Our story begins in Madison, Wisconsin back in 1999, when the Smith family decided to pursue their lifelong passion for all things automotive. As hobbyists who loved tinkering with cars and trucks, we knew firsthand how frustrating it was trying to find affordable specialty parts locally. The pickings were slim unless you were willing to pay premium prices at the dealer.
After one too many fruitless trips to the local auto parts chain, we realized there had to be a better way. Thus, Rock Auto was born right in our home garage. We started small, selling tuner and racing components we sourced ourselves. Word spread quickly among Madison’s enthusiast community about this new resource for hard-to-find performance parts.
Bolstered by positive word-of-mouth, our inventory and reach began to grow. We gradually added replacement parts, accessories, tools and more. Our catalog doubled year after year as we established relationships with leading manufacturers and distributors. By the mid-2000s, Rock Auto had become a go-to shop for mechanics and repair shops, who appreciated the reliable service and deep selection of professional-grade parts.
The launching of rock-auto.parts truly took us to the next level. Now DIYers and pros nationwide could easily look up and purchase exactly what they needed, shipped quickly right to their door. To keep pace with demand, we expanded into a proper warehouse and significantly increased our inventory. Our team grew rapidly too. By 2010, we had become a leading national auto parts e-tailer, serving hundreds of thousands of customers.
Today, Rock Auto offers over 600,000 parts and accessories to get virtually any vehicle back on the road. Our family-owned company now employs over 500 staffers, yet we’re still obsessed with customer service – it’s in our DNA. More on that later! First, let’s look at exactly who shops with us and why Rock Auto has become their go-to parts source.
Who Shops at Rock Auto? Everyone!
Although we got our start catering to hobbyists and mechanics, today all types of auto owners shop at Rock Auto. Our customer base falls primarily into three segments:
For Enthusiasts, By Enthusiasts
Weekend warriors tackling custom builds and restomods have been part of the Rock Auto family since the beginning. Our “gearhead gene” makes us the perfect source for upgrades, tuner parts and rare trim pieces. We live and breathe the hobbyist mindset, so DIYers trust us to have specialty components to make their project dreams a reality, without blowing their budget.
Equipping Shops Nationwide
Professional mechanics, installers and repair shops choose Rock Auto for our comprehensive catalog that covers virtually every repair job. We have strict quality standards so pro techs can feel confident choosing parts brands their customers trust. Our warehouse ships 99% of orders same or next day, so shops stay stocked without tying up cash in inventory. For speed, selection and service, repair professionals consistently choose Rock Auto.
Empowering Everyday Drivers
While hobbyists and professionals represent a majority of our business, an average driver can just as easily handle basic repairs and maintenance with parts from Rock Auto. Why hassle going to the dealership and paying full retail? We supply weekend warriors and everyday motorists alike with brake pads, batteries, belts, filters and other maintenance items at wholesale prices. Being able to affordably DIY basic jobs helps the average driver extend the life of their vehicle.
In the end, we serve anyone who wants to fix their car right, fix it inexpensively, and fix it themselves. The common thread is that our customers value quality without paying a premium. That principle is at the heart of the Rock Auto experience.
Guiding Principles that Drive Us
Here at Rock Auto, we live and breathe cars, trucks and anything with wheels. But there’s more to our company than just parts. Some core values shape our business practices and customer commitment:
Unmatched Selection
Without the right part, we can’t get your vehicle back on the road. So we’re obsessively committed to sourcing even hard-to-find and high-demand parts that are virtually unavailable locally. We carry over 600,000 products from trusted names and specialty brands so DIYers and professionals can get the exact component they need. Our inventory team is constantly expanding into new categories based on customer requests. Simply put, we’ll search the ends of the earth to help you find that elusive part!
Wholesale Prices, Always
Saving customers money is our passion. By leveraging high-volume purchases, we secure exclusive wholesale pricing and pass every penny of savings along. Shopping with us means brand name products, factory direct parts, and premium supplies at dramatically lower prices than local retailers – we guarantee it! Value and low prices are central to the Rock Auto experience.
Convenience is King
Between responsibilities like work, family life and homeownership, who has time to search every parts store in townfor a specific brake rotor? That’s why we optimize rock-auto.parts for the fastest, easiest shopping experience. Our categorized catalog, exploded diagrams and intelligent search filters help customers pinpoint the right part in seconds. Order any time of day from anywhere, and we’ll deliver to your doorstep. The very definition of convenient!
Lightning Fast Delivery
Since day one, getting customers the right part quickly has been critical. We know you need your vehicle back safely on the road ASAP. That’s why 99% of in-stock orders ship same or next business day. Our warehouse team is relentless about order accuracy and speedy fulfillment. Parts get to you when you need them thanks to our optimization of the entire order process. We’ve taken the wait and headache out of parts buying!
Customer Commitment
You’ll notice that few retailers offer the level of personal service we provide. From our Wisconsin-based sales team to our tech support gurus, Rock Auto staffers will go the extra mile to help with questions, complex orders or returns. We take pride in making each customer happy and being the most knowledgeable partner for your parts needs. Our sterling reviews and longtime customer loyalty stem from genuinely caring about each order.
Community Driven
Giving back is important at Rock Auto. From local causes to nonprofits across the nation, we donate time, money and parts to groups that resonate with our team. Youth automotive education, scholarships for aspiring mechanics and restoration programs are just some of the philanthropic efforts we support. We know an auto-focused career or hobby can be life changing, and want to foster the next generation’s passion.
Our principles define who we are and what DIYers, professional technicians and everyday drivers can expect when they choose to shop Rock Auto. Now, let’s take a look toward the future!
What Lies Ahead – Growth, Innovation, More for Customers
With over 20 years under our belt, Rock Auto is still revved up and raring to go. As we continue to enhance how we serve loyal customers, areas of focus include:
- Expanding warehouse capacity by 50% to open up inventory for at least 150,000 more parts across various categories. More room = more selection!
- Optimizing fulfillment to ship 99.9% of in-stock orders within 24 business hours. New picking and packing technology will help us work towards same day shipping.
- Growing the catalog into new categories like medium/heavy duty truck parts to meet demand from pro installers. We continuously evaluate and onboard new specialty part suppliers.
- Ramping up tech support and DIY education through how-to content, digital social engagement and one-on-one consultation. We want to share our parts expertise!
- Increasing brand awareness through targeted marketing. We welcome the chance to introduce more enthusiasts to the Rock Auto experience. There’s always room to build trust and preference.
- Expanding internationally by improving the overseas ordering experience and inventory for emerging global markets. Parts buyers worldwide should know about Rock Auto!
The common thread is enhancing the customer experience at every touchpoint. We’ll continue operating as an independent retailer focused on great prices, unbeatable selection and auto-obsessed service for many years to come.
Let’s Turn Wrenches Together!
That covers the origins, principles and future vision driving America’s preferred auto parts source. We hope this gives some insight into the passion and commitment our team pours into Rock Auto. More than just a warehouse, we strive to be your knowledgeable partner for all things DIY automotive.
Our story is defined by a shared love of vehicles – be it custom restomods, family haulers, vintage crusiers or work trucks. We live for the challenge of finding those hard-to-source parts that make your project a success. So fellow gearheads, pro techs and everyday motorists, we invite you to join us. Together, we’ll keep your vehicles running smoothly for many more happy miles of motoring ahead.
