What Cobra does

Cobra (legal entity: L.D. Israel Auto Equipment (1990) Ltd.) is an Israeli private company founded in 1990 that designs, manufactures, imports, and installs automotive security, multimedia, comfort, and safety systems for the Israeli market. Its product portfolio spans four categories: security and tracking (PROOF Z-4K 4K dashcam, Cobra Secret concealed GPS tracker, Cobra Connect fleet/vehicle management app, COBRA Biometric ID fingerprint ignition authentication); multimedia and entertainment (COBRA BackseatTV dual 12.4-inch rear-seat screens, CarPlay/Android Auto integration); advanced safety (Kaftor panic button with 250-rescuer nationwide response network, AWACS Blindspot RADAR, AWACS CM 108 front-collision/lane-departure system, ISO 9001 / ISO 17386-compliant Surround-Eye parking sensors); and comfort (COBRA Mobile Key smartphone access, Electric Trunk Opening). Cobra holds ISO 9001 and ISO 17386 (MALSO) compliance for parking sensors and operates its own certified testing laboratory.\n\nThe company's go-to-market combines direct sales from two company-owned locations (Tel Aviv headquarters and Petah Tikva Cobra Studio) with a nationwide channel of 17 authorized third-party service points operated by certified installers across Israel — from Kiryat Shmona in the north to Eilat in the south. Cobra is the designated in-house installer for Israel's three major automotive distribution groups: Delek Motors, Lubinski, and Carasso, providing a recurring B2B flow integrated with new-vehicle sales. End customers span private vehicle owners (primary segment), fleet and leasing companies, luxury and electric vehicle owners requiring specialized programming, and commercial/agricultural vehicle operators needing ruggedized tracking systems.\n\nThe business model is hardware product sales combined with professional installation services, all priced via bespoke quotes (no public price list) that vary by vehicle model, system configuration, and installation complexity. Revenue is generated through direct-to-consumer and B2B sales channels, with manufacturer warranty covering both products and installation across the certified service network. The Kaftor panic button introduces a service-revenue layer via the 250-rescuer response network, and Cobra Connect creates an emerging data/insurance-discount angle, but the company remains fundamentally a hardware-installer business with no public revenue, funding, or headcount disclosures available.

Name

Cobra

Legal name

ל.ד. ישראל אוטו אקוויפמנט (1990) בע"מ

Website

https://cobra.co.il

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

51–100 employees

Short description

Cobra is an Israeli automotive aftermarket company, founded 1990, that manufactures, imports, and installs security, multimedia, comfort, and safety systems through two owned locations and a nationwide network of 17 certified service points, serving private owners, fleets, and major Israeli auto groups.

Ownership category

akta.pro rank

Product category

Automotive Aftermarket Electronics

NAICS

Motor Vehicle Electrical and Electronic Equipment Manufacturing (33632), Automotive Parts and Accessories Retailers (44133)

SIC

Motor Vehicle Parts & Accessories (3714), Electronic Components & Accessories (3670), Search, Detection, Navagation, Guidance, Aeronautical Sys (3812)

akta.pro primary industry

Passenger Vehicle Electrical & Electronics Manufacturing (ICE) (IMACAAAK)

akta.pro secondary industry

Automotive ECUs/Control Modules & Embedded Electronics Manufacturing (IMACAJAC)

Keywords

• Automotive aftermarket electronics
• Vehicle security systems
• Car multimedia installation
• GPS vehicle tracking
• Automotive safety systems

Headquarters

HQ city

Tel Aviv

HQ country

Israel

HQ region

Middle East

Offices17 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Product Sales: Cobra designs, manufactures, and imports automotive security, multimedia, comfort, and safety systems and sells them to end customers, automotive groups, leasing companies, and fleet operators. Revenue is generated from the sale of physical products including dashcams, alarm systems, tracking units, multimedia screens, sensors, and cameras.
2. Professional Installation Services: Cobra provides professional installation of its systems through its own two locations and a network of 17 authorized service points across Israel. Installation is performed by certified technicians and is covered by a full manufacturer warranty on both the product and the installation work.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Cobra manufactures, imports, distributes, and installs automotive security, multimedia, comfort, and safety systems in the Israeli market. Its product portfolio includes dashcams, GPS tracking units, alarm systems, biometric ignition, parking sensors, radar-based blind-spot detection, emergency response panic buttons, rear-seat entertainment screens, Apple CarPlay/Android Auto integration, smartphone vehicle access, and electric trunk systems, sold to consumers, fleets, leasing companies, and automotive groups through two company-owned locations and 17 authorized service points.

