Why would I say that a Jeep CJ-10 is surprising? Obviously they are a pretty uncommon vehicle, being mainly an export-market vehicle, but more than that I would say they are not actually a “Jeep” in the traditional sense of the term. What on earth am I talking about? Read on…
First some background. Jeep had previously had a presence in Australia from 1958 in the form of Willys Motors Australia, based at Rocklea on the south side of Brisbane, Queensland. Products included the CJ-3B, CJ-5, CJ-6, FC-170, Station wagon and J-series trucks with 5,626 vehicles assembled through to the 1970 sale of Kaiser-Jeep to American Motors (AMC) when it was shut down.
Interestingly there were several unique local variants such as long-wheelbase CJ-5’s and 6’s. There was also a predecessor to the CJ-10 in the form of a cab-chassis version of the Station Wagon, as seen above.
After an 8-year gap Jeep Australia was established in 1978 in Salisbury Brisbane not far from the previous Willys Motors location, importing the CJ-7 and CJ-8 Scrambler and assembling the SJ Cherokee (nb effectively a Wagoneer) and J20 pickups. The Cherokee and J-20 were available with a 258 six and 4-speed or a 360 V8 and 3-speed auto, although in some years the V8 could be had with a manual.
I have seen this particular CJ-10 several times, and always thought that it was something not to dissimilar from the CJ-8 Scrambler which is simply a longer wheelbase CJ with a half-cab roof to create a small pickup bed.
However upon reading up on them, the story is quite different and dates back to the 1970’s when Jeep saw that that the Toyota Land Cruiser was doing quite well in global markets and probably taking over from the Land Rover in many as development of that vehicle stagnated.
To make a heavy-duty offroad capable pickup AM General started with prototypes in 1981 that had their full-size pickup chassis with a monstrous-by-Jeep-standards 119” wheelbase; this is the “not a Jeep” part I mentioned at the start. Just to be clear this is referring to Jeep-the-vehicle and not Jeep-the-brand. The core of the cab used familiar CJ bodywork with unique (to be kind) front fenders housing rectangular headlights that may have been influenced by the coming YJ Jeep, plus a nine-slat grille instead of the now-customary seven. Engines were the 258 ci (4.2L) 6-cyl or a Nissan SD33 3.3L 6-cyl diesel.
Only 300 were built at the plant in South Bend, Indiana before AMC sold that off to AM General in 1983 and production moved to VAM (Vehículos Automotores Mexicanos) in Toluca, Mexico. The CJ-10 was not sold in the US, although some were in Canada, but the short-wheelbase CJ-10A version was used in the military as an aircraft tug.
As with the Mercedes-Benz G-wagen from a couple of weeks ago, Jeep also participated in the Australian Army’s new vehicle tender process, however it seems like they should not have bothered. Apart from reports of axle breakages, they submitted a petrol-powered AM-10 vehicle with an automatic transmission against the requirement of diesel power (to share fuel with other vehicle types) and a manual transmission.
It is not clear how many were built at VAM, but I don’t believe it would have been a huge number because of one simple point – in 1982 the Jeep cost almost $4,200 more than a Landcruiser FJ45 utility ($14,925 vs $10,750). The Jeep had more standard equipment, such as a standard limited slip rear diff and better rust-proofing, but not enough to overcome the price differential against an established opponent.
However a series of setbacks decimated Jeep Australia, firstly a factory fire next door damaged their facility in 1983, and then in 1984 a change to import duty applicable to 4WDs made the competition cheaper, but applied to vehicles with a separate chassis so the forthcoming XJ Cherokee would not have benefited – it was not available in RHD at the time in any case. The Australian operation was reduced to parts distribution, but around this time they built this customised CJ-10, one of several done as a sideline to the parts operation. The original diesel engine and four speed were swapped for a 258 and 727 auto (as used in the SJ’s). The front panel from a CJ-7 replaced the original grille, but because the standard CJ-10 headlights were retained the lights in the new grille are spotlights.
All in all, it was a worthy attempt and given some more time to win over customers who may have taken a wait and see approach it may have been successful. After all, Toyota would have been facing the same exchange rate pressures as Jeep. Presumably the CJ-10 was cheaper to build than the standard J-10 pickup, but perhaps they would have been better to use its more commodious cabin that would seat 3 in comfort? As it was there would be another gap before Jeep returned to the Australian market.
Wow, I guess it’s way past time to stop accusing Jeep of failing to think “outside the box”, so to speak.
I’m also not sure you can accuse Jeep of not being committed enough to export markets…..selling about 450-500 units a year of multiple models, for 12-13 years seems pretty committed.
That said, interesting model and you have to wonder what might have happened if Jeep had been able to build/price a CJ pickup to compete with the S-10/S-15 and Ranger here in the U.S..
