One Order Every 20 Seconds, Annual Sales Surge to 700 Million
Chongqing Emerges as Automotive Parts Giant: One Order Every 20 Seconds, Annual Sales Surge to 700 Million
Returning Overseas Student Sells Auto Parts
On October 27, 2025, the F1 Mexico City Grand Prix concluded with Lando Norris dominating the race to claim victory. This pinnacle showdown reignited global racing enthusiasts' passion and brought renewed attention to the motorsports industry, propelling the domestic auto parts brand MaxpeedingRods into the public eye.
Specifically, MaxpeedingRods is a global brand specializing in high-performance automotive aftermarket components. Its parent company, Guogui Racing Technology Co., Ltd. (hereinafter referred to as “Guogui Technology”), was founded in Chongqing, known as the “Automotive City.”
Leveraging the mature automotive parts industrial cluster of the mountain city, Guogui Technology has made remarkable strides in overseas markets. To date, its products have been exported to 176 countries and regions worldwide, serving over 4 million loyal customers, establishing it as a benchmark enterprise in China's automotive parts export sector.
Products exported to 176 countries and regions worldwide.
Chen Shu, Founder of Guogui Technology. Image source: People's Daily Online Chongqing Channel
“The land shapes the people,” and MaxpeedingRods founder Chen Shu grew up in the Sichuan-Chongqing region. His decision to drive the auto parts industry's global expansion stemmed from his study abroad experience in the UK.
During a gathering while studying abroad, Chen Shu stumbled upon the local car modification scene. He was astonished to discover that British car enthusiasts were willing to spend generously on modifying their vehicles—whether it was improving air intake, boosting engine power, or tuning suspension. These “basic modifications” in the eyes of enthusiasts were all costly endeavors.
This observation sparked an idea in Chen Shu's mind: Given the vast consumer market among foreign car enthusiasts, leveraging Chongqing's robust automotive supply chain to produce reliable, cost-effective aftermarket parts could present a significant business opportunity.
Without hesitation, in 2006, Chen Shu returned to Chongqing to establish Guogui Technology, determined to carve out a niche in the automotive parts sector. By 2016, recognizing the unsustainable nature of traditional OEM manufacturing, Chen launched his own brand, MaxpeedingRods.
However, the overseas auto parts market was already dominated by major international brands from Europe, America, and Japan, making it difficult to break into the high-end segment. As a latecomer, MaxpeedingRods positioned itself as a brand offering “racing-grade performance parts everyone can afford.” It aimed to satisfy the performance demands of “enthusiast-level” players while also providing entry-level players with an affordable option for car upgrades.
Public records indicate that after 19 years of dedicated development, MaxpeedingRods now offers comprehensive coverage across automotive categories. With over 5,000 high-performance modification parts spanning more than 120 categories, consumers can find compatible products for virtually any vehicle model.
MaxpeedingRods boasts extensive product selection. Image source: MaxpeedingRods
This extensive product selection and high cost-effectiveness have established a robust brand moat for MaxpeedingRods in overseas markets. Public data indicates that in 2020, MaxpeedingRods generated an order every 20 seconds.
MaxpeedingRods' performance remains equally impressive. In 2024, Guogui Technology achieved annual revenue of 689 million yuan, with MaxpeedingRods—its core sub-brand—contributing over 90% of cross-border e-commerce income. Furthermore, Guogui Technology's core automotive modification components have empowered racing teams in France, the UK, and other countries to secure championships in major competitions such as the Italian Drift Championship and the Texas Formula Drift Series.
Auto Parts Sellers Go Global in Droves
Guogui Technology's success in overseas racing and modified vehicle parts markets reflects the massive demand across the entire auto parts export sector.
Data from Mordor Intelligence indicates that the global automotive parts market will reach $111.53 billion by 2025, projected to climb to $140.12 billion by 2030 with a compound annual growth rate of 4.67%.
Global Automotive Parts Market Size Continues to Grow Source: Mordor Intelligence
Within this market, Chinese products hold a competitive edge. Despite fierce competition from international brands, China stands as the only country globally capable of exporting full-category parts for “all vehicle models,” surpassing Germany in manufacturing diversity.
Data released by the China Association of Automobile Manufacturers shows that in the first half of 2025, China's automotive parts exports reached a cumulative value of $47.42 billion, marking a 4.5% year-on-year increase. Projected at this rate, China's annual auto parts exports are poised to exceed $100 billion in 2025.
This high-growth industry has opened opportunities for cross-border sellers. Companies like Daotong Technology, YITAMOTOR, Dacheng Optoelectronics, and Shanghai Yinshi have successfully established themselves in international markets, becoming key players in the global supply chain.
YITAMOTOR Amazon Store Image Source: Amazon
While the collective global expansion of major auto parts sellers is positive, one critical point demands attention: as the auto parts sector upgrades toward intelligence and convenience, demands for product technology and quality are simultaneously rising.
MaxpeedingRods once faced near-bankruptcy when free samples sent to a U.S. drift racing team fractured on the 47th lap. Photos posted online led to 70% of the brand's orders being canceled. Ultimately, the brand regained market trust and emerged from this survival crisis by comprehensively tightening quality control and establishing a rigorous quality assurance system.
In summary, the growth dividends of the global auto parts market and the advantages of China's supply chain have paved a fast track for auto parts sellers going global. However, as the industry evolves, quality and technology are the core competitive strengths. Only by seizing opportunities and strictly upholding quality can sellers go further in the international market.