Unplugged Performance

What Unplugged Performance does

Unplugged Performance is a privately held American automotive aftermarket company founded in 2013 and headquartered in Hawthorne, California, that exclusively designs, manufactures, and sells premium performance upgrades for Tesla vehicles (Model S, 3, X, Y, and Cybertruck). The company originated when Tesla approached Ben Schaffer's Japanese tuning firm Bulletproof Automotive to modify its vehicles, and has since positioned itself as the world leader in Tesla-specific performance parts with a motorsport-to-street product pipeline validated through Pikes Peak competition and EV lap records at Tsukuba Circuit, Buttonwillow Raceway, and Laguna Seca. Its product portfolio spans forged and flow-formed wheels (UP-03, UP-RW, CYBRHEX/CYBRNOVA/CYBRDISC series), multi-tier coilover suspension systems (including an Öhlins collaboration at $14,995), carbon ceramic and iron big brake kits, prepreg dry carbon fiber aerodynamic components, drivetrain upgrades (LSD, drive unit oil cooler), interior modifications (Alcantara, racing seats), and the UP INVINCIBLE heavy-duty armor line for Cybertruck.

The company operates a direct-to-consumer e-commerce model with global shipping, complemented by professional installation services at two company-owned California facilities in Hawthorne (near Tesla's Design Studio) and Fremont (near the Tesla Factory), supported by a worldwide authorized installer network. Revenue is generated primarily through one-time premium parts sales with per-unit pricing ranging from approximately $200 (brake lines, lowering springs) to $14,995 (Öhlins coilovers), plus professional services revenue from installation, detailing, XPEL paint protection, vinyl wrapping, and collision repair. Key customer segments include Tesla enthusiasts across all models, track and motorsport participants, and Cybertruck owners seeking off-road capability upgrades. Strategic collaborations with Koenigsegg, Öhlins, BBS, PFC Brakes, Willans, von Holzhausen, and professional driver Randy Pobst, along with wholly-owned sub-brands UP.Fit (commercial upfitting), TeslaCorsa (track day events), and BPAS (detailing), extend the company's reach into adjacent verticals and recurring engagement surfaces.

Name

Unplugged Performance

Legal name

Unplugged Performance Inc.

Website

https://unpluggedperformance.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Aftermarket Automotive Performance Parts

NAICS

Motor Vehicle Parts Manufacturing (3363), Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (33633), Motor Vehicle Transmission and Power Train Parts Manufacturing (33635), Automotive Parts and Accessories Retailers (441330)

SIC

Motor Vehicle Parts & Accessories (3714), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Aftermarket Performance & Tuning Products Manufacturing (Intakes/Turbos/ECU Tuners/Superchargers) (IMACANAN)

akta.pro secondary industries

Aftermarket Suspension & Steering Components Manufacturing (Shocks/Struts/Bushings/Tie Rods) (IMACANAC), Aftermarket Exterior Accessories Manufacturing (Body Kits/Grilles/Bumpers/Racks/Tow Hooks) (IMACANAI), Performance, racing & tuning parts distribution (CRAOANAH)

Keywords

• Aftermarket automotive parts
• Tesla performance upgrades
• Forged wheels manufacturing
• Vehicle suspension systems
• Track performance parts

Headquarters

HQ city

Hawthorne

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Aftermarket Parts Sales: Primary revenue from selling premium aftermarket performance parts for Tesla vehicles including wheels, suspension, brakes, aero components, and accessories. Products are sold directly through e-commerce with global shipping.
2. Professional Installation Services: Installation services offered at company-owned facilities in Hawthorne and Fremont, California. Services include wheel and tire mounting, brake upgrades, suspension installation, alignment, and custom work.
3. Custom Services and Detailing: Additional services including vinyl wrapping, custom graphics, XPEL paint protection film, window tinting, ceramic coatings, premium detailing, and collision repair services.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Unplugged Performance designs, engineers, manufactures, and sells premium aftermarket performance parts exclusively for Tesla vehicles (Model S, 3, X, Y, and Cybertruck). Its catalog spans forged and flow-formed wheels, coilover suspension systems, carbon ceramic brake kits, carbon fiber aerodynamic components, drivetrain upgrades, and interior/safety accessories, complemented by professional installation services at company-owned facilities in Hawthorne and Fremont, California, and a global authorized installer network.

