By Ashley Reyes

SEMA's Student Program, in partnership with the Wheel, Tire, Suspension & Brake Council (WTSBC), will host a webinar to help college students and emerging professionals discover the wide range of career opportunities in the automotive aftermarket. Titled "Beyond the Vehicle: Careers in the Aftermarket," the session will take place on Tuesday, September 15, at 4:00 p.m. PDT/7:00 p.m. EDT on Zoom.

At many colleges and universities, the aftermarket is rarely discussed as a career path. While many students are familiar with vehicle manufacturers, they are often unaware of the extensive ecosystem of companies that design, engineer, manufacture, market and sell aftermarket components. This event will help close that awareness gap by showcasing the wide variety of careers available in engineering, technology, marketing, business and supply chain management.

Speakers for this session include Jaxx Liedel, project engineer at Air Lift Company; Mike Malloy, head of business development and industry relations at Turn 14 Distribution; Kelli Oeste, owner and CEO at V8 Speed & Resto Shop and Make It Count LLC; and Bruce Ronning, president and CEO of Coker Tire. Together, they will share their experiences and demonstrate how the aftermarket offers meaningful and innovative career opportunities.

SEMA members are encouraged to share the webinar registration link with students and industry contacts, including automotive organizations, educators and industry advocates who work with students or support automotive education programs.

Registration is available here.

By Ashley Reyes

SEMA Truck & Off-Road Alliance (TORA) members still have time to register for an upcoming webinar focused on SEMA Garage product development tools and resources. Taking place on Wednesday, September 9, at 10:30 a.m. PDT/1:30 p.m. EDT, "Built for TORA: Discover the Benefits of the SEMA Garage," will cover available professional-grade engineering tools, testing capabilities and regulatory expertise that help members bring products to market fast and with greater confidence.

With facilities in Diamond Bar, California, and Plymouth, Michigan, the SEMA Garage serves as a national product development and validation resource. During the webinar, attendees will hear from SEMA Vice President of OEM and Product Development Jim Moore and SEMA Garage General Manager Ben Kaminsky as they offer a look into product development tools and services available for the truck and off-road industry.

Topics include:

• Advanced vehicle technology and ADAS resources
• Emissions testing and compliance support
• Access to accurate vehicle data
• Measuring sessions
• Training centers

Attendees will also how the SEMA Garage team is dedicated to helping members accelerate innovation, navigate industry challenges and grow their businesses.

As vehicles become more advanced and regulated, this webinar will not only help manufacturers stay product compliant but get ahead of the curve.

 Register today.

By SEMA News Editors

A collaboration between Ram, Ultimate Fighting Championship (UFC), RealTruck and Barrett-Jackson will send two custom Ram trucks to the Barrett-Jackson 2026 Las Vegas Auction to benefit the Folds of Honor Foundation and UFC Foundation. The trucks will cross the auction block as a pair Friday, September 11, at approximately 3:30 p.m. PDT in the West Hall of the Las Vegas Convention Center.

With Barrett-Jackson waiving all fees and commissions, 100% of the hammer price from the sale of both vehicles will benefit the Folds of Honor Foundation, providing educational scholarships to the families of America's fallen or disabled military and first responders. A portion of the proceeds will also benefit Hispanic charities via the UFC Foundation in recognition of Mexican Independence Day weekend.

The two Ram trucks––a one-of-one 2027 Ram 1500 Rumble Bee SRT and a 2005 Ram 1500 SRT-10––are being auctioned on the 25th anniversary of the Sept. 11, 2001, terrorist attacks. As the nation pauses to remember the nearly 3,000 lives lost, the partnership honors the courage and selflessness of first responders, military service members and everyday citizens who answered the call.

UFC President and CEO Dana White will be on the Barrett-Jackson auction block to help drive bids, alongside Barrett-Jackson Chairman and CEO Craig Jackson. In addition to the vehicles, the winning bidder will also receive a VIP UFC Experience to the future event of their choice.

"Barrett-Jackson has a long history of uniting automotive passion with incredible charitable causes," said Craig Jackson, chairman and CEO of Barrett-Jackson. "Partnering with global powerhouses like Ram, UFC and RealTruck allows us to amplify our fundraising efforts."

The unique trucks are custom builds from two generations, each pushing the limits of performance, craftsmanship and customization.

