Auria
Auria is a global Tier-1 automotive supplier of engineered flooring, acoustic, soft trim, and cargo management systems serving luxury, mass-market, and commercial OEMs, with a smaller Armorlite aftermarket business and recent acquisitions extending it into SATCOM and national security.
- Company typePrivate
- Founded2017
- HeadquartersBirmingham, United Kingdom
- Headcount1,001–5,000
- GTM typeB2B
- OfferingHardware or Manufacturing
What Auria does
Auria is a global Tier-1 automotive supplier of engineered soft trim, flooring, acoustic, and cargo management systems, formed in 2017 as a joint venture between Shanghai Shenda Co., Ltd. (70% ownership) and International Automotive Components (IAC) Group (30% ownership). The company designs, manufactures, and supplies components — including tufted and non-woven carpets, under-carpet insulators, dash and hood insulators, headliners, trunk/frunk systems, wheel arch liners, and engine/EV encapsulation — to major OEMs across luxury (Rolls Royce, Jaguar Land Rover, BMW, Mercedes-Benz, Porsche), mass-market (Ford, GM, FCA/Ram/Jeep, Acura, Chevrolet, Buick), and commercial vehicle segments. Underlying technology rests on proprietary fiber-based material science (Duralite™, ECO HiLoft™, ECOBlend®, Alour™), patented acoustic engineering (Intercept™/Intercept EV Encapsulation using hydrophobic PU foam), and the Armorlite™ marine-grade TPO flooring platform for off-road applications, supported by 9 technical centers and 16 manufacturing facilities across 11+ countries.
Auria monetizes primarily through long-term OEM supply contracts awarded via formal Tier-1 supplier qualification processes, with revenue generated on per-vehicle hardware unit pricing across platform lifecycles. A secondary, smaller revenue stream comes from the Armorlite aftermarket channel — direct-to-consumer (goarmorlite.com e-commerce), dealer networks, and the Mopar accessory program — where consumer kits are priced at $374-$729. Most OEM sales are managed through regional Managing Directors for North America, Europe, and China, with sustainability (Circ-U-Life methodology, EcoVadis Bronze, CDP B rating, Intertek-verified GHG emissions) increasingly used as a competitive lever in supplier selection.
In 2026 Auria has pivoted strategically with three acquisitions — RKF Engineering Solutions, Kythera Space Solutions (both January), and BCubed Engineering (February) — extending the platform into SATCOM, software-defined satellite payloads, and national-security command, control and communications. Headquartered operationally in Southfield, Michigan (North America) and financially in Coleshill, Birmingham, UK, with regional headquarters in Düsseldorf and Shanghai, Auria employs approximately 4,400 people globally and operates as a privately held JV with no public listing or external VC/PE funding rounds disclosed.
Auria firmographics
Firmographics- Name
- Auria
- Legal name
- Auria
- Website
- https://auriasolutions.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Auria is a global Tier-1 automotive supplier of engineered flooring, acoustic, soft trim, and cargo management systems serving luxury, mass-market, and commercial OEMs, with a smaller Armorlite aftermarket business and recent acquisitions extending it into SATCOM and national security.
- Ownership category
- akta.pro rank
Auria industry classification
Industry- Product category
- Automotive Acoustics and Soft Trim Components
- NAICS
- Motor Vehicle Electrical and Electronic Equipment Manufacturing (33632), Electrical Equipment Manufacturing (33531), Commercial and Service Industry Machinery Manufacturing (333310)
- SIC
- Electronic Components & Accessories (3670), Miscellaneous Chemical Products (2890)
- akta.pro primary industry
- Aftermarket Interior Accessories Manufacturing (Floor Mats/Seat Covers/Steering Covers/Storage) (IMACANAJ)
- akta.pro secondary industry
- Aftermarket Performance & Tuning Products Manufacturing (Intakes/Turbos/ECU Tuners/Superchargers) (IMACANAN)
Keywords
Where Auria is headquartered
LocationHeadquarters
- HQ city
- Birmingham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices8 records
Markets served
Auria business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- OEM Component Supply: Auria designs, manufactures, and supplies automotive flooring, acoustic insulation, headliners, trunk trim, and other soft trim components directly to automotive OEMs. Revenue is generated through long-term supply contracts with major global automotive manufacturers.
