By Cristian Gonzalez

 

Over the Past Few Years, Fox Bodies Have Made a Comeback––and the Aftermarket Is Responding With Increasing Ingenuity

 

They are so back!
 

And who would have thought? The iconic Fox-Body Mustangs of the '80s and early '90s are making a comeback in the restomod arena as well as increasing inroads into pro-touring motorsports.
 

If you attended the 2024 SEMA Show in Las Vegas or the PRI Show in Indianapolis, you might have noticed a more significant Fox-Body presence, signaling a return of these vehicles to the automotive spotlight amid the cultural zeitgeist for all things retro. They are popular once more—but why, and why now?
 

A RETURN TO GLORY DAYS

Fox Bodies have always had a presence in grassroots drag racing. Growing aftermarket interest in the platform is expanding applications to other motorsports. Courtesy of Damon At E3XTREME.
 

The Fox-Body Mustang is the third generation in the Ford Mustang lineage, following the uncelebrated run of the Mustang II. Its manufacturing years were from '79–'93, with a significant change to the front end from a "four-eye" design to the more popular and recognizable aeronose in '87. Rear-end styles encompassed the notchback, hatchback or the less popular convertible. Ford offered such powertrain options as the 2.3L inline-4 Lima and the 3.8L Essex V6; however, it was the 5.0L High Output 302ci V8 that became synonymous with the platform.
 

To better understand the current market and find out what demographic is restomodding Fox Bodies, we contacted Manir Karim, owner of Our Dream Resto Mod, out of Salsbury, North Carolina. The hot-rod shop never labeled itself a Fox-Body specialty shop, but Karim considers himself a fan of the platform. Owning a few in his lifetime gave him the eye and creativity for some pristine builds. Word of the shop's work got around, and now Fox Bodies are their bread and butter.
 

"I would say we've been messing with them on a business level for the last 13 years or so," says Karim. "And definitely from when I first started to now, I'd say the last five years have been crazy as far as popularity."
 

Karim believes nostalgia plays a significant role in the platform's current revival. Most customers bringing in their Fox Bodies are in their 50s and 60s—either original owners or enthusiasts who recently bought the same model they drove in the '80s or '90s to relive the good times with modern upgrades.
 

The extent of vehicle modification has also paralleled the platform's popularity. Fox Bodies have always been easily modifiable cars with strong aftermarket support. But where modifiers were previously apprehensive about putting big money into restomodding them, Karim says that's not the case anymore.
 

"We've done many no-budget Fox-Body builds, which was unheard of because it was almost like you're throwing your money away. People would do it on fastback Mustangs or 'Cudas. Whatever it took, they would fix them, make them nice, but no one would do that with a Fox Body. But we have done quite a few six-figure builds, which in the grand scheme of things in the restoration world isn't much, but for Fox Bodies, it's a lot."
 

Karim, along with every other source for this article, sees the original targeted demographic for this vehicle now at an age where they are monetarily stable enough to invest in their high-school dream cars.
 

With more premium Fox-Body builds making waves, like Holley's pro-touring notchback at the recent SEMA Show, it's a green light for others to follow suit and take it further.
 

THE AFTERMARKET

Originally coming with a four-lug wheel pattern, five-lug conversions were among the first mods to be installed for more wheel options and performance benefits. Courtesy of QA1. 

Several factors make third-gen Mustangs so popular within their restomod circles: their abundance in the secondhand market, their low market cost, aftermarket support, and how relatively simple they are to work on.

 

Modifiers typically start with five-lug conversions, permitting a wider wheel selection, followed by upgrades that enhance stance and handling, such as suspension and brake improvements. "Getting the stance right and putting a nice set of wheels goes a long way on these cars," expresses Karim.
 

Detroit Speed and Engineering made serious strides in the Fox-Body suspension market at the 2024 SEMA Show as the architect behind Holley Performance's Fox-Body build. (At that time Detroit Speed was under the Holley umbrella, but since has been acquired by QA1.) The performance notchback was Holley's booth vehicle promoting domestic muscle products and garnering favorable attention from attendees. Nathan Peterman, senior product design engineer at Detroit Speed, says with the rise in Fox-Body interest, the company wanted a project vehicle for use as a research and development canvas—a way to test new suspension systems.
 

"They're extremely well supported on a lot of the driveline stuff," says Peterman. "But we saw a hole for high-end-racing and pro-touring-type suspension. There's a lot of suspensions that have been on the market for a long time, but of course, with time you learn new things, and there's ways to improve upon it."
 

Companies like Detroit Speed are making third-gen Mustangs more prevalent in motorsports. While the vehicles have always been present in the drag-racing world, their unibody flex has hindered their cornering performance in other types of racing. But the aftermarket has been catching up to alleviate that trouble, and Detroit Speed has demonstrated the platform is far more capable than previously noticed.
 

The company has different levels of suspension conversions for the front and rear systems, but its notchback project utilizes Detroit Speed's Short Long Arm (SLA) conversion system that incorporates upper and lower control arms with coilovers. According to Peterman, track testing has demonstrated a significant drop in lap times when the front strut setup is exchanged for the new SLA system.

"We got a good chance to do back-to-back, similar weather, fresh tires for both runs on the same racetrack to see how advantageous it is to go to an SLA compared to a max effort strut suspension. We headed up the local track that we use and went from a minute 45 lap to a minute 43, just from the front suspension change."
 

In racing, 2 seconds can feel like an eternity, and when you add a Ford Performance 363 crate engine with a Holley 4150 intake and a Sniper throttle body, you show the performance world that Fox Bodies can hold their own beyond the dragstrip.
 

Peterman and the Detroit team "took it on Power Tour and probably put 8,000 to 10,000 miles on it last year, just driving it on the road to different events. We autocrossed it, we drag-raced it, drove on road courses, and all around it turned out to be a good everything vehicle… We saw a big uptick in road racing and autocross and the street pro touring scene. We wanted to jump on that and ride that wave of popularity on those."
 

When a Fox Body grabs a spotlight in a Holley booth, it's clear the platform isn't just back. It's building prominence. But Holley and Detroit Speed weren't the only ones making a buzz at SEMA with a Fox Body.
 

A NEW FRAMEWORK

Roadster Shop had a unique eye-capturing display at the 2024 SEMA Show to debut their SPEC Chassis for the Fox Body. Courtesy of Eastwood Garage. 

More Fox and a little less Body, Roadster Shop's booth featured a remarkable display debuting their new SPEC Chassis for third-gen Mustangs. The display featured the new chassis bolted to a half-skeletonized body to mock up how their new frame would interact and bolt up to the original subframe.
 

