SEMA has debuted the first episode in its new five-episode streaming series chronicling the ninth year of its Launch Pad competition. The series showcases the ingenuity of rising entrepreneurs in the automotive industry as they pitch their new product or service to a panel of industry experts.
Fifteen individuals have been selected out of a record number of applicants last spring to advance to the semi-final round. From there, five of them will be chosen to compete for cash and prizes at the SEMA Show in Las Vegas, where the series finale will be filmed before it airs on the History Channel on a future date.
One winner will be selected to win the grand-prize package valued at $92,000, which includes $75,000 to help launch their innovative new product. The remaining 14 semi-finalists will also receive prizes that will help them in their entrepreneurial journey.
The semi-finalists are:
Cameron Crummie – Owner, MDV
Adam Gruener – CEO, Off Road In Mind
Jonathan Hurley – Owner, ToolBox Widget
Monika Kalenski – President and CEO, MEK Magnet
Brendan McGrath – CEO, Dyme Performance Systems Inc.
Robert McKeirnan – President and Managing Partner, Stratos Meccanica LLC
D.J. Potter – CEO, Sawtooth
Alan Reyes – Co-founder and President, Xtrusion Designs LLC
Kevin Robinson – President, TRAC LLC
Paul Rooprai – CEO, AutoBio LLC
Michael Ruhs – Co-founder and CEO, TailHand
Tom Sawarynski – Owner, Off-Road Research
Michael Sullivan – Owner, Fox Products LLC
Edward Tansingco – President, Thinskinz
Dustin Woolf – Owner, Woolfpack Racing
“It’s a highlight every year to give up-and-coming entrepreneurs the chance of a lifetime,” says Nathan Ridnouer, vice president of councils and membership. “This year, we’re even more excited to bring audiences a more comprehensive and personal look at our annual competition; it’s like ‘Shark Tank’ for the automotive aftermarket industry.”
Past winners of SEMA Launch Pad include Roland Hence of FrontLane Inc. (2020); Reid Lunde of Kaizen Speed (2019); and Matt Beenen of Builtright Industries (2018).
The first episode of “2021 SEMA Launch Pad” is available for viewing now on the SEMA Show YouTube channel, with the remaining episodes debuting on each Tuesday from October 5–26. For more information about the 9th annual SEMA Launch Pad Competition, visit www.sema.org/launchpad.
Wade Kawasaki Announces Departure From Legendary Companies, Doug Evans to Become Interim CEO
Legendary Companies—which includes Coker Tire, Wheel Vintiques, Universal Vintage Tire, Phoenix Race Tires, Specialty Wheel, MOR, Vintage Wheel Works, PS Engineering, Roadster Wire Wheel and Paragon Corvette Reproductions—has announced that Wade Kawasaki will transition from his role of CEO while remaining a partner in the business—a decision by Kawasaki who took on the CEO role with Legendary Companies three years ago. Industry veteran Doug Evans will join the Legendary Companies team as interim CEO as the company searches for a new leader.
“After guiding Coker Tire through the acquisition process, I agreed to stay on as CEO for a three-year term to build the management team and add more companies to the portfolio,” said Legendary Companies President and CEO Wade Kawasaki. “As that term draws to a close, I am excited to take some personal time and pursue new interests. It’s been a tremendous honor serving as CEO and I know the company has a bright future. I’m also pleased to announce that we have asked my close friend and colleague Doug Evans to join the team as an Interim CEO while we begin a search process for a new leader.”
After the sale in 2018 of Coker Tire and Wheel Vintiques to Irving Place Capital (IPC), Kawasaki led Legendary Companies and helped the organization identify acquisitions and significantly expand the company’s management team. Kawasaki will retain an ownership stake in the company and work closely with IPC to execute a transition plan. The senior management team will continue to help guide the company along with IPC leadership and the new CEO.
Kawasaki has spent more than 40 years in the automotive aftermarket, 25 of which were spent in various leadership positions within SEMA, finishing his multi-term stint as chairman of the Board. During his time at Coker Tire, Kawasaki helped transform the family business into a lean, profitable and scalable operation before guiding the brand through its sale to IPC.
