By SEMA News Editors

 

With thousands of media from around the world looking for the latest automotive trends, technology and cutting-edge products at the 2026 SEMA Show––November 3-6, Las Vegas––exhibitors can get a jump-start on connecting with journalists and creating brand awareness. 

 

Below are tools and strategies available to SEMA Show exhibitors at no cost:  

• Post press releases in the SEMA Show Online Media Center: By posting news releases in the SEMA Show Online Media Center, exhibitors ensure that reporters looking for Show-related news don't miss out on their story. Posting to the Online Media Center can also generate coverage from SEMA's publications and social media outlets. Post your release at semashow.com/press-release. 
• Host a press conference: If your company is announcing a new product or service at the SEMA Show, a press conference could generate additional media interest. Hosting a press conference in your booth offers media the opportunity to learn about your new product at a designated time. Submit a Press Conference Form online through the Exhibitor Dashboard.  
• Vehicle Reveal (New for 2026): Exhibitors unveiling a vehicle build can submit a Vehicle Reveal Form through their Exhibitor Dashboard to have their reveal included in a list shared with media.  
• Tell your social media followers: Promote your presence with free graphics, copy templates, logos, and press release tools––all sized and ready to post at semashow.com/digital-tools.
• Create a press release or press kit: It's never too early to begin working on a press release or press kit to distribute at the SEMA Show. In addition to having press kits available to reporters in your booth, exhibitors can place physical press kits and releases in the SEMA Show Media Center, located in Room S219, on the Skybridge between South and Central Halls, at no cost.

 

For more information, contact the SEMA Show Public Relations team at pr@sema.org.  

 

The 2026 SEMA Show is set for November 3-6, in Las Vegas. Interested exhibitors can buy a booth and learn more at semashow.com/exhibitor. Attendee and buyer registration is now open online. For more information, visit semashow.com.  

 

SEMA Fest has been confirmed for Friday, November 6, and industry members will get the lowest rate on tickets through the registration portal and Attendee Resource Center. Sign up for updates at semafest.com.   

 

Sponsored by Turn 14 Distribution

 

Turn 14 Distribution and Bilstein teamed up to build the ultimate overland Gladiator, and now one lucky Turn 14 dealer will drive it home.

 

Building a trail-ready overland vehicle is a saga of trial and error, paired with months of garage time installing or repairing scars left from the unforgiving wilderness. Turn 14 Distribution is skipping those tribulations for one lucky dealer with its turnkey Jeep Gladiator Rubicon adventure machine.

 

First teased as an ambitious concept, the Turn 14 Distribution x Bilstein Jeep Gladiator made its official debut under the lights at the 2025 SEMA Show and is now officially up for grabs for registered Turn 14 Distribution dealers.

 

Purpose-Built for the Untamed Trail

 

 

Overlanding demands a delicate balance between capability on the trails and compliance on the highway. Rather than just slapping on basic bolt-on parts, the Turn 14 Distribution team designed this Rubicon to handle extended off-grid survival without sweating the return trip.

 

At the heart of the chassis setup is a set of B8 8100 (DSA) shock absorbers provided by title sponsor Bilstein. These shocks are engineered specifically for vehicles with a 3–4.5-in. lift and pair seamlessly with a Rock Krawler 3-in. Silverback "No Limits" Long Arm Suspension System. This added travel is perfect for the 40-in. Mickey Thompson Baja Pro XS tires wrapping the polished 17x9 Canyon Pro wheels, which give the Gladiator its commanding stance and unrelenting trail grip.

 

To handle the strain of those massive tires, Yukon Gear & Axle upgraded the drivetrain with its heavy-duty Stage 4 package, including axle shafts, re-geared differentials, lockers and rugged diff covers. Managing that power transfer to the drivetrain is an ACT heavy-duty clutch kit that delivers crisp, high-torque engagement on steep inclines. Stopping power is dictated by high-performance ALCON brakes, giving the driver total control through steep drops and technical obstacles.

 

Outfitted by Industry Heavyweights

 

 

Under the hood, the official cooling partner, Mishimoto, is keeping temperatures in check with its Performance Aluminum Radiator and Performance Transmission Cooler. LIQUI MOLY supplies top-tier fluids and synthetic lubricants throughout the engine, transmission and differentials to keep the powertrain running smoothly under extreme heat.

 

Self-recovery capability is handled by Borne Off-Road with a heavy-duty winch integrated into the front bumper and a full recovery gear package included to dig this Gladiator out if it ever gets stuck. Protection for those technical trail obstacles comes courtesy of DV8 Offroad, which outfitted the rig with heavy-duty front and rear bumpers, inner fenders and full-coverage body armor.

