By Ashley Reyes

 

The SEMA Automotive Restoration Market Organization (ARMO) has introduced a new Product Spotlight program highlighting innovative products from its member companies that support the restoration market.
 

The latest spotlight features an offering from Auto Metal Direct (AMD): The Ultimate OE-Correct Old Body Style (OBS) Grille Shell engineered for Chevrolet C/K trucks and SUVs.
 

Learn more about the product in the following SEMA News interview with Auto Metal Direct marketing director Jason Chandler.
 

SEMA News: What is the story behind the product?  

Jason Chandler: The OBS Chevrolet and GMC trucks--including the legendary Silverado and Sierra, as well as the C1500, C2500, C3500, K1500, K2500 and K3500--have become some of the most desirable classic trucks on the road today.
 

Built on GM's GMT-400 platform, these trucks and SUVs combine classic styling with modern drivability, making them ideal for restorations, restomods and daily drivers alike.
 

One of the most defining visual elements of any '94–'98 OBS Chevy truck is the front grille shell. Unfortunately, it's also one of the most commonly incorrect parts in the aftermarket.
 

That's where Auto Metal Direct (AMD) steps in.
 

AMD is proud to introduce the most accurate OE-correct grille shell ever produced for late-model OBS Chevrolet C/K pickup trucks, Suburban and Tahoe models--engineered to restore the exact factory look GM intended.

 

SN: What inspired the product's creation?

JC: Many reproduction grilles on the market attempt to fit Silverado, C1500, K1500 and Tahoe applications but fall short in key areas. Common issues include incorrect grain texture, wrong chrome/gray color separation, poor mounting alignment and add-on bowtie surrounds instead of molded designs.

 

SN: What makes this product stand out compared to others in the market?

JC: AMD's Premium Grille Shell--Chrome/Gray--Dual Headlight is a GM Licensed reproduction designed to replace GM OE PN 15981106. It is the only aftermarket grille shell built exactly like the factory original, including the fully integrated bowtie surround molded directly into the shell.
 

This grille is not a multi-piece workaround. It mirrors how GM originally produced the grille for Silverado-equipped C/K trucks and SUVs, delivering superior fit, finish and authenticity.

 

SN: Is there anything else you want to share about your product?

JC: Whether you're restoring a factory-correct '96 Silverado C1500, refreshing a daily-driven K1500 or updating the front end on a Tahoe or Suburban, the grille defines the entire look of the truck.
 

AMD's grille shell delivers the correct OBS chrome/gray color break; factory-style grain and texture; OEM-accurate mounting points, proper spacing for headlights, markers and emblems; and durable ABS construction for long-term use. This grille doesn't just bolt on--it looks right, even next to original GM parts.
 

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Fill out an ARMO-member spotlight form to highlight how your company, employees, or products benefit the specialty-equipment industry. Selected candidates will be featured on ARMO's social media, SEMA News and future ARMO-member updates. 

By Ashley Reyes

 

Members have limited time left to register for the SEMA Businesswomen's Network (SBN) webinar, "AI in Action – Session Two: Practical Applications, Risks and Opportunities," on Tuesday, April 4, 2026, at 12:00 p.m. PDT/3:00 p.m. EDT.
 

Building on the foundational AI concepts introduced in session one (watch the recording), session two will help automotive aftermarket professionals understand the ethical, legal, and workplace considerations surrounding artificial intelligence.
 

During session two, attendees will gain an advanced understanding of AI and real-world applications for marketing, customer service, manufacturing efficiency, and compliance. Through an expert-led panel discussion, attendees will learn about: 
 

• Ethical, legal and compliance considerations for aftermarket businesses using AI.
• Workplace dos and don'ts for handling sensitive data (e.g., customer payment information, warranty claims and design files.)
• Advanced AI use cases across industries and company sizes.
• How AI supports productivity, creativity and collaboration without replacing jobs.
• Strategies for cautious but confident AI adoption in the aftermarket.

