From the SEMA Washington, D.C., office

President Trump's self-imposed July 9 deadline to strike new deals with international trade partners has come and gone with new developments for American businesses to be mindful of, including new tariffs effective starting in August for several countries unless they come to a trade agreement with the United States in July. Here's the latest: 

• Deadline Passes, with Extension. On July 7, the President issued an Executive Order, "EXTENDING THE MODIFICATION OF THE RECIPROCAL TARIFF AGEEEMENTS," which moved the tariff compliance deadline from July 9 to August 1, giving countries additional time to negotiate new reciprocal tariff agreements with the United States or face increased tariffs (currently 10% for most countries).   

• According to President Trump and Treasury Secretary Scott Bessent, there will be no further extensions for international trading partners.  

• Tariff Letters Issued to 14 countries. President Trump sent letters outlining duties on imported goods with rates ranging from 25% to 40% that will take effect on August 1 unless bilateral agreements are agreed upon. 

• Targeted countries include Japan, South Korea, Malaysia, Thailand, Indonesia, Bangladesh and others that are integral to the global supply chain for vehicles, electronics, rubber components and aftermarket systems. 

• New Tariff Rates Impact Vehicle and Part Suppliers. Several nations that received tariff letters are top exporters of parts, including: 

• Japan and South Korea (25%)– key sources of original equipment and aftermarket engine components, transmission systems, sensors and electronics. 
• Thailand (36%) and Malaysia (25%) – major producers of rubber products, lighting, air conditioning units and moldings. 
• Indonesia (32%) and Bangladesh (35%) – increasingly involved in manufacturing electrical harnesses, plastic housings, and interior trim. 
• The application of 25% to 40% tariff rates on imports from these countries could drive up costs on critical parts used throughout the aftermarket, from engine rebuild kits and brake components to wiring systems and infotainment upgrades. 
• Additional new tariff rates outlined in President Trump's letters include South Africa (30%), Kazakhstan (25%), Laos (40%), Myanmar (40%), Tunisia (25%), Bosnia and Herzegovina (30%), Serbia (35%) and Cambodia (36%). 

• Additional letters outlining new tariff rates issued on July 9.  

• According to the AP, President Trump issued tariff letters to Libya, Iraq, Algeria and Sri Lanka (30%), Moldova and Brunei (25%), and the Philippines at 20%. He also announced that exports from Brazil would be met with 50% tariffs starting on August 1. 

• Copper Tariff Threat. President Trump has floated the possibility of a 50% tariff on copper, which is essential to automotive wiring, motor windings, EV powertrains and thermal systems. 

• Electronics and Chipsets. The White House has suggested further tariffs may be levied on semiconductors, sensors, and other “strategic electronics.” These components are vital for Advanced Driver Assistance System (ADAS) recalibration tools, engine control units (ECUs), and aftermarket diagnostic systems.  

• Impacted Nations Respond. Japan and South Korea have moved quickly to open new trade talks in hopes of securing exemptions or reduced rates.  

• Malaysia and Thailand have pushed back, but optimism remains that the two countries will reach an accord ahead of August 1.  
• The European Union (EU) is racing to finalize a broader agreement that could prevent across-the-board tariffs on components sourced from EU member states. 
• Australia—a key supplier of copper and lithium—maintains it is seeking clarification on whether new duties could affect exports tied to EV battery components and wiring harnesses or if it’ll remain limited to pharmaceuticals.  

What Comes Next 

Unless significant trade concessions are made, August 1, will mark a new phase of tariff enforcement on imports, including vehicle-related parts and components. The U.S. Trade Representative’s (USTR) office is expected to release further implementation guidance within the next two weeks. 

We will continue to monitor developments closely and provide members with updates and policy briefings as further information becomes available. 

Further Reading 

White House Fact Sheet: President Donald J. Trump Continues Enforcement of Reciprocal Tariffs and Announces New Tariff Rates. 

Questions? Contact Juan Mejia, SEMA's senior manager for federal government affairs, at JuanM@sema.org. 

This story was originally published on Thursday, July 10.

Image courtesy of Shutterstock

By Laura Pitts

Every year, the New Products Showcase at the SEMA Show highlights groundbreaking innovations from across the aftermarket industry in one dedicated display. With more than 1,600 entries in 2024, it was a top destination for aftermarket buyers, enthusiasts, media members, content creators and attendees of all kinds. (Exhibitors: Want to enter the New Products Showcase at the 2025 SEMA Show? The first entry is always free. Learn more here). 

