By SEMA News Editors

Every booth conversation at the 2026 SEMA Show has the potential to become a real business opportunity––but only if you have a way to capture and follow up on it. Maritz Xpress Leads helps exhibitors quickly collect attendee information, organize contacts and give their sales team a head start on post-show connections after the SEMA Show, November 3-6, in Las Vegas.

Capture Leads at the SEMA Show With Xpress Leads

Instead of manually writing down contact information, exhibitors can use Maritz Xpress Leads to scan attendee badges and capture lead information in seconds.

The tool also allows teams to review leads at the end of each day, helping them stay organized and prepared for follow-up after the Show.

Learn more about and sign up for Maritz Xpress Leads.

More Exhibitor Resources

Additional resources offer practical tips for planning and maximizing a company's SEMA Show investment:

• Have a Plan for the 2026 SEMA Show: Essential Resources for Exhibitors
• Maximize Your Marketing ROI at the 2026 SEMA Show
• Resources to Help Exhibitors Save Money on Their 2026 SEMA Show Investment

Questions about exhibiting? SEMA Show management is here to help at 909-396-0289 and semashow@sema.org.

By Ashley Reyes

There's still time for women in the automotive aftermarket to sign up for the SEMA Businesswomen's Network (SBN) event, "Virtual Wine Tasting: Scent and Savor," taking place via Zoom Thursday, September 17, at 4:00 p.m. PDT.

SBN is committed to delivering engaging programming that supports the professional growth of its members. Designed as a relaxed, interactive networking event, this session will enable attendees to build their professional connections while learning about the art of wine. Leading the event will be Kate Norris, award-winning winemaker and co-owner of Division Wine Making Company; Cora Jokinen, president of Torq-Masters Industries; and Kelsy Hill, owner of KelsyKate, LLC, co-owner at blipshift, chief marketing officer at Raglan and head of operations at Hyperfest.

Why Attend:

• Discover how aromas, flavors and food pairings influence the wine tasting experience.
• Learn wine tasting techniques using common wines, foods and pantry items.
• Engage in authentic networking with women of various careers.
• Build your networking skills in a social and professional setting.

A recommended shopping list and tasting guide will be provided upon registration. Participants are encouraged to purchase one sparkling white wine and one pinot noir, along with a selection of foods that represent various flavor profiles. 

Whether you're already an SBN member or curious about joining, this event will open the door to valuable industry connections and free wine education.

Secure your spot.

By SEMA News Editors

Motorsports parts manufacturers looking to increase their brand visibility still have time to register for the SEMA Motorsports Products & Media Council (MPMC) virtual general membership meeting and panel discussion on the state of motorsports media. The meeting will take place on Wednesday, September 30, at 10:00 a.m. PDT via Zoom. 

The meeting will kick off with updates on current council initiatives, member events at the PRI Show and what to expect from the 2027 Media Trade Conference. Attendees will then hear a panel discussion featuring experts from traditional media, content creation and motorsports event promotion.

Panelists include Matt Boice, group vice president of sales at FMA Group; Morgan Evans, co-founder at Torque n' Tungsten; Mike Galimi, content director at HOT ROD Network; and Johnny Mill, president, FRDM+ and Cleetus McFarland. Moderator Brain Lohnes, announcer at NHRA, will guide the discussion and facilitate the question-and-answer period. 

Attendees will learn:

• How motorsports audiences discover, consume and engage with content.
• Where media professionals find story ideas and source information.
• Emerging marketing opportunities for increasing brand awareness.
• Effective ways to promote products in a changing media landscape.

With the webinar approaching soon, now is the chance to register and gain the latest insights and best practices from media experts at the crossroads.

Bonus incentive: The first 20 members to register and attend the full webinar will receive a $20 Uber Eats voucher.

Register here.

By SEMA News Editors

The SEMA Businesswomen's Network (SBN) has named Hannah Pennington of FLATED as the network's newest #SheIsSEMA spotlight member.

Get to know Pennington 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?

