From the SEMA Washington, D.C., office

 

Editor's Note: This story was originally published on May 19, 2026. A more recent story is available.

 

Leno's Law has cleared another major hurdle.
 

Authored by Senators Dave Cortese and Shannon Grove, SB 1392 has passed the Senate Appropriations Committee and now heads to the California Senate floor for a full vote. 
 

Are you in California? Tell your Senator to vote YES on Leno's Law; it only takes a minute!
 

Leno's Law creates a narrow, phased-in, collector-only pathway to a smog-check exemption for certain older vehicles. The bill starts with vehicles manufactured before the '81 model year and gradually expands, reaching vehicles manufactured before the '86 model year by 2032. Importantly, it does not change the existing pre-1976 exemption already in law.  
 

Leno's Law is designed to focus on true collector vehicles--those used primarily for shows, parades, charitable functions and historical exhibitions--rather than as an owner's primary mode of transportation. 
 

The Appropriations Committee amended the bill, adding a new requirement that the vehicle be used on a limited basis. To qualify, the owner would need to either provide DMV with proof of collector car insurance at registration or use a future DMV process to show the vehicle is driven fewer than 1,000 miles per year. 
 

Now that Leno's Law has passed Senate Appropriations, it moves to the Senate floor for a vote. Floor votes can happen quickly, and every message helps lawmakers understand that this issue matters to enthusiasts and the small businesses that support them.  
 

SEMA has been hard at work gathering support from the automotive community and a big thank you goes out to Chris Jacobs and Carmen Vera (Pasadena Classic Car) for using their platforms to highlight why Leno's Law matters. 
 

🎞️ VIDEO: Watch Chris Jacobs and Carmen Vera's message on Leno's Law below: 

 

For more information on how to support Leno's Law and to stay updated on its progress, contact Victor Muñoz, SEMA's senior manager for state government affairs, at victorm@sema.org. Sign up for SEMA Action updates at semahq.org. 

 

By SEMA News Editors

 

 

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

 

Board Seat Candidates (1 Seat)

• Mike Anderson, Collision Advice
• Jeff Hermann, MagnaFlow Group

 

Voting will take place online now through May 26 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. Winners will be announced by June 9.

 

Learn more about the candidates.

 

Want to vote but not yet a SEMA member? Learn more at sema.org/membership-business.

 

Got a Question? Reach Out

Call: 240-ASK-SEMA (240-275-7362)
Email: customercare@sema.org

 

By Ashley Reyes

 

The SEMA Wheel, Tire, Suspension & Brake Council (WTSBC) is hosting a virtual Coffee and Conversation on evolving consumer trends on Thursday, June 4, at 9:00 a.m. PDT/12:00 p.m. EDT. 

WTSBC Coffee and Conversations are virtual events where members gather to network and exchange insights on industry challenges. This session will focus on evolving consumer trends in the wheel, tire, suspension and brake landscape.
 

The session will be led by Alissa Maffett, vice president of strategy at Jackson Marketing; Alex Martini, owner at MetaMartini; and Jason Weidman, brand manager, wheels at The Wheel Group. Together, they will share insight into current purchasing behaviors, including how pricing pressures and fuel-cost fluctuations influence buying decisions, product selection and upgrade timing.
 

Topics include:

• Who today's consumer is.
• How buyer profiles have shifted in recent years.
• What buyer profile shifts mean for manufacturers, retailers and installers.
• Changes in where consumers are making purchases--both online and in-store.
• How purchasing shifts impact sales strategies and customer engagement.

If you are responsible for reaching and advertising to today's consumer, this session will provide the insights needed to meet customers where they are and adapt messaging to align with current expectations.
 

Unlike webinars, where there is little time for interaction, Coffee and Conversations are designed to encourage open dialogue, shared experiences and practical takeaways in a relaxed, peer-driven environment.
 

Join the conversation.

 

Feed image courtesy of Shutterstock 

 

From the SEMA Washington, D.C., office

 

 

The court's tariff decision may bring short-term financial relief to some aftermarket companies through refunds, but uncertainty remains as appeals move forward.

