By SEMA News Editors

The automotive performance world mourns the loss of a titan.

Ed "Isky" Iskenderian, the legendary engine builder known globally as "The Camfather" and the first president (a role equivalent to today's Chairman) of SEMA, has passed away at the age of 104.

Iskenderian was the last surviving founding member of the group that established SEMA in 1963. At its inception, SEMA was an all-volunteer organization; Ed and his fellow founders took on the task of organizing the industry in addition to running their own burgeoning businesses. This selfless dedication transformed a hobby into a professional, $52 billion global industry.

From his early days as a pioneer in the post-war dry lakes racing scene to his role as a global manufacturer of high-performance camshafts, Iskenderian's influence on the aftermarket cannot be overstated. He was instrumental in transforming a fragmented hobby of "hot rodders" into a professional, multi-billion-dollar global industry that champions innovation and the freedom to customize.

 

 

Mike Spagnola, President and CEO of SEMA and PRI, issued the following statement:

"Today, the automotive world lost its North Star. Ed Iskenderian was not just a founder of SEMA; he was the soul of it. As our first president, he turned a hobby into an industry and a community into a movement. Long before there were data logs and computer modeling, there was Ed--a man with a slide rule, a cigar and an uncanny ability to find power where others found limits.

"Ed's impact goes far beyond the horsepower he helped create. He pioneered the spirit of entrepreneurship and advocacy that defines our members today. While we mourn the loss of 'The Camfather,' we celebrate a century of a life lived at full throttle. Our thoughts are with the Iskenderian family and the millions of enthusiasts who carry a piece of his legacy under their hoods. We are all driving in the tracks he laid down."

Under Iskenderian's early leadership, SEMA was founded to provide a unified voice for manufacturers during a time of rapid growth and increasing regulatory scrutiny. His ability to unite competitors for the greater good of the industry remains the cornerstone of the association's mission today.

Iskenderian was inducted into the 1978 SEMA Hall of Fame and the inaugural PRI Hall of Fame in 2024. PRI Magazine caught up with Iskenderian last year for a feature article. You can read that story here.

By Laura Pitts 

With the potential for more than 40 private face-to-face meetings across three days, the Media Trade Conference is the industry's most efficient, effective and affordable way for media members to find out exactly what's new--and what's on the way--from top motorsports parts manufacturers. Located across four floors of hotel space, it's a practice of perfect efficiency, only matched by the winningest of race teams. 

"The Media Trade Conference is a high-ROI show for us," said Gabe Flores of Classic Industries, the manufacturer of muscle car restoration parts.  

This year in Garden Grove, California, SEMA and PRI editorial teams were once again on hand, finding the pulse of the motorsports and high-performance aftermarket to see what's changing, what's working and what's coming next.  
 

New-for-2026: MPMC Rebrands as the Industry Shifts 

Among the big shifts discussed this year was the new rebranding of the Motorsports Products & Media Council (MPMC). Formerly known as the Motorsports Parts Manufacturers Council, the newly rebranded MPMC reflects one of the most consistent themes heard throughout the week: closer collaboration between manufacturers and media is no longer optional, but essential, for good business. 

 

 

This ties directly into the increased importance of working with content creators, something MPMC embraced a few years ago by opening event registration to non-traditional outlets like influencers.  

"Our conversations with content creators are quality this year. We're learning what's working for them online. We also thought they'd be more rigid, but a lot of them are willing to work with us on different projects," said Jason Weidmann of The Wheel Group.  

"The MPMC Media Trade Conference this year is bringing good, quality conversations. Content creators and enthusiasts bring a good layer to the event," said Ross Berlanga of TMI Products. 
 

Online Media Drives Purchase Decisions 

Brands, including Summit Racing, the retailer and wholesaler, are realizing these new-age media members can be viewed as a genuine business tool, rather than a promotional gimmick.  

"Our affiliate program is one of our biggest pushes right now. This gives content creators the opportunity to earn revenue while the Summit brand gets reach. [Some of the brands we sell] have actually asked us to start this program," said David Fuller of Summit Racing. 

 

 

And perhaps going beyond the norm, Summit Racing actually created its own production company before COVID. "We have our own studio for podcasting, live streaming and social content,” said Fuller. A look at Summit Racing's YouTube page with 226,000 subscribers boasts titles about different products, how-to instructionals and general industry knowledge. Think "Look for These Things Before Buying that Junkyard Engine!" and "Bust Stubborn Bolts Loose with Ease!" type of content.  

Tied into this theme was a statement from Bridney Jordan with The Wheel Group, who pointed out that while short-form videos seem to be taking off for other industries, long-form videos are “where it's at” for the automotive and motorsports spaces. "Storytelling is back," said Jordan.  

