We went to Iceland a few years back and you see quite a few 4x4's as they simply call them. Ridiculously kitted out Broncos, Land Rovers, IH Scouts... and Jeeps. Further reading. I don't need a monster truck (though the boy would love it), but if we ever get a Jeep, definitely adding springs, tires, shovel strapped to the back... love the shovel. The above example is a Willys CJ7 1977 with an AMC 360 engine.
Either that or go ultra classic like the below, via flickr (doglock75).
Willys-Overland Motors history. More Willys ads via theCJ2Apage.