Moderated by Kelleigh Shankel, technology and operations executive and founder at Limelight Logic, the session will feature panelists Annette Bauer, founder and creative director at Annette Bauer Creative; Gwen Hawver, CEO at Vision Interface; Lauren McCullough, founder and CEO at Tromml; and Amanda Van Den Elzen, founder at Racer on Demand, LLC.
 

As AI becomes more common across the automotive aftermarket, this session will provide businesses with the tools needed to adopt AI responsibly and stay ahead of the curve.
 

Register here.
 

This webinar is supported by the SEMA Emerging Trends & Technology Network (ETTN), Future Leaders Network (FLN), Truck & Off-Road Alliance (TORA) and Wheel, Tire, Suspension & Brake Council (WTSBC).

From the SEMA Washington, D.C., office

 

Kansas is on the verge of a major win for grassroots racing, but now SEMA and PRI need your help to get this right-to-race bill across the finish line.
 

The Kansas Motorsports Venue Protection Act (HB 2416) has cleared the Kansas Legislature and is now awaiting Governor Laura Kelly's signature.
 

The bill, which is sponsored by State Rep. Leo Delperdang, would protect long-standing race tracks from nuisance-based lawsuits when the facility was established before newer surrounding neighborhoods and continues operating lawfully. SEMA and PRI have supported HB 2416 throughout the legislative process alongside Kansas track operators, advocates and racing enthusiasts.
 

Send Governor Kelly a letter supporting HB 2416.

 

In Kansas, racing is more than a weekend pastime. Motorsports activity in the state generates more than $743 million in annual economic output, supports nearly 5,700 jobs and contributes more than $77 million in state and local taxes every year. From 81 Speedway and Humboldt Speedway to Kansas International Dragway and more, these facilities support local businesses, bring fans into communities and preserve the culture of racing across the state.
 

For more information, contact SEMA and PRI Senior Manager for State Government Affairs Victor Muñoz at victorm@sema.org.

 

Image Courtesy of World Racing Group | American Sprint Car Series

From the SEMA Washington, D.C., office

 

Kansas is on the verge of a major win for grassroots racing, but now SEMA and PRI need your help to get this right-to-race bill across the finish line.
 

The Kansas Motorsports Venue Protection Act (HB 2416) has cleared the Kansas Legislature and is now awaiting Governor Laura Kelly's signature.
 

The bill, which is sponsored by State Rep. Leo Delperdang, would protect long-standing race tracks from nuisance-based lawsuits when the facility was established before newer surrounding neighborhoods and continues operating lawfully. SEMA and PRI have supported HB 2416 throughout the legislative process alongside Kansas track operators, advocates and racing enthusiasts.
 

Send Governor Kelly a letter supporting HB 2416.

 

In Kansas, racing is more than a weekend pastime. Motorsports activity in the state generates more than $743 million in annual economic output, supports nearly 5,700 jobs and contributes more than $77 million in state and local taxes every year. From 81 Speedway and Humboldt Speedway to Kansas International Dragway and more, these facilities support local businesses, bring fans into communities and preserve the culture of racing across the state.
 

For more information, contact SEMA and PRI Senior Manager for State Government Affairs Victor Muñoz at victorm@sema.org.

 

Image Courtesy of World Racing Group | American Sprint Car Series

By SEMA News Editors

 

The organization's renewed mission will be led by a new leadership team and supported through updated membership levels for industry stakeholders. 

 

The Off-Road Business Association (ORBA) has announced its relaunch following its acquisition by SEMA with an expanded advocacy strategy, enhanced research capabilities and a renewed commitment to coalition-based action to protect the future of the off-road industry and enthusiast community.
 

With a focus on powersports and dirt bikes, as well as trucks and SUVs, ORBA's core mission--to serve as the off-road business community's leading advocate on issues affecting access, recreation, and responsible land use--remains unchanged. What is new is a more rigorous, data-driven approach that includes regional economic impact reports, consumer research and deeper collaboration across the outdoor recreation ecosystem.
 

