Auto Racing

What Auto Racing does

Auto Racing is a privately held French e-commerce retailer, headquartered in Ouges (21600, France), that specializes in the online sale of high-performance automotive and motorcycle parts and professional diagnostic equipment. Its catalog is organized around five core product surfaces: performance engine and drivetrain components (intake, turbo, internal engine parts, transmission, cooling, accessories), exhaust systems, chassis components (braking, suspension, interior, structural reinforcement), professional diagnostic tools, and motorcycle-specific parts. The platform aggregates 10+ premium aftermarket brands under authorized-reseller relationships, notably Akrapovic (296+ SKUs for Porsche alone), Milltek Sport, BMC, APR, Racingline, KW Suspension, Forge Motorsport, DBA Brakes, DINAN, and Loba Motorsport, alongside diagnostic tool brands Autel and OBDSTAR.

The technology underlying the business is a standard self-serve e-commerce storefront (auto-racing.eu) with vehicle-fitment catalog organization by make, model, and category, a dedicated Pro/Business account registration flow, and product-level SEO across thousands of SKUs. Customer reach is enabled through multi-carrier international shipping partnerships with UPS, Colissimo, FranceExpress, and TNT, and the company is actively building out its moto (motorcycle) and professional-diagnostic verticals beyond the original car-enthusiast focus. Headcount is reported at 1-10 employees, consistent with a lean operator-style retail business.

The revenue model is direct-to-consumer and B2B retail of physical goods: one-time unit sales of performance parts (price range ~60€ to ~17,000€) and diagnostic hardware (~450€ to ~10,166€), with secondary margin from clearance/destockage (up to 56% off) and seasonal promotional events (Black Friday, Summer Sales up to 30%). No SaaS, subscription, or recurring revenue stream is disclosed. The customer base spans individual car and motorcycle enthusiasts (primary), professional mechanics and garages (secondary Pro/Business tier), and tuners of VAG-group and premium-brand vehicles. Revenue, funding, ownership, and management team information are not publicly disclosed, and no external investment, M&A, or leadership changes are recorded in the available data.

Name

Auto Racing

Legal name

Auto Racing EU

Website

https://auto-racing.eu

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Auto Racing is a French e-commerce retailer (auto-racing.eu) selling performance automotive and motorcycle parts plus professional diagnostic tools from premium brands to car enthusiasts, motorcycle owners, and professional mechanics across Europe and internationally.

Ownership category

akta.pro rank

Headquarters

HQ city

Ouges

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Performance Parts E-commerce: Direct online sales of performance automotive parts including exhaust systems, air filters, intercoolers, turbo components, suspension, braking systems, and accessories. Products are sold as one-time purchases with various pricing tiers based on brand and specifications.
2. Diagnostic Tools Sales: Sale of professional automotive and motorcycle diagnostic equipment including OBDSTAR, AUTEL, and related tools. These are sold as hardware products with software capabilities for vehicle diagnostics and key programming.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Auto Racing is a French online retailer that sells performance automotive and motorcycle parts (exhaust systems, intake components, turbo upgrades, suspension, brakes, fuel system components) along with professional diagnostic tools (Autel, OBDSTAR) from premium aftermarket brands. The company aggregates a multi-brand catalog on its e-commerce website and ships internationally, with a Pro account option for business buyers.

Product overview

Auto Racing is a French online retailer specializing in high-performance automotive and motorcycle parts and professional diagnostic equipment. The product portfolio includes: Performance parts catalog covering intake/admission systems, turbo/supercharger components (turbos, dump valves, wastegates, intercoolers), internal engine parts (forged pistons, rods, gaskets, ARP fasteners, injectors), transmission upgrades (differential locks, clutches, short shifters, flywheels), cooling systems (silicone hoses, water/oil radiators), braking systems (discs, pads, big brake kits, lines, fluid), suspension (coilovers, springs, adjustable links), chassis reinforcements, and aesthetic parts. Exhaust systems from Akrapovic (titanium slip-on and evolution lines), Milltek Sport (stainless steel systems), and Scorpion. Professional diagnostic tools from Autel (MaxiSYS series tablets, MaxiDAS, MaxiCHECK) and OBDSTAR (motorcycle diagnostics, key programmers, ECU cloners) for cars and motorcycles. Fuel system components from APR and Loba Motorsport (high-pressure pumps, turbos). Motorcycle performance parts and accessories. The company operates primarily as an e-commerce platform with professional technical and commercial support.

Differentiator

Problem solved

Functional benefit

Products and services

• Performance Parts Catalog
• Exhaust Systems
• Chassis Components
• Professional Diagnostic Tools
• Motorcycle Performance Parts
• Destockage (Clearance) Parts
• Akrapovic Brand Line
• Milltek Sport Brand Line
• APR Performance Brand Line

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

13 partnerships are on record, tiered core and minor.

