Recognising the growing trend of personalisation using aftermarket accessories and bolt on products amongst owners of four-wheel-drives, utes and American trucks, The Ateco Group has launched a new e-Commerce store called Upfitter.Com.
Upfitter is an Australian-based online aggregator of vehicle accessories from local and overseas manufacturers. It provides a one-stop destination to deliver the best products and advice to a growing online community.
“I have been watching the e-Commerce model across a range of industries and categories over the years,” Ateco Group executive chairman Neville Crichton CNZM says.
“I challenged my team to look at the opportunities in our wider business and I’m delighted to launch our first e-Commerce offering with Upfitter.”
“Upfitting means to customise a vehicle according to the owner’s needs. But it’s also much more than that – upfitting is for those who don’t just own their trucks, they know their trucks, He says.
From bull bars to recovery gear to roof racks, Upfitter has assembled truck and full-size ute accessories in one easy-to-access – and transact – location.
Upfitter’s research and development team has spent time in the US over the past two years to better understand the scale and capabilities of existing accessories prior to this local launch.
Upfitter has more than 40 brands already on its books including household names like AMP-Research, DU-HA, Extang, Husky, Warn, WeatherTech and Yakima.
Split between interior, exterior and performance hubs, Upfitter covers off everything from antennas to fuel locks, floor mats to bed steps, lighting to suspension lifts.
This range is being added to daily, along with a growing portfolio of local Australian accessory brands and global automotive brands.
Alongside universal fitment accessories there are products for Ford, Chevrolet, LDV and RAM vehicles. Additional brands and vehicle types will be added in early 2021.
Installation and fitting of Upfitter products is easy thanks to more than 170 dealer and servicing points nationwide backed by The Ateco Group.
“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,” says Upfitter chief operating officer David Smitherman.
“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.
“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.
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