Hawk Performance

What Hawk Performance does

Hawk Performance is a US-based manufacturer of high-performance and severe-duty friction braking products, founded in 1993 and headquartered in Medina, Ohio. The company operates as a brand under Carlisle Brake & Friction, which itself is part of CentroMotion, a global manufacturing conglomerate specializing in friction products, mechanical power and information systems, and thermal and motion controls. Hawk designs, engineers, and produces its products in the United States, serving street-vehicle enthusiasts, light/heavy-duty truck and SUV owners, Jeep and off-road users, motorcyclists, and professional and amateur motorsports competitors across more than 40 countries.

The company's core technology rests on proprietary Ferro-Carbon friction compounds and the Dynamic Torque Control (DTC) family of formulations, with technology roots in aerospace, military, and motorsports applications. Its product portfolio spans the HPS, HPS 5.0, HP+, Performance Ceramic, LTS, and Super Duty street/light-truck pad lines; the Talon rotor line featuring G3000 metallurgy and Magni coating; the DTC-30 through DTC-80 motorsports compound range plus the ER-1, HT-10, Blue 9012, Black, and DR-97 racing pads; non-asbestos organic and sintered metallic motorcycle pads; and HP520, HP600, and HP660 brake fluids. Technical claims include up to 40% more stopping power versus stock replacement pads and consistent friction performance at temperatures exceeding 1200°F.

Hawk generates revenue through one-time hardware sales of brake pads, rotors, and brake fluids, distributed primarily through a global authorized dealer network complemented by direct e-commerce and a dealer-inquiry sales channel. Pricing is per-unit, with brake fluids retailing between $15.99 and $30.99 per bottle and pad pricing varying by application. The company pursues an event-driven go-to-market motion, sponsoring racing organizations including NASA, SCCA, Porsche Club of America, Stadium Super Trucks, and American Endurance Racing, alongside driving school partnerships (Ron Fellows, Allen Berg, DirtFish, Team O'Neil). In the past decade, Hawk's friction products have reportedly won more motorsports championships than any other friction manufacturer.

Name

Hawk Performance

Legal name

Hawk Performance

Website

https://hawkperformance.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

101–250 employees

Short description

Hawk Performance, founded in 1993 and headquartered in Medina, Ohio, designs and manufactures proprietary Ferro-Carbon brake pads, rotors, and brake fluids for street vehicles, trucks, Jeeps, motorcycles, and motorsports applications, sold through a global authorized dealer network spanning more than 40 countries.

Ownership category

akta.pro rank

Product category

Performance automotive braking components

NAICS

Motor Vehicle Brake System Manufacturing (33634), Motor Vehicle Brake System Manufacturing (336340)

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Brake Friction & Rotors (Pads/Shoes/Discs/Drums) (IMACAIAE)

Keywords

• Performance brake pads
• Automotive friction products
• Racing brake compounds
• High performance rotors
• Aftermarket braking systems

Headquarters

HQ city

Solon

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Brake Pad Sales: Sale of high-performance and severe-duty brake pads for street vehicles, trucks/SUVs, Jeeps, and motorcycles. Revenue generated through one-time product purchases via dealer network and direct sales.
2. Rotor Sales: Sale of Talon branded rotors including cross-drilled and slotted designs for street and motorsports applications.
3. Brake Fluid Sales: Sale of performance brake fluids including HP520 (street), HP600 (race), and HP660 (hi-temp race) products.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Hawk Performance designs, engineers, and manufactures high-performance and severe-duty brake pads, Talon rotors, and DOT 4 brake fluids for street vehicles, trucks/SUVs, Jeeps/4x4s, motorcycles, and motorsports applications. Products are built on proprietary Ferro-Carbon and DTC friction compounds and sold primarily through an authorized dealer network in the U.S. and 40+ international markets, with motorsports sponsorships and racing organizations supporting brand demand.

Product overview

Hawk Performance is a high-performance braking products company offering a comprehensive portfolio of brake pads, rotors, and brake fluids for street vehicles, trucks/SUVs, Jeeps/4x4s, motorcycles, and motorsports applications. The product line includes street compounds (HPS, HPS 5.0, HP+, Performance Ceramic), light truck/SUV products (LTS, Super Duty), Talon rotors (street, plus, super duty variants), HP brake fluids (HP520 street, HP600 race, HP660 hi-temp race), and an extensive motorsports catalog (HPX, DTC-80/70/60/50/30, ER-1, HT-10, Blue 9012, Black, DR-97). Motorcycle-specific products include non-asbestos organic and sintered metallic brake pads. The company leverages technology from aerospace, industrial, military, and motorsports applications, with products designed and produced in the United States since 1993.

