Restyling 7/10 - Thunder Mountain Truck Outfitters

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he stickers and logos read, ‘It’s a
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Understand.”
Jeeps, offroaders and 4x4s wear their
badges proudly.
We wanted to know what those “Do
it in the Dirt” guys and gals do when
they go to their local truck, Jeep and 4x4
performance stores with money in their
hands. We asked a number of sources
about the current market — and you
might be surprised by their answers.
Our first question was about the top aftermarket items Jeep and 4x4 owners tend to
add to their vehicles first. Shane Barrington,
president of Thunder Mountain Truck
Outfitters, Logan, Utah, says, “We tend
to see a suspension upgrade done in combination with a larger tire/wheel combo.
On newer Jeeps, we are doing a lot of 4”
long-arm suspension lifts, with a 37” tire on
a 17” wheel, such as the BFG KM2. This
is often followed by a gear ratio change.”
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7 Jeep Thing. You Really Wouldn’t
“A full build would require the addition
of an aftermarket front and rear bumper. We
like to up-sale a Warn Power Plant with a
new front bumper. If they [the customers]
are a rock crawler type, Rock Sliders are a
must, as well. For trucks, lift kits are still
big, but we are mainly doing just a mild
level kit. Most truck customers are coming
in and asking for a KMC, or an XD wheel
by name.”
Marc Cloutier, marketing manager for
MBRP Inc., Huntsville, Ont., says, “For
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the serious rock crawler, protection is No.
1. For the 4x4 owner, the logical starting
point for greater performance is the “triple
play” of a programmer, air intake and performance exhaust.”
Over at Aftermarketing LLC, Tony
Curless, company president of the marketing agency for JKS Mfg., Alliance, Neb., tells
us, “Regardless of whether the individual
actually intends to venture offroad, most
owners begin to accessorize their 4WD with
suspension and tires.
“The typical offroad enthusiast clearly
understands the limitations of the stock tire
size and tread pattern and will immediately
select a larger and more aggressive alternative that is designed for offroad terrain. The
onroad driver often takes a similar approach,
but is motivated by aesthetic value more
than performance. As a result, they are more
likely to select a tread pattern that is quieter
and more comfortable on the road, while
still rugged in appearance.
“When it comes to choosing suspension
products,” continues Curless “the offroad
enthusiast is more likely to select individual
components based on performance considerations. Those working with tighter budgets
may even build the suspension in stages.
This allows the customer to spend more
time researching each upgrade to ensure
it meets his needs, and less time replacing
parts of an off-the-shelf kit that doesn’t. The
onroad driver is more inclined to choose a
complete suspension kit from a recognized
brand or even a budget-type lift that uses
spacers to achieve the extra height. The end
goal tends to be the appearance of a capable
offroad machine, and less time and money
is invested in making sure the parts actually
perform offroad.”
Megan Thompson, marketing manager
of Bestop, Broomfield, Colo., says, “People
tend to buy an aftermarket top first and
then, once they get accustomed to Bestop
quality, they start looking at our other products to upgrade their Jeep. It also depends
on what they use their Jeep for: daily driver,
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most critical parts of late-model Jeep suspensions is the control arms,” he says. …
“More and more Jeep owners are gravitating
toward adjustable arms that utilize flexible
rubber bushings to isolate road noise and
vibration without limiting offroad performance. Adjustable control arms from JKS
Mfg. were the first aftermarket Jeep control
arms to establish this trend and are still considered the benchmark by which others are
compared today.”
• Adjustable track bars: “Track bars with
adjustable-length design become a necessity
on Jeeps lifted more than 2”-3” because the
increased chassis height forces the axles out
of alignment with the rest of the vehicle. …
Heavy-duty construction and flexible rubber bushings to isolate noise and vibration
are the most popular among Jeep owners.”
• Adjustable sway bars: “Experienced
Jeep owners are discovering the advantages
of trail-tuned aftermarket sway bars, such
as [our] new SwitchBlade Swaybar.”
Thompson, from Bestop, lists her
choices: “Jeep: doors; offroading gear: bum-
pers, winch plates, racks to store stuff on, tire
carriers, bikinis and seasonal items.”
Barrington adds, “For Jeeps, some guys
opt for an Atlas, or a type of locker. Items
we often upsale to Jeep owners when we do
their build are grab handles, fire extinguishers, bikini tops, D-ring shackles, receiver
shackles, tire air-down devices, snatch blocks
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and tow straps.
Our second question was about navigation
“We have also developed our own ‘recovsystems. We wanted to know how today’s
ery bag.’ Being that we have tried and tested
buyers feel about them, and what our supall recovery items, we have learned which
pliers think of them, even if they don’t have
is the best of the best. We have put all of
them in their product line.
these together in a high-quality bag that fits
Cloutier from MBRP says, “We can only
into the Jeep.
respond as enthusiasts ourselves. Navigation
“Also, remembering to keep the vehicle
technology has opened up the world to peolegal in most states, we have to explain to
ple who would otherwise never dare to try
them the importance of larger fender flares
orienteer their way with map and compass.”
and mud flaps. Tera Flex makes a great
Curless, for JKS says, that “although my
detachable mud flap. The customer can
clients don’t handle navigation systems, I
easily remove them to go off road, but put
would still have to say that they are certhem back on, (with no tools) when they
tainly growing in popularity among Jeep and
reach the trail head.”
