SEMA News—March 2011

Fresh Data Confirms Pros’ Views: Accessories Influence New-Car Sales

By Steve Campbell

The study looked at the persuasive effects created by accessory products, including which ones are likely to create the greatest influence. It delves into which vehicle types are more likely to be purchased based on product availability. The data also provide information about the influence customized vehicles have on the decision to purchase new vehicles by a range of different consumers, including those who do not normally modify their cars or trucks as well as those who do and, in some cases, those who are most zealous about customization. It also examines consumers’ perceptions of specialty-equipment products versus OEM aftermarket products.

The report is now available free for download by SEMA members ($199 for non-members), and it confirms what those involved in new-car sales, vehicle dealerships and the customization of new vehicles have understood for years: Accessories help sell new vehicles. In recent interviews, professionals in all three camps provided independent commentary that supported the assertions found in the study.

“The idea behind personalized display cars is that people see things they haven’t seen anywhere else when they walk into the showroom,” said Beau Boeckmann, vice president of the Galpin Ford dealership in North Hills, California. Boeckmann is also president of Galpin Premier Collection, a dealership for Aston Martin, Jaguar, Lotus, Volvo, Lincoln and Mazda, and Galpin Auto Sports LLC, a specialty-equipment business with an extensive inventory of both performance and cosmetic accessories. “We’re well known for our customized vehicles,” Boeckmann said.

“A customer doesn’t have to design his own car; it’s already right there. He falls in love with it and—boom—he buys it. We’ve sold many vehicles that way. We’ve earned a reputation over the decades of having things that are different at Galpin.”

Source of Product Information—Internet Tops List

The SEMA/AutoPacific study supports Boeckmann’s views regarding accessorization and display vehicles. It was conducted using input from three distinct groups. First, was an Internet survey of consumers who either already had modified or planned to modify their newer-model (’07–’11) vehicles. A second Internet survey concentrated on consumers who had not modified their vehicles as well as those who may have been influenced by customized vehicles during their purchase decision even though they had chosen not to modify. The third consisted of telephone interviews with supervising personnel for eight major OEMs, including managers and directors of product planning, parts and accessories operations, accessory planning and consumer relations.

As with many industries, the automotive market suffered a decline over the past few years when the recession created a climate of wariness among consumers. In 2007, for instance, as many as 23% of consumers performed some type of modification to their vehicles. By the time the survey was carried out, that number had fallen to 14%, though, it may begin to rise again as the economy rebounds. Thus, the survey concluded, companies wishing to sell accessories to new-car buyers need to target and market to the core automotive enthusiast or help create interest at the time of purchase when consumers are most likely to be influenced.

“We’re always looking at trends, whether it’s at the SEMA Show or one of the numerous car shows we attend to see what’s out there,” Boeckmann said. “My dad always said that he got the best ideas from customers, so we listen to them to find out what they’d like to see. Our marketing is based on a lot of communication. For example, the Mustang specialist for Galpin Auto Sports will get together with the dealership’s Ford manager to talk about what they’re going to build.”

Ray Ott, director of operations for Auto Trim Design of Cleveland, a restyling and accessory installation business, said that a dealership may sometimes need to go outside its own inventory to please a customer and, in the process, build a reputation for accommodating and delivering on specific requests.

“A dealership supports its manufacturers’ parts programs first, of course,” he said. “For instance, the Ford group we work with has its own accessories, and their auto parts warehouse distributor also promotes its accessory lines. But if the customer wants a specific product—a particular tonneau cover or whatever—the dealership will want to get it for him or her. If it’s a brand name that a company such as Myers Distributing or Keystone carries, it’s an easy request to fulfill.”

Modifications—Top Half

The survey points out that simply seeing modified vehicles influences many consumers, which is all the more reason for dealerships to display one or more of them on the lot or in the showroom to attract traffic. And many consumers consult enthusiasts about both vehicles and accessories, viewing them as experts. Vehicle owners who choose to personalize their cars and trucks often have large spheres of influence with other consumers.

“That is really how my dad built Galpin Ford,” Boeckmann said, “and it’s also how we look at building Galpin Auto Sports. Word of mouth is the best advertising there is. We want to make our customers enthusiastic fans of the dealership and the accessories store. The most important thing we can do is make them so happy that they want to come back, bring their friends and refer people to us.”

Nearly 30% of those who either already have modified or plan to modify their vehicles were influenced to buy a certain model by the availability of accessory parts, the survey found. Aftermarket retailers were the number-one source of that equipment at 48%, but 23% also sourced parts from dealerships.

Tony Hinton is general manager of Auto Trim of Denver, a restyling shop and accessory installation business that works strictly with dealerships and does not offer retail services. He said that virtually all of the 150 or so dealerships his company works with each month carry an assortment of accessories.

“They may use different vendors for products other than those we install,” he said, “but we work hand in hand with those other vendors where we need to if the dealership wants to put together a complete package. We might install one or two of our items on an SUV or a pickup—maybe leather, navigation, mobile video—and then incorporate running boards or nerf bars from another vendor. But we try to facilitate all of that activity.”

	The survey said that consumers who were not interested in modifications pointed to price rather than warranty concerns as the reason for their hesitation, and all of the industry professionals we spoke with agreed that alleviating warranty concerns is crucial to their partnerships with new-car dealers. Courtesy of Galpin Auto Sports

The survey confirmed that the Internet is the source most often used by consumers when they search for information.
Second is actually seeing parts on a vehicle, third is friends or relatives and fourth is magazine ads or articles. Since it is impractical to have display vehicles showing all possible modifications, many accessory businesses are using the Internet as a key marketing tool in collaboration with their dealership clients.

“Our website, www.voguetire.com, has a build-a-car feature on it that allows dealerships and their customers to see different looks,” said Kevin Goyak, executive vice president of Vogue Tyre and Rubber Company. Vogue offers not only a range of tires and wheels, but also easily installed accessories, such as grilles, body kits and spoilers, to more than 500 dealerships each month. “We also use catalogs that are individualized by brand,” Goyak said. “They include all of the products we offer as well as price sheets. We can also custom-make a catalog with the dealership’s name on it. Our salespeople go in with everything they need to make a good sales call.”

The survey said that tires and wheels remain the most-sought modification, followed by audio and navigation. The majority of consumers who personalize their vehicles have someone else do the installation, though, experienced enthusiasts are more inclined to do the work themselves.

“Tires and wheels are the easiest things to change on a car, and they’re easy for a dealership to handle,” Goyak said. “The next item for our dealerships is usually a grille, which is still a big part of our business.”

Ott said that regional factors can also play a part in what sells and what dealerships are likely to concentrate on. “Up here in Ohio, we see a lot of truck accessories—tonneaus, vent visors, bug shields—and we also do a lot of graphics. Remote starts are also big here in the cold region.”

Influences to Modify Vehicle

• Adding a feature or functionality that the vehicle did not come with is the number-one reason that would influence non-modifiers to modify their vehicles.
• Those that were influenced would have a higher likelihood to modify if the accessories were available at the time of vehicle purchase.

The AutoPacific data looked at the advantages and disadvantages that consumers cited when having accessories installed through a dealership as opposed to a retail store. The survey respondents felt that the greatest benefits of working with a dealership were that the modifications could be completed before the vehicle was delivered using OEM parts that carried the factory warranty. On the retail side, consumers cited better pricing and the perception that the installers were specialists who possessed greater expertise than a dealership might offer, and they also said that aftermarket retailers offer higher-quality products. Goyak pointed out that financing also plays a part in making accessory sales more attractive through a dealership. The customer can roll the cost of modifications into the purchase price of the vehicle and add only a relatively small amount to the monthly payment.

“Financing has finally loosened up,” Goyak said. “The last two years have obviously been a challenge, but dealers are now more excited about being in business. That is definitely looking brighter.”

One-third of people say they would be influenced to modify their car, if they were guaranteed not to void the factory warranty, and all of the industry professionals we spoke with agreed that alleviating warranty concerns is crucial to their partnerships with new-car dealers.

“We are very particular about the products we buy,” Hinton said. “They have to meet International Organization for Standardization criteria, and all of our products have to have a minimum of a three-year and 36,000-mile manufacturer’s warranty. Our installers are also very specialized. They are SEMA certified and ASE certified in their particular fields of expertise.”

Goyak said that everything his company sells must meet or exceed the factory warranty on the vehicle, so Vogue matches the OEM warranty, and Boeckmann said that warranty plays a large part in which specialty-equipment manufacturers the Galpin businesses deal with.

“Most not only warranty their own part, but also other parts that might be affected if there were a problem,” he said. “The reason we’re in business is to give confidence to customers. If a customer has a problem with one of our installations, we’re going to take care of it for him.”

Even consumers who might not be inclined to personalize a vehicle’s looks or performance might consider adding a feature or function that didn’t come on the vehicle from the factory, according to the survey. Consumers were also more likely to make those types of modifications at the time they purchased a car or truck.

“We go after vehicles and trim levels where our product would seem to fit,” Hinton said. “In many cases, for instance, ordering a factory navigation system may require the customer to upgrade to an expensive package or a high-end trim level. But the customer may not want bigger wheels, a bigger engine, certain trim additions. All he wants is navigation. We are able to provide that kind of product à la carte to satisfy that particular customer’s demand.”

The largest accessory influence on consumers shopping for new cars or trucks came from customized vehicles on display in the showroom, followed by seeing personalized cars or trucks on the road and vehicle brochures.

“A display car often gets the customer’s appetite working,” said Boeckmann. “They’ll buy a car that has upgraded wheels at the dealership but then drive it across the street to the accessory store and get a body kit and an exhaust and other performance parts. It becomes like a hobby to a lot of people. That’s a lot of fun, and that’s the whole key to it. We try to make it fun for our customers.”

The SEMA/AutoPacific survey makes it clear that the availability of accessories has a positive influence on new-car sales. In the next issue of SEMA News, we’ll look at some of the other data from the perspective of new-car dealerships and OEM strategies regarding accessorization.

SEMA News—March 2011

Fresh Data Confirms Pros’ Views: Accessories Influence New-Car Sales

By Steve Campbell

The study looked at the persuasive effects created by accessory products, including which ones are likely to create the greatest influence. It delves into which vehicle types are more likely to be purchased based on product availability. The data also provide information about the influence customized vehicles have on the decision to purchase new vehicles by a range of different consumers, including those who do not normally modify their cars or trucks as well as those who do and, in some cases, those who are most zealous about customization. It also examines consumers’ perceptions of specialty-equipment products versus OEM aftermarket products.

The report is now available free for download by SEMA members ($199 for non-members), and it confirms what those involved in new-car sales, vehicle dealerships and the customization of new vehicles have understood for years: Accessories help sell new vehicles. In recent interviews, professionals in all three camps provided independent commentary that supported the assertions found in the study.

“The idea behind personalized display cars is that people see things they haven’t seen anywhere else when they walk into the showroom,” said Beau Boeckmann, vice president of the Galpin Ford dealership in North Hills, California. Boeckmann is also president of Galpin Premier Collection, a dealership for Aston Martin, Jaguar, Lotus, Volvo, Lincoln and Mazda, and Galpin Auto Sports LLC, a specialty-equipment business with an extensive inventory of both performance and cosmetic accessories. “We’re well known for our customized vehicles,” Boeckmann said.

“A customer doesn’t have to design his own car; it’s already right there. He falls in love with it and—boom—he buys it. We’ve sold many vehicles that way. We’ve earned a reputation over the decades of having things that are different at Galpin.”

Source of Product Information—Internet Tops List

The SEMA/AutoPacific study supports Boeckmann’s views regarding accessorization and display vehicles. It was conducted using input from three distinct groups. First, was an Internet survey of consumers who either already had modified or planned to modify their newer-model (’07–’11) vehicles. A second Internet survey concentrated on consumers who had not modified their vehicles as well as those who may have been influenced by customized vehicles during their purchase decision even though they had chosen not to modify. The third consisted of telephone interviews with supervising personnel for eight major OEMs, including managers and directors of product planning, parts and accessories operations, accessory planning and consumer relations.

As with many industries, the automotive market suffered a decline over the past few years when the recession created a climate of wariness among consumers. In 2007, for instance, as many as 23% of consumers performed some type of modification to their vehicles. By the time the survey was carried out, that number had fallen to 14%, though, it may begin to rise again as the economy rebounds. Thus, the survey concluded, companies wishing to sell accessories to new-car buyers need to target and market to the core automotive enthusiast or help create interest at the time of purchase when consumers are most likely to be influenced.

“We’re always looking at trends, whether it’s at the SEMA Show or one of the numerous car shows we attend to see what’s out there,” Boeckmann said. “My dad always said that he got the best ideas from customers, so we listen to them to find out what they’d like to see. Our marketing is based on a lot of communication. For example, the Mustang specialist for Galpin Auto Sports will get together with the dealership’s Ford manager to talk about what they’re going to build.”

Ray Ott, director of operations for Auto Trim Design of Cleveland, a restyling and accessory installation business, said that a dealership may sometimes need to go outside its own inventory to please a customer and, in the process, build a reputation for accommodating and delivering on specific requests.

“A dealership supports its manufacturers’ parts programs first, of course,” he said. “For instance, the Ford group we work with has its own accessories, and their auto parts warehouse distributor also promotes its accessory lines. But if the customer wants a specific product—a particular tonneau cover or whatever—the dealership will want to get it for him or her. If it’s a brand name that a company such as Myers Distributing or Keystone carries, it’s an easy request to fulfill.”

Modifications—Top Half

The survey points out that simply seeing modified vehicles influences many consumers, which is all the more reason for dealerships to display one or more of them on the lot or in the showroom to attract traffic. And many consumers consult enthusiasts about both vehicles and accessories, viewing them as experts. Vehicle owners who choose to personalize their cars and trucks often have large spheres of influence with other consumers.

“That is really how my dad built Galpin Ford,” Boeckmann said, “and it’s also how we look at building Galpin Auto Sports. Word of mouth is the best advertising there is. We want to make our customers enthusiastic fans of the dealership and the accessories store. The most important thing we can do is make them so happy that they want to come back, bring their friends and refer people to us.”

Nearly 30% of those who either already have modified or plan to modify their vehicles were influenced to buy a certain model by the availability of accessory parts, the survey found. Aftermarket retailers were the number-one source of that equipment at 48%, but 23% also sourced parts from dealerships.

Tony Hinton is general manager of Auto Trim of Denver, a restyling shop and accessory installation business that works strictly with dealerships and does not offer retail services. He said that virtually all of the 150 or so dealerships his company works with each month carry an assortment of accessories.

“They may use different vendors for products other than those we install,” he said, “but we work hand in hand with those other vendors where we need to if the dealership wants to put together a complete package. We might install one or two of our items on an SUV or a pickup—maybe leather, navigation, mobile video—and then incorporate running boards or nerf bars from another vendor. But we try to facilitate all of that activity.”

	The survey said that consumers who were not interested in modifications pointed to price rather than warranty concerns as the reason for their hesitation, and all of the industry professionals we spoke with agreed that alleviating warranty concerns is crucial to their partnerships with new-car dealers. Courtesy of Galpin Auto Sports

The survey confirmed that the Internet is the source most often used by consumers when they search for information.
Second is actually seeing parts on a vehicle, third is friends or relatives and fourth is magazine ads or articles. Since it is impractical to have display vehicles showing all possible modifications, many accessory businesses are using the Internet as a key marketing tool in collaboration with their dealership clients.

“Our website, www.voguetire.com, has a build-a-car feature on it that allows dealerships and their customers to see different looks,” said Kevin Goyak, executive vice president of Vogue Tyre and Rubber Company. Vogue offers not only a range of tires and wheels, but also easily installed accessories, such as grilles, body kits and spoilers, to more than 500 dealerships each month. “We also use catalogs that are individualized by brand,” Goyak said. “They include all of the products we offer as well as price sheets. We can also custom-make a catalog with the dealership’s name on it. Our salespeople go in with everything they need to make a good sales call.”

The survey said that tires and wheels remain the most-sought modification, followed by audio and navigation. The majority of consumers who personalize their vehicles have someone else do the installation, though, experienced enthusiasts are more inclined to do the work themselves.

“Tires and wheels are the easiest things to change on a car, and they’re easy for a dealership to handle,” Goyak said. “The next item for our dealerships is usually a grille, which is still a big part of our business.”

Ott said that regional factors can also play a part in what sells and what dealerships are likely to concentrate on. “Up here in Ohio, we see a lot of truck accessories—tonneaus, vent visors, bug shields—and we also do a lot of graphics. Remote starts are also big here in the cold region.”

Influences to Modify Vehicle

• Adding a feature or functionality that the vehicle did not come with is the number-one reason that would influence non-modifiers to modify their vehicles.
• Those that were influenced would have a higher likelihood to modify if the accessories were available at the time of vehicle purchase.

