We think it is pretty cool. The super hero of 4WDs?
Agree - Disagree?
All set to reply in the 'disagree' column. Then, the decision was made to go out to the porch, watch the sun go down over the Beartooth mountain range and read Scott's article. When this line was read the laughter started... "For some reason, the word “ultimate” causes rational people to lose their minds, synapses exploding and blood vessels erupting into a furry of Disqus comments and Facebook rhetoric." After careful review of the author's limited criteria and more than a few valid points contained in the article this response will now go in the agree column.
AEV's founder, Dave Harriton, must be given kudos for carrying out a well-conceived business plan. How much AEV has grown in the past few years had not been realized till the website was perused moments ago. There has to be a large market to support this operation. As the company is privately held financial records are not available to be scrutinized. Albeit the empirical data seems to point to the company's state of well-being. Here again Dave Harriton has built a business that would be envious of any 'jeep guy'.
As anyone with a degree in business understands considerations have to be given and compromises made to not only appeal to a large market but also limit the risk of litigation in today's society. Even given these facts the marketing statement of AEV that the company offers a "tour-de-force in engineering" is looked upon with nothing short of righteous indignation by the larger "jeep" subculture. In short, the entire AEV platform is based around brackets. In addition, the article's indication that AEV is not a "frankenjeep" is a negative in some eyes. Much better engineering is available although for other specific usages than overlanding. Usages that may encompass overlanding and designs that are at least as capable of the treacheries of a fireroad as the AEV approach. The treacheries of a fireroad seem to be very important in the article's accepted criteria for the "ultimate".
In days gone by auto manufactures did not even make 4 wheel drive trucks. If a customer required this capability the truck was sent to an authorized aftermarket company before getting to the dealer’s lot. It would appear AEV is following suit and offering a service the manufacturer cannot or will not do. Kudos once again to AEV for being large enough to have this impact on the market.
AEV does offer the non-jeep-guy a turnkey solution with a certain amount of support after the sale. Support not seen in the "frankenjeep" world. As a person with a relatively short foray into the bowels of the modern jeep world it is very, extremely even, tiring to hear the same complaints over and over of the technically challenged. In this market AEV has its niche. However, this service does come at a premium. Of course, if the premium is a value or not is up to the individual consumer. Here again the available empirical data shows there is a market for this service. From the other perspective, after reviewing several media articles linked from AEV's news & media webpage and some previously noticed on Yahoo's homepage it could be seen as a shame the larger public may be misled into thinking AEV's approach is the ultimate off-road solution when in fact a more capable jeep can be created for a fraction of the cost from anyone in no less than hundreds of shops across America. Furthermore, if one is not technically challenged and the desire is present the cost is even less to the end-user. Strongly in AEV’s favor from strictly a business prospective a company cannot be blamed for placing their product in the best light possible.
Lastly, the mentioned reaction of people and little ones to the Brute by the review's author including his own personal enjoyment is the usual reaction to driving a modified jeep. A reaction felt by all, jeep-guys and non-jeep-guys alike. A reaction even commented on by this jeep-guy's wife driving his own personal creation.
