By SEMA News Editors

 

The numbers are in, and SEMA's newest market research report reveals where growth opportunities are emerging across the specialty-equipment industry.

 

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.

 

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.

 

By SEMA News Editors

 

SEMA has announced the musical lineup for SEMA Fest, taking place Friday, November 6, at the Las Vegas Convention Center. Headlined by multi-platinum punk rock icons The Offspring, the lineup also features anthemic alt-rockers Jimmy Eat World, genre-blending rock reggae outfit 311, and California rock band The Alive. Together, these chart-topping, arena-caliber acts will bring their catalog of massive hits to SEMA Fest, delivering the ultimate intersection of high-octane and high-decibels, a one-day celebration of the long-standing bond between music and car culture that closes out SEMA Week with an unforgettable public experience.  

 

Early bird pre-sale tickets are available Wednesday, July 15, with the general on-sale kicking off this Friday, July 17 at 10:00 a.m. PDT via semafest.com.

 

General admission and VIP concert access tickets are available, as are combined tickets, offering entry to both SEMA Fest and SEMA Show Friday public access. This exclusive bundle gives automotive enthusiasts rare access to the world's largest automotive aftermarket trade event--typically reserved for industry insiders--alongside performances from some of today’s biggest bands. 

 

"SEMA Fest represents where our industry is headed, at the crossroads of innovation, lifestyle and cultural relevance," said Tom Gattuso, SEMA vice president of events. "By bringing together the world's premier automotive gathering with iconic music, immersive automotive experiences and enthusiast access, we are creating a powerful platform that expands the reach of car culture, strengthens engagement with new audiences and sends SEMA Week out on a high-energy, high-impact note."

 

SEMA Fest serves as the official "closing ceremony" of SEMA Week, transforming the world's premier automotive trade show into a massive public celebration and extending the energy of the SEMA Show into a day-long experience. (Learn more at semashow.com).

 

The day begins inside the Las Vegas Convention Center, where attendees can explore the SEMA Show floor, including 2,000-plus exhibiting brands and vendors, thousands of custom builds and the latest in automotive products and technology.  

 

As the day continues, the action moves outdoors for the legendary SEMA Cruise and high-intensity motorsports demonstrations that keep the excitement building throughout the afternoon.  

 

Then, as the sun sets, attention turns to the SEMA Fest stage, where live music and automotive adrenaline come together in one immersive environment. The automotive excitement continues into the evening with featured vehicle displays and motorsports performances that keep car culture front and center through the final encore.  

 

2026 Musical Lineup for SEMA Fest

 

Multi-platinum punk rock icons The Offspring bring decades of Southern California punk-rock energy to SEMA Fest. Formed in Garden Grove in 1984, the band is known for their generation-defining hits such as "Self Esteem," "Come Out and Play," "The Kids Aren't Alright" and "Pretty Fly (For a White Guy)." Widely credited with helping revive mainstream interest in punk rock during the '90s, The Offspring has sold more than 45 million records worldwide.  

 

Jimmy Eat World adds its signature anthemic alternative-rock sound to the lineup. The band broke through globally with "The Middle," which reached No. 1 on Billboard's Modern Rock Tracks chart and became one of the defining rock songs of the early '00s.  

 

311 brings its unmistakable blend of rock, reggae, funk and hip-hop influences to the main stage. The band has released 14 studio albums, sold more than 10 million records in the United States and remains known for crowd favorites such as "Down," "Amber" and "All Mixed Up." 

 

The Alive rounds out the bill with a fresh California rock sound rooted in surf, skate and hard-driving live performance. The band cites influences including Black Sabbath, Nirvana, Rush and Queens of the Stone Age, making them a fitting addition to a lineup built on energy, edge and attitude. 

 

Featured Experiences at SEMA Fest

 

The evening's adrenaline will be amplified by world-class automotive demos, including drifting demonstrations from OPTIMA and the high-energy Globe of Death.  

 

Supercar Saturdays Florida returns to SEMA Fest with a curated showcase of rare hypercars and exotic vehicles following its debut SEMA Fest appearance in 2025, where it presented an exclusive hypercar and supercar display.  

