Ultra4s Invade SEMA
There are a lot of five-figure paint jobs and 24-inch rims at the 2014 SEMA Show, but within all of the show trucks we found some legit race cars. In 2005 UROC created a manmade rockcrawling course that wowed showgoers, but since that time rockcrawling took a back seat to desert racing, overlanding, and the eternal show truck. Last year though, King of the Hammers race cars could be found throughout the SEMA Show, including one of the first Spec Class vehicles in the Dynomax class, a Bomber in the FOX Shocks booth, and John Currie’s 4500 JK in the Falken booth at the entry to the tire hall to name a few. This year, Ultra4 race cars seemed to be everywhere! 30,000 people attend King of the Hammers, and ten times that many watch the event live online. Add a full series, a feature film, and television coverage and it is easy to see the appeal for current and potential sponsors. “Win on Sunday, sell on Monday” is as true in Ultra4 racing as any other form of motorsports. Nitto recently signed a deal as the title sponsor of King of the Hammers, Polaris is the official UTV of the event now, and Monster Energy threw their support behind the race for 2015 as well. If all of these race cars at the SEMA Show are any indication, expect to see even more companies entering the Ultra4 arena in the near future.
