UPM Racing

What UPM Racing does

UPM Racing (legal name: Unión Por el Motor Racing) is a privately operated, Granada, Spain-based online publisher of Spanish-language automotive do-it-yourself (DIY) maintenance and repair guides. The company operates a single WordPress-based website (upmracing.es) that publishes step-by-step tutorials covering common vehicle procedures — brake pad replacement, oil filter changes, battery replacement, spark plug replacement, Bluetooth pairing, and similar tasks — organized across dozens of car brands ranging from mass-market manufacturers (Ford, Toyota, KIA, Honda, Opel, Renault) to premium and exotic marques (Mercedes, BMW, Audi, Ferrari, Lamborghini, Rolls Royce). The content catalog exceeds 361 guide pages and is delivered free of charge to end users.

The company's underlying technology stack is a standard WordPress content management system with no proprietary features, APIs, or integrations disclosed. There are no patents, certifications, or regulatory clearances. Distribution is entirely self-serve via the company website, with content optimized for organic search as the top-of-funnel acquisition channel.

UPM Racing's revenue model is single-channel Amazon affiliate marketing. The site participates in the Amazon Associates ("afiliados de Amazon") program, embedding product referral links within its guides and earning commissions when users purchase automotive parts or accessories on Amazon. The company operates with a three-person team (one automotive engineer, one mechanic, and one additional member) and has no external investors, parent company, or disclosed funding. Its only identified commercial partner is Amazon, and its only identified customer segment is Spanish-speaking individual vehicle owners seeking to perform their own maintenance to avoid mechanic costs.

Name

UPM Racing

Legal name

Unión Por el Motor Racing

Website

https://upmracing.es

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Short description

UPM Racing (Unión Por el Motor Racing) is a Granada, Spain-based three-person publisher of Spanish-language automotive DIY maintenance guides, monetized entirely through Amazon affiliate referral links and serving Spanish-speaking vehicle owners seeking step-by-step repair tutorials.

Ownership category

akta.pro rank

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Amazon Affiliate Marketing: The company participates in the Amazon affiliate program (afiliados de Amazon), earning commissions when users purchase products through their affiliate links. The website provides car maintenance guides and links to relevant products on Amazon.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

UPM Racing publishes free Spanish-language, step-by-step automotive maintenance and repair guides on its website (upmracing.es), covering 50+ car brands and common procedures such as brake pad, oil filter, battery, spark plug, headlight, and pollen filter replacement. The content is monetized through Amazon affiliate links embedded in product recommendations; users access guides at no cost and are referred to Amazon for parts purchases.

Product overview

UPM Racing (Unión Por el Motor Racing) operates as a single web-based platform publishing automotive repair and maintenance guides. The site features step-by-step tutorials organized by car brand (including Mercedes, Kia, Honda, Ford, Peugeot, Opel, Renault, Toyota, Audi, BMW, and many others) covering procedures such as brake pad replacement, oil filter changes, battery replacement, and technical repairs. The content is delivered through the main website without a modular product architecture.

Differentiator

Problem solved

Functional benefit

Products and services

• UPM Racing Website (upmracing.es)

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• AmazoncoreGTM or Marketing PartnerThe website participates in Amazon's affiliate program (afiliados de Amazon). Product links throughout the site direct users to Amazon where they can purchase automotive parts and accessories, generating affiliate commissions for UPM Racing.

Scale indicators1 record

Recent moves4 records

Expansion highlights2 records

Emerging players

• YourMechanic: Platform offering mobile mechanic services alongside extensive DIY repair guides and pricing content. Comparable in automotive DIY content depth, with a different monetization layer (service bookings) layered on top.

Broad incumbents

• Edmunds: Established US automotive content site publishing reviews, buying guides, and ownership content. Comparable as a large-scale, content-led automotive publisher targeting vehicle owners, though much broader in scope than UPM Racing's DIY maintenance focus.
• Autopista: Established Spanish automotive magazine (legacy media brand) publishing reviews, news, and owner guides. Overlaps in audience and Spanish DIY automotive content, but operates as a broader media outlet rather than a niche affiliate content site.
• AutoZone: Major US aftermarket auto parts retailer with a substantial library of DIY repair guides and how-to videos. Overlaps in DIY automotive content monetization linked to parts sales, but operates as a broad incumbent retailer rather than a niche publisher.

Direct peers

• Km77: Long-established Spanish automotive site offering vehicle reviews, technical data, and practical owner guides. Comparable in language, target audience (Spanish drivers), and depth of brand/model-specific content.
• Motorpasión: Leading Spanish-language automotive content publisher covering news, reviews, and how-to content for Spanish-speaking vehicle owners. Operates the same SEO-driven, content-monetized model as UPM Racing in the same language and audience.
• Haynes Manuals: Iconic publisher of step-by-step DIY automotive repair manuals covering many of the same procedures and brands as UPM Racing. Comparable in mission (DIY auto repair guidance) and brand-by-brand procedural content.
• RepairPal: Online platform providing automotive repair information, cost estimates, and shop recommendations. Comparable in delivering practical repair/maintenance guidance to vehicle owners, though monetized through shop referrals rather than affiliate parts.
• Diariomotor: Spanish automotive content site publishing news, reviews, and practical guides for car owners. Directly comparable to UPM Racing in language, audience (Spanish vehicle owners), and content-led monetization approach.
• Coches.com: Spanish automotive platform combining vehicle listings with editorial content and owner resources. Comparable audience and Spanish-language automotive publishing footprint, with broader marketplace monetization layered on top.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat1 record

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 UPM Racing