Product overview

Unplugged Performance is the world's leading premium aftermarket performance parts manufacturer for Tesla vehicles, offering a comprehensive portfolio of performance upgrades across multiple product categories. The core product lines include: (1) UP Forged Wheels product line featuring UP-03, UP-03 Beadlock, UP-04, UP-05, UP-RW Road Warrior, UP-RW Road Warrior FF (flow form), UP CYBRHEX, UP CYBRNOVA, UP CYBRSPOKE, and UP.FIT PD wheels for Model S, 3, X, Y, and Cybertruck; (2) Suspension systems including Sport Pro, Race Pro, Luxury Pro, and Dirt & Snow Pro coilovers, Ohlins collaboration TTX 4-way coilovers, adjustable sway bars, billet control arms, and multi-tier suspension packages (Stage 1-4 RS); (3) Brake systems featuring Superlight Carbon Ceramic BBK, Iron 6-Piston BBK (UP x PFC collaboration), rear carbon ceramic kits, and complete brake packages (Stages 1-4); (4) Aero products including Ascension-R carbon fiber wings and full carbon fiber aero kits for Model 3 Performance and Model S; (5) UP INVINCIBLE sub-brand for Cybertruck offering HD bumpers, protection kits, and Expedition Packages; (6) Interior upgrades including Alcantara headliners, racing bucket seats, and carbon fiber trim; (7) UP.Fit commercial/fleet upfitting and TeslaCorsa track day events. Professional installation is available at company-owned locations in Hawthorne, CA and Fremont, CA. The company was founded and incubated by the team behind Bulletproof Automotive.

Differentiator

Problem solved

Functional benefit

Brands

• UP.Fit: Complete upfitting solutions for Tesla vehicles
• TeslaCorsa
• UP.Forged
• UP INVINCIBLE
• Ascension-RR
• Red Rocket

