By Ashley Reyes

 

The countdown is on for the Industry Cup Challenge, taking place at the SEMA Leaders and Legends Gala on Friday, July 24, in Newport Beach, California.

 

SEMA member companies still have time to join the fun and race a pinewood derby car against other SEMA members in thrilling downhill action for a great cause. Sign up here.

 

Proceeds from the Industry Cup Challenge will significantly enhance the lives of children in need by directly benefiting the three SEMA Cares' partners:

 

• Austin Hatcher Foundation for Pediatric Cancer: Provides free, comprehensive support to pediatric cancer patients and their families through mental, behavioral, educational and social services.
• Childhelp: Helps victims of child abuse and neglect through prevention, intervention and treatment.
• Victory Junction: Enriches the lives of children with serious illnesses by providing life-changing camping experiences that are exciting, fun and empowering, at no cost to children or their families.

 

The Industry Cup Challenge features competitors in five different categories: warehouse distributions, manufacturers, media, sales rep agencies and service providers. Companies from each category will race to be number one in their division. The winners of each category will then race head-to-head to be crowned the 2026 Industry Cup Challenge champion.

 

Will your company take home the title and trophy in 2026? There's only one way to find out. Join the challenge here!

 

The donation cost is $1,000 per sponsoring company. Vehicles are randomly assigned and the race is officiated by SEMA Cares volunteers. If a sponsoring company cannot attend the Gala, a SEMA Cares volunteer will race the company's pinewood car on their behalf for the chance to win.

 

Don't want to race but still want to contribute? See the other ways you can support SEMA Cares at sema.org/sema-cares.

 

To purchase tickets for the SEMA Leaders and Legends Gala, the prestigious celebration set to honor the 2026 SEMA Hall of Fame inductees and recognize incoming and outgoing members of the SEMA Board of Directors, visit sema.org/gala.  

By Ashley Reyes

 

The SEMA Truck & Off-Road Alliance (TORA) named Eric Ammerman, director of off-road at TYRI Lighting, as the council's newest spotlight member. Get to know Ammerman in his interview with SEMA News below. 

 

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

Eric Ammerman: I have always been a fan of the outdoors and of cars and trucks. What better way to earn a living than to enjoy both of those things? My dad set me on this path when I was a kid, even though he never worked in automotive.

 

SN: Why did you join the TORA council?

EA: Pretty quickly after starting my career in the off-road aftermarket, I realized the most incredible part of this industry is the people involved. Anything I can do to help the people and the companies succeed and support their families, I want to do it.

 

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

EA: I've gotten a lot of advice over the years, so it's hard to pick just one. But one of the super important ones that I have not only gotten, but given as well, is to cultivate long-term relationships rather than short-term wins. It seems simple, but it's important. You never know what the future holds and stepping on one person to get the win may do more damage than it's worth.

 

SN: What is your daily driver?

EA: A V8 Nissan Titan Pro 4x Pickup. I have several heavily modified vehicles, so I really wanted a daily that I would have no interest in modifying. I need to pull a trailer, and I need to do truck stuff, so I bought it wholesale from a car dealer friend of mine. I wasn't even 5 miles away from the dealership before I reached out to Alpine to get a head unit so I could have CarPlay. I guess the moral of the story here is that working in this industry has ruined me, and I can't leave any car alone.

 

SN: What was the first vehicle you modified?

EA: A '74 VW Super Beetle. When I was 15, my dad told me if I wanted to have a car, I would have to work for it. Not only in the financial sense, but on the car as well. He drove me around with an envelope of the money I saved from mowing lawns to look at cars that I found in the local paper. We quickly realized all the CJ7s in my price range had been destroyed by Pennsylvania road salt, so I started looking at Beetles. Finally, we found one at a junkyard that was mostly in one piece. It was a little more than I had to spend, but he taught me how to negotiate a deal to take it home. Once we got it towed back, he handed me a repair manual and pointed to his toolbox and said, "You can get your license once it's running and driving. You can use all my tools and if you need something else, I'll buy it." I think that moment really set me on the path I am now.

 

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. 

