Big news in the performance automotive world: Holley Performance Brands and Callaway Cars have announced a strategic partnership that will deliver a new line of dealer-approved performance packages for GM trucks, SUVs, and the Corvette.
The move strengthens both companies’ positions in the Domestic Muscle segment while tapping into the fast-growing Modern Truck and Off-Road market.
Why This Is A Big Deal
For decades, Callaway Cars has built its reputation on precision engineering and OEM-integrated performance, while Holley Performance Brands has become a leader in aftermarket innovation and enthusiast-focused products. Together, they bring complementary strengths that will unlock new opportunities for performance-minded GM owners.
The partnership will mean:
A New Callaway Performance Center in Bowling Green, Kentucky – Located in the same city where the Corvette has been assembled for decades, this facility will focus on the Corvette as well as GM truck and SUV offerings. It will increase production capacity and enable faster delivery of dealer-backed solutions.
Expanded Presence in the GM Ecosystem – By combining Holley’s market reach with Callaway’s engineering expertise, the companies will offer high-performance solutions across multiple GM platforms, appealing to both muscle car purists and modern truck enthusiasts.
Broader Distribution of Callaway Products – Holley’s omni-channel go-to-market strategy, spanning direct-to-consumer sales, dealer networks, and e-commerce platforms, will give Callaway upgrades greater visibility and accessibility than ever before.
Merging Engineering Heritage with Market Strength
“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 and CEO of 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.”
Holley will spearhead digital and direct-to-consumer sales, while Callaway maintains its dealership relationships. Holley is also investing in product development, marketing, and activation efforts to create stronger engagement with GM dealers and the enthusiast community.
Building on a Legacy of Performance
“My father built Callaway Cars on a foundation of passion and performance,” said Pete Callaway, President of 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.”
Stevenson added that by pairing Holley’s deep manufacturing and distribution resources with Callaway’s engineering talent and innovative design, the companies are positioned to deliver complete vehicle solutions that few in the industry can match.
A Win for Enthusiasts
For GM owners, this partnership means greater access to factory-backed performance upgrades, the assurance of dealer-approved installation, and the convenience of wider distribution channels. Whether it’s a Silverado built for towing and off-road adventure or a Corvette tuned for track days, Holley and Callaway are promising performance packages that deliver both excitement and reliability.
This collaboration not only strengthens two iconic brands but also reinforces the role of performance culture in the broader GM ecosystem, ensuring that enthusiasts have more ways to personalize and enjoy their vehicles.
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