By SEMA News Editors 

Attendee registration for the 2025 SEMA Show--November 4-7, Las Vegas Convention Center in Las Vegas--opens online in just less than a month on Monday, April 28.  

From cutting-edge vehicle builds to the latest innovations in the automotive aftermarket, the SEMA Show is where the world gathers to experience the energy, passion and creativity that defines the specialty-equipment aftermarket.  

This year's SEMA Show will again offer an unrivaled look into what's happening NOW in the industry, thanks to jaw-dropping custom cars and trucks from top builders, exclusive product debuts from iconic aftermarket brands, high-octane action during live demos and much more, all of which make the SEMA Show the epicenter of car culture. 

Attending the SEMA Show is the best way to stay on top of the latest aftermarket trends and innovations and to connect directly with the people and brands driving the industry forward. With an industry-leading education program, endless opportunities for networking and the power of the aftermarket community behind you, you will leave the SEMA Show with the knowledge and support you need to propel your automotive business forward.  

Organizers recommend attendees register as soon as it opens next month to start planning the best SEMA Show experience for you and your business. Mapping out your Show early gives you the best opportunity to maximize your SEMA Show week, allowing the benefits of attending to reverberate long after you step off the Show floor.  

Approved attendees can secure their SEMA Show badge for only $50 from registration opening on Monday, April 28, through Friday, June 27. After, the registration price will increase. 

SEMA Showgoers are also strongly encouraged to secure their housing online here through onPeak, SEMA's only official hotel provider. Booking a 2025 SEMA Show hotel through onPeak allows attendees and exhibitors to claim hotel loyalty rewards points and book their entire group online with immediate confirmation--knowing they've secured the lowest rate without needing to browse the web for hours. 

Keep an eye on SEMA News and semashow.com for the latest deadlines, updates and opportunities for the 2025 SEMA Show. 

By SEMA News Editors

The following candidates are vying for a seat on the SEMA Board of Directors:

Chair-elect (1 Seat)

• Norris Marshall, BluePrint Engines
• Les Rudd, Bob Cook Sales

Manufacturer (3 Seats)

• Brian Herron, OPUS IVS
• Tim McCarthy, HUSHMAT & ZYCOAT
• Shane McNallie, Lippert/CURT
• Cary Redman, PRW Power
• Marcus Umlauff, Toyota Motor North America (Incumbent)

Manufacturers Rep (1 Seat)

• Rich Butler, R&R Marketing (Incumbent)
• Mark Taylor, KAM Marketing

Voting will take place online between May 19 and June 2 and is open to current SEMA-member companies. Votes must be cast by each company's primary contact. Details on the upcoming election will be sent to the member company's designated primary contact beginning May 19. Winners will be announced by June 9.

From the SEMA Washington, D.C., office

The California Court of Appeal for the Second Appellate District of California, Division 6, recently ruled that the California Coastal Commission does not have the authority to prohibit motorized recreational and overnight camping access at Oceano Dunes State Vehicle Recreation Area (ODSVRA) located near Pismo Beach, California.

According to the Court, the commission's attempt to terminate OHV use at ODSVRA was in conflict with the County of San Luis Obispo's existing Local Coastal Program (LCP), which, among other things, expressly allows OHV use at ODSVRA as part of its recreational element. Under the California Coastal Act, the County LCP--not the Coastal Commission's policy preferences--controls what activities can take place within the county's coastal zone, including Oceano Dunes.

The Court of Appeal's decision follows nearly four years of litigation, in which SEMA, EcoLogic Partners, Inc. (a legal collaboration between the Off-Road Business Association (ORBA), American Sand Association (ASA) and American Motorcyclist Association (AMA) District 37), and Friends of Oceano Dunes sued the Coastal Commission over its March 2021 order demanding that the California Department of Parks and Recreation eliminate OHV use at the ODSVRA. While Friends of Oceano Dunes and EcoLogic/SEMA filed separate lawsuits, both sets of plaintiffs argued successfully that the commission's action was inconsistent with the County's LCP, resulting in a violation of the Coastal Act. The California Court of San Luis Obispo County ruled in favor of SEMA, EcoLogic and Friends of Oceano Dunes in July 2023, which was reaffirmed by the Court of Appeals' recent decision.

