Story and photos by Andreas Conradt, Automedia
 

'26 Cupra Raval Spotted in the Snow

Cupra, the sub-brand and motorsport division of Spanish automaker SEAT, was recently caught testing the upcoming Raval under very light camouflage in Scandinavia.

Scheduled to debut later this year and built on the same platform as the Volkswagen ID.2 electric hatchback, the Raval is expected to offer upwards of 200 hp from its front-mounted electric drive-unit.

To differentiate itself from Volkswagen and SEAT, the Cupra features sportier exterior styling, apparent with the prototype's camouflage. The pre-production model features a rear bumper valance that resembles a diffuser and a sizeable lower grille, vents for cooling front brakes and triangular headlights up front.

According to sources, the '26 Cupra Raval is understood to flaunt 38- and 56-kWh battery packs and 125 kW for peak charging capacity, as well as an estimated driving range of about 270 miles.
 

Porsche Macan Rival: Alpine A390

The Alpine A390 was presented as a concept car at last year's Paris Motor Show and is positioned as a direct competitor to the Porsche Macan.

Inside, the A390 will have select colors with blue stitching and a central multimedia screen that will be used to configure multiple aspects of the car, sources said, as well as sporty but comfortable seats with more radical designs from Sabelt available as an option.

Thanks to its aerodynamic design, it will have a clamshell front hood and an LED rear brake light that will run from side to side. Alloy wheels will be offered in 19- and 20-in. sizes.

According to insiders, Alpine will offer the A390 in a 600hp, all-wheel-drive version powered by three electric motors, as well as a more discreet version with 400 hp. The expected maximum range will be slightly more than 370 miles, sources said.

More Powerful Ferrari 296 VS Expected in Late April

New images have emerged of the Ferrari 296 Versione Speziale (VS), Ferrari's usual code for a more potent version of a model after a few years of production.

Rumors suggest the Ferrari 296 VS will make its debut at the end of April, and will continue to be available in its coupe, spider and Piloti versions. Although yet unconfirmed, insiders said the final power output is likely to be around 70 hp higher than that of the normal 296, meaning total output should be around 900 hp.

The current model features a 3.0L V6 twin-turbocharged engine paired with an electric motor, producing a combined output of 818 hp.

Porsche Prepares Cayenne Coupe EV for Debut

With few details already available, the Porsche Cayenne Coupe EV is trading octane and engine sounds for wattage and zero emissions. However, what's not going to change with the new generation Cayenne is the split of the range into the standard SUV and the Cayenne Coupe.

While the first has been photographed in various locations throughout the last months, these are the first shots of the Coupe, which will hit dealers a couple of months after the SUV's debut.

While the two cars are virtually identical from front bumper to B-pillar, the Coupe features a sloping roofline with lower rear side doors and a small rear side window. The entire back will be different, too, and give the Cayenne a much sportier appearance.

By SEMA News Editors

Vision Wheel Announces Corporate Leadership Change

Vision Wheel, the Alabama-based wheel manufacturer, has announced that John Matthew has transitioned into the company's CEO role after several years serving as COO. Additionally, former CEO Roger Minor will continue with the company as chairman of the board.

Matthew has served as COO of Vision Wheel since 2016 and oversees a team of more than 100 employees. He is also COO of Vision Composite Products, a start-up company specializing in research and development technology, and Vision Global Technologies, a thermal management firm supporting the powersports industry.

For more information, visit visionwheel.com.

By SEMA News Editors

Bruder

EXP-10 Expedition Trailer

Bruder has introduced the EXP-10, its most advanced and powerful expedition trailer yet, setting a new benchmark for luxury and capability in off-road adventure, the company stated.

At the heart of the EXP-10 is its cutting-edge 48V electrical architecture, powered by more than 2000W of solar and a lithium battery system with up to 30kWh designed for unparalleled efficiency and self-sufficiency, enabling explorers to power their journeys indefinitely, even in the most remote locations.

Dual air conditioning systems, a heated drying room and a climate-sealed, double-door entry point ensure comfort in any environment. The EXP-10 is designed for all seasons, with unmatched convenience and reliability in the harshest climates, according to Bruder.

