By SEMA News Editors 

SEMA is expanding the SEMA Show's powersports presence by launching a dedicated Powersports/Side-by-Side (SxS)/Lifestyle section at the 2026 SEMA Show, held November 3-6 in Las Vegas. This strategic expansion creates a unified home for the rapidly growing intersection of the automotive and powersports communities.
 

The initiative is a direct response to clear market demand and the evolving habits of the modern enthusiast. SEMA research confirms that the crossover between these worlds is seamless: the vast majority of enthusiasts do not limit themselves to a single vehicle type, often owning a combination of modified trucks, SUVs and various recreational powersports vehicles.
 

"This expansion is a bold step forward in SEMA's mission to serve the entire enthusiast ecosystem," said SEMA Vice President of Events Tom Gattuso. "Powersports has always been an integral part of SEMA's DNA, and we are now providing this community with the dedicated platform it deserves. By integrating powersports and related lifestyle products into our Show floor, we are creating a more powerful, unified resource for the aftermarket. This move celebrates the natural synergy between automotive and outdoor recreation, ensuring our members have the advocacy, resources and product discovery platform they need to thrive in a modern, evolving market."

A Dynamic Activation in the West Hall 

The Powersports/SxS/Lifestyle section will be anchored in the West Hall, utilizing a layout designed for long-term growth. The location offers unique access to adjacent parking lots for dynamic outdoor activations and vehicle demonstrations.
 

The Show floor will undergo an evolution to group Trucks, Off-Road and Powersports together, reflecting the "total package" approach enthusiasts take toward their adventure builds. The section will highlight a diverse range of categories, including:
 

• Motorcycles and dirt bikes
• Side-by-Sides
• Trailers and tow vehicles
• Related adventure lifestyle gear and accessories

New and returning manufacturers are already showing excitement for the expanded section.

"We're proud to represent KYT Helmets at SEMA 2026," said TJ Jira, CEO of KYT Americas. "We believe it's an opportunity to elevate powersports and bring more visibility to our brand in the market."
 

An Integrated Attendee Experience
 

For attendees, the new layout enhances business opportunities by placing complementary products in a single, high-energy destination.
 

"Attendees can expect an immersive and highly interactive experience that mirrors how they actually live and work," said SEMA Trade Show Director Andy Tompkins. "By grouping powersports and lifestyle gear alongside our world-class truck and off-road sections, we are providing an unmatched opportunity to see the latest in the adventure market."

Market-Aligned Synergy

SEMA's membership is already a powerhouse in the powersports sector. According to SEMA Research, 60% of specialty-equipment manufacturers already produce products for at least one type of powersports or recreational vehicle, while 47% of retailers and installers sell to these segments.

Beyond the Show floor, SEMA offers members tools to modernize their businesses, including data resources, technical services and a powerful unified voice to protect the industry's future. Through the acquisition of the Off-Road Business Association (ORBA), SEMA has strengthened its presence in Washington, D.C., and Sacramento, California, to fight for land-use protection and motorized recreation access--issues that are critical to the survival of the powersports industry.

The new section allows the entire ecosystem to gather, learn about the latest products, take part in cutting-edge education to grow businesses and careers, and unite to solve opportunities and challenges facing the powersports marketplace.
 

Important Deadlines

Interested exhibitors can learn more and reserve a booth at www.semashow.com/powersports, or by contacting Mike Ausec, industry sales director, powersports and lifestyle, at mikea@sema.org or 714-213-1584.
 

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 opens in Spring 2026; to sign up for notifications, visit here. For more information, visit semashow.com

By the SEMA Washington, D.C., office

SEMA, on behalf of the specialty automotive aftermarket industry and community of automotive enthusiasts nationwide, believes that individuals' right to repair and modify the vehicles they own is essential to a free nation and the future of the industry.  
 

New barriers, whether legal or technological, hinder vehicle owners' ability to work on their vehicles, seek repairs at independent automotive shops, and manufacture and install replacement and specialty parts, software and services to enhance their vehicles' safety, performance and comfort each year.
 

These barriers represent an ever-evolving challenge to vehicle owners and the thousands of businesses that make up the specialty automotive aftermarket industry, whose $337 billion annual economic impact is a core driver of the nation's economy.  
 

