By SEMA News Editors

SEMA Show organizers have recently launched a variety of resources for 2025 SEMA Show exhibitors--available at semashow.com/exhibitor--designed to help them maximize ROI while exhibiting at the automotive aftermarket's premier event, November 4-7, Las Vegas.

Exhibiting at the SEMA Show puts brands in front of thousands of qualified domestic and international buyers and the most influential members of the media from every segment of the specialty-equipment industry. (Still need a booth? Secure one here).

To maximize ROI, exhibitors can utilize the Exhibitor Service Manual on semashow.com/exhibitor. The entire Exhibitor Service Manual is the official exhibitor's handbook for success, in addition to the relationships they form with their SEMA sales representative, the SEMA media team and the SEMA Show department. 

Below is a preview of the valuable resources to get exhibitors on the road to a successful 2025 SEMA Show.

1. Feature Vehicles

Found under "Vehicle/Car Display Opportunities," exhibitors can learn more about the rules, regulations and requirements for displaying a vehicle on the SEMA Show floor outside of a booth. New-for-2025: The deadline to submit Feature Vehicle applications is Friday, July 25, 2025. An additional labor fee will be charged to vehicles unable to operate/require a vehicle tow. Click here to read up on the Feature Vehicle guidelines or submit an application. 

2. New Products Showcase

Found under "Marketing, Advertising & Sponsorships," exhibitors can submit products to the New Products Showcase--the top destination for buyers and media at the SEMA Show--to build brand awareness and generate leads. The first product entry is always free for exhibitors, so it's a no-brainer to enter. Find more information on submitting a product, packaging or merchandising display here and complete an application for a new or featured product here. 

3. Budget Checklist

Found under "About the Show," the SEMA Show budget checklist is an essential tool for all participating exhibitors, but especially first-timers. Calculate all confirmed and projected fees for everything from booth space; exhibit design and building; electrical; freight and material handling and related services; plus marketing and staff expenses.

4. Deadlines List

Found under "About the Show," the SEMA Show deadline checklist provides key dates for exhibitors, including deadlines and rate increases.

5. Contact Information

Contact Information gives exhibitors a chance to contact Show organizers to help them succeed with categories like booth vehicles, feature vehicles, banquet tickets, the New Product Showcase, meeting rooms and more.

6. Parking at the SEMA Show

SEMA Show parking information is beneficial for exhibitors with trailers and those looking to discover where they can park leading up to and during the event.

7. LVCC Booth Services - Freeman

This section addresses Las Vegas Convention Center (LVCC) booth needs, including power, carpet, fixtures, freight, A/V and computer rentals, cleaning, signs and graphics and more. Note that exhibitors placed in Westgate Las Vegas should utilize the "Westgate Hotel - Booth Services" section of the Exhibitor Service Manual.

8. LVCC Booth Services - Other Approved Vendors

Access the approved vendors for lead retrieval, catering, insurance, vehicle detailing, tent and canopy rental, internet and telephone, photography, and more. Note that exhibitors placed in the Westgate Las Vegas should utilize the "Westgate Hotel - Booth Services" section.

9. Marketing, Advertising & Sponsorships

This section provides successful marketing opportunities at the SEMA Show, including advertising opportunities, press conference applications, products for project-vehicle builders, PR opportunities, on-site sponsorships, celebrity appearances and directory upgrades. In addition, the application for the New Product Showcase appears here.

10. Guidelines & Policies

Discover essential information, including applications, fees, payments, permits, safety requirements and more.

11. Material Handling/Shipping Information

Learn the ABCs of Shipping a SEMA Show booth, direct-to-Show site shipping labels, freight services, marshaling yard delivery information, advance warehouse shipping labels, domestic shipping and international shipping, New Products shipping labels, material handling/drayage, outbound shipping, and heavy machinery.

12. 2025 SEMA Exhibitor Summit

Among the several exhibitor resources is the SEMA Show Exhibitor Summit, a free program on June 25-27 in Vegas and the best way to get the most ROI. Exhibitors new and returning, can take advantage of SEMA value-added programs; use proven strategies to attract buyers to your booth; save money and resources on Show costs, such as material handling, electrical and related Show expenses; work one-on-one with Show experts to maximize your ROI; learn to properly plan and budget expenses and explore promotional opportunities through sponsorships and other methods. Hotel rooms will be provided for up to two guests in this valuable program; you can't afford to miss it!

