Lares
Lares Corporation is a privately held Minnesota-based manufacturer of universal-fit automotive power steering and manual steering components for classic, vintage, and modern vehicles, distributed through national auto parts chains, online marketplaces, and specialty classic-car retailers.
- Company typePrivate
- Founded1986
- HeadquartersCambridge, United States
- Headcount1–10
- GTM typeB2B
- OfferingHardware or Manufacturing
What Lares does
Lares Corporation is a privately held Minnesota-based manufacturer of universal-fit automotive power steering and manual steering components, primarily serving the classic, vintage, and antique vehicle restoration and maintenance market alongside the broader automotive aftermarket. Its core product portfolio spans power steering pumps (including GM Type II and Saginaw P-Series configurations), pulleys, U-joints, inline and pump-mounted filters, control valves, hydraulic cylinders, and manual steering gears, all engineered to meet or exceed original equipment (OE) specifications. The company operates a CNC-equipped manufacturing plant in Cambridge, MN (headquarters), with secondary facilities in Lino Lakes, MN and Brookshire, TX, and runs a remanufacture-and-return (R&R) program that accepts customer cores for factory remanufacturing.
Manufacturing is in-house, utilizing CNC cylindrical grinding (MKE), CNC gear hobbing, hydraulic alignment (KTS-TD300), and dedicated shaft, spool, and assembly test lines. Lares does not sell direct-to-consumer from its own e-commerce storefront; instead it distributes entirely through a multi-tier reseller network that includes national auto parts chains (Advance Auto Parts, AutoZone, O'Reilly Auto Parts, Factory Motor Parts), online marketplaces (RockAuto, CARiD, Summit Racing, eBay), classic-car specialty retailers (Classic Industries, National Parts Depot, Camaro Central, Chevelle Parts), performance and truck parts retailers (Holley, Speedway Motors, CJ Pony Parts), Corvette-specific outlets, and international partners in France and elsewhere.
Revenue is generated almost exclusively through hardware sales of new and remanufactured steering components, supplemented by a branded merchandise line (Lares Gear) selling apparel and accessories. Marketing is content-driven, leveraging an extensive Tech Tips and Skinned Knuckles article library, AACA editorial partnerships, a YouTube plant-tour channel, and active Instagram/Facebook profiles targeting the classic-car hobbyist and professional mechanic segments. Pricing on parts is not publicly listed; merchandise carries published retail prices ($25-$55) processed via PayPal. The company is independently owned with no disclosed external investment, no parent entity, and no public financials.
Lares firmographics
Firmographics- Name
- Lares
- Legal name
- Lares Corporation
- Website
- https://larescorp.com
- Company type
- Private
- Founded year
- 1986
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Lares Corporation is a privately held Minnesota-based manufacturer of universal-fit automotive power steering and manual steering components for classic, vintage, and modern vehicles, distributed through national auto parts chains, online marketplaces, and specialty classic-car retailers.
- Ownership category
- akta.pro rank
Where Lares is headquartered
LocationHeadquarters
- HQ city
- Cambridge
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Lares business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Automotive Steering Components (New & Remanufactured): Lares generates revenue primarily from the manufacture and sale of new and remanufactured automotive steering parts including power steering pumps, steering gears, control valves, cylinders, U-joints, pulleys, and filters. Products are sold to distributors and retailers who then resell to mechanics and vehicle owners. The company also offers a remanufacture-and-return (R&R) program where customers can send core parts in for remanufacturing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Apparel and Gear Items (consumer merchandise) |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels7 records
Lares product offering
Product offeringCore offering
Lares Corporation manufactures new and remanufactured automotive steering components, including power steering pumps, manual steering gears, control valves, hydraulic cylinders, U-joints, pulleys, and filters. Products are engineered to meet or exceed original equipment (OE) specifications and are produced at its own manufacturing plant in Cambridge, Minnesota using CNC grinding, gear hobbing, and hydraulic alignment equipment. The company also offers a remanufacture-and-return (R&R) program for core exchange.
