By Joe Dysart

Businesses that employ ad tech companies to run ads for them on digital properties will need to come up with a new strategy by the close of 2023.

That’s when search-engine behemoth Google plans to drop its support for third-party cookies—a web surfer tracking technology that has been fundamental to web advertising since the mid-’90s.

Google is struggling for a way to target consumers with ads—without stepping on privacy concerns.

Google’s dramatic decision to ditch third-party cookies has been triggered by a steady flow of surveys in recent years finding that significant numbers of web surfers are fed up with company surveillance of their web use.

A February 2022 survey from the Future of Tech Commission (www.futureoftechcommission.org/press-release-launch-2ndpoll), for example, found that 78% of consumers want laws to force businesses to seek their permission before gaining access to such personal data. Moreover, 75% of those surveyed want to prohibit businesses from collecting any personal data on anyone 16 or younger. And 75% want laws ensuring that businesses are prohibited from pushing inappropriate or harmful content to children 16 or younger on the web—including questionable advertising.

“The findings are clear: Americans everywhere want an internet they can trust,” says Deval Patrick, former governor of Massachusetts, who helped spearhead the survey.

Patrick adds: “When misinformation runs rampant, every community suffers— and we’re running out of time. Our leaders must lead and summon the political will to protect our children, safeguard our privacy, and rein in the undue influence of Big Tech.”

Smarting from those kinds of protests, Google’s original plan on third-party cookies was to drop them from its Chrome browser earlier this year.

But the tech titan decided to hang onto third-party cookies this year after privacy groups vehemently criticized FLoC, a replacement technology it wanted to use as a substitute for third-party cookie tracking.

This time around, Google has yet another new technology it wants to use to replace third-party cookies, dubbed “Google Topics.”

Google’s hope: That this latest replacement tech will satisfy privacy advocates while still enabling advertisers to target web surfers with ads based on how they interact with websites.

Not surprisingly, there’s a great deal of technical detail regarding how Google’s newly proposed tracking technology works.

But boiled down, the tech giant’s latest proposal is really its way of saying to web surfers: “Look, we know we’ve been really nosy in the past about how we track, analyze and target how you surf the web.”

In practice, Google Topics significantly limits the way the Google search engine currently tracks your every movement on the web by studying your use of the Google Chrome browser.

This new answer to web-surfer tracking offers advertisers only a limited, general idea of what interests you—and what you might be interested in buying—as you surf the web.

The result is the new tracking system will only be able to track a handful of broad interest areas, or Topics, that dovetail with how you use your web browser.

Initially, Google’s plan is to track five Topics associated with how you use your browser—along with one more Topic that is chosen at random.

Once Google has tagged your browser with Topics that give advertisers a better idea of your interests and intentions, any given website you visit will be able to “see” three of the Topics Google associated with your web browser—and target ads to you accordingly.

Google is also building in some other privacy controls with Google Topics that it hopes will make the new tracking system more palatable to web surfers and political activists concerned about web privacy.

For example, Google is currently developing new controls for its Chrome browser that will enable you to see the Topics associated with your browser.

Plus, you’ll also have the option to remove any of the Topics associated with your Chrome browser use that displease you, according to Vinny Goel, product director, Privacy Sandbox, Chrome.

“Soon, we will launch a developer trial of Topics in Chrome that includes user controls—and enables website developers and the ads industry to try it out,” Goel says.

Before getting the green light to launch Google Topics, the search giant will need to secure official approval for its new tracking technology from key governmental bodies across the globe, including the United States and the European Union.

So far, the tech giant has won approval from the United Kingdom via that country’s Competition and Markets Authority.

Says Andrea Coscelli, chief executive, CMA: “While this is an important step, we are under no illusions that our work is done. We now move into a new phase, where we will keep a close eye on Google as it continues to develop these proposals.”

The reason why parting with third-party cookies has been such sweet sorrow for Google is that, privacy concerns aside, it really is a fantastic way of finding out what people are likely to buy based on their web surfing behavior.

Currently, if you visit a number of auto parts websites, for example, and start clicking on mufflers, you’ll most likely start noticing muffler ads popping up on many of the websites you subsequently visit.

Ad tech companies are now able to discern that you’re interested in mufflers by cutting deals with the websites already featuring their ads—who in turn place a third-party cookie in your Google Chrome browser when you visit the site.

That third-party cookie—owned by the ad company—begins tracking your movements on the web the moment it is embedded in your browser.

