SEMA News—August 2021

INDUSTRY NEWS

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

’22 Ford Raptor R While Ford debuted the third-generation Raptor in February, it gave us a look at only the tamer version with the 3.5L EcoBoost. These shots show that the Raptor R will have a unique grille and appears to have beefier trailing arms. It’s rumored that the rims are exclusive to the R, and as everyone knows by now, it’ll have the heart and soul of the GT500: the Predator 5.2L supercharged V8. According to sources, the R will pump out around 725 to 750 hp (the GT500 puts out 760 hp). The ’21 F-150 Raptor will be assembled at Ford’s Dearborn Truck Plant and will be available at dealers this summer. The Raptor R is expected to debut later this year, with an on-sale date in 2022.
’22 Ferrari 812 GTO   Here’s the Ferrari 812 GTO (Versione Speciale), caught thinly disguised while out on a test run in Maranello, Italy. Last year, Ferrari was seen testing a cobbled-together mule that consisted of an 812 Superfast. Fast forward to today, and we have what appears to be the fruit of that labor—an 812 GTO. The GTO badge was last seen in 2011, so after a decade in retirement, the 812 GTO seems to make sense. Power is expected to come from the 6.5L V12 found in the 812 Superfast, which pumps out 789 hp and 530 lb.-ft. of torque, although the GTO is expected to come with more than 800 hp.
’21 Ford F-150 This is a ’21 Ford F-150 with an intricate autonomous vehicle (NextDroid.com) setup on the roof of its cab. The configuration appears to feature a substantial number of cameras, sensors and LIDAR equipment, making us wonder what Ford is up to. It could be that Ford is testing the technology’s feasibility on what could eventually become a larger vehicle platform, such as a truck-based delivery van or a similar work vehicle. Earlier this month, Ford officially announced BlueCruise—a hands-free highway driving solution that aims to rival Tesla’s AutoPilot and GM’s SuperCruise. Could the prototype seen here foreshadow a more advanced version of BlueCruise?

SEMA News—August 2021

INTERNATIONAL

In-Person Events Are Back

Meet With Mexican and Latin American Buyers

By Linda Spencer

Mexico’s expected economic growth rate in 2021 has just been revised upward as Latin America’s second-largest economy, along with the surrounding region, has begun to recover from the sharp downturn caused by COVID-19. While experts predict that the regional economies won’t fully recover until 2022, the quickening pace of the upturn is good news. As the region begins to reopen, U.S. suppliers looking to connect with Mexican and Latin American trade buyers can do so at two upcoming events: the 2021 SEMA Show in Las Vegas in November, and the INA PAACE Automechanika Show in December.

With air travel now permitted between the two countries, Americans can travel to the 2021 INA PAACE Automechanika Show, which is Latin America’s largest trade-only show featuring the automotive aftermarket. It will be held this year at a special time and location: December 1–3, in the San Luis Potosí Convention Center in San Luis Potosí, Mexico (about 260 mi. north of Mexico city).

San Luis Potosí is easily accessible and is a hub for various automotive plants, including General Motors and BMW, along with more than 250 Tier 1 suppliers. In 2022, the show will revert to its usual summer schedule at Centro Citibanamex, Mexico City, Mexico.

U.S. suppliers can also meet buyers from Mexico and Latin America without even leaving the United States at the in-person 2021 SEMA Show, to be held November 2–5. The event will feature a special Latin America roundtable on Monday, November 1, before the Show opens.

Mexico is home to a wide range of enthusiasts whose interests run from track, street and off-road racing to classic-car events. Daniel Garcia Solis of V8 Magazine, which features classic cars, noted that he has participated in INA PAACE Automechanika for many years to promote the magazine and contact new fans and collectors of classic cars.

“Every year, we also put a car in a SEMA booth at INA PAACE Automechanika,” he said.

He noted that “the enthusiasm for having a car 30, 40 or more years old that is very well preserved or restored really resonates in Mexico. It will surely be a passion for many generations after our time.”

He also noted that more readily available vaccines have resulted in an explosion of classic and collectible car congregations during the first half of the year.

“Surely by 2022, we will have a return to 100% of musclecar enthusiasts,” he said.

He added that, as with many hobbies and sectors, it has been difficult getting parts into Mexico, including from the United States, due to closed borders, closed nonstrategic activities, and bans on gatherings. However, as the peak of the contagion passes, buying, selling and searching for accessories has started to resume.

