Undisputed quality, brilliant designs, and proudly made in Australia: this is all central to the ethos of Superior Engineering, one of Australia’s best-known 4WD suspension and accessories manufacturers.
Based in Burpengary, Queensland, Superior Engineering has been manufacturing 4WD components and accessories for over 20 years. What started in 2002 as a back-shed operation by Managing Director Mick Hayes has grown to a passionate team of over 60 staff that supply its products all over Australia and overseas. The family-owned-and-operated business recently moved to a new facility in 2022, where Superior Engineering continues to proudly manufacture and distribute its premium 4x4 suspension and accessories.
Superior Engineering began with a single product designed and made by Mick Hayes – a shackle made from Australian steel that allowed additional flex for a 4WD vehicle. This single accessory became so popular that people asked for more products, leading to the expansion of the product line to 4WD suspension parts. Built entirely on returning customers, Superior Engineering continued to grow, focusing initially on ‘hardcore’ 4WD components that allowed people to use their vehicles off-road and in competitions. The unique range of suspension products included radius arms, hyperflex arms and super-flex arms – all of which could be used as replacement suspension components to replace those that would otherwise break.
Sales Manager Matthew Cook said, “Initially we looked at what existing 4WD components were lacking, what parts broke when people were using their vehicles and came up with product designs that we could manufacture here. Many existing components are made for a nice drive on the road, but for those who want to use and abuse their vehicles, Superior Engineering is here to provide well-made, Australian-made components that give you peace of mind. Although it can be challenging to manufacture locally in this industry, we were determined to keep our manufacturing on-shore.”
The high quality and longevity of Superior Engineering’s components and accessories are well-known throughout the industry, largely credited to the in-house manufacturing of the products in Queensland. Matthew said, “Superior Engineering stands out amongst competitors because our products are made from good-quality Australian steel and manufactured right here where we can oversee the entire process and guarantee quality control. So whilst competitors may try to copy our designs and make them cheaply overseas, they aren’t able to compete with our level of quality and expertise.”
Wherever possible, Superior Engineering uses locally-sourced materials to manufacture its products. “It’s a part of our ethos, part of who we are,” Matthew said. “We are passionate about supporting local industry and local jobs, so as an extension of that, we always aim to use Australian steel in our products. Building for the future, providing long-term employment – it’s all part of it.”
Since its inception, Superior Engineering has been closely in touch with the local community, from responding to product requests to employing local boilermakers, fitters, RND, factory and admin staff. Matthew said, “Our employees are all local families, which is very important to us. We choose to manufacture in Australia not because it’s cheaper but because it means we can provide for our employees and for our community. It’s like they say - if you want your children to have a job, you should buy Australian. It’s so important to support industry and families wherever you can.”
Superior Engineering proudly displays the Australian Made logo on its products and has seen a positive reception in both the domestic market and exporting to the Middle East, Europe and the Pacific Islands. Matthew said, “The Australian Made logo acts as a shorthand to communicate to people that our products are made here, which is something that many of our long-term customers previously weren’t aware of. We are so proud that we manufacture our products here, and we want to be recognised for it. The logo is a badge of honour and has that inferred trust and respect. We’ve seen a definite increase in sales after putting the logo on our products.”
“We’ve found that customers in Australia and even abroad really like to see the Australian Made logo etched into the steel of our components and accessories. Being a part of the Australian Made Campaign was a really good fit; it fits with who we are and our ethos. People have a real sense of pride and respect for Australian Made goods, and we’re so happy that we can supply our products to people that value Australian manufacturing.”
Find out more about Superior Engineering’s Australian Made products at their website: www.superiorengineering.com.au