Historically, aftermarket modifications have been largely mechanical. However, modifying newer vehicles to improve performance, safety, reliability and appearance requires aftermarket businesses to access a vehicle's electronic control unit (ECU), on-board diagnostics systems (OBD) and advanced driver assistance systems (ADAS) to ensure it understands how the parts and products installed interact with OEM systems. Accordingly, it is imperative that OEM data from testing and system calibration is available and able to accommodate vehicle modifications to maintain the integrity and performance of safety systems after a vehicle has been modified.  
 

While many new ADAS features, such as lane-departure warning, lane-keep assist, forward-collision warning, and automatic emergency braking, come standard in the latest models of vehicles, the technology automakers employ to support these systems varies greatly by model and OEM. Currently, vehicle manufacturers are not required to provide full-vehicle lifecycle support, including instructions, application guides, proper mounting or functionality windows, or access to make changes outside of the original sensor location and configuration.  
 

This presents a challenge to correctly and safely calibrate ADAS and ensure optimal performance after basic modifications, such as installing larger tires and wheels, lift kits, lowering kits, bumpers, grilles, push bars, light bars, bike racks and winches.  
 

SEMA is committed to protecting the rights of vehicle owners and millions of automotive enthusiasts to choose where and with what parts and software their vehicles are repaired, customized and modified.  
 

It is imperative that any legislative, regulatory or industry standards or agreements adhere to the principles outlined below. While the REPAIR Act is designed to provide vehicle information and data to protect the future of the independent repair industry, the bill does not extend similar protections to individuals and businesses that modify and customize vehicles, nor does it provide access to the information needed to properly recalibrate ADAS systems after a vehicle has been modified.  
 

SEMA is neutral on the REPAIR Act and will advocate for expanding the legislation to protect the right to modify and customize vehicles. 
 

SEMA's support for any "right to repair" legislation is contingent upon meeting the aftermarket industry's needs in the following areas: 

• Access: As automotive technology continues to evolve, vehicle owners and the specialty automotive aftermarket industry, including businesses that manufacture and install specialty parts and software, must have access to the tools, repair procedures and information, configurable vehicle parameters, customization settings, software, technical and compatibility information, and wiring diagrams. Automakers must provide this access at fair and reasonable prices and subject to the same cryptographic or technological protections as their authorized dealers and service providers. 
• Calibration and recalibration: Specialty aftermarket businesses must have access to the information needed to calibrate and recalibrate vehicle systems, including ADAS, to ensure safe operation after a vehicle's ride height and profile is modified, or if the vehicle has been customized.  
• Elimination of barriers: Motor vehicle manufacturers must be prevented from using technological and legal barriers to limit aftermarket parts manufacturers, vehicle repairers, and businesses that modify or customize vehicles to manufacture or install aftermarket parts, services, and software needed to repair, customize, or modify a vehicle. 
• A level playing field: Vehicle owners, aftermarket parts manufacturers, diagnostic tool manufacturers, and motor-vehicle service businesses must have access to the same information and tools as OEM's authorized vehicle service providers. Along these lines, such access must be provided in the same manner, time, method, cost (must be fair and reasonable), content set, and subject to the same cryptographic or technological protections, as vehicle manufacturers' authorized vehicle service providers. 
• Owners' data rights: Vehicle owners must have the right to access their vehicle's safety and performance data and be able to share this information with the repairer or vehicle service provider of their choice. 
   

For more information, contact Eric Snyder at erics@sema.org. 

This story was originally published on February 25, 2025.

Image courtesy of Shutterstock | mpohodzhay
Image courtesy of Shutterstock | Tualek Photographer
 

By the SEMA Washington, D.C., office

SEMA, on behalf of the specialty automotive aftermarket industry and community of automotive enthusiasts nationwide, believes that individuals' right to repair and modify the vehicles they own is essential to a free nation and the future of the industry.  
 

New barriers, whether legal or technological, hinder vehicle owners' ability to work on their vehicles, seek repairs at independent automotive shops, and manufacture and install replacement and specialty parts, software and services to enhance their vehicles' safety, performance and comfort each year.
 

These barriers represent an ever-evolving challenge to vehicle owners and the thousands of businesses that make up the specialty automotive aftermarket industry, whose $337 billion annual economic impact is a core driver of the nation's economy.  
 

