What Longhorn Chassis does

Longhorn Chassis is a privately held US manufacturer of custom racing chassis for dirt Late Model and Modified stock car classes, operating from China Grove, North Carolina. Founded in 2013 by NASCAR Hall of Famers Terry and Bobby Labonte together with Justin Labonte, the company engineers complete chassis and sells a catalog of 455+ parts and components spanning fasteners ($1.99) through complete quick-change rear-ends ($7,095), organized across air/fuel, body, brakes, chassis, cooling, drivetrain, electronics, engine, exhaust, safety, suspension, and tooling categories. The company operates two adjacent sub-brands: Longhorn Dynamics, an in-house shock setup and tuning service including the RF LHR-3 stack-spring shock, and Longhorn Gear, a branded merchandise storefront anchored by house driver Brandon Overton. Technology centers on precision chassis engineering using high-batch traceable tubing, virtual simulation comparisons, and back-to-back on-track testing to deliver consistent handling.

Name

Longhorn Chassis

Legal name

Longhorn Chassis

Website

https://longhornchassis.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Longhorn Chassis is a North Carolina-based fabricator of custom dirt Late Model and Modified racing chassis, founded in 2013 by NASCAR Hall of Famers Terry and Bobby Labonte. The company serves professional racing teams with complete chassis, an in-house shock service (Longhorn Dynamics), and a 455+ SKU parts catalog.

Ownership category

akta.pro rank

Product category

Racing Chassis Manufacturing

NAICS

Automotive Parts and Accessories Retailers (44133)

SIC

Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Chassis Frames & Subframes (Ladders/Unibody Structures/Crossmembers) (IMACAIAG)

akta.pro secondary industries

Axle & Suspension Linkages (Control Arms/Tie Rods/Bushings/Ball Joints) (IMACAIAL), Aftermarket Exterior Accessories Manufacturing (Body Kits/Grilles/Bumpers/Racks/Tow Hooks) (IMACANAI)

Keywords

• Racing chassis manufacturing
• Late model race cars
• Motorsports parts and components
• Dirt track racing
• Shock service tuning

Headquarters

HQ city

China Grove

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Custom Race Chassis Sales: Longhorn Chassis manufactures and sells custom Late Model and Modified racing chassis directly to professional racers and racing teams. Chassis orders are initiated through direct consultation with the expert team, with the goal of delivering race-ready vehicles from day one.
2. Racing Parts and Components: Sale of 455+ individual parts and components across categories including suspension, drivetrain, body, brakes, electronics, and more. Products range from fasteners ($1.99) to complete rear-ends ($7,095) and are sold via e-commerce through the company website.
3. Longhorn Dynamics Shock Services: In-house shock service for race teams, providing shock setup, tuning, and support. Serves as both a product line and a service offering, generating revenue through shock servicing and branded Longhorn Dynamics shock products.
4. Longhorn Gear (Merchandise): Branded merchandise line (referenced at longhorngear.com) featuring driver merchandise for Brandon Overton and other brand ambassadors.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Longhorn Chassis manufactures and sells custom Late Model and Modified racing chassis, supported by an in-house shock service (Longhorn Dynamics) and a 455+ product parts catalog sold direct to professional and semi-professional racing teams. The company also operates a branded merchandise line (Longhorn Gear) and provides expert trackside support, setup consultation, and rapid parts delivery.

Product overview

Longhorn Chassis is a racing chassis manufacturer and e-commerce platform offering a comprehensive portfolio centered on Late Model and Modified racing chassis. The core product lineup includes complete racing chassis (Late Model and Modified), supported by an extensive catalog of over 455 racing parts and components organized into categories such as Air and Fuel, Body, Brakes, Chassis, Cooling, Drivetrain, Electronics, Engine/Drivetrain, Exhaust, Fasteners/Bushings, Filters, Fittings/Hoses/Valves, Safety Equipment, Suspension, and Tools. The company also operates Longhorn Dynamics as an in-house shock service for performance tuning, and Longhorn Gear for branded merchandise. A 2025 Setup Book is offered as a digital resource for Late Model setup guidance.

