American Rally’s Rise on Display at 2026 SEMA Show
Las Vegas, NV, November 5, 2026 — American Rally is making its presence known at the world's largest automotive aftermarket trade show, as American Rally Association (ARA) partners and championship-winning machinery take center stage at the 2026 Specialty Equipment Marketers Association (SEMA) Show, November 3–6, at the Las Vegas Convention Center.
Leading the ARA presence, AO Coolers’ exhibit features an ARA show car as the company enters its second year of partnership with the championship. AO has also signed on as a founding partner of Rally Corps, alongside Nextbase Dash Cams, which joined ARA as a technical partner earlier this season.
Elsewhere on the show floor, newly crowned ARA National Drivers' Champion Seth Quintero and his Toyota GR Corolla Rally RC2 are appearing in the Toyota booth, while Patrick Gruszka’s Hyundai i20 N Rally2 is on display in the Hankook booth wearing a new livery supporting the World Rally Championship's (WRC) confirmed return to the United States in 2027.
ARA Show Car Debuts with AO Coolers as Partnership Expands for 2027
ARA is debuting its new show car, a 2021 Subaru WRX STI VT22r built by Vermont SportsCar and driven by Conner Martell to a runner-up finish in the 2025 ARA National Championship. With an all-new livery featuring ARA, AO Coolers, Standard Energy, Pirelli, and the Backroads of Appalachia, the Open Four-Wheel-Drive (O4WD) winner is a centerpiece in the AO Coolers booth at SEMA, marking the latest development in the companies' growing partnership.
AO Coolers first joined ARA in 2025 as an official contingency sponsor and merchandise supplier, providing ARA-branded coolers to top-finishing Regional competitors and offering co-branded merchandise to rally fans.
Specializing in durable soft-sided coolers and outdoor gear, AO Coolers has long served the off-road and outdoor recreation communities, including partnerships with Dakar stage-winning driver Sara Price.
The partnership is now expanding with AO Coolers becoming a founding partner of Rally Corps, a new initiative focused on organizing and training volunteers to support the American rally community.
Standard Energy Subaru Featured at Nextbase
Rally is the predominant theme for the SEMA display of ARA technical partner Nextbase Dash Cams, including the Standard Energy Racing Limited Four-Wheel-Drive (L4WD) Subaru WRX STI. The car was campaigned by newly crowned 2026 Ken Block ARA Rookie of the Year Nick Pysklyvets and co-driver Roman Romanchuk.
Nextbase joined ARA earlier in 2026 to support the Course Car Program, which includes zero cars and sweep vehicles that play such a vital role in the safe running of rally stages. The company is also a founding partner and official dash cam of Rally Corps, supporting the volunteers who make American Rally possible.
Pysklyvets and Romanchuk began their 2026 campaign in a GR-chassis Subaru WRX before switching to the car now on display at SEMA for August's Ojibwe Forests Rally. The pair earned their first National class victory in the new car before continuing their campaign at Overmountain Rally Tennessee and the Lake Superior Performance Rally (LSPR), where the clinched third in the LN4-class championship.
Championship-Winning Machinery Highlights American Rally at SEMA
After clinching the ARA National Drivers' Championship at October's Lake Superior Performance Rally, Seth Quintero made an appearance in Toyota’s SEMA booth alongside his championship-winning GR Corolla Rally RC2 on opening day of the show.
Developed by TOYOTA GAZOO Racing World Rally Team using technology from the WRC GR Yaris Rally2, the Corolla earned four overall victories in its inaugural ARA season, including two with Quintero behind the wheel.
Elsewhere, two-time ARA RC2 National Champion Pat Gruszka's Hyundai i20 N Rally2 is on display at the Hankook Tire booth, wearing a new livery supporting Rally US. Confirmed for August 26–29, 2027, the Tennessee-based event will mark the FIA World Rally Championship's first visit to the United States since the 1988 Olympus Rally.
Together, the displays made it impossible to miss the fact that American Rally is on the rise, showcasing the excitement of our sport in front of one of the automotive industry's largest audiences.
~Mason Runkel for the ARA
