ReadyLIFT® Suspension Inc. was founded on the principals of developing a line of economical suspension leveling products that would allow Truck and SUV owners to be able to “level” their vehicle in order to install Plus-size wheels and tires. Until several years ago, truck and SUV owners had limited options available to them if they wanted to purchase larger aftermarket wheels and tires. Basically a person would have to purchase an expensive 4+ inch lift kit. Not only would some of these aftermarket lift kits cost well beyond $1,000, but would also change the factory ride, usually to something much more harsh. There were virtually no companies developing quality front suspension leveling products that would simply “level” out a truck or SUV.
ReadyLIFT® Founder and CEO Scott Poncher has spent nearly his entire life directly involved in the automotive aftermarket. He realized that there was a huge consumer market that didn’t want a tall lift kit that would compromise gas mileage and that important nice factory ride. The ReadyLift® line of suspension products was developed to provide consumers with a cost-effective alternative for their needs, essentially designing the exact product they were looking for. That product is one that would take the “rake” out of the vehicle by raising the front end up enough to make the vehicle sit level from front to rear while affording the consumer to be able to purchase the wheels and tires they wanted. And most importantly, to do so without compromising the quality of the factory ride and handling.
The core concept was pure and focused. Develop a line of suspension leveling products that would level a vehicle correctly, safely and without having to modify any of the factory components. The challenges to this philosophy were many. Not from the numerous major “tall” suspension manufacturers. But rather from cultivators of cheap alternatives. Alternatives made from cheap materials and lacking the development work necessary to insure quality installation, fit and ride quality.
Besides having to face the obstacle of cheap, inferior “home made” products, ReadyLift® was also faced with the task of changing market and product perception. One of the most common mis-information that circulated through the consumer and even some dealer networks was the idea that on torsion bar-equipped vehicles, all a person had to do was use and impact wrench and overload the factory torsion bar keys to lift their vehicle. The result was a very harsh ride and usually destroyed shocks too. ReadyLift® designed their leveling keys specifically for each vehicle, providing a specialized leveling key featuring the correct amount of “lift” without having to over-rotate the torsion bars. And ReadyLift® was the only company to include shock extension brackets which easily installed to allow the shocks to operate properly and not be damaged by over-extension.
The main marketing challenge ReadyLift® faced was figuring out how to effectively get the message out to not only distributors and dealers, but directly to the customer. That message is that the ideal product for their needs existed, created by a company focused on developing the ideal leveling product, and to debunk the backyard myths associated with trying to do-it-yourself.