SEMA Show exhibitor key contacts have the opportunity to register and pay for guests, contest winners, influencers, amateur builders, or other people not working a booth or employed at an industry company to attend this year’s SEMA Show.
Exhibitors that would like to introduce the Show to people outside of the traditional automotive market can register Exhibitor Guests for $40 each by October 8.
To view the entire 2021 SEMA Show Floorplan, including the exhibit halls, visit www.SEMAShow.com/floorplan.
After the October 8 deadline, registration is onsite only for $90 per guest. The maximum number Exhibitor Guest badges is 10 per exhibiting company.
For exhibitors that register domestic (U.S. and Canada) guests prior to October 8, the badges will be mailed to the address(es) provided by each company’s key SEMA Show contact.
Exhibitor Guests may only attend the SEMA Show on Friday, November 5, 2021, during normal exhibit hours, 9:00 a.m.– 4:00 p.m. No one under the age of 16 will be allowed onto the exhibit floor, including infants. Use of a school ID is not acceptable to prove age unless it provides a date of birth.
For more information, contact semashow@sema.org.
For complete information about the 2021 SEMA Show, visit www.SEMAShow.com.
The Office of the United States Trade Representative is preparing its annual report on China’s compliance with intellectual property rights and other commitments it made in connection with its accession to the World Trade Organization. The USTR is required to submit a report to Congress in December of each year, and is soliciting public comments to assist in preparing this year’s report. Topics on which the USTR seeks information include trading rights, import and export regulation, internal policies affecting trade, and intellectual property rights and enforcement. Click here for the USTR’s 2020 report to Congress.
Comments are due September 15, 2021. Please contact Caroline Fletcher at carolinef@sema.org if your company has any experiences or additional insights on this topic you wish to share.
Mentorship plays a huge role in the lives of many automotive aftermarket professionals. In fact, many—if not all—successful industry leaders will attest to having benefitted from some form of mentorship in their career along the way.
A new SEMA Virtual Education video features passionate automotive student James Delahanty and his former high-school top teacher Morris Hafford in a candid and inspirational story. The video is the third episode of the ARMO Builder Series that brings viewers stories from some of the industry’s most passionate and creative builders.
Get to know the role Hafford played in helping Delahanty meet City Classic Cars owner Sabra Johnson, and how it enabled Delahanty to further pursue his passion in the automotive aftermarket industry. The video also includes behind-the-scenes footage of Hafford at his high-school class, and he shares his goals as an educator and helps students find their purpose.
Watch the video and stay tuned to SEMA eNews and ARMO social media for Episode Four featuring Dan Short of FantomWorks, debuting on September 2.
SEMA eNews highlights new products from industry companies when available. To have your product considered for upcoming issues, send product press releases to editors@sema.org.
Steele Rubber Products
New Parts for Lincoln Continental
Steele Rubber Products has unveiled new parts for '61-'63 Lincoln Continental Sedans—Front Door Roof Rail Weatherstrips and Rear Door Roof Rail Weatherstrips.
Front Door Roof Rail Weatherstrips
Fits ’61–’63 Lincoln Continental Sedan
Part Number: 70-4146-68
This Front Door Roof Rail Weatherstrip pair is made of ozone resistant EPDM dense rubber to the original design. They have molded ends which provides for a factory like fit with corrosion resistant brass cores to ensure durability and a proper seal. These high-quality weatherstrips fit on the front roof of the vehicle and work to seal the side windows when they are fully raised.
Left and Right pieces that glue and screw directly to the vehicle body. Hardware is not included.
Replaces factory part #C1VY-513B16 (RH) and #C1VY-513B17 (LH).
Made in the USA
Rear Door Roof Rail Weatherstrips
Fits ’61–’63 Lincoln Continental Sedan
Part Number: 70-4147-68
This Rear Door Roof Rail Weatherstrip pair is made of ozone resistant EPDM dense rubber to the original design. They have molded ends which provides for a factory like fit with corrosion resistant brass cores to ensure durability and a proper seal. These high-quality weatherstrips fit on the rear roof of the vehicle and work to seal the side windows when they are fully raised.