Differentiator

Problem solved

Functional benefit

Brands

• Talon Rotors: High performance rotor replacement brand featuring cross-drilled and slotted designs for street vehicles, motorsports, and heavy duty trucks.
• HP520 Brake Fluid
• HP600 Brake Fluid
• HP660 Brake Fluid

Products and services

• HPS (High Performance Street) Brake Pads High Performance Street disc brake pads delivering 20–40% more stopping power than standard replacement pads with higher fade resistance, better pedal feel, and less dust; targeted at enthusiast street vehicles.
• HPS 5.0 Brake Pads Ferro-Carbon compound brake pads engineered for big motors and aggressive torque in American muscle cars and European touring sedans, providing extended rotor and pad life with smooth, predictable control.
• LTS (Light Truck & SUV) Brake Pads Ferro-Carbon friction brake pads for light-duty trucks, SUVs, and vans up to 1 ton, providing 20–40% more stopping power over stock with greater fade resistance and excellent pad and rotor life.
• Super Duty (SD) Brake Pads Severe-duty Ferro-Carbon friction brake pads for Class 2 and higher on-highway commercial vehicles, mining, construction, and military applications, offering extremely high fade resistance.
• Performance Ceramic (PC) Brake Pads Premium ceramic composite brake pads delivering quiet, ultra-low dust performance with reduced NVH, linear friction profile for ABS operation, and extended rotor life.
• HP+ Brake Pads Ferro-Carbon high-tech friction material brake pads for sport driving with lower wear rates and higher torque than competitive materials; ideal for Autocross in low to mid temperature ranges.
• HPX Brake Pads Proprietary friction material brake pads engineered specifically for Autocross, providing smooth bite, clean modulation, and quick activation for predictable braking power in varying vehicle configurations.
• Talon Rotors High-performance street rotors available in cross-drilled and slotted (Talon), slotted-only motorsports (Talon Plus), and slotted-only heavy duty (Talon Super Duty) variants, using G3000 metallurgy with Magni coating.
• HP520 Street Brake Fluid DOT 4 premium brake fluid with minimum dry boiling point of 500°F / 260°C for high-performance street applications.
• HP600 Race Brake Fluid DOT 4 race brake fluid with minimum dry boiling point of 572°F / 300°C and minimum wet boiling point of 383°F / 195°C.
• HP660 Hi-Temp Race Brake Fluid Hi-temp DOT 4 race brake fluid with minimum dry boiling point of 608°F / 320°C for extreme motorsports environments.
• DTC-80 Brake Pads High-torque, high-temperature-resilient friction material for the hardest braking circuits in circle track and road racing, with consistent performance over 600–1500°F optimal temperature range.
• DTC-70 Brake Pads Extremely high-torque compound with aggressive controllable initial bite for high deceleration rates, with or without downforce; applicable to NASCAR, ARCA, Super Late models, and pavement circle track.
• DTC-60 Brake Pads High-torque compound with excellent modulation and release characteristics, recommended as a split with DTC-70 between axles; applicable to NASCAR, ARCA, Super Late models, and sports car/GT racing.
• DTC-50 Brake Pads Very high-torque compound with aggressive initial bite for high deceleration rates and downforce vehicles, bridging the temperature range between DTC-30 and DTC-60 race pads.
• DTC-30 Brake Pads Controllable-torque multi-purpose compound for dirt and circle tracks, NASCAR Modified, drag racing, and trophy trucks, with smooth pedal feel across a 100–800°F optimal range.
• ER-1 Brake Pads Versatile endurance racing compound with medium-to-high torque, superior pad and rotor wear, and friction stability across the thermal range up to 1600°F; ideal for HPDE, track days, and time trials.
• HT-10 Brake Pads Linear in-braking compound with smooth, controllable initial bite and consistent pedal feel in the medium temperature range (500–1100°F optimal).
• Blue 9012 Brake Pads Entry-level endurance compound with medium/high torque and excellent brake modulation, developed for road, rally, and circle track racing (350–800°F optimal).
• Black Brake Pads All-purpose, low-cost race pad with good cold effectiveness, suitable from Dirt Modified to IMCA-style pavement racing (200–700°F optimal).
• DR-97 Brake Pads Drag-racing brake pad for specialty calipers with aluminum rotors, featuring good static and dynamic coefficient of friction with medium torque (100–900°F operating).
• Motorcycle Brake Pads - Non-Asbestos Organic Non-asbestos organic motorcycle brake pads with progressive brake modulation characteristics, ideal for bikes with polished or chrome rotors.
• Motorcycle Brake Pads - Sintered Metallic Sintered metallic motorcycle brake pads with HH+ rated friction material, superior stopping power, fade-free performance, and virtually dust-free operation.

Quantifiable outcome

• 40% more stopping power over stock replacements (LTS/Truck-SUV products)
• +3 more outcomes

Named customers2 records

Segments6 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

15 partnerships are on record, tiered major, core and minor.

