IAG Performance
IAG Performance is a privately held Subaru-specialty manufacturer and DTC retailer of aftermarket performance parts, selling its proprietary IAG Parts line (oiling systems, engine mounts, closed-deck short blocks) alongside curated third-party brands to Subaru enthusiasts across the US.
- Company typePrivate
- Founded2004
- HeadquartersWestminster, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What IAG Performance does
IAG Performance is a privately held specialty manufacturer and direct-to-consumer retailer of high-performance aftermarket parts, operating exclusively within the Subaru vehicle ecosystem. Founded in 2004 and headquartered in Westminster, Maryland, the company employs 51-100 people and runs a BigCommerce storefront at iagperformance.com supplemented by a dealer-locator network. Its core manufactured product line, marketed under the proprietary "IAG Parts" brand, centers on engine oiling systems (Air/Oil Separators, blueprinted Stage 1 and Stage 2 oil pumps, V2 oil pickups, Street and Competition oil pans), performance engine mounts offered in four durometer tiers, and closed-deck short blocks rated at 750 BHP and 950 BHP for EJ25 platforms and 600 BHP for FA20 DIT applications.
The business combines in-house CNC machining of proprietary IAG components with distribution of curated third-party brands (COBB Tuning, GrimmSpeed, Mishimoto, StopTech, Radium Engineering, aFe, GReddy, Blouch) across categories including turbos, fuel systems, cooling, drivetrain, suspension, brakes, and exterior. Pricing ranges from sub-$50 accessories to $4,724-$5,849 short-block assemblies and $322-$382 pre-packaged 60K-mile service kits. Revenue mechanics are transactional one-time hardware sales plus higher-value custom engine build quotes and non-refundable service/tuning deposits; a 10% military and first responder discount and free shipping over $249 in the US 48 are the principal customer-acquisition incentives.
The company serves two stated segments: Subaru performance enthusiasts (primary — WRX, STI, BRZ/FR-S/86, Forester XT, Legacy GT, Outback XT, Crosstrek owners spanning 2002-2025 model years) and military/first responders (secondary). Marketing is digital-first through the theiagchannel YouTube, an educational blog, email newsletters, and seasonal sales events. The website also references "IAG Ford Support," an early exploratory signal beyond the Subaru-exclusive brand identity. No VC/PE investment, acquisitions, or public ownership events are disclosed.
IAG Performance firmographics
Firmographics- Name
- IAG Performance
- Legal name
- IAG Performance
- Website
- https://iagperformance.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- IAG Performance is a privately held Subaru-specialty manufacturer and DTC retailer of aftermarket performance parts, selling its proprietary IAG Parts line (oiling systems, engine mounts, closed-deck short blocks) alongside curated third-party brands to Subaru enthusiasts across the US.
- Ownership category
- akta.pro rank
IAG Performance industry classification
Industry- Product category
- Aftermarket Automotive Performance Parts
- NAICS
- Motor Vehicle Parts Manufacturing (3363), Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (33633), Motor Vehicle Gasoline Engine and Engine Parts Manufacturing (336310)
- SIC
- Motor Vehicle Parts & Accessories (3714), Wholesale-Motor Vehicle Supplies & New Parts (5013)
- akta.pro primary industry
- Aftermarket Performance & Tuning Products Manufacturing (Intakes/Turbos/ECU Tuners/Superchargers) (IMACANAN)
- akta.pro secondary industries
- Automotive Accessories & Aftermarket DTC (CRAFACAK), Aftermarket Suspension & Steering Components Manufacturing (Shocks/Struts/Bushings/Tie Rods) (IMACANAC)
Keywords
Where IAG Performance is headquartered
LocationHeadquarters
- HQ city
- Westminster
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
IAG Performance business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Direct E-commerce Product Sales: One-time purchase model for automotive performance parts and accessories. Customers purchase individual components or complete engine packages through the website. Products range from small accessories ($10-$50) to major engine assemblies ($4,000-$6,000+).
- Custom Engine Build Services: Custom build quote service for complete engine assembly and installation. Higher-value transactions with personalized pricing.
