Rocky Ridge

What Rocky Ridge does

Rocky Ridge is a US-based specialty vehicle upfitter that modifies new OEM trucks and SUVs with proprietary suspension lift systems, custom wheels, performance exhausts, leather interiors, and exterior enhancements. Founded in 1984 and operating as a registered trademark and division within Fox Factory's Purpose Built Vehicles (PVD) group, Rocky Ridge builds on platforms from Chevrolet, Ford, GMC, Nissan, RAM, and Jeep. The company's core technical differentiator is its in-house designed lift systems paired with FOX shock absorbers and BDS suspension components, with all modifications certified to Federal Motor Vehicle Safety Standards (FMVSS) and backed by a 3-year/36,000-mile warranty.

The business operates an exclusive channel-partner go-to-market model: vehicles are sourced from OEM assembly lines or dealer inventories, upfitted at Rocky Ridge facilities, then retailed through a nationwide network of partner OEM dealers. Customers finance the upfit package into their retail auto loan, and vehicles remain serviceable at any OEM dealer in the US due to FMVSS compliance and warranty preservation. Pricing for vehicle packages is not publicly disclosed; customers must contact dealers for quotes. Beyond vehicles, Rocky Ridge runs a direct-to-consumer apparel and accessories e-commerce operation ($14.99–$369.99 SKU range, custom-made on-demand with 7–10 day fulfillment).

The company serves off-road enthusiasts and truck buyers seeking aggressive, warranty-safe custom builds across the United States. Its geographic scope is deliberately limited to the domestic US market, with explicit non-coverage of Canada, Mexico, and international markets. The apparel line, manufactured locally in Alabama, represents a secondary brand-extension revenue stream and customer engagement channel.

Name

Rocky Ridge

Legal name

Rocky Ridge

Website

https://rockyridgetrucks.com

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

51–100 employees

Short description

Rocky Ridge is a US specialty vehicle upfitter and Fox Factory PVD division that modifies new OEM trucks and SUVs with proprietary lift systems, custom wheels, and premium components, selling exclusively through a national partner dealer network.

Ownership category

akta.pro rank

Product category

Custom Vehicle Upfitting

NAICS

Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (33633), Motor Vehicle Body and Trailer Manufacturing (33621)

SIC

Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Aftermarket Exterior Accessories Manufacturing (Body Kits/Grilles/Bumpers/Racks/Tow Hooks) (IMACANAI)

akta.pro secondary industries

Wheels & Rims Manufacturing (Steel/Alloy) (IMACAIAJ), Wheel & Rim Repair/Refurbishment (TLAKADAG), Chassis Modules & Corner Assemblies (Complete Corner/Chassis Module Integration) (IMACAIAH)

Keywords

• Custom lifted trucks
• Vehicle upfitting services
• Suspension lift systems
• Off-road truck modification
• Truck customization

Headquarters

HQ city

Franklin Springs

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Vehicle Upfitting and Customization: Rocky Ridge purchases new vehicles from OEM assembly lines or receives them from dealer new vehicles, then modifies them with proprietary lift systems, wheels, tires, exterior enhancements, and interior packages. The modified vehicle is sold through the dealer network with the package price financed into the retail lender financing.
2. Apparel and Accessories: Direct-to-consumer sales of branded apparel including hats, shirts, hoodies, jackets, and accessories. Products are custom made on demand with 7-10 business day delivery.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Rocky Ridge purchases new vehicles from OEM assembly lines or receives them from dealers and modifies them with proprietary suspension lift systems, custom 20"-22" wheels, all-terrain or mud-terrain tires, performance exhaust, custom leather interiors, high-clearance bumpers, LED light bars, and other accessories. Modified vehicles are sold exclusively through an authorized US dealer network with the upfit package financed into the retail lender financing. The company also sells branded apparel and accessories directly to consumers online.

Product overview

Rocky Ridge is a truck upfitting company that modifies new OEM vehicles with custom lifts, wheels, tires, interiors, and accessories. The product portfolio includes custom lifted versions of popular trucks and SUVs: RAM 1500 and 2500 HD, Ford F-150 and F-250, GMC Sierra 1500 and 2500, Chevrolet Silverado 1500, Colorado, and Nissan Frontier, plus the Jeep Wrangler. The company also offers the premium K2 Special Edition packages with enhanced suspension and color-matched components. All Rocky Ridge vehicles come with a 3-year/36,000 mile warranty and FMVSS compliance. In addition to vehicles, the company sells branded apparel and accessories including hats, shirts, hoodies, and jackets.

