Wheel and tire industry members are gearing up to reconnect in Las Vegas for the 2021 SEMA Show taking place November 2–5.

Among the more than 1,300 SEMA Show exhibitors will be nearly 170 in the Wheel and Tire areas, where the industry will find the most comprehensive collection of new wheels and tires available on the market. Through in-person displays, demonstrations and face-to-face meetings with product specialists, the SEMA Show will give buyers an opportunity to see, feel and ask questions with exhibitors throughout the four-day trade-only event.

The value of seeing products in person will be unparalleled, as will the in-person networking and educational events taking place. As the first industry-wide, in-person gathering in nearly two years, the 2021 SEMA Show is the best place to see new products and custom vehicles, reconnect with the industry and advance one’s career and business, all in one place.   

Wheel and tire members are invited and encouraged to attend the following events to make the most out of their SEMA Show experience:


SEMA Wheel and Tire Council (WTC) Sponsored Networking

Click here to RSVP in advance. 

WTC Reception
When: Tuesday, November 2, 5:00 p.m.–7:00 p.m.
Location: LVCC, Members Lounge, South: 49031
Nothing replaces the value of an in-person event. After months of connecting virtually, wheel and tire professionals are invited to join WTC for an evening of celebration and networking at the SEMA Show. This event will bring together colleagues, leaders and enthusiasts to celebrate their passion for the custom wheel and tire industry.

WTC Happy Hour
When: Wednesday, November 3, 5:00 p.m.–6:00 p.m.
Location: LVCC, Members Lounge, South: 49031
Wind down from a busy day on the SEMA Show floor and network with other wheel and tire council members during the WTC Happy Hour. Members and prospective members of the council will connect through open conversation while expanding and growing their network. The council's select committee will also be on-site to answer questions on current WTC programs and resources, and what the council's current initiatives are.

WTC Coffee & Conversation
When: Thursday, November 4, 8:00 a.m.–9:00 a.m.  
Location: LVCC, Inside Lower South 1  
Wheel & Tire Council members and exhibitors are invited to stop by the South Hall entrance to connect with Select Committee members on what is new and exciting this year.

The Stage, Powered by WTC
The SEMA Wheel and Tire Council will host several Q&A discussions with industry experts and leaders throughout the week.

Meet the new SEMA Board
When: Tuesday, November 2, 11:00 a.m.
Location: LVCC, Members Lounge, South: 49031
Moderator: Todd Steen
Speakers: Brian Reese, Larry Montante, and Kyle Flicker

Meet the WTC Team
When: Tuesday, November 2, 3:30 p.m.
Location: LVCC, Members Lounge, South: 49031
Moderator: Steve Swanson
Speakers: Todd Steen, Mike Lusso and Tyson Boyer

Five Things You Need to Launch a Product
When: Wednesday, November 3, 11:00 a.m.
Location: LVCC, Members Lounge, South: 49031
Moderator: Todd Steen
Speakers: Eric Morley and Kathryn Reinhardt

Regulations and Stipulations
When: Wednesday, November 3, 4:00 p.m.
Location: Members Lounge, South: 49031
Moderator: Tyson Boyer  
Speaker: Stuart Gosswein  

Impact of Wheel Changes on ADAS Vehicles
When: Thursday, November 4, 11:00 a.m.
Location: Members Lounge, South: 49031
Moderator: Mike Lusso
Speaker: Kaleb Silver

eCommerce, Direct to Consumer Strategies
When: Thursday, November 4, 4:00 p.m.
Location: Members Lounge, South: 49031
Moderator: Todd Steen
Speakers: Steve Braun and Michael Welch

SEMA Education

Add these sessions to your Show Planner when registering for the SEMA Show.

Safely Modifying Vehicles With ADAS, Powered by WTC
When: Wednesday, November 3, 9:00 – 10:00 a.m.
Location: LVCC N259
ADAS is clearly here to stay, and the majority of new cars and trucks sold today come equipped with some level of ADAS equipment. When it comes to accessorizing, upfitting and modifying these vehicles, it is critical that installers and parts manufacturers consider the effect their modifications may have on the function and calibration of these advanced driver-assist systems. This panel will provide an overview of how these systems function and provide real real-world examples of how to modify these vehicles safely and without compromising their original functionality.

