The Rubicon Jeep Wrangler Almost Didn't Happen: The Story of a Couple Guys & a LOT Of Patience!

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In this video we dive into the crazy history of the Jeep
It's been 20 years since the first Jeep Wrangler Rubicon models hit the trails, and in this video Roman covers the history of how the very first Wrangler Rubicon TJ came to be!
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#Jeep #Wrangler #Rubicon

[@s.e.bartels6667]

I went to Camp Jeep with my dad all those years ago. We got to test drive the then new Rubicon and I bought one the next year in '04. I still have it! You guys did a great job on that program. It was everything I wanted in a Jeep. Thank you for all your hard work. OIIIIIIO

[@Stylemaster911]

These dudes are legends. Awesome to still see them with the company!

[@YouTubeFunHandle]

Lot of dedicated people worked for the company more than 30 years.

[@deadletter19]

Jim retired last year.

[@computer1166]

It’s fascinating see if you have a hobby you can make a living from it and maybe change the world

[@Nikephorus]

Super cool interview. Interesting to hear how this happened. How it was pushed by two passionate guys at Jeep.

[@betweenthepines4000]

Pretty awesome. Fast forward 20 years later and these awesome dudes are still involved. Not some “shoe in” Italian like every non jeepers imply.

[@jeepindave5464]

I read this story back in the day 20 years ago. These guys secretly upgraded jeeps and stuck the corporate guys in it during events and they couldn't pry the guys out because they performed so well. The executives were afraid the average consumer didn't know what dana 44s and 4:1 transfercase was. They just sae a sticker and tires to try to justify the huge price increase. It became instantly popular and the transfercase was a big choke point in production. The air locker was from a no name supplier but they never could break it. Cool story how it became to be.

[@salami99]

the air locker is from a japaense brand i believe and it does have a name. tj forums is my source. they don't make lockers now tho and jeep moved to elockers jk

[@CarnutMM]

I remember that story too

[@LukeEdward]

I miss my TJ. Bought my first one 20 years ago and, 4 owners and 200K+ miles later and it’s still in my home town. I should go buy it back.

[@Jake-pq3iz]

I’m doing just that on Saturday.

[@anthonymrskipt9252]

Your best interviews are always with the Jeep guys! They always seem more enthusiastic about what they’re doing than any other industry folks. I suppose it’s obvious you guys also love Jeeps. Really, really great!

[@WampaJT]

Great interview, I bought a 04 Rubicon, then a 2011 JKU Rubicon, and now a 2022 Gladiator Rubicon, wheeled them all , modified them all, went to Moab in the 2011, became part of the local Jeep club, met my now fiancé through the Jeep club. Jeep life is a real thing.

[@salami99]

this means so much to me. i think the tj is the best too, got one in my garage and learned everything about it. it was a golden era.

[@MultiPurposeReviewer]

I think the TJ is the best generation of Wrangler (probably the LJ, most specifically). It had a bunch of improvements over the YJ, and the Rubicon obviously had even more features, but it still has that older vehicle charm, and it was still a small vehicle before it became so inflated with the JK. Not that I currently have the money to buy one, but if I could find an LJ in Solar Yellow... mmm, that would be just beautifully perfect.

[@Autoguru83]

LJ sucks it's ugly and over hyped not needed unless you want to rock crawl out in Moab...

[@danhambrick6331]

So those two guys are the OG's of the Rubicon package.💪👊👍👍🇺🇲

[@computer1166]

Maybe I am nostalgic but I love this video because I can see the guys whom made history making the already big off-road aftermarket much more bigger to die hard jeepers and amateurs; you rock guys!!!

[@bruceklassen8261]

Thanks to them Jim and Dave , what an incredible jeep you built

[@On-tele-gram-Apmau1]

Let's talk on niecgram about a 0 ?

[@PerkinsFarm]

Love my '03 Rubicon. First Jeep I ever bought and will be with me until I am gone!

[@On-tele-gram-Apmau1]

Let's talk on niecgram about a promo

[@mariodesmo]

I bought a TJ Sport in 2005 and built my own Rubicon. I installed 33's (now 35's), a 4:1 transfer case from a Rubicon, ARB lockers, gears, Nth Degree lift, etc. They are amazing little rigs! Still have it and I don't believe I'll ever sell her!

