By SEMA News Editors

 

Toyota Motor North America Announces Executive Changes

 

Chris Yang, left, and Liz Gibson, right.

 

Toyota Motor North America has announced executive changes.

 

Chris Yang, senior vice president of enterprise strategy and solutions, will expand his responsibilities to include chief legal officer and Enterprise Integrity. Yang will continue in his roles as deputy chief compliance officer and deputy chief risk officer for Toyota Motor Corporation (TMC), and Yang's appointment as chief legal officer is consistent with TMC's vision of a globally aligned legal, compliance and risk team. In this role, he will oversee the company's legal, compliance and audit functions.

 

Liz Gibson, group vice president and general counsel, will assume the roles of group vice president of regulatory affairs and environmental sustainability, corporate secretary, and chief sustainability officer, reporting to Yang. In this role, Gibson will lead Toyota's U.S.-based corporate sustainability strategy and oversee regulatory policy and compliance.

 

Kim Cockrell, senior vice president, chief human resources and administrative officer, will take on additional responsibilities for sustainability and community impact, as well as corporate security and emergency management.

 

Sandra Phillips, senior vice president of enterprise integrity, chief legal officer, corporate secretary and chief sustainability officer, will retire effective July 31. Throughout her tenure, Phillips played a critical role in strengthening Toyota's legal, regulatory, compliance and sustainability functions, helping guide the company through a dynamic policy and business environment.

 

Tom Stricker, group vice president of regulatory affairs and environmental sustainability, will retire effective June 30, following a long and impactful career advancing Toyota's regulatory, environmental and sustainability initiatives. His leadership has been instrumental in shaping the company's environmental strategy and strengthening stakeholder partnerships, says Toyota.

 

"These leadership changes reflect both our deep bench of talent and our commitment to continuity as we build for the future," said Ted Ogawa, president and CEO of Toyota Motor North America. "We are grateful to Sandra and Tom for their many contributions and look forward to the continued impact of Chris, Liz, Kim and the broader team."

 

 

Jeep Wrangler America250 Edition Lights Up the Red, White and Blue

 

 

Few vehicles embody the American spirit quite like the iconic Jeep Wrangler. From battle grounds to muddy trails, from city streets to mountain passes, Jeep Wrangler has long been a symbol of freedom and rugged capability. That legacy takes center stage with the introduction of the Jeep Wrangler America250 edition, the seventh drop in the brand's Twelve 4 Twelve Wrangler campaign, and a powerful celebration of red, white and blue pride ahead of the country’s 250th anniversary of freedom.

 

"The Jeep Wrangler America250 is built the Jeep way, rooted in Willys heritage, engineered for real-world capability and unapologetically proud of the freedom that the Jeep brand represents," said Bob Broderdorf, CEO, Jeep brand. "Trail proven from the factory floor, this special edition pairs bold American design with authentic off-road performance, celebrating Wrangler’s legacy as America turns 250."

 

The Wrangler America250 edition marks the nation's 250th anniversary. Recognized consecutively for a quarter century as one of "America's most patriotic brands," this Jeep Wrangler brings the celebration to life through unmistakable visual storytelling, honoring America's past while expressing an enduring spirit of freedom.

 

Designed as a moving tribute to American heritage, the Jeep Wrangler America250 features classic color blocking and graphic elements influenced by decades of Jeep history and its American roots. Patriotic graphics, Steel Oxide wheels, Jean Blue seats and soft-top, plus expressive red accents, combine to create a visually striking Wrangler special edition.

 

Exterior features include:

• Exclusive Bright White exterior highlighted by an America250 fender badge, commemorating the nation’s semi‑quincentennial.
• Jean Blue soft-top paired with 17‑in. steel oxide wheels in deep blue, creating a modern, denim‑inspired contrast that nods to classic Jeep utility roots.
• 33-in. BFGoodrich All‑Terrain tires with gray and black Willys‑inspired wheel caps, blending confident off‑road capability with timeless military design cues.
• Steel rock rails and red front and rear tow hooks, delivering authentic trail protection with high‑contrast, functional styling.
• Body‑color fender flares and gloss black fog lamp bezels integrated into the front bumper for a clean, cohesive profile.
• Standard LED headlamps and fog lamps.

