From the SEMA Washington, D.C., office

SEMA is celebrating the U.S. House of Representatives introduction of the ADAS Functionality & Integrity Act (HB 6688) by Rep. Diana Harshbarger (R-Tenn.) and cosponsored by Rep. Gabe Vasquez (D-N.M.), Rep. Jay Obernolte (R-Calif.) and Rep. Norma Torres (D-Calif.).

SEMA worked closely with lawmakers from both parties to secure bipartisan support for the legislation, which ensures that aftermarket businesses have the information needed to properly calibrate advanced driver assistance systems (ADAS) after vehicles are modified. This legislation is critical 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 timely because a forthcoming federal mandate requires new, model-year '29 vehicles feature automatic emergency braking, bringing important safety systems to all new vehicles sold in the U.S.

The ADAS Functionality & Integrity Act would require the National Highway Traffic Safety Administration (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.

• "SEMA thanks Rep. Harshbarger for her leadership and Reps. Vasquez, Obernolte and Torres for their strong support for ensuring vehicles with ADAS can be modified without compromising the integrity of these important safety systems. The introduction of the ADAS Functionality & Integrity Act is a landmark moment for anyone who owns, repairs, or modifies a vehicle," said Jim Moore, SEMA vice president of OEM and product development. "Americans deserve confidence that those critical systems will work as intended for the entire life of their vehicle, even after repairs or customization. Currently, the industry lacks clear standards governing ADAS calibration, and aftermarket businesses and vehicle owners need access to the necessary calibration information and procedures needed to keep modern safety features functioning. This bill marks a critical step forward in the name of vehicle safety and is a major step forward in protecting the American people's right to modify the vehicles they own."

BACKGROUND

• SEMA's research indicates that more than 50 million cars and trucks in the United States are modified or accessorized each year, a number that both underscores the urgent need for ADAS standards that account for real-world vehicle modifications and the significant number of consumers who modify their vehicles.
   
• Beginning in model-year '29, all new passenger cars and light trucks must be equipped with certain ADAS technology, specifically automatic emergency braking under NHTSA's FMVSS 127 rulemaking. The ADAS Functionality & Integrity Act is critical to ensure that these advanced safety systems continue to work properly even after vehicles are repaired or modified, and pathways to compliance are clear as ADAS becomes standard on every vehicle.
   
• SEMA has invested more than $25 million in the SEMA Garage to help the aftermarket stay ahead of rapidly evolving vehicle technology. With facilities in Diamond Bar, California, and Plymouth, Michigan, the Garages provide advanced tools, OEM data and dedicated ADAS labs that support product development and groundbreaking research on how modifications affect modern safety systems.
   
• The SEMA Garage hosted more than 70 professionals from the customization, collision and repair industries for a symposium to address the most growing and pressing challenges associated with ADAS calibrations, creating a clear, industry-wide roadmap to ensure ADAS functions safely and reliably in every vehicle.
   
• SEMA has released a series of white papers examining how aftermarket modifications affect ADAS performance across popular vehicles, including the Chevrolet Silverado 1500, Ford F-150, Ford Bronco, Toyota Tacoma and the Ram 1500. The research provides clear, data-driven insight into how changes such as lift kits, wheels and suspension components influence sensor reliability. The findings help manufacturers, installers and enthusiasts understand when recalibration is needed to preserve full ADAS functionality.
   

You can read the full ADAS Functionality & Integrity Act here.

From the SEMA Washington, D.C., office

SEMA is celebrating the U.S. House of Representatives introduction of the ADAS Functionality & Integrity Act (HB 6688) by Rep. Diana Harshbarger (R-Tenn.) and cosponsored by Rep. Gabe Vasquez (D-N.M.), Rep. Jay Obernolte (R-Calif.) and Rep. Norma Torres (D-Calif.).

SEMA worked closely with lawmakers from both parties to secure bipartisan support for the legislation, which ensures that aftermarket businesses have the information needed to properly calibrate advanced driver assistance systems (ADAS) after vehicles are modified. This legislation is critical 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 timely because a forthcoming federal mandate requires new, model-year '29 vehicles feature automatic emergency braking, bringing important safety systems to all new vehicles sold in the U.S.

The ADAS Functionality & Integrity Act would require the National Highway Traffic Safety Administration (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.

