ROUSH Automotive Collection

What ROUSH Automotive Collection does

The ROUSH Automotive Collection is a privately operated 30,000 sq. ft. automotive museum and retail showroom located in Livonia, Michigan, within the Detroit metropolitan area. The facility houses 110+ vehicles, displays, multi-media exhibits, and memorabilia dedicated to preserving the heritage of Roush Enterprises across automotive, aviation, and manufactured goods. Its collection includes historically significant vehicles such as a 1939 Ford Convertible that competed in the Great Race, a 1967 Mercury Cougar used in the Roush Competition Parts Program, the No. 06 Ford F-150 from Discovery Channel's "Roush Racing: Driver X," and Mark Martin's commemorative 500-starts race car. Beyond the museum, it operates an adjacent retail store selling branded apparel, diecasts, autographed memorabilia, and authentic NASCAR race car body panels.

The company generates revenue through three primary streams: physical retail sales at the Livonia showroom, e-commerce via a BigCommerce storefront (store.roushcollection.com) with shipping to the U.S. and Canada, and event-based activity centered on seasonal Open House events (May, June, August, September) featuring driver autograph sessions, car cruise-ins, factory tours, and engine build demonstrations. Pricing is unit-based across merchandise ranging from sub-$5 decals to higher-priced autographed items, diecasts ($10-$30), and apparel ($20-$50). Museum self-led admission is free; paid shuttles tour the nearby Roush Performance Products facility. Accepted payments include VISA, MasterCard, American Express, Discover, and PayPal, with 6% Michigan sales tax applied.

The customer base is composed primarily of automotive enthusiasts, NASCAR fans, classic vehicle collectors, and family visitors drawn through event programming. Distribution is multi-channel—on-site, e-commerce, phone orders, and Detroit-area radio partnerships (WRIF, WCSX, WYCD, 97.1 The Ticket)—with deeper strategic ties to RFK Racing, Roush Performance, Roush Clean Tech, Ford Motor Company, NASCAR, and the Great Race vintage rally. Headcount is reported at 1-10 employees, and the firm is privately held with no disclosed revenue, funding, M&A, or leadership changes.

Name

ROUSH Automotive Collection

Legal name

The Roush Automotive Collection

Website

https://roushcollection.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Automotive Heritage Museum and Specialty Retail

NAICS

Automotive Parts and Accessories Retailers (441330)

SIC

Retail-Auto & Home Supply Stores (5531)

akta.pro primary industry

Sports Memorabilia & Autographs Retail (CRALAGAI)

akta.pro secondary industry

Autographed Memorabilia Retail (CRAMAOAB)

Keywords

• Automotive museum
• Motorsports heritage
• Racing memorabilia
• Diecast collectibles
• Licensed merchandise retail

Headquarters

HQ city

Livonia

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Museum Admission and Tours: Free self-led museum tours are available during open hours. Paid tours of Roush Performance Products facility are offered via shuttle, limited to 20 people per time slot.
2. Retail Merchandise Sales: Sale of ROUSH and ROUSH Racing branded merchandise including apparel, hats, outerwear, merchandise items, autographed products, diecast vehicles, decals, patches, and more. Prices range from under $5 to over $100.
3. Race Car Parts and Memorabilia: Sale of authentic race car body panels, race-driven tires, and parts from NASCAR ROUSH Fenway/RFK Racing teams. Diecast vehicles and driver merchandise also sold.
4. Event-Based Revenue: Revenue generated from Open House events including driver autograph sessions, cruise-ins, and clearance sales. Door prizes and promotional giveaways drive attendance.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

The ROUSH Automotive Collection operates a 30,000 sq. ft. private museum in Livonia, Michigan housing 110+ vehicles, multi-media exhibits, and memorabilia dedicated to preserving the heritage of Roush Enterprises across automotive, aviation, and manufactured goods. It runs an on-site retail store and e-commerce site (store.roushcollection.com) selling ROUSH and ROUSH Racing branded apparel, diecast vehicles, autographed memorabilia, authentic race car body panels, and artwork, and it hosts seasonal Open House events with NASCAR driver autograph sessions, car cruise-ins, engine build demonstrations, and factory tours.

