Built for What Matters Since 1977: Dee Zee Celebrates 50 Years at SEMA Show 2026
Dee Zee Celebrates 50 Years with a Refreshed Brand, New Digital Experience and Interactive SEMA 2026 Booth
LAS VEGAS — Dee Zee, a leading American manufacturer of truck and SUV accessories, is kicking off its 50th-anniversary celebration at the 2026 SEMA Show. Founded in 1977, the family-owned, Des Moines, Iowa-based company is marking this major milestone by unveiling a refreshed brand identity and a new e-commerce website designed to make upgrading your vehicle easier than ever.
At the heart of the launch is Dee Zee’s new tagline: Built for What Matters Since 1977. This new message reflects the company's long-standing dedication to crafting high-quality, dependable gear that supports work, adventure and everyday life.
“For 50 years, our company has thrived because of our hardworking team, our partners and our loyal customers,” says Kelli Gallagher, President of Dee Zee. “This is an exciting new chapter for Dee Zee. We are proud to celebrate this milestone at SEMA and look forward to providing dependable, innovative products for the next 50 years."
A Streamlined Shopping Experience at DeeZee.com
As part of the 50th-anniversary launch, Dee Zee is rolling out a new online shopping experience at DeeZee.com. The website features a streamlined shopping journey and introduces a new 3D Fitment Visualizer. This interactive tool allows customers to see exactly how Dee Zee products will look and fit on their truck before they buy, taking the guesswork out of customizing their vehicle.
Experience the Dee Zee Difference at SEMA 2026
From November 3–6, 2026, at the Las Vegas Convention Center, attendees are invited to step into the next generation of Dee Zee at Booth #55119 in the West Hall. The immersive booth experience will feature:
Interactive Website Kiosks: Visitors can test-drive the new DeeZee.com on touch screens and create their own custom build using the 3D Fitment Visualizer.
Truck Builds: Work-ready and adventure-ready truck builds will be fully outfitted with Dee Zee products, allowing attendees to see the quality of the accessories up close.
50-Year Timeline Wall: A visual journey celebrating the rich, 50-year history of Dee Zee's manufacturing excellence and industry innovations, including a new brand video.
Pro Series Toolbox Giveaway: Visitors can have their SEMA badge scanned by a Dee Zee team member to enter to win a premium Dee Zee Pro Series Toolbox—shipped to their door for free.
Exclusive Anniversary Swag: Attendees can grab limited-edition 50th-anniversary merchandise, including retro sticker packs, koozies and more.
Experience the Dee Zee Difference firsthand at SEMA Booth #55119, or explore the new website today at www.DeeZee.com.
About Dee Zee
About Dee Zee
Since 1977, Dee Zee has been a leader of the automotive aftermarket, providing reliable, high-quality truck and SUV accessories. Headquartered in Des Moines, Iowa, Dee Zee is a family-owned company that takes pride in manufacturing durable products in the USA. For more information, visit DeeZee.com.
Media contact
Alexa McDonald, HAVEN Creative, 704-661-4819This release was issued by Dee Zee and is republished here with a link to the original. Brand representatives can request an edit or removal.
