Holley Rolls Out Six-Product High-Performance Car Care Line with Malco Partnership
Holley Performance Brands unveiled a six-product Holley High-Performance Car Care line developed with Malco Automotive to enter the recurring-purchase automotive detailing market. The line debuts at LS Fest West April 24-26 and launches May 6, extending Holley’s chemicals portfolio into vehicle appearance care for performance enthusiasts.
1. Holley Launches Car Care Line
Holley Performance Brands introduced Holley High-Performance Car Care, a new six-product automotive detailing line developed with Malco Automotive. The lineup includes Wash + Wax, Speed Wash, Speed Finish, Tire Shine, Wheel Clean and Interior Protect, designed for performance-focused vehicle owners.
2. Launch Timing and Availability
The product line will debut at LS Fest West in Las Vegas April 24-26 before official commercial availability on May 6. Early activations at the event aim to generate customer engagement ahead of full market rollout.
3. Strategic Expansion Rationale
This launch marks Holley’s entry into the recurring-purchase vehicle appearance care category, expanding its chemicals portfolio. Partnering with Malco combines Holley’s brand recognition with Malco’s formulation expertise to deepen engagement with automotive enthusiasts and capture share of wallet.