Velvet Drive Transmissions
Velvet Drive Transmissions manufactures marine and industrial power transmission systems (four transmission series plus brake lathes) from Liberty, SC, serving premium boatbuilders including Nautique, Centurion, Supreme, and Malibu, and operating as a division of Pleasurecraft Engine Group under Correct Craft.
- Company typePrivate
- Founded1959
- HeadquartersLiberty, United States
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What Velvet Drive Transmissions does
Velvet Drive Transmissions is a Liberty, South Carolina-based manufacturer of marine and industrial power transmission systems, founded in 1959 and operating as a division of Pleasurecraft Engine Group (itself owned by Correct Craft) since April 2019. The company produces four core marine transmission lines — the 71/72 Series (cast iron, available in Direct Drive, In-Line Reduction, and V-Drive configurations), the Liberty 5000/6000 Series (ribbed aluminum housing with ground gearing), the Liberty Series 72L-HP/72L-H (dry sump design rated to 6500 RPM and 2500 ft-lbs), and the Liberty Watersports Series 72L/72L-X/72L-V (aircraft-grade aluminum, 6000 RPM) — plus custom industrial gearing and, through its Velvet Turn sub-brand, exclusive-manufactured Accu-Turn and Bosch bench brake lathes.
The company's core technology centers on mechanical power transmission, with proprietary emphasis on ground gearing for quiet operation, material science choices (cast iron for durability, aircraft-grade aluminum for weight reduction), dry sump lubrication for reduced parasitic losses, and exact forward/reverse ratios for zero torque steer. Products are designed for interchangeability with prior Velvet Drive units and competitive models, lowering customer adoption friction. Quote-based pricing is standard, reflecting the B2B OEM specification sales motion.
Revenue is generated primarily through hardware sales to marine OEM boatbuilders — including Nautique (Paragon), Centurion, Supreme, and Malibu (M240) — paired with engines from PCM and Indmar, which are fellow Pleasurecraft Engine Group brands. Secondary revenue streams include custom industrial gearing, commercial off-road applications, aftermarket parts and service through a four-region authorized distributor network (United States, Canada, six European countries, Australia, New Zealand), and the Velvet Turn brake lathe line. The company employs 51-100 people at its single Liberty, SC headquarters and manufacturing facility, with leadership headed by John Bolton as Vice President and General Manager.
Velvet Drive Transmissions firmographics
Firmographics- Name
- Velvet Drive Transmissions
- Legal name
- Velvet Drive Transmissions
- Website
- https://velvetdrive.com
- Company type
- Private
- Founded year
- 1959
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Velvet Drive Transmissions manufactures marine and industrial power transmission systems (four transmission series plus brake lathes) from Liberty, SC, serving premium boatbuilders including Nautique, Centurion, Supreme, and Malibu, and operating as a division of Pleasurecraft Engine Group under Correct Craft.
- Ownership category
- akta.pro rank
Velvet Drive Transmissions industry classification
Industry- Product category
- Marine Transmissions
- NAICS
- Speed Changer, Industrial High-Speed Drive, and Gear Manufacturing (333612), Mechanical Power Transmission Equipment Manufacturing (333613)
- SIC
- General Industrial Machinery & Equipment (3560)
- akta.pro primary industry
- Propulsion Drives, Gearboxes & Shaftlines (IMAJAHAD)
- akta.pro secondary industry
- Propulsion Cooling, Lubrication & Auxiliaries (Pumps, heat exchangers, filters) (IMAJAHAL)
Keywords
Where Velvet Drive Transmissions is headquartered
LocationHeadquarters
- HQ city
- Liberty
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Velvet Drive Transmissions business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- Marine Transmissions Sales: Primary revenue from manufacturing and selling marine transmissions to boat manufacturers including Nautique, Centurion, Supreme, Malibu, and other major brands. Revenue is one-time hardware sale with potential aftermarket service and parts.
