Wed, 02/23/2011 - 12:18

Are you hunting for a new job? The “Positions Available” section in the SEMA Member Classifieds lists more than 50 job openings around the country. Here are some of the latest classifieds posted to the website.

  • Keystone Automotive Operations, located in Quebec, Canada, is seeking a bilingual (French and English) outside sales representative. The candidate must possess knowledge of the Quebec and Atlantic Canada region, the ability to assist customers with store layout and merchandise displays and be able to work weekends at trade shows and events with minimal supervision. Extensive travel is a must.
  • AAM Competition LLC, located in Annapolis Junction, Maryland, is hiring an entry-mid-level sales associate with more than two years of sales experience, knowledge of MS Word and Excel and thorough knowledge of the automotive aftermarket industry.
  • Pro Comp, Smittybilt and G2 Axle & Gear is seeking a sales/tech/customer service representative for its Compton, California, office. The successful candidate will be responsible for answering heavy incoming sales/tech/customer service calls; completing warranty, tech and call logs; and traveling to all necessary trade shows as a sales representative. Requirements include knowledge of light-truck suspension, tires, wheels, axle and gear components. A minimum of two years of sales support experience is a plus.
  • Anzo USA is seeking a product manager for its Chino, California, office. This position will be responsible for managing inventory levels relating to mass-merchant plan-o-gram items, along with the development of new products and licensed products. The successful candidate should have a minimum of three years of experience, a proven track record of maintaining at least five turns per year on in-house inventory and more than five years of experience working with an Asian supply chain.
Wed, 02/23/2011 - 11:25
Chicago Auto Show
This year’s Chicago Auto Show took place as usual in the colossal McCormick Place exhibition center. While the Camaro, Charger and Cummins Ram were probably the most significant announcements for enthusiasts, a number of highly customized vehicles were interspersed throughout the show, including some that made their debuts at the 2010 SEMA Show.

By John Stewart

This year’s Chicago Auto Show took place as usual in the colossal McCormick Place exhibition center, debuting musclecars, new truck models and quite a few customs and concepts enthusiasts will appreciate.

For the army of media in attendance, the talk of the show might have been Chevrolet’s unveiling of the Camaro ZL1. Chevrolet describes the ZL1 as the highest-performing Camaro, and the most technically advanced car, ever developed in its class. It is planned for launch at the beginning of 2012.

The Camaro ZL1 will be the fastest Camaro ever offered by Chevrolet; official estimates of the car’s capabilities will be released later in 2011, as testing nears completion.

The ZL1 also features technologically advanced and highly developed chassis and suspension systems for track-ready handling and braking power. According to Chevrolet spokesmen on hand at the show, rigorous development of the ZL1 is ongoing.

The ZL1 will be powered by the LSA 6.2L supercharged engine, which will produce an estimated 550 hp and 550 lb.-ft. of torque, with specific features for the Camaro. Built on GM’s all-aluminum, small-block V8 architecture, the LSA features an intercooled supercharger system and heat-resistant aluminum-alloy cylinder heads. The sixth-generation Eaton supercharger has four-lobe rotors.

The suspension features driver-selectable Magnetic Ride Control. Currently, this technology appears on only a small roster of some of the world’s finest performance cars. The braking system, developed in conjunction with experts from Brembo, has six-piston calipers.

Charger Chicago
Media attendees went wild over the new Dodge Charger SRT8. The 465hp car, slated to be available late fall or early 2012, has a 175-mph top speed.
2012 Charger SRT8

Another big hit with the attending media was the Dodge Charger SRT8, set to launch later this calendar year, with a 6.4L Hemi V8 engine. The engine will be rated at an estimated 465 hp and 465 lb.-ft. of torque for power across a significantly wider rpm range than the current 6.4 Hemi. Fuel efficiency is enhanced by an adaptive valve exhaust system. Paddle shifters and a two-mode adaptive damping suspension are among the features that will enable spirited driving on the road and at the race track.

Ralph Gilles, senior vice president of product design and president and CEO of the Dodge Car Brand, Chrysler Group LLC, spoke about the car at the show.

