EVENTS

By Chad Simon

Best New Products From SEMA360

Judges Award Top Product Honors From More Than 2,200 Innovative Entries

Although the 2020 SEMA Show wasn’t able to take place in Las Vegas, the inaugural SEMA360 online experience still featured 330 vehicles and 650 manufacturers, setting the foundation for what’s to become a viable complement to the industry’s main event every November.

The SEMA360 New Products Showcase winners were selected from more than 2,200 products across 16 different categories, including Collision Repair & Refinish, Mobile Electronics, Off-Road/4-Wheel Drive, Performance Racing and Performance Street. They represent the most innovative and cutting-edge automotive aftermarket products that will be consumable in 2021.

Following are the best new products from SEMA360.

Winner–Collision Repair & Refinish Product

adasThink

adasThink is a revolutionary new software that can automatically identify required ADAS calibrations using just a bodyshop’s estimate, advanced text recognition, and adasThink’s database of OEM build data and repair procedures.

416-879-4523
www.adasthink.com

Runner-Up–Collision Repair & Refinish Product

CollisionRepairTools.com
FAN 220 MIG/MAG/Brazing Welder

Made in Austria, this FAN 220 welder is the a 110v/220v MIG/MAG/Brazing optional TIG welding unit. Ideal for bodyshops, certified collision-repair centers, classic-car restoration facilities and general fabrication. It provides you the ability to weld with at little as 110v with a ultra low 12-amp fuse delay. Weld anywhere!

949-945-2163
www.collisionrepairtools.com
PN: A-FAN-220

Runner-Up–Collision Repair & Refinish Product

P&S Detail Products
Iron Buster Wheel & Paint Decon

Iron Buster Wheel & Paint Decon Remover is a color-changing, fast-acting, pH-balanced cleaner formulated to safely dissolve ferrous particulate from wheel and painted surfaces. It safely and effectively removes embedded iron particulate along with other contaminants from wheels and painted surfaces.

510-732-2628
www.psdetailproducts.com
PN: N2801

Winner–Engineered New Product

AEM Performance Electronics
VCU300 EV Control Unit

The VCU300 lets you create customized torque management strategies for a wide range of EV systems/component combinations. It unifies the tuning/supervision of all EV systems via a customizable interface, controls up to four inverter/motor systems, communicates with three independent CAN/bus networks, and can be used on direct- and indirect-drive setups.

310-484-2322
www.aemev.com/products/ev-vehicle-control-units/vcu300
PN: 30-8100

Runner-Up–Engineered New Product

QA1
New 3-in. MOD Series Shocks

Designed specifically to meet the demands required by today’s high-performance drag race and handling/Pro-Touring cars, QA1’s new multi-patent-pending MOD Series shock can be completely revalved in minutes while remaining on the car, saving racers time
and money.

952-985-5675
www.qa1.net
PN: SERIES

Winner–Exterior Accessory Product

Curt Group
Tri-Ball Universal Coupler Lock

The Tri-Ball Universal Coupler Lock offers superior security for virtually any coupler-style trailer. It fits 17/8-in., 2 in. and 25/16-in. couplers. Whatever trailer you’re towing, the tri-ball provides a perfect fit. That means one lock can be used on all of your trailers! The unique combination of the triple-ball insert and lasso lock provides enhanced security whether the trailer is hooked up or parked and left unattended.

877-287-8634 x2
www.curtmfg.com/universal-coupler-lock
PN: 23082

Runner-Up–Exterior Accessory Product

Go Rhino Big Country Truck Accessories
SRM 500 Roof Rack

The SRM500 Tubular Flat Roof Rack-Universal 55-in. Aluminum Roof Rack with Go Rhino Four Core crossbars for mounting accessories and securing gear. It has a flat design while the Four Core slotted crossbar design creates limitless opportunities for overhead cargo management, including use of overhead tents. Additional sizes available.

888-427-4466
www.gorhino.com
PN: 5935055T

Runner-Up–Exterior Accessory Product

TrailFX
Roof Rack for JEEP JL

The TrailFX Roof Rack System for the Jeep JL enhances the cargo capacity of the vehicle, carrying cargo up to 300 lbs. The rack is constructed with heavy-duty 2x.12-in. steel tubing with 1/4-in. brackets for secure mounting. All components are e-coated and powdercoated for maximum protection against rust and corrosion.

800-521-9999
www.trailfx.com
PN: JL012T

Winner–Interior Accessory Product

Speedway Motors
Omega Avant 6 Gauge Set Electric

Avant gauges from Omega are a call back to the elegant designs of the Art Deco ’30s. With dual-layered faces, era-correct lettering, perimeter lighting, and backlit, illuminated numbers, the gauges will add a sense of period-
correct class to any build. Despite their pre-war appearances, they feature the latest technology for perfect accuracy.

800-979-0122
www.speedwaymotors.com
PN: 91128362

Runner-Up–Interior Accessory Product

T.V.K. Industries Inc.
SURESHIFTER

Customized shift knobs with LED backlighting and gear-selection indicators. The new-and-improved remote sensor systems—either mechanically activated or connected directly to the vehicle CAN/bus system through the diagnostics port—make for simple installation.

707-886-5003
www.sureshifter.com
PN: SSM 1

Runner-Up–Interior Accessory Product

Dometic
Dometic CCF-T Center Console Refrigerator

The innovative Dometic CCF-T Center Console Refrigerator seamlessly integrates into the center console of a Ford pickup (’15–’20) or Expedition (’18–up). The robust features include an automotive-approved compressor with low noise and low-energy consumption, making it the ideal upgrade for a Ford pickup or Expedition.

574-294-2511 x4844
www.dometic.com/en-us/us/products/food-and-beverage/refr
PN: 9600012768

Winner–Merchandising Display

Go Rhino Big Country Truck Accessories
Go Rhino Point-of-Purchase Display Rack

A free-standing multi-display kit, the Go Rhino Free Standing Display can be used to mount any of Go Rhino Side Steps, Running Boards, Step Sliders and RC Bull Bars and Skid Plates. This versatile modular approach maximizes product offering options for retailers selling Go Rhino accessories.

888-427-4466
www.gorhino.com
PN: EX0300

Runner-Up–Merchandising Display

Quadratec Inc.
Quadratec Merchandising Promo Kit

Let your customers know you’re an authorized Quadratec dealer. Kit includes a 2x4-ft., vinyl Quadratec authorized dealer banner, authorized dealer door decal, counter mat, note pads and pens.

800-979-5857
www.quadratec.com/wholesale
PN: 99997.1005

Runner-Up–Merchandising Display

RaceDeck
RaceDeck Charred Oak Showroom & Garage Flooring

A RaceDeck Garage Flooring Charred Oak module measuring 18x18x1/2 in.

801-746-0143
www.racedeck.com
PN: VT18CHAR

Winner–Mobile-Electronics Product

Cedar Electronics-ESCORT/Cobra
ESCORT Redline 360c

We didn’t raise the bar. We shut it down. Introducing the Redline 360c, the new technical standard for driver-alert systems. Two times the range with 360° directional awareness and 100% stealth. Get ready to REDefine the road.

847-483-4749
www.escortradar.com
PN: 0100040-1

Runner-Up–Mobile-Electronics Product

AutoMeter
DashLink 2.0 With Late-Model Ford Enhanced PIDs

DashLink 2.0 lets you harness the quality of AutoMeter gauges on your smartphone or tablet in real time. Advanced hardware and software provides instantaneous information about how your vehicle is performing. Easy OBD-II plug-and-play installation makes for the fastest performance gauge installation available. Now featuring Ford enhanced PIDs through 2020.

815-895-8141
www.autometer.com
PN: 6036

Runner-Up–Mobile-Electronics Product

Energizer Holdings
Energizer Arc3 Lithium-iron Phosphate 300Wh, 350W Portable Power Station

Energizer Arc3 is a 300W Lithium-Ion Portable Power Station that allows you to power and charge devices such as Laptops four times, smartphones 25 times, CPAP machines three nights, TV three hours, etc. during a power outage or off-grid camping. Recharge your Arc5 with solar panels to provide endless outdoor power. A lightweight 9.2 lbs.

877-528-3772
www.energizergenerators.com
PN: ENRPWRSTNAAD

Winner–Off-Road/4-Wheel-Drive Product

Warn Industries Inc.
HUB Wireless Receiver and App

This state-of-the-art wireless control system allows you to operate your truck winch using the Bluetooth connection on your smart device. The IP68 waterproof HUB Wireless Receiver connects to your winch, and then our free custom-developed app for either iOS or Android communicates with the receiver via Bluetooth signal.

503-722-1200
www.warn.com
PN: 103945

Runner-Up–Off-Road/4-Wheel-Drive Product

ARB 4x4 Accessories
Air Compressor-Pressure Control Unit

ARB Pressure Control unit utilizes a smartphone app and pressure-control regulator valve to conveniently inflate and deflate tires. Ability to set the desired pressure using four customizable preset modes of your choice. Receive audible and vibration alerts to indicate when desired pressure is reached. Suits Android and iOS compatible devices.

425-264-1391
www.arbusa.com
PN: 830001

Runner-Up–Off-Road/4-Wheel-Drive Product

Westin/Superwinch
Overland Cargo Rack

Maximize the cargo space and storage capacity of your truck with an all-new Overland Cargo Rack from Westin. This multi-purpose bed rack “cargo-management system” allows for a wide variety of off-road and overland gear storage, such as off-road jacks, RotoPax gas cans, traction boards, shovels, rooftop tents, LED lighting and storage boxes.

