Drive-in movies, Friday night football and an open bed in the back for hauling around memories. Team Racing And Development (T.R.A.D) off-road crew chief Trad Ronfeldt envisioned an authentic time capsule without sacrificing performance when he designed the WD-40 ’51 Chevrolet 3100 for SEMA Cares.

The WD-40 ’51 Chevrolet 3100 is now ready to work and perform as a modern-day vehicle and will be up for auction by Bring a Trailer in late February.

A true American classic that was recently showcased at the 2021 SEMA Show, the truck includes a V8 Chevrolet 383 Stroker engine that produces 520 hp—a significant upgrade in displacement from the inline six-cylinder 92 hp ’51 engine. 

The ’51 classic is now ready to work and perform as a modern-day vehicle and will be up for auction by Bring a Trailer in late February. All proceeds will directly benefit Childhelp—a SEMA Cares partnering charity for the prevention and treatment of child abuse.

“Taking the time, attention and energy to complete a custom build from the ground up requires equal parts of passion and purpose,” said Zeb Brown of WD-40. “This build was successful due to the efforts of our partner manufacturers who came together for a great cause.”

SEMA members who contributed parts to the build include:

• Currie   
• Dakota Digital  
• Ultra Wheel Company  
• Holley
• Frostbite
• Holley Sniper EFI
• Mock Stock
• Toyo Tire USA Corp.
• Dynamic Motorsports
• Mitek Corp.
• Reeldriveline.com
• MagnaFlow
• DeBon’s Performance

“The vehicle has a bark to rival the iconic attitude of the original Chevy 3100 and the power to back it up,” said Brown. “With the success of this build, there’s no doubt the winner of the SEMA Cares/Childhelp auction will be more than satisfied.”

Auction dates and details on how to place a bid will be announced soon.

To learn about the SEMA Cares mission to make a positive impact beyond the automotive community, visit www.sema.org/sema-cares.

SEMA eNews highlights new products from industry companies when available. To have your product considered for upcoming issues, send product press releases to editors@sema.org.

Hellwig Suspension Products
Rear Sway Bars for ’21 F-150

Hellwig Suspension Products has released two new sway bars for the ’21 Ford F-150.

Hellwig Products sway bars offer improved safety, handling, comfort and overall driver control over factory sway bars made of softer material. These new Ford F-150 rear sway bars use 1-in. diameter, heat-treated 4140 chromoly steel and feature three-hole ends for adjustability. The sway bars have Hellwig Products' signature hammertone finish for maximum durability.

Ford F-150 rear sway bar (PN: 7788) is intended for factory-height Ford F-150s, while the rear sway bar (PN: 7812) is for use on Ford F-150s with 2–4 in. of rear lift. Outside of their differing lengths, the features of these rear sway bars are the same. Each kit comes complete with all mounting hardware necessary for installation, including polyurethane bushings and HD adjustable end links.

www.hellwigproducts.com

Improved Racing
Performance Aluminum Windage Tray for Up to 4-in. Stroke LS Engines

Improved Racing has released a new line of aluminum windage trays for the LS engine that clears up to a 4-in. stroke.

These new windage trays are 100% bolt-on compatible with factory LS family oil pans. No need to grind, modify or add spacers to your windage tray. No more oil starvation issues due to misaligned pickup tubes. Just bolt this on and everything will line up like factory.

Features

• Clears both factory and ARP studs.
• Clears all aftermarket rods and crankshafts up to a 4-in. stroke with no modifications needed.
• Optimized to improve oil scavenging and windage control.
• Hardware for factory studs included.
• Made from aluminum, it weighs less than half as much as the factory windage tray.
• Made in the United States. Lifetime warranty.

www.improvedracing.com
PN EGM-241

Improved Racing
Bolt-on Thermostatic Transmission Fluid Cooler Adapter for GM 6L, 8L and 10L Automatic Transmissions

Improved Racing has launched the first ever bolt-on thermostatic transmission fluid cooler adapter for GM’s 6L, 8L and 10L automatic transmissions.

The adapter’s built-in thermostat automatically bypasses the transmission cooler until the fluid reaches operating temperature. This eliminates rough shifts caused by overcooling the transmission, reduces wear, and improves horsepower and longevity. Transmissions come up to temp quickly and still have all of the cooling capacity needed for high-load activities such as towing or racing.

Features

• Available in two temperature ratings: 140ºF and 160ºF.
• -6AN female O-ring boss ports for connection flexibility; choose any line size and type you want.
• Rebuildable thermostat.
• Made in the United States.
• Lifetime warranty.

www.improvedracing.com
PN TGM-100

Corsa Performance
1.875-in. by 3.0-in. C8 Corvette Headers

The CORSA 1.875-in. by 3.0-in. C8 Corvette headers maximize performance and sound gains without the need for tuning, so once installed, you are ready to hit the street or track.  The 1 7/8-in. primaries are made of quality 304 stainless steel to maximize flow and emphasize the sound. They bolt directly in front of the stock catalytic converter and are emissions legal.  

Each set of CORSA 1.875-in. by 3.0-in. C8 Corvette headers come complete with basalt-based spark plug boot covers for protection against excessive temperatures and extended spark plug life.  

• Connects directly to stock or CORSA hi-flow cats.
• Utilizes stock bolt pattern.
• Mandrel bent 1 7/8-in. primaries.
• Installation gaskets and hardware included.
• Quality 304 stainless-steel construction.
• 3-in. collector with scavenging spike.
• 100% dyno tuned.

www.corsaperformance.com
PN L4000600201

Total Seal
Ndurance Expanded Performance Oil Rings

Total Seal Ndurance Expanded Performance Oil Rings were specifically designed with turbo and high-boost engines in mind. More boost means thicker oil and requires higher oil ring tension to prevent detonation from poor oil control.

