by Matt Konkle
Managing Editor
Every year it seems like the annual Specialty Equipment Market Association show has one vehicle or theme that sticks out to its vast audience in the off-road division.
Long ago it was the Wrangler TJ and its swap from square headlights back to round, as well as the move to coil springs for better ride quality. Then, came the Jeep JK and its move to four-door greatness — a change many, including lead designer Mark Allen, said saved the Wrangler brand.
Of course, as time moved on, the latest JL Wrangler saw its time in the sun as well as JT Gladiator.
Last year, the re-imagined Ford Bronco took stage all across the aisles.
And this year, well, this year it looks like electrification is set to assume control.
For those not in the know, SEMA is a show that brings together many in the automotive industry, both manufacturers and buyers, to discover (among other things) the latest trends and products, as well as showing off countless vehicles stuffed full of those products so everyone in attendance can see how they look.
This time around, SEMA expects more than 2,400 exhibitors to display their wares and around 70,000 people to attend. It annually is the second-largest event at the Las Vegas Convention Center behind the Consumer Electronic Show.
This year also marks the second that most off-road and truck vendors will be in the Conference Center’s $1B, 600,000 square-foot West Hall. The spacious facility has more than enough room to support most of the top manufacturers around, with rows and rows of everything from front bumpers to rear hitches.
Quadratec will be right in the center of that new West Hall all throughout SEMA week, as the company will be exhibiting products from its vast selection of house brands like Carnivore bumpers, Lost Canyon, Res-Q and Tredhawk recovery equipment, and Lynx suspension/wheel products.
In addition, Quadratec is holding a Tuesday press conference to unveil its latest SEMA build that squarely ties into this year’s overall SEMA theme.
Vehicle electrification, as many have seen over the past few years, has emerged from a fringe element into something that is starting to dominate the industry. From small cars to large trucks, all kinds of automakers are pouring billions of dollars into research to develop usable technology to make these combustion-free vehicles viable.
While many remain skeptical, nearly every brand is charging ahead to have electrified options, or at least hybrid ones, in nearly all their model lineups.
For SEMA this year, it plans to dominate the LVCC North Hall with all kinds of electrified vehicles, as well as highlighting the latest advancements in EV technology — all so manufacturers understand just how important this trend is becoming in the industry.
“The EV aftermarket is evolving quickly and continues to change; we’re curating a unique collection of the latest products related to electric vehicles and the aftermarket,” said Tom Gattuso, SEMA vice president of events. “SEMA Electrified will help businesses see the latest trends and understand how the EV market has evolved. Visitors will gain an understanding of the advancements and opportunities for the future.”
According to SEMA, alternative powertrains currently represent just 1% of the 250 million cars, SUVs and light-duty trucks in operation on American roads, sales and interest in EVs are increasing rapidly. So it wants to highlight products and ways to purpose-build these vehicles so its member companies can readily adapt to this growing market segment.
Jeep, and especially its parent Stellantis, has also fully embraced electrification. The automaker recently unveiled a fully electric vehicle dubbed Avenger that should reach European showrooms early next year. And its current 4xe is dominating sales in the hybrid market.
It has also brought along a fully-electric concept vehicle, Magneto, to the last two Easter Jeep Safari events in Moab, Utah. Stellantis CEO Carlos Tavares is on record that the company wants at least one electrified option in every brand by later this decade.
“Electrification is the future,” he said earlier this year during a media event. “We are fully embracing electric clean mobility. It is the best way to go, and our highly successful Jeep brand is leading the way, with Chrysler preparing to relaunch as a fully electric brand by 2028. Our 4xe deployment [of plug-in hybrid Jeeps] was very timely, and we are working on our first pure EV Jeep (Avenger).”
This year’s SEMA show takes place from November 1-4.
