DUQUION, IL (07.03.26) – Following the very successful LIMA Half Mile June 26 and 27th Lorin Morrell, KICKER Events, put the KICKER Subaru on the road for the #LivinLoudTour26 the next stop on the American FlatTrack Series at the Magic Mile in DuQuion, IL.
Thursday meeting at the Magic Mile before set on Friday.
The weekdays between the events were filled with stops at KICKER dealers along the way.
The 12volt Central Studios staff followed up with Lorin Morrell’s stop at Yong‘s Audio in Indianapolis. Adam Kim related “It was terrific to meet Lorin and check out the system in the Subaru. I was amazed at the overall sound quality while taking a seat in the Subaru. It was special to spend time with Lorin talking about the overall activity across the 12 V industry. KICKER is a strong line for our company and certainly appreciated Lorin’s stop at our store.”
The Kicker Subaru at Audio Visionz in Mount Vernon, IL with Kyla.
A photo with on Historic Route 66 in Litchfield, IL.
Another follow up contact was Audio Visionz with Kyla in Mount Vernon, IL. Recently Audio Visionz came back on board with
KICKER and Kyla related ” It was great to spend time with Lorin, getting a feel of the overall KICKER line, plus spending time with consumers that came to check out the action in the Subaru.” There are also many opportunities at their sister company Midwest Truck Accessories.
“As I was behind the wheel of the Subaru one of the highways was Route 66 that is now celebrating the 100th Anniversary. After a busy week on the road, today Thursday, It’s meetings at the track and we will be setting up at the Magic Mile at the DuQuion Fairgrounds outside of Chicago for the American Flat Track series this weekend.”
MURRIETA, CA (07.03.26) – Global Audio Marketing, the exclusive U.S. distributor of MUSWAY, is proud to announce that respected industry veteran and multi-time champion Mel Valadez has joined the MUSWAY USA team.
With more than three decades of experience in the mobile electronics industry, Mel brings an exceptional combination of technical expertise, sales leadership, dealer development, product training, installation knowledge, and championship-level competition experience. His addition marks another major step in Global Audio Marketing’s continued investment in building one of the fastest-growing premium mobile audio brands in the United States.
Mel Valadez
Building a Premium Brand Through Innovation
As Global Audio Marketing continues expanding MUSWAY throughout the United States, the company’s focus remains clear—bringing German engineering, cutting-edge technology, and world-class dealer support to dealers across the country. “At Global Audio Marketing, we’re not simply selling car audio products—we’re building a premium brand that dealers can believe in for years to come. MUSWAY is a German-engineered brand founded on innovation, technology, and uncompromising sound quality. Every product we introduce is designed to solve real installation challenges while delivering exceptional performance.
Just as important as the products is our commitment to our dealers. We believe our success is measured by their success. That’s why we invest heavily in training, technical support, marketing, and maintaining strong dealer margins that allow our partners to grow profitable businesses.
Mel shares that same philosophy. His passion for education, integrity, and helping dealers succeed makes him a perfect fit for the future we’re building.”
— Andrew Bishara, CEO, Global Audio Marketing
Leading Dealer Growth Across the South Central United States
Mel will oversee dealer development and support throughout Texas, Arkansas, Oklahoma, and Louisiana, focusing on new dealer acquisition, product training, DSP education, technical support, and strengthening relationships with retailers and installers.
A New Chapter
“I’ve dedicated over 30 years of my life to this industry because I truly love it,” said Mel Valadez. “Joining Global Audio Marketing and representing MUSWAY is an incredible opportunity. I’m excited to help build one of the industry’s most exciting premium brands while supporting dealers and sharing products I truly believe in.”
The Future of MUSWAY USA
Global Audio Marketing continues to expand its national presence through an experienced sales organization, comprehensive dealer support, technical training, and a strong commitment to customer service. The addition of Mel Valadez reinforces that commitment and represents another important milestone in establishing MUSWAY as one of the premier high-end mobile audio brands in the United States.
About MUSWAY
Inspired by the philosophy “Music Is The Way,” MUSWAY is a German-engineered premium mobile audio brand dedicated to creating innovative solutions for today’s automotive enthusiast. Combining advanced DSP technology, award-winning amplifiers, premium loudspeakers, and intelligent system integration, MUSWAY delivers exceptional sound quality without compromise.
