By SEMA News Editors

Events.com Acquires La Jolla Concours d'Elegance

Events.com, a platform for creating, promoting and discovering events, has acquired the La Jolla Concours d'Elegance in California.

After the acquisition, will now have access to enhanced infrastructure and operational support, including streamlined ticketing, sponsorship, and marketing tools, improved digital engagement and optimized operations.

The La Jolla Historical Society, which has long stewarded the event, will continue to play a key guiding role and will remain the primary charitable beneficiary. The event's dedicated volunteer committee and Co-Chairs Michael Dorvillier and Robert Kerner will remain in place, maintaining the passion, authenticity and quality that have defined the La Jolla Concours d'Elegance since its inception.

The 2025 event was held April 25-27.  

For more information, visit events.com or lajollaconcours.com.

GM Names Aurora Co-Founder Sterling Anderson as Chief Product Officer

General Motors announced the appointment of Sterling Anderson, co-founder and chief product officer of autonomous trucking company Aurora, as executive VP, global product, and chief product officer.

Reporting to GM President Mark Reuss, Anderson will oversee the end-to-end product lifecycle for both gas- and electric-powered vehicles, including hardware, software, services and user experience. Anderson, who joins GM on June 2, will be based in GM's Mountain View Tech Center in California.

"Our customers are expecting more from our vehicles than ever before," Reuss said. "We have an opportunity to evolve the way we build from the ground up, with tighter integration between software and hardware, shorter development cycles, and an unwavering focus on a seamless customer experience. Sterling brings decades of leadership in automotive engineering and transformative software innovation to his new role and is the right leader to help GM continue leading now and into the future."

"Sterling joins GM at a critical time as our industry continues to reinvent itself," GM Chair and CEO Mary Barra said. "He brings decades of leadership in automotive engineering, tech start-ups and software innovation. Sterling will help accelerate the pace of progress--he shares our passion and vision for beautifully designed, high-performing and technology-forward vehicles."

Aurora recently launched America's first commercial, fully driverless trucking service in Texas, running regularly between Houston and Dallas. Before co-founding Aurora in 2017, Anderson worked at Tesla, where he led both the Model X program and the team that delivered Tesla Autopilot.

Anderson holds a master's and Ph.D. degree in robotics from the Massachusetts Institute of Technology. He developed MIT's Intelligent Co-Pilot, a semi-autonomous vehicle safety system, which helped lay the foundation for major progress in how humans and machines can work together more effectively.

"GM has a deep heritage, bold vision and the technical foundation to create products that millions of people love," Anderson said. "The world is at an inflection point. Advances in foundational technologies have opened opportunities to revolutionize not just how we create products, but what those products can be and do. I look forward to partnering with the talented team at GM to build on the transformation they've already begun."

For more information, visit gm.com or the GM pressroom here.

Kahn Media Receives Hermes Creative Awards

Kahn Media, the Moorpark, California-based marketing agency, recently received two Platinum Hermes Creative Awards for its rebranding of Malco Automotive and public relations efforts for Maserati.

Administered by the Association of Marketing and Communication Professionals, the awards are determined by a panel of judges who evaluate and select winners from a variety of publications, branding collateral, websites, videos, advertising and communication programs.

Kahn Media was recognized for its rebranding of all visual aspects of Malco Automotive, including its logo, color palette, packaging, product photography, typography, social graphics and environmental design. The company received the second award for its 2024 Monterey Car Week public and media relations campaign for Maserati, including the debut of the GT2 Stradale.

For more information, visit kahnmedia.com.

By SEMA News Editors

SEMA+ is a membership for anyone who cares about cars, racing, building or just being part of the scene. Whether you're in the industry or just passionate about your ride, SEMA+ connects you to the community and gives you access to real benefits. (Learn more and join at sema.org/plus).

Just announced: SEMA+ members get $10 off tickets (you can buy more than one!) and reserved seating at the: 

19th Annual Summit Racing Equipment NHRA Nationals
Norwalk, Ohio | June 27-29, 2025
Summit Motorsports Park

Bring your friends. Bring your family. Watch some of the fastest cars on the planet tear down the track. 

Already a member? 

👉 Login to claim your discount code and reserve your seats. 
 