Roadster Shop specializes in aftermarket chassis for both body-on-frame and unibody vehicles, and the SPEC chassis give the unibody cars body-on-frame handling while eliminating the shock towers, allowing more engine bay room and compatibility with popular powertrains.
 

The display certainly grabbed attention and widened some eyes, but just how responsive was the public to the release? Was there much demand for aftermarket products starting at $15,000 for this platform? According to Roadster Shop Co-Founder Jeremy Gerber, demand has indeed made the chassis a hot commodity.
 

Gerber explains that when they unveil a new product, it's typically a slow rollout. It's never a floodgate of overwhelming demand. However, "This particular product was the closest thing I could say we've experienced [to instant demand]. Honestly, I was shocked by the reaction and by how many initial sales we got… Right out of the gate, it's a pretty damn good performing product."
 

Roadster Shop didn't time the market for this release, but Gerber believes this phase in the platform's aftermarket growth was bound to explode based on its history. "It's not like it just came out of nowhere," he says. "It's been a popular car that people modify ever since its inception. It has a huge fan base… So I don't think we necessarily timed it to when the car became popular. I think we timed it so the right demographics are now getting to the point that they're willing to spend a little bit more money than in years past."
 

A GROWING FUTURE

Detroit Speed and Engineering's notchback Fox Body received prominent display in Holley's booth at the 2024 SEMA Show. Courtesy of Eastwood Garage.

The aftermarket future looks bright for Fox Bodies. "I think it's just getting started," asserts Gerber, noting that the demand for higher-end level builds will increase. Shops like Our Dream are already making great strides with his new frame.
 

Karim had ordered the SPEC chassis for a client with an '81 T-top coupe and has big plans for the project. He hopes to show more consumers that a high-end Fox Body build is worth pursuing. "We're going to flush fit all the glass… And then we're going to [build] a pretty wild coyote. Hopefully, [we'll get] a four-digit car with more than 1,000 hp. We have some ideas on the body. We might do some unique engine bay stuff since the Roadster Shop chassis gives us a blank canvas for the engine compartment."
 

New products like the SPEC Chassis and Detroit's SLA system are opening new opportunities for Fox-Body builders and, as Karim expressed, offering a new slate for higher-end builds in a market seeking more from the platform. So, what's next?
 

Having built numerous Fox-Body Mustangs and being familiar with their stock and modified architecture, Karim hopes to see more support in exhaust systems. "There's tons of exhaust systems for these cars," he says, "but there's not an exhaust system that goes from the headers back that fits. Usually, this company will make a great header. That company will make a great mid-pipe, and then this company will make a great cat-back. But when you try to put it all together, you have to modify something to get it to fit nicely."

 

For Gerber, higher-end bodywork is a gap that has yet to be filled in these builds. That could very well change in the coming years as more products are released for the platform, encouraging top-tier, SEMA Battle of the Builders-level vehicles.
 

Josh Stamper, vice president of marketing and new product development for SS Tubes, is familiar with the platform, having developed a two-piece fuel-line system that works around aftermarket subframe connectors for the third-gen. Stamper agrees we'll see significant movement with the body of these Mustangs in the coming years and predicts the Fox-Body aftermarket will soon mirror that of the first-generation Mustangs in some aspect.
 

He explained that with companies like Roadster Shop now offering complete chassis, a growing market for reproduction body panels—similar to what exists for late-'60s Mustangs—is likely to follow. Stamper concludes, "I think with Fox Bodies, in the next 10 years, we'll be able to purchase a brand-new shell and custom panels. I think they'll be that popular." 
 

By Ashley Reyes

 

Releasing a new product into the market is an exciting endeavor. After months--or even years--of development, finally getting to share your innovation with the world marks a pivotal moment for your brand. Equally important, however, is protecting your innovation, and patents can help. 

SEMA members are invited to a new webinar on Thursday, July 31, at 10:30 a.m. PDT/1:30 p.m. EDT. that will cover essential information on how companies can protect and monetize their intellectual property. Presented by the SEMA Future Leaders Network (FLN), the webinar will help attendees learn how to utilize patents to protect their brand, inventions and innovations, strengthening their ability to compete and grow in the automotive aftermarket industry. 

About the Speakers  

This webinar will feature speakers Jeffrey Banyas, manager of legal production at Sisson & Banyas Attorneys at Law, and Ifti Zaim, counsel at Irwin IP LLP (now a part of Miller Johnson). 

Banyas is a licensed United States patent attorney who advises his clients on all aspects of intellectual property law. His practice encompasses licensing negotiations, enforcement, patent drafting and prosecution, trademark filing and prosecution, e-commerce, trade secret documentation and copyrights. Zaim directs his practice towards utility and design patent litigation, patent validity challenges before the Patent Trial and Appeal board, intellectual property-related customs disputes and trade-secret litigation. 

The first 20 members to register for the webinar will receive a $20 Uber Eats Voucher to use the day of the webinar--so don't wait. Register here. 

 

From the SEMA Washington, D.C., office

 

In a significant victory for automotive enthusiasts and the specialty-equipment industry, Colorado and Texas have enacted two SEMA-supported bills--Colorado House Bill (HB) 1281 and Texas Senate Bill (SB) 1816--that legalize the titling, registration and on-road use of Japanese-manufactured miniature vehicles, commonly known as kei trucks. 

Originally developed in Japan for efficient, affordable transport, kei trucks are compact utility vehicles with engines under 660cc. Despite their size, they offer surprising capability and charm--earning a loyal following among American enthusiasts. Across the United States, owners are customizing their trucks, hosting meetups and building communities around these cultural icons. 

Signed by Colorado Governor Jared Polis, HB 1281 reduces regulatory ambiguity by allowing kei vehicles to be titled and registered without being disqualified based on their original design. The law eliminates unnecessary inspections and affirms the rights of owners, sellers and restoration professionals--bolstering a $3.9-billion specialty equipment industry that supports more than 17,000 jobs statewide. 

 

Texas Governor Greg Abbott signed SB 1816 into law, officially recognizing kei trucks as motor vehicles under Texas law. The bill mandates essential safety features and aligns with federal import standards by requiring vehicles to be at least 25 years old. It also formalizes the state’s 2024 decision to lift its registration ban, reinforcing support for Texas’ $24.7-billion aftermarket economy and nearly 100,000 industry jobs. 

