POLAIRE (Joubert

What POLAIRE (Joubert does

POLAIRE is a French automotive aftermarket brand specializing in winter traction equipment and vehicle transport solutions, operating as a brand of the Joubert Group (Joubert Productions SAS, headquartered in Ambert, Thiers jurisdiction) since 2013. The company's product portfolio spans four flagship snow chain ranges (POLAIRE GRIP, SPIDER GRIP, STEEL SOCK, STEEL TRUCK) covering passenger vehicles, utility vehicles, 4x4s, trucks, buses, and forestry/snow removal equipment, alongside transport accessories (roof bars, roof boxes from 310L to 650L, magnetic and bar-mounted ski carriers, bike racks), wheel accessories (multi-tier hubcap ranges and anti-theft wheel bolts), and winter maintenance products (snow shovels, ice scrapers, tire covers, anti-slip overshoes). Technical differentiation rests on patented mechanical innovations including a self-tensioning system, Dyneema cord reinforcement for heavy commercial chains (6-ton resistance), elastic rear band mounting for snow envelopes, and magnetic ski carrier anti-theft systems, with products certified to EU standards (O-Norm V5-119, EN-16662-1, TUV GS, ISO/PAS 11154, City Crash Test).

The company sells exclusively through authorized dealer and distributor networks across France and Europe, supplemented by a dedicated B2B Pro account system for automotive professionals, fleet operators, and tire dealers, plus OEM supply contracts with automotive manufacturers (notably Citroën for the C3 Aircross roof bars). A multi-language online presence (French, English, Italian) supports consumer-direct traffic to the dealer network, while e-commerce partnerships with Allopneus.com and Pneu Online extend reach into online tire and accessory retail. Revenue streams are diversified across one-time equipment sales across consumer, professional, and OEM channels, with seasonal demand concentration risk inherent to winter equipment but partially mitigated by the year-round transport and luggage product lines. Public funding partners include BPI France and Région Rhône-Alpes in support of the X'Simpl (X10) innovation project.

Name

POLAIRE (Joubert

Legal name

JOUBERT PRODUCTIONS

Website

https://polaire.eu

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

POLAIRE is a French Joubert Group brand (since 2013) that designs, manufactures, and distributes automotive winter traction equipment (snow chains, socks, studding), roof transport solutions (bars, boxes, ski carriers), and wheel accessories through authorized dealers across France and Europe, serving both individual consumers and professional B2B customers.

Ownership category

akta.pro rank

Product category

Automotive Winter Equipment & Transport Solutions

NAICS

Motor Vehicle Parts Manufacturing (3363)

SIC

Motor Vehicle Parts & Accessories (3714), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Snow & Ice Vehicles (Snowcats, Snow Groomers, Snow Blowers) (IMAHAIAH)

akta.pro secondary industries

Snowmobile Riding Gear Retail (CRAMANAI), Ski & Snowboard Equipment Retail (Skis, Boards, Boots, Bindings, Poles) (CRAMAJAA)

Keywords

• Snow chain equipment
• Automotive winter gear
• Roof transport solutions
• Wheel covers accessories
• Tire studding systems

Headquarters

HQ city

Le Cheylas

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Winter Equipment Sales: Sale of snow chains (polyurethane, textile, metal variants), snow socks, traditional chains, and winter accessories including shovels, tire covers, scrapers, and overshoes for individual consumers and professionals.
2. Transport Solutions: Sale of roof racks, roof boxes, bike racks, ski carriers, water sport equipment, straps, nets, and luggage products for automotive transport needs.
3. Wheel Equipment: Sale of wheel covers (hubcaps) in various lines (Exclusive, Premium, Inspiration, Prime, Professional) and wheel anti-theft devices.
4. OEM/Manufacturing: Manufacturing and supply of original equipment to automotive manufacturers, such as roof bars for Citroën C3 Aircross.
5. Professional Heavy Vehicle Equipment: Specialized snow chains and stud systems for trucks, buses, forestry equipment, and snow removal machines.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

POLAIRE manufactures and distributes automotive winter equipment (snow chains, snow envelopes, snow socks, traditional chains) and vehicle transport solutions (roof bars, roof boxes, ski carriers, bike racks, luggage and organizers) under its own brand. It also sells wheel accessories (wheel covers across Exclusive, Premium, Inspiration, Prime, and Professional lines and anti-theft wheel locks) and winter/automotive maintenance accessories (snow shovels, scrapers, overshoes, tire covers, tire studding systems). The company serves individual consumers, automotive professionals/fleet operators, and supplies OEM products (such as roof bars) to automobile manufacturers like Citroën.

Product overview

POLAIRE is a brand of the Joubert Group offering a comprehensive portfolio of automotive winter equipment, vehicle transport solutions, wheel accessories, and maintenance products. The product lineup includes four flagship snow chain ranges (POLAIRE GRIP, POLAIRE SPIDER GRIP, POLAIRE STEEL SOCK, and POLAIRE STEEL TRUCK) covering passenger vehicles, utility vehicles, and heavy trucks. Transport solutions encompass roof bars, roof boxes (ranging from 310L to 650L capacity), bike racks, ski carriers (magnetic and bar-mounted), luggage and organizers. Wheel equipment includes wheel covers across multiple tiers (Exclusive, Premium, Inspiration, Prime, Professionnels) and anti-theft wheel locks. Winter accessories feature snow shovels, tire storage covers, scrapers, and overshoes. Professional products include tire studding systems with multiple stud sizes for different vehicle types. The company serves both individual consumers and professional markets through a network of dealers across Europe.

