By Ashley Reyes

Innovation drives the automotive aftermarket industry, and patents are a cornerstone of protecting groundbreaking ideas. They help safeguard products from imitation, ensuring businesses secure a competitive edge by preserving their brand's reputation.

To help product development teams in the aftermarket industry navigate the complexities of patents, the SEMA Emerging Trends & Technology Network (ETTN) will host a free webinar on Tuesday, February 18, at 1:00 p.m. PST. The webinar will feature speakers Matt Beenen, president and founder of Mountech; Jeffrey Banyas, manager-legal production at Sisson & Banyas, Attorneys at Law LLC; and Matt Patrick, technical director at DeatchWerks, as they provide the information attendees need to:    

• Read and understand patents and patent applications as a research tool
• Identify potentially patentable ideas
• Know when and how to act when a patentable idea arises
• Understand when and how to act when you come across a competitor's patent

Attendees will have the opportunity to engage directly with the speakers who bring extensive experience in product development and patent strategies.

Don't miss out! Register here.

By Ashley Reyes

The SEMA Truck & Off-Road Alliance (TORA) will host a town hall meeting at COBB Tuning in Austin, Texas, on Thursday, February 20, from 5:00–6:00 p.m. CST.  

The meeting is open to current SEMA and TORA members and will enable attendees to connect with the council's select committee and SEMA sales, who will share resources to help truck and off-road aftermarket companies succeed in the industry. Additionally, SEMA Government Affairs will provide updates on legislative issues that are impacting the truck and off-road market. Attendees will hear about topics ranging from emissions regulations to off-road trail access, and how industry members can make their voices heard in the legislative process.  

The meeting will be followed by a networking mixer and COBB Tuning Open House, offering attendees a chance to further their connections.  

Register for the meeting here.  

To learn more about TORA membership, visit sema.org/tora.

By Ashley Reyes

SEMA-member company employees have until March 1 to apply to reduce their student debt through the SEMA Loan Forgiveness Program at sema.org/loan-forgiveness. 

What is the SEMA Loan Forgiveness Program?

The SEMA Loan Forgiveness Program is a benefit of SEMA membership that issues financial awards of $2,000 to help employees of SEMA-member businesses pay off their student loans from a college, university or career technical/trade school.

What are the eligibility requirements?

• Currently employed by a SEMA-member business.
• Demonstrate passion for the automotive hobby and career.
• Possess a degree or certificate from a college, university or career technical/trade school in the United States or Canada.
• Have a minimum of $2,000 in outstanding student loans.

What are the benefits of being selected?

The SEMA Loan Forgiveness Program helps individuals reduce their student loan balances, helping them save money out-of-pocket and free income for other financial priorities. By doing so, they can focus more on their careers and reduce stress tied to their college loans. 

What is the application process?

Interested applicants can review and complete the scholarship application at sema.org/loan-forgiveness before the March 1 deadline. If you know someone who may qualify, SEMA encourages you to share this opportunity with them.

By SEMA News Editors

AAM Group and Lippert Launch Innovative Purchase-Fulfillment Model to Drive More Business to Local Shops

The AAM Group has announced a new initiative to support local jobbers in the SEMA marketplace by launching the "Buy Online, Pickup in Store" (BOPIS) purchase-fulfillment system. BOPIS adds an option to a participating supplier's site through which online customers can place orders. The AAM Group then fulfills those orders via an AAM distribution member to each customer's nearest local shop—which receives payment for the sale and completes in-person handoff to the customer.

The arrangement allows suppliers to serve consumers who are ready to buy online without diverting sales from local shops, while jobbers benefit from the high visibility of supplier websites and get the opportunity to perform installations and build new customer relationships.

"We're thrilled to partner with Lippert and CURT to bring BOPIS to life," said AAM Vice President of Operations David Ayers. "This initiative is a game-changer for local jobbers, offering them unparalleled opportunities to connect with new customers while strengthening their presence in the ever-evolving automotive aftermarket. By combining the convenience of e-commerce with the personalized touch of in-store service, we're empowering our warehouse customers to grow their businesses and thrive in today's competitive landscape."

