SEMA 2025 Wrap Up: How ExoShield Led the Windshield Protection Movement

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SEMA 2025 proved to be one of the most influential years yet for windshield protection as a product category. For ExoShield, the event showcased how far the industry has come, how quickly innovation is accelerating, and how the company continues to lead the movement with technology-driven products like ULTRA PRO.

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“SEMA is a bucket list opportunity for so many people in the automotive industry.”

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“For us, it isn’t just a show. It’s where our products and relationships come to life.”

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From installer education to new product launches, here’s what stood out.

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What SEMA Represents for the Automotive Aftermarket

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Held annually in Las Vegas, the Specialty Equipment Market Association (SEMA) Show is one of the world’s largest automotive aftermarket events. Manufacturers, installers, buyers, and enthusiasts gather to explore new products and emerging technologies.

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For ExoShield, SEMA is more than a showcase. It’s a strategic time of year to validate trends, connect with industry professionals, and refine the company’s approach to windshield protection technology.

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“It’s where manufacturers and buyers come to see what’s next in automotive technology. It gives businesses a sense of where the industry is moving.”

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Why SEMA Matters for Windshield Protection

• Increasing awareness around the high cost of windshield replacement
• Rising adoption of ADAS systems is making glass more complex and expensive
• Growing demand for durable windshield protection film
• Opportunity for installers to introduce high-margin services

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The Human Side of SEMA: Why Community Matters

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While SEMA is packed with technology and groundbreaking builds, the relationships formed on the show floor remain the core of the event. ExoShield’s booth saw long-time partners, new installers, and enthusiasts coming together to share stories and ask questions.

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“The show is more about the people than the products. You get to connect with the humans behind the brands you support.”

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One of the most memorable conversations came from a Florida customer. After protecting his Jeep Wrangler with ExoShield ULTRA, he returned with a story about how his Jeep survived a carport collapse during a hurricane. The windshield took a severe beating, and the fallen metal structure had been grinding into the ExoShield ULTRA for hours during the most intense part of the storm. hen the film was removed, the glass was undamaged - proving why being proactive with your vehicle protection is so important. In this case, the owner saved themselves from nearly $1000 in replacement costs, by investing in quality windshield protection film early.

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“The film took a beating, but the glass underneath was still perfect. Because he protected the vehicle early, he avoided a costly windshield replacement.”

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Real-world durability stories like this continue to reinforce the importance of reliable protection, especially as weather events and repair costs rise.

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How ExoShield Helped Spark the Windshield Protection Wave

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The windshield protection film category has grown dramatically in the past few years. When ExoShield first appeared at SEMA, only a handful of companies offered any type of windshield film. Today, there are dozens of TPU and PET-based options.

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ExoShield views this expansion positively. It means consumers and installers now recognize windshield protection as a legitimate and necessary service.

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“We were one of the only companies to build a successful business around windshield protection.”

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“We don’t take full credit, but we helped create the wave.”

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Why Windshield Protective Film  Is Growing Fast

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• Windshield replacement is reaching $1,000–$2,000 for many vehicles
• Modern windshields integrate sensors, cameras, and calibration requirements
• Off-road and adventure vehicles face higher exposure to debris
• Drivers want long-term clarity, durability, and impact protection

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Many installers mentioned trying generic TPU films before seeking ExoShield windshield protection film products for better clarity, longevity, and superior manufacturer support through our industry-leading product warranties. 

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“One product isn’t right for everyone, but windshield protection as an idea makes sense for most drivers. The portfolio that ExoShield offers allows installers to properly qualify their customers and give them a product and overall experience that matches their expectations.”

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“Our job is to help installers and customers make informed decisions.”

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Introducing ULTRA PRO: The Biggest Breakthrough of SEMA 2025

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The highlight of ExoShield’s presence at SEMA 2025 was the introduction of ULTRA PRO, a pre-cut, software-free curved windshield kit designed to make premium PET protection accessible to more shops.

Traditional PET windshield protection films are challenging to install due to thickness and stiffness. Shrinking them over curved windshields requires training, specialized tools, and significant install time investment. ULTRA PRO removes those barriers.