Differentiator

Problem solved

Functional benefit

Brands

• Longhorn Gear: Merchandise line featuring Brandon Overton products and branded apparel.
• Longhorn Dynamics

Products and services

• Late Model Racing Chassis Custom-manufactured high-performance racing chassis engineered for dirt Late Model racing. Built using high-batch, traceable, high-quality tubing and refined through virtual simulation comparisons and on-track back-to-back testing to deliver consistent handling and superior control. Sold directly to professional and semi-professional racing teams through consultative sales.
• Modified Racing Chassis Racing chassis designed for Modified class racing applications, produced by Longhorn Chassis alongside its Late Model chassis. Engineered to the same precision and quality standards as the Late Model line.
• Longhorn Dynamics Shock Service In-house shock service providing specialized shock setup, tuning, and support for dirt Late Model racing. Generates revenue through shock servicing and branded Longhorn Dynamics shock products (e.g., RF LHR-3 shock with Stack Springs at $1,674.09). Serves as both a product line and a service offering, providing racers with a competitive edge on the track.
• Longhorn Gear Merchandise Branded merchandise line featuring driver merchandise for Brandon Overton and other brand ambassadors, including apparel and gear. Operated as a separate storefront at longhorngear.com.
• Racing Parts and Components Catalog E-commerce catalog of 455+ individual parts and components sold directly through the Longhorn Chassis website, organized into categories including Air and Fuel, Bearings, Body, Brakes, Chassis, Cooling, Drivetrain, Electronics, Engine/Drivetrain, Exhaust, Fasteners/Bushings, Filters, Fittings/Hoses/Valves, Safety Equipment, Suspension, and Tools. Products range from fasteners ($1.99) to complete quick change rear-ends ($7,095). 253 products carry the Longhorn Chassis brand.

Quantifiable outcome

• Multiple National Championships and numerous victories for Longhorn Chassis vehicles
• +3 more outcomes

Named customers5 records

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

Two partnerships are on record, tiered minor.

• Terry Labonte (Co-Founder)minorOthersNASCAR Hall of Fame driver and co-founder of Longhorn Chassis. His involvement established the company's racing heritage and credibility. While no longer an active owner following the 2022 acquisition, his legacy is central to the brand story.
• Bobby Labonte (Co-Founder)minorOthersNASCAR Hall of Fame driver and co-founder of Longhorn Chassis. As with Terry Labonte, his racing credentials established the brand. No longer an active owner post-2022 acquisition but central to brand heritage.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Keyser Manufacturing: Manufacturer of racing chassis and components primarily serving dirt Late Model and Modified categories, overlapping with Longhorn's product portfolio and customer segment.
• Rocket Chassis: One of the most established dirt Late Model chassis manufacturers in the US, directly competing with Longhorn for the same professional team customers with similar custom chassis and aftermarket parts offerings.
• Outlaw Race Cars: Builder of dirt Late Model chassis and performance racing components, offering comparable custom chassis solutions to the same professional racer customer base.
• Capital Race Cars: Manufacturer of dirt Late Model chassis and related race car components, directly overlapping with Longhorn's core product offering and customer base.
• Mastersbilt Race Cars: Specialized dirt Late Model chassis fabricator serving the same professional racing segment with similar custom build services and chassis components.
• Black Diamond Chassis: Custom dirt Late Model chassis builder competing head-to-head with Longhorn for the same racer customers, with comparable chassis engineering and a parts/accessories ecosystem.

Emerging players

• Integra Racing Shocks: Shock absorber and suspension specialist serving dirt Late Model racing; directly comparable to Longhorn Dynamics' shock service offering and serves the same racer customer base.

Broad incumbents

• AFCO Racing Products: Established motorsport parts manufacturer with broad racing product coverage including shock absorbers and suspension components; competes with Longhorn Dynamics in the shock service segment and with parts of Longhorn's catalog.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/longhornchassis
• Facebookfacebook.com/longhornchassis
• Instagraminstagram.com/longhornchassis
• LinkedInlinkedin.com/company/longhorn-chassis

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 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 Longhorn Chassis