By Ashley Reyes

 

Leadership change is a disruptive but common reality in the workplace. Whether it's a CEO transition or a new team manager, shifts in leadership can affect retention, morale, productivity and performance.

 

To help automotive aftermarket professionals successfully navigate these transitions, the SEMA Businesswomen's Network (SBN) will host the webinar, "Navigating a Leadership Change," on Thursday, September 8, at 12:00 p.m. PT/1:00 p.m. ET.

 

 

Join Rachel Speir of RS Marqueting, as she moderates an informative discussion with Jaclyn Bradham of Oracle Lights, Tara Demuth of R&S Truck Caps, Erika Marquez of Warn Industries, and Natalie Simon of Ford. Together, they will share real examples of how they've successfully navigated change, managed uncertainty and contributed positively during leadership transitions.

 

You'll learn:

• How to recognize the different layers of impact during leadership changes.
• Communication strategies for setting expectations and managing uncertainty.
• Strategies to protect culture and retention.
• What managers and leaders need to succeed.
• How to support your new manager while demonstrating your expertise and value in a productive way.
• Tools to help employees stay adaptable and resilient.

 

Leadership changes are inevitable, but how they are managed can prepare teams for long-term success. Register now and gain the insights to handle leadership transitions, whether as an emerging leader or team member impacted by change.

 

"Navigating a Leadership Change," a webinar hosted by the SEMA SBN
Thursday, September 8
12:00 p.m. PT/1:00 p.m. ET
Register now.

 

By Ashley Reyes

 

The SEMA Future Leaders Network (FLN) has named Colin Cook, product manager at Brembo-North America, as the network's newest spotlight member. 

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

 

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

Colin Cook: Something I have heard many times is that it's better to listen than to speak. Over time, I've realized that the people who learn the most, build the strongest relationships and make the best decisions are usually the ones who truly listen first. In both personal life and work, being a good listener creates trust and helps you grow. Sometimes the smartest thing you can say is nothing at all until you fully understand the situation.

 

SN: What keeps you in the industry? 

CC: The variety. From motorcycles to cars to trucks to on-road and off-road––I enjoy it all!

 

SN: Where can you be found on Saturday? 

CC: In the garage working or outside on my dirt bike or mountain bike.

 

SN: How do you prepare for an important meeting? 

CC: Trying to do any research I might need to be pre-informed. I also have any documents, files and information already open and ready at any point.

 

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

CC: John Penton: He literally did everything. He raced, was a mechanic, sold bikes, built the brand and much more all at the same time. I would love to hear how he did it all and the stories he could tell.

 

---

 

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 SEMA News Editors

 

Registration is now open for the 2026 ADAS Symposium, co-hosted by SEMA Garage and MEMA on Tuesday, August 25 in Southfield, Michigan.

 

This year's symposium is intentionally designed as a highly focused gathering of industry leaders actively shaping the future of ADAS service and calibration.

 

Participants will engage in a full day of executive briefings, progress updates and collaborative working sessions addressing the industry's most pressing challenges, from calibration consistency and serviceability to emerging technologies and implementation pathways.

 

The program is structured to drive alignment, decision-making, and tangible next steps across the aftermarket ecosystem.

 

Attendance is intentionally limited to ensure a productive, candid and outcomes-driven environment.

 

Reserve your spot on the MEMA website here.

 

By SEMA News Editors

 

The 2026 SEMA Show, November 3-6 in Las Vegas, will once again bring together the global automotive aftermarket for four days of innovation, education, networking and business opportunities. Alongside thousands of exhibitors and product debuts, attendees will have access to a wide range of activations and featured experiences throughout the SEMA Show campus.

 

From industry-leading competitions and educational programming to art exhibits, livestream coverage and emerging vehicle technologies, the following activations are among the highlights planned for this year's SEMA Show. 

 

Don't wait––register today to secure your badge for the SEMA Show and experience the automotive aftermarket's biggest week in person.

