By Bryan Harrison

	Alain Eboli

Alain Eboli is a graduate of Southern Polytechnic State University in Atlanta. He is a father of a four-year-old boy who also shares a strong interest in cars and trucks. Eboli's role is engineering manager for OMIX-ADA/Rugged Ridge/Alloy USA—an independent manufacturer of Jeep replacement parts and accessories.

How long have you been in the automotive aftermarket? What other industries have you worked in?

I have been with OMIX-ADA/Rugged Ridge/Alloy USA for about five years with a brief period of about six months where I worked for Newell Rubbermaid's Graco children's products brand. I returned to OMIX in August 2012 to fill the role of engineering manager. Prior to my initial employment with OMIX, I worked as a design engineer, designing LED billboard structures and other signage solutions for outdoor applications, stadiums and arenas.

What does it take to create innovative products?

It’s much easier to invent than it is to innovate. Creating innovative products starts with understanding the consumer and the problems they face. Arriving at the most elegant solution instead of settling for the easiest is difficult but can differentiate a good product from a great product.

Can you give me an example of where you didn’t “settle” for an easy solution and what the outcome was?

Currently, we are developing a product with a release lever that was noticed to be difficult to grab. Additional plastic housings were developed to provide a hand grip. This product could have done without this additional component; however, the user experience would have been compromised. The result is enhanced usability and a happier end user.

If you had to make a call between form and function for a specific vehicle accessory, which would you choose?

This depends on what type of problem the product is solving. In the off-road industry, it’s usually function before form because these products typically solve a functional problem. But this doesn’t mean a product can’t look good at the same time.

Do you find the off-road business to be a do-it-yourself or do-it-for-me market? What role does this play when designing product?

I believe the market is still very much a do-it-yourself market. The true off-road consumer typically doesn’t have a choice if something goes wrong on the trail. So they will be a lot more willing and capable to perform their own vehicle modifications. And although this type of consumer will often have high mechanical aptitude, the product should not take advantage of this.

What advice would you give SEMA companies in recruiting and maintaining young engineers and designers?

It is absolutely necessary for SEMA companies to offer young engineers opportunities for growth and development. Also, encourage them to understand the big picture of our industry. Nothing does this better than spending a few days at the SEMA Show.

Take me through the process from start to finish for a new product.

A new product usually starts with a consumer problem. With a clear understanding of the problem, ideation is used to explore any and all possible solutions. This usually results in a fuzzy concept for a product. Prototyping is the most effective way to bring a concept to life and refine it into its simplest form. Here ends the fun part. The rest of the process, which requires endless tweaks for cost, manufacturing, assembly, installation, usability, performance testing, etc. takes lots of focus and discipline.

How many new products does your company release each year?

Typically, OMIX-ADA/Rugged Ridge/Alloy USA show between 20–30 new products at the SEMA Show each year.

A grizzly bear and a bull shark: who wins a fight in three feet of water?

Grizzly bear. In this scenario, the bull shark is nothing more than an oversized salmon.

By Bryan Harrison

	Alain Eboli

Alain Eboli is a graduate of Southern Polytechnic State University in Atlanta. He is a father of a four-year-old boy who also shares a strong interest in cars and trucks. Eboli's role is engineering manager for OMIX-ADA/Rugged Ridge/Alloy USA—an independent manufacturer of Jeep replacement parts and accessories.

How long have you been in the automotive aftermarket? What other industries have you worked in?

I have been with OMIX-ADA/Rugged Ridge/Alloy USA for about five years with a brief period of about six months where I worked for Newell Rubbermaid's Graco children's products brand. I returned to OMIX in August 2012 to fill the role of engineering manager. Prior to my initial employment with OMIX, I worked as a design engineer, designing LED billboard structures and other signage solutions for outdoor applications, stadiums and arenas.

What does it take to create innovative products?

It’s much easier to invent than it is to innovate. Creating innovative products starts with understanding the consumer and the problems they face. Arriving at the most elegant solution instead of settling for the easiest is difficult but can differentiate a good product from a great product.

Can you give me an example of where you didn’t “settle” for an easy solution and what the outcome was?

