What ODG does

ODG Instruments is the commercial brand of ODG Auto Acessórios Ltda., a privately held Brazilian limited liability company founded in July 2000 in Belo Horizonte (now headquartered in Contagem, Minas Gerais). The company designs, develops and manufactures fully electronic instrument panels and accessory gauges for classic and high-performance vehicles sold in the Brazilian market, including dedicated dashboards for Chevrolet (Chevette, Opala, C10/C14/Veraneio, D20/C20/A20, Bel Air, Brasil/3100), Ford (F1, F100, F1000, Maverick, F75/Rural/Willys, Del Rey/Pampa), Volkswagen (Fusca, Gol G1/G2, SP1/SP2, Kombi, UP TSI), Dodge (Dart/Le Baron/Charger), Porsche (914) and Land Rover (Defender) models, organized into 10 product lines such as Carbon, Dakar, Dakar FC, Evolution, Linha Pesada 12/24V and Hot Retrô. Core technology comprises microcontroller-driven panels, stepper-motor pointer movement, OLED high-contrast displays, signal-conditioning electronics (including the proprietary CSI-1 inductive-to-square-wave converter) and translucent multi-color LED illumination with DIMMER control.

The underlying products are engineered as plug-and-play replacements for the original analog clusters of specific vehicle models, with configurable speedometers (Hall or inductive inputs, programmable gear ratio and tire diameter), configurable tachometers (Otto and Diesel via alternator W), programmable fuel-level and temperature indicators, electronic oil-pressure and turbo-pressure monitoring, and integration with aftermarket ignitions such as MSD and Mallory. The product portfolio also includes standalone 52 mm gauges, speed and pressure sensors, a GPS-based speed sensor, signal conditioners, wiring harnesses, shift lights, and a small branded-apparel line (ODG_CLOTHES) featuring caps and T-shirts. Pricing is published in BRL on the corporate site, with complete panels ranging from R$1,958 to R$5,060 and individual gauges from R$80 to R$632.50.

ODG operates a direct-to-consumer go-to-market via its own Tray Commerce e-commerce storefront (odginstruments.com.br), supplemented by phone and WhatsApp sales, an active Instagram account (@odginstruments) with embedded social proof on product pages, an email newsletter, an external blog (odg.com.br) and the Loja Protegida trust seal. Payments are processed by Vindi, supporting Pix and Visa/MasterCard/Diners/Amex/Elo credit cards with up to 12x interest-free installments; orders ship nationally within Brazil via Correios. The customer base is a long tail of Brazilian classic-car restorers, light-commercial pickup owners, performance/tuning enthusiasts (notably of VW UP TSI) and competition/collection vehicle builders; the company holds no named enterprise or B2B accounts, and all sales are unit-level consumer transactions.

Name

ODG

Legal name

ODG Auto Acessórios Ltda.

Website

https://odginstruments.com.br

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

ODG Instruments is a privately held Brazilian manufacturer of fully electronic instrument panels and accessory gauges, designed as plug-and-play retrofits for classic and high-performance vehicles (Chevrolet, Ford, VW, Dodge, Porsche, Land Rover) and sold direct-to-consumer via its own e-commerce storefront to Brazilian restorers, pickup owners, and tuning enthusiasts.

Ownership category

akta.pro rank

Product category

Automotive aftermarket instruments

NAICS

Motor Vehicle Electrical and Electronic Equipment Manufacturing (33632), Other Measuring and Controlling Device Manufacturing (334519)

SIC

Instruments For Meas & Testing Of Electricity & Elec Signals (3825)

akta.pro primary industry

Automotive Instrument Clusters, Displays & HMI Electronics Manufacturing (IMACAJAG)

akta.pro secondary industries

Automotive Power Electronics & Inverters/Converters Manufacturing (IMACAJAE), Automotive E/E Architecture Components Manufacturing (Domain/Zonal Controllers, Gateways, Network Switches) (IMACAJAI)

Keywords

• Automotive instrument panels
• Classic car gauges
• Vehicle dashboard panels
• Aftermarket vehicle instruments
• Electronic speedometers