BOPIS is the latest example of AAM's commitment to supporting local jobbers in a way that also benefits its members and supplier partners. AAM launched BOPIS in partnership with Lippert because they also recognize the critical role that healthy local jobbers play in the success of the entire automotive aftermarket ecosystem. The BOPIS functionality is currently live on the websites for CURT, LUVERNE and UWS. Eventually, BOPIS will become available to other AAM supplier partners who share AAM's vision for supporting local shops.

"We really try to stay true to who we are as a manufacturer and focus on driving foot traffic and sales through our customers," said SVP of Lippert Automotive Sales Shane McNallie. "This ultimately leads to the best installation experiences for the consumer."
 

Gold Eagle Company Announces Executive Leadership Changes  

Marc Blackman (left), Matthew Banach (center) and Jennifer Robertson of Gold Eagle Company.

Gold Eagle Company--the Chicago-based manufacturer of Hot Shot's Secret performance lubricants and related brands like STAB-BIL, 303, HEET, and more--has promoted CEO Marc Blackman to CEO and chairman of the board, replacing co-owner Rich Hirsch, who is retiring from the board.

Additionally, Executive Vice President of Market Innovation Matthew Banach has been promoted to chief operating officer (COO) and chief marketing officer (CMO).

Blackman was named president and COO in 2001 before being promoted to president and CEO in 2007. In 2014, he transitioned solely to CEO, effectively holding this position for the last eight years. Under Blackman's leadership, Gold Eagle has grown its brand portfolio to include 303 appearance care products, TriNova home care items and Gold Eagle's first subsidiary of Lubrication Specialties, which includes the brands of Hot Shots Secret, Franz Filters and LSI Chemical.

The company has also announced the promotion of Jennifer Robertson to vice president of marketing. With more than 23 years of experience with Gold Eagle, Robertson will join the company's executive team and oversee its marketing teams, including the Hot Shot's Secret Marketing department.

For more information, visit goldeagle.com.

From the SEMA Washington, D.C., office

President Trump announced plans to impose a series of new tariffs against China, Mexico and Canada on February 1, including a 25% tariff on imports from Canada and Mexico, as well as a 10% additional tariff on imports from China.

SEMA urges our industry to adopt a calm, rational view of the announcement. President Trump has traditionally used tariffs as bargaining chips to shape international policy, and this is already playing out in real time; Mexico on Monday secured a one-month pause in their tariffs by agreeing to send soldiers to the United States-Mexican border to stop the flow of drugs and migrants. 

"It's important to understand how President Donald Trump has historically used tariffs, which he sees as negotiating tools to create leverage against other nations on issues unrelated to trade, like immigration and defense spending," said Karen Bailey-Chapman, SEMA's senior vice president for public and government affairs. "The president has also shown a willingness to withdraw or suspend them when a deal is reached. As a result, what you see in the headlines does not always materialize." 

Below are highlights on the tariffs: 

• President Trump issued three executive orders (EOs) imposing tariffs on imports from Canada, Mexico and China. The tariffs were implemented under the International Emergency Economic Powers Act (IEEPA), citing a national emergency related to illegal immigration and flow of illicit drugs into the United States, like fentanyl. 
   
• Tariff rates are as follows: 
  • 25% tariff on most goods from Canada, and a 10% tariff on energy from Canada. 
  • A 25% tariff on goods from Mexico has been delayed until March 4 and is pending ongoing negotiations between the two countries. 
  • 10% on goods from China. 
     
• The tariffs apply to goods entered for consumption, or withdrawn from warehouse for consumption, on or after 12:01 a.m. EST on February 4.
   
• Goods loaded onto vessels at the port of loading or in transit on the final mode of transportation prior to entry into the United States before 12:01 a.m. EST on February 1 are not subject to the additional duty, subject to certification requirements with United States Customs and Border Protection (CBP). 
   
