Online Parts Company RealTruck Opens First Retail Location in Rochester Hills

RealTruck opened its first retail store on Thursday at 2576 S. Adams Road in Rochester Hills, according to a press release. This marks a big change for the Ann Arbor-based company, which has sold products online since 1998. The 15,000-square-foot shop stocks parts and accessories for trucks, Jeeps, Ford Broncos, and off-road rigs.

The store features hands-on displays, on-site installation bays, and a 3D RealTruck Builder tool that lets shoppers see what their finished ride will look like. Customers can use this technology to design vehicles down to the smallest details. Students from Washtenaw Community College's Custom Cars & Concepts program assembled and outfitted some of the trucks now on display.

Vehicles inside the building demonstrate accessories tailored to different activities. Kayak and bike carriers sit next to truck bed covers, tool boxes, and seat covers, according to Senior Director of Retail Lauren Cleary. The shop will host gatherings where fans can meet the people who design and build the products.

"As part of our commitment to the broader truck loving community, our first flagship store will offer an inviting atmosphere that showcases our industry leading products perfect for exploring our home state of Michigan," said Chief Growth Officer Tony Ambroza in a news release. "We hope it becomes a regular destination for enthusiasts and a first-of-its-kind inspiration for newcomers who've never considered aftermarket products for their vehicles."

The company started in 1998 as Truck Hero. It operated as a manufacturer and online seller before changing its name in 2022. The business now has 5,000 workers spread across 78 sites in North America, Europe, Asia, and Australia, with 30 manufacturing and distribution centers in the U.S. alone.

RealTruck ships products through more than 12,000 dealers and original equipment manufacturer partnerships. The company designs, engineers, and builds much of what it sells in the U.S.

Cleary chose the Rochester Hills location because major roadways run nearby and many truck owners live in the area. The company also looked at spaces in Ann Arbor and other metro Detroit cities. How well this location does will help leaders decide whether to open more stores.

The aftermarket auto parts industry is expected to hit $502.61 billion this year. It should jump to $756.25 billion by 2032, according to market research firm Coherent Market Insights. In the U.S., the industry is expected to reach $229.1 billion in 2025, according to online market researcher Mordor Intelligence.

Eight people will work at the Rochester Hills store: a general manager, service manager, two full-time and two part-time sales associates, and two technicians. Cleary didn't share how much money the company put into the store or what it expects to make.

"We believe we're offering a one-of-a-kind experience with an inviting atmosphere for not only passionate enthusiasts, but an inspiration for newcomers who have never considered aftermarket products for their vehicles in the past," Cleary said.

A grand opening is set for Nov. 13. Detroit Lions great and Pro Football Hall of Famer Calvin Johnson will be there. He'll help build a Ford F-150 that will be displayed at the store, then auctioned off in 2027 with 100% of the money going to the Calvin Johnson Jr. Foundation to benefit at-risk kids in metro Detroit and metro Atlanta.

The company will also give away a RealTruck Upfitted 2020 Jeep Gladiator JT valued at $54,800 at the event.