SEMA News—December 2019

INDUSTRY NEWS

Fast Facts

Jake Wegner was named vice president of sales for Brake Parts Inc. LLC (BPI). He joins BPI from Magid Safety, where he held multiple positions with increasing responsibility, including his most recent role as regional vice president of sales. At Magid, he developed and implemented sales strategies that helped increase sales across all product lines. Prior to Magid, Wegner served as regional account manager with Sonoco and spent time with Hayes Manufacturing.

Darin Morgan joined the Mast Motorsports team. Best known for his efforts in heading Reher-Morrison’s research-and-development department, Morgan built his career around developing advanced cylinder heads and induction systems for engine applications, including NHRA and IHRA Pro Stock, IndyCar, NASCAR Cup, powerboats, land-speed cars and high-end sportsman and bracket racing.

Daystar Products International announced that Steve Robinson was appointed the company’s sales manager. He will be responsible for B2B sales management duties in the United States and Canada for the Daystar family of brands. He has 30 years experience in sales management and 20 years in automotive wholesale manufacturing.

R&R Marketing Consultants Inc. (RRMCI) will offer product video and 360 photo production services through a partnership with Voko Video. The partnership is a part of RRMCI’s efforts to help clients increase sales and improve the shopping experience in the digital age. RRMCI and Voko Video will work together with clients to produce digital content, while RRMCI will distribute the content in the right places.

LC Power Tools announced the appointment of Robert Eichelberg as global sales director. In his new role, Eichelberg will oversee sales and marketing for the professional power tool manufacturer. He has more than 40 years of experience in the power tool market, most recently serving as president of Flex North America—a position he held from 2001–2019. His prior experience includes work for Black & Decker/DeWalt, Skil and Porter Cable power tool brands.

Aftermarket Analytics announced a new consulting agreement with DRiV, a Tenneco Inc. business and global aftermarket and OE ride performance supplier. Aftermarket Analytics will provide services to enhance the company’s demand forecasting and commercial processes. The current product suite offered by Aftermarket Analytics includes four components: replacement rates, vehicle input/output, inventory analyst and supply-chain commander.

Rack-it Truck Racks Inc. announced the opening of its new manufacturing facility in Albany, Kentucky. The 39,000-sq-ft. facility will house manufacturing and powdercoating operations and serve as the company’s Eastern United States distribution point. Rack-it currently operates its flagship manufacturing facility in Shingle Springs, California.

Kahn Media has announced it has been recognized as one of the fastest growing marketing agencies in the world on Adweek magazine’s inaugural Top 100 Fastest-Growing Agencies list. Citing rapid growth and an increasing presence in both transportation and luxury/lifestyle marketing from 2016–2018, Kahn Media earned its place at spot number 74. Kahn Media was also recently recognized on the 2019 Inc. 5000 list as one of the fastest-growing private companies in the United States for the second year in a row and was named the top public-relations firm in its area by the San Fernando Valley Business Journal.

The Power Automedia “Horsepower Wars” show announced a partnership with Dana Aftermarket’s Victor Reinz Sealing Products for its second season. To watch “Horsepower Wars” season two, visit www.horsepowerwars.com.

VP Racing Fuels Inc. has announced it has signed a new distribution agreement with California Fuels & Lubricants (CFL), of Garden Grove, California, servicing Los Angeles and Orange Counties. California Fuels & Lubricants will distribute the full line of VP products, including VP race fuels and racing lubricants, servicing tracks and drivers throughout Southern California. CFL will market VP’s Branded Retail programs, including VP-branded gas stations, VP FastLube oil-change centers and VP PowerWash carwashes.

Thermo-Tec is partnering with Hoonigan on two of its programs: Season 2 of the next-level build show, “Knuckle Busters” and Season 2 of the head-to-head contest, “Build & Battle.” Season 2 of “Knuckle Busters” will focus on a Duramax diesel conversion of a fifth-generation Chevrolet Camaro. Requiring a retrofit of the engine bay, the goal is to hit 200 mph in the standing mile. Thermo-Tec will provide products to manage heat during extended run times including exhaust wrap, heat shields, wiring wrap and covers for the Duramax’s twin turbos.

Firestone Industrial Products Co. LLC (FSIP) has announced a significant investment to expand the company’s operations in Central Europe. The company is adding more than 20,000 sq. ft. to its existing Wolsztyn, Poland, plant, where the company has manufactured air suspensions for commercial vehicles and passenger cars since 2005. It will also open a new 100,000-sq.-ft. distribution center nearby in Chobienice, Poland. The new facility is planned to be fully operational by the second half of 2020.

Acme Manufacturing Co. has officially launched its Singapore office. Acme Singapore includes a standalone research and development center focused on creating new solutions and customized robotics systems for the company’s customers in Southeast Asia. Acme’s integrated automated solutions employ robot arms and a suite of digital technologies to perform finishing tasks, such as grinding, polishing, deburring and buffing on manufactured metal parts. The systems are applied for high-precision finishing of jet engine and aerospace structural components.

Old World Industries (OWI) is now the sole distributor and strategic partner of BASF Glysantin automotive coolant/antifreeze products in the North American market. Under the agreement, Old World Industries will offer BASF Glysantin automotive coolant/antifreeze products through the OWI portfolio of brands, including PEAK Coolant + Antifreeze, for the service and aftermarket. In addition to the partnership with BASF, OWI will continue to develop and leverage its own coolant and antifreeze technologies to cater to the needs of consumers and OEMs.

