By SEMA News Editors

The exhibitor space rental agreement for the 2025 SEMA Show, November 4-7, Las Vegas, is open online here, but the deadline to secure your preferred booth space is quickly approaching.

Exhibitors must submit their signed booth agreement and deposits by Friday, March 28, to be included in the priority booth space selection process.

Securing your booth space is the first step toward success at the SEMA Show, which presents an unrivaled opportunity for aftermarket companies to drive sales, meet new clients and increase brand awareness.

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.

"Nowhere else can we get to this many of our dealers and our consumers and show them new products that they get to touch and feel," said exhibitor John Meyers, KICKER. "On the internet, you just don't get that experience."

Exhibiting at the SEMA Show offers a myriad of benefits to your brand:

Increase Your Brand Awareness

Whether you are an established brand or looking to go from garage to global, exhibiting at SEMA is the best investment to advance your brand goals.

Connect With Your Customers

See existing customers and connect with them on the Show floor. Determine their business needs and use this opportunity to strengthen relationships.

Expand Your Sales Channels

The connections you make at the SEMA Show can help take your products to new markets, whether through retailers, distributors or other sales channels, expanding your brand’s reach domestically and internationally.

Introduce New Products

We know you want your latest and greatest products to be seen by a large audience of potential customers and the SEMA Show guarantees opportunities for that to happen.

To reserve a booth at the 2025 SEMA Show, visit here. For more information, visit here.

Story and photos by Andreas Conradt, Automedia

Alpine Goes Back to the Future With '28 A310

French sports car manufacturer Alpine is set to make waves with its upcoming all-electric '28 A310, which promises to blend performance, innovation and eco-friendliness, marking a significant step in Alpine's future in electric sports cars.

The original Alpine A310 launched in the '70s and was celebrated for its lightweight design, agile handling and distinctive styling. The '28 model will pay homage to the original while embracing modern technology, according to the manufacturer, and is expected to retain the classic A310 silhouette while incorporating contemporary elements.

SEMA News sources recently snapped the first images of what appears to be an early test mule of the A310 in northern Scandinavia.

Based on the performance-oriented Alpine Performance Platform (APP), the architecture has been designed to be as configurable as possible and will underpin the future compact four-seater.

The decision to make the A310 a four-seater comes in line with Alpine's transformative initiative to move away from being a niche manufacturer to becoming a key volume player on the world stage, according to insiders.

Volkswagen Readies New Generation of Bestseller T-Roc

Volkswagen's commercially successful T-Roc will enter a new phase in 2025 as it prepares to debut the second generation of its best-selling model. Coming to European dealers for model-year '26, the compact crossover was recently spotted by SEMA News sources.

Camouflage replicating the first generation hides the evolutionary changes underneath, with the front of the vehicle featuring cues from the European model Tayron.

The camouflaged prototype further shows a large radiator grille with a honeycomb pattern and a light bar connecting the revised headlights. Volkswagen designers further enlarged the lower grille, but insiders do not expect it to accommodate anything larger than a four-cylinder, 2.0L engine.

An illuminated VW badge up front will be complemented by another one for the liftgate. Out back, a second light bar can be seen running across the width of the camouflaged liftgate. Similar to the outgoing model from the sides, the second generation is certain to receive small infotainment and switchgear updates.

The T-Roc is expected to be built on the MQB Evo architecture, which currently underpins the Golf and Passat, and enables a greater degree of electrification, insiders said.

A three-pedal setup is likely to continue as the standard transmission choice for the 1.0L TSI, as well as the standard 1.5L TSI and 2.0L TDI powerplants. The high-output engines are both rated at 148 hp.

Those in the market for something hotter will be hopefully offered an R performance version powered by the iron-block EA888 engine of the Golf R.

By SEMA News Editors

Jim Kerr & Associates has announced its founder, Jim Kerr, has passed away. He was 91. Kerr was inducted into the SEMA Hall of Fame in 1996 and had a long and illustrious career in the specialty automotive market. He formed Jim Kerr & Associates in 1967, the automotive parts and accessories-focused manufacturers' representative company in Holland, Pennsylvania.

