By Ashley Reyes

Attracting and retaining skilled talent is one of the biggest challenges facing the automotive aftermarket industry today. To address this issue and help businesses navigate today's labor market, the SEMA Wheel, Tire, Suspension & Brake Council (WTSBC) will host a virtual Coffee & Conversation on Thursday, February 5, 2026, at 9:00 a.m. PT/12:00 p.m. ET.

WTSBC Coffee and Conversations are virtual discussions where members gather to share insights and network about topics impacting the aftermarket industry. This session will focus on improving recruitment and retention efforts and feature experts Michael Cioffi, founder of Tire Talent, and Caitlyn Rzasa, human resources manager at HP Tuners.

Through this peer-driven event, attendees will openly discuss and gain perspectives on current labor statistics, workforce trends, generational dynamics and strategies for retention and recruitment, with best practices applicable to manufacturing, office and remote environments.

Whether your company is focused on retaining its current talent, is actively hiring or you simply want to share your own experiences, this event is your opportunity to exchange ideas and learn from SEMA members of various professions.

RSVP now.

By SEMA News Editors

GM Moves Into New Detroit HQ

General Motors (GM) has officially moved into its new global headquarters at Hudson's Detroit, sharing the following announcement:

Detroit is the beating heart of General Motors. It's been that way since GM's original Detroit home on Woodward Avenue opened in 1911. Today, we are returning to Woodward Avenue and launching a bold new era for the company.

"Our new global headquarters at Hudson's Detroit is more than an office building. It's a symbol of our relentless drive forward. Inspired by more than a century of automotive innovation and motivated by the undefeated spirit of the resurgent city of Detroit, this cutting-edge space was crafted to inspire, empower, and propel us into an extraordinary automotive future.

"Crafted by the visionary minds at GM Design, our new global headquarters embodies the signature flair and forward-thinking that have always defined General Motors...

As the state's largest automotive employer, our success strengthens Michigan, Detroit, and the entire nation. GM alone drives about 4% of Michigan's entire GDP, directly contributing more than $29 billion in 2024. In just the last decade, we've invested $17.3 billion in our home state. GM's presence in Michigan includes:

• 38 facilities, including five assembly plants
• 210 dealers
• 1,000 Tier-1 supplier locations

Our move to Hudson's Detroit is a declaration of our commitment to keeping America's automotive excellence rooted right here. We're keeping Michigan at the forefront of global innovation, transforming our facilities with the aim of leading in every facet of this industry, from advanced manufacturing and pioneering software to the thrill of America's sports car and the promise of next-generation autonomous technology.

We are proud to be at the forefront of Detroit's remarkable resurgence. We're leading with bold investments, innovative partnerships and cutting-edge vehicles. At Hudson's Detroit, we're ready to create the future of transportation as only the Motor City can.

For more information, visit gm.com.

AACF Invites Nominations for the Humanitarian Award Sponsored by NEXUS North America

The Automotive Aftermarket Charitable Foundation (AACF), a 501(c)(3) organization supporting individuals and families in the aftermarket during times of great hardship, announced that applications for the AACF Humanitarian Award are now open. Submissions will be accepted through March 1, 2026.

AACF invites the aftermarket industry to celebrate individuals, groups, companies and associations whose generosity and compassion leave a lasting impact. Across the aftermarket, many quietly lift others up, give selflessly and lead with heart.

Now in its second year, the AACF Humanitarian Award, generously sponsored by NEXUS North America, the American regional structure of NEXUS Automotive International, was created to honor individuals, companies, associations or groups throughout the aftermarket who demonstrate extraordinary dedication to humanitarian service. Nominees exemplify kindness, leadership and a commitment to improving the lives of others, whether through local outreach, national initiatives or global community support.

"The AACF Humanitarian Award represents the very best of who we are as an industry," said Jon Owens, president of the AACF board. "It recognizes those who lead with empathy, step up when others are in need and create meaningful change. We are proud to honor and thank those whose actions remind us that caring for one another is at the heart of our aftermarket community."

AACF expressed its sincere appreciation to NEXUS Automotive International and NEXUS North America for their continued partnership and support of this meaningful award.

