One of the several new appearance packages introduced to keep Mustang attention up in the wake of the redesigned Chevy Camaro, the ’16 California Special (CS) is a GT with some retro takes from the first-generation Mustang.

All CS-equipped cars get 19-in. wheels with black-painted inserts. They will also be identified by a special faux gas cap in the trunklid, reminiscent of the original Mustangs. There's also a new black painted rear spoiler that stands much taller than any Mustangs in recent memory, sort of a ’90s throwback. Up front, there's a grille that's also special to the CS with a smaller pony badge off-centered.

Inside, the CS gets black leather-suede seats with red contrasting stitching and door panel inserts and carpeting to match that color scheme.

The CS will go on sale later this summer for the ’16 model year.

Photo credit: SpiedBilde, Brian Williams

One of the several new appearance packages introduced to keep Mustang attention up in the wake of the redesigned Chevy Camaro, the ’16 California Special (CS) is a GT with some retro takes from the first-generation Mustang.

All CS-equipped cars get 19-in. wheels with black-painted inserts. They will also be identified by a special faux gas cap in the trunklid, reminiscent of the original Mustangs. There's also a new black painted rear spoiler that stands much taller than any Mustangs in recent memory, sort of a ’90s throwback. Up front, there's a grille that's also special to the CS with a smaller pony badge off-centered.

Inside, the CS gets black leather-suede seats with red contrasting stitching and door panel inserts and carpeting to match that color scheme.

The CS will go on sale later this summer for the ’16 model year.

Photo credit: SpiedBilde, Brian Williams

Compiled by SEMA Editors

	Bill Herrmann

Design Engineering Inc. Announces
 Bill Herrmann as Vice President of Operations


Design Engineering Inc. (DEI) has announced Bill Herrmann has joined the company as vice president of operations. He will report directly to DEI CEO David Markley. Herrmann has more than 30 years’ experience in industrial and chemical distribution and chemical and food manufacturing. He has spent most of his career within the supply-chain procurement, logistics, forecasting, operations management and inventory-control disciplines. Prior to joining DEI, Herrmann worked at Palmer Holland, Sandridge Food Corp. and Lubrizol/Noveon, where he minimized asset risk, improved communication and brought new and innovative approaches to the companies’ warehouse and service networks.

Hopkins Names New Senior Vice President of Operations and Vice President of Product Design and Regulatory Compliance

Hopkins Manufacturing Corp. has announced the addition of David Moore as senior vice president – operations and L. Curtis Strong as vice president of product design and regulatory compliance. Both positions are based out of the Hopkins headquarters in Emporia, Kansas. Moore will lead and direct manufacturing, supply chain and distribution operations for all Hopkins locations, including Emporia, Kansas; Miami, Oklahoma; Carson, California; Urbandale, Iowa; Blenheim, Ontario; Juarez, Mexico; and Ningbo, China. Strong will be responsible for all product design and regulatory compliance matters for Hopkins. He will support the Hopkins’ growth strategy by ensuring innovative, quality and cost-effective product designs that comply with laws and regulations. In addition, he will be responsible for the Hopkins patent portfolio and strategy.

	Southpaw lead character Billy Hope, played by Jake Gyllenhaal, takes to the ring to face an opponent in a light-heavyweight championship fight. Photo Credit: Scott Garfield courtesy of The Weinstein Co.

Royal Purple to Appear in Summer Sports Drama Thriller, Southpaw

Royal Purple has announced that it will appear in The Weinstein Company’s summer sports drama thriller, Southpaw, opening July 24. Audiences will be able to spot Royal Purple during a scene at the end of the film, where Royal Purple’s logo and branding will be visible in several places. Southpaw tells the story of a reigning light-heavyweight champion at the top of his career who experiences a tragedy that takes a toll on his family and career. Lead character Billy Hope, played by Jake Gyllenhaal, must get past his demons to redeem himself. Fellow stars that are a part of his journey within the motion picture include Academy Award winner Forest Whitaker and Rachel McAdams.

Garage Gurus’ Automotive Training Center Opens in Atlanta Area

Atlanta-area automotive-repair professionals attended the recent grand opening of a state-of-the-art “Garage Gurus” regional training center in Norcross, Georgia. Garage Gurus is a nationwide technical education network established by global vehicle components supplier Federal-Mogul Motorparts to help automotive technicians, shop owners, service writers and other front-line industry professionals keep pace with the latest vehicle technologies. The new training center, which will provide support to the nearly 5,400 Greater Atlanta repair businesses, is the fourth of up to 15 locations scheduled to open this year across the United States. Federal-Mogul Motorparts also operates Garage Gurus facilities in Greater Chicago, Van Nuys, California, and the Bronx, New York. Three additional Garage Gurus locations in Baltimore, Dallas/Fort Worth and Rancho Dominguez, California, will open later this week.

