Exclusive: JK-Forum Goes Behind the Scenes at AEV

When it comes to custom Jeeps, American Expedition Vehicles (AEV) has earned quite a rep for its take on the SUVs since being founded in 1997.

From the company’s two-door Brute, first unveiled in 2002, to the new limited-edition Filson Wrangler built in collaboration with the outdoor apparel company, AEV has become one of the most respected specialty Jeep manufacturers in the world. So when JK-Forum was invited to tour AEV’s new 80,000 square-ft. facility in Michigan with marketing director, Matt Feldermann (pictured below), we jumped at the opportunity to gain more insight about the company.

JK-Forum: What was the primary objective with AEV when it was founded?

Mat Feldermann: When Dave Harriton first founded AEV, the company was started on the concept of taking a TJ Wrangler and stretching it to make it more capable. So some of the very first AEV products that you will still see are the long wheel base TJs that are very similar to what became the Unlimited Wrangler. We were actually producing those during the late nineties. The Wrangler was such a great vehicle, so capable but the one down side was there wasn’t much room in it. We wanted to make the Wrangler bigger, and that’s what put AEV on the map.

Later on it was the TJ Brute that got us notoriety, where we turned the TJ Wrangler into a pick-up truck. That is the single product that really launched us into the industry. When we first debuted that vehicle at SEMA in 2002 as a prototype, we won a Chrysler Excellence Award and tons of recognition throughout the industry. It made people want to know AEV and figure out what we were all about.

JK-Forum: What exactly is the relationship between AEV and Jeep, because there tends to be some confusion on whether or not there is some type of collaboration that takes place between the two companies?

Feldermann: Essentially, AEV is a supporter of Jeep and the Jeep brand. We try to elevate the brand as it relates to helping bring more awareness to its capabilities. It’s really a great vehicle for so many purposes and such a great platform to start with when you’re building a vehicle, so we’ve embraced that.

Over the years the two companies have gotten closer to the point where they have used some of our performance parts on special edition Wranglers. You can see our front and rear bumpers on the Call of Duty Special Edition Wrangler, and most recently the Moab Edition Wrangler. So we’ve worked together but there is no official partnership.

JK-Forum: What would you say is the core DNA of AEV compared to some of the other companies that build custom Jeeps?

Feldermann: The biggest thing that sets us apart from all the other builders is that we strive to take a OEM level approach to everything we manufacture. So that boils down to the materials that the parts are made of, the coatings, the testing, the tuning, the end results to the consumer in how the vehicle performs, rides, drives. We take a very holistic approach to everything we manufacture.

Everything we manufacture is designed to work in harmony with each other for a completely tuned system. We don’t just focus on wheels, or bumpers, or lift kits. We focus on the entire package.

JK-Forum: What does AEV’s current product offerings consist of?

Feldermann: It’s gotten pretty extensive for the JK Wrangler. Without getting too specific, it includes complete front and rear bumper packages, a variety of suspension systems, wheels, exterior accessories like a roof rack, heat reduction hood, raised air intake systems.

We’ve even gotten into some interior components, seat covers, floor mats, cargo liners and back-up camera systems. So if you look at our turnkey vehicle conversions it’s a complete front to back top to bottom conversion. Not just a Jeep with wheels and tires and a lift kit. It takes on a complete transformation.

JK-Forum: But the company doesn’t do any type of engine modifications?

Feldermann: We don’t modify the engine but we do offer HEMI-V8 upgrades. So you get a factory quality V8 engine in your JK that looks like it was there from the factory, can be serviced like it was there from the factory, performs like it was there from the factory. But it’s something that we do.

JK-Forum: How long does it take to build a complete turnkey AEV product and what does that process entail?

Feldermann: The turnkey process timeline is directly related to how many vehicles are currently in line. As of right now, we have a ton of vehicles in line so the average wait for a JK Wrangler turnkey conversion is about 2 months, a Brute Double Cab is about 4 months. Obviously, this can depend on the complexity of the build, but those are pretty average figures.

JK-Forum: How did the Filson project come about and what’s the end-goal of a collaboration like that for AEV?

Feldermann: The Filson partnership came about last year. We saw Filson as an industry leader in their niche, high-end, high quality goods, made in the USA, for the refined outdoorsman and they approached us wondering if we’d entertain the idea of possibly doing a special edition Filson Brute Double Cab and then the Wrangler. It’s really a great way to showcase the quality that Filson brings to the table in a vehicle that we are known for.

JK-Forum: Exactly how many units does AEV produce of its turnkey vehicles like the Filson?

Feldermann: The Filson Brute Double Cab has been out for about a year and the four door Filson Wrangler has been on the market for about 5 months… and the total volume between the two Filson packages is probably at 15 right now, but the Wrangler editions of the Filson vehicles are definitely more popular. If you’re looking at total vehicle production at AEV overall of the vehicles that we manufacture, last year we were at 700 total between Wranglers and Brute Double Cabs.

JK-Forum: What is the customer base for AEV’s specialty vehicles?

Feldermann: It varies. We definitely have people who buy them strictly for the looks. But we have others who buy our vehicles and use them to their fullest extent. They are taking long trips off-road. They are outfitting them with trailers to go on multi-week trips across the US and explore new places. You go to Easter Jeep Safari and you see a lot our Jeeps out on the trail. It’s really the whole spectrum.

JK-Forum: Would Jeep moving the Wrangler to an aluminum body have any impact on AEV?

Feldermann: People ask us that all the time and “what about IFS suspension, what about diesel, what about an aluminum body?” And for us it doesn’t matter. Whatever Jeep decides to do we’ll react to it one way or another. They recognize the importance of the Wrangler and will end up making the right decision.

JK-Forum: What’s specifically on the horizon for AEV?

Feldermann: We are going to stay loyal to the Wrangler. We are going to continue to develop products for the JK platform and beyond with the next generation as soon as that’s released. But the biggest change that you will see with AEV will be the launch of our RAM product line.

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