SEMA News—July 2021

By Douglas McColloch

Collision Repair New Products

The Newest Parts and Applications From the 2020 SEMA360

As a rule, the automotive collision repair and refinish market could be said to be a recession-proof industry—accidents will happen in any economy, after all—but in 2020, the marketplace was not immune to the effects of a global pandemic.

The COVID-19 disruption, the accompanying plunge in miles driven and, especially, a reduction in vehicle congestion mileage put a substantial dent (no pun intended) in the bottom lines of some larger collision and repair chains, according to a recent article published in Repairer Driven News. To that end, the global market overall was expected to have contracted over the 2019–2020 period by some $2 billion, according to Ratchet+Wrench, but the general outlook for the collision and repair sector remains relatively bright.

According to a 2020 study by the research firm Global Market Insights, the global market valuation of the automotive repair sector is forecast to rise from an estimated $304 billion in 2019 to $340 billion by 2026. The reasons for that include the global growth of automotive sales and an expansion of the commercial vehicle sector due in part to the rise of e-commerce.

The proliferation of new OE safety components (advanced driver-assistance systems) that require special tools and techniques to repair, along with an increase in the number of shops capable of effecting those repairs, will also help drive market growth. In addition, increased consumer demand combined with a drive for greater efficiencies in the workplace will incentivize production of less costly, more environmentally friendly (e.g., recycled) automotive repair products.

In any event, what follows here are product entries from the collision and repair sector that exhibited at the 2020 SEMA360 New Products Showcase, along with some insights provided by industry leaders.

View all of the Collision Repair New Products featured during the 2020 SEMA360.

adasThink
adasThink

adasThink is a revolutionary new software that can automatically identify required ADAS calibrations using just a body shop’s estimate, advanced text recognition and adasThink’s database of OEM build data and repair procedures.

416-879-4523
www.adasthink.com

Aero Detail Products
Aero Revolution X-Cut Compound

A heavy cutting compound that leaves a smooth surface that is ready to be finished. X-Cut will remove deep scratches and heavy swirl marks. Formulated for DA machines, Revolution compounds work great with rotary and orbital machines and can be used by hand. All Revolution compounds are bodyshop-safe.

800-337-9274
www.aerodetailproducts.com
PN: 6287

AkzoNobel Coatings Inc.
Lesonal UV Filler

Introducing Lesonal UV Filler, a 1K, fast-curing filler that serves the need for 85% of repairs in the vehicle refinish industry. Needing only seconds of UV-A exposure to fully cure, this isocyanate-free filler helps bodyshops work more efficiently
and reduce labor and energy costs.

800-618-1010
www.us.lesonal.com
PN: 576313, 576314

AkzoNobel Coatings Inc.
Sikkens Autoclear Mix & Matt 250

AkzoNobel’s premium “matt” clearcoat— Sikkens Autoclear Mix & Matt 250—is the ultimate assortment for regulated markets seeking a VOC-compliant solution to delivering an irresistible matt finish. Adjustable gloss, smooth to touch and extremely simple to use, the package drives both customer and painter satisfaction. It achieves consistent, spectacular results.

800-618-1010
www.sikkensvr.com
PN: 572546, 572559, 572531, 572614

Alldata
Shop Manager

Alldata Shop Manager is an easier way to create essential workflow documents such as estimates, repair orders and invoices, with parts and labor directly from Alldata. Toggle between OEM information and shop documents for greater accuracy and efficiency. Also stores customer and vehicle information, generates basic sales and tax reports and more.

888-252-7775
www.alldata.com

BASF
934-72

The 934-72 Low VOC White AdPro. Key benefits: adhesion to properly cleaned plastic parts—direct to plastic; flexible adhesion promoter and sealer in one package; ability to utilize all L-Shade ground coat colors; ability to topcoat directly over 934-71/72 in as little as 15 min. and enhance topcoat holdout and coverage.

800-825-3000
www.basfrefinish.com
PN: 934-72

Car-Rep
2KTuff Primer Filler

Revolutionary two-component, one-compartment technology. No mixing or activation. Ready to use with a long pot life. Use until finished. Excellent anticorrosion properties, extreme bonding, high filling power, easy application, fast drying time and good sandability. Available in two shades of gray. Apply outside spray booths for time and cost efficiency.

702-718-1588
www.car-rep.net

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BASF
876

R-M 876 Dark Grey AdPro/Sealer for Plastics is an adhesion promoter for all paintable plastics on cars. 876 simplifies the painting of automotive plastics because it combines sealing and adhesion promotion steps into a single, easy-to-use product. Acceptable to use on sanded e-coat and properly prepared, previously painted substrates.

800-825-3000
www.basfrefinish.com
PN: 876

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Carbench-Robaina
Muraena Universal Fixture Bench System

Merges a sophisticated design and unique brilliant finish with a tried-and-true 1mm accuracy universal fixture system. It’s no wonder car manufacturers such as Ferrari, Maserati, JLR, BMW, Mercedes-Benz, MINI, Ford, GM, Honda, Hyundai, Kia, Rolls Royce, Tesla, Volvo and more approve, recommend and require Carbench.