Left and Right pieces that glue and screw directly to the vehicle body. Hardware is not included.
Replaces factory part #C1VY-53513A68-E (RH) and #C1VY-53513A69-E (LH).
PWR STEER
Power Steering Pumps for Popular Applications
PWR STEER Motion Control Systems now offers 13 new Power Steering Pumps for popular domestic and import cars and light trucks. The new pumps deliver exceptional new coverage for more than 29 models from Chrysler, Dodge, Ford, Hyundai, KIA, Ram, Toyota and Subaru.
New application coverage:
’05–’10 Chrysler 300; Dodge Challenger, Charger, Magnum (also with 5.7L engine)—supplied w/Inlet fitting
Lingenfelter Performance Engine Building Center
Performance Design Carbon pTR Intake Manifold
Lingenfelter Performance Engine Building Center announced the release of its Performance Design pTR Carbon Fiber Intake Manifold System for C8 LT2 Corvettes. Producing an additional 25 hp at the rear wheels on average hen used with the Lingenfelter 95 mm Throttle Body, the pTR Carbon Fiber Intake Manifold takes a stock C8 LT2 Corvettes to the next level with style and performance.
This advanced system includes the approbate couplers, hoses, harness, gaskets, fasteners and connectors specifically designed to with the factory-installed connections and fittings on all C8 LT2 Corvettes.
Covercraft announced the introduction of a new line of custom vehicle covers featuring premium non-woven, multi-layer fabrics.
Covercraft has served as an automotive market leader in innovative protection products, and the new line of automotive covers expands the company’s selection to provide the most comprehensive fabric offering in the industry.
“Our customers have been asking for new, multi-layer options, so we’re very excited about bringing these three new fabrics to the market,” said Erik Guldager, vice president of sales and customer service.
MasterTop
Jeep Gladiator Bimini and Windstopper Combo
The new Bimini Plus and Wind Stopper Combo from MasterTop is designed to block out the sun and offer extra weather protection from sudden showers, without the hassle of a hardtop. This easy-to-install top and rear windscreen is available in two fabric options—a 25-oz. pinpoint Black Diamond Sailcloth fabric or Mastertop’s exclusive 30-oz. three-layer luxury MasterTwill fabric. Both styles feature reinforced straps and heavy-duty rubber seals for additional weather protection. The Wind Stopper has an exclusive zip-down window that allows for increased airflow through the cabin on hot days.
The Bimini Plus Summer Top and Wind Stopper combo is a plug-and-play install that will fit any Jeep Gladiator JT with no drilling or modifications to the vehicle.
The National Highway Traffic Safety Administration (NHTSA) has issued a proposed rule to update the standard reference test tire (SRTT) used as a baseline tire to rate treadwear, braking traction, snow traction and evaluate pavement surface friction.
ASTM E1136, Standard Specification for P195/75R14 (14-in. SRTT) will be replaced with ASTM F2493, Standard Specification for P225/60R16 (16-in. SRTT). The change is necessary because the only manufacturer of the currently referenced SRTT ceased production of the tire—a 14-in. all-season steel-belted radial tire. The new SRTT will be cross-referenced in all applicable NHTSA standards and regulations. Comments due: September 7, 2021.
The SEMA Memorial Scholarship Fund issued a total of $296,000 in scholarships and loan-forgiveness awards to help 119 individuals who currently work or are planning to pursue careers in the automotive aftermarket industry. The winners include 97 students who received scholarships ranging from $1,000 to $5,000, and 22 employees of SEMA-member companies who received loan forgiveness awards to help pay off student loans.
