The “SEMA Market Report” provides a comprehensive
overview of the product sales, customer base and relevant
trends that affect specialty-equipment businesses.
As the industry recovers from the unusual events of 2020, many businesses are looking for information and insight to help them navigate the return to normal and plan for the future.
SEMA has been busy these past few months providing exactly that. Between SEMA’s monthly “Industry Insights” webinar series, VIO program, and published reports, SEMA puts a wealth of knowledge at its members’ fingertips to help inform their strategic decision-making.
Here are just a few of the resources SEMA has recently made available to the specialty-automotive industry:
The “2021 SEMA Market Report”—SEMA’s flagship research report, the “SEMA Market Report” provides a comprehensive overview of the product sales, customer base and relevant trends that affect specialty-equipment businesses.
The “SEMA State of the Industry—Spring 2021” Report—Combining insights from businesses across the specialty-equipment landscape, the latest “State of the Industry” report offers businesses an inside look into how companies like theirs are navigating the return to normal and what may lie ahead.
The “SEMA Industry Indicators” Reports—Released monthly, these bite-sized reports provide businesses with a quick but careful look at the economic and automotive trends affecting the specialty-equipment industry.
The SEMA Member VIO Program—SEMA’s partnerships with leading data providers allow eligible member companies to access hard data on vehicle sales and registrations that can help them identify opportunities or optimize their strategy. Whether you’re looking to develop a business case, decide where to expand or determine whether it’s worth the R&D to take a new product to market, the VIO Program can tell you if there are enough potential customers out there to justify your next move.
For more information, or to contact SEMA’s Market Research team directly, head over to www.sema.org/research today.
Thousands of media will attend the SEMA Show, and many are
preparing their SEMA Show coverage now.
Thousands of media will attend the SEMA Show, and many are preparing their SEMA Show coverage now. Exhibitors can increase the likelihood of being included in the media’s coverage by promoting their Show plans now.
One of the best tools for exhibitors to reach media is by posting press releases in the SEMA Show Online Media Center. To help exhibitors get their releases noticed by the media, below are some tips:
Post early. Many publications, including SEMA News, run preview stories with deadlines beginning in July and August. Releases often run in the order they are submitted.
Include a photo. Releases with photos are more likely to be used than those without photos.
Have a strong and succinct headline. Make it concise and compelling to grab the attention of your reader.
Avoid Jargon. Stick to the facts. Reporters are looking for news and will not report on the “best” or “greatest” products. They will, however, report on products that result in specific outcomes.
Tag your Show category. The Online Media Center allows exhibitors the ability to select which Show categories their news falls under. Many editors use the search function to find news that is relevant to their audience.
A well-written press release with relevant content can make an impression, generate media coverage and ultimately drive traffic to an exhibitor’s booth.
Exhibitors can upload their press releases now using this link. For more information and tips, email SEMA PR at pr@sema.org.
Manufacturers and sole-exclusive distributors invest considerable time, money and effort to bring products to market and establish brand awareness. The investment takes an incredible amount of energy and resources, which can easily erode when resellers undercut pricing.
Through a new three-part webinar series, SEMA members will learn the basics of pricing policies, how to implement a pricing policy that works, and why their current pricing policy might not be working and what the solutions are.
Rich Barsamian, vice president of sales and marketing for Advanced Clutch Technology, will share common mistakes and pitfalls of writing, implementing and executing pricing policies in the automotive aftermarket. As live, interactive webinars, participants will be able to ask questions and get the information they need most.
Learn more about each session and register below.
Pricing Policies 101: The Truth About Pricing Policies (Part One)
Wednesday, August 11, 2021, 11:00 a.m. (PDT)
Toyota has been teasing the ’22 Tundra for about a month now, but has only shown shots of the highest trims and strategically cropped images. However, here’s a first look at the mid/base interior along with a better idea of what to expect from the Tundra.
Looking inside, the (mid/base) Tundra will receive a relatively small nav screen that is flanked by a couple of vents. Below the screen sits the HVAC controls along with a USB port for charging. Materials appear to be similar to the current Tundra, along with a similar layout to the dash.
