March 10, 2017

About a week after our kick-off party in Ventura at the Original Monster Stacks Shootout, we made the trek out to the deserts of Vegas. A tradition we hope to etch in stainless and chrome, the ATSC made its official debut in 2016 at SEMA – the automotive industry's premier specialty products trade event.


Drawing the industry’s brightest minds and hottest products to one place, the Las Vegas Convention Center becomes the epicenter for enthusiasts of anything with a motor as some of the world’s cleanest and most custom automotive equipment shows up each year for display at SEMA. What an opportunity it was for the American Truck Show Circuit to showcase some of the trucking industry’s cleanest, meanest, most custom equipment to more than 60,000 automotive industry enthusiasts and members. The week capped off with the touted SEMA Ignited event held in the same lot as our booth featuring EVERY car, truck, SUV on display inside the convention center throughout the week. In just a couple hours the boys must have talked to 5,000 different people about their equipment. The week solidified what we have been saying all along – anyone who can appreciate the paint job on a hot rod, stance of a tuner or sound of a muscle car can find something (probably ten things) to appreciate on a Class 8 custom truck. Attention to detail is no different and our enthusiasm the same. What a successful week and thanks to the boys that came out for a great cause this year.


The SEMA relationship looks to be expanded upon as we add a People’s Choice Award to the mile a minute fun during a long week for our four ATSC National Champions this year. Adding a fun element of competition and further integrating custom trucks into the SEMA framework, this contest looks to promote the integration of custom trucks into the broader industry of aftermarket enthusiasts and products.

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