Performance Auto

What Performance Auto does

Performance Auto is a privately held direct-to-consumer e-commerce retailer specializing in racing and performance automotive parts, headquartered in Fargo, North Dakota. The company operates shopperformanceauto.com as its sole sales channel, offering over 4,875 SKUs aggregated from more than 100 racing-focused manufacturers including Lucas Oil Products, Longacre Racing Products, Allstar Performance, Schaeffer Oil, Edelbrock, Holley, Wilwood, MSD Ignition, and Aero Race Wheels. Its catalog spans Air and Fuel, Brakes, Chassis, Engine, Exhaust, Suspension, Tools, Transmission, and Wheels/Tires categories, serving amateur and professional racing teams and hobbyist racers across Late Models, INEX Legends Cars, Sprint Cars, and Go Karts. Founded in 1981 by Margaret Harris, the company currently operates with 1-10 employees and provides phone-based order support at 1-800-373-4641.

The underlying technology is a standard e-commerce retail platform with integrated inventory management, supporting category browsing by part type and brand, search by part number or keyword, account registration, order tracking, and a shopping cart flow. Distribution is exclusively direct through the company's own storefront, with $11.99 flat-rate shipping within the Spee-Dee shipping area and tiered freight arrangements for oversize items such as transmissions. Marketing is conducted organically across Facebook, Twitter/X, Instagram, YouTube, LinkedIn, and a Spotify motorsports podcast, all aimed at the grassroots racing community.

Revenue is generated entirely through one-time retail transactions on individual SKUs priced from $0.50 (lug nuts) to $1,899.99 (transmissions), with most items priced between $10 and $500. The company accepts PayPal in addition to standard payment methods. No revenue figure has been publicly disclosed, there are no observed funding rounds, and there is no evidence of venture capital, private equity, or institutional investment; the firm operates as an independent, bootstrapped retailer.

Name

Performance Auto

Legal name

Performance Auto

Website

https://shopperformanceauto.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

1–10 employees

Short description

Performance Auto is a private direct-to-consumer e-commerce retailer based in Fargo, ND, selling over 4,875 racing and performance auto parts from 100+ brands to amateur and professional racing teams across Late Models, Legend Cars, Sprint Cars, and Go Kart disciplines.

Ownership category

akta.pro rank

Product category

Racing & Performance Auto Parts Retail

NAICS

Automotive Parts and Accessories Retailers (44133)

SIC

Retail-Auto & Home Supply Stores (5531)

akta.pro primary industry

Motorsports & Powersports Gear & Accessories Retail (CRAMABAN)

akta.pro secondary industry

Automotive Parts & Accessories Online Retailers (CRAFADAK)

Keywords

• Racing auto parts
• Motorsports components
• Performance automotive
• Grassroots racing supplies
• Specialty auto e-commerce

Headquarters

HQ city

Fargo

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Direct Product Sales: Performance Auto generates revenue through direct e-commerce sales of automotive racing parts and performance components. The company sells products at published retail prices with per-item transactions. Additional revenue comes from flat-rate shipping fees ($11.99 within Spee-Dee shipping area).

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Performance Auto operates an online retail store specializing in racing and performance automotive parts. The catalog spans more than 4,875 SKUs across 100+ racing-focused brands and is organized by racing discipline (Late Models, Legend Cars, Sprint Cars, Go Karts) and component category (engines, suspension, brakes, fluids, tools, safety gear, apparel). Orders are placed via the website with flat-rate shipping at $11.99 and PayPal payment processing.

Product overview

Performance Auto is an e-commerce platform for racing and performance automotive parts, specializing in late model, sprint car, kart racing, and INEX Legends car components. The platform offers over 4,875 products across diverse categories including engines, suspension, brakes, drivetrain, fluids, and specialized tools. Featured brands include Longacre Racing Products for alignment and tuning equipment, Lucas Oil Products for fluids and additives, and various racing component manufacturers. The store features product categories spanning Air and Fuel, Brakes, Chassis, Engine, Exhaust, Suspension, Tools, Transmission, and Wheels/Tires, serving the racing community with parts for multiple racing disciplines.

Differentiator

Problem solved

Functional benefit

Brands

• Rocket XR1: A product category/specialty racing line featured on the website.

Products and services

• Performance Auto Online Racing Parts Store Direct-to-consumer online retail storefront offering 4,875+ SKUs of racing and performance automotive parts across more than 100 brands, organized by racing discipline (Late Models, Legend Cars, Sprint Cars, Go Karts) and component category. Targeted at hobbyist and grassroots racers in the U.S.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Summit Racing Equipment: The largest US racing and performance parts retailer, selling very similar SKUs across Late Models, drag racing, and circle track disciplines. Direct overlap in customer base (hobbyist racers and professional teams) and product categories (engines, suspension, brakes, fluids).
• Speedway Motors: Long-established racing parts retailer specializing in oval-track, hot rod, and street rod components. Directly competes with Performance Auto in chassis, suspension, and engine parts for similar racing enthusiasts.
• Jegs: Major online racing and performance auto parts retailer carrying many of the same brands (Holley, MSD, Edelbrock). Competes head-on in the same short-track and circle-track racing customer segment.
• Holley Performance Products: Manufacturer and DTC retailer of performance automotive parts whose products Performance Auto resells. Operates its own e-commerce storefront competing for the same racing parts demand and overlapping brand portfolio.
• RockAuto: Online-only auto parts retailer with deep catalog spanning maintenance and performance parts. While broader than Performance Auto, it competes directly in online convenience and price for many overlapping SKUs.

Broad incumbents

• AutoZone: National auto parts retailer with both store and online presence serving DIY and professional customers. Overlaps with Performance Auto on maintenance SKUs (fluids, brakes, batteries) but does not specialize in racing-specific parts.
• O'Reilly Auto Parts: Large US auto parts chain with strong DIY and professional service customer base. Carries general automotive parts overlapping with Performance Auto's catalog but lacks racing-specific specialization.
• NAPA Auto Parts: National auto parts distribution and retail network serving both consumer and professional mechanics. Competes on general auto parts but does not match Performance Auto's motorsports specialization.
• Advance Auto Parts: Major US aftermarket auto parts retailer with omnichannel presence. Overlaps with general automotive categories but lacks the motorsports-specific depth that defines Performance Auto's niche.

Emerging players

• Karl Performance (Karl Kustoms / Circle Track): Smaller specialty retailer and content publisher focused on circle-track and short-track racing parts. Comparable to Performance Auto in its niche discipline focus and customer profile, though with a more limited brand portfolio.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/performanc_auto
• YouTubeyoutube.com/channel/UCw_aPgAMuo4gyM8VtetM3hw
• Facebookfacebook.com/performanceautofargo
• LinkedInlinkedin.com/company/shopperformanceauto
• Instagraminstagram.com/performance__auto

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Performance Auto