Historically, aftermarket modifications have been largely mechanical. However, modifying newer vehicles to improve performance, safety, reliability and appearance requires aftermarket businesses to access a vehicle's electronic control unit (ECU), on-board diagnostics systems (OBD) and advanced driver assistance systems (ADAS) to ensure it understands how the parts and products installed interact with OEM systems. Accordingly, it is imperative that OEM data from testing and system calibration is available and able to accommodate vehicle modifications to maintain the integrity and performance of safety systems after a vehicle has been modified.  
 

While many new ADAS features, such as lane-departure warning, lane-keep assist, forward-collision warning, and automatic emergency braking, come standard in the latest models of vehicles, the technology automakers employ to support these systems varies greatly by model and OEM. Currently, vehicle manufacturers are not required to provide full-vehicle lifecycle support, including instructions, application guides, proper mounting or functionality windows, or access to make changes outside of the original sensor location and configuration.  
 

This presents a challenge to correctly and safely calibrate ADAS and ensure optimal performance after basic modifications, such as installing larger tires and wheels, lift kits, lowering kits, bumpers, grilles, push bars, light bars, bike racks and winches.  
 

SEMA is committed to protecting the rights of vehicle owners and millions of automotive enthusiasts to choose where and with what parts and software their vehicles are repaired, customized and modified.  
 

It is imperative that any legislative, regulatory or industry standards or agreements adhere to the principles outlined below. While the REPAIR Act is designed to provide vehicle information and data to protect the future of the independent repair industry, the bill does not extend similar protections to individuals and businesses that modify and customize vehicles, nor does it provide access to the information needed to properly recalibrate ADAS systems after a vehicle has been modified.  
 

SEMA is neutral on the REPAIR Act and will advocate for expanding the legislation to protect the right to modify and customize vehicles. 
 

SEMA's support for any "right to repair" legislation is contingent upon meeting the aftermarket industry's needs in the following areas: 

• Access: As automotive technology continues to evolve, vehicle owners and the specialty automotive aftermarket industry, including businesses that manufacture and install specialty parts and software, must have access to the tools, repair procedures and information, configurable vehicle parameters, customization settings, software, technical and compatibility information, and wiring diagrams. Automakers must provide this access at fair and reasonable prices and subject to the same cryptographic or technological protections as their authorized dealers and service providers. 
• Calibration and recalibration: Specialty aftermarket businesses must have access to the information needed to calibrate and recalibrate vehicle systems, including ADAS, to ensure safe operation after a vehicle's ride height and profile is modified, or if the vehicle has been customized.  
• Elimination of barriers: Motor vehicle manufacturers must be prevented from using technological and legal barriers to limit aftermarket parts manufacturers, vehicle repairers, and businesses that modify or customize vehicles to manufacture or install aftermarket parts, services, and software needed to repair, customize, or modify a vehicle. 
• A level playing field: Vehicle owners, aftermarket parts manufacturers, diagnostic tool manufacturers, and motor-vehicle service businesses must have access to the same information and tools as OEM's authorized vehicle service providers. Along these lines, such access must be provided in the same manner, time, method, cost (must be fair and reasonable), content set, and subject to the same cryptographic or technological protections, as vehicle manufacturers' authorized vehicle service providers. 
• Owners' data rights: Vehicle owners must have the right to access their vehicle's safety and performance data and be able to share this information with the repairer or vehicle service provider of their choice. 
   

For more information, contact Eric Snyder at erics@sema.org. 

This story was originally published on February 25, 2025.

Image courtesy of Shutterstock | mpohodzhay
Image courtesy of Shutterstock | Tualek Photographer
 

By the SEMA Washington, D.C., office

SEMA, on behalf of the specialty automotive aftermarket industry and community of automotive enthusiasts nationwide, believes that individuals' right to repair and modify the vehicles they own is essential to a free nation and the future of the industry.  
 

New barriers, whether legal or technological, hinder vehicle owners' ability to work on their vehicles, seek repairs at independent automotive shops, and manufacture and install replacement and specialty parts, software and services to enhance their vehicles' safety, performance and comfort each year.
 

These barriers represent an ever-evolving challenge to vehicle owners and the thousands of businesses that make up the specialty automotive aftermarket industry, whose $337 billion annual economic impact is a core driver of the nation's economy.  
 

