American Products Company (APC). The name itself conjures a mix of nostalgia and perhaps a slight cringe for those familiar with the automotive aftermarket scene of the late 90s and early 2000s. It’s been over a decade since APC closed its doors in February 2007, eventually selling its remaining stock to Pilot Automotive. Rumors circulated that the closure was hastened by mounting fines related to aftermarket lighting products that failed to meet federal safety standards. Coupled with the rise of competitors like TYC/Depo, the pressure became too much for APC to bear.
But APC was more than just a company that faced regulatory hurdles and market competition. They were a cultural phenomenon, albeit a controversial one. No other company arguably had such a pronounced, and often polarizing, effect on the automotive aftermarket industry. This is an ode, of sorts, to American Products Company – a brand that, despite its name, became synonymous with a particular style of aftermarket car parts that, while never originating from Japan, allowed countless enthusiasts to embrace a perceived “JDM” aesthetic. The irony of the name “American Products Company” for a company whose goods were largely manufactured in Taiwan was never lost on those in the know.
“The Chronicles…” takes a look back at the legacy, the impact, and the often-questionable product line of APC, a company that undeniably left its mark on the world of aftermarket car parts.
The Rise of “Altezza” Style Car Lighting
The term “Altezza lights” may sound foreign to newer generations of car enthusiasts, but for those around in the late 90s and early 2000s, it was a defining trend in aftermarket car lighting. The Toyota Altezza, known as the Lexus IS300 in North America, sported distinctive, circular taillights. It wasn’t long before the aftermarket seized upon this design, and APC was at the forefront, creating “Altezza-style” taillights for a vast range of vehicles.
The initial introduction of these lights was met with mixed reactions. Online forums and early import car websites, like the once-popular Importfan.com, were buzzing with discussions. Many were perplexed. The shape might vaguely resemble the original vehicle’s taillight, but inside, something distinctly un-Altezza-like, often red and overly stylized, resided. Even those who were experimenting with aftermarket car parts at the time had reservations, hoping this trend wouldn’t gain traction.
Initially, APC products weren’t widely distributed. Pep Boys, in a move to tap into the burgeoning import and sport compact market, became one of the first major retailers to stock APC’s offerings. For some, seeing these “Altezza” style lights on the shelves of a mainstream auto parts store was a moment of unease, a sense that something fundamental in car styling was about to shift, and perhaps not for the better.
Little did those early skeptics know just how pervasive this trend would become, largely thanks to APC’s aggressive marketing and wide product range. APC didn’t just make “Altezza” taillights for Civics and Accords; they made them for almost everything imaginable – Chevy Astro vans, Ford Mustangs, even RVs. The “Altezza” style taillight proliferated rapidly, becoming a ubiquitous aftermarket car part.
The sheer ubiquity of these lights led to unintended consequences. Even drivers of stock Lexus IS300s, the original car that inspired the trend, reportedly faced increased scrutiny from law enforcement, their factory lights mistaken for the aftermarket imitations. APC’s approach of inserting red and round elements into any square taillight housing, creating what some considered “Terminator-versions of traffic lights,” became a defining, if not entirely flattering, characteristic of their brand.
The market saturation reached a point where enthusiasts who were genuinely integrating OEM IS300 taillights into custom car builds expressed frustration. Adding to the controversy, APC’s focus on mass production and capitalizing on the trend seemingly overshadowed crucial aspects like DOT approval for their lighting products. This oversight would eventually contribute to their financial and regulatory troubles, ironically stemming from the very product that propelled them to prominence in the aftermarket car parts market.
APC’s Expansion into the Broader Aftermarket Car Parts Industry
Building on the success, however controversial, of their non-DOT approved aftermarket lighting, APC sought to expand its reach across the entire import car parts market. The strategy was simple: produce everything. From lighting to interior accessories to body kits, APC aimed to become a one-stop shop for aftermarket car parts, catering to the rapidly growing import tuner scene.