Kei trucks are more than a trend--they represent a growing movement rooted in creativity, sustainability and cultural appreciation. These legislative wins reflect that momentum and set a precedent for other states to follow. 

SEMA remains committed to protecting the rights of enthusiasts and supporting the businesses that serve them. For more information on these bills or to get involved in kei truck advocacy, contact Victor Muñoz, SEMA senior manager of state government affairs, at victorm@sema.org.

 

Photos courtesy of Lone Star Kei and Texas Import Society

From the SEMA Washington, D.C., office

 

In a significant victory for automotive enthusiasts and the specialty-equipment industry, Colorado and Texas have enacted two SEMA-supported bills--Colorado House Bill (HB) 1281 and Texas Senate Bill (SB) 1816--that legalize the titling, registration and on-road use of Japanese-manufactured miniature vehicles, commonly known as kei trucks. 

Originally developed in Japan for efficient, affordable transport, kei trucks are compact utility vehicles with engines under 660cc. Despite their size, they offer surprising capability and charm--earning a loyal following among American enthusiasts. Across the United States, owners are customizing their trucks, hosting meetups and building communities around these cultural icons. 

Signed by Colorado Governor Jared Polis, HB 1281 reduces regulatory ambiguity by allowing kei vehicles to be titled and registered without being disqualified based on their original design. The law eliminates unnecessary inspections and affirms the rights of owners, sellers and restoration professionals--bolstering a $3.9-billion specialty equipment industry that supports more than 17,000 jobs statewide. 

 

Texas Governor Greg Abbott signed SB 1816 into law, officially recognizing kei trucks as motor vehicles under Texas law. The bill mandates essential safety features and aligns with federal import standards by requiring vehicles to be at least 25 years old. It also formalizes the state’s 2024 decision to lift its registration ban, reinforcing support for Texas’ $24.7-billion aftermarket economy and nearly 100,000 industry jobs. 

Kei trucks are more than a trend--they represent a growing movement rooted in creativity, sustainability and cultural appreciation. These legislative wins reflect that momentum and set a precedent for other states to follow. 

SEMA remains committed to protecting the rights of enthusiasts and supporting the businesses that serve them. For more information on these bills or to get involved in kei truck advocacy, contact Victor Muñoz, SEMA senior manager of state government affairs, at victorm@sema.org.

 

Photos courtesy of Lone Star Kei and Texas Import Society

By Ashley Reyes

 

Calling all truck and off-road builders: Are you ready to showcase your talents and creativity on the aftermarket industry's biggest stage?  

The SEMA Truck & Off-Road Alliance (TORA) is accepting applications for its TORA Feature Vehicle Showcase at the 2025 SEMA Show, November 4-7, in Las Vegas. 

What is the TORA Feature Vehicle Showcase?  

The TORA Feature Vehicle Showcase is a popular feature of the SEMA Show that highlights up to 10 unique truck and off-road builds on the outside walkway between North and West Halls of the Las Vegas Convention Center--known as the TORA Feature Vehicle Trail. The Showcase spotlights the latest trends and products driving the light-truck and accessory industry and gives builders a rare opportunity to promote their skills to a global audience.   

What types of vehicles qualify?   

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

 

Custom FN Customs' spotlights its customized '93 Mitsubishi Delica Overland in the 2024 TORA Feature Vehicle Showcase. Upfitted with more than 50 aftermarket products, the truck earned the TORA Best in Show Award voted on by SEMA Showgoers.  

What are the benefits?  

The SEMA Show is the best-attended trade event in the specialty-equipment industry. Having a vehicle included in the Showcase brings invaluable exposure for TORA member companies and puts their work in front of thousands of industry professionals, buyers and the media. It also increases awareness of the builders and manufacturers whose parts are on their vehicle. 

All selected vehicles are eligible to win the TORA Feature Vehicle Best in Show Award voted on by SEMA Showgoers. The winner will be announced in front of industry peers during the TORA SEMA Show Reception. Also, all vehicles are promoted on TORA's social-media channels and SEMA News up to and during the SEMA Show. 

 

Rick Wallen, owner of Custom FN Customs, accepts the TORA Feature Vehicle Best in Show Award at the 2024 SEMA Show  

Who qualifies to apply?  

Qualifying companies must be a current SEMA and TORA member, and manufacturers must be exhibiting at the SEMA Show. The cost to participate is $1,500, with $500 of that amount benefiting SEMA Cares-- the fundraising arm of SEMA that supports a variety of children's charities.  

Submit your application today.

By Michael Imlay

 

Now's the Time to Build Your Plan for Growth at the Industry's Preeminent Trade Event.

 

Economic fluctuations, supply-chain realignments, changing buyer habits—at times the market can feel like a confusing swirl of crosscurrents. For specialty-automotive manufacturers and suppliers, however, one steady constant remains: the annual SEMA Show, where the industry comes to do business.
 

"For businesses navigating a rapidly changing market, the SEMA Show offers more than inspiration; it offers stability and an unmatched environment to future-proof your business," says SEMA Vice President of Events Tom Gattuso. "In times of uncertainty, SEMA delivers clarity, confidence and opportunity, fueling connections that matter and growth that lasts."
 

In other words, if you're already a registered exhibitor for the 2025 SEMA Show, set to return to Las Vegas this November 4–7, you've made perhaps the single best investment for growth that a business can make, no matter the market. And if your company hasn't yet signed on to exhibit, there's still time to do so at semashow.com/exhibitor.
 

A UNIQUE VALUE PROPOSITION

 

No matter the economic climate, exhibiting at the SEMA Show is perhaps the single best investment a company can make for gaining
exposure, finding new buyers and growing business.

 

 

Having committed to the event, now is also the time to hone your Show plan to maximize ROI. According to SEMA Show Director Andy Tompkins, it all starts with recognizing and leveraging the Show's unique value proposition.
 

"There may be some external factors we're all concerned about right this moment, but the competitive landscape still exists—and you can seize a competitive edge when you demonstrate that you have new and innovative products at the SEMA Show. Our attendee surveys continue to find that discovering new products is top of mind for buyers and media alike," he says.
 

In addition, Tompkins believes the SEMA Show offers exhibitors unique opportunities to explore the industry's latest trends, introduce and brainstorm new product lines, grab industry and media attention, forge new relationships and future-proof their businesses.
 

Moreover, Gattuso notes that industry-wide enthusiasm for the Show plays to an exhibitor's advantage. "It just keeps growing," he says. "This year, we'll be building on the momentum of 2024, which saw the largest SEMA Show we've ever had with more than 2,000 exhibitors in an event covering more than a million square feet at the Las Vegas Convention Center. But the Show isn't just big—it's the best-qualified audience in the world for specialty-equipment brands."
 

