By SEMA News Editors

Limited spots remain for October's SEMA Garage Diamond Bar AUTEL ADAS trainings, with an exclusive third day available.

As demand for advanced driver assistance system (ADAS) expertise continues to rise, SEMA Garage is once again partnering with AUTEL to deliver hands-on, in-depth training designed to keep repair professionals ahead of rapidly evolving vehicle technology. These highly sought-after sessions focus on ADAS fundamentals, calibration techniques and proper reporting practices--skills that are becoming increasingly critical as more ADAS-equipped vehicles enter the market.

The next opportunity to participate in this training takes place at SEMA Garage Diamond Bar, where space is limited and registration is filling quickly. SEMA Garage Diamond Bar will host its next AUTEL ADAS training session on Tuesday, October 13, and Wednesday, October 14, with an optional expanded third day of training on Thursday, October 15, at the facility located at 1577 Valley Vista Dr., Diamond Bar, CA 91765. (View on Google Maps). 

For attendees looking to take their training even further, SEMA Garage now offers an exclusive expanded third day of instruction. The optional Day 3 on October 14 builds on the two-day curriculum by applying diagnostics, decision-making and liability awareness to real-world ADAS calibration scenarios. Rather than standalone lectures, participants work through hands-on exercises designed to reinforce confidence and accuracy in the field. To participate, select the "3-Day" option when registering on the Autel website. Note: The "Day 3" option requires an additional fee. 

How to Reserve Your Spot 

👉 Reserve your spot now at the Autel Academy website by: 

• Visiting autel.us/autel-academy.
• Select ADAS TRAINING.
• Navigate to the "California" tab, and click REGISTER.

Previous SEMA Garage AUTEL training sessions sold out quickly, and organizers encourage early registration, especially for the limited-capacity Diamond Bar event.

Want more details? Read a recap article here, or reach out to Autel via email to academy@autel.com or visit autel.us/autel-academy for details.

By Ashley Reyes

As excitement ramps up for the 2026 SEMA Show, November 3-6, in Las Vegas, builders have a prime opportunity to showcase their engineering skills on the aftermarket's biggest stage.

Award entries are open now for the 2026 SEMA Best Engineered Vehicle of the Year Award through Wednesday, October 28. Submit your entry here.  

Now in its fourth year, the award honors a featured vehicle at the 2026 SEMA Show 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. 

The 2025 SEMA Best Engineered Vehicle of the Year Award went to Kyle Kuhnhausen from Kuhnhausen Metal Concepts for his '66 Chevrolet Corvette (nicknamed Serious 66) that exemplifies innovation, integration and engineering-first thinking.

One Month Left to Enter: Spotlight Your Engineering Excellence

To be considered for the award, builders must upload a photo, video and description of the build's engineering content, as well as the location of the displayed vehicle at the SEMA Show. Entries are being accepted until Wednesday, October 28, at this link.

The award winner will be announced at the 2026 SEMA Show on Thursday, November 5, in SEMA Central. 

To read more about Kuhnhausen's '66 Corvette, go here.

By SEMA News Editors

F=ma, based in Irvine, California, has announced that filmmaker, creative executive, Gymkhana Film Director and Hoonigan co-founder Brian Scotto and his production company, 321 Action Action, have joined the company. The move expands F=ma's production capabilities for original content, branded entertainment and long-form storytelling for automotive and motorsports audiences, according to F=ma.

321 Action Action will continue operating under its own brand while serving as F=ma's creative production studio, supporting projects across RACER, GRIDLIFE, The ID Agency and commercial partners. Scotto also joins the F=ma Executive Team while remaining CEO and Chief Creative Officer of 321 Action Action.

"For decades Brian has been one of the defining creative forces behind modern automotive culture," said James Schiefer, CEO of F=ma. "He has an unmatched ability to recognize where culture is headed, build authentic communities around it and tell stories that resonate far beyond traditional motorsports audiences. Bringing Brian and 321 into the F=ma family allows us to pair the industry's strongest media, events and marketing platform with one of its most respected creative storytellers."

Scotto founded 321 Action Action after his tenure as co-founder and Chief Creative Officer of Hoonigan Industries. The company develops films, branded entertainment, documentaries and original series focused on automotive culture. According to the company, 321 Action Action earned three Gold and two Silver Telly Awards for its work in the past year, while Scotto's work has generated more than 1 billion views. The company will continue serving existing clients while taking on projects across F=ma's portfolio.

