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. 

Image courtesy of Shutterstock

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. 

Image courtesy of Shutterstock

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. 

Image courtesy of Shutterstock

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

By Ashley Reyes

As towing best practices evolve to accommodate new vehicle modifications, understanding what may improve or hinder towing capability is essential. By staying informed on current standards, aftermarket companies can ensure that their products deliver optimal safety and performance. 

On Thursday, February 6, at 9:00 a.m. (PST), the SEMA Wheel, Tire, Suspension & Brake Council (WTSBC) will host a Coffee and Conversation virtual event. Attendees will engage with leading experts as they speak on a range of critical topics regarding towing best practices.

Connect with these industry experts in the conversation:

• John Rastetter, Tire Information Ambassador, Tire Rack
  • Expertise: Proper Tire Selection
• Ryan Rutledge, Director of Product Development, Air Lift Company
  • Expertise: Load Leveling
• Melanie White, CEO, Hellwig Products
  • Expertise: Sway Control

WTSBC Coffee and Conversations offer a fantastic opportunity to connect with professionals in the wheel, tire, suspension and brake sectors. You'll be able to share insights, discuss common challenges and build valuable relationships with industry peers.

Register here.

By Laura Pitts

The 2025 Motorsports Parts Manufacturers Council (MPMC) Media Trade Conference (MTC) at the Embassy Suites by Hilton Orlando last week featured quality conversations and new connections between racing brands and automotive media members and influencers.

"I can't have a bad meeting here [at the MTC] because our product line of fasteners is used everywhere. There's science behind what we make, so for a new company like ours, it's all about getting the word out about what we do," said Kevin Feeney of P1 Manufacturing, a company that has been in the market for about three years now.

SEMA News, SEMA Magazine, PRI News and PRI Magazine connected with nearly four dozen brands, many showcasing their new innovations, like a new line of brake fluid from braking experts Hawk Performance. Previously only offering brake pads and rotors, the manufacturer is now using its expertise to roll out some premium DOT 4 brake fluids, with its HP600 formula rated at a dry boiling point of 572 degrees Fahrenheit and a wet boiling point of 383 degrees Fahrenheit. Stepping it up a notch is its HP660 formula, designed to offer class-leading boiling points (608 degrees Fahrenheit dry and 383 degrees Fahrenheit wet). The roll-out is part of a more significant approach this year to educate its customers (and potential customers) on all things brakes, including for novice enthusiasts looking to "brake" into motorsports competition and longtime race teams who may not be taking the best care of their race car, tow vehicle, or even their daily driver, said Annie Last from Hawk Performance, who also shared educational articles can be found in the News & Updates part of the Hawk Performance website.
 

On that same theme, Mickey Thompson Wheels & Tires shared they are working on educating those out-of-the-know, including younger racers and newer enthusiasts, about why some tires can wear unevenly or what to do if you accidentally get motor fluid or other chemicals on your tires. More details may be found in the FAQs section of the Mickey Thompson website.

After sharing that new sizes are now available for its Baja Boss X off-road and Pro Bracket Radial competition tires, Mickey Thompson reps also unveiled an upcoming promotion on its street/strip tires in an effort to help racer's pockets at the start of the season. Beginning February 15 through March 31, 2025, customers can get $50 back by an online rebate on select street or strip tires. For more details, visit the Mickey Thompson website here.
During the Media Trade Conference, brand reps also identified current industry trends, like a burst in autocross interest across the nation, which Hawk Performance confirmed when we met them. This increased interest in autocross has spurred a new product line, HPX, that is geared toward high-performance applications. Hitting the shelves in springtime this year, the product is registered with some of the top autocross-sanctioning bodies and is designed to match (or exceed) standards in this area. "This product will be big in autocross and not as pricey as some of the current offerings," Last shared.

Autocross was also marked as a vital racing category for Centerforce Clutches. Trent McGee and Chris Thompson think the "why" behind the autocross boom can be attributed to the ease of setup for the events (you just need a track or parking lot); the speeds are not off-the-charts. Hence, autocross is safer and generally more approachable than other forms of motorsports.

QA1 brand Speedtech told us that an estimated 60% of its calls are from autocrossers looking for insights on their chassis and suspension solutions.

Echoing that sentiment was ACT's Richard Barsamian, who pointed to autocross' low barrier of cost entry as its popularity factor. "It's cheaper than NASCAR racing, you know?" he said, pointing to an increased youth interest in the category, similar to "what we're seeing in drifting."

Diesel racing is another segment that's certainly been around but is reaching new levels with record-breaking runs and healthy participation, as emphasized, of course, by Kyle Fischer of Hot Shot's Secret (HSS), a longtime supporter of the segment. "I've been saying it for a long time that diesels are coming for their gas counterparts. And that time is here. Diesels are now door-to-door with gas racers," Fischer said.