Truck Hero Inc. Hires Former Carhartt Marketing Executive as New Chief Growth Officer
Truck Hero Inc. has announced the appointment of Tony Ambroza as chief growth officer. Ambroza will join the company's senior leadership team and report to CEO Bill Reminder. Ambroza will help guide the company's accelerated growth by leading the brand marketing team and Truck Hero's direct-to-consumer business powered by RealTruck.com. An accomplished senior marketing executive with industry experience across footwear, apparel and entertainment, Ambroza has achieved more than two decades of success in developing high-performance consumer brands. He joins Truck Hero from the Dearborn, Michigan-based workwear company Carhartt, where he served most recently as chief brand officer. In his role, Ambroza led the brand marketing and direct-to-consumer teams who scaled the Carhartt brand to historic levels across all segments and markets. Ambroza's experience also includes leadership roles at Nike and Under Armour.
Cloyes Gear and Products Promotes Ryan Smith
Ryan Smith has been promoted to director of category management for Cloyes Gear and Products. In his new role, Smith will continue to develop and grow the department with additional resources, enhance the customer line review process and expand the company’s category management footprint to more customers. Smith joined Cloyes in December 2013 as sales and marketing coordinator where he played a key role in the management of several regional export accounts, PER customer base and customer pricing. Smith also served as project manager lead on the production of Cloyes aftermarket tech videos. He was promoted in May 2019 to manager of special markets and category management.
Permatex Teams with ASE to Help Train Technicians on Latest Innovations and Applications
Permatex has partnered with the ASE Education Foundation to provide product application training and education on the latest formulation advances for automotive students, instructors, parts professionals and professional automotive technicians. The partnership was announced by Permatex Product Manager Eric Seibold.
The inaugural program in the ASE Education Foundation collaboration is a Permatex-led online training webinar entitled, “How to Select and Apply the Right Gasket Maker.” This training segment provided technicians with important information on the different types of gasket makers, how they have evolved over the years, how to choose the correct gasket maker and proper application techniques. Permatex will conduct future training sessions, both online and in-person, on a variety of chemical technology topics for automotive maintenance and repair.
Brembo to Become Official Partner in Braking Systems of Gran Turismo 7 for Playstation Consoles
Polyphony Digital Inc., developer of the Gran Turismo series for Playstation consoles since 1997, has chosen Brembo as the official technical partner in braking systems for Gran Turismo 7. The new video game will be available for PS4 and PS5 consoles March 4, 2022. Brembo will make its UPGRADE products available to players in the Tuning Shop of Gran Turismo 7—the virtual shop where they can upgrade the performance of their cars.
In this environment, gamers will be able to replace their original brake discs with those from the Sport range and, as they progress through the game, to upgrade their car with different Brembo braking systems. The choice will range up to the highest performing and most distinctive products for road cars, including Carbon Ceramic brake discs and GT|BM calipers, available in eight different colors.
Matthias Arleth to Be New CEO and Chairman of the Management Board of MAHLE Group
Matthias Arleth will be the new CEO and chairman of the management board of the MAHLE Group. The 53-year-old automotive engineer is joining the company from automotive component supplier Webasto SE, where he was most recently vice chairman of the board of management. Arleth will take up his position at the helm of MAHLE on January 1, 2022. He succeeds Dr. Jörg Stratmann, who left the group on March 31, 2021. Arleth has many years of experience in the automotive industry, both with manufacturers and with component suppliers. Arleth previously held positions with various companies, including the Volkswagen Group, where he was a development engineer and project manager with SEAT. In 1997, Arleth moved to a subsidiary of MAGNA, becoming head of sales and development and managing director. Subsequently, he assumed various management positions within Magna International, the last one being executive vice president of Magna E-Car Systems. In 2011, Arleth joined automotive component supplier Webasto SE as executive vice president of the roof systems business unit in Europe. In 2013, he was vice chairman of the Webasto sunroofs & components management board. In 2015, Arleth was appointed to the management board of Webasto SE, advancing to the position of vice chairman of the management board in 2017. As COO and CTO, he was in charge of all technical departments from product development through to responsibility for all production plants.
