Chapter 228:Merial Jeep

A few days later

ABC TV aired an advertisement featuring a man in a floral shirt and sunglasses, driving a jeep along the beach. He drove down the steps to the sand, stopped, and leaned against the jeep, revealing his handsome face and five golden badges on his chest. 

The girls on the beach noticed him. 

"Wow, five badges! He must have been in five battles."

Several girls, all in bikinis, approached him, curious about the badges. The man pointed to one badge and began to boast, "This badge signifies my participation in the Tunisian campaign. It was early morning on April 21, 1943, when the Germans launched a surprise attack..."

As the man bragged about his battlefield experience, the girls' eyes sparkled with admiration. The camera slowly zoomed out, focusing on the jeep as a deep, magnetic voice announced, "Willis MB Jeep, the first choice for men."

Two days ago

The advertising department at ABC TV contacted Willis Motors with a proposal for a tailored advertisement. They inquired whether Willis would be willing to pay for it. The president of Willis, impressed by the thoughtfulness, agreed to spend $600,000 on the advertisement, despite not fully understanding why the TV station was so eager.

In the days following

The Hardy Group Investment Company acquired 650,000 shares of Willis Motors. The stock, previously stagnant, saw a slight increase with the influx of capital.

Now

ABC TV aired the advertisement, which was exceptionally well-executed. However, many viewers were curious about the meaning of the badges on the jeep. Inquiries flooded Willis Motors, but they had no information about the badges.

The next day, the Global Times published a newspaper ad with a headline:

"The Military Department Sells 'Merial Jeep'"

"The military is selling a batch of retired jeeps. Each vehicle is priced at $150. A lottery system will determine which vehicle you get. There are 46,000 jeeps, including over 1,200 new ones. 70% of the remaining vehicles are operational, while 30% are not."

"Successful bidders will receive a badge for participating in World War II, one badge per battle, regardless of size."

"The badges, made of brass, are prominently displayed on the side of the car. Each badge costs $2. For a written certificate of authenticity, send a letter to the military logistics headquarters for verification. Certificates are stamped after validation."

"$10 per call."

The jeep, which typically costs $750, was offered at only $150. The drastic price drop immediately attracted attention.

Some expressed dissatisfaction, questioning why anyone would pay $150 for a scrap car. Yet, others were drawn to the appeal of the badges. These badges represented battlefield glory and became a status symbol for many veterans who had never received official medals.

A week later

Eight U.S. military bases were set up as sales centers, with locations in the southeast, northwest, and central regions of the country. Thousands flocked to buy jeeps. The event, organized by Hardy Trading and Sales Company and the military, saw a massive turnout.

At the Nevada Armory, Hardy and General Williams observed the crowd. Colonel Beech estimated that around two to three thousand people were present. He reported that the number of attendees exceeded expectations, suggesting that the jeeps would be sold out by the end of the day.

General Williams praised Hardy's ingenuity. "I didn't expect you to come up with such a brilliant idea. The badges have transformed these vehicles into more than just cars. They're symbols of valor."

"The badges are selling at $2 each, and the reports are $10. The revenue is impressive. Hardy, you are the most remarkable businessman I've ever seen."

Hardy smiled, acknowledging the compliment. "Thank you. We still have many materials in the warehouse. I need to find a way to turn them into profit."

General Williams instructed Colonel Beech to cooperate fully with Hardy on sales. "Listen to Hardy's directions for the sales process."

Colonel Beech agreed, ready to work with Hardy and manage the logistics. 

The sales event

The jeeps were snapped up quickly. Some buyers, likely car dealers, purchased multiple vehicles. Within a day, all the jeeps were sold. While some buyers were thrilled with their new vehicles, others were disappointed to receive scrap cars. However, the enthusiasm remained high, with buyers eager to showcase their badges.

Colonel Beech reported that the total revenue from the eight bases was $7.02 million, which was a significant improvement over previous sales. Major General Williams expressed satisfaction with the results and granted Hardy the authority to manage sales independently, excluding warships and aircraft carriers.

The aftermath

Jeeps became a symbol of prestige, with many men wearing sunglasses and driving them as a trend. The presence of multiple badges on a jeep made it a subject of admiration.

In a school parent meeting, a jeep adorned with numerous badges attracted children's attention, turning it into a center of fascination.

Peter Parker, an otherwise unremarkable newspaper editor, drew attention when he arrived in a jeep with fifteen badges. His vehicle became a talking point, and he enjoyed newfound popularity, including a movie date with a colleague.

Willis Motors, initially skeptical about the advertisement's effectiveness, was thrilled by the surge in sales. The combination of the advertisement and the military's badge campaign had significantly boosted the appeal of the jeeps, transforming them into coveted items. 

As a result, Willis's stock price soared by $17 per share. Andy, recognizing the right moment, sold shares and made a substantial profit.

The military's badges continued to sell briskly, with over one million sold in just a month. Requests for certificate letters also generated substantial revenue.

In conclusion, Hardy's strategic maneuvering turned surplus military stock into a profitable venture, reshaping the market and making a significant impact on both the car industry and veteran communities.