• "SEMA thanks Rep. Harshbarger for her leadership and Reps. Vasquez, Obernolte and Torres for their strong support for ensuring vehicles with ADAS can be modified without compromising the integrity of these important safety systems. The introduction of the ADAS Functionality & Integrity Act is a landmark moment for anyone who owns, repairs, or modifies a vehicle," said Jim Moore, SEMA vice president of OEM and product development. "Americans deserve confidence that those critical systems will work as intended for the entire life of their vehicle, even after repairs or customization. Currently, the industry lacks clear standards governing ADAS calibration, and aftermarket businesses and vehicle owners need access to the necessary calibration information and procedures needed to keep modern safety features functioning. This bill marks a critical step forward in the name of vehicle safety and is a major step forward in protecting the American people's right to modify the vehicles they own."

BACKGROUND

• SEMA's research indicates that more than 50 million cars and trucks in the United States are modified or accessorized each year, a number that both underscores the urgent need for ADAS standards that account for real-world vehicle modifications and the significant number of consumers who modify their vehicles.
   
• Beginning in model-year '29, all new passenger cars and light trucks must be equipped with certain ADAS technology, specifically automatic emergency braking under NHTSA's FMVSS 127 rulemaking. The ADAS Functionality & Integrity Act is critical to ensure that these advanced safety systems continue to work properly even after vehicles are repaired or modified, and pathways to compliance are clear as ADAS becomes standard on every vehicle.
   
• SEMA has invested more than $25 million in the SEMA Garage to help the aftermarket stay ahead of rapidly evolving vehicle technology. With facilities in Diamond Bar, California, and Plymouth, Michigan, the Garages provide advanced tools, OEM data and dedicated ADAS labs that support product development and groundbreaking research on how modifications affect modern safety systems.
   
• The SEMA Garage hosted more than 70 professionals from the customization, collision and repair industries for a symposium to address the most growing and pressing challenges associated with ADAS calibrations, creating a clear, industry-wide roadmap to ensure ADAS functions safely and reliably in every vehicle.
   
• SEMA has released a series of white papers examining how aftermarket modifications affect ADAS performance across popular vehicles, including the Chevrolet Silverado 1500, Ford F-150, Ford Bronco, Toyota Tacoma and the Ram 1500. The research provides clear, data-driven insight into how changes such as lift kits, wheels and suspension components influence sensor reliability. The findings help manufacturers, installers and enthusiasts understand when recalibration is needed to preserve full ADAS functionality.
   

You can read the full ADAS Functionality & Integrity Act here.

By Ashley Reyes

The SEMA Motorsports Products & Media Council (MPMC) is accepting nominations for its Robert E. Petersen Media Award until Friday, January 2. Presented at the MPMC Media Trade Conference, in Anaheim, California, January 2026, the award honors a member of the media--whether in print, online or broadcast--who has made a significant contribution to the motorsports industry. 

Nominate a motorsports journalist here.  

"Journalists are pivotal to sharing the stories, excitement, and passion that exist within the racing industry," said Marcy Yanus, SEMA director of member engagement. "By nominating someone for this award, you can help make sure that our industry's storytellers are recognized for their achievements and celebrated for their work."  

Award criteria include:  

• Must be an automotive/motorsports journalist 
• Must be published in print or online 
• Must actively engage/support motorsports with positive content 
• Must support the MPMC and its mission 

If you know a motorsports journalist whose work is transforming the narrative of motorsports, now is the time to nominate them for this prestigious honor.  

Nominate here. 

By SEMA News Editors
 

Porsche Opens New State-of-the-Art Parts and Technical Training Center in Fort Worth, Texas  
 

Porsche Cars North America (PCNA) has announced the opening of its new Parts Distribution Center and Technical Training Facility in Fort Worth, Texas. Strategically located in the heart of the country, the facility is designed to enhance service efficiency, support dealer operations, and provide advanced training for Porsche technicians across the region. In addition to these operational improvements, Porsche is investing in the local workforce, employing 21 full-time staff.

At more than 300,000 square feet, the new facility--Porsche's second-largest Porsche Distribution Center globally--will serve as an important logistics hub. Supporting same-day and next-day parts distribution across Texas and the larger region, the center will help dealers optimize vehicle service times and further improve customer satisfaction. Additionally, a newly launched nationwide shuttle network will connect all of Porsche's parts distribution centers, reducing reliance on third-party carriers, minimizing damage risk and enhancing freight security, said Porsche.

"This new hub reflects Porsche's dedication to excellence in service and customer support," said Glenn Garde, vice president of after-sales at PCNA. "By investing in Fort Worth, we're not only improving logistics and training capabilities, but also strengthening our connection to our dealer network."

"The Fort Worth Parts Center is a major milestone in our logistics strategy," added Brad Skoff, president of Porsche Logistics Services. "It allows us to deliver parts faster and more efficiently, while also creating meaningful jobs and economic impact in the region."

