From the SEMA Washington, D.C., office

SEMA's national effort to protect the ability to modify and customize vehicles with Advanced Driver Assistance Systems (ADAS) took a major step forward this week, as the U.S. House Energy and Commerce Subcommittee on Commerce, Manufacturing, and Trade passed the bipartisan ADAS Functionality and Integrity Act (HR 6688). The SEMA-supported bill passed the subcommittee via voice vote, marking significant progress toward ensuring that the specialty automotive aftermarket and vehicle owners have the information they need to modify and customize vehicles with advanced safety features. 

The ADAS Functionality and Integrity Act, sponsored by Rep. Diana Harshbarger (R-TN) and cosponsored by Rep. Gabe Vasquez (D-NM), Rep. Jay Obernolte (R-CA), and Rep. Norma Torres (D-CA), would ensure that aftermarket businesses have the information needed to properly calibrate ADAS after vehicles are modified or customized. 

• It's important that your lawmakers hear directly from you about the importance of the ADAS Functionality and Integrity Act. Click here to send a letter to your U.S. House member.  

As the bill moves through the Energy and Commerce Committee and the U.S. House of Representatives, it is essential that lawmakers continue to hear from aftermarket businesses, technicians and enthusiasts about the real-world impacts of ADAS policies. The creation of clear, balanced guidelines will help ensure that vehicles remain safe while preserving the ability to modify vehicles to suit each individual's needs and circumstances with the best the aftermarket has to offer. 

BACKGROUND 

As ADAS features become increasingly offered in new vehicles, they present both opportunities and challenges for vehicle owners and aftermarket businesses that modify vehicles in common ways, such as installing a wrap, an aftermarket bumper or winch, a bike rack, lifting a vehicle or installing larger tires. ADAS technologies, such as automatic emergency braking, lane-keep assist, lane-departure warning and forward-collision warning, add complexity when vehicles are repaired or modified. HR 6688 takes a pragmatic approach by directing the National Highway Traffic Safety Administration (NHTSA) to work with automakers, the aftermarket, dealers and automotive stakeholders to establish guidelines for ADAS calibration, modification tolerances and validation testing. The goal is a landscape where vehicles can be safely modified without compromising the performance of critical safety systems. 

For the vehicle owners who are the lifeblood of the automotive aftermarket, this bill is especially significant. It recognizes the important role of aftermarket businesses in customizing and upgrading vehicles and seeks to ensure that independent technicians, parts manufacturers and vehicle owners have clear, workable standards to follow when modifying vehicles in a way that may impact ADAS performance. By creating consistent federal guidance, the bill helps avoid a patchwork of rules that could restrict innovation, limit consumer choice, or unfairly advantage vehicle manufacturers and affiliated service providers. 

Currently, there are no standards to properly calibrate the sensors and cameras that support ADAS features after a vehicle has been customized or modified. HR 6688 addresses this gap by requiring NHTSA to establish guidelines for model-year-'28-and-later vehicles that include modification ranges and tolerances that maintain proper calibration of ADAS. The bill also requires NHTSA to create guidelines that establish ADAS test procedures so that automotive businesses can properly test and validate that vehicle systems have been properly calibrated. 

Instead of forcing vehicle owners and aftermarket businesses to guess whether vehicle safety systems are fully operational following modifications, the information provided via HR 6688 would instead enable the aftermarket to answer the question, "Do these ADAS systems continue to operate as intended?"

Equally important, HR 6688 is bipartisan; the bill reflects growing consensus that safety and consumer freedoms are not mutually exclusive. Federal policy must encourage technological advancement while preserving the vibrant aftermarket ecosystem that supports millions of jobs and billions in economic activity. 

Image courtesy of Shutterstock | metamorworks

By SEMA News Editors

Avery Dennison Promotes Bethany Nock to General Manager, Graphics Solutions North America

Avery Dennison has promoted Bethany Nock to general manager, graphics solutions North America.

Nock replaces Abby Monnot who has moved to a new position within Avery Dennison Materials Group North America, as vice president of marketing for the labels and packaging materials division.

Nock will have P&L responsibility for the graphics North America business and will focus on driving top and bottom-line growth. She will lead graphics business strategies, which include driving operational excellence, innovation and customer-centric solutions; accelerating growth in key segments; expanding business in adjacent channels; and strengthening customer partnerships, particularly within the automotive and architecture segments. She will also facilitate sustainable solutions and digitization.

"I am delighted Bethany is joining our North America materials group leadership team," said Ryan Yost, president, materials group North America, Avery Dennison. "She brings deep industry experience, a history of impactful innovations and a long track record of success. Her leadership will be appreciated by both our internal team and our customers."