Of course, the Showcase also serves as a proving ground for new products in the market, thanks to the New Product Awards. Winning products stood out not just for their creativity and technical excellence but also for the business opportunities they unlocked for customers. 

As the 2025 SEMA Show approaches, from November 4–7 in Las Vegas, past New Product Awards winners reflect on how their recognition has validated their brand's work, boosted visibility and opened doors to new customers. Here's what they had to say. 

"SEMA represents the heart of the automotive aftermarket industry," said Revv CEO and co-founder Adi Bathla. "We saw the New Products Showcase as an opportunity to reach the shops that need our solution most, especially since we're seeing an urgent demand for accessible ADAS calibration information." 

For Revv, which won in the Advanced Driver Assistance System (ADAS) Product category, the exposure was a catalyst for growth. "Seeing Revv recognized out of 1,600 different products confirmed that our approach of making comprehensive ADAS calibration accessible truly resonates with the broader industry," Bathla added. "We've secured distribution deals and seen some of our customers double their repair volume after integrating our platform." 

Other winners echoed the value of SEMA's spotlight. 

"It's always a thrill when you win a SEMA award," said Chris Figdore of Speed Dawg Shift Knobs, whose Dodge Durango Dual Stripes Shift Knob and Adapter Set won the Interior Accessory Product category. "I usually lead with that when meeting people—SEMA award winner—and anybody that knows anything about the industry goes 'wow!'" 

"Because of SEMA, I've been living the dream," Figdore continued. "Our brand is now on a line of diecast cars in Target and Wal-Mart. That opportunity started with a connection made at SEMA." 

For Dakota Digital, a double award winner in 2024, entering the New Products Showcase was a no-brainer. 

"SEMA is what we gear up and aim for year after year," said Justin Olsen, sales manager at Dakota Digital. "The time and effort SEMA and their judges put into this portion of the event is above the rest. As a manufacturer, there is nothing more exciting than bringing home a trophy--or two--from Vegas." 

"Customers often tell us they learned about our products from SEMA," Olsen added. "That recognition lasts all year long." 

For up-and-comers like first-time exhibitor Tmat, the Showcase offered a powerful launchpad. Tmat won a runner-up award in the Van/Pickup/Sport-Utility Product category for its truck bed organization kit. 

"As first-time exhibitors and industry newcomers, we didn't expect to stand out among so many entries," said Kenny Austin, Tmat vice president. "The runner-up award provided instant credibility, boosting our brand's reputation and opening doors to new opportunities with buyers and industry partners." 

For others, the New Product Awards serve as a proving ground for their offerings. 

"Winning the top award from SEMA was a true honor. You can't imagine the feeling of recognition from your peers," said Cherielynn Westrich of Malwood USA, whose bolt-in under-dash hydraulic clutch and pedal system for the C1 Corvette won the Street Rod/Custom Car Product category. "You've got a small-town Iowa company competing with the biggest names in the industry--and we won." 

"To the women [and people] looking to get involved in the automotive industry and SEMA Show, I say just go for it," Westrich added. "SEMA offers opportunities to learn, collaborate and be welcomed by others who share your passion." 

The SEMA New Product Awards recognition has ripple effects far beyond the immediate recognition and media exposure. It can also fuel team morale, foster new partnerships and solidify a brand's place in the marketplace. 

"This award reflects our commitment to educating and elevating a skills-based trade that is essential to keeping America moving," said Dara Goroff, vice president of talent programming for Inter-Industry Conference on Auto Collision Repair (I-CAR), which won in the Collision Repair & Refinish Product category for its I-CAR Academy. "Since our 2024 win, I-CAR has introduced 84 additional courses to our Academy curriculum, increasing support for two-year [career and technical education] (CTE) programs." 

"The awards affirm the impact of our mission and the trust the industry places in I-CAR," added Arianna Sherlock, I-CAR's vice president of marketing. "It reinforced our leadership position and sparked deeper engagement across the industry." 

Even in more niche categories, such as Tools & Equipment or Packaging Design, the benefits are clear. 

