Find us on Google+
Text Sizesmall medium large

BBB Accredited Business since

RockAuto, LLC

Phone: (608) 661-1376 Fax: (608) 819-6350 6418 Normandy Ln, Madison, WI 53719

BBB Business Reviews may not be reproduced for sales or promotional purposes.


This company offers the worldwide shipment of new auto parts directly to customers.  Their online catalog includes axles, brakes, engines, exhaust systems, radiators, sensors, steering components, suspensions, transmissions and much more for both new and classic vehicles and light trucks.

BBB Accreditation

A BBB Accredited Business since

BBB has determined that RockAuto, LLC meets BBB accreditation standards, which include a commitment to make a good faith effort to resolve any consumer complaints. BBB Accredited Businesses pay a fee for accreditation review/monitoring and for support of BBB services to the public.

BBB accreditation does not mean that the business' products or services have been evaluated or endorsed by BBB, or that BBB has made a determination as to the business' product quality or competency in performing services.

Reason for Rating

BBB rating is based on 13 factors. Get the details about the factors considered.

Factors that raised the rating for RockAuto, LLC include:

  • Length of time business has been operating
  • Complaint volume filed with BBB for business of this size
  • Response to 309 complaint(s) filed against business
  • Resolution of complaint(s) filed against business

Customer Complaints Summary Read complaint details

309 complaints closed with BBB in last 3 years | 150 closed in last 12 months
Complaint Type Total Closed Complaints
Advertising/Sales Issues 60
Billing/Collection Issues 11
Delivery Issues 37
Guarantee/Warranty Issues 15
Problems with Product/Service 186
Total Closed Complaints 309

Customer Reviews Summary Read customer reviews

2021 Customer Reviews on RockAuto, LLC
Customer Experience Total Customer Reviews
Positive Experience 1819
Neutral Experience 33
Negative Experience 169
Total Customer Reviews 2021

Additional Information

BBB file opened: August 27, 2003 Business started: 10/19/1999 in WI Business started locally: 10/19/1999 Business incorporated 10/19/1999 in WI
Type of Entity

Limited Liability Company (LLC)

Business Management
Mr. James A. Taylor, President Ms. Jessa Torvik, Marketing Manager
Contact Information
Principal: Mr. James A. Taylor, President
Principal: Ms. Jessa Torvik, Marketing Manager
Business Category

Auto Parts & Supplies - New Mail Order & Catalog Shopping Automotive Parts and Accessories Stores (NAICS: 441310)

Alternate Business Names
Rock Auto

Customer Review Rating plus BBB Rating Summary

RockAuto, LLC has received 4.88 out of 5 stars based on 2021 Customer Reviews and a BBB Rating of A+.

BBB Customer Review Rating plus BBB Rating Overview

BBB Customer Review Rating plus BBB Rating Overview

BBB Customer Reviews Rating represents the customers opinions of the business. The Customer Review Rating is based on the number of positive, neutral and negative customer reviews posted that are calculated to produce a score.

Customer Review Experience Value
Positive Review 5 points per review
Neutral Review 3 points per review
Negative Review 1 point per review

BBB letter grades represent the BBB's opinion of the business. The BBB grade is based on BBB file information about the business. In some cases, a business' grade may be lowered if the BBB does not have sufficient information about the business despite BBB requests for that information from the business.

BBB Letter Grade Scale

BBB Rating Value
A+ 5
A 4.66
A- 4.33
B+ 4
B 3.66
B- 3.33
C+ 3
C 2.66
C- 2.33
D+ 2
D 1.66
D- 1.33
F 1
NR -----
Star Rating scale

  Average Score
5 stars 5.00
4.5 stars 4.50-4.99
4 stars 4.00-4.49
3.5 stars 3.50-3.99
3 stars 3.00-3.49
2.5 stars 2.50-2.99
2 stars 2.00-2.49
1.5 stars 1.50-1.99
1 star 0-1.49

BBB Customer Review Rating plus BBB Rating is not a guarantee of a business' reliability or performance, and BBB recommends that consumers consider a business' BBB Rating and Customer Review Rating in addition to all other available information about the business. If the BBB Rating is NR then only Customer Reviews are used for the Star Rating.