Thanks for all the replies so far. Interesting to see what others would do.
I agree with selling he wheel and tires as an option. Did that with my 2012 Rubicon, think I got like $1,000 for them IIRC, and like $150 for the shocks and coils. Did the AEV 2.5 and 315s on that build. Not going that route again.
Thinking if go this route, a 2" lift kit and 285s. Either keep the stock wheels and get sydertrax spacers (I do like the look of the stock Willey/Rubicon wheels), or sell and get something aftermarket. Go with 285s, probably BFgoodrich AT, Firestone Destinations, or Michelin LTX (had good results with all three brands on former trucks, SUVs, Jeeps). Then maybe add a tuffy locking rear box and a cat back type exhaust.
Kind of 50/50 on the Spydertrax wheel spacers, heard mixed things about them (Wheel spacers). Never used before.
Reason looking at the Willys, several on the lots of nearby dealers which meet the options pretty much looking for, without having to custom order/wait, get screwed over in the trade in process when order arrives (had to deal with this before), - as can bargain hard for a vehicle right on the lot.