By Ashley Reyes

Nominations for SEMA's Council & Network Awards are now open at sema.org/cn-awards. These awards will be presented at the 2025 SEMA Show, November 4-7, in Las Vegas, and honor leading companies and individuals who have made significant contributions to their industry segments and communities during the past year.  

Among the nine SEMA councils and network communities are passionate industry professionals and businesses that are paving the way for the advancement of their particular market segments. Through their leadership, forward-thinking innovations, and commitment to growth, they bring awareness and stature to the markets they represent while driving progress for future generations.    

If you know a council or network member who deserves to be honored and celebrated for their accomplishments, SEMA wants to hear from you! Award nominations are open in the following categories.  

• Automotive Restoration Market Organization (ARMO): Business of the Year, Person of the Year. 
• Emerging Trends & Technology Network (ETTN): Engineer of the Year. 
• Future Leaders Network (FLN): Professional of the Year Award, Vanguard Award.  
• Hot Rod Industry Alliance (HRIA): Business of the Year, Hall of Fame, Industry Recognition Award. (Entries for HRIA's Design & Engineering Award and Evolution of Hot Rodding Award will open closer to the SEMA Show). 
• Motorsports Parts Manufacturers Council: Hall of Fame
• Professional Restylers Organization (PRO): Jim Borré Lifetime Achievement Award, Manufacturer of the Year, Nat Danas Person of the Year, Restyler of the Year.  
• SEMA Businesswomen's Network (SBN): Member Impact Award, #SheIsSEMA Woman of the Year Award. 
• Truck & Off-Road Industry Alliance (TORA): Hall of Fame, Jessi Combs Ambassador Award, Retailer of the Year.  
• Wheel, Tire, Suspension & Brake Council (WTSBC): Business of the Year, Hall of Fame, Person of the Year.  

The deadline for submitting nominations is Monday, September 1, and nominees must be current members of the council or network in which they are being nominated to qualify. Learn more at sema.org/cn-awards.

Online registration for qualified professional attendees is $75 per person through Friday, September 26. Starting September 27, registration online or 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. 

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.

By Ashley Reyes

The SEMA Professional Restylers Organization (PRO) is helping automotive restylers gain recognition for their talents, build connections with industry leaders and elevate their brand through its signature PRO Cup Challenge at the 2025 SEMA Show, November 4-7, Las Vegas. 

Applications are open now and run through Friday, July 15 at sema.org/pro-cup-challenge.  

How Does the PRO Cup Challenge Work?  

The PRO Cup Challenge invites automotive restylers to showcase their skills by designing an accessory package for a new model vehicle that appeals to a broad audience. As part of the competition, six companies will be selected to display their vehicle in the PRO booth located in the Las Vegas Convention Center West Hall. The goal is to show restylers, dealers and accessory manufacturers the benefit of designing marketable packages rather than one-off vehicles. To qualify for the competition, the vehicle must have maximum labor hours of 40 hours per package installed and have a wholesale cost of no more than $12,500 to the dealer.  

The PRO Cup Challenge winner is selected by a panel of judges based on the vehicle's marketability, ease of reproduction, creativity and profitability. SEMA Showgoers will vote for their favorite accessory package and recognize it as the People's Choice Award winner.  

Why is the PRO Cup Challenge Important?   

New-vehicle owners want their cars to reflect their personality and lifestyle. The PRO Cup Challenge gives restylers an opportunity to meet this demand and highlight how custom options can help dealerships attract new customers and drive repeat business. For manufacturers that partner with PRO Cup Challenge participants to include their parts on the vehicles, the challenge serves as a platform to demonstrate how their products can be used to create stunning, marketable vehicle customizations.  

