SEMA News—February 2022

INDUSTRY NEWS

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

’23 Range Rover PHEV

’23 Ford Maverick Rattler

’23 Chevrolet Colorado

We can tell that the four-door, shortbed configuration is on full display. There’s also what appears to be a set of prominent rear fenders along with a set of steelie wheels.

The next-gen Colorado is expected to launch some time in 2022 or 2023, and will use an evolution of the GMT31XX architecture used by the current trucks called 31XX-2.

SEMA News—February 2022

Global Tire Expo New Products

By Douglas McColloch

The Newest Tires for 2022

The Latest Treads and Tire Accessories From the 2021 SEMA Show

One reason why tire sales remain robust could be the fact that the sheer number of tread patterns and available sizes have never been more varied. From knobby off-road treads to ultra-grippy track tires, there’s a tire for just about any road surface, vehicle application, wheel diameter or driving style. What follows here is the roster of tires and related products that were displayed in the New Product Showcase at the 2021 SEMA Show.

Among automotive enthusiasts, few components stir as much discussion and inspire as much brand loyalty as tires. Tires are such a huge and influential segment of the automotive aftermarket—comprising an estimated $4.60 billion in sales last year, according to the latest SEMA Market Report—that they warrant their very own floor (along with their companion wheels) at the Las Vegas Convention Center for the annual SEMA Show.

A210861

Anyline Inc.
Tire DOT Scanning

Anyline tire identification number scanning quickly identifies, collects and digitizes DOT numbers with a mobile device. Simply point the mobile device at the wheel and—with Anyline’s solution integrated in its platform—find out the age, manufacture location and tire specifications.

857-353-6750
www.anyline.com

A210716

ATEQ TPMS Tools LC
VT67: Tablet-Based Complete TPMS and Tire Management Diagnostic Tool

With interactive menus, complete TPMS diagnostic capability and even built-in support, the VT67 completely reimagines the way technicians diagnose and validate TPMS systems. The tool boasts more than 30 features and functions that include a built-in camera to document any vehicle issue.

734-838-6119
www.ateq-tpms.com/en-us
PN: VT67-0000

A210717

ATEQ TPMS Tools LC
VT57: All-in-One TPMS and Tire Management Tool

The all-new VT57 supports an intuitive touchscreen interface, 100% OEM sensor diagnostic coverage, 90% OBD coverage, tire tread-depth capturing, Sync-ID OBD technology, and much more. Constant live sensor updates and the ability to connect to Wi-Fi ensure that the VT57 has the latest coverage available.

734-838-6119
www.ateq-tpms.com/en-us

B210020

Bartec USA LLC
TechRitePro

High-powered functionality at an entry-level price. The TechRitePro also serves as a Rite-Sensor programmer and includes the Bartec exclusive Rite-Sync technology. Included are more OBD-II relearns, Vindicate and Rite-Sync. The TechRitePro is fast, accurate, easy and affordable.

586-685-1300
www.bartecusa.com
PN: WRTTRP100

A210621

Atturo Tire
AZ850 Drag Radial

Atturo’s first drag radial tire, the DOT-compliant AZ850DR is engineered to complement the current Atturo AZ850 as a rear tire on staggered fitments for popular vehicles such as Dodge Challenger, Charger, Ford Mustang and Chevy Camaro. New sizes: 315/40R18, 305/30R19, 285/35R19, 285/30R20, 305/30R20, 315/30R20, 335/30R20, 305/35R20, 315/35R20 and 275/40R20.

224-772-8508
PN:AZ850DR-315-35-R20

B210275

Cerebrum Smart Tire Technologies
Eco Tire Management Solution

Said to be the first commercially available IoT tire management solution for fleets, including reusable tire-mounted sensors, an LTE-enabled telematics gateway, and cloud-based software for analytics. Cerebrum solutions report never-before-seen real-time analytics, including pressure, temperature, tread depth and radial load for any vehicle.

424-272-5262
www.cerebrumsensor.com
PN: CEREBRUMECO

C210015

Cooper Tire
Discoverer Snow Claw

The Discoverer Snow Claw is a studdable truck and SUV tire designed to handle extreme winter conditions. The Snow Claw features Snow-Groove technology, trapping snow and using that trapped snow for greater traction, handling and stopping power. The Snow Claw utilizes a Winter-Grip compound to stay supple and flexible in cold temperatures.

800-854-6288
www.coopertire.com
PN: 9000037668

C210016

Cooper Tire
Discoverer Rugged Trek

The Discoverer Rugged Trek is an all-season on-/off-road truck tire. Its unique rough-terrain pattern, featuring Stone Blockades, keeps rocks and stones out of the tire. The Rugged Trek is built to provide enhanced grip on wet roads and features Whisper Grooves to block the rush of air through the tire, helping eliminate noise on the highway.

800-854-6288
www.coopertire.com
PN: 90000036420

C210302

Greenball
GBC Mongrel SQ

The GBC Mongrel SQ is a bold redesign of the widely popular Mongrel and features square lugs that extend across the tire tread and down to the sidewall, giving it serious speed and braking power even on today’s faster machines. With its closely grouped tread design and bulky lugs, the Mongrel SQ can handle hard terrains and wooded areas with ease.

800-946-9412
www.greenballtires.com
PN: AM143295MGSQ

C210304

Greenball
GBC Parallax

GBCs newest tire, the Parallax features an advanced tread design with deep sipes at the center tread capable of serious flex and grip when exploring off-road. Equipped with broad shoulder lugs for easy cleanout of debris and buildup, keeping the tire in constant contact with road.

800-946-9412
www.greenballtires.com
PN: AE153310PX

C210303

Greenball
GBC Terra Master SQ

The GBC Terra Master SQ is a bold new redesign of the industry-leading Terra Master. Featuring an advanced square-
shoulder design and two distinct tread patterns, users can alternate sides for better traction in either hard or soft to intermediate terrains. The carcass construction has been updated to a lightweight 10-ply-rated nylon construction.

800-946-9412
www.greenballtires.com
PN: AE173510TMSQ

C210213

GRP Equipment
2460 TRF-Deluxe Tire Changer

GRP Equipment’s newest professional tire changer has a powerful 1.6hp motor and is designed with the technician in mind for changing low-profile tires. Its heavyweight chassis and easy-to-use wheel lift make lifting the heaviest tires effortless. The cheetah-style bead blaster makes even the most difficult tire easy to seat.

804-365-7959
www.grpequip.com
PN: 2460 TRF-Deluxe

C210305

Greenball
Kanati Commandant ATX

 

The Kanati Commandant is Greenball’s newest light-truck tire, perfect for a daily driver whether using a light truck or an SUV to commute. Its aggressive tread pattern and bold shoulder lugs were designed to give the truck a boost in appeal while providing traction and increased handling in a variety of terrains and conditions.

800-946-9412
www.greenballtires.com
PN: LCO2035125F

A210798

Kenda Tires
Klever M/T2

The Klever M/T2, Kenda’s second-generation mud-terrain tire, is designed for consumers and enthusiasts desiring maximum traction in the toughest off-road environments. The aggressive design is backed by extreme durability with an optimized tread compound formulated for chip/cut resistance and enhanced grip. Designed for people who cut their own path.

866-536-3287
www.kendatire.com

A211044

JMK Computerized TDIS Inc.
Service/Smart

Smartphone marketing to tether customers to their vehicle service dealers using a QR-coded vehicle window sticker, artificial intelligence, and the customer’s own smartphone.

217-384-889
www.service-smart.net

C210052

Mickey Thompson Tires & Wheels
Pro Bracket Radial

Two new sizes (29.5/10.5R17 and 29.0/11.5R20) fit late-model musclecars with larger-diameter wheels. Tubeless radial construction provides low rolling resistance and consistent performance for bracket racing or high-horsepower applications that require maximum traction. The rollouts are always the same; no need for tire matching.

800-222-9092
www.mickeythompsontires.com
PN: 90000059993

C210053

Mickey Thompson Tires & Wheels
Baja Pro X UTV

This tire features a sticky competition compound for ultimate grip and Pro-Tech construction for extreme flexibility on irregular surfaces. Mud scoops provide cleaning power. Massive Sidebiters with angled shoulder scallops give this tire traction and grip. Available in sizes to fit side-by-side machines. Off-road use only.

800-222-9092
www.mickeythompsontires.com
PN: 90000037611

C210051

Mickey Thompson Tires & Wheels
ET Street Front

 

Unlock the potential for quicker elapsed times with this DOT-approved front skinny. A great complement to the popular ET Street R and ET Street S/S drag radials, this lightweight tire features radial construction and lower rolling resistance. Made for early- and late-model musclecars, hot rods and street rods with 15-, 17- and 18-in. wheels.

