Thu, 09/18/2025 - 13:12

From the SEMA Washington, D.C., office

Tariffs

 

The United States tariff landscape continues its steady evolution under the Trump Administration. Here are the latest developments, including details on specialty-equipment-industry impacts of trade agreements with Japan and the United Kingdom, as well as the latest opening of the Section 232 steel and aluminum tariff inclusions process

Commerce Tariff Inclusion Process for Steel and Aluminum Derivative Items 

The U.S. Department of Commerce on September 15 opened the process for the next round of inclusions under the steel and aluminum Section 232 tariffs, which will close on September 29, 2025. Companies that import products containing any amount of steel or aluminum and that are not currently subject to the steel and aluminum tariffs should monitor the process. 

  • The process is not an exclusion mechanism. Rather, it is a means to expand tariff coverage, which could have direct impacts on specialty aftermarket parts and components that contain derivative steel or aluminum elements, such as brackets, fittings or heat exchangers. If those derivative products are subject to the 50% steel and aluminum tariffs, which are applied on the percentage of steel and aluminum that comprises the product, costs could rise significantly. However, it's important to note that products covered by automotive tariffs aren't subject to 232 tariffs. Monitoring submissions during this window and participating in the public comment process may be important steps to protect supply chains. 

Following this two-week submission window, during which interested parties can request additions to products covered by the tariffs, Commerce will publish the requests and allow public comment for 14 days (expected to take place between September 30 and October 14).  

  • Click here to learn more about how the Commerce Department is allowing parties to request that products containing steel and aluminum can be added to the list of derivative articles subject to the tariffs.  

During the final step of the process, Commerce will review all submissions and comments before determining whether any articles should be added to the list of derivative articles. Commerce has 60 days from the submission of the requests to decide on derivative items whose steel and aluminum content will be subject to tariffs.  

The Commerce Department previously added 407 tariff subheadings to the list of derivative articles subject to the tariffs in August. 

  • Click here to see  SEMA's recent article on which products were included. 

Increased Market Access to Japan 

The U.S.-Japan trade agreement, concluded this summer and implemented earlier this month, makes notable changes for autos and auto parts. Under the deal, tariffs on Japanese autos and parts are being reduced from 25%, to 15%. The reduction took effect within a week of the executive order's publication and applies retroactively to August 7, meaning importers may be eligible for refunds on qualifying shipments.  

In addition to the rate change, the agreement establishes a reciprocal tariff framework in which Japanese imports are generally subject to a 15% duty unless their baseline tariff rate is already at or above that level. Japan committed to a $550 billion investment program across strategic United States sectors and agreed to regulatory adjustments, including recognition of United States safety standards for vehicles. Recognizing American safety standards is a huge step forward in the industry. For decades, Japanese safety standards were more stringent than some of its international trading partners, so the agreement with the United States marks a seminal moment in international trade. Now, American autos--and by proxy aftermarket performance parts--will have access to a new market with high demand.  

  • For aftermarket businesses, this means Japan-sourced components are now more competitive in American markets, though duties remain in place.  

Reciprocal Trade with the United Kingdom 

A parallel arrangement with the United Kingdom (U.K.), known as the Economic Prosperity Deal, also reshapes trade flows. U.K.-manufactured vehicles exported to the United States now face a reduced tariff of 10% (down from 27.5%) for up to 100,000 vehicles annually. Parts produced in the U.K. for use in these vehicles benefit from the same 10% tariff.  

  • For the aftermarket, this provides a measure of relief. Steel and aluminum remain a sticking point: while U.K. exports are excluded from the recent escalation of Section 232 tariffs to 50%, they remain subject to the longstanding 25% rate. Aftermarket businesses sourcing components or raw materials from the U.K. will need to keep a close watch on quota thresholds and the outcome of ongoing steel and aluminum discussions. 