 

The Jeep brand and Marvel also joined forces to deliver a special design element to the Jeep Wrangler that brings a heroic twist to this American icon, with a Captain America shield tire cover. Additionally, a Marvel comic book with an exclusive limited-edition cover, featuring Captain America and the Jeep Wrangler America250 edition, will come with the purchase of each vehicle.

 

Inside, the Wrangler America250 combines bold, American‑inspired design with the durability Wrangler owners depend on. Built on the proven Willys interior foundation, the cabin delivers heritage‑driven details and confident red, white and blue accents, all without compromising trail‑ready purpose.

 

 

Interior highlights include:

• Exclusive Jean Blue cloth seats and an America250 Velcro seat-back patch for owner personalization.
• Jean Blue instrument panel mid bolster with tri‑color red, silver (white) and blue accent stitching, echoed throughout the cabin.
• Unique tri‑color‑stitched steering wheel, red seat belts and recline straps, and red-and-silver‑stitched transmission and transfer case boots add high‑impact contrast.
• Anodized carbon vent and steering wheel bezels elevate the interior’s technical look.
• Mopar all‑weather floor mats, America250 debossed leather key chain with American flag motif and an America250 swing gate plaque reinforce the commemorative story.

 

The new '26 Jeep Wrangler America250 will begin arriving at dealerships this summer, with a starting MSRP of $2,095 on top of a comparably equipped model.

 

Honda Racing Corporation USA Showcases New Honda Performance Parts and 2026 Passport TrailSport HRC Concept

 

 

Honda Racing Corporation USA, the North American racing arm for both Honda and Acura, will showcase experimental HRC‑designed components that demonstrate the brand's growing commitment to adventure and overlanding capability at six overlanding events around the country.

 

The HRC display will feature a '26 Passport TrailSport HRC Concept equipped with functional performance upgrades, protective hardware, enhanced lighting, utility accessories and distinctive HRC styling beginning at Overland Expo West, which runs May 15-17 in Flagstaff, Arizona, and where HRC is also a title sponsor.

 

HRC will display the Passport along with Honda powersports products and a line of HRC merchandise available exclusively at the overlanding shows. The Passport TrailSport HRC Concept is designed to illustrate how HRC's motorsports expertise can elevate a production vehicle far beyond its factory capability.

 

"The HRC Passport concept is an example of how we’re exploring potential applications of HRC performance DNA beyond traditional motorsports," said Rob Ray, general manager of Performance Parts, HRC US. "Honda and HRC are committed to the overlanding and off-road space, and we're continuing to evaluate how that could show up in future products."

 

The TrailSport HRC Concept, which originally debuted at the 2025 SEMA show in Las Vegas, is a bold take on the '26 Honda Passport, already the most capable off-road Honda vehicle to date. It features innovative HRC performance and capability parts, functional accessories and unique styling to elevate it to new levels of performance. Engineered for off-road terrain and overlanding exploration, this concept vehicle features a comprehensive suite of enhancements across performance, protection, lighting and utility.

 

Trail-ready performance and protection modifications include:

• Redesigned lower front and rear bumpers to improve approach and departure angles.
• Extended aluminum skid plates and additional underbody protection to safeguard critical components, including the center bearing, prop shaft and rear drive unit.
• New front and rear dampers.
• One-off exhaust system.
• 60mm suspension lift combined with a 1-in. increase in tire diameter for improved ground clearance.
• Wider rock sliders that can act as side steps.
• Swing-out fullsize spare tire carrier.

 

Additional utility features are extensive, with enhanced lighting being a key focus of the concept. The SUV features upgraded fog lights, side camp lights, a rooftop light bar, ditch lights and rear chase lights, all run by a custom multi-zone lighting control system. HRC developed a low-profile roof rack equipped with a side canopy and added a rooftop tent to highlight the vehicle’s overlanding capabilities. The concept includes an 8,000-lb. winch and an integrated rear air compressor.

 

The thoroughly upgraded interior is highlighted by exclusive HRC blue Alcantara inserts with HRC branding, a refrigerator and multiple new HRC accessory mounting panels throughout the vehicle.

 

The Passport rolls on prototype wheels and is finished in a matte thermal orange with a blackout roof. This purpose-built off-road machine is designed to elevate the Passport’s adventurous abilities and show a potential direction for an HRC Passport.

 

Learn more in the Honda Racing announcement.

