By SEMA Washington, D.C., Staff

President Biden issued an Executive Order requiring the U.S. Department of the Interior to conduct a review of the monument boundaries and conditions of several National Monuments, including Grand Staircase-Escalante and Bears Ears National Monuments. The size of both Monuments was reduced during the Trump Administration. It is anticipated that the Biden Interior Department will recommend partly or fully restoring the boundaries to what existed prior to January 20, 2017.

The 110-year-old Antiquities Act provides the president authority to preserve land with significant natural, cultural, or scientific features. It has resulted in hundreds of millions of acres being set aside over the decades leading many to question whether the footprints are larger than necessary. National Monument designations frequently lead to the closure of existing off-road roads and trails. SEMA supports a collaborative approach when making major land-use decisions, including input from local citizens, elected leaders and other stakeholders.

President Biden’s Order directs the Interior Department to consult with other agencies and Tribal governments to determine whether to restore the monument boundaries and conditions. The Secretary of the Interior has 60 days to provide a report of their findings.

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

By SEMA Washington, D.C., Staff

The U.S. Environmental Protection Agency (EPA) issued a proposed rule to either modify or remove the current E15 warning label requirement. EPA currently requires fuel dispenser labels for gasoline-ethanol blends of greater than 10% ethanol and up to 15% ethanol (E15). The label is 3 by 5 inches and includes the following language with font size and color requirements: ‘‘ATTENTION, E15, up to 15% Ethanol, use only in 2001 and newer passenger vehicles, flex-fuel vehicles, don’t use in other vehicles, boats, or gasoline powered equipment. It may cause damage and is prohibited by Federal law.’’

The proposed new label would be smaller, and the warning message softened. The label would be about 3 by 3 inches and include the following language: ‘‘Contains up to 15% ethanol, safe for use in, 2001 and newer passenger vehicles, or flex-fuel vehicles, avoid use in other vehicles, motorcycles, boats, or gasoline-powered equipment. It may cause damage and is prohibited by Federal law.”

Alternatively, the EPA is seeking comment on whether a label is necessary. SEMA contends the label is vital to protect vehicles and engines for which E15 use is inappropriate. In previous comments, SEMA has urged the EPA to expand the warning so that consumers understand that E15 is incompatible with older vehicles, motorcycles, ATVs, boats, small engines and many other machines. SEMA supports making the warning label larger and including the words “WARNING” and “Check your owner’s manual,” along with pictograms of a classic vehicle, boat, motorcycle, ATV, lawnmower, chainsaw and snowmobile.

Comments on the proposed rule are due February 18, 2021. For additional information, contact Eric Snyder at erics@sema.org.

By Washington, D.C., Staff

The SEMA Action Network (SAN) is pleased to offer a new digital lobbying guide to assist enthusiasts in navigating the political process. This mobile-friendly multimedia advocacy tool features a series of quick and simple tips that break down common misconceptions about influencing public policy. 

On the heels of an historic U.S. election, many fresh faces have taken office. It’s time to strike while the iron is hot. Not sure where to begin or how to initiate the conversation with your local elected representatives? The SAN’s new digital lobbying guide has everything you to put you on the road to success.

Refine your lobbying skills by taking advantage of this new resource free of charge and be sure to share it with others. Visit the SAN website for full details. While there, sign-up  to stay informed on issues in your region by subscribing: www.semaSAN.com/Join.

By SEMA Washington, D.C., Staff

There is a saying in the nation’s capital, “if you aren’t at the table, then you’re on the menu.” It may sound cliché, but it’s true.

Earlier this month, Joe Biden was sworn in as the 46th President of the United States, and a new Congress took office. With them comes a new legislative and regulatory agenda that could have a significant impact on the specialty automotive aftermarket industry and its future. In the coming weeks and months, it is expected that Congress will aggressively tackle climate change, trade, taxes, and vehicle technology regulations, among a host of other issues. It’s critical that SEMA be well positioned to meet this issues head on.

One important way SEMA members can help flex the industry’s political muscle is through the SEMA Political Action Committee (SEMA PAC).

By law, SEMA may not use association funds to impact the electoral process. However, SEMA PAC allows employees of SEMA-member companies to contribute their personal funds to help elect lawmakers who support our industry’s positions and initiatives. Government rules require SEMA PAC to get each member company’s permission before it can ask for support. It’s an easy process known as becoming prior approved and it only takes minutes. To find out if your company is prior approved, or to become prior approved yourself, click here. To make things even easier for you, when you log on, the form is partially filled out for you. Becoming prior approved does not obligate you to contribute.

For more information, please contact Christian Robinson at christianr@sema.org.

By SEMA Washington, D.C., Staff

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. SEMA members are invited to learn more about the replica car law during a webinar on Wednesday, February 10, at 11:00 a.m. (PST).

Replica car manufacturers and suppliers have waited since 2015 for the program to start, when the U.S. Congress passed legislation to establish it. Until then, NHTSA only had a one-size-fits-all regulatory framework intended for companies that mass-produce millions of cars.

A panel of industry experts will provide an overview of the new program and practical considerations for selling replica cars, engine packages, or vehicle parts.

Webinar Details

Title: A New Era for Replica Cars: How Manufacturers and Suppliers Can Take Advantage of Industry-Friendly Regulations

• What is the definition of “replica car”?
• How will replica cars be regulated by NHTSA?
• How will the cars meet current model year emissions standards?
• What are the rules for engine packages to be installed in the cars?
• When and how do companies register with NHTSA, EPA, and CARB?

Register now.