“The new ’12 Dodge Charger SRT8 builds on the iconic four-door fastback coupe design of the all-new Charger and adds a much larger power band across the rpm range, along with intelligent performance attributes and safety and creature comforts for customers who are passionate about performance driving.”

The ’12 Dodge Charger SRT8 will be built at the Brampton Assembly plant in Brampton, Ontario, Canada, and will be in dealer showrooms later this year.

Up-Rated Cummins for Ram
Ram Chicago
The Ram High Output Cummins is now rated to produce 800 lb.-ft. of torque at 1,600 rpm, and exceed the previous model’s output in a broad rpm range. The new Cummins is the only heavy-duty pickup diesel that does not require the use of exhaust fluid to achieve 50-state emissions requirements.

Dodge had another big announcement for the diesel crowd, revealing a series of upgrades to its heavy-duty lineup aimed at giving it class supremacy in trailer towing.

Most significant was an up-rated Cummins turbo diesel engine. A new engine control module (ECM) with revised performance mapping allows the High-Output 6.7L, six-cylinder Cummins Turbo Diesel to reach peak torque at 1,600 rpm and exceed the previous model’s output from 1,200 through 2,800 rpm. Horsepower is also higher from 1,200 through 2,800 rpm, although maximum horsepower remains 350 at 3,000 rpm. The Cummins Ram is the only heavy-duty diesel pickup that does not require diesel exhaust fluid (DEF) to meet 50-state emissions.

Behind the new High-Output Cummins lies a new higher-rated torque converter that improves engine/transmission integration for better towing capability on grades and optimizes engine performance.

Along with the new ECM and torque converter, the 800 lb.-ft. Cummins-powered Ram Heavy Duty trucks receive a new crankshaft damper, reducing engine noise and vibration.

In addition to the higher-output Cummins, maximum gross combined weight rating was increased to 30,000 lbs., and max trailer weight was increased to 22,700 lbs.

While the Camaro, Charger and Cummins Ram were probably the most significant announcements for enthusiasts, a number of highly customized vehicles were interspersed throughout the show, including some that made their debuts at the 2010 SEMA Show in Las Vegas in November.

The Camaro ZL1 is still undergoing development, but Chevrolet is very serious about making it the segment leader when it arrives some time in 2012. Camaro ZL1
RK Collection Toyota Camry was on prominent display in the Toyota booth. Starting with a ’10 Camry two-door, RK Motors of Charlotte worked with suppliers such as Brembo, Fluidyne, Motec, Quicktime, Tremec, Speedway Engineering, Thrush and Willwood to build this “NASCAR Edition” Camry. The car features 20-in. wheels, custom bodywork, custom leather interior with roll cage, and a 358ci, 680hp TRD V8 engine with dry sump oiling system. It’s also got custom audio, power seats and air conditioning.

RK Collection Toyota Camry
This Honda CR-Z Hybrid R concept has a turbocharged, in-line 1.5L four-cylinder engine making an estimated 175 hp. An additional 25 hp and 65 lb.-ft. of torque are generated by an electric motor, running on nickel cobalt magnesium battery pack that generates 173 volts. Honda Performance Development (HPD) was the primary performance supplier. It’s thought that this car could be close to a performance hybrid that might one day be offered, minus the huge wing. Honda CR-Z Hybrid
This wild Scion was first introduced at the 2010 SEMA Show. Among the key suppliers are Extreme Dimensions, Seibon, C&G Customs, TSW, Tein, Power Slot and Muteki.
Wild Scion
This dramatic sports coupe represents a design statement, created by Infiniti design director Takashi Nakajima, that may project a philosophy affecting future vehicles from Nissan’s Infiniti division.
Infiniti Coupe
The Hyundai Curb is a compact “urban activity vehicle” and test bed for future vehicle technology. Features that might one day become available include doors and hatches that are opened by dragging fingers across hidden touchpads, LED lighting, side mirrors replaced by cameras and Hyundai’s new 175hp turbocharged 1.6L engine, with gasoline direct injection and idle stop technology. The car is estimated to deliver 30 mpg in the city, 40 mpg on the highway.
Hyundai Curb
Mopar Performance techs were on hand to customize a ’11 Jeep Wrangler right on the show floor. The “Black Ops Edition” has a Warn winch, Hella lights and a host of Mopar Performance parts, including a snorkel, skid places, rock rails, 2-in. lift kit, and front and rear bumpers. The Jeep Wrangler won the SEMA Award in 2010, SUV category, because so many customized Wranglers were on the Show floor.
Jeep Wrangler