- Industrial Transmissions and Custom Gearing: Custom gearing for specialized industrial equipment and commercial off-road equipment applications
- Brake Lathe Products (Velvet Turn): Exclusive manufacturer of Accu-Turn and Bosch bench brake lathes since 2016. Revenue from brake lathe equipment sales and related support.
- Aftermarket Parts and Service: Parts and service support through distributor network for existing installed base
Go-to-market motion2 records
Distribution channels2 records
Marketing channels2 records
Velvet Drive Transmissions product offering
Product offeringCore offering
Velvet Drive Transmissions manufactures marine transmissions (Direct Drive, In-Line Reduction, and V-Drive configurations) and industrial power transmission equipment, including the Velvet Turn line of bench brake lathes. The company supplies OEM boat manufacturers directly and serves aftermarket and industrial customers through a global authorized distributor network.
Product overview
Velvet Drive Transmissions, a division of Pleasurecraft Engine Group (owned by Correct Craft), manufactures marine transmissions and industrial equipment. The product portfolio includes four marine transmission series (71/72 Series, Liberty 5000/6000 Series, Liberty Series 72L-HP/72L-H, and Liberty Watersports Series 72L/72L-X/72L-V) and one industrial product line (Velvet Turn brake lathes). The company also provides custom gearing for specialized industrial equipment. All transmissions feature unique technology for quiet and smooth operation with the highest quality industry standards.
Differentiator
Problem solved
Functional benefit
Brands
- Velvet Turn: Exclusive manufacturer and provider of Accu-Turn and Bosch bench brake lathes, serving the brake lathe industry with over 30 years of experience.
Products and services
- 71/72 Series
Quantifiable outcome
- Up to 2500 ft-lbs torque capacity with 16 full size clutches and steels in 72L-HP model
- +3 more outcomes
Companies that use Velvet Drive Transmissions
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
Velvet Drive Transmissions technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Velvet Drive Transmissions partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered flagship, core and minor.
- Pleasurecraft Engine GroupflagshipIn April 2019, Velvet Drive became a division of Pleasurecraft Engine Group, the leader in premium engines for most watercraft. Pleasurecraft Engine Group is owned by Correct Craft. This is a parent-subsidiary relationship where Velvet Drive operates as a division under Pleasurecraft Engine Group.
- Correct CraftflagshipParent company of Pleasurecraft Engine Group which owns Velvet Drive Transmissions. Correct Craft is a major manufacturer in the marine industry.
- PCM (Engine Manufacturer)corePCM is a major marine engine manufacturer whose engines are paired with Velvet Drive transmissions in various boat applications.
- Indmar (Engine Manufacturer)coreIndmar is a marine engine manufacturer whose engines are paired with Velvet Drive transmissions. Both companies serve the marine OEM market with integrated powertrain solutions.
- Accu-Turn (Acquired Product Line)minorVelvet Turn became exclusive manufacturer of Accu-Turn brake lathes in 2016 when Accu-Turn halted their brake lathe business. Velvet Turn now manufactures and provides support for these products.
- Bosch (Former Partnership)minorVelvet Turn was exclusive manufacturer of Bosch bench brake lathes since inception. In 2016, Bosch halted their brake lathe business and Velvet Turn acquired the exclusive manufacturing rights.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
Velvet Drive Transmissions competitors and assessment
Company assessmentBroad incumbents
- Eaton Corporation (Industrial Powertrain): Eaton's industrial powertrain portfolio includes clutches, gear drives, and transmission components for marine, off-highway, and heavy industry, providing comparable industrial power transmission competition for Velvet Drive.
- Dana Incorporated: Dana is a broad industrial and automotive power transmission incumbent that supplies drivetrain components to marine, off-highway, and industrial customers, overlapping with Velvet Drive's industrial segment.
- Volvo Penta: Volvo Penta is a broad marine propulsion incumbent offering integrated engines and sterndrives; its integrated powertrains compete with Velvet Drive at the system level even though Volvo does not specialize in standalone transmissions.
