SEMA News—January 2022

HERITAGE

Custom Coupes the Pair

By Drew Hardin

Photography: Eric Rickman, Petersen Publishing Company Archive

A feature story in the August 1960 issue of Hot Rod showed off two “sharp Fords” that had been customized by “lucky owner” Ron Coleman. The ’32 five-window coupe and the ’51 coupe provide a nice snapshot of styling trends that were popular in the late ’50s and early ’60s.

Eric Rickman photographed the cars, Coleman and his wife in April 1959. This photo, which served as the story’s lead image, “indicates that the Coleman family is pleased with their double answer to transportation problems.”

Coleman spent five years shaping the ’51 Ford into a custom hardtop. He chopped the roof—4 in. off the front pillars, 6 in. off the rear—shaved all the exterior handles, and grafted on rear fenders from a ’53 Oldsmobile 98. Chrome trim was kept to a minimum: He installed a “simple, uncluttered” ’53 Dodge grille up front and a single trim spear down each side of the car. The stock bumpers were reused, with a Kaiser bumper guard added to the rear bumper.

The only work Coleman didn’t do himself was to the coupe’s paint and upholstery.

“Amply pleated interior is finished in gold and white Naugahyde, blending with the lime-gold lacquer finish,” the article explained to readers looking at black-and-white images. This car “was a more costly job than the ’32,” costing Coleman “$1,000 in custom work.”

The Deuce, by comparison, set Coleman back $200 to buy and $600 to modify. The cost of the car was pretty cheap, even in the late ’50s, but that may have been due to its condition.

“The previous owner had channeled the body 10 in. but had allowed rust to penetrate the lower panels,” requiring “extensive body repair” on Coleman’s part. Matador Red lacquer dressed the finished body, and the interior was trimmed in red and white and fitted with a ’40 Ford dashboard. Under the louvered hood was a ’48 Mercury Flathead V8, “mildly modified via Edmunds cam, Evans 8.5:1 heads, enlarged and polished ports and two Stromberg 97 carburetors.”

The feature identified the Colemans as being from the Southern California city of Covina, yet the style of the five-window, with its deeply channeled body, stock roof height and bobbed fenders, looks like it was influenced more by East Coast hot rods than those done in the West, where the unchanneled high-boy was more popular. It does make for an interesting contrast with the radically chopped ’51, though.

SEMA News—January 2022

EVENTS

Keith Urban’s ’69 Mustang Revealed at the 2021 SEMA Show

Built Through Industry Partnerships, the Car Is Classic, but the Drive Is Modern

By Fredy Ramirez

Keith Urban couldn’t help but sit in the Mustang as he thanked all the people involved with the project.

Vehicle reveals are always special events at the SEMA Show, with car covers flying off throughout Show Week. Among the many exciting builds for the 2021 Show was a ’69 Mustang restomod project owned by four-time Grammy award winner and multi-platinum artist Keith Urban, and built by the SEMA Garage. The build was made possible through a partnership with Ford Motor Company, Jay Leno and numerous SEMA-member companies.

“A build starts with various design ideas, led by iterations and reviews to really determine what you are after,” SEMA Garage Engineer Luis Morales said. “Understanding the end goal of the car is the main thing.”

The front facade of the vehicle is aggressive. Stratasys 3D printed the grille that was engineered by Morales, who worked with the design team at Ford. The design took inspiration from the ’21 Mustang Mach 1. Dynacorn provided the exterior body paneling for the restoration, and Santini Paint and Body received paint from PPG for the one-off color. The custom-formulated Mariana Blue paint reflected brilliantly as thousands of Show goers watched the cover come off and Urban got his first look at the car in more than two years.

“When the Ford Design Studio was asked to be involved in the project, they had just put the finishing touches on the ’21 Mustang Mach 1, and it was top of mind when they were looking at some of the early images of Keith’s car,” said Ford Future Electric Vehicles, Vehicle Platform Director Dave Pericak. “Specifically, the completely new upper grille design, air dam and wheels were some of the key signature elements that you will see have a direct tie to the 2021 Mach 1.”

Carbon-fiber accents can be found all over the car, thanks to Anvil Auto. The look is brought together by Forgeline wheels that took some design cues from the ’21 Mach 1.

Beneath the hood, which is held up by CVF Racing billet hood shock absorbers, lies a 5.0L Coyote engine with a Roush supercharger and a K&N air intake. With the newfound power came a 10R80 10-speed transmission from Ford and a new driveshaft from Inland Empire Driveline.

“This build showcases some of our most iconic Ford Performance parts like the Coyote V8 crate engine and how using new technologies like 3-D printing—as we used for the front grille—the sky’s the limit,” Pericak said. “By bringing these parts and technologies together on the Keith Urban Mustang project, the team was able to be demonstrate how a truly remarkable, no-compromise vehicle could be built.”

The build team tackled the suspension by installing parts that provide a smooth ride and great handling whether at the track or taking a drive downtown. Heidts’ Pro-G complete front and rear subframes and suspension made the vehicle perform like a sports car, with the triple adjustable dampers from Bilstein bringing it altogether. One of the key features on the vehicle is the subframe kit, which allows for an all-around independent suspension, Morales said. The Mustang also runs Wilwood’s six-piston disc brakes in the front and four-piston discs in the rear.

Aeromotive provided the fuel system to handle the upgraded powertrain, and Vintage Air included the AC/heating unit to maintain the interior comfort, further enhanced with DEI heat and soundproofing. Dyme PSI fabricated the custom fuel and cooling hoses, while C&R Racing provided the complete cooling package. The build also features custom Borla headers and exhaust, paired nicely with the components under the floorpan.

“The Mustang is a car that exemplifies what all enthusiasts desire—performance, iconic design and the ability to personalize, which is what the SEMA Show is all about,” Pericak said. “Of course, this car needed a lot of help and working with the folks at SEMA Garage, Ford Design and the Ford Performance team, we were able to create a work of automotive art worthy of the stature Keith Urban brings to the car and worthy to be a centerpiece project for the SEMA Show itself.”

The interior is just as unique as the rest of the build. Distinctive Industries handled the upholstery, while Holley/Drake Automotive and Daniel Carpenter took care of the rest. The modern drivability is most obvious from the electric steering system provided by EPAS Performance. BCR Motorsports wired all of the electronics, including the instrument panel provided by Dakota Digital.

(From left) Wesley Simpkins, Luis Morales, Gary Pis and Joseph Moreno led the charge at the SEMA Garage to tackle Keith Urban’s ’69 Mustang, with the help of SEMA-member companies.

The efforts of many SEMA-member companies and the SEMA Garage came together for this build, which resulted in this beautiful restomod. The SEMA Garage expressed thanks to Ford Motor Company and all the SEMA-member manufacturer partners that brought the vehicle’s limitless possibilities to life.

