By SEMA News Editors
 

Mercedes-Benz USA Appoints Nicolette Lambrechts as VP of Customer Services

Mercedes-Benz USA (MBUSA) has announced the appointment of Nicolette Lambrechts as vice president of Customer Services, succeeding Jee-Sop Kim, effective November 1, 2025. Lambrechts will join the MBUSA executive team in Atlanta, Georgia.

"We are pleased to welcome Nicolette back to the North American leadership team. Her global perspective, extensive experience with the brand and proven leadership acumen positions her well to further elevate the customer experience and strengthen connections with our dealer network and customers throughout the ownership journey," said Adam Chamberlain, president and CEO of Mercedes-Benz USA.

Lambrechts joined Mercedes-Benz South Africa in 2001 as a Graduate Trainee. In 2002, she took over the position of sales planner for Chrysler Jeep and was promoted in 2004 to distribution and logistics manager for commercial vehicles. Between 2008 and 2014, Lambrechts held key leadership positions as the national sales manager and brand manager for Mercedes-Benz Vans in South Africa.

In 2014, Lambrechts was appointed managing director of the Vans Division for Mercedes-Benz South Africa, and in 2017, she became managing director of Vans for Mercedes-Benz Canada. From there, she joined the MBUSA Vans team in 2019 as general manager, Sales, and was subsequently appointed to the role of managing director of Vans for MBUSA in 2021.

In May 2023, Lambrechts transitioned to Mercedes-Benz global headquarters in Stuttgart as the head of Region Overseas for Mercedes-Benz Vans. Since July 1, 2024, she served as the head of Vans Global Sales and Marketing Operations.

Porsche Previews Inductive Charging With Cayenne Electric Prototype

Porsche is set to introduce inductive charging technology with the upcoming Cayenne Electric, debuting at the 2025 Internationale Automobil-Ausstellung (IAA) Mobility show in Munich. Using a wireless floor plate, owners can charge at home without cables or plugs simply by parking over the plate. The system delivers up to 11 kW and will be integrated into the My Porsche app for monitoring and scheduling. The Cayenne Electric will automatically lower to optimize alignment, with built-in safety features like motion detection and foreign-object interruption. Porsche Wireless Charging launches first in Europe in 2026, with other markets to follow. Want to see it for yourself? A prototype with fluorescent electroluminescent paint, which glows when electricity flows, is on display at the IAA Show, Tuesday, September 9, through Sunday, September 14.

I-CAR Announces 2025 Board of Directors Election Results and Governance Updates

I-CAR® (the Inter-Industry Conference on Auto Collision Repair), one of the collision repair industry's leaders in technical educational programming, related technical services and industry talent solutions, announced the results of its 2025 Board of Directors election.

I-CAR regular members approved the election of four representatives:

• Ryan Downs, Crash Champions: Elected to a three-year term representing the collision repair segment (At-Large)
• Paul Krauss, Caliber Collision (incumbent): Re-elected to a three-year term representing the collision repair segment (Large MSO)
• Laura Lozano, Contra Costa College: Elected to a three-year term representing the education segment
• Ed Mondragon, State Farm Insurance: Elected to a three-year term representing the insurance segment

In addition, the I-CAR Board of Directors released a letter from Chair Jennifer Goforth detailing the approval of a bylaws update. For more information, visit I-CAR.com.

ITOCHU Invests in MOTER Technologies to Advance Smart Insurance Solutions

ITOCHU Corporation has taken an equity stake in MOTER Technologies, a California-based developer of real-time, in-vehicle insurance software. The partnership combines MOTER's edge-computing insurance platforms with ITOCHU's global network, with the goal of accelerating personalized insurance solutions that adapt to connected and autonomous vehicle technologies.

The collaboration will expand MOTER's OEM-branded programs in the United States, enhance reinsurance through ITOCHU's subsidiaries and support new service development in health and mobility. Both companies said the alliance will help create safer, more sustainable insurance and financial models for the evolving automotive industry.