"This ruling is a huge win in the fight to protect motorized recreation access in California and across the United States," announced Mike Spagnola, president & CEO of SEMA. "The Coastal Commission's efforts to stop off-road access at Oceano Dunes were unreasonable and set a dangerous precedent. "This is a hard-fought victory for the motorized recreation community and the millions of enthusiasts that recreate at Oceano Dunes each year. SEMA is proud to have supported this lawsuit and is committed to protecting the right to responsibly recreate on California's coast and public lands throughout the country."

The Court of Appeal's decision confirms that OHV recreation at ODSVRA is a lawful use under the County LCP and the Coastal Act generally. The Coastal Commission can either accept that decision or appeal the matter to the California Supreme Court, which grants review in about 3% of the petitions it receives.

Photo courtesy of Shutterstock

From the SEMA Washington, D.C., office

The California Court of Appeal for the Second Appellate District of California, Division 6, recently ruled that the California Coastal Commission does not have the authority to prohibit motorized recreational and overnight camping access at Oceano Dunes State Vehicle Recreation Area (ODSVRA) located near Pismo Beach, California.

According to the Court, the commission's attempt to terminate OHV use at ODSVRA was in conflict with the County of San Luis Obispo's existing Local Coastal Program (LCP), which, among other things, expressly allows OHV use at ODSVRA as part of its recreational element. Under the California Coastal Act, the County LCP--not the Coastal Commission's policy preferences--controls what activities can take place within the county's coastal zone, including Oceano Dunes.

The Court of Appeal's decision follows nearly four years of litigation, in which SEMA, EcoLogic Partners, Inc. (a legal collaboration between the Off-Road Business Association (ORBA), American Sand Association (ASA) and American Motorcyclist Association (AMA) District 37), and Friends of Oceano Dunes sued the Coastal Commission over its March 2021 order demanding that the California Department of Parks and Recreation eliminate OHV use at the ODSVRA. While Friends of Oceano Dunes and EcoLogic/SEMA filed separate lawsuits, both sets of plaintiffs argued successfully that the commission's action was inconsistent with the County's LCP, resulting in a violation of the Coastal Act. The California Court of San Luis Obispo County ruled in favor of SEMA, EcoLogic and Friends of Oceano Dunes in July 2023, which was reaffirmed by the Court of Appeals' recent decision.

"This ruling is a huge win in the fight to protect motorized recreation access in California and across the United States," announced Mike Spagnola, president & CEO of SEMA. "The Coastal Commission's efforts to stop off-road access at Oceano Dunes were unreasonable and set a dangerous precedent. "This is a hard-fought victory for the motorized recreation community and the millions of enthusiasts that recreate at Oceano Dunes each year. SEMA is proud to have supported this lawsuit and is committed to protecting the right to responsibly recreate on California's coast and public lands throughout the country."

The Court of Appeal's decision confirms that OHV recreation at ODSVRA is a lawful use under the County LCP and the Coastal Act generally. The Coastal Commission can either accept that decision or appeal the matter to the California Supreme Court, which grants review in about 3% of the petitions it receives.

Photo courtesy of Shutterstock

From the SEMA Washington, D.C., office

The California Court of Appeal for the Second Appellate District of California, Division 6, recently ruled that the California Coastal Commission does not have the authority to prohibit motorized recreational and overnight camping access at Oceano Dunes State Vehicle Recreation Area (ODSVRA) located near Pismo Beach, California.