The First Retail Production and Custom One-of-One '27 Ram 1500 Rumble Bee SRT

The '27 Ram 1500 Rumble Bee lineup creates a new performance pickup segment, featuring the industry's only Quad Cab, short-bed, widebody configuration and three available HEMI V8 powertrains. The Rumble Bee SRT is powered by a supercharged 6.2-liter Hellcat HEMI V8 engine that delivers 777 horsepower and 680 lb.-ft. of torque. The truck accelerates from 0 to 60 mph in 3.4 seconds, covers the quarter mile in 11.6 seconds and has a targeted top speed of 170 mph.

The Rumble Bee SRT crossing the Barrett-Jackson auction block will be the first retail-production model built and will receive additional customization to create a one-of-one collector truck. Planned details include:

• Direct Connection 3.0-L supercharger upgrade capable of more than 900 horsepower.
• Direct Connection MagnaFlow stainless-steel cat-back performance exhaust.
• Hand-painted two-tone paint scheme with a Molten Red Pearl-Coat upper body and Diamond Black Crystal Pearl-Coat lower body.
• Custom bedside graphics and Diamond Black Crystal Pearl-Coat fender flares.
• Black center hood stripe.
• Flame Red "RAM" grille badge and Brembo brake calipers.
• Satin-black 22-in. wheels.
• Custom one-of-one center console badge that authenticates the build.
•  

A Pristine Custom '05 Ram 1500 SRT-10 Pickup

The 2005 Ram 1500 SRT-10, customized by RealTruck, is powered by an 8.3-liter, 500-horsepower V10 engine originally found in the Dodge Viper. The truck still holds the Guinness World Record as the "World's Fastest Production Pickup Truck."

Built by ProMotorsports in collaboration with Mark Trostle, vice president of Ram, SRT and Mopar Design, the SRT-10 includes:

• Two-tone paint scheme with a yellow upper body and black lower body.
• Black hood graphics.
• Custom wheels in matching yellow and black.
• Viper-inspired bedside graphics.
• Alea black leather seats with yellow accents.
• RealTruck PowerStep running boards.
• RealTruck Pro X15 soft roll-up tonneau cover.
• Husky Liners floor liners and bed protection.

"Every build tells a story. This one tells three. It's a 2005 truck, the same year UFC's Ultimate Fighter launched under Dana White and this SRT-10 became the inspiration for the new Rumble Bee it's paired with," said RealTruck Inc. Vice President of Marketing Lee Riser. "We took RealTruck's product lineup, Ram's performance DNA and UFC's massive platform, and pointed it all at something bigger: raising real money for Folds of Honor and the UFC Foundation through Barrett-Jackson's stage."

The September 10–12 Las Vegas Auction will be broadcast live on History and FYI, Barrett-Jackson.com and Barrett-Jackson's YouTube channel. To learn more about bidding on these vehicles or attending the event, visit barrett-jackson.com/bidders.

By SEMA News Editors

The Fédération Internationale de l'Automobile (FIA) will bring representatives from 32 Member Clubs across North, Central and South America and the Caribbean to Buenos Aires, Argentina, Aug. 31-Sept. 2 for the FIA American Congress.

Hosted by the Automóvil Club Argentino, the three-day gathering will focus on issues affecting mobility and motorsports across the Americas, including road safety, sustainable transportation, accessibility to motorsports and collaboration among FIA Member Clubs.

Argentina President Javier Milei is scheduled to officially open the Congress.

The event also will recognize FIA Member Clubs for their work in mobility and motorsports. The FIA Innovation Challenge 2026 Regional Champions for Regions III and IV will be announced during the Congress, along with the recipient of the José Abed Award. The award honors the late José Abed, former president of OMDAI and promoter of the Formula 1 Mexican Grand Prix, and recognizes a sporting club that has advanced motorsports participation, knowledge, regional development or the relationship between motorsports and mobility.

"The passion for motorsport and mobility in Argentina runs deep, and this provides a fitting backdrop for these discussions as we consider how to continue strengthening and growing global motorsport, and delivering safer, more affordable, and more sustainable mobility," said FIA President Mohammed Ben Sulayem.

Argentina provides a significant backdrop for discussions about the future of mobility. The country has more than 15 million vehicles and an extensive road network supporting communities, industries and export markets. Its domestic automotive industry, along with increasing adoption of hybrid and electric vehicles, is helping shape the country's transportation landscape.

For more information, visit the FIA website.

Image courtesy of FIA

By SEMA News Editors

Across the country, local race tracks are facing pressure from noise complaints, nuisance lawsuits and development encroaching on established motorsports facilities. As tracks fight to stay open, more states are considering legislation aimed at protecting them from those challenges.

