The Truck & Off-Road Alliance (TORA), SEMA’s council dedicated to the truck industry, is evolving alongside the market. The council, previously known as the Light Truck Accessories Alliance, represents businesses related to traditional pickup accessories such as bedliners, running boards and caps, now as well as off-road products such as specialty wheels, tires, suspensions and nerf bars, in the off-road and UTV markets.
The expansion of TORA’s purview is intended to grant the growing off-road segment a dedicated council while also recognizing the crossover from many truck accessory companies.
“We’re excited to embrace the off-road market and provide businesses with a group that will help to advance the entire truck industry,” said Kathryn Reinhardt, TORA Chairperson. “We want the off-road industry to know that we are here to help their business and the market succeed.”
The council originated in 1989, when 18 members formed the Truck Cap Industry Association. The group merged with SEMA in 2000. Over the years, the name of the group changed to reflect its evolution. Now TORA, like all SEMA councils, gives a specific segment of the auto aftermarket a forum to network, collaborate and address concerns. Most recently, TORA members gathered at Moab, UT, in conjunction with a SEMA Town Hall Meeting, where the council’s new name was officially 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,” said Reinhardt. “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.”