Currently, we are developing a product with a release lever that was noticed to be difficult to grab. Additional plastic housings were developed to provide a hand grip. This product could have done without this additional component; however, the user experience would have been compromised. The result is enhanced usability and a happier end user.

If you had to make a call between form and function for a specific vehicle accessory, which would you choose?

This depends on what type of problem the product is solving. In the off-road industry, it’s usually function before form because these products typically solve a functional problem. But this doesn’t mean a product can’t look good at the same time.

Do you find the off-road business to be a do-it-yourself or do-it-for-me market? What role does this play when designing product?

I believe the market is still very much a do-it-yourself market. The true off-road consumer typically doesn’t have a choice if something goes wrong on the trail. So they will be a lot more willing and capable to perform their own vehicle modifications. And although this type of consumer will often have high mechanical aptitude, the product should not take advantage of this.

What advice would you give SEMA companies in recruiting and maintaining young engineers and designers?

It is absolutely necessary for SEMA companies to offer young engineers opportunities for growth and development. Also, encourage them to understand the big picture of our industry. Nothing does this better than spending a few days at the SEMA Show.

Take me through the process from start to finish for a new product.

A new product usually starts with a consumer problem. With a clear understanding of the problem, ideation is used to explore any and all possible solutions. This usually results in a fuzzy concept for a product. Prototyping is the most effective way to bring a concept to life and refine it into its simplest form. Here ends the fun part. The rest of the process, which requires endless tweaks for cost, manufacturing, assembly, installation, usability, performance testing, etc. takes lots of focus and discipline.

How many new products does your company release each year?

Typically, OMIX-ADA/Rugged Ridge/Alloy USA show between 20–30 new products at the SEMA Show each year.

A grizzly bear and a bull shark: who wins a fight in three feet of water?

Grizzly bear. In this scenario, the bull shark is nothing more than an oversized salmon.

Compiled by Jason Catullo

Mike Provencher to Lead Customer Services at ASA Automotive Systems
ASA Automotive Systems appointed Mike Provencher to director of customer services. In this new position, which was created to increase the company's focus on providing customer value, Provencher will direct and manage ASA’s customer service organization, including the Installation and Training Group, the Documentation Group, and the Software Support Group. A key focus of Provencher’s appointment is to enhance support to ASA customers through improved process development, including internal and external communication and timely responses to customer needs.

	As part of its sponsorship of the 42 annual Country Music Association Music Festival, and in partnership with the Hard Rock Cafe Nashville, A.R.E. will give away two free Taylor Swift tickets for the country artist's September 20 concert.

A.R.E. Sponsors Country Music Association Music Festival
A.R.E. announced that it will sponsor the Live Music Stages at the Hard Rock Cafe Nashville, June 5–9, during the 42 annual Country Music Association Music Festival in Nashville, Tennessee. A.R.E. will showcase its A.R.E. Overland truck cap during the event. Also, as part of its sponsorship, A.R.E. and Hard Rock Cafe Nashville will give away two free Taylor Swift tickets for the country superstar's September 20 concert at the Bridgestone Arena in Nashville, as well as three nights in a downtown hotel with dinner at the Hard Rock Cafe Nashville.

Vantage Parts and Service Joins VIPAR Heavy Duty as New Stockholder
Vantage Parts and Service has joined the VIPAR Heavy Duty network of distributors as a stockholder. The company is the only independent heavy-duty warehouse distribution company in the area. Vantage Parts and Service offers a complete selection of parts and service for class 6 through 8 trucks and tractor trailers. Vantage Parts and Service is led by Mark "Whitey" Caudy, CEO—a veteran of the heavy-duty industry having spent 10 years as the general manager of a truck dealership and as a heavy-duty truck technician.

"Vantage Parts and Service strategically positions VIPAR Heavy Duty with a strong presence in the Anchorage area," said Jim Pennig, vice president, business development, VIPAR Heavy Duty. “Vantage has a reputation for providing great service to all their customers, including those who are located in remote areas outside of Anchorage.”

Maradyne High Performance Fans named Chuck Clayton national sales rep to supervise Maradyne's sales, marketing, technical support, customer relations, business and product development, as well as oversee all manufacturer's rep groups nationwide.

