By SEMA News Editors

 

You can still secure your spot at the 2025 SEMA Show, November 4–7 in Las Vegas, but time is running out fast. Online registration for qualified professional attendees is currently $100 per approved badge, providing full access to a wealth of business-boosting education sessions, thousands of new products and heart-pounding outdoor vehicle activations. Don't miss your chance to take part in the largest automotive aftermarket trade show in the world.

Register now here!

With more than 2,000 exhibitors, the SEMA Show continues to be the place where business gets done. From groundbreaking technology and next-generation tools and products to expert-led education and face-to-face networking, the Show offers everything automotive aftermarket professionals need to stay competitive in today's fast-changing landscape. It's where relationships are built, products are evaluated, strategies are sharpened and opportunities come to life.

Don't wait to secure your 2025 SEMA Show badge. Qualified individuals can register for their place at the Show right now at semashow.com/register for just $100. 

Below are seven reasons why you need to secure their registration for this year's SEMA Show:

• Exhibitors: Discover the latest product and vehicle trends across dozens of product categories: Trucks, SUVs & Off-Road; Restyling & Car Care Accessories; Powersports & Utility Vehicles; Business Services; Mobile Electronics & Technology; Racing & Performance; Hot Rod Alley; Restoration Marketplace; Collision Repair & Refinish; Tools & Equipment; Global Tire Expo--Powered by TIA and Wheels & Accessories; and First-Time and Featured Exhibitors.
• New Products Showcase: Visit the New Products Showcase to discover thousands of the latest exhibitor products displayed in one location of the Las Vegas Convention Center. 
• Education: SEMA Show Education is the single most crucial week of the year to power a professional development plan for your business and career. Through sessions and unique, immersive programs that explore the industry's most significant challenges and offer immediate takeaways, there is something for every automotive professional.
• Networking: The SEMA Show is where connections are built--network with exhibitors, industry leaders and VIPs/celebrities from more than 140 countries and regions. Use the Show's mobile app to view lists of all events, seminars, conferences, celebrity appearances and speakers, including date, time and location. In addition, this year's program includes SEMA Council & Networks receptions, happy hours and meetings--all designed to help you advance your business and grow your network. You'll also have the opportunity to meet face-to-face with others in the industry and build meaningful relationships that'll lead to real results and high-quality connections.
• Show Features: The SEMA Show is teeming with the latest innovations and trends, showcased in several dedicated areas like the SEMA Battle of the Builders Presented by Mothers Polish; the SEMA FutureTech Studio; feature vehicle displays; SEMA ADAS Showcase; the Collision Repair & Refinish Stage; the SEMA Show Art Walk, the new-for-2025 International Pavilion at the Westgate Las Vegas; heart-pounding outdoors activations including Optima Unleashed and the HorsePower Rodeo; and more to be announced.
• Show Events: Unique events and activations, such as the SEMA Show Kickoff Breakfast, the SEMA Industry Honors now at the iconic Fontainebleau, the iconic SEMA Cruise, vehicle demonstrations, and much more, will provide ample opportunities for the industry to unite.
• And much more: Of course, attending the SEMA Show in Las Vegas is the best way to boost an automotive professional's business and career path, but be sure to make the most of your time in Vegas with ancillary events like after-hours networking and SEMA Fest, a celebration of motorsports, music and car culture. Note: Your SEMA Show badge does not provide access to SEMA Fest. 

Registration for qualified professional attendees is $100 per person, with badge pickup on-site. A SEMA Show badge includes access to both the SEMA Show and AAPEX. Deadlines and fees for other registration categories can be found at semashow.com/register. 

Hotel reservations, including for several new properties in Las Vegas, are available at the guaranteed lowest rates exclusively for Show attendees through SEMA's official hotel provider, onPeak.

For more information about the 2025 SEMA Show, visit semashow.com. Sign up for updates on SEMA Fest at semafest.com.

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This story was originally published on October 16, 2025.