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.
The Las Vegas Convention Center Offers a Variety of Dining Choices
By Chad Simon
The new Las Vegas Convention Center West Hall expansion
has a food court, offering a large selection of dining options for
Showgoers.
You definitely won’t go hungry at the SEMA Show. Each part of the Las Vegas Convention Center (LVCC) has its own concessions, and with the food court in the new West Hall expansion, Showgoers have even more options. Please note, due to COVID-19, all LVCC concessions will be cashless, so be sure to bring your credit cards.
Outlined in the next couple of pages are your dining choices and locations.
Member Lounges
The SEMA Members Lounge has three locations—one in the Upper North Hall room N251, South Hall booth #49031, and another one in the new West Hall, booth #58065. All three are exclusively for SEMA, SEMA Hall of Fame, Tire Industry Association and Society of Collision Repair Specialists members only. Members can sit down and enjoy a hot meal at the Members Lounge–North, while Grab ’n’ Go lunches are available during Show hours Tuesday–Friday in all three lounges. All locations offer a place for a quick break, charging stations for phones and laptops and opportunities to network with fellow Showgoers. Private rooms are available for meetings. Reserve yours in advance by visiting www.SEMAShow.com/mlmeetings.
Exhibitor Lunch and Appreciation Reception Monday
During Show setup days, SEMA staff will be handing out vouchers to exhibitors for sandwich lunches. Present your exhibitor badge and redeem your voucher at the nearest meal station to receive a sandwich and a bottle of water. The lunches are available Sunday, October 31, and Monday, November 1, from 11:00 a.m.–1:00 p.m.
Don’t miss the Exhibitor Appreciation Reception on Monday night, November 1, at 5:00 p.m. Located just outside of Central Hall on Silver Drive, it’s a great time to get to know other exhibitors, enjoy live music and good food, and preview some of the most exciting vehicles you’ll see at this year’s Show.
For the following food options, reference the below map.
Blue Lot
Big Daddy’s BBQ Food Truck
American BBQ, Mexican food, hot dogs, etc.
Big Daddy’s Taco Food Truck
Tacos, chips, parfaits
50 Shades Food Truck
Organic, burgers, salads, vegetarian
The Healthy Grill Kosher
Sin City Pizza Food Truck
Pizza, etc.
Bronze Lot
Five Spot Coffee Cart (two locations)
Coffee, espresso, tea, quick bites
Central Hall
Brookwood Farms BBQ
American BBQ, sandwiches
Buy the Slice Pizza & Sandwiches
Pizza, hot dogs, deli sandwiches, etc.
Capriotti’s Cart
Six-inch submarine sandwiches, snacks
Market Fresh Express
Grab ’n’ go sandwiches, salads, assorted snacks
Quizno’s
Sandwiches, etc.
Sabrett’s Hot Dogs
All-beef hot-dogs, chili cheese dogs, etc.
7th Heaven Kosher Cart
Kosher food, hot dogs, salmon, salads, etc.
Wetzel’s Pretzels
Pretzels by Wetzel’s
Concourse
3150 Snacks To-Go
Honey Salt
Farm-to-table gourmet breakfast and lunch
Lucky’s Restaurant
Burgers, sandwiches, salads, etc.
Prima Stampa
Fast-pressed paninis, etc.
Starbucks North
Coffee and espresso drinks
Walla Pao Express
Asian-American fusion meals to go
Grand Plaza and Central Plaza
Big Daddy’s BBQ 1
American BBQ, Mexican food, hot dogs, etc.
Five Spot Coffee Cart
Coffee, espresso, tea, quick bites
Sabrett’s Hot Dog Cart (two locations)
All-beef hot dogs, chili cheese dogs, etc.
North Hall
East Ocean Stand
Chinese food
Five Spot Coffee Cart
Coffee, espresso, tea, quick bites
Fremont Grill Stand
American food, burgers, etc.
