Feature > Manufacturer Profiles
Smittybilt
Building Heavy-Duty Parts for Hard-core Off-Roading
by Steve Temple
That old, ad-man’s catch phrase, “Sell the sizzle, not the steak,” conjures up visions of well-oiled three-piece suits gathered around the equivalent of a Madison Avenue mosh pit, tossing out ideas like warmed-over burgers. Or something like that.
The world of off-roaders exists somewhere in another, far more wholesome universe, but the concept still translates: “Sizzle” is the stylish light-truck accessory that scatters itself in chrome-coated plastic pieces along the vehicle’s first 4x4 trail, their only function is to help the driver find his way back, the modern version of Hansel-and-Gretel breadcrumbs.
“Steak,” on the other hand, would be heavy-duty, tough-as-nails accessories that actually protect the vehicle from brush and rocks; the kinds of accessories designed by off-roaders rather than three-piece suits.
But, aha! You can have both — the ideal Madison Avenue and off-road situation. In fact, the steps, grille guards, and Jeep products manufactured by SmittyBilt go way past your average, grade-B burger — they’re USDA Prime red meat, manufactured from high-grade steel and designed by an engineering tradition that goes back 48 years.
The Smitty of SmittyBilt was Basil Smith, one of the early 4x4 enthusiasts. In 1956, he began manufacturing specialized equipment in his garage machine-shop. Back then, the focus was on automatic locking hubs for Jeeps, full floating axle conversions, oversized brakes, soft-tops, and other accessories.
Six years later, Smitty’s business, then called Rock-ett Products, moved into a larger facility constructed on a large lot shared with Smitty’s house in South El Monte, California. Eventually the house fell victim to business expansion and by 1973 Rock-ett became SmittyBilt. Basil’s son, Tom, a second-generation off-roader, took over the management of the business, introducing new products for light trucks.
According to Sean Angues, vice president of sales, the company was at the top of its game about 30 years ago, but then began to stray from its original premise of high-quality, tough off-road accessories. In 2002, following a few years of corporate shuffling, Dean Lueck, the company’s president, began the process of rebuilding SmittyBilt Automotive Group to its original glory days with a concentration on grille guards and steps and the introduction of the Outland by SmittyBilt line. According to Angues, SmittyBilt was rebuilt and every product was reengineered to “put the original quality back in.”
Lueck’s background is pure truck, starting at BestTop out of college and moving on to Steel Horse and eventually SmittyBilt. “We’re all enthusiasts,” says Angues, “from the top down.”
Two of the keys to this quality Lueck and his new team welded back into the product line are the use of 304L grade stainless on the heavier-duty steps and an E-coating pre-treatment on powder-coated products.
“The conventional standard for stainless is 430,” explains Carols Gutierrez, western regional sales manager for SmittyBilt. “The 430 grade is not entirely stainless and has contaminants like nickel that make the finished product more susceptible to rusting.” The 304 rating is a purer, higher-grade stainless that won’t rust and polishes out to a higher brilliance. The “L” is an indication of less nickel in the steel.
As for the E-coating, which stands for electrostatic plating, similar to a primer on raw metal, that’s electrically applied. The coating bonds to and protects the metal against scrapes and rust, especially in areas where salt and other corrosives are used to de-ice roads. Even if you don’t do winter, no step is immune from a healthy gouge delivered by a can-opener rock or desert brush. If that happens, the integrity of the E-coated metal isn’t compromised.
A prime example of SmittyBilt’s return to its roots is the SRC (SmittyBilt Rock Crawler) Series of Jeep add-ons. The Series is available in the traditional black-powder E-coated finish or the high-tech titanium powder coat. The system literally swathes the Jeep in protective steel, starting with the SRC front bumper system. The rugged, powder-coated bumper is constructed of two-inch steel tubing or quarter-inch steel plate and includes an opening large enough to mount a winch system as well as four light tabs for auxiliary lights. The Jeep’s grille and front end are fully protected from rock encounters.