STILLWATER, OK (07.03.26) – Lori Boyer, KICKER’s Southeast Regional Sales Manager, has been named by the editors of Boating Industry magazine to its prestigious roster of 2026 “Women Making Waves.”
This major awards recognition, now in its ninth year, recognizes outstanding women leaders from all segments of the North American boating industry. Boyer was one of 30 nominees tapped for this honor and profiled in a feature story alongside all winners in the latest edition of Boating Industry magazine. A special event celebration to present the awards is slated for later this year.
Lori Boyer
“We are very proud of Lori’s outstanding recognition among her peers and appreciate the countless contributions she has made in her 38 years at KICKER,” said KICKER CEO Steve Irby. “Lori has certainly been a trailblazer and a highly dedicated member of the KICKER team. She has always focused on developing herself as an individual and a team member. Her dedication to product knowledge and expertise has made her a trusted and highly valued leader. We are very pleased by her significant distinction and well-deserved recognition.”
Boyer began her career as a file clerk at KICKER in 1988 and has proven her capability with eight progressive roles within the organization, each assuming new areas of responsibility. For the past 11 years, she has served as the southeast regional sales manager – the first female aftermarket manager in the company’s history – with responsibilities for ongoing communications and strategic 1:1 partnership collaboration to help customers increase sales and improve profitability.
“I am so honored to be included among this group of outstanding women in the marine industry and very much appreciate the nomination and recognition,” said Boyer. “I’ve thoroughly enjoyed my career at KICKER and the continued opportunities for personal and professional growth. After 38 years, I’m still learning and growing and loving the business more every day.”
EAGAN, MI (7.2.26) – On June 12th, Chuck Holey went to D-Source in Bloomington MN to pick up some products. D-Source team members loaded Chuck’s truck and there was a little rain on that day. When Chuck opened the door to his truck there was an umbrella inside. When Chuck got back to his store he called Jeff Causton at D-Source and learned that Jeff had put the umbrella in his truck.
A very happy Chuck Holey having fun in his warehouse with his new umbrella and PowerBass product.
Chuck arrives at D Source to show all his cardboard cutout.
Jeff Causton, D Source Principal, is all smiles pictured with Chuck and his cardboard cutout.
When the STANDEE, 7 feet tall, cutout arrived Chuck checked it out and immediately went to D-Source to have fun having images snapped with Jeff and D-Source team members. The two companies are continuing to work together and having fun. Great news for all across the 12volt industry.
That made Chuck very happy and as he was unloading a PowerBass XLSS model he was dancing around in the warehouse with a PowerBass under the umbrella. He had an image snapped as he was having fun with the umbrella and the XLSS product and sent it to Jeff.
Jeff really got a kick out of seeing Chuck having so much fun. He decided to have some more fun and touched base with the STANDEE company and ordered a custom cardboard cutout of Chuck having so much fun dancing around his warehouse with the umbrella.
Josh Burris is also happy to see Chuck!
Maybe 10 years ago, I ran into this cardboard cut out of LSU Coach O by the counter at a Canes Chicken in Shreveport. Handed my phone to another customer who snapped this image. There are so many possibilities to a great fun across the 12volt industry.
Chuck’s STANDEE cutout will be so much fun under the tent at shows this summer.
VANCOUVER, BC (7.2.26) – THINKWARE is expanding its support for the 12V specialist channel with the launch of the new THINKWARE PRO Series, a dealer-exclusive dash cam lineup designed for professional retailers and installers.
Available only through authorized THINKWARE dealers, the PRO Series includes four models: the flagship U3000 PRO, U1000 PRO, Q850 PRO, and Q200 PRO. Each model is designed to give dealers a premium dash cam offering built around advanced video performance, parking surveillance, driver assistance features, professional installation value, and stronger profit opportunities.
The PRO Series also strengthens the dealer-customer relationship with added post-sale confidence, including THINKWARE’s 3-year warranty on professionally installed systems. That extended coverage helps reinforce the benefits of purchasing through an authorized 12V retailer.
