SEMA Show Exhibitor News: RealTruck, Wilwood Disc Brakes, ICON Vehicle Dynamics and More

By SEMA News Editors

See the latest news from exhibitors of the SEMA Show, October 31-November 3 in Las Vegas. 

Wilwood Disc Brakes Releases 'How Calipers Are Made' as Part of YouTube Series

Wilwood Disc Brakes has released its "How Calipers Are Made" video, which highlights some of the engineering, manufacturing, anodizing, powdercoating, quality control, assembly and testing processes that all go into the making of a brake caliper and much more. Check out the video below, and be sure to visit for additional technical videos. 

Visit the Wilwood Disc Brakes Booth #24327, Central Hall, to learn more about its brake calipers and more braking components.

ICON Vehicle Dynamics Shocks Instagram Follower With Complete Truck Overhaul Set for SEMA Show Display


ICON Vehicle Dynamics--the manufacturer of premium suspension components, complete suspension systems, ICON Alloys wheels and ICON Impact Armor--has announced the highly anticipated unveiling of a custom-built '23 GMC Canyon AT4. The special feature of this reveal is the remarkable story of a chance encounter with an enthusiastic fan-turned-collaborator, Zack Cosby, whose truck was selected and then surprised with a top-tier overhaul.

The journey began when ICON posted a "want ad" on its Instagram, seeking a '23 GMC Canyon AT4 for a routine R&D measuring session. Enter random Instagram follower, Zack Cosby, who answered the call. After securing his vehicle, ICON then asked his permission to take his truck for the 2023 SEMA Show. After several moments of silence, followed by an enthusiastic and resounding "yes," ICON embarked on a two-month journey of innovation and craftsmanship, building anticipation for an extraordinary SEMA Show reveal.

The build reveal press event is scheduled for Thursday, November 2, at 11:30 a.m. PDT in the Randys Worldwide exhibit, located at Booth #57169, West Hall. Renowned host and avid off-road builder and enthusiast, Ian Johnson, widely recognized for his role in "Big Tire Garage" on the Motor Trend network, will be on hand to orchestrate the much-anticipated reveal. Witness the excitement as Zack Cosby experiences the stunning transformation of his truck, created through the collaboration of ICON's expert engineering team and a league of industry-leading partners.

The fully customized GMC Canyon build, inspired by Zack's idea of a "dream desert truck," will showcase an array of quality crafted components, including a cutting-edge suspension package built for high-speed, off-road inspired ICON Alloys wheels engineered with ICON's patented InnerLock Technology and custom-fabricated armor, from ICON Impact, all meticulously designed and fabricated by team ICON. The project's success is also attributed to the invaluable contributions of top industry partners such as Yukon Gear & Axle, KC HiLiTES, Nitto Tires, BOXO, Pro Eagle, MagnaFlow, Rugged Radios, Schosche Industries, and Canyon Coolers.

RealTruck Announces SEMA Events, Including McQueen/Ford Build Intro


RealTruck, the premier manufacturer of functional aftermarket accessories and an online destination for truck, Jeep, Bronco and off-road enthusiasts, has announced its participation in the SEMA Show and SEMA Fest.

"We're excited to be back at SEMA this year to showcase three one-of-a-kind builds and a lineup of great products to share with the SEMA crowd," said Lee Riser, vice president of marketing at RealTruck.

"Following the blueprint laid by my father and continuing to push the boundaries to pay homage to his legacy, the McQueen-Racing X F-150 is the perfect embodiment of our vision for a modern 'McQueen' off-road truck," said Chad McQueen on behalf of his family.

RealTruck's Booth #50027, West Hall, will be a top destination for automotive enthusiasts. In addition to its impressive product lineup, RealTruck has planned several must-see events and interview opportunities. 

The leader in automotive accessories will host a press conference to introduce three notable custom builds, including the McQueen/Steeda F-150 as a tribute to the decades-long relationship between the McQueen family and the Ford brand, a first-ever Meateater edition '19 Chevy Silverado 1500 Crew Cab and a very special Matchbox build which will be donated to Building Homes for Heroes.

