By SEMA News Editors

Once limited to SEMA business members in print, SEMA magazine is now available to everyone in a free digital format--bringing the latest industry insights, product trends and aftermarket stories straight to your screen.

The September 2025 issue spotlights innovation, strategy and community across the specialty-equipment industry. Inside, you'll find:

• A look at the newly elected SEMA Board of Directors for 2025–2026, featuring a Q&A with Norris Marshall, Brian Herron, Tim McCarthy, Marcus Umlauf, and Rich Butler (Page 26).
• Practical tips to strategize your SEMA Show exhibition, ensuring maximum ROI before, during, and after the Show (Page 34).
• Guidance on building successful partnerships with content creators in the growing overland market (Page 44).
• The Off-Road/Truck Product Guide, packed with the latest parts and innovations (Page 54).
• Market insights exploring tariffs, trends, and cautious optimism for growth in the truck and off-road sector (Page 88).
• A tribute to industry icon Malcolm Smith, celebrating his lasting impact on motorsports and off-roading (Page 100).
• A preview of the Battle of the Builders, where new cars and new stars will compete for the crown (Page 108).
• Plus, expert advice on ensuring your next webinar isn't a snoozefest (Page 124).

As always, SEMA magazine is your go-to source for trends, strategies and stories that shape the automotive aftermarket. And remember: it is now available to everyone--free and online. Haven't subscribed yet? Here's how:

1. Claim your coupon voucher HERE.
2. Fill in the required fields and share your automotive interests.
3. Subscribe.
4. Download the SEMA magazine app in the App Store.
5. Sign in for instant access to a year's worth of industry knowledge.
6. Start reading!

For detailed, step-by-step instructions on claiming your complimentary subscription, click HERE.

By Ashley Reyes

The SEMA Future Leaders Network (FLN) is hosting a networking event for young aftermarket professionals during the Ice Cream Cruise at the I-29 Speedway in Pacific Junction, Iowa.  

Happening on Saturday, September 27, from 1:00 p.m.–3:00 p.m. CDT, the networking event offers the perfect opportunity to connect with fellow industry professionals at the Midwest's wildest race-track car show. Attendees will learn about career-advancement resources, volunteer opportunities and programs aimed at enhancing their education and professional development.  

FLN membership is open to industry professionals under the age of 40 who work for a SEMA member company. If this sounds like you, don't miss this chance to stop by for engaging conversations, light refreshments and community!  

RSVP here.

To learn more about the SEMA Future Leaders Network (FLN), visit sema.org/fln.

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, September 23, and Wednesday, September 24, 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), and keep an eye out for additional sessions later this calendar year.

SEMA Garage Detroit
AUTEL ADAS Training Session
September 23 and September 24
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 members have less than a week to submit nominations for the 2025 SEMA Council and Network Awards recognizing standout professionals and businesses making a difference in their niche industry segments. Nominate by Monday, September 1, here.  

Presented during the 2025 SEMA Show in Las Vegas, November 4–7, these prestigious awards honor the individuals and organizations whose passion, innovation and leadership have fueled progress and strengthened their distinct automotive aftermarket community.

Don't miss your chance to recognize excellence in your industry community. Nominate today for:  

• Automotive Restoration Market Organization (ARMO): Business of the Year, Person of the Year. 
• Emerging Trends & Technology Network (ETTN): Engineer of the Year. 
• Future Leaders Network (FLN): Professional of the Year Award, Vanguard Award.  
• Hot Rod Industry Alliance (HRIA): Business of the Year, Hall of Fame, Industry Recognition Award. (Entries for HRIA's Design & Engineering Award and Evolution of Hot Rodding Award will open closer to the SEMA Show). 
• Motorsports Parts Manufacturers Council: Hall of Fame
• Professional Restylers Organization (PRO): Jim Borré Lifetime Achievement Award, Manufacturer of the Year, Nat Danas Person of the Year, Restyler of the Year.  
• SEMA Businesswomen's Network (SBN): Member Impact Award, #SheIsSEMA Woman of the Year Award. 
• Truck & Off-Road Industry Alliance (TORA): Hall of Fame, Jessi Combs Ambassador Award, Retailer of the Year.  
• Wheel, Tire, Suspension & Brake Council (WTSBC): Business of the Year, Hall of Fame, Person of the Year.  

