From the SEMA Washington, D.C., office

Seasoned public affairs professionals are bolstering the SEMA Government Affairs team. Tierra Hubbard is joining SEMA as senior manager for state government affairs. Juan Mejia is joining SEMA as senior manager for federal government affairs. Both will be based in SEMA's Washington, D.C., office.

About Tierra Hubbard: Established Advocate and Lobbyist

Hubbard will support SEMA's state-based advocacy for the eastern half of the United States. Prior to joining SEMA, Hubbard established herself in Minnesota's advocacy circles, working on behalf of nonprofits, local governments and Fortune 500 companies, including in the automotive industry. She recently served as a lobbyist for respected public affairs firm Goff Public and coordinated competitive intelligence gathering for leading global law firm Gibson Dunn.

"It is with great excitement that we add Tierra Hubbard to SEMA's Government Affairs team," said Christian Robinson, SEMA's senior director for state government affairs. "Tierra brings a passion and energy to government relations that will amplify and elevate the issues that are important to our members and the nation's community of automotive enthusiasts. As we advocate on behalf of the specialty automotive aftermarket industry, Tierra's expertise in building strong relationships with lawmakers and helping them understand complex issues will be an asset."

In her new role, Hubbard will lead local engagement with state lawmakers in states east of the Mississippi River: Alabama, Connecticut, Delaware, Florida, Georgia, Illinois, Indiana, Kentucky, Maine, Maryland, Massachusetts, Michigan, Mississippi, New Hampshire, New Jersey, New York, North Carolina, Ohio, Pennsylvania, Rhode Island, South Carolina, Tennessee, Vermont, Virginia, West Virginia, Wisconsin and the District of Columbia. Hubbard will work to secure the enactment of laws and policies that support the automotive aftermarket industry's ability to bring innovative products to market, as well as support the issues that impact the nation's millions of automotive enthusiasts.

"I'm very excited to get started with SEMA and support our members and automotive enthusiasts on the issues that impact their businesses and ways of life," said Hubbard. "The automotive aftermarket industry is a vibrant, colorful slice of the American experience, and I'm looking forward to helping our industry's small businesses operate on a level playing field where they can meet the needs of their customers: car enthusiasts. And for those car enthusiasts, I look forward to serving as a champion in statehouses across the nation of their way of life."

Hubbard, a native of Minnesota, holds a degree in political science and criminal justice from George Washington University.

About Juan Mejia: Public Affairs Portfolio Bolstered by Lobbying and Campaign Experience

Mejia will support SEMA's advocacy efforts before Congress and executive branch agencies. Prior to joining SEMA, Mejia developed a strong public affairs portfolio in Washington, D.C., both as a registered lobbyist and political campaign staffer. Mejia most recently served as a Washington, D.C.-based in-house lobbyist for the University of Arizona as director of federal relations. 

"I'm very excited to add Juan to the SEMA team in Washington, D.C.," said Eric Snyder, SEMA's senior director for federal government affairs. "Juan's broad experience working with lawmakers and regulators will provide great value to SEMA's members in the automotive aftermarket industry, particularly as we navigate the new Congress and work with the Trump Administration. Juan excels in establishing important relationships on Capitol Hill that will be critical to ensuring our members have a seat at the table for the important issues affecting the aftermarket."

In his role with SEMA, Mejia will provide a direct line of communication between lawmakers and regulatory agencies, their staff, and SEMA's members. Mejia also will support SEMA's analysis of federal policy and execution of government relations strategy. 

"Cars captured my attention from an early age and spurred my interest in public policy – after all, you cannot tell the story of America without the automobile," said Mejia. "I am eager to work alongside a talented team and increase our federal advocacy footprint on behalf of our members."

Mejia is a native of Beaumont, Texas. He holds a degree in economics from Lamar University. 

By SEMA News Editors

Registration is open for the SEMA Show Exhibitor Summit, the annual program for exhibitors to learn how to maximize their Show experience, returns to Las Vegas in 2025 with new dates: Wednesday, June 25, Thursday, June 26, and Friday, June 27 (travel date).

