By Ashley Reyes

Boneyard Builds has been named as this week’s SEMA Hot Rod Industry Alliance (HRIA) council spotlight member. In HRIA’s Q&A with company owner Chad Whitlock, Whitlock answers questions about the company’s current and upcoming vehicle projects, their 2019 SEMA Show build (’70 Chevrolet C-10) and shares advice for aspiring professionals in the automotive aftermarket.

SEMA: Tell us the story of your shop. How did you start?

Chad Whitlock: We started in 2016. It was our passion, our hobby. The first year, we started out doing quick flips and quickly learned we needed to do more to generate income. We started with two frame-off restorations and made a name for ourselves in the Birmingham area. SEMA was a huge help with incredible national exposure.  

SEMA: What was your breakthrough moment?

CW: SEMA and the contacts we made helped us tremendously.   

SEMA: Tell us about your feature build Chevy C-10.

Boneyard Builds shop interior.

CW: Brody Stone came into the shop and said he wanted his C-10 to have diesel power and be a track truck. We worked with him all through the process and the project grew under the “might as well” principle.   

SEMA: What’s in your shop this year?

CW: A ’33 Roadster, ’70 Mustang (traditional), ’74 F100 (Coyote swap), ’67 Nova rotisserie restoration, ’68 big block C-10 and a ’72 protouring cutlass. We are busy!

SEMA: What new and exciting projects do you foresee in the future?  

CW: A ’69 Mach. It will be done in 2021.

SEMA: What advice do you have for young folks contemplating a career in the automotive aftermarket?  

CW: Know your worth and don’t discount it. Throw a broad net and spend the money to go to the big shows. Never sell yourself short. Use quality parts because inferior parts will always reflect you and your work, and always do the right thing. If the customer isn’t willing to pay for it, you need different customers.

By Ashley Reyes

Boneyard Builds has been named as this week’s SEMA Hot Rod Industry Alliance (HRIA) council spotlight member. In HRIA’s Q&A with company owner Chad Whitlock, Whitlock answers questions about the company’s current and upcoming vehicle projects, their 2019 SEMA Show build (’70 Chevrolet C-10) and shares advice for aspiring professionals in the automotive aftermarket.

SEMA: Tell us the story of your shop. How did you start?

Chad Whitlock: We started in 2016. It was our passion, our hobby. The first year, we started out doing quick flips and quickly learned we needed to do more to generate income. We started with two frame-off restorations and made a name for ourselves in the Birmingham area. SEMA was a huge help with incredible national exposure.  

SEMA: What was your breakthrough moment?

CW: SEMA and the contacts we made helped us tremendously.   

SEMA: Tell us about your feature build Chevy C-10.

Boneyard Builds shop interior.

CW: Brody Stone came into the shop and said he wanted his C-10 to have diesel power and be a track truck. We worked with him all through the process and the project grew under the “might as well” principle.   

SEMA: What’s in your shop this year?

CW: A ’33 Roadster, ’70 Mustang (traditional), ’74 F100 (Coyote swap), ’67 Nova rotisserie restoration, ’68 big block C-10 and a ’72 protouring cutlass. We are busy!

SEMA: What new and exciting projects do you foresee in the future?  

CW: A ’69 Mach. It will be done in 2021.

SEMA: What advice do you have for young folks contemplating a career in the automotive aftermarket?  

CW: Know your worth and don’t discount it. Throw a broad net and spend the money to go to the big shows. Never sell yourself short. Use quality parts because inferior parts will always reflect you and your work, and always do the right thing. If the customer isn’t willing to pay for it, you need different customers.

The “Industry Talks: Back to Business Webinar Series” helps business move forward.

The “Industry Talks: Back to Business Webinar Series” helps business move forward.

By Ashley Reyes

Jonathan Mill

It’s been seven years since Jonathan Mill won the first-ever SEMA Launch Pad, and a lot has changed since then. Mill, who is currently executive producer of Alloy Studios, has worked with some of the biggest names in the automotive space, and continues to push the boundaries of innovation, both in media and business practices. He contributes to many of the commercials seen within our industry, is an avid volunteer for the association and was awarded the SEMA Gen-III Innovator of the Year award in 2016.

