HCR Racing
HCR Racing is a Cedar City, Utah-based manufacturer of premium, made-to-order UTV suspension kits and components, serving recreational off-road enthusiasts and competitive racers across all major side-by-side platforms via direct-to-consumer e-commerce, and operating within the SuperATV family since 2024.
- Company typePrivate
- Founded2009
- HeadquartersCedar City, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What HCR Racing does
HCR Racing (formerly Hard Core Racing) is a Cedar City, Utah-based manufacturer of premium aftermarket suspension systems for UTVs and side-by-sides, founded in 2009 and acquired by SuperATV in 2024. The company's core products are made-to-order long-travel, mid-travel, dual sport, and duner suspension kits — plus individual A-arms, trailing arms, radius rods, tie rods, frame braces, skid plates, shock brackets, and sway bar links — designed for the major UTV platforms (Polaris RZR, Polaris Ranger, Polaris General, Polaris Xpedition, Can-Am Maverick X3, Can-Am Defender, Can-Am Maverick R, Honda Talon, Honda Pioneer, Kawasaki Teryx, and Yamaha YXZ). Differentiation is anchored in a proprietary Elite Alloy claimed to be 30% stronger than 4130 chromoly, an internal angled catacomb design for force distribution, fiber-laser-cut precision, CNC'd chromoly mounting points, and hand TIG-welded assembly.
The business operates a direct-to-consumer e-commerce model exclusively through its Shopify storefront at hcrracing.com, shipping globally with a 3-5 week made-to-order lead time (with select in-stock SKUs now offered). Pricing spans roughly $92 for small brackets and bushings to $11,350 for complete kits, with unit-pricing per SKU, financing available, and a 90-day return policy. Customer segments are recreational UTV enthusiasts, off-road riders, and the competitive UTV racing community (desert, dune, rock crawling, technical trail). Marketing is concentrated in organic social (Facebook, Instagram, YouTube), email, content/blog, and a heavy event presence at Mud Nationals, Sand Sports Super Show, Camp RZR, UTV Takeover, and Trail Hero. Since the 2024 SuperATV acquisition, HCR continues to operate independently while gaining access to SuperATV's distribution resources.
HCR Racing firmographics
Firmographics- Name
- HCR Racing
- Legal name
- HCR Racing
- Website
- https://hcrracing.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- HCR Racing is a Cedar City, Utah-based manufacturer of premium, made-to-order UTV suspension kits and components, serving recreational off-road enthusiasts and competitive racers across all major side-by-side platforms via direct-to-consumer e-commerce, and operating within the SuperATV family since 2024.
- Ownership category
- akta.pro rank
HCR Racing industry classification
Industry- Product category
- UTV/Off-road vehicle suspension parts and components
- NAICS
- Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (336330), Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (33633)
- akta.pro primary industry
- Suspension Systems & Components (Springs/Shocks/Struts/Air Suspension) (IMACAIAA)
- akta.pro secondary industries
- Aftermarket Performance & Tuning Products Manufacturing (Intakes/Turbos/ECU Tuners/Superchargers) (IMACANAN), Chassis Modules & Corner Assemblies (Complete Corner/Chassis Module Integration) (IMACAIAH)
Keywords
Where HCR Racing is headquartered
LocationHeadquarters
- HQ city
- Cedar City
- HQ country
- United States
- HQ region
- North America
Markets served
HCR Racing business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales
Revenue model
- UTV Suspension Kits and Parts: HCR Racing generates revenue through the sale of premium UTV suspension kits and aftermarket parts. Products include long-travel kits, mid-travel kits, A-arms, trailing arms, radius rods, shock brackets, and complete OEM replacement suspension systems. All products are made-to-order with 3-5 week lead times.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level components (brackets, bushings, small parts) |
| Unit Pricing | Pay-as-you-go | Suspension kit components (A-arms, trailing arms individually) |
| Unit Pricing | Pay-as-you-go | Complete suspension kits (Duner, Dual Sport, Long Travel, Mid-Travel) |
| Unit Pricing | Pay-as-you-go | Premium shocks and accessories |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
HCR Racing product offering
Product offeringCore offering
HCR Racing designs, manufactures, and sells premium made-to-order aftermarket suspension systems and components for UTVs and side-by-sides. The product portfolio includes complete long-travel, mid-travel, dual sport, and Duner suspension kits, plus individual A-arms, trailing arms, radius rods, tie rods, frame braces, skid plates, shock brackets, and sway bar links built from HCR's proprietary alloy for major UTV platforms including Polaris, Can-Am, Honda, Kawasaki, and Yamaha.
