SEMA News - September 2010

By Steve Campbell

Three SuperSessions Offered at the SEMA Show

  SEMA News-September 2010-Event Seminars 

The 2010 SEMA Show will include three extended-format seminars that will focus on helping members understand the challenges, develop solutions and capitalize on new business and product-development opportunities presented by today’s complex vehicle systems and technologies.  

The 2010 SEMA Show will once again offer a trio of Technology Briefing SuperSessions designed to provide attendees insights and information into the current and future evolution of the automobile and the myriad new business and product-development opportunities advanced vehicle technologies offer specialty-equipment manufacturers, distributors, retailers and installers. Held on consecutive mornings from 9:00 a.m.–12:00 p.m., the three extended seminars will focus on the latest vehicle technologies impacting SEMA-member companies today and emerging technologies that will provide the greatest opportunities for innovation, growth and collaboration. Each session will be moderated by SEMA Vice President of Vehicle Technology John Waraniak, and the panels will feature a stellar group of experts from leading original-equipment manufacturers (OEMs), suppliers, research organizations, government agencies, racing
and academia.

Monday, November 1, 2010

Driving Safe: Vehicle Dynamics Simulation and ESC Performance of Aftermarket-Modified Vehicles, Components and Systems
Speakers and Panelists:

  • Paul Williamsen, National Manager, Lexus College, Toyota Motor Sales USA
  • Paul Venhovens, BMW Chair in Systems Integration, Clemson University-ICAR
  • Ed Browalski, Vehicle Technology Consultant; President, ACEC
  • Kevin Kott, President, dSPACE Inc.
  • Santhosh Jogi, Director of Engineering, dSPACE Inc.
  • Tom Gillespie, Co-founder and Director, Mechanical Simulation Corp.
  SEMA News-September 2010-Event Seminars 

The Technology Briefing SuperSessions will be moderated by SEMA Vice President of Vehicle Technology John Waraniak and will feature experts from leading OEMs, suppliers, research organizations, government agencies, racing and academia.   

One of SEMA’s major vehicle technology strategies is to help the specialty-equipment industry gain a deeper understanding of active-passive safety systems and vehicle dynamics performance of aftermarket-modified vehicles so that member companies can overcome the challenges and develop solutions for components and systems that affect the entire vehicle.

This first SuperSession will help members understand which aftermarket products affect electronic stability control (ESC) performance and the methods and cost-effective tools now available to SEMA members to evaluate how their products might affect ESC as well as describe the new technologies being introduced by the OEMs. It will include not only an overview of ESC implementation by the automakers and original-equipment suppliers, but also simulations and actual hardware-in-the-loop (HIL) evaluations of modified vehicle dynamics performance using CarSim and dSPACE equipment.

SEMA developed an HIL system based on a collaborative effort with dSPACE Inc. and CarSim vehicle dynamics simulation software from Mechanical Simulation Inc. in order to evaluate and simulate the ESC performance of modified vehicles. SEMA’s HIL technology is the same as that used by all OEMs and major suppliers around the world to develop, test and simulate vehicle dynamics, new chassis system components, engines, powertrains and vehicle electronic control systems.

Attendees at the 2010 Driving Safe SuperSession will learn about practical approaches for determining compatibility and compliance of a given aftermarket product with ESC system performance. The panel members will respond to questions from the audience, and Mechanical Simulation will provide a vehicle simulator that will demonstrate the impact of specific aftermarket modifications and components on vehicle dynamics.

Tuesday, November 2, 2010

Driving Green Performance: Hot Rod Hybrids and Muscle Electrics
Speakers and Panelists:

  • Keynote: Mark Reuss, President, General Motors North America
  • Scott Atherton, CEO of American LeMans Series (ALMS)
  • Imtiaz Haque, Executive Director, Clemson University-ICAR
  • Patrick Reininger, Vice President of Pacific Region, R.L. Polk & Co.
  • Bryan Krulikowski, Vice President, Morpace
  • Azhar Hussain, Founder, TTXGP eGrandPrix
  • Peter Diamandis, Chairman and CEO, X-Prize Foundation

The most valuable automotive applications and services may not be apparent yet. Developing accessory-friendly systems and open innovation processes that allow for future upgrades and interoperability will help ensure profitable personalization across the entire automotive and consumer electronics value chain.  

