SEMA News - May 2010


The number of exhibitors submitting contracts for booth space at the 2010 SEMA Show has increased 20% compared with the same period last year.  

Judging by the first week of 2010 SEMA Show booth-space reservations, the specialty-equipment industry is showing tangible signs of economic recovery. The number of exhibitors submitting contracts for 2010 booth space has increased 20% compared with the same period last year.

In addition to committing earlier to the booth-space process, many exhibitors are also increasing their footprint. In just the first week of sales, total contracted square footage increased by 11,700—a 16% jump from 2009. Racing and performance companies accounted for 9% of the space increase, with tire companies and paint and body exhibitors also upsizing significantly.

Don’t miss the opportunity to participate in the priority booth space selection, ensuring that you get the best visibility, traffic flow and access to the industry’s most qualified decision-makers. At the 2009 SEMA Show, 87% of buyers made or influenced buying decisions within their businesses, and 73% said that they purchased more products from SEMA Show exhibitors than from non-exhibiting companies.

Secure the best space possible by submitting your agreement and deposit by May 7, 2010, the deadline to participate in priority space selection. Scheduled for June 2–23, the three-week priority space selection process allows exhibitors to select their actual booth location. To get started, click the “Buy a Booth” link on  




Share ideas and address restyling industry concerns and challenges at the upcoming Professional Restylers Organization Long-Range Planning Meeting.    


Plan for the Future With Fellow Restylers

Help shape the future of the restyling industry by joining the Professional Restylers Organization’s (PRO) annual Long-Range Planning Meeting on May 1 at the University of Northwestern Ohio in Lima, Ohio.

The one-day meeting, held in conjunction with the Technical Skills & Training Conference—a new training program designed specifically for restylers and installers—begins at 8:00 a.m. with a general discussion of restyling and PRO council issues. Breakout groups will meet separately to discuss specific topics from the general discussion and then reconvene to present their summaries to the group. A continental breakfast and lunch will be provided.

To take advantage of this opportunity, RSVP to Zane Clark at 909/396-0289, ext. 6696.




Scott O’Toole of Motor State Distributing can help business owners learn the ropes of the new Product Information Exchange Standard (PIES) data standards template.  

Simple Methods for Easing Into Standardized Product Data

The latest Product Information Exchange Standard (PIES) Data Standards Training Template (Revision 4) is now available for download from the SEMA Business Technology Committee (BTC).

PIES is a standard developed by the Automotive Aftermarket Industry Association (AAIA) to define the attributes of automotive products, including (but not limited to) brand identification, description, price, dimensions and weights, NAFTA, UPC and HAZMAT. PIES is a living standard and continues to evolve based on the business practices and marketplace needs.

For Revision 4, the SEMA BTC has increased the template size and layout for 2010 to include 20 additional data fields (expanded pricing, descriptions, digital assets, etc.). Many other additional tools and resources reside within the training template and are just a point and click away for template users.

SEMA, working with Scott O’Toole at Motor State Distributing, has developed this step-by-step product-information training template to meet the needs of most companies in the industry. Companies with questions about using the template, the content that needs to be input or why this type of product information is important are encouraged to contact Scott O’Toole at Motor State Distributing at 269/463-4113 or Staci Bostock at SEMA at 909/396-0289, ext. 6693.



SEMA has developed new advertising opportunities in its trade and online publications.  

New Print and Online Opportunities to Expand Your Brand

SEMA News is now offering four-color classified advertising priced at the standard 2010 rate for black-and-white ads. This offer is just the latest of several enhanced discounts, programs and services made available to SEMA members over the last year and applies to the Manufacturers’ Representative Roster, Service Center and Marketplace sections in SEMA News.
Also new for 2010: the opportunity to showcase your products and services within the association’s popular weekly electronic newsletter, SEMA eNews. Limited online advertising programs are currently available.

To place your classified order now, or to inquire about opportunities in SEMA eNews, contact Motor Media Inc. at or 818/248-4449. For more information about SEMA News classified advertising, contact David Block at 909/396-0289, ext. 6648. The SEMA News 2010 rate card is available at


Fast Facts

  Christine LeMay
Sales and marketing veteran Christine LeMay joined The Marx Group and Marx Group Advisors as the firm’s new customer-relations manager. She will focus on customer service, new-business development and sales management. During her career, LeMay has held sales and marketing positions with Sybervision, Siemens, Silicon Valley Job Seeker Center, Kaiser Permanente and Solarcraft. The Marx Group, San Rafael, CA; 415/453-0844.