Side protection comes in the form of SCR side armor with a dual girder system for under-side protection and rock guards, available separately or as an integrated twosome. The stout construction consists of two-inch x .120-wall steel tubing.
For the articulation required by rock crawlers, the SRC replacement fenders are complete bolt-ons. The fender’s welded tubular frame is clad in one-eighth-inch steel plate. The fenders come primed and ready for a paint-match to the Jeep.
“The fenders are perfect for the average guy,” says Angues. “The guy who wants that extra articulation without a lot of major complications with the installation.”
The SRC rear bumper replacement provides an optional spare-tire carrier, important for over-sized rock-crawling tires that may not fit the stock mount or put too much stress on the Jeep’s tailgate, especially on rugged off-road trails. The spare tire rests on the tubular frame-mounted bumper. A special grease fitting keeps the spare-tire carrier swinging in or out for low-effort access to the back compartment.
Topping off the SRC Series is the Jeep roof rack with a four-point mounting that attaches to the front door mounts and the rear frame for super durability, along with a 300-pound-load capacity. The rack crossbars are compatible with most popular aftermarket accessories such as Thule or Yakama and can be easily removed to pop on the Jeep’s hard- or soft-top. For a complete cargo system, SmittyBilt’s Outland line includes a rack/basket combination add-on.
While SmittyBilt concentrates on sturdy, off-road-inspired hardware, Outland’s arena includes the finer things in life: billet grilles, seats, cargo-management conveniences, etc. for light trucks and an arsenal of replacement components for Jeeps.
“The Jeep is a different animal,” Angues points out. “It’s a long-lived vehicle so the need for replacement tops and other soft goods is huge.” The fact that the company’s origins and current staffing are deeply rooted in off-roading is readily apparent from the detailing on the Jeep Outland line. Every top includes zippered storage pockets at the front, an off-road organizer perfect for maps that normally shred themselves in the glove box, and a window storage bag. It’s obvious these guys have spent time on the trail where a stretch of rough going or steep steps can send unsecured trail-mix bags or handheld GPS units flying.
SmittyBilt gives equal attention to light trucks with its Predator line and other off-road accessories. “The new Predator double-tube step is designed for lighted, extended-cab trucks,” notes Gutierrez. “And it’s sleek enough that it adds a lot of style to any pickup.”
The heavy-duty extended back bar features a custom, no-drill installation. Also, the center crossbar between step extensions reinforces the rigidity of the step. The Predator double step is E-coated and finished with powder coating. The Predator line includes front and rear bumper guards as well, available in black powder-coating or polished stainless finish.
Commenting on the increasing appeal of sidesteps, Angues points out that, “Five years ago most lifts were in the three- to five-inch range. Today, they’re more like six- to eight-inches, so the steps have to serve double duty, both as protection for the side of the vehicle and as real, functional steps.”
The Surestep tube step, says Angues, has the widest application range in the industry and comes in six different finishes (triple-plated black-chromed stainless, polished stainless, chrome, and black or titanium powder-coating). A new single-bolt mounting system prevents step “bounce” for added safety.
Every serious off-roader has held his breath climbing up rock steps or challenging an especially steep approach, waiting to hear the sound of rock meeting metal. With SmittyBilt’s Grille Saver front-bumper guard and the optional skidplate, at least the sound doesn’t herald vehicle damage. This overbuilt, three-inch tubular front guard has an all-welded one-piece construction with pre-drilled auxiliary-light mounts in polished stainless. The skidplate attaches easily and even if your vehicle never sees rocky trails, the simple, rugged styling adds a lot of “ooh” value.
For an authentic Dakar-look, the newly introduced Ultrabar Sport is a three-inch tubular masterpiece. With auxiliary light tabs and a high-polished stainless finish, the Ultrabar is a modular design that’s easy to assemble and install, with just a bit of drilling required.
So if you’re one of those enthusiasts who think you have to make a choice between steak and sizzle, check out SmittyBilt. With a renewed dedication to its hard-core off-road tradition, you surely won’t go hungry.