The lineup is led by the U3000 PRO, THINKWARE’s flagship PRO Series model, featuring 4K UHD front and 2K QHD rear recording, Sony STARVIS 2 sensors, Dual HDR, Super Night Vision 4.0, built-in GPS, built-in radar, Wi-Fi, Bluetooth, ADAS, and THINKWARE CONNECTED support with an optional LTE module.
The U1000 PRO offers premium 4K front and 2K rear recording with HDR, Super Night Vision 3.0, built-in GPS, Wi-Fi, Bluetooth, radar module compatibility, and expandable multi-channel recording with optional accessories.
The Q850 PRO provides 2K front and 2K rear recording, Sony STARVIS imaging, rear HDR, Super Night Vision 2.0, built-in GPS, ADAS, safety camera alerts, Wi-Fi, Bluetooth, and optional multi-channel expansion.
The Q200 PRO rounds out the lineup with 2K QHD front and 1080p rear recording, Super Night Vision 2.0, ADAS, safety camera alerts, Wi-Fi, Bluetooth, parking surveillance features, and optional multi-channel expansion.
Across the PRO Series, THINKWARE gives dealers a channel-focused dash cam lineup that supports higher-value sales, installation revenue, accessory attachment, and industry-leading margin potential. With dealer-only availability, OEM-grade quality, and advanced in-house technology, the THINKWARE PRO Series gives 12V retailers a compelling new way to position dash cams as a serious safety, security, and convenience upgrade.
WASHINGTON, DC (7.2.26) – The U.S. Environmental Protection Agency (EPA) has issued a groundbreaking advisory opinion that states that a SEMA Certified-Emissions certification qualifies as a reasonable basis under the Tampering Policy and companies can rely on this certificate to demonstrate compliance. With this formal recognition, the EPA is establishing a regulatory pathway allowing for 49-state sales (excluding California) and reestablishes the federal government’s leadership on clean-air issues.
“Today, the EPA has verified what SEMA for years has told regulators at the state and federal levels: that the automotive aftermarket industry has a precise mechanism to support emissions testing compliance with federal laws, and it’s called SEMA Certified-Emissions,” said SEMA CEO Mike Spagnola. “This EPA recognition of the SEMA Certified-Emissions program is nothing short of a pioneering action by the federal government to utilize private-public partnerships in service to industry regulatory compliance efforts. We’re beyond pleased to continue to provide this service to aftermarket businesses so they can bring their innovative products to the market, and with a renewed certainty that our nation’s clean-air laws are being followed.”
“Americans should not be forced to solely rely on California to certify aftermarket products. Starting today, Americans can trust that products certified by SEMA meet federal requirements and can be used to repair vehicles,” said EPA Administrator Lee Zeldin. “President Donald Trump’s commitment to reviving the American auto industry has been unwavering and has already yielded hundreds of billions in new investments, supported American jobs, and expanded consumer choice. With the aftermarket sector being a key piece of the industry, the EPA is proud to deliver on the president’s agenda, for the small businesses producing aftermarket parts, and on behalf of the Americans who purchase those parts.”
The EPA’s action directly responds to a June 29, 2026, presidential memorandum by President Trump that encouraged the agency to “expeditiously consider, and act on any requests from organizations capable of testing aftermarket parts for conformance with the CAA,” to ensure compliance with the requirements of the Clean Air Act and other relevant EPA regulations.
This is a significant win for the automotive aftermarket, an economically significant industry made up of primarily small businesses who design and manufacture innovative, American-made, emissions law-compliant products that enhance the performance of cars and trucks across the globe.
The SEMA Certified-Emissions program is the product of years of heavy investment and development by the Specialty Equipment Market Association through its SEMA Garage program. The envisioned purpose of SEMA Certified-Emissions was to create a robust, sustainable, and practical pathway to Clean Air Act emissions compliance under federal law. As a result of this work, the SEMA Garage is now the automotive industry’s foremost venue for showing a documented, reasonable basis for aftermarket products having no adverse impact on emissions.