According to a SEMA report, roughly a quarter of operating motorsports facilities have closed over the past 25 years. The issue is receiving increasing attention from state lawmakers, with four states having enacted "Right to Race" laws and similar legislation advancing in others. (Learn more at sema.org/right-to-race and get involved at semahq.org/campaigns/right-to-race.)

A recent PBS News Hour report takes a closer look at the issue, visiting Shenandoah Speedway in Page County, Virginia, speaking with the track manager Chris Lilly, racers and fans about the challenges of keeping motorsports facilities open.

PBS also connected with Joshua Vadeboncouer, assistant professor at Gardner-Webb University, who shared his perspective on nuisance laws from neighboring communities. "The track didn't necessarily move close to neighborhoods; Neighborhoods gradually moved closer to the track," he said, pointing out that nuisance lawsuits can be detrimental to tracks.

Doug Bresnahan, managing director of PRI, said, "The tracks were there first; they should have the right to operate."

Watch now: See how track owners, racers and industry leaders are working to protect local motorsports facilities––and why "Right to Race" laws are gaining momentum across the country.

Feed image courtesy of PBS News Hour, YouTube

By SEMA News Editors

Valvoline, the lubricant brand currently located in Lexington, Kentucky, is planning to open a new global headquarters in Cincinnati, Ohio, the company announced. 

The company's current base in Lexington, Kentucky, will remain its central hub for operations in the United States, Canada and Latin America, and will continue to employ more than 400 people.

The company's new global headquarters will be located in downtown Cincinnati, where it expects to invest in a complete revitalization of the 50,000 sq. ft. it will occupy. The move positions executive leadership and global functions minutes away from the company's largest production facility while also providing the space, infrastructure and connectivity necessary for the company's continued growth, Valvoline representatives said. The new space will be designed to accommodate up to 120 employees.

"Today marks an important moment for our company," said Jamal Muashsher, president and chief executive officer of Valvoline Global Operations. "Expanding our presence in Cincinnati and creating our Americas Hub in Lexington provides the space for our teams to better collaborate, innovate and operate more effectively, which will ensure we continue providing top-tier support for our customers worldwide."

The planned renovation and transition to the new global headquarters will happen over the coming months, with the new facility expected to open in the spring of 2027.

For more information, visit valvolineglobal.com.

Image courtesy of Shutterstock | Sean Pavone

More Practical: The BMW i3 Touring

BMW has begun testing prototypes of the upcoming i3 wagon, likely to be called the "Touring" when it reaches markets in late 2027. A spy photographer caught the new model testing in bad weather at Germany's Nürburgring.

The front design of the Touring will be identical to the i3 sedan, but everything behind the B-pillars will change, including the rear doors, taillights and bumper. The same approach carries over to the interior: The dashboard and front and rear seats are identical to those in the sedan, while the luggage compartment is slightly larger, making the wagon more practical overall.

Expected to arrive as the i3 Touring 50 xDrive, the wagon will reportedly produce 463 hp from electric motors mounted on both axles. Its 800-volt architecture supports vehicle-to-load, vehicle-to-home and vehicle-to-grid charging. When the i3 needs to replenish its own battery, 400-kW DC fast charging can reportedly add up to 559 miles (900 kilometers) of range through a standard NACS port.

High-Performance, Electric Crossover: The Mercedes-AMG GLA EQ

At the end of July, Mercedes-Benz unveiled the standard GLA in full. The AMG division therefore has little reason to keep its performance GLA variant under heavy camouflage. A recent encounter shows the upcoming Mercedes-AMG GLA Electric with only light camouflage covering the front, rear and side skirts, where most of the aerodynamic upgrades are located.

The sportier front lip spoiler and traditional AMG grille are already visible, particularly after the recent debut of the AMG CLA 45. The side skirts appear to be wider, explaining the camouflage. At the rear, the prototype features several AMG-specific modifications, including a typical AMG diffuser and larger roof spoiler. The headlights are left exposed, indicating that they will carry over unchanged from the standard model.

Like its sedan counterpart, the AMG GLA Electric will use the MMA architecture rather than a dedicated AMG platform, with modifications intended to justify the AMG treatment. Those changes include a three-motor setup using axial-flux motors. If the AMG CLA 45 is any indication, the GLA could produce a similar 500 kW, or approximately 671 hp.

