Holley Performance Brands and Callaway Cars Partner on New Line of Performance Packages for Trucks & SUVs
Holley Performance Brands (NYSE:HLLY) and Callaway Cars have announced a strategic partnership to develop performance packages for GM trucks and SUVs. The collaboration combines Callaway's engineering expertise with Holley's operational capabilities to deliver dealer-approved performance solutions for vehicles including Silverado, Sierra, Suburban, Tahoe, Yukon, Escalade, and Corvette.
As part of the partnership, a new Callaway Performance Center will be established in Bowling Green, Kentucky, alongside Holley's existing operations. Holley will lead digital and direct-to-consumer sales channels, while Callaway will maintain GM dealership relationships. The partnership aims to expand market reach and deliver scalable, high-performance vehicle solutions with comprehensive warranty support.
Holley Performance Brands (NYSE:HLLY) e Callaway Cars hanno annunciato una partnership strategica per sviluppare pacchetti prestazionali per pickup e SUV GM. La collaborazione unisce l'esperienza ingegneristica di Callaway alle capacità operative di Holley per offrire soluzioni prestazionali approvate dalle concessionarie per modelli come Silverado, Sierra, Suburban, Tahoe, Yukon, Escalade e Corvette.
Come parte della partnership, a Bowling Green, Kentucky, verrà aperto un nuovo Callaway Performance Center accanto alle strutture esistenti di Holley. Holley guiderà i canali di vendita digitali e direct-to-consumer, mentre Callaway manterrà i rapporti con le concessionarie GM. L'accordo punta ad ampliare la presenza sul mercato e a fornire soluzioni veicolari ad alte prestazioni e scalabili, con un supporto garanzia completo.
Holley Performance Brands (NYSE:HLLY) y Callaway Cars han anunciado una alianza estratégica para desarrollar paquetes de rendimiento para camionetas y SUV de GM. La colaboración combina la experiencia en ingeniería de Callaway con las capacidades operativas de Holley para ofrecer soluciones de rendimiento aprobadas por concesionarios para modelos como Silverado, Sierra, Suburban, Tahoe, Yukon, Escalade y Corvette.
Como parte de la alianza, se establecerá en Bowling Green, Kentucky, un nuevo Callaway Performance Center junto a las operaciones existentes de Holley. Holley liderará los canales de venta digitales y directos al consumidor, mientras que Callaway mantendrá las relaciones con los concesionarios de GM. La alianza busca ampliar la presencia en el mercado y ofrecer soluciones vehiculares de alto rendimiento y escalables, con soporte de garantía integral.
Holley Performance Brands (NYSE:HLLY)와 Callaway Cars가 GM 트럭 및 SUV용 퍼포먼스 패키지 개발을 위한 전략적 파트너십을 발표했습니다. 이번 협업은 Callaway의 엔지니어링 전문성과 Holley의 운영 역량을 결합해 Silverado, Sierra, Suburban, Tahoe, Yukon, Escalade, Corvette 등 모델에 대해 딜러 승인 퍼포먼스 솔루션을 제공하는 것을 목표로 합니다.
파트너십의 일환으로 켄터키주 볼링그린(Bowling Green)에 Holley의 기존 운영과 함께 새로운 Callaway Performance Center가 설립됩니다. Holley는 디지털 및 소비자 직접 판매 채널을 주도하고, Callaway는 GM 딜러십과의 관계를 유지합니다. 이번 제휴는 시장 도달 범위를 확대하고 포괄적인 보증 지원을 갖춘 확장 가능한 고성능 차량 솔루션을 제공하는 것을 목표로 합니다.
Holley Performance Brands (NYSE:HLLY) et Callaway Cars ont annoncé un partenariat stratégique visant à développer des packs performance pour les pickups et SUV GM. Cette collaboration associe l'expertise d'ingénierie de Callaway aux capacités opérationnelles de Holley pour proposer des solutions performance approuvées par les concessionnaires pour des modèles tels que Silverado, Sierra, Suburban, Tahoe, Yukon, Escalade et Corvette.
Dans le cadre du partenariat, un nouveau Callaway Performance Center sera implanté à Bowling Green (Kentucky), aux côtés des installations existantes de Holley. Holley pilotera les canaux de vente numériques et la vente directe aux consommateurs, tandis que Callaway conservera les relations avec les concessionnaires GM. Le partenariat vise à étendre la portée sur le marché et à fournir des solutions véhicules haute performance, évolutives, avec un support de garantie complet.
Holley Performance Brands (NYSE:HLLY) und Callaway Cars haben eine strategische Partnerschaft angekündigt, um Performance-Pakete für GM-Pickups und SUVs zu entwickeln. Die Zusammenarbeit vereint Callaways Ingenieurskompetenz mit Holleys operativen Fähigkeiten, um händlerzugelassene Performance-Lösungen für Modelle wie Silverado, Sierra, Suburban, Tahoe, Yukon, Escalade und Corvette anzubieten.
