Driven Lighting Group
Driven Lighting Group designs, engineers, and retails aftermarket enthusiast automotive lighting products across six proprietary brands (Morimoto, GTR Lighting, Xenon Depot, S-V.4, Profile Performance, Acme) via DTC ecommerce, a global B2B dealer network, and owned enthusiast communities.
- Company typePrivate
- Founded2005
- HeadquartersAtlanta, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Driven Lighting Group does
Driven Lighting Group (DLG) is a digitally native designer and online retailer of aftermarket enthusiast automotive lighting products, founded in 2005 and headquartered in Atlanta, Georgia. The company designs, engineers, and sells proprietary lighting products across six in-house brands — Morimoto, GTR Lighting, Xenon Depot, S-V.4, Profile Performance, and Acme — covering complete assemblies, bulbs, off-road lighting, and accent lighting. DLG also distributes third-party lighting brands including RIGID, Vision X, Philips, OSRAM, Sylvania, KC HiLites, and Diode Dynamics. The technology platform comprises stand-alone brand ecommerce websites, lighting destination websites carrying both DLG and third-party products, and a B2B dealer portal (dlgb2b.com) with live inventory feeds and EDI capability.
DLG generates revenue through two primary channels: direct-to-consumer ecommerce across its portfolio of brand and destination websites, and a B2B dealer/installer program selling at discounted rates under a strict MAP policy. Products are fulfilled through 40 distribution centers worldwide, supporting both DTC and B2B demand. Customer segments include automotive enthusiasts (ranging from casual hobbyists to hardcore custom builders) and authorized installers and dealers. The company also owns the largest online enthusiast communities in automotive lighting — an early-2000s message forum, Facebook's largest lighting enthusiast group, and an authoritative YouTube channel — which function as owned media channels driving top-of-funnel demand. DLG operates as a subsidiary under Hoonigan Industries, which appointed an EVP of Lighting in October 2025 to oversee the platform.
Driven Lighting Group firmographics
Firmographics- Name
- Driven Lighting Group
- Legal name
- Driven Lighting Group
- Website
- https://drivenlightinggroup.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Driven Lighting Group designs, engineers, and retails aftermarket enthusiast automotive lighting products across six proprietary brands (Morimoto, GTR Lighting, Xenon Depot, S-V.4, Profile Performance, Acme) via DTC ecommerce, a global B2B dealer network, and owned enthusiast communities.
- Ownership category
- akta.pro rank
Driven Lighting Group industry classification
Industry- Product category
- Aftermarket Automotive Lighting
- NAICS
- Automotive Parts and Accessories Retailers (44133), Electric Lighting Equipment Manufacturing (33513)
- SIC
- Motor Vehicle Parts & Accessories (3714), Electric Lighting & Wiring Equipment (3640)
- akta.pro primary industry
- Aftermarket Lighting & Visibility Products Manufacturing (Bulbs/LED Kits/Headlamps/Mirrors/Cameras) (IMACANAG)
- akta.pro secondary industry
- Automotive Lighting Systems & Components Manufacturing (LED/Headlamps/Signal/Interior) (IMACAJAF)
Keywords
Where Driven Lighting Group is headquartered
LocationHeadquarters
- HQ city
- Atlanta
- HQ country
- United States
- HQ region
- North America
Markets served
Driven Lighting Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct-to-Consumer (DTC) Ecommerce: DLG sells its proprietary house brands (Morimoto, GTR Lighting, Xenon Depot, S-V.4, Profile Performance, Acme) directly to consumers through stand-alone brand websites and lighting destination websites. Revenue is generated on a one-time product sale basis through online transactions.
- B2B / Dealer / Installer Distribution: DLG sells to authorized installers and resellers through its B2B program, offering manufacturer-direct branded products and third-party brands at discounted rates. The program includes dedicated account management, marketing support, live inventory feeds, and EDI, with products fulfilled through 40 worldwide distribution centers.
