By Juan Torres

Jay Leno will kick off the 2021 SEMA Show as the featured guest of the New Products Breakfast, Tuesday, November 2. Taking place before the SEMA Show floor officially opens that same day, the New Products Awards Breakfast is akin to an opening ceremony for the four-day event, where automotive innovation, technology and advancement take center stage.

As the featured guest of the New Products Breakfast, Leno will inspire and motivate show attendees as the best new product award winners are announced.

“Leno is an automotive expert whose high energy and passion represents that of the industry’s,” said Tom Gattuso, SEMA vice president of events. “Like the exhibitors at the SEMA Show, Leno pushes the boundaries and continually raises the bar. We’re thrilled to have him join us for the opening breakfast of what is likely to be one of the most iconic SEMA Shows ever.”

Tickets to the New Products Breakfast are available to all SEMA Showgoers at no cost by visiting www.semashow.com/banquet. If you are already registered for the Show, please proceed to your exhibitor dashboard to RSVP for this and other events offered during the week of the Show. Tickets are free to all credentialed attendees, but must be reserved in advance as seating is limited.

In addition to a sit-down breakfast served beginning at 7:30 a.m. at the Westgate Las Vegas Resort & Casino, the event includes announcements and introductions of the best new product winners. Awards are presented in 16 categories and will be showcased in the New Products Showcase throughout the week of the SEMA Show. The New Products Showcase, voted on by buyers and media as the No. 1 SEMA Show destination, includes exhibitors’ new and featured products displayed in a single location. All exhibitors may enter an unlimited number of products into the Showcase, with the first entry offered at no cost.

The SEMA Show takes place November 2–5, in Las Vegas, with the Show floor opening at 9:00 a.m. More than 1,300 exhibiting companies are set to participate throughout the Las Vegas Convention Center. To date, more than 40,000 buyers have signed up to attend.

Make your free reservation for the New Products Awards Breakfast.

By SEMA Editors

It’s been two years since the sights of the parade of custom vehicles from behind the walls of the trade-only SEMA Show; Formula DRIFT competitors narrowly missing the cement drift box barriers; flames shooting from the chrome headers of vintage dragsters; the smells of nitrous and burning rubber; and the sounds of squealing tires, high-revving engines, the cheering crowd and rocking bands.

SEMA Ignited, the official SEMA Show after-party, is back in-person and in Las Vegas. This year the event will take place at the new LVCC West Hall parking lot.

Credentialed 2021 SEMA Show attendees can access the event for free with their badge. Enthusiasts can access the event by purchasing one of two ticket types—a previously offered SEMA General Admission Ticket or the all-new SEMA Friday Experience that gives the ticket holder Friday access to the SEMA Show and to SEMA Ignited.

SEMA Ignited General Admission Ticket

View hundreds of cars and trucks as they parade out of the Las Vegas Convention Center, drifting by Formula DRIFT, food, music and much more.

What You Get: Includes entry to SEMA Ignited, Friday, November 5, from 3:00 p.m.–10:00 p.m.

Price: $20 if purchased online or at the SEMA Ignited Ticket Office on Friday, November 5.

SEMA Friday Experience Ticket

For the first time ever, SEMA is offering a limited number of enthusiasts entry into the trade-only SEMA Show through the purchase of the SEMA Friday Experience ticket. The SEMA Show offers an attendee experience like no other trade show on the planet. It’s the best place to see the newest automotive performance products and to discover the latest product and vehicle trends.   

What You Get: Includes Friday entry into the SEMA Show from 9:00 a.m.–4:00 p.m. and SEMA Ignited from 3:00 p.m.–10:00 p.m. on Friday, November 5.

Important Restrictions: Each person must pick up their own ticket. You may not send anyone else in your place. NO EXCEPTIONS. Please be prepared to show a valid government-issued photo ID when picking up your ticket. The name on your photo ID must match the name on this confirmation. No one under the age of 16, including infants, is allowed access to the exhibits. No exceptions. Show management does not provide childcare services on-site. Use of a school-issued ID to prove age is not acceptable unless it provides a date of birth. Tickets CANNOT be reproduced, transferred or resold. No day of purchases will be permitted.

Price: $90. No on-site ticket purchases will be permitted.

Purchase tickets now!

For more information, visit www.semaignited.com.

By SEMA Editors

A performance by Light Balance—a hi-tech neon and LED show with elements of acrobatic and dance choreography—will entertain all those attending the 2021 SEMA Industry Awards Banquet, taking place Thursday, November 4, at the nearby Westgate Las Vegas Resort and Casino. Hosted by Jarod DeAnda and Kevin Oeste, the annual event is the industry’s premier celebration, and follows three full days of activity at the Las Vegas Convention Center.

