From the SEMA Washington, D.C., office

Senator Shannon Grove and Robert Tabaldo of the United Motor Vehicle Coalition of California at the 2025 SEMA California Rally in Sacramento.

California's legislation has the potential to significantly impact national automotive policy, making SEMA's advocacy in the state essential for the industry's future. That's why SEMA convened advocates from across California's automotive aftermarket on June 11, 2025, for the annual SEMA California Rally in Sacramento, where business leaders and content creators addressed lawmakers on the key issues affecting the industry. Advocates discussed Leno's Law, Proposition 65, emissions compliance and tax credits for manufacturing and R&D equipment, all of which are critical problems that SEMA is currently addressing. 

Joel Ayres, 2015 SEMA Hall of Fame inductee, and Senator Shannon Grove at the 2025 SEMA California Rally in Sacramento.

The event highlighted the significant economic impact of the specialty automotive aftermarket industry in California. SEMA's members in California play a significant role in the aftermarket's $40 billion annual economic contribution, which sustains nearly 150,000 jobs. 

California Senate Minority Leader Brian Jones speaks with 2025 SEMA California Rally guests during the Sacramento event.

The 2025 SEMA California Rally in Sacramento concluded with a reception attended by notable lawmakers, including Senators Bob Archuleta, Steve Choi and Brian Jones and Assemblymembers Mike Fong, Diane Dixon, Leticia Castillo, Dawn Addis and Gail Pellerin. During a luncheon, Sen. Shannon Grove, author of Leno's Law (Senate Bill 712), delivered an impassioned speech on the importance of passing the bill and the intersection of business interests and legislative initiatives affecting the automotive aftermarket. 

(Left to right) Christian Robinson, SEMA Director of State Government Affairs; Melanie White, SEMA Board Chair-Elect; and Senator Brian Jones at the 2025 SEMA California Rally in Sacramento.

The critical role of member engagement in events like the SEMA California Rally allows members to amplify the industry's collective voice and shape policies that directly impact it, driving positive change and ensuring a vibrant future for the automotive aftermarket in California. 

Todd Payne, Magnuson Superchargers and Senator Diane Dixon at the 2025 SEMA California Rally in Sacramento.

For more information, contact Victor Muñoz, SEMA's senior manager for state government affairs, at victorm@sema.org. 

(Left image) Senator Bob Archuleta and Assemblymember Leticia Castillo (right image) attended the 2025 SEMA California Rally in Sacramento.

From the SEMA Washington, D.C., office

Senator Shannon Grove and Robert Tabaldo of the United Motor Vehicle Coalition of California at the 2025 SEMA California Rally in Sacramento.

California's legislation has the potential to significantly impact national automotive policy, making SEMA's advocacy in the state essential for the industry's future. That's why SEMA convened advocates from across California's automotive aftermarket on June 11, 2025, for the annual SEMA California Rally in Sacramento, where business leaders and content creators addressed lawmakers on the key issues affecting the industry. Advocates discussed Leno's Law, Proposition 65, emissions compliance and tax credits for manufacturing and R&D equipment, all of which are critical problems that SEMA is currently addressing. 

Joel Ayres, 2015 SEMA Hall of Fame inductee, and Senator Shannon Grove at the 2025 SEMA California Rally in Sacramento.

The event highlighted the significant economic impact of the specialty automotive aftermarket industry in California. SEMA's members in California play a significant role in the aftermarket's $40 billion annual economic contribution, which sustains nearly 150,000 jobs. 

California Senate Minority Leader Brian Jones speaks with 2025 SEMA California Rally guests during the Sacramento event.

The 2025 SEMA California Rally in Sacramento concluded with a reception attended by notable lawmakers, including Senators Bob Archuleta, Steve Choi and Brian Jones and Assemblymembers Mike Fong, Diane Dixon, Leticia Castillo, Dawn Addis and Gail Pellerin. During a luncheon, Sen. Shannon Grove, author of Leno's Law (Senate Bill 712), delivered an impassioned speech on the importance of passing the bill and the intersection of business interests and legislative initiatives affecting the automotive aftermarket. 

(Left to right) Christian Robinson, SEMA Director of State Government Affairs; Melanie White, SEMA Board Chair-Elect; and Senator Brian Jones at the 2025 SEMA California Rally in Sacramento.

