Rough Country
ActiveOverview
Rough Country manufactures aftermarket suspension systems and accessories for trucks, Jeeps, SUVs, UTVs, and ATVs. It targets off-road and automotive enthusiasts through direct-to-consumer and direct-to-installer e-commerce. The company focuses on lift kits, leveling kits, shocks, and related performance products.
History
Rough Country was founded in 1975 as a shock manufacturer in Dyersburg, Tennessee. It expanded into a broader range of off-road suspension and accessories over the decades. The company received investments from private equity firms including Gridiron Capital in 2017 and later TSG Consumer Partners.
Product Lines
| Product Line | Positioning | Price Range |
|---|---|---|
| Suspension Lift Kits | Off-road vehicle elevation systems | $200 - $1,500 |
| Leveling Kits | Front-end alignment upgrades | $150 - $400 |
| Performance Shocks | Enhanced damping for rough terrain | $100 - $500 |
| Nitrogen Shocks | High-pressure shock absorbers | $80 - $300 |
| Bumpers and Armor | Protective off-road components | $400 - $1,200 |
| LED Lights | Off-road illumination accessories | $50 - $800 |
Manufacturing
Products are manufactured and distributed from its headquarters in Dyersburg, Tennessee. The company emphasizes American production. Specific details on in-house versus outsourced components are not publicly specified.
Notable Products
- Suspension Lift Kits - Complete kits to raise vehicle height for larger tires and off-road clearance.
- Nitrogen Shocks - Charged shocks designed for improved performance on and off-road.
- Leveling Kits - Kits to level front suspension for aesthetic and functional improvements.
- Front Bumpers - Heavy-duty bumpers for protection during off-road use.
- Winches - Recovery winches for vehicle extraction in trails.
Reputation
Rough Country is recognized among enthusiasts for affordable aftermarket parts and wide vehicle compatibility. Professionals note its value pricing but some criticize durability compared to premium brands. It maintains a solid presence in the off-road community through extensive product availability.