By Ashley Reyes

 

 

Running an automotive shop today takes more than technical skill; it demands business strategy, customer insight and the ability to adapt to an ever-changing industry.

 

During the SEMA Future Leaders Network (FLN) virtual Lunch & Learn, "Inside the Shop: An Automotive Shop Ownership Panel" on Thursday, April 30, at 10:30 a.m. PT / 12:30 p.m. ET, three shop owners from different corners of the automotive world will share what it really takes to build, grow and sustain a successful shop.

 

Moderated by Aly Oakley, sales representative at BrakeQuip, the session will feature panelists Tara Demuth, co-owner/general manager of R&S Truck Caps, Zack Hampton, co-owner of Chromotize and Sara Morosan, vice president of LGE-CTS Motorsports. Together, they will discuss the foundational business elements required to own and operate an automotive aftermarket shop and build a culture within a business.

 

Key takeaways include:

• How to transition from an employee to an owner.
• Strategies for culture building and leadership development in business.
• What goes into business ownership.
• Unique challenges of owning a shop in the automotive aftermarket.
• How to navigate trends in the automotive aftermarket.

 

Whether your goal is to own an automotive shop one day or you are new to shop ownership, this event is your opportunity to learn from current shop owners who run a shop day-to-day.

 

🎁 Bonus incentive: The first 20 SEMA members to register for the session in advance and attend the full webinar will receive an Uber Eats voucher to be used following the event, through the next day.

 

By SEMA News Editors

 

The 2026 New York International Auto Show, which returns April 3-12 at the Javits Convention Center in New York City, gave media members a first look at the latest vehicles and concepts shaping the future of mobility.

 

Held annually, the event serves as a key launch point for new models across segments, and this year's program will continue that tradition, with OEMs unveiling a mix of production-ready vehicles and long-term concept platforms aimed at expanding their reach in competitive and emerging segments.

 

Many of the vehicles and platforms introduced in New York will ultimately serve as the foundation for customization, performance upgrades and product development across the aftermarket, with their evolution continuing later this year at the SEMA Show in Las Vegas, November 3-6.

 

Following is a look at several notable announcements from the New York Auto Show floor:

 

Dodge Debuts Durango GT America250 Edition

 

 

Dodge introduced the '26 Durango GT America250 (A250) edition, commemorating the upcoming 250th anniversary of the United States.

 

Unveiled during the NY Auto Show's media preview, the special-edition SUV marks the first production vehicle tied to America250, the congressionally designated organization leading the national commemoration.

 

 

The A250 edition features distinctive patriotic design cues, including Black Laguna leather seats with blue perforation and flag embossments, red-and-white accent stitching and Demonic Red seat belts. Exterior upgrades include star-pattern dual stripes with blue tracer accents, America250 badging and 20-in. Black Noise wheels.

 

Built at Stellantis Detroit Assembly Complex - Jefferson in Detroit, the Durango GT A250 will be available for order in early April, with pricing starting at $49,590.

 

Hyundai Boulder Concept Makes Surprise Global Premiere

 

 

Hyundai Motor Company surprised attendees with the global debut of its Boulder Concept SUV, signaling the brand's future entry into the body-on-frame truck and SUV segment.

 

The concept introduces a new, fully boxed, ladder-frame architecture expected to underpin a midsize pickup slated for production by 2030. Designed by Hyundai Design North America in Southern California, the Boulder Concept targets off-road enthusiasts with a focus on durability, towing capability and rugged styling.

 

"The Boulder Concept demonstrates how Hyundai is seeking to give American customers more of what they want," said José Muñoz, president and CEO, Hyundai Motor Company. "Body-on-frame vehicles are the backbone of American work and adventure, and we intend to compete in the midsize pickup segment with everything we have. The body-on-frame truck is one of 36 new Hyundai vehicles coming to North America by 2030. We are entering segments we have never competed in before, and we are doing it the right way: designed in America, built by Americans for American customers."

 

Future vehicles based on the platform are expected to be designed, developed and built in the United States using domestically produced steel, according to the company.

