Scroll down to see timeline of the build

LIVE Auction, happening NOW!

Start at 9 a.m. Tuesday, June 19th – Tuesday, June 26th End at 12 p.m.


The Jeep will be auctioned through Bring-A-Trailer in early June, with 100% of the proceeds from the sale donated to the school to fund the next vehicle build for the purposes of creating a self-sustaining program. If successful, this program model can be expanded into auto-tech programs around the country, introducing young people to cool cars and trucks, automotive specialty equipment and potential careers in this segment of the industry.

Build Overview

This pilot project involves a collaboration between SEMA (Specialty Equipment Market Association) and the Santa Fe Early College Opportunities Applied Science Magnet School (Santa Fe ECO), a magnet high school that provides applied sciences and tech training along with traditional academic classes. The proposed pilot project is with ECO’s Auto Tech School, which features extensive automotive training. The Jeep build began in late 2017 with the delivery of a 2015 4WD Jeep Wrangler Unlimited to students at Santa Fe ECO Auto Shop Program in Santa Fe, NM. Students have begun with identifying priorities and creating a plan for the project, which will be sold by the end of the school year in May 2018.

May 2018

Meet the student builders and instructor!

April 2018

Jeremy Headlee of ICON Vehicle Dynamics recently had the opportunity to visit Santa Fe High School to tour the facility and interact with students participating in the ECO Auto Shop program. “The Jeep build created excitement with the students, who were engaged, answering my questions, and asking some of their own,” said Headlee. “These students represent the fuel that will keep the industry pushing forward, and the program demonstrates to young people that they can make a living doing something they love.”

March 2018

“We work in such a great industry. I had a blast being able to help inspire young adults that are eager to learn more about the automotive industry.” said Sara Morosan, LGS-CTS Motorsports. “There is nothing like getting on the road, visiting schools and talking to students about what their passions are within the automotive industry. To be honest, it makes me feel like a kid again. I love what I do but sometimes I can treat it like a job and forget how incredibly lucky I am to do what I love every day.”

“It was such an honor for me to be part of this project! Being able to step away from my daily routine and share my experience and career path with these students is very rewarding. I’m blessed to be working in an industry I love, and it’s always motivating to be able to give to the generation behind me. These guys and gals will be the next designers, installers, business owners, and leaders of our industry and I’m most appreciative to have been able to spend time with them on this trip.” Kelli Mallicote, VP Sales & Marketing for Bodyguard

February 2018

This project aims to inspire youth to participate in the automotive customization lifestyle by promoting or creating hands-on and virtual experiences. While also providing performance aftermarket technical knowledge and experience to young people interested in automotive careers.

January 2018

"Our hope is that the one-time purchase and vehicle donation will initiate an on-going program at the school and allow hundreds of students to participate over the years," SEMA Board of Directors Chairman Wade Kawasaki. "We are optimistic and excited about this program and look forward to seeing what the students accomplish."

About SEMA

SEMA, the Specialty Equipment Market Association founded in 1963, represents the $41.2 billion specialty automotive industry. The industry provides appearance, performance, comfort, convenience and technology products for passenger and recreational vehicles. Association resources include market research, legislative advocacy, training and product development support, as well as leading trade shows such as the SEMA Show in Las Vegas, NV, and the Performance Racing Industry (PRI) Trade Show in Indianapolis, IN. For more information, visit,, or

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