SEMA News—February 2021

NEW PRODUCTS

By John Stewart

Tire Innovations for 2020

Tires & Related New Products

Twenty-eight tire companies participated in SEMA360, and those companies contributed a significant proportion of the more than 2,200 new products entered into the SEMA360 New Product Showcase during the 2020 SEMA Week, November 2–6.

Tires and tire-related products received their fair share of accolades from the New Product Showcase judges, with Mickey Thompson Tires winning two awards—including one in the Powersports segment—and Bartec USA and ATEQ TPMS Tools also earning runner-up nods from the judges in their launches of innovative tools for tire service. Another recognized innovation, this one from Tire Stickers, was the smart tire sensor solution, a race-bred device capable of measuring tire condition and reporting via a
mobile app.

The following pages highlight the new tire and accessory products launched in 2020 via the SEMA360 New Products Showcase.

Tires and Accessories From the SEMA360 New Products Showcase

ATEQ TPMS Tools
VT5s Sensor Activation Tool

The VT5s TPMS tool activates OE and aftermarket sensors. The tool has the ability to reset domestic and European vehicles as a standalone tool by activating the sensors as part of the manual or auto relearn process.

734-838-6119
www.ateq-tpms.com
PN: VT5S-0000

ATEQ TPMS Tools
Quickset X Summer/Winter Tire Reset Tool

The ATEQ Quickset X TPMS reset tool is designed to scan vehicle sensors and reset the TPMS system. The Quickset X is the successor to the well-known Quickset TPMS reset tool. The tool can be used for swapping summer/winter tires, resetting a TPMS system after programming new sensors, or after rotating tires.

734-838-6119
www.ateq-tpms.com
PN: QUICKSETX

ATEQ TPMS Tools
VT 37 TPMS Reset, Trigger and Programming Tool

The brand-new VT37 is said to be the ideal tool for DIYers, technicians and front counter workers. It is designed to activate, read and service all major OEM and aftermarket sensor brands as well as perform vehicle-specific TPMS relearn procedures. Quarterly updates allow for effortless maintenance, making it the perfect partner for servicing TPMS.

734-838-6119
www.ateq-tpms.com
PN: VT37-0000

Bartec USA
Tread Depth Gauge

Measuring remaining tire tread is a critical first step in a new-tire sale. Accurate tools make for better inspections. The TDG50 is Bartec’s entry-level offering for tread depth measurement. The TDG50 measures in 30 seconds and quickly helps technicians provide an accurate reading. Bartec says every tech should have one in his or her pocket.

586-685-1300
www.bartecusa.com

Atturo Tire
AZ850 Ultra-High-Performance Muscle-Car Series

New Sizes: 265/45ZR20 108Y XL; 285/30ZR20 99Y XL; 305/30ZR20 103Y XL; 255/35ZR20 97Y XL; 305/30ZR19 102Y XL; 305/35ZR20 107Y XL; 265/35ZR20 99Y XL; 275/35ZR20 102Y XL; 285/35ZR20 104Y XL; 285/35ZR19 103Y XL; 245/40ZR20 99Y XL; 275/40ZR19 105Y XL; 245/45ZR20 103Y XL; 315/30ZR20 104Y XL.

855-632-8031
www.atturo.com
PN: AZ850-A7KM0AFE

Atturo Tire
Trail Blade ATS-Sport Series

Available sizes: 285/45R22 114H XL; 245/65R17 111T XL; LT245/70R17 119/116S 10 PR; 33x150R17 120Q 10 PR; 245/60R18 109H XL; 265/60R18 110S; 265/65R18 116T XL; LT275/65R18 123/120S 10 PR; LT265/70R18 124/121S 10 PR; LT285/60R20 125/122Q 10 PR; 33x150R20 121Q 12 PR; 35x150R20 126Q 12 PR; 305/35R24 112H XL.

855-632-8031
www.atturo.com
PN: TBATS-P9HH0AFA or TBMTS-L73D0AFA

Bartec USA
Rite-Sensor

The Rite-Sensor is Bartec’s single-part, multi-frequency, programmable replacement TPMS sensor. The Rite-Sensor makes TPMS service more profitable. Rite-Sensor improves inventory because one sensor replaces hundreds. The process of programming is handled by Rite-Sync. Sensors are programmed during relearn.

586-685-1300
www.bartecusa.com
PN: RS-1000

Bartec USA
TPMS Service Cabinet

The Bartec TPMS service cabinet contains 315 of the most popular TPMS service kits, aluminum valve kits, rubber valve kits, and 20 Rite-Sensors. The Bartec TPMS service cabinet is a great way to get started with better TPMS service while getting a service bay better organized. The cabinet includes $1,600 in resellable replacement parts.

586-685-1300
www.bartecusa.com
PN: RS-1000-CAB01

Bartec USA
Digital Tire Inflator

Every tire-repair program needs an accurate tire inflator. Bartec’s digital tire inflator is a three-in-one tool. It’s a high-tech inflator with a range of 7–175 psi. It measures tire pressure and is accurate to ±.1 psi. The DTI020 also deflates air. The ergonomic design makes one-hand operation a breeze. The DTI020 also has a quick-connect air chuck.

586-685-1300
www.bartecusa.com
PN: BSTDTI020

Bartec USA
Tech600Pro

Bartec says that the wireless capacities of the Tech600 make it the fastest tool available in North America. TPMS relearns take just seconds. Connect the wireless VCI to the OBD-II port, and the make-model-year are detected and decoded in mere seconds, so the tool is ready for action. The graphical user interface makes the Tech600Pro very easy to learn and operate.

586-685-1300
www.bartecusa.com
PN: WRT600PRO

Bartec USA
Tech450Pro

The Tech450Pro is a premier TPMS scan tool and the direct replacement for the Tech400Pro. This high-end tool offers many advanced features that will help the ability to service many more TPMS vehicles from Wi-Fi updating and inductive charging to the ability to adjust recommended inflation pressure settings.