For more information, visit the ITOCHU website.

By SEMA News Editors

The best builds. The boldest customizations. Do you have what it takes to be the next Battle of the Builders champion? There's only one way to find out!

Every year, the best builds and the boldest customizations face off in the industry's leading vehicle competition to see who will be crowned the next Battle of the Builders Presented by Mothers Polish champion. 

Applications are open for the 2025 SEMA Battle of the Builders Presented by Mothers Polish at semabotb.com. All builders with a vehicle displayed at the 2025 SEMA Show may enter the competition at semabotb.com before the deadline on October 17, 2025.

The 2025 SEMA Battle of the Builders (BOTB) will recognize class champions as the best in four categories:

• Hot Rod & Hot Rod Truck
• 4 Wheel Drive & Off-Road
• Sport Compact, Import Performance, Luxury & Exotic
• Young Guns

Only one of the class champions will be crowned the overall BOTB champion during this year's SEMA Show, November 4-7, Las Vegas.

Battle of the Builders Young Guns Category

Supporting and inspiring young builders is crucial to the future of the automotive specialty-equipment market. The BOTB Young Guns category is designed to encourage young builders to pursue their passions and shine a light on the up-and-coming builders.

"Young Guns" is a designation within the overall BOTB competition to recognize builders who are under the age of 29 (as of November 7, 2025). Those who meet the criteria and have selected the Young Guns category on the online application are eligible to participate. In addition, all eligible Young Guns applicants who have submitted their online application before August 15, 2025, may be selected to compete in one or more virtual regional Golden Ticket competitions for the chance to win a Golden Ticket SEMA Show prize package. The eligible Young Guns applicants who have been selected for this will be contacted separately by the BOTB operations team via email or phone.

For more information and to apply, visit semabotb.com. For the complete BOTB terms and conditions, visit here.

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 Ashley Reyes

The SEMA Motorsports Parts Manufacturers Council (MPMC) Media Trade Conference has grown to be one of the most unique and effective events in the automotive aftermarket since its inception in 1997. Happening January 27-29, 2026, in Anaheim, California, the conference is set to once again deliver unmatched value to manufacturers by giving them something they rarely receive at traditional trade shows: undivided attention from the media. 

Unlike larger events like the SEMA Show or PRI Show where manufacturers are focused on connecting directly with buyers, the Media Trade Conference offers a focused environment designed specifically for building media relationships. Over three days, manufacturers rotate through a series of private, half-hour meetings with top editors, journalists, influencers and content creators. 

"The Media Trade Conference is the one opportunity annually where media and manufacturers get half an hour of undivided attention," said Brian Bohlander, MPMC chair and director of marketing--sports and partnership at Old World Industries. "To me, it's the most productive three days of the year because you do have that opportunity to tell your story--to tell your product story, your company and your brand stories--to a captive audience without all the disruption that happens on a show floor." 

The Conference Advantage 

For manufacturers, the value is clear: more than 40 dedicated media meetings in a single week. Instead of chasing contacts across crowded convention halls or hoping a press release lands, companies leave the conference with dozens of new opportunities for coverage and collaboration. 

Bohlander recalled that even first-time exhibitors quickly realize how powerful the format is. "I had a couple of companies tell me last year, 'I had no idea what this conference was going to be about, and I've already found this to be more valuable in the first day than what I ever imagined it would be.' " 

Evolving With the Industry 

The Media Trade Conference has also evolved alongside the changing media landscape. While traditional print publications remain an important part of the mix, the rise of digital-first outlets, influencers and content creators has expanded the reach of the event. 

Bohlander noted that the pandemic-era shift to virtual events accelerated manufacturers' comfort with digital engagement. Today, that comfort has translated into real opportunity. "You're starting to see that along with publications that have 50,000 circulation, you now have digital ambassadors and content creators who have 50,000 to 100,000 followers and targeted audiences. You're essentially hitting the same, maybe even larger audience pools that you can have more quantifiable demographics information and really target more closely than what you could in the print-only era of the past." 

