Ben Mertlich (Aftermarket Performance Group) passed away Sunday morning, September 12, 2021, in a tragic accident on his prized Harley Davidson motorcycle. Mertlich lived a very full, happy, adventurous life, with every day full of passion and purpose. Everyone who knew him knew what a big heart he had. A celebration of life will be held at the Black Lion Event Center in Sandy, Utah, September 26, from 1:00 p.m.–6:00 p.m.
Mertlich had a passion for everything automotive; he loved cars, trucks, motorcycles, sports and adventure. As part of his automotive obsession, Mertlich built, blew up, fixed and raced many vehicles, because it’s a passion that was inherited from and shared with his father.
Mertlich began his career when his friend Nick Widdison started Rally Sport Direct. Mertlich was the first employee, and it was just two guys working out of a garage for years. Mertlich became part of the Aftermarket Performance Group (APG) team when RallySport Direct was acquired. He served in many roles, and most recently, held the title of director of portfolio management for APG, and was a valuable member of the automotive community.
Mertlich was well known in the automotive community. He loved working with people throughout the company, and within the vendor community. Throughout the entire company, almost everyone knew Mertlich. He loved to laugh, and had a way of bringing people together. He was passionate about the business, but his strength was engaging others, whether it was on a call, teams or a meeting, he always brought a large amount of energy. Mertlich was not one to dress up for meetings, and was comfortable in his jeans, flannel shirt and baseball cap.
Mertlich attended the University of Utah while helping build the RallySport Direct business, and obtained a bachelor’s degree in mechanical engineering. He was in the process of obtaining his master’s degree in business (MBA) with an expected graduation in early 2022.
The APG team is grateful that he chose us to bring his passion, and he will be missed.
Ford Out Front adds to the overall SEMA Show
experience by featuring the awesome sights and sounds
of vehicles being put to the test.
Ford Out Front, located in front of the Central Hall of the Las Vegas Convention Center, provides Show attendees with the opportunity to experience the power and performance of Ford vehicles by taking a ride with a professional driver.
Whether you like to burn rubber or hear the scream of tires scraping across the track, Ford Out Front adds to the overall SEMA Show experience by featuring the awesome sights and sounds of vehicles being put to the test.
New for 2021, attendees will be able to experience the capability of the new Ford Bronco on an offroad course that will feature “Bronco Mountain.” In addition to the action of Ford Out Front, the automaker will also showcase two new electric additions to the Ford Performance family: the Cobra Jet 1400 and the Mustang Mach-E 1400.
After hitting the track at Ford Out Front, attendees can stop by the Ford Performance Parts trailer to see what’s new in parts and accessories. Ford Out Front will also feature the action-packed drifting by the Show's ultimate fun-haver, Vaughn Gittin Jr.
More information on the 2021 SEMA Show is available at www.SEMAShow.com.
Companies that have newsworthy stories to share or that
want to obtain media coverage and increase brand
awareness are invited to visit with exhibiting media during the
SEMA Show.
Thousands of credentialed media attend the SEMA Show each year, including many who exhibit with a booth at annual trade show. Exhibiting media come to the four-day event to obtain content for their outlets, conduct interviews and meet with businesses on the Show floor.
Companies that have newsworthy stories to share or that want to obtain media coverage and increase brand awareness are invited to visit with exhibiting media during the SEMA Show. SEMA Show exhibitors and attendees can find the following exhibiting media at the 2021 SEMA Show, taking place November 2–5, in Las Vegas, at:
The SEMA Data Excellence designation recognizes the companies that have worked with SEMA Data to recreate and relaunch industry-leading product data sets. Here are products from current SEMA Data members that have achieved data excellence.
HushMat
’48–’55 Porsche 356 Coupe Complete Kit
Sound-deadening and thermal-insulation material is designed to make every type of vehicle cool, quiet and comfortable to drive and enjoy. HushMat is an easy-to-install, USA-made material that molds, forms and adheres to your vehicle’s surface. No tools, glues and or special equipment is needed to install HushMat. Simply peel and stick. HushMat has invested thousands of hours over the past 15 years measuring vehicles to create a year-, make- and model-specific portfolio of 365,000 part numbers. HushMat insulates firewall, floor pan, tunnel, doors, roof and trunk. HushMat even provides installation templates to show where each piece is placed.