From the SEMA Washington, D.C., office

 

SEMA has added Megan Kowalis to its Washington, D.C.-based Government Affairs team, bringing extensive grassroots mobilization experience to the organization's acclaimed program for mobilizing automotive enthusiasts and content creators for advocacy. As manager of digital communications and partnerships, Kowalis will lead outreach and relationship management with a variety of stakeholders and online content creators in the automotive space.

 

Before joining SEMA, Kowalis spearheaded national and statewide grassroots programs for the National Alliance for Care at Home and Twenty7Fifty Public Affairs. She has a familiarity with the organization and industry, having previously supported SEMA-member advocates during Capitol Hill meetings for a 2025 fly-in.

 

"Megan brings fresh energy to this role and a proven track record of success engaging new advocates on issues that impact their businesses and lifestyles," said SEMA Director of Communications Matt Daigle. "We're excited to tap into her creativity to connect with the content creator community as we continue to grow a program that has provided tremendous value to SEMA's advocacy efforts."

 

"America's car culture is a vibrant and important part of who we are as a nation, and the people who make it great are deserve to have their voices elevated in Washington, D.C.," said Kowalis. "I'm thrilled to be working for SEMA in an official capacity and can't wait to engage with our community's content creators, who make up a critically important group of voices in our industry and for our advocacy work."

 

Kowalis, a Colorado native, holds a bachelor's degree in political science and English literature from Saint Mary's University of Minnesota.

 

SEMA's groundbreaking work to engage content creators on advocacy has established a network of more than 150 creators spanning car culture, from builders to racers to off-road enthusiasts, whose authenticity and passion for the automotive industry has translated well to grassroots mobilization. The program has yielded significant legislative wins at the federal and state levels, and was among the reasons SEMA was awarded the 2025 Fédération Internationale de l'Automobile (FIA) President's Award for Excellence in Communications.

From the SEMA Washington, D.C., office

 

SEMA has added Megan Kowalis to its Washington, D.C.-based Government Affairs team, bringing extensive grassroots mobilization experience to the organization's acclaimed program for mobilizing automotive enthusiasts and content creators for advocacy. As manager of digital communications and partnerships, Kowalis will lead outreach and relationship management with a variety of stakeholders and online content creators in the automotive space.

 

Before joining SEMA, Kowalis spearheaded national and statewide grassroots programs for the National Alliance for Care at Home and Twenty7Fifty Public Affairs. She has a familiarity with the organization and industry, having previously supported SEMA-member advocates during Capitol Hill meetings for a 2025 fly-in.

 

"Megan brings fresh energy to this role and a proven track record of success engaging new advocates on issues that impact their businesses and lifestyles," said SEMA Director of Communications Matt Daigle. "We're excited to tap into her creativity to connect with the content creator community as we continue to grow a program that has provided tremendous value to SEMA's advocacy efforts."

 

"America's car culture is a vibrant and important part of who we are as a nation, and the people who make it great are deserve to have their voices elevated in Washington, D.C.," said Kowalis. "I'm thrilled to be working for SEMA in an official capacity and can't wait to engage with our community's content creators, who make up a critically important group of voices in our industry and for our advocacy work."

 

Kowalis, a Colorado native, holds a bachelor's degree in political science and English literature from Saint Mary's University of Minnesota.

 

SEMA's groundbreaking work to engage content creators on advocacy has established a network of more than 150 creators spanning car culture, from builders to racers to off-road enthusiasts, whose authenticity and passion for the automotive industry has translated well to grassroots mobilization. The program has yielded significant legislative wins at the federal and state levels, and was among the reasons SEMA was awarded the 2025 Fédération Internationale de l'Automobile (FIA) President's Award for Excellence in Communications.

By SEMA News Editors

 

Want to get more out of your 2026 SEMA Show experience? Start planning your evenings now with SEMA's official after-hours event partner Jampack.

 

From private client dinners and networking events to the industry's biggest celebration and the return of SEMA Fest, a packed lineup of after-hours experiences will help attendees and exhibitors make the most of every day--and night--during SEMA Week in Las Vegas, November 3-6.

 

To help participants make the most of their time in Las Vegas, SEMA has partnered with Jampack, the official after-hours event partner for the 2026 SEMA Show.

