ATV Industry Facts: Did You Know?

Truck or SxS? Doesn’t matter.

The line between Side-By-Sides and trucks is forever blurring. Especially with vehicles like the Roxor, which has more in common with vintage Jeeps than it does an early Kawasaki MULE, and many companies aiming to make their UTVs road-legal.

The powers-that-be are noticing this too. The SEMA Council (which used to be known as the Light Truck Accessories Alliance) is going by the name Truck & Off-Road Alliance (TORA) these days on account of one very important addition: The inclusion of the off-road and UTV markets.

The change was made to provide the growing off-road segment with a dedicated council, while recognizing the reality that a lot of truck accessory companies are producing off-road products such as specialty wheels, tires, suspensions and nerf bars as well.

The council’s origins date back to 1989 when 18 members formed the Truck Cap Industry Association. The group continued to evolve as the industry did and merged with SEMA in 2000. Throughout the years, the name of the council changed, but the group continued to serve the truck market successfully.

TORA, like all 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. 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.