SuperATV
| File:SuperATV,LLC logo.png The logo was trademarked by SuperATV, LLC in 2013 | |
| Industry | Aftermarket products for UTVs and ATVs |
|---|---|
| Founded | 2003 |
| Founder | Harold Hunt |
| Headquarters | Madison, Indiana, United States |
| Brands | Rhino Brand Axles, GDP Portal Gear Lifts, Terminator Tires, Rack Boss |
Number of employees | 200 (2018) |
| Website | superatv.com |
SuperATV is a privately held American enterprise established in 2003 that focuses on aftermarket components for Utility Task Vehicles (UTVs) and all-terrain vehicles (ATVs). Based in Madison, Indiana, this family-operated company has experienced substantial growth since its founding. In August 2022, Dorman acquired SuperATV, which also manages the subsidiaries Assault Industries and GBoost Technology.
Founding
Harold Hunt founded SuperATV following the creation of its initial product: a 2" Polaris Sportsman EZ Install Lift Kit, which he personally produced and shipped from his home garage. The rising demand for aftermarket parts was driven by the increasing popularity of side-by-side vehicles like the Yamaha Rhino (introduced in 2004) and Polaris Ranger RZR (launched in 2008), fueling the company's expansion. Hunt officially registered the LLC in 2003 and secured the trademark for the company logo in 2013.
Hunt’s background includes 27 years as Vice President of Global Operations at Rotary Lift (part of Dover Corporation), providing him with significant manufacturing and business acumen that contributed to SuperATV’s strategic growth. To support its expansion, the company has moved several times and currently operates from a 200,000-square-foot facility staffed by over 200 employees as of 2018.
SuperATV has been acknowledged for its role in stimulating the local economy, receiving commendations from former Indiana Governor Mike Pence. It ranks among the largest aftermarket suppliers for ATV and UTV accessories across North America.
Beyond SuperATV, Hunt also owns Clifty Warehouse & Storage, LLC, a commercial and industrial storage enterprise located nearby. Both ventures exemplify his commitment to fostering regional economic development.
Location
The headquarters of SuperATV are situated in Madison, Indiana, a historic community along the Ohio River with a population nearing twelve thousand according to the 2010 census. Madison’s advantageous location within a two-hour drive of Cincinnati, Louisville, and Indianapolis supports its manufacturing base and benefits SuperATV’s operations.
New facilities and expansion
In 2016, SuperATV invested $4.95 million to move into a refurbished 232,000-square-foot building, significantly increasing its operational capacity. Originally built in 1958 and formerly occupied by various manufacturers, the facility was extensively upgraded to incorporate a product testing laboratory, onsite assembly lines, inventory storage, and a dedicated test track. This comprehensive setup allows engineers to design, construct, and evaluate prototypes all within one location, enhancing quality assurance processes. The expansion was expected to generate more than 100 full-time positions by 2018. Additionally, SuperATV partners with Conexus Indiana to offer manufacturing internship programs aimed at workforce development.
Products
SuperATV primarily conducts business through online platforms and telephone, catering to the UTV and ATV aftermarket industry with products compatible with leading brands such as Polaris, Can-Am, Yamaha, Honda, Kawasaki, Arctic Cat, and Suzuki. The company’s initial offering was a 2” Polaris Sportsman EZ Install Lift Kit, created by founder Hunt for personal use on his vehicle. Since that launch, the product line has grown extensively to feature lift kits that provide up to ten inches of ground clearance, along with windshields, tires, portal gear lift kits, clutch kits, axles, and additional accessories.
The majority of these products are proprietary and available exclusively through SuperATV’s official website and authorized dealers; the sole exception being MTX speakers. Inventory is stocked onsite at the Madison facility to guarantee swift order processing. Notable sub-brands under SuperATV include Rhino Axles, GDP Portals, Intimidator Tires, and Rack Boss. This targeted product portfolio strengthens SuperATV’s position within the aftermarket powersports sector.
Team SuperATV
In 2015, SuperATV provided sponsorship for professional racers Mitch Guthrie Jr., Mitch Guthrie Sr., Sara Price, and Katie Vernola. Guthrie Jr. secured victory at the 2018 King of the Hammers off-road competition utilizing SuperATV's Rhino Axles. This race was particularly challenging, with only ten percent of participants reaching the finish line. Mitch Guthrie Sr. boasts six wins in this event.
The following year, a group of employee racers, led by professional driver and SuperATV team member Tyler Greves, took part in the King of the Hammers World Championships. Additionally, SuperATV hosts its own events and supports various races, further solidifying its influence within the off-road racing community.