The AutoPacific data looked at the advantages and disadvantages that consumers cited when having accessories installed through a dealership as opposed to a retail store. The survey respondents felt that the greatest benefits of working with a dealership were that the modifications could be completed before the vehicle was delivered using OEM parts that carried the factory warranty. On the retail side, consumers cited better pricing and the perception that the installers were specialists who possessed greater expertise than a dealership might offer, and they also said that aftermarket retailers offer higher-quality products. Goyak pointed out that financing also plays a part in making accessory sales more attractive through a dealership. The customer can roll the cost of modifications into the purchase price of the vehicle and add only a relatively small amount to the monthly payment.

“Financing has finally loosened up,” Goyak said. “The last two years have obviously been a challenge, but dealers are now more excited about being in business. That is definitely looking brighter.”

One-third of people say they would be influenced to modify their car, if they were guaranteed not to void the factory warranty, and all of the industry professionals we spoke with agreed that alleviating warranty concerns is crucial to their partnerships with new-car dealers.

“We are very particular about the products we buy,” Hinton said. “They have to meet International Organization for Standardization criteria, and all of our products have to have a minimum of a three-year and 36,000-mile manufacturer’s warranty. Our installers are also very specialized. They are SEMA certified and ASE certified in their particular fields of expertise.”

Goyak said that everything his company sells must meet or exceed the factory warranty on the vehicle, so Vogue matches the OEM warranty, and Boeckmann said that warranty plays a large part in which specialty-equipment manufacturers the Galpin businesses deal with.

“Most not only warranty their own part, but also other parts that might be affected if there were a problem,” he said. “The reason we’re in business is to give confidence to customers. If a customer has a problem with one of our installations, we’re going to take care of it for him.”

Even consumers who might not be inclined to personalize a vehicle’s looks or performance might consider adding a feature or function that didn’t come on the vehicle from the factory, according to the survey. Consumers were also more likely to make those types of modifications at the time they purchased a car or truck.

“We go after vehicles and trim levels where our product would seem to fit,” Hinton said. “In many cases, for instance, ordering a factory navigation system may require the customer to upgrade to an expensive package or a high-end trim level. But the customer may not want bigger wheels, a bigger engine, certain trim additions. All he wants is navigation. We are able to provide that kind of product à la carte to satisfy that particular customer’s demand.”

The largest accessory influence on consumers shopping for new cars or trucks came from customized vehicles on display in the showroom, followed by seeing personalized cars or trucks on the road and vehicle brochures.

“A display car often gets the customer’s appetite working,” said Boeckmann. “They’ll buy a car that has upgraded wheels at the dealership but then drive it across the street to the accessory store and get a body kit and an exhaust and other performance parts. It becomes like a hobby to a lot of people. That’s a lot of fun, and that’s the whole key to it. We try to make it fun for our customers.”

The SEMA/AutoPacific survey makes it clear that the availability of accessories has a positive influence on new-car sales. In the next issue of SEMA News, we’ll look at some of the other data from the perspective of new-car dealerships and OEM strategies regarding accessorization.

SEMA News—March 2011

Fresh Data Confirms Pros’ Views: Accessories Influence New-Car Sales

By Steve Campbell

The study looked at the persuasive effects created by accessory products, including which ones are likely to create the greatest influence. It delves into which vehicle types are more likely to be purchased based on product availability. The data also provide information about the influence customized vehicles have on the decision to purchase new vehicles by a range of different consumers, including those who do not normally modify their cars or trucks as well as those who do and, in some cases, those who are most zealous about customization. It also examines consumers’ perceptions of specialty-equipment products versus OEM aftermarket products.

The report is now available free for download by SEMA members ($199 for non-members), and it confirms what those involved in new-car sales, vehicle dealerships and the customization of new vehicles have understood for years: Accessories help sell new vehicles. In recent interviews, professionals in all three camps provided independent commentary that supported the assertions found in the study.

“The idea behind personalized display cars is that people see things they haven’t seen anywhere else when they walk into the showroom,” said Beau Boeckmann, vice president of the Galpin Ford dealership in North Hills, California. Boeckmann is also president of Galpin Premier Collection, a dealership for Aston Martin, Jaguar, Lotus, Volvo, Lincoln and Mazda, and Galpin Auto Sports LLC, a specialty-equipment business with an extensive inventory of both performance and cosmetic accessories. “We’re well known for our customized vehicles,” Boeckmann said.

“A customer doesn’t have to design his own car; it’s already right there. He falls in love with it and—boom—he buys it. We’ve sold many vehicles that way. We’ve earned a reputation over the decades of having things that are different at Galpin.”

Source of Product Information—Internet Tops List

The SEMA/AutoPacific study supports Boeckmann’s views regarding accessorization and display vehicles. It was conducted using input from three distinct groups. First, was an Internet survey of consumers who either already had modified or planned to modify their newer-model (’07–’11) vehicles. A second Internet survey concentrated on consumers who had not modified their vehicles as well as those who may have been influenced by customized vehicles during their purchase decision even though they had chosen not to modify. The third consisted of telephone interviews with supervising personnel for eight major OEMs, including managers and directors of product planning, parts and accessories operations, accessory planning and consumer relations.

As with many industries, the automotive market suffered a decline over the past few years when the recession created a climate of wariness among consumers. In 2007, for instance, as many as 23% of consumers performed some type of modification to their vehicles. By the time the survey was carried out, that number had fallen to 14%, though, it may begin to rise again as the economy rebounds. Thus, the survey concluded, companies wishing to sell accessories to new-car buyers need to target and market to the core automotive enthusiast or help create interest at the time of purchase when consumers are most likely to be influenced.

“We’re always looking at trends, whether it’s at the SEMA Show or one of the numerous car shows we attend to see what’s out there,” Boeckmann said. “My dad always said that he got the best ideas from customers, so we listen to them to find out what they’d like to see. Our marketing is based on a lot of communication. For example, the Mustang specialist for Galpin Auto Sports will get together with the dealership’s Ford manager to talk about what they’re going to build.”

Ray Ott, director of operations for Auto Trim Design of Cleveland, a restyling and accessory installation business, said that a dealership may sometimes need to go outside its own inventory to please a customer and, in the process, build a reputation for accommodating and delivering on specific requests.

“A dealership supports its manufacturers’ parts programs first, of course,” he said. “For instance, the Ford group we work with has its own accessories, and their auto parts warehouse distributor also promotes its accessory lines. But if the customer wants a specific product—a particular tonneau cover or whatever—the dealership will want to get it for him or her. If it’s a brand name that a company such as Myers Distributing or Keystone carries, it’s an easy request to fulfill.”

Modifications—Top Half

The survey points out that simply seeing modified vehicles influences many consumers, which is all the more reason for dealerships to display one or more of them on the lot or in the showroom to attract traffic. And many consumers consult enthusiasts about both vehicles and accessories, viewing them as experts. Vehicle owners who choose to personalize their cars and trucks often have large spheres of influence with other consumers.

“That is really how my dad built Galpin Ford,” Boeckmann said, “and it’s also how we look at building Galpin Auto Sports. Word of mouth is the best advertising there is. We want to make our customers enthusiastic fans of the dealership and the accessories store. The most important thing we can do is make them so happy that they want to come back, bring their friends and refer people to us.”

Nearly 30% of those who either already have modified or plan to modify their vehicles were influenced to buy a certain model by the availability of accessory parts, the survey found. Aftermarket retailers were the number-one source of that equipment at 48%, but 23% also sourced parts from dealerships.

Tony Hinton is general manager of Auto Trim of Denver, a restyling shop and accessory installation business that works strictly with dealerships and does not offer retail services. He said that virtually all of the 150 or so dealerships his company works with each month carry an assortment of accessories.

“They may use different vendors for products other than those we install,” he said, “but we work hand in hand with those other vendors where we need to if the dealership wants to put together a complete package. We might install one or two of our items on an SUV or a pickup—maybe leather, navigation, mobile video—and then incorporate running boards or nerf bars from another vendor. But we try to facilitate all of that activity.”

	The survey said that consumers who were not interested in modifications pointed to price rather than warranty concerns as the reason for their hesitation, and all of the industry professionals we spoke with agreed that alleviating warranty concerns is crucial to their partnerships with new-car dealers. Courtesy of Galpin Auto Sports

The survey confirmed that the Internet is the source most often used by consumers when they search for information.
Second is actually seeing parts on a vehicle, third is friends or relatives and fourth is magazine ads or articles. Since it is impractical to have display vehicles showing all possible modifications, many accessory businesses are using the Internet as a key marketing tool in collaboration with their dealership clients.

“Our website, www.voguetire.com, has a build-a-car feature on it that allows dealerships and their customers to see different looks,” said Kevin Goyak, executive vice president of Vogue Tyre and Rubber Company. Vogue offers not only a range of tires and wheels, but also easily installed accessories, such as grilles, body kits and spoilers, to more than 500 dealerships each month. “We also use catalogs that are individualized by brand,” Goyak said. “They include all of the products we offer as well as price sheets. We can also custom-make a catalog with the dealership’s name on it. Our salespeople go in with everything they need to make a good sales call.”

The survey said that tires and wheels remain the most-sought modification, followed by audio and navigation. The majority of consumers who personalize their vehicles have someone else do the installation, though, experienced enthusiasts are more inclined to do the work themselves.

“Tires and wheels are the easiest things to change on a car, and they’re easy for a dealership to handle,” Goyak said. “The next item for our dealerships is usually a grille, which is still a big part of our business.”

Ott said that regional factors can also play a part in what sells and what dealerships are likely to concentrate on. “Up here in Ohio, we see a lot of truck accessories—tonneaus, vent visors, bug shields—and we also do a lot of graphics. Remote starts are also big here in the cold region.”

Influences to Modify Vehicle

• Adding a feature or functionality that the vehicle did not come with is the number-one reason that would influence non-modifiers to modify their vehicles.
• Those that were influenced would have a higher likelihood to modify if the accessories were available at the time of vehicle purchase.

The AutoPacific data looked at the advantages and disadvantages that consumers cited when having accessories installed through a dealership as opposed to a retail store. The survey respondents felt that the greatest benefits of working with a dealership were that the modifications could be completed before the vehicle was delivered using OEM parts that carried the factory warranty. On the retail side, consumers cited better pricing and the perception that the installers were specialists who possessed greater expertise than a dealership might offer, and they also said that aftermarket retailers offer higher-quality products. Goyak pointed out that financing also plays a part in making accessory sales more attractive through a dealership. The customer can roll the cost of modifications into the purchase price of the vehicle and add only a relatively small amount to the monthly payment.

“Financing has finally loosened up,” Goyak said. “The last two years have obviously been a challenge, but dealers are now more excited about being in business. That is definitely looking brighter.”

One-third of people say they would be influenced to modify their car, if they were guaranteed not to void the factory warranty, and all of the industry professionals we spoke with agreed that alleviating warranty concerns is crucial to their partnerships with new-car dealers.

“We are very particular about the products we buy,” Hinton said. “They have to meet International Organization for Standardization criteria, and all of our products have to have a minimum of a three-year and 36,000-mile manufacturer’s warranty. Our installers are also very specialized. They are SEMA certified and ASE certified in their particular fields of expertise.”

Goyak said that everything his company sells must meet or exceed the factory warranty on the vehicle, so Vogue matches the OEM warranty, and Boeckmann said that warranty plays a large part in which specialty-equipment manufacturers the Galpin businesses deal with.

“Most not only warranty their own part, but also other parts that might be affected if there were a problem,” he said. “The reason we’re in business is to give confidence to customers. If a customer has a problem with one of our installations, we’re going to take care of it for him.”

Even consumers who might not be inclined to personalize a vehicle’s looks or performance might consider adding a feature or function that didn’t come on the vehicle from the factory, according to the survey. Consumers were also more likely to make those types of modifications at the time they purchased a car or truck.

“We go after vehicles and trim levels where our product would seem to fit,” Hinton said. “In many cases, for instance, ordering a factory navigation system may require the customer to upgrade to an expensive package or a high-end trim level. But the customer may not want bigger wheels, a bigger engine, certain trim additions. All he wants is navigation. We are able to provide that kind of product à la carte to satisfy that particular customer’s demand.”

The largest accessory influence on consumers shopping for new cars or trucks came from customized vehicles on display in the showroom, followed by seeing personalized cars or trucks on the road and vehicle brochures.

“A display car often gets the customer’s appetite working,” said Boeckmann. “They’ll buy a car that has upgraded wheels at the dealership but then drive it across the street to the accessory store and get a body kit and an exhaust and other performance parts. It becomes like a hobby to a lot of people. That’s a lot of fun, and that’s the whole key to it. We try to make it fun for our customers.”

The SEMA/AutoPacific survey makes it clear that the availability of accessories has a positive influence on new-car sales. In the next issue of SEMA News, we’ll look at some of the other data from the perspective of new-car dealerships and OEM strategies regarding accessorization.

SEMA News—March 2011

Fresh Data Confirms Pros’ Views: Accessories Influence New-Car Sales

By Steve Campbell

The study looked at the persuasive effects created by accessory products, including which ones are likely to create the greatest influence. It delves into which vehicle types are more likely to be purchased based on product availability. The data also provide information about the influence customized vehicles have on the decision to purchase new vehicles by a range of different consumers, including those who do not normally modify their cars or trucks as well as those who do and, in some cases, those who are most zealous about customization. It also examines consumers’ perceptions of specialty-equipment products versus OEM aftermarket products.

The report is now available free for download by SEMA members ($199 for non-members), and it confirms what those involved in new-car sales, vehicle dealerships and the customization of new vehicles have understood for years: Accessories help sell new vehicles. In recent interviews, professionals in all three camps provided independent commentary that supported the assertions found in the study.

“The idea behind personalized display cars is that people see things they haven’t seen anywhere else when they walk into the showroom,” said Beau Boeckmann, vice president of the Galpin Ford dealership in North Hills, California. Boeckmann is also president of Galpin Premier Collection, a dealership for Aston Martin, Jaguar, Lotus, Volvo, Lincoln and Mazda, and Galpin Auto Sports LLC, a specialty-equipment business with an extensive inventory of both performance and cosmetic accessories. “We’re well known for our customized vehicles,” Boeckmann said.

“A customer doesn’t have to design his own car; it’s already right there. He falls in love with it and—boom—he buys it. We’ve sold many vehicles that way. We’ve earned a reputation over the decades of having things that are different at Galpin.”

Source of Product Information—Internet Tops List

The SEMA/AutoPacific study supports Boeckmann’s views regarding accessorization and display vehicles. It was conducted using input from three distinct groups. First, was an Internet survey of consumers who either already had modified or planned to modify their newer-model (’07–’11) vehicles. A second Internet survey concentrated on consumers who had not modified their vehicles as well as those who may have been influenced by customized vehicles during their purchase decision even though they had chosen not to modify. The third consisted of telephone interviews with supervising personnel for eight major OEMs, including managers and directors of product planning, parts and accessories operations, accessory planning and consumer relations.

As with many industries, the automotive market suffered a decline over the past few years when the recession created a climate of wariness among consumers. In 2007, for instance, as many as 23% of consumers performed some type of modification to their vehicles. By the time the survey was carried out, that number had fallen to 14%, though, it may begin to rise again as the economy rebounds. Thus, the survey concluded, companies wishing to sell accessories to new-car buyers need to target and market to the core automotive enthusiast or help create interest at the time of purchase when consumers are most likely to be influenced.

“We’re always looking at trends, whether it’s at the SEMA Show or one of the numerous car shows we attend to see what’s out there,” Boeckmann said. “My dad always said that he got the best ideas from customers, so we listen to them to find out what they’d like to see. Our marketing is based on a lot of communication. For example, the Mustang specialist for Galpin Auto Sports will get together with the dealership’s Ford manager to talk about what they’re going to build.”

Ray Ott, director of operations for Auto Trim Design of Cleveland, a restyling and accessory installation business, said that a dealership may sometimes need to go outside its own inventory to please a customer and, in the process, build a reputation for accommodating and delivering on specific requests.

“A dealership supports its manufacturers’ parts programs first, of course,” he said. “For instance, the Ford group we work with has its own accessories, and their auto parts warehouse distributor also promotes its accessory lines. But if the customer wants a specific product—a particular tonneau cover or whatever—the dealership will want to get it for him or her. If it’s a brand name that a company such as Myers Distributing or Keystone carries, it’s an easy request to fulfill.”

Modifications—Top Half

The survey points out that simply seeing modified vehicles influences many consumers, which is all the more reason for dealerships to display one or more of them on the lot or in the showroom to attract traffic. And many consumers consult enthusiasts about both vehicles and accessories, viewing them as experts. Vehicle owners who choose to personalize their cars and trucks often have large spheres of influence with other consumers.

“That is really how my dad built Galpin Ford,” Boeckmann said, “and it’s also how we look at building Galpin Auto Sports. Word of mouth is the best advertising there is. We want to make our customers enthusiastic fans of the dealership and the accessories store. The most important thing we can do is make them so happy that they want to come back, bring their friends and refer people to us.”

