Find us at booth 50027

Check out the SEMA Press Kit HERE

Originally published on Oct 24, 2023 | Updated on Nov 20, 2023

RealTruck at SEMA 2023

It’s that time of year again! As companies scramble to meet build deadlines and stave off the releases of fresh products, the Las Vegas Convention Center is readying up for the most significant automotive tech show of the year: SEMA. 

SEMA, which stands for Specialty Equipment Market Association, is a long-running organization of gearheads dating back to the early 1960s. With the Las Vegas Convention Center as its playground, SEMA invites over 2,000 essential automotive manufacturers, distributors, sales agents, and media outlets to partake in the 4-day-long festivities. This year, RealTruck is back and bigger than ever; you can find us in booth #50027 of the center’s West Hall. 

Just what are we bringing to SEMA 2023? This year, we’re packing a massive assortment of new parts, accessories, and sponsored builds, thanks to our partnerships with automotive legends like the McQueen family and Mattel! In this article, we’re providing an in-depth look at our booth at this year’s SEMA show.

With the 2023 SEMA show in the rearview mirror, let’s look back at some of the highlights of RealTruck’s journey to Las Vegas! Aside from the insane buzz created by our numerous custom builds, impressive collaborations, and countless all-new products, the event marked RealTruck’s largest-scale showing at the internationally renowned trade show, cementing our dominant presence in the automotive aftermarket sector. 

What is SEMA?

SEMA 2023 Highlights

2023 was a groundbreaking year for SEMA; not just for the RealTruck team, but for the entire automotive industry! Check out some of the highlights from this years event and take a look at what's in store for next year of the SEMA camp.

Unparalleled Presence

Arguably, the most notable takeaway from this year’s SEMA show is the massive outpouring of support from other automotive giants, showing out for the entire RealTruck team, our products, our builds, and our largest booth to date! With sixteen builds and hundreds of products on display, this year’s SEMA show cemented our presence in the automotive aftermarket as not only a retailer but a manufacturer!

We couldn’t have done it without our loyal retailers and customers; with your continued support, we plan to show out bigger and better for next year’s SEMA show! 

SEMA’s announcement page

What’s in Store for Next Year?

We can’t give away too many details of our 2024 plans, but anticipate a bigger booth, more builds, and even more companies on display! In the meantime, check out the Specialty Equipment Market Association website for more information on SEMA and their annual show! 

RealTruck and Building Homes for Heroes

RealTruck and Building Homes for Heroes have partnered for over five years, and to celebrate our continued relationship with the organization, RealTruck staffers presented Andy Pujol, founder and president of Building Homes for Heroes, with a surprise $50,000 check on the SEMA floor. This continued support helps further the organization’s goal of building/renovating 400 homes by the year’s end, and we couldn’t imagine a better recipient for our donation! 

As aforementioned, the RealTruck/Matchbox Jeep Gladiator build will shortly be up for auction, with all proceeds going directly to Building Homes for Heroes. Check out our Building Homes for Heroes/Veterans Day piece here for more information on the charity’s mission and the upcoming auction! 

RealTruck’s Booth Vehicles & New Products

This year, RealTruck will have one of, if not the most anticipated booths at SEMA! With more companies under our wing, more builds to showcase (sixteen), and the largest booth we’ve ever managed, you won’t want to miss out on what the RealTruck team has in store. Let’s check out some of our most anticipated builds and new products!

NEW Truck Bed Covers

RealTruck is bringing sixteen builds to SEMA this year, ranging from modified pickups to full-stop customs. These builds serve not only as eye-catching centerpieces, but also as showcases for several of our all-new products, like our truck bed covers! 

We’re debuting several new truck bed covers at this year’s SEMA show, highlighting new technological advancements, fresh form factors, and model revisions; some of our most anticipated releases include: 


E-Series XT

Roll-N-Lock | Retractable

Debuting on our Silver 2022 Nissan Navara

Top Sellers at SEMA

You’ll also find some of our top-sellers, including: 


Pro X15

Truxedo | Soft Roll-Up

Fitted onto our White 2023 Chevy Colorado ZR2


BAK | Hard Folding

Fitted onto our Gray 2023 Ford F-150 

Most Anticipated Builds

Of our sixteen RealTruck builds, we’re bringing five standout collaborations with major brands and automotive icons. While we can’t give away all the details, check out a sneak peak of our five most anticipated RealTruck builds! 



For Those Who Like it Rare

Let the hunters and huntresses rejoice! Up first on our most-anticipated build list is our collaboration with hunting apparel brand MeatEater: a heavily-modified 2019 Chevy Silverado 1500 sporting a number of backwoods-centric RealTruck products.

Though 2023’s SEMA show maintained a central focus on the trendy overland scene, the MeatEater build still drew attention as a refined hunting rig, sporting several styling cues and modifications reminiscent of an off-road/overland build. With its camouflage wrap, striking high-visibility orange accents, and rugged exterior mods, the MeatEater Silverado commanded the RealTruck booth, drawing outdoorsmen and women from all necks of the woods!

McQueen / Steeda X F-150

2023 FORD F-150

Legacy in The Making

Up next is our collaboration with McQueen Racing, family-owned business of legendary automotive racer and actor Steve McQueen and Steeda Performance.  