This evolution means exhibitors don't just meet with print editors; they're also connecting with influencers who can showcase products in action, creating video and social media content that reaches consumers instantly. 

Tips for Success 

So what should manufacturers keep in mind when preparing for the Media Trade Conference? Bohlander offered two key pieces of advice: 

• Come with an open mind. "You never know who's going to be the diamond in the rough," he said. "There may be a media outlet, influencer or content creator who ends up aligning perfectly with your brand and taking it to new heights." 
• Make it easy for media to tell your story. From QR-coded business cards to dedicated media landing pages with press releases, product images and catalogs, Bohlander emphasized that the goal should be to provide simple, ready-to-use resources that media can easily share with their audiences. 

Beyond the Meetings 

While the half-hour sessions are the backbone of the event, the networking doesn't stop there. Dedicated networking breaks, after-hours conversations and an industry reception provide invaluable chances to build genuine relationships. 

"This conference really epitomizes the spirit of 'we're all in this together'," Bohlander said. "This is where you build and nurture relationships--whether it be in six months, a year or maybe a couple years down the road. Whatever the product is you manufacture, a media outlet who you got to know through this conference is going to pick up the phone, call you and say, 'I'm doing a story on XYZ. Can you help us with content for that story?' And it's all because of the networking and relationships that you built at this conference." 

Why Attend in 2026?  

Whether you're a seasoned exhibitor or considering the conference for the first time, the opportunity is undeniable. In just three days, manufacturers gain exposure, forge connections and open doors that would otherwise take months—or even years—to secure. 

As Bohlander summed it up: "This is the one place you're going to get that exclusive engagement. You can't get it at a trade show. You're not going to be able to pick up the phone and call 40 media outlets and have a conversation with them. The Media Trade Conference gives you that access, those conversations and those relationships that build your business for the long term."  

The Media Trade Conference is open to MPMC, Truck & Off-Road Alliance (TORA) and Performance Racing Industry (PRI) business members. Attendees can maximize their ROI by registering early. Media registration will open in October. 

Register today at www.mediatradeconference.com. 

Questions? Contact MPMC Council Director Marcy Yanus at marcy@sema.org. 

By SEMA News Editors

As specialty-equipment industry manufacturers once again prepare to descend on Las Vegas for the 2025 SEMA Show, November 4-7, it's important for exhibitors to keep critical deadlines and checklists at the forefront and take advantage of the many programs available to exhibitors that are designed to help your brand increase exposure and improve ROI.

In order to help your brand prepare to connect with dedicated buyers, influencers, dealers and automotive professionals, here are some exhibitor resources to help you track upcoming deadlines and stay on budget.

Products for Project-Vehicle Builders Program

SEMA Show exhibitors can expand their reach, product exposure and Show-floor presence through the exclusive Products for Project-Vehicle Builders program, which is now open at semashow.com/projectvehicle.

The Products for Project-Vehicle Builders list is designed for builders looking to collaborate and seek product offers straight from confirmed SEMA Show exhibitors.

Qualified builders interested in obtaining a product should contact exhibitors directly with the provided contact information. All product-placement decisions, negotiations and agreements are the responsibility of the exhibiting manufacturer and the builder, with each project vehicle on display at the SEMA Show required to be supported by a current 2025 SEMA Show exhibitor.

The list is open to exhibitors of the 2025 SEMA Show only. To be included in the list, complete the form at semashow.com/projectvehicle.

SEMA Show Deadlines List

This all-encompassing checklist provides a breakdown of deadlines for booth orders, rentals, booth vehicle applications, celebrity appearance notifications and more key dates, some of which are also detailed in this article below.

View the SEMA Show deadlines checklist.

Budget Checklist

This checklist allows exhibitors to keep track of all costs--like exhibit design, booth services, freight/material handling, labor and miscellaneous fees. Simply input the exhibiting company name for a personalized form.