The Comanche, a Cherokee derivative, competed with the S-10 & Ranger. The Chrysler buyout meant this model “infringed” on Dodge’s truck franchise, hence one reason for its demise.
They did, the ’80 and ’81 Jeep Scrambler. The compact pick up market was in full swing. The Scrambler competed with the import compacts and beat the Ranger and S10 to the market.
I’ve owned a Scrambler for many years, and also owned two S10 pick ups. The Scrambler was not a competitive design for the mass market. Too crude and poor handling with a ridiculously primitive interior, small bed and modest payload. It was a specilalized niche product, a pick up for the Jeep fan or serious off roader. For these reasons it failed in the marketplace. The market was too small and AMC lacked the resources to develop it further. Instead they went with the more appealing Comanche design a few years later.
The CJ8 Scrambler was based on the 30+ year old CJ platform…AMC did not have the resources to develop a compact truck in 1980.
From I can gather Howard, Jeep faced similar issues in Australia as did the European manufacturers in the US, eg dealer quality/capacity, parts distribution which was out-sourced for a considerable time, and general market penetration.
That one stumped me, I was not aware of those at all. I never saw one when I visited Australia in 86-87. At first sight I thought it was one of “our” Sufa Jeeps, made by AIL in Upper Nazareth and obviously Jeep-based too.
Don’t feel bad about it; I’m an Aussie and was totally unaware of this model.
Cool!
My local fairgrounds has a bunch of cj10a’s as towing vehicles. They were originally airforce tug vehicles, then the department of transportation used them, now they are used at the fairgrounds. I got to get up close to them and really check em out, and I took a bunch of pics too. On the inside they say US PROPERTY, 1985 AMC CJ10A 4X2 FLIGHT LINE TUG DIESEL. they have a little sticker with all the aircraft control tower signals on the dash too. They all have the original Nissan diesels as well.
My phone and this site are not cooperating on posting pictures… But these jeeps were extremely cool. I might be a little biased as I am a jeep nut myself. I really really want a chance at buying one once the fairgrounds are done with them.
A few years back the local war surplus place had a decommissioned CJ10 run way ” follow me ” for sale , it was rust and dent free but the HUGE lighting control panel had been mostly stripped of the rocker switches and all the rear facing lights were also gone .
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I like the pickup this article is based around , looks like it might have been a winner .
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-Nate
Apparently the CJ-10As are locked in low gear low range. Nothing a complete driveline swap can’t fix!
Much easier: it is an NP208 transfer case in low range, with the selector removed. Remove the plate, install a selector, and you have your high range.
That’s just flat-out weird, but in a good way. I find it quite interesting, as I have never been aware that these existed anywhere.
These are new to me, and quite interesting.
The nose styling, with the lights down in the fenders, rounded hood top, and curved lines where the fenders meet the hood, reminds me somewhat of an old International Loadstar.
I also still am unsure as to why this whole new vehicle was seen as a better option than to put the money into modernizing/redesigning the J20.
It might have been an offshoot of a military program, see T.Turtle’s comment also. I don’t think this would have cost much to develop being largely a mix-and-match of existing components. The CJ-10 sold for about $14k versus $20k or so for a J-20, so the CJ-style cabin must have been cheaper to manufacture (makes sense). There is the argument for or against a CJ vs SJ cabin/body from a competitive standpoint; they obviously couldn’t justify both and were selling the J-20.
Incidentally they also offered a crew-cab J-20, converted by a local body builder. Unusually it looks like they may have done early ones with a “full” door and later changed to using the Wagoneer rear door with wheel arch cutout, presumably to save cost.
Great story! Jeep Australia is new to me, and I’m not sue what I think of the CJ-10- I kind of like it! The Overlander is cool; I wish we had gotten those in the US!
Great timing. There are spy photos floating around of what appear to be a prototype of a new Wrangler Unlimited with a pickup bed. Could be coming out in the next year or two.
Well, also not a Jeep because as it is said, “real Jeeps have round headlamps”.
Along with the Nissan military submission my boss bought I saw one of these quite regularly back in the mid 80s out in the cotton country around Wee Waa, I didnt know until today it wasnt a regular US jeep model.
So…..what was the advantage of putting the smaller CJ body on the larger J10 chassis? I mean, if you have the track width and wheelbase of the J10/20 what good is the smaller cab of the CJ. I guess this is why it didn’t make it……….
I doubt it, it looks pretty comparable to the Land Cruiser FJ pickup, the Nissan Patrol G60 would have some extra cab width. I think the main attraction would have been the CJ cab being cheaper, plus the connection to the military version.
If Chrysler/Fiat bellies up, then by rights Ford should inherit the Jeep franchise, since they actually built them once upon a time. And they designed its trademark grille, too!