While logistics are a key focus, the center also features a next-generation training facility offering hands-on instruction for internal combustion, hybrid and battery electric vehicles (BEVs). With three classrooms and a workshop with three lifts, the center provides technicians with immersive, practical learning experiences. Porsche expects to train approximately 800 technicians annually through the Certified Porsche Technician Program (CPT).

For more information, visit the Porsche website.

Hennessey Announces Alex Roys as President

The Hennessey Group has announced the promotion of Alex Roys to president, overseeing all operations across Hennessey® Performance, Hennessey® Special Vehicles, and Tuner School®. Roys, who joined Hennessey in 2013, assumes the role effective immediately to lead day-to-day management of all the Group's activities. Company founder and CEO John Hennessey will continue to guide overall strategy and long-term vision.

Under Roys' operational leadership, Hennessey has expanded partnerships with Ford, General Motors and Stellantis. The brand has delivered some of the most powerful and sought-after builds in the industry, including The EXORCIST® Camaro ZL1, 1,000-horsepower Cadillac Escalade-V, RAM MAMMOTH® TRX and RHO, and high-performance Ford Venom® F-150, VelociRaptor® Raptor, and Super Venom® Mustang programs, said Hennessey.
 

"Alex has proven himself as a strong, capable leader who embodies the passion and performance spirit that defines our brand," said John Hennessey, founder and CEO. "His deep understanding of our customers and his commitment to innovation make him the ideal person to drive our next chapter of growth while preserving the Texas grit that got us here."
 

Roys' appointment comes at a time of record growth for Hennessey. In 2024, the Sealy-based company built more than 570 vehicles and is on track to triple production by the end of 2026. In August, Hennessey broke ground on a $15 million expansion at its Texas headquarters, adding capacity for vehicle production, Tuner School's hands-on education programs, and future growth of Hennessey Special Vehicles.
 

"Having worked across nearly every facet of the company, from washing cars to operations, I've gained a deep understanding of what makes Hennessey tick," said Roys, new president of The Hennessey Group. "This unique perspective has allowed me to streamline processes and ensure we remain agile, even as we scale. Moving fast is at the core of who we are both on the track and with running the business and I am very committed to pushing that forward as well as keeping our desire for excitement. I am thrilled to be continuing with an already brilliant leadership team, and together we will continue pushing the boundaries of what we can achieve while maintaining the culture of excellence that has always been at the heart of Hennessey."
 

Roys, a Texas A&M graduate, joined the company when Hennessey was a tight-knit team of just 15 employees. Over the past decade, he has held multiple key positions within the company, growing alongside the brand as it has expanded into one of the world's most respected hypercar builders and performance brands. Most recently, as chief operating officer, he played an instrumental role in helping streamline processes and expedite growth, supporting Hennessey's rise from a small, passionate group to a robust organization with over 140 employees and growing.
 

Beyond his leadership experience, Roys is a recognized enthusiast. Being an avid motorsports fan and skilled driver, he has a genuine passion for performance that goes beyond the boardroom. Whether he's leading a meeting, analyzing financials, or behind the wheel testing the latest Hennessey build on the track, Roys' hands-on approach and deep understanding of the automotive world give him a unique, expert perspective on everything the company does. His knowledge and enthusiasm for all things high-performance are central to Hennessey's ethos, helping drive the brand forward with authenticity and credibility.

Cosmo Tires Secures Three U.S. Federal Patents for Cutting-Edge Design & Technology
 

Cosmo Tires has announced three newly granted U.S. Federal Patents.
 

The GripIt XT Tread Design: Born in a Sketchbook, Perfected in the Wild

Cosmo Tires has officially received a U.S. Federal Design Patent for the tread design of its acclaimed GripIt XT Extreme All-Terrain tire. This tread wasn't born in a lab--it started as a hand-drawn sketch by Cosmo Tires CEO Tony Gonzalez and evolved over two years of engineering, torture-testing and fine-tuning until the tiger was ready to roar. The result? A tread pattern featuring Geometric Isolation™ technology that crushes the noise game--delivering a 20% quieter sound signature than Tier 1 competitors, said Cosmo.
 

Innovative Treadwear Indicator: Design Protection Earned
 

Cosmo's inventive Battery-Life-Style Treadwear Indicator has also been granted U.S. Design Patent protection. This smart, intuitive feature lets consumers instantly see how much tread life remains—no guesswork, no hassle, just Kool Kat clarity. It's a simple idea executed brilliantly, giving drivers real value every single mile, said Cosmo.
 

