Lund Racing
Lund Racing is a US-based, privately held EFI tuning specialist providing custom ECU calibration for Ford performance vehicles (Mustang, F150, Explorer, Coyote swaps) via proprietary LRX/nGauge platforms and HP Tuners integrations, sold direct-to-consumer through lundracing.com and an authorized dealer network.
- Company typePrivate
- Founded-
- HeadquartersBottineau, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Lund Racing does
Lund Racing is a privately held US-based specialty automotive company that delivers custom engine calibration services and supporting performance hardware for Ford vehicles. The company operates primarily direct-to-consumer through its e-commerce storefront at lundracing.com, where customers configure vehicle-specific ECU tunes for Mustang (Ecoboost 2.3L, GT, Boss, Bullitt, Mach 1, GT350, GT500, Dark Horse), F150 (5.0L, Ecoboost, Raptor, Raptor R), and Explorer (Sport, ST) platforms, including Coyote Swap (Gen 1-3) and MoTeC-controlled builds. Tunes are delivered via flash devices including HP Tuners RTD4, SCT X4/BDX, and Lund Racing's proprietary LRX and nGauge platforms, with standard tune pricing starting at $325 and bundled hardware-plus-tune packages ranging $724-$924.
The underlying business model combines custom tuning (one-time license, $325 entry price with optional add-ons such as E85 tunes at +$250, intake manifold mods at +$150, and aftermarket cams at +$250), hardware resale (Injector Dynamics fuel injectors, Fluid Turbo Concepts exhaust manifolds and hotside kits up to $3,549, MAP and fuel pressure sensors, replacement nGauge parts), paid remote tuning sessions for power-adder vehicles (+$500), and Lund Racing branded apparel and merchandise ($9.99-$39). Distribution extends beyond the website through an authorized dealer network and through event-driven brand presence at competitions such as TX2K and Street Car Bragging Rights. Go-to-market motion is direct-to-consumer e-commerce supplemented by dealer relationships and event-driven community engagement, with marketing executed through Instagram, Facebook, YouTube, Twitter, LinkedIn, and email/newsletter channels.
Customer segments are horizontal within the Ford performance vertical: individual enthusiasts seeking to optimize daily drivers, weekend track cars, and heavily modified vehicles, plus amateur and professional racing teams requiring advanced calibration for high-horsepower builds. The company's value proposition centers on vehicle-specific custom calibration rather than generic off-the-shelf tunes, supported by Safety and Performance Reviews, free revisions within 6 months, and ongoing remote tuning support. Revenue mechanics are largely transactional with limited recurring components; headcount, financial, and ownership disclosures are absent from the public footprint.
Lund Racing firmographics
Firmographics- Name
- Lund Racing
- Legal name
- Lund Racing
- Website
- https://lundracing.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Lund Racing is a US-based, privately held EFI tuning specialist providing custom ECU calibration for Ford performance vehicles (Mustang, F150, Explorer, Coyote swaps) via proprietary LRX/nGauge platforms and HP Tuners integrations, sold direct-to-consumer through lundracing.com and an authorized dealer network.
- Ownership category
- akta.pro rank
Lund Racing industry classification
Industry- Product category
- Automotive Performance Tuning
- NAICS
- Motor Vehicle Electrical and Electronic Equipment Manufacturing (33632), Automotive Parts and Accessories Retailers (44133)
- SIC
- Instruments For Meas & Testing Of Electricity & Elec Signals (3825), Electronic & Other Electrical Equipment (No Computer Equip) (3600), Wholesale-Motor Vehicle Supplies & New Parts (5013)
- akta.pro primary industry
- Automotive ECUs/Control Modules & Embedded Electronics Manufacturing (IMACAJAC)
Keywords
Where Lund Racing is headquartered
LocationHeadquarters
- HQ city
- Bottineau
- HQ country
- United States
- HQ region
- North America
Markets served
Lund Racing business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Supply Chain
Revenue model
- Custom Tuning Services: Core revenue stream from selling custom ECU tunes for Ford vehicles. Customers purchase tune files delivered via flash devices (HP Tuners RTD4, nGauge, LRX, SCT X4/BDX) configured for their specific vehicle, modifications, and performance goals. Standard tunes start at $325, with bundled hardware packages ranging $724-$924.
