Simpson Motorcycle Accelerates Global Growth Strategy in $7B Motorcycle Safety Market
Holley Performance Brands (NYSE: HLLY) has announced significant strategic progress in its Simpson Motorcycle division's expansion into the $7 billion global motorcycle helmet and safety gear market. The company recently hosted its inaugural Saddle Up™ Global Dealer Summit in Texas, bringing together international distribution partners, and made a notable presence at the 85th Sturgis Rally.
Key developments include a strategic partnership with Buell Motorcycle Co., resulting in the launch of the Simpson x Buell Mod Bandit helmet. The company plans to unveil its 2026 product lineup at the EICMA show in Milan, focusing on expanding into European Union markets and targeting high-growth regions in APAC and LATAM through regional product variants and certification alignment.
Holley Performance Brands (NYSE: HLLY) ha annunciato progressi strategici significativi nell'espansione della divisione Simpson Motorcycle nel mercato globale di caschi e dispositivi di sicurezza per motociclisti, valutato intorno ai 7 miliardi di dollari. L'azienda ha recentemente ospitato l'inaugurale Saddle Up Global Dealer Summit in Texas, riunendo partner di distribuzione internazionali, e ha avuto una presenza notevole al 85° Sturgis Rally.
Gli sviluppi chiave includono una partnership strategica con Buell Motorcycle Co., che ha portato al lancio del casco Simpson x Buell Mod Bandit. L'azienda prevede di presentare la sua lineup prodotti 2026 al salone EICMA di Milano, concentrandosi sull'espansione nei mercati dell'Unione Europea e mirando a regioni ad alto tasso di crescita in APAC e LATAM tramite varianti di prodotto regionali e allineamento delle certificazioni.
Holley Performance Brands (NYSE: HLLY) ha anunciado avances estratégicos significativos en la expansión de su división Simpson Motorcycle hacia el mercado global de cascos y equipo de seguridad para motociclistas, valorado en 7 mil millones de dólares. La empresa organizó recientemente su primera Cumbre Global de Distribuidores Saddle Up™ en Texas, reuniendo a socios de distribución internacionales, y tuvo una presencia destacada en el 85º Sturgis Rally.
Entre los hechos clave figura una asociación estratégica con Buell Motorcycle Co., que dio lugar al casco Simpson x Buell Mod Bandit. La empresa planea presentar su gama de productos 2026 en el show EICMA de Milán, enfocándose en expandirse en los mercados de la Unión Europea y apuntando a regiones de alto crecimiento en APAC y LATAM mediante variantes regionales de producto y alineación de certificaciones.
Holley Performance Brands (NYSE: HLLY)는 Simpson Motorcycle 부문의 확장을 통해 70억 달러 규모의 글로벌 모터사이클 헬멧 및 안전장비 시장으로의 진입에서 중대한 전략적 진전을 발표했습니다. 최근 텍사스에서 첫 Global Saddle Up™ Dealer Summit를 개최하여 국제 유통 파트너들을 한자리에 모았고 85회 Sturgis Rally에서도 두각을 나타냈습니다.
주요 발전으로 Buell Motorcycle Co.와의 전략적 파트너십이 있습니다. 이를 통해 Simpson x Buell Mod Bandit 헬멧이 출시되었습니다. 회사는 밀라노의 EICMA 쇼에서 2026년 제품 라인업을 공개할 계획이며, EU 시장으로의 확장에 집중하고 APAC 및 LATAM의 고성장 지역을 지역별 제품 변형 및 인증 정렬을 통해 목표로 하고 있습니다.
Holley Performance Brands (NYSE: HLLY) a annoncé des progrès stratégiques significatifs dans l’expansion de sa division Simpson Motorcycle vers le marché mondial des casques et équipements de sécurité pour motos, évalué à 7 milliards de dollars. L’entreprise a récemment organisé son premier Saddle Up Global Dealer Summit au Texas, réunissant des partenaires de distribution internationaux, et a marqué une présence notable lors du 85e Sturgis Rally.
Parmi les développements clés figure un partenariat stratégique avec Buell Motorcycle Co., qui a donné lieu au lancement du casque Simpson x Buell Mod Bandit. L’entreprise prévoit de dévoiler sa gamme de produits 2026 lors du salon EICMA à Milan, en se concentrant sur l’expansion sur les marchés de l’Union européenne et en visant des régions à forte croissance en APAC et LATAM via des variantes de produits régionales et un alignement des certifications.
