Carbon Offroad | The Dirt Debrief - From Humble Beginnings to a Decade of Global Drive (2016-2025)
As I unwind after work in mid-2025, my thoughts often rewind to 2016. Carbon Offroad began with just myself and Rob, building a dream out of a simple beach shack in Victoria. Those early days were low-stress, filled with the singular focus on quality that would define us.
I'll never forget the meticulous QC: for the first four or five shipments, Rob and I personally opened and tested every single winch before it left our hands. It was a commitment to our customers, ensuring a perfect experience and holding our manufacturers to the highest standard. That dedication laid the groundwork for an unexpected, exhilarating growth journey. Life has a way of surprising you, doesn't it?
Within a year, it was clear our vision for a superior winch resonated. The market responded, confirming there was far more opportunity than we'd ever imagined. Now, almost a decade into the Carbon Offroad story, the last 12 months have been nothing short of a rollercoaster.
Our debut at SEMA 2024 was huge. We built fantastic connections and successfully launched into the US market. Yes, the recent tariff changes under the Trump administration have caused a temporary slowdown – a bit of a dampener. But every challenge presents an opportunity. This slowdown has given us invaluable time to reflect, to fortify our business, refine our brand, and execute the essential backend work that truly elevates a company.
It's brought our focus sharper than ever. We've got solid plans, significant tech upgrades, and a clear, exciting vision for the future. I'm genuinely thrilled about where Carbon Offroad is headed. The opportunities for global expansion are multiplying, and honestly, the workload is piling up – it’s a good kind of overwhelming, brimming with potential. Even with the political headwinds, our resolve is stronger than ever.
We're doubling down on our commitment to the USA. We're a resilient brand, and we’re determined to provide the US market with a seriously solid winch and recovery option – delivered with an unprecedented level of commitment from a small, enthusiast-driven group willing to put our future on the line.
The proof is in the passion. I'm looking at our Ultra4 buggy right now – we're the new naming rights sponsor for Ultra4 Australia! And our partnership with the Bailey Cole Racing team in the USA? Absolutely legendary. Bailey’s passion for off-road racing is incredible, and it’s fantastic to see our winches performing brilliantly across multiple classes, from ATVs to stock vehicles, alongside other top-tier products.
With new technology launching in 2025 and an exciting new stand at events, we're ready for the next chapter. The journey continues, and we're just getting started.