 

All-New '27 Volkswagen Atlas Debuts

 

 

Volkswagen of America unveiled the redesigned '27 Atlas, bringing updated styling, enhanced technology and increased performance to its midsize SUV offering.

 

The new Atlas features all-new exterior sheet metal, redesigned LED lighting and illuminated branding elements that give the vehicle a more premium and modern appearance. Updates include double-stacked headlights, a more sculpted profile and new wheel designs ranging from 18 to 21 inches.

 

Stronger proportions and sleeker surfacing are seen best in the profile. A dynamic and sharp theme line runs along the upper body sides, augmented by strong fenders and sculpted side sills. Illuminated door handles are available, as are puddle lamps with a unique projection pattern.

 

 

At the back, the spoiler is more pronounced, and the tailgate lies flush with the rear bumper, for a more modern shape. The cross-body taillight design mirrors the lighting signature in the front and standard dynamic turn signals with three animations add a premium feel.

 

"When we first launched Atlas in 2017, we delivered the space and style the SUV market was missing; practical, well‑designed, and unmistakably Volkswagen," said Kjell Gruner, president and CEO, Volkswagen of America. "The all‑new '27 Atlas brings more of what matters: a stronger design, smarter technology, increased power and a premium feel where it matters most."

 

All-New '27 Kia EV3, All-Electric Entry SUV, Debuts

 

 

Kia America introduced the all-new '27 EV3, an entry-level electric SUV designed to broaden access to EV ownership.

 

Positioned below the EV6 and EV9, the EV3 delivers up to a Kia-estimated 320 miles of range on select trims and is built on the company's Electric Global Modular Platform (E-GMP). The compact SUV will be offered in five trim levels and is scheduled to go on sale in late 2026.

 

"The Kia EV3 represents a bold step forward in our commitment to making electric mobility accessible to more Americans," said Eric Watson, vice president, sales operations, Kia America. "With its striking geometric design inspired by EV9, advanced technology, and spacious interior, the EV3 brings the innovation of our EV lineup into an entry EV SUV tailored for the way U.S. customers live, work and travel."

 

Subaru Unveils All-Electric, Three-Row '27 Subaru Getaway

 

 

Subaru of America unveiled the all-new '27 Subaru Getaway, its first all-electric three-row SUV and most powerful production model to date.

 

The Getaway offers seating for up to seven passengers, standard Symmetrical All-Wheel Drive and more than 300 miles of estimated range from a 95.8-kWh battery. Dual electric motors produce 420 horsepower, enabling a 0-60 mph time of under five seconds.

 

Designed with versatility in mind, the SUV features 8.3 inches of ground clearance, off-road drive modes and a towing capacity of up to 3,500 pounds. The model is expected to arrive in dealerships in late 2026.

 

 

As these vehicles move from reveal to retail, they are expected to create new opportunities for the aftermarket, from performance and styling upgrades to electrification-focused innovation.

 

By Ashley Reyes

 

 

The SEMA Automotive Restoration Market Organization (ARMO) has two great opportunities for manufacturers attending the 2026 Spring Carlisle Show, April 22-26, in Carlisle, Pennsylvania, to build their brand, promote their products and grow their professional connections.

 

ARMO Hot Products Showcase

 

The ARMO Hot Products Showcase is the ideal opportunity for ARMO members to showcase their new products to the right audience at the Spring Carlisle Show –– at no extra cost to members.

 

By having your product featured in the Hot Products Showcase tent –– located in a high-traffic area by the grandstands –– companies can expose their product to thousands of restoration and classic car enthusiasts looking to build or restore their vehicles.

 

Signing up is simple: Fill out the form to let ARMO know which product you're showcasing. Ship the product to the Show with a return label, or drop off the product in person at the Hot Products Showcase tent. ARMO will take care of the rest.

 

Enter your product today. Not yet an ARMO member? You can apply to join.

 

Networking Happy Hour for Restoration Parts Manufacturers

 

ARMO also invites all restoration parts manufacturers to attend its networking Happy Hour, taking place Thursday, April 23, at 5:00 p.m. inside the Hot Products Showcase tent.

