AutoMeter Products, Inc.
AutoMeter Products, Inc., founded in 1957 in Sycamore, Illinois, manufactures performance and racing automotive gauges, digital dashes, test equipment, dash cams, and infotainment systems for motorsports professionals, classic vehicle restorers, performance enthusiasts, and marine users worldwide.
- Company typePrivate
- Founded1957
- HeadquartersSycamore, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What AutoMeter Products, Inc. does
AutoMeter Products, Inc. is a U.S.-based manufacturer of performance and racing automotive instrumentation founded in 1957 and headquartered at 413 W Elm St., Sycamore, Illinois. The company designs and builds a broad portfolio of analog and digital gauges spanning water temperature, oil pressure, tachometers, speedometers, pyrometers, fuel pressure, fuel level, air-fuel ratio, voltmeters, boost/vacuum, and transmission temperature, organized into multiple branded series (Ultra-Lite, Sport-Comp, Phantom, Cobalt, American Muscle, InVision, Chrono Chrome, Auto Gage, STACK, and officially licensed Ford, GM/Chevy/GMC, Mopar, and Jeep lines). Core technology is rooted in electromechanical gauge engineering, including patented air-core meter movements wound in-house (capable of 0-8,000 RPM sweeps in 333 milliseconds), digital stepper motor drives, mechanical Bourdon tubes, LCD digital dash systems (InVision 8.8-inch), and IP69K-sealed extreme-environment variants; the company is IATF 16949:2016 certified for design and manufacturing.
Beyond gauges, AutoMeter sells professional test equipment (carbon-pile battery testers, BCT-468 wireless system testers, chargers, analyzers), the DashPlay 8-inch Android Auto/Apple CarPlay infotainment receiver, the Guardian 360 4-channel dash cam, the DashLink II OBDII-based virtual dashboard system, and direct-fit mounting kits for specific vehicle generations. Revenue is generated through direct e-commerce at autometer.com, an authorized dealer network, international shipping, and licensing royalty arrangements with Ford, GM, and Stellantis; unit prices range from sub-$50 individual gauges to over $1,400 complete digital dash kits, with Affirm financing available on higher-AVg purchases. The customer base is fragmented across motorsports professionals, classic vehicle restorers, performance enthusiasts, professional service technicians, and marine users — predominantly SMB and individual buyers. Jeffrey King serves as President and CEO; the company is privately held with no disclosed parent, funding rounds, or M&A activity in the source data.
AutoMeter Products, Inc. firmographics
Firmographics- Name
- AutoMeter Products, Inc.
- Legal name
- Auto Meter Products
- Website
- https://autometer.com
- Company type
- Private
- Founded year
- 1957
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- AutoMeter Products, Inc., founded in 1957 in Sycamore, Illinois, manufactures performance and racing automotive gauges, digital dashes, test equipment, dash cams, and infotainment systems for motorsports professionals, classic vehicle restorers, performance enthusiasts, and marine users worldwide.
- Ownership category
- akta.pro rank
AutoMeter Products, Inc. industry classification
Industry- Product category
- Performance Automotive Instrumentation
- NAICS
- Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451), Motor Vehicle Electrical and Electronic Equipment Manufacturing (336320)
- SIC
- Industrial Instruments For Measurement, Display, And Control (3823)
- akta.pro primary industry
- Passenger Vehicle Electrical & Electronics Manufacturing (ICE) (IMACAAAK)
- akta.pro secondary industry
- Automotive Infotainment, Telematics & Connectivity Hardware Manufacturing (TCU/V2X/GNSS) (IMACAJAH)
Keywords
Where AutoMeter Products, Inc. is headquartered
LocationHeadquarters
- HQ city
- Sycamore
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
AutoMeter Products, Inc. business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Hardware Sales - Performance Gauges: Primary revenue from selling analog and digital performance gauges for automotive, motorcycle, marine, and racing applications. Products range from individual gauges to complete dashboard kits.
- Test Equipment Sales: Battery testers, electrical system analyzers, battery chargers, and diagnostic equipment for professional and consumer use.
- Connected Car & Dash Cam Products: DashPlay connected car systems and Guardian dash cams provide additional hardware revenue streams.
- Accessories & Apparel: Decals, hats, shirts, hoodies, and other branded merchandise.
