By SEMA Editors
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INTERNET
By Joe Dysart
With increasing numbers of workers finding themselves working from home these days, businesses are keeping in touch with their staff with employee pulse surveys. Generally as easy to use as standard surveying software, these solutions often feature questionnaires designed by psychiatrists and psychologists that deeply probe employee sentiment and, ideally, lead to insights and changes that enhance a business’s overall performance.
As with performance reviews, employee pulse surveying is usually overseen by company human resources (HR) departments, but they differ from traditional HR surveying techniques in that the employee surveying is often ongoing and frequent rather than a once- or twice-a-year affair.
“Today, organizations are beginning to embrace ‘continuous listening,’“ said Emily Hardy, a marketing manager at Peakon, a maker of employee survey software. “They gather feedback frequently, digitally and anonymously. At Peakon, for instance, we ask our own employees for weekly feedback. The more frequent your surveys, the fewer questions your employees are required to answer each time, and the more up-to-date your data is.”
Employee pulse survey solutions differ by manufacturer, of course, but most at least offer the ability to send out prefabricated questionnaires as well as custom questionnaires that can be designed by HR or department heads. Some solutions, in fact, offer hundreds of prefabricated surveys, which are designed to measure and analyze virtually every employee sentiment
imaginable.
Many of these surveys are based on the Full Potential Index, “a one-of-a-kind tool to help individuals and organizations discover the depths of their potential and help them to reach new heights of self-actualization,” according to psychologist Scott Barry Kaufman.
Still other survey makers offer users the ability to pick and choose individual queries from libraries of questions, targeting even more specific company
concerns.
Virtually all of the solutions rely on digitally inputted employee feedback, which is whisked back into the software where analytics look for trends, insights and opportunities for profitable change. In some cases, artificial intelligence is built into the analytics.
Once the data is crunched, the analysis is often displayed in the form of charts, graphs and similar data visualizations, and some packages even offer HR the option to auto-route analysis of a pulse survey to a specific department head or to a specific group of interested parties.
Even before the move in early 2020 to widespread remote working, employee pulse surveying was being used by companies to ferret out workplace factors that were discouraging employees from putting in a good day’s work. Driving that use were studies such as the one released by Gallup in 2019, which found that only 35% workers in workplaces were engaged, 13% were actively disengaged, and 52% were completely disengaged. (www.gallup.com/workplace/284180/factors-driving-
record-high-employee-engagement.aspx).
But the need for pulse monitoring grew even more intense beginning in March 2020, when multitudes of workplaces dealing with the epidemic began encouraging employees to work from home.
It’s a trend that continues to this day.
“During uncertain times, it’s more critical than ever to understand employee sentiment in order to drive engagement, productivity, well-being and ultimately uphold a dynamic workplace culture,” said Didier Elzinga, CEO of Culture Amp.
Jason McPherson, a chief scientist at survey maker Culture Amp and holder of a PhD in psychology, said that his company’s software looks for insights such as:
But the same question-and-answer approach can also be used to predict if there will be a mass exodus of employees in coming months due to an underlying and fundamental problem with management or company structure, McPherson added. He said that Culture Amp’s solution can make those predictions because the scientists behind the software are able to compare results from one study against a database of insights drawn from the same study implemented at numerous businesses.
For example, Culture Amp’s ability to predict when a significant number of employees will most likely leave a specific organization is based on data about employee departures collated from more than 2,000 companies that employ hundreds of thousands of workers.
No matter which employee pulse survey solution you choose, one of the key drivers behind your success will be the implementation of requested changes where warranted, according to Peakon’s Hardy. After all, employees will most likely grow skeptical of ongoing surveys if they never see any of the changes they request in their responses.
“If members of your team are reporting a lack of work-life balance, for example, you should consider making changes to your flexible working policies,” Hardy said. “Then you can compare your employee engagement scores to thousands of those from other relevant companies across the globe using our benchmarking tools, and set benchmarks for yourself in the areas you’d like to improve on.
“You should also share your insights throughout the organization. That will encourage increased participation and act as a reminder that everyone has a part to play in driving employee engagement and success.”
Also key to the success of your employee pulse surveying is the absolute guarantee of survey-taker anonymity. Few employees are willing to critique their workplace, department or even the department head if they know that their grievances will be tagged to them.
“If you want a high number of honest responses, you must ensure that your survey is anonymous and remains that way,” Hardy said. “If employees feel even slightly unsafe giving honest feedback, they will withhold information—or worse, choose not to participate in the survey at all.”
Dr. Jeff Smith, a cognitive psychologist and director of the Best-Self Academy at 15Five, another maker of employee pulse surveying software, agreed: “Anonymous surveys offer everyone an opportunity to speak up without fear of consequences.
A good way to check out the market in employee pulse surveys is to look at these top 10 packages in the industry, according to Select Software Reviews:
Joe Dysart is an internet speaker and business consultant based in Manhattan.
646-233-4089
joe@dysartnewsfeatures.com
INDUSTRY NEWS
Photos courtesy SpiedBilde, Brian Williams. Reuse or reproduction without the copyright holder’s consent is prohibited.
Three-Row Jeep Grand CherokeeJeep is set to add a few three-row SUVs in the next few years, and the Grand Cherokee three-row seen here looks like it’ll be ready to join Wagoneer and Grand Wagoneer. It’s similar to the current Durango in size and is set to compete against the Toyota Highlander and the Ford Explorer. It will get the new platform that’s based on the Giorgio used on Alfa Romeo models. It may receive both the current model’s 3.6L Pentastar V6, and a new 3.0L inline six that will be turbocharged. It will also receive a hybrid system, replacing the 5.7L Hemi V8. A plug-in hybrid (powertrain from the 4Xe) and turbodiesel are expected to follow.
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’22 Jeep Compass Trailhawk
Here’s a first look at the ’22 Jeep Compass Trailhawk. Up front are revised headlamps with a new shape and an LED strip that has been moved to the top. The rest of the front fascia gets a complete revision with a grille that stands more upright, revised foglights, and additional plastic mesh under the grille. Around back, the minimal changes are to the taillights and the removal of the rear tow hook. Behind a new steering wheel is an optional 10.1-in. digital cluster. The infotainment should run on FCA’s latest Uconnect 5 system. Power is still expected from the 2.4L naturally aspirated four-cylinder that’s mated to a nine-speed automatic.
