Flowmaster oil filters are planned for North America under a strategic collaboration announced by Holley Performance Brands and Amotiv on October 26, 2026. The agreement aims to extend the companies’ automotive aftermarket brands across North America, Australia and New Zealand, starting with Flowmaster’s entry into filtration.
Key Takeaways
- The first planned product line pairs Holley’s Flowmaster brand with filtration engineering from Amotiv’s Ryco.
- Broader distribution and operational opportunities for 2027 and beyond remain under evaluation and subject to applicable approvals.
Flowmaster oil filters mark a new product category
The planned line, named Flowmaster Engineered by Ryco Performance Oil Filters, will use Ryco’s SynTec technology. Holley brings its enthusiast brands and established North American customer channels, while Amotiv contributes aftermarket products and technical capabilities. The announcement did not specify a commercial launch date.
Ryco’s SynTec filtration technology uses synthetic media designed to capture dirt without increasing the pressure drop across the filter. Ryco lists high-performance and racing applications for its existing SynTec range. That product background explains the technology selected for the collaboration, rather than confirming specifications for the forthcoming Flowmaster line.
For Holley, the initiative extends an existing brand into an adjacent product category. For Amotiv, the collaboration offers a route to broader access to North America’s performance aftermarket.
Wider distribution remains under evaluation
Beyond the initial filters, the companies are evaluating opportunities for 2027 and later. These include selling and distributing Amotiv’s DBA brake and XClutch products through Holley’s North American channels, alongside Amotiv-led distribution of selected Holley products in Australia and New Zealand.
The potential cooperation also covers warehousing, distribution, technical resources, supply chain and sourcing. These initiatives remain subject to further evaluation and applicable approvals; they are not confirmed product rollouts or completed operational changes.
Holley Chief Executive Matthew Stevenson said the companies had developed a working relationship over the past year. Amotiv Chief Executive Graeme Whickman pointed to Holley’s North American infrastructure and operating platform as complementary to Amotiv’s business.
Next milestone
The next scheduled update is a joint press conference at the 2026 SEMA Show in Las Vegas on November 3 at noon, at Holley’s booth in the Las Vegas Convention Center’s Central Hall.
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