SEMA News—March 2012
RACING & PERFORMANCE NEW PRODUCTS
By Steve Campbell
The Ultimate Tuning Guide
More Than 650 New Racing and Performance Products
Adding a little more power, even just a horse or two, changes the relationship between a car and its driver. Suddenly, drivers become enthusiasts and their cars become “projects.” The 2011 SEMA Show featured 485 exhibitors in the Racing & Performance section, entering more than 650 new products in the Show’s Ideas Alive: New Products Showcase. In an effort to satisfy those passionate consumers, more than 16,000 buyers registered for the Show, specifically to identify the newest trends and hottest products dedicated to engine performance. The following pages represent entries from Racing & Performance exhibitors into the 2011 New Product Showcase. Along with the products shown here, we’ve interviewed industry executives to get their thoughts about the trends they perceive and, perhaps, some words of advice about what might lie ahead. You’ll see their comments and predictions as you page through the products.
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The CFR performance Chevy small-block long water pump with complete pulley, bracket and pump set is available in machined and chrome finishes. |
The HH2 hydrogen water fuel cell creates hydrogen and oxygen gases from water in a vehicle while it is operating. Safe hydrogen made separately from oxygen for mpg gains, no or low emissions, plus power. |
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The Viking springs’ ultra-lightweight, high-travel design was engineered specifically for racing and performance applications. Viking springs are made in the USA to precision tolerances from high-tensile spring steel. |
Viking Performance Inc. Viking rod ends and spherical bearings are available in a wide variety of styles, materials and dimensions. |
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Ford Mustang 5.0L twin-plate racing clutch. |
Insynerator DSL performance diesel exhaust systems feature 409 stainless-steel pipe and a polished 304 stainless-steel muffler and exhaust tip. The high-flow muffler increases performance and fuel efficiency. |
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EZ-Slider Cylinder Liners Custom performance cylinder sleeves in all materials. Manufactured in the USA and shipped within two weeks. |
Lawson Industries Inc.
Obtain maximum exhaust flow and a tuned performance sound with Rushperformance mufflers. The mandrel-bent perforated core eliminates all flow |
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ITW Global Brands The most intense shine of all tire dressings. Longest-lasting shine: eight to 10 weeks. Self-healing formula fills in small scuffs to maintain shine |
Road Magnet Performance Springs Road Magnet Lexus Ct200h performance springs provide superior handling and a more aggressive stance for the vehicle. Guaranteed to last the life of the vehicle while maintaining the smooth ride quality valued by all Lexus owners. |
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ITW Global Brands Exclusive streak-free formula – only product on the market! High gloss shine lasts 4 to 6 weeks. Just spray and go, no wiping. Cherry scented. |
Lawson Industries Inc. The QwikCat Installer Series No-Neck catalytic is designed for custom exhaust jobs. It has two inlet/outlet opening sizes that fit exhaust pipes up to 3 inches in diameter. This allows for fewer part numbers to cover more applications. Each converter features neck stops for easy installation and welding. |
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ITW Global Brands Gumout Regane auto parts cleaner/degreaser. No need for multiple cleaning and degreasing products. One can does the job and does it right. Clean parts equal better performance. |
Go Fast Bits Patented feature allows the ratio of vented air and recirculated air to be adjusted, meaning it can achieve a venting sound without ECU errors. |
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ITW Global Brands Rain-X Fusion is the next generation in wiper blades, with an aerodynamic, heavy-duty design and a synthetic-rubber squeegee that delivers superior all-weather visibility. Upgrade from traditional wipers. |
The dv+ is a direct Bosch diverter valve replacement that is capable of holding 100-plus-psi boost pressure and helps reduce turbo lag and throttle response. |
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Go Fast Bits Precision electronic control of turbo boost pressure, such as spool-up rate and closed-loop correction. As many as six individual boost levels up to 50 psi.
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Easy Performance Products LLC A high-efficiency fuel pump controller with customizable progressive pump power profiles. Fully sealed enclosure. Use engine’s MAP sensor input or integrated pressure sensor. |
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Easy Performance Products LLC Ultra-high-efficiency regulated voltage booster module. Low-power turn-on input. Simple voltage boost trigger. Selectable voltage boost levels. Effortless installation. |
Easy Performance Products LLC Program any MAF sensor with custom output calibration curves in real time. Reads frequency or voltage input and outputs with selectable multi-parameter display. |
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Easy Performance Products LLC Industry-first programmable supercharger boost controller with selectable multi-parameter display in 21/16-in. mount. Configurable first-gear power control. Transparently interfaces with ECM if required. |
Performance Bearing Billet-aluminum hubs with hubcap for Cobra Jet Mustang and Drag Pack Challenger with ceramic ball bearings. Lighter than stock; spins freer.
