Roger Penske gave up a successful racing career to open his first car dealership in 1965, but that didn’t keep him away from the track.

For the 2009 SEMA Show, the association not only strove to deliver on its proven traditions but also aimed to introduce new avenues for success.

With the clock ticking and under intense pressure, four teams of high-school students pitted their skills against each other as they disassembled and rebuilt high-performance Chevy 350 engines at the first-ever Hot Rodders of Tomorrow Engine Challenge.

Roy Littlefield, executive vice president of the Tire Industry Association (TIA), gives lectures to students as part of his “hobby”—a job as an adjunct professor of politics and American history at Catholic University in Washington, D.C.

When his software company asked him to become vice president of operations for a newly acquired tire industry company, tires had “no appeal for me whatsoever,” said Wayne Croswell.

From A–Z, the companies that had the South Hall rolling.

With more than 290 exhibitors showcasing and 110 new product registrations within the Tires, Wheels & Equipment section of the 2009 SEMA Show, it is apparent that this segment of the specialty-equipment industry remains one of the most popular with vehicle enthusiasts.

Thousands of buyers from the tire and wheel market spent a portion of their 2009 SEMA Show week scanning bar codes from the New Products Showcase and visiting exhibitor booths to identify the next must-have tire and wheel gear for their local markets.

No single element can change the look of a car or truck like a set of tires and wheels.

This custom-built Ford F-150 is not something that can be easily picked up at the dealer lot.