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’22 GMC Sierra Denali 1500Here’s the upcoming refresh to the GMC Sierra Denali 1500, towing a trailer. Expected to launch for the ’22 model year, the refresh will update the various perceived shortcomings of the GMC Sierra that was introduced for the ’19 model year. Noteworthy items to expect include new front and rear fasciae, an all-new cockpit with a large center screen, an all-digital gauge cluster, and Super Cruise on the range-topping Denali model. Expect an official debut in mid-2021.
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INTERNATIONAL
By Linda Spencer
The European drag-racing season is set to finally get underway, with May kick-off events scheduled for both the sportsman division—the Summit Racing EDRS Series—and the FIA European Drag Racing Championship.
“Racers have been waiting a very long time for the return of a normal race calendar [following the 2020 season disruption due to COVID], and we expect a strong 2021 season,” said Nils Lagerlof, CEO of Speedgroup, the Swedish-based administrator and promotion entity of both the Championship series and the Summit Racing EDRS Series.
The Summit Racing EDRS Series is held primarily in the Nordic countries of Norway, Sweden and Finland (with a round in nearby Estonia), and it is expected to attract about 700 teams this year, similar to the number of teams in 2019. But all bets are off regarding the number of spectators.
“While the sportsman grassroots series typically attracts up to 4,000 spectators at an event, it’s really hard to guess the number of spectators we will see in 2021 because it has a lot to do with how the COVID vaccination process is advancing in Europe and if there are restrictions at the various venues remaining in place,” Lagerlof said.
Likewise, the Championship series—with 80 teams that attract up to 8,000 spectators at each round of the six-round series—may also be affected by COVID restrictions.
“Currently, there are different COVID-related restrictions in the countries hosting championship rounds,” Lagerlof said. “The first event is in the end of May at Santa Pod, England, and no one knows what the COVID situation will be by then.”
Speedgroup was founded in 2006 by a small group of race teams active in the European Drag Racing Championships. It sponsors a contingency program to connect U.S. and other manufacturers with the racers and fans in the sportsman division and through a Speedgroup subsidiary, DRE, to serve as a similar bridge for the Championship series. Speedgroup AB is currently a shareholder company registered in Sweden. The majority of the shareholders are active racers in the Championship and EDRS series.
SEMA News recently spoke with several U.S. companies that work closely with Speedgroup and have developed ongoing strong ties with European racers and fans and lend support to the growth of the European drag-racing scene. All are eager for racing to resume.
Jim Greenleaf, Summit Racing Equipment’s motorsports and event manager, represents his company at the Summit Racing EDRS Series. He commented on the synergy between the European and U.S. drag-racing scenes.
“At Tierp [the Swedish drag arena], I was struck by how closely and passionately the Swedish fans follow NHRA drag racing,” Greenleaf said. “Everywhere you look, you see Las Vegas Motor Speedway and Charlotte Speedway hats and T-shirts as well as other gear. You really wouldn’t know you are in Sweden if not for the accents.”
He noted that the sportsman grassroots division is the best fit for Summit.
“We can provide the full range of products and services for the sportsman-level racers,” Greenleaf noted. “In addition to our company making the commitment to support the racing scene in Europe, it provides the opportunity for us to learn how to service these customers. We focus not only on delivering the products but also on how to do so as efficiently and cost-effectively as possible, as we also work out issues such as taxes, tariffs and shipping to get the products from the United States to our European customers.”
VP Racing Fuels is another U.S. company that is very active in the European drag-racing scene. SEMA News recently caught up with Peter Coleman, who is in charge of European business development for the company, which is based in San Antonio, Texas.
“We’ve had a deal with Speedgroup/EDRS since 2017, and along with our long-standing deal with Santa Pod in the United Kingdom, the relationship as the official fuel to Speedgroup serves to bring VP Racing Fuels closer to the racers who need our fuels and expertise,” he said. “Drag racers know that VP is available at the circuits.
“Our network of dealers and distributors is strong—particularly across Scandinavia and the United Kingdom—and there should be no need for racers to carry fuel long distances across borders, potentially breaking laws on the way. Our network, including Old Hall Performance in the United Kingdom, Ljungdahl Racing and JAMS AB in Sweden, Lindtek in Denmark, Fannrem Motorverksted in Norway and Specialty Engineering in Finland, are supported by the contingency program and should be able to get racing fuel to any location.”
We also spoke with San Diego-based SFI Foundation President Jennifer Faye about SFI’s involvement and support of European drag racing.
“We work closely with the FIA European Drag Racing Championship, the EDRS and other race organizations and federations throughout Europe,” Faye said. “SFI specifications are utilized in European drag-race rules to ensure that racing and safety equipment is tested and manufacturer-certified to the minimum standards. That ensures performance quality of the certified items and helps prevent part failures while in use.
“SFI also assists with the inspection process and recertification of parts. Many SFI specs require the parts to be inspected periodically to check for damage, undue wear or other conditions that could harm the integrity of the part and prevent it from performing as intended or failing and causing a safety problem. Most of the hard-parts manufacturers are in the United States, and shipping heavy parts overseas for inspection can be very expensive, so we bring factory-trained inspectors to the racers in an effort to minimize cost for them. We have been conducting SFI inspections in the springtime before each race season for more than 20 years.
“During the pandemic, our normal inspection tour has been interrupted, but we have evolved our team of inspectors to be comprised of Europe-based technicians who have been able to carry on the inspections locally, with us coordinating the process from here in the United States. In addition to the annual parts inspections, we provide technical assistance with SFI specs using their regulations as well as providing a certification exam program for SFI International Technical Inspectors/Scrutineers.”
The ties with U.S. drag racing and the opportunities for U.S. racing supplies are deep, according to Speedgroup and the U.S. firms SEMA News spoke with. Speedgroup works closely and intensively with its partners at competitions and other events.
“In addition to the competitions we participate in and promote with our partners, we also work with fairs and other events,” Lagerlof said. “In 2019, Speedgroup met about 200,000 potential customers on seven trade fairs and events. Together with the audience of about 250,000 people at our competitions, our partners are seen as an attractive way toward a good target group.”
“There is a deep appreciation of American car culture there that keeps drag racing strong across European borders,” Faye said. “In addition to the American car models you typically see, you also have the opportunity to watch cars go down the track that are unique to Europe. One example is the Ford Anglia nostalgic gassers in the United Kingdom. They are serious race cars, running in the sevens at almost 200 mph, and they are very different looking from the types of cars we have here, but what’s under the body can be similar.”