Of course, this type of content is created with an ultimate goal in mind: drive product sales. That goal was realized when one MPMC exhibitor, Cache Inc., had a video go viral online.  

"One of our Reels went viral in Mexico. It brought a lot of questions about whether we ship our products internationally (and we do)," said Lars McCleary of Cache, manufacturer of the modular tailgate pads for trucks. "We've also had some viral success in Saudi Arabia and South American markets."  
 

Manufacturing Efficiency, AI and Scaling Business 

It's no secret that efficiency is the name of the game for winning race cars, but perhaps even more so for the manufacturers making the products on that car. Yes, there's a growing need to find efficiency and scalability behind the scenes. 

One brand that found success in that space is BMR Suspension, the provider of performance aftermarket suspension and chassis systems. BMR has acquired new businesses but has kept its manufacturing space the same, a 114,000 sq. ft. facility in Lakeland, Florida. "We're adding new brands but keeping the same overhead and space, knowing we have the capacity for even more brands. It's just good business," said Allan Miller of BMR. 

 

 

From increased automation to artificial intelligence (AI), companies are actively seeking smarter processes that keep costs down without sacrificing quality. In fact, the latter was a main speaking point on Tuesday during a keynote titled "Artificial Intelligence: Solving Automation in Manufacturing." Ben Heng, general partner with 99VC, led a discussion on how AI-driven automation is already reshaping manufacturing processes, supply chains and quality control, and how motorsports manufacturers can leverage these tools to scale production while maintaining precision. 
 

Analog is Back, Baby! 

One theme that kept coming back up--in what seemed like every meeting--was that the era of analog is back. There's been a widespread pushback against touchscreens and a move back to tactile driving experiences, something that OEMs are listening to and responding to.  

"People are embracing the feel of a drive again. Analog is making a comeback; we've been hearing that some EV models are coming off the factory, not with touchscreens, but with buttons and knobs again," said Flores of Classic Industries.  

 

 

Marketing Approach: Education Over Everything 

Across meetings, one message was clear: media, education and manufacturing strategy are now as critical to success as the products themselves. 

Melissa Parra of Speedmaster spoke about how more manufacturers and motorsports businesses are renting out tracks for customer appreciation days or brand events. This, of course, benefits both parties, supporting local race tracks and building loyal customers to the host brand.

In our same meeting, Parra also pointed out how the Speedmaster brand attends many races of all sizes throughout the year, often stopping in small towns. "When we're out there, we're seeing the passion for cars among everyone, but especially young people. We were at a restaurant one night, and our waitress kept asking about the race we were at, and how she wanted to go, but nobody would cover her shift--because they were all at that race themselves," Parra said. "It's clear that racing is here to stay." 

 

Customer education also emerged as a top priority, with many companies focused on helping racers and enthusiasts better understand not just what to buy, but why it matters and how to install those products correctly to maximize performance. Of course, this means brands are recognizing education either through long-form videos, website content or even training technicians in the field to position themselves as trusted industry advisors.  

One approach is to certify installers to work directly with your customers, something seemingly mastered by Centerforce Clutches, which has been developing new relationships with shops around the nation.  

"These installers purchase our products at discounted prices, and this helps our relationships with our 'Do-It-For-Me' customers. So, we turn these installers into technicians and dealers of our products," said Chris Thompson of Centerforce, who estimated around 70% of their customers fall in the "Do-It-For-Me" category today, whereas 30 years ago, he estimated, those types of customers accounted for only 30% of business.  
 

 

Alex Taylor: A Symbol of the Industry's Direction 

In the theme of rebranding and shifting to a new era of motorsports media, this year's Robert E. Petersen Award, an annual ceremony in conjunction with the event, was presented to someone from the non-traditional media space and to a female for the first-time ever: motorsports influencer Alex Taylor, the founder of Alex Taylor Racing and a co-host of MotorTrend's "Hot Rod Garage." Though Taylor was unable to travel to the event due to weather, her sister was able to accept the award on her behalf.

Taylor, a drag racer herself, has blended her marketing expertise with her deep-rooted passion for the automotive world. Through this unique combination, she has grown nearly one million followers across her platforms. Rather than using racing as a backdrop for content creation, she leverages modern media as a tool to fund, document, and advance her true passion: racing. 

Taylor uses storytelling to share her journey, highlight automotive history, and collaborate with industry-leading brands. Beginning with online automotive forums in 2012 and evolving to long-form content on YouTube, she has cultivated a loyal, knowledgeable, and highly engaged audience.  

Giving Taylor this award aligns with the new MPMC rebrand and the industry's broader embrace of new media as a growth driver. As manufacturers increasingly focus on education, storytelling and trust-based content, Taylor's hybrid identity as a racer, marketer and educator exemplifies the direction many brands are heading. 

