Grant Products International

What Grant Products International does

Grant Products International, LLC (GRANT) is a Brownsville, Texas-based manufacturer of custom steering wheels and accessories founded in 1922 as the Grant Company by Gerry Grant. The company produces a broad catalog of steering wheels organized into Classic, Racing, Marine, Billet, Wood, Wrapped, Foam, Metal Flake, Chain, Heritage, Suede, and Gripper series, along with horn buttons (Billet, Classic, Signature), installation kits, quick releases, carbon fiber sheets and accessories, and styling/security products. Manufacturing is conducted at an ISO/TS 16949 certified facility in Matamoros, Mexico, with a distribution center in Brownsville, Texas, a corporate sales office in Duarte, California, and affiliated facilities in Italy and Asia.

GRANT operates a dual business model. Direct-to-consumer revenue is generated through its grantproducts.com e-commerce storefront selling aftermarket steering wheels, horn buttons, installation kits, and accessories to enthusiasts across automotive, racing, marine, UTV/golf car, heavy duty truck, and RV segments, with products priced on a unit basis in the $20-$400 range. Enterprise revenue is generated as a Tier 2 OEM supplier producing factory steering wheels for automotive platforms including Cadillac Escalade, Lincoln Navigator, Cadillac SRX, Ford F150, Ford F250, and Corvette C8 carbon fiber components, and as an OEM supplier to the marine industry. Technology stack centers on CNC-machined billet aluminum, autoclave dry vacuum pressed carbon fiber, hand-finished wood steering wheels, urethane foam injection, leather wrapping, and patented heated steering wheel technology, with products developed and produced in North America using North American raw materials.

Name

Grant Products International

Legal name

GRANT Products International, LLC

Website

https://grantproducts.com

Company type

Private

Founded year

1922

Operating status

Operating

Headcount range

11–50 employees

Short description

Grant Products International manufactures custom steering wheels and accessories for the automotive aftermarket, racing, marine, UTV, heavy duty truck, and OEM markets, selling via e-commerce and as a Tier 2 supplier to Ford, GM, Lincoln, and other OEMs from facilities in Texas, California, and Matamoros, Mexico.

Ownership category

akta.pro rank

Headquarters

HQ city

Brownsville

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Steering Wheel Sales: Primary revenue from manufacturing and selling custom steering wheels across multiple series including Classic, Racing, Billet, Marine, and Wood collections. Products sold directly through e-commerce with unit-based pricing.
2. Horn Button and Accessory Sales: Sales of horn buttons (Billet, Classic, Signature series), installation kits, quick releases, and automotive accessories. Accessory products include spacers, adapters, and conversion plates.
3. Carbon Fiber Product Sales: Sales of carbon fiber sheets, roll cage protectors, switch plates, and parachutte handles. Manufacturing includes autoclave dry vacuum pressed products.
4. OEM/Tier 2 Supplier Contracts: Revenue from serving as tier 2 supplier to automotive OEM industry and original equipment supplier to marine industry. Includes production of steering wheels for platforms such as Cadillac Escalade, Lincoln Navigator, Ford F150, Ford F250, and Corvette C8.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Grant Products International manufactures and sells custom steering wheels and accessories for the automotive aftermarket, racing, marine, UTV/golf car, heavy duty truck, and RV/motorhome industries. The company offers multiple product series including Classic, Racing, Marine, Billet, Wood, Wrapped, Foam, Metal Flake, Chain, Heritage, Suede, and Gripper steering wheels, along with horn buttons, installation kits, quick release kits, and carbon fiber products. Grant also serves as a Tier 2 OEM supplier of factory steering wheels to major automotive manufacturers including Ford, GM, Chrysler, and Lincoln, and as an OEM supplier to the marine industry.

Product overview

Grant Products International (GRANT) is a leading manufacturer of custom steering wheels and accessories for the automotive aftermarket, racing, marine, UTV/golf car, heavy duty trucks, and RV/motorhome industries. The product portfolio is organized around several core product lines: Steering Wheels (offered in Classic, Racing, Marine, Billet, Wood, Wrapped, Foam, Metal Flake, Chain, Heritage, Suede, and Gripper series), Horn Buttons (Billet, Classic, and Signature series with licensed OEM branding), Installation Kits (automotive and billet options for vehicle-specific applications), Quick Release Kits, and Carbon Fiber Products (sheets, roll cage protectors, and accessories). The company also offers accessories including wheel pullers, conversion plates, spacers, and styling rings for airbag wheels. GRANT operates as an ISO/TS certified manufacturer with facilities in Matamoros, Mexico, serving as a tier 2 supplier to automotive OEMs and producing products entirely developed and produced in North America.

