Motorhead Articles

Get Your Marketing in Gear

Earth Tones and Patina: A Recap of the 2023 SEMA Trade Show in Las Vegas

Keith Bourgeois • August 22, 2024

The 2023 SEMA show was spectacular this year regarding the quality of cutting-edge automotive builds, the innovations and the attendance. The aisles were just as full as they were pre-covid if not more. Enthusiasts and industry professionals packed the halls to witness the unveiling of the latest products, technologies, and designs that are shaping the future of the automotive world. This year, a distinct theme emerged as earthy tones, patina finishes, and an increasing electric vehicle scene arose.

Earthy Tone Paint Colors


One of the standout trends at the 2023 SEMA Trade Show was the prevalence of earth tone paint colors adorning the sleek exteriors of many showcased vehicles. From deep browns and rustic reds to forest greens and sandy beige, automotive enthusiasts witnessed a departure from the traditional bold and vibrant colors. These earth tones could not be farther from the wild, annoying neon colors of the 80’s.

Embracing Patina: The Beauty of Aged Finishes


Another trend we approve of that captured attention was the embrace of patina finishes. Rather than the glossy perfection of showroom-fresh vehicles and million dollar customs, exhibitors proudly displayed cars with rusty, aged, or worn finishes. The beauty of patina lies in making it look authentic, telling a story of a vehicle's history, age and adventures invoking your imagination. Attendees were intrigued by the charm of these weathered exteriors, appreciating the unique character each vehicle presented

Rustic Revival: Celebrating Worn Finishes and Paint Jobs


The 2023 SEMA Trade Show saw a resurgence of interest in rustic and worn finishes, challenging the conventional notion of flawless paint jobs. Exhibitors showcased cars with intentionally distressed exteriors, celebrating the beauty of imperfections and the cars that we all have that just sat outside too long. The trend reflects a shift towards embracing and honoring the “I’ll restore it someday” people and encourages people that they don't need a perfect 6 figure high dollar paint job to make an awe inspiring “cool” car (or truck!).

Rustic Revival


We would be remiss not to mention the Tonka Donks were once again out in force this year.


We still haven't figured out what niche they fit in or what the attraction is, but they roll in every year taking up most of the outdoor space at SEMA.


Their gargantuan proportions and cartoon appearance provided us some comic relief as we strolled to the Optima Street Car Challenge and Hoonigan burndown pits.


Electrifying Innovations


In a clear sign of the automotive industry's evolution, electric vehicles (EVs) and accessories dominated a significant portion of the 2023 SEMA Trade Show. Compared to the previous year, there was a notable increase in the number of booths dedicated to electric cars and EV-related accessories. From high-performance electric sports cars to innovative charging solutions, the show highlighted the industry's commitment (albeit forced) sustainable and eco-friendly mobility.


There’s still significant pushback here from enthusiasts and the industry itself. SEMA is pushing back. People just don't like being forced/told what to do. The industry wants the government to recognize ALL the choices of alternative energy source cars and not put all their eggs and everyone’s future in the EV basket. Hydrogen is still making huge strides as well as synthetic fuels.


SEMA politics


As we move forward, we are reminded that anything worth doing is worth fighting for and SEMA is, thankfully, leading the way on capitol hill with renewed vigor and commitment to take the fight to them instead of always being on the defensive. SEMA PAC has pledged to do everything it can by devoting time, manpower and money to keep our right to modify our cars alive. They can’t do it alone and they need our help. We are stronger together. If you run or administer anything from a large racing event to the smallest local car show, please consider donating or contributing what funds you can to SEMA PAC to help us win the fight! 


Conclusion


Attendees marveled at the paradigm shift in automotive design and technology and where the culture is headed. The 2023 SEMA Trade Show in Las Vegas provided a glimpse into the future of what we’ll see  in 2024. The earthy tones and patina finishes no question dominated the show, and the electric vehicle freight train mandate marches on, but with noticeable chinks starting to show in it’s once unpenetrable armor.

