Jeep thrills

Military historians agree that the highly mobile ¼ -ton General Purpose (GP) utility vehicle was the edge Allied Forces needed to turn history in their favor during World War II. Key generals, including Patton, Hodges and Marshall, heaped praise on the Jeep as one of the preeminent tools in their arsenal and even went so far as to acclaim it as the United States' main contribution to the war effort. Consider, too, that the World War II Jeep changed centuries of reliance on the horse for mobility in military battle. It's no wonder returning soldiers were passionate about the vehicle that transported them through hell and back.

What do you do for an encore after changing the course of world events? In the case of the no-nonsense Jeep, you launch an industry that promotes and celebrates the mobility and freedom that the great outdoors allows. With hot-rod embers fueling automotive enthusiasts' need to modify vehicles in the post-war years, those who longed for adventure looked to surplus and civilian Jeeps for their automotive fun. Naturally, innovation followed necessity and the off-road industry was born.

In the early days, off-road pioneers fed on the passion for mobility and began producing aftermarket components to make the post-war flat-head powered CJ2A and surplus military MBs more capable for recreational use. Many of the pioneers are still active in the industry today, though the founders would hardly recognize their business. Warn Industries, for example, was a true innovator and produced the first hub flanges as early as 1948 to make the Jeep more streetable. It wasn't long before selectable locking hubs were a popular aftermarket accessory.

With just 60 horsepower under the hood of the early flat fenders, it's not surprising that some of the first Jeep aftermarket modifications included flat-head performance parts and engine and transmission swaps. Vic Hickey, Brian Chuchua (Mr. Jeep) and Clarence Shook's Rancho Jeep Supply were among the first to supply performance parts to the Jeep and fledgling off-road market.

The Jeep enthusiast is one of the best-informed consumers in the off-road industry. As Gary Woofter, director of sales and marketing at Fabtech Motorsports, points out, "The Jeep customer is well educated, they do their homework." In addition to newsstand off-road enthusiast magazines, a wealth of tech information is now available about Jeeps on the Internet. The Jeep consumer runs the gamut from a few posers out for the rugged image to hard core, hands-on enthusiasts looking for the ultimate in off-road capability. Many, if not most, actually take their vehicles off-road and explore the added competence four-wheel drive and nimble handling provide. The Jeep brand runs deep, and national events in the vein of Camp Jeep, the Easter Jeep Safari in Moab and the historic Rubicon Run continue to amaze the industry with their growth and devotion.

You can draw a strong parallel between Jeep owners and Harley Davidson owners. For many, Jeeps have become an obsession that borders on a cult-like following. There's even the "Jeep wave," a signal to other Jeep owners that you know something the rest of the world is missing. Marketing and selling to Jeep enthusiasts should cater to that allegiance.

Though cosmetic aftermarket parts are popular for those who want the look, one hard and fast rule in the Jeep aftermarket is that form follows function. The basic nature of the Jeep vehicle certainly invites modification. Many of the products we have today grew from backyard tinkering and home-brewed engineering in the early years. There is still a lot of one-off experimentation that goes on today, and innovation is what drives this industry.

That's not to say that the Jeep aftermarket is archaic. To the contrary, today's Jeep products are becoming quite sophisticated. Many are conceived and built utilizing Computer Aided Design (CAD) and manufactured with Computer Aided Manufacturing (CAM) techniques.

Jeep performance is often measured by traction, or the ability to put power to the ground, and suspension travel and articulation. The latter allow the vehicle to step over seemingly impossible obstacles. In the traction department, locking and limited-slip differentials are essential items. Bigger, stronger axles are also critical when you increase the loads with huge wheel and tire combinations. And naturally, with those larger-diameter tires comes the need for gearing changes with bullet-proof ring-and-pinion sets.

Upgrades and developments

Our survey of industry experts points to suspension and chassis enhancements as the key to upgrading a Jeep's off-road performance. Larger, more aggressive wheel and tire packages drive the need for improved clearance and, when the enthusiast wants to go to extremes, increasing suspension articulation makes for a much more capable vehicle for rock crawling and general trail use. Long-arm style suspension links are the rage, allowing a Wrangler to tread where few Jeeps have gone before.