“I really don’t have words for it,” said Urban. “I think the whole team has done the most miraculous job on taking on something that probably should’ve been scrapped.”

SEMA News—January 2022

What the 2021 SEMA Show Tells Us

By Chris Kersting

The 2021 SEMA Show clearly indicated that a large portion of our industry values an event that provides face-to-face contact, innovative new products, networking, and the opportunity to renew its love affair with the automobile. Congratulations are due all around, and especially to those who worked through obstacles and overcame uncertainties in order to make the 2021 Show their priority.

Our immediate feedback was that the Show was populated by quality attendees who came to do business, and that conversations were less rushed, leading to more meaningful interactions. To the extent that our industry is about people and relationships, this year’s Show was an especially refreshing opportunity. The new West Hall facility at the Las Vegas Convention Center allowed exhibitors much-needed space, and the upgraded infrastructure was welcome. As usual, the Show also provided indications of emerging trends and a look at what might unfold in the future.

One evident trend is the continuing development of electric propulsion and the related innovations of the specialty aftermarket at this year’s SEMA Show. There were dozens of electric vehicles on the Show floor, along with new companies and products that illustrated intriguing new possibilities ranging across the spectrum.

As to how the electrification trend will unfold, opinions are varied. The narrative prevalent in the media today often pits electrification against the internal combustion engine (ICE). This depiction is often either/or, with internal combustion engines portrayed as the undesirable factor that will be ushered off the road within the next decade. SEMA doesn’t agree with this narrative. The idea that gas versus electric is a near-term, zero-sum game, a black-or-white proposition, is not supported by a host of challenges, including infrastructure hurdles and large-scale adoption realities that will lead to more evolution than revolution. And that means gas-powered vehicles will be an important portion of the vehicle mix for many years to come.

Indeed, those who attended the SEMA Show saw that the golden age of internal combustion horsepower continues, with better fuel efficiency and lower emissions than ever before. We also saw stunning 1,000hp crate engines that run on pump gas and a glimpse of the ingenuity and innovative direction the performance aftermarket is taking—for example, a 500hp hydrogen-burning ICE that puts out zero emissions. These and many other examples and insights lead us to anticipate that the internal combustion engine will be a part of the solution toward reduced emissions in a mix with plug-in electrics, hybrids and fuel cell vehicles.

That said, the characteristics of electric powerplants have begun to spawn excitement and innovative thinking in the SEMA world as well. We now have bona-fide electric performance products, including a variety of electric crate motors suitable for all kinds of custom projects. As more electrified vehicles enter the marketplace, there will be many new opportunities to improve and accessorize. SEMA looks forward to being at the forefront of efforts to help our industry members capture these opportunities.

Another conspicuous trend was the continued growth in products catering to the off-road lifestyle. There were aggressive 4x4 concepts galore as well as all manner of custom rigs to engage the overlanding community. The growth in products aimed at making self-contained adventure travel possible has been particularly impressive.

Looking ahead to 2022, we can expect international borders and marketplaces to continue to open. That will mean the return of international buyers to the SEMA Show, re-establishing the pipeline to overseas markets with pent-up demand for American products. Coupled with the success of this year’s SEMA Show, the industry’s strong marketplace over the past 18 months and an eagerness to enjoy the explosion of automotive passion that is the SEMA Show, we see strong reasons for a very promising outlook for next year’s event.

SEMA News—January 2022

EVENTS

Greatness Unleashed

Highlights From the 2021 SEMA Show Industry Awards Banquet

By Mike Imlay

The 2021 SEMA Industry Awards Banquet was a testimony to grit, determination and greatness. Fittingly, it culminated with the live selection of the year’s SEMA Launch Pad winner. Comedian Adam Ferrara (second right) hosted the final round between contestant Tom Sawarynski (left) and ultimate winner Dustin Woolf (right).

The return to a live SEMA Show just wouldn’t have been complete without the specialty-equipment industry’s celebrated SEMA Industry Awards Banquet. Traditionally held Thursday night at the Show, the annual gathering honors industry innovators, volunteers and personalities who make significant contributions toward the advancement of the specialty-equipment industry.

The night’s theme for 2021 was “Unleash Your Greatness,” with automotive television and podcast personality Kevin Oeste and motorsports announcer Jarod DeAnda emceeing the November 4 gathering at the Westgate Las Vegas Resort & Casino.

SEMA President and CEO Chris Kersting

The first in-person Industry Awards Banquet in two years, the gala drew 2,500 automotive icons, professionals, supporters and celebrities. Comedian Adam Ferrara served up the main entertainment and additionally hosted the big onstage finale to the SEMA Launch Pad competition, which was recorded for later TV broadcast. The final round saw Tom Sawarynski of Off-Road Research and Dustin Woolf of Woolf Pack Racing delivering their product “elevator pitches” to the audience, which then selected Woolf as the 2021 Launch Pad winner. (See p. 74 for an in-depth look at the Launch Pad
competition.)

Of course, the evening’s central focus was the presentation of industry awards across a variety of categories, including Gen-III Innovator of the Year, Warehouse Distributor of the Year, Manufacturer of the Year and SEMA Person of the Year. There were also salutes to SEMA 2021 Hall of Fame inductees Carl Schiefer, Rick Love, Bob Moore and Jessi Combs.

SEMA Chairman of the Board James Lawrence

The evening’s many honorees are featured in these pages, with Sara Morosan of LGE-CTS Motorsports, recipient of the SEMA Person of the Year award, set to be profiled separately in the February issue of SEMA News.

Setting the Night’s Tone

Following musical performances by Patrick & The LV Band and a stirring delivery of the national anthem by the Voices of Service choral group, SEMA President and CEO Chris Kersting (above) addressed the banqueters. Kersting touched on the tremendous evolutions reshaping the industry.

“COVID has forced us to experience a huge amount of change,” he said. “That’s probably a good thing, because our industry and the world around us are changing faster than ever before—and in some important ways. We’re going to need to embrace change to be able to grow and thrive.”

Kersting surveyed industry strides in performance, zero-emissions and electrification technologies, youth engagement, and political outreach. Citing several examples of SEMA members working to bring innovations about, he concluded: “So there you have some great inspiration. And we can all ask ourselves, ‘How can I be a change agent, a leader toward a successful future?’ I can’t think of a better way than being a leader for change.”

Revving Up the Industry

Taking the stage, SEMA Chairman of the Board James Lawrence (above) delivered an address celebrating industry greatness, grit and determination.

“We are so blessed to be here at the SEMA Show,” Lawrence said. “Many times over the last two years, the idea of getting our industry together again seemed so far away. It’s so simple, but tonight we really should celebrate just being together, being able to talk about cars, trucks, off-road engines and drag racing, [and] who has the coolest new parts and who created the most awesome new build.”

