DIAMOND BAR, Calif. (July 2, 2025) – Kristy Lake has joined the Specialty Equipment Market Association (SEMA) as Vice President of Human Resources (HR), reporting to SEMA President and CEO Mike Spagnola. She will be based at the Association’s Diamond Bar, Calif., headquarters.
Lake brings deep expertise in organizational development, talent management, and strategic HR leadership. She most recently served as Director of Human Resources at Ampure Charging Systems, Inc., a provider of electric vehicle and industrial charging solutions. Following Ampure’s carve-out from Webasto Charging Systems, Lake built the company’s HR department from the ground up, transforming it into a fully independent global function. She oversaw the development and implementation of key policies and infrastructure, including payroll, benefits, recruiting strategy, and employee engagement programs. Lake also led the charge in defining the company’s core values and driving cultural alignment as Ampure established its new identity.
“We’re excited to welcome Kristy to the SEMA leadership team,” said Mike Spagnola, SEMA President and CEO. “Her experience guiding organizations through transformative periods and building strong, values-driven cultures will be an incredible asset as we continue to grow and evolve in service to our members and the industry.”
In her new role, Lake will oversee all facets of Human Resources for SEMA and Performance Racing Industry (PRI), including strategic HR planning, talent acquisition and management, employee relations, compensation and benefits, compliance, performance management, and organization development.
KRISTY LAKE
“I’m honored to join an organization with such a strong sense of purpose and community,” said Lake. “Leadership is not a title. Leadership is a privilege to take care of people and influence a work environment where everyone can thrive. I look forward to partnering with the leadership team to support SEMA and PRI’s mission by fostering an environment where employees feel valued, empowered, and inspired to do their best work.”
A Michigan native, Lake holds both a Master of Science in Training & Development and a Bachelor of Science in Human Resource Development from Oakland University in Rochester, Mich.
Outside of work, Lake enjoys hiking and spending time with her husband and two children.
Organization reveals important consumer trends related to automotive aftermarket industry
DIAMOND BAR, Calif. (July 1, 2025) – New research from the Specialty Equipment Market Association (SEMA) is uncovering new consumer trends impacting the automotive aftermarket industry and the wider automotive sector, with profound implications for businesses and automotive enthusiasts. With U.S. consumers spending approximately $52.65 billion accessorizing and modifying their vehicles in 2024, there is a real appetite to better understand who is driving these sales and where growth opportunities exist.
The report breaks down trends by vehicle type and category of parts and accessories. Highlights of the research follow.
Market Overview Based on its research, SEMA anticipates continued growth through this year, albeit slower than the COVID-period boom when enthusiasts used their free time to work on their vehicles. The following several years should see a gradual return toward a more normal, long-term trend of 4% to 5% annual sales growth. Our nation’s fleet is growing, a product of high new-car sales and consumers keeping their vehicles for longer periods. The average age of vehicles in the US continues to climb, reaching a record-high of 8 years in 2025 according to S&P Global Mobility. As the average sales price of vehicles continues to rise, more owners will likely seek out repairs, upgrades, and modifications that extend their vehicles’ lifespans. Most product categories showed steady or slightly rising sales numbers in 2024, and SEMA projects this growth to continue through 2025. Suspension, exhaust, and engine control products were subject to slightly higher sales growth than the market at a bit over 2%, a continued trend as they’ve maintained similar growth since 2021. After seeing a pandemic resurgence, mobile electronics sales in 2024 experienced some decline in 2024, mainly with GPS navigation and sound systems. Sales within this category have stalled somewhat in recent years as new vehicles have included more high-end electronics and become more technologically advanced. Pickup trucks dominate the market, while crossover utility vehicles (CUVs) are the fastest growing vehicle segment on the road. Conversely, there is a continued drop in production and sales for traditional cars (coupes and sedans), while some sports cars also are seeing cuts in production. The specialty-equipment industry moved early in online sales to meet the demand for specialty parts that were not being sold in typical retail locations, and it has impacted consumer habits. Consumers now split their spending equally between offline and online channels and have fully adopted mixed-mode shopping, sometimes purchasing online and picking up at a local brick-and-mortar location.
