One of the little games my oldest daughter, Claire, and I play is spotting funny license plates.

Whenever I see one that makes me laugh, I'll snap a picture and text it to her. It's become kind of our thing.

A few weeks ago, on my way to work, I pulled up behind a Jeep with the plate MUDNUT. Perfect. I grabbed my phone, snapped a picture, and sent it over to Claire. As I looked back up, I started checking out the Jeep.

That's when I noticed the bumper.

Almost all of the powder coating was gone. The rear bumper was covered in rust, and the swing-out tire carrier wasn't even latched anymore. The latch had long since left the chat, so a ratchet strap had become part of the design.

I couldn't help but think about the guy driving it.

When he bought that bumper, I doubt he was thinking about replacement latches, customer support, or where he'd find parts a few years down the road. He was probably thinking about the next camping trip, the next trail ride, and how much money he had just saved compared to the more expensive options.

Now every time he wants to open the tailgate, the first thing he has to do is unhook a ratchet strap.

As I sat there waiting for the light to turn green, I realized I wasn't thinking about the bumper anymore. I was thinking about the company that sold it.

Who was he supposed to call?

If that latch finally gave up, could he even buy another one? Would anyone answer the phone? Would the company still exist, or had it disappeared like so many brands seem to do these days? Would every attempt to contact someone, end with MUDNUT feeling ghosted?

That one stoplight got me thinking about a question we hear all the time.

"Why does your bumper cost so much more?"

It's a fair question.

When you're shopping online, it's easy to think you're comparing bumpers. You're really comparing prices. The problem is, most of the things that separate one bumper from another aren't visible in a product photo.

You can't see the engineering that went into it. You can't see the extra support hidden inside the bumper. You can't tell how the steel was prepared before it was powder coated, or whether it received a zinc-rich primer. You certainly can't tell whether the company that built it will still be around five years from now when you need replacement parts.

Those are the things that make buying online difficult. You're making a decision with limited information, hoping you've made the right choice.

A couple of weeks ago, I had a conversation with a potential customer named Logan that reminded me of this.

Logan had our bumper open in one browser tab and another bumper that was almost half the price in another. He really wanted ours, but he couldn't figure out how to justify spending that much more.

As we talked, it became pretty clear that he believed the only real difference between the two products was the price.

So I said, "I'll tell you what, Logan. I'll build you one for the lower price."

There was a pause.

Then he said, "Oh?"

I said, "Sure. We'll just make a few changes. We'll use thinner steel. We'll cut out some of the reinforcement our engineers added. We'll swap in cheaper hardware. We'll skip the chemical wash and zinc-rich primer before powder coating, and we'll probably find a less expensive powder while we're at it."

Then I smiled and said, "One more thing. If something breaks, rusts, or wears out, don't call me. We won't stock replacement parts, we won't recoat it, and we won't have anyone here to help."

Logan laughed.

He immediately understood what I was getting at.

Every manufacturer has to make decisions about where to spend money and where to save it. Those decisions become the product.

One of the things I've always loved about the off-road industry is that so many of the companies started the same way.

Somebody bought a Jeep, a Toyota, or an early Bronco, took it out on the trail, found something that frustrated them, and decided to build a better solution. They weren't trying to become manufacturers. They were just trying to solve a problem on their own vehicle or for their friends.

We're no different.

Long before there was Victory 4x4 or JcrOffroad, there was a Jeep sitting in my mom's garage and a list of parts I wished somebody made. When I couldn't find them, I built them.

That's how this whole journey started and why we exist today.

See you on the trails!
Brian Meyers CVO / Victory4x4 / JcrOffroad