Commenting on the transformative point at which the industry finds itself, Lawrence observed, “In many ways, automotive performance and technology have never seen more greatness.” But, he added, the industry currently faces a number of challenges, such as misguided regulations, technological and societal changes, and other market pressures. Nonetheless, Lawrence expressed confidence in SEMA’s ability to race toward the future, mobilize consumer enthusiasm, and further revolutionize the automotive industry.

“The car is our life. It’s our family. It’s in our blood,” he said to applause.

President’s Service Award

Kersting led off the evening’s award presentations with a tribute to the Tire Industry Association (TIA).

For 25 years, TIA and SEMA have partnered to present the Global Tire Expo at the SEMA Show. In addition, TIA recently marked its 100th anniversary, while TIA CEO Roy Littlefield (pictured speaking above) announced his retirement after 40 years of service to the tire industry. In gratitude for TIA’s many industry contributions, Kersting welcomed Littlefield to the stage along with TIA Board Secretary Keith Jarmen to receive the SEMA President’s Service Award.

As the evening progressed, the accolades for other individuals, innovators and companies came one upon the other.

SEMA Manufacturer of the Year: Oracle Lighting

At just 17 years old and without capital, Oracle Lighting founder Justin Hartenstein began business in his garage in 1999 developing custom lighting solutions. Consumer demand led to organic growth, and Oracle Lighting has emerged today as a leader in aftermarket automotive lighting accessories. The company employs more than 30 full-time team members and carries a line of nearly 10,000 unique and innovative LED lighting products.

Moreover, under the supervision of Tiffanie Hartenstein, the company’s CEO and co-founder, Oracle Lighting has seen 10 sustained years of growth, achieving nine appearances on Inc. magazine’s 500/5000 list of the nation’s fastest-growing small businesses.

Tiffanie Hartenstein (above, second right) accepted the award on the company’s behalf. Runners up in the manufacturer’s category were CSF Racing & High Performance and KW Automotive.

Warehouse Distributor of the Year: Turn 14 Distribution

The SEMA Warehouse Distributor (WD) of the Year award recognizes a WD that stands out through operational excellence, industry involvement and developmental support to clients and staff. Outstanding customer service and expert product knowledge are also key considerations.

With three U.S. distribution centers, Turn 14 Distribution boasts ground shipping to 45% of the American population in one day, and 100% within two days. In addition, the company has stepped up its excellence in sales training and support programs to its customers throughout the COVID-19 pandemic. Turn 14 also continues to set new benchmarks for technology, strategy and disseminating important manufacturer info to improve the standards of the distribution model.

Accepting the award was Turn 14 CEO Jon Pulli. Runners up in the category were Keystone Automotive and Meyer Distributing.

Gen-III Innovator of the Year: Matt Kossoff, Chief Product Officer, Driven Lighting Group

The award for Gen-III Innovator of the Year honors an individual under 40 who pushes limits and boundaries to propel the industry forward.

Matt Kossoff (above) literally started in his basement while still in high school, inventing the world’s first commercially available projector retrofit lighting product. Realizing that the enthusiast world is built around people, he then created an online community to share his products and ideas and spark excitement among consumers. That led to acquisitions of the largest lighting-centric message forum, Facebook group and YouTube channel.

Today Kossoff is the chief product officer of the company he built: Driven Lighting Group. The company has grown into the aftermarket’s largest lighting company and continues to advance the safety and output performance of lighting.

Runners up for Gen-III honors were Justin Hartenstein of Oracle Lighting and Keith Ferry of Tire Stickers LLC/Cerebrum Tire Sensor Technology.

Sara Morosan of LGE-CTS Motorsports was named SEMA Person of the Year, one of the association’s most prestigious honors. She will be profiled in the February 2021 edition of SEMA News.

Las Vegas’ luminescent dance group Light Balance wowed attendees with its dinner entertainment showcasing neon and LED costumes.

Motorsports announcer Jarod DeAnda (left) and automotive television and podcast personality Kevin Oeste emceed the festivities at the Westgate Las Vegas Resort & Casino.

Among the 2021 SEMA Hall of Fame inductees was the late Carl Schiefer, founder of Schiefer Media. Schiefer’s son James (left) accepted the banquet honors on his father’s behalf.

SEMA 2021 Hall of Famer Rick Love (left) is well known for his passion for cars and his tireless advocacy for the association, its members and, notably, its car builders.

Also a 2021 Hall of Fame inductee, Bob Moore (right) was feted for his pioneering role in industry data, radically transforming how the industry markets product.

Jessi Combs entered the 2021 SEMA Hall of Fame posthumously. Combs’ mother Nina and her husband Chuck Darrington (left) thanked the industry for honoring Jessi.

Council and Network Awards

During the industry banquet, key honorees of several SEMA councils and networks were also recognized for their outstanding industry contributions. Council and network award recipients at the 2021 SEMA Show included:

Automotive Restoration Market Organization (ARMO)

• ARMO Hall of Fame: Dave Roberts
• Business of the Year: R.E.M.
• Immediate Past Chair Award: Tray Smith, H&H Classic Parts
• Person of the Year: Steve Ames (Posthumous)

Emerging Trends & Technology Network (ETTN)

• Immediate Past Chair Service Award: Ian Lehn, BOOSTane

Hot Rod Industry Alliance (HRIA)

• Business of the Year: Tim Foss, The Garage Media
• HRIA Hall of Fame: Joe Petlick
• Industry Recognition Award: Ed Capen, Barrett-Jackson Auctions

Professional Restylers Organization (PRO)

• Jim Borré Lifetime Achievement Award: Joe Johnston, Tops & Trends
• Manufacturer of the Year: Trim Illusion, Colby McLaughlin, President
• Nat Danas Person of the Year: Rod Bennett, Chrome Enhancements
• Restyler of the Year: Specialty Auto Treatments/SAT
• SEMA PRO Cup Challenge: DPS Automotive

SEMA Businesswomen’s Network (SBN)

• Jessi Combs Rising Star Award: Katie Lyons, Student, Iowa State University
• SheIsSEMA Woman of the Year: Theresa Contreras, LGE-CTS

Truck and Off-Road Association (TORA)

• Retailer of the Year: Bill Silva, Top-Country Tops
• Jessi Combs Ambassador Award: Kathryn Reinhardt, 4WP Factory
• TORA Hall of Fame: Kelly Kneifl, Automotive Aftermarket Charitable Foundation

Wheel and Tire Council (WTC)

• Immediate Past Chair Service Award: Tyson Boyer, Dill Air Controls

Young Executives Network (YEN)

• Vanguard Award: Oracle Lighting
• Young Executive of the Year: Rory Connell, Advanced Accessory Concepts

SEMA News—January 2022

INDUSTRY NEWS

Truck Hero Inc. announced the appointment of Tony Ambroza as chief growth officer. Ambroza will join the company’s senior leadership team and report to CEO Bill Reminder. Ambroza will help guide the company’s accelerated growth by leading the brand marketing team and Truck Hero’s direct-to-consumer online business. He joins Truck Hero from Carhartt, where he served most recently as chief brand officer. In that role, Ambroza led the brand marketing and direct-to-consumer teams who scaled the Carhartt brand to historic levels across all segments and markets. Ambroza’s experience also includes leadership roles at Nike and Under Armour.

