MOMO

Corporate brand

Italian automotive design and motorsport equipment brand known for steering wheels, wheels, tires, racing apparel, and performance accessories.

Last updated October 23, 2026

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Overview

MOMO is an Italian automotive design and performance-equipment brand headquartered in Milan. The company was founded in 1964 by Gianpiero Moretti, an amateur racing driver whose name supplied the first part of the brand identity; “MOMO” is derived from Moretti-Monza, with Monza referring to the Italian motorsport center and town. The brand began with a racing steering wheel that Moretti developed for his own car. Its thicker grip distinguished it from many steering wheels then available, and the design attracted attention from other racers. Formula One driver John Surtees requested a MOMO wheel for his Ferrari single-seater, and his victory in a Formula One race that year gave the young company an important early association with top-level motorsport. MOMO expanded from a specialist steering-wheel maker into a broader automotive accessories and racing-equipment business. Its product portfolio has included steering wheels, gear knobs, alloy wheels, tires, racing seats, helmets, racing suits, gloves, shoes, and other motorsport accessories. The brand has also been associated with automotive lifestyle products and, through the separate MOMO Design identity, items such as clothing, watches, eyewear, fragrances, and accessories. MOMO products have appeared as original or standard equipment on selected vehicles, including regional performance models from Subaru and Mitsubishi, and the UMM Alter II. The company also lent its name to the Logitech MOMO line of computer racing controllers. Manufacturing activity expanded in 1969 with the opening of a plant in Tregnago, in the Province of Verona. Over time, changing automotive regulation and the growing adoption of airbags affected the economics and technical structure of steering-wheel production. In 1996, MOMO was sold to Breed Technologies, a manufacturer specializing in steering-wheel airbag systems. Breed was later acquired by The Carlyle Group and combined with other original-equipment automotive businesses to create Key Safety Systems in 2003. Key Safety Systems sold the MOMO brand name to an Italian private-equity group in 2006, while retaining most of the former MOMO manufacturing facilities and technologies. Henrique Cisneros acquired MOMO in 2011. Under the subsequent ownership, the company broadened its tire business. In 2012 it introduced summer, all-season, and winter tires in Europe, with availability in North America following in 2017. The brand has continued to combine road-car accessories with competition products and motorsport partnerships. Its racing involvement has included sponsorship of prototype cars in the IMSA WSC series, including the Ferrari 333 SP; serving as the official steering-wheel supplier for Champ Car from 2004 to 2007; and supplying official steering wheels, racing seats, clothing, and related equipment to the Speedcar Series. MOMO has also sponsored Lira Motorsports in American stock-car racing series. Its market identity therefore rests on the link between Italian design, motorsport heritage, and performance-oriented automotive customization rather than on mass-market food or consumer staples.

History

MOMO began in 1964 when Gianpiero Moretti, an Italian gentleman racer, designed a steering wheel for his own competition car. The wheel used a thicker grip than many competing designs, making it comfortable and controllable for racing. Other drivers noticed the design and sought similar wheels. The name MOMO came from Moretti-Monza, linking the founder’s surname with Monza’s strong motorsport identity. The brand gained an early international sporting credential when Formula One driver John Surtees requested a MOMO steering wheel for his Ferrari single-seater. Surtees won a Formula One race that year, helping establish MOMO among racing drivers and enthusiasts. The company subsequently developed from a specialist steering-wheel operation into a wider supplier of performance and motorsport products. In 1969, MOMO opened a production plant in Tregnago, in the Province of Verona. Its range expanded to include alloy wheels, gear sticks and knobs, racing seats, tires, helmets, racing suits, gloves, shoes, and other competition accessories. The brand also became connected to selected road-car applications. MOMO airbag steering wheels were used as standard accessories on some regional Subaru and Mitsubishi performance vehicles, and MOMO steering wheels were standard equipment in the UMM Alter II from 1987 to 1991. The name was additionally licensed or applied to products outside conventional vehicle hardware, including the Logitech MOMO racing-game controller line and lifestyle products associated with MOMO Design. The evolution of automotive safety regulation changed the steering-wheel market. As United States federal requirements became more demanding and airbags became common internationally, MOMO was sold in 1996 to Breed Technologies, a steering-wheel airbag manufacturer. Breed was later acquired by The Carlyle Group. In 2003, Breed and other automotive original-equipment businesses owned by the group were combined to form Key Safety Systems. Key Safety Systems sold the MOMO brand name to an Italian private-equity group in 2006, although it retained most manufacturing plants and technologies that had previously belonged to MOMO. Henrique Cisneros acquired MOMO in 2011. The company subsequently pursued a broader tire strategy, launching summer, all-season, and winter tires in Europe in 2012 and extending tire availability to North America in 2017. MOMO has continued to operate at the intersection of automotive customization, Italian design, and motorsport. Its competition activities have included sponsorship of IMSA WSC prototype cars such as the Ferrari 333 SP, official steering-wheel supply for Champ Car from 2004 through 2007, and provision of steering wheels, racing seats, clothing, and accessories for the Speedcar Series. The company has also sponsored Lira Motorsports in American stock-car competition. The available reference material does not establish detailed current management, ownership structure beyond the reported Cisneros acquisition, financial performance, or a current official website URL.

