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Hoonigan

Automotive lifestyle brand and media

Overview

What Hoonigan does: Hoonigan creates automotive entertainment and experiences that celebrate car culture. It engages with fans through stunts, events, and media that showcase high-adrenaline driving and automotive lifestyle, supported by apparel and branded content. How its products work: The company designs and hosts automotive activities (like donuts, stunt performances, and on-street displays), produces media and events that capture and share the thrills of car culture, and sells related merchandise to fans. How it differs from competitors: It markets itself as genuine automotive enthusiasts who deeply connect with fans and the culture, rather than detached corporate branding, emphasizing authenticity and hands-on, street-level performance. What the goal is: To push the boundaries of automotive culture and grow a loyal community of enthusiasts who share a passion for motorsport and cars.

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About Hoonigan

Simplify's Rating
Why Hoonigan is rated
C
Rated C on Competitive Edge
Rated B on Growth Potential
Rated D+ on Differentiation

Industries

Company Size

51-200

Company Stage

N/A

Total Funding

N/A

Headquarters

Mobile, AL

Founded

N/A

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What believers are saying

  • November 23, 2026's Souseiki documentary can spike traffic and merchandise conversion.
  • Tom Tecklenburg's 2026 lighting hire signals a push to improve Morimoto execution.
  • Hoonigan's 2026 SEMA presence keeps retailer relationships and enthusiast relevance visibly alive.

What critics are saying

  • Hoonigan remains lender-controlled after 2024's $1.2 billion restructuring, limiting strategic freedom.
  • The company depends on stunt marketing; one weak Gymkhana cycle can crush engagement.
  • Brian Scotto's September 2026 move to F=ma weakens Hoonigan's creative moat.

What makes Hoonigan unique

  • Hoonigan owns a culture engine: Brian Scotto's Gymkhana brand still drives attention.
  • Ryan Waldron, appointed April 20, 2026, is scaling aftermarket distribution and lighting.
  • The November 2026 RWB sweepstakes ties products, content, and community into one funnel.

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Company News

Man of Many
Nov 3rd, 2026
Hoonigan and Akira Nakai unveil Porsche 911 RWB 'souseiki'

Hoonigan and Akira Nakai unveil Porsche 911 RWB 'souseiki' Updated: 3 November, 2026 Readtime: 7 min * Hoonigan unveiled a bespoke one-off Porsche 911 Carrera S RWB build. * Akira Nakai hand-crafted the Guards Red 997 widebody across two days. * The 3.8-litre flat-six pairs with Bilstein coilovers and a BBi exhaust. * Sweepstakes prize includes the car plus USD$35,000 cash. * Entries close on 31 December 2026 via official partner channels. Hoonigan has partnered with RAUH-Welt Begriff (RWB) founder Akira Nakai to create a one-of-one Porsche 911 Carrera S named "Souseiki," or "Genesis." But this isn't another RWB build destined to sit in the garage of a millionaire that's spent too much time on Need for Speed. No, this one could be yours as it will be the grand prize in a sweepstakes competition run by the brand, alongside USD$35,000 (approx. AUD$53,800) in cash. Built over two days in front of a live audience in Huntington Beach, California, the 997-generation Porsche 911 features Nakai's hand-cut widebody conversion finished in Guards Red. Mechanical upgrades beyond this are limited but include Bilstein coilover suspension, custom three-piece forged Rotiform wheels, a hand-fabricated BBi Autosport StreetCup exhaust system, and probably a few thousand cigarette butts signed (smoked) by Nakai throughout the build. While Man of Many has seen its fair share of RWB builds over the years, this one is extra special as it re-establishes a partnership that began in 2011 when Nakai travelled to the United States to transform Hoonigan co-founder Brian Scotto's 964 Turbo into the first American RWB build. While that early air-cooled model delivered 315 hp (235 kW), this new water-cooled 997 variant utilises a naturally aspirated 3.8-litre flat-six engine producing 355 hp (261 kW) and drives the rear wheels through a six-speed manual gearbox. Keep reading with a FREE account. Join 130,000+ readers and unlock unlimited articles, podcasts, members only giveaways, and more. It takes less than 15 seconds. Already have an account? By continuing, you agree to its Terms and Privacy Policy, and consent to receive emails from Man of Many about your account, special offers, and other updates. Unsubscribe anytime.