Differentiator

Problem solved

Functional benefit

Products and services

• RAM 1500 XP Custom lifted RAM 1500 XP (Extreme Performance) truck featuring a 6-inch suspension lift system, FOX 2.0 rear shocks, 20-inch Rocky Ridge wheels, 35-inch premium all-terrain tires, body color fender flares, performance tuned exhaust, RGB Bluetooth rock lights, tinted front windows, custom stitch headrests, and a 3-year/36,000-mile warranty. Sold to off-road enthusiasts and truck buyers through authorized US dealers.
• RAM 1500 Custom lifted RAM 1500 truck with 4-inch lift system, 20-inch Rocky Ridge wheels, 35-inch all-terrain tires, custom stitch leather seat covers, and branded side steps. Targeted at truck buyers seeking a custom lifted truck that maintains OEM warranty and FMVSS compliance.
• RAM 2500 HD Heavy-duty custom lifted RAM 2500 truck with enhanced capability for work-site use while maintaining aggressive styling. Designed for buyers needing a heavy-duty truck that combines towing/hauling capacity with custom lifted appearance.
• Ford F-150 Custom lifted Ford F-150 featuring proprietary lift system, custom wheels, powder coated exhaust tips, custom hood vents, and grille replacement with painted accents. Built for truck buyers seeking a custom lifted Ford with FMVSS compliance and OEM warranty preservation.
• Ford F-150 XP Premium Ford F-150 XP (Extreme Performance) variant with FOX 2.0 front coilover and rear shocks, 35-inch all-terrain tires, and Rocky Ridge serialization badging. Built for buyers seeking a higher-performance lifted Ford F-150.
• Ford F-250 Super duty custom lifted Ford F-250 featuring BDS suspension system, FOX 2.0 performance series shocks, 20-inch Rocky Ridge wheels, and 37-inch mud-terrain tires. Designed for buyers needing a heavy-duty work truck with off-road capability.
• Ford F-250 XP Enhanced Ford F-250 XP variant with 4-inch suspension lift, FOX 2.5 HTO performance series shocks, 20-inch Rocky Ridge wheels, and 37-inch all-terrain tires. Premium heavy-duty custom lifted truck for buyers seeking maximum off-road performance.
• GMC 1500 Custom lifted GMC Sierra 1500 with proprietary lift system, custom wheels, 35-inch all-terrain tires, powder coated exhaust tips, and painted bumper accent pieces. Targeted at GMC truck buyers wanting a custom lifted truck with OEM warranty preservation.
• GMC Sierra 1500 XP Premium GMC Sierra 1500 XP (Extreme Performance) variant featuring 6-inch suspension lift, upper control arms, body-color smooth fender flares, branded side steps, powder-coated exhaust tips, and puddle lights.
• GMC Sierra 2500 XP Heavy-duty GMC Sierra 2500 XP with 5-inch suspension lift, FOX 2.5 HTO performance series shocks, 20-inch black off-road wheels, and body color pocket fender flares. Targeted at buyers needing a heavy-duty GMC work truck with off-road stance.
• Chevrolet 1500 Custom lifted Chevy Silverado 1500 with lifted suspension, custom Rocky Ridge grille, 20-inch Rocky Ridge wheels, and branded exterior badging. Built for Chevrolet truck buyers wanting a custom lifted truck with OEM warranty preservation.
• Chevrolet Silverado 1500 XP Premium Chevrolet Silverado 1500 XP with proprietary lift system and custom molded skid plate for enhanced off-road capability. Targeted at premium off-road truck buyers.
• Chevrolet 1500 K2 Special Edition Pinnacle custom vehicle package for the Chevrolet Silverado 1500 featuring BDS Suspension System, FOX 2.5 Performance Elite shocks with remote reservoirs, 22-inch Rocky Ridge wheels, high clearance bumper with fog lights and 50-inch curved light bar, custom leather seating, 10,000 lb winch, and four powder-coated color options (Red, Blue, Rocky Ridge Orange, Sublime Green). Designed for buyers seeking the highest-tier custom lifted Chevy truck.
• Chevrolet Colorado Custom lifted Chevrolet Colorado with 18-inch black off-road wheels, 33-inch all-terrain tires, and black cab length side steps. Targeted at midsize truck buyers wanting a custom lifted Colorado.
• Nissan Frontier Custom lifted Nissan Frontier featuring 18-inch black off-road wheels, 33-inch all-terrain tires, ADAS calibration, and custom leather seat options. Targeted at Nissan truck buyers wanting a custom lifted midsize truck.
• JL Wrangler Custom 4x4 Jeep Wrangler with 3-inch suspension lift, FOX Adventure Series shocks, 20-inch off-road wheels, 37-inch mud-terrain tires, hood replacement, Rocky Ridge stubby bumper, and custom painted interior accents. Designed for off-road enthusiasts seeking a custom lifted Wrangler.
• Rocky Ridge Apparel and Accessories Branded merchandise line including hats ($30-$35), shirts and tee shirts ($30), flannels ($69.99), polos ($55+), hoodies ($50-$55), soft shell jackets ($70), and accessories such as Grip6 wallets ($74.99), Koozie Bluetooth Speaker Coolers ($79.99), bottle opener keychains ($14.99), and LED signs ($369.99). Made on demand with 7-10 business day delivery. Sold direct-to-consumer to fans and truck owners.

