PureForge
PureForge Brakes Inc. is a Michigan-based, privately-held automotive supplier that manufactures ultra-durable brake rotors and pads built on a proprietary Atomic-Forged metallurgical surface treatment, serving law enforcement fleets, commercial/municipal fleets, performance aftermarket, and OEM partners including Hyundai.
- Company typePrivate
- Founded2006
- HeadquartersPoway, United States
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What PureForge does
PureForge Brakes Inc. is a privately-held, Michigan-based (Troy HQ, additional Pontiac office) advanced automotive brake technology company that manufactures and sells brake rotors and pads built around a proprietary "Atomic-Forged" surface treatment. The Atomic-Forged process is a computer-controlled metallurgical treatment that modifies cast iron brake rotors at the molecular level, forging a multi-layer ultra-dense metallic matrix into the rotor surface that promotes adherent friction rather than abrasive wear. The technology is protected by 45+ issued US and foreign patents with an estimated portfolio value of $400+ million, and is paired with a proprietary pad formulation designed exclusively for use with treated rotors. The product portfolio consists of front and rear axle brake kits (rotors plus pads plus hardware), exact-fit replacements for 950+ vehicle applications, replacement pads, and three solution lines: Fleet, Performance, and OEM.
PureForge monetizes primarily through direct hardware sales of brake kits at $543.50-$819.50 MSRP per axle kit and a tied replacement pad revenue stream that is required to maintain warranty validity. The company sells through a mix of channels including direct e-commerce on pureforge.com, direct enterprise fleet sales, and a newly launched (October 2025) authorized Reseller Program anchored by Dana Safety Supply (48 locations) and Guardian Fleet Safety (Midwest). On the OEM side, PureForge operates a joint development agreement with Hyundai (signed September 2022) to integrate Atomic-Forged technology into future vehicle production, with monetization potentially through licensing, development fees, or supply agreements.
The company serves four customer segments: law enforcement and public safety fleets (primary, including Chevrolet Tahoe PPV, Ford Explorer Interceptor, Dodge Charger/Durango PPV), commercial and municipal fleets, performance/aftermarket enthusiasts (including Ferrari Challenge), and automotive OEMs. Customer credibility signals include 1,000+ active fleet vehicles, 8+ million km of field evaluation, 15+ million test miles with zero reported defects, ISO 9001 certification (January 2025), AMECA Police Declaration of Conformity for Ford Explorer Interceptor kits (November 2025), and a formal endorsement from the National Fraternal Order of Police (September 2025). Independent TÜV-Nord Germany testing under WLTP UN GTR-24 measured brake particulate emissions at 3.3 mg/km, 53% below the Euro 7 limit, positioning the company for upcoming European OEM adoption. PureForge is backed by Tech M3, Inc., which developed the underlying tribological technology, and the company has raised approximately $3.95M in disclosed funding across 2011 and 2023 rounds.
PureForge firmographics
Firmographics- Name
- PureForge
- Legal name
- PureForge Brakes Inc.
- Website
- https://pureforge.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- PureForge Brakes Inc. is a Michigan-based, privately-held automotive supplier that manufactures ultra-durable brake rotors and pads built on a proprietary Atomic-Forged metallurgical surface treatment, serving law enforcement fleets, commercial/municipal fleets, performance aftermarket, and OEM partners including Hyundai.
- Ownership category
- akta.pro rank
PureForge industry classification
Industry- Product category
- Automotive Braking Systems
- NAICS
- Motor Vehicle Brake System Manufacturing (33634), Motor Vehicle Brake System Manufacturing (336340)
- SIC
- Fabricated Rubber Products, Nec (3060), Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- Brake Friction & Rotors (Pads/Shoes/Discs/Drums) (IMACAIAE)
- akta.pro secondary industry
- Aftermarket Brake Components Manufacturing (Pads/Rotors/Calipers/Lines) (IMACANAB)
Keywords
Where PureForge is headquartered
LocationHeadquarters
- HQ city
- Poway
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
PureForge business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Personnel, Operations, Marketing or Sales
Revenue model
- Brake Kit Sales: PureForge generates revenue primarily through the sale of complete axle brake kits comprising Atomic-Forged rotors, formulated brake pads, and necessary hardware. Kits are sold as exact-fit replacements for specific vehicle models including Chevrolet Tahoe PPV, Ford Explorer Interceptor, Dodge Durango PPV, and Dodge Charger PPV. Pricing varies by vehicle application and axle position (front vs rear).
