The SEMA Motorsports Products & Media Council (MPMC) named Jason Chandler, marketing director at Auto Metal Direct, as the council’s newest spotlight member.
Get to know Chandler in his interview with SEMA News below.
SEMA News: What is your current job? What do you do and how long have you been doing it?
Jason Chandler: I am Director of Marketing and Industry Relations at Auto Metal Direct (AMD), one of the most trusted names in restoration products in the classic truck and muscle car markets. I'm responsible for overseeing AMD's full marketing strategy including brand development, digital content, social media, influencer and creator partnerships and industry relations.
I manage our presence at major automotive events including Goodguys, SEMA and many other key industry activations throughout the year. I also serve as AMD's primary liaison to the automotive aftermarket industry — building and maintaining relationships with media partners, content creators, restoration shops, trade schools and industry organizations including the SEMA ARMO Council, where I’m currently an active council member. I try to bridge the gap between AMD's manufacturing and product development operations and the passionate builder and restoration community our brand serves. I ensure that AMD's products, story and mission reach the right audience through authentic, community-driven marketing and strategic industry partnerships.
SEMA News: Did you ever consider another career or industry, and what made you choose automotive manufacturing?
JC: I did take a brief detour. I spent time in the hospitality industry as a general manager of an upscale restaurant and wedding venue, and it was honestly a great experience. The people side of that world is something special and it taught me a lot about relationship building, attention to detail and creating experiences that matter to people. But at the end of the day automotive has always been my main passion and my true north. I couldn't imagine building a career anywhere else. The hospitality experience made me better at what I do now, I just needed to come back to where I belonged.
SEMA News: What do you see as the biggest challenges for the motorsports industry today, and where do you see the industry in five years?
JC: Without question the biggest challenge facing the motorsports and automotive aftermarket industry right now is legislation. The regulatory environment continues to evolve in ways that threaten the hobby and the businesses built around it — from emissions restrictions to vehicle modification laws — and staying ahead of that requires a unified and well-organized industry voice. The good news is that we have exactly that.
Organizations like SEMA and PRI have built incredibly effective Government Affairs departments that are actively working to protect the rights of enthusiasts, businesses and manufacturers at both the state and federal level. The SEMA Action Network is a powerful grassroots tool that puts real advocacy in the hands of real enthusiasts, and I think that kind of organized engagement is what will define the next chapter of this industry. Looking five years out I am genuinely optimistic. The passion for this hobby is not going anywhere — if anything the next generation of builders and enthusiasts is more engaged than ever. With strong advocacy, continued investment in workforce development and education and an industry that keeps finding ways to tell its story authentically, I see a very bright future ahead.
SEMA News: What’s your favorite car-related movie and what do you like about it?
JC: If I had to pick one it would be TV instead of a movie; Top Gear and later The Grand Tour. What I loved about it was that it wasn't just about cars — it was about the culture, the passion and the pure joy of what happens when you put people who genuinely love automobiles in front of a camera and let them be themselves. Clarkson, Hammond and May brought something to automotive entertainment that nobody had done before — they made cars accessible and exciting to people who had never turned a wrench in their life while still being deeply authentic to the enthusiast community. The chemistry was real, the adventures were insane and underneath all the humor and antics was a genuine love for the automobile and what it means to people. That connection between cars and culture is something I think about a lot in my work at AMD.
SEMA News: On a Saturday, where can you be found?
JC: On a Saturday you can typically find me in one of two places — either on the road with AMD at a car show or event somewhere in the country, which honestly never feels like work because the people and the cars make every trip worth it, or at home with my wife and daughter cheering her on at a soccer game. Family and automotive passion pretty much sum up who I am outside of the office, and I wouldn't have it any other way. The balance keeps me grounded and reminds me every week why building something that lasts — whether it's a classic car or a family moment — is always worth the effort.
Fill out an MPMC member spotlight form to highlight how you or your company are contributing to the motorsports industry. Selected candidates are eligible to be featured on MPMC's social media, SEMA News and future MPMC member updates.