Performance Racing Industry (PRI) is taking the business of motorsports to one of the industry’s largest stages, using the 2025 SEMA Show in Las Vegas to showcase how racing drives innovation and economic impact. At booth #22321 in Central Hall, PRI is blending spectacle and substance—displaying iconic machines, immersive simulators, and direct engagement with industry leaders ahead of its own trade event in December.
The organization’s exhibit features the Dallara EXP, an all-carbon-fiber spec race car, positioned beside a Top Fuel Funny Car driven by veteran racer Paul Lee during the 2025 NHRA season. Attendees can also test their mettle behind the wheel of two AK Dallara racing simulators running laps around the Indianapolis Motor Speedway road course, a nod to PRI’s roots in Indy’s motorsports scene.
PRI’s participation highlights the deep ties between racing and the broader performance aftermarket. According to its recent Motorsports Economic Impact Study, the industry generates $69.2 billion in economic activity and supports more than 318,000 jobs across the United States. From manufacturing to media, the numbers reinforce racing’s influence as both an entertainment and economic powerhouse.
“The SEMA Show is one of the most important gatherings for the performance aftermarket industry,” said PRI President Michael Good. “PRI is proud to bring racing’s latest innovations and iconic cars to Las Vegas while sharing insights into the business of motorsports. This is a chance for attendees to experience the excitement of motorsports firsthand and see why the PRI Show is the premier destination for racing professionals.”
Beyond displays, PRI’s weeklong presence at SEMA will include media sessions, strategic meetings, and education-based presentations. Good will appear live on SEMA’s streaming broadcast Thursday, Nov. 6, while General Manager Jim Liaw will discuss developing young engineering talent through Baja SAE and Formula SAE programs during a presentation Tuesday, Nov. 4.
Those touchpoints are part of PRI’s larger strategy to keep motorsports relevant to a changing automotive landscape. As electric technology, AI-assisted performance tools, and sustainability conversations enter the paddock, PRI is positioning itself as the hub where traditional horsepower meets modern innovation.
“Visitors to the PRI booth at the SEMA Show will have a unique chance to experience racing technology firsthand,” said PRI Show Director Karin Davidson. “From testing advanced simulators to seeing race cars up close, we’re showcasing the talent and technology that make racing a vital part of the automotive aftermarket.”
The connection between PRI and SEMA continues to strengthen, with both organizations recognizing their shared role in advancing performance culture. While SEMA caters to builders, tuners, and aftermarket specialists, PRI remains focused on the professional racing segment—bringing the two worlds together in Las Vegas offers a broader view of how innovation at the track translates to the street and the shop floor.
As PRI gears up for its flagship event, the 2025 PRI Show set for Dec. 11–13 in Indianapolis, the organization is using its SEMA platform to drive registration and renew momentum. The Indianapolis gathering draws thousands of race teams, engine builders, parts manufacturers, and media professionals annually, creating an environment where business deals and industry direction intersect.
The message from PRI’s leadership is clear: racing is more than entertainment—it’s an essential business ecosystem that drives technological progress, fuels jobs, and keeps the performance aftermarket thriving.
Registration for the 2025 PRI Show is now open, with early signups encouraged to avoid delays at on-site check-in. Attendees can register, secure hotel accommodations, and explore show details at PRI2025.com/Attend.