 

Let Jampack Handle Your SEMA Show After-Hours Plans in Vegas

 

Whether you're hosting customers, entertaining prospects, rewarding employees or simply looking to connect with fellow industry professionals, Jampack can help create a memorable experience beyond the convention center.

 

For exhibitors, Jampack offers planning assistance for team dinners, customer receptions, private events, group outings and other off-site experiences. From venue selection and logistics to local expertise and execution, exhibitors can leverage Jampack to simplify planning while focusing on their business objectives during the Show. 

 

Plan your customer event, team outing or private reception with Jampack. Click here to get started.

 

Attendees can also take advantage of exclusive networking and dining experiences designed to bring together automotive professionals in a more relaxed setting.

 

Among the experiences currently planned are:

 

After-Hours Networking Event

• Wednesday, November 4
• 8:00 p.m.–10:00 p.m. PST
• Open bar included
• Location to be announced

 

Dining Experience

• Thursday, November 5
• 6:00 p.m.–8:30 p.m. PST
• Resorts World Las Vegas

 

Join fellow attendees for exclusive networking and dining experiences during SEMA Week. Click here to learn more.

 

Whether you're looking to strengthen existing relationships or meet new industry contacts, these events offer additional opportunities to connect with exhibitors, buyers, manufacturers, builders and industry leaders after the day's business is complete.

 

End Your 2026 SEMA Week at SEMA Fest

 

On Friday, November 6, SEMA Fest returns to Las Vegas with an unforgettable combination of live music, motorsports demonstrations and automotive culture.

 

While the 2026 artist lineup remains under wraps, pre-sale tickets are available now at the lowest available pricing before the lineup is announced. Previous SEMA Fest events have featured major headline acts alongside high-energy motorsports attractions, making it the ultimate finale to SEMA Week.

 

The event also provides a unique opportunity for the industry to engage directly with automotive enthusiasts while celebrating the culture that drives the aftermarket forward.

 

Celebrate the Industry's Best at SEMA Industry Honors

 

The week's official after-hours programming continues on Thursday, November 5, with the 2026 SEMA Industry Honors at Fontainebleau Las Vegas.

 

The industry's premier awards celebration will recognize the people, companies and innovators helping shape the future of the specialty-equipment marketplace. Guests will enjoy a cocktail-hour reception beginning at 6:00 p.m. PST, followed by the awards ceremony and an exclusive after-party featuring live music, late-night bites and cocktails.

 

Tickets are available now for $50 and include hors d'oeuvres and access to an open bar throughout the evening.

 

Purchase tickets during the attendee registration process. Already registered? Add tickets to your badge through the Registration Resource Center or contact Registration Customer Service at 508-743-8571 and aapexsema@maritz.com. 

 

More to Come: Stay Tuned for More Event Announcements

 

Additional after-hours events, networking opportunities and special experiences will be announced as the 2026 SEMA Show approaches.

 

Whether you're planning a private customer reception, attending an industry celebration or wrapping up the week at SEMA Fest, now is the time to begin building your SEMA Week itinerary.

 

For exhibitors interested in planning private events and group experiences, visit Jampack's SEMA Show services page. Attendees can learn more about upcoming after-hours events during the registration process and through future SEMA Show announcements.

 

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 

Shawn Cun, owner of EV Rods in Long Beach, said a pleasant surprise was learning that SEMA business members can access SEMA Garage shop facilities at no cost. 

 

As the founder of EV Rods in Long Beach, California, Shawn Cun is developing suspension products for electric vehicles (EVs), which often require unique engineering considerations due to their increased weight compared to traditional internal-combustion vehicles.  

 

While developing a lowering kit for the Ford F-150 Lightning––set to launch at an industry event this month––Cun turned to SEMA Membership to secure liability insurance for his growing business.

 

"That's what initially drove me to seek SEMA Membership," Cun said. "As I continued building momentum, I realized I was going to need liability insurance. During my research, it was recommended that I look into becoming a SEMA member because it would provide access to discounted insurance rates through SEMA's partner, RevPro."

 

Liability coverage was Cun's main introduction into SEMA Membership, but he would soon uncover additional benefits that delivered even greater value. 

