SEMA News - April 2010 

	Simmons, who passed away in February, was named SEMA Person of the Year in 1980 and was inducted into the SEMA Hall of Fame in 2004.

Performance parts pioneer, SEMA Hall of Fame member and founder of SECO Equipment Company and SECO Performance Centers John Simmons passed away on Sunday, February 14.

“John Simmons was more than my mentor for more than 20 years,” said SEMA Chairman of the Board Rick Rollins. “He was like a father that you could always go to for the answers, and not the answers that you wanted to hear, but the ones that came from his many years of experience and, more importantly, from his heart.”

Simmons started his warehouse distribution business for performance parts in 1962. He began by selling parts from a trailer that he hauled to race tracks on weekends. By 1967, Simmons was committed to the performance parts business, but he also owned and operated the Helena Dragstrip. Soon after the track was closed in 1967 due to noise, Simmons, along with several partners, acquired Lassiter Mountain Speedway, which they ran for 10 years.

Simmons joined SEMA in 1969. He served three terms on the SEMA Board of Directors from 1978–1982, and he chaired the SEMA Finance Committee in 1981. He served on the awards judging committee from 1984–1986, chaired the Person of the Year Committee in 1987 and also served as Membership Committee chairman. Simmons was named SEMA Person of the Year in 1980 and was inducted into the SEMA Hall of Fame in 2004.

“John didn’t have time for the modern-day marketing surveys or 30,000-foot views of what was going on, because he knew,” Rollins said. “He stayed in touch with what was going on in the streets, on the race tracks and at the car shows. As a manufacturer sales manager, I made very few decisions concerning selling into distribution or running promotions without first consulting John. I will miss him.” 

 

	More than 50 educational seminars conducted at the 2009 SEMA Show are now available to download at www.sema.org/seminars.

SEMA Show Seminars Delivered to Your Desktop

Did you miss the 50 world-class seminars at the 2009 SEMA Show? No problem. For the first time, SEMA has recorded and uploaded audio from every education session presented at the 2009 Show.

More than 50 sessions are now available for you to download, listen to at your convenience and refer back to at any time.

Members pay just $4.95 per session, or $9.95 per session for non-SEMA members.

Gain fresh insight and learn practical tools that can improve your business today from the SEMA Education Institute (SEI). Get started at www.sema.org/seminars.

 

 

	Exhibitor applications for the 2010 SEMA Show must be returned by May 7 in order for companies to participate in the priority space-selection process.

Exhibit Space Applications for 2010 SEMA Show Now Available

Exhibitor applications are now available for the 2010 SEMA Show, which will be held Tuesday through Friday, November 2–5, 2010, in Las Vegas.

The forms are posted on the SEMA Show website and must be returned by May 7 in order for companies to participate in the priority space-selection process.

The SEMA Show is the premiere automotive accessories trade show in the world. The annual event draws more than 100,000 industry professionals, including 50,000 buyers and 2,300 media representatives.

To learn more about the SEMA Show and how to exhibit, visit www.SEMAShow.com or contact SEMA Show Management at 702/450-7662, x120.

 

SEMA Show Enhances Offerings for Paint and Body Market

	SEMA Show organizers are working with the Society of Collision and Repair Specialists and the Collision Industry Conference to enhance the Paint, Body & Equipment section of the 2010 SEMA Show.

The Paint, Body & Equipment (PBE) area of the 2010 SEMA Show will be larger and in a more prominent location than it was in 2009, and educational sessions specific to the paint and body market will be offered during the event, set for November 2–5, in Las Vegas.

The move to enhance the PBE section by Show organizers was made due to SEMA Show attendees increasingly expressing interest in the paint and body market. While the PBE floor section was formally introduced in 2009, Show organizers had seen an increase in the product category for many years.

“We’re constantly adapting to changes in the industry,” said Chris Kersting, SEMA president and CEO. “We challenge ourselves to deliver high value to both exhibitors and attendees, all with the goal of providing them with a Show that is current and relevant.”

Organizers are also working with the Society of Collision and Repair Specialists (SCRS) and the Collision Industry Conference (CIC), both of which will host meetings for their groups in Las Vegas during the week of the SEMA Show. The SCRS is collaborating closely with SEMA to develop targeted educational seminars at the SEMA Show.

The Exhibit Space Rental Agreement (ESRA) for manufacturers is now available. Attendee registration opens in May. Updated SEMA Show information is also available at www.SEMAShow.com.

 

FAST FACTS

The Sports Car Club of America Inc. (SCCA) appointed Reece White to the position of public relations manager. White will manage the public relations efforts for such SCCA Pro Racing series as the World Challenge Championships, Playboy Mazda MX-5 Cup and Trans-Am Series as well as SCCA’s Club Racing, Solo and Rally programs. His duties will include producing feature articles, press releases and media materials on each of the SCCA programs. SCCA, Topeka, KS; 785/357-7222.    THI Corp., parent company of Extang, TruXedo and BedRug, has hired Michael McGunagle as marketing director. He is responsible for the marketing and branding efforts for all THI product lines. McGunagle has 13 years of experience in the automotive aftermarket industry, working with companies such as Maxxis Tires and Eaton Corp. Extang, Ann Arbor, MI; 800/877-2588. TruXedo, Yankton, SD; 877/878-9336. The team at CWR Electronics will participate in the American Cancer Society’s Relay for Life in Berkley Township, New Jersey, May 15–16. Team CWR will camp out overnight and take turns walking around the track at Veterans Park to raise money and awareness for the battle against cancer. In December 2009, Carlisle Companies Inc. created Carlisle Engineered Transportation Solutions, which is comprised of Carlisle Tire & Wheel, Carlisle Industrial Brake & Friction and Carlisle Power Transmission. According to the company, combining the operations into one unit will strengthen the value of the Carlisle brand, create a differentiated platform for its markets and bolster Carlisle’s position with key manufacturing and distribution customers. Carlisle Tire & Wheel, Carson, CA; 310/816-1001.   Deeza Chassis Parts has added eCommerce capabilities to its website. The enhancements include the ability for customers to review stock quantities, place regular or drop-ship orders and review order history, statements and invoices. Advantage Truck Acc. Inc. announced that the company’s quality management system has been assessed and registered by Intertek Testing Services NA Inc. as conforming to the requirements of ISO 9001:2008 as of January 25, 2010. Advantage Truck Accessories Inc., Elkhart, IN; 574/293-0979. Mishimoto Automotive announced that its T-shirt Design Contest is underway as of February 8. The contest provides enthusiasts with the opportunity to determine the next installment in the Mishimoto apparel line. Mishimoto Automotive, Wilmington, DE; 877/GO-MISHI. Edelbrock and the Center for Learning Unlimited have once again teamed up in support of helping children with learning disabilities to present the 5th Annual Rev’ved Up 4 Kidz VIP gala charity auction and car show, April 24–25. The weekend kicks off with a gala dinner and charity auction on Saturday evening at “Vic’s Garage,” hosted by event organizer Christi Edelbrock. Sunday, Edelbrock hosts the Rev’ved Up 4 Kidz Car Show, where all makes and models are welcome. Interested participants can pre-register here. Edelbrock, Torrance, CA; 310/781-2222. Meyer Distributing added a new cross dock in Nashville that will act as a key location for the company’s distribution network. Meyer will provide route delivery to the Nashville metro area, Clarksville, Columbia and greater Tennessee from the new location. Meyer Distributing, Jasper, IN; 800/MEYERUSA.