586-685-1300
www.bartecusa.com
PN: WRT450PRO

Cerebrum Smart Tire Technologies
Tire Sensor Solution

Said to be the first aftermarket tire sensor capable of measuring advanced tire analytics, including pressure, temperature and tread depth. Cerebrum was released in 2019 and now features load measurement—ideal for trucks, RVs and fleets. Cerebrum sensors can connect to most wireless receivers, and analytics are available in the mobile app and cloud for telematics.

424-272-5262
www.cerebrumsensor.com
PN: CEREBRUMBOOST

Coker Tire
BFGoodrich Silvertown Radial 275/65R16 Tire

The new BFGoodrich Silvertown Radial 275/65R16 tire adds to the existing product line offered by Coker Tire Co. The new size offers additional options for classic truck enthusiasts and hot rodders who are looking for a large tire to fit 16-in. wheels. The tires are available in blackwall and wide whitewall configurations.

800-251-6336
www.cokertire.com
PN: 6764324

51337_jpg

Coker Tire
Avon Turbospeed Tires

 

The Avon Turbospeed is a line of speed- rated bias-ply and radial tires designed for precise OE fitment on sports cars and luxury sedans from the ’40s–’70s. This product line features nine sizes to fit 13-, 15- and 16-in. wheels with speed ratings of S, H and V, depending on the size of the tire.

800-251-6336
www.cokertire.com
PN: 64753

Coker Tire

Dunlop Sport Classic Tires

The new line of Dunlop Sport Classic tires features a clean black sidewall and a classic tread pattern, offering a perfect look and excellent sizing options for vintage sports cars. The product line features 15 sizes, with fitments for 13-, 14- and 15-in. wheels, and it features speed ratings of H, V and W, depending on the size.

800-251-6336
www.cokertire.com
PN: 629947

Gliptone Car Care Products
Pink Shine Sprayable Water-based Dressing

This unique formula offers the convenience and flexibility of a ready-to-use product. Pink Shine is equally effective for all interior and exterior applications. Pink Shine is also compatible with most automated tire shine application equipment.

631-567-7250
www.gliptone.com
PN: GT35001

Gliptone Car Care Products
Rubber Dressing RTU

Rubber Dressing RTU is a ready-to-use premium sprayable nonsilicone polymer-blend dressing designed for use on automobile interiors and exterior tires and rims. This formula uses the latest technology to restore and provide a rich, lustrous gloss and lasting protection without the use of silicone. Nonstaining formula easily wipes off.

631-285-7250
www.gliptone.com
PN: GT33201

50142_jpg

Electr Coating
Electr Coating

GT Radial
Maxtour LX

Maxtour LX delivers a premium ride and all-season performance with a 70,000-mi. tread-life warranty. It features full-depth sipes for excellent traction in the wet and light snow, and the harmonically optimized pitch sequencing design limits road noise. A 24-hour roadside assistance and road hazard warranty is included.

909-980-0968
www.gtradial-us.com/comfort/maxtour-lx

“With the exception of the Asia-Pacific, the coronavirus will cause a sharp and broad global economic contraction in 2020. New-vehicle sales have stalled, damaging premium OEM fitment demand, in particular. Simultaneously, working from home and reduced economic activity has led to fewer miles travelled, less wear and, hence, a reduction in replacement tire purchases. As the economy works to emerge from one of the most severe downturns on record, premium and prestige tire sales will face the same challenges as the broader industry.”—Janice Young, Commissioning Editor, Smithers Information

Energizer Holdings
Armor All Extreme Shield Ceramic Tire Coating

Armor All Extreme Shield ceramic tire coating’s dirt-repelling formula shines and protects and leaves behind a durable barrier using SiO2-based technology that helps tires stay clean longer. Non-greasy, medium shine. Endures for weeks against rain, dirt and multiple car washes. Easy-to-use multidirectional aerosol spray with uniform coverage.

678-459-8873
www.armorall.com
PN: 19401

GT Radial
Adventuro SX2 RS

Champiro SX2 RS is an evolution of the previous SX2 design. Utilizing all the strong points of the original SX2, the SX2 RS applies an all-new tread compound to refine the tire’s performance. Keeping the extremely aggressive and proven asymmetric tread design, it offers increased cornering
stability and grip in dry and wet conditions.

909-980-0968
www.gtradial-us.com/sport/champiro-sx2-rs

GT Radial
Adventuro HT

Adventuro HT is designed with comfort and control in mind. The advanced tread design and robust 60,000-mi. tread-life warranty offer drivers the optimal balance of form and function. With features such as full-depth sipes, chamfered tread edges and a continuous center rib, users can drive with confidence and control. Dual sidewall design available.

909-980-0968
www.gtradial-us.com/suv-pickup/adventuro-atx

GT Radial
Adventuro ATX

Adventuro ATX is an on- and off-road all-terrain. With a Three-Peak Mountain Snowflake (3PMS) rating, it is a solution for reduced traction in winter conditions. The sidewall cleats and stair-step grooves are designed to deliver premium off-road performance, while a cut- and chip-resistant compound ensures that the integrity of the tread is not compromised.

909-980-0968
www.gtradial-us.com/suv-pickup/adventuro-atx

Hamaton TPMS
TPMS Replacement Parts

Hamaton says that it provides the largest selection of replacement parts (valves and service kits) in the market, covering 100% of OE and aftermarket sensors that can be ordered in boxes of 10 or as part of a starter kit.

