From the SEMA Washington, D.C., office

It's been an interesting month for outdoor enthusiasts, with under-the-radar Interior Secretary Doug Burgum suddenly central to several headlines involving organizations who previously endorsed his cabinet nomination. SEMA was among those organizations that endorsed Burgum in December. We're not backing away from that decision now.  

SEMA is working to build strategic alliances in the off-road community, rather than alienate our potential partners. It's been an important last few days in service to that effort. 

When SEMA endorsed the former North Dakota governor, we did so from a position of significant credibility in the fight to preserve access to outdoor recreation spaces for our motorized, off-road recreation community. We reviewed then-Governor Burgum's nomination and were impressed with what we found. We've not wavered from that position, even as other organizations loudly capitulate to activists who call on them to withdraw their support based on misinformation. 

SEMA believes in building partnerships and establishing strong working relationships with key decision-makers at the federal level who have a significant voice over motorized off-road access. That's why SEMA staff were at the table just this week, meeting with Secretary Burgum and his staff in Washington, D.C., to share the perspective of our members and the nation's millions of off-road enthusiasts. You don't get that invitation without first establishing serious credibility in the space, and SEMA has carefully and diligently worked to maintain our position as the leading voice for the off-road community. We have a lengthy, credible track record of work in service of protecting public land access. 

We're also in the trenches, engaging directly with enthusiasts--which we count ourselves as. This past week, SEMA board members and staff had a strong presence at the Easter Jeep Safari in Moab, Utah, hitting the trails and taking part in Tread Lightly!'s service project to build fence lines for the Bureau of Land Management.  

We're entering a pivotal time in the fight to preserve motorized access to our outdoor spaces, and it is important to have friends in high places who will listen to our messages. SEMA continues to stand by our endorsement of Secretary Burgum in his role leading the Department of the Interior. We remain steadfast in our belief that the Trump Administration and Secretary Burgum are and will remain important allies in the effort to preserve and expand access to outdoor spaces and public lands for the nation's millions of outdoor enthusiasts. 

Here's our promise to the off-road community: We'll continue to support our members and the nation's diverse, passionate community of outdoor enthusiasts. We embrace all who love the outdoors--whether you drive trucks on tough trails, speed motorcycles through the desert or just love camping and hiking in the wilderness. That's why we support vehicle choice over electric vehicle (EV) mandates (which the Trump Administration fervently backs)--because the off-road community will be among the most impacted if you're told you can only drive EVs. That's why we support right-to-modify legislation and protections because you know what it takes to get your vehicle in shape to traverse our great off-road areas. And that's why we helped secure the passage of new laws to maintain motorized access to public lands and outdoor spaces, like the EXPLORE Act because we need more bipartisan action to preserve our ability to do the things we love. 

If you have questions, please contact Matt Daigle, SEMA's director of communications for the D.C. office, at mattd@sema.org. 

From the SEMA Washington, D.C., office

It's been an interesting month for outdoor enthusiasts, with under-the-radar Interior Secretary Doug Burgum suddenly central to several headlines involving organizations who previously endorsed his cabinet nomination. SEMA was among those organizations that endorsed Burgum in December. We're not backing away from that decision now.  

SEMA is working to build strategic alliances in the off-road community, rather than alienate our potential partners. It's been an important last few days in service to that effort. 

When SEMA endorsed the former North Dakota governor, we did so from a position of significant credibility in the fight to preserve access to outdoor recreation spaces for our motorized, off-road recreation community. We reviewed then-Governor Burgum's nomination and were impressed with what we found. We've not wavered from that position, even as other organizations loudly capitulate to activists who call on them to withdraw their support based on misinformation. 

SEMA believes in building partnerships and establishing strong working relationships with key decision-makers at the federal level who have a significant voice over motorized off-road access. That's why SEMA staff were at the table just this week, meeting with Secretary Burgum and his staff in Washington, D.C., to share the perspective of our members and the nation's millions of off-road enthusiasts. You don't get that invitation without first establishing serious credibility in the space, and SEMA has carefully and diligently worked to maintain our position as the leading voice for the off-road community. We have a lengthy, credible track record of work in service of protecting public land access. 

We're also in the trenches, engaging directly with enthusiasts--which we count ourselves as. This past week, SEMA board members and staff had a strong presence at the Easter Jeep Safari in Moab, Utah, hitting the trails and taking part in Tread Lightly!'s service project to build fence lines for the Bureau of Land Management.  