 

Tue, 02/22/2011 - 16:55

SEMA Member News—January/February 2011

  Jim Considine Jr. was inducted into the MRC Hall of Fame. Accepting the award on his late father’s behalf was Jim Considine III (center) from MRC Chairman Wade Cobb (left) and Chair-Elect Chris Fairless.
Jim Considine Jr. was inducted into the MRC Hall of Fame. Accepting the award on his late father’s behalf was Jim Considine III (center) from MRC Chairman Wade Cobb (left) and Chair-Elect Chris Fairless.
   
The annual Manufacturers’ Rep Council (MRC) awards ceremony was held at the Las Vegas Hilton prior to the opening of the 2010 SEMA Show. The event attracted a packed room of manufacturers’ representatives gathered to witness the induction of Jim Considine Jr. into the SEMA MRC Hall of Fame and the presentation of the Sales Team Annual Recognition (STAR) award to TruXedo.

Induction into the MRC Hall of Fame is the most prestigious recognition awarded by the council and is reserved for individuals who have made significant contributions toward enhancing the professionalism, integrity and growth of the manufacturer’s rep industry. The individual must have been involved in the profession for a minimum of 10 years. MRC Hall of Fame induction is conferred upon a viable candidate only when the Select Committee deems that an individual has met the requirements of the award. It was an honor to announce that Jim Considine Jr. is the MRC’s 2010 inductee.

Considine Sales & Marketing Inc. (CSM) is an independent manufacturers’ representative agency with more than 200 years of combined experience in the specialty-equipment industry. Considine Jr. founded CSM in 1971 after nine years with Holley Carburetor Co. Holding to the principle of establishing long-term relationships with manufacturers and acting as their field sales arm as well as their eyes and ears, Considine Jr. represented McGard for 35 years, Moroso Performance for 28 years, Fluidampr, Hypertech, Competition Engineering and Dee Zee for more than 20 years and Phoenix USA for 18 years. He also actively consulted on key company issues.

CSM’s main offices are in the Detroit area, with 10 sales and service marketing professionals servicing 15 states (Michigan, Ohio, Illinois, Indiana, Kentucky, West Virginia, Western Pennsylvania, Wisconsin, Missouri, Minnesota, Kansas, North Dakota, South Dakota, Iowa and Nebraska). CSM provides sales and service for its manufacturers at specialty WDs, traditional WDs, direct marketers, mass merchandisers, wheel and tire distributors, undercar WDs and at engine and chassis builders.

  TruXedo won the prestigious STAR award for 2010, and Kelly Kneifl and Joel Mohlenhoff
TruXedo won the prestigious STAR award for 2010. On hand for the presentation were (from left) Kelly Kneifl and Joel Mohlenhoff of TruXedo, Chairman Cobb and Al Kucera and Craig Padgett of TruXedo.
 
During the 2009 SEMA Show Industry Awards Banquet, CSM was also honored with the 2009 SEMA Manufacturers’ Rep Agency of the Year award. Jim Considine Jr. passed away after a long fight against multiple myeloma in July 2010. Jim Considine III accepted the awards on behalf of his father.

The STAR award is presented to an outstanding manufacturer’s sales team that promotes professional partnership within the rep community. The recipient team is deemed to have best dealt with manufacturers’ representatives by providing timely and accurate updates on products and company policies and introducing new products as demand warrants. Other criteria include considering manufacturer representatives’ and customers’ comments when developing products and forecasting; providing representatives with necessary sales strategies, including samples, sales literature and competitive comparisons; and participating with representatives in fieldwork. Recipients of the STAR award are nominated and voted on by the members of the MRC only. The sales team at TruXedo won the prestigious STAR award for 2010, and Kelly Kneifl and Joel Mohlenhoff were on hand to accept the council’s honor. This world-class manufacturer continues to support the rep community, partnering with MRC-member agencies to offer customers a quality experience.