248-308-3856
www.hamaton-tpms.us.com

Hamaton TPMS
U-Pro Hybrid 0 Universal TPMS Sensor

The U-Pro Hybrid 0 universal sensor is said to be the only one-SKU TPMS solution needed, boasting dual frequencies, configurable and programmable technologies and a dual-valve option.

248-308-3856
www.hamaton-tpms.us.com

Mickey Thompson Tires & Wheels
Baja Boss A/T

This all-new Baja Boss A/T hybrid all-terrain tire is available in a variety of sizes to fit 16-, 17- 18-, 20-, 22- and 24-in. wheels. It blends extreme Sidebiters for a bold look and serious grip with an all-new silica-reinforced compound, providing long-wearing all-weather performance and cut/chip resistance. Includes a 50,000-mi. treadwear warranty and 3PMS on most sizes.

330-928-9092
www.mickeythompsontires.com

Oro-Tek/iM TPMS
iM TPMS Sensors

iM TPMS is preloaded with all needed information. It has the same fit and function as OE sensors and can work with TPMS tools that tire shops already own. To use the same relearn procedures as OE sensors, iM TPMS has developed a full line of single-protocol sensors and is said to be the most reliable choice in the TPMS market.

+886-4-2531-6071
www.oro-tek.com, www.imtpms.com

Qingdao Crowntyre Industrial Co. Ltd.
Farm

This tractor tire for drive wheel and load wheel provides excellent traction, self-cleaning and cut resistance. Powerful traction and good cut resistance deliver longer tire life. Specially designed lug profiles for full traction power and self-cleaning. Powerful pattern and wear resistance.

+86-53280903638
www.crowntyre.com

Qingdao Crowntyre Industrial Co. Ltd.
STR

For all-steel STR, the lug and block pattern is designed to improve traction, driving and braking performance. The special tread compound and design provide low heat buildup and rolling resistance and minimized gasoline consumption. For ST Radial, the long-life special tread design offers super grip on wet road surfaces and minimized driving noise.

+86-53280903638
www.crowntyre.com

Qingdao Crowntyre Industrial Co. Ltd.
LTR

The aggressive hook-shaped tread design delivers excellent off-road traction while maintaining great on-road performance. Innovative blade sipes significantly improve traction performance and tread life. Innovative stone ejectors between blocks improve driving stability for gravel road conditions and guarantee a longer service life.

+86-53280903638
www.crowntyre.com

“In the era of IoT and advanced vehicle systems, tires are still in the Stone Age…We will be introducing our new load and alignment features to the Cerebrum [smart tire sensor] application in the coming months, which will not require any hardware changes for existing customers. We will be introducing a two-wheel-specific sensor in 2021 as well as a specialized fleet receiver for extended-length medium- and heavy-duty vehicles and cloud-based telematics. We are excited to collaborate with tire and automotive OEs to pioneer the incorporation of advanced tire analytics and pave the way for smart-tire technology.”—Keith Ferry, Founder and CEO, Cerebrum Sensor Technologies

Qingdao Crowntyre Industrial Co. Ltd.
PCR

For CF20, the four-rib design with wide optimized footprint provides for a stable ride under heavy loads and even wear for long mileage. The stabilized shoulder design with heat-dissipating grooves prevents heat buildup in severe load operating conditions as well as improving durability. For CF5, the large stiff tread blocks offer superior traction.

+86-53280903638
www.crowntyre.com

Sarveshwari Engineers
Chrome Protect Dust Cap Loose Wheel Nut Indicator

Chrome Protect Dust Cap Loose Wheel Nut Indicator includes a soft plastic insert fitted inside to provide better grip with lug nuts and makes them easy to put on and take off. Prolongs the service life of studs and nuts through protection from corrosion, weathering and damage. Complements the look of vehicles with chrome wheels.

+91-11-27023750
www.sarveshwari.com
PN: 224332CH

Rimfinity
Wheel Rim Protector

The Rimfinity wheel rim and tire protector provides endless protection and style. Totally original and unique next-generation design with zero join that fits above the wheel and over the tire. Superior natural rubber means no hard plastics. Size-specific. Fast fit in three minutes per wheel. Designed and manufactured in the United Kingdom.

+44-1823432144
www.rimfinity.co.uk
PN: RIMFIN15RED

Saveshwari Engineers
Silk Lever

Silk Lever Smooth is heavy-duty and sturdy. One side is screwed with two strong protective Nylon 6 plastic inserts and one insert
on the other side of the lever. No separate boot is required for shifting position to avoid direct contact between rim and lever. Forged chrome vanadium steel, hardened and tempered.

+91-11-27023750
www.sarveshwari.com
PN: 225301

Saveshwari Engineers
Tubeless Tire Mount/Demount Tool Kit for 17.5-in. Tires

Tubeless tire mount/demount tool kit for 17.5-in. tires. Specifically designed to mount/demount 17.5-in. tires without damaging the tire bead and rim.

+91-11-27023750
www.sarveshwari.com
PN: 220905

Shandong New Continent Tire Co. Ltd.
Roadcruza RW777 Winter SUV/UHP

Sizes : 245/45R20; 245/50R20; 275/35R20; 275/40R20; 275/45R20; 285/50R20; 315/35R20; 275/45R21; 275/50R21; 275/40R22; 215/75R15; 235/70R16; 215/50R17; 235/45R17; 235/55R17; 245/75R17; 285/70R17; 215/55R18; 225/45R18; 235/50R18; 235/55R18; 235/65R18; 245/50R18; 255/40R18; 255/45R18; 265/60R18; 275/45R18; 285/60R18; 225/45R19; 235/50R19; 245/45R19; 245/55R19; 255/45R19; 275/40R19,

+86-53281637060
www.snctire.com

Shandong New Continent Tire Co. Ltd.
Roadcruza Ice-Fighter 1 Winter HP

Available sizes: 205/55R16; 165/70R13; 165/70R14; 175/65R14; 175/70R14; 185/60R14; 185/65R14; 185/70R14; 175/65R15; 185/60R15; 185/65R15; 195/50R15; 195/55R15; 195/60R15; 195/65R15; 205/65R15; 195/55R16; 205/60R16; 215/55R16; 215/60R16; 225/55R16; 205/50R17; 215/55R17; 225/50R17; 225/55R17.