ZyCoat Coating Services will coat your 8-cylinder small-block headers – pair ZyBar high-temperature heat-dissipation coating is designed to reduce radiant heat and underhood temperatures, offer outstanding corrosion resistance, provide lasting color stability under the most extreme engine conditions and extend the life of your components. ZyBar is rated to internal temperatures well in excess of 2,000°F. ZyBar is a single component, durable polymer coating that far outperforms ceramic paints, wraps and heat tapes. ZyCoat LLC has opened a Coating Services Division and will coat components for you. ZyCoat will ship you the “one-stop” box; all shipping is prepaid and returned to you with coated and cured components.
Fuelab has rounded out its new PRO Series line by introducing the 868 PRO Series filters. With a 10-gpm rating, these filters offer huge flow capacity with very little pressure drop.
Like the rest of the PRO Series line, these filters will be machined billet aluminum and finished in matte black anodize. They are offered in -10AN or -12AN versions (staggered inlet/outlet configurations are available as well) with your choice of 100 micron stainless, 40 micron stainless, or 6 micron micro-fiberglass elements. As with the rest of our product line, they use fluorosilicone and viton o-rings for cross-fuel compatibility. The PRO Series line of filters are available now.
Members of the SEMA Truck and Off-Road Alliance (TORA) and SEMA Young Executives Network (YEN) are invited to a cross-council meetup at Overland Expo West on Friday, September 24, from 5:00 p.m.–6:00 p.m. at the Oasis Food Court.
This meetup is the ideal opportunity for council members who are at Overland Expo West to meet new contacts and strengthen their connections. Attendees will openly network with other industry professionals and learn about the council resources and volunteer opportunities that are available in the industry.
Registration, although not required, is encouraged so that the councils can plan accordingly.
SEMA OEM members are invited to join SEMA staff and industry colleagues at the SEMA OEM Accessory Symposium, Tuesday, November 3, at the Las Vegas Convention Center, Room N221, for a unique closed-door forum.
For 2021, the OEM Accessory Symposium will focus on the latest Advanced Driver Assistance Systems (ADAS) technologies, common challenges when accessorizing vehicles and an overview of current industry ADAS calibration techniques and equipment. SEMA will also provide an overview of the new SEMA Garage Product Development Center in Detroit, where SEMA will assist Aftermarket Manufacturers with engineering and development-related services. The program will conclude with a Q&A session followed by cocktails and networking.
This hour-and-a-half event will begin with a presentation and Q&A from 4:00 p.m.–5:00 p.m., followed by networking and cocktails, from 5:00 p.m.–5:30 p.m. Please email Ben Kaminsky, SEMA general manager – SEMA Garage Detroit, at benjamink@sema.org if you’re interested in attending or have any questions.
This is the upcoming ’23 GMC Canyon AT4 undergoing high-altitude testing in Colorado. The ’23 model year will see an all-new Canyon, and the AT4 trim looks more potent than on the current truck, ready to take on unpaved surfaces.
Clad in heavy vinyl camo, the model seen here is the four-door Crew Cab with a short-box setup. It features a high-clearance front bumper treatment, a set of black wheels wearing Goodyear Wrangler Territory AT tires, and what appears to be a suspension lift.
According to GM Authority, the ’23 Canyon will be offered with a single engine—GM’s turbo 2.7L four-cylinder, meaning the 2.5L four and 3.6L six gassers and 2.8L diesel offered on the current Canyon will be going away. The 2.7L Turbo is rated at 310 hp and 348 lb.-ft. of torque in the ’19–’21 Silverado. In the ’22 Silverado, GM bumped the torque output to 420 lb.-ft.