800-222-9092
www.mickeythompsontires.com
PN: 90000040481

C210054

Mickey Thompson Tires & Wheels
Baja Boss A/T

Asymmetrical tread design optimized for less noise. Aggressive Sidebiters for bold looks, extreme off-road traction and protection. Silica-reinforced compound for lasting tread life, cut/chip resistance and impressive wet performance. Most sizes are severe-snow-service rated with a 3PMS certification. SUV sizes feature a 60,000-mi. warranty.

800-222-9092
www.mickeythompsontires.com
PN: 90000036845

C210055

Mickey Thompson Tires & Wheels
Baja Legend MTZ

Legendary Mickey Thompson styling with optimized tread geometry to conquer terrain both on- and off-road. Sidebiters for a bold look and off-road traction plus PowerPly three-ply sidewalls for puncture resistance and quick steering response. Silica-reinforced compound for lasting tread life, cut/chip resistance, wet handling and braking performance.

800-222-9092
www.mickeythompsontires.com
PN: 90000057367

C210056

Mickey Thompson Tires & Wheels
Baja Legend EXP

Available in 41 sizes to fit truck, off-road, 4x4 or overland vehicles, featuring a silica tread compound for cut and chip resistance, wet handling and braking performance. Optimized tread design for maximum on- and off-road grip and a smooth, quiet ride. Sidebiters for a bold look and sidewall protection. 50,000-mi. treadwear warranty.

800-222-9092
www.mickeythompsontires.com
PN: 90000067183

B210470

MWM Srl
Riplastic

Riplastic is MWM’s electric stapler, available in 110V or 230V. It is used to heat damaged plastic parts and bond them together with precut 0.7mm staples. It is delivered with 25 square staples, 25 inside corner staples, 25 precut winding staples, and three plastic parts smoothers. More staple shapes can be bought separately.

310-751-6873
www.mwmautomotive.com
PN: 31080

A211047

Rema Tip Top
ID CV—The Smart Solution for Tire Identification

Rema ID CV. Identification for fitted and inflated tires. Rema ID CV (Cold Vulc) offers fleet managers, leasing providers and tire inspectors with an innovative solution that can be retrofitted to fitted and inflated tires. The RFID transponder, which is incorporated into a patch, self-vulcanizes onto the tire.

800-225-7362
www.rematiptop.com
PN: REMA ID CV

A211046

Rema Tip Top
ID SF—The Smart Solution for Tire Identification

Rema ID is the new premium identification solution for the tire management process. Rema ID SF is applied into the unmounted tire. The transponder can easily withstand high temperatures as well as compression, stretching and friction forces. This means that the premium product remains in service from the first to the last day of the tire’s use.

800-225-7362
www.rematiptop.com
PN: REMA ID SF

A210984

Schrader TPMS Solutions
ST-1 TPMS Programming Tool

The ST-1 features exclusive EZ-sensor programming and has an OBDII quick-connect cable. It can measure tire tread depth (additional equipment required). It comes with unique and user-friendly software.

800-288-1804
www.schradertpms.com/en

A211017

Speedsocket/Tirestacks.com
Speedsocket Tool and Anti-Cross-Thread Wheel Nuts

Speedsocket is an impact wheel nut tool for all types of motorsports. Specially designed for fast and reliable wheel changes without ever having to touch the wheel nut. A 19mm Speedsocket uses a 1/2-in. drive with a slim outer diameter measuring only 27.2 mm. That makes it suitable for the majority of alloy racing, off-road alloy and steel rims.

904-495-0314
www.speedsocket.us
PN: SPEEDSOCKET-TRACK-M12-1.25EXT

C210293

Technovector Inc.
7 HD Mobile

 

Said to be the first in the industry machine vision mobile alignment solution for heavy-duty vehicles and the most effective and convenient system on the market. One-of-a-kind wheel aligner for heavy-duty vehicle alignment purposes. Up to four simultaneous axle live readings. Decades of proven technology combined with affordable pricing.

972-922-5755
www.technovector.us
PN: Y7204HTMC

C210292

Technovector Inc.
SmartLight 8

Said to be the most advanced and up-to-date technology based on new wheel alignment measurement principles. The system measures the desired parameters of wheel alignment angles using computer (machine) vision. Four measuring towers for contactless alignment/lift configuration. Full alignment check and complete adjustment process.

972-922-5755
www.technovector.us
PN: SmartLight 8

C210290

Technovector Inc.
Velox 2

Said to be the most advanced and up-to-date technology based on new wheel alignment measurement principles. The system measures the parameters of wheel alignment angles using computer (machine) vision. Contactless technology for an express alignment inspection. Automatic and accurate readings in seconds. Two-column system for tire-wearing angle inspection.

972-922-5755
www.technovector.us
PN: Velox 2

B210273

Tire Stickers
DigiWall Tire Lettering

DigiWall technology enables photo-quality limitless tire sidewall customization with long-term durability. Customers can now achieve more creative tire lettering designs, including multiple colors and intricate patterns. DigiWall technology is available exclusively from Tire Stickers on any pre-lettered tire and DIY kit orders.

424-272-0321
www.tirestickers.com
PN: DIGIWALL

B210119

Tire Service International LLC (TSI)
Viper VP 18 AL Gen 3.0

New and improved third-generation Viper VP 18 AL bead seater. Two adjustable handles, covered air gauge, fill valve, pop-off valve. Pushbutton discharge, making release of air effortless. A 2-in. Jet Barrel for faster release of air. Unmatched in ferocity, unrivaled in efficiency—the VP 18 AL Gen 3 Viper is slithering its way into a nearby tire shop.

602-437-5020
www.buytsi.com
PN: VP 18 AL GEN 3

B210051

TRAC—Tire Rotation Assistance Cart/Tire Jack
Tire Jack

The TRAC tire jack is a leverage tool designed to lift the wheel/tire to and from a vehicle. Simply put the tip of the tool under the tire tread and use leverage lift to slide the wheel onto the hub of the vehicle. The tool is designed to save the technician’s back, reducing workplace injuries. Use the TRAC tire jack and not the technician’s back.

720-231-1839
www.liftwithtrac.com
PN: tracktirejack1

B210229

TruStack Tire Dolly
Smart Tire Stacker

 

The smartest way to stack tires. Protects floors, customers and property. Patented safety-strap system secures the tires, reducing liability exposure from potential injury and property damage. Elevated design protects flooring from tire stains, facilitates easier cleaning. Premium commercial-duty products for tire professionals.

800-448-1876
www.chariotconcepts.com
PN: STS30

B210638

Venom Power & Predator Tires
New Mutant X-AT

The Predator New Mutant X-AT is an all-terrain tire that has a lot of bite without the loud bark. It’s an aggressive all-
terrain tire that features a unique X-block pattern in the middle of the tread that is designed to be quiet and comfortable on paved roads, making it perfect to use on daily commuter trucks or SUVs.

www.predatortires.com

B210639

Venom Power & Predator Tires
New Mutant X-MT

 

Conquer the toughest terrain with the Predator New Mutant X-MT. The X-block pattern along the middle of the tread is designed to tackle rugged terrain with ease and deliver smooth, uncompromised performance on the highway.

www.predatortires.com

 

SEMA News—February 2022

INDUSTRY NEWS

T Sportline, the Los Angeles-based manufacturer of parts and accessories for Tesla vehicles owned by Kian Capital, announced Brian Reese as its new CEO. Prior to this appointment, Reese served as the president and CEO of the Driven Lighting Group/The Retrofit Source (2020–2021) and as the president and CEO of Race Winning Brands (2017–2019). He also worked as the vice president of product for Craftsman and DieHard. Reese currently serves on the SEMA Board of Directors, IMI Board of Directors and LAND Board of Advisors.

Wilwood Engineering announced that Mark Cornwell was appointed vice president of new business development and specialty markets. Cornwell comes to Wilwood after 14 years at StopTech High-Performance Brake Systems where he worked as vice president of sales and marketing. Prior to StopTech, as the president of Sparco, Cornwell was responsible for growing the company’s motorsports racing apparel and accessory product categories. Before his tenure at Sparco, Cornwell was the first USA factory salesperson for Brembo North America.

Power Automedia announced that Scott Parker was promoted to chief operating officer. In his new role, he will be responsible for ongoing operations of Power Automedia, including working with the leaders of the publishing and Alloy Studios divisions. Parker will work hand-in-hand with Power Automedia CEO James Lawrence to continue driving Power Automedia forward. Parker has a strong leadership background in content production that includes both print publications and digital
media formats. Parker has also earned a Telly Award for his role as an executive producer on the latest season of “$10K Drag Shootout” for “Horsepower Wars.”

BorgWarner appointed Sara Greenstein to its board of directors. Greenstein was the president, CEO and a board member of Lydall, a global manufacturer of value-added engineered materials and specialty filtration solutions. Greenstein previously served as senior vice president of United States Steel Corp., where she managed the company’s $4 billion consumer solutions business unit.

