Wilbert's U-Pull It

What Wilbert's U-Pull It does

Wilbert's Family Enterprises, operating as Wilbert's U-Pull It, is a third-generation family-owned automotive recycling business headquartered in Williamson, New York, tracing its origins to a 1952 collision shop founded by Arthur Wilbert. The company is structured around three integrated operating divisions: Wilbert's U-Pull It (self-service salvage yards where customers pull their own parts from end-of-life vehicles across three Western New York locations: Rochester, Bath, and Buffalo), Wilbert's Premium Auto Parts (full-service recycled OEM parts sales to dealers, collision shops, and repair facilities across four locations in Webster NY, Ontario NY, Barberton OH, and Hyde Park NY), and Wilbert's Tires & Service (a retail tire and automotive service shop in Ontario, NY). A seasonal Christmas Tree Farm operates as a non-core subsidiary.

The business generates revenue through four primary streams: transactional self-service parts sales ($2 daily yard admission plus per-part pricing ranging from ~$1 to $260, supplemented by CORE deposits of $2-$35 to incentivize core returns for recycling), full-service B2B parts sales with next-day delivery, Cash-for-Cars vehicle purchasing (paying up to $1,200 per vehicle with free towing from select regions), and tire/automotive services at $125/hour labor. Multi-tier warranty offerings (6-month standard, 1-year and 3-year part-and-labor, plus optional 60-day cash-back warranty at 10% of part price) layer incremental revenue onto parts transactions.

The company's technology stack centers on a computerized parts inventory system that enables next-day delivery across 20 warehousing locations in the Northeast, supplemented by an iOS/Android mobile app launched in February 2026 supporting online vehicle inventory search, yard-specific notifications, and on-site yard navigation. Wilbert's has pursued an active acquisition-led expansion strategy, completing three acquisitions between 2022 and 2024 (Action Auto Parts in Rochester, Camp Auto Salvage in Ohio, and East Park Auto Recycling in Hudson Valley), with the 2024 Ohio deal marking its first operation outside New York State. The business holds ARA Gold Seal and Certified Automotive Recycler designations, participates in the Team PRP Northeast partnership of 16+ yards, and joined the Autoly network in June 2026.

Name

Wilbert's U-Pull It

Legal name

Wilbert's Family Enterprises

Website

https://wilberts.com

Company type

Private

Founded year

1952

Operating status

Operating

Headcount range

1–10 employees

Short description

Third-generation family-owned automotive recycler founded in 1952 in Williamson, NY. Operates self-service U-Pull It yards, full-service Premium Auto Parts stores, and a Tires & Service shop across New York and Ohio, serving DIY consumers and repair businesses.

Ownership category

akta.pro rank

Product category

Used Auto Parts Recycling

NAICS

Motor Vehicle Parts (Used) Merchant Wholesalers (42314), Materials Recovery Facilities (562920), Automotive Parts and Accessories Retailers (44133), Motor Vehicle Towing (48841)

SIC

Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010), Services-Automotive Repair, Services & Parking (7500)

akta.pro primary industry

Used Auto Parts Recovery & Resale (Salvage/Yard Parts, Rebuilders) (EUAIAJAF)

akta.pro secondary industries

End-of-Life Vehicle (ELV) Recycling, Dismantling & Parts Recovery (TLABAKAI), Automotive Parts & Aftermarket Returns (TLAAALAI)

Keywords

• Used auto parts
• Automotive recycling
• Self-service salvage yard
• Recycled OEM parts
• Vehicle recycling