 

SEMA Annual Meeting Informs Industry Members  

The three-day event also included time for the SEMA General Membership Meeting, which was led by SEMA Chair Melanie White and SEMA President and CEO Mike Spagnola. The meeting provided attendees with a high-level look at how the association is supporting members and responding to the current state of the industry, which was highlighted by a look at SEMA's year-round business solutions like SEMA Garage and SEMA Data, with free opportunities for business members.  

The meeting also introduced recent and upcoming advocacy efforts led by SEMA and PRI's Washington, D.C., office. Education about advocacy helps members navigate regulatory challenges, like our recent push to protect the Right to Race in various states around the nation, from their end. 

Attendees of the annual meeting also received updates on SEMA and PRI's latest initiatives and priorities, reinforcing the association's role as a strategic partner for manufacturers, media and the broader automotive aftermarket. 
 

MPMC Media Trade Conference: Powered by Industry Support 

The 2026 MPMC Media Trade Conference was made possible through the support of event sponsors, including Autofluencer, Blueprint Engines, Carlyle Tools, Hot Shot's Secret, NAPA, PEAK Performance, Racer, and Summit Motorsports Park. Their continued involvement underscores the value of bringing manufacturers and media together in a focused, productive environment. 

As the Motorsports Products & Media Council moves forward under its new name, the 2026 Media Trade Conference made one thing clear: collaboration, education and innovation are driving the next chapter of the motorsports industry, and the conversations happening behind the scenes today are shaping what racers and enthusiasts will see on track in the season ahead. 

Next year's MPMC Media Trade Conference will take place February 2-4, 2027, in Orlando, Florida. 

By Laura Pitts 

With the potential for more than 40 private face-to-face meetings across three days, the Media Trade Conference is the industry's most efficient, effective and affordable way for media members to find out exactly what's new--and what's on the way--from top motorsports parts manufacturers. Located across four floors of hotel space, it's a practice of perfect efficiency, only matched by the winningest of race teams. 

"The Media Trade Conference is a high-ROI show for us," said Gabe Flores of Classic Industries, the manufacturer of muscle car restoration parts.  

This year in Garden Grove, California, SEMA and PRI editorial teams were once again on hand, finding the pulse of the motorsports and high-performance aftermarket to see what's changing, what's working and what's coming next.  
 

New-for-2026: MPMC Rebrands as the Industry Shifts 

Among the big shifts discussed this year was the new rebranding of the Motorsports Products & Media Council (MPMC). Formerly known as the Motorsports Parts Manufacturers Council, the newly rebranded MPMC reflects one of the most consistent themes heard throughout the week: closer collaboration between manufacturers and media is no longer optional, but essential, for good business. 

 

 

This ties directly into the increased importance of working with content creators, something MPMC embraced a few years ago by opening event registration to non-traditional outlets like influencers.  

"Our conversations with content creators are quality this year. We're learning what's working for them online. We also thought they'd be more rigid, but a lot of them are willing to work with us on different projects," said Jason Weidmann of The Wheel Group.  

"The MPMC Media Trade Conference this year is bringing good, quality conversations. Content creators and enthusiasts bring a good layer to the event," said Ross Berlanga of TMI Products. 
 

Online Media Drives Purchase Decisions 

Brands, including Summit Racing, the retailer and wholesaler, are realizing these new-age media members can be viewed as a genuine business tool, rather than a promotional gimmick.  

"Our affiliate program is one of our biggest pushes right now. This gives content creators the opportunity to earn revenue while the Summit brand gets reach. [Some of the brands we sell] have actually asked us to start this program," said David Fuller of Summit Racing. 

 

 

And perhaps going beyond the norm, Summit Racing actually created its own production company before COVID. "We have our own studio for podcasting, live streaming and social content,” said Fuller. A look at Summit Racing's YouTube page with 226,000 subscribers boasts titles about different products, how-to instructionals and general industry knowledge. Think "Look for These Things Before Buying that Junkyard Engine!" and "Bust Stubborn Bolts Loose with Ease!" type of content.  

Tied into this theme was a statement from Bridney Jordan with The Wheel Group, who pointed out that while short-form videos seem to be taking off for other industries, long-form videos are “where it's at” for the automotive and motorsports spaces. "Storytelling is back," said Jordan.  

Of course, this type of content is created with an ultimate goal in mind: drive product sales. That goal was realized when one MPMC exhibitor, Cache Inc., had a video go viral online.  

"One of our Reels went viral in Mexico. It brought a lot of questions about whether we ship our products internationally (and we do)," said Lars McCleary of Cache, manufacturer of the modular tailgate pads for trucks. "We've also had some viral success in Saudi Arabia and South American markets."  
 

