Doug Dwyer, Jay Leno, Ellen McKoy, and Dennis Overholser to Receive the Automotive Specialty-Equipment Industry’s Highest Honor

The Specialty Equipment Market Association (SEMA) today announced its Hall of Fame Class of 2026, recognizing four industry icons who have influenced and inspired the $52.6 billion automotive specialty equipment industry. The Hall of Fame inductees are Doug Dwyer, Jay Leno, Ellen McKoy, and Dennis Overholser.

The esteemed group will be recognized as part of the SEMA Leaders & Legends Gala on Friday, July 24 in Newport Beach, Calif. Tickets can be purchased here.

“These four individuals have poured their time, talent, and passion into building this industry. Their contributions have shaped what the aftermarket is today, and we’re proud to recognize the impact they’ve made, both on the businesses they’ve led and on the people who have been lucky enough to cross their path,” said SEMA CEO Mike Spagnola.

Doug Dwyer

With a career spanning 60 years across wheels and tires, motorsports marketing, media strategy, and brand development, Dwyer’s industry contributions reflect a rare combination of technical insight, professional integrity, and service to others. He started his career working for Carroll Shelby Enterprises/Goodyear Racing Tires at age 16, served in the Army, and went on to build a strong leadership career at Appliance Industries, Weld Wheels, and TrueSpoke Wire Wheels. As a partner in Bryson Dwyer Inc., he continued to strengthen professional standards and build lasting brand identities, always emphasizing honesty, craftsmanship, and respect for both the product and the customer. As a SEMA volunteer, he organized and participated in numerous events and programs and was inducted into the 2023 Wheel & Tire Council – WTC (now the Wheel, Tire, Suspension & Brake Council – WTSBC) Hall of Fame for his industry impact.

Jay Leno

A passionate advocate for the automotive community and a high-profile car collector and enthusiast, Leno has utilized his platform to promote automotive culture since the early 1980s. From spotlighting automotive craftsmanship through his weekly automotive show on YouTube – Jay Leno’s Garage – and launching his own line of detailing products – Jay Leno’s Garage Advanced Vehicle Care – to being a perennial guest, keynote speaker, and award presenter at the SEMA Show in Las Vegas, Leno has amplified the stature of the aftermarket industry and SEMA’s global presence. He’s also supporting car culture and enthusiasts with government policymakers, working with SEMA leadership and the SEMA Action Network (SAN) to champion California Senate Bill 1392, known as "Leno’s Law,” – legislation aimed at modernizing the state’s smog-check process by creating a rolling 35-year exemption for collector vehicles.

Ellen McKoy

McKoy has devoted nearly five decades of leadership and service to the automotive aftermarket, beginning as co-owner of Skycoach Customizing in Long Island, New York in 1975. Throughout her career, she has served as an entrepreneur, journalist, consultant, and industry advocate. Through volunteer service, she served on the SEMA Board of Directors, created and advanced the SEMA Professional Restylers Organization (PRO), and founded the SEMA Businesswomen’s Network (SBN). McKoy was a SEMA executive from 1994-2009. Skilled in institution building, she volunteered for SEMA following her tenure with the Association, consistently identifying and addressing opportunities where members needed stronger organization, education, or representation. Today, she continues to provide editorial, marketing, and public relations services to aftermarket companies as founder of EMK Marketing.

Dennis Overholser

Overholser founded Painless Performance Products in 1990 to provide racers, hot-rodders, and automotive enthusiasts with easier and safer wiring solutions. His career is marked by a deep-rooted passion for automotive technology and a commitment to delivering superior products, backed by years of industry volunteerism and legislative advocacy. Overholser served on the SEMA Board of Directors from 2001-2006, chaired the Hot Rod Industry Alliance (HRIA), volunteered for HRIA’s precursor – the Street Rod Marketing Alliance (SRMA) – and was inducted into both the Motorsports Parts Manufacturers Council (now the Motorsports Products & Media Council – MPMC) and HRIA Hall of Fame in 2013 for his industry involvement and contributions.

To learn more about the SEMA Hall of Fame, visit www.sema.org/hof.

ABOUT SEMA

The Specialty Equipment Market Association (SEMA) serves as a leading voice for the worldwide car culture, representing over 7,000 member companies that create, buy, sell, and use specialty-automotive parts that make vehicles more unique, attractive, convenient, safer, fun, and even like new again. Business member benefits include product development resources, market research, networking, education, legislative advocacy, and more. The Association organizes the annual SEMA Show in Las Vegas, Nev., and actively supports the career and business opportunities that the aftermarket generates. The industry contributes nearly $337 billion in economic impact to the U.S. economy, supports 1.3 million jobs nationally, and generates nearly $53 billion in parts sales annually. For more information, visit www.sema.org.

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