According to the Court, the commission's attempt to terminate OHV use at ODSVRA was in conflict with the County of San Luis Obispo's existing Local Coastal Program (LCP), which, among other things, expressly allows OHV use at ODSVRA as part of its recreational element. Under the California Coastal Act, the County LCP--not the Coastal Commission's policy preferences--controls what activities can take place within the county's coastal zone, including Oceano Dunes.

The Court of Appeal's decision follows nearly four years of litigation, in which SEMA, EcoLogic Partners, Inc. (a legal collaboration between the Off-Road Business Association (ORBA), American Sand Association (ASA) and American Motorcyclist Association (AMA) District 37), and Friends of Oceano Dunes sued the Coastal Commission over its March 2021 order demanding that the California Department of Parks and Recreation eliminate OHV use at the ODSVRA. While Friends of Oceano Dunes and EcoLogic/SEMA filed separate lawsuits, both sets of plaintiffs argued successfully that the commission's action was inconsistent with the County's LCP, resulting in a violation of the Coastal Act. The California Court of San Luis Obispo County ruled in favor of SEMA, EcoLogic and Friends of Oceano Dunes in July 2023, which was reaffirmed by the Court of Appeals' recent decision.

"This ruling is a huge win in the fight to protect motorized recreation access in California and across the United States," announced Mike Spagnola, president & CEO of SEMA. "The Coastal Commission's efforts to stop off-road access at Oceano Dunes were unreasonable and set a dangerous precedent. "This is a hard-fought victory for the motorized recreation community and the millions of enthusiasts that recreate at Oceano Dunes each year. SEMA is proud to have supported this lawsuit and is committed to protecting the right to responsibly recreate on California's coast and public lands throughout the country."

The Court of Appeal's decision confirms that OHV recreation at ODSVRA is a lawful use under the County LCP and the Coastal Act generally. The Coastal Commission can either accept that decision or appeal the matter to the California Supreme Court, which grants review in about 3% of the petitions it receives.

Photo courtesy of Shutterstock

From the SEMA Washington, D.C., office

SEMA and PRI have an immediate need for information from industry members on the impact of recently imposed tariffs on your business. Please complete this short survey to help us advocate for your business. 

The information we gather will aid our ability to educate the Trump Administration and congressional lawmakers on how tariffs impact aftermarket businesses.

Information on each type follows:

• China tariffs: A 20% tariff will be imposed in 2025 on top of the 25% tariffs previously in place. 
• Completed imported vehicles: 25% auto tariffs, effective Thursday, April 3. 
  • For vehicles covered by the U.S.-Mexico-Canada Trade Agreement (USMCA), the tariff will be applied to the percentage of the vehicle that contains non-U.S. content. 
• Auto parts: 25% tariff on selected auto parts and components.  
  • The White House announced that the tariffs would apply to engines, transmissions, powertrain parts and electrical components. However, the U.S. government hasn't released the Harmonized Tariff codes indicating which are covered. 
  • Parts that are covered by the USMCA will be tariff-free until the U.S. Department of Commerce establishes a process to tariff non-U.S. content of parts. The deadline to implement these tariffs is Saturday, May 3. 
• Steel and aluminum: 25% tariffs on imported steel and aluminum and some derivative items (Derivative codes for steel can be found here (pages 24-26); derivative codes for aluminum can be found here (pages 19-21). 

If you have any additional questions regarding tariffs, contact Eric Snyder, SEMA's senior director for federal government affairs, at erics@sema.org. 

Image courtesy of Shutterstock

From the SEMA Washington, D.C., office

SEMA and PRI have an immediate need for information from industry members on the impact of recently imposed tariffs on your business. Please complete this short survey to help us advocate for your business. 

The information we gather will aid our ability to educate the Trump Administration and congressional lawmakers on how tariffs impact aftermarket businesses.

