The automotive performance world mourns the loss of a titan.

Ed "Isky" Iskenderian, the legendary engine builder known globally as "The Camfather" and the first president (a role equivalent to today's Chairman) of SEMA, has passed away at the age of 104.

Iskenderian was the last surviving founding member of the group that established SEMA in 1963. At its inception, SEMA was an all-volunteer organization; Ed and his fellow founders took on the task of organizing the industry in addition to running their own burgeoning businesses. This selfless dedication transformed a hobby into a professional, $52 billion global industry.

From his early days as a pioneer in the post-war dry lakes racing scene to his role as a global manufacturer of high-performance camshafts, Iskenderian's influence on the aftermarket cannot be overstated. He was instrumental in transforming a fragmented hobby of "hot rodders" into a professional, multi-billion-dollar global industry that champions innovation and the freedom to customize.

Mike Spagnola, President and CEO of SEMA and PRI, issued the following statement:

"Today, the automotive world lost its North Star. Ed Iskenderian was not just a founder of SEMA; he was the soul of it. As our first president, he turned a hobby into an industry and a community into a movement. Long before there were data logs and computer modeling, there was Ed--a man with a slide rule, a cigar and an uncanny ability to find power where others found limits.

Ed's impact goes far beyond the horsepower he helped create. He pioneered the spirit of entrepreneurship and advocacy that defines our members today. While we mourn the loss of 'The Camfather,' we celebrate a century of a life lived at full throttle. Our thoughts are with the Iskenderian family and the millions of enthusiasts who carry a piece of his legacy under their hoods. We are all driving in the tracks he laid down."

Under Iskendarian's early leadership, SEMA was founded to provide a unified voice for manufacturers during a time of rapid growth and increasing regulatory scrutiny. His ability to unite competitors for the greater good of the industry remains the cornerstone of the association's mission today.

Iskendarian was inducted into the 1978 SEMA Hall of Fame and the inaugural PRI Hall of Fame in 2024. PRI Magazine caught up with Iskendarian last year for a feature article. You can read that story here.

U.S. Representative Jay Obernolte (R-CA-23) recently visited the world-famous King of the Hammers (KOH) off-road race in Johnson Valley, California. This SEMA- and PRI-coordinated visit brought Rep. Obernolte to the event in his Southern California district, where he met with organizers and key stakeholders to go behind the scenes at Hammertown and discuss some of the most pressing issues facing the off-road and aftermarket communities. Rep. Obernolte's visit also included an aerial tour of Johnson Valley via helicopter. 

Rep. Obernolte is leading the way to ensure that Johnson Valley remains a shared-use area for motorized recreation. Of note, the U.S. military released a proposal in August 2025 that would greatly expand its access to the airspace above KOH, which is used for medevac and for drone footage of events like KOH. The Congressman has led the fight to ensure the airspace above Johnson Valley continues to be shared by engaging the U.S. military and the Federal Aviation Administration leadership on the issue.  

Rep. Obernolte is also the co-lead sponsor of the "ADAS Functionality and Integrity Act," or H.R. 6688. This bipartisan bill is critical to ensuring that aftermarket businesses have the information needed to properly calibrate ADAS after a vehicle has been modified by requiring the National Highway Traffic Safety Administration (NHTSA) to create guidelines outlining when ADAS must be calibrated and procedures clarifying the procedures for calibrating these systems. Click here to send a letter to your U.S. Representative requesting that they support this important bill. 

"King of the Hammers is more than a world-class off-road event--it is a showcase of the innovation, craftsmanship, and community that define the High Desert," said Rep. Obernolte. "Every year, it brings jobs, tourism, and national attention to our region, supporting local businesses and highlighting the deep connection between motorsports and American manufacturing. It was a pleasure to join organizers, competitors, and fans at this year’s event and to witness that impact firsthand." 

 

For additional information, contact Eric Snyder, SEMA's senior director of federal government affairs, at erics@sema.org.  

With the potential for more than 40 private face-to-face meetings across three days, the Media Trade Conference is the industry's most efficient, effective and affordable way for media members to find out exactly what's new--and what's on the way--from top motorsports parts manufacturers. Located across four floors of hotel space, it's a practice of perfect efficiency, only matched by the winningest of race teams. 

