Paddon Rallysport Group

What Paddon Rallysport Group does

Paddon Rallysport Group (PRG) is a New Zealand motorsport company founded in 2006 by professional rally driver Hayden Paddon, headquartered at Highlands Motorsport Park in Cromwell, Central Otago. The company operates three integrated business lines: competitive motorsport operations (running official Hyundai New Zealand motorsport activities and Paddon's FIA World Rally Championship, European Rally Championship, and New Zealand Rally Championship campaigns), exclusive product distribution (sole authorized Winmax Brake Pad distributor in New Zealand since 2013 plus Cusco parts), and engineering services spanning motorsport vehicle development, EV and hydrogen systems, and driver training. PRG serves a customer base ranging from club-level motorsport competitors and performance car enthusiasts to professional rally teams and organizations requiring specialized EV/hydrogen engineering solutions.

The company's product portfolio centers on Winmax Performance Brake Pads, available in 272+ SKUs across seven compounds (W1, W3, W5, W6.5, IP176, WN3A, HD101) suited to street, track day, club racing, and professional applications. Complementary distributed products include BF Racing Brake Fluid (320°C dry boiling point), Cusco differentials and drivetrain components, EVO Corse wheels, and Apture GoPro mounting systems. Engineering services leverage Ansys simulation software and MoTec data acquisition systems. PRG developed the world's first fully electric rally car (the EV Kona Rally car, launched in 2020) and has applied that capability to marine and agriculture electrification projects nationwide, positioning itself as a New Zealand leader in high-performance EV and hydrogen engineering.

Revenue is generated through three primary streams: performance parts retail via the paddonrallysport.co.nz e-commerce storefront supplemented by authorized distributors Palmside and Prime Speedsport, with brake pads priced NZ$186.90 to NZ$1,368.74 +GST per unit; motorsport services including race car servicing, driver training, stage video review, and workshop tours; and engineering contracts including official Hyundai New Zealand motorsport activities. Distribution is exclusively domestic to New Zealand, while competition operations extend internationally through ERC, WRC, and FIA World Rally2 programs in partnership with BRC Racing (Italy) and Pirelli. PRG is privately held with 11–50 employees, no disclosed institutional investors, and no public revenue figures.

Name

Paddon Rallysport Group

Legal name

Paddon Rallysport Limited

Website

https://paddonrallysport.co.nz

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Paddon Rallysport Group is a New Zealand motorsport company founded in 2006, running rally programs, exclusively distributing Winmax brake pads in NZ, and providing EV/hydrogen engineering. It serves motorsport competitors and enthusiasts domestically while competing in WRC and ERC championships.

Ownership category

akta.pro rank

Product category

Motorsport Performance Parts and Services

NAICS

Motor Vehicle Brake System Manufacturing (33634)

SIC

Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Motorsports Teams (F1, NASCAR, IndyCar, Rally, MotoGP, etc.) (MPAKABAB)

akta.pro secondary industries

Powersports Chassis, Suspension, Steering & Braking Systems Manufacturing (IMACAEAK), Hydraulic Brake Systems (Master Cylinders/Calipers/Lines/Boosters) (IMACAIAD)

Keywords

• Motorsport performance parts
• Race brake pads
• Rally car services
• Motorsport engineering
• Electric rally vehicles

Headquarters

HQ city

Dunedin

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Performance Parts Sales: Sale of Winmax brake pads, Cusco parts, and other performance automotive products through e-commerce and distribution channels in New Zealand.
2. Motorsport Services: Servicing and repairs of race, rally and performance cars, engineering technology and motorsport solutions, driver training programs.
3. Official Hyundai NZ Motorsport Activities: Running official Hyundai NZ Motorsport activities and programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Paddon Rallysport Group runs official Hyundai NZ motorsport programs, distributes performance automotive parts (Winmax brake pads as sole NZ distributor, Cusco differentials, EVO Corse wheels, BF Racing brake fluid), and delivers motorsport engineering, customer race car servicing, driver training and EV/Hydrogen engineering solutions. The business is built around the professional rally activities of founder Hayden Paddon and the world's first fully electric rally car launched in 2020.

Product overview

Paddon Rallysport Group is a New Zealand-based motorsport company established in 2006, operating as a unified motorsport team and performance parts distributor. The company operates three main business pillars: (1) Competition racing services including driver training, workshop services, and engineering solutions using Ansys and MoTec software; (2) Distributed performance automotive products including Winmax Performance Brake Pads (the flagship brand they exclusively distribute in NZ), Cusco differentials, EVO Corse wheels, and BF Racing Brake Fluid; and (3) EV/Hydrogen technology development for motorsport applications. The flagship product is the Winmax brake pad range available in 272+ SKUs across compounds W1, W3, W5, W6.5, IP176, WN3A, and HD101, sold alongside complementary products like BF Racing Brake Fluid. Additional distributed brands include Cusco parts/differentials and Apture GoPro systems.

