MadJax

What MadJax does

MadJax is a U.S.-based manufacturer of premium golf carts and personal electric vehicles, operating as a vehicle brand under the parent company Nivel Parts & Manufacturing Co., LLC, a Delaware LLC headquartered in Jacksonville, Florida. The company designs and engineers its vehicles in Florida and assembles them in Georgia, offering two product lines: the premium Ascent, positioned as a lifestyle centerpiece, and the XSeries (including XSeries Gen3), positioned for performance, reliability, and affordability. All MadJax vehicles come standard with Bolt Lithium-Ion Phosphate batteries carrying an industry-only 12-year transferable warranty, automotive-grade styling and suspension, and the proprietary LUX RGB3 Bluetooth-enabled lighting system controllable via the MadJax mobile app.

Beyond vehicles, MadJax operates a substantial aftermarket accessories business spanning lighting, audio, body kits, lift kits, seating, storage, wheels, safety equipment, and electrical components. The accessory catalog is compatible with multiple OEM brands — Club Car, EZGO, Yamaha — in addition to MadJax's own vehicles, broadening the addressable customer base. Distribution is hybrid: vehicles are sold exclusively through an authorized dealer network that also handles trade-ins and after-sale support, while accessories and parts are sold both through dealers and directly via the company's e-commerce storefront. The company monetizes primarily through hardware sales (vehicles, batteries, and accessories), with mobile-app-enabled services functioning as a customer-engagement layer rather than a distinct revenue stream.

MadJax positions itself as a design-forward, automotive-grade alternative to commodity golf carts, emphasizing U.S.-based engineering, customer service, and a national warehouse network for parts availability. The brand is privately held under the Nivel corporate family, with no disclosed external funding, M&A activity, or public listing.

Name

MadJax

Legal name

Nivel Parts & Manufacturing Co., LLC

Website

https://madjax.com

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

1–10 employees

Short description

MadJax designs, engineers, and assembles premium U.S.-made golf carts (Ascent and XSeries) and sells an extensive aftermarket accessories catalog through authorized dealers and direct-to-consumer e-commerce, serving recreational lifestyle buyers and Club Car, EZGO, and Yamaha golf cart owners.

Ownership category

akta.pro rank

Product category

Electric Golf Carts

NAICS

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

SIC

Motorcycles, Bicycles & Parts (3751), Wholesale-Motor Vehicle Supplies & New Parts (5013), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Light Electric Vehicles (NEVs/LSEVs/Quadricycles) Manufacturing (IMACAOAC)

akta.pro secondary industries

Golf Equipment, Apparel & Pro Shop Retail (CRAMABAG), Golf Equipment & Accessories Distribution (CRAOAJAK)

Keywords

• Electric golf carts
• Golf cart accessories
• Lithium-ion batteries
• Personal transportation vehicles
• Aftermarket parts

Headquarters

HQ city

Cairo

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Vehicle Sales: Sale of MadJax branded golf carts and personal electric vehicles (Ascent and XSeries product lines) through authorized dealer network. Vehicles include premium features as standard and are priced at dealer level with configuration options.
2. Accessories & Parts: Direct-to-consumer e-commerce sales of golf cart accessories including lighting, audio, body kits, lift kits, seating, storage, wheels, batteries, and maintenance parts. Extensive catalog of aftermarket parts compatible with multiple OEM brands (Club Car, EZGO, Yamaha).
3. Mobile Application Services: MadJax mobile app enables vehicle monitoring, configuration, and control. App-based services support the core vehicle hardware and enhance customer engagement.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

MadJax designs, manufactures, and sells premium personal electric vehicles (the Ascent and XSeries golf cart lines) equipped with proprietary Bolt Lithium-Ion Phosphate batteries and LUX RGB3 Bluetooth-connected lighting. The company also operates an extensive aftermarket catalog of golf cart accessories and replacement parts (lighting, audio, body kits, lift kits, seating, storage, wheels, tires, and safety components) sold through an authorized dealer network and its own e-commerce store.

Product overview

MadJax is a golf cart and personal transportation vehicle company offering two main vehicle lines: the premium Ascent designed for those seeking an elevated lifestyle centerpiece, and the XSeries/XSeries Gen3 offering performance, reliability, and affordability. Both vehicles come standard with Bolt Lithium batteries (10-year warranty on vehicles, 12-year transferrable warranty on batteries) and feature MadJax LUX RGB3 lighting technology with Bluetooth app connectivity. MadJax also provides a comprehensive ecosystem of accessories including exterior modifications, LED lighting kits, audio systems, sporting gear, safety equipment, and interior upgrades. The product portfolio includes specialized kits for Club Car, E-Z-GO, and Yamaha golf carts including body kits, lift kits, seating systems, storage solutions, and electrical components. The company also offers the MadJax mobile app for iOS and Android enabling Bluetooth control of lighting systems and vehicle monitoring.