Hannah Pennington: I've been with FLATED for four years and was lucky enough to be the company's first employee. The best part of the job is our customers––they really understand and appreciate the technology behind what we build. I love helping solve accessibility problems for people who need their truck to function as a day-to-day vehicle but also want the versatility to get outside and chase adventures. Being part of creating solutions that make the outdoors easier to access is incredibly rewarding.

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

HP: One of the most challenging parts of the job is explaining a technology that isn't widely understood yet. It's something that started in a niche corner of the outdoor industry, and we're bringing it into the automotive world. A big part of my role is helping people understand how it works, why it's durable and how it can change the mindset of traditional automotive accessories.

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

HP: Being nimble has been a huge factor. Working through everything from COVID to tariffs to constantly changing vehicle models has taught me to stay open-minded and adapt quickly when things shift.

I also try to lead with my heart. Empathy and genuine connection with customers, partners and teammates helps build trust and create lasting relationships that move things forward.

And finally, being willing to try new things. I believe growth comes from stepping into unfamiliar spaces––this year I'm even competing in the Rebelle Rally to learn as much as I can about the automotive world from the inside.

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

HP: It's hard to be taken seriously sometimes. Not just being a woman, but working for a brand that invented an inflatable truck topper. I lived in my AirTopper full-time for three months, driving from Canada to Baja, 70% off pavement and in our inflatable AirToppers. I remember my first Overland Expo when an attendee said my truck setup did not include enough gear "to make it a weekend where he goes." He just did not believe you could get into and excel in the sport without all the gear, when in reality––it should be totally inclusive no matter your sex or socioeconomic income. You don't need a full build to make it far.

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

HP: Ryan Guay has been a mentor to me for years. I had the chance to work with him in the hunting industry before he created FLATED, and I feel honored that he wanted me to be part of the team from the very beginning. He's taught me how to love what I do, get things done efficiently and most importantly, to have fun while doing it. His guidance has shaped the way I approach challenges and opportunities in the industry every day.

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

HP: The best career advice I've received is to stay curious and embrace every opportunity to learn, even if it takes you out of your comfort zone. Professionally, it's pushed me to tackle new challenges––like stepping into the automotive world with FLATED or competing in the Rebelle Rally––to grow my skills and perspective.

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

HP: No, I didn't always plan on working in the automotive industry. I've always loved having a truck and using it to sleep in and get out into the outdoors, but I never thought about what made those adventures possible. What keeps me here now is the people. 

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 SEMA News Editors

BILDTRAK

BILDTRAK G-1

BILDTRAK has opened presales for the BILDTRAK G-1, a visual blueprinting system designed to help builders keep track of where every bolt, nut and washer goes during reassembly, the manufacturer announced. The modular cube features reusable, wipe-clean self-healing foam panels that allow users to map fasteners in their original positions, draw bolt patterns and add assembly notes for easy reference.

bildtrak.com 

By SEMA News Editors

The 2026 SEMA Show––November 3-6, Las Vegas––is accelerating toward another landmark year, with strong exhibitor demand reflected in the floorplan and significant growth across high-interest categories, including mobile electronics. For attendees focused on automotive gadgets, connected car tech and premium audio, this year's Show promises a dynamic view into the future of in-vehicle innovation.

More than 100 brands will exhibit in the SEMA Show's dedicated Mobile Electronics section, highlighting the continued evolution of connected driving experiences. Attendees will find a comprehensive range of cutting-edge technologies, including advanced car audio systems, infotainment platforms, radar detectors, dash cameras, driver assistance tools and integrated vehicle electronics.

The section's strength reflects a thriving market. According to the recently released SEMA Market Report, the U.S. automotive mobile electronics aftermarket has grown into a $3.36 billion market, underscoring consumers' continued demand for technology that enhances connectivity, convenience, entertainment, and safety. The report also highlights that audio systems, security products, smartphone integration technologies, and driver-assist systems are among the industry's most important and rapidly evolving technology-focused segments.