The Kurrent: EV-Ready, 70,000 Miles Strong, and Now Officially Patented in Style
 

The Kurrent, Cosmo's 70,000-mile premium touring tire and its first EV-Ready model, has been awarded a Federal Patent for its unique sidewall art. Designed by CEO Tony Gonzalez, the sidewall features a mesmerizing blend of sunbursts and lightning arrays that wrap the entire tire — delivering curb appeal that stands out, especially to female drivers who love performance and personality in equal measure.
 

For more information, visit the Cosmo Tires website.

Story and photos by Andreas Conradt, Automedia

Spy photographers have once again caught several upcoming vehicles undergoing testing, giving an early glimpse at what's to come before they officially debut.
 

Bentley Continues Development of Urban SUV

Bentley will enter the electric era in '26 with the unveiling of its first fully electric SUV, a compact luxury model aimed primarily at wealthy urban buyers, according to sources. The British manufacturer is promoting the newcomer as "The World's First Luxury Urban SUV," and plans to begin series production in '27.

The model represents a clear shift for Bentley, a brand long associated with large saloons and grand tourers. At less than 16 ft. in length, the new SUV is noticeably smaller than the company's traditional offerings. According to Bentley, the size is intentional: the vehicle is designed for navigating dense city streets while still offering enough battery capacity for comfortable trips into the countryside.

Bentley CEO Frank-Steffen Walliser says the car will feature a battery of "impressive size" and offer charging speeds "as good as anything on the market." However, he downplays the idea of long-distance EV travel for Bentley customers. "Bentley owners don't drive 1,000 kilometers in a day," he says. "That's something for truck drivers. Bentley owners take the plane."

The SUV will use the Porsche/Audi EV platform already employed in the Porsche Macan and Audi A6 and Q6 e-tron. In its current form, the platform supports up to 630 hp and an 800-V, 95 kWh battery capable of charging from 10% to 80% in 21 minutes, with a range of around 382 miles. Walliser suggests Bentley's version may surpass these figures, noting plans to "push the boundaries of charging speed, energy density, overall design and motor efficiency."

A final name has yet to be chosen. Bentley recently registered the trademarks Mayon and Barnato, either of which could be used.

Industry observers expect the SUV to launch first in China, where demand for premium electric vehicles is growing rapidly and SUVs remain highly popular, even in major cities.

Facelift Coming for Cupra Born

The long-awaited facelift for the Cupra Born has been spotted again testing in Spain. It is rumored to be a big upgrade coming alongside the new VW ID.3 and is expected to be revealed at the beginning of '26.

Visually, the new Cupra Born will be more oriented towards current models, such as the new Formentor or the new Tavascan. It is the first upgrade for the Cupra Born.

It is not yet clear whether we will also see new technology with the new models, according to sources. The focus is primarily on a new look and a new interior with higher-quality materials and fewer touch panels.

It will also be interesting to see what happens to the Cupra Born in the future. VW is not planning a new ID.3 when the MEB platform is phased out and is focusing on the electric Golf. Is Cupra possibly cancelling the Born and launching an electric Leon alongside the electric Golf? The VW brand hinted at this step last year.

By Ashley Reyes

The PRI Show, December 11-13 in downtown Indianapolis, provides dozens of conferences, seminars, social gatherings and more events to help the industry share new ideas. Among the activities are networking opportunities and events from PRI Education, SEMA Businesswomen's Network (SBN), Future Leaders Network (FLN), Motorsports Products and Media Council (MPMC) and Truck & Off-Road Alliance (TORA).  
 

Mark your calendars for the following events and RSVP to connect with your network.  
 

Student Program Industry Networking Breakfast  

Friday, December 12, at 7:45 a.m., Sagamore Ballroom 7  

As racing college students gear up to participate in the 2025 PRI Show Student Program, PRI is seeking industry professionals and companies to connect with future leaders and help them discover the diversity of career paths available and the skill sets needed to pursue a career in the automotive aftermarket. 

There is no cost or setup associated with this event. Simply reserve a table to enjoy breakfast with amazing students and discuss career opportunities.

RSVP here. 

SBN Gear-Up Girl Lunch  

Friday, December 12, at 11:45 a.m., Room 208 

Reserved only for women, this energetic lunch serves as a networking opportunity to give back and share advice with today's female youth. Attendees will help the next generation discover career pathways, build valuable connections and gain insights that can spark a rewarding future in the motorsports industry.

RSVP here.  

Networking Reception Hosted by the Future Leaders Network (FLN), Motorsports Products & Media Council (MPMC), and Truck & Off-Road Alliance (TORA)  

Friday, December 12, at 5:00 p.m., Wabash Ballroom 1 

This relaxed, social event will bring together industry leaders and friends to network and celebrate motorsports. Connect with peers, discover resources to support your business and witness the induction of the newest MPMC Hall of Fame member over complimentary hors d'oeuvres and drinks.