 

For the latest updates, follow @SEMAFestOfficial on social media or visit semafest.com. 

 

About SEMA Fest 

SEMA Fest is where car culture, motorsports and live music converge for an adrenaline-fueled experience open to the public. Created by the Specialty Equipment Market Association (SEMA), producers of the world-renowned SEMA Show, SEMA Fest brings together top automotive lifestyle brands, high-performance demonstrations, custom vehicles and an all-star music lineup in Las Vegas. Held during SEMA Week on the Las Vegas Convention Center campus, the event invites enthusiasts of all kinds to experience the energy of motorsports alongside performances from chart-topping artists, fan activations, vendors, food and more. 

 

 

About SEMA and the SEMA Show 

The SEMA Show is a trade show produced by the Specialty Equipment Market Association (SEMA), a nonprofit trade association founded in 1963. Since the first SEMA Show debuted in 1967, the annual event has served as the leading venue bringing together manufacturers and buyers within the automotive specialty-equipment industry. Products featured at the SEMA Show include those that enhance the styling, functionality, comfort, convenience and safety of cars and trucks. Additional details are available at semashow.com or sema.org. Want to contact SEMA via phone? Call 909-396-0289. 

 

By SEMA News Editors

 

SEMA has announced the musical lineup for SEMA Fest, taking place Friday, November 6, at the Las Vegas Convention Center. Headlined by multi-platinum punk rock icons The Offspring, the lineup also features anthemic alt-rockers Jimmy Eat World, genre-blending rock reggae outfit 311, and California rock band The Alive. Together, these chart-topping, arena-caliber acts will bring their catalog of massive hits to SEMA Fest, delivering the ultimate intersection of high-octane and high-decibels, a one-day celebration of the long-standing bond between music and car culture that closes out SEMA Week with an unforgettable public experience.  

 

Early bird pre-sale tickets are available Wednesday, July 15, with the general on-sale kicking off this Friday, July 17 at 10:00 a.m. PDT via semafest.com.

 

General admission and VIP concert access tickets are available, as are combined tickets, offering entry to both SEMA Fest and SEMA Show Friday public access. This exclusive bundle gives automotive enthusiasts rare access to the world's largest automotive aftermarket trade event--typically reserved for industry insiders--alongside performances from some of today’s biggest bands. 

 

"SEMA Fest represents where our industry is headed, at the crossroads of innovation, lifestyle and cultural relevance," said Tom Gattuso, SEMA vice president of events. "By bringing together the world's premier automotive gathering with iconic music, immersive automotive experiences and enthusiast access, we are creating a powerful platform that expands the reach of car culture, strengthens engagement with new audiences and sends SEMA Week out on a high-energy, high-impact note."

 

SEMA Fest serves as the official "closing ceremony" of SEMA Week, transforming the world's premier automotive trade show into a massive public celebration and extending the energy of the SEMA Show into a day-long experience. (Learn more at semashow.com).

 

The day begins inside the Las Vegas Convention Center, where attendees can explore the SEMA Show floor, including 2,000-plus exhibiting brands and vendors, thousands of custom builds and the latest in automotive products and technology.  

 

As the day continues, the action moves outdoors for the legendary SEMA Cruise and high-intensity motorsports demonstrations that keep the excitement building throughout the afternoon.  

 

Then, as the sun sets, attention turns to the SEMA Fest stage, where live music and automotive adrenaline come together in one immersive environment. The automotive excitement continues into the evening with featured vehicle displays and motorsports performances that keep car culture front and center through the final encore.  

 

2026 Musical Lineup for SEMA Fest

 

Multi-platinum punk rock icons The Offspring bring decades of Southern California punk-rock energy to SEMA Fest. Formed in Garden Grove in 1984, the band is known for their generation-defining hits such as "Self Esteem," "Come Out and Play," "The Kids Aren't Alright" and "Pretty Fly (For a White Guy)." Widely credited with helping revive mainstream interest in punk rock during the '90s, The Offspring has sold more than 45 million records worldwide.  

