Truck culture is at the heart of the Truck & Off-Road Alliance (TORA). From its earliest days as the Truck Cap Industry Association, which later morphed into the Truck Cap & Accessory Association, to its more recent identity as the Light Truck & Accessory Alliance (LTAA), the group has continually maintained a forward-thinking approach to embracing businesses that can benefit from and contribute to the success of the industry.

When it was announced late last spring that the Light Truck Accessory Alliance (LTAA) had joined forces with the off-road segment and renamed the council the Truck & Off-Road Alliance (TORA), it signaled both a reaffirmation and a new beginning.

From the moment the doors to the SEMA Show swing wide, the buzz throughout the exhibit halls is always one of excitement and anticipation. For truck-accessory and off-road aficionados, there was more reason than ever to rejoice, as it marked the first time that the two allied market segments were joined together at the Show as the Truck Accessory and Off-Road Alliance (TORA).

In a strategic move that recently united the traditional light-truck accessory market and the burgeoning off-road segment into a potent coalition, the Truck & Off-Road Alliance (TORA), formerly the Light Truck Accessory Alliance (LTAA), is poised to shine at the SEMA Show.

It’s official. Against an awe-inspiring backdrop of towering red rock formations for which Moab, Utah, is renowned, the light-truck and off-road communities celebrated the rebranding of the Light Truck Accessories Alliance (LTAA) into the more inclusive Truck & Off-Road Alliance (TORA) at an official launch party on April 18.