WASHINGTON, DC (09.12.25) – Eleanor Rollings, a fixture in the Washington, D.C., political fundraising scene, has joined the Specialty Equipment Market Association (SEMA) as Director of PAC Development, a new role in which she will lead the efforts of SEMA & PRI PAC and Driving Force Action SuperPAC to support the automotive aftermarket and motorsports industries.
Rollings joins SEMA from Hollingsworth Strategies, where she was a principal overseeing major gifts programs, corporate partnerships, and planned giving strategies for a wide range of client organizations.
“Eleanor is a great addition to SEMA’s Washington, D.C., team, and we’re excited to tap into her ability to build high-impact giving campaigns and cultivate relationships with major donors, advocacy networks, and institutional partners,” said Karen Bailey-Chapman, SEMA Senior Vice President-Public and Government Affairs.
“I’m thrilled to get started with SEMA, whose reputation in Washington, D.C, is on the rise, and whose advocacy on behalf of our member companies and the nation’s automotive enthusiasts is beyond impressive,” Rollings said. “I see a great opportunity to deliver to our team the resources needed to make a lasting impact on the legislative and regulatory issues facing the aftermarket and motorsports industries.”
California native Rollings holds a degree in political science from San Diego State University.
EDMOND, OK (09.11.25) – On September 30th from 11–1, Petra will host a Beats & Bites Car Audio Event—a customer appreciation day dedicated to the 12Volt community.
At the event attendees will enjoy food and giveaways. There will also be exclusive deals on some of the top car audio brands that Petra retailers love. During the event retailers will have a chance to connect with Petra team members and other 12 Volt pros in the industry.
Ed Lacy, District Manager, related “It’s really about showing appreciation to our independent retailers and giving them some extra value while spotlighting the brands that drive the 12volt category forward. The in-person event will provide an opportunity for retailers to connect and share positives as they drive business in their marketplace.”
Make your plans to attend the Beats and Bites Car Audio Event at Petra’s Edmond location.
Contact your Petra representative for more details.
DIAMOND BAR, CA (09.11.25) – From drift tracks to concours lawns, photographer Larry Chen has spent two decades capturing the heartbeat of car culture. Now, he brings that passion to the SEMA Show as the newly named Featured SEMA Show Artist, offering fans and the global aftermarket a chance to experience the Show through his lens and meet him in person. The 2025 SEMA Show takes place Nov. 4-7, 2025, in Las Vegas, Nev.
Chen’s influence spans decades, with his work featured in top publications and collaborations with major OEMs, builders, and motorsport series. In 2022, he was honored as the inaugural SEMA Content Creator of the Year, recognizing his impact on the industry and his ability to connect with enthusiasts across generations. Earlier this year, Chen was inducted into the Formula Drift Hall of Fame, the first non-driver to be honored, celebrating his role in capturing the sport’s most electrifying moments.
“Larry Chen’s work transcends photography; it’s a cultural archive of the automotive world,” said SEMA Vice President of Events Tom Gattuso. “His appointment as Featured SEMA Show Artist reflects our commitment to celebrating the innovation and storytelling that drive this industry forward.”
Adding to his legacy, Chen is set to release his debut book, Life at Shutter Speed, a 400-page coffee table masterpiece chronicling 20 years of automotive photography. Featuring over 2,700 images and behind-the-scenes stories, the book is a tribute to the global car culture he has helped define.
“Photography is more than capturing cars, it’s about capturing moments, emotion, and movement,” said Chen. “I’m honored to help shape the visual identity of the Show and bring its energy to life.”
Chen is the first photographer ever selected as Featured SEMA Show Artist, joining a prestigious roster of creatives who have held the title since the program’s inception. The Show selects a new Featured Artist every three years, and Chen becomes the fifth artist to receive the honor, joining an illustrious list that includes Max Grundy, Ed Tillrock, Alex Carmona, and Chip Foose.
His work will be woven throughout the Show’s visual identity, appearing in signage, marketing materials, and exclusive installations that reflect the energy, diversity, and craftsmanship of the automotive community.
