FREE SHIPPING ON ORDERS OVER $1,000!
On The Rox Fabrication has been part of the Mahindra Roxor story since day one. When Roxor owners first looked for upgrades and accessories, On The Rox was already there, building parts and earning trust. This small company from rural Montana became one of the very first and most trusted names in Roxor aftermarket parts. Their journey from a local fab shop to Roxor pioneers is a story every off-road enthusiast can appreciate.
On The Rox Fabrication is based in Worden, Montana – a tiny town about 20 miles outside Billings. The company grew out of Westfab Custom Fabrication, an off-road and custom vehicle shop run by Dana Westburg. For over a decade, Dana built everything from hot rods to rock crawlers at Westfab with top-notch craftsmanship. So when the Mahindra Roxor hit the U.S. market around 2018, Dana immediately recognized its potential. With his experience building tough off-road rigs, he saw that Roxor owners would need quality accessories and upgrades for these new machines.
Dana and his team started On The Rox Fabrication as a dedicated line of Roxor parts right when the Roxor arrived. Being located in Montana wasn’t a drawback – it was an advantage. They set up their manufacturing in-house in Worden, meaning they design and fabricate parts right at their own shop. All of their products are proudly made in the USA, with fabrication and assembly happening “right here in Montana”. This hands-on, local manufacturing keeps quality high and lets them try out new ideas quickly. It also gives Roxor owners confidence that an On The Rox bumper or skid plate is built in America with careful workmanship.
On The Rox doesn’t just build Roxor parts at the shop – they take them straight into the wild to test. Montana’s backcountry is their proving ground. Deep snow drifts, muddy ranch trails, and rugged rocky hills all serve as the company’s testing lab. The team loves snowwheeling in the Montana winters and rock crawling in places like Moab. They have put their own Roxor through Easter Jeep Safari in Moab and hosted local “snow run” trail rides in the mountains. By punishing their parts in real off-road conditions, they make sure everything they sell can hold up to the same challenges their customers will face.
Testing in real snow and rocky trails ensures every part can handle extreme off-road conditions.
This real-world testing is more than just fun – it’s how On The Rox innovates. If something on the Roxor proves to be a weak link on the trail, Dana’s team is quick to craft a solution. For example, Roxor owners found the factory steering box mounting could fail under hard use. On The Rox responded by developing a steering box mount reinforcement kit to strengthen that area. Experienced Roxor drivers in the community have noted that if they’d had On The Rox’s steering reinforcement, they might have avoided trail damage. Stories like that spread quickly among Roxor enthusiasts, further cementing On The Rox’s reputation for rugged, trail-proven upgrades.
Because they jumped into the Roxor scene so early, On The Rox Fabrication is often referred to as “the original” Roxor aftermarket pioneer. They were one of the first companies building parts specifically for the Mahindra Roxor and captured a large share of the young Roxor market. Back in those early days, Roxor owners were eager to personalize and improve their vehicles, but options were limited. On The Rox filled that gap. They introduced many of the first-ever Roxor accessories – from bumpers and rock sliders to simple add-ons that made the Roxor more practical.
One big focus was making the Roxor more usable on roads. From the factory, early Roxors didn’t have everything needed for street use. On The Rox stepped up with kits to help make Roxors “street legal.” They designed things like turn signal harnesses, glass windshield frames with wipers, and side-view mirrors, so that Roxor owners could register their vehicles for the street where state laws allowed. Those products quickly became some of their best sellers because they solved real problems for customers. Roxor owners loved that they could get a sturdy Montana-built windshield or a plug-and-play blinker kit from folks who thoroughly understood the vehicle.
On The Rox also beefed up the Roxor for off-road reliability. They applied lessons from their rock crawler builds to create skid plates, heavy-duty axle and gear upgrades, suspension enhancements, and even full roll cages. Each new part they engineered was aimed at letting the Roxor tackle tougher terrain and work harder, without breaking. Because the team had so much prior 4×4 fabrication experience, they knew how to make parts that truly improved durability. It wasn’t long before serious off-road Roxor owners were outfitting their machines with On The Rox axle shafts, differential gears, and long-travel shocks, trusting that these components would survive harsh abuse.