This is the upcoming ’23 GMC Canyon AT4 undergoing high-altitude testing in Colorado. The ’23 model year will see an all-new Canyon, and the AT4 trim looks more potent than on the current truck, ready to take on unpaved surfaces.
Clad in heavy vinyl camo, the model seen here is the four-door Crew Cab with a short-box setup. It features a high-clearance front bumper treatment, a set of black wheels wearing Goodyear Wrangler Territory AT tires, and what appears to be a suspension lift.
According to GM Authority, the ’23 Canyon will be offered with a single engine—GM’s turbo 2.7L four-cylinder, meaning the 2.5L four and 3.6L six gassers and 2.8L diesel offered on the current Canyon will be going away. The 2.7L Turbo is rated at 310 hp and 348 lb.-ft. of torque in the ’19–’21 Silverado. In the ’22 Silverado, GM bumped the torque output to 420 lb.-ft.
The WTC Reception brings together colleagues, leaders and
enthusiasts to celebrate their passion for the custom wheel and tire
industry.
Wheel and tire industry members are gearing up to reconnect in Las Vegas for the 2021 SEMA Show taking place November 2–5.
Among the more than 1,300 SEMA Show exhibitors will be nearly 170 in the Wheel and Tire areas, where the industry will find the most comprehensive collection of new wheels and tires available on the market. Through in-person displays, demonstrations and face-to-face meetings with product specialists, the SEMA Show will give buyers an opportunity to see, feel and ask questions about the products with exhibitors throughout the four-day trade-only event.
The value of seeing products in person will be unparalleled, as will the in-person networking and educational events taking place. As the first industry-wide, in-person gathering in nearly two years, the 2021 SEMA Show is the best place to see new products and custom vehicles, reconnect with the industry and advance one’s career and business, all in one place.
Wheel and tire members are invited and encouraged to attend the following events to make the most out of their SEMA Show experience:
SEMA Wheel and Tire Council (WTC) Sponsored Networking
WTC Reception When: Tuesday, November 2, 5:00 p.m.–7:00 p.m. Location: LVCC, Members Lounge South
Nothing replaces the value of an in-person event. After months of connecting virtually, wheel and tire professionals are invited to join WTC for an evening of celebration and networking at the SEMA Show. This event will bring together colleagues, leaders and enthusiasts to celebrate their passion for the custom wheel and tire industry.
WTC Happy Hour When: Wednesday, November 3, 5:00 p.m.–6:00 p.m. Location: LVCC, Members Lounge South
Wind down from a busy day on the SEMA Show floor and network with other wheel and tire council members during the WTC Happy Hour. Members and prospective members of the council will connect through open conversation while expanding and growing their network. The council's select committee will also be on-site to answer questions on current WTC programs and resources, and what the council's current initiatives are.
Wheel & Tire Council members and exhibitors are invited to stop by
the South Hall entrance to connect with Select Committee members
to connect on what is new and exciting this year.
WTC Coffee & Conversation When: Thursday, November 4, 8:00 a.m.–9:00 a.m. Location: LVCC, Inside Lower South 1
Wheel & Tire Council members and exhibitors are invited to stop by the South Hall entrance to connect with Select Committee members on what is new and exciting this year.
The Stage, Powered by WTC
The SEMA Wheel and Tire Council will host several Q&A discussions with industry experts and leaders throughout the week.
Meet the new SEMA Board When: Tuesday, November 2, 11:00 a.m. Location: LVCC, Members Lounge South Moderator: Todd Steen Speakers: Brian Reese, Larry Montante, and Kyle Flicker
Meet the WTC Team When: Tuesday, November 2, 3:30 p.m. Location: LVCC, Members Lounge South Moderator: Steve Swanson Speakers: Todd Steen, Mike Lusso and Tyson Boyer
Five Things You Need to Launch a Product When: Wednesday, November 3, 11:00 a.m. Location: LVCC, Members Lounge South Moderator: Todd Steen Speakers: Eric Morley and Kathryn Reinhardt
Regulations and Stipulations When: Wednesday, November 3, 4:00 p.m. Location: Members Lounge South Moderator: Tyson Boyer Speakers: Stuart Gosswein
Impact of Wheel Changes on ADAS Vehicles When: Thursday, November 4, 11:00 a.m. Location: Members Lounge South Moderator: Mike Lusso Speakers: Kaleb Silver
eCommerce, Direct to Consumer Strategies When: Thursday, November 4, 4:00 p.m. Location: Members Lounge South Moderator: Todd Steen Speakers: Chris Ripper and Michael Welch
SEMA Education
Add these sessions to your Show Planner when registering for the SEMA Show.
