Geared toward automotive professionals who have experience in digital marketing and are looking to scale up their efforts, the interactive program includes tangible strategies that participants can apply to their businesses immediately. Led by Jim McKinley of (un)Common Logic, the two-hour program begins with a high-level overview of various theories that serve as the foundation for digital marketing, followed by interactive exercises focused on specific marketing channels and specifics for improving performance on each of those channels.
In addition to having their questions answered, attendees will walk away with new businesses tactics to improve SEO, reach more customers through paid social media and increase sales. Never before has SEMA presented such a detailed session that targets the needs of specialty-equipment individuals and businesses, providing the rare opportunity for those who are already familiar with digital marketing to advance their campaigns.
Details:
How to Take Your Digital Marketing to the Next Level
February 25, 2021, 10:00 a.m.–12:00 p.m. (PST)
Cost: $25 per person
SEMA Virtual Education continues to provide new live, simu-live, and debut webinars that feature leading experts talking about the industry’s most current topics and trends.
New sessions for February are listed below, with more sessions to be announced throughout the year. The program also includes a comprehensive library of on-demand sessions that members are invited to access anytime, anywhere at www.sema.org/virtual-education.
Tuesday, February 9, 2021 – How to Protect Your Brand’s Online Reputation
Track:Marketing & Sales
Your online reputation can make or break your business. The challenge is that people are more motivated to post online when they’re unhappy than when they’re happy. How should businesses respond when they receive negative feedback? How can you create a process for acquiring more positive reviews? All this and more will be answered in this session.
Tuesday, February 9, 2021 – Facebook Live Chat with Kathryn Reinhardt
Track:Industry Talks
Tune into a Facebook Live Chat with Kathryn Reinhart, SEMA Board of Directors and Senior Marketing Manager at 4 Wheel Parts. Named SEMA Person of the Year in 2015 for her dedication and accomplishments in the industry, Reinhardt will share details about her start in the industry, inspirational stories about women she met along the way, and give advice on knowing what you want and how to ask for it.
Wednesday, February 10, 2021 – Replica Car Program Finalized: Everything You Need to Know
Track:Legislative & Regulatory
The National Highway Traffic Safety Administration (NHTSA) has completed a rule that will allow low volume vehicle manufacturers to produce and sell replica cars—vehicles that appear to be at least 25 years old. Join a panel of industry experts as they provide an overview of the new program and practical considerations if selling replica cars, engine packages, or vehicle parts.
Wednesday, February 10, 2021 – Facebook Live Chat with Lindsay Hubley
Track:Industry Talks
Hear from Lodestone Events’ managing partner Lindsay Hubley as she talks about challenges in the events industry during Covid-19 and what her company has planned for 2021. Lodestar Events is an event production company that specializes in event planning & logistics, marketing & communications, and sponsorship & exhibitor sales, and oversees the world’s premier overland and adventure travel event, Overland Expo.
Thursday, February 11, 2021 – Empower and Boost Morale With Limited Resources
Series: Team Management Series, powered by SBN
Track:Industry Segments, powered by SEMA Councils and Networks
Giving a raise or a promotion is a great way to motivate employees, but what can managers do when budgets are tight and promotions are not an option? This session will provide managers and supervisors with simple strategies and ideas that will boost a team’s morale, particularly with limited resources. This webinar includes an interactive breakout session that will allow participants to work on a practical action plan that they can implement immediately.
Tuesday, February 16, 2021 – Classic Cars, Modern Markets
Series: SEMA Industry Insight Series
Track:Trends & Research
Classic cars and trucks represent a $890 million market. Find out how you may be able to capitalize on this market by learning about new research that shows what types of parts are bought for classic vehicles, what the vehicles are primarily used for and the behaviors of the vehicle owners. Presented by SEMA Market Research, the information represents new data and findings that will help you better understand the opportunities available.
February 17, 2021 – Shop & Financial Management: Stocking Strategies
Series: Wheel and Tire Industry Insights, powered by WTC
Track:Industry Segments, powered by SEMA Councils and Networks
With so many wheel and tire brands, sizes, treads and weights, having the right inventory and distribution can be challenging. As consumer driving habits evolve and ecommerce continues to impact purchasing behavior, businesses must evaluate their inventory strategies and supply chain management in order to succeed and stay profitable. Learn how to maintain the right products in stock and find out what you can do to keep products moving.
