LUND
- Company typePrivate
- Founded1965
- HeadquartersBuford, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
LUND firmographics
Firmographics- Name
- LUND
- Legal name
- Lund
- Website
- https://lundtruck.com
- Company type
- Private
- Founded year
- 1965
- Operating status
- Operating
- Ownership category
- akta.pro rank
Where LUND is headquartered
LocationHeadquarters
- HQ city
- Buford
- HQ country
- United States
- HQ region
- North America
Markets served
LUND business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Truck accessory hardware sales: Lund generates revenue through the sale of physical truck accessories including fender flares, nerf bars, running boards, bull bars, bed accessories, and loading/rack equipment. Revenue is one-time, transactional with no recurring component.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Various Lund product lines at different price points ranging from ~$45 to ~$683 |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
LUND product offering
Product offeringCore offering
LUND designs and manufactures aftermarket truck and SUV accessories, including fender flares, nerf bars, running boards, bull bars, bed accessories, lighting, hitch carriers, loading ramps, rock rail guards, and roof rack cargo baskets. Products are constructed from ABS plastic, stainless steel, steel, and aluminum, and are sold to individual vehicle owners through the RealTruck e-commerce platform and a dealer network. Founded in 1965 and headquartered in Buford, United States, LUND operates as a brand within the RealTruck portfolio.
Product overview
Lund is a brand of truck accessories manufactured by RealTruck, offering a comprehensive portfolio of exterior accessories for trucks, Jeeps, and SUVs. The product lineup centers on five core categories: Tonneau Covers (bed covers including hard folding, hard roll-up, soft folding, soft roll-up, retractable, and one-piece styles), Fender Flares (including SX Sport, Riveted, and Extra Wide variants), Nerf Bars and Running Boards (available in 3", 4", 5", and 6" widths in both oval and round tube styles, in stainless steel and black finishes, and in straight, curved, and wheel-to-wheel configurations), Bull Bars (including standard and LED-equipped variants in stainless steel and black finishes), and additional truck bed and towing accessories. Products are available in various finishes including Polished, Gloss Black, Polished Stainless, Matte Black, and Textured Black, and are manufactured using materials such as ABS Plastic, Stainless Steel, Steel, and Aluminum.
Differentiator
Problem solved
Functional benefit
Products and services
- Fender Flares Aftermarket fender flare accessories for pickup trucks and SUVs, designed to extend wheel well coverage, protect bodywork from road debris, and enhance exterior styling. Manufactured by LUND from materials including ABS plastic, stainless steel, and aluminum.
- Nerf Bars Side step nerf bars for pickup trucks and SUVs that provide easier cabin entry and exit while adding a styled appearance. Manufactured by LUND using stainless steel and steel materials.
- Running Boards Running boards for trucks and SUVs that deliver a full-length step platform for cabin access and side body protection. Built by LUND in multiple materials for various vehicle fitments.
- Bull Bars Front-end bull bars that protect a truck's grille and front end while providing a rugged styling upgrade. LUND offers bull bars in steel and aluminum, including LED Bull Bar versions with integrated lighting.
- Truck Bed Accessories Aftermarket accessories designed to organize, protect, and extend the functionality of pickup truck beds, sold by LUND to truck owners.
- Truck Lighting Accessories Aftermarket lighting products for trucks and SUVs, including LUND's NIGHTFX Guide Lights and integrated LED Bull Bar lighting, designed to improve visibility and styling.
- Hitch Carriers Hitch-mounted cargo carriers that expand a vehicle's cargo carrying capacity for truck and SUV owners needing extra storage.
- Loading Ramps Loading ramps for pickup trucks that assist with loading equipment, motorcycles, ATVs, and other cargo into the truck bed.
- Rock Rail Guards Side rocker panel protection guards that shield a truck's lower body from rocks, debris, and off-road impacts.
- Roof Rack Cargo Baskets Roof-mounted cargo baskets that provide additional storage capacity for trucks and SUVs equipped with roof rack systems.