Nock joined Avery Dennison in 2021 as product manager for rigid films, label and graphics materials and moved to graphics solutions North America in 2022. Most recently, Bethany served as marketing director for graphics North America. Under her leadership, the team achieved targeted financial objectives and launched several impactful market-driven innovations.

Prior to Avery Dennison, Nock held marketing and product management roles with Henkel Consumer Adhesives, where she managed product launches for Duck Brand duct tape. She also led marketing strategy and product management of home medical devices and topical anesthetics at Invacare Corporation and Gebauer Company.

For more information, visit averydennison.com.

Velocity Names Tom Maxwell CRO of Classic Recreations

Restomod builder Velocity Restorations has announced that Tom Maxwell, who has served as chief revenue officer for the company for the past three years, has assumed the additional role of chief revenue officer at Classic Recreations. The expanded role reflects Velocity's continued growth and reinforces a unified, customer-focused approach and a bespoke purchasing process across both brands.

Maxwell brings more than 10 years of experience in the vehicle restoration and automotive industry. Since joining Velocity as CRO, Maxwell has overseen exponential growth in sales performance and vehicle production volume, helping guide the brand through a period of increased demand, company representatives said. Today, order books for both Velocity and Classic Recreations extend into 2027, underscoring the strength of their long-term trajectory.

In his expanded role, Maxwell will work directly with Classic Recreations customers to help ensure continuity and clarity as the brand moves forward. By engaging personally with customers who choose to continue their builds, Maxwell has already helped establish clear paths forward while maintaining the individualized experience central to the Classic Recreations brand.

"Tom has played a key role in Velocity's growth over the past three years," said Stuart Wilson, CEO of Velocity. "His ability to lead with transparency while keeping the customer experience front and center makes him uniquely qualified to support both Velocity and Classic Recreations as we continue to scale the brands."

"Both Velocity and Classic Recreations share a commitment to craftsmanship and delivering a world-class ownership experience," said Maxwell. "I'm proud of what we've built at Velocity and excited to help continue that same level of clarity and care with Classic Recreations."

For more information, velocityrestorations.com.

Dynamic Friction Company Now Available at Turn 14 Distribution

Turn 14 Distribution has added Dynamic Friction Company (DFC) to its catalog of available brake components, offering replacement solutions that deliver exceptional value for cars, trucks and SUVs.

DFC offers OE-grade brake pads and friction components with a focus on daily-driven cars, trucks and SUVs, prioritizing consistent stopping power, long service life and smooth braking performance.

DFC's product lineup centers on OE-style and premium replacement brake pads engineered for reliability, reduced noise, and consistent friction across a wide range of driving conditions.

"Dynamic Friction Company brings OE-quality and performance with exceptional value to our braking category," said Wayne Howard, Divisional Purchasing Manager. "Their dedication to innovation, coupled with a product offering for a broad range of applications, makes them an excellent addition to the Turn 14 Distribution line card."

For more information, visit turn14.com.

By SEMA News Editors

Are you hunting for a new job? The SEMA Career Center has a comprehensive listing of automotive-related job openings nationwide. Below are some of the latest postings.

Canepa
Multiple roles, including Auto Salesperson in Scotts Valley, California
Canepa is seeking a salesperson to develop relationships with customers, assist them in finding the best vehicle and more.

Mishimoto
Senior Accountant in Garnet Valley, Pennsylvania
Mishimoto seeks a senior accountant to have direct functional responsibility of G/L Accounting while enhancing internal controls and policy compliance. 

Zeder Corporation
Whiteline Customer Service and Support Specialist in Ontario, California
Zeder seeks someone to fill its role that combines customer service excellence with technical automotive expertise, ensuring that inquiries are resolved promptly, accurately and professionally.

AWE
Catalog Manager in Horsham, Pennsylvania
AWE calls this a critical, independent contributor role responsible for strategically managing product data workflows, vehicle application updates and dealer data integration.

Feed image courtesy of Shutterstock | hedgehog94

By SEMA News Editors

The Small Tire Pro Stock drag racing series has welcomed Cleona, Pennsylvania-based G-Force Racing Transmissions as a sponsor for the 2026 season.

Owned and operated by Leonard Long, a multi-time NMCA Dart NA 10.5 champion and Small Tire Pro Stock racer, and his son Michael Long, the company offers manual transmissions for a variety of cars and combinations, including the GF2000 five-speed and G101A four-speed, as well as accessories to optimize their performance.

"As a racer myself, I always want to see racing series succeed, and I have a special connection to the Small Tire Pro Stock series since I have raced with many of these racers for a very long time," said Long, who also competes in Pro Stick and other series. "I want to see Small Tire Pro Stock succeed for years to come, and I am happy to be part of it."

