What Borgeson does

Borgeson Universal Co. Inc. is a privately held American manufacturer and distributor of aftermarket steering components, founded in 1914 and headquartered in Travelers Rest, South Carolina. Its catalog spans power steering boxes, manual steering boxes, steering shafts and columns, universal joints, conversion kits, power steering pumps, hoses, and related hardware, sold under the company name and a dedicated "Street & Performance Series" sub-brand. The company serves street rod builders, classic car restorers, racing and performance enthusiasts, and pickup truck owners, with OEM listed as an additional customer category.

The product line is organized into vehicle-platform-specific collections covering major American marques including Chevrolet, Ford, Mopar, and GM trucks, with a separately merchandised Truck product line aimed at pickup owners. Components are mechanical and electro-mechanical in nature, with fitment specificity by year, make, and model rather than configurable platforms. Recent catalog additions include the acquired JJ's Rods E-Z Firewall Boots line, extending the offering into rubber firewall grommets and steering-column pass-through components.

Borgeson operates a dual go-to-market model: direct-to-consumer e-commerce from its company website and an authorized dealer/installer network accessible via a dealer locator. Pricing is small-ticket, ranging roughly from $5 for individual hardware items to approximately $1,200 for complete steering boxes or conversion kits. Customer support and technical inquiries route through a dedicated tech email and a published U.S. phone line, and the company maintains California Proposition 65 disclosures on product pages to support multi-state distribution. The company has been continuously operating under private ownership for over a century, with no disclosed outside capital, M&A activity beyond the recent JJ's Rods tuck-in, or headcount disclosure.

Name

Borgeson

Legal name

Borgeson Universal Co. Inc.

Website

https://borgeson.com

Company type

Private

Founded year

1914

Operating status

Operating

Headcount range

11–50 employees

Short description

Borgeson Universal is a U.S. aftermarket automotive steering components manufacturer founded in 1914, serving street rod builders, classic car restorers, racers, and pickup truck owners via DTC e-commerce and an authorized dealer network.

Ownership category

akta.pro rank

Product category

Aftermarket Automotive Steering Components

NAICS

Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (33633), Motor Vehicle Parts Manufacturing (3363)

SIC

Motor Vehicle Parts & Accessories (3714), Wholesale-Motor Vehicle Supplies & New Parts (5013)

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

• Aftermarket steering components
• Power steering boxes
• Steering conversion kits
• Universal joints
• Vehicle-specific steering parts

Headquarters

HQ city

Travelers Rest

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Automotive Parts and Components Sales: Borgeson generates revenue through the sale of aftermarket steering components including power steering boxes, manual steering boxes, conversion kits, steering shafts, universal joints, pumps, hoses, and related accessories. Products are sold directly to consumers via e-commerce and through a dealer network.
2. Vehicle-Specific Product Kits: Sale of complete conversion kits and upgrade packages designed for specific vehicle applications (Mustang, Corvette, Mopar, Jeep, etc.)

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Borgeson Universal Company manufactures and sells aftermarket steering components for street rods, racing, specialty vehicles, OEM applications, and pickup trucks. Core offerings include power steering boxes, manual steering boxes (Saginaw series), complete power steering conversion kits, steering shafts, universal joints, couplers, pumps, hoses, and column mounting hardware, with vehicle-specific fitments for classic American vehicles including Chevy, Ford, Mustang, Corvette, Jeep, Dodge, and Mopar.

Product overview

Borgeson Universal Company is a manufacturer of aftermarket steering components for street rods, racing, specialty automotive, OEM, and pickup trucks. The product portfolio centers on power steering boxes, manual steering boxes (Saginaw series), and power steering conversion kits, complemented by steering shafts, universal joints, couplers, pumps, and mounting hardware. The Borgeson Street & Performance Series represents the flagship product line featuring power steering upgrades with quick ratios. The company also offers vehicle-specific product bundles covering major American vehicle platforms (Chevy, Ford, Dodge/Jeep, Mopar, Corvette). An acquired brand, JJ's Rods E-Z Firewall Boots, provides firewall sealing and mounting solutions. Products are distributed through dealers and directly, with technical support resources including installation instructions and videos.