RSVP here.  

Not yet registered for the PRI Show? There's still time to attend the world's largest gathering of motorsports professionals. Click here and pick up your badge on-site.  

Already signed up? Start planning all your show activities with the PRI Show Planner (best for desktop) or the PRI Show App (best for mobile). Maximize your time in Indianapolis with easy access to the floorplan, exhibitor lists, upcoming events, expert-led educational sessions, can't-miss autograph sessions and a lot more. 

By SEMA News Editors

There is still time to submit nominations for the SEMA Motorsports Products & Media Council (MPMC) Robert E. Petersen Media Award, an award that honors an automotive journalist for their impact on the motorsports industry.  

👉 Nominate here by January 2.  

Created in memory of Hot Rod magazine founder Robert E. Petersen, the award recognizes a journalist who has elevated the stature and raised awareness of the motorsports industry with positive content.  

"Journalists play a vital role in telling the stories of this great industry," said MPMC Council Director Marcy Yanus. "This award honors their contributions and ensures that their legacy and impact are never forgotten."  

The Robert E. Petersen Award recipient will be announced in January 2026 during the reception at the MPMC Media Trade Conference, an exclusive event that brings together manufacturers and media for three days of networking and collaboration, January 27-29, 2026, at the Embassy Suites by Hilton Anaheim South in Anaheim, California.

Don't miss your chance to join MPMC in celebrating the content that moves the motorsports industry forward. 

By SEMA News Editors

PRI Show Opens in Indianapolis

The 37th PRI Show officially opens today in Indianapolis, kicking off with the Grand Opening Breakfast featuring welcome remarks from Indiana Governor Mike Braun and a conversation with motorsports legend Mario Andretti. 

Taking place December 11-13 at the Indiana Convention Center and Lucas Oil Stadium, the PRI Show is the largest trade show in Indiana and the premier destination for motorsports professionals worldwide. Produced by Performance Racing Industry, the event serves as the ultimate platform for innovation, networking and business development across all forms of racing. 

Industry Support Stronger Than Ever 

The 2025 PRI Show is on track to be one of the largest in nearly two decades, with more than 1,060 exhibitors confirmed, including 161 first-time participants. This overwhelming response underscores the industry's deep commitment to PRI as the central hub for connecting, innovating, and driving business forward. 

"The PRI Show reflects the strength and passion of the motorsports industry," said PRI President Michael Good. "Every year, we bring together the people, products, and ideas that shape the future of racing. This year's event is bigger than ever, and we're proud to provide a platform where innovation and opportunity converge." 

A Major Economic Driver 

Motorsports is a major economic force in the United States, generating $69.2 billion in economic activity (and $2.75 billion in the State of Indiana), supporting 318,560 full-time jobs, and delivering $22.2 billion in wages and benefits, according to PRI's Motorsports Economic Impact Study. The PRI Show amplifies this impact by serving as the global gathering point for the industry, where business deals are made, partnerships are formed, and innovation is showcased. 

According to Visit Indy, the PRI Show contributes tens of millions of dollars in economic impact--estimated at $70 million--as thousands of attendees and exhibitors fill every corner of the Indiana Convention Center and Lucas Oil Stadium. This convergence of industry leaders and innovators reinforces PRI's role in shaping the future of motorsports through stronger relationships with sanctioning bodies, expanded educational programs, and a growing presence at race tracks nationwide. 

2025 Show Highlights 

Attendees will experience an immersive showcase of innovation and engagement, including: 

• PRI SIM Racing Arena: a dedicated space for sim racing technology and demonstrations. 
• Featured Products Showcase: highlighting the newest and most popular motorsports products. 
• Hammertown @ PRI: a new off-road racing exhibit featuring championship-winning vehicles and leading brands. 
• Machinery Row: live demonstrations of race machining equipment and technology. 
• Trailer and RV Exhibits: the latest in racing trailers and motorcoaches inside Lucas Oil Stadium. 
• PRI Hall of Fame Induction: the Class of 2025 was honored for their contributions to motorsports. 
• T.O.P.S. HQ presented by MyRacePass: a dedicated hub for track operators, promoters and sanctioning bodies featuring a full schedule of sessions focused on track operations, event promotion and industry collaboration. 

"Attendees will experience the most comprehensive showcase in motorsports, from cutting-edge products and live demonstrations to immersive activations like Hammertown and the PRI SIM Racing Arena," said PRI Show Director Karin Davidson. "This event is designed to spark connections, deliver hands-on learning, and provide insights that help businesses and race teams thrive in the year ahead." 

