Pièces Auto

What Pièces Auto does

Pièces Auto, doing business as Asian Auto Parts, is a privately-held online retailer of aftermarket automotive parts founded in 2006 and operating primarily in France and Belgium. The company runs the e-commerce storefront asian-autoparts.com, which lets buyers find parts by entering a French vehicle registration number (immatriculation), carte grise, or model, and ships via 24/48h express delivery while also offering pickup at relay points and installation through a network of mounting centers. Its catalog spans 19 product categories — including filtration, distribution, clutches, ignition, cooling, electrical, fuel, air conditioning, engine, gearbox, braking, wheel drive, steering, suspension, exhaust, body, lighting, wiper cleaning, and interior equipment — plus accessories, motor oils, batteries, wiper blades, and towing hitches.

The product range is sourced from established Asian manufacturers — notably Denso, Aisin, NGK, NTK, Mando, Hitachi, Koito, Koyorad, Akebono, GMB, and Motul — alongside its own private-label brand NPS (Nippon Pièces Services), which appears as the primary label across filtration, braking, and suspension SKUs. The business sells directly to individual vehicle owners (B2C) and to professional auto repair shops (B2B), the latter receiving a 15% discount on first order; the company emphasizes original/new parts, a best-price guarantee, secure payment, and a multi-month return window as commercial differentiators. Customer service is delivered through French and Belgian phone lines staffed weekday hours, and promotional outreach is limited to a newsletter channel.

Operationally, Pièces Auto is a niche, owner-operated-style e-commerce business: no parent company, institutional investors, funding rounds, M&A activity, or management team disclosures are present in the source data. Its revenue model is straightforward one-time transactional sales of parts (with payment facilities offered) rather than subscriptions or long-term contracts. No AI/ML features, APIs, SDKs, mobile apps, certifications, or awards are disclosed. The company appears to be a small, durable, single-brand niche retailer rather than a venture-backed growth business.

Name

Pièces Auto

Legal name

Asian Auto Parts

Website

https://piecesauto.com

Company type

Private

Founded year

2006

Operating status

Operating

Short description

Pièces Auto (Asian Auto Parts) is an online aftermarket auto parts retailer founded in 2006, distributing Asian-manufacturer components across 19 categories to B2C vehicle owners and B2B repair shops in France and Belgium.

Ownership category

akta.pro rank

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Auto Parts E-commerce Sales: Direct online sales of automotive parts including filtration, distribution, clutch components, ignition, cooling, electrical systems, fuel systems, air conditioning, engine parts, gearboxes, braking, wheel drives, steering, suspension, exhaust, bodywork, lighting, window cleaning, and interior equipment. Revenue generated through one-time product transactions.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels1 record

Core offering

Pièces Auto (legally Asian Auto Parts) is an online retailer and distributor of aftermarket automotive replacement parts, offering a catalog spanning 23+ categories including filtration, distribution/timing, clutch, ignition, cooling, electrical, fuel, air conditioning, engine, gearbox, braking, wheel drive, steering, suspension, exhaust, bodywork, lighting, wiper systems, interior equipment, towing, motor oils, and batteries. The company sells primarily under its private-label NPS brand and distributes parts from major Asian OEMs (Denso, Aisin, NGK, NTK, Mando, Hitachi, Koito, Koyorad, Motul, Akebono, etc.), serving both individual vehicle owners and professional repair shops across France and Belgium.

Product overview

Asian Auto Parts is an online auto parts retailer operating under the Pièces Auto brand, offering a comprehensive catalog of aftermarket automotive parts across 23 product categories. The company distributes parts from Asian manufacturers including NPS (their own brand), Denso, Aisin, NGK, NTK, Mando, Hitachi, Koito, Koyorad, Iljin, Tokico, Motul, and others. The product portfolio includes filtration components, timing/distribution parts, clutches, ignition systems, cooling systems, electrical components, fuel systems, air conditioning, engine parts, gearboxes, braking systems, suspension, exhaust systems, body components, lighting, wipers, interior equipment, and towing accessories. The company serves both retail customers and professionals (with 15% discount on first order), operating primarily in France and Belgium with phone support in French.

Differentiator

Problem solved

Functional benefit

Products and services

• Filtration Products Complete range of filtration products including oil filters, air filters, fuel filters, and cabin filters from manufacturers such as NPS, Denso, and others. Sold to individual vehicle owners and professional repair shops for routine vehicle maintenance.
• Distribution / Timing Components Timing system components including water pumps, timing belt kits, timing chain kits, timing belts, and super distribution kits for engine servicing.
• Clutch and Components Clutch system parts including clutch actuators, clutch kits, flywheels, clutch mechanisms, and clutch discs.
• Ignition / Preheating Ignition system components including spark plugs, ignition coils, distributor heads, rotors, and complete distributors from NGK and other manufacturers.
• Cooling System Engine cooling components including water pumps, water pump pulleys, viscous couplings, radiator caps, and radiators from Koyorad and other manufacturers.
• Electrical System Vehicle electrical system parts including alternators, starters, batteries, voltage regulators, and diode bridges.
• Fuel Supply System Fuel system components including complete injectors, injector heads, injection pumps, injection pump solenoid valves, and pressure regulators.
• Air Conditioning A/C system parts including compressors, condensers, blowers, Denso expansion valves, and Denso evaporators.
• Engine Components Engine parts including EGR valves, turbochargers, bare engines, cylinder heads, and head studs.
• Gearbox / Transmission Transmission components including gearbox kits, gearbox mounts, transfer boxes, transfer box motors, and drive shaft center supports.
• Braking System Brake system parts including brake pads, brake discs, rear brake kits, brake linings, and wheel cylinders, sourced from Akebono and other manufacturers.
• Wheel Drive Wheel drive components including wheel bearings, drive shaft heads, drive shafts, drive shaft boots, and ball joint kits.
• Steering System Steering components including steering ball joints, stabilizer bar links, steering racks, steering rack boots, and power steering pumps.
• Suspension / Damping Suspension and damping parts including suspension ball joints, stabilizer bar links, control arms, bushes, and shock absorbers.
• Exhaust System Exhaust system components including catalytic converters, particulate filters (FAP), complete exhaust systems, exhaust gaskets, and exhaust bushes.
• Body Components Body parts including mirrors, hatch struts, grilles, bumpers, and spare tire wells.
• Lighting Vehicle lighting components including headlights, taillights, turn signals, fog lights, and center brake lights from manufacturers such as Koito.
• Windscreen Cleaning Windscreen wiper and cleaning system parts including standard and flat wiper blades, windshield fluid reservoirs, caps, and washer nozzles.
• Interior Equipment Interior vehicle equipment including window regulators, window motors, stalks, steering wheel spirals (clock springs), and Denso cabin fans.
• Hitches / Towing Towing equipment including hitches and specific wiring harnesses for trailers.
• Auto Accessories Various auto accessories including reinforced shock absorbers and lift kits for vehicles.
• Motor Oils Engine oils and lubricants from brands such as Motul, sold for vehicle maintenance.
• Batteries Vehicle batteries for various car models.
• Wiper Blades Windscreen wiper blades for different vehicle types.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered core and minor.

