The SEMA Motorsports Parts Manufacturers Council (MPMC) General Membership Meeting held in September was one of the largest in recent attendance and brought members together for an afternoon of industry insight and forward-looking discussion. Alongside council updates, the highlight was a panel of media and motorsports leaders who shared how shifting platforms, new audience behaviors and authentic storytelling are shaping the future of marketing in our industry.
MPMC Chair Brian Bohlander set the tone: “The media landscape as we know is completely evolving and changing. As manufacturers, it’s more important than ever that we listen closely to media experts, understand how the landscape has evolved and work together to elevate the entire industry.”
That spirit of collaboration carried through the featured panel discussion, which brought together Mike Galimi (Motor Trend/Hot Rod), Matt Martelli (Unlimited Off-Road Racing) and Zac Mertens (Burnout Wars, formerly Hoonigan). Each offered an insider’s perspective on how enthusiasts discover events, how media consumption habits are shifting and how authenticity is reshaping marketing strategies.
Key Takeaways
1. Meet people where they are. Galimi emphasized that discovery no longer happens through one channel. “It used to be easy—it was just print. Now it’s social media. Meet people where they are. For some it’s Facebook, for others Instagram, TikTok or YouTube. The key is attacking across all platforms.”
For manufacturers, this means investing in a single channel is no longer sufficient. The fragmented media environment demands a multi-platform approach with tailored strategies for each audience segment.
2. Storytelling through characters. Martelli spoke to the power of character-driven storytelling. “People want to learn through a character. They want to be guided and influenced by someone authentic.” Human connection makes technical products relatable, whether through sponsored racers, content creators or in-house staff who live the lifestyle.
3. Authenticity beats algorithms. Mertens reinforced this theme by drawing on his Hoonigan background. “People connect with people. When motorsports gets too corporate, it kills the personality. The audience wants stories about people. That’s how we connect.” He cautioned against over-engineering ad reads and instead urged brands to trust creators to communicate in their own voice.
4. Content outlives events. Events remain critical, but they are not an end in themselves. Galimi noted that while Drag Week lasts only one week a year, the media content generated from it fuels brand storytelling all year long. The message to manufacturers is to treat events as content engines that can deliver ROI far beyond the event gates.
5. AI raises the stakes for authentic content. The discussion turned to artificial intelligence, and panelists agreed it’s reshaping search and discovery. Galimi acknowledged that traffic from SEO is already shifting as chatbots answer questions directly.
Martelli offered a blunt assessment. “This is more reason to produce as much high-quality content as possible. The brands and media outlets laying the groundwork today are going to win the long-term content war.” AI tools may streamline workflows, but they make the kind of authenticity that can’t be faked more valuable than ever.
Practical Advice
When asked for their single best recommendation to manufacturers, panelists returned to fundamentals:
- Know your audience. Don’t waste budget chasing demographics outside your market.
- Invest in content. “If there’s no video content on your wheel, it doesn’t exist,” Martelli put it plainly.
- Leverage creators. Mertens emphasized this requires investment, “it’s not cheap to make this stuff.” Creators deliver authenticity and value that in-house teams can’t always match.
Bohlander closed by underscoring that manufacturers should seek out partnerships where authenticity already exists. He recommends, “Who are the people who would talk about your product without being paid? Those are the people who will amplify your message the most.”
Looking Ahead
From post-event discussions, Galimi captured the energy best. “I enjoyed this experience because it brought together a dynamic group to address the challenges and opportunities that today’s marketers and media professionals are facing. The format allowed us to feed off each other’s responses in a really natural way. I’m excited to see Zac and Matt at this year's SEMA Show to continue talking about the topics we touched on. That is the ultimate advantage of an in-person trade show, you can connect with others to talk business.”
Conclusion
For MPMC members, the September meeting and panel made it clear that motorsports products and media are better together. Growth will come not just from new products, but from authentic storytelling, reciprocal partnerships and consistent content that raises aspirations for future enthusiasts.
Watch the full meeting and panel discussion on YouTube: https://www.youtube.com/watch?v=oYPOLyMyfC8