SEMA manufacturing members got a hands-on preview of the Mazda5 during a recent Measuring Session held at SEMA's headquarters.

Things move fast in today's automotive industry. With numerous mainstream automakers constantly releasing new models, high-performance versions and mid-cycle updates, the slightest changes often impact the performance and fit of specialty-equipment components. And those companies with existing components are never assured of an accurate fit when the a new model or update rolls off the assembly line.

Now in its fourteenth year, the SEMA Measuring Session program is in place to provide specialty-equipment manufacturers access to new vehicles before they hit dealerships or immediately upon release. These are not simply preview sessions. Participants are allotted 30 minutes to climb in and around the vehicle, taking measurements and pulling off parts for closer examination. For many of the sessions cameras are allowed, and two people per company can investigate the vehicle at once. In addition to the presence of the vehicle, oftentimes staff from participating automakers are on hand to answer questions and provide feedback about the model being examined.

Jim Kilbourne, Mazda's program manager of accessory operations, recently accompanied the 2012 Mazda5 to its measuring session date at the SEMA headquarters. After his discussions with several of the session's participants, he was able to determine just what parts and accessories specialty-equipment companies had ideas to add or upgrade.

	Several members identified audio upgrades, such as new speakers and larger stereo units, and expanded lighting options, such as replacements for the fog lights, as immediate opportunities for the Mazda5.

"Several participants mentioned audio upgrades and exterior lighting as key areas where improvements could be made," said Kilbourne.

Due to no BOSE system available from the factory, according to Kilbourne, speaker upgrades and the possibility of single and 2- DIN options for the head unit were some of the key items mentioned among the audio companies.

"Various exterior lighting upgrades, especially light options to replace the fog lights, were discussed by some of the lighting companies," explained Kilbourne.

In addition to his observations, specialty-equipment companies may also be interested in some of Kilbourne's feedback on the Mazda5. When asked what were some of the more popular upgrades and packages customers add to their Mazda5 purchases, Kilbourne offered some valuable insight.

"The most popular OE package is the moonroof/audio package at about 15% of the purchases, followed by the pearl paint at approximately 10%" detailed Kilbourne. "As for the port-installed accessories, the wheel locks are most popular, at about 19%, followed by rear bumper guards (9%) and all-weather floor mats (6.5%)." According to Kilbourne, the Mazda5 moonroof/audio package consists of a moonroof, 6-disc CD changer and Sirius satellite radio.

	Armando Zambrano (left) and Amparo Lopez used the SEMA Measuring Session to create a Mazda5 pattern to add to Wet Okole Hawaii's line of neoprene seat covers.

Seat cover manufacturer Wet Okole Hawaii has attended many SEMA Measuring Sessions in the past and recently had the opportunity to obtain measurements from the Mazda5. With the rapid pace that vehicle interiors and seat designs change, the company uses measuring sessions as one way to keep the shelves stocked with as many options for customers as the company can create.

"When auto manufacturers extend the series of a vehicle, such as LX, EXT, SI, etc., which often includes changing electric options, lumbar options and baby restraint set-ups, it takes patterning costs through the roof," said Tracy Willms, VP of sales for Wet Okole. "However, it gives Wet Okole an advantage because we offer all of those options in our seat covers, options that our competition does not."

In addition to helping Wet Okole bolster the variety of the covers they offer, measuring sessions help the company to plan ahead. While vehicles provided at the sessions only account for a fraction of the patterns Wet Okole produces each year, having the vehicle in a central location for a set period of time takes some of the sting out of hunting down new cars and trucks.

"The measuring sessions are a tremendous help," added Willms. "I would love to take patterns at SEMA rather than to try and hunt them down at the dealer."

Whether it's new lighting, seat-cover updates or audio upgrades, specialty-equipment companies will continue to create the unique options and design trends that their customers crave. And as new vehicles and updates are released from automakers, the Measuring Session program will continue to provide SEMA members with access to the vehicles ready to hit the streets.

For more information on SEMA Measuring Sessions, contact Bill Wolf at SEMA, 909/396-0289, ext. 6739.

	SEMA manufacturing members got a hands-on preview of the Mazda5 during a recent Measuring Session held at SEMA's headquarters.

Things move fast in today's automotive industry. With numerous mainstream automakers constantly releasing new models, high-performance versions and mid-cycle updates, the slightest changes often impact the performance and fit of specialty-equipment components. And those companies with existing components are never assured of an accurate fit when the a new model or update rolls off the assembly line.