The ’22 Tundra will ride on an all-new platform, internally called F1, that is said to be flexible enough to accommodate all Toyota body-on-frame pickup and SUV models globally. That means the platform will underpin not only Tundra, but also the Tacoma and the smaller HiLux—not sold in the United States or Canada—as well as SUV models, including the 4Runner and Sequoia.
A new 10-speed automatic that first appeared in the Lexus LC and LS models is also slated for all of Toyota’s rear-drive vehicles, including the Tundra. The Tundra will maintain its 5.7L V8, although it is believed that a hybridized twin-turbocharged 3.5L V6 setup may still find its way into the Tundra.
Toyota has been teasing the ’22 Tundra for about a month now, but has only shown shots of the highest trims and strategically cropped images. However, here’s a first look at the mid/base interior along with a better idea of what to expect from the Tundra.
Looking inside, the (mid/base) Tundra will receive a relatively small nav screen that is flanked by a couple of vents. Below the screen sits the HVAC controls along with a USB port for charging. Materials appear to be similar to the current Tundra, along with a similar layout to the dash.
The ’22 Tundra will ride on an all-new platform, internally called F1, that is said to be flexible enough to accommodate all Toyota body-on-frame pickup and SUV models globally. That means the platform will underpin not only Tundra, but also the Tacoma and the smaller HiLux—not sold in the United States or Canada—as well as SUV models, including the 4Runner and Sequoia.
A new 10-speed automatic that first appeared in the Lexus LC and LS models is also slated for all of Toyota’s rear-drive vehicles, including the Tundra. The Tundra will maintain its 5.7L V8, although it is believed that a hybridized twin-turbocharged 3.5L V6 setup may still find its way into the Tundra.
Register now for the following upcoming live webinars and stay tuned to SEMA eNews as additional sessions are announced throughout the year. For a comprehensive library of upcoming live and on-demand sessions that members can access anytime, visit www.sema.org/virtual-education.
Tuesday, July 27 – Effectively Managing Conflict Series: Sharpen Your Soft Skills, Powered by SBN Track: Industry Segments, Powered by SEMA Councils and Networks
Knowing how to manage conflict can save a team from unnecessary work disruptions, decreased productivity, project failure and even termination. During this webinar presented by the SEMA Businesswomen’s Network (SBN), employees and managers will learn common methods for how to manage challenging situations, whether it be manager to employee, employee to employee, manager to manager or manager, to supervisor.
Newly Added: Tuesday, July 27 – ETTN Live Chat Featuring David Goch Track: Industry Talks
The automotive aftermarket is impacted by countless political and environmental policies. Tune into this live chat presented by the SEMA Emerging Trends & Technology Network to get information that will help manufacturers understand current emissions testing and policies, where the future is headed, and how aftermarket companies can adapt their products to be compliant.
Newly Added: Wednesday, August 11 – Pricing Policies 101: The Truth About Pricing Policies Series: Pricing Policies Webinar Series
During this live webinar, manufacturers and sole-exclusive distributors will learn the basics of pricing policies and why it’s important to consider one to avoid price erosion in the marketplace. Rich Barsamian of Advanced Clutch Technology will share what he has learned from more than 10 years of experience, writing, implementing and executing pricing policies in the automotive aftermarket and participate in a live Q&A with session attendees.
Newly Added: Wednesday, August 18 – Pricing Policies 201: Implementing a Pricing Policy That Works Series: Pricing Policies Webinar Series
Learn the step-by-step approach to understanding the key ingredients of a successful pricing policy. During this live webinar, attendees will learn what the most effective pricing policy is, what to do when your biggest customer breaks the policy, and how a pricing policy increases sales.
Newly Added: Wednesday, August 25 – Pricing Policies 301: Why Isn’t My Pricing Policy Working? Series: Pricing Policies Webinar Series
If you’ve launched a pricing policy and have not yet seen the benefits—stick with it and you will. This live webinar will help members understand the most common reasons why a pricing policy isn’t moving the needle. You will learn how long it takes to see results, why only some resellers follow a pricing policy, and what the top KPI’s that measure a successful pricing policy are.
