Heeltoe Manifesto – “Shift-Up” We’re not just another auto parts store. We’re the car friend who always picks up the phone. The one who’s been in the garage since before lunch turned to dinner. Who knows what torque spec should feel like. The one who gets it. At Heeltoe, we believe loving your car means taking care of it like it takes care of you. Whether you daily it, race it, show it, or wrench on it at 1am while your playlist loops for the third time — we’re in your corner. We serve those who don’t just want parts. They want purpose. The people who see performance in precision. Who want the right part, not just the shiny one. Who don’t bolt on a badge to pretend — they build something real. Because to our customers, driving isn’t transportation. It’s transformation. Every upgrade, every bushing, every alignment — it’s a conversation with the car. And if the car could talk back, it would say: "Thanks for giving a damn." We call this philosophy Shift-Up: Move with intent. Drive with passion. Build with integrity. Never settle for “good enough.” We value: • Swiftness, not sloppiness. • Humility, because nobody gets it perfect the first time. • Intentionality, in every torque, tune, and talk. • Follow-through, to see the job done right. • Teamwork, because this community is stronger together. • Unyielding spirit, in the face of stripped bolts and broken plans. • And Process, because true performance comes from discipline. Whether you’re chasing tenths at the track, building the cleanest street machine, or simply upgrading your daily to drive just a little sweeter — we’ve got your back.