By Beth Brennan, Kahn Media

 

The automotive aftermarket industry presents unique challenges for women, often requiring them to navigate leadership roles in a predominantly male-dominated space. To address these challenges, the SEMA Businesswomen's Network (SBN) is hosting the Women's Leadership Forum from March 11–13, 2025, at Hotel Landy in Orlando, Florida. This three-day event is designed to empower women through a blend of education, inspiration and connection, helping them thrive in their careers while building meaningful professional relationships.

The forum offers a career-transforming experience, combining expert-led keynote sessions, interactive workshops and networking opportunities. Attendees will explore a range of topics, including emotional intelligence, high-performance leadership and goal setting. With sessions tailored to both personal development and leadership growth, participants will leave equipped with actionable skills and fresh insights to advance their careers.

The Women's Leadership Forum is specifically designed to tackle the hurdles women often face in the workplace, from advocating for their ideas to establishing their presence in leadership roles. By fostering a supportive and inclusive environment, the event creates opportunities for women to share their stories, celebrate their successes and connect with others who share similar experiences.

Past participants have praised the event for its intimate conversations and collaborative atmosphere, which encouraged both personal and professional growth. "The Women's Leadership Forum impacted me both personally or professionally in so many ways. I left feeling empowered and inspired. I cried during Erin King's discussion. All of the speakers really resonated with me personally and professionally. Not only am I a leader in my organization, but I also lead a family and a friend group. The discussions that I attended were applicable to many aspects of my life." said Aliceje Keyburn of Yamaha Motor Corp., who has attended the event for several years.

Beyond the educational sessions, the forum emphasizes the importance of building a community. Networking games, group discussions and one-on-one conversations make it easy for attendees to forge lasting relationships. These connections often evolve into valuable alliances that provide support, advice and opportunities long after the event concludes.

This year's forum also offers exclusive benefits for SBN members, who can attend at a discounted rate of $599, compared to the non-member rate of $799. With limited spots available, the event is a unique opportunity to invest in your future, grow your skills and enhance your professional presence.

The Women's Leadership Forum is more than an event--it's a chance to gain confidence, build a network of allies and develop the tools needed to succeed in a competitive industry. Don't miss this transformative experience. Visit sema.org/sbn-wlf to learn more and secure your spot today.

By SEMA News Editors
 

PRI Featured Products Showcase Highlights Best of Motorsports Parts Innovation
 

The Featured Products Showcase at the PRI Show returns with the hottest motorsports products and technology on display at the Indiana Convention Center, Dec. 12-14, 2024. Located at the ICC Capitol Connector--near the yellow hall, Capitol Cube hanging car, and Georgia Street entrance--the Featured Products Showcase offers media, buyers, decision-makers, and automotive professionals at the Show the opportunity to discover top products from leading racing and performance aftermarket brands in one single location.   

Innovation on Display 

From engine blocks and batteries to race gear and fuels, the showcase will spotlight top products submitted by PRI Show exhibitors from every segment of the industry. Buyers can explore cutting-edge innovations, gain insight into emerging trends, and see the latest advancements that can enhance racing performance and efficiency.  

"The showcase enables attendees to quickly identify products and solutions tailored to their needs," said PRI President Michael Good. "From there, they can visit the manufacturer's booth to check out the product up-close, ask questions, and learn how it works."  

A Must-See for Media  

For media and influencers, the showcase is a valuable resource for discovering popular motorsports products to share with their audiences. Each product includes information and descriptions to help visitors understand its relevance and potential impact within the market. This not only benefits those creating content but gives exhibitors opportunities to build relationships with media who are interested in their product, which can lead to increased brand exposure and ROI.  

Award-Winning Creations 

Happening throughout the days of the PRI Show are the Featured Products Showcase Awards. The awards feature an esteemed panel of racing industry professionals – consisting of track operators, sanctioning bodies, social media influencers, and media – selecting their favorite products on display. Top vote-getters receive the title of a Featured Products Showcase Award recipient, a crystal award, and their product name included in an article in PRI Magazine. 

