AL3RT GPS

What AL3RT GPS does

AL3RT GPS LLC is a privately held provider of GPS tracking and keyless ignition systems purpose-built for the powersports vehicle dealership channel. Founded in 2019 and headquartered in Prosper, Texas, the company sells battery-powered GPS tracking hardware to motorcycle, ATV, UTV, and side-by-side dealerships at $999 per unit, which dealers preload onto inventory and bundle with new vehicle sales to generate incremental per-unit profit and establish an ongoing customer retention touchpoint. The company's flagship offerings include the AL3RT GPS tracking system with a 5-year battery life, the AL3RTGPS Pro mobile application for end-consumer vehicle location and theft recovery, and the AL3RT Dealer Portal which integrates with dealer management systems to consolidate customer profiles, automated service reminders, and text-based marketing campaigns. Named enterprise customers include RideNow Powersports Chandler, which installed 991 AL3RT GPS units in 2022, and an unnamed Florida dealership reporting 81% closing rates and over $90,000 in monthly GPS-attributable profit.

The technical platform combines GPS tracking hardware with an RFID-based keyless ignition product line marketed under the Hot Button sub-brand. Hot Button systems replace traditional ignition keys with RFID "HOT Tags" offering over 6 billion unique code combinations and dual-point immobilization of ignition and fuel circuits, with IP68/IP69 waterproof ratings for off-road applications and plug-and-play wiring harnesses manufactured to ISO 9001 and TS16949 quality standards. A partnership with Battery Tender has yielded simplified plug-and-play GPS harnesses that eliminate professional installation requirements and allow dealer sales teams to outfit vehicles directly on the showroom floor. The product line also includes automated service reminders keyed to mileage, engine hours, or elapsed time, and rich-content text/SMS marketing campaigns segmented by vehicle type, brand, model, and year.

AL3RT generates revenue primarily through one-time hardware sales to its US dealer network, supplemented by digital marketing services offered through a partnership with Ready 2 Ride covering SEO, SEM, Facebook lead generation, geo-fencing, email campaigns, and CRM tooling. The go-to-market motion is sales-led through direct dealer acquisition, combined with channel partner enablement for marketing services. The company operates as a bootstrapped, founder-owned LLC under President and owner Tony Tarell, with 101–250 employees, no disclosed institutional funding, and an operating footprint concentrated in the United States.

Name

AL3RT GPS

Legal name

AL3RT GPS LLC

Website

https://al3rtdealer.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

101–250 employees

Short description

AL3RT GPS LLC provides battery-powered GPS tracking hardware and RFID keyless ignition systems to US powersports vehicle dealerships, enabling dealers to bundle vehicle security products at $999 per unit and leverage an integrated dealer portal for customer retention marketing.

Ownership category

akta.pro rank

Product category

Vehicle GPS Tracking and Security Hardware

SIC

Computer Communications Equipment (3576)

akta.pro primary industry

Geofencing, Security & Theft Recovery (TLABAJAJ)

akta.pro secondary industry

GPS Fleet Tracking & Mapping (TLABAJAA)

Keywords

• GPS vehicle tracking
• Powersports dealership solutions
• RFID keyless ignition
• Vehicle theft recovery
• Dealer marketing software

Headquarters

HQ city

Mckinney

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. GPS Hardware Sales: AL3RT sells GPS tracking hardware units to powersports dealerships at $999 per unit, which dealers bundle with vehicle sales. The dealer in Florida example shows $90,000+ monthly profit from GPS sales alone at 81% closing rate.
2. Dealer Marketing Services: Through partnership with Ready 2 Ride, AL3RT offers digital marketing services to dealers including SEO, SEM, Facebook leads, geo-fencing, email campaigns, and CRM tools.
3. Hot Button Hardware: RFID keyless ignition systems sold as aftermarket accessories for motorcycles, ATVs, UTVs, and boats. Includes plug n play harnesses and color-coded start buttons.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels9 records

Core offering

AL3RT GPS is a location and personal security system for powersports vehicles. The company sells battery-powered GPS tracking hardware units to dealerships at $999 per unit for bundling with new vehicle sales, paired with the AL3RTGPS Pro mobile app for end-customer vehicle tracking and theft recovery, and a Dealer Portal for service reminders and text marketing. It also sells the Hot Button RFID keyless ignition system for motorcycles, ATVs, UTVs, and SXS vehicles as a complementary hardware offering.

