Lunati
Lunati is a US performance automotive parts manufacturer founded in 1969 and operating under the Edelbrock Group, producing crankshafts, connecting rods, and valvetrain components for individual enthusiasts, engine builders, and racing teams across multiple engine platforms via direct-to-consumer e-commerce.
- Company typePrivate
- Founded1969
- HeadquartersOlive Branch, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Lunati does
Lunati is a US-based performance automotive parts manufacturer specializing in engine rotating assembly and valvetrain components, founded in 1969 and headquartered in Olive Branch, Mississippi. Operating as a subsidiary within the Edelbrock Group portfolio alongside COMP Cams, FAST, Russell Performance, TCI Automotive, and Edelbrock, the company focuses on performance crankshafts (Voodoo and Signature Series) and connecting rods (Pro, Boosted, and Lightweight Series) manufactured using 4340 non-twist forged steel, complemented by a full valvetrain line (springs, rocker arms, pushrods, lifters), bearings, and specialty engine-building tools.
The 286-SKU catalog covers more than 10 engine platforms including Chevrolet Small Block, Chevrolet Big Block, GM LS Gen III/IV, Ford Small Block (302, 351 Windsor), Ford Big Block (460), Chrysler Late Model Hemi, and Chrysler Viper V10, targeting performance street builds, circle-track racing, and emerging off-road applications. The company sells primarily direct-to-consumer through the lunatipower.com e-commerce storefront and phone sales (800-999-0853), with Affirm consumer financing available for higher-ticket items. Pricing ranges from $0.51 for small accessories to over $9,000 for bundled engine assembly packages, with individual crankshafts priced $805-$2,048 and connecting rod sets at $1,725-$2,217.
The business serves a long-tail of individual performance enthusiasts, professional engine builders, and racing teams across the United States, generating revenue through one-time hardware sales with no disclosed recurring or subscription component. Marketing is executed through the company website, social media (Facebook, Twitter, Instagram, YouTube), email newsletter, racing event sponsorships, and a technical resource library. There is no indication of AI/ML capabilities, international expansion, or independent outside funding, consistent with a mature, niche, privately-held brand operating within a larger conglomerate.
Lunati firmographics
Firmographics- Name
- Lunati
- Legal name
- Lunati, LLC.
- Website
- https://lunatipower.com
- Company type
- Private
- Founded year
- 1969
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Lunati is a US performance automotive parts manufacturer founded in 1969 and operating under the Edelbrock Group, producing crankshafts, connecting rods, and valvetrain components for individual enthusiasts, engine builders, and racing teams across multiple engine platforms via direct-to-consumer e-commerce.
- Ownership category
- akta.pro rank
Where Lunati is headquartered
LocationHeadquarters
- HQ city
- Olive Branch
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Lunati business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Direct Parts Sales: Direct e-commerce sales of performance automotive parts including crankshafts, connecting rods, valvetrain components, and tools. One-time purchase model with individual product transactions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual components and complete assemblies |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Lunati product offering
Product offeringCore offering
Lunati manufactures and sells high-performance engine components for racing, street performance, and off-road applications, with a primary focus on crankshafts and connecting rods supplemented by valve springs, rocker arms, pushrods, lifters, bearings, and engine-building tools. Products are sold direct-to-consumer via lunatipower.com and through phone orders, organized into branded series (Voodoo, Signature, Pro, Boosted, Lightweight, Sportsman) covering Chevrolet, Ford, GM LS, and Chrysler engine platforms.
Product overview
Lunati is a performance automotive parts manufacturer and brand under the Edelbrock Group, specializing in high-performance engine components for racing, street performance, and off-road applications. The core product portfolio centers on crankshafts and connecting rods as the primary offerings, supplemented by a comprehensive valvetrain component line including springs, rocker arms, pushrods, and lifters. Supporting products include bearings and specialty engine-building tools. All products are organized under branded series such as Voodoo (premium crankshafts), Signature Series, Pro Series, Boosted Series, Lightweight Series, and Racer Series, targeting various performance levels and applications. The company also offers apparel and merchandise branded with Lunati Power and Voodoo imagery.