3M has announced a strategic collaboration with Wrapmate to help businesses improve their brand’s visibility through vehicle graphics and ultimately help graphic professionals find more customers. Wrapmate is an online platform where business owners can visualize their brand on a vehicle by using their business’ website address. Wrapmate uses the URL to scan the website for branded visuals, such as logos and imagery and within seconds, a vehicle wrap design is created. According to 3M, this service helps business owners understand what a vehicle wrap would look like in a 3D environment and builds excitement by offering tools for the user to better understand the impact that vehicle graphics have on the awareness of their business.

SEMA News—December 2019

FROM THE HILL

By Christian Robinson

California Muffler Battle Takes Checkered Flag

Bill to Amend 2018 Exhaust Noise Law Signed by Governor

Thanks to a SEMA-sponsored law enacted in 2003, drivers in the Golden State have been equipped with the tools needed to fight unfair exhaust noise citations.

You’ve just purchased the ride of your dreams and already have a list of upgrades in mind. If you’re like most enthusiasts, a new exhaust system is somewhere near the top of your list. Now imagine your surprise when you find out that your home state has passed an eleventh-hour piece of legislation that makes you question whether that modification is even legal. That’s exactly what happened to consumers in California earlier this year, but thanks to the efforts of SEMA and its allies in Sacramento, the problem has been solved.

For years, aftermarket exhaust systems have been stuck with an unfavorable stigma: an association with illegal street racing. That scarlet letter resulted in many states adopting laws and regulations banning the installation of aftermarket mufflers. However, it was the Golden State that sparked a new trend in the regulation of such parts in 2003.

Thanks to a SEMA-sponsored law enacted in 2003, drivers in the Golden State have been equipped with the tools needed to fight unfair exhaust noise citations. By rule, exhaust systems installed on cars in California with a manufacturer’s gross vehicle weight rating of less than 6,000 lbs. may not exceed a sound level of 95 dB. Because of the 2003 law, that measure is obtained using a Society of Automotive Engineers procedure, which is considered an objective standard. In other words, it’s based on a scientific test instead of the subjective human ear.

In fact, the law also went a step further and allowed police officers to issue fix-it tickets for mufflers suspected of being too loud. Put simply, drivers would be granted 30 days to have their mufflers tested and, if found too loud, brought into compliance in order to avoid paying a fine. That program is administered by the state’s Bureau of Automotive Repair and ran smoothly until last January, when the state began enforcing a new law—2018’s AB 1824.

AB 1824 was passed as part of California’s budget process in June of 2018 and removed law enforcement’s ability to issue fix-it tickets for suspected exhaust noise violations. The change in law was brought to the forefront when a video went viral claiming to show a motorist being issued a $1,000 fine for a loud muffler. As is often the case, widespread misinformation regarding the bill soon followed, including the belief that any aftermarket exhaust modification was now illegal. This was “fake news,” as some like to say, but the $3 billion exhaust-related marketplace was turned on its head as a result.

AB 1824 was passed as part of California’s budget process in June of 2018 and removed law enforcement’s ability to issue fix-it tickets for suspected exhaust noise violations.

In response to the new law, SEMA immediately began identifying ways to restore order to the market. After publishing a “Fact vs. Fiction” webpage seeking to clear up the confusion, SEMA’s allies in Sacramento were quickly tapped for legislative relief.

In February, California Assembly Members Jim Frazier and Tim Grayson introduced SEMA-sponsored legislation to reinstate fix-it tickets; the Assembly Transportation Committee quickly passed it without opposition. From there, language from the bill was included in a larger budget package and championed by Assembly Members Grayson, Tasha Boerner-Horvath, Phil Ting, Phil Chen and Senator Holly Mitchell, who shepherded it past the finish line. With Governor Gavin Newsom’s signature in October, fix-it tickets were again issued to motorists.

“SEMA thanks Assembly Members Grayson, Boerner-Horvath, Ting and Chen and Senator Mitchell for their tireless work on behalf of the more than 1,700 member companies based in the Golden State,” said Daniel Ingber, SEMA’s vice president for legal and government affairs. “Thanks to their efforts, enthusiasts in California will continue to be afforded due process under the law.”

California’s recent exhaust noise adventure is a cautionary tale. While 2019’s legislation provided clarity to the law for motorists, not all states share the same commonsense approach. In fact, several states have sought to limit or ban many aftermarket exhaust systems. For that reason, SEMA offers model legislation that implements a commonsense approach to regulating mufflers and the sound they produce. In recent years, versions of the model bill have been passed in Maine and Montana. To learn more, visit www.semasan.com/modelbills.

SEMA News—December 2019

FROM THE HILL

By Christian Robinson

California Muffler Battle Takes Checkered Flag

Bill to Amend 2018 Exhaust Noise Law Signed by Governor

Thanks to a SEMA-sponsored law enacted in 2003, drivers in the Golden State have been equipped with the tools needed to fight unfair exhaust noise citations.

You’ve just purchased the ride of your dreams and already have a list of upgrades in mind. If you’re like most enthusiasts, a new exhaust system is somewhere near the top of your list. Now imagine your surprise when you find out that your home state has passed an eleventh-hour piece of legislation that makes you question whether that modification is even legal. That’s exactly what happened to consumers in California earlier this year, but thanks to the efforts of SEMA and its allies in Sacramento, the problem has been solved.

For years, aftermarket exhaust systems have been stuck with an unfavorable stigma: an association with illegal street racing. That scarlet letter resulted in many states adopting laws and regulations banning the installation of aftermarket mufflers. However, it was the Golden State that sparked a new trend in the regulation of such parts in 2003.

Thanks to a SEMA-sponsored law enacted in 2003, drivers in the Golden State have been equipped with the tools needed to fight unfair exhaust noise citations. By rule, exhaust systems installed on cars in California with a manufacturer’s gross vehicle weight rating of less than 6,000 lbs. may not exceed a sound level of 95 dB. Because of the 2003 law, that measure is obtained using a Society of Automotive Engineers procedure, which is considered an objective standard. In other words, it’s based on a scientific test instead of the subjective human ear.

