SATA
SATA GmbH & Co. KG is a German manufacturer (founded 1907) of professional spray guns, cup systems, compressed air filters, and respiratory protection, selling via distributors in approximately 100 countries and directly serving automotive refinishing, industrial coating, woodworking, and art restoration customers.
- Company typePrivate
- Founded1907
- HeadquartersKornwestheim, Germany
- Headcount251–500
- GTM typeB2B
- OfferingHardware or Manufacturing
SATA firmographics
Firmographics- Name
- SATA
- Legal name
- SATA GmbH & Co. KG
- Website
- https://sata.com
- Company type
- Private
- Founded year
- 1907
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- SATA GmbH & Co. KG is a German manufacturer (founded 1907) of professional spray guns, cup systems, compressed air filters, and respiratory protection, selling via distributors in approximately 100 countries and directly serving automotive refinishing, industrial coating, woodworking, and art restoration customers.
- Ownership category
- akta.pro rank
SATA industry classification
Industry- Product category
- Professional Spray Painting Equipment
- NAICS
- Commercial and Service Industry Machinery Manufacturing (333310)
- SIC
- Motor Vehicle Parts & Accessories (3714), Industrial & Commercial Fans & Blowers & Air Purifing Equip (3564)
- akta.pro primary industry
- Replacement Wear Parts Manufacturing (Filters/Belts/Hoses/Wipers/Spark Plugs) (IMACANAA)
- akta.pro secondary industry
- Paint & Refinishing Services (Spray, Color-Match, Clearcoat) (TLAKAEAC)
Keywords
Where SATA is headquartered
LocationHeadquarters
- HQ city
- Kornwestheim
- HQ country
- Germany
- HQ region
- Europe
Offices2 records
Markets served
SATA business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Professional spray equipment and hardware sales: SATA generates revenue primarily through the sale of professional-grade spray guns, cup systems, respiratory protection equipment, compressed air filters, and accessories. Products are sold through distribution partners, a dealer shop, and a consumer-facing online shop.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | jet X is available in four variants: BASIC, DIGITAL Ready, DIGITAL, and DIGITAL pro — catering to different levels of digital integration and process tracking capabilities. |
| Unit Pricing | Pay-as-you-go | Consumer online shop with free delivery threshold |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
SATA product offering
Product offeringCore offering
SATA manufactures and sells professional wet-paint application equipment, primarily premium spray guns (jet X, jet K, SATAminijet 4400 B), along with an integrated system of supporting products including compressed air filters (SATA filter 500 series), cup systems (Liner Cup System), respiratory protection (air star C), digital pressure measurement (adam X pro), workwear (SATA Suit), and diagnostic tools (trueSun). Products are distributed worldwide to automotive refinishers, body shops, fleet operators, industrial coaters, woodworkers, and art restorers through a partner network, a dealer shop, a consumer online shop, and the new SATA MEA direct sales office in Dubai.
Product overview
SATA offers a comprehensive portfolio of wet paint technology products centered around spray guns for automotive refinishing, industrial, and specialty applications. The core product line includes premium spray guns (jet X, jet K, SATAminijet 4400 B) with supporting accessories (cup systems, filters, respiratory protection, workwear). Digital integration is available through the adam X pro pressure measuring device for jet X models. The product ecosystem is supported by online tools including the Custom Design Gun Configurator for personalized spray guns, the SATA Loyalty Program for customer engagement, and mobile applications like the Nozzle Finder app and SATA Loyalty App. The company positions itself as a system supplier offering complete solutions from spray guns through compressed air filtration to protective equipment.
Differentiator
Problem solved
Functional benefit
Products and services
- jet X spray gun Premium spray gun engineered for high-volume automotive refinishing and fleet refinishing applications, featuring a Labyrinth airflow system that reduces turbulence and improves atomization. Available in BASIC, DIGITAL Ready, DIGITAL, and DIGITAL pro variants offering progressive levels of digital integration and process tracking capabilities. Reported 15 to 20 percent material savings and efficiency gains in professional use.
- jet K spray gun Premium spray gun for large-area applications offering a comprehensive solution for achieving perfect finishes across a wide range of applications, from functional coatings to flawless clearcoat finishes. Suitable for water- and solvent-based paint systems.
- adam X pro digital pressure measuring device Digital pressure measuring device for retrofitting a jet X paint spray gun (except BASIC variant). Enables precise pressure adjustment, reproducible painting results, and online access to detailed painting parameters.
- SATA filter 500 / filter 584 series 3-stage premium compressed air filter for air purification, suitable for use with water- and solvent-based paint systems and with supplied-air respiratory protection systems.
- LCS - The Liner Cup System Liner cup system designed for efficient paint application with flat sieve packaging of disposable cups, reducing paint waste and cleaning effort.
- SATA Suit protective workwear Standard protective workwear suit for professional painters, available in various sizes, designed for use in spray painting environments.
- air star C half-mask respiratory protection NIOSH-approved half-mask respiratory protection with breathing hose for painters working with spray application systems.
- trueSun premium daylight lamp Premium daylight lamp for determining and checking single-stage metallic and pearlescent colors in automotive refinishing.
- SATA clean RCS cleaning device Cleaning device for maintaining SATA spray equipment.
- SATAminijet 4400 B compact spray gun Compact spray gun designed for color coatings, gradients, tints, and spot repairs. Used in automotive refinishing and art restoration, featuring fine, even atomization and controlled material transfer for delicate applications such as applying varnish layers to paintings.
- SATA Custom Design Gun (CDG) configurator service Online configurator service allowing customers to customize SATA spray guns with personalized designs, colors, and nozzle configurations. Custom orders are produced and shipped within 2 to 5 working days.