Converter
Jul 22nd, 2026
Why top tier builders exclusively choose Yank Converters.

Why top tier builders exclusively choose Yank Converters. Jul 22, 2026 When it comes to building high-performance vehicles, every component matters. Top-tier builders understand that the smallest details can make the biggest difference in performance and reliability. That's why so many of them exclusively choose Yank Converters for their builds. Unmatched quality and reliability. Yank Converters has a value proposition centered around delivering top-notch quality and reliability. Unlike some competitors, Yank uses only new Torrington bearings in their converters, ensuring optimal performance and longevity. All Yank converters are furnace brazed throughout, and the 245mm models feature double-finned drive turbines for added strength, crucial for high-horsepower applications. This commitment to quality ensures that Yank converters can withstand the rigors of demanding builds. Advanced technology. Yank Converters, with the slogan "High Torque Solutions", is at the forefront of torque converter technology. Their custom-machined, one-piece front covers are made from solid billet steel, not castings or forgings. This design prevents ballooning under extreme heat and line pressures, a common issue with lesser-quality converters. Additionally, Yank uses a one-piece flanged impeller hub that is roller burnished for extended seal and bushing life, showcasing their attention to detail and commitment to performance. Customization and performance. One of the key reasons top builders choose Yank Converters is the ability to customize the converter to their specific needs. Yank Performance Torque Converters are designed to handle the added abuse from increased horsepower and torque. With over fifteen years of lockup race converter experience, Yank knows what works and what fails. Their extra-wide, oversized lockup clutch material ensures reliable performance even in the most demanding applications. Whether it's a C5 Corvette, a Ford Mustang, or a Mopar Challenger, Yank can build a converter that maximizes performance. Collaborations and industry recognition. Yank Performance's reputation is further solidified by their collaborations with renowned brands like Hoonigan, Nelson Racing Engines, Hot Rod Garage, and Roadkill. The fact that these industry leaders trust Yank Converters speaks volumes about their quality and performance. It's a testament to Yank's commitment to innovation and customer satisfaction. Top-tier builders choose Yank Converters for their unmatched quality, advanced technology, and customization options. The reliability and performance of Yank converters make them the go-to choice for demanding automotive projects. Visit its online auto parts store today to explore its range of yank converters and discover how Yank Performace Manufacturing, Inc. can elevate your project. Ready to get started? Join Yank Performace Manufacturing, Inc. as Yank Performace Manufacturing, Inc. revolutionize the world of torque converters, one high-performance component at a time.

Aftermarket Matters
Nov 3rd, 2025
Hoonigan appoints Tom Tecklenburg to executive vice president of Lighting

Hoonigan appoints Tom Tecklenburg to executive vice president of Lighting. "I've spent the past two months getting to know the team and the business, and I'm even more excited about what's ahead," Tecklenburg says Atlanta - Hoonigan Industries has appointed Tom Tecklenburg as executive vice president of Lighting, overseeing Driven Lighting Group (DLG) and its flagship brand, Morimoto. "I've spent the past two months getting to know the team and the business, and I'm even more excited about what's ahead," Tecklenburg said. "DLG's commitment to innovation, proprietary design, and its deep connection to the enthusiast community position us to keep redefining what's possible in the performance lighting space." Tecklenburg brings decades of global automotive and commercial vehicle experience across both OE and aftermarket sectors. Before joining Driven Lighting Group (DLG), he served as vice president and general manager of Dayco North America Aftermarket. He serves on the Auto Care Association's Marketing Intelligence Committee, MEMA's CEO Council, and the Automotive Sales Council. Tecklenburg's career includes executive roles at HDA Truck Pride and The Timken Company, along with senior leadership positions at Bendix Brakes, Fram Filters, and Prestone Antifreeze under Honeywell International. "Tom's experience, leadership, and deep understanding of both the OE and aftermarket channels make him an exceptional addition to our executive team," said Dave Swift, chairman and acting CEO of Hoonigan. "He brings a people-first leadership style that aligns with our culture of performance, innovation and customer focus."