 

Acura, Honda Announce Partnered Accessories Expand Customization Choices, Brings Trusted Third-Party Brands Into the Dealership Purchase Process

 

Acura has launched Acura Partnered Accessories, expanding customization options for Acura clients by integrating popular products from trusted third‑party brands directly into the vehicle purchase process. Acura Partnered Accessories broadens the already robust portfolio of Acura Genuine Accessories, creating a seamless, one‑stop buying experience at Acura dealerships nationwide—making it easier and more convenient for customers to increase the appearance, function and capability of their Acura vehicle at the point of purchase.

 

Honda also announced its own similar program: Honda Partnered Accessories, a new accessory line and initiative that adds a scalable accessory ecosystem alongside Honda Genuine Accessories, created to grow and adapt as customer needs and vehicle trends evolve.

 

Get the complete details in the Acura announcement and in the Honda announcement.

 

 

Background image courtesy of Shutterstock | Buntoon Rodseng

 

From the SEMA Washington, D.C., office

 

 

SEMA is mourning the passing of former U.S. Representative Bill Posey (R-FL), a longtime racer, classic car enthusiast and champion of the specialty automotive aftermarket industry and the millions of Americans who love to modify and customize their vehicles. 

 

As the longtime co-chair of the bipartisan Congressional Automotive Performance and Motorsports Caucus, Rep. Posey fought on behalf of those who rely on their cars as a means for personal liberty, prosperity and economic freedom.  

 

"We are deeply saddened by the passing of our friend, Rep. Bill Posey," said SEMA CEO Mike Spagnola. "His passion for racing and American car culture was matched only by his deep desire to stand up for common-sense policies during his eight terms in the U.S. House of Representatives. Rep. Posey was a true friend of SEMA and PRI for more than three decades, dating back to his days serving in the Florida State Legislature. Our deepest condolences go out to Katie and the entire Posey family."

 

 

Rep. Posey was always there to help address the challenges facing the American car community and was a leading voice in Congress to protect Americans' right to modify their race cars with performance parts and to drive the vehicles of their choice. He will forever be remembered by SEMA, PRI and its members for his public service, passion for racing and his classic cars, and devotion to his constituents.  

 

Read more about Rep. Posey and his deep connections to motorsports.

 

For more information, visit sema.org.  

 

Feed image background courtesy of Shutterstock

 

From the SEMA Washington, D.C., office

 

The U.S. Bureau of Land Management (BLM) has proposed reopening approximately 246 miles of trails for motorized access of the iconic San Rafael Swell and San Rafael Desert travel management areas in Utah. It's critical right now that the motorized off-road community advocate for reopening routes that were closed or restricted in previous travel management plans (TMPs).
 

• Click here to review the BLM's proposed travel management plans (TMP) for the San Rafael Swell and San Rafael Desert and click here to submit a comment to the agency by June 8, 2026.
   

The San Rafael Swell in South Central Utah is one of the most beloved motorized recreation areas in the country. People come from all over the country to ride, camp, explore, race, overland and experience a part of the West that still offers a true backcountry recreation experience. The area also supports local businesses, tourism, events and rural communities that rely on outdoor recreation.
 

Like many public land areas across the West, the Swell also presents real management challenges. Balancing recreation access, conservation concerns, cultural resources and increasing visitation is not simple, and that balance is exactly what travel management planning is intended to address.

 

ORBA and SEMA commend the BLM for revisiting previous route decisions in the TMPs. The agency's efforts to reopen these trails for motorized access reinforce something that many in the off-road community sometimes forget: land management processes are ongoing, and public participation will help to shape the outcome.
 

Travel management decisions increasingly shape where people can ride, recreate and hold events on public land. These plans have long-term impacts on recreational access and the businesses and communities connected to it. Accordingly, it is important for recreation users, clubs, race organizations, businesses and advocates to stay engaged and participate in these discussions when opportunities arise. Constructive public input that is respectful, route-specific and grounded in actual recreation use helps BLM and other agencies better understand how these areas are being used and why they matter.
 

The off-road community has always been strongest when it combines advocacy with stewardship. Most riders and recreation users understand that continued access depends on responsible use, strong partnerships and staying involved in the process.
 

ORBA and SEMA support balanced, practical land management approaches that recognize both the importance of protecting public lands and the value of continued motorized recreation access.
 

The San Rafael Swell is an important recreation area, and this comment period gives the public another opportunity to help shape its future.