Differentiator

Problem solved

Functional benefit

Products and services

• Classic Steering Wheels Classic steering wheels featuring traditional designs with wood grips, stainless steel spokes, and foam cushions. Includes Mustang wheel models and Collectors wheels for automotive aftermarket consumers.
• Racing Steering Wheels High-performance steering wheels designed for racing applications including Pro Stock, Formula GT, and Competition wheels with suede and gripper materials for motorsport drivers and racing enthusiasts.
• Marine Series Steering Wheels Steering wheels designed for marine and boating applications including Korona, Evader, Harrys, Laguna, Tahoe, and Salt Water Vintage Destroyer models for boat owners and marine OEM customers.
• Billet Series Steering Wheels CNC machined billet aluminum steering wheels available in Classic, T Spoke, and Nostalgia styles with multiple color options for automotive enthusiasts seeking premium metal construction.
• Wood Series Steering Wheels Genuine wood steering wheels featuring classic designs with brushed stainless steel or polished metal spokes, including Mustang wheels and Collectors wheels with real rivets for classic car restoration.
• Wrapped Series Steering Wheels Steering wheels wrapped in leather or synthetic materials including Formula GT, LeMans, Corvette, and Collectors wheels for premium comfort and aesthetic appeal.
• Foam Series Steering Wheels Steering wheels featuring foam grips in Rugged (ribbed pattern) and High Gloss finishes for classic styling and comfortable grip.
• Metal Flake Series Steering Wheels Steering wheels featuring metallic flake finishes in various colors including Gold, Blue, Red, Purple, and Green for distinctive visual styling.
• Chain Series Steering Wheels Classic chain-style steering wheels including models 740 and 741 for vintage and custom vehicle aesthetics.
• Heritage Collection Steering Wheels Modular construction steering wheels that are easy to custom paint or customize the rim to match vehicle upholstery for personalized styling.
• Suede Series Steering Wheels Steering wheels offering comfortable feel with custom stitching and colors for a performance look targeted for all drivers and vehicles.
• Gripper Series Steering Wheels Steering wheels offering strong grip for aggressive drivers in various conditions, designed for performance-oriented driving.
• Horn Buttons - Billet Series CNC machined aluminum horn buttons with black anodized and polished finishes, including branded options for Jeep, Chevy, Ford, and Mopar.
• Horn Buttons - Classic Series Classic styled horn buttons including Mustanger, Chromed buttons for Jeep, Cadillac, Chevy Bow Tie, Mopar, Chrysler Pentastar, Cobra, and GMC Truck.
• Horn Buttons - Signature Series OEM-approved and officially licensed horn buttons with branded decals for Jeep, Mustang, Chevrolet, Ford Script, Lincoln, Mopar, Cadillac, and Chrysler.
• Steering Wheel Accessories Various steering wheel accessories including wheel pullers, steering wheel conversion plates, billet sleeves and spacers, extension kits, and bolt adapters for installation and customization.
• Quick Release Kits Quick disconnect kits enabling removal of steering wheel, available in 3-bolt and 5-bolt configurations for GM, Ford, and Mustang applications for theft deterrence and easy access.
• Installation Kits - Automotive Vehicle-specific installation kits including hubs, post covers, horn components, and installation accessories. Compatible with vehicles from 1940-2025.
• Installation Kits - Billet Series CNC machined billet aluminum installation kits designed to fit 5 and 6 hole steering wheels with vehicle-specific applications.
• Carbon Fiber Sheets Real carbon fiber sheets manufactured using autoclave dry vacuum pressed process with high gloss or low gloss matte finishing, available in multiple sizes including 24x39 inches and 19.4x48 inches.
• Carbon Fiber Roll Cage Protectors Carbon fiber tube and roll cage protectors available in multiple lengths (30, 48, 59 inches) for tubes 1.25 to 2 inches in diameter for racing and off-road applications.
• Carbon Fiber Accessories Carbon fiber accessories including parachute handles (8.5 and 11 inch sizes) and switch plates (1, 2, and 4 hole configurations) for steering wheels.
• Styling Rings Custom covers for airbag-equipped steering wheels allowing vehicle customization while retaining original airbag safety.
• Vehicle Security System Removable steering wheel security system ('NO WHEEL NO STEAL') to deter vehicle theft.
• OEM Steering Wheel Production for Automotive Manufacturers OEM Tier 2 supplier producing customized factory steering wheels for automotive manufacturers including Ford (F150, F250, Mustang), GM (Cadillac Escalade, Cadillac SRX), and Lincoln (Navigator) with proprietary heated steering wheel technology.
• UTV and Golf Car Steering Wheels Steering wheels for utility vehicles, side-by-side vehicles, and golf cars, with OEM production for UTV industry including electronic steering wheels development for UTV industry.
• Heavy Duty Truck Steering Wheels Heavy duty truck and RV/motorhome steering wheels for commercial vehicle applications and customization.