"The Featured Products Showcase is a testament to the growth of the industry and its passion to innovate," said PRI General Manager Jim Liaw. "Those seeking to discover the latest cutting-edge performance products are encouraged to visit this exciting Show feature."  

All 2024 PRI Show exhibitors are eligible to participate in the Featured Products Showcase. Submissions made pre-show before the Dec. 6 early bird pricing deadline are $75 per product. After the deadline, exhibitors can enter product(s) in the Showcase onsite at the PRI Show (as space permits) at $100 per product. For more information, click here. To view a map leading to the PRI Show Featured Product Showcase, click here.

The PRI Show attracts attendees from all 50 states and all over the world, including professional race teams, retail shops, warehouse distributors, engine builders, fabricators, dealers, installers, jobbers, and media. To register for the 2024 PRI Show, secure hotel reservations, and for more information, visit PRI2024.com/Attend. 

 

PRI Show Expands Sim Racing Arena to Foster Motorsport Growth and Esports Excellence
 

The PRI Show, a cornerstone event in the motorsports industry, is proud to announce a significant expansion of its SIM Racing Arena Presented by SRO Motorsports Group and the U.S. Army at the 2024 Show, held Dec. 12-14 at the Indiana Convention Center and Lucas Oil Stadium. This dynamic, 43,000 square-foot hub featuring 85 booths will spotlight the burgeoning world of sim racing, offering attendees an immersive experience into the sport that bridges virtual and real-world motorsports.

Sim racing has experienced exponential growth, captivating enthusiasts worldwide with its accessibility and realism. It has become an essential gateway to motorsports, creating a virtual entry point to the thrill of racing and providing on-track drivers with an innovative platform to learn, train, and develop critical skills.

The racing simulator market is projected to grow from $500 million in 2024 to $1.1 billion by 2030 at a compound annual growth rate of 15.6%, according to a report by MarketsandMarkets. The growth is driven by advancements in hardware and software, as well as the increasing accessibility of racing simulators for both personal and professional use. Sim racing also plays a critical role in eSports, a sector that continues to expand with a global audience that's expected to reach more than 640 million by 2025.

"Sim racing is revolutionizing how people connect with motorsports," said Michael Good, President of PRI. "With our expanded SIM Racing Arena, we aim to inspire the next generation of racers and fans, creating opportunities for learning, competition, and collaboration across the industry."

Highlights of the Expanded Sim Racing Arena

• Cutting-Edge Simulators: Attendees will experience the latest in sim racing technology, including state-of-the-art rigs and peripherals that replicate the sensation of driving on world-class tracks.
• Interactive Coaching Sessions: Professional drivers and coaches will demonstrate how sim racing can sharpen driving skills, enhance race strategy, and prepare for real-world competition.
• eSports Racing Series: The area will feature live eSports racing events, showcasing top talent in head-to-head competitions. Attendees will also have the opportunity to participate in open qualifiers and test their skills against seasoned racers.
• Networking Opportunities: Industry leaders, sim racing developers, and professional racers will gather to discuss the future of sim racing and its integration into traditional motorsports.

This expansion underscores the PRI Show's commitment to innovation and education within the motorsports community. By highlighting sim racing's versatility as both an entertainment platform and a professional training tool, the Show continues to elevate its role as a leader in the industry.

Sim Racing Featured Exhibitors

This year's expanded sim racing area will feature a diverse lineup of exhibitors showcasing how sim racing connects technology, skill-building, and community engagement. From global motorsports organizations to innovators in simulation equipment and partner organizations, these exhibitors highlight the versatility and appeal of sim racing in modern motorsports.

Renowned for sanctioning both on-track and eSports races, SRO Motorsports Group will showcase its commitment to merging the physical and virtual worlds of racing. Attendees can learn about their global racing series and eSports championships, bridging traditional motorsports with cutting-edge technology. "SRO is a motorsports ecosystem, and eSports is an important part of that environment," said Greg Gill, President and CEO of SRO Motorsports. "PRI is unique because it allows us to showcase both on-track racing and eSports." SRO has three days of activities planned for the PRI Show, including a pro playoff invitational, featuring 16 of the top sim drivers that will be broadcast live on SRO and PRI social media channels. SRO will endcap the weekend with partner KUNOS Simulazioni's demo of its' game Assetto Corsa Evo in North America for the first time.

