SEMA News—July 2021

FROM THE HILL

One on One With U.S. Representative John Curtis

SEMA News Goes Behind the Scenes with the Utah Congressman

By Eric Snyder

I recently had the pleasure of interviewing U.S. Representative John Curtis (R-UT), who represents Utah’s third congressional district, which borders Arizona and extends more than 300 mi. north to just outside of Salt Lake City, Utah. It is home to Moab and some of the best outdoor recreation opportunities in the nation—from canyons and red rock country to snow-capped mountains.

Rep. Curtis has proven himself a thoughtful lawmaker during his three terms in the U.S. House of Representatives, and he is a strong ally of the automotive aftermarket. He is an avid motorcyclist and outdoor enthusiast, speaks fluent Mandarin, and is one of the most genuine members of Congress.

Rep. Curtis was born and raised in Salt Lake City and first became interested in politics when he volunteered on his mother’s campaign for school board. After graduating from high school, he served a two-year mission in Taiwan through the Church of Jesus Christ of Latter-day Saints before attending Brigham Young University, where he earned a degree in business. After college, Rep. Curtis was a salesman at the Citizen Watch Company before going to work for the O.C. Tanner Co.

In 2000, Rep. Curtis purchased a stake in Action Target, which manufactures custom shooting ranges and portable steel targets for military, law enforcement and commercial applications in addition to delivering and installing indoor and outdoor range equipment throughout the world. Rep. Curtis led sales and operations strategy for Action Target and worked with his partners to build the business.

He served as mayor of Provo City, Utah, from 2009 to 2017, where he was known for his personal approach to governing and outreach to residents. The Government Social Media group named him the number-one top elected official on social media, 2015. During his two terms as mayor, Provo ranked number one in the nation for business and careers by Forbes as well as number one for well-being by Gallup.

When U.S. Representative Jason Chaffetz (R-UT) left Congress in 2017, Rep. Curtis decided to run for the seat, winning a three-way special-election primary in August 2017 and then the November 2017 general election. During his first year in office, Rep. Curtis introduced 12 bills, three of which were signed into law: The POPPY Study Act to combat the opioid crisis, the Public-Private Partnership Advisory Council to End Human Trafficking Act, and the Small Business Access to Capital and Efficiency Act. Rep. Curtis’s reputation as an effective policymaker helped to earn him a spot on the powerful Energy and Commerce Committee in 2021.

Rep. Curtis is a strong supporter of the Recognizing the Protection of Motorsports Act. He has also been a pragmatic voice in discussions over land-use policy, ensuring that roads and trails are open to motorized recreationists.

Congressman Curtis and wife Sue have six children and seven grandchildren. When he’s not on Capitol Hill, Rep. Curtis is either spending time with his family, meeting with constituents, riding his motorcycle or enjoying the outdoors. Join me as we go behind the scenes with Rep. Curtis.

Interview with Rep. John Curtis (R-UT)

SEMA News: What was your first car?

John Curtis: My first car was a ’76 Volkswagen Super Beetle, bright cherry red. It was a fun car, and I miss it. Some days, I wish I’d never sold it.

SN: What do you currently drive? Do any of your vehicles have aftermarket modifications?

JC: I’ve got an F-150. It’s an amazing truck. It has bigger tires and rims, and everything from floormats to running boards. It also has deflectors on the front hood to keep rock chips off it. It’s got a small lift on it as well.

My first outdoor experience was on motorbikes rather than four-wheelers, because my dad loved motorbikes. Our garage was full of everything from the ’70s version of a Honda 70 to the Honda 90. As a matter of fact, I still have my father’s Honda 90. It has kind of a V frame and a trail gear. Then we had a Yamaha 125, and now I’ve got a street bike—a Kawasaki Vulcan 1600.

I went out to my garage a few years ago and said, “This is crazy!” I had, like, 10 bikes. I’ve pared it down to just a couple. My Vulcan 1600 has all the aftermarket products from saddlebags to handlebars to a windshield.

SN: Prior to getting into politics, you worked in the private sector, which took you all over the globe. Tell us about that experience.

JC: When I was a young man, I lived in Taiwan for three years. Part of that time was religious service; part of it was business. I think what your readers might find most interesting is that I owned, with two partners, a company that built shooting ranges around the world. I’ve been on thousands of shooting ranges. We sold the business a while ago, and that’s when I ran for mayor of Provo.

At one point, we were using about 5% of the world’s hardened steel in our factory to build shooting ranges, including a lot of ranges for law enforcement and recreation. We had some very proprietary products, bullet traps and trade targets. It was really a fun business.

SN: I know that you’re a big outdoor enthusiast. When you’re back in the district, what do you do for fun?

JC: If I have just a couple of hours, right behind my home is Rock Canyon. It’s a world-famous rock-climbing canyon, and I like to hike or even run up the canyon. It’s a pretty steep grade. From my house to the mouth of the canyon is about a half a mile, so I can either buzz up real quick on my bike or just run straight up it from my house.

