SEMA News—April 2022

Coming Soon:

A Second SEMA Garage

By Mike Spagnola

The SEMA Garage in Diamond Bar, California, was conceived as a comprehensive product development center to address the needs of manufacturer members. It was equipped with state-of-the-art tools and equipment and staffed with expert personnel. Since it opened almost nine years ago, hundreds of members have taken advantages of the facility’s many services. These include access to OEM CAD data, 3-D printing and scanning, emissions testing, and measuring sessions. Even while running two shifts, the facility currently has a backlog in the emissions lab as more manufacturers conduct emissions certification procedures.

The productivity of the Diamond Bar facility and the pace of automotive technology prompted further investment, and so the SEMA Board approved a plan to build another SEMA Garage in the Detroit area. It’s been a full year since work began on that plan—an ambitious, complex build. A major milestone came in January, when riggers unpacked two semi-truck loads (nine crates in all) of emissions dynamometer equipment.

The new facility, located in Plymouth, Michigan, will offer better proximity to SEMA members in the Midwest region and create greater throughput on the emissions-compliance front. It will house equipment that will offer the ability to test both two-wheel-drive and all-wheel-drive vehicles.

Importantly, some 5,000 sq. ft. of the 45,000-sq.-ft. building will be devoted exclusively to research on advanced driver-assistance systems (ADAS), the newest element in the association’s work to make technology accessible to members. In that portion of the Detroit garage, manufacturers will have access to OEM-quality equipment that will allow member manufacturers to identify and correct hardware and software that might be affected when a vehicle is modified. Dynamic testing will also be performed to confirm recalibration processes.

Even as ADAS systems are now becoming ubiquitous on new cars and trucks, specific processes to go about readjusting them after modifying a vehicle are not widely documented. Different manufacturers have developed proprietary systems independently, so testing and recalibration processes will need to be researched vehicle by vehicle.

The collision and repair industry is working on identifying how to put an ADAS-equipped vehicle back together after a crash, but as it stands, no organization has addressed the challenge of learning how to make ADAS systems compatible with newer vehicles after different tires, modified suspensions, custom bumpers, mirrors, grilles or other modifications are made.

The immediate plan is to conduct systematic research on two widely modified vehicles that have two completely different types of ADAS technology. As time goes on, other vehicles will be added, building a library of best-practices information that will be available to members. It’s groundbreaking work that needs to be done now, before there are more regulations, in order to stay ahead of this fast-moving technology.

Strategically located in an area where many tier-1 OEM suppliers are situated, the Detroit facility will offer a long-term opportunity to build and expand on relationships with carmakers and major suppliers, helping to create avenues for collaboration on vehicle personalization.

There will be more challenges in the future, some perhaps even more daunting. Electrification, self-driving cars and artificial intelligence are all on the horizon. When the Detroit SEMA Garage opens later this year, it will represent another step toward addressing the challenges we see now and those in the future. It will more than double the industry’s capacity to keep up with the latest technology and help manufacturers develop new, exciting products.

You’ll be hearing more about the Detroit Garage this summer. Stay tuned!

SEMA News—April 2022

SEMA HERITAGE

Utterly Improbable

By Drew Hardin

Photography Courtesy: Jack Brady, Petersen Publishing Company Archive

Sixty years ago, what we know now as the Rolex 24 at Daytona began as the three-hour Daytona Continental. It was the brainchild of NASCAR’s Bill France, Sr., and was intended to bring the world’s best sports and road-race cars to his Daytona Speedway.

The Daytona Continental was sanctioned by the Fédération Internationale de l’Automobile (FIA) as the first race of the 1962 World Sportscar Championship season. As such, it drew an entry list that read like a who’s who of mid-century racing talent, from Phil Hill, Stirling Moss and Jim Clark to A.J. Foyt, Fireball Roberts, Jim Hall and Roger Penske.

Hill, sharing a Ferrari with Ricardo Rodriguez, finished the race in second place. Hall, driving a Chevy V8-powered Chapparal, finished third. Dan Gurney, who at the time was a Formula 1 driver for Porsche, won the Continental in a Lotus 19 powered by a Coventry Climax engine.

But that factual recounting doesn’t capture the drama of what actually happened. Jack Brady, writing in the May 1962 issue of Sports Car Graphic magazine, said that if Hollywood were making a movie about the race, its ending “would rate an immediate thumbs-down as being utterly improbable.”

Let’s set the scene: In the first half of the race, “Gurney never lost sight of the number-one spot and swapped places with Phil Hill on several occasions,” Brady wrote. “The amount of acceleration displayed by Gurney’s Lotus was almost unbelievable,” he said, crediting the “loving care lavished on the aging Lotus 19” by its chief mechanic.

