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Holley Acquires 4 Enthusiast Brands

The acquisitions were made in strategic product categories to expand Holley’s capabilities in certain product areas.

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Holley announced it acquired substantially all of the assets of Arizona Desert Shocks (ADS), Baer Brakes, Brothers Trucks, and Rocket Racing Wheels during the fourth quarter of 2021.

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“We are excited to welcome Arizona Desert Shocks, Baer Brakes, Brothers Trucks, and Rocket Racing Wheels to the Holley family of enthusiast brands,” said Tom Tomlinson, Holley’s president and CEO. “These acquisitions are in highly strategic product categories that are powertrain agnostic with applicability to the emerging opportunity in electric vehicles and electric powertrain conversions. The acquisition of ADS augments Holley’s existing capabilities in on-road performance suspension systems by adding off-road expertise. Baer Brakes introduces a new product category to Holley and brings us tremendous brake system expertise, moving us closer to our goal of providing complete vehicle solutions to our enthusiast consumers. Brothers Trucks further enhances our offerings in truck and SUV appearance items and Rocket Racing Wheels strengthens our offerings in wheels for both cars and trucks.”

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“These acquisitions reflect our commitment to invest strategically to broaden and diversify Holley’s range of performance products, focusing on vehicle platforms our enthusiast consumers love,” said Vinny Nimmagadda, Holley’s executive vice president of Corporate Development & New Ventures. “Importantly, we believe they help unlock and expand new and large addressable markets of strategic importance to the Company.”

Holley said it completed these acquisitions for approximately $56 million during the fourth quarter of 2021. The transactions were financed through a combination of cash on hand and Holley’s new credit facility. For 2022, Holley adds it expects these acquisitions to contribute net sales of approximately $30 million.

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