Stillen
Stillen is a family-owned aftermarket automotive performance parts company founded in 1986 by racer Steve Millen, selling 800+ products across intakes, exhaust, suspension, brakes, and electronic tuning modules through its own e-commerce store and dealer network to automotive enthusiasts in the US and Canada.
- Company typePrivate
- Founded1986
- HeadquartersCosta Mesa, United States
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What Stillen does
Stillen (legal entity: Steve Millen Sportparts, Inc.) is a privately held, family-owned aftermarket automotive performance parts manufacturer and retailer founded in 1986 by professional racer Steve Millen and headquartered in Costa Mesa, California. The company designs, sources, and distributes a catalog of more than 800 products spanning engine tuning electronics, cold air intakes, exhaust systems, suspension components, brake systems, and exterior body/aero parts, serving automotive performance enthusiasts and dealers across the United States and Canada.
Stillen's electronics line is anchored by the TruControl V2 power module, which combines DTE Systems (German, TUV-certified) hardware with Stillen's proprietary US-market vehicle-specific calibrations developed on an in-house Dynojet dynamometer, and the TruPedal throttle response controller, an inline DSP-based module with four driving modes, 28 tuning combinations, and wireless smartphone app control. The mechanical product line includes TruPower cold air intakes (carbon fiber and aluminum), cat-back exhaust systems, lift spacer kits, intercooler reservoir relocation solutions, brake pads and rotors, and full suspension packages. The 2024 exclusive North American importer partnership with DTE Systems expanded the electronics category and represents a key technology and distribution collaboration.
Stillen monetizes primarily through direct-to-consumer e-commerce at stillen.com (a Shopify-powered storefront with vehicle selector and broad payment options including Shop Pay, Apple Pay, PayPal, and crypto via USDC) and a wholesale dealer network that purchases products for resale and professional installation. Pricing is per-unit with items ranging from approximately $129 to $2,306, with frequent sale pricing. The customer base is a long tail of individual enthusiasts plus authorized dealers, with no enterprise or B2B anchor accounts disclosed. The company leverages founder Steve Millen's IMSA GT racing legacy, the Stillen Garage blog content marketing, active social media presence, paid digital advertising, and earned media coverage from Car & Driver, Road & Track, and Motor Trend for customer acquisition.
Stillen firmographics
Firmographics- Name
- Stillen
- Legal name
- Steve Millen Sportparts, Inc.
- Website
- https://stillen.com
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Short description
- Stillen is a family-owned aftermarket automotive performance parts company founded in 1986 by racer Steve Millen, selling 800+ products across intakes, exhaust, suspension, brakes, and electronic tuning modules through its own e-commerce store and dealer network to automotive enthusiasts in the US and Canada.
- Ownership category
- akta.pro rank
Stillen industry classification
Industry- Product category
- Automotive Aftermarket Performance Parts
- NAICS
- Motor Vehicle Gasoline Engine and Engine Parts Manufacturing (336310), Motor Vehicle Electrical and Electronic Equipment Manufacturing (33632), Motor Vehicle Brake System Manufacturing (33634), Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (33633)
- akta.pro primary industry
- Aftermarket Performance & Tuning Products Manufacturing (Intakes/Turbos/ECU Tuners/Superchargers) (IMACANAN)
- akta.pro secondary industries
- Aftermarket Exhaust & Emissions Components Manufacturing (Mufflers/Catalysts/DPF/EGR) (IMACANAE), Aftermarket Brake Components Manufacturing (Pads/Rotors/Calipers/Lines) (IMACANAB), Aftermarket Suspension & Steering Components Manufacturing (Shocks/Struts/Bushings/Tie Rods) (IMACANAC)
Keywords
Where Stillen is headquartered
LocationHeadquarters
- HQ city
- Costa Mesa
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Stillen business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Direct Product Sales (E-commerce): Stillen sells aftermarket performance parts directly to consumers through its e-commerce storefront (stillen.com). Products include cold air intakes, exhaust systems, suspension components, brake pads/rotors, body kits, and electronic tuning modules. These are primarily one-time product purchases with per-transaction pricing.
- Dealer/Wholesale Distribution: Stillen operates a dealer program where authorized third-party retailers and installers purchase Stillen products at wholesale for resale. This is a B2B revenue stream supporting the broader retail and installer ecosystem.
- TruControl Power Module Sales: The TruControl V2 product line combines DTE Systems hardware with Stillen's proprietary calibrations. This represents a distinct product sub-line within the electronics category, sold as standalone plug-and-play modules.
