Rostra Precision Controls
Rostra Precision Controls designs and manufactures aftermarket automotive accessories — cruise controls, parking sensors, cameras, DVRs, speed limiters, and seating upgrades — serving commercial fleets, bus/transit, first responder, and consumer markets across the US and Canada.
- Company typePublic
- Founded1965
- HeadquartersLaurinburg, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Rostra Precision Controls does
Rostra Precision Controls is an automotive aftermarket accessories company that designs, manufactures, and distributes vehicle comfort, safety, and convenience products, most notably as North America's single largest supplier of cruise controls to the automotive aftermarket. The product portfolio spans six categories: electronic and mechanical cruise control kits (including the Global Cruise universal module), camera solutions (backup, mirror monitor, and heavy duty license plate cameras), digital video recorders, ultrasonic parking and blind-spot sensor systems, speed limiters and adapters, and seating upgrades (lumbar support kits and seat heaters). Underlying technology is electromechanical and automotive-grade, evidenced by ISO 9001 and TS 16949 quality certifications, a portfolio of registered patents in mobile video, automotive security, convenience, and backup cameras, and proprietary product features such as IP69-rated waterproof cameras and configurable VSS-source cruise control modules.
The company operates as a brand within VOXX Electronics Corporation, a wholly-owned subsidiary of VOXX International Corporation, which was acquired by Gentex Corporation in April 2025. Revenue is generated through hardware sales via two primary go-to-market motions: a broad channel partner distribution network of distributors, expeditors, and retail installation facilities throughout the United States and Canada, and direct OEM components supply to some of the world's largest auto and truck component manufacturers. The company serves four named verticals — Bus/Transit, Commercial Vehicles, Consumer (daily drivers and classic cars), and First Responder (fire/EMS and law enforcement fleets) — with the commercial vehicle segment positioned as primary. Customer-facing infrastructure includes a dealer locator with a Diamond/Mesa certification program, installation manuals, product registration, and a blog/newsletter resource hub.
Rostra Precision Controls firmographics
Firmographics- Name
- Rostra Precision Controls
- Legal name
- VOXX International Corporation
- Website
- https://rostra.com
- Company type
- Public
- Founded year
- 1965
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Rostra Precision Controls designs and manufactures aftermarket automotive accessories — cruise controls, parking sensors, cameras, DVRs, speed limiters, and seating upgrades — serving commercial fleets, bus/transit, first responder, and consumer markets across the US and Canada.
- Ownership category
- akta.pro rank
Where Rostra Precision Controls is headquartered
LocationHeadquarters
- HQ city
- Laurinburg
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Rostra Precision Controls 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 Automotive Accessories Sales: Rostra generates revenue primarily through the sale of aftermarket automotive accessories including cruise controls, parking sensors, cameras, DVRs, speed limiters, and seating upgrades to consumers, commercial fleet operators, and through dealer networks.
- OEM Components Supply: Supplying OEM components to some of the world's largest auto and truck component manufacturers, providing components for original vehicle manufacturing.
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Rostra Precision Controls product offering
Product offeringCore offering
Rostra Precision Controls manufactures and supplies aftermarket automotive accessories focused on comfort, safety, and convenience, with cruise control systems as its flagship product category. The company also produces parking sensors, vehicle camera systems, digital video recorders, speed limiters, and seating upgrades (lumbar support and seat heaters) for both consumer and commercial fleet markets. It serves as North America's single largest supplier of cruise controls to the automotive aftermarket and supplies OEM components to major auto and truck manufacturers.
Product overview
Rostra Precision Controls, now operating as VOXX ADAS Commercial under Gentex Corporation, offers an extensive portfolio of automotive aftermarket accessories focused on comfort, safety, and convenience. The product lineup centers on cruise control systems (their core competency and largest market share offering), complemented by parking assistance sensors, camera solutions, seating upgrades (lumbar support and seat heaters), speed limiters, and digital video recorders. The company operates as a single largest supplier of cruise controls to the automotive aftermarket in North America, backed by nearly 150 years of precision manufacturing experience. Products span six main categories: Camera Solutions, Cruise Control, Digital Video Recorders, Parking/Blindspot/Cross-Traffic Sensors, Seating Upgrades, and Speed Limiters, serving markets including bus/transit, commercial vehicles, consumer (daily drivers and classic cars), and first responder/fleet applications.
