SEMA News—June 2012
Hot Rod Products and Trends
Musclecars Top the List, but Products Abound for Every Niche
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The product listings on the following pages run the gamut from powertrain and drivetrain hard parts to interior and exterior accessories, but their common bond is that they were all featured in the hot rod category of the New Products Showcase at the 2011 SEMA Show. We’ve also interspersed observations about current trends from officers at leading companies involved in the hot rod industry, as well as from young executives who are closely connected to their enthusiast segments.
These products and comments provide illuminating insights into where the hot rod industry is going, and it is indeed an encouraging panorama.
| View more than 150 HotRod Products and expert testimonials debuted at the 2011 SEMA Show. |
| Scorpio custom-made emblem that was designed in a Porsche-style script. CNC machined and powdercoated with a polished tip. | BedWood EZ Rub fortified penetrating oil finish effectively protects the wood surface from mold, mildew and harmful UV rays while maintaining a natural appearance. | |
| AutoTrader Classics This customizable web-based multimedia publication is compatible with desktop, laptop, iPad and other tablet computers. This is not an app, and there is nothing to install. Content is easily changed to suit different publication subjects. Fully browser based. | Bed Wood & Parts LLC BedWood EZ Rub fortified penetrating oil finish effectively protects the wood surface from mold, mildew and harmful UV rays while maintaining a natural appearance. | |
| Beam’s Seatbelts Improved comfort, reduced fatigue and cost effective. Tri-Lock seatbelt system works like a normal, everyday seatbelt but switches to full-cinching mode on demand. | Chassis Tech Full crossmember kit increases ground clearance by 3 inches and narrows track width by 3 inches. Allows the truck to lay frame up to a 33-inch-tall tire. | |
| Billet Specialties Inc. Streamline Air Cleaner Precision-machined billet aluminum top with a 3-D machined wing nut and single raised rib to complement any exterior trim. Available in 14-inch round, large oval and small oval. Finishes include full polished and black with a polished trim strip. Stainless hardware also included. Includes a quality air filter and will fit most four-barrel carburetors. Made in the USA. | Billet Specialties Inc. Hinges feature precision 3D machining and look great at any angle. Made with stainless hardware and precision bearings, ensuring smooth operation. Available in raw machined, black anodized or full polished finishes. The gas springs are available in polished stainless and black. Made in the USA. | |
| Billet Specialties Inc. Taillight bezels are precision-machined from billet aluminum for a high-tech look. Not your ordinary cookie-cutter machining. Thousands of tool paths blend hard edges into fluid style. Traditional slotted and segmented tri-panel styles with a choice of polished finish or black anodized. Made in the USA. | Steele Rubber Products Inc. 73–’74 Ford Galaxie Roofrail Seals Molded end with correct extrusion shape and length. Fits ’73–’74 Ford Galaxie 500, LTD and LTD Brougham two-door hardtops. | |
| One of Ford’s iconic automobiles, the 1940 Ford five-window coupe body is now reproduced completely in steel. | Billet Specialties Inc. Streamline Valve Covers Precision-machined billet single raised rib on a die-cast aluminum valve cover complements any exterior trim. Small-block and big-block Chevrolet applications. Available finishes include black powdercoat with a polished trim strip and U-Finish valve cover with a polished trim strip. Includes stainless hardware and baffles. Made in the USA. | |
| Chassis Tech IFS crossmember kit with rack-and-pinion steering and disc brakes. Available with airbags, airshocks or coil-overs. | Chassis Tech ’49–’54 GM Car Mustang II Duece IFS crossmember kit with rack-and-pinion steering and disc brakes. Available with airbags, airshocks or coil-overs. | |