For the first time in the program’s history, five students have been awarded Top Student Awards valued at $5,000—the highest award possible. In addition to the financial awards, this year’s scholarship program also includes 10 winners who will be selected to take part in an inaugural SEMA Show student experience. The 10 students will be flown to the SEMA Show in Las Vegas in November, where they will participate in the industry’s leading trade event, make business connections and gain valuable experience.
"We’re excited to honor another fantastic group of students and members to represent the SEMA Memorial Scholarship Program,” said SEMA Student Program Committee Chair Ian Lehn. “We are particularly thrilled for the student experience, and are excited to have top students join us at the SEMA Show for hands-on, real-world experience. They will see the SEMA Show up close, leave with meaningful industry connections and experience the magic that one can only get by being at the SEMA Show.”
Emma Cameron, Top
Student Recipient
The SEMA Memorial Scholarship Fund and the SEMA Show student experience are designed to encourage and support future talent and leaders in the automotive aftermarket industry. Scholarships are awarded annually to foster the next generation of automotive aftermarket industry leaders and innovators by helping them get off to a successful start in their education and automotive aftermarket careers. This year’s awards brings the total amount issued since the program’s founding in 1984 to more than $3 million
The online application for next year’s award will open starting in January of 2022, at www.sema.org/scholarships.
For questions or additional information, contact SEMA’s Project Manager, Member Services Byron Bergmann at 909-378-4859 or byronb@sema.org.
SEMA Scholarship Award Winners Recipient (Institution Name, Major)
Breann Adamson (Highland Community College, Automotive Technology)
Gage Allen (University of Tulsa, Computer Engineering)
Trevor Andis (Indiana University-Purdue University-Indianapolis, Mechanical Engineering)
Dylan Baillie (Boise State University, Mechanical Engineering)
Justin Beers (Ferris State University, Automation Technology)
Camden Boshart (California Polytechnic State University – San Luis Obispo, Mechanical Engineering)
Katelyn Fair, Top Student
Recipient
Emma Cameron (Boise State University, Mechanical Engineering) – Top Student & Ray T. Flugger Engineering Scholarship
Stassa Cappos (California Polytechnic State University – San Luis Obispo, Mechanical Engineering) – Leo Kagan Award
William Carlton (Citrus College, Diesel and Heavy Equipment Technician)
Matt Behrnes is the latest SEMA Emerging Trends & Technology Network (ETTN) member to share his insight on how his company pivoted during the pandemic and utilized technology to keep business moving forward. Behrnes is a brand manager at KW automotive North America Inc., a company that manufactures automotive aftermarket suspension system technology.
SEMA: How has your company pivoted during the pandemic?
Matt Behrnes: As with others, our biggest challenge was keeping the doors open while keeping in line with the everchanging CDC guidelines. Our team did an outstanding job of not only keeping the doors open, but also not having to sacrifice any employees. Running dual and staggered shifts, employees working from home, social distancing and mandatory masks and regular cleanings were all a part of our new “normal.”
SEMA: What technology tools, new or old, have you leaned on recently?
MB: With the challenges of keeping inventory levels up, we have resorted to growing our internal manufacturing and increasing speed to market and rapid prototyping by purchasing a new 3-D printer.
SEMA: What new trends have you noticed with sales and marketing?
MB: Not a new trend per se, but it’s become brutally clear with everyone being stuck in isolation this past year that content is king these days. Our marketing team has been hard at work on not only our social aspect but our video content as well.
SEMA: What, if any, changes in business do you feel will outlive the pandemic?
MB: It seems that on top of all the hurdles, specifically supply chain and empty shelves, that customer service as a whole has suffered drastically regardless of industry. With that in mind, we have focused heavily on making sure that we have been providing the best customer experience that we possibly can. In the end, all we really want are happy, satisfied, repeat customers. Without that, it doesn't matter how great your products are.
