AutoSteel
AutoSteel (operating as AmeriSteel) is a family-owned, ISO 9001:2015-certified steel service center and metal fabrication company in Metro Detroit, Michigan, offering integrated coil-to-coated-assembly services — steel sales, laser cutting, forming, welding, powder coating, and assembly — to automotive OEMs and tier suppliers, industrial equipment builders, construction firms, government/defense contractors, and independent fabricators across the US.
- Company typePrivate
- Founded1985
- HeadquartersFraser, United States
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What AutoSteel does
AutoSteel, operating under the brand AmeriSteel, is a family-owned steel service center and metal fabrication company founded in 1985 and headquartered in Metro Detroit, Michigan. The company operates two facilities totaling more than 50,000 square feet: a Fraser, MI location dedicated to raw material sales (hot rolled, cold rolled, galvanized, galvannealed, and aluminized steel in coils, sheets, and blanks) and processing services including shearing, blanking, and slitting; and a Warren, MI facility dedicated to fabrication operations — dual TRUMPF fiber lasers (3kW and 6kW) with ±0.005 inch tolerances on mild steel up to 1 inch thick, sheet metal forming and hardware insertion, MIG/TIG/fiber laser welding, industrial powder coating, and complete mechanical assembly and kitting.
The integrated offering consolidates what AmeriSteel describes as a typical five-vendor supply chain (steel mill, processor, laser cutter, welder, coater) into a single relationship under one ISO 9001:2015-certified quality management system. The company serves OEMs and Tier 1/2 automotive suppliers as its primary segment, with secondary segments including industrial equipment manufacturers, infrastructure and construction firms, government and defense contractors, and independent fabricators. The primary segment value proposition hinges on PPAP-ready processes and material traceability documentation; the defense/government segment relies on ISO-traceable quality management.
Revenue is generated through one-time, project-based transactions — sales of raw material, fabrication processing services, powder coating, and processing — priced via quote rather than published rates. Go-to-market is sales-led, with a direct sales motion centered on website "Get a Quote" CTAs and phone inquiries ([email protected], (586) 585-5250), supported by organic social presence on Facebook, Instagram, and LinkedIn and an industry blog. Geographic focus is Metro Detroit and Michigan, with self-described capability to serve US manufacturers broadly. Warren Damman is President.
AutoSteel firmographics
Firmographics- Name
- AutoSteel
- Legal name
- Ameristeel
- Website
- https://autosteel.com
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- AutoSteel (operating as AmeriSteel) is a family-owned, ISO 9001:2015-certified steel service center and metal fabrication company in Metro Detroit, Michigan, offering integrated coil-to-coated-assembly services — steel sales, laser cutting, forming, welding, powder coating, and assembly — to automotive OEMs and tier suppliers, industrial equipment builders, construction firms, government/defense contractors, and independent fabricators across the US.
- Ownership category
- akta.pro rank
Where AutoSteel is headquartered
LocationHeadquarters
- HQ city
- Fraser
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
AutoSteel business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Technology or R&D
Revenue model
- Steel Sales & Raw Materials: Sale of hot rolled, cold rolled, galvanized, galvannealed, and aluminized steel in coils, sheets, and blanks from domestic and international mills. One-time transaction-based revenue from material sales.
- Metal Fabrication Services: Precision metal fabrication including laser cutting, metal forming, welding, and assembly services. Revenue generated from processing and value-add fabrication services on a per-project basis.
- Industrial Powder Coating: Complete coating services with chemical pre-treatment, application, and curing. Revenue from coating services bundled with fabrication or sold separately.
- Steel Processing Services: Shearing, blanking, and slitting services at Fraser facility for production runs and prototype supply.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
AutoSteel product offering
Product offeringCore offering
AutoSteel (AmeriSteel) is a family-owned ISO 9001:2015 certified steel service center and metal fabrication company operating two facilities in Metro Detroit, Michigan. The company sells raw steel materials (coils, sheets, blanks) and provides value-added processing, fabrication, and coating services including laser cutting, shearing, blanking, slitting, forming, welding, powder coating, and assembly. The integrated offering allows customers to move from raw coil to finished coated assembly through a single vendor.
Product overview
AmeriSteel is a family-owned steel service center and metal fabrication company serving Metro Detroit and Michigan. The company operates two facilities totaling over 50,000 square feet—the Fraser, MI facility handles production steel sales, prototype steel supply, steel brokering, and processing (shearing, blanking, slitting), while the Warren, MI facility is dedicated to laser cutting, metal forming, welding, powder coating, and assembly. The integrated offering combines Raw Material Sales, Multi-Cut Blanking Line, Shear Processing, Laser Cutting, Sheet Metal Forming & Hardware Insertion, Mig/Tig/Fiber Laser Welding & Metal Finishing, Powder Coating, Assembly and Kitting, Prototype Steel Supply, and Steel Brokering into a single-source solution enabling customers to go from coil to coated assembly without outsourcing.
Differentiator
Problem solved
Functional benefit
Products and services
- Raw Material Sales Premium steel supply in coils, sheets, and blanks from major domestic and international mills, including hot rolled, cold rolled, galvanized, galvannealed, and aluminized steel. Available from the Fraser, MI service center for manufacturers across Metro Detroit.
- Multi-Cut Blanking Line High-speed precision blanking service for high-volume production runs.