Nearly 30% of those who either already have modified or plan to modify their vehicles were influenced to buy a certain model by the availability of accessory parts, the survey found. Aftermarket retailers were the number-one source of that equipment at 48%, but 23% also sourced parts from dealerships.

Tony Hinton is general manager of Auto Trim of Denver, a restyling shop and accessory installation business that works strictly with dealerships and does not offer retail services. He said that virtually all of the 150 or so dealerships his company works with each month carry an assortment of accessories.

“They may use different vendors for products other than those we install,” he said, “but we work hand in hand with those other vendors where we need to if the dealership wants to put together a complete package. We might install one or two of our items on an SUV or a pickup—maybe leather, navigation, mobile video—and then incorporate running boards or nerf bars from another vendor. But we try to facilitate all of that activity.”

	The survey said that consumers who were not interested in modifications pointed to price rather than warranty concerns as the reason for their hesitation, and all of the industry professionals we spoke with agreed that alleviating warranty concerns is crucial to their partnerships with new-car dealers. Courtesy of Galpin Auto Sports

The survey confirmed that the Internet is the source most often used by consumers when they search for information.
Second is actually seeing parts on a vehicle, third is friends or relatives and fourth is magazine ads or articles. Since it is impractical to have display vehicles showing all possible modifications, many accessory businesses are using the Internet as a key marketing tool in collaboration with their dealership clients.

“Our website, www.voguetire.com, has a build-a-car feature on it that allows dealerships and their customers to see different looks,” said Kevin Goyak, executive vice president of Vogue Tyre and Rubber Company. Vogue offers not only a range of tires and wheels, but also easily installed accessories, such as grilles, body kits and spoilers, to more than 500 dealerships each month. “We also use catalogs that are individualized by brand,” Goyak said. “They include all of the products we offer as well as price sheets. We can also custom-make a catalog with the dealership’s name on it. Our salespeople go in with everything they need to make a good sales call.”

The survey said that tires and wheels remain the most-sought modification, followed by audio and navigation. The majority of consumers who personalize their vehicles have someone else do the installation, though, experienced enthusiasts are more inclined to do the work themselves.

“Tires and wheels are the easiest things to change on a car, and they’re easy for a dealership to handle,” Goyak said. “The next item for our dealerships is usually a grille, which is still a big part of our business.”

Ott said that regional factors can also play a part in what sells and what dealerships are likely to concentrate on. “Up here in Ohio, we see a lot of truck accessories—tonneaus, vent visors, bug shields—and we also do a lot of graphics. Remote starts are also big here in the cold region.”

Influences to Modify Vehicle

• Adding a feature or functionality that the vehicle did not come with is the number-one reason that would influence non-modifiers to modify their vehicles.
• Those that were influenced would have a higher likelihood to modify if the accessories were available at the time of vehicle purchase.

The AutoPacific data looked at the advantages and disadvantages that consumers cited when having accessories installed through a dealership as opposed to a retail store. The survey respondents felt that the greatest benefits of working with a dealership were that the modifications could be completed before the vehicle was delivered using OEM parts that carried the factory warranty. On the retail side, consumers cited better pricing and the perception that the installers were specialists who possessed greater expertise than a dealership might offer, and they also said that aftermarket retailers offer higher-quality products. Goyak pointed out that financing also plays a part in making accessory sales more attractive through a dealership. The customer can roll the cost of modifications into the purchase price of the vehicle and add only a relatively small amount to the monthly payment.

“Financing has finally loosened up,” Goyak said. “The last two years have obviously been a challenge, but dealers are now more excited about being in business. That is definitely looking brighter.”

One-third of people say they would be influenced to modify their car, if they were guaranteed not to void the factory warranty, and all of the industry professionals we spoke with agreed that alleviating warranty concerns is crucial to their partnerships with new-car dealers.

“We are very particular about the products we buy,” Hinton said. “They have to meet International Organization for Standardization criteria, and all of our products have to have a minimum of a three-year and 36,000-mile manufacturer’s warranty. Our installers are also very specialized. They are SEMA certified and ASE certified in their particular fields of expertise.”

Goyak said that everything his company sells must meet or exceed the factory warranty on the vehicle, so Vogue matches the OEM warranty, and Boeckmann said that warranty plays a large part in which specialty-equipment manufacturers the Galpin businesses deal with.

“Most not only warranty their own part, but also other parts that might be affected if there were a problem,” he said. “The reason we’re in business is to give confidence to customers. If a customer has a problem with one of our installations, we’re going to take care of it for him.”

Even consumers who might not be inclined to personalize a vehicle’s looks or performance might consider adding a feature or function that didn’t come on the vehicle from the factory, according to the survey. Consumers were also more likely to make those types of modifications at the time they purchased a car or truck.

“We go after vehicles and trim levels where our product would seem to fit,” Hinton said. “In many cases, for instance, ordering a factory navigation system may require the customer to upgrade to an expensive package or a high-end trim level. But the customer may not want bigger wheels, a bigger engine, certain trim additions. All he wants is navigation. We are able to provide that kind of product à la carte to satisfy that particular customer’s demand.”

The largest accessory influence on consumers shopping for new cars or trucks came from customized vehicles on display in the showroom, followed by seeing personalized cars or trucks on the road and vehicle brochures.

“A display car often gets the customer’s appetite working,” said Boeckmann. “They’ll buy a car that has upgraded wheels at the dealership but then drive it across the street to the accessory store and get a body kit and an exhaust and other performance parts. It becomes like a hobby to a lot of people. That’s a lot of fun, and that’s the whole key to it. We try to make it fun for our customers.”

The SEMA/AutoPacific survey makes it clear that the availability of accessories has a positive influence on new-car sales. In the next issue of SEMA News, we’ll look at some of the other data from the perspective of new-car dealerships and OEM strategies regarding accessorization.

SEMA News—March 2011

Fresh Data Confirms Pros’ Views: Accessories Influence New-Car Sales

By Steve Campbell

The study looked at the persuasive effects created by accessory products, including which ones are likely to create the greatest influence. It delves into which vehicle types are more likely to be purchased based on product availability. The data also provide information about the influence customized vehicles have on the decision to purchase new vehicles by a range of different consumers, including those who do not normally modify their cars or trucks as well as those who do and, in some cases, those who are most zealous about customization. It also examines consumers’ perceptions of specialty-equipment products versus OEM aftermarket products.

The report is now available free for download by SEMA members ($199 for non-members), and it confirms what those involved in new-car sales, vehicle dealerships and the customization of new vehicles have understood for years: Accessories help sell new vehicles. In recent interviews, professionals in all three camps provided independent commentary that supported the assertions found in the study.

“The idea behind personalized display cars is that people see things they haven’t seen anywhere else when they walk into the showroom,” said Beau Boeckmann, vice president of the Galpin Ford dealership in North Hills, California. Boeckmann is also president of Galpin Premier Collection, a dealership for Aston Martin, Jaguar, Lotus, Volvo, Lincoln and Mazda, and Galpin Auto Sports LLC, a specialty-equipment business with an extensive inventory of both performance and cosmetic accessories. “We’re well known for our customized vehicles,” Boeckmann said.

“A customer doesn’t have to design his own car; it’s already right there. He falls in love with it and—boom—he buys it. We’ve sold many vehicles that way. We’ve earned a reputation over the decades of having things that are different at Galpin.”

Source of Product Information—Internet Tops List

The SEMA/AutoPacific study supports Boeckmann’s views regarding accessorization and display vehicles. It was conducted using input from three distinct groups. First, was an Internet survey of consumers who either already had modified or planned to modify their newer-model (’07–’11) vehicles. A second Internet survey concentrated on consumers who had not modified their vehicles as well as those who may have been influenced by customized vehicles during their purchase decision even though they had chosen not to modify. The third consisted of telephone interviews with supervising personnel for eight major OEMs, including managers and directors of product planning, parts and accessories operations, accessory planning and consumer relations.

As with many industries, the automotive market suffered a decline over the past few years when the recession created a climate of wariness among consumers. In 2007, for instance, as many as 23% of consumers performed some type of modification to their vehicles. By the time the survey was carried out, that number had fallen to 14%, though, it may begin to rise again as the economy rebounds. Thus, the survey concluded, companies wishing to sell accessories to new-car buyers need to target and market to the core automotive enthusiast or help create interest at the time of purchase when consumers are most likely to be influenced.

“We’re always looking at trends, whether it’s at the SEMA Show or one of the numerous car shows we attend to see what’s out there,” Boeckmann said. “My dad always said that he got the best ideas from customers, so we listen to them to find out what they’d like to see. Our marketing is based on a lot of communication. For example, the Mustang specialist for Galpin Auto Sports will get together with the dealership’s Ford manager to talk about what they’re going to build.”

Ray Ott, director of operations for Auto Trim Design of Cleveland, a restyling and accessory installation business, said that a dealership may sometimes need to go outside its own inventory to please a customer and, in the process, build a reputation for accommodating and delivering on specific requests.

“A dealership supports its manufacturers’ parts programs first, of course,” he said. “For instance, the Ford group we work with has its own accessories, and their auto parts warehouse distributor also promotes its accessory lines. But if the customer wants a specific product—a particular tonneau cover or whatever—the dealership will want to get it for him or her. If it’s a brand name that a company such as Myers Distributing or Keystone carries, it’s an easy request to fulfill.”

Modifications—Top Half

The survey points out that simply seeing modified vehicles influences many consumers, which is all the more reason for dealerships to display one or more of them on the lot or in the showroom to attract traffic. And many consumers consult enthusiasts about both vehicles and accessories, viewing them as experts. Vehicle owners who choose to personalize their cars and trucks often have large spheres of influence with other consumers.

“That is really how my dad built Galpin Ford,” Boeckmann said, “and it’s also how we look at building Galpin Auto Sports. Word of mouth is the best advertising there is. We want to make our customers enthusiastic fans of the dealership and the accessories store. The most important thing we can do is make them so happy that they want to come back, bring their friends and refer people to us.”

Nearly 30% of those who either already have modified or plan to modify their vehicles were influenced to buy a certain model by the availability of accessory parts, the survey found. Aftermarket retailers were the number-one source of that equipment at 48%, but 23% also sourced parts from dealerships.

Tony Hinton is general manager of Auto Trim of Denver, a restyling shop and accessory installation business that works strictly with dealerships and does not offer retail services. He said that virtually all of the 150 or so dealerships his company works with each month carry an assortment of accessories.

“They may use different vendors for products other than those we install,” he said, “but we work hand in hand with those other vendors where we need to if the dealership wants to put together a complete package. We might install one or two of our items on an SUV or a pickup—maybe leather, navigation, mobile video—and then incorporate running boards or nerf bars from another vendor. But we try to facilitate all of that activity.”

	The survey said that consumers who were not interested in modifications pointed to price rather than warranty concerns as the reason for their hesitation, and all of the industry professionals we spoke with agreed that alleviating warranty concerns is crucial to their partnerships with new-car dealers. Courtesy of Galpin Auto Sports

The survey confirmed that the Internet is the source most often used by consumers when they search for information.
Second is actually seeing parts on a vehicle, third is friends or relatives and fourth is magazine ads or articles. Since it is impractical to have display vehicles showing all possible modifications, many accessory businesses are using the Internet as a key marketing tool in collaboration with their dealership clients.

“Our website, www.voguetire.com, has a build-a-car feature on it that allows dealerships and their customers to see different looks,” said Kevin Goyak, executive vice president of Vogue Tyre and Rubber Company. Vogue offers not only a range of tires and wheels, but also easily installed accessories, such as grilles, body kits and spoilers, to more than 500 dealerships each month. “We also use catalogs that are individualized by brand,” Goyak said. “They include all of the products we offer as well as price sheets. We can also custom-make a catalog with the dealership’s name on it. Our salespeople go in with everything they need to make a good sales call.”

The survey said that tires and wheels remain the most-sought modification, followed by audio and navigation. The majority of consumers who personalize their vehicles have someone else do the installation, though, experienced enthusiasts are more inclined to do the work themselves.

“Tires and wheels are the easiest things to change on a car, and they’re easy for a dealership to handle,” Goyak said. “The next item for our dealerships is usually a grille, which is still a big part of our business.”

Ott said that regional factors can also play a part in what sells and what dealerships are likely to concentrate on. “Up here in Ohio, we see a lot of truck accessories—tonneaus, vent visors, bug shields—and we also do a lot of graphics. Remote starts are also big here in the cold region.”

Influences to Modify Vehicle

• Adding a feature or functionality that the vehicle did not come with is the number-one reason that would influence non-modifiers to modify their vehicles.
• Those that were influenced would have a higher likelihood to modify if the accessories were available at the time of vehicle purchase.

The AutoPacific data looked at the advantages and disadvantages that consumers cited when having accessories installed through a dealership as opposed to a retail store. The survey respondents felt that the greatest benefits of working with a dealership were that the modifications could be completed before the vehicle was delivered using OEM parts that carried the factory warranty. On the retail side, consumers cited better pricing and the perception that the installers were specialists who possessed greater expertise than a dealership might offer, and they also said that aftermarket retailers offer higher-quality products. Goyak pointed out that financing also plays a part in making accessory sales more attractive through a dealership. The customer can roll the cost of modifications into the purchase price of the vehicle and add only a relatively small amount to the monthly payment.

“Financing has finally loosened up,” Goyak said. “The last two years have obviously been a challenge, but dealers are now more excited about being in business. That is definitely looking brighter.”

One-third of people say they would be influenced to modify their car, if they were guaranteed not to void the factory warranty, and all of the industry professionals we spoke with agreed that alleviating warranty concerns is crucial to their partnerships with new-car dealers.

“We are very particular about the products we buy,” Hinton said. “They have to meet International Organization for Standardization criteria, and all of our products have to have a minimum of a three-year and 36,000-mile manufacturer’s warranty. Our installers are also very specialized. They are SEMA certified and ASE certified in their particular fields of expertise.”

Goyak said that everything his company sells must meet or exceed the factory warranty on the vehicle, so Vogue matches the OEM warranty, and Boeckmann said that warranty plays a large part in which specialty-equipment manufacturers the Galpin businesses deal with.

“Most not only warranty their own part, but also other parts that might be affected if there were a problem,” he said. “The reason we’re in business is to give confidence to customers. If a customer has a problem with one of our installations, we’re going to take care of it for him.”

Even consumers who might not be inclined to personalize a vehicle’s looks or performance might consider adding a feature or function that didn’t come on the vehicle from the factory, according to the survey. Consumers were also more likely to make those types of modifications at the time they purchased a car or truck.

“We go after vehicles and trim levels where our product would seem to fit,” Hinton said. “In many cases, for instance, ordering a factory navigation system may require the customer to upgrade to an expensive package or a high-end trim level. But the customer may not want bigger wheels, a bigger engine, certain trim additions. All he wants is navigation. We are able to provide that kind of product à la carte to satisfy that particular customer’s demand.”

The largest accessory influence on consumers shopping for new cars or trucks came from customized vehicles on display in the showroom, followed by seeing personalized cars or trucks on the road and vehicle brochures.

“A display car often gets the customer’s appetite working,” said Boeckmann. “They’ll buy a car that has upgraded wheels at the dealership but then drive it across the street to the accessory store and get a body kit and an exhaust and other performance parts. It becomes like a hobby to a lot of people. That’s a lot of fun, and that’s the whole key to it. We try to make it fun for our customers.”

The SEMA/AutoPacific survey makes it clear that the availability of accessories has a positive influence on new-car sales. In the next issue of SEMA News, we’ll look at some of the other data from the perspective of new-car dealerships and OEM strategies regarding accessorization.

SEMA News—March 2011

Fresh Data Confirms Pros’ Views: Accessories Influence New-Car Sales

By Steve Campbell

The study looked at the persuasive effects created by accessory products, including which ones are likely to create the greatest influence. It delves into which vehicle types are more likely to be purchased based on product availability. The data also provide information about the influence customized vehicles have on the decision to purchase new vehicles by a range of different consumers, including those who do not normally modify their cars or trucks as well as those who do and, in some cases, those who are most zealous about customization. It also examines consumers’ perceptions of specialty-equipment products versus OEM aftermarket products.

The report is now available free for download by SEMA members ($199 for non-members), and it confirms what those involved in new-car sales, vehicle dealerships and the customization of new vehicles have understood for years: Accessories help sell new vehicles. In recent interviews, professionals in all three camps provided independent commentary that supported the assertions found in the study.

“The idea behind personalized display cars is that people see things they haven’t seen anywhere else when they walk into the showroom,” said Beau Boeckmann, vice president of the Galpin Ford dealership in North Hills, California. Boeckmann is also president of Galpin Premier Collection, a dealership for Aston Martin, Jaguar, Lotus, Volvo, Lincoln and Mazda, and Galpin Auto Sports LLC, a specialty-equipment business with an extensive inventory of both performance and cosmetic accessories. “We’re well known for our customized vehicles,” Boeckmann said.

“A customer doesn’t have to design his own car; it’s already right there. He falls in love with it and—boom—he buys it. We’ve sold many vehicles that way. We’ve earned a reputation over the decades of having things that are different at Galpin.”

