What Aries Automotive does

Aries Automotive is a manufacturer of aftermarket tubular accessories for trucks, Jeeps, and SUVs, operating as a brand under CURT Manufacturing LLC (itself owned by Lippert). Founded in 1997 and headquartered in Torrance, California, the company produces bull bars, grille guards, running boards, side bars, headache racks, and Jeep-specific components (bumpers, tube doors, fender flares, cargo lids) using stainless steel, carbon steel, and T6 aluminum alloy with various powder coat finishes. Its differentiated technology platforms include the patented ActionTrac powered running board (step-within-a-step deployment), the VersaTrac vehicle-specific mounting system enabling bracket interchange across product lines, the eight-sided AdvantEDGE extruded aluminum tube, and the TrailChaser modular 6-piece bumper system offering up to 24 configurations.

The business sells exclusively through distribution: a tiered dealer network (platinum, gold, and silver online retailers including AutoZone, RealTruck, NAPA, etrailer, CarParts.com, Home Depot, and Summit Racing), regional brick-and-mortar dealers (via a Where To Buy store locator), and direct-to-consumer e-commerce through the Aries website with an OrderHub customer portal. Pricing is transactional (one-time hardware purchases) with periodic prepaid Mastercard rebate promotions on flagship lines. Customer segments are the long-tail of off-road and adventure enthusiasts (Jeep Wrangler/Gladiator and Ford Bronco owners), work truck and commercial vehicle owners, and light truck/SUV owners seeking functional and aesthetic enhancement. Geographic reach is global in distribution footprint across North America, Europe, Asia Pacific, the Middle East, Africa, and Latin America, with the United States as the primary market.

Aries is not a standalone revenue-generating entity; it is a brand within the CURT/Lippert family that also includes CURT (towing), LUVERNE (truck equipment), and UWS (truck storage). This corporate structure provides shared sourcing, manufacturing scale, and distribution leverage, but constrains Aries' independent strategic action. The firm has 501–1,000 employees and does not disclose revenue.

Name

Aries Automotive

Legal name

ARIES Automotive (brand of CURT Manufacturing LLC)

Website

https://ariesautomotive.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Aries Automotive is a manufacturer of aftermarket tubular accessories — bull bars, grille guards, running boards, side bars, headache racks, and Jeep bumpers — selling through a multi-tier dealer network and direct e-commerce to truck, Jeep, and SUV owners in the US and global markets. The company operates as a brand under CURT Manufacturing LLC (Lippert).

Ownership category

akta.pro rank

Product category

Aftermarket Truck and Jeep Accessories

NAICS

Motor Vehicle Parts Manufacturing (3363)

SIC

Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

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

Keywords

• Aftermarket truck accessories
• Bull bars grille guards
• Running boards side bars
• Jeep bumpers fenders
• Off-road vehicle protection

Headquarters

HQ city

Torrance

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales - Aftermarket Accessories: One-time purchase sales of truck and Jeep aftermarket accessories including bull bars, running boards, side bars, grille guards, headache racks, Jeep bumpers, fender flares, tube doors, and related components

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

Aries Automotive designs, manufactures, and sells aftermarket tubular accessories for trucks, SUVs, and Jeep Wrangler/Gladiator/Ford Bronco vehicles. The product portfolio centers on front-end protection (bull bars and grille guards), vehicle access (running boards and side bars), truck bed protection (headache racks), and Jeep-specific off-road equipment (bumpers, tube doors, fender flares, tire carriers, security cargo lids). Products are constructed from stainless steel, carbon steel, and T6 aluminum alloy with powder coat finishes and are sold via multi-tier online retailers, local dealers, and direct e-commerce.

