# Rough Country

> Rough Country is a Dyersburg, Tennessee-based manufacturer, distributor and direct retailer of aftermarket parts for trucks, Jeeps, SUVs, UTVs and ATVs. Founded as a shock maker in 1975, the company has expanded into lift and leveling kits, shocks, wheels, lighting, bumpers, steps, winches, cargo systems and overlanding equipment. Its position is built on broad vehicle fitment, value pricing, online merchandising, dealer reach, installation support and product engineering, testing and assembly in the United States, with some globally sourced materials.

- **Founded:** 1975
- **Headquarters:** Dyersburg, United States
- **Team size:** More than 550 employees, according to Rough Country in August 2025
- **Products:** Suspension lift and leveling kits, Shocks, struts and steering components, Exterior and protection, Lighting and electrical, Wheels and tires
- **Notable:** Reached 50 years in business in 2025 after beginning as a shock manufacturer in 1975., Expanded from shocks and steering stabilizers into a bumper-to-bumper catalog spanning suspension, wheels, lighting, recovery, cargo and overlanding., Reported product coverage for about 90% of truck and Jeep models on the road in its 2021 acquisition announcement.

## Products & services

- **Suspension lift and leveling kits** — Vehicle-specific systems that increase ride height, tire clearance and off-road capability across many truck, Jeep and SUV platforms.
- **Shocks, struts and steering components** — Replacement and performance dampers, coilovers, stabilizers, control arms and related suspension hardware, including N3, M1 and Vertex ranges.
- **Exterior and protection** — Bumpers, steps, running boards, fender flares, grilles, bed covers and modular truck bed caps.
- **Lighting and electrical** — LED light bars, pods, mounting systems, switch panels and vehicle-specific lighting kits.
- **Wheels and tires** — Off-road wheel lines, tires and vehicle-specific wheel-and-tire packages.
- **Recovery and performance** — Winches, recovery equipment, intake and exhaust products, calibrators and other performance accessories.
- **UTV and ATV accessories** — Suspension, axles, windshields, storage, winches, lighting and cabin accessories for powersports vehicles.
- **Overlanding and camping gear** — Rooftop tents, awnings, racks, storage, coolers, portable power, fire pits and campsite equipment.
- **Customer and installation support** — Build experts, instructions, technical content, warranties, order support and a network-facing installer finder and dealer program.

## Achievements

- Reached 50 years in business in 2025 after beginning as a shock manufacturer in 1975.
- Expanded from shocks and steering stabilizers into a bumper-to-bumper catalog spanning suspension, wheels, lighting, recovery, cargo and overlanding.
- Reported product coverage for about 90% of truck and Jeep models on the road in its 2021 acquisition announcement.
- Grew its Dyersburg-area workforce from about 50 to more than 550 employees over roughly two decades, according to a 2025 company post.
- Built a substantial direct-to-consumer platform while maintaining dealer and installer channels.
- Attracted majority investments from Gridiron Capital in 2017 and TSG Consumer Partners in 2021.

## Latest updates

- **2025-08** — Hosted U.S. Senator Bill Hagerty at the Dyersburg headquarters and said its workforce had grown to more than 550.
- **2025-09** — Showed bed caps, bumpers, power running boards and suspension products at Jeep Invasion 2025, where dealer and partner builds expanded its presence.
- **2025-11** — Used SEMA 2025 to demonstrate lift setups, wheels, storage and a modular Tacoma bed-cap build.
- **2026-05** — Published a working-truck build for musician Will Moseley featuring M1 suspension, running boards, wheels and bed protection.

## Links

- Website: https://www.roughcountry.com/
- LinkedIn: https://www.linkedin.com/company/roughcountry
- Twitter/X: https://twitter.com/roughcountry
- YouTube: https://www.youtube.com/@RoughCountry
- Instagram: https://www.instagram.com/roughcountry/
- Facebook: https://www.facebook.com/roughcountry/
- TikTok: https://www.tiktok.com/@roughcountry

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Profile page: https://yespress.io/rough-country
Published by YesPress — https://yespress.io
Last updated: 2026-08-13