This year, the AACF Humanitarian Award recipient will be announced live on stage at the MEMA Vision Conference on April 15, offering a national platform to highlight their extraordinary contributions to the industry and the communities they serve.

Individuals and organizations across the aftermarket are encouraged to submit nominations for those who embody compassion, service, and a commitment to bettering the lives of others.

"NEXUS Automotive International and NEXUS North America are deeply committed to this initiative. Since the company's founding 11 years ago, human capital has been our cornerstone. This award reflects our firm conviction that the automotive aftermarket thrives thanks to the dedication of its women and men—all of whom deserve our unwavering support," said Thierry Mugnier, NEXUS founding partner and chief financial and innovation officer.

Nomination deadline: March 1, 2026

How to submit a nomination: aftermarketcharity.org/humanitarianhero

Yokohama Tire Renews Partnership With California State Parks Foundation

Yokohama Tire announced it has extended its partnership with California State Parks Foundation for the third consecutive year.

"Yokohama is once again excited to work with California State Parks Foundation and help them protect and preserve the California state park system for everyone to enjoy," said Alan Holtschneider, Yokohama's director of marketing.

Holtschneider said Yokohama will continue aiding California State Parks Foundation through employee volunteer work and a special community outreach program in which it will donate a portion of proceeds from its latest outdoors-inspired GEOLANDAR merchandise collection.

Yokohama employees recently volunteered at Chino Hills State Park, where they helped clear approximately eight cubic yards of brush, plant 24 native plants, and install four new interpretive signs, creating sustainable habitat for wildlife and ensuring an engaging experience for park visitors.

"Thank you Yokohama Tire for your participation in the volunteer workday at Chino Hills State Park," said Mika Perron, California State Parks' corporate volunteer coordinator. "On behalf of California State Park staff and the California State Parks Foundation team, we can't say thank you enough for helping us protect and preserve our local parks. We truly appreciate your time, energy and enthusiasm."

Over the years, Yokohama has supported California State Parks Foundation at several sites, including Point Dume State Beach, Malibu Lagoon State Beach and Will Rogers State Historic Park, as well as three projects in San Diego: Silver Strand State Beach, Palomar Mountain State Park and Old Town San Diego State Historic Park.

"California state parks protect some of the nation's most extraordinary natural and cultural treasures—from beaches and redwoods to deserts, wildlife, wildflowers and historic sites," said Samantha Joseph, director of development at California State Parks Foundation. "We are deeply grateful for Yokohama's continued support of volunteer efforts in Malibu and San Diego state parks and their investment in our Climate Crisis Relief Fund, helping ensure our parks are resilient and prepared for future climate challenges."

California State Parks Foundation is one of Yokohama's 2026 environmental-related partnerships. Yokohama is also working with Tread Lightly! and Surfrider North Orange County on several projects to protect and maintain ecosystems from the desert to the ocean.

For more information on California State Parks Foundation, visit calparks.org. Visit yokohamatire.com/community-outreach to learn more about Yokohama's community outreach programs.

John Cena's "WHAT DRIVES YOU" Season 2 Official Trailer Released

John Cena is back, fueling his two biggest passions: cars and connecting with people. This season, singer and rapper Saweetie, WWE champion Charlotte Flair, country superstar Kane Brown, and future Baseball Hall of Famer Mookie Betts join Cena in the driver's seat.

Cena spends time with each of these successful and talented celebrities, talking about their journeys and discovering what drives them--both on the road and in their hearts.
Format: Four-episode series
Hosted by: John Cena
Celebrity guests: Saweetie, Charlotte Flair, Kane Brown, Mookie Betts
Produced by: ITV
Executive producers: John Cena, Dan Baime, David George, Shawn Witt, Sean Moran, Jay Bienstock.
 

By SEMA News Editors

While previously only available in print to SEMA business members, SEMA magazine is now available to everyone in a digital format, including the latest issue filled with valuable insights on current industry trends, profiles on aftermarket figures and much more.

In the January Show Issue, readers will get a full recap of the most recent SEMA Show with a detailed look at everything from emerging trends to award winners. Highlighting how the Show delivered a global stage for the industry to share its latest innovations and build momentum, this edition of SEMA magazine offers coverage of key themes and trends observed at the SEMA Show, recognition of award winners, a look at top new products debuted at the event, practical takeaways from SEMA Education sessions and more.

