A new Chief in US Jeep market
A GOLD Coast company has grabbed a stake in the lucrative niche USA after-sales off-road vehicle modifications market.
Mudgeeraba-based Chief Products produces aftermarket accessories for the popular Jeep Grand Cherokee and the popularity of its products has seen rapid growth in the huge North American market.
So fast are sales growing that company founder Bill Mackin is tipping USA sales to overtake Chief’s Australian sales in the next three to six months.
The company was launched five years ago and offers a range of products including front and rear off-road bumpers, nudge bars, roof racks, recovery points, rock rails, fender flares and protection plates.
Mr Mackin, who moved into the automotive industry after selling his advertising agency, said Australians alone spend $5.6 billion each year on aftermarket parts and accessories.
“The wife and I bought a Jeep Grand Cherokee to take the family camping and I went around looking for aftermarket parts and no one had anything,” he said.
“Having grown up in the States where Jeeps were every- where I found it odd no-one was making parts.
“I grew up off-roading in Jeeps so I had passion for it.”
When he did find parts Mr Mackin found to his eye they failed to suit the vehicle’s ethos.
“Our competition was making the same old boxy designs and we wanted to try and shake things up.
“We definitely wanted our products to perform and be rugged but we saw no reason why they had to be a big square thing hanging off the front of the car.
“The Grand Cherokee is a more stylish off-road vehicle and that style spoke to us and is something we try to put in all out products.”
Having initially manufactured its items in Brisbane the company launched its US distribution centre earlier this year to offer better service to the multi-billion dollar US offroad industry.
Expanding their range over the past few years has yielded positive results with their latest product addition; the WK2 Rock Rails selling out in just weeks in the US and a global waiting list exceeding 1000 customers across their range.
“Our products have really resonated with our customers and we get lot of enthusiastic reactions,” Mr Mackin said.
“We’ve had customers email us upset because our products aren’t coming out quick enough.
“When you get into business and you’re making these products you think they will do well but I don’t think we were quite prepared for how well they would do and how soon.
“We still sell more in Australia than we do in the USA but we expect that to change in the next three to six months.”
Chief Products are designed and engineered by a team led by ex-Holden Concept Car developer Ben Grams, using a collection of materials from high strength steel to lightweight aluminium.
Going from concept to prototype and testing to public release can take anywhere
from 3-12 months depending on the complexity of the product.
“We’re lucky enough to be one of a handful of companies worldwide with access to CAD data for the Jeep Grand Cherokee, which ensures our products integrate seamlessly with the vehicle,” Mr Mackin said.
“We are already starting to develop products for the new Jeep JL Wrangler and we are also looking at expanding to other manufacturers including the new Ford Bronco and new Dodge Ram pick-up, which will be a new line for 2019.”