Headquarters

HQ city

Williamson

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Self-Service Parts Sales (U-Pull It): Customers pay admission fee ($2) and purchase individual parts pulled from vehicles in the yard. Part prices range from approximately $1 to $260 depending on component. CORE charges added to encourage part returns for recycling.
2. Full-Service Parts Sales (Premium Auto Parts): Full-service locations inventory and sell recycled OEM parts directly to customers. Sells to auto dealers, collision shops, repair facilities, and individuals. Includes next-day delivery capability.
3. Vehicle Purchase / Cash for Cars: Wilbert's purchases end-of-life vehicles from individuals, paying up to $1,200 cash. Vehicle must be complete (engine, transmission, battery, catalytic converters, tires, wheels). Free towing from Rochester, Bath, and Buffalo areas.
4. Tires & Service: Sells new and recycled tires from major brands. Provides mounting, balancing, rotation, tire repair, TPMS, alignments, brakes, and other automotive services. Service rates at $125/hour labor.
5. CORE Charges: CORE (Cash on Receipt of Exchange) charges added to parts requiring core returns. Encourages recycling by refunding charge when original part is returned. CORE charges range from $2 to $35 depending on part type.
6. Extended Warranty / Cash Back Warranty: Customers may purchase optional 60-day cash back warranty for 10% of part price, enabling refund to original payment method beyond the standard 7-day exchange/store credit window.
7. Warranty Plans (Premium Auto Parts): Multiple warranty tiers available: 6-month standard, 1-year part & labor, 3-year part & labor, with optional labor add-on coverage. Labor reimbursement at $75-$150/hour depending on warranty level.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels11 records

Core offering

Wilbert's U-Pull It is an automotive recycling business that operates self-service salvage yards where customers pull their own recycled parts from end-of-life vehicles, full-service Premium Auto Parts counters selling quality-tested recycled OEM parts to dealers and repair shops with next-day delivery, and a Tires & Service shop. The company also purchases end-of-life vehicles for cash, processes them through environmentally responsible recycling, and resells the recovered parts alongside tire sales and repair labor.

Product overview

Wilbert's Family Enterprises operates three integrated business divisions under a family-owned structure established in 1952. The core U-Pull It division offers self-service automotive recycling where customers pull their own parts at three Western New York locations (Rochester, Bath, Buffalo), supported by online vehicle inventory search and cash-for-cars services. The Premium Auto Parts division provides full-service parts sales with computerized inventory, next-day delivery, and multi-tier warranty coverage (6-month to lifetime) at four locations spanning New York and Ohio. The Tires & Service division operates as a full-service tire shop offering new and recycled tires, professional mounting/balancing, and additional auto repair services. All divisions share a common focus on automotive recycling, environmental sustainability, and community engagement.

Differentiator

Problem solved

Functional benefit

Products and services

• U-Pull It Self-Service Salvage Yard Self-service automotive salvage yard where customers pay a $2 daily admission, bring their own tools, and pull their own recycled parts from end-of-life vehicles across three Western New York locations (Williamson/Rochester, Bath, Elma/Buffalo). Aimed at individual DIY auto repairers and budget-conscious vehicle owners seeking parts priced 40-70% below dealer OEM rates.
• Premium Auto Parts Full-Service Recycled Parts Full-service division selling quality-tested recycled OEM parts from four locations (Webster, Ontario NY, Barberton OH, Hyde Park NY) to auto dealers, collision shops, mechanical repair facilities, wholesalers, and individuals. Offers multi-tier warranty coverage (6-month standard, 1-year, 3-year, lifetime body parts) and next-day delivery across a 20-warehouse Northeast network.
• Tires & Service Shop Retail tire and automotive service shop in Ontario, NY selling new and recycled tires from major brands plus professional mounting, balancing, rotation, tire repair, TPMS service, alignments, brakes, NYS inspections, and other automotive services at a $125/hour labor rate. Targets individual vehicle owners in the Rochester/Ontario area.
• Cash for Cars Vehicle Purchase Service Vehicle acquisition service that buys end-of-life cars, trucks, vans, and SUVs from individuals for cash up to $1,200, with same-day pickup and free towing from the Rochester, Bath, and Buffalo service areas. Vehicles must be complete with engine, transmission, battery, catalytic converters, tires, and wheels, after which they enter Wilbert's recycling pipeline.
• Wilbert's Branded Merchandise Wilbert's branded apparel and merchandise (shirts and sweatshirts featuring Wilbert's brand designs) sold through an online e-commerce shop, targeted at automotive enthusiasts and loyal customers.

