A Jeep Wrangler is an icon, but it drives like a completely different icon: a wokkel. That makes the challenge that Sam's Garage took on enormous: the company of Samuel van Vollenhoven and Bernhard van Oranje wanted to build not just a slightly nicer Wrangler, but one that could compete with the best-driving SUVs on the market. Surprisingly, they succeeded in doing just that.
"Actually, I wanted to get started with a Mazda MX-5," Samuel van Vollenhoven says in an unguarded moment. "My parents asked me if I had gone completely crazy." He looked at the MX-5 for a special reason: He was looking for an automotive icon to start improving it. The young entrepreneur - he's eighteen - wanted to get started; he's studying entrepreneurship, and obviously you don't just learn that in school. But he doesn't have to invent the wheel on his own, either: he works for Sam's Garage together with his father, who has been an entrepreneur and a car enthusiast for many years. His name? Bernhard van Oranje. Of course, the first thing we ask him is what he had against the MX-5. "Nothing in fact, but of course we were looking at it from a business point of view. And then you see with such an MX-5 that a significant part of the owners does not have the money for rigorous modifications, while for the part that does have the money for it, everything is already available." So why the choice did fall on the Wrangler? "It is an icon; its history runs in a straight line from the legendary Willys MB to today. On top of that, it's a car that people want to give their own touch to, with different bumpers, different wheels, you name it. We can do that too, only we took a more rigorous approach. With a purpose, because we wanted to make the best driving Wrangler you can think of." Yet it wasn't just about driving, as personalization is also an important part of what Sam's Garage offers.
The feel of metal
To show what is possible, Van Vollenhoven and Van Oranje built two cars, both using the Jeep Wrangler Rubicon 392 as a base, the first Wrangler with a V8. For that build, they looked for partners: in terms of exterior modifications, Sam's Garage works with Niels van Roij Design, while Bas Koeten Racing signs on for the technical modifications. "The design of the Wrangler is good, everyone recognizes that car," says Niels van Roij. "Only in the U.S. it's an inexpensive car, while here it's not. So if you buy a Wrangler here, that means the level of finish is different from what you're used to from its price range. Logical, because it was designed for a very different price level." The modifications Van Roij made are more drastic than you might think at first glance. You see, you still see a real Wrangler, but better: with different wheels, different bumpers, a different grille and a completely reupholstered interior. Van Roij: "We make a flying start by fitting the bumpers from the 392. Here, every Wrangler comes with plastic bumpers, but the 392 has nicer bumpers that are metal. We actually do that throughout the car: use nicer materials. In addition, we completely repainted the green Wrangler in a new color. Green, because that has a long tradition within the family, but of course also with Jeep." Those nicer materials Van Roij is talking about are used at the edges of the taillights, tow hooks, side vents and door handles, among others; here, the Wrangler's cheap-looking plastic is painted with Magic Metal, a type of paint that - the name says it all - creates the feel of metal.
Zandvoort edition
The interior of the Wrangler has also received a complete makeover. Doors, dashboard, armrests and seats of every Jeep from Sam's Garage are covered in special soft leather or alcantara, handmade in the Netherlands. The green Jeep we drove was even fitted with completely new sport seats. Customers can personalize their Wrangler in every detail here: there are even different types of air vents available. Van Vollenhoven: "We really wanted the Jeep to feel more luxurious in everything, with a focus on performance on the road and a high level of material quality, both inside and out. We offer customers bespoke materials, unique wheels, trim, colors and sound systems, and for everything, we make it with craftsmanship of the highest level." What sets Sam's Garage apart from other companies is that the Wrangler is also technically upgraded: those who want it can even have the Jeep's power boosted to 840 hp. Van Vollenhoven is confident about the quality of the modifications, evidenced by the cars ready for a brief comparison: the Mercedes-AMG G63 and the Aston Martin DBX 707. The green Wrangler has even been named the Zandvoort Edition. We ask Van Oranje, co-owner of the circuit, if another car would not have been a more logical choice as the base material for such a Zandvoort Edition. "Not at all even. Brands like BMW and Porsche already make fantastic cars themselves. With a CSL or GT3 RS, we don't need to go back to work. With a Wrangler, on the contrary, you can make enormous progress. Besides, Zandvoort obviously has more than one circuit, and this Jeep is very suitable for that." Van Oranje himself once had a Land Rover Defender modified to his wishes. That naturally raises the question of whether he was dissatisfied with that Defender. "Not at all, it's rather the other way around. That Defender was actually the inspiration for this Wrangler. There are lots of companies that do something with Defenders, whether it's technical or optical or both. But for really good Wranglers, it was different. We saw a market for that, but then I wanted to have the best driving Wrangler in the world. That's why, for example, we had a special wheel made to fit the Pirelli P Zero, because that's the very best tire in my eyes." By the way, not only in his eyes, because in a recent test by the British magazine EVO, this tire came out on top.
MASTERS Magazine
Curious about the rest of the article? In the spring edition of MASTERS, three entrepreneurs shed light on the future: Raymon Pouwels (GO Sharing), Merel van Helsdingen (Nxt Museum) and Tim van der Wiel (GoSpooky). According to the latter, ever-accelerating technological advances offer tremendous opportunities. "There has never been a better time to have a good idea. Technology is in your pocket!" Sports journalist Jaap de Groot outlines the contours of the new playing field of international sport after the resounding success of the World Cup in Qatar. And futurist Adjiedj Bakas also shines his light on the future. According to him, next year will be dominated by the search for the economy of happiness. "We are not only going to look at what makes us money, but what makes us happy," he says. Perhaps this edition contributes to that, with a look back at MASTERS EXPO, a road trip with the new Range Rover and interviews with equestrian Pope Jan Tops, Red Bull Racing team boss Christian Horner, chef Margot Janse and visual artist Spencer Tunick. Happiness!