Mark Mojica was appointed director of sales, aftermarket, for N-Fab Inc. Mojica will lead global aftermarket sales and account marketing activities for the company. He enjoyed a successful 21-year career with Rancho Suspension, where he held several leadership positions in customer service, marketing, product management and sales. N-Fab Inc., Houston, TX; 281/880-NFAB.

Toyo Tire North America Manufacturing Inc. (TNA) promoted Allan Huggins to CFO and senior director of finance and accounting. Huggins, who joined TNA in 2005 as senior procurement manager, served as director of finance and purchasing prior to his promotion. In other company news, Toyo Tire Holdings of Americas Inc. announced that company president Masaharu Yoshimoto retired at the end of March and Takashi Shimizu was named president. Shimizu joined the company in Osaka, Japan, in 1985 and has served in the accounting and finance and planning departments. Shimizu began his tenure in the United States in April 2007 as vice president and CFO of Toyo Tire U.S.A. Corp. Toyo Tire USA Corp., Cypress, CA; 714/236-2080.

   Jack Roush

Jack Roush received the Robert E. Petersen Lifetime Achievement Award during the grand opening breakfast at the 12th annual Hotrod & Restoration Trade Show in Indianapolis in March. The Robert E. Petersen Lifetime Achievement Award has been presented annually since 2002. Previous recipients include Wally Parks (NHRA), Carroll Shelby, George Barris, Vic Edelbrock, the Ford family, Alex Xydias (SO-CAL Speed Shop) and “Speedy” Bill Smith (Speedway Motors).

The National Hot Rod Association (NHRA) hired motorsports executive Tony Driscoll as vice president of sales and business development. Driscoll spent more than 10 years working in motorsports, most recently serving as senior director of partnership and integrated media sales for International Speedway Corp. The NHRA also announced that it has retained the services of database marketing agency Hedges & Company to assist the sanctioning body with a database marketing initiative in 2010 designed to provide the NHRA with better ways to reach and provide services for its fan base. NHRA, Glendora, CA; 626/914-4761. Hedges & Company, Hudson, OH; 234/380-1650.

The Advanstar Automotive Group reached an agreement with Messe Frankfurt North America to help promote the U.S. Pavilions at Automechanika 2010 in Frankfurt, Germany. Advanstar will disseminate information about the event through its website and produce a U.S. exhibitor directory to distribute through the show’s five U.S. pavilions. Automechanika 2010 is set for September 14–19. Advanstar Automotive, Rosemont, IL, 773/249-4500. 

Coverking signed a subscription agreement with Illumaware to use its Evokat 2.5 web-based data-authoring tool to manage its aftermarket data. The use of Evokat will eliminate the company’s previous practice of using a third party to manage Coverking data. Illumaware, Wake Forest, NC; 919/570-1513.

  Tammy Ray's Gold Digger

Tammy Ray of Dahlonega, Georgia, and her ’33 Ford Phaeton, named Gold Digger, was the recipient of the 2010 Ridler Award. Ray was named the winner during the 58th annual Murray’s-O’Reilly Auto Parts Autorama Presented by Meguiar’s in Detroit, Michigan. Created in 1960, the Ridler Award (named after Don Ridler) is presented to the most outstanding custom car premiered at Autorama. Gold Digger was built by Ted Thomas of Canton, Georgia, and features Pirelli P Zero Nero tires, Foose wheels, PPG Paint, Dakota Digital gauges and a custom interior by M&M Interiors.

Tremec Transmissions has signed an agreement to be the title sponsor of the National Muscle Car Association Muscle Car Nationals Car Show Series. Every NMCA Edelbrock Muscle Car Nationals event features heads-up drag racing, true street and bracket racing, the Tremec Transmissions Car Show, a manufacturers’ midway and swap meet, burnout contest and a jet dragster shooting for 300-plus mph.

Odyssey Battery by EnerSys partnered with Don Schumacher Racing as an affiliate sponsor for the 2010 NHRA Full Throttle Drag Racing season. Odyssey Battery will provide product and technical support throughout the 2010 season. In return, the Odyssey Battery logo will appear on the U.S. Army top fuel dragster, Matco Tools top fuel dragster, Fram top fuel dragster and Valvoline-MTS NHRA funny car. Odyssey Battery, Reading, PA; 610/208-1991.