Differentiator
Problem solved
Functional benefit
Brands
- VOXX ADAS: Advanced driver assistance systems and vehicle safety technology products.
- Leather Craft by Rosen
Products and services
- Cruise Control Systems
Companies that use Rostra Precision Controls
Customer profileSegments4 records
Ideal customer profiles4 records
Rostra Precision Controls technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Rostra Precision Controls partnerships and signals
Strategic signalScale indicators3 records
Recent moves7 records
Expansion highlights5 records
Rostra Precision Controls competitors and assessment
Company assessmentBroad incumbents
- VOXX International: Former parent of Rostra and now a Gentex subsidiary; broader automotive aftermarket electronics portfolio across multiple brands makes it a directly comparable platform-level peer.
- Gentex Corporation: Current ultimate parent; OEM automotive electronics leader in auto-dimming mirrors and camera-based ADAS with overlapping ADAS and commercial vehicle exposure.
- Garmin: Diversified electronics company with significant automotive aftermarket exposure in dash cams, navigation, and fleet telematics that overlaps with Rostra's DVR and camera categories.
- Pioneer Electronics (Carrozzeria): Established automotive electronics OEM and aftermarket supplier of infotainment, cameras, and audio systems with comparable dealer channel dynamics.
Direct peers
- Cobra Electronics: Aftermarket automotive electronics brand offering detection, dash cameras, and connected driving products in similar retail and commercial channels.
- Axxess (by Metra Electronics): Aftermarket vehicle integration and interface solutions brand targeting the same installer and dealer base as Rostra.
- VOXX ADAS: Sister sub-brand within VOXX Electronics focused on advanced driver assistance and vehicle safety technology, directly adjacent to Rostra's parking sensor and camera portfolio.
- Scosche Industries: Aftermarket automotive accessories brand competing across connectivity, audio, and vehicle installation accessories with overlapping distribution channels.
- Metra Electronics: Major aftermarket automotive electronics and accessories manufacturer supplying installers and 12V retailers with very similar SKUs to Rostra's.
- Directed Electronics (DEI Holdings): Sister company under VOXX Electronics/Gentex; manufactures aftermarket automotive security, remote start, and connected car products serving the same channel and dealer networks as Rostra.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Rostra Precision Controls social profiles
Digital presenceRostra Precision Controls compliance and trust
Trust signalCompliance2 records
Rostra Precision Controls financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rostra Precision Controls leadership team
Management profileNumber of profiles
Rostra Precision Controls subsidiaries and ownership
Company hierarchySubsidiaries5 records
Rostra Precision Controls funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rostra Precision Controls 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 Rostra Precision Controls
What does Rostra Precision Controls do?
Rostra Precision Controls manufactures and supplies aftermarket automotive accessories focused on comfort, safety, and convenience, with cruise control systems as its flagship product category. The company also produces parking sensors, vehicle camera systems, digital video recorders, speed limiters, and seating upgrades (lumbar support and seat heaters) for both consumer and commercial fleet markets. It serves as North America's single largest supplier of cruise controls to the automotive aftermarket and supplies OEM components to major auto and truck manufacturers.
Is Rostra Precision Controls a public or private company?
Rostra Precision Controls is a public company. It is classified as corporate owned and is currently operating.
When was Rostra Precision Controls founded?
Rostra Precision Controls was founded in 1965. It employs 51 to 100 people.
Where is Rostra Precision Controls based?
Rostra Precision Controls is headquartered in Laurinburg, United States, in the North America region.
How does Rostra Precision Controls make money?
Two revenue lines are on record. Aftermarket Automotive Accessories Sales are the primary driver. The others are OEM Components Supply.
Who are Rostra Precision Controls's main competitors?
Broad incumbents on record are VOXX International, Gentex Corporation, Garmin and Pioneer Electronics (Carrozzeria). Direct peers are Cobra Electronics, Axxess (by Metra Electronics), VOXX ADAS, Scosche Industries, Metra Electronics and Directed Electronics (DEI Holdings).
Does Rostra Precision Controls have an API?
No public API is recorded for Rostra Precision Controls.