"No single organization can achieve our advocacy goals alone," said ORBA leadership. "The future of off-road access depends on strong coalitions, shared expertise, and coordinated action. We are always stronger together. Thank you to all who have taken the time to provide us important guidance and insights as we developed the future of ORBA, including many members of SEMA's TORA community and local and regional OHV advocates."
 

By combining SEMA's government affairs expertise and storytelling capabilities, and the reach of the enthusiast-driven SEMA Action grassroots network, ORBA will support and strengthen the work of nonprofit partners operating at the local, state and regional levels. These organizations bring critical on-the-ground expertise that is essential to ensuring a strong and sustainable future for the off-road community.
 

As ORBA enters a new chapter, the organization remains focused on advancing its mission through strong advocacy, collaboration, and responsible stewardship of public lands. Sean P. Holman has been named interim executive director and Laura Butcher as legislative director. SEMA SVP of Public and Government Affairs Karen Bailey-Chapman will continue to lead the organization's strategy implementation. Fred Wiley will retire from his role with ORBA, marking the conclusion of his tenure with the organization. Wiley played a significant role in ORBA's history and development, and we thank him for his years of service and dedication to the off-road business community.

What's Ahead for ORBA
 

As part of its relaunch, ORBA outlined several priority initiatives already underway:
 

Protecting Access to Public Lands

ORBA will continue to monitor and provide formal comments on administrative, state and federal actions that impact access to public lands. Current efforts include ongoing engagement related to the Western Mojave (WEMO) plan, Johnson Valley and Moab's Labyrinth Rims/Gemini Bridges Travel Management Plan, with additional projects expected in the months ahead. Additionally, ORBA will increase its work educating legislative staffers, political appointees, and other policy-related organizations about the threat to public lands access and the economic impact trail closures would have on the U.S. economy and, importantly, U.S. automotive manufacturing.
 

Supporting Federal Legislation That Preserves Motorized Access to Outdoor Spaces

ORBA has joined other partners in support of the federal Outdoor Americans with Disabilities Act (S 2968), the Public Lands Access Restoration Act (HR 7979), and expanded funding for the Recreational Trails Program. Advancing these legislative efforts will be among the key priorities during SEMA's upcoming Washington Rally in Washington, D.C.
 

Continuing the EcoLogic Partners Collaboration

ORBA will maintain its partnership with EcoLogic Partners--a coalition that includes ORBA, American Motorcyclist Association District 37, and the American Sand Association--to challenge actions that threaten access to public lands. Most recently, SEMA and EcoLogic Partners jointly funded successful litigation against the California Coastal Commission's attempt to close OHV access at Oceano Dunes.
 

Launching Regional Economic Impact Reports

While national data demonstrates the economic significance of outdoor recreation, ORBA is focused on arming policymakers and the off-road community with localized data. The organization plans to complete four regional economic impact reports across geographically diverse areas of the United States in 2026 and 2027, highlighting the off-road industry's role as a critical economic driver in local communities.
 

Expanding Coalitions and Partnerships

ORBA does not exist to replace the work of other organizations in the off-road community. Instead, ORBA's role is to support, amplify and collaborate--whether through joint legislative initiatives, shared advocacy efforts, or by working with business members to educate customers and vendors about emerging threats and opportunities from government and special interest actions. ORBA will also strategically align efforts with SEMA's Truck and Off-Road Alliance (TORA) council.
 

Stewardship and Education

Land stewardship and driver education are foundational to the long-term health and credibility of the off-road recreation community. Responsible use of public lands protects the environments that make off-roading possible, helps preserve access for future generations, and demonstrates to land managers and policymakers that enthusiasts are committed partners--not adversaries--in conservation. Driver education plays a critical role by teaching best practices such as staying on designated trails, minimizing resource damage, respecting wildlife and other users, and understanding local rules and conditions. 
 

Together, stewardship and education reduce conflicts, prevent closures driven by misuse, and strengthen the community's voice when advocating for continued access. Simply put, protecting the land and educating those who enjoy it are essential to keeping off-road recreation sustainable, respected and accessible.
 

Looking Forward

With new tools, deeper partnerships and a renewed focus on collaboration, ORBA is positioning itself to be a more effective advocate for businesses, enthusiasts and the lands that make off-road recreation possible.
 

