Directed Electronics

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.

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

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

• Vehicle security systems
• Remote start systems
• Connected car telematics
• Automotive aftermarket electronics
• OEM integration harnesses

Headquarters

HQ city

Vista

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Revenue model

1. 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.
2. 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.
3. Ignition Interlock Devices: Sale and service of breathalyzer-based ignition interlock devices (IIDs) under the Determinator brand through Alcohol Detection Systems acquisition.
4. Insurance Telematics Services: Partnership with Octo Telematics to provide telematics services and products to auto insurance companies in US and Canadian markets.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core 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

Named customers3 records

Segments7 records

Ideal customer profiles7 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

One partnership is on record.

• Octo TelematicscoreStrategic or Co-development PartnerPartnership 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

Emerging 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

• YouTubeyoutube.com/channel/UCaATGV2OSxpoZ8pyj2VeRMg
• Facebookfacebook.com/DirectedSmartStart
• LinkedInlinkedin.com/company/directed-electronics
• Instagraminstagram.com/voxxelectronics

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Directed Electronics