A.R.E Truck Accessories has been named the SEMA Truck and Off-Road Alliance’s (TORA) newest member spotlight company. In SEMA’s Q&A with the company’s Vice President of Business Development Todd Hoffman, he shares A.R.E Truck Accessories’ breakthrough moment and what projects the company is working on in 2021.
SEMA: Tell us the story of your company. How did your company start?
Todd Hoffman: A.R.E. first began in the late ’60s. In the beginning, the company manufactured wood-framed truck caps. As the company expanded from the original three-man team in a garage, A.R.E. switched to aluminum products for truck bed cap lines. Later, the company utilized fiberglass to adapt to meet new market demand.
SEMA: What was your company’s breakthrough moment?
TH: A.R.E.’s first breakthrough came with our entry into the fiberglass truck-bed cover market. The introduction of fiberglass into the A.R.E. product lineup fueled a period of rapid growth. By the ’90s, products of this material comprised nearly 80% of the company’s business.
SEMA: Tell us about your business now in 2021 and what projects you are currently working on.
TH: We are working to evolve the A.R.E. product designs and quality to meet the ever-changing complexity of today’s pickup trucks and consumers. Some products we are currently working on include the patented CX Revo & CX Evolve, the patented HD series, the Z2, the DCU Max, the Fusion bed cover, and the CX Evolve for the new Jeep Gladiator pickup truck.
SEMA: Tell us about a product that you are proud of.
TH: We are most proud of our L Series Fiberglass Tonneau Cover, which contains a painted trim, a new locking system, a more contoured style and an award-winning “lift-assist system.” This extremely popular product aided in meeting the market’s growing demand for improved OEM design and function. The redesigned LSII Series set the new standard for fiberglass tonneau covers.
SEMA: What advice do you have for young professionals contemplating a career in the automotive aftermarket?
TH: For young professionals, I would recommend that they utilize their customers that have been in the industry for many years to be mentors to truly learn about the truck accessory industry. Also, remember to listen to others. Use two ears and two eyes more than your one mouth.
Fill out an TORA-member spotlight form to highlight how your company is contributing to the truck and off-road specialty-equipment industry. Selected candidates are eligible to be featured on TORA’s social media, SEMA eNews and future TORA member updates.
Matt Hagan went 4.105 seconds at 305.70 mph in his Dodge Charger
SRT Hellcat Redeye to beat Alexis DeJoria in the final round.
Hagan, S. Torrence and M. Smith Win at Dodge//SRT Mile-High NHRA Nationals Presented by Pennzoil to Kick Off Western Swing
Defending world champ Matt Hagan finally picked up his first career victory at Bandimere Speedway, powering to the Funny Car win on Sunday at the Dodge//SRT Mile-High NHRA Nationals presented by Pennzoil. Steve Torrence (Top Fuel) and Matt Smith (Pro Stock Motorcycle) also won in their respective categories at the eighth race of the 2021 NHRA Camping World Drag Racing Series season, as all three defending world champs kicked off the famed three-race NHRA Western Swing with victories. Hagan went 4.105 seconds at 305.70 mph in his Dodge Charger SRT Hellcat Redeye to beat Alexis DeJoria in the final round.
Top Fuel’s Torrence ended Joey Haas’ upset bid by going 3.860 at 320.36 in the final round in his 11,000-hp Capco Contractors dragster. In Pro Stock Motorcycle, Smith went 7.118 at 189.04 on his Denso Auto Parts/Stockseth/Matt Smith Racing EBR to beat Eddie Krawiec in the final round. The NHRA Camping World Drag Racing Series returns to action next weekend with the NHRA Sonoma Nationals at Sonoma Raceway.
Milan Dragway for Sale, Will Not Host Races in 2021
Milan Dragway, the 136-acre motorsports facility featuring a 1/4-mile NHRA-sanctioned drag strip in Michigan, is for sale. The facility has been placed in receivership, and a Monroe County Circuit Court judge has appointed David Findling, a Royal Oak lawyer, to find a buyer and go through a judicial review to close the deal. Findling has reported several interested buyers—including an unnamed drag race team owner—all from within the automotive and racing community. He expects the sale to be finalized sometime this year, according to CKIW Radio. Due to needed track maintenance, however, racing likely won’t return to Milan until the 2022 season. For the latest information, visit www.facebook.com/MilanDragway/.