Manufacturing Efficiency, AI and Scaling Business 

It's no secret that efficiency is the name of the game for winning race cars, but perhaps even more so for the manufacturers making the products on that car. Yes, there's a growing need to find efficiency and scalability behind the scenes. 

One brand that found success in that space is BMR Suspension, the provider of performance aftermarket suspension and chassis systems. BMR has acquired new businesses but has kept its manufacturing space the same, a 114,000 sq. ft. facility in Lakeland, Florida. "We're adding new brands but keeping the same overhead and space, knowing we have the capacity for even more brands. It's just good business," said Allan Miller of BMR. 

 

 

From increased automation to artificial intelligence (AI), companies are actively seeking smarter processes that keep costs down without sacrificing quality. In fact, the latter was a main speaking point on Tuesday during a keynote titled "Artificial Intelligence: Solving Automation in Manufacturing." Ben Heng, general partner with 99VC, led a discussion on how AI-driven automation is already reshaping manufacturing processes, supply chains and quality control, and how motorsports manufacturers can leverage these tools to scale production while maintaining precision. 
 

Analog is Back, Baby! 

One theme that kept coming back up--in what seemed like every meeting--was that the era of analog is back. There's been a widespread pushback against touchscreens and a move back to tactile driving experiences, something that OEMs are listening to and responding to.  

"People are embracing the feel of a drive again. Analog is making a comeback; we've been hearing that some EV models are coming off the factory, not with touchscreens, but with buttons and knobs again," said Flores of Classic Industries.  

 

 

Marketing Approach: Education Over Everything 

Across meetings, one message was clear: media, education and manufacturing strategy are now as critical to success as the products themselves. 

Melissa Parra of Speedmaster spoke about how more manufacturers and motorsports businesses are renting out tracks for customer appreciation days or brand events. This, of course, benefits both parties, supporting local race tracks and building loyal customers to the host brand.

In our same meeting, Parra also pointed out how the Speedmaster brand attends many races of all sizes throughout the year, often stopping in small towns. "When we're out there, we're seeing the passion for cars among everyone, but especially young people. We were at a restaurant one night, and our waitress kept asking about the race we were at, and how she wanted to go, but nobody would cover her shift--because they were all at that race themselves," Parra said. "It's clear that racing is here to stay." 

 

Customer education also emerged as a top priority, with many companies focused on helping racers and enthusiasts better understand not just what to buy, but why it matters and how to install those products correctly to maximize performance. Of course, this means brands are recognizing education either through long-form videos, website content or even training technicians in the field to position themselves as trusted industry advisors.  

One approach is to certify installers to work directly with your customers, something seemingly mastered by Centerforce Clutches, which has been developing new relationships with shops around the nation.  

"These installers purchase our products at discounted prices, and this helps our relationships with our 'Do-It-For-Me' customers. So, we turn these installers into technicians and dealers of our products," said Chris Thompson of Centerforce, who estimated around 70% of their customers fall in the "Do-It-For-Me" category today, whereas 30 years ago, he estimated, those types of customers accounted for only 30% of business.  
 

 

Alex Taylor: A Symbol of the Industry's Direction 

In the theme of rebranding and shifting to a new era of motorsports media, this year's Robert E. Petersen Award, an annual ceremony in conjunction with the event, was presented to someone from the non-traditional media space and to a female for the first-time ever: motorsports influencer Alex Taylor, the founder of Alex Taylor Racing and a co-host of MotorTrend's "Hot Rod Garage." Though Taylor was unable to travel to the event due to weather, her sister was able to accept the award on her behalf.

Taylor, a drag racer herself, has blended her marketing expertise with her deep-rooted passion for the automotive world. Through this unique combination, she has grown nearly one million followers across her platforms. Rather than using racing as a backdrop for content creation, she leverages modern media as a tool to fund, document, and advance her true passion: racing. 

Taylor uses storytelling to share her journey, highlight automotive history, and collaborate with industry-leading brands. Beginning with online automotive forums in 2012 and evolving to long-form content on YouTube, she has cultivated a loyal, knowledgeable, and highly engaged audience.  

Giving Taylor this award aligns with the new MPMC rebrand and the industry's broader embrace of new media as a growth driver. As manufacturers increasingly focus on education, storytelling and trust-based content, Taylor's hybrid identity as a racer, marketer and educator exemplifies the direction many brands are heading. 

 

SEMA Annual Meeting Informs Industry Members  

The three-day event also included time for the SEMA General Membership Meeting, which was led by SEMA Chair Melanie White and SEMA President and CEO Mike Spagnola. The meeting provided attendees with a high-level look at how the association is supporting members and responding to the current state of the industry, which was highlighted by a look at SEMA's year-round business solutions like SEMA Garage and SEMA Data, with free opportunities for business members.  