The SEMA Industry Awards Banquet is the automotive specialty-equipment market’s premier awards ceremony where industry excellence and achievements are celebrated. Held annually, the event is the industry’s single largest gala attended by automotive icons, professionals, supporters and celebrities. Winners of the SEMA Person of the Year, Manufacturer of the Year, WD of the Year and Gen-III Innovator of the Year will be announced at the event. Tributes will be made to this year’s SEMA Hall of Fame inductees: Jessi Combs, Rick Love, Bob Moore and Carl Schiefer. The evening will feature a cocktail hour, formal sit-down dinner, a performance by Light Balance and comedy by Adam Ferrara. Attendees will also have the opportunity to watch the top two SEMA Launch Pad finalists compete live on stage and vote for their favorite product.

All SEMA Show exhibitors qualify to obtain a limited number of free tickets to the banquet based on their booth size. All Showgoers are also able to purchase banquet tickets at www.semashow.com/banquet. If you are already registered for the Show, please proceed to your exhibitor dashboard to RSVP for this and other events offered during the week of the Show.

The 2021 SEMA Show takes place November 2–5, 2021, in Las Vegas. The annual trade-only show brings manufacturers of automotive parts and accessories together with industry buyers from all over the world.

 By SEMA Editors

Exhibitors of the 2021 SEMA Show are invited to expand their reach, product exposure and Show-floor presence by offering products to builders through the Products for Project-Vehicle Builders list. The list connects manufacturers with builders looking to create or complete a vehicle project.

The list, which will be updated in SEMA eNews, features product offers and contact information provided by confirmed SEMA Show exhibitors. Builders interested in obtaining a product use the information to contact exhibitors directly. With each project vehicle required to be supported by a current 2021 SEMA Show exhibitor, all product-placement decisions, negotiations and agreements are the responsibility of the exhibiting manufacturer and the builder.

The list is open to exhibitors of the 2021 SEMA Show only. To be included in the list, complete the form.

Exhibitors: Each submission will appear on a first-come, first-served basis. As participation increases, all submissions will also be archived on www.SEMAShow.com.

Note: For verification purposes, the Project-Vehicle Builders form must be used to participate in the program; email submissions will not be included in the list. Participation in the list does not guarantee product or vehicle placement at the 2021 SEMA Show.

View the Products for Project-Vehicle Builders list.

By Ashley Reyes

DeatschWerks is the newest SEMA Motorsports Parts Manufacturers Council (MPMC) member spotlight company.

Manufacturer of high-performance fuel system components, DeatschWerks (DW) was established in 2004 by offering high-flow drop-in fitment fuel injectors. The company expanded into fuel pumps in 2009 with the DW300—the highest-flowing in-tank fuel pump of its time. Since then, DW has developed a wide range of innovative fuel system components, which include in-tank and in-line pumps, surge tanks, fuel rails, fuel filters, pressure regulators, and fuel-specific lines, fittings and adaptors.

Today, the DeatschWerks lineup of fuel-system components includes more than 1,100 SKUs covering sport-compact, modern muscle, Euro and powersport applications. Get to know the company’s history in SEMA’s interview with Matt Henson, DeatschWerks’ marketing manager, below.  

SEMA: How did the business get started and what were the biggest hurdles?    

MH: DeatschWerks was born in David Deatsch’s garage while he was tinkering with his own fuel injectors trying to get more performance out of them. What he figured out for himself worked for friends’ cars too, and before long, he had customers coming to him for bigger injectors.

One of the biggest hurdles has been growing the business from its roots in the garage to a full-scale manufacturing environment while remaining entrepreneurial and agile.

SEMA: What was your breakthrough moment?    

MH: The breakthrough product for DeatschWerks was the release of the DW300 fuel pump in 2009. Prior to that, DeatschWerks was focused on fuel injectors. With the success of the new fuel pump, DW quickly began the path to engineering components to be able to offer full fuel systems.

SEMA: Tell us about a particular project, product or build you are proud of.    

MH: The DW440 Brushless fuel pump is a unique product and one we are very proud of. It was the first in-tank brushless fuel pump. Brushless motors are more efficient, more powerful and more compact than traditional motors. So, the DW440 Brushless fuel pump is one of our smallest pumps we offer but also one of our most powerful. Also, because it’s brushless, it is compatible with all fuels including methanol, ethanol and diesel.

SEMA: What does MPMC mean to your company?    

MH: As a manufacturer of performance parts used by motorsport enthusiasts, we are drawn to MPMC’s dedication to preserving and promoting the motorsports parts industry. Each year, DW participates in MPMC’s Media Trade Conference, which provides an opportunity to preview product plans to industry media outlets as well as networking opportunities with other motorsports part manufacturers.

SEMA: What is one thing you could say that MPMC could do to help a new or growing business in the motorsports industry?

MH: One thought would be to do a format much like the Media Trade Conference but with business resources to help smaller, or quickly growing companies to gain insight into business, sales, IT, or marketing resources, tactics or strategies.

SEMA: What do you want others to know about your company?    

