SEMA News—August 2021


The Petersen Automotive Museum is launching a new incubator
program to benefit women-owned small businesses serving the
automotive sphere.

Petersen Museum Launches Incubator Program for Women-Owned Small Businesses

The Petersen Automotive Museum announced the launch of its new three-month incubator program, which aims to foster the development of women-led businesses in the automotive sector. Each year, the museum will choose one California-based startup with five or fewer employees and provide it with hands-on mentorship, access to the Petersen network of sponsors and partners, and a $25,000–$30,000 investment.

“With only 23.6% of motor-vehicle industry positions held by women in 2019, we felt it was our responsibility as a world leader in automotive thought to create this incubator program,” said Executive Director Terry L. Karges. “We want to empower and develop visionary women to harness their potential and give them an opportunity to break into the automotive space.”

Women-led businesses that support or are directly related to the automotive industry are welcome to apply for the incubator program. The program’s selection committee reviews applications and, once accepted, the chosen startup will work alongside the Petersen’s mentorship team to develop a custom program that addresses its business goals.

Applications will be accepted until July 31. To apply, visit

The New Products Showcase is a must-see stop for media in
attendance at the SEMA Show and a terrific way to generate

Exhibitors: Connect With Media at the 2021 SEMA Show

As the premier automotive trade event in the world, the SEMA Show attracts thousands of media members each year. The following programs are available to help exhibitors get their news in front of SEMA Show media.

Online Media Center: Releases from the SEMA Show Online Media Center are used by editors from nationwide media outlets as well as SEMA publications and social-media outlets to fill their publications with Show-related news. Exhibitors are invited to post releases in the Online Media Center at

New Products Showcase: In addition to showcasing products in a high-traffic area of the SEMA Show, participating in the New Products Showcase is a great way to generate media coverage for new and featured products. All exhibitors can enter a qualified product for free and have the product professionally photographed.

Press Conferences: While private media briefings and individual meetings are ideal for connecting journalists, press conferences may be ideal for announcements that appeal to a large number of media. Press conferences do require a considerable amount of planning and effort, but newsworthy announcements with strong interview opportunities and visuals will increase the likelihood of media attending.

Exhibitors can learn more about public relations resources available at the SEMA Show by contacting to receive ongoing tips and updates for SEMA Show exhibitors.

The potential lifesaving benefits of ADAS technologies is the subject of new video
series from the National Highway Traffic
Safety Administration.

NHTSA Releases New ADAS Safety Video Series

The U.S. Department of Transportation launched a new series of safety videos demonstrating the potential lifesaving benefits of several advanced driver-assistance systems available in many new vehicles.

“Understanding what advanced driver-assistance technologies can and cannot do for the driver is critical to everyone’s safety,” said Dr. Steven Cliff, acting administrator for the National Highway Traffic Safety Administration (NHTSA). “We’re providing the driving public with knowledge about the safety benefits of these technologies.”

This new campaign builds on NHTSA’s successful 5-Star Safety Ratings program by continuing to educate consumers about safety features and new safety technologies. The new videos will be supported by an agency-funded digital media buy that runs through September 2021. Additionally, the agency continues to evaluate and consider advanced crash-avoidance technologies and systems that address safety and prevent crashes.

The five short videos include “Four Technologies That Could Prevent Your Next Car Crash,” “Rear Automatic Braking,” “Blind-Spot Intervention,” “Lane-Keeping Assistance,” “Automatic High Beams,” and a four-part summary video discussing blind-spot warning, forward-collision warning, automatic emergency braking, and pedestrian automatic emergency braking. Additional information is available at

After a two-year hiatus, the SEMA Show returns to the newly
remodeled Las Vegas Convention Center over November 2–5.

Five Benefits of Booking Your Hotel Through

SEMA Show management has secured discounted rates with more than 40 hotels in Las Vegas for the 2021 SEMA Show. Through the Show’s official housing partner, OnPeak, Showgoers will benefit from convenient and affordable options for their stays in Las Vegas.

OnPeak is the only hotel provider endorsed by SEMA. Showgoers are encouraged to book through OnPeak early for the best selection and price. Check out the latest rates available at

Five benefits of booking your hotel through include:

  • Best Rate Pledge: Comparison shopping ensures that rates remain the lowest.
  • Flexibility: Make adjustments without penalty in case your plans change.
  • Reservation Protection: Get peace of mind with support before, during and after your stay.
  • Pay Delay: Ease your commitment—book now, pay later.
  • Group Bookings: Fully manage your group booking, large or small, with robust tools.

To check the latest rates and to book hotel rooms, visit the SEMA Show Travel & Lodging page at

The 2021 SEMA Show will take place Tuesday–Friday, November 2–5. For complete information about the 2021 SEMA Show, visit

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