 

Cun set up a meeting with RevPro and was not disappointed. "We had a very detailed conversation. They answered a lot of my questions, and I felt much better after that meeting."

 

"Having peace of mind knowing there's an insurance carrier behind me, supporting me through that process, and that I'm not by myself is important," Cun continued. "I have to consider safety throughout the entire process. I think about the fact that I'm putting this system on my own truck and driving around with my daughter in it. It needs to be safe. That's the mindset I have going into this."

 

Soon enough, Cun was back to his business, attempting to scan his F-150 for EV Rods' new lowering kit. He had heard about SEMA Garage's Tech Transfer program––a paid subscription that offers OEM-provided CAD files to minimize or even eliminate the need for reverse engineering––but thought he would take a spin with the F-150 and his own 3D scanner.  

 

Shawn Cun of EV Rods is developing a lowering kit for Ford F-150 Lightnings, which will debut at an industry event later this month.

 

"Then I spent hours scanning a part and trying to figure out why things weren't transferring correctly," Cun said. "When I finally accessed Ford's OEM files through the Tech Transfer program, I found not only the part I needed but also the entire frame and suspension components."

 

"Honestly, the value I received from a single file essentially paid for the entire cost of access. My only regret is that I didn't access it sooner," Cun shared.

 

With the lowering kit nearing completion, Cun is already preparing for the next phase of growth. Interested buyers can visit ElectricVehicleRods.com or check out the Instagram page to learn more about EV Rods and join the company's waitlist for future product announcements. 

 

For Cun, the experience reinforced that SEMA Membership offers more than a single service or discount. What began as a search for business liability insurance quickly expanded into access to industry expertise, engineering resources and business tools that are helping move EV Rods closer to market.  

 

That's a lesson Cun believes can benefit businesses of any size. While EV Rods is currently a one-person operation, he found that many of the same resources used by established aftermarket companies were immediately available through his membership. 

 

SEMA Membership provides access to a wide range of programs and services designed to help businesses save money, work more efficiently, and grow within the automotive aftermarket. Benefits include cost-saving programs, networking opportunities, market research, insurance solutions, access to SEMA Garage resources and much more. 

 

Current members are encouraged to explore their member portal and ensure they're taking full advantage of available benefits by logging into sema.org and visiting the "My Benefits" page.

 

Businesses interested in becoming SEMA members can learn more by visiting sema.org/membership-business. Have questions? Contact the SEMA Membership Team at 909-610-2030 or members@sema.org.  

 

Alongside the ICE World: Mercedes Brings Electric-Only C-Class EQ––Even in AMG Guise

 

In 2027, Mercedes will once again raise the bar with the launch of its highly anticipated next-generation all-electric compact sedan. The new Mercedes C-Class EQ will embody cutting-edge technology, sustainability, and the brand's commitment to a greener automotive future.

 

The Mercedes C-Class EQ boasts a sleek, aerodynamic design that seamlessly combines elegance with functionality. The exterior features distinctive LED lighting elements, a sculpted front grille, and a futuristic silhouette, signaling a departure from conventional internal combustion engine designs.

 

Powered by advanced electric drivetrain technology, the C-Class EQ delivers exhilarating performance without compromising efficiency. The electric powertrain ensures instant torque, enabling rapid acceleration and a quiet driving experience. The '27 C-Class EQ will be equipped with a state-of-the-art battery system that provides an impressive range on a single charge, making it a practical choice for both daily commuting and long-distance travel.

 

In line with Mercedes-Benz's commitment to sustainability, the electric C-Class incorporates eco-friendly materials in its interior design. The cabin features responsibly sourced wood accents, recycled textiles and environmentally conscious materials, setting a new standard for luxury vehicles that prioritize the planet.

 

The new Mercedes C-Class EQ is equipped with the latest generation of the Mercedes-Benz User Experience (MBUX) infotainment system. A large touchscreen interface, intuitive voice controls and seamless smartphone integration provide a futuristic, user-friendly driving experience. Additionally, the car is equipped with advanced driver-assistance features, including autonomous driving capabilities, for a safer and more relaxed journey.