 

The Happy Hour offers a valuable chance to catch up with other members, grab a bite to eat and a beverage and check out the hot new products on display. Members and non-members alike will learn about ARMO's initiatives designed to help its members succeed in the industry, meet members of the select committee and discover how to get more involved with the council.

 

 

From the SEMA Washington, D.C., office

 

 

Good news: the U.S. House Natural Resources Committee recently held a hearing on H.R. 7979 the Public Lands Access Restoration Act (PLARA), a SEMA and ORBA-supported bill that would restore the presumption that public lands managed by the U.S. Forest Service and Bureau of Land Management (BLM) are open for all different types of recreation, including motorized use, unless there is a reason for a designated closure. 

 

Your help is still needed: send a letter to your U.S. Representative in support of H.R. 7979.  

 

The bill seeks to restore a long-standing "open unless posted closed" policy for lands managed by the Forest Service and BLM, reversing more restrictive access policies that have been in place since 2005.  

 

U.S. Representatives Jeff Crank (R-CO) and Mike Kennedy (R-UT) recently introduced the Public Lands Access Restoration Act to restore recreational access to public lands unless the land managers are able to justify closures based on resource protection or public safety reasons. The bill increases transparency and accountability in how access decisions are made on BLM and Forrest Service lands and establishes a clearer review process for restricting recreation, with the goal of balancing conservation priorities with recreational use. 

 

SEMA and ORBA strongly support H.R. 7979 and included the following remark in the official press release announcing Reps. Crank and Kennedy's introduction of the bill. 

 

"On behalf of motorized recreational businesses and the millions of off-road enthusiasts who support the industry, SEMA and ORBA thank Reps. Crank and Kennedy for introducing the Public Lands Access Restoration Act," said Karen Bailey-Chapman, the senior vice president of Government and Public Affairs for SEMA. "This bill offers an important policy shift to ensure that BLM- and Forest Service-managed lands are open to motorized vehicles unless there is a justifiable resource protection or public safety need to prohibit motorized access. We strongly support the return to an 'open unless posted closed' policy on public lands."

 

PLARA would restore and expand recreational access to public lands, which is critical to the local economies of communities throughout the country that depend on recreational tourism. If enacted into law, this bill will support tourism, outdoor businesses and the broader recreation economy, particularly in rural areas that rely heavily on public land use.  

 

The introduction of PLARA adds to ongoing congressional efforts to address access and infrastructure challenges on federal lands, building on recent bipartisan interest in outdoor recreation policy. As the bill moves forward, stakeholders across the recreation and conservation communities are expected to engage closely on its implications for access, land management, and resource protection. 

 

Questions? Want to invite the SEMA team to go off-roading? Contact Juan Mejia, SEMA's Senior Manager of Government Affairs, at juanm@sema.org  

 

This story was originally published on Tuesday, March 31.

 

Image courtesy of Shutterstock | Reinhardt and Co

By Ashley Reyes
 

 

The SEMA Scholarship Program supports career development and access to the automotive industry by offering financial awards of up to $5,000 to students preparing for automotive careers. Volunteer judges play a vital role in reviewing scholarship applications and selecting deserving recipients.
 

Judges will review inspiring stories and accomplishments that highlight the talent and determination of the industry's next generation. These stories showcase students' passion for the aftermarket and the skills and perspectives shaping its future.
 

Volunteer hours are flexible and can be completed remotely on your schedule. Judging runs from late April through May. Learn more and apply to volunteer.

Learn more about the SEMA Scholarship Program at sema.org/scholarships.

From the SEMA Washington, D.C., office

 

SEMA and PRI are building up its capacity to advocate for the motorsports community, adding two new strategic roles on its Washington, D.C., government affairs team to bring more focus to racing and its legislative and regulatory issues.

"The addition of these positions is a strategic investment back into the motorsports community, which is a significant economic driver and a jewel in the crown of American culture," said Karen Bailey-Chapman, SEMA senior vice president for public and government affairs. "When SEMA and PRI support racetracks, we're supporting community, innovation and our nation's competitive spirit; these new roles are in service to that calling."