That was seconded by Summit Racing’s Greenleaf.
“The enthusiasm in Europe for American musclecars is incredible and evident on European race tracks,” he said. Greenleaf also noted that American cars and equipment find their way from the United States to Europe, and that creates huge opportunities for U.S. motorsports manufacturers.
SFI Foundation’s Faye also estimated that about 95% of certified hard parts used in European drag racing are from the United States.
“Many of the cars raced in Europe are American-based models, so there’s a market for American parts, whether it’s drivetrain or safety equipment,” Faye said. “Of course, there are several safety-equipment manufacturers in Europe for sourcing personal protective gear, but drag-race-specific items such as supercharger restraints are solely produced in the United States, and there is a need for that equipment across the pond.
“Particularly with safety equipment, the one area we are always trying to expand in Europe is customer service and support. I would suggest that if there were U.S. companies that would like to enter this market, they should connect with a local supplier or retailer in a particular country that they want to be in, whether it’s Sweden, Finland, the United Kingdom or elsewhere. Having local knowledge is invaluable, and setting up a relationship with a supplier who can help you communicate and offer technical service and support to local racers goes a long way in gaining loyal customers.”
There is more drag racing happening in Europe than most people outside of Europe probably realize, ranging from sportsman club racing all the way up to professional classes. An interesting thing to note is that the ProMod class is very prolific and extremely popular there, just as it is in the United States. Drag-race fans and competitors in Europe are very passionate about their sport.
“While we have a longer season in the United States, with more stops and more racers, there are smaller groups of drag racers and enthusiasts in Europe,” Coleman said. “But their depth of passion is no less than you’d get in the United States.”
2021 SEMA NORDIC TRIPSEMA is hosting the first SEMA Nordic trip taking place in August in Stockholm, Sweden. Grants are available to help defray the participation costs. Meet pre-vetted buyers and see the market first-hand.
For more information on the 2021 SEMA Nordic trip, visit
www.sema.org/nordic or contact Linda Spencer at lindas@sema.org.
By Kyle Cheng
Just about any vehicle on the road can be modified with aftermarket parts. However, with more than 281 million vehicles currently on the road in the United States, knowing where the greatest opportunities for customization are can be challenging. In the new “SEMA Vehicle Landscape Report,” the SEMA Market Research team looks at changes in the vehicle landscape, where the greatest opportunities are for the aftermarket industry and trends that may impact businesses.
What does the current vehicle landscape look like? What are the latest trends? Where is the opportunity for the specialty-equipment industry moving forward? The SEMA report answers these questions and more. Readers will find:
Download the new 2021 SEMA Vehicle Landscape Report today at www.sema.org/research and register here for the upcoming webinar “Vehicle Landscape: Which Cars and Trucks are Hot?,” as the SEMA Market Research team provides an in-depth overview of the report and answers questions.
BUSINESS
By Douglas McColloch
There’s something about a pickup that sets it apart. No, we’re not talking about the obvious—the bed in back that lets you carry lots of stuff, or the solid axle that lets you tow a trailer. We’re talking about intangibles.
Perhaps it’s the pickup’s uniquely American heritage among automobiles. Devised from necessity to help farmers deliver their goods to market in the ’20s and ’30s, it liberated them from the burden of livestock, and it gave them the ability to expand their market reach.
Or maybe it’s the allure of freedom that a pickup holds: Throw some camp gear in the bed with supplies for the weekend, and you can head into the backcountry. And, of course, the pickup lends itself to social functions as a rolling tailgate party—just add a cooler, some food and a few friends.
Whatever the reason, the enduring popularity of pickups—and, more recently, their latter-day sibling sport-utility vehicles (SUVs) and crossover utility vehicles (CUVs)—remains a constant in the ever-changing automotive landscape. In this survey, we’ll examine the current state of the truck and off-road marketplaces, examine some of the trends that are moving the market and, hopefully, provide a glimpse into the future with the help of some knowledgeable industry insiders.
Emerging From the Recession: Positive Signs
According to the most recent issue of “SEMA Future Trends,” the light-truck segment—which includes pickups, vans, SUVs and CUVs—is forecast to account for nearly 70% of all new-vehicle sales by 2025. Pickups alone constitute more than 20% of all vehicles currently in operation in the United States.
Not surprisingly, given the COVID-19 disruption, new-car sales declined in 2020 from the previous year, with roughly 14.5 millions units sold, or a 14.8% decline from 2019, according to a recent report from J.D. Power & Associates. However, General Motors and Toyota reported fourth-quarter sales gains over the previous year, and new-car retail deliveries increased by a modest 1% overall in December from the previous year, suggesting that the gradual turnaround in new-car sales would carry over into 2021.
While new-car sales lagged overall, pickup and SUV sales remained relatively strong in 2020. New-truck sales constituted 20% of all new-vehicle sales last year, up from 18% in 2019, and so-called utility vehicles—a category including SUVs, CUVs, minivans and Jeeps—comprised nearly 50% of all new vehicles sold, according to a recent study from market-research firm IHS Markit. Additionally, a number of trucks saw sales sharply rebound in Q4 2020 over the previous year. The Chevrolet Colorado, Ford Ranger, GMC Canyon and Sierra, Jeep Gladiator and Toyota Tundra and Tacoma all registered quarterly sales gains of 10% or better year-over-year, suggesting that 2021 could witness healthy gains in truck sales.
In a similar vein, aftermarket parts sales for trucks remained relatively healthy as well. According to the most recent “SEMA Market Report,” pickups make up the largest share of specialty-equipment spending, accounting for approximately 30% of the market, with $14.3 billion in sales in 2020. Additionally, according to the latest “SEMA Accessory Opportunity Report,” eight of the top 10 vehicles most likely to be accessorized are either pickups, SUVs or Jeeps.
Moreover, key aftermarket drivers of growth in the truck segment—suspension products, pickup bed accessories, towing-related products, and off-road/plus-size tires—were forecast to register respectable year-over-year sales gains in 2020, according to the latest SEMA “State of the Industry” report, suggesting that the combination of federal stimulus money and government stay-at-home orders may have encouraged truck and Jeep enthusiasts to invest their extra money and time into working on their favorite
projects.
Jim Flowers, president of Bubba Rope, put it this way: “Enthusiasts are redirecting their discretionary income from entertainment and dining out and doubling down on buying auto accessories.”