Register and view the 2025 SEMA Show Exhibitor Summit agenda and more details at semashow.com/exhibitor-summit.

Haven't yet signed up your brand to exhibit at the 2025 SEMA Show? The priority booth space selection process deadline has passed, but there is still time to secure your spot on the SEMA Show floor. Submit your exhibit space rental application and deposit as soon as possible.

While space applications are accepted at any time leading up to the event in November, submitting an ESRA and deposit by March 28 will give exhibitors the first opportunity to select their booth locations for the upcoming SEMA Show, where you can showcase your brand's latest and greatest parts and products to a massive audience of aftermarket dealmakers, business peers and automotive enthusiasts.

For those that have already secured their SEMA Show booth, the Exhibitor Summit, which will take place at the Las Vegas Convention Center (LVCC) South Hall Skybridge, will lead exhibitors through the art of the exhibit, step-by-step, to maximize their SEMA Show experience at the LVCC later this year, November 4-7.

"Exhibiting at the SEMA Show is an art form with proven best practices and techniques that exhibitors can utilize to maximize their ROI. At the Exhibitor Summit across two days, you and your team will be armed with practical and proven strategies for lead generation, media engagement, booth layout, debuting products and cost-saving opportunities," said Andy Tompkins, SEMA trade show director. "Just make it to Vegas, and we've got your SEMA Show planning covered. But hurry, space is limited, so register and secure your spot today!"

As the SEMA Show continues to evolve, the Summit provides exhibitors with effective lead generation and sales-building programs as well as the latest information on how to build brand visibility, media engagement and marketing reach.

To support this mission, prominent content creators and media members will share first-hand insights on how they approach covering the SEMA Show, revealing to exhibitors how they can maximize their booth's impact on the media. In addition, organizers will also provide tips on launching new products, free and low-cost sponsorship opportunities, and everything exhibitors need to know to save time and money at the SEMA Show. Those seeking booth design and layout direction will not be disappointed, as the SEMA Show team will also share ways to create the best possible booth presentation that aligns with a brand's specific goals and needs.

Longtime exhibitors may notice an earlier Exhibitor Summit date this year. This change was designed to bring more impact to the event, as it will provide exhibitors with more time to put event takeaways into an actionable exhibit plan.

Register to join the SEMA Show team in Vegas this June, and we'll handle the rest. Exhibitors enjoy complimentary registration, a two-night hotel stay (for up to two representatives from each exhibiting company), and select meals courtesy of SEMA.

View the agenda and register for the 2025 SEMA Show Exhibitor Summit at semashow.com/exhibitor-summit.

Haven't signed up to exhibit at the 2025 SEMA Show yet? Get ready to power your sales and marketing yearlong with a booth at the SEMA Show and learn more details here. The priority booth space selection process deadline has passed, but there is still time to secure your spot on the SEMA Show floor. Questions? Visit semashow.com/exhibitor or view key SEMA Show contacts here.

By SEMA News Editors

Yokohama Corporation North America (YCNA) has announced three organizational changes, effective immediately.

Jeff Barna, president and CEO of Yokohama Tire Corporation (YTC), was promoted and will now also serve as president and CEO of YCNA, with expanded duties to support Yokohama Canada (YTV) and Yokohama Mexico (YTMX).

Shinichi Takimoto, who has served as chairman and CEO of YCNA for the past nine years, will assume the roles of head of Japan tire business division and head of OE tires sales and marketing division for The Yokohama Rubber Co. (YRC) in Japan.

Stan Chandgie, currently serving as YTC chief operating officer (COO), now also becomes YCNA COO. In this expanded role he will add YTV and YTMX to his management responsibilities.

YTC is a part of YCNA, a wholly owned subsidiary of Tokyo, Japan-based YRC. YCNA oversees all Yokohama-related operations in North America, including sales and marketing, manufacturing, technical development, long-term corporate planning and investment. YTC services an extensive sales network throughout the United States.