The category is also being driven by younger consumers. The SEMA Market Report found that most mobile electronics segments see 55%-67% of spending coming from buyers under age 40, demonstrating the strong appeal of connected and technology-enabled vehicle upgrades among younger enthusiasts.

The category's strength is reinforced by the ongoing presence of industry mainstays. Leading brands such as BlackVue, Blaupunkt, Cobra Electronics, Kicker, Metra Electronics, Rockford Fosgate and Stinger, which have exhibited at the SEMA Show for decades, continue to anchor the space while introducing next-generation products that blend performance, connectivity and design.

"The mobile-electronics category is one of the most exciting areas of growth at the SEMA Show," said SEMA Vice President of Events Tom Gattuso. "From immersive audio and intelligent infotainment to safety-focused technologies like radar detection and dash cameras, this is where drivers experience innovation firsthand. The presence of long-standing brands alongside emerging companies underscores the strength, heritage, and forward momentum of this industry segment."

Overall, exhibitor commitments for the 2026 SEMA Show have already exceeded 1 million net sq. ft. of indoor exhibit space, with more than 2,000 brands preparing to connect with a global audience November 3-6 in Las Vegas. The Show remains one of the largest and most influential trade events in the United States, reflecting strong investment and innovation across the automotive aftermarket.

In addition to mobile electronics, the 2026 SEMA Show will feature broad participation across performance, off-road, powersports, restyling, tools and emerging technology sectors. Major OEMs, including Toyota, Ford, Honda, Mitsubishi, Nissan and Stellantis, will also return, further reinforcing the intersection of factory-backed innovation and aftermarket creativity.

Attendees can also explore returning features such as the New Products Showcase, Battle of the Builders Presented by Mothers High Performance Car Care and FutureTech Studio, offering a deeper look at the trends shaping tomorrow's vehicles, many of which are powered by advances in vehicle electronics and user experience.

The 2026 SEMA Show will take place November 3-6 in Las Vegas, culminating in a broader "SEMA Week" experience that includes public access on Friday and the high-energy SEMA Fest.

To learn more or register, visit www.semashow.com.

By SEMA News Editors

Attendees who make the most of their SEMA Show know that the event is more than seeing the latest products and vehicles. SEMA is also an opportunity to gain practical skills and ideas that can be put to work long after the Show, November 3-6, Las Vegas.

SEMA Education returns in 2026 with expert-led sessions covering business strategy, sales and marketing, leadership, vehicle technology, regulatory issues and more. More than three dozen SEMA Education sessions are included free of charge with a SEMA Show registration, including the schedule detailed below:

2026 SEMA Education Seminars

Tuesday, November 3 (all times PT)

• 11:00 a.m. | Legislative and Regulatory | N253 | Legislative and Regulatory Update for 2026 will cover the latest tax, legislative and regulatory changes affecting businesses and individual owners. Register here.
• 11:00 a.m. | Aftermarket Updates and Future Trends | N255 | Driving Smarter Decisions: Insights Into Today's Vehicle and Consumer Trends will explore the latest data on vehicle populations, ownership patterns and consumer behavior. Register here.
• 11:00 a.m. | Inside the Shop | N257 | The Business Behind the Builds: Best Practices in the Truck and Off-Road Industry, Powered by TORA brings TORA Council members together to discuss business strategies and build practices for today's truck and off-road market. Register here.
• 11:00 a.m. | Small-Business Strategy | N259 | Full-Throttle Profits: How to Earn More Without Working More will show detailers, installers and aftermarket professionals how to improve pricing, sales, cash flow and repeat business. Register here.
• 1:00 p.m. | Sales and Marketing | N253 | Measuring What You Can't Click--Analytics for AI-Driven Discovery will examine how marketers can measure brand visibility and influence when customers encounter information through AI-generated search results instead of traditional website clicks. Register here.
• 1:00 p.m. | Talent Management | N255 | Talent Is the Constraint: How Aftermarket Companies Must Rethink Leadership, Engineering and Frontline Skills to Compete will explore strategies for developing talent and building teams capable of supporting modern vehicles and technologies. Register here.
• 1:00 p.m. | Small-Business Strategy | N259 | Five Ways to Make Your Small Business More Successful will offer practical strategies for improving visibility, strengthening teams, managing time and getting more value from customers. Register here.
• 3:00 p.m. | Sales and Marketing | N253 | The Art of Leveraging AI as a Competitive Advantage will explore practical applications for AI and small language models, including workflow integration, security and domain-specific uses. Register here.
• 3:00 p.m. | Legislative and Regulatory | N255 | Inside the Rulebook: EPA & CARB Compliance for the Modern Aftermarket will provide an update on emissions regulations, enforcement trends and compliance strategies. Register here.
• 3:00 p.m. | Emerging and Executive Leadership | N257 | SEMA Women's Leadership Symposium: Own the Room will provide practical tools for executive presence, leadership transitions and strategic influence. Register here.
• 3:00 p.m. | Inside the Shop | N259 | Hot-Rod Builders' Panel, Powered by HRIA will give attendees an opportunity to hear directly from leading hot-rod builders and shop owners. Register here.