"Car culture is once again merging with mainstream pop culture," said Scotto. "Motorsport, automotive tuning, vintage cars are all now intertwined with fashion, music and have even become a device that other non-endemic brands use as a part of their visual identity.

"This recent shift opens up a vastly larger opportunity for storytelling in our space. YouTube provided an amazing home and proving ground for many creators and unknown talent, but automotive enthusiasts are ready for larger-scale documentaries, premium television shows, feature films and experiences that celebrate this culture in authentic ways. F=ma gives us the infrastructure, talent and distribution to create those stories while helping partners, brands and media platforms connect with enthusiasts through entertainment first."

Scotto has more than two decades of experience in automotive media. Before co-founding Hoonigan with Ken Block, he served as editor-in-chief of several enthusiast publications and later launched 0–60 Magazine. As co-creator and producer of the Gymkhana franchise, Scotto helped develop the series' production and storytelling approach. His work has received Emmy recognition, One Show Gold Pencil honors and Telly Awards, according to the company.

Within F=ma, 321 Action Action will develop original intellectual property, branded content, creator-led programming, documentaries, television projects and cinematic productions while supporting projects across RACER and the broader F=ma portfolio.

For more information, visit fmagroup.llc.

By SEMA News Editors

The Wheel Group (TWG) based in Ontario, California, has added automotive wheel industry veteran Patrick Fitzgerald to its National Accounts team.

Fitzgerald brings more than two decades of automotive industry experience to TWG, including senior sales leadership roles with Custom Wheel House and Method Race Wheels. His background includes extensive experience in the performance wheel market, working with enthusiast brands and dealers.

"Great products get you in the door, but great programs and great relationships are what keep you there," said Fitzgerald. "I've spent my career around wheels and the people who are passionate about them, so TWG is a natural fit. There are a lot of opportunities here, and I'm excited to help our customers find solutions that grow their business while giving enthusiasts more of the products they want."

"Great products get you in the door, but great programs and great relationships are what keep you there," said Fitzgerald. "I've spent my career around wheels and the people who are passionate about them, so TWG is a natural fit. There are a lot of opportunities here, and I'm excited to help our customers find solutions that grow their business while giving enthusiasts more of the products they want.”

In his new role, Fitzgerald will focus on national account relationships and strategic programs for TWG's brands and products.

"Patrick knows wheels, and he knows the enthusiast," said Wade Kawasaki, CEO of The Wheel Group. "He's spent years working in a highly competitive part of our industry and understands how to turn product into programs that dealers can actually sell. We're excited to have him on the team."

Fitzgerald joins TWG as the company expands its portfolio of wheel, tire, accessory and off-road brands.

For more information, visit thewheelgroup.com.

By SEMA News Editors

The 2026 SEMA Fest lineup is revving up for a high-energy finale to SEMA Week, with drifting demonstrations, exotic and hypercar displays, motorsports attractions and live music taking over the SEMA Show campus on Friday, November 6. Tickets are available at semafest.com.

The public event will put automotive and motorsports action front and center, giving enthusiasts a chance to experience the excitement of SEMA Week beyond the trade-show floor. Among the featured attractions are OPTIMA drifting demonstrations, the high-intensity Globe of Death and a curated collection of rare supercars and hypercars from Supercar Saturdays Florida.

The automotive action builds throughout the day. SEMA Fest follows the SEMA Show, where attendees can see thousands of custom vehicles and explore the latest products and technology from more than 2,000 exhibiting brands and vendors. The action then moves outdoors for the SEMA Cruise and motorsports demonstrations before continuing into the evening at SEMA Fest.

Motorsports and Featured Vehicles

OPTIMA will bring drifting demonstrations to SEMA Fest, showcasing the precision, speed and car-control skills that have made drifting a popular part of the automotive enthusiast scene.

The Globe of Death will add another dose of spectacle, with riders navigating a spherical steel structure at high speed.

Supercar Saturdays Florida will also return to SEMA Fest after making its debut last year. The organization will showcase a selection of rare hypercars and exotic vehicles, adding some of the world's most exclusive performance cars to the event's collection of featured vehicles.

Together, the demonstrations and vehicle displays will give enthusiasts an up-close look at different sides of automotive performance and car culture.

Live Music Closes Out SEMA Week

The automotive attractions will be joined by a four-act music lineup headlined by multi-platinum punk-rock band The Offspring.

