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What is SEMA? Well, it’s the annual SEMA (Specialty Equipment Marketing Association) Show is seen as the world’s premier automotive and aftermarket industry trade show, the trade-only event allows automotive speciality equipment manufacturers to display their new wares alongside new model and concept car debuts from automotive manufacturers. In many cases, the cars on display are collaborations between manufacturers and aftermarket component manufacturers, but the cars that attract the real attention are those from performance component manufacturers who create special one-off builds to help highlight their products as well as their car-building skills. It’s also where you’ll find the completed projects from some of the world’s biggest and most popular automotive YouTube stars, and that’s the kind of thing that SXdrv loves. The 2023 instalment of the show takes place over four days, the 31st of October to the 3rd of November, and it pulls in over 160,000 attendees, over 70,000 buyer companies, over 3,300 media reps from around the world and features 2,400 exhibitors that represent over 140 countries. The show is set over 1.2 million net square feet of exhibit space and has an additional 1 million square feet of features and attractions scattered throughout the expansive Las Vegas Convention Center. If there’s ever a show to add to your automotive bucket list, it’s SEMA.

Korean automaker Hyundai will be in attendance at this year’s SEMA show, and they decided to display one of their rather good-looking Kona SUVs, but in a form that’s far from stock. They call it the Kona Jayde Concept, and it looks like the Jayde part is thanks to the colour, but it’s actually in a shade called Robin’s Egg Blue - and it’s a wrap. The theme of the Kona Jayde Concept is style meet functionality, and with an SUV as the base, the result is a great-looking concept of an Urban Adventure Vehicle. The display car was built in collaboration with MOBIS, a genuine parts and accessory supplier to Hyundai, which is evident in the logos added to the car. The concept Kona features aero enhancements by Air Design that comprises an aggressive front lip, unique rocker panels, and a rear spoiler. Rolling stock comes from HRE in the form of some tasty custom one-piece HRE 520M wheels in a unique brushed-black finish, and they were fitted with some Michelin Pilot Sport 4S tyres. While this is a car that can get off the tarmac, the massive wheels and low profile tyres sorta negate that a little, as does the fitment of Eibach lowering springs that reduce the ride height by two inches. The Jayde Concept also features a Thule Pulse Alpine cargo box for expanded storage, and while these are for extra storage space, in the aftermarket circles it’s purely for bragging rights. At the rear, we find a Thule Epos bike rack mated to a Hyundai Genuine Accessory hitch that carries a pretty cool Vintage Electric Rally e-bike. The e-bike was colour-coded to the Kona’s wrap and features some Michelin Power Gravel tyres to complete the look. Inside the Jayde Concept, we find a pair of custom Recaro Sportster CS seats that we’d expect to find in a car at VW Camp Fest - we like. There’s also a host of Hyundai Genuine Accessories in play as well as a Scosche PowerUp 32K portable charger and an InVert 200 DC-to-AC adapter. The 2024 Hyundai Kona Jayde Concept will be on display at the Thule Booth, West Hall, Booth #55233 during the SEMA weekend.

Take a look at the YouTube video that shows you the rather mint Kona Jayde Concept car that was built to show off at this year's SEMA show in Las Vegas. The popular Korean SUV is a case of style meet functionality and it manages to look pretty damn good. We're a fan of the regular Kona, end especially the Kona N, so this one just works for us: Hyundai Kona Jayde Concept | First Look | SEMA 2023 | OTOFOOTAGE

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