Product overview

Aries Automotive is a manufacturer of aftermarket truck and Jeep accessories, operating as part of CURT Manufacturing LLC (a Lippert company). The product portfolio centers on vehicle exterior protection and enhancement accessories organized into distinct product series. The main product lines include bull bars and grille guards (AdvantEDGE, Big Horn, Stealth, ForeFront, Pro Series) for front-end protection, running boards and side bars (ActionTrac powered running boards, RidgeStep, AeroTread, AscentStep) for vehicle access, and headache racks for truck bed protection. Specialized Jeep accessories include TrailChaser and TrailCrusher bumpers, tube doors, fender flares, and security cargo lids, while Ford Bronco receives dedicated vehicle-specific products. Key technology differentiators include the VersaTrac mounting system enabling bracket interchangeability, ActionTrac powered running board technology with step-within-a-step deployment, and modular bumper designs offering customizable configurations. Products are manufactured using materials including 201 and 304 stainless steel, carbon steel, and T6 aluminum alloy, with various powder coat finishes for corrosion resistance.

Differentiator

Problem solved

Functional benefit

Brands

• AdvantEDGE: Product series featuring eight-sided tube extruded aluminum construction for running boards, bull bars, and headache racks
• ActionTrac
• TrailChaser
• TrailCrusher
• ForeFront
• VersaTrac
• Stealth
• Big Horn
• Big Step
• Pro Series
• Switchback
• RidgeStep
• AeroTread
• NovaTrac
• SlimGrip
• AscentStep
• Seat Defender

Products and services

• AdvantEDGE Bull Bars 5-1/2 inch bull bars featuring a unique eight-sided extruded aluminum tube design with chrome or carbide black powder coat finishes, complementing modern trucks with a distinctive angular profile.
• Big Horn Bull Bars 4-inch bull bars made from 304 stainless steel with polished finish, offering rust-resistant front-end protection with a classic tubular design.
• Stealth Bull Bars (3-inch) 3-inch bull bars constructed from 201 stainless steel with high-gloss black powder coat finish, designed for cold-climate use with resistance to moisture and road salt.
• ForeFront Bull Bars Front-end protection bars featuring vehicle-specific fitment, designed for Ford Bronco and other compatible applications.
• ActionTrac Powered Running Boards Patented powered running boards with step-within-a-step technology featuring a 44-inch board size. Deploys downward when door opens, providing two platform-like stepping surfaces for easier vehicle access, especially for lifted vehicles like Jeep Wrangler. Retracts when door closes.
• RidgeStep Running Boards 6-1/2 inch running boards made from carbon steel with VersaTrac mounting system, featuring a wide, platform-like stepping surface ideal for factory-height vehicles.
• AeroTread Running Boards 5-inch running boards constructed from 201 stainless steel with high-gloss black powder coat finish, featuring a flat profile for vehicles with lower ground clearance.
• AscentStep Running Boards 5-1/2 inch running boards featuring a wide, flat stepping surface with textured finish for enhanced traction and modern aesthetic appeal.
• Pro Series Grille Guards Heavy-duty grille guards with H-shaped frame design featuring textured black powder coat finish, providing comprehensive front-end coverage including headlight protection with brush guards.
• Switchback Headache Racks Lightweight, rust-free headache racks built from powder-coated aluminum with aggressive angular design, featuring slotted top edge for LED light mounting on off-road trucks.
• TrailCrusher Jeep Bumpers Heavy-duty Jeep bumpers engineered for off-road trails featuring standard winch mounts and heavy-duty shackle mounts for straight-line pull applications, available with optional stinger-style brush guard.
• TrailChaser Jeep Bumpers Modular Jeep bumpers with six-piece interchangeable design offering up to 24 different configurations, constructed from T6 aluminum or carbon steel with textured black powder coat finish, featuring integrated LED lights, winch housing, and D-ring/tow hook mounting points.
• Jeep Tube Doors Open-concept tube doors for Jeep Wrangler and Gladiator featuring aggressive cutout pattern, made from hardened T6 aluminum with textured black powder coat finish for off-road use.
• Jeep Fender Flares 4-inch width fender flares constructed from T6 aluminum with flat profile for clearance with larger off-road tires, available in textured black powder coat or raw paintable finish.
• Jeep Security Cargo Lid Integrated security system for Jeep Wrangler 4-door models creating a fully lockable cargo enclosure, featuring tie-down anchors, 75-lb weight capacity, and aluminum construction with textured powder coat finish.
• Ford Bronco Accessories Complete line of Ford Bronco-specific accessories including running boards, ForeFront bull bars and grille guards, tube doors, fender flares, and roof racks.
• LED Lights and Brackets Aftermarket LED lighting solutions and mounting brackets for vehicles, compatible with bull bars, grille guards, and headache racks for enhanced visibility.
• D-Rings, Shackles and Tow Hooks Recovery equipment including D-rings, tow hooks, and shackles for off-road towing and recovery applications.
• Seat Defender Seat protection accessory designed to prevent damage and staining to vehicle seats.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• CURT Manufacturing LLCcoreOthersParent company of Aries Automotive. Aries is a brand under CURT Manufacturing LLC, which is itself part of Lippert (LCI1). CURT manufactures trailer hitches and towing equipment, creating a complementary product portfolio. Aries focuses on drivetrain and chassis accessories while CURT focuses on towing.
• LUVERNE Truck EquipmentminorOthersSister brand under CURT/Lippert family. LUVERNE manufactures truck equipment including utility beds, flatbeds, and service truck bodies - complementary to Aries automotive accessories.
• UWS Truck AccessoriesminorOthersSister brand under CURT/Lippert family. UWS manufactures truck storage solutions including crossover truck tool boxes and side mount toolboxes - complementary to Aries accessory products.
• Dealer NetworkcoreChannel Partner/ Reseller/ DistributorMulti-tier dealer network including platinum, gold, and silver online retailers as well as local brick-and-mortar dealers. Business types include Dealer/Installer, eTailer, Retail, Distributor, and Other categories through dealer registration program.