“The Media Trade Conference is a high-ROI show for us,” said Gabe Flores of Classic Industries.  

This year in Garden Grove, California, SEMA and PRI editorial teams were once again on hand, finding the pulse of the motorsports and high-performance aftermarket to see what's changing, what's working and what's coming next.  

New-for-2026: MPMC Rebrands as the Industry Shifts 

Among the big shifts discussed this year was the new rebranding of the Motorsports Products & Media Council (MPMC). Formerly known as the Motorsports Parts Manufacturers Council, the newly rebranded MPMC reflects one of the most consistent themes heard throughout the week: closer collaboration between manufacturers and media is no longer optional, but essential, for good business. 

 

This ties directly into the increased importance of working with content creators, something MPMC embraced a few years ago by opening event registration to non-traditional outlets like influencers.  

"Our conversations with content creators are quality this year. We're learning what's working for them online. We also thought they'd be more rigid, but a lot of them are willing to work with us on different projects," said Jason Weidmann of The Wheel Group.  

"The MPMC Media Trade Conference this year is bringing good, quality conversations. Content creators and enthusiasts bring a good layer to the event," said Ross Berlanga of TMI Products. 

What Brands Are Talking About

Brands including Summit Racing, the retailer and wholesaler, are realizing these new-age media members can be viewed as a genuine business tool, rather than a promotional gimmick.  

"Our affiliate program is one of our biggest pushes right now. This gives content creators the opportunity to earn revenue while the Summit brand gets reach. [Some of the brands we sell] have actually asked us to start this program," said David Fuller of Summit Racing. 

 

And perhaps going beyond the norm, Summit Racing actually created its own production company before COVID. "We have our own studio for podcasting, live streaming, and social content," said Fuller. A look at Summit Racing's YouTube page with 226,000 subscribers boasts titles about different products, how-to instructionals and general industry knowledge. Think "Look for These Things Before Buying that Junkyard Engine!" and "Bust Stubborn Bolts Loose with Ease!" type of content.  

Tied into this theme was a statement from Bridney Jordan with The Wheel Group, who pointed out that while short-form videos seem to be taking off for other industries, long-form videos are "where it's at" for the automotive and motorsports spaces. "Storytelling is back," said Jordan.  

Of course, this type of content is created with an ultimate goal in mind: drive product sales. That goal was realized when one MPMC exhibitor, Cache Inc., had a video go viral online.  

"One of our Reels went viral in Mexico. It brought a lot of questions about whether we ship our products internationally (and we do)," said Lars McCleary of Cache. "We've also had some viral success in Saudi Arabia and South American markets."

Manufacturing Efficiency, AI and Scaling Business 

It's no secret that efficiency is the name of the game for winning race cars, but perhaps even more so for the manufacturers making the products on that car. Yes, there's a growing need to find efficiency and scalability behind the scenes. 

One brand that found success in that space is BMR Suspension, the provider of performance aftermarket suspension and chassis systems. BMR has acquired new businesses but has kept its manufacturing space the same, a 114,000 sq. ft. facility in Lakeland, Florida. "We're adding new brands but keeping the same overhead and space, knowing we have the capacity for even more brands. It's just good business," said Allan Miller of BMR. 

From increased automation to artificial intelligence (AI), companies are actively seeking smarter processes that keep costs down without sacrificing quality. In fact, the latter was a main speaking point on Tuesday during a keynote titled "Artificial Intelligence: Solving Automation in Manufacturing." Ben Heng, general partner with 99VC, led a discussion on how AI-driven automation is already reshaping manufacturing processes, supply chains and quality control, and how motorsports manufacturers can leverage these tools to scale production while maintaining precision. 

Marketing Approach: Education Over Everything 

Across meetings, one message was clear: media, education and manufacturing strategy are now as critical to success as the products themselves. 

Melissa Parra of Speedmaster spoke about how more manufacturers and motorsports businesses are renting out tracks for customer appreciation days or brand events. This, of course, benefits both parties, supporting local race tracks and building loyal customers to the host brand.

In our same meeting, Parra also pointed out how the Speedmaster brand attends many races of all sizes throughout the year, often stopping in small towns. "When we're out there, we're seeing the passion for cars among everyone, but especially young people. We were at a restaurant one night, and our waitress kept asking about the race we were at, and how she wanted to go,  but nobody would cover her shift--because they were all at that race themselves," Parra said. "It's clear that racing is here to stay." 