Fabtech's High Clearance Crawler System is a good example of how far aftermarket Jeep suspension systems have come. Offered in 6- and 8-inch lift models, the Fabtech design incorporates a massive rear wishbone link to locate the rear end, eliminating the rear trac bar and, along with big heim ends on the long arms, greatly increases suspension travel and articulation. According to Woofter, "We see the long-arm suspension continuing to develop. Four years ago, everyone had to have 35-inch tires on their Jeep. Two years ago, we moved to 37s. Now, the trend for serious applications is to run 39-inch tires or larger. They allow you to handle bigger, deeper holes and obstacles on the trails."

Larry Conville, public relations and brand manager at Skyjacker Suspension, is also seeing a trend away from tall Jeeps. "We've noticed a lot of people wanting a lower center of gravity (than the big kits provide) with improved articulation. Everyone likes to play in their own backyard and with Jeeps, it's not all rock crawling," states Conville. And to that point, the aftermarket is recognizing that Jeeps are backwoods trail rigs, mudders and sand toys, too. In those environments, monster lifts aren't always the way to go.

Consider, also, that when the factory got serious with the very capable Rubicon model, it raised the bar across the board. Bill Johnson, engineering manager at Rancho Suspension, sees the Jeep market and the Wrangler in particular as "the working man's No. 1 accessorized vehicle. The success of the Rubicon indicates that Jeep owners really want to buy a trail-ready rig, complete with lockers and better shielding." Rancho, with a 50-plus-year history in the Jeep aftermarket, limits its suspension lifts to 4 inches. Johnson points out that when consumers go much higher, tuning the vehicle to be a good all-around driver becomes a challenge.

Adding a full suspension system, complete with high-performance coil-over shocks, to larger wheels and bigger, more aggressive off-road tires is a rather substantial investment. Install other large-ticket items like winches, remote lockers, etc., and a Jeep owner is looking at a serious outlay on top of the purchase price of the vehicle. According to Skyjacker's Conville, the hardcore Jeep enthusiast isn't afraid to make that commitment if it will pay off where it counts. "It depends on if they are convinced they need it. Jeep owners want the best performance and in general they are not afraid to spend money if it is a quality product."

Jeep restoration parts are on the radar screen in the aftermarket as well, but for the most part reproduction and restoration parts remain a very specialized field. Perhaps because it is so basic and capable to start with, a Jeep rather begs for modification and personalization.

Charting product cycles

In researching Jeeps, a recurring theme emerged among most of the industry leaders consulted: aftermarket parts and accessories sales for Jeeps are driven by product cycles. The first product life cycle is usually seen about 18 months after the introduction of a new model, due to the delay in aftermarket parts availability. Industry insiders agreed that the one exception to this rule is the Jeep TJ, appearing in custom shops for upgrades right off the dealer lot.

In addition to the new vehicle part sales boom, there is a consensus that Jeeps go through several upward trend points or cycles related to parts sales. The point where vehicles have been on the road long enough for used vehicles to hit the market usually generates an upward trend as second owners begin personalizing what is to them a new vehicle.

Another upswell is generated when a critical price point is reached in used-vehicle sales. Once a Jeep becomes inexpensive enough for new, younger drivers to purchase while remaining affordable when it comes to parts and accessories, aftermarket sales ramp up. A notable upward trend also occurs when an existing new model comes out. For example, the Jeep Wrangler TJ is so popular that it boosts sales for not only TJ parts, but stimulates sales for other Jeep types due to an overall resurgence in consumer interest in Jeeps and four-wheeling in general. There are no hard and fast rules about these Jeep parts sales cycles, but they comprise a phenomenon to watch for nonetheless.

As far as catalog trends go, Henk Van Dongen, vice president of marketing for 4WD Hardware, a major Jeep aftermarket player, indicates that while non-vehicle related products and soft goods sell well, they comprise less than 10 percent of 4WD Hardware's business. Driveline parts, suspension, body parts and exterior accessories are best-sellers. Van Dongen reports that, like many retailers, his company has seen a significant boost in Jeep TJ Wrangler parts and accessories sales. From 1940-'82, parts for Jeep's CJ were virtually all of 4WD Hardware's business. Now both CJ and TJ segments are about equal in sales, and both continue to grow with no signs of tapering off.