 

For night runs, Baja Designs provided two S8 light bars and LP4 pods alongside the new DOT-approved LP6 headlights, all wired into an sPOD digital control center for effortless accessory management. RealTruck outfitted the build with premium utility accessories and a complete set of Husky Liners interior floor mats and mud flaps to keep trail debris contained. Auxiliary power is supplied by an Odyssey Battery and managed through a CTEK battery maintenance system to ensure campsite electronics stay powered long after the engine is turned off.

 

An AWE Tuning exhaust system frees up horsepower while delivering an aggressive exhaust note. Down on the axles and wheels, McGard lug nuts are designed to keep everything secure on high-vibration trails and a TAZER programmer allows custom vehicle calibration on the fly. Rounding out the build, a Gen-Y Hitch handles towing duties, and a Rugged Radios setup keeps communications clear when off the grid.

 

Every component installed on this vehicle was pulled directly from the Turn 14 Distribution catalog, serving as a functional showcase of the top-tier inventory available to our dealers every day.

 

How to Take the Keys Home

 

 

 

This isn't a show pony destined to live out its days in a warehouse. It was built to be driven, abused and enjoyed on the trail, and Turn 14 Distribution is handing the vehicle over to one registered dealer through an exclusive sweepstakes promotion running from August 1 through October 30, 2026.

 

Entering the contest is simple and integrated directly into your everyday ordering workflow. Registered Turn 14 Distribution dealers earn automatic entries toward the grand prize through qualifying purchases of featured sponsor products throughout the promotional period, and dealers can maximize their ticket count by stocking up during targeted promotional multiplier weeks. You can log into your Turn 14 Distribution account at any time to track your current entry tally, review official rules and check the schedule for upcoming featured brand promotions.

 

Driven by the Aftermarket

 

 

Turn 14 Distribution exists to support the independent builders, shop owners and off-road specialists who keep car culture alive. Giving away a fully sorted, SEMA-featured rig is our way of giving back to the community that keeps the industry moving forward.

 

The trail is calling, and the ultimate overland rig is waiting for a spot in your shop. Log in to your Turn 14 Distribution account, start stocking up on participating partner brands, and lock in your chance to win the Turn 14 Distribution x Bilstein Jeep Gladiator.

 

About Turn 14 Distribution

 

Turn 14 Distribution is a privately-owned, 100% wholesale distributor of performance automotive and powersports aftermarket parts focused on supporting small businesses. Committed to long-term partnerships, Turn 14 delivers proprietary technology that streamlines ordering, improves inventory control, and strengthens cash flow management. Seven-day operations enable delivery to 100% of continental U.S. dealers within two days or less. Learn more at turn14.com.

 

This article was originally published on August 4, 2026. 

 

By Ashley Reyes

 

Industry professionals attending the Great Smoky Mountain Jeep Club Invasion in Pigeon Forge, Tennessee, are encouraged to RSVP now for the upcoming networking event hosted by the SEMA Truck & Off-Road Alliance (TORA), SEMA Future Leaders Network (FLN) and SEMA Businesswomen's Network (SBN). The mixer will be held August 20 from 5:00 p.m.-7:00 p.m. EDT at the Staybridge Suites.

 

The event will bring together manufacturers, builders, retailers, media members and other automotive aftermarket professionals for an evening of networking and industry conversation in a casual environment.

 

Attendees will have the opportunity to:

 

• Connect with truck and off-road industry professionals and expand their business network.
• Learn more about SEMA Councils and Networks programs, events and member resources.
• Hear updates on advocacy initiatives affecting the truck and off-road segment.
• Explore volunteer opportunities that help strengthen the aftermarket industry.

 

As SEMA Councils and Networks continue working to support and advance the automotive aftermarket, the event offers an opportunity for members to engage with industry peers and become more involved in the community.

 

Light snacks and drinks will be provided. RSVP here.

 

To learn more about SEMA Councils and Networks, visit www.sema.org/volunteer.

From the SEMA Washington, D.C., office

 

Driving Force Action, a SuperPAC for the automotive aftermarket industry and enthusiasts that recently relaunched for the 2026 midterm elections, is endorsing Tom Tiffany for governor of Wisconsin.

 

The announcement marks the SuperPAC's first endorsement of the 2026 election cycle. The endorsement is reflective of Tiffany's impressive track record as a champion of the automotive and motorsports industries, along with his unwavering belief in American manufacturing, especially that borne of Wisconsin.

