KRŌM Was One of My Biggest SEMA 2026 Disappointments.

By Garyad Passmore, Thatdtailguy

I hate saying this because I wanted to be excited about it, but ATG’s new KRŌM accessory line was one of my biggest disappointments at SEMA 2026. The foam cannon was the main reason, especially after hearing the price being considered.

I mentioned it in an update to my original SEMA discussion post. It deserves more than a paragraph at the bottom of a roundup, because there were a couple of misses here that I keep coming back to.

A little context up front: I run That Detail Shop and sell detailing accessories, including foam cannons. You can absolutely read this through the lens of a potential competitor. This is also the category I spend my time developing, sourcing, and studying. What follows is my opinion of the products I handled at the booth, not a long-term review or a claim that I tested the entire lineup.

The foam cannon is where I started having questions

One of the executives told me they were looking at around $100 for the foam cannon. That was the price being considered in our conversation, not a confirmed retail price.

At that kind of money, I expect the little things to be right.

The pickup tube on the example I handled looked about 10 cm too long. That was my estimate from looking at it, not a measured specification. The nozzle also didn’t appear to have a properly fitting O-ring. From the way the adjustment felt in my hand, I questioned whether it would stay where I set it throughout a wash.

I didn’t run it through a full wash, so I’m not going to tell you the adjustment failed in use. I’m telling you what I noticed and why it bothered me.

A properly fitted O-ring and a pickup tube suited to the bottle are basic details I want sorted out before a foam cannon enters the $100 conversation. A customer shouldn’t be looking at a new accessory at that price and immediately thinking about what needs to be changed.

In my original post, I said it felt closer to an initial sample than a product that had received the thoughtful refinements I expected. That is still the best way to explain my reaction. I wasn’t seeing the improvements that would make me understand that proposed price.

So, is the price actually posted?

Pricing check, November 10, 2026: I haven’t found a public KRŌM product listing that confirms the final retail price. The approximately $100 figure remains what I was told they were considering at SEMA. It should not be read as an announced MSRP or a price you can buy it for today.

That distinction matters. If the final price is different, the value conversation changes. If the production version addresses what I noticed, that changes the product conversation too. For now, my reaction is based on the example I handled and the price discussed at the booth.

There’s no reason to invent a price for the rest of the range, either. I want to see the actual listings, what’s included, and what buyers are getting before judging the lineup’s overall value.

The wash mitt was huge. I’m not convinced that helps.

The wash mitt went past my elbow. I’m not a small person, either.

Somebody may love that much coverage. For me, the question was what it would feel like once it was full of water. Would it still be comfortable and easy to control, or would it become cumbersome?

I handled it at the show. I didn’t use it to wash a vehicle. So that is a concern about the design and how it might work for me, rather than a test result.

More material doesn’t automatically make a wash tool more useful. I want something that feels manageable through the whole job. The size of this mitt made me question that before I even got it wet.

The packaging looked coordinated, but I wanted to see the products

The branding was consistent across the range, and the packaging had the polished appearance you would expect from a major company.

But when I looked closer, I wanted better pictures of the actual accessories. The dark packaging made some of the details difficult to see, even with windows on certain items. If I’m looking at a new product on a shelf, I want to understand what I’m buying without having to work around the box.

The black-and-red color scheme also felt pretty generic to me. That’s a taste judgment, but it matters when a new accessory brand is trying to stand out.

A lot of what I saw reminded me of accessories already available on Amazon. That was a comment about how familiar the designs felt, not evidence that they came from the same factory or that they were identical products. I just didn’t come away with a clear sense of what made much of this line different.

There were things I liked

The clay towel and decontamination products caught my attention, and the brush lineup looked pretty decent.

I said that in the original post because it’s part of the story too. My disappointment with the foam cannon doesn’t tell us how every other item will perform. Those products deserve to be judged individually, with actual use and actual pricing.

Appearance Technology Group has an established car-care portfolio that includes 3D, P&S, PRO, and Hi-Tech Industries. With that much industry experience behind a new range, my expectations were high. I wanted the accessories themselves to give me the same confidence as the presentation.

Why I left disappointed

There were plenty of things at SEMA that got me excited. I covered a lot of them in my 10 detailing finds from the show. I don’t think honest coverage means every booth gets the same positive reaction.

With KRŌM, the foam cannon’s small fit-and-finish details stood out against the price being discussed. The oversized mitt raised questions about usability. The packaging and familiar-looking accessories didn’t give me the clear point of difference I was hoping for.

I’d be happy to offer feedback. I want good products to come out of this, and I’d rather see those details addressed than pretend I didn’t notice them.

For now, based on what I handled and what I was told, I left disappointed. Final pricing and time with the finished products would give me a better basis for a full review. They don’t change how that first impression felt.

What would you expect from a foam cannon at around $100? And if you handled the KRŌM lineup at SEMA, what did you think?

Watch the booth visit and read the rest of my SEMA coverage

Watch the ATG accessories booth visit in my Day 2 video, starting at 24:10.

• Day 1: Suds Lab gallons, Paicar protection, and more options for detailers
• Day 2: New detailing products, better systems, and a business reality check
• Day 3: Light Speed, Active, and Griot’s talk tool design
• Day 4: Mobile rigs, shop tools, and Matt Moreman’s unexpected favorites
• 10 detailing finds that have my attention