MAD

What MAD does

MAD is a privately held Dutch manufacturer of automotive aftermarket solutions, founded in 1976 by Egbert and Emmy Meindertsma in De Klomp, Netherlands, and now headquartered in Veenendaal. The company operates three product divisions: suspension systems (coil and air suspension, including the premium Air Master semi-air suspension line), loading systems (the EasyLoad family of compact onboard loading cranes with capacities of 250-500 kg for vans, trailers, and trucks), and workshop equipment (brake disc aligners that achieve surface roughness exceeding factory standards). MAD serves commercial vehicle converters, bodybuilders, motorhome specialists, vehicle manufacturers, and parts wholesalers, distributing through an international network of certified partners across 80+ countries.

The business model is B2B and project-based, with revenue generated primarily from one-time product sales across the three divisions plus bespoke professional services for custom applications. Pricing is opaque — MAD provides custom quotations only, with sales support offering a 2-working-day response time and a Partner Portal (extranet) for registered distributors. Differentiation rests on in-house R&D, proprietary product design (e.g., EasyLoad's compact plug-and-play architecture with NEN-EN 14492-2 and NEN-EN 795:2012 fall-arrest certification), and 50+ years of domain expertise codified in certified partnerships with leading vehicle manufacturers (LONO factory approvals).

MAD does not disclose revenue, funding, or headcount growth data. The legal entity M.A.D. Holding B.V. is registered with the Utrecht Chamber of Commerce (no. 30102366), operates with 25+ employees, and is governed by a management team including co-founders, a Data Protection Officer (Yvonne Hovestadt), and a recruitment contact (Hans Ligtvoet). The company holds ISO 9001:2015, TÜV certification, CE marking, and works with notified bodies for EU 2018/858 type approvals. There are no disclosed M&A, funding, or restructuring events in the available record.

Name

MAD

Legal name

M.A.D. Holding B.V.

Website

https://mad-automotive.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

11–50 employees

Short description

MAD is a Dutch automotive manufacturer founded in 1976 that produces suspension systems, EasyLoad onboard loading cranes (250–500 kg), and brake disc aligners, selling through a certified partner network to commercial vehicle converters, bodybuilders, motorhome specialists, OEMs, and wholesalers in 80+ countries.

Ownership category

akta.pro rank

Product category

Automotive Aftermarket Equipment

NAICS

Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (33633), Motor Vehicle Brake System Manufacturing (336340)

SIC

Special Industry Machinery, Nec (3559)

akta.pro primary industry

Suspension Systems & Components (Springs/Shocks/Struts/Air Suspension) (IMACAIAA)

akta.pro secondary industries

Passenger Vehicle Chassis, Suspension, Steering & Braking Manufacturing (ICE) (IMACAAAJ), Brakes, Steering & Suspension Services (TLAKAAAC)

Keywords

• Automotive suspension systems
• Vehicle loading cranes
• Brake disc alignment equipment
• Commercial vehicle accessories
• Motorhome conversion solutions

Headquarters

HQ city

Veenendaal

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Suspension Systems: Sale of coil and air suspension systems for passenger cars, light commercial vehicles, and special vehicles. Includes auxiliary suspension, reinforced main springs, and full air suspension solutions
2. Loading Systems (EasyLoad): Sale of EasyLoad loading crane systems with various capacities (250kg and 500kg models) for vans, trailers, and trucks
3. Workshop Equipment: Sale of brake disc aligners for workshop operators to achieve precision brake disc surface restoration
4. Customized Solutions: Custom development of solutions for specific applications when standard product range does not offer a solution, in compliance with applicable laws and regulations

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

MAD designs, manufactures, and sells automotive solutions through three divisions: (1) Suspension Systems including coil and air suspension systems, auxiliary suspensions, reinforced main springs, and the Air Master premium semi-air suspension for passenger cars, light commercial vehicles, and special vehicles; (2) Loading Systems via the EasyLoad family of compact onboard loading cranes (250 kg to 500 kg capacity) that allow a single operator to load and unload heavy cargo in vans, trailers, and trucks; (3) Workshop Equipment consisting of brake disc aligners that restore brake disc surface roughness to exceed factory standards. MAD also offers customized engineering for specialized applications and distributes through an international network of certified partners.