Wednesday, November 4 (all times PT)

• 9:00 a.m. | Emerging and Executive Leadership | N253 | Listening as a Leadership Skill That Changes Results, Presented by Dale Carnegie will focus on practical listening techniques that improve communication, trust and decision-making. Register here.
• 9:00 a.m. | Sales and Marketing | N255 | Advanced Sales Strategies will provide service advisors and shop leaders with practical techniques for improving close rates, average repair orders and customer conversations. Register here.
• 9:00 a.m. | Talent Management | N257 | Hiring that Sticks: Building Long-Term Teammates From Day One will cover onboarding, culture and strategies for turning new hires into long-term contributors. Register here.
• 9:00 a.m. | Small-Business Strategy | N259 | Time Is Money! Real-World Time-Management Strategies will provide practical ways to better manage production, sales, service and administrative demands. Register here.
• 11:00 a.m. | Sales and Marketing | N253 | Stop Losing Sales: Customer Experience in the Age of AI will examine how customer experience can help businesses stand out as AI changes how buyers research and compare products. Register here.
• 11:00 a.m. | Small-Business Strategy | N255 | Build to Grow: A Strategic Framework for Scaling Automotive Businesses will introduce a framework for building stronger leadership, finances, systems and organizational structure. Register here.
• 11:00 a.m. | Emerging and Executive Leadership | N257 | Pathways to Professional Development, Powered by FLN will explore practical ways to develop employees, strengthen teams and improve workplace engagement. Register here.
• 11:00 a.m. | Vehicle Technology | N259 | Advanced Fuels and Powertrains: Engineering the Next Generation of Vehicle Propulsion will examine emerging propulsion and fuel technologies across the aftermarket, racing, fleet and commercial sectors. Register here.
• 1:00 p.m. | Aftermarket Updates and Future Trends | N253 | SEMA State of the Industry: Where We Are, Where We're Going will examine the trends, vehicle changes, economic factors and consumer demand shaping the specialty-equipment market. Register here.
• 1:00 p.m. | Vehicle Technology | N255 | The AI-Driven Aftermarket: Smarter Tools, Smarter Builds will explore how AI is being used in product development, diagnostics, manufacturing, customer support and vehicle customization. Register here.
• 1:00 p.m. | Small-Business Strategy | N257 | Planning the Next Chapter: Practical Strategies for Family Business Succession, Powered by ARMO will address leadership transitions, family dynamics and preparing the next generation to take the reins. Register here.
• 1:00 p.m. | Sales and Marketing | N259 | YouTube--How to Maximize Your Marketing Efforts (Free and Paid) will cover video production, organic content, paid advertising and strategies for growing a business on YouTube. Register here.
• 3:00 p.m. | Sales and Marketing | N253 | Turn Reviews Into Raving Fans: Win the Google Game will provide strategies for generating, responding to and managing online reviews to build trust and attract customers. Register here.
• 3:00 p.m. | Aftermarket Updates and Future Trends | N255 | The State of the Powersports Market: Trends, Data, and Opportunities for Growth will examine current market data, trends and opportunities in the powersports sector. Register here.
• 3:00 p.m. | Emerging and Executive Leadership | N257 | Courageous Conversations: Addressing Conflict Without Burning Bridges, Powered by SBN will provide tools for handling difficult conversations, rebuilding trust and managing workplace conflict. Register here.
• 3:00 p.m. | Sales and Marketing | N259 | Smarter Marketing for Automotive Brands: Storytelling, Strategy and the Power of AI will explore how brands can combine storytelling, creator partnerships, owned media and AI tools to stay visible and trusted. Register here.

