It’s official!

If the name of your council is Truck and Off-Road Alliance, it would seem at first glance to be representative of all segments of the truck-accessory market, both on- and off-road. But as TORA leadership looked around at the evolving landscape, they realized the off-road market has been underserved. The group then began exploring opportunities to connect and expand its influence and community within the off-road sector.

During the past year, TORA hosted an event at the Easter Jeep Safari in Moab, Utah, offered Jeep® measuring sessions and attended other segment-specific shows. The outreach efforts—combined with data contained in the “SEMA Jeep Wrangler Report”—brought to light the need for a “home” within SEMA for the off-road market.

Following an open meeting that included numerous stakeholders and a discussion with the council’s select committee, there was consensus. TORA would embrace the off-road market. To effect the change, the SEMA Board approved the council’s proposal to be more inclusive and rebrand TORA as TORA, the Truck and Off-Road Alliance.

“TORA is especially committed to the Jeep market segment so far that this will be the 2^nd reception held in Moab. It’s important for the SEMA association to help members succeed in their businesses and give them opportunities to expand. TORA specifically addressed the market change with a monumental name change to TORA, Truck and Off-Road Alliance in December 2018. The name change isn’t just a change in acronyms, but a commitment to the evolution of the truck industry and a movement in the off-road sector”, said current TORA Chair Kathryn Reinhardt.

Beginning on April 15^th, you will see the council officially make the change across all communications channels from TORA to TORA.