 The street rod market has stayed remarkably stable but is still on a slight glide path downward because core enthusiasts are aging and are planning or have built their last cars. In addition, some street rodders have found the later-model ‘50s and ‘60s cars easier and cheaper to build and are gravitating toward them. The musclecar market in general is doing great. The trend continues toward nicely modified cars that incorporate conservative but effective performance improvements. People want late-model drivetrains, upgraded suspensions, air conditioning, stereo, power windows—all the luxuries of any new car. Many manufacturers cut staff and inventory in reaction to general economic conditions. Now that sales activity is trending upward at an increasing rate, there will be component shortages. Some handle that situation better than others. Embracing the increasingly popular digital media is an area that many older business people resist, but not doing so will ensure being left in the dust by competitors. Social media, website advertising and e-mail communication simply must be embraced to remain healthy. All the effort in talking, teaching, promotion and development can now be realized if parts dealers continue to talk, teach, promote and develop. Real hot rodders don’t forget who continues to help their cause! —Bret Voelkel |  There is growing interest in derivatives such as Buick, Olds and Mercury in response to the rising price of mainstream project cars, as well as a desire to build something different. In street rods, the ‘32 Ford is still strong with the repro bodies, but titling is critical. Perhaps more chassis manufacturers should look into becoming certified with federal and state Departments of Transportation, as we have, in order to provide legal Manufacturers Statements of Origin with their chassis. In the custom market, more roadworthy chassis and modern drivetrains are all the rage, with colors and styles that respect the past without slavishly recreating an era that had its downsides in terms of real-world drivability. The street cruise cars (‘55 and up Buick, Caddy, Olds) are gaining momentum. That is where I am currently spending most of my R&D, and it is paying off. Retailers should watch for changes and trends and do something that sets them apart from the crowd. As far as builders, you cannot get by having a shop full of unfinished vehicles stalled for lack of progress and/or money. Stop spending money you haven’t earned yet, and be productive enough so that the customer can afford to see the job through financially. —Brent Vandervort | |
| Airride fifth-wheel towing hitch. | Now available through “Chevs of the 40s.” | |
| Chassisworks/VariShock Chassisworks billet-aluminum motor mount and tubular transmission crossmember sets for ’64–’72 Chevelles (A-Body), ’67–’69 Camaros (F-Body) and ’68–’74 Novas (X-Body). | Cherry Bomb Collectors and mufflers are available in various sizes up to 5 inches and as a welded assembly, or individually. | |
| Classic Instruments Inc. This direct-fit gauge package will fit any ’70–’72 Chevelle, Monte Carlo or El Camino that has a factory-style SS dash. | Classic Auto Air ’69–‘70 Mustang Perfect Fit Elite air-conditioning system. Faster installation; easier wiring; bolt-in design, no need for connecting electrics; never obsolete. Add features as they are released. Better adjustability over air temp and air placement. | |
| Reproduction ’69–’70 Mustang factory air vents. Gives the ability to replace old vents. Add factory vents to heater-only vehicles for factory look. | Cherry Bomb Traditionally styled for hot rod owners who desire the ’50s-era look and sound. | |
| Classic Instruments Inc. The V8 Speedster series instruments are available in a six-gauge set, including speedometer, tachometer, fuel, temperature, volt and oil gauges. | Classic Instruments Inc. Red Steelie Series 800-575-0461 www.classicinstruments.com PN: V8RS01SHC The Red Steelie series are traditionally styled instruments available in a six-gauge set, including speedometer, tachometer, fuel, temperature, volt and oil gauges. | |
| Classic Instruments Inc. The floatless fuel sender unit uses a pressure transducer to measure the amount of fuel in a tank. Easy to calibrate; hardware included. | Dakota Digital BIM expansion modules allow for a nearly unlimited amount of additional information to be added to VFD3 or VHX instrument systems. | |
| Cornhusker Sign & Cornhusker Sign is pleased to announce its expanded line of General Motors-licensed nostalgic neon signage. Visit www.cornhuskersign.com for many more sizes/styles/logos. Made in USA. | Winner—Best New Street-Rod/Custom-Car Product Sky Drive is said to be the most accurate speedometer sending unit. Using GPS satellite technology, it programs with the touch of a button in seconds from the garage. | |