Upgraded Membership Benefits

Government affairs and advocacy remain the core competency of ORBA and a significant reason for business members to invest. We have upgraded the membership benefits to include regular communications, sponsored brand content across ORBA and SEMA Action Network digital channels and access to consumer research tools, and more. 
 

You can learn more about the updated membership levels at www.offroadbusiness.org/membership.

 

About the ORBA Leadership Team

 

Karen Bailey-Chapman - SEMA Senior Vice President, Public and Government Affairs

SEMA Senior Vice President of Public and Government Affairs Karen Bailey-Chapman oversees all government affairs efforts for SEMA and PRI and leads programs related to legislation, regulations and government policies on issues affecting emission regulations, consumer choice, business opportunities and more. Bailey-Chapman is passionate about exploring off-road spaces, often in her easily identifiable yellow Jeep, "Bananana."
 

Sean P. Holman - Interim Executive Director

Sean P. Holman is a longtime automotive enthusiast and veteran off-road journalist who worked for Motor Trend Group for nearly 20 years, eventually overseeing content for the company's Truck & Off-Road Group as its group content director. Holman is president of the Mojave Desert Heritage and Cultural Association, as well as co-creator and host of The Truck Show Podcast with Holman.
 

Laura Butcher - Legislative Director

Laura Butcher has worn many hats in the off-road community, including as owner/CEO of VORRA (Valley Off-Road Racing Association), program manager for Tread Lightly!, executive director of Farmy's Off-Road Park and board member for the Nevada Off-road Association. Butcher is a 2024 inductee in the Off-road Motorsports Hall of Fame, a testament to her lengthy career as an industry advocate and enthusiast. 
 

Image Courtesy of Shutterstock | Reinhardt and Co

By SEMA News Editors

 

The organization's renewed mission will be led by a new leadership team and supported through updated membership levels for industry stakeholders. 

 

The Off-Road Business Association (ORBA) has announced its relaunch following its acquisition by SEMA with an expanded advocacy strategy, enhanced research capabilities and a renewed commitment to coalition-based action to protect the future of the off-road industry and enthusiast community.
 

With a focus on powersports and dirt bikes, as well as trucks and SUVs, ORBA's core mission--to serve as the off-road business community's leading advocate on issues affecting access, recreation, and responsible land use--remains unchanged. What is new is a more rigorous, data-driven approach that includes regional economic impact reports, consumer research and deeper collaboration across the outdoor recreation ecosystem.
 

"No single organization can achieve our advocacy goals alone," said ORBA leadership. "The future of off-road access depends on strong coalitions, shared expertise, and coordinated action. We are always stronger together. Thank you to all who have taken the time to provide us important guidance and insights as we developed the future of ORBA, including many members of SEMA's TORA community and local and regional OHV advocates."
 

By combining SEMA's government affairs expertise and storytelling capabilities, and the reach of the enthusiast-driven SEMA Action grassroots network, ORBA will support and strengthen the work of nonprofit partners operating at the local, state and regional levels. These organizations bring critical on-the-ground expertise that is essential to ensuring a strong and sustainable future for the off-road community.
 

As ORBA enters a new chapter, the organization remains focused on advancing its mission through strong advocacy, collaboration, and responsible stewardship of public lands. Sean P. Holman has been named interim executive director and Laura Butcher as legislative director. SEMA SVP of Public and Government Affairs Karen Bailey-Chapman will continue to lead the organization's strategy implementation. Fred Wiley will retire from his role with ORBA, marking the conclusion of his tenure with the organization. Wiley played a significant role in ORBA's history and development, and we thank him for his years of service and dedication to the off-road business community.

