Seats
Seats Incorporated is a Wisconsin-based manufacturer of specialized vehicle seating for on-highway trucking, off-highway equipment, military, emergency 911, rail, marine, school bus, and turf applications, distributing through a US dealer network and operating seven facilities in the US and Mexico.
- Company typePrivate
- Founded1952
- HeadquartersReedsburg, United States
- Headcount251–500
- GTM typeB2B
- OfferingHardware or Manufacturing
What Seats does
Seats Incorporated is a Wisconsin-based manufacturer of specialized vehicle seating founded in 1952 by W. R. Sauey. The company produces seats for operators across more than eight distinct vehicle categories, including over-the-highway semi-tractors, off-highway construction and earth-moving equipment, military land and marine vehicles, emergency 911 first responder vehicles, locomotives and light rail, school buses, marine vessels, and professional turf and agricultural equipment. Seats operates through an authorized dealer network segmented by vertical (On Highway, Off Highway, Emergency 911, Marine) and is a privately held subsidiary of Nordic Group of Companies, Ltd., headquartered in Baraboo, WI.
The company's product portfolio is organized into named series — Pinnacle, Legacy, and Heritage for On Highway; Magnum 100 and 200 for School Bus; XL, Battalion, and Universal for Emergency 911; EVC and Wall Mount for Locomotive; and Tactical, Suspension, Wall Mount, and Blast Mitigating for Military — supplemented by accessories such as the COVERALLs seat-cover line and the online Custom Seat Builder configurator. Technical differentiation rests on the proprietary Elastomeric Vibration Control (EVC) Cushion Comfort System, in-house testing capabilities, and ISO 9001:2015-certified quality processes. Manufacturing spans seven facilities across Reedsburg and Richland Center, WI; Spring Hill, KS; Chariton, IA; Laredo, TX; and Saltillo, Mexico, with more than 600,000 square feet of combined manufacturing and tooling footprint and over 1,000 employees.
Revenue is generated primarily through hardware sales via the dealer network under quote-based, non-publicly-disclosed pricing. Adjacent revenue includes contract manufacturing of low-speed electric vehicles for affiliated company Columbia Vehicle Group, Inc. Distribution is channel-partner-led through authorized dealers, with B2B supplier and dealer login portals supporting direct account management. The go-to-market motion is sales-led, anchored by the company's dealer locator, downloadable vertical-specific brochures, and a presence on Facebook and LinkedIn.
Seats firmographics
Firmographics- Name
- Seats
- Legal name
- Seats Incorporated
- Website
- https://seatsinc.com
- Company type
- Private
- Founded year
- 1952
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Seats Incorporated is a Wisconsin-based manufacturer of specialized vehicle seating for on-highway trucking, off-highway equipment, military, emergency 911, rail, marine, school bus, and turf applications, distributing through a US dealer network and operating seven facilities in the US and Mexico.
- Ownership category
- akta.pro rank
Seats industry classification
Industry- Product category
- Commercial Vehicle Seating
- NAICS
- Motor Vehicle Seating and Interior Trim Manufacturing (33636)
- SIC
- Motor Vehicle Parts & Accessories (3714)
- akta.pro primary industry
- Automotive Seating Systems Manufacturing (Frames/Mechanisms/Foam/Complete Seats) (IMACAKAA)
Keywords
Where Seats is headquartered
LocationHeadquarters
- HQ city
- Reedsburg
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
Seats business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Vehicle Seating Products: Seats Inc manufactures and sells seating products for operators of vehicles with wheels or tracks, including industrial trucks, semi-tractors, off-highway equipment, military vehicles, emergency vehicles, and more. Revenue is generated through direct sales of seats and accessories to dealers and end customers.
- COVERALLs Seat Covers: Sale of protective seat covers (COVERALLs brand) that extend seat life and add functionality. Available in various colors (Black/Black, Black/Blue, Black/Mocha, Black/Gray) for highback and mid-highback seats.
- Low-Speed Electric Vehicles: Manufacturing of low-speed electric vehicles for related company Columbia Vehicle Group, Inc.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Dealer network pricing - quote based |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels3 records
Seats product offering
Product offeringCore offering
Seats Incorporated manufactures and sells vehicle seating products and accessories for commercial trucks, off-highway equipment, military vehicles, emergency vehicles, marine vessels, school buses, locomotives/light rail, and turf care equipment. The company operates as a subsidiary of Nordic Group of Companies, Ltd., with manufacturing facilities in the United States and international locations, distributing through an authorized dealer network.
Product overview
Seats Incorporated is a Wisconsin-based manufacturer of vehicle seating and accessories for operators across diverse industries. The company operates as a single unified product portfolio centered on custom vehicle seats, organized into distinct product lines serving On Highway (trucking), Turf (grounds care), Emergency 911 (first responder vehicles), Off Highway (construction/earth moving), Locomotive & Light Rail (rail transit), Military (defense vehicles), Marine (boats/vessels), and School Bus applications. Within these lines, Seats offers multiple seat series and models (such as Pinnacle, Legacy, and Heritage for On Highway; Magnum 100/200 for School Bus; XL, Battalion, and Universal for Emergency 911) alongside accessory products like COVERALLs seat covers and the Seat Builder customization tool. The portfolio ranges from premium ergonomic seats to economical options, with specialized solutions for refuse trucks (3R-PRO), military blast protection, and marine environments.
Differentiator
Problem solved
Functional benefit
Products and services
- On-Highway Truck Seating Ergonomic and durable seating solutions for over-the-road commercial trucks and long-haul fleet operators. Includes series such as Pinnacle, Legacy, and Heritage for driver comfort and fleet durability.
