TFL interviews original Rubicon designers

[Apparition]

 

[JoseA]

that red TJ is CLEAN

 

[TheBoogieman]

That was much easier than reading this.

https://www.motortrend.com/reviews/...0Q3FcI2DyKzBsOnn98-BbNGt23ebdyBwq-nldjpNnfz5A

 

[Apparition]

That was much easier than reading this.

https://www.motortrend.com/reviews/...0Q3FcI2DyKzBsOnn98-BbNGt23ebdyBwq-nldjpNnfz5A

I can't read

 

[Jerry Bransford]

Such a great video, so proud of what those two guys came up with. And when I have referred to Jim Repp in the past, that's the shorter guy in the middle I was referring to. A really good guy.

Greatest line in that video, after they heard they had received 8500 pre-orders after they forecasted they thought they could sell 3500 the first year, was ' Oh thank goodness we're not going to be fired'.

 

[DropTopDon]

If only they released brand new TJR's off the factory assembly for the 20th anniversary. I've always wondered what the TJ felt like when it was the newest jeep.

 

[Texas-TJ]

Very informative video. Thanks for sharing. That clean red rubi looks like a Texas Jeep, from the looks of the registration sticker on the windshield.

 

[Jerry Bransford]

If only they released brand new TJR's off the factory assembly for the 20th anniversary. I've always wondered what the TJ felt like when it was the newest jeep.

Amazing, I bought one of the first TJs early in 1996 and it handled and drove like no other Jeep I had ever driven.

 

[Artsifrtsi]

Amazing, I bought one of the first TJs early in 1996 and it handled and drove like no other Jeep I had ever driven.

And back then, Jeep diehards were bitching that the TJ wasn't a real Jeep because it had coil springs and too much electronic control... they said the TJ was for women...

 

[Jerry Bransford]

And back then, Jeep diehards were bitching that the TJ wasn't a real Jeep because it had coil springs and too much electronic control... they said the TJ was for women...

100% true, I took a LOT of abuse over my new TJ then. That was in the days before today's internet forums, the only Jeep oriented place on the Internet then was called a news group rec.autos.jeep+willys which had no ability to post photos or graphics. Pure text and no subjects. There were a lot of flames shot my way then by YJ and CJ owners.

 

[AndyG]

Such a great video, so proud of what those two guys came up with. And when I have referred to Jim Repp in the past, that's the shorter guy in the middle I was referring to. A really good guy.

Greatest line in that video, after they heard they had received 8500 pre-orders after they forecasted they thought they could sell 3500 the first year, was ' Oh thank goodness we're not going to be fired'.

The biggest problem with being a pioneer is you might end up with an arrow in your back.

You really have to appreciate the tenacity to bring that to fruition and I really love the fact that it was a runaway success- Arguably the most significant jeep specialty model ever produced and without a doubt one of the most capable vehicles to ever be sold to the public.

I’ll take a couple.

 

[Jerry Bransford]

The biggest problem with being a pioneer is you might end up with an arrow in your back.

You really have to appreciate the tenacity to bring that to fruition and I really love the fact that it was a runaway success- Arguably the most significant jeep specialty model ever produced and without a doubt one of the most capable vehicles to ever be sold to the public.

I’ll take a couple.

Exactly, those two guys experienced a lot of grief over their vision of what we "lunatic fringe" people really wanted. Every time I talk with Jim Rep via phone or text, which isn't that often any more, I usually end up thanking him again for making the Rubicon happen. He chuckles but he's more than aware of how much his Rubicon is so loved by Jeepers. I think/hopefully we'll probably end up getting together at some point since I moved to Florida, he has a summer house south of me.

 

[AndyG]

Exactly, those two guys experienced a lot of grief over their vision of what we "lunatic fringe" people really wanted. Every time I talk with Jim Rep via phone or text, which isn't that often any more, I usually end up thanking him again for making the Rubicon happen. He chuckles but he's more than aware of how much his Rubicon is so loved by Jeepers. I think/hopefully we'll probably end up getting together at some point since I moved to Florida, he has a summer house south of me.

