By SEMA News Editors

In partnership with Honda Motors, the SEMA Garage has announced a measuring session for the all-new '24 Honda Ridgeline.

SEMA members will have the opportunity to test-fit prototypes, 3D scan, measure and have a close-up experience ahead of the vehicle's public release. Take advantage of this exclusive event, scheduled for March 26-27, at the SEMA Garage in Diamond Bar, California.

'24 Honda Ridgeline Measuring Session
March 26-27, 2024
SEMA Garage Diamond Bar, CA
1577 Valley Vista Dr.
Diamond Bar, CA 91765
View on Google Maps.
Click here to RSVP!

Spots are limited for this exclusive event; sign up today! For more information, visit the Click here to RSVP!  or contact measuringsessions@sema.org.

By SEMA News Editors

The road to the 2024 SEMA Show, November 5-8 in Las Vegas, begins with the annual booth priority selection process. This is when exhibitors choose a Show floor location based on their seniority in a process that literally builds the SEMA Show section by section, booth by booth.

"It is like the order of a pro sports draft; we rank each exhibitor by seniority, determined by how many SEMA Shows an exhibitor has participated in and by Show section," said Andy Tompkins, SEMA trade show director. "To do this, we call every single exhibitor from brands that are just starting out all the way to established companies that have been part of the Show for years."

Every approved exhibitor who submits their exhibit space rental application (ESRA) and deposit prior to the Friday, March 29 deadline has the opportunity to select their booth space. During the exhibitor's time to pick, a SEMA Show account representative will call the primary contact and help locate and assign the exhibit space that best suits the company's needs.

"This is a fair and straightforward way for companies to select their best possible location, which is part of SEMA's commitment to providing the best Show experience possible," Tompkins said. "We even have tiebreakers built into the system for companies that may have the same seniority. These processes keep the SEMA Show exciting and new each year."

One of the most important aspects of a successful Show is pre-Show marketing and promotion. The priority selection process allows exhibitors to understand their Show floor location and how large their exhibit will be so they can begin to promote their booth, plus envision their display design, product presentation and staffing at the Show.

There is still time to get involved in the booth space priority selection process; submit your ESRA application by Friday, March 29. The SEMA Show team will begin the booth plotting process from April 29 through May 15 (more exhibitor resources here).

Attendee and media registration opens on Monday, April 29. And, hotel reservations for the 2024 SEMA Show are open online here. 

Keep an eye on SEMA News and semashow.com for the latest deadlines, updates and opportunities for the 2024 SEMA Show.

By Ashley Reyes

The first step to achieving your goals is knowing your purpose and your "why." Once your purpose and "why" are defined, you will be able to prioritize your life to accomplish your goals, get through obstacles and live a happier life.

SEMA members are invited to attend the SEMA Businesswomen's Network (SBN) webinar "Going Beyond Potential" on April 16, 2024, at 12:00 p.m. PDT, to learn how to turn their thoughts and goals into actionable plans. Moderated by educator, author and wellness specialist Jenna Sage, and featuring speaker Jackie Martin, chief purpose and inclusion officer at FOX Factory, the session will teach attendees strategies for seeking support and creating a roadmap for success.

Martin is a certified life and executive coach who has implemented multiple workshops focused on knowing your purpose. Her expertise in individual development planning and peer accountability measures will inspire attendees to overcome their unique challenges and go beyond their potential. Register today!

By SEMA News Editors

Yokohama Rubber Co. (YRC) has announced its intent to build a new consumer/light-truck tire plant at the Alianza Industrial Park in Saltillo, Coahuila, Mexico, after the YRC board has approved the plan. 

"This is a clear signal that Yokohama is committed to the North American market," said Jeff Barna, president and CEO of Yokohama Tire Corporation (YTC). "The increased production capabilities will supplement existing global capacity for tires destined for our region," Barna said. 

The modern plant, with an initial capital investment of $380 million, will be built on a 150-acre site. Construction is expected to begin in the second quarter of 2024 and the facility is set to begin production in early 2027 with a planned annual output of 5 million tires.