Source of Product Information—Internet Tops List

The SEMA/AutoPacific study supports Boeckmann’s views regarding accessorization and display vehicles. It was conducted using input from three distinct groups. First, was an Internet survey of consumers who either already had modified or planned to modify their newer-model (’07–’11) vehicles. A second Internet survey concentrated on consumers who had not modified their vehicles as well as those who may have been influenced by customized vehicles during their purchase decision even though they had chosen not to modify. The third consisted of telephone interviews with supervising personnel for eight major OEMs, including managers and directors of product planning, parts and accessories operations, accessory planning and consumer relations.

As with many industries, the automotive market suffered a decline over the past few years when the recession created a climate of wariness among consumers. In 2007, for instance, as many as 23% of consumers performed some type of modification to their vehicles. By the time the survey was carried out, that number had fallen to 14%, though, it may begin to rise again as the economy rebounds. Thus, the survey concluded, companies wishing to sell accessories to new-car buyers need to target and market to the core automotive enthusiast or help create interest at the time of purchase when consumers are most likely to be influenced.

“We’re always looking at trends, whether it’s at the SEMA Show or one of the numerous car shows we attend to see what’s out there,” Boeckmann said. “My dad always said that he got the best ideas from customers, so we listen to them to find out what they’d like to see. Our marketing is based on a lot of communication. For example, the Mustang specialist for Galpin Auto Sports will get together with the dealership’s Ford manager to talk about what they’re going to build.”

Ray Ott, director of operations for Auto Trim Design of Cleveland, a restyling and accessory installation business, said that a dealership may sometimes need to go outside its own inventory to please a customer and, in the process, build a reputation for accommodating and delivering on specific requests.

“A dealership supports its manufacturers’ parts programs first, of course,” he said. “For instance, the Ford group we work with has its own accessories, and their auto parts warehouse distributor also promotes its accessory lines. But if the customer wants a specific product—a particular tonneau cover or whatever—the dealership will want to get it for him or her. If it’s a brand name that a company such as Myers Distributing or Keystone carries, it’s an easy request to fulfill.”

Modifications—Top Half

The survey points out that simply seeing modified vehicles influences many consumers, which is all the more reason for dealerships to display one or more of them on the lot or in the showroom to attract traffic. And many consumers consult enthusiasts about both vehicles and accessories, viewing them as experts. Vehicle owners who choose to personalize their cars and trucks often have large spheres of influence with other consumers.

“That is really how my dad built Galpin Ford,” Boeckmann said, “and it’s also how we look at building Galpin Auto Sports. Word of mouth is the best advertising there is. We want to make our customers enthusiastic fans of the dealership and the accessories store. The most important thing we can do is make them so happy that they want to come back, bring their friends and refer people to us.”

Nearly 30% of those who either already have modified or plan to modify their vehicles were influenced to buy a certain model by the availability of accessory parts, the survey found. Aftermarket retailers were the number-one source of that equipment at 48%, but 23% also sourced parts from dealerships.

Tony Hinton is general manager of Auto Trim of Denver, a restyling shop and accessory installation business that works strictly with dealerships and does not offer retail services. He said that virtually all of the 150 or so dealerships his company works with each month carry an assortment of accessories.

“They may use different vendors for products other than those we install,” he said, “but we work hand in hand with those other vendors where we need to if the dealership wants to put together a complete package. We might install one or two of our items on an SUV or a pickup—maybe leather, navigation, mobile video—and then incorporate running boards or nerf bars from another vendor. But we try to facilitate all of that activity.”

	The survey said that consumers who were not interested in modifications pointed to price rather than warranty concerns as the reason for their hesitation, and all of the industry professionals we spoke with agreed that alleviating warranty concerns is crucial to their partnerships with new-car dealers. Courtesy of Galpin Auto Sports

The survey confirmed that the Internet is the source most often used by consumers when they search for information.
Second is actually seeing parts on a vehicle, third is friends or relatives and fourth is magazine ads or articles. Since it is impractical to have display vehicles showing all possible modifications, many accessory businesses are using the Internet as a key marketing tool in collaboration with their dealership clients.

“Our website, www.voguetire.com, has a build-a-car feature on it that allows dealerships and their customers to see different looks,” said Kevin Goyak, executive vice president of Vogue Tyre and Rubber Company. Vogue offers not only a range of tires and wheels, but also easily installed accessories, such as grilles, body kits and spoilers, to more than 500 dealerships each month. “We also use catalogs that are individualized by brand,” Goyak said. “They include all of the products we offer as well as price sheets. We can also custom-make a catalog with the dealership’s name on it. Our salespeople go in with everything they need to make a good sales call.”

The survey said that tires and wheels remain the most-sought modification, followed by audio and navigation. The majority of consumers who personalize their vehicles have someone else do the installation, though, experienced enthusiasts are more inclined to do the work themselves.

“Tires and wheels are the easiest things to change on a car, and they’re easy for a dealership to handle,” Goyak said. “The next item for our dealerships is usually a grille, which is still a big part of our business.”

Ott said that regional factors can also play a part in what sells and what dealerships are likely to concentrate on. “Up here in Ohio, we see a lot of truck accessories—tonneaus, vent visors, bug shields—and we also do a lot of graphics. Remote starts are also big here in the cold region.”

Influences to Modify Vehicle

• Adding a feature or functionality that the vehicle did not come with is the number-one reason that would influence non-modifiers to modify their vehicles.
• Those that were influenced would have a higher likelihood to modify if the accessories were available at the time of vehicle purchase.

The AutoPacific data looked at the advantages and disadvantages that consumers cited when having accessories installed through a dealership as opposed to a retail store. The survey respondents felt that the greatest benefits of working with a dealership were that the modifications could be completed before the vehicle was delivered using OEM parts that carried the factory warranty. On the retail side, consumers cited better pricing and the perception that the installers were specialists who possessed greater expertise than a dealership might offer, and they also said that aftermarket retailers offer higher-quality products. Goyak pointed out that financing also plays a part in making accessory sales more attractive through a dealership. The customer can roll the cost of modifications into the purchase price of the vehicle and add only a relatively small amount to the monthly payment.

“Financing has finally loosened up,” Goyak said. “The last two years have obviously been a challenge, but dealers are now more excited about being in business. That is definitely looking brighter.”

One-third of people say they would be influenced to modify their car, if they were guaranteed not to void the factory warranty, and all of the industry professionals we spoke with agreed that alleviating warranty concerns is crucial to their partnerships with new-car dealers.

“We are very particular about the products we buy,” Hinton said. “They have to meet International Organization for Standardization criteria, and all of our products have to have a minimum of a three-year and 36,000-mile manufacturer’s warranty. Our installers are also very specialized. They are SEMA certified and ASE certified in their particular fields of expertise.”

Goyak said that everything his company sells must meet or exceed the factory warranty on the vehicle, so Vogue matches the OEM warranty, and Boeckmann said that warranty plays a large part in which specialty-equipment manufacturers the Galpin businesses deal with.

“Most not only warranty their own part, but also other parts that might be affected if there were a problem,” he said. “The reason we’re in business is to give confidence to customers. If a customer has a problem with one of our installations, we’re going to take care of it for him.”

Even consumers who might not be inclined to personalize a vehicle’s looks or performance might consider adding a feature or function that didn’t come on the vehicle from the factory, according to the survey. Consumers were also more likely to make those types of modifications at the time they purchased a car or truck.

“We go after vehicles and trim levels where our product would seem to fit,” Hinton said. “In many cases, for instance, ordering a factory navigation system may require the customer to upgrade to an expensive package or a high-end trim level. But the customer may not want bigger wheels, a bigger engine, certain trim additions. All he wants is navigation. We are able to provide that kind of product à la carte to satisfy that particular customer’s demand.”

The largest accessory influence on consumers shopping for new cars or trucks came from customized vehicles on display in the showroom, followed by seeing personalized cars or trucks on the road and vehicle brochures.

“A display car often gets the customer’s appetite working,” said Boeckmann. “They’ll buy a car that has upgraded wheels at the dealership but then drive it across the street to the accessory store and get a body kit and an exhaust and other performance parts. It becomes like a hobby to a lot of people. That’s a lot of fun, and that’s the whole key to it. We try to make it fun for our customers.”

The SEMA/AutoPacific survey makes it clear that the availability of accessories has a positive influence on new-car sales. In the next issue of SEMA News, we’ll look at some of the other data from the perspective of new-car dealerships and OEM strategies regarding accessorization.

SEMA News—March 2011

Fresh Data Confirms Pros’ Views: Accessories Influence New-Car Sales

By Steve Campbell

The study looked at the persuasive effects created by accessory products, including which ones are likely to create the greatest influence. It delves into which vehicle types are more likely to be purchased based on product availability. The data also provide information about the influence customized vehicles have on the decision to purchase new vehicles by a range of different consumers, including those who do not normally modify their cars or trucks as well as those who do and, in some cases, those who are most zealous about customization. It also examines consumers’ perceptions of specialty-equipment products versus OEM aftermarket products.

The report is now available free for download by SEMA members ($199 for non-members), and it confirms what those involved in new-car sales, vehicle dealerships and the customization of new vehicles have understood for years: Accessories help sell new vehicles. In recent interviews, professionals in all three camps provided independent commentary that supported the assertions found in the study.

“The idea behind personalized display cars is that people see things they haven’t seen anywhere else when they walk into the showroom,” said Beau Boeckmann, vice president of the Galpin Ford dealership in North Hills, California. Boeckmann is also president of Galpin Premier Collection, a dealership for Aston Martin, Jaguar, Lotus, Volvo, Lincoln and Mazda, and Galpin Auto Sports LLC, a specialty-equipment business with an extensive inventory of both performance and cosmetic accessories. “We’re well known for our customized vehicles,” Boeckmann said.

“A customer doesn’t have to design his own car; it’s already right there. He falls in love with it and—boom—he buys it. We’ve sold many vehicles that way. We’ve earned a reputation over the decades of having things that are different at Galpin.”

Source of Product Information—Internet Tops List

The SEMA/AutoPacific study supports Boeckmann’s views regarding accessorization and display vehicles. It was conducted using input from three distinct groups. First, was an Internet survey of consumers who either already had modified or planned to modify their newer-model (’07–’11) vehicles. A second Internet survey concentrated on consumers who had not modified their vehicles as well as those who may have been influenced by customized vehicles during their purchase decision even though they had chosen not to modify. The third consisted of telephone interviews with supervising personnel for eight major OEMs, including managers and directors of product planning, parts and accessories operations, accessory planning and consumer relations.

As with many industries, the automotive market suffered a decline over the past few years when the recession created a climate of wariness among consumers. In 2007, for instance, as many as 23% of consumers performed some type of modification to their vehicles. By the time the survey was carried out, that number had fallen to 14%, though, it may begin to rise again as the economy rebounds. Thus, the survey concluded, companies wishing to sell accessories to new-car buyers need to target and market to the core automotive enthusiast or help create interest at the time of purchase when consumers are most likely to be influenced.

“We’re always looking at trends, whether it’s at the SEMA Show or one of the numerous car shows we attend to see what’s out there,” Boeckmann said. “My dad always said that he got the best ideas from customers, so we listen to them to find out what they’d like to see. Our marketing is based on a lot of communication. For example, the Mustang specialist for Galpin Auto Sports will get together with the dealership’s Ford manager to talk about what they’re going to build.”

Ray Ott, director of operations for Auto Trim Design of Cleveland, a restyling and accessory installation business, said that a dealership may sometimes need to go outside its own inventory to please a customer and, in the process, build a reputation for accommodating and delivering on specific requests.

“A dealership supports its manufacturers’ parts programs first, of course,” he said. “For instance, the Ford group we work with has its own accessories, and their auto parts warehouse distributor also promotes its accessory lines. But if the customer wants a specific product—a particular tonneau cover or whatever—the dealership will want to get it for him or her. If it’s a brand name that a company such as Myers Distributing or Keystone carries, it’s an easy request to fulfill.”

Modifications—Top Half

The survey points out that simply seeing modified vehicles influences many consumers, which is all the more reason for dealerships to display one or more of them on the lot or in the showroom to attract traffic. And many consumers consult enthusiasts about both vehicles and accessories, viewing them as experts. Vehicle owners who choose to personalize their cars and trucks often have large spheres of influence with other consumers.

“That is really how my dad built Galpin Ford,” Boeckmann said, “and it’s also how we look at building Galpin Auto Sports. Word of mouth is the best advertising there is. We want to make our customers enthusiastic fans of the dealership and the accessories store. The most important thing we can do is make them so happy that they want to come back, bring their friends and refer people to us.”

Nearly 30% of those who either already have modified or plan to modify their vehicles were influenced to buy a certain model by the availability of accessory parts, the survey found. Aftermarket retailers were the number-one source of that equipment at 48%, but 23% also sourced parts from dealerships.

Tony Hinton is general manager of Auto Trim of Denver, a restyling shop and accessory installation business that works strictly with dealerships and does not offer retail services. He said that virtually all of the 150 or so dealerships his company works with each month carry an assortment of accessories.

“They may use different vendors for products other than those we install,” he said, “but we work hand in hand with those other vendors where we need to if the dealership wants to put together a complete package. We might install one or two of our items on an SUV or a pickup—maybe leather, navigation, mobile video—and then incorporate running boards or nerf bars from another vendor. But we try to facilitate all of that activity.”

	The survey said that consumers who were not interested in modifications pointed to price rather than warranty concerns as the reason for their hesitation, and all of the industry professionals we spoke with agreed that alleviating warranty concerns is crucial to their partnerships with new-car dealers. Courtesy of Galpin Auto Sports

The survey confirmed that the Internet is the source most often used by consumers when they search for information.
Second is actually seeing parts on a vehicle, third is friends or relatives and fourth is magazine ads or articles. Since it is impractical to have display vehicles showing all possible modifications, many accessory businesses are using the Internet as a key marketing tool in collaboration with their dealership clients.

“Our website, www.voguetire.com, has a build-a-car feature on it that allows dealerships and their customers to see different looks,” said Kevin Goyak, executive vice president of Vogue Tyre and Rubber Company. Vogue offers not only a range of tires and wheels, but also easily installed accessories, such as grilles, body kits and spoilers, to more than 500 dealerships each month. “We also use catalogs that are individualized by brand,” Goyak said. “They include all of the products we offer as well as price sheets. We can also custom-make a catalog with the dealership’s name on it. Our salespeople go in with everything they need to make a good sales call.”

The survey said that tires and wheels remain the most-sought modification, followed by audio and navigation. The majority of consumers who personalize their vehicles have someone else do the installation, though, experienced enthusiasts are more inclined to do the work themselves.

“Tires and wheels are the easiest things to change on a car, and they’re easy for a dealership to handle,” Goyak said. “The next item for our dealerships is usually a grille, which is still a big part of our business.”

Ott said that regional factors can also play a part in what sells and what dealerships are likely to concentrate on. “Up here in Ohio, we see a lot of truck accessories—tonneaus, vent visors, bug shields—and we also do a lot of graphics. Remote starts are also big here in the cold region.”

Influences to Modify Vehicle

• Adding a feature or functionality that the vehicle did not come with is the number-one reason that would influence non-modifiers to modify their vehicles.
• Those that were influenced would have a higher likelihood to modify if the accessories were available at the time of vehicle purchase.

The AutoPacific data looked at the advantages and disadvantages that consumers cited when having accessories installed through a dealership as opposed to a retail store. The survey respondents felt that the greatest benefits of working with a dealership were that the modifications could be completed before the vehicle was delivered using OEM parts that carried the factory warranty. On the retail side, consumers cited better pricing and the perception that the installers were specialists who possessed greater expertise than a dealership might offer, and they also said that aftermarket retailers offer higher-quality products. Goyak pointed out that financing also plays a part in making accessory sales more attractive through a dealership. The customer can roll the cost of modifications into the purchase price of the vehicle and add only a relatively small amount to the monthly payment.

“Financing has finally loosened up,” Goyak said. “The last two years have obviously been a challenge, but dealers are now more excited about being in business. That is definitely looking brighter.”

One-third of people say they would be influenced to modify their car, if they were guaranteed not to void the factory warranty, and all of the industry professionals we spoke with agreed that alleviating warranty concerns is crucial to their partnerships with new-car dealers.

“We are very particular about the products we buy,” Hinton said. “They have to meet International Organization for Standardization criteria, and all of our products have to have a minimum of a three-year and 36,000-mile manufacturer’s warranty. Our installers are also very specialized. They are SEMA certified and ASE certified in their particular fields of expertise.”

Goyak said that everything his company sells must meet or exceed the factory warranty on the vehicle, so Vogue matches the OEM warranty, and Boeckmann said that warranty plays a large part in which specialty-equipment manufacturers the Galpin businesses deal with.

“Most not only warranty their own part, but also other parts that might be affected if there were a problem,” he said. “The reason we’re in business is to give confidence to customers. If a customer has a problem with one of our installations, we’re going to take care of it for him.”