A leader in sim racing equipment, Advanced SimRacing will highlight its innovative tools, including interconnected seats that provide motion feedback and haptics, designed to help drivers improve their skills on track with its biggest display ever at the PRI Show. From high-performance racing simulators featuring partners Juncos Hollinger IndyCar, Mercedes AMG and others, to personalized training aids, their offerings cater to both aspiring and professional racers. "The PRI Show is motorsports central," said Marc-André Ladouceur, Chief Marketing Officer, Advanced SimRacing. "Exhibiting at the PRI Show helps us bridge the gap between sim and on-track motorsports and demonstrate sim's value as a training tool."

Podium 1 Racing was created by on-track racers looking to replicate the excitement of racing in a virtual environment. Through partnerships with multiple brands, Podium 1 creates a wide range of sim experiences for everyone from enthusiasts looking for another level of immersion to real-world professionals seeking an edge on track. "PRI is a huge motorsports event and motorsports is what we are," said Podium 1 Co-Founder Steve Paladino. "PRI helps us engage with the motorsports world where drivers use sim to improve, looking for tools to get better and faster." Podium 1 will bring multiple sim rigs to the PRI Show featuring from three-to-six degrees of freedom, including pitch, roll, heave, yaw surge and sway – even harnesses that pull on the drivers.

By bringing a sim racing team to the event, the U.S. Army demonstrates how a shared passion for motorsports and simulation technology helps it connect with the public. Their presence emphasizes the role of sim racing in fostering community, teamwork, and skill development while engaging with fans through interactive activities and competitions. Members of the U.S. Army eSports team, made up of full-time, active-duty soldiers will be on hand not only to compete against each other and PRI Show attendees, but to demonstrate that personal passions and military service can coexist. "It's important for people to understand that your individual passions can continue and grow after joining the Army," said Maj. Andy Ainslie. "Participating in the PRI Show helps America's Army connect with America's people through a shared passion for motorsports."  

The PRI Show attracts attendees from all 50 states and all over the world, including professional race teams, retail shops, warehouse distributors, engine builders, fabricators, dealers, installers, jobbers, and media.

To register for the 2024 PRI Show, secure hotel reservations, and for more information, visit PRI2024.com/Attend.

 

Andy Lally Named Trans Am Series President

The Trans Am Series has named Andy Lally as its new president.

A motorsports veteran with more than 30 years of experience on the race track, the appointment comes as Lally announces his retirement from on-track competition.

Lally will report to Parella Motorsports Holdings (PMH) COO Michael Printup, who has led the Trans Am series since April 2024.

The Trans Am Series will begin its 59th year of competition at Sebring International Raceway in Florida, February 20-23, 2025.

For more information, visit gotransam.com.

Genesis Launches WEC, IMSA Prototype Program

 

Genesis, the luxury vehicle brand owned by Hyundai, has officially announced its new LMDh prototype program that will compete in the World Endurance Championship (WEC) and IMSA.

Officially dubbed Genesis Magma Racing, the team will field a two-car entry in WEC beginning in 2026, then expand into IMSA in 2027. The GMR-001 Hypercar, revealed at an event in Dubai, is based on an ORECA Motorsport chassis.

Additionally, Cyril Abiteboul, president of Hyundai Motorsport, will serve as team principal for Genesis Magma Racing, while sportscar veterans André Lotterer and Luis "Pipo" Derani will lead the two-car effort from behind the wheel in 2026.

Ahead of its WEC debut in 2026, the team will collaborate with IDEC Sport to field an LMP2 entry in the 2025 European Le Mans Series.

The team will operate out of headquarters at Circuit Paul Ricard in France, leveraging its proximity to ORECA Motorsport and IDEC Sport, the team said.