 

Jimmy Eat World adds its signature anthemic alternative-rock sound to the lineup. The band broke through globally with "The Middle," which reached No. 1 on Billboard's Modern Rock Tracks chart and became one of the defining rock songs of the early '00s.  

 

311 brings its unmistakable blend of rock, reggae, funk and hip-hop influences to the main stage. The band has released 14 studio albums, sold more than 10 million records in the United States and remains known for crowd favorites such as "Down," "Amber" and "All Mixed Up." 

 

The Alive rounds out the bill with a fresh California rock sound rooted in surf, skate and hard-driving live performance. The band cites influences including Black Sabbath, Nirvana, Rush and Queens of the Stone Age, making them a fitting addition to a lineup built on energy, edge and attitude. 

 

Featured Experiences at SEMA Fest

 

The evening's adrenaline will be amplified by world-class automotive demos, including drifting demonstrations from OPTIMA and the high-energy Globe of Death.  

 

Supercar Saturdays Florida returns to SEMA Fest with a curated showcase of rare hypercars and exotic vehicles following its debut SEMA Fest appearance in 2025, where it presented an exclusive hypercar and supercar display.  

 

For the latest updates, follow @SEMAFestOfficial on social media or visit semafest.com. 

 

About SEMA Fest 

SEMA Fest is where car culture, motorsports and live music converge for an adrenaline-fueled experience open to the public. Created by the Specialty Equipment Market Association (SEMA), producers of the world-renowned SEMA Show, SEMA Fest brings together top automotive lifestyle brands, high-performance demonstrations, custom vehicles and an all-star music lineup in Las Vegas. Held during SEMA Week on the Las Vegas Convention Center campus, the event invites enthusiasts of all kinds to experience the energy of motorsports alongside performances from chart-topping artists, fan activations, vendors, food and more. 

 

 

About SEMA and the SEMA Show 

The SEMA Show is a trade show produced by the Specialty Equipment Market Association (SEMA), a nonprofit trade association founded in 1963. Since the first SEMA Show debuted in 1967, the annual event has served as the leading venue bringing together manufacturers and buyers within the automotive specialty-equipment industry. Products featured at the SEMA Show include those that enhance the styling, functionality, comfort, convenience and safety of cars and trucks. Additional details are available at semashow.com or sema.org. Want to contact SEMA via phone? Call 909-396-0289. 

 

By Ashley Reyes

 

Specialty automotive parts companies are facing a shortage of skilled talent. At the same time, hundreds of engineering students are preparing to graduate and looking for their first professional opportunity.

 

Both sides face a common challenge, but one event is helping SEMA members bridge the gap: The Emerging Trends & Technology Network (ETTN) Career Fair, taking place at the SEMA Garage Detroit on Saturday, September 26. Company registration is open now. 

 

Held in partnership with the Society of Automotive Engineers (SAE), the ETTN Career Fair offers aftermarket employers a free opportunity to meet face-to-face with students who are passionate about careers in the automotive aftermarket.

 

Why Companies Should Attend

• Connect directly with future engineers who are passionate about vehicles, innovation and technology.
• Promote career opportunities and open positions.
• Build relationships with emerging engineers and technical professionals.
• Support workforce development within the aftermarket industry.
• Network with other aftermarket professionals and industry leaders in attendance.  

 

If your company is searching for future automotive engineers who are work-ready, eager to learn and want to contribute to a growing and passionate industry, the ETTN Career Fair is a valuable opportunity to meet motivated students and build your future workforce.

 

 

By SEMA News Editors

 

As automotive aftermarket professionals prepare to descend on Las Vegas for the 2026 SEMA Show, November 3-6, it's important for exhibitors to keep critical deadlines and checklists in mind.

 

To help your brand prepare to connect with dedicated buyers, influencers, dealers and automotive professionals, SEMA has compiled exhibitor resources to help you track upcoming deadlines and stay on budget.

 

SEMA Show Deadlines List for Exhibitors

 

This all-encompassing checklist provides a breakdown of deadlines for booth orders, rentals, booth vehicle applications, celebrity appearance notifications and more key dates, some of which are also detailed in this article below.

 

View the SEMA Show deadlines checklist.