If I have a little bit more time, my wife and I love to get down into my district. We have some of the most amazing recreational opportunities in the world in Utah’s 3rd congressional district with Moab, Bears Ears and Emery County. We both love Lake Powell. We have a houseboat share and a boat we keep down at the lake. That is one of our favorite things to do. We also love to ski, although the older we get, the less skiing we do.

A few years ago, I had a significant birthday when I was mayor, and I wanted to highlight the city and prove that you could water ski and snow ski on the same day. Fifteen minutes from my house is a ski resort. We went skiing and then went 15 minutes the other direction and went water skiing.

SN: What can off-road enthusiasts do to make their voices heard in a constructive way that’s going to help maximize their ability to achieve results?

JC: A couple of things come to mind. Your community does an amazing job of taking care of the places where they like to recreate. I would tell them to brag about their trail-preservation work and their efforts to preserve those beautiful outdoor areas. They do amazing work, and I’m not sure they always get credit for it.

Another thing is to be positive and constructive. That includes identifying issues in common with your lawmaker and things that are being done well. Lead with the positive, and then you can also circle around and let them know what they can be doing better. It’s rare when members get complimented for the work they’re doing. Usually, each member is doing something right.

The groups that build the best relationships with lawmakers are the ones who are appreciative of what we do on their behalf, and they lead with that and then follow up with what else they’d like us to be doing.

It’s important to build a relationship in the good times so that when tough issues come along, you’ve got that relationship of mutual respect. Don’t just wait until you have to do something that is difficult. Your industry has this huge advantage of providing access to the vast outdoors. Invite lawmakers to go out on the trails and help them have a great experience!

SN: You reintroduced legislation with Rep. Peter Welch (D-VT) that will more than double funding for the Recreational Trails Program (RTP), which has provided funding to states to develop and maintain outdoor recreational trails for the last 30 years. The program is incredibly important to providing motorized recreational access for four-wheeling and snowmobiling. Tell us a bit about the bill and its prospects in this session of Congress.

JC: The Recreational Trails Full Funding Act of 2021 helps to make sure that we have the funding and resources needed to take care of trails and other assets that we all enjoy so much around the country. RTP has created countless opportunities for motorized recreation and human-powered experiences. The program is modeled after the Highway Trust Fund and is funded through taxes paid on gasoline used to fuel snowmobiles, ATVs and other recreational vehicles that do not use highways. However, RTP is currently funded at $84 million annually, which is substantially less than is collected in taxes on fuel used by these vehicles. Our legislation will more than double RTP funding to at least $250 million and ensure that future generations get to visit the great outdoors, while supporting local economies and jobs, especially throughout rural areas.

SN: President Biden is receiving a lot of pressure to expand the Bears Ears National Monument beyond President Obama’s original designation. I know that you have been actively engaging the Department of the Interior and working to make sure the administration’s new boundaries are balanced. Do you anticipate that it will impact motorized access in a significant way?

JC: It’s clear that the use of the Antiquities Act can dramatically limit access to trails, and that’s very worrisome. It’s not just trails that are at risk. It’s grazing and other recreational activities that sustain jobs, careers and livelihoods, and I think that’s why many people in the area push back.

It’s not that they don’t want to preserve and take care of the area, but they’re worried that an overly restrictive declaration from the president won’t take into account the uniqueness of the land and the different opportunities for its use. I think most would agree that there are some areas that are appropriate for grazing, some areas that are appropriate for off-roading, and there are areas that are appropriate for different types of recreation. If we can come together and decide what those uses are, that’s far better than an executive action that just prohibits everything.

SEMA Member News—July 2021

SBN Nurtures Professional Growth

The SEMA Businesswomen’s Network (SBN) continues to experience success with its virtual education platform tailored to a diverse membership. The Resource Committee created four separate series to help members in entry-level, management level and C-Suite positions. The topics range from career advancement to work-life balance to challenges that they are experiencing.

The first series is for C-suite executives. The second, a management series, targeted mid-level employees and managers. The third series, titled “Sharpen Your Soft Skills,” has been segmented into six parts. Topics included navigating career-advancement conversations, asserting oneself in the workplace, effective conflict management, and creating beneficial connections through
networking.

“That series offered so much information,” said Lana Chrisman, SBN chair. “I was really happy to see several men involved, and we expect the next series, “Perfecting Your Job Search,” will also see a good mix of men and women.

“We’re not just about helping women. We want to help SEMA-member employees across the board to advance their careers.”

Live Chats to Wine Night

Facebook Live Chats, featuring women leaders, are another SBN component. Recent presenters included Laurel Dasher of Paramount Data Management; Kathryn Reinhardt of 4 Wheel Parts; Melanie Hellwig White of Hellwig Products; Erika Marquez of Warn Industries; and Marla Moore of Coker Tire.