Truck Hero also announced the appointment of Christina Baldwin as chief human resources officer. Baldwin will join the company’s senior leadership team and report to Reminder. Baldwin will be responsible for all aspects of the company’s strategic HR initiatives as well as partner with operational and functional leaders to support organizational development and growth throughout Truck Hero’s portfolio of brands. Baldwin joins Truck Hero from Cummins Corp., where she spent more than 15 years serving in various roles, most recently as executive director of HR for the global components segment, where she oversaw global segment planning and strategic HR programs.

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

Ryan Smith was promoted to director of category management for Cloyes Gear and Products. In his new role, Smith will continue to develop and grow the department with additional resources, enhance the customer line review process, and expand the company’s category management footprint to more customers. Smith joined Cloyes in December 2013 as sales and marketing coordinator, where he played a key role in the management of several regional export accounts, PER customer base and customer pricing. Smith also served as project manager lead on the production of Cloyes aftermarket tech videos. He was promoted in May 2019 to manager of special markets and category management.

ZF Aftermarket named Ben Smart its new vice president of aftermarket for Region North America (United States, Canada, Mexico, Central America and Caribbean). Smart has more than 15 years of experience in sales and marketing managerial roles across the financial, business and commerce sectors. He has been with ZF Group since 2015 and TRW Automotive prior to ZF acquisition since 2010. Most recently Smart was the head of business unit independent aftermarket, where he was responsible for driving the overall growth and strategy for the business segment in North America.

Matthias Arleth was named the new CEO and chairman of the management board of the Mahle Group. The 53-year-old automotive engineer is joining the company from automotive component supplier Webasto SE, where he was most recently vice chairman of the board of management. Arleth will take up his position at the helm of Mahle on January 1, 2022. He succeeds Dr. Jörg Stratmann, who left the group on March 31, 2021. Arleth has many years of experience in the automotive industry, both with manufacturers and with component suppliers. Arleth previously held positions with various companies, including the Volkswagen Group, where he was a development engineer and project manager with SEAT.

Pirelli Tire announced that Pietro Berardi, currently CEO of Pirelli Tire North America, is leaving the company to pursue a new professional challenge. He was replaced by Claudio Zanardo on November 1. Zanardo joins the North American team from Pirelli’s Milan headquarters, where he most served as senior vice president for Moto and Velo. Zanardo will be responsible for the car, motorcycle and cycling businesses as well as manufacturing facilities in Rome, Georgia, and Silao, Guanajuato, Mexico. In 2015, he joined Pirelli overseeing marketing and controlled retail for Region Europe until assuming responsibility for Driver Italia (Pirelli’s franchise network) in 2016. n

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

Link Mfg. Ltd. announced the appointment of Marco Morales to the position of director of engineering for suspension controls. A 20-year engineering and manufacturing veteran with a strong background in managing business growth, Morales has a track record of implementing changes that have resulted in increased profits, improved efficiencies, and enhanced management control for the companies he has served. Morales holds a master of science degree in manufacturing management from Kettering University and a bachelor of science degree in computer engineering from Rose-Hulman Institute of Technology.

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

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

The Goodyear Tire & Rubber Co. appointed Mike Dwyer (left) president of Goodyear’s North America consumer business. Dwyer replaces Scott Rogers, who left the company. Dwyer previously served as chief customer officer and chief marketing officer of Goodyear’s North America consumer business. He will report to Ryan Patterson, chief operating and integration officer, Goodyear Americas. Dwyer will be succeeded by Renee Radabaugh (right), who was named vice president of Goodyear’s North America consumer channels and categories teams, where she will oversee the consumer replacement business. Radabaugh has extensive experience across Goodyear’s Americas business, having held leadership roles in its North America consumer, North America commercial and Latin America business units.

SEMA News—January 2022

EVENTS

SEMA Launch Pad 2021

Part One: The Semifinalists

By Douglas McColloch

The top 10 semifinalists at Launch Pad 2021 are (left to right): D.J. Potter, Sawtooth; Adam Gruener, Off-Road in Mind; Dustin Woolf, Woolf Pack Racing; Monica Kalenski, MEK Magnet; Tom Sawarynski, Off-Road Design; Jonathan Hurley, Toolbox Widget; Brendan McGrath, Dyme Performance Systems; Kevin Robinson, TRAC LLC; Robert McKeirnan, Stratos Meccanica; Michael Ruhs, TailHand.

Since its inception in 2013, SEMA Launch Pad has been the automotive specialty-equipment market’s ultimate competition for entrepreneurs under the age of 40 who are ready to introduce their products to a worldwide audience. However, because SEMA is always looking for ways to improve the event and to broaden its appeal, some changes were made for 2021 to encourage even greater competition: The age limit was removed to make it easier for more participants to qualify, and the amount of cash prizes and other considerations were increased, with more participants than ever featured in SEMA’s publications and social-media channels.

The ninth annual SEMA Launch Pad competition included a record-high number of applications. From those, 15 semifinalists were chosen by a panel of industry experts. After each competitor completed a 1-min. “lightning-round” presentation, 10 were chosen to advance to the next round. This article reviews that competition, and we’ll focus next month on the top five finalists who were chosen to pitch their business ideas at the 2021 SEMA Show and compete for a top prize worth nearly $100,000. Videos of all the preliminary rounds are now available for viewing at SEMA’s YouTube page (www.youtube.com/sema), and the finals will be broadcast after the Show at a date and time to be determined.

Launch Pad 2021 was judged by an expert panel of accomplished industry veterans that included (left to right) Jared Hare, Addictive Desert Designs; Chip Foose, Chip Foose Design; Alex Parker, Redline Detection; Myles Kovacs, TIS Wheels.

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

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

The Presentations

For the presentation round, competitors were required to make a two-minute product demonstration for the judges. That was followed, if the judges so decided, by a follow-up Q&A session, “just to make sure they’ve done their homework,” Foose explained.

Jonathan Hurley, owner, Toolbox Widget

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

“We’re a simple solution to an age-old problem: ‘How do I organize my tools?’” Hurley explained. “Our products are simple—you have individual pieces with male and female ends, and you simply add as many organizers as you want [to your toolbox]. Each organizer has an orange stripe painted across it, so if you look inside your toolbox and don’t see orange, you know you’ve got all your tools. See an orange stripe? You know you’re missing a tool.

