By SEMA News Editors

Housing reservations are now open for the 2025 SEMA Show, November 4-7, Las Vegas, including several new hotels, available at the lowest possible nightly rates through SEMA's official hotel provider, onPeak.

SEMA and onPeak are always striving to offer SEMA Show exhibitors and attendees with the best deals at the best hotels in Las Vegas. New properties are now available to book this year, giving SEMA Showgoers an extensive lineup of housing options for the 2025 SEMA Show.

New hotels and exclusive nightly rates for 2025:

• Circa - $149
• Fontainebleau - $295
• Four Seasons - $399
• Rio - $126

SEMA and onPeak have negotiated the best possible rates, giving Showgoers cost-saving benefits alongside a myriad of other perks, like fully flexible booking, possible hotel rewards points and group reservations at the best hotels in Las Vegas. SEMA Showgoers can only get the discounted rates when booking through the only official hotel provider, onPeak, here.

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

From the SEMA Washington, D.C., office

Recent actions by the United States Environmental Protection Agency (EPA) have generated headlines and misinformation among automotive enthusiasts, particularly about defeat devices used to skirt emissions laws and whether or not their use will be enforced upon the industry.  

SEMA has the facts and dispels some myths that are circulating online. Learn more here. 

Questions? Contact Matt Daigle at mattd@sema.org. 
 

Image courtesy of Shutterstock

From the SEMA Washington, D.C., office

Recent actions by the United States Environmental Protection Agency (EPA) have generated headlines and misinformation among automotive enthusiasts, particularly about defeat devices used to skirt emissions laws and whether or not their use will be enforced upon the industry.  

SEMA has the facts and dispels some myths that are circulating online. Learn more here. 

Questions? Contact Matt Daigle at mattd@sema.org. 
 

Image courtesy of Shutterstock

By SEMA News Editors

The exhibitor space rental agreement for the 2025 SEMA Show, November 4-7, Las Vegas, is open online here, but the deadline to secure your preferred booth space is quickly approaching.

Exhibitors must submit their signed booth agreement and deposits by Friday, March 28, to be included in the priority booth space selection process.

Securing your booth space is the first step toward success at the SEMA Show, which presents an unrivaled opportunity for aftermarket companies to drive sales, meet new clients and increase brand awareness.

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

"Nowhere else can we get to this many of our dealers and our consumers and show them new products that they get to touch and feel," said exhibitor John Meyers, KICKER. "On the internet, you just don't get that experience."

Exhibiting at the SEMA Show offers a myriad of benefits to your brand:

Increase Your Brand Awareness

Whether you are an established brand or looking to go from garage to global, exhibiting at SEMA is the best investment to advance your brand goals.

Connect With Your Customers

See existing customers and connect with them on the Show floor. Determine their business needs and use this opportunity to strengthen relationships.

Expand Your Sales Channels

The connections you make at the SEMA Show can help take your products to new markets, whether through retailers, distributors or other sales channels, expanding your brand’s reach domestically and internationally.

Introduce New Products

We know you want your latest and greatest products to be seen by a large audience of potential customers and the SEMA Show guarantees opportunities for that to happen.

To reserve a booth at the 2025 SEMA Show, visit here. For more information, visit here.

Story and photos by Andreas Conradt, Automedia

Alpine Goes Back to the Future With '28 A310

French sports car manufacturer Alpine is set to make waves with its upcoming all-electric '28 A310, which promises to blend performance, innovation and eco-friendliness, marking a significant step in Alpine's future in electric sports cars.

The original Alpine A310 launched in the '70s and was celebrated for its lightweight design, agile handling and distinctive styling. The '28 model will pay homage to the original while embracing modern technology, according to the manufacturer, and is expected to retain the classic A310 silhouette while incorporating contemporary elements.

SEMA News sources recently snapped the first images of what appears to be an early test mule of the A310 in northern Scandinavia.

Based on the performance-oriented Alpine Performance Platform (APP), the architecture has been designed to be as configurable as possible and will underpin the future compact four-seater.

The decision to make the A310 a four-seater comes in line with Alpine's transformative initiative to move away from being a niche manufacturer to becoming a key volume player on the world stage, according to insiders.

Volkswagen Readies New Generation of Bestseller T-Roc

Volkswagen's commercially successful T-Roc will enter a new phase in 2025 as it prepares to debut the second generation of its best-selling model. Coming to European dealers for model-year '26, the compact crossover was recently spotted by SEMA News sources.

Camouflage replicating the first generation hides the evolutionary changes underneath, with the front of the vehicle featuring cues from the European model Tayron.

The camouflaged prototype further shows a large radiator grille with a honeycomb pattern and a light bar connecting the revised headlights. Volkswagen designers further enlarged the lower grille, but insiders do not expect it to accommodate anything larger than a four-cylinder, 2.0L engine.

An illuminated VW badge up front will be complemented by another one for the liftgate. Out back, a second light bar can be seen running across the width of the camouflaged liftgate. Similar to the outgoing model from the sides, the second generation is certain to receive small infotainment and switchgear updates.

The T-Roc is expected to be built on the MQB Evo architecture, which currently underpins the Golf and Passat, and enables a greater degree of electrification, insiders said.

A three-pedal setup is likely to continue as the standard transmission choice for the 1.0L TSI, as well as the standard 1.5L TSI and 2.0L TDI powerplants. The high-output engines are both rated at 148 hp.

Those in the market for something hotter will be hopefully offered an R performance version powered by the iron-block EA888 engine of the Golf R.

