As a completely private venture, Willys first entered the US Government’s competition to find a standardized 1/4 ton 4x4 military utility vehicle by entering their Quad 4x4 Reconnaissance Car.  Although performing well during the feasibility testing, it was evident to Willys that improvements/changes would need to be made to the Quad if they hoped to secure the contract.  Even before testing was completed on the Quad, the company started work on what would become the improved Willys MA Utility Vehicle.  The MA was essentially the same as the Quad in terms of automotive and suspension components, but included a completely redesigned exterior closely matching the other Bantam Mark 2 Recon Car and Ford Pygmy prototype vehicles.

As the MA was completed, competitors American-Bantam Company and Ford Motor Company also had capable vehicle prototype vehicles still in contention for the utility vehicle contract.  As the quality and capabilities of the three vehicles was so comparable, the US Military decided to allow Bantam, Willys and Ford to each produce 1,500 vehicles in their latest design version, which would be put through further tests and trials; the best design being selected as the US Military's standard 1/4 ton 4x4 utility vehicle.  The three vehicle designs: the Bantam BRC-40, Ford GP and Willys MA, are often referred to as the "pre-standardized" Jeeps.  Ultimately, approximately 1,555 Willys MA vehicles were produced, of which about 50 included four-wheel steering.  Most vehicles were eventually used by US Allies during World War Two, including many sent to Czechoslovakia and Yugoslavia in the Post-War years. After the final tests were completed, the vehicle design finally selected for standardized production by the US was the Willys MA (with Ford GP design features being incorporated into it).  That vehicle became the ubiquitous Willys MB/Ford GPW Jeep.