  Rugged Ridge Pinewood Derby Jeep CJ8

The team at Rugged Ridge, a division of OMIX-ADA Inc., recently helped a local boy scout build a pinewood derby vehicle in the form of a Jeep CJ8 Scramble to compete in the Pinewood Derby Challenge. With hopes to at least score a trophy in the Pinewood Derby Car Show, the team was pleasantly surprised when its wooden Jeep performed better than expected in the actual races, capturing third place. OMIX-ADA Inc., Suwanee, GA; 770/614-6101.

Tyler Tanaka was appointed to the newly created position of account director for PostRelease. Tanaka has been an active participant in the automotive aftermarket for 20 years. Prior to joining PostRelease, he spent 12 years as the marketing manager for Turbonetics Inc.

Organizers of the Racer’s Equipment Warehouse (REW) annual jobber trade show announced that attendance numbers for customer and vendor participation tripled for the 2010 event, which took place in February. REW reported that the annual trade show, combined with show specials for jobbers, has helped the company become the alternative choice for performance parts and truck accessories in the Northeast. Racer’s Equipment Warehouse, Warwick, RI; 401/384-6010.

WTW Corp., parent company of Giovanna and Gianelle wheels, is the premiere and platinum sponsor of the GoldRush Rally 2KX, June 8–13, 2010. The GoldRush Rally 2KX is an event that blends an exotic and supercar rally, nightlife parties, celebrities, DJs and 100 VIP participants. The rally will traverse the West Coast through Seattle, Portland, San Francisco, Los Angeles and end in Las Vegas. Diko Sulahian, founder of WTW Corp., will lead the rally throughout the week-long event, switching cars daily. WTW Corp., Santa Fe Springs, CA; 562/941-8411.

  Detroit Speed's Chevy II Deep Tubs
Detroit Speed Inc. received the Paint & Body Innovation Award for its Chevy II Deep Tubs during the Hotrod & Restoration Trade Show in Indianapolis. The award was one of seven awards in the New Products category. The DSE Deep Tubs are inner wheel housings designed to accommodate wider tire and wheel packages. Detroit Speed Inc. Mooresville, NC; 704/662-3272.

TTXGP has launched a new program, known as the TEO (www.Trust.eGrandPrix.Org) partnership, which is open to all who compete in the TTXGP. The program rewards teams and owners participating in the TTXGP by providing them with a stake in the TTXGP’s future. The more that teams race, the more ownership and rewards they can earn. TTXGP, Gerrards Cross, United Kingdom; +870-445-0111.  

Snow Performance signed an official product-sponsorship agreement with the National Association of Diesel Motorsports (NADM) and is the water-ethanol injection system of the sanctioning organization. In addition to providing benefits for business members and fans, NADM holds diesel drag racing, sled pulling, dyno competitions and other diesel events around the country. Snow Performance, Woodland Park, CO; 719/633-3811. NADM, Kansas City, MO; 800/RUN-NADM

Federal-Mogul appointed Jim Burke director of global communications. Most recently, he was group manager of global product and brand communications at General Motors. Federal-Mogul, Southfield, MI; 248/354-7700.

  Avon Motorcycle Tyres North America’s Roadrider tire  
Avon Motorcycle Tyres North America’s Roadrider tire was selected as original equipment for the Enertia Powercycle motorcycle. Manufactured by Brammo, the Enertia is capable of traveling 15,000 miles on $85 worth of electricity. The Roadrider tire was built for midsize motorcycles and has a speed rating of 149 mph.

Hurst Performance Vehicles announced that its all-new Hurst Equipped program is available to authorized Hurst dealers nationwide. Hurst Equipped authorized dealers who have certified installation centers will be able to order Hurst Equipped packages, which will include a Hurst shifter, Hurst wheels (20x9-inch fronts and 20x10-inch rears), a matte-black-finished Air Speed rear wing, Hurst-equipped badges, Hurst floor mats and a certificate for a Hurst windbreaker and cap. The Hurst Series 1 Kit includes all of the above-mentioned components plus a Hurst-Magnaflow stainless steal exhaust, Hurst- Eibach pro kit, Hurst numbered dash plaque, Hurst fender decals and BFG-KDW tires. Hurst Performance Vehicle, Irvine, CA; 949/261-5500. 

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