SEMA News— February 2022

EVENTS

On the Road Again With PRI

The Crew Visited Both Grassroots and Storied Racing Organizations Across the Nation in 2021 to Help Them Reconnect With the Industry

By Chad Simon

For the 2021 Road Tour, PRI purchased a black Mercedes-Benz Sprinter van, which the crew used to travel across the country and visit various race tracks.

Since you can’t come to the show, we’re going to bring the show to you. That was the theme for the inaugural Performance Racing Industry (PRI) Road Tour held October–December 2020 when the organization summoned members of its creative department to travel to 100 race-parts manufacturers across the country and document their stories in the midst of a global pandemic.

The tour was a rapid response to the changing market when PRI was forced to cancel its 2020 trade show due to nationwide COVID-19 restrictions, according to Dr. Jamie Meyer, PRI president.

Well, the organization followed up on the first tour’s success and created a sequel last year: PRI Road Tour 2.0.

There were 21 stops on the 2021 tour, and because it will likely continue for at least a couple more years, PRI purchased a black Mercedes-Benz Sprinter van, adorned it with the PRI Road Tour logo, and zig-zagged more than 11,500 mi. across the country, visiting some of the nation’s most illustrious race tracks along the way. The team started in mid-June at the Pikes Peak International Hill Climb in Colorado Springs, Colorado, and didn’t finish the tour until December 9 at the PRI Trade Show in Indianapolis. When all was said and done, the PRI crew had travelled six months straight, with extended stays lasting up to a week at a time.

The prior year, they drove from Indianapolis to Chicago to Michigan through Ohio, West Virginia, North Carolina, South Carolina, down to Atlanta, up to Memphis and over to Texas, seeing up to four manufacturers in a single day. They went home for Thanksgiving for three days, then headed back out to California to meet with Edelbrock as that company was leaving its old building in Torrance and moving to Memphis. The tour wrapped up in December at PRI headquarters in Aliso Viejo, California.

We spoke with some of PRI’s gracious hosts over the past two years to get their take on what the Road Tour meant to them, including Buzze Racing in Mooresville, North Carolina; Callies Performance Products in Fostoria, Ohio; ISP Seats in Concord, North Carolina; Northwestern Ohio Tractor Pullers Inc. in Bowling Green, Ohio; and Pikes Peak.

Initial Planning

Callies Performance Products, based in Fostoria, Ohio, hoped that by participating in the PRI Road Tour, people would begin to understand the process of what goes in to making a crankshaft.

From the initial team meeting back in 2020 to renting a van and developing a tentative schedule took about 10 days. PRI considered holding an online event similar to SEMA360 but felt that the racing industry was much more of a “touchy-feely-type” organization where attendees wanted to see more details than could be achieved through a virtual meeting. PRI’s trade show team—anchored by PRI Trade Show Director Karin Davidson—mapped out the tour, contacted exhibitors and put the plan together.

“We had a memorable team meeting where we talked about what our constituents wanted and what the race industry needed and how we could help all these people,” Meyer said. “Collectively, the PRI team came up with the concept of taking the show on the road and helping the exhibitors and racers tell their stories. We did what we’ve done for 30-plus years, which was to bring the racing industry together.”

PRI’s creative team interviewed at least two people at each stop and turned their stories into mini documentaries, which they posted on their social-media channels. Some manufacturers weren’t initially interested and didn’t want to invite traveling strangers into their facilities because of the pandemic. However, as some of the earlier videos from the tour began to rack up online views, others started reaching out to PRI, wanting to one-up some of the stories they had seen. Instead of having a 10-min. conversation in an exhibit booth with a manufacturer, PRI was spending four hours getting to know them and capturing them on camera making their products.

“We took our creative team right to our exhibitors’ manufacturing facilities and race tracks and let them tell their stories as if they were on the floor of the PRI Trade Show,” Meyer said. “Some of our companies have been with us for 35 years now—we call them charter members—and they were excited because no one had come out to see them before or asked them how they got started, what their breakthrough product was and what they thought of the PRI Trade Show. That’s what motivated us to go out there and help them. The content was amazing for the industry.”

Who’s Onboard

The core of the PRI Road Tour consisted of the van driver, Toby Hafer; Michelle Gallegos, PRI Road Tour operations manager; and a creative team led by Justin Cesler of Driveline Studios, which included photographers and cinematographers Andrew Link, Bryan Lambert and Ryan Walker. The crew members were transported to their locations safely and on time, fed three meals a day, and had a bed to sleep in every night. That allowed them to focus solely on their work and deliver the best content possible. At times, Tom Deery, PRI motorsports outreach ambassador and former track promoter, joined the tour and secured the credentials they needed. On a typical day, everyone was in the van by 8:00 a.m., then they’d go scout the venue.

“The Road Tour is a gift that keeps on giving,” Gallegos said. “We showed up at a time when nobody was showing up for anybody and nobody was producing content. Everyone was just trying to get by the best they could, and we rolled in, captured their stories on video, uploaded them to our social-media channels, promoted them, and gave them the content for free.”

PRI Road Tour 1.0

Pikes Peak was the first stop on the 2021 PRI Road Tour. In 2020, Pikes Peak amplified its livestream to create an off-mountain experience for its fans and spectators, since they were not able to attend due to COVID-19.

Buzze Racing in Moorseville, North Carolina, was a destination on the inaugural tour. Co-owner Tom Buzze said that he was thankful that PRI reached out to him and asked if the crew could stop by his facility after the trade show had been cancelled.

“We go to Indianapolis every year to meet with our customers, and it was awesome that they came to us since COVID restrictions wouldn’t allow them to have a show,” Buzze said. “We were given a chance to stay in touch with our customers. We always meet new people at the show, and we were still able to achieve that.”

The creative team came in, instructed Buzze and his guys to work as they normally would, and PRI just blended in as if they weren’t even there.

“Then they [PRI] shared the video online, and everything you saw was real,” Buzze said. “That’s how we are and how we work; we’re a family business. We had so many current and new customers call saying they saw the video and thought it was great. We got about 90,000 views, which just blew my mind.”

Those who didn’t know what Buzze Racing was previously had an opportunity to see firsthand how it operated.

“A lot of them race the way we run our business,” he said. “We’re family and friends. My son and I also race, so we’re not just in it for the business; we race because we love the sport.”

The following week, after having visited a handful of other local companies, the Road Tour crew packed up its gear and headed 30 min. south to Concord, where the team met Ziggy and Kim Zeggert, co-owners of ISP Seats. The Zeggerts had heard about the tour, so Kim emailed PRI and invited the Road Tour over. Even though ISP Seats is a small shop, the PRI Trade Show is where the business could get in front of existing customers to reaffirm relationships, and also new customers who wouldn’t know what they do. Unfortunately, the tour schedule had already been set by that time, but Ziggy received a call from PRI later informing him that there was a cancellation the following week and asking if the crew could swing by.

“I’m a ‘what-you-see-is-what-you-get’ kind of guy,” Ziggy said. “My shop is a working shop. We’re a small group of guys, and PRI saw the real thing—the nuts and the bolts of what we do.”

When COVID-19 plunged the world into lockdown in 2020, the race tracks and series shut down for the season. Drag racing was the only thing that kept ISP Seats afloat because, being televised, they didn’t need a fan base.

“We were going gangbusters up until March 2020,” Ziggy said. “It’s been a challenge, but it also gave us a chance to think outside the box about other ways to do business.”

Following the release of the video, the Zeggerts said people came in and told them they’d seen it online, which helped ISP Seats connect with the public at a time in this world of COVID-19.

“PRI has such a larger digital footprint than we have, and the fact that we could get anything of ours into that larger digital market honestly probably saved our business from closing,” Kim said. “We rely on every customer and repeat customer, and to be able to partner with PRI and use its larger platform helped us immensely. We’re still seeing returns from it in ways we don’t even know.”

ISP Seats tries to present a professionalism and realism unlike anywhere else, and PRI was able to convey those qualities to its audience, according to Ziggy.

“I do what I do, and I try to provide a product that conveys and expresses safety for everyone who does business with us,” he said. “If you’re in the seat and racing business to become a millionaire, then get out. That’s not what you’re there for. You’re there to provide safety, encouragement and direction. Everything else happens because it happens. The PRI platform allows guys like us to be able to do just that.”

PRI Road Tour 2.0

The National Tractor Pulling Association (NTPA), located in Bowling Green, Ohio, hosts the largest truck and tractor pull in the country. Similar to the engines that power Top Alcohol Funny Car runs, this 10,000hp 557ci Hemi blown alcohol engine features Ken Veney cylinder heads with BAE blocks and SSI superchargers.

After visiting with manufacturers in 2020, PRI decided to tour the nation’s race tracks in 2021 as the racing industry was in the process of reemerging from the COVID-19 lockdown. Consumers had bought race parts and worked on their cars, and they didn’t hesitate when they could finally go racing.

“Folks had a lot of energy to get out there with their community, so we wanted to be there to capture some of the best racing,” Meyer said. “We covered a lot of different types of racing, including dirt track, drag racing—from the high end with NHRA down to grassroots with NMCA and Street Car Takeover—Gridlife, carting, and culminating on December 9 when the van pulled into the PRI Trade Show in Indianapolis. It was great to see the diversity of motorsports, meet new people and get feedback about what the industry needed.”

Last year’s tour kicked off June 21–27 with the Pikes Peak International Hill Climb, which is holding its 100th running this year.

“PRI approached us fairly close to the start of the Road Tour and told us they wanted Pikes Peak to be the first stop,” said Lisa Haight, event coordinator and historian. “They were here for about five days, and they drove the whole process of getting content. Our goal was to give them a great race and media experience, get them access to competitors, and help them logistically. They were easy to work with because they knew what they wanted and we just facilitated.”

Last August, the crew made a pitstop at Callies—a manufacturer of engine components—on the way to the National Tractor Pulling Championships in Bowling Green, Ohio. Callies wanted to provide an inside glimpse at how it machined parts.

