HRIA Feature Vehicle Program

The Hot Rod Industry Alliance (HRIA) Feature Vehicle Program is designed to bring attention and to highlight the works of up and coming builders in the hot rod industry. Each year, 10 builders are selected to have their one-of-a-kind projects be featured at the iconic SEMA Show in Las Vegas. Three vehicles are placed in the shared ARMO/HRIA booth located in Hot Rod Alley, six vehicles are placed in the HRIA Reception and one is stationed in the alternate position, which still gets plenty of foot traffic.

Hot-Rod Products

Hot Rod Alley at the SEMA Show includes a mix of street rod, custom car and street-performance products and services pertaining to everything from classic ’30s vehicles to ‘70s musclecars and beyond. This diverse category showed growth for the third consecutive year at the SEMA Show. For 2016, the number of companies exhibiting in the hot rod segment grew 2% and occupied 4% more square footage on the Show floor than in the prior year.


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