By Ashley Reyes

It takes more than a passion for cars to succeed as a leader in the automotive aftermarket. Effective leadership is learned from a combination of experience, guidance and opportunities to grow, and thanks to the SEMA Businesswomen's Network (SBN) Women's Leadership Forum, female professionals will have that opportunity.  

Taking place March 3-5 in San Diego, California, the Forum will provide women in the industry with practical leadership strategies they can apply immediately, ultimately benefiting employers who rely on their leaders to guide teams through change and growth. 

This year's theme is From Insight to Impact and will focus on timely, relevant tools to build confident, capable women leaders.  

Top takeaways:  

• Industry-focused insights: Keynotes and panels focused on leadership, innovation and trends shaping the automotive aftermarket.
• Skill-building workshops: Hands-on sessions that strengthen communication, strategic thinking and decision-making.
• Confidence development: Tools to help women lead with authority, navigate challenges and influence outcomes.
• Networking and mentorship: Connections with peers, executives and industry leaders across the automotive sector. 
• Measurable business impact: Actionable takeaways that enhance leadership performance and organizational effectiveness.

Early registration is just $799 for SBN members and $999 for non-members through February 1. After that, the price increases to $899 for SBN members and $1,099 for non-members up until the day of the conference.  

If you're serious about advancing your career and increasing your impact within your organization, this is the moment to act. Secure your spot, take advantage of early registration pricing and join a community of women committed to shaping the future of the automotive aftermarket 

Explore the full program and register now at www.sema.org/sbn-wlf. 

By Ashley Reyes

Generative artificial intelligence (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 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.

Feed image courtesy of Tadamichi

By Ashley Reyes

The SEMA Future Leaders Network (FLN) has named Brandyn Townsend, customer care specialist at Smithers, as the network's newest spotlight member. 

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

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

Brandyn Townsend: Sacrifice today for a better tomorrow. I decided after earning an associate's degree in automotive to go back to school in my late 20s to get an engineering degree. I am still working on it, and I know once it is complete it will help me in the future. 

SN: What keeps you in the industry? 

BT: I enjoy seeing the advances that this industry has made. I have loved racing, cars and motors since I was 10 years old. Since then, my jobs have always been in the automotive industry. 

SN: Where can you be found on a Saturday? 

BT: I can be found at one of my daughter's sporting events, baseball or hockey game or the local circle track. 

SN: How do you prepare for an important meeting? 

BT: Look over the material a few times and have my notes ready. There is nothing worse than going into an important meeting unprepared. 

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

BT: Dale Earnhardt Jr. 

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

By SEMA News Editors

Expedition Motor Company

6.2L LS3 V8-Powered 620GE Wolf Series G-Wagen

Expedition Motor Company has opened commissions for its 6.2L LS3 V8-powered 620GE Wolf Series G-Wagen. The 430hp LS3 engine option delivers torque and responsiveness, and is supported by an AMG braking system and a six-speed automatic transmission. An enhanced cooling system and double-cardan driveline support the drivetrain, along with proprietary components manufactured by EMC. Additional features include a Harman sound system, wireless Apple CarPlay, air conditioning and heated seats.

expeditionmotorcompany.com

A.E.D. Metal Products

Heavy-Walled Docol Advanced High-Strength Steel Tubes

A.E.D. is now offering .12-in. wall tubes for off-road trucks and buggies. This high-strength steel tube has performance values superior to aircraft-grade 4130 tube with similar fabrication characteristics.

aedmetals.com

By Ashley Reyes

Only one week remains to secure your spot for the SEMA Future Leaders Network (FLN) virtual Lunch and Learn, "Social-Media Brand Building: Making Content that Matters," happening January 29 at 10:30 a.m. PST/1:30 p.m. EST.

Social media is one of the most powerful tools for growing a brand. During this session, Jake Hopkins, marketing director at FASS Diesel Solutions, will break down the thought process behind content creation, social-media goals, how to create content that resonates with your audience and why most businesses miss the opportunities that social media can provide.