 

 

 

2026 SEMA Show Features and Activations

 

New for 2026: Powersports/Side-by-Side (SxS)/Lifestyle Section

 

The Powersports/SxS/Lifestyle section will be anchored in the West Hall, with access to adjacent parking lots for dynamic outdoor activations and vehicle demonstrations.

 

The Show floor will undergo an evolution to group trucks, off-road and powersports together, reflecting the "total package" approach enthusiasts take toward their adventure builds. The section will highlight a diverse range of categories, including:
 

• Motorcycles and dirt bikes
• Side-by-sides
• Related adventure lifestyle gear and accessories

New and returning manufacturers are already showing excitement for the expanded section.

"We're proud to represent KYT Helmets at SEMA 2026," said TJ Jira, CEO of KYT Americas. "We believe it's an opportunity to elevate powersports and bring more visibility to our brand in the market."

 

Get all the details.

 

Show-Stopping Builds

 

From the Toyo Tires Treadpass to hundreds of booth and feature vehicles across the campus, the creativity and craftsmanship set for display this year will inspire and impress any automotive aftermarket enthusiast.

 

SEMA Battle of the Builders Presented by Mothers Polish

 

Now in its 13th year, the famed SEMA Battle of the Builders Presented by Mothers Polish competition continues to stand as the automotive aftermarket's premier platform for custom builders exhibiting at the SEMA Show.

 

New for 2026: The SEMA Battle of the Builders will expand to include motorcycles, introducing an additional set of awards recognizing the Top 3 standout bike builders and an overall motorcycle champion with the new SEMA Battle of the Builders: Bike Builder Shootout category.

 

For 2026, the competition will again feature its four core automotive competition classes: Hot Rod & Hot Rod Truck; 4 Wheel Drive & Off-Road; Sport Compact, Import Performance, Luxury & Exotic; and BFGoodrich Young Guns.

 

Class winners will advance through the competition, with one ultimately named overall Battle of the Builders champion.

 

Get the complete details.

 

View on the floorplan.

 

SEMA Education

 

SEMA Education offers Showgoers a dynamic experience that complements the high-energy learning environment found throughout the Show floor. Attendees can develop new skills, connect with industry leaders and gain practical business insights through sessions covering emerging trends, technical advancements, workforce development and business growth strategies.

 

Attendees can reserve a spot in one of dozens of educational sessions through the Registration Resource Center after registering.

 

Add Education sessions to your badge during the attendee registration process. Already registered? Add tickets to your badge through the Registration Resource Center. 

 

SEMA Collision Repair Stage

 

The SEMA Collision Repair Stage will serve as a hub for industry engagement, bringing together collision-repair professionals for education, discussion and networking throughout the SEMA Show.

 

Through dedicated programming from the Inter-Industry Conference on Auto Collision Repair (I-CAR) and the Society of Collision Repair Specialists (SCRS), attendees can participate in collision-repair-focused educational sessions and special industry events designed to address the latest trends, technologies and business challenges facing the collision-repair market. The stage offers valuable opportunities to learn from industry experts, gain practical insights and connect with peers across the collision-repair community.

 

View on the floorplan.

 

SEMA FutureTech Studio

 

The SEMA FutureTech Studio is a real-world reflection of today's advancements and opportunities available to aftermarket businesses.

 

Located in booth #24401, this featured exhibit brings together experts and cutting-edge technologies from across the mobility landscape, with innovations in alternative fuels, electric vehicle (EV) and powertrain development, advanced manufacturing and advanced vehicle safety systems.

 

View on the floorplan.

 

New Products Showcase

 

The New Products Showcase is the world's largest display of new automotive aftermarket products and remains one of the top destinations for buyers and media at the SEMA Show.

 

Featuring thousands of newly introduced products from across the industry, the Showcase offers attendees a firsthand look at the innovations shaping the future of the automotive aftermarket, returning to the Lower South Hall near the main registration.

 

View on the floorplan.

 

PRO Cup Challenge

 

Organized by the SEMA Professional Restylers Organization (PRO), the PRO Cup Challenge celebrates creativity, craftsmanship and innovation within the restyling industry while demonstrating the value of dealer-ready accessory packages.