Product overview
HCR Racing is a premium UTV suspension manufacturer offering a comprehensive portfolio of performance upgrade components. Their core product lines consist of Long-Travel, Mid-Travel, Dual Sport, and Duner suspension kits designed for major UTV platforms including Polaris RZR (Pro R, Turbo R, Pro XP, XP 1000, Turbo S, RS1, General, Ranger, Xpedition), Can-Am Maverick (X3 64", X3 72", Defender, Maverick R), Kawasaki Teryx (KRX 1000, Gen II/T4, H2), Honda Talon, and Yamaha YXZ 1000 R. These complete suspension systems integrate with individual component modules including A-Arms, Trailing Arms, Radius Rods, Tie Rods, Frame Braces, Skid Plates, Shock Brackets, and Sway Bar Links. All kits feature HCR's proprietary alloy construction (30% stronger than chromoly), laser-cut precision fit, TIG-welded assembly, and are manufactured to order in the USA. The company was founded in 2009 and joined the SuperATV family in 2024.
Differentiator
Problem solved
Functional benefit
Products and services
- Long-Travel Suspension Kits Complete long-travel suspension systems for UTV owners seeking maximum wheel travel, high clearance, and aggressive off-road geometry. Made from HCR's proprietary alloy and built to order for major UTV platforms including Polaris RZR Pro XP, Can-Am Maverick X3, Kawasaki Teryx KRX 1000, Honda Talon, and Polaris Ranger.
- Mid-Travel Suspension Kits Mid-travel suspension kits offering moderate wheel travel increases with OEM-compatible geometry for Polaris Ranger 1500 XD, Polaris Xpedition, Can-Am Defender HD11, and Polaris RZR XP Turbo. Designed for UTV owners wanting improved handling without extreme modifications.
- Dual Sport Suspension Kits Dual sport suspension kits for UTVs that balance on-road drivability with enhanced off-road capability. Built for dual-purpose use with improved approach angles and ground clearance while maintaining factory-like handling.
- Duner Suspension Kits High-performance suspension systems optimized for sand dune and desert terrain riding, with extended wheelbase, increased width, and aggressive clearance for deep sand and high-speed desert runs.
- A-Arms (Front Control Arms) High-clearance, boxed front control arms replacing OEM components, featuring HCR proprietary alloy construction, CNC'd chromoly mounting points, and TIG-welded construction for added strength and ground clearance.
- Trailing Arms (Rear Control Arms) Heavy-duty rear trailing arms providing increased ground clearance and durability, with internal gusseting, catacomb design for optimal force distribution, and HCR proprietary alloy construction.
- Radius Rods Billet aluminum or chromoly radius rods delivering increased strength and adjustability, available in high-clearance designs with heim joint ends for suspension tuning.
- Tie Rods Heavy-duty tie rod assemblies for steering precision and durability, offered in configurations including ZRP Desert Series with 7075 aluminum construction and enhanced heim joints.
- Frame Braces Structural reinforcement components for chassis strengthening, addressing factory weak points and providing additional mounting rigidity for suspension components.
- Skid Plates UHMW (Ultra-High-Molecular-Weight) polyethylene skid plates protecting control arms and trailing arms from rock damage and abrasion during off-road use.
- Shock Brackets Purpose-engineered mounting brackets enabling compatibility between different shock configurations and HCR suspension kits, including Smart Shock Brackets for Can-Am Maverick X3.
- Sway Bar Links Upgraded sway bar end links replacing factory pencil-sized components with heavy-duty billet aluminum constructions featuring uniball spherical bearings for improved suspension articulation.
- Ball Joints Aftermarket ball joints including Keller Ball Joints for Can-Am Maverick, with hardened body and stem construction made from American-made 4340 steel for maximum strength and wear resistance.
- Mud Flaps Protective trailing arm guards preventing rock chips and sandblast damage to powder-coated suspension components during off-road adventures.
- HCR Racing Apparel Branded merchandise including embroidered hats, trucker hats, t-shirts, windbreakers, and hoodies featuring the HCR Racing logo.
Quantifiable outcome
- 30% stronger than 4130 chromoly steel
- +5 more outcomes
Companies that use HCR Racing
Customer profileSegments2 records
Ideal customer profiles2 records
HCR Racing technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature5 records
HCR Racing partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- SuperATVcoreIn 2024, HCR Racing joined the SuperATV family to reinforce their position at the top of the UTV suspension market. HCR continues to operate independently while benefiting from SuperATV's resources and distribution network. HCR will continue doing what they do best - handmaking top-of-line suspension components.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
HCR Racing competitors and assessment
Company assessmentDirect peers
- King Shocks: Premium aftermarket off-road shock and bypass shock manufacturer widely used on UTVs, prerunners, and sand rails. Comparable because King's UTV shock portfolio competes directly with the shock tier HCR bundles into its long-travel kits.