 

Customer education also emerged as a top priority, with many companies focused on helping racers and enthusiasts better understand not just what to buy, but why it matters and how to install those products correctly to maximize performance. Of course, this means brands are recognizing education either through long-form videos, website content or even training technicians in the field to position themselves as trusted industry advisors.  

One approach is to certify installers to work directly with your customers, something seemingly mastered by Centerforce Clutches, which is developing new relationships with shops around the nation.  

“These installers purchase our products at discounted prices, and this helps our relationships with our 'Do-It-For-Me' customers. So, we turn these installers into technicians and dealers of our products,” said Chris Thompson of Centerforce, who estimated around 70% of their customers fall in the “Do-It-For-Me" category today, whereas 30 years ago, he estimated, those types of customers accounted for only 30% of business.  

 

Alex Taylor: A Symbol of the Industry's Direction 

In the theme of rebranding and shifting to a new era of motorsports media, this year's Robert E. Petersen Award, an annual ceremony in conjunction with the event, was presented to someone from the non-traditional media space and to a female for the first-time ever: motorsports influencer Alex Taylor, the founder of Alex Taylor Racing and a co-host of MotorTrend's "Hot Rod Garage." Though Taylor was unable to travel to the event due to weather, her sister was able to accept the award on her behalf.

Taylor, a drag racer herself, has blended her marketing expertise with her deep-rooted passion for the automotive world. Through this unique combination, she has grown nearly one million followers across her platforms. Rather than using racing as a backdrop for content creation, she leverages modern media as a tool to fund, document and advance her true passion: racing. 

Taylor uses storytelling to share her journey, highlight automotive history and collaborate with industry-leading brands. Beginning with online automotive forums in 2012 and evolving to long-form content on YouTube, she has cultivated a loyal, knowledgeable and highly engaged audience.  

Giving Taylor this award aligns with the new MPMC rebrand and the industry's broader embrace of new media as a growth driver. As manufacturers increasingly focus on education, storytelling and trust-based content, Taylor's hybrid identity as a racer, marketer and educator exemplifies the direction many brands are heading. 

SEMA Annual Meeting Informs Industry Members  

The three-day event also included time for the SEMA General Membership Meeting, which was led by SEMA Chair Melanie White and SEMA President and CEO Mike Spagnola. The meeting provided attendees with a high-level look at how the association is supporting members and responding to the current state of the industry, which was highlighted by a look at SEMA's year-round business solutions like SEMA Garage and SEMA Data, with free opportunities for business members.  

The meeting also introduced recent and upcoming advocacy efforts led by SEMA and PRI's Washington, D.C., office. Education about advocacy helps members navigate regulatory challenges, like our recent push to protect the Right to Race in various states around the nation, from their end. 

Attendees of the annual meeting also received updates on SEMA and PRI's latest initiatives and priorities, reinforcing the association's role as a strategic partner for manufacturers, media and the broader automotive aftermarket. 

 

MPMC Media Trade Conference: Powered by Industry Support 

The 2026 MPMC Media Trade Conference was made possible through the support of event sponsors, including Autofluencer, Blueprint Engines, Carlyle Tools, Hot Shot's Secret, NAPA, PEAK Performance, Racer and Summit Motorsports Park. Their continued involvement underscores the value of bringing manufacturers and media together in a focused, productive environment. 

As the Motorsports Products & Media Council moves forward under its new name, the 2026 Media Trade Conference made one thing clear: collaboration, education and innovation are driving the next chapter of the motorsports industry, and the conversations happening behind the scenes today are shaping what racers and enthusiasts will see on track in the season ahead. 

Next year's MPMC Media Trade Conference will take place February 2-4, 2027, in Orlando, Florida. 

SRO is expanding the SRO GT Academy by providing six drivers from as many different series with career-changing opportunities for 2027, the sanctioning body announced.

Open to FIA Silver-graded drivers under the age of 30, the Academy will take a holistic approach to unearthing new talent. This year's program consists of three distinct elements, each awarding a specific prize for 2027. In all three, points will be awarded based on criteria such as speed, race craft, and behavior on and off the track.