+86-53281637060
www.snctire.com

Shandong New Continent Tire Co. Ltd.
Roadcruza RA510 HP

Sizes: 215/60R16; 155/80R13; 165/65R13; 175/60R13; 185/70R13; 185/60R14; 185/65R14; 185/70R14; 195/60R14; 195/65R14; 195/70R14; 205/60R14; 205/70R14; 215/70R14; 185/55R15; 185/60R15; 185/65R15; 195/50R15; 195/55R15; 195/60R15; 195/65R15; 205/50R15; 205/55R15; 205/60R15; 205/65R15; 205/70R15; 215/60R15; 215/65R15; 215/70R15; 225/60R15; 235/60R15; 195/55R16; 195/60R16; 205/55R16; 205/60R16.

+86-53281637060
www.snctire.com

Shandong New Continent Tire Co. Ltd.
Roadcruza RA2000 H/T

Available sizes: 265/70R17; 235/75R15; 215/65R16; 215/70R16; 225/70R16; 235/70R16; 245/70R16; 255/70R16; 265/70R16; 235/60R17; 245/65R17; 245/70R17; 265/65R17; LT235/75R15; LT215/85R16; LT225/75R16; LT235/85R16; LT245/75R16; LT265/75R16; LT245/75R17; LT265/70R17; 31-10.50R15LT.

+86-53281637060
www.snctire.com

Shandong New Continent Tire Co. Ltd.
Roadcruza RA1100 A/T

LT265/70R17; P245/70R16; 175/80R14; 205/60R15; 205/65R15; 205/70R15; 215/75R15; P235/75R15; 205/60R16; 215/65R16; P215/70R16; P225/70R16; P235/70R16; LT285/60R18; LT285/65R18; LT245/55R19; LT255/55R19; LT245/50R20; LT265/50R20; LT285/50R20; LT275/55R20; LT275/60R20; LT275/65R20; LT285/55R20; LT305/55R20; LT305/60R20; LT285/45R22; 31-10.50R15LT; 35-150R17LT.

+86-53281637060
www.snctire.com

Shandong New Continent Tire Co. Ltd.
Roadcruza RA3200 M/T

Sizes: 35-150R24LT; 37-150R22LT; 33-150R24LT; 37-150R24LT; 40-15.50R24LT; 37-150R26LT; 40-15.50R26LT; LT205/70R15; LT215/75R15; LT235/75R15; LT305/70R16; LT225/75R16; LT245/75R16; LT265/75R16; LT285/75R16; LT315/75R16; LT215/85R16; LT235/85R16; LT265/70R16; LT265/65R17; LT265/70R17; LT285/70R17; LT275/65R18; LT285/65R18; LT275/55R20; LT285/55R20; 31-10.50R15LT.

+86-53281637060
www.snctire.com

Shandong New Continent Tire Co. Ltd.
Roadcruza RA8000 R/T

Available sizes: 38-15.5R17; LT265/65R17.

+86-53281637060
www.snctire.com

Shandong New Continent Tire Co. Ltd.
Comforser CF360 Winter (Commercial)

Available sizes: 185R14C; 215/75R14C; 195/70R15C; 215/70R15C; 225/70R15C; 185/75R16C; 195/65R16C; 195/75R16C; 205/65R16C; 215/65R16C; 235/65R16C.

+86-53281637060
www.snctire.com

Shandong New Continent Tire Co. Ltd.
Comforser CF970 Winter (Studdable)

Available sizes: 195/65R15; 185/75R16C.

+86-53281637060
www.snctire.com

Shandong New Continent Tire Co. Ltd.
Comforser CF950 Winter (Studless)

Available sizes: 225/40R18; 215/65R16; 215/70R16; 245/70R16; 215/60R17; 225/45R17; 225/60R17; 225/65R17; 235/60R17; 235/65R17; 265/65R17; 235/60R18; 245/45R18; 255/55R18; 255/50R19.

+86-53281637060
www.snctire.com

Shandong New Continent Tire Co. Ltd.
Comforser CF620 HP

Available sizes: 155/65R13; 155/80R13; 165/65R13; 165/70R13; 175/70R13; 185/70R13; 165/70R14; 165/80R14; 175/65R14; 175/70R14; 185/60R14; 185/65R14; 185/70R14; 195/60R14; 185/60R15; 185/65R15; 195/55R15; 195/60R15; 195/65R15; 205/60R15; 205/65R15; 205/55R16; 205/60R16; 205/65R16; 215/60R16.

+86-53281637060
www.snctire.com

Shandong New Continent Tire Co. Ltd.
Comforser CF610 HP

Available sizes: 165/65R13; 165/70R13; 175/70R13; 165/55R14; 165/70R14; 175/65R14; 175/70R14; 165/55R15; 165/60R15; 175/65R15.

+86-53281637060
www.snctire.com

Shandong New Continent Tire Co. Ltd.
Comforser Sports K4 HP

Available sizes: 165/60R15; 155/65R14; 165/55R14; 165/60R14; 165/65R14; 185/75R14; 155/60R15; 165/45R15; 165/50R15; 165/55R15; 165/65R15; 175/55R15; 175/60R15; 165/40R16; 165/45R16; 165/50R16.