We're entering a pivotal time in the fight to preserve motorized access to our outdoor spaces, and it is important to have friends in high places who will listen to our messages. SEMA continues to stand by our endorsement of Secretary Burgum in his role leading the Department of the Interior. We remain steadfast in our belief that the Trump Administration and Secretary Burgum are and will remain important allies in the effort to preserve and expand access to outdoor spaces and public lands for the nation's millions of outdoor enthusiasts. 

Here's our promise to the off-road community: We'll continue to support our members and the nation's diverse, passionate community of outdoor enthusiasts. We embrace all who love the outdoors--whether you drive trucks on tough trails, speed motorcycles through the desert or just love camping and hiking in the wilderness. That's why we support vehicle choice over electric vehicle (EV) mandates (which the Trump Administration fervently backs)--because the off-road community will be among the most impacted if you're told you can only drive EVs. That's why we support right-to-modify legislation and protections because you know what it takes to get your vehicle in shape to traverse our great off-road areas. And that's why we helped secure the passage of new laws to maintain motorized access to public lands and outdoor spaces, like the EXPLORE Act because we need more bipartisan action to preserve our ability to do the things we love. 

If you have questions, please contact Matt Daigle, SEMA's director of communications for the D.C. office, at mattd@sema.org. 

By SEMA News Editors

Planning for the 2025 SEMA Show, November 4-7 in Las Vegas, is well underway, but with Show organizers looking ahead to the booth space selection process that will begin on Tuesday, April 29, the deadline to ensure your brand is able to take part in the process is approaching quickly.

Luckily, if your brand still needs a booth, there's still time to secure your spot on the 2025 SEMA Show floor, the best place to discover new domestic buyers and get your brand in front of influential members of the media. Learn more at semashow.com/exhibitor and sign up here. 

Below are some best practices for exhibitors to consider as we approach the process that designates where exhibitors will be on the Show floor.

• If You Want Someone Else to Select for You

Fill out the proxy form at semashow.com/proxy.

If you, or your designee, are not available when called, the best available space will be selected for you by Show Management.

• Review the Online Floorplan Early

The 2025 SEMA Show floorplan will be available for viewing at SEMAShow.com/floorplan on Friday, April 25.

• Open the Online Floorplan Before the Call

The floorplan is updated approximately every 30 minutes during space selection process, so you must refresh your browser before your call time.

• When We Will Call You

You will receive an email with the date and time of your appointed selection call with a SEMA sales representative.

Note: you may be contacted up to 15 minutes prior and 30 minutes after the assigned timeframe. We will not call before 8:00 a.m. PDT.

You will be selecting at the same time as other companies, so it is imperative that you be ready to select your exhibit space at the time you are called. If possible, have all decision-makers on the call to review your options.

• Confirm Your Space

Check the online floor plan 30 minutes after you select your booth to ensure your company name is in the booth you selected. We will also send you a confirmation letter shortly after you choose your space. Please review the letter carefully to ensure you received the space agreed upon over the phone. We will include a pillar diagram if any pillars affect your booth.

• Plan Your SEMA Show

After your booth is secured on the floorplan, it's now time to plan for a successful SEMA Show. The sooner you plan, the better. SEMA News will cover the best tips and practices in the coming months, but note that the Exhibitor Summit, a free program from June 25-27 in Vegas, is 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.

Questions? Call 909-396-0289 or email sales@sema.org

By SEMA News Editors

It just got easier to navigate the SEMA Show and Las Vegas attractions. The Boring Company has announced the opening of the new Encore Station, the third public station connecting directly to the Las Vegas Convention Center (LVCC) and the SEMA Show, November 4-7, 2025.

Located above ground next to Encore Las Vegas' North Valet area, the new station connects to the brand-new surface-level station at LVCC's Central Plaza Station. From there, it's just a short walk from Central Plaza across Silver Lot to Central Underground Station, where SEMA Show attendees can access the rest of the LVCC campus free of charge.

Riders using any Vegas Loop public station, like the new Encore Station, will require a ticket purchase. Though once at the LVCC, all five Vegas Loop LVCC stations are free of charge: South Station, Central Underground Station, Central Plaza Station (connects to Encore Las Vegas), West Station and the Riviera Station.

Transfer information:

• To Encore from any LVCC station (West, Riviera, South): Take a Loop ride to Central Underground Station, transfer via a short walk to Central Plaza Station, then ride to Encore Station.
• From Encore to other LVCC stations: Ride from Encore Station to Central Plaza Station, then walk across Silver Lot to Central Underground Station to connect to West, Riviera, South, Westgate or Resorts World Stations.

Note: Hours may vary by event. View the most up-to-date schedule at lvloop.com/operating-hours and learn more at lvloop.com/tickets.

