How Upfitter is redefining the American truck accessory market

The American pick-up has well and truly found its feet in Australia. What was once a niche choice for buyers after something a bit different is now a familiar sight on Australian roads, with RAMs, Silverados, F-Series and Toyota’s full-size trucks increasingly turning up as tow rigs, touring vehicles and daily drivers.

It’s not hard to see the appeal. The sheer size of these trucks brings a level of cabin and load space that’s difficult to match with a conventional dual-cab, while their towing ability and road presence are a big part of the attraction. Increasingly, we’re also seeing them dressed up for touring, with canopies, bullbars, storage solutions and other gear turning them into seriously capable long-distance rigs. They might not be the weapon of choice when the track gets tight and technical, but on the open road or towing a big caravan, their size makes a lot more sense.

Fitting out an American truck isn’t quite the same as building a conventional Australian ute, either. Their size, weight, electronics and different chassis and suspension configurations all bring their own considerations, while owners are often asking more of them than simply getting to work and back. That’s where Upfitter (↗) comes in. Part of the Ateco Group, the business has built its operation around supplying accessories and solutions specifically for American trucks and the way Australians use them.

We spoke with Matthew Kay, General Manager of Upfitter, about how the business came about, where the American truck market is heading and what owners are now looking for when they start building their big rigs.

How Upfitter got started

Upfitter (↗) came from recognising that American trucks were going to become a genuine part of the Australian automotive landscape, but the accessory market around them was fragmented. When Ateco Group became the RAM distributor in Australia in 2018, it created a natural opportunity, according to Kay.

“These vehicles are fundamentally different from mid-size utes such as Ford Ranger and Toyota HiLux. They have different dimensions, different capabilities and different requirements, so we saw an opportunity to bring together products and expertise specifically around American trucks,” Kay told 4X4 Australia.

“Ateco has a long history in automotive aftermarket and distribution, so we already had the relationships, product knowledge and infrastructure to support that market. Upfitter allowed us to take that experience and apply it specifically to American trucks.

“The objective has never been simply to sell accessories. It is about providing the right products and solutions for the vehicle and the way the customer intends to use it.”

The American truck market in Australia

RAM remains a big part of Upfitter’s business, with Chevrolet Silverado, Ford F-Series and the Toyota Tundra also attracting plenty of interest.

“RAM is obviously a major part of the market for us. We’re also seeing strong interest in Chevrolet Silverados, Ford F-Series and Toyota trucks,” Kay said.

“The appeal is quite straightforward. These trucks provide levels of towing capability, cabin space, payload potential and overall vehicle size that you simply don’t get from a conventional Australian ute.

“The Australian market is also becoming more sophisticated in how it uses these vehicles. They’re not just being bought because they’re big American trucks. They’re being used as work vehicles, tow vehicles, touring vehicles and increasingly as very capable recreational and off-road platforms.

“That creates a much broader opportunity for the aftermarket because the customer is often building the vehicle around a specific purpose.”

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What goes into an Upfitter build?

Upfitter (↗) is a distributor of American truck accessory brands, working through its network rather than fitting out the trucks itself.

“As a distributor of the leading American truck accessory brands, we don’t get directly involved in the hands-on building of the vehicle. Through our network and the end customer, we are able to provide solutions such as bullbars, interior and exterior protection, storage, fender flares, tonneau covers, bed protection, towing equipment, steps, lighting and other accessories,” Kay said.

“One of the interesting things about American trucks is that the same vehicle can be a daily driver during the week, tow a caravan on the weekend and then be used for a remote touring trip. I wouldn’t categorise the market as being purely work or purely recreational. That versatility is one of the reasons the market continues to grow.”

Upfitter (↗) is particularly strong in bull bars, side steps, tonneau covers, fender flares, and interior and exterior protection.

Why American trucks are different to fit out

“It’s significantly different,” Kay said when asked how upfitting compares with mid-size utes such as Ford Ranger and Toyota HiLux.

“The obvious difference is the physical size of the vehicle, but that’s actually only the starting point. You’ve got to consider payload, axle loads, GVM, suspension capacity, accessory weight and how those additional loads affect the vehicle.

“There’s also the complexity of the factory vehicle. Modern American trucks have sophisticated electronics, sensors, cameras and safety systems, so integrating aftermarket equipment isn’t as simple as it might have been 10 or 15 years ago.

“Our approach is to understand the application first and then select products that are appropriate for that vehicle and application. The fact that something physically fits doesn’t necessarily mean it is the right solution.”

The people behind Upfitter

Behind any good accessory business is a team that understands more than just the products.

With American trucks becoming increasingly complex, having people who understand the vehicles, how they’re used and how different accessories work together is just as important as having the right gear.

“The people are a very important part of what we’re building,” Kay said. “We have people across product development, sales, customer service, systems, procurement, logistics and warehousing, and that gives us a broad understanding of what is involved from product selection through to getting the finished product onto the vehicle.

“American trucks are becoming increasingly sophisticated, so you need people who understand more than just accessories. You need an understanding of the vehicle, the application, the product and how all of those things interact. That’s particularly important when you’re dealing with technical products or more complex installations.

“We don’t want to simply sell something because it can be fitted. We want to understand whether it is actually appropriate for the vehicle and the customer.”

What American truck buyers want

As the American truck market has matured in Australia, so too have the expectations of buyers. Owners are becoming more particular about how their trucks are set up, with greater emphasis on getting the right combination of accessories rather than simply bolting on whatever fits.

“I think customers are becoming more educated about what they want, but they’re also becoming more demanding about how the finished vehicle looks and performs,” Kay said.

“There is a shift towards professionally integrated builds rather than simply adding accessories one at a time. Customers want the finished vehicle to look like a complete package. They want the accessories to work together, they want the installation to be right and they don’t necessarily want to spend their time trying to work out which products are compatible with each other.

“The customer is ultimately buying a truck to do a job. Our role is to help make sure the vehicle is properly equipped to do that job.”

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What’s next for Upfitter?

Upfitter (↗) is continuing to expand its product range around American truck platforms, with a greater focus on complete vehicle solutions across storage, protection, towing, performance, recovery and lifestyle applications.

“We’re continuing to expand the product range around the American truck platforms and, importantly, becoming more focused on complete vehicle solutions,” Kay said.

“We’re looking at new products and packages across storage, protection, towing, performance, recovery and lifestyle applications, as well as continuing to expand the range of products available for the latest American truck platforms. But our focus isn’t simply on having the biggest catalogue. We want to have the right products.

“As these trucks become more common in Australia, customers will expect the same level of product availability, technical support and expertise that they get with more established vehicle platforms. That’s where we see the biggest opportunity for Upfitter, continuing to be the specialist in American truck accessories in Australia and New Zealand.

“We’ve got a strong foundation through Ateco, but we’re still relatively early in the journey. The American truck market is continuing to evolve, and we’re focused on building Upfitter alongside it,” he said.