Remember When, Chattanooga? City’s original Jeep dealership was on East Main Street

Ethel Walsh

In 1946, 1000’s of American GIs ended up just back from the battling in Planet War II, and what greater way to welcome them house than by providing them rugged, battlefield-examined motor vehicles.

This picture, taken by Chattanooga News-No cost Press photographer Delmont Wilson, demonstrates the Price Vehicle Co. in 1946. Found in the 200 block of East Main Road, the Price tag Auto Co. was Chattanooga’s authentic Jeep dealership, although the military-derived cars ended up essentially built at that time by the Willys-Overland Motor Co.

Nowadays, the block of East Primary in the image is occupied by an apartment and retail sophisticated.

Early Jeeps were being civilian styles of the Willys MB, a typical intent car utilized by Allied troops all-around the entire world all through WWII. The initial showroom model was referred to as the Jeep CJ, which was adopted by Jeep-branded cars, vans and station wagons. The concept of off-roading was not as widespread in the 1940s as it is now, so Jeeps were being generally promoted as farm autos and safer-than-regular loved ones haulers.

In an article in the Chattanooga Information-No cost Push in 1949, Rate Car Co. owner Thomas “T.V.” Price tag Sr. touted the then-new Jeep station wagon at his dealership as rugged and economical. He stated the car or truck “offers you the safety you want with protection glass all about.”

Value was a World War I veteran and a native of Catoosa County in Northwest Ga. He begun in the auto company in the 1920s, according to his 1988 newspaper obituary.

The initial point out of Price tag Motors in Chattanooga’s newspaper archives was in 1928, when the Main Street procedure was a dealership for Durant automobiles. Durant was a quick-lived carmaker started by fomer Typical Motors CEO William “Billy” Durant in 1921. By the early 1930s the Durant organization was out of business, and Cost Motors moved on to offerings by Willys-Overland and Nash.

In the early yrs of its existence, the auto store marketed itself as staying a put wherever people could uncover “bigger values (and) better trades.”

Indeed, judging from advertising and marketing volume, the business enterprise seemed to acquire off in the 1940s. The major business of the organization moved to close by Rossville Avenue, whilst the Key Avenue home, demonstrated in the picture below, housed the areas and services departments. All the business’s buildings were no much more than a town block apart, ads observed.

Rate Motor Co. would seem to have had about a 30-12 months operate. By the time the past newspaper adverts published in 1957, the company was located at nearby 1518 Wilhoit St.

For far more shots in this collection pay a visit to or be part of the “Remember When, Chattanooga?” public group on Facebook.

Launched by record enthusiast Sam Hall in 2014, is maintained to existing historical photographs in the highest resolution out there. If you have picture negatives, glass plate negatives or authentic nondigital prints taken in the Chattanooga spot, make contact with Sam Corridor for info on how they may perhaps qualify to be digitized and preserved at no demand.

“Try to remember When, Chattanooga?” is revealed on Saturdays. Make contact with Mark Kennedy at [email protected] or 423-757-6645. Stick to him on Twitter @TFPcolumnist.

Next Post

2022 Land Rover Range Rover

While the authentic 1970s Assortment Rover was about as utilitarian as it could get, it did not acquire very long for Land Rover to recognize that injecting a healthy dose of conventional British luxurious into their rugged off-roader would make it interesting to a total lot a lot more folks. […]
2022 Land Rover Range Rover