The Southern California group will bring its catalog of hits, including "Self Esteem," "Come Out and Play," "The Kids Aren't Alright" and "Pretty Fly (For a White Guy)," to the SEMA Fest stage.

Jimmy Eat World will add its alternative-rock sound to the lineup, while 311 will bring its mix of rock, reggae, funk and hip-hop influences. California rock band The Alive rounds out the bill.

"SEMA Fest represents where our industry is headed, at the crossroads of innovation, lifestyle and cultural relevance," said Tom Gattuso, SEMA vice president of events. "By bringing together the world's premier automotive gathering with iconic music, immersive automotive experiences and enthusiast access, we are creating a powerful platform that expands the reach of car culture, strengthens engagement with new audiences and sends SEMA Week out on a high-energy, high-impact note."

SEMA Fest serves as the public-facing finale of SEMA Week, extending the SEMA Show experience into an evening celebration of automotive culture, motorsports and music.

Tickets are available at semafest.com, including general admission, VIP concert access and combination tickets that provide access to both SEMA Fest and Friday public access to the SEMA Show.

For more information about the SEMA Show and SEMA Week, visit SEMAShow.com.

By SEMA News Editors

The RAYS Driving Experience will make its SEMA Show debut, alongside other brand activations, in the Silver Lot at the Las Vegas Convention Center, November 3-6, 2026.

Wheel manufacturer RAYS will make its first-ever official brand display at the 2026 SEMA Show, November 3-6 in Las Vegas, taking over the Silver Lot and bringing the complete VOLK RACING wheel lineup to the world's largest gathering of automotive aftermarket professionals.

The RAYS display at the SEMA Show will feature an extensive showcase of current and new wheels, exclusive collector merchandise never before available to the public, and a special experiential track designed to bring the performance of RAYS wheels to life. Invited guests, media, industry partners and enthusiasts will have the opportunity to experience firsthand the performance benefits of vehicles equipped with RAYS wheels through the exclusive RAYS Driving Experience.

RAYS' takeover of the Silver Lot at the 2026 SEMA Show, which will help celebrate the 30th anniversary of its RAYS VOLK RACING TE37 wheel, will allow select industry members participate in the RAYS Driving Experience pictured here.

The announcement comes as RAYS celebrates the 30th anniversary of its RAYS VOLK RACING TE37 wheel and will release a 2026 TE37 30th Anniversary Series––a tribute to the classic design that has inspired generations of drivers and automotive enthusiasts around the world.

Since its debut in Japan in 1996, the RAYS VOLK RACING TE37 has become a global benchmark for lightweight forged wheel performance and an enduring icon of modern car culture, the company stated. Developed through RAYS advanced forging technology, the TE37 has earned a reputation for strength, performance and unmistakable design, according to the company.

More About RAYS Wheels

Founded in Japan in 1973, RAYS Wheels is a manufacturer of forged and cast aluminum wheels for racing, performance street, OEM and aftermarket applications. Drawing on decades of motorsports experience, RAYS develops lightweight, high-strength wheels for racing, performance street, OEM, and aftermarket applications. Its portfolio includes internationally recognized brands such as VOLK RACING and gramLIGHTS.

Learn more about RAYS Wheels.

Register 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, the Registration Resource Center or the 2026 SEMA Show floorplan. 

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 RAYS Driving Experience will make its SEMA Show debut, alongside other brand activations, in the Silver Lot at the Las Vegas Convention Center, November 3-6, 2026.

Wheel manufacturer RAYS will make its first-ever official brand display at the 2026 SEMA Show, November 3-6 in Las Vegas, taking over the Silver Lot and bringing the complete VOLK RACING wheel lineup to the world's largest gathering of automotive aftermarket professionals.

The RAYS display at the SEMA Show will feature an extensive showcase of current and new wheels, exclusive collector merchandise never before available to the public, and a special experiential track designed to bring the performance of RAYS wheels to life. Invited guests, media, industry partners and enthusiasts will have the opportunity to experience firsthand the performance benefits of vehicles equipped with RAYS wheels through the exclusive RAYS Driving Experience.

RAYS' takeover of the Silver Lot at the 2026 SEMA Show, which will help celebrate the 30th anniversary of its RAYS VOLK RACING TE37 wheel, will allow select industry members participate in the RAYS Driving Experience pictured here.

The announcement comes as RAYS celebrates the 30th anniversary of its RAYS VOLK RACING TE37 wheel and will release a 2026 TE37 30th Anniversary Series––a tribute to the classic design that has inspired generations of drivers and automotive enthusiasts around the world.

