SEMA News—October 2021

EVENTS

From Vehicle Builders to Marketing Experts: SEMA Show Education Has It Covered

Topics Include Electronics, Builders, CEOs, Digital Marketing and International Exports

By Jason Catullo

When the doors of the 2021 SEMA Show officially open Tuesday, November 2, attendees will scope the Show floor for new and trendsetting products, meet with customers, and see nearly 2,000 custom vehicles with the latest in performance and styling upgrades. With the Show floor brimming with eye candy and fuel for the imagination, the SEMA Show Education Program is available to provide the know-how and knowledge to succeed in the specialty-equipment marketplace.

The SEMA Show Education Program includes more than 100 seminars covering market-specific topics and trends, giving Showgoers a cost-effective way to hear from top experts and learn the latest business skills. Education sessions begin on Monday, November 1, the day before the 2021 SEMA Show opens, and include sessions through Friday, November 5.

“Attending the SEMA Show is an investment, particularly for small businesses that close up shop while they are away,” said Tom Gattuso, SEMA vice president of events. “We work hard to provide Showgoers with the greatest possible return on their investment, and we’re excited about what we’ve developed for this year.”

Included in the SEMA Show Education Program are tracks covering automotive electronics, vehicle builders, CEOs, digital marketing and international exports. This year’s program includes the return of popular market-segment-specific tracks presented in partnerships with the Industry Conference of Auto Collision Repair (I-CAR) and the Society of Collision Repair Specialists (SCRS). Here is an example of the array of education sessions available this year.

SEMA Show Education Sessions

Seamless Visual Integration of Modern Electronics in Vehicles

• Tuesday, November 2, 1:00 p.m.–2:00 p.m.

This informative session takes attendees through many design ideas and concepts that can differentiate your installation work and appeal to high-end clientele. Serviceable interior and trim panels are an essential element to this session. Creating shapes that emulate the vehicle’s design cues and essentially blend the electronics to seem as if factory installed is also covered. Choices of interior materials, sanitary wiring techniques, tips to speed up interior fabrication and more are all part of this can’t-miss educational session.

Marketing Shifts—Life After the Golden Age of Print

• Monday, November 1, 12:30 p.m.–1:30 p.m.

A team of digital, influencer and automotive marketing experts will help you navigate our industry’s changing landscape of print. Learn about digital opportunities and how to tell your story, build a brand, and find customers using today’s tools. Expect a lively Q&A session as well.

Car Building: More Than Just a Vehicle

• Monday, November 1, 3:00 p.m.– 4:00 p.m.

This session will go through the custom car-building business process from start to finish. From scheduling, budgeting, tracking and invoicing, to renderings, plans and communications—see what it takes to build a car without touching the car. Hear some lessons learned along with do’s and don’ts from one builder to another.

I-CAR Education at the 2021 SEMA Show

SEMA Education is pleased to partner with the Inter-Industry Conference on Auto Collision Repair (I-CAR) to bring quality seminars to the collision-repair sector. I-CAR conferences are “pay-to-attend” and pre-registration at www.SEMAShow.com/education is required. The following are just several of the many I-CAR sessions to choose from.

Capturing Quality Photos

• Wednesday, November 3, 1:00 p.m.–4:00 p.m.

Improve photography techniques! Students will photograph images of actual vehicles in a shop environment. They will participate in seven activities to provide hands-on practice using their own equipment, including a camera, tablet or smartphone. Students will develop techniques to maximize lighting, angles and distance in their collision-repair photography.

Sectioning Scenarios

• Tuesday, November 2, 9:00 a.m.–12:00 p.m.

This seminar is designed to provide an understanding of sectioning, how to prepare a part for sectioning, how to determine sectioning locations, cutting and welding techniques, full-frame sectioning considerations, and completing the repair. (A recommended course to take prior to the SEMA course is Training and Certification: Steel Sectioning.)

The Art and Science of Estimator Interactions

• Wednesday, November 3, 9:00 a.m.–12:00 p.m., and Thursday, November 4, 1:00 p.m.–4:00 p.m.

This conference is an exploration of the estimator role. Participants will discuss the practical applications of the estimator’s workflow as well the soft skills required for effective communication with co-workers, customers and the insurance company representatives.

SCRS Repairer Driven Education Series

From advanced driver-assistance systems (ADAS) to electrification, new vehicle technologies are developing rapidly, and collision-repair professionals are at the tip of the spear in dealing with them. No wonder industry organizations like the Society of Collision Repair Specialists (SCRS) are placing an emphasis on education and partnering with the SEMA Show to deliver high-level learning programs to the sector. Below are examples of just some of the SCRS sessions scheduled for the Show.

Be Memorable: Uncover Hidden Value for Your Customer in Their Claim

• Tuesday, November 2, 9:30 a.m.-11:30 a.m.

Get ready for an education in overlooked services that will significantly help your customers but cost you nothing. Learn how to make the negative experience of an accident into one that your customer will thank you for and make them recommend your shop to others.

Shops that suggest cost-free services experience repeat customers. With zero cost to the bodyshop and no upfront cost to the customer, you will experience free marketing with these services as well as a loyal customer base.

Glue Pull Repair–Pull to Paint and Beyond!

• Tuesday, November 2, 9:30 a.m.–11:30 a.m.

Defining, demonstrating and developing an understanding of the full capability of GPR—up to full paintless dent repair. Find out whether the limitations are in the system or in the technical approach. This presentation will include both case-study review and hands-on instruction.

IDEAS Collide Showcase

• Friday, November 5, 10:30 a.m.–12:30 p.m.