- Licensing Revenue: Officially licensed gauge products for Ford, Chevy, Mopar, and Jeep branded with manufacturer trademarks.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | InVision Digital Dash Kit - $1,444.44 |
| Unit Pricing | Pay-as-you-go | DashPlay Connected Car System - $383.61 |
| Unit Pricing | Pay-as-you-go | Guardian 360 Dash Cam - $230.33 |
| Unit Pricing | Pay-as-you-go | Chrono Chrome Gauge Kits - $696.99 to $1,790.34 |
| Unit Pricing | Pay-as-you-go | Water Temperature Gauges - $48.16 to $261.99 |
| Unit Pricing | Pay-as-you-go | Apparel and Accessories - $0.99 to $62.31 |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
AutoMeter Products, Inc. product offering
Product offeringCore offering
AutoMeter designs, manufactures, and sells performance automotive instrumentation including analog and digital gauges (water temperature, oil pressure, tachometers, speedometers, pyrometer, fuel level, air-fuel ratio, boost, voltmeters), digital dash systems (InVision LCD dash), connected car infotainment (DashPlay with Apple CarPlay/Android Auto), dash cameras (Guardian 360), professional battery and electrical test/charging equipment, and OBDII-based data acquisition devices. The company also produces officially licensed gauges for Ford, Chevy, GMC, Mopar, and Jeep, plus branded apparel and accessories.
Product overview
AutoMeter Products, Inc. is a manufacturer of performance automotive instrumentation and test equipment founded in 1957 and headquartered in Sycamore, Illinois. The company offers a broad portfolio of gauge products organized into multiple branded series (Ultra-Lite, Sport-Comp, Phantom, Cobalt, American Muscle, Chrono Chrome, InVision Digital Dash, and value-oriented Auto Gage and STACK sub-brands), covering gauge types including Water Temp, Oil PSI, Tachometers, Speedometers, Pyrometer/EGT, Fuel Pressure, Fuel Level, Air-Fuel Ratio, Voltmeter, Boost/Vac, and more. Beyond gauges, the product ecosystem includes mounting solutions (Direct Fit and Universal), data acquisition hardware (playback devices, configurable displays, sensors), test equipment (battery testers, chargers, analyzers), the DashPlay connected car infotainment system with Apple CarPlay/Android Auto, Guardian 360 dash cams, and the DashLink II OBDII-based virtual dashboard system. AutoMeter also produces officially licensed gauges for Ford, Chevrolet, GMC, and Mopar. The company holds IATF 16949 certification for quality management.
Differentiator
Problem solved
Functional benefit
Products and services
- Performance Gauges
Quantifiable outcome
- Air core meter movement can move needle from 0-8,000 RPM in 333 milliseconds
- +1 more outcomes
Companies that use AutoMeter Products, Inc.
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles4 records
AutoMeter Products, Inc. technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature7 records
AutoMeter Products, Inc. partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered secondary.
- HoonigansecondaryCollaborative gauge line with Hoonigan Industries featuring unique cosmetics including matte black dials, stencil font, and satin silver bezels. Inspired by Ken Block's Hoonicorn RTR project.
- FiTechsecondaryCAN-enabled gauges that integrate directly with FiTech electronic fuel injection systems through plug-and-play connections.
- HolleysecondaryEFI CAN Bridge product enables integration of AutoMeter gauges with Holley Dominator, Terminator, and Sniper systems.
- STACKsecondarySTACK brand professional gauges distributed through AutoMeter, including Pro Stepper Motor and Pro Control series for precision applications.
Scale indicators3 records
Recent moves6 records
Expansion highlights7 records
AutoMeter Products, Inc. competitors and assessment
Company assessmentDirect peers
- Holley Performance Products: Holley is a leading aftermarket performance automotive brand with a broad portfolio of EFI systems, gauges, and accessories. Both companies target the same enthusiast customer base, and Holley's EFI integration products directly interface with AutoMeter gauges via the EFI CAN Bridge partnership.
- Dakota Digital: Dakota Digital specializes in digital instrument systems and gauge retrofit kits for classic American cars and hot rods. It directly competes with AutoMeter's InVision digital dash line and officially licensed gauge offerings in the classic vehicle restoration segment.
- AEM Performance Electronics: AEM manufactures performance electronic gauges, data acquisition systems, and engine management products for the aftermarket. Both companies serve racing and performance enthusiasts with precision instrumentation and integrated EFI solutions.
