Holley renames Domestic Muscle vertical to American Performance

Holley Performance Brands restructured its flagship consumer vertical, which includes Holley EFI and Sniper, as American Performance.

Holley Performance Brands, the US parent of Holley EFI, MSD, Sniper, NOS, Flowmaster and DiabloSport, has renamed its largest consumer division from Domestic Muscle to American Performance. The announcement was made on 22 January 2026 from its Bowling Green, Kentucky headquarters.

Holley said the old name suggested a shrinking segment built around 1960s and 1970s muscle cars, whereas its own data shows growth in American vehicles from the 1980s to 2000s, including trucks and SUVs, driven by younger enthusiasts. The company says 1980 to 2009 platforms make up more than 78% of its event participation and 81% of the segment's sales, that trucks account for 80% of top searches on its website, and that over 70% of LS Fest attendees engaging with 1980s and 1990s platforms are under 45. Holley notes these figures come from internal data that has not been independently verified.

The redefined segment covers trucks, SUVs and cars 20 years or older plus modern American performance cars such as the Mustang, Corvette, Camaro, Challenger and Charger. Holley describes it as a market worth more than US$5 billion that provides about 60% of its annual revenue. The change is a branding and strategy move and does not announce new engine management products.