Following, the McQueen family will be on hand to celebrate their family's history with Ford with a special meet and greet and a celebrity signing. Members of the McQueen family and RealTruck's Lee Riser will be available for interview opportunities.

"Following the blueprint laid by my father and continuing to push the boundaries to pay homage to his legacy, the McQueen-Racing X F-150 is the perfect embodiment of our vision for a modern 'McQueen' off-road truck," said Chad McQueen on behalf of his family. "This wouldn't have been possible without the support of our dedicated partners at RealTruck and Steeda. We had a vision and they brought it to life."

RealTruck will also host a live reveal of the AAM Keys to Ride winner at its booth. The live reveal will see one of six resellers win a '22 Toyota Tundra customized with products from RealTruck.

Following SEMA, the company will have a major presence at SEMA Fest, open to the public, with the Ultimate Adventure truck build on display. As part of the two-day event RealTruck will host a special appearance from David "Dirt Head" Chapelle

The full lineup includes:

  • Tuesday, October 31, 1:00 p.m. PDT: AAM Keys to Ride winner live reveal.
  • Wednesday, November 1, 11:00 a.m. PDT: Press conference introducing three never-before-seen specialty builds, followed by a meet and greet and celebrity signing with the McQueen family

For more information, see RealTruck brand details here.

Ironman 4x4 to Make SEMA Show Debut With Three Adventure Vehicles

Ironman 4x4 products are designed in Australia and distributed around the world. And for the first time, the brand will have a spot at the Ironman 4x4 Booth #61107West Hall.

The company's appearance aims to further the brand's North American market appeal as the company also looks for new dealers.

Along with a variety of new products to view, the company will showcase three different outdoor-enthusiast-themed vehicle builds. Each one will have a host of Ironman 4x4 products to showcase how the brand's accessories can elevate a buyer's adventures. The photos below are just a preview of what'll debut at the Show.

'23 Toyota Tundra by Ironman 4x4

The first of three vehicles on display in booth #61107 is a new Toyota Tundra. A popular and recently redesigned full-size truck, this outdoor-enthusiast-ready pickup gets the full treatment with accessories from Ironman 4x4 including:

  • Foam Cell Pro suspension lift kit
  • Premium Overland front and rear bumpers.
  • Heavy-duty side steps.
  • Slide-away manual Tonneau cover.
  • Nomad 1300 hard shell rooftop tent.
  • 12,000-lb. Monster winch with synthetic rope.
  • Compact LED cube light kit.
  • Scope 7-in. LED driving lights (combo).
  • LED rock lights.
  • Powered food-grade water tank (8-gallon capacity).
'23 Toyota RAV4 by Ironman 4x4

More and more people are using crossovers and CUVs to take them on adventures. Because of this, Ironman 4x4 has outfitted a Toyota RAV4 with numerous parts and accessories to show the vehicle's potential as an adventure platform. Ironman 4x4 items include:

  • 2-in. ATS suspension lift kit.
  • ATS front bumper guard with skid plate.
  • ATS rear bumper guard with skid plate.
  • ATLAS roof rack cross bars.
  • Compact LED cube light kit.
  • Scope 7-in. LED driving lights (combo).
  • Scope 9-in. LED driving lights (combo).
'23 Ford F-150 By Ironman 4x4

The most popular pickup in the world, the Ford F-Series, is an ideal and versatile platform for both work and play. Ironman 4x4's up-fitted F-150 will highlight the truck's ability to be ready for anything. It is equipped with the following Ironman 4x4 accessories:

  • Reaxion suspension lift kit.
  • Premium Overland front and rear bumpers.
  • RAID rear bumper.
  • Heavy-duty side steps.
  • "Uber lite" rooftop tent.
  • Slide-away electric Tonneau cover.
  • Compact LED cube light kit.
  • Scope 7-in. LED driving lights (combo).
  • LED rock lights.
  • Powered food-grade water tank (8-gallon capacity).

