#USA #Indianapolis #racing #Aftermarket #MOTORMIA

MOTORMIA Uncovers the Power of Racing Enthusiasts

As motorsports enthusiasts converge this week for the Performance Racing Industry Show (PRI Show), new data from MOTORMIA, an innovative AI-driven platform, sheds light on the impressive role that racing aficionados play in the automotive aftermarket landscape. Even though they account for just 15% of the platform's users, racing enthusiasts have been responsible for an astonishing 23% of the total aftermarket value throughout 2025.

Racing Enthusiasts: A Small Yet Mighty Demographic

Racing enthusiasts are defined on the MOTORMIA platform as users who prioritize ‘racing’ as their goal when customizing their vehicles. This group encompasses various racing activities, including drift, drag racing, and track racing. The platform's data highlights that racing enthusiasts are not merely hobbyists; they display remarkable economic behavior that significantly drives the aftermarket industry. On average, these users spend 68% more on each build compared to other segments, choose 26% more parts (9.5 versus 7.5), and select components that cost 33% more.

Diving deeper into the statistics reveals that their spending escalates further in key categories:

• - 50% more on brakes
• - 30% more on cooling systems
• - 44% more on suspension parts
• - 41% more on engine management and ECUs

According to Isaac Bunick, CEO of MOTORMIA, these racing enthusiasts operate similarly to professional research and development teams. Their dedication to engineering and testing significantly contributes to the fast-paced advancement of the entire automotive industry.

Anticipating Market Trends

MOTORMIA’s insightful analysis highlights how the digital behavior of these enthusiasts acts as a harbinger for industry trends. The platform tracks not only purchases but also user intent, offering manufacturers a unique advantage. “We can identify emerging categories well ahead of their market debut,” explains Bunick. This predictive capability allows companies to adjust their strategies more effectively and tailor products to meet anticipated demands.

Lessons for the Broader Aftermarket Industry

Even brands that aren’t specifically racing-oriented can glean vital insights from the behaviors exhibited by racing enthusiasts:
1. Performance culture shapes the mainstream: Innovations initially birthed in racing contexts often become standard enhancements across the market.
2. High-intent users provide higher revenue: Specialized segments, whether involving racers or electric vehicle builders, consistently outperform broader audiences.
3. Data-driven personalization is crucial: A nuanced understanding of user motivations and budgets can lead to smarter, more targeted product development.
4. Direct-to-consumer relationships are essential: Racing users favor brands that deliver expertise and direct engagement, rewarding those that demonstrate their commitment to the racing community.

As the PRI Show unfolds, highlighting technological advancements in motorsport, the data from MOTORMIA emphasizes the essential contributions of racing enthusiasts. Despite their minority status, they act as the engines of creativity and engineering within the automotive aftermarket, pushing the limits of what’s possible. “They spend more, innovate quicker, and drive the industry forward,” Bunick asserts. “To glimpse the future of our field, watch those chasing the next fraction of a second.”

About MOTORMIA

Founded in Arizona in 2023, MOTORMIA has rapidly established itself as the premier platform for U.S. automotive enthusiasts seeking aftermarket parts to fulfill their automotive dreams. The AI-powered platform and app facilitate the design, optimization, and realization of vehicle builds. With over a million builds completed across various vehicle types, including cars, trucks, bikes, and UTVs, MOTORMIA enables users to creatively design, tune, and refine their dream machines through the power of AI-assisted discovery. By analyzing user intention and behavior, MOTORMIA also equips manufacturers with actionable insights for the future of automotive innovation. Try the app for free to explore further and learn more at MOTORMIA.