Product overview

The Roush Automotive Collection operates a 30,000 sq. ft. private museum in Livonia, Michigan featuring over 110 vehicles and exhibits dedicated to Roush Enterprises heritage, combined with an e-commerce retail store (store.roushcollection.com) selling ROUSH and Roush Racing branded merchandise. The museum offers self-led and guided tours, while the retail store provides products across categories including apparel, diecast collectibles, autographed memorabilia, body panels, artwork, and accessories. The organization hosts seasonal Open House events with driver autograph sessions and car cruise-ins. The product portfolio spans from educational museum experiences and event services to physical merchandise and collectibles.

Differentiator

Problem solved

Functional benefit

Products and services

• ROUSH Automotive Collection Museum A 30,000 sq. ft. private museum facility in Livonia, Michigan housing 110+ vehicles, displays, multi-media exhibits, and artifacts dedicated to preserving the heritage of Roush Enterprises across automotive, aviation, and manufactured goods industries. Open to the public with free self-led tours.
• ROUSH Automotive Collection Retail Store E-commerce and on-site retail store selling ROUSH and ROUSH Racing branded merchandise including apparel, accessories, collectibles, and automotive parts. Operates at store.roushcollection.com and at the Livonia, MI museum location.
• Museum and Roush Performance Facility Tours Self-led museum tours available during open hours free of charge, plus paid shuttle tours of the Roush Performance Products facility (limited to 20 people per time slot) and Roush Clean Tech facility tours offered during Open House events.
• Open House Events Seasonal public events (held in May, June, August, and September) featuring NASCAR driver autograph sessions, car cruise-ins, factory tours, engine build demonstrations, and door prize drawings, including appearances by RFK Racing drivers such as Chris Buescher and Brad Keselowski.
• ROUSH Branded Merchandise Brand merchandise including infant/youth clothing, men's and women's apparel (business shirts, hats, outerwear), merchandise items, autographed products, decals, patches, and accessories for Roush brand enthusiasts.
• ROUSH Racing Merchandise Racing-focused merchandise including men's and women's apparel, hats, outerwear, shirts, infant/youth clothing, merchandise, and autographed racing memorabilia tied to RFK Racing and NASCAR drivers.
• Diecast Collectible Vehicles Collectible diecast model cars featuring RFK Racing drivers including Chris Buescher, Brad Keselowski, and Ryan Preece, plus clearance items priced between $10 and $30.
• Authentic NASCAR Body Panels and Race-Driven Parts Authentic NASCAR race car body panels and parts from ROUSH Fenway/RFK Racing teams, including items tied to Chris Buescher and Brad Keselowski cars, as well as race-driven tires available for purchase.
• Artwork and Photography Artwork including Great Race memorabilia, racing photography, special vehicles, and vintage automotive art sold through the e-commerce store.
• JR's Garage Sale (Online Clearance) Periodic online clearance event featuring discounted apparel and merchandise launched through the e-commerce store, including a virtual garage sale launched in July 2020 during the COVID-19 pandemic.

