Tires and wheels are one of the most favored modifications that car and truck owners make to their vehicles, since a single, relatively simple change can entirely alter the appearance and character of a vehicle.

TIA President Wayne Croswell and Executive Vice President Roy Littlefield outline the challenges of making tires and wheels a "show with a show" and raising the profile of tire manufacturers at the SEMA Show. Here they address several issues voiced by their member companies.

With more than 290 exhibitors showcasing and 110 new product registrations within the Tires, Wheels & Equipment section of the 2009 SEMA Show, it's apparent that this section of the specialty-equipment industry remains one of the most popular with vehicle enthusiasts. It is no wonder, as new tires and wheels can instantly change the look and feel of a vehicle. Exhibitors at the Show offered products for small to large passenger cars, trucks and even racing applications.

Here is a collection of the some of the new products from the Tires, Wheels & and Equipment section of the 2009 SEMA Show.