To increase the tension on Ndurance Oil Rings, Total Seal incorporates a special gas nitriding steel heat treatment of the expander. This changes the metallurgy, grain structure and color of the steel. The nitride hardening process integrates onto the surface of the expander to form the nitride layer. This allows the portion of metal below the surface layer to maintain a level of malleability that prevents cracking under extreme conditions.

Features

• Increased performance and endurance.
• Zero to minimal distortion.
• Precise dimensional control.
• Improved wear and corrosion resistance.
• Increased fatigue strength.
• Extended life.
• Added abrasive wear resistance.
• Enhanced surface lubricity.

www.totalseal.com

  

 

SEMA News—February 2022

INDUSTRY NEWS

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

’23 Range Rover PHEV

’23 Ford Maverick Rattler

’23 Chevrolet Colorado

We can tell that the four-door, shortbed configuration is on full display. There’s also what appears to be a set of prominent rear fenders along with a set of steelie wheels.

The next-gen Colorado is expected to launch some time in 2022 or 2023, and will use an evolution of the GMT31XX architecture used by the current trucks called 31XX-2.

SEMA News—February 2022

Global Tire Expo New Products

By Douglas McColloch

The Newest Tires for 2022

The Latest Treads and Tire Accessories From the 2021 SEMA Show

One reason why tire sales remain robust could be the fact that the sheer number of tread patterns and available sizes have never been more varied. From knobby off-road treads to ultra-grippy track tires, there’s a tire for just about any road surface, vehicle application, wheel diameter or driving style. What follows here is the roster of tires and related products that were displayed in the New Product Showcase at the 2021 SEMA Show.

Among automotive enthusiasts, few components stir as much discussion and inspire as much brand loyalty as tires. Tires are such a huge and influential segment of the automotive aftermarket—comprising an estimated $4.60 billion in sales last year, according to the latest SEMA Market Report—that they warrant their very own floor (along with their companion wheels) at the Las Vegas Convention Center for the annual SEMA Show.

A210861

Anyline Inc.
Tire DOT Scanning

Anyline tire identification number scanning quickly identifies, collects and digitizes DOT numbers with a mobile device. Simply point the mobile device at the wheel and—with Anyline’s solution integrated in its platform—find out the age, manufacture location and tire specifications.

857-353-6750
www.anyline.com

A210716

ATEQ TPMS Tools LC
VT67: Tablet-Based Complete TPMS and Tire Management Diagnostic Tool

With interactive menus, complete TPMS diagnostic capability and even built-in support, the VT67 completely reimagines the way technicians diagnose and validate TPMS systems. The tool boasts more than 30 features and functions that include a built-in camera to document any vehicle issue.

734-838-6119
www.ateq-tpms.com/en-us
PN: VT67-0000

A210717

ATEQ TPMS Tools LC
VT57: All-in-One TPMS and Tire Management Tool

The all-new VT57 supports an intuitive touchscreen interface, 100% OEM sensor diagnostic coverage, 90% OBD coverage, tire tread-depth capturing, Sync-ID OBD technology, and much more. Constant live sensor updates and the ability to connect to Wi-Fi ensure that the VT57 has the latest coverage available.

734-838-6119
www.ateq-tpms.com/en-us

B210020

Bartec USA LLC
TechRitePro

High-powered functionality at an entry-level price. The TechRitePro also serves as a Rite-Sensor programmer and includes the Bartec exclusive Rite-Sync technology. Included are more OBD-II relearns, Vindicate and Rite-Sync. The TechRitePro is fast, accurate, easy and affordable.

586-685-1300
www.bartecusa.com
PN: WRTTRP100

A210621

Atturo Tire
AZ850 Drag Radial

Atturo’s first drag radial tire, the DOT-compliant AZ850DR is engineered to complement the current Atturo AZ850 as a rear tire on staggered fitments for popular vehicles such as Dodge Challenger, Charger, Ford Mustang and Chevy Camaro. New sizes: 315/40R18, 305/30R19, 285/35R19, 285/30R20, 305/30R20, 315/30R20, 335/30R20, 305/35R20, 315/35R20 and 275/40R20.

224-772-8508
PN:AZ850DR-315-35-R20

B210275

Cerebrum Smart Tire Technologies
Eco Tire Management Solution

Said to be the first commercially available IoT tire management solution for fleets, including reusable tire-mounted sensors, an LTE-enabled telematics gateway, and cloud-based software for analytics. Cerebrum solutions report never-before-seen real-time analytics, including pressure, temperature, tread depth and radial load for any vehicle.

424-272-5262
www.cerebrumsensor.com
PN: CEREBRUMECO

C210015

Cooper Tire
Discoverer Snow Claw

The Discoverer Snow Claw is a studdable truck and SUV tire designed to handle extreme winter conditions. The Snow Claw features Snow-Groove technology, trapping snow and using that trapped snow for greater traction, handling and stopping power. The Snow Claw utilizes a Winter-Grip compound to stay supple and flexible in cold temperatures.

800-854-6288
www.coopertire.com
PN: 9000037668

C210016

Cooper Tire
Discoverer Rugged Trek

The Discoverer Rugged Trek is an all-season on-/off-road truck tire. Its unique rough-terrain pattern, featuring Stone Blockades, keeps rocks and stones out of the tire. The Rugged Trek is built to provide enhanced grip on wet roads and features Whisper Grooves to block the rush of air through the tire, helping eliminate noise on the highway.