Pickups in the Driver’s Seat
Pickup trucks account for a third of the overall specialty-equipment market, continuing a several-year run with the most spending on accessories compared to other vehicle segments. Because sales of new pickups remain strong, sales of their respective parts should remain similarly healthy. When broken down by accessory or modification category, pickups took the lead in the vast majority of product categories, with strong ranking even in those categories where pickups ceded the top spot to another vehicle type. SEMA Says: “If there’s one thing Americans love as much as their trucks, it’s modifying them to make them their own,” said Gavin Knapp, SEMA Director of Market Research. “We’re finding that truck owners are leading the market in enhancing their vehicle’s safety, performance, and comfort – which is in line with the already considerable investment they made to purchase these vehicles.”
EV Forecasts Fizzle, But Speed Has an Appeal
One area in which SEMA sees significant changes is the sales forecast for new EVs. That’s why SEMA is revising its 2035 forecast for EV sales down from an estimate of over one-third of vehicles to only 22% of new sales.
Even as the market for new EVs begins to lag, usage is an interesting data point moving forward, particularly as there seems to be a developing interest in racing these cars. Owners of vehicles with alternative powertrains, including electric and hybrids, lead the pack in racing and protection apparel sales. Still, alternative powertrain vehicles only carry 4% of the market in parts sales, a reflection of the different mechanics and low market share of EVs. SEMA Says: “EV owners are traditionally limited in the modifications they can make to these vehicles, and represent a smaller share of the market, compared with other vehicles,” Knapp said. “That said, one area worth paying attention to is how these owners drive their vehicles moving forward, with performance emerging as a growing interest. EV performance and racing represent a new market area to tap into for the industry.”
The New Classics Come into Focus
For this report, SEMA defined “Classic” vehicles as those from model year 1989 and older, a group that now reflects the collecting appeal of vehicles from the 1980s. Owners of classic vehicles tend to eschew the idea of these vehicles serving as “daily drivers,” instead limiting their use to pleasure driving and showcasing at car shows. Owners of classic vehicles also tend to skew older. SEMA Says: “Collectors gravitate to the vehicles to which they have some emotional connection to – a car from a beloved movie, or a truck that the cool older kid in the neighborhood drove. It’s only natural that this pool of vehicles now includes models from the 1980s,” said Christian Robinson, SEMA Senior Director for State Government Affairs. “These are the vehicles that the next generation of collector will embrace – a DeLorean like the one from Back to the Future, or, eventually, a 90s-era Supra from The Fast and the Furious movie franchise. As we witness this evolution, it’s important that we provide a foundation for the preservation and continuation of our nation’s rich automotive heritage.”
— SEMA+ benefits include exclusive discounts on top industry brands, discounted ticket entry to select automotive events, insider connections to the car culture community, and more. — — FuelFest partners with SEMA+ to build stronger industry relationships and engagement across the U.S.
DIAMOND BAR, Calif. (June 30, 2025) – Automotive enthusiasts can now gain access to a thriving automotive community, exclusive discounts on industry and lifestyle brands, and special perks to help them stay on the pulse of the industry by becoming a SEMA+ member at http://www.sema.org/plus.
Building on the launch of SEMA’s Individual Membership in 2021, the rebranded SEMA+ membership delivers greater value to enthusiasts, consumers, and the industry community. Members can save money on aftermarket parts, gear, and services, spotlight their ride on SEMA social media, save money on tickets to select automotive events throughout the year, and stay updated on industry and advocacy news through a dedicated newsletter–bridging the gap between their automotive passion and the aftermarket community, events, and brands they enjoy.
“The reimagined SEMA+ program is more than a membership; it’s a movement to unite the industry and amplify its collective voice,” said AJ Carney, SEMA Senior Director of Membership. “With exciting new brand partnerships and updated programs and experiences, we aim to strengthen our foundation and further preserve, protect, and grow the automotive aftermarket industry in new and exciting ways.”
SEMA+ also offers great advantages for SEMA business members looking to reach broader consumer audiences. By becoming a benefit partner, businesses can get their brand noticed and promote their products year-round through the SEMA+ member portal.
SEMA+ x FuelFest SEMA+ has partnered with FuelFest, the nationwide celebration of horsepower, music, and family, to offer its attendees access to a SEMA+ membership for just $5 (+tax) – a savings of $35 off the annual SEMA+ membership price!
“Partnering with SEMA+ is an exciting opportunity to further connect our fans and attendees with new opportunities that benefit them far beyond our in-person events,” said Cody Walker, Founder, FuelFest. “FuelFest is all about sharing with our special family of enthusiasts, and this partnership supports our joint mission of combining excitement for the automotive world with non-stop action.”
