From the SEMA Washington, D.C., office

SEMA is mourning the passing of former U.S. Representative Bill Posey (R-FL), a longtime racer, classic car enthusiast and champion of the specialty automotive aftermarket industry and the millions of Americans who love to modify and customize their vehicles. 

As the longtime co-chair of the bipartisan Congressional Automotive Performance and Motorsports Caucus, Rep. Posey fought on behalf of those who rely on their cars as a means for personal liberty, prosperity and economic freedom.  

"We are deeply saddened by the passing of our friend, Rep. Bill Posey," said SEMA CEO Mike Spagnola. "His passion for racing and American car culture was matched only by his deep desire to stand up for common-sense policies during his eight terms in the U.S. House of Representatives. Rep. Posey was a true friend of SEMA and PRI for over three decades, dating back to his days serving in the Florida State Legislature. Our deepest condolences go out to Katie and the entire Posey family."

Rep. Posey was always there to help address the challenges facing the American car community and was a leading voice in Congress to protect Americans' right to modify their race cars with performance parts and to drive the vehicles of their choice. He will forever be remembered by SEMA, PRI, and its members for his public service, passion for racing and his classic cars, and devotion to his constituents.  

Read more about Rep. Posey and his deep connections to motorsports.

For more information, visit sema.org.  

Feed image background courtesy of Shutterstock

From the SEMA Washington, D.C., office

Nearly 120 advocates––including SEMA and PRI members, content creators, industry partners and a few automotive celebrities––brought action to our nation's capital last week to advocate for the automotive aftermarket, motorsports parts and off-road industries. 

The 2026 SEMA & PRI Washington Rally was the organization's largest ever advocacy event, uniting manufacturers, influential voices, builders, racers, retailers, track operators, industry leaders and more from across the country to advocate for policies that protect automotive customization, innovation, motorized access to public lands and provide tax certainty to race tracks. 

The Washington Rally continues to be the specialty automotive aftermarket's most important advocacy event, underscoring the value of direct engagement between industry leaders and policymakers. Rally attendees participated in more than 110 meetings on Capitol Hill and met with key executive branch agencies, including the National Highway Traffic Safety Administration (NHTSA), the U.S. Bureau of Land Management (BLM), the U.S. Department of Education, and the U.S. Department of Veterans Affairs. 

During their Hill meetings, SEMA and PRI members provided congressional staffers with firsthand perspectives on important bills that would positively impact both their companies and the automotive aftermarket, off-road and motorsports parts industries. Participants discussed topics ranging from protecting the right to modify vehicles and legislation preserving access to public lands to creating long-term tax certainty for motorsports facilities and supporting small businesses that drive innovation throughout the industry. 

The kick-off dinner featured remarks from EPA Administrator Lee Zeldin, who discussed his priorities, the EPA's efforts to eliminate EV mandates, and the agency's support for the automotive aftermarket industry. Administrator Zeldin's speech marked the first time a member of the President's Cabinet has spoken at a SEMA and PRI Washington Rally.  

The dinner also featured noted automotive personalities Chris Jacobs and Cristy Lee, who led a conversation with Eric Schmitz, the Coalition's director for speaker of the House Mike Johson (R-La.), and Katie Phillips, executive director of the House Blue Dog Coalition. 

Between House and Senate meetings, SEMA and PRI Rally attendees had lunch at the exclusive Capitol Hill Club, with Rep. Richard Hudson (R-N.C.), the chairman of the National Republican Congressional Committee, serving as the keynote speaker. 

For more information, or to sign up for SEMA Advocacy updates, visit semahq.org. 

From the SEMA Washington, D.C., office

Nearly 120 advocates––including SEMA and PRI members, content creators, industry partners and a few automotive celebrities––brought action to our nation's capital last week to advocate for the automotive aftermarket, motorsports parts and off-road industries. 

The 2026 SEMA & PRI Washington Rally was the organization's largest ever advocacy event, uniting manufacturers, influential voices, builders, racers, retailers, track operators, industry leaders and more from across the country to advocate for policies that protect automotive customization, innovation, motorized access to public lands and provide tax certainty to race tracks. 

The Washington Rally continues to be the specialty automotive aftermarket's most important advocacy event, underscoring the value of direct engagement between industry leaders and policymakers. Rally attendees participated in more than 110 meetings on Capitol Hill and met with key executive branch agencies, including the National Highway Traffic Safety Administration (NHTSA), the U.S. Bureau of Land Management (BLM), the U.S. Department of Education, and the U.S. Department of Veterans Affairs. 

During their Hill meetings, SEMA and PRI members provided congressional staffers with firsthand perspectives on important bills that would positively impact both their companies and the automotive aftermarket, off-road and motorsports parts industries. Participants discussed topics ranging from protecting the right to modify vehicles and legislation preserving access to public lands to creating long-term tax certainty for motorsports facilities and supporting small businesses that drive innovation throughout the industry. 

