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The Powersports Market Makes a Huge Impression at the Specialty Equipment Market Association (SEMA)

SEMA expands its showcase

Since 1965, the SEMA show has been an annual event for automotive industry representatives to connect, network, and stay up-to-date with the latest product developments. Held in Las Vegas, the SEMA show is the single largest event held in the city each year.

This prestigious association has been centered on Passenger Car, Light Truck, and 4WD enthusiasts, and only recently has expanded its showcasing to a new industry – Powersports.

ITP pro-racer Justin Lambert, owner of Cognito Motorsports, decided to showcase his company at this year’s SEMA show. We met up with Lambert to get his perspective on his business decision to display at the show:

Justin Lambert on the podium at the BITD Mint 400

ITP - There has been a recent explosion in popularity of powersport vehicles being displayed at SEMA. Why do you think there has been such a large growing interest in ATVs and UTVs lately?

JL - Off road is hot. There is a lot of conversion going on from ATV, dirt bike, and sand rail over to UTV in the past several years. With those conversions going on, plus new enthusiasts joining the march, UTVs are blowing up! Of course with that boom there are a slew of aftermarket companies that use UTVs to show off their products.  So it is no surprise we are seeing more ATV/UTVs each year at SEMA although the powersports industry has its own specialty shows.


ITP - Your company, Cognito Motorsports, recently exhibited at the SEMA. How did it go? Was it beneficial?

JL - The SEMA show is a place for manufacturers, dealers, and distributors to link up at a trade only show -- meaning not open to the general public inside the halls. If a company exhibits at SEMA, they should use the show for more than just ‘show’. Marketing and data are driving sales these days and as the owner of Cognito I don’t like to just arrive and ‘show’ at SEMA since it is a significant investment. We must convert that investment into sales dollars and Cognito has built a team to keep this machine running and growing.

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Categories: ITP, Justin Lambert

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