The SEMA MRC Hall of Fame and the STAR award recipients were initially announced at the general membership meeting and then recognized again during the SEMA Awards Banquet at the 2010 SEMA Show.

Tue, 02/22/2011 - 16:55

SEMA Member News—January/February 2011

  Jim Considine Jr. was inducted into the MRC Hall of Fame. Accepting the award on his late father’s behalf was Jim Considine III (center) from MRC Chairman Wade Cobb (left) and Chair-Elect Chris Fairless.
Jim Considine Jr. was inducted into the MRC Hall of Fame. Accepting the award on his late father’s behalf was Jim Considine III (center) from MRC Chairman Wade Cobb (left) and Chair-Elect Chris Fairless.
   
The annual Manufacturers’ Rep Council (MRC) awards ceremony was held at the Las Vegas Hilton prior to the opening of the 2010 SEMA Show. The event attracted a packed room of manufacturers’ representatives gathered to witness the induction of Jim Considine Jr. into the SEMA MRC Hall of Fame and the presentation of the Sales Team Annual Recognition (STAR) award to TruXedo.

Induction into the MRC Hall of Fame is the most prestigious recognition awarded by the council and is reserved for individuals who have made significant contributions toward enhancing the professionalism, integrity and growth of the manufacturer’s rep industry. The individual must have been involved in the profession for a minimum of 10 years. MRC Hall of Fame induction is conferred upon a viable candidate only when the Select Committee deems that an individual has met the requirements of the award. It was an honor to announce that Jim Considine Jr. is the MRC’s 2010 inductee.

Considine Sales & Marketing Inc. (CSM) is an independent manufacturers’ representative agency with more than 200 years of combined experience in the specialty-equipment industry. Considine Jr. founded CSM in 1971 after nine years with Holley Carburetor Co. Holding to the principle of establishing long-term relationships with manufacturers and acting as their field sales arm as well as their eyes and ears, Considine Jr. represented McGard for 35 years, Moroso Performance for 28 years, Fluidampr, Hypertech, Competition Engineering and Dee Zee for more than 20 years and Phoenix USA for 18 years. He also actively consulted on key company issues.

CSM’s main offices are in the Detroit area, with 10 sales and service marketing professionals servicing 15 states (Michigan, Ohio, Illinois, Indiana, Kentucky, West Virginia, Western Pennsylvania, Wisconsin, Missouri, Minnesota, Kansas, North Dakota, South Dakota, Iowa and Nebraska). CSM provides sales and service for its manufacturers at specialty WDs, traditional WDs, direct marketers, mass merchandisers, wheel and tire distributors, undercar WDs and at engine and chassis builders.

  TruXedo won the prestigious STAR award for 2010, and Kelly Kneifl and Joel Mohlenhoff
TruXedo won the prestigious STAR award for 2010. On hand for the presentation were (from left) Kelly Kneifl and Joel Mohlenhoff of TruXedo, Chairman Cobb and Al Kucera and Craig Padgett of TruXedo.
 
During the 2009 SEMA Show Industry Awards Banquet, CSM was also honored with the 2009 SEMA Manufacturers’ Rep Agency of the Year award. Jim Considine Jr. passed away after a long fight against multiple myeloma in July 2010. Jim Considine III accepted the awards on behalf of his father.

The STAR award is presented to an outstanding manufacturer’s sales team that promotes professional partnership within the rep community. The recipient team is deemed to have best dealt with manufacturers’ representatives by providing timely and accurate updates on products and company policies and introducing new products as demand warrants. Other criteria include considering manufacturer representatives’ and customers’ comments when developing products and forecasting; providing representatives with necessary sales strategies, including samples, sales literature and competitive comparisons; and participating with representatives in fieldwork. Recipients of the STAR award are nominated and voted on by the members of the MRC only. The sales team at TruXedo won the prestigious STAR award for 2010, and Kelly Kneifl and Joel Mohlenhoff were on hand to accept the council’s honor. This world-class manufacturer continues to support the rep community, partnering with MRC-member agencies to offer customers a quality experience.