- Professional Services (Installation): Stillen advises that many high-performance products require expert installation by trained and certified mechanics. While Stillen does not directly provide installation services, the company facilitates this through its dealer network and third-party installers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Aftermarket Performance Parts - Unit Pricing |
| Unit Pricing | Pay-as-you-go | Dealer/Wholesale Pricing |
Go-to-market motion3 records
Distribution channels2 records
Marketing channels7 records
Stillen product offering
Product offeringCore offering
Stillen designs, manufactures, and sells aftermarket performance parts for cars and trucks, including cold air intakes, cat-back exhaust systems, suspension components, brake pads and rotors, body kits, and proprietary electronic tuning modules (TruControl power modules and TruPedal throttle response controllers). The company develops vehicle-specific calibrations using in-house Dynojet dynamometer testing and combines proprietary engineering with DTE Systems German hardware.
Product overview
STILLEN is an aftermarket performance parts company founded in 1986 by professional racer Steve Millen. The company operates as a family-owned business headquartered in Costa Mesa, California, and offers a comprehensive portfolio of automotive performance parts across multiple categories. The core product lineup centers on engine tuning electronics (TruControl power modules and TruPedal throttle controllers, developed in partnership with German tuning company DTE Systems), air intake systems (TruPower cold air intakes), exhaust systems, suspension components, braking systems, and exterior body/aero components. STILLEN's products serve both street enthusiasts and professional racers, with a focus on vehicles popular in the North American market including Toyota, Nissan, Infiniti, Ford, Chevrolet/GMC, and other major automotive brands. The company conducts in-house R&D and dyno testing from its Southern California facility, with products backed by various warranty terms depending on category.
Differentiator
Problem solved
Functional benefit
Products and services
- TruControl by STILLEN Plug-and-play engine performance tuning module that intercepts and optimizes signals between factory sensors and ECU to unlock horsepower and torque. Combines DTE Systems hardware with Stillen's proprietary vehicle-specific calibrations. Covers platforms including Nissan Z, Infiniti Q50/Q60, Toyota Tundra/Tacoma, Ford F-150, Ford Explorer ST, and Jeep Wrangler 4xE. Gains up to 30% more power and 15% improved fuel efficiency on qualifying applications.
- TruPedal by STILLEN Throttle response controller that eliminates throttle lag by optimizing the signal between accelerator pedal and ECU using inline DSP signal processing. Features four driving modes (Race, Sport, City, Eco) with 28 total tuning combinations, wireless smartphone app control, valet mode, built-in anti-theft immobilizer, and approximately 15-minute plug-and-play installation.
- TruPower by STILLEN Cold Air Intakes High-performance cold air intake systems using carbon fiber and aluminum construction to increase airflow to the engine for improved horsepower, torque, and fuel efficiency. Available in oiled and dry filter variants. Applications include Toyota Tundra, Toyota Tacoma, Chevrolet Silverado/GMC Sierra (2.7T, 5.3L, 6.2L V8), and other platforms.
- STILLEN Cat-Back Exhaust Systems Performance exhaust systems with 409 stainless steel mandrel-bent tubing for smooth airflow and engineered sound with no drone. Available in multiple tip finishes (polished stainless steel tip, black coated tip) and Off-Road Series configuration. Limited Lifetime Warranty. Made in USA.
- STILLEN Intercooler Reservoir Relocation Kit Aftermarket cooling solution that relocates the intercooler reservoir away from the radiator to eliminate OEM heat soak issues. Tested to show 4x faster thermal recovery than stock. For 2022-2026 Toyota Tundra/Sequoia 3.4L Twin-Turbo V6.
- STILLEN Brake Pads & Rotors High-performance braking components including ceramic and carbon fiber brake pads for improved stopping power and reduced fade, and premium brake rotors with corrosion-resistant plating. One-year warranty on components.
- STILLEN Suspension Components Complete suspension upgrade lineup including lowering springs, coilovers, sway bars, shocks & struts, lift kits, and alignment components. Designed to reduce body roll and improve cornering confidence.
- STILLEN Body Kits & Aero Components Exterior styling and aerodynamic components including front lip splitters, rear diffusers, body kits, bumpers, grilles, and carbon fiber pieces. Made from urethane, carbon fiber, and other high-quality materials for durability and fitment.
- STILLEN Premium High-Performance Radiators Aluminum performance radiators designed for improved cooling capacity and heat dissipation. Applications include Nissan Titan, Armada, and Infiniti QX56.
- STILLEN Lift Spacer Kits Leveling and modest lift kits using CNC-machined 6061-T6 billet aluminum spacers. The 1.5-inch kit for 2024+ Toyota Tacoma provides front lift, clears 285/70R17 tires, and maintains factory ride quality. Limited Lifetime Warranty.