• The EOs state that the tariffs will remain in effect until the president determines that the countries have taken "sufficient action to alleviate the crisis." The EOs do not outline any exceptions nor establish an exemption process.  
   

Responses from Affected Countries: 
 

Canada:  

• Prior to a 30-day reprieve, Canada said it will impose retaliatory tariffs of 25% on $155 billion United States goods.  
   
• Tariffs on $30 billion were to take effect on Tuesday, February 4.  
  • Click here for a list of products impacted.  
  • Tariffs on the remaining $125 billion will take effect on February 25. 
     
• Tariffs will apply to a range of United States exports, including alcoholic beverages, agricultural products, clothing, sports equipment and household appliances. The list of products subject to the initial $30 billion in tariffs can be found here. 
   

Mexico:  

• Prior to the United States delaying the implementation of tariffs on Mexico, Mexican President Claudia Sheinbaum shared that her country will implement tariff and non-tariff measures in response to the tariffs. Sheinbaum emphasized the need for bilateral cooperation and called for discussions on trade policy. 
   

China: 

• The Chinese government denounced the new 10% tariff.  
   
• China stated that it will file a complaint with the World Trade Organization and is preparing additional countermeasures. 
   

SEMA is in active communications with lawmakers and political leaders about the specific impacts these proposed tariffs have on the industry. We welcome your feedback on direct impacts the tariffs are having on your business. SEMA will continue to provide updates on tariff and trade policies as these issues continue to evolve. 

For additional information, contact Eric Snyder, SEMA's senior director of federal government affairs, at erics@sema.org. 

From the SEMA Washington, D.C., office

President Trump announced plans to impose a series of new tariffs against China, Mexico and Canada on February 1, including a 25% tariff on imports from Canada and Mexico, as well as a 10% additional tariff on imports from China.

SEMA urges our industry to adopt a calm, rational view of the announcement. President Trump has traditionally used tariffs as bargaining chips to shape international policy, and this is already playing out in real time; Mexico on Monday secured a one-month pause in their tariffs by agreeing to send soldiers to the United States-Mexican border to stop the flow of drugs and migrants. 

"It's important to understand how President Donald Trump has historically used tariffs, which he sees as negotiating tools to create leverage against other nations on issues unrelated to trade, like immigration and defense spending," said Karen Bailey-Chapman, SEMA's senior vice president for public and government affairs. "The president has also shown a willingness to withdraw or suspend them when a deal is reached. As a result, what you see in the headlines does not always materialize." 

Below are highlights on the tariffs: 

• President Trump issued three executive orders (EOs) imposing tariffs on imports from Canada, Mexico and China. The tariffs were implemented under the International Emergency Economic Powers Act (IEEPA), citing a national emergency related to illegal immigration and flow of illicit drugs into the United States, like fentanyl. 
   
• Tariff rates are as follows: 
  • 25% tariff on most goods from Canada, and a 10% tariff on energy from Canada. 
  • A 25% tariff on goods from Mexico has been delayed until March 4 and is pending ongoing negotiations between the two countries. 
  • 10% on goods from China. 
     
• The tariffs apply to goods entered for consumption, or withdrawn from warehouse for consumption, on or after 12:01 a.m. EST on February 4.
   
• Goods loaded onto vessels at the port of loading or in transit on the final mode of transportation prior to entry into the United States before 12:01 a.m. EST on February 1 are not subject to the additional duty, subject to certification requirements with United States Customs and Border Protection (CBP). 
   
• The EOs state that the tariffs will remain in effect until the president determines that the countries have taken "sufficient action to alleviate the crisis." The EOs do not outline any exceptions nor establish an exemption process.  
   

Responses from Affected Countries: 
 

Canada:  

• Prior to a 30-day reprieve, Canada said it will impose retaliatory tariffs of 25% on $155 billion United States goods.  
   
• Tariffs on $30 billion were to take effect on Tuesday, February 4.  
  • Click here for a list of products impacted.  
  • Tariffs on the remaining $125 billion will take effect on February 25. 
     
