What Vivid Racing does

Vivid Racing, operated through its legal entity Vivid Distributing LLC, is a US-based e-commerce retailer of aftermarket automotive performance parts and accessories. Founded in 2001 and headquartered in Gilbert, Arizona, the company runs vividracing.com as its primary sales channel, offering a catalog of millions of SKUs from thousands of third-party brands organized by vehicle year, make, model, and trim. The platform covers more than 25 product categories — including air intakes, brakes, body/aero components, driveline, ECU tuning, electronics, engine parts, exhaust systems, exterior, fuel components, gauges, interior, lighting, OEM parts, suspension, turbo/superchargers, tires, wheels, tools, and racing gear — and supports vehicles from model year 1900 through 2027 across domestic and import makes. Customer service and sales support operate out of Arizona on MST business hours (Monday–Friday, 8 AM–5 PM).

The underlying technology is a vehicle-specific e-commerce retail platform that pairs granular catalog navigation with interactive merchandising tools such as a wheel visualizer, wishlist functionality, and order tracking. Vivid Racing complements its third-party catalog with four proprietary private-label sub-brands under VR Products: VR Forged (forged wheels), VR Performance (general performance parts), VR Aero (aerodynamic body components), and VR Tuned (engine calibration products). Marketing is driven by a content engine comprising blog articles (tuning guides, vehicle builds, product reviews, installation content), an email newsletter, promotional coupons, and clearance deals, supplemented by SEO optimization of category and vehicle-fitment pages.

The business operates a dual-channel go-to-market: a direct-to-consumer storefront targeting individual automotive enthusiasts, DIY modifiers, and hobbyists, and a separate authenticated wholesale portal serving B2B buyers such as auto shops, dealerships, and resellers. Revenue is generated primarily through one-time product transactions priced from roughly $10 for small components to over $9,999 for premium valved exhaust systems, with Affirm and Katapult lease-to-own options available on eligible purchases. The company employs 51–100 people and remains privately held with no outside funding rounds disclosed.

Name

Vivid Racing

Legal name

Vivid Distributing LLC

Website

https://vividracing.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

51–100 employees

Short description

Vivid Racing is a US e-commerce retailer of aftermarket automotive performance parts, selling millions of SKUs from thousands of brands via vividracing.com to enthusiast consumers and B2B wholesale buyers, supplemented by its own VR Forged, VR Performance, VR Aero, and VR Tuned private-label lines.

Ownership category

akta.pro rank

Product category

Aftermarket Automotive Parts Retail

NAICS

Automotive Parts and Accessories Retailers (44133), Automotive Parts, Accessories, and Tire Retailers (4413)

SIC

Motor Vehicle Parts & Accessories (3714), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

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

akta.pro secondary industry

Performance, racing & tuning parts distribution (CRAOANAH)

Keywords

• Aftermarket auto parts
• Performance car accessories
• Automotive parts retail
• Wheels and tires
• Vehicle performance upgrades

Headquarters

HQ city

Gilbert

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Vivid Racing generates revenue through direct product sales of aftermarket automotive performance parts and accessories. Products include air intakes, brakes, body/aero parts, driveline, ECU tuning, electronics, engine parts, exhaust parts, exterior, fuel components, gauges, interior, lighting, OEM parts, racing gear, suspension, turbo/superchargers, tires, wheels, and tools. Revenue is primarily transaction-based with one-time purchases rather than recurring subscriptions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Vivid Racing is a U.S. e-commerce retailer of aftermarket automotive performance parts and accessories, aggregating products from thousands of brands across categories such as air intakes, brakes, body/aero parts, ECU tuning, exhaust, suspension, turbo/superchargers, wheels, and tires. The company also sells proprietary private-label lines (VR Forged wheels, VR Performance parts, VR Aero body components, VR Tuned ECU tuning), and operates a separate B2B wholesale channel for business buyers.

