What Alamo Auto Supply does

Alamo Auto Supply is a privately held automotive aftermarket parts retailer founded in 1949 and headquartered in El Paso, Texas. The company serves individual vehicle owners, fleet operators, and commercial buyers through a single physical retail location at 5923 Gateway Boulevard West and an e-commerce storefront at alamoauto.com. Its catalog is concentrated on truck, SUV, and Jeep aftermarket accessories, organized across roughly 20 product categories including grille guards, bed liners and covers, bumpers, step bars, towing equipment, cargo management, suspension, fuel systems, electrical components, and car care. Inventory is sourced from 50+ third-party brands, including Ranch Hand, WeatherTech, Westin Automotive, B&W, CURT, WARN, BedRug, Go Rhino, Bushwacker, and Bestop, among others.

The company's underlying technology consists of an e-commerce platform with an integrated year/make/model fitment search that allows customers to filter compatible parts for a specific vehicle, supported by customer accounts, order tracking, and a clearance and deals merchandising layer. It also operates two dedicated web properties: alamofleet.com for commercial fleet accounts and patriotliner.alamoauto.com for spray-on bedliner application services. Installation services are available at the El Paso retail location for select product lines, providing an integrated parts-plus-installation experience that differentiates the business from pure-play e-commerce competitors and from generalist parts retailers.

Revenue is generated through unit-priced one-time purchases with no subscription component. Product prices range from under $10 for small accessories to over $2,000 for premium components such as full front bumpers, with clearance discounts of 35-75% off selected items, a military discount program, and fleet/commercial volume pricing as the primary promotional levers. Distribution runs through online ordering with in-store pickup, local delivery, and on-site installation. The company employs 51-100 people, operates with no disclosed parent, no outside investors, and no capital structure information, consistent with an independently owned legacy brick-and-mortar retailer that has incrementally built a digital and service channel.

Name

Alamo Auto Supply

Legal name

Alamo Auto Supply

Website

https://alamoauto.com

Company type

Private

Founded year

1949

Operating status

Operating

Headcount range

51–100 employees

Short description

Alamo Auto Supply is a privately held El Paso-based retailer of aftermarket truck and SUV accessories, operating one physical store, an e-commerce platform with year/make/model fitment search, and selective installation and fleet services.

Ownership category

akta.pro rank

Product category

Automotive Aftermarket Parts Retail

NAICS

Automotive Parts and Accessories Retailers (44133)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

EV & hybrid aftermarket distribution (charging accessories, HV components, thermal management, specialized tools) (CRAOANAL)

Keywords

• Automotive aftermarket parts
• Truck accessories retail
• Vehicle protection products
• Fleet upfitting services
• Spray-on bedliners

Headquarters

HQ city

El Paso

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Automotive Aftermarket Parts Sales: Revenue generated through direct retail sales of automotive aftermarket accessories including truck/SUV accessories, performance parts, exterior/interior components. Products sold as one-time purchases with no subscription model. Offers both consumer retail and fleet/commercial purchasing options.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Alamo Auto Supply is an automotive aftermarket parts and accessories retailer that sells truck, SUV, and Jeep accessories including grille guards, bumpers, step bars, bed liners, towing equipment, cargo management, suspension, performance chips, winches, and floor mats. It offers professional installation for select products, including spray-on bedliner application through its Patriot Liner brand, and provides dedicated fleet upfitting services through a separate channel.

Product overview

Alamo Auto Supply is an automotive aftermarket parts retailer and installer offering a comprehensive catalog of truck and SUV accessories. The product portfolio is organized as multiple distinct product categories including grille guards, step bars, bed liners, towing equipment, cargo management solutions, and vehicle protection products. The company operates as an e-commerce platform with physical retail location in El Paso, Texas, and offers both online sales and professional installation services for many product lines. Their inventory features numerous third-party brands including Ranch Hand, Big Country Truck Accessories, WeatherTech, BedRug, Go Rhino, Westin Automotive, and WARN, among others. The company also provides ancillary services such as military discounts, financing options, and fleet services through alamofleet.com.

