About CAATS™
The owners of the CAATS brand have roots in the automotive supply industry dating back to 1986. In fact, the founders of CAATS are now leading a second-generation family business, providing wholesale automotive products to hundreds of distributors around the USA.
Jeff and Kellie Koenig are more than company owners; they are truly personally invested in the automotive industry. Kellie’s dad founded the original company, and in Kellie’s words, she “…grew up in the business.” Jeff joined when he married Kellie, working his way up to president when the couple acquired the original company from Kellie’s parents, and now the Koenig’s son heads warehousing and distribution operations.
The Koenigs grew their business from a few hundred products to thousands, and they did it by listening to distributors and developing products that were needed as the automotive industry grew and evolved. Jeff and Kellie worked hard to respond to any reasonable product request, always searching for better quality, better value, more benefits, and fair prices, but more bang for the buck.
By the 2000s, many items in their catalog were unique, representing customized improvements or enhancements only available from the Koenigs. Around 2010, they began to notice that many of their products were being requested specifically by reference to the product’s uniqueness. Instead of just ordering “seat covers,” for example, distributors were requesting specific seat covers, usually ones that Jeff and Kellie had developed with more features than “basic” covers. Distributors reported that auto dealers were asking for “those thicker covers” and “those reusable ones” and “those that won’t slip.”
CAATS is born
In 2011, the Koenigs decided to give many of the special products they had developed a brand name—and the CAATSTM brand was born.
Originally, CAATS stood for “Complete Auto and Truck Supplies,” but today, the CAATS brand represents a line-up that includes a wide array of quality products used throughout automotive businesses, with a focus on items needed in the Service Department.
The CAATS logo—with the now recognizable feline design over the descriptive “DEALER ADVANTAGE” wording—emphasizes that auto dealers have an advantage over competitors when they utilize CAATS products. CAATS reliable products increase efficiency, save time, enhance safety, and last longer. Today, we think of “CAATS” as the purr-fect selection of service department products: “CAATS Protects and Serves.”
CAATS Cares!
All the people behind CAATS are committed to preserving the environment and reducing energy costs. By utilizing the latest digital technologies for business “paperwork,” thereby reducing actual paper use by over 70%, everyone working on CAATS products is focused on reduced waste, the use of environmentally friendly materials, and highly energy efficient production processes. Learn more here. (Link to Sustainability page)
CAATS is committed to Made in USA!
Today, over 92% of CAATS products are entirely sourced and manufactured in the United States of America, and no CAATS product is wholly imported.
The owners of CAATS are intentional in the selection of materials and labor used to manufacture CAATS products, believing that supporting USA suppliers and helping create and maintain USA jobs is more than a responsibility; it’s a duty as citizens of this great country. Learn more here. (Link to Make in USA page)
The Future of CAATS
Because the CAATS brand stands for product uniqueness, better quality, and exceptional value, more and more automotive service businesses are asking for CAATS products by name—and that is the whole reason the brand exists: to enable buyers to identify and find our stand-out products!
CAATS products are not sold retail and are only available through authorized distributors.
If you would like more information, visit the Contact page of this website to reach out to us.