Safely Modifying Vehicles With ADAS, Powered by WTC When: Wednesday, November 3, 9:00 – 10:00 a.m. Location: LVCC N259
ADAS is clearly here to stay, and the majority of new cars and trucks sold today come equipped with some level of ADAS equipment. When it comes to accessorizing, upfitting and modifying these vehicles, it is critical that installers and parts manufacturers consider the effect their modifications may have on the function and calibration of these advanced driver-assist systems. This panel will provide an overview of how these systems function and provide real real-world examples of how to modify these vehicles safely and without compromising their original functionality.
During the WTC Reception, an awards ceremony will also take place
to honor and announce the 2021 WTC Hall of Fame inductee(s).
Tire Industry Association (TIA) Sponsored Education
Add these sessions to your Show Planner when registering for the SEMA Show.
Automotive at 10: Top 10 Tips for Technicians When: Tuesday, November 2, 10:00 a.m.–11:00 a.m. Location: S226
In this session, attendees will join the TIA Training Team for a comprehensive look at the top 10 things every tire tech should know and understand. By highlighting these specific areas of service, TIA hopes to improve overall technician knowledge and safety. Topics will include torque and clamping force (RIST), vehicle lifting, plus-sizing, inflation safety and demounting, mounting and inflation. All 10 of the tips will make you a better shop and some of them might save the lives of your employees or your customers.
Truck Tires at 10: Road Service Safety When: Tuesday, November 2, 10:00 a.m.–11:00 a.m. Location: S227
The most dangerous type of truck tire service takes place on the side of a road or highway. While emergency road service creates serious hazards, the operation of service trucks and company vehicles results in additional risks for commercial tire dealers. A panel of tire service, health and safety professionals will look at all aspects of road service safety including driver education. Recent events have demonstrated the importance of following the proper procedures for emergency road service, so this presentation will discuss why the road service truck is always positioned behind the disabled vehicle and what steps dealers can take to protect themselves in the event of an accident.
Tires at 2: Successful Tire Dealers Share Their Secrets When: Tuesday, November 2, 2:00 p.m.–3:30 p.m. Location: S226
Winning a national award from an industry trade publication is an honor that is always well-deserved. Being a candidate requires a higher level of excellence, so winning truly represents the best that the tire industry has to offer. During this session, Modern Tire Dealer Tire Dealer of the Year, the Tire Business Tire Dealer Humanitarian Award winner and the Tire Review Top Shop winner will make brief presentations on what makes them successful and then participate in an informative question and answer session with the audience.
Automotive at 10: Preventing Ride Complaints When: Wednesday, November 3, 10:00 a.m.–11:00 a.m. Location: S226
Noise Vibration and Harshness (NVH) concerns can be a tall order for a tire tech to handle without the proper training and equipment. The old-school way of trial and error is often a timely and frustrating process. With new technology, tools and practices available, technicians are better equipped to determine if the customer concern is related to the tire and wheel assembly or if the vehicle is the source of the complaint. Balancing experts from Hennessy Industries, manufacturer of Coats tire changers and wheel balancers, and Hunter Engineering Co. will join TIA’s training team to provide attendees with helpful tips they can use to quickly and accurately diagnose, repair and hopefully avoid, comebacks altogether.
