By Ashley Reyes

Each year, the SEMA Truck & Off-Road Alliance (TORA) showcases up to 10 unique vehicle builds in a prime location at the SEMA Show through its Feature Vehicle Showcase. The vehicles--built by TORA member companies and installed with member manufacturers' products--highlight the latest trends, products and technologies driving the truck and off-road market today.    

Applications for the 2025 TORA Feature Vehicle Showcase are now open. Selected applicants will have their vehicle displayed as part of the TORA Feature Vehicle Trail located outside the Las Vegas Convention Center West Hall.   

"The TORA Feature Vehicle Showcase is all about raising awareness of the various business opportunities in the truck and off-road industry," said TORA Council Director Denise Waddingham. "We invite our members to submit an application for the chance to demonstrate their innovation in front of thousands of SEMA Show attendees."  

Submissions are being accepted in the areas of SUV, side-by-side, lifted truck, lowered truck, overland, off-road, EV/hybrid and CUV/crossover. Each vehicle selected to be showcased will be featured on TORA's social-media channels and SEMA News up to and during the SEMA Show and be in the running for the TORA Feature Vehicle Best in Show Award announced during TORA's SEMA Show Reception.   

Companies interested in showcasing a vehicle 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.   

Submit your application today.

By Ashley Reyes

In the last decade, the world of hot-rod design and fabrication has seen a major shift toward utilizing industrial technology to create works of art. Although CNC machines and computer-aided design (CAD) have been prevalent in the industry, especially with billet aluminum wheels and part manufacturers, smaller custom-build shops are adopting CNC equipment and beyond.  

For example, 3D scanning and printing has become a piece of equipment many shops are starting to use daily. The cost of the equipment and software is becoming more affordable and, what once needed a master technician to operate, is now getting to the point that anyone with mechanical abilities can be a pro.  

To spotlight opportunities surrounding modern technology in the hot rod industry, the SEMA Hot Rod Industry Alliance (HRIA) will host a virtual general membership meeting and panel discussion on Wednesday, June 18 at 9:00 a.m. PDT/12:00 p.m. EDT. During the session, a panel of industry experts will discuss types of new equipment that hot-rod shops are using, skill sets that are needed to use this equipment, how technology has changed each guest's business and investments that businesses should expect to make. 

Panelists include Sean Smith, owner and lead designer of Sean Smith Designs; Jeremy Carlson, owner and lead designer of Avante-Garde Design; and Zack Ingram, owner and designer at Zrodz and Fiber Forge Composites. Moderating the discussion will be Karl Schulman, general manager of Garret's Rod Shop.  

Register here. 

By SEMA News Editors

The 2025 SEMA Show is now accepting submissions to participate in the 2025 Bin Program, which offers automotive publications a simple way to gain mass exposure for their magazine.

Showcase your magazine where it matters--the aftermarket's premier event--and make sure you take advantage of the opportunity to get your magazine in front of the SEMA Show's 160,000-plus attendees and exhibitors.

In exchange for one standard full-page color ad in your publication, participants will get to display and distribute their publication at the 2025 SEMA Show.

Get your magazine seen by thousands of potential subscribers and advertisers; act now and submit your details here.

Editor's Note: This story was originally published on June 3, 2025. Submissions for the Bin Program at the 2025 SEMA Show are now closed. Questions? Contact Lynne Johnson, SEMA Marketing Director, Agency and Creative Services, at lynnej@sema.org.

By SEMA News Editors

A big part of planning a successful week at the SEMA Show is securing the best accommodations for your needs. Location, low price, amenities and ratings will all be important factors in determining the right place to stay for the 2025 SEMA Show, November 4-7, Las Vegas.

To make the process as quick, easy and affordable as possible, Show organizers have once again partnered with onPeak, the official hotel provider of the SEMA Show, to offer not only offer the best nightly rates, but plenty of other unparalleled perks. Hotel reservations for the 2025 SEMA Show--November 4-7, Las Vegas--are now open online at this link. 