800-854-6288
www.coopertire.com
PN: 90000036420

C210302

Greenball
GBC Mongrel SQ

The GBC Mongrel SQ is a bold redesign of the widely popular Mongrel and features square lugs that extend across the tire tread and down to the sidewall, giving it serious speed and braking power even on today’s faster machines. With its closely grouped tread design and bulky lugs, the Mongrel SQ can handle hard terrains and wooded areas with ease.

800-946-9412
www.greenballtires.com
PN: AM143295MGSQ

C210304

Greenball
GBC Parallax

GBCs newest tire, the Parallax features an advanced tread design with deep sipes at the center tread capable of serious flex and grip when exploring off-road. Equipped with broad shoulder lugs for easy cleanout of debris and buildup, keeping the tire in constant contact with road.

800-946-9412
www.greenballtires.com
PN: AE153310PX

C210303

Greenball
GBC Terra Master SQ

The GBC Terra Master SQ is a bold new redesign of the industry-leading Terra Master. Featuring an advanced square-
shoulder design and two distinct tread patterns, users can alternate sides for better traction in either hard or soft to intermediate terrains. The carcass construction has been updated to a lightweight 10-ply-rated nylon construction.

800-946-9412
www.greenballtires.com
PN: AE173510TMSQ

C210213

GRP Equipment
2460 TRF-Deluxe Tire Changer

GRP Equipment’s newest professional tire changer has a powerful 1.6hp motor and is designed with the technician in mind for changing low-profile tires. Its heavyweight chassis and easy-to-use wheel lift make lifting the heaviest tires effortless. The cheetah-style bead blaster makes even the most difficult tire easy to seat.

804-365-7959
www.grpequip.com
PN: 2460 TRF-Deluxe

C210305

Greenball
Kanati Commandant ATX

 

The Kanati Commandant is Greenball’s newest light-truck tire, perfect for a daily driver whether using a light truck or an SUV to commute. Its aggressive tread pattern and bold shoulder lugs were designed to give the truck a boost in appeal while providing traction and increased handling in a variety of terrains and conditions.

800-946-9412
www.greenballtires.com
PN: LCO2035125F

A210798

Kenda Tires
Klever M/T2

The Klever M/T2, Kenda’s second-generation mud-terrain tire, is designed for consumers and enthusiasts desiring maximum traction in the toughest off-road environments. The aggressive design is backed by extreme durability with an optimized tread compound formulated for chip/cut resistance and enhanced grip. Designed for people who cut their own path.

866-536-3287
www.kendatire.com

A211044

JMK Computerized TDIS Inc.
Service/Smart

Smartphone marketing to tether customers to their vehicle service dealers using a QR-coded vehicle window sticker, artificial intelligence, and the customer’s own smartphone.

217-384-889
www.service-smart.net

C210052

Mickey Thompson Tires & Wheels
Pro Bracket Radial

Two new sizes (29.5/10.5R17 and 29.0/11.5R20) fit late-model musclecars with larger-diameter wheels. Tubeless radial construction provides low rolling resistance and consistent performance for bracket racing or high-horsepower applications that require maximum traction. The rollouts are always the same; no need for tire matching.

800-222-9092
www.mickeythompsontires.com
PN: 90000059993

C210053

Mickey Thompson Tires & Wheels
Baja Pro X UTV

This tire features a sticky competition compound for ultimate grip and Pro-Tech construction for extreme flexibility on irregular surfaces. Mud scoops provide cleaning power. Massive Sidebiters with angled shoulder scallops give this tire traction and grip. Available in sizes to fit side-by-side machines. Off-road use only.

800-222-9092
www.mickeythompsontires.com
PN: 90000037611

C210051

Mickey Thompson Tires & Wheels
ET Street Front

 

Unlock the potential for quicker elapsed times with this DOT-approved front skinny. A great complement to the popular ET Street R and ET Street S/S drag radials, this lightweight tire features radial construction and lower rolling resistance. Made for early- and late-model musclecars, hot rods and street rods with 15-, 17- and 18-in. wheels.

800-222-9092
www.mickeythompsontires.com
PN: 90000040481

C210054

Mickey Thompson Tires & Wheels
Baja Boss A/T

Asymmetrical tread design optimized for less noise. Aggressive Sidebiters for bold looks, extreme off-road traction and protection. Silica-reinforced compound for lasting tread life, cut/chip resistance and impressive wet performance. Most sizes are severe-snow-service rated with a 3PMS certification. SUV sizes feature a 60,000-mi. warranty.

800-222-9092
www.mickeythompsontires.com
PN: 90000036845

C210055

Mickey Thompson Tires & Wheels
Baja Legend MTZ

Legendary Mickey Thompson styling with optimized tread geometry to conquer terrain both on- and off-road. Sidebiters for a bold look and off-road traction plus PowerPly three-ply sidewalls for puncture resistance and quick steering response. Silica-reinforced compound for lasting tread life, cut/chip resistance, wet handling and braking performance.

800-222-9092
www.mickeythompsontires.com
PN: 90000057367

C210056

Mickey Thompson Tires & Wheels
Baja Legend EXP

Available in 41 sizes to fit truck, off-road, 4x4 or overland vehicles, featuring a silica tread compound for cut and chip resistance, wet handling and braking performance. Optimized tread design for maximum on- and off-road grip and a smooth, quiet ride. Sidebiters for a bold look and sidewall protection. 50,000-mi. treadwear warranty.

800-222-9092
www.mickeythompsontires.com
PN: 90000067183

B210470

MWM Srl
Riplastic

Riplastic is MWM’s electric stapler, available in 110V or 230V. It is used to heat damaged plastic parts and bond them together with precut 0.7mm staples. It is delivered with 25 square staples, 25 inside corner staples, 25 precut winding staples, and three plastic parts smoothers. More staple shapes can be bought separately.

