By Ashley Reyes
Keystone Automotive, pictured above, was named 2024 SEMA Channel Partner of the Year.
Channel partners play a vital role in the product distribution process as they are responsible for moving goods from manufacturers to retailers, wholesalers or directly to consumers. Whether it's through traditional distribution methods or via digital e-commerce platforms, channel partners not only facilitate the sale of products, but also manage supply chains and inventory, and provide additional services to end-customers.
SEMA is currently accepting nominations for its 2025 SEMA Channel Partner of the Year Award to honor an industry channel partner that has made outstanding contributions to the specialty-equipment industry during SEMA's fiscal year (July 1, 2024, -June 30, 2025).
"Channel Partners do more than get products from point A to point B. They help businesses grow into new markets, improve customer experiences, and elevate a company's position in the market by introducing fresh perspectives, strategies, and expertise," said SEMA Manager of Recognition Programs Jose Escobar. "By honoring an Industry Channel Partner who has excelled in these areas, we highlight their impact on the industry and inspire other channel partners to follow in their footsteps."
The following criteria should be considered for the SEMA Channel Partner of the Year Award. Although all may not be met or required, it is expected that the majority will be achieved:
- SEMA Involvement (i.e., member, ambassador, participation on committees, task forces, councils, board, etc.).
- Promotes and encourages staff volunteer participation within SEMA and their community.
- Maintains proper inventories to service their respective channel effectively.
- Provides the suppliers with input and regular communication to help their products and programs succeed.
- Keeps employees updated on new products, promotions and trends through rep, factory and/or industry training.
- Presents products and promotions through their respective channel in a professional manner.
- Operates in a professional and efficient manner.
- Consistently pays their bills as agreed and in a timely manner.
- Provides adequate and efficient logistics for the delivery of products through their channel.
- Maintains integrity in all operations.
- Supports a strong digital platform in most, if not all, of their business segments, including marketing, inventory control, logistical flow, sales, merchandising aides, etc.
- Supports apprenticeship and graduate programs for employees.
- Fosters industry participation by next-generation enthusiasts.
- Strongly encourages and actively pursues support of ACES/PIES data.
SEMA is also accepting nominations for other prestigious SEMA Industry Awards at sema.org/awards until Friday, August 15. The program recognizes honorees in six different categories: Channel Partner of the Year, Content Creator of the Year, Gen-III Innovator of the Year, Manufacturer of the Year, Person of the Year and Visionary 8.
The 2025 SEMA Show festivities will shift into gear on Tuesday, November 4, with the Kickoff Breakfast, where 15 cutting-edge New Product Awards will be unveiled alongside top honors for Channel Partner of the Year and Manufacturer of the Year.
On Thursday, November 6, the highly anticipated Visionary 8 and SEMA's Best Engineered Vehicle of the Year winner will be announced live at SEMA Central. The momentum will continue the same day at the newly reimagined industry homecoming--SEMA Industry Honors--now staged at the iconic Fontainebleau. This red-carpet-style gathering brings together the industry's biggest names to spotlight standout achievements, including Content Creator of the Year, Gen-III Innovator of the Year and the coveted Person of the Year.
Learn more at sema.org/awards.