By SEMA News Editors

Jim Kerr & Associates has announced its founder, Jim Kerr, has passed away. He was 91. Kerr was inducted into the SEMA Hall of Fame in 1996 and had a long and illustrious career in the specialty automotive market. He formed Jim Kerr & Associates in 1967, the automotive parts and accessories-focused manufacturers' representative company in Holland, Pennsylvania.

"As a valued member of SEMA, Jim dedicated much of his life to advancing the high-performance automotive industry. He shared his knowledge and ability with those around him. This is what led to one of his most well-known accomplishments in the automotive industry while working for the pioneering automotive company Hurst Performance. Jim helped to develop the race support program known as Hurst Shifty Doctors, which provided repairs for racers at no charge.

"For many years, he helped run the SCCA races at Pocono and could be found helping his friends when not working or with family. Jim's contributions to the world of motorsports and car culture will be remembered by many," said Kerr's son, Kevin Kerr, in a written statement.

The SEMA Hall of Famer was also inducted into the East Coast Drag Times Hall of Fame in 2015 and was presented with the National Nostalgia Drag Racing Association's Legion of Honor Award.

In lieu of flowers, the family asks that donations be made to the Drag Racing Association of Women. This non-profit organization provides financial and emotional support to qualified individuals involved in drag racing accidents at a track. Readers can make donations in Kerr's name here.

A celebration of Kerr's life will be held where family and friends will gather to honor his memory, though the date is to be determined at publish date. Visit jimkerr.com or read Kerr's obituary for the latest information.

By Ashley Reyes

Allyship plays a critical role in fostering inclusive and supportive work environments. For new professionals entering the job market, understanding how to identify companies that prioritize diversity and allyship can help them achieve long-term success and professional growth.

On April 8 at 12:00 p.m. PDT, the SEMA Businesswomen's Network (SBN) will host a webinar titled "Ally Series: The Essential Guide for New Professionals." This session will help attendees navigate the early career stage with a focus on allyship. 

Speakers include industry experts who have successfully championed ally initiatives, including Cindy Barlow, director of industry relations at WyoTech; Emily McConkey, marketing specialist at Brown & Watson International; Mark Omundson, vice president of automotive aftermarket recruiting at Jamison Search; and Heather Holler, WRC mechanic at Hyundai Motorsports GmbH. Rachel Speir, branding and marketing specialist at RS Marqueting, will guide the discussion and facilitate the question-and-answer period.  

Key takeaways include:  

• Job search strategies: How to identify companies with inclusive cultures and allyship values during interviews and research. 
• Culture fit: Tips on recognizing positive workplace environments and supportive leadership early on. 
• Mentorship: Guidance on finding mentors and leaders within an organization who can help one grow as an ally. 
• Allyship from day one: Practical advice on how to advocate for inclusivity and support others, even at an entry-level position. 
• Personal and professional growth: Insights from mid to mid-senior level employees on how allyship has benefitted their careers and enhanced their work experiences. 
• Identifying allies: How to find and connect with fellow allies in a new company to strengthen one's support network. 

Register for the webinar here.  

From the Washington, D.C., office

A contingent of SEMA and PRI members, bolstered by automotive content creators and the SEMA/PRI Government Affairs staff, descended on Washington, D.C., earlier this month to urge lawmakers to strike down California's waiver that would enable electric vehicle (EV) mandates throughout the U.S. Watch the highlight video here:

"This was a rapid call to action for our SEMA and PRI membership to come to Capitol Hill to talk about the California waiver that would ban the internal combustion engine and put in place an EV (electric vehicle) mandate, not only in California, but affect nearly half of the country if this is allowed to go through," said Karen Bailey Chapman, SEMA senior vice president of Public and Government Affairs. "Congress has the opportunity to overturn the California waiver and return us back to vehicle choice, allow us to do the cool stuff that this industry is known to do and put some stability back in the automotive marketplace for all of us." 

For more on the D.C. fly-in, read the SEMA News article here. To get involved, visit semasan.com.

From the Washington, D.C., office

A contingent of SEMA and PRI members, bolstered by automotive content creators and the SEMA/PRI Government Affairs staff, descended on Washington, D.C., earlier this month to urge lawmakers to strike down California's waiver that would enable electric vehicle (EV) mandates throughout the U.S. Watch the highlight video here:

"This was a rapid call to action for our SEMA and PRI membership to come to Capitol Hill to talk about the California waiver that would ban the internal combustion engine and put in place an EV (electric vehicle) mandate, not only in California, but affect nearly half of the country if this is allowed to go through," said Karen Bailey Chapman, SEMA senior vice president of Public and Government Affairs. "Congress has the opportunity to overturn the California waiver and return us back to vehicle choice, allow us to do the cool stuff that this industry is known to do and put some stability back in the automotive marketplace for all of us." 

For more on the D.C. fly-in, read the SEMA News article here. To get involved, visit semasan.com.

By Ashley Reyes

The SEMA Future Leaders Network (FLN) has named AJ El-Amin, technician at Oracle Lighting, as the network's newest spotlight member.  

Get to know El-Amin in his interview with SEMA News below.  

SEMA News: What is the best advice you have ever received?  

AJ El-Amin: My father told me to always do what makes you happy, and not to chase monetary gains, but look for what you can learn and those who you can help grow around you.

SN: What keeps you in the industry?  

AE: My passion for cars; I love talking to people about different situations they've been in and how our products have benefited them.

SN: Where can you be found on a Saturday? 

AE: Hanging out in the shop with my friends or at the race track.

SN: How do you prepare for an important meeting?  

AE: I go for an early morning run with my dog.

SN: If you could go to lunch with one industry leader, living or dead, who would it be?  

AE: Ken Block--he was my idol growing up.

Fill out an FLN member spotlight form to be eligible to be featured on FLN's social media, SEMA News and FLN member updates.