The IDEAS Collide Showcase is a one-of-a-kind event featuring 10 fast-paced presentations designed to stimulate thought, innovation and resolution of business challenges with brash, outspoken and provoking concepts from thought leaders both in and out of the industry.

Audience members will be intrigued by individuals and companies with an eye on the future, willing to take center stage with innovative ideas, business models and concepts that have the potential to revolutionize the future of the collision-repair industry. Topics could rattle the status quo with ambitious ideas that have a transformative effect on the industry, or offer conceptual keys to resolving existing market challenges, business considerations, resources or solutions that stem from great minds and efforts.

Bonus Event: The RDE After-Party

• Thursday, November 4, 9:00 p.m.–11:59 p.m., Westgate

Don’t miss the premier collision industry networking event of Show week. Aside from education, networking is one of the key benefits attendees gain from attending events such as the SEMA Show. This evening event provides unique experiences in some of the most sought-after Vegas locations, and has become a fixture of the Show for high-profile individuals within the collision-repair communities. Tickets are limited, and early registration is encouraged.

To view the entire 2021 SEMA Show Education program online visit
www.SEMAShow.com/education.

SEMA News—October 2021

HERITAGE

Bob D’Olivo:

From Indy to Africa to Jill St. John’s Swimming Pool

By Drew Hardin

Photography Courtesy: Joe Moore, Petersen Publishing Company Archive

If you are a fan of the historic photos that appear in the SEMA Heritage department of SEMA News, you have Bob D’Olivo to thank—in more ways than one. D’Olivo, who passed away in July at age 94, shot many of those photos during his 40-plus-year career at Petersen Publishing Company.

His name may not be familiar, but his images are iconic and include these gems: Pinstriper Von Dutch sitting cross-legged and playing the flute with a third eye stuck to his forehead; Andy Granatelli planting a big kiss on Mario Andretti in the Indy 500 winner’s circle; or D’Olivo’s boss, Robert E. Petersen, shot from above as he kneels on all 240 copies of Hot Rod in a tribute to the publication’s 20th anniversary. And any number of celebrities, from Johnny “Tarzan” Weissmuller to a teenaged star in the making named Jill St. John, swimming underwater in one of Southern California’s ubiquitous backyard pools. (During those photo shoots, D’Olivo often couldn’t resist turning the camera on himself, so there are several self-portraits of him in a diving mask and scuba gear, his normally well-coifed hair aiming at the water’s surface.)

D’Olivo was versatile largely due to his talents with a camera, but also because he had to be. Petersen Publishing Company got its start covering enthusiast automobiles, but Petersen would later expand his magazine stable to reach other audiences, with titles that included Guns & Ammo, Skin Diver and Teen, so D’Olivo had to be adept enough to photograph cars racing up Pikes Peak, Pat Boone’s family relaxing at their Beverly Hills home, and Bob Petersen on one of his many African safaris.

As head of Petersen’s photographic department, D’Olivo managed a talented staff of shooters, but there was a certain artistry that set his work apart. You can spot a D’Olivo photo taken at Bonneville in the ’50s for the context he put in frame, like dramatic sunrises and cloud formations over the salt. Or how he experimented with composition, often shooting photos at a higher (or lower) angle than expected to give readers a fresh perspective of the scene.

Twenty-first century viewers of his work also should keep in mind that D’Olivo achieved this high level of creativity in the ’50s and into the ’60s without any of the conveniences that a photographer today takes for granted. He shot film, often using a twin-lens Rolleiflex camera (like the one he’s holding here with a Limelite flash gun attached as he kneels in front of a ’55 Buick).

No through-the-lens light metering. No autofocus. Advancing the film was done with a hand crank. No way to preview an image and delete the bad ones. In fact, one is struck, looking at his negatives today, at how few “bad ones” there are in his hundreds (maybe thousands) of photo assignments. Nearly every frame is properly exposed, sharp and thoughtfully composed.

Aside from his creative talents, there’s another reason to think of Bob D’Olivo whenever a vintage Petersen magazine photo sees the light of day: He is largely responsible for creating the Petersen Publishing Company photo archive.

Photographers in the company’s early days kept their own negatives—and sometimes lost them—with little thought to the automotive history they were recording. In 1955, D’Olivo developed a system for logging each exposed roll of film that came through the department, assigning it a number and then storing the negatives, safe in glassine sleeves, in metal cabinets. The cabinets he bought in 1955 are still being used, and they’ve since been joined by dozens more as well as rows of shelves holding file folders of color transparencies to house the millions of images taken by Petersen’s photographers over the years.

After his retirement in 1996 and up until very recently, D’Olivo remained close to the magazines and photo archive that he helped create. He was always glad to visit the archive, review images and provide priceless insight into who and what was on that film. His stories would bring us back to those years more than a half-century ago when a young man and his cameras traveled the world with an eye for capturing adventure, four-wheeled and otherwise.

SEMA News—October 2021

Building a Voice of Impact:

SEMA Individual Membership

By Chris Kersting

The Specialty Equipment Market Association (SEMA) was founded to represent a community of companies that serve the needs and passions of automotive enthusiasts around the world. There are a few different categories of SEMA membership—manufacturers, distributors/retailers, and a variety of service providers—but with few exceptions, only companies have ever been allowed to join SEMA.

That is about to change.

In May 2021, the SEMA Board approved a new SEMA Individual Membership category and amended the SEMA bylaws to allow for individuals to become SEMA members. This momentous change means that enthusiasts, consumers, students and anyone who embraces and enjoys the customization of all things automotive will, for the first time, be able to join SEMA and join in the fight to preserve, protect and grow the automotive hobbies.