+86-53281637060
www.snctire.com

Shandong New Continent Tire Co. Ltd.
Comforser CF350 Commercial/Van

Available sizes: 215/60R17C; 155R13C; 165R13C; 175R13C; 165R14C; 185R14C; 195R14C; 195R15C; 165/70R13C; 165/70R14C; 175/65R14C; 175/70R14C; 185/70R14C; 195/70R15C; 205/65R15C; 215/65R15C; 175/75R16C; 185/75R16C; 195/65R16C; 215/60R16C; 215/75R16C; 235/65R16C; 235/60R17C; LT185/85R16.

+86-53281637060
www.snctire.com

Shandong New Continent Tire Co. Ltd.
Comforser CF700 UHP

Available sizes: 225/45ZR17; 195/40ZR17; 205/40ZR17; 205/45ZR17; 215/40ZR17; 215/45ZR17; 235/45ZR17; 245/40ZR17; 215/35ZR18; 225/40ZR18; 235/40ZR18; 245/45ZR18; 235/35ZR19; 245/45ZR19; 255/40ZR19; 275/40ZR19; 225/30ZR20; 225/35ZR20; 245/35ZR20; 245/40ZR20; 275/35ZR20.

+86-53281637060
www.snctire.com

Shandong New Continent Tire Co. Ltd.
Comforser CF720 UHP

Available sizes: 295/30ZR26; 245/30ZR22; 245/35ZR22; 245/40ZR22; 265/35ZR22; 295/25ZR22; 295/30ZR22; 305/40ZR22; 305/45ZR22; 255/30ZR24; 275/25ZR24; 295/35ZR24; 305/35ZR24; 275/25ZR26; 305/30ZR26; 295/25ZR28; 305/25ZR28; 325/30ZR28.

+86-53281637060
www.snctire.com

Shandong New Continent Tire Co. Ltd.
Comforser CF4000 SUV/CUV RFT

Available sizes: 275/45ZR20; 225/55ZR18; 225/60R18; 245/50ZR18; 245/60R18; 255/55ZR18; 255/55ZR19; 245/40ZR20; 265/50ZR20; 275/40R20; 275/55ZR20; 285/50ZR20; 295/35ZR21; 245/50RF18; 255/55RF18.

+86-53281637060
www.snctire.com

Shandong New Continent Tire Co. Ltd.
Comforser CF710 UHP RFT

Sizes: 185/50R16; 95/45R16; 195/50R16; 205/45R16; 205/50R16; 215/55R16; 225/55R16; 195/40ZR17; 205/40ZR17; 205/45R17; 205/50R17;
205/55R17; 215/45ZR17; 215/50R17; 215/55R17; 225/45ZR17; 225/50R17, 245/40RF18; 245/40RF19; 205/55RF16; 225/45RF17; 225/50RF17; 225/55RF17; 225/40RF18; 225/45RF18; 245/45RF18; 255/40RF18; 235/55RF19; 245/45RF19; 255/50RF19; 275/35RF19; 275/40RF19.

+86-53281637060
www.snctire.com

Shandong New Continent Tire Co. Ltd.
Comforser CF2000 H/T

Sizes: 265/60R18; 205/70R14; 205/70R15; 215/75R15; 225/75R15; 235/75R15; 205/60R16; 205/65R16; 215/65R16; 215/70R16; 225/70R16; 235/70R16; 245/70R16; 255/70R16; 265/70R16; 265/75R16; 275/70R16; 215/60R17; 225/60R17; 225/65R17; 235/55R17; 235/60R17; 235/65R17; 245/65R17; 255/65R17; 265/65R17; 275/65R17; 285/65R17; 215/55R18; 235/50R18; 235/55R18; 235/60R18; 265/65R18 275/65R18 275/60R20;

+86-53281637060
www.snctire.com

Shandong New Continent Tire Co. Ltd.
Comforser CF1000 A/T

Sizes: OWL P265/65R17; OWL P215/75R15; OWL 225/70R15; OWL P235/75R15; OWL P215/70R16; OWL 235/55R16; OWL 235/60R16; OWL P235/ 70R16; OWL P245/70R16; OWL 255/70R16; OWL P265/70R16; OWL 225/60R17; OWL 255/ 60R18; OWL 285/60R18; OWL 265/50R20; OWL LT235/ 85R16; OWL LT245/75R16; OWL LT265/70R16; OWL LT265/75R16; OWL LT285/75R16; OWL LT265/70R17; OWL LT285/70R17; OWL30-9.50R15LT.

+86-53281637060
www.snctire.com

Shandong New Continent Tire Co. Ltd.
Comforser Thruster Off-Road

Available sizes: 31-10.50-16LT; 31-10.50-15LT; 32-10.50-16LT; 33-10.50-16LT; 35-10.50-16LT.

+86-53281637060
www.snctire.com

Shandong New Continent Tire Co. Ltd.
Comforser CF3000(F2) M/T

Available sizes: 37-150R18LT; 245/55R19; LT265/70R16; LT275/70R16; LT235/65R17; LT245/65R17; LT235/65R18; LT265/60R18; LT285/60R18; 40-150R17LT; 40-15.50R20LT.

+86-53281637060
www.snctire.com

Shandong New Continent Tire Co. Ltd.
Comforser CF3000 M/T

Sizes: 35-150R26LT; 42-15.50R28LT; 35-150R22LT; 255/55R19; LT205/70R15; LT215/75R15; LT235/75R15; LT185/85R16; LT215/85R16; LT235/70R16; LT245/70R16; LT265/75R16; LT285/75R16; LT315/75R16; LT265/65R17; LT275/65R18; LT285/65R18; 33-150R18LT; 35-150R18LT; 35-150R20LT; 35-150R20LT; 37-150R20L; 31-10.50R15LT; 33-150R15LT; 37-150R17LT; 38-15.50R20LT.