The kick-off dinner featured remarks from EPA Administrator Lee Zeldin, who discussed his priorities, the EPA's efforts to eliminate EV mandates, and the agency's support for the automotive aftermarket industry. Administrator Zeldin's speech marked the first time a member of the President's Cabinet has spoken at a SEMA and PRI Washington Rally.  

The dinner also featured noted automotive personalities Chris Jacobs and Cristy Lee, who led a conversation with Eric Schmitz, the Coalition's director for speaker of the House Mike Johson (R-La.), and Katie Phillips, executive director of the House Blue Dog Coalition. 

Between House and Senate meetings, SEMA and PRI Rally attendees had lunch at the exclusive Capitol Hill Club, with Rep. Richard Hudson (R-N.C.), the chairman of the National Republican Congressional Committee, serving as the keynote speaker. 

For more information, or to sign up for SEMA Advocacy updates, visit semahq.org. 

By SEMA News Editors 

Attendee registration for the 2026 SEMA Show is officially open. 

Set for November 3-6 in Las Vegas, the SEMA Show delivers an attendee experience unlike any other, bringing together thousands of world-class vehicle displays alongside even more of the newest automotive aftermarket products from both emerging and established exhibitors.  

The SEMA Show floor serves as the ultimate destination for automotive professionals of all experience levels, backgrounds and areas of focus to convene, share insights and ideas and conduct business for four days straight. 

How to Register for the 2026 SEMA Show 

Approved attendees can register for a SEMA Show badge at the lowest available rate ($50 per badge) until pricing increases (to $75 per badge) after June 26.

In short, the sooner an attendee registers for the SEMA Show, the more they save. But, early registrants can also get a head start on their SEMA Show plan, with access to the Registration Resource Center to print receipts, register a spouse, book hotels, reserve a spot in one of dozens of educational sessions, purchase tickets to events like SEMA Fest, the SEMA Show Kickoff Breakfast, SEMA Industry Honors and more.

How to Save on Your 2026 SEMA Show Hotel Reservations 

Hotel reservations are open through SEMA's only official housing partner, onPeak. Bookings made in the official SEMA Show block are eligible for hotel loyalty and member programs and are guaranteed to be the lowest possible prices available. That's right: organizers will price-match if you happen to find a lower rate, so there's no downside to booking within the official SEMA Show hotel block at semashow.com/hotel. 

How to Save on Airfare to Las Vegas for the SEMA Show

SEMA Show organizers know travel costs can add up, which is why they've partnered with several airlines to offer exclusive discounts for attendees heading to the 2026 SEMA Show. 

With these deals from exclusive SEMA Show partners––detailed at the link below––attendees can take advantage of airfare savings while planning their trip to the industry's premier automotive aftermarket event. 

SEMA Fest Is Back in 2026

SEMA Fest, which has featured headliners Imagine Dragons, Cage the Elephant, Sublime and Queens of the Stone Age, will return to Las Vegas on Friday, November 6, with motorsports, music and car culture. 

Tickets are available now for industry members at the lowest available price ahead of the 2026 lineup announcement. Qualified SEMA Show attendees can add SEMA Fest tickets directly through the Registration Resource Center when securing a Show badge.

Non-industry friends and family can purchase tickets now at SEMAFest.com, along with passes for the one-day "SEMA Show Friday – Open to the Public," a bucket-list experience for automotive enthusiasts.

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, buyer and media registration is now open online. For more information, visit semashow.com. 

Story and photos by Andreas Conradt, Automedia

Subtle Mid-Cycle Makeover: The Lexus RX Facelift

Premium Japanese automaker Lexus introduced the RX in 1998, and many industry observers consider it the world's first luxury crossover SUV. The current fifth-generation model debuted in May 2022 on the TNGA-K platform and has remained a cornerstone of the brand's lineup. In 2026, the RX continues to rank as Lexus' best-selling nameplate.

Still, industry speculation and a steady stream of digital renderings from automotive CGI artists have fueled expectations that Lexus would keep the RX looking as fresh as possible. Now, early proof has arrived. A prototype of the refreshed RX was recently spotted testing at Germany's Nürburgring.

The update is expected to introduce revised rear lighting, along with a redesigned front fascia inspired by the all-new ES. Changes include separate LED daytime running lights, updated LED headlamps, and a revised grille treatment incorporating partially body-colored elements.

Inside, the updates are likely to be more restrained.

Expected revisions include redesigned steering-wheel controls, an updated fully digital instrument cluster, a larger central infotainment display, and revised HVAC vents. Otherwise, the cabin layout appears largely unchanged––including the continued presence of physical buttons and knobs, which many drivers will likely appreciate.

