APR Unveils Ultralink Platform for European Vehicle Performance Tuning
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Insights
The introduction of APR Ultralink by APR, a Holley Performance Brand, is a strategic move that taps into the growing market for vehicle performance tuning, particularly within the segment of European car enthusiasts. The significant ease of use and the flexibility provided by the at-home flash-tuning software platform can potentially disrupt the traditional tuning service market. The ability to tune cars from the comfort of one's home without visiting a dealer reduces time and logistical barriers for customers, which could translate into increased sales volumes for APR.
Moreover, the software's compatibility with a range of high-value European brands like Volkswagen, Audi, Porsche and Lamborghini indicates a targeted approach to capturing a niche market that values performance enhancements. This could lead to a competitive advantage for APR in the aftermarket tuning industry and potentially increase Holley's market share in the performance brand segment.
From a financial perspective, the pricing strategy for the APR Ultralink system, including the initial cost of the device and the variable pricing for the tunes, is designed to create a new revenue stream for APR and Holley. The one-time purchase of the dongle coupled with the recurring revenue from tune purchases could lead to a stable flow of income, especially as more vehicle platforms are added and the product gains traction. The financial impact will depend on the adoption rate among enthusiasts and the subsequent network effects within the vehicle tuning community.
Given the price point and the potential for high margins on digital products like software tunes, the profitability could be significant. However, the actual financial impact will require monitoring of sales figures and customer uptake post-launch. It's also important to consider the potential for cannibalization of dealer services, although the increase in accessibility may counterbalance this by expanding the overall customer base.
The APR Ultralink platform represents a technological advancement in the automotive aftermarket industry. By providing software that supports a wide range of models from the early 2000s to new 2024 models, APR ensures that its product remains relevant to a broad customer base. This level of backward compatibility is significant as it opens up a market of older vehicle owners who may be looking to enhance their car's performance without investing in newer models.
The move to digital tuning solutions aligns with broader industry trends towards connectivity and digitization in vehicles. It also reflects a customer-centric approach, where convenience and customization are key drivers of product development. The success of this platform will hinge on the quality of the tuning solutions provided and the user experience, including ease of installation and the tangible performance improvements perceived by customers.
At-Home Flash Tuning Software Gives Enthusiasts Flexible, Fast and Convenient Access to APR’s Customized Tuning Solutions
(Photo: Business Wire)
“The launch of APR Ultralink demonstrates Holley’s continued commitment to delivering innovative products that meet the preferences and needs of today’s enthusiasts,” said Matthew Stevenson, President and CEO, Holley. “The customer experience is at the center of every product we engineer and launch. APR Ultralink is a great example of how we’re partnering with our APR dealers to give consumers increased access to customized, high-performance aftermarket solutions that can be installed with speed and flexibility.”
Previously, tune installations required a visit to an authorized APR dealer. APR Ultralink streamlines this process, giving customers greater control over when and where they tune their vehicle. The software pairs with the APR Ultralink Marketplace online store and will give enthusiasts access to more than 10,000 popular high-performance tunes for leading European-brand makes as more platforms are added.
Streamlined Vehicle Tuning with APR Ultralink
The APR Ultralink system uses a specially designed dongle (USB) to connect with a vehicle’s OBD-II port. Customers purchase the dongle online from an APR dealer’s website or GoAPR.com. Once the APR Ultralink is received, enthusiasts can:
- Browse, purchase and install new engine and transmission tunes,
- Update to new file versions,
- Change octanes and program modes, and
- Configure adjustable features such as launch control, torque levels, speed limiters and exhaust sound.
APR Ultralink will support vehicles manufactured by Volkswagen, Audi, Porsche, Seat, Skoda, Cupra, Bentley and Lamborghini, and is designed for vehicle models ranging from the early 2000s to new 2024 models. Customers can buy and tune an unlimited number of vehicles with one Ultralink device. APR Ultralink is currently available in the
About APR
APR is the global leader in aftermarket performance hardware and software for European model vehicles, including Volkswagen, Audi, Porsche, Seat, Skoda and more. From its cutting-edge facility in
About Holley
Holley Inc. (NYSE: HLLY) is a leading designer, marketer, and manufacturer of high-performance products for car and truck enthusiasts. Holley offers a leading portfolio of iconic brands that deliver innovation and inspiration to a large and diverse community of millions of avid automotive enthusiasts who are passionate about the performance and personalization of their classic and modern cars. Holley has disrupted the performance category by putting the enthusiast consumer first, developing innovative new products, and building a robust M&A process that has added meaningful scale and diversity to its platform. For more information on Holley, visit Holley.com.
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View source version on businesswire.com: https://www.businesswire.com/news/home/20240312052226/en/
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Investor Relations Contact(s):
Ross Collins / Stephen Poe
Alpha IR Group
312-445-2870
HLLY@alpha-ir.com
Source: Holley Inc.
FAQ
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