+86-53281637060
www.snctire.com

Shandong New Continent Tire Co. Ltd.
Roadcruza and Comforser

Shandong New Continent Tire Co. Ltd. is a large, modernized manufacturer of passenger car radial tires and carbon black. As one of the most famous PCR manufacturers in China, the company owns two brands: Comforser and Roadcruza. The two brands have successively passed all kinds of system certifications.

+86-53281637060
www.snctire.com

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Suretrac Tires
R/T WildClimber Rugged Tire

Suretrac Tires has added a rough-terrain RT tire to its tire portfolio. It is targeted at drivers who want a combination of off-road performance and on-road comfort. The new rough-terrain tire has large, aggressive tread blocks with ample grooves for off-road mud, dirt and snow grip.

206-960-4588
www.suretractires.com
 

Suretrac Tires
Four-Season Truck Tire RT369F

Suretrac’s four-season truck tire RT369F is a premium regional and highway tire designed for four-season traction. The versatile tire is ideal for all weather conditions and features an aggressive symmetrical tread design for exceptional traction in mud, snow and
ice conditions.

206-960-4588
www.suretractires.com

Suretrac Tires
H/T Wideclimber Highway Terrain Tire

Suretrac’s Wideclimber H/T tire is a versatile and value-priced light-truck tire for highway driving. It provides a great ride with strong wet and snow performance for the LT segment. Advanced modeling and compounding provide the tire with strength and durability.

206-960-4588
www.suretractires.com

Suretrac Tires
Infinite Sport 7 Ultra-High-Performance Tire

The ultra-high-performance summer tread offers aggressive looks and performance with long tread life. The maximum-performance tread provides strong grip in wet and dry conditions. The symmetrical, diagonal tread pattern drains water from the tire for consistent contact on wet road. The racing construction allows for precise control and improved grip.

206-960-4588
www.suretractires.com

TCS Technologies
Inspect

The TCS Inspect app is a revolutionary way to inspect, share results and engage customers. Capture pictures and videos of preexisting conditions and broken or damaged parts. Email or text results to customers for a faster response. Real-time consumer interface in live feed. Eliminate paper for easier records and viewing anywhere at any time.

888-449-8473
www.tcstire.com

Tire Stickers
Cerebrum Boost Smart Tire Sensor Solution

Said to be the first aftermarket tire sensor capable of measuring advanced tire analytics, including pressure, temperature and tread depth. Released in 2019 and now features load measurement—ideal for trucks, RVs and fleets. Cerebrum sensors can connect to most wireless receivers, and analytics are available in the mobile app and the cloud for telematics.

424-272-0321
www.tirestickers.com
PN: CEREBRUMBOOST

Trac-Tire Rotation Assistance Cart/Tire Jack
Trac Tire Jack

The Trac Tire Jack assists with the removal and installation of a wheel/tire assembly from a vehicle with ease. Using leverage, the technician simply lifts and lowers the wheel on and off of the vehicle, thereby saving his or her back and arms. The Trac Tire Jack is a must for safety in the workplace.

720-231-1839
www.liftwithtrac.com
PN: tractirejack1

Zhongce Rubber Group Co. Ltd.
Arisun AT570

A wide-base super single-tire applicable for both steering and trailer service. The computer-designed tread structure provides even wear with less pressure on the road. The long-life tread compound with less heating enhances the original tread life. A strong steel belt improves the casing durability and promotes multiple retreads.

909-598-5585
www.arisuntires.com

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Zhongce Rubber Group Co. Ltd.
Arisun AD755

A premium wide-base drive tire suitable for long-haul applications. Robust tread blocks offer outstanding traction in both wet and dry road conditions. Enhanced tire carcass guarantees lateral stability, longer mileage and easy retreadablity.

909-598-5585 x5
www.arisuntires.com

By Ashley Reyes

SEMA Virtual Education includes a comprehensive library of on-demand sessions that members are invited to access anytime, anywhere. Available at www.sema.org/virtual-education, the upcoming calendar is filled with live, simu-live and debut recordings that provide SEMA members with an opportunity to hear from and engage with leading experts, as well as learn about the most current hot topics and trends.

Upcoming sessions are listed below, with new sessions announced throughout the year. Stay tuned to SEMA eNews as new events are announced weekly

Tuesday, January 26, 2021 – Navigating Career Advancement Conversations
Series: Sharpen Your Soft Skills Series, powered by SBN
Track: Industry Segments, powered by SEMA Councils and Networks

As the new year begins, it’s time to think about your career. Promotions and job advancements are likely top of mind, but asking for a raise or promotion is not always easy. In “Navigating Career Advancement Conversations," owner of HR Culture Geek Elizabeth Jacobs will help attendees understand the best methods to connect with management to successfully attain salaries, raises and promotions. The one-hour session will address how to avoid what can potentially be an uncomfortable conversation, and how to focus the discussion on their work and not the finances.

Register here.

Wednesday, January 27, 2021 – What Now? Industry Path in the Wake of Disruption
Series: SEMA Industry Insights Series
Track: Trends & Research

As aftermarket businesses enter the new year, the state of the industry will be closely watched for new sales trends and market planning. Join SEMA Market Research as they introduce potential scenarios for 2021 and explore the industry’s path in the wake of disruption, the economy, and changes in vehicle segment sales and market size.

Register here.

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.

Register here.

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.