Product overview
Lares Corporation is a manufacturer of automotive steering components for classic and vintage vehicles, offering universal fit power steering pumps, pulleys, U-joints, filters, control valves, cylinders, and manual steering gears. The product line is organized into four main universal fit categories (pumps, pulleys, U-joints, filters) plus performance equipment including steering gears and cylinders. The company also sells branded merchandise. All products are manufactured at the company's facility in Cambridge, Minnesota.
Differentiator
Problem solved
Functional benefit
Brands
- Lares Gear: Branded merchandise line including hats, t-shirts, hoodies, and automotive accessories like fender covers and chamois.
Products and services
- Universal Fit Power Steering Pumps Replacement power steering pumps manufactured by Lares for vintage and classic vehicles, available in universal P-Series and GM Type II configurations with chrome and black finish options. Sold through Lares' distributor and retailer network to mechanics and restorers.
- Universal Fit Pulleys Power steering pump pulleys in serpentine and V-belt configurations, available in blue, red, and chrome finishes for GM Type II and Saginaw pumps. Colored pulleys are matched to AN fittings and resistant to high engine-compartment temperatures.
- Universal Fit U-Joints Universal joint assemblies for steering and driveline applications, available in 3/4-DD configurations with chrome and black finish options, sold through Lares' distributor network.
- Universal Fit Filters & Parts Power steering filters including inline aluminum filters with metal screens and magnets to capture contaminants and metallic particles, plus a spring bypass that engages if the filter becomes plugged; pump filters for Eaton pumps. Filters can be disassembled and cleaned.
- Power Steering Control Valves Power steering control valves that manage hydraulic pressure and flow in steering systems, including Saginaw rotary valve types, manufactured by Lares for classic and modern vehicle applications.
- Power Steering Cylinders Hydraulic power steering cylinders manufactured by Lares for vintage vehicle steering systems.
- Manual Steering Gears Manual steering gears for classic vehicles, including recirculating ball and nut steering gear configurations, manufactured by Lares and sold through distributors and retailers.
- Lares Gear (Branded Apparel and Accessories) Branded merchandise line sold to automotive enthusiasts, including snap-back hats, short- and long-sleeve t-shirts, pullover hoodies, fender covers, and chamois. Processed via PayPal with shipping included within the U.S. (up to four shirts).
Quantifiable outcome
- OE-grade quality — manufactured to meet or exceed OE specifications in fit, function and performance
Companies that use Lares
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles2 records
Lares technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Lares partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Advance Auto PartscoreAdvance Auto Parts is a national auto parts retail chain and authorized reseller of Lares automotive steering components. Lares products are available through Advance Auto Parts' physical stores and online platform.
- AutoZonecoreAutoZone is a national auto parts retailer and authorized reseller of Lares steering components. AutoZone provides retail distribution and online sales for Lares products across the United States.
- O'Reilly Auto PartscoreO'Reilly Auto Parts is a national auto parts chain and authorized reseller of Lares automotive steering components, serving both professional mechanics and DIY customers.
- RockAutocoreRockAuto is an online auto parts marketplace and authorized reseller of Lares steering components, providing e-commerce distribution to customers worldwide.
- Summit Racing EquipmentcoreSummit Racing Equipment is a performance and racing parts retailer and authorized reseller of Lares steering components, serving the high-performance automotive market.
- Classic IndustriescoreClassic Industries is a specialty retailer of classic automobile parts and an authorized reseller of Lares steering components, serving the vintage car restoration market.
- Skinned Knuckles Magazine / SK PublishingcoreLares has partnered with Skinned Knuckles magazine to provide educational steering and suspension articles for readers. Lares hosts these articles on its website (in online and PDF format) and promotes the magazine subscription. Originally printed in Skinned Knuckles magazine, copyrighted by SK Publishing. Subscriptions are $28 for 12 monthly issues within the U.S.
