Factory Ready

For decades, loyal Jeep buyers have been modifying the world's most famous off-road vehicles, making them even more capable of gobbling up the toughest of terrain.

Bigger tires, locking axles, heavy-duty driveshafts and diamond-plate sill protectors are among the aftermarket goodies that 4-wheeling enthusiasts have purchased for their Jeeps. With the arrival of the '03 Wrangler Rubicon, Jeep buyers can have all the off-road capability they will ever need, straight from the factory.

At the end of July the Chrysler Group's Toledo (OH) Wrangler assembly plant began producing these niche versions of the popular Wrangler, and company officials say Jeep could sell 10,000 units annually. Chrysler recently announced pricing for Wrangler Rubicon: $24,995, including a $610 destination charge. That compares with $21,105 for the most popular Wrangler, the Sport.

Jack Broomall, executive engineer-Jeep Vehicle Development, estimates the Wrangler Rubicon has about $5,000 worth of add-ons, if a Jeep owner was capable of installing the gear himself.

Dana Corp., a long-time Jeep supplier, provides its beefier Model 44 axles, previously available only on the aftermarket, as original equipment for the Wrangler Rubicon.