Eastwood Co. on Road to Recovery After Recent Fire

On July 9, the Eastwood Co. sustained fire damage to its headquarters in Pottstown, Pennsylvania. No one was injured in the fire, which was contained to a small section of the building. However, parts of the warehouse and distribution center were severely damaged, affecting the company’s ability to ship customers’ orders. Smoke and water damage also affected the company’s offices and contaminated merchandise in the adjacent portions of the warehouse.

The Eastwood Co.’s shipping operations have been temporarily delayed while fire investigators and cleanup crews continue their work. Eastwood is working with vendors, business partners and local authorities in assessing the situation to be fully back in operation as soon as possible. Customers can continue to place orders on eastwood.com and Eastwood will provide shipping updates, as they become available. The company has opened its Pottstown retail store, and Eastwood’s retail store in Alsip, Illinois, which opened in April last year, has remained open throughout this event. If customers have any questions, they are being asked to email orderhelp@eastwood.com.

Have some company news you would like to share? Let us know and the news may appear in an upcoming issue of SEMA eNews. Send your items for consideration to editors@sema.org.

By Mike Imlay

	The SEMA Garage is seeking SEMA-member input for a special project, “They All Started in a Garage,” to celebrate industry innovators who began in a garage and grew their business into a legacy name or brand.

For additional information, contact Mike Spagnola at mikes@sema.org.

By Mike Imlay

	The SEMA Garage is seeking SEMA-member input for a special project, “They All Started in a Garage,” to celebrate industry innovators who began in a garage and grew their business into a legacy name or brand.

For additional information, contact Mike Spagnola at mikes@sema.org.

By Chad Simon

	Robert and Laura Muertter of Switch Pros won a New Product Award for their SP8100 switch panel system in their first year of exhibiting at the Show.

New exhibitors don’t need a large budget or what some may perceive as a “prime” booth location to succeed at the 2015 SEMA Show. Everyone has their own strategies for attracting buyers to their booths. Some utilize freebies or hire celebrities and models while others create an interesting visual backdrop imprinted with their name or have an interactive product display.

“If you don’t show or say what you’re doing, buyers tend to not stop by your booth,” said Laura Muertter, vice president of Switch Pros. “Draw passersby in to want to stop by and engage.” 

Focus on One Product Line

Stay focused on your best seller that you think will appeal to the sophisticated SEMA Show buyer, Muertter suggests. Don't muddy the water by bringing everything that you manufacture.

Prior to 2014, Rancho Santa Margarita, California-based Switch Pros had neither exhibited nor attended the SEMA Show. Muertter’s husband Robert—the company’s president and design engineer—had been working tirelessly on the SP8100 switch panel system, which he had planned to finish in time to bring to the 2014 SEMA Show. Because this particular project had been dragging on, the Muertters didn’t commit to exhibit until early last summer.

Take Advantage of the New Products Showcase

Buyers tend to make the New Products Showcase their first stop, so entering at least one product (the first one is free) is an effective method for gaining their attention. Not only was the SP8100 ready for the Show, but it also won an award for Best Interior Accessory Product.

“Winning the New Product Award validated our existence and demonstrated the value in being at the Show,” Muertter said. “Because of SEMA’s recognition, this year we feel we have a product that deserves the kind of attention that the SEMA Show brings. It gave us the means to generate both pre- and post-Show contacts; I haven’t had to chase a single sale. The award drove people to our booth who might not have otherwise known we were there.”

It's the Presentation, Not the Location

Switch Pros exhibits in the Trucks, Off-Road and SUV section in the Upper South Hall. In their rookie year, the manufacturer’s booth assignment was a little off to the side near the bathrooms but, according to Muertter, they still got all the foot traffic they could handle, largely due to the New Product Award displayed in their booth. She said at times 20 people were standing in front of their booth listening to their presentation and viewing their products.

“We had an interactive demonstration panel that people could touch,” Muertter said. “In my experience with promotions, I learned long ago that you can give away all the free stuff you want, but that doesn’t mean people have any interest in what you’re doing; they just want the free pen or keychain or whatever it is you’re giving away. But if you have a product that can engage people, it’s the No. 1 way to lure them into your booth.”

Make Connections

According to Muertter, the SP8100 has opened doors to grow the business because buyers now know more about the company and want to know what other products they manufacture. Switch Pros also landed a number of international retailers from China, Germany, Australia, Belgium, the United Kingdom, Canada and Oman.

