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Surprisingly it was neither American Bantam nor Overland Willys, but Minneapolis-Moline that had the first vehicle dubbed "Jeep". August 1940 at Camp Ripley, Minnesota, Seargent James T. O'Brien of the 109th Ordinance Company of the Minnesota National Guard noted the overall proficiency of the M-M UTX (a high speed 4 wheel drive tractor). Inspired by the "Eugene the Jeep" character in the Popeye comic strip, O'Brien first hung from the tractors radiator cap a sign painted with the word "Jeep", then painted the word "Jeep" itself on the flanks of the tractor. M-M lodged a formal complaint with the FTC but in May 1943 the FTC ruled in favor of American Bantam.

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