Learn more at semashow.com/exhibitor-summit and register for the program here.

Attendee registration is now open for the 2025 SEMA Show here. Questions? Call 909-396-0289 or email sales@sema.org.

By SEMA News Editors

Air Flow Research

175cc Small Block Mopar Cylinder Heads for LA Engines

Air Flow Research (AFR) has introduced new cylinder heads for 175cc small-block Mopar LA engines. Engineered for '64-'92 318, 340 and 360 LA engines, these cylinder heads feature precision-designed intake and exhaust runners with an as-cast finish, and redesigned water jackets to provide improved cooling in high-stress areas, according to the manufacturer.

airflowresearch.com

Cosmo Tires

Kurrent Premium Touring Tire

Cosmo Tires has announced that its new tire model, the Kurrent Premium Touring tire, is now available. This electric-vehicle-ready tire features a designed sidewall aesthetic, as well as a patented treadwear indicator on the center rib. According to the manufacturer, geometric isolation offers a smoother, quieter ride, while the proprietary directed super silica compound aims to deliver a longer life and enhanced traction.

tiregroup.com

ICON Vehicle Dynamics

CDXS Coilovers and Complete Suspension Systems

ICON Vehicle Dynamics is now offering new CDXS Compression Damping Dual Speed shocks and coilovers, and associated complete suspension systems for '24 Toyota Tacoma applications. The new systems offer independent compression damping adjustability for both high-speed and low-speed shock velocity, as well as height-adjustable coilovers, remote reservoirs and more.

'25 Toyota 4Runner Skid Plates

The manufacturer also recently introduced new front and transmission skid plates to protect critical drivetrain components on the '25 Toyota 4Runner. The front skid plate integrates closely with the stock front bumper, providing protection rearward to the differential crossmembers, ICON Vehicle Dynamics says. The transmission skid plate continues the protection to the transmission crossmember. Both plates are CNC laser-cut and precision-brake formed from 5052 aluminum alloy plate.

iconvehicledynamics.com

By Ashley Reyes

The SEMA Professional Restylers Organization (PRO) named Truck'n America as the council's newest spotlight member. Get to know the company's story in the SEMA News interview with Truck'n America's marketing director Kelly Morrison below.  

SEMA News: Tell us the story of your shop.  

Kelly Morrison: In 1975, Truck'n America was founded in Maryland by a father and son team--Chuck Morrison Jr., a veteran U.S. Air Force fighter pilot, and his son Chuck Morrison III, a laid-off construction worker. They were inspired by the truck cap and had an idea that they could make some money selling them in the area.  

True to our roots, we are a family-owned and -operated business to this day. Brothers Chuck Morrison IV and Dan Morrison are the administrators and operators of the modern-day Truck'n America and carry on their grandfather and father's legacy of excellent customer service and product knowledge. 

SN: Tell us about your business now and the projects that you are working on.  

KM: The father and son team first set a goal of selling just one truck cap a day to simply "get by." They found that through a combination of demand and excellent customer service, they were soon smashing that goal and selling two a day, then three, then four and beyond. By 1983, they had expanded to four locations in the Washington D.C., Maryland and Virginia areas, which quickly became 13 locations all the way up and down the East Coast.  

Today, Truck'n America operates five locations in Maryland and Virginia. Our team and employee retention are the key to our success. Our newest manager has been with us for 15 years and our most senior manager has been with us for 32 years. Combined, our team has more than 150 years of truck-cap/truck-accessory industry experience. 

Our breakthrough moment, along with being one of the first to sell truck caps in our geographical area, was recognizing that at the end of the day, integrity and customer service is and always will be of utmost importance. We pride ourselves on the thousands of happy customers that have come through our doors and driven away with a product they need from people that they can rely on. This is what keeps them coming back and has kept us in business for half of a century. 

SN: Tell us about a package/product that you are proud of.  