SEMA is promoting Tierra Hubbard to director of government affairs for racing. In this new role, Hubbard will lead advocacy on racing-specific issues at local, state and federal levels, including developing and executing proactive legislative strategies to advance positive, racing-friendly policies at all levels of government. Hubbard, previously SEMA senior manager for state government affairs, has played a pivotal role in both organizations' national Right-to-Race campaign, helping deliver meaningful wins on the eastern half of the U.S.

"Tierra is one of the hardest-working and most effective advocates in our organization, and she's earned the respect of lawmakers and the racing community alike. Over the past year, she has led the charge on our Right-to-Race efforts, helping drive meaningful progress in multiple states and building the coalitions needed to sustain that momentum," said SEMA Senior Director for State Government Affairs Christian Robinson. "We are thrilled to see her step into this new role, where her leadership and work ethic will continue to deliver results for the motorsports community."

"Working with SEMA and PRI on motorsports initiatives has been incredibly rewarding, and because of my father's passion for racing, it serves as a personal reminder of why racetracks mean so much to communities across the country," said Hubbard. "I'm excited to get on the road, meet with track owners, drivers, pit crews and fans, and continue advancing the Right-to-Race campaign to protect and preserve this cultural treasure for generations to come."

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

Lifelong motorsports enthusiast and seasoned political operative Coby Lobaugh is joining SEMA as grassroots manager for racing. This new position will help engage the motorsports community in advocacy efforts. Lobaugh brings with him a lengthy track record of success in managing digital advocacy campaigns for political candidates, not-for-profit organizations and members of the U.S. Congress.

In this new role, Lobaugh will support the efforts of SEMA and PRI to activate and educate track owners, drivers, fans and local communities on key legislative priorities.

"We're thrilled to add Coby to the PRI Government Affairs team and believe he adds a potent mix of motorsports enthusiasm and digital communications acumen," said SEMA Political Director Lauren Wilbor. "This is a critical step as PRI continues to build up our capacity to advocate for the nation's motorsports industry and its $69 billion annual economic impact, while engaging and mobilizing the people with whom the racetrack is a second home."

Lobaugh joins PRI from Judicial Watch, where he created content and oversaw broadcast productions reaching the organization's more than 7-million audience members. He also served as digital director for Rep. Mike Lawler's successful electoral campaign in New York, and built a compelling and engaging online communications platform for Rep. Lauren Boebert (R-Colo.). Lobaugh's passion for cars and automotive culture is well-documented, including stints as a contributor and photographer for Viper Quarterly Magazine, an enthusiast-focused publication devoted to Dodge's iconic sports car.

"Anyone who loves cars knows and appreciates what PRI is doing to preserve American car culture and protect our nation's motorsports industry," Lobaugh said. "It's exciting to have this opportunity to work directly with those who pour their hearts and souls into racing and motorsports and ensure that this vibrant part of our nation's heritage continues to flourish."

Lobaugh is a Texas native and holds a degree in broadcast production from Sam Houston State University.

From the SEMA Washington, D.C., office

 

SEMA and PRI are building up its capacity to advocate for the motorsports community, adding two new strategic roles on its Washington, D.C., government affairs team to bring more focus to racing and its legislative and regulatory issues.

"The addition of these positions is a strategic investment back into the motorsports community, which is a significant economic driver and a jewel in the crown of American culture," said Karen Bailey-Chapman, SEMA senior vice president for public and government affairs. "When SEMA and PRI support racetracks, we're supporting community, innovation and our nation's competitive spirit; these new roles are in service to that calling."

SEMA is promoting Tierra Hubbard to director of government affairs for racing. In this new role, Hubbard will lead advocacy on racing-specific issues at local, state and federal levels, including developing and executing proactive legislative strategies to advance positive, racing-friendly policies at all levels of government. Hubbard, previously SEMA senior manager for state government affairs, has played a pivotal role in both organizations' national Right-to-Race campaign, helping deliver meaningful wins on the eastern half of the U.S.

"Tierra is one of the hardest-working and most effective advocates in our organization, and she's earned the respect of lawmakers and the racing community alike. Over the past year, she has led the charge on our Right-to-Race efforts, helping drive meaningful progress in multiple states and building the coalitions needed to sustain that momentum," said SEMA Senior Director for State Government Affairs Christian Robinson. "We are thrilled to see her step into this new role, where her leadership and work ethic will continue to deliver results for the motorsports community."