Fill out this form for a chance to be featured in the next ETTN member insight. By sharing your experiences, you can inspire and motivate other members to learn new tips and ideas. You may also be featured on ETTN’s social media and in SEMA eNews.
Exhibitors who have breaking news announcements that will be of
interest to a large number of media can utilize press conferences
during the 2021 SEMA Show.
The deadline for exhibitors to submit an application to hold an official SEMA Show Press Conference has passed. Update emails were sent earlier this week to all exhibitors who submitted an application, and the final schedule will be announced in early September. Exhibitors that did not receive an email this week but believe they submitted an application should contact John Santos at johnls@sema.org immediately.
Complete information on the SEMA Show, including details on special events, an exhibitor list and floorplan are available at www.SEMAShow.com.
The Products for Project-Vehicle Builders list connects
manufacturers with builders looking to create or complete a
vehicle project.
Exhibitors of the 2021 SEMA Show are invited to expand their reach, product exposure and Show-floor presence by offering products to builders through the Products for Project-Vehicle Builders list. The list connects manufacturers with builders looking to create or complete a vehicle project.
The list, which will be updated in SEMA eNews, features product offers and contact information provided by confirmed SEMA Show exhibitors. Builders interested in obtaining a product use the information to contact exhibitors directly. With each project vehicle required to be supported by a current 2021 SEMA Show exhibitor, all product-placement decisions, negotiations and agreements are the responsibility of the exhibiting manufacturer and the builder.
The list is open to exhibitors of the 2021 SEMA Show only. To be included in the list, complete the form.
Exhibitors: Each submission will appear on a first-come, first-served basis. As participation increases, all submissions will also be archived on www.SEMAShow.com.
Note: For verification purposes, the Project-Vehicle Builders form must be used to participate in the program; email submissions will not be included in the list. Participation in the list does not guarantee product or vehicle placement at the 2021 SEMA Show.
Prepare to Do Business With These Quick Networking Tips for Exhibitors, Attendees, Builders and Media
By Mike Imlay
The industry has changed a lot since it last gathered in 2019,
and so has the SEMA Show, which is back bigger and better
than ever for 2021. With the excitement building, now is the
time to strategize how you’ll reconnect.
The buzz is palpable. Momentum is building for the 2021 SEMA Show. Slated for November 2–5 in the newly expanded Las Vegas Convention Center, the Show marks the return of SEMA’s in-person trade events—and it’s that opportunity for live, face-to-face connection and networking that has the industry talking.
“We’ve gotten stronger support for the Show in a shorter period of time than we’ve ever seen before,” said SEMA Vice President of Events Tom Gattuso. “It’s clear that the industry is eager to reconnect after last year’s unprecedented disruptions. Aftermarket businesses of all types and sizes are seeing the 2021 SEMA Show as an opportunity to share what they’ve learned and showcase the new products and innovations that they’ve developed since the last live SEMA Show. It’s going to be an exciting milestone as the industry turns the corner and advances into 2022 and beyond.”
Of course, the world has changed since the last SEMA Show in 2019, and so has the specialty-equipment industry. The COVID-induced economic shutdown forced the aftermarket to innovate and improvise in unexpected ways. Zoom calls temporarily replaced face-to-face B2B conversations. New-product launches went online. Supply chains forged new links. And businesses of all types discovered novel methods to engage their customers. Most of all, the absence of live industry gatherings left a vacuum felt by all.
Now that the world’s premier automotive trade event is back bigger and better than ever, how can Showgoers best reconnect in this changed environment? SEMA News turned to Gattuso for some expert tips ahead of the Show. Our Q&A interview follows, edited for clarity and conciseness.
SEMA News: Anticipation is already running high for the 2021 SEMA Show. How is the event shaping up?