Thursday, November 5 (all times PT)

• 9:00 a.m. | Small-Business Strategy | N253 | You Can Hire a Manager, But You Can't Hire an Owner will help business owners determine what to delegate, strengthen accountability and free up time for higher-level responsibilities. Register here.
• 9:00 a.m. | Off-Road Business Association | N257 | Driving Change: Women Shaping the Future of Off-Road will feature industry leaders discussing leadership, mentorship, innovation and opportunities across the off-road industry.
• 9:00 a.m. | Sales and Marketing | N259 | Meta 2026: Algorithms, AI and Alignment will explain how Facebook and Instagram algorithms work and how businesses can use AI and more intentional content strategies to improve visibility. Register here.
• 11:00 a.m. | Vehicle Technology | N237 | ETTN Lunch and Learn: Which Method of Boost Is Best for Street Cars? will compare turbochargers, centrifugal superchargers and positive-displacement superchargers across street, racing and emissions-compliant applications. Register here.
• 11:00 a.m. | Small-Business Strategy | N253 | Build It, Scale It, Capitalize It: The Operator's Roadmap will explore strategies for building scalable, acquisition-ready businesses and navigating capital and investment options. Register here.
• 11:00 a.m. | Emerging and Executive Leadership | N255 | Leadership in the Era of AI: How Great Leaders Keep the Human Edge, Presented by Dale Carnegie will examine how leaders can use AI while maintaining trust, communication and engagement. Register here.
• 11:00 a.m. | Vehicle Technology | N257 | Charge Forward: EV and Electrified Systems, Components and Integration will cover battery systems, charging, power electronics and EV conversion opportunities. Register here.
• 11:00 a.m. | Sales and Marketing | N259 | Stop Overdoing Your Online Marketing will help small businesses focus their social-media efforts on realistic, measurable strategies that support business goals. Register here.
• 1:00 p.m. | Small-Business Strategy | N253 | Inventory Management Strategies to Increase Revenue will show business owners how to identify stagnant inventory, turn dead stock into cash and reinvest in products that sell. Register here.
• 1:00 p.m. | Sales and Marketing | N255 | The Aftermarket Blind Spot: Why Your Next Generation of Customers Can't Find You will examine changing buying habits and practical ways businesses can improve their visibility among future customers. Register here.
• 1:00 p.m. | Vehicle Technology | N257 | ADAS Unlocked: Ensuring ADAS Performance on Modified Vehicles will cover practical approaches to evaluating, diagnosing, calibrating and validating ADAS-equipped modified vehicles. Register here.
• 1:00 p.m. | Small-Business Strategy | N259 | Strategies to Grow Your Business will provide practical strategies and resources for overcoming growth challenges, expanding operations and building a sustainable business. Register here.
• 3:00 p.m. | Talent Management | N253 | Challenge to Champion: Building a Resilient Workforce will cover culture, organizational structure, hiring, training and accountability strategies for building stronger teams. Register here.
• 3:00 p.m. | Legislative and Regulatory | N255 | Certifying Complex Systems: ADAS, Sound, Emissions, and Beyond will explain how SEMA Certified can help manufacturers navigate compliance, testing and regulatory risk. Register here.
• 3:00 p.m. | Inside the Shop | N257 | Personalization Drives the Market: Why Restylers Matter More Than Ever, Powered by PRO will explore how vehicle personalization is influencing consumer demand and market growth. Register here.
• 3:00 p.m. | Sales and Marketing | N259 | If You're Not Using AI in YOUR Business, You're Already Behind! will examine how aftermarket professionals are using AI for content, marketing, research and customer discovery while maintaining human expertise and authenticity. Register here.