In the last decade, previous administrations’ EPAs have ceded authority to California, enabling the state to serve as a de facto national regulator and require manufacturers to obtain California Air Resource Board (CARB) Executive Orders (EOs) to sell anywhere in the country. The EPA’s recognition of the SEMA Certified-Emissions program verifies a transparent, data-driven process to serve as an affordable, accelerated pathway for aftermarket companies to follow. It offers much-needed certainty for aftermarket businesses, particularly with regards to products that meet federal standards (i.e., internal combustion engine products).
Additionally, recognition of the SEMA Certified-Emissions program rebalances EPA authority over Clean Air Act emissions compliance and provides manufacturers, retailers, and consumers with a viable, nationally recognized option for illustrating compliance. In particular, aftermarket businesses gain much-needed certainty, including those whose products where California has not provided a clear path to compliance.
SEMA thanks President Trump, EPA Administrator Zeldin, and the entire team at the EPA for their leadership and unyielding push to re-balance our nation’s environmental goals so that the ability of American businesses to thrive is never hindered.
WHAT THE AFTERMARKET INDUSTRY IS SAYING
BluePrint Engines Founder Norris Marshall: “The level of investment of resources and expertise that SEMA has made in its SEMA Certified-Emissions program really stands out as an asset for businesses like BluePrint Engines – it enables us to focus on bringing superior products to market by knowing that SEMA matches our expertise and experience with their rigorous attention to quality, in federal emissions compliance. Our industry’s products deserve to reach our customers in a timely manner, and the SEMA Certified-Emissions program is an important tool for providing the necessary documentation that the EPA expects, with the rigor that the American people deserve.”
Holley Performance Vice President Aaron Stewart: “Holley is committed to performance, quality, and responsible business practices, including ensuring our products support emissions compliance and help consumers operate their vehicles legally and responsibly. The SEMA Certified-Emissions program provides an important and credible pathway for evaluating products against applicable emissions standards. It gives Holley confidence that our products are reviewed with compliance in mind and gives our customers confidence in the products they choose. We appreciate the SEMA Garage’s role in supporting responsible emissions compliance across the performance aftermarket industry. The program is important to Holley’s business, our customers, and the long-term credibility of the industry.”
VMP Performance President Justin Starkey: “VMP Performance has been using the SEMA Garage for emissions compliance since its inception in 2015; we were actually the Garage’s first customer. We’ve poured hundreds of thousands of dollars into emissions testing and compliance. SEMA exhibiting leadership in this area is critical to the industry’s long-term success, and we finally have an alternative to the CARB EO process.”
Magnuson Superchargers CEO Kim Pendergast: “Magnuson Superchargers has filed for CARB EOs since the beginning. Jerry Magnuson, the founder and owner at the time, did it simply because he believed it was the right thing to do. He always said, ‘One day everyone will follow the EO process and we will already be there.’ When SEMA started their Certified program for emissions, Magnuson decided to use SEMA, even though we already had the internal capabilities; we liked the transparency of a third party’s validation. We hoped other members would sign on so we would all see the benefit of using the same system at the federal and state levels. That’s happening now. I hope more SEMA members will join SEMA Certified-Emissions. It helps all of us.”
JASPER Engines & Transmissions Group Leader Brad Boeglin: “JASPER utilizes the SEMA Certified-Emissions program to support identification of worst-case vehicle and engine configurations, and to ensure our emissions testing strategy and documentation align with EPA reasonable basis requirements. SEMA’s technical review serves as an independent third-party validation of our emissions documentation and testing, reducing inconsistencies, rework, and delays. Overall, the SEMA Certified-Emissions program allows us to launch compliant products sooner while protecting both JASPER and our customers.”
BD Diesel Director of Product Development Jeff Harris: “When our industry demanded greater focus on emission compliance and testing, the SEMA Garage stepped up as a great partner for both consulting and achieving compliance with our product. SEMA has helped guide our company’s emissions compliance statement as well as providing a third-party review process, enabling quicker compliance turnaround than traditional methods. The team at the SEMA Garage compliance center is always eager to help, and it is refreshing to have a point of contact that is readily available to help on our projects.”