- Replacement Pad Sales: PureForge sells proprietary replacement brake pads designed exclusively for use with Atomic-Forged rotors. All Atomic-Forged rotors must be used with PureForge pads to maintain warranty validity, creating a tied revenue stream.
- OEM Licensing/Partnership: PureForge pursues OEM partnerships for integration of Atomic-Forged technology into new vehicle production, including joint development agreements with Hyundai. Revenue may come from technology licensing, development fees, or supply agreements with vehicle manufacturers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time/ perpetual license | Chevrolet Tahoe PPV Front Axle Kit (2021-2025) |
| Unit Pricing | One time/ perpetual license | Chevrolet Tahoe PPV Rear Axle Kit (2021-2025) |
| Unit Pricing | One time/ perpetual license | Chevrolet Tahoe PPV Front Axle Kit (2009-2020) |
| Unit Pricing | One time/ perpetual license | Chevrolet Tahoe PPV Rear Axle Kit (2009-2020) |
| Unit Pricing | One time/ perpetual license | Ford Interceptor Sedan PPV (2017-2019) |
| Unit Pricing | One time/ perpetual license | Dodge Durango PPV Front Axle Kit (2021-2026) |
| Unit Pricing | One time/ perpetual license | Dodge Durango PPV Rear Axle Kit (2021-2026) |
| Unit Pricing | One time/ perpetual license | Dodge Charger PPV / Durango PPV (2012-2020) |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
PureForge product offering
Product offeringCore offering
PureForge manufactures and sells ultra-durable automotive brake systems built around its proprietary Atomic-Forged surface treatment technology. The core product line consists of Atomic-Forged front and rear treated kits (rotors with proprietary surface treatment), paired with exclusive formulated replacement brake pads, sold as exact-fit axle kits for specific vehicle applications. Primary customers are law enforcement fleets, commercial/municipal fleets, performance/aftermarket buyers, and automotive OEMs pursuing brake dust compliance and lightweighting.
Product overview
PureForge is an advanced automotive brake technology company that offers a portfolio of ultra-durable brake systems built around its proprietary Atomic-Forged® surface treatment technology. The core product line consists of Atomic-Forged Front and Rear Treated Kits and Replacement Brake Pads, which are sold as complete axle kits that include rotors, pads, and hardware. The company serves three primary market segments: Law Enforcement (exact-fit brake kits for police vehicles), Fleet/Commercial (for delivery, municipal, and service fleets), and Performance (for racing and high-performance applications). The Atomic-Forged technology is a metallurgical surface treatment that embeds an ultra-dense metallic matrix into cast iron rotors, creating adherent friction rather than abrasive wear. All products are backed by a 3-year/100,000-mile warranty and supported by a network of authorized resellers.
Differentiator
Problem solved
Functional benefit
Products and services
- Atomic-Forged Front Treated Kits
Quantifiable outcome
- Up to 10x longer rotor life and up to 5x longer pad life vs conventional brakes
- +8 more outcomes
Companies that use PureForge
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
PureForge technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
PureForge partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and strategic.
- Guardian Fleet SafetycoreMinnesota-based public safety vehicle upfitting company founded by former law enforcement officers with more than 150 years of combined experience. Guardian Fleet Safety joined PureForge's reseller network to expand access to PureForge brake systems for law enforcement, fire, and emergency response fleets in the Midwest. The company provides end-to-end fleet services from vehicle acquisition and graphics to lighting, camera systems, and full upfitting.
- Dana Safety SupplycoreDana Safety Supply became PureForge's first authorized reseller partner under the new Reseller Program launched October 29, 2025. With 48 locations across multiple states, Dana Safety Supply serves a wide range of public safety and fleet customers providing emergency warning systems, patrol vehicle armor, full upfit capabilities, warranty support, and ongoing parts supply. The partnership enables agencies to purchase and install PureForge brake systems through their existing local suppliers.
- HyundaistrategicHyundai and PureForge announced a joint development agreement to develop innovative products for future generations of Hyundai vehicles including cars, SUVs, and electrified vehicles. The agreement supports Hyundai's smart mobility solutions and sustainability efforts. PureForge technology addresses lightweighting, brake dust, and rust issues in both EVs and ICE vehicles.
- Tech M3, Inc.corePureForge is backed by Tech M3, Inc., which developed the tribological technology behind PureForge's products. Chief Technology Officer Nathan K. Meckel founded Tech M3, Inc. in early 2006 and leads technology discoveries and the patent portfolio estimated at $400+ million.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
PureForge competitors and assessment
Company assessmentBroad incumbents
- Brembo: Global Tier-1 brake systems supplier serving premium automotive OEMs and the performance aftermarket. Comparable to PureForge because both compete in advanced rotor and caliper technology, though Brembo operates at substantially greater scale and OEM depth.