Several key industry organizations will also host events during the Show, including Women in Motorsports North America (WIMNA), Race Track Business Conference (RTBC), International Council of Motorsports Sciences (ICMS) and more, underscoring PRI's commitment to nurturing relationships across the motorsports ecosystem. 

Driving the Future of Motorsports 

The PRI Show continues to evolve with programs that reflect emerging trends, such as sim racing and workforce development initiatives. Through education tracks, networking events, and competitions like the Hot Rodders of Tomorrow National Championship, PRI is connecting the next generation of talent with industry leaders to ensure a strong future for motorsports. 

PRI Welcomes Three New Members into Hall of Fame

PRI welcomed three new members into its Hall of Fame during the 2025 PRI Show Grand Opening Breakfast at the Indiana Convention Center in Indianapolis. Now in its second year, the Hall of Fame recognizes individuals whose careers, leadership and innovation have made a lasting impact on motorsports. Inductees are selected by an industry committee based on their achievements, years of involvement and integrity.

The PRI Hall of Fame was introduced in 2024 to celebrate individuals whose vision and contributions have shaped the motorsports industry. The inaugural class featured Ed "Isky" Iskenderian, widely regarded as the "Camfather" for his pioneering camshaft innovations, and Steve Lewis, founder of PRI and architect of the PRI Trade Show. Their influence established a tradition of honoring leaders whose work drives progress and inspires future generations.

"The PRI Hall of Fame is about celebrating the visionaries and pioneers whose passion and dedication have shaped the motorsports industry," said PRI President Michael Good. "After launching the Hall of Fame in 2024 and honoring our inaugural inductees, we are proud to recognize this year's class whose achievements and leadership continue to inspire future generations of racers, innovators, and industry professionals."

PRI Hall of Fame Class of 2025

Paul "Scooter" Brothers

Paul "Scooter" Brothers has been immersed in motorsports and automotive performance his entire life. From his early days at Racing Head Service to leadership roles at Competition Cams and COMP Performance Group, Brothers consistently drove innovation in engine technology and performance products. As SEMA chairman of the board, he was instrumental in its acquisition of PRI in 2012, helping to strengthen the racing and performance industry. Brothers was recognized as the 2002 SEMA Person of the Year and a 2005 SEMA Hall of Fame inductee. His contributions to the Society of Automotive Engineers, NHRA, NASCAR and the broader racing industry have left a legacy of leadership, mentorship, and industry advancement. He is also a partner in Driven Racing Oil, which provides specially blended racing and high-performance motor oils.

John Kilroy

John Kilroy dedicated more than two decades to growing PRI Magazine and the PRI Show, serving as editor for 22 years before becoming vice president and general manager. Known for his deep respect for the racing industry and commitment to editorial excellence, Kilroy brought integrity, insight and passion to every facet of his work. He played a pivotal role in shaping PRI's coverage and the annual trade show experience, fostering industry growth and celebrating innovation. Kilroy passed away in 2022, leaving a legacy of dedication, professionalism and passion for motorsports that continues to inspire the PRI community.

Chris Raschke

Chris Raschke's enthusiasm, energy and commitment to motorsports were evident in every endeavor he undertook. Serving as director of sales and marketing at Automotive Racing Products (ARP), Raschke represented the brand at countless racing events, trade shows and car shows. He also pursued land speed racing at the Bonneville Salt Flats, earning the prestigious Red Hat and Black Hat for record-setting achievements, including driving the Speed Demon streamliner to 459.734 mph. Tragically, Raschke was killed in a land speed attempt in August 2025. His welcoming smile, quick wit and larger-than-life personality inspired everyone he encountered. His passion for racing, both on and off the track, left an enduring impact on the motorsports community.

The following is a guest column from the SEMA Motorsports Parts Manufacturers Council (MPMC) member updates:

By Matt Ryce, Marcosm LLC Founder

Shopify's upcoming integration with OpenAI's ChatGPT could redefine how consumers buy automotive parts online. In this article, [we break] down what this new era of conversational commerce means for the performance aftermarket, and how brands can prepare.
 

The Future of E-Commerce Is a Conversation

The next revolution in online retail isn't another platform or plugin, it's the ability to talk your way through a purchase. With Shopify and OpenAI partnering to launch ChatGPT "Instant Checkout," consumers will soon be able to discover, compare and purchase products directly within a chat window.

For the automotive aftermarket, where trust, accuracy and technical expertise drive every transaction, this shift represents an entirely new frontier.

