Amotiv

What Amotiv does

Amotiv Limited (ASX: AOV, formerly GUD Holdings) is an Australian-listed automotive aftermarket pure-play operating through three divisions — 4WD Accessories & Trailering, Lighting, Power & Electrical, and Powertrain & Undercar — with a portfolio of 50+ brands including Hayman Reese, Cruisemaster, ECB, Rola, Narva, Projecta, Vision X, Ryco, DBA, ACS, Wesfil, GOSS, Permaseal, Injectronics, and Infinitev. The group manufactures and distributes replacement parts, accessories, lighting, filtration, braking, clutch, power management, and EV/hybrid battery solutions across Australia, New Zealand, and selected international markets via OEM, OES, aftermarket fitment, and retail channels.

The business monetizes primarily through hardware sales of automotive aftermarket products, with branded offerings engineered for harsh Australian/NZ conditions (e.g., Ryco Microshield N99 medical-grade air filtration, world-patented PROJECTA Rapid Recharge jump starter technology, Ultima LED driving lights with proprietary Optic Drive, and Intelli-RV plug-and-play power management for caravans). Manufacturing is spread across 16 sites, including a facility in Incheon, South Korea, supporting vertical integration and cost efficiency. The group also runs a circular-economy EV battery platform via Infinitev, backed by federal grant-funded HEV battery testing and balancing equipment.

Amotiv sells through a multi-channel B2B model: direct enterprise sales to OEMs at point of new vehicle sale, trade and professional installer channels, automotive retailers serving DIY consumers, and wholesale/distributor relationships with commercial fleet and industrial operators. Pricing is relationship-based and not publicly disclosed. The customer base spans individual vehicle owners, 4WD enthusiasts, mechanics, fleet operators (including hybrid/EV fleets), taxi/corporate fleets, and OEMs/OES dealer networks across ANZ, with international reach into the USA, South Korea, Sweden, China, South Africa, and the UK.

Name

Amotiv

Legal name

Amotiv Limited

Website

https://amotiv.com

Company type

Public

Founded year

1938

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Amotiv Limited (ASX:AOV) is the largest automotive aftermarket pure-play in Australia and New Zealand, operating three divisions — 4WD Accessories & Trailering, Lighting/Power/Electrical, and Powertrain/Undercar — across 50+ brands and 40 global locations, serving OEMs, fleets, trade installers, and consumers.

Ownership category

akta.pro rank

Product category

Automotive Aftermarket Parts and Accessories

NAICS

Motor Vehicle Parts Manufacturing (3363), Other Motor Vehicle Parts Manufacturing (336390), Motor Vehicle Electrical and Electronic Equipment Manufacturing (33632)

SIC

Motor Vehicle Parts & Accessories (3714), Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro industry

PRIMARYIMACANAO

Aftermarket Towing, Hauling & Utility Accessories Manufacturing (Hitches/Winches/Trailer Wiring/Cargo Carriers)

Industrials, Manufacturing & Construction/Automotive & Mobility Manufacturing/Automotive Aftermarket Parts & Accessories Manufacturing

SECONDARYIMACANAD

Aftermarket Drivetrain & Powertrain Components Manufacturing (Clutches/CV Axles/Alternators/Starters)

Industrials, Manufacturing & Construction/Automotive & Mobility Manufacturing/Automotive Aftermarket Parts & Accessories Manufacturing

SECONDARYIMACANAC

Aftermarket Suspension & Steering Components Manufacturing (Shocks/Struts/Bushings/Tie Rods)

Industrials, Manufacturing & Construction/Automotive & Mobility Manufacturing/Automotive Aftermarket Parts & Accessories Manufacturing

SECONDARYCRAOANAH

Performance, racing & tuning parts distribution

Consumer Products & Retail/Wholesale, Distribution & Category Management/Automotive Aftermarket Parts & Accessories Distribution

Keywords

• Automotive aftermarket parts
• 4WD accessories
• Automotive lighting
• Filtration products
• Brake rotors

Headquarters

HQ city

South Melbourne

HQ country

Australia

HQ region

Oceania

Offices13 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Aftermarket Automotive Parts Distribution: Sale of automotive aftermarket products through automotive retailers, independent mechanics, and directly to consumers. Products include filters, lighting, electrical accessories, braking products, and 4WD accessories sold under 50+ brands.
2. Original Equipment Manufacturer (OEM) Supply: Supply of automotive accessories and components at time of new vehicle sale, including towbars, bullbars, lighting, and functional accessories through OEM and OES channels.
3. Powertrain and Undercar Components: Sale of replacement parts including filters, gaskets, brake rotors, clutches, and electronic components through aftermarket and OEM channels.
4. Specialist Automotive Lighting: Global leadership position in specialist automotive lighting including LED driving lights, worklamps, and electrical solutions for automotive, marine, industrial, and commercial applications.
5. EV Aftermarket and Battery Services: EV and hybrid battery replacement, remanufacturing, and circular economy solutions through Infinitev brand. Also includes remanufacture of automotive electronic components through IM Group.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Amotiv Limited is the largest automotive parts pure-play in Australia and New Zealand, manufacturing and distributing aftermarket automotive products across three divisions: 4WD Accessories and Trailering, Lighting/Power and Electrical, and Powertrain and Undercar. The company offers 50+ market-leading brands covering the vehicle life cycle from new vehicle accessories to replacement parts and EV battery repurposing. Products include towbars, bullbars, roof racks, LED lighting, battery chargers, filtration, brake rotors, clutches, and hybrid/EV battery solutions sold through OEMs, aftermarket fitment specialists, automotive retailers, and fleet operators.