The Association of Diesel Specialists Guadalajara regional event is set for May 19–23 at the Camino Real Hotel in Guadalajara, Jalisco, Mexico. The event showcases technical training courses and new technologies regarding fuel-injection systems. Attendees will also have the chance to explore the packed exhibit hall for the latest products and resources available. Skyjacker Suspensions is offering a $35 consumer rebate on all Skyjacker Hydro H7000 series and Nitro N8000 series shocks and leveling kits. Unlike similar promotions, the rebate does not require the dealer to fill out any paperwork. Dealers simply sell the product, and the consumer and Skyjacker handle the rebate portion of the transaction. The promotion runs from March 1 to May 31. For more information, visit www.skyjacker.com/shockrebate. Skyjacker Suspensions, Monroe, LA; 318/388-0816. Continental Tire North America announced a name change that better reflects the growth of the tire maker in both North and South America. The new name for the passenger and light-truck and commercial vehicle tire divisions in the region is now Continental Tire the Americas LLC. One of the key actions in 2009 that led to the decision to modify the name was the acquisition of a leading tire company in Latin America, Compañia Ecuatoriana del Caucho S.A. (ERCO). RCH Designs announced the opening of its Studio Garage, a white room that is 25 ft. long and 35 ft. wide, with a custom silk ceiling baffle. The studio has lighting options for video and still photography. The studio currently offers the use of basic tools and machinery (an air compressor and air tools, a work bench, cordless power tools, wrenches, sockets, etc). RCH Designs, Huntington Beach, CA; 714/842-9899. Fear This Inc., a nonprofit organization that provides safe-driver education to teens, has incorporated five exercises in its program that teach drivers to think and react quickly. Based on the Emergency Vehicle Operation Course (EVOC) undergone at all levels of law enforcement, Fear This Inc., founded by Woodrow Gaines, employs the Teen Vehicle Operation Course taught by peace officers and certified EVOC instructors. Fear This Inc., Snellville, GA; 770/823-7823. Autobytel Inc. named Steve Lind executive vice president of corporate development. Lind brings to the company nearly 15 years of online and offline automotive experience, a rich collection of industry contacts and a proven track record of executive leadership honed at Nissan North America, LeadPoint, Stealing Home Media and through nearly 10 previous years of service at Autobytel. The first annual Winfield Award—presented by master customizer and designer Gene Winfield in recognition of automotive excellence—will be presented during the 2010 Syracuse Nationals, July 16–18. Winfield will choose six vehicles known as the Select Six from the entries, and the vehicles will be prominently displayed inside one of the main buildings at the nationals. Winfield will conduct the final judging at the show, and the winner will be announced on Saturday, July 17. The winner will receive a one-of-a-kind personalized commemorative jacket and $5,000. For additional details, call 800/753-3978. Fidanza and Zoom Performance Products formed a new partnership known as the Clutch Alliance, which allows the two companies to work together on engineering and product development while continuing to exist as separate entities. Fidanza, Perry, OH; 440/259-5656. Classic Instruments announced that it will sponsor the Pros Pick award at all National Street Rod Association (NSRA) events. The Classic Instruments Pros Pick award will be presented by the NSRA at all 11 events yearly, and the company will determine five Pros Pick recipients at each event. At the Street Rod Nationals, there will be 12 recipients chosen. Classic Instruments, Boyne City, MI; 231/582-0461.

 

SEMA News - April 2010 

The images and information provided in “Spy Photos” are supplied by the spy shooters at Brenda Priddy & Co. “Spy Photos” are included each week in SEMA eNews, the association’s electronic newsletter. To receive your copy of SEMA eNews, e-mail enews@sema.org.

Audi A7 When It Hits: The 2011 A7 will go into production during the second half of 2010, according to Priddy. What Priddy Says: Priddy’s shooters caught the 2011 Audi A7 powersliding on a frozen lake and noticed a new feature—an automatic spoiler. Priddy says that the A7 is riding on a version of the next-gen A6 platform, and she expects Audi’s 300hp, supercharged V6 and a 4.2L V8 as the engine options in the United States.
2011 Jeep Grand Cherokee  When It Hits: The new Jeep Grand Cherokee is expected to hit dealerships in September 2010. What Priddy Says: Chrysler is already taking some stick at Jeep headquarters for making the 2011 Jeep Grand Cherokee look like nearly every other “soft-roader” SUV on the market. But a 280hp base V6 and an available Hemi V8 making 360 hp provide additional grunt to placate the faithful. If these spy shots are any indication, though, the Grand Cherokee looks to be able to handle itself off-road just fine.
Lamborghini Jota  When It Hits: Priddy said not to expect to see this Italian’s debut for at least a year.  What Priddy Says: One photographer in Priddy’s spy network caught these shots of ice-track mule testing for what Priddy said is the Lamborghini Murciélago’s replacement—likely to be called the Jota. A direct-injection V12, aluminum space-frame chassis and extensive carbon fiber are likely to form the heart and body of the new bull, and Priddy speculated that a Haldex all-wheel-drive system will anchor the powertrain.
Porsche 911  When It Hits: The 2011 Porsche 911 is expected to go on sale in May in Europe. A U.S. release is expected later this year. What Priddy Says: The next-generation Porsche 911, internally called the 998, has begun winter testing. Earlier reports in some media suggested that this was the 911 Turbo, but Priddy noted the fake side air intakes in front of the rear wheels and the huge rear wing hiding the smaller spoiler typical of standard 911s to disprove those assumptions. Judging from the quad tailpipes on this prototype, Priddy said that this is most likely one of the “S” models.

SEMA News - April 2010 

The images and information provided in “Spy Photos” are supplied by the spy shooters at Brenda Priddy & Co. “Spy Photos” are included each week in SEMA eNews, the association’s electronic newsletter. To receive your copy of SEMA eNews, e-mail enews@sema.org.

