Herd

What Herd does

HERD North America Inc. is a manufacturer of commercial truck and pickup collision-protection systems, founded in 2003 and headquartered in Sunnyside, Canada, serving the North American Class 8 commercial trucking and pickup markets. The company designs, manufactures, and distributes front-end guards, grille guards, pickup guards, cab racks, and related accessories, with vehicle-specific fitment engineered for the major truck OEMs (Volvo, Freightliner, International, Kenworth, Mack, Peterbilt, Western Star) and pickup brands (Chevrolet, Ram, Ford, GMC, Toyota).

HERD's product portfolio is organized into six families: Truck Guards (Aero, Defender, Texas, Big Tex, Super Road Train, Road Train), Grille Guards (100/200/300), Pickup Guards, Cab Racks (Cabinet Rack, Chain Hanger Rack), Accessories (Deck Plates, Steps, Toolboxes, Bolt-Ons), and Replacement Parts. The underlying technology is mechanical fabrication using quality materials and vehicle-specific tooling aimed at collision energy absorption without excessive weight; the company highlights multi-generation product development (Gen 3 truck guards in 2023, Gen 4 grille guards in 2024) and a deep replacement-parts ecosystem spanning slam latches, grip latches, lift-assist kits, eyebolts, LED lights, and metal polish.

Revenue is generated almost entirely through hardware sales. Primary distribution runs through Class 8 OEM dealers, independent non-OEM dealers, and direct fleet-operator sales, supported by a dealer portal with NET 30 credit terms upon approval. A direct-to-consumer e-commerce channel on herd.com handles replacement parts and smaller accessories. End customers include commercial fleet operators, owner-operator truckers, Class 8 OEM and non-OEM dealers, and individual pickup owners. Replacement-part unit pricing ranges from $4 (washers/bushings) to $319 (slam-latch replacement kits); major truck and grille guards are quote-based for dealers and not publicly priced.

Name

Herd

Legal name

HERD North America Inc.

Website

https://herd.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Commercial Vehicle Protection Equipment

NAICS

Motor Vehicle Parts Manufacturing (3363), Motor Vehicle Body and Trailer Manufacturing (33621)

SIC

Motor Vehicle Parts & Accessories (3714), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

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

akta.pro secondary industry

Heavy-duty truck, trailer & commercial vehicle parts distribution (CRAOANAJ)

Keywords

• Commercial truck guards
• Grille guards
• Truck protection equipment
• Vehicle collision protection
• Pickup truck accessories

Headquarters

HQ city

Sunnyside

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Truck Guard Sales: Sale of front-end collision protection systems for commercial trucks including Aero, Defender, Texas, Big Tex, Super Road Train, and Road Train models. Products are sold through dealers and direct to customers.
2. Grille Guard Sales: Sale of steel grille guards including Grille Guard 200 and Grille Guard 300 models for commercial trucks and pickups
3. Pickup Guard Sales: Sale of pickup truck guards engineered for lightweight protection and aesthetic complement
4. Cab Rack Sales: Sale of cabinet racks and chain hanger racks for truck storage and utility
5. Accessory Sales: Sale of truck accessories including deck plates, steps, toolboxes, and bolt-ons
6. Replacement Parts Sales: Sale of replacement parts including slam latches, grip latches, lift assist kits, eyebolts, tow pins, washers, LED lights, metal polish, and maintenance kits

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

HERD manufactures and sells front-end collision protection systems for commercial Class 8 trucks and pickup vehicles. The product portfolio spans truck guards (Aero, Defender, Texas, Big Tex, Super Road Train, Road Train), grille guards (100, 200, 300), pickup truck guards, cab racks, accessories (deck plates, steps, toolboxes, bolt-ons), and replacement parts. Products are engineered with vehicle-specific fitments for major truck brands and sold through a dealer network and direct website.

Product overview

HERD is a manufacturer of commercial truck collision protection systems. The product portfolio centers on a unified line of front-end guards and accessories organized into six product families: Truck Guards (Aero, Defender, Texas, Big Tex, Super Road Train, Road Train), Grille Guards (Grille Guard 100, 200, 300), Pickup Guards, Cab Racks (Cabinet Rack, Chain Hanger Rack), Accessories (Deck Plates, Steps, Toolboxes, Bolt-Ons), and Replacement Parts. The core offering is physical collision protection equipment for commercial Class 8 trucks and pickups, with compatibility spanning major brands including Volvo, Freightliner, International, Kenworth, Mack, Peterbilt, and Western Star. Products are marketed through a dealer network with direct-to-consumer ordering via the website.