By building an individual member category, the association is building the capability to address an increasingly challenging regulatory landscape—one that is unfavorable to vehicle enthusiasts and the industry that supports them. This change is necessary because the policy-making machinery at the federal and state levels is more active than ever, progressively pushing gas-powered vehicles to the side without regard for all the positives they represent—and the needs and wants they serve—in today’s world.

The current political sentiment in Washington, D.C., often supported in the media, has caused a strong tide that is running against the future of the internal-combustion engine. Targets have been announced for the end of gas-powered cars and trucks despite the challenges facing electric vehicles, including power supply, infrastructure, vehicle costs and range limitations, to name a few.

Sadly, electric vehicles are not presented as a useful complement to the 282-million-vehicle-strong fleet of gas-powered daily drivers but as the only vehicle option that should be available. And never mind about the incredible strides made in delivering clean internal-combustion engines powering the current American demand in the vehicle marketplace.

More specifically for our industry, the federal Environmental Protection Agency (EPA) has decided that modified cars and trucks are a worthy target for increased enforcement activity, regardless of the fact that these vehicles are often not daily drivers and contribute little to the overall emissions totals from automobiles. The EPA has even gone so far as to say that the Clean Air Act prohibits conversion of street vehicles for exclusive use in racing. It is now requiring an Act of Congress—specifically, the SEMA-sponsored Recognizing the Protection of Motorsports Act—to get us back to a reading of the law that’s been honored by the EPA for the past 50 years.

At the state level, policymakers are also adopting bold zero-emissions vehicle targets; some have announced plans to ban the sales of new internal-combustion-engine vehicles by the end of the decade. And carmakers are on the bandwagon touting that they will soon be offering all-electric fleets.

Those are just some of the most immediate challenges to the American love affair with horsepower and the automobile. SEMA has taken the position that these challenges cannot go unanswered. We will need a united voice.

SEMA’s initiative to enroll individual enthusiasts in membership is a way for all of us to band together, to help each other protect and preserve the opportunity to enjoy the automotive hobbies that contribute so much to the nation’s recreational culture and the economy.

SEMA Individual Members will receive a regular SEMA newsletter as well as action alerts to help join the fight to preserve the hobby. And for the first time, enthusiasts who join will be able to contribute to the SEMA PAC—the industry fund that supports federal legislators who help support and protect the automotive culture. Members will also receive a membership card, SEMA Individual Member decals and a member-insignia ballcap—all to proudly display their support of the right to modify their vehicles and to enjoy the automotive lifestyle.

The SEMA Individual Membership initiative will launch at the end of September 2021. To learn more about how to encourage your company’s employees and your enthusiast customers to join, please contact the SEMA membership team at member@sema.org.

We look forward to growing this collection of spirited enthusiasts to create a voice of the automotive culture that cannot be ignored. Together we can help ensure that gearheads of today and tomorrow will be enjoying their modified cars and trucks for many years into the future!

SEMA News—October 2021

INTERNATIONAL

Top 10 Tips to Increase Your International Sales at the SEMA Show

By Linda Spencer

As the industry gets ready to reconnect in person at the 2021 SEMA Show, the excitement and pace of both domestic and international buyer registrations are building. This article focuses on the international buyer—those residing outside the United States seeking products to meet local demand, whether it be in Sweden, the United Arab Emirates or South America. What follows are some top tips for attracting international buyers to your booth. After all, SEMA members’ products have great overseas appeal.

Does your company have a strategy for meeting and following up with international buyers? According to the U.S. Department of Commerce’s International Trade Administration (ITA), U.S. exports of goods and services totaled $2.5 trillion and supported 10.7 million U.S. jobs in 2019. Of the 288,000 U.S. companies that exported goods in 2019, 97.4% were small- and medium-sized enterprises (SMEs).

“The majority of U.S. specialty equipment companies are SMEs and their high-quality, innovative products have great appeal to car enthusiasts worldwide,” says Dr. Monica Gorman, ITA’s Deputy Assistant Secretary for Manufacturing. “Our agency is pleased to continue to partner with SEMA to help its members to expand their exports. For U.S. companies looking for help developing an export strategy, finding new overseas distributors, or vetting potential customers, I urge you to visit www.trade.gov and to contact a representative of ITA’s U.S. Commercial Service. We have offices in more than 100 cities nationwide.”

The SEMA Show is an excellent avenue to meet new customers from overseas and increase your company’s sales to international markets. In SEMA’s survey of top global buyers, we found that 64% of them dedicated three-quarters of their time to walking the aisles to find new products. What are some easy steps to meet new international buyers at the Show and attract them to your booth?

