Explore with Confidence

ASFIR 4x4 was born in the rugged terrain of the Middle East and built by people who live for the thrill of the trail. Founded in 1986 as a family-owned and operated business, ASFIR has grown into a global brand, trusted by off-roaders who demand gear that performs in the real world. Led by veterans of the Israel Defense Forces (IDF), our team brings a unique combination of field experience, technical expertise, and a deep respect for reliability to empower adventurers to explore further, overcome any terrain, and trust their vehicle every step of the way.

Engineered for Extremes. Designed for Life.

ASFIR products are field-proven and crafted to meet military-grade performance standards. Our “less is more” design philosophy ensures every part integrates seamlessly with your vehicle, enhancing its capabilities without disrupting its natural dynamics. With obsessive attention to detail, our gear is built to protect your ride and keep you moving forward, no matter where the trail leads.

World-Class Manufacturing, Made in Israel

All ASFIR products are proudly manufactured in our state-of-the-art facilities in Israel, where advanced automation, precision engineering, and cutting-edge fabrication technology ensure the highest standards of quality, durability, and consistency. From prototype to mass production, our in-house capabilities guarantee that every product upholds the craftsmanship and rugged reliability that ASFIR is known for.

Our Values:

• Less is More: Purposeful design, maximum utility.
• Master of Perfection: Precision engineering, down to the last bolt.
• Field-Proven Gear: Built to perform where it matters most.
• Family-Owned & Operated: Grounded in trust and craftsmanship.
• Built by Adventurers, for Adventurers: Driven by community, fueled by passion.

ASFIR USA: Israel – America – World

ASFIR USA, headquartered in Phoenix, Arizona, serves as the North American arm of ASFIR 4x4—bringing our trusted off-road protection products to enthusiasts across the U.S. and Canada. We offer localized support, fast shipping, and product lines tailored to North American vehicles and terrain.

In addition to aftermarket distribution, ASFIR USA also manages complex vehicle outfitting projects for the security sector. Working with trusted U.S. manufacturing partners, we deliver high-quality, American-made automotive solutions to organizations and agencies around the world.