Now in its fourteenth year, the SEMA Measuring Session program is in place to provide specialty-equipment manufacturers access to new vehicles before they hit dealerships or immediately upon release. These are not simply preview sessions. Participants are allotted 30 minutes to climb in and around the vehicle, taking measurements and pulling off parts for closer examination. For many of the sessions cameras are allowed, and two people per company can investigate the vehicle at once. In addition to the presence of the vehicle, oftentimes staff from participating automakers are on hand to answer questions and provide feedback about the model being examined.

Jim Kilbourne, Mazda's program manager of accessory operations, recently accompanied the 2012 Mazda5 to its measuring session date at the SEMA headquarters. After his discussions with several of the session's participants, he was able to determine just what parts and accessories specialty-equipment companies had ideas to add or upgrade.

	Several members identified audio upgrades, such as new speakers and larger stereo units, and expanded lighting options, such as replacements for the fog lights, as immediate opportunities for the Mazda5.

"Several participants mentioned audio upgrades and exterior lighting as key areas where improvements could be made," said Kilbourne.

Due to no BOSE system available from the factory, according to Kilbourne, speaker upgrades and the possibility of single and 2- DIN options for the head unit were some of the key items mentioned among the audio companies.

"Various exterior lighting upgrades, especially light options to replace the fog lights, were discussed by some of the lighting companies," explained Kilbourne.

In addition to his observations, specialty-equipment companies may also be interested in some of Kilbourne's feedback on the Mazda5. When asked what were some of the more popular upgrades and packages customers add to their Mazda5 purchases, Kilbourne offered some valuable insight.

"The most popular OE package is the moonroof/audio package at about 15% of the purchases, followed by the pearl paint at approximately 10%" detailed Kilbourne. "As for the port-installed accessories, the wheel locks are most popular, at about 19%, followed by rear bumper guards (9%) and all-weather floor mats (6.5%)." According to Kilbourne, the Mazda5 moonroof/audio package consists of a moonroof, 6-disc CD changer and Sirius satellite radio.

	Armando Zambrano (left) and Amparo Lopez used the SEMA Measuring Session to create a Mazda5 pattern to add to Wet Okole Hawaii's line of neoprene seat covers.

Seat cover manufacturer Wet Okole Hawaii has attended many SEMA Measuring Sessions in the past and recently had the opportunity to obtain measurements from the Mazda5. With the rapid pace that vehicle interiors and seat designs change, the company uses measuring sessions as one way to keep the shelves stocked with as many options for customers as the company can create.

"When auto manufacturers extend the series of a vehicle, such as LX, EXT, SI, etc., which often includes changing electric options, lumbar options and baby restraint set-ups, it takes patterning costs through the roof," said Tracy Willms, VP of sales for Wet Okole. "However, it gives Wet Okole an advantage because we offer all of those options in our seat covers, options that our competition does not."

In addition to helping Wet Okole bolster the variety of the covers they offer, measuring sessions help the company to plan ahead. While vehicles provided at the sessions only account for a fraction of the patterns Wet Okole produces each year, having the vehicle in a central location for a set period of time takes some of the sting out of hunting down new cars and trucks.

"The measuring sessions are a tremendous help," added Willms. "I would love to take patterns at SEMA rather than to try and hunt them down at the dealer."

Whether it's new lighting, seat-cover updates or audio upgrades, specialty-equipment companies will continue to create the unique options and design trends that their customers crave. And as new vehicles and updates are released from automakers, the Measuring Session program will continue to provide SEMA members with access to the vehicles ready to hit the streets.

For more information on SEMA Measuring Sessions, contact Bill Wolf at SEMA, 909/396-0289, ext. 6739.

	Industry icon and So-Cal Speed Shop founder Alex Xydias was named the chairman of the board for the Wally Parks NHRA Motorsports Museum.