View the SEMA Show budget checklist.

Upcoming Key Exhibitor Deadlines

Be sure to check out the complete list of deadlines for more dates, including several set for October 2. 

• September 12: Booth Vehicle Display Application (Vehicles displayed in booth).
• September 12: Sponsorship Artwork/Materials Due to Freeman.
• September 26: Exhibitor Registration Due, Domestic (To Receive Badges in Mail).
• September 30: Freight: Freeman Warehouse, 1st day to accept advance freight.
• October 1: Internet/Telephone Order (Advance Rate), Cox Business.

Placing Freeman orders before the Thursday, October 2 discount deadline, which offers discounted prices off regular rates on nearly all services, is one of the best ways to save ahead of the SEMA Show.

Don't forget that the Exhibitor Services Manual, accessed at semashow.com/esm, is a one-stop shop for all things related to exhibiting at the SEMA Show. It contains everything companies need to know to exhibit like a pro, including the deadline and budget checklists.

And now that you know these dates, exhibitors can also lock in the guaranteed lowest hotel rates by booking in the official SEMA Show Block provided by OnPeak.

Have questions or need help? 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 Ashley Reyes

The SEMA Truck & Off-Road Alliance (TORA) is hosting a business networking mixer for truck and off-road professionals at The Trail Hero event in Hurricane, Utah. Happening Thursday, October 2, from 5:00 p.m.–7:30 p.m. MDT, the mixer will be held at MischiefMaker TV Garage (174 Old Hwy. 91, Unit 2, Hurricane, UT 84737). 

The mixer will provide a great opportunity for attendees to expand their professional network, learn about resources designed to advance their business and hear details about TORA activities scheduled for the 2025 SEMA Show, November 4-7, Las Vegas. Attendees will also meet the TORA select committee, explore open volunteer roles and build relationships with leaders across the aftermarket.  

TORA membership is open to all SEMA member companies serving the truck and off-road aftermarket industry. If this sounds like your business, don't miss your chance to enjoy an evening of great company, meaningful connections, and engaging conversation. Light snacks and drinks will be provided. 

Reserve your spot today.  

By Ashley Reyes

There's still time to register for the SEMA Motorsports Parts Manufacturers Council (MPMC) General Membership Meeting and Panel Discussion happening next Thursday, September 18, at 10:00 a.m. PDT/1:00 p.m. EDT. The first 25 members to register will receive a $25 Uber Eats Voucher to use on the day of the meeting--so don't wait. Register now. 

Taking place virtually, this event will include updates on MPMC's member benefits, followed by a panel discussion on how companies can stay competitive in today's evolving media landscape.  

Attendees will learn:  

• How enthusiasts are discovering events and products in today's media landscape. 
• How to connect authentically with a younger audience across a fragmented media landscape. 
• How AI is impacting media development and consumption. 
• How manufacturers can align and create an effective marketing mix. 
• Why media channel partner collaboration is necessary and how the Media Trade Conference can help. 

Panelists include Mike Galimi, network director at MotorTrend/Hearst; Matt Martelli, CEO at Unlimited Off-Road Racing; and Brian Scotto, co-founder at Hoonigan, and creative director/filmmaker/founder at 321 ACTION ACTION.  

Register here. 

By Ashley Reyes

Nominations are now open for the 2025 SEMA Best Engineered Vehicle of the Year Award, giving builders a chance to spotlight their ingenuity, talents, and impact on the automotive aftermarket industry. Nominations are due on Wednesday, October 29, here. 

Now in its third year, the award honors a featured vehicle at the 2025 SEMA Show, November 4-7, Las Vegas, that demonstrates exceptional engineering throughout the entire vehicle, or an aspect of the vehicle that goes beyond physical appearance. It also aims to inspire more engineers to enter the automotive aftermarket by highlighting their impact on the automotive specialty-equipment industry and placing a spotlight on the symbiotic relationship between a vehicle's design and engineering. 