Award winners will be announced at each council and network's respective SEMA Show reception, which brings together influential industry leaders and members within each segment of the automotive aftermarket. Nominate today!

By Ashley Reyes

There's still time to join the SEMA Wheel, Tire, Suspension and Brake Council (WTSBC) for its Coffee and Conversation on September 4 at 9:00 a.m. PDT/12:00 p.m. EDT. The focus of the session will be common myths and misconceptions in the wheel, tire, suspension and brake aftermarket.  

WTSBC Coffee and Conversations are monthly virtual networking events that unite SEMA members to openly discuss pressing issues, common challenges and business opportunities in the automotive aftermarket. During this session, industry experts will share the facts about misleading industry advice and outdated beliefs, providing attendees with the knowledge they need to make smarter decisions for their vehicle.  

Featured experts include:  

• Mike Mesina, general manager--racing division, Brembo North America
• Gary Ruede, senior product and quality manager, Discount Tire
• Todd Steen, executive director, business development, Jackson
• Jason Weidmann, brand manager--wheels, The Wheel Group

Tailored to everyone from DIY enthusiasts to industry professionals, this conversation will help clear up confusion and keep members informed.  

Register here.

^{Feed image courtesy of Shutterstock}

By SEMA News Editors

SEMA Show exhibitors can expand their reach, product exposure and Show-floor presence through the exclusive Products for Project-Vehicle Builders program, which is now open at semashow.com/projectvehicle.

The Products for Project-Vehicle Builders list is designed for builders looking to collaborate and seek product offers straight from confirmed SEMA Show exhibitors.

Qualified builders interested in obtaining a product should contact exhibitors directly with the provided contact information. All product-placement decisions, negotiations and agreements are the responsibility of the exhibiting manufacturer and the builder, with each project vehicle on display at the SEMA Show required to be supported by a current 2025 SEMA Show exhibitor.

The list is open to exhibitors of the 2025 SEMA Show only. To be included in the list, complete the form at semashow.com/projectvehicle.

Qualified builders are encouraged to frequently check the 2025 Products for Project-Vehicle Builders list, as it is updated when submissions come in.

Note: Submissions appear on a first-come, first-served basis. The Project-Vehicle Builders form must be used by exhibitors to participate in the program; email submissions will not be included in the list. Participation in the list does not guarantee product or vehicle placement at the 2025 SEMA Show. It is the responsibility of the exhibitor to confirm the builder is affiliated with and working on a vehicle that will be on display at the SEMA Show. For more information about the list, contact Laura Pitts at projectvehicles@sema.org or call 949-373-9210.

By SEMA News Editors

The 2025 SEMA Show returns to Las Vegas, November 4-7, showcasing the latest in aftermarket innovation, new products and the trends driving the future of the industry. While thousands explore the halls filled with breakthrough technology and networking opportunities, the action continues outdoors, where multiple motorsports activations and vehicle displays deliver a full-sensory experience the moment attendees step on campus.

Leading the activation charge, OPTIMA will host a weeklong motorsports showcase--OPTIMA Unleashed--featuring high-horsepower vehicles, choreographed drift demos and a star-studded lineup of drivers. The energy will begin to build on Tuesday with nearly 100 vehicles vying for the OPTIMA Ultimate Street Car Invitational (OUSCI) championship. The vehicles will be judged on the construction and modifications that enhance the look, performance, and functionality of a stock vehicle while maintaining or enhancing the daily-drive comfort features and accessories. SEMA Show attendees can then watch these custom vehicles on track in the OPTIMA Peak Performance Challenge, a timed acceleration and braking competition that establishes the ability of the car and driver to accelerate, negotiate tight turns and stop in a designated spot.

