{"id":929848,"date":"2026-01-22T09:05:28","date_gmt":"2026-01-22T14:05:28","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/holley-performance-brands-redefines-a-legacy-with-launch-of-american-performance-vertical\/"},"modified":"2026-01-22T09:05:28","modified_gmt":"2026-01-22T14:05:28","slug":"holley-performance-brands-redefines-a-legacy-with-launch-of-american-performance-vertical","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/holley-performance-brands-redefines-a-legacy-with-launch-of-american-performance-vertical\/","title":{"rendered":"Holley Performance Brands Redefines a Legacy With Launch of \u201cAmerican Performance\u201d Vertical"},"content":{"rendered":"<h2>\nNew research reveals generational shifts fueling growth across classic and modern performance platforms<br \/>\n<\/h2>\n<div class=\"mw_release\">\n<p>BOWLING GREEN, Ky., Jan.  22, 2026  (GLOBE NEWSWIRE) &#8212; Holley Performance Brands (NYSE: HLLY), a leader in automotive aftermarket performance solutions, today announced the renaming of its flagship consumer vertical from \u201cDomestic Muscle\u201d to \u201cAmerican Performance.\u201d The evolution reflects a generational shift in enthusiast behavior, supported by new internal research and market observations showing sustained growth across 1980s\u20132000s American vehicle platforms, including trucks, SUVs and muscle cars.<\/p>\n<p>For years, the domestic muscle naming convention was often viewed as a legacy segment. Iconic, but focused only on older 60s and 70s muscle cars and plateauing. Holley\u2019s analysis of search behavior, product sales and event participation tells a different story. Demand is expanding, driven by younger enthusiasts entering their peak spending years and engaging deeply with the vehicles they grew up with.<\/p>\n<p>For us the American Performance segment is defined as trucks, SUVs, and cars 20 years and older as well as modern American performance vehicles such as Mustangs, Corvettes, Camaros, Challengers, Chargers, and more.<\/p>\n<p \/>\n<p>\u201cThis isn\u2019t a decline story, it\u2019s a growth story,\u201d said Nick Hite, SVP of American Performance at Holley Performance Brands. \u201cThe research confirms what we\u2019re seeing on the ground: new passion platforms, broader demographics and cultural momentum redefining American performance. The name change reflects the reality of today\u2019s market and where it\u2019s headed.\u201d<\/p>\n<p>\n        <strong>Key Findings from Holley\u2019s Research Include:<\/strong>\n      <\/p>\n<ul type=\"disc\">\n<li style=\"margin-bottom:8pt\">Platforms from 1980\u20132009 now account for more than 78% of Holley event participation and 81% of segment sales, signaling strong demand beyond traditional 1960s\u20131970s muscle.<\/li>\n<li style=\"margin-bottom:8pt\">Trucks dominate search and sales activity, representing 80% of top vehicle searches on Holley.com.<\/li>\n<li style=\"margin-bottom:8pt\">New buyers are younger and more diverse, with over 70% of Holley\u2019s LS Fest attendees engaging with 1980s\u20131990s platforms under the age of 45.<\/li>\n<li style=\"margin-bottom:8pt\">Pop culture is accelerating demand, with media moments, museum exhibitions, and nostalgia driving renewed interest and rising values in vehicles such as the Buick Grand National and Fox Body Mustang.<\/li>\n<\/ul>\n<p>Together, these trends point to an expanded and evolving performance aftermarket\u2014one where legacy platforms remain strong, while newer generations bring additional vehicles, use cases and spending into the category.<\/p>\n<p>A visual summary of the research will be shared across Holley\u2019s B2B customer network, investor channels, and social platforms, and is available at <a href=\"https:\/\/www.globenewswire.com\/Tracker?data=s63Pr4JtLN-VtH-YtsrO2MzwCQWLYqGqJc-BS6DD263fBd_l5trZLwdvAcV_BwsNnLdk3jxmBDh-JbuWyVJm-C7WjvW-mkcS168NW2OsQ-OzZNs6NEjS4q2q8OVH9uQT3Rzu64Js3jQiws0PDbIcTQ==\" rel=\"nofollow\" target=\"_blank\">www.holley.com\/american_performance<\/a>. The insights referenced are based on Holley Performance Brands\u2019 proprietary internal data and market observations.