Retailers like Kragen Auto Parts, traditionally focused on domestic aftermarket performance parts, took notice of APC’s growing influence. Kragen, like Pep Boys before them, dedicated significant shelf space to APC products, acknowledging the brand’s popularity, even if the quality was often debated. For employees in these auto parts stores, like the author of the original piece who worked at Kragen, this meant becoming de facto “APC specialists,” guiding customers through the vast and sometimes bewildering array of APC offerings. The demand was undeniable, driven by a generation eager to personalize their vehicles with readily available and, crucially, affordable aftermarket car parts.
APC’s product catalog was extensive, to say the least. Neon accessories were a staple – neon floor plates, underbody kits, and interior lighting. Body kits, including a Dodge Neon body kit (somewhat ironically), racing seats, steering wheels, and even seemingly random accessories like cigarette lighters, all bore the APC brand. The sheer volume of products was impressive, but the quality was often a point of contention.
Many observed that the craftsmanship of APC car parts left much to be desired. Returns and exchanges were frequent, often attributed to product defects rather than installation errors. The “American” in American Products Company seemed to be more of a marketing tactic than a reflection of manufacturing origin or quality standards. The persistent use of yellow silicone boots and filters in their aftermarket intake systems, regardless of vehicle application, became a minor, yet noticeable, quirk associated with the brand.
Stepping inside a car modified with APC interior accessories could be a sensory experience, though not always in a positive way, as humorously described in the original article. Steering wheels, floor mats, and various trim pieces, all bearing the APC brand, contributed to a distinct, and often garish, aesthetic. While the intention was likely to offer affordable and accessible car customization options, the overall impact often fell short of refined or high-quality.
Despite the criticisms, APC’s presence was undeniable. They participated in major automotive events like Hot Import Nights, often with large displays showcasing demo vehicles adorned with their products. These show cars, while sometimes visually striking, further cemented APC’s image within the aftermarket car parts scene – a brand that was widely available, aggressively marketed, and undeniably impactful, even if the impact was frequently debated in terms of style and quality.
Even APC’s venture into racing seats drew scrutiny. The construction and materials often appeared subpar, with concerns about durability and comfort. Compared to higher-end racing seat brands, or even replica seats, APC’s offerings were often seen as entry-level at best, reinforcing the perception of the brand as prioritizing affordability and mass appeal over ultimate quality.
The RSX Civic Front-End Conversion: A Controversial Aftermarket Car Part
Perhaps one of APC’s most audacious, and ultimately ill-fated, product ideas was the RSX front-end conversion kit for Honda Civics. While APC may not have been the originator of this concept, they produced and marketed it, showcasing it in their catalogs and further pushing the boundaries of aftermarket car modification. This kit included a front bumper styled after the Acura RSX (Honda Integra in some markets), conversion fenders, RSX headlights, and even a hood styled after the Mugen brand.
The reaction to the RSX Civic conversion kit was largely negative. Many considered it an extreme example of questionable aftermarket styling, a step too far in attempting to blend disparate car designs. Thankfully, this particular trend did not gain widespread popularity, perhaps representing a point where even the most adventurous aftermarket car part enthusiasts drew a line.
APC’s Enduring Legacy in Aftermarket Car Parts
APC’s legacy is inextricably linked to the “Altezza” taillight craze. They played a pivotal role in popularizing this style and, more broadly, in shaping the “ricer” movement within car culture. APC windshield banners, “Altezza” taillights, replica grilles, and a vast array of interior accessories became hallmarks of a particular era in automotive modification.
While terms like “Pep Boys tuners” or “ricers” might carry negative connotations today, APC undeniably democratized car customization. They made aftermarket car parts accessible to a broad audience, allowing casual car owners to feel like they were engaging in car building and personalization. However, this accessibility also contributed to some of the less desirable aspects of the aftermarket scene, including questionable styling choices and, in some cases, safety concerns related to non-compliant products.
By 2009, APC was no longer a presence in the automotive market. While “Altezza” taillights and similar styles still occasionally surface, the pervasive influence APC once held over the “tuner” scene had dissipated. American Products Company, despite its shortcomings in quality and sometimes questionable styling, left an indelible mark on the aftermarket car parts industry, a testament to their marketing savvy and ability to tap into a specific niche within car culture. Their story serves as a reminder of a particular era in automotive history, one defined by both enthusiasm and, in retrospect, perhaps a touch of automotive absurdity.