• NPS (Nippon Pièces Services)coreOEM/ Whitelabel/ Licensing PartnerNPS is the parent/own brand. The company sells products under the NPS brand, which appears to be their primary private label offering for auto parts including filters, brake components, and suspension parts.
• AISINminorChannel Partner/ Reseller/ DistributorJapanese automotive parts manufacturer specializing in automatic transmissions, drivetrain components, and brake parts. Products sold through Asian Auto Parts platform.
• DensominorChannel Partner/ Reseller/ DistributorJapanese automotive components manufacturer supplying air conditioning systems, starters, alternators, and ignition systems. Products available through the platform.
• NGKminorChannel Partner/ Reseller/ DistributorJapanese manufacturer of spark plugs, ignition systems, and related components. Products featured in the ignition/preheating category.
• MandominorChannel Partner/ Reseller/ DistributorKorean automotive parts manufacturer specializing in steering, braking, and chassis components.
• MotulminorChannel Partner/ Reseller/ DistributorFrench manufacturer of high-performance lubricants and engine oils. Products featured in the engine oils category.
• RCAminorChannel Partner/ Reseller/ DistributorAuto parts manufacturer featured in the manufacturers section.
• VAN-WEZELminorChannel Partner/ Reseller/ DistributorAuto parts manufacturer featured in the manufacturers section, specializing in body and cooling parts.
• AkebonominorChannel Partner/ Reseller/ DistributorJapanese brake manufacturer supplying brake pads and related components.
• DobinsonsminorChannel Partner/ Reseller/ DistributorManufacturer of suspension and drivetrain components for Asian vehicles.
• GMBminorChannel Partner/ Reseller/ DistributorJapanese manufacturer of water pumps, hub assemblies, and steering components.
• HitachiminorChannel Partner/ Reseller/ DistributorJapanese multinational manufacturing company supplying automotive electrical components.
• NTKminorChannel Partner/ Reseller/ DistributorJapanese manufacturer of sensors and electronic components for automotive applications.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• CarParts.com: US online retailer of replacement auto parts and accessories with vehicle-fitment search and a hybrid fulfillment model. Comparable to Pièces Auto in DTC parts e-commerce, fitment-by-vehicle UX, and broad aftermarket catalog.
• RockAuto: US online catalog-based auto-parts retailer with very broad aftermarket coverage and a fitment-driven catalog. Comparable to Pièces Auto in pure-play e-commerce model, extensive catalog across many vehicle systems, and parts sourced from multiple Tier-1/OEM-equivalent suppliers.
• Autodoc: Pan-European online retailer of car parts, accessories and tires serving both consumers and workshops. Comparable to Pièces Auto in product breadth, fitment-driven search, and multi-brand aftermarket sourcing model.
• Oscaro: One of France's largest online auto-parts marketplaces, offering parts across all major vehicle systems with vehicle-fitment search. Comparable to Pièces Auto in product scope and B2C e-commerce focus, though significantly larger in scale.
• Mister Auto: French online auto-parts retailer selling maintenance and replacement parts across a broad catalog to B2C and B2B customers. Highly comparable to Pièces Auto in category, geography, and DTC e-commerce model, with similar manufacturer brand coverage.
• Pneus Online: French online retailer specializing in tires, wheels, and selected auto parts with fitment-based search. Comparable to Pièces Auto in DTC e-commerce model, vehicle-fitment UX, and B2C/B2B targeting in France.

Broad incumbents

• Norauto: Major French auto-care retailer combining physical centers with online parts and accessory sales, including fitting services. Overlaps with Pièces Auto on parts retail and mounting/installation services, but operates at much greater scale and brand recognition.
• Feu Vert: Established French multi-category auto-aftermarket retailer with centers offering parts, tires, and fitting. Comparable to Pièces Auto in serving DIY consumers and professional installers, though broader in scope (tires, accessories, service).

Regional players

• Allopneus: Leading French online tire retailer that has expanded into related maintenance parts. Comparable to Pièces Auto in DTC e-commerce motion and fitment-by-vehicle search, though narrower product focus on tires and wheels.
• Euro Car Parts: Large UK-based online and branch-led auto-parts distributor serving both consumers and workshops. Comparable to Pièces Auto in broad aftermarket catalog, multi-brand sourcing, and B2B discount programs, though UK-focused.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights1 record

Customer concentration

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 Pièces Auto