| You control the service aspect, but no amount of exemplary customer service will make up for becoming known as a purveyor of cheap junk that doesn’t work as advertised. Be a supplier of quality, name-brand parts. Quality service and parts will gain you long-term repeat customers—and more dollars in the long run. The biggest hurdle in the next few years will be legislation. If we as an industry are not vigilant about keeping up with legislation—supporting pro-hobbyist legislation and voicing our concerns about legislation that will negatively impact us—we could be legislated right out of business. We need to make our lawmakers understand the importance of our industry and the jobs and revenues it creates. If we’re not careful, the hobby of hot rodding could potentially become illegal. Join the SEMA political action committee, because its staff cannot communicate with you on legislative issues if you don’t. And join the SEMA Action Network. Get (or continue to be) involved. —S. Kellie Colf | While picture-perfect show cars will always be of interest, today’s builders are focused on cars that can be driven. The opportunities to see musclecars and hot rods on the track are expanding with the increased popularity of autocross and Pro Touring events. Enthusiasts can now build vintage musclecars that will develop better skidpad, slalom and road-course handling numbers than a new 2012 Camaro or Mustang. Cars change as the hobby’s demographics change, and musclecars are popular for a variety of age groups. New-car shapes are generally boring compared to musclecars, so a younger enthusiast can drive a cool-looking ride that offers handling and performance they can relate to. Whenever performance becomes fashionable, though, knock-offs and copycats spring up. Retailers may be able to make a quick sale with a cheap copy, but they’ll suffer for it later when the customer has problems. Everyone in the industry now also understands the importance of social media, but many smaller shops may lack the manpower to post regular updates or product information. Don’t be afraid to ask your suppliers and parts companies for content! Hotchkis offers new content every month, and we’re happy to share it with our customers. —John Hotchkis | |
| Dakota Digital Inc. SEMA award-winning VHX instrument systems are now available for ’47–’87 Chevy trucks. Combination of digitally controlled analog instrumentation and digital message centers; direct fit. | Eddie Motorsports Eddie Motorsports’ CNC-machined billet-aluminum hood hinges for 1962 Impalas offer the ultimate in engine-bay customizing and directly replace inferior stock stamped-steel hinges. | |
| Flaming River Industries Inc. Flaming River’s new collapsible tilt key steering columns are modeled after the popular OEM musclecar design and include tilt and an integrated ignition key built directly into the column at the three o’clock position. | Flaming River Industries Inc. Power rack-and-pinion cradle system designed to convert the ’63–’68 Corvette to power rack-and-pinion steering. This kit bolts into the original mounting locations with no drilling, welding or cutting required. | |
| Eddie Motorsports Eddie Motorsports’ billet-aluminum SS hood vents for ’67–’69 Camaros are an attractive complement to a custom car. They include an aluminum mesh insert. | Flaming River Industries Inc. This heavy-duty 12V battery switch ties into the vehicle’s ignition to control and operate the vehicle’s battery system. When the ignition is turned to the off position, the battery is automatically disengaged and becomes non-operational. | |
| Dakota Digital Inc. SEMA award-winning VHX instrument systems are now available for ’66–’77 Ford Broncos. Combination of digitally controlled analog instrumentation and digital message centers; direct fit. | Dynacorn International Inc. Heavy-duty replacement hood hinges for ’65–’66 Mustangs, ’63–’65 Fairlanes, ’64–’65 Falcons and ’64–’65 Comets. Original look with thicker modern steel and upgraded rivets. | |
| Flaming River Industries Inc. Custom-designed power rack and pinion designed for road racing. Quick-ratio 2.27 inches per rev of pinion. Adjustable positive-lock rack gear will not back away from pinion. Customizable travel. Made in the USA. | Vintage Air Inc. Fully electronic, bolt-in climate-control system featuring separate coils and a temperature blend door to deliver instant “just right” comfort in any weather. The ’64–’72 kits convert factory control panel to fly-by-wire operation, and the ’73–’87 kits include new slide-lever control panel. | |