“Our hope was to get the message out to people that this is what goes into making a crankshaft,” said Brook Piper, Callies sales manager. “It’s not as simple as just buying one machining center, flipping a switch and spitting a crank out the other end.”

According to Piper, Callies has been affiliated with PRI for so long that the company signed up to be a founding member. The bond between the two has only grown stronger as a result of the quality time they spent together on the tour.

“We’ve been a part of PRI since the beginning,” Piper said. “Everything they did—the filming, communications—they knocked it out of the park. They went by us the first year, so we told them we wanted to be a part of the tour in 2021. We went with them to Bowling Green for the National Tractor Pull and spent the whole day together. If the opportunity gets presented to any other company, I would highly advise it.”

PRI actually contacted the Northwestern Ohio Tractor Pullers Inc.’s sanctioning body—the National Tractor Pulling Association (NTPA)—and told that group that PRI wanted to feature the association’s sport. The NTPA replied that the tour needed to go to Bowling Green, which hosted the largest truck and tractor pull in the country, attracting 80,000 spectators over the course of the weekend. That’s where the PRI Road Tour crew met Dave Schultz, Northwestern Ohio Tractor Pullers Inc. secretary/media director.

“It was neat to have Dr. Meyer there to address our crowd,” Schultz said. “He gave a quick reflection about what PRI does. He told me that he’d never seen a crowd as passionate for motorsports, and it made me feel good. We already knew this, but to watch the initial reaction of someone who had never been there was amazing.”

The tractors compete in various classes on a 320-ft.-long track based on how far they’re able to pull metal sleds weighted with up to 55,000 lbs. and is laser-
measured for distance down to 1/100,000th of an inch. Schultz said that he received positive feedback from people who saw the video PRI shot and uploaded to its social channels, and that the association couldn’t wait for next year’s event. He believes that being part of the Road Tour will help bring in new fans.

RPM Act

Along the way, PRI discovered a common concern among many of the manufacturers and race track operators with whom the tour met. At PFI Speed in Fort Lupton, Colorado, owner Brent Leivestad had recently received a sizable fine from the U.S. Environmental Protection Agency (EPA).

“We had a chance to talk with him, and he told us his story, which we shared on our YouTube channel,” Meyer said. “It was the most watched piece we had ever put up, with 400,000 views [as of press time]. This EPA overreach that is driving the RPM [Recognizing the Protection of Motorsports] Act is what SEMA has been working on for five or six years now. That advocacy is what I’ve heard loud and clear, and that is what drives me to help this industry and make sure we can keep racing in America for many more decades.”

Callies also expressed concern about EPA overreach and wanted to spread the word about the RPM Act.

“We’re more hardcore internal engine parts guys, so if there’s no racing, there’s not going to be a need for our product,” Piper said. “It’s important for everyone to get behind the RPM Act. I’m not sure if the racers really understand how critical this is.”

The National Tractor Pulling Championships represent a major economic impact to Northwest Ohio of more than $37 million per year for the three-day event. Last year was the 54th running, and Schultz fears that tractor pulling will cease to exist if the EPA gets its way.

“We want to continue putting the championships on every year,” he said. “If the EPA outlaws motorsports, we’re not going to be able to do that. This is a huge passion for our 225 members, and if they take this away from us, it’s not going to be good. I truly love the sport of truck and tractor pulling, and knowing that PRI is in our corner fighting for us to keep having this event is very important.”

When the pandemic started to spread across the United States in 2020, PRI called race tracks to find out how they could help them open.

“As I was having conversations with the racetrack operators, they all knew about the RPM Act, but they didn’t understand how it was affecting the industry,” Gallegos said. “They started talking about how the EPA was going to kill all these track operators if we didn’t stop them. When we visited some of the manufacturers, they told us that they no longer made certain products because they didn’t want to be fined by the EPA. This was our opportunity to use this tour to reconnect with the racers. Races were happening, we knew people were showing up in droves, and we needed to get out there and better protect, serve, promote and grow the industry.”

In addition to gaining awareness by hitting the grandstands, pits, lanes and midways with RPM Act information, PRI’s other goal for the tour last year was to remind racers that there would be a show in December and to sign them up.

“We learned that a lot of people were affected in certain ways and were concerned about the racing industry, but we also learned that racers are racers, and they’re showing us how to get back out there and get the show going again,” Gallegos said. “They inspired me, and I learned a lot because they’re racing and they’re passionate about it. Their resilience and the way they’ve bounced back gives me so much hope for the industry. The racing community is becoming more tightly knit and supportive of each other.”

Safety Protocols

The PRI Road Tour 2.0 crew (left to right): Toby Hafer, van driver; Justin Cesler, Driveline Studios; Tom Deery, PRI motorsports outreach ambassador and former track promoter; Michelle Gallegos, PRI Road Tour operations manager; Andrew Link, photographer; Bryant Lambert, cinematographer; and Ryan Walker, cinematographer.

During the first Road Tour in 2020, when the pandemic was raging and there was no vaccine, strict protocols had to be followed, and each stop was different. Some folks were open, and some had restrictive health requirements. There was a temperature and wellness check every morning before anyone could even step inside the van.

“We were ready to end the tour if someone got sick on the van, but everyone was conscious of their health and, more importantly, the people they were visiting,” Meyer said. “Thankfully, no one got sick on either tour, but because we were at race tracks last year, we were more concerned with mechanical injury with cars and people moving around. We ensured that our photographers and cinematographers were conscious of the dangers involved in being at a racetrack.”

The COVID-19 shutdowns in 2020 drastically impacted races across the world, and Pikes Peak was no exception. According to Daniel Rodriguez, director of operations, 2020 was the first year in the race’s history that the organizers weren’t able to have fans on the mountain. Trying to overcome all the hurdles of keeping their competitors and everyone who was permitted to be there as safe as possible without the fan aspect was an enormous challenge.

“We beefed up our livestream for the first time—which we continued last year and will again this year—to create that off-mountain experience for our fans and spectators, since they were not able to be there in person,” Rodriguez said. “There were local, state and federal guidelines that we needed to get approval for and follow, and it was logistically a nightmare.”

Growing an Audience

The Road Tour has enabled PRI to broaden its audience. It reached upward of 100 million unique people through Road Tour 2.0 on its various social channels. The YouTube channel has seen significant growth. The team experimented with Tik Tok and found a large audience of female race fans that they’d never identified before.

“We are expanding the strategy of who we’re talking to and who we’re reaching—not just hardcore longtime race fans, but also people who are just starting to fall in love with motorsports in the United States,” Meyer said. “For me, that’s quite a development,”

As an industry outlet with a finger on the pulse of the motorsports industry for the past 35 years, PRI can help racers and manufacturers reach millions of people through the stories it tells.

“When PRI puts content out, people expect it to be great, and they pay attention to it because they’re the top tier in the racing world,” Haight said. “Everyone is so excited to be at Pikes Peak; it’s a bucket list event for so many.”

Future Plans

PRI has Board support to continue the tour for another two years at least and plans to expand its opportunities by pitching Netflix the idea to turn the PRI Road Tour into a series.

The team invites feedback regarding the next topic of focus. According to Meyer, they’re weighing two concepts: one where they would spend a couple of days with the greatest engine builders in motorsports and learn the secrets of how they assemble their engines, and the other is “in search of speed,” where the team would be at the race track with some of the fastest cars in the world.

“We’ll probably see some variants of those two concepts, but I’d love for our audience to tell us where we should point the camera next,” Meyer said.

Through the Road Tour, PRI has inspired and been inspired. According to Gallegos, the team never would have thought to go see tractors pulling 40,000 pounds down a dirt track, but it was one of the biggest events they witnessed. Everyone was friendly and welcoming and treated the PRI crew like royalty.

“We want to keep getting into those markets where people have never heard of us or don’t know that they need to be at the PRI Trade Show and capture the markets that we haven’t necessarily captured before,” Gallegos said. “The real opportunity is when we’re live with these people and they can see our excitement for our show. The tours keep evolving, so we have to continue to get the message out there, build the brand and support the community.”

For more information and to view photos and videos from the PRI Road Tour, visit www.performanceracing.com/roadtour.

For information about the PRI Membership program and how to sign up,
visit www.performanceracing.com/membership.

2021 PRI Road Tour Schedule

June 21–27
Pikes Peak International Hill Climb
olorado Springs, Colorado

July 14
Dirt Car Summer Nationals
Indianapolis, Indiana

July 15
IMS Museum
Speedway, Indiana

July 16–17
Kings Royal
Rossburg, Ohio

July 21
Berlin Raceway
Marne, Michigan

July 22
Rally North America
Gingerman, Michigan

July 23–25
NMCA/NMRA
Martin, Michigan

August 19–21
National Tractor Pulling Championships
Bowling Green, Ohio

September 3–5
Crandon World Championships
Crandon, Wisconsin

September 9–12
Gridlife
South Haven, Michigan

September 13–17
Hot Rod Drag Week
Five Cities, Five Days

September 17–18
Street Car Takeover
St. Louis, Missouri

October 7–10
Super Dirt Week
Oswego, New York

October 15
Magic 8/No Mercy 12
Valdosta, Georgia

October 22–23
Indy Autonomous Challenge
Indianapolis, Indiana

October 29–31
Dodge/SRT NHRA Nationals
Las Vegas, Nevada

November 2–5
SEMA Show
Las Vegas, Nevada

December 9–11
PRI Trade Show
Indianapolis, Indiana

2021 PRI Road Tour by the Numbers

Tour Dates: June 21–December 11

Visit Statistics:

• 174 tour days in all.
• 21 tour stops completed.
• Approximately 11,500 miles travelled.
• 10 states visited: Colorado, Georgia, Illinois, Indiana, Michigan, Missouri, Nevada, New York, Ohio and Wisconsin.

Social Media Metrics
(June 2021–November 2021)

• More than 80.6 million impressions on PRI’s social-media channels since the start of the Road Tour.
• More than 54.1 million unique people reached.
• More than 2.5 million video views since the start of the Road Tour, with 692,000 video views on YouTube and another 1.9 million on TikTok.
• More than 1.7 million engagements.