The driver development program offers a structured route to the top of international GT racing and with the global talent search including six series on four continents.

The program began in 2025 as part of the Championnat de France FFSA GT, with 19-year-old Gaspard Simon crowned the inaugural winner. He has been awarded more than $175,000 towards a seat in GT World Europe, as well as support and mentoring.

The FFSA GT element remains this year, with the winner once again set to receive a contribution of more than $175,000 to secure a place on the GT World Europe grid in 2027. The French series represents the foundation of the Academy, with drivers competing in GT4 cars that provide close competition at a realistic price point.

Two new elements will be introduced for 2026. In GT2 Europe, the initiative will be open to drivers competing with either Ginetta, Ligier, Maserati, or Mercedes-AMG machinery, while additional manufacturers may join ahead of the new campaign. The winner will earn a fully funded (excluding crash damage) Mercedes-AMG seat with an AMG Customer Racing Team for the 2027 GT World Europe Endurance Cup. 

The third element takes a different approach. A quartet of drivers--one each from British GT and the continental GT World series in America, Asia and Australia--will earn a fully-funded seat at the 2027 CrowdStrike 24 Hours of Spa. This international cast will join forces in an SRO GT Academy car at the 24-hour race.

A number of common regulations will apply across all three elements. In addition to being classified Silver by the FIA and under 30 years of age on 31 December 2026, drivers must run the full season in their chosen series. Competing for the Academy prize in more than one series is not permitted, and entrants may not have participated in more than one GT World Europe event.

Points-scoring will be based on both a common set of criteria--such as average race pace over 10 laps and fastest individual times--and continent-specific requirements that include but are not limited to qualifying results and the race classification as the pit window opens. Conversely, drivers deemed responsible for incidents by the panel of stewards or race-ending accidents will incur a points deduction.

Speedmaster has signed a multiyear partnership agreement with John Force Racing to serve as the co-primary sponsor of the Burnyzz Speed Shop Top Fuel dragster driven by Josh Hart in the NHRA Mission Foods Drag Racing Series, the company announced.

Hart and the Burnyzz Speed Shop/Speedmaster Top Fuel dragster team will make their debut at the NHRA's 75th Anniversary season-opening Amalie Motor Oil NHRA Gatornationals in Gainesville, Florida, March 5-8.

The partnership also includes associate sponsorship of all three of the 24-time championship organization's Funny Car teams with drivers Jack Beckman, Alexis DeJoria, and Jordan Vandergriff.

"Speedmaster has always admired what John Force Racing represents, an unmatched legacy built on performance, resilience, and winning at the highest level," said Speedmaster CEO Jason Kencevski. "Becoming part of that legacy through a multiyear partnership is a proud moment for us. Having Josh Hart behind the wheel representing Speedmaster and Burnyzz is incredibly exciting. Josh is a driven, successful CEO, and there's a strong alignment between his mindset and our vision. This partnership brings together legacy and the next generation, and we believe it helps set a powerful example for young entrepreneurs and leaders across the automotive industry."

"I've chased sponsors for decades, and had people chase sponsors for me almost as long, but this is the first time I've had a driver put a sponsorship program together," said 16-time NHRA Funny Car world champion and team owner John Force of Hart's efforts. "Josh had the relationship with Jason and Speedmaster, and he made the deal, so he deserves the credit. I'm just thrilled to be a part of it and have this partnership across all our race cars."

For more information, visit johnforceracing.com.

Image courtesy of John Force Racing

Industry members are invited to participate in the 2026 SEMA and PRI Washington Rally, taking place in our nation's capital on May 5-6, 2026. 

The SEMA and PRI Washington Rally is one of our industry's most important events. The Washington Rally provides an opportunity for SEMA and PRI member companies to come together and advocate on behalf of the specialty-automotive aftermarket and motorsports parts industries with members of Congress. 

With the 2026 mid-term election in November and the balance of power in both the House and Senate up for grabs, it's more important than ever for SEMA and PRI members to come to Washington, D.C., to advocate for the industry. Whether it's protecting the right to modify vehicles, creating tax certainty for race tracks, expanding motorized access to federal government lands or another policy issue that's important to your business, there are many important issues facing SEMA and PRI members in the nation's capital.  
 