Lucas Oil Products announced the addition of Heather Cameron as its new general counsel. In her role with the company, Cameron will advise executive management and the business teams on a variety of different matters. She will provide advice on current and future products, business processes, and legal and regulatory compliance. She will also develop and maintain corporate policies and procedures.

ETS Racing Fuels announced Kyle Moose as its North American race fuel manager. Moose has 15 years of experience in the motorsports industry, with seven years dedicated to racing fuels. He served stints with off-road racing’s Varner Motorsports, followed by off-road motorcycle manufacturer Hinson Clutch Components. After that, he joined VP Racing Fuels as the West Coast race fuel manager before joining Amber Resources’ petroleum distribution company.

ZF Aftermarket named Ben Smart its new vice president of the aftermarket for region North America (United States, Canada, Mexico, Central America and Caribbean). Smart has more than 15 years of experience in sales and marketing managerial roles across the financial, business and commerce sectors. He has been with ZF Group since 2015, and TRW Automotive prior to ZF acquisition. Most recently, Smart was the head of business unit independent aftermarket, where he was responsible for driving the overall growth and strategy for the business segment in North America.

Race Winning Brands was acquired by MiddleGround Capital, an operationally focused private equity firm. Race Winning Brands consists of a 12-brand portfolio of high-performance aftermarket product categories, including JE Pistons, Wiseco Performance Products, K1 Technologies, Diamond Pistons, Trend Performance, Rekluse Motor Sports, MGP Connecting Rods, ProX Racing Parts, Dart Machinery, CV4, Manley Performance and Victory 1 Performance. MiddleGround Capital founding partners John Stewart and Scot Duncan have experience with enthusiast-based products in the automotive aftermarket, having both worked with Holley Performance Products in 2012.

Lubrication Specialties Inc. (LSI) announced the addition of James Palasota as the company’s chief operating officer. Palasota has a record of developing startups into global brands, conceptualizing strategic direction and developing the internal processes to ensure integration at all levels of operations, nationally and internationally. As vice president of sales and marketing for Sottera Inc., he secured strategic partnerships in retail channels with multiple Fortune 500 companies, growing sales to $4 million, and was responsible for rolling out a global sales strategy.

DuraGo announced the appointment of Sam Rusenovich to the position of vice president of sales. Rusenovich will oversee DuraGo sales efforts for the North American aftermarket and will have regular involvement with distributors, automotive groups and manufacturer representatives across the country. Rusenovich brings more than 15 years of experience, most recently overseeing the national sales team for the traditional and commercial vehicle market segments of Brake Parts Inc./Raybestos.

Old World Industries (OWI) announced two new additions to its leadership team. Andy Rusie will serve as CFO alongside recently hired Warren Marrow, who joined OWI as COO. As CFO at OWI, Rusie brings a wealth of financial experience, having previously served as CFO for Whole Earth Brands since 2019, where he helped take the company public via a special purpose acquisition company and completed two strategic acquisitions. Prior to joining Whole Earth Brands, Rusie served as vice president of corporate finance and strategy at Mauser Packaging Solutions.

E.C.D. Automotive Design retained the services of race car engineer and consultant Cody Ragone to refine the drivability and overall performance of the company’s restored classic Defenders and Range Rovers. A specialist in grand tourer sports cars and touring car racing, Ragone has a storied pedigree with luxury racecar brands such as Audi Sport, Porsche, Lamborghini and more. He has experience in both the factory and customer racing fields and collaborated with more than 40 different teams with 17 different cars in eight different series.

SEMA News—February 2022

INDUSTRY NEWS

Report: Specialty-Equipment Industry Remains Strong Despite Disruptions

The latest “SEMA State of the Industry Report 2021” describes an automotive aftermarket that remains resilient despite considerable headwinds.

Despite ongoing disruptions in the economy, 70% of automotive specialty-equipment manufacturers report sales growth over the past year, according to the new “SEMA State of the Industry Report 2021.”

Supply-chain disruptions are affecting the automotive sector, and new-vehicle production is expected to be 7.7 million units lower in 2021 than in 2020. However, most businesses are maintaining a positive outlook, with more than 80% expecting their sales to be stable or growing over the coming year.

Key findings include:

• Delays in shipping and the ongoing microchip shortage have left automakers unable to keep up with consumer demand, pushing the average price of a new vehicle to an unprecedented $45,000 in September 2021.
• Sales in the pickup, sports car, SUV and classic vehicle segments continue to be strong, with many businesses once again seeing double-digit sales growth this year.
• Supply-chain disruptions are starting to create uncertainty. In the spring of 2021, 70% of specialty-equipment manufacturers and 75% of distributors expected their sales to grow over the coming year, but those percentages have fallen to 58% and 52%, respectively.

For more on the state of the U.S. automotive specialty-equipment market, download the “SEMA State of the Industry Report 2021” for free today at www.sema.org/research.

Legendary Racer Bob Bondurant Passes Away

Bob Bondurant, who passed away last November at age 88, founded a driving school that has taught the principles of performance driving to more than half a million students.

Legendary American race-car driver and racing instructor Bob Bondurant passed away on November 12, 2021, at his home in Paradise Valley, Arizona, at 88.

Bondurant was introduced to racing by his father, John Roper Bondurant, at the age of 8. He began his racing career piloting flat-track vehicles as a teenager. At 23, he began racing in Morgan Plus Fours before moving on to Corvettes and later the legendary Shelby Daytona Coupe, in which he won the World Sportscar Championship’s 24 Hours of Le Mans with Dan Gurney in 1964. Bondurant also raced in Formula 1 for Ferrari before moving to Can-Am with Peter Revson in the Lola T70 Mark II.

Following a 1967 crash, Bondurant retired from racing and the following year opened the Bob Bondurant School of High Performance Driving. Originally located in Orange County, California, the school later relocated to Arizona. The school has taught the copyrighted “Bondurant Method” to more than 500,000 students, including actor Paul Newman, who began his own racing career at the Bondurant school. Sold to a group of investors in 2018, it continues teaching aspiring racers as the Radford Driving School.

SEMA News—February 2022

LEGISLATIVE AND TECHNICAL AFFAIRS

Law & Order

By Stuart Gosswein

FEDERAL UPDATE

Steel and Aluminum Tariffs: The United States and the European Union (EU) have agreed to end a three-year dispute over steel and aluminum tariffs. Effective January 1, 2022, the United States no longer imposed 25% tariffs on steel (sheets, bars, tubes, etc.) and 10% on aluminum and is instead using a quota system for those imports from EU countries. The agreement will also apply to derivative products made in the EU and subject to the tariffs, such as steel bumper stampings. The Trump administration imposed the metal tariffs in 2018 under Section 232 of U.S. trade law, citing that dependence on foreign sources posed a national security threat. Argentina, Australia, Brazil and South Korea were excluded based on quotas, and Canada and Mexico were eventually excluded based on the United States–Mexico–Canada Agreement. Although the tariffs have been imposed worldwide, a primary issue to be addressed is global over-production of the metals, especially by China.

RPM Act: The Recognizing the Protection of Motorsports Act (RPM Act; H.R. 3281 and
S. 2736) clarifies that it is legal under the Clean Air Act to make emissions-related changes to convert a street vehicle into a dedicated race car. If enacted into law, it will also confirm that it is legal to produce, market and install racing equipment. SEMA’s efforts to pass the RPM Act are backed by unprecedented grassroots support in the 2021–2022 session of Congress, as enthusiasts and industry have sent more than 1.5 million letters in support of the bill to members of Congress, leading to a rapid expansion of co-sponsors. H.R. 3281 has 112 co-sponsors (88 Republicans and 25 Democrats), and S. 2736 has 22 co-sponsors (15 Republicans and seven Democrats). The letters that enthusiasts and businesses have sent in support of the RPM Act through www.saveourracecars.com are being noticed on Capitol Hill and continue to make a difference, but there’s more that you can do to pass the RPM Act:

• Sign a letter to your lawmakers on company letterhead. Email erics@sema.org for a template and for more information.
• Post about the RPM Act on your company’s social-media accounts using the digital assets toolkit: https://sites.sema.org/rpmtools.
• Become a member of SEMA and learn more about SEMA’s Political Action Committee (SEMA PAC) at www.semapac.com. SEMA PAC allows SEMA members to support the lawmakers who stand up for the industry in Washington.

Infrastructure Bill Signed Into Law: In early November, President Biden signed the bipartisan “Infrastructure Investment and Jobs Act” (IIJA) into law. The IIJA represents a historic investment in infrastructure after similar efforts failed in previous years. The law will help address deteriorating roads, bridges, tunnels and ports that have been neglected across the country and have contributed to supply chain bottlenecks in recent months.