“Last year was a pretty difficult year,” said Manuel Alvarez, president of Big Country. “The market was pretty much shut down for three or four months, but we continued to supply our customers throughout last year. One of the things we discovered was a tremendous increase in consumers discovering or rediscovering the outdoors as restaurants and movie theaters closed down.”

He added that there was an uptick in anything having to do with going off-road and camping. Sales for the company’s own brands of Go Rhino and Big Country, as well as the well-known international brands it distributes throughout Mexico (including the Truck Hero product lines, Warn, Rigid and ARB, among others)doubled and tripled.

“Our e-commerce sales have increased 30%,” Alvarez added, and he noted that sales at the company’s two brick-and-mortar accessory shops that provide full installation services in Guadalajara and Mexico City have grown exponentially.

As for off-road events, Alvarez said that everything had been canceled in 2020 but is all on once again this year. Big Country sponsors the BOSCO jamborees, and its products are used on the event vehicles. In addition, the world-famous SCORE Baja 1000 will be held November 15–20, and will run from Ensenada to La Paz, Baja California Sur.

Mexico is also home to an F1 race. The Mexican Grand Prix will be held at the Autódromo Hermanos Rodríguez in Mexico City the last weekend in October. Mexican drivers have reached the top echelon of racing with Sergio Pérez Mendoza, nicknamed “Checo,” winning the recent Azerbaijan Grand Prix for Red Bull Racing. Mexico is also home to the 12-race NASCAR Peak Mexico Challenge Series.

As 2021 sees the resumption of motorsports events, the wide array of businesses supplying products to support these popular pastimes are busier than ever.

For more information on the INA PAACE Automechanika show, contact caitlin.clements@usa.messefrankfurt.com or visit https://ina-paace-automechanika-mexico-city.us.messefrankfurt.com. For more information on the SEMA Show, visit www.SEMAShow.com or the article “Reconnecting Globally and in Person at the 2021 SEMA Show” in the July issue of SEMA News on www.semanews.com.

Selected Light-Truck Sales, Mexico 2018–2020

*2018 figures include Ram 1500-4000. Source: INEGI, BestsellingBlogs

SEMA News—August 2021

PEOPLE

Champion of the Aftermarket Industry

State Senator Mark Maynard

By Caroline Fletcher

Although Congress tends to garner the headlines, some of the most important issues that affect the automotive aftermarket are controlled by the states. Issues such as vehicle titling and registration, exhaust noise, optional equipment, inoperable vehicles and many more are regulated on a state-by-state basis. If you want to be able to title and register your vintage Humvee (or HMMWV) but no process currently exists for registering former military vehicles in your state, you can turn to your state legislators to ask for help.

West Virginia State Senator Mark Maynard, an active member of SEMA’s State Automotive Enthusiast Leadership Caucus, is not just a lawmaker who’s willing to listen to the concerns of automotive enthusiasts—he’s an enthusiast himself.

Sen. Maynard was first elected to the West Virginia legislature in 2014, beating the incumbent Democratic candidate (who at that time was the longest-serving member of the West Virginia Senate) by only a few hundred votes. Now serving in his second term, Sen. Maynard has proven himself to be a staunch ally to SEMA.

As a small-business owner and lifelong “gearhead,” Sen. Maynard understands firsthand the struggles SEMA members face. During his time in the West Virginia Senate, he has been the lead sponsor on numerous bills to support and promote off-roading and motorsports in the state. Several of those bills have been supported by the SEMA Action Network.

Promoting outdoor recreation, including OHV use, is a priority for Maynard. In the last year alone, he has worked on legislation to create an Office of Outdoor Recreation in West Virginia, develop a West Virginia Statewide Motorized Trail, encourage public access and use of state roads and trails, and request the construction of an off-highway vehicle trail to parallel the Appalachian Hiking Trail.

It’s clear that, as an avid off-road enthusiast, Sen. Maynard is able to use his passion and knowledge to his advantage as a legislator. He was also awarded the first-ever Stephen B. McDonald Legislator of the Year award at the 2018 SEMA Show.

Sen. Maynard recently took some time to do an interview with SEMA News, which appears below. State lawmakers represent fewer constituents than federal lawmakers, and thus are often more accessible. Sen. Maynard invited readers with questions or comments to contact him at mark.maynard@
wvsenate.gov.

SEMA News: We suspect that any representative at the state or federal level is inundated with information and requests. How can we cut through all the noise and help our representatives better understand our industry?

