FleetFilter

Name

FleetFilter

Legal name

FleetFilter

Website

https://fleetfilter.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

FleetFilter is a privately held e-commerce retailer based in Brenham, Texas, that distributes over 3,500 WIX and Baldwin automotive filter SKUs directly to US commercial fleet operators and retail diesel vehicle owners via its website.

Ownership category

akta.pro rank

Headquarters

HQ city

Brenham

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Automotive Filter Sales: FleetFilter generates revenue through direct sales of automotive filters (WIX and Baldwin brands) to retail and commercial customers. Products are sold as one-time transactions with volume-based discount tiers applied at checkout.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

FleetFilter is an e-commerce retailer that sells automotive filters directly to customers through its website, specializing in WIX Filters (manufactured by Mann-Hummel) and Baldwin Filters. The company stocks over 3,500 filter part numbers covering oil, fuel, air, cabin, coolant, hydraulic, power steering, and fuel/water separator filters, with particular emphasis on diesel engine platforms (Duramax, PowerStroke, Cummins). All orders are shipped from a Texas warehouse and volume discounts are applied automatically at checkout.

Product overview

FleetFilter operates as an e-commerce filter retailer specializing in WIX Filters and Baldwin Filters at wholesale prices. The company claims to be the largest WIX distributor online, selling over 3,500 filter part numbers. The product portfolio centers on WIX Filters (manufactured by Mann-Hummel) and Baldwin Filters, with dedicated product lines for diesel vehicles including Chevrolet/GMC Duramax, Ford PowerStroke, and Dodge/Ram Cummins engines. FleetFilter offers volume discounts (10% for orders over $125, 20% for orders over $200, 25% for orders over $1,000) and features customer tools including My Garage vehicle management and Quick Order bulk purchasing. The company stocks inventory in their Texas warehouse and ships from this location without delay.

Differentiator

Problem solved

Functional benefit

Products and services

• WIX Filters Comprehensive range of WIX brand automotive filters (manufactured by Mann-Hummel), including oil filters, hydraulic filters, fuel filters, fuel/water separators, fuel bowls, air filters, cabin air filters, coolant filters, filter bases, and power steering filters. Aimed at fleet operators and retail diesel vehicle owners across the U.S.
• Baldwin Filters Secondary brand of oil, fuel, and air filters offered as an alternative to WIX Filters for diesel vehicles. Sold to both retail and commercial fleet customers.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• WIX Filters (Mann-Hummel)coreChannel Partner/ Reseller/ DistributorFleetFilter is an authorized distributor of WIX Filters, which are manufactured by Mann-Hummel. The company claims to be the largest WIX distributor online, stocking over 3500 WIX filter part numbers.

Scale indicators3 records

Recent moves6 records

Expansion highlights3 records

Emerging players

• Diesel Power Products: Online retailer specializing in diesel truck parts and accessories with focus on Duramax, Power Stroke, and Cummins platforms. Overlaps with FleetFilter's diesel niche but offers broader performance truck parts beyond filters.
• Summit Racing Equipment: Direct-to-consumer retailer of performance and replacement automotive parts including filters. Targets enthusiasts and small commercial customers with a deep catalog and strong brand presence in the diesel segment.

Broad incumbents

• Advance Auto Parts: Major US automotive aftermarket retailer serving both DIY and commercial customers. Offers WIX and competitive filter brands with national distribution and a Pro program for fleet and commercial buyers.
• Amazon (Automotive): Massive e-commerce platform carrying WIX, Baldwin, and dozens of other filter brands with Prime delivery. Represents the structural threat to specialized online filter retailers via scale, search dominance, and logistics.
• O'Reilly Auto Parts: Large US automotive parts retailer with strong commercial/fleet program and nationwide distribution. Competes directly with FleetFilter for fleet filter purchases through both online and store channels.
• AutoZone: Largest US specialty retailer of automotive parts and accessories with a massive e-commerce presence. Sells WIX and Baldwin filters alongside thousands of other SKUs, with national store and distribution center footprint that FleetFilter's single warehouse cannot match.
• NAPA Auto Parts: National automotive parts distributor owned by Genuine Parts Company with extensive commercial fleet offering. Sells NAPA-branded filters and other brands through a network of stores and online channels.

Regional players

• FleetPride: Large US distributor of heavy-duty truck parts serving commercial fleet customers. While primarily a B2B heavy-duty operation, it competes with FleetFilter for diesel fleet filter purchases at scale.

Others

• WIX Filters (Mann+Hummel): Manufacturer of WIX Filters and FleetFilter's primary supplier. Listed as a peer because Mann+Hummel sells direct and controls FleetFilter's access to its brand — a structural supplier relationship that shapes FleetFilter's economics and competitive dynamics.

Direct peers

• RockAuto: Direct online-only competitor selling automotive parts including WIX and Baldwin filters at competitive prices. Operates a similar e-commerce model with deeper catalog, multiple warehouses, and a long-standing reputation in the DIY and small-fleet segments.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 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 FleetFilter