To celebrate Women’s History Month, SBN highlighted members in Facebook posts and asked them to share details about who they are, where they work, and which woman they would nominate to the SEMA Hall of Fame.

“We wanted them to think about who could be a Hall of Famer so that more industry women could gain that level of recognition,” Chrisman said. “It was also important to acknowledge successful women in our industry. Helping members become better acquainted builds our community.”

Community building is also about fun and about utilizing online platforms to connect members across the miles in entertaining ways. Two virtual events, Wine Night and Game Night, gave members after-hours opportunities to kick back, relax and celebrate kinship.

“Both events were hugely successful and so much fun,” Chrisman said. “Networking is such an important part of what SBN is all about. For members to be able to connect virtually and build camaraderie is incredibly rewarding.”

After two years as SBN chair, Chrisman will assume the role of immediate past chair in July. She credits her team members with helping to bring the network’s initiatives to fruition.

“I’m extremely proud of this group of women and all that we have accomplished,” she said. “They are visionary and passionate.”

SBN kicked off three SEMA Virtual Education series focused on helping SBN members enhance their business and professional development.

Cathy Clark, Bob Cook Sales

“My company is very involved in SEMA, and our owner has always encouraged us to volunteer. My mentor, Denise Waddingham (now SEMA council director), was on the SBN select committee. She suggested that it would be a great place to start my volunteer career. I’ve been on the committee for four years.

“The biggest benefit of being an SBN member is meeting and getting to know all of the amazing women in our industry. Before I joined the SBN, I wasn’t living up to my full potential, and these women have encouraged me and championed me to grow and learn.

“I am extremely excited about becoming the SBN chair. We have an incredible group of women who are accomplishing some amazing things, and I am so proud to be part of this group at this time.”

Sara Morosan, LGE-CTS Motorsports

“I first heard about the SBN when we were asked by Ford and SEMA to help out on the Mustang build in 2011. It was life-changing. Mike Spagnola [SEMA vice president of OEM and product development] encouraged me to volunteer. I joined the LTAA/TORA select committee and served eight years. I wanted to stay involved, and I love being part of
the SBN.

“We bring together a community, a place to bring up ideas and ways we can grow as women and grow our industry. Everyone has a different story to tell on their journey. We need to tell our story to help inspire the next generation and continue to make this the best industry.

“I am excited and honored to be part of the leadership team. Lana and Cathy are inspirations. I hope to keep up the momentum that they have created and to continue to work with Cathy to bring ideas to reality.”

Every two years, each SEMA council and network chooses a new chair and chair-elect. On July 1, Cathy Clark will take over as SBN chair. Sara Morosan will serve as chair-elect. SEMA Member News asked Clark and Morosan to share their thoughts on SBN and their new roles.

SEMA Member News—July 2021

ARMO Shares Tips and Tactics for Navigating Car Shows

The Automotive Restoration Market Organization (ARMO) has initiated quarterly membership meetings in order to keep members informed of the latest happenings and address important topics. The first virtual session was held in March. Others are slated for June, September and November.

Each session includes a council update followed by a panel discussion centered on an industry-related topic such as recruiting and keeping talented employees, trademark licensing and legislative issues. During the March meeting, members were first treated to an overview of ARMO activities at Spring Carlisle. A soon-to-be-aired Live Chat series with top-tier builders was also discussed. The prerecorded video chats are hosted by Sabra Johnson of City Classic Cars.

The meeting then segued to a panel discussion titled “How to Navigate Swap Meets and Car Shows.” Organized by Communications Subcommittee Chair Joanna Agosta Shere, the panel featured Randall Bates of Auto Custom Carpets; ARMO Chair Ben Tucker of Camaro Central; Tray Smith of H&H Classic Parts; and moderator David Alkire of RPUI.

Implementing Best Practices

After months of few if any car shows, restoration pros are gearing up for what is expected to be a solid car-show season. As eager as folks are, however, there are concerns over how to make car shows and swap meets successful, even as pandemic restrictions are relaxed. To help members make decisions regarding event participation, the panelists shared some best practices based on their own
experiences.

On the subject of how promoters are handling COVID-19 protocols, Tucker said the panelists agreed that safety procedures at indoor events are being observed, such as social distancing and monitoring how many attendees are allowed inside. He also noted that hand sanitizers and masks are generally available at indoor and outdoor shows.

What about keeping employees safe and interacting with attendees?

“Our employees wear masks and must use hand sanitizer after handling cash transactions, and customers need to wear masks,” Tucker said.

To prevent customers from entering his booth, he sets up a service counter with a front-facing monitor so that they can view the transaction. As an added precaution, he noted that he and other vendors now take fewer employees to events.

In reflecting on the meeting, Tucker said, “It went very well. About 30 people stayed the whole time, and many people reached out afterward to say the meeting and panel discussion were very informative. We’re just trying to raise the bar and help people navigate this new world by giving them the best information we can.”