Truck Tires at 10: Impact Wrench Technology When: Wednesday, November 3, 10:00 a.m.–11:00 a.m. Location: S227
Every commercial truck tire dealer is dependent on the tools to remove and install wheel and rim fasteners. For decades, the 1-in. pneumatic impact wrench has powered the industry, but there is a trend toward smaller, lighter-weight and now cordless tools that are changing the way the industry thinks about servicing rims and wheels. This session will address the 1-in. impact wrench debate and discuss the new generation of cordless impact wrenches that could revolutionize commercial truck wheel and rim service.
Management at 2: Training Technicians & Service Advisors with Micro-Learning and Artificial Intelligence When: Wednesday, November 3, 2:00 p.m.–3:00 p.m. Location: S226
Connected devices are essential to the daily routines of next-generation talent in the automotive aftermarket. They are their go-to source for both information and entertainment. Aftermarket frontline personnel are facing a tsunami of unrelenting technological change for which they must develop competencies. This session is a mobile teaching platform that optimizes delivery efficiencies via artificial intelligence driven adaptive micro learning. Short, five-minute daily training sessions identify knowledge gaps and deliver custom-tailored instruction that eliminates these. Based on neuroscience, this cutting-edge approach measurably improves retention, and most importantly, changes behavior. Aftermarket adult education experts will highlight the challenges to best supporting the next generation of technicians and service advisors. They will also discuss how shops can leverage new approaches and technologies to stay ahead of rapidly evolving training and development requirements.
Attendees planning on attending the 2021 SEMA Show can prepare for the Show by seeing who’s exhibiting by visiting the updated floorplan. Advanced registration is encouraged to avoid delays onsite and can be obtained by visiting www.SEMAShow.com/attendee.
Formula DRIFT has announced that Vice President Ryan Sage will assume the role of president of Formula DRIFT Holdings, LLC, as Jim Liaw moves to his new position at Performance Racing Industry (PRI). Liaw will remain a Formula DRIFT board member, focusing on the company’s international and Federation relationships, including the FIA Drifting Commission. Sage, who co-founded Formula DRIFT with Liaw, has served as vice president since 2004.
The 2021 Formula DRIFT season continues on the Streets of Long Beach, September 17–18, for Round 7 of the FD PRO Championship. Both the PRO and Link ECU PROSPEC Championship teams will then converge on the House of Drift—Irwindale Speedway—October 22–23 for the season finale.
VP Racing Fuels Expands With Behrent’s Performance Warehouse
VP Racing Fuels has announced the expansion of its product line with Behrent’s Performance Warehouse in Florida, New York. Customers may now purchase an expanded selection of VP Racing Fuels, including several grades of motor oils and lubricants, through Behrent’s Performance Warehouse at 38 Meadow Rd., Florida, NY 10921, or behrents.com/brand/vp-racing-fuel.asp.
Maxxsonics USA is celebrating its 20th anniversary this year.
Maxxsonics USA Celebrates 20th Anniversary
Founded in 2001 by a handful of consumer/mobile electronics veterans, Maxxsonics USA is celebrating its 20th anniversary. The company started as a “mobile-only” business and expanded its horizons into marine, then UTV and off-road. Over the last two decades, Maxxsonics USA has grown from a small, single-digit employee-size company to a larger middle-size company that has now expanded into Arizona. A growing product selection and ongoing presence at events and trade shows have increased visibility and popularity across the entire family of audio brands, which now include MB Quart, Hifonics, Crunch, and Autotek. From Jeep Beach to Sand Sports Super Show, and the SEMA Show to Overland Expo, Maxxsonics USA continues to expand awareness and exposure of the newest products and offerings where the industry and lifestyle demands.
Have some company news you would like to share? Let us know and the news may appear in an upcoming issue of SEMA eNews. Send your items for consideration to editors@sema.org.
Members of the SEMA Truck and Off-Road Alliance (TORA) and SEMA Young Executives Network (YEN) are invited to a cross-council meetup at Overland Expo West on Friday, September 24, from 5:00 p.m.–6:00 p.m. at the Oasis Food Court.
SEMA OEM members are invited to join SEMA staff and industry colleagues at the SEMA OEM Accessory Symposium, Tuesday, November 3, at the Las Vegas Convention Center, Room N221, for a unique closed-door forum.
