WD-40 Brand at the 2024 SEMA Show

In addition to solving problems and delivering solutions, the WD-40_® Brand loves to create positive lasting memories. For the automotive world, there’s no better place to make an impression than at The SEMA Show in Las Vegas. With over 150,000 attendees, this event is the premier place on the planet for connecting people and businesses who represent the driving forces of excitement and innovation in the automotive industry.

Hosted annually at the Las Vegas Convention Center, the Specialty Equipment Market Association (SEMA) Show is a mecca for auto enthusiasts, industry innovators, and specialty product manufacturers. SEMA draws global attention as a premier showcase of cutting-edge technology, custom vehicles, and tools designed to elevate the automotive and industrial experience. Among the 2024 exhibitors, the WD-40 Brand stood out with its vibrant booth, innovative product offerings, and memorable fan engagements that left a lasting impression on participants.

The WD-40 Brand is no stranger to the SEMA Show. Recognized worldwide for its iconic blue & yellow can, fans of the brand have documented over 2,000 uses for the classic WD-40 Multi-Use Product since its first arrival in 1953. In the 21^st Century, the company has evolved into a diverse range of professional-grade solutions including the WD-40 Specialist_® line. The SEMA Show consistently gives a solid platform to announce and demonstrate new products as they become available. At this year’s show, the WD-40 Brand made waves by combining fun, education, and innovation into an unforgettable experience for visitors.

Crowd Favorites at SEMA:
The WD-40 Brand booth was a hive of activity throughout the week. Packed with giveaways, activities, and unique experiences, the booth handed out over 6,000 branded lanyards to attendees and 10,000 product samples. These included two of the company’s newest products, the WD-40 Precision Pen and the versatile WD-40 Specialist EZ-Pods. Pairing portability with versatility, these samples were in high demand.

Trivia Challenge: For fans eager to earn and learn, the booth held a Trivia Challenge featuring the WD-40 Brand Chase Truck (more below). Participants answered 10 questions relating to product use on the vehicle. Lucky winners walked away with limited edition WD-40-branded merchandise such as hats, T-shirts, mugs, and sweatshirts. These prizes created a buzz, drawing more visitors to test their knowledge and engage with the WD-40 Brand team.

The Chase Truck:

One of the booth's major attractions was the WD-40 Brand Chase Truck, dubbed “the ultimate off-road support vehicle.” Designed and custom-built in collaboration with Trad Ronfeldt, the truck is crafted from a 2006 mil-spec AM General Humvee (HMMWV). Under the hood rumbles a robust 8-cylinder, 600-horsepower Blueprint Engines LS motor with enough muscle to get through the toughest off-road challenges.

The Chase Truck made its racing debut last summer in the NORRA 1000, a 1,300 mile race across the Baja California peninsula. A recap of the adventure can be found here. Geared up and ready to rescue or repair, this truck serves as a testament to the brand’s commitment to rugged, real-world applications. In Las Vegas, the Chase Truck wasn't just a static display—it made an appearance in the SEMA parade, where attendees and sponsors got to see it in action. The vehicle highlighted the role WD-40 Brand Products play in maintaining performance and durability under extreme conditions.

Meet & Greets with Influencer Partners

Fans of the WD-40 Brand get a thrill from connecting with partners & influencers who use the products, especially in the auto industry. At SEMA the WD-40 Brand booth hosted three Meet & Greet sessions, each headlined by a different influencer:

1. Throtl – The Throtl team, known for their exciting car builds and high-energy content, made an appearance on Wednesday. After engaging with fans and answering questions, they gave away autographed Throtl hats as prized memorabilia.

2. Big Time – Big Time joined the booth on Thursday, offering fans custom WD-40xBigTime T-shirts that combined a unique style with the brand's iconic look. Big Time’s crew drew in automotive enthusiasts eager to interact and share stories.

3. Gator – On Friday, Gator brought his signature charm to the booth, meeting fans and gifting them exclusive custom pins, reinforcing the personal connection between the WD-40 Brand and his audience. Onlookers kept a hopeful ear out to catch a live delivery of his iconic catchphrase, “Next!”

Aside from the planned Meet & Greets the booth played host to representatives of many major brands and businesses also out & about at SEMA, notably including other WD-40 Brand Partners such as Donut Media and Girlie Garage. Another highlight came with the announcement of the Toolbox Giveaway Winner: Jared, from Mechanic Built. Jared walked away with a custom toolbox and a number of products sure to help him and his team in their passion for working on cars.

Featured Products

SEMA isn’t just about the show—it’s about showcasing solutions that elevate performance and simplify both everyday and extraordinary challenges. Alongside the classic WD-40 Product and selections from the WD-40 Specialist line, the booth offered two of the brand’s latest innovations for sampling and examination:

• WD-40 Precision Pen – This pocket-sized tool demonstrated its ability to deliver precise lubrication, ideal for delicate automotive components and hard-to-reach areas. Visitors marveled at its practical application and ease of use, making it a must-have for both professionals and DIYers.
• WD-40 Specialist Degreaser & Cleaner EZ-Pods – These pods were a standout product, offering customizable cleaning and degreasing solutions. Attendees were impressed by their versatility, portability, and environmental responsibility, as well as the potential for use in both industrial and residential settings.

A Celebration of Automotive Culture

Beyond the products and partnerships, WD-40 Brand’s presence at the 2024 SEMA Show reflected its deep connection to automotive culture. From the trivia challenge that tested fans’ knowledge of WD-40 Brand products to the Chase Truck that showcased their practical applications, every element of the booth carried a purpose to educate, inspire, and excite. The booth acted as a gathering place for auto enthusiasts, professionals, and influencers alike – a space where attendees could share their passion for vehicles, discover new tools, and connect with a brand that has been a trusted ally in maintenance & repair for decades. The WD-40 Brand continues to lead the way in providing solutions that make life easier, more efficient, and more fun. Until next year, SEMA!