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 this epic event 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

By SEMA News Editors

Return of FIA Esports Championship and Formula 4 World Cup

The Fédération Internationale de l'Automobile (FIA) has announced, as it did last season, that all iRacing members will be able to qualify for the FIA F4 Global Esports Championship presented by MOZA by running in iRacing's FIA F4 Regional Tour series during 2025 Season 3, which kicks off in mid-June.

The top 10 eligible drivers in championship standings across each of the Regional Tour series will be invited to compete in the championship. In order to qualify for an invitation to the championship series, drivers must provide the proper identification from the region they intend to represent, either with a Passport or an ID card.

Doubleheader events have been scheduled for October 25, November 8, November 22, and the finale on December 6. Track selections for each event will be announced 24 hours prior to the race, forcing drivers to adapt quickly to each course. Drivers will also compete with fixed setups, ensuring an equal playing field.

For more information, visit the FIA announcement.

In addition, the FIA has also announced that the World Motor Sport Council has given its approval by e-vote for the creation of the Formula 4 World Cup, together with the return of the FR World Cup and GT World Cup.

Following the first running of the FIA FR World Cup at the 2024 Macau Grand Prix, the event will continue as the ultimate test for junior drivers before they make the step up into international competition.

"Macau is an essential part of the education of a young driver, and we have a duty to protect its legacy and its future. There are so few challenges like the Macau Grand Prix left that we felt it was the right moment to introduce the FIA F4 World Cup. It will give the best drivers coming from the national level an opportunity to learn what it takes to drive the Guia Circuit in an F4 car, which is a bit more forgiving than an FR car, so that when they come back in one or two years for the FR World Cup they are ready to really show what they can do," said FIA Single-Seater Committee President Emanuele Pirro.

For more information, visit the FIA announcement.

HOT ROD Power Tour West Returns to California, December 5-7

The HOT ROD Power Tour West is returning to California in 2025 with a three-day trek across the state, December 5-7.

Following the annual HOT ROD Power Tour in the Midwest, scheduled for June 9-13, the HOT ROD Power Tour West will make three stops in California on December 5-7:

• Day 1: December 5 – Famoso Dragstrip, Bakersfield, California, which will feature drag racing.
• Day 2: December 6 – Street Legal Dragway, Perris, California (Moreno Valley), which will feature drag racing.
• Day 3: December 7 – Willow Springs International Raceway, Rosamond, California, which will feature autocross.

The three-day, three-city event will include thousands of cars and trucks of all years, makes and models, organizers said, that will be on display for tens of thousands of automotive enthusiasts.

The inaugural HOT ROD Power Tour West made its debut in 2023 and has been expanded to include drag racing, autocross and live entertainment.

For more information, visit hotrodpowertourwest.us.

By SEMA News Editors

Hotel reservations for the 2025 SEMA Show, November 4-7, Las Vegas, are now open through the official hotel block and housing partner, onPeak. SEMA and onPeak have negotiated the best possible rates, giving Showgoers cost-saving benefits alongside a myriad of benefits, like fully flexible booking, possible hotel rewards points and group reservations at the best hotels in Las Vegas. SEMA Showgoers can only get the discounted rates when booking through the only official hotel provider, onPeak, here.

Following is a sampling of the discounts you can expect to find in the SEMA Show hotel block for the 2025 event.

Save more than $100 a night by staying at these hotels:

• Aria
• Caesars Palace
• The Cosmopolitan
• The Cromwell
• Embassy Suites Convention Center
• Encore at Wynn
• Fontainebleau
• Harrah's
• Horseshoe
• MGM Grand
• New York New York
• The Palazzo
• Park MGM
• Renaissance
• Springhill Suites Convention Center
• Trump
• Vdara
• The Venetian
• Waldorf Astoria
• Wynn

Save more than 50% per night at these hotels:

• Aria
• Encore at Wynn
• Fontainebleau
• Horseshoe
• MGM Grand
• The Palazzo
• Park MGM
• The Venetian
• Wynn

In addition, when you book in the official SEMA Show hotel block, not only do you benefit from cost-saving rates, exclusive amenities, and outstanding service, but you are also showing support for the SEMA Show. The more rooms booked in the block, the more we can negotiate lower room rates and more concessions, which allows the SEMA Show management team to meet the needs of attendees better.

These discounts can only be secured via the SEMA Show and onPeak booking site here. Registration for the 2025 SEMA Show is now open online here.

Keep an eye on SEMA News and semashow.com for the latest deadlines, updates and opportunities for the 2025 SEMA Show.

