Hoonigan Goes Bankrupt

Tim Healey
by Tim Healey

Hoonigan, which is known for its efforts in motorsports, automotive-related merchandise, and automotive media, is going bankrupt.


Hoonigan merged with aftermarket wheel peddler Wheel Pros in 2021 and became the face of that 30-year old company as it rebranded. Now, however, it's in serious debt and declaring bankrupt.

Where did that debt come from? A glut of acquisitions.

Wheel Pros/Hoonigan bought up a bunch of brands under the guidance of Clearlake Capital. The Autopian suggests that the usual business model of private equity -- a scourge upon many industries, in this author's opinion, is at play, along with the possibility of the company being overleveraged during its buying spree. Meanwhile Motor1 shows that after a period of growth, costs rose and revenue fell. All these things, of course, can be true at the same time in this case.


If you're worried about Hoonigan going the way of the Edsel, you perhaps don't need to fret. The company will try to restructure and resume operations over the next two months and will look to discharge $1.2 billion of the $1.75 billion it has in debt, while also getting an infusion of $570 million in capital. This could all come from a Restructuring Support Agreement it has entered into with a majority of its debtholders.

Here's the company's statement:

Wheel Pros, LLC (d/b/a Hoonigan) and certain of its North American-based affiliates (collectively “Hoonigan” or the “Company”), a leading provider of aftermarket vehicle enhancements, today announced that it has commenced an in-court financial restructuring process to position it to drive long-term growth. The Company has entered into a Restructuring Support Agreement (“RSA”) with a majority of its debtholders through which it expects to eliminate approximately $1.2 billion of the Company’s debt and secure up to approximately $570 million of new capital, substantially improving the Company’s balance sheet and financial position.


Stay tuned.

[Images: Hoonigan]


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Tim Healey
Tim Healey

Tim Healey grew up around the auto-parts business and has always had a love for cars — his parents joke his first word was “‘Vette”. Despite this, he wanted to pursue a career in sports writing but he ended up falling semi-accidentally into the automotive-journalism industry, first at Consumer Guide Automotive and later at Web2Carz.com. He also worked as an industry analyst at Mintel Group and freelanced for About.com, CarFax, Vehix.com, High Gear Media, Torque News, FutureCar.com, Cars.com, among others, and of course Vertical Scope sites such as AutoGuide.com, Off-Road.com, and HybridCars.com. He’s an urbanite and as such, doesn’t need a daily driver, but if he had one, it would be compact, sporty, and have a manual transmission.

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  • MaintenanceCosts Our entire local USPS fleet appears to be ProMasters. We’ll probably be last to get these things.
  • Queen i realize I have to apologize to Matt Posky here…I started skimming the last few paragraphs because his writing is absolutely insufferable…I did read enough to see that this is a “technology licensing agreement”, and that the cells themselves are being provided by the Japanese company, not CATL. Posky’s innuendo makes it sound as though they may as well be peeling Chinese labels off the cells in favor of Japanese ones….but that’s not what a licensing agreement means.can someone who tolerates Posky’s writing better than me please clarify? Much appreciated!
  • ToolGuy One of those new federally-funded chargers is down the road from me and features 100% fusion energy and there were two of the new mail trucks charging there today along with two Cybertrucks (and an ICE VW with 400,000 miles on the odometer). Also a unicorn and two dragons talking with a leprechaun.
  • Michael S6 Hopefully the humongous windshield does not convergence the sunlight on the sitting duck driver.
  • SCE to AUX I don't know if I've seen one. Mail delivery vehicles come in all shapes and sizes, and they're all pretty invisible to me. Besides, they're competing with the Amazon, FedEx, and UPS trucks that go through my neighborhood several times a day.
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