Holley Performance Brands (NYSE: HLLY) hat wesentliche strategische Fortschritte bei der Expansion der Simpson Motorcycle-Sparte in den weltweiten Helm- und Sicherheitsausrüstungsmarkt im Wert von 7 Milliarden Dollar bekannt gegeben. Das Unternehmen veranstaltete kürzlich seinen ersten Saddle Up Global Dealer Summit in Texas, bei dem internationale Vertriebspartner zusammenkamen, und trug am 85. Sturgis Rally signifikant bei.
Wichtige Entwicklungen umfassen eine strategische Partnerschaft mit Buell Motorcycle Co., die zur Einführung des Simpson x Buell Mod Bandit Helms führte. Das Unternehmen plant, seine 2026er Produktpalette auf der EICMA-Messe in Mailand vorzustellen, mit Fokus auf die Expansion in EU-M Märkten und die Zielsetzung von Hochwachstumsregionen in APAC und LATAM durch regionale Produktvarianten und Zertifizierungsabstimmung.
أعلنت Holley Performance Brands (بورصة نيويورك: HLLY) عن تقدم استراتيجي هام في توسيع قسم Simpson Motorcycle ليشمل سوق خوذات ومعدات السلامة للدراجات النارية عالميًا بقيمة 7 مليارات دولار. استضافت الشركة مؤخرًا قمة Saddle Up Global Dealer Summit الأولى في تكساس، وجمعت شركاء التوزيع الدوليين، وبرز حضورها في رالي ستورجس في دورته الـ85.
من التطورات الرئيسية وجود شراكة استراتيجية مع Buell Motorcycle Co.، ما أدى إلى إطلاق خوذة Simpson x Buell Mod Bandit. تخطط الشركة للكشف عن تشكيلتها للعام 2026 في معرض EICMA بميلانو، مع التركيز على التوسع في أسواق الاتحاد الأوروبي واستهداف مناطق ذات نمو عالي في APAC و LATAM من خلال نسخ إقليمية من المنتج ومواءمة الشهادات.
Holley Performance Brands（NYSE: HLLY）宣布在其 Simpson Motorcycle 部门向全球价值70亿美元的摩托车头盔与安全装备市场扩张方面取得重要的战略进展。公司最近在德克萨斯州举办了首届 Saddle Up Global Dealer Summit，汇聚了国际分销伙伴，并在第85届 Sturgis 摩托车拉力赛上展现了显著存在感。
主要发展包括与 Buell Motorcycle Co. 的战略伙伴关系，带来了 Simpson x Buell Mod Bandit 头盔的上市。公司计划在米兰 EICMA 展会上公布 2026 年的产品阵容，重点扩展到欧盟市场，并通过区域性产品变体与认证对齐，面向 APAC 与 LATAM 的高增长区域。
- Entry into $7B global motorcycle safety market represents significant growth opportunity
- Strategic partnership with Buell Motorcycle Co. enhances brand positioning
- Global expansion strategy targeting high-growth regions in EU, APAC, and LATAM
- Successful execution of dealer summit strengthening international distribution network
- Significant investment required for global certification and regional product variants
- Faces established competition in international markets
- Success dependent on effective execution of multiple growth initiatives
Insights
Holley expands Simpson Motorcycle division into $7B safety market with global dealer summit, Buell partnership, and strategic international growth plans.
Holley Performance Brands is making a calculated move to leverage its Simpson Motorcycle division as a growth driver by targeting the $7 billion global motorcycle safety market. The company is executing a multi-pronged strategy that includes international expansion, dealer relationship development, and strategic brand partnerships to position Simpson for category leadership.
The company's inaugural Saddle Up™ Global Dealer Summit represents a critical component of their distribution strategy, bringing together partners from key markets including the U.S., EU, Australia, and Latin America. This dealer-focused approach demonstrates Holley's commitment to building a robust sales channel for Simpson's motorcycle safety products, while gathering valuable regional insights to guide their expansion.
The partnership with Buell Motorcycle Co. is particularly strategic, creating a co-branded helmet that connects Simpson's safety expertise with Buell's performance heritage. This collaboration signals Holley's intent to pursue additional OEM partnerships as a growth vector, potentially opening doors to expanded distribution channels and consumer reach. The timing of the Simpson x Buell Mod Bandit helmet launch at the Sturgis Rally—one of motorcycling's largest gatherings—maximizes visibility among their target demographic.
