Holley Performance Brands announced the renaming of its flagship consumer vertical from “Domestic Muscle” to “American Performance.” 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, company officials stated in a press release.
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, noted the release. Holley says its 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.
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, the company said.
“This isn’t a decline story; it’s a growth story,” said Nick Hite, SVP of American Performance at Holley Performance Brands. “The research confirms what we’re seeing on the ground: new passion platforms, broader demographics and cultural momentum redefining American performance. The name change reflects the reality of today’s market and where it’s headed.”
Key Findings From Holley’s Research
- Platforms from 1980–2009 now account for more than 78% of Holley event participation and 81% of segment sales, signaling strong demand beyond traditional 1960s–1970s muscle.
- Trucks dominate search and sales activity, representing 80% of top vehicle searches on Holley.com.
- New buyers are younger and more diverse, with over 70% of Holley’s LS Fest attendees engaging with 1980s–1990s platforms under the age of 45.
- 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.
Holley says these trends point to an expanded and evolving performance aftermarket—one where legacy platforms remain strong, while newer generations bring additional vehicles, use cases and spending into the category.
A visual summary of the research will be shared across Holley’s B2B customer network, investor channels and social platforms, and is available at www.holley.com/american_performance. The insights referenced are based on Holley Performance Brands’ proprietary internal data and market observations.