Show Season Is Here: 5 Things Aftermarket Manufacturers Should Be Thinking About for 2027
As the automotive aftermarket gears up for SEMA and PRI, it's also the perfect time to start thinking about what's next.
The Kunzman & Associates team is looking forward to connecting with manufacturers, customers, and industry partners at two of the industry's biggest events:
SEMA Show
November 3–6, 2026 | Las Vegas, NV
PRI Show
December 10–12, 2026 | Indianapolis, IN
While these events are an opportunity to showcase new products, strengthen relationships, and explore emerging trends, they're also a valuable time to evaluate what's working and where new opportunities may exist.
As manufacturers begin planning for 2027, here are five areas worth considering.
1. Are Your Sales and Marketing Efforts Working Together?
Today's customers interact with brands across multiple touchpoints before making a purchasing decision. From digital marketing and product content to distributor relationships and direct sales conversations, every interaction contributes to how a brand is perceived.
When sales and marketing efforts are aligned, manufacturers can build awareness, reinforce product value, and give sales teams a stronger foundation for customer conversations.
Looking ahead to 2027: Consider whether your marketing efforts are actively supporting your sales channel and helping move opportunities forward.
2. Are You Giving Dealers and Distributors What They Need to Succeed?
Securing distribution is an important step, but getting products into the channel is only part of the equation.
Dealers and distributors need more than product availability. They need clear product information, training, promotional support, and resources that help them confidently recommend and sell your products.
Manufacturers that invest in supporting their channel partners can strengthen relationships while creating more opportunities for long-term growth.
Looking ahead to 2027: Evaluate how you're supporting existing accounts and where additional training, marketing resources, or engagement could help drive sales.
3. Are Your Product Launches Creating Long-Term Sales Opportunities?
Launching a new product generates excitement, particularly during trade show season. But the announcement itself is only the beginning.
Successful product introductions require a strategy that connects initial awareness with education, sales conversations, distributor engagement, and consistent follow-up.
Without that continued effort, even innovative products can struggle to gain traction.
Looking ahead to 2027: Think beyond the launch date. Develop a plan for how your sales team and channel partners will continue building momentum after the initial introduction.
4. Are You Maximizing Your Trade Show Investment?
SEMA and PRI bring together manufacturers, distributors, retailers, and industry professionals, creating valuable opportunities to build relationships and generate new business.
But the real return on a trade show investment often depends on what happens after the event.
Organizing contacts, identifying qualified opportunities, prioritizing follow-up, and maintaining communication can help turn conversations on the show floor into meaningful business relationships.
Looking ahead to 2027: Have a post-show strategy in place before the event begins. Make sure your team knows which opportunities to prioritize and how to keep conversations moving.
5. Are You Listening to What the Market Is Telling You?
Some of the most valuable industry insights come from everyday conversations with customers, distributors, and sales representatives.
What products are customers asking for? What objections are sales teams hearing? Where are competitors gaining ground? What challenges are dealers and distributors facing?
These insights can help manufacturers identify opportunities, refine their messaging, improve products, and make more informed business decisions.
Experienced manufacturer's representatives play an important role in keeping those lines of communication open and helping manufacturers stay connected to what's happening in the market.
Looking ahead to 2027: Make market feedback a regular part of your sales and marketing planning, not just something discussed during annual meetings.
Let's Talk About What's Next
As the automotive aftermarket prepares for another year, SEMA and PRI provide an ideal opportunity to reconnect, exchange ideas, and explore what's ahead.
Whether you're introducing new products, expanding distribution, strengthening your sales strategy, or looking for new ways to support your customers, the conversations you have today can help shape your opportunities for 2027.
For more than 50 years, Kunzman & Associates has worked with automotive aftermarket manufacturers to build strong relationships, strengthen market presence, and identify opportunities for growth.
Our team will be at SEMA and PRI, and we'd love to connect.
If you're attending either show, reach out to schedule a time to meet with the Kunzman & Associates team. Let's talk about your goals for 2027 and how we can help move your business forward.