For more information, visit genesis.com.
 

Toyota Ending NHRA Participation After 2025

Toyota will be ending its NHRA participation after 2025, according to published reports.

Toyota, which has been in the series since 2002, has been providing Toyota-backed teams with tow vehicles, and engineering, technology and trackside support.

"Our NHRA Drag Racing involvement has brought much success and pride across our entire organization," Paul Doleshal, group manager, motorsports, Toyota Motor North America, told media outlets. "Our NHRA drivers and teams have truly become part of our Toyota family. We look forward to competing for more wins and championships with our supported teams in the upcoming season, and we will work diligently along the way to make sure each team and driver have the tools necessary to compete at the highest level for the years to come."

The manufacturer currently supports six teams in the top-level NHRA Mission Drag Racing Series and won its first NHRA Manufacturers Cup in 2024.

For more information, visit toyota.com.

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Got racing industry news? Releasing a new product? Contact editors@performanceracing.com. Read more racing industry news on performanceracing.com/industry-news. 

By SEMA News Editors

BOLT Lock Names Bowdoin Marketing's Mahaney 2024 Sales Representative of the Year

 

BOLT Lock has named Bill Mahaney of Bowdoin Marketing as its 2024 Sales Representative of the Year. The company presented Mahaney with the award at the 2024 SEMA Show.

Mahaney is based in Elkhart, Indiana, and represents BOLT Lock in northern Ohio, northern Indiana, western Pennsylvania and all of lower Michigan. He has been affiliated with Bowdoin Marketing for 17 years.

"He aggressively works his territory and exhibits excellent communication skills with us, the manufacturer, as well as with his retail customers," said BOLT Lock Sales Account Manager Jason Buckles. "Bill tirelessly promotes our BOLT Lock product line at industry events as well as consumer shows. He has done an exemplary job of supporting our brand."

For more information, visit boltlock.com.

Don Kyatt Group Expands Into North America

 

The Australian Don Kyatt Group is expanding into North America with its Terrain Tamer and Flashlube brands after opening a new warehouse in Stockton, California.

Georg Esterer, a former operator of Californian business Cruiser Brothers, a Terrain Tamer reseller for the past 10 years, will manage the facility.

Along with Terrain Tamer's four-wheel drive parts, the California warehouse will also stock the company's Flashlube products, offering a range of lubricants, additives, grease and preventative engine maintenance hardware such as diesel pre filters and catch cans.

For more information, visit donkyatt.com.au.

Genesis to Open California Design Studio in 2025

 

Genesis, the Hyundai-owned luxury brand, is planning to open a new design studio in California in the first quarter of 2025.

Genesis Design California, which will be located in El Segundo, California, will span 80,000 sq. ft. and house 45 employees, the company said.

“Genesis is a leader in automotive design,” said Luc Donckerwolke, chief creative officer of Genesis. “We take pride in always innovating and looking for inspiration in our everyday lives. The climate, cultural arts and automotive scene in Los Angeles has offered us the possibility to create a dynamic and attractive work experience by integrating nature and light into the work and creative spaces.” 

Features of the studio will include:

• A modern tea platform in the lobby space
• Colors, materials and finishes studio 
• Clay modeling workshop 
• Digital design lab 
• Library
• Open workspace featuring a variety of collaborative breakout spaces and flexible seating 
• Large, bright office and conference spaces 
• Private spaces enclosed in soft acoustic felt for a calming experience 
• Outdoor spaces and lounge areas inspired by traditional Korean gardens and the outdoor aesthetic of southern California 
• An upper-level patio that can accommodate various uses, such as events and dining

For more information, visit genesis.com.

By Ashley Reyes

 

The SEMA Future Leaders Network (FLN) has named Daniel Roethle, mechanical engineer at The Coats Company, as the network's newest spotlight member. 

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

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

Daniel Roethle: The best advice I received is that doing nothing or not making a decision is a choice just as much as doing something. And by not acting so you don't make a mistake, the problem will not go away and you're still responsible for making a choice.

SN: What keeps you in the industry? 