[@JeepTJWheelin]

👍

[@drnick40]

A great example of an American ingenuity. Hats down to these guys.

[@rockweeks5697]

I really enjoyed listening to these down to earth Jeep engineers since they helped in the design of my 2001 TJ. I have bought, all new, an 1978 CJ, a 1987 YJ, a 2017 JKU. I sold all of them for numerous reasons at the time but in 2021 I bought my 2001 TJ as a retirement gift to myself. I love it! I found the build sheet on line and found that it was a special order TJ. It was built with a 44K rear axle, 3.73 gears with a trak-lok differential as well as the upgraded sound system, ps, pb, cruise, automatic trans, the upgraded stereo system, the 4.0 six and it originally came with both a soft top and a hard top. It has had 6 previous owners but this Jeep was sold in Arizona and has never left the state. So it has zero rust. Since I bought it I have added the front bumper w/winch, the rear bumper w/a tire carrier, the 3.5" Tereflex suspension w/quick disconnect sway bars, side rock guards/steps, hot head head liner, Banks exhaust, 33 x 10.50 BFG K02's on black 15x8 steelie wheels, led headlights and 2 sets of led off-road lights. I'm not done with my Jeep but it pretty much goes wherever I have taken it here in Southern Arizona. As a side note I had a chance meeting with a gentleman at Sportsman's Warehouse that worked his entire life at the Jeep factory that built the TJ models. It was a very interesting conversation to say the least.

[@On-tele-gram-Apmau1]

Let's talk on niecgram about a promo ??

[@JeepTJWheelin]

Great comment! I feel the same about my '05 TJ Rocky Mtn 4.0, Dana 44, lsd, 3.73 gears. Kept it close to stock with a modest 2" lift on 32" ko2's. Fox 2.0 Shox and their steering stabilizer with a "few" other upgrades.

[@diver362]

This video is great because it still validates that buying a sport wrangler can still get you into a lot of fun, capable off-roading!

[@sophiaskeens6417]

Sitting here looking out the window at my Flame Red LJ Rubicon. 😎

[@EricBuenoo]

the unsung hero's of the brand

[@JeepTJWheelin]

Now the brand is in name only.

[@heathaggen1125]

This video makes me so happy, why, in July of 2003 I ordered my Flame Red TJ Rubicon with the Khaki Interior and tops (I had to special order it because it was nearly impossible to find Red with Khaki). Unfortunately I waited a little long and mine had to be ordered as a 2004. It came in on Christmas Eve of 2003 and I am happy to say it is still in my garage. Great to see a Flame Red and love the backstory. Thank You for highlighting it.

[@On-tele-gram-Apmau1]

Let's talk on niecgram about a 0 ???

[@JasonBoydston]

Awesome interview, these guys should write a book about the Wrangler and the Rubicon development!!

[@On-tele-gram-Apmau1]

Let's talk on niecgram about a 0 ?

[@Reality_Filter]

Awesome video! I miss my 2004 Rubicon dearly, sadly it was victim to road salt in New England. So when I purchased my 2018 Rubicon Recon first thing I did was spray the whole frame inside and out along with the underbody with Fluid Film. So after 5 years it's pristine. Thanks again for this video!

[@AHungryHunky]

A hat off to all our beloved trucks and Jeeps who fell to the evil that is road salt

[@josephina24]

My 2000 XJ being one of those vehicles claimed by the northeast. Poor thing is falling apart at every seam, rust holes in the unibody and the works. Still starts and runs reliably every single time

[@betweenthepines4000]

Fluid Film is king up here in Canada too! Truly amazing stuff

[@deejayimm]

So basically you did what the manufacturer should have done at the factory. Oh yeah that's right, built in obsolescence guarantees a steady stream of income.

[@TheXxneowolfxX]

@deejayimm You do understand that undercoating has to be reapplied right? It's a maintenance thing. It'd be like you crying that the engine blew up because you never changed the oil after buying.

[@mrsteve4313]

Awesome to see the guys trying to get by the bean counters and build the stuff people want.

[@AdventureRocks]

What a neat story. Had no idea. Thanks for sharing.

[@rjs2005]

Gawd, how I wanted a TJ Rubicon when they first came out. Even now, Rubi's of that vintage command a hefty premium over more "pedestrian" TJ's. It's awesome to hear the story from the guys who made it happen. Love the renegades within the machine!