In fact, the law also went a step further and allowed police officers to issue fix-it tickets for mufflers suspected of being too loud. Put simply, drivers would be granted 30 days to have their mufflers tested and, if found too loud, brought into compliance in order to avoid paying a fine. That program is administered by the state’s Bureau of Automotive Repair and ran smoothly until last January, when the state began enforcing a new law—2018’s AB 1824.

AB 1824 was passed as part of California’s budget process in June of 2018 and removed law enforcement’s ability to issue fix-it tickets for suspected exhaust noise violations. The change in law was brought to the forefront when a video went viral claiming to show a motorist being issued a $1,000 fine for a loud muffler. As is often the case, widespread misinformation regarding the bill soon followed, including the belief that any aftermarket exhaust modification was now illegal. This was “fake news,” as some like to say, but the $3 billion exhaust-related marketplace was turned on its head as a result.

AB 1824 was passed as part of California’s budget process in June of 2018 and removed law enforcement’s ability to issue fix-it tickets for suspected exhaust noise violations.

In response to the new law, SEMA immediately began identifying ways to restore order to the market. After publishing a “Fact vs. Fiction” webpage seeking to clear up the confusion, SEMA’s allies in Sacramento were quickly tapped for legislative relief.

In February, California Assembly Members Jim Frazier and Tim Grayson introduced SEMA-sponsored legislation to reinstate fix-it tickets; the Assembly Transportation Committee quickly passed it without opposition. From there, language from the bill was included in a larger budget package and championed by Assembly Members Grayson, Tasha Boerner-Horvath, Phil Ting, Phil Chen and Senator Holly Mitchell, who shepherded it past the finish line. With Governor Gavin Newsom’s signature in October, fix-it tickets were again issued to motorists.

“SEMA thanks Assembly Members Grayson, Boerner-Horvath, Ting and Chen and Senator Mitchell for their tireless work on behalf of the more than 1,700 member companies based in the Golden State,” said Daniel Ingber, SEMA’s vice president for legal and government affairs. “Thanks to their efforts, enthusiasts in California will continue to be afforded due process under the law.”

California’s recent exhaust noise adventure is a cautionary tale. While 2019’s legislation provided clarity to the law for motorists, not all states share the same commonsense approach. In fact, several states have sought to limit or ban many aftermarket exhaust systems. For that reason, SEMA offers model legislation that implements a commonsense approach to regulating mufflers and the sound they produce. In recent years, versions of the model bill have been passed in Maine and Montana. To learn more, visit www.semasan.com/modelbills.

SEMA News—December 2019

FROM THE HILL

By Christian Robinson

California Muffler Battle Takes Checkered Flag

Bill to Amend 2018 Exhaust Noise Law Signed by Governor

Thanks to a SEMA-sponsored law enacted in 2003, drivers in the Golden State have been equipped with the tools needed to fight unfair exhaust noise citations.

You’ve just purchased the ride of your dreams and already have a list of upgrades in mind. If you’re like most enthusiasts, a new exhaust system is somewhere near the top of your list. Now imagine your surprise when you find out that your home state has passed an eleventh-hour piece of legislation that makes you question whether that modification is even legal. That’s exactly what happened to consumers in California earlier this year, but thanks to the efforts of SEMA and its allies in Sacramento, the problem has been solved.

For years, aftermarket exhaust systems have been stuck with an unfavorable stigma: an association with illegal street racing. That scarlet letter resulted in many states adopting laws and regulations banning the installation of aftermarket mufflers. However, it was the Golden State that sparked a new trend in the regulation of such parts in 2003.

Thanks to a SEMA-sponsored law enacted in 2003, drivers in the Golden State have been equipped with the tools needed to fight unfair exhaust noise citations. By rule, exhaust systems installed on cars in California with a manufacturer’s gross vehicle weight rating of less than 6,000 lbs. may not exceed a sound level of 95 dB. Because of the 2003 law, that measure is obtained using a Society of Automotive Engineers procedure, which is considered an objective standard. In other words, it’s based on a scientific test instead of the subjective human ear.

In fact, the law also went a step further and allowed police officers to issue fix-it tickets for mufflers suspected of being too loud. Put simply, drivers would be granted 30 days to have their mufflers tested and, if found too loud, brought into compliance in order to avoid paying a fine. That program is administered by the state’s Bureau of Automotive Repair and ran smoothly until last January, when the state began enforcing a new law—2018’s AB 1824.

AB 1824 was passed as part of California’s budget process in June of 2018 and removed law enforcement’s ability to issue fix-it tickets for suspected exhaust noise violations. The change in law was brought to the forefront when a video went viral claiming to show a motorist being issued a $1,000 fine for a loud muffler. As is often the case, widespread misinformation regarding the bill soon followed, including the belief that any aftermarket exhaust modification was now illegal. This was “fake news,” as some like to say, but the $3 billion exhaust-related marketplace was turned on its head as a result.

AB 1824 was passed as part of California’s budget process in June of 2018 and removed law enforcement’s ability to issue fix-it tickets for suspected exhaust noise violations.

In response to the new law, SEMA immediately began identifying ways to restore order to the market. After publishing a “Fact vs. Fiction” webpage seeking to clear up the confusion, SEMA’s allies in Sacramento were quickly tapped for legislative relief.

In February, California Assembly Members Jim Frazier and Tim Grayson introduced SEMA-sponsored legislation to reinstate fix-it tickets; the Assembly Transportation Committee quickly passed it without opposition. From there, language from the bill was included in a larger budget package and championed by Assembly Members Grayson, Tasha Boerner-Horvath, Phil Ting, Phil Chen and Senator Holly Mitchell, who shepherded it past the finish line. With Governor Gavin Newsom’s signature in October, fix-it tickets were again issued to motorists.