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

By SEMA Show Editors

The SEMA Show is now accepting applications for its Feature Vehicle Display program at the 2025 SEMA Show, November 4-7, Las Vegas, giving exhibitors an opportunity to expand their Show presence well beyond their booth.

Featuring cars from all categories and applications, the Feature Vehicle Display program fills the SEMA Show floor with hundreds of world-class builds--all submitted by Show exhibitors--and directs industry professionals, buyers, media members and more to exhibitors' booths, providing invaluable brand exposure and an in-person look at the real-life applications of the aftermarket's latest products.

Additionally, each vehicle accepted into the program will be featured in the SEMA Show app, highlighting each vehicle's make, model, year, color, products used in the build, builder's name and name and booth number of the sponsoring exhibitor, all accompanied by an image of the vehicle.

For more information on the program, including rules, regulations and requirements for displaying a vehicle on the SEMA Show floor outside of a booth, click here.

The deadline to submit an application for the Feature Vehicle Display program is Friday, July 25.

For more information on other exhibitor programs and resources designed to help maximize ROI, utilize the Exhibitor Service Manual on semashow.com/exhibitor. The entire Exhibitor Service Manual is the official exhibitor's handbook for success, in addition to the relationships they form with their SEMA sales representative, the SEMA media team and the SEMA Show department. 

Among the several exhibitor resources is the SEMA Show Exhibitor Summit, a free program on June 25-27 in Vegas and the best way to get the most ROI. Exhibitors new and returning, can take advantage of SEMA value-added programs; use proven strategies to attract buyers to your booth; save money and resources on Show costs, such as material handling, electrical and related Show expenses; work one-on-one with Show experts to maximize your ROI; learn to properly plan and budget expenses and explore promotional opportunities through sponsorships and other methods. Hotel rooms will be provided for up to two guests in this valuable program; you can't afford to miss it!

Learn more at semashow.com/exhibitor-summit and register for the program here.

Attendee registration is now open for the 2025 SEMA Show here. Questions? Call 909-396-0289 or email sales@sema.org.

By Ashley Reyes

The SEMA Professional Restylers Organization (PRO) is hosting a virtual General Membership Meeting on Wednesday, June 11, at 11:00 a.m. PDT/2:00 p.m. EDT, during which select-committee leaders will share updates about PRO's member benefits. 

The meeting is open to current and prospective members and will enable attendees to discover resources designed to help automotive restylers succeed in the specialty-equipment industry. Attendees will hear about programs, events and volunteer opportunities designed to support professional growth. Additionally, details will be shared about the PRO Cup Challenge taking place at the 2025 SEMA Show, November 4-7, Las Vegas.  

PRO membership is open to all SEMA member companies serving the restyling and accessory markets--be they manufacturers, warehouse distributors, manufacturers, or restylers and installers. If this sounds like you, don't miss this opportunity to take action in the industry and grow your network by getting more involved.  

Register here.  

By Ashley Reyes

The SEMA Professional Restylers Organization (PRO) has opened applications for the PRO Cup Challenge at the 2025 SEMA Show, November 4-7, Las Vegas. 

The PRO Cup Challenge is a competition that showcases the craftsmanship of automotive restylers as they design an accessory package for a new-model vehicle that appeals to a broad audience. The accessory package must be repeatable and profitable, have a maximum labor hours of 40 hours per package installed and have a wholesale cost of no more than $12,500 to their dealer. 

"The PRO Cup Challenge is more than just a competition--it's an opportunity for restylers to showcase their value in the industry," said PRO Council Director Denise Waddingham. "For restylers to be able to say that their build competed at the SEMA Show, is custom-made, easy to replicate and profitable is a great selling point that can help boost dealership sales."  

Six finalists will be selected to feature their vehicle in the PRO booth in West Hall. Judges made of industry experts will select the PRO Cup Challenge winner based on the accessory package's marketability, ease of reproduction, creativity and profitability.  

SEMA Showgoers will have the opportunity to vote for their favorite accessory package and recognize it with the People's Choice Award.  

Applications are due July 25. If selected, competitors must complete and submit a build sheet with the basic idea of their package by September 5. Apply here today and learn more about the PRO Cup Challenge at the 2025 SEMA Show here. 

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. 

Registration for the 2025 SEMA Show is now open online here. Learn more at semashow.com.