• Identify international buyers by looking for the easily seen “International Buyer” designation on their badges. Actively seek out those with international buyer badges. Acknowledge your present customers, friends and neighbors, but keep an eye out for that next best customer who may be located overseas.
• Designate one or more staff with the primary responsibility to engage with international buyers who might be a little hesitant to ask for assistance. Make sure that you have enough staff to adequately handle your booth. This is especially true if your booth is busy or when competing with U.S. attendees for attention. Research indicates that 58% of Show guests will not wait longer than one minute for a sales representative’s assistance.
• Place products in the New Products Showcase (NPS). It’s a great way to get your hottest new products in front of buyers and the media (including international media). The annual Global Media Awards will once again be selected by a group of global top automotive journalists. Each journalist will name 10 products from the NPS that he or she thinks will most appeal to consumers in their home markets. Winning companies will be recognized at the International Happy Hour, receiving Global Media Awards that signify the global appeal of their products and their companies. About 80% of all buyers visit the NPS, according to SEMA Show surveys. In our own mini survey of about 60 global buyers, our numbers really tracked that finding, with 79% reporting that they visited the NPS.
• In fact, in an interesting finding, the top two influencers prompting global buyers to stop and visit an exhibitor were first that something caught their eye as they walked the aisles; and second that many international buyers ar
• Request a free “We Export” sign to place in your booth. Let international buyers know that you are interested in doing business with them by using this complimentary multilingual sign. Visit https://tinyurl.com/we-export for the “We Export Sign Request Form.” Better yet, if you are selling products for overseas applications, make sure that they are prominently displayed with signage showing the vehicles they fit.
• Utilize the Center for International Commerce (CIC). Located in Las Vegas Convention Center room Westgate 233, the CIC offers complimentary private meeting space and interpreters to facilitate meetings between exhibitors and international buyers. A team of interpreters will be on hand to assist in bilingual communication in key languages such as French, Spanish, Chinese, Japanese and Portuguese. Exhibitors are welcome to use these export-oriented services. Information will also be available regarding SEMA’s upcoming international business-development events.
• Attend the SEMA Show’s International Happy Hour. The event, to be held Wednesday, November 3, provides an opportunity to meet with not only international buyers from around the world but also international media. Visit https://tinyurl.com/sema-ihh to register.
• Set aside time to attend one or more International Roundtables on Monday, November 1, in Upper West Hall room W229 to learn about international markets and network with international buyers and other exporters. For the schedule of international sessions, visit https://tinyurl.com/international-roundtables-2021.
• Vet leads and potential customers (global or domestic) before agreeing to partner. Look at factors such as their track record, capabilities, what other products they sell and whether they are a good fit. How many field salespeople does the distributor have? Is their current sales territory/product niche consistent with the coverage you seek? If not, is the potential partner willing and able to expand? What is their product mix? For example, how many product lines do they represent? Are those product lines compatible with yours? Would there be any conflict of interest? Does the distributor represent any other U.S. firms? If the companies are not selling similar products, consider reaching out to determine their experiences with customers.
• Inquire how the prospective customer prefers to communicate—by email, by WhatsApp, WeChat and Telegram? In many parts of the world, email is not often used and may be looked at infrequently.
• Follow up promptly. You leave Las Vegas tired but with lots of leads. Don’t let all your effort go by the wayside by not being active after the event is over. In this competitive world, if you don’t respond to leads within two or three days, your competitors will. Have a sound plan for following up with people immediately after the Show is over before you even head to Las Vegas, as you want to follow up with leads as soon as possible after the Show. The longer you wait, the longer they have to forget who you are and what you said. Make sure to take good notes during the Show to be able to send personal messages addressing their unique requests, concerns or interests.

For more information on SEMA’s international programs and resources, visit www.sema.org/international or contact Linda Spencer at lindas@sema.org.

Hold these dates: SEMA Middle East, March 22–29, 2022; and SEMA Nordic to Sweden in August 2022.

 

SEMA News—October 2021

RESEARCH

SEMA Market Research

More Than Supplying Free State-of-the-Industry Data

By Chad Simon

While the SEMA Market Research department is widely recognized for its annual “SEMA Market Report,” other lesser-known services it offers include consulting to help members understand what data is available to them—even beyond what is provided directly in its reports—and their potential business opportunities based on that data.

“We will often work with members who are looking for a specific type of information to find it either within what we provide or via outside collaboration with vendors,” said Gavin Knapp, SEMA director of Market Research.

Additional Reports Available

SEMA Market Research releases a variety of reports throughout the year. The biannual “SEMA State of the Industry Report” discusses where the industry is in terms of business results. Companies within the automotive specialty-equipment industry are surveyed to find out how business is going and where they see it headed in the future.

New research for this year includes the “Vehicle Landscape Report,” which details information about the different types of vehicles currently on the road, how that pattern changes over time, and how it connects to the specialty-equipment market. The “SEMA Light Truck Snapshot” digs in on the light-truck market and how it is expanding and changing, particularly as SUV sales continue to grow. “Classic Vehicle Report—Classic Cars, Modern Markets” focuses on how classic-car owners accessorize their vehicles and how they use them.

The monthly “SEMA Industry Indicators” report offers a snapshot of the industry and helps guide some of SEMA Market Research’s more extensive research. In January 2022, the next “SEMA Future Trends” report—an annual that explores what is expected to happen in the near- and potentially long-term future—will be released.

Interesting Findings

Knapp said that he has received much positive feedback about helping the industry understand the changing dynamics among vehicles on the road—specifically for the “Vehicle Landscape Report” and the “SEMA Light Truck Snapshot.”

“OEMs are selling fewer traditional cars [sedans and coupes], but many people were surprised to see the extent of it,” Knapp said. “Ninety-percent of the Big 3 Detroit automakers’ sales fall into the light-truck category. That includes not only pickups but also SUVs, CUVs and vans, so it really is a huge shift in the OEMs’ business model and also for our industry, because the vehicle platforms are going to be very different with less sedan-type vehicles available.”

Filling a Void

In determining what segment of the industry to shine a spotlight on, SEMA Market Research uses a variety of inputs from membership and SEMA’s councils and networks. Knapp and his team personally speak to members directly and ask them what topics they’re interested in finding more information about.

“That’s really what drives the selection as we determine the hot spots for emerging areas within our industry,” Knapp said. “Then we look at where have we not done a report that matches up with that.”

SEMA Market Research’s latest report, released in early September, dives into vehicle electrification. It highlights not only alternative fuels and pure electrics but also the technology found inside the vehicle, including advanced driver-assistance systems.