- Service Appointments: Canceled service appointments with deposits are non-refundable. Tuning deposits are non-refundable.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Aftermarket Performance Parts |
| Unit Pricing | Pay-as-you-go | Service/Maintenance Packages |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
IAG Performance product offering
Product offeringCore offering
IAG Performance designs, manufactures, and sells aftermarket performance parts exclusively for Subaru vehicles under its proprietary IAG Parts brand. Core offerings include Air/Oil Separator systems, blueprinted and CNC-ported oil pumps, V2 oil pickups, Street and Competition Series oil pans, multi-durometer engine mount sets (Comfort/Street/Competition/Race), and closed-deck engine short blocks rated from 600-950 BHP. Products are sold direct-to-consumer via its own e-commerce storefront and through a domestic dealer network.
Product overview
IAG Performance is a specialty e-commerce retailer and manufacturer of Subaru performance parts operating as both a direct seller of proprietary IAG Parts products and an authorized distributor of third-party performance brands. The product portfolio centers on IAG's manufactured components—particularly engine oiling systems (AOS, oil pumps, oil pickups, oil pans), engine mounts (Comfort/Street/Competition/Race Series), and closed-deck short blocks (750-950 BHP)—complemented by curated third-party brands including COBB Tuning, GrimmSpeed, Mishimoto, StopTech, and Radium Engineering. The company serves Subaru enthusiasts from daily drivers to competition builds across WRX, STI, BRZ/FR-S/86, Forester, Legacy, Outback, and Crosstrek platforms spanning 2002-2025 model years.
Differentiator
Problem solved
Functional benefit
Brands
- IAG Parts: House brand of performance parts including engine components, oiling systems, engine mounts, suspension parts, and accessories for Subaru vehicles.
Products and services
- IAG Air/Oil Separator (AOS) Systems Air/oil separator systems that remove oil from crankcase gases before recirculation, protecting engine components from oil contamination. Available for various Subaru models including WRX (2002-2024), STI (2004-2021), Forester XT, Legacy GT, Outback XT, and Outback Wilderness, in multiple color options (black, red).
- IAG Oil Pumps (Stage 1 and Stage 2) Performance oil pumps for EJ25 engines including Stage 1 Blueprinted and Stage 2 CNC Ported 11mm variants. Stage 1 features blueprinted assembly for improved oil pressure while Stage 2 adds CNC porting for increased flow.
- IAG V2 Oil Pickup Tubes V2 oil pickup tubes designed to reduce risk of oil starvation during high-performance driving. Available for EJ25 engines (2002-2021 STI, 2002-2014 WRX) and FA20 engines (2015-2021 WRX, 2013-2020 BRZ/FR-S/86).
- IAG Oil Pans (Street Series and Competition Series) Performance oil pans for EJ engines available in Street Series (for daily/street performance) and Competition Series (for track/competition use). Features include improved oil capacity and baffling to prevent oil starvation under hard cornering.
- IAG Engine Mounts (Comfort, Street, Competition, Race Series) Engine mount sets with varying durometer ratings: Comfort Series (55A) for daily driving, Street Series (75A) for spirited driving, Competition Series (90A) for track use, and Race Series (solid) for competition applications. Available for multiple Subaru platforms including 2002-2007 WRX, 2008-2014 WRX, 2015-2021 WRX, and 2022+ WRX with FA engines. CNC machined billet aluminum components.
- IAG Closed Deck Short Blocks Complete engine short blocks with closed-deck construction for increased strength. Offerings include 750 BHP EJ25 for WRX/STI/LGT/FXT, 950 BHP EJ25 for high-horsepower builds, and 600 BHP FA20 DIT for 2015-2021 WRX.
- Custom Engine Build Quote Service Custom build quote service for complete engine assembly, with personalized pricing and custom payment options for higher-value engine builds.
Quantifiable outcome
- 750 BHP and 950 BHP rated short blocks for EJ25 engines; 600 BHP rated short block for FA20 DIT engines
Companies that use IAG Performance
Customer profileSegments2 records
Ideal customer profiles2 records
IAG Performance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
IAG Performance partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights4 records
IAG Performance competitors and assessment
Company assessmentDirect peers
- Killer B Motorsport: Killer B Motorsport is a Subaru-specialist manufacturer of high-performance oiling system components (oil pans, windage trays, baffles) and headers. It is a direct substitute for IAG's oiling-system SKUs and competes for the same Subaru performance enthusiast buyer.
