Bestop is primarily recognized for producing Jeep soft tops, a venture it has pursued since the 1950s. It stands out in the automotive sector as one of the rare firms that functions both as a mainstay aftermarket accessory manufacturer and a prominent OEM supplier. I find this particularly intriguing, and I’m happy to share that two representatives from Bestop were eager to provide me with an oral history of the company. You’re about to uncover some fascinating insights.
Bestop was founded in 1954, when Tom Bradley (not to be confused with the LAX terminal namesake) began crafting canvas roofs for Jeep CJs in Colorado. The company expanded from a seven-person team operating out of an abandoned schoolhouse to its current workforce of over 500, with many employed in assembly facilities and a headquarters located near Detroit. Bestop has changed hands a few times over the past seventy years and is now under the ownership of private equity (a common fate for many companies). It has evolved into a key component of a small corporate group that encompasses other prestigious aftermarket brands such as Baja Designs (known for quality off-road lighting), PRP Seats (durable seats for off-road vehicles), and Softopper (canvas truck bed covers).
However, the company hierarchy wasn’t the core topic of my discussion with Jake Taylor (Marketing Lead) and Rick Troeger (Senior Program Manager and Engineer) from Bestop. How did this American aftermarket company integrate itself into the OEM sphere? That’s the car enthusiast question I pondered every time I spotted Bestop mentioned in a Jeep catalog.
Interestingly, Bestop’s OEM involvement extends far beyond just Jeep. However, the YJ Wrangler, the squared-headlight Jeep from the ’80s and ’90s, was the launchpad that gave Bestop its significant opportunity. The brand was already an established soft top provider in the 1980s, but for the YJ, Jeep enlisted Bestop for more than just fabric—it was tasked with delivering the entire framework (including frame, latches, etc.) of the inaugural Wrangler’s soft top.
“…during that timeframe as an aftermarket supplier within the automotive industry, Bestop was introduced to Jeep.” Troeger reminisced. “We actually began manufacturing and shipping soft tops directly to the assembly plant in—I believe it was Brampton, Canada—where the original YJ was produced.” They were creating “essentially all of the cutting and sewing as well as a substantial amount of what we’ll term hard goods, the metal frames used to attach the soft top to the vehicle.” This made the YJ soft top project Bestop’s “initial introduction as a tier-one supplier into the OEM sector.”
While continuing to produce soft tops for the aftermarket, that transition to OEM supplier elevated Bestop’s standing as a crucial and influential entity within the automotive landscape. “… they provide us with a vehicle. The vehicle has an open area. And they’ve challenged Bestop to deliver a foldable soft top for them. We designed it, created tooling for it, manufactured it, and shipped it to the assembly plant,” Troeger shared with me. From the YJ through the TJ, JK, and JL models, the manual folding tops were solely Bestop designs.
One of Bestop’s most impactful contributions to Jeep lore occurred during this period—crafting the roof for the esteemed “LJ.”
LJ is not an official Jeep classification—just a colloquial term assigned to the super-cool and somewhat rare elongated version of the TJ Wrangler. The 2004-2006 Wrangler Unlimited, as it was officially titled, remains an exceptional model due to its distinct proportions. Prior to 2007, when “Unlimited” became the designation for the four-door Wrangler model, it was used to describe this extended variant. My friend and Jeep enthusiast David Tracy once depicted it as “the ideal Wrangler,” as it merges the open-top essence of a classic Jeep with the extra stability of a longer wheelbase akin to an XJ Cherokee.
Anyway, Bestop’s “Saturday Morning Skunkworks,” as the team described it, played a key role in bringing the “Long Jeep” into existence.
