By Ashley Reyes

The SEMA Businesswomen's Network (SBN) has named Keaton Lee, custom painter at Crazy K Kustomz, as the network's newest #SheIsSEMA spotlight member. 

Get to know Lee in her interview with SEMA News below. 

SEMA News: How many years have you been with your current company and what do you enjoy most about working there? 

Keaton Lee: One year, and what I enjoy most is being able to express not only myself but my clients in my artwork. A lot of the time, I have freedom to do whatever I want, but sometimes I get clients who want something in their paint job that memorializes one of their loved ones. I love that I can be a part of that. 

SN: What is the most challenging part of running your business or job? 

KL: The most challenging part is everything. I am a one-lady shop right now, so I have to do everything--the business side, the marketing, the prep work, the paint jobs, getting customers, answering phone calls and the cleanup. I'm probably missing some stuff, but it's not easy having to juggle every single little thing. But I wouldn't trade it for the world. 

SN: How many years have you been in the industry and what was your first industry job? 

KL: I have been painting for about three years now. My first job in the industry was painting an old '87 Chevy K10, also known as the "squarebody." I did a black and red candy two-tone. It definitely was not my best work. I look back on it now and see how far I've come. 

SN: What are three qualities that got you to where you are today? 

KL: One quality has been self-motivation. I've always wanted to have my own business, and starting one at 18 is a bit difficult. I had to sacrifice a lot of "fun time" with friends to get to where I am today. Another quality is determination. If you have motivation but no determination, then you can't stick to something. I was determined to make something happen with my talent and now I'm doing it full-time. Lastly, being humble. I am a very humble person. I probably beat myself up too much on a lot of projects because I feel like they aren't ever "perfect." I'm always open to learning more every day because I know I don't know it all, and I know I'm not perfect and still have a very long way to go with my art. 

SN: Being a woman in the industry, what have been your biggest challenges and accomplishments? 

KL: I have had a few situations where other kids would say I'm just favored or I get things easier because I'm a girl, not because I work hard or prove myself. But I never let that get me down because I know it's not because I'm a girl. But there have also been some situations where I feel like I was recognized more for my art because I was a "young girl," and you don't really see that much these days. 

SN: Who are your role models or mentors in the industry? 

KL: I have a few role models. One of them is Taylor Shultz. He is also a custom painter, but he is out of California. He has helped me a lot in the industry and made me believe in myself and my abilities. Another one is Rae Ripple. She is a female welder who also creates a lot of art but in a different form than I do. I've always looked up to her and aspire to be half the woman she is one day. Watching her socials keeps me going and wanting to better myself every day. 

SN: What is the best career advice you have received? 

KL: I have received a lot of advice from a lot of people and they all have helped a ton, but staying humble was definitely one of them. No matter how good I get one day, I will always be the person who helps someone new because I was once that person. I will never be that cocky painter who no one likes because they think they know everything. 

SN: Have you always wanted to work in the automotive industry? What keeps you here? 

KL: I've always been interested in the automotive industry since I was a kid, and now my business is based around it. I love the people I have met because of this industry and the business opportunities I have come across because of it. I will always be a part of this industry. It's where I belong! 

SN: Who was the most influential person on your career/goals? 

KL: My high school automotive teacher was probably the most influential. He was the one who introduced me to the custom paint side of things. From then on, I obsessed over it and never stopped.  

Fill out a #SheIsSEMA spotlight form to submit a self-nomination or nominate a colleague and highlight how you or she is contributing to the specialty-equipment industry. Selected candidates are automatically eligible to be considered for SBN's #SheIsSEMA Woman of the Year award, featured on SBN's social media, SEMA News and recognized on the sema.org/she-is-sema website. 

By SEMA News Editors

The 2025 SEMA Show, taking place from November 4–7 in Las Vegas, offers an attendee experience like no other automotive trade show on the planet. Attending is a no-brainer for automotive professionals, enthusiasts, media members, influencers and related industry members, and right now, qualified individuals can register for their place at the Show at semashow.com/register at a discounted price. But you don't want to wait; prices increase NEXT WEEK!

Online registration for qualified professional attendees is $75 per person through September 27. After the deadline, registration both online and on-site will be $100.

