SuperATV expanded its family of off-road brands in January 2022 with the acquisition of Assault Industries, a California-based manufacturer known for aggressively styled UTV accessories and performance components.
The transaction combined SuperATV’s large-scale product-development, manufacturing and distribution capabilities with Assault Industries’ distinctive brand, West Coast dealer presence and performance-oriented accessory lineup.
SuperATV Acquires Assault Industries
SuperATV completed its acquisition of Assault Industries on January 6, 2022. Financial terms of the transaction were not disclosed.
At the time, SuperATV said the acquisition would expand its product selection and introduce the company to additional dealers and customers. Assault Industries brought an established following among sport UTV owners, particularly in the western United States.
Assault Industries owner Marcelo Danze said he and his wife, Kristina, had considered the company’s long-term future for several years. After meeting with SuperATV’s leadership, they concluded that SuperATV was the right company to guide the brand into its next stage.
What Assault Industries Added to SuperATV
Assault Industries developed a recognizable position in the UTV aftermarket through products combining functional upgrades with aggressive styling. Its catalog included components for popular Polaris, Can-Am, Honda, Kawasaki, Yamaha and other side-by-side platforms.
Major Assault Industries product categories included:
- Side-view and rearview mirrors
- Radius rods and suspension links
- Tie rods and steering components
- High-clearance suspension parts
- Heavy-duty chassis and frame components
- Grilles, body accessories and exterior trim
- Grab handles and interior accessories
- Fire extinguishers and mounting equipment
The product range complemented SuperATV’s established suspension, steering, drivetrain and vehicle-accessory catalog. However, Assault Industries had its own visual identity and customer following, giving SuperATV access to buyers who might not have previously considered its primary brand.
Expanding SuperATV’s Dealer Network
Assault Industries also brought an established network of West Coast dealers. That was strategically useful for SuperATV, which had grown through a combination of direct-to-consumer sales and an expanding dealer channel.
Dealers remain important in the UTV aftermarket because many customers want professional installation, fitment assistance or the ability to see products before purchasing. Dealer relationships can be especially valuable for suspension, steering and structural components that require more involved installation than basic bolt-on accessories.
SuperATV President Lindsay Hunt said the two companies shared an enthusiasm for their customers, products and the off-road experience. The acquisition was intended to give Assault Industries additional resources while helping SuperATV reach new parts of the market.
A Different Brand Position
SuperATV and Assault Industries operated in several overlapping product categories, but the companies approached the market differently.
SuperATV had developed into a broad ATV and UTV aftermarket manufacturer offering everything from windshields and roofs to Rhino axles, GDP portal gear lifts and complete suspension systems. Assault Industries maintained a more focused performance image built around distinctive styling, billet components and accessories designed to give sport UTVs a more customized appearance.
Retaining the Assault Industries name allowed SuperATV to expand without forcing every product into a single brand. Customers could continue identifying Assault Industries with its established design language while the company gained access to SuperATV’s engineering, manufacturing and fulfillment infrastructure.
SuperATV’s Growth Before the Acquisition
SuperATV began in 2003 when Harold Hunt developed a lift kit for a Polaris Sportsman ATV in his Madison, Indiana, garage. The company expanded from that single product into suspension, steering, axles, portal gear lifts, drivetrain components, windshields, doors, tires and numerous other ATV and UTV accessories.
SuperATV’s in-house product-development capabilities played an important role in that growth. During our 2019 tour of SuperATV’s Indiana facility, UTVGuide.net saw CNC machining, drivetrain testing, suspension production, an in-house dynamometer, 3D measuring equipment and rapid-prototyping technology.
Those capabilities created a strong foundation for supporting additional product brands. Rather than functioning only as a financial owner, SuperATV could provide engineering, manufacturing, distribution and customer-service resources relevant to Assault Industries’ products.
SuperATV Later Joins Dorman Products
The Assault Industries acquisition preceded another major change for SuperATV. In October 2022, Dorman Products completed its purchase of SuperATV for $490 million in cash, with an additional potential earnout tied to performance targets.
Assault Industries was included among SuperATV’s proprietary brands when Dorman announced the completed transaction. SuperATV became the foundation of Dorman’s Specialty Vehicle business, bringing a family of ATV and UTV aftermarket brands into the larger automotive replacement-parts organization.
A Blueprint for Expanding Through Distinct Brands
The Assault Industries acquisition demonstrated how SuperATV could expand into adjacent parts of the UTV market while retaining the identity of an established company.
Instead of simply absorbing the products into the SuperATV catalog and eliminating the Assault Industries name, the transaction preserved a brand with its own styling, customers and dealer relationships. SuperATV supplied greater scale and infrastructure, while Assault Industries contributed products and market reach that complemented the parent company’s existing strengths.
Visit Assault Industries to see its current UTV products and accessories.
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