Holley & Callaway Cars Partner on New Line of GM Performance Packages

Holley Performance Brands and Callaway Cars, a provider of OEM-integrated performance solutions, announced a partnership to develop and launch a line of performance packages for GM trucks and SUVs. The partnership will focus on building scalable, high-performance solutions for popular models, expanding the companies’ reach in the GM ecosystem and serving more enthusiasts in the domestic muscle arena and the rapidly growing modern truck & off-road space, according to company officials in a press release.

By combining Callaway’s nearly five decades of engineering, design and craftsmanship with Holley’s operational capabilities and market expertise, Callaway will be able to reach even more enthusiasts with turnkey, dealer-approved solutions across multiple consumer verticals, providing the performance, reliability and warranty support consumers expect, noted the release.

The performance packages will primarily target vehicles in the GM portfolio, such as Silverado, Sierra, Suburban, Tahoe, Yukon and Escalade, as well as the Corvette. Packages will vary in price, up to premium-level “Pinnacle” versions. Holley will lead the digital and direct-to-consumer (DTC) sales channels, with Callaway continuing their GM dealership outreach.

“As we continue to realize our vision to be the undisputed global leader in the automotive performance aftermarket, this partnership puts us in a strong position to drive growth and deliver category-defining products for the modern enthusiast,” said Matthew Stevenson, president & CEO, Holley Performance Brands. “Callaway Cars is a company that seamlessly complements our iconic brands and shares in our desire to bring more performance and fun to enthusiasts everywhere.”

As part of the partnership, Holley is making investments to fund vehicle development, marketing and activation efforts. Project collaboration will include multi-channel outreach campaigns directly connecting with GM dealers and creating visibility of the partnership with auto enthusiasts through Holley’s social media and e-commerce platforms.

New Callaway Performance Center in Bowling Green Will Focus on Corvette, Truck & SUV Offerings

Callaway’s reputation for precision engineering and OEM-integrated performance has its roots in the Chevrolet Corvette, a vehicle that, for decades, has been assembled exclusively by General Motors in Holley’s hometown of Bowling Green, Kentucky.

Holley and Callaway plan to establish a new Callaway Performance Center alongside its existing operations in Bowling Green. This new center will focus on the Corvette, as well as GM truck and SUV offerings. These changes will increase production capacity and enable broader availability of dealer-backed solutions for customers, according to the companies.

“My father built Callaway Cars on a foundation of passion and performance,” said Pete Callaway, president, Callaway Cars. “Joining Holley in this partnership allows the Callaway Team to take that legacy to the next level, reaching more enthusiasts with complete, high-performance vehicle solutions while maintaining the authenticity and excellence people expect from the Callaway brand.”

Combining the Strengths of Both Companies, Plus Immersive Delivery Experiences

“By pairing Holley’s deep manufacturing and distribution strength in the performance aftermarket with Callaway Cars’ talent for advanced engineering technologies and innovative product design, we’re delivering complete vehicle solutions that few in the industry can match,” added Stevenson.

As with current Callaway deliveries, customers will still have the option to receive their vehicles at select dealerships nationwide or take part in immersive delivery experiences designed for performance enthusiasts. New experiences will be coming soon to Bowling Green, alongside those already available in Old Lyme, Connecticut, and potentially other locations across the Holley Performance Brands footprint.