“SEMA thanks Assembly Members Grayson, Boerner-Horvath, Ting and Chen and Senator Mitchell for their tireless work on behalf of the more than 1,700 member companies based in the Golden State,” said Daniel Ingber, SEMA’s vice president for legal and government affairs. “Thanks to their efforts, enthusiasts in California will continue to be afforded due process under the law.”

California’s recent exhaust noise adventure is a cautionary tale. While 2019’s legislation provided clarity to the law for motorists, not all states share the same commonsense approach. In fact, several states have sought to limit or ban many aftermarket exhaust systems. For that reason, SEMA offers model legislation that implements a commonsense approach to regulating mufflers and the sound they produce. In recent years, versions of the model bill have been passed in Maine and Montana. To learn more, visit www.semasan.com/modelbills.

SEMA News—December 2019

By Fredy Ramirez

EVENTS

Hot Rodders of Tomorrow

Investing in the Future of the Automotive Industry

Teams of five competed in the Hot Rodders of Tomorrow’s new circuit challenge last year, where participating students must complete circuits, fix problems and pass a 10-question test.

The future seems bright for the 41 high-school teams competing to be a part of the Hot Rodders of Tomorrow (HROT) Engine Challenge Elite Eight playoff rounds. The finalists last year secured $3.78 million in scholarships. The competition gives students the opportunity to begin careers in the automotive industry; scholarships are just one of the benefits. During the competition, they are exposed to potential future employers and industry experts at a young age. That opens the door to various opportunities in the automotive trade.

Road to the Show

Over a period of four months starting in March, students from different high schools across the country competed for spots at the SEMA Show and the Performance Racing Industry (PRI) Trade Show, where the Dual National Championships are held. Some 13 qualifying events were held in more than 11 different states. A pool of 41 teams out of 154 qualified this year to go to the Dual National Championships. Some of those teams have competed at the SEMA Show, while the rest will compete at the PRI Trade Show in December. The top four from each competition then qualify to the six-round playoff of the Elite Eight, where the champion is crowned.

Students from 11 different states enter the competition, with some competing at the SEMA Show and the others at the PRI Trade Show.

The Competition

The objective for the qualifying rounds is to deconstruct and reconstruct a crate engine to factory specifications in under 120 min., with the fastest time being the winner. Teams of five work together to accomplish the goal, with four of the members working on the engine while the fifth captains the team from the bench. Each team is monitored by a group of judges to ensure that the engine is built properly and deduct points for improper build procedures. During the Elite Eight, teams’ times are averaged over the three times they assemble and disassemble the engine. They are also judged on a 50-question test on parts, tools and general identification knowledge.

Another competition is the HROT Junior Engine Challenge. Kids ages 5–15 are able to participate now, getting their hands on a Briggs & Stratton engine. This is a newly expanding area for HROT that seems to show great promise. The kids have a chance to get away from their phones and get their hands on real engines.

Teams of five construct and deconstruct a crate engine in a timed event. Only four of the five work on the engine; the fifth captains the team.

Sponsors

SAM Tech, Universal Technical Institute, the University of Northwestern Ohio and Ohio Technical College partner with HROT to offer scholarship opportunities to those who qualify for the Dual National Championships. Last year, those institutions offered more than $4.2 million in scholarship opportunities. Companies throughout the industry, including SEMA, sponsor the competition through multiple avenues. Whether they sponsor an event or a team, the investment is in the future of the industry.

The History

The first Hot Rodders of Tomorrow started in 2008 with five high-school teams competing. Over the years, participation and sponsorships have steadily increased, with about 1,000 teams entering and more than 60 different sponsors supporting the endeavor. Most importantly, more than $20 million in scholarship opportunities have been pledged to the future of the students, who may one day lead the automotive industry.

HROT clubs can now be found in high schools across the country. For more information about the organization and how to get involved, visit
www.hotroddersoftomorrow.com. You can also call or email Rodney Bingham, and he can help to get you started. Contact information can be found on the Hot Rodders of Tomorrow website’s “Contact Us” page.

SEMA News—December 2019

By Fredy Ramirez

EVENTS

Hot Rodders of Tomorrow

Investing in the Future of the Automotive Industry

Teams of five competed in the Hot Rodders of Tomorrow’s new circuit challenge last year, where participating students must complete circuits, fix problems and pass a 10-question test.

The future seems bright for the 41 high-school teams competing to be a part of the Hot Rodders of Tomorrow (HROT) Engine Challenge Elite Eight playoff rounds. The finalists last year secured $3.78 million in scholarships. The competition gives students the opportunity to begin careers in the automotive industry; scholarships are just one of the benefits. During the competition, they are exposed to potential future employers and industry experts at a young age. That opens the door to various opportunities in the automotive trade.

Road to the Show

Over a period of four months starting in March, students from different high schools across the country competed for spots at the SEMA Show and the Performance Racing Industry (PRI) Trade Show, where the Dual National Championships are held. Some 13 qualifying events were held in more than 11 different states. A pool of 41 teams out of 154 qualified this year to go to the Dual National Championships. Some of those teams have competed at the SEMA Show, while the rest will compete at the PRI Trade Show in December. The top four from each competition then qualify to the six-round playoff of the Elite Eight, where the champion is crowned.

Students from 11 different states enter the competition, with some competing at the SEMA Show and the others at the PRI Trade Show.