Maradyne Names Chuck Clayton National Sales Representative
Maradyne High Performance Fans named Chuck Clayton the company's national sales representative. Clayton will supervise Maradyne's sales, marketing, technical support, customer relations, business and product development, as well as oversee all manufacturer's rep groups nationwide. Prior to joining Maradyne, Clayton spent six years for All-Midwest Sales LLC, where he represented 25 different product lines, including Maradyne High Performance Fans in North and South Carolina. Earlier in his career, Clayton worked for MBNA America for 12 years as the company's motorsports coordinator, where he was responsible for all aspects of race support. Most notably, Clayton worked with the Bill Davis #22 NASCAR team with driver Ward Burton.

Don Bickle Jr. Earns Federated's Industry Advocacy Award
Don Bickle Jr., president of S&W Supply and Warehouse Inc., was recently presented the Industry Advocacy Award from Federated. “Don Bickle truly exemplifies the idea of giving back for the betterment of everyone,” said Rusty Bishop, CEO of Federated Auto Parts. “Not only does Don play a leadership role with the Federated membership, he volunteers a considerable amount of his time, as well as his great knowledge, on behalf of the automotive aftermarket. We congratulate Don on receiving our Industry Advocacy Award—a truly well-deserved honor.” In the late ’80s, Bickle joined the Board of Governors of Federated and served as chairman in ’91. He currently serves on the Federated executive committee and is chairman of the Federated audit committee. He has also previously served on the AWDA board from ’98–’01 and ’08–’11 and he also represents Federated on AAIA’s government affairs committee.

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 SEMA Editors

The web-based educational series will help manufacturer's representatives learn more about what the SDC offers through courses designed to build confidence in talking to customers about the SDC’s product data management system.

Participants will have three weeks to complete each of the four sessions and the corresponding quizzes. Those who successfully complete the series will be awarded a certificate of completion, custom lapel pin and be recognized by SEMA and the MRN as SDC ambassadors.

Part one—an overview of the SDC to provide the foundation for the following three courses—is now available to MRN members. This session covers the mission and goals of the SDC, along with key terms reps will need to know when discussing the SDC with customers.

MRN members will soon receive an e-mail from the SEMA Mindflash account with a link to start the first course, including the quiz. In Bennett’s words, “This is your opportunity to be on the front end of something that will make a difference in the business of your suppliers and receivers.”

For questions about the certification program, please contact SDC Director of Membership Jim Graven at JimG@semadatacoop.org or 888-958-6698, ext. 4.

To learn more about the MRN, visit their website or contact Bryan Harrison, senior manager of councils, at BryanH@sema.org or 909-978-6691.

By SEMA Editors

The web-based educational series will help manufacturer's representatives learn more about what the SDC offers through courses designed to build confidence in talking to customers about the SDC’s product data management system.

Participants will have three weeks to complete each of the four sessions and the corresponding quizzes. Those who successfully complete the series will be awarded a certificate of completion, custom lapel pin and be recognized by SEMA and the MRN as SDC ambassadors.

Part one—an overview of the SDC to provide the foundation for the following three courses—is now available to MRN members. This session covers the mission and goals of the SDC, along with key terms reps will need to know when discussing the SDC with customers.

MRN members will soon receive an e-mail from the SEMA Mindflash account with a link to start the first course, including the quiz. In Bennett’s words, “This is your opportunity to be on the front end of something that will make a difference in the business of your suppliers and receivers.”

For questions about the certification program, please contact SDC Director of Membership Jim Graven at JimG@semadatacoop.org or 888-958-6698, ext. 4.

To learn more about the MRN, visit their website or contact Bryan Harrison, senior manager of councils, at BryanH@sema.org or 909-978-6691.

By SEMA Editors

The web-based educational series will help manufacturer's representatives learn more about what the SDC offers through courses designed to build confidence in talking to customers about the SDC’s product data management system.

Participants will have three weeks to complete each of the four sessions and the corresponding quizzes. Those who successfully complete the series will be awarded a certificate of completion, custom lapel pin and be recognized by SEMA and the MRN as SDC ambassadors.