Headquarters

HQ city

Contagem

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware sales of instrument panels and individual gauges: One-time sale of complete electronic instrument panels (R$1,958 to R$5,060) and individual 52mm gauges such as manometers (R$451 to R$561) and contagiros (R$632.50), shipped in wooden packaging with manuals. Customers pay via Pix or credit card (Visa, MasterCard, Diners, Amex, Elo) with up to 12x interest-free installments.
2. Accessories and complementary parts sales: Sale of complementary accessories required to install the panels: speed sensors (R$209 to R$632.50), temperature sensors, pressure sensors, inductive sensor signal conditioner CSI-1 (R$236.50), installation kits with nylon hose, wiring harnesses (Chicote Derivador UP-TSI at R$108.90), LED illumination, dimmer modules, shift lights, and grille accessories.
3. Branded merchandise (GRIFE line): Sale of branded apparel and accessories under the ODG_CLOTHES label including Premium Baseball caps (Boné Premium ODG) at R$80 each, plus T-shirts (camisetas). Smaller revenue stream that reinforces brand presence at automotive events.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

ODG Instruments designs, manufactures, and sells 100% electronic instrument panels (R$1,958 to R$5,060) and individual 52mm gauges — speedometers, tachometers, manometers, and indicators — for classic Brazilian-market vehicles (Chevrolet, Ford, VW, Dodge, Porsche, Land Rover, Willys). All panels are developed in-house with microcontroller-based management, stepper-motor pointers, OLED high-contrast displays, and translucent LED illumination with 7 selectable colors and DIMMER brightness. The product line is complemented by installation accessories such as speed sensors, temperature sensors, pressure sensors, the proprietary CSI-1 inductive signal conditioner, wiring harnesses, and LED illumination modules.

Differentiator

Problem solved

Functional benefit

Brands

• ODG_CLOTHES: Apparel/lifestyle brand under the ODG umbrella, marketed for caps (bonés) and t-shirts with automotive-heritage branding (e.g., "Boné Premium Baseball ODG").