Mark Maynard: If there is something very important on someone’s mind, they could spend less than 15 minutes and accomplish every method of contact for their legislator: email, phone call, and a letter. Unfortunately, it’s not easy to find a contact database for all of the representatives in your state to allow you to send one email to all legislators, but with copy-and-paste, you can reach many legislators with the same message.

You can also save the email addresses of all of your legislators in a document so that you can copy and paste them using the CC or BCC function whenever you have a message. In West Virginia, for example, you could get your point across in less than five minutes to 134 legislators. But my main recommendation is belonging to an association that can keep you updated and represent you on topics related to your industry.

SN: That is very interesting. To be honest, we’ve often had the sense that our representatives are so overwhelmed with constituent feedback that our single message isn’t going to make any difference, but as we talk about this, our realization is that maybe our messages have more resonance than we realized.

MM: Absolutely! I am not overwhelmed; I have a manageable amount of messages and feedback. I share my email address and phone number readily and have really tried to get it out there. I receive a manageable number of text messages every day. We try hard to keep an eye on feedback, especially when we’re in session. That’s when it’s really important for constituents to contact their legislators, when they are in session. Grassroots efforts can have a big impact on a bill.

SN: As electric and hybrid vehicles gain popularity, there will inevitably be some attention from regulators looking at motorsports. How can we make sure that the internal-combustion engine is specifically protected in motorsports applications?

MM: That’s a great question. The idea of the internal-combustion engine not being a part of motorsports, that actually almost brings a tear to my eye. I embrace all forms of motorsports, electric or otherwise, but my first love is the rumble of an internal-combustion engine. It’s going to take a grassroots effort for constituents to say, “No, we will not allow these engines to go away.” I’d hate to see it come to this someday, but it’s one thing if we lose the cars on the street, but we’re going to have to stand firm to not allow the electric engine to ever be exclusive.

SN: Another important issue for segments such as off-road racing is land access. You were recently appointed as a board member of the Blue Ribbon Coalition. How can we make certain we have access to the land needed for different forms of competition?

MM: You know, it once again comes back to your state and federal legislators. They are in control of this land, but when it comes right down to it, they share control.

State and federal agencies are technically in charge, and the legislators can make the greatest arguments in the world [for land usage for motorsports], but if these agencies don’t agree, then it doesn’t happen. They are considered the experts, and their opinion many times outweighs the points made by a legislator or a committee. I can have the greatest ideas in the world for land access, but when the Department of Natural Resources says it’s bad, the idea goes down in flames most of the time.

I’ve talked about contacting your legislators, but in many cases, the head of a state agency actually has much more authority than the legislature—but they are known as bureaucrats for a reason. They are often appointed and in a position to do good things, and sometimes when you think outside the box, it’s not always a good thing. So this bureaucrat could risk his position if he gets a little too radical and tries to make things happen. But for an individual to try to make things happen, contacting your state and federal agency, the U.S. Environmental Protection Agency, and either the U.S. Forest Service or the Department of the Interior (DOI), those are avenues.

The fight for land usage is becoming a pretty big job. I have scheduled meetings in Washington, D.C., with the U.S. Department of Agriculture and the DOI stressing the importance of land access. If I lived closer to D.C., I would be there once a month, knocking on their doors.

And one more thing: Go to the Capitol. I know it’s difficult now with the COVID situation, but go to Washington, set up an appointment with your legislators, and talk to them. Stress to them the importance of land usage for off-road sports. The squeaky wheel gets the grease. That’s still true.

››› Promoting outdoor recreation, including OHV use, is a priority for State Sen. Mark Maynard. In the last year alone, he has worked on legislation to create an Office of Outdoor Recreation in West Virginia, develop a West Virginia Statewide Motorized Trail, encourage public access and use of state roads and trails, and request the construction of an off-highway vehicle trail to parallel the Appalachian Hiking Trail.

››› West Virginia State Senator Mark Maynard is an active member of SEMA’s State Automotive Enthusiast Leadership Caucus.

Courtesy WV Legislative Photography/Will Price

SEMA News—August 2021

INDUSTRY NEWS

Fast Facts

4 Wheel Parts announced the promotion of Kathryn Reinhardt to director of retail marketing. Reinhardt brings more than 15 years of experience in the automotive aftermarket industry. In her new role, she will lead the go-to-marketing strategy, planning and execution of the 4 Wheel Parts retail and house brands marketing. Reinhardt also currently serves on SEMA’s Board of Directors, is the immediate past chair of the Truck & Off Road Alliance and is the current chair of SEMA Cares.

