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Chatsworth, CA Suspension Brand Unveils Flagship Coilover System at Industry's Premier Trade Show
Rize Industries made its most significant product announcement in company history at the 2023 SEMA Show in Las Vegas, unveiling the ProLift Coilover System — a complete front and rear coilover platform engineered for America's best-selling truck platforms.
The ProLift Series debuted to a standing-room crowd at Rize's 800-square-foot booth in the Exterior Accessories section of the Las Vegas Convention Center. Attendees from across the suspension aftermarket got their first hands-on look at the hardware over four days, with SEMA buyers and industry press stopping throughout.
"We spent two years in development on the ProLift platform," said David Reiss, Rize Industries founder and lead engineer. "Every dimension, every valving curve, every mount geometry was built around real-world data from our testing fleet. This isn't a rebranded off-the-shelf unit — it's a clean-sheet design."
Two Decades of Engineering Behind a Single Product Launch
The ProLift Coilover System provides 3 to 5 inches of adjustable lift for Ford F-150, Chevy Silverado, Ram 1500, and Toyota Tacoma platforms. Unlike budget coilover kits that use a single fixed spring rate across all platforms, Rize engineered platform-specific spring rates for each truck, accounting for differences in front-axle weight, wheel travel, and factory geometry. The result is a kit that feels engineered for your specific truck — because it was.
What Sets ProLift Apart from the Competition
- Platform-specific spring rate tuning for F-150, Silverado, Ram, and Tacoma — not the one-rate-fits-all approach used by budget competitors. Geometry-correcting upper mounts maintain proper CV axle angle under full lift, and the height-adjustable lower perch allows fine-tuning within the rated lift range without strut removal.
- Monotube shock body with external reservoir option on the ProLift R-Series variant. Powder-coat finish with sealed upper bearing for long-term corrosion resistance. The R-Series adds extended compression valving for trail use and towing applications where repeated compression cycles demand better heat management.
SEMA Reception and What Comes Next
The ProLift Series received strong interest from buyers across the independent retail channel, with several major wholesale partners placing initial stocking orders during the show. Rize will begin shipping the ProLift Standard to dealers and direct customers in Q1 2024, with the R-Series external reservoir variant following in Q2. For truck owners ready to upgrade, the full lineup is available at rizeind.com. Fitment specialists are available at (833) 628-3265 to confirm compatibility and walk through the right configuration for your build.