Sources

Buzze Racing
1018 Gateway Dr., Ste. C
Mooresville, NC 28115
704-664-8907
www.buzzeracing.com

Callies Performance Products
901 South Union St.
Fostoria, OH 44830
419-435-2711
www.callies.com

ISP Seats
4502 Raceway Dr. SW
Concord, NC 28027
www.ispseats.com

Northwestern Ohio Tractor Pullers Inc.
1150 Haskins Rd.
Bowling Green, OH 43402
419-354-1434
www.pulltown.com

Pikes Peak International Hill Climb
1631 Mesa Ave., Ste. E
Colorado Springs, CO 80906
www.ppihc.com

Performance Racing Industry (PRI)
27081 Aliso Creek Rd., Ste. 150
Aliso Viejo, CA 92656
949-499-5413
www.performanceracing.com

SEMA News— February 2022

BUSINESS

Tire and Wheel Trends

Can Sales Keep Rolling as the World Enters a “New Normal”?

By Mike Imlay

Increasing regulation, rapidly changing consumer purchasing habits and other market forces stand to impact independent tire retailers the most. Broadening accessory offerings, staying ahead of trends and adopting the latest tools and training will be more vital than ever. Photo courtesy: Shutterstock.com

Traditionally, wheels and tires are among the first upgrades that vehicle owners make to their cars or trucks. In fact, SEMA Market Research has identified them as “gateway drugs” to further vehicle modification, making them key products driving consumer engagement with the aftermarket.

According to the “2021 SEMA Market Report,” the market size for performance and special-purpose tires, off-road and oversize tires and custom wheels grew to $2.64 billion, $2 billion and $1.45 billion, respectively, through 2020. While those numbers imply that the wheel and tire category stayed largely buoyant through the pandemic, some market observers caution that challenging undercurrents may lay ahead—especially for the tire industry.

The Tire Market: Grappling With Uncertainties

A recently released “Insider’s Guide to the Tire Industry in 2021” report from Tire Industry Research (TIR) painted a picture of a global tire market in post-pandemic recovery but “still facing multiple crises.”

“Those largely relate to upstream forces such as transport logistics, materials availability and currency exchange rates,” TIR said in its analysis. “Energy costs, raw materials costs and logistics costs are rising fast. There are shortages of truck drivers in many parts of the world. Some tire factories—especially in the first quarter—have had to close or go on short-time working due to shortages of raw materials. Currently, high absentee rates have started to limit output.”

While not characterizing the situation as a crisis, Jackson Marketing Group Director of Business Development Todd Steen, who chairs SEMA’s Wheel & Tire Council, agreed that the industry is confronting materials challenges and inflationary
pressures.

“A lot of people forget that tires are oil-based products and utilize steel at multiple levels, from the bead to the actual radial,” he explained. “Those two components alone—much less getting into natural rubber or the other type of oils that go into building tires—mean that from a supply-chain standpoint, some manufacturers have seen as many as four price increases over the past 12 months.”

SEMA market research indicates that specialty wheels and tires were continuing an upward trend going into the pandemic. According to industry sources, stimulus checks, growing savings and increased recreational travel also spurred many consumers to upgrade their wheels and tires during last year’s lockdowns.

Tire Industry Association (TIA) Senior Vice President of Training Kevin Rohlwing noted that manufacturing interruptions coupled with a sudden rebound in consumer demand have put additional pressures on markets.

“When the tire manufacturers shut down their plants because of COVID, tire inventories went down,” Rohlwing observed. “Then the return to work and the ‘new
normal’ came faster than expected, so you’re in a situation right now where there are some backlogs. Tires aren’t something that you can just build on demand. It’s not one-size-fits-all manufacturing.”

Rohlwing also underscored the global nature of tire manufacturing. Sourcing raw materials from Southeast Asia, South America and Europe puts multiple constraints even on U.S.-based tire makers. Then there’s also the labor shortage and related costs
to consider.

“From the manufacturing side of things, it’s probably going to be a little while before we get out [of this situation],” he said. “I’ve heard some people say it could be a year or even two before they get caught up, and if they can’t solve all these other problems, it’s even harder to get caught up.”

According to Joe Podlovits, vice president of marketing and product development for The Wheel Group, political and financial instabilities in source countries have further roiled the tire market. But the greatest challenge for tire makers has been simply moving inventory through U.S. ports.

“Although we’ve got a lot of tires, a good chunk of them is sitting off the coast like many other tire companies that import,” he said. “I think once that settles down in the beginning or middle part of next year, we’ll be in a better inventory position on tires.”

According to Steen, another trend to watch in the coming year will be the increasing number of companies and equity groups consolidating house brands to gain capital or leverage buying power.

“There’s a demand to grow,” he explained. “I truly believe that you’re just going to continue seeing mergers and acquisitions happening as those demands keep going so the growth can be there.”

Changing Buying Habits

Despite mergers, acquisitions and a high degree of manufacturer competition, the wheel space still allows innovative entrepreneurs to carve a niche for themselves. At the 2021 SEMA Show, Litespeed Racing CEO Patrick Warren proudly accepted a Best New Product award for his company’s Carbon One carbon-fiber wheel.

Meanwhile, as manufacturers wrestle with global challenges, retailers will be facing many of their own here at home.

“The buying habits of the tire industry are antiquated because tire sizes are kind of a mystery to some people,” Steen said. “Even if we can increase sales growth, it’s still a small percentage in comparison to what the market is, because if somebody orders a tire, they still have to get it mounted somewhere. The hurdle is connecting the dots between the buying experience and ease of understanding what they’re buying, getting the wheels and tires mounted, and enjoying
the product.”

Podlovits sees that phenomenon playing out in the growth of online purchasing, which offers consumers a greater sense of convenience.

“In my opinion, COVID really accelerated that, and I think that the industry would agree it has taught people a new way to buy,” he observed. “They’ve become very comfortable with the idea of buying online. I think there’s also that Amazon men-
tality of ‘I want my products and I want them today.’”

Jared Kugel, founder and CEO of Tire Agent, is among the growing number of entrepreneurs who have entered that online retail space. His company offers consumers major-brand tires at a savings and then ships those tires within two to four business days directly to their homes or to an installer of their choice. In addition, the company recently began partnering with local tire shops and technicians to create a nationwide network of mobile installers.

“Tires are a big purchase for people, and I think that’s why online has picked up some momentum, especially over the past three years,” Kugel said. “People like to take their time to do research and then purchase what they feel fits their lifestyle.”

Tire Agent includes protection plans and flexible payment options for consumers as well as expert training for its service people, but Kugel doesn’t foresee his business model rendering traditional retail outlets obsolete.

“I think brick-and-mortar will always have a dominant space,” he explained. “Mobile is supplementary, but it’s not a replacement. Brick-and-mortar will always have a place because people will always need it, whether they want to get oil changes or they want to get wheel alignments or mechanical work.”

Nevertheless, Rohlwing sees current supply-chain issues as well as the growth of direct-to-consumer sales and a rising tide of government regulation putting a squeeze on tire retailers. He cites California’s move to mandate low-rolling-resistance replacement tires as a prime example. That alone will have devastating effects on the small dealers while severely limiting consumer options, he said.

“Big-box retailers and the multi-chain national retailers and the warehouse clubs will gain a distinct price advantage over small dealers,” he explained, adding that modernizing operations, broadening products and services, and taking advantage of ongoing training will become more important than ever to remaining competitive.

Meanwhile, on the technology side, industry sources expect further improvements in tire-pressure monitoring systems and continued evolution toward “intelligent tires” that can track wear and other tire metrics. As electric vehicles become more ubiquitous, tire design and compounds will undoubtedly morph to match their unique grip and low-rolling-resistance requirements as well. In fact, Steen foresees a future where tires and wheels become integrated, consumable units.

As for more immediate market trends, with OEMs upping their small-truck lineups, larger-diameter wheels and tires are a sure bet, along with the lifting, accessorizing and suspension work that goes with them. Meanwhile, the popularity of overlanding is driving a market for suitable upgrades for CUVs and Sprinter vans as well, and recent stimulus checks have ensured that consumers have cash in hand for vehicle improvements.

“I’m definitely seeing people buy more Tier 1 and Tier 2 [product] than I’ve ever seen,” Kugel observed. “I think what’s interesting is with more people buying vehicles today, they’re taking a lot more pride in their vehicles.”

The Wheel Market: Ready to Roll?

Throughout 2020 and 2021, both off-roading and overlanding surged in popularity, raising demand for trail- and road-capable wheels and tires for trucks, Jeeps, SUVs, and even some CUV and van applications.

Although facing its own supply-chain issues, the wheel market appears relatively stable compared with the tire segment. In fact, like many aftermarket categories, wheels seem to have gotten a boost from pandemic-weary consumers seeking escape from their isolation.

“There was this sweeping movement of people getting back outdoors,” Podlovits said. “That’s probably been one of the most enjoyable things to watch: families getting together, buying products, going out, camping—even people who just hadn’t done that before. There’s been that itch to vacation.”

Reflecting this trend, Podlovits said that The Wheel Group has seen increased demand for its low-pressure cast wheels in 15- and 17-in. diameters.

“That indicates more of what we would consider outdoors, overland or adventure-type builds,” he explained. “We’re seeing a huge increase in SUV applications—namely Subaru. I would even include Sprinter vans, where you’ve got these off-road and overland-style builds, and I don’t see that backing down in the near future.”

However, wheel purchasers can also expect some price hikes in the coming year, market conditions being what they are.

“I think the immediate concern, obviously, is that we’ve been plagued with supply-chain issues—namely freight costs,” Podlovits said. “Along with that has come some recent shortages with electricity in factories. They’re throttling power in a lot of the factories overseas, which has really been a challenge to get your production prioritized and factories to stay on schedule. It increases costs locally in the Asian countries that are producing, and that’s going to increase raw material costs.”

