COMEUP WINCH
COMEUP USA is the US distribution subsidiary of Taiwan-based COMEUP Industries, a 47-year-old family-run winch manufacturer. It supplies electric and hydraulic winches (1,500–20,000 lb) to off-road enthusiasts, industrial operators, and OEMs, and is an official winch supplier to General Motors.
- Company typePrivate
- Founded1977
- HeadquartersClackamas, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What COMEUP WINCH does
COMEUP USA Inc. is a Clackamas, Oregon-based wholly-owned US subsidiary of COMEUP Industries, Inc., a family-run Taiwanese winch manufacturer founded in 1977 with 47+ years of exclusive winch manufacturing experience. The company designs, manufactures, and distributes a comprehensive portfolio of recovery and material-handling equipment spanning electric and hydraulic winches (1,500 to 20,000 lb line-pull capacity), automotive waterproof series (Seal/SOLO, Walrus IP68), utility and competition winches, powersports winches (Cub Series), and industrial hoists (AC, hydraulic, crane, chain, strap). Its core technical differentiator is the patented Cone Brake Structure (CBS), which positions the brake externally to the drum spool for superior heat dissipation and synthetic-rope compatibility, alongside IP68-rated sealing, SAE-J706 compliance, and the proprietary Intelligence Dashboard (IDB) for real-time battery and line-monitoring.
COMEUP's business model is hardware sales across three primary channels: (1) direct-to-consumer e-commerce via comeupusa.shop, (2) a North American authorized dealer network of specialty off-road retailers (Torfab, ToyTec Lift, Cruiser Outfitters, Expedition One), and (3) OEM partnerships — most notably as the official winch supplier to General Motors, with COMEUP Seal Slim winches factory-installed on the GMC Sierra 1500 AT4X AEV Edition and Chevrolet Silverado 1500 ZR2 / ZR2 Bison off-road trucks. Industrial and material-handling customers are served through dedicated product lines (hydraulic recovery, roll-off dump, crane hoists, chain hoists). Pricing is not publicly disclosed; OEM partnerships are quote-based and the consumer/dealer channels use standard retail pricing.
COMEUP has built brand equity through expedition-grade validation, including selection by Arctic Truck for polar expeditions to both the North and South Poles (with the North Pole journey featured on the Top Gear television program), and has accumulated industry recognition including the 2016 SEMA Global Media Award, Taiwan Excellence 2021 for the Blazer M2/M3 competition series, and 2024 I4WDTA recommended-product designation. The US subsidiary operates with a lean 1–10 person headcount focused on sales and distribution, and the company explicitly self-positions as working for customers rather than equity investors, reflecting a family-controlled, bootstrapped ownership structure.
COMEUP WINCH firmographics
Firmographics- Name
- COMEUP WINCH
- Legal name
- COMEUP USA Inc.
- Website
- https://comeupusa.com
- Company type
- Private
- Founded year
- 1977
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- COMEUP USA is the US distribution subsidiary of Taiwan-based COMEUP Industries, a 47-year-old family-run winch manufacturer. It supplies electric and hydraulic winches (1,500–20,000 lb) to off-road enthusiasts, industrial operators, and OEMs, and is an official winch supplier to General Motors.
- Ownership category
- akta.pro rank
COMEUP WINCH industry classification
Industry- Product category
- Winch Manufacturing and Vehicle Recovery Equipment
- NAICS
- Overhead Traveling Crane, Hoist, and Monorail System Manufacturing (333923)
- SIC
- Construction, Mining & Materials Handling Machinery & Equip (3530)
- akta.pro primary industry
- Winches & Capstans (IMAHAJAH)
- akta.pro secondary industries
- Hoists (Electric, Manual & Pneumatic) (IMAHAJAG), Conveying, Hoisting & Materials Handling Systems (Conveyors, Stackers/Reclaimers, Winches) (IMAKANAE), Deck Machinery & Mooring Systems (Winches, Windlasses, Capstans) (IMAJAIAA)
Keywords
Where COMEUP WINCH is headquartered
LocationHeadquarters
- HQ city
- Clackamas
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
COMEUP WINCH business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Winch Product Sales: Direct sales of electric and hydraulic winches to consumers, dealers, and OEM partners. Products range from entry-level utility winches to heavy-duty industrial and competition winches with capacities from 1,500 lbs to 20,000 lbs.
- Aftermarket Accessories: Sales of complementary products including wireless remote modules, fairleads, synthetic rope, circuit breakers, thermal sensor extension cords, and installation hardware.