- SATA Loyalty Program (coins & more) Customer loyalty program where users scan QR codes embedded in or on SATA products using the SATA Loyalty App to collect SATA coins that are redeemable for rewards and products.
Quantifiable outcome
- 15 to 20% material savings and efficiency gains with jet X spray gun
- +3 more outcomes
Companies that use SATA
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles4 records
SATA technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature10 records
SATA partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Dan-Am CompanyminorDan-Am Company is referenced as a partner in the Charles Crews practice report story, representing SATA products in the US market. Andrea Hindt and Jim Kvatek are listed as contributors from Dan-Am Company in SATA's published case study.
Scale indicators4 records
Recent moves4 records
Expansion highlights5 records
SATA competitors and assessment
Company assessmentDirect peers
- Anest Iwata: Japanese manufacturer of professional spray guns and coating equipment for automotive refinishing, industrial, and decorative applications. Anest Iwata is SATA's most direct global competitor, offering a comparable range of HVLP and RP spray guns, cup systems, and air filtration products to professional body shops worldwide.
- DeVilbiss (Carlisle Fluid Technologies): DeVilbiss is a heritage American spray gun brand now owned by Carlisle Fluid Technologies, competing head-to-head with SATA in automotive refinishing spray guns and cup systems. Its product range, professional user base, and global distribution model closely parallel SATA's go-to-market approach.
- Binks (Carlisle Fluid Technologies): Binks is a spray equipment brand under Carlisle Fluid Technologies serving automotive refinishing and industrial coating markets with spray guns, cups, and plural-component systems. It directly competes with SATA in the professional automotive refinish spray gun category, particularly with fleet and high-volume body shop customers.
- Krautzberger: Krautzberger is a German manufacturer of professional spray guns and automated coating equipment serving industrial, wood, and refinishing applications. As a fellow German specialty spray equipment maker, Krautzberger competes directly with SATA in European industrial and wood-finishing markets.
- SAMES (SAMES KREMLIN): SAMES is a French manufacturer of spray guns, electrostatic equipment, and powder coating application systems serving automotive, industrial, and wood finishing markets. SAMES competes directly with SATA in industrial coating applications and represents a comparable specialty equipment peer with European heritage.
Broad incumbents
- Graco: Graco is a large US-listed manufacturer of fluid handling equipment serving industrial, contractor, and process markets, including professional spray equipment for coatings. While broader in scope than SATA, Graco's professional spray equipment division competes with SATA in automotive and industrial coating applications.
- Nordson: Nordson is a US-listed precision dispensing and coating equipment manufacturer with a strong presence in industrial powder and liquid coating systems. Its industrial coating division overlaps with SATA's industrial customer base, though Nordson is significantly larger and more diversified across electronics, packaging, and industrial automation.
- Carlisle Fluid Technologies: Carlisle Fluid Technologies is the parent company of DeVilbiss, Binks, Ransburg, and MS Powder — a portfolio of coating equipment brands that collectively rival SATA across automotive refinishing and industrial coating. As a broad incumbent with multiple specialized brands, it competes with SATA across multiple product categories and geographies.
- Dürr: Dürr is a German mechanical and plant engineering company with a leading position in automotive painting systems and industrial coating lines for OEMs. While Dürr serves OEM paint shops rather than refinishing body shops, its automotive coating technology overlaps with SATA's broader automotive painting ecosystem.
Others
- PPG Industries (Automotive Refinish): PPG Industries is a global coatings manufacturer with a major automotive refinish business that sells paints, coatings, and adjacent application tools through the same body shop distribution channels SATA relies on. While PPG is a coatings supplier rather than equipment manufacturer, the two companies are interdependent ecosystem participants serving the same end customers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
SATA social profiles
Digital presenceSATA financial estimates
Financial estimateRevenue estimate
Valuation estimate
SATA leadership team
Management profileNumber of profiles
Profiles7 records
SATA funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SATA 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 SATA
What does SATA do?
SATA manufactures and sells professional wet-paint application equipment, primarily premium spray guns (jet X, jet K, SATAminijet 4400 B), along with an integrated system of supporting products including compressed air filters (SATA filter 500 series), cup systems (Liner Cup System), respiratory protection (air star C), digital pressure measurement (adam X pro), workwear (SATA Suit), and diagnostic tools (trueSun). Products are distributed worldwide to automotive refinishers, body shops, fleet operators, industrial coaters, woodworkers, and art restorers through a partner network, a dealer shop, a consumer online shop, and the new SATA MEA direct sales office in Dubai.
Is SATA a public or private company?
SATA is a private company. It is classified as management employee owned and is currently operating.
When was SATA founded?
SATA was founded in 1907. It employs 251 to 500 people.
Where is SATA based?
SATA is headquartered in Kornwestheim, Germany, in the Europe region.
How does SATA make money?
One revenue line is on record: professional spray equipment and hardware sales.
Who are SATA's main competitors?
Direct peers on record are Anest Iwata, DeVilbiss (Carlisle Fluid Technologies), Binks (Carlisle Fluid Technologies), Krautzberger and SAMES (SAMES KREMLIN). Broad incumbents are Graco, Nordson, Carlisle Fluid Technologies and Dürr. PPG Industries (Automotive Refinish) is listed as an others.
Does SATA have an API?
No public API is recorded for SATA.
What industry is SATA in?
SATA's product category is Professional Spray Painting Equipment. Its primary akta.pro industry code is IMACANAA, Replacement Wear Parts Manufacturing (Filters/Belts/Hoses/Wipers/Spark Plugs), with a secondary code of TLAKAEAC, Paint & Refinishing Services (Spray, Color-Match, Clearcoat). Its NAICS code is 333310 and its SIC code is 3714.