“We currently have 16 products for sale, and we’re splitting the product line to include both the professional-grade and the DIY markets.”

While noting that his products are currently made overseas, Hurley expressed his desire to use the first-place prize to offset the cost of repatriating the manufacturing process to the United States.

Monica Kalenski, president and CEO, MEK Magnet

Product: Removable Trail Armor is printed bodyside protection paneling utilizing nano-hold technology to stick to aluminum and non-metal vehicles. The product protects vehicles from scrapes and scratches when off-roading while also adding style with graphics.

After an off-road trip in Kalenski’s first Jeep that left her vehicle’s bodywork with a bad case of trail rash, she began looking for a solution. “I looked all over, and there was nothing out there, so I invented it,” she said.

The MEK Magnet is available with both a conventional magnetic backing and a newly launched version that utilizes resin and nano-hold gel technology to facilitate secure adhesion and easy cleanup.

“It’s reusable up to 200 times, and it’s washable,” Kalenski said, adding that the product is manufactured at two U.S. production facilities—one in California and another in Pennsylvania. “You don’t carry your phone without a case,” she concluded, “so why hit the trails without trail armor?”

Adam Gruener, CEO, Off-Road in Mind

Product: RGB-Recovery Gear Box can be used for recovery gear, emergency gear or for any other storage need and is typically attached to a spare tire on the back of a vehicle.

“I came up with RGB on an off-roading trip with a friend,” Gruener explained, bemoaning the Jeep’s shortage of interior storage space. “After I got back, I drew a really bad sketch on a piece of paper, and I gave the sketch to my son, who’s a mechanical engineer. He put it into CAD, and we went through 14 versions before we came up with this.” It’s a circular storage box that attaches to a Jeep’s rear-mounted spare tire without interfering with the backup camera or the third brake light.

The RGB has a swing-open hatch. Once it’s opened, “you now have access to everything you need.” The RGB also utilizes a perforated backing plate that provides multiple attachment points “to store your gear wherever you want or so you can adjust to whatever rim you have,” Gruener concluded.

Brendan McGrath, CEO, Dyme Performance Systems Inc.

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

“We created the toolkit by deconstructing the problem, which turns out to be communications, because the users and the vendors don’t understand each other,” McGrath explained. “I look at this product as a ‘translation tool’ so that anyone of any skill set can speak ‘hose.’ They can pick up this product, put together the size and length they need, choose the fittings they need, and they’re done.

“With this kit, you’ve got the variation to make six to seven billion different configurations because the angles of the fittings and the angles between the fittings are different.”

Once a hose-and-fitting prototype has been mocked up, McGrath noted, it can be easily replicated as an entire assembly as many times as the user wants.

Robert McKeirnan, president and managing partner, Stratos Meccanica LLC

Product: Strada and Corsa Concealed Quick Disconnect Interface is a concealed interface for mounting a license plate or camera to the front of a vehicle. The interface does not require drilling holes into the front bumper, nor tools to remove once installed.

“This setup allows you to switch between strada, or ‘street,’ and corsa, or ‘track,’” McKeirnan explained.

One interface uses a magnetic pullout quick-disconnect while the other relies on a twist-on spring mechanism. Brackets can accommodate either a license plate (strada) or a GoPro action camera (corsa) and use the factory tow-hitch port for attachment to the vehicle. They’re available individually or as a bundle and do not interfere with any front-end sensors.

“If you have an individualized license plate that you don’t want to lose, you can just pull it off and throw it in your car when you’re not around,” McKeirnan said. “You don’t have to worry about having some special tool to release it.”

Dustin Woolf, owner, Woolfpack Racing

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

“It’s a first-ever design,” Woolf said. “It’s a refrigeration system where you have an evaporator that absorbs heat, a condenser that rejects heat, and a compressor that moves around the refrigerant.

“I’m a drag racer, so when we started R&D for this, we started with getting more horsepower. Now we’re making clean horsepower, which sounds crazy—increasing horsepower without adding emissions.”

Woolf said that if he wins the competition, he hopes to invest the money into mass production. (For his presentation, he had only a prototype to display.)

“The response we get at drag races to this has been jaw-dropping,” he said. “My main desire right now is getting the product out there, with quality in mind.”

Kevin Robinson, president, TRAC LLC

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

“I was in a shop environment one day, and there was an elderly mechanic working next to me,” Robinson explained. “I heard a lot of moaning and struggling to remove a tire and wheel. I felt bad for him, so I came up with an idea. I stopped what I was doing in the shop and drew it up.”

The TRAC cart rolls under the tire to carry the weight of the wheel and tire assembly. After the lug nuts are removed, they stay on the cart. The wheel is rolled off to the side, and the mechanic never needs to lift the wheel/tire assembly. The cart doesn’t make contact with the vehicle, avoiding any scratches, and there are no air lines or hoses to interfere with operation.

“Now I have shops where it’s their go-to tool every day,” Robinson said. “It’s proudly made in the U.S.A. and shipped out of Colorado.”

For his part, Robinson was most concerned with inventory management. “We’re oversold right now,” he admitted. If named the winner, he intends to use the prize money to build up a manageable inventory of product.

Tom Sawarynski, owner, Off-Road Research

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

“As you’re going down over terrain, the wheels are going up and down and the dampers are obviously attached to the suspension,” Sawarynski explained. “The rod is going in and out of the [shock] chamber, and as the rod displaces hydraulic fluid, it moves the dividing piston and compresses the nitrogen in the chamber. That’s what our sensor ‘senses,’ and I believe it’ll be a gamechanger in the market.”

When asked about whether he was concerned about OE product overlap (the manufacturers use the same sensor technology), Sawarynski replied: “Nobody’s doing it in the damper space, and we have a patent pending on this application, so that’s our competitive advantage.”

Michael Ruhs, co-founder and CEO, TailHand

Product: TailHand is a customizable platform and accessories system that mounts directly to most pickup tailgates, providing an “extra hand” for securing tools and raw materials and transforming a tailgate into a mobile workstation.

“There’s something like 56 million pickups registered in the United States alone,” Ruhs said. “You can drive around for 15 min., see someone working from the tailgate of a truck, and it’s never safe. After a near-miss experienced while cutting some logs, I was looking to buy something that would allow me to do it safely. I couldn’t find anything, so we decided to create our own product.”

The TailHand system, which mounts in an aluminum frame sized for either a midsize or a fullsize pickup, allows the operator to safely secure a power tool or raw materials, such as wood, by holding it securely in place.

D.J. Potter, CEO, Sawtooth

Product: Sawtooth Stretch Tonneau Cover and Sawtooth Surfboard Cartop Carrier is a tonneau cover that loads, secures and protects cargo taller than the pickup bed walls.

“My career started in construction management,” Potter explained. “I got into the automotive industry because I needed a product that I couldn’t find.”

