Pretty much every single one of my UTV and ATV-owning friends has ordered parts, accessories, or other gear from SuperATV, including me. The accessories giant, based in Indiana, has been a dominant force within the off-road powersports community for decades now and is trusted the world over.
I also enjoy perusing the brand's offerings that I know I'll never buy because my chosen profession is writer and not someone who makes enough to be comfortable affording a full long-travel suspension swap for my Can-Am Maverick X3. Yes, I'm a masochist.
Yet, SuperATV ain't done growing the space, as after a much-publicized purchase of the company by Dorman Products in 2022, the brand recently acquired four other off-road accessories companies, including High Lifter, the folks most known for their mudding accessories for both ATVs and UTVs. Business remains booming, and everyone needs parts.
According to UTV Guide, which broke the news, "SuperATV is expanding its presence in the ATV and UTV aftermarket by welcoming High Lifter, Snorkel Your ATV, Falcon Ridge and Side By Side Stuff into its family of brands."
It added, "The four companies bring SuperATV additional mud-riding authority, specialized snorkel engineering, practical cab accessories and an established multibrand retail channel. Customers will continue placing orders through each company’s existing channels while work takes place behind the scenes to bring the businesses together. SuperATV also said it intends to preserve what makes each brand unique—an important point considering the distinct customers, products and reputations represented by the four companies."
That last part is interesting, as whenever these mergers occur, especially in today's age, there's a real concern from fans and customers that the thing special and wanted from a specific brand will be either diluted or removed when a larger company takes it over. There's an insatiable need from shareholders to maximize profits quickly, so the brands suffer. But the assertion that SuperATV will keep these companies going with business as usual is one that many will likely applaud.
And, hopefully, High Lifter remains one of the key figures here, as it's the most recognizable brand of the lot, with a massive fan base of off-road and mudding lunatics. High Lifter is also the title sponsor of Mud Nationals, a party that also holds a handful of mud-based races. And no, I will not take that back, it's accurate to the event.