And with each website you visit featuring advertising from that same ad tech company, another third-party tracking cookie is placed in your Google Chrome Browser, tracking you all the way.

Each new cookie beams back data to the ad tech company about your web movements and preferences. And each enables the ad tech company to develop an ever-deepening interest profile on you, enabling it to target ads to you on other websites featuring its technology—based on your preferences.

The system has worked exceptionally well for Google and advertisers for more than a quarter of a century. But, as noted, has also triggered the ire of more than a few consumers and privacy advocacy groups for nearly as long—users and political activists who feel such tracking violated their privacy and generally made them feel creeped-out.

Consequently, even if Google Topics manages to become the de facto replacement for third-party cookies, web advertising experts recommend that advertisers begin to rely more heavily on other ways to engage with customers including:

Email Marketing Lists: While web advertising fads come-and-go, email marketing keeps on chugging along, offering marketers some of the best ROI for marketers’ efforts, year after year. Marketers build email lists by soliciting email addresses in exchange for providing riveting email newsletters, informative white papers, early notice on new goods and services, discounts and coupons and the like. Expect increasing numbers of businesses to double-down on this tried-and-true marketing tool in coming months.

Old School Advertising: Back in the olden days, marketers would seek out content that matched the goods and services they were selling and place ads there. A bikini retailer might embed its ads in an article about summer vacations, a local beach, or an upcoming Olympic diving competition. These days, they’re calling this old school technique ‘contextual targeting.’ But it’s the same idea: matching ads to content.

Buying Someone Else’s Audience: While you may not have a great deal of data on people who are interested in bikinis, another website—such as a swimsuit publication—may have plenty. Once third-party cookies are phased out, expect more businesses to buy and use info about such potential customers from such websites.

Device Fingerprinting: Similar to third-party cookies, device fingerprinting is an extremely effective tracking technology—but also extremely controversial. Device fingerprinting enables a website to reach down into your device and retrieve all the information about that device that makes it unique to you—the language it runs on, the web browser it uses, the times of day its usually used, its location, its IP address, and similar personalized data. Once an ad tech company has your device fingerprint, it can track you as you move across the web.

Joe Dysart is an internet speaker and business consultant based in Manhattan.

646-233-4089

joe@customtechadvisor.com

www.dysartnewsfeatures.com

By Ashley Reyes

The SEMA Automotive Restoration Market Organization (ARMO) named Motorwerks Marketing as the council's newest member spotlight company. Motorwerks Marketing is a full-service marketing and creative agency that specializes in the specialty automotive space.  

Get to know the story of their business in SEMA’s interview with company President Darin Roberge below.

SEMA: How did you start your business?

Darin Roberge: We launched November 1, 2017, with the idea that we wanted to offer higher-end, Fortune 500-style marketing products and services to small- and medium-sized businesses that were focused on the classic, collector and specialty automotive space, and do it at an affordable price. Additionally, I was somebody that was given a lot of chances when I entered this industry, and I wanted to return the favor to some of the really talented people who I knew that weren’t as lucky.

SEMA: What was your breakthrough moment?

DR: It was in July of 2019. We’ve always been a remote/work-from-home type of company, and when my house and office were destroyed in a construction accident, I was forced to relocate to a hotel a couple of towns over. For nearly a year during the rebuilding phase, my team really came together, and our business grew exponentially. That’s when I really knew that I was on to something special. Once the pandemic hit, we were already very experienced in working from home and working under difficult, high-pressure conditions, so transitioning through the pandemic was fairly seamless for us as well. Most of my team has been with us since the beginning, and it’s a testament to how fortunate myself and our clients are to have these incredible people working alongside us every day.

SEMA: Tell us about a particular project, product or build you are proud of.

DR: The thing I personally am the most proud of is our charitable outreach. We partner with a number of both automotive and non-automotive-based charities, and to this date have helped them raise just more than $12 million collectively.

SEMA: What advice do you have for young professionals contemplating a career in the automotive aftermarket, particularly in the restoration segment?

DR: To get experience wherever you can. This is a very unique industry that moves and flows in ways that others (people coming in from other industries) have a really difficult time getting in sync with. The earlier that you have an opportunity to learn and understand how this business moves, how deadlines operate and what's required to meet those, the higher likelihood of success you will have.