All that changed on the last lap.

“With almost a four-mile lead over Rodriguez, Gurney approached the final turn riding midway up the banking.” As Gurney came through the turn, there was a “tell-tale whisp of smoke, followed by a rush of steam.” Post-race examination “showed that a piston had disintegrated, and the connecting rod and wristpin had beaten a fist-sized hole in the block.”

Though Gurney kept control of the wounded Lotus, “he still had over 1,200 feet to go for the start-finish line, with very little assurance that his lead was sufficient to wait out the clock.”

Gurney coasted to the wall under the starter’s stand, “10 feet from the white line. FIA rules no longer permit the car to be pushed on the course, so he had to get the Lotus across the line under its own power.”

The grandstand behind the finish line “went wild” while Gurney waited tensely. “The end of the three hours was signaled by a wildly waving flag, and he skittered across the finish line on the starter motor,” Brady said. “The number two and three cars were in the same lap at the finish, but not quite close enough.”

SEMA News—April 2022

REQUIRED READING

By Juan Torres, Rachel Tatum and Carr Winn

SEMA Members in the Media

Aftermarket Trendsetters

At the 2021 SEMA Show, exhibiting manufacturers voted on the best new vehicles for personalization and presented them with SEMA Awards, an annual recognition given to the top trending vehicle models in five categories. The 2021 SEMA Award Winners were the Ford Mustang (Car of the Year), Toyota Supra (Sport Compact of the Year), Ford Bronco (4x4/SUV of the Year), Ford F-Series (Fullsize Truck of the Year) and Toyota Tacoma (Midsize Truck of the Year).

The winning models were featured throughout the 1.25 million sq.-ft. Las Vegas Convention Center during the SEMA Show, each uniquely customized to highlight the many aftermarket products and accessories that are available for the vehicles. The following are some of the publications that reported on the award winners.

Associated Press

The Associated Press was among the media outlets that spread the news about the vehicles that won a 2021 SEMA Award. Readers also learned that the awards provide guidance on which vehicles offer the greatest opportunities for customization and the aftermarket products available for them.

Automotive World Magazine

The 2021 SEMA Show was a milestone event for Toyota, as it was the first time a Toyota model had won a SEMA Award. The article described the recognition as proof that “the collaboration between Toyota and the aftermarket has resulted in greater options for consumers.”

Muscle Cars & Trucks

“These awards seem to have Ford’s big blue oval glowing a little brighter at the 2021 SEMA Show,” read the Muscle Cars & Trucks article. The reporter also pointed out that the Ford Bronco being named 4x4/SUV of the Year put an end to the Jeep Wrangler’s stronghold on the award.

The 2021 SEMA Show was a milestone event for Toyota, as it was the first time a Toyota model had won a SEMA Award. The article described the recognition as proof that “the collaboration between Toyota and the aftermarket has resulted in greater options for consumers.”

SEMA Cares Charity Builds at the 2021 SEMA Show

SEMA News spotted all these amazing builds on the 2021 SEMA Show floor. A Factory Five 65 Coupe, a Factory Five Cobra and a classic Chevrolet 3100—all coming up for auction to benefit SEMA Cares charity partners. Visit www.sema.org/semacares to make a donation today.

’22 Toyota GR86 Walk-Around with Chelsie Lesnoski

Top 12 Battle of the Builders finalist Chelsie Lesnoski (left) from Throttle Thrashers Garage got a tour around the GR86 from Toyota Spokesperson Dan Gardner.

Sana Dadabhoy Scans Toyota GR86 at SEMA Garage

Influencer Sana Dadabhoy (@ladyzla_) collaborates with SEMA Garage Mechanical Engineer Luis Morales (right) to scan the ’22 Toyota GR86.

Faces in the Crowd

Anatalia Villaranda
@anataliav

Anatalia Villaranda is a social-media content creator personality who incorporates her talents (such as her professional singing background, dancing and positive attitude) to the automotive industry. She has starred on multiple TV shows and worldwide performances and has been active on the social-media side of entertainment. Villaranda is currently building and prepping her ’94 Mazda Miata and getting it ready to hit the track for some unique content coming this year.

Cole Marten
@cole.ttg

Cole Marten specializes in fabrication, mechanical and business operations and is the co-owner of Throttle Thrashers Garage in Penticton, British Columbia. Marten started his automotive journey restoring Nissan Skylines and has slowly evolved into building custom cars for customers throughout Canada and the United States. Marten’s AWD 2JZ R32 GTR earned him a Golden Ticket to the SEMA Show through the Young Guns program, and he finished in the Top 3 of the Young Guns category of the “Battle of the Builders.”