"It was an honor," said Dustin Nielson, vice president of ROADTEK, whose GarageMax 3T Long Reach Electric Floor Jack won the Tools & Equipment category. "This recognition turned the spotlight on our products. We're now working with influencers and other companies to share our story even further." 

"Earning this level of recognition was both humbling and validating," said Kacey Havens, campaign marketing manager for Cedar Electronics, whose TrailBlazer 500 GMRS Radio took home the Packaging Design award. "The win acknowledged not just the product but our solutions-focused design approach." 

From longtime participants to first-time winners, these stories highlight the impact of the SEMA Show's New Products Showcase, which many companies are already gearing up to enter again in 2025. 

"We always put in at least two products, sometimes up to six," said Figdore. "Throughout the year, people call saying, 'I saw you at SEMA. I love your shift knobs.' That's why we keep coming back." 

Recognition starts with entry. Submit your product to the New Products Showcase at the 2025 SEMA Show online today! The first product entry is always free for exhibitors. Find more information on submitting a product, packaging or merchandising display here and complete an application for a new or featured product here. 

By SEMA News Editors

SEMA and PRI have been following the devastating situation unfolding in Central Texas and would like to express our heartfelt concern for everyone affected. SEMA and PRI, along with several other industry companies, contribute to the Automotive Aftermarket Charitable Foundation (AACF), an organization that has supported individuals and families in the aftermarket community facing financial hardship due to unexpected adversity since 1959. These include: 

• Floods, earthquakes, storms and fires. 
• Catastrophic medical conditions. 
• Life-changing accidents. 
• Devastating fatalities. 

Applicant Criteria: To be considered, applicants must have been employed for three (3) continuous years in the automotive aftermarket industry or one (1) year with one single-employer and have no other means of support. 

Visit the Natural Disaster Application link here.

If you or someone you know needs assistance, contact AACF directly at 772-286-5500 or info@aacfi.org, or visit aftermarketfoundation.org for more information.

By Ashley Reyes

The SEMA Truck & Off-Road Alliance (TORA) has named Warrior Winches as the council's newest member spotlight company. Get to know their story in the SEMA News interview with Jeff Bimson, Warrior Winches' CEO, below. 

SEMA News: Tell us the story of Warrior Winches. How did the company start?  

Jeff Bimson: I founded Warrior Winches in 2004 to address the need for high-quality winches at competitive prices in the UK, European and North American markets. Our breakthrough moment came when we were recognized as a valued supplier to the British Military, which we consider the highest endorsement. We pride ourselves on being large enough to handle substantial accounts while remaining small enough to provide personalized service to each customer. 

SN: What's going on these days? What projects are you most excited about?   

JB: Currently, Warrior Winches is working on several exciting projects. We've recruited proven industry professionals in the truck and off-road sector, which has significantly strengthened our team. We're also introducing several new products, including some customer-specific designs tailored to meet unique needs. We're particularly looking forward to showcasing the entire Warrior range at SEMA 2025, where we will highlight our latest innovations and connect with industry leaders. 

SN: What's the best piece of advice you have for professionals getting started in the aftermarket?   

JB: The best advice that I have would be: achieving long-term stability in the aftermarket industry is built on consistent values—trust, loyalty and respect—towards your employees, partners and customers. Ensuring that these values are at the core of your business relationships is crucial. Additionally, a quality product is the foundation of all strategy. It is what distinguishes the best companies from the rest and drives sustained success. 

Fill out a TORA-member spotlight form to highlight how you or your company are contributing to the truck and off-road specialty-equipment industry. Selected candidates are eligible to be featured on TORA's social media, SEMA News and future TORA member updates.  

By Ashley Reyes

Nominations for SEMA's Council & Network Awards are now open at sema.org/cn-awards. These awards will be presented at the 2025 SEMA Show, November 4-7, in Las Vegas, and honor leading companies and individuals who have made significant contributions to their industry segments and communities during the past year.  

Among the nine SEMA councils and network communities are passionate industry professionals and businesses that are paving the way for the advancement of their particular market segments. Through their leadership, forward-thinking innovations, and commitment to growth, they bring awareness and stature to the markets they represent while driving progress for future generations.    

If you know a council or network member who deserves to be honored and celebrated for their accomplishments, SEMA wants to hear from you! Award nominations are open in the following categories.  