Part one—an overview of the SDC to provide the foundation for the following three courses—is now available to MRN members. This session covers the mission and goals of the SDC, along with key terms reps will need to know when discussing the SDC with customers.

MRN members will soon receive an e-mail from the SEMA Mindflash account with a link to start the first course, including the quiz. In Bennett’s words, “This is your opportunity to be on the front end of something that will make a difference in the business of your suppliers and receivers.”

For questions about the certification program, please contact SDC Director of Membership Jim Graven at JimG@semadatacoop.org or 888-958-6698, ext. 4.

To learn more about the MRN, visit their website or contact Bryan Harrison, senior manager of councils, at BryanH@sema.org or 909-978-6691.

SEMA News—June 2013

INTERNATIONAL
By Alysha Webb

Accessory-Friendly Vehicles

Top Global Markets

It doesn’t stop there. SEMA can tell you what vehicles are on the road in the Arabian Peninsula countries, Russia, China, Brazil, Japan and selected Euro-pean countries.

To help you spot trends, all the information is available for 2005 through 2011. Mining the data can help you make more informed decisions about how to use your international marketing resources.

SEMA has sorted the data so that it is grouped to suit members’ needs and interests. The 22 country-specific reports have the top 25 cars, SUVs and pickups as well as musclecar sales in each country.

The Gulf Coast Cooperative countries—Bahrain, Kuwait, Oman, Qatar, the United Arab Emirates and Saudi Arabia—are all good markets for SEMA members. SEMA has detailed info for each one.

You will see that the Land Cruiser 100 is popular in every country, but its popularity varies widely. It was the best-selling model from 2005 through 2011 in Bahrain and Oman, but combined sales equaled only some 90,800. In Saudi Arabia, the largest market in the group, the Land Cruiser ranked 15th, but the sales volume was some 60,000.

In Saudi Arabia, the HiLux pickup, a popular model for customization, was the second-most popular vehicle in the Kingdom from 2005 through 2011, with 275,227 units sold.

For musclecars, you might consider Mexico. The best-selling musclecar there from 2005 to 2011 was the Mustang at 13,511 units.

SEMA-Focused Slicing and Dicing

SEMA knows that the Jeep brand is especially popular among its members. So it sliced and diced the data to produce a report on the global market for Jeeps. Among the top 40 Jeep markets globally, the United States is far and away the largest, with 419,349 units sold in 2011 and 2.7 million sold from 2005 through 2011. But Jeeps are also popular in China, the fourth-largest global market in 2011 with 17,881 units sold. Jeep is growing in popularity in China. And the same information is available for individual Jeep models, such as the Cherokee and Wrangler. Did you know that Germany was the ninth-largest global market for the Wrangler in 2011, ahead of Japan?

SEMA has data on the top 40 markets for 13 different truck models, including three Toyota models, two Ram models, two Mitsubishi models, the Chevy Silverado and, of course, the Ford F-Series.

Pickups are extremely popular in the Association of Southeast Asian Nations as well, though they tend to prefer smaller models. Pickups account for half the light-vehicle sales in Thailand. According to SEMA data, the top-selling truck in Thailand was the HiLux, with 958,528 units sold from 2005 through 2011.

Certain car brands are popular for customization. SEMA has listed the top 40 country markets from 2005 through 2011 for the Honda Civic, Mazda CX-7, Camaro, Corvette, Viper, Mustang, Firebird, Scion FR-S and Fiat 500.

The United States is the top market for most, often followed by Canada. Italy is the top market for the Fiat 500, however. And Australians really like the Mazda CX-7. It was the second-largest global market behind the United States for the sporty car in 2005 through 2011.

For the big picture, SEMA also has the percentage and actual sales figures of cars vs. light trucks in countries for 2005 through 2011. Use that information to find markets where trucks are popular. For example, light trucks accounted for 85% of all sales in Indonesia in 2011. Total light-truck sales were 701,247 units. For make/model information by country and/or by make/model, visit www.SEMA.org/international.