When the chance arose to create a top for the longer wheelbase, the Bestop team relied on their enthusiast backgrounds rather than rigid corporate protocols. Troeger and Taylor explained that Bestop needed to “discover ways to innovate with the tooling” to produce a completely distinct top. The breakthrough happened during unpaid hours: “Sometimes, all it takes is a single weekend, you know, a Saturday in the workshop, experimenting with materials to figure out how to achieve that.” That weekend project became an official OEM asset. “That soft top design essentially originated on a Saturday morning with a dedicated team. It was then submitted through the design team. Ultimately, we launched it … and it was incorporated directly on the production line in Toledo.”
At that point, Bestop was producing approximately 300 standard TJ tops daily, and the introduction of the Unlimited further embedded the brand within Jeep’s design and manufacturing framework.
Currently, Bestop runs a fully equipped design and development center in Sterling Heights, Michigan, situated near several other automotive operations in the Detroit area, which aids in collaborating with OEMs.
I wanted to share the LJ story as I find those elongated Jeeps quite fascinating, but Bestop’s collaborations with OEMs extend beyond Jeep or even the off-road space. Ford, GM, Dodge, Isuzu, Kia, Land Rover, Suzuki, Polaris, Kenworth, and Can-Am have all utilized Bestop products, either as generic OEM components or as branded gear.
During the brief time the Land Rover Defender 90 was available in the U.S., Bestop manufactured the standard soft tops that were installed on the vehicles prior to their shipment to dealers.
Bestop also created soft tops for select Chevy Camaros and Dodge Vipers, as well as interior elements for KW big rigs. The contemporary Ford Bronco’s soft tops are produced by Bestop as well. Troeger and Taylor pointed out that the development process was extensive, involving “daily assessments with their engineering team, on-site evaluations… crash tests. There was an array of tightly coordinated efforts with [Ford].”
Speaking of Broncos, Bestop recently launched a power-folding soft top for the Bronco at the past SEMA show. The brand remains active in the direct-to-consumer product market, too. However, as Troeger and Taylor noted, a lot has evolved regarding how those products are designed and manufactured to satisfy increasingly discerning customers.
For instance, fitting a Bestop soft top onto a YJ Wrangler required drilling over 20 holes into the body. Today’s tops are entirely snap-in. Modern soft roofs are also crafted to a much higher standard concerning noise, vibration, and harshness. They have to be—this Bronco power top I just mentioned begins at around $5,000 before installation. However, in return for the high initial investment, you can obtain a top that is reportedly “quieter than the OEM hard top.”
For those at the opposite end of the spectrum, including budget-conscious individuals like myself with vintage vehicles, Bestop remains engaged, but the challenge is considerably greater. I’m planning to fit a Bestop Bikini Top (a tailored soft top that only covers the area directly above the driver and passenger) onto my 1975 International Scout, and Troeger acknowledged that “it is extremely challenging to, you know, develop products that will fit perfectly onto 70-year-old vehicles.” Hey, come on! My truck is only 50!
Sadly, this situation means that we vintage customers present a difficult business proposition. Bestop’s representatives would never phrase it that way, but I bet the company’s owners would prefer to manufacture highly insulated electric-powered soft tops rather than simple fabric coverings for old trucks. I suspect it’s much more viable to sell one $5,000 Bronco power soft top to a consumer who can incorporate it into their auto financing than to market 20 Scout tops that may or may not align with vehicles that have been off-roading for more than fifty years.
Nonetheless, I managed to find an affordable top from them for my classic truck—indicating that Bestop hasn’t completely abandoned the vintage segment just yet. In any case, the takeaway from my conversation with the Bestop team was one of growth, not retreat. “We’re continuously seeking new projects, new challenges, and discovering ways to, you know, provide value to our customers’ lifestyles. That’s really what our products represent, ensuring our clients can enjoy what they wish to enjoy. We facilitate that. We empower that.”
Is there an automotive business you’d like to know more about? Feel free to email me at [email protected]. I’ll produce more company profiles like this if they pique interest.
