Sadly this is not the first time I’ve spoken about 4WD Supa Centre. I feel I’ve tried to keep an open mind about them – I remind everyone I am very happy with a couple of purchases.

But today, I want to show you exactly one of the tricks they use to overinflate the value of their products. They’ve been doing it for a long time; it’s misleading you all and someone needs to stop them.

Yesterday I got an email from them with another sale with some ‘new’ products. Interested in what they have to offer I checked it out. I noticed a 24 LED torch at 78% off.


I thought hmm… I’ve seen those torches before. They are not worth $69. In fact, I can buy them shipped to my doorstep for about $5 on Ali Express.


or for $8 on eBay


You are being misled.

How can they say it’s worth $69?

4WD Supa Centre recently changed their comparative pricing in their emails to say ‘worth*.’

Mentioning later worth = means the approximate value of comparable products from the larger brands in the Australian market to our products.

Sorry guys worth means

“the level at which someone or something deserves to be valued or rated.”

In the case of your torch, it’s three times less than the price you are charging.

Stop it. Just stop it.

Stop misleading the 4X4 community with cheap marketing tactics. Your stuff is cheap import gear; we know that, and we should understand the risks we take when we buy from you.

Stop trying to compare your stuff to imaginary or prices or completely different things.

It’s a lie, it’s wrong, its illegal and tells us all what sort of company we’re dealing with.