Cobra Seats
Cobra Seats is a family-owned UK manufacturer of FIA-approved motorsport, historic, sports, stadia, marine, military and office seating, supplying racing teams, Premier League and EFL football clubs, defence buyers and enthusiast customers from its Telford facility.
- Company typePrivate
- Founded1980
- HeadquartersTelford, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Cobra Seats does
Cobra Seats is a UK-based, family-owned manufacturer of automotive and specialist seating, founded by the Dunsford family in the 1960s and now led by third-generation Managing Director Mark Dunsford from an 11,000 sq ft facility in Telford, Shropshire. Its product portfolio spans FIA-approved motorsport seats (Evolution T, Suzuka T, Sebring T, Monaco Pro, Imola T, Ultralite, Aqua 4x4 and bespoke variants); historic and classic vehicle seats (Stelvio, Roadster series, Classic RS Forty, Le Mans Heritage and others); sports/enthusiast seats (Le Mans, Misano, Nogaro, Daytona, Clubman); luxury stadia seating (dugouts, player seats, dressing rooms, hospitality boxes) for Premier League and EFL Championship clubs; patented marine suspension seats; racing-inspired office chairs; and NSN-approved military seating and technical textiles. The company manufactures exclusively in the UK using advanced composite shell technology (carbon fibre SMC, autoclave moulding at 250°C and 7 bar), CNC precision engineering to sub-0.5mm tolerances, rate-sensitive foam systems, Dinamica microfiber upholstery, and a patented PRO-FIT adjustable cushion system offering up to 18 cushion combinations per seat.
The firm holds ISO 9001:2015, FIA homologation, and JOSCAR accreditation (achieved September 2025) and serves a diversified mix of customers: professional and grassroots motorsport teams and drivers (BTCC: WSR, Excelr8, Toyota Gazoo Racing UK, One Motorsport, Team Dynamics), Premier League and EFL Championship football clubs, military and defence buyers, marine operators, automotive OEMs, and individual enthusiasts. Approximately 60% of revenue is UK-domestic and 40% comes from export, mainly business-to-business, channeled through a curated international distributor/dealer network (including US dealer HMS Motorsport) and a direct e-commerce storefront at shop.cobraseats.com. Marketing relies heavily on motorsport sponsorship (BTCC, BRSCC ClubSport Trophy), a SCHROTH Racing technical partnership for harness integration, content marketing, and an annual Autosport International presence. Cobrastian revenue model is hardware sales of seats and accessories plus bespoke customisation services; bespoke work (leather colours, Dinamica fabric, custom embroidery, subframe engineering) is priced per project rather than via a published list, while grassroots motorsport visibility is supported through a £320-per-round BRSCC ClubSport Trophy entry fee schedule.
Cobra Seats is privately held, headquartered at Units D1-D2, Halesfield 23, Telford, TF7 4NY, with no parent company, no subsidiaries, no disclosed funding rounds, and no public revenue figures.
Cobra Seats firmographics
Firmographics- Name
- Cobra Seats
- Legal name
- Cobra Seats Limited
- Website
- https://cobraseats.com
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Cobra Seats is a family-owned UK manufacturer of FIA-approved motorsport, historic, sports, stadia, marine, military and office seating, supplying racing teams, Premier League and EFL football clubs, defence buyers and enthusiast customers from its Telford facility.
- Ownership category
- akta.pro rank
Cobra Seats industry classification
Industry- Product category
- Motorsport and Automotive Seating
- NAICS
- Motor Vehicle Seating and Interior Trim Manufacturing (33636)
- SIC
- Motor Vehicle Parts & Accessories (3714)
- akta.pro primary industry
- Automotive Seating Systems Manufacturing (Frames/Mechanisms/Foam/Complete Seats) (IMACAKAA)
- akta.pro secondary industry
- Automotive Interior Comfort & Convenience Components Manufacturing (Armrests/Cupholders/Storage/Interior Hardware) (IMACAKAJ)
Keywords
Where Cobra Seats is headquartered
LocationHeadquarters
- HQ city
- Telford
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Cobra Seats business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Motorsport Seats: Primary revenue stream from manufacturing and selling high-performance racing seats including Evolution Pro, Suzuka Pro, Sebring Pro, Monaco Pro, and Ultralite models. Seats are sold through distributors and directly to racing teams.