Banks Power announced Matthew Gamble as its design, assembly and testing manager for its DMax engine programs. Gamble will help design, develop and launch the high-performance turnkey variants of the Banks D866T engine in his new position, and he will also lead performance and durability demonstration events, among other duties. He arrives at Banks from Edelbrock, where he managed the company’s cylinder head and water pump lines. He previously managed 15 successful launch campaigns of Delta IV rockets at Rocketdyne and oversaw the health monitoring systems at Diablo Canyon Nuclear Power Plant.

Caliber, parent company to Caliber Collision, Caliber Auto Glass and Caliber Auto Care, announced that Roland Smith joined its board of directors effective April 19. Smith brings more than 30 years of experience in consumer brands and multi-unit operations spanning the hospitality, entertainment, supermarket and office product industries. As a member of Caliber’s board, Smith will provide strategic guidance to support Caliber’s operations, teammates, partners and customers.

Holley announced that Dominic Bardos was appointed CFO. A financial executive with extensive public company experience, Bardos will serve as a member of the executive leadership team and report directly to President and CEO Tom Tomlinson. Bardos recently served as vice president of finance for Tractor Supply Co. Previously, he served as CFO for Cambridge Franchise Holdings. Additionally, he held several leadership positions at ServiceMaster, including three years as the divisional CFO for Terminix, its largest division.

ZEV announced the addition of Rick Kreifeldt to its advisory board. Kreifeldt has more than 30 years of technology experience. He serves as the head of American R&D for LG Electronics, where his team specializes in artificial intelligence, Internet of Things, user experience and next-generation automotive platforms. His responsibilities include advanced technology development, new-business incubation, and open innovation. Previously, Kreifeldt was president of Motoforza Inc., a strategy and technology consultancy.

Randys Worldwide announced the promotion of Neal Hollingsworth to vice president of marketing. Reporting to the president and CEO, Hollingsworth will continue to be responsible for activities related to Randys Worldwide and the network of brands across all sales and marketing channels. Hollingsworth’s marketing group leads Randys’ companies in web, analytics, digital, event and brand management, graphic design, motion graphics, sales channel support and development, and customer marketing support.

Toyo Tire U.S.A. Corp. announced that John Thomas was selected as its next president and CEO. Thomas brings more than 30 years of automotive experience to the role, including extensive knowledge of the North American OEM and aftermarket landscape. In his most recent role, Thomas served as president and CEO of Webasto Charging Systems in Monrovia, California. Thomas will report to Tatsuo Mitsuhata, chairman of the board of Toyo Tire U.S.A. Corp.

Retrac Group announced that experienced automotive and motorsports executive Dan Walmsley was appointed CEO. He will lead the group’s two divisions: Retrac Productions Ltd. and Retrac Composites Ltd. Longstanding co-owner and Retrac Productions Managing Director Andy Carter was appointed chairman of Retrac Group. Walmsley arrives at the company from VentilatorChallengeUK Consortium. Prior, he was the motorsports director at McLaren Automotive from 2016 to 2020, having been team principal at FIA World Sportscar Championship entrant Strakka Racing.

Pylon Manufacturing announced the appointment of Michael Fretwell as president. He brings more than two decades of experience in sales, marketing and product development. He previously served as chief marketing officer at Pylon, where he drove the expansion of retailers and led the company’s launch of several new innovative products and initiatives, including the first-ever BFGoodrich Off Road Wiper Blades and the industry’s first real-time fitment solution.

Mark Lieber joined the team at Maxxsonics USA as project and quality manager. His responsibilities will involve leading the company’s concurrent product development teams in the design and engineering of products. Lieber began his career in 1987 and worked at various positions at Rockford Fosgate, YSI Inc. and Scosche Industries before joining the Maxxsonics team.

ATI Performance Products announced the appointment of Vince Fourcade as chief transmission technology officer. Fourcade brings three decades of performance racing and automatic transmission building expertise to his new position. Fourcade raced in the Pro Stock, Pro Rear Wheel Drive, Top Sportsman and Top Dragster categories in the ’80s. He opened his own transmission shop in 1998 and later joined ATI in a part-time capacity. He joined ATI full-time five years later.