310-751-6873
www.mwmautomotive.com
PN: 31080

A211047

Rema Tip Top
ID CV—The Smart Solution for Tire Identification

Rema ID CV. Identification for fitted and inflated tires. Rema ID CV (Cold Vulc) offers fleet managers, leasing providers and tire inspectors with an innovative solution that can be retrofitted to fitted and inflated tires. The RFID transponder, which is incorporated into a patch, self-vulcanizes onto the tire.

800-225-7362
www.rematiptop.com
PN: REMA ID CV

A211046

Rema Tip Top
ID SF—The Smart Solution for Tire Identification

Rema ID is the new premium identification solution for the tire management process. Rema ID SF is applied into the unmounted tire. The transponder can easily withstand high temperatures as well as compression, stretching and friction forces. This means that the premium product remains in service from the first to the last day of the tire’s use.

800-225-7362
www.rematiptop.com
PN: REMA ID SF

A210984

Schrader TPMS Solutions
ST-1 TPMS Programming Tool

The ST-1 features exclusive EZ-sensor programming and has an OBDII quick-connect cable. It can measure tire tread depth (additional equipment required). It comes with unique and user-friendly software.

800-288-1804
www.schradertpms.com/en

A211017

Speedsocket/Tirestacks.com
Speedsocket Tool and Anti-Cross-Thread Wheel Nuts

Speedsocket is an impact wheel nut tool for all types of motorsports. Specially designed for fast and reliable wheel changes without ever having to touch the wheel nut. A 19mm Speedsocket uses a 1/2-in. drive with a slim outer diameter measuring only 27.2 mm. That makes it suitable for the majority of alloy racing, off-road alloy and steel rims.

904-495-0314
www.speedsocket.us
PN: SPEEDSOCKET-TRACK-M12-1.25EXT

C210293

Technovector Inc.
7 HD Mobile

 

Said to be the first in the industry machine vision mobile alignment solution for heavy-duty vehicles and the most effective and convenient system on the market. One-of-a-kind wheel aligner for heavy-duty vehicle alignment purposes. Up to four simultaneous axle live readings. Decades of proven technology combined with affordable pricing.

972-922-5755
www.technovector.us
PN: Y7204HTMC

C210292

Technovector Inc.
SmartLight 8

Said to be the most advanced and up-to-date technology based on new wheel alignment measurement principles. The system measures the desired parameters of wheel alignment angles using computer (machine) vision. Four measuring towers for contactless alignment/lift configuration. Full alignment check and complete adjustment process.

972-922-5755
www.technovector.us
PN: SmartLight 8

C210290

Technovector Inc.
Velox 2

Said to be the most advanced and up-to-date technology based on new wheel alignment measurement principles. The system measures the parameters of wheel alignment angles using computer (machine) vision. Contactless technology for an express alignment inspection. Automatic and accurate readings in seconds. Two-column system for tire-wearing angle inspection.

972-922-5755
www.technovector.us
PN: Velox 2

B210273

Tire Stickers
DigiWall Tire Lettering

DigiWall technology enables photo-quality limitless tire sidewall customization with long-term durability. Customers can now achieve more creative tire lettering designs, including multiple colors and intricate patterns. DigiWall technology is available exclusively from Tire Stickers on any pre-lettered tire and DIY kit orders.

424-272-0321
www.tirestickers.com
PN: DIGIWALL

B210119

Tire Service International LLC (TSI)
Viper VP 18 AL Gen 3.0

New and improved third-generation Viper VP 18 AL bead seater. Two adjustable handles, covered air gauge, fill valve, pop-off valve. Pushbutton discharge, making release of air effortless. A 2-in. Jet Barrel for faster release of air. Unmatched in ferocity, unrivaled in efficiency—the VP 18 AL Gen 3 Viper is slithering its way into a nearby tire shop.

602-437-5020
www.buytsi.com
PN: VP 18 AL GEN 3

B210051

TRAC—Tire Rotation Assistance Cart/Tire Jack
Tire Jack

The TRAC tire jack is a leverage tool designed to lift the wheel/tire to and from a vehicle. Simply put the tip of the tool under the tire tread and use leverage lift to slide the wheel onto the hub of the vehicle. The tool is designed to save the technician’s back, reducing workplace injuries. Use the TRAC tire jack and not the technician’s back.

720-231-1839
www.liftwithtrac.com
PN: tracktirejack1

B210229

TruStack Tire Dolly
Smart Tire Stacker

 

The smartest way to stack tires. Protects floors, customers and property. Patented safety-strap system secures the tires, reducing liability exposure from potential injury and property damage. Elevated design protects flooring from tire stains, facilitates easier cleaning. Premium commercial-duty products for tire professionals.

800-448-1876
www.chariotconcepts.com
PN: STS30

B210638

Venom Power & Predator Tires
New Mutant X-AT

The Predator New Mutant X-AT is an all-terrain tire that has a lot of bite without the loud bark. It’s an aggressive all-
terrain tire that features a unique X-block pattern in the middle of the tread that is designed to be quiet and comfortable on paved roads, making it perfect to use on daily commuter trucks or SUVs.

www.predatortires.com

B210639

Venom Power & Predator Tires
New Mutant X-MT

 

Conquer the toughest terrain with the Predator New Mutant X-MT. The X-block pattern along the middle of the tread is designed to tackle rugged terrain with ease and deliver smooth, uncompromised performance on the highway.

www.predatortires.com

 

SEMA News—February 2022

INDUSTRY NEWS

T Sportline, the Los Angeles-based manufacturer of parts and accessories for Tesla vehicles owned by Kian Capital, announced Brian Reese as its new CEO. Prior to this appointment, Reese served as the president and CEO of the Driven Lighting Group/The Retrofit Source (2020–2021) and as the president and CEO of Race Winning Brands (2017–2019). He also worked as the vice president of product for Craftsman and DieHard. Reese currently serves on the SEMA Board of Directors, IMI Board of Directors and LAND Board of Advisors.