With more than 2,000 exhibitors, the SEMA Show continues to be the place where business gets done. From groundbreaking technology and next-generation tools and products to expert-led education and face-to-face networking, the Show offers everything automotive aftermarket professionals need to stay competitive in today's fast-changing landscape. It's where relationships are built, products are evaluated, strategies are sharpened and opportunities come to life.

Don't wait to secure your 2025 SEMA Show badge. Qualified individuals can register for their place at the Show right now at semashow.com/register.

Below are seven reasons why you need to secure their registration (available online here and at the bottom of this article) for this year's SEMA Show:

• Exhibitors: Discover the latest product and vehicle trends across dozens of product categories: Trucks, SUVs & Off-Road; Restyling & Car Care Accessories; Powersports & Utility Vehicles; Business Services; Mobile Electronics & Technology; Racing & Performance; Hot Rod Alley; Restoration Marketplace; Collision Repair & Refinish; Tools & Equipment; Global Tire Expo--Powered by TIA (tires) and Wheels & Accessories; and First-Time and Featured Exhibitors.
• New Products Showcase: Visit the New Products Showcase to discover thousands of the latest exhibitor products displayed in one location of the Las Vegas Convention Center. Use the SEMA Show mobile app's "Product Scanner" feature to scan and download product photos and exhibitor information that will remain on your app long after the SEMA Show has ended.
• Education: SEMA Show Education is the single most crucial week of the year to power a professional development plan for your business and career. Through sessions and unique, immersive programs that explore the industry's most significant challenges and offer immediate takeaways, there is something for every automotive professional.
• Networking: The SEMA Show is where connections are built—network with exhibitors, industry leaders and VIPs/celebrities from more than 140 countries and regions. Use the Show's mobile app to view lists of all events, seminars, conferences, celebrity appearances, and speakers, including date, time, and location. In addition, this year's program includes SEMA Council & Networks receptions, happy hours and meetings--all designed to help you advance your business and grow your network. You'll also have the opportunity to meet face-to-face with others in the industry and build meaningful relationships that'll lead to real results and high-quality connections.
• Show Features: The SEMA Show is teeming with the latest innovations and trends, showcased in several dedicated areas like the SEMA Battle of the Builders; the SEMA FutureTech Studio; the outdoors Optima Village; feature vehicle displays; SEMA Garage: ADAS, Emissions and Product Development; the Collision Repair & Refinish Stage; the Overland Experience; the SEMA Show Art Walk, the new-for-2025 International Pavilion at the Westgate Las Vegas and much more to be announced.
• Show Events: Unique events and activations, such as the SEMA Show Kickoff Breakfast, the SEMA Industry Honors now at the iconic Fontainebleau, and vehicle demonstrations, will provide ample opportunities for the industry to unite.
• And much more: Of course, attending the SEMA Show in Las Vegas is the best way to boost an automotive professional's business and career path, but be sure to make the most of your time in Vegas with ancillary events like after-hours networking and SEMA Fest, a celebration of motorsports, music and car culture. Note: Your SEMA Show badge does not provide access to SEMA Fest. Visit SEMAFest.com to stay up-to-date and discover when tickets will be available.

Online registration for qualified professional attendees is $75 per person through September 27. After 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 Future Leaders Network (FLN) has named Tariq Ghani, community manager at Timbren Industries, as the network's newest spotlight member. 

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

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

Tariq Ghani: Slow down. We often tend to rush when we feel pressure or are busy. Mistakes get made. Slow down and process all before moving. 

SN: What keeps you in the industry? 

TG: The growing user base in this industry--all the different age groups, the lifestyle of it, the off-road scene, towing and hauling, etc. It's always interesting to me, and I find it great. 

SN: Where can you be found on a Saturday? 

TG: Fishing, family time or being active in some way. Also wrenching on my car! 

SN: How do you prepare for an important meeting? 

TG: I review my notes and have a set idea of how I want to relay my thoughts and feelings in that meeting properly. 

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

TG: Probably the founders of SEMA! I would pick their brain on what they were thinking at the time when they had all these ideas that since then have blossomed and exploded into what we see today. 

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

By Ashley Reyes

The SEMA Motorsports Parts Manufacturers Council (MPMC) Media Trade Conference is where motorsports innovation meets unmatched media opportunities. If you've been, you already know its value. If you haven't, the first thing you should know is that it is not your average conference.  