Mickey Thompson Tires & Wheels named Jason Moulton director of motorsports. With 23 years of experience in race tire development for the company, Moulton developed several new drag-race tires, wheels and related products, such as Mickey Thompson’s big drag tire program, including the first “Bubba” ET Drag tire for Top Sportsman, Top Dragster, Super Comp and more classes. Moulton will oversee a team of motorsports experts and will attend more than 100 race events each year, providing trackside service to racers at national, divisional and local events across the country.

SEMA News—August 2021

LEGISLATIVE AND TECHNICAL AFFAIRS

The Battle to Save Oceano Dunes

The State Vehicular Recreation Area is California’s Only Pacific Ocean OHV Park

By Stuart Gosswein

For decades, off-roaders have been able to enjoy riding their vehicles on a California beach and up and down massive sand dunes. That thrill may soon vanish. In March, the California Coastal Commission voted unanimously to abolish off-highway vehicle (OHV) access to California’s Oceano Dunes State Vehicular Recreation Area (SVRA) within three years. In response, SEMA, along with three other OHV-related organizations, challenged the commission in court.

Oceano Dunes SVRA is a unique resource for the off-road community. It is the state’s only OHV park on the Pacific Ocean. Located about two hours northwest of Los Angeles near San Luis Obispo, it became a state park in 1974, originally encompassing 3,600 acres but now less than 1,500 acres. It adjoins Pismo State Beach, which provides a chance to beach camp, surf, swim, fish and bird watch.

Oceano Dunes is a major attraction that draws enthusiasts and tourists from across the nation who are eager to ride four-wheel drives, motorcycles, ATVs, Sun Buggies, high mobility multipurpose wheeled vehicles (HMMWV) and UTVs in the park. The activity generates millions of dollars for the local economy—money spent at area stores, motels, restaurants, gas stations, etc. Beyond financial considerations, the joy of motorized recreation at the dunes has been cherished by individuals, friends and families for generations. Its days may be numbered.

Oceano Dunes SVRA has been under threat of closure for many years, primarily by groups that object to motorized recreation on the 8-mi. strip of land. Opposition is largely based on environmental arguments—airborne particulate matter (dust) and/or threatened plants and animals. For years, SEMA has joined with many other OHV groups in challenging the scientific basis for the claims, citing the importance of the area for the enthusiast community and the local economy.

Two state agencies have been locked in a conflicting jurisdictional dispute over the land: the California Coastal Commission and California State Parks. The commission contends that it has primacy with respect to environmental concerns, while State Parks cites a mandate from the state legislature to manage the area for OHV use.

In 1982, the commission issued a Coastal Development Permit to State Parks for the construction of entrance kiosks and fencing. Over subsequent decades, the permit was amended so that State Parks could better protect the site’s natural resources. Changes included reduced acreage for RV camping and OHV riding. The permit was deemed to cover “development,” a designation that the commission has used as a threat for withdrawing the permit over OHV use.

Around 2017, the commission recommended that State Parks prepare a Public Works Plan (PWP) to pursue a new management plan for the area. Between 2017 and December 2020, State Parks developed a draft PWP and an accompanying Environmental Impact Report. However, the commission was discontented over the length of time to prepare the PWP and State Parks’ intention to still allow OHV activity.

In July 2019, the commission considered withdrawing the State Parks permit. SEMA joined with the enthusiast community in successfully opposing the proposal. The commission authorized State Parks to continue pursuing a new management plan for the area. In February 2021, the commission voiced impatience and displeasure that State Parks still intended to allow OHV activity on the land, albeit within a reduced space. On March 18, 2021, the commission unanimously voted to shut down OHV access within three years.

The commission’s unilateral action came at a time when State Parks was holding a public comment period on its draft PWP. State Parks is still reviewing the comments and also evaluating how to respond to the commission’s action.

The State Parks’ PWP is not perfect. SEMA joined with 16 other businesses, associations and enthusiast groups in opposing several proposed provisions, such as ending OHV/ATV rental concessions and reducing the OHV day-use limit from 1,720 vehicles per day to 1,000. But it does protect OHV access, and a final PWP can address some of the current shortcomings.

As noted, SEMA filed a lawsuit to challenge the commission’s action. SEMA joined with Ecologic Partners, a legal partnership between the Off-Road Business Association, the American Sand Association, and the American Motorcyclist Association District 37. The lawsuit was filed in California Superior Court for San Luis Obispo County. It is unclear when the court will take up the case or if the state will seek to intervene in a dispute between two agencies.