From the SEMA Washington, D.C., office

In a major victory for consumer rights and automotive freedom, Delaware Governor Matt Meyer has announced the state will not implement a controversial electric-vehicle (EV) mandate established by his predecessor. Delaware is one of 11 states that previously adopted California's Advanced Clean Cars (ACC) II rule, which would have forced nearly half of all new vehicles sold in Delaware to be electric or plug-in hybrid by 2027, rising to over 80% by 2032. 

Governor Meyer's decision marks a critical win for technology neutrality and market-driven innovation. Delawareans deserve the freedom to choose vehicles that meet their needs, not face government-imposed restrictions on internal-combustion engine (ICE) vehicles. The move ensures continued access to a full range of vehicle options, including gasoline, diesel, biofuel, hydrogen, hybrid and electric. 

This rollback also safeguards the specialty automotive aftermarket, which depends on a diverse vehicle landscape to design, build and sell performance and emissions-related products. Delaware now joins a growing coalition of states, including Maine, Maryland, Virginia and Connecticut, opposing top-down EV mandates in favor of policies prioritizing consumer choice and industry ingenuity. 

SEMA will continue urging the federal government to step in and protect vehicle choice nationwide by preventing restrictive EV mandates in all 50 states. We urge drivers, enthusiasts and industry leaders to contact their United States Senators to support policies that foster innovation and safeguard automotive freedom by revoking California's waiver for its EV mandate. 

For more information, contact Tierra Hubbard, SEMA's senior manager of state government affairs, at tierrah@sema.org. 

Image courtesy of Shutterstock

From the SEMA Washington, D.C., office

In a major victory for consumer rights and automotive freedom, Delaware Governor Matt Meyer has announced the state will not implement a controversial electric-vehicle (EV) mandate established by his predecessor. Delaware is one of 11 states that previously adopted California's Advanced Clean Cars (ACC) II rule, which would have forced nearly half of all new vehicles sold in Delaware to be electric or plug-in hybrid by 2027, rising to over 80% by 2032. 

Governor Meyer's decision marks a critical win for technology neutrality and market-driven innovation. Delawareans deserve the freedom to choose vehicles that meet their needs, not face government-imposed restrictions on internal-combustion engine (ICE) vehicles. The move ensures continued access to a full range of vehicle options, including gasoline, diesel, biofuel, hydrogen, hybrid and electric. 

This rollback also safeguards the specialty automotive aftermarket, which depends on a diverse vehicle landscape to design, build and sell performance and emissions-related products. Delaware now joins a growing coalition of states, including Maine, Maryland, Virginia and Connecticut, opposing top-down EV mandates in favor of policies prioritizing consumer choice and industry ingenuity. 

SEMA will continue urging the federal government to step in and protect vehicle choice nationwide by preventing restrictive EV mandates in all 50 states. We urge drivers, enthusiasts and industry leaders to contact their United States Senators to support policies that foster innovation and safeguard automotive freedom by revoking California's waiver for its EV mandate. 

For more information, contact Tierra Hubbard, SEMA's senior manager of state government affairs, at tierrah@sema.org. 

Image courtesy of Shutterstock

By Mercedes Lilienthal

Celebrating 19 years of incredible off-road racing, King of the Hammers (KOH) roared back to Johnson Valley, California, earlier this year. Often referred to as "the world's hardest single-day off-road race," KOH continues to grow and morph as it entertains thousands of race fans.

A yearly tradition, KOH has become an off-roading paradise for racers and enthusiasts alike. Taking place on Means Dry Lake, the southernmost entrance to the Johnson Valley off-highway vehicle (OHV) area, the KOH venue features big boulders, dry lake beds, rolling hills, steep mountains, silt-ridden areas and everything in between. Elevations range from 4,600 ft. at Hartwell Hills to 2,300 ft. at Melville Dry Lake. Meanwhile, what usually is a dusty, open lakebed transforms into "Hammertown," a place where more than 100,000 racers, spectators, support staff and vendors congregate during the multi-week event.

Today's off-roading extravaganza is a far cry from its humble beginnings. When first conceived, KOH was a simple idea sketched on a napkin by founders Dave Cole and Jeff Knoll. It started with just 13 drivers—known as the "OG 13." The core group started competing against each other to see who could conquer the area's toughest trails—referred to as the Hammers—the fastest.