Reserve Your SEMA Show Education Sessions Today

Experienced attendees build their education schedule before arriving in Las Vegas. Setting aside even a few one-hour sessions can help bring new ideas like improving shop operations, preparing for regulatory changes, finding new ways to market business or developing the next generation of leaders.

Review the complete 2026 SEMA Education schedule, reserve your sessions and start planning your week today at semashow.com/education-schedule.

Attendees are encouraged to reserve their seats in advance by adding education sessions during SEMA Show registration or by logging into the Registration Resource Center after registering. Some partner sessions require separate registration or fees, which are noted on the full education schedule.

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

With thousands of exhibitors, products and Show features to explore, a little planning can go a long way at the 2026 SEMA Show, November 3–6, in Las Vegas. The interactive floorplan and website available at semashow.com/floorplan gives attendees the tools to find the exhibitors they want to visit and build a plan before they arrive.

Explore the 2026 SEMA Show Floor

Start by exploring the interactive floorplan and exhibitor directory to get familiar with the layout and find exhibitors that match your interests or business needs. The interactive format allows you to search and browse the Show in several ways, including:

• Exhibitor name: Looking for a specific company? Search by name to quickly locate its booth.
• State, province or country: Browse exhibitors by geographic location to identify companies from a particular market or region.
• Product category: Find exhibitors based on the types of products and services they offer.
• Show section: Explore specific sections of the Show floor to focus your time on areas that are most relevant to you.
• Hall: Browse individual halls to get a better sense of where exhibitors and Show features are located.

Build Your Personal SEMA Show Game Plan

Once you find exhibitors and other destinations you want to visit, MyPlanner can help organize them into a personalized itinerary.

Add exhibitors and other Show stops to your planner so you can keep track of where you want to go each day. You can also export your schedule before the Show, making it easier to keep your SEMA Show plans alongside your regular calendar.

Discover Spotlight SEMA Show Exhibitors for 2026

Our platform also features Spotlight Exhibitors, giving attendees another way to discover companies to add to their Show itinerary.

Whether you're searching for a particular supplier, looking for new products or simply identifying companies you may not have encountered before, the interactive platform can help expand your list of must-visit exhibitors.

Start Planning Your SEMA Show Now

The SEMA Show moves quickly, and there's plenty to see across the Las Vegas Convention Center. Spending some time preparing for the SEMA Show today can help attendees arrive with a plan while leaving room to discover something unexpected. 

For even more information to help plan your SEMA Show experience, click "Show Website" to visit SEMAShow.com for hotel accommodations, travel discounts, education sessions, events and more.

Explore the 2026 SEMA Show floorplan and start building your MyPlanner itinerary today.

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 open online. For more information, visit semashow.com, visit the Registration Resource Center, or visit the 2026 SEMA Show floorplan. 

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 Ashley Reyes

The SEMA Professional Restylers Organization (PRO) has announced the six automotive restyling shops that will compete in its PRO Cup Challenge at the 2026 SEMA Show, November 3-6, in Las Vegas. The finalists are Auto Sunroof and Leather (Warwick, New York); Automotive Concepts (New Hope, Minnesota); Crush Customs (Marietta, Georgia); DPS Automotive (Arlington Heights, Illinois); Pickup Outfitters of Waco (Waco, Texas); and Restylers Aftermarket Specialist (Fort Walton Beach, Florida).

