Coverado started with one car and one annoyed driver. Wayne Tseng, our founder, wasn't trying to build a seat cover company. He was trying to stop his own leather seats from falling apart.
A nightly basketball run and a seat that didn't survive it
Wayne plays basketball, and for a long stretch he drove to the court near his home almost every night, then drove back soaked. Sweat dries, and on a leather seat it leaves two things behind: a sour smell he couldn't stand, and slow damage to the leather itself. The car was only about a year old when he noticed the seats already looked worn.
He went looking for a cover and didn't like what he found. Most of what was on sale looked cheap, used thin material and came with a plastic smell the moment you opened the bag. "I founded Coverado because I wanted to prolong the life of my car while making my seats both more beautiful and comfortable," is how he put it later.
The first cover was made by hand
So he asked a friend for help. Joyce's father is a traditional craftsman, and Wayne asked them to make a cover just for his car. He had two conditions: the materials had to be environmentally friendly with no chemical smell, and the result had to look good. He was firm about the second one.
It took about two months of designing and adjusting. Joyce also added something Wayne hadn't asked for. He had once hurt his lower back in a game, so she built a lumbar support panel into the backrest to give it a little extra protection.
Coverado SCU046 · $119.98-179.99 · Front Pair / Full Set
The lumbar panel Joyce added to that first cover is still part of the line. The SCU046 has a shaped lumbar section built into the backrest, so the support is there every time you sit down.
From a $1,000 one-off to a cover that fits most cars
Friends saw the cover and wanted one for their own cars. The problem was cost. Hand-tailoring each cover in environmentally friendly material pushed the price past US$1,000, which nobody was going to pay for a seat cover.
Wayne's answer was to study fit instead of tailoring every car. He analyzed the seats of more than 500 models from 38 makes and worked out a pattern in a stretchy leather-look material that could be produced at scale. By the team's own measure it fits about 93% of the car models on the market, and that's what made a reasonable price possible. It's the root of our universal-fit range; vehicle-specific sets for pickups and popular models like the F-150, Ram, Tundra and Corolla came later.
Why it's called Coverado
Wayne and Joyce started selling online together. In 2019 their first overseas orders came in from Colorado, and that's where the name comes from: "cover" plus "Colorado". The idea behind it hasn't changed since. Every car is a friend, and it deserves a good-looking cover made from materials that don't stink up the cabin.
What we make today
The range has grown well past that first cover. There are universal-fit sets for most cars, custom-fit sets for specific trucks and SUVs, and accessories that came out of the same seat-comfort problem: lumbar cushions, ventilated cooling cushions and heated seat pads. In November 2024 we took the line to the SEMA Show in Las Vegas, so people could see the covers and try them on seats in person.
On materials, we'd rather be plain than clever. What we call nappa leather is not genuine leather. It's a coated material made of 60% PVC, 30% cotton and 10% non-woven backing, about 0.8 mm thick before the foam layer goes on. Every material we use is broken down on the Our Material page.
Where Coverado is based
Coverado is run from Hong Kong, and orders ship from our warehouse in the United States. To find covers for your car, enter its make, model and year on the site, and if something doesn't work out, returns are covered by our 30-day return policy.
FAQ
Who founded Coverado?
Wayne Tseng founded Coverado and runs it as CEO. He started it with his friend Joyce after the two of them made a seat cover for his own car.
Why is the brand called Coverado?
The first batch of overseas orders came from Colorado in 2019, so Wayne and Joyce combined "cover" and "Colorado" into Coverado.
Where is Coverado based?
Coverado is run from Hong Kong, and orders ship from our warehouse in the United States.
Is Coverado nappa leather real leather?
No. It's a leather-look material made of 60% PVC, 30% cotton and 10% non-woven backing, designed to feel close to genuine leather. The full breakdown is on our Our Material page.