Who says the American love affair with the automobile has ended? You’d never know that if you were in Las Vegas this week for the annual SEMA Show. Short for the Specialty Equipment Market Association its routinely ranked as one of the two biggest events in Sin City, bringing out tens of thousands of people to check out the latest in automotive parts and accessories, from dangly air fresheners to high-performance “crate engines.” More than 1,000 exhibitors will be on hand, including automakers like Ford, Chevrolet, Hyundai and Toyota and Headlight.News has this preview.
More than 1,400 automakers and aftermarket vendors will be exhibiting at this year’s SEMA Show.
The big Infiniti QX80 might look a little out of place at the Las Vegas Convention Center this week. Wander the cavernous halls and you’ll see plenty of Mustangs and Corvettes, more than a few Ferraris and plenty of hot rods and sports cars. But the Japanese SUV fits in better than you might expect. It’s actually a special one-off concept vehicle, dubbed the R-Spec, and it shares the same 3.8-liter V-6 found in the Nissan GT-R, making as much as 1,000 horsepower.
Infiniti is just one of the many automotive brands making an appearance this week at the annual SEMA Show, sponsored by the Specialty Equipment Marketers Association. The trade group represents a vast array of parts makers, automotive manufacturers, “tuners” and others who feed the American love affair with the automobile. In practical terms, that covers everything from cabin air fresheners to high-performance “crate” engines and just about anything else used to repair, tune-up or update an automobile. Last year, SEMA members generated more than $52 billion in revenue, and that’s expected to top $55 billion before the end of the decade.
“The SEMA Show is the place where you’ll find everything you might want for your car,” explained Tom Gattuso, the vice president of events for the 68-year-old trade organization. “We bridge the gap between performance and day-to-day driving.”
Big turnout expected
SEMA expects about 150,000, maybe 160,000 attendees, maybe a single digit percentage behind prepandemic shows.
SEMA Show turnout is expected to be big this year, with as many as 1,400 exhibitors expected to take up most of the Las Vegas Convention Center’s 2.5 million square feet of exhibit space.
Even during the COVID pandemic, attendance approached 100,000 – especially after SEMA made a major change in its program. Traditionally, the show was restricted to industry professionals, everyone from repair techs to performance engineers and, of course, industry marketers. They’ll have exclusive access to the convention center, starting November 4. But come SEMA Show Friday, it will open up to the public.
And things wrap up with a concert featuring “Queens of the Stone Age,” “The Black Crows,” and “Neon Trees.
A changing market
The automakers have been making a big splash at the SEMA show for years.
When SEMA was formed back in 1957, the trade group was heavily focused on performance, Gattuso explained during a Zoom call. That’s “still the majority of the show,” he said, “perhaps 65%…though a good portion of the attendee base work in repairs.”
The very definition of performance has changed over the decades, as one discovers at SEMA. Sure, there are still plenty of hot rods, sports cars and muscle cars on display. But EV performance has become a big thing. Chevrolet introduced a special battery-power crate motor a couple years ago at SEMA for those who wanted to burn rubber in a slightly more environmentally friendly way.
One key change over the last few SEMA Shows: the rise of Gen-Z and Millennials who are expected to account for 75% of sales for the trade group’s members by 2030. And that’s already influencing what’s on display, with a growing presence of suppliers for off-roading and overlanding parts and accessories. Meanwhile, Gattuso said, he’s beginning to see a shift away from SUVs and CUVs back to sedans, coupes and hatchbacks.
2025 SEMA Show highlights
While they may make up a small share of the 1,400-odd SEMA Show exhibitors, automakers typically have an outsized presence, rolling out some wild custom concept vehicles – often with the help of other show exhibitors. Here are some of our favorites this year:
Dodge Charger Hustle Stuff Drag Pak
The work of the reborn Stellantis Street and Racing Technology division, it starts out with the Hemi-powered version of the new Dodge Charger given a once-over by SRT. That includes a 3.0-liter Whipple supercharger, all-new H-beam connecting rods, Diamond aluminum pistons, all-new forged-steel eight-counterweight crankshaft and more. The stock transmission is swapped out for a 3-speed Coan Racing gearbox. There’s an upgraded 4-link rear suspension, the car gets double-adjustable coilover shocks. It also gets some retro-futuristic body upgrades, including carbon fascia elements like the hood, doors and front fascia.