Products and services

• Painel de Instrumentos Chevette GP (Chevette GP Dashboard Panel) Complete 100% electronic dashboard panel designed to replace the original instrument cluster of the Chevrolet Chevette, Maraj\u00f3 and Chevy models built between 1973 and 1987, inspired by the Chevette GP. Integrates electronic speedometer with total/partial odometer, configurable tachometer, fuel-level indicator, engine temperature indicator, warning-light array, OLED display, translucent white illumination with DIMMER function, and integrated Shift Light. Operates on 12 Volts with maximum sender resistance of 1 k\u03a9. Reference 1440020, R$ 1,969.00.
• Conjunto de instrumentos Pickups C10/C14/Veraneio (114mm) Two-gauge (speedometer + tachometer) instrument set designed for the Chevrolet C10, C14 and Veraneio pickups, with 114 mm (4 1/2") mounting that matches the original panel cut-out. Features electronic speedometer (0-200 km/h), tachometer (0-7,000 RPM, compatible with 4/6/8 cylinder Otto and Diesel engines), fuel-level indicator with 4 pre-programmed senders, engine and external temperature indicators, 7 selectable translucent illumination colors, DIMMER function, and red illuminated pointers. Operating voltage 9-16 VDC. Reference 1580000, R$ 3,971.00.
• Painel de Instrumentos Chevrolet Bel Air 1955/1956 Instrument cluster inspired by the 1955/1956 Chevrolet Bel Air, with period-correct Bel Air lettering. Includes an electronic oil-pressure gauge that reads 0-5 VDC from an in-engine pressure sensor (no fluid lines routed into the cabin), configurable presentation rate to suppress pointer vibration, and offset adjustment for atmospheric compensation; the sensor survives 2\u00d7 nominal pressure without damage or loss of calibration. Reference 1440080, R$ 5,060.00.
• Painel de Instrumentos Opala SS 69 a 80 (Opala SS 69-80 Dashboard Panel) Complete electronic dashboard for the Chevrolet Opala and Caravan (1969-1980) in SS-style retro lettering, with translucent illumination and illuminated pointers controlled via DIMMER. Includes electronic speedometer (Hall sensor, total and partial odometer, configurable for any gear ratio and tire diameter), electronic tachometer (compatible with electronic ignition, programmable injection and MSD/Mallory Tach Output), fuel-level indicator calibratable to any tank/sender, and engine temperature indicator with included 2-terminal sensor. Packaged in a wooden case. Reference 1440000, R$ 3,586.00. Not recommended for vehicles with points (platinado) ignition.
• Painel de Instrumentos Opala / Caravan 88 a 92 Verde Complete electronic dashboard for the Chevrolet Opala and Caravan built between 1988 and 1992, with the original-style lettering and characteristic green translucent illumination. Includes electronic speedometer with Hall sensor (total/partial odometer), electronic tachometer (4/6/8 cylinders), universal fuel-level indicator calibratable to any tank, engine temperature indicator with included 2-terminal sensor, illuminated pointers and DIMMER brightness control, OLED high-contrast display. Wooden packaging. Reference 1440009, R$ 3,751.00.
• Painel VW G1 DAKAR Full-Color 220 km/h 8.000 RPM Complete dashboard panel for first-generation VW Gol, Parati, Saveiro and Voyage (1988-1994) in the Dakar Full Color line, with 220 km/h speedometer, 8,000 RPM tachometer and integrated Shift Light. Fully electronic with microcontroller management, stepper-motor pointers, OLED high-contrast display, configurable speedometer (any gear ratio and tire diameter, Hall or inductive sensor with CSI-1), tachometer for 3/4/5/6 cylinder engines, programmable fuel-level indicator, engine temperature indicator with programmable warning, and translucent illumination with DIMMER. Reference 1440011, R$ 2,640.00.
• Painel de Instrumentos Ford F100 (Pickup 1972-1984) Rectangular electronic dashboard panel for Ford F100 (and compatible F1000) pickups built in Brazil between 1972 and 1984. Includes electronic speedometer (0-180 km/h, configurable gear ratio and tire diameter, accepts inductive or square-wave sensors), graphical-bar tachometer (0-8,000 RPM, Otto or Diesel via alternator W output), electronic oil-pressure indicator (with sensor and harness), engine temperature indicator, programmable fuel-level indicator with 4 pre-set senders, external temperature indicator, and 6-function warning-light array. Operating voltage 12 VDC. Reference 1440063.
• Painel de Instrumentos VW G2 Gol Bola (Gol/Parati/Saveiro 1994-1999 Dashboard) Drop-in replacement dashboard for second-generation VW Gol, Parati and Saveiro (1994-1999) and compatible third-generation models with lamp-illuminated panels. Scale up to 260 km/h and 8,000 RPM, with electronic speedometer (Hall sensor, CSI-1 compatible for inductive), fuel-level indicator (default or custom sender), engine temperature indicator, fuel reserve warning, and a wide warning-light array (oil pressure, alternator, turn signals, low/high beam, brake, glow plug, ABS, defogger, code and injection). Reference 1440013, R$ 1,958.00.
• Painel de Instrumentos Chevrolet 3100 / Brasil 1955-1964 Replacement instrument panel for Chevrolet 3100 (1955-1959) and Chevrolet Brasil (1955-1964) pickups, combining period-correct classic lettering with modern electronics. Features electronic speedometer (programmable odometer, Hall sensor or inductive via CSI-1), tachometer (0-6,000 RPM, 4/6/8 cylinders, points, electronic ignition, programmable injection, MSD/Mallory, Diesel via alternator W output), electronic oil-pressure gauge with in-engine sensor, programmable engine temperature, programmable fuel-level indicator with 4 pre-set senders, voltmeter, 7 selectable translucent illumination colors with DIMMER, and red illuminated pointers. Reference 1440060, R$ 5,060.00.
