Holley Performance Brands and Amotiv Limited, which owns a portfolio of companies specializing in the automotive aftermarket and accessories sector, announced a strategic collaboration designed to expand the reach of each company’s brands across North America, Australia and New Zealand. The collaboration pairs Holley’s iconic enthusiast brands and established North American customer channels with Amotiv’s portfolio of automotive aftermarket brands and its product and technical capabilities, Holley officials stated in a press release.
The collaboration supports Holley’s strategy of extending its brands into adjacent product categories and broadening the solutions available to its customers, while offering Amotiv broader access to the North American performance aftermarket, noted the release. Over time, the companies expect the relationship to introduce complementary products in each other’s markets and to create opportunities for collaboration across selected operational and technical capabilities.
Flowmaster Oil Filters Lead the Collaboration’s First Launch
As a first step, the companies plan to introduce Flowmaster Engineered by Ryco Performance Oil Filters, a line of high-performance oil filters for North America using Ryco’s race-inspired, award-winning SynTec technology. The line is branded under Flowmaster and engineered by Ryco, Amotiv’s filtration technology brand, which is market-leading in Australia, the company said. It marks Flowmaster’s entry into filtration.
“Over the past year, we’ve built a strong working relationship with Amotiv’s leadership team and developed real respect for the engineering depth and operational discipline across their business,” said Matthew Stevenson, president and chief executive officer of Holley Performance Brands. “We share a commitment to the enthusiasts who rely on our brands, and we’re excited to build on that foundation as we grow together.”
Brake, Clutch & Distribution Opportunities Under Evaluation for 2027
Following the initial filter line, the companies are evaluating additional opportunities for 2027 and beyond, including expanding sales and distribution of Amotiv’s DBA brake and XClutch products through Holley’s North American channels; Amotiv-led sales and distribution of select Holley Performance Brands products in Australia and New Zealand; and collaboration across warehousing, distribution, technical resources, supply chain and sourcing. These opportunities remain subject to further evaluation and applicable approvals.
“Holley has built an exceptional team, infrastructure and operating platform in North America, and the time we’ve spent together has made clear how well our two businesses complement each other,” said Graeme Whickman, managing director and chief executive officer of Amotiv Limited. “We look forward to working closely with the Holley team to unlock that potential and grow our brands.”
Holley & Amotiv Collaboration Details at 2026 SEMA Show
Holley Performance Brands and Amotiv will share additional details about their collaboration during a joint press conference at the 2026 SEMA Show in Las Vegas on Tuesday, Nov. 3, at 12 p.m. PST at the Holley Performance Brands Booth #22463 in Central Hall.