Dan Lezotte, vice president of Custom Wheel Solutions, a private-label wheel manufacturer, said that his company has recently shifted some production to South America to lessen the impact of tariffs, electricity issues and rising commodity prices.

“Globally, it’s been a crazy mess,” he said. “To stay as far ahead of things as possible, we’ve been encouraging our customers to put orders in earlier, knowing that lead times will be longer. But the hardest part has been managing capacities and aluminum prices. And then with logistics, the price of containers has gone through the roof.”

Lezotte said that Custom Wheel Solutions has also partnered with customers to absorb cost hikes.

“The larger customers completely understand. They’re not happy, but they understand and they need product,” he explained. “They don’t want to be without inventory. We’ve [also] tried to find other avenues to deliver the product with higher volumes, more containers, direct containers, but it’s been very challenging because the costs are high everywhere.”

In the end, Lezotte said that price hikes might dampen end-consumer sales.

“But I think the direct-to-customer companies are going to be more flexible and will be able to either absorb or manage their prices and not have to deal with step-up jobbers, brokers, distributors and warehouses,” he added.

Finding an Edge

Wheel manufacturing has become more and more competitive over the past decade. However, smaller wheel makers are still finding niches of opportunity, even amid the chaos wreaked by the recent pandemic. Take the example of Litespeed Racing, whose carbon-fiber Carbon One wheel won the Best New Wheel Product award at the recent 2021 SEMA Show.

“We all know that when you modify a car, you modify a wheel, which makes it a very competitive market to be in,” said Litespeed Racing CEO Patrick Warren. “There’s a lot of marketing money being put out there and a lot of wheels being sold solely based on brand awareness. It’s been a great thing for us to win the New Product Award, because Litespeed Racing is a smaller company that really focuses on the product but doesn’t have as much financing for big marketing compared to the other really big names in the wheel industry.”

Warren said that his company is committed to bringing innovations in carbon fiber and forged-magnesium to the performance wheel market. However, carbon-fiber wheels were proving a difficult sell until recently.

“There were a lot of stories about carbon fiber shattering or whatever, but you’ve seen a number of OEMs come out with their full carbon-fiber wheels over these past few years,” Warren explained. “Now it’s proven, customers trust it, and that ties in to us releasing our full carbon-fiber wheels to the aftermarket. The aftermarket is seeing that if the OEMs are doing this, it must be safe.”

Warren hopes to show that Litespeed’s forged magnesium wheels offer similar technological gains in safety and weight savings. The company’s target audience is high-end sports car owners and restomodders who have made engine swaps.

“The people who buy our wheels are people who really care about performance,” he said.

Richard Pinela, owner and CEO of LD97 Forged, had barely begun making a name for his bespoke wheel business when the COVID-19 pandemic hit. Still, he said, the lockdowns and stimulus checks of the past year ironically kept his venture busy.

“The pandemic actually helped in our branding the company,” he said. “The biggest thing for me is social media right now, because I go online and I answer every customer and I talk to them.”

He added that his customer base appreciates the personal attention.

“They’re like, ‘I can’t believe I’m talking to the owner and not just a number on a paper,’” he said.

CAD software, access to manufacturing and a creative eye have allowed Pinela to deliver highly customized wheels to high-end consumers.

“I came from the cast-wheel world, so honestly it was new to me when I started this,” he said. “It’s pretty fun, because going from cast wheels to 3-D, I can do almost anything now. The crazy thing is that the biggest things I do are Lamborghinis, GT-Rs, Ferraris and Dodges. I think the whole world underestimates the Dodge guys, but they’re the ones who pay without any questions, and they’re the guys who are working the front lines—the heart, you know, the blue-collar guys who were doing everything during the pandemic.”

After being swamped with orders throughout 2020 and early 2021, Pinela also felt the sudden squeeze as manufacturing and supply chains ground to a near halt. However, his customers remain patient with order delays—something Pinela attributes to his honest and personal approach to business.

Industry experts believe that backed-up supply chains will continue to afflict the tire industry—and to a lesser degree the wheel market—throughout 2022. The question is how much soaring costs of materials, production, shipping, warehousing and labor will ultimately impact retailers and end consumers. Photo courtesy: Shutterstock.com

“When I started this company, I said that I’m not going to lie—I’m always going to say the truth. If we’re delayed, we’re delayed,” he said, adding that his customers are very loyal.

Meanwhile, Podlovits said that the wheel market can expect to see further innovations and manufacturing refinements in the coming years, especially in the area of flow-forming, which he believes will become the predominant production style for mid- and larger-size wheels. But the real challenge will be in the retail space, where brick-and-mortar shops will have to become more nimble to keep up with the changing consumer landscape.

“If you’re a traditional wheel and tire shop, you’ve got to look at easy bolt-on accessories for installations,” he advised. “Customers are doing more to their vehicles quicker than ever today, so if a customer is buying a wheel and tire package—and bumper, truck-rack and storage solutions—they want that done in one place and one trip. If a shop is not offering that, they’re going to lose a customer to a competitor.”

Staying on top of wheel and tire trends, technologies and new products will be just as vital.

“Customers have that information at their fingertips today and are very aware of what’s new and what’s coming out,” Podlovits explained. “If a dealer is not aware of what customers are seeing and asking for, they’re going to be left behind.”

SEMA News— February 2022

EVENTS

Global Tire Expo 2021

TIA Celebrates its Centennial at the 2021 SEMA Show

By Douglas McColloch

The Tire Industry Association (TIA) consists of more than 13,000 members representing more than 40 countries worldwide. More than 90 companies were represented at the Global Tire Expo during the 2019 SEMA Show.

Global Tire Expo—Powered by TIA—was created in 1997 as a result of a merger of the International Tire Expo and the SEMA Show. Since then, it has grown into one of the world’s largest tire expositions under the direction of the Tire Industry Association (TIA). At the 2021 SEMA Show, the Expo hosted an annual membership meeting and honors luncheon, a trio of educational workshops, a press conference and a reception to celebrate its 100th anniversary.

TIA began its Show week at the Cosmopolitan of Las Vegas, where it hosted a cocktail reception and gala that honored the association’s 100-year history. The keynote address was delivered by Rocky Bleier, former NFL champion running back and decorated Vietnam veteran, with event sponsorships provided by Goodyear and Bridgestone. Prior to that, the association held its annual membership meeting, which also featured the installation of a new TIA board president. January 1, Dick Gust assumed the helm from Dr. Roy Littlefield, who retired after 18 years at the top spot.

TIA Senior Vice President of Training Kevin Rohlwing led the TIA press conference with a discussion of the organization’s latest educational and training initiatives for 2022.

TIA is a nonprofit organization, and its mission is to promote tire safety through education and training, to act as the tire industry’s principal advocate in legislative affairs, and to represent the industry at public and industry events such as the SEMA Show. TIA offers training and certification courses in automotive, commercial, earthmover and farm tire service, and more than 150,000 technicians have completed TIA coursework.

While the COVID-19 pandemic may have roiled some sectors of the aftermarket, it failed to hamper TIA’s core mission.

TIA incoming CEO Dick Gust expressed his gratitude to Roy Littlefield, outgoing CEO, for his contributions to the industry. Gust also outlined the organization’s vision going forward.

“The pandemic didn’t make tires any safer from a technician’s standpoint,” said Kevin Rohlwing, senior vice president of training. “The hazards of servicing tires are still present, even in a pandemic, so our mission hasn’t changed. All of our programs, such as our online university, have been running throughout the year, even in a pandemic.”

As tire technology changes, the training requirements of technicians likewise change, and TIA’s educational programs have continued to evolve.

“We didn’t stop updating our programs,” Rohlwing noted. “The industry is changing, and our training programs need to evolve with those changes.”

Global Tire Expo hosts numerous hands-on technical demonstrations throughout the week of the SEMA Show, such as this one at the Hunter Engineering booth.

One of the changes TIA adopted in response to the pandemic was a new emphasis on producing outdoor training videos for use when indoor educational sessions weren’t possible due to COVID quarantine and distancing protocols. For 2022, Rohlwing announced, all videos produced under the auspices of the TIA Online University would also include closed captioning.

“Some of our board members have deaf and hard-of-hearing employees, and closed captioning makes learning much more effective for them,” Rohlwing said. “It costs us more money and it takes more time, but the board felt that it was worth the added expense.”

Additionally, TIA has scheduled updates for its Certified Commercial Tire Service program and for it Earth Mover Tire Service programs in 2022.

“We’re going to keep these programs current and relevant,” Rohlwing said.

Also for 2022, TIA announced a new partnership with Mohr Retail, a retail training and consulting firm, to launch a new educational initiative on the subject of management training.

“We don’t have the staff to support something like this, so we’ve partnered with Mohr on a program we piloted last year,” Rohlwing said. “It was a retail training program teaching managers to be better leaders. It also taught about conflict resolution and how to better motivate people.”

The response to the program was positive, Rohlwing noted, “so we came up with a weekly program that’s more aimed to the commercial side of the business. The response we’ve gotten has been fantastic. We’re excited about the future prospects of it, and it’s something that our members have been asking for.”

The rapid growth of the off-road and overlanding markets has created opportunities for manufacturers with products specifically designed for those sectors. Big, aggressive treads were everywhere to be found at the 2021 Global Tire Expo, such as this example at the Atturo Tires booth.

An additional training program aimed at area or regional managers is in the works as well.

CEO Gust also offered his thoughts about the direction of the organization moving forward.

“My plan is to build on the great foundation that has been placed by Roy Littlefield and the rest of the TIA leadership team,” he said. “We’ve developed the most outstanding training program in the country, and it’s all because our members are concerned about safety.”

SEMA News— February 2022

PEOPLE

Sara Morosan

SEMA Person of the Year

By Mike Imlay

A tireless industry volunteer, Morosan accepted SEMA Person of the Year honors at the 2021 SEMA Industry Awards Banquet.