What’s New and Notable for 2022
A number of new trucks, SUVs and crossovers are set to hit the market within the next 12 months. Among them are:
GMC: Hummer EV. General Motors’ first all-electric pickup comes to market sporting either two- or three-motor-drive configurations. Cruising range is said to be approximately 350 mi., and max power output is estimated in the 1,000hp range. The truck will utilize four-wheel independent suspension with locking differentials, the rear being a “virtual” unit that’s capable of torque vectoring. Also of note is the truck’s 18-camera Ultravision system, which will include underbody cameras to enable more precise navigation on the trail. Upgraded models will feature air suspension and CrabWalk—essentially a version of four-wheel steering to improve the truck’s maneuverability on tight and rocky trails.
Ford: F-150 Electric. On the heels of the ’21 F-150 gas-electric hybrid, America’s best-selling vehicle will offer an all-electric version for the first time in 2022. The truck’s dual-motor propulsion system is said to provide quicker acceleration and more peak power and torque than any other F-150 currently available (including the Raptor). Despite its partnership with Rivian, Ford is not thought likely to use the same electric powertrain as Rivian’s upcoming R1T pickup due to differences in chassis architecture and performance requirements. Some elements of the Mustang Mach-E’s propulsion system may find their way into the pickup instead.
Ford: Maverick. Slotting below the Ranger in the Blue Oval pickup line, the four-door Maverick rides on the same unibody chassis as the Bronco Sport and Escape and will utilize a four-wheel independent suspension à la the Honda Ridgeline. Front-wheel drive is said to be standard, with all-wheel drive possibly offered at a later date. Engine options are likely to include the 1.5L three-cylinder or 2.0L I4. A turbocharged version of the 2.3L found in the Focus ST may be in the powertrain mix as well.
Jeep: Grand Wagoneer. Jeep’s first fullsize luxury SUV in over 30 years arrives for the ’22 model year to compete with the likes of the Cadillac Escalade and the Lincoln Navigator. Based off the Ram 1500 platform, the new Jeep will incorporate the truck’s chassis and suspension, with a five-way-adjustable QuadraLift air suspension an available option. Three four-wheel-drive systems will be offered, and engine choices are said to include naturally aspirated or eTorque Hemi 5.7L engines or a PHEV 3.6L similar to that found in the powertrain of the Pacifica minivan. An eight-speed automatic is standard.
Jeep: Wrangler 4xe. Jeep updates the Wrangler for 2022 with a plug-in hybrid version with a claimed combined cruising range of 400 miles while returning an estimated 50 mpg-e. A 2.4L direct-injection turbocharged engine is paired to a sealed and waterproof 16-watt battery pack to produce a peak 375 hp and 470 lb.-ft. of torque. The Jeep can be run in electric mode alone for near-silent operation in the backcountry, and claimed water fording depth is still rated at up to 30 in. Jeep has partnered with Amazon to offer a Jeep-branded, 24-volt, Level 2 car charger that’s said to be up to 5.5 times faster than the factory cord set.
Toyota: Tundra. Essentially unchanged since its introduction in 2007, an all-new Tundra emerges for ’22 riding on Toyota’s new TNGA-F global truck architecture, with coil springs supplanting leaf springs for enhanced ride quality. The truck’s V8 engines are said to be discontinued in favor of smaller, more-efficient powerplants such as the 416hp 3.4L V6 sourced from the Lexus LS500 or the 278hp 3.5L found in the current-version Tacoma. A gas-electric hybrid version is expected to be offered in the future.
Other pickups that may be available within the next 12 months include all-electric models from Bollinger, Rivian and Tesla, suggesting that the transition toward electrification may be gaining steam within this vehicle segment.
The View Looking Forward: Guarded Optimism
Our sources generally agreed that the state of the truck and off-road market is relatively healthy now, though some added cautionary notes about the ongoing COVID crisis and the potential long-term economic impacts of a lengthier pandemic.
“Things look pretty good right now,” said Ted Wentz III, CEO of Quadratec. “The industry in general is experiencing healthy growth.” He added that “there’s a high degree of uncertainty about the future.”
“Consumers found safety and solace in 2020 with anything to do with off-roading and outdoor activities,” Flowers said. “The result was a surprisingly large demand for off-road accessories, creating a tremendous growth year in consumer sales.”
“The off-road aftermarket saw a big lift during the pandemic,” said Kathryn Reinhardt, senior marketing manager at 4-Wheel Parts. “Suggestions of social distancing gave consumers the idea to get off the grid and go outdoors, and consumers purchased aftermarket parts that allowed their vehicles to go where the road ends.”
With so many consumers stuck at home for months at a time over the past year, many of them took advantage of the time to maintain their vehicles rather than modify them.
“Since COVID, there’s definitely been a large increase in replacement parts and not so much accessories,” Wentz noted. “When we were deep into this thing, I think everybody was just trying to keep their vehicles on the road, and that led to increases in replaceable ball joints and axle parts and things like that.”
He added that, although the market has mostly normalized since spring 2020, “we’re still seeing much higher growth in replacement parts than has been typical over the past 10 years or so.”
Still, consumer demand for truck accessories remains robust.
“We’re actually seeing steady growth across the majority of our truck and off-road categories,” said Sean Marks, executive vice president of marketing at Truck Hero. In particular, “bed covers, side steps, floor liners, lift kits and bumpers continue to see healthy increases in sales for us.”
While mobile-electronics sales took a big hit last year, some sources saw a continued strong demand for mobile products with automotive applications.
“One of the biggest trends we see is the desire for mobile-friendly electronic products,” said Stephanie Pohnl, channel marketing manager at Curt Group. “Because of this trend, we created a device that plugs into your OBD-II port that measures real-time vehicle trailer weights for safer, easier towing and hauling.”
Towing-related products also appear to be a fairly resilient sector.
“We are seeing towing capacities continue to get higher, and the demand for heavy-duty towing is growing,” Pohnl noted. “Keeping up with the demand of these increased capacities can be a challenge, but we continue to innovate to meet the needs of this market.”
The coming electrification of the truck market was also cited as a potential future driver of OE and aftermarket sales. Speaking on that subject, Kyle Shimanski, vice president and general manager at Warn Industries, noted that “weight, power requirements, interactivity and duration are critical factors to be addressed. But when accomplished, we will be able to realize the environmental benefit while not having to compromise on key attributes that enthusiasts’ rigs need in order to head off-road for periods of time and into terrain that may test the vehicle for durability and maneuverability.”