 

"Driving Force Action seeks candidates who cherish our individual freedoms, recognize the immense economic value of the automotive aftermarket industry and understand the importance of our nation's automotive heritage. That's Tom Tiffany, and we're proud to endorse his candidacy for Wisconsin governor," said Lauren Wilbor, Driving Force Action’s national spokesperson.

 

Driving Force Action is a project of the SEMA to mobilize the nation's automotive aftermarket industry and the 70 million U.S. automotive enthusiasts in the 2026 midterm election. Candidate endorsements are based on voting records, public statements and responses to a candidate questionnaire. Driving Force Action's evaluations do not focus on party affiliation, but rather candidates' efforts to:

 

• Strengthen American automotive manufacturing and domestic supply chains.
• Expand opportunities in the skilled trades.
• Protect local motorsports facilities and off-road access.
• Reduce unnecessary regulatory burdens that hinder small businesses' ability to thrive.

 

ABOUT DRIVING FORCE ACTION

 

Driving Force Action is an independent expenditure-only political committee and a nationwide alliance of gearheads, car enthusiasts, and small automotive businesses united to defend Americans’ freedom to drive. The organization advocates for policies and candidates who support automotive freedom, consumer choice, and the preservation of car culture across the United States. Driving Force Action makes independent expenditures to support or oppose federal candidates and operates independently of any candidate, campaign or political party.

 

To learn more, visit drivingforceaction.org.

 

Driving Force Action does not coordinate its activities with candidates or political committees.

 

Paid for by Driving Force Action (drivingforceaction.org) and not authorized by any candidate or candidate’s committee.

 

From the SEMA Washington, D.C., office

 

Driving Force Action, a SuperPAC for the automotive aftermarket industry and enthusiasts that recently relaunched for the 2026 midterm elections, is endorsing Tom Tiffany for governor of Wisconsin.

 

The announcement marks the SuperPAC's first endorsement of the 2026 election cycle. The endorsement is reflective of Tiffany's impressive track record as a champion of the automotive and motorsports industries, along with his unwavering belief in American manufacturing, especially that borne of Wisconsin.

 

"Driving Force Action seeks candidates who cherish our individual freedoms, recognize the immense economic value of the automotive aftermarket industry and understand the importance of our nation's automotive heritage. That's Tom Tiffany, and we're proud to endorse his candidacy for Wisconsin governor," said Lauren Wilbor, Driving Force Action’s national spokesperson.

 

Driving Force Action is a project of the SEMA to mobilize the nation's automotive aftermarket industry and the 70 million U.S. automotive enthusiasts in the 2026 midterm election. Candidate endorsements are based on voting records, public statements and responses to a candidate questionnaire. Driving Force Action's evaluations do not focus on party affiliation, but rather candidates' efforts to:

 

• Strengthen American automotive manufacturing and domestic supply chains.
• Expand opportunities in the skilled trades.
• Protect local motorsports facilities and off-road access.
• Reduce unnecessary regulatory burdens that hinder small businesses' ability to thrive.

 

ABOUT DRIVING FORCE ACTION

 

Driving Force Action is an independent expenditure-only political committee and a nationwide alliance of gearheads, car enthusiasts, and small automotive businesses united to defend Americans’ freedom to drive. The organization advocates for policies and candidates who support automotive freedom, consumer choice, and the preservation of car culture across the United States. Driving Force Action makes independent expenditures to support or oppose federal candidates and operates independently of any candidate, campaign or political party.

 

To learn more, visit drivingforceaction.org.

 

Driving Force Action does not coordinate its activities with candidates or political committees.

 

Paid for by Driving Force Action (drivingforceaction.org) and not authorized by any candidate or candidate’s committee.

 

By SEMA News Editors

 

Exhibiting at the 2026 SEMA Show is about more than building a great booth. The most successful exhibitors know how to make sure buyers, media members, customers and attendees know where to find you before the doors even open, November 3-6 in Las Vegas. (Still need a booth? Start here.) 

 

Fortunately, there is a wide range of marketing resources available for exhibitors to help amplify product launches and vehicle reveals, increase booth traffic and generate real business opportunities before, during and after the Show.

 

These opportunities are outlined in the Exhibitor Service Manual found at semashow.com/esm, and also detailed below.

 

Generate Buzz: SEMA Show Public Relations Opportunities

 

Thousands of journalists, media members, content creators and industry influencers attend the SEMA Show each year looking for the latest products, technologies and trends.

