In recent years Apple has gone from an almost-forgotten home computer manufacturer to one of the most successful companies in the world. Why? One big reason is product innovation. Rather than rolling out one or two new gadgets every five or six years, it stays far out ahead of its competitors, continually improving and revamping its existing line with new and exciting features. Features that customers want or need so badly they’re willing to buy a device they already have all over again. It’s a strategy that’s paid off, keeping consumers coming back for the new toys. Kind of like how Jeep keeps improving its existing vehicle lineup.
Many auto manufacturers come out with a model redesign every four or six years. In the interim, the vehicles rot on showroom floors virtually unchanged throughout the model’s lifetime. Not so at Jeep. In case you haven’t been paying attention, Jeep is on fire. Not only in terms of sales, but more importantly, in terms of continually improving, tweaking, and adding features that real-world users want.
Special-edition packages are nothing new, but frequently they’re all fluff and no substance: a sticker here and a brand logo there. But with Jeep, we’re talking about real hardcore parts that consumers want and make the vehicles more off-road capable. Most engineers at Jeep are real off-road enthusiasts who incorporate features and options they themselves would want, not compromising on what some bean counter says people can do without or what an out-of-touch marketing firm says will sell. While Land Rover hired some anorexic model to design and tout its new Victoria Beckham Edition Range Rover (maybe it barfs up a little fuel after every fill-up), Jeep created the Trailhawk Grand Cherokee with increased ground clearance, a locking rear limited-slip diff, off-road-friendly tires, and steel rocker protection. While Hummer’s H3…er, well, Hummer went out of business, but while that was going on, Jeep created the Wrangler Moab Edition with a winch-ready steel front bumper, heavy-duty rear bumper, rocker protection, and a rear locker. And while Toyota’s FJ Cruiser (heck, we’re betting you didn’t even know it was still being built) did…uh, nothing, Jeep has created its most off-road capable vehicle to date: the ’13 Wrangler Rubicon 10th Anniversary Edition, offering specific features you’ll only find on this limited-production Wrangler.
1. Winch-ready steel front bumper with removable end caps for better front tire approach and angle to obstacles.
2. Dual-intake Power Dome hood that actually aids in engine compartment cooling.
3. Mopar rock rails with special tubular sliders and textured spray-on bedliner-type coating.
4. Special red leather seats with embroidered logo.
5. Suspension offers 1/2 inch taller ride height compared with previous Rubicon models.
6. Rubicon-specific aluminum wheels with polished accent and red "icon" flattie logo on outside lip.
7. Unique axle locker and swaybar disconnect switches
8. Red silhouette Rubicon decals on hood
9. Heavy-duty steel rear bumper that can easily be upgraded with aftermarket swing-out tire carrier from AEV
10. Special red-colored tow hooks front and rear
11. Black fuel filler door.
12. Special color offerings: Billey Silver, White and 10th Anniversary Edition exclusive "Anvil" gray.
13. Premium improved Sunrider soft top standard. Freedom hard top optional
14. Special metal interior dash plaque listing vehicle's specific drivetrain components.
15. Mopar Slushmats standard.
16. Special "Rubicon 10th Anniversary" badging throughout.