Differentiator

Problem solved

Functional benefit

Brands

• Ascent: Premium golf cart line crafted for those who demand an elevated centerpiece vehicle experience.
• XSeries
• LUX Lighting
• Bolt Lithium

Products and services

• Ascent Premium golf cart featuring automotive-grade styling, aerodynamic contours, integrated infotainment screen, signature LUX lighting, automotive-style suspension, and Bolt Lithium batteries as standard. Crafted for buyers seeking an elevated lifestyle centerpiece vehicle.
• XSeries (XSeries Gen3) Performance-focused golf cart offering a refined fusion of performance, reliability, and affordability in four-seater and six-seater configurations. Designed in Florida, hand-crafted in Georgia, with standard lithium batteries and a 3-year vehicle warranty (10-year battery warranty).
• Bolt Lithium Batteries Industry-leading Lithium-Ion Phosphate battery technology exclusively powering all MadJax vehicles, featuring a 12-year transferrable warranty, automatic storage mode, extended range, zero maintenance, and multiple safety protection layers.
• MadJax Mobile App Mobile application enabling Bluetooth connectivity to MadJax vehicles for lighting control (color, pattern, speed, music sync), vehicle monitoring, and configuration. Available on Apple App Store and Google Play Store.
• Golf Cart Accessories & Parts Catalog Extensive e-commerce catalog of aftermarket golf cart accessories and replacement parts including exterior accessories, LED lighting, audio systems, sporting accessories, safety accessories, interior upgrades, body kits, brush guards, bumpers, fender flares, lift kits, wheels and tires, storage, seating, clay baskets, windshields, mirrors, and wiring/electrical components. Compatible with Club Car, EZGO, Yamaha, and MadJax vehicles.

Quantifiable outcome

• 12-year transferrable battery warranty (only one in the industry)
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Scale indicators4 records

Recent moves3 records

Expansion highlights5 records

Direct peers

• Tomberlin (Polaris): Polaris-owned premium golf cart and LSV brand emphasizing street-legal vehicles with automotive styling. Direct competitor in the premium/Lifestyle segment where MadJax Ascent is positioned.
• Club Car: One of the three dominant golf cart and LSV manufacturers in the U.S., owned by Ingersoll Rand. Directly competes with MadJax's Ascent and XSeries in personal transportation vehicles and has a deep installed base that drives MadJax's aftermarket accessories business.
• Denago: Emerging U.S. LSV and golf cart brand with premium positioning, dealer expansion, and lithium battery offerings. Comparable to MadJax in target buyer profile and product strategy.
• Evolution Electric Vehicles: Fast-growing U.S.-based LSV and golf cart brand competing in the same premium lifestyle segment as MadJax, including lifted carts, four-seaters, and lithium battery offerings. Highly relevant direct competitor in dealer channels.
• Yamaha Golf Cars: Third of the dominant U.S. golf cart OEMs, with deep penetration into golf courses, communities, and commercial fleets. Direct competitor in the personal LSV space and another key source of aftermarket demand for MadJax accessories.
• ICON Electric Vehicles: Premium-positioned U.S. golf cart and LSV manufacturer that competes directly with MadJax's Ascent line on automotive-grade design, lifted carts, and lifestyle branding. Closely comparable peer in market positioning and target buyer.
• E-Z-GO (Textron): Cushman/E-Z-GO is a Textron brand and a top-three U.S. golf cart and LSV OEM. Competes head-to-head with MadJax in personal and fleet electric vehicles, and its installed base is a major source of demand for MadJax's aftermarket parts catalog.
• Bintelli Electric Vehicles: U.S. distributor and manufacturer of electric golf carts, LSVs, and neighborhood vehicles. Competes directly with MadJax at the dealer level with similar product positioning and pricing architecture.

Emerging players

• Vivid EV: Newer entrant in the U.S. electric golf cart and LSV market focused on premium, design-forward products. Comparable to MadJax as an emerging challenger pursuing lifestyle-driven buyers in the same dealer channel.

Broad incumbents

• GEM (Polaris): Polaris-owned neighborhood electric vehicle brand with broader utility/commercial positioning. Comparable as an LSV competitor with much larger corporate backing and broader product portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/groups/876928947066181

Revenue estimate

Valuation estimate

Number of profiles

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 MadJax