The Competition

The objective for the qualifying rounds is to deconstruct and reconstruct a crate engine to factory specifications in under 120 min., with the fastest time being the winner. Teams of five work together to accomplish the goal, with four of the members working on the engine while the fifth captains the team from the bench. Each team is monitored by a group of judges to ensure that the engine is built properly and deduct points for improper build procedures. During the Elite Eight, teams’ times are averaged over the three times they assemble and disassemble the engine. They are also judged on a 50-question test on parts, tools and general identification knowledge.

Another competition is the HROT Junior Engine Challenge. Kids ages 5–15 are able to participate now, getting their hands on a Briggs & Stratton engine. This is a newly expanding area for HROT that seems to show great promise. The kids have a chance to get away from their phones and get their hands on real engines.

Teams of five construct and deconstruct a crate engine in a timed event. Only four of the five work on the engine; the fifth captains the team.

Sponsors

SAM Tech, Universal Technical Institute, the University of Northwestern Ohio and Ohio Technical College partner with HROT to offer scholarship opportunities to those who qualify for the Dual National Championships. Last year, those institutions offered more than $4.2 million in scholarship opportunities. Companies throughout the industry, including SEMA, sponsor the competition through multiple avenues. Whether they sponsor an event or a team, the investment is in the future of the industry.

The History

The first Hot Rodders of Tomorrow started in 2008 with five high-school teams competing. Over the years, participation and sponsorships have steadily increased, with about 1,000 teams entering and more than 60 different sponsors supporting the endeavor. Most importantly, more than $20 million in scholarship opportunities have been pledged to the future of the students, who may one day lead the automotive industry.

HROT clubs can now be found in high schools across the country. For more information about the organization and how to get involved, visit
www.hotroddersoftomorrow.com. You can also call or email Rodney Bingham, and he can help to get you started. Contact information can be found on the Hot Rodders of Tomorrow website’s “Contact Us” page.

SEMA News—December 2019

BUSINESS

“Do It With Me”

How the SEMA Data Co-op Can Take the Hassle Out of Data Management and Streamline Manufacturer Operations

By Douglas McColloch

Created in 2012 to help members adapt to the rapidly evolving automotive marketplace, the SEMA Data Co-op (SDC) provides a full range of services, including “Do It With Me,” which allows members to have their product data tailored in any format to meet their particular requirements.

For SEMA members, the SEMA Data Co-op (SDC) is an indispensable resource for product data management and delivery. Not only is the SDC the largest aftermarket industry database—representing nearly 500 brands boasting more than 4.5 million parts—but its unique approach to data management and file transfer can make data exports available in whatever format a given member requires. Whether the need is for complete PIES and ACES XML files or a custom-designed spreadsheet, SDC can provide it.

For manufacturers, maintaining and regularly updating a high-quality data set is a crucial component of effective product communications. Incomplete, outdated or inaccurate data makes products more difficult to find online and increases the likelihood of costly returns and greater customer dissatisfaction. The SDC is an important ally in streamlining data-management processes to help generate sales, improve product delivery times, and streamline business operations overall.

“As a manufacturer, we would see our products listed all over the internet with incorrect info,” recalled Trevor Miller, senior account manager at Fastway Trailer. “Part numbers not matching descriptions, outdated info, old images, obsolete parts—this was a headache for our customer service team. SDC has been a great resource for us to control our content better, which has resulted in less confusion from our customers.”

Gigi Ho, SEMA Data Co-op director of operations, stressed the importance of accurate, up-to-date product data to drive sales.

“In this age, everything starts on the internet in terms of product acquisition,” she noted. “Research for parts begins 98% of the time online, and the only way customers can get information correctly in their research is by product data provided by the manufacturers. The consumer may eventually make the purchase at a traditional brick-and-mortar outlet, but the initial search almost always begins online.”

Each year at the SEMA Show, the SDC hosts educational sessions that can help attendees set up and manage their product data; learn how to export data in ACES, PIES or Excel formats; understand the SDC’s brand scorecard; and work efficiently in the SDC’s Product Information Management system, among other useful subjects.

Problems can arise for manufacturers that are unfamiliar with building and maintaining a content-rich product database. Given the complexity and cost in man-hours involved, many manufacturers—and smaller companies and startups in particular—can benefit from assistance in setting up and distributing their databases, updating product entries or onboarding content. To that end, the SDC’s “Do-It-With-Me” (DIWM) Data Service can assist members with any step in the data management process, whether it’s starting an online database from scratch or refining existing content to improve quality, accuracy and/or speed to market. Manufacturers can utilize SDC’s Product Information Management (PIM) system to continually monitor data quality, and SDC’s Direct Connect and Smart Content features can help to automate the data-loading process to save time and avoid redundancies.

To illustrate the procedures, Ho walked a prospective SDC member-manufacturer through the DIWM process: “Sign on with us. We’ll hold a kickoff call with our data team, and they’ll review with you the product information that you have in whatever format you currently have it—spreadsheets, images, your product and application information and so forth. “

Then the SDC data team will, Ho said, “template out the data and review it with you to see if it is correct. Once reviewed, we’ll load it into the PIM system, at which point it’s live to the industry. We announce it as an available product line at the SDC through our reseller network and also in our newsletter. If your product line is of interest to them, they’ll make a request to access your data. You’ll review who they are and approve the request. The resellers can then get your data transferred in the format they need in the time that they need it.”

That last remark is key, because the ability to receive data in a variety of formats is crucial in the internet age, as Ho explained.

“Years ago, it used to be, ‘We just need the standardized ACES and PIES data,’” she said.

“But now, as search-engine optimization and keywording become more important, the uniqueness of the data for the reseller and jobber becomes even more crucial, so now manufacturers need to review how to better augment their basic product descriptions and how to make that information more easily searchable and presentable online.”

Ho additionally pointed out the advantage of online marketing over older communications tools that many manufacturers have traditionally relied on.