Hopkins has worked in the automotive aftermarket as a social-media manager, creator and marketing jack-of-all-trades for a variety of aftermarket companies. His experience has gifted him with a variety of perspectives, making him knowledgeable in marketing, the social-media management journey and what it takes to succeed.  

Whether you are just starting to build your brand, want to stay current on best practices or simply want to grow your social-media marketing knowledge, this lunch and learn is a great opportunity.

🎁 Bonus incentive: The first 20 SEMA members to register for the session in advance and attend the full webinar will receive an Uber Eats Voucher to be used after the webinar through the following day.

Register here.

By Ashley Reyes

In just two weeks, the truck and off-road community will unite at King of the Hammers in Johnson Valley, California, for a special networking event hosted by multiple SEMA councils and networks.

The networking event is scheduled for Thursday, February 5, from 6:00 to 8:00 p.m. PST inside the Hammertown VIP tent and will be hosted by the Truck & Off-Road Alliance (TORA), Future Leaders Network (FLN), SEMA Businesswomen's Network (SBN) and Wheel, Tire, Suspension & Brake Council (WTSBC).

Council and network mixers offer a great opportunity for SEMA members to expand their professional network, discover resources to enhance their business and connect with peers in a relaxed environment. In addition to having meaningful conversations alongside great company, attendees will hear about volunteer and education opportunities, targeted professional development programs and upcoming in-person and virtual events that members can look forward to in 2026. 

Attending King of the Hammers? Don't miss your chance to make new friends, learn how to get more involved in the industry and enjoy a casual, come-as-you-are evening with peers. Complimentary appetizers and refreshments will be provided. Registration is encouraged.

Register here.

By SEMA News Editors

Meguiar's Kicking Off 125th Anniversary Celebration at Barrett-Jackson Scottsdale

Meguiar's, the Irvine, California-based car care brand, is kicking off its 125th anniversary celebration at the Barrett-Jackson auction in Scottsdale, Arizona, on January 17-25.

Continuing throughout the year at events like the Grand National Roadster Show, Monterey Car Week and more, the company will be capping the year-long celebration at the 2026 SEMA Show.

To start its anniversary celebration, Meguiar's has brought 28 of its newest products—debuted at the 2025 SEMA Show—to Barrett-Jackson Scottsdale, giving attendees an opportunity to discuss the latest additions to its lineup with the company's team of car-care experts.

Additionally, Meguiar's will be showcasing a '56 Ford F100 panel truck built for the Castellano family by Fat Fender Garage in Gilbert, Arizona.

Owned by three generations of the family, "The Duomo" underwent a ground-up overhaul, starting with the FFG chassis designed in-house by Fat Fender Garage and manufactured by Porterbuilt Fabrication. Fitted with upgraded suspension components, the chassis also boasts Wilwood disc brakes at each corner and 20-in. Schott wheels with 245/35 front and 335/30 R20 rear tires.

Installed under the custom tilt hood is a Gen-Three Ford Coyote 5.0L V8 mated to a 10-speed 10R80 automatic transmission, which feeds power to a 9-in. Currie differential.

Once the exterior was restored, it was painted in a custom mix of BASF Burnt Orange, which shifts from deep copper to bright orange depending on the angle and lighting. The paint is contrasted by custom graphics as well as Cerakote accents throughout.

The fully customized interior features wood flooring throughout, in recognition of its furniture heritage, and also includes dual climate control systems, a Sony Touchscreen head unit, full sound system and modern Dakota Digital gauges for the driver.

For more information, visit meguiars.com.

Mazak Opens Phoenix Technical Center

Mazak Corporation has announced that its new Phoenix Technical Center is officially open and is providing service and support for manufacturers throughout the Western United States. To showcase the new facility, Mazak will also host a grand opening event later this year.

"We continue to establish new facilities to further ensure customers receive the local service and support they need," said Dan Janka, president of Mazak Corporation. "For the Phoenix area, our new Technical Center will play a key role in that strategy and will center on the manufacturing needs of the area's key industrial sectors that include semiconductor, aerospace and defense, electronics and several others."

