Motorhead Articles

Get Your Marketing in Gear

Level 7 Motorsports Rebrands Its Parts Store as Spirit and Speed, Unveils Updated Site with Expanded Performance Parts Lineup

Barry Alt • August 5, 2026
Spirit and Speed website banner with slogan “Same trusted store. A bold new identity.”

FOR IMMEDIATE RELEASE


Same trusted store, refreshed identity is now live at spiritandspeed.com with a growing catalog of performance parts


MARION, ILL. — Level 7 Motorsports, the family-owned, motorsports-inspired builder known for its one-of-a-kind custom trucks, today announced that its pro-touring truck, C10 Truck,  and performance parts store has rebranded as Spirit and Speed, with a refreshed design and an expanded lineup of performance parts.


As part of the rebrand, the store's web address has been updated. Customers, shops, and partners should now visit spiritandspeed.com for all shopping, product, and support needs. The site's previous address, shop.levelsevenmotorsports.com, is being retired in favor of the updated domain.


A Refreshed Brand Identity with the Same High-Quality Products and Service


Level 7 Motorsports will continue building its signature custom trucks for clients; that side of the business isn't changing. What's changing is the presentation and depth of the parts store: the same high-quality parts and trusted products Level 7 has offered are now under the Spirit and Speed name, with an expanding selection of performance parts for both DIY enthusiasts and professional shops.


"We've spent years testing, building, and refining the best parts in the industry," Jesse Vaughn, the owner, said in announcing the rebrand. "Instead of keeping that knowledge limited to the trucks we build, we're giving people direct access to it, and now with more parts than ever."


Through Spirit and Speed, customers will continue to find:

  • Genuine Level 7 parts: Built and tested in-house by the Level 7 team
  • Trusted industry brands: Products the team stands behind and uses on its own builds
  • Small-batch makers: High-quality parts from talented shops the company wants to spotlight
  • Tech Articles: Articles ranging from basic knowledge to deep dives in specific areas

What to Expect from Spirit and Speed

Alongside the rebrand and site update, the company outlined several ongoing commitments to customers:

  • A continually expanding catalog of performance parts and vendors
  • Verified fitment, installation instructions, and support on every product
  • Direct access to Jesse and the Level 7 team for build consultations and expert advice
  • A technical blog featuring how-to guides, articles, and videos to help customers build better


Availability

The updated Spirit and Speed store is live now at spiritandspeed.com. Jesse walks through the rebrand and what it means for customers in a short video, available here. Customers can also sign up for the newsletter on the site to stay current on new products, tech articles, limited releases, and promotions.

Anyone who previously bookmarked or linked to shop.levelsevenmotorsports.com is encouraged to update their bookmarks or links to the spiritandspeed.com address.


Design and Development Partner

The rebranded Spirit and Speed site was designed and rebuilt on Shopify in partnership with Motorhead Digital, who led the rebuild and design update of the platform Level 7 Motorsports previously operated on. Motorhead Digital's work supported the transition to the Spirit and Speed brand and the site's expanded product offering.


About Spirit and Speed

Spirit and Speed is the rebranded, family-owned parts store curated by the team behind Level 7 Motorsports, offering genuine Level 7 parts, trusted industry products, and small-batch maker components for DIY enthusiasts and professional shops alike. Level 7 Motorsports continues to build custom, one-of-a-kind vehicles for its clients.

Media Contact - 

Spirit and Speed LLC
9549 Johns Ln., Marion, IL 62959
Email:
sales@spiritandspeed.com
Phone: +1 (618) 841-1875
Web:
https://spiritandspeed.com/