Tuesday, February 23, 2021 – Résumé Do’s and Don’ts
Series: Perfecting Your Job Search Series, powered by SBN
Track:Industry Segments, powered by SEMA Councils and Networks
Résumés typically provide the first impression of your qualifications to a prospective employer. With so many people looking for jobs, it’s important to know how to make your resume stand out. Learn the do’s and don’ts of creating a stand-out résumé—including what to focus on, items to highlight and what to leave out during the interview to make sure you get that call back.
Wednesday, February 24, 2021 – The Customer Journey: From Digital Onlooker to Repeat Buyer
Track:Marketing & Sales
Today’s customer journey is an ongoing blend of online and offline interactions. In this one-of-a-kind session, you’ll receive practical strategies on how to seamlessly navigate the entire sales process and walk away knowing how to attract customers through a 5-Star digital experience that matches the experience offered in your brick-and-mortar location.
Thursday, February 25, 2021 – How To Take Your Digital Marketing to the Next Level
Track: Marketing & Sales
Geared toward automotive professionals who have some experience in digital marketing and are looking to scale up their efforts and learn new strategies, this two-hour workshop will include group exercises and leave participants with specific tangible strategies that can be applied to their businesses immediately. Attendees will walk away with new businesses tactics to improve SEO, reach more customers and increase sales.
Friday, February 26, 2021 – New Policy on Tampering and Defeat Devices Explained
Track:Legislative & Regulatory
Released in December, the U.S. Environmental Protection Agency’s new Tampering Policy replaces Mobile Source Enforcement Memo 1A (1974) and addresses civil enforcement of the Clean Air Act’s prohibitions on tampering and aftermarket defeat devices. SEMA members are invited to join a webinar as industry experts and an EPA representative provide an overview of the new Policy, and cover key issues on testing and policy benefits.
Edelbrock’s administrative offices will be moved to a 300,000-sq.-ft.
facility in Olive Branch, Mississippi, while most manufacturing
processes will be transferred to its San Jacinto, California, plant.
Edelbrock Moving HQ to Mississippi, Announces Expansion
Edelbrock is closing its Torrance, California, headquarters and manufacturing plant and shifting its operations to separate facilities in-state and across the country. Edelbrock’s administrative offices will be moved to a 300,000-sq.-ft. facility in Olive Branch, Mississippi, while most manufacturing processes will be transferred to its San Jacinto, California, plant, located about 95 miles east of Torrance.
When asked about the move, Edelbrock Group Chief Commercial Officer Chris Douglas cited the company’s merger with COMP Performance Group in early 2020 as a primary factor. “We had seven campuses between us across the country,” he explained, “so it made a lot of business sense to sit down and ask, ‘What skill sets do we have at these various locations, and where can we make our organization stronger and combine efficiency?’
“Unfortunately, the decision-making process did impact Torrance, but it’s part of building a foundation and future expansion for our company,” he continued. “It’s bittersweet. Torrance has been the home for Edelbrock for many, many years, and we fully acknowledge that it may be difficult for the market to understand. But it is critical to fuel future growth.”
With the news, the company announced the expansion of its San Jacinto facility, which currently houses foundry and casting processes for its aluminum products. Douglas also revealed plans to open a new technical center in Cerritos, California, which is set to be fully operational by the time the Torrance facility officially shuts down on March 31. The Edelbrock Southern California Tech Center will house approximately 15 engineering and compliance employees to oversee some development and testing efforts, he said. Edelbrock has offered to relocate many of its 270 Torrance-based employees to either Olive Branch, Cerritos or San Jacinto. The shift in operations is not expected to affect production or shipping times for most of its core products.
VP Racing Fuels Makes Business Development Move
VP Racing Fuels Inc. has announced the appointment of James McVey to business development to focus on the OEM business. McVey earned a bachelor of multidisciplinary science degree at Texas Tech University. He served as vice president of sales and marketing at GreenStar LED, where he led the conversion of high-pressure sodium street lights to smart city LEDs in San Antonio, Texas, and other cities in North America and overseas.
Alex George
Air Flow Research Adds to Marketing Team
Air Flow Research (AFR) has announced that Alex George has joined its team. George will be responsible for growing the company’s online presence and overall customer engagement in his new position. He brings more than six years of automotive aftermarket experience, holding positions in sales, marketing and operations. George will also play an instrumental role in AFR’s marketing communication strategy.