What's Ahead for ORBA
 

As part of its relaunch, ORBA outlined several priority initiatives already underway:
 

Protecting Access to Public Lands

ORBA will continue to monitor and provide formal comments on administrative, state and federal actions that impact access to public lands. Current efforts include ongoing engagement related to the Western Mojave (WEMO) plan, Johnson Valley and Moab's Labyrinth Rims/Gemini Bridges Travel Management Plan, with additional projects expected in the months ahead. Additionally, ORBA will increase its work educating legislative staffers, political appointees, and other policy-related organizations about the threat to public lands access and the economic impact trail closures would have on the U.S. economy and, importantly, U.S. automotive manufacturing.
 

Supporting Federal Legislation That Preserves Motorized Access to Outdoor Spaces

ORBA has joined other partners in support of the federal Outdoor Americans with Disabilities Act (S 2968), the Public Lands Access Restoration Act (HR 7979), and expanded funding for the Recreational Trails Program. Advancing these legislative efforts will be among the key priorities during SEMA's upcoming Washington Rally in Washington, D.C.
 

Continuing the EcoLogic Partners Collaboration

ORBA will maintain its partnership with EcoLogic Partners--a coalition that includes ORBA, American Motorcyclist Association District 37, and the American Sand Association--to challenge actions that threaten access to public lands. Most recently, SEMA and EcoLogic Partners jointly funded successful litigation against the California Coastal Commission's attempt to close OHV access at Oceano Dunes.
 

Launching Regional Economic Impact Reports

While national data demonstrates the economic significance of outdoor recreation, ORBA is focused on arming policymakers and the off-road community with localized data. The organization plans to complete four regional economic impact reports across geographically diverse areas of the United States in 2026 and 2027, highlighting the off-road industry's role as a critical economic driver in local communities.
 

Expanding Coalitions and Partnerships

ORBA does not exist to replace the work of other organizations in the off-road community. Instead, ORBA's role is to support, amplify and collaborate--whether through joint legislative initiatives, shared advocacy efforts, or by working with business members to educate customers and vendors about emerging threats and opportunities from government and special interest actions. ORBA will also strategically align efforts with SEMA's Truck and Off-Road Alliance (TORA) council.
 

Stewardship and Education

Land stewardship and driver education are foundational to the long-term health and credibility of the off-road recreation community. Responsible use of public lands protects the environments that make off-roading possible, helps preserve access for future generations, and demonstrates to land managers and policymakers that enthusiasts are committed partners--not adversaries--in conservation. Driver education plays a critical role by teaching best practices such as staying on designated trails, minimizing resource damage, respecting wildlife and other users, and understanding local rules and conditions. 
 

Together, stewardship and education reduce conflicts, prevent closures driven by misuse, and strengthen the community's voice when advocating for continued access. Simply put, protecting the land and educating those who enjoy it are essential to keeping off-road recreation sustainable, respected and accessible.
 

Looking Forward

With new tools, deeper partnerships and a renewed focus on collaboration, ORBA is positioning itself to be a more effective advocate for businesses, enthusiasts and the lands that make off-road recreation possible.
 

Upgraded Membership Benefits

Government affairs and advocacy remain the core competency of ORBA and a significant reason for business members to invest. We have upgraded the membership benefits to include regular communications, sponsored brand content across ORBA and SEMA Action Network digital channels and access to consumer research tools, and more. 
 

You can learn more about the updated membership levels at www.offroadbusiness.org/membership.

 

About the ORBA Leadership Team

 

Karen Bailey-Chapman - SEMA Senior Vice President, Public and Government Affairs

SEMA Senior Vice President of Public and Government Affairs Karen Bailey-Chapman oversees all government affairs efforts for SEMA and PRI and leads programs related to legislation, regulations and government policies on issues affecting emission regulations, consumer choice, business opportunities and more. Bailey-Chapman is passionate about exploring off-road spaces, often in her easily identifiable yellow Jeep, "Bananana."
 

Sean P. Holman - Interim Executive Director

Sean P. Holman is a longtime automotive enthusiast and veteran off-road journalist who worked for Motor Trend Group for nearly 20 years, eventually overseeing content for the company's Truck & Off-Road Group as its group content director. Holman is president of the Mojave Desert Heritage and Cultural Association, as well as co-creator and host of The Truck Show Podcast with Holman.
 