The SEMA MRC Hall of Fame and the STAR award recipients were initially announced at the general membership meeting and then recognized again during the SEMA Awards Banquet at the 2010 SEMA Show.

Tue, 02/22/2011 - 16:26

 

  Esther Berg
  Esther Berg will help handle internal marketing, social media and website efforts for The Marx Group.

Esther Berg Joins The Marx Group
Esther Berg was hired by The Marx Group as marketing coordinator. Berg was most recently the marketing communications coordinator for Bouchaine Vineyards and Winery in Napa, California. In her new role, Berg will help The Marx Group in its internal marketing, social media and website efforts. The company announced that she will also actively participate in client brainstorming meetings to help generate new ideas and support the agency's public relations and social media outreach on behalf of clients.

AutoTrader Classics Hires Bryan Weston
AutoTrader Classics appointed Bryan A. Weston as director of national accounts. He is responsible for AutoTrader Classics' national account sales department. Most recently, Weston was director of national sales at Jumpstart Automotive Group, wholly owned by Hachette Filipacchi Media–U.S., where he was responsible for integrated program development and sales. In this role, he was responsible for the sell-in and execution for all platforms and products within the Jumpstart Automotive Group. Weston will be based in AutoTrader.com's Novi, Michigan, office, with nationwide responsibilities.

Melanie Rushforth Honored as 2010 Women of Influence Rising Star
Melanie Rushforth, owner of Rushforth Wheels, was recognized as one of the 2010 Women of Influence Rising Stars by the Business Examiner, which annually recognizes the accomplishments and achievements of women through the South Sound business community in Tacoma, Washington. The honorees are recognized for making a difference in their professional and personal lives through accomplishments in their industry and community. In addition to being the chair for the military affairs and scholarship committees for Tacoma Rotary No. 8, Rushforth is a volunteer with the United Way of Pierce County, founded the Tacoma City Kids Marathon, is a director of the Tacoma City Marathon and a member of the 6th Avenue Business District.

Dynotech Joins Goodguys Giveaway Program
Dynotech Engineering Service became an official partner of the Goodguys Rod & Custom Association's Choice Product Giveaway Program. As part of the program, Dynotech driveshaft products will be featured at each of Goodguys' 18 national events in 2011. In addition, attendees will have a chance to win a custom Dynotech drawnover mandrel steel driveshaft at the shows. For a complete list of 2011 Goodguys events, which begin in March and run through November, visit www.good-guys.com.

Lincoln Technical Institute Named Official Technical School of the NHRA
The Lincoln Technical Institute was named the official technical school of the NHRA. As part of the multi-year agreement, Lincoln Technical Institute will have a major presence at several NHRA Full Throttle Drag Racing Series national events and will also have commercial spots and in-show features during the ESPN2 HD coverage on elimination days, display space in the Manufacturers Midway, and screen spots and features on the trackside jumbotron. The NHRA also is providing Lincoln Technical Institute with multiple exposure opportunities through a variety of NHRA marketing platforms and has the opportunity to use the NHRA mark in its advertising and promotional campaigns.

Tire Group International Opens Logistics Office in China
The Tire Group International opened a new logistics office in Xiamen, China. The new location will be headed up by Emma Luo, who joins Tire Group International after spending seven years with Schenker & BAX Global logistics. “I know Emma will bring us a more streamlined communication channel with vendors in China and greater efficiencies in our distribution channel, providing a quicker turnaround time from order placement to order fulfillment,” said Steven Zhu, Tire Group International’s vice president of purchasing.

Know someone who has moved on or up? Have a company announcement to make? Let us know. Send press releases and information for Movers & Shakers to editors@sema.org.
Tue, 02/22/2011 - 15:59

Subaru Coupe

It's been a little while since shots of the test car for the new Toyota/Subaru coupe have circulated, but Brenda Priddy brings us new shots of this mule in the United States showing off its hatchback configuration.