Location: SBN Facebook page

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 and logistics, marketing and communications and sponsorship and exhibitor sales, and oversees the world’s premier overland and adventure travel event, Overland Expo.

Location: YEN Facebook page

By SEMA Editors

The Austin Hatcher Foundation for Pediatric Cancer is welcoming three new members to its board of directors in 2021.

The first member being added is Eric Fuller, president and CEO of U.S. Xpress. A 21-year veteran with U.S. Xpress, he was named president and CEO in 2017. In this role, his focus is driving the digital transformation of a traditionally low-technology industry by using machine learning and behavioral science. Fuller’s background will provide vital insight as the foundation grows to new service areas.

“I believe in the mission of the Austin Hatcher Foundation,” Fuller said. “I hope my experience running a large business can provide value to the foundation as they look to expand their reach.”

The second new addition is Rose Kawasaki, vice president of Exports International. She has 33 years of business management experience and volunteering in the non-profit sector. Through her role with Exports International, she has developed strong ties to the automotive community and aftermarket industry, which she brings to the foundation’s Industrial Arts Therapy division. She was the chairwoman of the SEMA Businesswomen’s Network (SBN) and the vehicle build chairwoman for the 2012 SEMA SBN Mustang Build Powered by Women. Through her guidance, the vehicle’s marketing campaign in New York City’s Times Square received the Regan Advertising Award.

“I’ve always felt a connection with the community approach that’s at the core of the foundation’s vision,” Kawasaki said. “Providing these children with meaningful programs also allows us to care for the family unit, which is where my heart is. I look forward to working with the rest of the team to heighten awareness of pivotal programs, along with the needs of the foundation.”

Albert Leavengood is the third addition to the foundation’s board. He’s a 22-year veteran with Cigna, where he currently serves as an operations leader, and helps create a multi-year service strategy. Both Leavengood and his wife Karen have been supporters and volunteers of the foundation for more than eight years. Through his career in healthcare and corporate responsibility, Leavengood brings valued knowledge that will help the foundation create new and impactful partnerships with businesses on a large scale.

“I’m looking forward to serving families impacted by pediatric cancer, not only in Chattanooga, but also in many communities throughout the U.S.,” Leavengood said. “Being involved for as long as we have, we’ve seen the foundation grow and serve patients in a meaningful way throughout the country. I hope I can be part of spreading the news about the important work the foundation does.”

By John Santos

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Schedules for the 2021 MPMC Media Trade Conference were finalized and sent to all participants this week. All meetings will be held within a virtual ballroom in an online platform next week, January 26–28. A webinar will be held for media this Friday, January 22, at 10:00 a.m. (PST), to help navigate through the online platform. Register now for this webinar.

Here are a few tips that can be useful to media participants with the year’s online event:

• This online platform is most compatible with the Google Chrome browser. It’s recommended to have your Google Chrome browse updated to the latest version prior to the event.
• Review the exhibitor directory to learn more about the manufacturers you’ll be meeting with.
• Have you schedule readily available to jump from meeting to meeting.

For more information about this event, visit www.sema.org/mtc.

By Ashley Reyes

The SEMA Businesswomen’s Network named Cora Jokinen as this week’s #SheIsSEMA Spotlight Member. Jokinen is a volunteer on the SBN select committee, and the president of Torq-Masters Industries, a manufacturer in precision automatic locking differentials for the aftermarket automotive industry.

SEMA: How many years have you been with your current company and what do you enjoy most about working there?

Cora Jokinen: I acquired Torq-Masters in 2014 after being a formerly sponsored driver of Torq-Masters. Meeting fellow enthusiasts is what we enjoy the most followed up closely with innovating new products.

SEMA: What is most challenging part of running your business or job?

CJ: Customer Service. We know what it feels like when USPS loses a part you need to make a trail ride tomorrow and the disappointment that can cause. Or if you are wrenching over the weekend and need to drive to work on Monday morning but have a question about an install and your vehicle is all torn apart. We treat our customers like our friends and try to go out of our way to make their experience awesome and easy—anytime, everyday.

SEMA: Being a woman in the industry, what have been your biggest challenges and accomplishments? Do you have a specific situation that comes to mind?

CJ: I think being a woman in the automotive industry is an opportunity, not a challenge. If some people expect less of you, and you deliver more, then that’s an even bigger win. One of my first accomplishments in the automotive industry was I won rookie of the year, the first female Monster Jam tech (who was never a registration coordinator prior or related to another tech official) official to do so. Other accomplishments are a number of patents I’ve developed since owning the business.

SEMA: Who are your role models or mentors in the industry? How have they helped you along the way?

CJ: Jessi Combs inspired me to go out and take welding classes in 2003 and inspired confidence that I can design and make my own parts. Then later her Rally and Racing inspired me to compete in the Rebelle Rally and race King of the Hammers. She is a legend and has inspired so many people in meaningful ways. Charlene Bower has inspired and mentored me in business, marketing and PR. Emily Miller taught us how to complete with grace and confidence.
SEMA: What is the best career advice you have received? How has this advice helped you either professionally or personally?

CJ: Anyone with project management skills can be great managers and business owners. Doesn't matter which industry your PM skills are in, they translate over to any industry. This has given me confidence to drastically switch career paths when I transitioned into the automotive industry.

Do you know, or are you, a woman with a career in the automotive industry? Fill out a #SheIsSEMA spotlight form to submit a self-nomination or nominate a colleague and highlight how you or she is contributing to the specialty-equipment industry. Selected candidates are automatically eligible to be considered for SBN’s #SheIsSEMA Woman of the Year award, featured on SBN’s social media, SEMA eNews and recognized on the www.sema.org/she-is-sema website.