What DB Electrical does

DB Electrical is an online aftermarket retailer that supplies replacement starters, alternators, and related electrical and mechanical components for automotive, marine, agricultural, industrial, and powersports applications. The company was founded in 1981 in Kingsport, Tennessee, originally as a small starter and alternator rebuild shop that stocked parts for local DIY customers, and transitioned to a nationwide e-commerce model with the rise of the internet. It is currently operated under parent company Arrowhead Engineered Products (also referred to as Arrowhead Holdings), a privately held corporation headquartered in Circle Pines, Minnesota.

The product portfolio is anchored by two core lines, alternators and starters, organized into vehicle-specific subcategories (automotive, marine, agricultural, industrial, lawn and garden, motorcycle, snowmobile, medium-heavy duty trucks), and has been expanded into broader categories including electrical components (solenoids, voltage regulators, CDI modules, lighting, switches, batteries), engine and drivetrain parts, powersports components, outdoor power equipment parts, tools and accessories, and ultrasonic cleaners. The underlying technology is a direct e-commerce platform featuring an advanced part finder and compatibility checker that allow customers to search by vehicle make, model, year, or OEM part number across multiple equipment brands.

DB Electrical makes money through one-time unit sales of aftermarket parts at prices stated to be up to 30% below comparable OEM equivalents, with a stated 1-year product warranty, same-day shipping on orders placed by 2pm EST, and free shipping on orders over $50 to the 48 contiguous US states. Distribution is exclusively direct-to-consumer through dbelectrical.com, with FedEx as the core shipping partner serving all 50 US states plus international destinations. Customer segments are DIY vehicle owners, professional mechanics and repair shops, marine equipment owners, and agricultural equipment operators, supported by a content marketing program of buying guides, troubleshooting articles, and a part finder tool that captures organic search intent for vehicle-specific fitment queries.

Name

DB Electrical

Legal name

Arrowhead Engineered Products

Website

https://dbelectrical.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

11–50 employees

Short description

DB Electrical is a US-based online retailer of aftermarket starters, alternators, and related electrical and mechanical parts serving DIY vehicle owners, professional mechanics, and marine and agricultural equipment operators across all 50 states and internationally, operated under parent Arrowhead Engineered Products.

Ownership category

akta.pro rank

Product category

Aftermarket Automotive Electrical Parts

NAICS

Motor Vehicle Electrical and Electronic Equipment Manufacturing (33632)

SIC

Miscellaneous Electrical Machinery, Equipment & Supplies (3690)

akta.pro primary industry

Electrical & electronics aftermarket distribution (batteries, alternators/starters, sensors, lighting, infotainment) (CRAOANAC)

Keywords

• Aftermarket auto electrical parts
• Replacement alternators and starters
• Marine and powersports electrical parts
• Tractor and agricultural parts
• Online automotive parts retailer

Headquarters

HQ city

Kingsport

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Aftermarket Electrical Parts Sales: One-time sales of aftermarket automotive, marine, agricultural, and powersports electrical and mechanical parts through e-commerce. Revenue generated from product transactions with pricing up to 30% below OEM equivalents.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

DB Electrical is an online aftermarket parts retailer that sells OEM-quality replacement alternators, starters, and supporting electrical and mechanical components for automotive, marine, agricultural, industrial, and powersports vehicles and equipment. The company operates a direct-to-consumer e-commerce storefront at dbelectrical.com with vehicle-specific part-finder search, same-day shipping on orders placed by 2pm EST, and free shipping on orders over $50 to the 48 contiguous U.S. states, backed by a 1-year warranty on all products.

Product overview

DB Electrical is an online aftermarket parts retailer specializing in OEM-quality replacement parts for automotive, boat, marine, and industrial electrical applications. The product portfolio centers on two core product lines—alternators and starters—which together form the foundation of the business. The company has expanded beyond pure electrical components to offer a broader mechanical parts assortment organized into six main categories: Electrical Components (CDI module boxes, solenoids, voltage regulators, lighting, switches, batteries), Engine & Drivetrain (motors, engine parts, fuel system components, gaskets, bearings, generators, PTO clutches), Powersports (tilt-trim motors, crankshafts, brake components, ATV axles, cam chains), Outdoor Power Equipment (stator coils, lawn mower parts, tractor parts, filters), Tools & Accessories, and an Outlet Store for discounted items. The company ships same-day on orders placed by 2pm EST and offers free shipping on orders over $50 to the 48 contiguous U.S. states.