"Working with SEMA and PRI on motorsports initiatives has been incredibly rewarding, and because of my father's passion for racing, it serves as a personal reminder of why racetracks mean so much to communities across the country," said Hubbard. "I'm excited to get on the road, meet with track owners, drivers, pit crews and fans, and continue advancing the Right-to-Race campaign to protect and preserve this cultural treasure for generations to come."

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

Lifelong motorsports enthusiast and seasoned political operative Coby Lobaugh is joining SEMA as grassroots manager for racing. This new position will help engage the motorsports community in advocacy efforts. Lobaugh brings with him a lengthy track record of success in managing digital advocacy campaigns for political candidates, not-for-profit organizations and members of the U.S. Congress.

In this new role, Lobaugh will support the efforts of SEMA and PRI to activate and educate track owners, drivers, fans and local communities on key legislative priorities.

"We're thrilled to add Coby to the PRI Government Affairs team and believe he adds a potent mix of motorsports enthusiasm and digital communications acumen," said SEMA Political Director Lauren Wilbor. "This is a critical step as PRI continues to build up our capacity to advocate for the nation's motorsports industry and its $69 billion annual economic impact, while engaging and mobilizing the people with whom the racetrack is a second home."

Lobaugh joins PRI from Judicial Watch, where he created content and oversaw broadcast productions reaching the organization's more than 7-million audience members. He also served as digital director for Rep. Mike Lawler's successful electoral campaign in New York, and built a compelling and engaging online communications platform for Rep. Lauren Boebert (R-Colo.). Lobaugh's passion for cars and automotive culture is well-documented, including stints as a contributor and photographer for Viper Quarterly Magazine, an enthusiast-focused publication devoted to Dodge's iconic sports car.

"Anyone who loves cars knows and appreciates what PRI is doing to preserve American car culture and protect our nation's motorsports industry," Lobaugh said. "It's exciting to have this opportunity to work directly with those who pour their hearts and souls into racing and motorsports and ensure that this vibrant part of our nation's heritage continues to flourish."

Lobaugh is a Texas native and holds a degree in broadcast production from Sam Houston State University.

By Ashley Reyes

 

On Tuesday, April 28, at 10:00 a.m. PT/1:00 p.m. ET, the SEMA Hot Rod Industry Alliance (HRIA) will host a General Membership Meeting and Panel Discussion on "Building Your Future Workforce: Practical Hiring Pathways for Automotive Businesses."
 

Designed to address the urgent need for sustainable talent pipelines in the industry, this session will help automotive businesses strengthen their future workforce by understanding proven talent pathways, including hands-on training, certified education and institutional college programs, as well as helping students and parents see that there is more than one road to success.
 

Moderated by Kevin Webb, owner at Hot Rod Custom Garage, the session will feature panelists George Arrants, vice president at ASE Education Foundation; Cindy Barlow, director of industry relations at Wyotech; and Aaron Valencia, executive director and founder at Los Angels Career Center. Together, they will help shop owners understand what students value today, how to communicate career progression clearly, and how to build a culture that supports long-term retention and growth.
 

Discussion topics include:

• Talent pipeline challenges and growth strategies
• Multiple entry ways into the industry
• The early engagement and mentorship model
• Career profession and retention strategies
• Aligning shop culture with next-generation workforce expectations
• Action steps for partnership and hiring within 90 days
• Executing a long-term industry-to-education vision

Whether you're looking to attract, develop or retain the next generation of talent at your business, this event will help you understand the training pathways available today, how to connect with emerging talent and actionable steps you can take immediately to begin building a stronger workforce pipeline.
 

Register.

By SEMA News Editors

 

 

Travel costs can stack up quickly for business travel, but SEMA Show organizers are helping attendees stay on budget with exclusive hotel rates, added perks and a streamlined booking experience for 2026.

SEMA Show's block of Las Vegas hotels offers options across every price tier, with the best nightly rates — plus exclusive perks and a simple, affordable booking process.

