SEMA Dispatch 1: Most Aftermarket Buyers are Under 40

“The bulk of our customers” are Millennial and Gen Z, according to SEMA

WELCOME TO a paid-only edition of Race Day with news, notes and rumors from the SEMA Show in Las Vegas. It’s about where consumers are spending their money, and how companies are trying to reach them.

Please consider upgrading to a paid membership — it helps us take trips like these.

In today’s email:

• Tire Companies are M.I.A.: SEMA all-stars no longer

• Who’s Buying Parts: The surprising truth (unless you read Race Day)

• Recaro is Still Here: Two new products are set to make a splash

👇 And now: Here’s this week’s paid-access article:

---

Where are the Tire Brands?

SEMA was once loaded with elaborate displays from tire companies. But this year, those brands are missing.