- COBB Tuning: COBB Tuning is a leading aftermarket performance parts and tuning company with deep Subaru coverage (access ports, intakes, downpipes, intercoolers). It is both a direct competitor to IAG's proprietary products and a third-party brand that IAG distributes, making it the closest peer in product, customer base, and channel overlap.
- Crawford Performance: Crawford Performance is a long-running Subaru-specific aftermarket brand specializing in air/oil separators, engine builds, and performance services. It is one of the closest single-platform specialists to IAG, addressing the same oiling-system and reliability pain points.
- Perrin Performance: Perrin Performance is a manufacturer and retailer of aftermarket parts primarily focused on Subaru (WRX/STI/Forester/BRZ) and adjacent platforms. Its product mix (intakes, downpipes, exhausts, cooling, engine components) and direct-to-consumer e-commerce model closely parallel IAG's approach.
- Radium Engineering: Radium Engineering designs and manufactures fuel system, oiling, and catch-can components for performance and motorsport applications. Its product portfolio (fuel rails, AOS, oil pans, swirl tanks) directly overlaps with IAG's proprietary IAG Parts oiling-system SKUs.
- GrimmSpeed: GrimmSpeed is a Subaru-specialty performance parts manufacturer offering intakes, up-pipes, headers, and boost control products. It mirrors IAG's vertical specialization in the Subaru enthusiast market and is also a brand IAG distributes alongside its own IAG Parts line.
Broad incumbents
- StopTech: StopTech is a major performance brake systems manufacturer (big brake kits, rotors, pads) sold across many vehicle platforms. IAG distributes StopTech brake products to its Subaru customer base, making it a relevant peer via channel overlap and enthusiast customer base.
- Tomei Powered: Tomei is a Japanese performance parts manufacturer offering engine internals, turbo kits, exhausts, and engine management — with significant Subaru WRX/STI coverage. It competes with IAG at the high-horsepower short-block and engine-build tier.
- Mishimoto: Mishimoto is a broad-line aftermarket performance parts manufacturer (cooling, intakes, oil catch cans, oil cooler kits) serving Subaru, Ford, Honda, and other enthusiast platforms. IAG both resells Mishimoto products and competes with it on overlapping Subaru SKUs.
- Cusco Japan: Cusco is a Japanese motorsport parts manufacturer with strong Subaru platform coverage including chassis bracing, suspension, drivetrain, and engine components. It competes with IAG in drivetrain and chassis categories and shares the Subaru enthusiast customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks7 records
Key highlights6 records
Customer concentration
IAG Performance social profiles
Digital presenceIAG Performance financial estimates
Financial estimateRevenue estimate
Valuation estimate
IAG Performance leadership team
Management profileNumber of profiles
IAG Performance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
IAG Performance 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 IAG Performance
What does IAG Performance do?
IAG Performance designs, manufactures, and sells aftermarket performance parts exclusively for Subaru vehicles under its proprietary IAG Parts brand. Core offerings include Air/Oil Separator systems, blueprinted and CNC-ported oil pumps, V2 oil pickups, Street and Competition Series oil pans, multi-durometer engine mount sets (Comfort/Street/Competition/Race), and closed-deck engine short blocks rated from 600-950 BHP. Products are sold direct-to-consumer via its own e-commerce storefront and through a domestic dealer network.
Is IAG Performance a public or private company?
IAG Performance is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was IAG Performance founded?
IAG Performance was founded in 2004. It employs 51 to 100 people.
Where is IAG Performance based?
IAG Performance is headquartered in Westminster, United States, in the North America region.
How does IAG Performance make money?
Three revenue lines are on record. Direct E-commerce Product Sales are the primary driver. The others are custom Engine Build Services and service Appointments.
Who are IAG Performance's main competitors?
Direct peers on record are Killer B Motorsport, COBB Tuning, Crawford Performance, Perrin Performance, Radium Engineering and GrimmSpeed. Broad incumbents are StopTech, Tomei Powered, Mishimoto and Cusco Japan.
Does IAG Performance have an API?
No public API is recorded for IAG Performance.
What industry is IAG Performance in?
IAG Performance's product category is Aftermarket Automotive Performance Parts. Its primary akta.pro industry code is IMACANAN, Aftermarket Performance & Tuning Products Manufacturing (Intakes/Turbos/ECU Tuners/Superchargers), with a secondary code of CRAFACAK, Automotive Accessories & Aftermarket DTC. Its NAICS code is 3363 and its SIC code is 3714.