San Diego Business Journal

Directed Turns 30

By Brad Graves Monday, September 24, 2012

Directed, the electronics maker famous for the Viper car alarm, marked its 30th anniversary recently at its Vista plant. Darrell and Katharine Issa, the company’s founders and former owners, attended the ceremony along with Vista Mayor Judy Ritter.

Directed, a unit of DEI Holdings Inc., bills itself as the largest North American designer of consumer-branded vehicle security and remote start systems. It sells its products under the Viper, Clifford, Python and Autostart brand names.

The company has 180 employees in Vista and 400 worldwide. Jim Minarik is CEO of the company. Its president is Mike Simmons.

The Issas founded the company in Cleveland in 1982. Directed moved to Southern California in 1986.

Issa is now a congressman representing California’s 49th District, which covers coastal cities in San Diego County and a portion of Southern Orange County. Issa, a Republican, faces Democrat Jerry Tetalman in the November election. Tetalman has worked in nursing, real estate and property management.