Differentiator

Problem solved

Functional benefit

Products and services

• Grille Guards Protective guards for trucks, Jeeps, and SUVs that shield headlights, bumpers, and grilles from damage caused by rocks, underbrush, and animals. Sold to individual vehicle owners and fleet customers.
• Mud Guards and Mud Flaps Exterior accessories that protect vehicles from mud, debris, and road splash.
• Step Bars Running boards and steps designed to provide convenient stepping surfaces for easier entry and exit from taller vehicles like trucks and SUVs.
• Towing Accessories Hitch and towing accessories including ball mounts, trailer balls, hitch locks, covers, tow hooks, straps, and 5th wheel/gooseneck accessories.
• Bed Liners Truck bed protection including drop-in, spray-in, and TPO composite bed liners made from polypropylene materials.
• Bed Mats Floor mats for truck beds designed for use with spray-in bed liners, drop-in bed liners, or no liner applications.
• Bumpers and Grille Guards Front and rear bumpers including bull bars, winch-ready bumpers, and full-width steel bumpers in various finishes.
• Cargo Management Storage solutions including bike carriers, cargo racks, headache racks, ladder racks, tie downs, and rooftop cargo boxes.
• Car Care Automotive cleaning and maintenance products including cleaners, polishes, waxes, car covers, and tire/wheel care products.
• Electrical Electrical components including wiring kits, batteries, alternators, switches, relays, horns, and lighting accessories.
• Floor Mats and Cargo Liners Interior floor protection including 3D floor liners, digital-fit floor mats, and cargo area protection in carpet and thermoplastic materials.
• Auxiliary/Diesel Tanks High-capacity fuel tank systems including in-bed auxiliary tanks, midship replacement tanks, and spare tire fuel systems.
• Truck Bed Covers Bed cover options for truck beds to protect cargo from weather and theft.
• Suspension Vehicle suspension upgrades and accessories.
• Performance Chips and Programmers Electronic performance tuning devices and programmers for vehicle optimization.
• Winches and Accessories Vehicle recovery winches and related mounting and electrical accessories.
• Jeep Accessories Aftermarket accessories specifically designed for Jeep vehicles including tops, doors, and armor.
• Wheels and Tires Aftermarket wheels and tires offered for trucks and SUVs.
• Tint Window tint products for automotive application.
• Spray-on Bedliner Application Service Professional spray-on bedliner application service offered under the Patriot Liner brand at patriotliner.alamoauto.com, providing an integrated installation offering alongside product purchase.
• Fleet Upfitting Services Dedicated fleet sales channel offering multi-vehicle upfitting, bulk accessory purchasing, and volume pricing for commercial fleet operators, supported by a dedicated upfit team and separate fleet services website.

Segments2 records

Ideal customer profiles2 records

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

Broad incumbents

• NAPA Auto Parts: NAPA Auto Parts is a nationwide automotive parts distributor and retailer with strong professional installer relationships. Broad incumbent in the auto parts distribution and retail space, comparable to Alamo's parts distribution role though with a far larger store network and B2B installer focus.
• AutoZone: AutoZone is the largest US specialty retailer of automotive parts and accessories with over 6,000 stores and a robust e-commerce platform. Broad incumbent competing with Alamo in replacement parts, accessories, and fitment-driven shopping, though Alamo's specialty truck/SUV focus is narrower than AutoZone's full-line assortment.
• O'Reilly Auto Parts: O'Reilly Auto Parts is a major US auto parts retailer with thousands of stores and growing commercial/fleet programs. Broad incumbent in the same automotive aftermarket category as Alamo, though serving a more general DIY and professional installer base rather than Alamo's specialty truck/SUV enthusiast focus.
• Advance Auto Parts: Advance Auto Parts is a large US automotive aftermarket parts retailer with national store coverage and e-commerce. Broad incumbent operating in the same overall category as Alamo Auto Supply, with overlapping parts categories but a much broader DIY/service-oriented assortment.

Direct peers

• RealTruck: RealTruck is the largest direct-to-consumer online retailer of truck and SUV aftermarket accessories, operating a national e-commerce platform with proprietary brands. Highly comparable to Alamo Auto Supply in product focus (grille guards, bed covers, running boards, bumpers) and target customer (truck/SUV/Jeep owners), with far greater scale and a multi-brand catalog approach.
• 4 Wheel Parts: 4 Wheel Parts is a multi-location retailer specializing in truck, Jeep, and off-road aftermarket accessories with both physical stores and e-commerce. Directly comparable to Alamo Auto Supply in product mix, customer base (Jeep and truck enthusiasts), and hybrid retail/installation model.
• Summit Racing Equipment: Summit Racing is a leading direct-to-consumer retailer of performance and truck/SUV aftermarket parts via catalog and e-commerce. Comparable to Alamo Auto Supply in product categories (performance, towing, suspension) and target buyer (enthusiast truck owners), with a much larger SKU base and national reach.
• AutoAnything: AutoAnything is an online aftermarket auto accessories retailer carrying many of the same brands as Alamo (WeatherTech, Westin, etc.) across truck/SUV/car categories. Direct peer in e-commerce-led truck/SUV accessory retail with overlapping brand portfolio and customer segment.
• Stage 3 Motorsports: Stage 3 Motorsports is an online specialty retailer focused on Ford, Chevy, and Dodge truck/SUV aftermarket parts and accessories. Comparable to Alamo Auto Supply in target vehicle platform (American trucks/SUVs) and product categories (bumpers, suspension, bed covers), competing in the same e-commerce channel.
• CARiD: CARiD is an online aftermarket auto parts and accessories marketplace with vehicle fitment search and broad brand coverage. Directly comparable to Alamo Auto Supply in e-commerce-only distribution of truck/SUV accessories with similar fitment-driven shopping experience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key highlights6 records

Customer concentration

• Xx.com/alamoautosupply
• Facebookfacebook.com/AlamoAutoSupply
• LinkedInlinkedin.com/company/alamoauto

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 Alamo Auto Supply