Wilwood Engineering announced that Mark Cornwell was appointed vice president of new business development and specialty markets. Cornwell comes to Wilwood after 14 years at StopTech High-Performance Brake Systems where he worked as vice president of sales and marketing. Prior to StopTech, as the president of Sparco, Cornwell was responsible for growing the company’s motorsports racing apparel and accessory product categories. Before his tenure at Sparco, Cornwell was the first USA factory salesperson for Brembo North America.

Power Automedia announced that Scott Parker was promoted to chief operating officer. In his new role, he will be responsible for ongoing operations of Power Automedia, including working with the leaders of the publishing and Alloy Studios divisions. Parker will work hand-in-hand with Power Automedia CEO James Lawrence to continue driving Power Automedia forward. Parker has a strong leadership background in content production that includes both print publications and digital
media formats. Parker has also earned a Telly Award for his role as an executive producer on the latest season of “$10K Drag Shootout” for “Horsepower Wars.”

BorgWarner appointed Sara Greenstein to its board of directors. Greenstein was the president, CEO and a board member of Lydall, a global manufacturer of value-added engineered materials and specialty filtration solutions. Greenstein previously served as senior vice president of United States Steel Corp., where she managed the company’s $4 billion consumer solutions business unit.

Lucas Oil Products announced the addition of Heather Cameron as its new general counsel. In her role with the company, Cameron will advise executive management and the business teams on a variety of different matters. She will provide advice on current and future products, business processes, and legal and regulatory compliance. She will also develop and maintain corporate policies and procedures.

ETS Racing Fuels announced Kyle Moose as its North American race fuel manager. Moose has 15 years of experience in the motorsports industry, with seven years dedicated to racing fuels. He served stints with off-road racing’s Varner Motorsports, followed by off-road motorcycle manufacturer Hinson Clutch Components. After that, he joined VP Racing Fuels as the West Coast race fuel manager before joining Amber Resources’ petroleum distribution company.

ZF Aftermarket named Ben Smart its new vice president of the aftermarket for region North America (United States, Canada, Mexico, Central America and Caribbean). Smart has more than 15 years of experience in sales and marketing managerial roles across the financial, business and commerce sectors. He has been with ZF Group since 2015, and TRW Automotive prior to ZF acquisition. Most recently, Smart was the head of business unit independent aftermarket, where he was responsible for driving the overall growth and strategy for the business segment in North America.

Race Winning Brands was acquired by MiddleGround Capital, an operationally focused private equity firm. Race Winning Brands consists of a 12-brand portfolio of high-performance aftermarket product categories, including JE Pistons, Wiseco Performance Products, K1 Technologies, Diamond Pistons, Trend Performance, Rekluse Motor Sports, MGP Connecting Rods, ProX Racing Parts, Dart Machinery, CV4, Manley Performance and Victory 1 Performance. MiddleGround Capital founding partners John Stewart and Scot Duncan have experience with enthusiast-based products in the automotive aftermarket, having both worked with Holley Performance Products in 2012.

Lubrication Specialties Inc. (LSI) announced the addition of James Palasota as the company’s chief operating officer. Palasota has a record of developing startups into global brands, conceptualizing strategic direction and developing the internal processes to ensure integration at all levels of operations, nationally and internationally. As vice president of sales and marketing for Sottera Inc., he secured strategic partnerships in retail channels with multiple Fortune 500 companies, growing sales to $4 million, and was responsible for rolling out a global sales strategy.

DuraGo announced the appointment of Sam Rusenovich to the position of vice president of sales. Rusenovich will oversee DuraGo sales efforts for the North American aftermarket and will have regular involvement with distributors, automotive groups and manufacturer representatives across the country. Rusenovich brings more than 15 years of experience, most recently overseeing the national sales team for the traditional and commercial vehicle market segments of Brake Parts Inc./Raybestos.

Old World Industries (OWI) announced two new additions to its leadership team. Andy Rusie will serve as CFO alongside recently hired Warren Marrow, who joined OWI as COO. As CFO at OWI, Rusie brings a wealth of financial experience, having previously served as CFO for Whole Earth Brands since 2019, where he helped take the company public via a special purpose acquisition company and completed two strategic acquisitions. Prior to joining Whole Earth Brands, Rusie served as vice president of corporate finance and strategy at Mauser Packaging Solutions.

E.C.D. Automotive Design retained the services of race car engineer and consultant Cody Ragone to refine the drivability and overall performance of the company’s restored classic Defenders and Range Rovers. A specialist in grand tourer sports cars and touring car racing, Ragone has a storied pedigree with luxury racecar brands such as Audi Sport, Porsche, Lamborghini and more. He has experience in both the factory and customer racing fields and collaborated with more than 40 different teams with 17 different cars in eight different series.

SEMA News—February 2022

INDUSTRY NEWS

Report: Specialty-Equipment Industry Remains Strong Despite Disruptions

The latest “SEMA State of the Industry Report 2021” describes an automotive aftermarket that remains resilient despite considerable headwinds.

Despite ongoing disruptions in the economy, 70% of automotive specialty-equipment manufacturers report sales growth over the past year, according to the new “SEMA State of the Industry Report 2021.”