Laura Butcher - Legislative Director

Laura Butcher has worn many hats in the off-road community, including as owner/CEO of VORRA (Valley Off-Road Racing Association), program manager for Tread Lightly!, executive director of Farmy's Off-Road Park and board member for the Nevada Off-road Association. Butcher is a 2024 inductee in the Off-road Motorsports Hall of Fame, a testament to her lengthy career as an industry advocate and enthusiast. 
 

Image Courtesy of Shutterstock | Reinhardt and Co

From the SEMA Washington, D.C., office

 

 

Advocacy from the Motorized Community Made a Difference 

 

In a major development for the off-road community, the U.S. Marine Corps has made meaningful improvements to a proposed permanent Special Use Airspace (SUA) establishment at the Marine Corps Air Ground Combat Center - Twentynine Palms, located near Johnson Valley, California, home of the iconic King of the Hammers event.

Thousands of advocates, including more than 1,500 advocates organized by SEMA and ORBA, contacted the Marine Corps to request changes to their August 2025 proposal through the organizations' calls to action.

In its Final Environmental Assessment (EA) for airspace changes at Twentynine Palms and surrounding areas, the Marine Corps incorporated several important safeguards, including minimum flight altitude requirements, limits on airspace use and commitments regarding event coordination. The final policy remains subject to Federal Aviation Administration (FAA) approval.
 

SEMA and ORBA thank the Marine Corps for listening to the off-road community's concerns that the draft EA threatened access at Johnson Valley. The final EA is a step in the right direction and recognizes the importance of motorized recreation and King of the Hammers to the local communities surrounding Johnson Valley.

 

Key Improvements in the Final Environmental Assessment
 

The final EA includes several important safeguards that represent tangible progress from the draft proposal:

• Minimum Flight Altitude: A 1,500-ft. above-ground-level minimum altitude will apply when the Johnson Valley Shared Use Area is open to the public.
• Limits on Airspace Use: The USMC will be able to use the airspace for up to 60 days per year.
• Event Coordination Commitments: The EA specifically recognizes King of the Hammers and commits to coordinating with event organizers on altitude requirements to ensure major events can continue to operate successfully.

 

Advocacy and Collaboration Leads to Improved Policy
 

After the Marine Corps released its draft EA in August 2025, SEMA, ORBA and numerous other off-road stakeholder groups rallied members and the broader motorized-recreation community to push back against the proposed airspace restrictions above Johnson Valley. Advocates expressed concerns regarding how the initial proposal would have impacted medevac, drone footage and other necessary uses of Johnson Valley's airspace, including during the King of the Hammers event, along with concerns about the EA's impact on access and safety. This was a win for outdoor recreation, proving that when our community speaks up with a unified voice, we make a meaningful impact.

 

What This Means Going Forward

The EA for Air Ground Combat Center Twentynine Palms remains subject to final approval by the FAA. SEMA and ORBA will provide updates as they emerge.

Questions? Contact SEMA Senior Manager for Federal Government Affairs Juan Mejia at juanm@sema.org.


Image courtesy of Shutterstock | Brattain productions
 

From the SEMA Washington, D.C., office

 

 

Advocacy from the Motorized Community Made a Difference 

 

In a major development for the off-road community, the U.S. Marine Corps has made meaningful improvements to a proposed permanent Special Use Airspace (SUA) establishment at the Marine Corps Air Ground Combat Center - Twentynine Palms, located near Johnson Valley, California, home of the iconic King of the Hammers event.

Thousands of advocates, including more than 1,500 advocates organized by SEMA and ORBA, contacted the Marine Corps to request changes to their August 2025 proposal through the organizations' calls to action.

In its Final Environmental Assessment (EA) for airspace changes at Twentynine Palms and surrounding areas, the Marine Corps incorporated several important safeguards, including minimum flight altitude requirements, limits on airspace use and commitments regarding event coordination. The final policy remains subject to Federal Aviation Administration (FAA) approval.
 

SEMA and ORBA thank the Marine Corps for listening to the off-road community's concerns that the draft EA threatened access at Johnson Valley. The final EA is a step in the right direction and recognizes the importance of motorized recreation and King of the Hammers to the local communities surrounding Johnson Valley.