By SEMA News Editors

With more than 2,000 exhibitors, the SEMA Show continues to be the place where business gets done. From groundbreaking technology and next-generation tools and products to expert-led education and face-to-face networking, the Show offers everything automotive aftermarket professionals need to stay competitive in today's fast-changing landscape. It's where relationships are built, products are evaluated, strategies are sharpened and opportunities come to life.

Qualified individuals can register for a SEMA Show badge at semashow.com/register for just $100. 

The following are just a preview of stories and updates from SEMA Show exhibitors. For more, visit semashow.com/press:

 

Mopar Offers Early Look at New Concept Vehicles for 2025 SEMA Show

 

Mopar offered an early look at two new concept vehicles that will be on display at the 2025 SEMA Show, November 4-7, Las Vegas. Mopar has prepared a wide and wild array of customized vehicles and hundreds of factory-backed performance parts and accessories for its display area in the South Hall of the Las Vegas Convention Center.

 

Vintage Air Enters New Era With Acquisition by LFM Capital 

Vintage Air, the San Antonio-based manufacturer of complete performance air-conditioning systems for classic cars and trucks, has been acquired by LFM Capital. The executive leadership team will remain in place ahead of Vintage Air's 50-year anniversary in 2026.

LFM Capital is a Nashville-based firm that supports and invests in American and Canadian manufacturing companies. It was founded in 2014 "to offer businesses continued autonomy, complemented by LFM Capital's expertise in sales, marketing, product development, supply chain management, distribution and manufacturing, to provide robust support and ensure ongoing success," a company release stated.

Vintage Air continues to cement its position as one of the leaders in automotive climate control. In 2025, the company expanded its capabilities with the acquisition of California-based A/C Solutions, further strengthening its product range and manufacturing depth. From SureFit bolt-in systems designed for popular classic platforms to the fully customizable Builder Series tailored to unique builds, Vintage Air will "remain committed to delivering cutting-edge solutions for custom and classic vehicles alike," according to the company.

"As we continue advancing our technology and product line, partnering with LFM Capital gives us the support we need to scale with confidence," said Rick Love, president of Vintage Air. "Its operational experience will help us serve customers and builders across the country even better. What's most reassuring is that we can keep operating as we always have, with a world-class partner just a phone call away."

For more information, visit the Vintage Air website at vintageair.com.

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Registration for qualified professional attendees is $100 per person, with badge pickup on-site. A SEMA Show badge includes access to both the SEMA Show and AAPEX. Deadlines and fees for other registration categories can be found at semashow.com/register. 

Hotel reservations, including for several new properties in Las Vegas, are available at the guaranteed lowest rates exclusively for Show attendees through SEMA's official hotel provider, onPeak.

For more information about the 2025 SEMA Show, visit semashow.com. Sign up for updates on SEMA Fest at semafest.com.

From the SEMA Washington, D.C., office

 

SEMA is keeping its foot on the gas on the most important policy issue facing the aftermarket industry today: sound policy surrounding advanced driver assistance systems (ADAS). To ensure lawmakers and staff understand the critical importance of the aftermarket's perspective, SEMA and several members on October 15 hit Capitol Hill for a whirlwind day of meetings and conversations centered on what our industry needs to account for the realities facing both vehicle owners and the aftermarket industry amid the rapid evolution of automotive safety technology.

Across 15 meetings, SEMA and a crack team of advocates from OPUS IVS, Quadratec, Hoonigan, American Expedition Vehicles (AEV) and Off Road Warehouse called on Congress to take a careful, comprehensive look at how the federal government can shape ADAS policies.

The urgency on the matter is the ongoing work in the U.S. House of Representatives and Senate to develop the 2026 Surface Transportation Reauthorization Act, otherwise known as the highway bill. SEMA is working to ensure that lawmakers and committee staff understand the critical importance of properly recalibrating ADAS whenever a vehicle is customized or modified.

As the 2026 Highway Bill moves through Congress, SEMA will remain engaged in efforts to secure ADAS policy that champions the needs of the specialty-aftermarket industry.