Go-to-market motion3 records
Distribution channels2 records
Marketing channels5 records
Driven Lighting Group product offering
Product offeringCore offering
Driven Lighting Group designs, engineers, and retails aftermarket automotive lighting products — including complete assemblies, bulbs, off-road lighting, and accent lighting — under proprietary brands (Morimoto, GTR Lighting, Xenon Depot, S-V.4, Profile Performance, Acme) and through distribution of third-party brands. Products are sold directly to enthusiasts via owned ecommerce websites and to authorized installers and dealers via a B2B program supported by 40 worldwide distribution centers.
Product overview
Driven Lighting Group (DLG) is a portfolio company operating as a designer, marketer, influencer, and online retailer of aftermarket automotive lighting products. The offering consists of owned branded products (Morimoto, GTR Lighting, Xenon Depot, S-V.4, Profile Performance, and Acme) plus third-party brand distribution (RIGID, Vision X, Philips, OSRAM, Sylvania, KC HiLites, Diode Dynamics). Products span complete assemblies, bulbs, off-road lighting, and accent lighting. The portfolio operates through two main channels: a DTC ecommerce platform with multiple brand and destination websites, and a B2B dealer program with live inventory feeds and EDI capability, supported by 40 worldwide distribution centers.
Differentiator
Problem solved
Functional benefit
Brands
- Morimoto: Premium automotive performance lighting brand covering multiple sub-categories with best-in-class products
- GTR Lighting
- Xenon Depot
- S-V.4
- Profile Performance
- Acme
Products and services
- Morimoto Premium automotive performance lighting brand within DLG's portfolio, recognized for best-in-class products across multiple lighting sub-categories and offered with exclusive Morimoto display promotions and advance product notices to B2B partners.
- GTR Lighting Performance lighting brand within DLG's portfolio offering complete assemblies, bulbs, off-road lighting, and accent lighting products designed and engineered in-house.
- Xenon Depot Automotive HID and LED lighting brand within DLG's portfolio, offering replacement bulbs and complete assemblies targeted at performance enthusiasts.
- S-V.4 Performance lighting brand within DLG's portfolio serving the enthusiast market with upgrade and accent lighting solutions.
- Profile Performance Aftermarket automotive lighting brand within DLG's portfolio focused on performance and aesthetic lighting upgrades.
- Acme Automotive lighting brand within DLG's portfolio serving multiple lighting sub-categories.
- DLG B2B Dealer Program Authorized installer and reseller program offering discounted access to DLG's proprietary brands (Morimoto, GTR Lighting, Xenon Depot, S-V.4, Profile Performance, Acme) and third-party brands (RIGID, Vision X, Philips, OSRAM, Sylvania, KC HiLites, Diode Dynamics), supported by dedicated account reps, marketing tools, exclusive Morimoto display promotions, advance product notices, tech support, live inventory feed, and EDI capability.
Companies that use Driven Lighting Group
Customer profileSegments3 records
Ideal customer profiles2 records
Driven Lighting Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Driven Lighting Group partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor.
- RIGIDminorRIGID is a third-party lighting brand available through DLG's B2B dealer program alongside other third-party brands including Vision X, Philips, OSRAM, Sylvania, KC HiLites, and Diode Dynamics.
- Vision XminorVision X is a third-party lighting brand available through DLG's B2B dealer program alongside other third-party brands.
- PhilipsminorPhilips is a third-party lighting brand available through DLG's B2B dealer program alongside other third-party brands.
- OSRAMminorOSRAM is a third-party lighting brand available through DLG's B2B dealer program alongside other third-party brands.
- SylvaniaminorSylvania is a third-party lighting brand available through DLG's B2B dealer program alongside other third-party brands.
- KC HiLitesminorKC HiLites is a third-party lighting brand available through DLG's B2B dealer program alongside other third-party brands.
- Diode DynamicsminorDiode Dynamics is a third-party lighting brand available through DLG's B2B dealer program alongside other third-party brands.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Driven Lighting Group competitors and assessment
Company assessmentDirect peers
- Anzo USA: Aftermarket automotive lighting manufacturer (headlamps, taillights, LED bars) selling through dealers and ecommerce. Overlapping enthusiast customer and B2B distribution model.