Looking Ahead 

Although the outlines of these trade deals are now clear, various unresolved issues linger. The implementation details of the Japan agreement, including refund procedures through U.S. Customs and Border Protection, are still being clarified. The U.K. agreement hinges on the 100,000-vehicle quota, meaning costs could rise once the threshold is exceeded.  

  • The inclusions process under Section 232 introduces a new element of uncertainty as stakeholders petition to add products to the tariff scope. For the specialty automotive aftermarket, the practical implications will come down to classification, sourcing and documentation. Companies and importers should review their inventory to determine which components are affected, ensure recordkeeping is strong enough to take advantage of lower duty rates or refunds and consider long-term supply chain realignment. 

Questions? Contact Juan Mejia, SEMA senior manager for federal government affairs, at juanm@sema.org

Image courtesy of Shutterstock

Thu, 09/18/2025 - 12:33

Story and photos by Andreas Conradt, Automedia

Spy photographers have once again caught an upcoming vehicle undergoing testing, giving an early glimpse at what's to come before its official debut.

Porsche 911 to Get Slantnose Variant
Porsche 911 Slantnose

 

Porsche 911 Falchbau--German for "Slantnose"--refers to extremely rare and sought-after Porsche models with a flat-front design. The original flat-nose 911 was a rare special option that the German manufacturer offered in the '80s as a conversion variant for the flagship 911 Turbo. Its aerodynamic design with pop-up headlights was based on the 935 racing model, which dominated endurance racing for years.

In total, just more than 900 vehicles were modified at the factory, with a few subsequent conversions. In 2019, Porsche presented its last flat-body model, the 935, which was limited to 77 units and intended for track-use only.

Porsche 911 Slantnose

 

But now, the Slantnose models seem to be back on the menu, as Porsche has registered the model names 'Flachbau' and 'Flachbau RS' with the European Patent Office. The registrations were made on May 14 and refer to class 12, which authorises use on vehicles and vehicle parts.

Recently, SEMA News sources stationed at the German Nürburgring caught a prototype that appears to be a test mule for such a 911 Slantnose, likely in RS guise. It's based around the 991 platform, but will likely morph into a 992.2 once getting closer to launch, according to insiders.

Extremely limited special editions of the 911 are conceivable under the Flachbau/Flachbau RS title. Porsche had already announced that it would be producing further small series of the classic model for collectors. The 911 Spirit 70 was recently unveiled as the third of four planned 911 special models in the limited edition 'Porsche Heritage Design' series. Will the Slantnose version be number four?

Porsche 911 Slantnose

 

Audi Prepares Next-Generation RS6 Avant
Audi RS6 Avant

 

Audi is preparing a new generation of its high-performance wagon, the RS6 Avant, to compete directly with the BMW M5 Touring, according to insiders.

Prototypes of the upcoming RS6 Avant have been spotted multiple times in recent months and were recently seen again at the Nürburgring and on surrounding roads. Wrapped in full camouflage, the vehicle caught appears to be close to production, featuring final-spec lighting units and front and rear bumpers.

Design changes are expected to be subtle, with the RS6 Avant retaining the aggressive styling typical of Audi Sport models, including the dual oval exhaust outlets. Underneath, the chassis has been upgraded compared with the standard new-generation A6, which recently entered production in Neckarsulm, Germany, sharing its platform with the third-generation Q5.

Audi RS6 Avant

 

Audi has also confirmed that the model will continue to be called the RS6 Avant, despite earlier reports suggesting it could be renamed the RS7 Avant. The company considered introducing a new naming convention – odd numbers for internal-combustion models and even numbers for electric vehicles – but ultimately abandoned the plan following customer confusion. The recently launched A5, which replaced the A4 (B9), remains the only exception.

The current RS6 Avant Performance, sold as a '26 model, produces 621 hp from a 4.0L twin-turbo V8. The next-generation RS6 Avant is expected to adopt a plug-in hybrid V6 powertrain, with combined output projected to exceed 725 hp.