Im Rahmen der Partnerschaft wird in Bowling Green, Kentucky, neben den bestehenden Aktivitäten von Holley ein neues Callaway Performance Center eingerichtet. Holley wird die digitalen und Direct-to-Consumer-Vertriebskanäle führen, während Callaway die Beziehungen zu GM-Händlern pflegt. Ziel der Partnerschaft ist es, die Marktpräsenz zu erweitern und skalierbare Hochleistungs-Fahrzeuglösungen mit umfassendem Garantie-Support zu liefern.
- None.
- Requires significant investment from Holley for vehicle development and marketing
- Success dependent on maintaining relationships with GM dealers and OEM approval
- Integration risks between two established brands with different operational approaches
Insights
Holley's partnership with Callaway creates strategic growth avenue in high-margin GM performance market, enhancing distribution channels and manufacturing capabilities.
This strategic partnership between Holley Performance Brands and Callaway Cars represents a calculated expansion into the lucrative GM performance market, particularly targeting the rapidly growing truck and SUV segment. By combining Callaway's engineering expertise with Holley's manufacturing and distribution infrastructure, the partnership creates a compelling vertical integration opportunity that could meaningfully impact Holley's revenue streams.
The alliance strategically targets high-margin vehicles in GM's portfolio including the Silverado, Sierra, Suburban, Tahoe, Yukon, Escalade, and Corvette. This portfolio approach is particularly shrewd as it encompasses both the traditional muscle car segment where Holley has historical strength and the expanding modern truck and off-road market where growth potential is substantial.
From a distribution perspective, the dual-channel approach leverages complementary strengths: Holley will drive direct-to-consumer and digital sales (their established strength) while Callaway maintains its dealer relationships. This creates an omnichannel strategy that maximizes market penetration while controlling customer acquisition costs.
The establishment of a new Callaway Performance Center in Bowling Green creates operational synergies with GM's Corvette production facility in the same location. This geographic advantage could streamline logistics, potentially accelerating time-to-market while reducing transportation costs.
Holley's investment in development, marketing and activation signals confidence in the partnership's potential returns, though specific financial terms and projected revenue impact aren't disclosed. The multi-tiered pricing strategy with premium "Pinnacle" versions suggests a focus on maximizing profit margins rather than pure volume play.
Partnership will deliver powerful and scalable performance upgrades for GM vehicles and aims for enhanced dealer network access
BOWLING GREEN, Ky., Aug. 12, 2025 (GLOBE NEWSWIRE) -- Holley Performance Brands (NYSE: HLLY), a leader in automotive aftermarket performance solutions, and Callaway Cars, a premier provider of OEM-integrated performance solutions, today announced a partnership to develop and launch a line of performance packages for GM trucks and SUVs. The partnership marks a new era for two automotive aftermarket powerhouses and will focus on building scalable, high-performance vehicle solutions for popular GM models, expanding the companies’ reach in the GM ecosystem and serving more enthusiasts in the Domestic Muscle arena and the rapidly growing Modern Truck & Off-Road space.
Holley Performance Brands and Callaway Cars join forces to deliver performance packages for GM makes and models, bringing turnkey, dealer-approved solutions to even more enthusiasts.
Scaling High-Performance Vehicle Solutions
By combining Callaway’s nearly five decades of renowned engineering, design and craftsmanship with Holley’s robust operational capabilities and extensive market expertise, the company will be able to reach even more enthusiasts with turnkey, dealer-approved solutions across multiple consumer verticals, providing the performance, reliability and warranty support consumers expect.
The performance packages will primarily target vehicles in the GM portfolio, such as Silverado, Sierra, Suburban, Tahoe, Yukon and Escalade, as well as the iconic Corvette. Packages will vary in price, up to premium-level “Pinnacle” versions. Holley will lead the digital and direct-to-consumer (DTC) sales channels, with Callaway continuing their GM dealership outreach.
“As we continue to realize our vision to be the undisputed global leader in the automotive performance aftermarket, this partnership puts us in a strong position to drive growth and deliver category-defining products for the modern enthusiast," said Matthew Stevenson, President & CEO, Holley Performance Brands. “Callaway Cars is a company that seamlessly complements our iconic brands and shares in our desire to bring more performance and fun to enthusiasts everywhere.”
Expanding Availability of Callaway Products
As part of the partnership, Holley is making investments to fund vehicle development, marketing and activation efforts. Project collaboration will include multi-channel outreach campaigns directly connecting with GM dealers and creating visibility of the partnership with auto enthusiasts through Holley’s industry leading social media and e-commerce platforms.
