Holley Inc. (Holley) designs, manufactures, and distributes high-performance automotive aftermarket products to car and truck enthusiasts primarily in the United States, Canada and Europe. The company’s products span a number of automotive platforms and are sold across multiple channels.
The company is a manufacturer of a diversified line of performance automotive products, including carburetors, fuel pumps, fuel injection systems, nitrous oxide injection systems, superchargers, exhaust headers...
Holley Inc. (Holley) designs, manufactures, and distributes high-performance automotive aftermarket products to car and truck enthusiasts primarily in the United States, Canada and Europe. The company’s products span a number of automotive platforms and are sold across multiple channels.
The company is a manufacturer of a diversified line of performance automotive products, including carburetors, fuel pumps, fuel injection systems, nitrous oxide injection systems, superchargers, exhaust headers, mufflers, distributors, ignition components, engine tuners and automotive performance plumbing products. The company is also a manufacturer of exhaust products, as well as shifters, converters, transmission kits, transmissions, tuners and automotive software. The company’s products are designed to enhance street, off-road, recreational and competitive vehicle performance through increased horsepower, torque and drivability. The company has locations in the United States, Canada, Italy and China.
The company attributes a major component of its success to its brands, including Holley EFI, Holley, MSD, Simpson, EDGE, Superchips, Diablosport, Accel and Flowmaster, among others. Through these strategic acquisitions, the company has increased its market position in the otherwise highly fragmented performance automotive aftermarket industry.
The company operates in the performance automotive aftermarket parts industry.
On July 16, 2021, the company consummated a business combination (the Business Combination) pursuant to that certain Agreement and Plan of Merger dated March 11, 2021 (the Merger Agreement), by and among Empower Ltd. (Empower), Empower Merger Sub I Inc., a direct wholly owned subsidiary of Empower (Merger Sub I), Empower Merger Sub II LLC, a direct wholly owned subsidiary of Empower (Merger Sub II), and Holley Intermediate Holdings, Inc. (Holley Intermediate). The Closing occurred on July 16, 2021, (Closing Date).
Business Strategy
Through the company’s portfolio of leading brands – ranging from icons of the American Road to emerging technologies – it serves a large, diverse community of expert partners and enthusiast consumers across four distinct consumer verticals, including Domestic Muscle, Modern Truck & Off-Road, Euro & Import, and Safety & Racing.
The company plans to unlock the full potential of Holley’s innovation-led research and development (R&D) product portfolio and brand powerhouse in the performance automotive aftermarket across all four verticals through its highly focused Steering Principles of Fueling its Teammates, supercharging its customers and accelerating profitable growth.
Brands
The company has a strong portfolio of brands covering various product categories. The company’s portfolio consists of over 70 brands spanning across over 30 product categories. The company’s top five brands generated 55% of its sales in 2024.
Holley EFI: The company’s largest brand and represented 14% of its sales for 2024. The company’s Holley EFI brand focuses on electronic fuel injection technology and showcases its new product development engine.
Holley: The company’s second largest brand and represented 15% of its sales for 2024. The Holley brand resonates with consumers as the majority of automotive enthusiast consumers recognize the Holley brand. Holley offers a variety of products across multiple categories but traces its roots back to carburetors which originally made the brand famous with automotive enthusiasts.
MSD: The company’s third leading brand and represented 10% of its sales for 2024. MSD has historically been focused on production of ignition products and recently has been more focused on developing electronics for the powertrain category.
Simpson: The company’s fourth leading brand and represented 10% of its sales for 2024. Simpson is focused on motorsport safety products including helmets, head and neck restraints, seat belts and fire suits.
Flowmaster: The company’s seventh largest brand and represented 6% of its sales in 2024. Flowmaster's main focus is on developing exhaust products.
The company’s brands have allowed it to build direct, trusted and long-lasting relationships with its consumers and distribution partners.
Marketing
The company reaches and engages its consumers where they participate in the performance automotive aftermarket – online and in person. The company’s marketing strategy is centered on strong brand equity, leading new product innovation capabilities and delivering consistently high-quality products. The company has established dedicated consumer verticals that are focusing on its go-to-market strategy for the following four vertical markets: Domestic Muscle, Modern Truck & Off-Road, Euro & Import, and Safety & Racing.
The company has shifted its marketing efforts towards digital advertising and have increased investments in consumer engagement directly via digital and social media platforms and campaigns. Additionally, since mid-2020 the company increased resources focused on expanding its e-commerce and digital platforms. These efforts have included turning Holley.com into a destination for automotive enthusiasts and launching Motor Life, the company’s internal digital publication that is available to the public on its website. As a result, the company has experienced a significant increase in social media and online engagement since that time. Continued expansion of and investment in digital and social media are expected in the future to support the company’s DTC channel, as well as its complete distribution network.
Sales and Distribution
The company has a diverse omni-channel distribution strategy focused on delivering the best customer experience to its enthusiast consumers and distribution partners. The company’s omni-channel model enables it to reach its consumers through DTC, E-tailer, warehouse distributor, traditional retailer, and jobber/ installer channels. The company has mutually beneficial relationships with its distribution partners and are able to maintain strong pricing discipline across its channels with strict conformance to minimum advertised pricing.
DTC channel: The company’s DTC channel provides consumers full access to all of its brands, its unique branded content and its full product assortment. The company has turned Holley.com into its primary hub for consumer communication and continues to add features and brands that make it an increasingly attractive digital destination for its consumers. The company’s DTC channel enables it to directly interact with its customers, more effectively control its brand experience, better understand consumer behavior and preferences, and offer exclusive products, content, and customization capabilities.
Distribution Partners: The company has historically sold the majority of its products through distribution partners who purchase its products and distribute them through various channels. These partners consist of E-tailers, warehouse distributors, traditional retailers, and jobber/installers with E-tailers and warehouse distributors accounting for 55% of its sales in 2024, and its top ten distribution partners accounting for 42% of its sales in 2024 with its largest making up 21% of its sales in 2024.
Seasonality
Traditionally, the company’s sales in the first half of the year (year ended December 31, 2024) are generally higher than in the second half of the year.
Research and Development
The company’s research and development costs were $18.7 million for the year ended December 31, 2024.
History
Holley Inc. was founded in 1903.
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