DR: I see a lot of opportunities to learn new things and keep growing my skillset as a designer and an engineer.

SN: Where can you be found on a Saturday? 

DR: I'll often be found competing or helping run events in Brazilian Jiu-Jitsu or hiking outdoors.

SN: How do you prepare for an important meeting? 

DR: For planned meetings, I generally have a fallback of bullet points or focused questions to make sure I stay on track if I forget something in the pressure of the meeting.

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

DR: Honestly, I would have loved to meet Nikola Tesla and tell him he has a car company named after him, what his impact has been, and just hear all of his ideas for the future and write them down.

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

By the SEMA Automotive Restoration Market Organization

 

The 2024 Japanese Classic Car Show (JCCS) in Long Beach, California, was an incredible experience as the SEMA Automotive Restoration Market Organization (ARMO) was welcomed by Japanese Domestic Market (JDM) car enthusiasts and Show presenters with excitement. If you're wondering why ARMO chose this event, it's part of our strategy to include all makes and models of cars into our restoration family.

When restoring a car, we can all benefit from what SEMA and ARMO has to offer the industry--high-quality Show experiences, first-class networking, relevant education sessions, marketing opportunities and more. If you know of a JDM parts manufacturer or restorer, we'd love for you to share information about ARMO with them or pass their information along to us and we'll contact them.  

If you're interested in getting more involved with ARMO and the restoration industry, email ARMO Council Director Marcy Yanus at marcy@sema.org. We always need people to help plan events, reach out to members, recruit new members, determine education needs and serve in leadership roles.

By Ashley Reyes

 

The SEMA Future Leaders Network (FLN) is hosting a virtual General Membership Meeting on Thursday, December 19, at 10:00 a.m. PDT, during which select committee leaders will share important updates about FLN’s member benefits.

The meeting is open to current and prospective members and will enable attendees to discover resources designed to help young aftermarket professionals succeed in the industry. Attendees will hear about upcoming networking events, volunteer opportunities and educational webinars. Additionally, new details will be shared about the FLN Professional Development Program (PDP) which has expanded to include two unique leadership trainings in May 2025.

FLN membership is open to individuals under the age of 40 work for a SEMA member company. If this sounds like you, don’t miss this opportunity to grow your career and network by getting more involved.

Register here.

By SEMA News Editors

For the first time ever, SEMA Magazine is now available to everyone at no cost in a digital format. While previously only available in print to SEMA business members, the publication is now available digitally across the globe. Whether you're an industry member staying on top of trends or an enthusiast interested in learning more about the specialty-equipment market, the digital magazine is available in current and past issues.

Below is a step-by-step guide to claiming your free digital subscription on your phone.

Visit the link below or scan the QR code to claim your coupon voucher:

Claim your free SEMA Magazine digital subscription here.

 

 

Fill in the mandatory fields and three questions regarding your automotive interests.
 

 

Hit subscribe to claim your free subscription. Now, you're able to activate your account by downloading the SEMA Magazine app. Tap the IOS link for Apple devices and Google Play for others.

 

 

Download the app and open it to bring you to the home page. On the bottom right, hit "Profile" to sign up using the same email address you used to claim your coupon.

 

Once you sign up, you'll have full access to a year's worth of valuable industry knowledge and insights. Get to reading!

Be sure to sign up for notifications on the latest issue coming in January, featuring highlights you might have missed from the 2024 SEMA Show and so much more.

Questions? Contact members@sema.org or call 909-610-2030.

By Ashley Reyes

 

SEMA has issued a call for speakers for the 2025 SEMA Show, which will take place in Las Vegas on November 4–7, 2025. Innovative thought leaders and dynamic presenters who can share new skills and trends targeted to the automotive aftermarket are invited to apply at semashow.com/speakers.

Organizers are seeking experts who can facilitate new ideas, technologies and expertise at sessions that will help industry members take their businesses and careers to the next level.

The educational sessions make up one of the key pillars of the SEMA Show, where thousands of industry professionals convene to learn new business strategies and best practices. The SEMA Show education program provides relevant, engaging and inspiring information on the industry's complex issues and topics.

