THE Las Vegas SEMA Show is a place where car manufacturers can prove they're down with the kids by offering up products for some hardcore modifying.
Some car firms shun the aftermarket world, embarrassed by the "tarnishing" of their vehicles, while others have come to embrace it, aware of the importance of customising to a core market demographic.
After all, the global modified vehicle industry is worth an estimated $70 billion annually.
America's 2015 Speciality Equipment Market Association (SEMA) show brought out some visual treats, with plenty of the cars recognisable to the Australian market.
Hyundai - long a favourite of modifiers - went the Full Monty and teamed up with some huge aftermarket names to produce three bespoke Tucson SUVs, two Genesis Coupes (a model we don't get in Australia) and a Veloster Turbo. Think wide body kits, carbon fibre and mighty superchargers or turbos.
Jeep teamed with Mopar to create the Wrangler Red Rock Concept - based on the Wrangler Rubicon - with a two-inch lift kit, 35-inch tyres and Amaretto brown leather seats. Jeep said it would offer 50 production version Wranglers inspired by the Red Rock.
Mopar also got busy on Fiat Chrysler models: a Dodge Challenger GT with all-wheel drive, Fiat 500X Chicane with 20-inch wheels and Chrysler 300 Super S on 22s the standouts.
Kia delivered four all-new concepts. The A1A Optima roadster is aimed at Florida coastal cruisers with its chopped roof and features suicide doors, 20-inch HRE alloys and custom turquoise paint.
Off-road fun looks like it could be had with the PacWest Adventure Sorento - with six-inch taller stance, Nitto off-road tyres and forest green body - while a Cerato Koup Mud Bogger with 28-inch tyres, riveted fender flares, roll cage and race seats looked the most fun.
Even BMW got in on the SEMA game, revealing an M4 with M Performance Parts and classy motor racing stripes.
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