• Thunderhill RacewaymajorGTM or Marketing Partner · 10 January 2023Official Performance Brake Pad sponsor for Thunderhill Raceway. Hawk provides promotional codes for track customers and gains exposure through 100% track utilization and over 1,000 events per year.
• DirtFish Rally SchoolcoreGTM or Marketing Partner · 27 April 2020Official Brake Partner for DirtFish Rally School and Motorsports team. Hawk provides brake products for rally school fleet vehicles and team support. DirtFish tests products for multiple industry partners including Subaru, Method Race Wheels, Motul and Hoosier.
• American Endurance Racing (AER)coreGTM or Marketing Partner · 29 January 2020Official Brake Pad Sponsor providing full driver contingency reward program and product support to AER racing series.
• National Auto Sport Association (NASA)coreGTM or Marketing PartnerOfficial Brake Product partner for NASA's motorsports events and racing programs.
• Sports Car Club of America (SCCA)coreGTM or Marketing PartnerOfficial Brake Product partner for SCCA racing events and Time Trial Nationals.
• Porsche Club of AmericacoreGTM or Marketing PartnerOfficial Brake Product partner for PCA events and member programs.
• Stadium Super TruckscoreGTM or Marketing PartnerOfficial Brake Product partner for Stadium Super Trucks racing series.
• Ron Fellows Performance Driving SchoolmajorGTM or Marketing PartnerOfficial brake partner providing products for performance driving school programs.
• Allen Berg Racing SchoolmajorGTM or Marketing PartnerOfficial brake partner for racing school and driver training programs.
• Team O'Neil RallymajorGTM or Marketing PartnerRally-specific partnership for motorsports support.
• Hoonigan Stream TeamminorGTM or Marketing PartnerProud partner providing brake products for Hoonigan racing stream content.
• Contingency Connection Engine Professional RewardsminorGTM or Marketing PartnerMotorsports contingency reward program for engine professionals.
• Contingency Connection Racer RewardsminorGTM or Marketing PartnerMotorsports contingency reward program for racers.
• SVRAmajorGTM or Marketing PartnerSports Car Club of America partner for vintage racing events.
• CRP RacingminorGTM or Marketing PartnerRacing team partnership for motorsports support.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Stoptech / PowerStop (consolidated competitor view): [Deduped: see EBC entry]
• Baer Brakes: Manufacturer of high-performance brake systems, calipers, and rotors primarily serving street performance and pro-touring segments. Overlaps with Hawk in street muscle and pro-touring applications but more niche/kit-oriented versus Hawk's pad-centric focus.
• Galfer USA: Spanish-origin brake rotor and pad manufacturer for street, off-road, and motorcycle applications with US distribution. Comparable motorcycle and off-road/4x4 product overlap, particularly competing against Hawk's Jeep and motorcycle segments.

Direct peers

• EBC Brakes: UK-based manufacturer of aftermarket brake pads, rotors, and brake lines for street, performance, and motorsports segments with global dealer distribution. Highly comparable product portfolio (street/motorsports pads, rotors, fluids) and similar enthusiast-channel GTM.
• Wilwood Engineering: US manufacturer of high-performance disc brake calipers, rotors, and pad kits for motorsports, street performance, and heavy-duty applications. Direct overlap in motorsports pad offerings (circle track, road racing, drag) and US enthusiast-channel distribution.
• Akebono Brake Corporation: Specializes in advanced ceramic and friction material technology for automotive and heavy-duty applications, with strong OE and aftermarket presence. Closest direct competitor to Hawk in friction material engineering, particularly in the truck/SUV and OE-adjacent segments.
• PowerStop: Aftermarket brake kits, rotors, and pads brand focused on trucks, SUVs, and tow-vehicle applications with strong e-commerce and dealer distribution. Directly comparable truck/SUV aftermarket positioning, particularly competing against Hawk's LTS line.
• AP Racing: UK-based motorsports brake specialist producing calipers, discs, and pads for top-tier racing series (F1, WEC, NASCAR). Comparable in DTC and motorsports friction technology depth, though more focused on top-tier professional racing versus Hawk's amateur/club racing emphasis.
• StopTech (Brembo): Performance brake brand offering big brake kits, rotors, and pads for street and track use, now a Brembo subsidiary. Comparable product mix in street performance and motorsports, with strong enthusiast brand recognition similar to Hawk.

Broad incumbents

• Brembo: Global OE and aftermarket brake system leader offering calipers, discs, and pads across premium automotive, motorsports, and motorcycle segments. Directly comparable friction product portfolio and motorsports presence, though Brembo is a far larger, publicly traded incumbent with broader OE exposure.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat5 records

Key risks4 records

Key highlights7 records

Customer concentration

• Xx.com/HawkPerformance
• Facebookfacebook.com/HawkPerformance
• LinkedInlinkedin.com/company/hawk-performance

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hawk Performance