FuelFest’s next stop will be local to SEMA HQ and at the foundation of American car culture, the Pomona Fairplex in Pomona, Calif., on Saturday, June 28. SEMA+ members can get 10% off FuelFest tickets by claiming their event discount code within their member only portal.
Following six years of record-setting shows in the Los Angeles area, the legendary National Hot Rod Association (NHRA) joins this year’s event, making possible non-stop head-to-head grudge matches on the world-famous quarter-mile dragstrip, in addition to drifting and music throughout the day. FuelFest ticket buyers – for LA and the additional 2025 events – can secure their discounted SEMA+ membership by scrolling down to the “Add-Ons” section at checkout at www.fuelfest.com.
SEMA+: Your Ride. Your Voice. Your Community. Anyone can join SEMA+ for just $40 a year — or $35 a year with auto renewal (that’s less than $3 a month) at www.sema.org/plus. New experiences and perks will continue to be added over time.
Contact SEMA Senior Director of Membership AJ Carney at ajc@sema.org with any questions.
OXNARD, CA (06.26.25) – Modus has once again demonstrated its ability to enhance and increase luxury vehicle sound systems with its 2024 Aston Martin DB12 install.
“World-class luxury vehicles such as the Aston Martin already come equipped with exceptional factory sound systems and optimal speaker placement,” said Jason Digos, Modus Senior Sales Trainer. “However, there are unique challenges that can limit overall performance. In a convertible with the top down, you lose significant bass and high-frequency output while battling road noise. These performance cockpits are also extremely compact, so low-end response often suffers due to space constraints that prevent proper subwoofer placement and powerful amplification.”
Modus turned to the team at Delta Concepts for this special project. To fabricate the in-floor subwoofer enclosure, Delta collaborated with Fat Fender Garage for 3D scanning and JT Torres from Automotive Entertainment for large-format 3D printing expertise to house a shallow 10-inch Modus Apex subwoofer. The team also integrated two Modus Apex Class A/B 750-watt 4-channel amplifiers and one 750-watt monoblock into the Aston Martin’s existing system. The result is a noticeable increase in power output and overall performance for what was already a high-end factory system.
“Class A/B amplifiers generate significant heat, especially in confined spaces,” Digos continued. “Our PeakCool thermal management technology features an innovative internal heat sink design that ensures optimal heat distribution while maintaining the superior sound quality Class A/B amplification delivers. Both amplifiers are engineered for exceptional energy management and premium sound quality, making them ideal for luxury vehicle applications. The result is dramatically enhanced audio performance that surpasses the original factory system.”
The vehicle will be used as a company demo vehicle at strategic events and locations throughout the year.
LIBERTYVILLE, IL (06.26.25) – HEW Powered Subwoofer Systems bring more than just LOUD, POWERFUL sound — they elevate your entire audio experience. Featuring premium ELITE Series subwoofers, each HEW Powered Subwoofer System produces deep, impactful bass that you don’t just hear — but feel. Get ready to take on rich, high-quality sound that brings every song to life with intensity and clarity with HEW!
Coming in 10, 8, and 6-inch Hifonics ELITE subwoofer sizes — HEW Powered Subwoofer Systems are designed for easy installation in smaller spaces and are perfect for those who seek high-quality sound without compromising vehicle room. With a built-in, powerful amplifier ready to pump out clean and high-impact bass straight out of the box, every powered subwoofer delivers on power, volume, and quality.
LIBERTYVILLE, IL (06.25.25) – Maxxsonics has announced the launch of a new business and sales strategy designed to protect the integrity of its brands, uphold the trust of its customers, and reinforce its commitment to authorized sales channels. The initiative will leverage advanced data-driven capabilities to monitor and manage marketplace activity, enhance price policy compliance, and mitigate unauthorized sales activity.
“As our brands continue to grow in visibility and value, it’s critical that we invest in tools and strategies that defend that value across all platforms,” said Sherri Sawyer, Chief Financial Officer at Maxxsonics. “This program is a key step in ensuring our partners and customers experience our products as intended and backed by our full commitment.”
Maxxsonics aims to create a more transparent and reliable shopping experience while also protecting its reseller network. The effort includes and focuses on targeted enforcement and continuous oversight of third-party marketplace listings to ensure alignment with company policies.
