SEMA Board Launches Unprecedented Member Outreach
Thu, 09/15/2011 - 09:07
All SEMA members should be aware that the SEMA Board recently approved a motion to decrease the size of the Board of Directors. This initiative reflects their consensus that a smaller Board would improve the quality of discussion, and reduce cost.

The current SEMA board meetings total 26 individuals. A smaller group would be able to have more productive discussions, see each other eye-to-eye, be prepared and be accountable. Board members in a smaller group setting are often more comfortable stating what they believe or know, voicing an “unpopular” point of view and asking questions. The result is higher quality input, analysis and better board decisions and guidance.

In addition, it is more costly to maintain and cover the travel for a board of 26. The association spends more money to maintain a board size which creates more drawbacks than advantages.

To enact the board’s recommendation, the SEMA bylaws require a vote and approval by SEMA members.

Earlier this week, designated primary contacts for each member company were contacted about this important initiative via e-mail. Each primary contact was issued a log-in number that will allow them to cast a vote electronically on behalf of their company.  Only the primary contact for each member company can cast a vote on behalf of a member company. Primary contacts who did not receive a log-in number by e-mail may contact Arlene Wood at 909/978-6689, or via e-mail at ArleneW@sema.org. 

SEMA Board leadership is urging all SEMA member companies to promptly register their vote on this important matter, so the SEMA Board can be effective as they sort through the difficult decisions needed to lead our industry into the future.

For a more complete review of the arguments for and against the proposal, members may visit www.sema.org/voteNOW/faq.
SEMA Board Launches Unprecedented Member Outreach
Thu, 09/15/2011 - 09:07
All SEMA members should be aware that the SEMA Board recently approved a motion to decrease the size of the Board of Directors. This initiative reflects their consensus that a smaller Board would improve the quality of discussion, and reduce cost.

The current SEMA board meetings total 26 individuals. A smaller group would be able to have more productive discussions, see each other eye-to-eye, be prepared and be accountable. Board members in a smaller group setting are often more comfortable stating what they believe or know, voicing an “unpopular” point of view and asking questions. The result is higher quality input, analysis and better board decisions and guidance.

In addition, it is more costly to maintain and cover the travel for a board of 26. The association spends more money to maintain a board size which creates more drawbacks than advantages.

To enact the board’s recommendation, the SEMA bylaws require a vote and approval by SEMA members.

Earlier this week, designated primary contacts for each member company were contacted about this important initiative via e-mail. Each primary contact was issued a log-in number that will allow them to cast a vote electronically on behalf of their company.  Only the primary contact for each member company can cast a vote on behalf of a member company. Primary contacts who did not receive a log-in number by e-mail may contact Arlene Wood at 909/978-6689, or via e-mail at ArleneW@sema.org. 

SEMA Board leadership is urging all SEMA member companies to promptly register their vote on this important matter, so the SEMA Board can be effective as they sort through the difficult decisions needed to lead our industry into the future.

For a more complete review of the arguments for and against the proposal, members may visit www.sema.org/voteNOW/faq.
SEMA Board Launches Unprecedented Member Outreach
Thu, 09/15/2011 - 09:07
All SEMA members should be aware that the SEMA Board recently approved a motion to decrease the size of the Board of Directors. This initiative reflects their consensus that a smaller Board would improve the quality of discussion, and reduce cost.

The current SEMA board meetings total 26 individuals. A smaller group would be able to have more productive discussions, see each other eye-to-eye, be prepared and be accountable. Board members in a smaller group setting are often more comfortable stating what they believe or know, voicing an “unpopular” point of view and asking questions. The result is higher quality input, analysis and better board decisions and guidance.

In addition, it is more costly to maintain and cover the travel for a board of 26. The association spends more money to maintain a board size which creates more drawbacks than advantages.

To enact the board’s recommendation, the SEMA bylaws require a vote and approval by SEMA members.

Earlier this week, designated primary contacts for each member company were contacted about this important initiative via e-mail. Each primary contact was issued a log-in number that will allow them to cast a vote electronically on behalf of their company.  Only the primary contact for each member company can cast a vote on behalf of a member company. Primary contacts who did not receive a log-in number by e-mail may contact Arlene Wood at 909/978-6689, or via e-mail at ArleneW@sema.org. 

SEMA Board leadership is urging all SEMA member companies to promptly register their vote on this important matter, so the SEMA Board can be effective as they sort through the difficult decisions needed to lead our industry into the future.

For a more complete review of the arguments for and against the proposal, members may visit www.sema.org/voteNOW/faq.
SEMA Board Launches Unprecedented Member Outreach
Thu, 09/15/2011 - 09:07
All SEMA members should be aware that the SEMA Board recently approved a motion to decrease the size of the Board of Directors. This initiative reflects their consensus that a smaller Board would improve the quality of discussion, and reduce cost.

The current SEMA board meetings total 26 individuals. A smaller group would be able to have more productive discussions, see each other eye-to-eye, be prepared and be accountable. Board members in a smaller group setting are often more comfortable stating what they believe or know, voicing an “unpopular” point of view and asking questions. The result is higher quality input, analysis and better board decisions and guidance.

In addition, it is more costly to maintain and cover the travel for a board of 26. The association spends more money to maintain a board size which creates more drawbacks than advantages.

To enact the board’s recommendation, the SEMA bylaws require a vote and approval by SEMA members.

Earlier this week, designated primary contacts for each member company were contacted about this important initiative via e-mail. Each primary contact was issued a log-in number that will allow them to cast a vote electronically on behalf of their company.  Only the primary contact for each member company can cast a vote on behalf of a member company. Primary contacts who did not receive a log-in number by e-mail may contact Arlene Wood at 909/978-6689, or via e-mail at ArleneW@sema.org. 

SEMA Board leadership is urging all SEMA member companies to promptly register their vote on this important matter, so the SEMA Board can be effective as they sort through the difficult decisions needed to lead our industry into the future.

For a more complete review of the arguments for and against the proposal, members may visit www.sema.org/voteNOW/faq.
New Vehicle Technology Center to Debut at the SEMA Show
Thu, 09/15/2011 - 08:22

SEMA News—September 2011

New Vehicle Technology Center to Debut at the SEMA Show

Campus Will House Seminars, Interactive Displays and Simulations

  From suspension to powertrains and from safety to infotainment, technology is the future of the automobile.
A significantly expanded vehicle technology program will be revealed through the advanced SEMA Vehicle Technology Center (VTC) platform, theater and exhibit in the upper South Hall of the Las Vegas Convention Center at the 2011 SEMA Show. The VTC will showcase SEMA solutions with educational seminars as well as technology simulations and demonstrations to introduce member companies to the benefits of SEMA vehicle technology programs and partners.
Technology is integral to the specialty-equipment market as well as to the original-equipment manufacturers. From suspension to powertrains, and safety to infotainment, technology is the future of the automobile.

SEMA continually works to develop vehicle technology solutions and build relationships that foster collaboration between automakers, original-equipment suppliers, dealers, research organizations, industry associations and member companies. The association’s development of the new SEMA Vehicle Technology Center (VTC) at the SEMA Show is an important extension of that effort, providing members with in-depth information and hands-on understanding from leading industry experts about advanced vehicle technologies and emerging systems to help them understand the impact on their business today as well as to prepare them to leverage tomorrow’s technologies and business opportunities.