 

Upcoming Key Exhibitor Deadlines for the 2026 SEMA Show

 

Be sure to check out the complete list of deadlines for more dates, including the upcoming July 31 deadline for Feature Vehicle Display applications. The Feature Vehicle Display program allows exhibitors to expand their Show presence beyond their booth space and is open to vehicles of all categories and applications of the aftermarket.

• July 31: Feature Vehicle Display application (vehicles displayed outside of booth). Details may be found in the "Vehicle/Car Display Opportunities" section of semashow.com/esm.
  • Approved applicants who submit by July 31 will receive an approval and confirmation email on August 28. Applications submitted after the July deadline are subject to approval at the end of September, or as space allows.
• August 14: Press/Media Conference Application & SEMA Show Directory listing information due.
• August 21: SEMA Show Directory ad space reservations due (materials due August 27).
• August 28: Celebrity Appearance Notification due (to be included in printed materials).

 

SEMA Show Budget Checklist

 

This checklist allows exhibitors to keep track of all costs––like exhibit design, booth services, freight/material handling, labor and miscellaneous fees. Simply input the exhibiting company name for a personalized form.

 

View the SEMA Show budget checklist.

 

One of the best ways to save is to place orders with the Freeman event agency before the "advance rate" deadline on October 1.

 

Don't forget that the Exhibitor Services Manual is a one-stop shop for all things related to exhibiting at the SEMA Show. It contains everything companies need to know to exhibit like a pro, including the deadline and budget checklists.

 

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 Ashley Reyes

 

Artificial intelligence (AI) is a frequent topic of conversation, but for automotive restylers, understanding how to use it to improve shop efficiency and profit isn't always straightforward.

 

To help automotive restyler professionals learn how to apply AI to their business, the SEMA Professional Restylers Organization (PRO) will host a virtual general membership meeting and panel discussion on Tuesday, August 25, at 10:30 a.m. PT/1:30 p.m. ET.

 

Register here.

 

 

During the general membership meeting, select committee leaders will share brief updates on current member resources, plus PRO events planned for the 2026 SEMA Show, like the PRO Cup Challenge. The event will then transition into a panel discussion, giving attendees a rare opportunity to learn AI best practices from aftermarket leaders.

 

Moderated by Jesse Stoddard of AutoStyle Marketing, the session will feature panelists Grant Evans of Ecoological and Noah Rhodes of AutoStyle Marketing. Together, they will share strategies for implementing AI to increase revenue, save money and save time.

 

This session will cover how to use AI for: 

• Improving customer communication and follow-up.
• Creating marketing content faster.
• Organizing SOPs and team knowledge.
• Supporting sales and operations workflows.
• Helping customers visualize upgrades before they buy.

 

As AI shifts the way businesses operate, now is the time to secure your spot and gain a competitive advantage. 

 

Register now.

 

Feed image courtesy of Shutterstock | Summit Art Creations

 

By Ashley Reyes

 

The SEMA Hot Rod Industry Alliance (HRIA) is bringing hot-rod education and networking to the National Street Rod Association (NSRA) Street Rod Nationals in Louisville, Kentucky, as part of its Education Days program, taking place August 6-7.  

 

What Is HRIA Education Days?

HRIA Education Days is a popular program enabling NSRA Street Rod Nationals attendees to join hour-long educational seminars led by top manufacturers in the hot-rod space. The seminars feature valuable information and insights into best practices for building a hot rod and installing and choosing certain products.

 

What Topics Will Be Covered?

HRIA Education Days at the NSRA Street Rod Nationals will feature 10 seminars scheduled throughout two days. Topics include "Steering System Setup for Custom Builds: Parts, Setup and Performance," "Performance A/C Systems: Components, Installation and Avoiding Common Mistakes," "Automotive Wiring Essentials: Relays, Protection and Practical Tips," "Inside Engine Manufacturing: From Design to Dyno" and more. View the full schedule.

 

Benefits of Attending

HRIA Education Days makes it easy to obtain detailed information about product selection, installation best practices and industry trends directly from technical experts and manufacturers who work with hot-rod products and systems daily. All seminars are free to NSRA Street Rod Nationals attendees. 