• Painel de Instrumentos VW KOMBI Clipper Dashboard panel inspired by the VW Kombi Clipper trim, with electronic speedometer (Hall sensor up to 1000 pulses/100 m), Otto-cycle tachometer (2, 4, 6 or 8 cylinders, plus 4-cylinder dual-coil) with integrated Shift Light, programmable fuel-level indicator (up to 1000 ohms), engine temperature indicator, OLED display (total, partial and reserve odometer), and warning lights (oil pressure, alternator, turn signals, high beam, brake). Translucent LED illumination with 7 selectable colors, red illuminated pointers and DIMMER. Includes speed sensor, temperature sensor, configuration keyboard and harness. Reference 1620000, R$ 2,629.00.
• Conjunto de Instrumentos Porsche 914 (German Look) 100 mm multi-function instrument set styled after the Porsche 914 (popular for VW Beetle "German Look" builds). Includes electronic speedometer (0-200 km/h or 120 MPH, configurable, supports inductive \u22651 Vpp or square-wave sensors, 60 km/h calibration), 8,000 RPM tachometer (Otto 4/6/8 cylinders or Diesel via alternator W output), engine temperature gauge (MTE4054 / ODG 052.0.0.0.3 sensor), programmable fuel-level indicator (4 pre-set senders + custom), 6-function warning-light array, 7 selectable translucent illumination colors with DIMMER, and red illuminated pointers. Operating voltage 9-16 VDC. Reference 1361729, R$ 4,114.00.
• Conjunto de Instrumentos Ford F1000 (1979-1992) Multi-function instrument cluster for the Brazilian Ford F1000 pickup (1979-1992) at original mounting cut-out. Includes electronic speedometer (0-180 km/h), configurable tachometer (4,000 or 6,000 RPM, Otto or Diesel), electronic oil-pressure gauge with in-engine sensor (survives 2\u00d7 pressure), electronic turbo-pressure gauge (0-2 BAR, sensor tolerates up to 5 BAR), engine temperature gauge, fuel-level gauge, battery voltage gauge, 6-function warning-light array, 7 selectable translucent illumination colors with DIMMER. Operating voltage 12 VDC. Reference 1580003, R$ 5,060.00.
• Painel de Instrumentos Dodge Dart / Le Baron / Charger Complete replacement instrument panel for Brazilian-market Dodge Dart, Le Baron and Charger, with national-model lettering. Features 7 selectable translucent illumination colors with DIMMER and red illuminated pointers, electronic speedometer with total/partial odometer (Hall sensor, eliminates original cable), tachometer (4/6/8 cylinders, electronic ignition, programmable injection, MSD/Mallory Tach Output), fuel-level indicator calibratable to any tank, temperature sensor, OLED high-contrast display, 12 V operation. Reference 1440070, R$ 3,993.00.
• Conjunto Instrumentos Pick-Up Willys / F75 / Rural Three-instrument set (speedometer, tachometer and temperature gauge) built to the original F75/Rural mounting. Includes electronic speedometer (0-160 km/h, configurable gear ratio and tire diameter, square-wave Hall sensor or inductive via CSI-1) with total/partial odometer and 6-LED warning array, configurable tachometer (0-7,000 RPM, 4/6/8 Otto cylinders or Diesel via W output), digital temperature indicator (MTE4054 sensor with harness), and programmable fuel-level indicator (4 pre-set senders + custom, with reserve alert). Operating voltage 9-16 VDC. Reference 1580002, R$ 2,915.00.
• Conjunto Completo Fusca 1600S (Bezor\u00e3o) Complete instrument dashboard for the VW Fusca 1600S (Bezor\u00e3o) replacing the original cluster with the classic Bizorr\u00e3o-1600s styling. Ref 1610010, R$ 4,410.00 (was R$ 4,900.00). Marked as part of the "Dia Mundial do Fusca" promotion.
• Painel Black Fusca (Carbon line: Speedometer 160 km/h + Fuel Level 52 mm) Featured (Destaques) electronic dashboard panel for the VW Fusca in the Carbon black-line, pairing an electronic speedometer (160 km/h) with a 52 mm fuel-level gauge. R$ 1,940.40 with 10% OFF discount.
• Contagiros HOT Full Color 52 mm 7.000 RPM (Standalone Tachometer) Featured (Destaques) standalone 52 mm tachometer in the Hot Retr\u00f4 Full Color line with 7,000 RPM scale. R$ 632.50.
• Man\u00f4metro UP TSI Boost -1 a 2 BAR 52 mm El\u00e9trico 52 mm electric boost/vacuum manometer for the VW UP TSI, exclusively using the original MAP sensor signal (OEM 0281.002.977) located on the throttle body without interfering with the ECU; measures both positive (turbo) pressure and vacuum. Black background, black internal/external bezel, red pointer, white illumination. Supplied with a derivative wiring harness for plug-in installation. Operating voltage 9-16 VDC. Reference 1551400, R$ 561.00.
• Man\u00f4metro UP TSI Boost 2 BAR 52 mm El\u00e9trico 52 mm electric boost manometer (0-2 BAR) for the VW UP TSI, using the signal from the vehicle's original turbo pressure sensor (OEM 04C.906.051) located between turbine and throttle body. The optional Chicote Derivador Sensor Press\u00e3o UP-TSI enables plug-in installation. Reference 1551402, R$ 451.00.
• Condicionador de Sensor Indutivo CSI-1 Three-mode signal conditioner that converts sinusoidal (inductive 2-wire) sensor signals to square-wave signals compatible with ODG speedometers and tachometers. Mode 1 converts sine signals for tachometers used on Diesel vehicles (producing a signal equivalent to a 4-cylinder Otto distributor). Mode 2 converts and counts pulses for ODG speedometers used with 2-wire inductive sensors. Mode 3 is a pure sine-to-square wave converter with no division. Reference 1470000, R$ 236.50.
• Bon\u00e9 Premium ODG (GRIFE line — Premium Baseball Caps) ODG Premium Baseball caps in the GRIFE (branded apparel) line under the ODG_CLOTHES sub-brand, modeled in 6-panel American/baseball cut, 100% polyester, adult size, rear metallic adjuster, front ODG logo patch (silk + embroidery), exclusive side silk with the ODG founding year, and a custom internal ODG Instruments tape. Available in two colorways: wine with black brim and black with wine brim. R$ 80.00 per unit.