Supply-chain disruptions are affecting the automotive sector, and new-vehicle production is expected to be 7.7 million units lower in 2021 than in 2020. However, most businesses are maintaining a positive outlook, with more than 80% expecting their sales to be stable or growing over the coming year.

Key findings include:

• Delays in shipping and the ongoing microchip shortage have left automakers unable to keep up with consumer demand, pushing the average price of a new vehicle to an unprecedented $45,000 in September 2021.
• Sales in the pickup, sports car, SUV and classic vehicle segments continue to be strong, with many businesses once again seeing double-digit sales growth this year.
• Supply-chain disruptions are starting to create uncertainty. In the spring of 2021, 70% of specialty-equipment manufacturers and 75% of distributors expected their sales to grow over the coming year, but those percentages have fallen to 58% and 52%, respectively.

For more on the state of the U.S. automotive specialty-equipment market, download the “SEMA State of the Industry Report 2021” for free today at www.sema.org/research.

Legendary Racer Bob Bondurant Passes Away

Bob Bondurant, who passed away last November at age 88, founded a driving school that has taught the principles of performance driving to more than half a million students.

Legendary American race-car driver and racing instructor Bob Bondurant passed away on November 12, 2021, at his home in Paradise Valley, Arizona, at 88.

Bondurant was introduced to racing by his father, John Roper Bondurant, at the age of 8. He began his racing career piloting flat-track vehicles as a teenager. At 23, he began racing in Morgan Plus Fours before moving on to Corvettes and later the legendary Shelby Daytona Coupe, in which he won the World Sportscar Championship’s 24 Hours of Le Mans with Dan Gurney in 1964. Bondurant also raced in Formula 1 for Ferrari before moving to Can-Am with Peter Revson in the Lola T70 Mark II.

Following a 1967 crash, Bondurant retired from racing and the following year opened the Bob Bondurant School of High Performance Driving. Originally located in Orange County, California, the school later relocated to Arizona. The school has taught the copyrighted “Bondurant Method” to more than 500,000 students, including actor Paul Newman, who began his own racing career at the Bondurant school. Sold to a group of investors in 2018, it continues teaching aspiring racers as the Radford Driving School.

SEMA News—February 2022

LEGISLATIVE AND TECHNICAL AFFAIRS

Law & Order

By Stuart Gosswein

FEDERAL UPDATE

Steel and Aluminum Tariffs: The United States and the European Union (EU) have agreed to end a three-year dispute over steel and aluminum tariffs. Effective January 1, 2022, the United States no longer imposed 25% tariffs on steel (sheets, bars, tubes, etc.) and 10% on aluminum and is instead using a quota system for those imports from EU countries. The agreement will also apply to derivative products made in the EU and subject to the tariffs, such as steel bumper stampings. The Trump administration imposed the metal tariffs in 2018 under Section 232 of U.S. trade law, citing that dependence on foreign sources posed a national security threat. Argentina, Australia, Brazil and South Korea were excluded based on quotas, and Canada and Mexico were eventually excluded based on the United States–Mexico–Canada Agreement. Although the tariffs have been imposed worldwide, a primary issue to be addressed is global over-production of the metals, especially by China.

RPM Act: The Recognizing the Protection of Motorsports Act (RPM Act; H.R. 3281 and
S. 2736) clarifies that it is legal under the Clean Air Act to make emissions-related changes to convert a street vehicle into a dedicated race car. If enacted into law, it will also confirm that it is legal to produce, market and install racing equipment. SEMA’s efforts to pass the RPM Act are backed by unprecedented grassroots support in the 2021–2022 session of Congress, as enthusiasts and industry have sent more than 1.5 million letters in support of the bill to members of Congress, leading to a rapid expansion of co-sponsors. H.R. 3281 has 112 co-sponsors (88 Republicans and 25 Democrats), and S. 2736 has 22 co-sponsors (15 Republicans and seven Democrats). The letters that enthusiasts and businesses have sent in support of the RPM Act through www.saveourracecars.com are being noticed on Capitol Hill and continue to make a difference, but there’s more that you can do to pass the RPM Act:

• Sign a letter to your lawmakers on company letterhead. Email erics@sema.org for a template and for more information.
• Post about the RPM Act on your company’s social-media accounts using the digital assets toolkit: https://sites.sema.org/rpmtools.
• Become a member of SEMA and learn more about SEMA’s Political Action Committee (SEMA PAC) at www.semapac.com. SEMA PAC allows SEMA members to support the lawmakers who stand up for the industry in Washington.

Infrastructure Bill Signed Into Law: In early November, President Biden signed the bipartisan “Infrastructure Investment and Jobs Act” (IIJA) into law. The IIJA represents a historic investment in infrastructure after similar efforts failed in previous years. The law will help address deteriorating roads, bridges, tunnels and ports that have been neglected across the country and have contributed to supply chain bottlenecks in recent months.

The IIJA provides $550 billion in new funding over five years for all modes of transportation, water, power and energy, public lands, and broadband. Highlights include:

• $110 billion to repair highways, bridges, and roads
• $39 billion to expand and modernize public transit systems
• $7.5 billion for electric vehicle charging infrastructure
• $65 billion to update and expand the power grid
• $66 billion to improve passenger and freight rail service
• $15.6 billion for the Highway Safety Improvement Program
• $42 billion in new spending for ports and airports
• $47 billion in infrastructure upgrades to address climate change and cyberattacks
• $65 billion for broadband infrastructure and development

The law also directs the National Highway Traffic Safety Administration to issue several rules to promote vehicle safety for new vehicles. These include mandating that all new vehicles have monitoring systems to detect drunk drivers as early as 2026; rear-seat reminders to alert parents if a child is left in the back seat as early as 2025; and automatic emergency braking and lane departure warnings, although no date was set for this rule. Most automakers joined a voluntary agreement under the Obama administration to install automatic emergency braking equipment on a majority of their models by September 2022.