Get to know Mill and tap into his knowledge and expertise during the ETTN Live Chat, September 1, at 12:00 p.m. (PDT). Mill will share his experience with launching new products as he walks attendees through aligning their product for market entry with a strong marketing strategy and channel partnerships. 

Get your questions ready to tap into Mill’s expertise by tuning into the ETTN Facebook page, September 1 at 12:00 p.m. (PDT).

By Ashley Reyes

Jonathan Mill

It’s been seven years since Jonathan Mill won the first-ever SEMA Launch Pad, and a lot has changed since then. Mill, who is currently executive producer of Alloy Studios, has worked with some of the biggest names in the automotive space, and continues to push the boundaries of innovation, both in media and business practices. He contributes to many of the commercials seen within our industry, is an avid volunteer for the association and was awarded the SEMA Gen-III Innovator of the Year award in 2016.

Get to know Mill and tap into his knowledge and expertise during the ETTN Live Chat, September 1, at 12:00 p.m. (PDT). Mill will share his experience with launching new products as he walks attendees through aligning their product for market entry with a strong marketing strategy and channel partnerships. 

Get your questions ready to tap into Mill’s expertise by tuning into the ETTN Facebook page, September 1 at 12:00 p.m. (PDT).

By Ashley Reyes

Rose Kawasaki

As an active SEMA member volunteer and vice president of Exports International, Rose Kawasaki is a name in which many in the industry are familiar. However, few may realize the powerhouse and the journey that led her to a 30-plus-year thriving career in the automotive specialty-equipment industry. Join the SEMA Businesswomen’s Network (SBN) in a Facebook Live Chat featuring Kawasaki, September 2, at 12:00 p.m. (PDT).  

A former SBN chair, Kawasaki has advocated for the industry and volunteered endless hours to help promote programs that benefit and mentor young women entering the industry. Her dedication to the success and growth of SBN—including her leadership as Vehicle Build Task Force Chair in the groundbreaking “SEMA Mustang Build Powered by Women” in 2012—earned her recognition as SBN’s Athena Woman of the Year in 2015.

During this live chat, Kawasaki will share personal stories and discuss ways SBN members can activate their membership benefits and get involved, even through this time of social distancing.  

Get your questions ready and tune into the SBN Facebook Page on September 2.

By Ashley Reyes

Rose Kawasaki

As an active SEMA member volunteer and vice president of Exports International, Rose Kawasaki is a name in which many in the industry are familiar. However, few may realize the powerhouse and the journey that led her to a 30-plus-year thriving career in the automotive specialty-equipment industry. Join the SEMA Businesswomen’s Network (SBN) in a Facebook Live Chat featuring Kawasaki, September 2, at 12:00 p.m. (PDT).  

A former SBN chair, Kawasaki has advocated for the industry and volunteered endless hours to help promote programs that benefit and mentor young women entering the industry. Her dedication to the success and growth of SBN—including her leadership as Vehicle Build Task Force Chair in the groundbreaking “SEMA Mustang Build Powered by Women” in 2012—earned her recognition as SBN’s Athena Woman of the Year in 2015.

During this live chat, Kawasaki will share personal stories and discuss ways SBN members can activate their membership benefits and get involved, even through this time of social distancing.  

Get your questions ready and tune into the SBN Facebook Page on September 2.

By Ashley Reyes

Laurel Dasher

Laurel Dasher of PDM Automotive recently shared how her company is pivoting during the pandemic and utilizing technology to keep business moving forward during a recent interview with the SEMA Emerging Trends and Technology Network (ETTN).

To help inspire and motivate others to learn new tips and ideas, Dasher’s insight provides a unique perspective on how her company has overcome recent challenges, and what trends she is seeing in sales and marketing as a result of COVID-19.   

SEMA: How has your company pivoted during the pandemic?    

Laurel Dasher: PDM Automotive is a cloud-based technology company, so we specialize in working remotely. We provide a platform that gives customers access to their product data 24/7/365 remotely and they can send product data to all sales channels instantly. Our customers have definitely benefited from managing their own product data remotely. They have not missed a beat. Growing a relatively new company during a pandemic has been a rollercoaster for sure. We run lean, so we are “all hands-on deck.” Staying focused has been the key and knowing that the automotive industry has a strong core, and it’s helped us keep a positive attitude.