| Musclecars are clearly on the rise, but we have seen an increase in the hot rod/street rod business as well, and it is still strong. Safety and quality parts are clearly on everyone’s minds in street rods, and I see nostalgia being a very strong player. In musclecars, folks want drivability and reliability so that their musclecars perform like their everyday cars. The ’50s and ’60s vehicles are on the rise. Folks have their kids out of school and have a little extra cash. Their retirement plans are not what they used to be, and folks want to have fun with the era they remember. Parts dealers should embrace customer service. Be careful of cheap knock-off parts and do your homework. There are tons of opportunities in our industry, so do what you are passionate about with all your heart and treat folks like you want to be treated. And do not forget to have fun! This industry is full of wonderful people doing what they love to do. Find out what trips your trigger and join in. Just be honest with yourself and others. Work hard, and you will be amazed at the opportunities that will come. —Johnny McLeod | The line between musclecars and street cars has become blurred. Our customers want a musclecar to perform like a musclecar yet handle, ride and be comfortable like a newer car. Customers want to enjoy modern conveniences and performance in their musclecars. We also are seeing many customers who want better sound deadening. The majority of our clients are baby boomers whose children are grown. Our client builds start out with a base car or truck that has special meaning to the person. Then we customize based on their personality, lifestyle and priorities. We also work with many customers who want a finished product that is unlike anyone else’s. Our customers are willing to pay more for American-made products, so we provide quality parts at a reasonable price. We track our builds on our FaceBook page. We take hundreds of photos of each build, not only so that clients can see where the project is in the process, but also so they can see the quality of work that we do. Our clients love it. They keep track of their projects and also send their friends and family to see them. Their rides are getting attention before they even hit the road. —Tim Hutchinson | |
| United Pacific Industries Inc. 1932 Ford Five-Window Coupe Floor 866-327-5288 www.uapac.com PN: B20019 Complete steel floor assembly for 1932 Ford five-window coupe. All components die stamped exactly as original. Floor assembly is jig welded to meet exact original dimensional specifications. Black EDP coating for maximum corrosion protection. | Billet Specialties Inc. Billet Shifter Boot Ring 877-240-4187 www.billetspecialties.com PN: 279310 New shifter boot ring takes style to the next level. Machined from billet aluminum with neo-mechanical cog styling, the shifter boot ring brings the interior details together. Includes stainless hardware and is available in two finish options: black anodized or polished. Fits leather or rubber shift boots. Made in the USA. | |
| United Pacific Industries Inc. ’70–’73 Camaro LED taillamp lens. Complete new lens with 30 LEDs embedded, including original-style polished stainless-steel lens trim. Simply installs in place of original lens and plugs into original taillamp socket. Lifetime warranty. | U.S. Radiator Corp. ’65–’66 Mustang four-row radiator with OE-style top tank. Better cooling over original three-row radiator. Available in Standard Automotive, High Efficiency and Optima cores. | |
| Flaming River Industries Inc. This new telescoping design enables 1 inch of column adjustability by simply moving the steering wheel toward or away from the driver. Styled after the early Corvette column. Spring-loaded design utilizes a billet lever. Made in the USA. | HAL Development Co. New take on sparkplug wiring looms. These new looms are not only decorative but also protect the wires by reflecting excessive engine heat. | |
| HAL Development Co. Chrome and stainless electric choke cover and wire routing kit. This kit contains all of the components necessary to clean up the appearance of an electric choke. | Lokar Performance Products Billet-aluminum boot bezels and boots are designed to conceal the entire shifter lever, giving the interior a high-tech appearance. | |
| ididit Inc. This ’67–’75 Camaro tilt column has eight-position tilt. The GM top shaft fits the OE steering wheel. This column has year-specific wiring plug, ignition and collapsible features. | ididit Inc. Steering column designed for the hot rod builder looking for the “old school” look. One length can be cut to fit. Priced right; 100% American made. | |
| Grex Airbrush Universal water-based fluid acrylic color system engineered for superior atomization and trouble-free spraying. Precision made; premium light-fast pigments; hybridized non-toxic acrylics; compatible with solvent-based clears. | Hemmings Motor News Classic Vehicle The Classic Vehicle Certification program is a comprehensive solution for buyers and sellers of classic vehicles. Sellers receive a marketing program and increased value for their cars. Buyers receive peace of mind from the 50-point inspection performed by an ASE-certified technician, a roadside assistance program and a limited powertrain warranty. | |
