[4] It was developed to fill a gap in the company's product line, crossing over from their "utilitarian" proto SUVs and trucks to the passenger automobile market.

The Jeepster initially included numerous deluxe features and interior fittings in addition to a high level of standard equipment that cost extra on other automobiles.

[6] Seeing a gap in their product lineup, Willys developed the Jeepster to crossover from their "utilitarian" trucks to the passenger automobile market.

[7] The new sporty rear-wheel-drive-only model was to have a "dual personality for city and country driving" and marketing emphasized it as "America's greatest value in sports cars!

[11][12] The basic 1948 Jeepster included numerous deluxe features and interior fittings in addition to a high level of standard equipment that cost extra on other automobiles.

[15] The Jeepster's I-4 engine was rated at 63 hp (47 kW; 64 PS) and coupled to a Borg-Warner T-96 3-speed manual transmission with an overdrive unit as standard.

The new version included roll-up door windows, a V6 engine, four-wheel-drive, and was available as a pickup truck, convertible, and station wagon, in addition to the roadster.

[19] American Motors Corporation (AMC) purchased Kaiser's Jeep utility-vehicle operations in 1970 to complement its existing passenger-car business.