In 1999, Trey Cobb founded COBB Tuning to provide high performance components and services to the Subaru aftermarket. At the time, the words "Subaru" and "performance" were not something very many people in North America would ever consider using in the same sentence. Add the fact that the business was started with hardly any working capital, no outside investment, and operated out of the back of his father's tire shop located in Texas and you can see how many people were predicting the business's failure before it had even started.