949-945-2163
www.carbench-robaina.com
PN: A-CARBENCH-MU515

View all of the Collision Repair New Products featured during the 2020 SEMA360.

  SEMA News—July 2021

SEMA DATA

By Gigi Ho

SEMA Data Product News

The products featured below are from SEMA Data member companies that have attained Gold- or Platinum-level data, which means that their product data is robust and complete—likely to drive customer purchase decisions. SEMA Data members meeting data scorecard requirements are invited to submit product releases for consideration to enews@semadatacoop.org.

BoostLine

Connecting Rod Set of EIGHT for Chevrolet LS/GEN V LT1 6.125

Designed for high-power forced induction and nitrous applications. A patented, three-pocket design, forged from premium 4340 steel, maximizes strength while minimizing rotating weight. Dramatically improves the rod’s big-end stability under tensile loads and provides a 60% improvement in bending strength and 20% stress reduction in tension compared to H-beam designs. Ideal for high-cylinder-pressure engine combinations.

Information: www.boostlineproducts.com

PN: LS6125-927

Redarc

The Manager30 with Color Display Screen

Features color display and Bluetooth connectivity and is a 30A state-of-the-art battery management system designed to charge and maintain auxiliary batteries by incorporating AC, DC and solar inputs. Operates like six separate products: it charges an auxiliary battery from the vehicle while on the move and it’s a 110-volt charger, a solar regulator, a battery isolator, a load disconnect controller—all with a remote-colored battery monitor, making it market-leading. The remote battery monitor is designed to show auxiliary battery information and charge status through its colored display.

Information: www.redarcelectronics.com/products/the-manager30-with-color-screen

Fia

GS900 Series Bug Screen for ’18–’21 Toyota Tundra

Made from heavy-duty tear-resistant mesh. In the spring, summer and fall it protects the grille and radiator from stone chips, bugs and debris. Quick and easy installation with Fia’s patented Stick-A-Stud no-drill installation system. Using a 3M-adhesive-backed stud fastener, just peel and stick to surface and snap on either the bug screen. No tools are required for installation. Custom fit for most vehicles.

Information: www.gofia.com

PN: FIA–GS900

SEMA Data is “data central” for the specialty-equipment segment, containing millions of products and vehicle fitments from performance and accessories brands. Created by SEMA, SEMA Data is the definitive, industry-owned and -operated centralized data warehouse, complete with comprehensive online tools, and a team of dedicated data and technology experts to assist manufacturers and resellers with product data needs. Learn more at www.semadatacoop.org or scan the QR code with your smartphone camera.

SEMA News—July 2021

LEGISLATIVE AND TECHNICAL AFFAIRS

Law & Order

By Stuart Gosswein

FEDERAL UPDATE

RPM Act: The Recognizing the Protection of Motorsports Act (RPM Act) has been reintroduced in the 117th U.S. Congress. The bipartisan legislation will clarify that it is legal to make emissions-related changes to convert a street vehicle into a dedicated race car. It will also confirm that it is legal to produce, market and install racing equipment. The bill (H.R. 3281) is sponsored by Representatives Raul Ruiz (D-CA) and Patrick McHenry (R-NC). Since it was first introduced in 2016, the legislation has been subject to committee hearings and inclusion in a 2020 energy bill passed by the House but never taken up by the Senate. Congress must pass the RPM Act to counter U.S. Environmental Protection Agency (EPA) overreach and provide certainty to racers and motorsports parts businesses. For more information, visit www.sema.org/rpmact.

E15 Ethanol: SEMA submitted comments opposing a proposed rule by the EPA to modify or remove the current E15 warning label requirement for gasoline that contains 15% ethanol. Ethanol, especially in higher concentrations such as E15, can cause metal corrosion and dissolve certain plastics and rubbers in older automobiles that were not constructed with ethanol-resistant materials and certain specialty high-performance equipment installed on newer vehicles. In 2011, the EPA prohibited the use of E15 fuel in motor vehicles made before 2001, along with motorcycles, boats and gasoline-powered equipment. The EPA’s proposed new label at the gas pump would weaken the warning message and be smaller in size. SEMA argued that these changes would increase the likelihood of E15 gasoline being used in incompatible vehicles. Instead, SEMA contends that the warning label should be larger and the wording stronger.

Oceano Dunes: SEMA and several other organizations have sued the California Coastal Commission over its March 18 decision to terminate all OHV activity at the Oceano Dunes State Vehicular Recreation Area (SVRA) within three years. The California State Superior Court for San Luis Obispo County has been asked to issue an injunction and vacate the commission’s decision. Since 1974, Oceano Dunes SVRA has been a state-designated OHV park managed and operated by the California Department of Parks and Recreation. The SVRA comprises 3,500 acres, of which less than 1,350 acres of dunes and 3.5 mi. of beach provide open riding access for OHVs. It is the only opportunity for motorized recreation at a state park along California’s Pacific coast. The lawsuit petitioners include SEMA and Ecologic Partners Inc., which is comprised of the Off-Road Business Association, the American Sand Association and the American Motorcyclist Association District 37. The suit challenges the commission claim that there are environmental concerns requiring closure despite decades of OHV access.