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“It allows shops to integrate windshield protection into almost any automotive restyling business with speed and efficiency. ULTRA PRO removes the  need for upskilling that typically requires a significant time and resource investment. We want to make sure our partners have the opportunity to win early with windshield protection film, so they can continue to grow with us! With ULTRA PRO, the hardest part becomes cleaning the glass properly.”

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ULTRA PRO Benefits for Installers

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• 8 mil film for superior impact resistance
• Ideal for high-curve windshields like Porsche 992, and Tesla Model 3 + more on the horizon
• Scalable for shops with new or junior installers
• Clean, repeatable results that build customer trust
  
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Installers were particularly impressed by the difference in durability between five-mil and eight-mil films when they experienced both at the booth.

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“Anyone who’s shrunk thick PET on a curved windshield understood instantly why this kit matters. It lets you protect windshields most shops never attempted before, with a product that is 60% thicker than other PET windshield protection films.”

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Fit, Finish, and Installer Reactions: Why the Edge Gap Matters

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One of the most discussed points at SEMA was ULTRA PRO’s 1/16-inch edge gap. While some expert installers prefer custom edge-to-edge installations, the gap is a deliberate design choice to maximize consistency and reduce contamination. “The kits have a gap on purpose to ensure clean, repeatable installs.”

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Two-Level Windshield Protection Offering

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1. ULTRA PRO – Standardized Install

• Faster installation
• Predictable results

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2. Custom Bulk Install – Premium Tier

• Edge-to-edge finish
• Higher price point
• Fits enthusiast customers

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“If you offer perfection-level installs, that’s incredible. ULTRA PRO gives you another tier without lowering your standards. ‍We want both new and veteran installers to feel confident in this market.”

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Key Lessons ExoShield Took From SEMA 2025

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The show made it clear that installers expect more from manufacturers as the category grows.

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What the Market Told ExoShield

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• Live demos are essential for showing real in-world value
• Education drives adoption
• Standardized installation tools are in high demand
• Visibility matters, shops want to clearly differentiate film types
• Innovation must be continuous as more companies enter the space
• Shops are looking for quality products that won’t discredit their hard earned reputation.

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“Demonstrations bring people in and keep them engaged. We innovate on less than a one-year cycle, so there will always be something new by SEMA 2026.”

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ExoShield continues to focus on real performance rather than hype, emphasizing durability, clarity, and long-term value. “A rising tide lifts all boats.”

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“We’re here to build solutions that benefit both installers and drivers - we firmly believe that ULTRA PRO is the product and technology that will make windshield protection film accessible for everyone.”

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Looking Ahead to SEMA 2026

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Planning for SEMA 2026 is already underway. The ExoShield team aims to expand both booth presence and hands-on education.

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What to Expect Next Year

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• More live impact demonstrations
• Expanded ULTRA PRO fitment list
• Stronger installer training support
• More nanotechnology-driven product announcements

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“We were already talking about next year on the flight home. We want a taller presence, more demos, and even better education.”

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With ULTRA PRO entering full use across the industry, 2026 is set to be a significant year for both installers and customers adopting the next generation of windshield protection.

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Final Thoughts: The Future of Windshield Protection Is Here

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SEMA 2025 cemented windshield protection as an essential part of the automotive aftermarket. As windshields become more advanced and expensive, drivers are seeking long-term solutions that prevent damage, maintain clarity, and reduce repair costs.

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ExoShield is leading that movement through innovation, installer support, and a commitment to technology-driven reliability.

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“We’re a nanotechnology company at our core, and everything we build is something we believe in.”

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“Our goal is to keep people out of the glass replacement cycle and help shops grow their business. We like to think of it as revoking memberships to the broken windshield club.”

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SEMA 2025 proved that progress happens when passionate people come together. Installers, builders, manufacturers, and enthusiasts showed that a shared love for automotive culture can drive real change. The message from the show was unmistakable. Drivers want protection, installers want reliability, and the industry wants innovation. 

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ExoShield is proud to support this community with products built for real drivers and real challenges. With advanced nanotechnology, innovative installation systems, and a commitment to elevating the category of windshield protection, ExoShield is redefining what is possible. 

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Together, we are shaping a smarter and safer future on the road, and this is only the beginning.

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