• Tariffs will apply to a range of United States exports, including alcoholic beverages, agricultural products, clothing, sports equipment and household appliances. The list of products subject to the initial $30 billion in tariffs can be found here. 
   

Mexico:  

• Prior to the United States delaying the implementation of tariffs on Mexico, Mexican President Claudia Sheinbaum shared that her country will implement tariff and non-tariff measures in response to the tariffs. Sheinbaum emphasized the need for bilateral cooperation and called for discussions on trade policy. 
   

China: 

• The Chinese government denounced the new 10% tariff.  
   
• China stated that it will file a complaint with the World Trade Organization and is preparing additional countermeasures. 
   

SEMA is in active communications with lawmakers and political leaders about the specific impacts these proposed tariffs have on the industry. We welcome your feedback on direct impacts the tariffs are having on your business. SEMA will continue to provide updates on tariff and trade policies as these issues continue to evolve. 

For additional information, contact Eric Snyder, SEMA's senior director of federal government affairs, at erics@sema.org. 

By SEMA News Editors

The SEMA Garage kicked off 2025 by hosting an engaging, hands-on event in partnership with AUTEL, which led a two-day advanced driver assistance systems (ADAS) training session. Participants gained valuable knowledge on ADAS fundamentals, calibration techniques and the necessary reporting practices. As the number of ADAS-equipped vehicles continues to grow, mastering the proper calibration of these systems is becoming increasingly vital. 

AUTEL has confirmed two additional training sessions this year at the SEMA Garage Detroit, with the potential for additional ones. AUTEL and SEMA Garage Detroit will host these additional sessions on the dates listed below:

• March 25-26
• May 20-21

RSVP for the upcoming Detroit sessions on the Autel website here; simply navigate to the "Detroit" tab under the first event.

If you have any questions, contact academy@autel.com or visit here.

By Ashley Reyes

Signups are open for aftermarket companies and industry professionals to host a table at the SEMA Emerging Trends & Technology Network (ETTN)/Society of Automotive Engineers (SAE) Career Fair to be held at the SEMA Garage in Diamond Bar, California. The career fair will take place on March 8, 2025, from 9:00 a.m.–2:30 p.m. PST.  

The Career Fair is part of ETTN's and SAE's shared goal of connecting future engineers and automotive students with the industry's current workforce. During the event, participating companies will share advice and career opportunities with students looking to jumpstart their careers in the specialty-equipment industry, as well as provide feedback for those actively building vehicles for SAE Collegiate Design Competitions.

Hosting a table is free for SEMA members, and $500 for non-SEMA members. With so much industry talent gathered in one place, the career fair is a great way for aftermarket businesses to meet potential candidates, increase brand awareness and connect with the greater aftermarket community. The SEMA Garage team will also provide a tour of its facility showcasing the state-of-the-art equipment used to assist SEMA members with product development. Lunch will be provided.

Register today at this link.

The SEMA+ membership team had an incredible time engaging with the hot-rod and custom automotive community during the 75th annual Grand National Roadster Show (GNRS), held last weekend from January 31 to February 2, 2025, at the Fairplex in Pomona, California. As one of the world's longest-running indoor car shows, GNRS brought together hundreds of stunning custom vehicles, legendary builders and passionate enthusiasts for a weekend of automotive excellence--and SEMA+ members were able to witness it all for free, thanks to a special member perk.

"It was amazing to connect with the passionate hot-rod and custom community, hear their stories, and welcome new members into the SEMA+ family," said AJ Carney, Director of Membership for SEMA. "Events like this remind us why we do what we do—bringing enthusiasts together and growing the industry we all love."

As mentioned, the special perk for SEMA+ members made the event even more exciting, as they received complimentary tickets to experience breathtaking builds--like the elite group of contenders for the prestigious America's Most Beautiful Roadster (AMBR) award plus a unique showcase of past AMBR winners, celebrating the evolution of Hot Rod craftsmanship over the decades.

Beyond the competition, GNRS was a hub for industry networking, innovation and appreciation for automotive artistry. The SEMA+ team was proud to welcome new members from the hot rod world, reinforcing our commitment to supporting enthusiasts and professionals alike.