Historically, aftermarket modifications have been largely mechanical. However, modifying newer vehicles to improve performance, safety, reliability and appearance requires aftermarket businesses to access a vehicle's electronic control unit (ECU), on-board diagnostics systems (OBD) and advanced driver assistance systems (ADAS) to ensure it understands how the parts and products installed interact with OEM systems. Accordingly, it is imperative that OEM data from testing and system calibration is available and able to accommodate vehicle modifications to maintain the integrity and performance of safety systems after a vehicle has been modified.  
 

While many new ADAS features, such as lane-departure warning, lane-keep assist, forward-collision warning, and automatic emergency braking, come standard in the latest models of vehicles, the technology automakers employ to support these systems varies greatly by model and OEM. Currently, vehicle manufacturers are not required to provide full-vehicle lifecycle support, including instructions, application guides, proper mounting or functionality windows, or access to make changes outside of the original sensor location and configuration.  
 

This presents a challenge to correctly and safely calibrate ADAS and ensure optimal performance after basic modifications, such as installing larger tires and wheels, lift kits, lowering kits, bumpers, grilles, push bars, light bars, bike racks and winches.  
 

SEMA is committed to protecting the rights of vehicle owners and millions of automotive enthusiasts to choose where and with what parts and software their vehicles are repaired, customized and modified.  
 

It is imperative that any legislative, regulatory or industry standards or agreements adhere to the principles outlined below. While the REPAIR Act is designed to provide vehicle information and data to protect the future of the independent repair industry, the bill does not extend similar protections to individuals and businesses that modify and customize vehicles, nor does it provide access to the information needed to properly recalibrate ADAS systems after a vehicle has been modified.  
 

SEMA is neutral on the REPAIR Act and will advocate for expanding the legislation to protect the right to modify and customize vehicles. 
 

SEMA's support for any "right to repair" legislation is contingent upon meeting the aftermarket industry's needs in the following areas: 

• Access: As automotive technology continues to evolve, vehicle owners and the specialty automotive aftermarket industry, including businesses that manufacture and install specialty parts and software, must have access to the tools, repair procedures and information, configurable vehicle parameters, customization settings, software, technical and compatibility information, and wiring diagrams. Automakers must provide this access at fair and reasonable prices and subject to the same cryptographic or technological protections as their authorized dealers and service providers. 
• Calibration and recalibration: Specialty aftermarket businesses must have access to the information needed to calibrate and recalibrate vehicle systems, including ADAS, to ensure safe operation after a vehicle's ride height and profile is modified, or if the vehicle has been customized.  
• Elimination of barriers: Motor vehicle manufacturers must be prevented from using technological and legal barriers to limit aftermarket parts manufacturers, vehicle repairers, and businesses that modify or customize vehicles to manufacture or install aftermarket parts, services, and software needed to repair, customize, or modify a vehicle. 
• A level playing field: Vehicle owners, aftermarket parts manufacturers, diagnostic tool manufacturers, and motor-vehicle service businesses must have access to the same information and tools as OEM's authorized vehicle service providers. Along these lines, such access must be provided in the same manner, time, method, cost (must be fair and reasonable), content set, and subject to the same cryptographic or technological protections, as vehicle manufacturers' authorized vehicle service providers. 
• Owners' data rights: Vehicle owners must have the right to access their vehicle's safety and performance data and be able to share this information with the repairer or vehicle service provider of their choice. 
   

For more information, contact Eric Snyder at erics@sema.org. 

This story was originally published on February 25, 2025.

Image courtesy of Shutterstock | mpohodzhay
Image courtesy of Shutterstock | Tualek Photographer
 

By SEMA News Editors

Mojave Desert, Nevada.

Last year, SEMA announced its acquisition of the Off-Road Business Association (ORBA), an organization dedicated to representing businesses and professionals in the off-road and powersports industries, including motorcycles, ATVs, side-by-sides and snowmobiles. Ever since, SEMA and ORBA have been working harmoniously to advocate for policies that protect motorized access to roads and trails on government-owned lands. Below are the latest policy updates on areas of key interest to the motorized recreation community.

Western Mojave Faces 2,200-Mile OHV Closure; Off-Road Community Pushes Back

Off-road advocates push back hard on possible closures with the help of SEMA and ORBA.

SEMA and ORBA, along with a broad coalition of stakeholders, issued a statement decrying a federal court ruling that will result in the closure of approximately 2,200 miles of designated OHV routes across the Western Mohave planning area. Click here to read it. This is a ruling that, if upheld, would result in a significant loss of motorized access for families, recreationists, and public lands enthusiasts from across California and throughout the United States.