"It's definitely a pure, qualified audience," agrees Tompkins. "Our 160,000-plus attendees are enthusiasts, influencers and decision-makers all rolled into one—everyone at the Show is dialed into the energy and passion on display throughout the week. As an exhibitor, you put your brand in front of an incredible amount of buying power that can propel you forward in the automotive space."
 

A FIRST-TIMER FINDS SUCCESS

 

Booth vehicles and unveilings draw crowds and create media opportunities that can generate content that lives far beyond the Show.

 

Tyler Green, founder and CEO of Cache Inc., can attest to the Show's power firsthand. Headquartered in Sandy, Utah, his homegrown company is the developer of the Basecamp System, a modular tailgate system for trucks. Easily fitted to a tailgate, the padded unit acts as a secure carrying hub for bikes, chairs, coolers and other gear. Last year, Cache became a first-time exhibitor—yet admittedly with some trepidation.
 

"After seven years in business, we knew that the SEMA Show could be a great opportunity to grow our OEM business through new automotive partnerships," says Green. "But it was quite the internal debate whether 'SEMA would be worth it' for our company."
 

Ultimately, the Cache team decided that landing just one new partnership would validate the time and money spent on the Show, so they made that their official goal. The strategy paid off.
 

"The response was amazing," Green relates. "With no preconceived expectations and surrounded by the large brands we continually look up to, we were shocked by the amazing traffic we produced with our team's DIY setup. Within a few hours the first day, we were approached by almost every auto manufacturer's accessory buyer and their teams. I'm proud to say we now will be launching four-plus new OEM partnerships that are set to go live in the coming months."
 

Based on Cache's success in 2024, Green strongly encourages first-time exhibitors to come up with at least one objective for the Show, then "sculpt" a plan around that objective to reach their key performance indicator (KPI). Additionally, don't underestimate the tremendous impact that an interactive, professional-looking booth can have on buyers and customers.
 

"This doesn't mean you have to go spend thousands on professionals," he explains. "But dedicate time and resources to building out a booth that is welcoming, have product information [ready] and be prepared with business cards galore. Lots of opportunities will come up that lead to other doors you wouldn't know were possible."
 

Green's ultimate piece of advice? "Begin reaching out to those you want to speak with months ahead of the Show—we learned that the hard way!"
 

From Tompkins' perspective, Cache is a prime example of an exhibitor smartly leveraging the Show. The brand set a clear, attainable goal for return on investment; next it developed and properly executed a Show strategy tailored to that goal; and then, post-event, the brand diligently followed up on leads.
 

"This is the proven advice we regularly give all our exhibitors," emphasizes Tompkins. "It may sound simple, but time and again, it works for all types of exhibitors, regardless of their size or what they hope to get from the Show."
 

Of course, SEMA Show planners realize exhibitors arrive in Las Vegas with a wide range of goals. Some mainly seek distributors or leads. Others aim to make a splash with a single new product, service or innovation. Larger businesses might have several items to showcase. Still others—especially legacy companies—focus more on strengthening their brand, attracting media coverage and connecting with content creators. Consequently, the Show has developed key features to deliver on all these fronts.
 

"Regardless of where you are in your company's lifecycle, there's no other place that can match everything our Show can do to take your business to the next level," asserts Gattuso. "Whether you want to fill a pipeline or raise your profile, this Show meets you where you are and provides you with the essential avenues for growth."
 

TOP TIPS FOR SUCCESS

 

Outdoor activations present opportunities to see products put through their paces. Aligning your brand with these and other vehicular
displays also grabs attention.

 

Whatever a brand's specific objectives, Gattuso and Tompkins say that the most successful exhibitor strategies will typically include the following:
 

• Taking full advantage of the SEMA Show New Products Showcase (see sidebar p. 29), a top attendee destination. In fact, buyers and media routinely build their day-to-day Show itineraries around the innovations they encounter at this Show feature, so having one or more products in the Showcase significantly boosts your chances of making their destination lists.
 

• Designing an interactive booth. Think carefully about what you can reasonably showcase in the space you have to grab attention. Perhaps it's your most eye-catching product or a top seller. Maybe it's several. Either way, match staffing, signage, collateral and furnishings to your needs while considering visitor engagement and traffic flow. Live demos and/or immersive media are popular ways to draw in passersby, and even a simple video loop can spark conversations. (Bonus hint: Many successful exhibitors say they mock up a booth at their headquarters and practice their Show pitches months ahead of time.)
 

• Alerting partners and potential new customers well in advance of the Show. Share what you'll introduce there and/or any booth promotions, presentations and activities. While you're at it, inform the media by uploading a press release to the SEMA Show media site (semashow.com/press-release). An explicit invitation to attendees can go a long way toward drawing visitors to your exhibit.
 

• Considering a booth vehicle. Attendees are enthusiasts at heart and naturally gravitate to exciting builds. If a vehicle of your own is out of reach, consider supplying product to one or more of the Show's hundreds of feature vehicles. (QR codes at feature builds lead attendees to exhibitors on the Show floor.)
 

• Scheduling time for Show networking events, educational seminars and activations. For an industry manufacturer or service provider, these Show features can be valuable in trendspotting, surveying what the competition is up to, staff training and enrichment, and exchanging fresh ideas and insights for growth with peers.
 

• Regularly consulting the Exhibitor Services Manual (ESM). The ESM contains detailed answers to virtually every question that can arise about exhibiting, deadlines, policies and procedures––making it an essential tool for success and cost savings. Access it online at exhibitor.semashow.com.

 

EVOLVING WITH THE MARKET

 

The SEMA Show's 160,000-plus attendees are enthusiasts, influencers and decision-makers all rolled into one-making them a qualified,
ready audience for whatever your brand has to offer.

 

 

Along with the above "traditional" Show strategies, exhibitors will want to keep in mind the changing nature of trade shows in general, and the SEMA Show specifically. In today's trade-event landscape, attendees are often younger, more connected and more interaction-oriented than ever before. That shift is fueling a wave of innovation in how the SEMA Show engages and entertains Showgoers, simultaneously bringing new opportunities for exhibitors to excite attendees and market to a wider audience.
 

"From live builds in SEMA Central to experiential features and drifting exhibitions, this isn't your father's trade show," Gattuso quips. "Younger attendees don't want a B2B-only model. They want involvement, and we're increasingly bringing that to them through interactive experiences, SEMA Live, SEMA Show Friday––Open to the Public and other features."