In addition to his role as Featured Artist, Chen will also be an exhibitor at the Show, giving attendees the opportunity to meet him in person, purchase signed copies of his new book, and explore a curated selection of his most iconic photography. His booth will feature daily giveaways of exclusive prints, allowing fans to take home a piece of his work. Attendees can also experience a fully interactive photo booth, where they and their friends can pose for photos and walk away with both digital and printed keepsakes, a unique way to capture their time at the Show and connect with the culture Chen has spent years documenting.
“Larry has been an icon in the industry and fixture at the SEMA Show for years, and now we’re thrilled to collaborate with him,” said SEMA Trade Show Director Andy Tompkins. “From Show signage to marketing campaigns, his imagery will be everywhere, bringing a fresh, authentic perspective to the Show.”
Qualified attendees are encouraged to register now to secure discounted rates and maximize their ROI. Registration is $75 through Sept. 26. Hotel reservations at guaranteed low rates are available exclusively through SEMA’s official hotel provider, onPeak.
Spaces are still available for companies interested in exhibiting and connecting with tens of thousands of qualified buyers. For more information, visit www.semashow.com/exhibitor.
TUKWILA, WA (09.10.25) – On Sunday, September 7, Sound Distributions hosted a dealer roundtable to talk about new products and learn more about what’s working in the stores of dealers in attendance. Dealers shared what’s working to drive store traffic in their stores which helped all during the roundtable. New products were also spotlighted.
The Sound Distributions Sunday roundtable took place in Tukwila WA.
The informal setting was ideal for attendees to share their input.
Rob Sutton and Mike Hall, with Crossover Marketing, were in the house and helped get the word out with the event in Sound Distributions’ Tukwila WA location. Sutton related “Sound Distributions is our exclusive distributor in the Pacific Northwest for KICKER, Linkswell, Dynamat and PCA Enclosures. Working with Ed Weber and the Sound Distributions team for an in-person event like this was very informative. Plans are in the works to do a similar event in their Portland location in the coming weeks.”
Sound Distributions Fred Jensen (R) replies to a question during this session.
As the event wrapped on Sunday this group of attendees gathered for an image.
For Sound Distributions Ed Weber related “Spending much of the day on Sunday meeting with dealers and enjoying conversations plus good food was very informative. For us, as a distributor, to get information from dealers in the field is very important with all of the online activity. It’s more important than ever for 12volt retailers to connect with consumers in their marketplace. We very much appreciate Rob and Mike helping us get the word out about this Sunday roundtable.”
For more see Sound Distributions and Crossover Marketing.
DIAMOND BAR, CA (09.10.25) – The SEMA Professional Restylers Organization (PRO) has announced the six automotive restyling shops that will compete in its coveted PRO Cup Challenge at the 2025 SEMA Show, Nov. 4-7 in Las Vegas, Nev. The finalists are: Auto Additions Inc., Auto Trim Restyling, Automotive Concepts, DV8 Customs LLC, MARS of Billings, and Sun Line Sunroofs.
Taking place in the West Hall in the PRO Booth (#50197), the PRO Cup Challenge celebrates the creativity, craftsmanship, and innovation of the restyling industry while demonstrating the value of working with manufacturers and dealers to offer market-ready vehicle accessory packages.
The competition challenges finalists to:
Design an accessory package for a new-model vehicle that appeals to a broad audience.
Deliver a dealer-ready build, with criteria of no more than 40 labor hours per package installed and a wholesale cost under $12,500.
“The PRO Cup Challenge provides the best opportunity for automotive restylers to showcase their skills and talents on the industry’s global stage,” said Kevin Gillis, PRO Chair. “From stylish designs to accessory upgrades that enhance convenience and comfort, this year’s competition will shine a light on builds designed to excite enthusiasts and deliver greater profit to dealers.”
Bringing its proven expertise back to the competition is Auto Trim Restyling, named the 2024 PRO Cup Challenge’s People’s Choice Award winner for its customized ’24 Toyota Land Cruiser. Meanwhile, newcomers DV8 Customs and Sun Line Sunroofs will make their PRO Cup Challenge debut, showcasing their vision and talent alongside other great shops.
“Attendees can expect a build that shows off our style, creativity, and attention to detail,” said Nick Svec, Managing Partner at DV8 Customs. “We do have a theme locked down and are currently in the creative process of really making it come to life.”