Happening January 27-29, 2026, in Anaheim, California, the 2026 MPMC Media Trade Conference will provide the best opportunity for manufacturers to strengthen and build relationships with established media professionals through one-on-one meetings. Held in private suites, the meetings enable brands to share their latest news and products with journalists, editors, podcasters and content creators.  

Below is what past attendees have said about the event:  

• "I call it SEMA's best-kept secret where it's an opportunity for brands and media to connect one-on-one." – Lisa Cabalquinto, DriveShop  
• "When you build those relationships, you're the first one who gets the phone call. That's the beauty of this conference." – Brian Bohlander, Old World Industries  
• "You need to be here. Not only for camaraderie, for friendship, but to help market the race industry." – Herman Young, Demonology  
• "If you're not here, then that means you're not in touch with the major players in the business." – Brian Lohnes, NHRA   

The Media Trade Conference is open to MPMC, Truck & Off-Road Alliance (TORA) and PRI business members. Manufacturer registration is open now through Wednesday, October 1. Don't miss out. Register today at www.mediatradeconference.com.  

Media registration will open in October.  

By SEMA News Editors

The SEMA Garage continues to host engaging, hands-on events in partnership with AUTEL. These two-day training sessions focus on advanced driver assistance systems (ADAS) and help participants gain valuable knowledge on fundamentals, calibration techniques and necessary reporting practices. As the number of ADAS-equipped vehicles continues to grow, mastering the proper calibration of these systems is becoming increasingly vital. 

SEMA Garage Detroit will host its next AUTEL ADAS training session on Tuesday, September 23, and Wednesday, September 24, at the facility located at 14655 Jib St., Plymouth, Michigan, 48170.

👉 RSVP for the upcoming session on the Autel website here (simply navigate to the "Detroit" tab under the first event) and keep an eye out for additional sessions later this calendar year.

SEMA Garage Detroit
AUTEL ADAS Training Session
September 23 and September 24
14655 Jib St., Plymouth, MI 48170
View on Google Maps.
RSVP here (navigate to "Detroit" tab).

For more information, contact academy@autel.com or visit the Autel website here.

By SEMA News Editors

From drift tracks to concours lawns, photographer Larry Chen has spent two decades capturing the heartbeat of car culture. Now, he brings that passion to the SEMA Show as the newly named Featured SEMA Show Artist, offering fans and the global aftermarket a chance to experience the Show through his lens and meet him in person. The 2025 SEMA Show takes place November 4-7, 2025, in Las Vegas, Nevada. 

Chen's influence spans decades, with his work featured in top publications and collaborations with major OEMs, builders and motorsport series. In 2022, he was honored as the inaugural SEMA Content Creator of the Year, recognizing his impact on the industry and his ability to connect with enthusiasts across generations. Earlier this year, Chen was inducted into the Formula Drift Hall of Fame, the first non-driver to be honored, celebrating his role in capturing the sport's most electrifying moments. 

"Larry Chen's work transcends photography; it's a cultural archive of the automotive world," said SEMA Vice President of Events Tom Gattuso. "His appointment as Featured SEMA Show Artist reflects our commitment to celebrating the innovation and storytelling that drive this industry forward." 

Adding to his legacy, Chen is set to release his debut book, Life at Shutter Speed, a 400-page coffee table masterpiece chronicling 20 years of automotive photography. Featuring more than 2,700 images and behind-the-scenes stories, the book is a tribute to the global car culture he has helped define. 

"Photography is more than capturing cars, it's about capturing moments, emotion and movement," said Chen. "I'm honored to help shape the visual identity of the Show and bring its energy to life." 

Chen is the first photographer ever selected as Featured SEMA Show Artist, joining a prestigious roster of creatives who have held the title since the program's inception. The Show selects a new Featured Artist every three years, and Chen becomes the fifth artist to receive the honor, joining an illustrious list that includes Max Grundy, Ed Tillrock, Alex Carmona and Chip Foose. 

His work will be woven throughout the Show's visual identity, appearing in signage, marketing materials and exclusive installations that reflect the energy, diversity and craftsmanship of the automotive community. 

In addition to his role as Featured Artist, Chen will also be an exhibitor at the Show, giving attendees the opportunity to meet him in person, purchase signed copies of his new book and explore a curated selection of his most iconic photography. His booth will feature daily giveaways of exclusive prints, allowing fans to take home a piece of his work. Attendees can also experience a fully interactive photo booth, where they and their friends can pose for photos and walk away with both digital and printed keepsakes, a unique way to capture their time at the Show and connect with the culture Chen has spent years documenting. 

