Industry Veteran Jon Wyly to Lead SEMA Product Data Service


Media Contact:
Della Domingo,
SEMA 909/978-6723

For a high-res image of Jon Wyly, visit or contact Della Domingo,



BAR, Calif. (Mar. 7, 2012)
- Bringing 30 years
of specialty parts aftermarket experience to the table, Jon Wyly has been hired
to launch and manage the new SEMA Data Cooperative.

"We are pleased and excited to have Jon
taking the lead as we roll out this key industry initiative," said SEMA
President and CEO Chris Kersting.

"Jon brings a unique mix to the table,
combining broad experience in the specialty parts arena with exceptional
insight when it comes to data management applications that will be needed in
the future.

"The SEMA Data Co-op will create order from
chaos in the world of digital product information," Kersting continued. "No one
understands better than Jon that sales today are driven by complete, accurate and
standardized product data, available from a single, affordable and easily
accessible source. That makes him the
ideal person to bring the SEMA Data Co-op to life; we couldn't be more thrilled
to have him on board."

Wyly's career spans 30 years and has
included key roles in sales, marketing, e-commerce, business technology and
data management. A lifelong automotive
enthusiast, he is well known to the specialty parts industry, having co-founded
the SEMA Business Technology Committee and having served 6 years on the SEMA
Board of Directors. His background
includes 25 years at Arrow Speed Warehouse, ending as Executive Vice President,
and more recently as VP of e-Commerce at Keystone Automotive Operations, Inc. He was named SEMA
Person of the Year in 2005.

"While I have enjoyed operating in the WD
and e-commerce arenas of the specialty parts aftermarket for over 30 years
now," Wyly noted, "the opportunity to point my efforts and experience toward
building the SEMA Data Co-op was simply too exciting to pass up."

Wyly's immediate priorities will include
launching a "beta" phase of the Data Co-op, which will precede a full-scale
rollout. The SEMA Board of Directors has
identified the Data Co-op as a critical strategic issue, and has authorized
funding to support the infrastructure necessary to accommodate the system.

"Our ability to get information about the industry's products to more data users-more
WDs, more jobber-retailers, more auto parts stores-is the key to expanding our
total market," said Kersting. "Better
data means more sales. You've got to have clean, standardized product
information easily available to the channel partners."

SEMA is also collaborating with leading
aftermarket associations on data standards, and with the hard-parts industry's
OptiCat data repository, so that complete product information for both
specialty and hard parts can be accessed from either system.

A limited-scale "alpha" test of the Data Co-op
initiated in 2011 yielded conclusive proof-of-concept validation. In the "beta" phase, which launches in April
of 2012, as many as 50 manufacturers and 20 WDs and retailers will have the
opportunity to participate. The arrival of Wyly brings full-time, technically-adept,
industry-savvy leadership to the project.

"I am at a stage in my career where I would
like to give back to the industry in a meaningful way,"
said Wyly. "It is my privilege to lead
this important new initiative to help SEMA Members succeed."

Jon Wyly is available at

About SEMA
SEMA, the
Specialty Equipment Market Association founded in 1963, represents the $27.9
billion specialty automotive industry of 6,383 member-companies. It is the
authoritative source for research, data, trends and market growth information
for the specialty auto parts industry. The industry provides appearance,
performance, comfort, convenience and technology products for passenger and
recreational vehicles. For more information, contact SEMA at 1575 S. Valley
Vista Dr., Diamond Bar, CA 91765, tel: 909/396-0289, or visit or


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