STATE UPDATE

Alaska—License Plates: The Alaska House of Representatives introduced SEMA-supported legislation to allow the display of only a single, rear-mounted license plate for all passenger vehicles. Under current law, vehicles must display two license plates. The bill currently awaits consideration in the House Transportation Committee.

California—CARB Registration Fees: The California Air Resources Board (CARB) adopted a series of fees for reviewing Executive Order (EO) applications for many products sold in California, including aftermarket and performance automotive parts. As part of the fee structure, SEMA has worked with CARB staff to help expedite the EO approval process and add clarity and certainty to the application process. While supporting the proposed fee of $500 to $1,000 on each EO application, SEMA has expressed concerns about new procedures that will require applicants to submit multiple applications and processing improvements that have yet to be implemented. SEMA requested that CARB reevaluate the fee structure and application process 18 months after implementation to confirm that intended benefits are being realized and fees are reasonable.

Idaho—Custom Vehicles: The Idaho legislature passed SEMA-supported legislation to add a vehicle registration classification for custom vehicles. The bill defines a custom vehicle as a replica vehicle that is at least 30 years old and was designed and manufactured to resemble a vehicle that would qualify for classic license plates. The bill awaits approval or veto by Governor Greg Little.

Illinois—Antique Vehicles: The Illinois House of Representatives passed SEMA-supported legislation to allow expanded-use antique vehicles to be driven without limitation for two additional months. Currently, expanded-use antique vehicles are defined as being more than 25 years old “or a bona fide replica” and are limited to traveling to and from auto shows, exhibitions,
service stations and demonstrations during the colder months (November 1 through March 31) but can be driven without limitation during the warmer months (April 1 through October 31). The bill proposes that the months without driving limitations be expanded to March 1 through November 30. The bill awaits consideration in the Senate.

Kansas—Antique Vehicles: The Kansas legislature passed SEMA-supported legislation to redefine vehicles eligible to be registered as antique vehicles. Currently, the Kansas Highway Patrol defines an antique vehicle as being “more than 35 years old and as close to the original as possible, without any significant alterations to the major component parts.” The bill would require only that the vehicle be more than 35 years old, regardless of the age of the component parts installed on the vehicle. The bill awaits approval or veto by Governor Laura Kelly.

Kansas—Military Vehicles: Kansas Governor Laura Kelly signed into law SEMA-supported legislation to allow for the registration and on-road use of military surplus vehicles. A military surplus vehicle is defined as a vehicle with three axles, is less than 35 years old and was manufactured for use by the U.S. military or any country that was a member of NATO at the time the vehicle was manufactured.

Mississippi—Vehicle Titling: Mississippi Governor Tate Reeves signed into law SEMA-supported legislation that would allow for the titling of vehicles at least 30 years old and that are missing documents on oath of ownership. Under previous law, there was no such exemption.

Montana—License Plates: Montana Governor Greg Gianforte signed into law SEMA-supported legislation mandating that the state issue waivers for vehicles unable to display a front license plate. Current law permits the display of a single rear-mounted plate for a motor vehicle registered as a street rod or a custom vehicle, and a waiver may be issued for vehicles unable to display a front plate. The new law requires that the waiver be issued.

Nevada—Classic Cars: The Nevada House of Representatives failed to pass prior to a key legislative deadline SEMA-opposed legislation that would have significantly impacted the owners of old timers, classic rods, street rods and classic vehicles. If enacted, vehicles would have been forced to pass a smog check upon initial registration and would be subject to in-person odometer checks at registration and subsequent renewals.

Nevada—Exhaust: The Nevada Assembly failed to pass prior to a key legislative deadline SEMA-opposed legislation that would have banned most exhaust modifications. The proposal would have outlawed any modifications that amplified the vehicle’s noise output.

Vermont—License Plates: The Vermont House of Representatives passed SEMA-supported legislation to require the display of only a single, rear-mounted license plate for a vehicle registered as an antique, a custom or a street rod. The bill currently awaits consideration in the Senate Transportation Committee.

Virginia—Imported Vehicles: Virginia Governor Ralph Northam signed into law SEMA-supported legislation to allow the DMV to issue a title for an imported foreign-market vehicle manufactured at least 25 years ago. Previous law allowed for only a negotiable title to be issued to such vehicles manufactured prior to 1968.

West Virginia—Antique Vehicles: The West Virginia House of Delegates failed to pass prior to adjournment SEMA-supported legislation to create an “antique fleet” plate program whereby the owner of five or more antique vehicles would have been able to use a single registration plate. Currently, antique license plates are available for vehicles that are more than 25 years old and are owned solely as collectors’ items.

West Virginia—Motorsports: The West Virginia Senate failed to pass prior to adjournment SEMA-supported legislation to aid and incentivize the construction of motorsports complexes.

West Virginia—OHV Trails: The West Virginia legislature passed SEMA-supported resolutions calling for the creation of a semi-contiguous off-highway vehicle (OHV) trail that would run parallel to the Appalachian Hiking Trail. The resolutions are part of an effort to create an interstate OHV trail system that would allow enthusiasts to drive from Alabama to Maine via OHV.

Wyoming—Antique Vehicles: The Wyoming Senate defeated SEMA-
opposed legislation that would have significantly restricted the eligibility of antique vehicle registrations. If passed, antique vehicles would have been required to be at least 50 years old, and registration would have been required to be renewed annually. Antique vehicles must currently be at least 25 years old, and registration requires only an initial fee.