Nominate Today  

To be considered for the award, builders must upload a photo, video and description of the engineering content included in the build, as well as the location of the displayed vehicle at the SEMA Show.  

Learn more and nominate by Wednesday, October 29, at this link. 

The award winner will be announced at the 2025 SEMA Show on Thursday, November 6, in SEMA Central. 

From the SEMA Washington, D.C., office

Classic Instruments in August welcomed Republican Michigan state Rep. Parker Fairbairn for a tour of its Boyne City, Michigan, facility, to share the impact of the aftermarket industry on the state's economy.

As a member of the Michigan Legislature, Rep. Fairbairn plays an important role in supporting small manufacturers and advancing policies that impact the specialty-equipment and motorsports industries. He is serving his first term representing District 107, containing the cities of Boyne City, Charlevoix, East Jordan, Harbor Springs, Mackinac Island, Petoskey, Sault Ste. Marie and St. Ignace. Rep. Fairbairn sits on the Regulatory Reform Committee as vice chair, the Natural Resources and Tourism, Communication and Technology, and Energy Committees. He is familiar with the industry and has previously attended the SEMA Show. 

A key topic discussed during Rep. Fairbairn's visit was SEMA's top state legislative priority heading into 2026: protecting race tracks from nuisance claims, specifically when tracks were built before nearby development occurred. Preserving race tracks by shielding them from civil lawsuits is essential to sustaining grassroots motorsports and supporting the broader automotive culture. SEMA will continue its advocacy efforts in the next legislative session to ensure racetracks are protected and motorsports can continue to thrive in Michigan and beyond.

A Local Example of the Aftermarket's National Clout 

The visit is part of SEMA's ongoing effort to build strong relationships with lawmakers, educate them on the aftermarket industry's priorities and ensure that the future of automotive innovation, from performance to personalization, remains protected and supported in the state that is the heart of the American auto industry.  

Founded in 1977, Classic Instruments designs, engineers and manufactures custom gauges from its 14,000-sq.-ft. headquarters, where it employs a dedicated team of 25. Classic Instruments is a pillar of the local community and has earned numerous awards for its support of law enforcement, fire departments and local sports organizations. Its reputation and community involvement made it a natural stop to host Rep. Fairbairn. 

Michigan's specialty equipment aftermarket and performance racing industries make a significant contribution to the state's economy. The specialty-equipment market generates $34.67 billion in total economic impact, supports 116,186 jobs, provides $9.46 billion in wages and benefits and contributes $3.53 billion in taxes paid. Moreover, Michigan's racing industry accounts for $6.95 billion in total economic impact, supports 24,643 jobs, provides $1.86 billion in wages and benefits and contributes $791.75 million in taxes paid annually. 

Host Your Own Tour 

Hosting local lawmakers at your facility is a valuable opportunity to highlight your business, introduce your team and build stronger connections with those shaping public policy. These visits are especially impactful when elected officials witness the skill, dedication and pride that go into the work at small, family-owned operations which serve as the heart of the automotive aftermarket. Seeing your shop in action puts a human face on the policies they consider. It reinforces that behind every regulation are real people, quality jobs and local communities. 

If you are interested in hosting a lawmaker at your facility, SEMA's Government Affairs team is here to help make it happen. Contact Tierra Hubbard, SEMA senior manager for state government affairs, at tierrah@sema.org.

From the SEMA Washington, D.C., office

Classic Instruments in August welcomed Republican Michigan state Rep. Parker Fairbairn for a tour of its Boyne City, Michigan, facility, to share the impact of the aftermarket industry on the state's economy.

As a member of the Michigan Legislature, Rep. Fairbairn plays an important role in supporting small manufacturers and advancing policies that impact the specialty-equipment and motorsports industries. He is serving his first term representing District 107, containing the cities of Boyne City, Charlevoix, East Jordan, Harbor Springs, Mackinac Island, Petoskey, Sault Ste. Marie and St. Ignace. Rep. Fairbairn sits on the Regulatory Reform Committee as vice chair, the Natural Resources and Tourism, Communication and Technology, and Energy Committees. He is familiar with the industry and has previously attended the SEMA Show. 