The EXP-10 offers two customizable layouts to suit both families and couples.

bruderx.com

Wilwood Racing

Dual Mount Super Alloy Scalloped Race Rotors

Wilwood Racing has introduced an updated version of their most popular race rotor, providing a choice to utilize Wilwood's Lug-Drive dynamic floating technology or mount a conventional 8 x 7.00-in. bolt pattern. The manufacturer conducted a solid year of testing in both configurations on sprint cars, NE dirt and pavement and Dirt Late Model cars, the company stated. Weighing in at only five pounds, this scalloped rotor design will reduce rotating and unsprung weight without reducing brake torque. Wilwood uses a proprietary Super Alloy, widely known for its friction qualities and resistance to distortion. Scalloped and slotted SA rotors measure 11.75-in. in diameter and 0.81-in. wide with 32 internal cooling vanes. 

wilwood.com

Toyo Tires

Open Country R/T Pro

Toyo Tires has announced the new Open Country R/T Pro, an on-/off-road rugged terrain hybrid M/T tire. Designed to tackle dirt, sand, mud, rocks and snow with confidence, the R/T Pro takes the original rugged terrain tire to the next level. Its advanced tread design and specially engineered compound deliver exceptional traction and performance on even the most challenging terrain. Featuring professional-grade durability with a three-ply sidewall and massive shoulder lugs, it offers protection against cuts, chips, and impacts, ensuring longer-lasting off-road fun, all while providing a comfortable ride home.

With exceptional off-road capabilities and a comfortable on-road experience, the Open Country R/T Pro bridges the gap between the R/T Trail--a rugged terrain A/T tire--and the legendary Open Country M/T--a maximum traction tire. The R/T Pro provides off-road enthusiasts with a versatile option to fine-tune and meet the demands of how they intend to use their vehicles.

Toyo's newest professional-grade hybrid tire will succeed the Open Country R/T, first introduced by Toyo Tires in 2014.

toyotires.com/product/open-country-rt-pro/

FiTech

OneGauge Customizable LCD Displays

FiTech has released new customizable LCD touchscreens, available in 7-in. or 10-in. sizes, pre-programmed for plug-and-play compatibility with FiTech EFI systems. These displays are designed to deliver instant, highly accurate readings and provide an adaptable interface that can accommodate most sensors, offering flexibility for performance enthusiasts and custom car builders alike.

The fully customizable touchscreen panels feature multiple pages that can be effortlessly scrolled through, enabling users to view a wide variety of data at their fingertips.

fitechefi.com

Timbren

Active Off-Road Bumpstop Kit for '17-'25 Chevy Colorado ZR2

Timbren Industries has announce the release of its new Active Off-Road Bumpstop Kit for the Chevy Colorado ZR2. Designed to enhance off-road performance, this kit provides superior damping to protect suspension components from harsh impacts, reducing driver fatigue and improving control. Unlike hydraulic bumpstops, Timbren's Aeon spring technology requires no maintenance and allows for easy DIY installation. 
timbren.com

By Ashley Reyes

The SEMA Businesswomen's Network (SBN) has named Katherine Abraham, senior marketing manager-B2B at Ironman 4x4, as the network's newest #SheIsSEMA spotlight member.  

Get to know Abraham in her interview with SEMA News below.  

SEMA News: How many years have you been with your current company and what do you enjoy most about working there?  

Katherine Abraham: I've just started with Ironman 4x4 in September and it's thrilling to be working with a close-knit team who shares the same passion for automotive and 4x4. The culture, company morals, passion and desire to impact the industry match so well with my own aspirations, it's truly a dream role for me. 

SEMA: What is the most challenging part of running your business or job?  

KA: Balance. Finding balance in all things is challenging. Specifically, within marketing, the biggest challenge is finding balance between creativity, return on investment, scalability, and not letting perfection get in the way of greatness.

SEMA: How many years have you been in the industry and what was your first industry job?  

KA: I've been heavily involved in the automotive industry since 2018, starting off by volunteering on the board of directors for my local off-road park, Kansas Rocks Recreation Park. My first career industry job started with Dometic Corp in January 2023.

Since 2016, I've grown so much. Here is a link to my portfolio that has the outline of all the things I'm doing. I don't like to be bored.

SEMA: What are three qualities that got you to where you are today?  

KA: Passion, grit and integrity. There are so many that come to mind, but those three have truly helped launch me forward faster than I could've dreamed. These three qualities impact every area of my life, not just my career.