Take pictures and be sure to give him a big hug from everybody- A lot of us would still be stuck on the trail if it weren’t for him.

 

[Jerry Bransford]

Take pictures and be sure to give him a big hug from everybody- A lot of us would still be stuck on the trail if it weren’t for him.

Absolutely.

 

[jjvw]

The curious thing about the interview is the portrayal of the Jeep executives who seemed to be absolutely clueless about the what was happening to their own products in the aftermarket. Lockers and lower range transfer cases weren't a new thing or rare in the late-90s. We are led to believe that the ivory tower Chrysler execs were so out of touch with the Jeep and off-road world of the day that these things were relegated to some tiny niche lunatic fringe.

 

[AndyG]

You know if you really listen to the conversation they did one of the smartest things any business person can do....They simply listened to their customers. I know that seems like it would be the natural thing to do but you would not believe the business people that have their mind made up about what they’re going to take to the market. Most of the time people like that will fail miserably if they don’t adjust quickly.

When I started my construction company I had worked as a service manager and sales person in the same industry and I knew that people wanted cleanliness, floor protection, dust control, communication and good work. Most upset customers that I dealt with we’re not unhappy with the workmanship as much as they were unhappy with the way they and their home were treated- But once offended they would take it out on the work and have no mercy.

The proof that what they did was so powerful is the fact that package is still the most sought after today- in all models. Even the ones they were responsible for creating are holding exceptional value when in good condition.

You know they have to be proud going down the road and see those seven letters.

Thank you @Apparition for taking time to share that.

 

[Apparition]

You know if you really listen to the conversation they did one of the smartest things there any business person can do....They simply listened to their customers. I know that seems like it would be the natural thing to do but you would not believe the business people that have their mind made up about what they’re going to take to the market. Most of the time people like that will fail miserably if they don’t adjust quickly.

When I started my construction company I had work as a service manager and sales person in the same industry and I knew that people wanted cleanliness, floor protection, dust control, communication and good work. Most upset customers that I dealt with we’re not unhappy with the workmanship as much as they were unhappy with the way they and their home were treated- But once offended they would take it out on the work and have no mercy.

The proof that what they did was so powerful is the fact that package is still the most sought after today- in all models. Even the ones they were responsible for creating are holding exceptional value when in good condition.

You know they have to be proud going down the road and see those seven letters.

Thank you @Apparition for taking time to share that.

It helps when you have customers who know what they want.

 

[Mike_H]

The curious thing about the interview is the portrayal of the Jeep executives who seemed to be absolutely clueless about the what was happening to their own products in the aftermarket. Lockers and lower range transfer cases weren't a new thing or rare in the late-90s. We are led to believe that the ivory tower Chrysler execs were so out of touch with the Jeep and off-road world of the day that these things were relegated to some tiny niche lunatic fringe.

Not necessarily clueless, but a little out of touch is probably fair. The execs at Chrysler weren’t just paying attention to Jeep…they had Dodge, Chrysler, and probably Plymouth to be worried about. That’s a lot going on and when you do already make the most capable off road rig being sold, they will ask, why? It’s their job to do so. I bet the single biggest influence Jim and Dave had was the comment about it being like the Viper is Dodge. The Rubicon turned into so much more, but at the time, they were all about having that icon. Same company that green lighted the Prowler and the PT cruiser, fer gosh’s sakes.

 

[Jason06]

Great video! Thanks for sharing

 

[sideproject]

Exactly, those two guys experienced a lot of grief over their vision of what we "lunatic fringe" people really wanted. Every time I talk with Jim Rep via phone or text, which isn't that often any more, I usually end up thanking him again for making the Rubicon happen. He chuckles but he's more than aware of how much his Rubicon is so loved by Jeepers. I think/hopefully we'll probably end up getting together at some point since I moved to Florida, he has a summer house south of me.

Do it! And pick his brain for more behind the scenes stories (to share with us of course )