See the top five benefits of booking your 2025 SEMA Show hotel through our only official partner, onPeak, below:

• Earn Hotel Rewards Points 

We know how important and valuable your hotel rewards points can be and how quickly they can add up when you travel to events and trade shows. That's why your reservation at an official hotel counts towards your hotel loyalty program. Simply enter in your rewards number when securing your reservation and you're all set. The benefits are endless when you book in the block. 

• Deep Value and Discounts 

We work hard to negotiate the lowest available nightly rates--even below the hotel's rack rate. It will be hard to beat our rates, so forget about spending hours searching online for a great deal; just book through onPeak. 

• Fully Flexible Booking   

We know plans change so that's why there are no change fees and no full pre-payment required at the time of booking, unlike most other booking channels. You can make changes or cancel your reservation without penalty until October 9, 2025.  

• Easy Group Bookings 

Book your entire group--large or small--in real-time, with immediate confirmations. Nab the rooms you need now and log in later to assign specific guests. Rooms can be selected based on your team's specific nights and stay patterns, and you can manage payment for your whole block or guarantee each room with separate credit cards--it's that easy. 

• A Sustainable Hotel Stay 

The official SEMA Show hotel provider, onPeak, is available to help you find confidence in living a sustainable lifestyle. View a hotel's sustainability plans on their website at onpeak.com/sustainability and read up on a few helpful travel tips at blog.onpeak.com. 

Hotel reservations for the 2025 SEMA Show--November 4-7, Las Vegas--are now open online here. 

Registration for the 2025 SEMA Show is also open and only $50 per person until Friday, June 27.

Register for the 2025 SEMA Show here

The cost of online registration will increase to $75 starting June 28, and as of September 27, will cost $100 per attendee. A SEMA Show badge includes access to both the SEMA Show and AAPEX. Deadlines and fees for other registration categories can be found at semashow.com/register.

Keep an eye on SEMA News and semashow.com for the latest deadlines, updates and opportunities for the 2025 SEMA Show.

By SEMA News Editors

Registration is open for the SEMA Show Exhibitor Summit, the annual program for exhibitors to learn how to maximize their Show experience, returns to Las Vegas in 2025 with new dates: Wednesday, June 25, Thursday, June 26, and Friday, June 27 (travel date).

Register and view the 2025 SEMA Show Exhibitor Summit agenda and more details at semashow.com/exhibitor-summit.

For those that have already secured their SEMA Show booth, the Exhibitor Summit, which will take place at the Las Vegas Convention Center (LVCC) South Hall Skybridge, will lead exhibitors through the art of the exhibit, step-by-step, to maximize their SEMA Show experience at the LVCC later this year, November 4-7.

"Exhibiting at the SEMA Show is an art form with proven best practices and techniques that exhibitors can utilize to maximize their ROI. At the Exhibitor Summit across two days, you and your team will be armed with practical and proven strategies for lead generation, media engagement, booth layout, debuting products and cost-saving opportunities," said Andy Tompkins, SEMA trade show director. "Just make it to Vegas, and we've got your SEMA Show planning covered. But hurry, space is limited, so register and secure your spot today!"

As the SEMA Show continues to evolve, the Summit provides exhibitors with effective lead generation and sales-building programs as well as the latest information on how to build brand visibility, media engagement and marketing reach.

To support this mission, prominent content creators and media members will share first-hand insights on how they approach covering the SEMA Show, revealing to exhibitors how they can maximize their booth's impact on the media. In addition, organizers will also provide tips on launching new products, free and low-cost sponsorship opportunities, and everything exhibitors need to know to save time and money at the SEMA Show. Those seeking booth design and layout direction will not be disappointed, as the SEMA Show team will also share ways to create the best possible booth presentation that aligns with a brand's specific goals and needs.

Longtime exhibitors may notice an earlier Exhibitor Summit date this year. This change was designed to bring more impact to the event, as it will provide exhibitors with more time to put event takeaways into an actionable exhibit plan.