- Sports and Historic Seats: Sports seats (Le Mans, Nogaro, Daytona, Clubman) and historic vehicle seats (Classic, Roadster, Stelvio) for road cars, classic vehicles, and enthusiasts. Sold through dealer network.
- Stadia Seating: Luxury seating solutions for sports stadia including dugout seating, dressing rooms, and VIP hospitality areas. Serves Premier League and Championship football clubs globally.
- Bespoke/Custom Seat Manufacturing: Custom upholstery services with options for leather colours, Dinamica fabric, custom embroidery, and bespoke trim options for individual customers and specialist manufacturers.
- Military Applications: Technical high-performance textiles and seating for military vehicles including meta-aramid fabrics, silica and glass woven fabrics, Hypalon/Neoprene coatings, and non-carcinogenic insulation boards for defence sector.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | BRSCC ClubSport Trophy entry fee |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Cobra Seats product offering
Product offeringCore offering
Cobra Seats manufactures and distributes high-performance automotive seating products from its Telford facility, serving professional motorsport, historic/classic vehicle, sports car, luxury stadia, marine, military and office seating markets. The product range spans FIA-approved racing seats, classic and historic vehicle seats, sports seats, patented marine suspension seats, dugout and hospitality seating for professional football stadia, and defence-sector seating and textiles. Cobra also provides bespoke customisation services across leather colours, Dinamica fabric, embroidery and custom trim options for individual customers and specialist manufacturers.
Product overview
Cobra Seats is a UK-based manufacturer with over 40 years of experience producing automotive seating. The company operates as a multi-category seating provider rather than a single unified product platform. Its core offerings include three main seat product lines: Motorsport Seats (Evolution T, Suzuka T, Sebring T, Ultralite, Monaco Pro, Imola T, Aqua 4x4, and others) designed for professional racing with FIA approval, Historic Seats (Stelvio, Monte Carlo, Interlagos, Classic RS Forty, Roadster variants, and more) for classic vehicles, and Sports Seats (Le Mans, Misano, Nogaro, Daytona, Clubman) for road vehicles. These core products are supported by add-on technologies including the Pro-FIT adjustable cushion system for optimal driver positioning, Outlast temperature regulation technology originally developed for NASA, and SCHROTH Racing harnesses through a technical partnership. The company also serves specialized vertical markets with Marine Seating featuring patented suspension systems for boat crews, Office Seating with racing-inspired designs, Military Applications including NSN-approved products, and a Luxury Stadia Seating division providing dugout, player, dressing room, and hospitality seating for sports venues. The Signature Range provides full bespoke customization across all product categories with leather, Dinamica fabric, and embroidery options.
Differentiator
Problem solved
Functional benefit
Products and services
- Motorsport Seats FIA-approved high-performance racing seats for professional motorsport use, featuring carbon fibre shells moulded in autoclaves at 250°C and 7 bar pressure, rate-sensitive energy-dissipating foams, breathable spacer fabric upholstery, and optional Outlast temperature regulation technology. Designed for circuit racing, touring cars, drift and rally applications.
- Historic Seats Seats designed for classic and historic vehicles spanning 40 years of continuous development, combining traditional craftsmanship with modern technology. Range includes compact spartan designs through to grand luxurious options, covering the vast majority of cars past and present. Includes heritage models for period-correct aesthetics with modern safety standards.
- Sports Seats Automotive sports seats combining British motor industry traditions with innovation. Designed to be aesthetically pleasing, ergonomically comfortable, and provide highest safety levels. Range includes Le Mans, Misano Anniversary, Misano Lux, Nogaro, Nogaro Speedster, Daytona and Clubman, with different widths and GT models for wider subframes.
- Marine Seating Patented marine suspension seats with rising rate suspension system for high-speed boat crew protection. Harnesses motocross suspension principles engineered for demanding marine environment, using aeronautics and motorsport materials including high-pressure composite mouldings with alloy and titanium suspension system.
- Office Seating Adjustable racing-style office chairs based on Cobra's reclining sports and bucket seat designs. Features deep side bolsters and high leg cushion for comfort and support, with height-adjustable base and 5 swivel castors. Targeted at racing enthusiasts and football fans wanting sports aesthetic in office environments.
