Situation:
Headquartered in Bowling Green, Kentucky, Holley is a leading manufacturer of high-performance automotive aftermarket products, including carburetors, electronic fuel injection kits, exhaust headers, and fuel pumps. The company markets its products through a portfolio of iconic American brands, including: Holley®, Hooker Headers®, Flowtech®, Nitrous Oxide Systems® or (“NOS”), Earl’s®, and Weiand®. Holley operates two manufacturing facilities in Kentucky and Mississippi, and employs approximately 350 associates.
Ameridan’s Role:
A leading private equity firm engaged Ameridan to conduct market diligence and an assessment of the company’s sales & marketing efforts. Ameridan’s market diligence work focused on: (1) Holley’s overall market position and its relationships with key customers/channels; (2) the size/speed of the movement from carburetion to EFI systems and the implications for Holley, and (3) key competitive dynamics including the potential to regain lost market share.
