When it comes to maintaining your vehicle, the line between convenience and cost can often become blurred. Many drivers instinctively return to their dealership for replacement parts, believing they’re getting the best option for their car. But according to veteran mechanics and industry insiders, this common habit could be burning a significant hole in your wallet — often without adding any extra value.
Jim Taylor, CEO and founder of RockAuto, has built a thriving business on this very premise. What started in 1999 as a side project in his Wisconsin living room has become a widely used online destination for auto parts. Taylor’s mission? To demystify car maintenance for everyday drivers and offer them fair pricing for the same parts they’d find at dealerships — without the hefty markup.
Dealership Prices: A Profit Game
Some dealerships are charging nearly double for identical parts compared to independent sellers or online platforms. Take, for instance, a mass air flow (MAF) sensor for a Toyota Yaris. This critical component helps your engine manage air-fuel ratios and maintain fuel efficiency. On RockAuto’s site, a Denso-made MAF sensor (Toyota’s original equipment manufacturer) is priced at around $81.79. Meanwhile, multiple dealerships quote a staggering $216 for the same part — a 164% markup.
Why the discrepancy? Taylor explains it comes down to business structure. “Dealers have to cover the costs of fancy showrooms and parts departments. We don’t,” he says. RockAuto operates on a warehouse-based model, sourcing directly from original suppliers like Denso, NGK, and AC Delco. That means lower overhead — and lower prices for customers.
OEM vs. Aftermarket: What Really Matters?
YouTube’s favorite mechanic, Scotty Kilmer, who boasts over six million subscribers, recently advised his viewers to stick with OEM (original equipment manufacturer) parts for sensitive electronics like MAF sensors. His concern is valid: cheaply made, low-quality parts can fail prematurely and leave drivers stranded.
But Taylor doesn’t entirely disagree. “OEM parts are a safe choice,” he admits. “But they’re not always necessary.” In fact, he argues that some aftermarket parts not only meet but exceed OEM quality. “Aftermarket brands often recognize flaws in OEM designs and improve upon them,” he says.
Edmunds, a respected name in automotive advice, echoes this sentiment. In their comparison between OEM and aftermarket parts, they note that while OEM parts offer consistency and are often covered by better warranties, aftermarket parts provide more variety and can be equally — if not more — reliable, depending on the brand.
Empowering DIY Drivers
For those new to car maintenance, the fear of choosing the wrong part can be paralyzing. That’s where RockAuto tries to simplify the process. Their catalog is organized not just by car model and year but also by quality category — economy, daily driver, or performance. Parts are shown with clear photos, manufacturer data, and part numbers, helping users verify compatibility.
Still, Taylor acknowledges the learning curve. “Customers should be willing to do a bit of research,” he says. “Cross-check part numbers, verify the supplier, and read the specifications. It’s not hard, but it does take a little time.”
That time, however, can translate to significant savings — often $10 to $15 per part, sometimes more — especially when it comes to components that don’t necessarily require OEM precision, like brake pads, filters, or suspension parts.
Changing the Culture of Car Repair
Taylor’s journey into the auto parts industry began with frustration. “I’d walk into brick-and-mortar stores and feel out of place. If you didn’t know the lingo, you were talked down to,” he recalls. “I told my wife and brother, ‘There’s got to be a better way.’”
So they built one. RockAuto’s goal from day one was to make car repair more accessible, not just for seasoned gearheads but for novices — the everyday driver trying to save money and learn something along the way.
That philosophy is catching on, especially in an era where inflation has made every dollar count. The idea that dealerships are always the most trustworthy option is slowly giving way to more informed, empowered decision-making.
So, What Should You Do?
If you’re the type of driver who values peace of mind above all, sticking with OEM parts from a dealership may still feel worth the premium. But if you’re willing to do a little homework — and especially if you’re fixing the car yourself — shopping online or at independent auto parts stores can offer huge savings without compromising quality.
As Taylor puts it, “We don’t want to tell people what’s best. We just want to give them choices — backed by good information and fair pricing.”
In the end, that’s what matters most: making car ownership a little less intimidating and a lot more affordable. Whether you’re tightening your first bolt or replacing your hundredth sensor, knowing where and how to buy your parts can be the difference between a smart investment and an unnecessary expense.