Leading By Example  

Classic Soft Trim Pittsburgh, an automotive restyling shop in Pittsburgh, Pennsylvania, won the 2024 SEMA PRO Cup Challenge for its customized '24 Toyota Rav 4 XLE Hybrid. Themed “Northern Lights”, Classic Soft Trim Pittsburgh’s build sheet featured:   

• Alea Leather, Interior-Northern Lights  
• Alea, Carbon Fiber Heating Pads  
• Ironman 4x4, Uber Lite Rooftop Tent  
• Ironman 4x4, 2-in. ATS Suspension Lift Kit  
• Ironman 4x4, Front Bumper Guard  
• Ironman 4x4, 7-in. Scope Driving Lights  
• Ironman 4x4, 7-in. Scope Driving Light Covers (Amber)  
• Mickey Thompson, Baha Boss A/T Tires (4)  
• Enkei, Overland Wheels (4)  
• SeatbeltPlanet, REWEB Seatbelts – Lime Green  
• Trim Illusion, Mirror and Door Handle Caps  
• XK Glow, LED Undercar Lights  
• VOXX, 10-in. Smart TV Seatback System  
• Llumar, Driver and Passenger Front Window Tint  
• TSS Roof and Accents, Wrap & Badges  

Applications Now Open 

Applications for the 2025 SEMA PRO Cup Challenge until Friday, July 25. If selected, competitors must complete and submit a build sheet with the basic concept of their package by September 5. Apply here today. 

To view the build sheets of the 2024 SEMA PRO Cup Challenge competitors, visit this link.  

To learn more about the PRO Cup Challenge, visit www.semapcc.com.  

PRO is looking for member manufacturers to donate parts or offer parts at a discounted price to PRO Cup Challenge applicants. This is a great opportunity to showcase your products on the vehicles that are selected for the competition. Sign up here.  

Online registration for qualified professional attendees is $75 per person through Friday, September 26. Starting September 27, registration online or 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. 

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.

By Juan Torres

To help exhibitors connect with media at the 2025 SEMA Show, November 4-7 in Las Vegas, exhibitors are invited to complete a brief Exhibitor Information Form, which will be shared with registered journalists and media outlets covering the Show.  

Whether you're launching a groundbreaking product, showcasing an innovative service or revealing a custom vehicle build, this is your chance to inform media of your plans for this year's Show. By submitting your information, you increase your chances of being included in media coverage before, during and after the event--and may even be contacted for interviews or feature stories. 

Why Submit the Form? 

• Boost Visibility: Share what's new, exciting and happening in your booth. 
• Facilitate Coverage: Help media identify relevant stories, industry trends and schedule interviews. 
• Maximize ROI: Leverage your presence at the Show with increased press attention. 
• Get Noticed Early: Submitting early gives you the best opportunity to be featured. 
• Inclusion in SEMA Publications: Your news could also be used by SEMA publications. 

Available to SEMA Show exhibitors only, the form is quick to complete and tailored to highlight key details that media look for when building their SEMA Show coverage plans. 

Submit the Exhibitor Information Form here. 

Online registration for qualified professional attendees is $75 per person through Friday, September 26. Starting September 27, registration online or 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. 

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.

By SEMA News Editors

Know a student or working tech who deserves recognition? The TechForce Foundation and the SEMA Show, official host of the 2025 Techs Rock Awards, are joining forces to spotlight the technicians who are powering our world forward. These awards celebrate the skill, passion and impact of students and professionals in technical careers.  

Nominations for the 2025 Techs Rock Awards are open online here. Two grand prize winners will receive a trip to Las Vegas, gain exclusive access to the 2025 SEMA Show floor, and be celebrated as the winner of the renowned Techs Rock Award.  

Categories include automotive, diesel, collision, welding, restoration, HVAC and more. Anyone can submit a nomination.  

Nominations close on Monday, August 11 at TechForce.org/TechsRock.

Online registration for qualified professional attendees is $75 per person through Friday, September 26. Starting September 27, registration online or 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. 

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.

By SEMA News Editors

SEMA+, the new membership for anyone who has a passion for cars, trucks, off-roading, racing, wrenching or just being a part of the scene, is the best way to stay connected with the car community, whether it's taking advantage of your exclusive benefits, gaining access to some of the aftermarket's premier events or even sharing your ride with the many other likeminded SEMA+ members around the country.

Now on Instagram, Facebook and TikTok, SEMA+ is offering a new way for you to show off your own unique vehicle--whether it's an off-road rig, hot rod or anything in between--and connect with our awesome community of passionate gearheads.