- Performance Parts Sales: Sale of performance components including fuel injectors (ID1050-XDS, ID1300-XDS, ID1750-XDS), sensors (MAP 3.5 Bar Boost Sensor, Fuel Pressure Sensor), turbo components (Fluid Turbo Exhaust Manifolds, Hotside Kits), and tuning hardware accessories.
- Fluid Turbo Products: Resale of Fluid Turbo Concepts turbo kit components including exhaust manifolds ($2,250) and complete hotside kits ($3,549) for Coyote-powered vehicles.
- Support Services: Optional paid services including tune revisions, remote tuning sessions, and support services for non-standard tuning configurations.
- Device Repair/Replacement: Replacement PCB board sales ($199) for nGauge device repair, and device repair services for damaged tuning hardware.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard Custom Tune - No Flash Device Included |
| One time/ perpetual license | Pay-as-you-go | HP Tuners RTD4 Bundle with Custom Tune |
| One time/ perpetual license | Pay-as-you-go | Lund Racing LRX Bundle with Custom Tune |
| Unit Pricing | Pay-as-you-go | Replacement PCB Board for nGauge |
| Unit Pricing | Pay-as-you-go | Fluid Turbo Exhaust Manifolds |
| Unit Pricing | Pay-as-you-go | MAP 3.5 Bar Boost Sensor |
| Unit Pricing | Pay-as-you-go | Fuel Pressure Sensor 0 to 150 PSI |
| Unit Pricing | Pay-as-you-go | Fluid Turbo Hotside Kit |
| Unit Pricing | Pay-as-you-go | Lund Racing Branded Merchandise |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels8 records
Lund Racing product offering
Product offeringCore offering
Lund Racing provides vehicle-specific custom ECU tuning services for Ford performance vehicles (Mustang, F150, Explorer, Coyote Swap applications), delivered via flash devices including HP Tuners, SCT, and their proprietary LR nGauge and LRX platforms. The company also sells supporting performance parts (fuel injectors, sensors, turbo system components from Fluid Turbo Concepts), accessories for their tuning hardware, and branded apparel and merchandise.
Product overview
Lund Racing is an EFI tuning specialist offering vehicle-specific custom tuning services for Ford vehicles (Mustang, F150, Explorer, Coyote Swap applications). The core offering consists of custom tuning delivered via flash devices (HP Tuners, SCT, LR nGauge, LRX) paired with performance parts (injectors, sensors, turbo components) and branded merchandise. Services include standard tuning, remote tuning sessions for power adder applications, and Lund Assurance quality program. Supported platforms span Mustang models (Ecoboost 2.3L, GT, Boss, Bullitt, Mach 1, GT350, GT500, Dark Horse), F150 trucks (5.0L, Ecoboost 2.7L, Ecoboost 3.5L, Raptor, Raptor R), and Explorer (Sport, ST).
Differentiator
Problem solved
Functional benefit
Products and services
- Custom Tuning Services
Companies that use Lund Racing
Customer profileSegments2 records
Ideal customer profiles2 records
Lund Racing technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature4 records
Lund Racing partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- MoTeCcoreMoTeC is used by Lund Racing for advanced racing applications and competition vehicles. The company has MoTeC-based tuning services for vehicles like the Fox Body Mustang and has achieved racing victories using MoTeC M150 engine management systems.
- HP TunerscoreHP Tuners is a key technology partner providing hardware platforms (RTD4, MPVI2/3/4, nGauge) that Lund Racing uses to deliver custom tunes to customers. Lund Racing is an authorized tuning provider for HP Tuners hardware.
- Fluid Turbo ConceptscoreLund Racing resells Fluid Turbo Concepts products including exhaust manifolds and hotside kits for Coyote turbo applications. These are featured on Lund Racing's website as complementary products to their tuning services.
- Injector DynamicsminorInjector Dynamics products (ID1050-XDS, ID1300-XDS, ID1750-XDS) are sold through Lund Racing as recommended fuel system upgrades for tuned vehicles requiring increased fuel flow.
- Fast Forward Race EnginesminorFast Forward Race Engines builds Coyote engines used in Lund Racing competition vehicles (referenced in racing posts as 'DeeSpeed99' and 'Grey Goose' builds).