 

The U.S. Court of International Trade (CIT) recently ruled that President Trump's application of 10% universal tariffs imposed earlier this year under Section 122 of the Trade Act of 1974 is unlawful and exceeded the authority granted to the executive branch by Congress.

 

In a 2-1 decision, the CIT ruled that the tariffs were invalid and not allowed by law. However, the U.S. Department of Justice appealed the ruling, so the decision is now on hold until the U.S. Court of Appeals for the Federal Circuit makes a final decision.

 

The Section 122 tariffs were implemented after the Supreme Court struck down the administration’s tariffs imposed under the International Emergency Economic Powers Act (IEEPA) in February. The Supreme Court's ruling triggered a sweeping federal refund process for importers that had paid duties under the now-invalidated IEEPA tariffs.  

 

Refunds Begin 

Businesses across the country have begun receiving tariff refunds from U.S. Customs and Border Protection (CBP). The first wave of reimbursements began hitting company accounts this week, with more than 330,000 importers potentially eligible for repayment tied to approximately $166 billion in collected duties. According to the U.S. Customs and Border Protection (CBP), they have processed more than $35 billion in IEEPA refunds on more than 8 million entries to date. 

 

How to File for a Refund 

CBP officially launched Phase 1 of its new Consolidated Administration and Processing of Entries (CAPE) process for refunding tariffs collected under the International Emergency Economic Powers Act (IEEPA) on April 20. While the rollout is a major step toward returning duties to importers, the initial phase is intentionally limited in scope and applies only to straightforward claims. 

 

Under Phase 1, CBP is only accepting refund requests for entries liquidated within the past 80 days, aligning with the agency's 90-day voluntary reliquidation authority. Importers of record and authorized customs brokers can submit claims through the CAPE Claim Portal by uploading eligible entries via CSV file. Once validated, CAPE will remove applicable IEEPA tariff classifications, recalculate duties and process refunds through CBP's Automated Commercial Environment (ACE), with interest paid where applicable. However, CBP estimates even simple claims could take 60–90 days to process. 

 

Not all entries qualify during this first phase. CBP is excluding entries tied to reconciliation filings, drawback claims, protests, antidumping or countervailing duties, and entries lacking ACE liquidation status. "Finally liquidated" entries also appear to be excluded for now and may need to wait for future CAPE phases. 

 

Importers should ensure they have active ACE portal access, updated ACH payment information and a clear understanding of which entries may qualify. Companies are also being urged to conduct compliance reviews before filing claims, as each CAPE submission requires certification that all entries comply with applicable customs laws. 

 

Businesses that paid IEEPA tariffs should begin organizing import records now, separate eligible entries based on liquidation status and timing, and closely monitor future CBP guidance as additional CAPE phases are expected to expand refund eligibility. Read more about filing for a refund for IEEPA tariffs paid.

 

Importers are currently operating in a highly uncertain environment: Some businesses are receiving refunds tied to the invalidated IEEPA tariffs while simultaneously continuing to pay the newer Section 122 tariffs that remain temporarily active during the appeals process. Trade attorneys and customs advisors are warning companies to closely track liquidation dates, refund eligibility windows and potential future shifts in tariff authority.

 

Questions? Please contact Juan Mejia, SEMA's senior manager of federal government affairs, at juanm@sema.org.  

 

Image courtesy of Shutterstock | Sven Hansche

 

From the SEMA Washington, D.C., office

 

 

The court's tariff decision may bring short-term financial relief to some aftermarket companies through refunds, but uncertainty remains as appeals move forward.

 

The U.S. Court of International Trade (CIT) recently ruled that President Trump's application of 10% universal tariffs imposed earlier this year under Section 122 of the Trade Act of 1974 is unlawful and exceeded the authority granted to the executive branch by Congress.

 

In a 2-1 decision, the CIT ruled that the tariffs were invalid and not allowed by law. However, the U.S. Department of Justice appealed the ruling, so the decision is now on hold until the U.S. Court of Appeals for the Federal Circuit makes a final decision.

