By Laura Pitts
Every year, the New Products Showcase at the SEMA Show highlights groundbreaking innovations from across the aftermarket industry in one dedicated display. With more than 1,600 entries in 2024, it was a top destination for aftermarket buyers, enthusiasts, media members, content creators and attendees of all kinds. (Exhibitors: Want to enter the New Products Showcase at the 2025 SEMA Show? The first entry is always free. Learn more here).
Of course, the Showcase also serves as a proving ground for new products in the market, thanks to the New Product Awards. Winning products stood out not just for their creativity and technical excellence but also for the business opportunities they unlocked for customers.
As the 2025 SEMA Show approaches, from November 4–7 in Las Vegas, past New Product Awards winners reflect on how their recognition has validated their brand's work, boosted visibility and opened doors to new customers. Here's what they had to say.
"SEMA represents the heart of the automotive aftermarket industry," said Revv CEO and co-founder Adi Bathla. "We saw the New Products Showcase as an opportunity to reach the shops that need our solution most, especially since we're seeing an urgent demand for accessible ADAS calibration information."
For Revv, which won in the Advanced Driver Assistance System (ADAS) Product category, the exposure was a catalyst for growth. "Seeing Revv recognized out of 1,600 different products confirmed that our approach of making comprehensive ADAS calibration accessible truly resonates with the broader industry," Bathla added. "We've secured distribution deals and seen some of our customers double their repair volume after integrating our platform."
Other winners echoed the value of SEMA's spotlight.
"It's always a thrill when you win a SEMA award," said Chris Figdore of Speed Dawg Shift Knobs, whose Dodge Durango Dual Stripes Shift Knob and Adapter Set won the Interior Accessory Product category. "I usually lead with that when meeting people—SEMA award winner—and anybody that knows anything about the industry goes 'wow!'"
"Because of SEMA, I've been living the dream," Figdore continued. "Our brand is now on a line of diecast cars in Target and Wal-Mart. That opportunity started with a connection made at SEMA."
For Dakota Digital, a double award winner in 2024, entering the New Products Showcase was a no-brainer.
"SEMA is what we gear up and aim for year after year," said Justin Olsen, sales manager at Dakota Digital. "The time and effort SEMA and their judges put into this portion of the event is above the rest. As a manufacturer, there is nothing more exciting than bringing home a trophy--or two--from Vegas."
"Customers often tell us they learned about our products from SEMA," Olsen added. "That recognition lasts all year long."
For up-and-comers like first-time exhibitor Tmat, the Showcase offered a powerful launchpad. Tmat won a runner-up award in the Van/Pickup/Sport-Utility Product category for its truck bed organization kit.
"As first-time exhibitors and industry newcomers, we didn't expect to stand out among so many entries," said Kenny Austin, Tmat vice president. "The runner-up award provided instant credibility, boosting our brand's reputation and opening doors to new opportunities with buyers and industry partners."
For others, the New Product Awards serve as a proving ground for their offerings.
"Winning the top award from SEMA was a true honor. You can't imagine the feeling of recognition from your peers," said Cherielynn Westrich of Malwood USA, whose bolt-in under-dash hydraulic clutch and pedal system for the C1 Corvette won the Street Rod/Custom Car Product category. "You've got a small-town Iowa company competing with the biggest names in the industry--and we won."
"To the women [and people] looking to get involved in the automotive industry and SEMA Show, I say just go for it," Westrich added. "SEMA offers opportunities to learn, collaborate and be welcomed by others who share your passion."
The SEMA New Product Awards recognition has ripple effects far beyond the immediate recognition and media exposure. It can also fuel team morale, foster new partnerships and solidify a brand's place in the marketplace.
"This award reflects our commitment to educating and elevating a skills-based trade that is essential to keeping America moving," said Dara Goroff, vice president of talent programming for Inter-Industry Conference on Auto Collision Repair (I-CAR), which won in the Collision Repair & Refinish Product category for its I-CAR Academy. "Since our 2024 win, I-CAR has introduced 84 additional courses to our Academy curriculum, increasing support for two-year [career and technical education] (CTE) programs."
"The awards affirm the impact of our mission and the trust the industry places in I-CAR," added Arianna Sherlock, I-CAR's vice president of marketing. "It reinforced our leadership position and sparked deeper engagement across the industry."
Even in more niche categories, such as Tools & Equipment or Packaging Design, the benefits are clear.
"It was an honor," said Dustin Nielson, vice president of ROADTEK, whose GarageMax 3T Long Reach Electric Floor Jack won the Tools & Equipment category. "This recognition turned the spotlight on our products. We're now working with influencers and other companies to share our story even further."
"Earning this level of recognition was both humbling and validating," said Kacey Havens, campaign marketing manager for Cedar Electronics, whose TrailBlazer 500 GMRS Radio took home the Packaging Design award. "The win acknowledged not just the product but our solutions-focused design approach."
From longtime participants to first-time winners, these stories highlight the impact of the SEMA Show's New Products Showcase, which many companies are already gearing up to enter again in 2025.
"We always put in at least two products, sometimes up to six," said Figdore. "Throughout the year, people call saying, 'I saw you at SEMA. I love your shift knobs.' That's why we keep coming back."
Recognition starts with entry. Submit your product to the New Products Showcase at the 2025 SEMA Show online today! The first product entry is always free for exhibitors. Find more information on submitting a product, packaging or merchandising display here and complete an application for a new or featured product here.