The critical role of member engagement in events like the SEMA California Rally allows members to amplify the industry's collective voice and shape policies that directly impact it, driving positive change and ensuring a vibrant future for the automotive aftermarket in California. 

Todd Payne, Magnuson Superchargers and Senator Diane Dixon at the 2025 SEMA California Rally in Sacramento.

For more information, contact Victor Muñoz, SEMA's senior manager for state government affairs, at victorm@sema.org. 

(Left image) Senator Bob Archuleta and Assemblymember Leticia Castillo (right image) attended the 2025 SEMA California Rally in Sacramento.

By SEMA News Editors

Marla Moore, a highly influential and beloved figure in the automotive aftermarket industry, has passed away. Throughout her distinguished career, Moore was known for her tireless work as a business leader, industry advocate and mentor to many.

As co-founder of Autofluencer, a cutting-edge partnership management platform designed specifically for enthusiast industries, Moore played an instrumental role in shaping the way brands and influencers connect in the automotive space. Prior to her work at Autofluencer, Moore served as the marketing director for Legendary Companies from 2019 to 2023 and held a similar role at Coker Tire Company, a subsidiary of Legendary Companies, from 2013 to 2019. She also made significant contributions as director of marketing and advertising at Hypertech earlier in her career.
 

Marla Moore's legacy is defined by her ceaseless passion for supporting the automotive aftermarket community. Moore is seen here at the 2015 SEMA Show.

Moore's legacy is defined by her ceaseless passion for supporting the automotive aftermarket community, which SEMA recognized through numerous awards. Moore was named SEMA Person of the Year in 2012, received the SEMA Businesswoman's Network (SBN) Woman of the Year Award in 2013, and was inducted into the SEMA Motorsports Parts Manufacturers Council (MPMC) Hall of Fame in 2018, followed by her induction into the SEMA Hall of Fame in 2019.

Naturally, Moore's leadership and mentorship reached far beyond her professional roles. She was a constant presence at SEMA events, including sharing her expertise on the SEMA Education stage at the SEMA Show (watch a sit-down with her and Myles Kovacs on the SEMA Show stage in 2019 below), and participating in the SEMA Washington, D.C., Rally, which sheds light on issues and challenges important to the industry.

Moore also left an indelible mark on the SBN, helping to lead an all-female Mustang Build in 2012 and inspiring countless individuals through her work. In addition, her contributions helped create and grow what is now known as the SEMA Emerging Trends & Technology Network (ETTN), a network designed to identify, communicate, and provide automotive aftermarket engineers, programmers, and product developers with knowledge of emerging vehicle trends and new technologies to ensure continued success.

The industry will never forget Moore's contributions and her ability to connect people with a shared passion. Her influence will continue to be felt for years to come.
 

Marla Moore, seen on the left at the Motorsports Parts Manufacturers Council (MPMC) Media Trade Conference in 2006, was a near-constant presence at various SEMA industry events. On the right, Moore accepts the SEMA Person of the Year Award in 2012.

For more on Moore's life and legacy, read this tribute article written by fellow SEMA Person of the Year Ian Lehn here.

By Ashley Reyes

On Thursday, June 26 at 10:00 a.m. PDT, the SEMA Automotive Restoration Market Organization (ARMO) will host a virtual general membership meeting and panel discussion on elevating employee training.  

By establishing strategic training programs, businesses can improve employee outlook, reduce turnover and promote higher productivity. During this session, a panel of industry veterans will discuss elements of effective training programs, and how cross-training can offer numerous benefits, including increased efficiency, improved teamwork and greater flexibility in staffing.  

Speakers include Joanna Shere, president and CEO of Steele Rubber Products and Alex Tainsh, general manager at PUI Interiors. Jeff Farina, president of American Vintage Hot Rods, will moderate the discussion. 

Discussion topics include:  

• Processes for training new employees
• The importance of ongoing training  
• How training varies from role to role  
• How to manage different experience levels  
• The importance and impact of cross-training 

The webinar is open to all SEMA members. Register here.  

By SEMA News Editors

Automotive enthusiasts can now gain access to a thriving automotive community, exclusive discounts on industry and lifestyle brands, and special perks to help them stay on the pulse of the industry by becoming a SEMA+ member at sema.org/plus.