HSS currently sponsors the Outlaw Diesel Super Series, the National Tractor Pullers Association, and, most recently, the Pro Pulling League, which now dons the iconic HSS green on its logo and branding. New products for HSS include its 7000 Series EP multi-purpose extreme-pressure grease, the premium universal tractor trans-hydraulic fluid and the brand-new turbo primer to prevent oil starvation on start-up. And Fischer let PRI in on some insider information, too, sharing that HSS will soon be offering full-blown diesel fuel. "We hope to be disrupting the diesel fuel industry," he said.

P1 Manufacturing's Feeney agrees that diesel racing has expanded in recent years, noting that a lot of these racers come from the farming community with diesel trucks and equipment, all utilizing fasteners in some capacity.

Powersports is another racing category with staying power, as emphasized by Fuel Factory, who also shared that their newer fuel brand is breaking into several racing categories, including sand racing and drag racing. Its new F X7 racing fuel, introduced at the 2024 PRI Show, is engineered to be the ultimate choice for high-performance methanol. 

"We work closely with engine builders to develop our products," said Marc Wesler. "Then we get them to use our fuels" for word-of-mouth marketing. Another marketing tactic is to put the fuel to the test on the track via Fuel Factory's CFO Mia Tedesco, a former NHRA World Champion in the Super Gas category now competing in select bracket races across the nation.

Also in the fluids category, SEMA/PRI met with VP Racing, which has recently removed the word "Fuels" from its logo to better represent its growing product lines, which now include racing and high-performance lubricants and oils. VP's Kevin Parlett shared that as the company enters its 50th anniversary, it's expanding its presence in Latin America and Europe, and there will be an upcoming push to expand in Asia in 2025 and beyond.

In terms of brand identity, E3 Spark Plugs wants to be known for more than just its ignition products. E3 has been offering lightweight lithium batteries for a few race seasons now and wants to spread the word about the weight savings--and economical savings--they can provide race teams.

"The offshore powerboat teams love our batteries. They can shave 100 lbs. off of their weight with our nine-pound model. They'll run three of these on their boat and still see weight savings," E3's Chris LaCouture said.

Safety is always top of mind for SEMA and PRI, so we were happy to learn that in 2025, Simpson is partnering with INDYCAR to outfit all of the AMR INDYCAR Safety Team members, approximately 30 safety professionals including physicians, paramedics, firefighters/EMTs and nurses who are on-hand for events. As stated by Simpson's Chris Delbeck, AMR Safety is the model of safety in motorsports, so it's an honor to outfit them with some of Simpson's top-rated fire suits to keep INDYCAR racers, race teams and fans alike safe.

Delbeck also shared that Simpson and its sister safety brands under the Holley banner, including Stilo, HANS and Racequip, are expanding its trackside trailer presence at race events this year. Whether it's discovering if a racer's HANS straps are ill-fitting or if a helmet can be better padded for added comfort and endurance, a trackside presence is vital to keep safety paramount. "In racing, if you go so long without an incident, you can get complacent. So, we want to work with our series and racers to make sure they have what they need to stay safe," Delbeck said, pointing out that the rise in eCommerce means you can get your hands on safety gear easier than ever before. "All the easy ways to get safety products are great, but you might need someone in-person showing you how it works."

SEMA and PRI thank all of the companies and representatives that we met with last week:

• Aces EFI  
• Advanced Clutch Technology  
• Aeromotive Inc.  
• American Powertrain  
• Amsoil  
• Auto Metal Direct  
• Auto Meter Products  
• Automotive Racing Products  
• BMR Suspension  
• BOOSTane  
• Blueprint Engines  
• Borgeson Universal Co. Inc.  
• CVF Motorsports Inc.  
• Centerforce Clutches  
• E3 Spark Plugs  
• Eaton Performance Products  
• Fine Lines  
• Flex-a-Lite  
• Fluidampr-Vibratech TVD  
• Forged Authority  
• Fuel Factory  
• Hawk Performance  
• Holley and its performance brands including Baer Brakes, ADS, Detroit Speed, Flowmaster, Hooker Black Headers, Brothers Trucks, Classic Instruments, Mr. Gasket, Scott Drake, MSD, Racepak, NOS, AEM, ACCEL, B&M, Hurst, Edge and DiabloSport, plus its safety brands Simpson, Stilo, HANS and Racequip  
• Hoosier Racing Tire  
• Hot Shot's Secret  
• IDIDIT LLC  
• Ken Perry's Xtreme Arias LLC  
• MAHLE Motorsport 
• McLeod Racing  
• Mickey Thompson Performance Tires & Wheels  
• P1 Manufacturing  
• QA1 and its brands Speedtech Performance, Detroit Speed & Engineering  
• QuadLock  
• Red Line Synthetic Oil  
• Specialty Auto Parts USA  
• Tremec  
• VP Racing Fuels