The result was a stretch tonneau cover that expands to cover loads that sit above the bedrails of the truck. The unit utilizes an aluminum frame that mounts to the bedrails. Clamps hold the frame in place while lateral crossmembers are installed, and the tonneau then rolls over the completed assembly.

If chosen the winner, Potter intends to devote his winnings to “marketing, marketing, marketing.

“It’ll all probably go back to SEMA,” he joked, adding, “My goal is to make this into a $30 million-a-year company within five to six years.”

The Verdict

After a long day of competition, the five finalists chosen to make their final pitches for up to $100,000 in prizes at the 2021 SEMA show were (left to right) Tom Sawarynski, Dustin Woolf, Kevin Robinson, Brendan McGrath and Jonathan Hurley.

“These were all great products,” Kovacs said. “We’d gotten to know and like the contestants, and we didn’t want to send any of them home.”

With that in mind, the Launch Pad judges deliberated before settling on the five finalists who would make their closing product pitches for the $100,000 top prize at the 2021 SEMA Show in Las Vegas.

They were:

• Jonathan Hurley, owner, Toolbox Widget
• Brendan McGrath, CEO, Dyme Performance Systems Inc.
• Kevin Robinson, president, TRAC LLC
• Tom Sawarynski, owner, Off-Road Research
• Dustin Woolf, owner, Woolf Pack Racing

Among the runners-up, all of the contestants saw their experience with Launch Pad as positive overall.

“It really doesn’t change anything for us in terms of where we want to go with the product,” Potter said, reflecting on the competition. “I think SEMA is fantastic. This has been a great opportunity, and I’m happy to have been a part of it.”

“It was great exposure,” Kalenski said, “There’s only going to be great stuff to come out of this, so I’m grateful for the opportunity to have been here.”

“I learned a ton from this,” Ruhs said. “Now it’s full speed ahead.”

“Even for the people who didn’t make it [into the finals], this is a big accomplishment,” Kovacs noted. “SEMA is a huge organization, and this is a great platform for them to launch their products. There are really no losers here—everyone’s a winner.”

Next month: The finals in Las Vegas.

Rounding Out the Top 15

Last May, 15 semifinalists for Launch Pad 2021 were announced, and while the following five competitors did not advance to the later rounds, SEMA wishes to recognize them for their contributions.

They were the following:

Cameron Crummie, Owner, MDV

Product: Guard Modular Brush Guard is a Bluetooth-controlled brush guard for trucks and SUVs that can be reassembled to accommodate add-ons for work or recreation.

Alan Reyes, Co-Founder and President, Xtrusion Designs LLC

Product: Modular Cargo Bedracks is a modular cargo solution that allows the use of T-slot aluminum profiles as its main component, allowing a complete customizable platform for the end user.

Paul Rooprai, CEO, AutoBio LLC

Product: AutoBio Tags is a 2.5-in. round cling that goes inside the windshield and is embedded with technology (QR and NFC) that serves as a portal to a car’s story and is scannable with a smartphone. No app download required.

Michael Sullivan, Owner, Fox Products LLC

Product: RaZorTop Retractable Cap is a roll-open tonneau cover that raises up to a fullsize cap when needed and then retracts by the press of a button on a wireless remote control.

Edward Tansingco, President, Thinskinz

Product: Thinskinz Door Protectors are removable hard plastic interior door panel protectors that snap onto OEM interior door panels without fasteners or adhesives to protect doors against damage from objects or pets inside the vehicle.

 

SEMA News—January 2022

REQUIRED READING

By Juan Torres

Triumphant Return

The automotive specialty-equipment industry reconnected in person after nearly two years apart during the annual SEMA Show, held November 2–5, 2021, at the Las Vegas Convention Center. With more than 100,000 attendees, exhibitors, and media participating, the trade-only event was the largest North American automotive trade show since the pandemic shut everything down in 2020.

“We were excited to see our old friends and colleagues after being apart for so long,” said Kathryn Reinhardt, 4 Wheel Parts director of retail marketing. “It was clear that our industry was ready to meet and had two years of innovations to show off.”

The following are some of the publications that covered the event.

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SEMA News—January 2022

RESEARCH

The SEMA “2021 Retail Trends Report”

Taking a Closer Look at Who’s Buying What (and How) From the Aftermarket

By Mike Imlay

After the ups and downs of the past two years, it’s reassuring to know that consumer spending in the automotive sector continued at a healthy pace. In fact, the sector remains the single biggest retail segment in the United States, accounting for 20%—more than $1.2 trillion—of retail spending in 2020, according to the latest “2021 Retail Trends Report” from SEMA Market Research.

Released late in the fourth quarter of 2021, the 50-page report highlights U.S. retail spending and presents new findings on the retail side of the specialty-equipment market, including specialty-automotive shopping behavior and trends. Although issued as a 2021 report, it is designed to provide context about the market to aftermarket retailers as they enter the new year.

“Unlike other recessions where the economy slows more uniformly and then comes back slowly, the 2020 recession was more sudden as things shut down and then came back quickly, particularly in the goods sectors of retail,” said SEMA Director of Market Research Gavin Knapp. “Fortunately, that’s where our industry lives. In March or April 2020, you would’ve thought our market was going to be really devastated this year, but the first half of 2021 showed really strong sales across all retail and specifically within our market, so with this report, we look broadly at U.S. retail and see how the automotive market plays into that.”

Retail represents a huge sector of the U.S. economy, accounting for more than $6.2 trillion in 2020 spending, and while consumer shopping habits have changed somewhat over the past couple of years, the good news for brick-and-mortar and independent retailers is that traditional retailing channels remain strong.

“This report will help our industry’s businesses better understand automotive aftermarket retail trends by product and retail channel as well as consumer and shopping behavior,” said SEMA Market Research Manager Matt Kennedy, who oversaw the report’s creation. “Our expectation is that as we move forward, and as consumers are more and more comfortable going back into stores, our smaller businesses are going to be able to once again do what they do best and compete by adding value versus competing on price.”

For retailers eager to plot their course ahead, the report offers several noteworthy takeaways.

1. The Aftermarket Is an Online Sales Leader

THERE’S NO ONE WAY PEOPLE BUY SPECIALTY-AUTOMOTIVE PARTS

Specialty-equipment consumers utilize a variety of sources for researching purchases and tend toward “mixed-mode” buying between brick-and-mortar and web channels. The recent pandemic pushed some toward buying exclusively online, but this is seen as a temporary shift.

The automotive specialty-equipment industry is ahead of other sectors in online sales, with just over half of the $47.89 billion spent on specialty parts in 2020 going through online retail channels. However, SEMA’s market research forecasts that online retail sales will see a post-pandemic leveling off, then return to their historical trendline over the next couple of years.

“Certainly online purchasing has become a bigger and bigger part of the buying experience in every sector, but interestingly, it’s not really as big as most people seem to think across the whole U.S. retail market,” said Knapp.