2017
Tire availability expands to North America
[1]Momo (company)en.wikipedia.org
MOMO tires become available in North American markets.
2012
Tire range launches in Europe
[1]Momo (company)en.wikipedia.org
MOMO introduces summer, all-season, and winter tires in European markets.
2011
Henrique Cisneros acquires MOMO
[1]Momo (company)en.wikipedia.org
Ownership passes to Henrique Cisneros.
2006
Brand name changes ownership
[1]Momo (company)en.wikipedia.org
Key Safety Systems sells the MOMO brand name to an Italian private-equity group while retaining most former facilities and technologies.
2003
Key Safety Systems is formed
[1]Momo (company)en.wikipedia.org
Breed Technologies and other automotive original-equipment businesses are combined into Key Safety Systems.
1996
Sale to Breed Technologies
[1]Momo (company)en.wikipedia.org
MOMO is sold to Breed Technologies as airbags and automotive safety regulation reshape steering-wheel manufacturing.
1969
Tregnago production plant opens
[1]Momo (company)en.wikipedia.org
MOMO opens a manufacturing plant in Tregnago, Province of Verona.
1964
MOMO is founded
[1]Momo (company)en.wikipedia.org
Gianpiero Moretti establishes MOMO after creating a thick-grip racing steering wheel for his own car.
1964
First major Formula One association
[1]Momo (company)en.wikipedia.org
John Surtees uses a MOMO steering wheel in a Ferrari single-seater and wins a Formula One race.

Products and positioning

Italian motorsport-inspired automotive design brand serving performance-car enthusiasts, professional and amateur racers, vehicle-customization customers, and selected original-equipment applications.

Automotive performance and racing equipment · 1964
Steering wheels
MOMO began with racing steering wheels and remains strongly identified with this category. Its early design used a thicker grip intended to improve comfort and control in competition. The company later produced road-car and airbag-compatible steering-wheel applications, including products used on selected Subaru and Mitsubishi performance models. Steering wheels have remained the central expression of the brand’s motorsport heritage.
Automotive aftermarket
Alloy wheels
MOMO’s alloy-wheel business extends its design language from the cockpit to the vehicle exterior. The wheels are positioned for performance-oriented road cars and automotive customization, complementing the company’s steering wheels, tires, and other aftermarket components. Specific current model names and technical specifications are not established by the supplied reference material.
Automotive tires · 2012
Tires
MOMO launched a tire line in Europe in 2012 covering summer, all-season, and winter applications. The range broadened the company’s automotive offering from wheels and cockpit components into a core vehicle-contact product. Distribution expanded to North America in 2017. The supplied reference does not provide model names, production partners, or current technical specifications.
Motorsport equipment
Racing equipment and apparel
The racing range includes seats, helmets, suits, gloves, shoes, and related competition accessories. These products support the brand’s presence in professional and amateur motorsport and are marketed alongside its steering wheels and other performance components. MOMO has supplied racing equipment to series and teams, including official steering wheels, seats, clothing, and accessories for the Speedcar Series.
Gaming peripherals
Logitech MOMO racing controllers
MOMO’s name was used on a Logitech computer racing controller known as the Logitech MOMO. The product extended the brand’s association with driving and racing into simulated motorsport, although it was a peripheral rather than an automotive component.
Lifestyle accessories
MOMO Design lifestyle products
Products associated with MOMO Design have included clothing, watches, eyewear, fragrances, and other accessories. This lifestyle extension uses the brand’s Italian design and motorsport associations beyond vehicle hardware. The supplied material does not clarify the current corporate relationship or product availability for each category.

Controversies

2026
MoMo pledges service improvements based on customer feedback
MobileMoney (MoMo) FinTech Limited pledged to turn feedback raised at its MoMo Cashless Conversations customer forum into practical service improvements. The commitment was reported in connection with the customer forum, where feedback was raised. The company stated that the feedback gathered at the forum would be converted into practical improvements to its services. No further details on specific measures, timelines, or outcomes were provided in the source.
Source

