Jeep Enthusiast
The Wrangler has been here long enough to allow aftermarket parts companies to develop and thrive on upgrades and modifications for it.
As the entire automotive industry collectively paused to watch Ford’s recent unveiling of the newly revived Bronco, Jeep seemed a bit scared and went on an ill-advised marketing counter-offensive. The result of teasing a 392 Hemi-powered Rubicon and dropping clips of the new 4xe hybrid-electric Wrangler right as the Bronco was chewing up 95% of automotive media coverage was that Jeep just came across as scared and maybe more than just a little desperate.
Perhaps the Bronco is an attempt by Ford to hit back at the manufacturers that have tried to take the Ford F-150 Raptor down off its throne with models like the Chevrolet Colorado ZR2, Ram TRX, and Jeep Gladiator Mojave—maybe it’s just a marketing ploy in the same vein as the strangely named Mustang Mach-E electric SUV. Or maybe Ford just thought it was time to deliver a competitor to the Wrangler after so many years of Jeep dominance in the off-roading community.
Regardless of the reason, though, there’s an even bigger reason why Jeep really has nothing to worry about with regards to the forthcoming Bronco. No matter how many pre-orders the Bronco has earned nor how cool it looks charging through muddy terrain, anyone interested in off-roading or overlanding is still going to choose a Jeep.
Simply because the Wrangler has been here long enough to allow aftermarket parts companies to develop and thrive on upgrades and modifications for it.
A Long History In The Books
The simple truth is that no matter how great a Jeep Wrangler or Gladiator might be at off-roading from the factory, no matter how awesome the Rubicon’s automatically disconnecting sway bars might seem for rock crawling or the Mojave’s rear locker might seem for desert running, just about every Jeep buyer who actually plans to go off-roading has a laundry list of upgrades in mind before they ever step foot on a Jeep dealer lot.
That’s because even the most aggressive Rubicon or Mojave from the factory can’t keep up with the wider aftermarket industry, which has developed specifically to cater to every last automotive subculture. And the Jeep Wrangler, even the newest JL generation (including the Gladiator) that emerged only three years ago, has been around for long enough that their quirks and shortcomings are known quantities.
A Million Mods Or More
Want new wheels and knobby tires? There are a million options. Need a suspension lift to make room for those huge tires? No problem. In fact, the aftermarket industry has grown so large—thanks in many ways to the rise of knowledgeable YouTubers like Ronny Dahl and thrillseekers like the Lite Brite duo—that Jeep has even begun offering aftermarket-style upgrade packages of its own, trying to get in on some of the action.
Mechanically, Jeep owners can bolt on turbochargers from multiple companies, upgrade their axles and differentials with many different gearing options, install long-travel suspension from a variety of manufacturers, and rework their suspensions for low-speed crawling.
On the interior, accessory bars make it easy to mount smartphones, radios, and even full-on tablets or computers. Additional gauges abound on the aftermarket, while in the trunk, everything is available from pull-out fridges to additional storage, tents, and kitchen setups that would rival a Manhattan apartment. The level of sophistication—not to mention cost—of these setups varies, but buyers typically can budget well into the five-figure range to upgrade their Jeep.
Meanwhile, the new Bronco is just that: new. Sure, a few companies like Saleen have already begun advertising that they’ll be creating special editions and upgraded Broncos but given that the wave of people who put down cash on a Bronco pre-order now already has to wait up to 18 months to get their rig, how much longer will it take to get the aftermarket industry caught up?
From First-Gen To Futuristic
Where the first-generation Bronco has now become a favorite for custom builders and tuners to pump up into hardcore off-roading performance machine, from the cleanest of supercharged restomods to legit rigs ready to take some punishment, the new Bronco is also likely to follow the wider industry trend of increased complexity, over-the-top computerization, and early release struggles. Who knows whether Ford will be able to produce a reliable vehicle on the first go? And reliability is key for anyone thinking they’re going to drive off the beaten path for days on end.
Plus, the Bronco hasn’t even had a chance to prove that it’s worth all the upgrades that would make it a Wrangler competitor—and there’s no doubt that some YouTubers can’t wait to show the general public every which way the Bronco fails at living up to their beloved Jeeps. There’s just no way a bone-stock Bronco will be able to keep up with a trail-prepped Wrangler or Gladiator packed full of mods and upgrades, so potential buyers will probably be nervous that they’ll be left behind out in the great outdoors.
Sure, many years down the road, the Bronco may have redeveloped a thriving aftermarket community, but in the meantime, Jeep and Jeep fans need to calm down and realize that the Wrangler is going to do just fine for the foreseeable future.
Sources: 4-Wheeling in Western Australia, Lite Brite Studios, and Truck Camper Adventure.
