View Photos of the Jeep Flatbill Concept

What the heck is a "Flatbill"? It sure isn't a duck's face. According to Jeep, it's a reference to the flat-brimmed caps favored by the sort of crowd who are into motocross. (Or energy drinks-we're sure the crossover on that Venn diagram is substantial.) So this Gladiator-based concept is set up to please the flat-hatters of this world with a bed modified to hold two dirt bikes.

Jeep clipped off the Gladiator's rear bumper and fitted a set of extendible ramps to the bed. It also gets a two-inch suspension lift, 20-inch wheels wrapped in 40-inch tires, and eye-searing graphics.

The Flatbill name is a reference to the flat-brimmed caps favored by, well, bros-specifically, the sort of bros who might be into trucks and motocross, the prevailing themes of this Mountain Dew–soaked concept.

As for running gear, the Flatbill utilizes Dynatrac ProRock 60 front and rear axles, a four-inch lift, bypass rear dampers, 20-inch wheels, and, for the first time on a Gladiator of any pedigree, 40-inch tires.

If this all seems really . . . extra, just remember that that is the whole point. It is supposed to be in-your-face.

This is mild as far as concepts go-aside from the energy-drink color scheme.

One peek at the round badge on its front fender gives it away: Where other Jeep products proudly display their "Trail Rated" chops on a small label, the Flatbill has in that spot a medal proclaiming it is "Bro Rated."

Power comes from the standard 3.6-liter Pentastar V-6 and eight-speed automatic transmission, although Mopar did chip in with a cold-air intake.

The custom upholstery and bedliner treatment on the floor keep the interior sporty and functional.