 

"This interactivity is a vital business opportunity," adds Tompkins. "And it's pulling in a new class of storytellers and content creators who can extend your reach beyond your booth if you know how to tap into them and speak with an authentic voice."
 

A growing number of companies are learning to do just that, seeing the Show as a one-of-a-kind opportunity to generate both real-world buzz and digital impact around their booth activities. Many now time their product launches or vehicle unveilings for the Show, capitalizing on the massive reach the event delivers through social and traditional media. Content-creator (AKA "influencer") collaborations have also become a regular aspect of SEMA, along with brands doing their own live streams and sharing of announcements, reels, clips and photos on social media.
 

"If you do it right, content gets created for you exponentially," observes Tompkins. "But whether you produce it yourself or let the Show do it for you, there's no better place to gather a year's worth of media assets."
 

"It's easy to think that digital campaigns are enough––and yes, you can invest in a paid media campaign with impressive reach––but it won't get you this audience," adds Gattuso. "SEMA attendees aren't passive scrollers. They're industry buyers, builders, creators and business owners who live and breathe automotive culture and eagerly share it online."

 

In other words, the SEMA Show remains a trade event where every exhibitor can easily stand out and grow their business. As Tompkins sums up, "The Show is a community that reflects the many facets and businesses of the aftermarket––including yours. If you come with well-set goals and a clear game plan for meeting them, people will find you, and all will fall into place. And why wouldn't you want to be a part of that?"

 

By SEMA News Editors

Total Cost Involved Engineering (TCI)

Multi-functional '63-'87 Chevy K-10 Pro1 4x4 Chassis

Total Cost Involved Engineering (TCI), the Ontario, California-based company with more than 50 years of chassis design experience, has introduced an American-made, multi-functional '63-'87 Chevy K-10 Pro1 4x4 chassis designed for off-road or daily driving. Like TCI's recently introduced Pro1 chassis for the '69-'72 K5 Blazer, the new chassis is manufactured with TCI's triple wall frame rails featuring 10-gauge plate steel; it is fixture welded to the desired profile; and includes a front and rear four-link suspension developed with the assistance of Currie Enterprises and RockJock engineers.

The triple-wall framerail design, also known as Boxed Beam, features a third vertical wall down the middle of the frame rails designed to provide improved torsional rigidity and strength. The widened front half of the frame provides additional steering and more header clearance. Engineered as a direct replacement, the Pro1 4x4 chassis for the '63-'87 K-10 is built around a late model LS/LT engine/trans platform. It uses a driver-side output Atlas transfer case, and the chassis is offered with customizable options, including axles, steering, suspension and drivetrain, including a Currie 44 front axle, Currie 60 rear axle, RockJock high-steer arms and Fox shocks.

totalcostinvolved.com/product/1963-1987-k10-pro1-4x4-chassis/

sales@totalcostinvolved.com, 866-925-4976

 

Dent Fix Equipment

RIV-E Battery-Powered Systems

Dent Fix Equipment, the Los Angeles-based manufacturer of collision repair tools, has announced the expansion of its professional riveting lineup with the RIV-E Multi-Function Riveter series. While Dent Fix's pneumatic riveters, like the DF-SPR70, are designed to deliver up to 10 tons of force for demanding applications, the new RIV-E series addresses the growing need for mobility and operational flexibility in modern collision repair facilities. The RIV-E 80 delivers up to 8 tons of computer-controlled pressure. In comparison, the RIV-E 60 is designed to provide 6 tons of force--both engineered to expand repair capabilities to areas where pneumatic systems cannot reach.

Both models are designed to feature:

• Multi-Function Capability: Self-piercing, flow-form, solid, and blind (with optional adapter) rivet applications in one portable system. It also performs hole punching, rivet removal and flattening.
• Controlled Precision: Consistent, repeatable results that match OEM specifications.
• Extended Runtime: Two batteries are included, designed to provide 300+ rivets per battery charge with rapid 60-minute recharging.
• Ergonomic Mobility: Smart design enables repairs in confined spaces and elevated positions.

The RIV-E 80 and RIV-E 60 are available immediately through Dent Fix's network of authorized distributors or dentfix.com. Both models are backed by comprehensive support and integrate seamlessly with existing Dent Fix Equipment consumables.

dentfix.com/riveting

310-349-1940

---

Releasing a new product? Contact editors@sema.org.

By Jack Haworth

Packaging is More Important Than Ever to Delivering Your Brand Concept--Are You Keeping Ip?

 

We'll be honest—packaging is not a topic of conversation that'll fire up most people within the aftermarket automotive industry. Collectively, our conversations revolve around the cars, parts, performance and innovations that drive this industry forward.
 

Nevertheless, disregarding its importance to a product's ultimate success is a perilous gamble. In fact, product packaging can be a key difference maker between success and failure in a retail environment.
 

"Packaging is the first intimate contact that the end-user has with your product," said Jarrett Wolf, senior product manager at Gearwrench. "Many times that packaging is the cause of a make-or-break purchasing decision, especially in a retail presence. If [companies] don't make that investment, many times the customer is going to walk right past that product because it didn't inspire them."
 

Packaging oversight is an issue that can affect any business within our industry, but especially those with limited resources and bandwidth. In today's competitive marketplace, business owners need to invest in quality packaging that serves a dual role—protecting the product and promoting the brand.
 

"We spend so much money on innovation and what differentiates the product," said Wolf. "However, that packaging needs to make it crystal clear to the end user that this [product] is something they need."
 

To better understand how packaging can improve sales and grow a brand, we talked to various sources to get their advice on optimizing package messaging, fundamental mistakes to avoid, and whether those influencer unboxing videos will grow your brand.
 

PACKAGING FUNDAMENTALS

 

In today's marketplace, investing in well-designed packaging that both protects product and promotes branding can significantly boost sales. Courtesy of Zenpack.

The most important rule of packaging is simple—protect the product.
 

"The number-one thing is that you can have the best-looking packaging and it looks perfect on your desk, but you should always, always, always test for shipability," said Wolf.
 

Designing flashy packaging that looks impressive and clearly explains the product's benefits is great, but not if that box is in tatters by the time it reaches its final destination.
 

"You've over-engineered it for looks and put every single piece of marketing copy you can on it, but you didn't think about how it was going to transition through the hands of FedEx or UPS or across the ocean," said Wolf. "The moment you forget that it's not just going to be you touching it, you're in danger."
 