I mention passion first because if you love what you're working towards, especially when it comes to your career, it makes so many things easier and it also allows you to shine authentically.

Grit, tenacity, refusing to give up or give in, and pushing past the hardest moments in life, these qualities will prove to yourself and others that you are a force to be reckoned with. I don't succeed at the same level every day, and no one should expect you to, especially yourself, but giving your all through the highest highs and lowest lows will fuel your spirit.

Integrity for me means so many things. Honesty, kindness, emotional intelligence, listening more than I talk and be in tune with my beliefs. Surround yourself with people who share your values and accept you for you, and being a person of integrity becomes second nature.

A fourth quality I mentioned is kindness. Take a breath and remember to be kind, to yourself, to others and especially to the person who seems to be having the hardest time. They probably need more kindness than most.

SEMA: Being a woman in the industry, what have been your biggest challenges and accomplishments?  

KA: My biggest challenges as a woman have been self-criticism, expecting perfection and negative self-talk. Women are extremely hard on themselves; it's in our nature but embracing it and learning to leverage it in a positive way is what makes women excellent leaders, coaches and role models for others.

A situation that comes to mind is finishing my first Rebelle Rally in 2022. It was our rookie year, and I dragged my dear friend Lisa into it. We couldn't afford to do much training, and it was one of the most difficult things I've put myself through in my life. Competitively, emotionally, publicly--in so many ways. I cried in the shower after finally getting to a hotel after the Gala, and it took me weeks to come out of the fog. But man, once I did, it opened my eyes to how hard I was being on myself about Rebelle and in general. It gave me a swift kick in the a** that set me on my current path to dedicate my life to happiness and the things and people that bring me joy.

SEMA: Who are your role models or mentors in the industry?  

KA: I don't know that I can say one person in particular because there are so many for so many different reasons. I'll sum it up with: my role models and mentors in the industry are now my family. There are so many people who influence me on a daily, weekly, monthly and yearly basis along the way. From rallying to marketing, leaders to peers, I learn constantly every single day and it's made it possible for me to carve my own path and chase every dream that I dedicate myself to.

SEMA: What is the best career advice you have received?  

KA: Seek happiness. This has helped me navigate my goals, aspirations, dreams, fears, challenges, doubts, mental health, trauma, loss--so many things. Focusing on what makes you happy each and every day will always guide you well.

SEMA: Have you always wanted to work in the automotive industry? What keeps you here?  

KA: I have not! I grew up very passionate about cars with my dad, but my lifelong dream was to train, show and breed horses. Life changed, industries changed, I changed, and in 2016 I found my passion for automotive reignited thanks to my partner, James, and couldn't have imagined it would become my life's work. I stay here because of the people, the passion, the hard work and, of course, the fun!

SEMA: Who was the most influential person on your career/goals?  

KA: The women and crew of the Rebelle Rally. Believing in me, pushing me, supporting me and showing me that there is space for me wherever I want to go if I'm willing to go for it. I love you all so much, and you've changed my life in ways I will never be able to properly thank you for.

Fill out a #SheIsSEMA spotlight form to submit a self-nomination or nominate a colleague and highlight how you or she is contributing to the specialty-equipment industry. Selected candidates are automatically eligible to be considered for SBN's #SheIsSEMA Woman of the Year award, featured on SBN's social media, SEMA News and recognized on the sema.org/she-is-sema website.  

By Ashley Reyes

The SEMA Truck & Off-Road Alliance (TORA) named North Speed as the council's newest member spotlight company. Get to know their story in the SEMA News interview with Ron Hinshaw, North Speed's president, below.  

SEMA News: Tell us the story of North Speed. How did the company start?   

Ron Hinshaw: Our shop was founded in 1983, initially focused on vintage street rods and customs. Many of our current team members were working in shops building classics and musclecars. Over the years, we have blended the team's experience to accommodate the current variety of customer build requests. We continue to hone our skills to create some of the best vehicles in the country for our customers.

Our shop has grown to more than 10,500 sq. ft. to accommodate the number of projects we see each year. We employ state-of-the-art tools, materials and craftsmanship in all of our projects. As I insist, there are no compromises.