“The Vehicle Technology Center is being created for our members,” said John Waraniak, SEMA vice president for vehicle technology. “It is an investment in SEMA’s collective future. This year’s SEMA Show will reveal a significantly expanded vehicle technology program through the Center, the VTC Theater and exhibits. The purpose of the VTC is to inform and educate SEMA members as well as to increase member participation in the programs, services, tools, resources and benefits available at affordable costs to SEMA-member companies.”

The VTC will be located in Booth #35185 of the upper South Hall of the Las Vegas Convention Center at the 2011 SEMA Show. When it is introduced to industry professionals on opening day during SEMA’s Vehicle Technology Keynote, the VTC will showcase SEMA’s latest solutions and leading educational seminars as well as vehicle technology simulations and demonstrations to introduce member companies to the benefits of SEMA vehicle technology programs and partners.

“It will be a giant step toward providing comprehensive understanding of major vehicle technologies, systems and trends combined with the ability to evaluate their impact on the performance aftermarket and the specialty-equipment industry,” Waraniak said. “The Center’s Tech Zones are designed to reinforce our efforts to appeal to emerging-technology enthusiasts and bring greater focus, urgency and performance aftermarket relevance to our advanced-technology offerings.”

The VTC Theater will provide the venue for seven fast-paced sessions and seminars that will identify and explain key industry trends, technologies and SEMA initiatives. The sessions are designed to help members understand the challenges of advanced vehicle technologies and leverage new business opportunities while also providing networking opportunities for collaborative product-development relationships. They will include more than 30 experts from leading automakers and suppliers as well as specialty-equipment companies involved in all facets of specialty-equipment manufacturing and distribution.

Vehicle Technology Sessions

All of the vehicle technology sessions will be held in the VTC Theater. The sessions will focus on the future of performance and customization, branding performance, marketing to enthusiasts, designing for customization, vehicle dynamics of aftermarket-modified vehicles, green performance, connected-vehicle technologies, performance engines and lubrication and off-road racing. The Center’s exhibit space will highlight SEMA-developed solutions with technology simulations, demonstrations and workshops throughout the week.

Vehicle Dynamics Forum

The first of the workshops—the Vehicle Dynamics Forum—is scheduled for Monday, October 31 (the day before the SEMA Show officially opens) from 1:00 p.m.–3:00 p.m. Attendees of this session must preregister to get specific instructions on how to enter the Show floor and VTC. The panel will include Wilfried Eibach of Eibach Springs; Mark Hellwig and Melanie White of Hellwig Products; Tim Watts of Superlift Suspension Systems; SEMA Advisor Ed Browalski; Thomas Gillespie of Mechanical Simulation; Santhosh Jogi of dSPACE; and Paul Venhovens of CU-ICAR.

The U.S. National Highway Traffic Safety Administration (NHTSA) has issued FMVSS 126, a Federal Motor Vehicle Safety Standard requiring all motor vehicles with a gross vehicle weight of 10,000 lbs. or less to have an electronic stability control (ESC) system that complies with specific design, performance and diagnostic requirements. Original-equipment manufacturers (OEMs) must have ESC as standard equipment on all applicable vehicles as of September 1, 2011.

Thanks to the efforts of SEMA’s office in Washington, D.C., the aftermarket was granted a one-year exemption. SEMA has developed a methodology and program to evaluate the ESC performance of aftermarket-modified vehicles. SEMA sought outside help from leading industry experts and companies in the area of vehicle dynamics simulation and testing to develop a “best practices” solution to offer member companies, especially considering that any modification to the engine, steering, brakes, suspension, wheels or tires may have an impact on ESC performance.

The Vehicle Dynamics Forum will discuss not only the ESC mandate and solutions available to SEMA-member companies but also other topics that effect how aftermarket wheels, tires, suspension, steering, braking and handling products interact with the vehicle’s increasingly complex body, chassis, powertrain and electronic systems, controllers and technologies.

Vehicle Technology Keynote

The Vehicle Technology Keynote, to be presented Tuesday, November 1 from 9:30 a.m.–11:00 a.m., will feature Paul Mascarenas, chief technical officer and vice president of research and innovation for Ford Motor Company.

Technology has the power to make, move and reshape markets, and it has now led the automobile industry to one of the most exciting times in history for both professionals and consumers—particularly for enthusiasts who have a passion for performance and automotive lifestyles.

“The future of performance and customization in the new automotive normal is all about connecting vehicles to consumer’s lifestyles, brands and experiences,” Waraniak said. “Performance and customization are not just about cars but about lifestyles. This is a new day with new rules and new players, and the specialty-equipment companies with the best consumer experiences win—period.”

Attendees can expect Mascarenas to provide some very interesting insights and compelling views from an automaker’s perspective on the impact of advanced vehicle technology and OEM-aftermarket collaboration on the industry going forward.

Clemson Deep Orange Project

SEMA’s innovative partnership with the Clemson University International Center for Automotive Research (CU-ICAR) will be the subject of a press conference at the VTC Theater at 12:00 p.m. Tuesday, November 1. “The Clemson project is an excellent example of open innovation and generative thinking in action,” Waraniak said. “SEMA and CU-ICAR have teamed up to offer SEMA members access to world-class resources at affordable costs. This is a must-attend event for technology and performance professionals.”

Performance Branding: Designing and Marketing to Enthusiasts

On the afternoon of Tuesday, November 1, from 1:00 p.m.–3:00 p.m., the discussion will turn to Performance Branding, Designing and Marketing. Myles Kovacs, co-founder of DUB; Stewart Reed of the Pasadena Art Center; Chip Foose of Foose Design; and Beau Boeckmann, president of Galpin Auto Sports, will headline this exciting panel and discussion session on contemporary design and marketing practices and their influence on performance branding and marketing to enthusiasts.

From tires and wheels to smartphone applications that interact with consumer vehicles and onboard technologies, successful designing and marketing to automotive enthusiasts today requires strategies that make customers part of the brand through movements, storytelling and advocacy. This panel will investigate the latest trends in brand democracy and frontline social thinking and explore how consumer expectations are impacting the forms and the functions of vehicles today and in the near term.

“Sure, customers buy your stuff,” Waraniak said, “But more importantly, you need to sell to your fans and enthusiasts what your stuff does for them. Enthusiasts and fans are 10 times more influential than customers.”

The Future of Performance and Customization


Superlift successfully demonstrated HIL compatibility with a federal regulation that mandates a specific level of vehicle handling performance and the functionality of an Electronic Stability Control system for all OEM vehicles with a GVW less than 10,000 lbs. The demonstration at the dSPACE facility in Wixom, Michigan, complemented additional physical tests run at CU-ICAR in Greenville, South Carolina, that further characterized the modified vehicle’s ride and handling. Besides illustrating Superlift’s product engineering expertise, this project also demonstrated the possibilities of a much wider application of HIL and simulation technologies.
“Open innovation, collaboration, personalization and lean customization are quickly becoming best practices and competitive advantages in the new automotive normal,” said Waraniak. “Today’s vehicles are not just a collection of 5,000 loosely integrated parts. They are an interdependent ‘system of systems,’ connecting body, chassis, interior and powertrain through more than 150 controllers and 10 million lines of code and embedded software.”