 

Finalists are challenged to design an accessory package for a new-model vehicle that appeals to a broad audience while meeting real-world dealership requirements. Entries are evaluated on marketability, ease of reproduction, creativity and profitability, while attendees also have the opportunity to vote for their favorite build through the People's Choice Award.

 

Get the complete details.

 

View on the floorplan.

 

Global Tire Expo-Powered by TIA

 

Sponsored by the Tire Industry Association (TIA), the Global Tire Expo serves as a comprehensive showcase for the tire industry, featuring the latest products, technologies and services from leading manufacturers and suppliers. The exhibit attracts tire dealers, retailers, distributors and automotive professionals from around the world while providing valuable opportunities for networking and business development.

 

SEMA Industry Honors

 

One night. One stage. Celebrating the people and stories driving our industry forward––only at the 2026 SEMA Industry Honors in Las Vegas.

 

On Thursday, November 5, the 2026 SEMA Industry Honors takes over the BleauLive Theater at Fontainebleau Las Vegas for an unforgettable evening celebrating the people, companies and innovators driving the specialty-equipment industry forward. From SEMA Content Creator of the Year to SEMA Person of the Year and other prestigious honors, this is the industry's premier night of recognition.

 

Get the complete details.

 

Purchase tickets during the attendee registration process. Already registered? Add tickets to your badge through the Registration Resource Center. 

 

SEMA Show Kickoff Breakfast

 

A longstanding SEMA Show tradition, the Kickoff Breakfast brings together the aftermarket community before the Show officially opens. The event celebrates the innovators and entrepreneurs driving the industry forward and includes the presentation of the New Product Showcase Awards, Manufacturer of the Year and Channel Partner of the Year honors.

 

Set for Tuesday, November 3, at 7:00 a.m. local time, tickets are available for purchase during the attendee registration process. Already registered? Add tickets to your badge through the Registration Resource Center. 

 

SEMA Live

 

The SEMA Show opens its doors to a worldwide audience, for the third year in a row, via a livestream available on YouTube and Facebook. Throughout Show week, SEMA Live is set to feature 31 hours of up-close SEMA Show coverage across four days.

 

Attendees can see how it all comes together in person at the SEMA Live Studio in its Central Hall location, booth #20341.

 

View on the floorplan.

 

SEMA Gear

 

Visit any of the SEMA Gear locations throughout the Show floor to purchase the official branded apparel and merchandise for the SEMA Show. Hurry, as these limited edition and collector items can sell out quickly. Search "SEMA Gear" at SEMAShow.com/floorplan and on the SEMA Show app to see all locations available, or click below.

 

View on the floorplan.

 

Featured SEMA Show Artist Larry Chen

 

Photographer Larry Chen, pictured above, has spent two decades documenting the people, vehicles and moments that define automotive culture. As the Featured SEMA Show Artist, Chen's photography will be incorporated throughout the Show's visual identity, appearing in signage, marketing materials and special installations. Chen is the first photographer selected as Featured SEMA Show Artist and the fifth creative to receive the honor since the program's inception.
 

 

Art Walk

 

Get immersed in automotive lifestyle and culture at the SEMA Show Art Walk, where some of the industry's premier artists will showcase their latest creations and celebrate the creativity that drives car culture.

 

Keep an eye on SEMA News for additional updates, announcements and programs set for the 2026 SEMA Show.

 

The 2026 SEMA Show is set for November 3-6, in Las Vegas. Interested exhibitors can buy a booth and learn more at semashow.com/exhibitor. Attendee and buyer registration is now open online. For more information, visit semashow.com.  

 

SEMA Fest has been confirmed for Friday, November 6, and industry members will get the lowest rate on tickets through the registration portal and Attendee Resource Center. Sign up for updates at semafest.com.  

 

By SEMA News Editors

 

The SEMA Show, November 3-6 in Las Vegas, is packed with can't-miss activations and experiences, but one of the most valuable member benefits is tucked just off the Show floor behind a door marked N251.