Heise LED to Introduce New Ambient Lighting at SEMA


Heise LED Lighting Systems by Metra Electronics is bringing new ambient lighting kits to the SEMA Show. A new 18-piece chasing interior ambient lighting kit, a chasing LED ambient door lighting kit and a chasing LED ambient dash lighting kit will be showcased. Metra will host two SEMA Show booth, including its main Booth #10539, North Hall, while its off-roading and powersports products will be on display at Booth #60031, West Hall.

Heise LED will introduce its:

  • Chasing interior ambient lighting kit.
  • Chasing LED ambient door lighting kit.
  • Chasing LED ambient dash lighting kit

For the complete details, visit the Metra Electronics announcement or visit Booth #10539, North Hall and Booth #60031, West Hall during the SEMA Show.

More product information and details will be available at following the event.

Holley's New Market Segment Strategy Takes Center Stage at SEMA 2023

Holley, one of the leaders in the automotive aftermarket industry, is returning to the SEMA Show with a new approach focused on reaching customers in multiple aftermarket segments. With two booth locations, the company is spotlighting a wide array of aftermarket solutions that encompass classic cars and trucks, late model muscle cars and trucks, off-road, European and electric vehicle (EV) applications.

"Holley's 2023 SEMA presence reflects the company's ongoing expansion and evolution to serve a broader set of enthusiast customers," said Matthew Stevenson, president and CEO of Holley. "Off-road, EV, European vehicles and late-model muscle cars are all growing aftermarket segments. SEMA attendees will have an opportunity to see firsthand how we are positioning Holley to capture more of these markets while also bringing innovative products and services to our core group of classic car and truck enthusiasts."

Sniper 2 Takes Center Stage at Holley's Main Booth
Holley Sniper 2

The centerpiece of Holley's SEMA showcase is its Sniper 2 electronic fuel injection (EFI) technology. Launched in July 2023, Sniper 2 is the latest offering in the company's large and fast-growing Sniper product line. A self-tuning, easy-to-install EFI conversion for 4-barrel style carburetors, Sniper 2 is a flagship example of Holley's product innovation that allows various types of classic cars to run like modern vehicles.

Other aftermarket solutions on display in Holley's SEMA showcase space include:

  • Superchips Pulsar XT wireless Bluetooth tuner, engineered for late-model truck applications, including the '23 Ford Bronco.
  • APR turbo with software upgrades, supporting European model vehicles like the Audi S4, S5 and SQ5 models.
  • Flowmaster active valve axle-back exhaust is purpose-built for late-model muscle cars, including the '24 Mustang GT.  

SEMA attendees can interact with these solutions and Holley's team of experts by visiting the company's main Booth #22463, Central Hall.

"We continue to evolve and enhance our product strategy to ensure we're meeting the needs of all aftermarket customers," said Sean Crawford, chief product officer, Holley. "We are excited to return to SEMA, not only to showcase our latest offerings but also to engage with attendees and learn more about their needs. This direct feedback is what inspires and guides our team as we work to deliver the next generation of aftermarket innovation."

Holley's EV Solutions on Display in SEMA Future Tech Studio

AEM Performance Electronics, a Holley family brand, will also be on display at SEMA 2023. The company is spotlighting its unique and differentiated offerings at its Booth #24916, Central Hall, in the SEMA Future Tech Studio. Featuring vehicle control units, combined charging units, conversion brackets and accessories and battery management systems, AEM is one of the leaders in EV conversion solutions for hot rod vehicles.

SEMA 2023 will take place at the Las Vegas Convention Center from October 31-November 3, 2023. Attendees can look for a special announcement regarding a high-profile celebrity car build by Holley's Detroit Speed & Engineering business. It will be one of 12 vehicles unveiled during the SEMA Monday Reveal program taking place in Central Hall (Booth #24401, Central Hall, in the SEMA Future Tech Studio) on Monday, October 30 at 5:30 p.m. PDT.

For more Holley company news, click here.