Building on the launch of SEMA's Individual Membership in 2021, the rebranded SEMA+ membership delivers greater value to enthusiasts, consumers and the industry. Members can save money on aftermarket parts, gear and services, spotlight their ride on SEMA social media, save money on tickets to select automotive events throughout the year and stay updated on industry and advocacy news through a dedicated newsletter--bridging the gap between their automotive passion and the aftermarket community, events and brands they enjoy.  

"The reimagined SEMA+ program is more than a membership; it's a movement to unite the industry and amplify its collective voice," said AJ Carney, SEMA senior director of membership. "With exciting new brand partnerships and updated programs and experiences, we aim to strengthen our foundation and further preserve, protect and grow the automotive aftermarket industry in new and exciting ways."  

SEMA+ also offers great advantages for SEMA business members looking to reach broader consumer audiences. By becoming a benefit partner, businesses can get their brand noticed and promote their products year-round through the SEMA+ member portal.

SEMA+ x FuelFest

SEMA+ has partnered with FuelFest, the nationwide celebration of horsepower, music and family, to offer its attendees access to a SEMA+ membership for just $5 (plus tax)--a savings of $35 off the annual SEMA+ membership price! 

"Partnering with SEMA+ is an exciting opportunity to further connect our fans and attendees with new opportunities that benefit them far beyond our in-person events," said Cody Walker, founder of FuelFest. "FuelFest is all about sharing with our special family of enthusiasts, and this partnership supports our joint mission of combining excitement for the automotive world with non-stop action."   

FuelFest's next stop will be local to SEMA HQ and at the foundation of American car culture, the Pomona Fairplex in Pomona, California, on Saturday, June 28. SEMA+ members can get 10% off FuelFest tickets by claiming their event discount code within their member-only portal.

Following six years of record-setting shows in the Los Angeles area, the legendary NHRA joins this year's event, making possible non-stop, head-to-head grudge matches on the world-famous quarter-mile dragstrip, in addition to drifting and music throughout the day. FuelFest ticket buyers--for LA and the additional 2025 events--can secure their discounted SEMA+ membership by scrolling down to the "Add-Ons" section at checkout at fuelfest.com.

SEMA+: Your Ride. Your Voice. Your Community.    

Anyone can join SEMA+ for just $40 a year--or $35 a year with auto-renewal (that's less than $3 a month) at sema.org/plus. New experiences and perks will continue to be added over time. 

Contact SEMA Senior Director of Membership AJ Carney at ajc@sema.org with any questions. 

By SEMA News Editors

With the 2025 SEMA Show preparing to unite the worldwide automotive business community November 4-7 in Las Vegas, one SEMA program is helping automotive restylers gain industry-wide recognition for their talents, build connections with industry leaders and elevate their brand. 

Presented by the SEMA Professional Restylers Organization (PRO), the PRO Cup Challenge at the SEMA Show gives automotive restylers a unique chance to showcase their skills by inviting them to design 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 showcase their vehicle in the PRO booth in the Las Vegas Convention Center West Hall with the goal of showing 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. 

"From rugged off-road packages to luxury interior upgrades, the PRO Cup Challenge demonstrates how preloaded vehicle packages can be stylish and convenient without breaking the bank," said PRO Council Director Denise Waddingham. "For automotive restylers, it's not just a competition, it's an opportunity to advance the industry for the better." 

More Than a Competition  

Established in 2019, the SEMA PRO Cup Challenge has grown to be a special and sought after opportunity for restylers to push the boundaries of design, innovation and craftsmanship. 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. 

Competitors not only gain the satisfaction of creating something unique, however. A big draw of the competition is the chance to rub elbows with like-minded competitors and make valuable industry connections by attending SEMA Show PRO networking events. 

"If there's one good reason to sign up for the PRO Cup Challenge, it's to test your skills, meet new people and walk away with more than just a trophy," said Chuck Graff of Auto Sunroof and Leather, who won the 2023 PRO Cup Challenge for his accessorized '24 Subaru Crosstrek Premium.

2023 PRO Cup Challenge Winner Chuck Graff of Auto Sunroof and Leather.

Additionally, competing shops and their vehicles are featured in SEMA and PRO publications and social media during and after the SEMA Show, providing them with added exposure beyond the Show floor. 

A Win-Win-Win  

The PRO Cup Challenge takes place at the SEMA Show, but its impact on restylers, dealers and accessory manufacturers lasts far beyond the close of Show. Through the semapcc.com website, automotive restylers can view the build sheets for each vehicle and use them as inspiration for their own businesses. 