The IIJA provides $550 billion in new funding over five years for all modes of transportation, water, power and energy, public lands, and broadband. Highlights include:

• $110 billion to repair highways, bridges, and roads
• $39 billion to expand and modernize public transit systems
• $7.5 billion for electric vehicle charging infrastructure
• $65 billion to update and expand the power grid
• $66 billion to improve passenger and freight rail service
• $15.6 billion for the Highway Safety Improvement Program
• $42 billion in new spending for ports and airports
• $47 billion in infrastructure upgrades to address climate change and cyberattacks
• $65 billion for broadband infrastructure and development

The law also directs the National Highway Traffic Safety Administration to issue several rules to promote vehicle safety for new vehicles. These include mandating that all new vehicles have monitoring systems to detect drunk drivers as early as 2026; rear-seat reminders to alert parents if a child is left in the back seat as early as 2025; and automatic emergency braking and lane departure warnings, although no date was set for this rule. Most automakers joined a voluntary agreement under the Obama administration to install automatic emergency braking equipment on a majority of their models by September 2022.

Employee Retention Tax Credit: A provision in the recently signed IIJA eliminated the Employee Retention Tax Credit (ERTC) for the fourth quarter of 2021, moving the deadline for eligible wages up to September 30 from December 31. The ERTC was a COVID-19 economic-relief program that was enacted in 2020 and expanded in 2021, offering a refundable tax credit of 70% of up to $10,000 in wages per quarter paid by an eligible employer in 2021 to encourage businesses impacted by COVID-19 to keep employees on their payroll. This means the 2021 tax credit was potentially $21,000 per employee ($7,000 for each quarter). Companies with 500 or fewer employees can file a 2021 claim if they have experienced a 20% or more decline of gross receipts in a quarter compared to the same quarter in 2019. Employers claim the ERTC by withholding payroll taxes for qualified employee wages.

STATE UPDATE

New York—Exhaust Noise: New York Governor Kathy Hochul signed into law a bill that allows law enforcement to issue larger fines for motorists operating vehicles that have had their mufflers and catalytic converters removed. SEMA was successful in advocating for several amendments to the original proposal, including the removal of provisions that would have limited motor vehicles to 60 dB of exhaust noise, mandated a fixed $1,000 fine for violations, and equipped police cars with sound meters to enforce the law.

SEMA News—February 2022

EVENTS

SEMA Launch Pad 2021

Part 2: The Winners

By Douglas McColloch

Launch Pad’s five finalists prepare to make their final presentation at the 2021 SEMA Show. Left to right: Tom Sawarynski, Off-Road Research; Kevin Robinson, TRAC LLC; Dustin Woolf, Woolf Pack Racing; Brendan McGrath, Dyme Performance Systems LLC; Jonathan Hurley, Toolbox Widget.

SEMA Launch Pad started in 2013 as a partnership between SEMA Education and the Young Executives Network (YEN). The goal was to promote entrepreneurship in the automotive aftermarket by giving innovators and builders under age 40 a chance to showcase their products before a panel of judges at the SEMA Show. For 2021, the age limit was removed to make it easier for more participants to qualify, and the amount of cash prizes and other considerations were increased, with more participants than ever featured in SEMA’s publications and social-media channels.

The ninth annual SEMA Launch Pad competition included a record-high number of applications. From those, 15 semifinalists were chosen by a panel of industry experts. After each competitor completed a one-minute “lightning round” presentation, 10 were chosen to advance to the next round. We reviewed the semifinals last month, and for this issue, we highlight the top five finalists who were chosen to pitch their business ideas at the 2021 SEMA Show and compete for a top prize worth nearly $100,000. Videos of all the preliminary rounds are now available for viewing at SEMA’s YouTube page, and the finals will be broadcast at a date and time to be determined.

Launch Pad’s quartet of judges pauses for a discussion. Pictured from left: Myles Kovacs, TIS Wheels; Alex Parker, Redline Detection; Chip Foose, Chip Foose Design; and Jared Hare, Addictive Desert Designs.

The panel of judges for Launch Pad 2021 comprised a quartet of industry leaders with decades of experience. They included legendary automotive designer and builder Chip Foose; Jared Hare, president and founder of Addictive Desert Designs; Myles Kovacs, co-founder of DUB Publishing and president of TIS Wheels; and Alex Parker, executive vice president and CMO of Redline Detection.

Available to business owners, executives and entrepreneurs who are launching new automotive products, Launch Pad supports innovators and encourages future industry growth. This year’s finalists pitched products to improve vehicle safety, convenience and the overall driving experience.

Competitors and Products

The rules for Launch Pad are basic: The competition is open only to legal residents of the United States and the District of Columbia aged 18 years or older (residents of Alabama and Nebraska must be 19 or older), and they must have valid email addresses. Applicants need not be SEMA members, but the presenter must be the business’ owner, its leading executive (i.e., president, CEO, CFO, COO) or vice president. The business must offer a product or service that is a functioning prototype, a functioning concept, or a production model currently for sale.

The five finalists who competed in SEMA Launch Pad 2021 were:

Jonathan Hurley, owner, Toolbox Widget

Product: ToolBox Widget is a series of modular tool organizers that allow a mechanic to connect as many tool organizers together as needed, making them customizable to the mechanic.

Quote: “Being a combat veteran and an entrepreneur go hand in hand. A good way to explain it is that my end goal is to have Toolbox Widget in the majority of toolboxes worldwide. That’s my mission, and I’ve got that military mindset to do whatever it takes to accomplish that mission.”

Brendan McGrath, CEO, Dyme Performance Systems Inc.

Product: Rattlesnake Toolkit is a multi-use toolkit that can measure the exact length and angle of a custom hose assembly down to the millimeter, significantly reducing time and cost.

Quote: “The judges gave us a lot of good information, and they validated my ideas. Now they’re going to come back to us with more difficult questions, but I’m equipped to answer anything about my business, and I’m looking forward to the opportunity.”

Dustin Woolf, owner, Woolf Pack Racing

Product: Natural Nitrous is a standalone refrigerated system for the air induction of an engine. It lowers the temperature of the air charge and dehumidifies the moisture, which increases horsepower because there are dense oxygen atoms in the cylinder. It also lowers emissions because of the complete burn of the fuel.

Quote: “I got into HVAC—refrigeration in particular—and I thought if I had a way to get refrigeration in the air induction, that would be coolest thing ever. Once I put the system on a car, it was phenomenal. And then, after testing on the dyno—the numbers are there.”

Kevin Robinson, president, TRAC LLC

Product: The TRAC (Tire Rotation Assistance Cart) is a tool designed to simply lift and remove a wheel from a vehicle during service. The tool is designed to reduce workplace injuries while increasing productivity.

Quote: “I drew up this product four and a half years ago on a napkin and was just looking at it in the [SEMA Central] hallway, so I knew this was going to work out well.”

Tom Sawarynski, owner, Off-Road Research

Product: Smart Cap Module allows any aftermarket shock absorber with a bridge or remote-mounted reservoir to broadcast damper position to an external module or modules.

Quote: “What I like about this industry is that everybody has the mentality of doing cool things for cool people. That’s the kind of mentality that I gravitate toward, and I think that winning SEMA Launch Pad would force us to move farther and faster.”

Presentations and Judging

The finals were held in two stages. The first stage, which took place at SEMA Central on Thursday, November 4, gave the five finalists one more opportunity to sway the judgers. From there, three winners would be announced: a third-place finisher, who would receive $5,000, and the naming of the top two finalists, who would make final presentations later that day at the annual SEMA Industry Awards Banquet for the chance to win up to $100,000 in cash and prizes.

Comedian Adam Ferrara acted as the event’s presenter and emcee.

“Going into the finals, these guys have to polish their pitches,” Kovacs said of the final five. “They have to bring numbers. We haven’t gotten into the business side yet, so for the finals, these guys have to make us understand their business model and the opportunities and pitfalls they anticipate.”

“When you get to this level, having a great personality and a great story is awesome,” Jared Hare added, “but what it boils down to is that you need to have a SEMA-level product showcase.”

Dustin Woolf (right) reacts to being named the winner of Launch Pad 2021 as runner-up Tom Sawarynski (left) and emcee Adam Ferrara (second right) look on.

The five finalists gathered at SEMA Central in front of hundreds of spectators and media members. Once again, they were given a 1-min. pitch followed by an exhaustive Q&A from the judges, who queried them on their business and marketing strategies, manufacturing and distribution plans, and other topics. After a 90-min. marathon, Brendan McGrath was awarded third place, while Dustin Woolf and Tom Sawarynski were named the top two finishers.

Later in the day, in front of 2,500 industry professionals assembled at the SEMA Industry Awards Banquet, Dustin Woolf of Woolf Pack Racing was chosen the 2021 Launch Pad champion for his Natural Nitrous induction system. For his efforts, Woolf collected cash and prizes valued at $100,000.