- Shock Therapy: UTV/SxS-specific suspension tuning and shock specialist serving Polaris RZR, Can-Am Maverick, and Kawasaki Teryx platforms. Comparable as a focused UTV suspension aftermarket competitor with similar premium-direct positioning.
- Walker Evans Racing: Long-standing aftermarket shock and UTV suspension manufacturer with deep roots in desert and dune racing. Comparable heritage and target use case (desert/dune UTVs) to HCR's Duner and Long-Travel kits.
- Cognito Motorsports: Aftermarket UTV/SxS suspension and steering components manufacturer offering long-travel kits and upgraded control arms for Polaris, Can-Am, and Yamaha platforms. Comparable because Cognito's A-arms, trailing arms, and lift kits address the same pain points as HCR's core product line.
- SuperATV: HCR's parent and the largest independent UTV/SxS aftermarket parts manufacturer in the US, offering a broader catalog (axles, lift kits, doors, winches). Most comparable peer because SuperATV sells competing suspension lift kits and shares HCR's customer base, channels, and OEM platform coverage.
- Zbroz Racing: Specialty UTV/SxS suspension aftermarket brand focused on exit shocks and long-travel kits; comparable because Zbroz shocks are explicitly cross-sold with HCR kits and target the same Can-Am, Polaris, and Kawasaki enthusiast segment.
- Elka Suspension: Aftermarket maker of high-performance UTV and ATV shocks (Stage series). Comparable because Elka shocks are a frequent cross-sell with HCR-style long-travel kits and target the same Polaris/Can-Am enthusiast.
- SDI (Shock Doctors Industries): Aftermarket UTV shock manufacturer whose Terrain Master and E-CLIK Active shock systems are explicitly cross-sold with HCR suspension kits. Comparable because SDI serves the same Polaris/Can-Am/Kawasaki enthusiast segment with performance shock upgrades.
Broad incumbents
- FOX Factory: Public manufacturer of high-performance shocks, forks, and suspension components for off-road, on-road, and mountain bike applications. Comparable as a premium suspension incumbent whose UTV/SxS shocks are often specced as OE and aftermarket upgrades in the same vehicles HCR targets.
Emerging players
- Method Race Wheels: Aftermarket UTV/off-road wheel and beadlock specialist frequently co-sold with long-travel suspension kits. Comparable as a complementary UTV enthusiast brand that shares dealers, events, and customer overlap with HCR even though its core product is wheels rather than suspension.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
HCR Racing social profiles
Digital presenceHCR Racing financial estimates
Financial estimateRevenue estimate
Valuation estimate
HCR Racing leadership team
Management profileNumber of profiles
HCR Racing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HCR Racing 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 HCR Racing
What does HCR Racing do?
HCR Racing designs, manufactures, and sells premium made-to-order aftermarket suspension systems and components for UTVs and side-by-sides. The product portfolio includes complete long-travel, mid-travel, dual sport, and Duner suspension kits, plus individual A-arms, trailing arms, radius rods, tie rods, frame braces, skid plates, shock brackets, and sway bar links built from HCR's proprietary alloy for major UTV platforms including Polaris, Can-Am, Honda, Kawasaki, and Yamaha.
Is HCR Racing a public or private company?
HCR Racing is a private company. It is classified as corporate owned and is currently operating.
When was HCR Racing founded?
HCR Racing was founded in 2009. It employs 1 to 10 people.
Where is HCR Racing based?
HCR Racing is headquartered in Cedar City, United States, in the North America region.
How does HCR Racing make money?
One revenue line is on record: UTV Suspension Kits and Parts.
Who are HCR Racing's main competitors?
Direct peers on record are King Shocks, Shock Therapy, Walker Evans Racing, Cognito Motorsports, SuperATV, Zbroz Racing, Elka Suspension and SDI (Shock Doctors Industries). FOX Factory is listed as a broad incumbent. Method Race Wheels is listed as an emerging player.
Does HCR Racing have an API?
No public API is recorded for HCR Racing.
What industry is HCR Racing in?
HCR Racing's product category is UTV/Off-road vehicle suspension parts and components. Its primary akta.pro industry code is IMACAIAA, Suspension Systems & Components (Springs/Shocks/Struts/Air Suspension), with a secondary code of IMACANAN, Aftermarket Performance & Tuning Products Manufacturing (Intakes/Turbos/ECU Tuners/Superchargers). Its NAICS code is 336330.