Differentiator
Problem solved
Functional benefit
Companies that use Lunati
Customer profileSegments2 records
Ideal customer profiles2 records
Lunati technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Lunati partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Edelbrock GroupcoreLunati is a subsidiary/brand within the Edelbrock Group portfolio. The Edelbrock Group encompasses multiple performance automotive brands including Edelbrock, COMP Cams, FAST, Russell Performance, and TCI Automotive, all sharing distribution and operational infrastructure.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
Lunati competitors and assessment
Company assessmentDirect peers
- Eagle Specialty Products: The leading aftermarket H-beam and I-beam connecting rod manufacturer, directly competing with Lunati on connecting rods for Chevrolet, Ford, Chrysler and GM LS engine platforms in the same performance builder customer base.
- Scat Enterprises: Manufacturer of forged crankshafts, connecting rods, and complete rotating assemblies for performance street and racing engines, offering product lines that directly overlap Lunati's core crankshaft and rod portfolio.
- Callies Performance Products: Specialty manufacturer of forged steel crankshafts for high-performance and racing engines, competing head-to-head with Lunati's Voodoo and Signature Series crankshafts for V8 engine builders.
- Manley Performance Products: Performance aftermarket manufacturer of connecting rods, pistons, and valvetrain components, serving the same engine builder and racing customer segments as Lunati with overlapping product breadth.
- Brian Crower Industries: Manufacturer of crankshafts, connecting rods, camshafts, and valvetrain components for sport compact and domestic V8 performance engines, with similar product breadth and target customers.
- K1 Technologies: Manufacturer of billet and forged crankshafts, H-beam connecting rods, and pistons specifically marketed to performance engine builders using comparable 4340 forged steel construction.
- Molnar Technologies: Boutique manufacturer of billet and forged crankshafts and connecting rods for high-horsepower street and racing engines, addressing the same premium end of the rotating assembly market as Lunati's Voodoo line.
- Trend Performance: Manufacturer of performance valvetrain components including rocker arms, pushrods, and valve spring assemblies, directly overlapping with Lunati's spring, rocker arm, and pushrod product lines.
- COMP Cams: Sister brand within the Edelbrock Group specializing in camshafts and valvetrain components (lifters, rocker arms, valve springs) that overlap directly with Lunati's valvetrain SKUs and serve the same performance engine builder market.
Broad incumbents
- Holley Performance Products: Larger performance aftermarket brand spanning carburetion, EFI, ignition, and select rotating assembly components, providing broader portfolio competition and brand cross-shopping against Lunati among performance enthusiasts.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Lunati social profiles
Digital presenceLunati financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lunati leadership team
Management profileNumber of profiles
Lunati funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lunati M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lunati
What does Lunati do?
Lunati manufactures and sells high-performance engine components for racing, street performance, and off-road applications, with a primary focus on crankshafts and connecting rods supplemented by valve springs, rocker arms, pushrods, lifters, bearings, and engine-building tools. Products are sold direct-to-consumer via lunatipower.com and through phone orders, organized into branded series (Voodoo, Signature, Pro, Boosted, Lightweight, Sportsman) covering Chevrolet, Ford, GM LS, and Chrysler engine platforms.
Is Lunati a public or private company?
Lunati is a private company. It is classified as corporate owned and is currently operating.
When was Lunati founded?
Lunati was founded in 1969. It employs 1 to 10 people.
Where is Lunati based?
Lunati is headquartered in Olive Branch, United States, in the North America region.
How does Lunati make money?
One revenue line is on record: direct Parts Sales.
Who are Lunati's main competitors?
Direct peers on record are Eagle Specialty Products, Scat Enterprises, Callies Performance Products, Manley Performance Products, Brian Crower Industries, K1 Technologies, Molnar Technologies, Trend Performance and COMP Cams. Holley Performance Products is listed as a broad incumbent.
Does Lunati have an API?
No public API is recorded for Lunati.