 

Key Improvements in the Final Environmental Assessment
 

The final EA includes several important safeguards that represent tangible progress from the draft proposal:

• Minimum Flight Altitude: A 1,500-ft. above-ground-level minimum altitude will apply when the Johnson Valley Shared Use Area is open to the public.
• Limits on Airspace Use: The USMC will be able to use the airspace for up to 60 days per year.
• Event Coordination Commitments: The EA specifically recognizes King of the Hammers and commits to coordinating with event organizers on altitude requirements to ensure major events can continue to operate successfully.

 

Advocacy and Collaboration Leads to Improved Policy
 

After the Marine Corps released its draft EA in August 2025, SEMA, ORBA and numerous other off-road stakeholder groups rallied members and the broader motorized-recreation community to push back against the proposed airspace restrictions above Johnson Valley. Advocates expressed concerns regarding how the initial proposal would have impacted medevac, drone footage and other necessary uses of Johnson Valley's airspace, including during the King of the Hammers event, along with concerns about the EA's impact on access and safety. This was a win for outdoor recreation, proving that when our community speaks up with a unified voice, we make a meaningful impact.

 

What This Means Going Forward

The EA for Air Ground Combat Center Twentynine Palms remains subject to final approval by the FAA. SEMA and ORBA will provide updates as they emerge.

Questions? Contact SEMA Senior Manager for Federal Government Affairs Juan Mejia at juanm@sema.org.


Image courtesy of Shutterstock | Brattain productions
 

By SEMA News Editors

 

The SEMA Show, set for November 3-6 in Las Vegas, is the automotive aftermarket industry's premier trade event. It brings together brands, innovators, manufacturers and service providers with buyers, media members and content creators from across the globe.

 

For exhibitors--many of whom are small businesses--the process of joining the SEMA Show includes several steps, all designed to help them succeed.

 

Tom Gattuso, SEMA vice president of events, outlines the roadmap for new exhibitors joining the SEMA Show this year--and shares why now is an ideal time to participate--on a recent episode of the CarCast podcast.

 

Read a version of the interview, edited for clarity, below. Prefer to watch? View the entire episode below.

 

 

What role does SEMA play in the automotive aftermarket?

Tom Gattuso:

SEMA represents the aftermarket automotive products and services industry. It's a significant market, generating about $52 billion in sales. From an economic standpoint, it contributes $337 billion to the U.S. economy and supports 1.3 million jobs.

 

What makes the SEMA Show such a valuable opportunity for businesses?

Gattuso:

We host an event that the industry attends once a year. It's an opportunity to connect, share ideas and push innovation forward.

 

The SEMA Show is the largest automotive trade show in the country and ranks among the top 10 trade shows nationwide.

 

How important are small businesses to the SEMA Show?

Gattuso:

We have roughly 7,000 members, and 95% are small businesses.

 

Small companies are the heartbeat of the aftermarket. The industry is constantly evolving, and innovation drives that progress.

 

Q: How is SEMA evolving to meet today's enthusiast market?

Gattuso:

By launching a dedicated Powersports/SxS/Lifestyle section in 2026, SEMA is reflecting the growing overlap between automotive and recreational vehicle communities. Read the full powersports update.

 

What's the process for becoming a first-time exhibitor?

Gattuso:

It's relatively straightforward. Visit our website, follow the instructions to become a SEMA member if needed, and apply to exhibit at one of our shows.

 

You submit an application, and we review it to ensure your product aligns with the section or show you've selected.

 

What key deadline should prospective exhibitors know?

Gattuso:

Friday, March 27, is the key deadline. That's when all applications must be submitted [to participate in priority booth selection].

Editor's Note: Interested exhibitors can still submit an ESRA after March 27. Plenty of prime space on the SEMA Show floor will still be available after priority booth selection.

 

What is required by that deadline?

Gattuso:

We need a completed application and a deposit. That can be 25%, 50% or 100%. Once submitted, you'll be eligible to select your booth space.