"Larry has been an icon in the industry and fixture at the SEMA Show for years, and now we're thrilled to collaborate with him," said SEMA Trade Show Director Andy Tompkins. "From Show signage to marketing campaigns, his imagery will be everywhere, bringing a fresh, authentic perspective to the Show." 

Qualified attendees are encouraged to register now to secure discounted rates and maximize their ROI. Registration is $75 through September 26. Click HERE to register. Hotel reservations at guaranteed low rates are available exclusively through SEMA's official hotel provider, onPeak. For more information on accommodations, click here.

Spaces are still available for companies interested in exhibiting and connecting with tens of thousands of qualified buyers. For more information, visit www.semashow.com/exhibitor.

Compiled by Cristian Gonzalez

A new band of builders is readying their project vehicles to take the stage at the 2025 SEMA Show in Las Vegas for the ultimate car-building competition: Battle of the Builders (BOTB) Presented by Mothers Polish. The annual competition sets out to find the most well-built and innovative vehicles in the automotive aftermarket across four unique categories: 4 Wheel Drive & Off-Road; Hot Rod & Hot Rod Truck; Sport Compact, Import Performance, Luxury & Exotic; and Young Guns (contestants 29 and under). 

In the short period leading up to the SEMA Show, a four-judge panel comprised of industry leaders will narrow the field from hundreds of vehicles to 40--10 from each category--which will be announced on the first day of Show Week at the BOTB stage in North Hall (booth #10168). As the week progresses, the contenders are further winnowed as the competition intensifies.  

BOTB is an exciting outlet that showcases the creativity, ingenuity and style driving the current state of the aftermarket. Winners walk away with unmatched bragging rights, along with new marketing and networking opportunities. What makes BOTB especially unique is that once the final four builds are selected--one from each category--the builders themselves come together to decide who among them deserves the top honor. 

What follows is a sneak peek at a small handful of contending cars, trucks, hot-rods and more, and what about their construction makes them unique. Keep an eye on SEMA News for more Battle of the Builders vehicle previews, and visit SEMAShow.com for event scheduling. Can't make it to Vegas this November? Be sure to follow along on SEMA Live, the SEMA Show's live virtual broadcast capturing all key moments of BOTB and the biggest activations happening during Show Week. 

JOHN WARGO 

'69 CHEVROLET CAMARO  

Category: HOT ROD & HOT ROD TRUCK 

With battleship gray exterior paint, John Wargo appropriately names his '69 Camaro, DSTROYR. Hidden beneath the molded hood top sits a Borowski 427 LSX engine, ready to crank out 780 hp from its smoothed-out engine bay. Roadster Shop's Fast Track chassis delivers the old musclecar modern pro-touring performance with updated geometry and C7 Corvette spindles. A bright yet tasteful orange leather interior, accented with custom neon glowing, juxtaposes the gray exterior. Details like the flushed glass, smooth belly pans, tucked bumpers, integrated roll cage and a beautifully leathered paneled trunk space hint a unique passion and care for this build's fabrication. 

ERIC WOLF 

'22 BMW M2 

Category: YOUNG GUNS 

R44 Performance in the United Kingdom has perhaps crafted, in their words, "one of the most technologically advanced competition-spec drag-racing builds." Partnering with Tom Wrigley Performance (TWP), this uniquely engineered G87 M2 was the first to be converted from RWD to 4WD with an xDrive conversion using G80 M3 components and a built-up gearbox featuring DEKA Clutches' Stage 3 transmission upgrade. Carbon driveshafts deliver 1,400 finely tuned hp to Vossen Wheels—manifested by the TWP built motor and Precision's 8385 Next Gen Sportsman single turbo. One look at the gutted and caged interior shows this Bimmer means serious racing business. For a well-documented breakdown of this right-handed drag car, check out r44performance.com. 