Background

Aftermarket manufacturers design, sell and service a wide range of popular products--such as vehicle wraps, lift kits, bike racks, bumpers, winches and side mirrors--that must work seamlessly with the ADAS technologies integrated into today's vehicles. To ensure these systems perform properly throughout a vehicle's lifespan, aftermarket businesses seek federal guidelines that provide a clear roadmap regarding the range of ride height and vehicle profile modifications that maintain proper ADAS calibration. Additionally, the industry is advocating for the highway bill to provide federal guidelines to calibrate ADAS and validate that safety systems operate as originally designed to ensure driver and passenger safety.

From the SEMA Washington, D.C., office

 

SEMA is keeping its foot on the gas on the most important policy issue facing the aftermarket industry today: sound policy surrounding advanced driver assistance systems (ADAS). To ensure lawmakers and staff understand the critical importance of the aftermarket's perspective, SEMA and several members on October 15 hit Capitol Hill for a whirlwind day of meetings and conversations centered on what our industry needs to account for the realities facing both vehicle owners and the aftermarket industry amid the rapid evolution of automotive safety technology.

Across 15 meetings, SEMA and a crack team of advocates from OPUS IVS, Quadratec, Hoonigan, American Expedition Vehicles (AEV) and Off Road Warehouse called on Congress to take a careful, comprehensive look at how the federal government can shape ADAS policies.

The urgency on the matter is the ongoing work in the U.S. House of Representatives and Senate to develop the 2026 Surface Transportation Reauthorization Act, otherwise known as the highway bill. SEMA is working to ensure that lawmakers and committee staff understand the critical importance of properly recalibrating ADAS whenever a vehicle is customized or modified.

As the 2026 Highway Bill moves through Congress, SEMA will remain engaged in efforts to secure ADAS policy that champions the needs of the specialty-aftermarket industry.

Background

Aftermarket manufacturers design, sell and service a wide range of popular products--such as vehicle wraps, lift kits, bike racks, bumpers, winches and side mirrors--that must work seamlessly with the ADAS technologies integrated into today's vehicles. To ensure these systems perform properly throughout a vehicle's lifespan, aftermarket businesses seek federal guidelines that provide a clear roadmap regarding the range of ride height and vehicle profile modifications that maintain proper ADAS calibration. Additionally, the industry is advocating for the highway bill to provide federal guidelines to calibrate ADAS and validate that safety systems operate as originally designed to ensure driver and passenger safety.

By SEMA News Editors 

 

From November 4–7 in Las Vegas, the SEMA Show returns as the industry's most influential gathering, where groundbreaking products, game-changing innovations and powerful networking collide. But the energy doesn't stop at the Show floor. SEMA Week expands the experience with exclusive events, dynamic meetups and unforgettable after-hours parties that bring the industry together like never before. 

Explore the full lineup of SEMA Week happenings below and gear up for a week that drives the future of automotive. 

SEMA Council & Network Events

Tuesday, November 4

• Truck and Off-Road Alliance (TORA) Happy Hour: November 4, at 4:00 p.m. PST, West Hall, Booth #58097 – RANDY'S Worldwide
  • Wind down and network with truck and off-road enthusiasts while celebrating the Best Light Truck and Best Off-Road New Product winners. Save your seat here.
• Future Leaders Network (FLN) Reception: November 4, at 5:00 p.m. PST, LVCC West Hall W232
  • Celebrate the achievements of young professionals in the automotive aftermarket, grow your network and discover resources to advance your career. Save your seat here.
• Professional Restylers Organization (PRO) Reception: November 4, at 5:00 p.m. PST, West Hall W326
  • Network with fellow automotive restylers, enjoy food and networking and honor top contributors during the awards ceremony. Save your seat here.
• SEMA Businesswomen's Network (SBN) Reception: November 4, at 5:00 p.m. PST, West Hall, W208 Pre-Function
  • Connect with the SBN community of women automotive professionals, celebrate achievements and learn how to get involved. Save your seat here.
• Wheel, Tire, Suspension, & Brake Council (WTSBC) Reception: November 4, at 5:00 p.m. PST, South Lower Hall, (New Products Showcase, #41271)
  • Celebrate the wheel, tire, suspension and brake segments while networking with colleagues and industry leaders. Save your seat here.
• Automotive Restoration Market Organization (ARMO) Industry Reception: November 4, at 5:30 p.m. PST, Westgate Hotel Ballroom A
  • Fun and networking with restoration leaders while celebrating the industry's top people, businesses and products. Save your seat here.