From the SEMA Washington, D.C., office

 

The U.S. Bureau of Land Management (BLM) has proposed reopening approximately 246 miles of trails for motorized access of the iconic San Rafael Swell and San Rafael Desert travel management areas in Utah. It's critical right now that the motorized off-road community advocate for reopening routes that were closed or restricted in previous travel management plans (TMPs).
 

• Click here to review the BLM's proposed travel management plans (TMP) for the San Rafael Swell and San Rafael Desert and click here to submit a comment to the agency by June 8, 2026.
   

The San Rafael Swell in South Central Utah is one of the most beloved motorized recreation areas in the country. People come from all over the country to ride, camp, explore, race, overland and experience a part of the West that still offers a true backcountry recreation experience. The area also supports local businesses, tourism, events and rural communities that rely on outdoor recreation.
 

Like many public land areas across the West, the Swell also presents real management challenges. Balancing recreation access, conservation concerns, cultural resources and increasing visitation is not simple, and that balance is exactly what travel management planning is intended to address.

 

ORBA and SEMA commend the BLM for revisiting previous route decisions in the TMPs. The agency's efforts to reopen these trails for motorized access reinforce something that many in the off-road community sometimes forget: land management processes are ongoing, and public participation will help to shape the outcome.
 

Travel management decisions increasingly shape where people can ride, recreate and hold events on public land. These plans have long-term impacts on recreational access and the businesses and communities connected to it. Accordingly, it is important for recreation users, clubs, race organizations, businesses and advocates to stay engaged and participate in these discussions when opportunities arise. Constructive public input that is respectful, route-specific and grounded in actual recreation use helps BLM and other agencies better understand how these areas are being used and why they matter.
 

The off-road community has always been strongest when it combines advocacy with stewardship. Most riders and recreation users understand that continued access depends on responsible use, strong partnerships and staying involved in the process.
 

ORBA and SEMA support balanced, practical land management approaches that recognize both the importance of protecting public lands and the value of continued motorized recreation access.
 

The San Rafael Swell is an important recreation area, and this comment period gives the public another opportunity to help shape its future.

By SEMA News Editors

 

 

Planning for this year's SEMA Show, November 3-6, Las Vegas, is well underway, but it's not too late for interested buyers, media members, attendees and related automotive aftermarket professionals to register for credentials online at the lowest rate ($50 per badge) until prices increase after June 26.

 

For those who have already registered, there are several action items to help maximize your SEMA Show ROI, including: 

• Booking your hotel in the official SEMA Show block, guaranteed with the best possible rates in Las Vegas (with price matching, select hotel loyalty rewards and more).

• Witnessing the 2026 Show floor come to life.

• Visiting semashow.com to view Show information, including event hours, and browse new products from exhibitors.

• And reliving the best of the most recent SEMA Show with the SEMA Live Presented by Autoone broadcast, featuring the latest builds and trending products and can't-miss iconic interviews and high-energy demos:
 

SEMA Show Recap: Tuesday, November 4

  

 

SEMA Show Recap: Wednesday, November 5

  

 

SEMA Show Recap: Thursday, November 6

  

 

SEMA Show Recap: Friday, November 7

  

 

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 is now open online. For more information, visit semashow.com. SEMA Fest has been confirmed for Friday, November 6, and industry members will get the lowest rate on tickets through the registration portal and Attendee Resource Center. Sign up for updates at semafest.com.   

 

By SEMA News Editors

SEMA Garage's new partnership with BigRep America is bringing large-format 3D printing capabilities to members at the Diamond Bar, California, facility.  

 

It's no secret that desktop 3D printing is now a standard fixture in many product development workflows. The harder challenge for manufacturers is what happens when the part you need is too large to print in one piece. Traditional manufacturing can fill that gap, but tooling costs and lead times make low-volume production difficult to justify. Industrial large-format 3D printing, now available to SEMA members in SoCal, solves both.
 

Join SEMA Garage and BigRep on Tuesday, June 23, for a lunch-and-learn on large-format additive manufacturing at the SEMA Garage facility in Diamond Bar, California. This half-day session covers the three areas that matter most when evaluating large-format additive manufacturing for your operation.

 

• When Large-Format Makes Sense: When and why it makes sense to move from desktop to large-format--and what the real use cases look like.
• Designing for Additive Manufacturing: Designing parts that take full advantage of the format and the mistakes most teams make early on.
• Materials and Applications: How to choose the right material for common manufacturing applications so you can avoid costly trial and error.