STUART WILSON 

'73 INTERNATIONAL HARVESTER SCOUT II 

Category: HOT ROD & HOT ROD TRUCK

Velocity Restorations ups the ante in classic-car builds with its Founder's Edition '73 Scout II. The Scouts have always embodied the square, ruggedness classic SUVs were known for, and this build blends that vintage grit with modern engineering. The LT1 V8-powered Scout rides on a Roadster Shop Legend Series chassis with independent front suspension for modern comfort while retaining the spirit of old-school durability. Finished in Everest Green with a hardtop, roof rack, off-road lights and a bespoke interior, it's reimagined for both the showroom spotlight and any mountain trail. Custom-machined billet and exclusive Forgeline wheels complete this show-stopping build. 

CHRISTOPHER MALLOY 

'91 NISSAN PAO 

Category: SPORT COMPACT, IMPORT PERFORMANCE, LUXURY & EXOTIC 

This ultra-rare '91 Nissan Pao blends vintage charm with coastal flair. Finished in aqua gray with wood-panel vinyl accents and topped with a carbon fiber surfboard, it's a nostalgic nod to surf culture with a JDM twist. Imported from Japan via the United Kingdom in 2018 by The Import Guys, S&M Auto Body fully restored the Pao and it's maintained by Axis Motorsports and Zenith Auto Garage, both located in Las Vegas. The build features VTO wheels, a CarPlay stereo and a 1,000cc engine producing a galloping 54 hp. Proudly representing Team Hybrid and NRG, it's a rolling statement of style, soul and story. 

GREG ADAMS 

'75 FORD F-600 

Category: HOT ROD & HOT ROD TRUCK 

Greg Adams shares his vision of what Ford might've created with this massive build. His '75 Ford F-600 dually pickup is powered by a 5.9L Cummins diesel engine, paired with a narrowed F-650 rearend and an E-450 front axle, all connected through custom steering links. The body features repurposed Ford OE components—from the '68 Ford Super Duty hood scoops to a Bronco-skinned tailgate—in order to boast a modern look that nods to Ford OE body styling. F-600 fenders are seamlessly grafted into an F-250 bed to create that aggressive dually stance, finished in a color Adams describes as "a Wendy's Frosty with a bit of orange pearl."

Attendee registration for the 2025 SEMA Show, November 4-7 in Las Vegas, is now available online here. Online registration for qualified professional attendees is $75 per person through Friday, September 26. Starting September 27, the rate increases to $100 for both online and onsite registration. A SEMA Show badge includes access to both the SEMA Show and AAPEX.

For updates on SEMA Fest, the one-day musical and motorsports festival on Friday, November 7, or to purchase "SEMA Show Friday – Open to the Public" tickets, visit semafest.com.

By SEMA News Editors

Whether you're a first-time exhibitor or a seasoned pro, the 2025 SEMA Show Freeman Webinar is your go-to resource for maximizing impact and minimizing costs.

Set for Tuesday, September 16, at 10:00 a.m. PDT/1:00 p.m. EDT, the virtual 2025 SEMA Show Freeman Webinar (Register Here) will put you in front of with leading exhibition specialists and members of the SEMA Show team to guide you through all of the tools and resources--from cost-saving tips to the keys of lead retrieval--that are available to you and your brand.  

Led by Cassandra Cothron, exhibitor education manager for official SEMA Show partner Freeman, with support from the SEMA Show's own experts--this virtual event will explore:  

• Valuable resources and cost-saving tips.
• How to effectively highlight new products.
• Lead retrieval and customer management solutions.  
• Proven strategies to attract and engage more customers.  
• Expert answers to all your exhibit-related questions.  

If you're a SEMA Show exhibitor, you won't want to miss this information-packed presentation on Tuesday, September 16. Save your seat now!

Exhibitors should frequently check the complete list of deadlines for the 2025 SEMA Show using the Exhibitor Services Manual (ESM) found at semashow.com/esm. The ESM is the one-stop shop for all things related to exhibiting at the SEMA Show and contains everything companies need to know to exhibit like a pro, including deadline and budget checklists.

Exhibitors can also lock in the guaranteed lowest hotel rates by booking in the official SEMA Show Block provided by OnPeak.

Have questions on exhibiting at the SEMA Show? Call us at 9:00 a.m. to 5:00 p.m. ET, Monday through Friday, at 508-743-8571 or email AAPEXSEMA@maritz.com.

By SEMA News Editors

Terrain Tamer Purchases Iconic Steve Irwin-Owned LandCruiser Troop Carrier

Terrain Tamer, the Australian off-road and four-wheel-drive parts brand, has purchased a Toyota LandCruiser Troop Carrier previously owned by "Crocodile Hunter" Steve Irwin.

