TORA New Products Showcase a Big Hit

SEMA Member News—March/April 2011

The TORA New Products tent featured 35 TORA-member products. The tent was strategically located at the entrance to the manufacturers’ midway and was flanked by fullsize trucks from A.R.E. and Undercover.

The inaugural Truck and Off-Road Alliance (TORA) New Products Showcase event, held at the All Truck Nationals in Carlisle, Pennsylvania, on August 6–8, 2010, proved to be a hit with both the TORA participants and event attendees.
This brand-new TORA member benefit gave participating companies the opportunity to display products in front of one of the largest gatherings of truck enthusiasts in the country. Each product was placed for display, and an information sign was prepared for each one, providing enthusiasts with a product description, suggested retail price, company contact information and All Truck Nationals booth number (if the company was displaying at the event). Carlisle Events located the TORA New Products Showcase tent strategically at the entrance to the manufacturer’s midway, ensuring that virtually every midway visitor would pass through the area. Thirty-five products from 15 TORA-member companies were on display inside the tent, and A.R.E. and Undercover each provided a fullsize truck to display their products on. The trucks made perfect bookends on either side of the tent.

TORA had each product professionally photographed in order to provide additional exposure. The photos were then used in a looping video shown in the TORA booth and at the TORA Fall Nationals Awards Reception held at the 2010 SEMA Show. Finally, the same photos are now housed on the TORA webpages.

The program will be repeated at this year’s Carlisle event. There is no fee for having a product in the TORA New Products Showcase. Everything except shipping costs is included in the annual TORA membership dues. If a member company is exhibiting at the All Truck Nationals, company staff may hand-deliver their product(s) to the Showcase tent. Non-exhibitors need only pay for shipping to be included in the Showcase. SEMA and Carlisle Events staff take care of receiving, unpacking, placing, photographing, repacking and reshipping of all products.

On p. 8 is a list of all the companies and products that were on display in the 2010 TORA New Products Showcase. Be sure to visit the TORA website to see photographs and complete descriptions of the products. And look for further details in the coming months as TORA prepares for the second New Products Showcase, again hosted by the Carlisle All Truck Nationals on August 5–7, 2011. For more information about the event, visit

TORA New Products Showcase Manufacturers

Airaid Filter Co.
Carbureted Air Filter Assembly
and MPX Series Cold-Air Intake

Truck Vault and Z-Series Fiberglass Truck Cap

Bedrug Full Bed Liner and Bedtred Full Bed Liner

Big Country
Widesider Dual Bar/Step Pad

Cal Trend
Custom-Tailored Seat Covers

Revolution Roll-Up Tonneau Cover, Solid Fold
Tonneau Cover and Trifecta Tonneau Cover

Go Rhino!
Dominator III Bar/Step Pad and “Step N Tow” Hitch and Step

Hella Inc.
500 Black Magic Driving Lamps

Hellwig Products
Hellwig Air Suspension

Husky Liners
Huskyliner Floor Liners

Rolling Big Power
RBP Diesel Fuel Additive and RBP Exhaust Tip

Racing Diesel Tuner

Edge Soft Roll-Up Tonneau Cover,
Lo Pro QT Roll-Up Tonneau Cover and Truxport Tonneau Cover

Undercover Inc.
Classic Tonneau Cover, SE Tonneau Cover and “Swingcase”
Lockable Bed Storage

Floor Liners, All-Weather Floor Mats, Cargo/Truck Liners,
Exterior Side-Window Deflectors, License Plate Frames and Mud Flaps

Select Committee Nominations

TORA is currently accepting nominations for its Select Committee. While service does require volunteer time, there is no better way to get involved with SEMA or to “give back” to the industry. Visit here for more information if you think you might be interested.