Audi A7 When It Hits: The 2011 A7 will go into production during the second half of 2010, according to Priddy. What Priddy Says: Priddy’s shooters caught the 2011 Audi A7 powersliding on a frozen lake and noticed a new feature—an automatic spoiler. Priddy says that the A7 is riding on a version of the next-gen A6 platform, and she expects Audi’s 300hp, supercharged V6 and a 4.2L V8 as the engine options in the United States.
2011 Jeep Grand Cherokee  When It Hits: The new Jeep Grand Cherokee is expected to hit dealerships in September 2010. What Priddy Says: Chrysler is already taking some stick at Jeep headquarters for making the 2011 Jeep Grand Cherokee look like nearly every other “soft-roader” SUV on the market. But a 280hp base V6 and an available Hemi V8 making 360 hp provide additional grunt to placate the faithful. If these spy shots are any indication, though, the Grand Cherokee looks to be able to handle itself off-road just fine.
Lamborghini Jota  When It Hits: Priddy said not to expect to see this Italian’s debut for at least a year.  What Priddy Says: One photographer in Priddy’s spy network caught these shots of ice-track mule testing for what Priddy said is the Lamborghini Murciélago’s replacement—likely to be called the Jota. A direct-injection V12, aluminum space-frame chassis and extensive carbon fiber are likely to form the heart and body of the new bull, and Priddy speculated that a Haldex all-wheel-drive system will anchor the powertrain.
Porsche 911  When It Hits: The 2011 Porsche 911 is expected to go on sale in May in Europe. A U.S. release is expected later this year. What Priddy Says: The next-generation Porsche 911, internally called the 998, has begun winter testing. Earlier reports in some media suggested that this was the 911 Turbo, but Priddy noted the fake side air intakes in front of the rear wheels and the huge rear wing hiding the smaller spoiler typical of standard 911s to disprove those assumptions. Judging from the quad tailpipes on this prototype, Priddy said that this is most likely one of the “S” models.

SEMA News - April 2010

By Dan Frio

With a Growing Middle Class and Avid Automotive Enthusiasm, Mexico and Its Neighbors Offer a Great International Expansion Opportunity for SEMA Members 

	Mexico City will host the 12th edition of the PAACE Automechanika, where buyers from throughout Latin America will converge.

As one of the fastest-growing market sectors in Mexico, the automotive industry presents a timely opportunity for SEMA members seeking to establish a foothold in this expanding consumer base. The annual SEMA Show is one of the best places for specialty-equipment manufacturers to meet with buyers from Mexico, with more than 1,157 attending the Show in 2009. But don’t wait until November to start making contacts. The 12th edition of the PAACE Automechanika, July 14–16 in Mexico City, draws automotive professionals and buyers from throughout Latin America and presents a great opportunity to test the market.

“Mexico is a very important market for us and offers growing potential for our products,” says Joseph Lombardi, director of international sales for transmission and driveline supplier Sonnax. Last year was the company’s fourth time exhibiting at PAACE Mexico City.

“It’s a great show, an entry point into building and growing already existing or new sales in the region. In spite of the economic downturn that affected Mexico, last year’s show was well-attended, and our booth was quite busy all three days.”

This year’s show will feature new additions to the program, as well as some popular favorites. West Coast Customs Mexico will return to the show with its popular workshop series, customizing several vehicles over the course of the show days, and bringing more exposure to Mexico’s specialty-equipment market.

One new feature of the 2010 event is a New Products Showcase area, offering exhibitors the opportunity to display products released into the market within the last year, along with an 8.5- x 11-inch document listing technical information for installers.

	In addition to top show vehicles from local clubs and domestic manufacturers, this year’s PAACE Automechanika show floor will feature expanded product categories, including collision and repair.

Another new development involves the Automotive Service Association (ASA), the key association for U.S. automotive service and repair professionals. The ASA will host a series of complimentary educational sessions that will feature nine seminars covering collision repair, business management and mechanical topics.

Service and repair professionals attending PAACE Automechanika Mexico 2010 will benefit from an enhanced educational program and expanded product categories on the show floor, with support from the association. In addition to the enhanced seminar program, PAACE Automechanika Mexico expects to expand the presence of collision repair manufacturers on the show floor, showcasing their products to the Mexican market. And, as in past shows, exhibitors are offered the opportunity to host seminars at the show free of charge.

PAACE Automechanika is also certified by the U.S. Department of Commerce, which is working to bring buyer delegations from Central American countries and provide matchmaking assistance to U.S. exhibitors.

“PAACE Automechanika is an excellent venue for U.S. companies to connect not only with Mexican buyers, but to take advantage of the growing number of buyers from surrounding countries and throughout Latin America,” says Linda Spencer, SEMA director of international relations. The Mexican automotive market is one of the fastest-growing markets in the country. In 2008, SEMA reported that there were about 10 million passenger vehicles on the road—about one to every 13.3 people. (For comparison, there is one vehicle per 2.2 people in the United States) Many among the growing middle class in Mexico are seeking to purchase their first vehicles.

	Retail sales of specialty equipment in Mexico were estimated at around $1.5 billion.

The country has not been immune to the global economic slump, however. Mexico’s automotive trade association, asociación mexicana de la industria automotriz a.c. (AMIA), noted that sales of light vehicles in 2009 were down 26% from the year prior. Still, Mexican car buyers bought 2 million vehicles in 2007 alone, split evenly among new- and used-vehicle purchases, which capped a trend of four consecutive years of more than 1 million car sales.

SEMA reported that about 60% of new cars sold in Mexico are U.S. brands, although they are often the European versions. The best-selling Chevrolet Chevy, for example, is based on the European Opel Corsa.

The most popular cars to customize, according to the 2008 report, include the Chevy, Ford Focus and Ford Mustang. Ford trucks are similarly popular, with the Ranger among the most modified trucks, and the Explorer Eco Sport is one of the top tricked-out SUVs. Other popular trucks targeted for customization include the Dodge Ram, Toyota Tundra and various Nissans. The Jeep Cherokee is another popular SUV.

The U.S. Embassy in Mexico estimates retail sales in the specialty-equipment industry at about $1.1 billion, although distributors surveyed by SEMA placed the number slightly higher, at $1.5 billion. The specialty-equipment/accessories segment represents approximately 11% of the total aftermarket segment, according to SEMA research.

What are Mexican enthusiasts buying? According to data complied by the U.S. Embassy in Mexico, the most popular products are specialty wheels and tires, audio and interior accessories, pickup bed covers, toolboxes, security systems and car-care products. And styling products just edged performance goods as most popular by a slim margin of 52% to 49%, according to SEMA’s 2008 report.

American-made products enjoy the most esteemed reputation for quality among Mexican buyers, followed by European brands and domestic offerings. 

For more information on PAACE, contact Linda Spencer.  

SEMA News - April 2010

By Dan Frio

With a Growing Middle Class and Avid Automotive Enthusiasm, Mexico and Its Neighbors Offer a Great International Expansion Opportunity for SEMA Members 

	Mexico City will host the 12th edition of the PAACE Automechanika, where buyers from throughout Latin America will converge.

