Holley Performance Brands and Amotiv Form Strategic Collaboration to Expand Brand Reach Across North America, Australia and New Zealand
The planned filter line would extend Flowmaster into filtration, while additional distribution opportunities remain under evaluation.
Sentiment and the balance of points
Rhea-AI Sentiment reads the wording of the document, how positive or negative its language is on a 1 to 5 scale. The balance of points shown with the takes weighs what the document actually discloses, so the two can disagree, for example when a trial that missed its main goal is described in upbeat language.
Rhea-AI Summary
Holley Performance Brands (HLLY) announced a collaboration with Amotiv designed to expand their brands across North America, Australia and New Zealand. The companies plan to introduce Flowmaster Engineered by Ryco Performance Oil Filters in North America, marking Flowmaster’s entry into filtration. The collaboration combines Holley’s brands and North American customer channels with Amotiv’s aftermarket brands and technical capabilities.
For 2027 and beyond, the companies are evaluating distribution of Amotiv’s DBA brake and XClutch products through Holley’s North American channels, and Amotiv-led distribution of selected Holley products in Australia and New Zealand. They are also evaluating cooperation in warehousing, distribution, technical resources, supply chain and sourcing. These additional opportunities remain subject to further evaluation and applicable approvals.
How this balance works
Rhea-AI gives every point it takes from this document a weight. Minor counts 1, Moderate 3 and Major 9, so one Major point outweighs several Minor ones. The bar adds up the weights on each side, and when neither side holds more than 65% of the total the balance reads Mixed.
It reads the document as published, with the same rules for every company, and it does not look at what the market expected or at how the stock traded, so a point can be objectively good on a day the stock falls.
Rhea-AI Sentiment measures something else, the tone of the wording.
Hollow bars mark forward-looking points. How the balance works
Positive
- Moderate pointHolley’s North American channels are being evaluated for expanded distribution of Amotiv’s DBA brake and XClutch products.
- Moderate pointAmotiv-led distribution of selected Holley products in Australia and New Zealand is being evaluated.
- Minor point. Forward-looking: it has not happened yet and may not happen.Planned Flowmaster Engineered by Ryco Performance Oil Filters would extend Flowmaster into filtration in North America.
- Minor pointOperational cooperation under evaluation covers warehousing, distribution, technical resources, supply chain and sourcing.
Negative
- Minor pointAdditional opportunities for 2027 and beyond remain subject to further evaluation and applicable approvals.
AI-generated analysis. How Rhea-AI works. Not financial advice.
Collaboration launches with Flowmaster Engineered by Ryco Performance Oil Filters, extending Holley’s iconic Flowmaster brand into a new product category
NASHVILLE, Tenn., Oct. 26, 2026 (GLOBE NEWSWIRE) -- Holley Performance Brands (NYSE: HLLY), home to a portfolio of iconic automotive brands serving enthusiasts across the high-performance aftermarket, and Amotiv Limited (ASX: AOV), which owns a portfolio of companies specializing in the automotive aftermarket and accessories sector, today announced a strategic collaboration designed to expand the reach of each company’s brands across North America, Australia and New Zealand. The collaboration pairs Holley’s iconic enthusiast brands and established North American customer channels with Amotiv’s portfolio of automotive aftermarket brands and its product and technical capabilities.
The collaboration supports Holley’s strategy of extending its iconic brands into adjacent product categories and broadening the solutions available to its customers, while offering Amotiv broader access to the North American performance aftermarket. Over time, the companies expect the relationship to introduce complementary products in each other’s markets and to create opportunities for collaboration across selected operational and technical capabilities.
As a first step, the companies plan to introduce Flowmaster Engineered by Ryco Performance Oil Filters, a line of high-performance oil filters for North America using Ryco’s race-inspired, award-winning SynTec technology. The line is branded under Flowmaster, one of the most recognized names in performance, and engineered by Ryco, Amotiv’s filtration technology brand, which is market-leading in Australia. It marks Flowmaster’s entry into filtration, giving the brand a new reason to stay part of every enthusiast’s build.