MAHLE Completes Keihin Acquisition
MAHLE has taken over the air conditioning business in Japan, Thailand and the United States from the former Keihin Corp. (now Hitachi Astemo, Ltd.). The antitrust authorities have given their approval. Four production sites and one development center are now being integrated into the MAHLE Group. With this acquisition, MAHLE is strengthening its position in the field of air conditioning systems. This is one of the strategic future fields of the group. A total of around 1,700 people are employed at the new locations.
Competition Specialties to Host 2021 Mega Show in Virtual Format
The 49th consecutive jobber-only MEGA SHOW brought to you by Westin and Superwinch will be a virtual extravaganza of new products, special virtual deals, and familiar cash drawings and prizes over one full week: March 3-10.
Plus, tradition prevails with Profit Paks, Plan-O-Grams, Counter Displays, and of course unlimited opportunities to earn drawing tickets for the chance to win Thousands of Dollars in Cash! Logging into Competition Specialties Inc.’s (CSI) new secure MEGA SHOW website, customers’ virtual experience may include the opportunity of extended terms up to 120 days. CSI will offer the year’s best pricing and deepest discounts available making MEGA SHOW 2021 the must attend virtual event for every successful jobber.
Keystone Automotive Operations to Host Big Show in Texas
Keystone Automotive Operations will host the 2021 BIG Show in Gaylord Texan Resort and Convention Center in Grapevine, Texas, March 5-6, followed by a virtual event from March 15-19, 2021. The world-class facilities of Gaylord Texan Resort and Convention Center hosted the 2019 BIG Show and attendees will once again be treated to special programs and events, show vehicles, product education, significant show-only sales and promotions along with the opportunity to network over the course of the two-day event.
The BIG Show will be limited to a specific number of customers, exhibitors and staff in order to facilitate the recommended spacing and other protocols that will be in place in this special year. The event will however, host the major manufactures that our customer partners have come to expect, as well as the other key show elements that have helped the BIG Show become a major industry attraction.
Nick Bublitz has been named Sonoma Raceway’s drag strip manager, and will manage the raceway’s 1/4-mile drag strip and drag-racing programs. In his new role, Bublitz will be responsible for the drag strip’s day-to-day operations, including the weekly Wednesday Night Drags program, which is set to kick off on March 17. Bublitz takes over for Kyle Seipel, who has been the drag-racing manager at Sonoma Raceway since 2017, after stepping in for his mother, Georgia, upon her retirement after 30 years at the raceway. Bublitz, 29, began drag racing at the Northern California track 10 years ago when he attended Sonoma State University. He has earned six Wally trophies from Summit ET Series bracket drag-racing events and was the 2015 Division 7 ET Challenge Sportsman Champion. Bublitz is also currently the track announcer and race director at Redding Drag Strip.
Jason Bowling Promoted at Speedway Motorsports
Speedway Motorsports has promoted Jason Bowling to the position of senior vice president of ticket and marketing Information. In his new role, Bowling will oversee all consumer experience platforms for the company, including CRM, ticketing, email and mobile applications for Speedway Motorsports facilities. Bowling holds more than two decades of experience with Speedway Motorsports, having joined its facility Texas Motor Speedway as its credential coordinator in 1999. He later spent a decade as the director of tickets at the race track before being named Speedway Motorsports’ vice president of ticket and marketing information in 2014.
Cloyes Gear & Products Hires Troy Angst as CFO
Cloyes Gear & Products Inc., backed by Hidden Harbor Capital Partners, has hired Troy Angst as chief financial officer. Angst brings 30 years of experience to his new position, joining Cloyes most recently from Sharp Tooling Solutions in Romeo, Michigan, where he served as chief financial officer. Before this, Angst served as chief financial officer for Tritec Performance Solutions in Fenton, Michigan.
Have some company news you would like to share? Let us know and the news may appear in an upcoming issue of SEMA eNews. Send your items for consideration to editors@sema.org.
Industry experts will share insight and tips to help wheel and tire distributors and retailers precision-tune their inventory strategies during Part Four of the Wheel & Tire Councils (WTC) Webinar Series “Wheel and Tire Industry Insights, powered by the WTC.”
Taking place February 17, at 12:00 p.m. (PST), the webinar, entitled “Shop & Financial Management: Stocking Strategies,” will feature WTC Chair Tyson Boyer as he moderates a live discussion with Mark Smith, owner/operator of five Midas Auto Service & Tires; Josh Baughman, owner/operator of eight Van’s Tire Pros; and John Healey, managing director of equity research analyst at North Coast Research.
During this 45-minute session, Smith, Baughman and Healey will discuss and answer questions about tuning your inventory strategies and harnessing creativity in order to conquer today’s extraordinary challenges.
