Nivel
Nivel is a global manufacturer and distributor of aftermarket parts and accessories for personal transportation vehicles, off-road vehicles, heavy-duty equipment, and automotive applications, serving thousands of dealers and consumers across 120+ countries via a 100,000+ SKU multi-brand catalog.
- Company typePrivate
- Founded1968
- HeadquartersJacksonville, United States
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Nivel does
Nivel is a global manufacturer, distributor, and seller of aftermarket parts and accessories for niche vehicles and heavy-duty equipment. The company operates through four divisions — Specialty Vehicles (covering Personal Transportation Vehicles and Off Road Vehicles), Heavy Duty, Automotive, and Manufacturing — and serves thousands of dealers, distributors, and consumers in the U.S. and 120+ international markets. Its catalog spans more than 100,000 SKUs across proprietary and acquired brands including MadJax, GTW, Jake's, Red Dot, Seizmik, High Lifter, EPI Performance, Reliance, and Pacific Rim & Trim, with 100+ new products introduced annually by in-house R&D teams. The company runs five strategically placed distribution and manufacturing centers that support 98% same-day shipping, and operates a 110,000 sq ft CNC-equipped manufacturing facility in Cairo, GA producing made-in-the-USA parts.
Nivel makes money primarily through B2B wholesale of aftermarket hardware to dealer and distributor networks, complemented by direct-to-consumer e-commerce through owned retail platforms including Buggies Unlimited, Side By Side Stuff, and Performance Plus Carts. Pricing is dealer-oriented and quote-based rather than publicly listed, and the company has executed 20+ strategic acquisitions since 2005 to consolidate brands, expand product categories, and add distribution capabilities. Recent inorganic moves include entry into adjacent product lines such as lithium battery technology (Bolt Energy USA, 2025) and vertical integration into finished vehicles (MadJax XSeries Storm, 2022). With 501-1,000 employees and a sourcing network of 400+ global suppliers built over 20 years, Nivel generates revenue through volume distribution across fragmented end-markets rather than concentrated enterprise contracts.
Nivel firmographics
Firmographics- Name
- Nivel
- Legal name
- Nivel Parts & Manufacturing Co., LLC
- Website
- https://nivel.com
- Company type
- Private
- Founded year
- 1968
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Nivel is a global manufacturer and distributor of aftermarket parts and accessories for personal transportation vehicles, off-road vehicles, heavy-duty equipment, and automotive applications, serving thousands of dealers and consumers across 120+ countries via a 100,000+ SKU multi-brand catalog.
- Ownership category
- akta.pro rank
Nivel industry classification
Industry- Product category
- Aftermarket Vehicle Parts & Accessories
- NAICS
- Motor Vehicle Parts Manufacturing (3363), Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (33633), Motor Vehicle Brake System Manufacturing (336340), Motor Vehicle Electrical and Electronic Equipment Manufacturing (33632)
- SIC
- Motor Vehicle Parts & Accessories (3714), Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010), Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- Motorcycle, powersports & ATV parts and accessories distribution (CRAOANAK)
- akta.pro secondary industries
- Aftermarket Suspension & Steering Components Manufacturing (Shocks/Struts/Bushings/Tie Rods) (IMACANAC), Aftermarket Wheels, Tires & TPMS Accessories Manufacturing (Rims/Spacers/Valve Stems/TPMS Sensors) (IMACANAF), Aftermarket Drivetrain & Powertrain Components Manufacturing (Clutches/CV Axles/Alternators/Starters) (IMACANAD), Wheels, Tires, Brakes & Suspension Components Manufacturing (IMACAOAH)
Keywords
Where Nivel is headquartered
LocationHeadquarters
- HQ city
- Jacksonville
- HQ country
- United States
- HQ region
- North America
Offices8 records
Markets served
Nivel business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Aftermarket Parts and Accessories Sales: Nivel generates revenue through manufacturing, distributing, and selling aftermarket parts and accessories for niche vehicles and heavy-duty equipment. The company serves dealers, distributors, and consumers with over 100,000 parts and accessories.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | B2B dealer pricing through distributor network |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels4 records
Nivel product offering
Product offeringCore offering
Nivel manufactures, distributes, and sells aftermarket parts and accessories for niche vehicles (Personal Transportation Vehicles, Off-Road Vehicles) and heavy-duty equipment. The company operates four divisions — Specialty Vehicles (PTV/ORV), Heavy Duty, Automotive, and Manufacturing — offering more than 100,000 SKUs across owned brands such as MadJax, GTW, Jake's, Red Dot, Seizmik, High Lifter, EPI Performance, Reliance, and Pacific Rim & Trim, sold through B2B dealer/distributor networks and B2C e-commerce platforms.