 

The Section 122 tariffs were implemented after the Supreme Court struck down the administration’s tariffs imposed under the International Emergency Economic Powers Act (IEEPA) in February. The Supreme Court's ruling triggered a sweeping federal refund process for importers that had paid duties under the now-invalidated IEEPA tariffs.  

 

Refunds Begin 

Businesses across the country have begun receiving tariff refunds from U.S. Customs and Border Protection (CBP). The first wave of reimbursements began hitting company accounts this week, with more than 330,000 importers potentially eligible for repayment tied to approximately $166 billion in collected duties. According to the U.S. Customs and Border Protection (CBP), they have processed more than $35 billion in IEEPA refunds on more than 8 million entries to date. 

 

How to File for a Refund 

CBP officially launched Phase 1 of its new Consolidated Administration and Processing of Entries (CAPE) process for refunding tariffs collected under the International Emergency Economic Powers Act (IEEPA) on April 20. While the rollout is a major step toward returning duties to importers, the initial phase is intentionally limited in scope and applies only to straightforward claims. 

 

Under Phase 1, CBP is only accepting refund requests for entries liquidated within the past 80 days, aligning with the agency's 90-day voluntary reliquidation authority. Importers of record and authorized customs brokers can submit claims through the CAPE Claim Portal by uploading eligible entries via CSV file. Once validated, CAPE will remove applicable IEEPA tariff classifications, recalculate duties and process refunds through CBP's Automated Commercial Environment (ACE), with interest paid where applicable. However, CBP estimates even simple claims could take 60–90 days to process. 

 

Not all entries qualify during this first phase. CBP is excluding entries tied to reconciliation filings, drawback claims, protests, antidumping or countervailing duties, and entries lacking ACE liquidation status. "Finally liquidated" entries also appear to be excluded for now and may need to wait for future CAPE phases. 

 

Importers should ensure they have active ACE portal access, updated ACH payment information and a clear understanding of which entries may qualify. Companies are also being urged to conduct compliance reviews before filing claims, as each CAPE submission requires certification that all entries comply with applicable customs laws. 

 

Businesses that paid IEEPA tariffs should begin organizing import records now, separate eligible entries based on liquidation status and timing, and closely monitor future CBP guidance as additional CAPE phases are expected to expand refund eligibility. Read more about filing for a refund for IEEPA tariffs paid.

 

Importers are currently operating in a highly uncertain environment: Some businesses are receiving refunds tied to the invalidated IEEPA tariffs while simultaneously continuing to pay the newer Section 122 tariffs that remain temporarily active during the appeals process. Trade attorneys and customs advisors are warning companies to closely track liquidation dates, refund eligibility windows and potential future shifts in tariff authority.

 

Questions? Please contact Juan Mejia, SEMA's senior manager of federal government affairs, at juanm@sema.org.  

 

Image courtesy of Shutterstock | Sven Hansche

 

By Ashley Reyes

 

SEMA has opened nominations for its prestigious SEMA Industry Awards at sema.org/awards. The nomination deadline is Monday, August 17.
 

The SEMA Industry Awards are among the association's highest honors, recognizing individuals and companies that have demonstrated excellence, innovation and leadership in the automotive aftermarket over a year-long period. The program recognizes honorees in five different categories: Channel Partner of the Year, Content Creator of the Year, Manufacturer of the Year, Person of the Year and the Visionary 8.   
 

"The SEMA Industry Awards recognize the people and companies that have not only fueled the aftermarket's growth but also strengthened it through their passion, ingenuity and service," said SEMA Manager of Recognition Programs Joe Escobar. "By spotlighting those who have left a lasting mark, we aim to inspire others to raise the bar."
 

Nominations are open for: 
 

• Channel Partner of the Year: Honors a sales channel partner for its outstanding service to the sales, distribution, retail and/or e-commerce channel(s) of the industry. This includes maintaining proper inventories to service its respective channel and exceeding standards in providing suppliers with input and regular communication to help their products and programs succeed. 
• Content Creator of the Year: Honors a content creator for their outstanding contributions to the automotive culture and for creating a positive impact with automotive enthusiasts. 
• Manufacturer of the Year: Honors a manufacturing company for its outstanding industry contributions and innovations. 
• Person of the Year: Honors an individual for their outstanding contributions to SEMA and the broader automotive specialty-equipment market. 
• Visionary 8: Honors eight emerging leaders age 35 and under who are on track to drive innovation and positive change in the automotive aftermarket. This award showcases up-and-coming talent, honors their accomplishments and introduces them to their community. 
   

