RealTruck Inc. in Ann Arbor, a global manufacturer and marketer of aftermarket accessories and a leading online destination for truck, Jeep, Bronco, and off-road enthusiasts, has acquired Protex, a web-based 3-D product configuration and augmented reality (AR) platform for the automotive aftermarket industry.
By combining the Protex platform with RealTruck’s full catalog of products, consumers will be able to see their fully outfitted vehicle in both 3-D and AR on RealTruck’s website or across its dealer network. Terms of the deal were not disclosed.
RealTruck states the acquisition reinforces its ongoing commitment to build and foster a growing community of truck owners and enthusiasts by making it easier to understand all the ways they can customize their truck to match their lifestyle.
“RealTruck is leading the way by revolutionizing how people shop for aftermarket automotive products,” says Greg Nelson, president of eCommerce at RealTruck. “Protex is the premier technology and superior visualization platform truck owners seek for a world-class shopping experience. Acquiring and expanding this capability will showcase all the ways our RealTruck products bring people’s exact truck to life.”
While the Protex technology has already been operating across multiple websites since 2023, RealTruck will devote the next 18 months to significantly increase the scope and scale of the Protex platform by expanding the vehicles and product range consumers can visualize.
Protex was founded by Josh Eppinette and Noah Osborne, who will join the RealTruck team full-time and immediately begin scaling the technology for future growth.
“RealTruck is providing an incredible opportunity for us to further enhance and expand our platform and accelerate our product development roadmap,” says Eppinette and Osborne. “We never imagined that what started as a personal desire to visualize how we could bring our Toyota trucks to life would lead to providing that same opportunity for an entire community of millions of truck owners.”
Beyond revolutionizing the online shopping experience, the Protex product configuration and AR platform will be a new solution RealTruck’s expansive network of dealers can utilize to help customers see how their newly accessorized vehicle will look while shopping in-store.
“We are constantly seeking new ways to equip and support our RealTruck dealers with resources to help them better serve their customers and deliver an exceptional in-store experience,” says Ryan Herman, executive vice president of sales at RealTruck.
“This 3-D and AR tool will now afford our dealers the opportunity to quickly build out a complete package of RealTruck products and show the customer how it brings their truck to life.”
RealTruck will feature the technology at the SEMA Show in Las Vegas from Nov. 5-8. Attendees can explore the platform’s capabilities and how it will enhance the customer shopping experience both online and in-store.
RealTruck has more than 5,000 associates operating from 72 facilities across four continents.
The company’s product portfolio includes the Husky Liners total vehicle protection brand, which has nearly 900 patents and pending applications. The company’s omni-channel retail approach delivers a seamless consumer experience online at RealTruck.com and through its 12,000-plus dealer network and automotive (OEM) partnerships.
For more information, visit realtruck.com.
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