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While the nation's new car and truck dealers continue to make major investments in their dealerships to improve sales and customer satisfaction, one area of potential new business has remained relatively untapped: the $38 billion accessory market.

That's why Phil Brady, president of the National Automobile Dealers Association (NADA), and Chris Kersting, president and CEO of the Specialty Equipment Market Association (SEMA), today announced a first-of-its-kind, comprehensive "Dealer Day" program designed exclusively for NADA members at the 2008 SEMA Show.

"Dealer Day" is designed to give dealer principals several ideas, tools and resources on how to integrate a strong and successful accessory program at their dealerships. The half-day program is scheduled for Wednesday, November 5, at the Las Vegas Convention Center. It's the first time the SEMA Show will dedicate an exclusive program just for NADA members. There is no cost to attend "Dealer Day."

"At a time when many dealers are looking for new ways to generate additional revenue and sales, this program will provide dealers with new ideas and strategies to help improve their bottom-line performance by creating profitable accessory programs," says Brady.

"Through a series of activities and presentations, dealers will learn about what's happening in the specialty industry and discover how profitable an accessory program can be, and they will learn how to successfully incorporate such a program at their dealerships," Kersting says.

While noting that dealer attendance at the SEMA Show has been steadily increasing in recent years, Kersting says the intent of the new dealer program is to make the SEMA Show experience even more meaningful.

Dealers will also learn about several business models, such as partnering with a professional restyling facility, operating an in-house accessory center and balancing factory versus non-factory accessories, Kersting adds. As an added feature, participating dealers will have an opportunity to meet directly with proven experts who will share real-world case studies.

"Educational pursuits are a key element of both the SEMA Show and the NADA convention," says Kersting. "By joining forces to present "Dealer Day," NADA and SEMA will be providing high-value tools and information to help dealers maintain successful and more profitable businesses in today's challenging economic times."

Recognizing that many dealers are already selling accessories, the program will also include information on what's in store for the future, and offer insight into new car-buying trends.

To conclude the half-day program, dealer principals, NADA and SEMA board of directors and other VIP guests can attend a networking reception and a private tour that highlights key areas of the 2-million sq. ft. convention center.

"SEMA is honored to have NADA as a partner to present an exclusive program for dealer principals that will deliver a tremendous take-home value," Kersting says.

To register for the 2008 SEMA Show Dealer Day program, visit

Founded in 1917, NADA represents about 20,000 new-car and -truck dealers with more than 43,000 franchises, both domestic and international. NADA represents dealer interests through legislative and regulatory advocacy, creating dialogue between dealers and automakers and providing services and training programs to help dealers improve their business operations and bottom-line performance. The organization also produces the annual NADA Convention & Exposition.

SEMA, founded in 1963 and comprised of 7,094 member companies, represents the $38.1 billion specialty automotive industry. SEMA produces the premier automotive accessories trade show that features more than 2,000 manufacturers. It is the authoritative source for research, data, trends and market growth information for the specialty auto products industry. The specialty industry provides appearance, performance, comfort, convenience and technology products for passenger cars, light-duty trucks and recreational vehicles.