What Ididit does

Ididit (legal entity DCD IDID Enterprises, LLC, d/b/a IDIDIT, LLC) is a privately-held American manufacturer of custom automotive steering columns and related accessories, founded in 1986 and headquartered in Tecumseh, Michigan, with 11–50 employees. The company designs and builds steering columns for the automotive aftermarket across five core product series: Universal (sold by length for street rods, hot rods, and kit cars), Retrofit (vehicle-specific direct-fit replacements for classic GM, Ford, Mopar, and off-road applications), Commercial (golf carts and specialty vehicles), Performance (Pro-Fab, Pro-Lite, Cowl Steering for racing), and EPAS (Electric Power Steering Assist). Technical differentiators include a proprietary 8-position tilt mechanism described as unique to Ididit, SFI-certified quick release steering hubs, collapsible columns, self-canceling turn signal switches, and a Push to Start Ignition System integrating VAIS Technologies' SEER proximity-sensing technology. The company is ISO 9001:2015 with Design certified (Smithers Quality Assessments, 2026–2029).

Ididit operates a hybrid go-to-market: distribution through hundreds of independent dealers across the United States, Canada, and internationally; direct e-commerce through ididit.com; and phone-based sales engineering for custom and commercial column inquiries. Product pricing is unit-based, ranging from approximately $17 for accessory components to over $1,095 for vehicle-specific retrofit columns, with custom orders requiring full upfront payment before production. The accessory ecosystem (quick release hubs, steering wheels, universal joints, installation kits, ignition systems, billet levers, mounting hardware) creates a natural attach revenue layer on top of the core column sale. Marketing emphasizes technical education (Tech Center, video library, Tech Tip Tuesdays), annual catalog distribution (Volume 29 in 2025), and event presence at SEMA, Goodguys Nationals, NSRA Nationals, Hot August Nights, plus an annual Car Show & Open House at the Tecumseh facility. End customers are predominantly individual hobbyists and SMBs in classic car restoration, street rod building, golf cart customization, and specialty/commercial vehicle applications.

Revenue is not publicly disclosed; no funding rounds, M&A, or external equity backing are indicated. The company operates as a bootstrapped, founder-led (Ken Callison, CEO; Jane Callison, co-founder) small manufacturer with sustained organic reinvestment into product-line depth and channel maintenance, but no disclosed growth-stage signals beyond 2025 product launches and a new technology partnership with VAIS Technologies.

Name

Ididit

Legal name

DCD IDID Enterprises, LLC (doing business as IDIDIT, LLC)

Website

https://ididit.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

11–50 employees

Short description

Ididit is a privately-held, Michigan-based manufacturer of custom automotive steering columns and accessories for the classic-car aftermarket, street rod builders, golf cart owners, and specialty vehicle applications, distributed through hundreds of dealers plus direct e-commerce.

Ownership category

akta.pro rank

Product category

Automotive Aftermarket Steering Columns

NAICS

Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (336330), Motor Vehicle Parts Manufacturing (3363), Automotive Parts and Accessories Retailers (441330)

SIC

Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Steering Systems & Components (Columns/Racks/EPS Pumps & Motors) (IMACAIAB)

akta.pro secondary industry

Aftermarket Suspension & Steering Components Manufacturing (Shocks/Struts/Bushings/Tie Rods) (IMACANAC)

Keywords

• Custom steering columns
• Automotive aftermarket parts
• Tilt steering columns
• Classic car restoration
• Electric power steering

Headquarters

HQ city

Tecumseh

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Steering Column Sales: Primary revenue from manufacturing and selling custom steering columns including Universal, Retrofit, Commercial, and Performance series. Sold by length or specific vehicle application.
2. Accessories and Add-ons: Sales of complementary products including horn kits, installation kits, steering wheel adaptors, quick release hubs, shift indicators, cruise control, dimmer/wiper kits, universal joints, couplers, and shafting.
3. Custom Column Orders: Custom order manufacturing where customers submit custom specifications via forms and pay full amount before manufacturing. Custom orders are non-cancellable once released to production.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Ididit manufactures and sells custom steering columns and accessories for the automotive aftermarket, offering five core column series: Universal columns (sold by length for street rods, hot rods, and kit cars), Retrofit columns (vehicle-specific direct-fit replacements for GM, Ford, Mopar, and off-road classics), Commercial columns (for golf carts and specialty vehicles), Performance columns (Pro-Fab, Pro-Lite, Cowl Steering for racing), and EPAS Electric Power Steering Assist. The company also offers a complete accessories ecosystem including push-to-start ignition systems, quick release hubs, steering wheels, universal joints, installation kits, and dress-up components, with custom column manufacturing available. Products are designed and built at the company's Tecumseh, Michigan facility.

