The 2007 SEMA Show is shaping up as a major venue for Toyota. The Japanese automaker laid out its ambitious program for the aftermarket trade show this week.
In addition to being the lead vehicle manufacturer, Toyota said it plans to stage a world premiere at SEMA. It will also feature its upscale Lexus brand at the show for the first time. Japanese brands are becoming a more powerful presence at SEMA, with Honda becoming the first foreign-owned automaker to host the show when it was the feature vehicle manufacturer in 2005.
"SEMA is very important to Toyota and has become one of the key annual automotive events for us," said Jim Farley, Toyota Division group vice president of marketing.
Toyota's Scion brand has extensive ties with the aftermarket trade show, providing SEMA members with access to confidential technical data for Scion models so aftermarket products can be launched when a vehicle is introduced.