By Ashley Reyes

The countdown is on for the Industry Cup Challenge taking place at the SEMA Leaders and Legends Gala on July 25 in Universal City, California.  

SEMA member companies still have time to join the fun and race a pinewood derby car against other SEMA members in thrilling downhill action for a great cause. Sign up here.  

Proceeds from the Industry Cup Challenge will significantly enhance the lives of children in need as the money directly benefits the three SEMA Cares' partners:  

• Austin Hatcher Foundation for Pediatric Cancer: Provides free, comprehensive support to pediatric cancer patients and their families through mental, behavioral, educational, and social services. 
• Childhelp: Helps victims of child abuse and neglect through prevention, intervention and treatment.  
• Victory Junction: Enriches the lives of children with serious illnesses by providing life-changing camping experiences that are exciting, fun and empowering, at no cost to children or their families. 

The Industry Cup Challenge features competitors in five different categories: warehouse distributions, manufacturers, media, sales rep agencies, and service providers. Companies from each category will race to be number one in their division. The winners of each category will then race head-to-head to be crowned the 2025 Industry Cup Challenge champion. 

Will your company take home the title in 2025? There's only one way to find out. Join the challenge here!  

The donation cost is $1,000 per sponsoring company. Vehicles are randomly assigned and the race is officiated by SEMA Cares volunteers. If a sponsoring company cannot attend the Gala, a SEMA Cares volunteer will race the company's pinewood car on their behalf for the chance to win.  

Don't want to race but still want to contribute? See the other ways you can support SEMA Cares at sema.org/sema-cares.  

To purchase tickets for the SEMA Leaders & Legends Gala, the prestigious celebration set to honor the 2025 SEMA Hall of Fame inductees and recognize incoming and outgoing members of the SEMA Board of Directors, visit sema.org/gala.  

By Ashley Reyes

The SEMA Wheel, Tire, Suspension & Brake Council (WTSBC) will host a virtual Coffee and Conversation on preparing your vehicle for winter driving, with a focus on tires, wheels, brakes and suspension, on Thursday, August 7, at 9:00 a.m. PDT/12:00 p.m. EDT. 

During the session, attendees will gain insight into why it's crucial to plan ahead and address potential performance and safety issues before the first snowfall. Attendees will learn how early preparation ensures product availability, avoids seasonal installation delays and keeps vehicles safe and reliable when winter conditions hit. 

Featured Experts: 

• Brian McCroskey, suspension senior manager--special projects, Thyssenkrupp Bilstein of America 
• Mike Messina, general manager--racing division, Brembo North America 
• John Rastetter, Tire Information Ambassador, Tire Rack 
• Gary Ruede, supervisor technical, Discount Tire 
• Ryan Rutlidge, suspension director of product development, Air Lift Company 

Don't wait until it's too late--get the insights you need to stay ahead of the cold. Register for the Coffee and Conversation here. 

By Ashley Reyes

Keystone Automotive, pictured above, was named 2024 SEMA Channel Partner of the Year.

Channel partners play a vital role in the product distribution process as they are responsible for moving goods from manufacturers to retailers, wholesalers or directly to consumers. Whether it's through traditional distribution methods or via digital e-commerce platforms, channel partners not only facilitate the sale of products, but also manage supply chains and inventory, and provide additional services to end-customers. 

SEMA is currently accepting nominations for its 2025 SEMA Channel Partner of the Year Award to honor an industry channel partner that has made outstanding contributions to the specialty-equipment industry during SEMA's fiscal year (July 1, 2024, -June 30, 2025).  

"Channel Partners do more than get products from point A to point B. They help businesses grow into new markets, improve customer experiences, and elevate a company's position in the market by introducing fresh perspectives, strategies, and expertise," said SEMA Manager of Recognition Programs Jose Escobar. "By honoring an Industry Channel Partner who has excelled in these areas, we highlight their impact on the industry and inspire other channel partners to follow in their footsteps."

The following criteria should be considered for the SEMA Channel Partner of the Year Award. Although all may not be met or required, it is expected that the majority will be achieved:

• SEMA Involvement (i.e., member, ambassador, participation on committees, task forces, councils, board, etc.). 
• Promotes and encourages staff volunteer participation within SEMA and their community. 
• Maintains proper inventories to service their respective channel effectively. 
• Provides the suppliers with input and regular communication to help their products and programs succeed. 
• Keeps employees updated on new products, promotions and trends through rep, factory and/or industry training. 
• Presents products and promotions through their respective channel in a professional manner. 
• Operates in a professional and efficient manner. 
• Consistently pays their bills as agreed and in a timely manner. 
• Provides adequate and efficient logistics for the delivery of products through their channel. 
• Maintains integrity in all operations. 
• Supports a strong digital platform in most, if not all, of their business segments, including marketing, inventory control, logistical flow, sales, merchandising aides, etc. 
• Supports apprenticeship and graduate programs for employees. 
• Fosters industry participation by next-generation enthusiasts.
• Strongly encourages and actively pursues support of ACES/PIES data. 