- Off-Highway Equipment Seating Operator seating for construction, agricultural, and industrial off-highway equipment, designed for vibration mitigation and extended shift comfort.
- Military Vehicle Seating Ruggedized, mission-specific seating for military and tactical vehicles, engineered to meet defense specifications and extreme operating conditions.
- Emergency 911 Vehicle Seating Specialized seating for fire trucks, ambulances, and other emergency response vehicles, including XL Series, Battalion Series, and Universal Series offerings.
- Marine Seating Corrosion-resistant helm chairs and operator seating for recreational and commercial marine vessels, including the XL Captain's Helm Chair.
- School Bus Seating Driver and passenger seating products for school buses, including Magnum 100 and Magnum 200 series, designed to meet student transportation safety requirements.
- Locomotive & Light Rail Seating Operator seating for locomotives and light rail applications, including EVC Series and Wall Mount Series products incorporating cushion comfort technology.
- Turf Care Equipment Seating Seating products for turf care and grounds maintenance equipment, focused on outdoor operating durability and operator comfort.
- COVERALLs Seat Covers Protective seat covers and accessories designed to extend the service life of vehicle seats across the company's product lines.
- 3R-PRO Seating A durable, customizable seating offering for commercial vehicles emphasizing replacement, refurbishment, and upgrade applications.
Quantifiable outcome
- 70+ years of seating manufacturing experience since 1952
- +1 more outcomes
Companies that use Seats
Customer profileNamed customers8 records
Segments8 records
Ideal customer profiles6 records
Seats technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Seats partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Columbia Vehicle Group, Inc.coreRelated company for which Seats Inc manufactures low-speed electric vehicles. This is an affiliated company within the Nordic Group of Companies structure.
Scale indicators4 records
Recent moves10 records
Expansion highlights4 records
Seats competitors and assessment
Company assessmentDirect peers
- Grammer AG: German-listed global supplier of commercial vehicle and off-highway seating; competes directly with Seats Inc in trucking, agricultural, and construction-equipment seating with comparable vibration-control technologies and broader geographic reach.
- ISRI: German commercial vehicle seat manufacturer with strong presence in European truck OEM seating; comparable in scale and product scope to Seats Inc in heavy-truck seating and competing for similar OEM platform slots.
- Commercial Vehicle Group: Public US manufacturer (NASDAQ: CVGI) of commercial vehicle seating, trim, and cab systems; serves the same on-highway, off-highway, military, and rail end markets as Seats Inc with overlapping product portfolios and a similar specialty-seating positioning.
- Knoedler: US specialty seat manufacturer focused on fire trucks, emergency vehicles, and other heavy-duty applications; competes head-to-head with Seats Inc's Emergency 911 and specialty vehicle product lines and is listed as a competing brand in Seats Inc's own COVERALLs compatibility documentation.
- Bridgewater Whiting: US manufacturer of marine and specialty seating; comparable to Seats Inc's marine product line with overlapping vessel-seating capabilities, channels, and US-made manufacturing positioning.
Broad incumbents
- Adient: World's largest pure-play automotive seating supplier spun off from Johnson Controls; competes with Seats Inc primarily where commercial-vehicle OEMs overlap with passenger-car seating platforms and where tier-1 consolidation reshapes supplier rosters.
- Magna International: Global automotive supplier with a seating and complete-vehicle division; broader scope than Seats Inc but engages in commercial and specialty vehicle seating programs where the two compete for OEM business.
- Lear Corporation: Major tier-1 supplier of automotive seating and electrical systems; primarily serves passenger-vehicle OEMs but engages in commercial-vehicle programs where it competes with Seats Inc for seating content per vehicle.
- Toyota Boshoku: Japanese tier-1 automotive seat and interior supplier affiliated with the Toyota Group; broader portfolio than Seats Inc but competes in commercial and industrial vehicle seating segments globally.
- Faurecia: Global tier-1 automotive seating and interiors supplier with substantially greater scale; serves light-vehicle OEMs primarily but overlaps with Seats Inc in commercial vehicle and heavy-truck seating programs where they compete for OEM slots.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Seats social profiles
Digital presenceSeats compliance and trust
Trust signalCompliance1 record
Seats financial estimates
Financial estimateRevenue estimate
Valuation estimate
Seats leadership team
Management profileNumber of profiles
Seats funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Seats 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 Seats
What does Seats do?
Seats Incorporated manufactures and sells vehicle seating products and accessories for commercial trucks, off-highway equipment, military vehicles, emergency vehicles, marine vessels, school buses, locomotives/light rail, and turf care equipment. The company operates as a subsidiary of Nordic Group of Companies, Ltd., with manufacturing facilities in the United States and international locations, distributing through an authorized dealer network.
Is Seats a public or private company?
Seats is a private company. It is classified as corporate owned and is currently operating.
When was Seats founded?
Seats was founded in 1952. It employs 251 to 500 people.
Where is Seats based?
Seats is headquartered in Reedsburg, United States, in the North America region.
How does Seats make money?
Three revenue lines are on record. Vehicle Seating Products are the primary driver. The others are COVERALLs Seat Covers and low-Speed Electric Vehicles.
Who are Seats's main competitors?
Direct peers on record are Grammer AG, ISRI, Commercial Vehicle Group, Knoedler and Bridgewater Whiting. Broad incumbents are Adient, Magna International, Lear Corporation, Toyota Boshoku and Faurecia.
Does Seats have an API?
No public API is recorded for Seats.
What industry is Seats in?
Seats's product category is Commercial Vehicle Seating. Its primary akta.pro industry code is IMACAKAA, Automotive Seating Systems Manufacturing (Frames/Mechanisms/Foam/Complete Seats). Its NAICS code is 33636 and its SIC code is 3714.