SuperATV is expanding its presence in the ATV and UTV aftermarket by welcoming High Lifter, Snorkel Your ATV, Falcon Ridge and Side By Side Stuff into its family of brands.
The four companies bring SuperATV additional mud-riding authority, specialized snorkel engineering, practical cab accessories and an established multibrand retail channel. Customers will continue placing orders through each company’s existing channels while work takes place behind the scenes to bring the businesses together.
SuperATV also said it intends to preserve what makes each brand unique—an important point considering the distinct customers, products and reputations represented by the four companies.
Four Established Off-Road Brands Join SuperATV
High Lifter, Snorkel Your ATV, Falcon Ridge and Side By Side Stuff were previously part of Nivel’s off-road vehicle portfolio. Together, they cover several important parts of the ATV and UTV aftermarket:
- High Lifter: Mud-focused performance products, suspension, axles, lift kits, portals, tires and enthusiast events
- Snorkel Your ATV: Vehicle-specific snorkel systems, risers and deep-water protection components
- Falcon Ridge: Windshields, soft doors, roofs, cab enclosures and practical UTV accessories
- Side By Side Stuff: A multibrand online retailer offering UTV products from numerous aftermarket manufacturers
Financial terms and other details of the transaction were not disclosed in the initial announcement.
High Lifter logo
High Lifter Brings Mud-Market Authority
High Lifter is the most recognizable enthusiast brand included in the announcement. Founded in Shreveport, Louisiana, in 1996, the company grew from a homemade ATV lift kit into one of the most influential names in mud riding.
Its product catalog expanded to include lift kits, suspension components, heavy-duty axles, portal gear lifts, snorkels, radiator relocation kits, tires, wheels and other parts developed for aggressive off-road use.
High Lifter also built a community around its products through the High Lifter Mud Nationals and other riding events. That event history and connection with mud riders give the company value that extends beyond its product catalog.
The company’s influence reached the vehicle-manufacturer level through its collaboration with Polaris. Beginning with the 2015 RZR XP 1000 High Lifter Edition, the partnership helped bring equipment traditionally installed by mud riders into factory-built UTVs. Read our history of Polaris High Lifter Edition and Mud Edition UTVs for the complete model timeline.
UTVGuide.net also had an opportunity to drive Polaris High Lifter Edition UTVs at the High Lifter Proving Grounds in Louisiana.
SuperATV already competes in many of High Lifter’s product categories, including portals, axles, suspension and tires. The strategic value comes from High Lifter’s identity as a mud authority, its strong connection with ATV riders and the customer loyalty it has developed since 1996.
Learn more about the company in our complete history of High Lifter Products.
Snorkel Your ATV Adds Specialized Engineering
Snorkel Your ATV was founded in 2008 and developed a large collection of proprietary products for ATVs and UTVs. The company specializes in systems designed to relocate engine, CVT and drivetrain venting to higher positions on the vehicle.
Its products include complete vehicle-specific snorkel kits, Warrior risers, prefilters and related components for machines used in mud and deep water.
A properly developed snorkel system involves more than extending the engine’s air intake. Depending on the vehicle, the system may also need to address the CVT intake and exhaust, differential vents, transmission vents and other components vulnerable to water intrusion.
That specialized knowledge should complement both High Lifter’s mud-market experience and SuperATV’s vehicle-measurement and engineering capabilities. Shared vehicle data could help accelerate the development of snorkel systems when new ATV and UTV platforms reach the market.
Falcon Ridge Expands Practical Cab Protection
Falcon Ridge focuses on practical UTV accessories for work, hunting, recreation and changing weather conditions. Its primary product categories include windshields, soft doors, cab enclosures, roofs and related accessories.
SuperATV already offers extensive windshield, door and cab-protection lines, but Falcon Ridge occupies a somewhat different position. Its soft enclosures and value-oriented products appeal to customers who want seasonal protection without investing in a complete hard cab.
Falcon Ridge may be particularly valuable for older UTVs and work-oriented machines. Owners of those vehicles still need weather protection, but premium accessories may not make financial sense for every application.
Under SuperATV, Falcon Ridge could benefit from improved vehicle measurements, fitment information, installation instructions, fulfillment and customer support while retaining a practical and price-accessible market position.
Side By Side Stuff Adds a Multibrand Retail Channel
Side By Side Stuff may be the least product-focused company in the group, but it could be one of the most strategically valuable.