Differentiator

Problem solved

Functional benefit

Products and services

• POLAIRE GRIP Snow Chain Front-mounted snow chain with automatic tensioning system for passenger vehicles, providing grip on snow and ice. Part of POLAIRE's flagship snow chain range.
• POLAIRE SPIDER GRIP Snow Chain Front-mounted snow chain designed for utility vehicles (VUL) and 4x4 with steel rim mounting, featuring automatic tensioning rubber system integrated into the chain path and zero rear clearance.
• POLAIRE STEEL SOCK Snow Envelope Snow chain envelope with the lowest rear clearance on the market (7mm), combining metal performance with intuitive sock-style mounting and elastic rear band automatic tensioning.
• POLAIRE STEEL GRIP Snow Chain Front-mounted steel snow chain with polyurethane platters and high-resistance square-section steel links for passenger vehicles.
• POLAIRE STEEL TRUCK Snow Chain Heavy-duty front-mounted snow chain for trucks, buses, and coaches with optimized grip on snow and ice, featuring patented telescopic lever tensioning system reinforced with Dyneema cords.
• Roof Boxes (Coffres de toit) Range of roof boxes in capacities from 310L to 650L with 50–75kg maximum load, available across Exclusive, Premium, Inspiration, Prime, and Travel product lines with various color and finish options (Inspiration, Travel, Thunder, Prime, Cam Silver). Aerodynamic design with bi-lateral opening and central locking.
• Ski Carriers (Magnetic and Bar-mounted) Range of ski carriers including universal magnetic models (up to 3 pairs of skis or 2 snowboards, with anti-theft devices) and bar-mounted aluminum ski carriers for various bar profiles, holding up to 6 pairs of skis or 2 snowboards.
• Wheel Covers (Enjoliveurs) Wheel covers (hubcaps) available across five product lines: Exclusive, Premium, Inspiration, Prime, and Professional. Includes double-layer ABS construction options (Spyder Pro Anthracite, Spyder Pro Silver) and professional double-layer truck wheel covers (front and rear) in nylon and ABS for 22.5-inch wheels.
• Anti-theft Wheel Locks Anti-theft wheel locking devices (Premium Line) and automotive wheel screws and nut covers for securing wheels against theft.
• Winter Accessories Winter automotive accessories including telescopic and straight snow shovels (XBlade line, anodized aluminum), tire storage covers (multiple sizes M/L/XL), premium windshield scrapers with foam handles, and EzyShoes Walk anti-slip overshoes with hydrophobic composite structure and metal clips.
• Professional Tire Studding Systems Complete tire studding systems including tungsten-tipped screw-in studs in multiple sizes for vehicles (VL, 4x4, VUL, VAN), heavy trucks (PL), snowmobiles, quads, motorcycles, and accompanying cordless 18V and pneumatic stud installation tools.
• Luggage and Organizers (Bagagerie) Travel bags and cargo organizers including Polaire-branded travel bags in large (74cm x 38cm) and small (56cm x 35cm) sizes, plus matching large and small organizers for vehicle cargo management.
• Roof Bars (Barres de toit) Roof bars for passenger and professional vehicles, including OEM roof bars supplied to automobile manufacturers such as Citroën for the C3 Aircross model.
• Vehicle Maintenance and Cleaning Products (Entretien) Vehicle care product range covering bodywork, interior, glass, rims, and tires, with actions including preparing, cleaning, polishing, purifying, de-icing, repairing, and storing. Includes carrying case kits (mallettes).

Quantifiable outcome

• Products certified to EU standards and homologations (O-Norm V5-119, B26, EN-16662-1, ISO/PAS 11154, TUV GS, City Crash Test)

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• MODULAcoreOEM/ Whitelabel/ Licensing Partner · 1 January 2012Italian manufacturer of thermoformed products that produces Polaire roof boxes since 2012. MODULA products are distributed exclusively in France by Polaire.
• CitroëncoreStrategic or Co-development PartnerAutomotive manufacturer for which Polaire manufactures roof bars for the new C3 Aircross model.
• Pneu OnlinecoreChannel Partner/ Reseller/ DistributorEuropean market leader in online tire and accessory sales, distributing Polaire snow chains throughout Europe.
• Allopneus.comminorChannel Partner/ Reseller/ DistributorFrench e-commerce company specialized in tire sales and mounting services, distributing Polaire products.
• ARDI Rhône-AlpesminorStrategic or Co-development PartnerRegional Agency for Development and Innovation supporting Polaire's innovation projects.
• Blueberry FilmsminorGTM or Marketing PartnerAdvertising production partner creating professional video content for Polaire at competitive pricing for SMEs.
• AJC EntreprisesminorImplementation/ SI/ Consulting PartnerMaintenance services for mechanical systems, design and production of Polaire display stands and booths.
• Chambre de Commerce et d'Industrie de GrenobleminorStrategic or Co-development PartnerRegional chamber of commerce supporting Polaire's business development in the Grenoble area.
• Largo WinchminorGTM or Marketing PartnerFilm partnership for 'Le prix de l'argent' movie, providing brand visibility through entertainment marketing.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Market position

Strengths7 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/polaireautomotive
• Facebookfacebook.com/PolaireLive
• LinkedInlinkedin.com/company/polaire-joubert

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 POLAIRE (Joubert