Xydias Named Chairman of NHRA Museum Board
The Wally Parks NHRA Motorsports Museum of Pomona, California, named industry icon and SO-CAL Speed Shop founder Alex Xydias as the museum’s chairman of the board. He previously served as a board member since the museum opened in 1998. In 1946, Xydias opened the SO-CAL Speed Shop, the first hot rod parts store in Burbank, California, and established the SO-CAL Speed Shop Racing Team, which would go on to receive many accolades. The team was responsible for The SO-CAL Special Streamliner, one of the first hot rods to go more than 200 mph. In 1982, Xydias was inducted into the SEMA Hall of Fame and in 2008, received the notable Robert E. Petersen Lifetime Achievement Award. In 1997, Xydias and celebrity hot rod builder Pete Chapouris partnered to revive the SO-CAL Speed Shop name and continue its legacy.

Keith Rocco Honored for Record-Breaking Season
Following one of the most successful seasons in the history of the NASCAR Whelen All-American Series, Keith Rocco was honored as the national champion at the annual awards banquet in Charlotte, North Carolina, earlier this month. The 25-year-old Rocco had 21 wins among the three Connecticut short tracks, set a track record with nine wins at Stafford Motor Speedway, posted two wins at Thompson International Speedway and his 21 wins were second in the nation to Craig Preble (22). Rocco's 39 top-five finishes and 50 top-10 finishes were first in the nation. He never lost the points lead and never went more than two straight weeks outside the top five. Up next for Rocco is the eighth annual Toyota All-Star Showdown at Toyota Speedway in Irwindale, California, on January 28–29.

New R&D Facility for DuPont
DuPont opened a new research and development facility dedicated to coatings science at the company’s global research and development headquarters, the Experimental Station. The new Coatings Technology Center (CTC), established by DuPont Performance Coatings, will focus on the DuPont Refinish Systems products, which support the automotive collision industry, and DuPont Industrial CoatingSolutions, which markets a wide range of liquid and powder industrial finishes. The $30 million facility occupies approximately 100,000 square feet of laboratory, applications development and office space. The primary focus of the scientists and support staff at the CTC is strategic research and development aimed at developing new high-performance, sustainable coatings.

DRIVEN and Ride and Drive Form Partnership
DRIVEN Public Relations announced a strategic alignment with Ride and Drive Communications and Events, a collaboration that both agencies report will allow them to work collectively to bolster their unique client offerings and services while working across multiple industries on an international scale. Both DRIVEN and Ride and Drive have a strong automotive focus, but they also have many clients in the powersports and alternative energy industries as well. Both organizations plan to meet regularly to exchange information on trends in their respective markets and supplement work within specific areas of expertise.

Leonard Edwards Named NHRA Director of Sales
Leonard Edwards was hired as director of sales for the NHRA. Edwards will report to Tony Driscoll, vice president of sales and business development. Both are based in NHRA's Charlotte, North Carolina, office. Edwards, who has more than seven years of experience in sales positions within the sports field, most recently worked at International Speedway Corp. as manager of partnership sales. While there, Edwards was responsible for sales in all aspects of the business including media, race entitlements, experiential marketing displays and hospitality.

Shelby Foundation Teams With Capital One
The Carroll Shelby Foundation and Capital One have teamed up to offer three Visa credit card designs in support of the Foundation’s fundraising efforts to help “kids in the race for life.” Contributions from the credit card program include a $50 donation with each card holder’s first purchase, 2% of purchases made at gas stations and grocery stores, 1% of other purchases and up to 10% of purchases made at select merchants. The three card designs include a Cobra 427, a vintage photo of Carroll Shelby in a GT500 and the Carroll Shelby Foundation logo with Carroll Shelby’s signature set against a carbon fiber background. The Foundation was created to provide financial support for children battling life-threatening illnesses and to promote continuing education.

	Industry icon and So-Cal Speed Shop founder Alex Xydias was named the chairman of the board for the Wally Parks NHRA Motorsports Museum.

Xydias Named Chairman of NHRA Museum Board
The Wally Parks NHRA Motorsports Museum of Pomona, California, named industry icon and SO-CAL Speed Shop founder Alex Xydias as the museum’s chairman of the board. He previously served as a board member since the museum opened in 1998. In 1946, Xydias opened the SO-CAL Speed Shop, the first hot rod parts store in Burbank, California, and established the SO-CAL Speed Shop Racing Team, which would go on to receive many accolades. The team was responsible for The SO-CAL Special Streamliner, one of the first hot rods to go more than 200 mph. In 1982, Xydias was inducted into the SEMA Hall of Fame and in 2008, received the notable Robert E. Petersen Lifetime Achievement Award. In 1997, Xydias and celebrity hot rod builder Pete Chapouris partnered to revive the SO-CAL Speed Shop name and continue its legacy.