Product overview

Ididit manufactures custom steering columns and related accessories for the automotive aftermarket. The product portfolio consists of five main steering column series (Universal, Retrofit, Commercial, Performance, and EPAS Electric Power Steering) plus a comprehensive accessories line. Universal columns are sold by length for custom builds, Retrofit columns are vehicle-specific direct-fit replacements for classic cars (GM, Ford, Mopar, Off-Road), Commercial columns serve golf carts and specialty vehicles, Performance columns target racing applications, and EPAS provides electric power steering solutions. The accessories ecosystem includes ignition systems (push-to-start and keyed), quick release hubs, steering wheels, universal joints, installation kits, mounting hardware, and dress-up components. Products are proudly manufactured in America at the Tecumseh, Michigan facility. The company offers custom column manufacturing and columns are backed by a limited lifetime warranty for steering columns and one-year warranty for electrical components.

Differentiator

Problem solved

Functional benefit

Products and services

• Universal Series Steering Columns Industry-standard tilt steering columns featuring Ididit's unique 8-position tilt capability, sold by length for custom installations including street rods, hot rods, and kit cars. Available in straight, tilt, tilt & telescoping, shorty, collapsible, and right-hand drive configurations with multiple finish options.
• Retrofit Series Steering Columns Vehicle-specific steering columns designed for direct fit in original steering column locations without requiring vehicle modifications. Covers GM (Tri-Five, Camaro/Firebird, Chevelle/El Camino/GTO, Corvette, Impala, Nova, Chevy Truck), Ford (Falcon, Mercury Comet, Mustang, Ford Truck), Mopar (Cuda/Challenger, Chrysler B-Body, Chrysler A-Body), and Off-Road (Ford Bronco, Jeep CJ5/CJ7) applications.
• Commercial Series Steering Columns Specialty steering columns for golf carts and commercial applications. Includes dedicated columns for Club Car, E-Z Go, and Yamaha golf carts featuring 8-position tilt capability, self-canceling turn signals, and four-way flashers for driver comfort and safety.
• Performance Series Steering Columns High-performance steering columns including Pro-Fab adjustable columns, Pro-Lite lightweight columns, and Cowl Steering configurations for racing applications.
• EPAS (Electric Power Steering Assist) Electric Power Steering Assist columns and kits that add modern power steering functionality to retrofit, custom, and performance vehicle applications.
• Push to Start Ignition System with SEER Technology Keyless entry and push-button start system using VAIS Technologies' SEER (Smart Entry Exit Recognition) proximity-sensing technology. Detects key-tag proximity within 15 feet (flashes parking lights), at 5 feet (unlocks doors), and activates ignition upon driver presence. Available in dash-mounted or column-integrated versions.
• Mopar Keyed Ignition Steering Column Mopar-branded keyed ignition steering column featuring a Mopar Pentastar style key with a re-engineered ignition mechanism offering firmer detents, stronger return spring, cleaner wiring, and a sleeker billet ignition housing, plus a revised relay pack in die-cast aluminum housing.
• Quick Release Steering Hubs SFI-certified push-to-connect quick release hubs for safe steering wheel removal. Available in 3-bolt, 5-bolt, 6-bolt, and 9-bolt configurations with aircraft-grade aluminum construction, audible click when seated, keyed spline, and anodized pull rings. Pricing ranges from $17 to $327 depending on configuration.
• Steering Wheels Aftermarket steering wheels distributed under American Retro, Lecarra, and MPI sub-brands (Vintage, Racing, Marine and Recreational lines) for use with Ididit columns and standard retrofit applications.
• Universal Joints, Couplers and Shafting Complete line of steering shaft components including single and double universal joints, U-joint and rag joint vibration reducers, steel and stainless steel shafting, collapsible intermediate shafting, straight couplers, and support bearings.
• Installation Kits Vehicle-specific installation kits including floor mounts, dash mounts, wiring adapters, couplers, and rag joints needed for proper steering column installation.
• All-New Billet Lever Kit All-new billet aluminum lever kit machined from 6061 Billet Aluminum, available in Truss and Grip styles and three finishes (black anodize, gold anodize, brushed aluminum). Includes turn signal lever, tilt lever, 4-way flasher knob, and installation hardware; Made in America.
• Steering Wheel Adaptors Adapters for connecting aftermarket steering wheels to Ididit columns, including 9-bolt shorty adaptors and configurations supporting common bolt patterns.