The auto industry is facing increasingly complex vehicles that require strategic planning and cross-industry product development, and the ways and means by which technology will play out in the coming years is the subject of the Wednesday morning session. The Future of Performance and Customization will be the focus November 2 from 10:00 a.m.–12:00 p.m. at the VTC Theater. The panel will include Stacey David of “Gearz”; Dr. Dean Tomazic of FEV; and Jim Campbell, vice president of performance vehicles and motorsports of General Motors. Other speakers will be added as well.

Vehicle Connectivity: Integrating Automotive and Consumer Electronics

Automotive technology and mobile electronics have extended far beyond the vehicle itself. Onboard vehicle technologies combined with vehicle-to-vehicle and vehicle-to-roadside technologies are creating many new and exciting product and service opportunities for specialty-equipment and performance aftermarket manufacturers, installers, retailers and distributors. The session for Wednesday afternoon centers on those concepts.

Vehicle Connectivity is slated for November 2 from 1:00 p.m.–3:00 p.m. in the VCT Theater. Panelists will include Thilo Koslowski of Gartner; Anthony Levandowski of Google; Jessica Steele of Pandora; and Roger Berg of Denso.

“Connected-vehicle technologies are leading the way toward the development of cars that don’t crash, devices that don’t distract and powertrains that don’t pollute,” Waraniak said. “The challenges, opportunities and solutions for SEMA members lie in how effectively these features, devices and accessories can be integrated into today’s vehicles.”

Performance Engines and Lubrication

“Advanced engine and transmission technologies, such as cam phasing, variable valve timing, port deactivation, direct injection, turbo boosting, dry dual clutches and wide-ratio six-speed-plus gearing combined with reduced mass, decreased parasitic losses and integrated engine and transmission control software, have improved the internal-combustion engine in vehicles to efficiencies that would have been unbelievable just five years ago,” Waraniak said.

Technological advancement has been at the forefront of performance since the earliest days on the dry lakebeds, where hot rodding got its start. This VTC session to be held Thursday from 10:00 a.m.–12:00 p.m. will provide attendees with an overview of the state of performance engine and lubrication technology today and where it is heading in the coming years. The panel includes Lake Speed Jr. of Joe Gibbs Racing; SEMA Board of Directors Chairman Scooter Brothers of Comp Performance Group; Ron Shaver of Shaver Specialty Racing Engines; and John Martin, formerly of Shell Research and Development.

Off-Road Racing and Performance Forum


Hardware-In-the-Loop (HIL) and simulation technologies allow virtual testing of real-world products. SEMA is working to expand an already established electronic stability control/HIL program to the broader range of vehicle dynamics to offer SEMA members the capability to simulate, demonstrate and analyze the impact of their products on improved handling and performance. Such programs will be a featured part of the VTC at this year’s SEMA Show.
“Innovation is the engine of growth,” said Waraniak. “Growth in the new automotive normal doesn’t lie in disrupting large, over-served markets but in disrupting small under-served markets and emerging segments focused on product differentiation, performance and customization.” The off-road market is one segment that welcomes such differentiation and customization, and the session slated for Thursday, November 3, from 1:00 p.m.–3:00 p.m. in the VCT Theater will address how the industry is evolving in this thriving marketplace. The panel will include motocross and off-road champion Ricky Johnson of TORC and Justyn Amstutz of NPA Auctions, and other speakers to be added.

Project Green Camaro

“Many SEMA companies feared that advanced technologies signaled the demise of the specialty-equipment market and believed that tighter federal emissions and fuel-efficiency standards would eliminate performance vehicles from America’s roadways, but something quite different is happening,” Waraniak said. “Green muscle is alive and well and took center stage at many of this year’s auto shows. Leading automakers are focusing on matching horsepower with the fastest computing power. Horsepower still moves product. Nearly every major automaker now offers a performance car for street use that is as powerful as many of the race cars on the track.”

A special session scheduled for Wednesday, November 2 at 12:00 p.m. in the VTC Theater will feature Source Interlink Media Group Vice President Doug Evans and Circle Track magazine Editor Rob Fisher for a look at the Circle Track Project GREEN Camaro and a discussion of how green technology and performance can not only coexist, but also create new business opportunities.

New Vehicle Technology Center to Debut at the SEMA Show
Thu, 09/15/2011 - 08:22

SEMA News—September 2011

New Vehicle Technology Center to Debut at the SEMA Show

Campus Will House Seminars, Interactive Displays and Simulations

  From suspension to powertrains and from safety to infotainment, technology is the future of the automobile.
A significantly expanded vehicle technology program will be revealed through the advanced SEMA Vehicle Technology Center (VTC) platform, theater and exhibit in the upper South Hall of the Las Vegas Convention Center at the 2011 SEMA Show. The VTC will showcase SEMA solutions with educational seminars as well as technology simulations and demonstrations to introduce member companies to the benefits of SEMA vehicle technology programs and partners.
Technology is integral to the specialty-equipment market as well as to the original-equipment manufacturers. From suspension to powertrains, and safety to infotainment, technology is the future of the automobile.

SEMA continually works to develop vehicle technology solutions and build relationships that foster collaboration between automakers, original-equipment suppliers, dealers, research organizations, industry associations and member companies. The association’s development of the new SEMA Vehicle Technology Center (VTC) at the SEMA Show is an important extension of that effort, providing members with in-depth information and hands-on understanding from leading industry experts about advanced vehicle technologies and emerging systems to help them understand the impact on their business today as well as to prepare them to leverage tomorrow’s technologies and business opportunities.

“The Vehicle Technology Center is being created for our members,” said John Waraniak, SEMA vice president for vehicle technology. “It is an investment in SEMA’s collective future. This year’s SEMA Show will reveal a significantly expanded vehicle technology program through the Center, the VTC Theater and exhibits. The purpose of the VTC is to inform and educate SEMA members as well as to increase member participation in the programs, services, tools, resources and benefits available at affordable costs to SEMA-member companies.”

The VTC will be located in Booth #35185 of the upper South Hall of the Las Vegas Convention Center at the 2011 SEMA Show. When it is introduced to industry professionals on opening day during SEMA’s Vehicle Technology Keynote, the VTC will showcase SEMA’s latest solutions and leading educational seminars as well as vehicle technology simulations and demonstrations to introduce member companies to the benefits of SEMA vehicle technology programs and partners.

“It will be a giant step toward providing comprehensive understanding of major vehicle technologies, systems and trends combined with the ability to evaluate their impact on the performance aftermarket and the specialty-equipment industry,” Waraniak said. “The Center’s Tech Zones are designed to reinforce our efforts to appeal to emerging-technology enthusiasts and bring greater focus, urgency and performance aftermarket relevance to our advanced-technology offerings.”

The VTC Theater will provide the venue for seven fast-paced sessions and seminars that will identify and explain key industry trends, technologies and SEMA initiatives. The sessions are designed to help members understand the challenges of advanced vehicle technologies and leverage new business opportunities while also providing networking opportunities for collaborative product-development relationships. They will include more than 30 experts from leading automakers and suppliers as well as specialty-equipment companies involved in all facets of specialty-equipment manufacturing and distribution.

