At motor shows around the world, exhibitors have recently vied with each other to present an image of modesty. Not so in the US gambling mecca of Las Vegas where the biggest names in auto tuning are currently flexing their muscles at the SEMA convention (3rd - 6th November). The American tuning and accessories industry had a turnover of over $30bn last year, a trend that looks set to continue. The abbreviation SEMA stands for Specialty Equipment Market Association. Trade representatives from more than 100 countries are expected to attend the event which is being held on 180,000 square metres of exhibition space.
There are around 2,000 exclusive models on display. This show has the lot, from beefed-up muscle cars and pick-ups to show cars and the full gamut of tuning components. To nobody's surprise, the Mustang once again registers as the most 'pimped' vehicle, with no fewer than eight different versions of the sports car on display. Probably the most interesting of these comes from the Ford Racing Team, who are producing the Mustang Cobra Jet in a limited edition of fifty units. Every single one of the 2010 version has been sold already, so a wistful glance at the gallery below will have to suffice.