While in Washington, D.C., you will have the opportunity to network with your colleagues in the automotive aftermarket industry, meet with your members of Congress and their staff to discuss critical issues and advocate for policies that will benefit our industry. Your participation helps ensure that our industry's concerns are heard and that we can continue to innovate and grow. 

 

2026 Washington Rally Itinerary (All times EDT) 

Tuesday, May 5, 2026 

SEMA and PRI PAC Reception 

5:30-6:30 p.m., Royal Sonesta Washington, D.C. Capitol Hill, Sapphire Room and Terrace (Penthouse Level) 

A PAC contribution for the suggested amount of $250 per individual is required to attend this event. If you have already made your 2026 SEMA and PRI PAC contribution, this event may be complimentary as a part of your PAC membership benefits. Please direct questions to Eleanor Rollings, SEMA director of PAC development, at eleanorr@sema.org. 
 

Washington Rally Congressional Dinner 

6:30-8:30 p.m., Royal Sonesta Capitol Hill, Crown Ballroom (Penthouse Level) 

 

Wednesday, May 6, 2026 

Breakfast and Welcome Briefing 

7:30-8:30 a.m., Royal Sonesta Capitol Hill, Crown Ballroom (Penthouse Level) 
 

Morning Meetings with Congressional Lawmakers and Staffs 

9:00 a.m.-12:00 p.m., House and Senate Office Buildings 
 

Congressional Luncheon 

12:00 p.m.-1:30 p.m., Capitol Hill Club 
 

Afternoon Meetings with Congressional Lawmakers and Staffs 

2:00 p.m.-5:00 p.m., House and Senate Office Buildings 

 

Hotel Accommodations 

There are a limited number of rooms available in a SEMA/PRI block at the Royal Sonesta Washington, D.C., Capitol Hill, for $409 per night, plus tax. A link to book a room is provided upon completion of the registration process. 

For more information on the Washington Rally, contact Eric Snyder, SEMA's senior director for federal government affairs, at erics@sema.org. 

The International Hot Rod Association (IHRA) announced today that IHRA Pro Stock will officially replace the Factory Stock Showdown (F.S.S.) category beginning with the 2026 season.

The IHRA Pro Stock class will feature factory-built, supercharged platforms, including the Chevrolet COPO Camaro, Dodge Drag Pak and Ford Mustang Cobra Jet.

IHRA leadership views the change as a natural progression and strengthening of professional drag racing within the organization, aligning with the association’s long-term vision for growth, competitiveness and national relevance, sanctioning body officials said, and has been built to preserve factory identity while delivering a high-performance, fan-focused racing product.

IHRA Pro Stock will compete in both of IHRA’s premier championship platforms: the IHRA Outlaw Nitro Series and the IHRA Triple Crown Series.

This integration provides racers with multiple opportunities for exposure, championship contention and substantial financial incentives, the organization said.

For more information, including payout structure, visit ihra.com.

The race to the 2026 PRI Show is underway! Exhibitors can gain an early edge by securing their booth space NOW for the 2026 PRI Show, set for December 10-12 in downtown Indianapolis.
 

This year proved once again why the PRI Show is the epicenter of industry business—the place where the most innovative exhibitors meet the most dedicated, purchase-ready buyers. The brands that win at PRI are the ones that act first. They're the booths buyers flock to, the launches everyone talks about, and the companies competitors scramble to keep up with.

The process to submit an ESRA is a little different this year. Check your inbox for instructions now that booth reservations are officially open!

Questions? Contact sales@performanceracing.com.

You'd be hard-pressed to find a spot on the PRI Show floor that doesn't have something new, innovative, or ground-breaking on display. But there's only one place in the Indiana Convention Center where plenty of the industry's latest and greatest racing parts and products can be found in one convenient location.

Every year, leading manufacturers from a variety of racing segments submit their top products for inclusion in the Featured Products Showcase, a can't-miss activation that distills the boundary-pushing efforts of the motorsports world into one PRI Show exhibit. Spanning most of the Capitol Connector—the hallway that links Lucas Oil Stadium with the Capitol Cube—the Featured Products Showcase puts a spotlight on the best the industry has to offer. Whether it's something as "simple" as a bolt kit or as complex as an FIA-grade, carbon-fiber steering wheel with a built-in LCD screen, each product in the display is a highly engineered answer to one of racing's infinite number of questions.