Founded in Missouri in 2006, Side By Side Stuff grew from a maintenance and service business into a major online retailer of aftermarket UTV parts and accessories. Its website organizes products by vehicle and sells equipment from numerous aftermarket manufacturers.
That multibrand model gives customers the ability to compare windshields, doors, suspension components, tires, wheels, storage systems and other products without visiting each manufacturer separately.
For SuperATV, Side By Side Stuff provides more than another place to sell parts. It offers:
- Insight into what customers search for and purchase across multiple brands
- Visibility into vehicle applications underserved by the aftermarket
- An additional channel for High Lifter, SYA and Falcon Ridge products
- Relationships with independent UTV accessory manufacturers
- Experience organizing a large catalog around vehicle-specific fitment
- Opportunities to assemble complete accessory packages from several brands
The challenge will be preserving Side By Side Stuff’s credibility as a multibrand retailer. Independent manufacturers will want confidence that their products will continue receiving fair visibility alongside brands owned by the same parent organization.
Read more about the retailer’s development in our history of Side By Side Stuff.
SuperATV Supplies the Engineering and Manufacturing Scale
SuperATV began in 2003 when Harold Hunt developed a lift kit for his Polaris Sportsman ATV in a Madison, Indiana, garage. It grew into a large aftermarket manufacturer offering suspension, steering, Rhino axles, GDP portal gear lifts, drivetrain components, windshields, doors, tires, wheels and numerous other accessories.
SuperATV’s most important contribution to the expanded group may be its product-development infrastructure. The company has invested in vehicle scanning, engineering, CNC machining, prototyping, drivetrain testing, dynamometer testing, manufacturing and fulfillment.
During UTVGuide.net’s tour of SuperATV’s Indiana facility, we saw how the company used actual machines, frames and components to evaluate product fitment and durability.
Those capabilities could support all four incoming companies. Instead of separately measuring the same new vehicle, the brands may be able to share scans, mounting-point data and test machines. One vehicle-development program could potentially support a SuperATV suspension system, a High Lifter lift kit, an SYA snorkel and a Falcon Ridge enclosure.
Dorman Products Provides the Corporate Foundation
Dorman Products acquired SuperATV in October 2022 for $490 million in cash, with an additional potential earnout tied to performance targets. SuperATV became the foundation of Dorman’s Specialty Vehicle business segment.
Dorman brings more than a century of experience in the vehicle aftermarket. Its capabilities include sourcing, catalog management, product development, distribution and working with large retail and professional customer networks.
SuperATV remains the recognizable powersports platform, but Dorman gives the expanded group access to additional capital and broader aftermarket-business experience.
Building a Vertically Connected ATV and UTV Aftermarket Group
Taken together, the companies create a more vertically connected ATV and UTV aftermarket organization:
- High Lifter supplies mud authority and enthusiast loyalty.
- Snorkel Your ATV supplies specialized engineering and proprietary deep-water products.
- Falcon Ridge supplies practical, price-accessible cab protection.
- Side By Side Stuff supplies a multibrand retail channel and customer insight.
- SuperATV supplies engineering, manufacturing, testing and distribution infrastructure.
- Dorman supplies additional capital, sourcing and aftermarket-business experience.
This is more than a simple expansion of SuperATV’s product catalog. In fact, there is considerable overlap between the companies. SuperATV and High Lifter have established positions in portals, axles, suspension and tires. SuperATV, High Lifter and Snorkel Your ATV all offer snorkel products, while SuperATV and Falcon Ridge both serve customers looking for windshields and cab components.
The opportunity is to position the brands for different customers and price points while sharing resources behind the scenes.
What Could Change for Customers?
Customers should continue placing orders through the companies’ existing websites and sales channels during the transition. No immediate changes to ordering, product availability or brand names were announced.
Potential longer-term benefits could include:
- Faster coverage for newly released ATV and UTV models
- Improved inventory availability and fulfillment
- More consistent fitment information and installation support
- Complete packages combining products from multiple brands
- Expanded dealer and retail availability
- Additional resources for product testing and development
The greatest challenge will be preserving the identities that made the companies valuable. High Lifter needs to remain connected to mud riders, Snorkel Your ATV needs to retain its specialist credibility, Falcon Ridge needs a clear value position and Side By Side Stuff needs to remain a trusted multibrand retailer.
If SuperATV can share infrastructure without turning the four companies into interchangeable labels, the combination could create one of the broadest and most capable groups in the ATV and UTV aftermarket.
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