The newest Subaru is still wearing some of the most bizarre bodywork Priddy and her group of shooters have ever seen, but minus the huge spoiler which previously hid the hatchback lines.

Priddy says that rumors run far and wide on this car, but there are a few tidbits that seem largely agreed upon. The rear-wheel-drive Subaru will likely have 2+2 seating, along with independent suspension all around. As far as powertrains go, a turbocharged 2.0L boxer seems to be the order of the day, according to Priddy, with a horsepower rating in the 260 range.

Look for the sporty coupe to make an appearance—in concept guise—at the Geneva Motor Show.

Subaru Coupe
Photo Credit: Brian Williams for Brenda Priddy & Company

Tue, 02/22/2011 - 15:59

Subaru Coupe

It's been a little while since shots of the test car for the new Toyota/Subaru coupe have circulated, but Brenda Priddy brings us new shots of this mule in the United States showing off its hatchback configuration.

The newest Subaru is still wearing some of the most bizarre bodywork Priddy and her group of shooters have ever seen, but minus the huge spoiler which previously hid the hatchback lines.

Priddy says that rumors run far and wide on this car, but there are a few tidbits that seem largely agreed upon. The rear-wheel-drive Subaru will likely have 2+2 seating, along with independent suspension all around. As far as powertrains go, a turbocharged 2.0L boxer seems to be the order of the day, according to Priddy, with a horsepower rating in the 260 range.

Look for the sporty coupe to make an appearance—in concept guise—at the Geneva Motor Show.

Subaru Coupe
Photo Credit: Brian Williams for Brenda Priddy & Company

Tue, 02/22/2011 - 15:56
Get ready to relive the 2010 SEMA Show one show vehicle at a time through www.enjoythedrive.com. In addition to SEMA Show product videos and news on what's happening in the specialty-equipment market, the site features a vehicle photo gallery from the 2010 SEMA Show. The gallery includes photos of all of the display vehicles at the Show available for download and is searchable by several key words, including vehicle model, vehicle make, exhibiting company name and more.

This week's gallery is features many vehicles from the BMW stable. Visit the site at www.enjoythedrive.com.  


Tue, 02/22/2011 - 15:56
Get ready to relive the 2010 SEMA Show one show vehicle at a time through www.enjoythedrive.com. In addition to SEMA Show product videos and news on what's happening in the specialty-equipment market, the site features a vehicle photo gallery from the 2010 SEMA Show. The gallery includes photos of all of the display vehicles at the Show available for download and is searchable by several key words, including vehicle model, vehicle make, exhibiting company name and more.

This week's gallery is features many vehicles from the BMW stable. Visit the site at www.enjoythedrive.com.  


Tue, 02/22/2011 - 15:48

SEMA News—February 2011

Enthusiasts Enter the 2010 SEMA Show, and Tell All

By Carr Winn

  SEMA News-February 2011-
The SEMA Opinion Leader Program provided a “golden ticket,” allowing enthusiasts to enter the 2010 SEMA Show on the final day and share their impressions about the specialty-equipment industry’s newest trends and hottest products.
   
A special group of enthusiasts entered the Las Vegas Convention Center on the final day of the 2010 SEMA Show. Despite the trade-only attendance rule, this select group was granted a “golden ticket” through the SEMA Opinion Leader Program. Participants received access to the SEMA Show on one condition: Their experiences had to be shared via feedback surveys and, when possible, across a variety of Internet-based social networks. This was the second year of the project, and the feedback and enthusiasm were inspiring.

“Being completely enveloped by what I have such a passion for was a great feeling,” said Steve Roberts of Scottsdale, Arizona. “Nothing but car stuff as far as I could see, and everything imaginable was represented in one place. I was a kid in a candy store.”