[@oscartrujillo5223]

Love these guys, what they did for Jeep in the form of the Rubicon changed the brand entirely, love their down to earth and raw story, they truly are enthusiasts disguised as engineers

[@american_jeep]

Excellent interview! I’ve talked with Jim Repp at length about the Rubicon development and I’m glad to see these guys, the “lunatic fringe”, finally get the acknowledgment they deserve! The TJ Rubicon is the high-water mark in the Jeep line in my opinion!

[@jacobmarx1994]

That was really interesting! Thanks for a great interview! I’ve had 2 CJs, a Rubicon TJ, and 2 Rubicon JLs.

[@brentworls8509]

My first Wrangler had a sticker price of $14,100 with 225s. And it did the Rubicon on 31s which were BIG in 1993, and 33s were huge., 35s were alien tires.

[@On-tele-gram-Apmau1]

Let's talk on niecgram about a 0 ???

[@JeepTJWheelin]

32" ko2's or MT's get the job done. So many think they "need" 33's - 40's to wheel. So foolish!

[@brentworls8509]

@@JeepTJWheelin Depends on where you want to go. But for 90% of the stuff, you are right.

[@JarradShaw]

Love it. Thanks guys. This was awesome.

[@ronaldmercer9616]

Bought one new in 03 , 26000 , its still going, bad paint and some dents but still rocking

[@irfanbedretdin3591]

Outstanding!! Hats off for these guys!!

[@Evan_Land]

Found this 10 months later, but these guys remind me of Sheldon at Toyota talking about the Tacoma 2024. Super down to earth, know their stuff, and been with the company for years. These are the guys that should be introducing new Jeeps. I always feel like the other Jeep interviews just get filled with "corporate speak."

[@rosswallace2969]

Great interview

[@jeeper5264]

GREAT Interview!!!...love this..Thanks guys!

[@On-tele-gram-Apmau1]

Let's talk on niecgram about a 0 ?

[@ROgletree]

Thanks for everything you did.

[@campcrafter4613]

Great Job! Spearheaded by a couple of jeep guys. that under stood and a tip of the hat to corporate, they did build a few to market and see if the lunatic fringe dept. was on to anything .

[@dantodhunter8373]

One of my all time favorite episodes!

[@rockshockoffroad4x43]

Awesome video

[@kcp7042]

Then one day the guys at Dodge saw a Rubicon drive by and said “hold my beer”… then poof! Power Wagon!

[@ectofix8447]

That was awesome!

[@stevevice9863]

This is why you don't let the beancounters dictate the design of vehicles. The guys that actually use the vehicles know what the customers want. Reminds me of the 60's when Chrysler engineers had a racing team called the Ramchargers. They would push the stock parts to the limits and redesign what ever broke. The Chrysler engines and transmissions from that era were bulletproof.

[@On-tele-gram-Apmau1]

Let's talk on niecgram about a promo ??

[@schlexpeditionsreviews4703]

Super cool backstory. As an auto engineer who moved to Detroit after college to enter the industry, hearing these guy's story from back in the day is gold. Thanks Roman for this interview

[@ernestoross]

Learned a lot. Great interview! (BTW: I'm still happy with my JL Sport S.)

[@akjeepnjon6470]

Cool little backstory on how the Wrangler Rubicon came to be, with that said I really enjoy my JK Unlimited Rubicon!

[@serenojones]

Awesome video. I really enjoy all your videos, in addition to being informative, they are very funny. I especially enjoyed the video on the rubicon trail. The Jeep that you guys used in that video was the inspiration to modify my Jeep.

[@On-tele-gram-Apmau1]

Let's talk on niecgram about a 0 ?

[@carlosr.garcia9996]

Great Video! Thanks for the stories! Cheers from a Jeep Wrangler JK guy!

[@explore_off_road]

This was really cool! I digged that history lesson. These two (and their crew) pretty much changed an industry ... which took almost 20 years for anyone (another car company) to compete. Really cool episode.

[@spartanchirho]

Thanks fellas!!!! That was fascinating!

[@On-tele-gram-Apmau1]

Let's talk on niecgram about a 0 ???

[@dougosepchook6667]

Love it! Great story.

[@Jeeppeeps]

this was tremendous thank you for doing this!

[@On-tele-gram-Apmau1]

Let's talk on niecgram about a promo ??

