My friend hit the side of his Jeep in that same area with the plow truck. We heated it with a torch and banged it out with a sledge. Some bondo, primer, and spray touch up paint and it doesn't look that bad anymore.
2004 Black Rubicon w/ 5 spd
RE 3.5 SuperFlex & Front Trackbar / JKS 1.25" BL & MML / 35x12.5 MTRs on 15x8 AR-23s / Currie Anti-Rock / Jeeperman Bumpers / Rokmen Sliders / York OBA / Harbor Freight 8k Winch