Product overview

MAD offers automotive solutions for passenger cars, light commercial vehicles, and special vehicles through three core divisions: Suspension Systems (coil and air suspension systems including auxiliary, reinforced, and lowering springs, plus the Air Master premium semi-air suspension), Loading Systems (EasyLoad family of compact onboard loading cranes with 250-500 kg capacity for vans, trailers, and trucks), and Workshop Equipment (brake disc aligners for professional maintenance). Products are backed by a Partner Portal for registered distributors and include accessories such as wireless remote controls and LED lighting. MAD operates exclusively as a physical products manufacturer with no software or API offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• MAD Suspension Systems High-quality coil and air suspension systems for passenger cars, light commercial vehicles, and special vehicles. Includes auxiliary suspension, reinforced main springs, lowering springs, and the premium Air Master semi-air suspension systems designed with user and installer at the center.
• EasyLoad Loading System Compact onboard loading crane system for vans, trailers, and truck semi-trailers that enables one person to load and unload heavy goods up to 500 kg. Features plug-and-play installation with maximum retention of cargo space, with 250 kg and 500 kg models available in different installation lengths and vertical reach configurations.
• EasyLoad 502 Loading Crane with Fall Arrest Anchor Point Loading crane with 500 kg capacity and certified anchor point for fall arrest device compliant with NEN-EN 795:2012. Features 17 m cable length and designed for sewer inspection and renovation applications.
• MAD Workshop Equipment (Brake Disc Aligners) Equipment that allows workshop operators to efficiently achieve brake disc surface roughness that exceeds factory standards, restoring brake performance without unnecessary replacement.
• MAD Partner Portal (Extranet) Sales and marketing portal for registered partners providing access to documentation, tools, product information, and sales/marketing materials across product groups.

Quantifiable outcome

• EasyLoad enables single-person operation for loads up to 500 kg, eliminating need for second employee
• +3 more outcomes

Named customers5 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

Feature4 records

Partnerships

Three partnerships are on record, tiered core and supporting.

• Vehicle Manufacturers (Certified Partner)coreStrategic or Co-development PartnerMAD is a certified partner of leading vehicle manufacturers. They cooperate closely with various partners in the industry and are a development partner for manufacturers and conversion companies. The company respects guidelines of vehicle manufacturers and applicable laws and regulations in their product development.
• International Distributor NetworkcoreChannel Partner/ Reseller/ DistributorMAD has a carefully developed international network of partners ensuring effective service to world markets. The global network of customers and partners enables MAD to serve markets worldwide effectively. Partners include commercial vehicle converters, bodybuilders, upfitters, motorhome specialists, wholesalers, and importers.
• Notified Bodies (Type Approval)supportingTechnology or IntegrationMAD works with notified bodies for obtaining (type) approvals for their products, ensuring compliance with international quality and automotive standards including EU 2018/858 regulations.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• BPW Bergische Achsen: German family-owned manufacturer of axle and suspension systems for trailers, trucks, and buses. Competes with MAD in suspension for commercial vehicles and special vehicles with a broader product range.
• Hunter Engineering: US-based major manufacturer of wheel alignment systems, brake lathes, and other workshop equipment. Competes with MAD's brake disc aligner line in the professional garage equipment category at a much larger scale.
• SAF-Holland: Large publicly listed supplier of trailer axles, suspension systems, fifth wheels, and landing gears to the commercial vehicle industry. Competes with MAD's suspension products at the OEM tier but across a much broader portfolio.

Direct peers

• Palfinger: Austrian global leader in hydraulic loader cranes, hooklifts, and access platforms mounted on commercial vehicles. Directly competes with MAD's EasyLoad loading systems for truck and trailer applications, though at significantly larger scale.
• Dhollandia: Belgian manufacturer of tail lifts, loading platforms, and lifting equipment for commercial vehicles. Competes with MAD's loading solutions in the van and truck loading/unloading equipment category.
• HMF: Danish manufacturer of loader cranes for commercial vehicles, competing head-to-head with EasyLoad in the truck-mounted crane category, particularly in European markets.
• VB-Airsuspension: Dutch manufacturer of full air suspension kits and auxiliary air springs for vans and light commercial vehicles. Directly competes with MAD's Suspension Systems division on the same vehicle categories and European customer base.
• Pro-Cut: US-based manufacturer of on-car brake disc lathes used by workshops to resurface brake rotors. Directly competes with MAD's brake disc aligner workshop equipment in the same service application.

Regional players

• AL-KO Vehicle Technology: Austrian/German chassis and suspension technology specialist for caravans, motorhomes, and light trailers. Directly comparable to MAD's motorhome suspension work, with primary focus on European leisure vehicle markets.

Emerging players

• Air Lift Company: US-based specialist in air suspension products for pickup trucks, vans, and motorhomes. Comparable to MAD's Air Master and auxiliary air suspension offerings, though with primary focus on the North American aftermarket.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/madveenendaal
• Facebookfacebook.com/mad.automotive.thenetherlands

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 MAD