In observing the whole Jeep picture, we must not forget the tire and axle segment. During Gary Enterline's tenure at BFGoodrich Tire, he's seen common tire sizes for Jeeps increase from the once popular 31x10.5 and 32x11.5. Only a few years back, 33x12.5 tires were considered big; now 35x12.5 is a common size. He attributes this to Jeep owners installing larger, stronger axles to tackle tougher trail challenges. In response to consumer demand for larger wheel sizes, some Jeep models are now offered with 17-inch wheels and tires from the factory, thereby driving sales of larger aftermarket tires and wheels.

A whole new era

When asked if there is room for growth in the Jeep aftermarket industry, the industry insiders we talked to all agreed that the soon-to-be-released 2007 Wrangler JK (see sidebar) is likely to promote a whole new era of Jeep products and expand the market. While the JK will be the new Jeep target for many, it also makes TJs, YJs and all the CJ series Jeeps that much more affordable.

As Rancho's Johnson points out, "growth will come from the new platform; the '07s are more capable vehicles in many respects." The much-rumored four-door Wrangler will also bring a new buyer into the fold. Jeeping has always included a strong family component; a bigger Wrangler will capitalize on that part of the market.

James Kenyon, a Jeep public relations official, points out that Jeep owners don't just buy a vehicle to drive; they purchase a vehicle that fits their lifestyle. Jeep's "Go anywhere, do anything" marketing angle is an ideology that owners readily buy into, even when off-road use is not a primary motivator for purchasing the Jeep product: the mere ability, or possibility, of doing so is.

Industry surveys paint a portrait of Jeep owners as adventurous, independent thinkers who enjoy showing off their difference in the marketplace. They are into the outdoors in general, not just four-wheeling, but also many other aspects of the lifestyle. Therefore, retailers can expect that, in addition to parts and personalization accessories spending patterns, Jeep owners will likely purchase outdoor-lifestyle items such as bike racks, ski carriers and rock climbing gear.

In the early days of off-road retail, many businesses catered exclusively to Jeep owners. In fact, many still do today. In a state-of-the-industry report by our sister publication Off-Road Business, 97 percent of retailers polled sell Jeep parts and accessories with 60 percent expecting to see an increase in sales related to this specific market. These significant numbers indicate that Jeeps are a segment one can't afford to ignore.

Perhaps the next step in Jeep-related sales is the specialty shop where all Jeep needs can be found in one location: parts, service, outdoor sports gear, ancillary products and clothing; maybe one day we'll see a Camping World-style Jeep store.

One of the truly unique aspects of the Jeep industry is that there is always room for the little guy with a better idea. Many of the industry's big players started small and grew with the market. Jeeps are a passion, and tapping into that enthusiasm is a formula for success in the off-road market.

Todd Kaho and Trent Riddle are regular contributors to our sister publication, Off-Road Business magazine.

Quality makes all the difference

Olympic's Eric Lichtbach travels America.

Lichtbach, whose family has owned Olympic 4x4 Products in Los Angeles, Calif., since 1948, stopped to help the driver; the vehicle's drive shaft had broken. He demonstrated how to fix the part and didn't take a dime for his efforts, then handed the man an Olympic 4x4 decal for his vehicle and wished him a good day.

Lichtbach's company is generally believed to be among the first to make aftermarket Jeep parts. He cautions Jeep owners that while some parts may be cheaper, they may not be the best.

Lichtbach, who drove a Jeep for the first time at age 11, travels all over the country meeting people and discovering ways to make better parts that will last longer. Now in its third generation — the company was started by Lichtbach's father, Nathan — Eric is the CEO, co-owner and president of the automotive division of Olympic Industries. His brother, David, is the president of Olympic Fabricating, the manufacturing arm of Olympic Industries. What started out as one simple item — a grab bar for the dash of a Jeep — has evolved into a comprehensive list of Jeep specialty products now carried by the company, including front and rear bumpers, side protection, tire carriers, rack systems and accessories for Jeep CJ Wrangler and Cherokee vehicles. Currently, Olympic manufactures nine different rack systems for Jeeps. One best-selling rack model, featuring a unique mounting bracket, goes over the top of the Jeep without bolting.