BACKGROUND
The EPA is tasked with ensuring compliance with federal law as established by the Clean Air Act. Such action is guided by the EPA’s Office of Enforcement and Compliance Assurance; among the areas this office is involved is engine tampering and aftermarket defeat devices. Violators are subject to significant civil penalties and even criminal prosecution, with the potential for prison terms.
Under EPA’s Tampering Policy, the agency typically does not take enforcement action for conduct that might be a violation of section 203(a)(3) of the Clean Air Act if the person engaging in the conduct has a documented “reasonable basis” to conclude that the conduct (or, where the conduct in question is the manufacturing or sale of a part or component, the installation and use of that part or component) does not and will not adversely affect emissions.
SEMA Certified-Emissions is not a blank check to use a certified product in any way imaginable. Instead, SEMA Certified-Emissions products and components are tested and authorized for specific makes, models, model year, and engine configurations, providing a path to emissions compliance for companies and cleaner air for our communities.
The SEMA Certified-Emissions program maintains a centralized, transparent database of compliant products. This publicly searchable database adds to manufacturers’, retailers’, consumers’, and federal stakeholders’ confidence in the integrity of our nation’s emissions standards.
The SEMA Certified-Emissions program allows sales in 49 states; California sales still require a valid EO from CARB. Nonetheless, EPA’s recognition of SEMA Certified-Emissions provides a new path to 49-state legal sales and allows CARB to return to its historic role serving the California market.
SHREVEPORT, LA (07.01.26) – Its summertime and time for 12volt dealers to crank it up and drive Sales. It’s summertime and time for consumers to get Jammin’ N July with great gear for the rides. Vendors, reps, distributors and dealers can unite to get consumers into their stores. Hi-Tech media, powerful amps and speakers that rock plus much more will get consumers rides Jammin’ N July.
This custom Jammin’ N July graphic can get the ball rolling. There’s no charge. In today’s marketplace for 12volt retailers are utilizing social media to connect with followers and consumers. 12volt retailers can post this free graphic on their Instagram and Facebook accounts. The graphic is square for Instagram and Facebook templates. Simply download or screenshot and size the graphic! In the comment area dealers can highlight their brands and existing exciting activities.
Jammin’ N July. Those words and that message can grab the attention of follows and consumers to create much needed in -store traffic for 12volt reach others. It’s imperative that 12 V retailers create a powerful in-store experience for consumers in the showroom. An impressive demonstration will bring a smile to the consumer space and can raise the hair on their arms.
From the 12volt Central Studios, we will continue to showcase positives across the 12volt industry. The 12volt STP Tool makes it easier than ever. Snap an image with your smartphone. Txt that image with a few words to 318 469 2526. PRESTO… your store’s positive activities could be in the news.
As an industry, let’s get our shine on. Let’s get Jammin’ N July!!
DIAMOND BAR, CA (7.1.26) – SEMA has officially opened entries for the 2026 SEMA Battle of the Builders Presented by Mothers at www.semabotb.com. Now in its 13th year, the competition continues to stand as the automotive aftermarket’s premier platform for custom builders exhibiting at the SEMA Show, and for 2026 it will expand to include motorcycles, introducing an additional set of awards recognizing the Top 3 standout bike builders and an overall motorcycle champion.
“It’s always exciting to see builders push creative boundaries year after year, and the addition of powersports brings an entirely new level of energy and excitement to the program,” said SEMA Vice President of Marketing RJ de Vera. “Battle of the Builders continues to evolve alongside the industry, and we’re excited to see how builders push innovation at the 2026 SEMA Show.”
For 2026, the SEMA Battle of the Builders Presented by Mothers will again feature its four core automotive competition classes: Hot Rod & Hot Rod Truck; 4 Wheel Drive & Off-Road; Sport Compact, Import Performance, Luxury & Exotic; and BFGoodrich Young Guns. Class winners will advance through the competition, with one ultimately named overall Battle of the Builders champion.
“Mothers High Performance Car Care is proud to continue supporting the SEMA Battle of the Builders and the talented builders who make this competition one of the most anticipated events at the SEMA Show,” said Mothers Vice President of Marketing Shane Christman. “Every year, we’re inspired by the creativity, craftsmanship, and passion these builders bring to their projects. This program celebrates the dedication behind every build and gives the industry an opportunity to recognize the individuals pushing vehicle customization forward.”