[@jeffschaub]

I had the pleasure of working with Jim in his final year before retirement, and it truly is amazing how a single person (or two in this case) changed the course of a brand. Jim ALWAYS cared about the Jeep customer and that was his motivation.

[@kyledexter485]

What a cool story. Makes me want a jeep even more.

[@mmiller1188]

The 241 and front 44 were the real ticket. There was a rear 44 offered in TJs with factory 3.73 gears, but only the weak low pinion 30

[@bosse641]

Lovely little Jeep. 🥰

[@shanevanorder2644]

Can they make a jeep with all the suspension stuff but with out all the extra electronics

[@AustinH7]

Amen

[@JeepTJWheelin]

Yeah, it's called a TJ.

[@shanevanorder2644]

@@JeepTJWheelin I want one

[@etmccaus]

These guys are GREAT.

[@paulharden9900]

Great interview ! Interesting to hear how the Rubicon came to be. It was amazing that marketing thought they would sell 2500 and the had 8700 orders the first year.

[@On-tele-gram-Apmau1]

Let's talk on niecgram about a 0 ???

[@triciabritt3861]

Loved the video, very interesting Dave! If I could have any vehicle I wanted I would pick a Jeep Rubicon or Wrangler. Great work guys.

[@On-tele-gram-Apmau1]

Let's talk on niecgram about a 0 ???

[@Earlywinters09]

Great guys. Great story.

[@glennkverneland833]

Excellent! Well done Roman, and I don't even care too much about Jeeps. 🤪

[@davidpippin3460]

The rubicon wheels on the TJ were the best looking wheels ever made for Jeeps.

[@AWolfpackJTR]

Awesome interview! It would be awesome to hear more stories from them on the podcast. I was surprised they didn't know the Electronic Sway Bar Disconnect was added in 2007, on the first year JK and JKU, long before the 10th Anniversary Rubicon in 2013.

[@raymndstannski3947]

Roman does a good job for knowing what people are interested in

[@On-tele-gram-Apmau1]

Let's talk on niecgram about a 0 ???

[@ball50np]

I could listen to these two guys talk for hours

[@Robert-pm6bm]

Very cool story!

[@On-tele-gram-Apmau1]

Let's talk on niecgram about a 0 ???

[@MikeGabler]

Way to go Dave!

[@normanhaney583]

Love my original 2003 Jeep Rubicon!

[@On-tele-gram-Apmau1]

Let's talk on niecgram about a 0 ?

[@ntme6506]

That TJ is my dream vehicle.

[@TJY2K]

My hero's 🥲 great story!

[@bricegraham8256]

Also shout out to Texas! I see that Texas registration sticker on the TJ. Maybe it's a sign.

[@douglasvieira1990dv]

Cool content !

[@On-tele-gram-Apmau1]

Let's talk on niecgram about a 0 ???

[@Ihateironyanddumbusernames]

These dudes are super chill of course they're jeep guys

[@richardpedersen9189]

GREAT VIDEO, Gentlemen!!!

[@On-tele-gram-Apmau1]

Let's talk on niecgram about a 0 ???

[@shitloveaduck]

I like the development process,,,😂😂. The reason the Rubicon package works so well is because there were only a couple of guys and not some big team to mess it up. Great job fellas!! I remember a buddy that was very pro Jeep and he had a CJ5 that was built with lockers front & rear on 33s. The minute one of these hit the lot he traded!! He paid on top of course, but he was amazed at what to got for the price! Initially it really was a deal for what you got. Popularity drove the package price up to the point it isn’t as much of a deal financially. Still, try to turn a regular loaded Sahara into a Rubicon level Jeep and it’s gonna cost much more than just buying a Rubicon,,,, unless you do all the work and installation yourself. The lockers alone are truly expensive!!

[@GentleGiantFan]

I love my JKUR, but I miss my old TJ. I had a 2005 Patriot Blue Sport, then later on got a 2005 Orange Crush Rubicon. The blue Sport holds a special place as it was the first new vehicle I'd bought.

[@JeepTJWheelin]

That's a shame!

[@80KG_Costco_Chicken]

after 20+ years, still looks better than many new vehicles

[@betweenthepines4000]

As a high school graduate at the time, I wanted the Rubicon LJ so badly!! Obviously I couldn’t afford one going to school and college. I had to wait until 2011 to buy my first Wrangler and fast forward to today and Ive owned 4 Jeeps. Loving my 22’ Gladiator Mojave! I will continue to own these until Im too old to jump into one.