Five vouchers valued at $500 each will be given away over the course
of the next three events.
MAHLE Motorsport Announces NMRA/NMCA Travel Voucher Program
MAHLE Motorsport in support of NMRA and NMCA racing has announced a new Inflation Fighting Travel Voucher program to help offset the rising cost of fuel for five lucky racers. Five vouchers valued at $500 each will be given away over the course of the next three events. To qualify, racers must purchase tickets in advance on the FOAT website to qualify.
The first drawing for two $500 vouchers will take place at the inaugural NMRA/NMCA Power Festival, held July 22–25, at US 131 Motorsports Park; one voucher will go to a competitor in the NMRA event and one in the NMCA event. The next two voucher drawings will take place at the final two NMCA events—the 20th Annual NMCA All American Nationals at Summit Motorsports Park in Norwalk, Ohio, in August and the annual NMCA World Street Final at the Lucas Oil Raceway in Indianapolis in September. The final voucher drawing will take place at the NMRA World Finals, September 27.
MAHLE Motorsport and NMRA/NMCA officials will randomly select the winners with the first drawing occurring on or before July 18 with the announcement on July 19 for the Arrington Performance NMRA/NMCA Power Festival. For the NMCA events—NMCA All American Nationals (August 26–29) and NMCA World Street Finals (September 23–26), drawings must be pre-entered by August 22 and September 19 respectively.
Any NMRA/NMCA racer who has purchased a four-day, three-day, or two-day racer ticket on the FOAT Ticketing website to the participating events mentioned above will be eligible to win the MAHLE Motorsport $500 Inflation Fighter Travel Voucher. For NMRA racers this includes NMRA Racer Entry, True Street Racer, or Bracket Open Race Entry. For NMCA racers this includes True Street Racer, COPO, Cobra Jet Racer, or Bracket Open Race entry. A $500 check will be issued to the winner at the Registration Trailer at each event. The winner must be present to claim their prize.
For more information and advance tickets to the Arrington Performance NMRA/NMCA Power Festival Presented by Force Engineering at US 131 Motorsport Park, visit www.NMCAdigital.com/MI and information and tickets for the NMCA All-American Nationals at Summit Motorsport Park, visit www.NMCAdigital.com/OH. More information and advance ticket link for the NMCA World Street Finals Presented by Chevrolet Performance can be found at www.NMCAdigital.com/IN.
Mississippi Raceway Park will feature several race tracks, including
the first 5/8-mile paved asphalt oval in the state, a 1/4-mile drag strip,
three road course configurations, a kart track and a soapbox derby
course.
Mississippi Raceway Park Set to Open in 2023
Gerard Hansen, an automotive historian and motorsports professional, has announced a new motorsports facility based in Petal, Mississippi, just outside of Hattiesburg. The primary purpose for building the new facility is to develop “tomorrow’s racing champions,” track officials stated. Mississippi Raceway Park will feature several race tracks, including the first 5/8-mile paved asphalt oval in the state, a 1/4-mile drag strip, three road course configurations, a kart track and a soapbox derby course modeled after the Derby Downs in Akron, Ohio. The facility will also offer professional race car driving instruction for drag, oval, road and kart divisions, in addition to daily driver education for all ages. Plans include seating for up to 40,000 fans, hospitality suites, on-track condos, and an RV campground. For more information, visit www.facebook.com/MississippiRacewayPark/.
Skip Barber Racing School Introduces Karting Academy
Skip Barber Racing School, the racing and driving school based in North America, will open its first indoor go-karting academy out of a 40,000-sq.-ft. karting facility at American Dream, the 3-million-sq.-ft. entertainment, retail and dining destination near New York City. Guests will test their racing abilities at the Skip Barber Racing Go-Kart Academy while overlooking the Manhattan skyline. For more information, visit skipbarber.com.
