The most successful aftermarket products don't begin on a store shelf—they begin with access.
For years, Toyota has partnered with Gardner Automotive Communications (GAC) to manage its Vehicle Measuring Sessions at the SEMA Garage in Diamond Bar, California, providing aftermarket manufacturers with early access to newly announced and soon-to-be released Toyota vehicles. These highly coordinated technical sessions give product developers the opportunity to evaluate new platforms, gather critical measurements and begin designing the next generation of accessories and performance products long before vehicles become widely available.
Since 2018, GAC has managed multiple measuring sessions each year, serving as the primary liaison between Toyota, SEMA and the aftermarket supplier community. From strategic planning and invitation management to on-site facilitation, technical support, subject matter expertise and post-event reporting, Gardner oversees every aspect of the experience to ensure both operational excellence and a premium customer experience.
Unlike a traditional product display, Vehicle Measuring Sessions are intentionally designed technical working environments. Multiple production vehicles are staged to maximize engineering access inside and out, with select vehicles elevated on lifts and partially disassembled to expose critical underbody components, suspension systems and mounting locations. Supporting components—including suspension parts, intake and exhaust systems, braking components and other production hardware—are displayed separately, allowing engineers and product developers to efficiently evaluate fitment opportunities, record dimensions and identify future product concepts.
GAC's unique combination of automotive technical expertise and event management capabilities makes the agency an ideal partner for these specialized sessions. The team coordinates participant invitations, manages registration and scheduling, facilitates technical workflows, provides technician support, oversees catering and hospitality, administers attendee surveys and develops comprehensive reporting and corporate communications following each event.
Each measuring session is intentionally limited in attendance to provide manufacturers with meaningful access to the vehicles while maintaining a productive working environment. The result is a collaborative experience where aftermarket suppliers can confidently begin designing produc.
Whether supporting the launch of Toyota's best-selling RAV4, an all-new truck platform or the latest GR performance vehicle, Gardner helps bridge the gap between original equipment manufacturers and the aftermarket industry. By combining technical precision, operational excellence and customer-focused execution, Vehicle Measuring Sessions accelerate innovation while strengthening Toyota's relationship with one of the industry's most important partner communities.