Craig LoPresti
@thecraig909

Craig LoPresti is a 22-year-old automotive videographer who owns and operates TheCraig909 YouTube channel, specializing in buying, building and driving classic cars. LoPresti does everything from engine building to paint and bodywork and documents his projects with in-depth videos covering specific topics or parts being installed/used. He posts almost daily to 16,000+ followers on Instagram and 100,000+ subscribers on YouTube.

Sana Dadabhoy
@ladyzla_

Sana Dadabhoy is a mechanic turned mechanical engineer with a passion for race cars, and she is the proud owner of ‘15 Nissan GT-R “Ladyzla.” Over the years, she has built it into the 9-sec. stock-engined street car it is today. Dadabhoy shares her adventures in tuning, power mods and drag racing on her social channels. SEMA has partnered with Dadabhoy on key industry initiatives, including the RPM Act, SEMA Individual Membership and SEMA Garage Measuring Sessions.

HEARD ON SOCIAL MEDIA

“The 2021 SEMA Award finalists have been announced and it’s a great list. Which vehicles are leading the league for aftermarket customization?”—BangShift, via Facebook

“2021 SEMA Awards Winners Announced, GM Misses Out.”—GM Authority, via Twitter

“SEMA-member companies pick the GR Supra and Tacoma as the best new models to customize in the Sport Compact and Midsize Truck categories.”—The News Channel, via Facebook

“The best new vehicles for personalization were announced at the #SEMA2021 in Las Vegas, Nev.”—Racing Equipment News, via Twitter

SEMA News—April 2022

INDUSTRY NEWS

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

’23 Hyundai Ioniq 6

’23 Ford Bronco Raptor

The Bronco Raptor will launch for the ’23 model year, where it is expected to join the F-150 Raptor and Ranger Raptor. Expect an official debut in the first quarter of 2022.

’23 Corvette E-Ray

The Corvette E-Ray is expected to mate the 6.2L V8 from the Stingray with a hybrid configuration, adding a new model to the Corvette family. Expect a launch toward the end of the 2022 calendar year as a ’23 model.

SEMA News—April 2022

INDUSTRY NEWS

The newly created High School Racing Association (HSRA) named Jonathan Eckelberg as its first director. In his new position, Eckelberg will help grow the association, increase driver participation, and manage race schedules and point rankings. HSRA features high-school-aged drivers in competition throughout the summer race season. The group’s goal is to provide young adults with an economical way to enter stock-car racing and keep younger generations interested in the sport.

Lubrication Specialties Inc. (LSI) announced the expansion of its warehouse footprint with the addition of a 24,000-sq.-ft. facility located in Mt. Gilead, Ohio. The new distribution and shipping hub will help accommodate the 50-plus SKUs of Hot Shot’s Secret products and LSI Chemical products developed and shipped in bulk for international sales.

MW Industries completed two new acquisitions that expand its precision spring and fastener manufacturing capabilities. They include Fox Valley Spring Co. (a supplier of springs, wire forms and flat springs) and Ideal Fasteners (a global manufacturer of threaded fasteners). These additions expand MW’s U.S.-based manufacturing locations and broaden its custom and stock component capabilities.

Christine Bowser has been appointed president of Pinnacle Media, a full-service marketing communications agency serving clients in the global automotive, commercial vehicle, industrial and financial services sectors. The agency’s founder, Drew Shippy, will remain with the firm as chairman and CEO. Bowser most recently served as vice president and director of account service, overseeing the company’s relationships with clients throughout North America.

Holley acquired substantially all of the assets of Arizona Desert Shocks, Baer Brakes, Brothers Trucks and Rocket Racing Wheels. Holley completed the acquisitions for approximately $56 million during the fourth quarter of 2021. For 2022, Holley expects these acquisitions to contribute net sales of approximately $30 million, the company stated.

Covercraft announced the acquisition of Lloyd Mats, a manufacturer of custom-fit carpeted floor and cargo mats for cars, trucks, vans, SUVs and RVs. Since 1978, Lloyd Mats has developed a comprehensive library of vehicle-specific patterns in the custom floor mat category. The company offers multiple branded, licensed and personalized versions of its floor mats across dozens of colors and carpet styles.

Kahn Media made several recent strategic hires and staffing changes. Jeff Dillow, a PR agency leadership veteran with two decades of experience in outdoor, automotive, CPG, CSR and crisis communications, joined the team as an account supervisor, leading one of Kahn’s three account teams. Russell Stacey was promoted to director of
digital marketing, following his six-year track record of continual growth of the company’s digital marketing capabilities and team. Heather Buchanan was appointed to the newly created position of creative project manager.