Mobile Vendor
Vegas Street Eats North
Fast food
North Road
5 Spot Coffee Cart
Coffee, espresso, tea, quick bites
Truk-n-Yaki Food Truck
Japanese BBQ plates
Orange Lot
Big Daddy’s BBQ 4
American BBQ, Mexican food, hot dogs, etc.
Silver Lot 1–3
Addonis Cart
Gyros, falafel, baklava, etc.
Big Daddy’s BBQ 3
American BBQ, Mexican food, hot dogs, etc.
Quizno’s Cart
Sandwiches, etc.
Skybridge
Five Spot Coffee Cart
Coffee, espresso, tea, quick bites
Mobile Vendor
South Hall
Aces Restaurant
High-end food court
Butcher’s Block Stand
American BBQ, sandwiches, salads
Capriotti’s
Six-inch submarine sandwiches, snacks
Five Spot Coffee Cart
Coffee, espresso, tea, quick bites
Gourmet Grill Stand
Burgers and beyond
Mobile Vendor
Jose’s Taco Tijuana
Mexican food, combos, chips and salsa
Namaste Indian Stand
Chicken tikka, gulab jamun, tandoori
Sabroso Stand
Pizza, BBQ sandwiches, parfaits
SEMA Members Lounge–South, Booth #49031
Grab ’n’ go meals, charging stations (members only)
Vegas Street Eats South
Fast food
South Plaza
Curbside Café Food Truck
BBQ bacon burgers, Hawaiian burgers, etc.
Freshfest Food Truck
Lobster rolls, salads, shrimp po’boys, etc.
Sabrett’s Hot Dog Cart
All-beef hot dogs, chili cheese dogs, etc.
Sausagefest Food Truck
Breakfast burritos, variety sausage, chorizo fries, etc.
SEMA members can sit down and enjoy a hot meal at the
Members Lounge–North, while Grab ’n’ Go lunches are
available during Show hours Tuesday–Friday in all three
lounges.
West Hall
Brand Burgers & Fries
Hamburgers, french fries, etc.
Dunkin’ Express
Donuts, muffins, Munchkins, eclairs, hot coffee, iced coffee, iced tea, etc.
The Fancy Wok
Asian food
Go Natural
Healthy fast food
Metro Pizza
Pizza, pasta, salads, calzones, etc.
The Roost
Farm-fresh fried chicken
Banquets and Receptions
Special events are a great way to combine a meal or a cocktail with productive networking and learning. All of the events below will have something edible available and offer a host of different learning and networking opportunities.
While many exhibitors, builders and partners are keeping the specifics of their plans confidential so that they can make formal announcements during the event, some exhibitors have begun to tease their news. Here are some the stories making headlines:
“This has to be one of the coolest tractors every. I don’t know about you, but the first thing I would do is hook it to a sled and hear that 7.3 scream!”
“Hunter Engineering Co. is partnering with Bush Specialty Vehicles to showcase a mobile tire service van outfitted with Hunter equipment at the 2021 Specialty Equipment Market Association (SEMA) Show.”
“The SEMA Show has always been an important event for the Chevrolet team to show off our vehicles with our latest accessories and performance parts — including compelling concepts that are sure to spark enthusiasts’ imaginations.”
The SEMA Show is the only place to meet with thousands of businesses in the automotive specialty equipment industry in person, and see custom vehicle builds up close. Learn more about the 2021 SEMA Show, taking place November 2-5, in Las Vegas, visiting www.semashow.com.
Exhibitors are excited to make their announcements at the 2021 SEMA Show, taking place Tuesday–Friday, November 2–5, in Las Vegas. Below is the official press conference schedule as of September 15:
Monday, November 1
5:00 p.m.–7:00 p.m: SEMA Vehicle Reveal featuring the SEMA Award Presentation (outside the Grand Central Lobby entrance)
Tuesday, November 2
7:30 a.m.–9:00 a.m: New Products Breakfast; breakfast will be served (Paradise Event Center, located in the Westgate Las Vegas Resort & Casino)
10:00 a.m.–10:20 a.m: Toyota Motor North America Press Conference (Booth #24800)
10:30 a.m.–10:50 a.m: Ford Motor Company – Reveal (Booth #22200)
Find out what to expect from SEMA Show exhibitors by visiting the SEMA Show Online Media Center, where exhibitors have posted press releases announcing their Show-related news. The site is filled with releases highlighting the new products that will debut, vehicle that will be unveiled and more.
