Company News

Scroll back through time to read about Chief Products major company milestones, from inception to today.

15  July

Today Chief Products is proud to announce the addition of Daniel Gaudens to our engineering team. His extensive experience in the off-road accessories industry as a Senior Product Development Engineer is a tremendous addition that will enable us to continue our passionate approach to product development. We especially like Daniel's lifelong passion for outdoor adventures and off-roading.


27  May

Armed with increased working capital from a successful round of investment, Chief Products has increased manufacturing to better meet the fast-growing customer demand for our products. In a complimentary move, we've also increased our warehousing, logistics and distribution operations to ensure we can manage the increased product flow to market.

30  March

Today the Gold Coast Bulletin published a 2 page feature article in the Saturday Business Section about Chief Products.

"Mudgeeraba-based 4WD accessories firm Chief Products blazes path to US market from its Gold Coast base"

We're honoured to be featured in the Gold Coast's leading Newspaper.

22  March

In just under 2 short weeks, Chief Products crowdfunding campaign raised $250K from 121 investors. According to Birchal, (the leading equity crowdfunding platform in Australia) Chief Products is only the second company to reach their maximum target. We’re humbled by the overwhelmingly positive response and we’re excited to expand our tribe to include those who share our fire.

20  March

Today Andrew Buckley joined our Advisory Board and became one of our largest investors. If you’re not familiar with Andrew, he was CEO of Cardno for 17 years (a publicly listed company with market capitalisation over $1b in 2014) and was also Executive Chairman of CMI Ltd (which owned TJM 4-Wheel Drive Products). We’re excited to have him on-board and we believe his expertise and commitment are a tremendous addition to our future success.

01  March

Today Jeep Action Magazine published a 4 page feature article about Chief Products, in their most recent March/April edition.

"Bill Mackin and his small but dedicated team have grown Chief Products from their garage into a global leader in aftermarket accessories for the modern Jeep Grand Cherokee. I'm excited to see what comes next."

We're honoured to be high-lighted in Australia's leading Jeep focused publication.

12  February

Our aim with the WK2 Off-Road Front Bumper was to create something fresh, new and innovative. We started with a thorough review of all the traditional Bull Bars and front-end protection products available in the marketplace. Our plan was to keep the ideas that worked, and look for places where we could make improvements. Could we make it lighter? Could we make it look better? Could we improve cooling performance? Could we improve the approach angle? Could we make it easier to install? Could we still deliver protection from animal strikes, while also providing a place to mount your winch and accessories? Finally, (and maybe most importantly) could we deliver all of those improvements at a price similar to a Bull Bar? After more than 18 months of design, development and engineering we believe we’ve created something that finally delivers on our original goal.

28  September

Chief Products announced a major new product today, the WK2 Roof Rack. It delivers a long list of industry leading features, along with our well-known dedication to great styling. On the day of the announcement traffic to our website increased by more than 400%, and in just 3 days the waiting list grew to over 100 customers.

01  August

In a major step, Chief Products has shifted to full-time manufacturing. This change to our manufacturing schedule, better positions Chief Products to meet our forecasted growth and avoid costly out-of-stock periods that have previously hampered our revenue. It also reduces our manufacturing costs, increases profit margins and reduces our re-stock times from 90 days to 25 days.

11  July

Chief Products announced a major new product today, our WK2 Rock Rails. They deliver a long list of industry leading features, along with our well-known dedication to great styling. This product sold out in 2 weeks in the USA, despite only being pre-order and not being scheduled to ship for 30 days.

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