During TORA annual reception at last year’s SEMA Show, the council announced plans to honor the late racecar driver, Jessi Combs, by renaming the TORA Influencer Award to the Jessi Combs TORA Ambassador Award. The award will honor an individual whose accomplishments have contributed to the greater success of the automotive aftermarket industry.

“Jessi was such an outspoken advocate for the truck and off-road community and the automotive industry as a whole,” said TORA Select Committee Member Matt Reasoner. “It’s our hope that with this award we can acknowledge others who share the same passion and enthusiasm.  I can think of no better way to honor Jessi than to recognize individuals who continue carrying the torch.” ­

A task force of TORA members will meet in coming months to establish criteria for the award and will award the first recipient at the 2020 SEMA Show.