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Company News

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

21  October

Today the Queensland Government closed an investment in Chief Products through the Business Development Fund. The Fund, a key plank of the Advance Queensland strategy, co-invests up to $2.5 million, alongside private sector co-investors, to help businesses transform their ideas and innovations into a commercial reality. BDF investment decisions are made by an independent panel of venture capital experts that assess each company on their merits. Queensland's Deputy Premier and Treasurer, Ms Jackie Trad, said Chief Products joins more than 40 other innovative Queensland businesses which have received collective investment of over $60 million from the Fund to date. We’re honoured to be considered one of Queensland’s most innovative companies, and welcome the Queensland Government as a minority shareholder in Chief Products.

20  September

Chief Products has been working behind the scenes to expand and diversify our global network of manufacturing suppliers. Over the last 18 months, we’ve been searching for suppliers with the latest manufacturing techniques, excellent communication and the very best QC procedures in the industry. We wanted to ensure we were working with the very best (and most reliable) suppliers available anywhere in the world.

Bringing new suppliers on-board is never easy, but after many months, we’re happy to announce those efforts are producing some long sought results. We now have greater capacities, lowered costs, access to new advanced manufacturing techniques and we are no longer 100% reliant on any one supplier.

17  August

Today the Gold Coast Bulletin published a feature article in the Saturday Business Section about the top 8 Gold Coast businesses selling their products globally.

"Gold Coast businesses are kicking serious goals around the world. We review eight of the very best out there."

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


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.

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