Throughout the week, SEMA Show attendees can witness the OUSCI competition, watch professional drivers like Tanner Foust and Chris Forsberg take to the track, and potentially even win a ride-along. On Friday, enthusiasts are invited to experience the Show through SEMA Show Friday - Open to the Public and SEMA Fest, the Friday night celebration of music and car culture that will feature adrenaline-fueled drifting exhibitions from the OPTIMA Unleashed team.

"The SEMA Show is where the automotive aftermarket comes together to accelerate innovation and growth," said SEMA Vice President of Events Tom Gattuso. "Activations like OPTIMA's showcase how our industry's creativity extends beyond products on display and into performance in action. By delivering these experiences, the Show strengthens connections between businesses, fuels consumer enthusiasm, and helps drive the aftermarket forward."

Outdoor exhibits have become a hallmark of the SEMA Show, transforming parking lots into immersive destinations filled with featured vehicles, interactive displays and live motorsports. From the roar of engines to the spectacle of drifting, these experiences highlight how aftermarket innovation translates to real-world performance.

"The SEMA Show provides OPTIMA with a unique platform to showcase our brand directly to both businesses and enthusiasts," said OPTIMA Marketing Director Cam Douglass. "Our activation allows us to demonstrate performance in real-world conditions, giving attendees an authentic experience they can see, hear and feel. The opportunity to engage with the industry and the public in one place, plus generate content to share with those following online, is what makes the SEMA Show so valuable to us."

OPTIMA's activation will run throughout the Show, providing must-see entertainment for attendees all week and delivering the ultimate grand finale on Friday night at SEMA Fest.

"From the second you walk outside, you're surrounded by the sights, sounds and excitement that make the SEMA Show unlike any other event," said SEMA Trade Show Director Andy Tompkins. "Attendees will see world-class drivers push vehicles to the limit, smell the burning rubber, and feel the energy of the crowd - all powered by OPTIMA. It's an unforgettable experience that brings car culture to life right in front of you."

Online registration for qualified professional attendees is only $75 per registrant. Register soon, because on Saturday, September 27, registration both online and on-site will be $100. 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. Attendees: Don't forget to use the attendee registration resource center to prep for the 2025 SEMA Show. Learn more here.

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

Last week SEMA hosted a delegation from Fédération Internationale de l'Automobile (FIA) at the SEMA Garage in Detroit, bringing together global mobility experts, automotive media and SEMA leadership to highlight new opportunities in vehicle safety policy, advanced driver assistance systems (ADAS) technology and aftermarket innovation. This is the first time representatives from FIA have visited the SEMA Garage.

Earlier this year SEMA was accepted as a full member into FIA, with FIA joining SEMA as an association member, to advance mobility and safety policy in the United States and internationally.  

The two-day program began with Ride and Drive Event featuring SEMA member-modified vehicles to the Transportation Research Center (TRC) in Ohio, where the group also met with representatives from the National Highway Transportation Safety Administration (NHTSA).

The event was followed by a media roundtable and facility tour at the SEMA Garage, during which a measuring session took place.

A Shared Commitment to Vehicle Safety

During the visit, FIA leaders including Willem Groenewald, secretary general for mobility and sustainability, and Tim Shearman, deputy president for mobility, underscored the importance of global cooperation in advancing vehicle safety standards. They emphasized the impact of American and global vehicle safety policy and the shared goals across our two organizations, and one that drives true innovation.  

The TRC tour offered FIA a firsthand look at North America's most advanced independent vehicle testing facility, where NHTSA and leading automakers conduct crash, durability and advanced technology testing.