Vehicle Technology Sessions

All of the vehicle technology sessions will be held in the VTC Theater. The sessions will focus on the future of performance and customization, branding performance, marketing to enthusiasts, designing for customization, vehicle dynamics of aftermarket-modified vehicles, green performance, connected-vehicle technologies, performance engines and lubrication and off-road racing. The Center’s exhibit space will highlight SEMA-developed solutions with technology simulations, demonstrations and workshops throughout the week.

Vehicle Dynamics Forum

The first of the workshops—the Vehicle Dynamics Forum—is scheduled for Monday, October 31 (the day before the SEMA Show officially opens) from 1:00 p.m.–3:00 p.m. Attendees of this session must preregister to get specific instructions on how to enter the Show floor and VTC. The panel will include Wilfried Eibach of Eibach Springs; Mark Hellwig and Melanie White of Hellwig Products; Tim Watts of Superlift Suspension Systems; SEMA Advisor Ed Browalski; Thomas Gillespie of Mechanical Simulation; Santhosh Jogi of dSPACE; and Paul Venhovens of CU-ICAR.

The U.S. National Highway Traffic Safety Administration (NHTSA) has issued FMVSS 126, a Federal Motor Vehicle Safety Standard requiring all motor vehicles with a gross vehicle weight of 10,000 lbs. or less to have an electronic stability control (ESC) system that complies with specific design, performance and diagnostic requirements. Original-equipment manufacturers (OEMs) must have ESC as standard equipment on all applicable vehicles as of September 1, 2011.

Thanks to the efforts of SEMA’s office in Washington, D.C., the aftermarket was granted a one-year exemption. SEMA has developed a methodology and program to evaluate the ESC performance of aftermarket-modified vehicles. SEMA sought outside help from leading industry experts and companies in the area of vehicle dynamics simulation and testing to develop a “best practices” solution to offer member companies, especially considering that any modification to the engine, steering, brakes, suspension, wheels or tires may have an impact on ESC performance.

The Vehicle Dynamics Forum will discuss not only the ESC mandate and solutions available to SEMA-member companies but also other topics that effect how aftermarket wheels, tires, suspension, steering, braking and handling products interact with the vehicle’s increasingly complex body, chassis, powertrain and electronic systems, controllers and technologies.

Vehicle Technology Keynote

The Vehicle Technology Keynote, to be presented Tuesday, November 1 from 9:30 a.m.–11:00 a.m., will feature Paul Mascarenas, chief technical officer and vice president of research and innovation for Ford Motor Company.

Technology has the power to make, move and reshape markets, and it has now led the automobile industry to one of the most exciting times in history for both professionals and consumers—particularly for enthusiasts who have a passion for performance and automotive lifestyles.

“The future of performance and customization in the new automotive normal is all about connecting vehicles to consumer’s lifestyles, brands and experiences,” Waraniak said. “Performance and customization are not just about cars but about lifestyles. This is a new day with new rules and new players, and the specialty-equipment companies with the best consumer experiences win—period.”

Attendees can expect Mascarenas to provide some very interesting insights and compelling views from an automaker’s perspective on the impact of advanced vehicle technology and OEM-aftermarket collaboration on the industry going forward.

Clemson Deep Orange Project

SEMA’s innovative partnership with the Clemson University International Center for Automotive Research (CU-ICAR) will be the subject of a press conference at the VTC Theater at 12:00 p.m. Tuesday, November 1. “The Clemson project is an excellent example of open innovation and generative thinking in action,” Waraniak said. “SEMA and CU-ICAR have teamed up to offer SEMA members access to world-class resources at affordable costs. This is a must-attend event for technology and performance professionals.”

Performance Branding: Designing and Marketing to Enthusiasts

On the afternoon of Tuesday, November 1, from 1:00 p.m.–3:00 p.m., the discussion will turn to Performance Branding, Designing and Marketing. Myles Kovacs, co-founder of DUB; Stewart Reed of the Pasadena Art Center; Chip Foose of Foose Design; and Beau Boeckmann, president of Galpin Auto Sports, will headline this exciting panel and discussion session on contemporary design and marketing practices and their influence on performance branding and marketing to enthusiasts.

From tires and wheels to smartphone applications that interact with consumer vehicles and onboard technologies, successful designing and marketing to automotive enthusiasts today requires strategies that make customers part of the brand through movements, storytelling and advocacy. This panel will investigate the latest trends in brand democracy and frontline social thinking and explore how consumer expectations are impacting the forms and the functions of vehicles today and in the near term.

“Sure, customers buy your stuff,” Waraniak said, “But more importantly, you need to sell to your fans and enthusiasts what your stuff does for them. Enthusiasts and fans are 10 times more influential than customers.”

The Future of Performance and Customization


Superlift successfully demonstrated HIL compatibility with a federal regulation that mandates a specific level of vehicle handling performance and the functionality of an Electronic Stability Control system for all OEM vehicles with a GVW less than 10,000 lbs. The demonstration at the dSPACE facility in Wixom, Michigan, complemented additional physical tests run at CU-ICAR in Greenville, South Carolina, that further characterized the modified vehicle’s ride and handling. Besides illustrating Superlift’s product engineering expertise, this project also demonstrated the possibilities of a much wider application of HIL and simulation technologies.
“Open innovation, collaboration, personalization and lean customization are quickly becoming best practices and competitive advantages in the new automotive normal,” said Waraniak. “Today’s vehicles are not just a collection of 5,000 loosely integrated parts. They are an interdependent ‘system of systems,’ connecting body, chassis, interior and powertrain through more than 150 controllers and 10 million lines of code and embedded software.”

The auto industry is facing increasingly complex vehicles that require strategic planning and cross-industry product development, and the ways and means by which technology will play out in the coming years is the subject of the Wednesday morning session. The Future of Performance and Customization will be the focus November 2 from 10:00 a.m.–12:00 p.m. at the VTC Theater. The panel will include Stacey David of “Gearz”; Dr. Dean Tomazic of FEV; and Jim Campbell, vice president of performance vehicles and motorsports of General Motors. Other speakers will be added as well.

Vehicle Connectivity: Integrating Automotive and Consumer Electronics

Automotive technology and mobile electronics have extended far beyond the vehicle itself. Onboard vehicle technologies combined with vehicle-to-vehicle and vehicle-to-roadside technologies are creating many new and exciting product and service opportunities for specialty-equipment and performance aftermarket manufacturers, installers, retailers and distributors. The session for Wednesday afternoon centers on those concepts.

Vehicle Connectivity is slated for November 2 from 1:00 p.m.–3:00 p.m. in the VCT Theater. Panelists will include Thilo Koslowski of Gartner; Anthony Levandowski of Google; Jessica Steele of Pandora; and Roger Berg of Denso.

“Connected-vehicle technologies are leading the way toward the development of cars that don’t crash, devices that don’t distract and powertrains that don’t pollute,” Waraniak said. “The challenges, opportunities and solutions for SEMA members lie in how effectively these features, devices and accessories can be integrated into today’s vehicles.”

Performance Engines and Lubrication

“Advanced engine and transmission technologies, such as cam phasing, variable valve timing, port deactivation, direct injection, turbo boosting, dry dual clutches and wide-ratio six-speed-plus gearing combined with reduced mass, decreased parasitic losses and integrated engine and transmission control software, have improved the internal-combustion engine in vehicles to efficiencies that would have been unbelievable just five years ago,” Waraniak said.