2026 SEMA Show to Celebrate the Industry's Best
 

The 2026 SEMA Show, held November 3-6 in Las Vegas, will bring together automotive icons and next-gen disruptors to celebrate the past, present and future of the aftermarket industry. The festivities shift into gear on Tuesday, November 3, with the Kickoff Breakfast, where 15 products will be recognized with New Product Awards alongside top honors for Channel Partner of the Year and Manufacturer of the Year.
 

On Thursday, November 5, the highly anticipated Visionary 8 and Best Engineered Vehicle of the Year winner will be announced live at SEMA Central. The momentum will continue during the SEMA Industry Honors, celebrated at the iconic Fontainebleau. This red-carpet-style gathering brings together the industry's biggest names to spotlight standout achievements, including Content Creator of the Year and Person of the Year. 
 

Entries for Best Engineered Vehicle of the Year--a SEMA Industry Award that recognizes exceptional quality of engineering on a vehicle build--will open in August.

Learn more at sema.org/awards. 

By SEMA News Editors

 

SEMA Show organizers know travel costs can add up, which is why they've partnered with Las Vegas hotels across every price tier to offer the best nightly rates--plus exclusive perks and a simple, affordable booking process. Book now through onPeak, the SEMA Show's official housing partner, to maximize savings on your SEMA Show accommodations.

 

Hotel reservations for the 2026 SEMA Show, November 3-6, Las Vegas, can be made online at semashow.com/hotel.

 

 

See the top five benefits of booking your 2026 SEMA Show hotel through our only official partner, onPeak, below:

 

Deep Value and Discounts 

SEMA negotiates the lowest available nightly rates--often below hotel rack rates. Skip the hours of searching online and book directly through onPeak--but don't wait! Visit semashow.com/hotel as early as possible to lock in the best available rates. 

 

Even better, organizers will price-match if you find a lower rate--so there's no downside to booking within the official SEMA Show hotel block.

 

Earn Hotel Rewards Points 

Hotel rewards points add up quickly, especially during trade show travel. Reservations made through official SEMA Show hotels are eligible for loyalty programs. Simply enter your rewards number when booking, and you're set.

 

For example, SEMA Showgoers who are already Marriott Bonvoy members (a free program) can earn points by following these steps:

• Book your SEMA Show hotel through onPeak, the official housing provider. Select a Marriott or MGM property.
• Enter your unique Marriott Bonvoy number in the "Hotel Rewards" section upon check-out. 
• IMPORTANT: Provide your Marriott Bonvoy number again at the front desk during check-in.

 

Fully Flexible Booking

Plans change. There are no change fees and no full prepayment required at the time of booking--unlike many other booking channels. You can modify or cancel your reservation without penalty through October 8.

 

Easy Group Bookings 

Book your entire group--large or small--in real time with immediate confirmations. Reserve rooms now and assign guests later.

 

You can select rooms based on preferred travel dates and manage payments for the full group or assign individual payment methods.

 

A Sustainable Hotel Stay 

The official SEMA Show hotel provider, onPeak, offers resources to support more sustainable travel. View hotel sustainability plans at onpeak.com/sustainability and explore additional travel tips at blog.onpeak.com.

 

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. For more information, visit semashow.com. 

 

By SEMA News Editors 

 

 

Attendee registration for the 2026 SEMA Show is officially open. 

 

Set for November 3-6 in Las Vegas, the SEMA Show delivers an attendee experience unlike any other, bringing together thousands of world-class vehicle displays alongside even more of the newest automotive aftermarket products from both emerging and established exhibitors.  

 

The SEMA Show floor serves as the ultimate destination for automotive professionals of all experience levels, backgrounds and areas of focus to convene, share insights and ideas and conduct business for four days straight. 