Previously used at Irwin's Australia Zoo for carrying staff and equipment, the '82 HJ47 Troop Carrier has more than 250,000 miles on the odometer and still dons the iconic "Crocodile Hunter" branding.

The "Troopy" has been fitted with a 4.9L Cleveland Ford V8 engine and has undergone mechanical and electrical refurbishment under its previous owners, including the fitment of Terrain Tamer suspension components, which drew the attention of the brand's team during the recent auction of the vehicle.

"One customer recently shared that he believes the industry perception is that Terrain Tamer are the best parts around for hard working LandCruisers, so it feels like a natural fit that this Troopy would be fitted with our suspension and should come to us, where it can be shared with other enthusiasts and operators who appreciate it's significance," Terrain Tamer General Manager Brent Hutchinson said.

"LandCruisers are a cornerstone of Australian automotive culture, and the Troopy, in particular, is known for being rugged and practical. With the connection to Steve Irwin, there's an overlap of cultural identity and automotive history beyond anything mechanical."

The Crocodile Hunter Troopy comes complete with extensive documentation detailing modifications from its zoo service history, and a restoration record, as well as supporting provenance documentation, and a signed letter from Steve Irwin's son Robert.

The vehicle will eventually make an appearance at the company's Stockton, California, branch.

For more information, visit terraintamer.com.

Porsche Owners Gain Access to Tesla Supercharger Network

Porsche customers are gaining access to the Tesla Supercharger network thanks to a new program launched on September 9.

The program gives Porsche owners access to 23,500 Tesla Superchargers in North America and will be made possible through a Porsche-supplied NACS DC adapter for customers. At the current stage of the program, Porsche customers will utilize the Tesla app to enable charging. Charging through the My Porsche app and plug-and-charge is expected to follow in the coming months.

All-new model-year '26 Porsche Taycan and Macan Electric models will include Porsche NACS DC adapter at no additional fee. Model-year '25 Taycan owners and all existing Macan Electric owners are eligible for a complimentary adapter.

Model-year '24 and older Taycan customers can elect to purchase the Porsche NACS DC adapter from the Porsche Online Shop and at local Porsche Centers.

For more information, visit porsche.com.

Kahn Media's Josh Rivera Receives PRNEWS People of the Year Award

Kahn Media, a Moorpark, California-based marketing agency, has announced that Josh Rivera has received a PRNEWS People of the Year Award in the Media Relations Titans category.

The PRNEWS People of the Year Awards showcase the top talent, passionate professionals and budding communications leaders redefining modern public relations. Award-worthy individuals have made a quantifiable impact on a product, group, company or industry at large. The Media Relations Titans category zeroes in on those individuals who have worked continuously to build strong relationships with journalists and content creators through all channels or have succeeded in repositioning a brand through media outreach, according to PRNEWS.

Rivera joined Kahn Media in 2022 and now serves as a senior account executive. Since joining Kahn Media, Rivera has taken on more responsibilities and a growing client list, which now includes dynamic brands like Roush Performance, Velocity Restorations, Centerforce Clutch, Front Runner Dometic and Rigid Industries.

For more information, visit kahnmedia.com.

From the SEMA Washington, D.C., office

Eleanor Rollings, a fixture in the Washington, D.C., political fundraising scene, has joined SEMA as director of PAC development, a new role in which she will lead the efforts of SEMA and PRI PAC and Driving Force Action SuperPAC to support the specialty-equipment and motorsports industries.

Rollings joins SEMA from Hollingsworth Strategies, where she served as a principal overseeing major gifts programs, corporate partnerships and planned giving strategies for a wide range of client organizations.

"Eleanor is a great addition to SEMA's Washington, D.C., team, and we're excited to tap into her ability to build high-impact giving campaigns and cultivate relationships with major donors, advocacy networks and institutional partners," said Karen Bailey-Chapman, SEMA senior vice president for public and government affairs.

"I'm thrilled to get started with SEMA, whose reputation in Washington, D.C, is on the rise, and whose advocacy on behalf of our member companies and the nation's automotive enthusiasts is beyond impressive," Rollings said. "I see a great opportunity to deliver to our team the resources needed to make a lasting impact on the legislative and regulatory issues facing the aftermarket and motorsports industries."

A California native, Rollings holds a degree in political science from San Diego State University.