Products and services

• UP-03 Forged Wheels Lightweight aerospace-grade forged aluminum wheels designed specifically for Tesla Model S, 3, X, Y, and Cybertruck. Available in multiple sizes and finishes with knurled barrels to reduce tire slip.
• UP-03 Beadlock HD Forged Wheels The only true dual-mode beadlock wheel engineered specifically for Tesla Cybertruck. Available in 18x9 and 20x9 sizes with Hide Ring for street-legal daily driving or functional beadlock ring for off-road low-PSI performance.
• UP-RW Road Warrior Wheels Forged wheels designed for range efficiency and durability, compatible with all Tesla models including Model S, Model X, Model 3, Model Y, and Cybertruck.
• UP-RW Road Warrior FF (Flow Form) Wheels First flow-formed aftermarket wheel engineered for aerodynamic efficiency and durability for Tesla Model S, 3, X, and Y. Priced at $1,835 per set of four with 2095+ lb load rating, lifetime structural warranty, and independently verified 12.3% reduction in aerodynamic drag vs. Tesla factory Performance wheels.
• UP CYBRHEX Forged Wheels Forged wheels for Tesla Cybertruck available in 22-inch and 24-inch sizes featuring a hexagon design with multiple offset options for an aggressive stance.
• UP CYBRNOVA Forged Wheels 24-inch forged wheels for Tesla Cybertruck weighing 45 lbs (20.41 kg).
• UP Race Pro Coilovers Race-spec coilovers with height and damping adjustability, monotube architecture, high-flow pistons, low-friction seals, and progressive bump stops, race-valved with Swift linear springs for repeatable grip and clear feedback.
• UP x Öhlins Nürburgring SPL TTX 4-Way Coilover Set Premium collaboration coilover set co-developed with Öhlins featuring 4-way damping adjustment for Tesla Model 3 and Model Y, priced at $14,995.
• Tesla Model 3 Stage 3 RS Suspension Performance Package Complete chassis package for Tesla Model 3 featuring UP Race Pro coilovers with Swift springs, Street and Track sway bars, adjustable end links, and full suite of billet arms for alignment control. Priced at $8,837-$9,107.
• Adjustable Front & Rear Sway Bar Set (UP x Randy Pobst) Adjustable sway bars for Tesla Model 3 and Model Y co-developed with professional driver Randy Pobst. Three adjustment points per bar designed to cut body roll and maintain chassis balance.
• Superlight Carbon Ceramic Front Big Brake Kit (BBK) Top-tier carbon ceramic brake upgrade featuring 15.5-inch Italian carbon ceramic rotors with red six-piston monoblock forged calipers. Reduces unsprung mass, improves heat handling, and maintains pedal stability during extended track sessions.
• Iron 6-Piston Front Big Brake Kit (UP x PFC) Iron-based big brake kit co-developed with PFC Brakes featuring 6-piston front calipers for Tesla Model 3 and Model Y, priced at $4,395-$4,595.
• Stage 4 Complete Carbon Ceramic Brake System Top-tier complete carbon ceramic brake system pairing Superlight Carbon Ceramic Front BBK with matching Carbon Ceramic Rear BBK and stainless braided lines for Tesla Model 3. Features 15.5-inch front and 15-inch rear carbon ceramic rotors.
• Carbon Fiber Aero Kit (Model 3 Performance) Complete motorsport-grade carbon fiber aero kit for 2024+ Tesla Model 3 Performance constructed from prepreg dry carbon fiber with Kevlar reinforcement cured in an autoclave. Generates 426 lbs of additional downforce at speed while increasing drag by only 1.93%.
• Ascension-RR Rear Carbon Fiber Wing High-performance rear carbon fiber wing for Tesla Model S and Model 3, priced at $2,495.
• UP INVINCIBLE Product Line for Cybertruck Aftermarket customization program for Tesla Cybertruck offering bolt-on upgrades including HD front/rear bumpers, protection kits, Expedition Package, wheel packages, and three suspension tiers starting at $900. Designed for off-road capability, durability, and aggressive appearance.
• Tesla Cybertruck HD Front Bumper (UP INVINCIBLE) Heavy-duty steel front bumper for Tesla Cybertruck from the UP INVINCIBLE product line, priced at $3,495-$3,995.
• Limited Slip Differential (LSD) Limited slip differential for front and rear of Tesla Model 3 and Model Y, priced at $2,595.
• UP x Willans FIA 2025 Racing Harness FIA 2025 certified racing harness co-developed with Willans for Tesla vehicles, priced from $495-$525.
• Ascension-R Racing Bucket Seat Package Racing bucket seat package for Tesla Model 3, priced from $1,695 to $2,795.
• Professional Installation Services Professional installation and customization services at company-owned Hawthorne and Fremont, California facilities, including wheel/tire mounting, brake upgrades, suspension installation, alignment, paint protection film (XPEL), window tinting, vinyl wrapping, ceramic coatings, and collision repair.
• UP.Fit Commercial & Fleet Upfitting Wholly-owned subsidiary providing complete upfitting solutions for Tesla vehicles, including specialized commercial and fleet modification services such as police-rated high-strength wheels and fleet packages.
• TeslaCorsa Trackday Events Wholly-owned subsidiary event brand operating the first-ever Tesla dedicated trackday events, providing curated track day experiences for Tesla owners.

Quantifiable outcome

• 12.3% reduction in aerodynamic drag compared to Tesla's factory Performance wheels (UP-RW FF flow-formed wheels)
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Nine partnerships are on record, tiered foundational, notable, product, service and premium.