800-345-8476
www.westinautomotive.com/images/eccm/broadcast/newproduct
PN: 51-10005

Winner–Packaging Design

TS Booster
TS Booster

Small, convenient size for counter, shelf or POP display. Installation instructions included on inside top lid for easy access and reading.

800-887-5030
www.tsbooster.com
PN: 1057932

Runner-Up–Packaging Design

All-Fit Automotive
All-Fit Rim Trim-V2

A top-arched, clear clamshell resembling the design of a wheel/rim. Meant to allow the customer to visualize a wheel with the added product while still providing acceptable packaging for major retail stores.

619-500-3669
www.allfitautomotive.com
PN: ALLFITRTV2

Runner-Up–Packaging Design

AERO Detail Products
AERO SHIELD FLIGHT Ceramic 6 PACK

The CERAMIC 6-Pack is the perfect way to keep your vehicle show-ready. Includes 16-oz. bottles of FLIGHT Ceramic Spray, SUDS, FINALE, IMMACULATE, VIEW and PROTECT. Also included are: one FLIGHT applicator, four 380 GSM VORTEX Microfiber towels, one 600 GSM VORTEX Microfiber towel, a custom AERO-embroidered travel bag and an AERO brochure.

800-337-9274
www.aerodetailproducts.com
PN: 6751

Winner–Performance-Racing Product

AEM Performance Electronics
PDU-8 Power Distribution Module

The AEM PDU-8 controls switched devices on EVs using a VCU or on combustion engine race cars using an Infinity ECU. Our 8-Channel Power Distribution Unit provides CAN-directed switched power to the various systems by receiving its commands directly from a vehicle control unit, eliminating having to create complicated logic programming in each PDU.

310-484-2322
www.aemev.com/products/power-distribution-unit-pdu-8
PN: 30-8300

Runner-Up–Performance-Racing Product

Performance Electronics
Dual Channel PE-Wideband O2 Kit

The Dual Channel PE-Wideband 02 Kit allows you to monitor live air-fuel ratios on both banks of your engine from your smartphone, without gauges! The kit includes two PE Wideband Controllers with O2 sensors, bungs and one 6-ft. O2 sensor extension cable. Installation is easy with only two wires to connect. The free app is available on iOS and Android.

513-777-5233
www.pe-ltd.com
PN: 50070105

Runner-Up–Performance-Racing Product

Performance Electronics
PE3-IG8 Ignition Controller

Control the ignition on your carbureted or mechanically injected engine directly from your smartphone with the PE3-IG8 ECU. It features Bluetooth connectivity, data logging and control for up to eight ignition coils. The smartphone app is available for iOS and Android devices for complete control of your engine without having to connect to a laptop.

513-777-5233
www.pe-ltd.com

Runner-Up–Performance-Street Product

Red Roberts Inc. dba Driveline Component Co.
ACCUVALVE

Accumulator valve allows for adjusting the hydraulics so the pedal can disengage the clutch lower on the pedal. This doesn’t give the pedal more throw for disengagement. Small and compact, it can fit inline or mount to the end of the master cylinder. It can accommodate AN3 lines or AN4 lines.

714-651-0829
www.redrobertsinc.com

Winner–Performance-Street Product

DashLogic
SensorTap IAT/Baro Relocation Module

The SensorTap Relocation Module allows relocation of the IAT and/or Baro sensors on GM vehicles with a four-wire MAF. Now you can move your IAT further down the air tract for better accuracy when using water/methanol injection, or put it within the manifold for supercharged applications. Blow-through boosted setups can breakout the Baro sensor as well.

801-709-6300
www.dashlogic.com
PN: STB75CL

Runner-Up–Performance-Street Product

Edelbrock Group
Powerhouse Retainer Degree Gauge Tool

Quickly and easily identify the valve retainer degree to avoid mismatching parts that could lead to disastrous valve failure. Manufactured in the U.S.A. from high-quality aluminum. Anodized and laser etched for durability and visibility.

901-260-8256
www.powerhouseproducts.com
PN: POW352005

Winner–Powersports Product

Mickey Thompson Tires & Wheels
Baja Pro X

Offered in six sizes to fit side-by-side powersports machines, the Mickey Thompson Baja Pro X UTV can be used for rock bouncing, rock crawling, mud bogging or just showing off. Features a sticky compound that provides ultimate grip on hard surfaces, Dual Decoupling Grooves for flexibility, massive Sidebiters for ultimate grip. Off-road use only.

330-928-9092
www.mickeythompsontires.com

Runner-Up–Powersports Product

Brandmotion
SummitView UTV Dual 1080p Camera System With High Definition 7-in. DVR Monitor SUTV-2020

Tear up the trails safely with the SummitView UTV System! A must-have off-roading backup system easily mounts to the rear of any off-road vehicle. It is helpful for backing up on tight trails and is equipped with infrared technology for nighttime vision. The 7-in. display monitor offers a rollcage bracket that can fit any standard rollcage.

734-619-1250
www.brandmotion.com
PN: SUTV-2020

Runner-Up–Powersports Product

Wehrli Custom Fabrication
’19–’20 Honda Talon Two- or Four-Seat X/R Front Bumper, Without Fair Lead Mount

Performance front bumper for ’19+ Honda Talon 1000X/R. Made in U.S.A. from 1.75-in. OD DOM tube. Fully TIG-welded construction features HD mounting tabs and an optional winch fairlead mount. Form-fit, high-clearance design provides maximum tire exposure and improved approach angles without sacrificing headlight and plastics protection. Custom powdercoat finish.

630-277-8239
www.wcfabsxs.com
PN: WCF102001

Winner–Street Rod/Custom Car Product

FRI Exhibits/Flaming River Industries
Microsteer Electric Power Steering With Speed Sensor

Microsteer Electric Power Assist Kit with Speed Sensor is now available. Kit also includes wire harness, waterproof ECU and potentiometer in the event you prefer manual control. The Microsteer provides electric power assist to your manual system for your driving comfort. Ideal for custom and classic vehicles.

800-648-8022
www.flamingriver.com
PN: FR40200KT

Runner-Up–Street Rod/Custom Car Product

Speedway Motors
LS Swap Radiator Hose Adapter

This adapter makes quick work of several LS swap radiator hose issues with one simple piece. It features one 1.25-in. end to match the water pump outlet, one 1.5-in. end to match the upper radiator inlet, an integrated streamlined 1/4-in. 90° hose barb fitting for the steam line, and a black finish to blend in with radiator hoses.

800-979-0122
www.speedwaymotors.com
PN: 91717629

Runner-Up–Street Rod/Custom Car Product

Vintage Air Inc.
FrontRunner for the LT1 and LS

New FrontRunner accessory drive. A356-T6 USA cast housing incorporates accessory mounting provisions. Compact design with side and bottom heater fitting ports. Low-profile housing provides throttle-body clearance without a wedge spacer. Includes a billet, cartridge water pump, a balancer, pulleys, a compressor, a 170-amp alternator and a power steering pump.

800-862-6658
www.vintageair.com
PN: 175037

Winner–Tire and Related Product

Mickey Thompson Tires & Wheels
Baja Boss A/T Hybrid All-Terrain Tire

The all-new Baja Boss A/T hybrid all-terrain tire in a variety of sizes to fit 16-, 17- 18-, 20-, 22- and 24-in. wheels, blends Extreme Sidebiters for a bold look and serious grip with an all-new silica-reinforced compound providing long-wear, all-weather performance and cut-/chip-resistance. Includes a 50,000-mile treadwear warranty, 3PMS on most sizes.

330-928-9092
www.mickeythompsontires.com

Runner-Up–Tire and Related Product

Bartec USA
Tech600Pro

The wireless capacities of the Tech600Pro make it one of the fastest tools available in North America. TPMS relearns take just seconds! Connect the wireless VCI to the OBD-II port and in mere seconds the make, model and year are detected and decoded, and the tool ready for action. The graphical user interface makes the Tech600Pro very easy to learn and operate!

586-685-1300
www.bartecusa.com
PN: WRT600PRO

Runner-Up–Tire and Related Product

ATEQ TPMS Tools
Quickset X Summer/Winter Tire Reset Tool

The ATEQ Quickset X TPMS Reset Tool is designed to scan vehicle sensors and reset the TPMS system. The Quickset X is the successor to the well-known Quickset TPMS reset tool. The tool can be used for swapping summer/winter tires, resetting a TPMS system after programming new sensors or after rotating tires.

734-838-6119
www.ateq-tpms.com
PN: QUICKSETX

Winner–Tools and Equipment Product

Colourlock North America
Colourlock Scanner

The ColourScannerPRO is a very compact, Bluetooth-tethered tool for formula selection, which enables you to scan leather colors and immediately view fitting formula suggestions—making color mixing a breeze. The device comes calibrated by us with our up-to-date formula database, containing more than 500 formulations. We are aiming for 5000.

+44-7739579694
www.colourlock.com

Runner-Up–Tools and Equipment Product

Beta Tool USA
Beta Tools C27 S-Green Folding Tool Cart

Collapsible tool trolley with folding columns made for effortless transport. Two drawers with ball-bearing slides for two-way opening. Large lower compartment. Thermoplastic worktop with six built-in tool trays. Centralized locking system. Two fixed castors. Two steering castors with brake. Sheetmetal frame.

717-449-5044
www.betatoolsusa.com
PN: 27000308

Runner-Up–Tools and Equipment Product

CollisionRepairTools.com
ASTRA PowerLIFT & Move

ASTRA PowerLIFT & Move mobile scissor-lift combination dolly is an amazing piece of equipment that really proves valuable. In a dealership/service center, lifting the vehicle up off the ground has many benefits. For collision repair centers for minor detrimming, measuring, inspecting, reassembly, minor body work or for detailers.

