MOTORMIA Finds North Carolina Racers Outspend Average Builders by 66%
MOTORMIA analysis shows North Carolina racing enthusiasts spend more on turbochargers, engine components & brake systems than the non-racing enthusiast...
New enthusiast behavior data from MOTORMIA reveals that North Carolina’s racing community is investing significantly more into performance vehicle builds than non-racing enthusiasts, highlighting a growing shift toward increasingly sophisticated, track-focused vehicle setups heading into 2026, company officials stated in a press release.
The findings are based on analysis from MOTORMIA’s proprietary automotive intelligence platform, which combines over 5 million aftermarket parts, more than 50 million fitment records, and real-world enthusiast build behavior to understand how modern vehicles are modified in practice, noted the release.
According to the data, racing-focused users spend approximately 66% more per vehicle build than non-racing enthusiasts, averaging roughly $10,000 versus $6,000 per project. Racing enthusiasts also install two more parts per build, reflecting a trend toward more complete and technically advanced performance packages.
The average component selected by racing users additionally costs 31% more than parts chosen by non-racing enthusiasts, the study showed.
Where Racers Spend Their Money
The largest spending gaps emerge in categories tied directly to track performance and high-horsepower reliability. North Carolina racing enthusiasts spend approximately two times more on turbocharger and supercharger upgrades than non-racing builders, while spending on engine components and brake systems reaches nearly three times that of the average enthusiast.
The analysis also shows that racers consistently choose higher-priced components within each category, signaling increased demand for premium performance hardware designed for durability under competitive driving conditions.
“These trends show enthusiasts are building far more complete performance systems than they were just a few years ago,” said Isaac Bunick, CEO of MOTORMIA. “It’s no longer just about adding horsepower. Racers are investing heavily in the supporting systems. Braking, engine internals, cooling, forced induction, suspension — everything required to make a car perform reliably under real racing conditions.”
The company says the data also validates the growing importance of intelligent fitment infrastructure within the aftermarket industry. As modern builds become increasingly customized, compatibility between modifications becomes exponentially more difficult for traditional catalog systems to manage.
Key Findings
- Racing enthusiasts spend 66% more per build
- Racing builds include two more parts (Average: 9.5 vs 7.4)
- Average component cost is 31% higher
- Turbocharger and supercharger spending is approximately 2X higher
- Engine and brake spending is approximately 3X higher
North Carolina’s Motorsports Roots Fuel Continued Aftermarket Growth
The findings reinforce North Carolina’s longstanding role as one of America’s most influential motorsports markets, fueled by deep roots in stock car racing, grassroots drag racing, time attack competition and track-day culture.
The findings come as the High Performance Expo (HPX) gets underway at the Charlotte Convention Center, June 2-4, bringing together manufacturers, race teams, builders, retailers and enthusiasts to explore the latest innovations in the high-performance aftermarket.
