Diesel Auto Power

What Diesel Auto Power does

Diesel Auto Power, LLC is a privately held e-commerce retailer founded in 2008 and headquartered in Layton, Utah, that sells aftermarket diesel performance parts and accessories directly to end customers via its dieselautopower.com storefront. The company specializes exclusively in diesel platforms, carrying a deep catalog spanning Cummins (Dodge/RAM), Duramax (GM/Chevrolet), and Powerstroke (Ford) engines from model years 1983 through 2026, with additional light-duty diesel coverage. In addition to reselling third-party brands such as BD Diesel, FASS, S&B Filters, Fleece Performance, Borg Warner, ATS Performance, and ARP, the company has built its own DAP-branded product line of turbochargers, fuel system components, injectors, and engine parts, and offers a professional injector testing service.

The underlying platform is a standard direct-to-consumer e-commerce site with vehicle-application-specific catalog filtering, customer accounts, order processing, and newsletter signup through Sendlane. Pricing is unit-based and ranges from roughly $1 for small consumables to over $25,000 for high-end performance components, with free standard shipping on domestic orders above $149, a 20% restocking fee on opened returns, and a core-deposit/return program for remanufactured parts. The company ships internationally via DHL, UPS, and USPS, subject to CARB and local emissions restrictions, and operates a dealer/reseller application program for authorized resellers of DAP products.

The business model is primarily one-time product transactions through the DTC storefront, supplemented by professional injector testing services and a wholesale-style dealer channel. The primary customer segment is diesel vehicle enthusiasts seeking performance upgrades and replacement parts, with secondary segments of diesel repair shops/mechanics and authorized dealers reselling DAP products. The company operates with 1-10 employees, is independently owned with no disclosed venture capital, private equity, or parent company involvement, and has no subsidiaries, funding rounds, M&A activity, or public listings on record.

Name

Diesel Auto Power

Legal name

Diesel Auto Power, LLC

Website

https://dieselautopower.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Diesel Auto Power is a privately held Utah-based e-commerce retailer founded in 2008 that sells aftermarket diesel performance parts and accessories for Cummins, Duramax, and Powerstroke platforms, serving enthusiasts, mechanics, and dealers through its DAP-branded and third-party product catalog.

Ownership category

akta.pro rank

Product category

Aftermarket Diesel Performance Parts

NAICS

Engine, Turbine, and Power Transmission Equipment Manufacturing (3336), Other Engine Equipment Manufacturing (333618), Motor Vehicle Gasoline Engine and Engine Parts Manufacturing (336310), Motor Vehicle Transmission and Power Train Parts Manufacturing (33635)

SIC

Engines & Turbines (3510), Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Engine Components & Subsystems Manufacturing (Blocks/Heads/Valvetrain/Pistons) (IMACAHAB)

akta.pro secondary industries

Internal Combustion Engine (ICE) Manufacturing (Gasoline/Diesel) (IMACAHAA), Fuel & Air Induction Systems Manufacturing (Injectors/Carburetion/Intake) (IMACAHAC), Diesel Engine Service & Repair (EDAOAEAE)

Keywords

• Diesel performance parts
• Aftermarket auto parts
• Turbocharger systems
• Fuel injection components
• E-commerce auto retailer

Headquarters

HQ city

Layton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. E-commerce Retail Sales: Direct retail sales of diesel performance parts and accessories through their e-commerce platform. Products range from low-cost consumables ($1) to high-end performance components ($25,000+). Revenue is generated through one-time product transactions with optional core return programs for remanufactured parts.
2. Injector Testing Services: Professional injector testing services for diesel fuel injectors, providing diagnostic and testing solutions for customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

Diesel Auto Power is an online retailer that sells aftermarket diesel performance parts and replacement components for Dodge/Ram Cummins, GM/Chevrolet Duramax, and Ford Powerstroke trucks across model years from 1983 to 2026. The company sells its own DAP-branded turbochargers, fuel system parts, injectors, and engine components alongside third-party brands, and provides diesel fuel injector testing as a professional service.

