Rubicon Express
Rubicon Express designs and manufactures Jeep suspension systems and off-road parts, operating as a specialty brand under Pro Comp USA since the 2011 merger and selling through e-commerce and dealer channels to off-road enthusiasts and SUV/light-truck owners.
- Company typePrivate
- Founded1996
- HeadquartersCompton, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Rubicon Express does
Rubicon Express is a specialty manufacturer of suspension systems and off-road components, primarily serving the Jeep aftermarket. Founded in 1996 by Rustin Smith and based in Ogden, Utah, the company designs and produces lift kits, suspension components, and related parts targeted at Jeep Wrangler, Cherokee, and other Jeep platforms, as well as a growing set of non-Jeep fitments across Ram, Ford, Chevrolet, GMC, Toyota, Nissan, Subaru, Suzuki, and Geo vehicles. Operations are run with a small team of 1–10 employees focused on product engineering and brand management rather than large-scale manufacturing.
Since a 2011 merger with Pro Comp, Rubicon Express has operated as a brand under ProComp USA. The business model is wholesale/retail hybrid: products are sold both directly to consumers through the Pro Comp USA e-commerce platform and through Pro Comp's established network of aftermarket dealers and distributors serving off-road enthusiasts and Jeep owners. Co-branded offerings such as Rubicon Express Edition Jeep Kits by Pro Comp indicate that the brand is integrated into the parent's broader catalog rather than positioned as an independent standalone.
The company's revenue mechanics are not publicly disclosed. Given its role as a specialty brand within a larger distribution group, financial significance is best read in the context of ProComp USA's overall aftermarket parts business, where Rubicon Express contributes specialty Jeep suspension expertise and brand recognition rather than functioning as a standalone revenue anchor.
Rubicon Express firmographics
Firmographics- Name
- Rubicon Express
- Legal name
- ProComp USA
- Website
- https://rubiconexpress.com
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Rubicon Express designs and manufactures Jeep suspension systems and off-road parts, operating as a specialty brand under Pro Comp USA since the 2011 merger and selling through e-commerce and dealer channels to off-road enthusiasts and SUV/light-truck owners.
- Ownership category
- akta.pro rank
Rubicon Express industry classification
Industry- Product category
- Automotive Off-Road Suspension Systems
- NAICS
- Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (336330), Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (33633)
- SIC
- Wholesale-Motor Vehicle Supplies & New Parts (5013)
- akta.pro primary industry
- Suspension Systems & Components (Springs/Shocks/Struts/Air Suspension) (IMACAIAA)
- akta.pro secondary industries
- Stabilizer & Anti-Roll Systems (Sway Bars/Links) (IMACAIAM), Axle & Suspension Linkages (Control Arms/Tie Rods/Bushings/Ball Joints) (IMACAIAL)
Keywords
Where Rubicon Express is headquartered
LocationHeadquarters
- HQ city
- Compton
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Rubicon Express business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales
Revenue model
- Suspension Systems and Parts Sales: Rubicon Express generates revenue through the sale of high-performance Jeep suspension systems, leveling kits, and related off-road components. Products are sold through e-commerce and dealer networks.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Rubicon Express product offering
Product offeringCore offering
Rubicon Express manufactures high-performance Jeep suspension systems, lift kits, leveling kits, and related off-road parts (brackets, sway bar disconnects, and lift systems). Founded in 1996 and now operating under Pro Comp USA following a 2011 merger, the company engineers trail-ready suspension solutions for rock crawling, backcountry exploration, and extreme off-road terrain. Products are sold to individual Jeep owners and off-road enthusiasts via e-commerce and a dealer network.
Product overview
Rubicon Express is a manufacturer of high-performance Jeep suspension systems, now operating as a brand under Pro Comp following a 2011 merger. The company offers the Rubicon Express Edition Jeep Kits by Pro Comp — trail-ready suspension systems engineered for rock crawling, backcountry exploration, and demanding off-road terrain. The product portfolio centers on suspension and steering components including leveling kits, Jeep-specific suspension systems, and related off-road performance parts.
Differentiator
Problem solved
Functional benefit
Brands
- Rubicon Express Edition Jeep Kits: Premium suspension kits engineered by passionate off-road enthusiasts, delivering exceptional performance across demanding terrain while providing superior ride quality.
Products and services
- Rubicon Express Edition Jeep Kits by Pro Comp High-performance suspension kits engineered for Jeep vehicles, designed for rock crawling, backcountry exploration, and other demanding off-road terrain. Marketed to individual Jeep owners and off-road enthusiasts seeking trail-ready suspension upgrades with superior ride quality.
