How racing enthusiasts fuel aftermarket growth, innovation

Racing enthusiasts may represent a small slice of the automotive aftermarket, but their influence on spending and innovation is outsized.

New data from Motormia, an AI-driven platform for planning enthusiast builds and discovering parts, found that racing-focused users — those who selected “racing” as their goal when creating a build — accounted for 23 per cent of total aftermarket value in 2025 while making up just 15 per cent of Motormia’s user base. These enthusiasts include drift, drag and track racing builders, and their behaviour sets them apart from casual modifiers.

“They spend more, they innovate faster, and they push the limits of what’s possible,” said Isaac Bunick, CEO of Motormia. “If you want to see the future of this industry, follow the people chasing the next tenth of a second.”

The data shows racing users spend 68 per cent more per build, install 26 per cent more parts and choose components that cost 33 per cent more on average. Spending spikes even higher in key categories: 50 per cent more on brakes, 44 per cent more on suspension, 41 per cent on ECU and engine management and 30 per cent on cooling systems.

Bunick said these patterns reflect a segment that behaves like “real-world R&D teams,” engineering and testing components under extreme conditions and accelerating innovation for the entire industry.

Digital behaviour is also emerging as a leading indicator of market trends.

“We see emerging categories months before they hit the broader market. For manufacturers, this data is becoming as vital as traditional market research,” Bunick explained. `

By analyzing planned builds, suppliers can anticipate demand earlier, tailor products more precisely and speed up go-to-market strategies.

The report suggested lessons for the broader aftermarket. Performance culture often shapes mainstream trends, with innovations developed for racing eventually becoming standard upgrades. High-intent segments deliver disproportionate revenue, and data-driven personalization is now a competitive advantage. Direct-to-consumer relationships also matter more than ever, as racing users reward brands that provide expertise and specificity.

“These are not casual modifiers,” Bunick said. “They’re engineering, testing and pushing components to the limit. Their needs accelerate innovation for the entire industry.”

Image credit: Depositphotos.com

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