In reality, e-commerce accounted for just 14% of the American retail pie in 2020. That figure is up from 11% in 2019—a sudden jump fueled mainly by the pandemic but still a small fraction when compared to overall retail-sector sales.

“One of the things we highlight in our report is how far ahead of the curve our industry is,” he said. “Online sales in our market actually approach 50% and even saw an additional jump in 2020.”

Kennedy added that bigger retailers often had an advantage during the pandemic lockdowns.

“They had a much easier time shifting their sales online, since they already had built-in e-commerce platforms and could say, ‘If folks can’t come into our stores, they can just buy online,’” he said. “Retailers on the smaller side tended to lack the same capabilities—think of the single-location shop with few employees and resources to build an online store. When we look at how things shifted during the pandemic, we do see that there was some hit to in-store specialty retail while other businesses definitely saw growth online.”

The “2021 Retail Trends Report” contains numerous charts and statistics to offer context on how the pandemic affected all types of retailers. For example, a pre-pandemic survey of independent retailers indicates that 73% of them were already feeling greater competition from large online retailers in 2019. During that time, 62% adapted by increasing their social-media presence, and 57% put more effort into personalized service. Among other tactics, 47% added or updated a website, and 33% refocused on a specific niche. Such strategies may have proved useful when COVID-19 disrupted the marketplace.

2. Retailers Face a Shifting Automotive Landscape

For their long-term planning, specialty-equipment retailers will want to pay close attention to the evolving makeup of the American vehicle fleet.

“We know that purchasing a car is a key trigger for people to start accessorizing and modifying,” Kennedy explained. “About 50% of consumers who accessorize start doing so within six months of buying a vehicle, whether that vehicle is new or used, so one important trend to keep track of is what’s going on with vehicle sales and the vehicle population at large.”

The “2021 Retail Report” details a shift away from traditional cars as OEMs—guided by consumer tastes—increase production of light trucks, including SUVs and CUVs. Already well underway, the trend is so pronounced that the light-truck category is expected to represent 80% of all new-vehicle sales by 2028, with CUVs set to dominate.

This transformation in the vehicle landscape will obviously impact the types of products that retailers will wish to stock. However, the growth of the CUV segment may present some interesting challenges. Will buyers outfit them much as they do pickups for utility, payload and adventuring? Or will they enhance them more as generic commuter vehicles? Retailers who get the answers to those questions right will gain a decided edge.

3. Alternative Power Is Gaining Market Share

A related trend to watch is the increasing number of alternative-fuel vehicles (e.g., hybrids and battery electrics). Right now, they comprise a small but growing share of new vehicles sold and are expected to account for 25% of new sales by 2028 and 45% by 2035.

Further, while hybrids make up the largest share of today’s alternative-powertrain offerings, those platforms will be dwarfed by battery electrics within the decade. By 2035, full electrics are expected to account for 26% of powertrain sales, with hybrids and plug-in hybrids trailing at 9% each. As the report notes, however, “The flip side of this is that internal combustion engines will remain the majority of vehicles sold and an even bigger majority of those on the road.”

Both Knapp and Kennedy expect alternative powertrains to open new opportunities for the aftermarket. In the early years of electrification, vehicles leaned toward unexciting commuter designs, but the desire for personalization is bound to grow with the introduction of alt-power trucks.

“The drive to make a vehicle one’s own is not going away,” Kennedy said.

4. Specialty-Equipment Consumers Prefer “Mixed-Mode” Buying

Despite the aftermarket’s lead in e-commerce, specialty automotive consumers most commonly buy their parts in a “mixed-mode” fashion—i.e., making purchases both in-person and online. In addition, “buy online, pickup in-store” behavior also appears to be gaining traction.

Among the statistics presented in the “2021 Retail Trends Report,” 51% of aftermarket consumers followed a mixed-mode pattern of shopping in 2019. That figure dropped to 42% in 2020—presumably due to the pandemic driving shoppers away from brick-and-mortar outfits. Consumers who prefer online-only purchasing currently represent 34% of the aftermarket customer base, up 13% from 2019. Those who describe themselves as in-person-only shoppers represent just 24% of aftermarket consumers, down 4% from 2019.

“Unlike repair and replacement, where you just want to find something that meets the OEM specs, in the specialty-equipment market, it’s all about meeting your own specs,” Knapp said. “That means people are always asking, ‘What kind of performance does a product add? What is it that I should look for? What brands am I comfortable with, and what do I gravitate toward?’ So really, our physical retail market is about connection with the customer. It’s the ultimate point of sale for most products from our industry.”

“We also see that the people who end up purchasing in-store tend to do a lot more research and interaction with others, getting advice from friends, family or from salespeople,” Knapp added.

The report devotes sections to consumer profiles ranging from enthusiasts to non-enthusiasts, along with do-it-yourself (DIY), do-it-for-me and other types of customers, and then correlating them with preferred buying modes.

5. Chemicals, Wheels and Tires Are Consumer Gateways

RETAILERS FACE A CHANGING AUTOMOTIVE LANDSCAPE

Shifts in the types of vehicles consumers buy will impact the specialty-parts retailers should plan to carry. Car buyers have been transitioning toward trucks and CUVs for some time now, with alternative powertrains expected to trend upward through 2035.

For many consumers, high-performance chemicals along with specialty wheels and tires represent the “gateway drugs” that can lead to more ambitious modifications to their vehicle’s appearance, performance and handling. Because those products are most frequently bought in-person, they offer prime opportunities for a retailer to forge consumer relationships.

The report divides specialty products into three categories: appearance and accessory items, performance and handling product. In the first category, the list is topped by chemicals, exterior body items and utility accessories, with consumers spending average annuals of $7.41 billion, $5.56 billion and $3.53 billion, respectively. In the remaining two categories, consumers spend an average of $6.09 billion on wheels and tires and $5.11 billion on suspension, brake and steering products. By comparison, drivetrain, engine/electrical and ignition, and internal engine cooling products come in at $3.40 billion, $1.88 billion and $2.12 billion, respectively.

Ultimately, the “2021 Retail Trends Report” contains a wealth of information.

“We know that the last two years have imposed a lot of disruptions with COVID-19 and its consequences, and those certainly have had broad implications for the retail market,” Knapp said. “There were some sectors such as services, food and travel that were hit really hard. We’re fortunate that our companies and retailers generally fared better and are mostly optimistic about the coming year. This report is designed to help our retailers succeed as we continue to move toward a ‘new normal.’”

The automotive sector represents the single largest retail segment in the United States, and the recently released “SEMA 2021 Retail Trends Report” aims to help aftermarket retailers of all sizes understand current economic shifts to chart a post-pandemic course.

