About us

Urban Racing OÜ – Tallinn, Estonia

Introduction

Urban Racing OÜ is a dynamic and recognized name in Estonia's automotive industry, offering a broad spectrum of automotive products and services. Established in 2017, we have earned our place as a leading expert in car tuning, customization, and used car sales.

Our brand is known for pushing boundaries—from importing high-performance cars to creating tailor-made builds for enthusiasts. Urban Racing has also stood out as one of the largest automotive accessories webstores in Europe (2020–2024), offering over 18,000+ products to enhance the driving experience.

As a trusted dealership for pre-owned vehicles, we are committed to delivering both quality and value, with a reputation built on passion, precision, and customer satisfaction.

Our Journey

  • 🤝Founded in 2017 by Aleksi Ovaskainen, Urban Racing began as a venture into importing American muscle cars.

  • ⚠️ However, during the 2020 pandemic, the business pivoted to providing affordable vehicles to help Estonians through financially challenging times.

  • ✅ 2021: Shifted focus to BMW tuning and premium car sales—achieved 7-figure revenue for the first time.

  • 🤝2022: Gained national recognition as a top used car dealership in Estonia. Operations scaled up, including larger facilities and expanded imports.


  • 🤝2022: Viktor Pavlov joined the team as Photographer and Sales Manager, playing a key role in shaping the brand’s visual identity and customer-facing operations.

  • ⚠️The Russia–Ukraine war, which began in February 2022, has had far-reaching effects on the global automotive industry, and Estonia's car market has been no exception. including relevance to businesses like Urban Racing OÜ.

  • ✅ 2023: Broke through in digital media—1 million TikTok views and strong followings across platforms, establishing us as a lifestyle brand and content powerhouse.

  • ✅ 2022–2024: Achieved a breakthrough by operating the largest European webstore for exterior automotive accessories.

  • ⚠️Unfortunately, a flood in September 2024 destroyed our central warehouse, and the webstore remains temporarily closed.

  • ✅ The end of 2024 was strong for sales, as many customers rushed to purchase vehicles before the new car tax took effect in January 2025. This surge helped temporarily boost revenue and clear stock before the market collapsed.

  • ⚠️ 2025 Crisis: Car Tax Crash

    In January 2025, the Estonian government implemented a new car tax, which had a catastrophic impact on the automotive industry. The new tax drastically increased the cost of registering and owning vehicles, causing used car sales to plummet overnight.

    Urban Racing, like many in the industry, faced an unprecedented collapse in sales, pushing the company dangerously close to bankruptcy. Despite years of innovation, content creation, and tuning expertise, the new legal environment rendered the used car market nearly frozen.

  • ✅ In 2025, car sales in Estonia collapsed due to the new car tax — but a new era began.
    People chose to protect and preserve the cars they already owned.
    Urban Racing survived by shifting focus to detailing, chip repair, and rust protection, helping customers extend the life and value of their vehicles.

  • 🔄 Leadership Change –

    In July 2025, Viktor Pavlov stepped into the role of CEO of Urban Racing OÜ. After years of contribution as a photographer and sales manager, Viktor now leads the company through one of its most challenging periods.

    🤝 A new chapter begins — let’s see what the future holds.

What We Do

At our core, we're a team of enthusiasts passionate about building and reimagining cars. Our services span a wide range of automotive expertise:

  • 🚗 Import & Export: Cars from both EU and non-EU markets

  • 🔧 Repair & Inspection: Vehicles, motorcycles, and more

  • 🎨 Custom Body Kits: Sourcing and embedding unique aftermarket designs

  • 🔥 Car Tuning: ECU remapping, exhaust/intake upgrades, engine performance

  • 🛠 Interior Upgrades: Seating, infotainment, lighting, comfort enhancements

  • 🎥 Content Creation: Automotive photography, videography & stunts

  • 💥 Performance Shows: Car stunts, reveals, and viral content creation

  • 🧼 Detailing

    is the art of restoring and protecting your vehicle inside and out. At Urban Racing, we go beyond a regular wash — we deep clean, polish, and protect every surface of your car to bring back its showroom shine.

Connect With Us

Discover our latest projects, builds, and behind-the-scenes action through our social media channels:

Conclusion

We’re more than just a company—we’re a car culture movement. With every build, every service, and every post, Urban Racing continues to fuel Estonia’s automotive scene and inspire a new generation of car lovers.

Whether you're looking to buy, build, customize, or simply be inspired—Urban Racing OÜ is your go-to destination.

Copyright © 2025 Urban Racing OÜ . All rights reserved.