The AMG GLA prototype also retains the solid brake rotors seen on the AMG CLA 45. The crossover's taller, heavier body could have justified drilled rotors, but the additional weight apparently isn't enough to require them. The three performance motors also can provide significant regenerative braking, reportedly up to 300 kW.

The 0-to-62-mph acceleration time is expected to be impressive, although it will likely be slightly slower than the 2.7-second time reported for the AMG CLA 45. Thanks to its 800-volt architecture, the Mercedes-AMG GLA Electric will be able to recharge quickly after hard use on a racetrack. A 10%-to-80% charge is expected to take 22 minutes when connected to a DC fast charger capable of at least 442 mph or 330 kW.

Story and photos by Andreas Conradt, Automedia

By SEMA News Editors

Limited spots remain for September's SEMA Garage Diamond Bar AUTEL ADAS trainings, with an exclusive third day available.

As demand for advanced driver assistance system (ADAS) expertise continues to rise, SEMA Garage is once again partnering with AUTEL to deliver hands-on, in-depth training designed to keep repair professionals ahead of rapidly evolving vehicle technology. These highly sought-after sessions focus on ADAS fundamentals, calibration techniques and proper reporting practices--skills that are becoming increasingly critical as more ADAS-equipped vehicles enter the market.

The next opportunity to participate in this training takes place at SEMA Garage Diamond Bar, where space is limited and registration is filling quickly. SEMA Garage Diamond Bar will host its next AUTEL ADAS training session on Tuesday, September 1, and Wednesday, September 2, with an optional expanded third day of training on Thursday, September 3, at the facility located at 1577 Valley Vista Dr., Diamond Bar, CA 91765. (View on Google Maps). 

For attendees looking to take their training even further, SEMA Garage now offers an exclusive expanded third day of instruction. The optional Day 3 on September 3 builds on the two-day curriculum by applying diagnostics, decision-making and liability awareness to real-world ADAS calibration scenarios. Rather than standalone lectures, participants work through hands-on exercises designed to reinforce confidence and accuracy in the field. To participate, select the "3-Day" option when registering on the Autel website. Note: The "Day 3" option requires an additional fee. 

How to Reserve Your Spot 

👉 Reserve your spot now at the Autel Academy website by: 

• Visiting autel.us/autel-academy.
• Select ADAS TRAINING.
• Navigate to the "California" tab, and click REGISTER.

Previous SEMA Garage AUTEL training sessions sold out quickly, and organizers encourage early registration, especially for the limited-capacity Diamond Bar event.

Want more details? Read a recap article here, or reach out to Autel via email to academy@autel.com or visit autel.us/autel-academy for details.

By Ashley Reyes

The SEMA Truck & Off-Road Alliance (TORA) named Hollie Fowler, owner of Seattime Syndicate, as the council's newest spotlight member. Get to know Fowler in her interview with SEMA News below. 

SEMA News: What inspired you to pursue a career in the truck and off-road industry? 

Hollie Fowler: What inspired me most was the incredible community behind the industry. I saw people from all walks of life coming together through a shared love of building, modifying and pushing their vehicles to new limits. That energy was contagious.

SN: Why did you join the TORA council?

HF: I joined because I believe the future of the off-road industry depends on strong leadership, collaboration and willingness to bring new perspectives to the table. Through Seattime Syndicate and MischiefMakerTV, I've had the opportunity to connect with enthusiasts, builders, manufacturers and business owners across the industry, and I've seen firsthand how important it is to advocate for our community.

Most importantly, I joined because I believe in giving back. The off-road community has given me incredible experiences, relationships and opportunities throughout my career, and serving on the TORA SEMA council is a way for me to contribute to the continued success of an industry that I care deeply about.

SN: What's the best piece of advice you've ever been given?

HF: The best advice I've ever been given is: "Don't wait until you're ready."

There will always be a reason to wait for perfect timing, more experience or more confidence. But I've learned that growth happens by doing, not by waiting. Some of the best opportunities in my life and career came from taking action before I felt completely prepared and trusting that I could figure things out along the way.

SN: What is your daily driver?

HF: A '15 Toyota Tacoma.

SN: What was the first vehicle you modified?

HF: A '17 Jeep Wrangler.

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 Denise Aquino, SEMA Market Research

According to the 2026 SEMA Market Report, the specialty sports-car aftermarket is valued at $2.97 billion, with 24% of owners modifying their vehicles. By comparison, only 12% of CUV owners invest in aftermarket upgrades.