Part of what makes On The Rox so respected is the people behind it. Dana Westburg, the founder, isn’t just a business owner – he’s an off-road enthusiast and skilled fabricator with years of hands-on experience. Dana’s passion for building tough vehicles set the tone for the whole company. Early on, he brought in other young talent who shared his vision. One of those early team members was Wyatt Snell, who helped manage and grow On The Rox in its first couple of years. Wyatt was deeply involved in developing the business and engaging with the Roxor community. His experience at On The Rox led him to an interesting next step – he went on to co-found Montarev, a leading automotive marketing and web design agency. (It’s no surprise that Montarev later became the firm that helps with On The Rox’s website and online presence!) Wyatt’s journey from building Roxor parts to running a top automotive marketing company speaks to the innovative, entrepreneurial spirit that surrounded On The Rox from the beginning.
The team’s credibility comes not only from their knowledge, but also from their willingness to listen to the community. Being active on forums and social media, they frequently interact with Roxor owners to gather feedback and ideas. This close relationship with customers helped On The Rox stay ahead of trends. When owners started attempting new modifications or asking for certain upgrades, Dana’s crew would often already have something in the works. This is one reason they are always a step ahead with new products. Even today, they continue to tinker with their own shop Roxors, trying out prototype parts on weekend trail runs. That dedication to constant improvement means if you can dream of a modification, On The Rox has probably tried it, tested it, and maybe even sells it by now.
Over the years, On The Rox Fabrication has turned out some awesome custom Roxor builds that showcase what their parts can do. Early on, they built one of the first fully customized Roxors and even brought it to the big SEMA show in Las Vegas to turn heads. This early SEMA build proved that a Roxor outfitted with the right accessories could stand proudly alongside traditional Jeeps and trucks in the off-road aftermarket world. It had all the bells and whistles – upgraded suspension, trail armor, winches and lights, and of course a suite of On The Rox prototype parts. The exposure at SEMA helped put the Roxor on the map for a lot of off-road fans, with On The Rox at the center as a key innovator for the platform.
In the years since, they haven’t slowed down. On The Rox has built Roxors for all kinds of purposes: ranch workhorses, hunting rigs, and extreme rock crawlers. A great example is their latest shop project nicknamed the “Creepy Crawler” Roxor – a wild build featuring four-wheel steering for incredible maneuverability on the rocks. They also still have their original Mahindra Roxor demo that they built when the Roxor first launched. Rather than retire it, the team keeps upgrading that original vehicle with each new product they develop. It’s become a rolling test bed that shows how far a Roxor can be transformed with years of continuous improvements. Recently, the crew showed off both the “Creepy Crawler” and their original build together to demonstrate how capable these machines are with the right setup. Watching a Roxor flex its suspension over boulders or plow through deep snow with On The Rox gear installed really brings their story full circle – they don’t just sell parts, they live and breathe Roxor performance.
Talk to any group of Roxor owners, and chances are they’ll know about On The Rox Fabrication. Over time, this small Montana outfit has earned a big reputation for quality and reliability. Major off-road media have recognized them as a go-to source for Roxor upgrades – MotorTrend noted that the Roxor has “a ton of aftermarket support from the likes of On The Rox Fabrication”. More importantly, everyday Roxor drivers trust On The Rox. Whether it’s on forums, social media, or at off-road events, you’ll hear people swapping stories of how an On The Rox part saved the day or how their customer service went above and beyond. That kind of grassroots respect can’t be bought; it was earned through years of honest work and standing behind their products.
From the beginning, On The Rox set out to do things the right way: build it right, test it hard, and take care of the customer. They understand Roxors inside and out, and they also understand the needs of the folks who drive them – because they are Roxor owners and enthusiasts themselves. This authentic passion comes through in every interaction. It’s why a rancher in Texas and a rock crawler in California can both call On The Rox and get expert advice on outfitting their Roxor. The team’s depth of experience means they can recommend the perfect gear for any use case, whether it’s a snowplow setup for winter or a suspension lift for tackling tough trails.
In a few short years, On The Rox Fabrication went from a local startup to the leading name in Roxor aftermarket parts. They achieved this not by flashy marketing or corporate backing, but by sticking to their roots: Montana-made quality, real-world testing, and genuine off-road know-how. Roxor owners continue to look to On The Rox as the benchmark for upgrades that truly work. As the Roxor community grows and evolves, On The Rox remains at the forefront – the original pioneers who set the standard, and who keep on innovating new ways to help every Roxor owner “build it right and enjoy with confidence.”