Quantifiable outcome

• Retrofit columns fit original steering column position with no vehicle modifications required
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Four partnerships are on record, tiered core and minor.

• VAIS TechnologiescoreTechnology or IntegrationCollaborative development partnership for Push to Start Ignition System. VAIS Technologies contributed SEER (Smart Entry Exit Recognition) technology that enables proximity-based vehicle awareness features including parking light flashing at 15 feet, door unlocking at 5 feet, and automatic ignition activation upon driver presence.
• Car Buff NetworkminorGTM or Marketing PartnerIdidit is featured on Car Buff Network, an automotive enthusiast platform, helping reach their target customer base of classic car restorers and custom builders.
• LokarminorGTM or Marketing PartnerReference partner in Tech Tips content - Lokar makes a transmission identification chart that Ididit recommends to customers to help determine transmission type.
• BorgesonminorGTM or Marketing PartnerRecommended in Tech Tips for floor mount solutions. Borgeson Universal offers 55-57 Chevy Floor Mount with aluminum panel (brushed aluminum #BOR909011, polished aluminum #BOR909012) that works well with Ididit columns.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Detroit Speed: Engineering-driven aftermarket supplier of suspension, chassis, and steering components for classic muscle cars. Larger, broader-portfolio competitor operating in the same GM/Mopar/Ford restoration space as Ididit's retrofit columns.
• Classic Performance Parts: Broad-line classic-car parts distributor and manufacturer across multiple brands (CPP, National Parts Depot, etc.). Competes with Ididit in steering, suspension, and brake categories for the same restoration customer base.

Direct peers

• Grant Products: Long-established aftermarket steering wheel manufacturer. Comparable to Ididit's steering wheel accessory category and frequently sold alongside steering columns in the same dealer channel.
• Billet Specialties: Manufacturer of billet aluminum wheels, steering wheels, and dress-up accessories for hot rods and customs. Overlaps with Ididit's wheel and billet lever (Truss/Grip) categories for the same enthusiast customer.
• Borgeson Universal: Maker of universal joints, steering shafts, and columns for classic cars and trucks. Already a cross-marketing partner with Ididit on floor-mount solutions; competes directly in the steering-shaft and column hardware aftermarket.
• Sweet Manufacturing: Manufacturer of aftermarket steering columns and quick-release steering wheel hubs for street rods and race cars. Direct overlap with Ididit's Universal/Performance columns and quick release hub lines.
• Flaming River Industries: Manufacturer of aftermarket steering columns, rack-and-pinion kits, and related components for hot rods, street rods, and custom builds. Most direct head-to-head competitor to Ididit in the universal and retrofit steering column market.
• Lokar: Aftermarket manufacturer of shifters, pedals, steering columns, and dress-up accessories for hot rods and customs. A cross-marketing reference partner of Ididit and a direct rival across multiple accessory categories.
• Unisteer Performance Products: Specialist in electric and manual power-steering conversion kits and aftermarket steering columns. Closely comparable to Ididit's EPAS and universal column offerings for hot rod and pro-touring applications.

Others

• Woodward Fab: Tooling and fabrication equipment supplier widely used by hot rod and street rod builders. Adjacent ecosystem participant that shares the same end-customer and trade-show circuit (SEMA, Goodguys) as Ididit.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/ididit-inc

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Ididit