MOTORMIA Data Shows Racing Enthusiasts Are Driving Aftermarket Spend and Innovation

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MOTORMIA, an Arizona-based AI platform for planning vehicle builds and sourcing aftermarket parts, has released new data ahead of the PRI Show indicating that racing-focused users are disproportionately driving growth and innovation in the automotive aftermarket. Although racing enthusiasts make up only 15% of MOTORMIA’s user base, they generated 23% of total aftermarket value on the platform in 2025. MOTORMIA defines these users as those who select “racing” as their goal when designing builds—covering drift, drag, and track racing—and their behavior reveals a high-intent, high-spend segment that functions like a real-world R&D engine for the industry. According to MOTORMIA’s figures, racing users spend 68% more per build, install 26% more parts (9.5 vs. 7.5), and choose components that are on average 33% more expensive than those selected by non-racing users. The spending gap widens in key performance categories, with racing enthusiasts spending 50% more on brakes, 30% more on cooling systems, 44% more on suspension, and 41% more on ECU and engine management components.

For MOTORMIA’s business and its partners, the data underscores the strategic value of intent-driven analytics and the platform’s role as an early indicator of market direction. CEO Isaac Bunick emphasized that what users design digitally on MOTORMIA often foreshadows real-world purchasing patterns, positioning the company’s dataset as a leading indicator for manufacturers and suppliers seeking to anticipate demand and refine product roadmaps. By tracking not just purchases but build intent, budgets, and configuration choices, MOTORMIA is positioned to provide OEMs, aftermarket brands, and performance suppliers with insights that can accelerate go-to-market strategies and improve product-market fit. The company argues that performance-oriented segments such as racers and EV builders deliver outsized revenue impact relative to their size and that data-driven personalization and direct-to-consumer engagement are becoming decisive competitive advantages. Founded in 2023, MOTORMIA reports that its AI-driven platform has powered over one million builds across cars, trucks, bikes, and UTVs, and it is leveraging that scale to help brands understand how performance culture and enthusiast behavior migrate into mainstream aftermarket trends.