Even consumers who might not be inclined to personalize a vehicle’s looks or performance might consider adding a feature or function that didn’t come on the vehicle from the factory, according to the survey. Consumers were also more likely to make those types of modifications at the time they purchased a car or truck.

“We go after vehicles and trim levels where our product would seem to fit,” Hinton said. “In many cases, for instance, ordering a factory navigation system may require the customer to upgrade to an expensive package or a high-end trim level. But the customer may not want bigger wheels, a bigger engine, certain trim additions. All he wants is navigation. We are able to provide that kind of product à la carte to satisfy that particular customer’s demand.”

The largest accessory influence on consumers shopping for new cars or trucks came from customized vehicles on display in the showroom, followed by seeing personalized cars or trucks on the road and vehicle brochures.

“A display car often gets the customer’s appetite working,” said Boeckmann. “They’ll buy a car that has upgraded wheels at the dealership but then drive it across the street to the accessory store and get a body kit and an exhaust and other performance parts. It becomes like a hobby to a lot of people. That’s a lot of fun, and that’s the whole key to it. We try to make it fun for our customers.”

The SEMA/AutoPacific survey makes it clear that the availability of accessories has a positive influence on new-car sales. In the next issue of SEMA News, we’ll look at some of the other data from the perspective of new-car dealerships and OEM strategies regarding accessorization.

By Rebecca Wolfe

An internship can be a cost-effective way to recruit and identify/evaluate potential employees.

How can your industry help attract and “train up” the next-generation workforce? One way is to connect with colleges and universities to offer paid or unpaid internships to qualified, enthusiastic students. There is great value in offering these opportunities to students who are evaluating which industries they should pursue. And it’s also an effective way for a company to identify candidates for future employment; moreover, it can infuse a company with new energy and innovative ideas.

But how do you structure an internship to help ensure success for your company and an intern? Let’s take a look at some of the fundamentals of a structured internship program:

What Is an Internship?

An internship is a structured and monitored work or service experience for a student. During the internship, the student should have designated learning goals and be able to reflect upon the entire internship experience in terms of the knowledge they have gained. Both the student and the organization should benefit from an internship program. Internships may contain repetitive tasks, but must include at least one substantial project where students can offer solutions to a real business problem.

Why Should I Host Interns?

• It can be a cost-effective way to recruit and identify/evaluate potential employees.
• Highly motivated students with appropriate direction will bring fresh ideas and new perspectives to your organization.
• It allows students to gain real-world work experience.
• Interns will become advocates for your organization.

What Should My Intern be Responsible For?

• Be as specific as possible with job duties and responsibilities as your intern will need and want structure. This can be accomplished by developing a written job description and reviewing all expected work outcomes with the intern on a regular basis.

What Should the Intern Get Out of the Job?

• The intern should solve some type of business problem for your organization, as well as familiarize themselves with the overall efforts of the organization.
• The intern should accomplish challenging, but realistic responsibilities.

How to Get Started

1. Establish goals and create a plan for your internship program:

• What would you like the intern to do?
• If the internship is a paid position, will the intern be paid an hourly wage?
• Who will supervise the intern?
• What kind of workspace will the intern have?

2. Develop a job description:

• Will the student have a specific project you would like them to work on?
• Provide an overview of what your organization does so potential interns will better understand your business and industry.
• List potential projects, responsibilities and activities for your intern.
• Determine a possible arrangement for the structure of the internship.

3. Recruitment and selection:

• If you’re interested in hiring an intern with a specific major, it’s usually best to contact the campus’ central career services office or specific academic unit (i.e. Business or Engineering).
• Determine important individual attributes for success on the job and decide on how the intern’s job performance will be evaluated. Communicate with the intern regularly on his or her progress and share ideas about ways to improve.
• Assemble a list of relevant and legal behavioral-based interview questions. (For example: Tell me about a time when you worked as part of a team to accomplish an important goal or when you made a mistake. How did you handle those situations?)

4. Develop learning outcomes:

• Once you have selected your intern, the intern should work to provide real solutions to business problems. Clearly outline what the learning outcomes are and give examples. For example, “Gain a greater overall understanding of the industry. How to work and communicate effectively on a team. Learn the basic framework for developing a marketing campaign.”

5. Onboard/orientation process:

• Have an established work area for your intern with phone, computer and e-mail access already set up when he or she begins work.
• Give the intern a solid overview of your organization, such as an organizational chart.
• Show him or her around the office and introduce them to as many people as possible.
• Clearly communicate policies and expectations for your intern.

6. Evaluations:

• Throughout the process, give your intern substantial feedback about his or her performance.

7. Major project requirement:

• It is recommended that the student complete one major project during their internship experience.

8. Sample tasks and projects:

• Develop an implementation plan to use technology (i.e. webcasts) as a way to improve communication and determine the most cost-effective uses of technology.
• Create marketing or business plans.
• Analyze data and outline how to communicate it in a meaningful way.
• Develop an implementation strategy for social media use.
• Research and propose new ways to reach target markets for new-product marketing.
• Research and establish network contacts to develop new business.

Legal Issues Regarding Unpaid Internships

The Fair Labor Standards Act requires employers to pay employees at least minimum wage for all hours of work performed. One exception is if the worker is considered a “learner/trainer.” The U.S. Department of Labor has developed six criteria for determining if a worker falls into this “unpaid” category.

The criteria are:

• The training, even though it includes actual operation of the employer’s facilities, is similar to training that would be given in a vocational school.
• The training is for the benefit of the student.
• The student does not displace regular employees and works under the close observation of a regular employee or supervisor.
• The employer provides the training and derives no immediate advantage from the activities of the student. Occasionally, employer operations may actually be impeded by the training.
• The student is not necessarily entitled to a job at the conclusion of the training period.
• The employer and the student understand that the student is not entitled to wages for the time spent training.

* Rebecca Wolfe is the internship coordinator with the University of Missouri's Trulaske College of Business. She can be reached at wolfer@missouri.edu.

 

Visit ARMO's website.

Upcoming ARMO Events—Save Those Dates!

What: ARMO Long-Range Planning Meeting
When: Wednesday, March 16, 2011, 10:00 a.m.–3:00 p.m.
Where: Indiana Convention Center, Indianapolis

Mark your calendar for the annual ARMO Long-Range Planning (LRP) meeting, Wednesday March 16, 2011, in Indianapolis. This year’s LRP is being held in conjunction with the Hotrod & Restoration Show. Since so many ARMO members already attend this event, we are hoping to see a strong turnout for the LRP. The Convention Center location makes it convenient to most downtown hotels, and lunch will be provided. A meeting notice will be mailed and e-mailed to ARMO members shortly. Please R.S.V.P. to Gina Ledesma at ginal@sema.org.

What: ARMO Education Seminars at the Hotrod and Restoration Show
When: Saturday, March 19, 2011. Session 1: 8:00 a.m.–9:00 a.m.; Session 2: 9:15 a.m.–10:15 a.m.
Where: Indiana Convention Center, Indianapolis

ARMO will once again host two seminars on Saturday, March 19, 2011, at the Hotrod and Restoration Show. Session 1 is “The Art of Selling” presented by Dick Dixon. Session 2 is a panel discussion on “Internet Marketing on a Budget.” The panelists are Erick Saltrick of Steele Rubber Products, Tyler Tanaka of Cie Studios and Robert Basha of Auction 123. ARMO Chairperson Laura Bergan of American Collector Car Insurance will moderate the discussion, which focuses on Internet marketing plans for small businesses. ARMO members may register for both sessions through the Hotrod & Restoration Show website or by RSVP to Gina Ledesma at ginal@sema.org.

What: ARMO New Products Showcase
When: April 27–May 1, 2011
Where: Spring Carlisle, Carlisle, Pennsylvania

ARMO will once again host the ARMO New Products Showcase at Spring Carlisle. This event continues to be one of the premier benefits of ARMO membership.

More than 100,000 automotive hobbyists attend Spring Carlisle each year, and the ARMO Showcase Tent is located at the very center of the show in prime position, guaranteeing your products will be seen. This is a fantastic opportunity for ARMO-member companies to put their new products in front of one of the largest gatherings of restoration enthusiasts in the country each year. But the product exposure does not stop at Spring Carlisle. ARMO has each product professionally photographed during the event. The photos and descriptions are then uploaded to SEMA eNews and the ARMO website on sema.org, where they are available for viewing 24/7. In addition, the photos are displayed in a looping video in the ARMO booth during the SEMA Show in Las Vegas. Participation is open to all ARMO-member companies, and it’s FREE!

Look for online registration to begin very shortly through the ARMO website at www.sema.org/armo, and be sure to take advantage of this opportunity.

Are you on Facebook, LinkedIn or Twitter? ARMO Is!

Be sure to follow ARMO on all of your favorite social networking sites. To find these sites, go to www.sema.org/armo and use the links in the top right-hand corner.

ARMO Column in SEMA Member News

Read ARMO's column featured in the January/February issue of SEMA Member News.

For more information about ARMO, contact Jim Skelly.

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Visit HRIA's website

HRIA Releases Education & Training Day Workshop Schedule

Education & Training Day
Presented by the Hot Rod Industry Alliance, a SEMA Council
Thursday, March 17, 2011, 8:00 a.m.–6:30 p.m.
Hotrod & Restoration Trade Show
Indiana Convention Center, Indianapolis

Ever wonder how to use baking soda for car restoration? Find out how at the HRIA Education and Training Day. Many of the industry’s best and most influential manufacturers offer workshops on installations, new products, marketing, selling techniques and tips for running your business. With 40 seminars, this daylong event supports HRIA’s mission to offer quality educational programs benefiting all aspects of our members' businesses.

To see a complete list of the sessions offered, click here.

Not only does this event provide an unparalleled educational experience, but it allows attendees the opportunity to network and build relationships with industry leaders and peers.

“The seminars are of immense value to the presenters and attendees as a terrific opportunity to exchange real-world useful information. The one-on-one face time is a super bonus to the event,” says Brent VanDervort of Fatman Fabrications.

The workshops are free on a first-come, first-served basis, so make sure you register and get there early—rooms do fill up fast!

The Hotrod & Restoration Trade Show is produced exclusively for the hot-rod, street-rod, musclecar and restoration markets. To register or for more information, call 800/576-8788 or visit www.hotrodshow.com.

Click here for a seminar schedule.

Interested parties can register here. Registration deadline is February 22, 2011.

Have You Registered a Patent or Trademark? Your Competition Has.

Protecting the intellectual property rights (IPR) of its members is a top SEMA priority. The process begins when companies register their patents, trademarks and copyrights with government agencies in the United States (and other countries). Registration is a key to establishing legal rights.

To assist its members, SEMA has created a webpage called Introduction to Intellectual Property Rights, explaining the different types of IP, including protecting new products (utility patents) and product designs (design patent), identifying the source of the product (trademarks) and protecting product brochures or website designs (copyright). It also contains information on how to register IP along with links to seminars, webinars and SEMA News articles.

With respect to enforcing IP rights at the SEMA Show, the association has developed an effective policy for pursuing infringement allegations. SEMA’s IP enforcement policy is posted on the IPR webpage and is also published as part of the Exhibitor Services Manual. Questions may be directed to Stuart Gosswein (stuartg@sema.org).

Are you on Facebook, LinkedIn or Twitter? HRIA is!

Be sure to follow HRIA on all of your favorite social networking sites. To find these sites, go to www.sema.org/hria and use the links in the top right-hand corner.

HRIA Column in SEMA Member News

Read HRIA's column featured in the January/February issue of SEMA Member News.

For more information about HRIA and how to join, contact Zane Clark or call 909/978-6696.

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Visit TORA's website.

What's the Value of Being an TORA Member?

New Products Showcase – Put your product in front of one of the largest gathering of truck enthusiasts in the country at the Carlisle Truck Nationals.

Networking – TORA mixer at the Carlisle All Truck Nationals, Annual Long-Range Planning meeting and access to TORA members and light-truck industry professionals around the world.

Tools and resources for the retailer and installer – "Pickup Bed Dimensions Sheet," "Keyless Entry Wiring Pickup Points Reference Sheet," "Why Paints Don’t Match" DVD and more.

Education – and TORA-specific learning track on the new SEI from SEMA, coming soon!

Are you on Facebook, LinkedIn or Twitter? TORA Is!

Be sure to follow TORA on all of your favorite social networking sites.

To find these sites, go to www.sema.org/TORA and use the links in the top right-hand corner.

TORA Column in SEMA Member News

Read TORA's column featured in the January/February issue of SEMA Member News.

For more information about TORA, contact Jim Skelly.

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Visit MPMC's website.

MPMC Media Trade Conference Another Success Story!

After a rain-soaked, one-year hiatus in 2010, the MPMC Media Trade Conference returned to the Embassy Suites LAX South in El Segundo on January 25–27, 2011. Exhibitors and media attendees alike voted this, the 14th annual event, the best one yet. The MPMC Media Trade Conference hosts 100 MPMC-member manufacturers for three days of 30-minute, face-to-face meetings with editorial staff from more than 130 national and international automotive media outlets. MPMC also hosts two receptions during the event, presents annual awards to media, provides lunch over the three days, and this year held a Long-Range Planning meeting on the Monday before the event.

“This year is absolutely the best Media Trade Conference yet,” said MPMC Chairman Kyle Fickler of Weld Racing. “Now that the execution and operation of the event seems to be working properly, we can focus our energies on strategies for attracting new media who have never been there.”

A photo gallery of the event can be found here.

Are you on Facebook, LinkedIn or Twitter? MPMC Is!

Be sure to follow MPMC on all of your favorite social networking sites. To find these sites, go to www.sema.org/mpmc and use the links in the top right-hand corner.

Take a Friend to a Race Fan Page

The MPMC Motorsports Awareness campaign, highlighted by the Take a Friend to a Race program, now has its very own Fanpage on Facebook. If you’re not a fan yet, you should be!



MPMC Column in SEMA Member News

Read MPMC's column featured in the January/February issue of SEMA Member News.



For information about MPMC, contact Jim Skelly.

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Visit MRC's website.

MRC Partners with TeleNotes

The Manufacturers' Rep Council has partnered with TeleNotes to provide another exciting council member benefit. TeleNotes will help you capture and utilize business data to drive sales. With almost 10 years of national sales experience, TeleNotes can help your company achieve revenue growth through more effective and productive sales teams, and consistently improve your productivity by 20%–40%. Through this partnership, TeleNotes offers their services to MRC members at an exclusive, discounted rate. For more details, contact Staci Bostock, SEMA council manager, at stacib@sema.org or directly 909/978-6693.

Are you on Facebook, LinkedIn or Twitter? MRC is!

Be sure to follow MRC on all of your favorite social networking sites. To find these sites, go to www.sema.org/mrc and use the links in the top right-hand corner.

MRC Column in SEMA Member News

Read MRC's column featured in the January/February issue of SEMA Member News.

For information about MRC, contact Staci Bostock.

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Visit PRO's website.

Think Outside the Shop: Training to Boost Sales and Profits

“One of the main reasons for going to TSTC is to bring together the installer and manufacturer to learn proper installation of their products and the way they are designed to work; not only to become proficient at installing, but to also understand the benefits their product brings to your customer. The more qualified installers there are, the stronger presence the aftermarket will have in the consumers’ mind, knowing there are qualified people to install these products, as well as manufacturers that have quality products to sell. This program benefits everyone if we work as a team (of PRO).”
—Raymond Ott, Auto Trim Cleveland, Cleveland, Ohio

• Looking for new business opportunities?
• Want to expand your product lines?
• Interested in receiving hands-on training?
• Keen on learning new sales techniques and strategies?
• Want to network with leading manufacturers, installers and restylers?

If the answer is “yes,” then make plans now to attend the second annual Technical Skills & Training Conference, March 28, 2011, at WyoTech Blairsville in Blairsville, Pennsylvania.

Restylers: Help Shape the Industry’s Future

On March 29, 2011, the Professional Restylers Organization (PRO) will host its Long-Range Planning meeting (LRP) at Wyotech Blairsville in Blairsville, Pennsylvania. The LRP serves as a critical council function and helps to determine the group’s agenda over the next 12 to 24 months. As PRO looks to the future to assesses how it can best represent the restyling segment of the specialty-equipment industry, it becomes increasingly evident that participation will be a fundamental building block.

The industry is evolving and whether it be technology, sales, technical training or networking, the challenges and opportunities your business faces on a daily basis is not unique. As a collective body, we become more in tune and better suited to move forward and prosper. This starts with your input and will continue through PRO’s effort.

The LRP will take place the day following PRO’s second-annual Technical Skills & Training Conference. This must-attend event delivers tremendous value for attendees by offering premier hands-on training and networking opportunities. This year’s conference will also feature a dedicated session on "Sales Training." The panel discussion will feature industry insight from Jon Titman of Automotive Essentials and a dealership representative. The panel will be moderated by PRO Chairman Karl Stearns and focus on best practices for maximizing sales and building dealer relationships.

