Overview
As a growing manufacturer of performance and off-road automotive components, IAG Performance needed an e-commerce infrastructure capable of supporting rapid expansion without overwhelming internal resources.
Through its partnership with Data Here-to-There and implementation of the Slingshot Automotive app, IAG automated distributor integrations, streamlined product data management, and centralized inventory control, enabling the company to scale from roughly 1,000 SKUs to more than 30,000 across its performance and off-road stores.
Just as importantly, Slingshot Automotive connected IAG to key warehouse distributor partners, allowing supplier data to flow directly into their online retail operations.
The Challenge: Growth Outpacing Operations
IAG began as a Subaru-focused specialist but quickly evolved into a diversified manufacturer and retailer. As product lines expanded and new markets emerged, particularly in off-road, the company faced mounting operational pressure.
They needed to:
- Integrate warehouse distributor product data into their stores
- Launch large numbers of product listings quickly
- Maintain accurate inventory across multiple channels
- Scale without proportionally increasing administrative workload
Manual catalog management was no longer sustainable. Growth required automation, structured data, and real-time synchronization between suppliers and storefronts.
The Solution: Slingshot Automotive — Automated Data, Listings, and Inventory
To support its next stage of growth, IAG implemented Slingshot Automotive, Data Here-to-There’s specialized platform for automotive e-commerce automation and distributor integration.
Slingshot Automotive provided the infrastructure that connects supplier ecosystems directly to IAG’s e-commerce environment, transforming raw distributor data into structured, retail-ready product information and synchronized inventory.
Key capabilities included:
- Direct Distributor Data Integration
Warehouse distributor product data feeds into IAG’s online stores automatically, ensuring product availability, specifications, and inventory remain aligned with supplier systems.
This integration is especially valuable in IAG’s relationship with major distributors such as Keystone Automotive Operations, whose product data and inventory availability can be synchronized directly into IAG’s catalog.
The result is a seamless supply-chain-to-storefront pipeline, and distributor inventory becomes immediately usable retail data.
- Automated Product Listings
Instead of manually creating thousands of listings, structured product data is transformed into ready-to-publish listings at scale. This allows IAG to introduce new products rapidly while maintaining consistent data quality.
- Centralized Inventory Management
Inventory across multiple stores and product lines is tracked and updated within one system, helping prevent overselling and reducing operational friction.
The Results: Scalable Expansion Without Operational Strain
30× Catalog Growth
IAG expanded from approximately 1,000 SKUs to more than 30,000 across both performance and off-road product lines.
Distributor-Driven Product Expansion
Integrated warehouse distributor relationships enabled rapid catalog growth while maintaining accurate availability and pricing.
Operational Efficiency
Automation removed the need for large-scale manual product management, allowing internal teams to focus on engineering, manufacturing, and market expansion.
Multi-Market Growth
With scalable infrastructure in place, IAG successfully expanded beyond Subaru performance into broader off-road segments.
Partner Ecosystem: Connecting Manufacturers, Distributors, and Retail
One of the most strategic advantages of the system is how it connects the full automotive commerce chain:
- Distributors supply structured product and inventory data
- DH2T’S Slingshot Automotive normalizes and synchronizes that data
- IAG Performance deploys it instantly across its retail stores
This interconnected model transforms distributor relationships into scalable retail opportunities, allowing IAG to grow its catalog without adding operational complexity.
What IAG Says About the Impact
For IAG, the shift wasn’t just about improving workflows; it changed how the company thinks about scaling its business.
According to Adam Kennedy of IAG Performance, partnering with Data Here-to-There gave the company the ability to grow its product catalog significantly without creating the same level of operational strain. With automation handling integrations, data synchronization, and product management, expansion became far more manageable than it would have been through manual processes.
Reflecting on the platform’s flexibility, Kennedy explained:
“The Data Here-to-There platform allowed us to do that… all of those features allow us to operate in the way that we want to do it.”
That flexibility proved essential as IAG expanded into new vehicle segments and dramatically increased the size of its online catalog. Kennedy also emphasized that Slingshot Automotive enabled IAG to scale from roughly 1,000 SKUs to more than 30,000 while maintaining control over product data, inventory accuracy, and overall operations—something that would have been extremely difficult to achieve without a centralized, automated system.
For more insights into how Data Here-to-There’s Slingshot Automotive helped IAG scale its operations, watch the kickoff episode of the Year Make Model Money! Podcast: From Subaru Specialists to Off-Road Innovators: How IAG Performance Scaled with Data Here-to-There
Strategic Impact
Slingshot Automotive app didn’t just improve workflow; it enabled a fundamental shift in how IAG grows.
Instead of limiting expansion based on operational capacity, IAG can now:
- Launch new product categories faster
- Scale catalog size without proportional staffing increases
- Maintain data accuracy across complex distribution networks
- Support long-term e-commerce growth across multiple markets
This technology helped transform IAG from a niche specialist into a diversified automotive innovator with a highly scalable digital commerce engine.
What began as a specialized performance shop is now a diversified automotive innovator supported by a fully scalable digital commerce infrastructure.
Conclusion
By integrating distributor data, automating product listings, and centralizing inventory management, Data Here-to-There’s Slingshot Automotive app provided the infrastructure IAG needed to scale efficiently.
The result: a streamlined e-commerce operation capable of supporting tens of thousands of products across multiple business divisions, positioning IAG for continued growth in both performance and off-road markets.