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• RFK RacingcoreStrategic or Co-development PartnerRFK Racing (formerly Roush Fenway Racing) is the NASCAR racing team that competes at the Cup Series and Xfinity Series levels. The Roush Automotive Collection hosts RFK Racing driver autograph sessions during Open House events and sells RFK Racing merchandise and memorabilia in their store. Drivers including Chris Buescher and Brad Keselowski appear at events.
• NASCARcoreStrategic or Co-development PartnerNASCAR is the governing body for stock car racing. The Roush Automotive Collection maintains strong ties to NASCAR through RFK Racing partnerships, driver appearances, and sale of NASCAR-related merchandise and memorabilia.
• Ford Motor CompanycoreStrategic or Co-development PartnerFord Motor Company is the OEM partner for Roush Performance Products and RFK Racing. The collection showcases vehicles and memorabilia tied to Ford racing programs including Roush Fenway and various Ford performance vehicles.
• Roush Performance ProductscoreStrategic or Co-development PartnerRoush Performance Products is the performance vehicle division that modifies Ford Mustangs and F-150s. The collection offers tours of the Roush Performance facility separate from the museum. Engine build demonstrations showcase Roush Performance products.
• WRIF RadiominorGTM or Marketing PartnerWRIF is a Detroit radio station that broadcasts live from Open House events and provides promotional support including DJ appearances and game tents. WRIF Car Show events are featured during fall clearance sales.
• Michigan International SpeedwayminorGTM or Marketing PartnerMichigan International Speedway (MIS) is a nearby NASCAR track. Door prize giveaways at Open House events include MIS Grandstand seat tickets, creating cross-promotional opportunities.
• Discovery ChannelminorGTM or Marketing PartnerDiscovery Channel aired 'Roush Racing: Driver X' reality series in 2005, which was based on Roush Racing's driver search. The No. 06 Ford F-150 from the show is on display at the collection.
• Great RaceminorStrategic or Co-development PartnerThe Great Race is America's oldest, longest-running vintage motorsports event - a transcontinental time-speed-distance road rally. The 1939 Ford Convertible 'Georgetta' from the collection competed in Great Race events, and the collection sells Great Race merchandise.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Team Penske Store: Official motorsport merchandise store for Team Penske, offering apparel, diecast cars, autographed memorabilia, and team-specific collectibles across NASCAR and IndyCar. Comparable as a motorsports-team-branded DTC collectibles retailer.
• Wood Brothers Racing Museum: Long-running NASCAR team's heritage site in Stuart, VA showcasing racing memorabilia, with merchandise and fan experiences. Comparable as a NASCAR-team heritage destination with collectibles retail tied to a single brand.
• National Corvette Museum: Single-site automotive heritage museum in Bowling Green, KY dedicated to preserving Chevrolet Corvette history, with an attached retail store selling branded merchandise and memorabilia. Directly comparable as a brand-affiliated automotive museum + retail operation.
• Shelby American Collection: Private museum in Boulder, CO dedicated to Carroll Shelby's racing and automotive legacy, featuring vehicles and memorabilia plus a merchandise component. Closely comparable as a single-location brand heritage museum with collectibles retail.
• Simeone Foundation Automotive Museum: Philadelphia-based automotive heritage museum focused on racing history, with an attached gift shop. Comparable as a curated racing/automotive museum with branded merchandise retail.
• Richard Petty Museum: Heritage museum in Level Cross, NC dedicated to 'The King's' NASCAR legacy, with on-site retail of Petty branded merchandise and memorabilia. Comparable as a single-site NASCAR heritage destination with collectibles retail.
• Hendrick Motorsports Team Store: NASCAR team's branded retail and heritage destination in Charlotte, NC, selling apparel, diecasts, autographed memorabilia, and hosting fan events. Comparable because it bundles motorsports merchandise, autographs, and driver-event experiences.

Broad incumbents

• Indianapolis Motor Speedway Museum: Official museum at the Indianapolis Motor Speedway complex, housing historic race cars and memorabilia with an extensive merchandise operation. Comparable as a motorsports heritage destination combining exhibits, memorabilia, and retail.
• NASCAR Hall of Fame: Official motorsports heritage museum and fan attraction in Charlotte, NC, hosting rotating exhibits, events, and a large merchandise store. Comparable as a motorsports heritage and memorabilia destination, though at significantly larger scale and with broader NASCAR scope.

Others

• Roush Performance (Roush Industries): Parent division that modifies Ford Mustangs and F-150s and is operationally linked to the Collection through facility tours and engine demonstrations. Comparable as a Roush-branded enterprise that shares audience, brand, and partnership DNA, though it is a performance vehicle builder rather than a museum.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/ROUSHCOLLECTION
• Facebookfacebook.com/ROUSHAUTOMOTIVECOLLECTION
• LinkedInlinkedin.com/company/roush-automotive-collection

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 ROUSH Automotive Collection