Wednesday, November 5

• PRO Happy Hour: November 5, at 4:00 p.m. PST, West Hall PRO Booth #50197
  • Network, celebrate the PRO Cup Challenge winners and enjoy a relaxed environment with peers. Save your seat here.
• TORA Reception: November 5, at 4:00 p.m. PST, West Hall, W326
  • Connect with peers, celebrate achievements and participate in the Pinewood Drag races benefiting the SEMA Cares' partnering children's charities. Save your seat here.
• SBN Gear-Up Girl Networking Event: November 5, at 4:30 p.m. PST, West Hall, W208 Pre-Function
  • Reserved only for women, the event serves as a networking opportunity for professionals to give back and share advice with today's female youth and those new to the industry. Save your seat here.
• Hot Rod Industry Alliance (HRIA) Reception: November 5, at 5:15 p.m. PST, Westgate Hotel Ballroom A
  • Celebrate HRIA's 40th Anniversary at this must-attend reception. Connect with the hot-rod community, enjoy networking and honor top builders and businesses during the awards ceremony. Save your seat here.

SEMA Industry Honors  

Thursday, November 6, 6:00 p.m. Reception, 7:00 p.m. Awards Ceremony 

• BleauLive Theater at the Fontainebleau Las Vegas (View on Google Maps) 
• Tickets or host tables are required. 
• Purchase SEMA Industry Honors tickets here. 

One night. One stage. The biggest names in the automotive aftermarket--only at the 2025 SEMA Industry Honors event in Las Vegas. 

On Thursday, November 6, the 2025 SEMA Industry Honors takes over the BleauLive Theater at the Fontainebleau Las Vegas for an unforgettable night celebrating the people and brands driving the industry forward. From Content Creator of the Year to Person of the Year and even more on-stage honors, this event is where SEMA's spotlight shines brightest. 

Kick off the evening alongside industry titans, game-changers and visionaries with a cocktail reception at 6:00 p.m. PST, take in the awards ceremony at 7:00 p.m. PST, then keep the celebration going at an exclusive afterparty with live music, hors d'oeuvres and an open bar for ticketed guests. 

Tickets are just $50 per person. Seats are limited, so reserve your seat today. 

Visit SEMAShow.com/Honors to learn more and purchase tickets.  

 

T-PAIN at Zouk Nightclub (Official SEMA Week Afterparty)  

Thursday, November 6, 10:30 p.m. PST - 4:00 a.m. PST  

• Zouk Nightclub at Resorts World Las Vegas (View on Google Maps)  
• Tickets required.
• Purchase tickets here. 

End your Thursday with T-Pain at Zouk Nightclub. Make it a night to remember and book tickets at zouk.group/tpain 

Note: SEMA Show badge and SEMA Fest ticket holders will receive access to a special, expedited entry line. 

 

SEMA Cruise

Friday, November 7, 4:00 p.m. PST - 7:30 p.m. PST

• SEMA Show Campus (down Convention Center Drive to West Hall Parking Lot)
• No cost or RSVP required to attend

Watch the most creative and innovative vehicles on the planet roll out of the Las Vegas Convention Center at the close of the SEMA Show in this time-honored Show tradition. More than 1,200 vehicles will parade down Convention Center Drive to the West Hall parking lot on Friday evening, giving Attendees and enthusiasts an unrivaled opportunity to see groundbreaking SEMA Show builds in action. 