- Cummins MerCruiser (Cummins Marine): Cummins MerCruiser is a broad incumbent combining marine diesel engines with Mercury propulsion systems; it competes with Velvet Drive's powertrain partners PCM and Indmar for integrated marine drivetrains.
Direct peers
- Kanzaki Kokyukoki (Yamaha Marine transmission arm): Kanzaki builds marine transmissions for OEMs including Yanmar and Mercury, directly competing for watersports and inboard marine gearbox slots with Velvet Drive.
- Twin Disc, Incorporated: Twin Disc is the most direct competitor in marine and industrial transmissions, offering marine gears, marine drives, and industrial power-shift transmissions that overlap directly with Velvet Drive's 71/72 and Liberty product lines.
- ZF Marine Technology Center: ZF Marine is a major global manufacturer of marine transmissions and propulsion systems, competing head-to-head with Velvet Drive in recreational and commercial marine applications across the same OEM customer base.
- Bonfiglioli Riduttori S.p.A. Bonfiglioli is a global manufacturer of industrial gearboxes and power transmission equipment, directly comparable to Velvet Drive's industrial custom gearing business serving commercial off-road and specialized industrial applications.
- Transfluid S.p.A. Transfluid manufactures marine and industrial transmissions, including hybrid/electric-ready gearboxes that compete for the same inboard marine OEM slots Velvet Drive targets.
- Walter Rauter Marine Gears: German manufacturer of marine transmissions and ship gearboxes overlapping with Velvet Drive in commercial and recreational marine markets, particularly European shipyards.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Velvet Drive Transmissions social profiles
Digital presenceVelvet Drive Transmissions financial estimates
Financial estimateRevenue estimate
Valuation estimate
Velvet Drive Transmissions leadership team
Management profileNumber of profiles
Profiles1 record
Velvet Drive Transmissions funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Velvet Drive Transmissions 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 Velvet Drive Transmissions
What does Velvet Drive Transmissions do?
Velvet Drive Transmissions manufactures marine transmissions (Direct Drive, In-Line Reduction, and V-Drive configurations) and industrial power transmission equipment, including the Velvet Turn line of bench brake lathes. The company supplies OEM boat manufacturers directly and serves aftermarket and industrial customers through a global authorized distributor network.
Is Velvet Drive Transmissions a public or private company?
Velvet Drive Transmissions is a private company. It is classified as corporate owned and is currently operating.
When was Velvet Drive Transmissions founded?
Velvet Drive Transmissions was founded in 1959. It employs 51 to 100 people.
Where is Velvet Drive Transmissions based?
Velvet Drive Transmissions is headquartered in Liberty, United States, in the North America region.
How does Velvet Drive Transmissions make money?
Four revenue lines are on record. Marine Transmissions Sales are the primary driver. The others are industrial Transmissions and Custom Gearing, brake Lathe Products (Velvet Turn) and aftermarket Parts and Service.
Who are Velvet Drive Transmissions's main competitors?
Broad incumbents on record are Eaton Corporation (Industrial Powertrain), Dana Incorporated, Volvo Penta and Cummins MerCruiser (Cummins Marine). Direct peers are Kanzaki Kokyukoki (Yamaha Marine transmission arm), Twin Disc, Incorporated, ZF Marine Technology Center, Bonfiglioli Riduttori S.p.A., Transfluid S.p.A. and Walter Rauter Marine Gears.
Does Velvet Drive Transmissions have an API?
No public API is recorded for Velvet Drive Transmissions.
What industry is Velvet Drive Transmissions in?
Velvet Drive Transmissions's product category is Marine Transmissions. Its primary akta.pro industry code is IMAJAHAD, Propulsion Drives, Gearboxes & Shaftlines, with a secondary code of IMAJAHAL, Propulsion Cooling, Lubrication & Auxiliaries (Pumps, heat exchangers, filters). Its NAICS code is 333612 and its SIC code is 3560.