[@On-tele-gram-Apmau1]

Let's talk on niecgram about a 0 ?

[@bones549]

wow give the customers what they want what a concept :)

[@pernell4351]

Need bring back the 4L

[@JeepTJWheelin]

Unfortunately will never happen in this age of obsolescence.

[@dirf554]

I’d love to see a video of That 5.9 TJ 😊

[@On-tele-gram-Apmau1]

Let's talk on niecgram about a 0 ???

[@RocHopn]

I bought 97 TJ Sport 10 years ago! Made some mods to it for my wheeling style, and I don't think I will ever sell it! However, a JK is in the future!

[@On-tele-gram-Apmau1]

Let's talk on niecgram about a 0 ?

[@Trex76us]

I got my Jeep Rubicon brand new 20 years ago. I still drive it today. Just not every day any more. It also look a lot different as it sits on 37s. I would get a 20th if we could get it with a 3.6L

[@On-tele-gram-Apmau1]

Let's talk on niecgram about a promo???..

[@CarnutMM]

The true saviors of Jeep along with Mark Allen. I agree. The TJ was the sweet spot. I’ve had 1 CJ, 2 YJ’s and now 1 JK.

[@JeepTJWheelin]

Had an '08 jkx, with that pos 3.8 mini van engine. Came to my senses and got rid of it. Now have the best vehicle I've ever had, an '05 TJ Rocky Mtn 4.0

[@Jake-pq3iz]

I’m buying one just like it on Saturday.

[@haroldreade8537]

Old CJs came with a 304 V8 in the 70s

[@timmannchicken]

The interior on the 99 TJ is exactly like my 98 XJ. 8-), of which now my nephew drives.

[@On-tele-gram-Apmau1]

Let's talk on niecgram about a promo ??

[@B86432]

best rubi ever

[@shankarbalan3813]

Truly the pioneering spirit. Well done gentlemen. You’ve created a real cult.

[@abouttime7316]

I have an 03 TJR I’ve owned for 7 years now and don’t get me wrong I love it but shame on Jeep for the 42RLE. The previous of owner of my Jeep had to replace the transmission and I now have parked the Jeep because it needs another transmission!

[@graemelliott3942]

Hope those guys were well compensated for their efforts and ideas. They’re responsible for millions in Revenue for Jeep.

[@bikingD]

So much nicer than the new ones. A true Jeep. 2 door, 4.0 I6, a stick shift. The new one just a massive school bus.

[@On-tele-gram-Apmau1]

Let's talk on niecgram about a 0 ???

[@JeepTJWheelin]

Definitely agree! 👍

[@rusure2171]

I'm glad Jeep had off-road enthusiasts working behind the scenes directing the future of this iconic vehicle.

[@On-tele-gram-Apmau1]

Let's talk on niecgram about a 0 ?

[@J.Young808]

Probably the best is the LJ Rubicon. I really wished I could have driven one off the Showroom floor

[@On-tele-gram-Apmau1]

Let's talk on niecgram about a 0 ?

[@frankmartin3182]

I love this story we always hear about the mustang gto and etc but never anything about the offroad

[@On-tele-gram-Apmau1]

Let's talk on niecgram about a promo

[@bambikiller338]

The two locker air actuating pumps are impossible to get now turning old rubicons into rubican’ts by disabling their lockers. I own a 2006 and feel this pain once mine go out.

[@arthurstoys7981]

I love Jeeps

[@On-tele-gram-Apmau1]

Let's talk on niecgram about a 0 ???

[@TheCoyote808]

These gentlemen did more for the used Jeep market than they get credit for. Those TJ Jeeps, even non-Rubicon Sahara models fetch a steep premium on the used market today.

[@timsharkey1993]

Pretty awesome example of letting guys who know what they’re doing go ahead and do it.

[@zeke7142003]

The lockers were wired to disconnect at 10 mph. Any wheel spin and it was basically a normal 4WD. Luckily there was a simple fix that took about 5 minutes.

[@WampaJT]

yup, thankfully they had a gear driven rear limited slip, and the 5 min jumper to enable lockers in 2 and 4hi was awesome. I wonder if they left them as only 4lo for a reason . But yeah this was back before traction control and ABS was even a option on a TJ Rubicon