This is especially true in the aftermarket automotive industry, where companies are often shipping heavy and oversized products. Delivering a broken product is a great way to receive a negative review online, so package durability needs to be priority number one.
 

"Shipping heavy parts in a robust and well-engineered package, with proper package filler to keep the product secure and safe in transit is important, and can make or break the consumer's experience," said Luke Walsh, account director at Kahn Media.
 

Designing a high-end package may look great on the computer screen, but it won't matter if the materials exceed your budget. In fact, it's best to avoid designing a package prior to sourcing the materials and understanding the cost.
 

"We get a lot of calls from customers who call us and say, 'I have a design ready, but it ends up to be X amount for one unit and I can't afford it,'" said Robin Tan, managing partner at Zenpack, an award-winning packaging design company based in San Jose, California. "That happens all the time, and then they have to go back to the drawing board. It's a time and money suck."
 

To help their clients avoid that outcome, Tan's team specializes in working with brands to both develop the packaging design and execute the manufacturing. "We identify the open box experience to meet the target audience need and then provide a material spec to meet customers' target cost."
 

For companies looking to handle packaging themselves, structural integrity should be the initial focus. Once the product is secure, Wolf suggests shifting focus to communicating with the customer.
 

"Once you are guaranteed that your product is going to arrive in perfect condition to the end user, your number-two [focus] is how you can leverage as much of the space on that packaging to tell your best story possible."
 

TELLING THE STORY

 

Business owners should not overlook the marketing potential of packaging.

Packaging is more than just a vessel for a product, it's an opportunity to convert customer interest into a sale.
 

"Packaging is how we put our best foot forward with our product," said Wolf. "We want it to scream to the customer all the features and benefits of what makes the product inside that box so great and why it deserves a coveted spot in that end user's toolbox."
 

While traditionally focused on mechanic's hand tools, Gearwrench recently decided to introduce a new product line of diagnostic tools. Wolf explained their goal was to offer an affordable but versatile product—the Professional Bi-Directional Diagnostic Scan Tool—that appealed to both experienced automotive technicians and casual enthusiasts.
 

Packaging would play a major role in introducing the product to the market.
 

"We challenged ourselves to look at it differently than any other package we had done before," said Wolf. "We created this packaging structure as if it was a storybook. It had a magnetic front to it, so when [customers] opened it, there was more information inside the front cover page of that package to tell them about the features and benefits of that product."
 

In fact, the innovative design earned the Gearwrench team a runner-up award for Packaging Design at the 2024 SEMA Show New Product Awards.
 

"We have people in our packaging department and people on our product team that come from various disciplines and different product backgrounds," said Wolf. "All those disciplines coming together is what really helped the diversity of thought and helped put these packages together."
 

On the other end of the spectrum, a small business usually won't have the resources to invest significant time and capital into designing innovative packages. However, business owners should not overlook the marketing potential of packaging.
 

"If I'm already going to spend a dollar on this box, let's spend another 10 or 15 cents to give this box a marketing value to communicate to their target audience when they receive the box," said Tan. "That 10 or 15 cents is cheap compared to the marketing dollar they will be spending to promote their company."
 

Ultimately, packaging is a golden opportunity to communicate with the customer—to tell your brand story and convince them to invest in your product.
 

"We just need to help [customers] understand the journey of what these tools really do," said Wolf. "Because if it's just sitting there hanging on a hang tag without walking them through what all these tools can do, the customer just isn't going to get it."
 

EASY TO UNDERSTAND

 

When it comes to the unboxing experience, details matter. Centerforce bolts its clutch kits together, using molded foam inserts to keep them safe, secure and appealing in their packaging. Courtesy of Centerforce Clutches.

In a retail environment, the best tool doesn't always make it into the cart. Eye-catching packaging with concise, clear messaging is the best bet to sell well.
 

"You have literally less than five seconds, especially in a store aisle, to grab someone's attention if they're not looking for something," said Wolf.
 

As a collective industry, packaging was an afterthought for many years. However, companies can no longer afford to cede ground in the race for customer's attention.
 

"Ten years ago, many products were packed in simple poly bags with a UPC code on it," said Wolf. "As an industry, I think it's definitely gotten a lot better. There's still room for improvement, but I think if you go look at a planogram at a lot of these retailers, it's much easier to shop than where we were 10 years ago."
 

Gearwrench uses focus groups to test consumer reaction to packaging ideas, but for smaller companies without as many resources, Wolf suggested a simpler testing strategy.
 

"If you don't have brand guidelines, packaging engineers or time to bring in a ton of focus groups, don't worry about it. Get out in the field and talk to a couple of users. The voice of the customer is very important. Put the product in a customer's hand and talk to them but look at their facial expressions."
 

He added that interacting with customers allows you to gauge whether they're truly interested in the product, or just saying they're interested. "I've seen many times in meetings where groupthink rules the day, and you start leaving behind what the user really means."
 

Instead, he suggests developing a product that solves a customer's needs and an accompanying package that clearly communicates your message. Everything else will just get in the way.
 

"It's the moment that you start adding innovation for innovation's sake or packaging for packaging's sake, and don't do it for what matters to the user, that you're going to have a dud on your hands."
 

Designing packaging that delivers a simple message that resonates with consumers is easier said than done. Lines of multilingual text may seem important to explain all the product's features, but too much text can obscure your message.
 

"Sometimes iconography is really your best way to go forward," said Wolf. "I think the phrase, 'a picture says a thousand words' really rings true in packaging."
 

For example, Gearwrench used this approach on the diagnostic tool packaging to clearly communicate the ease of use for that product.
 

"There are three icons that go down the spine of the package that show it's as easy as downloading the app, pairing the device with your phone, and plugging it into the car and you're ready to go."
 

In fact, Wolf has a term for this simplicity. "We call it 'grandma-speak.' How would you explain this product to someone, who had absolutely no idea what it was, from the package without talking to them."
 

THE FINAL PRESENTATION

 

Good packaging is about effectively communicating with the customer. With the importance of social media and product reviews, companies also need to consider how a product will be presented in an unboxing video from an influencer.
 

"Unboxing videos have become more and more important in our space," said Wolf. "But if you would have asked me 10 years ago, I would have said unboxing videos are not that important."
 

From a marketing agency perspective, Walsh agreed that unboxing videos are growing in importance. Especially in the e-commerce space, where customers are looking for validation before purchasing a product.
 

"With so many purchases being made online, unboxing videos are a fantastic tool," said Walsh. "They're a great way for consumers to get a virtual demo and better understanding of what to expect, before actually having the [product] in-hand."
 