Hyundai Ioniq 9 goes BigTime
The Korean carmaker partnered with two YouTubers, Jeremiah Burton and Zach Jobe, to create this “ultimate off-roader.” They started out with a stock version of the 3-row Hyundai Ioniq 9 EV, giving it an aggressive lift, all-terrain tires and useful off-road features like a bank of spotlights. “We’re stoked to be working with Hyundai on the IONIQ 9. EVs have come a long way, so getting a chance to put our own spin on an off-road-themed IONIQ 9 is pretty cool,” said Jeremiah Burton, Chief Executive Officer at BigTime.
Nissan Dune Patrol
Think of this on Nissan’s Pro-4X as the ultimate, ultra-comfortable support vehicle for the most extreme off-road events. It features a number of NISMO off-road parts, including a custom long-travel racing suspension, widened fenders and prototype NISMO 18-inch AXIS beadlock wheels wrapped in 37-inch Yokohama GEOLANDAR M/T G003 tires. Nissan and its partners added features useful for desert racing, including additional storage and mounting solutions. Along with the Dune Patrol, the automaker also is showing off the Frontier Rapid Runner which, it says, has undergone “a radical transformation from the ultimate tailgating rig to the thrill-seeking partner for white-water kayaking.
Honda Racing Corporation to Showcase New Prototype Performance Parts, Concept Cars and Race-Bred Machines at 2025 SEMA Show
Honda pairs up for rally and off-road racing
The new Civic Type R HRC Rally XP starts out as a stock version of the sporty coupe but gets updated for off-road rallying. “This street legal vehicle is built to compete in American Rally Association (ARA) 2WD class,” the automaker explains, “to help bridge Honda’s touring car legacy with rugged performance innovation.” Then there’s the Passport TrailSport HRC Concept which Honda says is “engineered for off-road terrain and overlanding exploration, this concept vehicle features a comprehensive suite of enhancements across performance, protection, lighting and utility.”
Infiniti QX80 meets Nissan GT-R
“Infiniti turns its flagship luxury SUV into an unexpectedly raw performance machine with the QX80 R-Spec build1, making its public debut at the 2025 SEMA Show. It has unprecedented performance from a version of the legendary Nissan GT-R’s twin-turbo engine tuned to be capable of 1,000 horsepower,” the luxury brand boasts. The flagship SUV gets a wide range of updates to body and soul, if you will, much of that focused on the Nissan GT-R-derived powertrain which features custom turbos and intercoolers, exhaust manifolds and an upgraded fuel system.
Toyota Camry GT-S Concept
This Toyota show car is out to shatter any perceptions that the Camry is just a plain vanilla sedan. It undergoes an array of modifications to the body, suspension and powertrain, Toyota using the GT-S Concept to test whether there’s enough consumer interest to actually start building a performance version of the familiar Camry. “The Camry GT-S Concept is more than just a SEMA one-off—it’s a study in what a performance and style package could mean for Camry in the future,” said Adam Rabinowitz, chief designer, Toyota CALTY Design Research.
Ford Maverick 300T Project Vehicle
Ford takes its smallest pickup and transforms the mild-mannered Maverick into a beast, bumping output of its 2.0-liter engine up to 300 hp and 317 lb-ft of torque. “Developed from direct customer feedback and community passion,” the automaker explained, “this project vehicle was created to provide Maverick owners with a factory-engineered solution to unlock serious performance, enhanced handling through suspension upgrades, and distinctive styling for their truck.” Look for this take on the Ford F-150 Raptor, as well.
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