SEMA
Nov 3rd, 2025
2025 SEMA SHOW HIGHLIGHTS MOTORSPORTS ACTION ALL WEEK

2025 SEMA Show highlights motorsports action all week. DIAMOND BAR, Calif. (Oct. 30, 2025) - The 2025 SEMA Show will roar to life with its biggest slate of live motorsports activations yet, highlighted by two of the industry's most culture-driving forces: SPARQ and Hoonigan. From drift rides and film car showcases to daily burnout arena action and major reveals, this year's motorsports activities give attendees unprecedented access to the people, machines, and moments that define modern car culture. SPARQ is partnering with Westen Champlin and the Horsepower Rodeo crew to launch one of the largest drift experiences in SEMA Show history at the Diamond Lot. Dubbed SPARQ Slide City, attendees can ride along on a 145,000-square-foot course with top drivers, including Jeff Jones, Federico Sceriffo, Camren Sorensen, Amanda Sorensen, and Richard Advani. SPARQ device owners can show their QR code for fast pass, front-of-line access. Beyond the drift course, SPARQ offers a full week of experiences at North Hall #10969, including: Cody Walker autograph signing - Thursday, Nov. 6, at 1 p.m. Press conference unveiling new driver - service platform - Wednesday, Nov. 5, at 4 p.m. Hoonigan Returns to Silver Lot with Daily Burnyard Shows and Gymkhana 2025 Reveal From Tuesday, Nov. 4, through Friday, Nov. 7, Hoonigan will host Burnyard Shows at 11 a.m. and 3 p.m. daily in Silver Lot #3. These sessions feature Formula Drift competitors, Australian style burnout builds, off-road rigs, and more. Hoonigan will also debut the next chapter in the Gymkhana legacy with the "Gymkhana 2025" reveal on Tuesday, Nov. 4, at 12 p.m., and Co-Founder Brian Scotto will present the teaser film during Tuesday morning's SEMA Show Kickoff Breakfast. Celebrity signings - Lia Block, Tuesday, Nov. 4, at 4 p.m.; Chip Foose, Friday, Nov. 7 at 12:30 p.m. "We want the SEMA Show to be an engaging and immersive experience for all attendees," said Tom Gattuso, SEMA Vice President of Events. "These motorsports activations put people right in the middle of the action and show how innovation, culture, and creativity come together in the automotive world." "Hoonigan's Burnyard and SPARQ Slide City demonstrate how the SEMA Show fuses the latest products, athletes, passion, and automotive culture. Show goers will get to jump in on drift rides, check out some amazing film car displays, meet celebrity drivers, and try out hands-on demos," said Andy Tompkins, SEMA Trade Show Director. "It's a chance to get up close to the cars and the people who make this industry so exciting." The SEMA Show is one of the largest trade shows in the world, powered by a passionate and creative community. With 2,300 exhibiting brands, including 500 first-time participants showcasing the latest products and innovations, the Show delivers unmatched access to decision-makers and global markets. For more information and to register, visit www.semashow.com. All enthusiasts are invited to experience SEMA Show Friday - Open to the Public on Friday, Nov. 7, along with SEMA Fest. Tickets are available at SEMAFest.com. Live coverage from the Show can also be followed throughout the week on SEMA Live presented by AutoZone, streamed on YouTube and Meta. About SEMA and the SEMA Show The SEMA Show is a trade show produced by the Specialty Equipment Market Association (SEMA), a nonprofit trade association founded in 1963. Since the first SEMA Show debuted in 1967, the annual event has served as the leading venue bringing together manufacturers and buyers within the automotive specialty equipment industry. Products featured at the SEMA Show include those that enhance the styling, functionality, comfort, convenience and safety of cars and trucks. Additional details are available at www.semashow.com or www.sema.org, 909/396-0289.

Power Automedia
Apr 21st, 2025
Hoonigan's Rally Speedrun Championship Is Here - And It's Awesome

Hoonigan's Rally Speedrun Championship is here - And it's awesome.

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