The letter, sent under the Ecologic Partners Coalition banner, highlights not only the consequences of the closures but also the order's reliance on flawed assumptions about desert tortoise mortality. The coalition, which is comprised of SEMA, ORBA, American Sand Association and AMA District 37, points to decades of scientific evidence that the court failed to take into account, specifically how predator subsidy effects, disease dynamics, and landscape-scale habitat pressures from utility-scale renewable energy projects and other industrial development are the primary and most significant contributors to desert tortoise population trends.

The letter also reaffirms the significant role the off-road community plays in environmental stewardship and protection through volunteer trail maintenance, habitat restoration projects, educational programs and conservation initiatives designed to protect sensitive species while maintaining responsible public access. 

The Fight for Moab's Trails: Interior to Review ORBA-led Appeal for Reopening Trails

BLM previously closed 300+ miles; 150 miles could reopen with SEMA and ORBA support.
 

In a positive development, the Secretary of the U.S. Department of the Interior (DOI) has formally taken jurisdiction over ORBA's appeal of the U.S. Bureau of Land Management's (BLM) 2023 Labyrinth Rims/Gemini Bridges Travel Management Plan, which closed down more than 300 miles of trails to motorized vehicles near Moab, Utah.

• In 2025, the BLM proposed to reopen nearly 150 miles of trails in Labyrinth Rims/Gemini Bridges. SEMA and ORBA supported this action (read SEMA's official comment here).

Previously, ORBA's appeal of the plan was assigned to the IBLA. This is an important step forward and is consistent with the Interior Department's efforts to restore trail access at Labyrinth/Gemini Bridges. 

Image courtesy of Shutterstock | WildSnap

By SEMA News Editors

Mojave Desert, Nevada.

Last year, SEMA announced its acquisition of the Off-Road Business Association (ORBA), an organization dedicated to representing businesses and professionals in the off-road and powersports industries, including motorcycles, ATVs, side-by-sides and snowmobiles. Ever since, SEMA and ORBA have been working harmoniously to advocate for policies that protect motorized access to roads and trails on government-owned lands. Below are the latest policy updates on areas of key interest to the motorized recreation community.

Western Mojave Faces 2,200-Mile OHV Closure; Off-Road Community Pushes Back

Off-road advocates push back hard on possible closures with the help of SEMA and ORBA.

SEMA and ORBA, along with a broad coalition of stakeholders, issued a statement decrying a federal court ruling that will result in the closure of approximately 2,200 miles of designated OHV routes across the Western Mohave planning area. Click here to read it. This is a ruling that, if upheld, would result in a significant loss of motorized access for families, recreationists, and public lands enthusiasts from across California and throughout the United States.

The letter, sent under the Ecologic Partners Coalition banner, highlights not only the consequences of the closures but also the order's reliance on flawed assumptions about desert tortoise mortality. The coalition, which is comprised of SEMA, ORBA, American Sand Association and AMA District 37, points to decades of scientific evidence that the court failed to take into account, specifically how predator subsidy effects, disease dynamics, and landscape-scale habitat pressures from utility-scale renewable energy projects and other industrial development are the primary and most significant contributors to desert tortoise population trends.

The letter also reaffirms the significant role the off-road community plays in environmental stewardship and protection through volunteer trail maintenance, habitat restoration projects, educational programs and conservation initiatives designed to protect sensitive species while maintaining responsible public access. 

The Fight for Moab's Trails: Interior to Review ORBA-led Appeal for Reopening Trails

BLM previously closed 300+ miles; 150 miles could reopen with SEMA and ORBA support.
 

In a positive development, the Secretary of the U.S. Department of the Interior (DOI) has formally taken jurisdiction over ORBA's appeal of the U.S. Bureau of Land Management's (BLM) 2023 Labyrinth Rims/Gemini Bridges Travel Management Plan, which closed down more than 300 miles of trails to motorized vehicles near Moab, Utah.

• In 2025, the BLM proposed to reopen nearly 150 miles of trails in Labyrinth Rims/Gemini Bridges. SEMA and ORBA supported this action (read SEMA's official comment here).

Previously, ORBA's appeal of the plan was assigned to the IBLA. This is an important step forward and is consistent with the Interior Department's efforts to restore trail access at Labyrinth/Gemini Bridges. 