For more information, visit yokohamatire.com.

By SEMA News Editors

Are you hunting for a new job? The SEMA Career Center has a comprehensive listing of automotive-related job openings nationwide. Below are some of the latest postings.

Wheel Pros

Bilingual Sales Representative in Farmingdale, New York

Wheel Pros is seeking a bilingual sales representative to join its team. This position will play a pivotal role in achieving customer acquisition and revenue goals and will be tasked with helping drive sales growth at the company, identifying customer needs and qualifying leads.

The AAM Group

Product Data Specialist in Piney Flats, Tennessee

The AAM Group is hiring a product data specialist to organize, manage and maintain product data across internal databases and systems. The position will be responsible for ensuring product data consistency and accuracy with industry standards and that AAM's proprietary data enhancements are done accurately and promptly.

BluePrint Engines

CNC Advanced Setup Technician in Kearney, Nebraska

BluePrint Engines is looking for a skilled and experienced CNC advanced setup technician. The selected candidate will be responsible for setting up and operating CNC machines to produce precision parts and components. This role requires a deep understanding of CNC programming, machining processes and the ability to troubleshoot and solve complex issues.

RENNtech

Engine Builder in Stuart, Florida

RENNtech is seeking an experienced engine builder to join its team. This role is ideal for a precision-driven professional with a deep understanding of internal combustion engines and a passion for high-horsepower builds. You'll be responsible for assembling and rebuilding high-performance and race engines.

By Ashley Reyes

The SEMA Wheel, Tire, Suspension & Brake Council (WTSBC) will bring SEMA members together for an open discussion on issues impacting the automotive specialty-equipment industry during its Coffee and Conversation on April 3 at 9:00 a.m. PDT. Register here.

WTSBC Coffee and Conversations are virtual networking events that enable aftermarket professionals to exchange insights on key challenges shaping the wheel, tire, suspension and brake sectors. WTSBC provides a topic to start the conversation; however, participants are urged to bring forward topics that impact their business.

The interactive format offers attendees the best opportunity to expand their professional network, share their background and expertise, and gain insights from SEMA members of various professions, such as manufacturers, service providers, distributors, dealers, installers and media.

Join the conversation--register here.

From the SEMA Washington, D.C., office

President Trump unveiled his plans for tariffs on the automotive industry on March 26, impacting completed light-duty vehicles (cars, trucks and SUVs) along with some parts and components. According to the White House, a 25% tariff will be imposed on imported automobiles on April 3 and a later date for automotive parts (no later than May 3).  

The High-Level Details: 

• A 25% tariff will be applied on complete, imported passenger vehicles and light trucks 
• Key automobile parts--engines, transmissions, powertrain parts and electrical components--are also subject to the tariff. 
• Importers of automobiles under the United States–Mexico–Canada Agreement (USMCA) will be given the opportunity to certify their United States content, and the 25% tariff will only apply to the value of their non-United States content.  

Automobile parts that are USMCA-compliant will remain tariff-free until the United State Secretary of Commerce, in consultation with United States Customs and Board Protection (CBP), establishes a process to apply tariffs to their non-United States content. 

Resources 

• President Trump's Proclamation on Adjusting Imports of Automobiles and Automobile Parts in the United States  
• White House Fact Sheet 

What We're Watching For 

The May 3 deadline for clarity on automotive parts looms large for the aftermarket industry. Much could change in the next month, and SEMA will be working with the Trump Administration to convey what our industry needs and how the tariffs will impact our members' ability to deliver high-quality, American-made parts and products to customers.  

President Trump's order also establishes a framework for additional parts to be subject to tariffs. The Secretary of Commerce will have 90 days to establish a process to include additional automobile parts within the scope of the tariffs. 

• Domestic producers of auto parts and industry associations will be able to request that the tariffs be expanded to cover additional parts that have "increased in a manner that threatens to impair the national security." 

