RockAuto was founded in 1999 by brothers Tom and Jim Taylor. After growing up in Detroit and working for both the GM and Chrysler factories, these brothers found true frustration with most auto parts stores. In the 1980’s, car factories were closing and many auto parts stores were struggling. Tom and Jim moved to Madison, Wisconsin, and after trying to be happy working other jobs, they decided to open their own online auto parts store.
While RockAuto claims to have more than 1 million parts in stock, the company actually uses large distributors to actually hold items in a warehouse. RockAuto finds the parts and has the distributor ship the parts to the customer. RockAuto backs their suppliers, however, and if there is ever a problem. RockAuto takes care of the issue.
The company has been growing steadily over the years but is reluctant to actually release any numbers. RockAuto has recently been running some ads on prime-time television shows, such as the Rachel Maddow Show on MSNBC. The commercials might be a bit corny, but the company says they have been effective.
RockAuto has a 4.7 out of a 5-star rating on many review sites, such as Google. The Better Business Bureau gives them an A+ rating, with more than 790 positive reviews. Company headquarters remain in Madison, Wisconsin.