Fill out an ARMO-member spotlight form to highlight how your company is contributing to the specialty-equipment industry. Selected candidates are eligible to be featured on ARMO's social media, SEMA News and future ARMO-member updates.

By Ashley Reyes

Social media is a great tool for reaching targeted audiences and promoting a brand. Automotive aftermarket shops, businesses and builders should keep up their social-media presence in order to establish brand authority and create awareness of their products or services. Doing otherwise is like leaving money (or free promotion) on the table.   

SEMA-member businesses are invited to learn how the three Cs of social media (calendar, content and channels) can help build a brand during a live webinar on December 15, at 10:00 a.m. (PST).   

Participants will connect with and hear from two of the industry’s leading social-media experts: Barry Alt, founder of Motorhead Digital and a digital marketing expert focused on the restoration, performance, race and restyling segment of the automotive aftermarket, and Dan Kahn, founder of Kahn Media and a published author and photographer with more than a decade of experience in print and digital publishing, public relations and marketing.  

In just one hour, attendees will discover:

• The importance of building a social-media calendar, how to do it and software that might help. 
• How to plan out content, where to find ideas when you get stuck and how to create content that builds engagement to your audience and not just pushes information. 
• How to determine what social-media channels will work for your business, and the pros and cons of each channel.  

The webinar is presented by the SEMA Automotive Restoration Market Organization (ARMO), which will also share a short update on the council’s initiatives. Elevate your social media strategy by registering today.

By Ashley Reyes

Following the debut of the SEMA Future Leaders Network’s (FLN) Professional Development Program (PDP) in early 2022, the network will again host the event in 2023. Aspiring leaders and those who want to sharpen their leadership and communication skills are invited to apply for the two-day conference, which is being offered at a significant cost savings. 

Aspiring leaders and those who want to sharpen their leadership and communication skills are invited to apply for the two-day conference, which is being offered at a significant cost savings. 

Sponsored by FLN in partnership with the world-renown Dale Carnegie Training, the program fee is $1,600 direct from Dale Carnegie. Through the FLN, the fee is only $800 and includes complimentary meals and rooms for two days.  

“We held the first PDP in 2022 and it was a massive success with a 100% instructor approval rating from all participants,” said FLN Chair Nick Caloroso. “We’re excited to offer the program for a second year and help our future leaders build upon their skills in a supportive and collaborative environment.”   

The program will help participants:

• Communicate professionally and confidently in business situations.
• Engage others by building rapport, asking pertinent questions and listening.
• Build relationships and deal effectively with people in a multitude of scenarios.
• Gain cooperation and influence people, including direct reports, laterally and upward.
• Use emotional controls to sustain success.

“Reflecting on my experience in Diamond Bar for my first-ever FLN Professional Development Program, I am more than excited about the knowledge that I was able to absorb along with the lifetime of friendships I was able to walk away with,” said Kia Aghai of WARN Industries. “The instructors instilled excitement within the group with their teaching style, which in turn allowed all of us to be extremely open and vocal about our experiences. I thoroughly enjoyed every moment.”  

The program is limited to 25 FLN members. (Anyone age 39 and under who works for a SEMA-member company can join FLN at no cost.)  

Visit www.sema.org/fln-pdp to learn more and apply. Questions can be directed to Denise Waddingham, FLN director, at deniselw@sema.org.

Hot Shot’s Secret’s Secrest Pulling Team has won the National Tractor Pullers Association (NTPA) championship. Hot Shot’s Secret-sponsored husband-and-wife pulling team, Brent and Kristie Secrest driving Nuthin’ EZ ‘Bout It, finished the season as the overall champion in the Grand National Two Wheel Drive division with two wins, five top-five finishes and eight top-10 finishes with a total of 317 points to land the team’s first Grand National Championship.

Hot Shot’s Secret-sponsored husband-and-wife pulling team, Brent and Kristie Secrest driving Nuthin’ EZ ‘Bout It, finished the season as the overall champion in the Grand National Two Wheel Drive division.

They edged out Showtime (Timmerman) by two points and finished the final event in Bowling Green, Ohio, as the champion of the Two Wheel Drive Pulling division. In addition, the team was named the Two Wheel Drive Pullers of the Year during the association’s annual awards banquet last Saturday and Brent was named Crew Chief of the Year.

