Advance Auto Parts announced the launch of its new Advance Rewards loyalty program on February 2, 2026, replacing the Speed Perks system that had been in place since 2019.
The new program introduces a three‑tier structure—1st Gear, 2nd Gear, and Top Gear—designed to reward frequent shoppers with higher reward rates and greater coupon flexibility, including the ability to combine coupons for up to $100 in savings. It also adds exclusive vendor partnerships, bonus point promotions on popular products, and sweepstakes opportunities for members.
Management explained that Speed Perks had become limited in its digital engagement and reward flexibility, prompting the redesign. Bruce Starnes, executive vice president and chief merchant, said, “Advance Rewards delivers the value that our customers are asking for in a loyalty program. At the same time, it gives us more tools to engage with them, in part through personalized experiences. We put the customer first in everything we do at Advance, which is why we’ve added exciting new features that recognize customer engagement while maintaining familiarity embedded in the core structure of the program.”
The program targets both the DIY and professional installer channels, with the company expecting increased repeat business and incremental same‑store sales across both segments. Prior to the launch, Speed Perks had contributed to a high customer loyalty index, but the new structure aims to deepen engagement and drive higher spend per visit.
Advance Auto Parts operates in a highly competitive aftermarket, facing AutoZone and O'Reilly Auto Parts. Loyalty programs are a key differentiator, and the new Advance Rewards program aligns with the company’s broader strategy to improve customer experience and digital engagement, reinforcing its competitive position.
With 4,297 stores in the United States and additional locations in Canada, Puerto Rico, and the U.S. Virgin Islands, the rollout is available at all Advance locations and online, integrated into the mobile app and point‑of‑sale systems. While the program’s immediate financial impact is not yet measurable, the company expects it to strengthen customer retention and drive incremental revenue in the coming quarters.
The launch signals Advance Auto Parts’ continued focus on customer experience, digital integration, and growth, positioning the company to better compete in the evolving automotive aftermarket landscape.
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