The return of the SEMA Show to Las Vegas this past November was historic in so many ways. One of the week’s high points was the renewed gathering of 2,500 industry professionals at the in-person SEMA Industry Awards Banquet on Thursday evening, November 4. The event featured award presentations for SEMA Manufacturer of the Year, Warehouse Distributor of the Year, Gen-III Innovator of the Year, and accolades for the 2021 inductees to the SEMA Hall of Fame. But the capstone to the annual ceremony is always the SEMA Person of the Year Award, and for 2021, that honor went to Sara Morosan of LGE-CTS Motorsports.

The Person of the Year Award is one of the association’s most prestigious recognitions. Beyond any personal or professional achievements, the award celebrates an individual who embodies service and dedication to the automotive specialty-equipment industry for the benefit of SEMA-member companies and the entire aftermarket.

“SEMA is proud to recognize Sara Morosan as our 2021 Person of the Year,” said SEMA President and CEO Chris Kersting. “The goal of our association is to ensure that all our businesses succeed and prosper, and Sara’s spirit of volunteerism on behalf of SEMA and the industry is truly exceptional. Sara’s service on several SEMA councils and initiatives, including SEMA Cares, has touched so many people, businesses and industry sectors. She exemplifies the passion and leadership that SEMA stands for.”

During a post-banquet interview, Morosan was still trying to take it all in.

“Person of the Year,” she said with disbelief. “When I first started volunteering and going to the banquets, I would see that person up there and think to myself, ‘I want to be that person; I want to be Person of the Year; I want to be in the Hall of Fame.’ I put it on my vision board, not because I wanted the award, but because I wanted to be like the people making an impact in our industry.”

Morosan’s industry roots run deep.

“I’m second generation in our family business,” she explained. “My mom and dad [Gerry and Louie Morosan] started the company in 1982 after my dad got laid off from a Ford dealership. They were worried. They were already building cars and doing stuff on the side, so at that point my mom said, ‘Let’s just start our own company.’ In 1992 they moved [the business] to San Dimas to the building we used to be at. And in 1996, I came aboard.”

Today Morosan co-owns LGE-CTS with her sister Theresa Contreras. The business encompasses custom builds, sales of off-road and overlanding products, and the manufacturing of bumpers, roof racks and other off-road products under the Baja Forged brand. Their award-winning project vehicles have been showcased at the SEMA Show, the Los Angeles and New York Auto Shows, and even at New York Fashion Week.

Morosan loves building vehicles that enable customers to take the road less traveled, explore magnificent landscapes, and access historic places that few ever get
to see.

Morosan organized the first TORA council trail run at Moab. She is a frequent instructor for such events, and enjoys introducing newcomers to off-roading—not to mention helping them bring their dream vehicles to life.

“My family has always been into off-roading, and it’s been a huge part of our life. Honestly, it’s what grew my passion,” she said, recounting childhood experiences filled with Jeeping, quads and dirt bikes. She still marvels at the sights she has been privileged to see, from forgotten ghost towns and mines to unspoiled deserts and mountains and star-filled night skies.

“We get a lot of people into our shop saying off-roading is something they’ve always wanted to do, but they’ve never had a purpose-built vehicle,” she said. “Now they’re finally able to do it, and we’re able to help their dream come true. I think sometimes we take for granted that we all have these lifted trucks, but for some, it’s pushing outside their comfort zone to actually go off-roading.”

Morosan takes additional pride in encouraging beginners, especially women. She has assisted with instruction at many trail rides and local all-girl Jeep clubs.

An avid off-roader, Morosan can often be found with her Jeep Wrangler rig at Moab, Utah, and other trail destinations.

“It’s amazing to see how many women come out and say, ‘I just went through a divorce’ or ‘I just beat cancer, and this is something I want to do on my own,’” she explained. “They never thought they could do it, and now they are. They just needed someone to say, ‘Hey, I’m right here next to you.’”

Morosan can identify because her development into a SEMA volunteer and leader involved similar self-discovery. Like many, she first knew SEMA only for its trade show, but then she learned of the association’s many councils, programs and initiatives designed to help members grow both personally and in their businesses.

“I discovered that there’s a whole other SEMA world out there that makes an impact,” she said. “SEMA works with so many different things that are going on in the industry. I was intrigued to find out more.”

After working with SEMA Cares, the association’s charity program, with different WD-40 vehicle builds for auction (some designed by Chip Foose), Morosan got involved first with the Truck & Accessory Alliance (now the Truck & Off-Road Alliance or TORA) and then the SEMA Businesswomen’s Network (SBN). She has served several terms on the select committee for both councils and was just named SBN chair-elect.

Known as a ready volunteer for every sort of project, she has also served on multiple SEMA task forces and helped helm SEMA Cares. Additionally, she has hosted an SBN Facebook Live Chat with her sister Theresa; presented several SEMA Education videos; and is a popular go-to interviewee for industry-related podcasts. When not representing SEMA per se, she regularly organizes and takes part in trail cleanups at Johnson Valley, California.

Morosan and off-road racer Tom Wayes take a break from filming an ICON product spot with Kahn Media. Morosan avidly supports other SEMA-member companies.

“I always tell people that without being a SEMA volunteer, I would never have left our little storefront on our street,” she said. “But once I started volunteering and meeting other volunteers, it helped me grow personally because I never went to college or did other things. I’ve had the same job since I was 16.”

Having found a fulfilling career, Morosan is equally passionate about sharing it with others—especially young people and women. She’s active with technical learning centers such as the Alex Xydias Center for Automotive Arts in Pomona, California.

“My sister Theresa also has a 501(c)(3) called Real Deal, which is changing the perception of skilled trades and women’s roles in them,” she added. “I want people to understand that these jobs are real and matter. They make an impact and a difference, and you can have a good career in the automotive industry.”

Ultimately, Morosan believes deeper involvement in SEMA energizes both the industry and the volunteer.

“Maybe you’re new to the industry and you don’t really know what path you want yet,” she said. “Or maybe you do know your path but you haven’t gotten there. Volunteering is great because you’re going to meet tons of people who can guide you—and having other people in the industry as friends and mentors is huge.”

Along those lines, Morosan expressed appreciation to numerous people in the industry, starting with “everyone with whom I’ve had the pleasure of volunteering with and sitting with on a council or task force. My fellow SEMA Cares committee members have all been some of my biggest supporters and friends, including Rich Barsamian, Melanie White, Kathryn Reinhardt and Jenna Jefferies. Then there are also my other business partners from OLAF Events, Rory Connell and Jeremy Headlee.”

Morosan also thanked the SEMA staff—especially SEMA Vice President of OEM and Product Development Programs Mike Spagnola at the SEMA Garage, who first encouraged her to become a SEMA volunteer and who has been a mentor and friend for more than a decade.

A second-generation business owner, Morosan manages the LGE-CTS shop in Upland, California.

Most of all, Morosan is grateful to her mother, father, sister and brother-in-law Jason Contreras, along with her grandparents, who taught her the importance of giving back.

“They are the ones who allowed me to follow my passion for the industry and SEMA,” she said.

Asked to sum up her feelings when her name was announced at the SEMA Industry Awards Banquet, Morosan recalled the experience as “super emotional.”

“When I was walking up [to the stage], I was thanking God because, obviously, I can’t do anything without my faith, and that’s huge for me,” she reflected. “When I finally [got on stage] and looked out into the audience, I realized how many of the people who were standing, clapping and cheering were friends or had made huge impacts on my life. I realized that God put every single one of those people in my life for a reason. It was very emotional to see them all standing up for me when I’ve been such a huge cheerleader for them.”

SEMA News— February 2022

EVENTS

AutoMobility 2021

New EVs Dominate the 2021 Los Angeles Auto Show

By Douglas McColloch

Now officially known as AutoMobility, the L.A. show still uses the same general format as a conventional auto show but with a much greater emphasis on the latest cutting-edge developments in electrification, autonomy, vehicle sharing and connectivity.

In the world of international auto expositions, the L.A. Auto Show was considered for many years as something of a red-headed stepchild—neglected, maligned and often ignored. That was due in part to the Show’s timing. For years, it was held during the week between Christmas and New Year’s Day, a time of year when many in the automotive industry are on vacation and only two weeks before the annual North American International Auto Show in Detroit. Industry perceptions began to change in 2006, when the Show moved its dates to late November, and again in 2013, when the Show hosted the Connected Car Expo, a special exhibit of the latest advances in alternative propulsion systems and autonomous technology.

Now officially known as AutoMobility, the L.A. show still uses the same general format as a conventional auto show but with a much greater emphasis on the latest cutting-edge developments in electrification, autonomy, vehicle sharing and connectivity.

Cancelled in 2020 due to COVID-19, AutoMobility returned to the Los Angeles Convention Center last November with a variety of new-vehicle unveilings—nearly all of them showcasing electric and other alternative powertrains. Here are some of the vehicles that made their debuts in L.A. last November.

Subaru Solterra

Subarus have become a common sight at the SEMA Show in recent years, particularly in the overlanding/lifestyle travel arena, and we imagine we’ll be seeing examples of Subaru’s first-ever EV at future Shows.

A joint venture with Toyota, which provided the battery and powertrain, the five-passenger Solterra utilizes two electric motors to provide power to Subaru’s symmetrical X-Mode all-wheel drive system, which controls throttle response, transmission shift points and torque transfer to optimize traction on wet or uneven terrain. The system also incorporates Subaru’s Grip Mode, a sort of “off-road cruise control” that handles hill ascent and descent duties.

Rated power for the Solterra is 215 hp and 248 lb.-ft. of torque, and the battery is said to accept an 80% charge in under an hour. It’s the first Subaru to come equipped with a 360-degree-view camera, and it sports a respectable 8.3 in. of ground clearance. Based on the E-Subaru Global Platform architecture that will serve as the framework for additional EVs, the Solterra goes on sale this year.

Hyundai Seven Concept

Billed at the Show as a “living space on wheels,” Hyundai’s newest EV concept, the Seven, is envisioned as being capable of fully autonomous operation.