Likewise, manufacturers who partner with PRO Cup Challenge participants to include their parts on the vehicles can use the challenge to demonstrate how their products can be used to create stunning, marketable vehicle customizations. Manufacturers who would like to donate parts for the competition can sign up here. 

For dealers who collaborate with restylers to have a car in the competition, the challenge is great way to attract new customers and show their ability to meet the demand for personalized, one-of-a-kind vehicles. 

Apply Today  

Applications are due 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 and learn more about the PRO Cup Challenge at the 2025 SEMA Show here. 

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, July 22, and Wednesday, July 23, at the facility located at 14655 Jib St., Plymouth, Michigan, 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.

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

By Ashley Reyes

The SEMA Future Leaders Network (FLN) is kicking off the 2025 Street Machine Nationals in St. Paul, Minnesota, with a networking mixer for young professionals in the automotive aftermarket industry.

Taking place on Friday, July 18, from 7:15 a.m.–9:00 a.m. at QA1 Headquarters, 9574 217th Street West, Lakeville, Minnesota, the mixer will enable current and prospective members to connect in person before the start of the biggest muscle car show of the year.

During the mixer, attendees will expand their networks, enjoy complimentary breakfast snacks and learn how FLN programs can support their professional growth. The mixer will run in conjunction with the QA1 Open House featuring guided tours of the QA1 facility and its operations.

RSVP for the mixer here.

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

By SEMA News Editors

SEMA has opened nominations for its prestigious SEMA Industry Awards at sema.org/awards.  

The SEMA Industry Awards are presented to individuals and companies that have made outstanding contributions to the automotive specialty-equipment industry during the past year. The program recognizes honorees in six different categories: Channel Partner of the Year, Content Creator of the Year, Gen-III Innovator of the Year, Manufacturer of the Year, Person of the Year and Visionary 8. SEMA is accepting nominations until Friday, August 15.

"It takes hard work to grow an automotive specialty-equipment business--even more so to grow an entire industry," said SEMA Manager of Recognition Programs Jose Escobar. "Award nominees should exemplify outstanding professionalism and service that has propelled the industry forward."  

Nominations are open for: 

• Channel Partner of the Year: Honors a sales channel partner for its outstanding service to the sales, distribution, retail and/or eCommerce channel(s) of the industry. This includes maintaining proper inventories to service its respective channel and exceeding standards in providing suppliers with input and regular communication to help their products and programs succeed. 
• Content Creator of the Year: Honors a content creator for their outstanding contributions to the automotive culture and for creating a positive impact with automotive enthusiasts. 
• Gen-III Innovator of the Year: Honors a young, entrepreneurial individual, 40 years old or younger, who is creating innovative breakthroughs within the area(s) of industry opportunities, advancement, best business practices, technology and/or trends. 
• Manufacturer of the Year: Honors a manufacturing company for its outstanding industry contributions and innovations. 
• Person of the Year: Honors an individual for their outstanding contributions to SEMA and the broader automotive specialty-equipment market. 
• Visionary 8: Honors eight emerging leaders on track to drive innovation and positive change in the automotive aftermarket industry. This award showcases up-and-coming talent, honors their accomplishments and introduces them to their community.  

The 2025 SEMA Show is where automotive icons and next-gen disruptors converge to celebrate the past, present and future of the aftermarket industry. The festivities shift into gear on Tuesday, November 4, with the Kickoff Breakfast, where 15 cutting-edge New Product Awards will be unveiled alongside top honors for Channel Partner of the Year and Manufacturer of the Year.

On Thursday, November 6, the highly anticipated Visionary 8 and SEMA's Best Engineered Vehicle of the Year winner will be announced live at SEMA Central. The momentum will continue the same day at the newly reimagined industry homecoming--SEMA Industry Honors--now staged at the iconic Fontainebleau. This red-carpet-style gathering brings together the industry's biggest names to spotlight standout achievements, including Content Creator of the Year, Gen-III Innovator of the Year and the coveted Person of the Year. 

Entries for Best Engineered Vehicle of the Year--a SEMA Industry Award that recognizes exceptional quality of engineering on a vehicle build--will open in August. Learn more at sema.org/awards. 

By SEMA News Editors

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.

The SEMA Show, for the first time since 2019, 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 $50 per person through Friday, June 27. Starting June 28, the rate increases to $75, and as of 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.