Holley

For over a century Holley has driven the cutting edge of fuel-system design. That work continues today through Holley’s market-leading EFI products as well as through Holley’s family of best-in-industry brands. Top brands like MSD, Flowmaster, Hurst, Accel and many more make up the industry’s leading offering of enthusiast-driven products to deliver robust, complete performance solutions for builders, racers, and drivers. From propelling the LS-, Coyote-, and Gen 3 Hemi-swap trends, to continuously innovating late-model and vintage vehicle performance, Holley’s commitment to its customers and their cars is at the core of everything we do.

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 Holley Unilateral Minimum Advertised Price Policy (MAP) Update Effective May 1, 2025 

Introduction

Holley believes that its interests and those of its loyal Customers are best served through the adoption of a Minimum Advertised Price (MAP) policy. This MAP policy is designed to support and facilitate our continuous and substantial investment in our current brands and the development and introduction of innovative new products, while protecting our loyal Customers from those who seek to take unfair advantage by promoting the sale of Holley products primarily on the basis of price. Such practices are harmful to our brands, reputation, and competitiveness, and detrimental to our efforts to service and support consumers of our brands. This MAP policy has been unilaterally adopted by Holley to discourage such activities and supersedes all prior policies.

Scope

This MAP policy covers all Customers of Holley products, located in the United States, Canada and Mexico.

Retail Price

Holley has established a suggested retail price (“SRP”) for each of its products. Customers remain free to establish the actual prices at which they will sell Holley products. Some Customers may find that they can command prices above SRP.

Minimum Advertised Price

Holley has established a minimum advertised price (MAP) for each of its products. Holley will reward those Customers that advertise Holley products at (or above) MAP. Conversely, Customers who advertise Holley products below MAP will lose privileges or benefits offered by Holley.

For clarity, MAP applies only to advertised retail prices and does not apply to the retail price at which Holley products are sold, nor does it prohibit advertised prices higher than Holley’s MAP.

This MAP policy applies to all advertisements of any Holley products in all media including, without limitation, on-line catalogs, mail order catalogs, television, radio, public signage, flyers, posters, coupons, mailers, inserts, newspapers, magazines, and all internet or similar electronic media, including websites, email newsletters, forums, and auction sites.

The following are examples of “advertising” under Holley’s MAP Policy: Website features such as instant rebates (e.g. “spend $100 and get $10”), “click for price”, automated “bounce-back” pricing e-mails, automatic price display for any items prior to being placed into a customer’s shopping cart, and special “in-cart” or “make offer” pricing. Advertising a product below MAP, using the above tactics, is a violation of this policy.

Unless otherwise allowed by Holley, if any Holley product is bundled with or sold as part of a package that includes other products (whether or not manufactured by a Holley company), then it shall be a violation of this MAP policy to sell or advertise the bundle (or package) at a price that (a) is lower than the total MAP of the Holley product(s) in the bundle/package or (b) violates the letter or spirit of the MAP policy.

It shall be a violation of this MAP policy to include in any advertising for a Holley product any additional discount, coupon, gift card, or incentive that translates into an immediate price reduction, where the cumulative effect would be to reduce the advertised price of the Holley product below such product’s MAP. Holley-sponsored “manufacturer’s rebates” or other, similar Holley-sponsored promotions shall be exempt from this provision.

Each advertisement of any Holley product below its MAP will be a violation of this MAP Policy. Selling to any account on the Holley Do Not Sell list is a violation of this MAP policy.

Selling any or all of the Holley product lines to or through any internet reseller who is in non-compliance with this MAP policy constitutes a violation of this policy.

Consignment/Comingled Inventories

If your business participates in consignment inventories such as, the Fulfilled By Amazon (or FBA) program, then your business is held responsible if any such consigned/comingled inventory is used in support of MAP violators on our Do Not Sell list. Therefore, we suggest that you do not participate in these types of programs as it puts your account at risk of being penalized for selling to Do Not Sell List MAP Violators.

What’s NOT a violation of this MAP Policy?

It shall not be a violation of this MAP policy to use general advertising statements such as “we have the lowest prices” or “will match or beat competitors’ prices” or to use similar phrases so long as no price below MAP is listed and no specific reference to any Holley product is used in such general advertising.

It shall not be a violation of this MAP policy to advertise that a consumer may “call for price” or “email for price”, so long as no price below MAP is listed. Free or reduced-priced shipping may be offered and will not be considered a violation of this policy if it is offered in connection with the purchase of all brands or product categories and not just in connection with Holley products.

Discount certificates or coupons that may be used toward future purchases may be advertised so long as no price below MAP is listed.

Current Price List

 Holley periodically circulates to its customers a current listing of Holley products, along with their SRP and USD MAP, CAD MAP and MXN MAP. Customers must ensure that they are following the Current Price List. The products, SRP and MAP may be changed from time to time at Holley’s sole discretion.

MAP Policy Violations

Failure to comply with this MAP policy for any Holley product is considered a policy violation for all Holley products. If a Customer believes that they have spotted a MAP violation, they are asked to report this via email to HolleyMapAdministrator@holley.com so that Holley may investigate the matter and take action if appropriate. If Holley determines that a Customer is not in compliance with this Policy, Holley will issue a written warning to such Customer. The Customer will have 48 hours to make the necessary corrections to fully comply with the Policy. If the correction is not complete within 48 hours, Holley may take the following actions, at its sole discretion:

1.    First violation

  • Direct Accounts shipments will be placed on hold for two (2) weeks.
  • Indirect Accounts will be added to the Do Not Sell List for thirty (30) days.

2.     Second violation

  • Direct Accounts shipments will be placed on hold for four (4) weeks and will lose 50% of their annual 2% return allowance.
  • Indirect Accounts will be added to the Do Not Sell List for sixty (60)

3.     Third violation:

  • Direct Accounts shipments will be indefinitely placed on hold and will lose 100% of their annual 2% return Holley will consider at its sole discretion whether to resume shipments at a later date.
  • Indirect Accounts will be permanently added to the Do Not Sell

Holley will require each Customer to provide reasonable cooperation in any Holley investigations regarding that Customer’s possible MAP Policy violations. Hindering, obstructing, delaying, or otherwise failing to cooperate with a Holley MAP Policy investigation is a violation of this MAP Policy.

MAP Policy Modifications

Holley reserves the right at any time to modify this MAP policy in whole or in part, to designate promotional periods during which the terms of this policy change, or to designate periods of time during which this policy is not applicable.

Covered Products

All products with a minimum advertised price (MAP) on the Current Price List.

Exempt Products

Discontinued products and promotional items, such as decals, apparel, posters, and banners, are exempt from this policy. Impaired products (i.e. products that are used, rebuilt, refurbished, or damaged) are exempt from this policy so long as any advertising of such products clearly and prominently states the nature of the impairment.

This is a Unilateral Action.

Holley is not seeking agreement from any Customer to adhere to this MAP policy. This MAP policy does not constitute an agreement or contract between Holley and any of its Customers.

Any inquiries regarding this MAP Policy should be directed to: HolleyMapAdministrator@holley.com