Product overview

Vivid Racing is an e-commerce marketplace for aftermarket performance parts and accessories, not a single unified product but rather a multi-brand retail platform. The company operates through its proprietary sub-brands (VR Forged wheels, VR Performance parts, VR Aero body components, and VR Tuned tuning products) alongside an extensive catalog of third-party manufacturer products organized across 30+ categories including Air Intakes, Brakes, Body/Aero Parts, Driveline, ECU Tuning, Electronics, Engine, Exhaust, Exterior, Fuel Components, Gauges, Handlebars & Controls, Interior, Lighting, OEM Parts, Package Deals, Racing Gear & Apparel, Suspension, Turbo/Supercharger, Tires, Wheel Accessories, Wheels, Tools and Maintenance, Universal & Repair, and Vivid Racing Gear. The platform serves both individual enthusiasts and B2B wholesale customers, offering parts across vehicle years from 1900 to 2027 for makes including Acura, Alfa Romeo, Aston Martin, Audi, BMW, Ferrari, Ford, Honda, Hyundai, Jeep, Kia, Lamborghini, Lexus, Mercedes-Benz, Porsche, Toyota, and many others.

Differentiator

Problem solved

Functional benefit

Brands

• VR Products: Private label product line including VR Forged (wheels), VR Performance, VR Aero, and VR Tuned branded parts and accessories
• VR Forged
• VR Performance
• VR Aero
• VR Tuned

Products and services

• VR Forged Vivid Racing's proprietary line of forged wheels for performance vehicles.
• VR Performance Vivid Racing's house brand performance parts and accessories.
• VR Aero Vivid Racing's proprietary aerodynamic body kits and aero components.
• VR Tuned Vivid Racing's in-house tuning and performance calibration products.
• Agency Power Third-party aftermarket parts brand featured under the VR Products menu.
• Armytrix Third-party aftermarket performance brand carried under the VR Products menu.
• Wholesale Auto Parts B2B wholesale sales program for business customers purchasing aftermarket auto parts in bulk through a dedicated, sign-in-authenticated portal.

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• O'Reilly Auto Parts: O'Reilly is a major US auto parts retailer offering replacement and select performance components across thousands of stores. Comparable as a scaled auto parts retailer competing with Vivid Racing on common SKUs, though focused on DIY maintenance rather than enthusiast modification.
• AutoZone: AutoZone is the largest US auto parts retailer with broad coverage of replacement and performance-adjacent parts. While not a performance specialist, it competes with Vivid Racing on common categories (brakes, exhaust, lighting) and represents the broad-incumbent competitive alternative for casual buyers.
• Advance Auto Parts: Advance Auto Parts is a US multi-channel auto parts retailer serving DIY and professional installers. Overlaps with Vivid Racing on general parts categories and represents a scaled incumbent alternative for buyers, though lacking Vivid Racing's performance-tuning specialization.

Direct peers

• RealTruck: RealTruck is a DTC e-commerce platform for truck and SUV aftermarket accessories including suspension, lighting, and exterior components. Overlaps with Vivid Racing's truck/SUV enthusiast segment and operates a similar fitment-driven retail model with proprietary brand extensions.
• Tire Rack: Tire Rack is a leading e-commerce retailer of tires, wheels, and suspension components with a strong fitment-based UX similar to Vivid Racing's wheels-by-vehicle experience. Comparable in channel (DTC), catalog depth, and use of installation/affiliate networks, though narrower in product scope.
• CARiD: CARiD operates a comparable e-commerce model selling aftermarket parts and accessories across many of the same categories as Vivid Racing (body kits, lighting, interior, performance) with fitment-based navigation and a multi-brand catalog — a closely overlapping target market and product offering.
• Turn5: Turn5 owns the AmericanMuscle, ExtremeTerrain, and Anderson Composites e-commerce platforms and is the closest direct competitor to Vivid Racing — a multi-brand DTC retailer of aftermarket performance parts with strong proprietary brand portfolios and similar fitment-driven UX.
• ECS Tuning: ECS Tuning (now operating alongside FCP Euro) specializes in European performance parts for VW/Audi/BMW/Mercedes/Porsche — categories Vivid Racing also covers. Comparable as a fitment-driven e-commerce retailer with deep technical content and enthusiast-community focus.
• Summit Racing Equipment: Summit Racing is one of the largest US-based aftermarket performance parts retailers with a massive multi-brand catalog covering similar categories (intakes, exhaust, suspension, ECU tuning) and serves both enthusiast consumers and B2B installers — directly comparable in product breadth and customer base to Vivid Racing.

Emerging players

• Mishimoto: Mishimoto designs and sells branded performance cooling and related aftermarket components directly and through retailers including Vivid Racing. Comparable as a performance-parts brand with growing DTC presence, representing the type of supplier/emerging competitor whose private-label ambitions overlap with VR Performance.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/vividracingcom

Revenue estimate

Valuation estimate

Number of profiles

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 Vivid Racing