Quantifiable outcome

• Vehicles recycled through complete process: draining fluids, removing parts for resale, dismantling remaining components, and sending remainder to scrap shredding.
• +2 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Team PRP NortheastcoreStrategic or Co-development PartnerWilbert's is a proud member of Team PRP Northeast since 2004. The partnership includes 16+ partner automotive recycling yards (A & P Auto Parts, Alliance Auto Parts, Benwood Auto Parts, Bishop's Used Auto Parts, Bow Auto Salvage, Brown's Auto Salvage, C & H Salvage Corp, Chucks Auto Salvage, Cornell's Used Auto Parts, EL&M Auto Recycling, Goyette's Auto Parts, Lentini Auto Salvage, New England Auto And Truck Superstore, Sawmill Salvage, Tolpa's Auto Parts) enabling shared inventory and expanded service across the Northeast.
• Autoly NetworkcoreStrategic or Co-development PartnerWilbert's Premium Auto Parts joined Autoly in June 2026. Autoly is a premier network of independent, family-owned automotive recyclers dedicated to delivering exceptional quality, reliability, and customer service throughout the Northeast. The network unites top-performing automotive recycling facilities.
• Local Automotive Recycler (Unnamed)minorStrategic or Co-development PartnerWilbert's U-Pull It partners with a trusted local automotive recycler to ensure efficient recycling of vehicles. The partnership ensures that the efficient recycling of vehicles is prioritized and maximizes the environmental benefit of the business.
• Scrap Shredding Company (Unnamed)minorStrategic or Co-development PartnerAfter all possible components of vehicles have been removed and recycled, the remainder is loaded on Wilbert's specialized crushed car hauler and carted away to an upstanding scrap shredding company, where materials are separated and recycled.

Scale indicators9 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• AutoZone: Large retail aftermarket parts chain; competes with Wilbert's Premium Auto Parts and Tires & Service divisions for DIY and repair-shop customers in the same Northeast geography.
• Copart: Public online salvage auto auctioneer supplying ELVs to recyclers like Wilbert's as upstream vehicle inventory; while not a direct competitor in parts, it is the dominant supply channel for used auto parts wholesalers.
• LKQ Corporation: Publicly traded, largest North American provider of recycled and aftermarket auto parts; overlaps Wilbert's full-service Premium Auto Parts division across the Northeast while also serving the wholesale/collision channel that Wilbert's targets.

Direct peers

• PICK-n-PULL: Self-service U-Pull-It style auto recyclers operating multiple yards; directly comparable to Wilbert's on the DIY self-pull model, online parts search, and core-charge programs.
• Pull-A-Part: National self-service U-Pull It operator with yard locations across the U.S.; the closest direct competitor to Wilbert's U-Pull It model with identical self-service mechanics, online inventory search, and yard admission pricing.
• Hollander Used Auto Parts: Wholesale distributor of recycled OEM auto parts serving the collision and mechanical repair channels; directly comparable to Wilbert's Premium Auto Parts B2B full-service model.

Regional players

• U-Pull-It (Canada): Canadian self-service auto recycler with a shared U-Pull-It brand identity and model; comparable operating concept and customer experience to Wilbert's though operating in a different geography.

Others

• Car-Part.com: Online marketplace aggregating inventory from hundreds of U.S. and Canadian auto recyclers; Wilbert's Parts Search portal competes for the same online parts-seeking repair-shop customer.

Emerging players

• Greenbrier Auto Salvage: Mid-Atlantic self-service U-Pull-It yard operating in geographies adjacent to Wilbert's Hudson Valley expansion; a regional peer on the self-service model.
• Pull-N-Save Auto Salvage: Self-service auto salvage yard chain primarily in the Midwest with the same 'bring your own tools' model; comparable to Wilbert's in pricing structure and yard-based consumer experience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@wilbertsupullit
• Facebookfacebook.com/wilbertsupullit
• Instagraminstagram.com/wilbertsupullit
• TikToktiktok.com/@wilbertsupullit
• Xx.com/wilbertsupullit

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries7 records

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 Wilbert's U-Pull It