Directed Electronics
Directed Electronics designs and markets consumer-branded vehicle security, remote start, and connected car systems under the VIPER brand portfolio, distributing through a North American dealer network and serving consumers, small fleets, and insurance telematics partners.
- Company typePrivate
- Founded1982
- HeadquartersVista, United States
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Directed Electronics does
Directed Electronics, headquartered in Vista, California with an engineering center in Lachine (Montreal), Quebec, is the largest designer and marketer in North America of consumer-branded vehicle security and remote start systems. Founded in 1982, the company markets hardware and connected-car products under eight sub-brands — VIPER (flagship), Clifford, Python, Autostart, AstroStart, Automate, Avital, and Install Essentials — and distributes through thousands of authorized dealers, national retailers, specialty chains, car dealerships, wholesalers, and OEM channels, supported by DirectedDealers.com and Directechs.com B2B portals.
The company's core technology is the DS4 platform, which integrates remote start, security, vehicle interface, and Bluetooth into a single module, with patented wireless underhood component pairing (US Patent 10,589,715) and DirectLink wireless programming. Surrounding the DS4 core, Directed sells T-Harness integration accessories covering 94%+ of vehicles on the road, wireless sirens and sensors, the SmartKey smartphone-as-digital-car-key system, and the VSM450/VSM550 SmartStart cellular GPS modules. The connected car portfolio (SmartStart, with 3+ million app downloads) supports subscription telematics at $19.99-$29.99/month and feeds an insurance telematics partnership with Octo Telematics covering U.S. and Canadian insurers including Liberty Mutual and Nationwide. A separate Ignition Interlock business operates under the Determinator brand following the 2018 acquisition of Alcohol Detection Systems.
Directed generates revenue through consumer hardware sales (vehicle security systems, remote start systems, accessories), recurring SmartStart subscription services, ignition interlock device sales and service, and managed telematics services for insurance partners. Following the July 2020 acquisition of majority control by VOXX International Corporation (NASDAQ: VOXX) for $11 million cash plus assumed liabilities — through the newly formed VOXX DEI LLC (75% VOXX, 25% Nutek Corporation) — the company operates as a private subsidiary of VOXX, projected to contribute approximately $50 million in annualized net sales from its aftermarket business.
Directed Electronics firmographics
Firmographics- Name
- Directed Electronics
- Legal name
- DIRECTED Electronics
- Website
- https://www.directed.com/
- Company type
- Private
- Founded year
- 1982
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Directed Electronics designs and markets consumer-branded vehicle security, remote start, and connected car systems under the VIPER brand portfolio, distributing through a North American dealer network and serving consumers, small fleets, and insurance telematics partners.
- Ownership category
- akta.pro rank
Directed Electronics industry classification
Industry- Product category
- Vehicle Security and Remote Start Systems
- NAICS
- Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451), Wiring Device Manufacturing (33593), Relay and Industrial Control Manufacturing (335314)
- SIC
- Electronic & Other Electrical Equipment (No Computer Equip) (3600), Computer Communications Equipment (3576)
- akta.pro primary industry
- Automotive Infotainment, Telematics & Connectivity Hardware Manufacturing (TCU/V2X/GNSS) (IMACAJAH)
- akta.pro secondary industries
- Automotive E/E Architecture Components Manufacturing (Domain/Zonal Controllers, Gateways, Network Switches) (IMACAJAI), Video Telematics, ADAS & AI Dashcams (TLAEAFAG)
Keywords
Where Directed Electronics is headquartered
LocationHeadquarters
- HQ city
- Vista
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Directed Electronics business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
Revenue model
- Hardware Sales (Vehicle Security & Remote Start Systems): Sale of vehicle security systems, remote start systems, combined security/remote start systems, and accessories (T-harnesses, sensors, remotes, control centers) under VIPER, Clifford, Python, Autostart, AstroStart, Automate, Avital, and Directed brands.
- Connected Car Subscription Services: Subscription-based vehicle control and telematics services through SmartStart platform. Small Fleet & Family GPS plan at $19.99/month and GPS Premium at $29.99/month. Includes real-time vehicle status, GPS tracking, fleet management, and driver behavior monitoring.
- Ignition Interlock Devices: Sale and service of breathalyzer-based ignition interlock devices (IIDs) under the Determinator brand through Alcohol Detection Systems acquisition.