 

The SEMA Member Lounge on the second level of North Hall serves as an exclusive retreat for SEMA members during the busiest week of the year.

 

While attendees navigate aisles, stand in line for lunch and coffee, and search for a quiet place to take a call, members have access to a dedicated space designed to help them recharge, reconnect and stay productive.

 

Inside Room N251 in North Hall, the SEMA Member Lounge

 

SEMA members have access to the Member Lounge, which offers a comfortable environment away from the activity of the Show floor. Whether you're meeting with customers, responding to emails between appointments or simply taking a break to recharge your devices, the lounge provides the space and amenities to keep your week running smoothly.

 

Member Lounge benefits include:

• Complimentary coffee.
• Internet and printer access.
• Device charging stations.
• Food available for purchase (little to no waiting in lines).
• Comfortable seating and workspace.
• Networking opportunities with fellow industry professionals.

 

For many members, the lounge becomes their unofficial headquarters during the SEMA Show, with a central location to regroup, refocus and prepare for the bustling Show floor.

 

A Better Place to Do Business

 

The lounge isn't just a place to recharge. It's also where business gets done.

 

SEMA members can reserve private meeting rooms within N251, providing a convenient setting for conversations with customers, suppliers, partners and colleagues without leaving the Show campus.

 

Meeting rooms accommodate up to 10 people and can be reserved in advance, making them a valuable resource for members looking to maximize every minute of their SEMA Show schedule (Keep in mind certain conditions, including but not limited to start and end times, exist).

 

Join Before You Arrive, or Sign Up at the Show

 

Each year, the Member Lounge generates plenty of curiosity from attendees who aren't members. What's behind the door? Why are people coming and going throughout the day? How do you gain access?

 

The answer is simple: SEMA Membership.

 

While the SEMA Show offers unmatched opportunities for networking, education and product discovery, SEMA Membership unlocks an additional level of convenience and connection through year-round benefits, plus SEMA Show perks with exclusive lounge access.

 

Members also gain access to industry-leading market research, advocacy efforts, business savings programs, councils and networks, and resources designed to help aftermarket companies grow and succeed.

 

If you're planning to attend the 2026 SEMA Show and want access to one of the event's best-kept secrets, now is the time to join.

 

Visit sema.org/join to become a SEMA member and unlock exclusive benefits before arriving in Las Vegas.

 

 

By SEMA News Editors

 

The SEMA Businesswomen's Network (SBN) has named Deja Mitchell, founder and CEO of Driving With Dej, as the network's newest #SheIsSEMA spotlight member.  

 

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

 

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

Deja Mitchell (DM): I have been in the automotive industry for about nine years, beginning my career as a receptionist in a service center while in college. 

 

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

DM: I am the founder of Driving With Dej [an accident and insurance education company]. While the business is still in its early stages, my journey in automotive has been ongoing for several years. What I enjoy most is the ability to turn confusion into clarity for customers. Every day, I get to bridge the gap between the technical side of the industry and the everyday consumer who often feels overwhelmed. That impact is what drives me. 

 

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

DM: One of the biggest challenges has been having to consistently prove my knowledge and authority in spaces where it's often questioned. There have been moments where I've had to speak up, stand firm and advocate not only for myself but for customers who weren’t being properly guided.  

 

A moment that has stayed with me was during my first job at a service center while I was in college. I witnessed a supervisor raise their voice at a customer, telling him he should already know what to do after his car was damaged. That didn't sit right with me. After the interaction, I remember saying to the supervisor, "Not everyone knows what to do; that's why they come to us." That moment stuck with me because it highlighted a gap in the industry: people are expected to understand a process they were never taught.  

 

Now, nearly nine years later, that experience has come full circle. It's the reason I do what I do today, helping drivers understand, feel confident and never feel dismissed in a moment when they need guidance the most. 