For more information, visit yokohamatire.com and yokohamatruck.com.

Got company news? Releasing a new product? Contact editors@sema.org.

By SEMA News Editors

Holley Performance Brands Previews 2024 Event Season

Holley Performance Brands has revealed its full schedule of experiential marketing events for 2024.

Launching in April, Holley's event season will showcase its various aftermarket verticals, the company said, including domestic musclecars, late-model truck and off-road, Euro and imports, and safety and racing.

This year's lineup features the return of flagship Holley events, including multiple Holley LS Fests, Holley Ford Festival and MoParty. Additionally, Holley is expanding its consumer engagement program to reach an even broader set of automotive enthusiasts through participation in more than 20 third-party events.

In addition to its flagship events, Holley experiences will be featured at events and trade shows throughout 2024, including a return to the SEMA Show, November 5-8, in Las Vegas, and the PRI Show in Indianapolis, December 12-14.

For more information, visit holley.com.

ASCS Names Series, Competition Directors

The American Sprint Car Series (ASCS), the Concord, North Carolina-based series, has hired Lonnie Wheatley as its new series director and Cody Cordell as competition director and leader of the ASCS Sooner region.

Wheatley has been involved in the Tulsa Shootout and Chili Bowl Nationals for more than 20 years, assisting with media needs, developing the formats, covering the passing points, and managing the efficiency of the shows.

Cordell spent the last four years as crew chief and team leader for sprint car driver Noah Gass and previously served as race director for POWRi, the midget and sprint car sanctioning body.

For more information, visit ascsracing.com.

Toyota Gazoo Racing North America Launches GR Cup eSports League

Toyota Gazoo Racing North America (TGRNA) is partnering with SRO Motorsports Group America and iRacing to launch the Toyota Gazoo Racing GR Cup eSports League.

Managed and operated by the SRO Motorsports Group America, the GR Cup eSports League will be the official sim racing league of TGRNA. Forty sim racers will have the opportunity to compete virtually at the same race tracks the GR Cup will visit this season to win a share of more than $10,000 in purse and prizes by qualifying for and competing in the league.

Each race will be 60 minutes and broadcast live on the GT World YouTube channel and SRO Motorsports Twitch.

For more information, visit grcupseries.com/esports.

Got racing industry news? Releasing a new product? Contact editors@performanceracing.com.

By Ashley Reyes

The automotive aftermarket is in a state of constant evolution, driven by new vehicle trends, consumer-spending patterns and the integration of new vehicle technologies. The new "2024 SEMA Future Trends Report," released by SEMA Market Research, is helping association members by outlining how these key areas are likely to affect the market in 2024 and beyond.

According to the report, there are more than 287 million passenger vehicles in operation on U.S. roads. More than a quarter of all registered vehicles in the United States today are crossover utility vehicles (CUVs), and by 2029, it's expected that more than 85% of new vehicles sold will be a light truck (CUV, SUV, pickup or van), of which most will be CUVs.  

Pickups, given their functionality, versatility and longevity, are commonly accessorized for off-road applications. The report finds that 62% of pickup owners buy off-road parts or take their vehicles off-road, and around 80% use their pickup for outdoor recreation uses.

"Off-road products and accessories represent a thriving segment for the specialty-equipment industry, and it only seems to be growing with more companies seeing opportunity to move into the space," said SEMA Director of Market Research Gavin Knapp. "States with off-roading opportunities like Utah, Idaho, Montana, Colorado and areas such as the Pacific Northwest are also the most popular for overlanding, which refers to a combination of remote travel, off-roading and camping."

In addition to pickups, the industry continues to see significant opportunity for both the musclecar and tuner markets. Fresh models, such as the Nissan Z and Toyota GR Supra, offer exciting new platforms for accessorization and modification.