Attendee registration for the 2025 SEMA Show will open Monday, April 28. Learn more at semashow.com/attendee.

Story and photos by Andreas Conradt, Automedia

Mazda is stepping up its electric offensive, as the Japanese manufacturer is working on a long list of innovations related to sustainable mobility.

After the recent commercial launch of the new Mazda 6e in Europe, the company is now focusing on the next electric vehicle (EV) to be added to its range: the Mazda CX-6e.

Recently spotted testing in Germany by SEMA News sources, Mazda's new EV will be an SUV, and will play an important role in the company's electrification process.

Mazda unveiled the Arata concept at the Beijing Motor Show in 2024, and positioned the vehicle as a preview of a future production model. Additionally, the SUV shared the stage with the EZ-6, the model used as the basis for the Mazda 6e.

According to sources, the production version of the Arata will be known as the CX-6e, hinting at the positioning of the model just about the current Mazda CX-5. The unveiling, if all goes to plan, will be at the Shanghai Motor Show in 2025.

Available with different powertrains, the new CX-6e will have an approved range of more than 340 miles, according to sources.

By SEMA News Editor

SKF Names New President of NA Vehicle Aftermarket

SKF has named DJ Kimsey its new president of vehicle aftermarket for North America. In this role, Kimsey will oversee the Swedish company's North American sales, marketing, operations and product management. He will be based at the region's headquarters in Blue Bell, Pennsylvania.

"We're excited to welcome DJ Kimsey as our new president of vehicle aftermarket North America," said Olaf Henning, SKF general manager and head of global aftermarket. "With [more than] 20 years of experience, DJ brings invaluable expertise to our team. His leadership and familiarity within the North American aftermarket will be instrumental in strengthening and expanding our business."

"I am thrilled to join the SKF team and have already had the opportunity to learn so much about our products, customers and partners from the team," said Kimsey. "I look forward to expanding our business across North America by providing the innovative solutions SKF is known for worldwide."

Before joining SKF, Kimsey was the director of controlling--aftermarket for the MAHLE Group.

For more information, visit skf.com/us.
 

All-New Mothers California Gold Ceramic Line, Plus 30% Off For National Car Care Month

Mothers, the car care and solutions brand based in Huntington Beach, California, has introduced an all-new line called the California Gold Ceramic line. And to celebrate National Car Care Month, customers can get the entire lineup of California Gold Ceramic for 30% off at Mothers.com.*

The California Gold Ceramic family includes three products that can be used individually or as a complete system: Ceramic Wash & Wax, Ceramic Paint Correction and Ceramic Spray Wax. Together, they deliver a deep, lustrous shine while creating a hydrophobic shield that protects the paint without the cost or complex application procedures of professional ceramic coatings.

"Ceramic coatings have long been seen as complicated and costly," said Dennis Holloway, CEO of Mothers. "We created this line to change that. Whether your vehicle has existing protection or none at all, California Gold Ceramic can be used to deliver a lasting shine, UV protection and water-beading in a simple process."

Each California Gold Ceramic formula is engineered to be user-friendly and compatible with all paint types:

• California Gold Ceramic Wash & Wax (#05650) – The ultra-slick, super-sudsy formula is optimized for ceramics and is foam-cannon ready. It produces spot-free, streak-free results, and is pH neutral, eco-friendly, and infused with a refreshing watermelon scent.
• California Gold Ceramic Paint Correction (#01712) – This breakthrough formula removes scratches, oxidation, water spots, swirls, holograms and other imperfections from your vehicle's paint with ease. You can use it by hand or machine to restore the brilliance to your paint or ceramic coating, while adding gloss and depth.
• California Gold Ceramic Spray Wax (#05766) – Whether your paint is currently protected by a wax, a sealant, a ceramic coating, or not protected at all, this user-friendly formula provides extreme depth and shine, as it creates a super-hydrophobic coat of ceramic protection.

Whether you're washing your weekend cruiser or daily commuter, the California Gold Ceramic line is designed to deliver that just-detailed look with pro-level results. The Mothers California Gold Ceramic line is available now at Advance Auto Parts, AutoZone, The Home Depot, Amazon.com and other leading retailers. For more information, visit Mothers.com, or check out how-to videos and tips at Mothers' DetailGuide.com.

*The 30% introductory discount on Mothers ® California Gold ® Ceramic products runs from April 15, 2025, to May 4, 2025, exclusively at mothers.com while supplies last.

By SEMA News Editors

While previously only available in print to SEMA business members, SEMA magazine is now available to everyone in a digital format, including the latest issue filled with valuable insights on current industry trends, profiles on aftermarket figures and much more.