Technological advancement has been at the forefront of performance since the earliest days on the dry lakebeds, where hot rodding got its start. This VTC session to be held Thursday from 10:00 a.m.–12:00 p.m. will provide attendees with an overview of the state of performance engine and lubrication technology today and where it is heading in the coming years. The panel includes Lake Speed Jr. of Joe Gibbs Racing; SEMA Board of Directors Chairman Scooter Brothers of Comp Performance Group; Ron Shaver of Shaver Specialty Racing Engines; and John Martin, formerly of Shell Research and Development.

Off-Road Racing and Performance Forum


Hardware-In-the-Loop (HIL) and simulation technologies allow virtual testing of real-world products. SEMA is working to expand an already established electronic stability control/HIL program to the broader range of vehicle dynamics to offer SEMA members the capability to simulate, demonstrate and analyze the impact of their products on improved handling and performance. Such programs will be a featured part of the VTC at this year’s SEMA Show.
“Innovation is the engine of growth,” said Waraniak. “Growth in the new automotive normal doesn’t lie in disrupting large, over-served markets but in disrupting small under-served markets and emerging segments focused on product differentiation, performance and customization.” The off-road market is one segment that welcomes such differentiation and customization, and the session slated for Thursday, November 3, from 1:00 p.m.–3:00 p.m. in the VCT Theater will address how the industry is evolving in this thriving marketplace. The panel will include motocross and off-road champion Ricky Johnson of TORC and Justyn Amstutz of NPA Auctions, and other speakers to be added.

Project Green Camaro

“Many SEMA companies feared that advanced technologies signaled the demise of the specialty-equipment market and believed that tighter federal emissions and fuel-efficiency standards would eliminate performance vehicles from America’s roadways, but something quite different is happening,” Waraniak said. “Green muscle is alive and well and took center stage at many of this year’s auto shows. Leading automakers are focusing on matching horsepower with the fastest computing power. Horsepower still moves product. Nearly every major automaker now offers a performance car for street use that is as powerful as many of the race cars on the track.”

A special session scheduled for Wednesday, November 2 at 12:00 p.m. in the VTC Theater will feature Source Interlink Media Group Vice President Doug Evans and Circle Track magazine Editor Rob Fisher for a look at the Circle Track Project GREEN Camaro and a discussion of how green technology and performance can not only coexist, but also create new business opportunities.

Meet Rep. Bill Posey, the Industry's Car Guy in Congress
Thu, 09/15/2011 - 08:18

SEMA News—September 2011

Our Car Guy in Congress

Rep. Bill Posey Named Co-Chair of Congressional Automotive Performance and Motorsports Caucus

By Dan Sadowski

Rep. Bill Posey (R-FL) has always been a strong advocate on behalf of the automotive specialty-equipment industry.
Rep. Posey has always been a strong advocate on behalf of the automotive specialty-equipment industry.
They arrived at the Cocoa Beach Cruise Night in their gleaming ’66 Chevelle Malibu. Bill and Katie Posey were excited to help kick-off the first leg of the Hot Rod Power Tour with a barbecue before the next day’s drive to Valdosta, Georgia. They were with friends and fellow enthusiasts, and it was the perfect occasion to announce Posey’s new leadership position in Washington.

Rep. Bill Posey (R-FL) has always been a strong advocate on behalf of the automotive specialty-equipment industry. In his free time outside of Washington, Rep. Posey can be found turning the wrenches on his cars in his Florida home district. When in Washington, Posey affirms his love for motorsports with photos of his cars and his racing days in his office on Capitol Hill. Being named co-chair of the Congressional Automotive Performance and Motorsports Caucus is a natural fit for him.

Growing up near Los Angeles, Posey spent time attending races with his father in Encino and Culver City. He became involved in midget racing at the age of five and began racing motorcycles at around 13 years old. Although he had to wait until he was 16 to race his first car, a ’51 Ford Flathead, he had already snuck in a few laps at the track. Over the years, Posey has owned 20–30 race cars, fixing them up and competing in them. Although he sold his race cars and moved to a classic-car collection, Posey’s racing experience likely exceeds that of any other member of Congress.

“I am pleased to serve as co-chairman of the Congressional Automotive Performance and Motorsports Caucus,” Posey said. “As a lifelong car guy and racer, I welcome the opportunity to partner with SEMA to raise the profile of the automotive performance industry in Washington. There’s not a Congressional district in the nation that’s not impacted by SEMA and its member companies. Together, we will strengthen the caucus and continue to promote the important role that SEMA-member companies play in the American economy.”

“Rep. Posey is equally comfortable at the race track and in the halls of Congress,” said SEMA President and CEO Chris
Kersting. “The competitive spirit is in his blood, whether he is behind the wheel or advocating for small businesses on Capitol Hill. SEMA is proud to welcome a true car guy as the caucus co-chair. It is reassuring to know that we have a fellow enthusiast protecting our industry and educating other members of Congress about the role of SEMA as the industry’s premier association.”

Rep. Posey and his wife Katie participated in the 2011 Hot Rod Power Tour in early June.
Rep. Bill Posey (R-FL, center), on stage at the Hot Rod Power Tour kick-off event, reaffirmed his support for the automotive industry and spoke about changes in his home district involving the space program.
Given Rep. Posey’s unique understanding of the industry, he is a natural choice to serve as co-chair of the caucus. He is teaming-up with industry standard bearer Rep. Sandy Levin (D-MI), who helped launch the caucus in 1996. Whether removing trade barriers to exported auto parts or securing access to business loans and preserving R&D tax credits, the industry has benefitted from Rep. Levin’s political clout. Together, co-chairs Posey and Levin will recruit new caucus members, seek to support SEMA’s legislative initiatives and raise awareness of the positive economic impact SEMA-member businesses have on the American economy.

As noted previously, Rep. Posey and his wife Katie participated in the 2011 Hot Rod Power Tour in early June. The Power Tour began in 1995 when several Hot
Rod magazine staff members drove their project cars from Los Angeles to Norwalk, Ohio. It quickly gained in popularity, with thousands of people descending on each stop of the trip to admire the cars and enjoy the company of other enthusiasts. This year’s Hot Rod tour started in Rep. Posey’s home district, Port Canaveral, Florida, and ended seven days later in Detroit. In between, the tour stopped in Valdosta, Georgia; Montgomery, Alabama; Nashville, Tennessee; Indianapolis, Indiana; and Muskegon, Michigan.

During the kick-off event, Posey had the opportunity to chat with fellow enthusiasts about his twin passions—cars and politics. On stage at the kick-off event, Posey reaffirmed his support for the automotive industry and spoke about changes in his home district involving the space program. To show his commitment to fellow enthusiasts, he secured an “inside the fence” driving experience around Launch Pad 39A at the Kennedy Space Center for Power Tour participants.


When in Washington, Posey affirms his love for motorsports with photos of his cars and his racing days in his office on Capitol Hill.
Rep. Posey’s motorsports background provides a strong understanding of the issues facing our industry in Washington, D.C.
“As a SEMA member, I could think of no one better to carry our message in Washington than Rep. Bill Posey,” said SEMA Political Action Committee Chairman and Source Interlink Media Vice President and Group Publisher Doug Evans. “Rep. Posey fit right in on the Power Tour and earned his stripes with his fellow enthusiasts. Having someone who understands the car-guy mentality in the caucus leadership is a great benefit to the hobbyist community.”