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Lund International: Broader automotive accessories group owning multiple aftermarket brands (Lund, AVS, Nifty, Truxedo, Extang) across hood protectors, tonneau covers, and running boards. Overlaps Aries' running boards and accessory categories as part of a wider portfolio.

Direct peers

• Rough Country: Off-road aftermarket manufacturer and retailer specializing in Jeep, truck, and SUV lift kits, bumpers, and accessories. Overlaps heavily on the Jeep Wrangler/Gladiator product lines.
• Bushwacker: Manufacturer of fender flares, bed rails, and body cladding for trucks and Jeeps. Directly competes with Aries Jeep and truck fender flare SKUs.
• N-Fab: Manufacturer of nerf bars, step bars, bed access, and light mounts for trucks and SUVs. Competes directly in the tubular side step and front protection categories.
• Fab Fours: Manufacturer of heavy-duty steel bumpers, grille guards, and winch mounts for trucks and Jeeps. Directly comparable premium off-road bumper competitor.
• Smittybilt: Aftermarket manufacturer of Jeep and truck accessories including bumpers, tube doors, side steps, and winches. Directly comparable on the Jeep-focused product set.
• Westin Automotive: Manufacturer of tubular aftermarket accessories including bull bars, grille guards, running boards, and nerf bars for trucks and SUVs. Direct head-to-head competitor across nearly every Aries product category.
• Ranch Hand: Manufacturer of grille guards and front-end protection for trucks, particularly work-truck and fleet applications. Overlaps on Pro Series grille guards and bull bars.
• Go Rhino: Aftermarket manufacturer of bumpers, side steps, running boards, and grille guards for trucks, Jeeps, and SUVs. Closely overlapping product portfolio and vehicle-specific fitment strategy.
• Warn Industries: Manufacturer of winches, recovery gear, and off-road accessories. Overlaps with Aries on shackles, tow hooks, D-rings, and Jeep bumper recovery mounting points.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/ariesautomotive
• Facebookfacebook.com/113778149023
• LinkedInlinkedin.com/company/aries-automotive-accessories

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 Aries Automotive