"It's like putting your best salesperson inside every customer conversation, one that never sleeps and never guesses," said Ryce.
 

From Search Bars to Smart Conversations

Until now, online shopping required typing keywords and hoping for a match. Soon, a customer will simply type:

"I need rotors and pads for my '18 Mustang GT Autocross car."

ChatGPT will handle the rest, surfacing compatible products, checking availability, and processing payment through Shopify without a single page load.

It's frictionless, intuitive, and going to change how performance brands reach their buyers.
 

Fitment Is the New SEO

If you sell performance products, data quality is about to decide whether you even show up in the conversation. Chat-based shopping depends on structured, reliable fitment information: Year/Make/Model/Engine/Trim, compatibility notes and clear installation guidance.

If your catalog doesn't clearly define those attributes, AI will not recommend your products, no matter how great they are. 

"If your data's dirty, your sales disappear," Ryce says. "The system can't recommend what it doesn't understand."

Answers Sell Parts

Shoppers will stop browsing and start asking questions:

• Will this turbo work with my converter?
• Do I need upgraded studs for 30 psi?
• What's the right cam for a 5.3 L with stock heads?

When those questions are asked, AI pulls from what it already knows, which means brands that publish detailed FAQs, installation guides and spec sheets will be the ones whose products are quoted back to customers in real time.

In other words, your knowledge becomes your marketing.
 

How to Prepare Your Brand

1. Clean Your Catalog: Ensure product data is structured, complete and machine-readable. Fitment accuracy and detailed specs are no longer optional, they're your visibility engine.
2. Write Like a Mechanic, Not a Marketer: Use real-world language: horsepower goals, boost levels, towing capacity. AI understands conversational phrasing better than buzzwords.
3. Sell Solutions, Not SKUs: Bundle parts into complete kits, such as Stage 1 Street/Strip, Tow Package Upgrade and Turbo and Fuel Combo. The chat model sells answers, not line items.
4. Educate Through Content: Installation videos, troubleshooting guides and tuning tips are now part of your sales funnel. If it's public, the chatbot can quote it.
5. Clarify Everything: Simplify shipping, warranty and return policies so that AI can recite them confidently. Uncertainty kills conversions; clarity closes deals.

The Human Element Still Wins

While automation is reshaping retail, the heart of this industry remains personal. Relationships, craftsmanship and reputation will always matter. AI doesn't replace that, it amplifies it.

"Think of ChatGPT as the new counter guy," Ryce explains. "But he's only as good as the notes you give him."

Brands that combine solid data with authentic storytelling will thrive. This is your opportunity to teach the machine who you are and why your brand and products are trusted throughout the industry. 

A Shift Worth Preparing For

As conversational commerce becomes mainstream, success won't come from spending more on ads, it'll come from providing the best answers when customers start asking questions.

For those who've built their reputations on performance, precision and passion, this new technology is an invitation, not a threat.

Because in the next generation of shopping, the winners aren't the loudest voices, they're the clearest.
 

🏁 About the Author

Ryce is the founder of Marcosm LLC, a creative marketing agency that serves the automotive performance industry. As a lifelong racer and content strategist, Ryce helps brands merge storytelling, data and technology to grow their businesses across digital platforms.

Image courtesy of Shutterstock

By Kyle Fischer

Every year, the SEMA Show reminds us that American ingenuity is alive and well--and it's thriving in the hands of our manufacturers. The real stars of this industry aren't the flashing lights or over-the-top displays; they're the companies that design, test and build the parts that keep the motorsports world engaged and accelerating forward.

This year's new products once again proved that the future of the automotive aftermarket is being shaped by those who dare to rethink performance. The Motorsports Parts & Media Council (MPMC) exists to serve, support and champion these manufacturers--the beating heart of the automotive aftermarket. We have selected six standout products from the 2025 SEMA Show that embody what makes this community special: innovation, craftsmanship and a relentless drive to engineer something better.
 

1. Wilwood Brakes | Aluminum 2" Drop Front ProSpindle Kit with Hub

Wilwood's reputation for precision braking components meets chassis innovation with its new Aluminum 2" Drop Front ProSpindle Kit with Hub. This lightweight design improves suspension geometry, lowers ride height and strengthens overall handling without adding complexity. With its integrated hub and simplified installation, the kit helps builders achieve both form and function in one move. It's a refined solution that elevates stance, control and performance — another reminder that Wilwood doesn't just make brakes, it makes better handling cars.

Mike Hamrick, events and promotions manager at Wilwood Brakes, noted the buzz behind the new release:

"It's something everyone has been asking about for some time. And now that this product has come to fruition, I can't wait to see exactly how many of our customers will find it's going to fit what they're doing with their business model moving forward."

