What Super ATV does

SuperATV, LLC. is a privately held U.S. aftermarket parts manufacturer and direct-to-consumer retailer focused on heavy-duty components for ATVs and UTVs/side-by-sides. The company sells thousands of SKUs spanning suspension, drivetrain, protection, and accessory categories, with flagship products including GDP Portal Gear Lifts and Rhino Axles, and a tiered ball joint system spanning Standard Duty, Heavy Duty 4340 (2x stock strength), and Super Duty 300M (2.25x stock strength, 29,000 lb force resistance). Coverage spans ten-plus OEM vehicle brands including Polaris, Can-Am, Yamaha, Honda, Kawasaki, Arctic Cat/Textron, CFMOTO, John Deere, and Segway, with extensions into golf carts and scooters.

The technology stack is mechanical rather than software: proprietary heat-treating methods for 4340 chromoly and 300M steel, billet aluminum construction, UHMW polyethylene, and greasable serviceable designs. The company holds filed/pending patents on portal gear lift architecture and brands portfolio includes nine proprietary sub-brands (GDP, Rhino Axles, Rhino Driveline, Keller Performance Products, Rack Boss, Assault Industries, Gboost, Up & Running, Portal Blood).

The business model is hardware sales via direct-to-consumer e-commerce at superatv.com supplemented by a dealer network, with pricing ranging from approximately $45 for basic items to over $1,500 for premium billet components. Volume discounts (10% off 4+ axles, bundle savings on doors+roof, 20% off Portal Blood with GDP purchase) and a Frontline 5 military/first responder discount program drive attach. Free shipping to the Lower 48, multi-channel content marketing via the Off-Road Atlas blog, YouTube, TikTok, and a Virtual Mechanic video-call support service complete the GTM motion. The contact email uses a dormanproducts.com domain, suggesting potential affiliation with Dorman Products, though no explicit parent-subsidiary relationship is confirmed.

Name

Super ATV

Legal name

SuperATV, LLC.

Website

https://superatv.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

101–250 employees

Short description

SuperATV is a privately held U.S. aftermarket parts manufacturer and e-commerce retailer specializing in heavy-duty UTV and ATV components including portal gear lifts, axles, ball joints, and suspension parts, serving off-road enthusiasts, farm/utility users, and racers across ten-plus OEM vehicle brands.

Ownership category

akta.pro rank

Product category

Aftermarket UTV/ATV Parts

NAICS

Automotive Parts and Accessories Retailers (44133), Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (33633), Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227)

SIC

Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Powersports Aftermarket Parts & Accessories Manufacturing (IMACAEAO)

akta.pro secondary industries

Aftermarket Suspension & Steering Components Manufacturing (Shocks/Struts/Bushings/Tie Rods) (IMACANAC), Aftermarket Exterior Accessories Manufacturing (Body Kits/Grilles/Bumpers/Racks/Tow Hooks) (IMACANAI), Aftermarket Performance & Tuning Products Manufacturing (Intakes/Turbos/ECU Tuners/Superchargers) (IMACANAN), Motorcycle, powersports & ATV parts and accessories distribution (CRAOANAK)

Keywords

• Aftermarket UTV parts
• ATV suspension components
• Heavy-duty drivetrain parts
• Off-road vehicle accessories
• UTV portal gear lifts

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Aftermarket Parts and Accessories Sales: SuperATV generates revenue through direct sales of aftermarket UTV and ATV parts and accessories. Products include axles, suspension components, ball joints, radius arms, bushings, windshields, doors, and more. Sales are primarily one-time purchases via e-commerce with no recurring revenue model.
2. Proprietary Brand Products: Revenue from proprietary brands including GDP (portal gear lifts), Rhino Axles, Rhino Driveline, Keller Performance Products, Rack Boss, Assault Industries, and Up & Running. These branded products are manufactured and sold directly by SuperATV.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

SuperATV designs, manufactures, and sells heavy-duty aftermarket parts and accessories for ATVs and UTVs (side-by-sides). Its product portfolio centers on suspension, drivetrain, and protection components — including portal gear lifts, axles, ball joints, radius arms, sway bar links, lift kits, and long-travel kits — sold through a direct-to-consumer e-commerce storefront with fitment coverage for 10+ major vehicle brands.

Product overview

Super ATV is an aftermarket parts and accessories company for ATVs (All-Terrain Vehicles) and UTVs (Utility Task Vehicles/Side-by-Sides). The product portfolio centers on heavy-duty suspension and drivetrain components including GDP Portal Gear Lifts and GDP Dual Idler Portals (their flagship lift products), Rhino Axles, Ball Joints (offering Standard Duty, Heavy-Duty 4340, and Super Duty 300M tiers), Radius Arms, Sway Bar Links, Bushing Kits, Lift Kits, and Long Travel Kits. These core products are complemented by accessories including Windshields (Polycarbonate and Glass), Doors, Black Ops Winches, and GDP Portal Blood gear oil. The company also sells sub-brands including Rack Boss (steering), Assault Industries (performance parts), Keller Performance Products (ball joints), and Up & Running (OEM-equivalent parts). Products are designed for major UTV brands including Polaris (RZR, Ranger), Can-Am (Maverick, Commander, Defender), Yamaha (Wolverine, YXZ), Honda (Talon, Pioneer), Kawasaki (Teryx, Mule), Arctic Cat/Textron, CFMOTO, and others. The company operates as a single unified e-commerce platform rather than a modular software architecture.