 

SEMA Fest 

Friday, November 7 (Activations begin 9:00 a.m., last concert begins 8:25 p.m. PST). 

• SEMA Show campus outside of the Lower South Hall 
• General admission tickets start at $80! (including fees) 
• Purchase SEMA Fest tickets here. 

Get ready for an unforgettable evening filled with high-octane excitement, incredible music and everything you love about car culture on the SEMA Show campus. Don't miss out—grab your tickets now before they sell out and be part of this incredible celebration.  

SEMA Fest brings together the captivating world of automotive culture that can only be found at the SEMA Show with some of the biggest bands in music. It's a one-of-a-kind live and epic event that is a true bucket list experience for music lovers and car enthusiasts.  

Want to upgrade your SEMA Fest experience? Grab VIP tickets today for access to premium viewing areas, VIP bars and washrooms, separate entrances and complimentary charging stations during the event. 

• Epic Performances: Live music from Queens of the Stone Age, The Black Crowes and Neon Trees will keep the energy high and the crowd buzzing.  
• Thrilling Events: Starting at 9:00 a.m. PST, witness the heart-pounding activations by Hoonigan, Nitro Circus Moto Mayhem, HorsePower Rodeo, Optima Unleashed and the Globe of Death.  

 

JAMES HYPE at Zouk Nightclub (Official SEMA Week Afterparty)  

Friday, November 7, 10:30 p.m. PST - 4:00 a.m. PST  

• Zouk Nightclub at Resorts World Las Vegas (View on Google Maps)  
• Tickets required. 
• Purchase tickets here.

Zouk Nightclub with James Hype is the only place to be after the SEMA Show and SEMA Fest! Book tickets at zouk.group/jameshype 

Note: SEMA Show badge and SEMA Fest ticket holders will receive access to a special, expedited entry line.  

 

Special Guest at Zouk Nightclub (Official SEMA Week Afterparty)  

Saturday, November 8, 10:30 p.m. PST - 4:00 a.m. PST  

• Zouk Nightclub at Resorts World Las Vegas (View on Google Maps)  
• Tickets required. https://zoukgrouplv.com/event/EVE50511500020251108/special-guest/ 

Close out SEMA Week on a high note and an unforgettable night with special guest at Zouk Nightclub! Book tickets at zouk.group/events 

Note: SEMA Show badge and SEMA Fest ticket holders will receive access to a special, expedited entry line. 

 

Attendee registration for the 2025 SEMA Show, November 4-7 in Las Vegas, is now available online here. Online registration for qualified professional attendees is $100 per person, with badge pickup on-site on the SEMA Show campus. A SEMA Show badge includes access to both the SEMA Show and AAPEX. 

Hotel reservations, including for several new properties in Las Vegas, are available at the guaranteed lowest rates exclusively for Show attendees through SEMA's official hotel provider, onPeak. 

For more information about the 2025 SEMA Show, visit semashow.com. Sign up for updates on SEMA Fest at semafest.com. 

 

By Juan Torres

 

The SEMA Show's celebrated media recognition program is getting a major upgrade for 2025.

Formerly known as the Global Media Awards, the program has been expanded to include top domestic outlets and rebranded as the SEMA Show Media's Choice Program--giving exhibitors even greater exposure to influential journalists from around the world during the aftermarket's premier trade event, November 4-7, Las Vegas.

On Tuesday, November 4, the first day of the 2025 SEMA Show, more than 20 leading editors from consumer, enthusiast and trade publications will comb through the New Products Showcase to handpick three standout products each that they believe will resonate with their audiences.

Manufacturers whose products are selected will be notified on Wednesday, November 5, and invited to an exclusive reception that evening. There, they'll receive a SEMA Show Media's Choice award and have the rare opportunity to connect directly with the editors who chose their products.