- Insurance Telematics Services: Partnership with Octo Telematics to provide telematics services and products to auto insurance companies in US and Canadian markets.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Small Fleet & Family GPS Plan - Basic fleet management |
| Subscription | Monthly | Small Fleet & Family GPS Premium Plan - Enhanced fleet management |
| Unit Pricing | Annual | Viper Powersports GPS (VPS450) - MSRP |
| Unit Pricing | One time/ perpetual license | Viper Powersports Alarm (3121V) - MSRP |
| Unit Pricing | One time/ perpetual license | DS4 Entry-Level RF Systems - 1/4-mile remote range |
| Unit Pricing | One time/ perpetual license | Viper DS4/SmartStart Bundle (VSSDS4P) |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels8 records
Directed Electronics product offering
Product offeringCore offering
Directed Electronics designs, manufactures, and markets consumer-branded vehicle security systems, remote start systems, and connected car solutions under multiple brands including VIPER, Clifford, Python, Autostart, Avital, and AstroStart. Its flagship DS4 platform integrates remote start, security, vehicle interface, and Bluetooth into a single module, complemented by the SmartStart smartphone telematics service and a portfolio of accessories such as T-Harnesses, sensors, sirens, and ignition interlock devices.
Product overview
Directed Electronics offers a comprehensive vehicle security, remote start, and connected car ecosystem centered on the award-winning DS4/DS4+ platform, which integrates remote start, security, vehicle interface, and Bluetooth technologies into one module. The company markets products under eight sub-brands: VIPER (flagship), Clifford, Python, Autostart, AstroStart, Automate, Avital, and Install Essentials. Core offerings include SMARTSTART connected car platforms (VSM450/VSM550 GPS modules) enabling smartphone control from anywhere; SmartKey smartphone-as-key technology; Viper Powersports GPS and alarm systems; and Alcohol Detection Systems (Determinator ignition interlock devices). The portfolio also includes T-Harness solutions for plug-n-play installation, DS4 security sensors (8604W wireless sensor, 8508D proximity sensor), wireless sirens, and rechargeable remotes. Installer and dealer support tools include Directechs.com (vehicle wiring database, firmware flashing, DirectLink Mobile app) and DirectedDealers.com portal. Recent 2024 launches include 30 new VIPER and AVITAL systems.
Differentiator
Problem solved
Functional benefit
Brands
- VIPER: World's best selling vehicle security and remote start brand. Created the smartphone car control category with VIPER SMARTSTART.
- Autostart
- Clifford
- AstroStart
- Automate
- Python
- Avital
- Install Essentials
Products and services
- DS4/DS4+ Digital System All-in-one digital remote start, security, interface, and Bluetooth system integrating four technologies into a single module with auto firmware lookup, D2D 2.0 smart ports, and free smartphone control via Bluetooth. Targeted at installers, dealers, and end consumers of vehicle security/remote start.
- VIPER SmartStart Smartphone-based vehicle control platform allowing remote start, lock/unlock, locate, and status monitoring from anywhere via the SmartStart app. Downloaded to over 3 million iOS, Android, and BlackBerry handsets. Targets consumers and small fleet operators.
- SmartStart Pro Small Fleet & Family Service Subscription-based real-time fleet management service for SmartStart Pro with trip history, breadcrumb tracking, impact detection, and driver behavior monitoring. Two tiers: GPS ($19.99/month, 2-min updates, 90-day history) and GPS Premium ($29.99/month, 30-sec updates, 1-year history). For small businesses and families monitoring multiple vehicles.
- VIPER Brand Vehicle Security and Remote Start Systems Flagship VIPER brand vehicle security and remote start systems, including 30 newly launched VIPER and AVITAL systems unveiled at SEMA in November 2024. World's best-selling vehicle security and remote start brand; created the smartphone car control category with SmartStart.
- Clifford Vehicle Security Systems
Quantifiable outcome
- Installation times reduced by up to 75%
- +3 more outcomes
Companies that use Directed Electronics
Customer profileNamed customers3 records
Segments7 records
Ideal customer profiles7 records
Directed Electronics technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature10 records
Directed Electronics partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Octo TelematicscorePartnership to provide services and products to Octo Telematics, the leading insurance telematics provider in Europe, for development of telematics services for U.S. and Canadian vehicle insurance markets. Both companies believe significant opportunities exist for telematics products with insurance companies.
Scale indicators12 records
Recent moves10 records
Expansion highlights6 records
Directed Electronics competitors and assessment
Company assessmentEmerging players
- Geotab: Geotab is a leading fleet telematics and connected vehicle platform serving enterprise and SMB fleets with GPS tracking, driver behavior, and EV insights; competes with Directed's SmartStart Pro Small Fleet offering in the fleet management software layer.