As one of the fastest-growing market sectors in Mexico, the automotive industry presents a timely opportunity for SEMA members seeking to establish a foothold in this expanding consumer base. The annual SEMA Show is one of the best places for specialty-equipment manufacturers to meet with buyers from Mexico, with more than 1,157 attending the Show in 2009. But don’t wait until November to start making contacts. The 12th edition of the PAACE Automechanika, July 14–16 in Mexico City, draws automotive professionals and buyers from throughout Latin America and presents a great opportunity to test the market.

“Mexico is a very important market for us and offers growing potential for our products,” says Joseph Lombardi, director of international sales for transmission and driveline supplier Sonnax. Last year was the company’s fourth time exhibiting at PAACE Mexico City.

“It’s a great show, an entry point into building and growing already existing or new sales in the region. In spite of the economic downturn that affected Mexico, last year’s show was well-attended, and our booth was quite busy all three days.”

This year’s show will feature new additions to the program, as well as some popular favorites. West Coast Customs Mexico will return to the show with its popular workshop series, customizing several vehicles over the course of the show days, and bringing more exposure to Mexico’s specialty-equipment market.

One new feature of the 2010 event is a New Products Showcase area, offering exhibitors the opportunity to display products released into the market within the last year, along with an 8.5- x 11-inch document listing technical information for installers.

	In addition to top show vehicles from local clubs and domestic manufacturers, this year’s PAACE Automechanika show floor will feature expanded product categories, including collision and repair.

Another new development involves the Automotive Service Association (ASA), the key association for U.S. automotive service and repair professionals. The ASA will host a series of complimentary educational sessions that will feature nine seminars covering collision repair, business management and mechanical topics.

Service and repair professionals attending PAACE Automechanika Mexico 2010 will benefit from an enhanced educational program and expanded product categories on the show floor, with support from the association. In addition to the enhanced seminar program, PAACE Automechanika Mexico expects to expand the presence of collision repair manufacturers on the show floor, showcasing their products to the Mexican market. And, as in past shows, exhibitors are offered the opportunity to host seminars at the show free of charge.

PAACE Automechanika is also certified by the U.S. Department of Commerce, which is working to bring buyer delegations from Central American countries and provide matchmaking assistance to U.S. exhibitors.

“PAACE Automechanika is an excellent venue for U.S. companies to connect not only with Mexican buyers, but to take advantage of the growing number of buyers from surrounding countries and throughout Latin America,” says Linda Spencer, SEMA director of international relations. The Mexican automotive market is one of the fastest-growing markets in the country. In 2008, SEMA reported that there were about 10 million passenger vehicles on the road—about one to every 13.3 people. (For comparison, there is one vehicle per 2.2 people in the United States) Many among the growing middle class in Mexico are seeking to purchase their first vehicles.

	Retail sales of specialty equipment in Mexico were estimated at around $1.5 billion.

The country has not been immune to the global economic slump, however. Mexico’s automotive trade association, asociación mexicana de la industria automotriz a.c. (AMIA), noted that sales of light vehicles in 2009 were down 26% from the year prior. Still, Mexican car buyers bought 2 million vehicles in 2007 alone, split evenly among new- and used-vehicle purchases, which capped a trend of four consecutive years of more than 1 million car sales.

SEMA reported that about 60% of new cars sold in Mexico are U.S. brands, although they are often the European versions. The best-selling Chevrolet Chevy, for example, is based on the European Opel Corsa.

The most popular cars to customize, according to the 2008 report, include the Chevy, Ford Focus and Ford Mustang. Ford trucks are similarly popular, with the Ranger among the most modified trucks, and the Explorer Eco Sport is one of the top tricked-out SUVs. Other popular trucks targeted for customization include the Dodge Ram, Toyota Tundra and various Nissans. The Jeep Cherokee is another popular SUV.

The U.S. Embassy in Mexico estimates retail sales in the specialty-equipment industry at about $1.1 billion, although distributors surveyed by SEMA placed the number slightly higher, at $1.5 billion. The specialty-equipment/accessories segment represents approximately 11% of the total aftermarket segment, according to SEMA research.

What are Mexican enthusiasts buying? According to data complied by the U.S. Embassy in Mexico, the most popular products are specialty wheels and tires, audio and interior accessories, pickup bed covers, toolboxes, security systems and car-care products. And styling products just edged performance goods as most popular by a slim margin of 52% to 49%, according to SEMA’s 2008 report.

American-made products enjoy the most esteemed reputation for quality among Mexican buyers, followed by European brands and domestic offerings. 

For more information on PAACE, contact Linda Spencer.  

SEMA News - April 2010

By Dan Frio

With a Growing Middle Class and Avid Automotive Enthusiasm, Mexico and Its Neighbors Offer a Great International Expansion Opportunity for SEMA Members 

	Mexico City will host the 12th edition of the PAACE Automechanika, where buyers from throughout Latin America will converge.

As one of the fastest-growing market sectors in Mexico, the automotive industry presents a timely opportunity for SEMA members seeking to establish a foothold in this expanding consumer base. The annual SEMA Show is one of the best places for specialty-equipment manufacturers to meet with buyers from Mexico, with more than 1,157 attending the Show in 2009. But don’t wait until November to start making contacts. The 12th edition of the PAACE Automechanika, July 14–16 in Mexico City, draws automotive professionals and buyers from throughout Latin America and presents a great opportunity to test the market.

“Mexico is a very important market for us and offers growing potential for our products,” says Joseph Lombardi, director of international sales for transmission and driveline supplier Sonnax. Last year was the company’s fourth time exhibiting at PAACE Mexico City.

“It’s a great show, an entry point into building and growing already existing or new sales in the region. In spite of the economic downturn that affected Mexico, last year’s show was well-attended, and our booth was quite busy all three days.”

This year’s show will feature new additions to the program, as well as some popular favorites. West Coast Customs Mexico will return to the show with its popular workshop series, customizing several vehicles over the course of the show days, and bringing more exposure to Mexico’s specialty-equipment market.

One new feature of the 2010 event is a New Products Showcase area, offering exhibitors the opportunity to display products released into the market within the last year, along with an 8.5- x 11-inch document listing technical information for installers.

	In addition to top show vehicles from local clubs and domestic manufacturers, this year’s PAACE Automechanika show floor will feature expanded product categories, including collision and repair.

Another new development involves the Automotive Service Association (ASA), the key association for U.S. automotive service and repair professionals. The ASA will host a series of complimentary educational sessions that will feature nine seminars covering collision repair, business management and mechanical topics.