Walsh explained that while influencer videos are valuable for their third-party validation, companies don't have to rely on social-media stars to produce unboxing videos. This content can be produced from a variety of sources, including in-house.
 

"Whether it's owned content produced by the manufacturer or content created by influencers or other consumers, unboxing videos can help build trust with prospective customers and help them make a more informed decision from the comfort of their own homes."
 

From his viewpoint, Walsh pointed to Centerforce Clutches as a great example. "Centerforce Clutches stands out as a company that has done a great job packaging and presenting its product. The clutch kit is bolted together inside the box and has molded foam inserts keeping it safe and secure."
 

For companies with tighter budgets, Tan suggests enhancing their open-box experience with small touches that customers will appreciate.
 

"On the outside is a very simple brown box," said Tan. "But when you open it, you can laminate a nice piece of paper onto the corrugated cardboard to present the branding color, brand voice and what you are trying to tell your client. Even a CEO message, for example, 'Thank you for contributing to this community and purchasing this product.' I think that little touch matters; to certain communities that weighs a lot."
 

No matter the size of your company or the products you make, the days of barebones packaging are over. Customer attention and loyalty is hard to attain, but Wolf believes packaging is key for making that valuable connection.
 

"The package is now such a critical part of the user experience with these products, you can't leave it out." 

 

By Jack Haworth

Packaging is More Important Than Ever to Delivering Your Brand Concept--Are You Keeping Ip?

 

We'll be honest—packaging is not a topic of conversation that'll fire up most people within the aftermarket automotive industry. Collectively, our conversations revolve around the cars, parts, performance and innovations that drive this industry forward.
 

Nevertheless, disregarding its importance to a product's ultimate success is a perilous gamble. In fact, product packaging can be a key difference maker between success and failure in a retail environment.
 

"Packaging is the first intimate contact that the end-user has with your product," said Jarrett Wolf, senior product manager at Gearwrench. "Many times that packaging is the cause of a make-or-break purchasing decision, especially in a retail presence. If [companies] don't make that investment, many times the customer is going to walk right past that product because it didn't inspire them."
 

Packaging oversight is an issue that can affect any business within our industry, but especially those with limited resources and bandwidth. In today's competitive marketplace, business owners need to invest in quality packaging that serves a dual role—protecting the product and promoting the brand.
 

"We spend so much money on innovation and what differentiates the product," said Wolf. "However, that packaging needs to make it crystal clear to the end user that this [product] is something they need."
 

To better understand how packaging can improve sales and grow a brand, we talked to various sources to get their advice on optimizing package messaging, fundamental mistakes to avoid, and whether those influencer unboxing videos will grow your brand.
 

PACKAGING FUNDAMENTALS

 

In today's marketplace, investing in well-designed packaging that both protects product and promotes branding can significantly boost sales. Courtesy of Zenpack.

The most important rule of packaging is simple—protect the product.
 

"The number-one thing is that you can have the best-looking packaging and it looks perfect on your desk, but you should always, always, always test for shipability," said Wolf.
 

Designing flashy packaging that looks impressive and clearly explains the product's benefits is great, but not if that box is in tatters by the time it reaches its final destination.
 

"You've over-engineered it for looks and put every single piece of marketing copy you can on it, but you didn't think about how it was going to transition through the hands of FedEx or UPS or across the ocean," said Wolf. "The moment you forget that it's not just going to be you touching it, you're in danger."
 

This is especially true in the aftermarket automotive industry, where companies are often shipping heavy and oversized products. Delivering a broken product is a great way to receive a negative review online, so package durability needs to be priority number one.
 

"Shipping heavy parts in a robust and well-engineered package, with proper package filler to keep the product secure and safe in transit is important, and can make or break the consumer's experience," said Luke Walsh, account director at Kahn Media.
 

Designing a high-end package may look great on the computer screen, but it won't matter if the materials exceed your budget. In fact, it's best to avoid designing a package prior to sourcing the materials and understanding the cost.
 

"We get a lot of calls from customers who call us and say, 'I have a design ready, but it ends up to be X amount for one unit and I can't afford it,'" said Robin Tan, managing partner at Zenpack, an award-winning packaging design company based in San Jose, California. "That happens all the time, and then they have to go back to the drawing board. It's a time and money suck."
 

To help their clients avoid that outcome, Tan's team specializes in working with brands to both develop the packaging design and execute the manufacturing. "We identify the open box experience to meet the target audience need and then provide a material spec to meet customers' target cost."
 

For companies looking to handle packaging themselves, structural integrity should be the initial focus. Once the product is secure, Wolf suggests shifting focus to communicating with the customer.
 

"Once you are guaranteed that your product is going to arrive in perfect condition to the end user, your number-two [focus] is how you can leverage as much of the space on that packaging to tell your best story possible."
 

TELLING THE STORY

 

Business owners should not overlook the marketing potential of packaging.

Packaging is more than just a vessel for a product, it's an opportunity to convert customer interest into a sale.
 

"Packaging is how we put our best foot forward with our product," said Wolf. "We want it to scream to the customer all the features and benefits of what makes the product inside that box so great and why it deserves a coveted spot in that end user's toolbox."
 

While traditionally focused on mechanic's hand tools, Gearwrench recently decided to introduce a new product line of diagnostic tools. Wolf explained their goal was to offer an affordable but versatile product—the Professional Bi-Directional Diagnostic Scan Tool—that appealed to both experienced automotive technicians and casual enthusiasts.
 

Packaging would play a major role in introducing the product to the market.
 

"We challenged ourselves to look at it differently than any other package we had done before," said Wolf. "We created this packaging structure as if it was a storybook. It had a magnetic front to it, so when [customers] opened it, there was more information inside the front cover page of that package to tell them about the features and benefits of that product."
 

In fact, the innovative design earned the Gearwrench team a runner-up award for Packaging Design at the 2024 SEMA Show New Product Awards.
 

"We have people in our packaging department and people on our product team that come from various disciplines and different product backgrounds," said Wolf. "All those disciplines coming together is what really helped the diversity of thought and helped put these packages together."
 

On the other end of the spectrum, a small business usually won't have the resources to invest significant time and capital into designing innovative packages. However, business owners should not overlook the marketing potential of packaging.
 

"If I'm already going to spend a dollar on this box, let's spend another 10 or 15 cents to give this box a marketing value to communicate to their target audience when they receive the box," said Tan. "That 10 or 15 cents is cheap compared to the marketing dollar they will be spending to promote their company."
 