Houston Raceway Park, the 1/4-mile dragstrip in Bayton, Texas, will
close following the 2022 race season. Photo courtesy: NHRA
Houston Raceway Park to Close After 2022
Houston Raceway Park, the 1/4-mile dragstrip in Bayton, Texas, will close following the 2022 race season. The 35th annual Mopar Express Lane NHRA SpringNationals presented by Pennzoil, set for April 22–24, will serve as the final event for the Houston-area track. Immediately following the event, the new property owners will repurpose the drag-racing complex into an industrial business park. For more information, houstonraceway.com.
New Sprint Car Series at Perris Postponed Until 2022
The Pace RUSH Sprint Car Series—scheduled to launch in the West Coast region at Perris Auto Speedway—has been postponed until 2022. According to longtime Perris Auto Speedway promoter Don Kazarian, the postponement is due to the impact of the pandemic and vendor supply issues. The RUSH Sprint Cars Series was launched in 2018 as a “cost containment” non-wing division featuring the Chevrolet Performance RUSH 602 sealed crate engine by Pace Performance. RUSH directors Vicki Emig and Mike Leone plan to visit Southern California in November to meet with prospective promoters and participants interested in the new series. For more information, visit facebook.com/rushsprintcars.
NXG Youth Motorsports Academy has announced a partnership with
the School of Engineering and Technology at Indiana University-
Purdue University Indianapolis (IUPUI) to provide opportunities for
underrepresented students in STEM. Photo courtesy of NXG Youth
Motorsports
NXG Youth Motorsports Expands Support of STEM Education
NXG Youth Motorsports Academy has announced a partnership with the School of Engineering and Technology at Indiana University-Purdue University Indianapolis (IUPUI) to provide opportunities for underrepresented students in STEM. The School of Engineering and Technology at IUPUI will offer scholarships—contingent upon acceptance and enrollment into any academic program offered by the school—to participants of NXG Youth Motorsports Academy. The motorsports engineering program at IUPUI offers students an engineering degree in the heart of the racing capital of the world with a blend of engineering curriculum plus vehicle dynamics, aerodynamics, data acquisition and other motorsports-specific courses. For more information, visit nxgyouth.org and et.iupui.edu.
Showgoers who book their hotel through the SEMA Show block will
save money on resort fees.
Showgoers booking through onPeak—the SEMA Show housing partner—receive guaranteed low rates on a wide range of hotel properties at locations on and off the Las Vegas Strip.
Booking through the SEMA Show block not only offers discounted nightly rates for SEMA Show participants, but also offers reduced resort fees so you can save even more on your stay.
See below for the list of hotels offering discounted nightly resort fees.
Hotel Name
onPeak Resort Fee
Hotel Resort Fee
Savings Difference
Aria Resort and Casino Las Vegas
$35
$45
$10
Ballys Las Vegas
$35
$37
$2
Bellagio
$35
$45
$10
Caesars Palace
$45
$45
$0
Circus Circus Hotel
$20
$36.28
$16.28
Conrad Las Vegas at Resorts World
$39
$45
$6
Courtyard by Marriott—Convention Center
N/A
N/A
N/A
Downtown Grand
$23
$29.95
$6.95
Elara, Hilton Grand Vacations
$25
$25
$0
Embassy Suites Convention Center
N/A
N/A
N/A
Encore at Wynn Las Vegas
$25
$45
$20
Excalibur
$30
$35
$5
Flamingo Las Vegas
$35
$37
$2
Golden Nugget
$25
$34
$9
Harrah's Las Vegas
$35
$37
$2
Hilton Grand Vacations Club at the Flamingo
$25
$25
$0
Hilton Grand Vacations – Las Vegas CC
$25
$25
$0
Hilton Grand Vacations on the Strip
$25
$25
$0
Las Vegas Hilton at Resorts World
$39
$45
$6
Las Vegas Marriott
N/A
N/A
N/A
Luxor Hotel and Casino
$30
$35
$5
MGM Grand Hotel Casino
$35
$39
$4
New York New York Hotel and Casino
$35
$37
$2
OYO Hotel and Casino
$20
$37
$17
Palace Station
$22
$39.67
$17.67
Paris Las Vegas
$37
$39
$2
Park MGM
$35
$39
$4
Planet Hollywood Resort and Casino
$37
$39
$2
Renaissance Las Vegas
$20
$30
$10
Residence Inn Convention Center Las Vegas
N/A
N/A
N/A
SAHARA Las Vegas
$29
$39.95
$10.95
SpringHill Suites Convention Center
N/A
N/A
N/A
The Cosmopolitan of Las Vegas
$39
$51.02
$12.02
The Cromwell
$37
$45
$8
The LINQ Hotel & Casino
$35
$37
$2
The Mirage Hotel and Casino
$30
$39
$9
The Palazzo Resort Hotel Casino
$27
$45
$18
The Venetian Resort Hotel Casino
$27
$45
$18
The Signature at MGM Grand
$35
$39
$4
The STRAT Hotel
$15
$37
$22
The Westin Las Vegas
$24
$32
$8
Treasure Island
$29
$39
$10
Tropicana LV—A Doubletree by Hilton
$25
$37
$12
Trump Hotel Las Vegas
$10
$39.68
$29.68
Tuscany Suites and Casino
N/A
N/A
N/A
Vdara Hotel and Spa
$35
$45
$10
Westgate Las Vegas Resort (fmr. LVH)
$35
$36.99
$1.99
Wynn Las Vegas
$25
$45
$20
Note: Rates listed on the onPeak website do not include the resort fee.