Get Involved. To participate in the PRO LRP and TSTC event, visit www.sema.org/tstc.

Twelve PRO-Member Manufacturers to Present Training Workshops at TSTC 2011

The second annual Technical Skills & Training Conference, sponsored by SEMA’s Professional Restylers Organization (PRO), will feature a dozen PRO-member accessory manufacturers presenting hands-on training in a wide range of product categories. The conference, open to PRO members as well as nonmembers, is slated for Monday, March 28, at Wyotech Blairsville in Blairsville, Pennsylvania. During the all-day event, manufacturers will deliver practical information and training aimed at sharpening installation and business skills. Product categories run the gamut from sunroofs, leather interiors, towing equipment and spray-on bedliners to paint protection film, wraps, graphics, mobile electronics and stainless steel accessories.

The manufacturer roster includes Artlux, Cequent Performance Products, Classic Design Concepts, Eagle Enterprises, Innovative Creations, Katzkin Leather, Restylers’ Choice, Roadwire, Rosen Entertainment, Signature Automotive Products, 3M and Webasto Product North America. Each week, for the next six weeks, two participating manufactuers will be highlighted briefly in SEMA eNews, beginning with Artlux and Signature Automotive.

As a manufacturer of spray-on bedliners, Artlux offers restylers and accessory specialists the opportunity to diversify their business and differentiate themselves from their competitors by creating a “business within a business” that will help generate a new revenue stream and bring them one step closer to being a one-stop shop. During its training session, “Spray-on Bedliners 101,” Artlux experts will share their experience and knowledge of the business by demonstrating different types of equipment, explaining solvent-based and solid chemicals, sharing the best techniques for prepping and spraying, as well as presenting the profitability of adding spray-on liners to a shop’s current product mix.

Signature Automotive Products, formerly Inalfa Sunroofs, is a manufacturer and distributor of aftermarket roof systems. The Signature line of inbuilt sunroofs includes four models that feature different glass and overall dimensions for applications ranging from sporty compacts to flat-roofed SUVs and trucks. The sunroofs incorporate the Mark Optimum OE mechanism developed by Tier One supplier Inalfa Roof Systems. Other recent enhancements include upgrades to the side rails, interior mounting frame, water channels, electronics and the external trim ring and, for the Signature 845 sunroof, curved side rails and other components designed specifically for ease of installation in sloped-roof vehicles. Signature’s trainers and technical experts will provide step-by-step training in the installation of its sunroofs, including cutting the vehicle roof, installation of the sunroof module, electronic hook-up and headliner wrapping.

For more information on the Technical Skills & Training Conference, including the attendee registration form, go to www.sema.org/tstc.

PRO Releases Preliminary List of Speakers

On March 28, 2011, the Professional Restylers Organization (PRO) will host the second annual Technical Skills & Training Conference at Wyotech Blairsville in Blairsville, Pennsylvania. Every restyling, auto trim and accessories business needs tools to get the job done right—not just tools of the trade, but also resources to sharpen installation and business skills. That’s why PRO has teamed up with WyoTech Blairsville to deliver:

• Installation Workshops
• Hands-on Training
• Product Knowledge
• Sales-Training Seminar
• Networking

Leading the way will be:

1. Artlux: Artlux is a vertically integrated chemical company that conducts research and development, manufactures and distributes TOFF spray-on bedliners and equipment all over the world. By owning every part of the process, Artlux prides itself in making high-quality protective coating systems while maintaining a green standard.
2. Cequent Performance Group: Cequent, a TriMas company, is an operating group that is a leading designer, manufacturer and marketer of a broad range of accessories for light trucks, sport/utility vehicles, recreation vehicles, passenger cars and trailers of all types.
3. Classic Design Concepts: Since 1990, Classic Design Concepts has been an innovator in the design and manufacturing of quality systematic restyling components. Using OE-certified materials and manufacturing procedures that meet or exceed OE standards, CDC’s classic restyling designs offer factory fit and finish, with one-of-a-kind appeal.
4. Innovative Creations Inc.: For the past 20 years, Innovative Creations Inc. (ICI) has been manufacturing high-quality automotive accessories. When you purchase an ICI product, not only are you getting the best product money can buy, but you're also getting the service and support you need and expect from a leader in the automotive industry.
5. Katzkin Leather: The quality of Katzkin interiors rivals the look, feel and durability of even the finest interiors offered by auto manufacturers. Superior craftsmanship, world-class engineering and extraordinary design capabilities have made Katzkin a world leader in automotive interiors. Exercise your freedom of choice.
6. Restylers Choice: Offers an industry-leading distributor of pinstripes, vinyl graphics, spoilers, chrome accessories, clear bras, rear-window graphics and vehicle wraps geared to the professional restyler. The company is also a growing manufacturer with several brands of rear-window graphics, spoilers, vinyl graphics kits and chrome accessories.
7. Roadwire: Roadwire innovated the aftermarket leather interior industry and has become one of the world’s leading providers of OEM leather interiors and OEM-styled and custom aftermarket leather-trimmed interiors. Continuously recognized as innovators in design and craftsmanship, Roadwire is a proud member of SEMA and PRO.
8. Rosen Entertainment: Rosen offers in-dash navigation systems, DVD headrest and overhead systems.
9. 3M: 3M offers Scotchgard and Venture Shield paint-protection films, automotive window films and a headlight lens restoration system.
10. Webasto Product North America: Webasto has been family-owned since its foundation in 1901. The company has been supplying the automotive industry for more than 75 years. Today, it is split into the divisions Convertible, Roof & Body and Global Comfort Solutions for heating and air-conditioning systems.

Come for the training, stay for the PRO open meeting and the hosted networking reception. PRO Members: $25 for first attendee per company; $15 for each additional attendee: Non-members: $50 for first attendee per company; $30 for each additional attendee. Fee includes all workshop sessions, hands-on training, a continental breakfast and the networking reception.

Space is limited so register today!

Have you ever wondered how to get more involved in the SEMA Professional Restylers Organization (PRO) Council?

What exactly do the council leaders do throughout their term? Very simply, the Select Committee is elected by members of the council to serve a two-year term. They participate in monthly conference calls and meetings that are held at various trade events throughout the year. Each Select Committee member volunteers for at least 20 hours throughout the year, and some volunteer even more. Some share their experience and vision, others provide creative solutions to challenges our member companies are facing and others get their hands dirty and get it done. Each Select Committee member is supported by their company in their PRO efforts, and for that we say, “thank you,” to those companies!

The leaders of the PRO gathered earlier this year in Lima, Ohio, for its annual Long-Range Planning meeting. This meeting focused on bringing value to the PRO-member companies. The past 18 months have been extremely challenging for all of our companies, and the council is dedicated to utilizing SEMA’s resources to further benefit each PRO member.

Guiding the group’s effort was the council’s mission statement to “address the challenges facing the restyling segment of the automotive aftermarket and to develop effective strategies for dealing with industry-specific issues.” A handful of exciting objectives are being developed for the council over this year and next. If you are passionate and have an interest in being involved, there are plenty of opportunities to volunteer for a task force with a limited investment of time that provides a great way to network and share your ideas. Please reach out to the task force chair if you want to participate or have comments.

Education Task Force
Brian Champa (Check Corporation) and Bill North (Webasto Product North America) co-chair this task force and can be reached at bchampa@checkcorp.com or bill.north@webasto-us.com. The education task force is charged with developing successful programs for members to enhance their businesses. The Technical Skills & Training Conference (TSTC) recently launched, and the group is tasked with expanding the number of events each year to ensure that training and education become primary drivers for our industry.

NovemberFest Task Force
Mike Stanifer (Innovative Creations Inc.) chairs this group and can be reached at mike@icionline.com. The SEMA Show in Las Vegas provides the backdrop for critical networking functions. This group focuses on making PRO’s awards reception the place to be and offering a fun forum to bring passionate members with common interests together.

Membership Task Force
Joey Johnston (Tops & Trends) chairs this group and can be reached at joey@topsandtrends.com. The success of any council or initiative is dependent upon its members. This task force focuses on growth, promotion and retention. It is important that we mentor new members on council activities, events, meetings and benefits.

ProPledge Task Force
David Stringer (Insignia Group) chairs this group and can be reached at dstringer@insigniagroup.com. The purpose of this group is to promote industry standards and to improve the perception of aftermarket installations throughout the restyling industry. ProPledge offers dealers a warranty program and is committed to delivering quality products and services.

There are so many other things the council leadership does throughout the year. You are the expert at what your business needs, and this council wants to deliver. Feel free to get in touch with us or come to one of our PRO events. Our hope is that if you haven’t been a part of PRO yet, you will be in 2010 and beyond.

Are you on Facebook, LinkedIn or Twitter? PRO Is!

Be sure to follow PRO on all of your favorite social networking sites. To find these sites, go to www.sema.org/pro and use the links in the top right-hand corner.

PRO Column in SEMA Member News

Read PRO's column featured in the January/February issue of SEMA Member News.

For information about PRO, contact Zane Clark or call 909/978-6696.

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Visit SBN's website.

SEMA Businesswomen’s Network Debuts Speed Networking Event Video

The SEMA Businesswomen’s Network (SBN) has released its 2010 Speed Networking Breakfast, Powered by SBN event video. If you attended this sold-out event—or even if you missed it—you must check out the video so you can plan ahead to attend this year’s event.

While the SBN Speed Networking Breakfast is not exclusively for women, it clearly focuses on recognizing women who significantly contribute to the aftermarket and performance industries.

With special thanks to James and Melissa Lawrence of PowerTV, who covered this event, we are able to share the highlights with our members. Captured on video are glimpses of the event, which includes an exclusive interview with SBN's 2010 Woman of the Year Award recipient Kellie Colf of Aftermarketer Club Inc., and Zan Martin of Martin & Company Advertising. Both discuss the significance of each award.

Also accepting an SBN Award was Wade Kawasaki of Exports International, who was awarded the 2010 Athena Award for his support of women in the automotive aftermarket industry. And presenting the Mentor of the Year Award to a deserving John Menzler of Comp Performance Group was Joe St. Lawrence of RTM Productions Inc.—Titanium Sponsor of the event.

SBN’s annual breakfast event held during SEMA Show week is a great opportunity to network, learn and forge new relationships with others who share the same goals and interests of growing the automotive aftermarket industry and promoting the success of all.

Check out the following links to view video and photos from the 2010 SBN Annual Speed Networking Breakfast:

• www.sema.org/sbn
• www.sema.org/sbn/gallery/2010-breakfast
• www.facebook.com/semasbn

You Ought to Be in Pictures!

The SEMA Businesswomen’s Network committee is a great resource of minds. All ladies in the specialty-equipment industry can join the SBN, so pass the word around to your colleagues and friends! We are encouraging all new and existing SBN members to log-in to the MySEMA portal to update their profile with a photo so we get to know each other's faces before the SEMA Show.

And don’t forget to turn your notifications settings “ON” so you can stay in “the loop.” Want to know more about the SBN? Interested in becoming a member?

Want to get involved in the industry but don't know how? We have an app for that! Go to www.SEMA.org, click on the Leadership tab, click on Council/Committee, click on SBN and join! Don't delay—get involved and join now. You are just a few clicks away! We look forward to "seeing" everyone!

Don’t Be Out of the Loop—Stay in Touch

The very best way to stay in touch and to read the latest news, discussions and topics posted from SEMA and the SEMA Businesswomen’s Network (SBN) is to make sure that your notification settings are turned on in your MySEMA account. Next to your photo on your MySEMA page, at the top right, is a link to the "Edit My Settings" page.

On the “settings” page, look for the “notifications” tab, where it will ask how you would like to receive your news. Check whichever method is most convenient, but either way, make sure you're in the loop by turning “on” your notifications. Visit http://my.sema.org to make sure you don’t miss a thing!

Discover the SEMA Mentoring Program—Powered by the SBN

“I’ll get by with a little help from my friends…” - Joe Cocker

Everyone needs help or expert advice from time to time, and SEMA’s Mentoring Program is an excellent resource to get answers to all your questions. Whether you need to know more about SEMA, market information for a start-up company or advice on how to approach your boss about a new position, the SEMA Mentoring Program can help.

“Ask A Mentor” is perfect for one-time questions. You can expect multiple SEMA mentors to provide online guidance and answers to your industry-related questions.

Short-term Assistance/Guidance is for help with a specific project or task. A SEMA council/committee mentor with the expertise you seek will be paired up with you to provide guidance with your project.

Long-term Relationship is helpful for developing your professional career. In this program segment you will be paired with a SEMA council/committee mentor who will provide guidance and assistance for ongoing career development or a long-term project.

So whether you just need an answer to a question or you want to cultivate a mentoring friendship, the SEMA Mentoring Program—Powered by the SBN is available to help. After all, we can all use a little help from our friends.

Visit the SEMA Mentoring Program now.

Are you on Facebook, LinkedIn or Twitter? SBN is!

Be sure to follow SBN on all of your favorite social networking sites. To find these sites, go to www.sema.org/sbn and use the links in the top right-hand corner.

SBN Column in SEMA Member News

Read SBN's column featured in the January/February issue of SEMA Member News.

For information about SBN, contact Angela Lee.

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Visit SPC's website.

Find the Business Possibilities Through the SPC

Participate in the automotive aftermarket at a whole new level by joining the SPC.

The purpose of SEMA councils is to help our member companies succeed and prosper. In the SPC, our mission is to provide market information, education and support to our members concerning new and emerging trends. Whether it’s the latest business technology, forecasting sales, future marketing solutions or up and coming vehicle platforms, we give you and your company the chance to see what’s on the horizon.

Then we’ll help you understand and acquire the skills, tools and technologies to lead the way. The SPC has the most diverse membership of any SEMA council, and that will allow you to network with other professionals from every facet of our industry and gain insights into areas you may not have previously considered. Find out about the parts, people, technologies, strategies, trends and, most important, possibilities.

This is your chance to give something back to the industry, your profession and to grow personally along the way. Join the SPC today and become an active member of the specialty equipment and automotive market — Tracie Nuñez, Advanced Clutch Technology, SPC Chairman

Are you on Facebook, LinkedIn or Twitter? SPC is!

Be sure to follow SPC on all of your favorite social networking sites. To find these sites, go to www.sema.org/spc and use the links in the top right-hand corner.

SPC Column in SEMA Member News

Read SPC's column featured in the January/February issue of SEMA Member News.

For information about SPC, contact Angela Lee.

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Visit WTC's website

Have you ever wondered how to get more involved in the SEMA Wheel and Tire (WTC) Council?

What exactly do the council leaders do throughout their term? Very simply, the Select Committee is elected by members of the council to serve a two-year term. They participate in monthly conference calls and meetings that are held at various trade events throughout the year. Each Select Committee member volunteers for at least 20 hours throughout the year, and some volunteer even more. Some share their experience and vision, others provide creative solutions to challenges our member companies are facing and others get their hands dirty and get it done. Each Select Committee member is supported by their company in their WTC efforts, and for that we say “thank you” to those companies!

The leaders of the WTC gathered earlier this year at SEMA headquarters in Diamond Bar, California, for its annual Long-Range Planning meeting. This meeting focused on bringing value to the WTC-member companies. The past 18 months have been extremely challenging for all of our companies and the council is dedicated to utilizing SEMA’s resources to further benefit each WTC member.

Guiding the group’s effort was the council’s mission statement to “identify common problems and opportunities relating to the wheel and tire industries that the council, as an interested body of companies, can address for the common good.” A handful of exciting objectives are being developed for the council over this year and next. If you are passionate and have an interest in being involved, there are plenty of opportunities to volunteer for a task force with a limited investment of time that provides a great way to network and share your ideas. Please reach out to the task force chair if you want to participate or have comments.

Science and Technology Task Force
Tim Dietz (Standards Testing Laboratories Inc.) and can be reached at tdietz@stllabs.com. This group focuses on aftermarket and OEM advances that affect our industry. From creating wheel standards to improved processes for tire-pressure monitoring systems and electronic stability control, the Science and Technology Task Force plays a pivotal role in the industry’s advancement.

Education Task Force
Kelly Austin (Ultra Wheel Company) chairs this group and can be reached at kelly@mail.ultrawheel.com. The education task force is charged with developing successful programs for members to enhance their businesses. The WTC Task Force is responsible for partnering with the SEMA Educational Institute to create and promote online learning resources.

Communication and Marketing Task Force
Doug Frymer (Law Offices of Douglas A. Frymer) chairs this group and can be reached at legal@starshieldarmor.com. This group focuses on membership outreach, growth and retention. It is imperative that councils effectively communicate services provided by WTC and SEMA to our members. Communication and services ensure that there is proper dialogue between leadership and membership.

SEMA Show Task Force
David Insull (American Tire Distributors) chairs this group and can be reached at dinsull@atd-us.com. The SEMA Show in Las Vegas provides the backdrop for critical networking functions. This group focuses on making WTC’s awards reception an ideal place to get together, honor one another and network with all those who share a common passion.