Quantifiable outcome

• 3 Year / 36,000 Mile Warranty on all Rocky Ridge parts and modifications
• +2 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Four partnerships are on record, tiered core.

• Fox FactorycoreOthersFox Factory is the parent company of Rocky Ridge Trucks. Rocky Ridge is a trademark of Fox Factory. Fox Factory provides the Fox shock absorbers used in Rocky Ridge vehicles and operates the PVD (Purpose Built Vehicles) division that includes Rocky Ridge.
• BDS SuspensioncoreTechnology or IntegrationBDS Suspension provides suspension systems for Rocky Ridge vehicles, particularly featured in the K2 Special Edition Chevy Silverado 1500 with their BDS Suspension System.
• FOXcoreTechnology or IntegrationFOX provides performance shock absorbers including FOX 2.0 series, FOX 2.5 Performance Elite, and FOX Adventure Series shocks used across all Rocky Ridge vehicle platforms.
• OEM DealerscoreChannel Partner/ Reseller/ DistributorNew vehicle dealers across the US who partner with Rocky Ridge to sell modified trucks. Dealers can send new vehicles to Rocky Ridge for modifications or purchase pre-modified vehicles. They handle retail financing for customers.

Scale indicators2 records

Expansion highlights5 records

Direct peers

• Shelby American: Shelby American builds specialty modified trucks and SUVs (Shelby F-150, Shelby Raptor) sold through a dealer network with proprietary suspension, wheels, and performance packages — directly comparable to Rocky Ridge's dealer-channel, branded upfit model on shared OEM platforms.
• Callaway Cars: Callaway Cars engineers and builds specialty upfit vehicles (including trucks/SUVs) sold through authorized dealers with proprietary performance and appearance packages — comparable business model to Rocky Ridge.
• Rough Country: Rough Country is one of the largest aftermarket lift kit, suspension, wheel, and accessory manufacturers for trucks and Jeeps, directly competing with Rocky Ridge on the same core categories across overlapping vehicle platforms.
• Hennessey Performance: Hennessey Performance is a specialty vehicle modifier that upfits trucks and SUVs (including RAM, Ford, Chevrolet, GMC) with proprietary performance packages, suspension upgrades, and exterior modifications — the closest direct analogue to Rocky Ridge's lift/wheel/exterior upfit model across overlapping OEM platforms.
• BDS Suspension: BDS Suspension is a major lift kit and suspension manufacturer for trucks and SUVs — and a key supplier to Rocky Ridge's K2 Special Edition — making it both a peer and a strategic component partner in the same vehicle categories.
• Fabtech Motorsports: Fabtech designs and manufactures suspension lift kits and off-road components for trucks and SUVs, overlapping directly with Rocky Ridge's proprietary lift system product line and target customers.
• Icon Vehicle Dynamics: Icon Vehicle Dynamics manufactures premium suspension systems, shock absorbers, and lift kits for trucks and SUVs, overlapping with Rocky Ridge's proprietary lift and shock product offering on shared vehicle platforms.
• Addictive Desert Designs: Addictive Desert Designs designs and sells aftermarket bumpers, suspension, and exterior accessories for popular trucks/SUVs, overlapping significantly with Rocky Ridge's exterior and off-road product categories.
• Saleen: Saleen produces specialty modified vehicles (including trucks/SUVs) with proprietary suspension, wheels, and exterior packages distributed through dealers, closely mirroring Rocky Ridge's branded, FMVSS-conscious upfit-and-distribute approach.

Broad incumbents

• Fox Factory: Fox Factory is Rocky Ridge's publicly traded parent and the leading manufacturer of aftermarket shock absorbers and suspension products across multiple vehicle categories — a broad incumbent whose PVD division (which houses Rocky Ridge) competes with and overlaps the same truck upfit space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/rockyridgebbt
• LinkedInlinkedin.com/company/rockyridgetrucks

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rocky Ridge