Rugged Ridge manufactures a line of Jeep and truck aftermarket accessories.
When you market your products toward an outdoor lifestyle, you don’t exactly want to have a cute and cuddly image. After all, we’re folks who like to trek far off the beaten path and wade hip-deep in thick, glutenous mud on our way to cresting giant, boulder-laden trails. We want something tough, something aggressive. Rugged Ridge, in its recent rebranding, takes on a more aggressive interpretation of that lifestyle with its new logo design.
Rugged Ridge manufactures aftermarket Jeep accessories and floor liners. In fact, TFL’s own Tommy Mica has a set of Rugged Ridge wheels on his 2016 Jeep Wrangler JK. Check it out below:
Rugged Ridge has been around for awhile now. Since its founding in 2005 by former parent company Omix-ADA as an aftermarket Jeep accessories brand, Truck Hero Inc. acquired the company in 2017. Rugged Ridge claims the new ownership and a new line of gear for the Jeep Wrangler JL inspired the design change.
Taking things in a new direction?
According to the company’s director of marketing, Henk van Dongen, “We took our experience from developing thousands of accessories and combined it with the knowledge and support of Truck Hero Inc. to decide where we should take our brand over the coming decade.” Rugged Ridge is currently based on Suwanee, Georgia.
Over time, the company aims to seize upon the success of the Jeep Wrangler JL in the marketplace. “We’re excited to debut our updated branding logos to reflect these changes.” Rugged Ridge competes against an ever-expanding range of aftermarket suppliers. The new branding seeks to set a new standard within the industry with an “innovative” design philosophy, according to van Dongen.
Stay tuned to TFLoffroad.com for more aftermarket news, views and real-world reviews!