Differentiator

Problem solved

Functional benefit

Products and services

• Alternators OEM-quality replacement alternators for automotive, marine, agricultural, industrial, and powersports applications, including high-output alternators and medium-heavy duty truck variants. Sold to DIY vehicle owners, professional mechanics, and equipment operators.
• Starters Starter motors for vehicles and equipment spanning automotive, agricultural, lawn and garden, marine (inboard and outboard), motorcycle, snowmobile, and medium-heavy duty truck applications. Sold to DIY consumers and professional repair shops.
• Electrical Components Supporting electrical parts including CDI module boxes, solenoids, voltage regulators, lighting, switches, general electrical parts, and batteries for automotive, marine, agricultural, industrial, and powersports applications.
• Engine & Drivetrain Mechanical parts assortment covering motors, engine parts, fuel system components, gaskets and seals, bearings and drive line, transmission and drivetrain, generators, and PTO clutches. Sells across automotive, marine, agricultural, and industrial use cases.
• Powersports Parts Parts for ATVs, motorcycles, and powersports vehicles including tilt-trim motors, control cables, crankshafts, brake system components, cooling system components, ATV axles, drive shaft rebuild kits, and cam chains.
• Outdoor Power Equipment Parts Replacement parts for outdoor power equipment including stator coils, lawn mower parts, tractor parts, fuel valves, oil filters, chainsaw parts, and air filters for brands such as John Deere, Ford/New Holland, Case, and Massey Ferguson.
• Tools & Accessories Tools and accessories for installation and maintenance of electrical and mechanical parts, supporting DIY and professional repair use cases.
• Ultrasonic Cleaners Cleaning equipment used to maintain and restore electrical and mechanical components, marketed to mechanics and DIYers performing component service.
• Outlet Store Discounted and clearance electrical and mechanical parts across the DB Electrical catalog at reduced prices.

Quantifiable outcome

• Parts priced up to 30% less than comparable OEM components while meeting or exceeding OEM specifications
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• FedExcoreChannel Partner/ Reseller/ DistributorStrategic shipping partnership with FedEx for order fulfillment to both US and international destinations. FedEx is selected based on cost effectiveness and reliability for delivering aftermarket parts to customers across all 50 states and globally.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• RockAuto: Online-only aftermarket auto parts retailer carrying a deep catalog of electrical and mechanical components for DIY and professional buyers. Closest direct competitor to DB Electrical — same DTC e-commerce model, same fitment-by-vehicle search, same value-pricing positioning.
• CARiD: Online retailer specializing in aftermarket auto parts, accessories, and performance upgrades with vehicle-specific fitment search. Direct e-commerce peer competing for the same DIY and enthusiast buyer with similar catalog breadth.
• Summit Racing Equipment: Mail-order and online retailer of performance and replacement auto parts including starters, alternators, and electrical components. Highly comparable DTC catalog model with strong enthusiast and pro mechanic customer overlap.

Broad incumbents

• AutoZone: One of the largest US auto parts retailers with a national store footprint and a mature e-commerce site carrying alternators, starters, and electrical components. Overlaps with DB Electrical on product categories but competes primarily through physical proximity and broad inventory rather than niche fitment.
• O'Reilly Auto Parts: Large US auto parts chain with strong professional mechanic (DIY/Pro) dual customer base and growing e-commerce. Comparable catalog breadth including alternators and starters, but distributed through thousands of stores rather than pure e-commerce.
• Advance Auto Parts: Major multi-channel US auto parts retailer with stores and online ordering for starters, alternators, and electrical components. Competes with DB Electrical on the same DIY and pro mechanic segments, with greater scale and pickup-in-store convenience.
• NAPA Auto Parts: National auto parts distribution and retail network owned by Genuine Parts Company, with strong professional installer customer base and a comprehensive electrical parts offering. Adjacent competitor with deeper commercial/wholesale penetration than DB Electrical.
• Pep Boys: National auto parts and service retailer carrying replacement electrical components alongside tires and accessories. Overlaps with DB Electrical on parts categories but bundles retail with installation services, which DB Electrical does not offer.
• Amazon (Automotive Aftermarket): Largest US e-commerce marketplace carrying third-party and first-party listings for aftermarket starters, alternators, and electrical components. Indirect but powerful competitor whose pricing, Prime shipping, and search visibility shape the same buyer journey DB Electrical depends on.

Regional players

• Tractor Supply Co. US rural-lifestyle retailer with deep coverage of agricultural, lawn and garden, and outdoor power equipment parts — categories that overlap meaningfully with DB Electrical's tractor, lawn mower, and outdoor power segments. Differs in serving rural lifestyle broadly rather than specializing in electrical parts.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

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 DB Electrical