What Superchips does

Superchips, founded in England in 1983 and currently headquartered in Ogden, Utah, is a manufacturer of performance-enhancing computer products for the automotive aftermarket. The company designs and sells handheld programmers, in-cabin tuners and monitors, and inline tuning modules that interface with vehicle OBD-II ports to recalibrate engine management systems (ECM/PCM) for performance optimization, speedometer correction, TPMS adjustment, and parameter modification. Its core product lines include the Flashcal+ wireless calibrator (for Jeep Wrangler/Gladiator and Ford Bronco), the F5 Flashpaq handheld programmer (for GM, Ford, Dodge/RAM 1998-2020 vehicles), the Dashpaq+ in-cabin monitor/programmer, the TrailDash 3 off-road interface (Jeep Wrangler), and the Pulsar XT inline tuning module. Pricing is publicly disclosed and ranges from roughly $160 to $1,150 per unit depending on vehicle application and tier.

The technology stack includes proprietary features such as a gateway bypass module for security-locked ECUs on late-model Jeep applications, Bluetooth/wireless smartphone connectivity on the newest Flashcal+ line, a CRAWL screen for live differential lock control, and pitch/roll tracking for off-road driving. Superchips' revenue model is primarily one-time hardware sales (handheld tuners, in-cabin monitors, accessories) with an emerging software-upgrade layer: the Flashcal+ app now supports in-app purchases for throttle booster upgrades and Performance Flash Tuning with PCM swap. Distribution is direct-to-consumer via the Holley Performance Group e-commerce site (holley.com), with vehicle selector tools, dealer locator, content marketing, and email as supporting channels. A dealer network of speed shops and automotive performance retailers provides offline purchase and installation support.

Superchips operates as a wholly-owned brand under Holley Performance Group, which acquired the company via Powerteq LLC in 2015 (alongside sibling brands Edge Products and Diablosport). The company serves three primary end-consumer segments: off-road and adventure vehicle enthusiasts (Jeep Wrangler/Gladiator, Ford Bronco owners modifying tires and gearing), performance truck and SUV owners (GM, Ford, Dodge/RAM truck and SUV owners seeking horsepower, towing optimization, and fuel economy gains), and performance enthusiasts/racers using real-time engine monitoring and datalogging. The company is reported to sell tens of thousands of handheld programmers annually, indicating substantial but not dominant scale within the automotive tuning aftermarket.

Name

Superchips

Legal name

Superchips

Website

https://superchips.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

11–50 employees

Short description

Superchips, founded in 1983 and based in Ogden, Utah, manufactures handheld programmers, in-cabin tuners, and inline tuning modules that recalibrate engine management systems for Jeep, Ford, GM, and Dodge/RAM vehicles, serving performance enthusiasts and off-road vehicle owners through Holley Performance Group's e-commerce and dealer network.

Ownership category

akta.pro rank

Product category

Automotive Performance Tuning

NAICS

Motor Vehicle Electrical and Electronic Equipment Manufacturing (336320)

SIC

Industrial Instruments For Measurement, Display, And Control (3823)

akta.pro primary industry

Automotive ECUs/Control Modules & Embedded Electronics Manufacturing (IMACAJAC)

akta.pro secondary industries

Automotive E/E Architecture Components Manufacturing (Domain/Zonal Controllers, Gateways, Network Switches) (IMACAJAI), Passenger Vehicle Electrical & Electronics Manufacturing (ICE) (IMACAAAK)

Keywords

• Automotive performance tuning
• Handheld vehicle programmers
• Engine calibration devices
• Speedometer correction tools
• Aftermarket ECU tuning

Headquarters

HQ city

Sanford

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Handheld Tuners and Programmers: Sale of handheld calibration devices that customers use to reprogram their vehicle ECM/PCM. One-time hardware purchase with optional in-app upgrades for additional features like throttle booster and performance flash tuning.
2. In-Cabin Tuners and Monitors: Combined programmer and gauge display units sold as hardware products. Pricing ranges from $430 to $1,150 depending on vehicle application.
3. Accessories and Add-ons: Accessories including throttle boosters, replacement parts, and sensor add-ons compatible with the EAS (Expandable Accessory System) platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Superchips designs, manufactures, and sells handheld vehicle programmers, in-cabin tuners and monitors, and inline tuning modules that interface with a vehicle's OBD-II port to recalibrate the engine management system (ECM/PCM). Its product portfolio enables automotive enthusiasts to add horsepower and torque via preloaded tunes, correct speedometers for larger tires, adjust TPMS and throttle settings, and monitor engine parameters in real time. Core brands include Flashcal+ (wireless Bluetooth calibrator), F5 Flashpaq (handheld programmer), Dashpaq+ (in-cabin monitor/programmer), and TrailDash 3 (Jeep off-road interface).