Companies that use Rubicon Express
Customer profileSegments1 record
Ideal customer profiles1 record
Rubicon Express technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Rubicon Express partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Pro CompcoreThe 2011 merger with Pro Comp marked a pivotal moment in Rubicon Express's journey. This strategic alliance merged two powerhouses of off-road expertise, combining precision engineering with real-world, trail-tested performance. Together, the companies created products that exceed expectations of serious off-roaders. Rubicon Express now operates under the Pro Comp USA brand, with the Rubicon Express Edition Jeep Kits representing the pinnacle of their combined suspension technology.
Scale indicators2 records
Recent moves3 records
Expansion highlights3 records
Rubicon Express competitors and assessment
Company assessmentBroad incumbents
- Bilstein: Bilstein is a globally established shock absorber and suspension manufacturer with OE and aftermarket coverage across many vehicle segments, including Jeep applications where it competes with Rubicon Express as a broader incumbent.
Direct peers
- Rough Country: Rough Country is a large, value-oriented lift kit and suspension brand covering Jeep, truck, and SUV applications, competing head-to-head with Rubicon Express on entry-level to mid-tier Jeep lift kits.
- TeraFlex Suspension: TeraFlex is a direct competitor specializing in Jeep-specific suspension systems, lift kits, and short-arm conversions serving the same Wrangler/JLU off-road enthusiast customer base as Rubicon Express.
- BDS Suspension: BDS manufactures lift kits, suspension systems, and accessories for trucks, Jeeps, and SUVs, serving the same dealer/install channel and enthusiast customer base as Rubicon Express.
- Skyjacker Suspensions: Skyjacker designs and distributes lift kits, shock absorbers, and suspension components for Jeeps, trucks, and off-road vehicles, directly overlapping with Rubicon Express on Jeep suspension lift systems.
- ICON Vehicle Dynamics: ICON designs and manufactures premium aftermarket suspension systems, shock absorbers, and lift kits for Jeeps, trucks, and SUVs, directly competing with Rubicon Express in the performance off-road segment.
- Fabtech Motorsports: Fabtech manufactures suspension lift kits and off-road performance parts for Jeeps, trucks, and SUVs, directly competing with Rubicon Express in the dealer-distributed lift kit category.
- King Shocks: King produces race-proven, high-end adjustable shock absorbers and bypass shocks that are commonly spec'd on premium Jeep builds, directly competing with Rubicon Express in the premium suspension tier.
- Old Man Emu (ARB): Old Man Emu, part of ARB 4x4 Accessories, offers complete suspension and lift kit systems for Jeeps and 4x4 vehicles and is a direct comparator for trail-ready suspension solutions targeting similar enthusiasts.
- Fox Shocks: Fox is a leading manufacturer of high-performance shock absorbers and suspension components widely used in Jeep off-road builds, competing with Rubicon Express on premium suspension performance and OE-quality positioning.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Rubicon Express social profiles
Digital presenceRubicon Express financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rubicon Express leadership team
Management profileNumber of profiles
Profiles1 record
Rubicon Express funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rubicon Express 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 Rubicon Express
What does Rubicon Express do?
Rubicon Express manufactures high-performance Jeep suspension systems, lift kits, leveling kits, and related off-road parts (brackets, sway bar disconnects, and lift systems). Founded in 1996 and now operating under Pro Comp USA following a 2011 merger, the company engineers trail-ready suspension solutions for rock crawling, backcountry exploration, and extreme off-road terrain. Products are sold to individual Jeep owners and off-road enthusiasts via e-commerce and a dealer network.
Is Rubicon Express a public or private company?
Rubicon Express is a private company. It is classified as corporate owned and is currently operating.
When was Rubicon Express founded?
Rubicon Express was founded in 1996. It employs 1 to 10 people.
Where is Rubicon Express based?
Rubicon Express is headquartered in Compton, United States, in the North America region.
How does Rubicon Express make money?
One revenue line is on record: suspension Systems and Parts Sales.
Who are Rubicon Express's main competitors?
Bilstein is listed as a broad incumbent. Direct peers are Rough Country, TeraFlex Suspension, BDS Suspension, Skyjacker Suspensions, ICON Vehicle Dynamics, Fabtech Motorsports, King Shocks, Old Man Emu (ARB) and Fox Shocks.
Does Rubicon Express have an API?
No public API is recorded for Rubicon Express.
What industry is Rubicon Express in?
Rubicon Express's product category is Automotive Off-Road Suspension Systems. Its primary akta.pro industry code is IMACAIAA, Suspension Systems & Components (Springs/Shocks/Struts/Air Suspension), with a secondary code of IMACAIAM, Stabilizer & Anti-Roll Systems (Sway Bars/Links). Its NAICS code is 336330 and its SIC code is 5013.