By Ian Lehn
It’s safe to say that if you are an automotive enthusiast—regardless of your niche—you have been influenced in some way by the remarkable Marla Moore.
Marla’s name echoes throughout the halls of SEMA and the wider automotive aftermarket. A SEMA Person of the Year, Hall of Fame inductee, and leader of countless programs and initiatives, her accolades are well-earned. Yet what makes Marla’s story so extraordinary isn’t the long list of honors beside her name; it’s that in every role she has served, she has never hesitated to roll up her sleeves and do the work required—whether it meant building consensus in a boardroom or physically helping set up an event. No task was too small, and no challenge too daunting.
One of the most transformative examples of Marla’s impact is the creation and growth of the Emerging Trends & Technology Network (ETTN)—a contribution that continues to shape the future of the automotive aftermarket.
Originally known as the Sports Compact Council, this group focused primarily on the rise of the JDM and import vehicle scene—a marketing-driven effort recognizing an exciting new segment. But Marla saw a bigger picture. She understood that emerging trends are not confined to a single demographic or vehicle segment. With new technology accelerating at an unprecedented pace, she recognized that the entire aftermarket needed a new kind of resource—one that would help engineers, programmers, product developers, and forward-thinking companies stay at the forefront of innovation.
It was Marla’s vision, leadership, and relentless determination that reimagined the council into what is now ETTN. She guided the transformation with a simple yet profound mission: to identify, communicate, and equip automotive aftermarket professionals with the knowledge of emerging trends and new technology to ensure the industry’s continued success.
Turning a marketing council into a powerhouse network serving technical professionals might have seemed an unlikely match. But Marla’s leadership style—rooted in collaboration and empowerment—ensured the endeavor’s success. She handpicked a diverse team of the brightest minds across the industry, fostering an environment where innovation could thrive and where engineers and marketers worked side by side.
Under her guidance, ETTN became a critical engine of growth for SEMA—helping the association stay ahead of technological disruption. Marla brokered the first successful partnership between SEMA and the Society of Automotive Engineers (SAE), resulting in the now-essential Student Competition Team Career Fair. This event brings Formula SAE and SAE Baja student teams to SEMA Garages in Diamond Bar and Detroit, connecting them with companies eager to invest in the next generation of engineering talent and support their competitive programs.
Additionally, ETTN has built an invaluable catalog of Tech Webinars, featuring subject matter experts on everything from electric vehicles (EVs) and artificial intelligence (AI) to ADAS, rapid prototyping, and much more—providing crucial insights to aftermarket professionals navigating the rapidly changing landscape.
The network also established the Best Engineered Vehicle Award and the Best Engineer Award, recognizing technical excellence and celebrating the innovation that continues to drive our industry forward.
Through ETTN, Marla helped create a bridge between emerging technologies and the aftermarket ecosystem, ensuring that companies large and small can adapt and thrive in the face of accelerating change. Her work is not just about supporting today’s industry—it is about future-proofing it for generations to come.
For me personally—and for so many others across this industry—Marla’s influence goes far beyond programs and initiatives. She has been a mentor, an advocate, and a beacon of what true leadership looks like. Her ability to unite people, inspire new thinking, and tirelessly champion both individuals and the broader community has left an indelible mark on us all.
As I reflect on her impact, I am filled with gratitude. Marla didn’t just help build a network—she built a culture of innovation and collaboration that will continue to shape the future of the automotive aftermarket. For that, and for her boundless generosity and wisdom, we all owe her a profound debt of thanks.