KM: 2025 is our 50th year in business. We are still selling truck caps, but our selection of products has expanded to include all kinds of pickup truck, SUV, Jeep and auto accessories, trailers and towing accessories, tonneau covers, work truck and work van accessories, UTVs and more.  

We are currently working on bringing our business into the modern day, putting efforts into digital, social media and video marketing, strengthening our image and brand voice, and keeping up with industry trends. We are also focusing on training the next generation of product experts, our sales team, installers and management to carry on our legacy of unparalleled customer service and industry expertise. 

SN: What advice do you have for young professionals contemplating a career in the automotive aftermarket?  

KM: Our advice for young professionals contemplating a career in the automotive aftermarket is to place your focus on delivering outstanding service. Competition is inevitable, but at the end of the day, customers will always stay loyal to the business that treated them right, went above and beyond, and made them confident about their choice to do business with you. 

Fill out a PRO member spotlight form to highlight how you or your company are contributing to the automotive restyling industry. Selected candidates are eligible to be featured on PRO's social media, SEMA News and future PRO-member updates.

By SEMA News Editors

The 2025 SEMA Show is now accepting submissions to participate in the 2025 SEMA Show Bin Program, which offers automotive publications a simple way to gain mass exposure for their magazine.

Showcase your magazine where it matters--the aftermarket's premier event--and make sure you take advantage of the opportunity to get your magazine in front of the SEMA Show’s 160,000-plus attendees and exhibitors.

In exchange for one standard full-page color ad in your publication, participants will get to display and distribute their publication at the 2025 SEMA Show.

Get your magazine seen by thousands of potential subscribers and advertisers--act now and submit your details here.

Editor's Note: This story was originally published on May 15, 2025. Submissions for the Bin Program at the 2025 SEMA Show are now closed. Questions? Contact Lynne Johnson, SEMA Marketing Director, Agency and Creative Services, at lynnej@sema.org.

By Ashley Reyes

The SEMA Businesswomen's Network (SBN) has named Kasey Saltness, event and engagement specialist at QA1, the network's newest #SheIsSEMA spotlight member. 

Saltness was nominated for a spotlight feature by her peer, Erica Sietsma. Get to know Saltness through Sietsma’s interview with SEMA News below. 

SEMA News: How has Kasey contributed to QA1? 

Erica Sietsma: QA1 is a leader in putting together brand partnerships with both established and up-and-coming content creators. Kasey has led this effort with a thoughtful approach to how the company identifies potential partners, but more importantly, how they build and manage those partnerships.  

SN: How has Kasey shown leadership in the industry or business? 

ES: Kasey is not only passionate about our industry and QA1, she's also compassionate, which is an often overlooked but crucial component for true leaders. I've had many of QA1's sponsored creators tell me, "Of all the brands we work with, Kasey is the best. She is so thoughtful and communicative, and she'll reach out just to check on me and that means a lot." 

SN: Tell us a success story that you can share about Kasey. 

ES: Kasey has built out such a great sponsor program at QA1 that I've had multiple other brands say to me, "We want to be a popular brand like QA1. All the creators want to work with them, and they work with all the great creators!" That's all Kasey. And from our reporting, we can see the value those partnerships are bringing to QA1.  

SN: How many years has Kasey been in the industry? 

ES: Five to 10 years.  

SN: What quality do you admire most about Kasey and why? 

ES: Kasey is authentic. She genuinely cares about her work, her creators and the industry overall, and you can just tell. She's not putting on an act--she genuinely cares and lets that shine through. 

SN: Why do you think Kasey is a role model in the industry? 

ES: Kasey is someone who was given an opportunity to build something new out at QA1 and she ran with it. She took an idea and turned it into a successful marketing strategy, and did it through trial and error and caring. There is no "playbook" on how to build successful content creator partnerships but just like anything in business, if you've got the drive to solve problems and the care to continually improve, you'll go far.  

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 SEMA News Editors

Attendee registration for the 2025 SEMA Show--November 4-7, in Las Vegas--just opened online this week, but it's never too early to start planning your Show.