The May/June Culture Issue dives into the vibrant culture of the aftermarket, featuring the people, events and trends fueling the common passion that unites the industry. In this edition, read up on the 2024 Battle of the Builders winner, get an in-depth look inside King of the Hammers, learn about how SEMA+ is connecting with enthusiasts through advocacy and engagement and much more.

As a reminder, SEMA magazine is now available to everyone--at no cost--online by claiming your complimentary subscription. Haven’t claimed yours yet? Here’s how:

• Claim your coupon voucher HERE
• Fill in the mandatory fields and questions regarding your automotive interests
• Subscribe
• Download the SEMA magazine app
• Sign in to access a year's worth of valuable industry knowledge
• Start reading!

For step-by-step instructions on how to claim your free SEMA magazine subscription, click HERE.

By Ashley Reyes

The SEMA Businesswomen's Network (SBN) is expanding its presence at the 2025 SEMA Show with an all-new space that will unite, educate and highlight women in the automotive aftermarket industry. SBN is accepting applications from businesses and organizations (must be 51% women-owned and involved in the day-to-day operations and long-term decision-making) that are exhibiting at the SEMA Show that can host educational or networking activations within the SBN booth during Show week. 

Hosting an activation in the booth offers multiple benefits: 

• Increase Your Brand Visibility 
  • Gain industry exposure for your women-owned brand beyond your SEMA Show booth. 
• Network With Women Leaders  
  • Connect with influential women throughout the week and foster meaningful relationships. 
• Highlight Your Women-Driven Initiatives  
  • Host interactive experiences, educational workshops or discussions that showcase your company's expertise and industry contributions. 
• Associate Your Organization With a Positive Cause 
  • Demonstrate your company's commitment to advancing women in the automotive aftermarket. 
• Engage With Top Talent 
  • Meet skilled women in the automotive industry and possibly recruit your next great hire. 

To learn more about this opportunity and submit your organization's name, visit this link. 

Contact SBN Council Director Nicole Bradle at nicoleb@sema.org with any questions. 

By SEMA News Editors 

SEMA has unveiled an evolved mission statement to set the association's direction as it aims for a greater leadership position in the industry: SEMA's mission is to foster the success of the automotive aftermarket. 

The previous mission statement was adopted by the Board of Directors in 1992, and it's served the association and the automotive aftermarket industry well for 33 years. But as an industry that's built on innovation and change, the time had come to evolve this guiding principle to reflect the challenges and opportunities the aftermarket faces and how SEMA can help address them. 

"The threats to our industry have never been greater, and our mission statement focuses all of our resources on those threats," said SEMA Board Chairman Kyle Fickler. 

The first thing that stands out about the revised statement is the reference to the industry. While the previous mission statement singled out SEMA members and businesses, the updated version calls on SEMA to foster success for the automotive aftermarket.  

But that doesn't mean the association is shifting focus from its members. The updated mission statement broadens the focus to supporting members by asserting itself as an industry leader. By unifying, growing and protecting the industry as a whole, SEMA's members will prosper.  

Expanding this industry leadership role allows SEMA to be a coalition builder, uniquely capable of uniting other associations and automotive interest groups while serving as the source of truth for everyone in the industry--a rising tide that lifts all ships.  

"The new mission statement does a great job of summing up SEMA's focus. Our goal is to foster the success of the aftermarket, and that encompasses a lot," said SEMA Board Chair-Elect Melanie White. "This mission reflects our dedication to ensuring that our members have the confidence and tools they need to thrive in a dynamic market."  

Last December, after the conclusion of the SEMA and PRI Shows, Motor1 published an article with the headline, "SEMA is Becoming the Center of the Automotive Universe." That's a bold statement--and represents an exciting opportunity. It illustrates how the industry is starting to view SEMA, and how we are perfectly positioned to take on a greater leadership position. 

By SEMA News Editors

Housing reservations are now open for the 2025 SEMA Show, November 4-7, Las Vegas, and not only can you save on nightly rates by booking through onPeak, the SEMA Show's official housing provider, you can take advantage of reduced resort fees, too.

You won't find these deals anywhere else. See below for the list of hotels offering discounted nightly resort fees during your SEMA Show trip:

Note: Rates listed on the onPeak website include the resort fee. Click into each hotel to view resort fee inclusions. 

SEMA and onPeak have negotiated the best possible rates, giving Showgoers cost-saving benefits alongside a myriad of other perks, like fully flexible booking, possible hotel rewards points and group reservations at the best hotels in Las Vegas. SEMA Showgoers can only get the discounted rates when booking through the only official hotel provider, onPeak, here. 

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