During SEMA Show week, all 15 semifinalists and finalists had the opportunity to showcase their products at their own dedicated booths at the Launch Pad Corral.

Summing up the experience, fellow finalist Jonathan Hurley said, “Launch Pad is an amazing opportunity because it gives the new businesses, the startups and the entrepreneurs a chance to show their businesses and be in the spotlight. In any other industry, you’re kind of drowned out by the big companies. This gives the small businessman a chance to stand out.”

Entries for Launch Pad 2022 are set to open in March. For more information about the competition, visit the SEMA Launch Pad website.

 

SEMA News—February 2022

SEMA DATA

By Gigi Ho

SEMA Data Product News

The products featured below are from SEMA Data member companies that have attained Gold- or Platinum-level data, which means that their product data is robust and complete—likely to drive customer purchase decisions. SEMA Data members meeting data scorecard requirements are invited to submit product releases for consideration to enews@semadatacoop.org.

K1 Technologies

Toyota 2JZ 142MM Connecting Rod Set

Manufactured with optimized strength and weight characteristics in mind to deliver reliable performance. Forged from 4340 steel, K1 rods feature a shot-peened surface finish that smooths surface blends and reduces potential stress profiles. Each rod is also subject to bore tolerance compliance, holding them to +/- .0001 after finishing. Fitted with ARP 2000 rod bolts rated at 200,000-psi tensile strength for most applications, K1 connecting rods are said to deliver an industry-leading combination of strength and value.

Information: www.k1technologies.com

PN: 041DJ17142

ZRoadZ

’19–’21 Jeep Gladiator Access Overland Rack

A truck bed accessory mounting system engineered with bed access doors designed for lighter, larger accessories that are more efficiently stored in a way that does not take up valuable bed space and can be easily moved out of the way. Spare fluid containers, traction pads or any items weighing up to 30 lbs. can be mounted and lifted out of the way on the aluminum door frames. Hybrid heavy-gauge steel and aluminum construction.

Information: https://zroadz.com/

PN: Z834211

Supreme Suspensions

’11–’20 Chevrolet Silverado 2500HD/3500HD 4WD Eight-Lug, 1–3-In. Front, 1-In. Rear Pro Lift Kit With Shock Extenders

Lift kits are engineered to accurately lift and level a truck for a truly customized ride. Each front and rear lift component is CNC machined for precision and accuracy. Each then receives the company’s special coating—protecting against rust and corrosion. Supreme Suspensions says that with this lift’s high strength and durability, it will never compress or warp even under the most extensive load.

Information: www.supremesuspensions.com

PN: CHSL11FK3010A

  

 

SEMA News—February 2022

REQUIRED READING

By Juan Torres

The Industry Goes Electric

One of the biggest recent trends in the automotive industry was prevalent at the 2021 SEMA Show: the rise of custom electric vehicles (EVs). More builders than ever before have embraced going electric to create completely custom vehicles that incorporate electric drivetrains. Never before has the industry seen so many battery packs and motors replacing gas engines in old-school rides, hot rods, slammed trucks, and sports cars.

“We saw electric vehicles and electrified vehicles in every hall at the SEMA Show,” said Tom Gattuso, SEMA vice president of events. “Our industry is on the cutting edge of technology.”

The following are some of the publications that reported on the SEMA Show exhibitors and builders who demonstrated that the EV market is a growing segment for the aftermarket.

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SEMA News— February 2022

EVENTS

On the Road Again With PRI

The Crew Visited Both Grassroots and Storied Racing Organizations Across the Nation in 2021 to Help Them Reconnect With the Industry

By Chad Simon

For the 2021 Road Tour, PRI purchased a black Mercedes-Benz Sprinter van, which the crew used to travel across the country and visit various race tracks.

Since you can’t come to the show, we’re going to bring the show to you. That was the theme for the inaugural Performance Racing Industry (PRI) Road Tour held October–December 2020 when the organization summoned members of its creative department to travel to 100 race-parts manufacturers across the country and document their stories in the midst of a global pandemic.

The tour was a rapid response to the changing market when PRI was forced to cancel its 2020 trade show due to nationwide COVID-19 restrictions, according to Dr. Jamie Meyer, PRI president.

Well, the organization followed up on the first tour’s success and created a sequel last year: PRI Road Tour 2.0.

There were 21 stops on the 2021 tour, and because it will likely continue for at least a couple more years, PRI purchased a black Mercedes-Benz Sprinter van, adorned it with the PRI Road Tour logo, and zig-zagged more than 11,500 mi. across the country, visiting some of the nation’s most illustrious race tracks along the way. The team started in mid-June at the Pikes Peak International Hill Climb in Colorado Springs, Colorado, and didn’t finish the tour until December 9 at the PRI Trade Show in Indianapolis. When all was said and done, the PRI crew had travelled six months straight, with extended stays lasting up to a week at a time.

The prior year, they drove from Indianapolis to Chicago to Michigan through Ohio, West Virginia, North Carolina, South Carolina, down to Atlanta, up to Memphis and over to Texas, seeing up to four manufacturers in a single day. They went home for Thanksgiving for three days, then headed back out to California to meet with Edelbrock as that company was leaving its old building in Torrance and moving to Memphis. The tour wrapped up in December at PRI headquarters in Aliso Viejo, California.

We spoke with some of PRI’s gracious hosts over the past two years to get their take on what the Road Tour meant to them, including Buzze Racing in Mooresville, North Carolina; Callies Performance Products in Fostoria, Ohio; ISP Seats in Concord, North Carolina; Northwestern Ohio Tractor Pullers Inc. in Bowling Green, Ohio; and Pikes Peak.

Initial Planning

Callies Performance Products, based in Fostoria, Ohio, hoped that by participating in the PRI Road Tour, people would begin to understand the process of what goes in to making a crankshaft.

From the initial team meeting back in 2020 to renting a van and developing a tentative schedule took about 10 days. PRI considered holding an online event similar to SEMA360 but felt that the racing industry was much more of a “touchy-feely-type” organization where attendees wanted to see more details than could be achieved through a virtual meeting. PRI’s trade show team—anchored by PRI Trade Show Director Karin Davidson—mapped out the tour, contacted exhibitors and put the plan together.

“We had a memorable team meeting where we talked about what our constituents wanted and what the race industry needed and how we could help all these people,” Meyer said. “Collectively, the PRI team came up with the concept of taking the show on the road and helping the exhibitors and racers tell their stories. We did what we’ve done for 30-plus years, which was to bring the racing industry together.”

PRI’s creative team interviewed at least two people at each stop and turned their stories into mini documentaries, which they posted on their social-media channels. Some manufacturers weren’t initially interested and didn’t want to invite traveling strangers into their facilities because of the pandemic. However, as some of the earlier videos from the tour began to rack up online views, others started reaching out to PRI, wanting to one-up some of the stories they had seen. Instead of having a 10-min. conversation in an exhibit booth with a manufacturer, PRI was spending four hours getting to know them and capturing them on camera making their products.

“We took our creative team right to our exhibitors’ manufacturing facilities and race tracks and let them tell their stories as if they were on the floor of the PRI Trade Show,” Meyer said. “Some of our companies have been with us for 35 years now—we call them charter members—and they were excited because no one had come out to see them before or asked them how they got started, what their breakthrough product was and what they thought of the PRI Trade Show. That’s what motivated us to go out there and help them. The content was amazing for the industry.”

Who’s Onboard

The core of the PRI Road Tour consisted of the van driver, Toby Hafer; Michelle Gallegos, PRI Road Tour operations manager; and a creative team led by Justin Cesler of Driveline Studios, which included photographers and cinematographers Andrew Link, Bryan Lambert and Ryan Walker. The crew members were transported to their locations safely and on time, fed three meals a day, and had a bed to sleep in every night. That allowed them to focus solely on their work and deliver the best content possible. At times, Tom Deery, PRI motorsports outreach ambassador and former track promoter, joined the tour and secured the credentials they needed. On a typical day, everyone was in the van by 8:00 a.m., then they’d go scout the venue.

“The Road Tour is a gift that keeps on giving,” Gallegos said. “We showed up at a time when nobody was showing up for anybody and nobody was producing content. Everyone was just trying to get by the best they could, and we rolled in, captured their stories on video, uploaded them to our social-media channels, promoted them, and gave them the content for free.”

PRI Road Tour 1.0

Pikes Peak was the first stop on the 2021 PRI Road Tour. In 2020, Pikes Peak amplified its livestream to create an off-mountain experience for its fans and spectators, since they were not able to attend due to COVID-19.

Buzze Racing in Moorseville, North Carolina, was a destination on the inaugural tour. Co-owner Tom Buzze said that he was thankful that PRI reached out to him and asked if the crew could stop by his facility after the trade show had been cancelled.

