King Motor Sports Unlimited, Inc.

What King Motor Sports Unlimited, Inc. does

King Motor Sports Unlimited, Inc. (DBA "King Motorsports") is a privately held, Honda- and Acura-focused automotive performance business founded in 1981 in Milwaukee, Wisconsin and currently operated from a single facility at 2130 South Danny Road, New Berlin, WI. The company runs a dual business model: (1) e-commerce retail and authorized distribution of performance parts, and (2) in-house service operations including custom engine building, dyno tuning, and Honda/Acura maintenance and repair. It has been the sole authorized North American distributor of Mugen Co., Ltd. products since 1988 (relationship initiated 1987), making it a recognized gateway to OEM-grade Honda performance parts in the U.S. market.

Core technical capabilities center on engine building for Honda/Acura B, C, D, F, H, and K-series powerplants — including 400+ WHP B-series race builds, 500+ WHP daily-driver K-swap configurations, and championship-proven track engines — using a Dynojet chassis dyno for engine break-in, intake-tube-length tuning, and ECU pairing. The service facility includes a machine shop, dedicated engine-building clean-room, showroom, and warehouse. Maintenance work is performed by Honda-certified technicians using genuine Honda parts. The parts catalog spans Mugen lifestyle and performance goods plus complementary third-party brands (ACT, AEM, Aeromotive, ARP, ASR, ATI, Blox, Brian Crower, Carrillo, Cometic, Swift, etc.) across engine, suspension, brakes, forced induction, drivetrain, exterior, interior, and accessory categories.

Revenue is generated from three streams: e-commerce parts sales (one-time transactions including gift cards in $10–$500 denominations), professional services (engine builds, dyno tuning), and vehicle maintenance/repair (hourly labor at $125/hr if King supplies parts or $145/hr if customer supplies parts, plus fixed-price scheduled services starting at $99.95 for an oil change and mileage-based intervals from $125 to $950). The go-to-market is direct-to-consumer via the kingmotorsports.com storefront and physical walk-in/service appointments at the New Berlin facility, supported by organic Instagram (85.9K followers) and a company blog. Customer segments are entirely B2C across three persona types: Honda/Acura enthusiasts, racing/performance enthusiasts, and general local owners seeking certified service. The company reports 1–10 employees and has not raised outside capital.

Name

King Motor Sports Unlimited, Inc.

Legal name

King Motorsports Unlimited, Inc.

Website

https://kingmotorsports.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

1–10 employees

Short description

King Motorsports is a Honda and Acura specialist operating since 1981 as the sole authorized North American distributor of Mugen performance products, offering e-commerce parts retail, custom engine building, dyno tuning, and certified vehicle maintenance from New Berlin, Wisconsin.

Ownership category

akta.pro rank

Product category

Automotive Performance Parts & Services

NAICS

Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312), Motor Vehicle Gasoline Engine and Engine Parts Manufacturing (33631)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Passenger Vehicle Engine Systems Manufacturing (ICE) (IMACAAAF)

akta.pro secondary industry

Passenger Vehicle Transmission & Drivetrain Systems Manufacturing (ICE) (IMACAAAG)

Keywords

• Honda performance parts
• Acura performance parts
• Engine building services
• Dyno tuning services
• Automotive maintenance services

Headquarters

HQ city

New Berlin

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales

Revenue model

1. Parts Sales: E-commerce retail sales of performance parts and accessories for Honda and Acura vehicles. Sells parts from multiple brands including Mugen, ACT, AEM, ARP, Brian Crower, and others. Product categories include engine parts, suspension, brakes, exterior, interior, and accessories.
2. Engine Building Services: Custom engine building for multiple Honda engine series (B, C, D, F, H, K). Includes dyno break-in and tuning services. Customers provide requirements through consultation.
3. Vehicle Service and Maintenance: Honda and Acura maintenance and repair services including oil changes, timing belt/water pump service, and general repairs. Uses Genuine Honda parts.
4. Gift Cards: Gift cards sold in denominations of $10, $25, $50, $100, $250, and $500.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

King Motorsports is an authorized US distributor of Mugen performance products and a retailer of Honda and Acura performance parts from brands such as ACT, AEM, Aeromotive, ARP, Brian Crower, and Cometic. The company also operates a service division offering custom engine building for B, C, D, F, H, and K series Honda engines, Dynojet chassis dyno tuning, and Honda/Acura-certified maintenance and repair services from its New Berlin, Wisconsin facility.

Product overview

King Motorsports Unlimited, Inc. is an authorized US Mugen distributor since 1988, specializing in Mugen performance products and accessories for Honda and Acura vehicles alongside complementary third-party performance brands. The company operates a dual business model: an e-commerce platform selling performance parts (clutches, fuel systems, fasteners, suspension, engine internals) and a service division offering engine building, dyno tuning, and Honda/Acura maintenance/repair. The core offering is Mugen-branded components including carbon fiber aero kits, steering wheels, interior accessories, and lifestyle merchandise, supplemented by branded performance parts from ACT, AEM, Aeromotive, ARP, ASR, ATI, Blox, Brian Crower, Carrillo, and Cometic. The engine building and dyno services represent the company's technical expertise, capable of producing 400+ WHP B-series and 500+ WHP K-series builds for street and track applications.