SEMA: What technology tools, new or old, have you leaned on recently?    

LD: We were looking forward to attending shows/conferences/events to network in person and build the brand; however, we have participated in multiple virtual events and conferences that have been very effective. Participating in virtual events has given us the ability to network in a whole new way. It has essentially been more targeted and focused. In-person shows that pivoted to a free or low-cost virtual event have been a great benefit to PDM.

The new technology that PDM offers has been an asset for companies needing/wanting to manage their data remotely. Whether they want to sell online, release new products or export data to their customers, they can do it from home like never before. Utilizing platforms to have face-to-face meetings and calls has been wonderful. I love seeing people during our calls. It's like we are in the same room. It has improved communication exponentially.

SEMA: What new trends have you noticed with sales and marketing?    

LD: Virtual events! Podcasts. Social media is on fire. YouTube videos and electronic cataloging as well.

SEMA: What, if any, changes in business do you feel will outlive the pandemic?    

LD: Access to cloud-based product data. Manufacturers selling direct to consumer. Brick-and-mortar companies selling online. We are a strong industry; The SEMA Show will prevail! I hope that video calls are here to stay. I love seeing the person that I am talking too. It helps to maintain all of the wonderful relationships we have built and show that we are in this together.

Register for ETTN’s “Industry Talks: Back to Business” virtual panel discussion on “Pivoting in a Pandemic: Technologies to Move us Forward” on September 4. Additional updates and resources to assist ETTN members get back to business are available at www.sema.org/reopen.  

Fill out this form for a chance to be featured in the next ETTN Member Insight.

By Ashley Reyes

Laurel Dasher

Laurel Dasher of PDM Automotive recently shared how her company is pivoting during the pandemic and utilizing technology to keep business moving forward during a recent interview with the SEMA Emerging Trends and Technology Network (ETTN).

To help inspire and motivate others to learn new tips and ideas, Dasher’s insight provides a unique perspective on how her company has overcome recent challenges, and what trends she is seeing in sales and marketing as a result of COVID-19.   

SEMA: How has your company pivoted during the pandemic?    

Laurel Dasher: PDM Automotive is a cloud-based technology company, so we specialize in working remotely. We provide a platform that gives customers access to their product data 24/7/365 remotely and they can send product data to all sales channels instantly. Our customers have definitely benefited from managing their own product data remotely. They have not missed a beat. Growing a relatively new company during a pandemic has been a rollercoaster for sure. We run lean, so we are “all hands-on deck.” Staying focused has been the key and knowing that the automotive industry has a strong core, and it’s helped us keep a positive attitude.

SEMA: What technology tools, new or old, have you leaned on recently?    

LD: We were looking forward to attending shows/conferences/events to network in person and build the brand; however, we have participated in multiple virtual events and conferences that have been very effective. Participating in virtual events has given us the ability to network in a whole new way. It has essentially been more targeted and focused. In-person shows that pivoted to a free or low-cost virtual event have been a great benefit to PDM.

The new technology that PDM offers has been an asset for companies needing/wanting to manage their data remotely. Whether they want to sell online, release new products or export data to their customers, they can do it from home like never before. Utilizing platforms to have face-to-face meetings and calls has been wonderful. I love seeing people during our calls. It's like we are in the same room. It has improved communication exponentially.

SEMA: What new trends have you noticed with sales and marketing?    

LD: Virtual events! Podcasts. Social media is on fire. YouTube videos and electronic cataloging as well.

SEMA: What, if any, changes in business do you feel will outlive the pandemic?    

LD: Access to cloud-based product data. Manufacturers selling direct to consumer. Brick-and-mortar companies selling online. We are a strong industry; The SEMA Show will prevail! I hope that video calls are here to stay. I love seeing the person that I am talking too. It helps to maintain all of the wonderful relationships we have built and show that we are in this together.

Register for ETTN’s “Industry Talks: Back to Business” virtual panel discussion on “Pivoting in a Pandemic: Technologies to Move us Forward” on September 4. Additional updates and resources to assist ETTN members get back to business are available at www.sema.org/reopen.  

Fill out this form for a chance to be featured in the next ETTN Member Insight.