“We go to Indianapolis every year to meet with our customers, and it was awesome that they came to us since COVID restrictions wouldn’t allow them to have a show,” Buzze said. “We were given a chance to stay in touch with our customers. We always meet new people at the show, and we were still able to achieve that.”

The creative team came in, instructed Buzze and his guys to work as they normally would, and PRI just blended in as if they weren’t even there.

“Then they [PRI] shared the video online, and everything you saw was real,” Buzze said. “That’s how we are and how we work; we’re a family business. We had so many current and new customers call saying they saw the video and thought it was great. We got about 90,000 views, which just blew my mind.”

Those who didn’t know what Buzze Racing was previously had an opportunity to see firsthand how it operated.

“A lot of them race the way we run our business,” he said. “We’re family and friends. My son and I also race, so we’re not just in it for the business; we race because we love the sport.”

The following week, after having visited a handful of other local companies, the Road Tour crew packed up its gear and headed 30 min. south to Concord, where the team met Ziggy and Kim Zeggert, co-owners of ISP Seats. The Zeggerts had heard about the tour, so Kim emailed PRI and invited the Road Tour over. Even though ISP Seats is a small shop, the PRI Trade Show is where the business could get in front of existing customers to reaffirm relationships, and also new customers who wouldn’t know what they do. Unfortunately, the tour schedule had already been set by that time, but Ziggy received a call from PRI later informing him that there was a cancellation the following week and asking if the crew could swing by.

“I’m a ‘what-you-see-is-what-you-get’ kind of guy,” Ziggy said. “My shop is a working shop. We’re a small group of guys, and PRI saw the real thing—the nuts and the bolts of what we do.”

When COVID-19 plunged the world into lockdown in 2020, the race tracks and series shut down for the season. Drag racing was the only thing that kept ISP Seats afloat because, being televised, they didn’t need a fan base.

“We were going gangbusters up until March 2020,” Ziggy said. “It’s been a challenge, but it also gave us a chance to think outside the box about other ways to do business.”

Following the release of the video, the Zeggerts said people came in and told them they’d seen it online, which helped ISP Seats connect with the public at a time in this world of COVID-19.

“PRI has such a larger digital footprint than we have, and the fact that we could get anything of ours into that larger digital market honestly probably saved our business from closing,” Kim said. “We rely on every customer and repeat customer, and to be able to partner with PRI and use its larger platform helped us immensely. We’re still seeing returns from it in ways we don’t even know.”

ISP Seats tries to present a professionalism and realism unlike anywhere else, and PRI was able to convey those qualities to its audience, according to Ziggy.

“I do what I do, and I try to provide a product that conveys and expresses safety for everyone who does business with us,” he said. “If you’re in the seat and racing business to become a millionaire, then get out. That’s not what you’re there for. You’re there to provide safety, encouragement and direction. Everything else happens because it happens. The PRI platform allows guys like us to be able to do just that.”

PRI Road Tour 2.0

The National Tractor Pulling Association (NTPA), located in Bowling Green, Ohio, hosts the largest truck and tractor pull in the country. Similar to the engines that power Top Alcohol Funny Car runs, this 10,000hp 557ci Hemi blown alcohol engine features Ken Veney cylinder heads with BAE blocks and SSI superchargers.

After visiting with manufacturers in 2020, PRI decided to tour the nation’s race tracks in 2021 as the racing industry was in the process of reemerging from the COVID-19 lockdown. Consumers had bought race parts and worked on their cars, and they didn’t hesitate when they could finally go racing.

“Folks had a lot of energy to get out there with their community, so we wanted to be there to capture some of the best racing,” Meyer said. “We covered a lot of different types of racing, including dirt track, drag racing—from the high end with NHRA down to grassroots with NMCA and Street Car Takeover—Gridlife, carting, and culminating on December 9 when the van pulled into the PRI Trade Show in Indianapolis. It was great to see the diversity of motorsports, meet new people and get feedback about what the industry needed.”

Last year’s tour kicked off June 21–27 with the Pikes Peak International Hill Climb, which is holding its 100th running this year.

“PRI approached us fairly close to the start of the Road Tour and told us they wanted Pikes Peak to be the first stop,” said Lisa Haight, event coordinator and historian. “They were here for about five days, and they drove the whole process of getting content. Our goal was to give them a great race and media experience, get them access to competitors, and help them logistically. They were easy to work with because they knew what they wanted and we just facilitated.”

Last August, the crew made a pitstop at Callies—a manufacturer of engine components—on the way to the National Tractor Pulling Championships in Bowling Green, Ohio. Callies wanted to provide an inside glimpse at how it machined parts.

“Our hope was to get the message out to people that this is what goes into making a crankshaft,” said Brook Piper, Callies sales manager. “It’s not as simple as just buying one machining center, flipping a switch and spitting a crank out the other end.”

According to Piper, Callies has been affiliated with PRI for so long that the company signed up to be a founding member. The bond between the two has only grown stronger as a result of the quality time they spent together on the tour.

“We’ve been a part of PRI since the beginning,” Piper said. “Everything they did—the filming, communications—they knocked it out of the park. They went by us the first year, so we told them we wanted to be a part of the tour in 2021. We went with them to Bowling Green for the National Tractor Pull and spent the whole day together. If the opportunity gets presented to any other company, I would highly advise it.”

PRI actually contacted the Northwestern Ohio Tractor Pullers Inc.’s sanctioning body—the National Tractor Pulling Association (NTPA)—and told that group that PRI wanted to feature the association’s sport. The NTPA replied that the tour needed to go to Bowling Green, which hosted the largest truck and tractor pull in the country, attracting 80,000 spectators over the course of the weekend. That’s where the PRI Road Tour crew met Dave Schultz, Northwestern Ohio Tractor Pullers Inc. secretary/media director.

“It was neat to have Dr. Meyer there to address our crowd,” Schultz said. “He gave a quick reflection about what PRI does. He told me that he’d never seen a crowd as passionate for motorsports, and it made me feel good. We already knew this, but to watch the initial reaction of someone who had never been there was amazing.”

The tractors compete in various classes on a 320-ft.-long track based on how far they’re able to pull metal sleds weighted with up to 55,000 lbs. and is laser-
measured for distance down to 1/100,000th of an inch. Schultz said that he received positive feedback from people who saw the video PRI shot and uploaded to its social channels, and that the association couldn’t wait for next year’s event. He believes that being part of the Road Tour will help bring in new fans.

RPM Act

Along the way, PRI discovered a common concern among many of the manufacturers and race track operators with whom the tour met. At PFI Speed in Fort Lupton, Colorado, owner Brent Leivestad had recently received a sizable fine from the U.S. Environmental Protection Agency (EPA).

“We had a chance to talk with him, and he told us his story, which we shared on our YouTube channel,” Meyer said. “It was the most watched piece we had ever put up, with 400,000 views [as of press time]. This EPA overreach that is driving the RPM [Recognizing the Protection of Motorsports] Act is what SEMA has been working on for five or six years now. That advocacy is what I’ve heard loud and clear, and that is what drives me to help this industry and make sure we can keep racing in America for many more decades.”

Callies also expressed concern about EPA overreach and wanted to spread the word about the RPM Act.

“We’re more hardcore internal engine parts guys, so if there’s no racing, there’s not going to be a need for our product,” Piper said. “It’s important for everyone to get behind the RPM Act. I’m not sure if the racers really understand how critical this is.”

The National Tractor Pulling Championships represent a major economic impact to Northwest Ohio of more than $37 million per year for the three-day event. Last year was the 54th running, and Schultz fears that tractor pulling will cease to exist if the EPA gets its way.

“We want to continue putting the championships on every year,” he said. “If the EPA outlaws motorsports, we’re not going to be able to do that. This is a huge passion for our 225 members, and if they take this away from us, it’s not going to be good. I truly love the sport of truck and tractor pulling, and knowing that PRI is in our corner fighting for us to keep having this event is very important.”

When the pandemic started to spread across the United States in 2020, PRI called race tracks to find out how they could help them open.

“As I was having conversations with the racetrack operators, they all knew about the RPM Act, but they didn’t understand how it was affecting the industry,” Gallegos said. “They started talking about how the EPA was going to kill all these track operators if we didn’t stop them. When we visited some of the manufacturers, they told us that they no longer made certain products because they didn’t want to be fined by the EPA. This was our opportunity to use this tour to reconnect with the racers. Races were happening, we knew people were showing up in droves, and we needed to get out there and better protect, serve, promote and grow the industry.”

In addition to gaining awareness by hitting the grandstands, pits, lanes and midways with RPM Act information, PRI’s other goal for the tour last year was to remind racers that there would be a show in December and to sign them up.

“We learned that a lot of people were affected in certain ways and were concerned about the racing industry, but we also learned that racers are racers, and they’re showing us how to get back out there and get the show going again,” Gallegos said. “They inspired me, and I learned a lot because they’re racing and they’re passionate about it. Their resilience and the way they’ve bounced back gives me so much hope for the industry. The racing community is becoming more tightly knit and supportive of each other.”