- Diode Dynamics: Direct competitor designing and selling premium aftermarket automotive LED lighting (bulbs, assemblies, off-road) through DTC ecommerce. Highly comparable in product, customer (enthusiasts), and brand-led go-to-market — and notably distributed by DLG itself through its B2B program.
- RIGID Industries: Leading aftermarket off-road and automotive LED lighting brand with comparable enthusiast customer base. Also a DLG B2B distribution partner, making RIGID both competitor and channel partner in the same category.
- KC HiLites: Heritage off-road and automotive lighting brand selling bulbs, light bars, and assemblies to enthusiasts and dealers. Same product/customer overlap as DLG's off-road and assembly lines; also distributed via DLG's B2B network.
- Vision X: Aftermarket automotive and off-road LED/HID lighting manufacturer with overlapping enthusiast and dealer customer base. Distributed alongside DLG's own brands through its B2B program.
- Oracle Lighting: Designer and DTC seller of aftermarket automotive LED lighting, accent lighting, and halo kits. Closely comparable in DTC-led enthusiast go-to-market and product breadth across accent/headlamp categories.
- Heise LED: Aftermarket automotive and marine LED lighting brand selling through dealers and ecommerce to enthusiast and installer buyers. Comparable product portfolio (LED bars, assemblies, accent) and B2B-led channel model.
- Putco: Aftermarket automotive accessories manufacturer with a strong lighting portfolio (LED bulbs, work lights, chrome accessories). Comparable product breadth, dealer channel, and enthusiast customer base.
- Baja Designs: Premium off-road and racing LED lighting brand serving the same enthusiast and overland customer base. Comparable in product (light bars, pods, assemblies) and premium positioning.
- Spyder Auto: Aftermarket automotive lighting specialist offering replacement headlamps, taillights, and LED upgrades to enthusiasts and dealers. Direct overlap on assemblies and DTC/dealer hybrid go-to-market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Driven Lighting Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Driven Lighting Group leadership team
Management profileNumber of profiles
Profiles2 records
Driven Lighting Group subsidiaries and ownership
Company hierarchySubsidiaries1 record
Driven Lighting Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Driven Lighting Group 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 Driven Lighting Group
What does Driven Lighting Group do?
Driven Lighting Group designs, engineers, and retails aftermarket automotive lighting products — including complete assemblies, bulbs, off-road lighting, and accent lighting — under proprietary brands (Morimoto, GTR Lighting, Xenon Depot, S-V.4, Profile Performance, Acme) and through distribution of third-party brands. Products are sold directly to enthusiasts via owned ecommerce websites and to authorized installers and dealers via a B2B program supported by 40 worldwide distribution centers.
Is Driven Lighting Group a public or private company?
Driven Lighting Group is a private company. It is classified as corporate owned and is currently operating.
When was Driven Lighting Group founded?
Driven Lighting Group was founded in 2005. It employs 51 to 100 people.
Where is Driven Lighting Group based?
Driven Lighting Group is headquartered in Atlanta, United States, in the North America region.
How does Driven Lighting Group make money?
Two revenue lines are on record. Direct-to-Consumer (DTC) Ecommerce is the primary driver. The others are B2B / Dealer / Installer Distribution.
Who are Driven Lighting Group's main competitors?
Direct peers on record are Anzo USA, Diode Dynamics, RIGID Industries, KC HiLites, Vision X, Oracle Lighting, Heise LED, Putco, Baja Designs and Spyder Auto.
Does Driven Lighting Group have an API?
No public API is recorded for Driven Lighting Group.
What industry is Driven Lighting Group in?
Driven Lighting Group's product category is Aftermarket Automotive Lighting. Its primary akta.pro industry code is IMACANAG, Aftermarket Lighting & Visibility Products Manufacturing (Bulbs/LED Kits/Headlamps/Mirrors/Cameras), with a secondary code of IMACAJAF, Automotive Lighting Systems & Components Manufacturing (LED/Headlamps/Signal/Interior). Its NAICS code is 44133 and its SIC code is 3714.