 

How to Register for the 2026 SEMA Show 

 

Approved attendees can register for a SEMA Show badge at the lowest available rate ($50 per badge) until pricing increases (to $75 per badge) after June 26.

 

In short, the sooner an attendee registers for the SEMA Show, the more they save. But, early registrants can also get a head start on their SEMA Show plan, with access to the Registration Resource Center to print receipts, register a spouse, book hotels, reserve a spot in one of dozens of educational sessions, purchase tickets to events like SEMA Fest, the SEMA Show Kickoff Breakfast, SEMA Industry Honors and more.

 

How to Save on Your 2026 SEMA Show Hotel Reservations 

 

Hotel reservations are open through SEMA's only official housing partner, onPeak. Bookings made in the official SEMA Show block are eligible for hotel loyalty and member programs and are guaranteed to be the lowest possible prices available. That's right: organizers will price-match if you happen to find a lower rate, so there's no downside to booking within the official SEMA Show hotel block at semashow.com/hotel. 

 

How to Save on Airfare to Las Vegas for the SEMA Show

 

SEMA Show organizers know travel costs can add up, which is why they've partnered with several airlines to offer exclusive discounts for attendees heading to the 2026 SEMA Show. 

 

With these deals from exclusive SEMA Show partners––detailed at the link below––attendees can take advantage of airfare savings while planning their trip to the industry's premier automotive aftermarket event. 

 

SEMA Fest Is Back in 2026

 

SEMA Fest, which has featured headliners Imagine Dragons, Cage the Elephant, Sublime and Queens of the Stone Age, will return to Las Vegas on Friday, November 6, with motorsports, music and car culture. 

 

Tickets are available now for industry members at the lowest available price ahead of the 2026 lineup announcement. Qualified SEMA Show attendees can add SEMA Fest tickets directly through the Registration Resource Center when securing a Show badge.

 

Non-industry friends and family can purchase tickets now at SEMAFest.com, along with passes for the one-day "SEMA Show Friday–Open to the Public," a bucket-list experience for automotive enthusiasts.

 

The 2026 SEMA Show is set for November 3-6, in Las Vegas. Interested exhibitors can buy a booth and learn more at semashow.com/exhibitor. Attendee, buyer and media registration is now open online. For more information, visit semashow.com. 

 

By SEMA News Editors

 

Porsche 911 Models With Manthey Kit Set Benchmark Times at Michelin Raceway Road Atlanta

 

The 911 GT2 RS (991.2)––equipped with the optional Manthey Kit and road-legal, Porsche-approved Michelin Pilot Sport Cup 2 R N0 tires––has set a benchmark lap time of 1:22.649 minutes at Michelin Raceway Road Atlanta, beating the previous production car lap record by 0.2 seconds.

 

Taking advantage of the upgrades to suspension and aerodynamics, the '19 911 GT2 RS made a 2.2-second improvement over the standard model, which was lapped at the same track on the same model of tire in 2019.

 

Porsche brand ambassador and former factory racer Joerg Bergmeister was at the wheel and reflected on the impressive performance.

 

"Even almost 10 years after its introduction, the power delivery of the twin-turbo flat-six engine is still thrilling. The enhancements to chassis and increased amount of downforce allowed me to carry speed deep into the corners and accelerate early, giving me great confidence, which is also a benefit for regular drivers who take to the track."

 

Watch on YouTube: Onboard the Porsche 911 GT2 RS with Manthey Kit lap at Michelin Raceway Road Atlanta (via YouTube)

 

With up to 2,200 lbs. of downforce, the '25 911 GT3 RS (992.1) lapped Road Atlanta in just 1:23.932 minutes, becoming the fastest naturally-aspirated production car at the track.

 

"The downforce of this car is simply incredible," said racer Bergmeister. "Cornering speeds are on the level of GT-class race cars. The suspension soaks up curbs really well and helps to extract the maximum potential from this impressive package and the braking is on another level."

 

Watch on YouTube: Onboard the Porsche 911 GT3 RS with Manthey Kit lap at Michelin Raceway Road Atlanta 

 

The latest 911 GT3 (992.2) with Manthey Kit also demonstrated its track-focused prowess, clocking a 1:24.639 time––making it 1.8 seconds faster than the 2022 911 GT3, which registered a time of 1:26.46 minutes several years ago.