949-945-2163
www.astra123.com
PN: A-ASTRA-AE500R

Winner–Van/Pickup/Sport-Utility Product

Tire Stickers
Cerebrum Boost-Smart Tire Sensor Solution

The first aftermarket tire sensor capable of measuring advanced tire analytics, including pressure, temperature and tread depth. Cerebrum was released in 2019 and now features load measurement—ideal for trucks, RVs and fleets. Cerebrum sensors can connect to most wireless receivers and analytics are available in the mobile app and cloud for telematics.

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

Runner-Up–Van/Pickup/Sport-Utility Product

Warn Industries Inc.
WARN Ascent XP Bumpers

WARN Ascent XP bumpers have the rugged protection and off-road style of a welded bumper without a winch mount. Instead, Ascent XP lets you install a light bar into the bumper while providing an aggressive style and extra protection. Includes a welded-on grille guard tube, light ports and a powdercoated finish. Available for Ford and Chevy trucks.

503-722-1200
www.warn.com
PN: 107290

Runner-Up–Van/Pickup/Sport-Utility Product

AutoMeter
’95–’98 Chevy Truck InVision Dash

The new lnVision Digital Dash provides a direct-fit solution for ’95–’98 Chevy trucks. Monitor the speedometer, tachometer, fuel level, oil pressure, water temperature and volts all in one place. The lnVision Digital Dash features a 12.3-in. LCD display with three user-selectable displays and a remote-mount joystick for easy programming.

815-895-8141
www.autometer.com
PN: 7006

Winner–Wheel and Related Product

Forgeline Motorsports
F01 Flow Formed Wheel

With decades of engineering race wheels, we’ve taken this expertise and dedicated years to developing the best out-of-the-box, high-quality, flow-formed, performance-street wheel that is both budget- and time-friendly. It is also 100% Forgeline-designed and -engineered! Currently available for Gen 5 and 6 Camaros, Porsche 991, and C6, C7 and C8 Corvettes.

800-886-0093
www.forgeline.com
PN: F01

Runner-Up–Wheel and Related Product

Design Infini
Drifz D09

Drifz D09 is a flow-form wheel that is designed to be lightweight. Drifz D09 wheel will be available in 18x9.5 in two finishes: satin black and graphite.

714-990-2233
www.drifz-wheels.com
PN: D09

Runner-Up–Wheel and Related Product

BBS of America
BBS CI-R Bronze Anniversary Edition

The 50th Anniversary Edition Bronze CI-R is a flow-formed, Y-spoke design with back-milled spokes. The anniversary edition features the patented BBS stainless steel rim protector in black with a custom center cap. Curb rashes are not a problem for the CI-R wheels.

770-967-9848
www.bbs-usa.com
PN: CI-R n

SEMA News—January 2021

EVENTS

By Mike Imlay

Innovation and Excellence

SEMA Hall of Fame Industry Awards Ceremony Highlights SEMA Week

The annual celebration of industry excellence always marks a SEMA Week high point, no matter the venue. With SEMA360 bridging the gap left by a canceled 2020 SEMA Show, the 2020 SEMA Awards ceremony premiered online at the SEMA YouTube channel on Thursday evening, November 5. Emcee’d by automotive media personalities Jarod DeAnda and Kevin Oeste and featuring a musical band, the event struck an inspirational tone as the association honored the industry leaders, legends and innovators who shined amid a challenging year.

“We’re breaking some new ground with our format tonight, and though we really wish we could see you all in person, we think you’re going to dig what we have in store for you,” DeAnda said as he and Oeste opened the ceremonies. “This industry has been through tough times before. We have met each and every challenge with the grit and tenacity that defines our industry—always coming out the other side forged by our passion, our determination and our community.”

Oeste underscored the theme: “Tonight is about celebrating you—our community, leaders and trailblazers who make our industry the best in the world.”

With that, the two hosts handed the stage off to SEMA Chairman of the Board Tim Martin and SEMA President and CEO Chris Kersting, who together addressed the event’s global audience.

Welcoming participants to the event, Martin noted: “Many things have been different this past year, but one extraordinary thing has not changed. Despite the challenges and interruptions of COVID-19, certain individuals and companies in our SEMA world have continued to step up to make important contributions and impact. Ordinarily, the SEMA Awards Banquet in Las Vegas is our chance to spotlight these outstanding contributors. All are deserving of our appreciation, and this year we weren’t going to let COVID-19 deny any of them the recognition they deserve.”

“SEMA members have been exemplary in adapting to the challenges that 2020 has served up, and tonight is no different,” Kersting emphasized. “Instead of being at the awards banquet in Las Vegas, many of our honorees have gathered family and friends in their homes to share this special celebration. In some ways, this virtual event may be even better than a normal year, because lots of folks can’t always make it out to Las Vegas.

“These are folks who have rallied to accomplish a great deal, even when ‘normal’ business conditions are anything but, and demands in so many other aspects of their lives have increased.”

SEMA Hall of Fame Inductees

First to be recognized was the 2020 Class of SEMA Hall of Fame inductees, which included Rich Barsamian, Jack Chisenhall, John Gaines and Joe St. Lawrence. Although the four were named to the Hall of Fame in July, the awards ceremony introduced their achievements to a much wider industry audience.

Rich Barsamian has been actively volunteering and helping to improve the industry since he joined the Young Executives Network (YEN) in 1995. He helped bring many educational programs to SEMA members and worked tirelessly as an ambassador to help grow SEMA membership. Over the years, Barsamian earned numerous recognitions for his continued work in the automotive aftermarket, including SEMA Person of the Year in 2014, and he exemplifies the SEMA Hall of Fame criteria with regard to professionalism, dignity, integrity, stature and growth of the industry.

Jack Chisenhall is credited with making climate-control systems accessible by founding the Vintage Air company in San Antonio, Texas, and he also helped create what is now the Hot Rod Industry Alliance, among other innovations and contributions. His work made enthusiast cars more comfortable and easier to drive, and that meant more miles logged behind the wheel, more money spent on modifications, and more time wrenching, driving, building and enjoying the vehicles. His influence was a cultural shift and a true game-changer.

John Gaines was an early pioneer in automotive specialty-equipment warehouse distribution. His company, G&M Performance Parts, was one of the first of its kind in the automotive aftermarket. Gaines’ distributorship was one of the first in the country to utilize a fleet of vehicles to distribute product directly to local speed shops, truck accessory stores, car dealerships and machine shops, creating a much quicker and more streamlined process from manufacturer to end user. Gaines is credited with forward thinking early on that helped many manufacturers grow to where they
are today.

Joe St. Lawrence started RTM, the industry’s first production company for auto how-to shows in the mid-’80s. He created PowerBlock, television’s first two-hour auto-themed block featuring how-to shows that introduced SEMA-member products to million of viewers. St. Lawrence’s shows sparked parts buying on Monday and gave do-it-yourselfers the confidence to bolt on aftermarket parts and customize their vehicles. He introduced broad audiences to cool cars and helped change the image of the backyard mechanic into a tool-wielding expert.

After brief interviews with the Hall of Fame inductees, DeAnda and Oeste turned to the annual industry awards portion of the ceremonies. For 2020, there were four categories: Gen-III Innovator of the Year, Manufacturer of the Year, the Chairman’s Service Award, and the SEMA Person of the Year. The honorees in the first three categories follow below. Myles Kovacs, co-founder of DUB magazine, was named Person of the Year and will be profiled in next month’s issue of SEMA News.

Gen-III Innovator of the Year: Brendan McGrath

A GEN-III Innovator is defined as an industry individual under the age of 40 who is making breakthroughs in new products, new approaches to business, or trendsetting achievements. Nominees for the award must demonstrate truly innovative thinking that helps lead the industry forward. Awardees are selected by a panel of SEMA Board members and YEN representatives.

The 2020 honor went to Brendan McGrath, CEO of the relatively new-on-the-scene Dyme Performance Systems Inc. McGrath’s innovation brought to market the Dyme Rattlesnake toolkit—a revolutionary new system for designing, ordering and receiving crimped and fully tested high-performance hose assemblies. The product has already demonstrated its engineering and cost-saving potentials to racers, builders and a wide variety of other automotive creators.

Justin Hartenstein, Oracle Lighting director of product innovation, and Matt Kossoff, founder and owner of The Retrofit Source, were finalists for Gen-III honors.

Manufacturer of the Year: Redline Detection

The Manufacturer of the Year award celebrates a specialty-equipment manufacturer demonstrating exceptional performance working with warehouse distributors, manufacturers’ reps and others in the retail community. In addition, the honoree shows leadership within both the overall industry and its aftermarket segment through its high standards in business practices, innovation and customer satisfaction.

For 2020, the award went to Redline Detection, manufacturer of a highly regarded line of professional leak-detection diagnostic equipment. Located in Orange, California, the family-owned company is also known for supporting community causes as well as working to help technicians to grow their businesses in developing countries around the world.

Advanced Clutch Technology and AEM Performance Electronics were finalists for the award.

Chairman’s Service Award: Jeffrey L. Thompson

The SEMA Chairman’s Service Award is not presented annually but at the discretion of the SEMA Chairman of the Board to honor outstanding service to the association and the entire specialty-equipment industry. For 2020, SEMA Chairman of the Board Tim Martin recognized Jeffrey L. Thompson for a lifetime of service—much of it quietly and behind the scenes—that has made a dramatic impact through a number of important initiatives.