Product overview

Superchips is the industry leader in automotive tuning for late-model cars, Jeeps, and trucks, offering a comprehensive portfolio of handheld programmers, in-cabin tuners and monitors, and inline tuning modules. The core product lineup includes the Flashcal+ wireless calibrator (newest generation featuring Bluetooth smartphone connectivity), the F5 Flashpaq handheld programmer (available for GM, Ford, and Dodge/Ram vehicles), the Dashpaq+ in-cabin programmer/monitor combo, and the TrailDash 3 for Jeep applications. The portfolio is organized around vehicle-specific solutions with add-on accessories like the Amp'd Throttle Booster. Superchips was founded in England in 1983, acquired by MSD Performance in 2005, became part of Powerteq LLC in 2011 (alongside Edge Products and Diablosport), and was acquired by Holley Performance Group in 2015. The company operates from headquarters in Ogden, Utah.

Differentiator

Problem solved

Functional benefit

Brands

• Flashcal+: Wireless calibrator for Jeep Wrangler, Gladiator, and Ford Bronco with smartphone app connectivity
• Flashpaq
• Dashpaq+
• TrailDash 3
• Pulsar XT

Quantifiable outcome

• Supports tire sizes up to 42 inches tall and gear ratios up to 5.38:1 for speedometer correction
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Holley Performance GroupflagshipStrategic or Co-development Partner · 1 January 2015In 2015, Holley Performance Group acquired Powerteq LLC, which owned Superchips along with Edge Products and Diablosport brands. This acquisition brought Superchips under the Holley umbrella alongside 50+ performance brands, combining technology expertise with extensive distribution and manufacturing resources.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Diablosport: Another Powerteq/Holley sibling brand focused on handheld tuners and programmers for gas and diesel trucks. Overlaps directly with Superchips on F5 Flashpaq-style products for the same vehicle platforms.
• JET Performance Products: Aftermarket performance tuner offering handheld programmers, performance modules, and throttle optimizers for GM, Ford, and Chrysler vehicles — overlapping with Superchips on truck and SUV tuning use cases.
• Hypertech: Long-standing aftermarket tuning company offering Max Energy programmers and speedometer calibrators for GM, Ford, Dodge, and Jeep — direct overlap with Superchips' Flashcal and Flashpaq lines.
• Cobb Tuning: Performance tuning brand known for the Accessport handheld tuner for Subaru, Mitsubishi, Mazda, Ford, and BMW. Direct comparable in handheld ECU calibration though focused more on sport-compact segments.
• SCT Performance: Independent aftermarket tuner offering handheld programmers (X4, BDX) and custom tunes for Ford, GM, and Dodge trucks. Direct competitor with similar product positioning and price points.
• Edge Products: Sibling brand under Powerteq/Holley that competes head-to-head with Superchips in handheld tuners, in-cabin monitors, and engine calibration for diesel/gas trucks. Most direct comparable given shared ownership and overlapping GM/Ford/Dodge product lines.
• Range Technology: Aftermarket tuner producing inline modules (AFM/DFM disablers) and programmers for GM trucks — overlapping with Superchips' cylinder deactivation management use cases.
• Bully Dog Performance: Aftermarket tuner selling handheld programmers (GT Platinum, BDX), throttle boosters, and monitoring devices for diesel/gas pickups. Comparable in target customer (truck owners) and product format.

Emerging players

• EZ LYNK: Cloud-connected vehicle tuning platform with AutoAgent hardware and mobile app for Ford/Chevy/Dodge. Represents the modern, app-native evolution of the tuning category that Superchips is moving toward with Flashcal+.
• Pedal Commander: Manufacturer of plug-in throttle response boosters — a direct competitor to Superchips' Amp'd Throttle Booster — with strong DTC brand presence in the truck/SUV aftermarket.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/_superchips_
• Facebookfacebook.com/superchips
• LinkedInlinkedin.com/company/super-chip

Revenue estimate

Valuation estimate

Number of profiles

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 Superchips