Service and repair professionals attending PAACE Automechanika Mexico 2010 will benefit from an enhanced educational program and expanded product categories on the show floor, with support from the association. In addition to the enhanced seminar program, PAACE Automechanika Mexico expects to expand the presence of collision repair manufacturers on the show floor, showcasing their products to the Mexican market. And, as in past shows, exhibitors are offered the opportunity to host seminars at the show free of charge.

PAACE Automechanika is also certified by the U.S. Department of Commerce, which is working to bring buyer delegations from Central American countries and provide matchmaking assistance to U.S. exhibitors.

“PAACE Automechanika is an excellent venue for U.S. companies to connect not only with Mexican buyers, but to take advantage of the growing number of buyers from surrounding countries and throughout Latin America,” says Linda Spencer, SEMA director of international relations. The Mexican automotive market is one of the fastest-growing markets in the country. In 2008, SEMA reported that there were about 10 million passenger vehicles on the road—about one to every 13.3 people. (For comparison, there is one vehicle per 2.2 people in the United States) Many among the growing middle class in Mexico are seeking to purchase their first vehicles.

	Retail sales of specialty equipment in Mexico were estimated at around $1.5 billion.

The country has not been immune to the global economic slump, however. Mexico’s automotive trade association, asociación mexicana de la industria automotriz a.c. (AMIA), noted that sales of light vehicles in 2009 were down 26% from the year prior. Still, Mexican car buyers bought 2 million vehicles in 2007 alone, split evenly among new- and used-vehicle purchases, which capped a trend of four consecutive years of more than 1 million car sales.

SEMA reported that about 60% of new cars sold in Mexico are U.S. brands, although they are often the European versions. The best-selling Chevrolet Chevy, for example, is based on the European Opel Corsa.

The most popular cars to customize, according to the 2008 report, include the Chevy, Ford Focus and Ford Mustang. Ford trucks are similarly popular, with the Ranger among the most modified trucks, and the Explorer Eco Sport is one of the top tricked-out SUVs. Other popular trucks targeted for customization include the Dodge Ram, Toyota Tundra and various Nissans. The Jeep Cherokee is another popular SUV.

The U.S. Embassy in Mexico estimates retail sales in the specialty-equipment industry at about $1.1 billion, although distributors surveyed by SEMA placed the number slightly higher, at $1.5 billion. The specialty-equipment/accessories segment represents approximately 11% of the total aftermarket segment, according to SEMA research.

What are Mexican enthusiasts buying? According to data complied by the U.S. Embassy in Mexico, the most popular products are specialty wheels and tires, audio and interior accessories, pickup bed covers, toolboxes, security systems and car-care products. And styling products just edged performance goods as most popular by a slim margin of 52% to 49%, according to SEMA’s 2008 report.

American-made products enjoy the most esteemed reputation for quality among Mexican buyers, followed by European brands and domestic offerings. 

For more information on PAACE, contact Linda Spencer.  

SEMA News - April 2010

By Dan Frio

With a Growing Middle Class and Avid Automotive Enthusiasm, Mexico and Its Neighbors Offer a Great International Expansion Opportunity for SEMA Members 

	Mexico City will host the 12th edition of the PAACE Automechanika, where buyers from throughout Latin America will converge.

As one of the fastest-growing market sectors in Mexico, the automotive industry presents a timely opportunity for SEMA members seeking to establish a foothold in this expanding consumer base. The annual SEMA Show is one of the best places for specialty-equipment manufacturers to meet with buyers from Mexico, with more than 1,157 attending the Show in 2009. But don’t wait until November to start making contacts. The 12th edition of the PAACE Automechanika, July 14–16 in Mexico City, draws automotive professionals and buyers from throughout Latin America and presents a great opportunity to test the market.

“Mexico is a very important market for us and offers growing potential for our products,” says Joseph Lombardi, director of international sales for transmission and driveline supplier Sonnax. Last year was the company’s fourth time exhibiting at PAACE Mexico City.

“It’s a great show, an entry point into building and growing already existing or new sales in the region. In spite of the economic downturn that affected Mexico, last year’s show was well-attended, and our booth was quite busy all three days.”

This year’s show will feature new additions to the program, as well as some popular favorites. West Coast Customs Mexico will return to the show with its popular workshop series, customizing several vehicles over the course of the show days, and bringing more exposure to Mexico’s specialty-equipment market.

One new feature of the 2010 event is a New Products Showcase area, offering exhibitors the opportunity to display products released into the market within the last year, along with an 8.5- x 11-inch document listing technical information for installers.

	In addition to top show vehicles from local clubs and domestic manufacturers, this year’s PAACE Automechanika show floor will feature expanded product categories, including collision and repair.

Another new development involves the Automotive Service Association (ASA), the key association for U.S. automotive service and repair professionals. The ASA will host a series of complimentary educational sessions that will feature nine seminars covering collision repair, business management and mechanical topics.

Service and repair professionals attending PAACE Automechanika Mexico 2010 will benefit from an enhanced educational program and expanded product categories on the show floor, with support from the association. In addition to the enhanced seminar program, PAACE Automechanika Mexico expects to expand the presence of collision repair manufacturers on the show floor, showcasing their products to the Mexican market. And, as in past shows, exhibitors are offered the opportunity to host seminars at the show free of charge.

PAACE Automechanika is also certified by the U.S. Department of Commerce, which is working to bring buyer delegations from Central American countries and provide matchmaking assistance to U.S. exhibitors.

“PAACE Automechanika is an excellent venue for U.S. companies to connect not only with Mexican buyers, but to take advantage of the growing number of buyers from surrounding countries and throughout Latin America,” says Linda Spencer, SEMA director of international relations. The Mexican automotive market is one of the fastest-growing markets in the country. In 2008, SEMA reported that there were about 10 million passenger vehicles on the road—about one to every 13.3 people. (For comparison, there is one vehicle per 2.2 people in the United States) Many among the growing middle class in Mexico are seeking to purchase their first vehicles.

	Retail sales of specialty equipment in Mexico were estimated at around $1.5 billion.

The country has not been immune to the global economic slump, however. Mexico’s automotive trade association, asociación mexicana de la industria automotriz a.c. (AMIA), noted that sales of light vehicles in 2009 were down 26% from the year prior. Still, Mexican car buyers bought 2 million vehicles in 2007 alone, split evenly among new- and used-vehicle purchases, which capped a trend of four consecutive years of more than 1 million car sales.

SEMA reported that about 60% of new cars sold in Mexico are U.S. brands, although they are often the European versions. The best-selling Chevrolet Chevy, for example, is based on the European Opel Corsa.

The most popular cars to customize, according to the 2008 report, include the Chevy, Ford Focus and Ford Mustang. Ford trucks are similarly popular, with the Ranger among the most modified trucks, and the Explorer Eco Sport is one of the top tricked-out SUVs. Other popular trucks targeted for customization include the Dodge Ram, Toyota Tundra and various Nissans. The Jeep Cherokee is another popular SUV.