Rep. Posey has been well acquainted with SEMA from the time he served in the Florida state House and Senate. Posey was a charter member of SEMA’s State Automotive Enthusiast Leadership Caucus and sponsored SEMA-model legislation in 2007 to amend the vehicle titling and registration classification for street rods and create a new classification for custom vehicles. In 2008, he introduced legislation to provide an exemption from commercial motor carrier regulations for vehicles that occasionally transport personal property to a motorsports facility. Both bills were enacted into law.

The Caucus

For the past 15 years, the Congressional Automotive Performance and Motorsports Caucus has been a coalition of lawmakers who support the specialty-equipment aftermarket and recognize the industry’s positive economic impact. This informal, bipartisan member organization of nearly 100 legislators continues to recognize and pay tribute to America’s ever-growing love affair with the car and motorsports.

The caucus also helps SEMA develop lasting working relationships with U.S. representatives and senators who share a love for the automobile and are working to promote the growth and advancement of the auto hobby. SEMA works in partnership with caucus members to amplify the message among national policymakers that the automotive performance industry is a vital engine in today’s economy, employing more than a million Americans and generating $28 billion in sales annually.

To find a complete listing of all Congressional Automotive Performance and Motorsports Caucus members, log on to
www.semasan.com. If your representative or senator is listed, please take a moment to thank them for their participation in the caucus. If you do not see your representatives on the list, consider contacting their offices to encourage them to join. Visit www.sema.org or e-mail SEMA Congressional Affairs Manager Dan Sadowski at dans@sema.org for information on how to contact your elected officials.

Meet Rep. Bill Posey, the Industry's Car Guy in Congress
Thu, 09/15/2011 - 08:18

SEMA News—September 2011

Our Car Guy in Congress

Rep. Bill Posey Named Co-Chair of Congressional Automotive Performance and Motorsports Caucus

By Dan Sadowski

Rep. Bill Posey (R-FL) has always been a strong advocate on behalf of the automotive specialty-equipment industry.
Rep. Posey has always been a strong advocate on behalf of the automotive specialty-equipment industry.
They arrived at the Cocoa Beach Cruise Night in their gleaming ’66 Chevelle Malibu. Bill and Katie Posey were excited to help kick-off the first leg of the Hot Rod Power Tour with a barbecue before the next day’s drive to Valdosta, Georgia. They were with friends and fellow enthusiasts, and it was the perfect occasion to announce Posey’s new leadership position in Washington.

Rep. Bill Posey (R-FL) has always been a strong advocate on behalf of the automotive specialty-equipment industry. In his free time outside of Washington, Rep. Posey can be found turning the wrenches on his cars in his Florida home district. When in Washington, Posey affirms his love for motorsports with photos of his cars and his racing days in his office on Capitol Hill. Being named co-chair of the Congressional Automotive Performance and Motorsports Caucus is a natural fit for him.

Growing up near Los Angeles, Posey spent time attending races with his father in Encino and Culver City. He became involved in midget racing at the age of five and began racing motorcycles at around 13 years old. Although he had to wait until he was 16 to race his first car, a ’51 Ford Flathead, he had already snuck in a few laps at the track. Over the years, Posey has owned 20–30 race cars, fixing them up and competing in them. Although he sold his race cars and moved to a classic-car collection, Posey’s racing experience likely exceeds that of any other member of Congress.

“I am pleased to serve as co-chairman of the Congressional Automotive Performance and Motorsports Caucus,” Posey said. “As a lifelong car guy and racer, I welcome the opportunity to partner with SEMA to raise the profile of the automotive performance industry in Washington. There’s not a Congressional district in the nation that’s not impacted by SEMA and its member companies. Together, we will strengthen the caucus and continue to promote the important role that SEMA-member companies play in the American economy.”

“Rep. Posey is equally comfortable at the race track and in the halls of Congress,” said SEMA President and CEO Chris
Kersting. “The competitive spirit is in his blood, whether he is behind the wheel or advocating for small businesses on Capitol Hill. SEMA is proud to welcome a true car guy as the caucus co-chair. It is reassuring to know that we have a fellow enthusiast protecting our industry and educating other members of Congress about the role of SEMA as the industry’s premier association.”

Rep. Posey and his wife Katie participated in the 2011 Hot Rod Power Tour in early June.
Rep. Bill Posey (R-FL, center), on stage at the Hot Rod Power Tour kick-off event, reaffirmed his support for the automotive industry and spoke about changes in his home district involving the space program.
Given Rep. Posey’s unique understanding of the industry, he is a natural choice to serve as co-chair of the caucus. He is teaming-up with industry standard bearer Rep. Sandy Levin (D-MI), who helped launch the caucus in 1996. Whether removing trade barriers to exported auto parts or securing access to business loans and preserving R&D tax credits, the industry has benefitted from Rep. Levin’s political clout. Together, co-chairs Posey and Levin will recruit new caucus members, seek to support SEMA’s legislative initiatives and raise awareness of the positive economic impact SEMA-member businesses have on the American economy.

As noted previously, Rep. Posey and his wife Katie participated in the 2011 Hot Rod Power Tour in early June. The Power Tour began in 1995 when several Hot
Rod magazine staff members drove their project cars from Los Angeles to Norwalk, Ohio. It quickly gained in popularity, with thousands of people descending on each stop of the trip to admire the cars and enjoy the company of other enthusiasts. This year’s Hot Rod tour started in Rep. Posey’s home district, Port Canaveral, Florida, and ended seven days later in Detroit. In between, the tour stopped in Valdosta, Georgia; Montgomery, Alabama; Nashville, Tennessee; Indianapolis, Indiana; and Muskegon, Michigan.

During the kick-off event, Posey had the opportunity to chat with fellow enthusiasts about his twin passions—cars and politics. On stage at the kick-off event, Posey reaffirmed his support for the automotive industry and spoke about changes in his home district involving the space program. To show his commitment to fellow enthusiasts, he secured an “inside the fence” driving experience around Launch Pad 39A at the Kennedy Space Center for Power Tour participants.


When in Washington, Posey affirms his love for motorsports with photos of his cars and his racing days in his office on Capitol Hill.
Rep. Posey’s motorsports background provides a strong understanding of the issues facing our industry in Washington, D.C.
“As a SEMA member, I could think of no one better to carry our message in Washington than Rep. Bill Posey,” said SEMA Political Action Committee Chairman and Source Interlink Media Vice President and Group Publisher Doug Evans. “Rep. Posey fit right in on the Power Tour and earned his stripes with his fellow enthusiasts. Having someone who understands the car-guy mentality in the caucus leadership is a great benefit to the hobbyist community.”

Rep. Posey has been well acquainted with SEMA from the time he served in the Florida state House and Senate. Posey was a charter member of SEMA’s State Automotive Enthusiast Leadership Caucus and sponsored SEMA-model legislation in 2007 to amend the vehicle titling and registration classification for street rods and create a new classification for custom vehicles. In 2008, he introduced legislation to provide an exemption from commercial motor carrier regulations for vehicles that occasionally transport personal property to a motorsports facility. Both bills were enacted into law.

