Holley Performance Brands Partners With Callaway Cars To Develop Performance Packages For GM Trucks, SUVs

Holley Performance Brands (HLLY) and Callaway Cars on Tuesday announced a partnership to launch a line of performance packages for General Motors’ (GM) trucks and SUVs.

The two companies specialize in automotive aftermarket performance solutions, and their partnership will focus on building scalable, high-performance vehicle solutions for popular GM models, such as Silverado, Sierra, Suburban, Tahoe, Yukon, and Escalade, as well as the iconic Corvette. The partnership, Holley said, will help expand the companies’ reach in the GM ecosystem.

The performance packages will vary in price, up to premium-level “Pinnacle” versions, Holley Performance said.

On Stocktwits, retail sentiment around HLLY trended in the ‘bullish’ territory, coupled with ‘high’ message volume. Shares of the company traded 5% higher at the time of writing.

The project collaboration will include multi-channel outreach campaigns directly connecting with GM dealers and creating visibility of the partnership with auto enthusiasts, the company said.

While Holley will lead the digital and direct-to-consumer (DTC) sales channels, Callaway will continue their GM dealership outreach. Holley is also making investments to fund vehicle development, marketing, and activation efforts, it said. The company and Callaway will also establish a new Callaway Performance Center alongside its existing operations in Bowling Green to increase production capacity. The center will focus on the Corvette, GM trucks, and SUVs.

Customers, meanwhile, will have the option to receive their vehicles at select dealerships nationwide or take part in immersive delivery experiences designed for performance enthusiasts.

HLLY stock is up by 13% this year and by about 14% over the past 12 months.

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