Holley and Callaway have announced they will collaborate on delivering a series of performance packages targeting General Motors products. The aftermarket brands specifically want to focus on “popular GM models, expanding the companies’ reach in the GM ecosystem and serving more enthusiasts in the Domestic Muscle arena and the rapidly growing Modern Truck [and] Off-Road space.”
While Callaway Cars have been designing power adders for vehicles since 1977, Holley Performance Products has been around for quite a bit longer. Founded in 1896, Holley quickly became known for building carburetors and pivoted toward performance applications once the era of Detroit Muscle came into play. Now, the duo want to work together — ideally with the resulting components becoming available via dealerships.
From Holley:
By combining Callaway’s nearly five decades of renowned engineering, design and craftsmanship with Holley’s robust operational capabilities and extensive market expertise, the company 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.
The performance packages will primarily target vehicles in the GM portfolio, such as Silverado, Sierra, Suburban, Tahoe, Yukon and Escalade, as well as the iconic 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 noted above, Callaway will be conducting business as usual with Holley footing the bill for development and marketing while likewise serving as the manufacturing arm. Callaway already takes orders from customers who want high-performance variants of all sorts of models. Relevant to the joint announcement, this includes the Chevrolet Silverado, Chevy Tahoe, Chevy Corvette, GMC Sierra, GMC Yukon, and Cadillac Escalade.
That background will assuredly serve as a jumping-off point to deliver performance packages (presumably for those models) that can be offered as dealer upgrades, with Holley stepping in to handle the requisite manufacturing scale. Considering how much Callaway custom models offer in terms of power improvements, the assumption is that the packages produced in tandem with Holley will be less aggressive in order to maintain long-term reliability. However, that doesn’t preclude the aftermarket companies from trying to shoot the moon. We’re just speculating here.
“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.”
While the focus appears to be on trucks and SUVs, the companies made special mention of the Chevrolet Corvette. In fact, the pair want to establish a new Callaway Performance Center alongside its existing operations in Bowling Green, Kentucky — where the Corvette is already produced.
The site is supposed to help bolster production capabilities while likewise serving as an R&D center for the Corvette “as well as GM truck and SUV offerings.”
“My father built Callaway Cars on a foundation of passion and performance,” stated 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.”
[Images: Callaway]
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