Employee Retention Tax Credit: SEMA members are urged to take advantage of a COVID-19 economic relief program enacted in 2020 and expanded in 2021, the Employee Retention Tax Credit (ERTC). The ERTC is meant to help employers that suffer significant financial losses or that were fully or partially closed due to a government order but continue to pay workers who are unable to perform their duties.

2020: The tax credit is equal to 50% of up to $10,000 in qualified wages paid between March 12 and December 31, 2020. The total credit is capped at $5,000 per employee and applies against employment taxes on wages paid to all employees. There is a 100-employee limitation. The credit is available if:

• The employer had a fully or partially suspended operation during any calendar quarter in 2020 due to orders from an appropriate governmental authority due to COVID-19; or
• The employer experienced a significant decline (more than 50%) in gross receipts during the calendar quarter.

2021: The tax credit applies to all four quarters of 2021. The credit is now equal to 70% of up to $10,000 in qualified wages per quarter (including health plan expenses). This means the tax credit is potentially $28,000 per employee ($7,000 for each quarter). Employers can apply who have experienced a 20% or more decline of gross receipts in a quarter compared to the same quarter in 2019. For 2021, the size limitation was increased to employers with 500 or fewer employees (up from 100 workers).

Employers claim the ERTC by withholding payroll taxes for qualified employee wages. Because the tax credit is refundable, if the withholdings do not cover the entire tax credit, the IRS will send you a check for the remaining amount.

SEMA News—July 2021

INDUSTRY NEWS

 Photos courtesy SpiedBilde, Brian Williams. Reuse or reproduction without the copyright holder’s consent is prohibited.

’22 Nissan Frontier This is the upcoming ’22 Nissan Frontier in its base trim, the Frontier S. The configuration has never been seen, as Nissan has debuted the ’22 Frontier in only Pro-4X trim. The rest of the lineup remains to be seen. The model features a prominent lower front fascia finished in black plastic, along with the base grille configuration and base-level headlights, seemingly without any LED treatment. The wheels are the base units, complemented by black door handles and mirror caps. In back, this base Frontier appears to feature the same LED taillights as the Pro-4X model. A black bumper and single-exit side exhaust round out the package.
’23 Ford F-150 LIGHTNING EV Here’s the upcoming Ford F-150 Lightning EV, providing a first look at the (production-intent) electric pickup. Though clad in a substantial amount of camouflage, the familiar shape of the 14th-generation F-150 can still be seen. The prototype features a SuperCrew cabin along with a short bed, and there are no visible elements of an exhaust system. Range is expected to come to at least 300 mi., although it is rumored that there may be an extended-range battery that could be added if demand is great enough. Production is slated to start in mid-’22. The pickup should be in showrooms shortly thereafter.
’22 Subaru WRX Here’s a first look at the ’22 Subaru WRX testing near Ann Arbor, Michigan, with a Tesla Model 3 in tow. It appears to incorporate a lot of styling influences from the Viziv STI concept that was unveiled in Tokyo in 2018. Rumors have been circulating about a replacement turbocharged 2.4L four-cylinder (a boxer type) referred to as the FA24, which could power the next WRX STI with 400 hp and 361 lb.-ft. of torque. Currently, the FA24 2.4L turbocharged four-cylinder moves Subaru’s bigger three-row Ascent. Expect the next-gen WRX to offer a six-speed manual or an automatic transmission.

SEMA News—July 2021

REQUIRED READING

By Juan Torres

Eager to Reconnect

After more than a year of forced restrictions due to the COVID-19 pandemic, the automotive aftermarket industry is eager to conduct business in person. The demand to reconnect with colleagues and customers in a trade-show environment was clearly evident when SEMA officially announced the return of the in-person 2021 SEMA Show, scheduled for November 2–5, at the Las Vegas Convention Center. News about the return of the 2021 SEMA Show, along with SEMA’s announced plans for the Convention Center’s newly constructed West Hall, generated plenty of media coverage, as seen from the following publications.

Muscle Cars & Trucks Journalist Lucas Allen’s excitement for the 2021 SEMA Show came across in his article about the return of the in-person event. He stated that the event was “already heating up” even though the Show was eight months away, with more than 1,000 exhibitors registered at that time.
Repairer Driven News For editor John Huetter, the new West Hall expansion meant more space for new exhibitors and the opportunity for companies to expand the size of their booths. He discussed those topics and possible changes to the SEMA Show floorplan with SEMA Vice President of Events Tom Gattuso.
Autobody News SEMA’s return to an in-person Show in 2021 underscored the work Las Vegas and its businesses had done to welcome back large-venue events, John Yoswick reported. He also highlighted that SEMA was still working with authorities to “deliver the best SEMA Show ever.”
Heard on Social Media “SEMA Show attendees will experience a revamped and enlarged trade show, thanks to the completion of a fourth exhibit hall at the Las Vegas Convention Center.”—Tire Business, via Twitter “SEMA Show organizers announced plans in the new LVCC West Hall for the return to in-person event on track for November 2–5, 2021.”—12 Volt News, via Facebook “@SEMASHOW is on track to deliver an exciting in-person SEMA Show at the Las Vegas Convention Center.”—Motor, via Twitter “With exhibits included in the #LVCC’s newly constructed West Hall, the entire #SEMA Show floorplan will be optimized and offers room for new features and enhancements.”—Truck Videos, via Twitter

By Ashley Reyes 

During parts one and two of the SEMA ADAS webinar series, aftermarket parts manufacturers and installers were educated on top trends in ADAS technology, and the resources available to help companies install parts safely while maintaining OEM functionality of the ADAS system.

