TORA Celebrates New Alliance
In a strategic move that recently united the traditional light-truck accessory market and the burgeoning off-road segment into a potent coalition, the Truck & Off-Road Alliance (TORA), formerly the Light Truck Accessory Alliance (LTAA), is poised to shine at the SEMA Show.
The council’s activity-filled week runs the gamut. From the TORA exhibit and Happy Hour to the annual industry awards reception, council members and others interested in learning more about TORA will have ample opportunities to interact and experience the excitement of the new alliance.
Focusing on Innovation and Networking
The Upper South Hall of the Las Vegas Convention Center has long been home to truck and off-road accessory manufacturers. It’s also home to the TORA exhibit in booth #34185—a main attraction that not only showcases standout accessorized vehicles but also allows TORA members and others to engage one on one with council leaders.
“The Upper South Hall wouldn’t be complete without TORA’s presence on the Show floor,” said Erika Marquez, council chair. “In an effort to recognize vehicle-build innovation, our select committee awards sponsored feature-vehicle spots to selected member companies—either outside the South Hall or in the TORA booth. The vehicles not only represent the heart of the council but are also a way to display the latest products from the truck and off-road industry.
“Our plan this year is to display two vehicles in our booth—one in the powersports category and a second in the truck category. Our booth is also staffed by select committee members, with the goal of educating industry people about the benefits of becoming TORA members.”
The booth is also a place to wind down, grab a beer and network during the TORA Happy Hour on Tuesday, November 4, from 4:00 p.m.–5:00 p.m.
“This event is the best opportunity for members and nonmembers to network with others in the industry, meet the TORA select committee, ask questions, get involved and have a cold beer—all in a very relaxing and friendly environment surrounded by two of the best feature vehicles that display the latest products in the truck and off-road segments,” Marquez said.
Saluting Industry Leaders, Supporting a Worthy Cause
|Companies can purchase a pinewood car to race during the reception to help support SEMA Cares charities.|
As anyone who has ever attended the LTAA Awards Reception knows, the annual event is jam-packed and lively. In keeping with tradition, the rebadged TORA Awards Reception, on tap for Wednesday, November 5, from 5:00 p.m.–7:00 p.m. outside the South Hall, will bring together folks from all walks of the light-truck and off-road marketplace.
Complete with food, beverages, Pinewood Drags competition—which last year raised $2,800 for SEMA Cares—and an awards ceremony honoring industry leaders, the reception is an ideal setting to network and connect with friends and colleagues.
“Our council’s reception has been one of the best-attended events during the SEMA Show and continues to grow every year,” Marquez said. “During this networking event, TORA council leaders also take the opportunity to celebrate industry achievements by recognizing member excellence with awards.”
Award categories include the Retailer of the Year, Ron Webster Award for Engineering Excellence, TORA Hall of Fame, Influencer of the Year and Chairman’s Award. Product innovation is also recognized with two awards: Best New Product Under $500 and Best New Product Over $500.
Besides the awards presentations, attendees can join in the fun by helping to raise awareness of and support for SEMA Cares.
“Attendees have the opportunity to support SEMA Cares by participating in the Pinewood Drags,” Marquez said. “Everyone attending the Show this year is invited to join us for our yearly celebration. It includes free food, drinks and networking opportunities—and the coming together of the truck and off-road markets!”