Jason Chinnock, the 52-year-old CEO of Ducati North America, is used to living life in the fast lane. But a recent injury forced him to shift gears, leading him down a path of unexpected adventure – behind the wheel of a powerful Jeep Wrangler.
Living in the scenic mountains of Colorado, Chinnock yearned to explore the rugged terrain, a stark contrast to the smooth asphalt he was accustomed to navigating on his beloved Ducati motorcycles. However, a lingering injury prevented him from pushing his motorcycle to its limits.
Unwilling to be confined by limitations, Chinnock turned his attention to the legendary Jeep Wrangler. Initially, he considered the fuel-efficient Wrangler 4xe, a plug-in hybrid model. However, skepticism about its performance in Colorado's chilly climate gave him pause.
He then made a bold decision, opting for the antithesis of the eco-conscious 4xe – the roaring Rubicon 392. This beast of a machine, boasting a 470-horsepower Hemi V-8 engine, represented a farewell to a fading era of unbridled power, a sentiment Chinnock resonated with.
"This is probably one of the last years I would be able to buy such a thing," he thought, and went all in. With factory-installed off-road features and a vibrant blue paint job that brought him joy, the Rubicon became his gateway to adventure.
Wasting no time, Chinnock packed his new four-wheeled companion with essentials – a borrowed camping stove, a blow-up mattress, and his loyal dog, Vitus, a Weimaraner secured in a hammock seat belt. With the temporary dealership license plate still proudly displayed, he embarked on a spontaneous two-week journey.
Chinnock's journey wasn't just about the destination; it was about rediscovering the thrill of the unknown. "I always made the best of it," he reflected, drawing from his experience as a U.S. Army tank driver during the Gulf War, where following orders left little room for individual choices. Now, he sought out the opposite – the freedom to explore and the butterflies in his stomach that came with encountering new challenges.
His initial stop was Salida, Colorado, where he learned about the heart-pounding Engineer Pass – a remote, unpaved mountain path reaching an elevation of 12,800 feet. The narrow trail with its sheer drop-off tested his nerves, forcing him to question his speed and navigate cautiously, mindful of the unpredictable mountain winds.
Conquering Engineer Pass ignited a passion within Chinnock. He learned about the "Jeep Badge of Honor" program, where conquering specific trails earned him badges to adorn his vehicle – tangible symbols of his off-road achievements. Among his early triumphs was Black Bear Pass, a formidable trail towering above Telluride.
Looking back on his decision to embrace the Jeep lifestyle, Chinnock emphasizes the unique spirit of the brand. "I had worked as an executive at Lamborghini and have driven amazing cars," he shared. "But a Jeep is not a car; it's a Jeep with its own soul and character."
Returning from his first adventure, Chinnock knew he had embarked on something special. It wasn't just a vacation; it was a reawakening of his adventurous spirit. Since then, the journey has continued, with a roof rack, winch, and recovery equipment added to his trusty Jeep, ensuring he's always prepared for whatever the wilderness throws his way.