SEMA Member News—July 2021

WTC Planning Session Engages and Informs Members

SEMA councils and networks offer resources aimed at meeting their members’ needs. Ideas for those initiatives often bubble up during brainstorming sessions known as long-range planning (LRP) meetings, which give members a voice on issues and a chance to bounce ideas off the wall.

In the interests of members’ welfare, attendance at the two-day Wheel & Tire Council (WTC) LRP was limited this year. Select committee members and a non-voting Tire Industry Association representative had the option of attending in person or via Zoom. At-large members were invited to join a virtual open forum preceding the LRP.

Behind the Curtain

During the open forum, SEMA staff provided a look behind the curtain at resources the association provides. Mike Spagnola, vice president of OEM and product development, and Luis Morales, vehicle product data specialist, talked about the new SEMA Garage and services that will be available to member companies.

Stuart Gosswein, senior director for federal government affairs, addressed the hot-button topic of tariffs on imported hard parts, which directly impact the wheel industry. He also touched on Recognizing the Protection of Motorsports (RPM) Act.

Tom Gattuso, vice president of events, highlighted changes to the SEMA Show floorplan, noting that the Global Tire Expo and wheel section will remain in the Lower South Hall of the Las Vegas Convention Center. The West Hall will house the restyling, truck and off-road sections, with the Upper South Hall occupied by collision repair.

“It was incredibly valuable to hear what SEMA is doing to provide resources and services and to get feedback from members,” said Tyson Boyer, WTC immediate past chair. “It was a great update.”

Brainstorming

During the LRP meeting, which carried over to a second day, the select committee discussed a range of topics and issues. For insights into trends and key industry indicators, WTC tapped SEMA Director for Market Research Gavin Knapp to talk about the “SEMA Future Trends Report” and economic and consumer trends that lie ahead.

The group also brainstormed some potential initiatives, not yet finalized. One idea centered on creating business tools and resources to help members promote their business or product launches. Membership retention and recruitment sparked conversation and a decision to create a subcommittee. The attendees also touched on the value of networking and what WTC could do to provide more relationship-building opportunities, and there was a conversation about WTC’s activities at the SEMA Show, which are still in the planning stages.

From Boyer’s perspective, the LRP meeting and open forum went well.

“When we have meetings, we always keep our mission statement in mind,” he said. “Why are we here? To provide value to our members. If you’re in our market, we want to hear your voice. Though it wasn’t the same as having everyone together in person, the meeting was informative, people were engaged, and we got great feedback.”

SEMA Member News—July 2021

MPMC Leadership Speaks Out

Four members of the Motorsports Parts Manufacturers Council (MPMC) select committee were invited to share their views on matters impacting the motorsports industry. Here are edited excerpts.

Rob Fisher of E3 Spark Plugs

The U.S. Environmental Protection Agency’s (EPA) Clean Air Act ruling is a massive problem. The new rule doesn’t allow a street vehicle to be converted into a race car. The original interpretation didn’t apply to modifying street vehicles for use on a racetrack, which is the core of SEMA’s argument in the Recognizing the Protection of Motorsports Act (RPM Act).

The MPMC created a task force to inform folks about the RPM Act and what we can do. This affects everyone—manufacturers, sanctioning bodies, racers, builders—and we have to develop a cohesive message. We plan to work with Performance Racing Industry’s (PRI) Dr. Jamie Meyer and SEMA’s office in Washington, D.C. We’re all in this together.

Looking ahead, motorsports is poised to have a very good year. Racing is off to a good start. The SEMA and PRI Shows will be off the charts.

Melissa Scoles of QA1 Precision Products

Our planning for the trade conference paid off. The SEMA team did a great job in vetting organizations that could host a virtual platform. Because it was virtual, meetings could be scheduled outside of traditional times. The virtual aspect was so well received that we’re exploring how to include it next year and still have that in-person connection.

The biggest thing now for members is to be educated about the RPM Act and how they can support SEMA. The EPA’s ruling has the potential to collapse our industry.

Going forward, we’re extremely optimistic about the state of the industry.

Having to pause during the pandemic got people back into their hobby and reignited their passion for racing.

John Lambert of Hypertech

The EPA talked about its new tampering policy at a SEMA webinar. What happens if a vehicle isn’t emissions-compliant? The MPMC wants to work with SEMA to help companies be prepared before the EPA shows up.

Know how to get product tested and how to get a California Air Resources Board Executive Order, because when the EPA knocks on a door, it already suspects non-compliance. As an industry, we need to stay within bounds, be good stewards of the environment and still have fun.

The PRI Road Tour was a bright spot—great exposure for the industry. I’d love to see it continue, because it peeled back the curtain and gave us a look at businesses that everyone has heard of but never visited.

Surprisingly, performance-parts sales last year weren’t as bad as we expected. Now that events are happening, it’s going to be an incredibly good year.

Tim Torrecarion of Air Flow Research (AFR)

The majority of motorsports in the United States is at the amateur level—modifying a street vehicle to race. The EPA is looking to take that away, which is why we need to support SEMA and the RPM Act.