Now is the chance to learn from those who have done it. During Part 3 of the SEMA ADAS Webinar Series, taking place July 14, at 11:00 a.m. (PDT), participants will hear case studies from leading aftermarket manufacturers who have successfully developed and launched products for ADAS-equipped vehicles. They will share important information from their own experiences on what steps they took to understand the systems, design compatible parts and validate the functionality of all OEM features.   

As ADAS technology becomes more standard on new vehicles, this webinar will set manufacturers and installers up for success as they prepare to develop products of their own to be launched into the marketplace.   

Register for ADAS Technologies: How to Navigate Product Development.

SEMA News—July 2021

BUSINESS

Restyling and Car-Care 2021 Market Trends

Emerging From the Pandemic, a Vibrant Segment Remains Robust

By Douglas McColloch

For builders, car-care and restyling products are essential tools in the arsenal of customization and maintenance. They can provide upgrades to OE paint, glass and chrome. They can dress up an interior or refine an exterior, often at a reasonable cost. And they’re available in a wide range of parts, applications and price points, offering useful products and services to nearly any enthusiast.Despite the COVID-19 pandemic, the market remained strong throughout 2020. While automotive retailers had a tough time overall for the year, the category of car-care and restyling products was a bright spot. According to the fall 2020 edition of the “SEMA State of the Industry” report, car-care and restyling products registered double-digit point-of-sales gains over 2019, with pickup accessories leading the way.

By itself, the car-care treatment segment represents a $1.85 billion market, according to the “2020 SEMA Market Report.” Considering that many products in the category are relatively inexpensive and can be installed or applied without the need of special tools, it should come as no surprise that enthusiasts sheltering at home took advantage of the extra downtime to treat their vehicles to a little freshening or some preventive care.

For this report, we contacted a number of industry experts. The following is a compilation of their insights and observations on the current state of the market and its outlook going forward.

What’s Moving the Market

A recent study by market research firm Grand View Research valued the global car-care market at $10.36 billion in 2020, with a forecast to grow at a compound annual growth rate of 4.3% from 2021 to 2028. According to the report, this forecasted growth is attributable to increased global auto sales, an expected rise in consumer disposable income, and innovations in car-care techniques and applications.

While the pandemic may have negatively impacted certain segments of the aftermarket, many of our car-care sources saw a silver lining.

“It may have caused some companies to struggle, but the combination of people being home, having more time and being concerned about cleanliness has proven to be very beneficial for us,” said Peter Taraborelli, communications manager for consumer brands at Stoner International. “Supply-chain issues continue to dog production, but as a whole, we are excited about the future of the market.”

The overall state of the industry is “as strong as it’s ever been,” said Adam Pitale, founder and chief detailer of Adams Polishes. “We’ve seen tremendous growth the last few years, and I think that people are spending a lot of their newfound leisure time in DIY projects like remodeling their houses and detailing their cars, so it’s been great for our business.”

Many of the products most favored by consumers in recent years continued to exert a strong pull in 2020.

“We continue to see growth for both window tint and paint-protection film,” said Pam Feese, channel development manager at Eastman. “During the pandemic, window tint in particular has seen very strong demand from consumers as they seek to customize their vehicles for style and comfort. Paint-protection film continues to grow, with new innovations in performance and color making it easier for consumers to keep their vehicles looking cleaner or to add accent colors while still helping to protect the paint.”

Pitale pointed to ceramic coatings as a continued strong seller, and for his company, graphene ceramics, the latest technology in the ceramics family.

“They’ve been the biggest mover over the last 12 months, and they’re still on the way up,” he said. “People really like to put something on their car where the durability is measured in years, not months, and it gives users the ability to wash and dry their cars more easily and reduce scratching while getting a higher gloss.”

The Pandemic’s Influence on Consumer Habits

With shelter-in-place orders came increased consumer reliance on digital (online) shopping resources, and with that the need for companies to reinvent the way they market themselves to the public.

“We’ve witnessed the value of creating the right consumer experience, and that continues to be an important way in which our customers differentiate themselves,” Feese said. “The ability to make online appointments is growing, and that experience encompasses everything from what consumers see online when doing their research on where to buy to how they can book appointments online, the experience of installations—the focus is on a quality installation—and finally post-installation, such as taking time to follow up to promote customer satisfaction.”

Additionally, the increase in online shopping and the ascendance of social media as a marketing tool have made would-be buyers more product-savvy and less reticent to call out inferior products or inflated claims on their preferred channels.