Image courtesy of Shutterstock | WildSnap

By SEMA News Editors

RANDYS Worldwide (RANDYS) has appointed David Buckley as its new CEO, the company announced.
 

Effective March 9, 2026, Buckley succeeds Kevin Kaestner, who is retiring after leading RANDYS for 18 years. Kaestner will remain involved with RANDYS in an advisory capacity, supporting the company's ongoing merger and acquisition strategy. 
 

Founded in 1982, RANDYS is a national supplier of drivetrain, suspension, towing and undercar products for the vehicle aftermarket and offers broad vehicle fitment coverage, supporting drivetrain, suspension and towing components across light trucks, pickup trucks, SUVs and CUVs. Through its family of brands--including Yukon Gear & Axle, USA Standard Gear, Zumbrota Drivetrain, ICON Vehicle Dynamics, Carli Suspension, Cognito Motorsports, Dynatrac, Van Compass, Adams Drivetrain, North America Powertrain and BulletProof Hitches--the company serves customers across all major aftermarket channels.  
 

Buckley brings nearly 40 years of leadership experience across manufacturing, distribution and engineering in the automotive, energy and aerospace and defense sectors. Most recently, he served as CEO of Race Winning Brands and has led a number of successful organizations throughout his career, the company said.
 

"RANDYS Worldwide has built a remarkable 40-plus-year legacy grounded in engineering excellence, strong customer relationships and a genuine passion for the automotive world," Buckley said. "I am honored to join the company and build on the strength of its brands and its team. I look forward to working closely with Greenbriar, our employees and our customers as we continue to grow the business." 
 

"RANDYS has built an exceptional platform through sustained investment in its market-leading brands, distinctive omnichannel model and talented team. We are grateful for Kevin's years of leadership and role in positioning the company for continued success," said Matt Burke, managing director of Greenbriar Equity Group, parent company of RANDYS. "David brings deep industry expertise, a strong track record of operational leadership and a commitment to the values that define RANDYS.  We look forward to partnering with him as the company enters its next phase of growth."
 

"It has been a privilege to lead RANDYS through a period of meaningful growth and transformation. Together, we expanded our capabilities, strengthened our brands and positioned the company as a leader in the vehicle aftermarket," said Kaestner. I am especially proud of the team and culture we have built. David brings tremendous experience and leadership, and I am confident he will continue advancing the Company's strategy while honoring its legacy." 
 

For more information, visit randysworldwide.com.

By Ashley Reyes

SEMA-member company employees have an exclusive opportunity to reduce their student debt through the SEMA Loan Forgiveness Program. Applications are open now and close Friday, April 3, at sema.org/loan-forgiveness. 

What is the SEMA Loan Forgiveness Program?

The Loan Forgiveness Program is a benefit of SEMA membership that issues financial awards up to $2,000 to help employees of SEMA-member businesses pay off their education loans from a college, university or career technical/trade school.
 

What are the eligibility requirements?
 

• Currently employed by a SEMA-member business.
• Demonstrate passion for the automotive hobby and career.
• Possess a degree or certificate from a college, university or career technical/trade school in the United States or Canada.
• Have a minimum of $2,000 in outstanding student loans.
   

What are the benefits of being selected?
 

The SEMA Loan Forgiveness Program presents individuals with the opportunity to focus more on excelling in their careers, rather than be burdened by financial strain. It also empowers them to pursue their passions more freely, while saving money out-of-pocket in the long run.
 

How to Apply
 

Interested applicants can review and complete the loan forgiveness application at www.sema.org/loan-forgiveness before the April 3 deadline. Use program key "SEMA" to access the application. If you know someone who may qualify, SEMA encourages you to share this opportunity with them.

By Ashley Reyes

The SEMA Businesswomen's Network (SBN) has named April Wong, marketing specialist at Unicorn Tire, as the network's newest #SheIsSEMA spotlight member. Get to know Wong in her interview with SEMA News below. 
 

SEMA News: How many years have you been with your current company and what do you enjoy most about working there? 

April Wong: I've been with my current company for nearly three years, and what I enjoy most is the team around me. They make me feel like family. Working in marketing allows me to juggle many different tasks, so every day is unique. I love that my role lets me handle exciting projects, from social media and content creation to event planning, sponsorships and even modeling at events, which makes the work both dynamic and fun.