“I think electrification is going to pull a lot of folks in who wouldn’t consider these vehicles before,” Wentz said. “It will still be a niche, but I think definitely it’s going to be an area for growth for the industry.”
Overlanding: Still a Driver of Segment Growth
Another trend mentioned by nearly all of our sources was overlanding, which was covered last year in the pages of the April 2020 SEMA News. Generally, it’s the practice of exploring the backcountry in a purpose-built vehicle—usually a high-clearance four-wheel drive—that’s equipped to allow its occupants to remain self-sufficient for extended periods. The activity originated in Australia, but its popularity in North America has exploded over the past decade and a half.
Given that distancing has now become a part of the new normal of social intercourse, it’s little surprise that most of our sources expected overlanding to grow in popularity in the coming years.
“With people not being able to travel and go on trips as originally planned, they’re instead opting to up-fit their trucks for their next camping adventure, whether it is adding new steps and other accessories or updating their towing equipment,” Pohnl noted. “We anticipate this segment to continue to grow in 2021.”
Sean Beaulaurier, vice president of RSI North America, agreed: “The pandemic has brought about many challenges for manufacturers worldwide, but with vacation travel brought to a near standstill, consumers are getting into camping and overlanding like never before, investing in their vehicles and outdoor recreation gear. This has been very good for the aftermarket.”
“We saw a lot of overland and camping products fly off the shelves,” Reinhardt said. “Rooftop tents, awnings, folding chairs and winches as well as a lot of wheel, tire and suspension packages.”
Wentz concurred, adding that overlanding appears to be exercising a stronger pull with a customer base that skews younger than average, a sentiment echoed by Nick Jaynes, communications director for Overland Expo.
“Overlanding is no longer an old man’s hobby,” Jaynes said. “Millennials are flocking to the pastime in droves.”
Shimanski also noted the recent growth in the RV industry, which “links closely to our customers because it means getting away, exploring and spending time with family and/or close friends.” The Recreational Vehicle Industry Association estimated a 4.5% growth in sales for 2020, despite the pandemic and its economic slowdown.
The growth in overlanding has been accompanied by the expansion of organized events and expositions, led by Overland Expo, the first public exhibition series dedicated to promoting the activity, and by Overland Experience, which made its debut at the 2019 SEMA Show. While Overland Experience was postponed in 2020, along with the SEMA Show, Overland Expo held a pair of virtual events in 2020. Promisingly, it attracted the interest of many new enthusiasts.
“Overland Expo saw tremendous growth in interest from fans,” Jaynes said. “More than 80% of visitors to our website and more than two-thirds of the attendees of our Virtual Overland Expo events in 2020 were new, meaning that a majority of our new fans prior to 2020 had not visited our website or attended one of our shows before.”
The influx of new enthusiasts is also influencing buying habits in the segment.
“Starter overlanding gear was most popular with our fans in 2020,” Jaynes said. “From overlanding awnings to fridges to recovery gear, novice overlanders were keen to get outfitted and get going.”
Flowers is also bullish on overlanding and on the off-road sector in general.
“More people are discovering the thrill of self-driven off-road adventures,” he said. “Popularity for overlanding, off-road trail riding and desert excursions has exploded, with new participants coming into the market daily.”
Challenges and Opportunities
All of our experts agreed that COVID-19 was the single greatest immediate challenge confronting the industry in 2020 but that the industry had managed to weather the storm while remaining relatively healthy with the implementation of new workplace safety and sales protocols.
“We learned a lot about our company, our team and our ability to push through during difficult times,” Reinhardt recalled. “We had to drive through a lot of obstacles in 2020, and we specifically created new plans and processes to prepare for the unexpected. Our company has always been focused on providing expert advice, professional services and first-rate products, but COVID made us add a safety element that hit all of our stores differently.”
Most of our sources cited ongoing international supply-chain issues as a current and potential future source of disruption in the industry.
“We’ve seen some significant disruption,” Wentz observed. “It started two or three years ago, and it’s not getting any easier to deal with. It’s hitting everybody in the industry, and I don’t see that getting any better in the immediate near future.”
Flowers additionally mentioned the need to attract skilled workers to the industry.
“Addressing and overcoming these challenges will be crucial to our continued success,” he said.
The onset of the pandemic and the accompanying economic downturn emphasized the need for companies to be willing to adapt to rapidly changing circumstances and to develop new business models on the fly.
“Always follow the consumer,” Marks added, noting the changes in consumer buying habits that have evolved out of the pandemic. “Consumers have grown accustomed to ordering online and utilizing curbside service, and there is a belief among retailers that this type of service may very well be here to stay.”
On a similar note, Beaulaurier called out the difficulties of “meeting consumer expectations for fast product delivery in an age where shipping logistics and supply-chain management face unprecedented challenges. Customers want it now, and when they don’t get it, they immediately get on social media and raise hell. Managing those expectations is one of the most significant challenges we face.”
“Being flexible and offering more than a single service has become essential to survival in the modern overlanding truck and off-road market,” Jaynes said. “A brand can’t simply practice one discipline anymore. It must master many disciplines.”
Simply keeping up with the flurry of new OE product offerings—and their ever-more-sophisticated technologies—poses its own unique challenges.
“The greatest change in the truck and off-road market over the past few years has been the sophistication of vehicles, from collision-avoidance systems to computer technology interfaces and even the journey to electrification of trucks and ORVs,” Shimanski said. “These changes can be significant in certain platforms, and the accessories that people like to install must not interfere with the systems.”
“The aftermarket’s relationships with the OEMs is ever-evolving and has been both an opportunity and a challenge,” Reinhardt added. “New vehicles are hitting the dealerships with new platforms and innovative features, yet the aftermarket is always finding ways to modify and improve each vehicle.”
Other challenges mentioned included market consolidation, which, as Wentz explained, “created demand for very-low-priced goods, which in turn drives down margins, which in turn drives down the ability to invest in R&D to create new products for customers. I think as an industry, we’re not still quite sure how to address that question.”
Still, with the economy continuing gradually to recover and the OE manufacturers producing ever-more-capable trucks and SUVs, most of our sources remained optimistic for 2021 and beyond.
Flowers summed it up: “If the economy continues to recover in 2021, solid growth in outdoor activities such as off-roading will also continue, and the introduction of exciting new multiuse vehicles such as the Ford Bronco and others will help bring in new consumers to off-road activities. New consumers and new vehicles will fuel more opportunities for auto accessories.”