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

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

How to Apply for Registration

Approved attendees can secure their SEMA Show badge for only $50 on semashow.com/attendee now through Friday, June 27. After the deadline, the registration price will increase to $75. 

How to Save on Your 2025 SEMA Show Hotel

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

How to Save on Airfare for the SEMA Show

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

Alaska Airlines: 

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

Delta Airlines: 

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

United Airlines: 

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

SEMA Show International Attendees Seeking a Travel Visa

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

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

Keep an eye on SEMA News and semashow.com for the latest deadlines, updates and opportunities for the 2025 SEMA Show. 

For questions and SEMA Show registration assistance, call 508-743-8571, Monday – Friday 9:00 a.m. – 5:00 p.m. ET, or email AAPEXSEMA@maritz.com.

By the SEMA Washington, D.C., office

The United States and China announced an agreement on May 12 to significantly reduce tariffs imposed earlier this year for a period of 90 days, clearing the way for further discussions between the two countries regarding their trade relationship.

Under the agreement, both the United States and China will reduce tariffs imposed in 2025 by 115%. Chinese imports to the United States will be subject to a 30% tariff, which includes the standard 10% country-by-country tariff along with a 20% tariff under the International Emergency Economic Powers Act (IEEPA) to address the flow of fentanyl into the United States. Meanwhile, American exports to China will be subject to a 10% tariff. Products imported from China are still subject to Section 232 tariffs of 25% that were first imposed in 2018.

The agreement is a significant step forward in preventing a trade war between the United States and China, helping small businesses that import components and products from China.

SEMA's recent letter to President Trump outlined the impact of recently imposed tariffs on the specialty automotive aftermarket and highlighted the need for an orderly transition that provides United States businesses time to re-shore their manufacturing along with economic relief to assist in that transition rather than sharp increases in tariffs. The United States-China agreement is a major step in this direction with both countries significantly reducing tariffs that would have brought trade between the two nations to a standstill.

The United States and China announcement was the product of a successful negotiation between Treasury Secretary Scott Bessent and He Lifeng, China's vice premier of the state council, in Geneva, Switzerland, which sets a path for future discussions to open market access for American exports. Both countries affirmed the importance of the critical bilateral economic and trade relationship and agreed to establish continuing discussions about trade and economics.

For additional information, contact Eric Snyder, SEMA's senior director of federal government affairs, at erics@sema.org.

Image courtesy of Shutterstock

By the SEMA Washington, D.C., office

The United States and China announced an agreement on May 12 to significantly reduce tariffs imposed earlier this year for a period of 90 days, clearing the way for further discussions between the two countries regarding their trade relationship.

Under the agreement, both the United States and China will reduce tariffs imposed in 2025 by 115%. Chinese imports to the United States will be subject to a 30% tariff, which includes the standard 10% country-by-country tariff along with a 20% tariff under the International Emergency Economic Powers Act (IEEPA) to address the flow of fentanyl into the United States. Meanwhile, American exports to China will be subject to a 10% tariff. Products imported from China are still subject to Section 232 tariffs of 25% that were first imposed in 2018.

The agreement is a significant step forward in preventing a trade war between the United States and China, helping small businesses that import components and products from China.

SEMA's recent letter to President Trump outlined the impact of recently imposed tariffs on the specialty automotive aftermarket and highlighted the need for an orderly transition that provides United States businesses time to re-shore their manufacturing along with economic relief to assist in that transition rather than sharp increases in tariffs. The United States-China agreement is a major step in this direction with both countries significantly reducing tariffs that would have brought trade between the two nations to a standstill.

The United States and China announcement was the product of a successful negotiation between Treasury Secretary Scott Bessent and He Lifeng, China's vice premier of the state council, in Geneva, Switzerland, which sets a path for future discussions to open market access for American exports. Both countries affirmed the importance of the critical bilateral economic and trade relationship and agreed to establish continuing discussions about trade and economics.

For additional information, contact Eric Snyder, SEMA's senior director of federal government affairs, at erics@sema.org.

Image courtesy of Shutterstock

By Ashley Reyes

The SEMA Future Leaders Network (FLN) is hosting a virtual General Membership Meeting on Thursday, June 12, at 10:00 a.m. PDT/1:00 p.m. EDT, during which select committee leaders will share updates about FLN's member benefits. 