- Military Applications Specialist military seating and textile products for the defence sector. Includes technical high-performance textiles such as meta-aramid woven fabrics, silica and glass woven fabrics, Hypalon/Neoprene coatings, and non-carcinogenic insulation boards. Applications range from internal soundproofing and seating to engine bay heat insulation. JOSCAR accredited supplier with NSN-approved products.
- Luxury Stadia Seating Luxury stadium seating solutions for football clubs and sports venues. Over 60% of Premier League and EFL Championship clubs have chosen Cobra. Features ergonomic designs to reduce cold muscle injuries, customisable branding, and complete project management from design through installation to after-care.
- Dugout Seating Stadium dugout seats with polyester powder coated steel frames, marine quality UV resistant high wear vinyl, coloured branding and logos (up to 3 per seat), full mounting hardware, choice of flat or sports profile bases, and fixed or reclining backrests. Structurally tested to European standards.
- Player Seating Custom designed dugout seats for sports science optimisation. Features variable height mounting options, correct seating angles, longer seat lengths for thigh support, wider seat options, 12-volt seat warming systems, and cooling under fabrics.
- Dressing Room Seating Ergonomic seating for sports venue dressing rooms, using same design templates as dugouts for consistent player experience from pre-match through post-match.
- Commercial Hospitality Seating Hospitality seating for corporate clients including bespoke office seating for hospitality boxes and boardrooms, pitch-side seating, heated seat options, and built-in USB ports.
- Signature Range Bespoke customisation range combining traditional craftsman skills with state-of-the-art technology. Offers near infinite range of colours in natural soft grain leathers with contrasting stitch details, tactile Dinamica fabric options, and customised embroidery service.
- Bespoke and Custom Historic Interior Trim Bespoke interior trims for historic vehicles undertaken by skilled craftsmen. Includes natural soft grain leathers with contrasting stitch details and custom embroidery service for challenging bespoke projects on classic vehicles.
- Sports Interiors Bespoke and Custom Trim Bespoke interior trim services for sports seats, featuring custom colours, embroidery, and personalised designs for individual customers and specialist manufacturers.
- Custom Interiors Bespoke interior trim services for prestigious automotive marques and specialist manufacturers. Skilled craftsmen with experience in challenging bespoke projects across multiple vehicle categories.
Quantifiable outcome
- Drivers using Cobra Seats have won 11 of the last 15 BTCC Drivers Championships
- +4 more outcomes
Companies that use Cobra Seats
Customer profileNamed customers16 records
Segments7 records
Ideal customer profiles5 records
Cobra Seats technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Cobra Seats partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered regional, core, minor and historic.
- HMS MotorsportregionalUS dealer for Cobra Stadia Seating products. Installed dugout seats for Philadelphia Union at Subaru Park (Major League Soccer). Manages US market sales and installation for stadia seating division.
- SCHROTH RacingcoreLongstanding technical partnership with SCHROTH Racing, the undisputed technology leader in racing and aviation harnesses. SCHROTH supplies F1, IndyCar, WRC, NASCAR, Porsche, and many top teams. Cobra seats are designed and engineered to optimise safety benefits of SCHROTH products. Collaboration on shell geometry for perfect harness position and optimum FHR performance. SCHROTH innovations include patent pending SHR Flex head and neck system, ASM safety system, RFR rotary buckle, SlipStop HANS, and HYBRID restraint.
- SCHROTH Racing (FHR/Head and Neck Restraint)coreCobra collaborates with FHR (Frontal Head Restraint) manufacturers including SCHROTH to ensure Cobra seats optimise comfort and safety benefits of SCHROTH Racing iNDi seat devices. Integrated safety system approach.
- BRSCC (British Racing and Sports Car Club)minorCobra Seats sponsors the BRSCC ClubSport Trophy, a multi-class format production car racing series. Provides entry fee support (£320 per round) and marketing visibility in grassroots motorsport.
- Team DynamicshistoricHistoric partnership with Team Dynamics that introduced Cobra Seats to BTCC. Multiple BTCC championships won together with Matt Neal and Gordon Shedden.
- West Surrey Racing (WSR)coreLongstanding partnership with WSR spanning over a decade. WSR runs Team BMW and Laser Tools Racing with MB Motorsport. Supported 4x BTCC champion Colin Turkington and multiple championships.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Cobra Seats competitors and assessment
Company assessmentDirect peers
- OMP Racing: Italian motorsport safety equipment maker covering seats, harnesses, and fire-resistant apparel. Directly competes with Cobra in FIA seats for rally, touring car, and circuit racing applications.
