Holley launches ‘American Performace’ vertical

Holley (HLLY) Performance Brands announced the renaming of its flagship consumer vertical from “Domestic Muscle” to “American Performance.” The company said, “The evolution reflects a generational shift in enthusiast behavior, supported by new internal research and market observations showing sustained growth across 1980s-2000s 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’s 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. 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.”