The Hidden Winch Mount: From Toyota’s Concept to Metal-tech 4x4’s Stronghold

The story of the hidden winch mount on the Toyota FJ Cruiser is a journey that weaves together Toyota, a long-gone innovator named Lucrum Industries, and our own path here at Metal-tech 4x4.

Toyota Starts It All

Credit for the original hidden winch mount goes directly to Toyota. The very first FJ Cruiser concept truck — shown to the public in Voodoo Blue at the 2003 Chicago Auto Show — included a built-in winch mount in the stock bumper design.

Lucrum Industries and the First Aftermarket Mount

It wasn’t until 2007 that Chris, owner of Lucrum Industries, released the first aftermarket hidden winch mount for the FJ Cruiser. For years, Lucrum focused solely on the FJC platform before expanding to other vehicles. Chris and Lucrum became a cornerstone of the early FJ Cruiser community, especially through support at the first FJ Summit in Colorado.

Metal-tech 4x4’s Early FJC Involvement

In 2006, Metal-tech 4x4 happened to be in just the right place: outside Portland, Oregon, near a major Toyota receiving hub that handled prototype FJs. Toyota approached us about building a rear tube bumper for the #2 marketing FJC being prepped for the SEMA show. Another shop had already built a front tube bumper, but Toyota needed a rear one — and fast.

We delivered on time, and that bumper is still part of our product line today. In 2007, we followed it up with a front tube bumper to match. Since our focus was tube bumpers — and Chris was already well supported by the FJC community — we referred customers to Lucrum instead of competing with their hidden winch mount.

A Changing Market

As the FJ Cruiser grew in popularity, other companies entered the market with their own hidden winch mounts. But in 2011, Lucrum Industries shut down, leaving a gap in the aftermarket.

By 2014, we introduced the FJC Phantom front bumper, the smallest and most compact full-shell bumper for the FJC — and the first designed specifically to integrate an LED light bar.

A Turning Point: Safety Concerns

In 2016, at an off-road event in the South, we witnessed a failure firsthand: a 1-inch thick pull point tore from a hidden winch mount during a recovery. Thankfully, no one was hurt. We had no way of knowing the history of that mount — whether it had been in an accident, modified, or weakened over time. But it was still a clear call to action: the industry needed something stronger and better engineered.

The Metal-tech 4x4 Stronghold

Back in Oregon, we began designing what became the FJ Cruiser Stronghold winch mount. We tested it extensively on our own FJC, as well as on trucks in California and Oklahoma to get feedback from different terrains.

By mid-2017, the FJC Stronghold launched. Our goal was never to be the cheapest, but the most engineered and trusted solution:

• 15% lighter than the closest competitor, achieved by using three different steel thicknesses and putting strength only where it’s needed.

• Welded pull points inside and out for superior strength.

• Reinforced Hi-Lift jack pockets for safe front-end jacking in off-road conditions.

• Frame reinforcement system that ties directly into the FJ’s primary mounting flange and two additional key frame points.

• Light bar ready, with a top flange designed for an optional single-row LED bar.

Continuous Improvements

Since release, we’ve added two key updates:

1. Free shipping anywhere in the US.
2. A raw steel option, giving customers the flexibility to finish their mount with their own paint or powder coat for considerable savings.

Closing Thoughts

From Toyota’s original concept, to Lucrum Industries’ pioneering aftermarket work, and finally to our own Stronghold design, the hidden winch mount has had a fascinating evolution. At Metal-tech 4x4, we’re proud to carry that history forward by focusing on engineering, safety, and performance — not just building another product, but solving real-world problems for the FJ Cruiser community.

About the Author

Mark Hawley is a Toyota Land Cruiser Association (TLCA) Hall of Fame inductee, recognized for his lifelong dedication to the off-road community. He founded Metal-tech 4x4 in his garage in 2000 and has been wheeling Toyota FJ40s for over 39 years.

For more than two decades, Metal-tech 4x4 has designed, built, and installed award-winning off-road armor, rock sliders, bumpers, roll cages, and specialized suspension components. These products are tested in real-world conditions across the U.S., Central America, and South America—constantly evolving through hands-on feedback and use.

Company Awards Include:

• TLCA Business of the Year - 2012
• SBA Emerging Leaders Award - 2014
• Portland Business Journal Manufacturer of the Year - 2020

TLCA Hall of Fame:
In 2023, Mark was inducted into the TLCA Hall of Fame alongside Kurt Williams and Georg Esterer, at that time joining an elite group of just 20 individuals recognized by the TLCA since its founding in 1976.