When the Secretary receives such a request from a domestic producer or industry association, they must consult with the U.S. International Trade Commission and CBP before issuing a determination regarding whether the parts should be subject to tariffs within 60 days of receiving the request. 

Stay Tuned 

SEMA continues to monitor this developing story and share any additional updates as they are received. If you have any additional questions, contact Eric Snyder, SEMA's senior director for federal government affairs, at erics@sema.org. 

Updated on Thursday, March 27.

From the SEMA Washington, D.C., office

President Trump unveiled his plans for tariffs on the automotive industry on March 26, impacting completed light-duty vehicles (cars, trucks and SUVs) along with some parts and components. According to the White House, a 25% tariff will be imposed on imported automobiles on April 3 and a later date for automotive parts (no later than May 3).  

The High-Level Details: 

• A 25% tariff will be applied on complete, imported passenger vehicles and light trucks 
• Key automobile parts--engines, transmissions, powertrain parts and electrical components--are also subject to the tariff. 
• Importers of automobiles under the United States–Mexico–Canada Agreement (USMCA) will be given the opportunity to certify their United States content, and the 25% tariff will only apply to the value of their non-United States content.  

Automobile parts that are USMCA-compliant will remain tariff-free until the United State Secretary of Commerce, in consultation with United States Customs and Board Protection (CBP), establishes a process to apply tariffs to their non-United States content. 

Resources 

• President Trump's Proclamation on Adjusting Imports of Automobiles and Automobile Parts in the United States  
• White House Fact Sheet 

What We're Watching For 

The May 3 deadline for clarity on automotive parts looms large for the aftermarket industry. Much could change in the next month, and SEMA will be working with the Trump Administration to convey what our industry needs and how the tariffs will impact our members' ability to deliver high-quality, American-made parts and products to customers.  

President Trump's order also establishes a framework for additional parts to be subject to tariffs. The Secretary of Commerce will have 90 days to establish a process to include additional automobile parts within the scope of the tariffs. 

• Domestic producers of auto parts and industry associations will be able to request that the tariffs be expanded to cover additional parts that have "increased in a manner that threatens to impair the national security." 

When the Secretary receives such a request from a domestic producer or industry association, they must consult with the U.S. International Trade Commission and CBP before issuing a determination regarding whether the parts should be subject to tariffs within 60 days of receiving the request. 

Stay Tuned 

SEMA continues to monitor this developing story and share any additional updates as they are received. If you have any additional questions, contact Eric Snyder, SEMA's senior director for federal government affairs, at erics@sema.org. 

Updated on Thursday, March 27.

From the SEMA Washington, D.C., office

The California Hispanic Chambers of Commerce (CAHCC) recently toured the SEMA Garage in Diamond Bar, California, getting an in-depth look at the state-of-the-art facilities and extensive resources available to the automotive aftermarket industry. The visit reinforced SEMA's dedication to fostering innovation and supporting small businesses within the industry and across the state. 

The CAHCC delegation was warmly welcomed by the SEMA Garage team, who showcased various departments and services, including product development resources, advanced driver assistance systems (ADAS) centers and 3D printing capabilities. The SEMA Garage offers experts and consultants who guide small businesses through their R&D and certification processes, all as a free benefit for the industry. These services are designed to help companies to stay competitive in a rapidly evolving market and remove regulatory roadblocks.  

"The SEMA Garage provides invaluable services that help small businesses in California get their products to market and navigate the regulatory space to obtain executive orders from CARB, allowing them to sell their parts in all 50 states," said Victor Muñoz, SEMA's senior manager for state government affairs. "We are grateful to Mr. Canete and the California Hispanic Chambers of Commerce team for taking the time to visit the SEMA Garage and learn more about our work to support the aftermarket industry." 

In California, the aftermarket represents a $52 billion industry with more than 1,000 SEMA members who generate $40.44 billion in economic impact, support nearly 150,000 jobs and contribute $6.16 billion in taxes. The SEMA Garage plays a pivotal role in equipping these businesses with the necessary tools and knowledge to thrive in a competitive market. 