For information about G-Force Racing Transmissions, visit getgforceparts.com.

Got racing industry news? Releasing a new product? Contact editors@performanceracing.com. Read more racing industry news on performanceracing.com/industry-news. 

By Ashley Reyes

SEMA members are invited to a timely discussion on tariffs impacting the aftermarket industry.

Hosted by the Wheel, Tire, Suspension & Brake Council (WTSBC), the virtual Coffee and Conversation will take place via Zoom on Thursday, March 5, 2026, at 9:00 a.m. PST/12:00 p.m. EST. 

WTSBC Coffee and Conversations are virtual events where members gather to network and exchange insights on industry challenges. This session will focus on current tariff developments and their impact on the aftermarket, United States government incentives and associated risks, and practical implications for manufacturing, sourcing and business planning. Leading the conversation will be experts Brock Crocker, regional sales manager at PAC Brake, and Naveen Kumar, vice president of supply chain at The Wheel Group.

As tariff policies continue to impact business costs and long-term planning, the Coffee and Conversation provides an opportunity to ask questions, engage in peer-to-peer learning, and gain timely insights to adapt to what’s next.

Join the conversation by registering here.

By Ashley Reyes

Strong communication is an essential career skill for any automotive aftermarket professional looking to move up in their career. When applied by those who use it, it leads to undeniable confidence in business situations, stronger relationships, and ideas that are met with willing cooperation from bosses and colleagues--leading to more effective, productive outcomes for the entire organization.

Build Communication Skills with FLN  

To help aftermarket professionals develop the skills needed to take their performance and leadership to the next level, the SEMA Future Leaders Network (FLN) is hosting its Professional Development Program (PDP), May 14–15, 2026, at the SEMA Garage in Detroit, Michigan,

Focused on communication principles drawn from the book "How to Win Friends and Influence People" by Dale Carnegie, the program is built for professionals who want to learn actionable strategies they can apply immediately to their careers. 

Through interactive workshops and peer discussions, attendees will practice and master addressing real workplace scenarios, including handling conflict, gaining influence, leading conversations and communicating with intent rather than emotion.  

Additionally, attendees will have the unique opportunity to learn alongside peers from across the automotive aftermarket. Unlike other professional development programs that cater to all industries, the PDP is designed for professionals who understand the pace, expectations and challenges of the industry. 

New for 2026: The program is now open to all SEMA members while offering FLN members a discounted registration cost. Seats are limited to the first 25 members who register.  

Learn more and secure a seat at sema.org/fln-pdp.

By SEMA News Editors

SEMA has issued a call for speakers for the 2026 SEMA Show, taking place in Las Vegas, November 3-6, 2026. Organizers are seeking experts who can facilitate new ideas, technologies and expertise at sessions that will help industry members take their businesses and careers to the next level.

Innovative thought leaders and dynamic presenters who can share new skills and ideas targeted to the automotive aftermarket are invited to apply at semashow.com/speakers.

The educational sessions are one of the key pillars of the SEMA Show, where thousands of industry professionals gather to learn new business strategies and best practices. The SEMA Show education program provides relevant, engaging and inspiring information on the industry's complex issues and topics.

Topics of focus for 2026 include:

• Aftermarket updates and future trends
• Emerging and executive leadership
• Legislative and regulatory
• Sales and marketing
• Small-business strategy
• Talent management
• Vehicle technology
• Industry segment-specific topics

Speaker proposals for the 2026 SEMA Show must be submitted by February 13, 2026, at semashow.com/speakers.

For more details, contact SEMA Senior Manager of Professional Development Gary Vigil at garyv@sema.org or 909-978-6738.

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 in Spring 2026; to sign up for notifications, visit here. For more information, visit semashow.com.

By Ashley Reyes

Valentine's Day may take the spotlight in February, but for the automotive aftermarket, it's an opportunity to reflect on a different kind of appreciation: recognizing the leaders who built the industry.  

Nominations are open for the SEMA Hall of Fame, which honors individuals whose creativity, dignity, integrity, industriousness and accomplishments have left a profound mark on the specialty-equipment market.

Most professionals can name at least one person who has positively impacted their segment of the industry. The SEMA Hall of Fame exists to honor the ones who meet the criteria: the nominee must be at least 50 years old, have made outstanding contributions on an international level for more than 10 years (15 preferred) and have conducted themselves with a high degree of integrity both within and outside of their career.  

Whether they pushed the boundaries of innovation, built a successful business, mentored future leaders or gave back through service and volunteerism, the SEMA Hall of Fame thanks them for the standards they set and the legacy they built. It ensures their story is documented and their influence is remembered.  

By submitting a nomination, you're helping recognize the people who devoted their careers to building the aftermarket and ensure their contributions are honored for generations to come. 