Changes to Proposition 65 put a greater burden on manufacturers to inform consumers of the chemicals in their parts. The Wayfair tax requires companies that do business across state lines to collect sales tax, but every state and locality has different tax rates. Again, it just makes it harder and more complicated to do business.

On the bright side, I think everyone will do much better than last year. Pandemic restrictions are reduced, events are happening, racetracks are opening. All things are working in our favor.

SEMA News—July 2021

INDUSTRY NEWS

Fast Facts

Vintage Air, manufacturer of complete performance air conditioning systems for classics, trucks, hot rods and street rods, announced promotions for multiple members of its senior management team. Founder Jack Chisenhall (pictured) takes on the role of CEO, where he will continue to oversee the organization. Executive Vice President Rick Love becomes president; Allison Chisenhall-Harding takes on the new role of chief operating officer; and Ryan Zwicker will become the chief innovation officer.

CRC Industries Inc., a global manufacturer of specialty products and formulations for maintenance and repair professionals and do-it-yourselfers, partnered with the TechForce Foundation and its industry alliances to help educate, develop and train the next generation of technicians. CRC Industries also acquired select assets of Harris International Laboratories Inc., including the Evapo-Rust brand of rust-removal products.

Champion Brands, a blender and packager of automotive, racing and heavy-duty lubricants, chemicals, additives and motor oils, announced the appointment of Scott Baubie to its sales, business development and marketing team. As director of sales/business development manager, Baubie will contribute to sales strategies and business development initiatives as well as design and implement new market penetrations within racing, fleet and private-label markets.

The L.S. Starrett Co.—a global manufacturer of precision measuring tools and gauges, metrology systems and more—announced the appointment of Jim VandeHei as director of sales of Starrett Metrology Systems. In that newly created role, VandeHei’s primary responsibility will be North American sales of the company’s vision systems, optical measuring projectors and force measurement systems.

Dynabrade Inc. announced the appointment of Michael Buffamonti as the company’s new president. He replaces Hardy Hamann, who retired earlier this year. Buffamonti most recently held the role of CFO and has been a member of the executive management team for many years. Before joining Dynabrade, he held various management positions at Deloitte LLP. Since the beginning of his career at Dynabrade 25 years ago, Buffamonti worked closely with the company’s founder, Walter Welsch.

Holley announced the acquisition of AEM Performance Electronics. The move aligns with AEM Performance Electronics’s recent launch of EV conversion products (electronic control systems that support the conversion of vehicles originally equipped with internal-combustion engines to electric power). There will be no changes in leadership or the operation of AEM, as everything is “business as usual” for the company.

LSI Chemical, manufacturer of high-performance oil and fuel additives for downstream oil, petrol and diesel fuel production, announced Thomas Robinson as the company’s new business development and marketing manager. In that position, Robinson will be responsible for the coordination of all LSI Chemical sales activity, partner and customer support, international marketing initiatives and an extensive trade show and conference event schedule. He will report directly to LSI Chemical President Todd Cawley.

Old World Industries announced the appointment of automotive industry veteran Greg Noethlich as its new CEO. Noethlich will be responsible for accelerating the growth of the company with its iconic Peak, BlueDEF and Final Charge brands while remaining a family-owned company. Noethlich comes to Old World Industries after leading several major automotive aftermarket businesses, including Fram Oil Filters, Prestone Products and Champion Laboratories.

R&R Marketing Consultants Inc. (RRMCI) announced the hire of Joe Barone as e-commerce business analyst on the RRMCI technology team. Barone began his career in the automotive industry in 2012 as a counterman selling automotive parts in his family’s hardware store. His passion for the aftermarket quickly grew as he then moved to Grand Rapids, Michigan, in 2015 to work with Auto-Wares. In 2019, Barone transitioned to the performance side of the industry, where he worked at Motovicity until its acquisition by Turn 14 in 2020.

Addman Engineering Group announced the acquisition of 3rd Dimension Industrial 3D Printing, based in Westfield, Indiana. 3rd Dimension is a provider of metal additive manufacturing and CNC-engineered solutions. With the acquisition, Addman adds a range of metal printing capabilities as well as traditional subtractive processes. The purchase marks Addman’s second additive manufacturing location in the United States, with headquarters based in Bonita Springs, Florida.

PFC Brakes announced the promotion of Chris Dilbeck to the director of motorsports. A portion of his new responsibilities will include managing the PFC Brakes race department as well as strategically growing the PFC brand and market share across new sportscar, open wheel, and other professional motorsports series. In addition to the new segments of racing under the PFC banner, Dilbeck will still be responsible for the management of the company’s NASCAR and Circle Track client base.

J-B Weld Co. announced the acquisition of do-it-yourself bedliner brand Herculiner from Old World Industries LLC. J-B Weld, established in 1969 as a maker of “cold weld” epoxy adhesive, has expanded its product portfolio since then to include adhesives for metal, wood, plastic and general-purpose use.