Employee Retention Tax Credit: A provision in the recently signed IIJA eliminated the Employee Retention Tax Credit (ERTC) for the fourth quarter of 2021, moving the deadline for eligible wages up to September 30 from December 31. The ERTC was a COVID-19 economic-relief program that was enacted in 2020 and expanded in 2021, offering a refundable tax credit of 70% of up to $10,000 in wages per quarter paid by an eligible employer in 2021 to encourage businesses impacted by COVID-19 to keep employees on their payroll. This means the 2021 tax credit was potentially $21,000 per employee ($7,000 for each quarter). Companies with 500 or fewer employees can file a 2021 claim if they have experienced a 20% or more decline of gross receipts in a quarter compared to the same quarter in 2019. Employers claim the ERTC by withholding payroll taxes for qualified employee wages.

STATE UPDATE

New York—Exhaust Noise: New York Governor Kathy Hochul signed into law a bill that allows law enforcement to issue larger fines for motorists operating vehicles that have had their mufflers and catalytic converters removed. SEMA was successful in advocating for several amendments to the original proposal, including the removal of provisions that would have limited motor vehicles to 60 dB of exhaust noise, mandated a fixed $1,000 fine for violations, and equipped police cars with sound meters to enforce the law.

SEMA News—February 2022

EVENTS

SEMA Launch Pad 2021

Part 2: The Winners

By Douglas McColloch

Launch Pad’s five finalists prepare to make their final presentation at the 2021 SEMA Show. Left to right: Tom Sawarynski, Off-Road Research; Kevin Robinson, TRAC LLC; Dustin Woolf, Woolf Pack Racing; Brendan McGrath, Dyme Performance Systems LLC; Jonathan Hurley, Toolbox Widget.

SEMA Launch Pad started in 2013 as a partnership between SEMA Education and the Young Executives Network (YEN). The goal was to promote entrepreneurship in the automotive aftermarket by giving innovators and builders under age 40 a chance to showcase their products before a panel of judges at the SEMA Show. For 2021, the age limit was removed to make it easier for more participants to qualify, and the amount of cash prizes and other considerations were increased, with more participants than ever featured in SEMA’s publications and social-media channels.

The ninth annual SEMA Launch Pad competition included a record-high number of applications. From those, 15 semifinalists were chosen by a panel of industry experts. After each competitor completed a one-minute “lightning round” presentation, 10 were chosen to advance to the next round. We reviewed the semifinals last month, and for this issue, we highlight the top five finalists who were chosen to pitch their business ideas at the 2021 SEMA Show and compete for a top prize worth nearly $100,000. Videos of all the preliminary rounds are now available for viewing at SEMA’s YouTube page, and the finals will be broadcast at a date and time to be determined.

Launch Pad’s quartet of judges pauses for a discussion. Pictured from left: Myles Kovacs, TIS Wheels; Alex Parker, Redline Detection; Chip Foose, Chip Foose Design; and Jared Hare, Addictive Desert Designs.

The panel of judges for Launch Pad 2021 comprised a quartet of industry leaders with decades of experience. They included legendary automotive designer and builder Chip Foose; Jared Hare, president and founder of Addictive Desert Designs; Myles Kovacs, co-founder of DUB Publishing and president of TIS Wheels; and Alex Parker, executive vice president and CMO of Redline Detection.

Available to business owners, executives and entrepreneurs who are launching new automotive products, Launch Pad supports innovators and encourages future industry growth. This year’s finalists pitched products to improve vehicle safety, convenience and the overall driving experience.

Competitors and Products

The rules for Launch Pad are basic: The competition is open only to legal residents of the United States and the District of Columbia aged 18 years or older (residents of Alabama and Nebraska must be 19 or older), and they must have valid email addresses. Applicants need not be SEMA members, but the presenter must be the business’ owner, its leading executive (i.e., president, CEO, CFO, COO) or vice president. The business must offer a product or service that is a functioning prototype, a functioning concept, or a production model currently for sale.

The five finalists who competed in SEMA Launch Pad 2021 were:

Jonathan Hurley, owner, Toolbox Widget

Product: ToolBox Widget is a series of modular tool organizers that allow a mechanic to connect as many tool organizers together as needed, making them customizable to the mechanic.

Quote: “Being a combat veteran and an entrepreneur go hand in hand. A good way to explain it is that my end goal is to have Toolbox Widget in the majority of toolboxes worldwide. That’s my mission, and I’ve got that military mindset to do whatever it takes to accomplish that mission.”

Brendan McGrath, CEO, Dyme Performance Systems Inc.

Product: Rattlesnake Toolkit is a multi-use toolkit that can measure the exact length and angle of a custom hose assembly down to the millimeter, significantly reducing time and cost.

Quote: “The judges gave us a lot of good information, and they validated my ideas. Now they’re going to come back to us with more difficult questions, but I’m equipped to answer anything about my business, and I’m looking forward to the opportunity.”

Dustin Woolf, owner, Woolf Pack Racing

Product: Natural Nitrous is a standalone refrigerated system for the air induction of an engine. It lowers the temperature of the air charge and dehumidifies the moisture, which increases horsepower because there are dense oxygen atoms in the cylinder. It also lowers emissions because of the complete burn of the fuel.