As a reminder, SEMA magazine is now available to everyone--at no cost--online by claiming your complimentary subscription. Haven’t claimed yours yet? Here’s how:

• Claim your coupon voucher HERE
• Fill in the mandatory fields and questions regarding your automotive interests
• Subscribe
• Download the SEMA magazine app
• Sign in to access a year's worth of valuable industry knowledge
• Start reading!

For step-by-step instructions on how to claim your free SEMA magazine subscription, click HERE.

By SEMA News Editors

SEMA has recently established a new, centralized Customer Care Team to deliver an elevated customer experience designed to make getting help easier and faster than ever with a new contact number and email.

Whether you're a member, part of the industry or just curious about SEMA, the Customer Care Team is ready to provide fast, accurate and hassle-free support.
 

How to contact the Customer Care Team:
 

Call: 240-ASK-SEMA (240-275-7362)

Email: customercare@sema.org
 

From answering your questions to connecting you with the right resources, the Customer Care Team is here to ensure you get the assistance you need, whenever you need it.

From the SEMA Washington, D.C., office

The landmark, SEMA-supported bill to preserve Americans' ability to modify their vehicles has reached an important milestone, with members of a key congressional committee considering the merits of the "ADAS Functionality & Integrity Act" (HR 6688). This bipartisan legislation would require the National Highway Traffic Safety Administration (NHTSA) to create guidelines to ensure that automotive businesses have the information needed to properly calibrate advanced driver assistance systems (ADAS) after vehicles are modified.

• The U.S. House Energy and Commerce Subcommittee on Commerce, Manufacturing and Trade hearing, titled "Examining Legislative Options to Strengthen Motor Vehicle Safety, Ensure Consumer Choice and Affordability, and Cement U.S. Automotive Leadership," represents a key step for SEMA's top federal legislative priority, where it was discussed alongside other bills that strengthen motor vehicle safety, ensure consumer choice and affordability and cement American automotive leadership.

Bill sponsor U.S. Rep. Diana Harshbarger (R-Tenn.) spoke in support of her bill, which would require NHTSA to establish ADAS guidelines to create modification ranges and tolerances for new vehicles starting in model-year '28. The bill also requires the guidelines to establish ADAS test procedures that enable aftermarket businesses to properly test and validate that the vehicle systems have been properly calibrated.

SEMA submitted a statement for the record, outlining the critical need for lawmakers to pass HR 6688.

"Millions of Americans modify and customize their vehicles to enhance their vehicles' safety, performance and comfort. Their reasons for modifying vary. For some, it's a means for doing business and earning a livelihood; for others, it's how they recreate or express themselves. Regardless of their needs and preferences, it is imperative that evidence-based calibration and testing procedures are in place to ensure that ADAS is properly functioning for the protection of people both inside and outside the vehicle," wrote SEMA President and CEO Mike Spagnola. "Those who choose to modify or customize their vehicles are no less deserving of enjoying the safety benefits of ADAS than vehicle owners who choose to keep their vehicles in their stock condition."

Background

The ADAS Functionality & Integrity Act would require NHTSA to establish ADAS guidelines to create modification ranges and tolerances for new vehicles starting in model-year '28. The bill also requires NHTSA to create guidelines that establish ADAS test procedures that aftermarket businesses can properly test and validate that the vehicle systems have been properly calibrated.

This legislation is crucial to being able to safely make common modifications, including installing bike racks, wrapping a vehicle, installing larger wheels and tires or installing a winch or aftermarket bumpers, without compromising the functionality of ADAS.

The bill is also timely, because a forthcoming federal mandate that would require new, model-year '29 vehicles to feature automatic emergency braking, bringing important safety systems to all new vehicles sold in the United States.

Image courtesy of Shutterstock | Korawat Photo Shoot 

From the SEMA Washington, D.C., office

The landmark, SEMA-supported bill to preserve Americans' ability to modify their vehicles has reached an important milestone, with members of a key congressional committee considering the merits of the "ADAS Functionality & Integrity Act" (HR 6688). This bipartisan legislation would require the National Highway Traffic Safety Administration (NHTSA) to create guidelines to ensure that automotive businesses have the information needed to properly calibrate advanced driver assistance systems (ADAS) after vehicles are modified.