- Antique Automobile Club of America (AACA)minorLares hosts AACA editorial content on its website, including the 'Should You Restore Your Car?' article by West Peterson published in the January/February 2019 edition of Antique Automobile. This connects Lares with the antique car hobbyist community served by AACA.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Lares competitors and assessment
Company assessmentBroad incumbents
- ACDelco (General Motors): GM's aftermarket parts brand offering OE-equivalent steering, brake, and chassis components. ACDelco competes broadly with Lares for GM-platform classic vehicle steering business but as part of a much larger portfolio.
- Gates Corporation: Global manufacturer of power transmission and fluid power solutions including power steering hoses and related components. Gates competes adjacent to Lares in the power steering system supply chain at scale.
- Holley Performance Products: Leading performance aftermarket brand and distributor (parent of Classic Industries, LMR, LMC Truck). Holley is both a competitor in performance steering components and an indirect channel partner through its owned specialty retailers.
- Moog (DRiV / Federal-Mogul): Tier-1 supplier and major aftermarket brand for steering and suspension components, including tie rods, idler arms, and pitman arms. Moog competes with Lares in the broader steering/chassis category but focuses more on modern vehicle applications than classic restoration.
Direct peers
- Borgeson Universal Company: Manufacturer of universal-fit steering components, U-joints, and steering shafts for classic, custom, and performance vehicles. Borgeson is a direct competitor in Lares' core classic/vintage niche with overlapping universal-fit U-joint and steering shaft products.
- Cardone Industries: Largest US-based remanufacturer of automotive replacement parts, including power steering pumps, steering gears, and related components. Cardone is the most direct competitor to Lares in the steering remanufacturing category and competes for the same retail shelf space at Advance, AutoZone, and O'Reilly.
- BBB Industries: Major remanufacturer of automotive aftermarket parts including steering, brake, and powertrain components. BBB competes directly with Lares in remanufactured steering gears and pumps and supplies the same national retail channels.
- Maval Manufacturing: US-based manufacturer and remanufacturer of steering gears, rack-and-pinion units, and related components for the automotive aftermarket. Directly comparable product portfolio to Lares' manual and power steering gear lines.
- Sweet Manufacturing: Manufacturer of power steering and manual steering components including steering gears, pumps, and related parts for performance and classic vehicles. Directly comparable niche manufacturer with similar product mix.
- Flaming River Industries: Manufacturer of steering components, power steering systems, and related hardware for hot rods, classics, and custom vehicles. Targets the same classic car and performance enthusiast customer base as Lares.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Lares social profiles
Digital presenceLares financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lares leadership team
Management profileNumber of profiles
Profiles1 record
Lares funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lares 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 Lares
What does Lares do?
Lares Corporation manufactures new and remanufactured automotive steering components, including power steering pumps, manual steering gears, control valves, hydraulic cylinders, U-joints, pulleys, and filters. Products are engineered to meet or exceed original equipment (OE) specifications and are produced at its own manufacturing plant in Cambridge, Minnesota using CNC grinding, gear hobbing, and hydraulic alignment equipment. The company also offers a remanufacture-and-return (R&R) program for core exchange.
Is Lares a public or private company?
Lares is a private company. It is classified as unknown and is currently operating.
When was Lares founded?
Lares was founded in 1986. It employs 1 to 10 people.
Where is Lares based?
Lares is headquartered in Cambridge, United States, in the North America region.
How does Lares make money?
One revenue line is on record: automotive Steering Components (New & Remanufactured).
Who are Lares's main competitors?
Broad incumbents on record are ACDelco (General Motors), Gates Corporation, Holley Performance Products and Moog (DRiV / Federal-Mogul). Direct peers are Borgeson Universal Company, Cardone Industries, BBB Industries, Maval Manufacturing, Sweet Manufacturing and Flaming River Industries.
Does Lares have an API?
No public API is recorded for Lares.