Ironman Business Profile

BUSINESS PROFILE

IRONMAN 4x4

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Who knew Ironman 4x4 gear was used by military forces around the world?

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e subject our 4WDs to some of the toughest conditions on earth, so any accessory needs to be able to cope with mud, water, ruts, rocks, sand and every other condition imaginable. Poorly made products just won’t last the distance, it’s as simple as that, so R&D testing is that important.

We’ll bet that not many people know Ironman 4x4 supplies the US Military’s Afghanistan fleet of Ford Ranger

utes with a range of its accessories. In fact, Ironman 4x4 truly is a global company, exporting to over 140 different countries.

Long before retailers around the world get their hands on the latest and greatest products, there’s an involved process in developing and testing it.

We spoke to Adam Craze, Director of 4WD Products, and Kristian Ristell, 4WD Suspension Product Manager at Ironman 4x4, to get a look behind the scenes and see how extensive and involved their R&D process is.

Rated to 100kg, the Ironman 4x4 Fridge Slide is tough enough to handle a 40 or 50L fridge fully loaded!

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Ironman 4x4’s HID range features an internal ballast to prevent water contamination

RESE ARCH AND DEVE LOPM ENT “As a company, we recognise the requirements of 4WDers around the world. We then get to work designing a product that will meet those identified requirements,” Adam says. 3D CAD drawings are done to visualise the end product and then tireless redesigns are done until the product has been completed. “We then make a few prototypes of the product and take on an extensive field-testing process to ensure the new product is up to the use and abuse that the mass 4WD market normally dishes out,” Adam says.

Real-life testing, as well as real-life simulation testing in a controlled and measurable environment, are vital processes that Ironman 4x4 utilises to ensure there are no flaws in a new product.

“We’re out there testing for everything from strength and endurance, to how well the product serves its intended purpose.”

Shipping over 100,000 suspension kits last year alone and working with some of the most significant military forces in the world has meant each product that Ironman 4x4 produces needs to leave the factory ready for extreme use.

“We offer specialist engineering services so that we’re able to facilitate new products from the ground up,” Adam says. “This has led us to contracts to produce suspension for six-tonne armoured vehicles as well as fleet vehicles in over 140 countries. Our prices are set so we are accessible to as wide a 4WDing demographic as possible,” Adam says. “We have been able to find an approach that results in high-quality products at affordable prices.”

Ironman 4x4 utilises a Roeh testing rig for all of their suspension components, as well as crash simulation tests for all its barwork and other gear. Once the team are happy with the products performance in-house, they bolt it to their fleet of over 30 test 4WDs for extensive testing in real-life off-road situations.

Different products require different testing environments to ensure they all come up trumps at the end. For example, barwork needs to be tested for strength and protection factors, while a dual-battery system needs to be tested for durability, power output and charging characteristics.

“No two products are the same,” Adam says. “We started by manufacturing suspension, and it’s still one of our main product groups today. However, the ways we test our suspension are vastly different in comparison to the ways we test our rooftop tents.”

It’s vital when shopping for your aftermarket gear to look for a manufacturer that understands this and develops gear accordingly.

“In other words,” Adam says. “If your supplier isn’t willing to spend the time testing and backing their product with a warranty, they probably aren’t worth your dollar.”

Although Ironman 4x4 is an Australian company, but its products have found their way right throughout the globe, with both private and public sales of its gear now occurring frequently worldwide.

Beginning with its specialist suspension kits, Ironman 4x4 now outfits government, military and mining fleets in a number of industries. Tactical, maintenance and troop carrier applications have become popular with the military, while the mining boom has facilitated significant business from mining companies around the globe. “We’re able to offer fit-outs for mining vehicles that meet BHP Mitsubishi alliance and Queensland Transport requirements,” Adam says.

One of Ironman’s biggest achievements to date has been a contract with the US government to supply equipment for their fleet of 30,000 Ford Rangers currently stationed in Afghanistan.

“We’ve also been working on a fleet of 1000 Ford Everests that will be stationed in Afghanistan, providing all the gear to get them in shape for the extremes of the arid conditions they’re going to face,” Kristian says.

Another indicator as to the quality of Ironman 4x4 gear is the work with armoured vehicles. “I’ve just finished developing a suspension solution for an armoured 200 Series LandCruiser that weighs in at around 6.5 tonnes,” Kristian explains. “Some issues were found with the cooling and performance of the vehicle once all the weight was added, so we developed modifications that fix these problems.”

Political consulates around the world have taken on Ironman 4x4 gear to keep their representatives safe in all conditions, which is a great gauge as to the toughness of the gear. When you realise the significance of an Australian company supplying the entire world with its 4WD parts, it’s clear to see Ironman 4x4 means business.

BUSINESS PROFILE

IRONMAN 4x4

APPLICATIONS ACROSS THE WORLD

Ironman 4x4’s in-cab monitor comes as part of the dual-battery kits is a slick bit of gear

Ironman 4x4 tests its suspension extensively through corrugation simulation exercises to ensure they are built to handle tough conditions

IRONMAN IN AUSTRALIA

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Costs on products such as these drawers are kept down via DIY assembly

There’s no doubt Australia offers some of the harshest 4WDing conditions on the planet, so you need to make sure you have gear strong enough to cope with some serious abuse.

“We have gear out on the toughest tracks on the planet,” Adam says. Most of the time when a new 4WD is released, Ironman buys one, and uses it to develop and test its products.

“Just about everyone that works at Ironman is a 4WD enthusiast, and is involved in extremely heavy and frequent field testing,” Kristian says.

Because Ironman 4x4 ensures it owns at least one of every popular 4WD on the market, having vehicles located in Australia, Thailand, France and USA, the company is able to actively develop products from the driver’s perspective.

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IRONMAN 4x4

BUSINESS PROFILE

Ironman 4x4 is able to customise your suspension to better suit the varying conditions of off-road touring

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year components warranty means A five-year compressor warranty and threein a hurry your Ironman 4x4 fridge isn’t going anywhere

SPOTLIGHT - IRONMAN 4x4 Ironman 4x4 is a global powerhouse in 4WD accessories. The business started out in 1958 as a suspension parts manufacturer and exporter located in Melbourne, and has since expanded to offer a full range of accessories.

As the 4WD and leisure industries exploded into the new millennium, so too did Ironman 4x4. Realising the need for quality 4WD accessories, it then began developing and offering a range of products that cater for most 4WDs. “Since our inception, we’ve been recognised by numerous corporations and government bodies around the world and awarded agreements to outfit their 4WDs with our gear,” Adam says. “Our continued commitment to quality, affordability and strength has seen the Ironman 4x4 brand flourish, resulting in even better products and prices for our customers.”

Although the company’s initial expertise was in suspension, Ironman 4x4 now offers a full range of gear to make your 4WD as tough as can be. “Our R&D processes are a key part of success, right across the board. Regardless of what product we’re developing, we ensure we have the product just right before offering it to our customers,” Adam says.

Ironman has premises in Queensland, New South Wales and headquarters in Victoria, as well as a presence in over 140 countries

CON TAC T IRONMAN 4x4 Ph: 1300 731 137 W: www.ironman4x4.com

Every Ironman 4x4 bullbar is modelled using 3D vehicle scanning to optimise cosmetic and protective design