 

Attendees can expect live demonstrations with the BigRep STUDIO.2 and direct access to the experts from BigRep for questions specific to your operations. The SEMA Garage team will be on hand to discuss how their product development services can support your work.

 

 

3D Additive Manufacturing Lunch-and-Learn:
Date: Tuesday, June 23
Time: 12:00 p.m.–4:00 p.m.
Location: SEMA Garage, 1577 Valley Vista Dr., Diamond Bar, CA 91765

 

Attendance is free. Space is limited--register to hold your spot.

 

SEMA Membership offers real savings, real benefits and real tools to help your business grow, like access to the countless SEMA Garage services and much more. Join SEMA today at sema.org/membership-business. 

 

 By SEMA News Editors

 

The automotive aftermarket is entering a new phase––less volatile than the pandemic years, but no less complex.

 

The "2026 SEMA Future Trends and Industry Update" offers a clear-eyed look at what's changing across the economy, vehicle landscape and consumer behavior––and what it all means for automotive aftermarket businesses.

 

This article highlights some key takeaways, but it only scratches the surface. The full report dives deeper with data, forecasts and analysis designed to help businesses plan what's next.

 

 

A Return to "Normal"––But a Different Normal

 

After years of disruption, the specialty-equipment industry is stabilizing. Sales have reached $52.65 billion, with growth expected to settle into a more typical 3%–4% annual pace.

 

That doesn’t mean things are going back to the way they were.

 

Consumer demand remains strong, but it's navigating higher prices, elevated borrowing costs and ongoing uncertainty around tariffs and inflation. For aftermarket businesses, this creates a more balanced––but more competitive––environment.

 

What it means: Companies that focus on value, differentiation and service will be better positioned as the market normalizes.

 

The Consumer Balancing Act

 

Today's consumers are still spending––but not evenly.

 

On one end, affluent buyers continue to invest in premium upgrades and personalization. On the other, cost-conscious consumers are prioritizing essential maintenance and lower-cost improvements.

 

What it means: Successful businesses will need to serve both sides––offering premium innovation alongside practical, value-driven solutions.

 

Trucks, CUVs and an Aging Fleet Drive Opportunity

 

The vehicles Americans drive continue to define the aftermarket.

 

• Light trucks and CUVs now account for more than 80% of new-vehicle sales.
• The total vehicle on the road has surpassed 295 million vehicles––and continues to grow.
• Vehicles are staying on the road longer than ever.

 

That combination is powerful.

 

A larger, older fleet translates directly into increased demand for repair, maintenance and personalization––core strengths of the aftermarket.

 

What it means: Product development and fitment strategies that align with trucks, crossovers and aging vehicles will remain critical.

 

EVs Slow, Hybrids Surge, ICE Stays Relevant

 

Electrification is still evolving––but not as quickly or as predictably as once expected.

• Electric vehicle (EV) adoption is slowing amid cost concerns and infrastructure challenges.
• Automakers are recalibrating investments.
• Hybrids are gaining traction as a practical middle ground.

 

Meanwhile, internal combustion engine (ICE) vehicles will remain a dominant force for years to come.

 

What it means: The aftermarket doesn't need to pivot overnight. ICE products remain essential, hybrid opportunities are growing and EV strategies can be more measured.

 

Financing Is Changing Ownership Cycles

 

Higher interest rates are reshaping how––and whether––consumers buy vehicles.

• New-vehicle rates hover around 7.6%.
• Used-vehicle rates are even higher, around 11.4%.
• Monthly payments exceeding $1,000 are increasingly common.

 

At the same time, tighter lending standards are pushing more buyers out of the new-vehicle market.

 

What it means: Vehicle owners are holding onto vehicles longer—creating sustained demand for aftermarket parts, upgrades and services.

 

ADAS: Opportunity Meets Complexity

 

Advanced driver assistance systems (ADAS) are no longer optional––they’re becoming virtually standard.

 

From automatic emergency braking to lane-keeping systems, these technologies are rapidly expanding across the vehicle fleet, with additional regulations on the horizon.

 

But they also introduce new challenges. Even small modifications––lift kits, bumpers, lighting––can affect sensor performance, and there's still no universal standard across OEMs.