Quantifiable outcome
- TruControl V2: up to 30% more power and 15% improved fuel efficiency on qualifying applications
- +3 more outcomes
Companies that use Stillen
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles2 records
Stillen technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Stillen partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- DTE SystemsflagshipSTILLEN serves as the Exclusive North American Importer for DTE Systems, a German performance tuning company founded in 1996 and headquartered in Recklinghausen, Germany. DTE develops plug-and-play engine tuning modules (PowerControl) and throttle response controllers (PedalBox) for over 15,000 vehicle models. The partnership combines DTE's hardware engineering excellence and TUV certifications with Stillen's US-market calibration expertise and distribution network. The collaboration has produced the TruControl V2 product line.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
Stillen competitors and assessment
Company assessmentDirect peers
- Borla Performance Industries: Borla is a major aftermarket exhaust manufacturer for trucks, SUVs, and sports cars, with cat-back and axle-back systems overlapping Stillen's exhaust lineup. Comparable go-to-market via direct-to-consumer e-commerce and dealer distribution.
- K&N Engineering: K&N is a leading aftermarket cold air intake and performance filter brand serving enthusiasts and truck/SUV owners. Highly comparable product category, distribution model, and customer base to Stillen's TruPower intake line.
- aFe Power: aFe Power manufactures cold air intakes, exhaust systems, and electronic tuning modules for trucks, SUVs, and performance cars. Directly competes with Stillen across intake, exhaust, and electronic throttle-related product lines.
- MagnaFlow: MagnaFlow is a well-known aftermarket exhaust manufacturer with cat-back and muffler systems, and also produces air filters and catalytic converters. Overlaps with Stillen's exhaust and intake categories.
- Pedal Commander: Pedal Commander is a direct competitor in the plug-and-play throttle response controller category, offering similar drive modes and Bluetooth app control. Direct overlap with Stillen's TruPedal product.
- Edge Products: Edge Products makes in-line tuners, programmers, and throttle optimizers primarily for diesel and gas trucks/SUVs. Direct competitor to Stillen's TruControl power modules in the engine tuning space.
- DiabloSport: DiabloSport produces handheld tuners and in-line performance modules for trucks and muscle cars. Directly comparable product offering and customer base to Stillen's electronic tuning modules.
- Banks Power: Banks Power designs and manufactures aftermarket performance products including intakes, exhaust, tuners, and braking systems for diesel and gas trucks/SUVs. Overlaps broadly with Stillen's truck/SUV-focused portfolio.
- Corsa Performance: Corsa Performance makes stainless steel cat-back and axle-back exhaust systems targeted at trucks, SUVs, and sports cars. Comparable product, channel mix, and enthusiast customer base as Stillen's exhaust line.
- APR (Autonomous Performance Racing): APR is a well-known aftermarket tuner and performance parts manufacturer specializing in ECU tunes, intakes, exhaust, and brakes for VW/Audi platforms with expansion into other brands. Comparable in-house calibration and dyno-validated product development model.
Market position
Strengths5 records
Weaknesses3 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Stillen social profiles
Digital presenceStillen financial estimates
Financial estimateRevenue estimate
Valuation estimate
Stillen leadership team
Management profileNumber of profiles
Profiles1 record
Stillen funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Stillen 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 Stillen
What does Stillen do?
Stillen designs, manufactures, and sells aftermarket performance parts for cars and trucks, including cold air intakes, cat-back exhaust systems, suspension components, brake pads and rotors, body kits, and proprietary electronic tuning modules (TruControl power modules and TruPedal throttle response controllers). The company develops vehicle-specific calibrations using in-house Dynojet dynamometer testing and combines proprietary engineering with DTE Systems German hardware.
Is Stillen a public or private company?
Stillen is a private company. It is classified as family owned and is currently operating.
When was Stillen founded?
Stillen was founded in 1986.
Where is Stillen based?
Stillen is headquartered in Costa Mesa, United States, in the North America region.
How does Stillen make money?
Four revenue lines are on record. Direct Product Sales (E-commerce) is the primary driver. The others are dealer/Wholesale Distribution, truControl Power Module Sales and professional Services (Installation).
Who are Stillen's main competitors?
Direct peers on record are Borla Performance Industries, K&N Engineering, aFe Power, MagnaFlow, Pedal Commander, Edge Products, DiabloSport, Banks Power, Corsa Performance and APR (Autonomous Performance Racing).
Does Stillen have an API?
No public API is recorded for Stillen.
What industry is Stillen in?
Stillen's product category is Automotive Aftermarket Performance Parts. Its primary akta.pro industry code is IMACANAN, Aftermarket Performance & Tuning Products Manufacturing (Intakes/Turbos/ECU Tuners/Superchargers), with a secondary code of IMACANAE, Aftermarket Exhaust & Emissions Components Manufacturing (Mufflers/Catalysts/DPF/EGR). Its NAICS code is 336310.