“Since last year was our first year at the Show, we were flying solo,” Muertter said. “We didn’t know what to expect, but we made a lot of connections with others in the industry. This year we’re looking forward to gathering with people we’ve met and have done business with who live in other parts of the country.”

For more information about how to enter a product into the New Products Showcase, visit the SEMA Show website.

By Chad Simon

	Robert and Laura Muertter of Switch Pros won a New Product Award for their SP8100 switch panel system in their first year of exhibiting at the Show.

New exhibitors don’t need a large budget or what some may perceive as a “prime” booth location to succeed at the 2015 SEMA Show. Everyone has their own strategies for attracting buyers to their booths. Some utilize freebies or hire celebrities and models while others create an interesting visual backdrop imprinted with their name or have an interactive product display.

“If you don’t show or say what you’re doing, buyers tend to not stop by your booth,” said Laura Muertter, vice president of Switch Pros. “Draw passersby in to want to stop by and engage.” 

Focus on One Product Line

Stay focused on your best seller that you think will appeal to the sophisticated SEMA Show buyer, Muertter suggests. Don't muddy the water by bringing everything that you manufacture.

Prior to 2014, Rancho Santa Margarita, California-based Switch Pros had neither exhibited nor attended the SEMA Show. Muertter’s husband Robert—the company’s president and design engineer—had been working tirelessly on the SP8100 switch panel system, which he had planned to finish in time to bring to the 2014 SEMA Show. Because this particular project had been dragging on, the Muertters didn’t commit to exhibit until early last summer.

Take Advantage of the New Products Showcase

Buyers tend to make the New Products Showcase their first stop, so entering at least one product (the first one is free) is an effective method for gaining their attention. Not only was the SP8100 ready for the Show, but it also won an award for Best Interior Accessory Product.

“Winning the New Product Award validated our existence and demonstrated the value in being at the Show,” Muertter said. “Because of SEMA’s recognition, this year we feel we have a product that deserves the kind of attention that the SEMA Show brings. It gave us the means to generate both pre- and post-Show contacts; I haven’t had to chase a single sale. The award drove people to our booth who might not have otherwise known we were there.”

It's the Presentation, Not the Location

Switch Pros exhibits in the Trucks, Off-Road and SUV section in the Upper South Hall. In their rookie year, the manufacturer’s booth assignment was a little off to the side near the bathrooms but, according to Muertter, they still got all the foot traffic they could handle, largely due to the New Product Award displayed in their booth. She said at times 20 people were standing in front of their booth listening to their presentation and viewing their products.

“We had an interactive demonstration panel that people could touch,” Muertter said. “In my experience with promotions, I learned long ago that you can give away all the free stuff you want, but that doesn’t mean people have any interest in what you’re doing; they just want the free pen or keychain or whatever it is you’re giving away. But if you have a product that can engage people, it’s the No. 1 way to lure them into your booth.”

Make Connections

According to Muertter, the SP8100 has opened doors to grow the business because buyers now know more about the company and want to know what other products they manufacture. Switch Pros also landed a number of international retailers from China, Germany, Australia, Belgium, the United Kingdom, Canada and Oman.

“Since last year was our first year at the Show, we were flying solo,” Muertter said. “We didn’t know what to expect, but we made a lot of connections with others in the industry. This year we’re looking forward to gathering with people we’ve met and have done business with who live in other parts of the country.”

For more information about how to enter a product into the New Products Showcase, visit the SEMA Show website.

By Chad Simon

	Robert and Laura Muertter of Switch Pros won a New Product Award for their SP8100 switch panel system in their first year of exhibiting at the Show.

New exhibitors don’t need a large budget or what some may perceive as a “prime” booth location to succeed at the 2015 SEMA Show. Everyone has their own strategies for attracting buyers to their booths. Some utilize freebies or hire celebrities and models while others create an interesting visual backdrop imprinted with their name or have an interactive product display.

“If you don’t show or say what you’re doing, buyers tend to not stop by your booth,” said Laura Muertter, vice president of Switch Pros. “Draw passersby in to want to stop by and engage.” 

Focus on One Product Line

Stay focused on your best seller that you think will appeal to the sophisticated SEMA Show buyer, Muertter suggests. Don't muddy the water by bringing everything that you manufacture.

Prior to 2014, Rancho Santa Margarita, California-based Switch Pros had neither exhibited nor attended the SEMA Show. Muertter’s husband Robert—the company’s president and design engineer—had been working tirelessly on the SP8100 switch panel system, which he had planned to finish in time to bring to the 2014 SEMA Show. Because this particular project had been dragging on, the Muertters didn’t commit to exhibit until early last summer.

