American Tire Distributors (ATD) has launched Road to SEMA, a new, year-long challenge designed to reward dealer growth.

The initiative also is intended to increase dealer engagement with key
Hercules product lines and create excitement leading up to the 2027 edition of the SEMA Show.

Road to SEMA runs from Oct. 1, 2026, through Sept. 30, 2027. According to ATD officials, it gives "qualifying core dealers opportunities to earn points through purchases across participating product categories. Points are converted into entries for a unique reverse-draw event, culminating in a live prize giveaway at SEMA 2027.

"Unlike traditional sales incentive programs that often reward only top-volume accounts, this challenge is designed to give dealers of varying sizes an opportunity to compete for valuable prizes while encouraging
long-term engagement with ATD’s proprietary brands.

"Throughout the program, dealers can earn points through qualifying purchases, bonus point opportunities tied to strategic product promotions and launches, growth incentives and program participation
milestones."

The contest will culminate with five finalists earning a trip to SEMA 2027, where they will participate in a live giveaway event featuring a "line-up of major prizes."

"Our Road to SEMA Dealer Challenge is about creating excitement, rewarding loyalty and giving dealers something meaningful to chase throughout the year," said Keith Calagno, ATD's chief strategy officer,
proprietary brands.

"We wanted to build a program that creates sustained engagement, supports our growth initiatives and delivers an unforgettable experience for participating dealers."