Over the years, our efforts have been rewarding for our clients. We were fortunate to have our first car at the SEMA Show in 2019. We went again with another in 2023 with a '73 Firebird. As to our longevity and commitment, for more than 40 years, we remain actively involved in our community, both in the hot-rod automotive circles and our local community here in Minnesota.

SN: What's going on these days? What projects are you most excited about?   

RH: Most recently we've been showing a super clean lifted one-ton square body, which we had at Triple Crown, SEMA Show and Dino's Git Down. We plan to show it a few more times before the owner takes possession. We focus a lot on musclecars but always jump at the chance for 4x4, as I have a lot of background in off-road. We have many exciting projects in the works and are most excited about finally getting to our own Twin Turbo Foxbody project.

SN: What's the best piece of advice you have for professionals getting started in the aftermarket?   

RH: Never coast! Always be looking to improve your craft, equipment and technology.

Fill out a TORA-member spotlight form to highlight how you or your company are contributing to the truck and off-road specialty-equipment industry. Selected candidates are eligible to be featured on TORA's social media, SEMA News and future TORA member updates.

By Ashley Reyes

The SEMA Scholarship Program is seeking passionate individuals to volunteer as SEMA Scholarship judges. Signups are open now through March 21 at this link.

The SEMA Scholarship Program supports career development and access into the automotive industry by offering financial awards to students preparing for careers in the automotive field.  

Volunteer judges play a vital role in reviewing scholarship applications and assisting with selecting deserving winners. It's a rewarding opportunity to make a difference and read inspiring stories from passionate students who are eager to enter the automotive aftermarket.     

Hours are flexible and can be performed around the volunteer's schedule. If selected, judging begins on March 31 and continues until May 23. Learn more and apply to volunteer here.   

To learn more about the SEMA Scholarship program, visit sema.org/scholarships. 

By Ashley Reyes

The SEMA Businesswomen's Network (SBN) is hosting a virtual General Membership Meeting on Friday, February 21, at 10:00 a.m. PST/1:00 p.m. EST, during which select committee leaders will share updates about SBN's member benefits.

The meeting is open to current and prospective members and will enable attendees to discover resources designed to help women succeed in the automotive specialty-equipment industry. Attendees will hear about networking events, volunteer opportunities, recognition programs and webinars designed to support professional growth. Additionally, details will be shared about the SBN Women's Leadership Forum taking place in March in Orlando, Florida.

SBN membership is free and open to all women employed by a SEMA member company. If this sounds like you, don't miss this opportunity to grow your career and network by getting more involved.

Register here.

By Ashley Reyes

Strong communication and leadership skills are often prerequisites for promotions and career advancement. However, finding a training program that is specific to your industry and goals can be challenging. Add in busy schedules and heavy workloads, and your professional development can easily be pushed to the back burner.   

The SEMA Future Leaders Network (FLN) addresses this gap through its Professional Development Program, held at the SEMA Garage in Detroit, Michigan. Hosted in partnership with Dale Carnegie, this initiative helps young professionals in the automotive aftermarket gain the tools needed to improve their individual and business performance. The program includes two courses: Individual Communication (May 5-6) and Team Leadership (May 7-9). FLN Members can apply for one or both courses at sema.org/fln-pdp. 

How to Pitch the Program to Your Boss

FLN has put together sample letters to help interested applicants pitch the program to their boss. These templates highlight how the courses can benefit your professional growth and your boss's overall success. Click on the links below to access the letter for the course you are interested in.  

• Individual Communication Course Sample Letter
• Team Leadership Course Sample Letter
• Sample Letter for Attending Both Courses

Dale Carnegie has more than 100 years of proven success in helping thousands of organizations and millions of people create positive change and successful growth. This program, which is exclusive to FLN members, is available at a discounted rate off the standard Dale Carnegie Training fee. 

Contact FLN Council Director Denise Waddingham at DeniseLW@sema.org with any questions 

By SEMA News Editors

New research by SEMA sheds light on future and emerging trends impacting the automotive aftermarket, whose annual $337 billion economic impact is a key driver of the American economy.

• The annual report delivers critical insights to SEMA's 7,500 member businesses who develop, manufacture, and market parts and accessories that improve safety, performance, and comfort for the nation's automotive enthusiasts.

