Cobra Seats

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.

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

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

• Motorsport racing seats
• FIA approved seating
• Automotive composite seats
• Luxury stadia seating
• Marine suspension seats

Headquarters

HQ city

Telford

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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.
4. 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.
5. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core 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

Named customers16 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered regional, core, minor and historic.

• HMS MotorsportregionalChannel Partner/ Reseller/ Distributor · 30 May 2023US 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 RacingcoreTechnology or IntegrationLongstanding 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)coreTechnology or IntegrationCobra 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)minorGTM or Marketing PartnerCobra 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 DynamicshistoricGTM or Marketing PartnerHistoric 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)coreGTM or Marketing PartnerLongstanding 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

Direct 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

• Xx.com/Cobraseats
• Facebookfacebook.com/cobraseats
• Instagraminstagram.com/cobraseats
• LinkedInlinkedin.com/company/cobra-seats-limited

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Cobra Seats