- Ferco Seating: UK-based tier-one stadium and arena seating manufacturer with Premier League and EFL installations. Direct competitor to Cobra in the luxury stadia, dugout, and hospitality seating vertical.
- Recaro Automotive: Germany-based automotive seat manufacturer best known for high-performance and motorsport seating. Direct competitor to Cobra in FIA-approved racing seats, classic/retro road seats, and premium OEM seating, with comparable brand cachet.
- Sabelt: Italian manufacturer of racing seats and harnesses that mirrors Cobra's combined seats-and-SCHROTH-style restraint offering. Direct competitor across GT, touring car, and historic motorsport seat categories.
- Corbeau Seats: UK-based motorsport and aftermarket seat specialist. Closest like-for-like competitor to Cobra, serving the same club racing, rallying, and historic-car customer base in Britain with FIA-approved and sports/trackday seats.
- Sparco: Italian manufacturer of motorsport seats, harnesses, steering wheels, and racing safety equipment. Directly competes with Cobra in FIA homologated touring-car and circuit seats across European and global motorsport series.
- MOMO: Italian brand specializing in racing seats, steering wheels, and shifters. Historically a Cobra competitor in aftermarket motorsport seats and accessories for European and North American enthusiasts.
Broad incumbents
- Lear Corporation: Global automotive seating and electrical systems supplier to mass-market OEMs. Comparable as an industry incumbent operating in the same underlying seat-manufacturing category, though at very different scale and customer mix than Cobra.
- Adient: World's largest automotive seat manufacturer supplying OEM seats for nearly every major automaker. Relevant as the broad incumbent that Cobra's premium/aftermarket positioning deliberately bypasses for niche motorsport and specialty volume.
Emerging players
- Bride Inc. Japan-based aftermarket sports seat maker with strong drifting and time-attack pedigree. Competes with Cobra for aftermarket and motorsport share in Asia-Pacific and within North-American drift customers such as those on Cobra's roster.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Cobra Seats social profiles
Digital presenceCobra Seats compliance and trust
Trust signalCompliance3 records
Cobra Seats financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cobra Seats leadership team
Management profileNumber of profiles
Profiles1 record
Cobra Seats funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cobra Seats 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 Cobra Seats
What does Cobra Seats do?
Cobra Seats manufactures and distributes high-performance automotive seating products from its Telford facility, serving professional motorsport, historic/classic vehicle, sports car, luxury stadia, marine, military and office seating markets. The product range spans FIA-approved racing seats, classic and historic vehicle seats, sports seats, patented marine suspension seats, dugout and hospitality seating for professional football stadia, and defence-sector seating and textiles. Cobra also provides bespoke customisation services across leather colours, Dinamica fabric, embroidery and custom trim options for individual customers and specialist manufacturers.
Is Cobra Seats a public or private company?
Cobra Seats is a private company. It is classified as family owned and is currently operating.
When was Cobra Seats founded?
Cobra Seats was founded in 1980. It employs 11 to 50 people.
Where is Cobra Seats based?
Cobra Seats is headquartered in Telford, United Kingdom, in the Europe region.
How does Cobra Seats make money?
Five revenue lines are on record. Motorsport Seats are the primary driver. The others are sports and Historic Seats, stadia Seating, bespoke/Custom Seat Manufacturing and military Applications.
Who are Cobra Seats's main competitors?
Direct peers on record are OMP Racing, Ferco Seating, Recaro Automotive, Sabelt, Corbeau Seats, Sparco and MOMO. Broad incumbents are Lear Corporation and Adient. Bride Inc. is listed as an emerging player.
Does Cobra Seats have an API?
No public API is recorded for Cobra Seats.
What industry is Cobra Seats in?
Cobra Seats's product category is Motorsport and Automotive Seating. Its primary akta.pro industry code is IMACAKAA, Automotive Seating Systems Manufacturing (Frames/Mechanisms/Foam/Complete Seats), with a secondary code of IMACAKAJ, Automotive Interior Comfort & Convenience Components Manufacturing (Armrests/Cupholders/Storage/Interior Hardware). Its NAICS code is 33636 and its SIC code is 3714.