 

How does booth selection work?

Gattuso:

We review all applications and assign booth selection times based on seniority. Then we build the show floor plan step by step.

 

On May the 4th, you can watch the floor plan come together live online. The week prior, exhibitors receive an email with a one-hour window when a SEMA representative will call.

 

At your scheduled time, you'll go online and review your section of the floor plan. There are 12 sections, ranging from wheels and tires to tools and equipment to racing performance. By then, the map will be partially filled with exhibitors who selected before you, and you'll choose your preferred location.

 

This process is also public-facing. Viewers can watch a version of the floor plan online with a 10-minute delay.

 

What support is available for first-time exhibitors?

Gattuso:

We offer a wide range of resources.

 

One key program is the Exhibitor Summit, designed specifically for newer companies. It provides guidance on how to exhibit successfully and connects you with vendors for booth needs like electricity, flooring and more.

 

We also provide the Exhibit Service Manual, which organizes everything from ordering and deadlines to budgeting. It's available online and walks you through timelines and requirements.

 

What's the key to maximizing ROI at the show?

Gattuso:

You need to generate a return. Starting with a conservative investment in your first couple of years is a smart approach.

 

As your distribution grows, so will your opportunities and conversations.

 

How can exhibitors attract buyers and media?

Gattuso:

Promote your presence to your existing customers. That helps attract new customers as well.

 

Momentum builds momentum.

 

One of the most effective on-site strategies is participating in the New Product Showcase.

 

What is the New Product Showcase, and why is it important?

Gattuso:

Nearly half of attendees discover a product in the New Product Showcase that leads them to an exhibitor.

 

About 95% of media members review it, along with press releases on the SEMA Show website. Both are free resources -- the first product entry is always free -- and they provide significant exposure.

 

How important is pre-show preparation?

Gattuso:

More than three-quarters of attendees arrive with a plan. They research companies, review the floor plan and build an agenda in advance.

 

That means your listings must be accurate so your brand is represented correctly. You'll receive emails with instructions on how to update your information.

 

How should exhibitors handle follow-up after the Show?

Gattuso:

Rank your contacts A, B, C and D.

 

An A contact should be followed up with during the show week, the following week, the next month and again three to six months later.

 

Consistent follow-up puts you ahead of the competition.

 

What is SEMA Fest, and how does it enhance the SEMA Show experience?

Gattuso:

 

SEMA Fest is a fun way to wrap up a productive week. It blends automotive passion with music and adds an entertainment element to the event.

 

When will SEMA Fest details be announced?

Gattuso:

We'll announce ticket sales on May 4. Band announcements will follow in July.

 

Final advice for first-time exhibitors?

Gattuso:

When in doubt, contact us. We're here year-round and can help simplify the process:

• semashow@sema.org
• (909) 396-0289
• semashow.com/exhibitor
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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 opens in Spring 2026; to sign up for notifications, visit here. For more information, visit semashow.com. 

 

By Ashley Reyes

 

The SEMA Future Leaders Network (FLN) has named Brandon Arpin, marketing director at Valvetronic Designs, as the network's newest spotlight member. 

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

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

Brandon Arpin: Marketing is not about the product. It is about how the product makes the consumer feel. Every day, I make sure Valvetronic products are not only great but show how happy they make the end consumer.

SN: What keeps you in the industry? 

BA: My love for cars has always made the car industry a dream of mine. My first word was car, and I have been in love ever since.

SN: Where can you be found on a Saturday? 

BA: A Saturday usually involves a "cars and coffee" or nighttime car show, with some golf depending on the weather.

SN: How do you prepare for an important meeting? 

BA: Before a meeting, I usually take 30 minutes to an hour to review all my notes, re-research the person or company I am meeting with and set aside five minutes of quiet time to clear my head.

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

BA: Carroll Shelby. His marketing and branding are so impressive. I would love to see how he developed a partnership with a manufacturer to really elevate his brand.

Fill out an FLN member spotlight form to be eligible to be featured on FLN's social media, SEMA News and FLN member updates.