What’s extra American than Jeeps and blue denims?
In case you’re sufficiently old, and if you happen to had been paying consideration, you doubtless recall numerous unusual automotive licensing offers, most of which didn’t survive within the market for very lengthy. Also known as “co-branding” by these within the biz, the pairing of manufacturers for the aim of heightened retail-level consciousness goes again a very long time.
1974 Jeep CJ-5
Whereas most people doubtless recall the Ford Explorer Eddie Bauer, what number of customers keep in mind the likes of the Subaru Outback L.L. Bean, the Volkswagen Jetta Trek, or the Mercury Milan VOGA? The L.L. Bean-edition Subarus had been really fairly well-liked, and the Jetta Trek really got here with a motorbike(!) and roof rack, however the Milan VOGA was simply flat our bizarre. VOGA, an esoteric Italian winemaker with a factor for packaging budget-priced vino in what gave the impression to be shampoo bottles, would possibly look like an odd branding alternative for a slow-selling Mercury sedan, however the mashup actually occurred. A Mercury nobody needed supplied in a trim degree named for a winemaker nobody had ever heard of. You realize an MBA was concerned in that pitch assembly.
Thank God for American Motors (AMC) and Levi’s. In 1973, AMC started promoting its funky subcompact Gremlin with formally branded Levi’s seating surfaces. Although the seat materials was not really denim, it appeared the half, with a cotton-like visage, brand-correct orange stitching, and genuine Levi’s tags sewn to the edges of the entrance seats. Oh, and actual brass buttons sewn to the seats.
The look was cool, and instantly well-liked. Via 1978, Levi’s seats had been supplied in virtually each AMC product, together with the Hornet, the Pacer, and even Jeep Wrangler ancestor the CJ. The advert right here is for the 1974 CJ-5, the primary yr Jeep’s off-roader was supplied with the Levi’s inside.
The Levi’s remedy included the seats themselves, in addition to the solar visors, and matching delicate prime. Unique to the Jeeps was the choice of tan Levi’s trim as a substitute of the standard blue.
The Levi’s remedy ran its course, and was passed by 1979, nevertheless it’s exhausting to not name the venture a hit. It was enjoyable, reasonably priced, and likewise relatable, in contrast to Mercury’s hookup with a reduction wine model that common automobile buyers had by no means heard of.
1974 Jeep CJ-7 Gallery
(Click on beneath for enlarged photographs)