Truck Market Trends: Stay Up-To-Date
SEMA offers numerous resources that can help members stay abreast of changes in the light-truck aftermarket. To download a free copy of the “SEMA Pickup Report,” the “SEMA Accessory Opportunity Report” or the latest copies of “SEMA Market Report” and “SEMA Future Trends,” visit
www.sema.org/market-research.
BUSINESS BEST PRACTICES
By Chad Simon
In 2020, most companies were forced to drastically alter their person-to-person business approach due to the COVID-19 pandemic. Industry shows, including the SEMA Show, were cancelled and replaced by virtual events, such as SEMA360. Racing events were cancelled or postponed. More people were working from home than ever before. Business meetings were conducted via Zoom. Seminars made way for webinars.
And marketing campaigns went 100% digital.
One such instance is LTA Manufacturing—parent company to Ranch, ATC, Jason and LoadMaster Bed Systems—which staged a large marketing push last fall in preparation for the launch of its brand-new Mountain Top line. The company’s intent was to launch it at the 2020 SEMA Show, but because the Show was canceled due to the pandemic, LTA had to find another way to introduce the product line.
“I’ve always been a firm believer in digital marketing, so I already had a digital push built into my campaign process,” said Jennifer Collins, LTA Manufacturing vice president of marketing. “But I expanded on that in light of not being able to be one on one with people as the next best way for us to get the product out and let them see it.”
Adapting to the Challenge
Like most manufacturers in the automotive aftermarket, LTA Manufacturing’s sales slowed significantly when COVID-19 began, but have since recovered due to the company’s commitment to a three-week lead time when many competitors in the segment were pushing five, six and seven weeks.
LTA Manufacturing’s owner also made a conscious effort to support employees during the peak of the COVID-19 shutdown and paid them at one point to do community service because there wasn’t enough actual production to keep them busy.
“We didn’t have the rebuild that so many companies were having to go through after having let their staffs go,” Collins said. “The other thing we wanted to do was to make it easier for dealers to do business with us, so we rolled out a new dealer portal so dealers could process orders online.”
The dealer portal opened a new venue for the company in what had always been a person-to-person type of sale, allowing dealers to do customization on their own, since many of them weren’t working full-time because of COVID-19. By changing its marketing approach, LTA experienced one of the best years in the company’s history, despite the challenges.
Revolutionizing the Way Business Is Conducted
COVID-19 changed the way everybody does business. One of the things Collins sees is that people are doing more research online, especially during the discovery part of the buying process. They’re looking to influencers on social media for inspiration and education about products, whereas they’d have gone to a truck accessory dealer in the past and talked to the sales staff
in person.
“The pandemic pushed everybody to look beyond what have always been traditional forms of marketing and respond to that by getting information to consumers in a format they’re looking for,” Collins said. “We’ve embraced that by moving forward with various new digital platforms.”
Shortages in raw materials are one of the other challenges that affected not just the automotive industry but also many industries. For LTA, it’s glass. The RV industry has taken off because of COVID-19, and a lot of glass is used for windshields. Glass suppliers are behind because they’re trying to fill their orders. That forced Collins to look more closely at her supply chain and carry more inventory to help manage shortages.
Marketing in a Virtual World
Collins isn’t one to rest on her laurels. She’s been adapting her marketing strategy since she started with the company a little more than a year ago.
“I’ve worked with other companies that had a strong digital campaign and knew how important that was, so when I came on board with LTA, one of the first things I did was start looking at where we needed to improve,” she said. “It’s not an instantaneous process, which is why it’s taken me a year to rebuild our websites, create dealer portals and recreate an entire search-engine optimization (SEO) campaign. But that was not just because of COVID-19; it was because I knew that was the way we needed to go with marketing because it’s changing every day.”
For Collins, digital marketing is easier than traditional forms of marketing because she receives immediate results about what’s working and what isn’t.
“Twenty years ago, when all you had was print, you’d put an ad in the paper with a promo code and hope that somebody would use it when they called so you would have some way of tracking whether that ad did any good,” Collins said. “Now I can pull up Google Analytics and tell you how many people have gone to my website, how many people are responding, and how long they spent looking at the ad. I love what digital can do for me in terms of information.”
Digital marketing also provides for a better-informed consumer. At the SEMA Show, Collins finds that people are more engaged and better informed about what’s out there.
“I’ve been in the automotive aftermarket for more than 20 years, and I can remember working shows, and people would walk in and ask, ‘So what’s new here?’” Collins said. “Now they come to shows and they say, ‘Show me the new product that you’re promoting.’ They know exactly what they’re looking for, and they want to see it up close.”
LTA also pushed other strategies, including pay-per-click advertising, which was boosted by the company’s SEO and search-engine marketing (SEM) processes in the middle to late part of 2020 for all of its brands. According to Collins, the company saw a great rate of return on its pay-per-click advertising.
“The costs had gone down because so many people had stopped advertising, especially smaller businesses,” Collins said. “So we were able to take advantage of that, leading more people to our website.”
Collins contracted with a digital strategy firm that she’d worked with in the past, and it helped her take better advantage of SEO and SEM programs and use video as a way for people to view the product, since they couldn’t see it in person. Collins is also ramping up the company’s digital ads with many industry-related sites and working toward providing a 360-degree product view.
The Mountain Top launch helped Collins find ways to expand the company’s own digital presence across the board. That included putting together a dedicated social-media campaign for all of its brands. Each brand’s website is also being rebuilt to include more features, such as build-your-own and enhancements to the dealer lead-generation tool, which brings more traffic to dealers. The company’s SEO and SEM campaigns are bringing more viewers to its sites, which means dealers get more leads.
According to Collins, social-media marketing has never been a focus at LTA. She knew it was important to try to bring that aspect into it, but there were several pieces that had to come into place to make that happen. First, she needed quality content to build a social strategy, so she spent the past year doing photo and video shoots in the mountains and desert, trying to build a library of videos and imagery to draw consumers in.
The company is also working with its dealers who are interested in implementing an online strategy to sell to consumers. According to Collins, the fiberglass part of the industry is custom-build and built-to-order-type products, so they’re not easy to sell online, but some dealers are now doing it. She supports them with code that they can drop into their websites so they can use LTA’s build-your-own feature and provide them with imagery and videos.
Post-COVID Marketing
According to Collins, digital will continue to flourish after COVID-19 subsides. It was already growing even prior to the pandemic and is especially increasing now with people spending more time in front of their computers and less time out in person. Everybody in all forms of the industry is going to have to learn to excel at providing a customized user experience for consumers.