Keith Rocco Honored for Record-Breaking Season
Following one of the most successful seasons in the history of the NASCAR Whelen All-American Series, Keith Rocco was honored as the national champion at the annual awards banquet in Charlotte, North Carolina, earlier this month. The 25-year-old Rocco had 21 wins among the three Connecticut short tracks, set a track record with nine wins at Stafford Motor Speedway, posted two wins at Thompson International Speedway and his 21 wins were second in the nation to Craig Preble (22). Rocco's 39 top-five finishes and 50 top-10 finishes were first in the nation. He never lost the points lead and never went more than two straight weeks outside the top five. Up next for Rocco is the eighth annual Toyota All-Star Showdown at Toyota Speedway in Irwindale, California, on January 28–29.

New R&D Facility for DuPont
DuPont opened a new research and development facility dedicated to coatings science at the company’s global research and development headquarters, the Experimental Station. The new Coatings Technology Center (CTC), established by DuPont Performance Coatings, will focus on the DuPont Refinish Systems products, which support the automotive collision industry, and DuPont Industrial CoatingSolutions, which markets a wide range of liquid and powder industrial finishes. The $30 million facility occupies approximately 100,000 square feet of laboratory, applications development and office space. The primary focus of the scientists and support staff at the CTC is strategic research and development aimed at developing new high-performance, sustainable coatings.

DRIVEN and Ride and Drive Form Partnership
DRIVEN Public Relations announced a strategic alignment with Ride and Drive Communications and Events, a collaboration that both agencies report will allow them to work collectively to bolster their unique client offerings and services while working across multiple industries on an international scale. Both DRIVEN and Ride and Drive have a strong automotive focus, but they also have many clients in the powersports and alternative energy industries as well. Both organizations plan to meet regularly to exchange information on trends in their respective markets and supplement work within specific areas of expertise.

Leonard Edwards Named NHRA Director of Sales
Leonard Edwards was hired as director of sales for the NHRA. Edwards will report to Tony Driscoll, vice president of sales and business development. Both are based in NHRA's Charlotte, North Carolina, office. Edwards, who has more than seven years of experience in sales positions within the sports field, most recently worked at International Speedway Corp. as manager of partnership sales. While there, Edwards was responsible for sales in all aspects of the business including media, race entitlements, experiential marketing displays and hospitality.

Shelby Foundation Teams With Capital One
The Carroll Shelby Foundation and Capital One have teamed up to offer three Visa credit card designs in support of the Foundation’s fundraising efforts to help “kids in the race for life.” Contributions from the credit card program include a $50 donation with each card holder’s first purchase, 2% of purchases made at gas stations and grocery stores, 1% of other purchases and up to 10% of purchases made at select merchants. The three card designs include a Cobra 427, a vintage photo of Carroll Shelby in a GT500 and the Carroll Shelby Foundation logo with Carroll Shelby’s signature set against a carbon fiber background. The Foundation was created to provide financial support for children battling life-threatening illnesses and to promote continuing education.

	The vehicle photo gallery on enjoythedrive.com features photos of nearly every project vehicle on display from the 2010 SEMA Show.

Display vehicles at the SEMA Show do more than cause heads to turn and imaginations to soar; they provide an excellent canvas for companies to show off their wares and product upgrades. But with so much to see and do at the Show, and with so many vehicle styles and flavors on display, it's hard for Show goers to keep track of their favorite builds and examples of superior craftsmanship. Enter enjoythedrive.com, SEMA's consumer website dedicated to bringing the products, vehicles and companies that set the industry's trends to vehicle lovers across the country.

The vehicle photo gallery on the site includes nearly every ride that was on display at the 2010 SEMA Show. One of the best features of the gallery is that it's searchable by various keywords, including exhibiting company name, vehicle year, vehicle model and more. Want to to see all of the Chevy Camaros on display at the 2010 Show? Enter the word Camaro in the Vehicle Model search box. Looking for photos of the latest Ford project vehicles at the Show? Simply access the Vehicle Make box and enter Ford.

Not only are the photos available to view, all of the images can be downloaded in a high-resolution format.

So get to enjoythedrive.com, and start downloading images of some of the best vehicles that the industry has to offer.

	The vehicle photo gallery on enjoythedrive.com features photos of nearly every project vehicle on display from the 2010 SEMA Show.