MH: We are a company of motorheads. We not only design, build and sell our products, but we also use them in our own projects. We have employees who race dirt track, quarter-mile, half-mile, drifting, endurance road racing, and even one who races semi-trucks! So, a lot of our product ideas come through our own experiences. We also keep in close contact with our customer base through social media, trade shows like SEMA and racing events. Our customers have great ideas for new products and how to improve our existing products.

Fill out an MPMC member spotlight form to highlight how you or your company are contributing to the motorsports industry. Selected candidates are eligible to be featured on MPMC’s social media, SEMA eNews and future MPMC member updates.

By SEMA Editors

It’s not too late to enter a product(s) in the New Products Showcase—the No. 1 reason buyers attend the SEMA Show. The first product is always free; however, additional products are now $150 per product category.

Nearly 60% of SEMA Show buyers head to the Show with a list (plan) of the exhibitors they need to connect with. The first stop for most of these buyers will be the SEMA Show New Products Showcase, a modern museum of new products that are available to customers now, or making their market debut at the Show. This year, the Showcase will be located in one continuous space of 30,000 sq. ft. in the Upper South Hall, and all scanning can be done using the SEMA Show app.

Exhibitors are encouraged to take advantage of the this opportunity to enter at least one product in the Showcase. Not only does the Showcase provide exhibitors with an additional avenue to reach new buyers away from their booth displays, products that meet the new product criteria may qualify to receive additional benefits, including eligibility for a SEMA Show New Product Award.

The best part: the first product you enter is free!

Enter your new products now!

In addition to the inherent benefits of entering the Showcase, each product will be photographed by SEMA's team of professional photographers, and the images will be featured in SEMA News and at www.SEMAphotos.com. They will also be promoted to the media and available to buyers at the Show.

Entry Fees:

• The first product entered in one category in the New Products Showcase is FREE!
• Additional $150 per product category.
• Entries submitted on-site will be accepted on a space availability basis.

For more information on New Products Showcase display guidelines, visit www.SEMAShow.com/esm.

By SEMA Editors

Dates and locations have been scheduled for several upcoming SEMA-sponsored shows, measuring sessions and activities.

By SEMA Editors

The 2021 SEMA Show is less than two weeks away. Here’s a rundown of key deadlines for several booth services, as well as checklists to keep you on track and on budget.

Complete Deadlines Checklist

The Deadlines Checklist provides a breakdown of all of the deadlines for booth orders, rentals, booth vehicle applications, celebrity appearance notifications and much more.

Budget Checklist – Double check your Show prep.

The budget checklist form allows you to keep track of all your costs and ensures that you are adequately prepared for your experience at the SEMA Show. 

Upcoming Exhibitor Deadlines – Take advantage of discounts by acting before the deadlines.

• October 22 – Photography Order – Expo Ease
• October 22 – Plant and Floral Order – Expo Ease
• October 22 – Vehicle Detailing (Advance Rate) – Professional Detailers
• November 5 – Members Lounge Conference Room Reservation by 3:00 p.m.

Click here for a complete listing of 2021 SEMA Show deadlines.

More information on the 2021 SEMA Show is available at www.SEMAShow.com.

By SEMA Editors

SEMA eNews highlights SEMA-member companies’ websites weekly through the Hot Links to Cool Sites section. SEMA members: To be included in Hot Links to Cool Sites, email your company name and website to enews@sema.org. Note: Make sure to include “Hot Links” in the subject line of the email.

• Action Clutch
• Baer Sport
• Coast to Coast
• DiabloSport
• DualLiner
• Exedy
• Focus Auto Design Inc.
• Havoc Offroad
• Innovate Motorsports
• Parts Pit Stop

By SEMA Editors

Latest Jobs Added to SEMA Career Center

Are you hunting for a new job? The SEMA Career Center has a comprehensive listing of automotive-related job openings around the country. Here are some of the latest jobs posted to the website.

Sales Representative
GRP Equipment is hiring a sales representative in limited territories to sell its wheel service equipment. Applicants should be self-starters, motivated to make sales and develop distributorships in their areas. Salespeople must have the ability to transport machinery to demonstrate and sell, as well as service, under warranty. The ideal candidate will have a background in automotive shop equipment.

Bookkeeper
Verifacts Automotive is hiring a bookkeeper responsible for accounting duties (both accounts payable and accounts receivable) and performing monthly bank reconciliations and credit card reconciliations. Candidates must have experience in an administrative role, QuickBooks experience and be comfortable using Microsoft Office products, especially Excel.

Vice President of Marketing
SD Wheel is hiring a vice president of marketing responsible for leading the total marketing strategy to ensure sales, growth, start-up initiatives, brand well-being, and total profitability of the truck division’s scale each year. This position will lead, create and manage the strategic deployment of the EEI plans as they relate to all truck divisions while primarily focusing on marketing, brand awareness, enterprise scalability, sales, new company origination, all while owning the success of the metrics related to the health of each company that allows them to grow 60% year over year. The ideal candidate will be an expert and leader in lean business performance management systems; marketing management systems and catch ball techniques; brand origination, brand tone and understanding the voice of the customer; and organic, video and social channel initiatives.