View the complete report here. Highlights and analysis of the report follow, but first, be sure to join us for our webinar on Wednesday, February 19, where we will discuss the latest economic and automotive trends, as well as share forecasts for the rest of the year and beyond. RSVP here.

Industry and Economic Outlook

What's Trending

• As we move further from the volatile pandemic era of sales growth spikes and downshifts, we should expect to see a more normal growth rate around 3%-4%, driven by:
  • Increased consumer spending on their vehicles.
  • A jump in sales and revenue expectations as interest rates improve and inflation cools.
  • Investments to diversify supply chains that pay dividends by preserving market stability.
• Challenges emerge from stagnant vehicle costs and interest rates, coupled with consumers fiscally stressed by cost increases for auto insurance and repairs.
  • Motor-vehicle insurance jumped 14% for the 12 months preceding October 2024.
  • Costs of motor-vehicle repair increase by 7.3% over the same period.
• Tariffs are an X factor and could dramatically increase costs and exert pressure on the automotive aftermarket industry.

SEMA Says: "A whole lot of our consumers took on vehicle projects and modifications during COVID, so you used up some of the demand that might have come a year or two later," said Gavin Knapp, director of SEMA Market Research. "Obviously, continuing inflation and high prices have also affected people, and there will be questions going forward about how long that will continue with possible tariffs and things like that. The expectation is we'll stay at current growth levels in 2025 and then return to our industry's usual 4%–5% growth rate next year and going forward."

Vehicle Trends in the United States

What's Trending

• Vehicle prices have stabilized, albeit at elevated levels, meaning continuously climbing inventory could drive down prices.
  • In October 2024, the average transaction price for a new vehicle was $48,117.
• Demand for electric vehicles will stall, with manufacturers adjusting accordingly.
• More cars will be equipped with advanced driver assistance systems (ADAS) and sensors, impacting how vehicle owners interact with their vehicles (including modifications and accessorizing).

SEMA Says: "As of last year, vehicle inventories had been climbing for a while, but there hasn't been much demand," notes Matt Byun, SEMA's market manager. "If you keep getting cars on the lot, eventually you're going to have to start selling them. But the surprise is OEMs aren't lowering their costs. Instead, they're scaling back their production a bit."

Potential Tariff Impacts

What's Trending

• Tariffs are a looming specter, with the potential to increase costs for OEMs, part manufacturers and consumers.
• Most of the exposure is likely to small- and midsized parts manufacturers, who rely on international supply chains for some of their components and materials.
  • Prices for parts affected by tariffs would be more extreme because of supply chains built around imports from Mexico and Canada, both of whom are highly integrated into the United States auto industry.
  • Between 2020-2023, prices for parts imported to the United States increased 5.9%, due to higher prices for electrical and electronic equipment.
• Tariffs disproportionately impact businesses that pay upfront for goods and services, with small- and medium-sized companies potentially experiencing cash-flow issues, delayed payments, and reduced capacity and inventory.

SEMA Says: "It's important to understand how President Donald Trump has historically used tariffs, which he sees as negotiating tools to create leverage against other nations on issues unrelated to trade, like immigration and defense spending," said Karen Bailey-Chapman, SEMA's senior vice president for public and government affairs. "Tariffs with big numbers, like 25% or higher, are often introduced by President Trump at the negotiating table, or even publicly, but he also has shown a willingness to withdraw or suspend them when a deal is reached. As a result, what you see in the headlines does not always materialize."

Consumer Demographics

What's Trending

• America is getting older but drivers are increasingly younger.
  • There are more licensed drivers under the age of 25 today than there were two decades ago.
  • Younger drivers are tapping into the used-car market more frequently, due to rises in the cost of new vehicles.
• Young people drive the automotive accessories market and tend to live more enthusiast-oriented lifestyles.
  • More than 60% of specialty-equipment sales in 2023 came from accessorizers under the age of 45.

SEMA Says: "If you look at the nation's demographics, we are getting much, much older, and the 65-plus demographic is getting much larger," Knapp said. "How that plays for our market is interesting. It keeps more cars on the road because there are more drivers over time. But that older demographic is also a lower-spending segment for our market. They have money but are less likely to wrench on their car."