- Shear Processing High-volume precision shearing and blanking services for production runs.
- Laser Cutting Precision laser cutting using dual TRUMPF fiber lasers (3kW and 6kW) capable of cutting mild steel up to 1 inch thick with tolerances of ±0.005 inches.
- Sheet Metal Forming & Hardware Insertion Press brake forming, PEM insertion, drilling, tapping, deburring, and complete mechanical assembly services.
- Mig/Tig/Fiber Laser Welding & Metal Finishing TIG, MIG, and IPG fiber laser welding for structural and precision applications on steel, stainless steel, and aluminum.
- Powder Coating Full industrial coating line with chemical pre-treatment, electrostatic application, and convection curing for durable, corrosion-resistant finishes.
- Assembly and Kitting Complete mechanical assembly, kitting, and packaging services for finished steel components.
- Prototype Steel Supply Steel supply services for prototype manufacturing and small-batch production runs.
- Steel Brokering Steel brokering services for sourcing and supplying steel materials across various specifications.
Companies that use AutoSteel
Customer profileSegments5 records
Ideal customer profiles5 records
AutoSteel technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
AutoSteel partnerships and signals
Strategic signalScale indicators6 records
Recent moves4 records
Expansion highlights4 records
AutoSteel competitors and assessment
Company assessmentDirect peers
- Steel Technologies: Flat-rolled steel processor with blanking, slitting, and cut-to-length capabilities serving automotive, appliance, and industrial markets. Directly comparable in core processing services and automotive customer mix to AmeriSteel's steel processing operations.
- Olympic Steel: U.S. metals service center with carbon steel processing, fabrication, and coating capabilities serving automotive, industrial, and construction end markets. Directly comparable to AmeriSteel's mix of steel sales, processing, fabrication, and value-added services.
- Heidtman Steel Products: Privately held, Midwest-based steel processor and service center serving automotive and industrial customers with blanking, cut-to-length, and slitting. Closely comparable to AmeriSteel's Fraser-based shearing, blanking, and slitting operations and Tier 1/2 automotive customer focus.
- Pacesetter Steel Service: Regional steel service center in the U.S. Midwest offering processing, fabrication, and just-in-time delivery to automotive and industrial customers. Comparable to AmeriSteel in regional processing, automotive focus, and value-added fabrication.
- Mill Steel Co. Midwest-based, family-owned flat-rolled steel service center with processing and coating capabilities serving automotive and industrial OEMs. Comparable in ownership profile, geography, and automotive-focused processing and fabrication services to AmeriSteel.
Broad incumbents
- Kloeckner Metals: Global metals and steel service center with U.S. operations offering processing, fabrication, and digital ordering. Competes directly with AmeriSteel's processing and fabrication offerings but at much larger scale and with broader geographic reach.
- Ryerson: Public, North American metals service center offering processing, fabrication, and distribution of carbon steel, stainless, and aluminum. Comparable to AmeriSteel in core steel processing and fabrication, but operates at national scale across many geographies.
- Worthington Industries: Diversified steel processor with significant automotive and construction exposure, including steel processing and pressure cylinder manufacturing. Overlaps with AmeriSteel's steel processing and Tier 1/2 automotive work at a much larger scale.
- Thyssenkrupp Materials NA: North American arm of a global materials distributor and service center offering steel processing, fabrication, and supply chain services. Comparable offering portfolio to AmeriSteel's steel sales and processing but operating at much larger international scale.
- Reliance Steel & Aluminum: Largest U.S. metals service center company with a broad network of processing and fabrication operations. Overlaps with AmeriSteel on carbon steel sales, blanking, laser cutting, and value-added fabrication, but serves a national and international customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
AutoSteel social profiles
Digital presenceAutoSteel compliance and trust
Trust signalCompliance1 record
AutoSteel financial estimates
Financial estimateRevenue estimate
Valuation estimate
AutoSteel leadership team
Management profileNumber of profiles
Profiles1 record
AutoSteel funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
AutoSteel 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 AutoSteel
What does AutoSteel do?
AutoSteel (AmeriSteel) is a family-owned ISO 9001:2015 certified steel service center and metal fabrication company operating two facilities in Metro Detroit, Michigan. The company sells raw steel materials (coils, sheets, blanks) and provides value-added processing, fabrication, and coating services including laser cutting, shearing, blanking, slitting, forming, welding, powder coating, and assembly. The integrated offering allows customers to move from raw coil to finished coated assembly through a single vendor.
Is AutoSteel a public or private company?
AutoSteel is a private company. It is classified as family owned and is currently operating.
When was AutoSteel founded?
AutoSteel was founded in 1985. It employs 1 to 10 people.
Where is AutoSteel based?
AutoSteel is headquartered in Fraser, United States, in the North America region.
How does AutoSteel make money?
Four revenue lines are on record. Steel Sales & Raw Materials are the primary driver. The others are metal Fabrication Services, industrial Powder Coating and steel Processing Services.
Who are AutoSteel's main competitors?
Direct peers on record are Steel Technologies, Olympic Steel, Heidtman Steel Products, Pacesetter Steel Service and Mill Steel Co.. Broad incumbents are Kloeckner Metals, Ryerson, Worthington Industries, Thyssenkrupp Materials NA and Reliance Steel & Aluminum.
Does AutoSteel have an API?
No public API is recorded for AutoSteel.