Bilstein on America
Thyssenkrupp Bilstein of America (BILSTEIN) distributes premium German-engineered automotive shock absorbers and suspension systems across the US through DTC e-commerce, a curated dealer network, and an AutoZone retail partnership, serving performance, off-road, OE replacement, and motorsport customer segments.
- Company typePrivate
- Founded1873
- HeadquartersHamilton, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Bilstein on America does
Thyssenkrupp Bilstein of America (DBA BILSTEIN) is the US operating subsidiary of thyssenkrupp AG's Bilstein division, distributing high-performance automotive shock absorbers and complete suspension systems from its Poway, California headquarters. The product portfolio is built on proprietary monotube and twin-tube damper technologies, state-of-the-art air springs, and electronic damping control systems marketed as DampTronic, organized into clearly tiered series: B4 OE Replacement, B6 (DampTronic) Performance, B8 Performance Plus, B8 TerraSport, premium B16 (DampTronic) and B16 (PSS10) adjustable suspension kits, and the motorsport-grade AS2 (BV) coilover line. Manufacturing is centralized in Germany (with technology validated at the Nürburgring) while the US entity focuses on distribution, technical support, and customer service.
The business runs an asset-light, multi-channel US sales motion: a proprietary Magento-based DTC e-commerce storefront at cart.bilsteinus.com with vehicle/part-number/universal-shock search; a curated dealer network of BILSTEIN experts providing consultation and installation; and a retail/reseller partnership with AutoZone, which lists BILSTEIN products both in-store and online. Pricing is unit-based, with MSRPs ranging from roughly $173 for entry-level B8 TerraSport shocks to $4,290-$5,200 for premium B16 complete kits, and most SKUs in the $180-$1,000 band; returns are allowed within 30 days subject to a 15% restocking fee, and most products carry a Limited Lifetime Warranty.
Customer reach spans US passenger vehicle owner segments including performance/street, off-road and truck, OE replacement, and motorsports enthusiasts, with product fitments covering BMW, Porsche, Mercedes-Benz (including AMG), Audi, Volkswagen (Golf R/GTI), Mini Cooper, and Ford. The go-to-market is fragmented across large numbers of individual consumers, independent installers, and dealers, which distributes revenue risk; corporate control rests entirely with the thyssenkrupp parent. No management roster, funding events, M&A, regulatory actions, or restructuring moves were disclosed in the source material.
Bilstein on America firmographics
Firmographics- Name
- Bilstein on America
- Legal name
- Thyssenkrupp Bilstein of America
- Website
- https://bilsteinus.com
- Company type
- Private
- Founded year
- 1873
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Thyssenkrupp Bilstein of America (BILSTEIN) distributes premium German-engineered automotive shock absorbers and suspension systems across the US through DTC e-commerce, a curated dealer network, and an AutoZone retail partnership, serving performance, off-road, OE replacement, and motorsport customer segments.
- Ownership category
- akta.pro rank
Bilstein on America industry classification
Industry- Product category
- Automotive Suspension Components
- NAICS
- Automotive Parts and Accessories Retailers (44133)
- SIC
- Wholesale-Motor Vehicle Supplies & New Parts (5013)
- akta.pro primary industry
- Suspension Systems & Components (Springs/Shocks/Struts/Air Suspension) (IMACAIAA)
Keywords
Where Bilstein on America is headquartered
LocationHeadquarters
- HQ city
- Hamilton
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Bilstein on America business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Aftermarket Shock Absorber Sales: One-time sale of shock absorbers, suspension struts, and complete suspension kits to consumers and through dealer network. Products are sold at MSRP with varying price points based on product tier and application complexity.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | B8 Performance Plus - Mid-range performance shock absorbers for lowering spring pairings |
| Unit Pricing | Pay-as-you-go | B6 Performance (DampTronic) - OE replacement level performance with electronic compatibility |
| Unit Pricing | Pay-as-you-go | B16 (DampTronic) - Premium suspension kits with ride height adjustability |
| Unit Pricing | Pay-as-you-go | AS2 (BV) Series - Motorsport-grade rebuildable shocks with base valve technology |
| Unit Pricing | Pay-as-you-go | Standard Warranty and Return Policy |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Bilstein on America product offering
Product offeringCore offering
Bilstein on America manufactures and distributes high-performance automotive shock absorbers and suspension systems under the BILSTEIN brand. The product portfolio spans OE replacement dampers, performance upgrade shocks, ride-height adjustable suspension kits, and motorsport-grade coilovers, sold through a direct e-commerce storefront, an authorized dealer network, and OEM supply relationships with German automakers.