Product overview

AL3RT GPS offers a core GPS tracking platform for powersports dealers with multiple integrated modules. The main AL3RT GPS Tracking system provides vehicle location monitoring and theft recovery through the AL3RTGPS Pro app, managed via the AL3RT Dealer Portal. The Hot Button Keyless Ignition systems (for motorcycles and off-road vehicles) serve as premium add-on modules. Text Marketing Campaigns and Digital Marketing Services (via Ready2Ride partnership) round out the marketing suite. Dealers can also utilize automated service reminders and a battery-powered preload program for seamless vehicle tracking integration.

Differentiator

Problem solved

Functional benefit

Brands

• Hot Button: Keyless ignition system for motorcycles, ATVs, and UTVs using RFID technology for hands-free operation and security.

Products and services

• AL3RT GPS Tracking System (Hardware + App + Dealer Portal) Battery-powered GPS tracking hardware unit (5-year internal battery, no installation required) paired with the AL3RTGPS Pro mobile app for end-customer vehicle location monitoring and theft recovery, and the AL3RT Dealer Portal for unit activation, customer management, service reminders, and SMS/text marketing. Sold to powersports dealerships for bundling with new vehicle sales.
• Hot Button Keyless Ignition (Motorcycle, ATV, UTV, SXS) RFID proximity keyless ignition module for motorcycles, ATVs, UTVs, and SXS vehicles that replaces the ignition key with motion-activated HOT Tags; features dual-point immobilization (ignition and fuel circuit lockout), automatic or manual modes, and emergency bypass. The off-road variant uses IP68/IP69-rated waterproof components. Manufactured to ISO 9001 / TS16949 (aligned with ISO 13485 framework) quality standards.
• Dealer Digital Marketing Services (Ready 2 Ride partnership) Digital marketing suite delivered to dealer customers through the Ready 2 Ride channel partnership, bundling SEO, SEM, Facebook lead generation, geo-fencing, email/newsletter campaigns, social media management, YouTube content, online reputation management, and direct mail. Marketing campaigns are designed to leverage the AL3RT Dealer Portal customer database for re-marketing and retention.

Quantifiable outcome

• 81% closing rate on GPS sales when preloaded on vehicles
• +3 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 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.

• Ready 2 RidecoreGTM or Marketing PartnerReady 2 Ride is AL3RT's digital marketing partner providing comprehensive dealer marketing solutions including SEO, SEM, Facebook leads, geo-fencing, CRM integration, and retention marketing services. The partnership enables AL3RT to offer full-service digital marketing to powersports dealerships.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Geotab: Geotab is a large-scale fleet telematics platform offering GPS tracking, mapping, and vehicle data to commercial fleets. While it does not focus on powersports, it represents the broader telematics category against which any scaled entrant into AL3RT's vertical would compete.
• Spireon (LoJack): Spireon, owner of LoJack, provides stolen-vehicle recovery and telematics across automotive, powersports, and commercial fleet at meaningful scale. It is a broader incumbent to AL3RT in vehicle GPS tracking and theft recovery with materially greater capital and dealer reach.
• CalAmp: CalAmp supplies telematics hardware and connectivity for vehicle tracking across multiple verticals and has historically supported motorcycle and powersports trackers. It is an incumbent hardware and connectivity vendor that AL3RT must position against on price and channel.
• TomTom WEBFLEET: TomTom WEBFLEET is a large European fleet telematics solution offering GPS tracking, mapping, and vehicle data primarily to commercial fleets. Although not focused on powersports, it is comparable as a broader telematics platform contender that could expand into adjacent verticals.

Direct peers

• Monimoto: Monimoto builds self-installed GPS anti-theft trackers for motorcycles and powersports vehicles with cellular connectivity and a mobile app for recovery, directly comparable to AL3RT's GPS plus AL3RTGPS Pro app theft-recovery stack.
• Scorpion Automotive: Scorpion Automotive is a UK-based manufacturer of motorcycle and vehicle security products including alarms, immobilizers, and trackers. It is directly comparable to AL3RT's HOT Button RFID keyless ignition and GPS tracking business targeted at motorcycle, ATV, and UTV owners through dealer channels.
• Datatool: Datatool, part of the Scorpion Group, supplies motorcycle-specific security and tracking systems (alarms, immobilizers, GPS trackers) sold through motorcycle dealers. It mirrors AL3RT's go-to-market of bundling safety and tracking hardware with motorcycle and powersports vehicle sales.
• Biketracer: Biketracer offers a wireless, battery-powered GPS tracking and theft-recovery device designed specifically for motorcycles, similar in form factor and use case to AL3RT's 5-year battery GPS unit targeting powersports theft recovery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/al3rtgps
• LinkedInlinkedin.com/company/al3rtgps

Compliance2 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 AL3RT GPS