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

AW: The biggest challenge is managing the sheer variety of projects that come my way. From surprise tasks to event modeling, e-commerce, social media campaigns, builds, content, graphic design and coordinating with sponsors and vendors. At times, it can feel overwhelming, but navigating these challenges has helped me sharpen my organizational skills, prioritize effectively and stay adaptable under pressure.

SN: How many years have you been in the industry and what was your first industry job? 

AW: I'm going on three years in the industry, and this is my first industry role. It's been an incredible learning experience, allowing me to grow professionally while contributing to the company's marketing and branding initiatives.

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

AW: Adaptability, ability to work well under pressure and empathy have been crucial in my career. Adaptability allows me to pivot quickly when unexpected projects or challenges arise. Working well under pressure ensures I can deliver high-quality results even in fast-paced environments. Empathy helps me understand colleagues, clients and audiences, fostering stronger relationships and collaboration both personally and professionally.
 

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

AW: Being a woman in the automotive and motorsports industry can be challenging, especially when it comes to breaking through stereotypes and showing that you can handle the work just as well as anyone else. One thing I'm really proud of is building our whole sponsor program from the ground up. I coordinated partnerships, managed communications and made sure everything lined up with our marketing goals. Seeing it all come together successfully has been such a rewarding experience and really shows why I love being in this industry.
 

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

AW: My biggest role model is the owner of our company. She's a true girl boss and the epitome of breaking through stereotypes in this industry. Watching how she leads, makes decisions and handles challenges has been so inspiring. She's shown me what's possible and encouraged me to trust myself, take ownership of projects and push myself to grow every day.
 

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

AW: "Adaptability is your greatest asset." This advice has shaped both my career and personal life. In marketing, especially in the tire industry, strategies, trends and consumer behaviors are constantly shifting. Being adaptable has allowed me to pivot when needed, stay ahead of trends and take on challenges with confidence. Personally, it's taught me to embrace change rather than fear it, leading to growth in all areas of my life.
 

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

AW: I honestly didn't know where I was going to end up. I've always loved makeup and fashion, but cars have been a passion too. I used to own a Miata and would go to car shows with friends all the time. What keeps me in this industry is how fun and laid-back it can be, but also how hype it is. The adrenaline. The energy. The events. I love being part of that excitement and the creative, fast-paced environment.
 

SN: Who was the most influential person on your career/goals? 

AW: The most influential person in my career has been my mom. She immigrated here from China, and knowing the sacrifices she made pushes me to chase the opportunities she wanted but never had. She's always supported me, encouraged me to follow my passions and taught me to work hard and stay confident. Her guidance has shaped not only my career but also how I approach challenges and opportunities in life.

Fill out a #SheIsSEMA spotlight form to submit a self-nomination or nominate a colleague and highlight how you or she is contributing to the specialty-equipment industry. Selected candidates are automatically eligible to be considered for SBN's #SheIsSEMA Woman of the Year award, featured on SBN's social media, SEMA News and recognized on the sema.org/she-is-sema website. 

By Ashley Reyes 

Staying current on regulatory emissions compliance is essential for performance product manufacturers to mitigate risk and avoid costly enforcement actions.
 

To keep manufacturing teams informed on current compliance developments, the SEMA Emerging Trends & Technology Network (ETTN) will host a virtual education session, "Regulatory Navigation for the Aftermarket," on Tuesday, March 24, at 12:00 p.m. PDT/3:00 p.m. EDT.
 

Over the past year, manufacturers have experienced regulatory shifts, increased scrutiny, and uncertainty around what lies ahead. This session brings together expert panelists to deliver situational awareness on current and anticipated activity from both the Environmental Protection Agency (EPA) and California Air Resources Board (CARB).

Attendees will gain clarity on CARB aftermarket EO challenges and strategies to overcome them, how to comply with EPA regulations without a CARB EO, and what enforcement trends manufacturers should be monitoring.
 

Speakers include:
 

• Michael Major, attorney, Powerful Compliance
• Christian Robinson, senior director of state government affairs and grassroots, SEMA
• Eric Snyder, senior director of federal government affairs, SEMA
• Peter Treydte, powertrain and compliance specialist, Automotive Consulting Services, Inc.

Attendees will have an opportunity to ask questions to the panel following the presentation.
 

Register for the session here.
 

View past ETTN Virtual Education webinars here.