Alternative Powertrains and EVs

What's Trending

• Automaker investments in electric vehicle (EV) powertrains persist, but consumer demands are spurring cuts in EV production.
• EVs continue to be viewed as luxury products, with the high upfront costs outweighing incentives in consumers' minds.

SEMA Says: "The EV hype has been a bit overblown, and some of the electrification market's growth has shifted into hybrids," Knapp explains. "As Toyota Motor Corp. Chairman Akio Toyoda has said, for everything it takes to build one pure EV, you can make 10 hybrids, but it's still an open question whether hybrids are an interim step or a long-term play."

ADAS and Autonomous Vehicles

What's Trending

• While fully self-driving vehicles remain a long way off, ADAS features are becoming increasingly prevalent in Americans' vehicles.
  • While very few vehicles had automatic emergency-breaking capabilities in 2015, well over 90% of new vehicles from model-year '23 featured such a system.
  • Automatic emergency braking, which was non-existent before 2015, can now be found in more than 67 million vehicles on the road.

SEMA Says: "ADAS is really affecting the vehicle market; there is a broad mass of cars and trucks already on the road that have these features onboard," says Byun. "For example, as of May 2018, all new OEM passenger cars and light trucks were required to have backup cameras. In model-year '22, more than 90% had collision warning systems."

By Ashley Reyes

The SEMA Hall of Fame has honored individuals who have enhanced the stature of the automotive specialty-equipment industry since 1969. To date, 180 distinguished individuals have earned induction, celebrating the vision, innovation and leadership that transformed the industry and drove SEMA's growth. Below is a look back at the history of SEMA's highest honor.  

Early Days   

As the aftermarket industry began to grow, so did the need to recognize the pioneers who contributed to it and to the formation of SEMA. Paul Schiefer was the first to earn SEMA Hall of Fame induction in 1969. A speed-equipment industry pioneer, Schiefer developed the earliest flywheels and clutches for all-out racing and high performance. He owned and operated Schiefer Manufacturing Company, which became the largest manufacturer of specialty drivetrain components in the world at the time. 

In honor of Schiefer, subsequent inductees received the Paul Schiefer "Old Timer's Memorial Award", before it was officially re-named the "SEMA Hall of Fame" in 1986. The "old timer's" reference alluded to a board directive that the award honor founders of the industry.  

Paul Schiefer

Throughout the Years  

SEMA Hall of Fame induction was originally reserved for one person a year; however, it became clear that more people deserved recognition for contributing to the growth of the industry. Starting in 1979, it became common for multiple people to be inducted into the SEMA Hall of Fame each year.  

SEMA Hall of Fame Members at the 2024 SEMA Show

On the SEMA Hall of Fame website, you will find a long list of passionate leaders, changemakers and pioneers who took chances that have changed the course of the industry for the better. It is inspiring to see names such as SEMA founding member Ed Winfield; Bob Spar, founder of B&M; Linda Vaughn, known as "The First Lady of Motorsports"; Rolan "Jeep" Worthan; automotive designer Chip Foose; groundbreaking fabricator and racer Jessi Combs; and, most recently in 2024, Chris Kersting, Jack Priegel, Less Rudd and Jon Wyly, to be listed among the greats in automotive history, among many others.  

Each honoree has a unique story, yet they all share a relentless passion for the automotive aftermarket and a commitment to driving positive change at the highest levels.  

2024 SEMA Hall of Fame Inductee Jon Wyly

Celebration of Talent  

SEMA Hall of Fame inductees are formally celebrated during the annual SEMA Leaders and Legends Gala in July. This event is a long-established tradition where individuals who have made extraordinary contributions to the industry are honored. The inductees are then honored again at the SEMA Awards Banquet in November during the SEMA Show, where they receive a custom-designed trophy.   

Nominations Now Open  

SEMA is currently accepting nominations for induction into the 2025 SEMA Hall of Fame Class. If you know someone who has made a significant and lasting impact on the automotive aftermarket, this is your chance to tell their story. The nominee must have made contributions beyond the local level and reached throughout the national or international level, have enhanced technology, professionalism, dignity, and/or general stature and growth of the industry, have been in the industry for a minimum of 10 years, and will be least 50 years or older by the 2025 SEMA Show.  

Nominations are due by the Friday, March 14 deadline at sema.org/hof. Questions can be directed to Jose Escobar at josee@sema.org.