The U.S. Embassy in Mexico estimates retail sales in the specialty-equipment industry at about $1.1 billion, although distributors surveyed by SEMA placed the number slightly higher, at $1.5 billion. The specialty-equipment/accessories segment represents approximately 11% of the total aftermarket segment, according to SEMA research.

What are Mexican enthusiasts buying? According to data complied by the U.S. Embassy in Mexico, the most popular products are specialty wheels and tires, audio and interior accessories, pickup bed covers, toolboxes, security systems and car-care products. And styling products just edged performance goods as most popular by a slim margin of 52% to 49%, according to SEMA’s 2008 report.

American-made products enjoy the most esteemed reputation for quality among Mexican buyers, followed by European brands and domestic offerings. 

For more information on PAACE, contact Linda Spencer.  

SEMA News - April 2010 

South Hall’s Finest

Here are just some of the dynamic products that debuted in the Truck, SUV and Off-Road section of the 2009 SEMA Show.

SEMA News - April 2010 

South Hall’s Finest

Here are just some of the dynamic products that debuted in the Truck, SUV and Off-Road section of the 2009 SEMA Show.

SEMA News - April 2010

Interview By Steve Campbell

Looking Forward With John Waraniak, SEMA Vice President of Vehicle Technology

	Steve Pruitt's American Le Mans Series Corsa Motorsports Zytek Hybrid. Photo courtesy of American Le Mans Series

Vehicle technologies are accelerating as rapidly as an American Le Mans Series racer exiting a hairpin onto a straightaway. The new watchwords for automotive development include vehicle electrification, hybrids, gas direct injection (GDI), clean diesels and next-generation green performance. For SEMA-member companies, the landscape is erupting with innovation and opportunity. But where is it all going? Where are we now, and where are we headed? We asked those questions and many more when we sat down recently with SEMA Vice President of Vehicle Technology John Waraniak.

SEMA News: Where does the industry stand currently regarding advanced vehicle technologies? What systems should SEMA-member companies be aware of, especially concerning the four megatrends—driving green, connected, safe and cool—that we’ve been talking about for the last 18 months?

John Waraniak: Our industry hasn’t seen this much change and opportunity since it began 100 years ago. Every part of virtually every SEMA business is affected by advances in active-passive safety systems, connected-vehicle technologies and alternative powertrains. This is truly one of the most exciting times to be in the automotive specialty-equipment industry—particularly if you are an enthusiast and really have a passion for cars, trucks and the automotive lifestyle.

This is a new day, with new players and new rules that favor quick, agile and smart companies that can outperform the big and slow companies with products and solutions that answer immediate and short-term industry and consumer needs as well as more mid-term and future trends. As evidenced by the bankruptcies at General Motors, Chrysler and many original-equipment suppliers, there will be fewer giants, more startups and infinite opportunities for those SEMA companies and entrepreneurs that find innovative ways to leverage this once-in-a-career convergence.

Driving green, connected, safe and cool continue to lead the way in describing the four major dimensions of growth that the auto industry is focused on as it restructures. Green performance and connected-vehicle technologies are two of the fastest-growing segments within SEMA and are aligned with the automakers’ and U.S. government’s priorities for mobility, safety, environment and consumer acceptance. The new generation of clean diesels, GDI turbocharged engines, gas-electric hybrids and plug-in electric vehicles are leading the reinvention of the automobile for performance aftermarket companies and bold new automakers, as are programs such as the U.S. Department of Transportation’s IntelliDrive(SM) and products such as MyFord Touch, Lexus Enform and mbrace from Mercedes-Benz.

The road to accelerating the deployment and commercialization of electric vehicles and creating a critical mass of connected vehicles that can communicate with one another to prevent crashes goes right through SEMA. Making connected and electric vehicles cool and demonstrating their benefits is the fastest way to ensuring consumer acceptance, reducing costs and driving the profitability and growth of the electric-vehicle industry, connected-vehicle technologies and emerging markets segments.

	Simon Saba, CEO and founder of Saba Motors in San Jose, California, shown here with Terri Waraniak, wife of SEMA’s John Waraniak, exhibited his Progressive Insurance Automotive X Prize vehicle at the 2009 SEMA Show in November and is a leading competitor to win the coveted $10 million X Prize.

Hybrids and electric vehicles have to connect with consumers’ lifestyles and experiences. Consumers will not adopt a new technology unless it’s better in every way than what it’s replacing, and anecdotal evidence of emerging markets does not drive consumer acceptance. Logic and traditional OEM business, revenue and organizational models alone won’t get us there. We need an emotional connection to the new generation of eco-friendly vehicles.

Most of today’s marketing of electric vehicles is focused on two things: function and cost. Value is defined as the intersection of the two. Now don’t get me wrong, value is certainly an important factor and prerequisite, but it’s not the deciding motivational factor. Electric vehicles must win the minds as well as the hearts of consumers in order to be accepted. The Apple iPhone illustrates that point. It provides value as well as personalization and social currency. I don’t know what sustainable marketing of hybrids and electric vehicles looks like yet, but the cool factor is certainly central to their success and acceptance.

Advanced vehicle technologies, such as connected vehicles and electric propulsion, follow a “hype cycle” of development and deployment consisting of five phases that describe how and when technologies move beyond hype and become acceptable.

First, there is a technology trigger point, where a breakthrough, product or concept vehicle is introduced that generates significant interest and buzz. That creates a peak of inflated expectations in which over-enthusiasm and unrealistic expectations are created by media buzz and publicity. The third phase is a trough of disillusionment where the technology fails to meet the over-hyped expectations and quickly becomes perceived as unrealistic and not ready for deployment.
Today, we are in the fourth phase with connected and electric vehicles, when a slope of enlightenment has evolved and innovative companies are experimenting and developing new applications of the technology—this is the stage where SEMA companies shine! With some vehicle technologies, as with the internal-combustion engine, we are heading toward the fifth phase—a plateau of productivity in which technologies reach a point of maturity, commercialization and mass production.

SN: What about green vehicle technologies specifically? Have one or two systems become more predominant? Is there increasing interest in green vehicle technologies and opportunities among SEMA companies?

JW: The era we are in is like the Wild West. There are many competing new powertrain technologies, but it’s not clear which one may dominate. The internal-combustion engine will be around for at least another 20 years, but production will erode as new, more efficient powertrain technologies emerge. Ford’s EcoBoost combination of GDI and turbocharging is its short-term solution for increased fuel efficiency and improved performance, but Ford is also launching four new hybrids and electric vehicles over the next three years, and the company’s current hybrids will receive a new generation of more powerful lithium-ion batteries in 2012.