"As a valued member of SEMA, Jim dedicated much of his life to advancing the high-performance automotive industry. He shared his knowledge and ability with those around him. This is what led to one of his most well-known accomplishments in the automotive industry while working for the pioneering automotive company Hurst Performance. Jim helped to develop the race support program known as Hurst Shifty Doctors, which provided repairs for racers at no charge.

"For many years, he helped run the SCCA races at Pocono and could be found helping his friends when not working or with family. Jim's contributions to the world of motorsports and car culture will be remembered by many," said Kerr's son, Kevin Kerr, in a written statement.

The SEMA Hall of Famer was also inducted into the East Coast Drag Times Hall of Fame in 2015 and was presented with the National Nostalgia Drag Racing Association's Legion of Honor Award.

In lieu of flowers, the family asks that donations be made to the Drag Racing Association of Women. This non-profit organization provides financial and emotional support to qualified individuals involved in drag racing accidents at a track. Readers can make donations in Kerr's name here.

A celebration of Kerr's life will be held where family and friends will gather to honor his memory, though the date is to be determined at publish date. Visit jimkerr.com or read Kerr's obituary for the latest information.

By Ashley Reyes

Allyship plays a critical role in fostering inclusive and supportive work environments. For new professionals entering the job market, understanding how to identify companies that prioritize diversity and allyship can help them achieve long-term success and professional growth.

On April 8 at 12:00 p.m. PDT, the SEMA Businesswomen's Network (SBN) will host a webinar titled "Ally Series: The Essential Guide for New Professionals." This session will help attendees navigate the early career stage with a focus on allyship. 

Speakers include industry experts who have successfully championed ally initiatives, including Cindy Barlow, director of industry relations at WyoTech; Emily McConkey, marketing specialist at Brown & Watson International; Mark Omundson, vice president of automotive aftermarket recruiting at Jamison Search; and Heather Holler, WRC mechanic at Hyundai Motorsports GmbH. Rachel Speir, branding and marketing specialist at RS Marqueting, will guide the discussion and facilitate the question-and-answer period.  

Key takeaways include:  

• Job search strategies: How to identify companies with inclusive cultures and allyship values during interviews and research. 
• Culture fit: Tips on recognizing positive workplace environments and supportive leadership early on. 
• Mentorship: Guidance on finding mentors and leaders within an organization who can help one grow as an ally. 
• Allyship from day one: Practical advice on how to advocate for inclusivity and support others, even at an entry-level position. 
• Personal and professional growth: Insights from mid to mid-senior level employees on how allyship has benefitted their careers and enhanced their work experiences. 
• Identifying allies: How to find and connect with fellow allies in a new company to strengthen one's support network. 

Register for the webinar here.  

From the Washington, D.C., office

A contingent of SEMA and PRI members, bolstered by automotive content creators and the SEMA/PRI Government Affairs staff, descended on Washington, D.C., earlier this month to urge lawmakers to strike down California's waiver that would enable electric vehicle (EV) mandates throughout the U.S. Watch the highlight video here:

"This was a rapid call to action for our SEMA and PRI membership to come to Capitol Hill to talk about the California waiver that would ban the internal combustion engine and put in place an EV (electric vehicle) mandate, not only in California, but affect nearly half of the country if this is allowed to go through," said Karen Bailey Chapman, SEMA senior vice president of Public and Government Affairs. "Congress has the opportunity to overturn the California waiver and return us back to vehicle choice, allow us to do the cool stuff that this industry is known to do and put some stability back in the automotive marketplace for all of us." 

For more on the D.C. fly-in, read the SEMA News article here. To get involved, visit semasan.com.

From the Washington, D.C., office

A contingent of SEMA and PRI members, bolstered by automotive content creators and the SEMA/PRI Government Affairs staff, descended on Washington, D.C., earlier this month to urge lawmakers to strike down California's waiver that would enable electric vehicle (EV) mandates throughout the U.S. Watch the highlight video here:

"This was a rapid call to action for our SEMA and PRI membership to come to Capitol Hill to talk about the California waiver that would ban the internal combustion engine and put in place an EV (electric vehicle) mandate, not only in California, but affect nearly half of the country if this is allowed to go through," said Karen Bailey Chapman, SEMA senior vice president of Public and Government Affairs. "Congress has the opportunity to overturn the California waiver and return us back to vehicle choice, allow us to do the cool stuff that this industry is known to do and put some stability back in the automotive marketplace for all of us." 

