DIAMOND BAR, Calif. — The Specialty Equipment Market Association (SEMA) has renamed its Light Truck Accessories Alliance as the Truck & Off-Road Alliance (TORA) to provide more focus on the growing off-road segment.
TORA will continue to represent businesses related to traditional pickup accessories, such as bedliners, running boards and caps, but will include off-road products such as specialty tires, wheels, suspension components and nerf bars, in the off-road and UTV markets, the association said.
The change was made to provide the growing off-road segment with a dedicated council, while recognizing the crossover from many truck accessory companies, SEMA said.
"We're excited to embrace the off-road market and provide businesses with a group that will help to advance the entire truck industry," TORA Chair Kathryn Reinhardt said.
"We want the off-road industry to know that we are here to help their business and the market succeed."
The council's origins date to 1989 when 18 members formed the Truck Cap Industry Association, which later merged with SEMA in 2000. Throughout the years, the name of the council changed, but the group continued to serve the truck market.
TORA, like other SEMA councils, provides a defined segment of the automotive aftermarket with a forum to network, collaborate and address concerns specifically to a niche market or group, SEMA said.
Most recently, TORA members gathered in Moab, Utah, in conjunction with a SEMA Town Hall Meeting, where the council's new name was revealed. Previous programs from the council include private measuring sessions, market research targeted to the group and legislative advocacy for land use and other related issues.
"The industry is constantly changing, and it's vital that we adapt to those changes," Ms. Reinhardt said.
"We need and encourage all businesses in the truck and off-road industry to join TORA. It's only through the industry's feedback and collective participation that we can effectively address issues and improve."