- Aftermarket Products: Direct-to-consumer and dealer sales of replacement flooring systems (Armorlite) and accessories for vehicles, targeting off-road enthusiasts, restoration projects, and specialty vehicle markets.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Jeep Wrangler JK 4-door complete kit (front and rear flooring, plus cargo liner, four drain plugs) |
| Unit Pricing | Pay-as-you-go | Jeep Wrangler JK 4-door front and rear flooring with drain plugs |
| Unit Pricing | Pay-as-you-go | Jeep Wrangler JK front flooring only with drain plugs |
| Unit Pricing | Pay-as-you-go | Cargo liner for Jeep Wrangler JK 4-door |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Auria product offering
Product offeringCore offering
Auria is a global Tier-1 automotive supplier that designs, engineers, and manufactures highly engineered systems for vehicle acoustics, flooring, soft trim, and cargo management. Its portfolio includes flooring systems (Duralite, Intercept, Armorlite), insulators and absorbers, headliners, trunk/frunk/cargo management products, engine compartment encapsulation, and underbody structural systems supplied to major OEM manufacturers. The company also sells aftermarket products directly to consumers and through dealers, including Armorlite replacement flooring and Stayhold cargo management accessories.
Product overview
Auria is a global Tier-1 automotive supplier offering a comprehensive portfolio of highly engineered systems for vehicle acoustics, flooring, soft trim, and cargo management. The product portfolio spans multiple interconnected categories: Flooring Systems (including Duralite™, Intercept™, and Armorlite™ brands) for acoustic performance and comfort; Insulators & Absorbers (including ECO HiLoft™ and ECOBlend® Dual Density) for NVH management; Engine Compartment & Encapsulation solutions with Intercept EV Encapsulation™ for electric vehicles; Trunk, Frunk & Cargo Management including Alour™ brand products and EV Frunk Systems; Headliners; and Underbody & Structural Systems with Wheel Arch Liners. The company serves both OEM and aftermarket channels, with dedicated Accessories and Aftermarket divisions offering products like Armorlite replacement flooring and Stayhold cargo management systems through the EZ Hold partnership. Auria's offerings support both traditional ICE vehicles and electric vehicles with specialized EMI shielding and acoustic solutions.
Differentiator
Problem solved
Functional benefit
Brands
- Duralite: Non-woven floor carpet featuring improved abrasion performance at lighter face weight; 100% recyclable with high recycled content
- Intercept
- Armorlite
- Alour
- ECO HiLoft
- ECOBlend Dual Density
- Circ-U-Life
Products and services
- Flooring Systems Full range of vehicle flooring systems including tufted and non-woven carpets, utility flooring systems, floor insulators, floor mats, and absorptive floor systems for all vehicle types and propulsions. Includes Duralite™ (100% recyclable mono-material non-woven carpet), Intercept™ (EV/hybrid EMI shielding flooring), and Armorlite™ (marine-grade TPO replacement flooring).
- Trunk, Frunk & Cargo Management
Quantifiable outcome
- 30% weight reduction over standard felt with ECO HiLoft insulator
- +2 more outcomes
Companies that use Auria
Customer profileNamed customers14 records
Segments4 records
Ideal customer profiles3 records
Auria technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Auria partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered supporting and core.
- AXA Climate SchoolsupportingAuria launched the Auria Sustainability Academy, a climate-literacy learning program developed in partnership with AXA Climate School. The Academy is designed to build sustainability capability across the organization, equipping employees with knowledge and skills to integrate environmental considerations into everyday business decisions. Phase 1 rollout in UK and US locations saw over 22% employee participation.
- InterteksupportingIntertek Deutschland GmbH performed an independent limited assurance verification of Auria's 2024 global Scope 1, Scope 2, and Scope 3 greenhouse gas emissions. The verification was conducted in accordance with ISO 14064-3:2019 and covered 19 Auria manufacturing and operational sites across North America, Europe, and South Africa.
- Feltex AutomotivecoreAuria and Feltex formed a joint venture in South Africa, with Feltex acquiring a minority stake in Auria South Africa (Pty.) Ltd. The JV operates from a state-of-the-art manufacturing facility in East London, manufacturing flooring systems, dash insulators, trunk trim and parcel shelves for locally produced global OEM platforms. The partnership combines Auria's global automotive manufacturing capability with Feltex's local raw material and vertical integration capabilities.
- StayholdcoreAuria and Stayhold showcased production-ready jointly developed cargo area storage management solutions at AAPEX 2019. The partnership serves both consumer retail market with high-end options and OEM aftermarket as dealer accessories. An OEM solution integrates cargo managers into vehicle interior side panels.
- StayholdcoreAuria and Stayhold signed a Joint Development Agreement to design, manufacture, commercialize and sell cargo management products and solutions. The collaboration combines Auria's expertise in fiber-based materials and interior components with Stayhold's unique portfolio of cargo management systems. Products are sold through retail outlets in more than 20 countries including direct OEM integration.