4WD owners. As the technology advances,
Cloutier says, “We are seeing that
the maps supplied with navigation systems
Wrangler owners are always adding someare becoming more detailed and
thing to their Jeep. We know this
comprehensive. Offroad enthusiasts
from the large number of small
can now rely on them to navigate
items that we are selling. Everything
most Forest Service roads and even
from light bars to fire extinguisher
some routes that are not indicated
mounts, spare tire brackets to skid
on printed maps.”
plates.
Barrington, from Thunder
“On the more big ticket items,
Mountain, has a different view. “Nav
we know protection is No. 1 with
systems are often a tough sale,” he
our customers. The JK rock rail kits
notes. “Most of your A-list customers
from our Off Camber Fabrications
buy a “fully loaded” vehicle off the
division have been very successful,
lot. Therefore, they usually have a
though part of that success may be
nav system. The nav systems we do
because they have a removable step
sell are usually the type that can be
which makes it attractive for those
temporarily mounted in your truck
daily drivers that also see offroad use.
or Jeep, but can be easily removed to
“We have also seen considerable
take directly to your ATV or boat.”
success with a performance exhaust
system that we developed for the
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JK. We moved the muffler ahead
We also want to know about other
of the axle, significantly reducing
top products people generally want
the danger of the exhaust getting
on their Jeep or 4x4. Curless tells
crushed.
us, “Instead of focusing on the most
“Finally, our heavy-duty roof
obvious suspension components,
rack system — and the various
springs and shocks, the following
accessory items that we offer to
components are equally as important
go with it — has been very popular
but rarely given the same amount of 6D\V&ORXWLHURI0%53´:UDQJOHURZQHUVDUHDOZD\VDGG
proving that there are still a lot
consideration by consumers:
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• Control arms: “One of the ÀUHH[WLQJXLVKHUPRXQWVVSDUHWLUHEUDFNHWVWRVNLGSODWHVµ Jeeps.”
weekend warrior or rock crawler/offroader.”
Larry Trim, president of TrailReady
Products LLC, Everett, Wash., agrees and
gave us the biggest reason: “Tires, wheels
and related suspension. Consumers start
here because it offers the biggest and most
immediate visual impact.”
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Focusing on the offroader/rock crawler, we
asked what items they might outfit their
vehicles with and why. Thompson gave
us the quick list of, “bumpers, winches,
element doors from Bestop, tire carriers.”
Trim tells us, “Again, tire/wheel/sus-
pension. Then add to that: proper gear
ratio, lockers, and a winch for function.”
Barrington agrees, “Hard-core offroaders will usually buy a winch. We strongly
encourage a high-quality winch. Some
guys will want to save a couple hundred
dollars; but remember, that couple hun-
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dred dollars could save your life.
“Next would be body armor. Crush corners and rock sliders for Jeeps. These products allow the driver to slide down or over
rocks without damaging their high-dollar
investments.
“Suspension systems have endless possibilities,” he continues. “Many offroaders
will select a suspension system that will
provide both function and comfort. We
also try to recommend an aftermarket rear
bumper for people who choose 37” tires
for their Jeep. An aftermarket rear bumper
can accommodate a heavy-duty spare tire
carrier. The last thing you want to do is
hang a 35" or 37" tire from the end gate of
a new Jeep. It just cannot hold that weight
and be bounced around.”
Cloutier says that “from Moab to Rausch
Creek to Northern Canada we meet up with
some of the most extreme offroaders. They
are always looking for bumpers that will
give them better approach angles, rock rails
that won’t crumple — gear that shows an
understanding of the challenges that they
put their Jeeps through. They have bought
too much gear that comes up short when
the sheet metal meets the trail. That’s why
we believe that our muffler-forward exhaust
systems have been such a success. The system
answers a real challenge that the offroader/
rock crawler faces in a way that makes sense
and works.”
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We asked about matching the right product
to the client’s needs. Trim notes, “Where
wheels are concerned, we offer both real and
faux beadlocks. A quick discussion on how
the vehicle is used will put us on the path
to the correct model and style of wheels.”
Curless sees this as an industry hot spot:
“Excellent question! This is increasingly
important for manufacturers and retailers
to consider. It’s easy to match a customer
with the right product in a retail showroom,
where the vendor can learn how the customer uses the vehicle on a daily basis or
if he has future plans or aspirations for the
vehicle.