 

To view the full seminar schedule or learn more, visit sema.org/hria-education-days.

 

By SEMA News Editors

 

Ferrari Unveils an Exclusive Ferrari Luce Tailor Made for Charity Auction During Monterey Car Week 2026

 

Ferrari has announced that an exclusive Ferrari Luce Tailor Made, a unique masterpiece and the very first Luce chassis, will be auctioned by RM Sotheby's during the prestigious Monterey Car Week in California in August 2026. Developed in close collaboration with the Ferrari Tailor Made program and the Ferrari Design Studio, "Chassis 0" represents one of the most advanced expressions of Ferrari's technical innovation, research in the fields of design, materials and color, and artisanal excellence.

 

Proceeds through The Ferrari Foundation, a 501(c) (3) public charity, will be partly donated to ongoing educational projects in the United States and partly to M-TECH Alfredo Ferrari.

 

As the Maranello marque's first electric Ferrari and first four-door, five-seat vehicle, the Ferrari Luce combines driving thrills, performance, versatility and comfort, according to the automaker.

 

FERRARI LUCE–TECHNICAL SPECIFICATIONS

 

Dimensions and Weight

• Length: 197.9 in. (5,026 mm)
• Width (without mirrors): 78.7 in. (1,999 mm)
• Height: 60.8 in. (1,544 mm)
• Wheelbase: 116.6 in. (2,961 mm)
• Front Track: 66.8 in. (1,696 mm)
• Rear Track: 66.5 in. (1,690 mm)
• Curb Weight*: 4,982 lbs. (2,260 kg)
• Weight-to-Power Ratio: 4.76 lbs./hp (2.16 kg/cv)
• Weight Distribution: 47% Front / 53% Rear
• Cargo Capacity: 21.1 cu. ft. (597 L)

Tires

• Front: 265/35R23 on 23x9.5 wheels
• Rear: 315/30R24 on 24x11 wheels

Brakes

• Front: Carbon-Ceramic (CCM), 390 x 34 mm
• Rear: Carbon-Ceramic (CCM), 372 x 34 mm

Powertrain

• Electric Motors: Four (one per wheel)
• Maximum Power**: 1,050 hp (772 kW)
• Maximum Torque (at motors)**: 730 lb.-ft. (990 Nm)
• Maximum Torque (at wheels): 8,482 lb.-ft. (11,500 Nm)

Front E-Axle

• Axle Output: 282 hp (210 kW)
• Wheel Torque**: 2,508 lb.-ft. (3,400 Nm)
• Motor Torque**: 207 lb.-ft. (280 Nm)
• Power Density: 3.23 kW/kg (93% efficiency)
• Maximum Motor Speed: 30,000 rpm
• Weight: 143 lbs. (65 kg)

Rear E-Axle

• Axle Output: 831 hp (620 kW)
• Wheel Torque**: 5,716 lb.-ft. (7,750 Nm)
• Motor Torque**: 524 lb.-ft. (710 Nm)
• Power Density: 4.80 kW/kg (93% efficiency)
• Maximum Motor Speed: 25,500 rpm
• Weight: 284 lbs. (129 kg)

Battery

• Cell Count: 210 (15 modules with 14 cells each)
• Total Energy Density: 195 Wh/kg
• Cell Energy Density: 305 Wh/kg
• Gross Capacity: 122 kWh
• Maximum Voltage: 800 V
• Maximum Charging Rate: 350 kW

Performance

• 0–62 mph (0–100 km/h): 2.5 sec.
• 0–124 mph (0–200 km/h): 6.8 sec.
• Top Speed: 193 mph (310 km/h)
• Estimated Range***: 329 miles (530 km)
• Energy Consumption (WLTP): Pending Homologation

* With optional equipment.
** In Launch Control mode.
*** Manufacturer estimate; certification pending homologation.

 

Learn more here.

 

 

Turn 14 Adds New Outside Territory Manager

 

Turn 14 Distribution is strengthening its representation in the powersports sector with the addition of Garrett Comer as outside territory manager for the Arizona and California territories.