Differentiator

Problem solved

Functional benefit

Products and services

• Mugen Performance Products Official Mugen performance parts, accessories, and merchandise for Honda and Acura vehicles, including carbon fiber components, steering wheels, floor mats, shift knobs, aero kits, and lifestyle apparel. King Motorsports has been an authorized US Mugen distributor since 1988 and facilitates special import orders from Mugen HQ in Japan.
• Engine Building Services Custom engine building for Honda and Acura B, C, D, F, H, and K series engines, featuring ported intake manifolds, big throttle bodies, flow-balanced cylinder heads, and dyno break-in. Capabilities include 400+ WHP B-series builds, 500+ WHP daily drivers, and championship-winning track engines.
• Dyno and Tuning Services Dynojet chassis dyno services with engine break-in, ECU tuning, and performance mapping. Uses Dynojet equipment for drop-in engine installation and intake tube length tuning, serving Honda and Acura performance enthusiasts and racers.
• Honda and Acura Maintenance and Repair Services Honda Certified technician services including oil changes, timing belt and water pump replacement, tire rotation, brake service, alignments, and high-mileage vehicle maintenance for pre-2006 and 2006+ Honda and Acura vehicles. Uses Genuine Honda Parts.
• Performance Parts (Multi-Brand Retail) Retail sales of performance parts from multiple brands for Honda and Acura vehicles, including ACT clutches, AEM cold air intakes, Aeromotive fuel systems, ARP fasteners, ASR suspension components, ATI dampers, Blox Racing products, Brian Crower engine internals, Carrillo connecting rods, and Cometic gaskets.

Quantifiable outcome

• 33 out of 36 races won with SCCA GT-5 Civic
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Mugen Co., Ltd.coreChannel Partner/ Reseller/ DistributorKing Motorsports has been the sole authorized North American distributor of Mugen parts since 1987/1988. They facilitate special import orders for the entire Mugen product lineup straight from Mugen HQ in Japan. This partnership began when Mugen decided to enter the US market and chose King Motorsports as their exclusive US distributor.
• Swift SpringscoreTechnology or IntegrationSwift has been a King Motorsports partner for over 20 years, supplying race springs and spring sets for all King Motorsports project and track cars. King Motorsports sells Swift products including Sport Lowering Springs.
• Honda Motor Co., Ltd.minorChannel Partner/ Reseller/ DistributorKing Motorsports is an authorized seller of Genuine Honda Parts and holds Honda certified technicians. They use only Genuine Honda Parts for service and repairs.

Scale indicators6 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Hondata: Hondata is the leading maker of ECU tuning solutions and performance electronics for Honda and Acura vehicles. It directly competes with King Motorsports in the same Honda/Acura enthusiast market, overlapping heavily on dyno tuning, ECU pairing, and performance build services.
• Full-Race Motorsports: Full-Race designs and sells turbo systems, engine build components, and tuning solutions specifically for Honda/Acura platforms. It overlaps directly with King Motorsports' engine building and forced induction product lines and serves the same high-performance builder segment.
• Hasport Engine Mounts: Hasport manufactures and sells engine mounts and swap components specifically for Honda and Acura engine conversions (including K-swap builds, a King Motorsports specialty). It targets the same Honda/Acura enthusiast customer base and competes in the engine build and swap ecosystem.
• Hybrid Racing: Hybrid Racing specializes in Honda and Acura performance parts including engine swaps, fueling, and bolt-on components. It serves the same K-swap and B-series builder community that is core to King Motorsports' engine building business.
• Concept Z Performance: Concept Z Performance is a multi-brand retailer and fabricator specializing in Honda and Acura aftermarket parts, including engine building components and full swap kits. It competes directly with King Motorsports for both DIY customers and project car builders across the same Honda platforms.
• PRB Performance: PRB Performance is a Honda/Acura specialty retailer offering engine building components, suspension, and forced induction parts. It competes with King Motorsports on product catalog breadth and pricing for the same Honda/Acura enthusiast demographic.

Broad incumbents

• Summit Racing Equipment: Summit Racing is one of the largest US mail-order and online retailers of performance aftermarket parts across all vehicle makes. It does not specialize in Honda/Acura but competes for the same enthusiast wallet share with broader catalog and faster fulfillment.
• Turn5 (AmericanMuscle / ExtremeTerrain): Turn5 operates a portfolio of enthusiast e-commerce storefronts (AmericanMuscle, ExtremeTerrain, etc.) selling aftermarket parts directly to consumers. It shares King Motorsports' e-commerce and DTC distribution model but at vastly different scale and platform focus.
• JEGS: JEGS is a leading US performance parts mail-order retailer offering a wide range of automotive aftermarket products. It overlaps with King Motorsports' parts retail business but lacks Honda/Acura specialization or a service component.

Emerging players

• RealTruck: RealTruck is an e-commerce-driven aftermarket retailer focused on truck and off-road accessories with expanding automotive coverage. While not Honda/Acura-specific, it represents the broader DTC aftermarket retail model that competes for enthusiast spending and parts catalog visibility.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/kingmotorsports
• LinkedInlinkedin.com/company/king-motorsports

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 King Motor Sports Unlimited, Inc.