Manufacturers—and smaller, less-well-known companies in particular—can utilize SDC’s DIWM services to build brand awareness in the marketplace via SDC’s “net change” feature, which notifies resellers whenever a manufacturer/supplier’s data is updated.

“Catalogs cost money and printing costs money,” she said. “But it doesn’t cost very much to send a few gigabytes of data over the internet, and there are some things that you can display online—such as video and 360-degree product views—that you can’t transmit in a paper catalog. The online platform is the sales tool for manufacturers today. It’s their ‘silent salesperson’ who’s always awake.”

The number of companies joining the SEMA Data Co-op has ramped up in recent months as more members of the industry—and resellers in particular—become aware of the advantages that membership conveys.

“The improvement of data completeness and quality has increased, and that has attracted more resellers wanting that data,” she said. “The increased interest of resellers in turn attracts more manufacturers who want to take advantage of our service.”

Besides the convenience afforded by the DIWM service, SDC membership provides a host of other benefits that can help manufacturers to optimize business operations, including:

• Unlimited exports to approved resellers at no extra cost to the manufacturer, and the SDC’s permissions-based export protocol ensures that manufacturer data is shared only with approved resellers.
• Full file refreshes or “net change” updates on a schedule members choose—daily, weekly, monthly or whenever a supplier makes changes to its product database. This can put buyers and suppliers closer together and enables greater speed to market. It can also help smaller, less-well-known manufacturers build greater brand awareness with resellers.
• The SDC is a one-stop source for all manufacturer product information, new-product announcements, digital assets, fitment info and more. This can optimize manufacturer product communications and eliminate guesswork on the part of resellers and consumers alike.
• Using the Bronze, Silver, Gold and Platinum scales, the SDC can show exactly where a data set is rated. The required fields to achieve each level are based on feedback from buyers and resellers, so manufacturers can know at a glance what information their client-customers need to maximize sales.

As the online marketplace continues to evolve, the SDC’s data scorecard will likewise adapt to the shifting requirements of the market. To that end, rating levels will be recalibrated within the next year “that more closely match the feedback we’re getting from buyers and resellers,” Ho said. “The scorecard is evolving in a way that moves in accordance with what the market demands, and our PIM system will evolve to reflect those changes.”

For more information on the SEMA Data Co-op and its range of services, visit www.semadatacoop.org.

SEMA News—December 2019

BUSINESS

“Do It With Me”

How the SEMA Data Co-op Can Take the Hassle Out of Data Management and Streamline Manufacturer Operations

By Douglas McColloch

Created in 2012 to help members adapt to the rapidly evolving automotive marketplace, the SEMA Data Co-op (SDC) provides a full range of services, including “Do It With Me,” which allows members to have their product data tailored in any format to meet their particular requirements.

For SEMA members, the SEMA Data Co-op (SDC) is an indispensable resource for product data management and delivery. Not only is the SDC the largest aftermarket industry database—representing nearly 500 brands boasting more than 4.5 million parts—but its unique approach to data management and file transfer can make data exports available in whatever format a given member requires. Whether the need is for complete PIES and ACES XML files or a custom-designed spreadsheet, SDC can provide it.

For manufacturers, maintaining and regularly updating a high-quality data set is a crucial component of effective product communications. Incomplete, outdated or inaccurate data makes products more difficult to find online and increases the likelihood of costly returns and greater customer dissatisfaction. The SDC is an important ally in streamlining data-management processes to help generate sales, improve product delivery times, and streamline business operations overall.

“As a manufacturer, we would see our products listed all over the internet with incorrect info,” recalled Trevor Miller, senior account manager at Fastway Trailer. “Part numbers not matching descriptions, outdated info, old images, obsolete parts—this was a headache for our customer service team. SDC has been a great resource for us to control our content better, which has resulted in less confusion from our customers.”

Gigi Ho, SEMA Data Co-op director of operations, stressed the importance of accurate, up-to-date product data to drive sales.

“In this age, everything starts on the internet in terms of product acquisition,” she noted. “Research for parts begins 98% of the time online, and the only way customers can get information correctly in their research is by product data provided by the manufacturers. The consumer may eventually make the purchase at a traditional brick-and-mortar outlet, but the initial search almost always begins online.”

Each year at the SEMA Show, the SDC hosts educational sessions that can help attendees set up and manage their product data; learn how to export data in ACES, PIES or Excel formats; understand the SDC’s brand scorecard; and work efficiently in the SDC’s Product Information Management system, among other useful subjects.

Problems can arise for manufacturers that are unfamiliar with building and maintaining a content-rich product database. Given the complexity and cost in man-hours involved, many manufacturers—and smaller companies and startups in particular—can benefit from assistance in setting up and distributing their databases, updating product entries or onboarding content. To that end, the SDC’s “Do-It-With-Me” (DIWM) Data Service can assist members with any step in the data management process, whether it’s starting an online database from scratch or refining existing content to improve quality, accuracy and/or speed to market. Manufacturers can utilize SDC’s Product Information Management (PIM) system to continually monitor data quality, and SDC’s Direct Connect and Smart Content features can help to automate the data-loading process to save time and avoid redundancies.

To illustrate the procedures, Ho walked a prospective SDC member-manufacturer through the DIWM process: “Sign on with us. We’ll hold a kickoff call with our data team, and they’ll review with you the product information that you have in whatever format you currently have it—spreadsheets, images, your product and application information and so forth. “

Then the SDC data team will, Ho said, “template out the data and review it with you to see if it is correct. Once reviewed, we’ll load it into the PIM system, at which point it’s live to the industry. We announce it as an available product line at the SDC through our reseller network and also in our newsletter. If your product line is of interest to them, they’ll make a request to access your data. You’ll review who they are and approve the request. The resellers can then get your data transferred in the format they need in the time that they need it.”

