Who we are

Coolest Selection was founded in 2025, born from the union of a multi-generational passion for the automotive world and extensive experience in digital commerce and market strategy. Based in Santa Maria da Feira, our family business has evolved into a 360º ecosystem dedicated to performance, motorsport , and the internationalization of the Iberian automotive sector.

What started as a consulting service has transformed into a complete hub that combines technical vehicle preparation, management of specialized marketplaces , and the sale of high-performance components.

Our Team

The Coolest Selection project is driven by the synergy between father and son, combining administrative rigor with a strategic vision for the sector.

  • Rui Araújo (General Manager and Operations Coordinator): With a solid track record in the sector and a passion dating back to his childhood, Rui coordinates all operational aspects of the company. He is the Iberian Head of Racemarket , which gives him unique expertise in the motorsport ecosystem and in managing international partnerships. With experience accumulated since 2011 as co-owner of La La Land Store , he masters omnichannel commerce and Go-to-Market strategy. Today, he leads the curation of our marketplace, the sale of components, and the technical supervision of all sports preparations.

  • Sérgio Araújo (Administrative and Financial Manager): The cornerstone of Coolest Selection's solidity. After a career dedicated to Accounting and Public Procurement, Sérgio brought his rigor and experience to the project he shares with his son. He is responsible for the company's financial, administrative, and credit management, ensuring that every transaction and partnership is based on maximum transparency and legal security.

Our Mission

At Coolest Selection, we believe that automotive passion demands technical expertise and absolute transparency. We are not just a point of sale; we are strategic partners.

  1. We boost the Iberian market: We act as Go-to-Market specialists, helping teams and stands internationalize their inventory and communicate with the global market.

  2. We elevate performance: We prepare vehicles for the track — whether for track days , speed racing, or rally — with the rigor that competition demands.

  3. We connect the world of motorsport: As partners of Racemarket, we facilitate access to elite vehicles and components, uniting buyers and sellers in a trusted network.

We are the coolest team: Engineering, Market, and Passion. From the asphalt of the racetrack to the global market.