Register to join the SEMA Show team in Vegas this June, and we'll handle the rest. Exhibitors enjoy complimentary registration, a two-night hotel stay (for up to two representatives from each exhibiting company), and select meals courtesy of SEMA.

View the agenda and register for the 2025 SEMA Show Exhibitor Summit at semashow.com/exhibitor-summit.

Haven't signed up to exhibit at the 2025 SEMA Show yet? There is still time to secure your spot on the SEMA Show floor. Get ready to power your sales and marketing yearlong with a booth at the SEMA Show here.

Questions? Visit semashow.com/exhibitor or view key SEMA Show contacts here.

Attendee registration is now open for the 2025 SEMA Show here. Questions? Call 909-396-0289 or email sales@sema.org.

By SEMA News Editors

SEMA Garage has expanded its partnership with AUTEL by bringing its highly acclaimed, hands-on advanced driver assistance systems (ADAS) training to its Diamond Bar, California, location.

These in-depth, two-day sessions are designed to equip participants with critical knowledge in ADAS fundamentals, calibration procedures and reporting best practices.

As ADAS technology becomes increasingly common in today's vehicles, the need for proper calibration expertise is more important than ever. This expansion marks a major step in making high-quality ADAS training more accessible to industry professionals across the country.

📍 SEMA Garage Diamond Bar ADAS Training: 1577 S. Valley Vista Dr. Diamond Bar, California, 91765. View on Google Maps.

📅 Tuesday, June 10 and Wednesday, June 11 

👉 Reserve your spot now at the Autel Academy website: autel.us/autel-academy (select ADAS TRAINING, then click the "California" tab). Can't make it in June? Stay tuned as more training opportunities are on the horizon for later this year.

🔗 Questions? Reach out via email to academy@autel.com or visit autel.us/autel-academy for details.

By Ashley Reyes 

The SEMA Future Leaders Network (FLN) has named Darek Zygula, marketing strategist at HP Tuners, as its newest spotlight member.  

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

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

Darek Zygula: The best advice I have ever received is to always continue learning. When I was younger and going to school, education was not really a priority for me. Everyone would always encourage me to try hard in school, and while I did ok, it was more just to get it over with rather than retaining the material. Eventually, as I got older, I realized that education and understanding are invaluable in any area of life. The more you know about a topic and the better you understand it directly relates to how successful you can be in that area. In the current world, where instant gratification has taken priority and people like things done quickly, it is extremely important not to shy away from training and education and to take the time to learn and become an expert. 

SN: What keeps you in the industry?  

DZ: Growing up, I didn't really have anyone in automotive or to teach me about cars, but when I was old enough to start driving, the obsession began. My first car was just an old Honda Accord that was handed down from my brother, and of course, as a broke teenager, the only option was to fix things myself. Once I got the hang of oil changes and brake jobs, I moved on to a Subaru WRX and the performance mods began. Since then, cars and racing have always been a part of my life, so it just made sense to work in the industry. No matter where you work there will always be ups and downs but at the end of the day, it is a great feeling to know that the people you work with have a similar passion and that everyone is working towards making a better product for automotive enthusiasts to use. 

SN: Where can you be found on a Saturday?  

DZ: My weekends have been quite hectic the last few years as I purchased a two-flat in 2021 and have been working on renovating it in my spare time. It has taken a lot of nights and weekends to get it where it needs to be, but I am just about wrapping up my final project. As I get some of my free time back, I would love to get back out to some car shows/meets. I'm also excited to get back out into nature and do some hiking or exploring, and like most people, I love good food so I'm always looking for an excuse to check out a new restaurant. 

SN: How do you prepare for an important meeting?  

DZ: This question ties back to the best advice I've heard, and I think the best way to prepare is to be educated and informed about the topic at hand. If it is a meeting that I am leading, the preparation would include a short agenda and things that need to be covered along with any required action items post-meeting. If I am just attending a meeting my prep is a bit different, and I would just make sure to have all the latest relevant information and bring notes with questions or input I want to share. 