- Classic Instruments: Classic Instruments designs and manufactures direct-fit gauge packages and retro-style instrument clusters for classic cars and trucks. It competes most directly with AutoMeter's officially licensed and direct-fit classic vehicle gauge lines (e.g., 67–72 Chevy C-10 kits).
- AiM Sports: AiM Sports produces motorsport-grade digital displays, data loggers, and dash loggers used in professional racing. It competes with AutoMeter's higher-end gauge and data acquisition offerings in the professional motorsports segment.
- Edge Products: Edge Products manufactures aftermarket performance electronics including tuners, monitors, and digital gauges for diesel and gas trucks. It overlaps with AutoMeter in performance vehicle instrumentation and shares the enthusiast truck/SUV customer base.
- Aeromotive: Aeromotive designs and manufactures high-performance fuel system components and related gauges. It serves the same racing and performance aftermarket customer base as AutoMeter, with some overlapping product categories in fuel pressure and related instrumentation.
Broad incumbents
- MSD Performance: MSD Performance is an established aftermarket performance brand with a broader ignition, fuel, and electronics portfolio. While it overlaps with AutoMeter in performance electronics, MSD's offering is wider and not specialized in instrumentation.
- Bosch Mobility Solutions: Bosch is a global Tier-1 automotive supplier with broad electronics, sensor, and connected-vehicle portfolios. While not an aftermarket specialist, Bosch supplies instrumentation components and platforms that overlap with AutoMeter's gauge and infotainment categories.
- Pioneer Electronics (Car Division): Pioneer's car electronics division produces aftermarket infotainment head units with Apple CarPlay/Android Auto, directly competing with AutoMeter's DashPlay connected car system in the in-dash receiver category.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
AutoMeter Products, Inc. social profiles
Digital presenceAutoMeter Products, Inc. compliance and trust
Trust signalCompliance1 record
AutoMeter Products, Inc. financial estimates
Financial estimateRevenue estimate
Valuation estimate
AutoMeter Products, Inc. leadership team
Management profileNumber of profiles
Profiles1 record
AutoMeter Products, Inc. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AutoMeter Products, Inc. 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 AutoMeter Products, Inc.
What does AutoMeter Products, Inc. do?
AutoMeter designs, manufactures, and sells performance automotive instrumentation including analog and digital gauges (water temperature, oil pressure, tachometers, speedometers, pyrometer, fuel level, air-fuel ratio, boost, voltmeters), digital dash systems (InVision LCD dash), connected car infotainment (DashPlay with Apple CarPlay/Android Auto), dash cameras (Guardian 360), professional battery and electrical test/charging equipment, and OBDII-based data acquisition devices. The company also produces officially licensed gauges for Ford, Chevy, GMC, Mopar, and Jeep, plus branded apparel and accessories.
Is AutoMeter Products, Inc. a public or private company?
AutoMeter Products, Inc. is a private company. It is classified as unknown and is currently operating.
When was AutoMeter Products, Inc. founded?
AutoMeter Products, Inc. was founded in 1957. It employs 51 to 100 people.
Where is AutoMeter Products, Inc. based?
AutoMeter Products, Inc. is headquartered in Sycamore, United States, in the North America region.
How does AutoMeter Products, Inc. make money?
Five revenue lines are on record. Hardware Sales - Performance Gauges are the primary driver. The others are test Equipment Sales, connected Car & Dash Cam Products, accessories & Apparel and licensing Revenue.
Who are AutoMeter Products, Inc.'s main competitors?
Direct peers on record are Holley Performance Products, Dakota Digital, AEM Performance Electronics, Classic Instruments, AiM Sports, Edge Products and Aeromotive. Broad incumbents are MSD Performance, Bosch Mobility Solutions and Pioneer Electronics (Car Division).
Does AutoMeter Products, Inc. have an API?
No public API is recorded for AutoMeter Products, Inc..
What industry is AutoMeter Products, Inc. in?
AutoMeter Products, Inc.'s product category is Performance Automotive Instrumentation. Its primary akta.pro industry code is IMACAAAK, Passenger Vehicle Electrical & Electronics Manufacturing (ICE), with a secondary code of IMACAJAH, Automotive Infotainment, Telematics & Connectivity Hardware Manufacturing (TCU/V2X/GNSS). Its NAICS code is 33451 and its SIC code is 3823.