Building on the momentum of past competitions, the 2025 PRO Cup Challenge will feature parts and accessories from leading manufacturers in the restyling realm. While buyers can visit the West Hall and see new products from exhibitors’ booths directly, the PRO Cup Challenge brings their products together in real-world applications, demonstrating how their parts can be used to create stunning, marketable vehicle customizations.
A panel of expert judges will select the PRO Cup Challenge winner based on vehicle marketability, ease of reproduction, creativity, and profitability. Showgoers can also vote for their favorite build, recognizing it with the People’s Choice Award. Winners will be announced at the PRO Happy Hour on Wednesday, Nov. 5, from 4-5 p.m. in West Hall, Booth #50197.
For more information on the PRO Cup Challenge, visit www.semapcc.com.
Qualified SEMA Show attendees are encouraged to register now to secure discounted rates and maximize their ROI. Registration is $75 through Sept. 26. Hotel reservations at guaranteed low rates are available exclusively through SEMA’s official hotel provider, onPeak.
ONTARIO, CA (09.08.25) – PowerBass USA, Inc. has appointed industry veteran John Driscoll to the position of Western Regional Sales Manager. John brings over 35 years of sales experience to the position and has been a great asset in his previous assignments with a solid track record for proven territory awareness and providing solid dealer network support experience from coast to coast. John has a passion for the industry and takes a hands-on approach to sales at the core, the dealer level where he takes pride in ensuring that every rep and dealer feels the partnership he brings to the table, and we look forward to that level of enthusiasm here with PowerBass.
John Driscoll
“We are excited to see positive momentum coming to our distributor, dealer, and rep networks under this new leadership in the western region, Jeff Falk and John Driscoll working together will be a powerful sales management team for our network and we look forward to a great future ahead here at PowerBass,” stated Erik Harbour, Vice President.
POOLE DORSET, UK (09.08.25) – After more than 20 years leading Celsus UK, Paul hands the reigns to son Mark to steer the business into the future. Paul, who incorporated the business back in 2002, has spent years shaping Celsus into a trusted distributor of car audio, marine audio, and electronics.
A year ago, Paul’s eldest son, Mark, stepped into the role of Managing Director, ensuring a smooth handover and continuity for customers, suppliers, and partners. Mark is excited to build on the strong foundations laid by Paul, taking the business forward while keeping the same personal touch and commitment to service that has defined Celsus from day one.
Paul and Mark-R Baker outside the CELSUS UK HQ in Poole Dorset UK
Paul is now looking forward to retirement on the water, with sailing — his long-time passion — set to take centre stage. Sailing has always been his passion, and retirement gives him the chance to spend more time at the helm of a boat instead of a business. As one chapter closes, another exciting one begins — both for Paul in retirement, and for Celsus UK under Mark’s leadership.
Everyone at Celsus would like to thank Paul for his incredible contribution and wish him all the very best for the years ahead.
Paul is a sailing enthusiast and plans to sail into retirement.
Paul Baker said, “I would like to thank all our supply partners and customers for their tremendous loyalty over the past 20 years. This has truly been the most exciting and rewarding chapter of my career, filled with memories I will always treasure. As I retire, I look forward to the future – enjoying my passion for sailing and deepening my faith in god.”
Mark Baker added, “I am proud to be taking the business forward with the help of my youngest brother Josh and our fantastic team. Many positive lessons have been learnt from Paul’s leadership in the company that will help shape the next evolution of the business. A huge thank you to Paul and “cheers” to an enjoyable retirement.”
12VOLT CENTRAL STUDIOS (09.03.25) – The 12volt STP tool was created five years ago to provide a platform for industry members to MAX the visibility of their positive activities. In light of the current online digital driven world it’s more important than ever to showcase positives across the 12volt industry.
KICKER at The American Flat Track Labor Day Weekend Doubleheader in Springfield IL
Manufacturer representatives, or vendor staff members on the road, could MAX their time by snapping and txting an image with a few words to the 12 Central Studios at 318 469 2526. Presto that image could be fashioned as a post to let the 12volt industry see positive news. The post could also highlight a dealer with a great in-store display that could give other dealers an idea to drive more business.