Below are some of the latest announcements you will find in the Online Media Center:
Showgoers booking through onPeak—the SEMA Show housing partner—receive guaranteed low rates on a wide range of hotel properties at locations on and off the Las Vegas Strip.
Booking through the SEMA Show block not only offers discounted nightly rates for SEMA Show participants, but also offers reduced resort fees so you can save even more on your stay.
See below for the list of hotels offering discounted nightly resort fees.
Hotel Name
onPeak Resort Fee
Hotel Resort Fee
Savings Difference
Aria Resort and Casino Las Vegas
$35
$45
$10
Ballys Las Vegas
$35
$37
$2
Bellagio
$35
$45
$10
Caesars Palace
$45
$45
$0
Circus Circus Hotel
$20
$36.28
$16.28
Conrad Las Vegas at Resorts World
$39
$45
$6
Courtyard by Marriott—Convention Center
N/A
N/A
N/A
Downtown Grand
$23
$29.95
$6.95
Elara, Hilton Grand Vacations
$25
$25
$0
Embassy Suites Convention Center
N/A
N/A
N/A
Encore at Wynn Las Vegas
$25
$45
$20
Excalibur
$30
$35
$5
Flamingo Las Vegas
$35
$37
$2
Golden Nugget
$25
$34
$9
Harrah's Las Vegas
$35
$37
$2
Hilton Grand Vacations Club at the Flamingo
$25
$25
$0
Hilton Grand Vacations – Las Vegas CC
$25
$25
$0
Hilton Grand Vacations on the Strip
$25
$25
$0
Las Vegas Hilton at Resorts World
$39
$45
$6
Las Vegas Marriott
N/A
N/A
N/A
Luxor Hotel and Casino
$30
$35
$5
MGM Grand Hotel Casino
$35
$39
$4
New York New York Hotel and Casino
$35
$37
$2
OYO Hotel and Casino
$20
$37
$17
Palace Station
$22
$39.67
$17.67
Paris Las Vegas
$37
$39
$2
Park MGM
$35
$39
$4
Planet Hollywood Resort and Casino
$37
$39
$2
Renaissance Las Vegas
$20
$30
$10
Residence Inn Convention Center Las Vegas
N/A
N/A
N/A
SAHARA Las Vegas
$29
$39.95
$10.95
SpringHill Suites Convention Center
N/A
N/A
N/A
The Cosmopolitan of Las Vegas
$39
$51.02
$12.02
The Cromwell
$37
$45
$8
The LINQ Hotel & Casino
$35
$37
$2
The Mirage Hotel and Casino
$30
$39
$9
The Palazzo Resort Hotel Casino
$27
$45
$18
The Venetian Resort Hotel Casino
$27
$45
$18
The Signature at MGM Grand
$35
$39
$4
The STRAT Hotel
$15
$37
$22
The Westin Las Vegas
$24
$32
$8
Treasure Island
$29
$39
$10
Tropicana LV—A Doubletree by Hilton
$25
$37
$12
Trump Hotel Las Vegas
$10
$39.68
$29.68
Tuscany Suites and Casino
N/A
N/A
N/A
Vdara Hotel and Spa
$35
$45
$10
Westgate Las Vegas Resort (fmr. LVH)
$35
$36.99
$1.99
Wynn Las Vegas
$25
$45
$20
Note: Rates listed on the onPeak website do not include the resort fee.
When making your hotel reservations through the SEMA Show Travel & Lodging page, you are receiving the most affordable and convenient hotel options through our partnership with onPeak—the only official hotel provider for the 2021 SEMA Show. All negotiated rates provided by onPeak include resort fees and will allow you to change or cancel your reservation without any financial penalties.
