Why CTO Industries went all-in on US trucks

The US-truck boom has created a new breed of Australian 4x4s, and CTO Industries (↗) has positioned itself firmly in the middle of it.

The American truck market has changed considerably in Australia over the past few years. What was once a niche corner of the market is now well established, with RAMs, Silverados, F-Series and other US trucks increasingly being used for everything from towing and work to long-distance touring.

For CTO Industries, that growth has been an opportunity to stick to its original plan rather than chase every part of the four-wheel drive market. Based in Kilsyth, Victoria, the business focuses on US trucks, with a particular emphasis on complete vehicle builds, GVM upgrades, suspension and high-end hardware.

We spoke with CTO Industries Director Mitch Jackson about why the business chose to specialise in US trucks, what’s coming through the workshop and what it takes to build these big rigs for Australian owners.

Why CTO chose US trucks

CTO Industries (↗) started after Jackson identified an opportunity to improve customer service, lead times and the quality of products being fitted to customers’ vehicles.

“We saw a lack of customer service in the industry, along with long lead times, and knew we could do a much better job and hold ourselves to a higher quality standard than is common in this industry.”

Jackson had also seen the potential of the US-truck market well before it became as established as it is today, having grown up in the US and seen the popularity of these pickups firsthand.

“I was raised in the US and saw these trucks coming, and I knew they would be the next big thing. In 2020, plenty of people said we had to build LandCruisers and expand, because they’re the biggest seller. But the business plan was always to be a niche player and an absolute specialist in US trucks, dealing only in the high-end product we believe in. We’re now seeing customers who want more than towing and payload. Some want more room and comfort for travelling with their family, and others use their US trucks for work.”

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The trucks and builds filling the workshop

The Silverado 2500 is currently the most popular truck coming through CTO’s workshop, with customers travelling from across the country to have their vehicles built.

“By far, Silverado 2500 builds are the most popular right now, with customers coming from Perth, Darwin, Queensland and beyond. Silverado ZR2 GVM upgrades are also in high demand.”

GVM upgrades are also a major part of the workshop’s day-to-day work, catering to owners who use their trucks for everything from travelling around Australia to hauling heavy machinery.

“Our GVM upgrades are the most popular product we do day to day. Our customers are a mix of people who want to travel around Australia and those who tow large trailers for machinery.”

Then there are the builds that are hard to miss.

“We’ve done a fair few Silverado 2500 builds with 5-inch and 6.5-inch lifts on 37s, and they always stand out for their sheer size and presence.”

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The people behind the builds

The hardware is only part of the business. CTO has deliberately focused on building a close-knit team, with experience across mechanical work, auto-electrical systems and customer service.

“We’re a close team, and we’ve deliberately focused on culture. We make our lunches and eat together every day, for instance. Our mechanical team has years of experience, and our auto-electrical team has a motorsport background. Both bring the experience and quality we wanted to introduce to the industry. Our customer service team has amazing product knowledge and genuine enthusiasm for these trucks, which really helps. Together, it makes for a great team.”

That experience becomes particularly important when modifying large US pickups for Australian use, where payload is a key consideration for owners loading their trucks with accessories, passengers, touring gear and towing equipment. CTO knows what works and what doesn’t, which Jackson says is one of the benefits of specialising in these trucks.

What’s next for CTO?

“We have some great new options coming soon, but you never show your cards until you’re ready to play them,” Jackson said.