Kaiser Jeep was the result of the 1953 merger of Kaiser Motors, an independent passenger car maker based in Willow Run, Michigan, with the Toledo, Ohio-based Willys-Overland Company. Willys-Overland had been at one point before World War II the U.S.'s second-largest car-maker after Ford, but their success waned during the 1930s. Willys survived during the war by getting the primary contract to build the U.S. World War II jeeps for the American and Allied armed forces. From 1945, Willys focused almost exclusively on selling Jeep branded vehicles, both civilian / commercial, as well as government / military jeeps. For Kaiser, the Jeep brand and its models were considered the crown jewels in the merger with Willys-Overland, and in 1955, Kaiser phased out all Kaiser and Willys passenger car lines, and Kaiser (initially still under the name 'Willys Motors') became entirely focused on Jeep products in most markets. In 1963, the company consolidated all corporate holdings under the name of Kaiser Jeep Corporation, discarding the Willys name. Following this, American Motors Corporation (AMC) entered into negotiations with Kaiser Jeep, to purchase the company. The deal was finalized in 1970, and Kaiser Jeep became "Jeep Corporation," a wholly owned subsidiary of AMC. History Founded by John North Willys, Willys-Overland had been at one point before World War II the U.S. second-largest car-maker after Ford Motor Company, but their success waned during the 1930s. Willys benefited from the war production needed, by getting the primary contract to build Willys MB ton jeeps for the U.S. and Allied armed forces, to the full capacity of their factory. Willys also began almost immediately to brand the term "Jeep" through advertising, applying to trademark it in 1943, and receiving the "Jeep" trademark in 1950. From 1945, Willys focused almost exclusively on selling Jeep branded vehicles, both civilian / commercial, as well as utility and military jeeps for (the U.S.) governments. While Joseph W. Frazer, earlier a one-time president of Willys-Overland, had left Kaiser-Frazer ca. 1950, going it alone, Henry J. Kaiser's finances ultimately dictated that he could no longer compete with the established manufacturers in the U.S. passenger car business, but he saw value in Willys' Jeep line. Kaiser thus pursued a merger between Kaiser Motors and Willys, which was arranged in 1953, and the assets were bundled into Kaiser-Willys Corporation. Willys-Overland was renamed Willys Motors at first, and for the next ten years. In 1955,