Simoni Racing
Simoni Racing is a family-owned Italian aftermarket automotive accessories company, founded 1987, that designs and distributes sport interior, exterior, lighting, performance, and sim racing products to car enthusiasts, resellers, and retail chains via DTC e-commerce and a B2B portal.
- Company typePrivate
- Founded1987
- HeadquartersMirabello, Italy
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Simoni Racing does
Simoni Racing S.p.A. is a family-owned Italian automotive aftermarket accessories company founded in 1987 by Filippo Simoni and headquartered in Mirabello, in the province of Ferrara, Italy. The company designs, manufactures, and distributes a broad catalog of sport and performance-oriented vehicle accessories across nine product categories — Sport Interior, Sport Exterior, High Performance Lighting, Performance (including wheel spacers, air filters, mufflers, and exhaust tips), Sport Seats, Steering Wheels, Gaming (sim racing), Vintage accessories, and Gadget & Merchandising — organized under six sub-brands (Digital Line, Black Line, Avantgarde Line, Silver Line, Chrome Rim Line, SR Line gauges). Its most technology-forward SKU, the Head Up Display Six, is an OBDII/GPS-based connected accessory; the remainder of the catalog is mechanical or cosmetic in nature.
The company serves three distinct customer groups: car enthusiasts and tuners buying direct, automotive resellers and retail-chain partners buying wholesale, and the sim racing/gaming community purchasing Gaming-category products. Revenue is generated through unit-based pricing across two parallel channels — a consumer-facing e-commerce site at simoniracing.com with flat-rate international shipping, and a dedicated B2B reseller portal at b2b.simoniracing.com — supplemented by distribution through specialized automotive retail chains. Marketing relies on owned social channels (YouTube, Facebook, Instagram, TikTok), Mailchimp email, brand ambassadors, annual printed catalogs, and Trustpilot reputation management. Operational leadership has transitioned to Alan Simoni, the founder's son, while the company remains privately held with no external funding rounds disclosed; financial support has consisted of small Italian public grants covering post-earthquake reconstruction, energy efficiency, digitalization, and COVID-era relief.
Simoni Racing firmographics
Firmographics- Name
- Simoni Racing
- Legal name
- Simoni Racing S.p.A.
- Website
- https://simoniracing.com
- Company type
- Private
- Founded year
- 1987
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Simoni Racing is a family-owned Italian aftermarket automotive accessories company, founded 1987, that designs and distributes sport interior, exterior, lighting, performance, and sim racing products to car enthusiasts, resellers, and retail chains via DTC e-commerce and a B2B portal.
- Ownership category
- akta.pro rank
Simoni Racing industry classification
Industry- Product category
- Automotive Aftermarket Accessories
- NAICS
- Automotive Parts, Accessories, and Tire Retailers (4413), Automotive Parts and Accessories Retailers (44133)
- SIC
- Motor Vehicle Parts & Accessories (3714), Wholesale-Motor Vehicle Supplies & New Parts (5013)
- akta.pro primary industry
- Motorsports & Powersports Gear & Accessories Retail (CRAMABAN)
- akta.pro secondary industry
- Sports Collectibles, Fan Gear & Licensed Merchandise Retail (CRAMABAO)
Keywords
Where Simoni Racing is headquartered
LocationHeadquarters
- HQ city
- Mirabello
- HQ country
- Italy
- HQ region
- Europe
Offices1 record
Markets served
Simoni Racing business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Product Sales (E-commerce B2C): Simoni Racing generates revenue through direct-to-consumer sales via its e-commerce website, offering universal car accessories and motorsport components to individual car enthusiasts and racing enthusiasts. Products include sport steering wheels, racing seats, performance parts, lighting, and gadgets with pricing ranging from budget to premium tiers.
- B2B Reseller Sales: The company operates a dedicated B2B portal (b2b.simoniracing.com) for resellers and dealers in the automotive aftermarket. This channel targets specialized automotive retailers and installers who purchase Simoni Racing products for resale or installation services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Consumer E-commerce Pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Simoni Racing product offering
Product offeringCore offering
Simoni Racing designs, manufactures, and distributes universal car accessories and motorsport components, including sport steering wheels, racing seats, wheel spacers, high-performance air filters, LED lighting systems, sports mufflers with exhaust tips, automotive gauges, and gauge holders. The company sells its own branded product line through a direct-to-consumer e-commerce store, a dedicated B2B reseller portal, and via specialized automotive retail chains, primarily serving car enthusiasts and automotive resellers in Europe with international shipping.
Product overview
Simoni Racing is an Italian automotive accessories and motorsport components company founded in 1987, offering universal car accessories and custom parts for car and performance enthusiasts. The product portfolio is organized across multiple categories: Sport Interior (steering wheels, sport seats), Sport Exterior, High Performance Lighting (LED systems), Performance (wheel spacers, air filters, mufflers, exhaust tips), Gaming (sim racing seats), Vintage accessories, Gadget & Merchandising, and an Outlet section. A specialized sub-range includes automotive gauges and instruments organized into branded lines (Digital Line, Black Line, Avantgarde Line, Silver Line, Chrome Rim Line, and SR Line), plus Head Up Display devices and gauge holders. The exhaust components sub-range covers mufflers, silencers, catalytic converters, and related hardware. The company also publishes a physical and digital catalog updated annually and operates a B2B reseller portal.