New Callaway Performance Center in Bowling Green, Kentucky
Callaway’s reputation for precision engineering and OEM-integrated performance has its roots in the Chevrolet Corvette, a vehicle that, for decades, has been assembled exclusively by General Motors in Holley’s hometown of Bowling Green, Kentucky.
To leverage the synergies of Callaway with the local Corvette production, Holley and Callaway will establish a new Callaway Performance Center alongside its existing operations in Bowling Green. This new center will focus on the Corvette, as well as GM truck and SUV offerings. These changes will increase production capacity and enable broader availability of dealer-backed solutions for customers.
"My father built Callaway Cars on a foundation of passion and performance," said Pete Callaway, President, Callaway Cars. "Joining Holley in this partnership allows the Callaway Team to take that legacy to the next level, reaching more enthusiasts with complete, high-performance vehicle solutions while maintaining the authenticity and excellence people expect from the Callaway brand."
Growth, Reach and Unmatched Experiences
“By pairing Holley’s deep manufacturing and distribution strength in the performance aftermarket with Callaway Cars’ talent for advanced engineering technologies and innovative product design, we’re delivering complete vehicle solutions that few in the industry can match,” added Stevenson.
As with current Callaway deliveries, customers will still have the option to receive their vehicles at select dealerships nationwide or take part in immersive delivery experiences designed for performance enthusiasts. New experiences will be coming soon to Bowling Green, alongside those already available in Old Lyme, Connecticut and potentially other locations across the Holley Performance Brands footprint.
For more Holley company news, click here.
For more details about Callaway Cars, 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 (1) execute our business strategy, including monetization of services provided and expansions in and into existing and new lines of business; (2) grow and manage growth profitably; (3) maintain relationships with customers and suppliers; (4) retain our management and key employees; (5) successfully integrate acquisitions or achieve the expected synergies from such acquisitions; (6) successfully design, develop, and market new, effective, and safe products, (7) compete effectively in our market; (8) maintain and strengthen demand for our products and brands; (9) maintain successful and profitable partnerships; (10) achieve expected returns on investments; and (11) the other risks and uncertainties set forth in the Annual Report on Form 10-K for the year ended December 31, 2024 filed with the U.S. Securities and Exchange Commission (“SEC”) on March 14, 2025, and in any subsequent filings with the SEC.
About Holley Performance Brands
Holley Performance Brands (NYSE: HLLY) leads in the design, manufacturing and marketing of high-performance products for automotive enthusiasts. The company owns and manages a portfolio of iconic brands, catering to a diverse community of enthusiasts passionate about the customization and performance of their vehicles. Holley Performance Brands distinguishes itself through a strategic focus on four consumer vertical groupings, including Domestic Muscle, Modern Truck & Off-Road, Euro & Import, and Safety & Racing, ensuring a wide-ranging impact across the automotive aftermarket industry. Renowned for its innovative approach and strategic acquisitions, Holley Performance Brands is committed to enhancing the enthusiast experience and driving growth through innovation. For more information on Holley Performance Brands and its dedication to automotive excellence, visit https://www.holley.com.
About Callaway Cars Inc.
Callaway Cars is a global leader in the design, engineering, development and manufacturing of high-performance specialty vehicles and performance products, showcasing technological sophistication, artistry, and craftsmanship. Founded by Reeves Callaway in 1977 and headquartered in Old Lyme, Connecticut, the company distributes Callaway-branded products through a select dealer network. Additionally, the company delivers a full range of contract engineering and manufacturing services for original equipment vehicle manufacturers, with special focus on development of high-performance vehicles, systems and components. Affiliated Callaway companies include composite manufacturer, Callaway Carbon, and GT racing car constructor, Callaway Competition. For more information, visit callawaycars.com or call (860) 434-9002.
Holley Media Relations Contact(s):
Jordan Moore, jmoore@tinymightyco.com / Sydney Goggans, sgoggans@tinymightyco.com
Holley Investor Relations Contact(s):
Anthony Rozmus / Neel Sikka
Solebury Strategic Communications
203-428-3224
Holley@soleburystrat.com
Callaway Media Relations Contact:
Mike Vendetto
Vendetto Marketing Solutions
203-208-2880
mike@vendetto-marketing.com
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/8c43f37e-c3ff-40df-82ee-6b296c334142
FAQ
What is the partnership between Holley Performance Brands (HLLY) and Callaway Cars?
Which GM vehicles will be covered by the Holley-Callaway performance packages?
Where will the new Callaway Performance Center be located?
How will the Holley-Callaway partnership distribute their products?
What benefits does the HLLY-Callaway partnership offer to customers?