Scale indicators12 records
Recent moves11 records
Expansion highlights6 records
Auria competitors and assessment
Company assessmentDirect peers
- Toyota Boshoku: Japanese Tier-1 supplier of automotive interior systems including seat, door, and headliner trim with strong filtration and acoustic capabilities. Comparable on product breadth and global OEM-direct GTM.
- Autoneum: Swiss-headquartered global leader in automotive acoustic and thermal management, producing carpets, insulators, and underbody systems for OEMs. Closest direct comparable to Auria's flooring-and-acoustics core, with similar EV-specific product initiatives.
- Hayashi Telempu: Japanese specialist in automotive interior trim, ceiling materials, and sound-insulating products. Comparable specialty-materials and acoustic-product positioning with deep OE relationships.
- Grupo Antolin: Spanish global supplier of automotive interior components including headliners, door panels, overhead consoles, and lighting. Overlaps directly with Auria's headliner, soft-trim, and interior acoustic portfolio across OEM customer base.
- Adler Pelzer Group: German family-owned specialist in automotive acoustic and thermal insulation, supplying headliners, dashboards, and underbody solutions to global OEMs. Highly comparable niche focus and European manufacturing footprint to Auria.
- Borgers (Modularis / Plastic Omnium): German specialist in needle-punched nonwovens, acoustics, and trunk/cargo management for vehicles, now operating within Plastic Omnium's Modularis umbrella. Direct overlap on Auria's nonwoven flooring, trunk trim, and acoustic product lines.
Broad incumbents
- Lear Corporation: US-listed Fortune 500 Tier-1 supplier with extensive seating and interior systems including flooring and acoustics. Significantly larger and more diversified than Auria but overlaps in OEM-direct soft-trim delivery.
- Magna International: Canadian-listed mega-Tier-1 with interior, seating, body, and powertrain operations serving global OEMs. Competes for interior-systems work and has been a benchmark for diversifying Tier-1s into adjacent mobility markets.
- International Automotive Components (IAC): Larger global automotive interior components supplier and Auria's 30% parent. Sells a broader portfolio including instrument panels, door panels, and flooring across the same Tier-1 OEM customers.
- Forvia (Faurecia): French-listed global Tier-1 with interior modules, seating, and clean-mobility businesses. Comparable OEM relationships and European footprint; competing for next-generation interior content on EV programs.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Auria social profiles
Digital presenceAuria financial estimates
Financial estimateRevenue estimate
Valuation estimate
Auria leadership team
Management profileNumber of profiles
Profiles7 records
Auria subsidiaries and ownership
Company hierarchySubsidiaries5 records
Auria funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Auria 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 Auria
What does Auria do?
Auria is a global Tier-1 automotive supplier that designs, engineers, and manufactures highly engineered systems for vehicle acoustics, flooring, soft trim, and cargo management. Its portfolio includes flooring systems (Duralite, Intercept, Armorlite), insulators and absorbers, headliners, trunk/frunk/cargo management products, engine compartment encapsulation, and underbody structural systems supplied to major OEM manufacturers. The company also sells aftermarket products directly to consumers and through dealers, including Armorlite replacement flooring and Stayhold cargo management accessories.
Is Auria a public or private company?
Auria is a private company. It is classified as corporate owned and is currently operating.
When was Auria founded?
Auria was founded in 2017. It employs 1,001 to 5,000 people.
Where is Auria based?
Auria is headquartered in Birmingham, United Kingdom, in the Europe region.
How does Auria make money?
Two revenue lines are on record. OEM Component Supply is the primary driver. The others are aftermarket Products.
Who are Auria's main competitors?
Direct peers on record are Toyota Boshoku, Autoneum, Hayashi Telempu, Grupo Antolin, Adler Pelzer Group and Borgers (Modularis / Plastic Omnium). Broad incumbents are Lear Corporation, Magna International, International Automotive Components (IAC) and Forvia (Faurecia).
Does Auria have an API?
No public API is recorded for Auria.
What industry is Auria in?
Auria's product category is Automotive Acoustics and Soft Trim Components. Its primary akta.pro industry code is IMACANAJ, Aftermarket Interior Accessories Manufacturing (Floor Mats/Seat Covers/Steering Covers/Storage), with a secondary code of IMACANAN, Aftermarket Performance & Tuning Products Manufacturing (Intakes/Turbos/ECU Tuners/Superchargers). Its NAICS code is 33632 and its SIC code is 3670.