In the ’90s, Thompson established capable oversight of SEMA’s financial reserves by forming the SEMA Investment Committee. He then went on to provide that committee with leadership and guidance up to the present day, helping to build a solid financial foundation for the association that ensures its continuity even in the most difficult times.

With his strong background in commercial real estate development, Thompson also assisted SEMA in the early ’00s with the planning and ground-up construction of the building that today has become the SEMA Garage & Product Development Center. Then, in 2012, he worked closely with SEMA leadership on the acquisition of the PRI Trade Show.

Wrapping up the evening’s festivities, DeAnda commented: “This has been such a cool celebration of so many amazing people. It’s truly an honor to be part of an industry alongside these leaders and legends—and to be part of this big family.”

Oeste agreed, adding: “While this year’s celebration was nontraditional, it was still very special. And to everyone in the audience: Keep pressing forward, keep innovating, keep building, keep pushing the boundaries, and turn it up!”

See the Celebration on YouTube

The SEMA Hall of Fame Industry Awards Ceremony went online for 2020, breaking new ground with its November 5 premier on the SEMA YouTube Channel. Welcoming event participants, SEMA Chairman of the Board Tim Martin (left) and SEMA President and CEO Chris Kersting emphasized the industry’s determination, innovation and accomplishment in an unusual year.

Video of the 2020 SEMA Awards celebration can be viewed on the SEMA YouTube Channel at www.youtube.com/sema.

Council and Network Awards

Each year, SEMA’s councils and networks recognize members whose volunteerism and achievement help advance their specific industry segment. During SEMA Week, these award winners were announced through the SEMA360 council and network pages, which also featured recorded interviews with the recipients. The honorees included the following:

SEMA Businesswomen’s Network (SBN)

• SheIsSEMA Woman of the Year: Jenna Jefferies, SEMA Cares Committee Member
• Jessi Combs Rising Star Award: Sydney McQueary, University of Cincinnati—Main Campus
• Truck and Off-Road Alliance (TORA) Hall of Fame: Henry “Tyson” Leonard (posthumous), Represented by Tracy Goss, Leonard Truck Accessories
• TORA Retailer of the Year: Tara Thompson, Dixie 4 Wheel Drive

Young Executives Network (YEN)

• YEN Vanguard Award: Brian Reese, The Retrofit Source
• YEN Young Executive of the Year: Thomas Harrell, AllPro Distributing

 

SEMA News—January 2021

BUSINESS

SEMA Market Research Reports That American Consumers Are Moving Beyond COVID-19

Charting Consumer Optimism

By Mike Imlay

Image

As aftermarket businesses enter the new year, the state of the American economy will be closely watched for sales and market planning. Fortunately, the latest SEMA research indicates considerable good news on the consumer front. In its recently released “State of the American Consumer” report, the SEMA market research department sees many positive signs that consumers are beginning to move past the COVID-19 hit the economy took in spring 2020.

Now available for download, the report is the second in a quarterly series that combines data from multiple sources to present a detailed picture of consumer sentiment and buying habits. Sources include economic data from the Federal Reserve, the Bureau of Economic Analysis and other governmental sources, as well as ongoing consumer research performed by the University of Michigan and such consulting firms as Deloitte and McKinsey & Company.

Image

“There is a ton of data out there,” said SEMA Research Manager Kyle Cheng, the report’s lead analyst. “One of the things we wanted to do with this report was aggregate everything in one place so that people could see it.”

“Last year was obviously a year of disruption on businesses and supply chains,” added Gavin Knapp, SEMA director of market research. “There has been disruption in people’s jobs and also in where people can shop, where they can go, and other restrictions. What we want to do with these reports is take some snapshots and see where we are in the moment, as much as possible, and compare that to where we came from.

“The media often portrays things in a certain way. We actually pull out the real data that exists about the trends in consumer behavior that we’re seeing right now, at this time, that we believe can help businesses understand how consumers are likely to behave. Businesses can see the trends not only across our sector but in others as well as they try to sell or market their products.”

In a nutshell, both Cheng and Knapp believe that the latest data show consumers adapting and finding workarounds for the various disruptions imposed by the pandemic. The following are some of the report’s key takeaways.

Image

Consumer Driving Is Up

First and perhaps foremost for the aftermarket, the data shows that consumer vehicle use has risen steadily despite recent shutdowns. Public data from sources such as Apple indicate that driver map requests are up, along with actual miles driven. Moreover, surveys reveal that consumers prefer their personal automobiles to all other forms of public transportation. This is in part due to the sense of safety that personal automobiles provide over buses, trains and planes. Consumers are also increasingly using their vehicles not only for errands and city commuting but also for longer road trips
and getaways.

“When the country locked down in early March, people just stopped driving,” Cheng explained. “Then people started requesting more directions to drive to places as things started opening up, and the numbers bounced back. Today, those numbers are noticeably higher, which is a positive sign for our industry.”

Image

Consumers Are Spending Again

Retail spending is rebounding, thanks in part to healthy purchasing patterns in the automotive and related parts sectors.

“Retail spending is just as good if not better than where it was in 2018,” Chen observed. “Surprisingly, spending at motor-vehicle parts dealers was one of the biggest spikes. It’s obviously a good sign, and I think it shows people figuring out ways to get back to what they normally do.”

Knapp added that restrictions on dining, entertainment and other activities contributed to consumers spending more time and money on vehicle upgrades and accessorizing. Still, the overall economy also appears poised for rebound beyond the automotive sector, with consumers already spending at pre-COVID-19 levels.

“If we think back to our last recession, that was created by economic factors,” Knapp said. “But this downturn wasn’t created by economic factors. This was created by an outside medical issue, so people seem to be less wary and really more ready to just get back to the things that they know and like to do rather than worrying so much about the economics and holding back on spending.”

Image

Consumers Are Simultaneously Saving

Paradoxically, while unemployment remains high, people are not only spending money but also managing to pad their savings reserves as well. In fact, they have more discretionary income than ever. Surprisingly, only 13% of consumers reported drawing on savings or running into debt in the pandemic as of fall 2020.

“This is completely opposite of what you would think based on what the media was saying,” Cheng said. “Something like 63% of people are saving at least a little money, and that sometimes means they’re not spending money, so that’s something we want to keep an eye on. It might just be a reflection of thinking the economy right now is not the greatest and putting a little money aside, but the fact that people have money is a positive indicator.”

Image

Consumers Are Optimistic

Although consumer confidence dipped in spring 2020 amid initial uncertainty, it has since climbed back. By the last quarter of 2020, a majority of consumers reported that they were just as well off if not better off economically than in the prior year. Now, armed with greater disposable income, they are also generally optimistic about the future once they can put the pandemic behind them.

“There aren’t many people who think the economy today is better than it was in 2019, but when the University of Michigan asked people about 2021, most people were optimistic,” Cheng explained. “Technically, we have more money as consumers today than we did for the last two decades. Obviously, the federal stimulus bumped that up a lot, but consumers are in a pretty good position and are optimistic about the future. We’ll have to keep an eye on what happens over the next six months, but we hope that once everything starts to get better, we won’t be in a drawn-out recovery.”

Image

Buying Habits Have Noticeably Shifted

While value and price remain important factors in making purchasing decisions, consumers were giving greater weight to availability as of fall 2020. In addition, they showed increased flexibility toward trying new retailers or brands when their favored outlets and products were short of stock—meaning that consumer loyalty was especially up for grabs. While it will be interesting to see if those emerging patterns persist, they present aftermarket brands and businesses with a real opportunity to win over new customers for now.

“The virus has disrupted a lot of channels, so availability is really important,” Cheng explained. “Obviously, volume, price and other factors are always important, but when we looked at the data, never before have availability and ease of access popped to the top so much.”

“For a long time in our society, we’ve been going through this great big growth period where there are thousands of products on the shelf and you just come through and find the one whose packaging you like,” Knapp added. “The pandemic brought a disruption where people were going into stores, even looking online, and being unable to find the exact brand or the exact model of a product they were looking for, but that didn’t keep people from doing what they wanted to do. It just forced people to adapt, to try some new products and try new stores or channels for the products they want so they can continue doing whatever they want to do.”

New-Vehicle Sales Are Climbing

Not only are new-vehicle sales trending upward after slowing in spring 2020, but also the number of consumers who believe that the time is right for a new car is growing as well.

“As the country locked down in March, April and May, the auto industry was hit pretty hard with factory closures, and that had an effect,” Cheng said. “People weren’t buying cars, but that quickly bounced back once things opened. We saw the auto industry up by 1.34 million cars in September. That’s a lot of cars—higher than in August 2020, obviously, but even higher than in September 2019. People are returning to car dealerships, and if you look at sales projections, most economists think that we should be back to where we were before within the next two or three years.”

Image

Indicators Point to a Quick Recovery

Ultimately, the SEMA “State of the American Consumer” report offers aftermarket businesses clarity about consumer trends that can help them adapt to the new normal of the current marketplace. For example, by knowing exactly how supply-chain disruptions are affecting consumer sentiment and buying habits, businesses can invest in addressing the key concerns of consumers at the moment: inventory availability, value and quality. But perhaps the report’s greatest takeaway is an imminent wave of opportunity that aftermarket businesses can begin to leverage now.

“COVID-19 had a huge effect on a lot of businesses, but it was a fairly deep and short-lived spike,” Knapp observed. “Consumers have now figured out ways to get back into their lives, buying the products they need and doing the things they love to do—one of them being accessorizing and modifying their vehicles.”

The latest SEMA “State of the American Consumer” report is available for free download at www.sema.org/market-research.