Jason Billups utilized the 12volt STP Tool in Saginaw MI
Another possibility could be a company HQ tour. We can work with a company’s staff member to develop a list of images… including HQ exhibit exterior, entryway, conference room, training area, warehouse and shipping area. Utilizing 12volt STP is a way that touches a lot of bases.
Believe me, I do have an understanding of today’s marketplace. With virtually no positive world news, consumers paying more for essentials and increased online activity it’s challenging to drive in-store traffic for brick and mortar retailers.
On this end, we will continue to showcase positive across the 12volt industry and beyond.
DIAMOND BAR, CA (09.03.25) – Attendees at the 2025 SEMA Show, held November 4-7 in Las Vegas, will have several opportunities to develop new skills, connect with industry leaders, and foster business strategies as part of this year’s SEMA Education Program. The fully reimagined lineup of free, expert-led training sessions will bring value and insight to the thousands of industry professionals in attendance at the world’s leading automotive trade show.
Hosted in the centrally located, recently renovated North Hall of the Las Vegas Convention Center, the SEMA Education Program will run from Tuesday, November 4, through Thursday, November 6, offering a dynamic experience that complements the high-energy learning environment experienced on the Show floor.
“We invite all attendees and exhibitors to advance their professional and business growth during the Show,” said Gary Vigil, SEMA Senior Manager of Professional Development. “The SEMA Show has always provided learning and self-advancement opportunities through education, and this year we are offering free sessions within eight education tracks to address the key subjects that are influencing the aftermarket today.”
Education Tracks The eight education tracks categorize sessions according to subject matter, allowing attendees to easily find programs that fit their professional interests:
Aftermarket Updates and Future Trends: Explore the current state of the specialty-equipment market and the long/short-term impacts of top trends.
Emerging and Executive Leadership: The Dale Carnegie Organization will illustrate how to listen and communicate with a workforce that encompasses differing generations, and the SEMA Women’s Leadership Symposium will empower leaders with the skills, mindset, and strategies needed to drive exceptional performance.
Inside the Shop: Technicians, shop managers, and builders will discuss trends and challenges that shop owners currently face.
Legislative and Regulatory: Learn about current changes and misconceptions in emissions compliance. Discover how to manage risks, ensure compliance, and drive business success.
Sales and Marketing: Understand how to engage your audience using Instagram, YouTube, and Facebook, and gain insights from top industry sales and marketing experts.
Small Business Strategy: Find hacks and tools to help grow your business. Learn how to leverage AI, use cloud computing and entrepreneurial operating systems (EOS), or run a functional family business while avoiding a feud.
Talent Management: Turn your team into a well-run machine by learning how to hire and retain young talent through training, management, and motivation.
Vehicle Technology: Stay up-to-date on the latest changes in advanced fuels and powertrains, suspension technology, and advanced driver assistance systems (ADAS).
Partnered Programs Training sessions, both free and fee-based, from the Inter-Industry Conference on Auto Collision Repair (I-CAR), Tire Industry Association (TIA), and Society of Collision Repair Specialists (SCRS) will broaden the range of specialized courses offered at the 2025 SEMA Show:
I-CAR will host courses on MIG welding, safety protocols for working on electric vehicles with high-voltage systems, and modifying or repairing cars with ADAS functionalities.
TIA will offer sessions that can help tire retailers protect themselves from liability, navigate the current employment market, and retain talent.
SCRS will show attendees how to put their business on a path of maximum efficiency, gain an online presence, and identify incoming trends and technologies.
“The SEMA Education Program embodies our commitment to empowering the automotive community through knowledge, innovation, and collaboration,” said Andy Tompkins, SEMA Trade Show Director. “With free, expert-led sessions tailored to every corner of the industry, this year’s program is more dynamic than ever.”
Sign up for education sessions while registering for the Show or log into your Registration Resource Center to add sessions to your agenda. For more information about the 2025 SEMA Show Education Program and to get involved, visit www.semashow.com/education. For information about the 2025 SEMA Show or to register, visit www.semashow.com. To view this year’s floorplan, log on to www.semashow.com/floorplan.
