What ididit does

ididit, founded in 1986 by Ken and Jane Callison and operating as ididit, LLC from Tecumseh, Michigan, is a privately held aftermarket automotive steering column manufacturer. The company designs, engineers, and produces four core product lines — Universal, Retrofit, Commercial, and Performance columns — plus a comprehensive accessories portfolio that includes steering wheels, adaptors, horn kits, installation kits, shift indicators, quick-release hubs, and modern ignition systems. Technical differentiators include a market-only 8-position tilt mechanism, Delrin shear-pin collapsible shafts exceeding 7 inches of impact collapsibility, SEER (Smart Entry Exit Recognition) proximity-based ignition technology co-developed with VAIS Technologies, and lightweight Pro-Fab/Pro-Lite performance columns achieving up to 16-pound weight savings over factory units. All products are manufactured at the company's 32,000 sq ft ISO 9001:2015-certified facility in Tecumseh; the 2018 acquisition of Schroeder Steering added quick-release hub and steering box manufacturing capability plus 75 years of accumulated process knowledge.

The company sells primarily through a network of hundreds of dealers across the US, Canada, and international markets (reaching five continents), supported by a direct e-commerce storefront with drop-ship capability and direct engagement at industry events such as SEMA, NSRA, and Goodguys Nationals, plus ididit's own annual Car Show & Open House in Tecumseh. Customer segments span DIY hobbyists and professional hot rod/street rod builders (Ringbrothers, Kindig-it Design, Roy Brizio Street Rods, Johnson's Hot Rod Shop, Greening Auto Company, POSIES, Rods by Reid), muscle car restorers, racers and performance builders, and specialty vehicle OEMs in commercial/utility segments (golf carts, UTV/ATV, tow vehicles, driving simulators, electric vehicles). Revenue is generated through one-time hardware sales of steering columns and accessories, with custom orders requiring full prepayment prior to production.

ididit is ISO 9001:2015 certified, earned the 2016 SEMA Best New Street Rod/Custom Car Product award and the 2016 NSRA Best New Product ($201-$1,000) award, and is led by founders Ken and Jane Callison alongside General Manager Bud Keating with a team of 11-50 employees. The company remains privately held with no disclosed institutional funding or parent company.

Name

ididit

Legal name

ididit, LLC

Website

https://ididitinc.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

ididit, founded in 1986 in Tecumseh, Michigan, designs and manufactures aftermarket steering columns for hot rods, muscle cars, race vehicles, and specialty commercial applications, distributing through hundreds of US and international dealers.

Ownership category

akta.pro rank

Headquarters

HQ city

Tecumseh

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Steering Columns: Primary revenue from manufacturing and selling custom steering columns across Universal, Retrofit, Commercial, and Performance product lines
2. Accessories and Add-ons: Revenue from steering wheels, adaptors, horn kits, installation kits, cruise control, shift indicators, and other column add-ons
3. Custom Orders: Custom-built steering columns to exact customer specifications requiring full payment before manufacturing, non-cancellable once released to production

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

ididit manufactures custom aftermarket steering columns for hot rods, muscle cars, race cars, and specialty/commercial vehicles. Its product portfolio spans four column lines (Universal, Retrofit, Commercial, Performance) plus a full accessories line including ignition systems, EPAS power steering, quick-release hubs, mounts, adaptors, and installation hardware, all designed and produced in Tecumseh, Michigan.

Product overview

ididit is a manufacturer of custom steering columns and related automotive accessories serving the hot rod, muscle car, racing, and commercial vehicle markets. The product portfolio comprises four core steering column lines (Universal, Retrofit, Commercial, and Performance), supplemented by comprehensive accessories and add-on systems. Universal columns are sold by length for custom builds without vehicle-specific applications. Retrofit columns are vehicle-specific designs that bolt into original mounting positions without modification. Commercial columns serve specialty applications including golf carts and industrial vehicles. Performance columns (Pro-Fab, Pro-Lite) are lightweight racing solutions. The accessory portfolio includes ignition systems (id.CLASSIC, id.PUSH, id.TOUCH), EPAS electric power steering, quick-release hubs, dash mounts, and mounting hardware. All products are manufactured in Tecumseh, Michigan with ISO 9001:2015 quality certification.

Differentiator

Problem solved

Functional benefit

Products and services

• Universal Steering Columns
• Retrofit Steering Columns
• Commercial Steering Columns
• Performance Steering Columns
• Steering Column Accessories
• EPAS - Electric Power Steering Assist
• id.IGNITION Systems

Quantifiable outcome

• ididit collapsible columns collapse over 7 inches under impact testing (75-lb weight from 15 feet)
• +2 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• Schroeder SteeringcoreOEM/ Whitelabel/ Licensing Partner · 1 January 2018ididit, LLC purchased Schroeder Steering in early 2018, acquiring all inventory, machines, castings, molds, prints, specifications, and original tooling along with 75 years of manufacturing knowledge. ididit received full authorization to continue production of quick-release and steering box products. New SFI-certified IDIDIT Performance Quick Release Steering Hubs are already in production.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• LMC Truck: LMC Truck specializes in restoration and performance parts for classic Chevy and GMC trucks. Their catalog overlaps with ididit's truck-specific retrofit columns (e.g., 1965-1973 Ford 1/2 Ton column shift) and serves a parallel classic vehicle restoration customer.
• American Autowire: American Autowire manufactures wiring harnesses and electrical accessories for classic car restorations. They share ididit's classic car restoration customer base and overlap in ignition and electrical accessory categories where ididit's id.IGNITION systems compete.
• Woody's Hot Rodz: Woody's Hot Rodz produces custom hot rod and street rod components including steering columns and chassis parts. They overlap with ididit in the custom steering column niche but with a smaller catalog focused on specific hot rod applications.
• YearOne: YearOne distributes restoration and performance parts for classic GM, Ford, and Mopar vehicles. They overlap with ididit on the vehicle-specific retrofit column customer base and serve as both a competitor and a potential channel partner through their parts catalog.

Broad incumbents

• Edelbrock Group: Edelbrock designs and manufactures performance intake manifolds, cylinder heads, and other engine-related components, and as a portfolio brand under the Edelbrock Group they overlap with ididit's performance aftermarket customer base for street rods and muscle cars.
• Holley Performance Products: Holley is a large performance aftermarket manufacturer and brand house (Holley, MSD, ACCEL, Earl's, etc.) covering fuel, ignition, and accessory systems. As a broader incumbent, they offer competing solutions and have the scale to bundle steering-adjacent accessories into multi-brand performance builds.
• Speedway Motors: Speedway Motors is a broad-line retailer and manufacturer of hot rod, street rod, and racing parts. While not exclusively focused on steering columns, they compete by offering steering components alongside thousands of other parts and have a much larger distribution footprint.

Direct peers

• Flaming River: Flaming River manufactures aftermarket steering columns, universal joints, and related steering components for hot rods, street rods, and custom vehicles. They are one of ididit's closest direct competitors, offering similar tilt columns, collapsible shafts, and vehicle-specific retrofits.
• Borgeson Universal Company: Borgeson manufactures universal joints, steering shafts, and power steering conversion components for classic cars and hot rods. They directly overlap with ididit's u-joint, shafting, and steering column accessory product lines.
• Classic Performance Products (CPP): CPP manufactures steering, suspension, brake, and drivetrain components for classic muscle cars and trucks. They are a direct competitor in the steering and chassis aftermarket for the same vehicle platforms that ididit serves.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/ididitsteering
• Facebookfacebook.com/ididitinc
• Instagraminstagram.com/ididitsteering

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ididit