VIVID Racing Joins Enthusiast Enterprises Incorporated, Strengthening Its Position
as the Market Leader in Automotive Aftermarket Ecommerce
Enthusiast Enterprises Incorporated (“EEI”), a leading innovator in the automotive
aftermarket ecommerce industry, announced today that it has expanded its brand via VIVID
Racing (“Vivid”) joining EEI’s existing brands. Vivid is an established ecommerce platform
known for its extensive catalog of aftermarket automotive parts and accessories. EEI’s
divisions include Custom Offsets, Fitment Industries, Function Powersports,
MAPerformance, Mr. Wheel Deal, SD Wheel, SD Wholesale, Trailbuilt Offroad, and Vivid
Racing.
This move strengthens EEI’s market position and accelerates its vision of
Being the automotive enthusiasts go to eCommerce company for all things on and off-
road. Synergies in supply base, logistic footprint, and operational efficiencies are already
underway to further maximize the value EEI can provide to its passionate and engaged
customer base.
“We are beyond thrilled to welcome Vivid into the EEI family,” said Steve Hamilton, Owner
and Chairman of EEI. “The Vivid team is an ideal cultural fit for EEI, given our shared
passions for the automotive aftermarket and desire to support automotive
enthusiasts. Vivid has built an impressive brand that resonates with today’s modern
automotive customer. By combining our strengths, we are positioned to lead the next
phase of growth in this ever-dynamic market.”
Founded in 2001 by Rob Rohn and Dan Mermelstein, Vivid quickly garnered attention just
one year later at the 2002 SEMA show. Enthusiasts themselves, Rob and Dan’s wide variety
of automotive interests resulted in a continuously expanding catalog of product offerings in
the performance, aerodynamic, and aesthetic arenas. Decades of effort have resulted in
Vivid being the aftermarket powerhouse it is today.
“Joining EEI marks an exciting new chapter for Vivid,” said Rob and Dan. “Our team is proud
of what we’ve accomplished, and we look forward to scaling our impact with EEI’s
resources, talent, and shared vision for present and future automotive enthusiasts.”
About EEI
EEI is a leader in the automotive aftermarket ecommerce sector, providing enthusiasts with
tens of thousands of wheel and tire package options, proprietary fitment data, the world’s
largest gallery of vehicles, and a wide breathe of automotive accessories. With a relentless
commitment to quality, technology, and customer satisfaction, EEI has served over a
million customers nationwide through its suite of car, truck, and off-road divisions.
About Vivid Racing
Vivid Racing is an eCommerce retailer specializing in high-performance automotive parts
for cars, trucks, and motorcycles. Vivid’s extensive catalog includes both third-party and
its own branded components, such as exhausts, suspension kits, and tuning
solutions. Since its inception in 2001, Vivid has been a commanding presence in
motorsports and has maintained a committed customer base.