• The U.S. House Energy and Commerce Subcommittee on Commerce, Manufacturing and Trade hearing, titled "Examining Legislative Options to Strengthen Motor Vehicle Safety, Ensure Consumer Choice and Affordability, and Cement U.S. Automotive Leadership," represents a key step for SEMA's top federal legislative priority, where it was discussed alongside other bills that strengthen motor vehicle safety, ensure consumer choice and affordability and cement American automotive leadership.

Bill sponsor U.S. Rep. Diana Harshbarger (R-Tenn.) spoke in support of her bill, which would require NHTSA to establish ADAS guidelines to create modification ranges and tolerances for new vehicles starting in model-year '28. The bill also requires the guidelines to establish ADAS test procedures that enable aftermarket businesses to properly test and validate that the vehicle systems have been properly calibrated.

SEMA submitted a statement for the record, outlining the critical need for lawmakers to pass HR 6688.

"Millions of Americans modify and customize their vehicles to enhance their vehicles' safety, performance and comfort. Their reasons for modifying vary. For some, it's a means for doing business and earning a livelihood; for others, it's how they recreate or express themselves. Regardless of their needs and preferences, it is imperative that evidence-based calibration and testing procedures are in place to ensure that ADAS is properly functioning for the protection of people both inside and outside the vehicle," wrote SEMA President and CEO Mike Spagnola. "Those who choose to modify or customize their vehicles are no less deserving of enjoying the safety benefits of ADAS than vehicle owners who choose to keep their vehicles in their stock condition."

Background

The ADAS Functionality & Integrity Act would require NHTSA to establish ADAS guidelines to create modification ranges and tolerances for new vehicles starting in model-year '28. The bill also requires NHTSA to create guidelines that establish ADAS test procedures that aftermarket businesses can properly test and validate that the vehicle systems have been properly calibrated.

This legislation is crucial to being able to safely make common modifications, including installing bike racks, wrapping a vehicle, installing larger wheels and tires or installing a winch or aftermarket bumpers, without compromising the functionality of ADAS.

The bill is also timely, because a forthcoming federal mandate that would require new, model-year '29 vehicles to feature automatic emergency braking, bringing important safety systems to all new vehicles sold in the United States.

Image courtesy of Shutterstock | Korawat Photo Shoot 

From the SEMA Washington, D.C., office

The landmark, SEMA-supported bill to preserve Americans' ability to modify their vehicles has reached an important milestone, with members of a key congressional committee considering the merits of the "ADAS Functionality & Integrity Act" (HR 6688). This bipartisan legislation would require the National Highway Traffic Safety Administration (NHTSA) to create guidelines to ensure that automotive businesses have the information needed to properly calibrate advanced driver assistance systems (ADAS) after vehicles are modified.

• The U.S. House Energy and Commerce Subcommittee on Commerce, Manufacturing and Trade hearing, titled "Examining Legislative Options to Strengthen Motor Vehicle Safety, Ensure Consumer Choice and Affordability, and Cement U.S. Automotive Leadership," represents a key step for SEMA's top federal legislative priority, where it was discussed alongside other bills that strengthen motor vehicle safety, ensure consumer choice and affordability and cement American automotive leadership.

Bill sponsor U.S. Rep. Diana Harshbarger (R-Tenn.) spoke in support of her bill, which would require NHTSA to establish ADAS guidelines to create modification ranges and tolerances for new vehicles starting in model-year '28. The bill also requires the guidelines to establish ADAS test procedures that enable aftermarket businesses to properly test and validate that the vehicle systems have been properly calibrated.

SEMA submitted a statement for the record, outlining the critical need for lawmakers to pass HR 6688.

"Millions of Americans modify and customize their vehicles to enhance their vehicles' safety, performance and comfort. Their reasons for modifying vary. For some, it's a means for doing business and earning a livelihood; for others, it's how they recreate or express themselves. Regardless of their needs and preferences, it is imperative that evidence-based calibration and testing procedures are in place to ensure that ADAS is properly functioning for the protection of people both inside and outside the vehicle," wrote SEMA President and CEO Mike Spagnola. "Those who choose to modify or customize their vehicles are no less deserving of enjoying the safety benefits of ADAS than vehicle owners who choose to keep their vehicles in their stock condition."