 

Found in the Marketing, Advertising and Sponsorships section of the Exhibitor Service Manual, brands can take advantage of several free resources to help connect with the media, including:

 

• Press Conferences: Companies unveiling significant news are encouraged to apply for the official SEMA Show Press Conference Schedule, available at no cost. Restrictions and rules apply. Fill out the form at semashow.com/mediaconference.
• Press Releases: Exhibitors can also upload press releases at no cost, making company news easily accessible to credentialed media before and throughout Show week.
• New-for-2026 New Vehicle Build Unveiling: Launching a new vehicle build? Companies planning a vehicle reveal can submit their exhibitor name, booth number, reveal time and date, and a one-sentence teaser to pr@sema.org by October 1 for inclusion on a media list distributed to attending journalists.

 

Increase Visibility: SEMA Show Sponsorship Opportunities

 

The SEMA Show offers sponsorship opportunities that place your brand in front of attendees throughout the Las Vegas Convention Center.

 

Available options are seemingly endless, including (but not limited to) hanging banners, rig and display space, aisle signs, billboards, digital displays, directional signage, floor graphics, advertising in SEMA publications and numerous additional branding opportunities.

 

Whether your goal is increasing booth traffic, reinforcing brand awareness or promoting a product launch, sponsorships allow exhibitors to reach attendees before they ever step onto the show floor. Complete sponsorship options are available in the Marketing, Advertising and Sponsorships section of the Exhibitor Service Manual.

 

The New Products Showcase, Free Entry for SEMA Show Exhibitors

 

For companies introducing new products, no marketing opportunity delivers greater exposure than the New Products Showcase.

 

Recognized as a top destination for buyers and media at the SEMA Show, the New Products Showcase puts exhibitors' latest innovations in front of thousands of decision-makers and media members searching for what's new and trending.

 

The first product submission is always free for exhibitors, making participation an easy decision. Additional entries are $95 each through October 2, after which the price increases to $175.

 

New for 2026, exhibitors can also enter products into the new Powersports | SxS | Lifestyle category, expanding opportunities for companies serving those growing markets.

 

Get all the details and sign up in the Marketing, Advertising and Sponsorships section of the Exhibitor Service Manual.

 

Socialize Your SEMA Show: Exhibitor Digital Toolkit

 

Small business owners have more important things to worry about than social media. That's why the free 2026 Exhibitor & Attendee Digital Toolkit includes professionally designed graphics, copy templates, official logos and press release resources that are ready to download and share across websites, email campaigns and social-media channels.

 

Exhibitors can download complete asset packages or browse individual graphics sized specifically for today's most popular social platforms. Simply customize the messaging, announce your booth number and invite customers to visit during the Show.

 

When posting, remember to use #SEMA2026 and #SEMAShow2026, and also tag the official SEMA Show social accounts for additional opportunities to be shared with the industry's online community. 

 

Find the assets at semashow.com/digital-tools. 

 

Don't Forget SEMA Education to Maximize Your Team's ROI

 

Marketing ROI isn't limited to attracting more visitors to your booth. Investing in your team can deliver returns long after the Show ends.

 

SEMA Education returns to the 2026 SEMA Show with dozens of expert-led sessions covering sales and marketing, small-business strategy, executive leadership, vehicle technology, legislative updates, talent management and more. Most sessions are included with SEMA Show registration.

 

Exhibitors are encouraged to review the education schedule before arriving in Las Vegas and reserve seats early by adding sessions during registration or through the Exhibitor Portal. Some partner programs require separate registration or fees, which are noted in the schedule.

 

Get the details and browse the official schedule at semashow.com/education-schedule.

 

Missed the first part of our SEMA Show exhibitor tips? View it below:

• Have a Plan for the 2026 SEMA Show: Essential Resources for Exhibitors

 

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The 2026 SEMA Show is set for November 3-6, in Las Vegas. Interested exhibitors can buy a booth and learn more at semashow.com/exhibitor. Attendee and buyer registration is now open online. For more information, visit semashow.com.  

 

SEMA Fest has been confirmed for Friday, November 6, and industry members will get the lowest rate on tickets through the registration portal and Attendee Resource Center. Sign up for updates at semafest.com.   

 

By SEMA News Editors

 

SEMA Showgoers don't have to choose between earning hotel rewards and securing the best rates for the SEMA Show, November 3-6, Las Vegas.

 

Attendees who book through the official 2026 SEMA Show hotel block, managed by onPeak, can earn eligible hotel loyalty rewards points while taking advantage of discounted rates, flexible reservation policies and convenient access to Las Vegas' top hotels.