The 2026 program will also debut a new side to the competition with SEMA Battle of the Builders: Bike Builder Shootout as a dedicated Motorcycle category, expanding the competition to include some of the finest custom two-wheel vehicles in America. Entries will be evaluated separately by motorcycle industry judges based on craftsmanship, design innovation, and overall execution, with the Top 10 finalists serving as judges to determine the Top 3 category winners and the overall Bike Builder champion.
In the automotive categories, a panel of aftermarket industry judges will again review all eligible submissions, evaluating build descriptions and photography before conducting in-person assessments on the SEMA Show floor. Judges will narrow entries to a Top 10 in each category, followed by a Top 3 selection. Those 12 finalists will then serve as judges to determine category winners and the overall champion.
“It’s been great to be back at the SEMA Battle of the Builders,” said Troy Trepanier of Rad Rides by Troy after winning the overall 2025 Battle of the Builders trophy last November. “It’s grown a lot since we first won the event eight years ago. We finally had a car worthy of being back in the competition. There were so many great cars this year. Everybody here is a winner, all 40, all 12, especially the Final Four.”
When asked what it’s like to win the SEMA Battle of the Builders for the second time, Trepanier said “It is always nice to be judged by your peers in the industry and get recognized.”
Supporting the Next Generation of Builders The BFGoodrich Young Guns category highlights emerging talent, open to builders 29 years old and younger at the time of the SEMA Show. Entrants may be selected to participate in virtual Golden Ticket competitions held throughout the summer, with prize packages that include vehicle transportation to Las Vegas, plus travel and hotel accommodations. At the Show, the Top 10 BFGoodrich Young Guns finalists compete within their own field, narrowing to a Top 3. First introduced in 2024, the BFGoodrich Young Guns Top 10 competition format continues to expand opportunity and visibility for rising builders.
“BFGoodrich is proud to support the next generation of builders through the BFGoodrich Young Guns category at the SEMA Battle of the Builders,” said BFGoodrich Ultra High Performance Brand Manager T.J. Dennis. “Creating opportunities for young builders to showcase their talent, gain industry recognition, and compete alongside some of the best in the business is what makes this program so special. We’re excited to continue supporting the innovation, passion, and creativity that define the future of vehicle customization.”
For more information or to enter the 2026 SEMA Battle of the Builders, visit www.semabotb.com. For information on registration deadlines, rules, and additional details, click here.
The SEMA Show returns to Las Vegas, Nov. 3–6, 2026, bringing together the most influential brands, builders, and innovators in the automotive aftermarket industry. The Show remains the premier destination for discovering new products, technologies, and trends shaping the future of vehicle customization and performance. For more information or to register, visit www.semashow.com.
WASHINGTON, DC (7.1.26) – The Off-Road Business Association (ORBA) is highlighting new market research that shows how automotive consumers continue to be drawn to the aspirational vibes of the culture of motorized off-road recreation, with modified pickup trucks and SUVs driving a significant segment of the automotive aftermarket that represents a culture of American grit and individual expression. Parts for pickups remain the largest catalyst for spending in the accessory-and-performance aftermarket, making up 30% of sales. Trucks are the big winner; in 2025 alone, owners spent over $15 billion modifying their pickups for off-road, utility, and recreational use. This segment was the leading contributor to an overall $52.92 billion in sales of aftermarket accessories and performance parts in 2025.
These insights are among those contained in the 2026 SEMA Market Report, which was compiled by the Specialty Equipment Market Association (SEMA) utilizing a variety of data sources, including interviews with industry sources, consumer surveys, secondary data sources, and government statistics. ORBA is a wholly owned subsidiary of SEMA.
“You can’t watch TV for a meaningful period of time without seeing an ad where automakers showcase their vehicles ripping through an off-road environment, and that continues to be reflected in how consumers are spending to modify their vehicles for recreational use on public lands and beyond highway driving,” said SEMA Director of Market Research Gavin Knapp. “The off-road ethos has a huge impact on the specialty-equipment market, as people love the look and capabilities that off-road upgrades can bring to their vehicles.”
