Enhancing the parts buying process, with Motormia's Isaac Bunick

A spark in the family garage has turned into a firestorm of innovation in the automotive world, thanks to Isaac Bunick. The founder of Motormia joined Auto Service World Conversations to share how his AI-driven platform is enhancing how automotive parts are researched and bought.

Bunick’s journey started as a lifelong car enthusiast, but the real motivation came when his daughter set foot in his workshop. She started asking questions on how to modify his Alfa Romeo, from the colour to how to make it faster.

Those questions planted the seed for what would become Motormia: An AI-powered app to help car enthusiasts everywhere discover parts and modifications tailored to their rides.

“It helps you find what you didn’t know existed, or maybe you didn’t know you needed,” Bunick explained during the interview recorded at AAPEX 2025.

He explained the way Motormia matches users with the right performance or replacement parts. By asking for “build goals,” the app simulates custom builds “attached to components that exist in the real world.”

Motormia connects users with manufacturers and vetted local service shops, all while keeping recommendations free from commercial bias.

“All we do is use the information that we have to make the most relevant recommendation and then link out to the business, the manufacturer, the locations where they can buy those things or get their car service,” said Bunick.

Motormia’s technology draws from the experience of millions of car builds, leveraging real-world evidence and social proof, like forum discussions and YouTube reviews, to recommend parts that fit both the car and the owner’s goals.

“By combining these things, we created the foundations of what we call, internally, the enthusiast mindset,” Bunick explained. “This is at the core of the engine: I think, I rationalize and I make decisions like an enthusiast.”

Challenges remain in making sure that AI recommendations are accurate and unbiased, especially with the wide range of cars and parts in existence.

“It’s very, very hard at scale,” he admitted. Think of the same question his daughter asked, “now go do that for every make and model that ever existed, for every parts catalogue that ever existed in history, with all the variations.”

For Bunick, the goal isn’t about replacing parts professionals, but giving them the tools to be better at what they do. “Did the phone dumb us down? Did the iPhone dumb us down? I think AI is a productivity tool,” he said.

As for the future, Bunick imagines a world where “the discovery side of the part should shrink dramatically, and now the human in the loop makes the match,” allowing enthusiasts to focus on what really matters — enjoying their love for cars in a changing world.

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