DIAMOND BAR, CA (09.02.25) – The aftermarket industry is gearing up for an unforgettable experience at the 2025 SEMA Show, taking place Nov. 4-7 at the Las Vegas Convention Center. With more than 2,000 exhibiting companies, including hundreds of first-time participants, this year’s event promises to be the most dynamic and expansive yet.
Ford Performance Parts & Accessories at SEMA Show 2024
Among the thousands of exhibitors are iconic automakers Ford, Honda, Mopar/Stellantis, Nissan, and Toyota, each bringing a unique vision and product lineup to the SEMA Show floor.
“Having Ford, Honda, Mopar/Stellantis, Nissan, and Toyota at the 2025 SEMA Show is a testament to the strength and diversity of the automotive industry,” said SEMA Vice President of Events Tom Gattuso. “These brands are not only leaders in innovation and performance, but they also represent the passion and creativity that drive the aftermarket community. Their presence will elevate the Show and inspire attendees from around the globe.”
Mopar/Stellantis at SEMA Show 2024
The Ford Performance Parts & Accessories team plans to highlight its Ford Custom Garage packages focused on Ford Performance, featuring exclusive previews of upcoming packages designed for enhanced performance and customization. Attendees will be able to explore the brand’s performance accessories tailored for the F-150 Raptor R, alongside its lineup of engines. “Our participation at SEMA allows us to connect directly with enthusiasts and showcase how our engineered performance and innovative accessories empower customers to customize their driving experience,” said Kim Mathers, Global Director, Accessories and Performance Parts. “It’s where passion meets precision, perfectly aligning with our mission: Engineered to Perform. Designed to Customize.”
Nissan at SEMA Show 2024
After making headlines last year with its Plymouth GTX electromod and Ram concepts, Mopar/Stellantis will return to the SEMA Show with other surprises. “Without a doubt, SEMA continues to be a must-attend event for our Mopar team,” said Darren Bradshaw, Senior Vice President of Mopar North America. “There is no better place to show off and gain valuable feedback on our latest concept vehicles and hundreds of quality-tested, factory-backed performance parts and accessories from the industry’s most influential customers.”
Nissan will continue its tradition of unveiling inspiring concept vehicles at the SEMA Show by focusing on both its Nissan and Infiniti brands this year. “Nissan North America and Infiniti Americas are teaming up once again for an exciting display to the 2025 SEMA Show. This year, attendees can expect everything from an SUV that delivers next-level off-road capability to a high-powered Infiniti performance build,” said Casey Kilmer, Manager of Nissan Partnerships, Activations, and Auto Shows. “Adding to the excitement, we’re bringing more of what attendees want – more accessories, more performance, more merchandise, and an immersive gaming experience to turn up the energy.”
Toyota at SEMA Show 2024
Toyota, which unveiled several concept vehicles at last year’s Show, is preparing to showcase other industry firsts this year. “Toyota continues its long-standing tradition of re-imagining what vehicles can become when great ideas and creativity kick into high gear,” said Toyota in a statement. “From Toyota Genuine and TRD accessories all the way to one-off show-stopping concept cars, Toyota’s 2025 SEMA Show display promises something for every customer regardless of segment or powertrain.”
In addition to connecting with leading OEMs and aftermarket brands, attendees will experience the world’s largest display of new automotive aftermarket products at the New Products Showcase, cutting-edge vehicle builds, and immersive activations focused on future technologies. The Show also features world-class education tracks, networking events, and SEMA Fest — a high-energy celebration of music and car culture.
Honda at SEMA Show 2024
“With the latest innovations, legendary brands, and a community that thrives on creativity and performance, the 2025 SEMA Show will be an unforgettable experience,” said SEMA Trade Show Director Andy Tompkins. “Whether you’re launching a new product, scouting trends, or building partnerships, this is the place to be.”
Qualified attendees are encouraged to register now to secure discounted rates and maximize their ROI. Registration is $75 through Sept. 26. Hotel reservations at guaranteed low rates are available exclusively through SEMA’s official hotel provider, onPeak.
Spaces are still available for companies interested in exhibiting and connecting with tens of thousands of qualified buyers.
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