"Exhibitors invest enormous time, creativity and resources into developing the products they bring to the SEMA Show," said SEMA Sr. Manager of Public Relations and Media Management Juan Torres. "The Media's Choice program gives them powerful, one-on-one exposure with the journalists who help shape what consumers talk about--and buy--after the Show."

Participating editors will represent some of the most respected names in automotive media, including:

• Auto Revolution
• Autobody News
• AutoZulia International
• BangShift
• Car & Driver
• Car & Tech
• Collision Repair Magazine
• Engaged Media
• Generation 4x4
• HOT ROD
• Internet Brands Automotive Group
• KAR Automotive
• MotoIQ
• MotorTrend
• New Tune Up
• On All Cylinders
• OVR Magazine
• Performance Digital Entertainment
• Revista Garagem Old School
• THE SHOP Magazine
• Traction

Exhibitors are automatically eligible for the Media's Choice program by entering their products in the New Products Showcase. For details, contact the SEMA Public Relations team at pr@sema.org.

By SEMA News Editors

 

The SEMA Garage continues to host engaging, hands-on events in partnership with AUTEL. These two-day training sessions focus on advanced driver assistance systems (ADAS) and help participants gain valuable knowledge on fundamentals, calibration techniques and necessary reporting practices. As the number of ADAS-equipped vehicles continues to grow, mastering the proper calibration of these systems is becoming increasingly vital. 

SEMA Garage Detroit will host its next AUTEL ADAS training session on Tuesday, November 18, and Wednesday, November 19, at the facility located at 14655 Jib St., Plymouth, MI 48170.

👉 RSVP for the upcoming session on the AUTEL website here (simply navigate to the "Detroit" tab under the first event).

SEMA Garage Detroit
AUTEL ADAS Training Session
November 18 and November 19
14655 Jib St., Plymouth, MI 48170
View on Google Maps.
RSVP here (navigate to "Detroit" tab).

 

For more information, contact academy@autel.com or visit the AUTEL website here.

By Ashley Reyes

 

SEMA Show exhibitors looking to boost brand visibility and give back to the next generation of automotive talent have limited time left to sign up for the Student Program Industry Networking Breakfast.

Happening on Thursday, November 6, from 8:00 a.m. to 9:30 a.m. PST in West Hall in the Las Vegas Convention Center, the Industry Networking Breakfast is a prime opportunity for companies to recruit, inspire and share advice with students eager to launch their automotive careers. Exhibitors gain access to hundreds of students of varying talents in one location, while students benefit from exploring the industry's numerous career paths and networking with business leaders from across the country.

Whether your company is actively hiring or you are simply looking to share knowledge and inspire future innovators, the event provides a valuable setting to make a lasting impact in student's careers.

Participation is free, and the event simply requires one-and-a-half hours from a company representative. No set-up time or marketing materials are required. Register your company here. 

 

Questions can be directed to Joe Escobar, SEMA manager of recognition programs, at josee@sema.org.

By Ashley Reyes

 

The SEMA Businesswomen's Network (SBN) has named Tricia Emurian, sales and operational support manager-motorsports at Yamaha, as the network's newest #SheIsSEMA spotlight member. 

Emurian was nominated by her peer, Aliceje Keyburn. Get to know Emurian through Keyburn's interview with SEMA News below. 

SEMA News: How has Tricia contributed to Yamaha?  

Aliceje Keyburn: Tricia currently leads our internal ERG group, Yamaha Women's Alliance (YWA) and an executive coaching network called Y-WIN. 

SN: How has Tricia shown leadership in the industry or business? 

AK: Tricia helped start up YWA and takes women's growth and development personally. She not only manages her daily responsibilities as a manager within motorsports but also volunteers for other initiatives within Yamaha. 

SN: Tell us a success story that you can share about Tricia.  

AK: Tricia recently attended SBN's Leadership Forum, where she was able to learn new skillsets and mindsets from guest speakers' breakout classes and incorporate those lessons into our YWA group to help others. 

SN: How many years has Tricia been in the industry? 

AK: More than 10 years.  

SN: What quality do you admire most about Tricia and why? 