A full version of the 2026 SEMA Market Report is available to media upon request.
TRENDS Nearly half of aftermarket sales are for trucks and SUVs. Overall, the performance and accessory aftermarket continues to show strong results, as roughly one-fourth of drivers purchased products within the industry to personalize their vehicles last year. In 2025, pickup and SUV modifications, the two biggest segments for off-road parts, made up 43% of the entire $52.92 billion accessory and performance parts market.
Consumers spent over $15 billion last year upgrading their pickups, with body mods, suspension, and wheels and tires leading the way. Nearly 13 million pickups were accessorized in the U.S. last year alone.
Roughly one-fourth of pickup (26%) and SUV (21%) accessorizers report using their vehicle for off-road activities.
Over 6 million SUVs were modified in 2025, led by flagship off-road models such as Jeep’s Wrangler and Ford’s Bronco. SUV owners spent over $7 billion on parts and accessories to make their vehicle look and perform better, whether resto-modifications that bring modern safety and comfort capabilities to vintage models, or accessorizing new vehicles to meet a specific lifestyle need.
Even CUVs or crossovers, the new kids on the block, have seen their accessory market expand to over $8 billion in 2025. Utility- and recreation-focused mods, such as wheels and tires, suspension, lighting, and racks have rapidly gained ground in this expanding segment.
Key off-road categories continue to show strong sales in 2025. Vehicle owners spent over $3 billion on suspension products, such as lift kits, to upgrade their ride and handling, largely for pickups and SUVs. Off-road tires continue to be strong sellers, as pickup and SUV owners bought over $2 billion worth of oversized rubber to improve clearance. Pickups, SUVs, and CUVs also lead the way sales of products such as racks and carriers, towing products, and accessory lighting that are integral to off-roading, overlanding, and outdoor recreation.
With light-trucks (pickups, SUVs, CUVs) making up nearly two-thirds of the 300 million passenger vehicles on U.S roads, the off-road accessorizing market continues to look very strong.
Younger consumers continue to be key drivers of the industry. More than half of accessory and performance parts buyers are under the age of 40 years old. Younger buyers are also more likely to engage in more complicated builds focusing on performance parts.
Cross-ownership is also a significant factor for the off-road community. Over half of accessorizers also own some kind of sports or recreational equipment (compared with 40% of non-accessorizers). This includes motorcycles, side-by-sides, and dune buggies, further enhancing their connections to the off-road and outdoor lifestyle.
BACKGROUND Motorized off-road recreation is more than an in-demand image; the industry has significant financial clout. Outdoor recreation on federal public lands and waters fuels America’s economy.
Each day, outdoor recreation on federal lands and waters:
Adds $351 million to the U.S. economy – the equivalent to hosting eight Super Bowls every month in economic impact
Directly contributes at least half a billion dollars annually to federal coffers, through receipts, permits, entrance fees, leases, and other payments
Returns $128 billion in economic activity and nearly $6 billion in federal tax revenue, while making significant contributions to the physical and mental health of Americans
Supports 5 million American jobs, of which one out of five is dependent on federal public lands
Motorized outdoor recreation delivers $720 billion in economic impact. The off-road segment of the automotive aftermarket is similarly impressive, generating $12 billion in annual economic impact.
The companies that support this segment of the automotive aftermarket are overwhelmingly small businesses, American-made manufacturing, and shining examples of our nation’s ingenuity and engineering superiority.
Many entered the aftermarket industry as enthusiasts and today lead the charge as entrepreneurs and examples of the American dream, where a great idea brought to market can reach consumers and generate prosperity for individuals and surrounding communities.
Off-road environments serve as some of the most demanding real world proving grounds for automakers, offering an extreme form of evaluation often referred to as “torture testing.” The punishing terrain of events like King of the Hammers demands extraordinary durability from the vehicles and exceptional resilience from the drivers, capturing the essence of American grit and powered by world-class engineering.