SEMA News—July 2021

INDUSTRY NEWS

Industry Indicators: Manufacturing Stays Strong While Retail Sales Surge

The overall outlook for the economy is positive. Consumers are spending money now that restrictions are easing, and overall confidence has jumped as consumers are optimistic about the economy, according to the latest “SEMA Industry Indicators” report.

Retail sales surged 9.8% in March. Consumer spending will likely continue in the months ahead, given that stimulus checks were delivered to many households in the back half of March and into April. Auto sales saw a spike in March, hitting levels not seen in more than three years. Retail sales grew 7.7% in the first quarter, the strongest quarterly growth rate since the ’60s.

March 2021 was also a strong month for manufacturing. The industry added 53,000 jobs. However, the motor vehicles and parts sector shed roughly 1,000 jobs, making this the third consecutive month of declines. This is potentially a result of key component shortages for items such as semiconductors, which have caused manufacturers to slow production of some models. But production in the auto parts segment increased during March and, as already noted, sales of new vehicles were extremely strong. Retail inventory levels for both new and used vehicles are tightening.

For more information, download the new April “SEMA Industry Indicators” report today at www.sema.org/research.

ORBA and Tread Lightly! Announce New UTV Education Program

The Off-Road Business Association (ORBA) and its affiliated groups, Tread Lightly! and Mad Media, have teamed to create “UTV Impact,” a community-driven effort to educate and persuade new UTV riders to ride with respect.

The objective of the campaign is aligned with ORBA/One Voice’s mission of protecting access to public and private lands for off-road motorized use. It is coupled with Tread Lightly!’s mission to promote responsible outdoor recreation to minimize the environmental and social impacts of off-road recreation.

With a 500% increase in sales of UTVs (also known as side-by-sides), ORBA CEO Fred Wiley explained, “It is important that ORBA assists in developing a program that will sustain responsible recreation on public and private lands, and UTV Impact is an important component of our work.”

Matt Caldwell, executive director of Tread Lightly!, sees UTV Impact as a vital tool in keeping trails open and accessible.

“The influx of new users to the off-road community has put a great strain on public lands,” he said. “We believe that UTV Impact can be the foundation to help protect our access for the next generations.”

More information is available from Fred Wiley at fwiley@orba.biz.

New Research Explores the Market for Classic Cars and Trucks

Classic cars and trucks have been a key part of the automotive specialty-equipment market since it began. For many people who own older vehicles, fixing them up or modifying them into something new is a passion project that can span decades. With an estimated 9.4 million or more pre-’90 vehicles on the road, there are plenty of vehicles being restored, hot-rodded or restomodded by people who intend to keep working on their babies for years to come.

In the new “Classic Cars, Modern Markets” report, SEMA Market Research digs into how modern consumers feel about, work on and engage with fellow enthusiasts about classic vehicles. Businesses can download the report today to help understand this unique customer base and how to reach them.

Additional insights from the report include:

• 50% of the new generation of owners (under age 45) first got interested in classic vehicles through a friend or relative.
• 67% of classic vehicle owners have more modern vehicles in addition to their classics.
• 80% of classic owners are comfortable doing at least some of the work on their vehicles on their own.

Want to learn more about the current state of the classic vehicle market? Download the new “Classic Cars, Modern Markets” report today at www.sema.org/research.

Grants Available for Companies to Participate in First-Ever Reverse Trade Mission

Meet key global trade buyers of automotive specialty-equipment products here in the United States. Since buyers will travel to multiple states for the Reverse Trade Mission (RTM), attendees will choose the most convenient location from the list of stops below.

The RTM enables attendees to meet one-on-one with global distributors and resellers and participate in networking receptions and special events with top international buyers. The day-and-a half program (per location) will create opportunities for visiting international resellers and for U.S.-based suppliers to establish or enhance relationships and hopefully lead to increased business. Space is limited.

Locations (select one):

• California: July 19–20
• Michigan: July 22–23
• North Carolina: July 26–27

The registration fee is $300, which includes all meals. A special promotion package of $2,700 is available, which includes a half-page ad in the “SEMA Buyer’s Guide,” to be distributed at the RTM, in SEMA News and in the Center for International Commerce at the 2021 SEMA Show.

A $1,200 grant is available from the U.S. federal government for qualified companies with an additional $1,650 from the State of California for qualified California-based companies. Grants are also available for companies based in Illinois, Indiana, Michigan, North Carolina, Ohio, Tennessee, and Texas. Contact Kristin Atwan at kristina@sema.org for more information.

SEMA News—July 2021

BUSINESS

The Customer Journey: From Digital Onlooker to Repeat Buyer

Four Tips for Creating a Five-Star Retail Experience

By Chad Simon

The need to adapt in order to survive in the COVID-19 era became a common theme during SEMA360 last November, when we heard from several industry experts who offered their advice on how to take businesses virtual and still deliver the ultimate customer experience. One such session was “The Customer Journey: From Digital Onlooker to Repeat Buyer,” featuring Corey Perlman, owner of Impact Social Inc., and Katie Mares, a brand-experience expert.

