I used to know the story, but have sort of intentionally forgot it to make room for other stuff.
EDIT: I just looked it up in a book I have. The W/O Co. duked it out with Bantam and Ford for about 7 years, but they outlasted the first company and Ford concentrated on other markets.
But you can probably pretty much imagine how it went. What does make me laugh is that I know folks to this day who only buy "Jeeps" on account of their solid military reputation, which is a concept that probably stops after a CJ-5..