The new Audi RS6 Avant is expected to debut as a '27 model.

Audi RS6 Avant

 

Mercedes-Benz EQS SUV Facelift Coming for 2026
Mercedes-Benz EQS

 

The Mercedes-Benz EQS SUV is getting a mid-cycle update that promises more than just cosmetic tweaks, according to SEMA News sources.

Spotted near the German manufacturer's development center, the camouflaged prototype reveals a reworked grille and hints at redesigned side intakes on the bumper, likely to improve front-brake cooling. The most noticeable change is a fresh set of headlights featuring three-pointed-star daytime running lights.

At the rear, the SUV still carries over its current taillights, but with a 2026 debut for the '27 model year, updated light clusters seem likely. The reshaped rear bumper, on the other hand, is already confirmed.

Inside, the big story will be the adoption of MB.OS, Mercedes-Benz’s next-generation infotainment platform. First launched on the all-new CLA Sedan and Shooting Brake, MB.OS builds on the system in the '24 E-Class, using a chip-to-cloud architecture that expands automated driving capabilities.

Mercedes-Benz EQS

 

Underneath, rumors suggest a shift to the latest eATS 2.0 electric drive units--also known as MB.EDU 2.0. This highly integrated setup, used in the CLA, places a motor on the rear axle paired with a two-speed gearbox, improving both acceleration and efficiency compared with single-speed designs. Audi and Porsche already use similar systems in the e-tron GT and Taycan.

The facelifted EQS SUV is also expected to adopt CLA-derived battery technology, sources said, moving to an 800-volt architecture. Beyond enabling faster DC charging, 800 volts reduces resistive losses, improves efficiency and allows thinner, lighter cabling thanks to lower current demands.

Silicon carbide inverters are also on the table, offering better thermal performance, higher power density and quicker charging than traditional silicon-based units. Mercedes may even rebrand its EVA2 platform as EVA2M, with the EQE lineup benefiting from the same upgrades.

Mercedes-Benz EQS

 

Thu, 09/18/2025 - 12:17

By SEMA News Editors

SEMA Industry Honors Thursday Nov 6 2025 FontaineBleau


One night. One stage. The biggest names in the automotive aftermarket--only at the 2025 SEMA Industry Honors event in Las Vegas.

On Thursday, November 6, the 2025 SEMA Industry Honors takes over the BleauLive Theater at the Fontainebleau Las Vegas for an unforgettable night celebrating the people and brands driving the industry forward. From Content Creator of the Year to Person of the Year and even more on-stage honors, this event is where SEMA's spotlight shines brightest.

Kick off the evening alongside industry titans, game-changers and visionaries with a cocktail reception at 6:00 p.m. PST, take in the awards ceremony at 7:00 p.m. PST, then keep the celebration going at an exclusive after-party with live music, hors d'oeuvres and an open bar for ticketed guests.

Tickets are just $30 until Saturday, September 27. After that, they jump to $50. Seats are limited, so reserve your seat today.

Visit SEMAShow.com/Honors or click below to learn more and purchase tickets.

Reserve Your Seat for SEMA Industry Honors Thursday Nov 6 2025 FontaineBleau

2025 SEMA Industry Honors Details:

  • BleauLive Theater, Fontainebleau Las Vegas
  • Thursday, November 6 
  • 6:00 p.m. PST Reception | 7:00 p.m. PST Awards Ceremony 
  • Tickets: $30 before September 27 | $50 after; includes hors d'oeuvres and access to open bar.
Thu, 09/18/2025 - 11:34

By SEMA News Editors

Products for Project Vehicles

 

Exhibitors of the 2025 SEMA Show, November 4-7, Las Vegas, are offering products, parts and services for builders working on vehicles set for display at the SEMA Show this year.

The Products for Project-Vehicle Builders list is designed for builders looking to collaborate and seek product offers straight from confirmed SEMA Show exhibitors.