 

Watch on YouTube: Onboard the Porsche 911 GT3 with Manthey Kit lap at Michelin Raceway Road Atlanta 

 

All Manthey Kits are available via Manthey-certified Porsche Centers throughout the United States.

 

 

Bonnier Recruits New Leadership Team for Motorsports & Outdoor Group

 

Bonnier LLC has announced the appointments of Matt Hickman as managing director and Krystal Loy as marketing director of the company's Motorsports & Outdoor Group, which includes several of the industry's consumer event brands, including Sand Sports Super Show, Off-Road Expo, Street Machine Nationals and Open Season Sportsman's Expo.

 

In his new role, Hickman will oversee strategic direction, operations, revenue growth and long-term portfolio development across the group's live events and enthusiast brands.

 

Loy will lead audience development, digital marketing, event promotion and integrated marketing strategy across the portfolio.

 

"Matt and Krystal each bring deep experience in enthusiast-driven markets where community, experiential engagement and commercial execution all matter tremendously," said David Ritchie, Bonnier CEO. "Matt has a long track record of building and scaling event brands, including many of the same franchises within this portfolio, while Krystal brings a modern, highly accountable approach to experiential marketing and audience growth. Together, they position the group extremely well for its next phase of growth."

 

Hickman brings more than 25 years of leadership experience spanning consumer events, trade shows, enthusiast media and experiential marketing. Most recently, he served as executive vice president and managing director at THM Media, where he helped generate more than $8 million in new revenue while expanding the company's experiential events platform.

 

Previously, Hickman spent more than 15 years at Bonnier Corporation and World Publications, ultimately serving as senior vice president and managing director. During that time, he oversaw many of the same enthusiast brands now operating within the Motorsports & Outdoor Group, including Sand Sports Super Show, Off-Road Expo and Street Machine Nationals.

 

"I'm excited to return to a portfolio and industry I know extremely well," said Hickman. "These brands have passionate audiences, strong market positions and significant upside through experiential growth, sponsorship expansion and community engagement. I'm looking forward to working with the team to continue building on that momentum."

 

Loy joins Bonnier from Pro-Stat LLC, where she led marketing strategy and execution for major trade shows and industry activations. She previously served as marketing director for Phoenix Investment Group's Harley-Davidson dealership portfolio, overseeing experiential campaigns and event activations attracting more than 40,000 attendees.

 

The appointments come as Bonnier continues investing in the growth and modernization of its Motorsports & Outdoor Group, which serves highly engaged enthusiast audiences across off-road, powersports, automotive, hunting and outdoor recreation markets.

 

Background image (Bonnier) courtesy of Shutterstock

 

By SEMA News Editors

 

Toyota Motor North America Announces Executive Changes

 

Chris Yang, left, and Liz Gibson, right.

 

Toyota Motor North America has announced executive changes.

 

Chris Yang, senior vice president of enterprise strategy and solutions, will expand his responsibilities to include chief legal officer and Enterprise Integrity. Yang will continue in his roles as deputy chief compliance officer and deputy chief risk officer for Toyota Motor Corporation (TMC), and Yang's appointment as chief legal officer is consistent with TMC's vision of a globally aligned legal, compliance and risk team. In this role, he will oversee the company's legal, compliance and audit functions.

 

Liz Gibson, group vice president and general counsel, will assume the roles of group vice president of regulatory affairs and environmental sustainability, corporate secretary, and chief sustainability officer, reporting to Yang. In this role, Gibson will lead Toyota's U.S.-based corporate sustainability strategy and oversee regulatory policy and compliance.

 

Kim Cockrell, senior vice president, chief human resources and administrative officer, will take on additional responsibilities for sustainability and community impact, as well as corporate security and emergency management.

 

Sandra Phillips, senior vice president of enterprise integrity, chief legal officer, corporate secretary and chief sustainability officer, will retire effective July 31. Throughout her tenure, Phillips played a critical role in strengthening Toyota's legal, regulatory, compliance and sustainability functions, helping guide the company through a dynamic policy and business environment.