Display vehicles at the SEMA Show do more than cause heads to turn and imaginations to soar; they provide an excellent canvas for companies to show off their wares and product upgrades. But with so much to see and do at the Show, and with so many vehicle styles and flavors on display, it's hard for Show goers to keep track of their favorite builds and examples of superior craftsmanship. Enter enjoythedrive.com, SEMA's consumer website dedicated to bringing the products, vehicles and companies that set the industry's trends to vehicle lovers across the country.

The vehicle photo gallery on the site includes nearly every ride that was on display at the 2010 SEMA Show. One of the best features of the gallery is that it's searchable by various keywords, including exhibiting company name, vehicle year, vehicle model and more. Want to to see all of the Chevy Camaros on display at the 2010 Show? Enter the word Camaro in the Vehicle Model search box. Looking for photos of the latest Ford project vehicles at the Show? Simply access the Vehicle Make box and enter Ford.

Not only are the photos available to view, all of the images can be downloaded in a high-resolution format.

So get to enjoythedrive.com, and start downloading images of some of the best vehicles that the industry has to offer.

This collection of photos, taken from the photo database located at www.enjoythedrive.com, features Toyota project vehicles on display at the 2010 SEMA Show.

The vehicle photo gallery includes nearly every ride that was on display at the 2010 SEMA Show. One of the best features of the gallery is that it's searchable by various key words, including exhibiting company's name, vehicle year, vehicle model and more. View the vehicles that helped make the Show shine brighter in 2010, and download your favorites from www.enjoythedrive.com. 

This collection of photos, taken from the photo database located at www.enjoythedrive.com, features Toyota project vehicles on display at the 2010 SEMA Show.

The vehicle photo gallery includes nearly every ride that was on display at the 2010 SEMA Show. One of the best features of the gallery is that it's searchable by various key words, including exhibiting company's name, vehicle year, vehicle model and more. View the vehicles that helped make the Show shine brighter in 2010, and download your favorites from www.enjoythedrive.com. 

On May 14, 2010, Dorian Comeau, a co-owner of House of Boost in Lenexa, Kansas, was severely injured while testing a vehicle the company had built. The injury left him paralyzed from the neck down. Earlier fundraising efforts among friends and industry colleagues helped the Comeau family toward covering staggering health care and related costs of his injuries.

The Aftermarket Foundation, established to assist industry members facing especially difficult times, stepped in and is contributing monthly to help meet Comeau’s ongoing needs.

The Foundation now issues this Holiday Challenge: let’s band together as an industry-family for Dorian and raise $24,000 to cover the cost of a specially converted van. The van is necessary for critically needed transportation.

Every contribution, small or large, corporate or individual, will be greatly appreciated by Dorian.

Contributions can be made by credit card by CLICKING HERE or by phone to the Aftermarket Foundation offices at 772-286-5500.

Contributions can be made by check payable to AFTERMARKET FOUNDATION and sent to:

The Aftermarket Foundation
PO Box 864520
Orlando, FL 32886–4520

ALL CONTRIBUTIONS ARE TAX DEDUCTIBLE

Let’s use this Season of Giving to give a gift that will make a tremendous difference in an industry-friend’s life.

On May 14, 2010, Dorian Comeau, a co-owner of House of Boost in Lenexa, Kansas, was severely injured while testing a vehicle the company had built. The injury left him paralyzed from the neck down. Earlier fundraising efforts among friends and industry colleagues helped the Comeau family toward covering staggering health care and related costs of his injuries.

The Aftermarket Foundation, established to assist industry members facing especially difficult times, stepped in and is contributing monthly to help meet Comeau’s ongoing needs.

The Foundation now issues this Holiday Challenge: let’s band together as an industry-family for Dorian and raise $24,000 to cover the cost of a specially converted van. The van is necessary for critically needed transportation.

Every contribution, small or large, corporate or individual, will be greatly appreciated by Dorian.

Contributions can be made by credit card by CLICKING HERE or by phone to the Aftermarket Foundation offices at 772-286-5500.

Contributions can be made by check payable to AFTERMARKET FOUNDATION and sent to:

The Aftermarket Foundation
PO Box 864520
Orlando, FL 32886–4520

ALL CONTRIBUTIONS ARE TAX DEDUCTIBLE

Let’s use this Season of Giving to give a gift that will make a tremendous difference in an industry-friend’s life.