![\"SEMA](\"https:\/\/www.racingjunk.com\/news\/wp-content\/uploads\/2019\/05\/4de5b7de-bd27-4efe-8942-d27568ad75b4-min.jpg\")
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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.<\/p>\n
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.<\/p>\n
\u201cWe\u2019re excited to embrace the off-road market and provide businesses with a group that will help to advance the entire truck industry,\u201d said Kathryn Reinhardt, TORA Chairperson. \u201cWe want the off-road industry to know that we are here to help their business and the market succeed.\u201d<\/p>\n
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\u2019s 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.<\/p>\n
\u201cThe industry is constantly changing, and it\u2019s vital that we adapt to those changes,\u201d said Reinhardt. \u201cWe need and encourage all businesses in the truck and off-road industry to join TORA. It\u2019s only through the industry\u2019s feedback and collective participation that we can effectively address issues and improve.\u201d<\/p>\n
To learn more about TORA, visit www.sema.org\/council\/TORA<\/a> or contact AJ Keefe at allank@sema.org<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":" The Truck & Off-Road Alliance (TORA), SEMA’s council dedicated to the truck industry, is evolving alongside the market.<\/p>\n<\/div>","protected":false},"author":17,"featured_media":62379,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1082,3470,5470],"tags":[5387,41,28,3735,156,6845,2030],"class_list":["post-62378","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-press-release","category-news","category-off-road","tag-auto-industry","tag-news","tag-off-road","tag-press-releases","tag-sema","tag-tora","tag-trucks"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/www.racingjunk.com\/news\/wp-content\/uploads\/2019\/05\/4de5b7de-bd27-4efe-8942-d27568ad75b4-min.jpg","jetpack_shortlink":"https:\/\/wp.me\/p42YSK-ge6","jetpack_sharing_enabled":true,"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.racingjunk.com\/news\/wp-json\/wp\/v2\/posts\/62378","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.racingjunk.com\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.racingjunk.com\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.racingjunk.com\/news\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/www.racingjunk.com\/news\/wp-json\/wp\/v2\/comments?post=62378"}],"version-history":[{"count":1,"href":"https:\/\/www.racingjunk.com\/news\/wp-json\/wp\/v2\/posts\/62378\/revisions"}],"predecessor-version":[{"id":62380,"href":"https:\/\/www.racingjunk.com\/news\/wp-json\/wp\/v2\/posts\/62378\/revisions\/62380"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.racingjunk.com\/news\/wp-json\/wp\/v2\/media\/62379"}],"wp:attachment":[{"href":"https:\/\/www.racingjunk.com\/news\/wp-json\/wp\/v2\/media?parent=62378"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.racingjunk.com\/news\/wp-json\/wp\/v2\/categories?post=62378"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.racingjunk.com\/news\/wp-json\/wp\/v2\/tags?post=62378"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}