2. DeatschWerks | DW620R Universal Fuel Pump

DeatschWerks delivers serious flow and flexibility with its DW620R Universal Fuel Pump. Designed to support up to 1,200 horsepower on ethanol and more on gasoline, this compact, high-output pump is built for modern power levels across a wide range of applications. Its brushless design ensures cooler operation, longer life and quiet efficiency, and it's all wrapped in a compact package that simplifies installation. The DW620R doesn't just feed power — it future-proofs builds for the next generation of performance demands.

Mark Campbell, director of sales and marketing at DeatschWerks, praised the team's effort:

"We've been working hard this year for sure. Matt and Patrick, and all of our development team, have just been absolutely killing it. We're really excited about the new fuel pumps that we have this year. We've stepped it up even more."

3. Coker Tire | Pro-Trac Street Pro III

Coker Tire continues its legacy of blending classic styling with modern performance through the new Pro-Trac Street Pro III. This Ultra High Performance raised white letter tire brings an unmistakably nostalgic aesthetic to today's performance vehicles — while delivering the advanced grip, stability, and construction technology demanded by modern street performance builds. It's a perfect fusion of vintage cool and cutting-edge engineering, redefining what a raised white letter tire can be.

Mark Mooberry, vice president of commercial at Coker Group, shared his excitement:

"This is an Ultra High Performance, raised white letter tire. Never been one in existence before. Iconic look of a raised white letter and this has the most up-to-date technology in this tire ever. We're very excited."

4. ProCharger | M8 Supercharger Kit for '24–'25 Harley-Davidson

ProCharger's new M8 Supercharger Kit takes Harley's Milwaukee-Eight platform from strong to staggering. By delivering massive torque and horsepower gains while maintaining OEM reliability, this system gives riders the kind of throttle response that turns every roll-on into a statement. The clean, self-contained design and factory-quality fit make it as approachable as it is powerful. This kit reshapes what V-twin performance looks like--and sounds like--for the modern era.

Kyle Fickler, director of business development at ProCharger, reflected on its strong debut:

"We started out the week winning Best Engineered for our M8 Harley product, which was a great way to start the week at SEMA."
 

5. Detroit Speed | Foxbody SLA (Short-Long-Arm) Front Suspension System

Detroit Speed's all-new SLA front suspension system brings genuine motorsports geometry to the Foxbody Mustang. Replacing the dated factory MacPherson strut setup, the system offers improved camber gain, reduced roll center migration and the kind of steering precision that transforms a good chassis into a great one. Fully engineered for both street and track, it's a suspension revolution that elevates one of America's favorite platforms and shows how modern technology can breathe new life into classic iron.

Kasey Saltness, event and engagement specialist at QA1, shared the excitement surrounding the win:

"We have a lot of new products across our QA1 brands: QA1, Speedtech Performance and Detroit Speed. Detroit Speed's Foxbody SLA kit won Best New Product of the Year in the Street Performance category, so that's really exciting."

6. BluePrint Engines | Builder Series – LS-Compatible 376 c.i. Pro Series Engine Packages with ZF 8HP70 8-Speed Automatic

BluePrint Engines continues to bridge the gap between classic horsepower and modern drivability with the newest addition to its Builder Series lineup. The GM LS-compatible 376 c.i. Pro Series engine packages now pair seamlessly with the proven ZF 8HP70 8-speed automatic transmission. This pairing delivers refined street manners and serious power potential — ready to drop into everything from late-model muscle to custom builds. By combining cutting-edge transmission technology with traditional American torque, BluePrint has created a package that changes what builders can expect from a turnkey powertrain.

Kell Bridges, director of retail sales at BluePrint Engines, summed it up:

"It's the perfect combination if you're building a resto-mod or you want to repower your muscle car – you want late-model technology in your hot rod or street rod. And the beauty of it is that it has our industry-leading 30 month, 50K mile warranty."

Passion Continues to Power American Manufacturing

These six products are more than just clever engineering — they're proof that American manufacturing is still defined by creativity, precision and a refusal to settle. Every part, every idea, and every new technology that emerges from this community pushes the boundaries of what's possible in motorsports and performance. The MPMC committee is honored to recognize these pioneering manufacturers and their dedication to the automotive aftermarket. From high-tech suspensions and ultra-performance tires, to innovative fueling, supercharged torque and modernized powertrains, these manufacturers aren't just keeping pace — they're setting it. As the motorsports world evolves, it's the manufacturers who keep innovation alive and the passion of this industry burning bright.