“We’ve heard the concerns from our dealers and partners loud and clear. Unauthorized sellers create confusion, damage pricing integrity, and ultimately hurt the customer experience,” said Eddie Ramirez, National Sales Manager. “This initiative shows that Maxxsonics is taking real action to protect our customers and support those who do business the right way.”
The program is already in motion across all Maxxsonics brands, with early results showing positive impact on marketplace consistency and pricing compliance.
DIAMOND BAR, CA (06.25.25) – Automotive enthusiasts can now gain access to a thriving automotive community, exclusive discounts on industry and lifestyle brands, and special perks to help them stay on the pulse of the industry by becoming a SEMA+ member at www.sema.org/plus.
Building on the launch of SEMA’s Individual Membership in 2021, the rebranded SEMA+ membership delivers greater value to enthusiasts, consumers, and the industry community. Members can save money on aftermarket parts, gear, and services, spotlight their ride on SEMA social media, save money on tickets to select automotive events throughout the year, and stay updated on industry and advocacy news through a dedicated newsletter–bridging the gap between their automotive passion and the aftermarket community, events, and brands they enjoy.
“The reimagined SEMA+ program is more than a membership; it’s a movement to unite the industry and amplify its collective voice,” said AJ Carney, SEMA Senior Director of Membership. “With exciting new brand partnerships and updated programs and experiences, we aim to strengthen our foundation and further preserve, protect, and grow the automotive aftermarket industry in new and exciting ways.”
SEMA+ also offers great advantages for SEMA business members looking to reach broader consumer audiences. By becoming a benefit partner, businesses can get their brand noticed and promote their products year-round through the SEMA+ member portal.
SEMA+ x FuelFest SEMA+ has partnered with FuelFest, the nationwide celebration of horsepower, music, and family, to offer its attendees access to a SEMA+ membership for just $5 (+tax) – a savings of $35 off the annual SEMA+ membership price!
“Partnering with SEMA+ is an exciting opportunity to further connect our fans and attendees with new opportunities that benefit them far beyond our in-person events,” said Cody Walker, Founder, FuelFest. “FuelFest is all about sharing with our special family of enthusiasts, and this partnership supports our joint mission of combining excitement for the automotive world with non-stop action.”
FuelFest’s next stop will be local to SEMA HQ and at the foundation of American car culture, the Pomona Fairplex in Pomona, Calif., on Saturday, June 28. SEMA+ members can get 10% off FuelFest tickets by claiming their event discount code within their member only portal.
Following six years of record-setting shows in the Los Angeles area, the legendary National Hot Rod Association (NHRA) joins this year’s event, making possible non-stop head-to-head grudge matches on the world-famous quarter-mile dragstrip, in addition to drifting and music throughout the day. FuelFest ticket buyers – for LA and the additional 2025 events – can secure their discounted SEMA+ membership by scrolling down to the “Add-Ons” section at checkout at www.fuelfest.com.
SEMA+: Your Ride. Your Voice. Your Community. Anyone can join SEMA+ for just $40 a year — or $35 a year with auto renewal (that’s less than $3 a month) at www.sema.org/plus. New experiences and perks will continue to be added over time.
Contact SEMA Senior Director of Membership AJ Carney at ajc@sema.org with any questions.
MIDDLETOWN, CT (06.24.25) – At this year’s Mobile Expo 2025, GoFast Solutions launched its first-ever Vendor Top Gun Sales Challenge—a high-stakes, high-energy showdown that turned the show floor into a true sales battleground.
“With exclusive “day-of-show” specials and hundreds of retailers in the building, we challenged our vendors to outsell their counterparts in an all-out, no-holds-barred sales competition. Putting hundreds of retailers in a room with brand experts armed with smoking deals was a natural fit… toss in good-natured competition, and the result was one of the best Mobile Expos we’ve ever hosted,” said Bob Hernandez, VP of Sales at GoFast Solutions.
“Now it’s time to salute the standout performers who embraced the challenge and rose to the top” Hernandez added.
The 2025 Vendor Top Gun Winners
🥇 1st Place – Windshield Skin (Alan & Miya Bray) Alan and Miya didn’t just win—they dominated. With strategic selling, powerful product demos, and high dealer engagement, Windshield Skin not only took home 1st Place in the Top Gun Sales Challenge, but was also voted “Best New Opportunity” at Mobile Expo 2025 by attending dealers. A clear sign that their momentum is just getting started.
