Automotive design often hinges on distinct details—those unique design cues that instantly identify a vehicle, even at a glance. Whether you find them attractive or not, these visual signatures play a huge role in brand identity. Think of BMW’s kidney-shaped grilles, Alfa Romeo’s elegant Scudetto, Bugatti’s unmistakable horseshoe front, or Jeep’s rugged and proud seven-slot grille. These features are more than mere design flourishes—they’re part of what defines a car's character and heritage. Yet, not everyone sees these long-standing elements as untouchable. One British automotive tuner, Chelsea Truck Co., is challenging tradition by offering a bold new look for one of Jeep’s most iconic models.
Chelsea Truck Co. has introduced the "Heritage Lattice Grille" for the Jeep Wrangler JL. This new front-end treatment completely replaces Jeep’s trademark seven-slot grille with a design more reminiscent of a vintage Land Rover. It’s a controversial move, especially considering the Wrangler’s grille is arguably the most recognizable element in Jeep’s entire lineup. Removing such a defining feature drastically alters the vehicle's identity, leaving it looking more like an imitation than the off-road legend it actually is. Nevertheless, for Jeep owners eager to break away from the standard mold and stand out from the crowd, this modification certainly achieves that goal.
The Heritage Lattice Grille is crafted from OEM-quality materials and finished in a sleek satin black, giving it a premium feel. It also features squared-off headlight surrounds that deviate from the traditional Jeep aesthetic. The result is a Wrangler with an entirely new face—one that is guaranteed to turn heads, though opinions may be divided on whether the transformation enhances or detracts from the vehicle's character.
Chelsea Truck Co. also emphasizes personalization. Owners can customize the lattice grille with their own choice of letters or numbers, making each grille unique. In addition to the grille, the company’s featured Wrangler build includes 20-inch forged wheels, also finished in satin black, wrapped in beefy off-road tires to amplify the SUV’s aggressive stance. For those who crave even more road presence, a 22-inch wheel option is available.
For buyers who aren't drawn to the lattice look, Chelsea Truck Co. offers an alternative: a four-slot grille made from high-quality carbon fiber. This version provides a cleaner and arguably more refined appearance. Priced at £1,440 ($1,905), it represents a premium option for Wrangler owners who want to deviate from tradition without going too far off the design deep end.