Hotel reservations for the 2026 SEMA Show, November 3-6, Las Vegas, can be made online at semashow.com/hotel.

 

 

See the top five benefits of booking your 2026 SEMA Show hotel through our only official partner, onPeak, below:

 

Deep Value and Discounts 

SEMA negotiates the lowest available nightly rates -- often below hotel rack rates. Skip the hours of searching online and book directly through onPeak--but don't wait! Visit semashow.com/hotel as early as possible to lock in the best available rates. 

 

Even better, organizers will price-match if you find a lower rate -- so there's no downside to booking within the official SEMA Show hotel block.

 

Earn Hotel Rewards Points 

Hotel rewards points add up quickly, especially during trade show travel. Reservations made through official SEMA Show hotels are eligible for loyalty programs. Simply enter your rewards number when booking, and you're set.

 

For example, SEMA Showgoers who are already Marriott Bonvoy members (a free program) can earn points by following these steps:

• Book your SEMA Show hotel through onPeak, the official housing provider. Select a Marriott or MGM property.
• Enter your unique Marriott Bonvoy number in the "Hotel Rewards" section upon check-out. 
• IMPORTANT: Provide your Marriott Bonvoy number again at the front desk during check-in.

 

Fully Flexible Booking

Plans change. There are no change fees and no full prepayment required at the time of booking -- unlike many other booking channels. You can modify or cancel your reservation without penalty through October 8.

 

Easy Group Bookings 

Book your entire group -- large or small -- in real time with immediate confirmations. Reserve rooms now and assign guests later.

 

You can select rooms based on preferred travel dates and manage payments for the full group or assign individual payment methods.

 

A Sustainable Hotel Stay 

The official SEMA Show hotel provider, onPeak, offers resources to support more sustainable travel. View hotel sustainability plans at onpeak.com/sustainability and explore additional travel tips at blog.onpeak.com.

 

The 2026 SEMA Show is set for November 3-6, in Las Vegas. Interested exhibitors can buy a booth and learn more at semashow.com/exhibitor. Attendee and buyer registration opens in Spring 2026; to sign up for notifications, visit here. For more information, visit semashow.com. 

 

By SEMA News Editors

 

 

The exhibitor space rental agreement (ESRA) for the 2026 SEMA Show, November 3-6 in Las Vegas, is open. Exhibitors may still apply, but priority booth selection has concluded.

 

Securing booth space early is the first step toward maximizing ROI at the SEMA Show--an unrivaled opportunity for aftermarket companies to drive sales, meet new customers and elevate brand visibility.

 

Exhibiting at the SEMA Show delivers measurable value for businesses:

 

Increase Brand Awareness

Whether established or emerging, exhibiting at SEMA is a high-impact investment that accelerates brand growth.

"SEMA is a big deal for us," said Melissa Parra of Speedmaster.

 

Connect With Customers

Meet face-to-face with existing customers and build stronger relationships with new buyers on the Show floor.

"It's great, especially for our international folks and all our B2B partners. We get to have that face-to-face time. Those in-person meetings are just invaluable for us," said Cassie Jordy of Bestop.

 

Expand Sales Channels

Open doors to new markets through connections with retailers, distributors and partners across the globe.

"When we first started coming [to the SEMA Show], we were a small company. It’s helped get us in front of buyers that we would not have had that face-to-face opportunity and connection with otherwise," said Tiffanie Hartenstein of Oracle Lighting.

 

Launch New Products

Exhibitors display their latest innovations in front of a massive, engaged audience ready to discover what's next.

"No where else can we get to this many of our dealers and our consumers and show them new products they get to touch and feel," said John Meyers of Kicker.

 

Secure booth space and drive real results at the 2026 SEMA Show.

 

---

 

The booth plotting process is a little different this year. Questions? Read this article or contact SEMA at 240-ASK-SEMA (240-275-7362) or via email at customercare@sema.org.  

 

The 2026 SEMA Show is set for November 3-6, in Las Vegas. Interested exhibitors can buy a booth and learn more at semashow.com/exhibitor. Attendee and buyer registration opens in Spring 2026; to sign up for notifications, visit here. For more information, visit semashow.com.