By Ellen McKoy
Custom FN Customs' '72 Chevy Blazer, dubbed the K-5 Patriot, is a fully customized blend of off-road muscle and modern innovations. Entered in the 2023 TORA Feature Vehicle Program, the truck earned best-in-show honors.
For many builders, restylers and upfitters, the dream is to one day have their unique build displayed at the SEMA Show. For members of SEMA's Truck & Off-Road Alliance (TORA), the TORA Feature Vehicle Program provides that opportunity.
The program is a centerpiece of TORA's activities at the Show. Originally housed at the South Hall--then-home to truck and off-road accessories--the exhibit included one modified vehicle in the TORA booth, with up to five others in an outdoor display.
When the West Hall opened, the program was relocated, expanded to a maximum of 10 vehicles and rebranded as the TORA Feature Vehicle Trail. The high-profile outdoor display is situated on the walkway between the West and North Halls. The customized trucks vying for an award are judged by Showgoers whose votes determine which vehicle will be named TORA Best in Show.
But gaining a coveted spot isn't a slam dunk. Competition is stiff. Applicants are required to submit a detailed description of their vehicle along with products installed and photos. There's also a $1,500 premium feature vehicle fee, with $500 contributed to SEMA Cares, the association's fundraising arm that supports children's charities.
Vehicle categories include lowered and lifted trucks, SUV, overlanding, off-road, CUV and UTV. Only those that meet TORA's stringent criteria--superior design, craftsmanship and quality--make the cut. Doing so earns not just bragging rights and acclaim for the builders but brand awareness for supporting manufacturers as well.
For industry veteran Rick Wallen, owner of Custom FN Customs in Auburn, California, winning the TORA Best in Show Award not once, but twice, was the culmination of a long sought-after goal to gain recognition for his skills and talent. But the journey to top honors wasn't a straight shot.
Persistence, Perseverance Pay Off
For the second consecutive year, Rick Wallen's entry in the TORA program received the best-in-show award in 2024. Featuring cutting-edge upgrades and rugged durability, the customized Mitsubishi Delica Overland was on track to be the first overland van to tackle the Rubicon Trail.
A skilled master technician, mechanical engineer, painter, inventor, builder of Dark Horse Mustangs and marketing guru, Wallen has spent his entire career in the automotive industry. Although he had attended the Show for many years as a buyer, he'd had little success building relationships with exhibiting companies.
"I had been attending SEMA for years and the one thing I wanted to do was to release a car at the Show. But I had no idea how this worked. So I just talked to manufacturers about bringing their products into my shop and our ability to create content for our media marketing channels, but very few were receptive."
Nevertheless, his persistence was rewarded when he formed a relationship with Aero Exhaust. The timing couldn't have been better.
Wallen's shop had embarked on a new build: a fully customized '72 Chevy Blazer blending classic off-road muscle and modern innovation. Featuring cutting-edge upgrades, the truck sports an array of suspension and off-road components along with a patriotic-themed custom wrap and paint, touchscreen infotainment center, roll cage, overlanding gear and military-style leather interior.
With Aero's support, Wallen secured a display space at the 2022 SEMA Show. Though he encountered a delay en route and nearly lost his slot, the vehicle was ultimately placed with the Battle of the Builders.
"We were very excited. We finally had a car at SEMA," said Wallen, who invited several manufacturers to check out the truck. "We wanted them to look at the vehicle to see what we were capable of producing and how their products could be showcased on our future builds."
The effort paid off. Not long after, Wallen received an email from SEMA Council Director Denise Waddingham. "Denise said they'd seen the vehicle at the Show. She asked if I wanted to sign up for TORA and have a chance to showcase the vehicle and win an award at the 2023 Show," said Wallen.
"We applied, we were selected and we won. It was a phenomenal feeling. We were so excited and so confident in our abilities that I told my guys we were going to come back and win consecutively."
In 2024, Wallen entered a '93 Mitsubishi Delica Overland. Upfitted with more than 50 products that run the gamut from exterior and overlanding enhancements to suspension and chassis modifications to wheels, tires, brakes, drivetrain, engine and transmission upgrades, the truck earned Wallen and his team their second best-in-show award.
Admittedly excited by the win, Wallen was especially proud of the acclaim he and his team received. "We said we'd win consecutively and it was a relief knowing what we accomplished. It showed our dedication to quality and detail. We had put so much time and effort into this build and winning the award created a huge amount of traction for us. Because the Delica is still manufactured and produced in Taiwan, we're getting calls from all over the world," he noted.
"These cars have been produced from 1993 to current day and they have the same bodies. This means we can design a template off a '93 and still sell [parts] for current models. We're the only company that makes aftermarket products for the Delica."
Other opportunities have come along in the past year or so as well, including a contract to manufacture laser-welded cat-back exhausts for Aero and a manufacturing partnership with Breezer Windows, which produces removable truck rear windows.
In reflecting on his successes, Wallen is grateful for the exposure and recognition he's received through the TORA program but acknowledges there was a learning curve. "Now that I've done a lot of work with manufacturers, I understand it much better than I did. Initially, it was difficult because they're looking for wholesale distributors," said Wallen.
"As a builder, I'm doing only single units. So it took a lot of effort for companies to understand what we can do with our skills and experience. We can take their newest product line, showcase it at SEMA, win an award and build their brand and prestige. It's a great opportunity for us and for them."
What's next for Wallen? He's already planning how to make it three in a row. To learn more about the TORA program or to receive an application, email Waddingham at deniselw@sema.org.