“The best thing to do is educate yourself,” she said. “There are some great online resources. Do some research and start small. Don’t try to jump in headfirst and do everything all at once. Start with one thing. Social media is one of the quickest, easiest and least-expensive ways to get your foot in. I recommend to anybody who’s struggling to just try that; don’t try to tackle all marketing options at one time.”
Source:
LTA Manufacturing
800-983-2787
LEGISLATIVE AND TECHNICAL AFFAIRS
FEDERAL UPDATE
Automotive Cybersecurity: The National Highway Traffic Safety Administration (NHTSA) requested public comments on its updated guidance document entitled “Cybersecurity Best Practices for the Safety of Modern Vehicles.” First published in 2016, the NHTSA document identifies recommended best practices for motor-vehicle and equipment designers, manufacturers and suppliers. The updated document incorporates recent agency and industry research and focuses on best practices that have safety implications. SEMA supports cybersecurity controls that also safeguard the ability to modify vehicles and install specialty auto equipment.
ADAS Information for Consumers: NHTSA requested comments on how to eventually develop a rating system for advanced driver-assistance systems (ADAS) and incorporate it within the agency’s New Car Assessment Program (NCAP). The NCAP is intended to provide consumers with basic safety information about a new vehicle and foster comparison shopping between different makes and models. The program tests new-vehicle performance in various crash scenarios (frontal, side, rollover) and provides a five-star scale rating. NCAP was most recently updated to include automatic emergency braking systems starting with model-year ’18 vehicles. ADAS covers new crash-avoidance measures such as lane-departure and blind-spot warnings through the use of cameras, radar, lidar, vehicle-to-vehicle communications and other technologies. While ADAS offers many benefits, SEMA supports the NHTSA conclusion that it is premature to create federal safety standards while the technology and testing parameters are still being developed.
E15 Labels: The U.S. Environmental Protection Agency (EPA) issued a proposed rule to either modify or remove the current E15 warning labels posted on gas station dispensers. Labels are currently required for gasoline-ethanol blends of greater than 10% ethanol and up to 15% ethanol (E15). The label is 3x5 in. and includes the language: ‘‘ATTENTION, E15, up to 15% ethanol, use only in 2001 and newer passenger vehicles, flex-fuel vehicles, don’t use in other vehicles, boats, or gasoline powered equipment. It may cause damage and is prohibited by Federal law.’’ The new label would be smaller and the warning message softened. Alternatively, the EPA is seeking comment on whether a label is necessary. SEMA contends that the label is vital to protecting vehicles and engines for which E15 use is inappropriate. SEMA supports making the warning label larger and including the words “WARNING” and “Check your owner’s manual,” along with pictograms of a classic vehicle, a boat, a motorcycle, an ATV, a lawnmower, a chainsaw and a snowmobile.
Duties on Tires From Southeast Asia: The U.S. Department of Commerce (DOC) issued a preliminary finding that passenger and light-truck tires from South Korea, Taiwan, Thailand and Vietnam are being sold in the United States at less than fair value. The dumping margins were calculated at 14.24%–38.07% for South Korea, 52.42%–98.44% for Taiwan, 13.25%–22.21% for Thailand, and 0%–22.30% for Vietnam. The DOC has already issued a preliminary ruling that Vietnamese tire producers have received unfair subsidies associated with the country’s “undervalued currency,” with countervailing duty rates ranging from 6.23%–10.08%. The DOC is expected to issue final anti-dumping and countervailing duty decisions by May 13, 2021. The U.S. International Trade Commission (ITC) has already made an initial determination that U.S. industry is likely being harmed by the alleged dumping and subsidies. For duties to take effect, the ITC must confirm that there is harm or threatened harm to U.S. industry once the DOC has issued its final dumping and subsidy calculations. An ITC decision is expected by June 28, 2021.
National Monument Boundaries: President Biden issued an executive order requiring the U.S. Department of the Interior to conduct a review of the monument boundaries and conditions of several national monuments, including Grand Staircase-Escalante and Bears Ears National Monuments. The size of both monuments was reduced during the Trump administration. It is anticipated that the Biden Interior Department will recommend partly or fully restoring the boundaries to what existed prior to January 20, 2017. The Secretary of the Interior has 60 days to issue a report and findings. National monument designations frequently lead to the closure of existing off-road roads and trails. SEMA supports a collaborative approach when making major land-use decisions, including input from local citizens, elected leaders and other stakeholders.
STATE UPDATE
Delaware—Equipment: The Delaware House of Representatives introduced SEMA-supported legislation that allows for the dismissal of minor equipment violations if repairs have been made. The violations include an inoperative horn, a missing rearview mirror and improper window tint as well as inoperable headlights, taillights or turn-signal lights. Under current law, those violations are subject to a fine or would constitute a moving violation on the person’s driving record. The bill currently awaits consideration in the House Judiciary Committee.
Kansas—Military Vehicles: The Kansas legislature introduced SEMA-supported House and Senate bills to allow for the registration and on-road use of surplus military vehicles. Currently, only antique military vehicles more than 35 years old can be registered for road use. The bills await consideration in the House and Senate Transportation Committees.
Michigan—Military Vehicles: Michigan Governor Gretchen Whitmer vetoed SEMA-supported legislation that would have allowed for the titling and registration of historic military surplus vehicles. Currently, such vehicles are not able to be titled or registered for use on highways in the state. In announcing her veto, Governor Whitmer explained that, while it provides an additional safeguard by requiring a safety inspection, the bill does not provide for any implementation of that requirement.
New Hampshire—License Plates: The New Hampshire House of Representatives introduced SEMA-supported legislation to require the display of only a single, rear-mounted license plate for all passenger vehicles. Under current law, vehicles must display two license plates. The bill currently awaits consideration in the House Transportation Committee.
New Hampshire—Window Tint: The New Hampshire House of Representatives introduced SEMA-supported legislation to allow the use of aftermarket tinting on the windows to the right and left of the driver. The bill allows tinting of not less than 35% light transmittance on those windows, bringing the state in line with the accepted industry tinting standard. Current law does not allow tinting on the windows to the left and right of the driver other than for medical reasons. The bill awaits consideration in the House Transportation Committee.
North Dakota—Collector Vehicles: The North Dakota legislature introduced a pair of SEMA-supported bills to lower the age requirement for a vehicle to be registered as an antique or collector vehicle and to allow a collector’s title to be issued to an owner of a rebuilt, reconstructed, salvaged, antique or vintage motor vehicle without a certificate of inspection. Both bills await consideration in the House Transportation Committee.