Tom Gattuso: I would say the two strongest indicators that we track on a daily basis are registration and our hotel saturation. Usually those two factors go hand in hand. We’re seeing really strong support for both, which leads us to believe that we’re going to have a very good Show in November. But almost as important as those metrics are the anecdotal stories that we’re hearing from buyers in the industry, the media and our exhibitors. People really do want to reconnect at the SEMA Show in November, and they’re positioning their businesses and 2022 planning around Show week. We’re really looking forward to how that’s going to manifest itself in the environment that
we’ve built.
SN: Obviously, in a trade arena of this size and scope, there’s going to be a lot of catching up on what’s happened in the last year.
TG: Yes, it’s only natural, given that our Show participants haven’t seen each other for a prolonged period. There’s going to be a greater propensity for people to share what they’ve been through than we’ve ever had in our SEMA Show history. Understanding that, we’re working to deliver a trade-focused event that facilitates business-to-business connections, builds on the pent-up enthusiasm people are experiencing, and positions the industry for growth. There’s a real opportunity to leverage all that and learn.
We’re hoping that Showgoers will pull out the business-value tidbits as they gather and share their stories. What did your business learn in the two years since the last SEMA Show? How has it transformed or changed? This is a chance to share your business’s progress while catching up on the latest trends. If you come away having seen how companies were able to thrive, change or adapt their business models, that can only help your business in the long run. The goal is to tap into that shared industry knowledge to help the whole marketplace evolve.
SN: It’s been two years since the last live SEMA Show. What can we expect to see with the Show’s return?
TG: The Show floor is going to be packed with what the next 12 to 36 months are going to look like for our industry. You’ll see it in the new products and branding that hundreds of companies will showcase. It will be interesting to have a foot in what happened over the past two years but then another foot in what’s going to happen for the next three. As we see how we’ve all come through this historic pandemic experience and how much stronger we can be because of it, that’s going to energize people. I’m looking forward to seeing how that plays out among exhibitors and attendees in each of the many Show sections.
In your B2B conversations, it will be natural to exchange notes
about the pandemic’s effects on your business. Leverage those
discussions as opportunities to share your progress and
innovations, catch up on trends, and position your business for
growth in 2022 and beyond.
SN: With that in mind, do you have any networking tips for participants, starting with exhibitors?
TG: For an exhibitor, I would recommend a couple of things. First is to make sure that you’re doing pre-event marketing. Letting people know that you’re going to be at the Show helps create momentum and, ultimately, success there on the Show floor. The other thing I’d recommend is practicing your booth conversations. Create 30-sec., 1-min., 5-min. and 10-min. pitches.
Outline in your head how you want to catch up with people. If it’s a customer you haven’t talked to in a long time, it might be one conversation. If it’s a customer you do business with on a regular basis but just haven’t seen in person, that’s a different conversation. But practice those conversations ahead of time so that when you get to the Show floor, you can target them to benefit your customers.
Finally, time at the Show is going to be especially valuable this year because people will be having so many more conversations than in years past. You’ll want to take customers down a path of how your company has evolved over the past two years, what new products you’re working on, and how you’ll reconnect with them following the Show.
SN: Now let’s say I’m a buyer. It’s a bigger Show than ever with the new West Hall opening and many other new features. What can I do to maximize my Show experience?
TG: For buyers, it also begins with some pre-Show planning. First, you’ll want to outline what your current customers are looking for. Next, you’ll want to take a good look at your business and outline what you’re good at. Then you can research the companies that can help you succeed. When you get on-site, you’ll want to prioritize those companies. When you visit their booths, ask about the new products they’re offering and what they plan to do business-wise in the coming three years.
Of course, you’ll also want to schedule time to walk the floor without an agenda. View it as a serendipitous exploration of what’s happening in the industry, from the New Products Showcase to the many feature areas we’ve assembled throughout the Show. You’ll likely find new companies that you didn’t know of before, with products or services that can help your business evolve. Again, you’ll also want to develop a post-event strategy for following up over the next six months, 12 months and three years so you can take what you’ve discovered to the next level.
