What Vintage Auto Garage does

Vintage Auto Garage LLC is a specialty direct-to-consumer e-commerce retailer headquartered in San Ramon, California, focused on electrical system components and 6V-to-12V conversion solutions for vintage American automobiles and trucks (primarily 1928-1964). The company's flagship proprietary offering is a 12-to-6 volt voltage reducer engineered by co-founder Nathan Grohn, which allows original-equipment 6-volt gauges (oil, gas, temperature) to function correctly in vehicles that have been upgraded to 12-volt electrical systems. The product portfolio also encompasses complete vehicle-specific 12V conversion kits, starters, alternators, ignition systems (electronic and points-type, including PerTronix Ignitor modules), wiring harnesses (American Autowire, Painless), Borg Warner overdrives, Delco Remy tune-up parts, and reference materials spanning more than 20 vintage vehicle makes. The company was founded in 2011 by Jay Johnson after he encountered difficulty sourcing quality conversion parts during the restoration of his own 1940 Ford sedan.

The business operates a BigCommerce-powered online storefront with vehicle-specific catalog navigation, a lightbulb finder tool, and worldwide shipping in 13 currencies (USD, CAD, NOK, AUD, SEK, GBP, ANG, CHF, EUR, NZD, MXN, JPY, ZAR). Pricing is transactional and ranges from under $10 for individual components to $595-$1,008.90 for popular conversion kits, with premium Cadillac/Lincoln kits exceeding $100,000; there is no subscription or recurring revenue model. Marketing is conducted through a multi-channel mix including YouTube how-to content, social media (Facebook, Instagram, Pinterest, X), a branded email newsletter (the Garage List), downloadable technical guides, and toll-free phone support. Authorized retailer partnerships with American Autowire, PerTronix, Delco Remy, Borg Warner, Painless, Power Master, Moroso, Top Street Performance, Autolite, and United Pacific Industries underpin the SKU breadth. The company is privately held, founder-owned, and employs 1-10 people; no institutional funding, M&A activity, or AI/ML capabilities were disclosed.

Name

Vintage Auto Garage

Legal name

Vintage Auto Garage LLC

Website

https://vintageautogarage.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

Vintage Auto Garage is a specialty e-commerce retailer of electrical components and 6V-to-12V conversion kits for vintage American vehicles (1928-1964), serving hobbyist restorers and independent restoration shops worldwide through a direct-to-consumer BigCommerce storefront.

Ownership category

akta.pro rank

Product category

Classic Car Auto Parts & Electrical Components

NAICS

Automotive Parts and Accessories Retailers (44133), Motor Vehicle Electrical and Electronic Equipment Manufacturing (33632)

SIC

Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Aftermarket Drivetrain & Powertrain Components Manufacturing (Clutches/CV Axles/Alternators/Starters) (IMACANAD)

akta.pro secondary industry

Passenger Vehicle Electrical & Electronics Manufacturing (ICE) (IMACAAAK)

Keywords

• Classic car parts
• 12V conversion kits
• Vintage auto electrical
• Automotive restoration parts
• 6V to 12V conversion

Headquarters

HQ city

San Ramon

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: One-time sale of automotive electrical parts and conversion kits through e-commerce platform. No subscription or recurring revenue model. Products include starters, alternators, conversion kits, ignition components, wiring harnesses, and electrical accessories for vintage American vehicles.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Vintage Auto Garage is a direct-to-consumer e-commerce retailer specializing in electrical system components for vintage American cars and trucks (1928-1964), with a core focus on 6V-to-12V conversion kits, proprietary voltage reducers, starters, alternators, ignition systems, wiring harnesses, and specialty electrical parts for 20+ vintage vehicle brands including Chevrolet, Ford, Mercury, Lincoln, Cadillac, Buick, Dodge, Chrysler, Plymouth, Pontiac, Oldsmobile, Studebaker, Packard, Hudson, GMC, Jeep, Kaiser-Frazer, IHC trucks, DeSoto, and Thunderbird.

Product overview

Vintage Auto Garage is a specialized e-commerce retailer of electrical system components for classic American cars and trucks, primarily serving the 6V-to-12V conversion market. The company was founded when founder Jay Johnson, restoring a 1940 Ford sedan, partnered with electrical designer Nathan Grohn to create a 12-to-6 volt voltage reducer that allowed original gauges to work in upgraded systems. The core offering centers on voltage reducers and comprehensive 12-volt conversion kits for 20+ vintage vehicle brands (1928-1964), complemented by starters, alternators, ignition systems (distributors, coils, PerTronix electronic ignition), wiring harnesses (American Autowire, Painless), Borg Warner overdrives, Delco Remy parts, battery cables, and shop manuals. Products are distributed through an e-commerce platform supporting international shipping in 13 currencies.