- OEM Partnership Revenue: Supply of winches as factory-installed equipment for vehicle manufacturers including General Motors for GMC Sierra AT4X AEV and Chevrolet Silverado ZR2 Bison editions.
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
COMEUP WINCH product offering
Product offeringCore offering
COMEUP manufactures electric and hydraulic winches for automotive recovery, industrial lifting, and powersports applications, with line pull capacities from 1,500 to 20,000 lbs across 12V and 24V configurations. The company produces automotive winches (DV Premium, Seal/SOLO Waterproof, Walrus IP68, Utility, and Competition series), industrial winches (AC hoists, hydraulic recovery, roll-off dump, electric crane hoists), powersports winches (Cub series), and material handling hoists (chain and compact strap hoists).
Product overview
COMEUP is a family-run winch manufacturer with over 47 years of experience, producing a comprehensive range of recovery and industrial lifting equipment. The product portfolio spans automotive winches (DV Premium Series, Seal/SOLO Waterproof Series, Walrus IP68, Utility, and Competition Series), Powersports winches (Cub Series), Industrial winches (AC Hoists, Hydraulic Recovery, Roll-Off Dump, Electric Crane), and Material Handling Hoists (Chain Hoists, Compact Strap Hoists). The company's core differentiation is the patented Cone Brake Structure (CBS) system, which positions the brake outside the drum to prevent heat damage to synthetic ropes. COMEUP serves as the official winch partner for General Motors, with winches installed as factory options on GMC Sierra AT4X AEV Edition, Chevrolet Silverado 1500 ZR2, and ZR2 Bison vehicles.
Differentiator
Problem solved
Functional benefit
Brands
- Seal Gen2 Series: Waterproof winch series with IP68 rating, featuring fully sealed transmission and motor system
- DV Premium Series
- SOLO Series
- Walrus IP68 Series
- Cub Series
- Blazer Competition Series
- MadX
Products and services
- DV Premium Series Premium automotive winch series designed for professional use, meeting SAE-J706 standards for severe duty applications.
- Seal/SOLO Waterproof Series Fully waterproof winch series with IP68-rated sealing for complete submersion capability, featuring the Intelligence Dashboard (IDB) for operation monitoring and battery condition display.
- Walrus IP68 Waterproof Series Heavy-duty waterproof winch series with IP68 rating for extreme water immersion applications.
- Utility Winches
Quantifiable outcome
- COMEUP Seal 9.5 winch successfully lifted a 3,500 lb Jeep from a crane demonstrating real-world pulling capacity exceeding rated specifications.
- +2 more outcomes
Companies that use COMEUP WINCH
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles4 records
COMEUP WINCH technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
COMEUP WINCH partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and flagship.
- International 4 Wheel Drive Trainers Association (I4WDTA)coreCOMEUP Winch designated as a recommended product by I4WDTA after completing rigorous testing procedures. I4WDTA is a professional organization for off-road driving trainers and educators, providing credibility for COMEUP products in professional applications.
- General MotorsflagshipCOMEUP Seal Slim series winches selected as official designated winch partner for General Motors vehicles including GMC SIERRA 1500 AT4X AEV EDITION, CHEVROLET SILVERADO 1500 ZR2, and CHEVROLET SILVERADO 1500 ZR2 BISON. Custom packaging includes application-specific wiring, control box, clutch handle, and spacers with GM part numbers.
- TorfabcoreTorfab is a Land Cruiser customization specialist in Everett, Washington offering COMEUP winches on custom builds and restorations. Provides installation services including diesel conversions, V8 conversions, ARB accessories, axle rebuilds, and complete vehicle rewiring.
- ToyTec LiftcoreToyTec Lift is a Colorado-based Toyota suspension specialist founded in 2004 that offers COMEUP winches as quality recovery accessories complementing their suspension products. Company uses COMEUP winches on their own vehicles.
- Cruiser OutfitterscoreCruiser Outfitters is a Salt Lake City-based Land Cruiser parts specialist stocking over 3,000 Land Cruiser specific offerings. Offers COMEUP winches including 24V options for imported Japanese Land Cruisers through their import, manufacturing, and sales operations.
- Expedition OnecoreExpedition One specializes in body armor (bumpers, rocker guards) and recovery gear with computer-aided design and CNC manufacturing. They selected COMEUP winches for their quality-price combination that complements their premium off-road equipment line.