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Speed Dawg Shift Knobs A 21/8-in.-diameter shift knob with orange real-flame design. Graphics are subsurface and will not wear off. Includes brass threaded insert and adapters. Made in USA. |
Easy Performance Products LLC Alcohol injection controller with customizable pump power profiles and selectable multi-parameter display in 21/16-in. mount. Use engine’s MAP sensor input or integrated pressure sensor. |
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Speed Dawg Shift Knobs A 21/8-in.-diameter shift knob with three racing stripes and shift pattern. Several colors available. Subsurface graphics will not wear off. Optional 12V momentary switch. Made in USA. |
Easy Performance Products LLC Ultra-bright, programmable shift light with audible shift alarm and selectable multi-parameter display in 21/16-in. mount. Programmable RPM window switch with TPS activation. |
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Economic changes have forced companies to improve their business practices. We’ve focused on projects that we believe will succeed. You have to increase inventory turns, pay attention to your profit margin and only take on projects or products that have a solid plan behind them. Technology from racing is pushing forward rapidly. In years past, racing innovation ran wild in an outlaw-type environment. Some areas of professional racing innovation have been stifled from sanctioning-body rules that pushed toward more common spec engines and the subsequent consolidation of racing teams. But while racing innovation may have slowed a little while the economy faltered, it seems to be back to full steam. On the new-truck side, production and sales have slowed, which means the residual value of used trucks is higher than we’ve seen in decades. This longer holding period for trucks may slow parts sales to new trucks but might bolster parts sales for older trucks. We are living in a world where value wins and service is expected. Excellent service and delivering value are critically important. We’re investing heavily in finding ways to improve; that is our competitive plan.
—Brian Reese |
Custom tuning for bolt-on modifications is the current trend in the street-performance category, specifically for late-model, computer-controlled vehicles. For light-truck owners, the sought-after products are those that have options for fuel economy and performance, such as air intakes, exhaust and tuners, and the market for diesel particulate filter delete exhaust and tuning is also growing tremendously as more diesel trucks are sold. Still, retailers must be aware of state and local emissions laws. The U.S. Environmental Protection Agency (EPA) and California Air Resources Board (CARB) are increasing enforcement activities related to aftermarket parts. Make sure the street-performance products you sell are emissions legal, and put together packages with parts that are complementary. There are advantages to pricing a “package” deal that can allow you to be price competitive and make more profit. Stick with parts manufacturers that have been around for a while and that invest in product testing. Some of the new companies entering the market have great products, but others are copycats or are cutting corners to be first or cheapest to market.Beware of selling or installing parts on a customer’s car that are inferior in quality and design. As a retailer, it’s your reputation on the line.
—Chris Crecelius |
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Diamond Eye Performance Diamond Eye Performance stack clamps are CNC-machined from billet aluminum and are designed to support and secure exhaust stacks to the truck bed. |
Haltech Engine Management Systems Plug-in fully programmable engine management system for Nissan’s Z33 350Z. This ECU allows full control of fuel injection, ignition timing, boost, electronic throttle and all other engine parameters. |
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Haltech Engine Management Systems Standalone, twin-channel, drive-by-wire throttle controller. Allows full programmability of electronic drive-by-wire single and twin throttles. |
Trufiber 2010-up Mustang carbon-fiber hood grille insert. Trufiber Trucarbon says that this will make a stock hood stand out in the crowd. It fits 2010-up GT500 Mustangs. Clear-coat finish protects from UV. Stainless mesh grille embedded and installation is easy. |
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A fully programmable ECU for the Hyundai Genesis 2.0 Turbo. ECU allows full control of fuel, ignition, boost, electronic throttle and all other engine parameters |
Specialty Products Co. This set of adjustable upper control arms will allow ±1.5° camber and/or caster change on a wide range of newer Audi and VW models. These arms directly replace factory fixed-length arms. |
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Specialty Products Co. Correct camber up to ±1.5 degrees on the Lexus IS with this adjustable ball joint. Press the OE ball joint out of the upper control arm; press in the kit’s receiver plate; install the adjustable ball joint; dial in your camber. |
 K&P Engineering Reusable Diesel Pickup High-Performance Oil Filter 303-507-4540 www.kandpengineering.com PN: S53 Up to seven times more oil flow; reduces bypass operation; reduces oil pump drag; faster oil pressure; inspects filter for contaminants in seconds; cleanable and reuseable.
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Specialty Products Co. Bring camber back into spec and add positive caster for improved tracking on lifted or stock GMT800- and GMT900-based Chevy/GMC heavy-duty trucks or SUVs (with eight-lug wheels). |
Specialty Products Co.
