Jeep Is Opening an In-House Customization Facility

The Wrangler aftermarket is about to get some stiff competition

Jeep Wrangler
A Jeep Wrangler in the wild.

Two facilities that have long sat dormant in Toledo, Ohio, are about to be the home of an ambitious undertaking from an automaker, though it won’t be home to a new factory. Instead, the two spaces will be used as the site for a new building — a 250,000-square-foot space dedicated to customizing Jeeps.

An article at AutoBlog by Ronan Glon offers more details about the project, and explores its impact on the existing aftermarket for Jeeps. Glon notes that certain aspects of the project are being kept relatively secret. “The new unit will be operated by a supplier whose name hasn’t been revealed,” writes Glon. “Mopar, the in-house tuner for Fiat-Chrysler Automobiles (FCA) brands, might be its mysterious partner.”

The project is slated to create more than 300 new jobs.

The article also references speculation that the forthcoming facility will focus on the Gladiator and Wrangler, the latter among the most frequently modified cars in America, and both of which are made in Toledo.

The biggest question posed by this announcement will be its impact on the aftermarket modifications industry. The idea of getting a new Jeep with your preferred modifications already installed is going to be an enticing one for many car buyers, but an existential threat to the hundreds of shops around the country that specialize in tuning Jeeps to unique specifications.

Jeep hasn’t provided many details on their plans for the site, other than that they have indeed purchased it. It could make for an interesting shift in the dynamics of how cars are made and modified.

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