Younger owners of classic cars are typically more willing to swap in modern comfort and performance parts rather than trying to keep everything stock, with a restomod sentiment (a type of vehicle restoration that combines a vintage car's classic design with modern technology and components). In 2022, the classics market accounted for approximately $1.81 billion in retail part sales. 

SEMA members can download the full "2024 SEMA Future Trends Report," which includes additional chapters on the industry's overall outlook, an economic forecast and state of electric vehicles (EVs) and advanced driver assistance systems (ADAS), for free at http://www.sema.org/research.

After downloading the report, register for the webinar "SEMA Future Trends: Outlook for 2024 and Beyond" on April 10, 2024, where the Market Research team will share and explain key findings from the report. Register for the webinar here.

By SEMA News Editors

SEMA News sources recently got an early look at the interior of the '25 Ford Expedition ahead of its expected debut.

According to the exclusive interior shots, the cockpit redesign will feature a sprawling screen spanning the dashboard, along with an additional screen nestled in the center stack between the HVAC vents, reminiscent of the setup in the '24 Lincoln Nautilus.

The revamped Expedition will retain the familiar rotary shift knob, now positioned on a ledge below the center stack screen, accompanied by an adjacent volume knob. Completing the ensemble of changes is a redesigned steering wheel, which has yet to be revealed. As for the exterior, insiders anticipate revisions to the front and rear fascias but no major overhauls for this full-size SUV.

Additionally, an all-electric Expedition is slated for release later in the decade, set to be a distinct model from the gasoline-powered version, according to sources. Both iterations are expected to coexist until the eventual retirement of the gasoline-powered model.

As for the official debut of the '25 Ford Expedition, specifics remain unclear, but insiders are anticipating an unveiling in the coming weeks or months.

By the SEMA Washington, D.C., office

Mark your calendars because the SEMA California Rally is back! On June 5, 2024, SEMA-member companies across the Golden State are invited to join us in Sacramento for a day of advocacy and innovation. 

This isn't just another event--it's your chance to make a real difference for the automotive aftermarket industry. From supporting cutting-edge vehicle technologies to advocating for crucial manufacturing incentives, the SEMA California Rally is where our voices turn into action.  

The rally is open to all SEMA-member companies based in California, and registration is officially live. Click here to secure your spot and for additional event details, including lodging information. 

By attending the SEMA California Rally, you're becoming a part of a movement dedicated to the growth and innovation of our industry. 

Don't let this opportunity pass you by; join us in Sacramento on June 5, and let's drive change together.  

For more information, contact Christian Robinson at christianr@sema.org.  

By Ashley Reyes

The SEMA Professional Restylers Organization (PRO) is hosting an online General Membership Meeting on Friday, March 22, 2024, at 9:00 a.m. PDT/12:00 p.m. EDT.

Automotive restylers and accessory professionals are invited to attend the event to receive new and exciting updates from the council's leadership. Attendees will discover resources for helping automotive restylers succeed in the marketplace and learn how to get more involved with PRO through volunteering.

A Q&A with the PRO select committee will follow the meeting, offering members an opportunity to provide feedback and ask questions. All current and prospective members are encouraged to attend, as it's a great way to connect with a powerful group of business leaders dedicated to enhancing the automotive restyling market.

Register here.

By Ashley Reyes

The SEMA Future Leaders Network (FLN) named Kyle Mayers, co-founder and CEO of WheelPrice, as the network's newest spotlight member. 

Get to know Mayers in his interview with SEMA News below. 

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

Kyle Mayers: Speak your mind, even if your voice shakes. 

SN: What keeps you in the industry? 

KM: Helping to shape and improve it for future automotive enthusiasts.   

SN: Where can you be found on a Saturday?  

KM: I can be found washing and detailing my cars. 

SN: How do you prepare for an important meeting?  

KM: I conduct as much research on the people and organizations I plan to meet with. 

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

KM: McKeel Hagerty of Hagerty Insurance. He's bringing innovation to an otherwise non-sexy industry (automotive insurance) through creating a lifestyle brand and marketplaces [as] the core business. 

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