“We’re providing a better vision of where the market is right now with this idea that essentially cars are becoming rolling computers,” Knapp said.

One of the big takeaways that SEMA Market Research published this year was the effect COVID-19 had on the industry in relation to shutdowns.

“We’ve put out a lot of information over time that shows how the industry has changed and adapted,” Knapp said. “While there was certainly disruption in 2020, the industry actually came out of that with overall growth. We might not have expected this last April in the midst of the shutdown, but we ultimately found that consumers have taken up the call to fix up their cars even while they’re driving less.”

SEMA Member VIO: Finding Opportunity

Through a partnership with Experian Automotive, SEMA Member VIO (vehicles in operation) provides information regarding how many vehicles are currently registered for the road. That type of data—available for free to SEMA members—is useful for those who are considering making a product for a certain type of vehicle.

“Let’s say a company currently makes products for Camaros, and they want to know if there’s enough opportunity to make the same product for Mustangs,” Knapp said. “If they’re looking for a certain generation, like the Fox-body Mustangs, we can tell them how many are currently on the road.”

This information can also be specifically broken down to sales figures by make and model or even the number of Mustangs out there with 5.0L V8 engines. It can also work for retailers in deciding what kinds of products they should stock based on the types of vehicles they want to support. By using this data, businesses can measure their opportunities and determine their potential uptake depending on how many vehicles on the road match their product portfolio.

SEMA Market Research also helps companies understand their opportunities
geographically.

“We can tell them what the vehicle landscape looks like in an area they’re interested in,” Knapp said. “If they’re looking to expand their sales footprint or territory, we can help them find where there might be opportunities.”

How to Access SEMA Market Research Reports

All SEMA Market Research reports—including SEMA Member VIO—are available for free to members by visiting www.sema.org/research. Contact information is also listed on the website.

Additionally, SEMA Market Research is currently hosting an ongoing monthly webinar series, which can be found on the SEMA Virtual Education page at www.sema.org/virtual-education.

Knapp and his team also host multiple education sessions on the SEMA Show floor, and attendees are more than welcome to stop by, set up a meeting and learn more about what SEMA Market Research has to offer.

“We are here as consultants; it’s part of the service that we provide,” Knapp said. “If you are looking for specific information, or if you have questions about something that you’ve read in one of our reports, we encourage you to email or call us and let us help.”

SEMA News—October 2021

EVENTS

The 2021 SEMA Installation Gala

An Annual Tradition Makes a Symbolic Return in Las Vegas

By Mike Imlay

The annual SEMA Installation Gala is a long-established tradition where individuals who have made extraordinary contributions to the automotive specialty-equipment industry are recognized and celebrated. But this year’s Installation Gala, held July 30 in the new West Hall of the Las Vegas Convention Center (LVCC), was especially poignant.

Since 1976, the SEMA Installation Gala has been a celebration of industry volunteerism, leadership and SEMA Hall of Fame legacies. This year, the festivities in the Las Vegas Convention Center’s new West Hall held special significance for an industry reconnecting live and in person.

With famed automotive television and podcasting personality Kevin Oeste serving as emcee, the event marked the first official live industry gathering since 2019—plus it gave a preview of the LVCC’s latest renovations and the major reconnections to come at the 2021 SEMA Show this November 2–5.

The annual pre-banquet reception was held in the West Hall’s airy main atrium, providing a glimpse of things to come when the 2021 SEMA Show extends its footprint into the new space this November.

The banquet also punctuated a week of SEMA activities held in the expansive LVCC West Hall and the newly opened nearby Conrad Las Vegas at Resorts World conference center. Those activities included the yearly Exhibitor Summit for new SEMA Show exhibitors as well as high-level meetings of the SEMA Board of Directors and council and network leadership. An industry reception featuring the annual SEMA Cares Pinewood Drags (see sidebar on
p. 270) was held in the main West Hall atrium just prior to the gala celebration.

The SEMA Cares Pinewood Drags has become a much-anticipated charity event in the warm-up to the banquet. Donations help raise funds for SEMA Cares outreaches to children’s causes. The Industry Cup Challenge race is always especially spirited.

“This event is a special occasion for SEMA,” said SEMA President and CEO Chris Kersting in his opening banquet remarks. “It’s our chance to welcome our new SEMA Hall of Fame inductees and to welcome and give recognition to our Board volunteers.”

Kersting then noted the banquet’s significance after a year of disruptions and unprecedented challenges for the industry.

“We have learned what it means to truly persevere, and we all reminded each other over and over to stay positive, hang tough and keep moving forward,” he told the audience. “On behalf of the industry and the association you all worked so hard to serve, we owe all of you a debt of gratitude.”

Honoring Hall of Famers

Induction into the SEMA Hall of Fame is considered the trade association’s most prestigious honor, and it is reserved for outstanding individuals within the specialty-equipment industry whose creativity, dignity, integrity, industriousness and accomplishments on a national basis have enhanced the stature of, and significantly contributed to, the industry’s growth.

During the course of the evening, tribute was paid to 2020 Hall of Fame honorees Rich Barsamian, Jack Chisenhall, John Gaines and Joe St. Lawrence, all of whose live introductions to the industry last year were prevented by restrictions on public gatherings. The gala then focused on the 2021 Hall of Fame class of four inductees:

The 2021 Installation Gala was honored by the presence of (left to right) Jessi Combs’ mother, Nina Darrington; sister, Danielle Theis; and brother, Kelly Combs. They accepted Jessi’s Hall of Fame award posthumously on her behalf while recalling her tremendous spirit and legacy.

