SEMA 2009: Debut of the ICON CJ3B


The SEMA (Specialty Equipment Market Association) annual show in Las Vegas is nominally a trade fair for aftermarket parts manufacturers, but over the past four decades it has evolved into a massive display of customized vehicles of all types, and ICON Inc. of Van Nuys, California decided to debut their CJ3B "Dog" at the 2009 show, 3-6 November.

The show was not open to the public, but we have some photos courtesy of SEMA and of OctaneMedia.com, a video and web design firm specializing in motorsports, who managed to cover the whole event over the four days it was running.

The ICON CJ3B had a spot just outside the Las Vegas Convention Center, and Jonathan Ward of ICON says it was well received. It grabbed the attention of OctaneMedia's photographer, who took more photos of it than almost any other vehicle at the show. Here are some of them:

This profile was hard to miss for the thousands of industry players, as they arrived at the Convention Center.

Quite a contrast with that low-riding Grand Cherokee sponsored by Mopar and U.S. Wheel.

The Dog was accompanied at the show by an ICON FJ45 pickup (130K JPEG) in matching black and tan.

A little detail that will please Willys fans is "The Dog," stencilled on the tailgate in "4 Wheel Drive" style.

Outdoors was probably the best place for the Dog. The little classic in its silky Mocha Tan powdercoat, could have been lost among the flashy paint jobs, giant tires and scantily-clad female models on the show floor inside. Just for fun, here's a look at some of the Jeeps on display at SEMA this year:

Another classic Jeep profile was a highlight of the Chrysler/Mopar area -- a beautifully restored Cherokee Chief upgraded with a HEMI engine.

Mopar's chopped Wrangler concept called "Lower Forty" is maybe a nod to ICON's market; a compact, no-frills, high-performance Jeep. But with a HEMI V8 and 40x13.5 tires.

Not exactly vintage iron yet, but it's great to see Mopar shining a spotlight on what can be done with a vehicle that's sitting in so many driveways, the XJ Cherokee.

Chrysler's Jeep Wrangler "Overland" concept is a Rubicon Unlimited with Mopar and AEV add-ons, plus an ARB tent on top.

The 4-door Wrangler Unlimited was definitely the platform of choice for customized Jeeps at SEMA this year. This one was part of the Body Armor 4x4 display.

The off-road section was only a small part of SEMA 2009, whose displays covering some 2 million square feet attracted nearly 100,000 people from around the world.

MBRP Performance Exhaust and Accessories seemed to be taking a "let's get out of the city for some fun" theme, for their matched set of long and short Wranglers.

The short wheelbase JK was less common at the show. Plenty of aftermarket suppliers got a credit on the side of these MBRP Jeeps.

Offroad Technologies brought several Jeeps to show off their suspension components and Slickrock bumpers.

ORTech is still selling lots of suspension parts designed specifically for CJ's, so they had their CJ-7 on site.

Warrior Products decked out this 1992 YJ with their extensive line of accessories.

Falken Tire was using this high-tech looking Unlimited to sell its new Wild Peak A/T tires.

Thanks to SEMA and OctaneMedia for photos from the show. -- Derek Redmond

See the design process of The 2010 ICON "Dog", also Building the ICON CJ3B Prototype and the completed ICON "Dog" Unleashed.

Also on CJ3B.info, see the Warn Willys at SEMA 2014.

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Last updated 15 November 2009 by Derek Redmond redmond@cj3b.info
All content not credited and previously copyright, is copyright Derek Redmond