When you’ve become the single-largest company in the performance automotive aftermarket, brandishing an incredible 62 brands beneath your umbrella, some internal structuring needs to be occasionally reorganized and streamlined. In a sequence of press releases, Holley Inc. recently announced that it will be rebranding itself Holley Performance Brands as well as the addition of two new Vice Presidents.

For the most part, the name change is mostly aesthetic and will not directly effect how you the consumer will engage with Holley, despite what current President and CEO, Matthew Stevenson stated: “The rebranding to Holley Performance Brands marks a significant milestone in our journey. Our strong and diversified brand portfolio and alignment along our new vertical groupings are fueling our transformation and will help drive innovation and growth. This change propels us into an exciting new era of automotive performance and reflects that Holley Performance Brands is not just about parts but part of something more powerful.”

Simultaneously, Holley added two new senior leaders, Charlie Taylor as Vice President of Digital Strategy and Will Robbins as Vice President of Consumer Product Strategy. Stevenson noted, “We continue to take steps to leverage our full brand portfolio to provide enticing and desirable solutions that meet the needs of today’s enthusiasts. Charlie and Will are dynamic leaders with deep understanding of the automotive aftermarket, and we’re confident that their leadership will help us identify new opportunities for growth. We look forward to the contributions they will make to our company, brands and customers.”

Here’s the press release below:
Holley Inc., a leader in automotive aftermarket performance solutions, today announced the strategic evolution of its operations branding from Holley Performance Products to Holley Performance Brands. The change underscores the company’s goal to expand its influence and enhance its presence across the high-performance automotive aftermarket sector. As Holley Performance Brands, the company is emphasizing a broadened mission that respects its storied legacy while aiming to accelerate future growth and innovation.

Evolving from its previous primary focus on classic muscle and truck, Holley Performance Brands has reshaped and expanded its approach to the market by categorizing its offerings into targeted vertical groupings – Domestic Muscle, Modern Truck & Off-Road, Euro & Import, and Safety & Racing. This strategic alignment will allow Holley Performance Brands to better serve a wider and varied customer base with specialized products and services, enhancing its market adaptability and consumer engagement.

“The rebranding to Holley Performance Brands marks a significant milestone in our journey,” said Matthew Stevenson, President and Chief Executive Officer, Holley. “Our strong and diversified brand portfolio and alignment along our new vertical groupings are fueling our transformation and will help drive innovation and growth. This change propels us into an exciting new era of automotive performance and reflects that Holley Performance Brands is not just about parts but part of something more powerful.”

The Holley Performance Brands portfolio harnesses the collective strength of its iconic brands to create a cohesive and dynamic customer experience designed to deliver unparalleled enjoyment, performance, and safety. The branded portfolio offers a source of strategic competitive advantage and includes iconic brands such as APR®, Dinan®, Simpson®, Stilo®, Flowmaster®, Holley®, ADS®, Baer®, Edge®, DiabloSport®, AEM®, MSD® and more than 50 others. Renowned for their innovation, quality and performance, these brands form the cornerstone of Holley’s aim to meet the diverse and evolving needs of enthusiasts worldwide.

The company is equally committed to fostering and empowering a dynamic work environment while making strategic investments to innovate and prepare for the future. Emphasizing smart simplicity, Holley Performance Brands is refining its operations to enhance efficiency and strengthen its impact in the industry. This focused approach prioritizes initiatives that fuel the company’s teams, accelerates growth and supercharges its customers – keeping Holley Performance Brands competitive and responsive in a fast-evolving market.

In the coming weeks and months, Holley Performance Brands will undertake a thoughtful transition to the new branding approach and will be updating key visual touchpoints across its many branded and marketing assets. Holley Inc will continue as the official corporate name and the enterprise will continue to trade on the NYSE under the ticker symbol of HLLY.