Business as usual is slowly coming back, but the fact that most in-person events were canceled last year and many people are still working remotely can present a challenge to marketers. To coax a potential customer down off the fence and into your camp, it’s crucial for you, as a business owner, to foster a companywide culture that is focused on delivering a five-star experience from top to bottom. You’re not the only one carrying out a promise or an expectation; your team has to be in line with your vision.

“It’s important that the promise you make to clients is lived out when they walk through the door,” Mares said. “If you don’t have the right people or brand standards that your employees live by, there’s going to be a disconnect, and the customers are going to be disappointed. If you create expectations online and then they go into your store and they experience something completely different, that promise is broken. You’re not just hitting them by phone or door-to-door anymore. You’re creating a brand that the whole world can see.”

Delivering a five-star experience doesn’t necessarily mean you have to spend lavishly on fancy dinners or swanky hotels. Just be real. Care about the humans and not just the end goal of getting their business.

“Flip the sales mentality right-side up,” Mares said. “People crave human interaction—especially now because of COVID-19. With businesses starting to open again, human interaction is so important. Figure out how your leads want to be communicated to and personalize it.”

Four tips for creating a lasting connection with your customers include:

Collecting Golden Nuggets: Customers will tell you everything you need to know about them if you are willing to listen and collect the golden nuggets of information. Use them when you are keeping in touch. For instance, if someone reveals to you that he recently had an anniversary or his family is going on a vacation, utilize that information to tailor the experience. People don’t want to feel like numbers; they want to feel important.

“You can pull a lot from social media about your customers’ hobbies, birthdays, anniversaries, kids, etc., to build a connection,” Perlman said. “When you’re creating that experience with customers, make sure you connect with them on social media so that when they tell their stories they can link them back to you.”

To build a relationship with your customers, you must genuinely care about them.

“Your customers are the ones who keep the lights on in the shop and in your home, keep food on the table and your children clothed,” Mares said. “Your ability to do anything in life is because of them. If you can’t see that and can’t genuinely care about the people who keep you afloat, you are in the wrong business. We all serve humans.”

Anticipating Their Needs: Mares recalled a time when she flew to Singapore while working for Celebrity Cruises. Upon arrival and jetlagged, she had been awake for 29 hours. After she’d boarded the ship, gone to her room, closed the curtains and crawled into bed, the phone rang. It was the documentation office asking for her passport.

Mares was tired and had a headache, so she asked if it could wait until morning, but she was informed that the ship couldn’t leave the port until everyone’s passport had been collected. The woman on the other end could hear the frustration in Mares’ voice, so she offered to come to her room and pick it up. Five minutes later, Mares handed over her passport and was given an aspirin and a bottle of water in return. The woman had anticipated Mares’ needs when all she had said was, “I’m tired, I have a headache. Can we do this tomorrow?”

“She took those pieces of information, followed through, came to me, and for $3, she created an experience for me that I’ve retold all over the world,” Mares said. “That type of service is what makes people want to refer you and keep coming back to you.”

Delivering a Plus-One: The windows in a retail shop are known as “silent sellers,” according to Mares. They keep selling for you when the mall closes and before it reopens. They are your referral source when you can’t connect with a customer.

“A lot of what everyone does today is silent selling using email campaigns and online ads,” Mares said. “They stay at the top of your customers’ minds. If you want to keep the true referral, you need to hit them emotionally. They can always go online and Google tire prices or oil change prices and a million results pop up, so you’re no different from anybody else. The thing that makes you different is the relationships your people create. Anticipate customers’ needs and deliver a plus-one to knock their socks off.”

Using Names: Using names matters, according to Mares. “That name is given to them at birth,” she said. “You’re making connections the moment you say your clients’ names, because you’re treating them like humans and not numbers. Always greet each one by name and use it going forward in every conversation you have. Once they’ve bonded with you, they won’t do business anywhere else.”

Virtual Insanity

Digital has overtaken the in-person experience, especially since the pandemic. Throughout the entire journey of establishing a customer for life, the one place where people tend to drop the ball most is between visit interactions and keeping the relationship alive, according to Mares. If you don’t continue to be top of mind and build a relationship using something they need that’s personalized and tailored, then they’re going to go somewhere else.

“The customer needs to know you not only as a human, but also digitally,” Mares said. “Don’t become complacent from a human perspective, because a lot of people still crave that. You’ve got to bring them in with the product and follow them around online, but once they come into your store, you’ve got to be able to create those relationships.”

People always want to know if social media replaces in-person interaction.
Perlman explained that social is an “and,” not an “or.” It’s a complement to meeting face to face.

Another best practice that Perlman cites is to use a “lookalike audience.” Facebook will see who’s visiting your website and generate a list of people with similar demographics to whom you can market.