• 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.  

The deadline for submitting nominations is Monday, September 1, and nominees must be current members of the council or network in which they are being nominated to qualify. Learn more at sema.org/cn-awards.

Online registration for qualified professional attendees is $75 per person through Friday, September 26. Starting September 27, registration online or 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. 

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 Ashley Reyes

The SEMA Professional Restylers Organization (PRO) is helping automotive restylers gain recognition for their talents, build connections with industry leaders and elevate their brand through its signature PRO Cup Challenge at the 2025 SEMA Show, November 4-7, Las Vegas. 

Applications are open now and run through Friday, July 15 at sema.org/pro-cup-challenge.  

How Does the PRO Cup Challenge Work?  

The PRO Cup Challenge invites automotive restylers to showcase their skills by designing an accessory package for a new model vehicle that appeals to a broad audience. As part of the competition, six companies will be selected to display their vehicle in the PRO booth located in the Las Vegas Convention Center West Hall. The goal is to show restylers, dealers and accessory manufacturers the benefit of designing marketable packages rather than one-off vehicles. To qualify for the competition, the vehicle must have maximum labor hours of 40 hours per package installed and have a wholesale cost of no more than $12,500 to the dealer.  

The PRO Cup Challenge winner is selected by a panel of judges based on the vehicle's marketability, ease of reproduction, creativity and profitability. SEMA Showgoers will vote for their favorite accessory package and recognize it as the People's Choice Award winner.  

Why is the PRO Cup Challenge Important?   

New-vehicle owners want their cars to reflect their personality and lifestyle. The PRO Cup Challenge gives restylers an opportunity to meet this demand and highlight how custom options can help dealerships attract new customers and drive repeat business. For manufacturers that partner with PRO Cup Challenge participants to include their parts on the vehicles, the challenge serves as a platform to demonstrate how their products can be used to create stunning, marketable vehicle customizations.  

Leading By Example  

Classic Soft Trim Pittsburgh, an automotive restyling shop in Pittsburgh, Pennsylvania, won the 2024 SEMA PRO Cup Challenge for its customized '24 Toyota Rav 4 XLE Hybrid. Themed “Northern Lights”, Classic Soft Trim Pittsburgh’s build sheet featured:   

• Alea Leather, Interior-Northern Lights  
• Alea, Carbon Fiber Heating Pads  
• Ironman 4x4, Uber Lite Rooftop Tent  
• Ironman 4x4, 2-in. ATS Suspension Lift Kit  
• Ironman 4x4, Front Bumper Guard  
• Ironman 4x4, 7-in. Scope Driving Lights  
• Ironman 4x4, 7-in. Scope Driving Light Covers (Amber)  
• Mickey Thompson, Baha Boss A/T Tires (4)  
• Enkei, Overland Wheels (4)  
• SeatbeltPlanet, REWEB Seatbelts – Lime Green  
• Trim Illusion, Mirror and Door Handle Caps  
• XK Glow, LED Undercar Lights  
• VOXX, 10-in. Smart TV Seatback System  
• Llumar, Driver and Passenger Front Window Tint  
• TSS Roof and Accents, Wrap & Badges  

Applications Now Open 

Applications for the 2025 SEMA PRO Cup Challenge until Friday, July 25. If selected, competitors must complete and submit a build sheet with the basic concept of their package by September 5. Apply here today. 

To view the build sheets of the 2024 SEMA PRO Cup Challenge competitors, visit this link.  

To learn more about the PRO Cup Challenge, visit www.semapcc.com.  

PRO is looking for member manufacturers to donate parts or offer parts at a discounted price to PRO Cup Challenge applicants. This is a great opportunity to showcase your products on the vehicles that are selected for the competition. Sign up here.  

Online registration for qualified professional attendees is $75 per person through Friday, September 26. Starting September 27, registration online or 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. 

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

To help exhibitors connect with media at the 2025 SEMA Show, November 4-7 in Las Vegas, exhibitors are invited to complete a brief Exhibitor Information Form, which will be shared with registered journalists and media outlets covering the Show.  

Whether you're launching a groundbreaking product, showcasing an innovative service or revealing a custom vehicle build, this is your chance to inform media of your plans for this year's Show. By submitting your information, you increase your chances of being included in media coverage before, during and after the event--and may even be contacted for interviews or feature stories. 