 

What it means: Aftermarket companies must invest in understanding ADAS integration, calibration and testing. Resources like SEMA Garage in Diamond Bar, California, and Detroit are becoming essential tools for navigating this complexity.

 

A Market Full of Opportunity––If You Know Where to Look

 

Despite economic pressures and industry shifts, the fundamentals remain strong. Key opportunities include:

• A growing truck and CUV market.
• An aging vehicle fleet.
• Continued enthusiast engagement––especially among younger consumers.
• Expanding hybrid adoption.
• New product categories shaped by ADAS.

 

At the same time, challenges––from tariffs to technician shortages––require strategic planning and adaptability.

 

Get the Full Picture

 

The "2026 SEMA Future Trends and Industry Update Report" delivers far more than high-level insights. Inside, you'll find:

• Detailed charts and forecasts.
• Consumer behavior analysis.
• Segment-specific data.
• Deeper dives into the trends shaping your business.

 

In a market defined by change, staying informed isn't optional––it's a competitive advantage.

 

Access the full report to see what's next for the automotive aftermarket––and how to prepare for it.

 

 

SEMA's Market Research team provides information and insight to help SEMA members and the specialty auto aftermarket industry make better business decisions. Its focus is on providing reports, data and consultation to help companies understand the current market and state of consumers. Learn more at sites.sema.org/market-research.

 

SEMA Membership offers real savings, real benefits and real tools to help your business grow, including access to the valuable SEMA Market Research reports. Join SEMA today at sema.org/membership-business. 

 

From the SEMA Washington, D.C., office

 

 

Nearly 120 advocates––including SEMA and PRI members, content creators, industry partners and a few automotive celebrities––brought action to our nation's capital last week to advocate for the automotive aftermarket, motorsports parts and off-road industries. 

 

The 2026 SEMA & PRI Washington Rally was the organization's largest ever advocacy event, uniting manufacturers, influential voices, builders, racers, retailers, track operators, industry leaders and more from across the country to advocate for policies that protect automotive customization, innovation, motorized access to public lands and provide tax certainty to race tracks. 

 

The Washington Rally continues to be the specialty automotive aftermarket's most important advocacy event, underscoring the value of direct engagement between industry leaders and policymakers. Rally attendees participated in more than 110 meetings on Capitol Hill and met with key executive branch agencies, including the National Highway Traffic Safety Administration (NHTSA), the U.S. Bureau of Land Management (BLM), the U.S. Department of Education, and the U.S. Department of Veterans Affairs. 

 

During their Hill meetings, SEMA and PRI members provided congressional staffers with firsthand perspectives on important bills that would positively impact both their companies and the automotive aftermarket, off-road and motorsports parts industries. Participants discussed topics ranging from protecting the right to modify vehicles and legislation preserving access to public lands to creating long-term tax certainty for motorsports facilities and supporting small businesses that drive innovation throughout the industry. 

 

The kick-off dinner featured remarks from EPA Administrator Lee Zeldin, who discussed his priorities, the EPA's efforts to eliminate EV mandates, and the agency's support for the automotive aftermarket industry. Administrator Zeldin's speech marked the first time a member of the President's Cabinet has spoken at a SEMA and PRI Washington Rally.  

 

The dinner also featured noted automotive personalities Chris Jacobs and Cristy Lee, who led a conversation with Eric Schmitz, the Coalition's director for speaker of the House Mike Johson (R-La.), and Katie Phillips, executive director of the House Blue Dog Coalition. 

 

Between House and Senate meetings, SEMA and PRI Rally attendees had lunch at the exclusive Capitol Hill Club, with Rep. Richard Hudson (R-N.C.), the chairman of the National Republican Congressional Committee, serving as the keynote speaker. 

 

For more information, or to sign up for SEMA Advocacy updates, visit semahq.org. 

From the SEMA Washington, D.C., office

 

 

Nearly 120 advocates––including SEMA and PRI members, content creators, industry partners and a few automotive celebrities––brought action to our nation's capital last week to advocate for the automotive aftermarket, motorsports parts and off-road industries. 

 

The 2026 SEMA & PRI Washington Rally was the organization's largest ever advocacy event, uniting manufacturers, influential voices, builders, racers, retailers, track operators, industry leaders and more from across the country to advocate for policies that protect automotive customization, innovation, motorized access to public lands and provide tax certainty to race tracks. 