Holley's planned November product unveiling at EICMA in Milan further underscores their international ambitions, specifically targeting the European market where motorcycle usage and safety regulations are particularly robust. The company appears to be executing a well-structured globalization strategy, with regionalized product variants and certification alignment that acknowledges the different regulatory environments across target markets.
This expansion represents a diversification play for Holley, whose portfolio has traditionally centered on automotive performance parts. By leveraging Simpson's brand equity in the adjacent motorcycle safety sector, Holley is attempting to reduce dependence on its core automotive segments while pursuing growth in a complementary market with similar consumer demographics and purchasing behaviors.
The iconic brand achieves key milestones in 2025, fueling expansion with immersive dealer activations, bold partnerships and product innovation
BOWLING GREEN, Ky., Sept. 24, 2025 (GLOBE NEWSWIRE) -- Holley Performance Brands (NYSE: HLLY), a leader in automotive aftermarket performance solutions, today announced strategic momentum in its Simpson Motorcycle division as it expands into the fast-growing global motorcycle helmet and safety gear market, estimated at
With storied brand equity, differentiated design, and immersive dealer and consumer engagement, Simpson Motorcycle is executing a focused global growth strategy. This includes planned expansion and initiatives to capture the European Union (EU) share and targets high-growth regions in APAC and LATAM. Key initiatives include regional product variants, certification alignment, and co-marketing activations to fuel expansion.
Pictured: Simpson’s Brand Book, capturing the storied legacy of the brand from day one. Brand books, among other materials, were distributed at Simpson’s Global Dealer Summit.
“Simpson is one of Holley’s most iconic lifestyle brands, and its growth trajectory underscores how we are scaling into adjacent markets with significant long-term potential,” said Matthew Stevenson, President & CEO, Holley Performance Brands. “By investing in new products, immersive events, and global dealer partnerships, we are positioning Simpson as a category leader in performance-driven motorcycle safety. As we reflect on progress in 2025, the Simpson team has achieved several notable milestones.”
Immersive Dealer & Rider Activations
Simpson recently hosted its inaugural Saddle Up™ Global Dealer Summit at its New Braunfels, Texas headquarters, bringing together top distribution partners from the U.S., EU, Australia and Latin America. The summit showcased new limited-edition launches, strengthened dealer alignment, and identified opportunities for regionalized growth.
Simpson also made a high-impact presence at the 85th annual Sturgis Rally in South Dakota, where thousands of riders engaged with the brand through live activations, influencer events, community rides and product showcases.
Product Innovation: Partnerships and Next-Gen Designs
At Sturgis, Simpson unveiled the Simpson x Buell Mod Bandit helmet, a forged carbon fiber helmet born of a new strategic partnership with Buell Motorcycle Co., a legendary independent motorcycle manufacturer based in Grand Rapids, Michigan. The collaboration bridges motorsports heritage with street relevance, reinforcing Simpson’s strategy of expanding OEM and brand partnerships.
Simpson x Buell unveil the Mod Bandit, Reborn. Bold and unapologetic for those riders who prefer to live life on the edge.
The Simpson x Buell helmet is now available for preorder here. Shipping will begin on November 1.
What’s Next?
Building on its industry leadership and commitment to cutting-edge helmet design and performance-driven motorcycle gear, Simpson Motorcycle will unveil its latest 2026 products at the EICMA show in Milan, Italy, this November.
For more Holley company news, click here.
For more information about Simpson Motorcycle’s latest product innovations, click here.
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) successfully integrate acquisitions or achieve the expected synergies from such acquisitions; (5) successfully design, develop, and market new, effective, and safe products, (6) expand into new markets; (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.
Media Relations Contact(s):
Jordan Moore, jmoore@tinymightyco.com / Sydney Goggans, sgoggans@tinymightyco.com
Investor Relations Contact(s):
Anthony Rozmus / Neel Sikka
Solebury Strategic Communications
203-428-3224
Holley@soleburystrat.com
Photos accompanying this announcement are available at:
https://www.globenewswire.com/NewsRoom/AttachmentNg/e5723320-6711-4a24-a016-0c81dcd8bf69
https://www.globenewswire.com/NewsRoom/AttachmentNg/2e488f4b-fbd2-48b7-9093-bd95bacc219b
FAQ
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