Differentiator

Problem solved

Functional benefit

Products and services

• Winmax Performance Brake Pads Premium performance brake pads for street, race and rally applications distributed exclusively in New Zealand by Paddon Rallysport Group. Available in multiple compounds (W1, W3, W5, W6.5, IP176, WN3A, HD101) across 272+ SKUs to suit different vehicle types and driving conditions.
• BF Racing Brake Fluid High-performance brake fluid with a 320°C dry boiling point and 212°C wet boiling point, used by the Hyundai NZ rally team and sold as an aftermarket consumable.
• Cusco Parts and Differentials Japanese-engineered automotive parts including differentials and drivetrain components handcrafted in Japan and rigorously tested for cornering grip and drivetrain control, distributed in New Zealand by Paddon Rallysport Group.
• EVO Corse Wheels Performance wheels distributed by Paddon Rallysport Group via their NZ e-commerce storefront.
• Apture GoPro System Camera mounting and integration system for GoPro cameras used in motorsport applications, distributed by Paddon Rallysport Group.
• Engineering Solutions Motorsport engineering services including EV rally car development, high-end engineering, and data analysis using Ansys and MoTec software, with applications extended into marine and agriculture EV/Hydrogen projects.
• Customer Racing Services Servicing and repairs of race, rally and performance cars delivered from the Cromwell workshop for customer race teams.
• Driver Training Professional driver training programs including stage video review packages for rally and performance drivers.
• Workshop Tour Guided tours of the Paddon Rallysport Group workshop facility at Highlands Motorsport Park.
• Merchandise and Memorabilia Branded Paddon Rallysport merchandise and memorabilia including the 2024 Hayden Paddon Polo Pack.

Quantifiable outcome

• Won 2023 FIA European Rally Championship (ERC) title on first attempt
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• BRC RacingcoreStrategic or Co-development Partner · 1 January 2024Northern Italian team partnering with PRG for ERC campaigns. BRC Racing provides technical support and race operations for Paddon's European Rally Championship efforts alongside Hyundai Motorsport and Hyundai New Zealand.
• Winmax JapancoreChannel Partner/ Reseller/ Distributor · 1 January 2013Sole authorized Winmax Brake Pad distributor in New Zealand. Working directly with Winmax Japan factory since 2013, supplying high-quality performance car brakes, race car brakes and rally car brake pads at competitive pricing. Hayden first started working with Winmax in 2013 during his European campaigns and has been involved in compound development.
• Hyundai New ZealandcoreStrategic or Co-development PartnerPRG runs official Hyundai NZ Motorsport activities including the rally programs with Hyundai i20 N Rally2 car. Long-term partnership supporting Paddon's international rallying career and NZ motorsport development.
• Cusco JapancoreChannel Partner/ Reseller/ DistributorOfficial Cusco distributors in New Zealand. Cusco products are handcrafted in Japan and rigorously tested for cornering grip and drivetrain control, adding to PRG's quality product offerings from their Cromwell base.
• PirellicoreTechnology or IntegrationTyre supplier for Paddon's ERC and WRC campaigns. Pirelli has played a significant role in Paddon's career since 2010, providing competitive tyres across multiple championships.
• PalmsideminorChannel Partner/ Reseller/ DistributorAuthorized distributor of Winmax brake pads in New Zealand alongside Prime Speedsport.
• Prime SpeedsportminorChannel Partner/ Reseller/ DistributorAuthorized distributor of Winmax brake pads in New Zealand alongside Palmside.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Brembo: Global brake system manufacturer supplying motorsport and premium road-car applications. Comparable as a competitor in the high-performance brake pad and system category that PRG distributes, though at vastly larger scale and with manufacturing rather than distribution focus.
• Hawk Performance: US-based manufacturer of motorsport and performance brake pads distributed globally through dealer networks. Comparable to PRG's Winmax distribution business in product category, compound-tier structure, and target customer segments (club racers, track-day enthusiasts).
• AP Racing: UK-based specialist manufacturer of motorsport brake and clutch systems. Comparable as a performance-brake competitor whose products overlap with Winmax's target applications and whose customer base includes rally, circuit, and OEM motorsport teams similar to PRG's.
• EBC Brakes: Global performance and motorsport brake pad manufacturer with extensive distributor networks. Comparable to PRG as a brake pad specialist competing for the same enthusiast and club-racer customer base across multiple compounds.
• Hyundai Motorsport: Factory WRC and rally team operationally linked to PRG through the Hyundai i20 N Rally2 program. Comparable as a motorsport team running customer racing services, though at substantially larger scale and with broader brand and engineering portfolio.
• Oreca: French motorsport company running customer endurance and rally programs plus parts distribution. Comparable in combining customer racing services, performance parts, and engineering across multiple motorsport disciplines.

Emerging players

• Mountune: Performance parts and engineering brand closely tied to motorsport heritage, distributing upgrade components and offering professional services. Comparable to PRG in combining parts distribution with engineering services for enthusiast and racing customers.
• Riley Technologies: US-based motorsport engineering firm providing race car development, simulation, and customer racing services. Comparable to PRG's engineering services and customer-racing offerings at a similar mid-market scale.

Direct peers

• Prodrive: UK-based motorsport engineering company operating customer racing programs and advanced engineering services across automotive and adjacent sectors. Directly comparable to PRG's combination of motorsport services and engineering IP development.
• M-Sport: UK-based privately held rally team that runs Ford-affiliated WRC and customer Rally2 programs and also sells performance parts/services. Directly comparable in business model to PRG: racing team + customer program + parts distribution + engineering services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/HaydenPaddon
• YouTubeyoutube.com/user/PaddonTeamGreen
• Facebookfacebook.com/paddonracinggroup
• Instagraminstagram.com/haydenpaddon

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds5 records

Investors1 record

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 Paddon Rallysport Group