For more information or to join SEMA+, visit sema.org/plus.

By SEMA News Editors

RANDYS Worldwide Announces Total Takeover 3: Nationwide Call to Dealers

RANDYS Worldwide has announced that its annual dealer promotional program, Total Takeover, will be held on April 11.

Now in its third year, the program invites dealers from across the nation to unite for a national takeover day for an exclusive opportunity to showcase and celebrate products from premier RANDYS Worldwide brands, including Yukon Gear & Axle, ICON Vehicle Dynamics, Cognito Motorsports, Carli Suspension, Dynatrac, USA Standard Gear, Zumbrota and Van Compass.

"After two tremendously successful events, we are proud to bring Total Takeover back for a third year and what we anticipate being the biggest one yet," said RANDYS Worldwide Vice President of Marketing Neal Hollingsworth. "This program has proven to be a phenomenal platform for uniting our dealers while providing an engaging local event platform for their companies. We're excited to continue this tradition of excellence with the support of our partner brands."

Beginning on February 4, dealers are invited to register their shop at this link to receive an extensive promotional event package that will include crew shirts, banners and turn-key social-media graphics as a participant. In addition, dealers will receive product discounts on participating brands for vehicles being upgraded for the program. Dealers may register up to the March 7 deadline. The day of the event, dealers nationwide will transform their businesses into hubs of excitement, innovation and collaboration alongside their customers throughout the day.

"Total Takeover 3 is designed to elevate engagement and create interest for our dealers at a local level," added Hollingsworth. "More than just an event, this is an opportunity for dealers to connect with customers, amplify their market presence and align with the top-tier brands driving innovation in the industry. Backed by targeted marketing efforts and brand support, participants will experience a day of unparalleled exposure and growth."

For more information, visit randysworldwide.com/total-takeover-3.

CARSTAR Owners Show Resilience After Devastating Pasadena Fire

Armen and Datevig Daghlian, owners of CARSTAR Douglas Auto Body & Paint, have faced an extraordinary set of challenges following a devastating fire that tore through their home on the evening of Tuesday, January 7 in Pasadena, California.

While the fire destroyed their residence, leaving the Daghlian family effectively homeless, they have shown incredible resilience and determination as they navigate the aftermath.

Since the fire, Armen, Datevig and their children have relocated four times, moving from hotel to Airbnb in search of stable housing. Unfortunately, the local rental market has seen significant price hikes, making it even more difficult for the family to secure a permanent place to live. The financial burden has been compounded by gaps in their home insurance coverage, which, despite the family's best efforts to secure comprehensive wraparound protection, has left them struggling to cover the costs of rebuilding their home.

In the face of such adversity, Armen and Datevig's story is one of courage and compassion. On the night of the fire, with no authorities or firefighters arriving in their neighborhood, the Daghlian family took it upon themselves to alert neighbors to evacuate. They even helped an elderly neighbor evacuate his home--an act of kindness that likely saved the man's life as his home was also lost to the fire.

"That night, we had to make quick decisions and act fast to protect our family and neighbors," said Armen Daghlian, owner of CARSTAR Douglas Auto Body & Paint. "The strength of my family and the support from our community has been overwhelming. We're deeply grateful for all the help we've received, and it gives us the resilience to keep moving forward. We're committed to rebuilding--not just our home, but also the sense of stability we've always had. We couldn't do this without the love and kindness of others."

Thanks to the dedication and support of their team, the Daghlian family has been able to maintain the business that has supported them for many years. Despite the business's stability, however, the family faces a long and challenging road ahead as they rebuild their lives.

"Armen and Datevig have always been pillars of strength for their community and team," said Scott Paul, SVP of operations, US Collision. "Armen's faith amidst the chaos is truly inspiring. Their resilience in the face of such hardship lifts everyone around them. We stand by them during this difficult time, and we know the community will continue to offer support in whatever ways possible."

To support the Daghlian family, visit gofundme.com/f/daghlian-family