The Automotive Content Professionals Network (ACPN), a community of the Auto Care Association, named Jonathan Briseno of SEMA Data as the 2022 ACPN Scholarship winner. The ACPN Scholarship is awarded to one individual who has the passion and determination to pursue professional and personal growth. The scholarship provides the opportunity to attend the 2022 ACPN Knowledge Exchange Conference—a gathering of content professionals and service providers in the aftermarket.

VP Racing Fuels Inc. announced the promotion of Ben Dolan to vice president of marketing. Prior to joining VP, Dolan was director of sales and marketing at holding company UGGM LLC, where he was responsible for the marketing and sales of the company’s five largest divisions, ranging from signage fabrication to diesel mechanics. He has more than 20 years of marketing and sales experience across a broad range of industries.

Arnott, a provider of air suspension products, announced the acquisition of JRi Shocks, based in Mooresville, North Carolina. JRi Shocks will continue to serve its existing markets and customers, “but will now be better positioned to grow those markets even further while also expanding into new ones,” according to Arnott. Customers should see no change in the day-to-day operations of the business.

Quadratec Inc. announced the promotion of Eric Ammerman as the company’s director of creative content. Ammerman will oversee Quadratec’s print catalog as well as its digital product pages, its highly successful YouTube channel and its Torque editorial section. Ammerman recently celebrated his 10-year anniversary at Quadratec and formerly helmed the company’s video department and YouTube channel. Additionally, he headed Quadratec’s YJL project vehicle build that was a Battle of the Builders nominee at the 2021 SEMA Show.

SCAT Enterprises announced that it has been acquired by Taglich Private Equity, which recently acquired Air Flow Research Heads, a manufacturer of cylinder heads and intake manifolds for the high-performance automotive aftermarket. The transaction includes the Procar by SCAT seating division. SCAT’s management team will remain in place along with SCAT’s production facility and employees, located at its headquarters in Redondo Beach, California. SCAT founder Tom Lieb will remain involved in the business going forward, and SCAT’s current COO, Craig Schenasi, will become CFO of the combined companies and an owner in the business.

SuperSprings International (SSI) announced changes to its leadership team. SSI restructured to establish five defined business units led by a member of its new leadership team. The units include Tom Bateman, director of marketing; Jeni Chen, director of operations; Justin Tevis, director of data and tech ops; and Ryan Dougan, controller. All members of the leadership team report to Chief Commercial Officer Adam Weisner, who reports to SSI Chairman and CEO Gerry Lamberti.

By Ashley Reyes

Two of SEMA’s leading groups—the SEMA Truck and Off-Road Alliance (TORA) and SEMA Businesswomen’s Network (SBN) are hosting a cross-council/networking mixer during Easter Jeep Safari, April 14, from 7:00 p.m.–8:00 p.m. at the Moab 4x4 Expo.

The event will bring together industry friends and colleagues for a fun evening of networking and provide TORA and SBN members the ideal opportunity to strengthen their existing connections and make new contacts.  

“This mixer is the ideal event for members at Easter Jeep Safari to expand their professional network,” said SEMA Council Director Denise Waddingham. “Current and prospective members will learn about SEMA’s resources and programs, and enjoy the camaraderie of discussing the latest industry news.”

Registration, although not required, is encouraged so that event coordinators can plan accordingly. RSVP here.

By Rachel Tatum

Garrett Reed will join SEMA Young Guns followers for an Instagram “Ask Me Anything,” Tuesday, April 5, from 9:00 a.m.–4:00 p.m. (PDT).

Reed is one of the most recognizable names on social media as @AmericanMuscleHD with more than 2.2 million followers, sharing all things automotive to connect other builders and enthusiasts to show what is happening worldwide in the automotive industry.

Garrett is focused on what the future holds and how he can contribute to the next generation to support the automotive industry.

SEMA continues to actively recruit automotive influencers for the SEMA Social Media Correspondent program. Apply now to be considered.

By Ashley Reyes

Mike Timmons is the SEMA Professional Restylers Organiziation (PRO) newest volunteer spotlight member. Timmons is the executive vice president of sales at AscendX Concepts.

Get to know Timmons in his interview with SEMA below.

SEMA: What inspired you to pursue a career in restyling/manufacturing?