Jessi Combs built an accomplished career in the automotive industry as the host of several television programs, the founder of a variety of businesses, and an accomplished fabricator and race car driver. A passionate booster of the industry, she served as host for many SEMA events and was an enthusiastic SEMA volunteer and role model, especially for women. In 2019, Combs set a women’s land-speed record of 522.783 mph on an Oregon dry lakebed—a feat that resulted in an accident that led to her untimely death at age 39.

Hall of Fame inductee Rick Love thanked the association not only for the night’s honors but also for all that the industry has given him. The best friendships of his life have been forged in the aftermarket, he said.

Rick Love created a home workshop and leaned on his electronics degree to do wiring and air-condition installations for fellow hot rodders during his youth. He also freelanced as a Rodder’s Digest writer/photographer in the early ’80s. Eventually, his A/C work caught the attention of SEMA Hall of Fame and Vintage Air founder Jack Chisenhall, who introduced Love to SEMA volunteerism. He became a true industry advocate who has never wavered in his service to the industry and to its countless builders and businesses seeking to grow and develop.

Bob Moore’s passion for the industry shone brightly as he expressed his thanks for his Hall of Fame recognition. Hailed for his pioneering contributions to digital marketing, he reminded the industry that, today, data is everything.

Bob Moore once appropriately authored a monthly Aftermarket Business column titled “Ahead of the Curve.” With the rise of the internet and electronic catalogs in the early ’00s, Moore was a pioneer in establishing standards for automotive-aftermarket product data. As a SEMA Board member and chairman of the SEMA Business Technology Committee, he was instrumental in the adoption of standardized industry data. Moore’s work paved the way for the SEMA Data Co-op (now known as SEMA Data), which transformed how aftermarket brands bring product to market.

A racer and the founder of Schiefer Media, Carl Schiefer reflected on his career and the honor of becoming a SEMA Hall of Famer. His remarks were punctuated with a warmth and humor that resonated deeply with the audience.

Carl Schiefer is the son of SEMA’s first Hall of Fame inductee, Paul Schiefer. But Carl built a legacy of his own by founding Schiefer Media in 1985 as an enthusiast marketing agency specializing in automotive brands. A racer himself, Schiefer and his agency became instrumental in placing motorsports companies and their products front and center before a mainstream national audience, notably through television advertising—a breakthrough marketing approach for the time. His agency still operates as SCS, with his son James as CEO.

Celebrating Volunteerism

Chris Kersting, SEMA president and CEO (left); James Lawrence, SEMA’s newly inaugurated chairman of the Board (second left); and Tim Martin, who now serves as SEMA immediate past chairman of the Board (right); congratulate outgoing Past Chairman of the Board Wade Kawasaki for his years of leadership to the association.

In addition to the association’s Hall of Fame recognitions, the annual Installation Gala traditionally focuses a spotlight on the industry volunteers who take SEMA leadership roles. For 2021, gratitude was extended to SEMA’s outgoing Immediate Past Chairman Wade Kawasaki and departing Board members Dan Kahn, Donnie Eatherly and Brian Lounsberry. Thanks were also expressed to Tim Martin, who, having served his term as Board chairman, now becomes the Board’s immediate past chairman and secretary.

During a Board of Director’s session held July 30, James Lawrence (right) accepted the ceremonial gavel after being sworn in as Board chairman by Tim Martin (left), who became immediate past chairman.

Congratulations went out to former chairman-elect James Lawrence, who now begins his term as chairman of the Board, and Kyle Fickler who becomes the new chairman elect. Incoming Board members Lindsay Hubley (services category), Larry Montante (distributors) and Brian Reese (manufacturers) were likewise welcomed. (See the accompanying sidebar on p. 268 for the detailed list of incoming, outgoing and current Board members and their company backgrounds.)

An Iconic Milestone

Amid the salutes to industry volunteers, the evening’s festivities also included an unexpected surprise. Among the banquet’s noted guests was industry icon Ed Iskenderian, founder of Isky Cams and a legend of the motorsports world. Also a founding member of SEMA, Iskenderian turned 100 on July 10, 2021. After a video tribute highlighting his life and achievements, the centenarian was presented with a 100th-birthday cake as the entire room of guests sang “Happy Birthday” and burst into sustained applause.

The legendary Ed Iskenderian (center) was among the evening’s distinguished guests. Flanked here on the left and right by SEMA Hall of Famer Joe Schubeck and Gary Topalian respectively, Iskenderian had recently turned 100, a triumph applauded at the gala.

For SEMA Senior Director of Special Events Jamie Eriksen—whose team was instrumental in the event’s planning—the well wishes for Iskenderian epitomized the spirit of the annual gathering.

“This year’s gala was especially inspiring,” Eriksen said. “After a year of being apart, the industry was able to come back together and celebrate the people and volunteers at the heart of our aftermarket community. We were also able to introduce the industry to the amazing new LVCC West Hall and demonstrate our support for Las Vegas. I see it as a symbol of the many meaningful reconnections to come.”