<\/p>\n<p>Certain statements in this press release may be considered \u201cforward-looking statements\u201d within the meaning of the \u201csafe harbor\u201d 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\u2019s 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 design, develop, and market new, effective, and safe products, (5) expand into new markets; (6) compete effectively in our market; (7) maintain and strengthen demand for our products and brands; (8) maintain successful and profitable partnerships; (9) achieve expected returns on investments; and (10) 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 (\u201cSEC\u201d) on March 14, 2025, and in any subsequent filings with the SEC.<\/p>\n<p>\n        <strong>About American Performance<\/strong>\n      <\/p>\n<p>Holley\u2019s newly named American Performance vertical encompasses both classic and modern American vehicles\u2014from 1960s-era muscle cars to 1990s trucks and early-2000s performance platforms. The segment represents a $5B+ addressable market and contributes approximately 60% of Holley Performance Brands\u2019 annual revenue. It includes category-leading brands such as Holley EFI, MSD, Flowmaster, Sniper, Diablosport, NOS, and more.<\/p>\n<p>\n        <strong>About Holley Performance Brands<\/strong><br \/>\n        <br \/>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 &amp; Off-Road, Euro &amp; Import, and Safety &amp; 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\u00a0<a href=\"https:\/\/www.globenewswire.com\/Tracker?data=qEZ7ks85seeIv6dHaXTX0quxe1Kfb-bu4BAFjEDyZS5wD44QCUuaeym__NP7HHZTXCNbUVtp-5lRSjHJNDFBguIxWcB8boE2fLkpGF4CZ9LrUlbN_3YYu8eFbwI4KJt6kdkOlDvynWmypPNrRq0vphTInoa5qvpnCpvuPgK3RdED7Fza8STgNc2RxmAp5-WPVh30InbYLxmbcuqWHHZBUeF_IjcahJOVIamK2lcZd9VOgoLpb4BX-IF4LYm7CnmFHBf50ocs07XL-PaNdkVotQ==\" rel=\"nofollow\" target=\"_blank\">https:\/\/www.holley.com<\/a>.<\/p>\n<p>\n        <strong>Media Relations Contact(s)<\/strong>:<br \/>Nathan Espinosa\/Patrick Curtin<br \/>Kahn Media<br \/>818-881-5246<br \/><a href=\"https:\/\/www.globenewswire.com\/Tracker?data=1qwH8v7tAgaMVhWaB-dhkfdO1mBqrFyA1Ya63DamcYxI58nHRP-wGD1QD50p3ihVKWiZe5QuOewhCBUe5t3nR52wlzmxCCrTj1GQoZ2Y4NQ=\" rel=\"nofollow\" target=\"_blank\">Holley@KahnMedia.com<\/a><\/p>\n<p>\n        <strong>Investor Relations Contact(s):<\/strong><br \/>\n        <br \/>Anthony Rozmus\u00a0\/\u00a0Neel Sikka<br \/>Solebury Strategic Communications<br \/>203-428-3224<br \/><a href=\"https:\/\/www.globenewswire.com\/Tracker?data=1qwH8v7tAgaMVhWaB-dhkR12oi7Eufqn6j24nna3tlvHBomIlt-eK17WunKqUwxb_wPQtTNV2fnBVQrHD5JiHolnLJxuyCW_EHoLxzpt-3ACooVx2CglF0bZjJQZLF6y3HYKzytSm45nuaI281S5lv6KOGwr4NRjztXgvIe0wbtB425bLj3R-AXYZLO7MSAIsfxIsFvqhxH7tyqUiK8hNI3bCDLWSQjvHUgVpUgb_TTa0ncUS6pH7UaYAzw9gcT5pnL127Ygyj4fIEcjpP5sKiTVovEkmpZR4cCzi-ufp6c=\" rel=\"nofollow\" target=\"_blank\">Holley@soleburystrat.com<\/a><\/p>\n<p>A photo accompanying this announcement is available at <a href=\"https:\/\/www.globenewswire.com\/Tracker?data=qEZ7ks85seeIv6dHaXTX0lzulYQIE4dxRVUWfN9VIPX83tgmmphNFF-j34FkCoC1Lnu8aTsNxYOHW4XHJHa8Z9nzFfDZAV8aFRtOy_T5huAImDPHQE1mx7vrm_aL-fAe9afVSzUz0KBSkeRuN9_SDCdfGZKo4W0ihUILv0AL2DTBWInRbtiN6wr_1C6QB40w7HxqzA-eoCgrQ6ttCIJ9iyNH9_FebCOlyh6TSVdGkWasXW9V4lFYolCNZt-o63997Mpnv-EkFLX5q8sQi03TBQ==\" rel=\"nofollow\" target=\"_blank\">https:\/\/www.globenewswire.com\/NewsRoom\/AttachmentNg\/80020b79-aba7-4dff-a9a2-5c94ffe88868<\/a><\/p>\n<p>      <img decoding=\"async\" alt=\"\" class=\"__GNW8366DE3E__IMG\" src=\"https:\/\/www.globenewswire.com\/newsroom\/ti?nf=OTYzMDU2NCM3Mzc0NjgxIzIyMjQ3OTU=\" \/><br \/>\n      <br \/>\n      <img decoding=\"async\" alt=\"\" src=\"https:\/\/ml.globenewswire.com\/media\/MzFlN2Y0OTQtYmY1MS00ZGFmLTg2M2MtNjJiZDNiODhlM2YyLTEyMzYzNDgtMjAyNi0wMS0yMi1lbg==\/tiny\/Holley-Performance-Brands.png\" \/>\n    <\/div>\n<div class=\"mw_contactinfo\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>New research reveals generational shifts fueling growth across classic and modern performance platforms BOWLING GREEN, Ky., Jan. 22, 2026 (GLOBE NEWSWIRE) &#8212; Holley Performance Brands (NYSE: HLLY), a leader in automotive aftermarket performance solutions, today announced the renaming of its flagship consumer vertical from \u201cDomestic Muscle\u201d to \u201cAmerican Performance.