Why Submit the Form? 

• Boost Visibility: Share what's new, exciting and happening in your booth. 
• Facilitate Coverage: Help media identify relevant stories, industry trends and schedule interviews. 
• Maximize ROI: Leverage your presence at the Show with increased press attention. 
• Get Noticed Early: Submitting early gives you the best opportunity to be featured. 
• Inclusion in SEMA Publications: Your news could also be used by SEMA publications. 

Available to SEMA Show exhibitors only, the form is quick to complete and tailored to highlight key details that media look for when building their SEMA Show coverage plans. 

Submit the Exhibitor Information Form here. 

Online registration for qualified professional attendees is $75 per person through Friday, September 26. Starting September 27, registration online or 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. 

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 SEMA News Editors

Know a student or working tech who deserves recognition? The TechForce Foundation and the SEMA Show, official host of the 2025 Techs Rock Awards, are joining forces to spotlight the technicians who are powering our world forward. These awards celebrate the skill, passion and impact of students and professionals in technical careers.  

Nominations for the 2025 Techs Rock Awards are open online here. Two grand prize winners will receive a trip to Las Vegas, gain exclusive access to the 2025 SEMA Show floor, and be celebrated as the winner of the renowned Techs Rock Award.  

Categories include automotive, diesel, collision, welding, restoration, HVAC and more. Anyone can submit a nomination.  

Nominations close on Monday, August 11 at TechForce.org/TechsRock.

Online registration for qualified professional attendees is $75 per person through Friday, September 26. Starting September 27, registration online or 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. 

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 SEMA News Editors

SEMA+, the new membership for anyone who has a passion for cars, trucks, off-roading, racing, wrenching or just being a part of the scene, is the best way to stay connected with the car community, whether it's taking advantage of your exclusive benefits, gaining access to some of the aftermarket's premier events or even sharing your ride with the many other likeminded SEMA+ members around the country.

Now on Instagram, Facebook and TikTok, SEMA+ is offering a new way for you to show off your own unique vehicle--whether it's an off-road rig, hot rod or anything in between--and connect with our awesome community of passionate gearheads.

Want to get featured? Join SEMA+, then visit the SEMA+ portal to send us your "Ride in the Wild" cruising the streets, conquering mountain trails, burning down the drag strip or flying across sand dunes, for the chance to be featured on the SEMA+ social channels.

Already a member? 

👉 Login to submit your "Ride in the Wild."

Not yet a member?

Join for just $40/year ($3.33/month) and get:

✔ Discounts on events, parts and brands.
✔ Access to members-only perks.
✔ Membership to SEMA's first-ever car and truck club.

Don't miss out on more opportunities to connect with this passionate community. Whether you work on cars and trucks or just love them, SEMA+ is for you. 

Join now ➡️ sema.org/plus

By SEMA News Editors

The SEMA Show, November 4-7, 2025, in Las Vegas, continues to raise the bar for global industry engagement with the debut of the International Pavilion, a new feature for 2025 designed to connect worldwide automotive brands with the industry's top buyers, media, and influencers.

For the first time since 2019, SEMA is expanding back into the Westgate Las Vegas Resort & Casino. The venue will be reimagined as a dynamic hub for international discovery and business opportunity--one that supports SEMA's growing global presence and provides a launchpad for innovative brands.

Inside the International Pavilion: A Must-Attend Show Feature

Located in a high-traffic area of the Westgate, the International Pavilion invites attendees to meet face-to-face with manufacturers, distributors, and sourcing contacts from around the world. It's also a rare chance to explore products not yet widely available in the U.S. market—ranging from performance parts and accessories to specialized tools and emerging technologies and beyond.

More than just exhibit space, the Pavilion will host some of SEMA Week's most anticipated gatherings, including the SEMA Kickoff Breakfast, the NHRA Breakfast and select VIP networking events. Exhibitors in this space benefit from premium visibility and the chance to engage with decision-makers during these high-profile moments.

Whether you're seeking new suppliers, scouting untapped innovations, or aiming to expand your international footprint, the International Pavilion delivers a unique opportunity to experience the global aftermarket—all in one place, at the 2025 SEMA Show.

Online registration for qualified professional attendees is $75 per person through Friday, September 26. On September 27, registration will be $100, available online or 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.