NHRA Announces Full Camping World Drag-Racing Series Category Schedule

NHRA has unveiled the category schedule for the four professional categories in the NHRA Camping World Drag Racing Series for the 2023 season, as well as the announcement of NHRA All-Star Callout events in both Pro Stock and Pro Stock Motorcycle, adding to the scheduled Pep Boys NHRA All-Star Callout specialty races in both Top Fuel and Funny Car.

The 2023 campaign starts with the 54th annual Amalie Motor Oil NHRA Gatornationals, kicking off what will be the 72nd season of racing in the NHRA Camping World Drag Racing Series. Both Top Fuel and Funny Car will compete at all 21 races at tracks across the country. Pro Stock will take part in 18 events, while Pro Stock Motorcycle will appear at 15 races.

All four professional categories (Top Fuel, Funny Car, Pro Stock and Pro Stock Motorcycle) will also race in all six events in the Countdown to the Championship playoffs. The NHRA Pro Stock All-Star Callout will take place on Saturday, May 20 as part of the Route 66 NHRA Nationals presented by PEAK Performance at Route 66 Raceway in Chicago, pitting eight top drivers against each other in a unique callout format for the one-day specialty race.

The NHRA Pro Stock Motorcycle All-Star Callout happens on Saturday, July 29, during the final race of the famed NHRA Western Swing, the DENSO NHRA Sonoma Nationals at Sonoma Raceway. Eight of the top riders in the two-wheeled category will face off in the one-day shootout, with the first round being set from a rider callout. In all four specialty races, the driver who makes the quickest run during the opening round will also get to select their semifinal opponent.

The Pro Stock category will appear 18 times during the 2023 season, including the first six races of the year. In that mix is the NHRA’s return to Route 66 Raceway in May, as well as both four-wide events in Charlotte and Las Vegas early in the season. Pro Stock will race the opening event of the Western Swing in Denver and then will return to Brainerd the next month, appearing at the fan-favorite track for the first time since 2019. In all, Pro Stock will race at the final nine events of 2023.

In Pro Stock Motorcycle, riders in the two-wheeled class will compete at 15 races next season, starting with the category’s traditional opener in Gainesville. Pro Stock Motorcycle will also race in Chicago and will compete in the traditional three-race Western Swing in Denver, Seattle, and Sonoma for the first time in class history, also making its first-ever appearance at Pacific Raceways in Seattle. After a two-race break, they return at Indy, finishing the season at the final seven events.

Reigning Funny Car world champion Ron Capps will look for another win in the Pep Boys NHRA Funny Car All-Star Callout as it once again will thrill fans as part of the prestigious Dodge Power Brokers NHRA U.S. Nationals in Indy on Sunday, Sept. 3.

To view the full 2023 event schedule and for more information about NHRA, visit www.NHRA.com.

SPEED SPORT, Obsession Media and Industry Execs Create SPEED SPORT 1

SPEED SPORT has partnered with the television network development group, Obsession Media, and a consortium of motorsports and television executives to launch the SPEED SPORT 1 television network. In addition, Dan Teitscheid—previously with MTV, ESPN, Disney, and MAVTV—has been named president and general manager of SPEED SPORT 1. Teitscheid is also the president of distribution and development for Obsession Media.

With plans to deliver more than 400 live events and thousands of hours of motorsports content from around the globe each year, SPEED SPORT 1 will debut in Spring 2023. It will be found across FAST (Free Ad-supported Streaming Television) and traditional linear platforms, presenting all variations of motorsports competition, news, information, behind-the-scenes action, lifestyle programming and documentaries.

The development team—with backgrounds at ESPN, Speedvision, Speed Channel, FS1, NASCAR, MTV, Disney, and MAVTV—aims to develop a TV network dedicated to live motorsports and is designed for the world’s most passionate fans. For more information, visit speedsport1.com and speedsport.com.

World of Outlaws Unveils 2023 Sprint Car Schedule

Officials with the World of Outlaws NOS Energy Drink Sprint Car Series have announced the 2023 schedule. “The Greatest Show on Dirt” will feature 87 nights of racing at 36 different venues across 19 states. For the 19th consecutive season, the World of Outlaws season will begin in the Sunshine State with three days at Volusia Speedway Park (Barberville, Florida) for the DIRTcar Nationals (February 9–11) with an expanded $20,000-to-win, $1,500-to-start finale. Then, the cross-country campaign will take the Series to 19 different states before concluding in North Carolina for the championship-crowning World Finals at the Dirt Track at Charlotte in North Carolina (November 1–4). The entire season will be streamed live on DIRTVision. To view the complete schedule, visit the World of Outlaws website.