| Grex Airbrush Grex tritium airbrush: precision and detail of an airbrush with the control of a spray gun; the easiest and most comfortable-to-use airbrush. | Kindig-It Design Kindig-It’s patented smooth custom door handles, available in chrome or bare metal, are hand crafted with universal applications and a fantastic custom look. | |
| Lokar Performance Products Replaces original brake and clutch pedal arms. Billet-aluminum construction; bronze pivot bushing for extended wear. Pads included. Available for Kugel Komponents and GM applications. | Lokar Performance Products Lokar partners with world leader Wlliams Controls in developing first programmable electronic drive-by-wire throttle pedal for the automotive aftermarket. GM, Ford and Mopar applications. | |
| RideTech (Air Ride Technologies Inc.) This newest addition to the RideTech shock line goes beyond the typical double adjustable units. The TA shock has a single rebound adjustment and a dual-stage (high speed and low speed) compression adjustment for the utmost in performance. | Lokar Performance Products Lokar Chrome 16-Inch “Bench Bend” Automatic Transmission Shifter Lever Lokar automatic transmission shifter lever with 16-inch “Bench Bend” for bench seat clearance works on all Lokar shifters and with all Lokar knobs and adapters. | |
| Mac’s Custom Tie Downs Chassis Stabilizer Mac’s chassis stabilizer keeps the vehicle from bouncing while in the trailer. Square or round shapes. Proudly made in the USA from top-quality materials. | Runner-Up—Best New Interior Accessory Product Lokar Performance Products Direct bolt-on billet-aluminum windowed shifter levers. These levers fit Tremec TKO manual transmissions with the standard two-bolt flange. | |
| Mac’s Custom Tie Downs Mac’s Pivot makes removing and installing engines a breeze with 35 degrees of fine articulation. Fits most carbureted intakes; adapters available. Made in USA. | Mastershift Incorporates a unique, patent-pending dual pivot, allowing short forward and backward motions while maintaining factory neutral swing. Find gates with lightning-fast shifts. | |
| Customers continue to demand turnkey performance solutions that are easy to install and don’t sacrifice modern comforts and fuel economy, pushing manufacturers such as Comp Cams to build better packages that incorporate the latest engineering advancements. Today’s versions of iconic musclecars have helped rekindle the love affair with musclecars for a whole new generation. Many retailers fall into the trap of thinking that price-point products are the secret to navigating tough economic climates, but the real solution is actually the opposite. Customers want to know that they are buying top-quality products from a reputable company that will be here to support them today and tomorrow. Automobiles are still cool to today’s youth, but the competition for visibility is stiff; we have to get savvier as an industry about how to compete for attention. The vehicle manufacturers are probably best equipped to make a significant impact in this area, but recent political and economic pressures have made them reluctant to go down this road. Times are changing, and we must all be willing to adapt. If you are not evolving your business, processes and products, you are about to lose to somebody who will. —Chris Douglas | Rat rods are still pretty big, but the machining and custom work on street rods is also starting to stand out more. People dream of high-end cars but really can’t build them unless they have a machining and engineering background. On the other hand, people see those cars at shows, and the parts that were fabricated for them come into production. The market is starting to come back around. A lot of people who want nicer things are coming into our shop. If retailers keep putting out good-quality products, they will keep selling them. Unfortunately, a lot of retailers carry below-par products that unsuspecting people unfortunately buy. Then they come into my shop and have to have those parts reworked or fixed. I see a lot of that on my end. We base our company on treating the customer right and giving people good honest work. Provide great workmanship and keep prices friendly. That will keep the hot rod world growing. —Larry Gibson |
Billet Badges
Bed Wood & Parts LLC
Bob Drake Reproductions Inc. 
Chassis Tech 
Chassis Tech 
Classic Auto Air 
Embrace quality parts and guard against cheap knock-offs. There are only two things you can be known for: the quality of your service and the quality of your parts. 
Right now, complete, custom musclecars are the most significant trend. | View more than 150 HotRod Products and expert testimonials debuted at the 2011 SEMA Show. |