 

Hotel reservations for the 2026 SEMA Show, November 3-6 in Las Vegas, are available at semashow.com/hotel.

 

Whether you're traveling solo or coordinating accommodations for your entire team, booking through the official SEMA Show housing provider offers benefits you won't find through many third-party booking sites.

 

Earn Hotel Loyalty Rewards

 

One of the biggest advantages of booking through the official SEMA Show hotel block is that eligible reservations can earn hotel loyalty rewards points. Simply enter your rewards program information during the booking process, then confirm it again at check-in to receive eligible credit for your stay.

 

For example, Marriott Bonvoy members can earn points by:

• Booking a participating Marriott or MGM property through the official onPeak reservation system.
• Entering their Marriott Bonvoy membership number in the "Hotel Rewards" section during checkout.
• Providing the same membership number again when checking in at the hotel.

 

It's one more way your trip to the SEMA Show can continue delivering value long after you leave Las Vegas.

 

Exclusive Rates With Price-Match Protection

 

SEMA negotiates discounted hotel rates exclusively for attendees, often below publicly available pricing. Instead of spending hours comparing booking sites, attendees can reserve with confidence through the official hotel block.

 

If you happen to find a lower qualifying rate elsewhere, the official housing provider also offers price-match protection, giving you another reason to book early through semashow.com/hotel.

 

Flexible Reservations

 

Travel plans can change, and the official SEMA Show hotel block is designed with that in mind. Reservations can be modified or canceled without penalty through October 8, and full prepayment is not required at the time of booking, offering flexibility that many online travel sites don't.

 

Simple Group Booking

 

Managing hotel reservations for multiple employees doesn't have to be complicated. The onPeak system allows companies to reserve multiple rooms with immediate confirmation, assign guest names later and choose whether to manage payments centrally or individually.

 

Sustainable Travel Options

 

Attendees interested in making more environmentally conscious travel decisions can also explore sustainability information for participating hotels through onPeak. The platform provides resources that help travelers identify properties and practices that align with their sustainability goals.

 

The 2026 SEMA Show is set for November 3-6, in Las Vegas. Interested exhibitors can buy a booth and learn more at semashow.com/exhibitor. Attendee and buyer registration is now open online. For more information, visit semashow.com.  

 

SEMA Fest has been confirmed for Friday, November 6, and industry members will get the lowest rate on tickets through the registration portal and Attendee Resource Center. Sign up for updates at semafest.com.   

 

By Ashley Reyes

 

Truck and off-road builders have until Friday, July 31, to apply for the SEMA Truck & Off-Road Alliance (TORA) Feature Vehicle Showcase, taking place at the 2026 SEMA Show, November 3-6 in Las Vegas.   

 

What is the TORA Feature Vehicle Showcase?  

 

The TORA Feature Vehicle Showcase is a popular feature of the SEMA Show that highlights up to 10 unique truck and off-road builds in a premier space located outside walkway between the Las Vegas Convention Center North and West Hall--known as the TORA Feature Vehicle Trail.

 

The Showcase spotlights the latest trends and products driving the truck and off-road industry and gives builders a rare opportunity to promote their skills to a global audience. 

 

What types of vehicles qualify?  

 

Applications are accepted in the areas of SUV, side-by-side, lifted truck, lowered truck, overland, off-road, electric vehicle/hybrid and CUV/crossover. Each vehicle should demonstrate superior design, craftsmanship and quality. 

 

What are the benefits of applying?  

 

The SEMA Show is the best-attended trade show in the automotive aftermarket. Having a vehicle included in the Showcase brings invaluable exposure for TORA member companies and puts their work in front of thousands of industry professionals, buyers and the media. It also increases awareness of builders and manufacturers whose parts are on each vehicle. 

 

All selected vehicles are eligible to win the TORA Feature Vehicle Best in Show Award voted on by SEMA Showgoers. The winner will be announced in front of industry peers during the TORA SEMA Show Reception. Also, all vehicles are promoted on TORA's social-media channels and SEMA News up to and during the SEMA Show. 

 

Who qualifies to apply?  

 

Qualifying companies must be a current SEMA and TORA member, and manufacturers must be exhibiting at the SEMA Show. The cost to participate is $1,500, with $500 of that amount benefiting SEMA Cares--the fundraising arm of SEMA that supports a variety of children's charities. 

 

Ready to showcase your build and brand on the industry’s biggest stage? Apply today.