Safety Protocols

The PRI Road Tour 2.0 crew (left to right): Toby Hafer, van driver; Justin Cesler, Driveline Studios; Tom Deery, PRI motorsports outreach ambassador and former track promoter; Michelle Gallegos, PRI Road Tour operations manager; Andrew Link, photographer; Bryant Lambert, cinematographer; and Ryan Walker, cinematographer.

During the first Road Tour in 2020, when the pandemic was raging and there was no vaccine, strict protocols had to be followed, and each stop was different. Some folks were open, and some had restrictive health requirements. There was a temperature and wellness check every morning before anyone could even step inside the van.

“We were ready to end the tour if someone got sick on the van, but everyone was conscious of their health and, more importantly, the people they were visiting,” Meyer said. “Thankfully, no one got sick on either tour, but because we were at race tracks last year, we were more concerned with mechanical injury with cars and people moving around. We ensured that our photographers and cinematographers were conscious of the dangers involved in being at a racetrack.”

The COVID-19 shutdowns in 2020 drastically impacted races across the world, and Pikes Peak was no exception. According to Daniel Rodriguez, director of operations, 2020 was the first year in the race’s history that the organizers weren’t able to have fans on the mountain. Trying to overcome all the hurdles of keeping their competitors and everyone who was permitted to be there as safe as possible without the fan aspect was an enormous challenge.

“We beefed up our livestream for the first time—which we continued last year and will again this year—to create that off-mountain experience for our fans and spectators, since they were not able to be there in person,” Rodriguez said. “There were local, state and federal guidelines that we needed to get approval for and follow, and it was logistically a nightmare.”

Growing an Audience

The Road Tour has enabled PRI to broaden its audience. It reached upward of 100 million unique people through Road Tour 2.0 on its various social channels. The YouTube channel has seen significant growth. The team experimented with Tik Tok and found a large audience of female race fans that they’d never identified before.

“We are expanding the strategy of who we’re talking to and who we’re reaching—not just hardcore longtime race fans, but also people who are just starting to fall in love with motorsports in the United States,” Meyer said. “For me, that’s quite a development,”

As an industry outlet with a finger on the pulse of the motorsports industry for the past 35 years, PRI can help racers and manufacturers reach millions of people through the stories it tells.

“When PRI puts content out, people expect it to be great, and they pay attention to it because they’re the top tier in the racing world,” Haight said. “Everyone is so excited to be at Pikes Peak; it’s a bucket list event for so many.”

Future Plans

PRI has Board support to continue the tour for another two years at least and plans to expand its opportunities by pitching Netflix the idea to turn the PRI Road Tour into a series.

The team invites feedback regarding the next topic of focus. According to Meyer, they’re weighing two concepts: one where they would spend a couple of days with the greatest engine builders in motorsports and learn the secrets of how they assemble their engines, and the other is “in search of speed,” where the team would be at the race track with some of the fastest cars in the world.

“We’ll probably see some variants of those two concepts, but I’d love for our audience to tell us where we should point the camera next,” Meyer said.

Through the Road Tour, PRI has inspired and been inspired. According to Gallegos, the team never would have thought to go see tractors pulling 40,000 pounds down a dirt track, but it was one of the biggest events they witnessed. Everyone was friendly and welcoming and treated the PRI crew like royalty.

“We want to keep getting into those markets where people have never heard of us or don’t know that they need to be at the PRI Trade Show and capture the markets that we haven’t necessarily captured before,” Gallegos said. “The real opportunity is when we’re live with these people and they can see our excitement for our show. The tours keep evolving, so we have to continue to get the message out there, build the brand and support the community.”

For more information and to view photos and videos from the PRI Road Tour, visit www.performanceracing.com/roadtour.

For information about the PRI Membership program and how to sign up,
visit www.performanceracing.com/membership.

2021 PRI Road Tour Schedule

June 21–27
Pikes Peak International Hill Climb
olorado Springs, Colorado

July 14
Dirt Car Summer Nationals
Indianapolis, Indiana

July 15
IMS Museum
Speedway, Indiana

July 16–17
Kings Royal
Rossburg, Ohio

July 21
Berlin Raceway
Marne, Michigan

July 22
Rally North America
Gingerman, Michigan

July 23–25
NMCA/NMRA
Martin, Michigan

August 19–21
National Tractor Pulling Championships
Bowling Green, Ohio

September 3–5
Crandon World Championships
Crandon, Wisconsin

September 9–12
Gridlife
South Haven, Michigan

September 13–17
Hot Rod Drag Week
Five Cities, Five Days

September 17–18
Street Car Takeover
St. Louis, Missouri

October 7–10
Super Dirt Week
Oswego, New York

October 15
Magic 8/No Mercy 12
Valdosta, Georgia

October 22–23
Indy Autonomous Challenge
Indianapolis, Indiana

October 29–31
Dodge/SRT NHRA Nationals
Las Vegas, Nevada

November 2–5
SEMA Show
Las Vegas, Nevada

December 9–11
PRI Trade Show
Indianapolis, Indiana

2021 PRI Road Tour by the Numbers

Tour Dates: June 21–December 11

Visit Statistics:

• 174 tour days in all.
• 21 tour stops completed.
• Approximately 11,500 miles travelled.
• 10 states visited: Colorado, Georgia, Illinois, Indiana, Michigan, Missouri, Nevada, New York, Ohio and Wisconsin.

Social Media Metrics
(June 2021–November 2021)

• More than 80.6 million impressions on PRI’s social-media channels since the start of the Road Tour.
• More than 54.1 million unique people reached.
• More than 2.5 million video views since the start of the Road Tour, with 692,000 video views on YouTube and another 1.9 million on TikTok.
• More than 1.7 million engagements.

Sources

Buzze Racing
1018 Gateway Dr., Ste. C
Mooresville, NC 28115
704-664-8907
www.buzzeracing.com

Callies Performance Products
901 South Union St.
Fostoria, OH 44830
419-435-2711
www.callies.com

ISP Seats
4502 Raceway Dr. SW
Concord, NC 28027
www.ispseats.com

Northwestern Ohio Tractor Pullers Inc.
1150 Haskins Rd.
Bowling Green, OH 43402
419-354-1434
www.pulltown.com

Pikes Peak International Hill Climb
1631 Mesa Ave., Ste. E
Colorado Springs, CO 80906
www.ppihc.com

Performance Racing Industry (PRI)
27081 Aliso Creek Rd., Ste. 150
Aliso Viejo, CA 92656
949-499-5413
www.performanceracing.com

SEMA News— February 2022

BUSINESS

Tire and Wheel Trends

Can Sales Keep Rolling as the World Enters a “New Normal”?

By Mike Imlay

Increasing regulation, rapidly changing consumer purchasing habits and other market forces stand to impact independent tire retailers the most. Broadening accessory offerings, staying ahead of trends and adopting the latest tools and training will be more vital than ever. Photo courtesy: Shutterstock.com

Traditionally, wheels and tires are among the first upgrades that vehicle owners make to their cars or trucks. In fact, SEMA Market Research has identified them as “gateway drugs” to further vehicle modification, making them key products driving consumer engagement with the aftermarket.

According to the “2021 SEMA Market Report,” the market size for performance and special-purpose tires, off-road and oversize tires and custom wheels grew to $2.64 billion, $2 billion and $1.45 billion, respectively, through 2020. While those numbers imply that the wheel and tire category stayed largely buoyant through the pandemic, some market observers caution that challenging undercurrents may lay ahead—especially for the tire industry.

The Tire Market: Grappling With Uncertainties

A recently released “Insider’s Guide to the Tire Industry in 2021” report from Tire Industry Research (TIR) painted a picture of a global tire market in post-pandemic recovery but “still facing multiple crises.”

“Those largely relate to upstream forces such as transport logistics, materials availability and currency exchange rates,” TIR said in its analysis. “Energy costs, raw materials costs and logistics costs are rising fast. There are shortages of truck drivers in many parts of the world. Some tire factories—especially in the first quarter—have had to close or go on short-time working due to shortages of raw materials. Currently, high absentee rates have started to limit output.”

While not characterizing the situation as a crisis, Jackson Marketing Group Director of Business Development Todd Steen, who chairs SEMA’s Wheel & Tire Council, agreed that the industry is confronting materials challenges and inflationary
pressures.

“A lot of people forget that tires are oil-based products and utilize steel at multiple levels, from the bead to the actual radial,” he explained. “Those two components alone—much less getting into natural rubber or the other type of oils that go into building tires—mean that from a supply-chain standpoint, some manufacturers have seen as many as four price increases over the past 12 months.”

SEMA market research indicates that specialty wheels and tires were continuing an upward trend going into the pandemic. According to industry sources, stimulus checks, growing savings and increased recreational travel also spurred many consumers to upgrade their wheels and tires during last year’s lockdowns.

