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...