- Samsara: Samsara provides IoT-based fleet management, vehicle telematics, dash cams, and connected operations; adjacent to Directed's Viper SmartView dash camera and SmartStart Pro fleet subscription products.
Direct peers
- AAMP Global: AAMP Global is a portfolio aftermarket automotive electronics company owning multiple brands (EchoMaster, Stinger, iSimple, Phoenix Gold); competes with Directed across distribution and integration accessories for the 12-volt channel.
- Firstech / Compustar: Firstech (parent of Compustar, Arctic Start, FT-DAS, DroneMobile) is Directed's closest direct competitor in aftermarket remote start and vehicle security systems, with a comparable product portfolio, dealer network, and connected car (DroneMobile) subscription offering.
- Omega Research & Development: Omega Research & Development is a long-standing aftermarket vehicle security and remote start manufacturer (Excalibur, Crime Guard, Brat) competing directly with Directed's Viper/Clifford/Python brands in the dealer channel.
- Fortin Electronic Systems: Fortin is a leading Canadian manufacturer of vehicle integration bypass modules, remote starters, and EVO-ALL style interfaces; directly comparable to Directed's Install Essentials and DS4 T-Harness integration ecosystem.
- Crimestopper Security Products: Crimestopper designs and sells aftermarket car alarms, remote start systems, and keyless entry products through similar dealer and installer channels, making it a direct comparable in the consumer-branded vehicle security category.
- Scytek Electronics: Scytek manufactures vehicle security, keyless entry, and remote start systems sold through the 12-volt aftermarket channel; offers comparable product categories and serves overlapping dealers and installers.
- ADS (Automotive Data Solutions) / iDatalink: ADS / iDatalink (now part of AudioControl) provides vehicle integration modules, remote start interfaces, and telematics solutions; competes head-to-head with Directed's Directechs, DS4, and T-Harness product lines.
Broad incumbents
- VOXX International (parent, ex-prior business): VOXX International (Directed's parent since July 2020) operates across automotive, consumer electronics, and biometrics (EyeLock); the broader VOXX automotive segment (Pursuit, Advent, Jensen) makes it a broad incumbent player rather than a pure peer in aftermarket security.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Directed Electronics social profiles
Digital presenceDirected Electronics financial estimates
Financial estimateRevenue estimate
Valuation estimate
Directed Electronics leadership team
Management profileNumber of profiles
Profiles10 records
Directed Electronics subsidiaries and ownership
Company hierarchySubsidiaries1 record
Directed Electronics funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Directed Electronics M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Directed Electronics
What does Directed Electronics do?
Directed Electronics designs, manufactures, and markets consumer-branded vehicle security systems, remote start systems, and connected car solutions under multiple brands including VIPER, Clifford, Python, Autostart, Avital, and AstroStart. Its flagship DS4 platform integrates remote start, security, vehicle interface, and Bluetooth into a single module, complemented by the SmartStart smartphone telematics service and a portfolio of accessories such as T-Harnesses, sensors, sirens, and ignition interlock devices.
Is Directed Electronics a public or private company?
Directed Electronics is a private company. It is classified as corporate owned and is currently operating.
When was Directed Electronics founded?
Directed Electronics was founded in 1982. It employs 251 to 500 people.
Where is Directed Electronics based?
Directed Electronics is headquartered in Vista, United States, in the North America region.
How does Directed Electronics make money?
Four revenue lines are on record. Hardware Sales (Vehicle Security & Remote Start Systems) is the primary driver. The others are connected Car Subscription Services, ignition Interlock Devices and insurance Telematics Services.
Who are Directed Electronics's main competitors?
Emerging players on record are Geotab and Samsara. Direct peers are AAMP Global, Firstech / Compustar, Omega Research & Development, Fortin Electronic Systems, Crimestopper Security Products, Scytek Electronics and ADS (Automotive Data Solutions) / iDatalink. VOXX International (parent, ex-prior business) is listed as a broad incumbent.
Does Directed Electronics have an API?
No public API is recorded for Directed Electronics.
What industry is Directed Electronics in?
Directed Electronics's product category is Vehicle Security and Remote Start Systems. Its primary akta.pro industry code is IMACAJAH, Automotive Infotainment, Telematics & Connectivity Hardware Manufacturing (TCU/V2X/GNSS), with a secondary code of IMACAJAI, Automotive E/E Architecture Components Manufacturing (Domain/Zonal Controllers, Gateways, Network Switches). Its NAICS code is 33451 and its SIC code is 3600.