Background

The ADAS Functionality & Integrity Act would require NHTSA to establish ADAS guidelines to create modification ranges and tolerances for new vehicles starting in model-year '28. The bill also requires NHTSA to create guidelines that establish ADAS test procedures that aftermarket businesses can properly test and validate that the vehicle systems have been properly calibrated.

This legislation is crucial to being able to safely make common modifications, including installing bike racks, wrapping a vehicle, installing larger wheels and tires or installing a winch or aftermarket bumpers, without compromising the functionality of ADAS.

The bill is also timely, because a forthcoming federal mandate that would require new, model-year '29 vehicles to feature automatic emergency braking, bringing important safety systems to all new vehicles sold in the United States.

Image courtesy of Shutterstock | Korawat Photo Shoot 

By Ashley Reyes

Manufacturers and content creators planning to attend the 2026 SEMA MPMC Media Trade Conference are encouraged to secure their spot for the upcoming virtual session, "MPMC Lunch and Learn: Aligning Creators and Manufacturers," happening Thursday, January 15, at 10:00 a.m. PDT.

This one-hour session will deliver practical, actionable insights to help motorsports brands and creators work together more effectively ahead of the 2026 conference. Speakers Lisa Cabalqunito, director of creative services at DriveShop, and Derek Drake, CEO at DriveShop, will break down what's changing in creator partnerships across the motorsports segment and how brands can get the best return on their content investments.

Attendees will learn:

• How to balance authenticity with brand messaging
• What's new in contracts, compensation and usage terms
• Which KPIs matter most when evaluating creator campaigns

The session is designed for manufacturer marketing teams, PR professionals, brand reps and independent creators looking to build stronger, more productive collaborations in 2026.

Register here.

By SEMA News Editors

SEMA business members have a chance to help shape the organization's next year of initiatives and guide its future direction by attending the 2026 General Membership Meeting on Wednesday, January 28, during the MPMC Media Trade Conference in Anaheim, California. This can't-miss event is membership's best opportunity to share feedback with SEMA that will help inform its plans for 2026; register for the 2026 General Membership Meeting here.

Open to all SEMA business members, the General Membership Meeting is scheduled for Wednesday, January 28, at 5:15 p.m. PST in the Media Trade Conference Ballroom at the Embassy Suites by Hilton Anaheim South in Anaheim, California.

The annual meeting provides members with an opportunity to receive updates on association initiatives, learn about priorities for the coming year, connect with fellow industry professionals and share feedback that helps guide SEMA's future direction. Not yet a SEMA business member? Those interested may join SEMA membership prior to the event. More information on how to join is below.

The General Membership Meeting will be held in conjunction with the MPMC Media Trade Conference, scheduled for January 27–29, 2026, in Anaheim. Attendance to the conference is not required to participate in the membership meeting.

About SEMA Business Membership 

SEMA supports its 7,000-plus business members with a wide range of tools and resources designed to help companies succeed in the automotive aftermarket. Whether you are a manufacturer, retailer, jobber, distributor, rep or installer, SEMA provides members with opportunities to make more informed business decisions, strengthen marketing efforts, reduce costs through group purchasing, and connect with key industry businesses and leaders. For more information and to join SEMA business membership, visit sema.org/membership-business. Questions? Contact AJ Carney, senior director, membership, at ajc@sema.org.

By Ashley Reyes

Time is running out to apply for the SEMA Annual Contribution Program, which helps fund initiatives that support and grow the automotive aftermarket industry. The final deadline to submit is Friday, January 16. 

Apply today. 

Each year, SEMA receives requests from a variety of organizations seeking contributions to support their activities. Through the Annual Contribution Program, applicants can raise awareness of their mission, highlight key projects or issues and strengthen their relationship with SEMA and the broader aftermarket community. 

SEMA will allocate funds for the 2026 cycle following a review of all applications. Applications are due by Friday, January 16, 2026, at this link.