SEMA Board Members Honored at the 2021 Installation Gala

Since 1976, it has been customary to celebrate industry volunteers at the Installation Gala, and this year was no exception. For 2021, the association expressed special thanks to the following outgoing, incoming and ongoing SEMA Board of Directors members:

Outgoing Board Members

• Immediate Past Chairman Wade Kawasaki, President and CEO, Legendary Companies
• Dan Kahn, President and CEO, Kahn Media Inc.
• Donnie Eatherly, President, P&E Distributors Inc.
• Brian Lounsberry, CEO, FuelArmy

Incoming Board Members

• Lindsay Hubley, Managing Partner, Lodestone Events LLC
• Larry Montante, Vice President, Category Management, Keystone Automotive Operations
• Brian Reese, President and CEO, Driven Lighting Group

2021 Board of Directors

• Chairman of the Board: James Lawrence, CEO, Power Automedia
• Chairman-Elect/Treasurer: Kyle Fickler, Director of Sales and New Business Development, Driven Racing Oil
• Immediate Past Chairman/Secretary: Tim Martin, CEO, Aftermarket Advisors LLC

Members of the Board

• Chris Douglas, CCO, Edelbrock Group
• Lindsay Hubley, Managing Partner, Lodestone Events LLC
• Larry Montante, Vice President, Category Management, Keystone Automotive Operations
• Kim Pendergast, CEO, Magnuson Superchargers
• Brian Reese, President and CEO, Driven Lighting Group
• Kathryn Reinhardt, Director of Retail Marketing, 4WP Factory/Pro Comp/Rubicon Express/Smittybilt
• Bunyan L. (Les) Rudd, CPMR, President, Bob Cook Sales
• Ted Wentz III, CEO, Quadratec
• Steve Whipple, Director of Private Label Sourcing, Jegs High Performance
• Melanie White, President, Hellwig Products

2021 Pinewood Drags Winners

Each year, the SEMA Installation Gala takes place in conjunction with the SEMA Cares Pinewood Drags fundraiser. The charity event offers participants the chance to sponsor a Pinewood race car or challenge colleagues head-to-head during the pre-banquet reception.

Donations enable SEMA Cares to help significantly improve the lives of children in need through the work done by the Austin Hatcher Foundation for pediatric cancer; Childhelp for the prevention and treatment of child abuse; and the Victory Junction camp for children with serious medical conditions.

2021 Industry Cup Challenge (ICC):

Winner’s Circle

• First Place: Warn Industries
• Second Place: Turn 14 Distribution
• Third Place: Kunzman & Associates

ICC Winners by Category

• Warehouse Distributor: Turn 14 Distribution
• Manufacturer: Warn Industries
• Rep Agency: Kunzman & Associates
• Service Provider: Auto Image
• Media: Motor Trend Group

Council Cup Challenge

• First Place: Truck & Off-Road Alliance
• Second Place: Professional Restylers Organization
• Third Place: Emerging Trends & Technology Network

Build It For Me Class

• First Place: Joel Ayers, AACF
• Second Place: Kevin Gillis, Integrity Products
• Third Place: Mike Sullivan, Fox Products

Unlimited Class (Two Entries)

• First Place: Natalie Simon, Ford Motor Company
• Second Place: Tara Thompson, 4 Wheel Drive Dixie

SEMA Member News—October 2021

By Ellen McKoy

TORA Celebrates a Vibrant Industry

SEMA’s Truck & Off-Road Alliance (TORA) is planning for a dynamic week at the SEMA Show, beginning with a new location and culminating in the TORA Awards Reception.

“The SEMA Show is the grandfather of industry shows,” said council Chair Troy Wirtz. “We’re excited to return to Las Vegas and for members to experience what TORA has to offer.”

Showgoers used to trek to the South Hall to view truck and off-road products. No longer. The sections for Truck, SUV & Off-Road and Powersports & Utility Vehicles are now in the West Hall, alongside Restyling & Car Care.

Wirtz hailed the move.

“Like-minded customers in restyling and truck accessories have been crisscrossing the convention center,” he said. “With customers spending less time in each hall, their visits with exhibitors were brief. Being in the same hall creates new opportunities for truck accessories and restyling. I’m really excited about it.”

Welcome to Happy Hour

Want to quench your thirst after a day on the Show floor? Connect with the TORA select committee and members for a beverage and shoptalk during Happy Hour, to be held Tuesday, November 2, 4:00 p.m.–5:30 p.m., in LVCC West Hall booth #56155.

Cheer along as TORA presents two awards: Best New Product in the truck category and Best New Product in the off-road category. Check out a modified side-by-side as well as other TORA feature vehicles that will be prominently displayed outside the hall.

Sharpen Skill Sets

TORA is primed to power a builders’ panel moderated by journalist Sean P. Holman. “Why Truck and Off-Road Builders Are Thriving” is on tap for Wednesday, November 3, 11:00 a.m.–12:00 p.m., in room W235.

Truck and off-road accessories are hot categories and are gaining momentum. Vintage trucks, SUVs and modern truck performance are driving a banner year. Learn what builders consider to be some of the best aftermarket business
opportunities.

Toast Trailblazers, Support SEMA Cares

Experience TORA hospitality at its annual awards reception, to be held Wednesday, November 3, 5:00 p.m.–7:00 p.m., on the third floor deck of the LVCC West Hall. The always-packed networking event celebrates the union of two vibrant market segments—truck and off-road—and recognizes industry achievements. As guests savor appetizers and drinks, emcee Rick Hermann will engage in a spirited spiel on the Pinewood Derby to help raise funds benefitting SEMA Cares.

“The reception is a favorite, and doing it in a new venue in the West Hall is a game changer,” Wirtz said. “I love doing the Pinewood Derby and generating funds for SEMA Cares. It’s a great atmosphere and a great way to celebrate our industry.”

SEMA News—October 2021

INDUSTRY NEWS

Fast Facts

Yokohama Tire Corp. (YTC) announced two new management changes, effective July 1. Stan Chandgie was promoted from vice president of consumer sales to executive vice president of sales and support, and Heather Adelman, director of strategic accounts, consumer sales, was named vice president of consumer replacement sales. Chandgie will report to Yokohama CEO Jeff Barna. In his new role, he will lead YTC’s consumer replacement and TBS/commercial sales groups along with Yokohama’s sales support functions. Adelman, who has been with Yokohama since 2008, will report to Chandgie.