From commercials and internet pop-up ads to auto shows and everyday driving, the types of vehicles we see have shifted over the last 20 years.

Not long ago, ads highlighted the latest performance car driving on a racetrack. Today, those spots are more likely to feature a crossover utility vehicle (CUV) barreling down a dirt road in a scene that looks straight out of a national park.

OEM product lineups further tell the story of how the market has moved away from cars. Brands invested in CUVs, expanding the segment to 260 models, while many performance cars were phased out over the past two decades.

Today, CUVs represent roughly one-third of vehicles on the road––a dramatic shift from a segment that was virtually nonexistent 20 years ago. And this meteoric rise in CUV sales has come at the expense of traditional cars: Today there are 20 million fewer cars on the road compared to 10 years ago.

Looking ahead, however, the market may be shifting again.

Automakers are rethinking product strategies, and one segment poised for renewed investment is performance-oriented cars.

At the same time, companies such as Ford, GM, Stellantis and Toyota are increasing their involvement in motorsports, signaling a renewed focus on performance.

And it is not just future product plans that signal a renewed interest in cars. Car and Driver published its list of “winners and losers” in auto sales in Q2 2026, and sedans are experiencing a comeback. Some cars racking up sales include:

• Honda Accord up 42%
• Acura Integra up 57%
• Hyundai Sonata up 31%
• Ford Mustang up 22%
• Toyota Camry up 19%

A Further Look: General Motors

General Motors (GM) ended production of the Camaro after the ‘24 model year, disappointing enthusiasts worldwide. However, auto analysts suggest the model could return for model-year ‘28, potentially built on the Cadillac CT4/CT5 platform and offered in a four-door configuration. If it does happen, the next-gen Camaro is expected to feature a turbocharged inline-four-cylinder engine with both rear- and all-wheel-drive options. There is even speculation that Buick may receive a variant. Keep in mind that GM has not confirmed the speculation that these vehicles will be hitting the market.

GM is, however, definitely expanding the Corvette lineup. The ‘27 Corvette Grand Sport X variant features all-wheel drive, an LS6 engine and an 8-speed dual-clutch transmission; in short, very performance-forward.

A Further Look: Stellantis

Dodge CEO Matt McAlear stated there is “absolutely” a market for an affordable performance car priced under $30,000, emphasizing the need for “style, attitude and performance.” There is also speculation that Dodge could revive the Cuda nameplate, supported by a trademark filing in 2017.

In the near term, the ‘27 Dodge Charger will receive a new gasoline-powered SIXPACK engine from Stellantis’ Hurricane engine family.

A Further Look: Ford

Ford had largely exited the car market, leaving the Mustang as its only remaining car. The automaker does continue to invest in the Mustang and offers seven different variants, though.

And now, we can expect more as Ford showed dealers a four-door Mustang that would go from 0-60 mph in less than four seconds and would be priced under $40,000. There were no details indicating when the vehicle would be introduced.

Other Notable OEM Developments

Infiniti announced that it will reintroduce the Q50 in 2027, powered by a 400-hp twin-turbo V6 paired with a manual transmission, based on the Skyline sold in Japan.

Subaru Japan announced that it is reviving several manual-transmission models, including a WRX variant, BRZ and a five-door hatchback. U.S. availability would generate strong enthusiast demand––but has not been confirmed.

Audi unveiled the Nuvolari, a successor to the R8, a nearly 1,000-hp hybrid hypercar. Production will be limited to 499 units globally, priced from $500,000 to $686,000.

Market Opportunity for Performance Sedans in 2026

Analysts see opportunity in the underserved car segment. Last year, around 8 million CUVs and SUVs were sold in the U.S. If sedans capture just 5% of that volume, it will translate to roughly 400,000 additional units in the near term.

According to the 2026 SEMA Market Report, the specialty sports-car aftermarket is valued at $2.97 billion, with 24% of owners modifying their vehicles. By comparison, only 12% of CUV owners invest in aftermarket upgrades.

For aftermarket companies, a resurgence in performance cars could drive increased demand for accessories, tuning and styling enhancements––creating meaningful new revenue opportunities.

What's New with SEMA Market Research?

For the latest on the size and scope of the specialty-equipment market, download the 2026 SEMA Market Report. SEMA members can download the report for free at sema.org/research.

Industry members are also highly encouraged to participate in the SEMA State of the Industry Survey to ensure your point of view is reflected in future SEMA Market Research reports.