The meeting also introduced recent and upcoming advocacy efforts led by SEMA and PRI's Washington, D.C., office. Education about advocacy helps members navigate regulatory challenges, like our recent push to protect the Right to Race in various states around the nation, from their end. 

Attendees of the annual meeting also received updates on SEMA and PRI's latest initiatives and priorities, reinforcing the association's role as a strategic partner for manufacturers, media and the broader automotive aftermarket. 
 

MPMC Media Trade Conference: Powered by Industry Support 

The 2026 MPMC Media Trade Conference was made possible through the support of event sponsors, including Autofluencer, Blueprint Engines, Carlyle Tools, Hot Shot's Secret, NAPA, PEAK Performance, Racer, and Summit Motorsports Park. Their continued involvement underscores the value of bringing manufacturers and media together in a focused, productive environment. 

As the Motorsports Products & Media Council moves forward under its new name, the 2026 Media Trade Conference made one thing clear: collaboration, education and innovation are driving the next chapter of the motorsports industry, and the conversations happening behind the scenes today are shaping what racers and enthusiasts will see on track in the season ahead. 

Next year's MPMC Media Trade Conference will take place February 2-4, 2027, in Orlando, Florida. 

By SEMA News Editors

 

Tri-State Enterprises, Inc. Joins Diesel Pro Network

 

Tri-State Enterprises has joined the Diesel Pro Network, the AAM Group's newest specialty marketing program designed for diesel-focused jobbers.

The Diesel Pro Network helps diesel shops and retailers grow their business with professional marketing tools, sales support and stronger connections to AAM's network of suppliers.

Jobbers throughout Tri-State's distribution footprint will gain access to:

• Diesel-focused aftermarket websites.
• Ready-to-use social media content.
• In-store product videos via N-Store TV.
• Participation in the Keys to Ride sweepstakes.
• And more.

This move marks a significant expansion for the Diesel Pro Network and strengthens AAM's ability to support diesel businesses across the country, the organization said.

For more information, visit theaamgroup.com.

 

Amara Walker appointed Vice President of Public Relations at Porsche Cars North America

 

Porsche Cars North America (PCNA) has appointed Amara Walker to the role of vice president of public relations, effective February 2.

In this role, Walker will join the company's executive leadership team and oversee all external communications for the Porsche brand in the United States. She will report directly to Timo Resch, president and CEO of PCNA.

Walker brings more than two decades of experience in the media industry, including 11 years as a news anchor for CNN U.S. and CNN International. At PCNA, she will lead corporate and product communications, public relations strategies, as well as experiential programs and content creation.

"I am a longtime Porsche enthusiast, and this role represents a natural next step in my career," said Walker. "It brings together my media experience with the opportunity to help shape communications for one of the world's most iconic automotive brands. I am truly excited to join the Porsche team and begin this new chapter."

"We're delighted to welcome Amara to Porsche Cars North America," said Resch. "Her experience, perspective, and leadership will build on the strong work already underway and bring our communications into a new era."

For more information, visit porsche.com.

By SEMA News Editors

 

Intercomp Extends Partnership With ARCA Menards Series

 

Intercomp Racing, the Minnesota-based provider of measurement solutions and wireless scale systems for all forms of motorsports, has extended its partnership with the ARCA Menards Series through the 2028 Season. The agreement continues Intercomp's role as the Official Scale Supplier of ARCA.

Intercomp has sponsored the series for more than 30 years and is committed to supporting the ARCA Menards officials and teams it has worked closely with over the long-term agreement, company representatives said. The ongoing partnership utilizes Intercomp RFX Microflex Wireless Billet Scales which are used exclusively by ARCA Tech Officials for race-day inspection, along with Intercomp Digital Air Pressure Gauges for tire inspection. Intercomp also offers the teams end-of-season contingency awards including the East and West Series and its scales and chassis set-up equipment are used by the majority of ARCA Teams in competition.

"Our officials and teams rely on Intercomp products every step of the way and know every time they go across the scales, either in the inspection bay, in the garage area or in the race shop it's going to be accurate. We're thrilled to continue what's been a very solid and long-lasting relationship into the future," said ARCA President Ron Drager.

"We are honored to work with ARCA and their officials, as well as the teams and racers that put so much into this sport. The ARCA staff and teams are like family to us, and we thank them for their business and friendship," said Aaron Van Heel, Intercomp general manager of Marketing. "Motorsports is one of the core industries that Intercomp was built on, and ARCA and their teams have been there with us for [more than] 30 seasons. We are excited for the 2026 season with our entire racing family in all forms of motorsports."

For more information, visit intercompracing.com.