 

Mercedes has invested heavily in expanding electric charging infrastructure, ensuring C-Class EQ owners have convenient access to a robust network of charging stations. With fast-charging capabilities, the C-Class can recharge a significant portion of its battery in a short amount of time, minimizing downtime and enhancing the overall ownership experience.

 

As the electric Mercedes C-Class will be competitively priced, sustainable luxury will become accessible to a broader market. It will be available in various trim levels, allowing customers to choose the features that best suit their preferences. The vehicle is set to roll out in key global markets, with a phased release plan to meet growing demand.

 

Our exclusive spy shots reveal that the upcoming '27 Mercedes-AMG C-Class is shifting toward a radical high-performance electric architecture. The EV model will ride on the specialized MB.EA-M platform (Mercedes-Benz Electric Architecture Mid-Size). Rumors indicate the top-tier configuration will produce well in excess of 600 hp, driven by advanced YASA axial-flux motors (two at the rear and one at the front). The electric AMG is undergoing rigorous mountain testing, with an official debut expected for the '27 model year.

 

Back to V8: Makeover for Mercedes-AMG CLE 63

 

There are changes to the Mercedes CLE coupe at both the front and rear, but it is still not a major makeover for the car. An expanded Panamericana-style grille, new lower inlets and headlights that gain the star-logo LED running lamp first seen on the Concept CLA a few years ago appear to account for the updates to the front end--both for the standard CLE and its AMG-powered cousins bearing the 53 and 63 badges.

 

Changes at the rear include new taillights, once again featuring those stars. The lower bumper layout has also been revised slightly.

 

We can't see much of the new car's interior, but one change is clearly visible. It features a new steering wheel, adopting Mercedes-Benz's latest design with the return of physical controls instead of haptic touchpads. There should be some software updates and possibly hardware changes, but the screens themselves, along with the rest of the dashboard, appear unchanged.

 

CarBuzz spies report that the new car will get a V8 for the first time. The car, which launched in 2023 as a successor to both the C-Class and E-Class coupes, arrived with a 3.0L inline-six badged as the CLE 53. This time around, it's expected to retain that engine, which now produces 443 hp. But there's an even more powerful option on the way.

 

AMG's V8-powered CLE 63 will get the 4.0L twin-turbo V8 that first debuted in the S-Class sedan earlier this year. It's an evolution of Mercedes-Benz's existing V8 engines and features a high-revving flat-plane crankshaft. The engine is expected to produce around 600 hp in the CLE 63, leaving room above it for the Mythos performance model that AMG has been teasing. That model could produce 650 hp or more when it arrives.

 

Mercedes-AMG is slowly phasing out its attempts to replace V8s with a 2.0L four-cylinder. The C63 equipped with that engine and plug-in hybrid system made more power than the V8, but buyers didn't care. They wanted the sound, not the impressive 469hp 2.0L.

 

In 2025, AMG boss Michael Scheibe remarked that, "We see that some of our very loyal customers struggle a bit with the concept. Of course, no doubt we have also lost some customers who are just into V8s."

 

The facelift is expected to be revealed later this year and will likely go on sale in early 2027. Mercedes-Benz is in the midst of a major product offensive that includes 30 new or refreshed vehicles by the end of 2027.

 

Story and photos by Andreas Conradt, Automedia

 

By SEMA News Editors

 

RealTruck

BAKFlip MX4 EZ-Lift

 

RealTruck has announced the availability of the BAKFlip MX4 EZ-Lift, the latest addition to the brand's MX4 lineup. According to the manufacturer, the EZ-Lift requires only 10.5 lbs. of lift force, and is equipped with an oversized paddle handle for simple, one-motion unlatching, delivering a three-times reduction in lifting effort. Advanced seals and precision-fit clamps create a tight, edge-to-edge barrier to keep cargo dry, RealTruck said, and has a multi-layer aluminum construction over a high-density core to deliver a stronger, more durable surface.

realtruck.com

By SEMA News Editors

 

Attendee registration for the 2026 SEMA Show is officially available at the lowest possible price point––but not for much longer. Prices will increase after this week's deadline (more on that, below). 

 

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 TOMORROW, Friday, 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. 