Discussion topics:
Rules to managing and maintaining a successful inventory.
Fundamental guiding factors when selecting tire distribution partners or sources.
What functionality is vital for inventorying tires and wheels.
Updates on supply-chain innovation.
Supply-chain strategies during the COVID-19 pandemic.
The webinar is the fourth installment of the WTC’s Webinar Series “Wheel and Tire Industry Insights, powered by the WTC.” The first three sessions can be viewed on-demand by visiting www.sema.org/virtual-education.
Register now for “Shop & Financial Management: Stocking Strategies,” taking place February 17.
When Ford switched to aluminum body panels with the ’15 F-150, it brought along an unwanted side effect of the new material: owners were no longer able to place magnetic signs on the truck. It now appears that Ford will change that.
We spotted a series of Ford prototypes wearing placeholder signage on the front doors as well as the tailgate. It’s unclear how the signs are placed on the prototype, but it’s possible that the automaker is using magnetic paint on its new truck to make the magnetic signs “stick.”
From the looks of it, the project could be nearing completion, and Ford will likely announce it as a feature any day now.
When Ford switched to aluminum body panels with the ’15 F-150, it brought along an unwanted side effect of the new material: owners were no longer able to place magnetic signs on the truck. It now appears that Ford will change that.
We spotted a series of Ford prototypes wearing placeholder signage on the front doors as well as the tailgate. It’s unclear how the signs are placed on the prototype, but it’s possible that the automaker is using magnetic paint on its new truck to make the magnetic signs “stick.”
From the looks of it, the project could be nearing completion, and Ford will likely announce it as a feature any day now.
Exhibit at the 2021 SEMA Show to shine the spotlight on your company in front of tens of thousands of qualified buyers looking for the best that the specialty automotive market has to offer.
In addition to buyers, the Show also attracts thousands of traditional media and social media influencers, ready to let the rest of the world know about your products and applications, opening up even more sales opportunities well after the Show concludes.
Access SEMA's worldwide network and create more opportunities to sell. Be there to reconnect at the 2021 SEMA Show, Tuesday-Friday, November 2-5, Las Vegas.
Want more information on the trends affecting the specialty-equipment industry? Check out the “SEMA Industry Indicators” report each month to learn how movements in the broader economy may impact your business strategy. In this report, published monthly, you’ll get a snapshot of the overall economy and our industry, including:
Overall Economic Outlook
New Vehicle Sales and Statistics on Auto Parts Production
Consumer Sentiment and Spending
Economic Growth and Unemployment
Other Important Industry Insights
Now that 2021 is here, what’s the path moving forward? How does recovery look for the country, the economy and our industry? In the new “SEMA Future Trends” report, SEMA Market Research explores what the most likely scenarios are for the pandemic, overall economy and our industry so that you have the information you need to have more success in 2021 and beyond.
Download the latest “SEMA Industry Indicators” report and the new “SEMA Future Trends” report today at www.sema.org/research.
Note: Red Rock 4-Wheelers released an update February 4 regarding the 2021 Easter Jeep Safari.
The Red Rock 4 Wheelers have announced the cancellation of the traditional Easter Jeep Safari for 2021. This includes all of the trail rides and other related activities associated with the Safari.
This action has been taken as a result of the State of Utah’s Health order in relation to COVID-19, which at the present time does not allow any group assembly in excess of 250 people.
This is the high-risk portion of the health order. If the statistics show a downward trend in the spread of COVID-19, the county could move to the moderate level. Under the moderate level, the limit for a group activity is 1,000.
Under the Grand County special event permit requirements, the state limits must be followed.
In a meeting with the Grand County administrator and Grand County Attorney to review the ordinance, it was determined that there was no wiggle room to the limits.
Because of the uncertainty of the risk level at Safari time, Red Rock 4 Wheelers determined that the prudent course of action was to cancel the event.
SEMA eNews highlights new products from industry companies each week. To have your product considered for upcoming issues, send product press releases to editors@sema.org.
Dana
Expanded TM4 SUMO HP Motor and Inverter Series
Dana Inc. unveiled an expanded family of Dana TM4 SUMO HP electric motors and inverters, including the HV1000 and HV2500. The TM4 SUMO family is specifically designed for battery-electric, range-extended, and fuel-cell vehicles. These high-performance motors and inverters are engineered to offer maximum flexibility, enabling direct-drive, series-hybrid, or parallel-hybrid applications. The technologies are currently available to original-equipment manufacturers (OEMs) for testing and are scheduled for production in the first half of 2021.