• Tesla MotorsfoundationalStrategic or Co-development PartnerTesla approached Bulletproof Automotive (Unplugged Performance's parent company) in 2013 to modify their vehicles, leading to Unplugged Performance's founding. However, Unplugged Performance explicitly states it has 'no formal Tesla affiliation' and is an independent aftermarket company. Tesla trademarks and IP remain property of Tesla Motors Inc.
• KoenigseggnotableStrategic or Co-development PartnerCollaboration on trunk lid spoilers for Tesla Model S and Model X. Koenigsegg's supercar engineering expertise applied to Tesla aftermarket components.
• BBS (BBS Floy)productTechnology or IntegrationCollaboration on wheel products. Featured products include 'UP x BBS Floy Flugplatz' wheel configurations.
• Randy PobstnotableStrategic or Co-development PartnerLegendary professional driver co-developed the adjustable sway bar system for Tesla Model 3 and Model Y. Sway bars helped set lap records, outpacing a McLaren F1 at Tsukuba Circuit.
• XPELserviceImplementation/ SI/ Consulting PartnerCertified installer partnership for XPEL paint protection film (PPF) and window tinting products. Unplugged Performance exclusively uses XPEL's premium PPF and PRIME XR PLUS window films at their service locations.
• ÖhlinsproductStrategic or Co-development PartnerCollaboration on UP x Öhlins Nürburging SPL TTX 4-Way Coilover Set for Tesla Model 3 and Model Y. Motorsport-grade suspension technology.
• WillansproductTechnology or IntegrationPartnership on FIA 2025 Racing Harnesses designed for Tesla vehicles.
• von HolzhausenpremiumStrategic or Co-development PartnerExclusive luxury bespoke interior partnership. von Holzhausen creates custom interiors for Tesla vehicles including the APEX build for Joe Rogan.
• PFC Brakes (PFC)productTechnology or IntegrationCollaboration on Iron 6-Piston Front Big Brake Kit for Tesla Model 3 and Model Y. PFC provides brake caliper technology.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• 1016 Industries: Tesla aftermarket carbon fiber body kit and aero specialist, comparable in product mix (carbon aero, wheels) and premium price positioning across Tesla platforms.
• T Sportline: Long-standing Tesla aftermarket tuner offering wheels, carbon aero, and interior upgrades across Model S/3/X/Y. Closest historical direct competitor to Unplugged Performance with overlapping catalog and similar premium positioning.
• EV Tuning (RPM Tesla): Tesla aftermarket shop offering wheels, suspension, and cosmetic upgrades; competes in similar product categories with a slightly broader and more price-flexible positioning than Unplugged Performance.
• Mountain Pass Performance: Tesla-focused aftermarket performance parts maker specializing in Model 3/Y suspension, brakes, and chassis components; most direct comparable in product line and Tesla-only focus, though smaller and without Unplugged's motorsport pedigree.
• Abstract Ocean: Tesla aftermarket specialist known for premium forged wheels (VS5, RST) and accessory lines, serving Model 3/Y owners. Directly comparable in EV-only wheel/accessory focus and premium-direct-to-consumer model.

Broad incumbents

• Brembo: Global braking systems giant producing carbon ceramic and big brake kits used across OEMs and aftermarket. Comparable in brake technology tier (Unplugged uses similar 6-piston/carbon ceramic architectures), though Brembo is an OEM-tier supplier across all vehicle segments.
• HRE Performance Wheels: Premium forged wheel manufacturer serving a wide range of performance and luxury vehicles including Tesla. Comparable wheel engineering (forged, flow-formed) and pricing tier, but platform-agnostic with much broader distribution.
• BBS Wheels: Premium forged wheel manufacturer partnering with Unplugged Performance (UP x BBS Floy). Comparable in forged wheel engineering and motorsport pedigree, but platform-agnostic with much larger global scale and OEM relationships.
• Öhlins Racing: Premium automotive suspension manufacturer and Unplugged Performance co-development partner (Nürburgring SPL TTX coilover set). Comparable in high-end suspension technology and motorsport-grade products, but operates across all vehicle platforms globally.

Others

• Koenigsegg Advanced Engineering: Swedish hypercar manufacturer collaborating with Unplugged on Tesla carbon aero (trunk lid spoilers). Comparable as a co-development engineering partner bringing supercar-level carbon fiber expertise, though operates in a fundamentally different market segment.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/UnpluggedTesla
• YouTubeyoutube.com/channel/UCdd7svG_0HtwiFK06CRhnKg
• Facebookfacebook.com/unpluggedperformance
• Instagraminstagram.com/unpluggedperformance

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Unplugged Performance