Chasing Excellence: A Renewed Focus on Quality

Dear Dealers,

Superior has always been passionate about building innovative, reliable equipment. But I’ll be the first to admit that quality hasn’t always received the consistent, focused attention it needs from EVERYONE.

That’s changing...because it must!

For too long, our approach to quality has been too reactive. We’re good at putting out fires, but that’s not good enough. Our goal now is to prevent the fire in the first place.

That means building quality into every process, every product, and every decision—making it part of our daily, non-negotiable discipline.

Legendary football coach Vince Lombardi once said: “Perfection isn't attainable, but if we chase it, we can catch excellence.”

I won’t sugarcoat the journey. We haven’t consistently met the mark in the field, and we know that. We hear the feedback from you, and we’re not defensive about it. Instead, we see it as a gift and an opportunity to chase excellence.

Investing in People & Process

At the center of our commitment to quality are our employees. Our quality team now includes more than a dozen members, with new specialists embedded throughout our facilities. Their mission is to strengthen process control, resolve root causes, and ensure inspections are consistent and reliable.

We’re aiming for zero defects.

While that may sound aspirational, it’s the mindset that drives improvement and ensures fewer issues ever reach you or your customers.

We’re also investing in advanced tools and technology to spot and solve problems earlier.

Every morning, I receive a report showing which customers are down. That visibility is powerful! It helps us act fast, contain issues, and get plants back up and running as quickly as possible.

Additionally, weekly reports now highlight top issues by product and site, and weekly case reviews ensure faster containment and permanent corrective actions.

We’re making major investments in our facilities as well. From redefining how we test to adding new training tools for consistency, we’re improving precision and reducing error. Today, our components facilities alone have more than 20 robots. That’s not just automation for efficiency; it’s about increasing repeatability in production.

Committed & Accountable

We recognize there’s a lot of work to be done, and I want you to know we’re taking ownership of that fact. We’re not approaching the challenge with excuses, but with decisive action.

This effort is ongoing, but I’m confident the steps we’re implementing now will result in long-term, measurable gains. That means better products, better performance, and better support.

You deserve nothing less!

Sincerely,

President
Superior Industries