By Ashley Reyes

 

There's still time to register for the SEMA Wheel, Tire, Suspension & Brake Council (WTSBC) virtual Coffee and Conversation on racecar setup fundamentals and suspension tuning strategies, taking place Thursday, August 6, at 9:00 a.m. PDT/12:00 p.m. EDT. 

 

WTSBC Coffee and Conversations are virtual events where members gather to network and exchange insights on industry challenges. Hear from Brian Bohlander, director of marketing––sports and partnership at Old World Industries, and other experts about practical knowledge for suspension tuning, race-car setup and performance optimization.

 

Topics include:  

 

• SCCA racing setups
• How low is too low?
• Calculating spring rates for coilover setups
• E-racing suspension setups
• Hidden suspension pitfalls
• Caster and camber setup

 

Unlike traditional webinars, Coffee and Conversations are centered on open dialogue. Attendees will connect with other experts in the wheel, tire, suspension and brake space while gaining practical takeaways in a relaxed, peer-driven environment.

 

With the event just days away, now is the time to register and be part of the discussion.

 

By Ashley Reyes

 

The SEMA Businesswomen's Network (SBN) has named Dawson Druesedow, owner of 4 Wheel Performance LLC, as its newest allyship honoree.

Learn how Druesedow supports women in the industry and promotes the ally mindset in the SEMA News interview below. 

 

SEMA News: What do you do to support the ally mentality and women's empowerment?

Dawson Druesedow: At 4 Wheel Performance, I've worked for two decades to build a shop culture where talent, character and passion lead––not stereotypes. Supporting women in the off-road and performance industry has been a priority from the start. That means hiring based on skill and drive, collaborating with women-led businesses and fostering a respectful environment for both our team and customers. Allyship shows up in everyday decisions, not just big gestures.

 

SN: Can you share your favorite experience being an ally?  

DD: One of the most meaningful examples of allyship in my journey has been working with Rebekah. She had a strong background in the automotive world––she worked on her own vehicles, had certifications in both TIG and MIG welding and had even been part of airplane refurbishment teams. When she applied for a counter sales role at 4 Wheel Performance, I knew her experience and technical knowledge would bring tremendous value to our team, even if it didn't fit the "typical" mold some people expected.

 

At first, a few male customers were standoffish––hesitant to take advice from a woman at the counter. But that changed quickly once they spoke with her. Rebekah's confidence, deep product knowledge and real-world experience earned their trust fast. She didn't just prove herself; she reset their expectations.

 

Even more importantly, our female customers loved talking with her. For many, it was the first time they felt fully comfortable walking into a performance shop. Instead of deferring to a husband or second-guessing themselves, they had a knowledgeable woman to relate to, which made them feel more empowered to make decisions. That shift didn't just help the culture––it boosted our bottom line. Rebekah helped close more sales simply by creating a space where customers felt seen and respected.

 

Watching that transformation––in our customers, our team and even our local reputation––was incredibly rewarding. It's a reminder that being an ally isn't just about fairness. It's also good business.

 

SN: Why do you feel that being an ally is important? 

DD: Because change doesn't happen by chance. If you care about the future of the industry, you need to care about making it more inclusive. Being an ally means calling out what's wrong and lifting up what's right––even when no one's watching. It's how we grow and  make the space better for the next generation.

 

SN: What have you found to be the most important/valuable part of being an ally?

DD: The most valuable thing is the relationships built along the way and the impact that small acts of support can have on someone's career. It's rewarding to know you played a part in someone realizing their potential or finding their place in the industry. That's what makes it worth doing every time.

 

SN: How long have you been in the industry?

DD: I've proudly owned and operated 4 Wheel Performance for 20 years. What started as a passion for custom builds has grown into a full-service performance shop serving off-road enthusiasts and everyday drivers alike.

 

SN: What advice do you have for those that want to become an ally?

DD: Lead with intention. You don't have to know everything––just be willing to learn, step aside when needed and speak up when it counts. And make it part of your everyday routine: in hiring, in mentoring and in how you talk about the industry.

 

SN: How does someone spread the ally mentality?

DD: By living it. I try to lead by example in how I run my shop, who I support and what kind of community we build––both in the workplace and out on the trails. I'm also intentional about creating space for women to succeed, whether that's a new hire, vendor or customer who's just getting into off-roading.

 

 

Fill out an SBN Ally Spotlight form to highlight how you or a colleague is being an ally to women in the automotive specialty-equipment industry. Selected candidates are eligible to be featured on SBN's social media and in SEMA News.