Information on each type follows:

• China tariffs: A 20% tariff will be imposed in 2025 on top of the 25% tariffs previously in place. 
• Completed imported vehicles: 25% auto tariffs, effective Thursday, April 3. 
  • For vehicles covered by the U.S.-Mexico-Canada Trade Agreement (USMCA), the tariff will be applied to the percentage of the vehicle that contains non-U.S. content. 
• Auto parts: 25% tariff on selected auto parts and components.  
  • The White House announced that the tariffs would apply to engines, transmissions, powertrain parts and electrical components. However, the U.S. government hasn't released the Harmonized Tariff codes indicating which are covered. 
  • Parts that are covered by the USMCA will be tariff-free until the U.S. Department of Commerce establishes a process to tariff non-U.S. content of parts. The deadline to implement these tariffs is Saturday, May 3. 
• Steel and aluminum: 25% tariffs on imported steel and aluminum and some derivative items (Derivative codes for steel can be found here (pages 24-26); derivative codes for aluminum can be found here (pages 19-21). 

If you have any additional questions regarding tariffs, contact Eric Snyder, SEMA's senior director for federal government affairs, at erics@sema.org. 

Image courtesy of Shutterstock

From the SEMA Washington, D.C., office

Seasoned public affairs professionals are bolstering the SEMA Government Affairs team. Tierra Hubbard is joining SEMA as senior manager for state government affairs. Juan Mejia is joining SEMA as senior manager for federal government affairs. Both will be based in SEMA's Washington, D.C., office.

About Tierra Hubbard: Established Advocate and Lobbyist

Hubbard will support SEMA's state-based advocacy for the eastern half of the United States. Prior to joining SEMA, Hubbard established herself in Minnesota's advocacy circles, working on behalf of nonprofits, local governments and Fortune 500 companies, including in the automotive industry. She recently served as a lobbyist for respected public affairs firm Goff Public and coordinated competitive intelligence gathering for leading global law firm Gibson Dunn.

"It is with great excitement that we add Tierra Hubbard to SEMA's Government Affairs team," said Christian Robinson, SEMA's senior director for state government affairs. "Tierra brings a passion and energy to government relations that will amplify and elevate the issues that are important to our members and the nation's community of automotive enthusiasts. As we advocate on behalf of the specialty automotive aftermarket industry, Tierra's expertise in building strong relationships with lawmakers and helping them understand complex issues will be an asset."

In her new role, Hubbard will lead local engagement with state lawmakers in states east of the Mississippi River: Alabama, Connecticut, Delaware, Florida, Georgia, Illinois, Indiana, Kentucky, Maine, Maryland, Massachusetts, Michigan, Mississippi, New Hampshire, New Jersey, New York, North Carolina, Ohio, Pennsylvania, Rhode Island, South Carolina, Tennessee, Vermont, Virginia, West Virginia, Wisconsin and the District of Columbia. Hubbard will work to secure the enactment of laws and policies that support the automotive aftermarket industry's ability to bring innovative products to market, as well as support the issues that impact the nation's millions of automotive enthusiasts.

"I'm very excited to get started with SEMA and support our members and automotive enthusiasts on the issues that impact their businesses and ways of life," said Hubbard. "The automotive aftermarket industry is a vibrant, colorful slice of the American experience, and I'm looking forward to helping our industry's small businesses operate on a level playing field where they can meet the needs of their customers: car enthusiasts. And for those car enthusiasts, I look forward to serving as a champion in statehouses across the nation of their way of life."

Hubbard, a native of Minnesota, holds a degree in political science and criminal justice from George Washington University.

About Juan Mejia: Public Affairs Portfolio Bolstered by Lobbying and Campaign Experience

Mejia will support SEMA's advocacy efforts before Congress and executive branch agencies. Prior to joining SEMA, Mejia developed a strong public affairs portfolio in Washington, D.C., both as a registered lobbyist and political campaign staffer. Mejia most recently served as a Washington, D.C.-based in-house lobbyist for the University of Arizona as director of federal relations. 