Want to get featured? Join SEMA+, then visit the SEMA+ portal to send us your "Ride in the Wild" cruising the streets, conquering mountain trails, burning down the drag strip or flying across sand dunes, for the chance to be featured on the SEMA+ social channels.

Already a member? 

👉 Login to submit your "Ride in the Wild."

Not yet a member?

Join for just $40/year ($3.33/month) and get:

✔ Discounts on events, parts and brands.
✔ Access to members-only perks.
✔ Membership to SEMA's first-ever car and truck club.

Don't miss out on more opportunities to connect with this passionate community. Whether you work on cars and trucks or just love them, SEMA+ is for you. 

Join now ➡️ sema.org/plus

By SEMA News Editors

The SEMA Show, November 4-7, 2025, in Las Vegas, continues to raise the bar for global industry engagement with the debut of the International Pavilion, a new feature for 2025 designed to connect worldwide automotive brands with the industry's top buyers, media, and influencers.

For the first time since 2019, SEMA is expanding back into the Westgate Las Vegas Resort & Casino. The venue will be reimagined as a dynamic hub for international discovery and business opportunity--one that supports SEMA's growing global presence and provides a launchpad for innovative brands.

Inside the International Pavilion: A Must-Attend Show Feature

Located in a high-traffic area of the Westgate, the International Pavilion invites attendees to meet face-to-face with manufacturers, distributors, and sourcing contacts from around the world. It's also a rare chance to explore products not yet widely available in the U.S. market—ranging from performance parts and accessories to specialized tools and emerging technologies and beyond.

More than just exhibit space, the Pavilion will host some of SEMA Week's most anticipated gatherings, including the SEMA Kickoff Breakfast, the NHRA Breakfast and select VIP networking events. Exhibitors in this space benefit from premium visibility and the chance to engage with decision-makers during these high-profile moments.

Whether you're seeking new suppliers, scouting untapped innovations, or aiming to expand your international footprint, the International Pavilion delivers a unique opportunity to experience the global aftermarket—all in one place, at the 2025 SEMA Show.

Online registration for qualified professional attendees is $75 per person through Friday, September 26. On September 27, registration will be $100, available online or on-site. 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. 

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.

By Ashley Reyes

Heads up, truck and off-road builders! The SEMA Truck and Off-Road Alliance (TORA) is accepting applications for its TORA Feature Vehicle Showcase at the 2025 SEMA Show, November 4-7, Las Vegas, until Friday, August 1. Located on the outside walkway between North Hall and West Hall of the Las Vegas Convention Center, known as the TORA Feature Vehicle Trail, the showcase features an impressive lineup of up to 10 standout builds that demonstrate the latest trends and business opportunities driving today's truck and off-road markets.  

Benefits of Applying  

• Get your build and brand in front of thousands of industry pros, buyers, and media 
• Compete for the TORA Best in Show Award 
• Boost your brand with digital and social exposure 
• $500 of your $1,500 entry goes to support SEMA Cares 

Qualifications  

Applications are being accepted in the areas of SUV, side-by-side, lifted truck, lowered truck, overland, off-road, EV/hybrid and CUV/crossover. Each vehicle should demonstrate superior design, craftsmanship and quality.  

Interested applicants must be a current SEMA and TORA member, and manufacturers must be exhibiting at the SEMA Show. 

Don't miss your chance to shine! Apply here or contact TORA Council Director Denise Waddingham at deniselw@sema.org with any questions. 

From the SEMA Washington, D.C., office

President Trump signed H.R. 1, the "One Big Beautiful Bill Act," into law on Friday, July 4. The new comprehensive tax law permanently extends several key tax incentives for businesses and expands several long-standing pro-growth tax policies in the coming years.  

The SEMA-supported law provides tax certainty to American businesses and includes several key provisions that benefit SEMA member companies, making this a massive win for specialty aftermarket businesses.  