By Shanna Cathey August 20, 2026
The average age of a light vehicle in the United States is now 12.8 years, according to the latest publicly released national benchmark from S&P Global Mobility (the firm completed its spinoff into an independent company, now called Mobility Global, in July 2026, though its research is still widely cited under the S&P Global Mobility name). For the automotive aftermarket, that means a growing population of vehicles entering the years when maintenance, repair, replacement parts, diagnostics, and upgrades become increasingly important. The American vehicle fleet is getting older, and it's changing how aftermarket businesses need to think about growth. S&P Global Mobility reports that the U.S. fleet has grown to 289 million light vehicles in operation. Passenger cars now average 14.5 years old, while light trucks average 11.9 years. The high-volume 2015 through 2019 model years are also moving deeper into the aftermarket service cycle as more vehicles leave their original warranty coverage. For independent repair shops, parts suppliers, restoration specialists, performance businesses, and custom builders, the opportunity is substantial. It is not automatic, however. The businesses positioned to benefit will be the ones prepared to service an aging but increasingly technical vehicle population. Why Does an Aging Vehicle Fleet Create Aftermarket Opportunity? Older vehicles generally require more frequent maintenance and a wider range of repairs. Wear items reach the end of their service life. Seals, wiring, suspension components, cooling systems, electronics, and emissions equipment begin to demand more attention. Owners also start making larger decisions about whether to repair, restore, upgrade, or replace the vehicle. S&P Global Mobility identifies vehicles between six and 14 years old as a prime range for aftermarket service. Its research indicates that vehicles in this age range, along with even older models, are expected to represent at least 70% of vehicles in operation for several years. The newest industry forecast reinforces that opportunity. In June 2026, the Auto Care Association and MEMA Aftermarket Suppliers projected that the U.S. light-duty automotive aftermarket would grow 5.2% in 2026. The market is expected to surpass $500 billion by 2029, supported by the aging fleet, increasing vehicle complexity, and continued consumer reliance on personal transportation. Why Are Americans Keeping Vehicles Longer? High new and used vehicle prices and broader economic uncertainty continue to influence replacement decisions. Many drivers would rather invest in a vehicle they already know than take on the cost of replacing it. Modern vehicles are also durable enough to remain useful well beyond the point when earlier generations of owners may have traded them. From the shop side, the pattern is familiar. A customer says, "I just need it to last another year." Then one year becomes three. The truck remains essential to the business. The SUV stays in the family. The daily driver becomes a project because the owner would rather improve it than start over with another payment. This is where the aftermarket becomes essential. It gives vehicles a second, third, and sometimes fourth life. A 12-Year-Old Vehicle Is Still a Modern Vehicle An older fleet does not mean a simpler repair environment. A 12-year-old vehicle can still contain numerous control modules, emissions equipment, infotainment systems, electronic security features, networked sensors, and early-generation advanced driver-assistance systems. Shops must continue investing in technician training, scan tools, software subscriptions, service information, programming equipment, and calibration procedures. This is also why the Right to Repair issue remains relevant. As Motorhead Digital covered in Part 1: The Right to Repair Fight and the Freedom to Fix Victory , recent federal action created meaningful progress around emissions-related repair information and aftermarket emissions compliance. However, broader questions involving telematics, proprietary software, cybersecurity access, and non-emissions repair data remain unresolved. Older vehicles need more than replacement parts. They need judgment. They need technicians who understand the vehicle as a complete system and can distinguish a smart repair from a poor investment. They need suppliers with accurate fitment data and specialists who can combine traditional craftsmanship with modern diagnostic discipline. Which Aftermarket Businesses Stand to Benefit? Independent mechanical shops can benefit from increased demand for preventive maintenance, diagnostics, suspension work, cooling-system repairs, electrical repairs, emissions