 

RCR Enterprises, LLC Announces Leadership Appointments

 

RCR Enterprises, LLC, the parent company of Richard Childress Racing, ECR Engines, RCR Manufacturing Solutions (RCRMS), CT Spring Company (CT) and others, announced this week several key leadership appointments designed to promote strategic development and emerging opportunities inside and outside of motorsports.

Each RCR Enterprises operating company is now represented by a business president, with Bob Fisher leading ECR Engines, Mike Brown taking the helm of RCRMS and Jim Suth overseeing CT.

All three business presidents report to RCR Enterprises president Mike Verlander and RCR Enterprises chairman and CEO, Richard Childress.

Fisher will lead day-to-day operations of the high-performance combustion engine research, development and production company.

As president of RCRMS, Brown and his team develop and implement business strategies and opportunities for the RCR manufacturing business, including development of the company's precision machining business

Suth, president of CT Spring Company, oversees the production of high-performance valve springs within the motor sports ecosystem, as well as for other high-performance applications. CT springs are used in Richard Childress Racing and Hendrick Motorsports NASCAR engines, General Motors engines competing in IMSA and other forms of road racing, as well as various grassroots sprint car, Late Model and modified engines.

For more information, visit rcrracing.com.

 

Porsche Launches Esports Carrera Cup North America

 

Porsche Motorsport North America is venturing in the world of sim racing starting in 2026 with the newly announced Porsche Esports Carrera Cup North America.

The six-race championship will mirror Porsche Carrera Cup North America races in the analog world. The championship, open to sim racers from the United States, Canada and Mexico, will use the new Porsche 911 Cup (Type 992.2) on the iRacing platform.

The championship that begins with qualifying rounds at Road America and Sebring International Raceway February 18 through 25. The top 40 drivers based on aggregate times will be selected for the inaugural season, conducted through the iRacing Time Attack platform. For all drivers interested, information will be provided on the official Porsche Esports Carrera Cup North America Discord here.

Following the qualifying rounds, the series opens at Sebring International Raceway followed by the new-to-iRacing Miami International Autodrome. Rounds three and four take place at Watkins Glen International and Road America before the season concludes at Indianapolis Motor Speedway and Michelin Raceway Road Atlanta.

Each driver will compete using the default iRacing setup of the Type 992.2 Porsche 911 Cup car. The Type 992.2 Porsche 911 Cup makes its debut this season in North America, and both the digital and analogue versions feature a streamlined experience prioritizing improved aerodynamics and simplified operation behind the wheel. It continues to boast a naturally aspirated, 4.0L flat-six engine, featuring components from the road-going Porsche 911 GT3 but still producing 512 hp.

Each event will feature a 60-minute practice session, followed by a 15-min. qualifying and, just like Porsche Carrera Cup North America, a 40-minute sprint race. Porsche Esports Carrera Cup North America will feature live and post-race stewarding, complete with pre-race drivers briefing.

For more information, visit racing.porsche.com.

By SEMA News Editors

 

Intercomp Extends Partnership With ARCA Menards Series

 

Intercomp Racing, the Minnesota-based provider of measurement solutions and wireless scale systems for all forms of motorsports, has extended its partnership with the ARCA Menards Series through the 2028 Season. The agreement continues Intercomp's role as the Official Scale Supplier of ARCA.

Intercomp has sponsored the series for more than 30 years and is committed to supporting the ARCA Menards officials and teams it has worked closely with over the long-term agreement, company representatives said. The ongoing partnership utilizes Intercomp RFX Microflex Wireless Billet Scales which are used exclusively by ARCA Tech Officials for race-day inspection, along with Intercomp Digital Air Pressure Gauges for tire inspection. Intercomp also offers the teams end-of-season contingency awards including the East and West Series and its scales and chassis set-up equipment are used by the majority of ARCA Teams in competition.

"Our officials and teams rely on Intercomp products every step of the way and know every time they go across the scales, either in the inspection bay, in the garage area or in the race shop it's going to be accurate. We're thrilled to continue what's been a very solid and long-lasting relationship into the future," said ARCA President Ron Drager.

"We are honored to work with ARCA and their officials, as well as the teams and racers that put so much into this sport. The ARCA staff and teams are like family to us, and we thank them for their business and friendship," said Aaron Van Heel, Intercomp general manager of Marketing. "Motorsports is one of the core industries that Intercomp was built on, and ARCA and their teams have been there with us for [more than] 30 seasons. We are excited for the 2026 season with our entire racing family in all forms of motorsports."

For more information, visit intercompracing.com.

 

RCR Enterprises, LLC Announces Leadership Appointments

 

RCR Enterprises, LLC, the parent company of Richard Childress Racing, ECR Engines, RCR Manufacturing Solutions (RCRMS), CT Spring Company (CT) and others, announced this week several key leadership appointments designed to promote strategic development and emerging opportunities inside and outside of motorsports.