Billed at the Show as a “living space on wheels,” Hyundai’s newest EV concept, the Seven, is envisioned as being capable of fully autonomous operation and is likely to see production in 2024 in a somewhat different form as the Ioniq 7, a three-row fullsize SUV based off the same E-GMP platform that serves as a foundation for the Ioniq 5 hatchback and the upcoming Ioniq 6 sedan.

The Seven features an asymmetrical door design—one on the driver’s side, two on the passenger’s side—which open to reveal a pair of swiveling lounge chairs up front and a sofa-like rear seat in the back. (When the vehicle is operating in full autonomous mode, the driver and front passenger can both swivel around to converse with passengers in back.)

Available in rear-wheel or all-wheel drive, the Seven touts a 300-mi. cruising range and is said to accept a 70% charge utilizing an 800V charging system in less than 20 min. With COVID in mind, the vehicle’s interior is designed with hygiene features such as antimicrobial seat fabrics and airline-grade air filtration.

Kia Sportage HEV

Longer and wider than the previous model, the KIA Sportage HEV built on the same N3 platform as its big-brother Sorento.

The fifth generation of Kia’s compact SUV, the all-new ’23 Sportage now boasts a hybrid electric powertrain that’s shared with the Hyundai Tucson. Longer and wider than the previous model, it’s built on the same N3 platform as its big-brother Sorento, and its 1.6L turbocharged four-cylinder is supplemented by a 44kW permanent magnet motor to deliver an estimated 226 hp and 258 lb.-ft. of torque. A six-speed automatic transmission is standard, and the vehicle can be had in front-wheel or Active all-wheel drive, which uses a center diff-lock to optimize front-to-rear torque transfers.

Mileage for the Tucson hybrid is 38 mpg combined; Kia says it is aiming for 39 mpg and a 500-mi. combined cruising range for the Sportage. Riding on a 108.5-in. wheelbase, the Kia boasts 8.3 in. of ground clearance. Inside, twin 12.3-in. view screens are available, and Apple CarPlay and Android Auto interconnectivity come standard.

Edison Future EF1-T Concept

China-based SPI Energy unveiled its electric/solar pickup truck at AutoMobility, and its exterior design (reminiscent of Tesla’s Cybertruck) attracted quite a bit of interest. The EF1-T is said to be offered in three trim levels, with battery capacities ranging from 120 to 180 kWH, which in turn offer 300 to 450 mi. of cruising range.

The retractable tonneau utilizes an integrated mosaic-design solar panel that can be locked in place to recharge the truck’s single battery. But this truck is built to work as well, with eight tie-down points in the 6.5-ft. bed and estimated towing capacities ranging from 7,500–11,000 lbs., depending on trim level.

Inside, an additional mosaic solar panel provides extra charging power, and aluminum toolboxes are built into the inner door panels for secure storage. Outside, motion-activated electric side steps improve ingress and egress, and beefy 37-in. Yokohama Geolandar tires provide ruggedness for off-road forays.

SPI Energy executives have announced their intent to bring the truck to market “in the coming months,” but no further details have been disclosed.

VinFast VF e35 and e36

The e35 will be available with either a single- or a dual-motor configuration that produces 200 or 400 hp, respectively.

Four-year-old Vietnamese automaker VinFast debuted a pair of all-electric SUVs, and while the vehicles will be imported for the short term, the company said that it plans to break ground on a U.S.-based assembly plant by 2024.

The compact e35 (pictured) and the midsize e36 both utilize the familiar skateboard design, with batteries and motors mounted beneath the floors. The e35 will be available with either a single- or a dual-motor configuration that produces 200 or 400 hp, respectively. (The e36 will come standard with dual motors.) Estimated cruising range will be approximately 300 mi.

Both utes’ stylish exteriors were penned by Pininfarina, with the smaller e35 sporting split headlights and silver trim, and the boxier e36 featuring V-shaped front and rear light bars. The e36 is additionally equipped for Level 3 self-driving.

Both vehicles are expected to go on sale this spring, with a network of showrooms initially located in southern California.

Fisker Ocean

Making its world debut at L.A. was Fisker’s all-new midsize SUV, which is based on an existing chassis architecture provided by Magna-Steyr. Starting at $37,500, the Ocean comes in three trim levels with either single or dual electric motors, including front-wheel or all-wheel drive. Base horsepower is 275, but the top-level 540hp dual-motor configuration is said to be good for a 0–60 time of 3.6 sec.

The Ocean’s retractable sunroof sports an integrated solar panel that can supply an additional 2,000 mi. of range per year, and the vehicle supports bidirectional charging, which means that it can be used as a power source during periods of high demand.

Numerous eco-friendly touches abound inside, such as carpeting made from recycled fish nets and plastic bottles. The Ocean even offers a “Doggie Window Mode,” which partially lowers the rearmost side glass so your shaggy best friend can get a better view of the road.

Production of the Ocean is scheduled to begin in late 2022 at the Magna-Steyr assembly plant in Graz, Austria.

Mullen Five

California-based Mullen Automotive enters the luxury SUV market with the all-electric Five. Penned by Thurner Design, which includes veterans of Bugatti and Rolls design teams, the Five offers a 95kWH lithium-sulphur battery pack that’s capable of a 325-mi. range and a 0–60 time of 3.2 sec. at a (governed) top speed of 155 mph. The battery is also said to accept an 80% charge in slightly more than 20 min.

Pirelli P-Zero tires are wrapped around 23-in. wheels outfitted with Brembo brakes with carbon-ceramic calipers. The Five features facial recognition technology with a “Sentry” mode, which unlocks the vehicle when the owner approaches and inhibits would-be thieves, and it is equipped with Level 2.5 driver assistance (i.e., semi-autonomous) drive technology.

The Five will be built at Mullen’s brand-new assembly plant in Tunica, Mississippi, and is scheduled to arrive in mid-2024.

Brembach Premium 4x4

Starting at $26,400, the Brembach will appear at franchised dealerships starting in early 2022.

A throwback to a simpler time, this Russian UAZ-built 4x4 is defiantly old school. That starts with body-on-frame architecture, solid front and (Eaton-lockable) rear axles with 8.3 in. of ground clearance, and coil springs in front and leaf springs in the back. Add a two-speed transfer case with a 2.54:1 low range and Bosch active safety system that includes Hill Hold, and you have the makings of a capable out-of-the-box off-roader.

A 16V 1.4L gas engine sends 154 hp to either a six-speed automatic or a five-speed manual transmission, and the vehicle can operate in either rear-wheel or four-wheel drive. Ten paint colors are available, and a full range of factory options includes heavy-duty bumpers, fender flares, roof racks and additional skidplating.

Starting at $26,400, the Brembach will appear at franchised dealerships starting in early 2022.

SEMA News— February 2022

BUSINESS

Meeting Electrification Head-On

How Leading-Edge Innovators Are Sparking New Opportunities in the EV Market Space

By Mike Imlay

The Team Vesco 444 reVolt Systems “Little Giant” EV streamliner recently conquered the National Electric E3 record at the Bonneville Salt Flats, setting a 353-mph average. EV proponents see electrified performance as the aftermarket’s next frontier.

The automotive industry’s trend toward vehicle electrification continues to make headlines, with OEMs announcing bold new initiatives at a quickening pace. Of the top 20 global automakers, which together represented around 90% of new-car registrations worldwide in 2020, 18 are already at work widening their portfolios of alternative-power platforms and scaling up production of electric vehicles (EVs). This trend is obviously a hot-button topic for the aftermarket, with many asking how it will ultimately impact the industry.

But the specialty-equipment industry has never been one to shy away from a challenge. In fact, numerous innovators are already seizing opportunities in the EV space, and their entrepreneurial spirit was on full display at the 2021 SEMA Show in Las Vegas. Throughout Show week, exhibitors proudly unveiled EVs, electric conversions and related new products to Show attendees, and an expanded SEMA Electrified section showcased key companies making their names known in the market. In addition, the Show was the venue for special OEM announcements relating to vehicle electrification and alternative-power platforms, notably from Ford Motor Company and Chevrolet.

“We’ve been excited to see the growth and increased interest in the SEMA Electrified section of the SEMA Show since the feature first debuted several years ago,” said Tom Gattuso, SEMA vice president of events. “This year, SEMA Electrified included a number of electric-vehicle projects showcasing emerging technologies and the amazing strides the aftermarket is making in building, modifying, converting and accessorizing alternative-power platforms. Moreover, the SEMA Electrified feature at the Show demonstrated the association’s commitment to helping the industry understand and leverage cutting-edge technologies and stay ahead of trends.”

Throughout the Show, electrified builds and electrification projects garnered significant media attention (see “Required Reading,” p. 18). But most important of all, the palpable interest of industry attendees demonstrated that the trend is no longer considered a flash in the pan. Builders and product developers alike are seeing a profitable future in electrification and are ready to embrace the enhancements to vehicle design and performance that it can offer.

Although alternative powertrains currently represent just 1% of light vehicles in operation on American roads, those numbers are rising each year. In fact, SEMA Market Research has identified several areas of opportunity for the aftermarket, including the development of parts and products to aid in the conversion of older internal-combustion vehicles; building or modifying new project, racing and purpose-built vehicles; and expertly accessorizing new OEM electric offerings.

Torque Trends, based in Arizona, is an example of a new breed of manufacturers that are supplying products to aid in vehicle conversions—in this case, EV reduction gearboxes.

Torque Trends, a supplier of gear-reduction boxes for builders and installers making EV conversions, returned to the 2021 SEMA Show with its Torque Box and related products. The Torque Box also had the distinction of winning a SEMA Global Media Award at a prior SEMA Show.

“We’ve definitely seen this space grow,” observed Torque Trends CEO Mitchell Yow. “It’s been more than 120 years with the internal-combustion engine (ICE), so electrification brings something new and exciting to the marketplace.”

Torque Trends first debuted at the 2013 SEMA Show, and its signature Torque Box product showcased at the 2021 trade event was a prior winner of a SEMA Global Media award. The company’s gearboxes are principally employed in restomod hot rods and classic cars.