For more racing news, visit Performance Racing Industry’s (PRI) website.

By SEMA Washington, D.C., Staff

The U.S. Environmental Protection Agency (EPA) has issued a proposed rule to expand the amount of biofuels blended into gasoline by oil refiners during the next three years. The biofuel amounts would be 20.82 billion gallons in 2023, 21.87 billion gallons in 2024 and 22.68 billion gallons in 2025. More than 15 billion gallons per year would be derived from corn-based ethanol with the remainder coming from switchgrass, animal fats or methane from dairy farms and landfills. Under the EPA program, oil refiners are required to meet the biofuel blend volumes or buy tradeable credits from refiners that do.

In order to meet the biofuel volumes, the EPA agreed in 2011 to allow the amount of ethanol in gasoline to increase from 10% to 15% (E15) for model-year ’01 or newer vehicles. Ethanol, especially in higher concentrations such as E15, can cause metal corrosion and dissolve certain plastics and rubbers in older automobiles that were not constructed with ethanol-resistant materials and certain specialty high-performance equipment installed on newer vehicles. Although the EPA requires E15 gas pumps to include a warning label about fueling restrictions, SEMA continues to believe this is insufficient to guard against misfuelling.

The EPA is also proposing to include electricity made from renewable biomass into its biofuels program. The EPA would award a credit for power generated from biomass (e.g.: landfill or agricultural methane) that is then used to power electric vehicles.

Click here for the EPA’s proposed rule. Public comments are due by February 10, 2023.

For more information, contact Eric Snyder at erics@sema.org.

  The following message is from SEMA President and CEO Mike Spagnola

Dear SEMA Member:

A strong SEMA Board means wise leadership and an association that serves its members well.  As a member of the Association, we are currently seeking your recommendation of industry leaders to serve on the SEMA Board of Directors.

The following seats are open for this year’s election:

• Chairman-elect (one open seat)
• Distributor/Retailer (one open seat)

Please take a moment and tell us whom you would recommend as a potential nominee for a board member position by completing and submitting a nomination form. To help the vetting process, please include brief information about the nominee’s qualifications, such as background, experience and achievements that would make that nominee an outstanding board candidate.

Nominations for the SEMA Board of Directors are due on Wednesday, January 4, 2023. Please complete and submit the nomination form.

We urge you to take part in the nominations process—our industry has many individuals who would be an asset to the Board, but we need you to help bring them to the attention of the Nominating Committee.

Thank you for your attention to this important request.

Sincerely,

Mike Spagnola
SEMA President and CEO

Are you hunting for a new job? The SEMA Career Center has a comprehensive listing of automotive-related job openings around the country. Here are some of the latest jobs posted to the website.

Latest Jobs Added to SEMA Career Center

Automotive Aftermarket Salesperson
Heidt’s Suspension Systems

Heidt’s Suspension Systems is hiring an automotive aftermarket salesperson. The successful candidate will have a minimum of 5 years’ experience selling automotive or technical components with a passion for vintage and performance cars. Understanding automotive restorations and builds is desirable. Excellent communication skills with a customer focus attitude is required. Automotive parts knowledge, mechanic skills and computer literacy is important. An associate degree or equivalent preferred. Fluency in Spanish is a plus.

Aftermarket Wheel and Tire Salesperson
Wheel-1

Wheel-1 is hiring an aftermarket wheel and tire salesperson with a proven history of “hunting” for new customers. Candidates must thrive in a fast-paced environment and communicate positively with customers and be able to multi-task. Responsibilities include selling company products in accordance with company requirements and customer needs, delivering sales presentations to customers in coordination with company marketing and sales strategy and providing information regarding products, account inquiries and order status via phone or email.

Sales Manager
AMS Performance

AMS Performance is hiring an experienced sales manager to play a crucial role on its team. This is an entrepreneurial role, where you will get to work directly with leadership and help drive the growth of the company. The ideal candidate will share a passion for the automotive industry and have experience in managing a sales team.

By SEMA Editors

Dates and locations have been scheduled for several upcoming SEMA-sponsored shows, measuring sessions and activities.