Tire Industry Association (TIA) Sponsored Education
Add these sessions to your Show Planner when registering for the SEMA Show.

Automotive at 10: Top 10 Tips for Technicians
When: Tuesday, November 2, 10:00 a.m.–11:00 a.m.
Location: S226
In this session, attendees will join the TIA Training Team for a comprehensive look at the top 10 things every tire tech should know and understand. By highlighting these specific areas of service, TIA hopes to improve overall technician knowledge and safety. Topics will include torque and clamping force (RIST), vehicle lifting, plus-sizing, inflation safety and demounting, mounting and inflation. All 10 of the tips will make you a better shop and some of them might save the lives of your employees or your customers.

Truck Tires at 10: Road Service Safety
When: Tuesday, November 2, 10:00 a.m.–11:00 a.m.
Location: S227
The most dangerous type of truck tire service takes place on the side of a road or highway. While emergency road service creates serious hazards, the operation of service trucks and company vehicles results in additional risks for commercial tire dealers. A panel of tire service, health and safety professionals will look at all aspects of road service safety including driver education. Recent events have demonstrated the importance of following the proper procedures for emergency road service, so this presentation will discuss why the road service truck is always positioned behind the disabled vehicle and what steps dealers can take to protect themselves in the event of an accident.

Tires at 2: Successful Tire Dealers Share Their Secrets
When: Tuesday, November 2, 2:00 p.m.–3:30 p.m.
Location: S226
Winning a national award from an industry trade publication is an honor that is always well-deserved. Being a candidate requires a higher level of excellence, so winning truly represents the best that the tire industry has to offer. During this session, Modern Tire Dealer Tire Dealer of the Year, the Tire Business Tire Dealer Humanitarian Award winner and the Tire Review Top Shop winner will make brief presentations on what makes them successful and then participate in an informative question and answer session with the audience.

Automotive at 10: Preventing Ride Complaints
When: Wednesday, November 3, 10:00 a.m.–11:00 a.m.
Location: S226
Noise Vibration and Harshness (NVH) concerns can be a tall order for a tire tech to handle without the proper training and equipment. The old-school way of trial and error is often a timely and frustrating process. With new technology, tools and practices available, technicians are better equipped to determine if the customer concern is related to the tire and wheel assembly or if the vehicle is the source of the complaint. Balancing experts from Hennessy Industries, manufacturer of Coats tire changers and wheel balancers, and Hunter Engineering Co. will join TIA’s training team to provide attendees with helpful tips they can use to quickly and accurately diagnose, repair and hopefully avoid, comebacks altogether.

Truck Tires at 10: Impact Wrench Technology
When: Wednesday, November 3, 10:00 a.m.–11:00 a.m.
Location: S227
Every commercial truck tire dealer is dependent on tools to remove and install wheel and rim fasteners. For decades, the one-in. pneumatic impact wrench has powered the industry, but there is a trend toward smaller, lighter-weight and now cordless tools that are changing the way the industry thinks about servicing rims and wheels. This session will address the one-in impact wrench debate and discuss the new generation of cordless impact wrenches that could revolutionize commercial truck wheel and rim service.

Management at 2: Training Technicians & Service Advisors with Micro-Learning and Artificial Intelligence
When: Wednesday, November 3, 2:00 p.m.–3:00 p.m.
Location: S226
Connected devices are essential to the daily routines of next-generation talent in the automotive aftermarket. They are their go-to source for both information and entertainment. Aftermarket frontline personnel are facing a tsunami of unrelenting technological change for which they must develop competencies. This session is a mobile teaching platform that optimizes delivery efficiencies via artificial intelligence driven adaptive micro learning. Short five-minute daily training sessions identify knowledge gaps and deliver custom-tailored instruction that eliminates these. Based on neuroscience, this cutting-edge approach measurably improves retention, and, most importantly, changes behavior. Aftermarket adult education experts will highlight the challenges to best support the next generation of technicians and service advisors. They will also discuss how shops can leverage new approaches and technologies to stay ahead of rapidly evolving training and development requirements.

Individuals planning on attending the 2021 SEMA Show can prepare for the Show by seeing who’s exhibiting by visiting the updated floorplan. Advanced registration is encouraged to avoid delays onsite and can be obtained by visiting www.SEMAShow.com/attendee.