“Consumers have access to the combined knowledge of the internet, which means they’re smarter when it comes to spotting dishonesty,” Taraborelli explained. “What do products actually contain? Are they true ceramic? Do they contain true graphene in a quantity that is worth the price? Does your coating actually last 1,000 washes or more? True enthusiasts can smell a lie, and they have no problem calling it out.”

Points of origin have also assumed greater importance in consumer buying preferences.

“We have noticed more consumers asking where products are manufactured,” Taraborelli said. “They also want to know what is in them and if there is someone who can answer their questions on how to best use the products.”

Challenges and Opportunities

Looking forward, a number of our sources stressed the importance of providing a user experience that encompasses more channels than a simple point-of-sale interaction.

“We’ve found in our consumer research that providing an experience that meets or exceeds their expectations and creates trust is paramount,” Feese said. “One of the ways our customers enjoy learning is through interaction with their peers, and we have sought ways to share examples of customer experiences. Additionally, we have utilized third-party thought leaders in consumer experiences to share insights and practical knowledge with our customers. Businesses that successfully create this experience and continually seek to enhance it will grow through gaining new and maintaining repeat customers.”

Pandemic sanitation protocols and consumer expectations of a hygienically safe workplace environment also likely need to be factored into the business model for the foreseeable future.

“The focus on cleanliness and sanitization probably won’t go away for awhile,” Taraborelli noted.

Multiple sources cited supply-chain disruptions as an ongoing challenge to the industry, albeit one that could be turned to an advantage for companies willing to make a paradigm shift.

“Supply-chain issues could continue for several years, but that could be a blessing in disguise,” Taraborelli said. “It might mean people wanting to maintain the vehicle they have instead of buying new.”

In any event, he said, the success stories could come from the companies that can survive, adapt and continue to turn out reliable products.

Even with the looming challenges, our sources were overwhelmingly optimistic overall for the future of the industry.

“The DIY segment is just growing,” Pitale said. “You see it on the DIY shows on TV. You see it in home renovations, and people are doing a lot more to restore their own cars. I think people are finding therapeutic qualities in taking care of their own stuff. Doing your own detailing can give you a pretty nice buzz.”

Feese said that her company remains optimistic that its window tint and paint-protection film segments will continue to grow.

“We have been and will continue to be launching new products in both categories throughout 2021,” she said.

Taraborelli summed up: “Our hope is that consumers continue to do their own research and choose the products that fit their price range and their need for reliability. American-made products that are guaranteed and have a good customer support system will hopefully see continued growth."

SEMA News—July 2021

EVENTS

The Iconic SEMA Installation Gala Returns

Get Set for the July Celebration in the Las Vegas Convention Center’s New West Hall

By Mike Imlay

SEMA leadership, volunteers and industry icons are set to gather in Las Vegas for the 2021 SEMA Installation Gala on Friday, July 30. To underscore the significance of SEMA’s return to in-person events, the evening gala will take place in the new West Hall of the Las Vegas Convention Center (LVCC), the same venue where thousands of industry professionals will congregate for the 2021 SEMA Show in November.

“SEMA has a deep history and connection with the city of Las Vegas,” said Chris Kersting, SEMA president and CEO. “We could not be more excited about celebrating the industry in Las Vegas and christening the West Hall with such a noteworthy event.”

The SEMA Installation Gala is a long-established tradition where individuals who have made extraordinary contributions to the industry are honored and celebrated. Since 1976, the SEMA Installation Gala has served as the formal gathering where new SEMA Hall of Fame inductees are introduced, the incoming Board of Directors are recognized, and outgoing Directors are thanked. SEMA council, network and industry leaders are also recognized during the event.

The move marks the first time in its 45-year history that the gala has been held outside the Southern California area where SEMA is headquartered. In fact, the gala of about 400 individuals will represent several “firsts.” It will be among the first events held in the LVCC West Hall since construction of the 1.4-million-sq.-ft. facility was completed in January. Plus it will become SEMA’s first mass gathering to take place in more than a year.

“I look forward to the SEMA Installation Gala each year—even more so this year than any other year, since it will be a reunion for our industry’s friends and family,” Kersting said. “The SEMA Installation Gala is important to the association, the members and the industry, and it’s about much more than just introducing new Hall of Fame members or recognizing our Board of Directors. The event is about community, family and celebrating with people who share a common passion and love for the industry.”

“This year’s gala is especially meaningful,” agreed SEMA Senior Director of Special Events Jamie Eriksen. “The themes of industry, community and family will be front and center. After a year of being apart, we’re inviting the industry to come together. The highlight is on people, their volunteerism and their industry contributions. We want to recognize their achievements and hopefully inspire others to become more involved with the association and make a difference for our industry.”

A Symbolic Move

Eriksen added that gala organizers couldn’t have asked for a better venue than the LVCC West Hall.

“We’ve been given the opportunity to showcase this amazing new addition to the LVCC, and we’re excited to introduce our industry to it,” she said. “Secondly, it’s symbolic of the fact that Las Vegas is ready for business, open and able to accommodate, meetings and events, so we’re also excited to be working with them to produce our first ‘post-pandemic’ event in this new space. The city and convention center have been important partners for more than 40 years, and we look forward to showing our support as they reopen for business.”