SEMA will continue to be a vocal advocate for protecting Oceano Dunes SVRA. It will work closely with industry, other organizations and the enthusiast community in that effort.

SEMA News—August 2021

INDUSTRY NEWS

Petersen Museum Launches Incubator Program for Women-Owned Small Businesses

The Petersen Automotive Museum announced the launch of its new three-month incubator program, which aims to foster the development of women-led businesses in the automotive sector. Each year, the museum will choose one California-based startup with five or fewer employees and provide it with hands-on mentorship, access to the Petersen network of sponsors and partners, and a $25,000–$30,000 investment.

“With only 23.6% of motor-vehicle industry positions held by women in 2019, we felt it was our responsibility as a world leader in automotive thought to create this incubator program,” said Executive Director Terry L. Karges. “We want to empower and develop visionary women to harness their potential and give them an opportunity to break into the automotive space.”

Women-led businesses that support or are directly related to the automotive industry are welcome to apply for the incubator program. The program’s selection committee reviews applications and, once accepted, the chosen startup will work alongside the Petersen’s mentorship team to develop a custom program that addresses its business goals.

Applications will be accepted until July 31. To apply, visit www.petersen.org/business-incubator-program.

Exhibitors: Connect With Media at the 2021 SEMA Show

As the premier automotive trade event in the world, the SEMA Show attracts thousands of media members each year. The following programs are available to help exhibitors get their news in front of SEMA Show media.

Online Media Center: Releases from the SEMA Show Online Media Center are used by editors from nationwide media outlets as well as SEMA publications and social-media outlets to fill their publications with Show-related news. Exhibitors are invited to post releases in the Online Media Center at www.SEMAShow.com.

New Products Showcase: In addition to showcasing products in a high-traffic area of the SEMA Show, participating in the New Products Showcase is a great way to generate media coverage for new and featured products. All exhibitors can enter a qualified product for free and have the product professionally photographed.

Press Conferences: While private media briefings and individual meetings are ideal for connecting journalists, press conferences may be ideal for announcements that appeal to a large number of media. Press conferences do require a considerable amount of planning and effort, but newsworthy announcements with strong interview opportunities and visuals will increase the likelihood of media attending.

Exhibitors can learn more about public relations resources available at the SEMA Show by contacting pr@sema.org to receive ongoing tips and updates for SEMA Show exhibitors.

NHTSA Releases New ADAS Safety Video Series

The U.S. Department of Transportation launched a new series of safety videos demonstrating the potential lifesaving benefits of several advanced driver-assistance systems available in many new vehicles.

“Understanding what advanced driver-assistance technologies can and cannot do for the driver is critical to everyone’s safety,” said Dr. Steven Cliff, acting administrator for the National Highway Traffic Safety Administration (NHTSA). “We’re providing the driving public with knowledge about the safety benefits of these technologies.”

This new campaign builds on NHTSA’s successful 5-Star Safety Ratings program by continuing to educate consumers about safety features and new safety technologies. The new videos will be supported by an agency-funded digital media buy that runs through September 2021. Additionally, the agency continues to evaluate and consider advanced crash-avoidance technologies and systems that address safety and prevent crashes.

The five short videos include “Four Technologies That Could Prevent Your Next Car Crash,” “Rear Automatic Braking,” “Blind-Spot Intervention,” “Lane-Keeping Assistance,” “Automatic High Beams,” and a four-part summary video discussing blind-spot warning, forward-collision warning, automatic emergency braking, and pedestrian automatic emergency braking. Additional information is available at www.nhtsa.gov.

Five Benefits of Booking Your Hotel Through SEMAShow.com

SEMA Show management has secured discounted rates with more than 40 hotels in Las Vegas for the 2021 SEMA Show. Through the Show’s official housing partner, OnPeak, Showgoers will benefit from convenient and affordable options for their stays in Las Vegas.

OnPeak is the only hotel provider endorsed by SEMA. Showgoers are encouraged to book through OnPeak early for the best selection and price. Check out the latest rates available at www.SEMAShow.com.

Five benefits of booking your hotel through www.SEMAShow.com include:

• Best Rate Pledge: Comparison shopping ensures that rates remain the lowest.
• Flexibility: Make adjustments without penalty in case your plans change.
• Reservation Protection: Get peace of mind with support before, during and after your stay.
• Pay Delay: Ease your commitment—book now, pay later.
• Group Bookings: Fully manage your group booking, large or small, with robust tools.