Huge and Electric: The All-New Lexus TZ

Lexus has not yet made an official announcement, but parent company Toyota has reportedly filed trademarks with the European Union Intellectual Property Office for the all-electric TZ SUV, signaling the project is more than just industry speculation.

The TZ is expected to serve as a more upscale Lexus-branded counterpart to the upcoming three-row Toyota Highlander EV, with both models likely sharing the same platform. Similar to the recently introduced Lexus TX, the TZ lineup could include TZ450e and TZ550e variants, with the naming structure expected to reflect differences in battery capacity, range and power output.

Official technical details remain under wraps, but the existing Lexus RZ 450e may offer clues about the upcoming model's configuration. The more affordable TZ450e could use a battery pack similar to the RZ 450e's 63.4-kWh setup, while the TZ550e is expected to feature a larger battery with extended driving range.

Toyota has reportedly filed trademarks for both the TZ450e and TZ550e, though additional trims and configurations are likely. Following current Lexus naming conventions, multiple drivetrain and equipment combinations could be offered across the lineup.

Pricing for the '27 Lexus TZ is expected to start around $65,000 and climb to roughly $70,000 depending on trim level and available options.

By SEMA News Editors

The plotting of the Truck, SUV & Off-Road section of the SEMA Show is underway, giving truck and off-road brands the opportunity to showcase their latest innovations to the builders, installers and aftermarket professionals driving the industry forward. 

For truck and off-road exhibitors, the opportunity is unmatched. The SEMA Show puts products directly in front of the builders, shops and brands shaping the truck market––from suspension lifts and wheels to bed storage, lighting and exterior accessories. It's where buyers discover the latest innovations in truck customization, capability and performance.

Exhibiting is the first step toward increasing brand awareness, meeting new clients and expanding your sales channels. With more than 153,000 attendees and more than 70,000 qualified buyers and decision-makers, the Show delivers direct access to customers actively seeking new products, suppliers and partnerships.

Trucks are always a favorite at the SEMA Show, drawing high traffic from eager audiences. New this year, in addition to the Truck, SUV, & Off-Road section in West Hall, the Show will also showcase a Restyling & Trucks section in the adjacent North Hall connected via Sky Bridge, helping builders, installers and enthusiasts find the latest products that are driving trends across the aftermarket in one central location.

Beyond the booth, thousands of media members and content creators amplify product launches and brand stories, helping exhibitors build visibility and momentum that lasts long after Show week ends.

While the Show floor is filling up fast, there are still opportunities for brands to get involved, helping maximize impact before the doors open in Las Vegas this November.

When you exhibit at the SEMA Show, you’re not just renting booth space––you're joining a community that helps shape and protect the truck and off-road industry. Through advocacy efforts, land-use initiatives and market research, SEMA works to support the businesses and enthusiasts who power the industry forward.

The 2026 SEMA Show takes place November 3-6 in Las Vegas. Ready to put your brand at the center of the truck and off-road market? Explore opportunities and reserve booth space at the Truck and Off-Road page, or visit the application directly below.

Questions? Read this article or contact SEMA at 240-ASK-SEMA (240-275-7362) or via email at customercare@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 opens on May 4th; to sign up for notifications, visit here. For more information, visit semashow.com. 

By SEMA News Editors

Malco Automotive and Holley Performance Brands

Holley High-Performance Car Care

Malco Automotive has partnered with Holley Performance Brands to launch Holley High-Performance Car Care, a line of professional-grade detailing products engineered to clean, protect and enhance vehicle appearance, according to the manufacturer. The product debuted at LS Fest West in Las Vegas, Nevada.

malcoautomotive.com

By Ashley Reyes

The SEMA Professional Restylers Organization (PRO) is now accepting applications for the PRO Cup Challenge, the aftermarket industry's premier competition for automotive restylers whose creativity, craftsmanship and passion drive the automotive customization market.
 

Culminating at the 2026 SEMA Show, November 3-6, the PRO Cup Challenge will present six automotive restylers the opportunity to showcase their builds at the PRO booth #50237 in the Las Vegas Convention Center West Hall. The challenge: design and execute an accessory package for a new-model vehicle that can be installed in fewer than 50 hours and with a total cost not to exceed $14,500.
 

By placing real-world constraints on time and budget, the competition highlights the value of developing repeatable, scalable packages rather than one-off show vehicles. 
 

"The PRO Cup Challenge empowers restylers to demonstrate what's possible when creativity meets real-world constraints," said PRO Council Director Denise Waddingham. "More importantly, it creates an opportunity for restylers, manufacturers and dealers to work together to show how thoughtfully designed upgrades can meet consumer demand while remaining profitable and easy to reproduce."
 