AK: Dependability: Tricia is a busy woman, but I know if I need something, I can reach out to her. Even after hours, she has taken my calls and talked me through situations. She is a great mentor and invests in the people around her. I admire that she continues to grow and work on herself while still helping others. 

SN: Why do you think Tricia is a role model in the industry? 

AK: She has risen to a managerial position within the motorsports group and commands great respect. As a minority in the field, she perseveres in advancing her career and serves as an inspiration to those around her. 

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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

 

When Design Engineering Inc. (DEI), a manufacturer of high-performance heat and sound control solutions, joined SEMA Data in 2024, the team faced a familiar problem. After three decades in business, they had plenty of product information, but it was inconsistent, incomplete and not aligned with current industry standards. One year later, DEI earned a SEMA Data Excellence Award at the Platinum level, which recognizes manufacturers that deliver complete, accurate and reliable product information to resellers across the SEMA Data network.  

For DEI, the award is not just a technical milestone; it's a business win that makes it easier for customers and partners to do business with them.

Journey to Excellence

After 30 years in business, DEI had plenty of product data, but much of it was inconsistent and incomplete. The biggest challenge was identifying the gaps and aligning with new industry standards. 

Jason Pokines, data assets specialist at DEI, credits SEMA Data's tools for making the process manageable. The SEMA Data Scorecard inside the Product Information Management System (PIMS) with its "Fix-It" report, highlighted missing fields. PartsHub simplified imports and exports of Excel load sheets for quick updates.

The SEMA Data Scorecard is a tool that measures the quality and completeness of product and technical data shared by manufacturers. Those with Gold and Platinum scores are distinguished as having achieved "Data Excellence." DEI achieved Platinum.

For Pokines, progress came step by step. "There's an old saying that the only way to eat an elephant is one bite at a time. These tools gave us the eyes to see and the teeth to bite," he said.    

Quality Data, Quality Results

Achieving Data Excellence is more than just a win for the data team. For Brad Bricker, vice president of sales and marketing at DEI, Data excellence benefits the entire business and, ultimately, their customers.   

"Having complete data makes doing business with DEI that much easier," he said. "Whether we are dealing with a new customer that needs to load the entire line or we need to get new product information out to our existing account base, everything our customers need is in one place with easy access."

"Our customers have hundreds, if not thousands, of vendors they do business with, and our goal is to make doing business with DEI hassle-free. Having accurate and updated data is a big part of that. Many of our customers give us a very high rating when it comes to data, and we are typically well above their average vendor rating."

Support That Feels Like Partnership

One of the benefits of joining SEMA Data is that members gain access to a team of data experts who guide them through the data management process. Pokines cited SEMA Data's ongoing trainings and web conferences as key resources for him to ask questions, hear others' questions and get immediate feedback. Outside of those opportunities, SEMA Data's chat window and Pokines' ability to submit a ticket in the customer portal helps DEI escalate visibility.

"Team member Jason Kemmerer has helped me so quickly and with such understanding that he's been more like a remote coworker than a support specialist," said Pokines. "I've thrown a few tickets to Richard Nemcek when I have a partner who needs access or training. Not once have any of them needed additional help after that. That's what I call taking care of business."

Advice for Fellow Manufacturers

For manufacturers looking to achieve Data Excellence, Pokines' advice is simple: "Just do it. Take the time to make it right. Quality work doesn't just solve problems, it prevents them."

Get In Touch

SEMA Data is the leading provider of standardized product data with more than 650 brands, a collective inventory of more than 4.5 million parts and an active network for more than 4,750 resellers. It serves as the central hub for product information in the specialty-automotive market, supplying manufacturers and resellers with continuing education regarding evolving product data standards, a comprehensive set of online data management tools and a full team of product data experts to support them through the data management process.

For more information, visit www.semadata.org or meet the SEMA Data team at the 2025 SEMA Show, November 4-7, Las Vegas, in Central Hall, 2nd Floor, booth #20678.