“They’re used in things as small as Triumphs and MGs and as big as Ford F-550s and Econoline vans,” said Yow, adding that Torque Trends’ products also have marine, air and other applications. Builders converting older vehicles to electric propulsion especially rely on the reduction gearboxes to multiply and harness the torque of smaller electric motors.

Yow has also been connecting with others in the industry to develop plug-and-play electrification solutions aimed at commercial fleets. He said converting service vehicles powered by ICE systems to electric drives can lower maintenance costs, save on fuel expenses and even extend the life of the fleet. He sees it as a financially appealing alternative to purchasing an all-new replacement line of vehicles.

Lest anyone think electrification is a market space dominated by large-scale ventures and enterprises, Yow’s business is literally a garage startup.

“We’re a home-based business,” he said. “I took over our family room and our 21/2-car garage, and that’s where we build and test gearboxes and do consulting work.”

Still, since the company’s founding in 2013, sales have grown from just one gearbox a month to 1,200 or more per year. Yow keeps overhead low and engages engineers from Arizona State’s master’s program for CAD and related product-development tasks.

“Our growth initially was Europe, and we still sell more product there today than we do in North America,” Yow said. “But North America is starting to come on commercially with the classics and hot rods. It’s been slow but steady growth—actually perfect. What an out-of-pocket startup company needs is slow, steady growth.”

Yow expects the ever-present drive for performance to spark further growth in electrification.

“For one, everybody’s seen many, many videos of a stock Tesla Model S spanking people at the dragstrip,” he said. “It’s not a golf cart, and the fact is that this new technology is different. I’ve been doing car shows as a hobbyist and builder for many years, and it’s time for something new.”

Electrifying Motorsports

Switch Vehicles has developed an EV kit and curriculum to teach the basics of EV building. The company presented a live kit assembly by students right on the 2021 SEMA Show floor.

The Team Vesco 444 reVolt Systems “Little Giant” electric-powered streamliner illustrates the drive for performance and novelty. The land-speed vehicle twice conquered the National Electric E3 record at the Bonneville Salt Flats this past October. Driven by Eric Ritter, Little Giant clocked a 322-mph mark, followed 24 hours later by a 353-mph average—12 mph faster than the current world record. The vehicle was among the various car builds assembled at SEMA Electrified.

“Little Giant parked some big records on the salt,” said Team owner Rick Vesco. “We are excited about the future of electric vehicles and happy to be a part of shattering the notion that electric cars are slow.”

Ritter was euphoric about his experience at the wheel.

“What an incredible ride!” he said. “The torque off the starting line—it’s a monster. It bolts without hesitation and keeps pulling nonstop. Our time slips tell the story: With the 357-mph top speed, 400 is now a reality, no longer just a dream.”

To achieve its goal, Team Vesco partnered with reVolt systems. Based in Oceanside, California, the company was founded by Eddy Borysewicz and has been gaining a builder following with its CR-43 Tesla motor swap kit. However, the Little Giant project broke new ground with 1,152 prismatic lithium-ion batteries and a heavily modified pair of Tesla motors. Greg Peek, owner of American Track Roadsters, handled the design and build of the complex powertrain section that combined the motors and delivered their energy to the driveline.

“Nobody got paid in dollars, only satisfaction,” Borysewicz said of the venture. “We worked equally on the powertrain as we did good team communication to function together, recognizing there was no time for major mistakes.”

Motorsports has always been the proving ground for new trends and technologies, so it’s significant to see electrification gaining a foothold in a variety of racing venues. For instance, Hypercraft manufacturers turnkey EV drive systems for motorsports applications, including off-road and rally car racing. Founded in 2020 and headquartered in Provo, Utah, the company used its 2021 SEMA Show debut to showcase an electric Trophy Truck built in partnership with Geiser Brothers. The vehicle was purpose-built to race in the SCORE Baja 1000 unlimited class.

“If you look at engine manufacturing companies such as Evinrude, Cosworth or Cummins, we’re essentially that for electric,” Hypercraft CEO Jacob Hawksworth explained. “We come from powersports and motorsports with a product-development and marketing mindset, so we understand the need for the EV drive system to become a product, not a project.”

The end goal, he added, is to ease the adoption of EV drive systems within the racing industry while making them safer and less cost-prohibitive.

“This market is going to grow very quickly, and there is a lot of room for a lot of companies that are solving problems in many different ways,” Hawksworth said.

Eric Hutchinson, co-founder of Electric GT in Huntington Beach, California, agreed that the traditional one-off nature of EV conversions has hindered builders. After doing several expensive and time-consuming EV conversions, he and fellow Electric GT founder Brock Winberg decided there must be a better way. That led to their development of a “modular EV ecosystem swap” that encompasses powertrains and EV components.

“The conversion industry basically morphed from garage-salvaged vehicles and people doing garage-style builds with salvaged parts,” Hutchison explained. “There was no tier-one components modular solution, if you will, so the amount of engineering that went into every vehicle was just crazy.

“What we’ve done is put a ‘crate motor’ together that essentially incorporates an adapter plate, the clutch assembly, the batteries, the battery enclosure, thermal management, BMS chargers, inverter motor—everything in a package that weighs 700 lbs. It drops in and can replace an F2 in a Toyota FJ, or it could take the place of a Coyote in a Bronco, and keep that weight in a classic where it’s meant to be.”

At the SEMA Show, the company exhibited several EV conversions and a modular, self-enclosed battery unit that can be stacked and combined with others, reducing the need for custom enclosure work.

“We can basically give someone a variety of these batteries for the range and voltage calculations they need for a self-installation,” Hutchison said.

He conceded that cost is often a big hurdle for builders when considering Electric GT’s solution against a traditional ICE swap, but the comparison is not apples to apples. “It’s not just switching a motor,” Hutchison pointed out. “You’re switching out an entire ecosystem.” And although the company is not yet in mass-production mode, demand for its EV ecosystem has been high. “We’re overloaded with orders,” Hutchinson said. “Literally our phone rings all day.”

Given the popularity of trucks among American vehicle owners, experts say electrified pickups, SUVs and CUVs will be key to a growing acceptance of alternative-power platforms—and aftermarket builders are already at work breathing new life into iconic favorites in the category.

With official licensing from Ford Motor Company, Tennessee-based Kincer Chassis specializes in custom 4WD early Bronco chassis fabrication and is an innovator in early Bronco restoration.

For the 2021 SEMA Show, the company demonstrated its technological prowess with an electrified ’66 Ford Bronco roadster. The Bronco was one of the centerpiece feature vehicles at SEMA Electrified, drawing many admirers.

Armed with a three-phase 200kW AC motor, 85kWh of battery capacity and mounted on a Kincer EV Freeway Series rolling chassis, the vehicle was designed to demonstrate “the sustainability of the classic-car markets as emissions laws evolve,” said Thomas Kincer, president of Kincer Chassis. “This build showcases our flexibility and capabilities while proving to Show attendees that classic cars can be electrified while maintaining original aesthetics and functionality.”

Major OEMs often use the SEMA Show to debut new products and stoke aftermarket interest in their vehicles. In similar fashion, EV startup ElectraMeccanica brought its new Solo vehicle to the 2021 Show in search of industry partners to accessorize its platform. Produced through manufacturing partner Xiaotian (Zhongshan) Industrial in China, the one-person vehicle is specifically designed for the urban driving experience.

“We are solving urban commuting problems,” said ElectraMeccanica CEO Kevin Pavlov. “The whole idea was to create an EV that’s easier to drive and park. It’s very eco-efficient, green, and it has the right footprint. About 76% of commuters—which equates to about 120 million—drive alone to work and back and forth on small errand runs, grocery shopping, coffee runs or visiting friends.”

The company has a unique direct-to-consumer sales strategy through a series of kiosks located in 20 targeted locations across Arizona, California, Oregon and Washington. Consumers can visit the kiosks to view the vehicle and schedule test drives. Ordering is then completed online.

“I really don’t think that the entire market has really been able to explore the electric vehicle platform and all of the things you can achieve with it,” Pavlov said. “There’s opportunity for electrified answers, mechanical answers and space answers. Electric vehicle platforms are just an open canvas.”

Education and Training

ElectraMeccanica recently introduced its Solo EV to the market. The company came to the SEMA Show in search of aftermarket solutions to enhance the vehicle’s appeal to urban commuters.

Of course, for electrification to truly take hold in the aftermarket, there’s also an urgent need for education and training. Switch Vehicles manufacturers “a fun, sporty and safe” EV kit designed to teach the basics of electrification. Founded in 2013 and based in Sebastopol, California, the company has also rolled out the Switch Lab companion program to junior and senior high schools and colleges across the United States as a hands-on curriculum for student builders. However, according to Switch spokesperson Jennifer Filzen, many shop professionals have also embraced the kit and program to gain experience with an EV build before attempting their own electric conversions.

Switch’s presence at SEMA Electrified included a live kit assembly throughout Show week. The completed EV then joined in the SEMA Cruise parade of Show vehicles when the trade event wrapped up.

“There’s a ton of people at the Show who are coming over here saying they want to learn, because you do not want to mess up a client car,” Filzen said as the build progressed. “This is a great, safe way to learn. You’ll reduce your frustration because the class teaches all the functionality of the different parts and systems, how to wire them, and so forth.”

Switch EV kits range in price from $29,000–$50,000 and can be assembled in as few as 25 hours. The vehicles can support Level 1 or Level 2 charging. They can attain a range of 25 mi. in 11/2–3 hours, depending upon the selected charging option. Performance parameters can be dialed in for freeway speeds, and many states require no special driving license. In California, Switch EVs are licensed as motorcycles, making them eligible to drive in HOV lanes.

“It is truly a STEM curriculum on wheels, and we’re finding that students get to learn how to do the science, the technology, the engineering and the math,” said Filzen. “But they’re also learning the soft skills—how to work in a team, how to communicate with each other. People taking our class are getting hands-on experience with building an EV, but they also can get L3 and N6 certification.”