	A touch-screen center stack display is the key interface on MyFord Touch. The interface includes dual 4.2-inch LCD screens with corresponding five-way button steering-wheel controls and the 8-inch touch screen, all controlled by simplified Sync voice commands.

The term “green” means different things to different people. To some, it’s a fad or movement that may or may not impact them, their businesses or their lifestyles. To some it’s a threat; to others it’s an opportunity. Regardless of what you call it—green, eco-friendly, sustainability, clean-tech or whatever—it’s here to stay and will be part of the foreseeable future for the automotive industry, SEMA members and anyone involved with the performance and specialty-equipment industry.

When I talk about green vehicle technology at SEMA, it’s important to note that I’m not talking about soy-based seat foam or hemp-woven floor mats. I’m talking about the next generation of performance technologies for muscle and high-performance electrics, hot rods and sport hybrids. As Bill Ford said at a recent electric vehicle conference that he and I participated in, “The question is: Will customers want these vehicles? The short answer is: It depends on how many trade-offs they have to make.” Bill Ford summed it up very well; however, consumer acceptance of alternative powertrains, connected vehicles and active safety systems is still highly underestimated by many industry stakeholders. And as I’ve said before, hybrid and electric vehicles represent blank canvases for SEMA-member companies. SEMA is uniquely positioned to demonstrate that horsepower and green power can coexist without sacrificing performance or the cool factor.
Green performance may be more appropriately described as “next-generation performance” from a SEMA perspective. Consumers are demanding greater fuel efficiency without sacrificing performance but are also unwilling to pay a premium for it. There is no dominant technology with the proliferation of alternative powertrains in the industry, and that spells opportunity for innovative SEMA companies that know how to provide low-volume parts, systems and performance enhancements to make these vehicles go faster and farther.

Next-generation performance is fusing with the golden age of the internal-combustion engine. It’s right in the middle of this 100-year industry transition. As I said, the gasoline engine will be around for at least a few more decades, but
so will many of these new and emerging technologies, and that’s where the action will be—along with the engineering, R&D, business opportunities and the next generation of performance enthusiasts.

	Driving green, connected, safe and cool continue to lead the way in describing the four megatrends that the auto industry is focused on as it restructures. Vehicle technologies are accelerating as rapidly as an American Le Mans Series racer exiting a hairpin onto a straightaway.

Next-generation performance isn’t just about powertrains, it’s about making vehicles lighter and more aerodynamic. It’s about better brakes, performance wheels and tires, replacing mechanical systems with electronics, better lubrication, increased cooling and so on—many of the same things that gave birth to the hot-rod industry and were on display at the first SEMA Shows under the bleachers in Dodger Stadium and at Anaheim back in the ’60s.

SN: I saw a story recently about a guy who converted a vehicle from a gasoline powerplant into an all-electric car. He did the conversion himself for a total of, I believe, less than $15,000. Obviously, not everyone has the technical ability to do something like that, but doesn’t it reveal business opportunities for specialty-equipment entrepreneurs?

JW: Absolutely. Johnathan Goodwin, an innovator and speaker in our Vehicle Technology Briefing Program who is also known as Johnny Magic on musician Neil Young’s latest music video, converted a ’59 Lincoln Continental into a 100-mpg clean diesel hot-rod hybrid with 500 hp and 500 lb.-ft. of torque. Simon Saba, CEO and founder of Saba Motors in California, is another excellent example. Saba, who describes his vehicle as “the Model T of high-performance electric vehicles,” exhibited his Progressive Insurance Automotive X Prize vehicle at the SEMA Show in November and is a leading competitor to win the coveted $10 million X Prize. Steve Pruitt of Corsa Motorsports in Sandy, Utah, also displayed his American Le Mans Series award-winning vehicle—what The Wall Street Journal called the “The World’s Baddest Hybrid”—along with his kinetic energy recovery system (KERS) at the SEMA Show. He is now commercializing his KERS innovation and gaining market exposure through SEMA’s Vehicle Technology Briefing Program and the Green Performance Conference (see “2010 MIA/SEMA The Race Has Gone Green Conference” sidebar on p. 69), as are Goodwin and Saba.

SN: Have the OEMs been swayed by arguments in favor of open architecture for vehicle systems? Ford and GM seem to be going that way, and the Scion brand is something of an industry benchmark for the concept. Are other companies becoming more enlightened?

	“Truly great competitions are aligned with the best motor racing venues in the world, and the benefits of competing extend well beyond the checkered flag,” said John Waraniak, SEMA vice president of vehicle technology.

JW: Building unprofitable cars for people who don’t want them is a failed business model. Enlightened OEMs and NOEMs—niche original-equipment manufacturers—are starting to understand that no one is rich enough or smart enough to go it alone today. The best companies have realized that collaboration, open innovation and decoupled development are key strategies for profitable growth in these transformational times.

The old approach of proprietary architectures and closed systems and the OEM’s old business, revenue and organizational models haven’t died yet, and the new, more collaborative model of open innovation is just beginning. Many great SEMA companies built their reputations on doing what OEMs cannot or are unwilling and unable to do, so this is a great time to complement OEM book smarts with SEMA street smarts. I believe that SEMA-member companies are positioned very well to take advantage of the current industry disruption and OEM restructuring.

Ford is an excellent example of a company that is challenging the conventional wisdom of closed systems with non-traditional open systems and innovative thinking. When Alan Mulally was hired as CEO in 2006, he stated that Ford was a car company but that it would learn how to think like an electronics company. His strategy has paid off with well-executed initiatives, such as Sync, where Ford partnered with Microsoft and Continental, and now MyFord Touch, where the company partnered with Sony, INRIX, Pandora, Gracenote and others to accelerate their time to market and, even more importantly, their time to profit.

			“Regardless, of what you call it—green, eco-friendly, sustainability, clean-tech or whatever—it’s here to stay and will be part of the foreseeable future for the automotive industry, SEMA members and anyone involved with the performance and specialty-equipment industry.” —John Waraniak, SEMA Vice President of Vehicle Technology

Consumers want seamless on-board vehicle connectivity with their homes, offices and the rest of the world. The challenges and opportunities for the aftermarket lie in how effectively these features, devices and accessories can be integrated into vehicles by OEMs, suppliers and specialty-equipment manufacturers, retailers and installers. Flexible systems, interoperability, open platform architectures and OEM-aftermarket-retail collaboration are the way forward. Open innovation and collaboration with nonendemic automotive partners to connect consumers’ lifestyles with vehicles, brands and experiences have their challenges but even greater rewards—particularly when you consider that there will be 4 million new drivers every year for the next 10 years who will demand personalization and connectivity with devices and vehicle interfaces that don’t distract. Telematics was considered a novelty just 10 years ago, and now, according to Gartner, by 2016, consumers will not buy a vehicle if it does not offer connectivity.