Since its debut in Japan in 1996, the RAYS VOLK RACING TE37 has become a global benchmark for lightweight forged wheel performance and an enduring icon of modern car culture, the company stated. Developed through RAYS advanced forging technology, the TE37 has earned a reputation for strength, performance and unmistakable design, according to the company.

More About RAYS Wheels

Founded in Japan in 1973, RAYS Wheels is a manufacturer of forged and cast aluminum wheels for racing, performance street, OEM and aftermarket applications. Drawing on decades of motorsports experience, RAYS develops lightweight, high-strength wheels for racing, performance street, OEM, and aftermarket applications. Its portfolio includes internationally recognized brands such as VOLK RACING and gramLIGHTS.

Learn more about RAYS Wheels.

Register 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, the Registration Resource Center or the 2026 SEMA Show floorplan. 

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 Wheel, Tire, Suspension and Brake Council (WTSBC) members have limited time left to register for the WTSBC Virtual General Membership Meeting, taking place Tuesday, September 29 at 11:00 a.m. PDT/2:00 p.m. EDT on Zoom.

WTSBC Virtual Membership Meetings provide a valuable opportunity to hear directly from council leadership, learn about the council's key priorities and initiatives and discover ways to get more involved as a member. Attendees will learn about upcoming networking events, educational opportunities and resources tailored to the undercar aftermarket community. This meeting also includes a preview of WTSBC events planned for the 2026 SEMA Show, enabling members to get a head start on planning for a productive week in Las Vegas in November.

WTSBC membership is open to manufacturers, importers, distributors and dealers, and service providers who serve the aftermarket under chassis industry. If this sounds like you, don't miss your chance to grow your business by getting involved and joining the meeting.

Save your spot here or click below.

By SEMA News Editors

The Student Program Networking Breakfast returns to the 2026 SEMA Show––November 3-6 in Las Vegas––offering exhibiting companies a free yet valuable opportunity to connect with hundreds of passionate students eager to launch their automotive careers. 

The Student Program Networking Breakfast will take place Thursday, November 5, from 8:00 a.m.–9:30 a.m. PT in the Las Vegas Convention Center West Hall Room W326.

Top reasons for exhibitors to participate in the SEMA Student Program Networking Breakfast:  

• Gain early access to emerging talent and build your talent pipeline.
• Expose your brand to hundreds of students pursuing automotive careers. 
• Share industry knowledge with the next generation of industry talent. 
• Boost your reputation as a company invested in the industry's future.

Participation is free; the event simply requires 90 minutes from a company representative. No set-up time or marketing materials are required.

Help SEMA beat its goal: The 2025 SEMA Show featured record participation from 67 exhibiting companies and SEMA wants to beat that record in 2026. Register now and be part of a memorable SEMA Show experience for the future generation of professionals!

Reserve your table. 

Know a Student or Faculty Member? Share This With Them

Registration is currently open for college students and faculty members to attend the SEMA Show Student Program:

• Faculty members can submit a group registration online.
• Students over the age of 21 attending by themselves can also apply online.

The 2026 Student Program Networking Breakfast is sponsored by Carlyle Tool. 

Questions can be directed to Joe Escobar, SEMA manager of recognition programs, at josee@sema.org.

By SEMA News Editors

Every booth conversation at the 2026 SEMA Show has the potential to become a real business opportunity––but only if you have a way to capture and follow up on it. Maritz Xpress Leads helps exhibitors quickly collect attendee information, organize contacts and give their sales team a head start on post-show connections after the SEMA Show, November 3-6, in Las Vegas.

Capture Leads at the SEMA Show With Xpress Leads

Instead of manually writing down contact information, exhibitors can use Maritz Xpress Leads to scan attendee badges and capture lead information in seconds.

The tool also allows teams to review leads at the end of each day, helping them stay organized and prepared for follow-up after the Show.

Learn more about and sign up for Maritz Xpress Leads.

More Exhibitor Resources

Additional resources offer practical tips for planning and maximizing a company's SEMA Show investment:

• Have a Plan for the 2026 SEMA Show: Essential Resources for Exhibitors
• Maximize Your Marketing ROI at the 2026 SEMA Show
• Resources to Help Exhibitors Save Money on Their 2026 SEMA Show Investment

Questions about exhibiting? SEMA Show management is here to help at 909-396-0289 and semashow@sema.org.