Each RCR Enterprises operating company is now represented by a business president, with Bob Fisher leading ECR Engines, Mike Brown taking the helm of RCRMS and Jim Suth overseeing CT.

All three business presidents report to RCR Enterprises president Mike Verlander and RCR Enterprises chairman and CEO, Richard Childress.

Fisher will lead day-to-day operations of the high-performance combustion engine research, development and production company.

As president of RCRMS, Brown and his team develop and implement business strategies and opportunities for the RCR manufacturing business, including development of the company's precision machining business

Suth, president of CT Spring Company, oversees the production of high-performance valve springs within the motor sports ecosystem, as well as for other high-performance applications. CT springs are used in Richard Childress Racing and Hendrick Motorsports NASCAR engines, General Motors engines competing in IMSA and other forms of road racing, as well as various grassroots sprint car, Late Model and modified engines.

For more information, visit rcrracing.com.

 

Porsche Launches Esports Carrera Cup North America

 

Porsche Motorsport North America is venturing in the world of sim racing starting in 2026 with the newly announced Porsche Esports Carrera Cup North America.

The six-race championship will mirror Porsche Carrera Cup North America races in the analog world. The championship, open to sim racers from the United States, Canada and Mexico, will use the new Porsche 911 Cup (Type 992.2) on the iRacing platform.

The championship that begins with qualifying rounds at Road America and Sebring International Raceway February 18 through 25. The top 40 drivers based on aggregate times will be selected for the inaugural season, conducted through the iRacing Time Attack platform. For all drivers interested, information will be provided on the official Porsche Esports Carrera Cup North America Discord here.

Following the qualifying rounds, the series opens at Sebring International Raceway followed by the new-to-iRacing Miami International Autodrome. Rounds three and four take place at Watkins Glen International and Road America before the season concludes at Indianapolis Motor Speedway and Michelin Raceway Road Atlanta.

Each driver will compete using the default iRacing setup of the Type 992.2 Porsche 911 Cup car. The Type 992.2 Porsche 911 Cup makes its debut this season in North America, and both the digital and analogue versions feature a streamlined experience prioritizing improved aerodynamics and simplified operation behind the wheel. It continues to boast a naturally aspirated, 4.0L flat-six engine, featuring components from the road-going Porsche 911 GT3 but still producing 512 hp.

Each event will feature a 60-minute practice session, followed by a 15-min. qualifying and, just like Porsche Carrera Cup North America, a 40-minute sprint race. Porsche Esports Carrera Cup North America will feature live and post-race stewarding, complete with pre-race drivers briefing.

For more information, visit racing.porsche.com.

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.

By SEMA News Editors

 

In partnership with Honda, SEMA Garage is hosting an exclusive measuring session next month for the new '26 Honda Prelude.

Scheduled for February 10-11 at the SEMA Garage in Diamond Bar, California, the measuring session will give participants an exclusive first-look at the highly anticipated vehicle and access to critical dimensions for product development.

Aftermarket manufacturers can reserve a time slot now, but don't wait because space is limited.

Advance RSVP is required. Only RSVP for one session per company.

 

SEMA Garage Honda Prelude Measuring Session

February 10 - 11, 2026

1577 Valley Vista Dr.

Diamond Bar, CA 91765

View on Google Maps

Story and photos by Andreas Conradt, Automedia

 

Mitsubishi Reviving the Montero Nameplate

 

The Montero (Pajero or Shogun in some markets) was one of the most iconic high-riders in Mitsubishi's lineup, and it appears the nameplate is making a comeback. A mysterious prototype was spotted undergoing testing in Germany, and it is believed to revive the moniker, albeit with a twist.

Around four years ago, Mitsubishi decided to retire the Montero. The fourth generation remained in production from 2006 to 2021, which is a long time for a vehicle in today's market. However, it appears the new model could actually be the successor to the Montero Sport, at least according to some reports.

Fret not, fellow high-riding enthusiasts, as the Japanese automaker could go the extra mile and base it on a ladder-frame chassis. That is one hypothesis and if it proves correct, the SUV could share its underpinnings with the Triton/L200. The pickup truck is currently in its sixth generation and has been in production since 2023, when manufacturing began in Thailand at the Laem Chabang facility.

 

The current Triton/L200 is offered with diesel and gasoline power, depending on the market, which is likely what will be found under the hood of the all-new Montero if it is derived from the workhorse. Electrification is also said to be in the works for the new SUV, meaning the pickup could benefit from it in the coming years as well.