According to Rory Connell, the sales and marketing manager for Hammerking Productions Inc. and KOH, the competition has grown exponentially ever since. It now has more than 700 drivers competing across multiple classes beyond the legendary 4400 Unlimited "Race of Kings." Stock vehicle classes are attracting major OEM manufacturers like Ford, while Every Man Challenge has made competitive racing more accessible to grassroots groups. Women and men alike vie for class wins or overall titles. In short, KOH has evolved into one of the world's premier off-road racing events—but how exactly did it gain this stature so rapidly?

CHALLENGE, CAMARADERIE AND EVOLUTION

Perhaps the answer can be found in KOH's mix of challenge, camaraderie and evolution—all qualities from the event's outset that continue today. "New UTV classes have not only boosted driver participation," Connell points out, "but strengthened the vendor show and expanded the event's consumer base." For him, it's exciting to see powersports manufacturers, like Can-Am, building vehicles and formulating factory-supported race teams specifically for KOH classes. Connell started as a vendor in 2014, became a volunteer as well as a vendor in 2018, and started his current role in 2023.

Connell spent his career in the automotive aftermarket. "The majority of this time has been in the off-road market, but I did come from the custom-car/hot-rod side of the industry originally."

Johnson Valley has been Connell's consummate local off-roading spot. "All these things combined brought me to KOH along with many others on our team."

Since its inception, King of the Hammers has been owned and operated by Dave Cole. He founded Hammerking Productions Inc. and has always been its principal shareholder. Hammerking Productions is made up of multiple shareholders. Together, Hammerking Productions owns KOH, Ultra4 and all related intellectual property.

"What initially drew me to KOH was that's the world's hardest one-day off-road race," Amber Slawson said, a welder, talented off-road racer and rock crawler. "The challenge itself is what drew me. It's truly the pinnacle of our sport. I've always looked for the 'toughest' things to accomplish."

Slawson's career began when she bought her '88 Suzuki Samurai and wanted to modify it. She took a welding class at her local community college.

"I saw Jessi Combs in an American Welding Society video," Slawson said, "and decided to make welding my career." Combs, of course, was a renowned TV personality on shows like "Xtreme 4×4", "Mythbusters" and "Overhaulin'," and a talented welder, fabricator and racer. She earned the name "Queen of the Hammers," by winning KOH classes in 2014, 2016 and 2018 before she tragically perished while shattering her own land-speed record of 483 mph, beating Kitty O'Neill's 1976 record of 512.7 mph at Oregon's Alvord Desert.

After sweeping floors and working in industrial welding shops, Slawson realized she needed to get back into the off-road industry. Slawson started at Bomber Fabrication, a small, high-end fabrication shop specializing in building, maintaining and repairing off-road race vehicles, in May of 2021.

"I've been attending KOH since 2014. I immediately knew this was the world I had to be a part of," Slawson stated. "My family and I started out volunteering and have continued to do so." For Slawson and her family, being behind the scenes is more exciting. "In 2019, Jessi Combs passed away trying to set a world land-speed record. That event is what spurred me to take on racing KOH."

Slawson started racing her Samurai in 2020 as part of KOH's 4600 Stock Class for Every Man Challenge. After five years of drastically improving her time, she was just outside of finishing within her official time allotment.

In 2024, Slawson raced Randy Slawson's 4800 Legends Class Bomber chassis car in the 4400 unlimited Race of Kings. (He is her boss and now her husband.) After back-to-back race days competing with that car and her Samurai, she nabbed her first official finish in the 4400 Class in 21st place.

This year, Slawson again raced the same Bomber rig in the 4800 Legends Class. She was the first female in history to physically finish first place overall in the Every Man Challenge. However, after penalties, she earned an official second-place overall finish.

"I'm a firm believer Jessi paved the way for my success," Slawson stated. "I've never felt inferior to any of the other male racers. Combs spent years proving the throttle pedal doesn't care who's pushing it, and her 2014 win in the 4700 Spec Class really cemented that."

"I'm just a girl trying to make it in a guy's world," Slawson adds, mentioning how Combs always said, "Be the light you want to see in the world." That stuck with Slawson more than anything.

And in that, Slawson sees the KOH community as open and accepting...

To read the complete article for free, sign up for a digital subscription to SEMA Magazine on Zinio here.

Once you download the Zinio mobile app or are logged into Zinio on a desktop browser, you will gain immediate access to more than a year's worth of content, including "Inside King of the Hammers" and more automotive culture-related coverage in the May/June 2025 issue here.

Photography by Ernesto Araiza, courtesy Hemmer King Productions