That last remark is key, because the ability to receive data in a variety of formats is crucial in the internet age, as Ho explained.

“Years ago, it used to be, ‘We just need the standardized ACES and PIES data,’” she said.

“But now, as search-engine optimization and keywording become more important, the uniqueness of the data for the reseller and jobber becomes even more crucial, so now manufacturers need to review how to better augment their basic product descriptions and how to make that information more easily searchable and presentable online.”

Ho additionally pointed out the advantage of online marketing over older communications tools that many manufacturers have traditionally relied on.

Manufacturers—and smaller, less-well-known companies in particular—can utilize SDC’s DIWM services to build brand awareness in the marketplace via SDC’s “net change” feature, which notifies resellers whenever a manufacturer/supplier’s data is updated.

“Catalogs cost money and printing costs money,” she said. “But it doesn’t cost very much to send a few gigabytes of data over the internet, and there are some things that you can display online—such as video and 360-degree product views—that you can’t transmit in a paper catalog. The online platform is the sales tool for manufacturers today. It’s their ‘silent salesperson’ who’s always awake.”

The number of companies joining the SEMA Data Co-op has ramped up in recent months as more members of the industry—and resellers in particular—become aware of the advantages that membership conveys.

“The improvement of data completeness and quality has increased, and that has attracted more resellers wanting that data,” she said. “The increased interest of resellers in turn attracts more manufacturers who want to take advantage of our service.”

Besides the convenience afforded by the DIWM service, SDC membership provides a host of other benefits that can help manufacturers to optimize business operations, including:

• Unlimited exports to approved resellers at no extra cost to the manufacturer, and the SDC’s permissions-based export protocol ensures that manufacturer data is shared only with approved resellers.
• Full file refreshes or “net change” updates on a schedule members choose—daily, weekly, monthly or whenever a supplier makes changes to its product database. This can put buyers and suppliers closer together and enables greater speed to market. It can also help smaller, less-well-known manufacturers build greater brand awareness with resellers.
• The SDC is a one-stop source for all manufacturer product information, new-product announcements, digital assets, fitment info and more. This can optimize manufacturer product communications and eliminate guesswork on the part of resellers and consumers alike.
• Using the Bronze, Silver, Gold and Platinum scales, the SDC can show exactly where a data set is rated. The required fields to achieve each level are based on feedback from buyers and resellers, so manufacturers can know at a glance what information their client-customers need to maximize sales.

As the online marketplace continues to evolve, the SDC’s data scorecard will likewise adapt to the shifting requirements of the market. To that end, rating levels will be recalibrated within the next year “that more closely match the feedback we’re getting from buyers and resellers,” Ho said. “The scorecard is evolving in a way that moves in accordance with what the market demands, and our PIM system will evolve to reflect those changes.”

For more information on the SEMA Data Co-op and its range of services, visit www.semadatacoop.org.

SEMA News—December 2019

INDUSTRY NEWS

By Douglas McColloch

The annual SEMA Middle East Business Development Program takes place in the UAE and Saudi Arabia, March 31–April 7, 2020. Members wishing to participate can visit www.sema.org/middleeast to register.

Export Opportunity: Visit Two Important Markets With SEMA

Join SEMA on a trip to Abu Dhabi, United Arab Emirates (UAE), March 31–April 7, 2020, for the annual SEMA Middle East Business Development Program to meet with pre-vetted trade buyers from throughout the region. Participants can self-certify to qualify for up to $1,250 in U.S. government grants to defray trip costs. An inaugural add-on program will be held in Riyadh, Saudi Arabia, April 5–7, 2020.

Explore the potential for your products in this growing customizing market, where consumers are eager to get the latest U.S. products for classic-car restoration, off-roading, racing, street performance and aesthetics. The area’s high disposable income coupled with a passion for personalization makes this an attractive region.

Activities on this trip will include:

• Exhibiting at the leading customizing show in the region—Custom Show Emirates—in a turnkey booth.
• Participating in a seminar with top distributors.
• Attending an official U.S. government briefing.
• Touring specialty-equipment shops in Saudi Arabia and the UAE, featuring performance, off-road and styling upgrades.
• Attending networking receptions.

The trip includes all meals, hotel accommodations, a turnkey booth at the Custom Show Emirates, and airfare from the UAE to Saudi Arabia.

Slots are limited, so register now. For more information or to schedule a conference call to discuss the SEMA Business Development Program, contact Linda Spencer at lindas@sema.org or visit www.sema.org/middleeast.

Pickups, SUVs and CUVs continue to be the leading drivers of new-car sales in the United States, representing more than a quarter of all total retail dollars.

2019 SEMA Market Report: Pickup Upgrades Remain Largest Industry Sector

Pickup upgrades are the largest sector of the specialty-equipment industry (accounting for 27% of total retail dollars), followed by midrange cars and SUVs (including the Jeep Wrangler). This aligns with the composition of vehicles on the road. However, the industry is large, offers a wide array of different products, and customer interests vary. As such, sales for all vehicle types contribute to the overall market.

The specialty-equipment industry continues to grow at a brisk pace. Last year, American consumers spent $44.6 billion on aftermarket parts. SEMA projects that the market will continue to grow through the end of 2019 and bring retail sales close to a new high of nearly $46 billion.

SEMA Industry Indicators: Despite Strengths, Overall U.S. Economy Showing Signs of Cooling

While many economic fundamentals remain solid, there are clear signs that the economy is slowing, according to the September 2019 “SEMA Industry Indicators Report.” That, in turn, makes the economy more susceptible to shocks and downside risks. Concerns about tariffs and trade tensions with China have increased over the last month and are likely influencing the real economy.