Differentiator

Problem solved

Functional benefit

Brands

• JJ's Rods: Rubber firewall grommets and mounts brand acquired by Borgeson, featuring products like steering column boots, brake pedal return springs, and firewall wire grommets.
• Borgeson Street & Performance Series

Products and services

• Power Steering Boxes Complete power steering gear assemblies providing modern power steering functionality for classic and specialty vehicles. Includes the Borgeson Street & Performance Series with quick ratios for improved handling, offered at $510-$660.
• Manual Steering Boxes (Saginaw) Saginaw-sourced manual steering boxes including 525, 605, and 122 series for various vehicle applications, available in standard and quick ratios (16:1, 24:1). Priced at $230-$280.
• Steering Shafts Replacement and universal steering shafts including telescopic, collapsible safety, and fixed-length designs in steel and stainless steel. Various lengths and connection types including 3/4" DD, 1" DD, and splined. Priced at $16-$90.
• Universal Joints Steel and stainless steel steering universal joints for angular misalignment correction, with multiple configurations including single needle bearing and vibration damper designs. Priced at $80-$170.
• Steering Couplers and Adapters Steering column couplers including rag joint designs, vibration reducers, and shaft adapters connecting steering columns to steering boxes with various spline configurations. Priced at $22-$143.
• Power Steering Pumps Power steering pump assemblies including standard, high-flow, and specialty pumps for GM, Ford, Mopar, and Dodge applications, featuring various pressure ratings and reservoir configurations. Priced at $180-$235.
• Power Steering Conversion Kits Complete conversion systems to add power steering to vehicles originally equipped with manual steering. Includes boxes, pumps, brackets, hoses, and mounting hardware for Ford, Mopar, and GM applications. Priced at $1,000-$1,200.
• Pitman Arms Steering linkage components connecting steering boxes to steering linkage, available in standard, bendable, and drop designs for various steering box series.
• Hose Kits and Coolers Power steering hose assemblies and cooling systems including OEM-style rubber hoses, braided stainless steel lines, and heat exchanger kits for GM, Ford, and Mopar applications.
• JJ's Rods E-Z Firewall Boots Rubber firewall grommets, mounts, and seals for steering columns and wire routing. Acquired product line featuring patented trimmable boots with stainless steel hardware, including firewall boots ($73-$105), column brackets ($35-$94), and floor mounts ($66-$93).
• Brake, Clutch, and Shift Boots Pedal area sealing boots including brake return springs, clutch boots, and shifter boots, featuring various trim styles (oval, teardrop, round) with stainless steel bezels.
• Column Drops and Floor Mounts Steering column mounting solutions including height-adjustable column drops and floor mounts, available in aluminum and stainless steel with swivel designs.

Quantifiable outcome

• 10 pound weight savings over factory power steering box on Mopar conversions
• +2 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Year One: Restoration parts and accessories supplier for classic American muscle cars including Camaro, Mustang, Chevelle, and Mopar. Overlaps with Borgeson's vehicle-specific product lines for Chevy, Ford, and Mopar classic-car applications.

Direct peers

• Lokar Performance Products: Manufactures aftermarket automotive products including shifters, throttle pedals, and steering column accessories for hot rods and street rods. Sells to the same classic-car enthusiast base with overlapping steering-column accessories.
• Sweet Manufacturing: Manufactures steering and chassis components including power steering boxes, pitman arms, and steering linkage for race cars, street rods, and custom builds. Closely overlaps Borgeson's steering system product range.
• Classic Performance Products (CPP): Provides steering, brake, and suspension upgrade kits for classic American cars and trucks including Chevy, Ford, and Mopar applications. Direct competitive overlap on steering boxes and conversion kits for vintage vehicles.
• Flaming River: Manufactures aftermarket steering components including power steering pumps, steering shafts, and quick-ratio steering boxes for hot rods, classic cars, and racing applications. Direct overlap with Borgeson's steering box and universal joint portfolio.
• Billet Specialties: Produces aftermarket steering wheels, steering columns, and accessories for street rods and muscle cars. Competitor in the steering component space with overlapping customer segments in classic American vehicles.
• Hot Rod Hardware: Specializes in steering and chassis components for hot rods and custom vehicles, including steering boxes and shafts. Direct competitor addressing the same street rod and custom vehicle builder market.
• ididit: Specializes in aftermarket steering columns and related steering components for hot rods, street rods, and custom vehicles. Competes head-to-head with Borgeson's steering columns, shafts, and steering component upgrades.

Broad incumbents

• Holley Performance Products: Large, multi-brand aftermarket performance parts company with broad product portfolio including fuel, ignition, and steering accessories for classic and modern performance vehicles. Competes as an incumbent with scale advantages across the enthusiast channel.
• Speedway Motors: Broad-line retailer and distributor of performance and hot rod parts including steering components for classic cars and racing. Overlaps as a competitor and channel partner for street rod steering products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/BorgesonUniversalCompany
• LinkedInlinkedin.com/company/borgeson-universal-co-inc-

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Borgeson