Alternative powertrain development and vehicle evolution have accelerated significantly over the past few years. Green is no longer simply an option; it is a must. Nearly 85% of Americans now consider themselves environmentalists, so hybrids and electrics represent the next generation of enthusiasts, cruisers and hot rods. In fact, sales of hybrid and clean diesel-powered cars are projected to more than triple by 2015, with the production of hybrids alone increasing to about 3 million vehicles a year within a decade.

Although many new powertrain technologies, platforms and vehicle architectures are being introduced by every major automaker, significant innovations and improvements in the internal combustion engine, including gasoline direct injection, turbocharging, supercharging and electronic fuel management, will continue to be major areas in the growth of the performance aftermarket for years to come. This second Technology Briefing SuperSession will focus on green performance and SEMA’s commitment to keeping its members informed about the latest vehicle technologies and opportunities associated with high-performance engineering and energy efficiency.

The SuperSession will include discussions not only about powertrain systems, but also new materials and innovations for reducing vehicle mass; body kits with reduced drag; lubrication systems; bearings and hubs that reduce friction; wheels and tires with less rolling resistance; optical systems and cameras that replace sensors; and batteries and energy storage devices with increased performance. These technologies, as well as developments that reduce and recover lost energy from braking and suspension systems, represent vast opportunities for SEMA companies and will appeal to consumers who demand increased mileage without sacrificing performance.  

The session will also include presentations and discussions regarding the findings and insights of the latest research studies on market segments and consumer behavior toward alternative powertrains and how they will impact the specialty-equipment industry. 

Wednesday, November 3, 2010

Driving Connected: Integrating Automotive and Consumer Electronics
Speakers and Panelists:

  • Keynote 1: Dr. Andrew Brown, Society of Automotive Engineers President and Chief Technical Officer, Delphi
  • Keynote 2: Peter Appel, Administrator, Research and Innovative Administration, U.S. Department of Transportation
  • Richard Wallace, Senior Director, Center for Automotive Research
  • Thilo Koslowski, Managing Vice President of Automotive, Gartner
  • Roger Curtis, President, Michigan International Speedway
  • T.C. Wingrove, Director of Innovation, North America, Visteon
  • Mike Blicher, Director, Business Development, Immersion
  • Stephan Tarnutzer, Chief Operating Officer, DGE Inc.

Connected vehicle technologies are changing how vehicles are operated and how they interact with each other as well as with the transportation infrastructure. Private and public sectors are making significant investments in hardware, software applications and vehicle content to improve the driving experience with products, services and applications that are built in, beamed in or brought in to today’s vehicles.

Connected vehicles equipped with advanced systems are a hit with consumers, as evidenced by the fact that Ford vehicles equipped with Sync sell twice as quickly as those without. On-board vehicle technology combined with vehicle-to-vehicle and vehicle-to-roadside technologies in the areas of safety, mobility, infotainment, diagnostics and personal convenience are creating exciting product and service opportunities for specialty-equipment and performance aftermarket manufacturers, distributors, retailers and installers. This 2010 Technology Briefing SuperSession focuses on the accelerating product development, deployment, acceptance and integration of automotive and consumer electronics.

This session will examine recent developments in IntelliDriveSM and other connected vehicle efforts, along with emerging market and product development opportunities for leading mobile-electronics aftermarket companies, OEMs and suppliers. The challenges, opportunities and solutions for SEMA members lie in how effectively these features, devices and accessories can be integrated into the vehicle. A renewed level of cooperation and collaboration between the automakers and the specialty-equipment industry can offer more value to consumers through vehicles that are designed and engineered as open platforms and systems, allowing future content, applications and upgrades to be quickly and
easily integrated.

This Vehicle Technology SuperSession emphasizes the fact that open frameworks, open innovation processes and collaboration are the way forward and the most valuable automotive applications and services may not be apparent yet. Developing accessory-friendly systems and integration capabilities that allow for future upgrades, interoperability and social utility will help ensure profitable personalization across the entire automotive and consumer electronics value chain. 


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