Product overview
Nivel is a global manufacturer, distributor, and seller of aftermarket parts and accessories for niche vehicles and heavy-duty equipment. The company operates through four divisions: Specialty Vehicles (encompassing PTV and ORV), Heavy Duty, Automotive, and Manufacturing. Nivel's product portfolio includes house brands like MadJax (premium PTV accessories), GTW, Jake's, and Red Dot for Personal Transportation Vehicles; EPI Performance, Snorkel Your ATV, Seizmik, High Lifter, Falcon Ridge, System 3 Off-Road, and Side By Side Stuff for Off Road Vehicles; Reliance, RF Engine, and AgKits for Heavy Duty applications; and Pacific Rim & Trim for Automotive. The company has completed over 20 strategic acquisitions including Buggies Unlimited (2008), MadJax (2015), High Lifter (2021), Snorkel Your ATV (2022), and Bolt Energy USA (2025) to expand market share and product offerings. With access to over 100,000 parts and accessories, Nivel serves thousands of dealers, distributors, and consumers through its extensive distribution network spanning the U.S. and international markets.
Differentiator
Problem solved
Functional benefit
Brands
- MadJax: Premium PTV brand specializing in innovative accessories for golf cars. Founded in 2009 in Cairo, GA, acquired by Nivel in 2015.
- GTW
- Jake's
- Red Dot
- Buggies Unlimited
- Reliance
- RF Engine
- AgKits
- Pacific Rim & Trim
- Seizmik
- High Lifter
- Side By Side Stuff
- Octane Ridge
- Falcon Ridge
- EPI Performance
- System 3 Off-Road
- Snorkel Your ATV
Products and services
- MadJax
Quantifiable outcome
- Same-day shipping for 98% of orders
- +2 more outcomes
Companies that use Nivel
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles4 records
Nivel technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Nivel partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ChilewichminorNivel partnered with Chilewich, a world leader in performance textiles, to launch designer golf car floor mats. The partnership combines Chilewich's innovative weaves and distinctive color palette with proven durability and easy maintenance. Floor mats were launched in March 2020 to fit various golf car models including Yamaha Drive and Drive2, Club Car Precedent, Onward, and Tempo as well as E-Z-GO TXT.
Scale indicators11 records
Recent moves12 records
Expansion highlights5 records
Nivel competitors and assessment
Company assessmentDirect peers
- QuadBoss: Aftermarket brand specializing in UTV/ATV parts, accessories, and tires distributed through powersports dealers. Comparable in product mix and channel to Nivel's off-road sub-brands, particularly System 3 Off-Road and EPI Performance.
- Kimpex: Canadian distributor of powersports parts, accessories, and clothing for ATV, snowmobile, motorcycle, and marine dealers. Comparable to Nivel in business model (multi-brand distributor/manufacturer to dealer network) with overlapping UTV/ATV and PTV categories.
- Western Power Sports (WPS): Boise, ID-based wholesale distributor of powersports parts, accessories, and apparel to dealers nationwide. WPS is a direct peer in UTV/ATV aftermarket distribution and is the exclusive distributor for several brands Nivel also carries (e.g., System 3 Off-Road).