Ohio—License Plates: The Ohio legislature failed to pass SEMA-opposed legislation to require registration plates on the front of all motor vehicles prior to the end of its 2019–2020 session. In 2019, the Ohio legislature passed a bill removing the front plate requirement. It went into effect July 1, 2020.
Vermont—License Plates: The Vermont House of Representatives introduced SEMA-supported legislation to require the display of only a single, rear-mounted license plate for all passenger vehicles weighing less than 10,000 lbs. Under current law, vehicles must display two license plates. The bill currently awaits consideration in the House Transportation Committee.
Virginia—Imported Vehicles: The Virginia House of Representatives introduced SEMA-supported legislation to allow the DMV to issue a title for an imported foreign-market vehicle manufactured at least 25 years ago. The bill does not require such vehicles to comply with current U.S. federal safety requirements. Current law allows for only a negotiable title to be issued to such vehicles manufactured prior to 1968. The bill currently awaits consideration in the House Committee on Transportation.
HERITAGE
By Drew Hardin
Photography Courtesy Eric Rickman, Petersen Publishing Company Archive
As this issue was going to press, we learned that Bruce Meyers, inventor of the Meyers Manx that spawned the dune buggy craze and countless imitators, passed away at the age of 94. This article was originally written in late 2020, after Meyers and his wife Winnie announced the sale of his iconic dune buggy manufacturing company, Meyers Manx Inc., to an investment firm that would “maintain the old and introduce the new,” as Meyers described it. The CEO and chief creative officer of the new Meyers Manx LLC is Freeman Thomas, an automotive designer whose previous work on concept and production cars included the Volkswagen New Beetle and Audi TT, plus several Daimler Chrysler concept vehicles.
“As a California native, I grew up on the beaches of Southern California surrounded by its unique and creative lifestyle culture,” Thomas said in a statement about the new venture. “As I became an automotive designer, the philosophy of Bruce Meyers became a huge inspiration, and I am sure I am not alone in thanking him for injecting a huge dose of disruptive creativity into the automotive scene.”
Thomas called the original Meyers Manx a “wildly successful, whimsical, fun and capable machine” that “launched a pop culture movement that helped define the ’60s, a time of love, rebellion and free thinking. The Meyers Manx was not simply a dune buggy; it was a vessel of freedom, and it continues to be.”
It was in 1966 that Meyers’ “vessel of freedom,” with Meyers himself at the wheel, flew off the cover of Hot Rod’s August issue to herald the “New Craze” of “Off the Road Fun Cars.” Editor Bob Greene’s accompanying cover story, “Terra Firma Funny Cars,” provided a roundup of the era’s “off-the-road specialty vehicles,” which ranged from V8-powered Jeeps to “cut-down Detroit sedans” and “salvaged and denuded Volkswagens with a rollbar in place of a body.”
One page of the story was devoted to photos and captions of Meyers’ “go-anywhere machine.” For a photo showing the Manx at speed, Greene wrote, “Being super light, the Manx can compete favorably with both dune buggies and Jeeps. The car is ultra-smooth and maneuverable.”
A shot of the Volkswagen pan that formed the Manx’s foundation described how the wheelbase of the ex-Beetle “is shortened to 80 in. by chopping 141/2 in. out of belly pan.” Then owners could add “your engine of choice” from a VW, Porsche or Corvair.
The exploits of the early Meyers Manx are legendary. The very first Mexican 1,000 race down the Baja peninsula in 1967 was won by a Manx piloted by Vic Wilson and Ted Mangels. Meyers’ original Manx prototype, which he built in 1963–1964 and dubbed Old Red, not only still exists but also has been inducted into the National Historic Vehicle Register.
The Manx was one of several models, including the Tow’d and the Manx Street Roadster, produced by B.F. Meyers & Co. in the mid to late ’60s. Some 7,000 kits were made in the company’s heyday before Meyers left in 1970 after unsuccessful legal battles with manufacturers making imitations of his buggy kit. The company closed in 1971, but Meyers reincorporated again in 1999 as Meyers Manx Inc. and has been producing dune buggy kits ever since.
The announcement of the new Meyers Manx LLC did not include any specifics about upcoming models, but Phillip Sarofim, chairman of the new venture, said that the company is “putting together an international dream team of passionate and creative souls to carry on the Meyers Manx legacy of fun, freedom and expression that Bruce and Winnie created. We are humbled and honored to continue the Meyers Manx legacy!”
REQUIRED READING
By Juan Torres
SEMA helps manufacturers in the automotive aftermarket industry promote their products through events such as the SEMA Show and SEMA360 as well as programs such as the New Products Showcase. Among those manufacturers are companies that make mobile electronics, which account for more than $3 billion of sales in the aftermarket industry, per the 2020 “SEMA Market Report” (www.sema.org/market-research). The following are some of the publications that cover the mobile-electronics market segment and report on new products and trends in the industry.
Scosche completely redesigned its line of EFX car audio installation accessories in 2020, and the 12-Volt News editors ensured that their readers knew the products would be debuted at SEMA360. The redesigned accessories are suitable for high-end installations, powersports and motorcycle use as well as DIY projects.
Mobile Electronics supports car audio retailers and installers by providing them with information that helps improve their profitability and knowledge. When Metra PowerSports introduced three speaker pods for Can-Am and Polaris UTVs and ATVs at SEMA360, the publication’s editors gave their readers detailed product information.
In the quest to help car stereo and electronics industry members stay up-to-date on relevant news, CEoutlook Editor Amy Gilroy and her staff reported to their readers the winners of the 2020 SEMA360 Best New Products Awards. Escort/Cobra’s Escort Redline 360c driver-alert system took the top prize in the mobile-electronics category.
“@AudioControl always wants to have their customers blown away by the audio quality and difference an AudioControl product can make! #sema.”—PASMAG, via Twitter
“AEM Performance Electronics won the SEMA360 “Engineered New Product” award for the VCU300 EV Control Unit.”—Auto Care Week/The Greensheet, via Twitter
“As part of SEMA Week, we investigate one of the fastest-growing segments in the 12V aftermarket industry, with new applications being announced almost daily.”—Canadian Mobile Audio, via Facebook
“Metra Electronics Introduces a New Product Line for Trailer Lights and Installation Accessories at SEMA Show.”—Cerebral-Overload, via Twitter