Get the Full Report

SEMA News—January 2021

BUSINESS

SEMA Market Research Reports That American Consumers Are Moving Beyond COVID-19

Charting Consumer Optimism

By Mike Imlay

Image

As aftermarket businesses enter the new year, the state of the American economy will be closely watched for sales and market planning. Fortunately, the latest SEMA research indicates considerable good news on the consumer front. In its recently released “State of the American Consumer” report, the SEMA market research department sees many positive signs that consumers are beginning to move past the COVID-19 hit the economy took in spring 2020.

Now available for download, the report is the second in a quarterly series that combines data from multiple sources to present a detailed picture of consumer sentiment and buying habits. Sources include economic data from the Federal Reserve, the Bureau of Economic Analysis and other governmental sources, as well as ongoing consumer research performed by the University of Michigan and such consulting firms as Deloitte and McKinsey & Company.

Image

“There is a ton of data out there,” said SEMA Research Manager Kyle Cheng, the report’s lead analyst. “One of the things we wanted to do with this report was aggregate everything in one place so that people could see it.”

“Last year was obviously a year of disruption on businesses and supply chains,” added Gavin Knapp, SEMA director of market research. “There has been disruption in people’s jobs and also in where people can shop, where they can go, and other restrictions. What we want to do with these reports is take some snapshots and see where we are in the moment, as much as possible, and compare that to where we came from.

“The media often portrays things in a certain way. We actually pull out the real data that exists about the trends in consumer behavior that we’re seeing right now, at this time, that we believe can help businesses understand how consumers are likely to behave. Businesses can see the trends not only across our sector but in others as well as they try to sell or market their products.”

In a nutshell, both Cheng and Knapp believe that the latest data show consumers adapting and finding workarounds for the various disruptions imposed by the pandemic. The following are some of the report’s key takeaways.

Image

Consumer Driving Is Up

First and perhaps foremost for the aftermarket, the data shows that consumer vehicle use has risen steadily despite recent shutdowns. Public data from sources such as Apple indicate that driver map requests are up, along with actual miles driven. Moreover, surveys reveal that consumers prefer their personal automobiles to all other forms of public transportation. This is in part due to the sense of safety that personal automobiles provide over buses, trains and planes. Consumers are also increasingly using their vehicles not only for errands and city commuting but also for longer road trips
and getaways.

“When the country locked down in early March, people just stopped driving,” Cheng explained. “Then people started requesting more directions to drive to places as things started opening up, and the numbers bounced back. Today, those numbers are noticeably higher, which is a positive sign for our industry.”

Image

Consumers Are Spending Again

Retail spending is rebounding, thanks in part to healthy purchasing patterns in the automotive and related parts sectors.

“Retail spending is just as good if not better than where it was in 2018,” Chen observed. “Surprisingly, spending at motor-vehicle parts dealers was one of the biggest spikes. It’s obviously a good sign, and I think it shows people figuring out ways to get back to what they normally do.”

Knapp added that restrictions on dining, entertainment and other activities contributed to consumers spending more time and money on vehicle upgrades and accessorizing. Still, the overall economy also appears poised for rebound beyond the automotive sector, with consumers already spending at pre-COVID-19 levels.

“If we think back to our last recession, that was created by economic factors,” Knapp said. “But this downturn wasn’t created by economic factors. This was created by an outside medical issue, so people seem to be less wary and really more ready to just get back to the things that they know and like to do rather than worrying so much about the economics and holding back on spending.”

Image

Consumers Are Simultaneously Saving

Paradoxically, while unemployment remains high, people are not only spending money but also managing to pad their savings reserves as well. In fact, they have more discretionary income than ever. Surprisingly, only 13% of consumers reported drawing on savings or running into debt in the pandemic as of fall 2020.

“This is completely opposite of what you would think based on what the media was saying,” Cheng said. “Something like 63% of people are saving at least a little money, and that sometimes means they’re not spending money, so that’s something we want to keep an eye on. It might just be a reflection of thinking the economy right now is not the greatest and putting a little money aside, but the fact that people have money is a positive indicator.”

Image

Consumers Are Optimistic

Although consumer confidence dipped in spring 2020 amid initial uncertainty, it has since climbed back. By the last quarter of 2020, a majority of consumers reported that they were just as well off if not better off economically than in the prior year. Now, armed with greater disposable income, they are also generally optimistic about the future once they can put the pandemic behind them.

“There aren’t many people who think the economy today is better than it was in 2019, but when the University of Michigan asked people about 2021, most people were optimistic,” Cheng explained. “Technically, we have more money as consumers today than we did for the last two decades. Obviously, the federal stimulus bumped that up a lot, but consumers are in a pretty good position and are optimistic about the future. We’ll have to keep an eye on what happens over the next six months, but we hope that once everything starts to get better, we won’t be in a drawn-out recovery.”

Image

Buying Habits Have Noticeably Shifted

While value and price remain important factors in making purchasing decisions, consumers were giving greater weight to availability as of fall 2020. In addition, they showed increased flexibility toward trying new retailers or brands when their favored outlets and products were short of stock—meaning that consumer loyalty was especially up for grabs. While it will be interesting to see if those emerging patterns persist, they present aftermarket brands and businesses with a real opportunity to win over new customers for now.

“The virus has disrupted a lot of channels, so availability is really important,” Cheng explained. “Obviously, volume, price and other factors are always important, but when we looked at the data, never before have availability and ease of access popped to the top so much.”

“For a long time in our society, we’ve been going through this great big growth period where there are thousands of products on the shelf and you just come through and find the one whose packaging you like,” Knapp added. “The pandemic brought a disruption where people were going into stores, even looking online, and being unable to find the exact brand or the exact model of a product they were looking for, but that didn’t keep people from doing what they wanted to do. It just forced people to adapt, to try some new products and try new stores or channels for the products they want so they can continue doing whatever they want to do.”

New-Vehicle Sales Are Climbing

Not only are new-vehicle sales trending upward after slowing in spring 2020, but also the number of consumers who believe that the time is right for a new car is growing as well.

“As the country locked down in March, April and May, the auto industry was hit pretty hard with factory closures, and that had an effect,” Cheng said. “People weren’t buying cars, but that quickly bounced back once things opened. We saw the auto industry up by 1.34 million cars in September. That’s a lot of cars—higher than in August 2020, obviously, but even higher than in September 2019. People are returning to car dealerships, and if you look at sales projections, most economists think that we should be back to where we were before within the next two or three years.”

Image

Indicators Point to a Quick Recovery

Ultimately, the SEMA “State of the American Consumer” report offers aftermarket businesses clarity about consumer trends that can help them adapt to the new normal of the current marketplace. For example, by knowing exactly how supply-chain disruptions are affecting consumer sentiment and buying habits, businesses can invest in addressing the key concerns of consumers at the moment: inventory availability, value and quality. But perhaps the report’s greatest takeaway is an imminent wave of opportunity that aftermarket businesses can begin to leverage now.

“COVID-19 had a huge effect on a lot of businesses, but it was a fairly deep and short-lived spike,” Knapp observed. “Consumers have now figured out ways to get back into their lives, buying the products they need and doing the things they love to do—one of them being accessorizing and modifying their vehicles.”

The latest SEMA “State of the American Consumer” report is available for free download at www.sema.org/market-research.

Get the Full Report

SEMA News—January 2021

BUSINESS TECHNOLOGY

By Douglas McColloch

SEMA Garage Gets Updated Scanning Capability

Each year, SEMA members introduce thousands of cutting-edge tools and accessories designed to add enjoyment to vehicle ownership. While some have universal fitments, many have model-specific applications that require significantly more research and development (R&D).

The SEMA Garage provides SEMA-member companies with access to the latest technology, tools and services, as well as a team of engineers to help product developers bring their innovations to market quickly and efficiently.

The 15,000-sq.-ft. facility offers a variety of services, including a two-bay garage equipped with vehicle lifts and tools for product test fitment, R&D and installation; an emissions lab dedicated to all aspects of emissions compliance, including preparation of California Air Resources Board (CARB) Executive Order (EO) applications, lab testing and interactions with CARB/U.S. Environmental Protection Agency on behalf of SEMA members; a staff of engineers dedicated to the management and distribution of OEM CAD data directly to aftermarket parts manufacturers; two Stratasys 3-D printers capable of outputting more than 10 different types of plastic-based rapid prototypes in various applications; two 3-D scanners—a FARO ScanArm and a handheld ARTEC Leo—that are capable of digitizing physical products for CAD design; and a training center with the capacity for hosting 100 people for new product reveals and other functions.

While SEMA already offers a variety of R&D and technical-support initiatives through SEMA Garage, the organization is always looking for ways to improve its services to stay abreast of the rapid changes in automotive technologies and to better respond to the evolving needs of its member companies. We recently spoke with Luis Morales, SEMA Garage mechanical engineer, to review some of the upgrades and to explain how member companies can best utilize them to their advantage. What follows has been edited for clarity and length.

SN: Tell us about some of the new developments that have taken place this year in the SEMA Garage and about some of the technological upgrades.

LM: I’d like to focus on the 3-D scanning technologies that we’ve brought onboard. First, we’ve improved our 3-D scanning service by bringing in new technology. Before, we used to operate only a FARO edge scan arm. It’s a stationary system, so it’s on a tripod—meaning that it can only reach as far as the arm’s length, which was 9 ft. at the time. Then you would have to move the arm around the vehicle to capture the entire vehicle, for example.