Take Advantage of the New Products Showcase

Buyers tend to make the New Products Showcase their first stop, so entering at least one product (the first one is free) is an effective method for gaining their attention. Not only was the SP8100 ready for the Show, but it also won an award for Best Interior Accessory Product.

“Winning the New Product Award validated our existence and demonstrated the value in being at the Show,” Muertter said. “Because of SEMA’s recognition, this year we feel we have a product that deserves the kind of attention that the SEMA Show brings. It gave us the means to generate both pre- and post-Show contacts; I haven’t had to chase a single sale. The award drove people to our booth who might not have otherwise known we were there.”

It's the Presentation, Not the Location

Switch Pros exhibits in the Trucks, Off-Road and SUV section in the Upper South Hall. In their rookie year, the manufacturer’s booth assignment was a little off to the side near the bathrooms but, according to Muertter, they still got all the foot traffic they could handle, largely due to the New Product Award displayed in their booth. She said at times 20 people were standing in front of their booth listening to their presentation and viewing their products.

“We had an interactive demonstration panel that people could touch,” Muertter said. “In my experience with promotions, I learned long ago that you can give away all the free stuff you want, but that doesn’t mean people have any interest in what you’re doing; they just want the free pen or keychain or whatever it is you’re giving away. But if you have a product that can engage people, it’s the No. 1 way to lure them into your booth.”

Make Connections

According to Muertter, the SP8100 has opened doors to grow the business because buyers now know more about the company and want to know what other products they manufacture. Switch Pros also landed a number of international retailers from China, Germany, Australia, Belgium, the United Kingdom, Canada and Oman.

“Since last year was our first year at the Show, we were flying solo,” Muertter said. “We didn’t know what to expect, but we made a lot of connections with others in the industry. This year we’re looking forward to gathering with people we’ve met and have done business with who live in other parts of the country.”

For more information about how to enter a product into the New Products Showcase, visit the SEMA Show website.

	Hosting a press conference can be a great way to communicate your message to a large number of media, however, there are alternatives that may yield better results for your company.

• Your announcement will be of interest to a large number of journalists. Press conferences are great for sharing timely news to a large audience, but if your announcement is niche specific and is more likely to interest a few select reporters, consider reaching out to media individually and offering exclusive interviews with your company’s executives. Your target reporters will appreciate the exclusivity of the one-on-one meetings, and you will have much more success by being flexible with the schedule.

• Your announcement provides journalists with timely photo opportunities or interviews. If journalists can obtain your news without having to attend a press conference, consider sending a press release that includes a photo and quote instead of limiting the journalists to a specific date/time. Chances are that many reporters will want to hear what you have to say, but they may not be available when you hold your press conference. As long as you supply them with everything they need, there is a good chance that they will run your story anyway. If you’re worried about the information being published too early, then ask journalists to embargo the news. Many are great about honoring the request.

• Your product is completely new to the industry. While your new product is likely to be industry changing, the reality is that there are 2,400-plus exhibitors debuting new products at the SEMA Show. The media is likely to cover your new product, but unlikely to go out of their way to block out a specific 20-minute press conference to obtain details for a new product. Consider providing the information to the media via one of the other outlets available to exhibitors, such as entering the New Products Showcase, posting a release in the Online Media Center or offering your product to project vehicle builders.

	Hosting a press conference can be a great way to communicate your message to a large number of media, however, there are alternatives that may yield better results for your company.

• Your announcement will be of interest to a large number of journalists. Press conferences are great for sharing timely news to a large audience, but if your announcement is niche specific and is more likely to interest a few select reporters, consider reaching out to media individually and offering exclusive interviews with your company’s executives. Your target reporters will appreciate the exclusivity of the one-on-one meetings, and you will have much more success by being flexible with the schedule.

• Your announcement provides journalists with timely photo opportunities or interviews. If journalists can obtain your news without having to attend a press conference, consider sending a press release that includes a photo and quote instead of limiting the journalists to a specific date/time. Chances are that many reporters will want to hear what you have to say, but they may not be available when you hold your press conference. As long as you supply them with everything they need, there is a good chance that they will run your story anyway. If you’re worried about the information being published too early, then ask journalists to embargo the news. Many are great about honoring the request.

• Your product is completely new to the industry. While your new product is likely to be industry changing, the reality is that there are 2,400-plus exhibitors debuting new products at the SEMA Show. The media is likely to cover your new product, but unlikely to go out of their way to block out a specific 20-minute press conference to obtain details for a new product. Consider providing the information to the media via one of the other outlets available to exhibitors, such as entering the New Products Showcase, posting a release in the Online Media Center or offering your product to project vehicle builders.