In addition to the resources described above, SEMA organizes overseas trips for members to key emerging markets, including the Middle East and China. These trips provide members with access to difficult-to-obtain vehicles that are popular overseas but not sold in the United States. In addition, SEMA has imported a Toyota HiLux and the new global Ford Ranger under this program.

These programs are made possible through a partnership with the U.S. Department of Commerce. Registration for all of these programs and resources are available online or by contacting SEMA’s International and Government Relations Director Linda Spencer at lindas@sema.org.

SEMA News—June 2013

INTERNATIONAL
By Alysha Webb

Accessory-Friendly Vehicles

Top Global Markets

It doesn’t stop there. SEMA can tell you what vehicles are on the road in the Arabian Peninsula countries, Russia, China, Brazil, Japan and selected Euro-pean countries.

To help you spot trends, all the information is available for 2005 through 2011. Mining the data can help you make more informed decisions about how to use your international marketing resources.

SEMA has sorted the data so that it is grouped to suit members’ needs and interests. The 22 country-specific reports have the top 25 cars, SUVs and pickups as well as musclecar sales in each country.

The Gulf Coast Cooperative countries—Bahrain, Kuwait, Oman, Qatar, the United Arab Emirates and Saudi Arabia—are all good markets for SEMA members. SEMA has detailed info for each one.

You will see that the Land Cruiser 100 is popular in every country, but its popularity varies widely. It was the best-selling model from 2005 through 2011 in Bahrain and Oman, but combined sales equaled only some 90,800. In Saudi Arabia, the largest market in the group, the Land Cruiser ranked 15th, but the sales volume was some 60,000.

In Saudi Arabia, the HiLux pickup, a popular model for customization, was the second-most popular vehicle in the Kingdom from 2005 through 2011, with 275,227 units sold.

For musclecars, you might consider Mexico. The best-selling musclecar there from 2005 to 2011 was the Mustang at 13,511 units.

SEMA-Focused Slicing and Dicing

SEMA knows that the Jeep brand is especially popular among its members. So it sliced and diced the data to produce a report on the global market for Jeeps. Among the top 40 Jeep markets globally, the United States is far and away the largest, with 419,349 units sold in 2011 and 2.7 million sold from 2005 through 2011. But Jeeps are also popular in China, the fourth-largest global market in 2011 with 17,881 units sold. Jeep is growing in popularity in China. And the same information is available for individual Jeep models, such as the Cherokee and Wrangler. Did you know that Germany was the ninth-largest global market for the Wrangler in 2011, ahead of Japan?

SEMA has data on the top 40 markets for 13 different truck models, including three Toyota models, two Ram models, two Mitsubishi models, the Chevy Silverado and, of course, the Ford F-Series.

Pickups are extremely popular in the Association of Southeast Asian Nations as well, though they tend to prefer smaller models. Pickups account for half the light-vehicle sales in Thailand. According to SEMA data, the top-selling truck in Thailand was the HiLux, with 958,528 units sold from 2005 through 2011.

Certain car brands are popular for customization. SEMA has listed the top 40 country markets from 2005 through 2011 for the Honda Civic, Mazda CX-7, Camaro, Corvette, Viper, Mustang, Firebird, Scion FR-S and Fiat 500.

The United States is the top market for most, often followed by Canada. Italy is the top market for the Fiat 500, however. And Australians really like the Mazda CX-7. It was the second-largest global market behind the United States for the sporty car in 2005 through 2011.

For the big picture, SEMA also has the percentage and actual sales figures of cars vs. light trucks in countries for 2005 through 2011. Use that information to find markets where trucks are popular. For example, light trucks accounted for 85% of all sales in Indonesia in 2011. Total light-truck sales were 701,247 units. For make/model information by country and/or by make/model, visit www.SEMA.org/international.

In addition to the resources described above, SEMA organizes overseas trips for members to key emerging markets, including the Middle East and China. These trips provide members with access to difficult-to-obtain vehicles that are popular overseas but not sold in the United States. In addition, SEMA has imported a Toyota HiLux and the new global Ford Ranger under this program.

These programs are made possible through a partnership with the U.S. Department of Commerce. Registration for all of these programs and resources are available online or by contacting SEMA’s International and Government Relations Director Linda Spencer at lindas@sema.org.