SEMA looks forward to continued partnership with the California Hispanic Chambers of Commerce and other industry stakeholders to drive innovation and economic growth.  

For more information or to host your lawmakers on a visit to your facility, contact Muñoz at victorm@sema.org. 

From the SEMA Washington, D.C., office

The California Hispanic Chambers of Commerce (CAHCC) recently toured the SEMA Garage in Diamond Bar, California, getting an in-depth look at the state-of-the-art facilities and extensive resources available to the automotive aftermarket industry. The visit reinforced SEMA's dedication to fostering innovation and supporting small businesses within the industry and across the state. 

The CAHCC delegation was warmly welcomed by the SEMA Garage team, who showcased various departments and services, including product development resources, advanced driver assistance systems (ADAS) centers and 3D printing capabilities. The SEMA Garage offers experts and consultants who guide small businesses through their R&D and certification processes, all as a free benefit for the industry. These services are designed to help companies to stay competitive in a rapidly evolving market and remove regulatory roadblocks.  

"The SEMA Garage provides invaluable services that help small businesses in California get their products to market and navigate the regulatory space to obtain executive orders from CARB, allowing them to sell their parts in all 50 states," said Victor Muñoz, SEMA's senior manager for state government affairs. "We are grateful to Mr. Canete and the California Hispanic Chambers of Commerce team for taking the time to visit the SEMA Garage and learn more about our work to support the aftermarket industry." 

In California, the aftermarket represents a $52 billion industry with more than 1,000 SEMA members who generate $40.44 billion in economic impact, support nearly 150,000 jobs and contribute $6.16 billion in taxes. The SEMA Garage plays a pivotal role in equipping these businesses with the necessary tools and knowledge to thrive in a competitive market. 

SEMA looks forward to continued partnership with the California Hispanic Chambers of Commerce and other industry stakeholders to drive innovation and economic growth.  

For more information or to host your lawmakers on a visit to your facility, contact Muñoz at victorm@sema.org. 

Story and photos by Andreas Conradt, Automedia

Neue Klasse BMW 3-Series Spotted at the Nürburgring

The BMW Group has indicated that much of the Neue Klasse electric-vehicle (EV) design and cabin experience will be transferred from electric to internal-combustion (ICE) cars and crossovers, and new images have proven those indicators right.

Captured by SEMA News sources, the images show an ICE-powered variant of the Neue Klasse sedan featuring a virtually identical design as the EV version, although with a different name: while the petrol burner will likely to be named the 3-Series, the all-electric variant will be called the i3. Both are expected to hit showrooms in 2026.

The ICE and electric variants of the future BMW compact class have restrained proportions, as has been the norm for almost all deliveries, featuring the same one-piece integrated headlights on board both prototypes of the new iX3 and the new X5. For now, the double ovoid grille is missing but is hidden in the middle.

As reflected in the images, the hood no longer rests directly over the headlights, but now on a large, sweptback beam, and temporary rear lights positioned high on the rear deck lid.

The photos don't show the shape of the fixed rear windows with the famous Hofmeister kink, but the car features colored brake calipers, indicating it has a more dynamic and sportier chassis setup compared to standard models.

The engine lineup for the ICE-powered 3-Series will match that of today's car, while the all-electric i3 will be starting with 300 hp and a new-generation battery that will offer more than 600 miles on a single charge.

Facelifts Coming for Mercedes-AMG GLE Coupe 53 & 63

New images of the redesigned AMG variants of the Coupe 53 and 63 have emerged.

Clearly visible are the new inner graphics of the cars' front and rear lamps, which are reminiscent of the parent company's three-pointed star.

The decision to prolong the life span of the model is likely a result of the ongoing debate about the end of internal combustion engines in Europe and elsewhere.

We expect nothing more than a few cosmetic changes to the front and the inner graphics of the lamp units both ends of the car. These minor changes could be completed by a small makeover of the interior plus updated safety assistance systems and a revised infotainment system including bigger screens.