Early development samples - Flowmaster Engineered by Ryco spin-on and cartridge oil filters
“Over the past year, we’ve built a strong working relationship with Amotiv’s leadership team and developed real respect for the engineering depth and operational discipline across their business,” said Matthew Stevenson, President and Chief Executive Officer of Holley Performance Brands. “We share a commitment to the enthusiasts who rely on our brands, and we’re excited to build on that foundation as we grow together.”
Following the initial filter line, the companies are evaluating additional opportunities for 2027 and beyond, including expanding sales and distribution of Amotiv’s DBA brake and XClutch products through Holley’s North American channels; Amotiv-led sales and distribution of select Holley Performance Brands products in Australia and New Zealand; and collaboration across warehousing, distribution, technical resources, supply chain and sourcing. These opportunities remain subject to further evaluation and applicable approvals.
“Holley has built an exceptional team, infrastructure and operating platform in North America, and the time we’ve spent together has made clear how well our two businesses complement each other,” said Graeme Whickman, Managing Director and Chief Executive Officer of Amotiv Limited. “We look forward to working closely with the Holley team to unlock that potential and grow our brands.”
Holley and Amotiv expect to share further details on the collaboration at a joint press conference at the 2026 SEMA Show in Las Vegas on Tuesday, November 3 at 12:00pm at Holley’s booth in the Central Hall of the Las Vegas Convention Center.
For more Amotiv company news, click here.
For more Holley company news, click here.
Forward-Looking Statements
Certain statements in this press release may be considered “forward-looking statements” within the meaning of the “safe harbor” provisions of the United States Private Securities Litigation Reform Act of 1995. Such forward-looking statements are subject to risks, uncertainties, and other important factors which could cause actual results to differ materially from those expressed or implied by such forward-looking statements, including but not limited to Holley’s ability to execute and successfully commercialize its planned initiatives with Amotiv, Holley’s ability to achieve the anticipated benefits expected from the collaboration with Amotiv, the ability for Holley and Amotiv to develop and introduce products on the anticipated timing and in targeted geographies, or at all,and the other risks and uncertainties set forth in the Annual Report on Form 10-K for the year ended December 31, 2025 filed with the U.S. Securities and Exchange Commission (“SEC”) on March 16, 2026, and in any subsequent filings with the SEC.
About Holley Performance Brands
Holley Performance Brands (NYSE: HLLY) is home to a portfolio of iconic brands that serve enthusiasts across the high-performance aftermarket. The company designs, engineers, manufactures and markets category-leading products and solutions for automotive enthusiasts through a focused portfolio spanning four consumer vertical groupings: American Performance, Modern Truck & Off-Road, Euro & Import, and Safety & Racing. For more than a century, Holley has built its reputation through innovation, technical expertise and a deep understanding of enthusiast culture. For more information, visit holley.com.
About Amotiv Limited
Amotiv Limited (ASX: AOV) owns a portfolio of companies specializing in high-quality automotive products and solutions for the automotive aftermarket and accessories sector. With more than 50 trusted brands, more than 1,900 team members and more than 40 global locations, Amotiv operates through three strategic divisions: 4WD Accessories and Trailering; Lighting, Power and Electrical; and Powertrain and Undercar. From its early days more than 85 years ago manufacturing chemicals and filters, the company has expanded and diversified through strategic acquisitions and continuous innovation. For more information, visit amotiv.com.
Holley Media Relations Contact(s):
Nathan Espinosa, Michael Murray
Kahn Media
818-881-5246
Holley@KahnMedia.com
Holley Investor Relations Contact:
Sloan Bohlen, Jenna Kozlowski
Solebury Strategic Communications
203-428-3224
Holley@soleburystrat.com
Amotiv Contact:
Stuart Chandler, CEO – Powertrain & Undercar, Amotiv
Via: mbarnes@amotiv.com
+61 427 341 849
Amotiv Investor Relations Contact:
ir@amotiv.com
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/63b49f1d-ee1a-4076-b056-f89de0238afd
FAQ
AI-generated questions and answers. How Rhea-AI works. Not financial advice.
What is the first product planned under Holley and Amotiv’s collaboration?
The companies plan to introduce Flowmaster Engineered by Ryco Performance Oil Filters in North America. The line would mark Flowmaster’s entry into filtration, combining Flowmaster branding with engineering by Amotiv’s Ryco filtration brand.