Mike Timmons: I’ve worked in every aspect of our industry, from manufacturing to owning retail outlets. I’ve also worked the distribution and eCom channels. Over the last few years, I’ve learned that I love the manufacturing side of the business. Offering our distribution and retail partners a product that they can stand behind and sell, knowing their customers will be happy, is what inspires me. I’m proud of the products our brand builds and the relationships I’ve built along the way.

SEMA: Why did you decide to volunteer for PRO? How has it or will it impact you?

MT: I was a PRO committee member many years ago and believe in their message. I may not participate in all the meetings anymore, but I support the members and SEMA however I can. The biggest impact to me was the long-lasting relationships and business deals that may never have happened if I wasn’t part of PRO.

SEMA: What advice do you have for someone pursuing a career in the automotive aftermarket?

MT: My advice would be to get out there and hustle! Don’t hustle for sales but hustle for relationships. The more personal connections you make in our industry will carry you to the top and beyond.

SEMA: What is your dream vehicle? Where would we find you in it on any weekend?

MT: My dream vehicle would be a sweet ’80-ish CJ7 powered by an LS6 with a pair of Dana 60s, sitting low on 38-in. tires. And since we’re dreaming, you could find me at Pismo Beach every weekend.

SEMA: What is the best advice you have ever received?

MT: You can win with bunts; you don’t need to hit home runs every time.

SEMA: What keeps you in the industry?

MT: My love of everything automotive and the people keep me in the industry. We have the best peeps in our industry.

SEMA: Where can you be found on a Saturday?

MT: Usually in my office. Or, if I’m lucky, hiking somewhere in the Pacific Northwest with my wife and two boys.

Fill out a PRO member spotlight form to highlight how you or your company are contributing to the automotive restyling industry. Selected candidates are eligible to be featured on PRO’s social media, SEMA News and future PRO-member updates.

By Ashley Reyes

As the popularity of electric vehicles grows, experts are taking a closer look at the true environmental impact these cars have—from production to operation to disposal. Manufacturers of both alternative-fuel vehicles and traditional internal-combustion engine (ICE) vehicles are evaluating the net-zero impact and what the future looks like.

Join Dr. Robert Freerks, consultant in fuels and lubricants at RLF Enterprises, on April 20, at 11:00 a.m. (PDT), as he compares EVs to conventional ICE vehicles and explores the readiness of the U.S. electric grid to support widespread adoption of EV use throughout the country.

In just one hour, you will learn about the following:

• Equivalent emissions of an EV based on energy production mix across the U.S.
• Environmental impact of EV and battery production.
• Ability of the current electric grid to support widespread EV adoption.

Register here.

By Ashley Reyes

WARN Industries is the SEMA Truck and Off-Road Alliance’s (TORA) newest member spotlight company.

Based in Clackamas, Oregon, Warn Industries manufactures vehicle-recovery equipment and off-road vehicle accessories, and makes products for use on trucks, powersports vehicles, wreckers, military vehicles and trailers. Get to know the company’s story in SEMA’s recent interview with Andy Lilienthal, Warn Industries’ strategic communications manager below.

SEMA: Tell us the story of your company.

Andy Lilienthal: Founded in 1948 by Arthur Warn, Warn Industries began producing locking hubs for surplus World War II Jeeps, converting thousands into useful, on-road vehicles. Originally based in Seattle, Warn Industries’ innovation revolutionized the hub industry. The WARN winch, developed in 1959, was the first recreational winch. With pioneering features such as a rugged drivetrain, the WARN winch quickly became the leading brand for off-road racers, avid four wheelers, weekend adventurers and hard-working ranchers.

SEMA: What was your company’s breakthrough moment?

AL: The company’s breakthrough moment was inventing the locking 4WD hub in the ’40s and pioneering the electric truck winch in the late ’50s.

SEMA: Tell us about your business now in 2022.

AL: We are producing new products that we’ve not sold before, such as wheels. In addition, we’ve acquired a few companies in the last year and a half, including Factor 55, Fabtech and Fab Fours. We also are working on Bronco products, as well as projects with OEMs.

SEMA: Tell us about a product you are proud of.

AL: While most people know us from winches and hubs, our bumpers are top-notch. We are one of the very few companies (if not the only) in the United States that pull tests all of our bumpers ensuring they’re the best quality and provide the best performance for our users. We offer bumpers for a host of trucks and SUVs as well as powersports vehicles.

SEMA: What advice do you have for young professionals contemplating a career in the automotive aftermarket?

AL: Have an open mind to new ideas, new concepts, and new-product development.

Fill out an TORA-member spotlight form to highlight how your company is contributing to the truck and off-road specialty-equipment industry. Selected candidates are eligible to be featured on TORA’s social media, SEMA News and future TORA member updates.