- SuperATV: Direct-to-consumer and dealer-channel manufacturer of aftermarket UTV/ATV parts (lift kits, axles, suspension, windshields, doors). Highly comparable to Nivel's Jake's, High Lifter, and EPI sub-brands in product category and customer base.
- Tucker Rocky / Parts Unlimited: Largest North American distributor of powersports parts and accessories to dealers, serving V-Twin, metric, UTV/ATV, and snow segments. Operates the BikeBandit and Parts Unlimited retail platforms and competes directly with Nivel in UTV/ATV wholesale distribution.
- Club Car (Platinum Equity): Major OEM of golf cars and PTVs and direct competitor to the vehicle platforms that Nivel's MadJax, GTW, Red Dot, and Jake's brands customize. Represents both a customer relationship (PTV parts installer base) and a competitive threat (OEM-direct accessories).
Broad incumbents
- Genuine Parts Company (NAPA Auto Parts): Largest automotive aftermarket parts distributor in North America through NAPA. Overlaps with Nivel's Automotive division (Pacific Rim & Trim) and Heavy Duty division (Reliance, AgKits) in the broader vehicle aftermarket distribution space.
- BRP Inc. (Bombardier Recreational Products): Canadian OEM of Can-Am UTVs/ATVs, Ski-Doo, Sea-Doo, and Lynx with a significant proprietary aftermarket parts and accessories business. Competes with Nivel in UTV/ATV performance and lifestyle accessories across its global dealer network.
- Fox Factory: Designer and manufacturer of high-performance suspension products for powersports, automotive, and mountain biking. Competes with Nivel's Jake's lift kit and High Lifter suspension brands in the UTV performance aftermarket.
- Polaris Inc. Major powersports OEM (Ranger UTVs, RZR, Sportsman ATVs, GEM PTVs) with a sizable Parts, Garments & Accessories (PG&A) business. Polaris's PG&A division competes with Nivel's portfolio of aftermarket brands and was previously led by Nivel's President of HD & Auto, Ross Clifford.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Nivel social profiles
Digital presenceNivel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Nivel leadership team
Management profileNumber of profiles
Profiles12 records
Nivel subsidiaries and ownership
Company hierarchySubsidiaries20 records
Nivel funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Nivel 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 Nivel
What does Nivel do?
Nivel manufactures, distributes, and sells aftermarket parts and accessories for niche vehicles (Personal Transportation Vehicles, Off-Road Vehicles) and heavy-duty equipment. The company operates four divisions — Specialty Vehicles (PTV/ORV), Heavy Duty, Automotive, and Manufacturing — offering more than 100,000 SKUs across owned brands such as MadJax, GTW, Jake's, Red Dot, Seizmik, High Lifter, EPI Performance, Reliance, and Pacific Rim & Trim, sold through B2B dealer/distributor networks and B2C e-commerce platforms.
Is Nivel a public or private company?
Nivel is a private company. It is classified as management employee owned and is currently operating.
When was Nivel founded?
Nivel was founded in 1968. It employs 501 to 1,000 people.
Where is Nivel based?
Nivel is headquartered in Jacksonville, United States, in the North America region.
How does Nivel make money?
One revenue line is on record: aftermarket Parts and Accessories Sales.
Who are Nivel's main competitors?
Direct peers on record are QuadBoss, Kimpex, Western Power Sports (WPS), SuperATV, Tucker Rocky / Parts Unlimited and Club Car (Platinum Equity). Broad incumbents are Genuine Parts Company (NAPA Auto Parts), BRP Inc. (Bombardier Recreational Products), Fox Factory and Polaris Inc..
Does Nivel have an API?
No public API is recorded for Nivel.
What industry is Nivel in?
Nivel's product category is Aftermarket Vehicle Parts & Accessories. Its primary akta.pro industry code is CRAOANAK, Motorcycle, powersports & ATV parts and accessories distribution, with a secondary code of IMACANAC, Aftermarket Suspension & Steering Components Manufacturing (Shocks/Struts/Bushings/Tie Rods). Its NAICS code is 3363 and its SIC code is 3714.