Product overview

Amotiv Limited is an automotive pure-play company (formerly GUD Holdings) operating through three strategic divisions: 4WD Accessories and Trailering, Lighting/Power and Electrical, and Powertrain and Undercar. The company owns a portfolio of 50+ market-leading brands covering the life of a vehicle from new vehicle accessories to service/replacement parts and EV battery repurposing at end of life. Key brands include AutoPacific Group (encompassing Hayman Reese, CruiseMaster, ECB, Rola, Parkside, Kaymar), Brown & Watson International (Narva, Projecta), Ryco Filters, Disc Brakes Australia, Injectronics, GOSS, Wesfil, Australian Clutch Services, and Infinitev. Products are sold through OEMs, aftermarket fitment specialists, and automotive retailers across Australia, New Zealand, and select international markets.

Differentiator

Problem solved

Functional benefit

Brands

• Hayman Reese: Trusted name in towing solutions, offering tow bars, weight distribution systems, and accessories.
• CruiseMaster
• ECB
• Rola
• Parkside
• Kaymar
• Narva
• Projecta
• Vision X
• Ryco Filters
• Disc Brakes Australia (DBA)
• Xtreme Clutch
• Infinitev

Products and services

• AutoPacific Group (APG) - 4WD Accessories and Trailering
• Narva Automotive Lighting and Electrical Solutions
• Projecta Power Management Solutions
• Ryco Filters
• Disc Brakes Australia (DBA) Brake Rotors and Pads
• Australian Clutch Services (ACS) Clutch Kits
• Infinitev EV and Hybrid Battery Services
• Injectronics Automotive Electronic Solutions Provides advanced automotive electronic solutions including diagnostics and remanufacturing services for electronic components, plus remanufactured ABS modules for hybrid vehicles that match genuine performance at less than one-third the cost of original equipment parts.
• GOSS Fuel System and Engine Management Components Provides high-quality fuel system and engine management components for the automotive aftermarket, known for reliability, performance, and value, including products from GUD Manufacturing's original chemical product line dating back to 1940.
• Wesfil Filtration and Aftermarket Distribution Provides high-quality automotive filtration products including oil, air, and fuel filters as well as distributing a wide range of other automotive aftermarket products across Australia.
• Permaseal Gaskets and Seals Comprehensive range of gaskets and seals, the most extensive in Australasia, continuously expanding to meet demands of an ever-changing vehicle market.
• Vision X Advanced Lighting Solutions Advanced lighting solutions for automotive, industrial, and marine applications, including LED driving lights and worklamps, operating globally with presence in USA and South Korea.
• Rindab Vehicle Lighting and Accessories Vehicle lighting, accessories, and equipment for commercial and recreational use, serving Scandinavian markets from Sweden, with global export presence.

Quantifiable outcome

• Ryco Microshield N99 achieves 0.3 micron filtration - fine enough to block combustion gases, wood smoke, bacteria, and sneeze droplets
• +5 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

One partnership is on record.

• TBB (Supplier)coreStrategic or Co-development Partner · 1 January 2019Projecta partnered with supplier TBB to develop Intelli-RV - an all-in-one 'plug and play' power management system for recreational vehicles and caravans. The partnership simplified wiring for builders and reduced electrical footprint while providing consumers with advanced monitoring and control capabilities via smartphone.

Scale indicators14 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• Genuine Parts Company: Global distributor of automotive and industrial replacement parts through NAPA Auto Parts and Motion Industries. Major broad incumbent in automotive aftermarket with global scale, serving as a relevant benchmark for Amotiv's distribution model.
• O'Reilly Automotive: Major US aftermarket auto parts retailer and distributor with strong dual-side professional and DIY customer base. Comparable benchmark for Amotiv's professional installer (trade) and retail distribution strategy.
• Tenneco: Global manufacturer of automotive ride performance, clean air, and powertrain products including aftermarket brands like Monroe, Champion, and Walker. Overlaps with Amotiv's filtration, braking, and undercar categories.
• AutoZone: Largest US aftermarket auto parts retailer with strong brand and omnichannel presence. While retail-focused (versus Amotiv's distribution model), it represents the scale benchmark for aftermarket parts distribution in mature markets.

Direct peers

• Horizon Global Corporation: Global manufacturer of towing, trailering, and cargo management products under brands like Draw-Tite, Reese, and Westfalia. Direct competitor to Amotiv's Hayman Reese and Cruisemaster brands in towing and trailering.
• Bapcor Limited: ASX-listed automotive aftermarket parts distributor and retailer operating across Australia and New Zealand, with brands like Burson Auto Parts and Autobarn. Most direct competitor to Amotiv in ANZ aftermarket parts distribution and retail.
• LKQ Corporation: North American distributor of aftermarket automotive parts, including recycled and refurbished components, with European operations. Shares Amotiv's distribution-led aftermarket model including remanufactured electronics and EV battery services.
• Standard Motor Products: US-based manufacturer and distributor of replacement parts for automotive aftermarket, including engine management, temperature control, and brake components. Directly comparable to Amotiv's Powertrain & Undercar division.
• ARB Corporation: ASX-listed manufacturer and distributor of 4WD accessories and off-road equipment in Australia and New Zealand. Directly competes with Amotiv's AutoPacific Group across bullbars, towbars, roof racks, and suspension products.
• Dorman Products: North American aftermarket automotive parts manufacturer specializing in replacement parts and hardware for vehicle repair and customization. Comparable to Amotiv's broad portfolio of aftermarket parts across multiple vehicle systems.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/amotiv

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries12 records

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 Amotiv