Stay On Top of Market Trends

As the industry moves into the post-pandemic world, market and economic trends information is more vital than ever for business planning. For your free download of the 50-page “2021 Retail Trends Report,” visit the SEMA Market Research webpage at www.sema.org/market-research.

SEMA News—January 2022

INDUSTRY NEWS

Steve Matusek Appointed SEMA Board of Directors Treasurer

Steve Matusek, founder of Aeromotive Inc., has been appointed treasurer of the SEMA Board of Directors.

A first-generation American, Matusek’s father escaped Hungary in 1956 and his mother escaped Germany in 1948. Matusek earned his B.A. in aeronautical engineering at Park’s College of St. Louis University and his MBA from Webster University.

A second-generation racer and perennial top 10 driver in the NHRA Pro Modified class, Matusek has competed and is licensed in NHRA Pro Stock, Competition Eliminator and virtually every other sportsman class. Matusek finished fifth in points in NHRA Pro Mod in 2016 and has run quarter-mile times as quick as 5.74 seconds at more than 260 mph.

An automotive enthusiast, Matusek collects and refurbishes musclecars and late-model performance vehicles. His three daughters have all raced junior dragsters, with his youngest earning the Western Conference finals championship in 2006. His combined experiences as an engineer, business owner, racer and enthusiast give him a unique perspective that will benefit the SEMA Board and its member companies.

Matusek has secured dozens of patents, has earned SEMA awards for product development, and in 2018, Aeromotive was named SEMA Manufacturer of the Year.

››› A longtime NHRA racer and musclecar builder, Aeromotive Founder and President Steve Matusek has been named Treasurer of the SEMA Board of Directors.

Dart Machinery Founder Richard Maskin Passes Away

Dart Machinery, the Michigan-based manufacturer of race-winning engine blocks, cylinder heads and intakes, announced that its founder, Richard Maskin, passed away at the age of 74.

“He was an innovator in motorsports, a fierce competitor, a good friend, a loved family man and a generous and respected employer, and we all will miss him immensely,” the company said in a post. “Richard leaves behind a great legacy; one that spans decades and can’t be put into just a few words. We do take solace in knowing that his contribution to racing will continue, however, with every Big M engine block that finds a home under someone’s hood. He is the namesake, the original, and the one and only ‘Big M.’”

Maskin founded Dart Machinery in 1981 in Oak Park, Michigan. First developing intake components and pushrods for Pro Stock drag-race engines in the ’70s, he eventually started producing cylinder heads in his home shop, which provided the foundation for the company that would become Dart Machinery.

Maskin’s engines won multiple NHRA Pro Stock world championships and national events. Dart Machinery’s products can also be found on cars in a wide range of drag-racing categories, including Top Fuel, Funny Car, Pro Street, Pro Mod and more.

››› Dart Machinery founder Richard Maskin, who passed away at age 74, built a company that won multiple NHRA Pro Stock world championships.

Media: Still Time to Register for MPMC Media Trade Conference 2022

For 2022, the annual MPMC Media Trade Conference, taking place January 25–27, will be held entirely online.

Registration for the 2022 Motorsports Parts Manufacturers Council (MPMC) Media Trade Conference is still open at www.sema.org/mtc. Taking place entirely online over January 25–27, 2022, the annual conference will provide journalists with quality meetings and interviews with manufacturers of racing and performance products.

With the conference being held virtually for 2022, it’s easier than ever for media to participate and interview top company executives, technical experts and product specialists online. Participants may even be able to see the products in detail as manufacturers connect directly from their facilities.

Journalists may choose to participate for one, two or all three days and have the flexibility to select the manufacturers with whom they most want to meet. Because media participation is free, the MPMC Media Trade Conference is the most efficient, effective and affordable way for journalists to get detailed information specific to their audiences’ needs and interests and gather a year’s worth of editorial content.

For more information, visit www.sema.org/mtc or contact pr@sema.org.

Nexen Tire Relocates North American Headquarters to Ohio

Nexen Tire is consolidating its North American operations, relocating its corporate headquarters to Richfield, Ohio.

Nexen Tire America is relocating its North American headquarters from Diamond Bar, California, where it has been for the past 16 years, to its technical center in Richfield, Ohio, located 20 mi. north of Akron. Nexen joins several tire companies that have a presence in the Akron area, such as Bridgestone Americas; Goodyear; Kumho Tire U.S.A.; Kenda Tire U.S.A. Inc.; Triangle Tyre Group Co. Ltd.; and Hankook Tire America Corp.

Akron earned the designation “Rubber City” in the early 1900s, when it was home base for several of the world’s largest tire makers. Goodyear is the lone remaining company headquartered in Akron.

Nexen will integrate its corporate and sales staffs into its North American technical center, a 35,540-sq.-ft. facility that opened in 2019. The U.S. tech center is one of three that Nexen operates around the world.

Nexen—the 20th-largest tire manufacturer worldwide with 2020 sales of $1.4 billion—said it considered several locations before opting to move to the Ohio technical center. The key benefits of the move, the company said, are ensuring a central location and allowing the company to strategize ways to increase frequency of traveling to customers, thus enhancing operating efficiency.

 

 SEMA News—January 2022

SEMA DATA

By Gigi Ho

SEMA Data Product News

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

Belltech

Lift Kit for ’21+ Ford Bronco Sport

Elevate your truck or Jeep to new heights with Belltech’s all-new Suspension Lift Kit Systems. Precision engineered in the U.S.A. to ensure every aspect was considered to provide you with the highest quality Lift Kit Suspension System that delivers on performance. Through innovative design with the focus on performance, these suspension lift kit systems are the best riding lift kits on the market—period. Built to ride, handle and tackle off-road obstacles with ease.

Information: www.belltech.com

PN: 152650BK

Kleinn Automotive

Air Horns—The Beast Black Triple Train Horns

Beast—for everyone who wants a louder, nastier train horn. Three tuned trumpets: 171/2 in., 141/2 in., 111/2 in. High-impact ABS construction. Flat-rack design requires 40% less clearance than the 500 Series train horns. Trumpets can be separated from the mounting brackets for installation. The 230 can be upgraded with a BlastMaster Plus Upgrade Kit PN 6885 to make it even LOUDER! Vortex 6 12-volt electronic air horn solenoid included.

Information: www.kleinn.com

PN: 230

Heatshield Products

Intake Manifold Heat Shield for ’09–’20 MOPAR 5.7L

I-M Shield lowers intake combustion temperatures and creates more power. Lowering intake manifold temps creates a denser fuel and air mixture, creating more power. The inner Kool Core insulation combined with 1,100 aluminum make this one heavy-duty peel-and-stick insulator for an intake manifold.

Heavy-duty adhesive will stick to any clean, semi-smooth surface. It works on both composite and aluminum intake manifolds for late-model and classic vehicles.

Information: www.heatshieldproducts.com

PN: 140045