To check the latest rates and to book hotel rooms, visit the SEMA Show Travel & Lodging page at www.SEMAShow.com.

The 2021 SEMA Show will take place Tuesday–Friday, November 2–5. For complete information about the 2021 SEMA Show, visit www.SEMAShow.com.

SEMA News—August 2021

HERITAGE

Drag Decals

By Drew Hardin

Photography By Pat Brollier, Petersen Publishing Company Archive

In late 1958, the multi-talented illustrator and cartoonist Pete Millar created just the thing for racers who wanted to record their victories like a fighter pilot. These “easy-to-apply” Drag Decals, advertised in the “What’s New” department of the June 1959 issue of Hot Rod, were available in a choice of 15 different domestic cars “plus a new one for karts.” (A close look at the photo reveals a karting magazine in the back pocket of Millar’s trousers.)

According to Millar’s daughter, Robin, the Thunderbird in the photo was his, though it wouldn’t be for long. He had to sell it in 1959 because of his growing family.

“He had a wife, two daughters under the age of five, another on the way, and a German Shephard,” she said. “There wasn’t enough room for everyone. Something had to go, so the T-Bird went.”

Since Millar was using the T-Bird as a demonstrator, it made sense that its victims were a dozen Corvettes, as the two two-seaters were regularly pitted against each other in magazine shootouts of the day.

Petersen photographer Pat Brollier took this photo and several others in November 1958, though it would be several months before the ad ran in Hot Rod. This picture is an outtake; the ad in the magazine showed a close-up of the decals and Millar’s hands applying one.

This was a pivotal time for Millar. Though he worked as an engineer and a technical illustrator in the mid-’50s, what he really wanted to do was pursue his lifelong love of cartooning. In 1955, his first comic strip was published in Rod & Custom, featuring Arin Cee, an illustrated gearhead mascot for the magazine.

In 1959, he co-created CARtoons magazine with Carl Kohler. Millar would produce it out of his home until the magazine was taken over by Petersen Publishing Company in 1963. That led him to launch his own Millar Publishing Co. and DRAG Cartoons, the first of several drag-race cartoon magazines he would produce.

Millar may be best known for cartoons, but he also expressed his artistic talents as a fine artist, sculptor, illustrator and professional model maker. Millar passed away in 2003, but his work remains visible, thanks to several websites and Robin’s presence with Millar-themed merchandise at the California Hot Rod Reunion and other vintage drag-racing events.

SEMA News—August 2021

Ready for Launch:

New Ideas and Career Opportunities

By Chris Kersting

Ours is an industry built on imagination, fresh ideas and entrepreneurship, qualities that offer exciting opportunities. While the annual SEMA Show in Las Vegas remains an obvious beacon for industry entrepreneurial activity, awareness of the scale and scope of innovation in the specialty automotive sector—and the opportunities it affords—has mostly been limited to the inner circle of our business community.

This year, an updated and significantly boosted SEMA Launch Pad program will expose our industry’s remarkable creative capabilities—and the business opportunities that arise because of them—to a much broader audience.

Originally the brainchild of the Young Executives Network (YEN), the Launch Pad program—in which participants pitch new products to a panel of iconic judges—quickly became an entertaining means of spotlighting emerging automotive professionals and their innovative insights.

Though it succeeded in offering compelling aspirational encouragement to a young audience, the program was not originally designed to generate exposure on a national scale. But the potential is there, and the enhanced SEMA Launch Pad is seeking to capture it.

Over the past few months, guided by a group of dedicated industry volunteers, efforts to scale up the program have intensified. One key aspect of the plan to make our industry more widely known is already in progress—capturing dramatic reality-style content that tells the human stories of the Launch Pad contestants, their backgrounds, hopes and aspirations as they pursue a life-changing opportunity. Currently, six episodes are planned for digital release this fall, leading up to the goal of engaging millions of viewers.

Already a diverse group of nearly 200 applicants have presented themselves, ready to compete for a generously expanded prize package that will extend deeper into the field than ever before. As they make their way chasing the American Dream, Launch Pad cameras will be rolling. Ultimately, there will be a dramatic showdown between finalists at the 2021 SEMA Show in Las Vegas, where a new Show feature, the Launch Pad Pavilion, will provide a focal point for all attendees and media. In addition to exposing our industry’s best and brightest innovators to the public, the SEMA Launch Pad will generate stories that will help construct a positive storyline for national media.