Now we have upgraded that arm to what is known as the FARO Quantum M FaroArm v2, and this model has an 11.5-ft. measurement range, so we have increased the range that we can extend the arm itself, and it still holds an accuracy of three thousandths of an inch. This is what we use to help our members either reverse-engineer a product that they have developed in the past and they have no digital reference to, or we can use this arm to reverse-engineer mounting areas on an existing vehicle for somebody to develop a product. We can also use it to digitize the entire exterior of a vehicle, and we do that for many members who are making body kits, roof racks, interiors and such. So for starters, we have upgraded our FARO-branded equipment.

In addition to that, we have expanded our capabilities by introducing a new system known as the ARTEC Leo from ARTEC 3D Systems. It’s a handheld unit, and it’s basically a scanner with a camera in front of it. With that unit, you can walk around an entire vehicle and not have to worry about mounting it anywhere.

SN: Why not just use the ARTEC instead of the FARO arm? It sounds simpler and more convenient.

LM: As with anything else, there’s a give and take. In this case, the FARO has an accuracy of three thousandths of an inch, which is great. The ARTEC Leo, being capable of capturing larger objects at a much faster rate, has an accuracy of eight thousandths of an inch. However, with the ARTEC Leo, you can capture a scanning frame of 21/2 x 11/2 ft. in a single pass. That’s huge compared to what the FARO can do, but again, you sacrifice size versus accuracy. Nonetheless, we always work with our members to find out what their needs are, and if higher accuracy is something that they’re looking for, we’ll use the FARO arm. If size is a priority over accuracy, we’ll use the ARTEC.

Also, with the ARTEC Leo we can travel to different member facilities across the country when possible and help them out. It fits into a small briefcase that you can carry on an airplane, so it’s very portable. The FARO, by contrast, is a more stationary system that we keep in-house.

We’ve been working very well with both of the systems in the past couple of months. We’ve actually used them in conjunction with each other in cases where we capture some data with the FARO arm to be accurate and then also capture the overall image of the vehicle or the product itself with the ARTEC. We can actually combine them, so they complement each other.

SN: Besides offering a greater diversity in scanning services, what other benefits do these new models confer for member companies?

LM: The extra length of the new FARO arm means that we can complete a job at a much faster rate. We capture data more quickly than we could in the past because of the arm’s reach. That saves us time and saves the members time and money.

When looking at the handheld unit, we now have the capability to help our members by capturing data that was limited or wasn’t possible to capture with the FARO arm itself. As an example, think about a member who is designing something that goes inside of a truck bed or on the roof of a vehicle. Those two places were very difficult to capture with the FARO arm—even impossible in some cases. Now that we’ve overcome that issue with the ARTEC Leo system, because it is handheld, we can take the unit with us to the top of a ladder and freely scan the roof or the inside of a bed. That’s going to help us with data for truck beds, roofs, interiors, seats—you name it. Anything that was physically limited by the FARO arm is now overcome because we have the ARTEC to complement it.

SN: For those members who might still hesitate about visiting the Garage during the COVID-19 disruption, could you elaborate on some of the safety and sanitation protocols SEMA Garage
has adopted?

LM: The majority of our services that we operate in the product-development side of the SEMA Garage are contactless, including
the Tech Transfer program, 3-D printing and such. A member can simply reach out to us via email and we’ll exchange data that way, or we’ll exchange files that way.

In a case where we have to physically scan a product in the Garage, we cannot allow members to stay in the facility due to the safety and authentication protocols we have adopted. We invite them to schedule an appointment to drop off a vehicle, and we bring it into the facility. We wipe it down and clean it, and we clean the keys. We sanitize the vehicle anywhere we come into contact with it. We do our job of scanning the requested areas, we sanitize the vehicle again, and we have the member pick it up.

We have safety guidelines in place within our facility where everybody has to wear a mask at all times. We social distance while at our workspaces, and we have PPE at the entrance and hand sanitizer in every room of the facility. But at this time, we unfortunately cannot have members in the facility itself.

SN: Looking forward to 2021, are there any other initiatives or upgrades in the works that you care to share with
the members?

LM: We’re always growing the Tech Transfer 3-D scan library, but with the upgraded scanning systems, we now see an opportunity to grow it significantly—much faster, much more data and more vehicles to scan.

Right now in the Garage, we have the ’20 Polaris RZR Pro and ’20 Can-Am Maverick X3 for the side-by-side market. We have classic vehicles too. We now have a ’69 Ford Mustang and ’68 Ford Bronco. We’re capturing data on those vehicles using both scanners, which means more data, more value to members and more value to the program.

We’re going to be adding another focus into our scanning services toward the import side of things. In the past, we’ve had partnerships with Ford, General Motors, Cummins and Fiat Chrysler Automotive through the Tech Transfer program. They’ve helped us out by providing us with OE CAD data. Then we started capturing our own data using scanners for vehicles that were outside of that group, which included off-road vehicles, Toyotas and Nissans. Now we see this opportunity to go deeper into the tuner side by capturing data for imported Japanese vehicles.

We are currently working on scanning a ’92 JDM Suzuki Cappucino. Now, that’s not something that you would commonly see around here, but if you are interested in developing a product for that vehicle, you can utilize our data as a reference for your development and put your product out into the market. We plan to start with that vehicle but also to use our connections to get our hands on more Japanese imported vehicles and therefore expand the interest of tuner enthusiasts and import enthusiasts into our market.

We currently have 562 scan files that are composed of 26 vehicle makes and 99 models. Within the next year, we plan to grow those numbers significantly.

For more information about accessing the SEMA Garage’s full range of services, visit www.semagarage.com.

SEMA Garage: Member Services

The SEMA Garage provides member companies with a variety of services and equipment to improve efficiencies in product development, accelerate product time-to-market, and streamline R&D procedures and protocols. Among the services offered are:

Tech Transfer: SEMA members can access CAD OEM data to develop high-quality parts quickly and cost-effectively. Participating OEMs include Ford, Lincoln, General Motors/Chevrolet, Chrysler, Dodge, Ram, Jeep, Fiat and Scion. As mentioned in this article, SEMA is also creating a scan library of other vehicles and products using Faro/CMM and ARTEC Leo.

Measuring Sessions: The SEMA Garage offers on- and off-site domestic and international vehicle measuring sessions. The Garage has specialty tools available, including spring-measuring equipment, corner-weight scales and a CMM operated by SEMA staff. Private domestic vehicle measuring sessions are available on an exclusive basis. Upon request, non-U.S. vehicles can be delivered to a member’s place of business for private measuring sessions and R&D purposes.

3-D Printing: The SEMA Garage offers this service using a state-of-the-art Stratasys 450MC and F370 3-D printers. This service allows members to print physical models of their products that they can see, touch and test, eliminating costly redesigns before starting production. Staff engineers can work with 3-D digital part files to control the look, strength and precision of the part as well as the time, expense and overall efficiency of the print process.

Emissions Compliance: The SEMA Garage includes an automotive emissions laboratory where SEMA manufacturer members are able to test their products at an affordable cost, and the Garage’s Compliance Center includes experts and resources available to help members navigate the process, including evaluation of member products and recommendations for compliance procedures; assistance with the CARB EO process; interaction with CARB staff on behalf of member companies; and review and evaluation of test data.

Training Center: The SEMA Garage includes a fully equipped training facility that companies can use for a variety of functions, ranging from new-product reveals to company educational seminars. Catering can be provided upon request, and use of the facility is free to SEMA members.

SEMA News—January 2021

SEMA DATA CO-OP

SDC Product News

By Gigi Ho

The products featured below are from SEMA Data Co-op (SDC) 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. SDC members meeting data scorecard requirements are invited to submit product releases for consideration to enews@semadatacoop.org.

Image

B&W Trailer Hitches

Tow & Stow Receiver Hitch

A pintle hitch with the same great features as the Tow & Stow Receiver Hitch. The trailer’s loop goes over the ball, then the thick plate drops down to secure it. Easy to line up and connect, this pintle hitch can carry even heavier loads than the regular Tow & Stow. Easily stow it under the vehicle when you are done towing.

Product details include:

• 8.5-in. drop and a 4.5-in. rise; also uses a standard 2- or 25/16-in. ball mount.
• Easily hook up to any trailer.
• 1.25-in. hole diameter.
• 16,000 lbs. trailer weight when used as a pintle.
• 10,000 lbs. trailer weight when used as a ball mount.
• Stows under the vehicle when not in use.
• Limited lifetime warranty.
• PNs TS10055, TS10056, TS20055 and TS20056.

Information: www.bwtrailerhitches.com

Image

 

HyperTech

Max Energy Spectrum Power Programmer

The MAX Energy Spectrum Power Programmer optimizes engine tuning for maximum power and performance for any kind of driving.

• Optimized engine tuning for maximum power and performance for any kind of driving.
• Increased mileage; users report 1–3 mpg gains.
• Application-specific performance features.
• Quick command features (application-specific).
• Read/display/clear diagnostic trouble codes.
• Large 4.3-in. full-color screen with user-friendly navigation for simple installation/tuning/feature changes.
• Easy-to-view color screen
• Bold contemporary exterior styling.
• Increased processor speeds for fast programming.
• PN 3000 and California-legal version PN 3050.

Information: www.hypertech.com

Leed Brakes

LEED Brakes drum-to-disc brake conversion kit

Add the safety, reliability and performance of power disc brakes to your ’66–’75 Ford Bronco with a LEED Brakes drum-to-disc brake conversion.

In this kit you receive everything you need to mount dual-piston disc brakes to the factory drum brake knuckles of your vehicle. No cutting, drilling or grinding necessary; this is a true bolt-on kit. All components used in these kits are new, high-quality, precision-machined products and are designed to work with your stock or aftermarket locking hubs and bearings.