"The Phoenix Technical Center will additionally provide local manufacturers access to process and application engineering expertise, training and collaboration opportunities for new manufacturing solution development," adds Tony Harrod, sales manager of Mazak Arizona, New Mexico and Southern California.

The technical center houses a call center, applications engineers and sales and service support personnel. It also provides customer programming classes, machine demonstrations, test cuts and machining system run-offs, as well as regularly scheduled Mazak DISCOVER technology and education events. 

With the addition of the Phoenix Technical Center, Mazak's service and support network grows to six Technical Centers along with eight Technology Centers across North America that work closely with local manufacturers and focus on their specific areas' major industries.

For more information, visit mazakusa.com.

From the SEMA Washington, D.C., office

The Trump Administration will impart new import duties on several European trading partners, a response to a broader diplomatic dispute concerning acquisition of Greenland by the President Trump stated the United States, beginning February 1, 2026, will impose a 10% tariff on imports from eight European countries who oppose United States efforts to gain greater control over Greenland: Denmark, Norway, Sweden, France, Germany, the United Kingdom, the Netherlands and Finland. The president indicated that the tariff rate could increase to 25% by June 1, 2026, if negotiations fail to produce an outcome favorable to the U.S. 

• With this latest announcement, President Trump is adding to his lengthy track record of deploying tariffs as a means of leverage in international negotiations unrelated to trade. 

Greenland, a semi-autonomous territory of Denmark, is viewed by the Trump Administration as strategically significant due to its geographic location in the Arctic and its potential access to critical minerals.  

Several European Union governments have signaled that they are evaluating the potential economic impacts and considering next steps through diplomatic and multilateral channels. Trade analysts have noted that the tariffs could affect a broad range of industrial and consumer goods, adding uncertainty for businesses with integrated supply chains between the United States and Europe. 

Image courtesy of Shutterstock/Robert V Schwemmer

From the SEMA Washington, D.C., office

The Trump Administration will impart new import duties on several European trading partners, a response to a broader diplomatic dispute concerning acquisition of Greenland by the President Trump stated the United States, beginning February 1, 2026, will impose a 10% tariff on imports from eight European countries who oppose United States efforts to gain greater control over Greenland: Denmark, Norway, Sweden, France, Germany, the United Kingdom, the Netherlands and Finland. The president indicated that the tariff rate could increase to 25% by June 1, 2026, if negotiations fail to produce an outcome favorable to the U.S. 

• With this latest announcement, President Trump is adding to his lengthy track record of deploying tariffs as a means of leverage in international negotiations unrelated to trade. 

Greenland, a semi-autonomous territory of Denmark, is viewed by the Trump Administration as strategically significant due to its geographic location in the Arctic and its potential access to critical minerals.  

Several European Union governments have signaled that they are evaluating the potential economic impacts and considering next steps through diplomatic and multilateral channels. Trade analysts have noted that the tariffs could affect a broad range of industrial and consumer goods, adding uncertainty for businesses with integrated supply chains between the United States and Europe. 

Image courtesy of Shutterstock/Robert V Schwemmer

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.

Kellymoss

European Vintage Auto Technician in Fitchburg, Wisconsin

This role involves working across all major vehicle subsystems such as mechanical, electrical, fuel and chassis, with advanced capability in testing, diagnostics and custom integration work. The technician may provide guidance, perform research and recommend innovative solutions for unique challenges encountered on custom builds and project vehicles.

Apollo Sprayers International

Outside Sales Representative in Vista, California

The ideal candidate will bring hands-on experience in automotive painting or body-shop operations. This position will involve local travel across Southern California to conduct sales calls, product demonstrations and customer training sessions to drive new business and expand the company's presence in the automotive and industrial paint spray markets.

Mishimoto

Business Development Manager in Dallas-Fort Worth, Texas

If selected for the position, the role will be responsible for identifying and engaging current and potential customers, growing B2B sales within an assigned territory through face-to-face customer visits, networking and presence at industry events to promote products and grow sales.

Image courtesy of Shutterstock/Iryna Inshyna