As a trade association, SEMA is stepping up its own education programs to help members navigate the growing electrification phenomenon.

“We dedicated a track for electric vehicle technology at the 2021 SEMA Show,” noted Gary Vigil, SEMA senior manager of professional development. “SEMA members have always found a way to leverage opportunities presented by new technologies. Some of today’s industry pioneers are converting internal-combustion engine classic vehicles into electrics, while others are leading the way to develop aftermarket parts and packages for electric-powered cars and trucks. Our goal is to give them the educational tools they need for all these endeavors.”

Evans Dodds, CEO of IMRAmerica in Garland, Texas, was one of the many product developers who came to the SEMA Show eager for exactly that sort of education.

“We’re actually a company that designs, manufactures and fabricates parts for sports cars,” he said. “We make sports cars into super cars and make them go faster, so we’re focused primarily on turbocharged applications, but we ship around the globe to customers for some niche-market platforms, and we see that the future is EV.

“I come from the RC car background, and I’m really excited about the EV technology. One of the cars we focus on is the Mitsubishi 3000GT, and we want convert it to EV. We’re also going to do EV conversions for a few different types of customers: the auto crosser, the drag racer and then the Sunday driver who just wants a different cool car that has been restored and converted.”

Last December, SEMA Education began making SEMA Show seminars available for on-demand viewing. Members interested in deepening their understanding of electrification and other leading-edge industry topics should regularly check SEMA eNews and related publications for information on the latest video releases. SEMA Education is also at work developing future seminars and expert-led panel presentations on electrification and related emerging technologies.

SEMA News—February 2022

HERITAGE

Flatheads at Bonneville—Timeless

By Drew Hardin

Photography Courtesy: Eric Rickman, Petersen Publishing Company Archive

The 1968 running of the Southern California Timing Association’s (SCTA) Speed Week at Bonneville marked the 20th time hot rodders had gathered at the Salt Flats to see just how fast their roadsters, lakesters, streamliners and other wheeled creations could go. Hot Rod dispatched Photo Editor Eric Rickman, himself a 20-year Salt Flat veteran, to cover the event. He opened his story in the January 1969 issue with this timeless image of Bob Westbrook swapping Flathead engines right on the lakebed.

The anniversary meet almost didn’t happen. Rain forced the cancellation of the original August dates, but the alternate days the SCTA booked in October were blessed with “clear skies, brisk mornings and shirt-sleeve afternoons,” Rickman wrote. “Brisk, in this case, is a euphemistic way of saying ‘below freezing.’”

Just “57 cars and 20 cycles” turned out in October—nearly 150 had planned to go in August—but this “rather exclusive group was able to rack up some 26 car records and 13 cycle records,” Rickman noted, and saw three new members join the 200 MPH Club.

Among the record-setters was Westbrook, who had previously set the FI/Modified Roadster class record of 157.859 mph in 1966. He and one other FI/MR entrant, Tom Windgate, found themselves in a “really close race,” Rickman said, as they qualified at speeds just .28 mph apart.

“Experience will tell, and Bob took the record at 162.241 mph—on a borrowed engine yet,” a loan that set the stage for Rickman’s iconic photograph. That speed, Rickman said, “was really hauling for the nearly extinct Flathead.”

SEMA News— February 2022

Racing Matters to Us All–Join PRI!

By Chris Kersting

It may seem like yesterday to some of us, but next month will mark the 10th anniversary of the transaction that brought the Performance Racing Industry (PRI) trade show and publications to the SEMA organization. Since then, PRI has expanded its mission to become the leading advocacy organization to help protect and grow racing for the future.

Racing, it should be noted, is important to practically every automotive business, whether directly involved in motorsports or not. Competition motorsports demand commitment and intensive R&D investment, resulting in innovations in function, durability and performance—which eventually lead to innovative products that benefit enthusiasts in a wide array of sectors. Racing also strongly influences styling trends and other forms of personalization that play out far from the racetrack. If there is a common thread through all the various ways enthusiasts enjoy cars and trucks, it’s performance! That’s why protecting racing in all its forms is one of SEMA’s strategic priorities.

The PRI acquisition made possible a long-term strategic partnership with the racing industry, with the intention of supporting PRI as the leading trade show and voice of the racing community while giving it new resources to become something much more and to protect, preserve and grow motorsports.

In the initial years following the transaction, we were able to provide support to the PRI community in the areas of market research, infrastructure upgrades and government affairs. However, with SEMA’s commitment to racing as a strategic priority, the PRI organization has now been positioned to expand on its leadership role through new tools and initiatives designed specifically to support motorsports.

Over the last two years, PRI has launched a series of targeted programs to assist racing businesses and operations impacted by the pandemic. One was PRI’s Ambassador Program—an aggressive campaign aimed at helping racetrack operators navigate local, state and federal rules required to reopen safely.

Another initiative was the PRI Road Tour—an unprecedented cross-country content-generating blitz to support motorsports companies large and small. That content is currently accessible on the PRI website, www.performanceracing.com.

Stories from the PRI Road Tour have generated a huge social-media groundswell. Year to date, PRI social-media channels have generated more than 140,000,000 impressions reaching more than 100 million unique people across all PRI social channels.

PRI video content has been viewed more than 1.1 million times on YouTube alone, while Reels and TikTok edits of that content have generated another 2.5 million views. This work is creating enthusiasm for racing and the industry’s great products, and it’s also introducing those who love racing to the rallying call: It’s time to participate in PRI and especially its government affairs efforts to help protect and grow racing.

A key element in building PRI’s influence is the new PRI Membership program, which enables year-round advocacy, educational seminars, legal support and more. Since the program was announced, thousands of individuals and members have joined and explored new benefits, not to mention discounts and an enhanced experience at the 2021 PRI Trade Show in Indianapolis.

PRI Membership has a business division that provides benefits tailored to racing industry professionals—much like SEMA membership. There is also an Individual Membership division open to everybody, including racers, enthusiasts and fans.

We are excited about the potential of PRI to unite and support those who love racing. Whether you join as a business or as an individual member, or you help other racing enthusiasts to join, you’ll be doing something to unite the entire motorsports community.

I urge you to take that step and join now as we work to preserve and grow the American tradition of motorsports! To find out the details, check out www.performanceracing.com/membership.

By Ashley Reyes

Chris Nelson is the SEMA Future Leaders Network’s (FLN), formerly Young Executives Network (YEN), newest spotlight member. Nelson is the chief marketing officer at Driven Lighting Group, a designer, marketer, influencer and online retailer of aftermarket enthusiast automotive lighting products.

Get to know Nelson in his interview with SEMA below.

SEMA: What is the best advice you have ever received?

Chris Nelson: One of the best pieces of advice I’ve ever received was from the first day of a business management class in college. My professor asked the room to explain “why you go into business...” and the answers were mostly money-driven. To make a profit, to make money, to accomplish great things, etc. They were all wrong. My professor insisted that the reason to be in business was to help people and to solve a problem. That shift in perception as a young entrepreneur has shaped how I operate as a business owner and leader.

A lot of what I do in business today is geared toward the customer experience, and if we are not actively making people’s lives better, I don’t think we’re doing a good job. We are not here to just make money, or to ‘beat’ our competitors. We are here to make a difference and solve problems. I employ this philosophy with my teams by frequently encouraging them to think about the customer experience, and how what they are doing, what they are building, affects the end-user. Did you solve a problem? Did you make their life easier? Did you make them happier? What I’ve found is when you start from that point of view, it becomes very clear how to win in business because that’s all our customers really want. It’s not all that there is, and it’s not an easy thing to accomplish, but I’ve found that the companies that do this the best find success the easiest.

SEMA: What keeps you in the industry?

CN: I’m obsessed with cars and trucks because I grew up around them. My dad had his own high-performance engine shop, and then he taught the current generation of engine machinists and builders the trade before retiring. I’ve been elbows-deep in many engines over the years, and the idea of building something that most people take for granted gets me jazzed up. Today I’m in automotive lighting, but it’s a similar experience to engines. Everyone has a car, with an engine, wheels and lights—it's just that mine is faster, with cooler wheels, and better lighting than most!

SEMA: Where can you be found on a Saturday?

CN: In my free time, I am either at car shows, racing events, working on the house, at the beach or hanging out with my family at home.

SEMA: How do you prepare for an important meeting?

CN: I spend time drilling down into the parts of the meeting that affect me and try to identify the main things I need to communicate. It’s really easy sometimes to get lost in the weeds of a complex idea, and a skill I’m working on is to communicate more powerfully. I find that it’s important to have a heavy-hitting single idea that is “easy to digest” in a room full of decision makers and let the conversation go from there. The conversation will automatically uncover the need to go into details if you do a good job communicating the important ideas off the bat.

SEMA: If you could go to lunch with one industry leader, living or dead, who would it be?

CN: Not sure he would exactly be called an industry leader, but he definitely made a major impact. I would love to go to lunch with Smokey Yunick and get a sense for his personality and energy in real life. His stories are wild and I love how he lived his life, truly independent and challenging what’s normal.

If you are a current FLN member, fill out an FLN member spotlight form. Selected candidates may be featured on FLN’s social media, SEMA eNews and FLN member updates.

By Ashley Reyes

If you are employed by a SEMA-member company, you may qualify to receive up to $2,000 to pay off an existing student loan.

As part of the SEMA Loan Forgiveness program, employees of SEMA-member companies are invited to apply for a Loan Forgiveness Award between now and March 1. The Loan Forgiveness program runs in conjunction with the SEMA Scholarship program. Combined, the programs have awarded more than $3 million since their founding in 1984.

The Loan Forgiveness program is open exclusively to SEMA-member companies and their employees as a benefit of membership. The program provides funds to help pay off education loans from a college, university or career technical/trade school. Last year, 22 employees of SEMA-member companies received loan-forgiveness awards to help pay off student loans.

To learn more about the Loan Forgiveness Program or to apply, visit www.sema.org/loan-forgiveness  before the March 1 deadline.