Screenshot
🥈 2nd Place – Memphis Audio (Ellis Mathis & Chad Boone) Ellis and Chad delivered on all fronts—closing deals, drawing crowds, and creating buzz. Their high-energy presence and booth design were a hit with attendees, earning Memphis Audio the title of “Best Booth” at Mobile Expo 2025.
Screenshot
🥉 3rd Place – Car Freshner Corporation (Pete Blumsack) Representing the iconic Little Trees® brand, Pete kept it cool and classic. With product recognition that spans generations and appearances in movies, music videos, and road trips across America, Car Freshner showed how a legacy brand can still turn heads—and convert sales.
“Thank you to all our Vendors as we extend a heartfelt thank you to every vendor who supported and exhibited at Mobile Expo 2025. Your energy, creativity, and commitment are what continue to make this show special. And this is just the beginning. Get ready for an even bigger, bolder Mobile Expo in 2026. We’re raising the stakes, expanding the opportunities, and setting the stage for a new level of dealer engagement. See you at the top” Hernandez concluded.
SAN PEDRO, CA (06.24.25) – Alpine was on site at the 2025 Electrify Expo event at the port of LA in San Pedro CA Saturday, June 21 and Sunday, June 22.
Alpine was set up in the Electrify Expo Show-Off and Aftermarket Pavilion where attendees were the first to receive demos and take advantage of exclusive purchase opportunities of Alpine’s first plug-in play subwoofer and amplifier upgrade kit designed for the Tesla Model 3 Premium and Model Y.
Long Beach-based Alpine authorized retailer, PCH Custom Audio, was also on site in the Alpine booth with Tesla systems available for purchase at special, event only deals, PCH Custom Audio’s Andrew Chavez related there was so much enthusiasm at the event. “We made so many demos. When someone got into a Tesla for a demo they didn’t want to get out! We set a number of appointments for Tesla owners to come into our store for their upgrade installation.”
Continuing “This year there was something extra special in the Alpine booth with the Rebel Off Road ‘Peak Charge’ Tesla Model Y that featured a 2 inch lift kit, off-road ready tires and a roof rack to hold gear. That would certainly be a great vehicle for some off the beaten path adventures. Again, we thank Alpine for giving us the opportunity to be at their booth at the Electrify Expo.”
PLEASANT HILLS, MO (06.23.25) – Chris Pace rolled the Arrowhead Marketing JBL Trailer onto the Cruise Night grounds in Pleasant Hill MO on Friday night, June 20. The third Friday of every month from May to October the Pleasant Hill Downtown Association hosts a Cruise Night. All hot rods, bikes, muscle, cars, and engine powered rolling contraptions are welcomed. Cruise night features raffle 50-50 pot, live music and more. Pleasant Hill it’s a town of less than 10,000 some 30 miles from Kansas City.
Chris Pace getting set up on Friday night at the Cruise Nights venue in Pleasant Hill MO
A wide variety of vehicles grabbed eyes at the event.
The event stretched into downtown streets.
During the evening, Chris had a lot of good interaction with attendees as he was in the middle of the venue with the band to the right of the trailer. For several years, Chris has been on the road in the MINK states (MO/IA/NE/KS utilizing the trailer to showcase new JBL products events and be on site at retailers events. Over the years Chris continues to make upgrades to the trailer and now it is a rolling showroom for JBL, Infinity and Epsilon products which Chris represents in the territory.
Chris Pace answering a question for an attendee in front of the Arrowhead trailer product demo display.
Groups got together to talk about the cool rides at the event.
Shining Classics were spotlighted around the event.
During the evening, Chris presented the latest from JBL and Infinity speakers with demos as well as Epsilon motorcycle products that he has loaded on the trailer. The motorcycle category is very hot in the marketplace and one side of the trailer spotlights products designed for motorcycle applications.
Chris Pace shows one of the Custom Ts available for attendees.
This image from downtown Grand Island NE is an example of events Chris does with retailers in the MINK States.
Chris related “I’ve had the trailer on site at this event previously. Once again we provided countless live demos for attendees and also found out what they’re interest is in automotive upgrades. Speaking to the customers we can always let them know about a nearby dealer that they could go see to add audio products to the ride. On the trailer we actually have competitive products so we can A/B the JBL and Infinity speakers to show how they stand out delivering clean loud sound.”
Concluding “The real summer season is just now getting underway and we will certainly log some miles with the Arrowhead JBL trailer around the MINK states in the coming months.”
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