 

An avid off-road enthusiast, Comer brings previous industry experience to the role, in addition to an understanding of dealer and distributor dynamics, the company said. He previously served as a general manager and parts specialist with a large dealer group in Arizona.

 

As outside territory manager for Arizona and California, Comer will continue to define and expand Turn 14 Distribution's presence in the powersports realm, the company said. With an emphasis on further growing dealer trust, Comer is primed to help position Turn 14 as a pillar in the powersports aftermarket moving forward and will share the Southwest territory with counterpart Brenden Gill, according to Turn 14.

 

For more information, visit turn14.com.

 

 

Ferrari Luce image courtesy of Ferrari

 

By SEMA News Editors

 

Roush Performance

'27 Ram 1500 Direct Connection by Roush

Built on the '27 Ram 1500 Big Horn Crew Cab 4x4 with a 5.7L Hemi V8, the OEM-backed package adds a Roush coil-over suspension, 33-in. all-terrain tires, an active cat-back exhaust, exclusive exterior styling and premium interior accents while retaining the truck's factory drivability, towing capability and advanced driver-assistance systems. Available through Ram dealers in five exterior colors, the truck combines Ram's proven capability with Roush's performance engineering for a more capable, off-road-ready pickup, according to the company.

 

Hot Shot's Secret

Pure Diamond Bypass Filtration System

 

Hot Shot’s Secret has launched the Pure Diamond Bypass Filtration System, a bypass oil filtration solution engineered to deliver cleaner oil and extended engine life across a range of application, the company said. A supplemental oil filtration system has been engineered to continuously remove solid contaminants such as wear metals, carbon (soot) and dirt from engine oil at a controlled rate, capturing particles down to two microns.

hotshotsecret.com

 

 

Wilwood Disc Brakes

Flexline OE Caliper Brake Lines

 

Wilwood Disc Brakes has rolled out a new high-performance Flexline program for OE calipers. Specific to year, make and model, Wilwood’s OE Flexline kits are direct replacements for factory rubber lines, providing the correct length and fittings from the vehicle’s hard lines to the calipers. High-performance features include a Teflon inner liner, a tightly woven stainless steel braid and an outer layer of PVC armor.

wilwood.com

 

 

RETRAC

Mack Anthem and Pioneer MagLatch Brackets

 

Now available for select Mack Anthem and Pioneer trucks, RETRAC MagLatch mounting brackets make grille guard installation faster and easier than ever. Engineered for a secure, vehicle-specific fit, these brackets provide fast, drill-free installation of compatible RETRAC grille guards.

retracmirrors.com

By Ashley Reyes

 

Are you a truck and off-road builder with great skills and ideas? 

 

The SEMA Truck & Off-Road Alliance (TORA) will be featuring up to 10 standout builds at the 2026 SEMA Show, November 3-6, as part of its Feature Vehicle Showcase. Submit your application now at www.sema.org/tora-feature-vehicles.  

 

The TORA Feature Vehicle Showcase is open to current TORA members as a membership benefit. Not a TORA member? Learn more and join.

 

What's in It for You:

 

1. SEMA Show Feature Vehicle Placement

Your vehicle will be displayed in a high-traffic, outside walkway between the Las Vegas Convention Center North and West Halls, exposing your brand to thousands of key decision-makers, buyers and media representatives.

 

2. Strengthen Your Credibility

Your participation in the Showcase signals that your business meets the highest standards of innovation and creativity in the truck and off-road space.

 

3. Compete for an Award

All TORA Feature Vehicles are eligible to win the TORA Feature Vehicle Best in Show Award voted on by SEMA Showgoers. The winner will be announced in front of industry peers during the TORA SEMA Show Reception.

 

4. Build Awareness of New Products  

Buyers and media are always looking for what's new and different. The Showcase is your opportunity to spotlight noteworthy products and demonstrate real-world applications. 

 

5. Gain Brand Exposure Beyond the Show

All TORA Feature Vehicles are promoted on TORA's social-media channels and SEMA News during and after the SEMA Show.

 

Ready to expand your reach and reputation in the truck and off-road industry? Start here.