"I'm very excited to add Juan to the SEMA team in Washington, D.C.," said Eric Snyder, SEMA's senior director for federal government affairs. "Juan's broad experience working with lawmakers and regulators will provide great value to SEMA's members in the automotive aftermarket industry, particularly as we navigate the new Congress and work with the Trump Administration. Juan excels in establishing important relationships on Capitol Hill that will be critical to ensuring our members have a seat at the table for the important issues affecting the aftermarket."

In his role with SEMA, Mejia will provide a direct line of communication between lawmakers and regulatory agencies, their staff, and SEMA's members. Mejia also will support SEMA's analysis of federal policy and execution of government relations strategy. 

"Cars captured my attention from an early age and spurred my interest in public policy – after all, you cannot tell the story of America without the automobile," said Mejia. "I am eager to work alongside a talented team and increase our federal advocacy footprint on behalf of our members."

Mejia is a native of Beaumont, Texas. He holds a degree in economics from Lamar University. 

From the SEMA Washington, D.C., office

Seasoned public affairs professionals are bolstering the SEMA Government Affairs team. Tierra Hubbard is joining SEMA as senior manager for state government affairs. Juan Mejia is joining SEMA as senior manager for federal government affairs. Both will be based in SEMA's Washington, D.C., office.

About Tierra Hubbard: Established Advocate and Lobbyist

Hubbard will support SEMA's state-based advocacy for the eastern half of the United States. Prior to joining SEMA, Hubbard established herself in Minnesota's advocacy circles, working on behalf of nonprofits, local governments and Fortune 500 companies, including in the automotive industry. She recently served as a lobbyist for respected public affairs firm Goff Public and coordinated competitive intelligence gathering for leading global law firm Gibson Dunn.

"It is with great excitement that we add Tierra Hubbard to SEMA's Government Affairs team," said Christian Robinson, SEMA's senior director for state government affairs. "Tierra brings a passion and energy to government relations that will amplify and elevate the issues that are important to our members and the nation's community of automotive enthusiasts. As we advocate on behalf of the specialty automotive aftermarket industry, Tierra's expertise in building strong relationships with lawmakers and helping them understand complex issues will be an asset."

In her new role, Hubbard will lead local engagement with state lawmakers in states east of the Mississippi River: Alabama, Connecticut, Delaware, Florida, Georgia, Illinois, Indiana, Kentucky, Maine, Maryland, Massachusetts, Michigan, Mississippi, New Hampshire, New Jersey, New York, North Carolina, Ohio, Pennsylvania, Rhode Island, South Carolina, Tennessee, Vermont, Virginia, West Virginia, Wisconsin and the District of Columbia. Hubbard will work to secure the enactment of laws and policies that support the automotive aftermarket industry's ability to bring innovative products to market, as well as support the issues that impact the nation's millions of automotive enthusiasts.

"I'm very excited to get started with SEMA and support our members and automotive enthusiasts on the issues that impact their businesses and ways of life," said Hubbard. "The automotive aftermarket industry is a vibrant, colorful slice of the American experience, and I'm looking forward to helping our industry's small businesses operate on a level playing field where they can meet the needs of their customers: car enthusiasts. And for those car enthusiasts, I look forward to serving as a champion in statehouses across the nation of their way of life."

Hubbard, a native of Minnesota, holds a degree in political science and criminal justice from George Washington University.

About Juan Mejia: Public Affairs Portfolio Bolstered by Lobbying and Campaign Experience

Mejia will support SEMA's advocacy efforts before Congress and executive branch agencies. Prior to joining SEMA, Mejia developed a strong public affairs portfolio in Washington, D.C., both as a registered lobbyist and political campaign staffer. Mejia most recently served as a Washington, D.C.-based in-house lobbyist for the University of Arizona as director of federal relations. 

"I'm very excited to add Juan to the SEMA team in Washington, D.C.," said Eric Snyder, SEMA's senior director for federal government affairs. "Juan's broad experience working with lawmakers and regulators will provide great value to SEMA's members in the automotive aftermarket industry, particularly as we navigate the new Congress and work with the Trump Administration. Juan excels in establishing important relationships on Capitol Hill that will be critical to ensuring our members have a seat at the table for the important issues affecting the aftermarket."