As stated by McQueen-Racing:

 “Following the blueprint laid by our Grandfather and continually pushing the boundaries to pay homage to his legacy, the McQueen-Racing X F-150 is the perfect embodiment of our vision for a modern 'McQueen' off-road truck. This wouldn't have been possible without the support of our dedicated partners at Steeda and RealTruck. We had a vision, and they brought it to life.”

With its location beside the Ford booth, RealTruck’s collaboration with McQueen Racing and Steeda Performance effortlessly drew SEMA’s die-hard Ford fanatics! The McQueen/Steeda F-150 is a build that Steve McQueen himself would be proud to pilot, and the consensus from SEMA guests was a resounding, “When can I place my order?” 

Luckily, this build isn’t just a one-off collaboration; after its debut at the 2023 SEMA show, the model joined Steeda’s fleet of factory-modified Fords! The McQueen Racing F-150 Off-Road is now live on Steeda’s list of available platforms, and Steeda’s currently awaiting orders!

Matchbox Jeep Gladiator


Start Small, End Big

Every car enthusiast’s hobby begins with a 99-cent car; we’re, of course, talking about the Mattel Matchbox toy. This SEMA, RealTruck has the opportunity to celebrate the transition from 1:64 scale to 1:1 with our overland-inspired 2023 Jeep Gladiator! This isn’t your ordinary Gladiator; RealTruck is supplying several high-quality parts and accessories for a truly one-of-a-kind build.

As our premier overland-inspired build at SEMA, the Matchbox 2023 Jeep Gladiator Rubicon fit in perfectly with the theme of this year’s trade show. The heavily modified Jeep was the ultimate showcase for RealTruck’s massive inventory of overland-inspired products, cementing our presence in the overland scene. 

With its journey to the SEMA floor in the books, the Matchbox Jeep Gladiator moves onto its next stage: the auction block! This build will soon be heading to auction, with all proceeds going to the good folks at Building Homes for Heroes. As part of our ongoing partnership with the organization, we’re proud to add the proceeds from the Jeep Gladiator's sale to the one-million-plus dollars we’ve donated over the past five years, aiding in the construction and renovation of over 300 battle-wounded veterans’ homes. 

Check out our Veterans Day piece for additional information on Building Homes for Heroes and the upcoming auction!

Jeep FC-170

1962 JEEP FC-170

Stand Out From the Crowd

If you’re a fan of oddball, vintage Jeeps, check out our 1962 Jeep FC-170 build! This big, red, Forward-Control is a truly one-of-a-kind rig, sporting a custom-fabbed bed, beefy aftermarket bumpers, Baja Designs lighting, Raceline wheels, and more! We’ve supplied several parts for the build.

Even in this year’s massive RealTruck booth, our heavily modified Jeep FC-170 stuck out like a sore thumb…in a good way! This build was one of the more custom rides on the showroom floor, sporting a custom flatbed, custom bumpers, and several one-off suspension mods to give the Forward Control a one-of-a-kind appearance. With all that work, the vintage Jeep drew a seemingly never-ending crowd. 

While an unconventional overlander, the FC-170, with its rooftop tent, expertly-planned storage, and off-road-centric suspension, was right at home among the countless other overland builds.

Keys to Ride Build


Conquer Any Terrain

Last on our most-anticipated build list is our partnership with the AAM Group, or the Accessories Aftermarket Marketing Group. This project combines the AAM Group’s dedication to growth and success with RealTruck’s wide aftermarket presence, producing a truly one-of-a-kind 2022 Toyota Tundra!

The AAM Keys to Ride Tundra drew quite the buzz over the 2023 SEMA show, not just for its sleek styling, custom exterior wrap, and tasteful mods, but because AAM gifted the pickup to a lucky attendee as part of AAM’s annual Keys to Ride sweepstakes! 

This year, AAM selected six finalists, who were each presented with a flashlight. Only one was set to turn on, with the recipient of the operational flashlight winning the keys to the 2022 Tundra! Total Truck Centers reseller Jimmy Hamrick happened to pick the lucky flashlight and, thus, secured the victory!

SEMA 2023 Takeaways

The 2023 SEMA convention was nothing short of a massive success for the RealTruck brand and team. With our largest and most impactful showing to date, enthusiasts, small customs builders, and industry giants alike constantly flooded our booth. Though it’s tough to condense the event to a few key takeaways, let’s cover some of our highlights from this year’s SEMA show.

RealTruck Makes Historic Debut at the LA Auto Show

RealTruck is making history at the Los Angeles Auto Show (LA Auto Show®) this year!  With two vehicles featured at the OVR Mag's 25,000 square foot booth for the OVR Land Outpost, RealTruck has achieved a significant milestone as the first non-original equipment (OE) exhibitor on the main show floor in the 116-year history of the LA Auto Show. This inclusion marks a pivotal moment for the industry, showcasing the dynamic evolution of the automotive landscape.

The LA Auto Show, founded in 1907, stands as one of the most influential and well-attended auto shows globally, boasting an expansive venue of over 1,000,000 square feet. Showcasing the latest innovations in the automotive sector, the event is a beacon for industry leaders, enthusiasts, and the global media. 

The excitement surrounding RealTruck's presence comes off the heels of SEMA, as the 1962 Jeep FC-170 and lifesize Mattel Matchbox overland-inspired 2023 Jeep Gladiator both made headlines in the city of lights.  The LA Auto Show kicks off media day on 11/16 and runs through 11/26. For more info, please visit

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