Cataclean
Cataclean is a UK-based brand under Holley Performance Brands that makes fuel and exhaust system cleaning chemical products, serving individual vehicle owners, diesel truck owners, and commercial vehicle operators through global automotive aftermarket retail channels.
- Company typePrivate
- Founded2000
- HeadquartersLiverpool, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Cataclean does
Cataclean is a brand-level business that develops and sells fuel and exhaust system cleaning chemical products for vehicle maintenance. The company is headquartered in Liverpool, United Kingdom, and was founded in 2000. It operates as a wholly-owned brand under Holley Performance Brands (NYSE: HLLY), a publicly traded automotive aftermarket consolidator, which provides distribution, marketing, and corporate infrastructure. Cataclean's core technology is proprietary chemical formulations designed to clean fuel and exhaust system components; its primary product line historically targeted gasoline vehicles, and in April 2026 it launched the Cataclean Diesel Exhaust System & DPF Cleaner, its first product explicitly engineered for diesel particulate filters, catalytic converters, and related emissions hardware. Controlled testing cited by the company shows up to 25% improvement in DPF performance and up to 50% reduction in hydrocarbons.
Cataclean generates revenue through one-time hardware sales of its cleaning products via automotive aftermarket and retail channels, distributed globally through Holley's existing performance automotive network. Its customer base is a fragmented mix of individual vehicle owners, diesel truck owners (the primary target segment), and commercial vehicle operators, with no disclosed enterprise contracts or fleet anchor accounts. The brand is supported by motorsports marketing, including a founding partnership with Plato Racing backing driver Dan Rowbottom in the 2026 British Touring Car Championship, used as a top-of-funnel awareness channel within the performance automotive community. Cataclean's go-to-market is event-driven and brand-led rather than direct-sales or SaaS-led, and pricing is not publicly disclosed.
The brand has a small standalone headcount of 1-10 employees, reflecting its positioning as a focused product brand within a larger parent portfolio rather than a full-stack operating company. With the April 2026 diesel launch, Cataclean is explicitly executing on parent Holley's American Performance chemicals expansion strategy, broadening its addressable market from gasoline vehicles into the diesel maintenance category.
Cataclean firmographics
Firmographics- Name
- Cataclean
- Website
- https://cataclean.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Cataclean is a UK-based brand under Holley Performance Brands that makes fuel and exhaust system cleaning chemical products, serving individual vehicle owners, diesel truck owners, and commercial vehicle operators through global automotive aftermarket retail channels.
- Ownership category
- akta.pro rank
Cataclean industry classification
Industry- Product category
- Automotive Maintenance Chemicals
- NAICS
- Motor Vehicle Parts Manufacturing (3363)
- SIC
- Miscellaneous Chemical Products (2890)
- akta.pro primary industry
- Aftermarket Exhaust & Emissions Components Manufacturing (Mufflers/Catalysts/DPF/EGR) (IMACANAE)
Keywords
Where Cataclean is headquartered
LocationHeadquarters
- HQ city
- Liverpool
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Cataclean business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Product Sales: Cataclean generates revenue through the sale of its fuel and exhaust system cleaning products. These are one-time purchase maintenance products sold to vehicle owners for recurring maintenance of emissions systems.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Cataclean product offering
Product offeringCore offering
Cataclean manufactures and sells chemical fuel and exhaust system cleaning products for vehicles. Its portfolio includes the newly launched Cataclean Diesel Exhaust System & DPF Cleaner, which cleans diesel particulate filters, catalytic converters, and other emissions components, alongside its existing gasoline-vehicle exhaust treatment line. The products are sold as one-time-purchase maintenance items for vehicle owners.
Product overview
Cataclean is a brand within Holley Performance Brands (NYSE: HLLY) that offers fuel and exhaust cleaning solutions for vehicle maintenance. The company's portfolio includes the newly launched Cataclean Diesel Exhaust System & DPF Cleaner, marking its entry into the diesel vehicle market, complementing its existing gasoline vehicle exhaust treatment products. The brand targets both consumer diesel truck owners and commercial vehicle operators in the recurring maintenance category.