Qualified builders interested in obtaining a product should contact exhibitors directly with the provided contact information. All product-placement decisions, negotiations and agreements are the responsibility of the exhibiting manufacturer and the builder, with each project vehicle on display at the SEMA Show required to be supported by a current 2025 SEMA Show exhibitor.

The list is open to exhibitors of the 2025 SEMA Show only. To be included in the list, complete the form at semashow.com/projectvehicle.

Qualified builders are encouraged to frequently check the 2025 Products for Project-Vehicle Builders list, as it is updated when submissions come in.


Note: Submissions appear on a first-come, first-served basis. The Project-Vehicle Builders form must be used by exhibitors to participate in the program; email submissions will not be included in the list. Participation in the list does not guarantee product or vehicle placement at the 2025 SEMA Show. It is the responsibility of the exhibitor to confirm the builder is affiliated with and working on a vehicle that will be on display at the SEMA Show. For more information about the list, contact Laura Pitts at projectvehicles@sema.org.

Thu, 09/18/2025 - 08:46

By Ashley Reyes

SEMA MPMC Awards

 

The SEMA Motorsports Parts Manufacturers Council (MPMC) is now accepting nominations for its Hall of Fame and Robert E. Petersen Media Award--two of the most prestigious honors in aftermarket motorsports. These awards recognize the individuals whose leadership, innovation and influence have accelerated the future of the motorsports industry. Nominate here.  

MPMC Hall of Fame 

Presented at the PRI Show in Indianapolis, December 11-13, the Hall of Fame honors individuals who have made a lasting impact on motorsports parts manufacturing and/or the MPMC. Nominees should demonstrate unparalleled leadership and achievement, with a career spanning more than 10 years in the industry. Eligible nominees must be current or past employees of an MPMC member company and have made contributions to the growth and advancement of the motorsports parts market. 

Robert E. Petersen Media Award 

Presented at the MPMC Media Trade Conference, in Anaheim, California, in January 2026, the Robert E. Petersen Media Award honors a member of the media--whether in print, online or broadcast--who has made a significant contribution to the motorsports industry. Honorees must be active journalists whose published work positively supports the industry while showcasing their ongoing commitment to telling the stories that move motorsports forward.  

Why Your Nomination Matters 

Submitting a nomination gives leaders and storytellers in the motorsports industry an opportunity to gain the recognition they deserve. By honoring their contributions, MPMC can highlight the great work being done by its members, inspire others to follow in their footsteps and celebrate the enthusiasm and passion that drives the motorsports community. 

Don't miss this chance to shine a light on a deserving member. Nominate here today or click below.

NOMINATE HERE button for SEMA MPMC awards 2025

 

Thu, 09/18/2025 - 08:05

By Ashley Reyes

ETTN PEMS Webinar


Automotive professionals looking to streamline product development and strengthen emissions compliance efforts are invited to join an upcoming SEMA webinar on Tuesday, September 23. The session will introduce how Portable Emissions Measurement Systems (PEMS) can help companies validate products in-house before committing to costly lab testing.

The SEMA Emerging Trends & Technology Network (ETTN) webinar, "Validating the Aftermarket: PEMS in Action," is happening soon.  

SEMA members are invited to join the session from 1:00 p.m. PDT/4:00 p.m. EDT to learn how the PEMS can help aftermarket manufacturers review tailpipe emissions in-house, make updates and build confidence in their products before costly lab testing. 

During the webinar, attendees will learn how PEMS: 

  • Supports self-testing (or guided testing) to ensure emissions compliance 
  • Improves product-development efficiency 
  • Provides pricing and timing insights, offering a cost-effective solution before entering the emissions lab 

Panelists include Dr. Alberto Ayala, executive director and air pollution control officer, Sacramento Metropolitan AQMD, and Matthew Barry, general manager, Europe, 3DATX.  

This session is a unique opportunity for SEMA members to see how PEMS can streamline product development and build confidence in aftermarket products. 