Consumer spending remains a bright spot. Yet consumer sentiment saw its largest monthly decline since December 2012, in part because of concerns about tariffs. Consumers are taking note of growing risks on the horizon.

The manufacturing sector is beginning to show some signs of slowing, as is the job market. While 130,000 jobs were added in August, approximately 34,000 are temporary census workers. Likewise, the three-month average private payroll growth over the last two months is at its lowest level since 2012.

To learn more, download the latest “SEMA Industry Indicators Report,” available for free at www.sema.org/research.

Among the many honors he received throughout his career, Biggs (left) was named the PWA (now CAN) Person of the Year in 1998.

Industry Leader Gary Biggs Passes Away

Industry leader Gary Biggs passed away Saturday, September 28, at his Cave Creek, Arizona, home. He was 76.

Biggs proudly served in the U.S. Army as a first lieutenant. After that, he set out on a long, colorful career in the automotive industry, starting with a position with Shell Oil as a dealer service rep. This was followed by productive stays at Maremont, Rocket Wheels, ET Wheels (Lee Eliminator Group) and eventually working for Joe Hrudka at the Mr. Gasket Co.

Biggs’ career at Mr. Gasket started with the Cragar Wheel division in California. His success in growing the division led to him becoming the vice president in charge of the Cragar Wheels, Exhaust (Cyclone, Blackjack, Thrush) and Off Road (Hickey and Rough Country) division based in Tempe, Arizona. In 1994, Biggs established FlowTech Exhaust, which was acquired by the Holley Performance Products group in 1999.

Biggs’ passion and successes made his services as an industry consultant much in demand. He did so until 2004, when he was hired by the APC Co. to help turn it around. In 2006, Biggs enjoyed a short retirement. Soon afterward, his passion for selling and interacting with people led him into a career in real estate and, eventually, land acquisitions in northern Arizona.

Biggs was honored with several recognitions throughout his career, including the Performance Warehouse Association (PWA, now Custom Automotive Network, CAN) Person of the Year award in 1998.

He is survived by his wife of 54 years, Gretchen, and their son Travis.

SEMA News—December 2019

HERITAGE

By Drew Hardin

Chassis Tips for Draggin’ 1961 Style

Photography Courtesy Ray Brock, Petersen Publishing Company Archive

Hot Rod Technical Editor Ray Brock was on hand to document the car club’s visit and explain why an automotive chemical manufacturer happened to have a late-model Ford display chassis at its headquarters. Brock wrote in an October 1961 article that Zecol “maintains a racing shop with three ’61 Ford stock cars to advertise and test their products under the most extreme conditions, stock car track racing on the Midwestern USAC circuit.” Though the company’s race efforts were stock-car oriented, a drag-strip chassis “was built up for display to assist the many young racing enthusiasts who daily stop by the Zecol shops to ask advice” from mechanics Newkirk and Harold Carlson.

Brock said that the “Zecol team was flush from a big win a few days earlier when their ’61 Fords had finished one-two in the important Milwaukee 200-miler with Eddie Sachs and Dick Rathmann driving.” The chassis he was showing to the club was originally a spare for the racing team “and was equipped with all the heavy-duty chassis components that are standard equipment with the 390-in., 375hp engine. Ford’s new four-speed transmission had just been installed to bring the chassis up-to-date.”

Newkirk had “painted up” the drag chassis “so that the special items could be easily identified.” Among them were components to help “wedge” the rearend for better launches: heavy-duty leaf springs with the fabric insulators removed from between the leaves and extra clamps to prevent spring wrap-up; service U-bolts that could be tightened further than the stock U-bolts for additional clamping force; export station wagon or Police Interceptor shock absorbers; and shims to raise the pinion snubber to reduce the distance between the snubber and the car’s body (to put extra pressure on the rear wheels). A 4.57 ratio was recommended for the Ford’s differential, but not a traction aid. A properly wedged chassis “will register better times without a limited-slip,” Brock said.

The front suspension was modified, too, with spacers from an air-conditioning-equipped car added to the top of the coil springs to raise the front “and help transfer weight to the rear on fast starts.” Likewise, “a pair of front shock absorbers should be borrowed from a car with 30–40,000 mi. on the odometer so that they are well worn and have less dampening action than new shocks. These limber shocks will permit the front of the car to raise high on acceleration and further transfer weight to the rear wheels.”

Tire selection is “a very important factor in the success of any drag racing machine,” Brock pointed out, adding that NHRA rules allow stock cars to run “the next size larger or smaller in tire width.” The recommendation was to go bigger in back—from 6.70x15 to 7.10x15—“to get more rubber on the ground.” Brock said “tires made of Butyl rubber have been proven far better than standard tires for maximum traction, so Atlas Bucron, Firestone Butylaire or other brands using Butyl rubber should be used.” In front, it was best to step down a size—to 6.40x15—“to provide the least amount of rolling friction.”

Other components got attention, too, from the front wheel bearings (“lightly packed with good wheel bearing grease”) to the brakes (to eliminate “all chances of dragging brakes”), and even the fan, as an optional fan with smaller-diameter blades was recommended.

“As you can see by the items we mentioned, ‘setting up’ a car to run successfully in the hot stock class requires a lot of work and plenty of ingenuity,” Brock wrote in closing. “You just don’t drive a car off the showroom floor and to the nearest dragstrip with the idea that you’re going to clean house.”

The young men gathered around the Ford chassis are members of the Vagabonds car club from Whitefish Bay, Wisconsin. On this particular July day in 1961, they have traveled to the headquarters of Zecol Racing Incorporated in Milwaukee to pick up some drag-racing tips. That’s Zecol mechanic Paul Newkirk with his hand on the transmission’s shift lever.