Don't miss your opportunity to pay tribute to those who built the industry. Nominate today at www.sema.org/hof.  

By Ashley Reyes

The SEMA Truck & Off-Road Alliance (TORA) named Greg Robinson, director of North American business development at Warrior Winches, as the council's newest spotlight member. Get to know Robinson in his interview with SEMA News below. 

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

Greg Robinson: My passion for motors and dirt started early. I learned to ride dirt bikes as a kid, and the thrill of off-road adventure has been a constant in my life ever since. At 16, I bought my first truck: a '92 Toyota Single Cab Pickup and immediately started dreaming up ways to customize it. That first trip to 4 Wheel Parts to quote out a lift kit, wheels and tires was just the beginning.

After returning from my last deployment to Iraq about a decade later, I treated myself to a brand-new Jeep Wrangler. I wasted no time bringing it to Fortec Custom Jeeps for a full makeover, and through that process, I built a great relationship with Andreas, the owner. One day, while picking up some floor mats, he offered me a job running sales for his store. I jumped at the opportunity, and that decision changed the course of my career.

Working at Fortec deepened my love for the off-road community. I built multiple Jeeps, connected with enthusiasts and realized I wanted to make an even bigger impact. That drive led me to the manufacturing side of the industry, where I joined ARB 4x4 as a regional sales manager.

Since then, I've held several roles across the industry, each one fueling my passion and expanding my perspective. Today, I'm excited to help grow a brand from the ground up in the off-road sector, continuing a journey that started with a love for dirt bikes and has become a lifelong commitment to the off-road lifestyle.

SN: Why did you join the TORA council?

GR: I joined the TORA council because I want to make a meaningful impact beyond the sales floor. The off-road lifestyle represents freedom, adventure and community--values I deeply cherish. However, preserving this way of life requires active effort and advocacy from all of us.

As access to off-road trails and locations continues to shrink, it's more important than ever to stand up for our community's future. I want my son and the next generation to experience the same sense of freedom and camaraderie that I've enjoyed. By volunteering with the TORA council, I hope to help protect and advance access to these spaces, ensuring that off-roading remains a vibrant and accessible lifestyle for years to come.

SN: What's the best piece of advice you've ever been given?

GR: The best piece of advice I've ever received is: "Focus on what you can control and don't waste energy on what you can't."

This simple idea has helped me stay grounded, especially when facing challenges or uncertainty. It reminds me to put my energy into actions and decisions that make a real difference, rather than getting distracted or frustrated by things outside my influence. Whether in business or in life, this mindset has helped me stay positive, productive and resilient.

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

GR: My dream off-road build would be a purpose-built rock crawler--think a stretched Jeep TJ/LJ or custom buggy--running one-ton axles, an Atlas transfer case, 40-in. tires and all the armor and suspension needed to tackle the most technical trails out there. For me, it's all about pushing the limits of what's possible and building something that can handle anything the terrain throws at it.

My daily driver is a '22 Toyota Tundra TRD Pro with Old Man Emu Suspension and 37s.

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

Generative AI is shaping how businesses communicate with customers, manage workflows and make decisions; however, many automotive aftermarket professionals are still seeking clarity on how to best apply these tools in ways that benefit their business. 

On Tuesday, February 10, at 12:00 p.m. PST/3:00 p.m. EST, the virtual education session "AI for Beginners--Session 1: Understanding the Basics and Building Confidence," will help aftermarket professionals demystify what AI does well, where it struggles, and how it applies to both small shops and large manufacturing teams. Attendees will gain basic skills for writing effective prompts, explore beginner-friendly tools and see real-world aftermarket applications that can save time, boost productivity and spark new ideas.

Following the webinar, attendees will: 

• Understand what AI is (and isn't) in an aftermarket context.
• Know where AI tools are most effective and where they fall short.
• Have foundational skills in writing simple, effective prompts that generate useful results.
• Be familiar with starter use cases for small businesses (customer communication, invoicing, marketing) and manufacturers (trend analysis, process optimization, documentation).
• Have the confidence to explore AI without needing technical expertise.
• Be aware of high-level data risks.  

This session will be moderated by Kelleigh Shankel, technology and operations executive and founder at Limelight Logic, and feature panelists Annette Bauer, founder and creative director of motorsports marketing and photography at Annette Bauer Creative; Gwen Hawver, founder and CEO at Vision Interface; Lauren McCullough, founder and CEO at Tromml; and Amanda Van Den Elzen, founder at Racer on Demand LLC.

If AI feels important but overwhelming, this session will give you a clear, practical starting point. Register here and gain the foundational knowledge you need to work smarter, make better decisions and stay competitive as AI becomes more common across the industry.