When people like you enough to come into your store, it’s important to get them on your digital and social platforms, otherwise you won’t have the opportunity to establish a relevant lookalike audience. Develop those relationships when they are there with you to ensure that they follow you on every social channel, and build a database by collecting contact information from everyone who walks into your store.

In order to gain new business, you must generate leads. Create an ad budget and focus on social advertising to get your story out there. Building an audience is the only way to be successful with your ads, because your credibility is diminished when someone checks out your Facebook page and you have only 200 fans.

“You’ve got to spend money to increase leads, and the best way to spend is through remarketing,” Perlman said. “If someone goes to your site and looks at a product or a service but doesn’t buy, you can drop a Facebook pixel on their website, and when they’re navigating social media, you can follow them around and stay in touch with them.”

Show, Don’t Tell

People want to hear real stories, so it’s a good idea to shoot a video or get a customer testimonial.

“Be transparent,” Mares said. “Those are the things people pay attention to. If you have someone on camera who’s showing people what you’re doing, more people are going to believe in you. Your clients will make decisions based on what hits them emotionally, so be a real person online.”

It’s also common for potential clients to decide to do business with you several months after making initial contact. How do you stay on their radar during that time without frustrating or annoying them? Perlman suggested producing a weekly or monthly show at the shop or the track and have each episode focus on a different topic. Using video interviews is a great way to build an audience, because it’s engaging content that tells a story about one of your customers succeeding due to your parts or services.

“Although people go online to read reviews, humans still trust humans more than a Google review, because a lot of the reviews can be fakes,” Mares said. “If you can actually get a customer on video singing your praises, there’s no better form of marketing. Not only do you have a client who’s already loyal but one who will also refer you to family and friends.”

Never let a verbal testimonial go unpublished, Perlman agreed.

“The best way to thank someone for a five-star experience is to post about it online,” he said. “The ability to get customers to become your sales force is key.”

By SEMA Editors

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Compiled by SEMA Editors

Race Winning Brands Welcomes Industry Veteran Vic Wood

Race Winning Brands (RWB) has 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, and has established a decorated history.

Wood is committed to the engine building and racing sectors both professionally and personally. His contributions to the industry have been reflected and actively recognized by organizations including SEMA and NHRA dating back to 2005, but his personal racing achievements are equally notable. Prior to coming to the United States, Wood was a winning drag racer and dirt oval competitor in both Midgets and Sprint Cars, building many of his own engines. Wood also drove a 245-mph roadster at Bonneville Speed Trials and remains an avid hot rodder with his ‘64 Chevy C10 pickup powered by a blown 410ci Dart Machinery-equipped engine.

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 representing RWB effective immediately.

Pep Boys Celebrates 100th Anniversary

Pep Boys is celebrating its 100th year in business by announcing business expansion plans and investments. Over the next several months, the #PepBoysRoadTrip, a custom, Pep Boys-branded bus, will travel across the country. Along the way, Pep Boys will mark the opening of new locations and kick-off new business initiatives, while celebrating the team members and customers who helped the xompany reach this milestone. For more information, visit the Pep Boys website.

Oleksandr Antonenko Joins Eleven Engineering R&D Design Team

Eleven Engineering Inc. has announced that Oleksandr Antonenko has joined the company’s growing Research & Development design team. Antonenko has a Bachelor of Science degree in Electrical Engineering from the University of Alberta.

Premium Guard Receives 2021 ACPN Award for Web Catalog Content Excellence

Premium Guard Inc. (PGI) received the bronze Content Excellence Award for its Premium Guard Filters web catalog from the Automotive Content Professionals Network (ACPN). The award was presented during the ACPN’s virtual 2021 Knowledge Exchange Conference.

The Premium Guard Filter catalog at www.pgfilters.com/filter-lookup was designed to help users easily identify the exact part needed for their application. It offers three search options: classic search, dynamic search, and VIN search.

Attended by most major manufacturers, distributors, and parts experts in the automotive content space, the annual ACPN Knowledge Exchange provides a focused and unique opportunity to learn, share best practices, network with peers, and interact with service providers in the content management space. ACPN, a community of the Auto Care Association, created the ‘Content Excellence Awards’ to recognize the best examples of accurate and innovative product content in the auto care industry.

Off-Road Expo: New Date and Location in California

The 2021 Off-Road Expo presented by General Tire will be held at Ontario Convention Center in Ontario, California, October 9-10. The event will continue its tradition of convening the off-road community together in Southern California.

The Off-Road Expo team is currently working through logistics and the layout of the new space, which will include both indoor and outdoor exhibit space and will accommodate exhibitors and sponsors starting with those who already have contracts in place.

Bonnier Events also recently announced a venue change for the Arizona Off-Road Expo, partnering with NASCAR and Phoenix Raceway. That event is scheduled for September 11-12.

More information is available at www.offroadexpo.com.

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.