The Wheel Group Announces Major Expansion of SEMA Show Presence

The Wheel Group (TWG), the premier manufacturer and distributor of automotive wheels, tires and vehicle accessories, is pleased to announce that it will be greatly expanding its presence and involvement at the upcoming 2023 SEMA Show to pledge support for the automotive aftermarket industry. SEMA Show attendees can expect to see The Wheel Group and its brands Body Armor 4x4 and Tuff Stuff Overland in two different booths, with nearly two dozen custom vehicle builds on display and activations throughout the SEMA Show.

The Wheel Group is excited to welcome SEMA Show attendees to two official press conferences for exciting vehicle debuts and new product announcements. The first press conference will take place at The Wheel Group Booth #44037South Hall, on Wednesday, November 1, at 11:30 a.m. PDT and will be followed by a second press conference at the Body Armor 4x4 and Tuff Stuff Overland Booth #58099West Hall on Wednesday, November 1, at 2 p.m. PDT.

Following these announcements, Tuff Stuff Overland will host an autograph signing with television star and off-road racer Martha Tansy. The Wheel Group will have more than 40 new products on display at the New Product Showcase and 20 custom vehicle builds throughout the show, ranging from overland builds to hand-built hot rods and is a proud sponsor of the SEMA Banquet.

For more information, visit

The She Shed Collective Creates Space to Showcase and Support Women in Skilled Trades Within the Automotive Industry

Three trailblazing organizations working to bolster women in skilled trades are joining forces to host the 'She Shed Collective' within the largest automotive trade show in the U.S. The She Shed will operate throughout the week of the SEMA Show with hands-on workshops, expert panels, autograph sessions, and an on-site tattoo artist. While creating a space within SEMA Show to build community that encourages and empowers women, the collaboration will showcase how vital and growing tradeswomen are within the automotive industry. Each contributing organization—Girl Gang Garage, The Jessi Combs Foundation, and Real Deal Revolution—has been leading industry growth through their own initiatives for years. 

"If you can see it, you can be it," said Bogi Latiner of Girl Gang Garage. The She Shed will highlight tradeswomen, from professionals to hobbyists, while also showcasing three women-built vehicles. "We want women to walk away energized and inspired knowing that there's space and support for them in the automotive industry," said Theresa Contreras of Real Deal Revolution. "We also want men to recognize the many ways in which they can and do support us." Tradeswomen make up just 2% of automotive tradespeople, but there is plenty of evidence that the number is growing, in part due to the work Girl Gang Garage, The Jessi Combs Foundation and Real Deal Revolution have been doing.

"Women working in the trades are trailblazers growing the industry, and that can be a lonely position to be in," said Dana Wilke of The Jessi Combs Foundation. "We're collaborating to show women that they're not alone, there's someone else who understands them and is there to support them." The She Shed will feature women of all generations, from young rising stars to industry veterans. "Seeing and experiencing the joy and meaning of connection is when people's perception of why it matters is transformed," said Theresa Contreras of Real Deal Revolution.

SEMA Event Details

The She Shed Collective can be found at Booth #24663, Central Hall. The booth will host hands-on workshops, expert panels and autograph sessions throughout the SEMA Show week, including an on-site tattoo artist on Friday. Additionally, a She Shed Collective press conference will be held Tuesday, October 31, at 1:00 p.m. in the booth. An after-hours reception for women in the industry will be held Tuesday, October 31, 6:00-9:00 p.m. PDT at Las Vegas Marriott.

SEMA Show management is dedicated to making the event as successful and worthwhile as possible for all. Registration is still available online for $120 through the event date. Badge pick-up will be available on-site at the Las Vegas Convention Center (LVCC) in the West Hall for those who register online. Full-service registration (and badge pick-up) will be open in South Hall for those who still need to register. Get started on your road to the 2023 SEMA Show by registering today at!  

And, it's never too early to start your SEMA Show plan. Create a customized schedule, view the floorplan and exhibitor list, browse education sessions, keynote addresses and other Show-related events with the SEMA app at