Quote: “I got into HVAC—refrigeration in particular—and I thought if I had a way to get refrigeration in the air induction, that would be coolest thing ever. Once I put the system on a car, it was phenomenal. And then, after testing on the dyno—the numbers are there.”

Kevin Robinson, president, TRAC LLC

Product: The TRAC (Tire Rotation Assistance Cart) is a tool designed to simply lift and remove a wheel from a vehicle during service. The tool is designed to reduce workplace injuries while increasing productivity.

Quote: “I drew up this product four and a half years ago on a napkin and was just looking at it in the [SEMA Central] hallway, so I knew this was going to work out well.”

Tom Sawarynski, owner, Off-Road Research

Product: Smart Cap Module allows any aftermarket shock absorber with a bridge or remote-mounted reservoir to broadcast damper position to an external module or modules.

Quote: “What I like about this industry is that everybody has the mentality of doing cool things for cool people. That’s the kind of mentality that I gravitate toward, and I think that winning SEMA Launch Pad would force us to move farther and faster.”

Presentations and Judging

The finals were held in two stages. The first stage, which took place at SEMA Central on Thursday, November 4, gave the five finalists one more opportunity to sway the judgers. From there, three winners would be announced: a third-place finisher, who would receive $5,000, and the naming of the top two finalists, who would make final presentations later that day at the annual SEMA Industry Awards Banquet for the chance to win up to $100,000 in cash and prizes.

Comedian Adam Ferrara acted as the event’s presenter and emcee.

“Going into the finals, these guys have to polish their pitches,” Kovacs said of the final five. “They have to bring numbers. We haven’t gotten into the business side yet, so for the finals, these guys have to make us understand their business model and the opportunities and pitfalls they anticipate.”

“When you get to this level, having a great personality and a great story is awesome,” Jared Hare added, “but what it boils down to is that you need to have a SEMA-level product showcase.”

Dustin Woolf (right) reacts to being named the winner of Launch Pad 2021 as runner-up Tom Sawarynski (left) and emcee Adam Ferrara (second right) look on.

The five finalists gathered at SEMA Central in front of hundreds of spectators and media members. Once again, they were given a 1-min. pitch followed by an exhaustive Q&A from the judges, who queried them on their business and marketing strategies, manufacturing and distribution plans, and other topics. After a 90-min. marathon, Brendan McGrath was awarded third place, while Dustin Woolf and Tom Sawarynski were named the top two finishers.

Later in the day, in front of 2,500 industry professionals assembled at the SEMA Industry Awards Banquet, Dustin Woolf of Woolf Pack Racing was chosen the 2021 Launch Pad champion for his Natural Nitrous induction system. For his efforts, Woolf collected cash and prizes valued at $100,000.

During SEMA Show week, all 15 semifinalists and finalists had the opportunity to showcase their products at their own dedicated booths at the Launch Pad Corral.

Summing up the experience, fellow finalist Jonathan Hurley said, “Launch Pad is an amazing opportunity because it gives the new businesses, the startups and the entrepreneurs a chance to show their businesses and be in the spotlight. In any other industry, you’re kind of drowned out by the big companies. This gives the small businessman a chance to stand out.”

Entries for Launch Pad 2022 are set to open in March. For more information about the competition, visit the SEMA Launch Pad website.

 

SEMA News—February 2022

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.

K1 Technologies

Toyota 2JZ 142MM Connecting Rod Set

Manufactured with optimized strength and weight characteristics in mind to deliver reliable performance. Forged from 4340 steel, K1 rods feature a shot-peened surface finish that smooths surface blends and reduces potential stress profiles. Each rod is also subject to bore tolerance compliance, holding them to +/- .0001 after finishing. Fitted with ARP 2000 rod bolts rated at 200,000-psi tensile strength for most applications, K1 connecting rods are said to deliver an industry-leading combination of strength and value.

Information: www.k1technologies.com

PN: 041DJ17142

ZRoadZ

’19–’21 Jeep Gladiator Access Overland Rack

A truck bed accessory mounting system engineered with bed access doors designed for lighter, larger accessories that are more efficiently stored in a way that does not take up valuable bed space and can be easily moved out of the way. Spare fluid containers, traction pads or any items weighing up to 30 lbs. can be mounted and lifted out of the way on the aluminum door frames. Hybrid heavy-gauge steel and aluminum construction.

Information: https://zroadz.com/

PN: Z834211

Supreme Suspensions

’11–’20 Chevrolet Silverado 2500HD/3500HD 4WD Eight-Lug, 1–3-In. Front, 1-In. Rear Pro Lift Kit With Shock Extenders

Lift kits are engineered to accurately lift and level a truck for a truly customized ride. Each front and rear lift component is CNC machined for precision and accuracy. Each then receives the company’s special coating—protecting against rust and corrosion. Supreme Suspensions says that with this lift’s high strength and durability, it will never compress or warp even under the most extensive load.

Information: www.supremesuspensions.com

PN: CHSL11FK3010A

  

 

SEMA News—February 2022

REQUIRED READING

By Juan Torres

The Industry Goes Electric

One of the biggest recent trends in the automotive industry was prevalent at the 2021 SEMA Show: the rise of custom electric vehicles (EVs). More builders than ever before have embraced going electric to create completely custom vehicles that incorporate electric drivetrains. Never before has the industry seen so many battery packs and motors replacing gas engines in old-school rides, hot rods, slammed trucks, and sports cars.

“We saw electric vehicles and electrified vehicles in every hall at the SEMA Show,” said Tom Gattuso, SEMA vice president of events. “Our industry is on the cutting edge of technology.”

The following are some of the publications that reported on the SEMA Show exhibitors and builders who demonstrated that the EV market is a growing segment for the aftermarket.

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