New one-stop online store… mostly for US pick-ups

ByUnsealed 4X4November 30, 2020
New one-stop online store… mostly for US pick-ups

Upfitter is a new one-stop online store for upgrading your 4X4, and it’s growing every day according to the company behind it, Ateco Automotive.

Ateco Automotive, the company behind RAM Trucks Australia, has launched Upfitter, a one-stop online store for those want to accessorise their vehicles. Called Upfitter, the new website is an online aggregator of vehicle accessories from a who’s who of respected manufacturers including the likes of Warn, XD, Thule, Bushwacker, KMC and many more. In fact there are more than 40 brands on the site with gear ranging from bull bars to recovery gear to roof racks.

The easy-to-navigate website is split between interior, exterior and performance hubs, and the range of products being added to Upfitter is expanding daily, from both local Australian accessory brands and global automotive brands.

Currently Upfitter has a focus on US vehicles with much of the gear available on the website to suit vehicles such as the RAM 1500 and 2500, but there’s also equipment designed for specific fitment to Chevrolet Silverado and Ford F-150 and, to a lesser extend Jeep Wrangler and LDV T-60. There’s also a range of universal-fitment gear, and Ateco Automotive says additional brands and vehicle types will be added in early 2021.

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A sample page from the new Upfitter website.

Thanks to the backing of the Ateco Group there are more than 170 dealer and servicing points nationwide, for ease of installation and fitment of Upfitter products.

“Upfitter exists to empower full-size truck and ute owners in the customisation process of their vehicles by offering premium, highly-functional accessories and advice,” David Smitherman, Chief Operating Officer of Upfitter says.

“We know Australia has many great accessory manufacturers and it’s sometimes difficult for them to get local traction. Upfitter allows them to have national exposure and significant fitment coverage, so we welcome the opportunity to represent them.


Ateco Group Executive Chairman Neville Crichton (left) and COO of Upfitter David Smitherman.

“Camping, off-roading, road-trips and fishing adventures – these are all activities rooted deep in Australian culture and require fit-for-purpose accessories. If the product comes from Upfitter, it means it’s an accessory we’ve tested and loved,” Smitherman says.

You can check out the range on offer at Upfitter.