Topics of focus for 2025 include:

• Aftermarket updates and future trends
• Emerging and executive leadership
• Legislative and regulatory
• Sales and marketing
• Small-business strategy
• Vehicle technology
• Industry segment-specific topics

Speaker proposals for the 2025 SEMA Show must be submitted by January 31, 2025, at semashow.com/speakers.

For more details, contact Gary Vigil, SEMA senior manager of professional development, at garyv@sema.org or 909-978-6738.

By Natalie Simon

 

The 2024 SEMA Show is done and dusted, but that doesn't mean that we've come off the high yet.

There were so many events and networking opportunities that happened during the week and the SEMA Businesswomen's Network (SBN) had several touchpoints throughout the show.

North Hall featured the SBN booth, where members and guests could take some time to sit back, relax, charge their phones and get to know more about what SBN has to offer. If you didn't have the opportunity to visit, you missed out! But you still have the opportunity to become a part of SBN. Visit the SBN website, join our socials, and fill out a spotlight! Also, don't forget about the 2025 Women's Leadership Forum in Orlando, Florida, on March 11–13, 2025.

SBN hosted a lot of great events throughout the week at the SEMA Show:

"Empower Yourself: Harnessing the Potential of AI for Women in the Automotive and Specialty-Equipment Market, Powered by SBN" was a beginner's introduction to artificial intelligence (AI) in its many forms and reviewing how it could be tailored to your benefit. In this course, Lauren McCullough, CEO at Tromml, provided real-world experiences and interactive sessions and leaned into the tools that we have available to make AI for our industry and the work that we do!

 

On Tuesday evening, SBN hosted their reception, which provided a great networking opportunity for people inside and outside of SBN. We also awarded Rebeca Olavarrieta the #SheIsSEMA Woman of the Year Award – an award that is greatly cherished and sought after. Olavarrieta's dedication, leadership and hard work shine through her smile and all that she has done for SEMA and SBN. She's committed to excellence with everything that she does. Congratulations to Rebeca!

The "Network Effect" session, hosted by SBN, provided an area for women in the industry to network and connect with each other. This is always a great opportunity for anyone who attends--opening up paths and opportunities for career expansion, business idea flow and a good old-fashioned conversation.

 

Lastly, Gear-Up Girl is always an event that we look forward to! This girls-only event is for female automotive professionals to connect with other female students looking to get more involved in the industry--and provides another networking opportunity for professionals to share their words of wisdom, paths to success and any tips of the trade. Best of luck to all of the students who attended! We look forward to hearing from you and what tips and tricks worked for your journey.

We know that the 2025 SEMA Show will be here just as quickly as the 2024 Show passed--and we're all looking forward to another great year. Cheers to a fantastic finish to 2024 and we wish you a great 2025!

By SEMA News Editors

 

Hyundai Motor Company and Kia Corporation have unveiled their wearable robot 'X-ble Shoulder,' a device that, just by being worn, can increase workers' efficiency and reduce musculoskeletal injuries.

The X-ble Shoulder is an industrial wearable robot developed by Hyundai Motor and Kia's Robotics Lab. When used in 'overhead work' where the arm is raised, it can assist the user's upper arm muscle strength and reduce the burden on the upper extremity musculoskeletal system.

According to Hyundai, the X-ble Shoulder can reduce shoulder load by up to 60% and anterior/lateral deltoid muscle activity by up to 30%. The device is made from carbon composite and wear-resistant materials used in high-end vehicles.

The companies plan to apply the technology to Hyundai Motor and Kia's production and maintenance departments. Then, from the mid-'20s onward, they plan to expand sales not only to the 27 affiliates of Hyundai Motor Group but also to external companies. In 2026, they aim to enter overseas markets, such as Europe and North America, based on domestic South Korean market sales experience, and plan to expand sales to other industries, such as construction, shipbuilding, aviation, agriculture and automobiles.

For more information, visit hyundaimotorgroup.com.