**The Journey of a Small Modification Shop to Major Influence in the Auto Industry: The Deep Jeep Lore Narrative**
Within the realm of automotive customization, few narratives are as captivating as that of Deep Jeep Lore, a small modification shop that has evolved into a significant force in the auto industry. Established in the early 2000s, Deep Jeep Lore originated as a passion project for a collective of Jeep enthusiasts aiming to enhance their vehicles’ performance and aesthetics. Their commitment to exceptional craftsmanship and customer satisfaction has propelled them to the forefront of the automotive aftermarket sector over the years.
**Foundations and Initial Years**
Deep Jeep Lore started in a humble garage located in suburban America, where a small group of friends bonded over their shared enthusiasm for off-roading and Jeep culture. Initially, the shop concentrated on basic enhancements such as lift kits, custom bumpers, and upgraded lighting systems. The founders quickly acquired a reputation for their meticulous attention to detail and their ability to create distinctive, personalized vehicles tailored to off-road enthusiasts’ demands.
As their outstanding work gained recognition, the demand for their services surged. This prompted the team to broaden their offerings, rolling out a more extensive array of products, including performance exhaust systems, advanced suspension setups, and customized interior modifications. The shop’s dedication to quality and client service distinguished them from the competition, nurturing a devoted customer base.
**Expansion and Growth**
By the late 2000s, Deep Jeep Lore had outgrown its initial space. The founders decided strategically to relocate to a more spacious facility, enabling them to boost production and employ more skilled technicians. This growth coincided with the advent of social media, providing a platform for the shop to exhibit their work and engage with a wider audience.
The team capitalized on platforms like Instagram and Facebook to share striking visuals of their custom builds, interact with customers, and promote their brand. This online presence attracted not only local patrons but also enthusiasts from across the nation, eager to see their Jeeps transformed by the talented team at Deep Jeep Lore.
**Innovative Product Creation**
Acknowledging the necessity for high-quality aftermarket components, Deep Jeep Lore embarked on developing their own product line. Collaborating with engineers and designers, they crafted innovative solutions specifically tailored for Jeep models. Their product range expanded to include performance parts, off-road accessories, and cosmetic upgrades, all aimed at enriching the Jeep experience.
One of their standout innovations was a proprietary suspension system that provided exceptional handling and ride quality for off-road adventures. This product received favorable reviews from customers and captured the interest of industry leaders, resulting in collaborations with major automotive retailers.
**Ascending to Prominence**
As Deep Jeep Lore continued to flourish, they began participating in automotive trade shows and off-road events, further solidifying their industry presence. Their involvement enabled them to network with fellow businesses, showcase their products, and gain insights into market tendencies.
By the 2010s, Deep Jeep Lore had established itself as a trusted name within the automotive aftermarket community. Their unwavering commitment to innovation and customer satisfaction earned them numerous recognitions and accolades, further enhancing their reputation. The shop’s success story has inspired other small enterprises within the automotive realm, proving that passion and hard work can lead to remarkable accomplishments.
**Overcoming Challenges and Demonstrating Resilience**
Despite their achievements, Deep Jeep Lore encountered challenges typical of rapid growth. Disruptions in the supply chain, heightened competition, and the necessity to uphold quality standards tested the team’s resilience. However, their commitment to excellence and adaptability enabled them to navigate these challenges effectively.
The founders established robust quality control protocols and invested in employee training to guarantee that every product adhered to their rigorous standards. They also diversified their supply chain to decrease reliance on singular sources for materials.
**A Vision for the Future**
Today, Deep Jeep Lore exemplifies the power of passion, innovation, and diligence. With a devoted team, a loyal customer base, and a solid reputation for quality, the shop continues to prosper in the competitive auto industry. Looking ahead, Deep Jeep Lore intends to broaden their product offerings, explore new markets, and continue to inspire the upcoming generations of automotive enthusiasts.
In summary, the transformation of Deep Jeep Lore from a small modification shop to a prominent entity in the automotive industry highlights the entrepreneurial journey within this sector. Their narrative serves as motivation for aspiring business owners and automotive fans alike, emphasizing the significance of dedication, innovation, and community involvement in achieving success.