SEMA is also accepting nominations for other prestigious SEMA Industry Awards at sema.org/awards until Friday, August 15. The program recognizes honorees in six different categories: Channel Partner of the Year, Content Creator of the Year, Gen-III Innovator of the Year, Manufacturer of the Year, Person of the Year and Visionary 8.  

The 2025 SEMA Show festivities will shift into gear on Tuesday, November 4, with the Kickoff Breakfast, where 15 cutting-edge New Product Awards will be unveiled alongside top honors for Channel Partner of the Year and Manufacturer of the Year. 

On Thursday, November 6, the highly anticipated Visionary 8 and SEMA's Best Engineered Vehicle of the Year winner will be announced live at SEMA Central. The momentum will continue the same day at the newly reimagined industry homecoming--SEMA Industry Honors--now staged at the iconic Fontainebleau. This red-carpet-style gathering brings together the industry's biggest names to spotlight standout achievements, including Content Creator of the Year, Gen-III Innovator of the Year and the coveted Person of the Year.  

Learn more at sema.org/awards.  

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.

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.

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 the upcoming July 25 deadline for Feature Vehicle Display applications. The Feature Vehicle Display program allows exhibitors to expand their Show presence beyond their booth space and is open to vehicles of all categories and applications of the aftermarket. Click here for more information on the Feature Vehicle Display program.

• July 25: Feature Vehicle Display application (vehicles displayed outside of booth).
• August 13: SEMA Show Directory listing information.
• August 15: Press/Media Conference application.
• August 22: SEMA Show Directory ad space reservations.
• August 28: SEMA Show Directory ad materials due.

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/exhibitor, 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.

By SEMA News Editors

Attendee registration for the 2025 SEMA Show--November 4-7, in Las Vegas--is open online, and it's never too early to start planning your Show.

From cutting-edge vehicle builds to the latest innovations in the automotive aftermarket, the SEMA Show in Las Vegas is where the world gathers every year to experience the energy, passion and innovations that define the specialty-equipment aftermarket. (Learn more about why attend at semashow.com/attendee).

Organizers recommend interested attendees and buyers register now to start planning the best SEMA Show experience for their careers and businesses. Mapping out the event in advance gives attendees the best opportunity to maximize their 2025 SEMA Show week, allowing the benefits of the event to reverberate long after the Show floor closes.  

How to Apply for Registration

Approved attendees can secure their SEMA Show badge for only $75 on semashow.com/attendee now through Friday, September 26. After the deadline, the registration price will increase to $100 both online and on-site. 

How to Save on Your 2025 SEMA Show Hotel

SEMA Showgoers are strongly encouraged to secure their housing online here through onPeak, SEMA's only official hotel provider. Booking a 2025 SEMA Show hotel through onPeak allows attendees and exhibitors to claim hotel loyalty rewards points and book their entire group online with immediate confirmation--knowing they've secured the lowest rates possible for the event without needing to browse the web for hours. 

How to Save on Airfare for the SEMA Show

SEMA Showgoers can claim exclusive airline discounts for their trip to the 2025 SEMA Show. With these deals straight from exclusive SEMA Show partners--detailed at the bottom of this article--you can save big on your plane tickets for this year's event.

Alaska Airlines: 

• Discount: 7% off published fares. 
• Valid Travel Dates: Friday, October 31--Saturday, November 8, 2025.
• Online Reservations: Visit alaskaair.com and enter discount code ECMO139. 
• Phone Reservations: Contact the Alaska Airlines Group Desk at 1-800-445-4435. Note that a $15 per person ticketing fee will be applied to phone reservations.

Delta Airlines: 

• Discount: Special fares for SEMA Showgoers.
• Online Reservations: Visit the special link here.
• Phone Reservations: Contact the Delta Meeting Network at 1-800-328-1111, Monday through Friday, 8:00 a.m. to 6:30 p.m. EST, and refer to Meeting Code NY3RX. (No service fee for reservations booked and ticketed through the listed phone number).

United Airlines: 

• Discount: Up to 2% to 10% based on origin location. 
• Valid Travel Dates: Thursday, October 30--Sunday, November 9, 2025. 
• Online Reservations: Visit the special link here, or use discount code ZPKE658685.
• Phone Reservations: Please note that a service fee will be collected per ticket when booking by phone. Contact United Meetings at 1-800-426-1122 and provide the representative with the following information:
  • Z Code: ZQT8.
  • Agreement Code: 615759.

SEMA Show International Attendees Seeking a Travel Visa

For those traveling from outside of the United States, SEMA can offer a letter of invitation for approved attendees. The online registration form must be completed before a visa letter can be issued. The letter will only be prepared using the individual's name and company name as listed in their registration record.

For more information, visit the Registration FAQs section of semashow.com/attendee and scroll down to "I need a visa to enter the United States. How can I get a letter of invitation?"

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 News Editors

In case you missed it, the 2025 SEMA Fest lineup was announced—and it's next-level. Rock icons Queens of the Stone Age, legendary hitmakers The Black Crowes and alt-pop favorites Neon Trees are set to headline this year's high-octane festival of music, motorsports and car culture.