Secure your spot here or click below. 

Reserve Your Seat button for webinar ETTN
Thu, 09/18/2025 - 07:43

By Ashley Reyes

Ice Cream Cruise


Emerging professionals in the automotive industry are invited to connect with peers and grow their network at an upcoming SEMA-hosted meetup on Saturday, September 27, at the I-29 Speedway in Pacific Junction, Iowa. The casual afternoon gathering will offer refreshments, conversations and insights into resources available to help the next generation of leaders succeed.

The countdown is on! The SEMA Future Leaders Network (FLN) is just days away from hosting its social networking event during the Ice Cream Cruise at the I-29 Speedway in Pacific Junction, Iowa.  

Happening from 1:00 p.m. to 3:00 p.m. CDT, the networking event offers young professionals in the automotive aftermarket a great opportunity to connect, share ideas and grow their network at the Midwest's most exciting race track and car show. 

Attendees will enjoy light refreshments, meet fellow industry professionals and hear from FLN leaders about the network, its member resources and how to get more involved.  

FLN membership is open to industry professionals under the age of 40 who work for a SEMA member company. If this sounds like you, don't miss this chance to stop by for engaging conversations, light refreshments and community.  

RSVP here today or click below.

RSVP HERE button for Ice Cream Cruise social event SEMA

To learn more about the SEMA Future Leaders Network (FLN), visit sema.org/fln

Thu, 09/18/2025 - 07:09

By Ashley Reyes

SBN General Membership Meeting


SEMA invites women working in any corner of the automotive industry to join an upcoming virtual event on Tuesday, September 23, for an inside look at the tools, programs and community designed to help women accelerate their careers in the specialty-equipment market.

The SEMA Businesswomen's Network (SBN) virtual General Membership Meeting, will take place on via Zoom on Tuesday, September 23, at 12:00 p.m. PDT/3:00 p.m. EDT. 

Whether you're already an SBN member or curious about joining, this meeting is your chance to connect, learn and discover resources designed to help women succeed in the automotive specialty-equipment industry.  

Select committee leaders will share updates about networking events, volunteer opportunities, recognition programs and webinars designed to support members' professional growth. Exciting details will also be shared about the SBN Booth at the 2025 SEMA Show, as well as additional opportunities to connect with SBN at the Show. 

SBN membership is free and open to all women employed by a SEMA member company. If this sounds like you, don't miss your chance to level up your career and network by attending the meeting.   

Save your spot here or click below.

Reserve Your Seat button for SBN General Membership Meeting Sept 23 virtual

To learn more about SBN, visit sema.org/sbn.

Tue, 09/16/2025 - 14:06

By SEMA News Editors

SEMA Show attendee conducting a product demo at the SEMA Show

 

The 2025 SEMA Show, November 4–7 in Las Vegas, is the world's largest automotive aftermarket trade event where innovation, education and opportunity converge across the Las Vegas Convention Center and outdoor exhibits. The Show is so massive in scope that no single person can see it all. That's why bringing more of your employees and colleagues is one of the smartest ways to maximize your four days at SEMA. A well-prepared team can cover more ground, discover more products and turn every conversation into a potential advantage for your business.

1. Define Your Team's "Why"

Every business attends the SEMA Show with specific goals. Are you looking to expand product offerings? Strengthen supplier relationships? Find new tools for your shop? By defining your "why" and aligning your team with those objectives, you'll make each person's time on the Show floor more impactful.