Learn More about Our Programs
By Shanna Cathey August 20, 2026
The average age of a light vehicle in the United States is now 12.8 years, according to the latest publicly released national benchmark from S&P Global Mobility (the firm completed its spinoff into an independent company, now called Mobility Global, in July 2026, though its research is still widely cited under the S&P Global Mobility name). For the automotive aftermarket, that means a growing population of vehicles entering the years when maintenance, repair, replacement parts, diagnostics, and upgrades become increasingly important. The American vehicle fleet is getting older, and it's changing how aftermarket businesses need to think about growth. S&P Global Mobility reports that the U.S. fleet has grown to 289 million light vehicles in operation. Passenger cars now average 14.5 years old, while light trucks average 11.9 years. The high-volume 2015 through 2019 model years are also moving deeper into the aftermarket service cycle as more vehicles leave their original warranty coverage. For independent repair shops, parts suppliers, restoration specialists, performance businesses, and custom builders, the opportunity is substantial. It is not automatic, however. The businesses positioned to benefit will be the ones prepared to service an aging but increasingly technical vehicle population. Why Does an Aging Vehicle Fleet Create Aftermarket Opportunity? Older vehicles generally require more frequent maintenance and a wider range of repairs. Wear items reach the end of their service life. Seals, wiring, suspension components, cooling systems, electronics, and emissions equipment begin to demand more attention. Owners also start making larger decisions about whether to repair, restore, upgrade, or replace the vehicle. S&P Global Mobility identifies vehicles between six and 14 years old as a prime range for aftermarket service. Its research indicates that vehicles in this age range, along with even older models, are expected to represent at least 70% of vehicles in operation for several years. The newest industry forecast reinforces that opportunity. In June 2026, the Auto Care Association and MEMA Aftermarket Suppliers projected that the U.S. light-duty automotive aftermarket would grow 5.2% in 2026. The market is expected to surpass $500 billion by 2029, supported by the aging fleet, increasing vehicle complexity, and continued consumer reliance on personal transportation. Why Are Americans Keeping Vehicles Longer? High new and used vehicle prices and broader economic uncertainty continue to influence replacement decisions. Many drivers would rather invest in a vehicle they already know than take on the cost of replacing it. Modern vehicles are also durable enough to remain useful well beyond the point when earlier generations of owners may have traded them. From the shop side, the pattern is familiar. A customer says, "I just need it to last another year." Then one year becomes three. The truck remains essential to the business. The SUV stays in the family. The daily driver becomes a project because the owner would rather improve it than start over with another payment. This is where the aftermarket becomes essential. It gives vehicles a second, third, and sometimes fourth life. A 12-Year-Old Vehicle Is Still a Modern Vehicle An older fleet does not mean a simpler repair environment. A 12-year-old vehicle can still contain numerous control modules, emissions equipment, infotainment systems, electronic security features, networked sensors, and early-generation advanced driver-assistance systems. Shops must continue investing in technician training, scan tools, software subscriptions, service information, programming equipment, and calibration procedures. This is also why the Right to Repair issue remains relevant. As Motorhead Digital covered in Part 1: The Right to Repair Fight and the Freedom to Fix Victory , recent federal action created meaningful progress around emissions-related repair information and aftermarket emissions compliance. However, broader questions involving telematics, proprietary software, cybersecurity access, and non-emissions repair data remain unresolved. Older vehicles need more than replacement parts. They need judgment. They need technicians who understand the vehicle as a complete system and can distinguish a smart repair from a poor investment. They need suppliers with accurate fitment data and specialists who can combine traditional craftsmanship with modern diagnostic discipline. Which Aftermarket Businesses Stand to Benefit? Independent mechanical shops can benefit from increased demand for preventive maintenance, diagnostics, suspension work, cooling-system repairs, electrical repairs, emissions service, and age-related wear components. Parts manufacturers, distributors, and retailers can benefit from sustained demand across a wider range of model years. Accurate fitment data, inventory planning, and technical support become even more important when the active vehicle fleet spans decades. Restoration, performance, and custom shops have another opportunity. As replacement costs remain high, some owners will choose to improve vehicles they already own through: Drivability upgrades Modernized electronics Braking and suspension improvements Engine work Interior restoration Full custom or restoration builds The aging fleet is also increasingly diverse. S&P reports that battery-electric vehicles average 3.7 years old, plug-in hybrids average 4.9 years, and traditional hybrids average 6.4 years. Those vehicles will create additional service opportunities as they age, but they will also require new training, safety processes, tooling, and parts knowledge. Trust Becomes More Important as Repair Decisions Get Bigger The owner of a 12- or 15-year-old vehicle may be deciding whether to spend several thousand dollars on a vehicle with limited market value but significant practical or emotional value. That customer is not only buying a repair. They are buying confidence in the recommendation. Shops need to explain: What is urgent What can wait What may fail next Whether the proposed work makes financial sense Which repairs can be completed in phases What can be upgraded Clear inspections, photos, videos, written estimates, and phased repair plans help customers make informed decisions without feeling pressured. Motorhead Digital's Trust, Loyalty & Relationships: The Real Shop Advantage explains why trust often begins before a customer enters the shop. People study reviews, websites, project photos, and social media to decide whether a business looks credible, transparent, and capable. Pricing communication matters too. Older vehicles can expose hidden problems, discontinued parts, long lead times, and changing supplier costs. Tariffs, Pricing Pressure, and How Auto Shops Can Communicate Value Better offers practical guidance for explaining those variables without apologizing for charging appropriately.
A smiling automotive technician in a repair shop raises both fists beneath a banner.
By Shanna Cathey & Barry Alt July 22, 2026
The automotive right to repair battle just saw a massive victory with the Freedom to Fix memorandum. Learn how independent shops can leverage this to win.
AI,
By Shanna Cathey June 11, 2026
AI won't replace your technicians, but it can make your shop faster, sharper, and more visible. Here are 5 practical ways performance, restoration, and custom shops can use AI in 2026.
Macro shot of a workord : “Tariffs, pricing pressure, & how auto shops can communicate value better”
By Shanna Cathey May 1, 2026
Tariffs are squeezing the specialty automotive aftermarket. Here's how restoration, custom build, and performance shops can communicate pricing clearly, build customer trust, and protect their businesses as costs climb.
Students in Wayne Technical Career Center auto shop posing in hoodies around car body panel
By Keith Bourgeois April 10, 2026
What started as a car show became a mission to inspire young builders. See how students are gaining real skills while helping preserve automotive culture.
Automotive technician working on a classic blue Ford Mustang inside a professional performance shop
By Shanna Cathey March 13, 2026
A practical 2026 marketing checklist for custom car, restoration, and performance shops. Learn the essential digital marketing strategies every automotive shop needs to increase visibility, generate leads, and win more builds online.
Two dirty hands shaking, text: Automotive shops prioritize relationships for growth.
By Grace Caple February 16, 2026
Trust isn't a buzzword in the automotive aftermarket, it's currency. Discover how successful shops build loyalty, earn trust, and create lasting customer relationships that fuel long-term growth.
Image of Porsche in a performance shop in the winter
By Shanna Cathey & Barry Alt January 21, 2026
Your shop may be slow in the winter, but it's the perfect time to fix your Auto Restoration, Performance, and Custom Build shop marketing. Learn why winter is ideal for systems, strategy, and growth.
AI’s Place in Automotive Aftermarket Shops - PART 2
By Barry Alt December 13, 2025
How artificial intelligence can power your company’s engine behind the scenes.
Your Complete Guide to AI Tools for Auto Shops | The Shop
By Barry Alt October 23, 2025
See how AI for auto shops can handle inventory, scheduling, diagnostics, and more – so your crew can spend less time on paperwork and more time in the garage.
Show More