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Mainstream Automakers Use the SEMA Show, Specialty-Equipment Industry for Brand Promotion

Lexus GS 350
Lexus selected the SEMA Show for its GS 350 F Sport debut based the Show's status as the venue where products that push the limits are displayed.
A recent online advertisement for the Lexus 2013 GS 350 F Sport underscores the powerful partnership between automakers and the specialty-equipment industry. Lexus debuted the GS 350 and its F Sport package at the 2011 SEMA Show. As indicated on its website (, the reason the annual Show was chosen for the GS debut was because it is recognized as the venue where automotive manufacturers and aftermarket suppliers that like to push the limits can proudly display their products of passion.

Part of the campaign includes a website dedicated to the vehicle and its debut, as well as video footage from the press announcement conducted during the 2011 SEMA Show. The website also features pictures and details of the other vehicles that Lexus displayed, including custom performance versions of the CT 200h by Five Axis and the IS 350C by VIP Auto Salon. Check out for additional details and access to the Lexus press conference.

With this promotion, Lexus becomes one of the latest automakers to use the SEMA Show to promote a brand.  

Earlier in the year, Ford made headlines by announcing that it would celebrate 110 Years of Racing during the 2011 SEMA Show. In fact, Ford Racing had its well-known icons, champions and racers on-hand to celebrate, including Carroll Shelby, the complete John Force Racing family, Ken Block, Tanner Foust, Brian Deegan and more. In addition to its lineup of heavy-hitting talent, Ford also held the North American debut of its latest entry in the motorsports arena—the Focus ST-R—during the 2011 SEMA Show.

General information for the 2012 SEMA Show—set for Tuesday–Friday, October 30–November 2, 2012—is available online at