Now in its seventh year, the PRO Cup Challenge spotlights the creativity, innovation and passion of the restyling industry by giving builders a platform to showcase their skills on the aftermarket's biggest stage. Unlike build competitions that focus on designing one-off concepts, the PRO Cup Challenge focuses on designing vehicle accessory packages that can be easily replicated with real-world constraints on time and budget. Criteria include:

• Deliver a dealership-ready build with an accessory package that takes less than 50 hours to install and costs no more than $14,500.
• The build must be marketable, creative, easy to replicate and profitable.

"The PRO Cup Challenge combines creativity with functionality to offer dealerships customized vehicles that they can sell, that consumers will love, and the aftermarket can capitalize on," said PRO Chair Kevin Gillis. "At the same time, it gives competitors an opportunity to boost brand awareness, showcase their skills, and participate in networking opportunities and partnerships that can take their business to the next level."  

Among this year's finalists is Automotive Concepts, which won the 2025 PRO Cup Challenge for its customized '25 Ford F‑150 SuperCrew. The Ford F-150 featured golden anniversary graphics celebrating 50 years of the iconic model, as well as a distinctive "Black Label 5.0" theme that paid homage to the 5.0 Coyote engine under the hood.

PRO Cup Challenge builds reflect the growing demand for vehicle personalization highlighted in the "2026 SEMA Market Report," which identified exterior restyling as a segment with major growth, exceeding $6 billion in annual consumer spending. This reinforces a sustained consumer demand for vehicle personalization through products such as grilles, body upgrades, wraps, graphics, lighting, running boards, exterior trim and other appearance enhancements.

A panel of expert judges will select the PRO Cup Challenge winner based on vehicle marketability, ease of reproduction, creativity and profitability. Showgoers can also vote for their favorite build, recognizing it with the People's Choice Award. Winners will be announced at the PRO Happy Hour on Wednesday, November 4, from 4:00 p.m.-5:00 p.m. in West Hall Booth #50237.

Call for Products

As part of the PRO Cup Challenge, manufacturers are invited to donate parts or offer parts at a discounted price to PRO Cup Challenge finalists to be highlighted on their build.   

Learn more about donating products here.

For more information on the PRO Cup Challenge, visit www.semapcc.com.

By Ashley Reyes

The SEMA Automotive Restoration Market Organization (ARMO) has named Turn Key Collector Car Insurance (TKI) as the council's newest spotlight member. Get to know the company’s story in the SEMA News interview with Turn Key Collector Car Insurance director of marketing/partner Al Liebmann below.  

SEMA News: Tell us the story of your business. How did you start? 

Al Liebmann: TKI was founded by me and two other partners who have spent their lives in the collector car market and insurance business with more than 85 years’ experience. From day one our goal was simple: to provide collector car owners, restoration shops and automotive businesses with knowledgeable service and the right insurance coverage. TKI is more than a policy, it's our partnership built on trust, experience and a shared passion for collector cars.

SN: What was your breakthrough moment?  

AL: Our breakthrough moment came when restoration shops and builders began referring their clients to TKI. We realized there was a need for more than just collector car insurance, and shops wanted a trusted partner who could help protect their customers' projects from the beginning of the build through completion.

SN: Tell us about your business now and the projects that you are working on. 

AL: Our business is growing by leaps and bounds within the collector car community. In just over 24 months, TKI has grown to serve more than 1,500 clients across 47 states as a Grundy Insurance Premier Top 3 Partner.

Our presence within the restoration and custom automotive industry continues to expand as we partner with some of the nation's leading restoration shops, custom builders and high-profile collector car builds. As our network grows, so does our commitment to providing specialized insurance solutions for enthusiasts, builders and automotive businesses from project start to completion.

SN: What advice do you have for young professionals contemplating a career in the automotive restoration segment? 

AL: Follow your passion and stay humble. The restoration market is about more than cars, it's about people, relationships and preserving automotive history. Work hard, listen more than you talk and don't be afraid to ask questions. The people around you have a lifetime of knowledge, and if you're willing to learn, they'll help you succeed.

Fill out an ARMO-member spotlight form to highlight how your company is contributing to the specialty-equipment industry. Selected candidates will be featured on ARMO's social media, SEMA News and future ARMO-member updates.