Differentiator

Problem solved

Functional benefit

Brands

• GDP: Portal gear lifts brand
• Rhino Axles
• Rhino Driveline
• Rack Boss
• Up & Running
• Assault Industries
• Gboost
• Keller
• Portal Blood

Products and services

• GDP Portal Gear Lifts Portal gear lifts that raise the vehicle's wheel hub above the differential, providing increased ground clearance and improved ride quality for UTVs.
• GDP Dual Idler Portals Advanced portal gear lifts featuring dual idler gears for enhanced strength and durability under extreme off-road conditions.
• Rhino Axles Heavy-duty axle replacements for ATVs and UTVs, engineered for superior strength and durability in demanding off-road conditions.
• Lift Kits Suspension lift kits that raise the vehicle to accommodate larger tires and improve off-road performance.
• Long Travel Kits Extended travel suspension kits designed to increase wheel travel for better articulation and handling on rough terrain.
• Ball Joints Premium ball joints made with 300M steel and 4340 chromoly steel, available in Standard Duty, Heavy Duty, and Super Duty 300M tiers with greasable designs and 2x to 2.25x stock strength ratings.
• Radius Arms High-clearance radius arms available in billet, boxed, and tubed styles with a lifetime warranty, engineered for strength and styling.
• Sway Bar Links Adjustable sway bar links and shocks that improve independent suspension articulation, limit body roll, and enhance traction over bumpy terrain.
• Bushing Kits Aftermarket bushings designed to absorb vibration and withstand harsh riding conditions, sized to fit leading ATV and UTV brand models.
• Windshields UTV windshields available in polycarbonate and glass materials, including half, flip-up, full, and rear configurations.
• Doors UTV doors designed to provide protection and styling for side-by-side vehicles.
• Black Ops Winches Heavy-duty winches for recovery and pulling operations in off-road conditions.
• GBoost Belts Performance drive belts designed for enhanced durability and power transfer in UTV applications.
• GDP Portal Blood (Portal Gear Oil) Specialized gear oil formulated for portal gear lift systems.
• Rack Boss Rack and pinion steering products and accessories for UTVs, sold under the proprietary Rack Boss brand.
• Assault Industries Aftermarket performance parts including sway bar links, radius arms, and chassis braces for Polaris and Can-Am UTVs, distributed under the Assault Industries brand.
• Keller Performance Products Performance ball joints and related suspension components for UTVs, sold under the Keller Performance Products brand.
• Up & Running OEM-equivalent replacement parts including suspension bolt kits at value pricing, sold under the Up & Running brand.
• Keller Ball Joint Boot Replacement Kit Replacement polyurethane boots for Keller Ball Joints, sold as a set of four with zip ties.

Quantifiable outcome

• Super Duty 300M ball joints are 2.25x stronger than stock and can withstand 29,000 lbs of force
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

One partnership is on record.

• onX OffroadcoreGTM or Marketing PartnerStrategic partnership between SuperATV and onX Offroad providing integrated off-road navigation solutions. onX maps and trails can be paired with SuperATV parts and accessories for complete off-road experiences.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• QuadBoss: QuadBoss is a powersports aftermarket brand offering parts, accessories, and gear for ATVs, UTVs, and side-by-sides through dealers and online. Its catalog scope (axles, suspension, protection) and channel mix closely mirror SuperATV's.
• DragonFire Racing: DragonFire Racing designs and sells aftermarket UTV/side-by-side performance and protection parts, including suspension, chassis braces, and cage systems. It targets the same aggressive trail and racing enthusiast base as SuperATV.
• Rough Country: Rough Country manufactures and sells aftermarket suspension lift kits, shocks, and off-road accessories for trucks, Jeeps, and UTVs. It directly overlaps with SuperATV in UTV lift kits, suspension components, and the heavy-duty enthusiast positioning.
• High Lifter Products: High Lifter specializes in lift kits, big-tire support, and mud-performance parts for UTVs and ATVs. It directly competes with SuperATV's lift kit and portal gear lift categories.
• Tusk Off-Road: Tusk Off-Road offers aftermarket parts, accessories, and protection products for UTVs, ATVs, and dirt bikes, distributed widely through powersports dealers. Comparable to SuperATV on breadth of vehicle fitments and dealer-channel distribution.
• Warn Industries: Warn Industries is a leading manufacturer of winches, recovery gear, and off-road accessories for UTVs and 4x4 vehicles. SuperATV carries its own Black Ops winch line in the same category, putting the two in direct product competition.

Broad incumbents

• Dorman Products: Dorman is a publicly traded aftermarket auto parts manufacturer with a broad portfolio across vehicle systems. The SuperATV contact domain (dormanproducts.com) indicates a likely corporate affiliation, and Dorman's scale and infrastructure represent a broader incumbent in the same aftermarket space.

Others

• Tucker Rocky / Bikers Choice: Tucker Rocky distributes aftermarket parts, accessories, and apparel to powersports dealers across the US. It is a channel-level peer that competes for dealer shelf space with SuperATV's brand portfolio rather than in direct product manufacturing.
• Western Powersports (WPS): WPS is a wholesale distributor of powersports parts, accessories, and apparel serving dealers nationwide. It overlaps with SuperATV through shared dealer relationships and product categories but operates as a distributor rather than a brand owner.
• K&N Engineering: K&N is a leading aftermarket performance parts manufacturer known for air filters, intake systems, and related accessories for powersports and automotive applications. It is an adjacent brand carried in the same off-road accessory category where SuperATV competes.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/superatvtweet
• YouTubeyoutube.com/user/SuperATVMedia
• Facebookfacebook.com/superatv
• Instagraminstagram.com/superatv_com
• TikToktiktok.com/@superatv.com
• Pinterestpinterest.com/superatvpins
• LinkedInlinkedin.com/company/superatv

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&A3 records

Investments

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

Frequently asked questions about Super ATV