Differentiator
Problem solved
Functional benefit
Products and services
- Sport Interior accessories
Companies that use Simoni Racing
Customer profileSegments4 records
Ideal customer profiles4 records
Simoni Racing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature3 records
Simoni Racing partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered flagship and minor.
- Universal PicturesflagshipSimoni Racing has maintained an ongoing collaboration with Universal Pictures for the preparation of vehicles featured in the Fast & Furious film saga. This partnership involves creating custom vehicles for the popular movie franchise, providing significant brand visibility internationally through the entertainment industry.
- Buymod CarsminorPartner automotive customization company featured on Simoni Racing website with reciprocal link, indicating collaborative relationship in the automotive accessories ecosystem.
- StraforteminorPartner automotive company listed on Simoni Racing website, indicating collaborative commercial relationship within the automotive accessories and customization sector.
- AsugaminorPartner automotive company listed on Simoni Racing website, indicating collaborative commercial relationship within the automotive accessories and customization sector.
- ApartsminorPartner automotive company listed on Simoni Racing website, indicating collaborative commercial relationship within the automotive accessories and customization sector.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Simoni Racing competitors and assessment
Company assessmentDirect peers
- MOMO: Italian aftermarket brand specializing in sport steering wheels, racing seats and shifters. Closest comparable to Simoni Racing given the shared Italian heritage, universal-fit steering wheel range, and motorsport positioning.
- Sparco: Global motorsport component manufacturer producing racing seats, steering wheels, harnesses and safety equipment. Directly comparable product overlap with Simoni Racing's seats, steering wheels and motorsport accessories.
- Sabelt: Italian producer of racing harnesses, seats, and motorsport safety equipment. Overlaps directly with Simoni Racing's sport seat and motorsport interior categories and shares the Italian OE-tier motorsport positioning.
- OMP Racing: Italian manufacturer of motorsport seats, steering wheels, harnesses and safety gear. Comparable to Simoni Racing on product categories (interior + safety-adjacent motorsport components) and Italian motorsport heritage.
- NRG Innovations: US-based aftermarket brand focused on steering wheels, quick-release hubs, and short shifters. Comparable to Simoni Racing on universal-fit steering wheel and hub accessories for the car-tuning segment.
Broad incumbents
- HKS: Japanese performance parts manufacturer covering exhaust, intake, electronics and styling across a broader portfolio. Comparable as a broader incumbent in performance aftermarket accessories with universal-fit products similar to Simoni Racing.
- Recaro Automotive: Established German manufacturer of performance and sports seats for OE and aftermarket. Comparable as a broad incumbent in the sport seat category that overlaps with Simoni Racing's sport seat line.
Emerging players
- Foliatec: European specialist in car styling accessories including interior trim, lighting accents and exterior detailing. Adjacent competitor to Simoni Racing's exterior, lighting and merchandising lines with narrower catalog breadth.
- Spec-D Tuning: US-based aftermarket retailer and brand offering universal styling, lighting and performance accessories. Comparable D2C e-commerce-led go-to-market and universal-fit product philosophy overlapping with Simoni Racing's catalog model.
Regional players
- Wiechers Racing: German specialist in roll cages, sport accessories and motorsport safety components. Comparable product overlap with Simoni Racing's motorsport interior/performance categories, primarily serving the German and DACH market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Simoni Racing social profiles
Digital presenceSimoni Racing compliance and trust
Trust signalCompliance1 record
Simoni Racing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Simoni Racing leadership team
Management profileNumber of profiles
Profiles2 records
Simoni Racing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Simoni 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 Simoni Racing
What does Simoni Racing do?
Simoni Racing designs, manufactures, and distributes universal car accessories and motorsport components, including sport steering wheels, racing seats, wheel spacers, high-performance air filters, LED lighting systems, sports mufflers with exhaust tips, automotive gauges, and gauge holders. The company sells its own branded product line through a direct-to-consumer e-commerce store, a dedicated B2B reseller portal, and via specialized automotive retail chains, primarily serving car enthusiasts and automotive resellers in Europe with international shipping.
Is Simoni Racing a public or private company?
Simoni Racing is a private company. It is classified as family owned and is currently operating.
When was Simoni Racing founded?
Simoni Racing was founded in 1987. It employs 11 to 50 people.
Where is Simoni Racing based?
Simoni Racing is headquartered in Mirabello, Italy, in the Europe region.
How does Simoni Racing make money?
Two revenue lines are on record. Product Sales (E-commerce B2C) is the primary driver. The others are B2B Reseller Sales.
Who are Simoni Racing's main competitors?
Direct peers on record are MOMO, Sparco, Sabelt, OMP Racing and NRG Innovations. Broad incumbents are HKS and Recaro Automotive. Emerging players are Foliatec and Spec-D Tuning. Wiechers Racing is listed as a regional player.
Does Simoni Racing have an API?
No public API is recorded for Simoni Racing.
What industry is Simoni Racing in?
Simoni Racing's product category is Automotive Aftermarket Accessories. Its primary akta.pro industry code is CRAMABAN, Motorsports & Powersports Gear & Accessories Retail, with a secondary code of CRAMABAO, Sports Collectibles, Fan Gear & Licensed Merchandise Retail. Its NAICS code is 4413 and its SIC code is 3714.