Advertorial
Gallery 1
In 1930, in a modest workshop in Homebush, Sydney, George Lovell began winding springs. Born from necessity during the Depression, the operation was humble in scale but uncompromising in principle: products would be built to a standard, never down to a price.
95 years on, Lovells has become one of Australia’s most respected names in suspension, towing, and GVM and GCM upgrades. Its engineering supports applications ranging from family caravans and trade utes through to mining fleets and emergency service vehicles.
7
To mark its 95th year, Lovells has commenced construction of a $12 million flagship engineering and manufacturing centre in Newcastle. This facility will house state-of-the-art testing and design capabilities, from suspension fatigue testing to electric vehicle charging system development. Sustainability is also a core focus, with Lovells transitioning away from gas-powered processes in favour of induction heating technology to reduce emissions and improve efficiency.
The anniversary year also saw the launch of a flagship franchise in Osborne Park, Western Australia – the first to showcase Lovells’ refreshed brand identity. Alongside this expansion came a significant regulatory achievement, with Lovells becoming the first manufacturer approved for post-registration Gross Combination Mass (GCM) revisions in Western Australia.
1
Beyond the workshop
Community and culture remain central to the Lovells story. In 2025, the company once again supported the Royal Flying Doctor Service’s ‘Outback Car Trek’ and ‘Drive 4×4 the Doc’, equipping vehicles vital to these fundraising events.
Motorsport also continues to play a key role in the brand’s identity. Lovells has secured naming rights for the 2025 Alpine Rally of East Gippsland and welcomed AFL legend Brent ‘Boomer’ Harvey as a brand ambassador. Harvey now fronts Full Travel, a new content series designed to connect Lovells with the next generation of drivers – reinforcing the brand’s commitment to performance and adventure.
1
To unify these milestones, Lovells has implemented the most comprehensive rebrand in its history – modernising its image while honouring its heritage. As Managing Director Simon Crane notes: “We’re proud of what we’ve built over the last 95 years, but we’re even more excited about what’s next.”
From its beginnings in Homebush to its current national and international footprint, Lovells’ story is one of resilience, reinvention and commitment to quality. At 95, the company remains defined not only by the products it engineers, but by the trust it has built – and by its enduring promise: For the Ride of Your Life.