Differentiator

Problem solved

Functional benefit

Brands

• Vintage Auto Garage: The company's own branded products including voltage reducers, ignition coils, and battery cables sold under the Vintage Auto Garage private label.

Products and services

• 6V to 12V Voltage Reducers
• 12 Volt Conversion Kits
• Starters
• Alternators
• Ignition Systems
• Wiring Harnesses and Electrical Components
• Shop Manuals and Specification Charts
• Light Bulbs

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core.

• American AutowirecoreTechnology or IntegrationAmerican Autowire provides wiring kits and harnesses for vintage vehicles. Vintage Auto Garage serves as an authorized retailer of American Autowire products, offering Highway 22 Plus, Route 9 Universal, Classic Update, and Power Plus Series wiring systems for various classic car applications.
• PertronixcoreTechnology or IntegrationPerTronix provides electronic ignition systems, coils, and spark products. Vintage Auto Garage carries Pertronix Ignitor modules, coils (40,000 volt chrome, 1.5 ohm, .6 ohm variants), and related ignition components for vintage vehicle applications.
• Delco RemycoreTechnology or IntegrationDelco Remy provides original-style ignition components including distributors, caps, rotors, points, condensers, and tune-up kits. Vintage Auto Garage offers Delco Remy products for GM applications and other vintage vehicle makes.
• PainlesscoreTechnology or IntegrationPainless wiring kits and electrical systems for classic vehicles. Vintage Auto Garage is an authorized reseller of Painless Performance Products wiring solutions.

Scale indicators1 record

Recent moves4 records

Expansion highlights4 records

Direct peers

• Classic Industries: Largest US-based mail-order/e-commerce specialist for restoration parts for Chevrolet, GM, Ford, Mopar, and AMC classic vehicles. Directly comparable to Vintage Auto Garage in target customer (classic car restorers), product category (restoration electrical and trim), and DTC e-commerce distribution model.
• Classic Parts: Online catalog retailer specializing in restoration and replacement parts for vintage Chevrolet, Ford, and Mopar cars and trucks. Direct overlap with Vintage Auto Garage on customer base, product mix (electrical, ignition, restoration parts), and ecommerce-only distribution.
• LMC Truck: Specialist retailer of restoration parts for 1947-1987 Chevrolet and GMC trucks. Direct peer to Vintage Auto Garage's IHC and GM truck focus in vintage vehicle restoration, with overlapping electrical and ignition product categories and same DTC catalog model.
• Year One: Established mail-order and online retailer of restoration parts for muscle cars, classic GM, Ford, and Mopar vehicles. Direct competitor to Vintage Auto Garage in the classic American car parts DTC category, with overlapping electrical, interior, and exterior restoration product lines.
• National Parts Depot (NPD): Major classic Ford, GM, and Mopar restoration parts retailer operating via catalogs and e-commerce. Direct peer to Vintage Auto Garage — same vintage American car restoration customer, similar product breadth across electrical, interior, and exterior parts.
• Mac's Antique Auto Parts: Specialist in antique Ford and early GM restoration parts with a strong catalog and online presence. Direct comparable to Vintage Auto Garage's vintage Ford/Chevy focus, serving the same restorer customer with similar part categories including ignition, wiring, and engine components.

Others

• Painless Performance Products: Manufacturer and retailer of aftermarket wiring harnesses and electrical systems for classic vehicles. Included as a peer because Painless is one of Vintage Auto Garage's core authorized-reseller brand partners, making it both a supplier and a partial competitor on wiring products.

Emerging players

• Eastwood Company: Specialist in automotive restoration tools, paints, and supplies targeted at classic car and hot rod restorers. Adjacent to Vintage Auto Garage — same end customer but a different product mix (tools/finishing chemicals vs. electrical components), with comparable direct-to-consumer e-commerce approach.

Broad incumbents

• Speedway Motors: Major US retailer of hot rod, street rod, and vintage vehicle parts including electrical, ignition, and chassis categories. Broader scope than Vintage Auto Garage but directly competes for the hobbyist restorer's basket on overlapping product lines.
• Summit Racing Equipment: Largest US specialist retailer of performance and racing parts including vintage restoration, hot rod, and muscle car categories. Broader portfolio than Vintage Auto Garage but overlapping customer and overlapping catalog on electrical, ignition, and conversion-related SKUs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/vintageautopart
• YouTubeyoutube.com/@vintageautogarage3461
• Facebookfacebook.com/vintageAutoGarageLLC
• Instagraminstagram.com/vintageautogarage
• LinkedInlinkedin.com/company/vintage-auto-garage-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Vintage Auto Garage