Quantifiable outcome

• Instrument replacement preserves original vehicle mileage by allowing a configurable initial odometer value
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature8 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Tray Commerce (Locaweb)coreTechnology or IntegrationTray Commerce is the e-commerce platform powering the entire odginstruments.com.br storefront (referenced as 'loja 1015702'). It provides the catalog, checkout, payment, shipping, customer account, and Loja Protegida integration. Tray attribution link appears in the footer of every page.
• VindicoreTechnology or IntegrationVindi processes payments on the ODG storefront; the footer lists payment methods 'Cartão Visa/MasterCard/Diners/Amex/Elo - Vindi' and 'Pix - Vindi', making Vindi the gateway for the credit-card and Pix transactions that make up ODG's revenue.
• Loja ProtegidaminorGTM or Marketing PartnerLoja Protegida is a third-party trust and security seal provider whose badge is displayed on the ODG storefront (lojaprotegida.com.br/1015702) to certify secure e-commerce practices and reduce buyer hesitation.
• DevRocketminorImplementation/ SI/ Consulting PartnerDevRocket is credited as the agency ('Agência DevRocket') responsible for developing and maintaining the Tray storefront, with link to devrocket.com.br in the site footer.
• Instagram (Meta)coreGTM or Marketing PartnerODG maintains an active brand account (@odginstruments) on Instagram and embeds Instagram posts and reels directly on product pages (e.g. installation videos of Chevette GP, Opala SS, VW G1, F100) as primary social proof.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Stack Inc: British manufacturer of classic-style and modern analog/digital automotive instruments widely used in motorsport, classic-car restoration and custom builds. Closely comparable in vintage-styled gauges and full cluster replacements for classic vehicles.
• AEM Performance Electronics: US performance-electronics brand producing digital and analog gauges, wideband controllers and instrument displays for tuned and motorsport vehicles. Comparable to ODG's performance-segment gauges and modern electronic displays.
• Auto Meter Products: Large US aftermarket performance-gauge manufacturer offering speedometers, tachometers, boost/oil-pressure gauges and full custom instrument systems. Comparable to ODG in product mix (standalone gauges plus full clusters) and customer base (performance and tuning enthusiasts).
• Dakota Digital: US-based manufacturer of digital and analog instrument clusters and gauges for classic American cars, muscle cars and hot rods. Closest international analog to ODG: vehicle-specific digital clusters that replace original analog dashboards with modern electronics, marketed to restorers and customizers.
• Intellitronix: US maker of LED digital instrument panels and gauges for custom cars, hot rods and classics. Overlaps ODG on digital-cluster retrofits with programmable displays and customizable illumination.
• Classic Instruments: US specialist in direct-fit electronic instrument clusters and gauges for classic and vintage vehicles, including custom speedometers, tachometers and full dashboard packages. Highly comparable to ODG's vehicle-specific plug-and-play approach for the restorer market.
• Faria Beede Instruments: US manufacturer of analog and digital gauges, instrument clusters and senders for automotive, marine and specialty vehicles. Overlaps ODG in standalone gauges, senders and small instrument clusters for niche vehicle applications.
• Equus (Innovate Motorsports / Equus Direct): US aftermarket gauge brand offering analog and digital speedometers, tachometers and multi-gauge kits for classic and custom vehicles. Overlaps ODG in the entry-to-mid price band of standalone gauges and instrument clusters.

Broad incumbents

• Bosch Mobility Aftermarket: Global automotive electronics giant with an aftermarket gauge and instrument portfolio. Comparable as a broad incumbent that could enter the Brazilian classic-instrument niche, though its primary focus is OEM and modern vehicle electronics.
• VDO (Continental): Large Tier-1 automotive instrument and gauge supplier (part of Continental) serving OEM and aftermarket globally. Relevant as a broad incumbent whose aftermarket product range overlaps ODG's gauge and cluster offering, though it is not vertically specialized in Brazilian classics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/odginstruments
• Facebookfacebook.com/odginstruments
• LinkedInlinkedin.com/company/odg-instruments

Compliance3 records

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 ODG