- Federal-Mogul / Tenneco (DRiV): Large Tier-1 automotive supplier with a substantial braking product line including Wagner, Ferodo, and Jurid brands. Comparable to PureForge because PureForge's VP Engineering previously ran braking product management at Federal-Mogul, indicating direct technology overlap in the friction stack.
- BOSCH (Automotive Aftermarket): Diversified automotive supplier with a global aftermarket brake parts portfolio including rotors, pads, and sensors. Comparable to PureForge because both compete in replacement brake kits for passenger and commercial vehicles, though Bosch's scale and OEM reach vastly exceed PureForge's.
Direct peers
- Akebono Brake Industry: Japanese brake friction and system manufacturer with strong North American OEM and aftermarket presence. Comparable to PureForge because both sell brake pads and rotors to OE and fleet customers and compete on friction material performance.
- StopTech (Centric Parts): Aftermarket performance brake kit and rotor manufacturer serving car and truck enthusiasts. Comparable to PureForge because both sell premium rotor and pad kits to performance and fleet buyers targeting fade resistance and longevity.
- PowerStop: Direct-to-consumer aftermarket brake kit supplier specializing in drilled, slotted, and performance rotors with bundled pads. Comparable to PureForge because both sell complete axle kits at similar price points to enthusiast and fleet buyers.
- Wilwood Engineering: US-based manufacturer of high-performance brake kits, calipers, and rotors primarily for racing and specialty vehicle applications. Comparable to PureForge because both serve motorsports and performance segments with proprietary rotor technologies.
- EBC Brakes: UK-based aftermarket brake pad and rotor manufacturer with strong motorcycle, automotive, and fleet presence. Comparable to PureForge because both sell long-life pad and rotor kits through performance and fleet channels.
Emerging players
- NRS Brakes: Canadian manufacturer of galvanized brake pads designed to prevent rust and extend pad life. Comparable to PureForge as a smaller brake innovator attacking rotor and pad wear problems through a proprietary surface or coating approach for fleet and police markets.
Regional players
- Masu Brakes: Japan-based aftermarket brake pad and shoe manufacturer with North American operations. Comparable to PureForge because PureForge's VP of Engineering previously served as Director of Engineering at Masu Brakes North America, indicating deep domain overlap in friction formulations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
PureForge social profiles
Digital presencePureForge compliance and trust
Trust signalCompliance3 records
PureForge financial estimates
Financial estimateRevenue estimate
Valuation estimate
PureForge leadership team
Management profileNumber of profiles
Profiles7 records
PureForge funding detail
Funding detailFunding overview
Funding rounds2 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
PureForge M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about PureForge
What does PureForge do?
PureForge manufactures and sells ultra-durable automotive brake systems built around its proprietary Atomic-Forged surface treatment technology. The core product line consists of Atomic-Forged front and rear treated kits (rotors with proprietary surface treatment), paired with exclusive formulated replacement brake pads, sold as exact-fit axle kits for specific vehicle applications. Primary customers are law enforcement fleets, commercial/municipal fleets, performance/aftermarket buyers, and automotive OEMs pursuing brake dust compliance and lightweighting.
Is PureForge a public or private company?
PureForge is a private company. It is classified as corporate owned and is currently operating.
When was PureForge founded?
PureForge was founded in 2006. It employs 11 to 50 people.
Where is PureForge based?
PureForge is headquartered in Poway, United States, in the North America region.
How does PureForge make money?
Three revenue lines are on record. Brake Kit Sales are the primary driver. The others are replacement Pad Sales and OEM Licensing/Partnership.
Who are PureForge's main competitors?
Broad incumbents on record are Brembo, Federal-Mogul / Tenneco (DRiV) and BOSCH (Automotive Aftermarket). Direct peers are Akebono Brake Industry, StopTech (Centric Parts), PowerStop, Wilwood Engineering and EBC Brakes. NRS Brakes is listed as an emerging player. Masu Brakes is listed as a regional player.
Does PureForge have an API?
No public API is recorded for PureForge.
What industry is PureForge in?
PureForge's product category is Automotive Braking Systems. Its primary akta.pro industry code is IMACAIAE, Brake Friction & Rotors (Pads/Shoes/Discs/Drums), with a secondary code of IMACANAB, Aftermarket Brake Components Manufacturing (Pads/Rotors/Calipers/Lines). Its NAICS code is 33634 and its SIC code is 3060.