A Platform for Industry Recognition
 

At the Show, a panel of industry expert judges will select the PRO Cup Challenge winner based on vehicle marketability, ease of reproduction, creativity and profitability. Showgoers can also vote for their favorite build, recognizing it with the People's Choice Award. The competition will culminate on Wednesday, where the winner of both awards will be announced at the PRO Booth Happy Hour.
 

Beyond the recognition earned on the SEMA Show floor, the PRO Cup Challenge serves as a launch pad for business growth and professional connections. Participants gain visibility across SEMA channels, meet other restylers whom they can connect with and learn from, and collaborate with accessory manufacturers and dealers on market-ready builds that drive sales and profits.  
 

Boost Your Brand and Your Build. Apply Today.
 

The PRO Cup Challenge is open to current PRO members, as well as SEMA member companies in automotive restyling that are eligible to join PRO. For more information or to apply for the competition, visit www.semapcc.com. The deadline to enter is July 24. 

From the SEMA Washington, D.C., office

The U.S. Bureau of Land Management (BLM) issued a final rulemaking that repeals the 2024 Public Lands Rule, signaling a major shift in the federal government's approach to public land management. According to the U.S. Department of the Interior and BLM, the rollback is intended to restore a more traditional "multiple-use" framework for managing public lands across the West.
 

• ORBA and SEMA strongly support the BLM's decision to back a new federal proposal to repeal a Biden Administration-era policy that threatened recreational access to millions of acres of public lands.
   

The original 2024 rule--formally known as the Conservation and Landscape Health Rule--generated significant concern throughout the off-road recreation community because it expanded conservation leasing and mitigation mechanisms on public lands while elevating conservation as a standalone land use within BLM policy.
 

From the beginning, ORBA, SEMA and many other groups across the recreation, agricultural, motorsports and public lands communities questioned whether the rule shifted the balance Congress intended under the Federal Land Policy and Management Act (FLPMA), where public lands are managed for multiple uses, including recreation, conservation, grazing, energy production and public access together.
 

In announcing the proposed repeal, the Department of the Interior stated that the 2024 rule created regulatory uncertainty and added planning and permitting burdens that could impact recreation, grazing, timber, energy and other traditional public land uses.
 

For the off-road community, this is a significant development, but the broader conversation around public-land access and management is far from over.
 

Many of the issues affecting motorized recreation occur at the local level through travel management plans, route designations, land-use amendments and project-specific decisions. Those processes will continue regardless of what happens with the national rule itself.
 

ORBA and SEMA will continue to follow the repeal process and engage on issues that directly affect responsible motorized recreation, public access and the businesses and communities connected to the off-road industry.
 

As always, long-term access depends on staying engaged, participating in public processes and continuing to demonstrate that responsible recreation and stewardship can coexist on America's public lands.

Image courtesy of Shutterstock | Roman Chekhovskoi

From the SEMA Washington, D.C., office

The U.S. Bureau of Land Management (BLM) issued a final rulemaking that repeals the 2024 Public Lands Rule, signaling a major shift in the federal government's approach to public land management. According to the U.S. Department of the Interior and BLM, the rollback is intended to restore a more traditional "multiple-use" framework for managing public lands across the West.
 

• ORBA and SEMA strongly support the BLM's decision to back a new federal proposal to repeal a Biden Administration-era policy that threatened recreational access to millions of acres of public lands.
   

The original 2024 rule--formally known as the Conservation and Landscape Health Rule--generated significant concern throughout the off-road recreation community because it expanded conservation leasing and mitigation mechanisms on public lands while elevating conservation as a standalone land use within BLM policy.
 

From the beginning, ORBA, SEMA and many other groups across the recreation, agricultural, motorsports and public lands communities questioned whether the rule shifted the balance Congress intended under the Federal Land Policy and Management Act (FLPMA), where public lands are managed for multiple uses, including recreation, conservation, grazing, energy production and public access together.
 

In announcing the proposed repeal, the Department of the Interior stated that the 2024 rule created regulatory uncertainty and added planning and permitting burdens that could impact recreation, grazing, timber, energy and other traditional public land uses.
 

For the off-road community, this is a significant development, but the broader conversation around public-land access and management is far from over.
 

Many of the issues affecting motorized recreation occur at the local level through travel management plans, route designations, land-use amendments and project-specific decisions. Those processes will continue regardless of what happens with the national rule itself.
 

ORBA and SEMA will continue to follow the repeal process and engage on issues that directly affect responsible motorized recreation, public access and the businesses and communities connected to the off-road industry.
 

As always, long-term access depends on staying engaged, participating in public processes and continuing to demonstrate that responsible recreation and stewardship can coexist on America's public lands.

Image courtesy of Shutterstock | Roman Chekhovskoi