 

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

 

The specialty-equipment market remained steady and resilient this past year, generating $52.92 billion in accessory and performance parts sales despite mixed economic conditions.

 

SEMA's newly released "2026 SEMA Market Report" explores the trends, consumer behaviors and vehicle-market shifts shaping the future of the automotive aftermarket. From pickup truck modifications and performance upgrades to changing demographics and powertrain trends, the report provides data-driven insights to help businesses identify opportunities and make informed decisions.

 

This article highlights several key findings, but the full report offers a much deeper look at the market forces influencing the industry today and in the years ahead.

 

Personalization Continues to Drive the Aftermarket

 

Vehicle personalization remains a cornerstone of the aftermarket.

 

Approximately one in four vehicle owners purchased accessory or performance products to personalize their vehicles in 2025, reinforcing the continued demand for customization across a broad range of consumers.

 

While enthusiast builds and dedicated project vehicles remain important segments, the research shows that most consumers purchase aftermarket products to personalize, improve or enhance their everyday drivers.

 

What it means: The market opportunity extends well beyond hardcore enthusiasts. Products that help consumers personalize daily-driven vehicles continue to attract significant demand.

 

Pickups Remain the Industry's Largest Segment

 

Pickup trucks continue to generate the largest share of aftermarket sales.

 

According to the report, pickup-related accessories and performance products accounted for 30% of total industry sales in 2025. Vehicle owners spent more than $15 billion modifying pickups for off-road recreation, utility and lifestyle applications.

 

What it means: Trucks remain one of the industry's strongest opportunities, with continued demand for products supporting work, recreation and personalization.

 

Younger Consumers Are Fueling Future Growth

 

The next generation of enthusiasts continues to play a critical role in the aftermarket.

 

More than half of accessory and performance parts buyers are under the age of 40, and younger consumers are more likely to undertake performance-focused and complex vehicle builds than older generations.

 

What it means: Businesses that understand younger consumers' interests, purchasing habits and vehicle preferences will be better positioned for long-term growth.

 

The Vehicle Fleet Continues to Evolve

 

The U.S. vehicle population continues shifting toward crossovers and utility vehicles as automakers produce fewer traditional passenger cars.

 

Even so, coupes, sedans and convertibles still account for more than one-third of vehicles on the road today, representing a substantial market for aftermarket products and services.

 

What it means: Emerging vehicle segments create new opportunities, but established vehicle categories remain highly relevant to the aftermarket.

 

Alternative Powertrains Grow While ICE Remains Dominant

 

Electric and hybrid vehicle sales continue to grow, now representing more than 15% of new-vehicle sales.

 

However, the report indicates that internal combustion engine (ICE) vehicles are expected to remain the dominant powertrain for new vehicles sold in the United States through the next decade.

 

What it means: Aftermarket businesses can continue supporting their core ICE customers while monitoring growing opportunities in hybrid and electric vehicle segments.

 

Turn Data Into Opportunity

 

Understanding where the market is headed can help businesses make smarter decisions about product development, marketing, inventory planning and customer engagement.

 

The "2026 SEMA Market Report" provides a detailed look at:

 

• Industry size and market dynamics.
• Consumer purchasing behavior.
• Pickup truck market trends.
• Younger enthusiast demographics.
• Vehicle fleet and powertrain changes.
• Emerging opportunities across the aftermarket.

 

In a competitive market, access to reliable data can be a valuable advantage.

 

Go Deeper: Save Your Seat for the Market Research Webinar on July 1

 

Want a deeper look at the findings? Join SEMA's Market Research team on Wednesday, July 1, at 10:00 a.m. PDT for a virtual launch webinar, where experts will break down the report's key takeaways, discuss emerging trends and answer attendee questions live.

 

SEMA's Market Research team provides information and insight to help SEMA members and the specialty automotive aftermarket make better business decisions. Its focus is on delivering reports, data and consultation that help companies understand the market and their customers.

 

The full "2026 SEMA Market Report" is available for purchase, with discounted pricing available to SEMA members. Businesses that join SEMA gain access to valuable market research resources, industry insights and tools designed to help them grow and compete more effectively. Learn more about SEMA Membership at sema.org/membership-business.