• AkrapoviccoreChannel Partner/ Reseller/ DistributorAuto Racing is an authorized reseller of Akrapovic titanium exhaust systems and components. The partnership features 296+ Akrapovic products specifically for Porsche vehicles, along with exhaust systems for motorcycles and other performance vehicles.
• Milltek SportcoreChannel Partner/ Reseller/ DistributorAuto Racing distributes Milltek Sport stainless steel exhaust systems, downpipes, and catalytic converters. Milltek products are manufactured in the UK using aerospace-grade Type 304 stainless steel.
• BMCcoreChannel Partner/ Reseller/ DistributorAuto Racing sells BMC air filters for various vehicle applications, including performance air intake systems for cars and motorcycles.
• APRcoreChannel Partner/ Reseller/ DistributorAuto Racing distributes APR (Advanced Performance and Racing) products including high-pressure fuel pumps, intake systems, ignition coils, and performance software. APR specializes in VAG group vehicles.
• KW SuspensioncoreChannel Partner/ Reseller/ DistributorAuto Racing offers KW Suspension products including coilover kits (V1, V2, V3), and height-adjustable springs. The company celebrated KW's 30th anniversary with promotional discounts up to 30%.
• RacinglinecoreChannel Partner/ Reseller/ DistributorAuto Racing is an authorized dealer of Racingline Performance parts including intake systems, fuel pumps, and engine components for VAG vehicles.
• AUTELcoreChannel Partner/ Reseller/ DistributorAuto Racing sells AUTEL diagnostic tools including MaxiSYS MS906 Pro TS, MaxiSYS MS906 MAX, MaxiSYS MSULTRA S2, MaxiDAS DS900, and MaxiCHECK MX900 for professional automotive diagnostics.
• OBDSTARcoreChannel Partner/ Reseller/ DistributorAuto Racing distributes OBDSTAR diagnostic and key programming tools including MOTOMASTER FULL, ISCAN, MS80 STD, and key programming kits for motorcycles and automotive applications.
• Forge MotorsportminorChannel Partner/ Reseller/ DistributorAuto Racing offers Forge Motorsport products including charge pipes, silicone hoses, catch cans, and intercoolers for various performance applications.
• DBA BrakesminorChannel Partner/ Reseller/ DistributorAuto Racing sells DBA (Disc Brake Engineers) brake discs and components for performance braking applications.
• DINANminorChannel Partner/ Reseller/ DistributorAuto Racing distributes DINAN performance parts for BMW vehicles including high-performance intercoolers and suspension components.
• Loba MotorsportminorChannel Partner/ Reseller/ DistributorAuto Racing sells Loba Motorsport high-pressure fuel pumps and turbochargers for performance applications including EA113 and EA888 engine platforms.
• UPS, Colissimo, FranceExpress, TNTcoreChannel Partner/ Reseller/ DistributorInternational shipping partners enabling worldwide delivery of performance parts and diagnostic equipment to customers globally.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mister Auto: French online auto parts retailer selling replacement and maintenance parts across many vehicle brands. Closest French-headquartered peer; less focused on premium performance parts than Auto Racing but identical DTC e-commerce model.
• Pelican Parts: US online retailer specializing in Porsche, BMW, Mercedes, and VW parts and accessories with deep technical content/fitment data. Same SEO-driven, vehicle-selector-based e-commerce approach targeting enthusiast customers.
• Oscaro: Major French e-commerce platform for car parts (brakes, filters, exhaust, etc.) serving consumers and mechanics. Overlaps with Auto Racing on exhaust and chassis categories; broader mass-market positioning versus Auto Racing's performance-tuning niche.
• Turner Motorsport: US BMW-specialist performance parts retailer with motorsport heritage. Comparable premium-brand distribution model and tuner audience; narrower make focus than Auto Racing but same high-performance category.
• Autodoc: Large European online retailer of car parts and accessories with multi-brand catalog and international shipping. Most direct comparable in business model and target customer (DTC and small workshops), though broader in assortment than Auto Racing's performance focus.
• FCP Euro: US-based online specialist in European-brand replacement and performance parts (BMW, Volvo, Audi, VW, Mercedes). Strongly comparable in catalog depth and enthusiast-segment SEO play, differing primarily by geography.
• ECS Tuning: US specialist retailer for Volkswagen, Audi, BMW, and Porsche performance and OEM parts. Closely comparable assortment (intake, exhaust, suspension, brakes, engine internals) and similar enthusiast/B2B customer mix.

Broad incumbents

• AUTEL: Global manufacturer of professional automotive diagnostic equipment sold through Auto Racing. A broader incumbent whose own DTC and dealer channels compete with Auto Racing's diagnostic-tools revenue stream at the high end (MaxiSYS series).

Others

• Akrapovic: Slovenian manufacturer of premium titanium exhaust systems and a core brand partner of Auto Racing (296+ Porsche SKUs). Its own direct online store represents both a supply dependency and a partial competitive overlap in the titanium-exhaust niche.
• Milltek Sport: UK manufacturer of stainless steel performance exhaust systems. Listed as a key supplier/partner to Auto Racing; included as a peer because its direct-to-consumer channel overlaps with the same exhaust category Auto Racing distributes.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Autoracing.eu
• LinkedInlinkedin.com/company/auto-racing

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 Auto Racing