 

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

DM: Resilience, curiosity and leadership. Resilience has allowed me to keep going in an industry where challenges are constant and growth takes time. Curiosity pushed me to learn beyond my role, helping me understand the full scope of the automotive and collision space. Leadership has enabled me to step up, guide teams and now build something of my own. These qualities have helped me not only advance professionally but also build credibility and confidence in spaces where I'm often one of the few women. 

 

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

DM: The most challenging part is balancing growth with structure. As I build my brand and expand services, I’m constantly wearing multiple hats: operator, educator, strategist and problem solver. The "why" behind that challenge is important because I'm not just building a business; I'm building something that shifts how people experience the collision and repair process. That requires intentionality, patience and the ability to stay focused even when things aren’t fully built out yet. 

 

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

DM: I've been fortunate to connect with strong leaders and women through organizations like SEMA SBN, Women's Motor Fest and Women in Automotive. These individuals have provided insight, encouragement and real examples of what’s possible in this industry. Their stories have helped me see that there is space to grow, lead and innovate even when the path isn't clearly defined. 

 

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

DM: The best advice I've received is: "Don't wait until you feel ready; start where you are and figure it out as you go." This has helped me take action instead of overthinking. Professionally, it pushed me to step into leadership roles and start my business. Personally, it built my confidence and reminded me that growth comes from doing, not waiting. 

 

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

DM: Not always; once I got in during and after college, I realized how much impact I could have. What keeps me here is the opportunity to make a difference and help people understand their vehicles, repairs and options. There's a real need for transparency and education in this space, and I’m committed to being part of that change. 

 

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

DM: The most influential person has been myself––through my experiences, challenges and the decision to keep pushing forward. Every obstacle I've faced has shaped my direction and strengthened my purpose. While I've had support along the way, it's been my commitment to growth and impact that has truly defined my path. 

 

---

 

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 Ashley Reyes

 

Registration is now open for the September edition of the SEMA Wheel, Tire, Suspension & Brake Council (WTSBC) Coffee & Conversation, taking place Thursday, September 3, at 9:00 a.m. PDT on Zoom.

 

Join fellow industry professionals for an engaging, myth-busting discussion that separates fact from fiction in the wheel, tire, suspension and brake segments and explores how common misconceptions can shape customer perceptions, purchasing decisions and business success.

 

Led by John Rastetter of Tire Rack, Gary Ruede of Discount Tire Company and Todd Steen of Jackson Marketing Group, this interactive session will examine persistent myths surrounding topics such as tire pressure, load ratings, braking performance and other technical considerations. Participants will gain practical, customer-friendly talking points for sales conversations, employee training and educational outreach while discovering which assumptions deserve a second look.

 

Bring your own "myths" to the conversation! Through live polling and peer discussion, attendees will put common claims to the test, uncovering just how widespread these beliefs are and leaving with clear, actionable insights they can put to work immediately.

 

Register here.

 By SEMA News Editors

 

SEMA Show organizers know travel costs––whether it's from getting to the Show, navigating around Las Vegas or finding the ideal accommodations––can all add up quickly, which is why they've partnered with transportation providers and hotels to offer exclusive discounts for attendees heading to the 2026 SEMA Show, November 3-6, in Las Vegas.

 

With these deals from exclusive SEMA Show partners--detailed below--attendees can take advantage of airfare, transportation and housing savings while planning their trip to the industry's premier automotive aftermarket event.

 

Airline Discount Codes for 2026 SEMA Show Attendees

 

All codes are valid for travel dates October 27 through November 9, 2026.

 

Can't view the table? Scroll to the bottom of it for the text-only details.

AIRLINE	DISCOUNT	CODE	PHONE	WEBSITE
Alaska Airlines	7% off published fares	CMO943	800-445-4435 (fee applies to phone reservations)	Click here to visit alaskaair.com.
Delta Air Lines	3%, 5% or 8% discounts*	NY4K4	800-328-1111***	Click here to book on the Delta Air Lines website.
Southwest Airlines	Up to 10% off Choice Extra and Choice Preferred	Company ID: 90253240	N/A	Click here to book on the Southwest Airlines business website.
United Airlines	2%, 5% or 7% discounts*	ZS5W757550	800-426-1122**	Click here to book on the United website.