 

The Washington Rally continues to be the specialty automotive aftermarket's most important advocacy event, underscoring the value of direct engagement between industry leaders and policymakers. Rally attendees participated in more than 110 meetings on Capitol Hill and met with key executive branch agencies, including the National Highway Traffic Safety Administration (NHTSA), the U.S. Bureau of Land Management (BLM), the U.S. Department of Education, and the U.S. Department of Veterans Affairs. 

 

During their Hill meetings, SEMA and PRI members provided congressional staffers with firsthand perspectives on important bills that would positively impact both their companies and the automotive aftermarket, off-road and motorsports parts industries. Participants discussed topics ranging from protecting the right to modify vehicles and legislation preserving access to public lands to creating long-term tax certainty for motorsports facilities and supporting small businesses that drive innovation throughout the industry. 

 

The kick-off dinner featured remarks from EPA Administrator Lee Zeldin, who discussed his priorities, the EPA's efforts to eliminate EV mandates, and the agency's support for the automotive aftermarket industry. Administrator Zeldin's speech marked the first time a member of the President's Cabinet has spoken at a SEMA and PRI Washington Rally.  

 

The dinner also featured noted automotive personalities Chris Jacobs and Cristy Lee, who led a conversation with Eric Schmitz, the Coalition's director for speaker of the House Mike Johson (R-La.), and Katie Phillips, executive director of the House Blue Dog Coalition. 

 

Between House and Senate meetings, SEMA and PRI Rally attendees had lunch at the exclusive Capitol Hill Club, with Rep. Richard Hudson (R-N.C.), the chairman of the National Republican Congressional Committee, serving as the keynote speaker. 

 

For more information, or to sign up for SEMA Advocacy updates, visit semahq.org. 

By SEMA News Editors 

 

 

Attendee registration for the 2026 SEMA Show is officially open. 

 

Set for November 3-6 in Las Vegas, the SEMA Show delivers an attendee experience unlike any other, bringing together thousands of world-class vehicle displays alongside even more of the newest automotive aftermarket products from both emerging and established exhibitors.  

 

The SEMA Show floor serves as the ultimate destination for automotive professionals of all experience levels, backgrounds and areas of focus to convene, share insights and ideas and conduct business for four days straight. 

 

How to Register for the 2026 SEMA Show 

 

Approved attendees can register for a SEMA Show badge at the lowest available rate ($50 per badge) until pricing increases (to $75 per badge) after June 26.

 

In short, the sooner an attendee registers for the SEMA Show, the more they save. But, early registrants can also get a head start on their SEMA Show plan, with access to the Registration Resource Center to print receipts, register a spouse, book hotels, reserve a spot in one of dozens of educational sessions, purchase tickets to events like SEMA Fest, the SEMA Show Kickoff Breakfast, SEMA Industry Honors and more.

 

 

 

How to Save on Your 2026 SEMA Show Hotel Reservations 

 

Hotel reservations are open through SEMA's only official housing partner, onPeak. Bookings made in the official SEMA Show block are eligible for hotel loyalty and member programs and are guaranteed to be the lowest possible prices available. That's right: organizers will price-match if you happen to find a lower rate, so there's no downside to booking within the official SEMA Show hotel block at semashow.com/hotel. 

 

 

How to Save on Airfare to Las Vegas for the SEMA Show

 

SEMA Show organizers know travel costs can add up, which is why they've partnered with several airlines to offer exclusive discounts for attendees heading to the 2026 SEMA Show. 

 

With these deals from exclusive SEMA Show partners––detailed at the link below––attendees can take advantage of airfare savings while planning their trip to the industry's premier automotive aftermarket event. 

 

 

SEMA Fest Is Back in 2026

 

SEMA Fest, which has featured headliners Imagine Dragons, Cage the Elephant, Sublime and Queens of the Stone Age, will return to Las Vegas on Friday, November 6, with motorsports, music and car culture. 

 

Tickets are available now for industry members at the lowest available price ahead of the 2026 lineup announcement. Qualified SEMA Show attendees can add SEMA Fest tickets directly through the Registration Resource Center when securing a Show badge.

 

Non-industry friends and family can purchase tickets now at SEMAFest.com, along with passes for the one-day "SEMA Show Friday – Open to the Public," a bucket-list experience for automotive enthusiasts.

 

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, buyer and media registration is now open online. For more information, visit semashow.com.