Components include:

• 51mm 2-piston calipers
• 12-in. vented rotors
• Dual-diaphragm zinc-plated or chrome power booster
• 1-in. bore master cylinder options. Manual Brake and Spindle Mount kits also available. All kits utilize a 5x5.5-in. bolt pattern.
• PN FC5001-8105.

Information: www.leedbrakes.com

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The SDC is “data central” for the specialty-equipment segment, containing millions of products and vehicle fitments from performance and accessories brands. Created by SEMA, the SDC is the definitive, industry-owned and -operated centralized data warehouse, complete with comprehensive online tools, and a team of dedicated data and technology experts to assist manufacturers and resellers with product data needs. Learn more at www.semadatacoop.org or scan the QR code with your smartphone camera.

SEMA News—January 2021

SEMA DATA CO-OP

SDC Product News

By Gigi Ho

The products featured below are from SEMA Data Co-op (SDC) 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. SDC members meeting data scorecard requirements are invited to submit product releases for consideration to enews@semadatacoop.org.

Image

B&W Trailer Hitches

Tow & Stow Receiver Hitch

A pintle hitch with the same great features as the Tow & Stow Receiver Hitch. The trailer’s loop goes over the ball, then the thick plate drops down to secure it. Easy to line up and connect, this pintle hitch can carry even heavier loads than the regular Tow & Stow. Easily stow it under the vehicle when you are done towing.

Product details include:

• 8.5-in. drop and a 4.5-in. rise; also uses a standard 2- or 25/16-in. ball mount.
• Easily hook up to any trailer.
• 1.25-in. hole diameter.
• 16,000 lbs. trailer weight when used as a pintle.
• 10,000 lbs. trailer weight when used as a ball mount.
• Stows under the vehicle when not in use.
• Limited lifetime warranty.
• PNs TS10055, TS10056, TS20055 and TS20056.

Information: www.bwtrailerhitches.com

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HyperTech

Max Energy Spectrum Power Programmer

The MAX Energy Spectrum Power Programmer optimizes engine tuning for maximum power and performance for any kind of driving.

• Optimized engine tuning for maximum power and performance for any kind of driving.
• Increased mileage; users report 1–3 mpg gains.
• Application-specific performance features.
• Quick command features (application-specific).
• Read/display/clear diagnostic trouble codes.
• Large 4.3-in. full-color screen with user-friendly navigation for simple installation/tuning/feature changes.
• Easy-to-view color screen
• Bold contemporary exterior styling.
• Increased processor speeds for fast programming.
• PN 3000 and California-legal version PN 3050.

Information: www.hypertech.com

Leed Brakes

LEED Brakes drum-to-disc brake conversion kit

Add the safety, reliability and performance of power disc brakes to your ’66–’75 Ford Bronco with a LEED Brakes drum-to-disc brake conversion.

In this kit you receive everything you need to mount dual-piston disc brakes to the factory drum brake knuckles of your vehicle. No cutting, drilling or grinding necessary; this is a true bolt-on kit. All components used in these kits are new, high-quality, precision-machined products and are designed to work with your stock or aftermarket locking hubs and bearings.

Components include:

• 51mm 2-piston calipers
• 12-in. vented rotors
• Dual-diaphragm zinc-plated or chrome power booster
• 1-in. bore master cylinder options. Manual Brake and Spindle Mount kits also available. All kits utilize a 5x5.5-in. bolt pattern.
• PN FC5001-8105.

Information: www.leedbrakes.com

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The SDC is “data central” for the specialty-equipment segment, containing millions of products and vehicle fitments from performance and accessories brands. Created by SEMA, the SDC is the definitive, industry-owned and -operated centralized data warehouse, complete with comprehensive online tools, and a team of dedicated data and technology experts to assist manufacturers and resellers with product data needs. Learn more at www.semadatacoop.org or scan the QR code with your smartphone camera.

SEMA News—January 2021

RETAIL BEST PRACTICES

How 4 Wheel Parts Continues to Thrive Even During the Pandemic

Still Open for Business

By Chad Simon

Despite the pandemic, 4 Wheel Parts customers are still buying parts, working on project vehicles and hitting the trails.

COVID-19 has forced brick-and-mortar retailers to rethink the way they conduct business. Many have responded by implementing one-way aisles, social-distancing measures and installing physical barriers between the employees and customers. Despite these changes, some retailers have succeeded in adapting and finding ways to retain a loyal customer base. A case in point is 4 Wheel Parts, which operates a chain of retail stores servicing off-road enthusiasts.

SEMA News spoke with Kathryn Reinhardt, 4 Wheel Parts senior marketing manager and a member of the SEMA Board of Directors, to find out how the company has managed to adapt to unforeseen circumstances and thrive despite the pandemic.

SEMA News: How has COVID-19 changed the way you do business?

Kathryn Reinhardt: The pandemic provided our teams with some unforeseeable challenges. It wasn’t something we could predict or simply go to plan B. Our consumers stayed steadfast and wanted to start working on project vehicles during their time at home. We saw some big increases in terms of units being sold online. We even saw an increase in installations at the retail stores. We are grateful to have consumers who are adventurous, can find the paths unpaved and look to 4 Wheel Parts as their parts supplier even during
a pandemic.

SN: What challenges have you faced over the past year, and how are you overcoming them?

KR: We have had challenges with vendors not being able to supply enough product to meet the demands of our consumers. Due to the pandemic, a lot of our vendors’ operations closed and manufacturing stopped. We were able to reforecast and work directly with vendors to meet the supply.

SN: How have you adapted business practices during the pandemic, and how do you manage the salesroom floor?

KR: The sales floor has dramatically changed. We have implemented one-way aisle arrows, added counter table barriers, required masks, and installed clear partitions (thanks to Fab Fours). Our customers have appreciated the extra layers of safety and security to ensure that they are protected.

The sales floor at 4WP has dramatically changed. The company has implemented one-way aisle arrows, added counter table barriers, required masks and installed clear partitions.

SN: How have you been able to continue bringing people into the store and reassure customers that not only are you open for business, but it’s also safe?

KR: During the pandemic, 4 Wheel Parts offered free inspections to first responders and essential workers. We wanted to give frontline workers peace of mind that they could get to their jobs safely and securely, and if that meant 4 Wheel Parts providing an open bay, then we wanted to do that, because it was the right thing to do. Our customers know we do everything we can to ensure their safety and the safety of our team members. That’s why masks, buffer tables, one-way aisles and counter partitions were required.

SN: How have you been able to succeed despite COVID-19, and what do you attribute to your success?

KR: The 4 Wheel Parts business is thriving. We are connecting with more consumers online and in store than we ever have. Our customers have taken social distancing to the max by purchasing overland products and accessories and putting them to use in the outdoors.

SN: Are all employees working remotely and how does that impact operations?

KR: All 95 of the 4 Wheel Parts stores are open and serving customers. Some of our employees are working remotely, but our communication is better than ever, and our production is at top speed.

SN: Are you selling mostly online, in store or both?

KR: Both. We have seen an increase in buying online and pick up in store.

SN: What types of e-commerce do you find most effective in marketing your company?

Source
4 Wheel Parts 400 W. Artesia Blvd. Compton, CA 90220 310-900-7725 www.4wheelparts.com

KR: We have had success in a multitude of platforms. Social-media posts, stories and our website have been placed for consumers to find first-to-market products, learn off-roading tips and share their rig builds. Right now, people want to feel connected. The pandemic limited our in-person discussions, so people moved online to research parts and keep in the loop.

SN: What advice would you offer other retailers struggling to operate during COVID-19?

KR: Be open to how consumers want to shop, and do everything you can to make them feel special and safe.

SEMA News—January 2021

EVENTS

What SEMA360 Taught Us

Two Case Studies in Online Trade-Event Best Practices

By Mike Imlay

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SEMA360 was a first in many ways. For SEMA, it was a first-time excursion into creating an online trade event. For many manufacturers, attendees and media, it was a first exposure to navigating one. But for all involved, it presented a firsthand learning experience surrounding best practices for the digital marketplaces that are now playing a growing role in business-to-business commerce.

With that in mind, SEMA News reached out to various SEMA360 participants about the event strategies they deployed before, during and after the event. It’s probably no surprise that the most successful companies we spoke with embraced a mix of traditional trade-show practices—notably pre-event publicity, product demonstrations, and post-event follow-up—and innovative thinking to leverage key features of a digital platform. The following are two case studies that especially illustrate the best practices that many companies adopted.

Cedar Electronics

Headquartered in Chicago, Cedar Electronics is the parent company to two iconic mobile-electronics brands: Escort and Cobra. In fact, according to Mark Karnes, the company’s vice president of product marketing and business development, Cedar can trace its roots to the original citizens-band (CB) radio of the ’70s.

“We like to joke that it was the first electronic social-media system ever invented, because truckers picked it up, developed their own language, and are still using it today to communicate across highways in North America,” he said.

Cedar has come a long way since then. Now the maker of a wide range of trucking, marine and general-consumer communications and radar-detection products, the manufacturer planned to utilize SEMA360 to debut several of its latest offerings. As with a live SEMA Show, that meant crafting a compelling booth pitch emphasizing the company’s story and key brand advantages. Cedar chose to create its pitch around its accomplishments in connected technologies.

“We’re going to be talking a lot about our connected-car technology products, all of which are operating on one of the largest, most active aftermarket cloud communities,” Karnes explained prior to the event. “Each of our Escort and Cobra detection products—including also now our cameras and our CB radios—all connect to the cloud and share their sensor data with each other. As one detector detects a law-enforcement signal or a red-light camera or one of the users gives an alert to a road hazard, that particular incident is geo-coded. It’s transferred up to the cloud, and that information is shared with you as you come by a half hour later so that you have almost a clairvoyance of what’s ahead of you.”