As soon as the PRI Show opened on Thursday morning, the racers, builders, fabricators, and all the other industry professionals attending the PRI Show flocked to the Showcase in search of those answers.

"I like to stay on top of the new stuff that's out there," said Bill Bowling, owner of Michigan-based House of Horsepower and a long-time PRI Show attendee. "I've been doing this for quite some time. I always walk the Featured Products Showcase because I like to see what's new and next level to incorporate into my builds."

Kirk Barber, a mechanic for Brownsburg, Indiana's Barber Brothers Motorsports sprint and midget car team, also finds value in the Featured Products Showcase. He uses the collection of new and popular products to inform whom he'll talk to on the PRI Show floor.

"It's a quick way to highlight new stuff that's coming out from various companies," Barber said. "I'll take some product ideas here and take them to the Show floor to [ask] more about the application and the specifics of it."

But it's not just racers using the Showcase as a jumping-off point for the weekend or a source for new parts. High-profile series and sanctioning bodies also use the Showcase—and the PRI Show at-large—to source new products that can make a difference for the series, its teams, and its drivers. That includes Kip Childress, executive director of the zMAX CARS Tour, who also served as a judge for this year's Featured Products Showcase awards.

 

To read the full article, plus hundreds of other articles like it, for free, sign up for a digital subscription to PRI Magazine on Zinio here.   

Once you download the Zinio mobile app or are logged into Zinio on a desktop browser, you will gain immediate access to more than a year's worth of content, including "Innovation Headliners: Featured Product Showcase" here and additional coverage in the January/February 2026 issue here.

Import drag racing has been labeled as many things, but disruptive is the most accurate. Japan's economic boom of the 1980s led to timeless import creations from automakers eager to share the enjoyment of cars at a friendly cost. A new generation of enthusiasts took notice, and it wasn't long before they found ways to make more power. Import fans followed a trajectory similar to the hot rodders who flocked to Southern California streets after World War II, yet import enthusiasts carved their own unique mark in automotive history.

The import scene exploded on the streets of Los Angeles in the early 1990s. In its infancy, enthusiasts gathering every weekend would challenge each other in head-to-head contests that evolved into risky, unsanctioned events. Crowds of spectators and racers showed up to street races several nights a week, inspiring import racing culture across America.

Its rise in automotive influence was swift. Car clubs such as Cyber, Redline, Split Second, Team Precision, and Wicked Racing pushed boundaries of street performance. Tracks eventually allowed imports to compete, and records were set. Popularity surged even higher when sanctioned events began, and the crowd turnouts were massive, opening the door for aftermarket and performance companies and sponsors to elevate the battlefield. Import drag racing seemed poised to become the next step in a proud legacy of drag racers.

But by the mid-2000s, the sport abruptly lost its momentum. Why?

STREET RACING

The import community gained popularity quickly due to several factors, according to Kenji Sumino of GReddy Performance in Irvine, California.

"I think it was the perfect timing," he said. "The popularity of just fixing up cars—we didn't have internet back then, no live streaming. People still spent more time outside, going on cruises. People went to Hot Import Nights and Import Show Off. Car culture was much bigger, for sure."

"Like anything, it started in the streets," added Jeremy Lookofsky, a pioneer in Honda drag racing and owner of Drag Cartel Industries in Simi Valley, California. "California was the place to be. A lot of it started with gatherings. Today, they call it 'cars and coffee.' Ours was a lot less organized. It was more chaotic."

The greater Los Angeles area was the center for many import car clubs in the early 1990s. They were often misrepresented in mainstream media, which paired the violent crimes of Los Angeles gang activity with street racing.

Sumino said racing was the main focus of import culture at the time. "We started in street racing with Myles [Bautista] and the guys out in Sylmar and Gardena. Myles' shop [Rev Hard] was in North Hollywood. I used to spend all my free time building up Myles' drag car out there."

 

To read the full article, plus hundreds of other articles like it, for free, sign up for a digital subscription to PRI Magazine on Zinio here.   

Once you download the Zinio mobile app or are logged into Zinio on a desktop browser, you will gain immediate access to more than a year's worth of content, including "Drag Racing's Phoenix: Import Drag Racing" here and additional coverage in the January/February 2026 issue here.