Along with creating greater industry awareness, the new SEMA Launch Pad program will serve to support other strategic priorities. Not least will be to help attract young workers and college graduates by providing a demonstration of the wide variety of career paths available in the automotive specialty-equipment industry. In addition, by acting as a showcase for entrepreneurship and innovation, an expanded Launch Pad will better support new product development while providing greater visibility for new companies in our industry.

FYI, the supercharged SEMA Launch Pad program will not be the only exciting, new aspect of the upcoming 2021 Show. This year’s Show will feature the new West Hall facility at the Las Vegas Convention Center, a 1.4-million-sq.-ft. showcase housing state-of-the-art exhibition and meeting space. Attendees will also be able to traverse the Show campus using a pioneering underground transportation system, spanning from the South Hall to the new West Hall, and designed to transport 4,400 riders per hour, per direction. These and other exciting features will provide an outstanding backdrop to the industry’s return to the world’s greatest gathering of automotive innovations and business opportunities—and all the more reason you need to be there!

You’ll be hearing more about SEMA Launch Pad participants and their ideas as we move closer to the Show. And starting this year, an audience of millions around the world will get a taste of our industry’s legendary inventive capability as well.

By Della Domingo

SEMA has announced the hiring of Benjamin Kaminsky as the new Detroit operations manager. Earlier this year, SEMA announced the purchase of a 45,000-sq.-ft. building in Detroit to be used as a second SEMA Garage. Kaminsky will be responsible for the overall management of SEMA Garage Detroit services and facilities to assist members with new product development and integration.

“Benjamin Kaminsky will be a great addition to our SEMA Garage team,” said Mike Spagnola, vice president of OEM & product development programs. “He comes to SEMA with over 20 years of experience in the automotive and automotive aftermarket industry as an engineering and project manager having worked at both automakers and tier-one suppliers.”

Kaminsky will work closely with domestic and import OEMs, along with tier-level suppliers and testing facilities to ensure flow of information essential to the industry’s accurate development of new and innovative products. They will also collaborate to develop opportunities that will benefit SEMA-member manufacturers. Kaminsky’s experience will allow him to cultivate these relationships. Prior to joining SEMA, Kaminsky worked at General Motors as a senior design and release engineer. He oversaw the design, development, validation and release of Chevrolet Performance air intakes, exhausts and components for use in performance applications. He also worked closely with GM emissions compliance and legal groups to ensure engineering hardware development and release processes consistently delivered products that met and exceeded regulatory requirements.

Prior to GM, Kaminsky worked at Bosch Motorsport in a variety of roles, from senior technical engineer to hardware development manager. He managed a department of engineers to develop hardware components for the professional racing industry.

“With his experience and solid OEM and tier supplier relationships, Ben will help the SEMA Garage Detroit best serve our manufacturer members,” shared Spagnola.

The SEMA Garage Detroit will offer manufacturers access to advanced product-development tools and equipment, a state-of-the-art emissions testing lab, an ADAS research and development center and expert technicians who will help bring products to market at the SEMA Garage Detroit. The Detroit facility will give aftermarket parts manufacturers access to sophisticated resources that are typically accessible only to large-scale manufacturers. In addition to exclusive OEM measuring sessions, scanning services, advanced tools and equipment, a CARB-recognized emissions lab and a modern training center, the Detroit facility will include expanded services and offer new SEMA benefits through the ADAS Research and Development Center.

“Being part of SEMA Garage provides me the opportunity to combine my engineering background, project management skills and relationships to make a difference in the automotive and automotive aftermarket industry,” said Benjamin Kaminksy. “I look forward to working with SEMA manufacturer members and continuing my relationships with OEMs and tier suppliers.”

The SEMA Garage Detroit facility is scheduled to be open for members in early 2022. For more information, visit www.semagarage.com. 

  By SEMA Editors

Exhibiting at the SEMA Show and entering at least one product in the New Products Showcase puts your latest products in front of thousands of qualified buyers from every segment of the specialty-equipment industry.

Entry Fees:

• The first product entered in one category in the New Products Showcase is free.
• Additional $75 per product category before October 8.
• After October 8, the cost is $150 per entry.
• No refunds provided after October 8.
• Entries submitted on-site will be accepted on a space availability basis.

Enter your new products now!

For more information on New Products Showcase display guidelines, visit www.semashow.com/esm.