 

Tom Stricker, group vice president of regulatory affairs and environmental sustainability, will retire effective June 30, following a long and impactful career advancing Toyota's regulatory, environmental and sustainability initiatives. His leadership has been instrumental in shaping the company's environmental strategy and strengthening stakeholder partnerships, says Toyota.

 

"These leadership changes reflect both our deep bench of talent and our commitment to continuity as we build for the future," said Ted Ogawa, president and CEO of Toyota Motor North America. "We are grateful to Sandra and Tom for their many contributions and look forward to the continued impact of Chris, Liz, Kim and the broader team."

 

 

Jeep Wrangler America250 Edition Lights Up the Red, White and Blue

 

 

Few vehicles embody the American spirit quite like the iconic Jeep Wrangler. From battle grounds to muddy trails, from city streets to mountain passes, Jeep Wrangler has long been a symbol of freedom and rugged capability. That legacy takes center stage with the introduction of the Jeep Wrangler America250 edition, the seventh drop in the brand's Twelve 4 Twelve Wrangler campaign, and a powerful celebration of red, white and blue pride ahead of the country’s 250th anniversary of freedom.

 

"The Jeep Wrangler America250 is built the Jeep way, rooted in Willys heritage, engineered for real-world capability and unapologetically proud of the freedom that the Jeep brand represents," said Bob Broderdorf, CEO, Jeep brand. "Trail proven from the factory floor, this special edition pairs bold American design with authentic off-road performance, celebrating Wrangler’s legacy as America turns 250."

 

The Wrangler America250 edition marks the nation's 250th anniversary. Recognized consecutively for a quarter century as one of "America's most patriotic brands," this Jeep Wrangler brings the celebration to life through unmistakable visual storytelling, honoring America's past while expressing an enduring spirit of freedom.

 

Designed as a moving tribute to American heritage, the Jeep Wrangler America250 features classic color blocking and graphic elements influenced by decades of Jeep history and its American roots. Patriotic graphics, Steel Oxide wheels, Jean Blue seats and soft-top, plus expressive red accents, combine to create a visually striking Wrangler special edition.

 

Exterior features include:

• Exclusive Bright White exterior highlighted by an America250 fender badge, commemorating the nation’s semi‑quincentennial.
• Jean Blue soft-top paired with 17‑in. steel oxide wheels in deep blue, creating a modern, denim‑inspired contrast that nods to classic Jeep utility roots.
• 33-in. BFGoodrich All‑Terrain tires with gray and black Willys‑inspired wheel caps, blending confident off‑road capability with timeless military design cues.
• Steel rock rails and red front and rear tow hooks, delivering authentic trail protection with high‑contrast, functional styling.
• Body‑color fender flares and gloss black fog lamp bezels integrated into the front bumper for a clean, cohesive profile.
• Standard LED headlamps and fog lamps.

 

The Jeep brand and Marvel also joined forces to deliver a special design element to the Jeep Wrangler that brings a heroic twist to this American icon, with a Captain America shield tire cover. Additionally, a Marvel comic book with an exclusive limited-edition cover, featuring Captain America and the Jeep Wrangler America250 edition, will come with the purchase of each vehicle.

 

Inside, the Wrangler America250 combines bold, American‑inspired design with the durability Wrangler owners depend on. Built on the proven Willys interior foundation, the cabin delivers heritage‑driven details and confident red, white and blue accents, all without compromising trail‑ready purpose.

 

 

Interior highlights include:

• Exclusive Jean Blue cloth seats and an America250 Velcro seat-back patch for owner personalization.
• Jean Blue instrument panel mid bolster with tri‑color red, silver (white) and blue accent stitching, echoed throughout the cabin.
• Unique tri‑color‑stitched steering wheel, red seat belts and recline straps, and red-and-silver‑stitched transmission and transfer case boots add high‑impact contrast.
• Anodized carbon vent and steering wheel bezels elevate the interior’s technical look.
• Mopar all‑weather floor mats, America250 debossed leather key chain with American flag motif and an America250 swing gate plaque reinforce the commemorative story.