“Unfortunately, it’s much more difficult
to define and address each customer’s specific
needs online. The strategy used by JKS is to
Use INFO #22
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provide the education that customers need
to make an informed decision and purchase
with confidence. Jim Nollette [president of
JKS] says, ‘If we are unable to speak directly
with the customer, as is the case with most
online transactions, we want to make sure
the quality of information they receive from
our website is just as good as the information
we provide in person. For every product
we make, our website features an overview
section that provides the customer with the
context necessary to understand the problems and limitations related to the part being
replaced. By helping customers understand
and identify the problems, they are better
prepared to recognize the product features
that really address their concerns.’”
JKS applies this strategy to the pointof-purchase on their website, as well.
“Important vehicle-specific details and
distinguishing product features are incorporated to guide the customer to the appropriate selection for their application,” Curless
notes.
Barrington speaks of interacting: “We
are fortunate to have a very nice area in our
showroom where we can sit down in a comfortable setting to really spend some time
and get to know our potential customers.
We spend a lot of time to truly get to know
how their vehicle is going to be used. Is
it used as a daily driver, a weekend rock
crawler, a work vehicle in the field or a
combination of all of them? After we have
an idea of how they use the vehicle, we
can start making suggestions.
“Many people will come in on a budget.
In this case, we plan the whole buildup, but
often split it into Phase 1, Phase 2 and Phase
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3. Oftentimes, we will actually take a trip
up the canyon with the customer to demo
certain parts and accessories for them. If
the customer is out of state, we have often
traveled to them to personally go over the
build and get to know them better.”
Cloutier adds that “the key for us has
been to address the needs of as broad a range
of Jeep owners as possible. That’s why we
offer bumpers in full and stubby, winch and
non-winch.
“We offer a roof rack for some gear and
an extension.
“With mufflers, we have some that
simply improve sound and performance,
and others that provide real protection for
the extreme crowd. Jeep owners cannot be
pigeon-holed except to say that they want a
well-built vehicle for whatever their needs.
As an aftermarket manufacturer it is our
responsibility to provide the gear that they
need whether they are trekking through the
jungle or over the freeways.”
Bestop’s Thompson shows another way:
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“We don’t sell direct, so we can’t really answer
this. We manufacture items based off what
we hear at consumer events, customer shows,
customer requests, existing product compilations and much more.”
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We changed gears for our last question,
which was about getting involved with any
4x4/Jeep events: We wondered if it helped
business for installers, retailers or restylers.
Offroad shop owner Barrington tells us,
“Yes, we try hard to sponsor or put on as
many events as we can. This is an excellent
way to promote your shop, and show the
public that you are knowledgeable and trust-
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worthy. We sponsor a lot of events annually: car shows, mud bog events, demolition
derbies, rodeos, trail rides and many others.
“We sponsor and take part in so many
events that we literally have an event (or
two) every weekend of the summer. This is
tough to do and takes a toll. You are actually
working six or seven days a week. The results
are well worth it. We take these opportunities to distribute as many hats, T-shirts and
literature, as possible. People really like that.
You will pay $9 for a T-shirt with your shop’s
logo, people will wear it and it will be seen.
“Plan a trail ride. Show others in your
community how you outfitted your vehicles
and how well they work. This will build their
trust and confidence in you and your shop.”
Says Thompson, “We are involved with a
number of 4x4/Jeep events throughout the
United States. By either attending, sponsoring or supporting with raffle items, we
make sure to get out there as much as we
can. These events are a way to put a face
to the manufacturer’s name and really hear
about what our customers are saying about
our products. It’s the best R&D, customer
service opportunity available. It’s also a great
way to get customers over to our customers
since we don’t sell direct.”
Trim says, “Yes. It’s a good practice to
continue brand awareness.”
One of our more profound answers for
this question came from Cloutier. Maybe,
his first comment should be on a plaque
hanging on the wall of everyone in the
industry.
He says this: “A manufacturer has a
choice to either sell to a market or become
part of a community.
“The benefits for us in doing the latter
have been many. Aside from getting the
opportunity to promote our products, we
have gained a sense of perspective — an
enthusiast’s perspective — that we otherwise
would not. Our Off Camber Fabrications
division was, and still is, built on enthusiasts
telling us what they were missing when it
came to available gear for their Wranglers,
on and off road.
“We are a sponsor of the jkforum.com,
as well as sponsoring events through the
forums. At Moab, we sponsored some
forum member get-togethers. On the 4x4
side, we have been the NHRDA title spon5(67</,1*0$*&20
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sor for many years and sponsor many diesel
forums.”
Now you have better, more focused
choices for the Jeep and offroad 4x4 market. You can either get into it or be left in
the dust.
There’s more Online! Tony Curless
talks about a couple of changes in
offroad equipment that have become
significant. Specifically, suspension
features that appeal to the rock crawling crowd. See Suspension Update in
this article at www.restylingmag.com.
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John Carollo is a regular contributor to Restyling, Performance Business and other NBM Inc. titles, as well as
automotive consumer publications. He recently co-wrote the Iconografix book, “4x4 Offfroad Racing Trucks.”
The book includes Offroad trucks racing in circuits such as desert and closed courses, drags, hill climbs,
obstacle courses, pulling, rock crawling and trail rides. The book is heavy on photos of offroad action and
details of the machines used.
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