 

 

Alaska Airlines
7% off published fares 
October 27-November 9 
CMO943
800-445-4435 (fee applies to phone reservations)
alaskaair.com

 

Delta Air Lines
3%, 5% or 8% discounts*
October 27 - November 9
NY4K4
800-328-1111***
Click here to book on the Delta Air Lines website.

 

Southwest Airlines
Up to 10% off Choice Extra and Choice Preferred
October 31-November 9
Click here to book on the Southwest Airlines business website.

 

United Airlines
2%, 5% or 7% discounts*
October 27-November 9
ZS5W757550
800-426-1122**
Click here to book on the United website.

 

 

Las Vegas Monorail

 

The Las Vegas Monorail is an excellent way to get to the SEMA Show campus if your hotel is near a station. It conveniently tracks above Vegas traffic, making your commute time from any station no more than 10 minutes, and drops you off just outside of Central Hall at the Las Vegas Convention Center.

 

Monorail stations and their corresponding hotels include: MGM Grand, Horseshoe/Paris, Flamingo/Caesars Palace, Harrah's/The LINQ, Boingo (LVCC), Westgate and, lastly, Sahara.

 

Attendees enjoy exclusive Monorail discounts. Purchase tickets at tix.lvmonorail.com/SEMA26 for the best rates available. Paper tickets are also available (at full price) from ticket kiosks and customer service desks. Hours of operation begin every day at 7:00 a.m. and end at midnight on Monday, 2:00 a.m. Tuesday through Thursday, and 3:00 a.m. Friday through Sunday.

 

Monorail riders also enjoy discounts across Las Vegas on things like food, entertainment and shopping. Learn more at lvmonorail.com/discounts.

 

The Loop

 

The Las Vegas Loop is an underground transportation network that takes riders through various stations across the LVCC campus. This unique means of transportation saves you time and energy getting from one point to another, and it's free for the LVCC grounds.

 

Walking from one end of the LVCC to the other could take up to 30 min. and lots of energy. Take a look at the Loop map, and leverage the free rides whenever possible to get to your location so you spend more time where you want to be. It's a week-long marathon, so don't sprint.

 

The Loop also features stations at Westgate and Encore Las Vegas and recently added Resorts World Las Vegas to the growing list, making the Loop another transportation option to get to and from the LVCC. However, these routes are fee-based, so visit lvloop.com/tickets for going rates.

 

Hotels

 

Don't forget to book your hotel through the SEMA Show's official provider, onPeak, to secure the best rates, flexible booking options and rewards points. Skipping the official block could mean leaving money--and perks like MGM Collection with Marriott Bonvoy rewards points--on the table, so lock in your room early to make the most of your 2026 SEMA Show experience. Book here or click the button below:

 

The 2026 SEMA Show is set for November 3-6, in Las Vegas. Interested exhibitors can buy a booth and learn more at semashow.com/exhibitor. Attendee and buyer registration is now open online. For more information, visit semashow.com. SEMA Fest has been confirmed for Friday, November 6, and industry members will get the lowest rate on tickets through the registration portal and Attendee Resource Center. Sign up for updates at semafest.com. 

 

*Depending on fare class, applicable in most regions.
 

**United Airlines' Meetings Reservation Desk from 7:00 a.m.-8:00 p.m. CDT, Monday–Friday (closed for major U.S. holidays) at 800-426-1122 for booking assistance. Booking fees are waived for United Meetings reservations. International customers may contact their local United Reservation Desk.
 

***You may also call Delta Meeting Network at 800-328-1111, Monday–Friday, 8:00 a.m.–6:30 p.m. (EDT) and refer to Meeting Event Code NY4K4. Please note there is no service fee for reservations booked and ticketed via the Delta Airlines' reservation 800 number.

 

---

 

The 2026 SEMA Show is set for November 3-6, in Las Vegas. Interested exhibitors can buy a booth and learn more at semashow.com/exhibitor. Attendee and buyer registration is now open online. For more information, visit semashow.com.