Differentiator

Problem solved

Functional benefit

Products and services

• Aero Truck Guard HERD's best-selling truck guard providing premium front-end collision defense for commercial trucks without sacrificing weight. Engineered for Class 8 commercial truck brands including Volvo, Freightliner, International, Kenworth, Mack, Peterbilt, and Western Star.
• Defender Truck Guard Truck guard made with best-in-class materials and premium manufacturing to protect commercial trucks from costly damage and unnecessary repairs. Designed for Class 8 commercial trucks.
• Texas Truck Guard Signature southern style truck guard built for trucks that go off the beaten path. Sized for heavy workloads and designed for Class 8 commercial trucks.
• Big Tex Truck Guard Large-format truck guard with unique style and heavy-duty protection sized for demanding Texas-style workloads and Class 8 commercial trucks.
• Super Road Train Truck Guard Massive front-end guard designed to defend Class 8 commercial trucks against moose, deer, or any obstacle. One of the biggest and toughest truck guards in HERD's lineup.
• Road Train Truck Guard Heavy-duty truck guard originally designed for Australian Road Train conditions and adapted for the North American Class 8 commercial truck market.
• Grille Guard 300 Steel front-end grille guard providing premium defense for commercial trucks against costly repairs and downtime, featuring a distinct look. Part of HERD's Gen 4 grille guard lineup.
• Grille Guard 200 Steel grille guard that protects commercial truck assets from brush, deer, and unexpected collisions while enhancing the rig's appearance. Part of HERD's Gen 4 grille guard lineup.
• Grille Guard 100 Entry-level grille guard providing front-end collision protection for commercial trucks at a lower price point within the HERD grille guard family.
• Pickup Truck Guard Lightweight truck guard engineered to provide premium front-end defense for pickup trucks while complementing the vehicle's existing design. Fitments for Chevrolet, Ram, Ford, and GMC.
• Cabinet Rack Utility storage rack that complements Class 8 truck aesthetics while providing customizable storage options for cabinets and equipment.
• Chain Hanger Rack Storage rack engineered to last, available in chain hanger and flat deck chain hanger styles, providing storage options for commercial trucks.
• Truck Steps Truck steps that enhance the truck's look and provide easy access to the cab for drivers.
• Deck Plates Treaded deck plates providing increased protection and quality tread for safe walking on the truck frame.
• Truck Toolboxes Storage solution, including saddle toolboxes, for tools and equipment mounted on trucks.
• Bolt-On Accessories Bolt-on accessories for trucks that complement HERD's protection product lines.
• Truck Guard Replacement Parts Replacement parts for HERD truck guards including slam latches, lift assists, eyebolts, and maintenance kits, sold direct to consumers through the herd.com website.
• Grille Guard Replacement Parts Replacement parts for HERD grille guards including grip latches, touch-up coatings (Herd Coat Restorer Black), and maintenance accessories.
• Cab Rack Replacement Parts Replacement parts for HERD cab racks, available direct via the herd.com website.

Quantifiable outcome

• Saves approximately $30,000 in collision damage per week for fleet operators in four accident events
• +1 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Ranch Hand: Ranch Hand is a direct competitor manufacturing heavy-duty front-end grille guards and truck bumpers for Class 8 trucks (Peterbilt, Kenworth, Ford, Chevy) with a parallel dealer-distribution model and similar focus on rural/ranch and commercial fleet buyers.
• Luverne Truck Equipment: Luverne designs and manufactures front-end guards, grille guards, and truck accessories sold through a dealer network comparable to HERD's, targeting commercial fleets and pickup owners with similar aftermarket fitments.
• Westin Automotive: Westin produces grille guards, nerf bars, and other truck exterior accessories distributed through truck accessory dealers and OEMs, overlapping directly with HERD's grille guard and pickup truck guard lines.
• Go Rhino: Go Rhino designs and distributes heavy-duty truck bumpers, grille guards, and step products through a similar dealer/distributor model, serving the same commercial fleet and pickup owner segments.
• BackRack: BackRack manufactures truck cab racks and headache racks for pickups and commercial trucks, directly competing with HERD's Cabinet Rack and Chain Hanger Rack product families.
• Iron Cross Automotive: Iron Cross produces heavy-duty truck bumpers, grille guards, and steps for Class 8 trucks and pickups using a comparable dealer distribution model across the same commercial trucking customer base.
• Highway Products: Highway Products manufactures commercial truck grille guards, headache racks, and toolboxes for Class 8 fleets, serving overlapping fleet customers through a similar North American dealer channel.

Broad incumbents

• Rough Country: Rough Country is a large, established aftermarket truck accessories manufacturer with broad product depth (suspension, lighting, grille guards, steps) reaching pickup owners via dealer and e-commerce channels overlapping with HERD's pickup-guard segment.

Emerging players

• Retrax: Retrax specializes in tonneau covers and truck bed accessories; while not a direct guard competitor, it serves the same pickup-truck aftermarket buyer through overlapping dealer channels and could expand into adjacent protection categories.

Others

• CIPA USA: CIPA supplies mirrors, lighting, and accessory hardware into the heavy-duty truck aftermarket through dealer and distributor channels that overlap with HERD's distribution footprint, making it a channel and customer-set comparable.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/HERDBumpers

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 Herd