Holley Performance Brands and Amotiv Limited have announced a strategic collaboration to expand the reach of each company's brands across North America, Australia and New Zealand. Holley (NYSE: HLLY) and Amotiv (ASX: AOV) made the announcement on Oct. 26, and the first product from the partnership is a line of Flowmaster oil filters.
The companies say the collaboration pairs Holley's enthusiast brands and established North American customer channels with Amotiv's portfolio of automotive aftermarket brands and its product and technical capabilities. The companies say it supports Holley's strategy of extending its brands into adjacent product categories and gives Amotiv broader access to the North American performance aftermarket. Over time, the companies expect to introduce complementary products in each other's markets and to collaborate on selected operational and technical capabilities.
First product: Flowmaster Engineered by Ryco filters
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. The filters use Ryco's race-inspired, award-winning SynTec technology. The line carries the Flowmaster name and is engineered by Ryco, Amotiv's filtration technology brand, which the companies describe as market-leading in Australia. Flowmaster is entering filtration for the first time with the line.
The release shows early development samples of spin-on and cartridge filters. It does not give pricing, part numbers, an on-sale date or a list of dealers and distributors.
Matthew Stevenson, president and CEO of Holley Performance Brands, said the two companies have built a working relationship over the past year.
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. 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.
Matthew Stevenson, president and chief executive officer, Holley Performance Brands
What could come next
After the filter line, the companies are evaluating further opportunities for 2027 and beyond. They include:
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
Collaboration across warehousing, distribution, technical resources, supply chain and sourcing
The release says these opportunities remain subject to further evaluation and applicable approvals, so they are not yet commitments.
Graeme Whickman, managing director and CEO of Amotiv, said the companies complement each other.
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. We look forward to working closely with the Holley team to unlock that potential and grow our brands.
Graeme Whickman, managing director and chief executive officer, Amotiv Limited
SEMA Show press conference
Holley and Amotiv expect to share more details at a joint press conference at the 2026 SEMA Show in Las Vegas on Tuesday, Nov. 3, at 12:00 p.m. at Holley's booth in the Central Hall of the Las Vegas Convention Center.
About the companies
Holley describes itself as home to a portfolio of brands serving enthusiasts across the high-performance aftermarket, organized into four consumer groupings: American Performance, Modern Truck & Off-Road, Euro & Import, and Safety & Racing. Amotiv says it owns more than 50 brands, has more than 1,900 team members and operates in more than 40 global locations through three divisions: 4WD Accessories and Trailering; Lighting, Power and Electrical; and Powertrain and Undercar.
The announcement was issued through GlobeNewswire by both companies; the release page is the original GlobeNewswire release.