The product is designed to allow OEMs to replace internal combustion-based components with a compact, highly efficient package that does not require major modifications. It can therefore be coupled to diesel engines, natural gas engines, and multi-speed transmissions, as well as integrated as part of an e-Axle in heavy-duty and off-highway applications.
Automotive Lift Institute
New Lifting Points Guide
A crucial step when raising a vehicle on a frame-engaging car lift like a two-post lift is properly spotting the vehicle. In order to keep the vehicle stable while lifting and to prevent damage, it should be positioned so the lift is making contact only at the lifting points recommended by the vehicle manufacturer. The 2021 edition of Vehicle Lifting Points for Frame Engaging Lifts from the Automotive Lift Institute (ALI) includes OEM lifting points for cars, SUVs, vans and light-duty trucks from model years 2000 through 2021.
Brass Knuckle SmartCut BKCR303 gloves succeed on three fronts by providing dexterity, grip and ANSI cut level A2 protection. This triple threat is accomplished with a glass fiber and ultra-high-molecular-weight polyethylene (UHMWPE) shell — a composite yarn that has a strength-to-weight ratio eight to 15 times greater than steel — and polyurethane coating. The thinner, 13-gauge material delivers deftness without trading away its inherent cut-resistance.
The non-sticky polyurethane coating on the palm and fingers features excellent grip, even against oils, fats, and greases, and can deliver enhanced puncture protection and abrasion resistance, all without adding bulk or reducing touch sensitivity.
Brass Knuckle designed the BKCR303 to provide enhanced flexibility and deliver the right balance of mechanical protection, performance, and comfort.
Hifonics HFEQ-2 Processor utilizes higher sound quality with upgraded components. With 1⁄2 DIN ISO mount included, this perfect system upgrade can be installed right in the dash of your vehicle. At your fingertips, you’ll receive a 9-volt line driver offering a 4-band equalizer with a +18dB variable plus master volume, subwoofer volume control, and front to rear dual-amp fader.
Metra Electronics
Lights, Camera Kit, and Brackets for Jeep Wrangler and Gladiator
Metra Electronics has added even more aftermarket products to its growing line of Jeep accessories with the addition of new side marker lights, a third brake light, a replacement camera kit, and a fog light adapter bracket set.
Amber LED Side Marker Lights for Jeep Wrangler and Gladiator: The JP-SML2 replaces factory side marker lights with an easy to install solution that is plug-n-play with all of the 2018-up* Jeep Wrangler JL and Gladiator JT trim levels. It includes an integrated anti-flicker feature with a smoked crystalline lens for a stylish upgrade. The amber LEDs provide better visibility with 13.5 watts and an internal reflector for an even brighter output than the factory marker lights.
Third Brake Light for Jeep Wrangler: The JP-TTL3T upgrades the third brake light to a brighter, modern LED light with 2.5 watts and a durable polycarbonate lens. Installation is easy with a plug-n-play factory connector that will work with any trim level for 2018-up* Jeep Wrangler JL models.
Replacement Camera Kit for Jeep Wrangler: This JP-JLKT kit is designed to replace the factory LVDS camera on 2018-up* Jeep Wrangler models to provide an RCA output for aftermarket radios or monitors. The rear video feed may be viewed while driving and there is an optional feature for selectable parking lines. This camera is a direct OE replacement and features 550 TV lines resolution, an improved power circuit, and a 160-degree viewing angle. The rear tire mounting bracket is included in the kit so that installers have everything needed.
Fog Light Brackets for Jeep Wrangler and Gladiator Sport: With a different design for the 2018-up* Jeep Wrangler JL and Gladiator JT Sport models, the JP-JFOG2 will convert any of Metra’s 4-inch JP-XXX series fog lights to fit and bolt on directly to the vehicle. The brackets are sold as a pair and mount with the factory hardware.
SEMA Virtual Education continues to provide new live, simu-live, and debut webinars that feature leading experts talking about the industry’s most current topics and trends.
Industry experts will share insight and tips to help wheel and tire distributors and retailers precision-tune their inventory strategies during Part Four of the Wheel & Tire Councils (WTC) Webinar Series “Wheel and Tire Industry Insights, powered by the WTC.”
Exhibit at the 2021 SEMA Show to shine the spotlight on your company in front of tens of thousands of qualified buyers looking for the best that the specialty automotive market has to offer.