LOS ANGELES, CA (06.30.26) – Pioneer, a global leader in in-vehicle sound and aftermarket car electronics, introduces its first collection of automotive accessories that marks the brand’s expansion beyond car audio. By introducing a high-performance lineup of USB cables, car chargers, and magnetic smartphone cradles, Pioneer is evolving beyond traditional audio to serve drivers at every touchpoint in the vehicle. Each product is strictly “Built for the Drive,” engineered to withstand the unique rigors of the automotive environment including intense temperature fluctuations, constant road vibrations, and the daily demands that generic accessories simply weren’t designed to handle.
“For over 80 years, Pioneer has been at the forefront of in-vehicle technology, from the world’s first car CD player to today’s most advanced in-dash receivers,” said Larry Rougas, EVP & Chief Revenue Officer at Pioneer Electronics (USA) Inc. “This collection is the next step in that journey. As we expand our presence across the full vehicle experience, we are bringing the same precision and engineering discipline that defines our audio products to a category that drivers rely on every day.”
MAGNETIC SMARTPHONE CRADLES BUILT FOR THE DRIVE Pioneer’s new smartphone cradle lineup offers three models to match every driver’s needs, from a clean mount-only solution to a premium wireless charging cradle with active thermal management. All three feature a strong magnetic grip with an included metal ring for smartphones, a 360-degree swivel mount, and a compact air vent design that keeps the driver’s sightline clear.
The Magnetic Cradle is a straightforward solution for drivers who want a secure, easy-to-use phone mount without charging. Its effortless magnetic attachment and release make grabbing and stowing a phone completely one-handed, even while on the move.
Moving up to the Premium Qi2 Wireless Charging Magnetic Cradle adds Qi2-compliant wireless charging to the same magnetic mount platform. It includes a USB-C to USB-C cable and features a blue LED indicator, delivering fast, reliable wireless charging through a clean, minimal design.
The range-topping Premium Qi2 Wireless Charging Magnetic Cradle with Cooling builds on the standard model with two key upgrades: an integrated cooling fan that maintains optimal charging speeds during heavy use, and an RGB LED ring that can be customized to match any interior. It is Pioneer’s most capable cradle and the flagship of the new lineup.
DUAL-PORT CHARGING FOR THE MODERN DRIVER The Compact Dual-Port Fast Car Charger brings high-speed, dual-port charging to any vehicle’s cigarette lighter socket. Despite its small footprint, it delivers 38W of total output power through dual 20W USB-C Power Delivery and 18W USB-A quick charger ports, allowing for simultaneous rapid charging of two mobile devices. It features an integrated blue LED USB-A port for easy nighttime location. Its compact, flush-fit design sits cleanly in the socket without protruding into the cabin, maintaining the clean look of modern vehicle interiors. Like all products in the lineup, it is tested to operate reliably in extreme vehicle cabin temperatures and is compatible with 12V and 24V vehicles.
The Premium High-Output Dual-Port Car Charger is Pioneer’s premier power hub, delivering a massive 63W total output designed for power-hungry hardware. This model features a dedicated 45W USB-C Power Delivery port capable of fueling laptops and tablets, alongside a secondary 18W USB-A port for simultaneous smartphone charging. Encased in a robust, high-density housing with a signature blue LED illumination ring, it is engineered to maintain peak stability in extreme cabin temperatures.
USB CABLES ENGINEERED FOR THE VEHICLE The new lineup launches with two families of Pioneer-branded USB cables, each built from materials selected specifically for the tight spaces, temperature swings, and daily handling demands of a car cabin.
The USB Cable (USB-A to USB-C and USB-C to USB-C) is constructed from soft silicone for a comfortable, tangle-resistant grip that withstands repeated use in confined spaces. It supports wired CarPlay and Android Auto, with the USB-C to USB-C variant adding USB Power Delivery for up to 60W fast charging.
The Premium Illuminated USB Cable (USB-A to USB-C and USB-C to USB-C) adds a blue LED indicator at the connector, making the cable easy to locate in a dark interior without distracting the driver. Built with braided nylon mesh, it delivers the same CarPlay and fast-charging performance in a more elevated finish that complements modern car interiors.
PRICING AND AVAILABILITY The full car accessories lineup is available to purchase through Pioneer’s website and Amazon, with prices starting from $20.
For more information on Pioneer’s new car accessories lineup, visit usa.pioneer.com.
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