Other rumors suggest the all-new Mitsubishi Pajero (name unconfirmed) could instead be a monocoque crossover, potentially utilizing the same platform as the Outlander. The latter is based on Renault-Nissan's CMF-C/D architecture, which also underpins the Kadjar, Scenic, Austral, Rafale, Qashqai and X-Trail among many others.

 

As you can see, little is known about this high-rider, though its rear-end design appears somewhat similar to the Nissan Patrol. It features an upright nose, a large grille, slim LED headlights and a boxy overall design that is well suited to off-road duty.

Rumors suggest the new Mitsubishi Montero could be revealed in the coming months, potentially launching in Australia.

 

Another SUV-Coupe: Fiat Panda Fastback

 

The Stellantis-controlled Fiat brand will debut a fastback-style compact model later this year. A global effort set to succeed the MLA-based Fastback for South America and the Tipo for Europe, the Middle East and Africa, the Grande Panda-derived Fastback was previewed by a namesake concept in February 2024.

Believed to be called the Panda Fastback in series-production form, the model has been spied near the Arctic Circle. The test vehicle sheds the excessive rear camouflage seen on earlier prototypes, making it clear the Italian automaker opted for a five-door SUV coupe design.

Confirmed to ride on the Stellantis Smart Car Platform used by the Grande Panda subcompact hatchback, the Panda Fastback features taillights heavily inspired by the concept. The rear bumper and liftgate, however, have been toned down.

 

Fiat has also softened the A-pillar angle, specifically how the front pillars transition into the roof. Pictured wearing steel wheels with a four-lug pattern, the Panda Fastback also hides a dirty secret beneath the cargo area. That secret is torsion-beam rear suspension, a cost-effective solution commonly used in this segment by European automakers.

The door handles and side mirrors appear to be borrowed from the Grande Panda, while the wheel arches suggest light cladding for added visual flair. Fiat adopted a different pattern for the front bumper's lower grille, though the upper section of the bumper and the headlights are reminiscent of the Grande Panda.

Through the lower grille, the air conditioning condenser and the internal combustion engine's radiator are visible. Exhaust gases exit through a single outlet at the rear, neatly concealed by the bumper's valance panel.

 

As a result, the Panda Fastback will be offered with the Grande Panda's 1.2L turbocharged inline-three engine. This powerplant is available on its own or with mild-hybrid assistance, resulting in transmission choices ranging from a six-speed manual to a six-speed dual-clutch automatic.

The Groupe PSA-developed engine produces between 101 and 110 metric hp, with peak torque arriving at 1,750 rpm at 205 Newton-meters. In 48-volt form, the system's electric motor is rated at 29 metric hp and 55 Newton-meters.

Like the Grande Panda, the Panda Fastback should also be offered with a fully electric option. For now, the zero-emissions variant delivers 111 hp and 125 Nm from a front-mounted electric drive unit. There is no all-wheel-drive option available, although Fiat did reveal the Grande Panda 4x4 concept in May 2025.

According to Fiat Italia, the Grande Panda Elettrica is rated for up to 199 miles on a full charge. With a bit of luck, the Panda Fastback's longer wheelbase could allow for a higher-capacity battery than the Panda's 43.8-KWh pack.

By Ashley Reyes

Being a woman in the automotive aftermarket requires its own set of skills. Whether you're already leading, being asked to lead more or preparing for what's next in your career, taking time to invest in your development can help you reach your goals faster while providing you with tools to make more meaningful contributions to your organization.    

Women in the automotive aftermarket are invited to attend the SEMA Businesswomen's Network (SBN) Women's Leadership Forum, March 3-5, 2026, in San Diego, California, to gain these five qualities of successful leaders:  

1. Resilience 

Leaders face unique challenges that demand mental strength and adaptability. The Forum will teach attendees how to cultivate resilience as a foundation for leadership success.  

2. Emotional Intelligence 

Emotional intelligence (EQ) is an advantage when balanced with authenticity. The Forum will explore ways to harness EQ to lead with empathy, manage conflict and build trust without compromising your unique voice. 

3. Clear Communication 

Effective leaders know that how you communicate is just as important as what you say. The Forum will help attendees develop an executive presence and speak with clarity, confidence and influence.  

4. Influence 

True leadership is not about the title; it's about influence, impact and the ability to inspire action in others. The Forum will challenge the traditional notions of authority and deliver tools to help attendees lead with authenticity and purpose, no matter their role.  

5. A Trusted Network 

Leadership is stronger with support. Attendees will leave the Forum with a trusted network of women who can offer advice, encouragement and mentorship long after the event ends. 

Seize Your Moment  

The SBN Women's Leadership Forum is the only event of its kind designed to accelerate the growth of women leaders in the automotive aftermarket. Don't miss this opportunity to build the skills, confidence, and connections that move your career forward. Explore the full program and register now at www.sema.org/sbn-wlf.