Ultimately, packaging is a golden opportunity to communicate with the customer—to tell your brand story and convince them to invest in your product.
 

"We just need to help [customers] understand the journey of what these tools really do," said Wolf. "Because if it's just sitting there hanging on a hang tag without walking them through what all these tools can do, the customer just isn't going to get it."
 

EASY TO UNDERSTAND

 

When it comes to the unboxing experience, details matter. Centerforce bolts its clutch kits together, using molded foam inserts to keep them safe, secure and appealing in their packaging. Courtesy of Centerforce Clutches.

In a retail environment, the best tool doesn't always make it into the cart. Eye-catching packaging with concise, clear messaging is the best bet to sell well.
 

"You have literally less than five seconds, especially in a store aisle, to grab someone's attention if they're not looking for something," said Wolf.
 

As a collective industry, packaging was an afterthought for many years. However, companies can no longer afford to cede ground in the race for customer's attention.
 

"Ten years ago, many products were packed in simple poly bags with a UPC code on it," said Wolf. "As an industry, I think it's definitely gotten a lot better. There's still room for improvement, but I think if you go look at a planogram at a lot of these retailers, it's much easier to shop than where we were 10 years ago."
 

Gearwrench uses focus groups to test consumer reaction to packaging ideas, but for smaller companies without as many resources, Wolf suggested a simpler testing strategy.
 

"If you don't have brand guidelines, packaging engineers or time to bring in a ton of focus groups, don't worry about it. Get out in the field and talk to a couple of users. The voice of the customer is very important. Put the product in a customer's hand and talk to them but look at their facial expressions."
 

He added that interacting with customers allows you to gauge whether they're truly interested in the product, or just saying they're interested. "I've seen many times in meetings where groupthink rules the day, and you start leaving behind what the user really means."
 

Instead, he suggests developing a product that solves a customer's needs and an accompanying package that clearly communicates your message. Everything else will just get in the way.
 

"It's the moment that you start adding innovation for innovation's sake or packaging for packaging's sake, and don't do it for what matters to the user, that you're going to have a dud on your hands."
 

Designing packaging that delivers a simple message that resonates with consumers is easier said than done. Lines of multilingual text may seem important to explain all the product's features, but too much text can obscure your message.
 

"Sometimes iconography is really your best way to go forward," said Wolf. "I think the phrase, 'a picture says a thousand words' really rings true in packaging."
 

For example, Gearwrench used this approach on the diagnostic tool packaging to clearly communicate the ease of use for that product.
 

"There are three icons that go down the spine of the package that show it's as easy as downloading the app, pairing the device with your phone, and plugging it into the car and you're ready to go."
 

In fact, Wolf has a term for this simplicity. "We call it 'grandma-speak.' How would you explain this product to someone, who had absolutely no idea what it was, from the package without talking to them."
 

THE FINAL PRESENTATION

 

Good packaging is about effectively communicating with the customer. With the importance of social media and product reviews, companies also need to consider how a product will be presented in an unboxing video from an influencer.
 

"Unboxing videos have become more and more important in our space," said Wolf. "But if you would have asked me 10 years ago, I would have said unboxing videos are not that important."
 

From a marketing agency perspective, Walsh agreed that unboxing videos are growing in importance. Especially in the e-commerce space, where customers are looking for validation before purchasing a product.
 

"With so many purchases being made online, unboxing videos are a fantastic tool," said Walsh. "They're a great way for consumers to get a virtual demo and better understanding of what to expect, before actually having the [product] in-hand."
 

Walsh explained that while influencer videos are valuable for their third-party validation, companies don't have to rely on social-media stars to produce unboxing videos. This content can be produced from a variety of sources, including in-house.
 

"Whether it's owned content produced by the manufacturer or content created by influencers or other consumers, unboxing videos can help build trust with prospective customers and help them make a more informed decision from the comfort of their own homes."
 

From his viewpoint, Walsh pointed to Centerforce Clutches as a great example. "Centerforce Clutches stands out as a company that has done a great job packaging and presenting its product. The clutch kit is bolted together inside the box and has molded foam inserts keeping it safe and secure."
 

For companies with tighter budgets, Tan suggests enhancing their open-box experience with small touches that customers will appreciate.
 

"On the outside is a very simple brown box," said Tan. "But when you open it, you can laminate a nice piece of paper onto the corrugated cardboard to present the branding color, brand voice and what you are trying to tell your client. Even a CEO message, for example, 'Thank you for contributing to this community and purchasing this product.' I think that little touch matters; to certain communities that weighs a lot."
 

No matter the size of your company or the products you make, the days of barebones packaging are over. Customer attention and loyalty is hard to attain, but Wolf believes packaging is key for making that valuable connection.
 

"The package is now such a critical part of the user experience with these products, you can't leave it out." 

 

By SEMA News Editors

 

SEMA+ is an all-access pass to the automotive world, perfect for those who love cars, trucks, racing, off-roading, wrenching and everything in between. Whether you're an industry pro or just a diehard fan of the lifestyle, joining SEMA+ is joining a community built for everyone, connecting you with like-minded individuals, industry-leading events and a roster of exclusive benefits as deep as your passion for all things automotive.  

Sign-up for SEMA+ today and you will get access to the SEMA+ Member Portal, an online clubhouse where you can explore, discover and take advantage of a full slate of benefits, which range from savings on automotive parts and products to discounts on some of your favorite lifestyle brands, including a BRAND-NEW offer from Oakley.  

Now available to all SEMA+ members, Oakley is offering a 15% discount on sunglasses, apparel and accessories--giving you a chance to save on new shades, clothes and more for your next trip to the track, trail or wherever your passion takes you. 

But that's just one of many deep discounts available to members. See the list below for just a small example of some of the exceptional savings waiting for you on the SEMA+ Member Portal: 

• SEMA Show Friday – Open to the Public - $10 off advanced purchase tickets for Friday. 
• 5.11 Tactical – $15 off your next purchase of $100 worth of gear, clothing, bags, footwear and more. 
• Summit Racing Equipment – Save $10 on your next $100 purchase from the aftermarket parts and accessories retailer. 
• Edelbrock – Knock 10% off the purchase price the next time you buy a carburetor, supercharger, valvetrain components or any other part from Edelbrock's range of performance products. 

Already a member?   

👉 Login to claim your discounts on these exclusive offers.  

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 these epic events and stay tuned for more event announcements coming your way. Whether you work on cars and trucks or just love them, SEMA+ is for you.  

Join now → sema.org/plus