The Caucus

For the past 15 years, the Congressional Automotive Performance and Motorsports Caucus has been a coalition of lawmakers who support the specialty-equipment aftermarket and recognize the industry’s positive economic impact. This informal, bipartisan member organization of nearly 100 legislators continues to recognize and pay tribute to America’s ever-growing love affair with the car and motorsports.

The caucus also helps SEMA develop lasting working relationships with U.S. representatives and senators who share a love for the automobile and are working to promote the growth and advancement of the auto hobby. SEMA works in partnership with caucus members to amplify the message among national policymakers that the automotive performance industry is a vital engine in today’s economy, employing more than a million Americans and generating $28 billion in sales annually.

To find a complete listing of all Congressional Automotive Performance and Motorsports Caucus members, log on to
www.semasan.com. If your representative or senator is listed, please take a moment to thank them for their participation in the caucus. If you do not see your representatives on the list, consider contacting their offices to encourage them to join. Visit www.sema.org or e-mail SEMA Congressional Affairs Manager Dan Sadowski at dans@sema.org for information on how to contact your elected officials.

Young Executive Mickey Andrade: Gen Y and the Future of Motorsports
Thu, 09/08/2011 - 17:21
 
Mickey Andrade

YEN Logo

Mickey Andrade, 34 Years Old
Marketing/Motorsports Manager – HRE Wheels; YEN Member

About Mickey
Mickey Andrade started out as an enthusiast, growing up in the suburbs of Akron, Ohio building models and collecting die cast cars. Andrade started saving for his first car at 15, bought it at 16 and began modifying it almost immediately. He read the car magazines and dreamed about future projects, but it wasn’t until he took a job in college at a sign shop that his future began to take shape.

After seeing his skill at designing graphics for customer cars, the owner of the business bought an old box truck and they turned it into a mobile vinyl graphics studio. Andrade would travel to local car dealerships and stereo shops, where he would design, cut and apply graphics and pinstripes to cars for customers. As a result, his work was noticed and he was eventually offered a job at famous Modern Image Signworks in Huntington Beach, California—a long way from Ohio and the epicenter of the booming import scene in the ’90s.

Eventually Andrade worked his way up to Supervisor of Motorsports at Falken Tire. Working hand-in-hand with drivers and team owners in the most youth-oriented motorsports series, Andrade developed a keen sense of what young enthusiasts are drawn to. He eventually moved on to a position at industry icon HRE Performance Wheels, where he now co-manages the marketing department and runs HRE’s motorsports initiatives. His current car collection is packed with highly modified imports, including a ’87 AE86 Corolla GT-S, an award-winning ’94 Nissan S13.4 240SX Convertible, an S14 Coupe and a ’93 Civic SiR-S.

When did it occur to you that working in the automotive industry could be a career?
The realization hit me in 2001 when a good friend of mine who was to attend the Nopi Nationals show in Atlanta called me. Intrax suspension was going to use his AWD Mitsubishi Eclipse in their booth as a display car, and as it turned out, he ended up having to cancel at the last minute. In an effort to make good with Intrax, he called to see if I could attend with my ’99 Honda Civic Si. Being from Ohio, this was a huge honor to be invited to represent a Southern California-based company. I caravanned on the Super Street tour and met a ton of sport-compact industry icons, such as Christian Rado, Stephan Papadakis, Jonathon Wong, Carter Jung, John Naderi, etc. It was then I knew I had to make a move. For me, it was a relocation to Southern California.

Where is the auto aftermarket going? Who is the new target customer?
In general I see the market from HRE's perspective. The target market for HRE is and always will be individuals of means—typically older collectors and enthusiasts who want to put wheels on their cars to set them apart from their neighbors and friends.

But, as an enthusiast, I believe the market is moving towards racing-oriented products. Many of the late-model show cars I look at today are incorporating more and more race technology, which I absolutely love. And the target customer to me will always be 18–35-year-old men. These are the people that have the desire and disposable income to modify their cars. So in that sense, the core aftermarket target customer has never changed—there are just new targets to identify for companies that operate on the fringe of what we call “the aftermarket,” such as HRE—which we consider more of a luxury goods brand than a parts company.

What types of motorsport do you think are the up-and-coming outlets for aftermarket companies?
On- and off-road timed racing events and drifting are hugely popular with the 18–35 male target and generally offer a good bang for the marketing dollar for companies large or small. The larger venues and wheel-to-wheel racing series are becoming cost prohibitive for many smaller companies, but the timed events, such as the standing mile races offer a lot of value as they haven’t become completely mainstream yet. They are action-packed and often draw really wild exotic cars.

How do you use your relationships with motorsports teams and sanctioning bodies to talk to potential customers?
Involvement with race teams and sanctioning bodies has helped me reach potential customers by showing what our products are capable of in the most extreme conditions imaginable. By exposing those strengths, you are building brand credibility. But, you cannot rely on the teams or sanctioning bodies solely to do your advertising for you. It is imperative that you have a strategy to support your race teams and promote the sanctioning bodies you work with as a marketing partner. Close the loop by showing your support of their programs. There are many ways of doing this and currently social media is very strong. By supporting these teams and series you are basically adding credibility to their programs and picking up their supporters along the way.

You like to leverage newer types of competition: Formula D, Time Attack, World Challenge, etc. How do they compare to the established series like NASCAR, INDY and NHRA?
The nice thing about the newer types of competition is that they are typically a little more edgy marketing wise and draw a demographic that is more youth oriented. NASCAR, INDY and NHRA all have solid fan bases but they are predictable and the events are typically out of reach financially for most small companies. The newer events are more reasonably priced and, although they don't garner the TV time and household notoriety that the more well-known series can, they also offer tremendous value. As the visibility goes up, so do the marketing dollars required to reach your audience. Despite never having a strong television package, I believe Formula Drift has done a good job offering its supporters fantastic marketing opportunities.

What is the future of Formula Drift and Time Attack? Will they keep growing? Also, who is their typical fan?
I believe the future for these particular motorsports is bright. As long as the sanctioning bodies do a good job of running, promoting, and supporting the competitors they will continue to grow. Some of the motorsports are more participation based and are tough to watch. Others are very fan friendly and super exciting. Those that captivate their audience will prosper. Streaming online video is a great new medium for all motorsports and I hope it helps both series grow and expand. I know many fans tell me they camp out at work or home with a laptop watching streaming video feeds of these races around the world – that wasn’t possible a few years ago. And every car has somebody’s logo on the door.

What other forms of motorsports do you think are up-and-comers? Why?
For me the most exciting up-and-coming motorsport is Rally Cross. I attended the event at Irwindale Speedway earlier this year and was completely captivated. If you have the proper product and budget seek out a team and support them. The TV package is good and racing action is great. This is the first motorsport that really bridges the gap between X-Games type competition and racing, and it will become a huge draw, I’m sure of it. It also utilizes cars that look like the vehicles young enthusiasts are actually buying and can afford—unlike NASCAR, which has become completely homogenized.