Peter Rogers, a long-time executive in the music and entertainment industry, has been named vice president of sales for Sonoma Raceway. In his new role, Rogers will oversee all aspects of sponsorships and sales for the 1,600-acre Northern California facility, including title sponsorships, premium sales, corporate events and official speedway partnerships. Rogers holds former experience with Sony Music and Jay-Z’s Roc Nation. He will report to Speedway Motorsports Chief Sales Officer Kevin Camper.

Competition Specialties Inc. announced that Charlie Jensen is the newest team member of its purchasing department. Jensen has been in the automotive specialty-equipment industry since 1989, when he went to work as a customer service rep for Flex-a-Lite. Over the next seven years, he worked his way up in the company, achieving the ranks of production coordinator and sales manager. He has also worked in sales at K&N Engineering, R&R Marketing and IMS Marketing, which received recognition for outstanding service from SEMA in 2012.

Race Winning Brands (RWB) welcomed industry veteran Vic Wood as a regional tech support manager. Wood comes to Race Winning Brands with more than 40 years of experience in the automotive aftermarket. A native of Australia, Wood came to the United States in 2000 after a long career as a winning drag racer and oval-track competitor. At RWB, Wood will service automotive engine builders, performance shops and distributors throughout the Midwest. He will remain based out of the Kansas City area to serve the Midwest territories.

The Eastwood Company completed the acquisition of Yost Vises, a specialized provider of high-quality vises. The Yost Vises brand has a 100-year-old history as an industry-leading provider of rugged, durable and dependable work-holding tools sold at DIY price points. It offers a range of bench vises, drill press vises, woodworking vises and clamps and accessories sold via e-commerce to automotive enthusiasts, metalworkers, woodworkers and other DIYers and hobbyists.

Eleven Engineering Inc. announced that Oleksandr Antonenko joined the company’s growing research and development design team. Antonenko has a bachelor of science degree in electrical engineering from the University of Alberta.

Gold Eagle Co. announced the retirement of Robert F. (Bob) Hirsch. He joined Gold Eagle in 1957 alongside his father, company founder Armin Hirsch, and served as chairman and most recently senior vice president and director. For the past 10 years, Hirsch chaired the Automotive Aftermarket Charity Foundation to provide financial support for industry employees and their families and was active in fundraising for the American Cancer Society. He will continue to serve on the company’s board of directors.

With the untimely passing of Art Morrison Enterprises (AME) Vice President Craig Morrison, long-time AME employee Matt Jones (pictured) will take over a number of the responsibilities that he had shared with Morrison since 2019 as operations manager. Jones joined AME in 2005. He worked hand in hand with company founder Art Morrison. As the company grew, Jones ascended to the roll of lead engineer, ultimately supervising a trio of other chassis and suspension experts. Jones was the prime motivator in the development of the AME multi-link IRS.

Johnson’s Hot Rod Shop acquired the tooling, equipment and proprietary manufacturing techniques from Walker Radiator Works and will move forward as Johnson’s Radiator Works. Johnson’s Hot Rod Shop is committed to continuing the same standard of excellence set forth, as each radiator will continue using the finest-quality materials available, according to the company. The product line focus will be continuing on the legacy of Walker Radiator Works and developing into other markets for later-model car and truck applications.

Aeromotive announced the hiring of Phillip VanBuskirk as national sales manager. VanBuskirk brings 16 years of aftermarket automotive sales experience to Aeromotive, formerly working as a performance parts specialists for both ProCharger and Weld Racing. In his new role, VanBuskirk will be responsible for all Aeromotive sales functions.

Holley announced that Vinod (Vinny) Nimmagadda was appointed executive vice president of corporate development and new ventures. Nimmagadda, an experienced investment banker, will serve as a member of the executive leadership team and report directly to President and CEO Tom Tomlinson. Prior to joining the Holley team, Nimmagadda served as vice president at Jefferies Group LLC in the global automotive aftermarket team, where he played a role in many mergers and acquisitions transactions, financings and equity offerings.

Bridgestone Americas announced that Sara Correa has been appointed chief marketing officer (CMO), effective July 26. Correa succeeds Philip Dobbs, who announced that he will retire from Bridgestone in October after a transition period to onboard Correa into her new role. As CMO, Correa will be responsible for the company’s marketing “Center of Excellence” and focus on driving enhanced coordination and marketing activation for the company’s tire and solutions businesses in the United States and Canada.

Legendary Companies, led by Wade Kawasaki and his partners at Irving Place Capital, announced the acquisition of Paragon Corvette Reproductions. The Michigan-based Corvette restoration parts manufacturer and supplier enters as Legendary Companies’ third strategic acquisition since partnering with Irving Place Capital. This acquisition expands the range of products available from Legendary Companies and widens its customer base by offering high-quality restoration components for ’53–’96 Corvettes. Paragon will continue to operate with the same leadership team and staff.

Air Flow Research (AFR) was acquired by Taglich Private Equity (TPE) in a partnership with AFR’s founding family and management. The company’s 42 production and office employees based in Valencia, California, will remain with the current executive team and staff. AFR was founded in 1970 by Ken Sperling and was family-owned until the recent acquisition. Sperling’s son Rick will remain as president and a significant owner of the company.

The XLerate Group added Liquid Motors to its offerings, serving consignors and buyers both digitally and in-lane. Liquid Motors is a critical service provider to independent auctions, dealers, marketplaces and key industry participants.