SN: This year’s SEMA Show will also offer some great reconnections with builders. Would you like to comment on that?
TG: The interesting thing is how the industry and the marketplace reacted to the past year’s events. Some portions of it thrived like never before, but other portions were heavily impacted. The builders were the mortar between the bricks. They’ve had customer vehicles that they’ve been building and manufacturers that they’ve been sourcing parts from. They’ve helped tie everything together and keep aftermarket enthusiasts engaged. It’s going to be energizing to see what trends have emerged from that. Again, it’s been two years since our last live Show, so we’re going to see an evolution happening right before our eyes on the 2021 Show floor.
SN: We’re already seeing a lot of media buzz surrounding the Show. Do you have any tips for industry news gatherers and content creators?
Always a key Show element, SEMA Education offerings that
highlight the latest industry trends and best practices will be
especially salient this year. The Show’s many educational
events and seminars also present great opportunities for
networking and exchanging ideas with aftermarket peers.
TG: For the media, there’s going to be a lot of product development that’s taken place over the past 18 months. Some companies haven’t introduced these products to the marketplace yet. That’s one of the magical things about a live event. You can see all the innovation up close as you walk the aisles.
As for media networking, we’ve anchored the Show with proven opportunities such as our Monday Reveal and our Thursday-night SEMA Industry Awards Banquet. There’s also our New Products Showcase and many outdoor features where you can see the products put to practical use. The media definitely will want to take advantage of those events.
I’d also recommend that media reps set aside some discovery time. Try a networking event that you’ve never been a part of—maybe a SEMA council gathering, a buyer event or a manufacturer after-party. Media audiences have a pent-up demand for content. There will be lots of opportunities for the media to deliver what’s new, cool and trending.
››› The industry has changed a lot since it last gathered in 2019, and so has the SEMA Show, which is back bigger and better than ever for 2021. With the excitement building, now is the time to strategize how you’ll reconnect.
What 2021 SEMA Show Exhibitors Are Saying
With the 2021 SEMA Show fast approaching, exhibitors and attendees alike are already sharing their enthusiasm and plans for reconnecting in-person with the industry.
“SEMA is the place to showcase what is new within the industry, which creates excitement and enthusiasm,” said Kristen Damberger, Cometic Gasket director of promotions, advanced. “As an exhibitor, we want to fuel that fire. We want to be a part of that energy. Like many companies in our industry, we are unexpectedly busy, and our time at home has allowed us to evaluate processes and equipment. We are excited to share our plan and commitment to getting a quality product out the door on time.”
Damberger said that, having solidified its big-block Chevy gasket line, the company is now taking on modern muscle. It plans to showcase its StreetPro top-end and bottom-end gasket kits for the Ford 5.0L Coyote and Chrysler 6.4L Hemi Apache engines at the Show.
E3 Spark Plugs Vice President for Motorsports Bob Fisher expressed his company’s anticipation as well.
“For one thing, we almost always get excited for the SEMA Show,” he said. “It’s a great place to do business and very often sets the tone for the coming year. Last year’s cancellation only amplified our enthusiasm to get back to Vegas and to get back to business in person.”
Fisher noted that the E3 brand recently launched a new line of ultra-lightweight lithium batteries for powersports, automotive and racing applications.
“Originally, these batteries would have been showcased at the 2020 SEMA Show, but since it was canceled, we will naturally showcase them at the 2021 SEMA Show so that our customers and the industry in general can see them firsthand,” he said.
From the SEMA Show’s annual Monday-night Reveal Party to its Thursday-night Industry Awards Banquet and the annual SEMA Ignited after-party, the SEMA Show delivers an unmatched week of industry camaraderie and networking. In fact, you’ll also find numerous SEMA council events, international events, education tracks and more throughout the Show, all tailored to reconnect you with the industry and grow your business. For more information about these and other Show opportunities, visit www.SEMAShow.com.
Matt Behrnes is the latest SEMA 
