By Ashley Reyes

 

The SEMA Hot Rod Industry Alliance (HRIA) Education Days Program returns next week to the NSRA Street Rod Nationals in Louisville, Kentucky, giving visitors the opportunity to learn directly from top manufacturers in the hot-rod market.

 

The program kicks off with an HRIA Open Meeting and Networking Event on Wednesday, August 5. The seminars start on Thursday, August 6, and run through Saturday, August 7, giving hot-rod builders, professionals and enthusiasts the chance to learn about product selection and installation, as well as best practices for building a hot rod. The open meeting and seminars will both take place in Room B102.

 

All 10 sessions are free to NSRA Street Rod Nationals attendees. Registration is not required.

 

Seminar Schedule

 

Thursday, August 6  

9:15 a.m.–10:15 a.m., Flaming River "Steering Systems for Custom Builds: Parts, Setup and Performance" 

10:30 a.m.–11:30 a.m., Vintage Air "Performance A/C Systems: Components, Installation and Avoiding Common Mistakes"

11:45 a.m.–12:45 p.m., Classic Instruments "Choosing and Installing Automotive Gauges for Reliable Performance" 

1:00 p.m.–2:00 p.m., Holley (Carburetors) "Carburetor Tuning: Maximizing Performance and Reliability" 

2:15 p.m.–3:15 p.m., Advanced Plating "Plating Done Right: Materials, Fit and What to Expect"

 

Friday, August 7 

9:15 a.m.–10:15 a.m., Painless Performance "Automotive Wiring Essentials: Relays, Protection and Practical Tips"

10:30 a.m.–11:30 a.m., Holley Sniper "Fuel-Injection Basics: Sniper 2 System Overview and Setup"

11:45 a.m.–12:45 p.m., BluePrint Engines "Inside Engine Manufacturing: From Design to Dyno"

1:00 p.m.–2:00 p.m., Borgeson Universal "Connecting Your Steering System: Design, Selection and Safe Installation"

2:15 p.m.–3:15 p.m., IDIDIT "Steering Columns Explained: Options, Fit and Function"

 

Don't miss your chance to grow your hot rod knowledge and learn from the best in business. Join HRIA Education Days or learn more at sema.org/hria-education-days.

By Ashley Reyes

 

Do you know a SEMA Council or Network member whose leadership, service and impact deserve recognition? Nominate them today for the Council and Network Awards at www.sema.org/cn-awards.

 

Nominations are now open to recognize businesses and individuals who have made exceptional contributions to their markets and professional communities during the past year.

 

Some of the industry's most meaningful contributions happen behind the scenes. The SEMA Council and Network Awards program recognizes members who advance their markets and professional communities without expecting the spotlight. If you know a council or network member who has pushed the boundaries of innovation in their market segment, built a successful business, mentored future leaders or gave back through service and volunteerism, this is your chance to thank them for their contributions.  

 

Nominate Today

 

SEMA Council or Network Award nominees must be active members of the council or network for which the award is being presented. Strong nominations include detailed stories and examples that demonstrate how the nominee meets the award criteria and how their contributions support the Council or Network's mission.

 

Award recipients will be recognized during each group's events at the 2026 SEMA Show, taking place November 3-6 in Las Vegas.

 

Know a council or network member who deserves to be recognized? Nominate today.  

By Ashley Reyes

 

The Truck & Off-Road Alliance (TORA) Feature Vehicle Showcase at the 2026 SEMA Show will feature ten standout builds, giving automotive aftermarket buyers, media and industry professionals an opportunity to discover the latest trends driving today's truck and off-road market––all in one convenient location.  

 

Applications are open now for builders to be a part of the Showcase at sema.org/tora-feature-vehicles.

 

Located on the outside walkway between North and West Halls of the Las Vegas Convention Center––known as the TORA Feature Vehicle Trail––the Showcase offers builders an opportunity to put their skills, build and brand in front of a global audience. Highlighting everything from lifted and lowered trucks and side-by-sides to overland-ready, electric vehicles/hybrid and CUV/crossover vehicles, the Showcase will reflect the full spectrum of trends defining today's truck and off-road landscape.

 

"The TORA Feature Vehicle Showcase is where truck and off-road innovation, creativity and products converge," said TORA Council Director Denise Waddingham. "Builders are encouraged to apply to put their hard work and ingenuity on display."  

 

Gain Recognition at the SEMA Show and Beyond

 

The 10 TORA Feature Vehicles selected for the Showcase will be in the running to win the TORA Feature Vehicle Best in Show award voted on by SEMA Showgoers. The winner will be announced and recognized at the TORA Reception on Wednesday of the SEMA Show. All participating vehicles will also be featured in SEMA's digital publications and social media leading up to, during, and after the SEMA Show. 

 

The cost to participate in the Showcase is $1,500, with $500 of that amount benefiting SEMA Cares. Apply here.

 

Contact Denise Waddingham at deniselw@sema.org with any questions.

 

By Ashley Reyes

 

Manufacturer registration is open for the SEMA Motorsports Products & Media Council (MPMC) Media Trade Conference, taking place February 2-4, 2027, in Orlando, Florida, at mediatradeconference.com.

 

The media landscape has evolved during the past decade, and so have the ways that brands interact with and reach their customers. While established editors and legacy publications remain an important part of the content mix, today's buying decisions are heavily shaped by digital creators, podcasters and niche content platforms. To stay relevant and competitive, manufacturers need to engage both traditional media and emerging content channels.

 

The MPMC Media Trade Conference gives motorsports manufacturers the opportunity to participate in up to 42 face-to-face, half-hour meetings with journalists, editors, podcasters and content creators who can help share their company news and products with the right audiences. Held in private suites, the pre-scheduled meetings are tailored to connect brands with media that best align with their products, audience and business focus.

 

Manufacturer registration for the Media Trade Conference is open to MPMC, Truck & Off-Road Alliance (TORA) and Performance Racing Industry (PRI) business members. Manufacturers can save money by registering before the September 8 early-bird pricing deadline. Media registration will open in October. 

 

To learn more or register, visit mediatradeconference.com. 

 

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.

 

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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. 

 

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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.