More information about the SEMA Show, Tuesday–Friday, November 2–5, is available on www.SEMAShow.com.
Automotive restylers are increasing their sales profits and building successful dealer-direct strategies through the help of the SEMA Professional Restylers Organization (PRO) Sales Training Manual and SEMA Accessory Sales Professional (SASP) Exam.
Developed by PRO to help restylers, trimmers and accessory retailers expand their businesses, the program outlines proven tactics that can help restylers get their foot in the door of any dealership. The manual covers how to structure a sale, the rules of sales success, tips for refining negotiation skills, and the importance of product knowledge—all of which are essential traits that can help restylers build a client base and develop strong partnerships with their customers.
“I made it mandatory for all of our current and future employees to take the course and become certified,” said Rod Bennett, general manager at Chrome Enhancements. “This has resulted in a nationwide salesforce that have become more confident and better prepared to understand the inner workings of car dealerships. It has improved their ability to identify the key decision maker, and has helped them develop better sales strategies, which has resulted in a significant increase of our customer base.”
His thoughts were echoed by Evan Cook, COO at Trim Illusion Inc. “Understanding the inner workings of a dealership and the interactions our customers have daily can be crucial. This is not always easy when you are involved in the operations and supply-chain side of the business. The SEMA Accessory Sales Professional program has greatly improved my ability to relate to our customers and given me insight on the obstacles they face. The SASP has been vital in improving our customer relations and learning how we can help our customer close the deal.”
To date, 190 PRO-member company employees have passed the course, qualifying their expertise and setting their businesses apart from competitors. An accessory sales professional certificate and badge is awarded to restylers who pass the exam, earning them recognition for their achievement and providing business owners with a valuable marketing edge. Bill North, account executive at Reputation.com, also notes that SEMA members who have attained this accreditation take pride in showing what they have learned about selling into the automotive dealership environment.
“Selling vehicle accessories is one thing; selling vehicle accessories to car dealers is a whole different level,” added Josh Poulson of Auto Additions Inc. “Passing the PRO SASP Exam proves a person‘s true understanding of the current market and trends, and the how to successfully navigate the car dealer arena.”
PRO members can order a free electronic copy of the manual by contacting Denise Waddingham at deniselw@sema.org.
This event is the ideal opportunity for members to meet new contacts and strengthen existing connections while winding down from a busy day at the OLAF Octoberfestivus event. Attendees will learn about resources available in the industry, openly network with other professionals, and connect directly with select committee members who can help them get more involved in the industry.
OLAF Octoberfestivus attendees who are not current YEN or TORA members but are interested in getting more involved are invited to attend, as it is a great way to introduce yourself and learn about what SEMA councils and networks have to offer.
Registration, although not required, is encouraged so that the councils can plan accordingly. Drinks and barbecue will be available. Learn more and RSVP here.
Exhibitors of the 2021 SEMA Show are invited to expand their reach, product exposure and Show-floor presence by offering products to builders through the Products for Project-Vehicle Builders list. The list connects manufacturers with builders looking to create or complete a vehicle project.
The list, which will be updated in SEMA eNews, features product offers and contact information provided by confirmed SEMA Show exhibitors. Builders interested in obtaining a product use the information to contact exhibitors directly. With each project vehicle required to be supported by a current 2021 SEMA Show exhibitor, all product-placement decisions, negotiations and agreements are the responsibility of the exhibiting manufacturer and the builder.
The list is open to exhibitors of the 2021 SEMA Show only. To be included in the list, complete the form.
Exhibitors: Each submission will appear on a first-come, first-served basis. As participation increases, all submissions will also be archived on www.SEMAShow.com.
Note: For verification purposes, the Project-Vehicle Builders form must be used to participate in the program; email submissions will not be included in the list. Participation in the list does not guarantee product or vehicle placement at the 2021 SEMA Show.
SEMA has debuted the first episode in its new five-episode streaming series chronicling the ninth year of its Launch Pad competition. The series showcases the ingenuity of rising entrepreneurs in the automotive industry as they pitch their new product or service to a panel of industry experts.