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

DZ: The person that comes to mind with this question is Ken Block. He was an inspiration to a lot of people and his unfortunate accident a couple of years ago affected the entire industry. As an ex-Subaru owner, I've watched many Ken Block rally videos, and his Gymkhana videos were extremely well executed. 

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

By SEMA News Editors

SEMA, in partnership with the U.S. Department of Commerce's International Trade Administration (ITA), is offering a unique opportunity to help United States manufacturers find international customers and distributors--at no cost to your company.

Whether you're new to exporting or looking to expand into new markets, this program provides hands-on support to help you identify real sales opportunities overseas.

Here's how the program can work for you through three progressive services. You can sign up for one or all of the following:

• Initial Market Check: Quickly find out if a particular country is a good fit for your products.
• International Partner Search: Get a short list of qualified distributors or buyers in your target market.
• Gold Key Service: Take it a step further with in-person meetings abroad arranged for you with vetted prospects in your target market.

Who's eligible?

Small to midsized SEMA member companies with products made in the United States or with at least 51% United States content. You'll just need to track any export sales for a year and share quarterly updates (kept confidential).

How this could work for you:

Let's say you make performance suspension components and think Australia could be a good market. With the Gold Key Service, ITA specialists will confirm the demand, find potential distributors and can even set up in-person meetings in Australia for you--saving you time, money and guesswork.

Only 40 spots are available, and the deadline to apply is June 10.

Complete this form to let us know you're interested, and we'll follow up with the next steps.

Let SEMA and the Department of Commerce ITA help open doors to your global growth.

By Ashley Reyes

The SEMA Truck & Off-Road Alliance (TORA) named Shelby Chrisman, buyer at Warn DBA Fabtech Motorsports, as the council's newest spotlight member. Get to know Chrisman in her interview with SEMA News below. 

SEMA News: What inspired you to pursue a career in the truck and off-road industry?   

Shelby Chrisman: Growing up at the family shop, Chrisman Driveline, we provided driveline components for stadium, spec and trophy trucks, so I was already drawn into it being around the race car drivers, crew chiefs and builders. I loved it and never stopped. 

SN: Why did you decide to volunteer for TORA?  

SC: I joined TORA to expand my knowledge on automotive aftermarket products and to network with others who could share their knowledge and to be more a part of preserving the industry. 

SN: What advice do you have for someone pursuing a career in the automotive aftermarket?   

SC: Don't be afraid of being heard, getting involved and asking all the questions! 

SN: What is your dream truck or off-road vehicle?    

SC: My dream truck is a Ford Raptor. I currently drive a '24 Ford F-150.  

Fill out a TORA-member spotlight form to highlight how you or your company are contributing to the truck and off-road specialty-equipment industry. Selected candidates are eligible to be featured on TORA's social media, SEMA News and future TORA member updates.

By Ashley Reyes

On June 10 at 12:00 p.m. PDT, the SEMA Businesswomen’s Network (SBN) will host a webinar on cultivating allyship in an organization organically by moving beyond formal mandates and policies. 

Allyship is critical to fostering equality and inclusivity in an organization, as well as building a stronger, more supportive environment for all professionals. During this webinar, attendees will join industry experts as they explore why traditional approaches to cultivating allyship often fall short and share actionable steps to embed allyship naturally within a workplace. Through practical tools and real-world examples, attendees will discover how to foster a more inclusive and supportive atmosphere.  

Speakers include Christina Linton, chief people and culture officer at Storyteller Overland, Megan Cook, cofounder of Happy Companies and Carlene D. Bills, president and CEO at Ford Component Sales. Rachel Speir, branding and marketing specialist at RS Marqueting, will guide the discussion and question-and-answer period. 

Together, they will shed light on why formal policies often fail to drive meaningful inclusion, strategies for embedding allyship through leadership and engagement and adaptable tools to promote organic workplace inclusion.  

Register here.