Rugged Restore provides professional-grade restoration, detailing, and protection products specifically for off-road enthusiasts, overlanders, truck owners, and Jeep owners. Our goal is to provide the best products to help these customers care for their vehicles and get out for more adventures. 

The brand was born out of fun, adventure, and new experiences. It began after homemaker-turned-rally racer/car builder Michelle Davis built her first custom Jeep for an event called the Rebelle Rally, and all female navigation rally in 2016. She was one of the “Original Rebelles,” and competed in both 2016 and 2017. 

Her Jeep, “Sugar High” (named because she’s also an accomplished baker) was featured in SEMA in 2016 and 2017 in two separate booths, and in 2017, she also worked with an all-female team of builders to create the Chevy Montage (with Bogi from All Girls Garage), a 1957 pickup with a BMW engine, featured in the BASF booth alongside Chip Foose’s Imposter. She’s also worked on two other builds for SEMA, making a total of five appearances for her as a builder. 

She is currently planning a full restoration of her 1972 GMC 3/4 Ton (with an LS-Swap), as well as an LS-Swap for Sugar High, doing all the restoration, welding, paint work, and mechanical work herself. 

Kevin Davis, the co-founder, has been in the hot-rod, Jeep, and automotive space since he was a teenager, having built many personal vehicles, along with a 1965 Factory Five Cobra, among others. He is also a marketer, television consultant, and inventor, with several brands across various sections of the off-road, automotive, and detailing space. He has had the opportunity to serve as a television consultant/liaison for shows on Motortrend TV, and has appeared on several shows as well.

Rugged Restore and its founders have been blessed with a great story, and we can’t wait to see what comes next!



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