Paying their own room and board and challenged with covering the Show in just a single day, the participants took their mission seriously. Using Twitter tweets, Facebook updates, YouTube videos, Flickr uploads and plain old pen and paper, these special Showgoers created massive SEMA Show buzz at the consumer level. The exposure was incredibly impactful, especially because the social media platforms allowed users to share information from “trusted” sources. The messages that opinion leaders delivered using social networks, therefore, represented powerful endorsements as they spread the word about their initial impressions from the Show.

“The information that we gathered from the program will give SEMA-member companies a better understanding of their end users, which will help them make better-informed business decisions,” said Tom Myroniak, SEMA vice president of marketing and member services. “It will also raise the visibility of their products and, we hope, help them sell more.”

When asked about the best part of attending the SEMA Show, Roberts answered like any passionate enthusiast: “All of it.” To be specific, he explained that offering feedback and contributing to the industry beyond simply making a purchase from a local retailer was extremely rewarding. As an example, he spotted an attractive finned aluminum valve cover for a Cadillac 472 engine, and his imagination took over.

“Just knowing that [valve cover] is now available, I’m stoked,” Roberts said. Though not directly involved in a build featuring that type of engine, he shared his thoughts about the new product in his feedback survey. Knowing his audience, Roberts used the opportunity to explain why his fellow enthusiasts would view the new product as motivation to start building. “Anybody can build a small-block Chevy,” he said, “but building a nice-looking, high-horse Caddy engine is pretty damn cool!”

Finding similar inspiration in new products was almost a universal experience, as this year’s opinion leaders enjoyed special access privileges to the New Products Showcase. Prior to the SEMA Show opening on Friday, the enthusiasts were tasked with scanning the display cases and reporting on products that, such as Roberts’ favorite new valve cover, caught their eye and deserved a space in their highlight reel. With more than 2,000 products registered for the Showcase, it was a Herculean task, but participants rose to the challenge and continually updated their fans and followers with real-time coverage of their experience.

In addition to the products, the experience of meeting specialty-equipment executives and celebrities face to face was equally rewarding. Eric King, an engineer and business owner, was just one of many participants who enjoyed the opportunity.

“Hearing people in person has far more of an impact to me that just meeting them online, on the phone or through a blog,” said King. He was able to share his opinions about the hottest trends in lighting, user-friendly data acquisition and suspension for those unable to score credentials for the Show. His obvious interest in all things high-tech clearly served as a guide during his trip through the Convention Center. When asked what would catch on with the people in his inner circle, King said: “From a hobbyist point of view, EFI systems for the older V8s, LED lighting, hybrid and electric vehicles.”

Jonathan Jong, a fellow Opinion Leader participant, was also drawn to the vast collection of new high-end technology for
do-it-yourself mechanics. The use of personal computing equipment in new applications was something he wanted to share with his friends.

“I was intrigued by the new OBD-II kits that wirelessly transmit all your CPU’s information to your iPad/iPhone/laptop,” said Jong. Seeing an automotive legend was also a story he couldn’t wait to share. In answer to what was the best part of the experience, he was elated: “To top things off, I was able to meet the living legend of the car world, Chip Foose!”

The firsthand feedback provided by the participants is unlike any other, giving exhibitors both an instant reaction from actual enthusiasts in real time via social networks, followed by a comprehensive report available at www.sema.org/research. Myroniak described the ideal candidate, and the benefit to hosting this type of program.

“We’re looking for active enthusiasts to help us learn what truly resonates and what doesn’t,” said Myroniak. “Their input will be incredibly valuable and undoubtedly aid in shaping future plans.”

Myroniak was extremely complimentary of this year’s Opinion Leader Program participants, noting that their efforts provided exhibitors with critical feedback about their preferences, attitudes and outlook toward the industry and its products. The program's second phase was to analyze the data and compile into a comprehensive report, which aims to merge information gathered from a series of focus groups and a feedback survey and identify the patterns and points of interest that SEMA members can use throughout 2011.

An analysis of the focus groups along with data collected from the applications can be found in the 2010 SEMA Show Opinion Leader Report. It is free of charge for all SEMA members and SEMA Show exhibitors. For questions regarding the report or the Opinion Leader Program, contact Megan McKernan at meganm@sema.org. And finally, click here for information about the 2011 SEMA Show.