Power Automedia Announces New Leadership and Vision for Future

Power Automedia’s (PAM) new ownership group has its sights on expanding its footprint in the automotive aftermarket and adjacent markets. Electrified is the latest addition to the publishing brands, which is set to launch in early 2023 and seeks to expand Power Automedia’s audience beyond traditional enthusiasts and into the EV and e-mobility space. While Electrified will cover EV swaps and aftermarket modifications, it will also cover e-motorcycles, e-bikes, scooters, and the electrification of things as a means of alternative energy for transportation.

Electrifiedmagazine.com will be a hub for EV content for early adopters—fast paced and mobile-first with a modern and intuitive design, which will kick off a variety of platform updates among the entire division. Power Automedia’s newest division, though, is event promotion thanks to the acquisition of Mustang Week. The 21-year-old, week-long Mustang extravaganza is expected to flourish with the largest all-Ford digital magazine, Ford Muscle, behind it. Dates have been locked in for next year’s Myrtle Beach, South Carolina, event (September 4–10, 2023); however, Power Automedia has its sights set on expanding to include other locations and events.

Marketing is a key piece to launching new products and businesses, which made Nashona Haldane a key hire as marketing director earlier this year. Nashona has 20 years of experience in brand development and management, most recently at JMS Performance Group and Derive (SCT and Bully Dog). Haldane will work side by side with Lloyd Hunt, chief revenue officer, to drive revenue across PAM’s two divisions and 10 brands.

Hunt is part of the recently announced, five-person ownership group that also includes Scott Parker as well as Andrew Almazan (vice president of people), Kevin McIntosh (web and creative director) and Ivan Korda (senior director of business development).

Pennzoil Returns to SEMA Show With “Dare to Perform Experience”

Chelsea DeNofa’s Ford Mustang Formula DRIFT Car has 1,111 hp, more than 8,500rpm and more than 75 degrees of steering angle.

The “Dare to Perform” experience in the Pennzoil booth showcased state-of-the-art vehicles, new motor oil technology and special guests from the different facets of the automotive industry. Some of the 13 showstopping vehicles that were spotted in the Pennzoil booth included:

• The Hennessey Performance Venom F5 Coupe, a road car with a 6.6L twin-turbocharged V8 Engine filled with Pennzoil 10W-60 Full Synthetic motor oil, designed to attempt the world’s fastest production car record.
• The iconic Pennzoil Yellow Submarine, which Pennzoil and Shell have tested the racetrack limits with Team Penske for decades, including powering the “Yellow Submarine” through historic victories at the Indianapolis 500.
• Chelsea DeNofa’s Ford Mustang Formula DRIFT Car has 1,111 hp, more than 8,500rpm and more than 75 degrees of steering angle. The RTR Spec 5-FD rides on the fine line of chaos and coordination while driving sideways at speeds of over 100 mph and inches from competitors. Pennzoil Synthetics keeps the Ford Performance/Roush Yates RY45 455 CID V8 revving to the moon lap after lap.
• Rod Millen’s Toyota Tacoma from Pike’s Peak. This 1000hp, ’98 Toyota Tacoma battled up the Front Range of the Rocky Mountains. The Tacoma boasts an amid-mounted 2.1L, turbocharged, four-cylinder engine that can go from 0-100 in two seconds and is powered by Pennzoil Platinum Euro 5W-40 Full Synthetic motor oil.
• Federico Sceriffo’s Ferrari Formula DRIFT car, aka ‘Fiorella’, powered by Pennzoil Platinum Racing 10W-60 Full Synthetic motor oil.
• Expedition Overland’s (XO) Toyota Tacoma aka ‘Raven’. The ‘Raven’ is the ‘ninja’ of the XO team. Equipped with a REDARC RedVision Total Vehicle Management System, a Goose Gears Tacoma Seat Delete Plate System, a DECKED Drawer System and topped with a Go Fast Camper, ‘Raven’ is built like a Swiss Army knife capable of doing whatever is needed.
• Johnny Grunwald’s ’94 Pennzoil Mazda RX7. The 20B Bridgeport Rotary Engine is powered by Pennzoil Platinum Racing 10W—60 Full Synthetic motor oil, PZ37 Oil Filter, and Gearplus 80W90.

Booth visitors were able to get up close and personal with Pennzoil scientists, industry personalities, professional drivers, and automotive builders such as John Hennessey, Austin Cindric, Vaughn Gitten Jr., Chelsea DeNofa, Adam LZ, Larry Chen, Rhys Millen, and many other content creators.

Have some company news you would like to share? Let us know and the news may appear in an upcoming issue of SEMA News. Send your items for consideration to editors@sema.org.