60In the past, the European and American markets generally held a stereotypical impression of Chinese auto parts as “cheap and low-quality.”
However, the modification brand MaxpeedingRods under Chongqing Guogui Technology has rewritten this perception with hardcore product strength.
After 19 years of deep cultivation, its products are exported to 176 countries including the United States, the United Kingdom, and Germany, attracting more than 4 million overseas fans. Annual sales growth reaches 50%, and at peak times, the brand even achieved one order every 20 seconds.
Image source:MaxpeedingRods
Breaking the Deadlock: From Doubt to Respect
In 2006, Mr. Chen, who had returned from studying in the UK, founded Guogui Technology in Chongqing and launched the MaxpeedingRods brand.
He keenly identified the opportunity in the popularity of modification culture in Europe and America, where the high-end market was monopolized by international giants. Relying on Chongqing’s strong auto and motorcycle parts industry base (annual output of 700,000 vehicles), he was determined to create high cost-performance performance parts.
At the start of his business, Mr. Chen faced a dual dilemma: on one hand, the prejudice against Chinese manufacturing in the European and American markets; on the other hand, the domestic R&D of modification parts was almost blank.
To open up the market, he chose an extremely challenging breakthrough—racing connecting rods, which are key components to prevent engine failure in modified cars and have a very high technical threshold.
Image source:MaxpeedingRods
The first three generations of connecting rods were rejected by the market due to “unstable structure.” It was not until the fourth generation passed the German TUV test and was used by a French racing team to win a top-three finish in drift racing that the brand saw a turning point.
Subsequently, a British professional driver posted a video on social media showing his championship win using these connecting rods, and for the first time, the comment section featured recognition such as “China parts? Respect.”
Image source:MaxpeedingRods
Deep Cultivation: Performance Proven by Racing Events
The trust logic in the car modification circle is simple: “Track performance speaks.” MaxpeedingRods understands this well and actively participates in international competitions to prove product performance through real-world results.
The brand has cooperated with European and American racing teams, winning more than 20 podiums in events such as the British Drift Championship and Italian Endurance Race.
These achievements have been amplified through influencer secondary dissemination, further consolidating the brand’s authoritative image in the minds of consumers.
In an interview with racing driver Mckeever, he specifically thanked MaxpeedingRods for providing the crankshaft that played a key role in the competition.
This recognition from professional drivers provides strong endorsement for the brand and helps build trust among its target audience.
Image source:MaxpeedingRods
Marketing: Multi-Platform Strategy to Capture User Mindshare
While winning professional recognition on the track, the MaxpeedingRods brand began to make a comprehensive push on the marketing front, breaking through with a multi-platform, three-dimensional marketing strategy.
1. TikTok
In this issue, we take TikTok as an example to analyze how the MaxpeedingRods brand deeply cultivates this youth-oriented platform.
Their official account @maxpeedingrods.com on TikTok has a very clear content strategy, focusing on the vertical field of car modification.
The account attracts hardcore players deeply interested in performance modification by posting professional videos such as modification process demonstrations and detailed analysis of parts.
Image source:tiktok
For example, on June 9, the account posted a video of installing MaxpeedingRods shock absorbers. There was no extra explanation, just a detailed demonstration of the entire installation process.
In the end, this video received 59,100 views. In the comments section, we can see some product users leaving comments such as “Shock absorber extension paired with new shock absorber, the effect is amazing,” “My truck has this. I’ve had them on for about six months, and the driving experience is 10,000 times better.” For users who see the video later, it also plays a positive guiding role.
Image source:tiktok
This highly focused content strategy helped the brand quickly accumulate 36,400 followers, with total video views exceeding 10.3 million, and initially established a professional and dedicated brand image.
Image source:echotik
In addition, the MaxpeedingRods brand also hosts live streams on its own account to answer user questions and promote popular products. The setup is simple: using a screen to demonstrate product performance, accompanied by the host’s explanation. The overall layout is clear, focusing on product display.
This form of live streaming not only solves potential consumers’ questions in real time and directly showcases product advantages, but also effectively shortens the user decision path and improves conversion rates.
For brands that are just starting Tuke or lack local operation experience, if they are not familiar with overseas live streaming processes and techniques, cooperating with experienced and resourceful TikTok agency operators is also a viable option.
Image source:TikTok
Beyond self-operated content, collaboration with influencers is also key to MaxpeedingRods’ breakthrough on TikTok.
They are especially adept at leveraging the creativity of influencers with different styles, allowing products to reach a wider audience in a more vivid and resonant way.
TikTok influencer @motorguygarage (242,100 followers) is a great example. He specializes in car modification, and his fan base consists of enthusiasts, which fits perfectly with the brand’s tone.
In his collaboration video with the brand, he demonstrated the installation process of MaxpeedingRods turbochargers and control arms through detailed analysis and operation, attracting many enthusiasts. The video ultimately received 807,300 views, bringing significant exposure to the brand.
Image source:TikTok
2. E-commerce Platforms
Relying on cross-border e-commerce channels, the MaxpeedingRods brand has effectively broken regional barriers, extending its business reach to core markets such as North America, Europe, and Australia. With precise market positioning and efficient customer service, its cross-border e-commerce channels have become the absolute sales mainstay, contributing 90% of the brand’s total sales.
Currently, the brand is present on mainstream platforms such as Amazon, eBay, and its own independent site, with remarkable results: on Amazon North America alone, more than 200 ASINs (Amazon product numbers) have achieved total sales exceeding $5 million.
Image source:Amazon
Opportunity: Explosive Growth in the Global Auto Parts Market
As the MaxpeedingRods brand makes a comprehensive push on the marketing front, the global auto parts market is also experiencing explosive growth, providing a favorable macro environment for brand development.
Data shows that in 2024, the global automotive aftermarket industry is estimated to reach $468.91 billion, and by 2030, it is expected to grow to $589.01 billion, with a compound annual growth rate of 3.8% from 2025 to 2030.
North America is the world’s largest auto parts demand market, accounting for about one-fourth of the market share, with more than half relying on imports.
This continuously growing and massive market provides a broad stage for Chinese brands like MaxpeedingRods with supply chain advantages.
Image source:grandviewresearch
Inspiration: Feasible Pathways for Chinese Brands Tuke
As global competition in the auto parts market intensifies, Guogui Technology, the parent company of MaxpeedingRods, has received honors such as “Hidden Champion,” “Little Giant,” and “Specialized and New.”
Looking to the future, as the automotive industry shifts toward electrification and intelligence, the auto parts market will also develop in a more intelligent direction.
For Chinese brands, the overseas market is full of challenges, but real breakthroughs often start with a simple belief: high-quality products can transcend regional prejudice and win global recognition.
When the first British driver gave a thumbs-up to MaxpeedingRods on social media, he not only recognized a brand, but also opened a new chapter for Chinese manufacturing in the global auto parts market.