What Does the Holley Performance Brands (NYSE:HLLY) and Amotiv Collaboration Mean for Flowmaster Oil Filters?

Sonal Goyal

28 October 2026 12:12 AM AEDT

What Does the Holley Performance Brands (NYSE:HLLY) and Amotiv Collaboration Mean for Flowmaster Oil Filters?

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Key Highlights

Holley Performance Brands and Amotiv Limited announced a strategic collaboration across North America, Australia and New Zealand.
The first product is Flowmaster Engineered by Ryco Performance Oil Filters, using Ryco's SynTec technology.
Additional opportunities for 2027 and beyond are being evaluated, subject to further evaluation and applicable approvals.
A joint press conference is planned at the 2026 SEMA Show in Las Vegas on Tuesday, November 3 at 12:00pm.

Holley Performance Brands (NYSE:HLLY) and Amotiv Limited (ASX: AOV) announced a strategic collaboration on October 26, 2026, aimed at expanding the reach of each company's brands across North America, Australia and New Zealand. 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 first step is a new oil filter line sold under the Flowmaster name.

Flowmaster Enters Filtration

The companies plan to introduce Flowmaster Engineered by Ryco Performance Oil Filters in North America. The line uses Ryco's race-inspired, award-winning SynTec technology and is branded under Flowmaster, a Holley name, while being engineered by Ryco, Amotiv's filtration technology brand. The release said the product marks Flowmaster's entry into filtration, extending the brand into a new category.

Opportunities Under Evaluation

Following the initial filter line, the companies said they are evaluating further opportunities for 2027 and beyond. These 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, and collaboration across warehousing, distribution, technical resources, supply chain and sourcing. The release stated that these opportunities remain subject to further evaluation and applicable approvals.

Matthew Stevenson, Holley's President and Chief Executive Officer, said the company has built a working relationship with Amotiv's leadership team over the past year.

Why This Could Matter

The release states that the collaboration supports Holley's strategy of extending its brands into adjacent product categories and broadening the solutions available to its customers, while giving Amotiv broader access to the North American performance aftermarket. Holley describes its portfolio as spanning four consumer vertical groupings: American Performance, Modern Truck & Off-Road, Euro & Import, and Safety & Racing. Amotiv, which says it has more than 50 brands, operates through three divisions: 4WD Accessories and Trailering; Lighting, Power and Electrical; and Powertrain and Undercar. The companies expect to share further details at a joint press conference at Holley's booth in the Central Hall of the Las Vegas Convention Center.

Wrapping Up

Holley and Amotiv have outlined a collaboration that begins with Flowmaster-branded oil filters engineered by Ryco and may extend into brakes, clutches, regional distribution and shared operational capabilities in 2027 and beyond, subject to evaluation and approvals.

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