GM Second-Gen F-Body Front Adjustable Upper and Lower Control Arms 800-525-6505 www.spcalignment.com PN: 94340 Adjustable upper and innovative lower control arms are perfect for fine-tuning alignment angle for popular GM musclecars. Great for Pro Touring. |
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Specialty Products Co. Van/pickup/sport-utility product. Replaces missing or deteriorating OE leaf spring isolator pads and stops the clunk when leaf-spring-equipped trucks go over bumps, railroad tracks and curbs. |
Easy to install and adjust, this arm is perfect for standard alignment issues as well as special suspension tuning problems that occur when lowering these vehicles for performance or appearance. |
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Palmer Performance Engineering DashCommand Tablet and smartphone app delivering virtual dashboards, fuel economy, hp, torque, trip computer, inclinometer, skidpad, data logging, trouble codes, clear check engine light and more. |
Palmer Performance Engineering DashCommand Tablet and smartphone app delivering virtual dashboards, fuel economy, hp, torque, trip computer, inclinometer, skidpad, data logging, trouble codes, clear check engine light and more. Now compatible with the Pioneer AppRadio. |
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EFILive Ltd. FlashScan V2: The first PC-based data scanning and custom tuning software for Dodge Cummins. No stacking, no fooling, no limits. Hundreds of tuning parameters—fuel, rpm, mpg, driveability. |
Keystone Automotive Operations Inc. This 6-in. universal step bar from Trail FX is strong and durable yet lightweight, with a slip-resistant step pad. Comes in multiple colors. |
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BD Diesel Performance Helps correct negative caster angles on Ford ’05–’10 Super Duty pickups caused by suspension alterations such as lift kits, leveling kits and oversize tires. |
Fidanza Engineering Corp. Precision-crafted, high-performance, 304 stainless-steel short-throw shifter for ’11+ Mustang GT 5.0. |
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Fidanza Engineering Corp. High-performance clutch kits designed for performance street or racing. Designed for ultimate drivability and performance or high-power builds used on the street or track. Complete with pressure plate, disc, release bearing and alignment tool. |
BD Diesel Performance Replacement links for ’00–’09 Dodge 2500/3500 pickups that have dual pivot design, allowing for a greater amount of articulation to prevent breakage and premature wear. |
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BD Diesel Performance Duramax Variable Vane Brake 800-887-5030 www.dieselperformance.com Utilizes the variable-vane turbocharger design used in ’04.5–up Duramax engines to electronically close off the vanes to create up to 130 retarding hp. Helps maintain speeds on descents and curves. Easily installs by plugging into existing factory port. |
Stainless-steel short-throw shifter for ’10+ Camaro SS. Sealed cartridge bearings. Performance and durability. Silicone damper reduces vibration and noise. Instructions included for a pain-free installation. 304 stainless steel. Super-smooth, effortless shifting.
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BD Diesel Performance Dodge 48RE Transmission Pressure Enhancer 800-887-5030 www.dieselperformance.com Prevents potential torque converter shudder and clutch slippage on ’04.5–’07 Dodge 5.9L diesels with 48RE transmissions by mimicking higher throttle positions to increase mainline pressure. |
Whiteline Automotive Whiteline tubular strut tower braces reduce chassis flex while improving traction in turns, increasing turn-in response and reducing understeer. |
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Whiteline Automotive Low-compliance synthetic elastomer bushings replace OE differential mount bushings to reduce initial torque loss and movement through rear differential mounts during acceleration and deceleration.
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Black DRL LED projector headlights for the ’08–’12 Chevy Cruze. These projector headlights are designed to improve looks and visibility for the vehicle and are 100% DOT-/SAE-approved and 100% street legal.
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More and more consumers are finding the information they need online versus the old standard speed shop with a giant catalog rack. Online forums let peers discuss different build types and different vehicle modifications in a format that is incredibly intuitive, and people love to argue their point regardless of whether they know the right way to go about things. Consumers are making brand choices based more on word-of-mouth recommendations and less on sales pitches from a counterperson; that is something both manufacturers and retailers should be mindful of when discussing strategies to promote their products. The World Wide Web presents plenty of opportunities for parts retailers to gain respect from consumers, but it has also made it difficult for many performance parts retailers to make money, since online shopping has a tendency to devalue products and services that were once highly profitable. There is nothing more important in today’s marketplace than knowing your facts and keeping them straight. If there are inconsistencies in how you advertise a product versus what it actually does or make claims that stretch the truth, you will inevitably be called on it. To stay competitive in today’s world, credibility is the key to success.
—Dan Dolan |
I am excited to see hot rodding going back to its roots and many young people learning to do things themselves rather than paying a shop to do it. The expansion of nostalgia drag racing has also fueled a resurgence in Gasser-style hot rods, which adds a new element to things. But I believe the single biggest change in racing this year will be NASCAR moving to fuel injection. In street performance, the development of computerized fuel-injection systems and software has made induction a whole new world for many. The do-it-yourself fuel injection systems that have hit the market in the past 12 months or so are the “main event” for me. At the same time, there are many young folks who simply do not understand carburetion and the fun of learning to tune by ear. I would also like all parts retailers to take a good, hard look at American-made products that create jobs and taxes in this country. There is a lot to be said for old-fashioned quality, warranty, customer service and those who support our local economy and communities. We sometimes do not do a good job of exposing those facts and the benefits that they bring.
—Vic Wood |
CFR Performance
HH2-HydroLectric Power LLC/HH2 Energy Inc.
Viking Performance Inc. 
Exedy Globalparts Corp. 
Lawson Industries Inc. 
Go Fast Bits 
Specialty Products Co. 
Fidanza Engineering Corp. 
Spyder Auto 