Key provisions in the new law include:  

• Tax Rate Certainty: Make permanent the current tax rates for individuals and pass-through businesses, which were scheduled to increase at the end of 2025. 
• 199a deduction made permanent: Pass-through businesses will permanently be able to deduct 20% of their business income. 
• Section 179 expensing: Raises the cap for small-business expensing under Sec. 179 from $1,000,000 to $2,500,000, with a higher phase-out threshold. Sec. 179 covers investments, including cars/work vehicles, office equipment, business machinery and computers. 
• Full expensing for R&D and capital investments: Permanently allows 100% immediate expensing for research & development (R&D) and investments in qualified property acquired on or after January 19, 2025. 
• Depreciation allowance for qualified production property: Allows 100% immediate deductibility of certain investments in new factories and improvements. 
• Expanded business interest deduction: Newly eligible deductions include any trailer or camper that is designed to provide temporary living quarters for recreational, camping or seasonal use and is designed to be towed by a motor vehicle. 
• Estate exemption: Increases and permanently extends the estate and lifetime gift tax exemption to $15 million per person (indexed to inflation), which was previously scheduled to drop to $7 million per person in 2026. 
• State and Local Tax (SALT) Deduction Cap: Increases the SALT deduction cap from $10,000 to $40,000 annually for households earning up to $500,000 through 2029. The SALT deduction will return to a maximum of $10,000 in 2030. 
• New markets tax credit: Permanently extends this tax credit to increase investment in low-income communities. 

The law also includes several automotive-specific provisions that will impact both the vehicles that automakers produce and incentives associated with purchasing new vehicles, including electric vehicles (EVs): 

• EV tax incentives: The law eliminates the EV tax incentive ($7,500 for the purchase of a new vehicle and $4,000 for a used EV) starting on October 1. 
• CAFE: Fuel-economy penalties are now eliminated. These penalties had previously incentivized automakers to produce more fuel-efficient vehicles to avoid penalties. 
• Buy American Incentive for Vehicles: A new, major provision encourages the purchase of American-made cars, trucks and SUVs. From 2025 to 2028, individuals can deduct up to $10,000 if they buy an American-made vehicle. These deductions decline past taxable income thresholds of $100,000 for individuals and $200,000 for joint filers. 

SEMA thanks those in the Senate and House of Representatives who engaged with and listened to members of SEMA's community of aftermarket businesses and automotive enthusiasts to ensure that pro-growth legislation champions businesses of all sizes and gives entrepreneurs the tools they need to compete in today's economy.  

Questions? Reach out to Juan Mejia, SEMA's senior manager for federal government affairs, at JuanM@sema.org. 

Image courtesy of Shutterstock

From the SEMA Washington, D.C., office

President Trump signed H.R. 1, the "One Big Beautiful Bill Act," into law on Friday, July 4. The new comprehensive tax law permanently extends several key tax incentives for businesses and expands several long-standing pro-growth tax policies in the coming years.  

The SEMA-supported law provides tax certainty to American businesses and includes several key provisions that benefit SEMA member companies, making this a massive win for specialty aftermarket businesses.  

Key provisions in the new law include:  

• Tax Rate Certainty: Make permanent the current tax rates for individuals and pass-through businesses, which were scheduled to increase at the end of 2025. 
• 199a deduction made permanent: Pass-through businesses will permanently be able to deduct 20% of their business income. 
• Section 179 expensing: Raises the cap for small-business expensing under Sec. 179 from $1,000,000 to $2,500,000, with a higher phase-out threshold. Sec. 179 covers investments, including cars/work vehicles, office equipment, business machinery and computers. 
• Full expensing for R&D and capital investments: Permanently allows 100% immediate expensing for research & development (R&D) and investments in qualified property acquired on or after January 19, 2025. 
• Depreciation allowance for qualified production property: Allows 100% immediate deductibility of certain investments in new factories and improvements. 
• Expanded business interest deduction: Newly eligible deductions include any trailer or camper that is designed to provide temporary living quarters for recreational, camping or seasonal use and is designed to be towed by a motor vehicle. 
• Estate exemption: Increases and permanently extends the estate and lifetime gift tax exemption to $15 million per person (indexed to inflation), which was previously scheduled to drop to $7 million per person in 2026. 
• State and Local Tax (SALT) Deduction Cap: Increases the SALT deduction cap from $10,000 to $40,000 annually for households earning up to $500,000 through 2029. The SALT deduction will return to a maximum of $10,000 in 2030. 
• New markets tax credit: Permanently extends this tax credit to increase investment in low-income communities. 