Named customers4 records

Segments6 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

Partnerships

Four partnerships are on record, tiered core and minor.

• Ford Motor CompanycoreOEM/ Whitelabel/ Licensing PartnerOfficial Licensed Product manufacturer producing Ford-branded steering wheels and horn buttons. License to produce replacement steering wheels for Ford vehicles including Mustang applications and Roush airbag wheels.
• General MotorscoreOEM/ Whitelabel/ Licensing PartnerOfficial Licensed Product manufacturer for GM and Chevrolet brands. Produces horn buttons and decals with GM branding under official licensing agreement.
• Lincoln (Ford)coreOEM/ Whitelabel/ Licensing PartnerLicensed to produce Lincoln-branded horn buttons and steering wheel accessories as part of Ford's luxury vehicle brand offerings.
• Peter Granata (Designer)minorStrategic or Co-development PartnerMarine steering wheel designer Peter Granata collaborated with Grant Marine starting in 2009 to create innovative line of wheels destined to become timeless classics. Collaboration continued through 2010.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Holley Performance Products: Large US-based aftermarket performance parts platform encompassing multiple specialty brands across engine, drivetrain, and interior categories. Broader portfolio than Grant but operates in the same enthusiast aftermarket channels and competes indirectly for share of restoration and performance budgets.

Direct peers

• Detroit Speed Engineering: US-based performance parts manufacturer focused on vintage muscle cars and pro-touring builds, including steering and chassis components. Comparable classic/performance positioning to Grant's Mustang, Camaro, and Challenger aftermarket lines.
• Borgeson Universal Company: US-based manufacturer of replacement and custom steering columns, shafts, and related components. Overlaps with Grant on steering-system aftermarket products and serves the same restoration and hot rod customer base.
• MOMO s.r.l. Italian manufacturer of premium aftermarket and OEM steering wheels with deep motorsport heritage. Directly comparable to Grant across racing, classic, and OEM Tier 2 product lines, and is already referenced as a Grant technology/integration partner.
• Lokar Performance Products: US-based aftermarket manufacturer of custom automotive accessories including shifters, pedals, and steering column components. Comparable product overlap with Grant's installation kits and accessories for the classic and custom car market.
• Nardi Personal Steering Wheels: Italian aftermarket and OEM steering wheel manufacturer with strong classic and motorsport positioning. Competes head-to-head with Grant in billet, wood, and racing wheel categories and supplies OEM Tier 2 programs in Europe.
• Flaming River Industries: US-based manufacturer of custom steering columns, rack-and-pinion kits, and steering components for hot rods, classics, and performance vehicles. Direct overlap with Grant's installation kit and custom wheel offerings for the restoration market.
• Ididit Inc. US-based manufacturer of custom steering columns, wheels, and accessories for hot rods, classics, and pro-touring builds. Closely comparable to Grant's classic and custom automotive product lines and serves a similar enthusiast customer segment.
• Sparco S.p.A. Italian motorsport and aftermarket brand producing racing steering wheels, seats, and harnesses. Overlaps directly with Grant's Racing, Formula GT, Suede, and Gripper series and competes for the same enthusiast customer base.
• Luisi S.r.l. Italian aftermarket steering wheel manufacturer focused on classic, wood, and billet designs. Directly comparable to Grant's Classic, Wood, and Billet series for the restoration and personalisation aftermarket.

Market position

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/grant_products
• Facebookfacebook.com/grantproducts
• LinkedInlinkedin.com/company/grant-products-international-inc

Compliance1 record

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 Grant Products International