focused on your driving safety since 2003

About us

A bit about our values

At Cheetah we believe in looking after our customers, and making sure that you have the best driving safety system the industry has to offer.

We started as a family business in 2003 and offer a complete service that combines expertise with the latest industry innovations. We built up our reputation through word of mouth and pride ourselves on trying to exceed expectations.

It’s important to us to deliver an efficient and helpful service that will cover your global driving safety needs, whether it’s making sure you have all the latest updates, sending out a new product or answering your queries. And as one of the longest running companies in the industry, we want you to know you can rely on us.

A bit about our history

Early days 2003 to 2006

In March 2003 we launched our first product, the Radar mirror. This was a unique design of radar and laser detector that clipped over the rear view mirror. After the success of this we created the GPSmirror in 2005 which was in response to technological advances in GPS speed camera location. In 2006 we developed the VizAlertwhich offered motorcyclists the ability to see radar and laser alerts through a wireless heads up display mounted in rider’s line of sight. Both the GPSmirror and VizAlert could display radar and laser alerts from our own detectors and also other manufacturer’s units (such as Escort, Beltronics and Valentine One).

Developing our business 2007 to 2014

In 2007 we launched the C100 which catered to our customers’ returning desire for a dash mounted device. The C100 retained all the connectivity of our previous products. In 2009 we launched our first dedicated GPS unit, the C50. This went on to be awarded ‘Recommended 2012′, ‘Commended 2013′ and ‘Best buy of 2014′ by Auto Express magazine. Our main focus during this time was gathering customer feedback and building our Trinity database to increase our global coverage, as well as cementing partnerships with our international distributors and data companies.

New innovations in 2015

In February of 2015 we launched the C150 – this was a product designed to demonstrate the benefits of our enhanced data collection methods and our Trinity 2.0 database. We continued developing our data collection and channelled all our product feedback and feature requests to create our most tailored, compact and innovative device, the C550, which fully showcases our Trinity 3.0 database and launched in September 2015.

Moving forward

So what do we see happening in 2017? We’re excited to let you know that we’re currently developing a new app called TagAcam. It is the first community based mobile camera app that can be successfully used “hands free” on a bike or in the car to instantly share live mobile enforcement sites. TagAcam also allows members to verify speed and red light cameras within our Trinity 3.0 database, for the most up to date system available.

A bit about the team

Stuart Smith

Co-founder and CEO

I’ve been responsible for the strategy and development of Cheetah for over 12 years. I studied Engineering before switching to Mathematics at Stirling University, graduating in 1998. I then trained as an actuary in both London and Stirling where I gained valuable work experience, however it made me realise that I wanted to use my skills to launch a company that created products that I wanted to use.I’ve focused on building a company that prides itself on not only developing great products, but building excellent relationships with both distributors and customers. I continually look forward to growing our business and continuing to develop innovative, reliable product solutions that meet our customers driving safety needs. Although I love driving (with the C550 of course), I enjoy training for Ironman triathlons when I am afforded the time.  This is somewhat hard to find with the birth of my two children in the past 3 years!

Susan Knight

Operations manager

I look after the overall operating strategy and implementation to ensure the smooth running of the day to day business. I studied Politics at Glasgow University and graduated in 1997. Right after I graduated I started work in Pizza Express where I was the Senior Operations Manager and was responsible for 40 restaurants. I moved on to Costa Coffee in 2008 where I consolidated this knowledge as a Retail Development Manager and really enjoyed developing people within the business. I feel the experience of running the operations of two large businesses means I can make sure Cheetah operates to its full potential.I think the Cheetah C550 takes the stress out of driving and wish I’d had the benefit of it when I was driving around the UK with my previous jobs. When I’m not working I love trying new experiences – my most recent being a mile long zip line over a disused Welsh slate mine. I’m also keen on exercise, though yoga is more my speed!

Susan Thompson

Marketing manager

My job is to design and develop Marketing strategies for the business. My background is in Communications and Marketing and I worked at Standard Life for 10 years in a number of areas across the business, at the same time as sitting my Chartered Institute of Marketing exams. Latterly I developed and implemented a communications strategy for 1.5 million shareholders in the UK, Germany and Canada. I then took a couple of years out when I had my family and moved to New York. I recently worked at a Property Company where I focused on improving the products and services as well as expanding the Company.I really enjoy working in Cheetah and think that it’s an exciting time to be marketing the ground breaking products (more of that to come in 2017!) we offer. To relax I love a good book, but have recently taken up cycling with my family…first time on a bike in 25 years!

Cheetah Advanced Technologies Ltd is a Limited Company registered in Scotland (registration number SC187332).
VAT number GB 716 9661 06.