What can a young business owner do to get involved in motorsports marketing?
By entering into motorsports you open yourself up to risk. As evident, motorsports are very hard on equipment. If you've determined that your product is capable of the abuse, you should begin to build relationships with a team that fits your marketing strategy. Understanding their needs, realistic quantity of product needed, and level of on-site support is critical. If the relationship seems beneficial to both parties then a product marketing partnership can be negotiated. Be careful; jumping into an unknown relationship without doing your homework can result in going over budget or worse, ruining a relationship you worked hard to build. Product support—providing parts at a discount or no charge—is usually the budget conscious way to get involved and make your mark in the racing community without breaking the bank.

Any other thoughts on the future of SEMA, racing, drifting and the aftermarket?
Keep supporting the teams and organizations. They drive aftermarket sales and awareness and help fuel our passions.

Young Executive Mickey Andrade: Gen Y and the Future of Motorsports
Thu, 09/08/2011 - 17:21
 
Mickey Andrade

YEN Logo

Mickey Andrade, 34 Years Old
Marketing/Motorsports Manager – HRE Wheels; YEN Member

About Mickey
Mickey Andrade started out as an enthusiast, growing up in the suburbs of Akron, Ohio building models and collecting die cast cars. Andrade started saving for his first car at 15, bought it at 16 and began modifying it almost immediately. He read the car magazines and dreamed about future projects, but it wasn’t until he took a job in college at a sign shop that his future began to take shape.

After seeing his skill at designing graphics for customer cars, the owner of the business bought an old box truck and they turned it into a mobile vinyl graphics studio. Andrade would travel to local car dealerships and stereo shops, where he would design, cut and apply graphics and pinstripes to cars for customers. As a result, his work was noticed and he was eventually offered a job at famous Modern Image Signworks in Huntington Beach, California—a long way from Ohio and the epicenter of the booming import scene in the ’90s.

Eventually Andrade worked his way up to Supervisor of Motorsports at Falken Tire. Working hand-in-hand with drivers and team owners in the most youth-oriented motorsports series, Andrade developed a keen sense of what young enthusiasts are drawn to. He eventually moved on to a position at industry icon HRE Performance Wheels, where he now co-manages the marketing department and runs HRE’s motorsports initiatives. His current car collection is packed with highly modified imports, including a ’87 AE86 Corolla GT-S, an award-winning ’94 Nissan S13.4 240SX Convertible, an S14 Coupe and a ’93 Civic SiR-S.

When did it occur to you that working in the automotive industry could be a career?
The realization hit me in 2001 when a good friend of mine who was to attend the Nopi Nationals show in Atlanta called me. Intrax suspension was going to use his AWD Mitsubishi Eclipse in their booth as a display car, and as it turned out, he ended up having to cancel at the last minute. In an effort to make good with Intrax, he called to see if I could attend with my ’99 Honda Civic Si. Being from Ohio, this was a huge honor to be invited to represent a Southern California-based company. I caravanned on the Super Street tour and met a ton of sport-compact industry icons, such as Christian Rado, Stephan Papadakis, Jonathon Wong, Carter Jung, John Naderi, etc. It was then I knew I had to make a move. For me, it was a relocation to Southern California.

Where is the auto aftermarket going? Who is the new target customer?
In general I see the market from HRE's perspective. The target market for HRE is and always will be individuals of means—typically older collectors and enthusiasts who want to put wheels on their cars to set them apart from their neighbors and friends.

But, as an enthusiast, I believe the market is moving towards racing-oriented products. Many of the late-model show cars I look at today are incorporating more and more race technology, which I absolutely love. And the target customer to me will always be 18–35-year-old men. These are the people that have the desire and disposable income to modify their cars. So in that sense, the core aftermarket target customer has never changed—there are just new targets to identify for companies that operate on the fringe of what we call “the aftermarket,” such as HRE—which we consider more of a luxury goods brand than a parts company.

What types of motorsport do you think are the up-and-coming outlets for aftermarket companies?
On- and off-road timed racing events and drifting are hugely popular with the 18–35 male target and generally offer a good bang for the marketing dollar for companies large or small. The larger venues and wheel-to-wheel racing series are becoming cost prohibitive for many smaller companies, but the timed events, such as the standing mile races offer a lot of value as they haven’t become completely mainstream yet. They are action-packed and often draw really wild exotic cars.

How do you use your relationships with motorsports teams and sanctioning bodies to talk to potential customers?
Involvement with race teams and sanctioning bodies has helped me reach potential customers by showing what our products are capable of in the most extreme conditions imaginable. By exposing those strengths, you are building brand credibility. But, you cannot rely on the teams or sanctioning bodies solely to do your advertising for you. It is imperative that you have a strategy to support your race teams and promote the sanctioning bodies you work with as a marketing partner. Close the loop by showing your support of their programs. There are many ways of doing this and currently social media is very strong. By supporting these teams and series you are basically adding credibility to their programs and picking up their supporters along the way.

You like to leverage newer types of competition: Formula D, Time Attack, World Challenge, etc. How do they compare to the established series like NASCAR, INDY and NHRA?
The nice thing about the newer types of competition is that they are typically a little more edgy marketing wise and draw a demographic that is more youth oriented. NASCAR, INDY and NHRA all have solid fan bases but they are predictable and the events are typically out of reach financially for most small companies. The newer events are more reasonably priced and, although they don't garner the TV time and household notoriety that the more well-known series can, they also offer tremendous value. As the visibility goes up, so do the marketing dollars required to reach your audience. Despite never having a strong television package, I believe Formula Drift has done a good job offering its supporters fantastic marketing opportunities.

What is the future of Formula Drift and Time Attack? Will they keep growing? Also, who is their typical fan?
I believe the future for these particular motorsports is bright. As long as the sanctioning bodies do a good job of running, promoting, and supporting the competitors they will continue to grow. Some of the motorsports are more participation based and are tough to watch. Others are very fan friendly and super exciting. Those that captivate their audience will prosper. Streaming online video is a great new medium for all motorsports and I hope it helps both series grow and expand. I know many fans tell me they camp out at work or home with a laptop watching streaming video feeds of these races around the world – that wasn’t possible a few years ago. And every car has somebody’s logo on the door.

What other forms of motorsports do you think are up-and-comers? Why?
For me the most exciting up-and-coming motorsport is Rally Cross. I attended the event at Irwindale Speedway earlier this year and was completely captivated. If you have the proper product and budget seek out a team and support them. The TV package is good and racing action is great. This is the first motorsport that really bridges the gap between X-Games type competition and racing, and it will become a huge draw, I’m sure of it. It also utilizes cars that look like the vehicles young enthusiasts are actually buying and can afford—unlike NASCAR, which has become completely homogenized.

What can a young business owner do to get involved in motorsports marketing?
By entering into motorsports you open yourself up to risk. As evident, motorsports are very hard on equipment. If you've determined that your product is capable of the abuse, you should begin to build relationships with a team that fits your marketing strategy. Understanding their needs, realistic quantity of product needed, and level of on-site support is critical. If the relationship seems beneficial to both parties then a product marketing partnership can be negotiated. Be careful; jumping into an unknown relationship without doing your homework can result in going over budget or worse, ruining a relationship you worked hard to build. Product support—providing parts at a discount or no charge—is usually the budget conscious way to get involved and make your mark in the racing community without breaking the bank.

Any other thoughts on the future of SEMA, racing, drifting and the aftermarket?
Keep supporting the teams and organizations. They drive aftermarket sales and awareness and help fuel our passions.