Product overview
Bilstein on America is a manufacturer of high-quality shock absorbers and suspension systems. The company operates under the BILSTEIN brand and offers its products through three main divisions: Performance (street/performance suspension), OE Replacement (workshop/OE quality parts), and Truck & Off-Road. The product portfolio is organized into distinct series and product types that serve different market segments. The B4 OE Replacement Series provides direct OE replacement parts. The B6 Performance Series and B8 Performance Plus Series offer performance upgrades for pairing with OE or aftermarket springs, with DampTronic variants for vehicles with factory electronic damping. The B8 TerraSport Series targets terrain-focused applications. The premium B16 (DampTronic) and B16 (PSS10) Suspension Kits provide fully integrated solutions with matched dampers and springs, height adjustability, and electronic damping compatibility. The product lineup also includes individual Suspension Shock Absorbers, Suspension Strut Assemblies, Suspension Lift Kits, and motorsport-grade AS2 (BV) Series coilover shock absorbers. Core technologies include monotube and twin-tube damper designs, state-of-the-art air springs, and electronic damping control systems.
Differentiator
Problem solved
Functional benefit
Brands
- BILSTEIN Performance: Street performance shock absorbers and suspension systems
- BILSTEIN Off-Road
- BILSTEIN OE Replacement
- BILSTEIN Truck & Off-Road
Quantifiable outcome
- Rigorous testing meets or exceeds OE standards for quality and durability
Companies that use Bilstein on America
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles5 records
Bilstein on America technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature8 records
Bilstein on America partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- thyssenkruppcoreParent company providing corporate structure and global industrial expertise. BILSTEIN operates as a division of thyssenkrupp, a major multinational industrial engineering and manufacturing corporation.
- AutoZoneminorMajor auto parts retailer carrying BILSTEIN products in stores and online. Evidence: multiple products list AutoZone interchange numbers in their specifications.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Bilstein on America competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Bilstein on America social profiles
Digital presenceBilstein on America financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bilstein on America leadership team
Management profileNumber of profiles
Bilstein on America funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bilstein on America 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 Bilstein on America
What does Bilstein on America do?
Bilstein on America manufactures and distributes high-performance automotive shock absorbers and suspension systems under the BILSTEIN brand. The product portfolio spans OE replacement dampers, performance upgrade shocks, ride-height adjustable suspension kits, and motorsport-grade coilovers, sold through a direct e-commerce storefront, an authorized dealer network, and OEM supply relationships with German automakers.
Is Bilstein on America a public or private company?
Bilstein on America is a private company. It is classified as corporate owned and is currently operating.
When was Bilstein on America founded?
Bilstein on America was founded in 1873. It employs 11 to 50 people.
Where is Bilstein on America based?
Bilstein on America is headquartered in Hamilton, United States, in the North America region.
How does Bilstein on America make money?
One revenue line is on record: aftermarket Shock Absorber Sales.
Does Bilstein on America have an API?
No public API is recorded for Bilstein on America.
What industry is Bilstein on America in?
Bilstein on America's product category is Automotive Suspension Components. Its primary akta.pro industry code is IMACAIAA, Suspension Systems & Components (Springs/Shocks/Struts/Air Suspension). Its NAICS code is 44133 and its SIC code is 5013.