Differentiator
Problem solved
Functional benefit
Products and services
- Cataclean Diesel Exhaust System & DPF Cleaner
Quantifiable outcome
- Up to 25% improvement in DPF performance
- +1 more outcomes
Companies that use Cataclean
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Cataclean technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Cataclean partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Plato Racing / Dan RowbottomcoreCataclean is a founding partner backing Dan Rowbottom's Plato Racing team in the 2026 British Touring Car Championship season. The partnership provides Cataclean with brand visibility and credibility in the performance automotive and motorsports community. Rowbottom competes as a founding partner backed by Cataclean.
Scale indicators1 record
Recent moves3 records
Expansion highlights3 records
Cataclean competitors and assessment
Company assessmentDirect peers
- Wynns: Wynns is a specialist in fuel additives, combustion chamber cleaners, and emissions system treatments, with strong European fleet and aftermarket presence. Its product range overlaps almost directly with Cataclean's fuel and exhaust cleaning positioning.
- BG Products: BG Products manufactures fuel, intake, and emissions system cleaning chemicals sold through professional service channels. Its product line targets many of the same DPF/catalytic converter maintenance use cases as Cataclean's new diesel product.
- JLM Lubricants: JLM Lubricants produces fuel additives, DPF cleaners, and emissions system treatments, with a particular focus on European diesel vehicles. It is one of the most direct competitors to Cataclean's newly launched diesel product.
- Sea Foam: Sea Foam is a long-established US maker of fuel and engine cleaning additives, sold through automotive aftermarket retail. It directly competes with Cataclean in the fuel/exhaust cleaning chemical category across consumer and light commercial segments.
Regional players
- Redex: Redex is a UK-based fuel additive brand with a long-standing position in the British automotive aftermarket. It competes with Cataclean in the same UK retail and performance automotive consumer segment.
Broad incumbents
- Lucas Oil: Lucas Oil is a major US performance automotive chemical and lubricant brand with a portfolio spanning fuel additives, oils, and engine treatments. It competes for the same performance-minded consumer as Cataclean.
- Liqui Moly: Liqui Moly is a large German automotive chemical manufacturer with a broad portfolio including fuel additives, engine flushes, and emissions system cleaners. It competes with Cataclean across multiple vehicle maintenance categories globally.
- Prestone: Prestone is a mass-market automotive maintenance brand spanning coolant, brake fluid, and fuel system cleaners. Its fuel system cleaning line competes with Cataclean at the consumer retail level in mainstream channels.
- CRC Industries: CRC Industries manufactures a broad range of automotive and industrial chemicals including fuel additives and emissions treatments. Its scale and distribution footprint overlap with Cataclean's aftermarket positioning.
Others
- Holley Performance Brands: Holley Performance Brands is the publicly traded parent company of Cataclean (NYSE: HLLY). While not a competitor, it is the most relevant ecosystem participant — its broader portfolio strategy and distribution decisions directly shape Cataclean's commercial trajectory.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Cataclean social profiles
Digital presenceCataclean financial estimates
Financial estimateRevenue estimate
Valuation estimate
Cataclean leadership team
Management profileNumber of profiles
Cataclean funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Cataclean M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Cataclean
What does Cataclean do?
Cataclean manufactures and sells chemical fuel and exhaust system cleaning products for vehicles. Its portfolio includes the newly launched Cataclean Diesel Exhaust System & DPF Cleaner, which cleans diesel particulate filters, catalytic converters, and other emissions components, alongside its existing gasoline-vehicle exhaust treatment line. The products are sold as one-time-purchase maintenance items for vehicle owners.
Is Cataclean a public or private company?
Cataclean is a private company. It is classified as corporate owned and is currently operating.
When was Cataclean founded?
Cataclean was founded in 2000. It employs 1 to 10 people.
Where is Cataclean based?
Cataclean is headquartered in Liverpool, United Kingdom, in the Europe region.
How does Cataclean make money?
One revenue line is on record: product Sales.
Who are Cataclean's main competitors?
Direct peers on record are Wynns, BG Products, JLM Lubricants and Sea Foam. Redex is listed as a regional player. Broad incumbents are Lucas Oil, Liqui Moly, Prestone and CRC Industries. Holley Performance Brands is listed as an others.
Does Cataclean have an API?
No public API is recorded for Cataclean.
What industry is Cataclean in?
Cataclean's product category is Automotive Maintenance Chemicals. Its primary akta.pro industry code is IMACANAE, Aftermarket Exhaust & Emissions Components Manufacturing (Mufflers/Catalysts/DPF/EGR). Its NAICS code is 3363 and its SIC code is 2890.