2004Official Champ Car steering-wheel partnership
North America
MOMO served as the official steering-wheel supplier for the Champ Car series from 2004 until 2007.
Outcome. The partnership ended before Champ Car merged with the Indy Racing League; no further commercial outcome is specified in the source.
Source
IMSA WSC prototype sponsorship
United States · International motorsport
MOMO sponsored prototype cars competing in the IMSA WSC series, including the Ferrari 333 SP, reinforcing its association with high-level endurance and sports-prototype racing.
Outcome. The sponsorship increased the brand’s visibility in prototype racing; the supplied source does not quantify commercial results.
Source
Speedcar Series equipment supply
International motorsport
MOMO supplied official steering wheels, racing seats, clothing, and racing accessories to the Speedcar Series.
Outcome. The arrangement positioned MOMO as an equipment supplier to the series; the source provides no audience or sales metrics.
Source
Lira Motorsports sponsorship
United States
MOMO sponsored Lira Motorsports in the ARCA Racing Series and the Camping World Truck Series.
Outcome. The sponsorship supported MOMO’s presence in American stock-car competition; the source does not report specific sporting or commercial outcomes.
Source

Brand decisions

2012
Expansion into seasonal tire categoriesProduct launch
Background
MOMO sought to broaden its automotive portfolio beyond steering wheels, wheels, and racing equipment.
Action taken
The company launched summer, all-season, and winter tires in Europe.
Aftermath
The tire offering later became available in North America from 2017.
Source
2006
Separation of the MOMO brand name from retained manufacturing assetsM&A
Background
Following Breed Technologies’ integration into Key Safety Systems, the brand and operating assets were treated separately.
Action taken
Key Safety Systems sold the MOMO brand name to an Italian private-equity group while retaining most former MOMO plants and technologies.
Aftermath
The transaction left the brand under new ownership while much of the former manufacturing infrastructure remained with Key Safety Systems.
Source
1996
Sale to Breed TechnologiesM&A
Background
Airbag adoption and increasingly stringent automotive safety requirements were changing the steering-wheel market.
Action taken
MOMO was sold to Breed Technologies, a steering-wheel airbag manufacturer.
Aftermath
Breed later became part of the business combination that formed Key Safety Systems in 2003.
Source

Recent events

2026-10-22
MoMo pledges service improvements based on customer feedback[2]MoMo pledges service improvements based on customer feedbackallafrica.com
Reported: 2026-10-22
MobileMoney (MoMo) FinTech Limited pledged to turn feedback raised at its MoMo Cashless Conversations customer forum into practical service improvements.
2021-06-08
Momo appoints Ho Kee Harry Man to its board[3]陌陌任命Ho Kee Harry Man为董事prnewswire.com
Reported: 2021-06-08
Momo's board of directors appointed Ho Kee Harry Man as a new member on June 8, 2021.
2021-06-04
David Ying Zhang resigns from Momo's board[3]陌陌任命Ho Kee Harry Man为董事prnewswire.com
Reported: 2021-06-08
David Ying Zhang resigned from Momo's board of directors for personal reasons, effective June 4, 2021.
2021-01-13
MoMo completes Series D financing round[4]MoMo完成D轮融资en.vietnamplus.vn
Reported: 2021-01-14
MoMo announced that it had completed its Series D financing round in Hanoi on January 13. The report identified Goodwater Capital, Kora Management and Macquarie Capital as new investors, with Goodwater Capital and Warburg Pincus co-leading the round; the deal value was not announced.
2020-10-21
HTC introduces U20 5G in Obsidian Black[5]HTC 推出 U20 5G 曜岩黑新色n.yam.com
Reported: 2020-10-21
HTC introduced the Obsidian Black color variant of the U20 5G in Taiwan. The phone was to be available through HTC stores and online channels, with additional retail channels stocking it in stages.
2020-09-22
MoMo adds Play Lotto functionality[6]MoMo新增彩票功能it-online.co.za
Reported: 2020-09-22
MTN’s MoMo mobile money service added Play Lotto functionality, allowing MoMo users to play South African Lotto games through the app.
2020-09-01
Levi’s and Google announce second-generation Jacquard smart jackets[7]Levi’s 与 Google 宣布推出第二代 Jacquard 智慧丹宁夹克chinatimes.com
Reported: 2020-09-01
Levi’s announced a second-generation smart denim jacket developed with Google; the collection was scheduled for limited release at selected Levi’s stores and the MOMO brand flagship store on September 3.
Unconfirmed
Momo launches Mangsie makeup app[8]陌陌推出仿妆App「芒西」chinaz.com
Momo launched Mangsie, an app intended to help users recreate makeup looks and provide a community for beauty enthusiasts.
2019-11-26
Momo announces third-quarter 2019 financial results[9]陌陌公布2019年第三季度财务业绩prnewswire.com
Reported: 2019-11-26
Momo announced its unaudited third-quarter 2019 financial results, reporting net revenues of RMB4,451.6 million, up 22% year over year, and net income attributable to Momo Inc. of RMB893.9 million.
2019-11-19
momo and Taipei Fubon Bank launch momo credit card[10]momo与台北富邦银行推出momo卡chinatimes.com
Reported: 2019-11-19
momo Fubon Media and Taipei Fubon Bank introduced the momo co-branded credit card, with Mastercard participating in its payment offering.

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