A key topic discussed during Rep. Fairbairn's visit was SEMA's top state legislative priority heading into 2026: protecting race tracks from nuisance claims, specifically when tracks were built before nearby development occurred. Preserving race tracks by shielding them from civil lawsuits is essential to sustaining grassroots motorsports and supporting the broader automotive culture. SEMA will continue its advocacy efforts in the next legislative session to ensure racetracks are protected and motorsports can continue to thrive in Michigan and beyond.

A Local Example of the Aftermarket's National Clout 

The visit is part of SEMA's ongoing effort to build strong relationships with lawmakers, educate them on the aftermarket industry's priorities and ensure that the future of automotive innovation, from performance to personalization, remains protected and supported in the state that is the heart of the American auto industry.  

Founded in 1977, Classic Instruments designs, engineers and manufactures custom gauges from its 14,000-sq.-ft. headquarters, where it employs a dedicated team of 25. Classic Instruments is a pillar of the local community and has earned numerous awards for its support of law enforcement, fire departments and local sports organizations. Its reputation and community involvement made it a natural stop to host Rep. Fairbairn. 

Michigan's specialty equipment aftermarket and performance racing industries make a significant contribution to the state's economy. The specialty-equipment market generates $34.67 billion in total economic impact, supports 116,186 jobs, provides $9.46 billion in wages and benefits and contributes $3.53 billion in taxes paid. Moreover, Michigan's racing industry accounts for $6.95 billion in total economic impact, supports 24,643 jobs, provides $1.86 billion in wages and benefits and contributes $791.75 million in taxes paid annually. 

Host Your Own Tour 

Hosting local lawmakers at your facility is a valuable opportunity to highlight your business, introduce your team and build stronger connections with those shaping public policy. These visits are especially impactful when elected officials witness the skill, dedication and pride that go into the work at small, family-owned operations which serve as the heart of the automotive aftermarket. Seeing your shop in action puts a human face on the policies they consider. It reinforces that behind every regulation are real people, quality jobs and local communities. 

If you are interested in hosting a lawmaker at your facility, SEMA's Government Affairs team is here to help make it happen. Contact Tierra Hubbard, SEMA senior manager for state government affairs, at tierrah@sema.org.

By SEMA News Editors

Neon Trees, known for their chart-topping anthems like "Animal" and "Everybody Talks," will bring their signature mix of infectious pop-rock and vibrant stage presence to SEMA Fest 2025 in Las Vegas on Friday, November 7. With their dynamic sound and high-energy live show, they’re set to deliver a performance for the ages to help close out the 2025 SEMA Show alongside headliners Queens of the Stone Age and southern rock royalty The Black Crowes.

SEMA Fest, of course, is more than just a concert--it's a full-throttle celebration where music meets motorsports. Between sets, fans can check out wild custom builds, jaw-dropping drifting demos and burnouts, lifestyle vendors, and the kind of festival vibes you can only find among like-minded enthusiasts during SEMA Show week in Las Vegas.

This is your chance to lock in your spot at one of the most unforgettable nights of the year. SEMA Fest 2025 tickets start at just $70 (including taxes and fees; as of 9/9/2025). SEMA Fest ticket provider Tixr offers payment plans, where guests will pay the full ticket price in recurring payments until a final date determined when purchasing the tickets. Tickets must be paid for by the final payment date to be valid at the event. Complete payment plan details and an agreement are available on semafest.com when purchasing tickets.

🔗 Visit semafest.com for tickets, updates and full event details.

📩 Have questions? Email info@semafest.com.

🤝 For sponsorship or partnership inquiries, contact partnership@semafest.com.

This article was originally published on September 8, 2025. Prices subject to change.