There are so many other things the council leadership does throughout the year. You are the expert at what your business needs and this council wants to deliver. Feel free to get in touch with us or come to one of our WTC events. Our hope is that, if you haven’t been a part of WTC yet, you will be in 2010 and beyond.

Are you on Facebook, LinkedIn or Twitter? WTC is!

Be sure to follow WTC on all of your favorite social networking sites. To find these sites, go to www.sema.org/wtc and use the links in the top right-hand corner.

WTC Column in SEMA Member News

Read WTC's column featured in the January/February issue of SEMA Member News.

For information about WTC and how to join, contact Zane Clark or call or 909/978-6696.

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Visit YEN's website

SEMA Loan Forgiveness Program

Since 2004, SEMA's Young Executives Network has been dedicated to aiding recent graduates in getting off to a successful start in their automotive specialty-equipment career.

“SEMA and YEN are believers in higher education,” said Gregory Parker, chairman of the Young Executives Network. “However, with today's higher costs of getting an education, more and more students have to turn to student loans. The new YEN Loan Forgiveness Scholarship Award will now be able to help a previous or current student who has loans they are trying to pay off while working within our industry. Our inaugural scholarship winner, Jaclyn Kilani, worked hard to put herself through school and is now working for a SEMA-member company. We are just glad we are able to recognize and reward her for her hard work, and we look forward to doing the same for other industry peers as we move into the future.”

Kilani, who recently graduated from California State University with a degree in graphic design, is the marketing director at Dannmar Equipment, a manufacturer of automotive repair products. Of the specialty-equipment industry, Kilani says, “I couldn’t see myself anywhere else. It’s an eclectic marketplace with a very unique audience, and I love the challenge of marketing a company in a non-traditional way. This award came at the perfect time, and it's a tremendous step toward my goal of becoming debt-free. I truly appreciate the privilege.”

The SEMA Loan Forgiveness Program is dedicated to aiding recent graduates in getting off to a successful start in their specialty-equipment career. SEMA offers a minimum of $1,000 toward outstanding student loans for individuals who are employed by SEMA-member companies. Applications for the next program open in December 2010 at www.sema.org/scholarships.

Join YEN

Did you know that the SEMA Young Executives Network has more than 500 members networking in the industry and is the largest SEMA committee? If you are employed by a SEMA-member company and are under the age of 39, then you can join the SEMA Young Executives Network for FREE. If you are interested in becoming part of the team, please visit our website at www.sema.org/yen.

YEN Member of the Month Spotlight

Did you know that YEN has a Member of the Month Spotlight on the SEMA website and that anyone can be nominated? To view previous selections or to make a nomination, visit www.sema.org/yen.

Are you on Facebook, LinkedIn or Twitter? YEN is!

Be sure to follow YEN on all of your favorite social networking sites. To find these sites, go to www.sema.org/yen and use the links in the top right-hand corner.

YEN Column in SEMA Member News

Read YEN's column featured in the January/February issue of SEMA Member News.

For information about YEN, contact Angela Lee.

Visit ARMO's website.

Upcoming ARMO Events—Save Those Dates!

What: ARMO Long-Range Planning Meeting
When: Wednesday, March 16, 2011, 10:00 a.m.–3:00 p.m.
Where: Indiana Convention Center, Indianapolis

Mark your calendar for the annual ARMO Long-Range Planning (LRP) meeting, Wednesday March 16, 2011, in Indianapolis. This year’s LRP is being held in conjunction with the Hotrod & Restoration Show. Since so many ARMO members already attend this event, we are hoping to see a strong turnout for the LRP. The Convention Center location makes it convenient to most downtown hotels, and lunch will be provided. A meeting notice will be mailed and e-mailed to ARMO members shortly. Please R.S.V.P. to Gina Ledesma at ginal@sema.org.

What: ARMO Education Seminars at the Hotrod and Restoration Show
When: Saturday, March 19, 2011. Session 1: 8:00 a.m.–9:00 a.m.; Session 2: 9:15 a.m.–10:15 a.m.
Where: Indiana Convention Center, Indianapolis

ARMO will once again host two seminars on Saturday, March 19, 2011, at the Hotrod and Restoration Show. Session 1 is “The Art of Selling” presented by Dick Dixon. Session 2 is a panel discussion on “Internet Marketing on a Budget.” The panelists are Erick Saltrick of Steele Rubber Products, Tyler Tanaka of Cie Studios and Robert Basha of Auction 123. ARMO Chairperson Laura Bergan of American Collector Car Insurance will moderate the discussion, which focuses on Internet marketing plans for small businesses. ARMO members may register for both sessions through the Hotrod & Restoration Show website or by RSVP to Gina Ledesma at ginal@sema.org.

What: ARMO New Products Showcase
When: April 27–May 1, 2011
Where: Spring Carlisle, Carlisle, Pennsylvania

ARMO will once again host the ARMO New Products Showcase at Spring Carlisle. This event continues to be one of the premier benefits of ARMO membership.

More than 100,000 automotive hobbyists attend Spring Carlisle each year, and the ARMO Showcase Tent is located at the very center of the show in prime position, guaranteeing your products will be seen. This is a fantastic opportunity for ARMO-member companies to put their new products in front of one of the largest gatherings of restoration enthusiasts in the country each year. But the product exposure does not stop at Spring Carlisle. ARMO has each product professionally photographed during the event. The photos and descriptions are then uploaded to SEMA eNews and the ARMO website on sema.org, where they are available for viewing 24/7. In addition, the photos are displayed in a looping video in the ARMO booth during the SEMA Show in Las Vegas. Participation is open to all ARMO-member companies, and it’s FREE!

Look for online registration to begin very shortly through the ARMO website at www.sema.org/armo, and be sure to take advantage of this opportunity.

Are you on Facebook, LinkedIn or Twitter? ARMO Is!

Be sure to follow ARMO on all of your favorite social networking sites. To find these sites, go to www.sema.org/armo and use the links in the top right-hand corner.

ARMO Column in SEMA Member News

Read ARMO's column featured in the January/February issue of SEMA Member News.

For more information about ARMO, contact Jim Skelly.

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Visit HRIA's website

HRIA Releases Education & Training Day Workshop Schedule

Education & Training Day
Presented by the Hot Rod Industry Alliance, a SEMA Council
Thursday, March 17, 2011, 8:00 a.m.–6:30 p.m.
Hotrod & Restoration Trade Show
Indiana Convention Center, Indianapolis

Ever wonder how to use baking soda for car restoration? Find out how at the HRIA Education and Training Day. Many of the industry’s best and most influential manufacturers offer workshops on installations, new products, marketing, selling techniques and tips for running your business. With 40 seminars, this daylong event supports HRIA’s mission to offer quality educational programs benefiting all aspects of our members' businesses.

To see a complete list of the sessions offered, click here.

Not only does this event provide an unparalleled educational experience, but it allows attendees the opportunity to network and build relationships with industry leaders and peers.

“The seminars are of immense value to the presenters and attendees as a terrific opportunity to exchange real-world useful information. The one-on-one face time is a super bonus to the event,” says Brent VanDervort of Fatman Fabrications.

The workshops are free on a first-come, first-served basis, so make sure you register and get there early—rooms do fill up fast!

The Hotrod & Restoration Trade Show is produced exclusively for the hot-rod, street-rod, musclecar and restoration markets. To register or for more information, call 800/576-8788 or visit www.hotrodshow.com.

Click here for a seminar schedule.

Interested parties can register here. Registration deadline is February 22, 2011.

Have You Registered a Patent or Trademark? Your Competition Has.

Protecting the intellectual property rights (IPR) of its members is a top SEMA priority. The process begins when companies register their patents, trademarks and copyrights with government agencies in the United States (and other countries). Registration is a key to establishing legal rights.

To assist its members, SEMA has created a webpage called Introduction to Intellectual Property Rights, explaining the different types of IP, including protecting new products (utility patents) and product designs (design patent), identifying the source of the product (trademarks) and protecting product brochures or website designs (copyright). It also contains information on how to register IP along with links to seminars, webinars and SEMA News articles.

With respect to enforcing IP rights at the SEMA Show, the association has developed an effective policy for pursuing infringement allegations. SEMA’s IP enforcement policy is posted on the IPR webpage and is also published as part of the Exhibitor Services Manual. Questions may be directed to Stuart Gosswein (stuartg@sema.org).

Are you on Facebook, LinkedIn or Twitter? HRIA is!

Be sure to follow HRIA on all of your favorite social networking sites. To find these sites, go to www.sema.org/hria and use the links in the top right-hand corner.

HRIA Column in SEMA Member News

Read HRIA's column featured in the January/February issue of SEMA Member News.

For more information about HRIA and how to join, contact Zane Clark or call 909/978-6696.

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Visit TORA's website.

What's the Value of Being an TORA Member?

New Products Showcase – Put your product in front of one of the largest gathering of truck enthusiasts in the country at the Carlisle Truck Nationals.

Networking – TORA mixer at the Carlisle All Truck Nationals, Annual Long-Range Planning meeting and access to TORA members and light-truck industry professionals around the world.

Tools and resources for the retailer and installer – "Pickup Bed Dimensions Sheet," "Keyless Entry Wiring Pickup Points Reference Sheet," "Why Paints Don’t Match" DVD and more.

Education – and TORA-specific learning track on the new SEI from SEMA, coming soon!

Are you on Facebook, LinkedIn or Twitter? TORA Is!

Be sure to follow TORA on all of your favorite social networking sites.

To find these sites, go to www.sema.org/TORA and use the links in the top right-hand corner.

TORA Column in SEMA Member News

Read TORA's column featured in the January/February issue of SEMA Member News.

For more information about TORA, contact Jim Skelly.

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Visit MPMC's website.

MPMC Media Trade Conference Another Success Story!

After a rain-soaked, one-year hiatus in 2010, the MPMC Media Trade Conference returned to the Embassy Suites LAX South in El Segundo on January 25–27, 2011. Exhibitors and media attendees alike voted this, the 14th annual event, the best one yet. The MPMC Media Trade Conference hosts 100 MPMC-member manufacturers for three days of 30-minute, face-to-face meetings with editorial staff from more than 130 national and international automotive media outlets. MPMC also hosts two receptions during the event, presents annual awards to media, provides lunch over the three days, and this year held a Long-Range Planning meeting on the Monday before the event.

“This year is absolutely the best Media Trade Conference yet,” said MPMC Chairman Kyle Fickler of Weld Racing. “Now that the execution and operation of the event seems to be working properly, we can focus our energies on strategies for attracting new media who have never been there.”

A photo gallery of the event can be found here.

Are you on Facebook, LinkedIn or Twitter? MPMC Is!

Be sure to follow MPMC on all of your favorite social networking sites. To find these sites, go to www.sema.org/mpmc and use the links in the top right-hand corner.

Take a Friend to a Race Fan Page

The MPMC Motorsports Awareness campaign, highlighted by the Take a Friend to a Race program, now has its very own Fanpage on Facebook. If you’re not a fan yet, you should be!



MPMC Column in SEMA Member News

Read MPMC's column featured in the January/February issue of SEMA Member News.



For information about MPMC, contact Jim Skelly.

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Visit MRC's website.

MRC Partners with TeleNotes

The Manufacturers' Rep Council has partnered with TeleNotes to provide another exciting council member benefit. TeleNotes will help you capture and utilize business data to drive sales. With almost 10 years of national sales experience, TeleNotes can help your company achieve revenue growth through more effective and productive sales teams, and consistently improve your productivity by 20%–40%. Through this partnership, TeleNotes offers their services to MRC members at an exclusive, discounted rate. For more details, contact Staci Bostock, SEMA council manager, at stacib@sema.org or directly 909/978-6693.

Are you on Facebook, LinkedIn or Twitter? MRC is!

Be sure to follow MRC on all of your favorite social networking sites. To find these sites, go to www.sema.org/mrc and use the links in the top right-hand corner.

MRC Column in SEMA Member News

Read MRC's column featured in the January/February issue of SEMA Member News.

For information about MRC, contact Staci Bostock.

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Visit PRO's website.

Think Outside the Shop: Training to Boost Sales and Profits

“One of the main reasons for going to TSTC is to bring together the installer and manufacturer to learn proper installation of their products and the way they are designed to work; not only to become proficient at installing, but to also understand the benefits their product brings to your customer. The more qualified installers there are, the stronger presence the aftermarket will have in the consumers’ mind, knowing there are qualified people to install these products, as well as manufacturers that have quality products to sell. This program benefits everyone if we work as a team (of PRO).”
—Raymond Ott, Auto Trim Cleveland, Cleveland, Ohio

• Looking for new business opportunities?
• Want to expand your product lines?
• Interested in receiving hands-on training?
• Keen on learning new sales techniques and strategies?
• Want to network with leading manufacturers, installers and restylers?

If the answer is “yes,” then make plans now to attend the second annual Technical Skills & Training Conference, March 28, 2011, at WyoTech Blairsville in Blairsville, Pennsylvania.

Restylers: Help Shape the Industry’s Future

On March 29, 2011, the Professional Restylers Organization (PRO) will host its Long-Range Planning meeting (LRP) at Wyotech Blairsville in Blairsville, Pennsylvania. The LRP serves as a critical council function and helps to determine the group’s agenda over the next 12 to 24 months. As PRO looks to the future to assesses how it can best represent the restyling segment of the specialty-equipment industry, it becomes increasingly evident that participation will be a fundamental building block.

The industry is evolving and whether it be technology, sales, technical training or networking, the challenges and opportunities your business faces on a daily basis is not unique. As a collective body, we become more in tune and better suited to move forward and prosper. This starts with your input and will continue through PRO’s effort.

The LRP will take place the day following PRO’s second-annual Technical Skills & Training Conference. This must-attend event delivers tremendous value for attendees by offering premier hands-on training and networking opportunities. This year’s conference will also feature a dedicated session on "Sales Training." The panel discussion will feature industry insight from Jon Titman of Automotive Essentials and a dealership representative. The panel will be moderated by PRO Chairman Karl Stearns and focus on best practices for maximizing sales and building dealer relationships.

Get Involved. To participate in the PRO LRP and TSTC event, visit www.sema.org/tstc.

Twelve PRO-Member Manufacturers to Present Training Workshops at TSTC 2011

The second annual Technical Skills & Training Conference, sponsored by SEMA’s Professional Restylers Organization (PRO), will feature a dozen PRO-member accessory manufacturers presenting hands-on training in a wide range of product categories. The conference, open to PRO members as well as nonmembers, is slated for Monday, March 28, at Wyotech Blairsville in Blairsville, Pennsylvania. During the all-day event, manufacturers will deliver practical information and training aimed at sharpening installation and business skills. Product categories run the gamut from sunroofs, leather interiors, towing equipment and spray-on bedliners to paint protection film, wraps, graphics, mobile electronics and stainless steel accessories.

The manufacturer roster includes Artlux, Cequent Performance Products, Classic Design Concepts, Eagle Enterprises, Innovative Creations, Katzkin Leather, Restylers’ Choice, Roadwire, Rosen Entertainment, Signature Automotive Products, 3M and Webasto Product North America. Each week, for the next six weeks, two participating manufactuers will be highlighted briefly in SEMA eNews, beginning with Artlux and Signature Automotive.

As a manufacturer of spray-on bedliners, Artlux offers restylers and accessory specialists the opportunity to diversify their business and differentiate themselves from their competitors by creating a “business within a business” that will help generate a new revenue stream and bring them one step closer to being a one-stop shop. During its training session, “Spray-on Bedliners 101,” Artlux experts will share their experience and knowledge of the business by demonstrating different types of equipment, explaining solvent-based and solid chemicals, sharing the best techniques for prepping and spraying, as well as presenting the profitability of adding spray-on liners to a shop’s current product mix.

Signature Automotive Products, formerly Inalfa Sunroofs, is a manufacturer and distributor of aftermarket roof systems. The Signature line of inbuilt sunroofs includes four models that feature different glass and overall dimensions for applications ranging from sporty compacts to flat-roofed SUVs and trucks. The sunroofs incorporate the Mark Optimum OE mechanism developed by Tier One supplier Inalfa Roof Systems. Other recent enhancements include upgrades to the side rails, interior mounting frame, water channels, electronics and the external trim ring and, for the Signature 845 sunroof, curved side rails and other components designed specifically for ease of installation in sloped-roof vehicles. Signature’s trainers and technical experts will provide step-by-step training in the installation of its sunroofs, including cutting the vehicle roof, installation of the sunroof module, electronic hook-up and headliner wrapping.

For more information on the Technical Skills & Training Conference, including the attendee registration form, go to www.sema.org/tstc.