SN: In the last 12 months, we’ve seen automakers eliminate models and even whole nameplates. What can SEMA-member companies do to enhance their standing with the OEMs as a channel through which to provide product differentiation and personalization?

JW: Markets are continuing to fragment into smaller segments, and the automakers have been forced to achieve even greater economies of scale and cut costs by building more models off of fewer platforms. The good news for SEMA members is that personalization and product differentiation matter even more to today’s consumers and the next generation of drivers and enthusiasts. Traditional mainstream products and mass markets used to define the edge.

Today, the edge defines the mainstream, and SEMA companies live a lot closer to the edge—what I call the pulse of the consumer and niche markets.

SN: What technological challenges should SEMA companies prepare for? How can technology be used to an aftermarket company’s advantage?

JW: Vehicle complexity, systems integration, interoperability and consumer acceptance will continue to be major challenges facing OEMs as well as the automotive aftermarket. Advanced vehicle technology is a dual-edged sword. It can help solve problems and reduce costs, but it can also create the new kinds of challenges and problems we’ve seen in recent recalls involving software integration and drive-by-wire and brake-by-wire systems. 

	Next-generation performance isn't just about powertrains, it's about making vehicles lighter and more aerdynamic.

The recalls have forced a reevaluation of the way vehicle technology is designed and integrated and how much consumers need to know about how a vehicle system works when it malfunctions. Also, distracted driving has gone from a dangerous practice to a deadly epidemic over the past few years with the proliferation of mobile electronics and digital connectivity in vehicles.

Charging time, durability and safety issues surrounding lithium-ion batteries are wildcards, and new technologies could be game changers for hybrids and electric vehicles. SEMA companies that can help solve battery-pack cooling problems and develop applications for improved energy efficiency, recovery and storage will do very well in the coming years. A lithium-ion battery glut may be looming that could create new opportunities for the private sector and SEMA members that build muscle electrics and hot-rod hybrids. Ultra-capacitors and super-capacitors could become the next-generation performance aftermarket’s equivalent of turbochargers for sport hybrids and electric vehicles.

Leveraging advanced vehicle technologies requires effective balancing and knowledge of systems-level trade-offs. SEMA companies have to be careful not to compromise one aspect of performance in order to improve another. For example, low-rolling-resistance tires improve fuel efficiency but decrease wet braking performance, and installation and integration of infotainment devices increase consumer connectivity but may increase driver distraction.

As an engineer, I think vehicle technology is great. But commercialization and consumer acceptance of these technologies are the multipliers to achieving industry growth, increased sales and market share. Innovation doesn’t come from the discovery of technology but from being the first to use technology to meet consumer needs and wants.

SN: Part of your role at SEMA requires that you spend a lot of time with the automakers and suppliers. What do your contacts seem most excited about from a technology standpoint?

JW: One of my primary responsibilities is to provide members with relevant information and insights that help them compete and grow their businesses today while also offering increased awareness of major vehicle technologies and engineering trends to help them prepare for tomorrow’s challenges and opportunities. There have been some major developments in these areas over the past 18 months.

	In Ford's EcoBoost engine, spent gases are pushed through the exhaust valves, where they are routed to turbochargers for the efficient conversion of exhaust gasses into energy to drive the turbos. The result is increased fuel efficiency with improved performance and an example of how horsepower and green power coexist.

Ford’s turnaround plan is based on vehicle electrification—both hybrids and battery electric vehicles (BEVs). General Motors is committed to making electric motors, power electronics and batteries its core technologies. Although hybrids and BEVs make up only 5.5% of the current U.S. market, they will grow to 9% over the next five years and represent more than 15% by 2020.

Alternative powertrains and dedicated platform architectures, such as the Chevy Volt, may seem too small and insignificant for SEMA companies to be concerned with, but they represent the direction of vehicle technology, engineering and—perhaps, most importantly—the next generation of enthusiasts and performance products. Performance is not the top priority of the OEMs with these vehicles. Automakers and original-equipment suppliers are more focused on safety, reliability, durability and cost. Performance ranks only fifth—and that represents new and exciting opportunities for the growth of SEMA companies.

Connected-vehicle technologies and automotive interiors are significant areas of growth for SEMA members. The typical instrument panel and center stack is quickly evolving into a cockpit-type dashboard with a blank screen to which drivers may add personalized applications for safety, connectivity and performance. Drivers use a variety of senses for connecting
and interfacing with their vehicles, including graphics, touch and voice. I can envision a day soon when innovative dealers and independent installers become automotive applications stores specializing in customization, accessorization and personalization. Our Vehicle Technology Briefing Program at the 2010 SEMA Show will include a session on “Apps for Autos” to help SEMA members take advantage of the new opportunities being created with connected-vehicle technologies.

Leading automakers and suppliers recognize that growth in the new auto industry doesn’t lie in disrupting large, over-served markets but in disrupting long-tail, under-served niche markets. Growth lies in emerging segments, such as hybrids and battery electric vehicles, and that spells opportunity for SEMA companies and startups with cost-effective, low-volume-production business models with democratized technology for new, used and retrofit vehicles. Henry Ford democratized technology in the auto industry 100 years ago by racing and making a car with a new type of engine that nearly everyone could afford. It’s the same challenge today.   

2010 MIA/SEMA The Race Has Gone Green Conference

The Race Has Gone Green Conference, which will be held Friday, April 16, in conjunction with the Toyota Grand Prix of Long Beach, is part of SEMA’s Technology Briefing Program. The conference is designed to provide SEMA members with an exclusive opportunity to gain valuable information and insights from some of the world’s leading automakers, teams, drivers and organizations participating in the race, events and activities at the track.

“Truly great competitions are aligned with the best motor racing venues in the world, and the benefits of competing extend well beyond the checkered flag,” said John Waraniak, SEMA vice president of vehicle technology. “In fact, the most important race is not on the track. Once the finish line is crossed, you are left with innovations and proven technologies that impact what you and I drive today and tomorrow. The American Le Mans Series (ALMS) competing at the Long Beach Grand Prix is an excellent example of relevant racing and represents the future of racing.”

The conference will include keynote presentations and panel sessions in which attendees will interact with the speakers. The guest speakers lineup includes Scott Atherton, ALMS CEO; Robert Davis, Mazda senior vice president of quality, research and development; Jamie Allison, Ford director of North American motorsports; Steve Pruitt, Corsa Motorsports; and former Formula One and ALMS champion driver David Brabham.

To sign up for the conference, visit www.SEMA.org/racegonegreen. The $275 fee for SEMA members and $375 for non-members includes not only the conference and its wealth of information and business networking opportunities, but also a luncheon and paddock tour where attendees will meet and talk with team owners, drivers, crew chiefs and engineers on pit row.