When making your hotel reservations through the SEMA Show Travel & Lodging page, you are receiving the most affordable and convenient hotel options through our partnership with onPeak—the only official hotel provider for the 2021 SEMA Show. All negotiated rates provided by onPeak include resort fees and will allow you to change or cancel your reservation without any financial penalties.
More information about the SEMA Show, Tuesday–Friday, November 2–5, is available on www.SEMAShow.com.
The SEMA Data Excellence designation recognizes the companies that have worked with SEMA Data to recreate and relaunch industry-leading product data sets. Here are products from current SEMA Data members that have achieved data excellence.
The Auto Gage 1-1/2-in. liquid-filled pressure gauge is engineered by AutoMeter in Sycamore, Illinois. This line of instruments provides the best bang-for-your-buck performance in the industry. It will fit in anywhere from a fast streetcar or a weekend racer, Auto Gage provides levels of accuracy and durability unheard of in the price category. With countless wins in magazine comparison tests, the best value in gauges comes from exactly the place you’d expect it to. It’s perfect for installing in tight spaces and great to use for monitoring CO2 or Nitrous bottle pressure and has liquid dampened movement to provide smooth pointer movement and increase product lifespan.
Rockstar Full Width Tow Flaps are seriously stylish and tremendously tough. The full width coverage closely follows the unique lines underneath your truck’s body for maximum protection, no need to disable rear parking sensors. Easily change ball mounts for pull-behind trailers when needed. This design is ideal for gooseneck and 5th-wheel trailers as ball mount is not required. Our model-specific, no-drill mounting brackets prevent sailing while ensuring quick attachment or removal. Tow your way with ROCKSTAR Full Width Tow Flaps.
Tuffy Security
Under Driver Seat Drawer for ’97–’02 Jeep Wrangler TJ
Tuffy Security Products’ Under Seat Drawer (SKU #250) mounts inconspicuously out of sight of would-be thieves under the drivers’ side seat in Jeep Wrangler TJ models from ’97–’02 with the flip seat. It has Tuffy’s Pry-Guard Locking System with a 10-tumbler double-bitted security lock. The form-fitting design offers more than 149 cubic inches of lockable storage space and is made of 16-gauge steel with a double-texture powdercoat finish.
Its contents can be easily accessed by maneuvering the drawer open and closed on smooth ball bearing slides using the convenient pull lever. The heavy-duty fully extending slide system features a weather seal and welded construction. Tuffy’s exclusive bolt-blocker bracket is included for additional security. Please note: the drawer must remain in the locked position while operating the vehicle.
Manufacturers and sole-exclusive distributors invest considerable time, money and effort to bring products to market and establish brand awareness. The investment takes an incredible amount of energy and resources, which can easily erode when resellers undercut pricing. 
Register now for the following upcoming live webinars and stay tuned to SEMA eNews as additional sessions are announced throughout the year. For a comprehensive library of upcoming live and on-demand sessions that members can access anytime, visit 
A.R.E Truck Accessories has been named the SEMA 