It all comes to life Friday, November 7, at the SEMA Show's Bronze Lot, immediately following the close of the 2025 SEMA Show. But here's the big news: Ticket sales are officially open as of, Friday, July 18, at 8:00 a.m. PT at semafest.com!

This is your chance to lock in your spot at one of the most unforgettable nights of the year. From full-throttle drifting demos and fan-favorite activations to a powerhouse concert lineup, SEMA Fest 2025 is the soundtrack to your adrenaline addiction.

🎟️ General Admission and VIP tickets will be available, along with package options for the "SEMA Show Friday - Open to the Public" pass for your friends who aren't industry professionals. 

So, whether you're here for the riffs, the rides—or both—get ready as tickets might sell out.

🔗 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 story was originally published on Thursday, July 17.

From the SEMA Washington, D.C., office

SEMA wants feedback from industry leaders on how tariffs are impacting your business. Please take part in our survey to provide your insights, which will significantly aid our ability to advocate on your behalf.  

We need just a few more responses to strengthen our dataset. If just four SEMA members add their information today, we'll have a more complete picture to share with lawmakers and the Trump administration.

Why do we need this data? The feedback SEMA gathers from aftermarket industry businesses is essential to lawmakers. They need to hear about how tariffs affect your ability to ship goods and products, as well as import the materials and components you need.  By providing your insights, you greatly aid our ability to advocate on your behalf. 

Photo courtesy of Shutterstock

From the SEMA Washington, D.C., office

SEMA wants feedback from industry leaders on how tariffs are impacting your business. Please take part in our survey to provide your insights, which will significantly aid our ability to advocate on your behalf.  

We need just a few more responses to strengthen our dataset. If just four SEMA members add their information today, we'll have a more complete picture to share with lawmakers and the Trump administration.

Why do we need this data? The feedback SEMA gathers from aftermarket industry businesses is essential to lawmakers. They need to hear about how tariffs affect your ability to ship goods and products, as well as import the materials and components you need.  By providing your insights, you greatly aid our ability to advocate on your behalf. 

Photo courtesy of Shutterstock

From the Washington, D.C., office

Leno's Law, the California legislation that seeks to expand the preservation of historic vehicles, continues to truck forward. Senate Bill 712, the legislation's formal name, passed the Assembly Transportation Committee this week with bipartisan support, marking another important step toward modernizing California's outdated smog check rules for collector vehicles.

Take a minute to voice your support for "Leno's Law" and help protect jobs, heritage and small businesses. Tell legislators to pass the bill now. (It seriously only takes a minute!)

The bill, strongly supported by SEMA and the enthusiast community, creates a new, optional exemption pathway for vintage vehicles. In the current, amended version, the exemption will begin in 2027 for model years '76–'81, with one additional year added annually until the exemption covers vehicles from 1986. Vehicles must also carry collector car insurance and display historical plates—measures designed to ensure the exemption is used as intended.

• The core of the bill remains intact, helping fuel the increased momentum it needs to become law. Leno's Law continues to be a fair, enforceable path for vintage vehicle owners to maintain and enjoy their cars without outdated testing burdens or impractical inspections.

"SEMA believes that this version of the bill improves on current law and ensures that future generations have access to car culture without unnecessary barriers" said Victor Muñoz, SEMA's California-based senior manager for state government affairs. "These cars are part of our history, and they deserve a path forward that reflects how they're actually used."

SEMA urges industry members to stay engaged as the bill heads to Assembly Appropriations. The finish line is in sight—and the future of California's car culture is riding on it.

For more information on how to support Leno's Law and to stay updated on its progress, contact Muñoz at victorm@sema.org.

From the Washington, D.C., office

Leno's Law, the California legislation that seeks to expand the preservation of historic vehicles, continues to truck forward. Senate Bill 712, the legislation's formal name, passed the Assembly Transportation Committee this week with bipartisan support, marking another important step toward modernizing California's outdated smog check rules for collector vehicles.

Take a minute to voice your support for "Leno's Law" and help protect jobs, heritage and small businesses. Tell legislators to pass the bill now. (It seriously only takes a minute!)

The bill, strongly supported by SEMA and the enthusiast community, creates a new, optional exemption pathway for vintage vehicles. In the current, amended version, the exemption will begin in 2027 for model years '76–'81, with one additional year added annually until the exemption covers vehicles from 1986. Vehicles must also carry collector car insurance and display historical plates—measures designed to ensure the exemption is used as intended.

• The core of the bill remains intact, helping fuel the increased momentum it needs to become law. Leno's Law continues to be a fair, enforceable path for vintage vehicle owners to maintain and enjoy their cars without outdated testing burdens or impractical inspections.

"SEMA believes that this version of the bill improves on current law and ensures that future generations have access to car culture without unnecessary barriers" said Victor Muñoz, SEMA's California-based senior manager for state government affairs. "These cars are part of our history, and they deserve a path forward that reflects how they're actually used."

SEMA urges industry members to stay engaged as the bill heads to Assembly Appropriations. The finish line is in sight—and the future of California's car culture is riding on it.

For more information on how to support Leno's Law and to stay updated on its progress, contact Muñoz at victorm@sema.org.