The law also includes several automotive-specific provisions that will impact both the vehicles that automakers produce and incentives associated with purchasing new vehicles, including electric vehicles (EVs): 

• EV tax incentives: The law eliminates the EV tax incentive ($7,500 for the purchase of a new vehicle and $4,000 for a used EV) starting on October 1. 
• CAFE: Fuel-economy penalties are now eliminated. These penalties had previously incentivized automakers to produce more fuel-efficient vehicles to avoid penalties. 
• Buy American Incentive for Vehicles: A new, major provision encourages the purchase of American-made cars, trucks and SUVs. From 2025 to 2028, individuals can deduct up to $10,000 if they buy an American-made vehicle. These deductions decline past taxable income thresholds of $100,000 for individuals and $200,000 for joint filers. 

SEMA thanks those in the Senate and House of Representatives who engaged with and listened to members of SEMA's community of aftermarket businesses and automotive enthusiasts to ensure that pro-growth legislation champions businesses of all sizes and gives entrepreneurs the tools they need to compete in today's economy.  

Questions? Reach out to Juan Mejia, SEMA's senior manager for federal government affairs, at JuanM@sema.org. 

Image courtesy of Shutterstock

From the SEMA Washington, D.C., office

A new trade agreement with Vietnam is expected to reshape how many U.S. companies source and export goods, and arrives just as President Trump reaches a self-imposed July 9 deadline for additional tariff agreements with dozens of other countries. The July 3 announcement of a new trade deal with Vietnam establishes a 20% tariff on the products Vietnam exports to the United States (thus replacing the originally proposed 46% reciprocal tariff). There will also be a 0% tariff on U.S. exports to Vietnam.

The deal comes with an important caveat regarding transshipments (more details below).

Key Takeaways for SEMA members and industry members: 

• Consider Vietnam as a more predictable and lower-risk production alternative to China.
• Take advantage of tariff-free export opportunities into Vietnam.
• Review your Vietnam-based sourcing for any Chinese-origin content.
• Watch for future guidance on enforcement standards for the 40% transshipment penalty.

More Analysis on What This Means for Businesses

For automotive specialty-equipment businesses, the announcement provides both an opening and new compliance considerations.

In recent years, Vietnam has become an increasingly important manufacturing partner for U.S. companies, largely due to steep tariffs imposed on Chinese goods during President Trump's first term, which President Biden kept in place. Those measures pushed companies to diversify their supply chains, and Vietnam emerged as a leading alternative, especially for electronics, textiles and furniture. Many automotive suppliers have followed that trend, with companies turning to Vietnamese facilities for components, accessories and electronics.

Now, with this formal tariff deal in place, Vietnam stands out as a viable and stable production base, especially for businesses looking to move production out of China.

However, the deal includes an important caveat: the U.S. intends to clamp down on goods that are rerouted through Vietnam by companies looking to reduce the cost of tariffs. This means that products that originate in other countries (especially China), and are only minimally processed in Vietnam, will face a 40% transshipment tariff.

• Specific guidance and enforcement criteria remain unpublished, but companies relying on Vietnam-based suppliers should evaluate their sourcing and manufacturing processes to avoid penalties.

The most encouraging development is Vietnam's 0% tariff commitment on U.S. exports, including vehicles with large engine displacement. This opens doors for U.S. manufacturers, performance brands and specialty parts suppliers seeking to enter or expand sales in Southeast Asian markets.

Next Steps

For the Vietnam agreement, SEMA will continue to monitor implementation and advocate for clear, fair standards on behalf of our members. For other nations, expect a flurry of announcements as the upcoming July 9 deadline is reached.

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

Image courtesy of Shutterstock