For more on the D.C. fly-in, read the SEMA News article here. To get involved, visit semasan.com.

By Ashley Reyes

The SEMA Future Leaders Network (FLN) has named AJ El-Amin, technician at Oracle Lighting, as the network's newest spotlight member.  

Get to know El-Amin in his interview with SEMA News below.  

SEMA News: What is the best advice you have ever received?  

AJ El-Amin: My father told me to always do what makes you happy, and not to chase monetary gains, but look for what you can learn and those who you can help grow around you.

SN: What keeps you in the industry?  

AE: My passion for cars; I love talking to people about different situations they've been in and how our products have benefited them.

SN: Where can you be found on a Saturday? 

AE: Hanging out in the shop with my friends or at the race track.

SN: How do you prepare for an important meeting?  

AE: I go for an early morning run with my dog.

SN: If you could go to lunch with one industry leader, living or dead, who would it be?  

AE: Ken Block--he was my idol growing up.

Fill out an FLN member spotlight form to be eligible to be featured on FLN's social media, SEMA News and FLN member updates.  

By SEMA News Editors

CTEK Appoints Steve Hayes to Lead North American Operations

CTEK, the provider in battery charging solutions based in Chicago, has announced the appointment of Steve Hayes as head of North American Operations. He will be tasked to spearhead the company's growth and market development initiatives across the United States. and Canada.

"Steve's extensive experience in the automotive sector and proven ability to drive market growth makes him the ideal leader for our North American operations," said Fredrik Uhrbom, CTEK president of Consumer Division. "His strategic vision and deep understanding of the American market will be invaluable as we continue to expand our presence and bring innovative charging solutions to more customers across the region."

Hayes brings more than two decades of automotive and outdoor industry expertise to CTEK, most recently serving as managing director for Front Runner Outfitters/Dometic. 

For more information about CTEK, visit ctek.com.

Cummins Announces Retirement of Sharon Barner, Chief Administrative Officer

Cummins has announced that Chief Administrative Officer Sharon Barner will retire, effective May 31, following an extraordinary career and 13 years of committed service to Cummins.

"Sharon is not only a renowned legal expert and business leader in intellectual property, risk management and environmental and regulatory affairs, she is also a model of courage, integrity and strong leadership," said Jennifer Rumsey, chair and CEO of Cummins Inc. "She embodies our values, always lifting others up as she climbs, creating nurturing environments where everyone can thrive and passionately advocating in our communities."

Barner's career has spanned both the private and public sectors. Prior to joining Cummins, Barner spent 27 years at private practice law firms, many of which in leadership positions, where she focused primarily on intellectual property law. Barner then served in the U.S. Department of Commerce as Deputy Under Secretary of Commerce for Intellectual Property and Deputy Director of the United States Patent and Trademark Office. She joined Cummins in 2012, serving first as vice president and general counsel, eventually adding interim chief human resources officer and corporate secretary to her responsibilities, before becoming chief administrative officer in 2021. 

In related Cummins news, the power solutions provider has announced DNV approval in principle (AIP) for its methanol-ready QSK60 IMO II and IMO III engines, available from 2,000 to 2,700 hp.

Following extensive field testing, Cummins plans to launch the retrofit kits post-2028 to align with market demand and infrastructure readiness. These kits will be particularly suited for diesel-electric systems that can be integrated with a battery, optimizing efficiency and sustainability.

For more information, visit the Cummins announcement here.