Companies that use LUND
Customer profileSegments1 record
Ideal customer profiles1 record
LUND technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
LUND partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- RealTruckcoreRealTruck is the primary manufacturer and distributor of Lund truck accessories. Lund products are listed exclusively under RealTruck's e-commerce platform and are fulfilled through RealTruck's warehouse and RapidShip logistics network. RealTruck also manages the dealer network for Lund products.
Recent moves6 records
Expansion highlights4 records
LUND competitors and assessment
Company assessmentDirect peers
- Bushwacker: Manufacturer of aftermarket fender flares and body cladding for trucks, Jeeps, and SUVs. Directly comparable to Lund's fender flare category, sold through the same enthusiast and dealer channels.
- Westin Automotive Products: Designer and manufacturer of nerf bars, bull bars, grille guards, and step products for trucks and SUVs. Directly competes with Lund across bull bars and nerf bars with overlapping vehicle fitments.
- N-Fab: Manufacturer of nerf bars, step bars, and light bars for trucks and off-road vehicles. Direct competitor to Lund's nerf bar and bull bar lines with comparable price points and vehicle fitments.
- Rough Country: Aftermarket manufacturer of suspension lift kits, off-road accessories, nerf bars, and truck/SUV protection products. Competes with Lund in nerf bars, bull bars, and off-road styling accessories.
- Aries Automotive: Manufacturer of bull bars, grille guards, step bars, and truck protection accessories. Direct overlap with Lund's bull bar and nerf bar portfolio targeting similar light-truck buyers.
- Go Rhino: Manufacturer of bumpers, nerf bars, running boards, and truck/SUV accessories. Competes head-to-head with Lund across step products and exterior protection categories.
- Dee Zee: Manufacturer of aluminum and steel truck accessories including toolboxes, running boards, and bed accessories. Comparable to Lund's bed accessories and truck utility product lines.
- Rugged Ridge: Aftermarket Jeep and off-road accessory manufacturer offering bumpers, rock sliders, and exterior protection. Overlaps with Lund's rock rail guards and Jeep-targeted product lines.
Broad incumbents
- RealTruck (parent platform): RealTruck is Lund's parent company and the dominant US e-commerce platform for truck, Jeep, and SUV accessories, distributing multiple competing brands alongside Lund. As the broader specialty retailer/platform, it is the relevant incumbent benchmark for Lund's distribution economics.
- Truck Hero: Multi-brand aftermarket truck accessories holding company. Comparable as a broad incumbent portfolio operator in the same truck accessory distribution space that Lund competes within.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks2 records
Key highlights6 records
Customer concentration
LUND social profiles
Digital presenceLUND financial estimates
Financial estimateRevenue estimate
Valuation estimate
LUND leadership team
Management profileNumber of profiles
LUND funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LUND M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about LUND
What does LUND do?
LUND designs and manufactures aftermarket truck and SUV accessories, including fender flares, nerf bars, running boards, bull bars, bed accessories, lighting, hitch carriers, loading ramps, rock rail guards, and roof rack cargo baskets. Products are constructed from ABS plastic, stainless steel, steel, and aluminum, and are sold to individual vehicle owners through the RealTruck e-commerce platform and a dealer network. Founded in 1965 and headquartered in Buford, United States, LUND operates as a brand within the RealTruck portfolio.
Is LUND a public or private company?
LUND is a private company. It is classified as corporate owned and is currently operating.
When was LUND founded?
LUND was founded in 1965.
Where is LUND based?
LUND is headquartered in Buford, United States, in the North America region.
How does LUND make money?
One revenue line is on record: truck accessory hardware sales.
Who are LUND's main competitors?
Direct peers on record are Bushwacker, Westin Automotive Products, N-Fab, Rough Country, Aries Automotive, Go Rhino, Dee Zee and Rugged Ridge. Broad incumbents are RealTruck (parent platform) and Truck Hero.
Does LUND have an API?
No public API is recorded for LUND.