Rigid Industries

RIGID Industries, an industry leader in off-road performance lighting, has debuted its all-new Phoenix Series at the 2025 SEMA Show. The high-performance lights launch a next-generation lineup designed for maximum light output, adaptability and control. Engineered from the ground up, the Phoenix Series delivers powerful illumination, precision optics and advanced customization for any build.

For the first time in a high-performance light, RIGID introduces a five-mode color system that allows drivers to change the light temperature from cool white to amber with the flick of a switch. The Phoenix Series also provides three selectable power settings, giving users complete control over brightness and power draw to suit any environment or electrical setup. Each light pod is offered in a spot beam pattern with optional drive and combo lenses for varied coverage. All Phoenix Series lights are constructed from high-grade materials and backed by the company’s industry-leading warranty, delivering unmatched durability and clarity in the most extreme conditions.

The Phoenix Series of lights includes the 5-inch Phoenix pod, the 7-inch Phoenix XL pod and the modular Phoenix Connect, which integrates multiple pods into pre-wired 30-, 40- or 50-inch light bar configurations. Each model features precision-engineered optics that deliver exceptional brightness, with the Phoenix producing up to 10,167 lumens and the larger Phoenix XL up to 14,290 lumens. The Phoenix Connect system combines 5-inch Phoenix pods to create a scalable solution that adapts to any application, with both spot and driving beam patterns.

“The Phoenix Series represents the next evolution of RIGID performance,” said RIGID Industries president Andy Kroll. “From beam patterns to light output to color, we’ve designed Phoenix to give drivers the freedom to adapt instantly to their environment without missing a beat. We’re excited to release this new series of lights at the 2025 SEMA Show and can’t wait to see how the community utilizes these lights on their rigs.”

RIGID Industries, an industry leader in off-road performance lighting, has just announced Andy Kroll will join the company as its new president. In his new position, Andy will work closely with RIGID’s executive team to set long-term objectives, pursue innovation in lighting technologies and foster strong partnerships with dealers, distributors and OEMs. Under his leadership, RIGID aims to expand its global footprint and solidify its reputation as the go-to provider of high-performance lighting solutions for off-road enthusiasts.

“RIGID Industries has been leading the aftermarket industry in off-road lighting technology for nearly two decades,” said Andy Kroll, president of RIGID Industries. “RIGID’s mission is to provide the toughest, most advanced off-road lighting systems to help empower people’s adventures, and I couldn’t be more excited to join the team.”

Andy is no stranger to the enthusiast market. Prior to joining RIGID, he worked at Polaris for 12 years, leading sales and marketing efforts for Polaris Snowmobiles and Off-Road Accessories, as well as running Polaris' Aftermarket businesses. Andy also brings eight years of branding and business strategy experience from his time as a senior brand manager at General Mills.

Introducing the bigger, brighter, and bolder additions to our lineup: the 360-Series RGBW lights and the powerful 9" pod nearly tripling our 6” 360 output. LUS - the transformation of our already legendary 360-Series pods' stylish backlight to the next level with dynamic and hassle-free RGBW backlighting. Easily toggle between seven different color options!

With optimized beam patterns and a RGBW backlight, RIGID’s 360-Series RGBW round lights are stylish and functional. The 360-Series RGBW round lights are protected by a high-grade aluminum alloy housing and can project up to 23,232 raw lumens making them one of the most robust and useful round lights on the market. Inside, the 360-Series RGBW round lights are feature-packed, with a black exposed circuit board, optimized forward projecting optics, and a color-changing backlight that lets you toggle between eight available backlight options with the flip of a switch: red, green, blue, light blue, purple, amber, white, or demo mode. Select from the 4 Inch, 6 Inch, or 9 Inch lights with Spot, Drive, and Diffused (4 Inch Only) beam patterns for a customized experience and look. RIGID’s 360-Series RGBW round lights seamlessly integrate into multiple applications and make it easier than ever to Own The Night.

Experience a lighting revolution with Rigid's latest innovations! Introducing the upgraded 360-Series RGBW lights and the powerhouse 9" pod. Get ready for a thrilling transformation as we elevate our acclaimed 360-Series pods with dynamic RGBW backlighting. And that's not all – be prepared to be awestruck by our new 9" pod, boasting an impressive 23,000+ raw lumens. Brighter times await with Rigid!

This Friday and Saturday, catch us at the Keystone Automotive Operations Big Show in Kissimmee, FL. The Keystone Automotive BIG Show is the ultimate destination for top-notch suppliers and manufacturers in the specialty automotive parts and accessories realm. Don't miss booth #1100, where Nate and Sean will be ready to walk you through the Rigid offerings.

Join Rigid Industries' President, Mitch Williams, at the Rigid Booth in the West Hall, #58085, at the 2023 SEMA Show on November 1st at 10:30 AM. President Mitch Williams will be sharing his insights on the future of lighting at the SEMA Show.

Listen in on the panel discussion with industry experts, including Jim Beaver, Rigid Racer & Ambassador; Marcus Umlauff, Head of Toyota Truck Team and SEMA Board of Directors member; James Highgate from KYOCERA, a laser optics company; Matt Martelli from UNLMTD Race Series; and BJ Baldwin, athlete, and hear about Rigid's focus on future technology, innovation, and advancements in lighting solutions, vehicle connectivity, electrification, and more. See you there!

Rigid Industries is gearing up and going all out at this year's SEMA show, showcasing this year's new releases. Mark your calendar and be amazed by the game-changing technology that awaits. Buckle up and prepare for an unforgettable showcase!