TracRac

What TracRac does

TracRac is a private US manufacturer of cargo management systems for pickup trucks, vans, and utility trucks, founded in 1994 and headquartered in Fall River, Massachusetts. The company operates with a headcount of 11-50 employees and focuses on racks, ladder systems, and storage solutions intended to expand usable cargo capacity for tradesmen, fleet operators, and consumer pickup owners.

TracRac sits in the work-truck accessory segment, which overlaps with broader vehicle cargo management categories. The available source material on adjacent product activity (Thule truck rack systems, Thule Revert bike rack for pickup trucks, hitch and roof bike carriers, rooftop tents, cargo boxes, and rooftop rack systems) indicates the wider category in which TracRac competes, though the input does not definitively establish an ownership or distribution relationship between TracRac and Thule Group. The referenced parent-company entry ("Thule Group") and ownership commentary both acknowledge that no specific ownership details for TracRac were confirmed in the source data.

Pricing is not publicly disclosed, and distribution appears to flow through specialty retailers and dealer/installer networks common to work-truck and outdoor lifestyle categories. The technology base is mechanical rather than digital: no app, no API, no disclosed software integrations, and no AI/ML components are present in the input. Marketing channels, when observable at the category level, emphasize organic social and content-driven activity-based engagement rather than direct enterprise sales motions.

Name

TracRac

Legal name

Thule Group

Website

http://www.tracrac.com/

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Truck Cargo Management Systems

NAICS

Motor Vehicle Body and Trailer Manufacturing (33621), Automotive Parts and Accessories Retailers (44133)

SIC

Truck & Bus Bodies (3713), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Truck Body & Upfit Manufacturing (Box/Dump/Service/Refuse) (IMACAGAC)

akta.pro secondary industries

Truck Body & Upfitting Manufacturing (Box Bodies/Service Bodies/Cranes/Liftgates) (IMACABAI), Automotive Parts, Tires & Workshop Supplies Marketplaces (CRAFAHAD)

Keywords

• Truck rack systems
• Cargo management systems
• Pickup truck accessories
• Utility truck racks
• Van roof racks

Headquarters

HQ city

Fall River

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Product Sales: One-time hardware sales of vehicle racks, cargo carriers, rooftop tents, bike trailers, backpacks, and outdoor gear to consumers. Primary revenue stream from direct e-commerce and dealer/retail sales.
2. Professional Services: Installation services through Thule Pro network of professional installers.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

TracRac designs, manufactures, and sells cargo management systems for pickup trucks, vans, and utility trucks. The company's product line includes truck rack systems, ladder racks, and accessories engineered to secure and transport tools, equipment, and work-related cargo for commercial and professional users. TracRac operates as a specialized brand within Thule Group's truck and commercial accessories portfolio.

Product overview

Thule offers a comprehensive portfolio of outdoor activity gear organized around active lifestyle activities including biking, hiking and trekking, travel and commute, active with kids, camping and van life, active with dogs, water sports, and skiing and snowboarding. The core product lines include roof racks and truck racks for mounting gear on vehicles, various bike carrier solutions (hitch-mounted and roof-mounted), rooftop tents and camping accessories, cargo carriers and roof boxes, bike trailers for children, and performance backpacks for laptops and outdoor activities. The company emphasizes its Thule Test Center where products undergo rigorous testing for safety and durability across extreme conditions including desert heat, arctic cold, crash tests, and UV exposure, with over 25 proprietary Thule standards.

Differentiator

Problem solved

Functional benefit

Products and services

• Truck Rack Systems Cargo management rack systems designed for pickup trucks, vans, and utility trucks to secure and transport tools, ladders, pipes, and other work-related equipment. Engineered for commercial-grade durability and load capacity.
• Van and Utility Truck Cargo Racks Cargo management rack systems designed for vans and utility trucks to maximize cargo space and secure work equipment. Designed for professional and commercial users who need organized, durable storage solutions on work vehicles.

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered minor.

• Apple PayminorOthersApple Pay accepted as payment option on thule.com e-commerce platform.
• Google PayminorOthersGoogle Pay accepted as payment option on thule.com e-commerce platform.
• PayPalminorOthersPayPal accepted as payment option on thule.com e-commerce platform.

Scale indicators2 records

Recent moves3 records

Expansion highlights2 records

Broad incumbents

• Thule: Global parent company and broader incumbent in vehicle cargo and rack systems. Overlaps with TracRac in truck and van rack solutions but operates across many product categories (bike carriers, rooftop tents, child trailers). Listed on Stockholm Stock Exchange (STO:THULE).

Direct peers

• Yakima: Direct competitor in vehicle cargo management systems including truck racks, roof racks, and hitch-mounted carriers. Comparable product portfolio targeting outdoor enthusiasts and tradespeople, with similar dealer and retail distribution model.
• Rhino-Rack: Australian manufacturer of roof racks, truck bed racks, and cargo management systems. Competes directly with TracRac in pickup truck rack systems, particularly in the US market with similar commercial and consumer customer segments.
• BAK Industries: Manufacturer of truck bed covers, tonneau covers, and truck rack systems. Direct competitor in pickup truck accessory space with focus on bed protection and cargo management, primarily serving the North American truck market.
• WeatherGuard (Knaack): Manufacturer of truck tool boxes, storage solutions, and cargo management equipment for work trucks. Direct competitor focused on contractor, tradesperson, and fleet customer segments that overlap with TracRac's commercial positioning.
• Backrack: Specialized manufacturer of truck headache racks and cab guards. Direct niche competitor in pickup truck cargo management with comparable product category and target customer base.

Emerging players

• Kargo Master: Specialized manufacturer of truck ladder racks and work truck equipment. Competes in a closely adjacent sub-segment of the cargo management space, particularly for service body and utility truck upfits.
• UnderCover: Manufacturer of truck bed covers, tonneau covers, and related truck accessories. Adjacent competitor in the pickup truck cargo management and bed protection category with overlapping customer demographics.
• Decked: Manufacturer of truck bed storage systems and drawer organizers. Emerging competitor in pickup truck cargo organization with overlap in tradesperson and overlander customer segments that TracRac serves.

Others

• RealTruck: Aggregated retailer and distributor of truck accessories including racks, covers, and cargo management systems from multiple brands. Functions as a key distribution channel and competitive ecosystem for products like TracRac's.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/thulebringyourlife
• Facebookfacebook.com/people/Thule/100064602555359
• Instagraminstagram.com/thule
• LinkedInlinkedin.com/company/tracrac-inc.

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 TracRac