This April 21, 1953, article in the News-Pilot out of San Pedro, California, gives some background on the Annual Jeep Cavalcade trip to Borrego, California. The group totaled 175 jeeps and 600 hundred people.
The article's author makes a pretty blatant plug for the vehicle one of the reporters was driving, noting that the "powerful new Chrysler Sedan provided by Kroll Motors handled with ease and driving comfort that are characteristic of Chrysler engineer." (insert eye-rolling emoji here) ....
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