Product overview

Diesel Auto Power is an e-commerce retailer specializing in aftermarket diesel performance parts and accessories. The company offers a comprehensive catalog of products across major diesel engine platforms including Cummins (Dodge/RAM), Duramax (GM/Chevrolet), and Powerstroke (Ford), as well as light-duty diesel applications. Their product offerings include turbochargers, fuel systems, exhaust systems, air intake systems, engine components, gauges, suspension parts, transmission accessories, and chips/programmers. The company sells both third-party branded products (such as BD Diesel, FASS, S&B Filters, Fleece Performance, Borg Warner, ATS Performance, ARP, and others) as well as their own DAP (Diesel Auto Power) branded products including turbos, injectors, and fuel system components.

Differentiator

Problem solved

Functional benefit

Brands

• DAP Products: Company's own brand of diesel performance products including turbochargers, fuel system components, and engine parts.

Products and services

• DAP Branded Diesel Performance Parts Diesel Auto Power's own proprietary brand of aftermarket diesel performance components, including turbochargers (such as the Diamond Advantage turbo line for 2003-2004 Cummins 5.9L at $599, 2011-2015 Ford Powerstroke 6.7L at $1,099, and 2004.5-2005 Duramax LLY at $999), fuel system components, injectors, and engine components sold to diesel pickup truck owners and shops.
• Diesel Fuel Injector Testing Service Professional bench testing of diesel fuel injectors for Cummins, Duramax, and Powerstroke applications, providing diagnostic results to diesel vehicle owners, mechanics, and shops who need to verify injector condition before purchase or repair.
• DAP Apparel and Gear Diesel Auto Power branded apparel and gear sold to enthusiast customers under the DAP Gear section of the storefront, aimed at the diesel truck owner community and supporting brand affinity around the DAP product line.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves1 record

Expansion highlights5 records

Direct peers

• Merchant Automotive: Manufacturer and retailer of diesel performance and transmission parts for Allison and Duramax applications, with similar DTC e-commerce and dealer programs. Comparable product mix and customer overlap with Diesel Auto Power's Duramax catalog.
• Summit Racing Equipment: Largest U.S. direct-to-consumer retailer of performance automotive parts, including a substantial diesel truck and engine components catalog. Competes head-on with Diesel Auto Power on Cummins, Duramax, and Powerstroke SKUs, with broader category coverage and larger scale.
• Thoroughbred Diesel: Diesel performance parts specialist focused on Dodge Cummins, Ford Powerstroke, and GM Duramax trucks. Directly comparable to Diesel Auto Power in target customer, product mix (injectors, turbos, fuel systems), and DTC e-commerce model.
• Diesel Power Products: Diesel-only aftermarket e-commerce retailer covering Cummins, Duramax, and Powerstroke platforms with performance and replacement parts. Closely overlaps Diesel Auto Power's vehicle-platform specialization and customer segments.
• Alliant Power: Specializes in remanufactured and new diesel fuel injectors, turbochargers, and engine components for the same three major platforms. Directly competes with Diesel Auto Power's DAP-branded injectors and remanufactured part offerings.
• Industrial Injection: Diesel performance parts manufacturer and retailer focused on injectors, turbos, and fuel system upgrades for Cummins, Duramax, and Powerstroke. Overlaps Diesel Auto Power on DAP branded fuel-system and injector product lines.

Emerging players

• BD Diesel Performance: Manufacturer and direct seller of aftermarket diesel performance parts (turbochargers, transmissions, fuel systems) for Cummins, Duramax, and Powerstroke. Comparable as both a competing supplier and a brand carried by Diesel Auto Power.
• FASS Fuel Systems: Manufacturer of diesel fuel lift pumps and filtration systems sold through Diesel Auto Power and competing retailers. Comparable as a diesel-specific brand with overlapping customer base and as a featured DAP catalog brand.
• Quadzilla Power: Diesel performance electronics, tuners, and components for Cummins, Duramax, and Powerstroke platforms. Carried by Diesel Auto Power and competes in the same diesel tuning/performance segment.

Broad incumbents

• RockAuto: Large online auto parts retailer with a broad catalog spanning most vehicle makes including diesel trucks. Competes on price and selection across replacement parts, though it is a generalist rather than a diesel-performance specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/dieselautopower
• Facebookfacebook.com/412326728779762
• LinkedInlinkedin.com/company/diesel-auto-power

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 Diesel Auto Power