\u201d The evolution reflects a generational shift in enthusiast behavior, supported by new internal research and market observations showing sustained growth across 1980s\u20132000s American vehicle platforms, including trucks, SUVs and muscle cars. For years, the domestic muscle naming convention was often viewed as a legacy segment. Iconic, but focused only on older 60s and 70s muscle cars and plateauing. Holley\u2019s analysis of search behavior, product sales and event participation tells a different &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/holley-performance-brands-redefines-a-legacy-with-launch-of-american-performance-vertical\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Holley Performance Brands Redefines a Legacy With Launch of \u201cAmerican Performance\u201d Vertical&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-929848","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Holley Performance Brands Redefines a Legacy With Launch of \u201cAmerican Performance\u201d Vertical - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/holley-performance-brands-redefines-a-legacy-with-launch-of-american-performance-vertical\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Holley Performance Brands Redefines a Legacy With Launch of \u201cAmerican Performance\u201d Vertical - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"New research reveals generational shifts fueling growth across classic and modern performance platforms BOWLING GREEN, Ky., Jan. 22, 2026 (GLOBE NEWSWIRE) &#8212; Holley Performance Brands (NYSE: HLLY), a leader in automotive aftermarket performance solutions, today announced the renaming of its flagship consumer vertical from \u201cDomestic Muscle\u201d to \u201cAmerican Performance.\u201d The evolution reflects a generational shift in enthusiast behavior, supported by new internal research and market observations showing sustained growth across 1980s\u20132000s American vehicle platforms, including trucks, SUVs and muscle cars. For years, the domestic muscle naming convention was often viewed as a legacy segment. Iconic, but focused only on older 60s and 70s muscle cars and plateauing. 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For years, the domestic muscle naming convention was often viewed as a legacy segment. Iconic, but focused only on older 60s and 70s muscle cars and plateauing. Holley\u2019s analysis of search behavior, product sales and event participation tells a different &hellip; Continue reading \"Holley Performance Brands Redefines a Legacy With Launch of \u201cAmerican Performance\u201d Vertical\"","og_url":"https:\/\/www.marketnewsdesk.com\/index.php\/holley-performance-brands-redefines-a-legacy-with-launch-of-american-performance-vertical\/","og_site_name":"Market Newsdesk","article_published_time":"2026-01-22T14:05:28+00:00","og_image":[{"url":"https:\/\/www.globenewswire.com\/newsroom\/ti?nf=OTYzMDU2NCM3Mzc0NjgxIzIyMjQ3OTU=","type":"","width":"","height":""}],"author":"Newsdesk","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Newsdesk","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/holley-performance-brands-redefines-a-legacy-with-launch-of-american-performance-vertical\/#article","isPartOf":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/holley-performance-brands-redefines-a-legacy-with-launch-of-american-performance-vertical\/"},"author":{"name":"Newsdesk","@id":"https:\/\/www.marketnewsdesk.com\/#\/schema\/person\/482f27a394d4fda80ecb5499e519d979"},"headline":"Holley Performance Brands Redefines a Legacy With Launch of \u201cAmerican Performance\u201d Vertical","datePublished":"2026-01-22T14:05:28+00:00","mainEntityOfPage":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/holley-performance-brands-redefines-a-legacy-with-launch-of-american-performance-vertical\/"},"wordCount":831,"image":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/holley-performance-brands-redefines-a-legacy-with-launch-of-american-performance-vertical\/#primaryimage"},"thumbnailUrl":"https:\/\/www.globenewswire.com\/newsroom\/ti?nf=OTYzMDU2NCM3Mzc0NjgxIzIyMjQ3OTU=","inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/holley-performance-brands-redefines-a-legacy-with-launch-of-american-performance-vertical\/","url":"https:\/\/www.marketnewsdesk.com\/index.php\/holley-performance-brands-redefines-a-legacy-with-launch-of-american-performance-vertical\/","name":"Holley Performance Brands Redefines a Legacy With Launch of \u201cAmerican Performance\u201d Vertical - 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