AAAA has honoured Steve Broad for decades spent advancing Australian aftermarket innovation, exports, partnerships and international industry influence

The Australian Automotive Aftermarket Association (AAAA) has inducted Steve “Broady” Broad into its Hall of Fame, recognising more than 45 years of contribution to Australia’s automotive aftermarket industry.
Steve was honoured during the Australian Auto Aftermarket Excellence Awards Banquet, where industry leaders celebrated his long-standing impact on aftermarket innovation, export growth, strategic partnerships, and international business development.
Widely regarded as one of the industry’s best-known and most respected figures, Steve has played a major role in helping Australian aftermarket brands establish global reputations for quality, innovation and performance.
Steve’s career began with roles at Peak Performance, Stewarts Auto Gear and Hawker Pacific, where he worked with globally recognised brands including ArmorAll and WD-40.
His success in developing those brands within the Australian market quickly earned him a strong reputation for commercial leadership and strategic thinking.
Later, during his time with Kelray Australia, Steve relaunched PowerPlus, secured national manufacturing and distribution rights for Turtle Wax and oversaw a multi-brand portfolio supplying many of Australia’s largest automotive retailers and aftermarket businesses.
Steve also became a major force behind the global success of Nolathane and Whiteline while serving as a shareholder and director of Redranger.
Through partnerships forged across the United Kingdom, Europe and the United States, he helped position Australia as a world leader in performance suspension technology.
Under his leadership, the business secured multiple AAAA Marketing and Export Awards, Repco Supplier of the Year honours, and SEMA media awards recognising its international impact.
Since joining Pedders Suspension & Brakes in 2014 as Business Development Manager, OEM and Global, Steve has helped transform the company’s international footprint.
Among his achievements has been leading Pedders’ expansion into the United States, United Kingdom and European markets, securing OEM partnerships with brands including Isuzu, Subaru and MS-RT, and supporting the development of bespoke suspension solutions for overseas markets.
Steve also played a key role in Pedders becoming the first Australian company awarded Volkswagen Commercial Vehicles Global Premium Partner certification for suspension solutions and lift kits.
Another major milestone under his leadership was the attainment of Stellantis Level 3 Quality Certification, opening opportunities with brands including RAM, Citroën, Peugeot and Fiat.
Beyond commercial success, Steve has built a strong reputation as a mentor and advocate for industry development, helping guide numerous colleagues through successful aftermarket careers.
In recognising Steve’s Hall of Fame induction, the AAAA highlighted his honesty, integrity, passion and enduring commitment to advancing Australia’s automotive aftermarket industry both locally and internationally.

For more information, visit www.pedders.com.au