service, and age-related wear components. Parts manufacturers, distributors, and retailers can benefit from sustained demand across a wider range of model years. Accurate fitment data, inventory planning, and technical support become even more important when the active vehicle fleet spans decades. Restoration, performance, and custom shops have another opportunity. As replacement costs remain high, some owners will choose to improve vehicles they already own through: Drivability upgrades Modernized electronics Braking and suspension improvements Engine work Interior restoration Full custom or restoration builds The aging fleet is also increasingly diverse. S&P reports that battery-electric vehicles average 3.7 years old, plug-in hybrids average 4.9 years, and traditional hybrids average 6.4 years. Those vehicles will create additional service opportunities as they age, but they will also require new training, safety processes, tooling, and parts knowledge. Trust Becomes More Important as Repair Decisions Get Bigger The owner of a 12- or 15-year-old vehicle may be deciding whether to spend several thousand dollars on a vehicle with limited market value but significant practical or emotional value. That customer is not only buying a repair. They are buying confidence in the recommendation. Shops need to explain: What is urgent What can wait What may fail next Whether the proposed work makes financial sense Which repairs can be completed in phases What can be upgraded Clear inspections, photos, videos, written estimates, and phased repair plans help customers make informed decisions without feeling pressured. Motorhead Digital's Trust, Loyalty & Relationships: The Real Shop Advantage explains why trust often begins before a customer enters the shop. People study reviews, websites, project photos, and social media to decide whether a business looks credible, transparent, and capable. Pricing communication matters too. Older vehicles can expose hidden problems, discontinued parts, long lead times, and changing supplier costs. Tariffs, Pricing Pressure, and How Auto Shops Can Communicate Value Better offers practical guidance for explaining those variables without apologizing for charging appropriately.
Level 7 Motorsports Rebrands Its Parts Store as Spirit and Speed
By Barry Alt August 5, 2026
Level 7 Motorsports rebrands its performance parts store as Spirit and Speed, featuring an expanded parts lineup and a refreshed Shopify website.
A smiling automotive technician in a repair shop raises both fists beneath a banner.
By Shanna Cathey & Barry Alt July 22, 2026
The automotive right to repair battle just saw a massive victory with the Freedom to Fix memorandum. Learn how independent shops can leverage this to win.
AI,
By Shanna Cathey June 11, 2026
AI won't replace your technicians, but it can make your shop faster, sharper, and more visible. Here are 5 practical ways performance, restoration, and custom shops can use AI in 2026.
Macro shot of a workord : “Tariffs, pricing pressure, & how auto shops can communicate value better”
By Shanna Cathey May 1, 2026
Tariffs are squeezing the specialty automotive aftermarket. Here's how restoration, custom build, and performance shops can communicate pricing clearly, build customer trust, and protect their businesses as costs climb.
Students in Wayne Technical Career Center auto shop posing in hoodies around car body panel
By Keith Bourgeois April 10, 2026
What started as a car show became a mission to inspire young builders. See how students are gaining real skills while helping preserve automotive culture.
Automotive technician working on a classic blue Ford Mustang inside a professional performance shop
By Shanna Cathey March 13, 2026
A practical 2026 marketing checklist for custom car, restoration, and performance shops. Learn the essential digital marketing strategies every automotive shop needs to increase visibility, generate leads, and win more builds online.
Two dirty hands shaking, text: Automotive shops prioritize relationships for growth.
By Grace Caple February 16, 2026
Trust isn't a buzzword in the automotive aftermarket, it's currency. Discover how successful shops build loyalty, earn trust, and create lasting customer relationships that fuel long-term growth.
Image of Porsche in a performance shop in the winter
By Shanna Cathey & Barry Alt January 21, 2026
Your shop may be slow in the winter, but it's the perfect time to fix your Auto Restoration, Performance, and Custom Build shop marketing. Learn why winter is ideal for systems, strategy, and growth.
AI’s Place in Automotive Aftermarket Shops - PART 2
By Barry Alt December 13, 2025
How artificial intelligence can power your company’s engine behind the scenes.
Show More