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.

As we get closer to the townhall event this year in Moab, Utah, the TORA will be hosting a launch party for their new branding as TORA. This inaugural event will occur on April 18 from 8:00 p.m. to 9:00 p.m. at Canyonlands By Night and Day. Come make your way to all the action at the kickoff event with an evening of celebration and grandeur.

“Easter Jeep Safari in Moab, Utah is the holy grail of Jeep trails. It’s the one time a year where Jeep enthusiasts and parts manufacturers come together to test products and push the limits of their Jeeps” said TORA Chairman Kathryn Reinhardt.

“TORA is especially committed to the Jeep market segment so far that this will be the 2nd 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.”