Because the gala is taking place as the nation reemerges from the COVID-19 pandemic, Eriksen said that SEMA’s event team will remain conscious of the environment. The goal is to create a welcoming atmosphere where the industry can safely celebrate.

“Health and safety have always been priorities for SEMA, and we take them seriously in every event we do,” Eriksen said. “With the pandemic, there’s a heightened sensitivity to those issues. SEMA will continue to work with local health and safety agencies to ensure that the event reflects current health standards in Las Vegas.”

The Race Is On!

Being a night of camaraderie, the gala wouldn’t be the same without the annual SEMA Cares Pinewood Drags fundraiser in which participants can sponsor a Pinewood race car or challenge industry colleagues in head-to-head competition. A signature event combining charitable giving, community, automotive passion and youthful spirit, the Pinewood Drags will return as a fun way to contribute to SEMA Cares, the association’s charitable arm.

SEMA Cares helps to significantly improve the lives of many in need through donations to the Austin Hatcher Foundation for pediatric cancer, Childhelp for the prevention and treatment of child abuse, and Victory Junction camp for children with serious medical conditions.

Sponsorships for a race car in the Build-It-For-Me category are just $95. Of course, the peak of the Pinewood Drags competition is the annual Industry Cup Challenge, where boasting rights run high. This year, the racing will take place in the West Hall lobby, with entry in the Industry Cup Challenge competition set at $1,000 per company.

“The children that SEMA Cares supports truly need our help,” said Kathryn Reinhardt, SEMA Cares chairperson. “With the return of the Pinewood Drags to the SEMA Installation & Gala, I hope that this year we can raise more money than ever.”

“Absolutely no donation is too small,” added Lindsay Bianco, SEMA senior manager of membership projects. “Last year was certainly difficult, and fundraising was not top-of-mind for many people, so it will be good to rally together again in support of the children’s charities we serve.”

Las Vegas has been steadily moving toward a full reopening and has adopted the latest best practices for large gatherings. The 2021 Installation Gala planners are working closely with state and local partners to ensure a safe and healthy evening of networking and celebration.

Las Vegas has been steadily moving toward a full reopening and has adopted the latest best practices for large gatherings. The 2021 Installation Gala planners are working closely with state and local partners to ensure a safe and healthy evening of networking and celebration.

High Anticipation

Eriksen agreed that there is a growing sense of anticipation for this year’s gala and all the activities surrounding it. Additionally, she sees the evening as a harbinger of the enthusiasm that’s already building for the return of a live SEMA Show in November. According to Eriksen, each event in its own way reflects the passion and interpersonal connections at the heart of the industry.

“For me, the SEMA Installation Gala is especially important this year,” she said. “We’ve always seen it as our mid-year gathering before gearing up for the SEMA Show in the fall. With the COVID-19 situation this past year, I think the members of our industry are craving the opportunity to reconnect with each other more than ever, and this event in particular is like a family gathering for the industry. It’s a little more relaxed than, say, November during the Show. A lot of meaningful connections and conversations can happen, and I think people are really looking forward to that.”

Join the Celebration!

Tickets to the 2021 SEMA Installation Gala, which are available to all SEMA members, can be purchased by visiting www.sema.org/gala. (Please note that, although the gala is open to the entire association, seating is limited.)

If you’d like to sponsor a SEMA Cares Pinewood Drags race car or challenge a colleague, please make your donation today. Visit www.sema.org/semacares for more information.

SEMA News—July 2021

INTERNATIONAL

Reconnecting Globally and in Person at the 2021 SEMA Show Global Media Awards Program

By Linda Spencer

International travel restrictions are beginning to ease, and trade buyers from all parts of the globe are finalizing their plans to attend the 2021 SEMA Show. These global buyers join U.S.-based resellers and SEMA Show exhibitors eagerly awaiting the opportunity to meet face to face once again and see up close all the latest products and trends the nearly 2,000 SEMA Show exhibitors will have on display in Las Vegas.

The 2021 SEMA Show marks a longed-for milestone for the global automotive specialty-equipment industry to once again reconvene amid much pent-up demand for in-person events. Now is the time for exhibitors to pre-plan how they will engage with the global buyers in search of the latest products that customers abroad are seeking. This article focuses on the SEMA Show programs and resources to help exhibitors and global buyers connect during Show week.

Global Media Awards Program

In recognition of the SEMA Show’s global appeal, SEMA will once again host the Global Media Awards, now in its 17th year. Leading international journalists from throughout the globe—from China, Europe, the Middle East and Canada—will serve on a panel, each selecting 10 products from the New Products Showcase that they feel would resonate with consumers in their home markets.

The 2022 Global Media Award winners will be feted at the International Happy Hour (IHH). Meet with this first-rate global panel of enthusiast journalists and trade buyers at this year’s event. Scan the QR code to the right to register.

International Happy Hour

Wednesday November 3
5:00 p.m.–6:30 p.m.

Join us for the 2021 International Happy Hour—the SEMA Show’s largest annual international specialty-equipment trade gathering. Come by, have a drink on SEMA and meet top international buyers and a panel of distinguished international journalists who serve as SEMA Global Media Award judges. More than 1,000 Showgoers are expected to attend the 17th annual event.

Exhibitor registration is complimentary but required. Scan the QR code below to register.