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
Lund Racing competitors and assessment
Company assessmentEmerging players
- Boost District: Boost District offers Ford Coyote and EcoBoost tuning and turbo packages via a direct-to-consumer e-commerce model. It overlaps with Lund Racing on Mustang and F150 turbo build customers but is smaller and less established.
- MoTeC: MoTeC supplies the M150 and other motorsport-grade engine management systems that Lund Racing supports and integrates for advanced builds. It is both a technology partner and a competitor at the high-end racing ECU tier.
Direct peers
- DiabloSport: DiabloSport produces inTune and Trinity tuning devices with custom tunes for Ford, GM, and Dodge performance vehicles. It competes for the same enthusiast dollar with a multi-OEM footprint that Lund Racing lacks.
- Steeda Autosports: Steeda is a long-established Ford performance parts and tuning company selling suspension, drivetrain, and calibration products for Mustang and F150. It overlaps directly with Lund Racing's enthusiast customer base and competes on both parts and tuning.
- AED Performance: AED Performance is a well-known Ford tuning shop offering custom tunes, built engines, and high-horsepower Coyote packages. It competes with Lund Racing for serious Ford build customers and racing teams.
- Bama Performance (AmericanMuscle): Bama Performance sells custom Mustang and F150 tunes via an e-commerce model almost identical to Lund Racing, with vehicle-specific tunes delivered through flash devices and bundled hardware. It targets the same Ford performance enthusiast buyer with comparable pricing tiers.
- HP Tuners: HP Tuners manufactures the RTD4 and MPVI2/3/4 flash devices that Lund Racing relies on, and also operates its own authorized custom tuning network for Ford vehicles. It is simultaneously a key technology partner and the closest direct competitor in the Ford ECU tuning category.
- SCT Performance: SCT provides the X4 and BDX tuning devices that Lund Racing integrates with, and SCT's own custom tune programs cover Ford Mustang and F150. It is a direct competitor on device platform and a partner for tune delivery.
Broad incumbents
- Cobb Tuning: Cobb Tuning is a major aftermarket tuning brand with the Accessport device and Accesstuner software covering Subaru, Ford, Toyota, and other platforms. It is a broader incumbent than Lund Racing but overlaps on the Ford EcoBoost and Mustang customer base.
Others
- Injector Dynamics: Injector Dynamics supplies the ID1050-XDS, ID1300-XDS, and ID1750-XDS fuel injectors that Lund Racing resells alongside its tunes. It is a channel partner and complementary product vendor rather than a direct tuner competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Lund Racing social profiles
Digital presenceLund Racing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lund Racing leadership team
Management profileNumber of profiles
Profiles1 record
Lund Racing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lund Racing 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 Lund Racing
What does Lund Racing do?
Lund Racing provides vehicle-specific custom ECU tuning services for Ford performance vehicles (Mustang, F150, Explorer, Coyote Swap applications), delivered via flash devices including HP Tuners, SCT, and their proprietary LR nGauge and LRX platforms. The company also sells supporting performance parts (fuel injectors, sensors, turbo system components from Fluid Turbo Concepts), accessories for their tuning hardware, and branded apparel and merchandise.
Is Lund Racing a public or private company?
Lund Racing is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Lund Racing founded?
Lund Racing was founded in -1. It employs 1 to 10 people.
Where is Lund Racing based?
Lund Racing is headquartered in Bottineau, United States, in the North America region.
How does Lund Racing make money?
Five revenue lines are on record. Custom Tuning Services are the primary driver. The others are performance Parts Sales, fluid Turbo Products, support Services and device Repair/Replacement.
Who are Lund Racing's main competitors?
Emerging players on record are Boost District and MoTeC. Direct peers are DiabloSport, Steeda Autosports, AED Performance, Bama Performance (AmericanMuscle), HP Tuners and SCT Performance. Cobb Tuning is listed as a broad incumbent. Injector Dynamics is listed as an others.
Does Lund Racing have an API?
No public API is recorded for Lund Racing.
What industry is Lund Racing in?
Lund Racing's product category is Automotive Performance Tuning. Its primary akta.pro industry code is IMACAJAC, Automotive ECUs/Control Modules & Embedded Electronics Manufacturing. Its NAICS code is 33632 and its SIC code is 3825.