PRO Releases Preliminary List of Speakers

On March 28, 2011, the Professional Restylers Organization (PRO) will host the second annual Technical Skills & Training Conference at Wyotech Blairsville in Blairsville, Pennsylvania. Every restyling, auto trim and accessories business needs tools to get the job done right—not just tools of the trade, but also resources to sharpen installation and business skills. That’s why PRO has teamed up with WyoTech Blairsville to deliver:

• Installation Workshops
• Hands-on Training
• Product Knowledge
• Sales-Training Seminar
• Networking

Leading the way will be:

1. Artlux: Artlux is a vertically integrated chemical company that conducts research and development, manufactures and distributes TOFF spray-on bedliners and equipment all over the world. By owning every part of the process, Artlux prides itself in making high-quality protective coating systems while maintaining a green standard.
2. Cequent Performance Group: Cequent, a TriMas company, is an operating group that is a leading designer, manufacturer and marketer of a broad range of accessories for light trucks, sport/utility vehicles, recreation vehicles, passenger cars and trailers of all types.
3. Classic Design Concepts: Since 1990, Classic Design Concepts has been an innovator in the design and manufacturing of quality systematic restyling components. Using OE-certified materials and manufacturing procedures that meet or exceed OE standards, CDC’s classic restyling designs offer factory fit and finish, with one-of-a-kind appeal.
4. Innovative Creations Inc.: For the past 20 years, Innovative Creations Inc. (ICI) has been manufacturing high-quality automotive accessories. When you purchase an ICI product, not only are you getting the best product money can buy, but you're also getting the service and support you need and expect from a leader in the automotive industry.
5. Katzkin Leather: The quality of Katzkin interiors rivals the look, feel and durability of even the finest interiors offered by auto manufacturers. Superior craftsmanship, world-class engineering and extraordinary design capabilities have made Katzkin a world leader in automotive interiors. Exercise your freedom of choice.
6. Restylers Choice: Offers an industry-leading distributor of pinstripes, vinyl graphics, spoilers, chrome accessories, clear bras, rear-window graphics and vehicle wraps geared to the professional restyler. The company is also a growing manufacturer with several brands of rear-window graphics, spoilers, vinyl graphics kits and chrome accessories.
7. Roadwire: Roadwire innovated the aftermarket leather interior industry and has become one of the world’s leading providers of OEM leather interiors and OEM-styled and custom aftermarket leather-trimmed interiors. Continuously recognized as innovators in design and craftsmanship, Roadwire is a proud member of SEMA and PRO.
8. Rosen Entertainment: Rosen offers in-dash navigation systems, DVD headrest and overhead systems.
9. 3M: 3M offers Scotchgard and Venture Shield paint-protection films, automotive window films and a headlight lens restoration system.
10. Webasto Product North America: Webasto has been family-owned since its foundation in 1901. The company has been supplying the automotive industry for more than 75 years. Today, it is split into the divisions Convertible, Roof & Body and Global Comfort Solutions for heating and air-conditioning systems.

Come for the training, stay for the PRO open meeting and the hosted networking reception. PRO Members: $25 for first attendee per company; $15 for each additional attendee: Non-members: $50 for first attendee per company; $30 for each additional attendee. Fee includes all workshop sessions, hands-on training, a continental breakfast and the networking reception.

Space is limited so register today!

Have you ever wondered how to get more involved in the SEMA Professional Restylers Organization (PRO) Council?

What exactly do the council leaders do throughout their term? Very simply, the Select Committee is elected by members of the council to serve a two-year term. They participate in monthly conference calls and meetings that are held at various trade events throughout the year. Each Select Committee member volunteers for at least 20 hours throughout the year, and some volunteer even more. Some share their experience and vision, others provide creative solutions to challenges our member companies are facing and others get their hands dirty and get it done. Each Select Committee member is supported by their company in their PRO efforts, and for that we say, “thank you,” to those companies!

The leaders of the PRO gathered earlier this year in Lima, Ohio, for its annual Long-Range Planning meeting. This meeting focused on bringing value to the PRO-member companies. The past 18 months have been extremely challenging for all of our companies, and the council is dedicated to utilizing SEMA’s resources to further benefit each PRO member.

Guiding the group’s effort was the council’s mission statement to “address the challenges facing the restyling segment of the automotive aftermarket and to develop effective strategies for dealing with industry-specific issues.” A handful of exciting objectives are being developed for the council over this year and next. If you are passionate and have an interest in being involved, there are plenty of opportunities to volunteer for a task force with a limited investment of time that provides a great way to network and share your ideas. Please reach out to the task force chair if you want to participate or have comments.

Education Task Force
Brian Champa (Check Corporation) and Bill North (Webasto Product North America) co-chair this task force and can be reached at bchampa@checkcorp.com or bill.north@webasto-us.com. The education task force is charged with developing successful programs for members to enhance their businesses. The Technical Skills & Training Conference (TSTC) recently launched, and the group is tasked with expanding the number of events each year to ensure that training and education become primary drivers for our industry.

NovemberFest Task Force
Mike Stanifer (Innovative Creations Inc.) chairs this group and can be reached at mike@icionline.com. The SEMA Show in Las Vegas provides the backdrop for critical networking functions. This group focuses on making PRO’s awards reception the place to be and offering a fun forum to bring passionate members with common interests together.

Membership Task Force
Joey Johnston (Tops & Trends) chairs this group and can be reached at joey@topsandtrends.com. The success of any council or initiative is dependent upon its members. This task force focuses on growth, promotion and retention. It is important that we mentor new members on council activities, events, meetings and benefits.

ProPledge Task Force
David Stringer (Insignia Group) chairs this group and can be reached at dstringer@insigniagroup.com. The purpose of this group is to promote industry standards and to improve the perception of aftermarket installations throughout the restyling industry. ProPledge offers dealers a warranty program and is committed to delivering quality products and services.

There are so many other things the council leadership does throughout the year. You are the expert at what your business needs, and this council wants to deliver. Feel free to get in touch with us or come to one of our PRO events. Our hope is that if you haven’t been a part of PRO yet, you will be in 2010 and beyond.

Are you on Facebook, LinkedIn or Twitter? PRO Is!

Be sure to follow PRO on all of your favorite social networking sites. To find these sites, go to www.sema.org/pro and use the links in the top right-hand corner.

PRO Column in SEMA Member News

Read PRO's column featured in the January/February issue of SEMA Member News.

For information about PRO, contact Zane Clark or call 909/978-6696.

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Visit SBN's website.

SEMA Businesswomen’s Network Debuts Speed Networking Event Video

The SEMA Businesswomen’s Network (SBN) has released its 2010 Speed Networking Breakfast, Powered by SBN event video. If you attended this sold-out event—or even if you missed it—you must check out the video so you can plan ahead to attend this year’s event.

While the SBN Speed Networking Breakfast is not exclusively for women, it clearly focuses on recognizing women who significantly contribute to the aftermarket and performance industries.

With special thanks to James and Melissa Lawrence of PowerTV, who covered this event, we are able to share the highlights with our members. Captured on video are glimpses of the event, which includes an exclusive interview with SBN's 2010 Woman of the Year Award recipient Kellie Colf of Aftermarketer Club Inc., and Zan Martin of Martin & Company Advertising. Both discuss the significance of each award.

Also accepting an SBN Award was Wade Kawasaki of Exports International, who was awarded the 2010 Athena Award for his support of women in the automotive aftermarket industry. And presenting the Mentor of the Year Award to a deserving John Menzler of Comp Performance Group was Joe St. Lawrence of RTM Productions Inc.—Titanium Sponsor of the event.

SBN’s annual breakfast event held during SEMA Show week is a great opportunity to network, learn and forge new relationships with others who share the same goals and interests of growing the automotive aftermarket industry and promoting the success of all.

Check out the following links to view video and photos from the 2010 SBN Annual Speed Networking Breakfast:

• www.sema.org/sbn
• www.sema.org/sbn/gallery/2010-breakfast
• www.facebook.com/semasbn

You Ought to Be in Pictures!

The SEMA Businesswomen’s Network committee is a great resource of minds. All ladies in the specialty-equipment industry can join the SBN, so pass the word around to your colleagues and friends! We are encouraging all new and existing SBN members to log-in to the MySEMA portal to update their profile with a photo so we get to know each other's faces before the SEMA Show.

And don’t forget to turn your notifications settings “ON” so you can stay in “the loop.” Want to know more about the SBN? Interested in becoming a member?

Want to get involved in the industry but don't know how? We have an app for that! Go to www.SEMA.org, click on the Leadership tab, click on Council/Committee, click on SBN and join! Don't delay—get involved and join now. You are just a few clicks away! We look forward to "seeing" everyone!

Don’t Be Out of the Loop—Stay in Touch

The very best way to stay in touch and to read the latest news, discussions and topics posted from SEMA and the SEMA Businesswomen’s Network (SBN) is to make sure that your notification settings are turned on in your MySEMA account. Next to your photo on your MySEMA page, at the top right, is a link to the "Edit My Settings" page.

On the “settings” page, look for the “notifications” tab, where it will ask how you would like to receive your news. Check whichever method is most convenient, but either way, make sure you're in the loop by turning “on” your notifications. Visit http://my.sema.org to make sure you don’t miss a thing!

Discover the SEMA Mentoring Program—Powered by the SBN

“I’ll get by with a little help from my friends…” - Joe Cocker

Everyone needs help or expert advice from time to time, and SEMA’s Mentoring Program is an excellent resource to get answers to all your questions. Whether you need to know more about SEMA, market information for a start-up company or advice on how to approach your boss about a new position, the SEMA Mentoring Program can help.

“Ask A Mentor” is perfect for one-time questions. You can expect multiple SEMA mentors to provide online guidance and answers to your industry-related questions.

Short-term Assistance/Guidance is for help with a specific project or task. A SEMA council/committee mentor with the expertise you seek will be paired up with you to provide guidance with your project.

Long-term Relationship is helpful for developing your professional career. In this program segment you will be paired with a SEMA council/committee mentor who will provide guidance and assistance for ongoing career development or a long-term project.

So whether you just need an answer to a question or you want to cultivate a mentoring friendship, the SEMA Mentoring Program—Powered by the SBN is available to help. After all, we can all use a little help from our friends.

Visit the SEMA Mentoring Program now.

Are you on Facebook, LinkedIn or Twitter? SBN is!

Be sure to follow SBN on all of your favorite social networking sites. To find these sites, go to www.sema.org/sbn and use the links in the top right-hand corner.

SBN Column in SEMA Member News

Read SBN's column featured in the January/February issue of SEMA Member News.

For information about SBN, contact Angela Lee.

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Visit SPC's website.

Find the Business Possibilities Through the SPC

Participate in the automotive aftermarket at a whole new level by joining the SPC.

The purpose of SEMA councils is to help our member companies succeed and prosper. In the SPC, our mission is to provide market information, education and support to our members concerning new and emerging trends. Whether it’s the latest business technology, forecasting sales, future marketing solutions or up and coming vehicle platforms, we give you and your company the chance to see what’s on the horizon.

Then we’ll help you understand and acquire the skills, tools and technologies to lead the way. The SPC has the most diverse membership of any SEMA council, and that will allow you to network with other professionals from every facet of our industry and gain insights into areas you may not have previously considered. Find out about the parts, people, technologies, strategies, trends and, most important, possibilities.

This is your chance to give something back to the industry, your profession and to grow personally along the way. Join the SPC today and become an active member of the specialty equipment and automotive market — Tracie Nuñez, Advanced Clutch Technology, SPC Chairman

Are you on Facebook, LinkedIn or Twitter? SPC is!

Be sure to follow SPC on all of your favorite social networking sites. To find these sites, go to www.sema.org/spc and use the links in the top right-hand corner.

SPC Column in SEMA Member News

Read SPC's column featured in the January/February issue of SEMA Member News.

For information about SPC, contact Angela Lee.

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Visit WTC's website

Have you ever wondered how to get more involved in the SEMA Wheel and Tire (WTC) Council?

What exactly do the council leaders do throughout their term? Very simply, the Select Committee is elected by members of the council to serve a two-year term. They participate in monthly conference calls and meetings that are held at various trade events throughout the year. Each Select Committee member volunteers for at least 20 hours throughout the year, and some volunteer even more. Some share their experience and vision, others provide creative solutions to challenges our member companies are facing and others get their hands dirty and get it done. Each Select Committee member is supported by their company in their WTC efforts, and for that we say “thank you” to those companies!

The leaders of the WTC gathered earlier this year at SEMA headquarters in Diamond Bar, California, for its annual Long-Range Planning meeting. This meeting focused on bringing value to the WTC-member companies. The past 18 months have been extremely challenging for all of our companies and the council is dedicated to utilizing SEMA’s resources to further benefit each WTC member.

Guiding the group’s effort was the council’s mission statement to “identify common problems and opportunities relating to the wheel and tire industries that the council, as an interested body of companies, can address for the common good.” A handful of exciting objectives are being developed for the council over this year and next. If you are passionate and have an interest in being involved, there are plenty of opportunities to volunteer for a task force with a limited investment of time that provides a great way to network and share your ideas. Please reach out to the task force chair if you want to participate or have comments.

Science and Technology Task Force
Tim Dietz (Standards Testing Laboratories Inc.) and can be reached at tdietz@stllabs.com. This group focuses on aftermarket and OEM advances that affect our industry. From creating wheel standards to improved processes for tire-pressure monitoring systems and electronic stability control, the Science and Technology Task Force plays a pivotal role in the industry’s advancement.

Education Task Force
Kelly Austin (Ultra Wheel Company) chairs this group and can be reached at kelly@mail.ultrawheel.com. The education task force is charged with developing successful programs for members to enhance their businesses. The WTC Task Force is responsible for partnering with the SEMA Educational Institute to create and promote online learning resources.

Communication and Marketing Task Force
Doug Frymer (Law Offices of Douglas A. Frymer) chairs this group and can be reached at legal@starshieldarmor.com. This group focuses on membership outreach, growth and retention. It is imperative that councils effectively communicate services provided by WTC and SEMA to our members. Communication and services ensure that there is proper dialogue between leadership and membership.

SEMA Show Task Force
David Insull (American Tire Distributors) chairs this group and can be reached at dinsull@atd-us.com. The SEMA Show in Las Vegas provides the backdrop for critical networking functions. This group focuses on making WTC’s awards reception an ideal place to get together, honor one another and network with all those who share a common passion.

There are so many other things the council leadership does throughout the year. You are the expert at what your business needs and this council wants to deliver. Feel free to get in touch with us or come to one of our WTC events. Our hope is that, if you haven’t been a part of WTC yet, you will be in 2010 and beyond.

Are you on Facebook, LinkedIn or Twitter? WTC is!

Be sure to follow WTC on all of your favorite social networking sites. To find these sites, go to www.sema.org/wtc and use the links in the top right-hand corner.

WTC Column in SEMA Member News

Read WTC's column featured in the January/February issue of SEMA Member News.

For information about WTC and how to join, contact Zane Clark or call or 909/978-6696.

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Visit YEN's website

SEMA Loan Forgiveness Program

Since 2004, SEMA's Young Executives Network has been dedicated to aiding recent graduates in getting off to a successful start in their automotive specialty-equipment career.

“SEMA and YEN are believers in higher education,” said Gregory Parker, chairman of the Young Executives Network. “However, with today's higher costs of getting an education, more and more students have to turn to student loans. The new YEN Loan Forgiveness Scholarship Award will now be able to help a previous or current student who has loans they are trying to pay off while working within our industry. Our inaugural scholarship winner, Jaclyn Kilani, worked hard to put herself through school and is now working for a SEMA-member company. We are just glad we are able to recognize and reward her for her hard work, and we look forward to doing the same for other industry peers as we move into the future.”

Kilani, who recently graduated from California State University with a degree in graphic design, is the marketing director at Dannmar Equipment, a manufacturer of automotive repair products. Of the specialty-equipment industry, Kilani says, “I couldn’t see myself anywhere else. It’s an eclectic marketplace with a very unique audience, and I love the challenge of marketing a company in a non-traditional way. This award came at the perfect time, and it's a tremendous step toward my goal of becoming debt-free. I truly appreciate the privilege.”

The SEMA Loan Forgiveness Program is dedicated to aiding recent graduates in getting off to a successful start in their specialty-equipment career. SEMA offers a minimum of $1,000 toward outstanding student loans for individuals who are employed by SEMA-member companies. Applications for the next program open in December 2010 at www.sema.org/scholarships.

Join YEN

Did you know that the SEMA Young Executives Network has more than 500 members networking in the industry and is the largest SEMA committee? If you are employed by a SEMA-member company and are under the age of 39, then you can join the SEMA Young Executives Network for FREE. If you are interested in becoming part of the team, please visit our website at www.sema.org/yen.

YEN Member of the Month Spotlight

Did you know that YEN has a Member of the Month Spotlight on the SEMA website and that anyone can be nominated? To view previous selections or to make a nomination, visit www.sema.org/yen.

Are you on Facebook, LinkedIn or Twitter? YEN is!

Be sure to follow YEN on all of your favorite social networking sites. To find these sites, go to www.sema.org/yen and use the links in the top right-hand corner.

YEN Column in SEMA Member News

Read YEN's column featured in the January/February issue of SEMA Member News.

For information about YEN, contact Angela Lee.