2. Conversations That Count

On average, one person can realistically have about 200 quality conversations during Show week. That means every interaction matters. Think of it as a "connection chain":

  • 10-second glance → Spot something new that catches your eye.
  • 1-minute pause → Ask a quick question and get a fast insight.
  • 5-minute chat → Dive deeper into a product or solution that could fit your business.
  • 30-minute sit-down → Reserve time for meaningful discussions that can shape partnerships or purchasing decisions.
3. Put People in the Right Places

Just as you'd assign roles in your shop or office, assigning roles at the SEMA Show ensures nothing gets missed. Quick communicators are ideal for scanning new products and handling fast interactions, or the 10-second glances and one- to five-minute chats. Managers or decision-makers can oversee 30-minute sit-down meetings with suppliers and partners. Matching skills to responsibilities allows your team to move faster and engage more effectively.

4. Avoid Missed Opportunities

The size of the SEMA Show can be overwhelming, but a well-staffed team ensures you won't miss critical products, new contacts, or industry insights. Divide and conquer: assign sections of the Show floor, educational sessions, and networking events so your business comes away with a comprehensive picture.

5. Measure What Matters

Success at the SEMA Show isn't about how many booths you pass--it's about the meaningful connections and insights you bring home to your business. Encourage your team to track leads, conversations and product finds, then prioritize follow-up after returning from Las Vegas. High-value opportunities should be acted on immediately, while other discoveries may develop over weeks or months.

6. An Investment in Growth

Bringing your employees to the 2025 SEMA Show isn't just about seeing more products--it's about giving your business a competitive edge. When your team is on the ground in Las Vegas, they gain firsthand product knowledge, connect with suppliers face-to-face, and return home with insights that can immediately impact your bottom line.

With so much happening across the Show floor, education sessions, and networking events, no single person can experience it all. That's why registering more of your team members ensures you maximize your four days at the SEMA Show and bring back the kind of knowledge, relationships and opportunities that fuel long-term success.

👉 Make sure your employees are registered today so your business doesn't miss out. Register here or click below. Need help registering your team members? We are here to help. Just call 508-743-8571, Monday–Friday 9:00 a.m.–5:00 p.m. ET, or email AAPEXSEMA@maritz.com

REGISTER HERE button for SEMA attendee story

Online registration for qualified professional attendees is only $75 per registrant. Register soon, because on Saturday, September 27, registration both online and on-site will be $100. 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. Attendees: Don't forget to use the attendee registration resource center to prep for the 2025 SEMA Show. Learn more here.

Hotel reservations, including for several new properties in Las Vegas, are available at the guaranteed lowest rates exclusively for Show attendees through SEMA's official hotel provider, onPeak.

For more information about the 2025 SEMA Show, visit semashow.com. Sign up for updates on SEMA Fest at semafest.com.

For questions and SEMA Show registration assistance, call 508-743-8571, Monday–Friday 9:00 a.m.–5:00 p.m. ET, or email AAPEXSEMA@maritz.com. 

Tue, 09/16/2025 - 14:01

By Bryon Dorr

Overland content creator Dan Grec

From Africa to Argentina, content creator Dan Grec evaluates products in real life, making trusted recommendations to his followers.

 

Overland content creators are storytellers who inspire, inform and influence. From dusty trails to remote campsites, they test gear in the wild, create aspirational content and connect brands and real-world consumers. But how do these relationships actually work--and what separates genuine ROI from wasted sponsorship dollars?

In the past 14 years that I've been involved in the overland community, it has evolved from a niche hobby to a robust lifestyle industry. With that growth, the role of content creators has changed as well. These days, influencers aren't just sharing photos of campfires, remote trails and fancy rigs. They're building multi-platform media businesses that can influence thousands--and sometimes millions--of potential buyers.

As more brands invest in the overland industry, the questions become sharper: Who's worth partnering with? What makes an influencer credible? And how do you ensure that exposure actually drives sales?

Veteran overland explorers like Dan Grec demonstrate that trust-based, long-term brand partnerships deliver real value. Companies like RIGID Industries and RealTruck rely on authentic, in-the-field exposure to build brand awareness in the overland community. Small companies in the overland space, like STEP 22 Gear, lean on results-driven affiliate models to filter out hobbyists from professionals. Industry PR agencies such as JP+CO use the power of niche voices and the strength of community credibility to drive sales and brand awareness for their clients.