Product overview

Cobra is an Israeli manufacturer, importer, and installer of car electronics, specializing in security systems, multimedia, comfort, and safety solutions for over 30 years. The product portfolio includes: Security/Tracking products (PROOF Z-4K dashcam, Cobra Secret tracking system, Cobra Connect fleet management, COBRA Biometric ID); Multimedia and Entertainment (COBRA BackseatTV, CarPlay/Android Auto integration); Advanced Safety (הכפתור emergency response, AWACS Blindspot RADAR, AWACS CM 108 collision prevention, Surround-Eye Parking Sensors); Comfort and Connectivity (COBRA Mobile Key, Electric Trunk Opening). The company operates as both product manufacturer and importer, with full installation services through a nationwide network of authorized service points in Israel (Tel Aviv, Petah Tikva, Kiryat Shmona, Tiberias, Kiryat Haim, Haifa, Hadera, Kfar Saba, Herzliya, Or Yehuda, Beer Yaakov, Jerusalem, Ashdod, Ashkelon, Beer Sheva, Eilat). Cobra serves as in-house installer for Delek Motors, Lubinski, and Carasso, and provides manufacturer warranty on all products and installations.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 30-minute physical assistance arrival through the Kaftor panic button system with 250 rescuers deployed nationwide
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability5 records

Feature12 records

Partnerships

Three partnerships are on record, tiered core.

• Delek Motors (דלק מוטורס)coreChannel Partner/ Reseller/ DistributorCobra serves as the designated in-house installer (מתקינה הבית) for Delek Motors, one of Israel's major automotive distribution groups. Cobra provides comprehensive installation of security, multimedia, comfort, and safety systems for vehicles sold through Delek Motors dealerships, ensuring consistent quality and brand-aligned service for Delek's customers.
• Lubinski (לובינסקי)coreChannel Partner/ Reseller/ DistributorCobra serves as the designated in-house installer for the Lubinski automotive group. This partnership positions Cobra as the preferred installation provider for Lubinski's vehicle sales, covering the full range of Cobra security, multimedia, safety, and comfort systems.
• Carasso (קאראסו)coreChannel Partner/ Reseller/ DistributorCobra serves as the designated in-house installer for the Carasso automotive group. As the in-house installation partner, Cobra provides its complete product portfolio — from alarms and tracking systems to multimedia and safety upgrades — for vehicles distributed by Carasso.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Valeo: Valeo is a global automotive supplier with broad ADAS, parking sensor, and connectivity portfolios that overlap Cobra's AWACS radar and Surround-Eye parking sensor lines. Valeo primarily serves OEMs but its aftermarket visibility raises the competitive bar in adjacent categories.
• Mobileye: Mobileye is an Israeli ADAS and computer-vision company whose camera-based collision avoidance technology overlaps Cobra's AWACS CM 108 and AWACS Blindspot RADAR products. While Mobileye focuses on OEM/fleet integration rather than aftermarket installation, it is the most direct Israeli comparables for advanced safety technology.
• Continental Automotive: Continental's automotive group supplies OEMs globally with radar, camera, and ADAS systems that compete with Cobra's aftermarket safety stack. As an incumbent tier-1 supplier, Continental sets the technology benchmark Cobra's AWACS line must match.

Direct peers

• Compustar (Firstech): Compustar is a major aftermarket car security, remote start, and connected-car brand sold and installed through a nationwide authorized dealer network—closely mirroring Cobra's authorized service-point model in Israel. Comparable across security hardware, tracking, and professional installation revenue streams.
• Alpine Electronics: Alpine is a major aftermarket infotainment and audio brand specializing in OEM-grade vehicle integrations, directly comparable to Cobra Studio's CarPlay/Android Auto and audio upgrade offerings. Both emphasize certified installation and premium vehicle compatibility.
• Garmin: Garmin competes directly in the aftermarket dashcam and GPS tracking space that Cobra addresses with PROOF Z-4K and Cobra Connect, and also offers ADAS-style driver alerts. Both sell premium hardware with companion mobile apps and cloud services to consumers and fleet operators.
• Thinkware: Thinkware is a Korean dashcam specialist that, like Cobra's AWACS line, bundles ADAS features (lane departure, front collision, pedestrian detection) with parking surveillance. The product positioning and target customer overlap with Cobra's safety/security offering is high.
• Nextbase: Nextbase is a global consumer dashcam leader with smart features (parking mode, GPS, app integration), directly competing with Cobra's PROOF Z-4K 4K dashcam. Both brands target private vehicle owners with retail and aftermarket channel distribution.
• Pioneer Electronics: Pioneer is a global leader in aftermarket car multimedia, with CarPlay/Android Auto head units, audio upgrades, and rear-seat entertainment that overlap Cobra's multimedia product line. Both rely on professional installation ecosystems to deliver vehicle-integrated upgrades.
• Directed Electronics (Viper / Clifford / Python): Directed Electronics is a leading North American aftermarket vehicle security and remote-start brand (Viper, Clifford, Python), directly comparable to Cobra's alarm, immobilizer, and tracking systems (PROOF Z-4K, Cobra Secret, Biometric ID). Both serve private vehicle owners through certified installer networks rather than OEM channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/cobra-io

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Cobra