Ateco launches online adventure store

Australian independent vehicle distributor, the Ateco Group, has launched a new e-Commerce store for four-wheel drives, utes, and the booming US truck segment, called Upfitter.

Upfitter is an Australian-based online aggregator of vehicle accessories from respected manufacturers in Australia and overseas.

“I have been watching the e-Commerce model across a range of industries and categories over the years,” said Neville Crichton, CNZM, Executive Chairman of the Ateco Group. “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.”

Ateco says 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. From bullbars to recovery gear to roof racks, Upfitter has assembled the world’s best truck and full-size ute accessories in one easy-to-access – and transact – location.

Upfitter’s Research & Development team has spent considerable time in the US over the past two years to better understand the scale and capabilities of existing accessories prior to this local launch.

Utilising an easy-to-navigate website, Upfitter has over 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 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.

With access to more than 170 dealer and servicing points nationwide, thanks to the backing of the Ateco Group, installation and fitment of Upfitter products is easy.

“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,” said David Smitherman, Chief Operating Officer of Upfitter.

“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.”