- Arctic TruckflagshipCOMEUP winches exclusively selected by Arctic Truck for use on expedition vehicles that have completed driven polar expeditions to both the North and South Poles. The North Pole expedition was featured on Top Gear television program, establishing COMEUP as expedition-grade equipment.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
COMEUP WINCH competitors and assessment
Company assessmentDirect peers
- Smittybilt: Off-road aftermarket brand offering winches, bumpers, and recovery gear targeted at Jeep and truck owners. Smittybilt competes head-to-head with COMEUP in the consumer and entry-professional winch segments at similar price points.
- Bulldog Winch: Winch manufacturer focused on heavy-duty vehicle recovery for off-road, agricultural, and industrial applications. Bulldog Winch and COMEUP compete in the severe-duty and industrial end of the recovery winch category.
- Rough Country: Large US off-road accessories brand offering suspension, lighting, and recovery gear including winches. Rough Country competes with COMEUP for the same truck and SUV owner purchasing recovery equipment alongside other accessories.
- WARN Industries: The dominant US vehicle-recovery winch manufacturer, with deep OEM, military, and aftermarket penetration. WARN is COMEUP's most direct and most formidable competitor in the same product category, and is itself backed by industrial conglomerate Dover Corporation.
- Superwinch: Established winch manufacturer with broad consumer and industrial product lines including electric, hydraulic, and powersports winches. Superwinch and COMEUP overlap directly in product range and off-road/overland customer base.
- Mile Marker: Winch and recovery-equipment manufacturer serving off-road, marine, and industrial markets. Mile Marker overlaps with COMEUP's electric and hydraulic winch lines across consumer and commercial use cases.
Broad incumbents
- Columbus McKinnon: Large US-based industrial hoist, crane, and material-handling equipment company. COMEUP competes with Columbus McKinnon in the industrial hoist and electric crane hoist categories, though Columbus McKinnon is much larger and serves heavier industrial applications.
- ARB: Australian-founded global 4x4 accessories leader offering bull bars, suspension, canopies, lighting, and some recovery products. ARB is not a winch specialist but competes for the same overland and off-road enthusiast wallet and shelf space.
Regional players
- TJM: Australian off-road accessories manufacturer with bull bars, suspension, and recovery winches. TJM is comparable in product mix and overland customer base but operates primarily in Australia and does not directly contest the US market.
Emerging players
- Runva Winch: Asia-Pacific winch manufacturer offering electric and hydraulic winches for off-road, marine, and industrial use. Runva is comparable in product mix to COMEUP but with a regional Asia/Pacific focus and growing presence in the entry-professional segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
COMEUP WINCH social profiles
Digital presenceCOMEUP WINCH financial estimates
Financial estimateRevenue estimate
Valuation estimate
COMEUP WINCH leadership team
Management profileNumber of profiles
COMEUP WINCH subsidiaries and ownership
Company hierarchySubsidiaries1 record
COMEUP WINCH funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
COMEUP WINCH 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 COMEUP WINCH
What does COMEUP WINCH do?
COMEUP manufactures electric and hydraulic winches for automotive recovery, industrial lifting, and powersports applications, with line pull capacities from 1,500 to 20,000 lbs across 12V and 24V configurations. The company produces automotive winches (DV Premium, Seal/SOLO Waterproof, Walrus IP68, Utility, and Competition series), industrial winches (AC hoists, hydraulic recovery, roll-off dump, electric crane hoists), powersports winches (Cub series), and material handling hoists (chain and compact strap hoists).
Is COMEUP WINCH a public or private company?
COMEUP WINCH is a private company. It is classified as family owned and is currently operating.
When was COMEUP WINCH founded?
COMEUP WINCH was founded in 1977. It employs 1 to 10 people.
Where is COMEUP WINCH based?
COMEUP WINCH is headquartered in Clackamas, United States, in the North America region.
How does COMEUP WINCH make money?
Three revenue lines are on record. Winch Product Sales are the primary driver. The others are aftermarket Accessories and OEM Partnership Revenue.
Who are COMEUP WINCH's main competitors?
Direct peers on record are Smittybilt, Bulldog Winch, Rough Country, WARN Industries, Superwinch and Mile Marker. Broad incumbents are Columbus McKinnon and ARB. TJM is listed as a regional player. Runva Winch is listed as an emerging player.
Does COMEUP WINCH have an API?
No public API is recorded for COMEUP WINCH.
What industry is COMEUP WINCH in?
COMEUP WINCH's product category is Winch Manufacturing and Vehicle Recovery Equipment. Its primary akta.pro industry code is IMAHAJAH, Winches & Capstans, with a secondary code of IMAHAJAG, Hoists (Electric, Manual & Pneumatic). Its NAICS code is 333923 and its SIC code is 3530.