FLN General Membership Meetings are held quarterly to help young professionals in the automotive aftermarket stay updated on SEMA programs and events that can help them succeed in the industry. During the meeting, attendees will learn about networking events, volunteer opportunities, recognition programs and webinars that support professional growth.  

FLN membership is free and open to individuals under the age of 40 who work for a SEMA member company. Both current and prospective members are encouraged to attend the meeting to expand their professional network and increase their industry involvement.   

Register here.

By SEMA News Editors

Events.com Acquires La Jolla Concours d'Elegance

Events.com, a platform for creating, promoting and discovering events, has acquired the La Jolla Concours d'Elegance in California.

After the acquisition, will now have access to enhanced infrastructure and operational support, including streamlined ticketing, sponsorship, and marketing tools, improved digital engagement and optimized operations.

The La Jolla Historical Society, which has long stewarded the event, will continue to play a key guiding role and will remain the primary charitable beneficiary. The event's dedicated volunteer committee and Co-Chairs Michael Dorvillier and Robert Kerner will remain in place, maintaining the passion, authenticity and quality that have defined the La Jolla Concours d'Elegance since its inception.

The 2025 event was held April 25-27.  

For more information, visit events.com or lajollaconcours.com.

GM Names Aurora Co-Founder Sterling Anderson as Chief Product Officer

General Motors announced the appointment of Sterling Anderson, co-founder and chief product officer of autonomous trucking company Aurora, as executive VP, global product, and chief product officer.

Reporting to GM President Mark Reuss, Anderson will oversee the end-to-end product lifecycle for both gas- and electric-powered vehicles, including hardware, software, services and user experience. Anderson, who joins GM on June 2, will be based in GM's Mountain View Tech Center in California.

"Our customers are expecting more from our vehicles than ever before," Reuss said. "We have an opportunity to evolve the way we build from the ground up, with tighter integration between software and hardware, shorter development cycles, and an unwavering focus on a seamless customer experience. Sterling brings decades of leadership in automotive engineering and transformative software innovation to his new role and is the right leader to help GM continue leading now and into the future."

"Sterling joins GM at a critical time as our industry continues to reinvent itself," GM Chair and CEO Mary Barra said. "He brings decades of leadership in automotive engineering, tech start-ups and software innovation. Sterling will help accelerate the pace of progress--he shares our passion and vision for beautifully designed, high-performing and technology-forward vehicles."

Aurora recently launched America's first commercial, fully driverless trucking service in Texas, running regularly between Houston and Dallas. Before co-founding Aurora in 2017, Anderson worked at Tesla, where he led both the Model X program and the team that delivered Tesla Autopilot.

Anderson holds a master's and Ph.D. degree in robotics from the Massachusetts Institute of Technology. He developed MIT's Intelligent Co-Pilot, a semi-autonomous vehicle safety system, which helped lay the foundation for major progress in how humans and machines can work together more effectively.

"GM has a deep heritage, bold vision and the technical foundation to create products that millions of people love," Anderson said. "The world is at an inflection point. Advances in foundational technologies have opened opportunities to revolutionize not just how we create products, but what those products can be and do. I look forward to partnering with the talented team at GM to build on the transformation they've already begun."

For more information, visit gm.com or the GM pressroom here.

Kahn Media Receives Hermes Creative Awards

Kahn Media, the Moorpark, California-based marketing agency, recently received two Platinum Hermes Creative Awards for its rebranding of Malco Automotive and public relations efforts for Maserati.

Administered by the Association of Marketing and Communication Professionals, the awards are determined by a panel of judges who evaluate and select winners from a variety of publications, branding collateral, websites, videos, advertising and communication programs.

Kahn Media was recognized for its rebranding of all visual aspects of Malco Automotive, including its logo, color palette, packaging, product photography, typography, social graphics and environmental design. The company received the second award for its 2024 Monterey Car Week public and media relations campaign for Maserati, including the debut of the GT2 Stradale.

For more information, visit kahnmedia.com.