 

The new '26 Jeep Wrangler America250 will begin arriving at dealerships this summer, with a starting MSRP of $2,095 on top of a comparably equipped model.

 

Honda Racing Corporation USA Showcases New Honda Performance Parts and 2026 Passport TrailSport HRC Concept

 

 

Honda Racing Corporation USA, the North American racing arm for both Honda and Acura, will showcase experimental HRC‑designed components that demonstrate the brand's growing commitment to adventure and overlanding capability at six overlanding events around the country.

 

The HRC display will feature a '26 Passport TrailSport HRC Concept equipped with functional performance upgrades, protective hardware, enhanced lighting, utility accessories and distinctive HRC styling beginning at Overland Expo West, which runs May 15-17 in Flagstaff, Arizona, and where HRC is also a title sponsor.

 

HRC will display the Passport along with Honda powersports products and a line of HRC merchandise available exclusively at the overlanding shows. The Passport TrailSport HRC Concept is designed to illustrate how HRC's motorsports expertise can elevate a production vehicle far beyond its factory capability.

 

"The HRC Passport concept is an example of how we’re exploring potential applications of HRC performance DNA beyond traditional motorsports," said Rob Ray, general manager of Performance Parts, HRC US. "Honda and HRC are committed to the overlanding and off-road space, and we're continuing to evaluate how that could show up in future products."

 

The TrailSport HRC Concept, which originally debuted at the 2025 SEMA show in Las Vegas, is a bold take on the '26 Honda Passport, already the most capable off-road Honda vehicle to date. It features innovative HRC performance and capability parts, functional accessories and unique styling to elevate it to new levels of performance. Engineered for off-road terrain and overlanding exploration, this concept vehicle features a comprehensive suite of enhancements across performance, protection, lighting and utility.

 

Trail-ready performance and protection modifications include:

• Redesigned lower front and rear bumpers to improve approach and departure angles.
• Extended aluminum skid plates and additional underbody protection to safeguard critical components, including the center bearing, prop shaft and rear drive unit.
• New front and rear dampers.
• One-off exhaust system.
• 60mm suspension lift combined with a 1-in. increase in tire diameter for improved ground clearance.
• Wider rock sliders that can act as side steps.
• Swing-out fullsize spare tire carrier.

 

Additional utility features are extensive, with enhanced lighting being a key focus of the concept. The SUV features upgraded fog lights, side camp lights, a rooftop light bar, ditch lights and rear chase lights, all run by a custom multi-zone lighting control system. HRC developed a low-profile roof rack equipped with a side canopy and added a rooftop tent to highlight the vehicle’s overlanding capabilities. The concept includes an 8,000-lb. winch and an integrated rear air compressor.

 

The thoroughly upgraded interior is highlighted by exclusive HRC blue Alcantara inserts with HRC branding, a refrigerator and multiple new HRC accessory mounting panels throughout the vehicle.

 

The Passport rolls on prototype wheels and is finished in a matte thermal orange with a blackout roof. This purpose-built off-road machine is designed to elevate the Passport’s adventurous abilities and show a potential direction for an HRC Passport.

 

Learn more in the Honda Racing announcement.

 

Acura, Honda Announce Partnered Accessories Expand Customization Choices, Brings Trusted Third-Party Brands Into the Dealership Purchase Process

 

Acura has launched Acura Partnered Accessories, expanding customization options for Acura clients by integrating popular products from trusted third‑party brands directly into the vehicle purchase process. Acura Partnered Accessories broadens the already robust portfolio of Acura Genuine Accessories, creating a seamless, one‑stop buying experience at Acura dealerships nationwide—making it easier and more convenient for customers to increase the appearance, function and capability of their Acura vehicle at the point of purchase.

 

Honda also announced its own similar program: Honda Partnered Accessories, a new accessory line and initiative that adds a scalable accessory ecosystem alongside Honda Genuine Accessories, created to grow and adapt as customer needs and vehicle trends evolve.

 

Get the complete details in the Acura announcement and in the Honda announcement.

 

 

Background image courtesy of Shutterstock | Buntoon Rodseng