Showcasing SEMA's ADAS Research and Development

The highlight of the visit was the ADAS Technology Center at the SEMA Garage, where FIA leaders toured specialized labs dedicated to recalibrating and testing modern driver-assist systems. The facility enables manufacturers to verify that common modifications, such as lifting or lowering vehicles, do not compromise ADAS functionality.  

As such safety technologies become standard across new vehicles, the SEMA Garage plays a critical role in ensuring aftermarket products integrate without compromise. Through its collaboration with FIA, SEMA is helping keep policymakers focused on this evolving issue, ensuring clear guidance is established in an area of policy that remains largely undefined.

From the SEMA Washington, D.C., office

Last week SEMA hosted a delegation from Fédération Internationale de l'Automobile (FIA) at the SEMA Garage in Detroit, bringing together global mobility experts, automotive media and SEMA leadership to highlight new opportunities in vehicle safety policy, advanced driver assistance systems (ADAS) technology and aftermarket innovation. This is the first time representatives from FIA have visited the SEMA Garage.

Earlier this year SEMA was accepted as a full member into FIA, with FIA joining SEMA as an association member, to advance mobility and safety policy in the United States and internationally.  

The two-day program began with Ride and Drive Event featuring SEMA member-modified vehicles to the Transportation Research Center (TRC) in Ohio, where the group also met with representatives from the National Highway Transportation Safety Administration (NHTSA).

The event was followed by a media roundtable and facility tour at the SEMA Garage, during which a measuring session took place.

A Shared Commitment to Vehicle Safety

During the visit, FIA leaders including Willem Groenewald, secretary general for mobility and sustainability, and Tim Shearman, deputy president for mobility, underscored the importance of global cooperation in advancing vehicle safety standards. They emphasized the impact of American and global vehicle safety policy and the shared goals across our two organizations, and one that drives true innovation.  

The TRC tour offered FIA a firsthand look at North America's most advanced independent vehicle testing facility, where NHTSA and leading automakers conduct crash, durability and advanced technology testing.

Showcasing SEMA's ADAS Research and Development

The highlight of the visit was the ADAS Technology Center at the SEMA Garage, where FIA leaders toured specialized labs dedicated to recalibrating and testing modern driver-assist systems. The facility enables manufacturers to verify that common modifications, such as lifting or lowering vehicles, do not compromise ADAS functionality.  

As such safety technologies become standard across new vehicles, the SEMA Garage plays a critical role in ensuring aftermarket products integrate without compromise. Through its collaboration with FIA, SEMA is helping keep policymakers focused on this evolving issue, ensuring clear guidance is established in an area of policy that remains largely undefined.

By SEMA News Editors

Southern rock royalty The Black Crowes will help the SEMA Fest crowd shift into party mode when they hit the stage in Las Vegas on Friday, November 7, to perform some of their greatest hits live, including "She Talks to Angels," "Hard to Handle," "Remedy," and much more. Experience a thrilling night of heart-pounding music with The Black Crowes alongside headliners Queens of the Stone Age and alt-pop favorites Neon Trees.

SEMA Fest, of course, is more than just a concert--it's a full-throttle celebration where music meets motorsports. Between sets, fans can check out wild custom builds, jaw-dropping drifting demos and burnouts, lifestyle vendors, and the kind of festival vibes you can only find among like-minded enthusiasts during SEMA Show week in Las Vegas.

This is your chance to lock in your spot at one of the most unforgettable nights of the year. SEMA Fest 2025 tickets start at just $70 (including taxes and fees). SEMA Fest ticket provider Tixr offers payment plans, where guests will pay the full ticket price in recurring payments until a final date determined when purchasing the tickets. Tickets must be paid for by the final payment date to be valid at the event. Complete payment plan details and an agreement are available on semafest.com when purchasing tickets.

🔗 Visit semafest.com for tickets, updates and full event details.
📩 Have questions? Email info@semafest.com.
🤝 For sponsorship or partnership inquiries, contact partnership@semafest.com.

This story was originally published on Tuesday, August 26. Prices subject to change.