Trick-Tools Marks 30 Years of Excellence in Metal Fabrication

Trick-Tools.com, the provider of high-performance metal fabrication tools, marks its 30th anniversary in 2025. Founded in 1995, Trick-Tools has built a reputation for providing innovative, top-tier tools that help fabricators and builders achieve precision and efficiency in their work. From its humble beginnings to becoming a trusted name, Trick-Tools remains committed to equipping craftsmen, small businesses, and manufacturing facilities with the best tools available. Its website, Trick-Tools.com, hosts more than 20,000 products from more than 120 top brands in the metal fabrication industry.

"30 years is a testament to the trust and loyalty of our customers," said Bruce Van Sant, founder of Trick-Tools. "We've always been passionate about delivering the best and most innovative tools while helping fabricators succeed."

For more information, visit trick-tools.com.

SoCal Automotive Industry Members Invited to Car Show at San Clemente High School Auto Academy

The Auto Academy at San Clemente High School in San Clemente, California, will host a Meet the Industry & Car Show event on Saturday, April 19. Industry business members are encouraged to join the event. For more information, visit here or contact kntuckerking@capousd.org.

By SEMA News Editors

SEMA Show organizers have announced the SEMA Show Exhibitor Summit will return 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.

The program, 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.

Note: the booth space deposit deadline, Friday, March 28, is fast approaching. Register before the official SEMA Show space draw process, Monday, April 28 through Wednesday, May 14, to be included in the initial floor plan release.

By SEMA News Editors

The Manufacturing Institute recognizes women in manufacturing, aiming to close the gender gap in the industry and inspire future generations. Its 10th annual Step Ahead Awards ceremony is seen here. Photo courtesy of Manufacturing Institute.

The Manufacturing Institute--the workforce development and education affiliate of the National Association of Manufacturers--will honor two SEMA members among its recipients of the 2025 Women MAKE Awards. Tiffanie Hartenstein, of Oracle Lighting, and Alex Parker, of Redline Detection, will be honored on April 24 in Washington, D.C., joining a class of some of the most impressive and inspiring women in the manufacturing industry today.

Women MAKE Award honorees have accomplished success within their companies and have proven to be leaders in the manufacturing industry as a whole.

"We're delighted to see Tiffanie and Alex receive this prestigious honor," said SEMA President and CEO Mike Spagnola. "Their leadership, passion and relentless drive to pursue excellence in everything that they do is admirable among the aftermarket community and has driven the industry forward in extraordinary ways."

Tiffanie Hartenstein is CEO and co-founder of Oracle Lighting, directly managing the organization's day-to-day operations. Since 1999, Oracle Lighting has developed custom lighting solutions for a wide variety of vehicles and applications. For more than 15 years, Hartenstein and her talented team have grown Oracle Lighting in both size and revenue. They have helped Oracle Lighting make nine consecutive appearances on the Inc magazine Inc. 500/5000 list, which highlights the nation's fastest growing small businesses. In 2021, Oracle Lighting received SEMA's Manufacturer of the Year Award and was recognized as the number one fastest-growing company in the greater New Orleans metro area. Hartenstein also serves as chair-elect for the SEMA Businesswomen's Network (SBN).

"I feel powerful when I have the opportunity to mentor others," Hartenstein said. "Sharing my experiences, helping others overcome challenges, and celebrating their successes reminds me of the strength we all have to uplift and inspire each other. It's when I feel most aligned with my purpose as a leader."

Alex Parker is president of Redline Detection, which designs and manufactures tools for the automotive aftermarket and automakers in 160 countries. Under Parker's leadership, Redline Detection has evolved from a mechanical manufacturer to a leader in the field in software-based battery diagnostic technology for e-mobility, developing technology that facilitates the safe adoption of EVs. Redline Detection's headquarters facility brings together engineering, design and manufacturing units. Parker has been a judge on SEMA Launch Pad on The History Channel and part of the Petersen Automotive Museum's business incubator, sponsored by Rolex and Porsche, advocating for independent businesses, hands-on internships and STEM education in the automotive industry. Redline Detection was the SEMA 2020 Manufacturer of the Year.

"I am empowered when I see leaders like Mary Barra forging progress with such determination, innovation and vision," said Parker. "I aspire to lead with that kind of vision, fueled by both deep technical knowledge and heart."

For more information, visit themanufacturinginstitute.org.