In his role with SEMA, Mejia will provide a direct line of communication between lawmakers and regulatory agencies, their staff, and SEMA's members. Mejia also will support SEMA's analysis of federal policy and execution of government relations strategy. 

"Cars captured my attention from an early age and spurred my interest in public policy – after all, you cannot tell the story of America without the automobile," said Mejia. "I am eager to work alongside a talented team and increase our federal advocacy footprint on behalf of our members."

Mejia is a native of Beaumont, Texas. He holds a degree in economics from Lamar University. 

By SEMA News Editors

Registration is open for the SEMA Show Exhibitor Summit, the annual program for exhibitors to learn how to maximize their Show experience, returns to Las Vegas in 2025 with new dates: Wednesday, June 25, Thursday, June 26, and Friday, June 27 (travel date).

Register and view the 2025 SEMA Show Exhibitor Summit agenda and more details at semashow.com/exhibitor-summit.

Haven't yet signed up your brand to exhibit at the 2025 SEMA Show? The priority booth space selection process deadline has passed, but there is still time to secure your spot on the SEMA Show floor. Submit your exhibit space rental application and deposit as soon as possible.

While space applications are accepted at any time leading up to the event in November, submitting an ESRA and deposit by March 28 will give exhibitors the first opportunity to select their booth locations for the upcoming SEMA Show, where you can showcase your brand's latest and greatest parts and products to a massive audience of aftermarket dealmakers, business peers and automotive enthusiasts.

For those that have already secured their SEMA Show booth, the Exhibitor Summit, which will take place at the Las Vegas Convention Center (LVCC) South Hall Skybridge, will lead exhibitors through the art of the exhibit, step-by-step, to maximize their SEMA Show experience at the LVCC later this year, November 4-7.

"Exhibiting at the SEMA Show is an art form with proven best practices and techniques that exhibitors can utilize to maximize their ROI. At the Exhibitor Summit across two days, you and your team will be armed with practical and proven strategies for lead generation, media engagement, booth layout, debuting products and cost-saving opportunities," said Andy Tompkins, SEMA trade show director. "Just make it to Vegas, and we've got your SEMA Show planning covered. But hurry, space is limited, so register and secure your spot today!"

As the SEMA Show continues to evolve, the Summit provides exhibitors with effective lead generation and sales-building programs as well as the latest information on how to build brand visibility, media engagement and marketing reach.

To support this mission, prominent content creators and media members will share first-hand insights on how they approach covering the SEMA Show, revealing to exhibitors how they can maximize their booth's impact on the media. In addition, organizers will also provide tips on launching new products, free and low-cost sponsorship opportunities, and everything exhibitors need to know to save time and money at the SEMA Show. Those seeking booth design and layout direction will not be disappointed, as the SEMA Show team will also share ways to create the best possible booth presentation that aligns with a brand's specific goals and needs.

Longtime exhibitors may notice an earlier Exhibitor Summit date this year. This change was designed to bring more impact to the event, as it will provide exhibitors with more time to put event takeaways into an actionable exhibit plan.

Register to join the SEMA Show team in Vegas this June, and we'll handle the rest. Exhibitors enjoy complimentary registration, a two-night hotel stay (for up to two representatives from each exhibiting company), and select meals courtesy of SEMA.

View the agenda and register for the 2025 SEMA Show Exhibitor Summit at semashow.com/exhibitor-summit.

Haven't signed up to exhibit at the 2025 SEMA Show yet? Get ready to power your sales and marketing yearlong with a booth at the SEMA Show and learn more details here. The priority booth space selection process deadline has passed, but there is still time to secure your spot on the SEMA Show floor. Questions? Visit semashow.com/exhibitor or view key SEMA Show contacts here.