Core Insights - Holley Performance Brands has rebranded its consumer vertical from "Domestic Muscle" to "American Performance," reflecting a generational shift in automotive enthusiasm and sustained growth in American vehicle platforms from the 1980s to 2000s [1][5] Market Trends - The previous "Domestic Muscle" segment was perceived as a legacy category, primarily focused on older muscle cars from the 1960s and 1970s, which were plateauing in demand [2] - Holley's research indicates that demand is expanding due to younger enthusiasts entering their peak spending years, engaging with vehicles they grew up with [2][5] Segment Definition - The American Performance segment includes trucks, SUVs, and cars that are 20 years or older, as well as modern American performance vehicles like Mustangs, Corvettes, and Challengers [3] Research Findings - Platforms from 1980 to 2009 account for over 78% of Holley's event participation and 81% of segment sales, indicating strong demand beyond traditional muscle cars [6] - Trucks represent 80% of the top vehicle searches on Holley.com, highlighting their dominance in search and sales activity [6] - Over 70% of attendees at Holley's LS Fest are under 45 years old, engaging with 1980s to 1990s platforms, showcasing a younger and more diverse buyer demographic [6] Cultural Influence - Pop culture is driving renewed interest in vehicles, with media moments and nostalgia contributing to rising values for models like the Buick Grand National and Fox Body Mustang [6] Market Potential - The American Performance segment represents a market exceeding $5 billion and contributes approximately 60% of Holley Performance Brands' annual revenue [9]