 

SEMA Fest has been confirmed for Friday, November 6, and industry members will get the lowest rate on tickets through the registration portal and Attendee Resource Center. Sign up for updates at semafest.com.   

 

By Ashley Reyes

 

SEMA is accepting nominations for its 2026 Channel Partner of the Year Award, which honors an industry channel partner that has made outstanding contributions to the specialty-equipment industry. Nominations are open now at www.sema.org/awards.

 

Channel partners are essential to the industry's ability to move products efficiently from manufacturers to retailers, wholesalers and consumers. Through distribution, logistics, inventory management, sales support, digital commerce and customer service, they help brands expand their reach and strengthen the marketplace.

 

"Channel partners do more than just move products through the supply chain; they help brands grow, support customers and strengthen the industry through service and strategic collaboration," said SEMA Manager of Recognition Programs Joe Escobar. "We encourage members to nominate an outstanding Industry Channel Partner whose work deserves industrywide recognition."

 

To be considered, the nominee's achievements must fall within the date range of July 1, 2025 through June 30, 2026.

 

Criteria for a SEMA Channel Partner of the Year Award nomination include, but are not limited to:

• SEMA Involvement (i.e., member, ambassador, participation on committees, task forces, councils, board, etc.). 
• 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. 

 

For the full award criteria, click here.  

 

SEMA is also accepting nominations for other industry awards, including Content Creator of the Year, Manufacturer of the Year, Person of the Year, and the Visionary 8.

 

2026 SEMA Show to Celebrate the Industry's Best

 

The SEMA Show festivities shift into gear on Tuesday, November 3, with the Kickoff Breakfast, where 15 products will be recognized with New Product Awards alongside top honors for Channel Partner of the Year and Manufacturer of the Year.

 

On Thursday, November 5, 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 during the SEMA Industry Honors, celebrated 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 and Person of the Year. 

 

Entries for Best Engineered Vehicle of the Year––a SEMA Industry Award that recognizes exceptional quality of engineering on a vehicle build––will open in August. Learn more at www.sema.org/awards. 

By SEMA News Editors

 

AMSOIL

Reformulated Signature Series 100% Synthetic Motor Oil

 

AMSOIL has launched a new formulation for its Signature Series Synthetic Motor Oil. Formulated with premium base oils and a precision-engineered additive system, it helps control wear and maintains viscosity even in extreme heat, pressure and cold-start operating conditions and delivers double the protection against volatility, helping reduce oil consumption, minimizing top-offs and keeping engines cleaner over time, according to the manufacturer. AMSOIL Signature Series Synthetic Motor Oil is available in eight viscosities.

amsoil.com

 

 

DeatschWerks

Universal Import Injector Kits

 

The Universal Import Injector Kits simplify fueling upgrades for popular 4- and 6-cylinder applications like the Honda K series, Toyota JZ and Nissan RB engines with one complete, flow-matched solution, according to the manufacturer. Available from 550cc to 2400cc, each kit includes the adapters, seals and connectors needed for straightforward installation.

deatschwerks.com

 

 

CRUSH!

CRUSH! Scented Floor Mats

 

CRUSH!, a new consumer lifestyle brand, officially launched with a floor mat you crush to release fragrance. Available in six shapes and scents, CRUSH! mats are 17-in. x 22-in. in size and live on the floor of your car (passenger side only!) and release scent on contact every time they’re stepped on or crushed.

crushandsniff.com

 

 

Milwaukee Tool

Jobsite Lunch Warmer

 

Milwaukee Tool has expanded its jobsite solutions with the introduction of the M18 Jobsite Lunch Warmer, a personal, cordless, heating solution for jobsite meals. Part of the M18 system, the lunch warmer can heat up to two meals on a single M18 REDLITHIUM XC5.0 battery, while custom foam insulation keeps meals warm for up to 30 minutes after heating. This solution includes two 4.75-cup stainless steel containers with leakproof lids to secure contents during transport; both the container and lid are dishwasher safe.

milwaukeetool.com