About The Program

Honest Assembly is a program developed around automotive students, mentors, and industry partners for a charitable good.

The concept is simple, student automotive enthusiasts are challenged to build a world class car while raising money for a children’s cancer charity, The Morgan Adams Foundation. The program proves that with the right tools and mentors anything is possible for the average enthusiast.

Inspiring The Next Automotive Generation

Our goal is to create mentorship and internship opportunities for students interested in a career in the automotive field while fundraising for a children’s cancer charity.

  • Students work for a year on a SEMA build for the Battle of The Builders to generate PR and network within the automotive industry.
  • Throughout the year students will have the opportunity to collaborate with industry partners.
  • After SEMA, the car is used over the next year in co-op marketing between industry partners and the charity.

A Bigger Impact

The program sends valuable messages to young automotive enthusiasts and seasoned professionals everywhere – achieving your goals is within reach and there are tangible benefits of mentorship. Ultimately, the program seeks to have an inspiring effect on the automotive community.

Passions Into Charitable Deeds

Charity donations are raised through a combination of partner contributions, in person events, and online fundraising driven by the PR surrounding the car build. During each PR touch point, we emphasize the charity fundraising as the student’s primary goal.

About The Charity

The Morgan Adams Foundation supports laboratory and clinical research in the area of pediatric cancer, with an emphasis on brain tumors, spine tumors and central nervous system tumors.

Program History

The first six student team found early success in this program by placing 3rd in class and in the top 12 overall in the 2018 SEMA Battle of The Builders. Over the course of 2019 the team spent the year promoting the charity through automotive PR events around the country with results far exceeding anyone’s expectations.


2016-2017: Building The Program

  • 2 years of planning to build an E30 M3 DTM era inspired S55 powered car 
  • Recruiting industry mentors
  • Recruiting inspired automotive student Interns
  • Creating opportunities for the students to have real world experiences with industry sponsors
  • Outfitting the program’s first humble workspace, a 1.5 car brick garage
  • Charity fundraising planning


2018: Student Interns, Mentors, & SEMA Success

  • 1 year of building in a home garage with 6 student interns
  • Pairing students with industry mentors
  • Students receiving real world experience working with industry icons
  • Building a world class SEMA car with amateurs
  • Learn more about the first build here.
  • Exceeding all expectations by placing Top 40, Top 12, and finally Top 3 in class at SEMA’s Battle of The Builders


2019: Charity Promotion and PR Campaign

  • 1 year of PR resulting in 20+ million online impressions, 1st at Wekfest, 1st at Bimmerfest, multiple magazine covers, network TV coverage, and accolades from: Motor Trend Channel, Meguiars/Super Street SEMA Top Honor Award, Speed Hunters, Donut Media, Smoking Tire, AutoTopia, Top Gear, MotoIQ, Super Street, Hoonigan Vin’s top SEMA pick, Speed Academy best SEMA car of 2018, Road & Track, S3 Magazine – cover, BMW Performance Magazine -cover (European and US editions), M Power Magazine – cover (Germany), MSN Auto, Option Magazine (Japan), Drift Tengoku Magazine (Japan), Stance Magazine (Japan) and many others.
  • Exceeded ROI for sponsor investments
  • $60K+ in charity donations and growing in 2020

2020 – 2021

2020-2021: Charity Promotion and PR Campaign

  • First class of interns/students graduate and enter the workforce
  • Doubling down on the program to make it viable for years to come
  • Purpose built 3k sq ft fully appointed shop and photo/video studio to produce content throughout the build process for partners
  • Expanding internship opportunities for students
  • Increasing charity promotions
  • Increasing partner deliverables 

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