Olympic sells products to major mail-order Jeep specialists. The company — with approximately 32 employees — manufactures the product lines at its headquarters in the City of Commerce, Calif. They do not sell directly to consumers.

"There have been other companies with better marketing plans," Lichtbach concedes. "But nobody has made consistent quality products with continual innovation as long as Olympic 4x4. We have been viable because of innovation and quality."

Lichtbach loves competition: "I'm the first to go to a competitor and tell him or her they have done a good job." Healthy competition in the marketplace means Jeep consumers can enjoy a broad selection of options over inferior aftermarket products.

"After 30 years, I still love innovating and developing product," he says. "I visit with customers all over this wonderful country. I get to travel to every corner of the U.S. and I'm a proud American."

2007 JK WRANGLER: This changes everything

A quick scan of the spec sheet reveals that the new model is 2.6 inches longer, 5.4 inches wider, and rides on a 2-inch longer wheelbase and correspondingly wider track.

JK offers very few carryover parts from the TJ platform. For example, the suspension design: the live axle with coils and a five-link design is similar to the TJ, but don't expect any current aftermarket product to fit. Industry insiders who have had the opportunity to crawl under the JK confirm that while the design is the same, the arms are longer and virtually every part is different. Component dimension, sizes and angles have all been revised. Clearly, current suspension kits will need to be completely reworked with fresh engineering to the new specifications. The frame is beefier, stronger and engineered to provide a more rigid backbone for the platform.

The biggest concern among Jeep enthusiasts is the loss of the tried-and-true 4.0L straight six. The JK will be fitted with a 3.8L V6, producing 205 horsepower at 5,200 rpm and 240 pound foot of torque at 4,000 rpm.

The smaller-displacement V6 does in fact produce more power on the dyno than the straight six and will likely be more fuel efficient and certainly cleaner, but the powerband is much different. With peak torque at 4,000, lugging along in low range won't deliver the same satisfying pull we've enjoyed with the inline six configuration over the years. Expect cold air intakes and catback exhaust systems that improve torque to be hot accessories. Among the few carryover components are the TJ six-speed manual and four-speed automatic transmissions, but the axles are beefier with new lockers that are magnetically engaged rather than vacuum-operated on the Rubicon.

Slide into the driver's seat and you are greeted by a new four-spoke steering wheel and center stack that includes the HVAC controls and a new entertainment system with an available navigation option. Another nice feature is a hidden storage well under the rear cargo floor.

Jeep is also stepping up in the hardtop department for 2007. The new design is a modular three-piece top with individually removable panels over the driver and passenger seats. With the top removed, these front panels can be installed to form a hard bikini-style top.

The new JK Wrangler is as much a revolution as evolution. For the off-road aftermarket, it brings new opportunities for innovation. At the retail and wholesale level, the new model will bring lots of new part numbers.

Observing the lifestyle

Wayne Caldwell, president of Tarheel 4WD Center reports, "We see more families taking an interest in four-wheeling; Jeep owners lead this trend." Caldwell views Jeep Cherokees as the next trend in retail. "They are getting quite inexpensive and parents seem to feel better about putting the kids into a station wagon-like vehicle." The upside for Jeep parts retailers is that the vehicle's affordability leaves more in the budget for personalization.

In Caldwell's opinion, participation in off-road events is becoming too costly for the average enthusiast and he predicts those competitions will fade away just like sand drags and mud bogging have in many parts of the country.

Steve Kramer of Full-Traction Suspension says there is "no end in sight" for where the industry is going, then adds, "unless the accessibility of trails goes away." He'd like to see Jeep owners remain responsible and work to maintain trails for future use. Kramer agrees that Jeep ownership is a lifestyle choice and that making events easy for owners to attend will help to keep enthusiasm strong. "Basically, Jeeping is an exclusive club that anyone can join by buying a Jeep."