International Roundtables:

Monday, November 1

Meet international buyers before the Show even opens. Join SEMA Monday, November 1, for a series of roundtables focused on key international markets. Hear from top buyers and media about the opportunities and challenges U.S. companies face in doing business in their part of the world. Exchange business cards and invite these international resellers and media to visit you in your booth where you can discuss which of your products might resonate best with their customers and where there might be unmet local demand creating an opportunity for your company. The roundtables will all be held in the Las Vegas Convention Center, Upper West Hall W229.

Middle East Tazweed (customizing)

11:00 a.m.–12:00 p.m.

Meet with buyers from throughout the region who can let you know what their customers want. Learn how to cash in on this lucrative region with passionate consumers who possess disposable income. The United Arab Emirates and surrounding countries provide some of the best opportunities for U.S. specialty parts manufacturers. Off-roading, classic-car collecting and motorsports are all strong markets throughout the region. Attendees will also learn about plans for the 2022 SEMA Middle East Business Development
Program.

Connect with Buyers Down Under: Australia and New Zealand

12:15 p.m.–1:15 p.m.

Meet for lunch and conversations with top buyers from Down Under. Learn the latest trends from distributors of off-road, styling, restoration and performance products and the opportunities in these countries of pickup (Utes) and SUV customizing fanatics, V8 lovers and diehard hot-rod enthusiasts.

Nordic Region: Explore the Opportunities in the Vintage Car and Performance Niches

2:30 p.m.–3:30 p.m.

Learn the potential for your products in this performance and classic-car paradise. Meet with top trade buyers enabling the half-century-old craze of restoring and upgrading American classic cars in Sweden and the surrounding countries of Norway, Finland and Denmark as well as other European countries. Performance upgrades are among the top modifications sought for a range of vehicles. After all, the region is the headquarters of the European drag racing championship along with performance for street use, circuit racing, drag racing, rally racing and drifting. High disposable income coupled with a passion for personalization make this a very attractive region. Hear from those who recently participated on the first SEMA Nordic trip.

Latin America: Learn What’s Hot and What’s Not

3:45 p.m.–4:45 pm.

Trade buyers and media from Central and South America will discuss their respective markets and the opportunities to be found in this pickup- and car-crazy region. Learn what’s hot and what’s not. Get insider tips into which vehicles are local customizers’ rides of choice and the top-selling products. Learn more about the opportunities and challenges faced by U.S. manufacturers seeking to sell into Latin America—everything from language issues, tariffs and small fragmented markets to how U.S. companies have overcome them.

Center for International Commerce

Want a quiet meeting space to meet with international buyers? Come to the Center for International Commerce in West Hall W233 for free use of private conference rooms. Interpreters for most major languages are available in the Center for International Commerce to help facilitate communication with your potential or current international customers. Complimentary coffee and tea are available throughout the day.

SEMA Member News—July 2021

Spotlight on PRO Chair-Elect

Colby McLaughlin’s first aftermarket experience occurred in high school when he enrolled in accelerated classes at Washtenaw Community College in Ann Arbor, Michigan. Though focused on business management, he registered for a Custom Cars & Concepts course, which taught fabrication, chassis design, painting and collision repair. It was a game changer.

“I started the program and fell in love,” he said, and his skills earned him a spot on a frame-up restoration. “GM Performance Parts partnered with the college to build a ‘Summer School Chevelle’ for episodes of ‘Rides’ on TLC. I was one of eight students chosen for the project.”

Soon thereafter, McLaughlin’s career took off.

“The SEMA Show has played a huge role in my career,” he said. “While displaying the Chevelle in the GM booth, I got my first career opportunity with Special Projects Inc.”

McLaughlin later joined Chrome Enhancements, managing a nationwide sales team. In 2018, he switched gears and is now COO and president of Trim Illusion, which manufactures restyling accessories. McLaughlin joined the Professional Restylers Organization (PRO) select committee in 2019. In July, he’ll assume the role of chair-elect.

SEMA Member News: What motivated you to get involved with the PRO council?

Colby McLaughlin: I heard about the initiatives being driven by the PRO council. I wanted to be more involved, learn from people who’ve been in the industry for decades and share whatever expertise I have to give back. It’s been an outstanding experience.

SMN: What are some key council initiatives?

CM: PRO has done a great job with the sales manual best practices and the sales certificate program. Our team took the exam. They aren’t in sales, but it helped them understand the challenges and opportunities our customers face every day.

PRO also did an outstanding job working with staff in drafting a letter from SEMA President Chris Kersting, which explains dealers’ rights to accessorize under the Magnuson-Moss Act. The PRO Cup Challenge showcases packages restylers can sell to their dealers.

SMN: What unique skills do you bring to your new role?

CM: I have unique experiences. I came into the industry as a technician and have worked up to an executive-level position. I also have an interesting perspective as a manufacturer and a restyler, so I understand the challenges from both sides. I’m excited to be the chair-elect, and I look forward to working on new initiatives that will benefit all members.

Member engagement and outreach are big for me. We’re only as strong as our membership is engaged. I encourage anybody who wants to know more about PRO to reach out and get involved.

To learn more, email Council Director Denise Waddingham at denisew@sema.org or call 909-978-6691.