I got my first Land Rover in 2013. A 1998 Discovery 1 in Chawton White. For a kid raised in the Kent countryside, a Land Rover was the dream. Of course, the first thing I did was submerge it off roading, stripping the clutch and blowing the head; but the second was to modify it and make it my own.
Modifying cars has always been a huge part of my life. Before Land Rovers it was Mini Cooper’s, VW Golf’s, MG ZR’s, lowering and remapping them so they were almost undriveable, fitting huge subs and loud exhausts, and all the other things that comes with being seventeen in the era of Max Power and Fast and Furious. I’d like to think my tastes have refined over time, but there’s part of me that will always love cars that push the limits. Giant trucks that exist only to look ridiculous. Beaten up wagons that defy age and mileage, still on the road somehow. Engines more powerful and exhausts more offensive than they’ll ever need to be. Cars that have become personalities, recognisable, iconic.
It’s this love for iconography that created Juice Motors. There’s always a place in my heart for the Discovery, but what about the Defender, the most iconic Land Rover of all? What could I create with that? The Defender is a beautiful car; a testament to British design with a history that demands respect, but what else can it do? What else can it be? Let’s push the limits and see where we end up...