During the event, in addition to “fully staffing” its Manufacturer Showcase to ensure that there were plenty of people to respond to attendee inquiries, Karnes noted that Cedar had invested heavily in digital assets and was leveraging them on the SEMA360 platform.

“First and foremost, we’re making this as experiential as you can in the virtual medium,” he said. “We’re treating it like it’s a standard SEMA Show, but we’re going to try to do it on a much more virtual and digitally interactive level.”

The company followed the standard Show playbook in other ways as well. For one, it brought lists of its most important customers and reached out to them through the SEMA360 platform with new business opportunities. Just as importantly, Cedar took full advantage of the New Products Showcase to earn industry attention, entering several new GPS-enabled and connected products along with a new line of compact power inverters. That game plan especially paid off. The Cedar Electronics-Escort/Cobra Escort Redline 360c driver-alert system captured first place in the Mobile Electronics category at the SEMA360 New Products Awards, greatly amplifying the company’s SEMA360 marketing efforts.

“We are very much honored to be able to receive an award from our driver-enthusiast peers and our industry peers—and especially from SEMA, because it’s just such an affirmation from our total market audience in our industry,” said Karnes, who added that the company also appreciated the interactive platform SEMA built to allow companies to do business together in the current climate.

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CVF Racing

At a live SEMA Show, exhibitors can’t just leave their booths or fan out across the Show floor to canvas business prospects. However, an online trade event is a different animal, and companies such as CVF Racing found success leveraging SEMA360’s networking functionalities.

A manufacturer-retailer of serpentine and accessory drives for classic cars and hot rods, the company, based in New Prague, Minnesota, introduced 18 new products at SEMA360. Trevor Hobson, CVF Racing sales and technical support manager, said that although an online event might never match what a live SEMA Show could offer, “like anything in life, what you put into it is what you get out of it.”

The company originally hoped that its Manufacturer Showcase and new-product content would pull in traffic, but it was obvious that the strategy wasn’t going as planned by the event’s second day. Hobson suspected that the learning curve associated with navigating a new digital trade platform was slowing attendee engagement. Many seemed to be taking more time than anticipated getting a feel for the site’s features and their workings.

His team quickly changed tactics, spending more time in roundtables, visiting the networking lounge, checking out other vendors and Manufacturer Showcases, and especially engaging in educational seminars and their related chat rooms.

“You could go in and look to see who was in there or had visited there, and you could see their profile and actually connect and chat with those people—basically cold-hit them and say, ‘Here’s what we do. Can we fit into your business?’” Hobson said, explaining that he and the team basically worked the event as if they were attendees as opposed to exhibitors.

CVF Racing ended up sending out roughly 200 cold hits throughout the week. That strategy resulted in a good number of solid offline email conversations and online requests for further information.

“We took a very proactive approach to trying to go out and generate leads versus waiting for someone to come click on our booth,” noted Hobson, who added that his company also took away some other valuable lessons from its SEMA360 experience. Among those was the need to build up a cache of ready digital assets along with some new approaches to project management.

“Having everything online forced us to put a deadline on things as far as creating content that we could put onto the website,” he explained. “So it kind of spurred productivity as far as getting new items across the finish line for projects.”

Hindsight being 20/20, Hobson said that CVF Racing will likely make broader use of promotional videos than URL links to product images and data in future events.

“I think [a video] was more engaging,” he said. “We saw people who spent more time on a video than on an individual link.”

Nevertheless, Hobson believes that his team’s active canvassing of potential leads increased the company’s success 10 to 20 fold. In the end, CVF Racing’s experience at SEMA360 served as an example in agility, weighing the pluses and minuses of every show environment and adjusting tactics on the fly as necessary.

SEMA News—January 2021

EVENTS

What SEMA360 Taught Us

Two Case Studies in Online Trade-Event Best Practices

By Mike Imlay

Image

SEMA360 was a first in many ways. For SEMA, it was a first-time excursion into creating an online trade event. For many manufacturers, attendees and media, it was a first exposure to navigating one. But for all involved, it presented a firsthand learning experience surrounding best practices for the digital marketplaces that are now playing a growing role in business-to-business commerce.

With that in mind, SEMA News reached out to various SEMA360 participants about the event strategies they deployed before, during and after the event. It’s probably no surprise that the most successful companies we spoke with embraced a mix of traditional trade-show practices—notably pre-event publicity, product demonstrations, and post-event follow-up—and innovative thinking to leverage key features of a digital platform. The following are two case studies that especially illustrate the best practices that many companies adopted.

Cedar Electronics

Headquartered in Chicago, Cedar Electronics is the parent company to two iconic mobile-electronics brands: Escort and Cobra. In fact, according to Mark Karnes, the company’s vice president of product marketing and business development, Cedar can trace its roots to the original citizens-band (CB) radio of the ’70s.

“We like to joke that it was the first electronic social-media system ever invented, because truckers picked it up, developed their own language, and are still using it today to communicate across highways in North America,” he said.

Cedar has come a long way since then. Now the maker of a wide range of trucking, marine and general-consumer communications and radar-detection products, the manufacturer planned to utilize SEMA360 to debut several of its latest offerings. As with a live SEMA Show, that meant crafting a compelling booth pitch emphasizing the company’s story and key brand advantages. Cedar chose to create its pitch around its accomplishments in connected technologies.

“We’re going to be talking a lot about our connected-car technology products, all of which are operating on one of the largest, most active aftermarket cloud communities,” Karnes explained prior to the event. “Each of our Escort and Cobra detection products—including also now our cameras and our CB radios—all connect to the cloud and share their sensor data with each other. As one detector detects a law-enforcement signal or a red-light camera or one of the users gives an alert to a road hazard, that particular incident is geo-coded. It’s transferred up to the cloud, and that information is shared with you as you come by a half hour later so that you have almost a clairvoyance of what’s ahead of you.”

During the event, in addition to “fully staffing” its Manufacturer Showcase to ensure that there were plenty of people to respond to attendee inquiries, Karnes noted that Cedar had invested heavily in digital assets and was leveraging them on the SEMA360 platform.

“First and foremost, we’re making this as experiential as you can in the virtual medium,” he said. “We’re treating it like it’s a standard SEMA Show, but we’re going to try to do it on a much more virtual and digitally interactive level.”

The company followed the standard Show playbook in other ways as well. For one, it brought lists of its most important customers and reached out to them through the SEMA360 platform with new business opportunities. Just as importantly, Cedar took full advantage of the New Products Showcase to earn industry attention, entering several new GPS-enabled and connected products along with a new line of compact power inverters. That game plan especially paid off. The Cedar Electronics-Escort/Cobra Escort Redline 360c driver-alert system captured first place in the Mobile Electronics category at the SEMA360 New Products Awards, greatly amplifying the company’s SEMA360 marketing efforts.

“We are very much honored to be able to receive an award from our driver-enthusiast peers and our industry peers—and especially from SEMA, because it’s just such an affirmation from our total market audience in our industry,” said Karnes, who added that the company also appreciated the interactive platform SEMA built to allow companies to do business together in the current climate.

Image

CVF Racing

At a live SEMA Show, exhibitors can’t just leave their booths or fan out across the Show floor to canvas business prospects. However, an online trade event is a different animal, and companies such as CVF Racing found success leveraging SEMA360’s networking functionalities.

A manufacturer-retailer of serpentine and accessory drives for classic cars and hot rods, the company, based in New Prague, Minnesota, introduced 18 new products at SEMA360. Trevor Hobson, CVF Racing sales and technical support manager, said that although an online event might never match what a live SEMA Show could offer, “like anything in life, what you put into it is what you get out of it.”

The company originally hoped that its Manufacturer Showcase and new-product content would pull in traffic, but it was obvious that the strategy wasn’t going as planned by the event’s second day. Hobson suspected that the learning curve associated with navigating a new digital trade platform was slowing attendee engagement. Many seemed to be taking more time than anticipated getting a feel for the site’s features and their workings.

His team quickly changed tactics, spending more time in roundtables, visiting the networking lounge, checking out other vendors and Manufacturer Showcases, and especially engaging in educational seminars and their related chat rooms.

“You could go in and look to see who was in there or had visited there, and you could see their profile and actually connect and chat with those people—basically cold-hit them and say, ‘Here’s what we do. Can we fit into your business?’” Hobson said, explaining that he and the team basically worked the event as if they were attendees as opposed to exhibitors.

CVF Racing ended up sending out roughly 200 cold hits throughout the week. That strategy resulted in a good number of solid offline email conversations and online requests for further information.

“We took a very proactive approach to trying to go out and generate leads versus waiting for someone to come click on our booth,” noted Hobson, who added that his company also took away some other valuable lessons from its SEMA360 experience. Among those was the need to build up a cache of ready digital assets along with some new approaches to project management.

“Having everything online forced us to put a deadline on things as far as creating content that we could put onto the website,” he explained. “So it kind of spurred productivity as far as getting new items across the finish line for projects.”

Hindsight being 20/20, Hobson said that CVF Racing will likely make broader use of promotional videos than URL links to product images and data in future events.

“I think [a video] was more engaging,” he said. “We saw people who spent more time on a video than on an individual link.”

Nevertheless, Hobson believes that his team’s active canvassing of potential leads increased the company’s success 10 to 20 fold. In the end, CVF Racing’s experience at SEMA360 served as an example in agility, weighing the pluses and minuses of every show environment and adjusting tactics on the fly as necessary.