Automotive Supply Company

What Automotive Supply Company does

Automotive Supply Company is a privately held, regional distributor of automotive parts and related services founded in 1928 and headquartered in Appleton, Wisconsin. The company operates 10 retail locations across Wisconsin (Appleton, Brillion, Fond du Lac, Green Bay, Kaukauna, New London, Oshkosh, Shawano, Waupaca) and Michigan (Menominee), serving both professional automotive technicians and individual consumers. It employs more than 100 people and maintains a fleet of over 70 vehicles dedicated to parts delivery.

The company's core offerings are organized around a three-pillar service model: (1) Parts and Delivery, covering consumables and components such as brake rotors, calipers, shocks and coils, and windshield wiper fluid; (2) Paint and Body supplies; and (3) Machining Services, an in-house machine shop that has operated for more than 85 years and provides precision engine-building capabilities not commonly available at competing parts retailers. Channels include in-store retail, an online storefront, special ordering for non-stocked SKUs, and direct fleet delivery to business customers.

Revenue mechanics are split across hardware sales (parts, paint, and body supplies) and professional services (precision machining). Pricing is not publicly disclosed beyond a "Quality Products at Great Prices" positioning. The company does not list named enterprise customers or distribution partners, indicating a long-tail customer mix dominated by regional repair shops, professional technicians, and walk-in consumers. There is no public reporting of revenue, funding history, or ownership structure; the firm appears independently owned and is GDPR- and CCPA-compliant in its data handling.

Name

Automotive Supply Company

Legal name

Automotive Supply Company

Website

https://automotivesupplyco.com

Company type

Private

Founded year

1928

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Automotive Parts and Supplies

NAICS

Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Maintenance, service & repair (MSR) parts distribution (filters, belts, hoses, wipers, fluids) (CRAOANAB)

akta.pro secondary industries

Paint, refinishing & body shop supplies distribution (coatings, abrasives, tools, consumables) (CRAOANAF), Mechanical replacement parts distribution (engine, drivetrain, steering, suspension, brakes) (CRAOANAA)

Keywords

• Automotive parts retail
• Auto parts supply
• Machine shop services
• Paint and body supplies
• Vehicle parts distribution

Headquarters

HQ city

Appleton

HQ country

United States

HQ region

North America

Offices11 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Others

Revenue model

1. Automotive Parts Sales: Retail and wholesale sale of automotive parts and supplies including brake rotors, calipers, shocks, coils, windshield wiper fluid, and other vehicle components
2. Paint and Body Supplies: Sale of automotive paint and body repair materials
3. Machining Services: Precision machining services for engine building and related automotive applications, operating for over 85 years

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Automotive Supply Company distributes automotive parts and supplies—including brake rotors, calipers, shocks and coils, windshield wiper fluid, and paint and body materials—through 10 retail locations across Wisconsin and Michigan, complemented by an in-house machine shop providing precision machining and engine building services that have operated for over 85 years. The company serves professional technicians, auto repair businesses, and individual consumers via in-store, online, and dedicated fleet-based delivery channels.

Product overview

Automotive Supply Company operates as a single-location-service model with its "3 Pillar Service" solution: Parts and Delivery, Paint and Body, and Machining Services. The company sells automotive parts including Brake Rotors, Calipers, Shocks and Coils, and Windshield Wiper Fluid through its 10 retail locations across Wisconsin, with supplementary services including Special Ordering and Online Ordering. The Machine Shop Services pillar has been operating for over 85 years and distinguishes the company with capabilities not available at other shops.

Differentiator

Problem solved

Functional benefit

Products and services

• Parts and Delivery

Segments3 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

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• AutoZone: AutoZone is a national retailer and distributor of automotive replacement parts, accessories, and maintenance items with thousands of stores and a strong commercial program. It overlaps directly with ASCO on MSR parts distribution to both DIY and professional customers in the same Wisconsin/Michigan geography.
• NAPA Auto Parts (Genuine Parts Company): NAPA is the largest network of independently owned automotive parts stores in North America, distributing new replacement parts, paint/refinishing supplies, and heavy-duty parts. It is a broad incumbent competing with ASCO in the same MSR and paint/body categories across Wisconsin and Michigan, but at vastly greater scale.
• Advance Auto Parts: Advance Auto Parts is a national retailer of automotive parts, accessories, batteries, and maintenance items serving professional and DIY customers. It competes directly with ASCO on MSR parts distribution and operates stores within ASCO's Wisconsin/Michigan service area.
• O'Reilly Auto Parts: O'Reilly is one of the largest U.S. auto parts retailers with a heavy focus on professional service-provider customers and dual-market distribution. It competes with ASCO for both counter sales and shop delivery across the Midwest, with stronger buying power and a larger SKU catalog.

Direct peers

• CARQUEST Auto Parts (Advance Auto Parts): CARQUEST is a parts distribution program run by Advance Auto Parts that supplies independent stores and professional installers. Its independent-store, professional-focused model is closely comparable to ASCO's positioning.
• Federated Auto Parts: Federated Auto Parts is a distribution and marketing cooperative serving independent automotive parts stores across North America. ASCO already operates a "Federated Link" on its site, indicating membership; Federated is therefore a direct comparable in business model — independent store with cooperative buying and shared branding.
• Factory Motor Parts: Factory Motor Parts is a regional distributor of automotive and heavy-duty parts serving professional installers across the Midwest and other U.S. regions. It competes with ASCO on parts distribution to repair shops in overlapping geographies and has a comparable multi-state branch model.
• Bumper to Bumper (O'Reilly-owned): Bumper to Bumper is a network of independent automotive parts stores supplied and supported by O'Reilly Auto Parts, focused on professional and DIY customers. It is highly comparable to ASCO in independent-store positioning and MSR parts distribution.

Emerging players

• Parts iD (PerTronix / automedia brands): Parts iD operates e-commerce-led automotive parts platforms serving both DIY and professional customers. It is comparable as a competitor in the same MSR parts category, but with a digital-first model that contrasts with ASCO's physical-store and fleet-based approach.

Regional players

• Martin Auto Parts: Martin Auto Parts is a family-owned regional distributor of automotive replacement parts serving the Midwest with multiple branch locations. It is comparable as a privately held, regional multi-branch parts distributor with a professional customer focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/automotivesupplycompany
• LinkedInlinkedin.com/company/automotive-supply-co

Compliance2 records

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 Automotive Supply Company