 

Authenticity Over Ads

Everyone I spoke with on this topic agrees: authentic stories and genuine usage by trusted community members resonate far more than polished ads ever can.

"Over time, we have built long-term relationships and collaborated with various content creators, including those in the overland space who have provided authentic and relatable content for our community," says Lee Riser, vice president of marketing at RealTruck. "These ambassadors provide trustworthy reviews and demos of RealTruck products that highlight real-world applications in an authentic way while allowing us to reach broader communities, driving lasting impact beyond engagement."

"Influencer" has become a catch-all term for all paid content creators and often carries a negative connotation. While that view is well-earned, many content creators provide impressive ROI for the brands they partner with. The ones who succeed are true business partners who live the lifestyle and have built a community that trusts them through passion, grit, a unique voice, and sometimes decades of adventure.

Few people embody this better than Dan Grec, known to many by his handle "The Road Chose Me." Grec's extensive vehicle-based global travels have made him a fixture in the overlanding world, and his content has inspired thousands of would-be explorers to get out there themselves.

JP and CO agency Pelican cargo box in a rugged environment

The JP+CO agency tapped overland and outdoor creators to launch Pelican's new cargo cases, portraying the brand's use in rugged environments. 

 

While Grec is an influencer, he'll be the first to tell you that not every brand relationship is created equal. "It varies a lot depending on the brand, campaign goals, strategy and timeline," he explains. "Sometimes we strike an ambassador-style collaboration spanning many years to demonstrate products being used over tens or hundreds of thousands of miles around the world. By relying on those products and showing they are up to the challenges of a global expedition, my audience sees the products that don't leave me stranded, and they come to see the benefits of buying these high-quality products."

The key, says Grec, is that these partnerships are rooted in real-world performance. Grec's audience isn't interested in gimmicks--they want gear that works. That means quick-hit product shout-outs often pale in comparison to long-term, trust-based brand partnerships.

For Grec, about half his income comes directly from brand relationships like these; the other half comes from a diversified mix: digital and print editorial, books, YouTube, Patreon support and speaking engagements. Grec sees this diversification as critical for long-term overland travel. "I work on a many-pronged approach to content creation and being a global adventurer, aiming to have as many sources of income as possible," he says. Content creation from his travels is a lifestyle business, not a side hustle.

 

The Long Game

When overland content creators get it right, the payoff can be big--for both sides. Grec says, "Over the span of years, I demonstrate time and time again the reliability and durability of the given products, and my audience appreciates me testing them in the real world and giving honest feedback on performance."

The trust is tangible. "I'm often told by brands I work with [that] their customers mention me by name, and that they purchased products based on me using said product. I've had many people tell me they bought their Jeeps because of my adventures around the world," Grec says. That's real influence that directly impacts the bottom line, not just likes and shares.

But for every successful partnership, there are countless influencer deals that never make sense.

"I get 10 emails a week from brands looking to give me free stuff in exchange for promoting their products," says Grec. "Often they are brands I have never heard of, and products that I have no use for. I've never accepted any of these offers, as I just don't see them as high quality. My audience does not want me to constantly push products on them, and they would quickly tune out if I did."

His point is simple: alignment matters. An all-terrain tire company might be a perfect fit for an overland traveler crossing continents, but a high-performance axle designed for rock crawlers might not. "Needs and goals must align," Grec stresses.

 

Brand Perspective: Beyond the Hashtag

On the brand side, smart companies know they need more than follower and subscriber counts to find quality influencer partners...


This article originally appeared in SEMA magazine. To read the rest of this article--and hundreds more--for free, sign up for a digital subscription on Zinio here.

Once you download the Zinio mobile app or are logged into Zinio on a desktop browser, you will gain immediate access to more than a year's worth of content, including "Overland Content-Creator Business" and more coverage in the September 2025 issue here.