Tire Industry Association (TIA) Senior Vice President of Training Kevin Rohlwing noted that manufacturing interruptions coupled with a sudden rebound in consumer demand have put additional pressures on markets.

“When the tire manufacturers shut down their plants because of COVID, tire inventories went down,” Rohlwing observed. “Then the return to work and the ‘new
normal’ came faster than expected, so you’re in a situation right now where there are some backlogs. Tires aren’t something that you can just build on demand. It’s not one-size-fits-all manufacturing.”

Rohlwing also underscored the global nature of tire manufacturing. Sourcing raw materials from Southeast Asia, South America and Europe puts multiple constraints even on U.S.-based tire makers. Then there’s also the labor shortage and related costs
to consider.

“From the manufacturing side of things, it’s probably going to be a little while before we get out [of this situation],” he said. “I’ve heard some people say it could be a year or even two before they get caught up, and if they can’t solve all these other problems, it’s even harder to get caught up.”

According to Joe Podlovits, vice president of marketing and product development for The Wheel Group, political and financial instabilities in source countries have further roiled the tire market. But the greatest challenge for tire makers has been simply moving inventory through U.S. ports.

“Although we’ve got a lot of tires, a good chunk of them is sitting off the coast like many other tire companies that import,” he said. “I think once that settles down in the beginning or middle part of next year, we’ll be in a better inventory position on tires.”

According to Steen, another trend to watch in the coming year will be the increasing number of companies and equity groups consolidating house brands to gain capital or leverage buying power.

“There’s a demand to grow,” he explained. “I truly believe that you’re just going to continue seeing mergers and acquisitions happening as those demands keep going so the growth can be there.”

Changing Buying Habits

Despite mergers, acquisitions and a high degree of manufacturer competition, the wheel space still allows innovative entrepreneurs to carve a niche for themselves. At the 2021 SEMA Show, Litespeed Racing CEO Patrick Warren proudly accepted a Best New Product award for his company’s Carbon One carbon-fiber wheel.

Meanwhile, as manufacturers wrestle with global challenges, retailers will be facing many of their own here at home.

“The buying habits of the tire industry are antiquated because tire sizes are kind of a mystery to some people,” Steen said. “Even if we can increase sales growth, it’s still a small percentage in comparison to what the market is, because if somebody orders a tire, they still have to get it mounted somewhere. The hurdle is connecting the dots between the buying experience and ease of understanding what they’re buying, getting the wheels and tires mounted, and enjoying
the product.”

Podlovits sees that phenomenon playing out in the growth of online purchasing, which offers consumers a greater sense of convenience.

“In my opinion, COVID really accelerated that, and I think that the industry would agree it has taught people a new way to buy,” he observed. “They’ve become very comfortable with the idea of buying online. I think there’s also that Amazon men-
tality of ‘I want my products and I want them today.’”

Jared Kugel, founder and CEO of Tire Agent, is among the growing number of entrepreneurs who have entered that online retail space. His company offers consumers major-brand tires at a savings and then ships those tires within two to four business days directly to their homes or to an installer of their choice. In addition, the company recently began partnering with local tire shops and technicians to create a nationwide network of mobile installers.

“Tires are a big purchase for people, and I think that’s why online has picked up some momentum, especially over the past three years,” Kugel said. “People like to take their time to do research and then purchase what they feel fits their lifestyle.”

Tire Agent includes protection plans and flexible payment options for consumers as well as expert training for its service people, but Kugel doesn’t foresee his business model rendering traditional retail outlets obsolete.

“I think brick-and-mortar will always have a dominant space,” he explained. “Mobile is supplementary, but it’s not a replacement. Brick-and-mortar will always have a place because people will always need it, whether they want to get oil changes or they want to get wheel alignments or mechanical work.”

Nevertheless, Rohlwing sees current supply-chain issues as well as the growth of direct-to-consumer sales and a rising tide of government regulation putting a squeeze on tire retailers. He cites California’s move to mandate low-rolling-resistance replacement tires as a prime example. That alone will have devastating effects on the small dealers while severely limiting consumer options, he said.

“Big-box retailers and the multi-chain national retailers and the warehouse clubs will gain a distinct price advantage over small dealers,” he explained, adding that modernizing operations, broadening products and services, and taking advantage of ongoing training will become more important than ever to remaining competitive.

Meanwhile, on the technology side, industry sources expect further improvements in tire-pressure monitoring systems and continued evolution toward “intelligent tires” that can track wear and other tire metrics. As electric vehicles become more ubiquitous, tire design and compounds will undoubtedly morph to match their unique grip and low-rolling-resistance requirements as well. In fact, Steen foresees a future where tires and wheels become integrated, consumable units.

As for more immediate market trends, with OEMs upping their small-truck lineups, larger-diameter wheels and tires are a sure bet, along with the lifting, accessorizing and suspension work that goes with them. Meanwhile, the popularity of overlanding is driving a market for suitable upgrades for CUVs and Sprinter vans as well, and recent stimulus checks have ensured that consumers have cash in hand for vehicle improvements.

“I’m definitely seeing people buy more Tier 1 and Tier 2 [product] than I’ve ever seen,” Kugel observed. “I think what’s interesting is with more people buying vehicles today, they’re taking a lot more pride in their vehicles.”

The Wheel Market: Ready to Roll?

Throughout 2020 and 2021, both off-roading and overlanding surged in popularity, raising demand for trail- and road-capable wheels and tires for trucks, Jeeps, SUVs, and even some CUV and van applications.

Although facing its own supply-chain issues, the wheel market appears relatively stable compared with the tire segment. In fact, like many aftermarket categories, wheels seem to have gotten a boost from pandemic-weary consumers seeking escape from their isolation.

“There was this sweeping movement of people getting back outdoors,” Podlovits said. “That’s probably been one of the most enjoyable things to watch: families getting together, buying products, going out, camping—even people who just hadn’t done that before. There’s been that itch to vacation.”

Reflecting this trend, Podlovits said that The Wheel Group has seen increased demand for its low-pressure cast wheels in 15- and 17-in. diameters.

“That indicates more of what we would consider outdoors, overland or adventure-type builds,” he explained. “We’re seeing a huge increase in SUV applications—namely Subaru. I would even include Sprinter vans, where you’ve got these off-road and overland-style builds, and I don’t see that backing down in the near future.”

However, wheel purchasers can also expect some price hikes in the coming year, market conditions being what they are.

“I think the immediate concern, obviously, is that we’ve been plagued with supply-chain issues—namely freight costs,” Podlovits said. “Along with that has come some recent shortages with electricity in factories. They’re throttling power in a lot of the factories overseas, which has really been a challenge to get your production prioritized and factories to stay on schedule. It increases costs locally in the Asian countries that are producing, and that’s going to increase raw material costs.”

Dan Lezotte, vice president of Custom Wheel Solutions, a private-label wheel manufacturer, said that his company has recently shifted some production to South America to lessen the impact of tariffs, electricity issues and rising commodity prices.

“Globally, it’s been a crazy mess,” he said. “To stay as far ahead of things as possible, we’ve been encouraging our customers to put orders in earlier, knowing that lead times will be longer. But the hardest part has been managing capacities and aluminum prices. And then with logistics, the price of containers has gone through the roof.”

Lezotte said that Custom Wheel Solutions has also partnered with customers to absorb cost hikes.

“The larger customers completely understand. They’re not happy, but they understand and they need product,” he explained. “They don’t want to be without inventory. We’ve [also] tried to find other avenues to deliver the product with higher volumes, more containers, direct containers, but it’s been very challenging because the costs are high everywhere.”

In the end, Lezotte said that price hikes might dampen end-consumer sales.

“But I think the direct-to-customer companies are going to be more flexible and will be able to either absorb or manage their prices and not have to deal with step-up jobbers, brokers, distributors and warehouses,” he added.

Finding an Edge

Wheel manufacturing has become more and more competitive over the past decade. However, smaller wheel makers are still finding niches of opportunity, even amid the chaos wreaked by the recent pandemic. Take the example of Litespeed Racing, whose carbon-fiber Carbon One wheel won the Best New Wheel Product award at the recent 2021 SEMA Show.

“We all know that when you modify a car, you modify a wheel, which makes it a very competitive market to be in,” said Litespeed Racing CEO Patrick Warren. “There’s a lot of marketing money being put out there and a lot of wheels being sold solely based on brand awareness. It’s been a great thing for us to win the New Product Award, because Litespeed Racing is a smaller company that really focuses on the product but doesn’t have as much financing for big marketing compared to the other really big names in the wheel industry.”

Warren said that his company is committed to bringing innovations in carbon fiber and forged-magnesium to the performance wheel market. However, carbon-fiber wheels were proving a difficult sell until recently.

“There were a lot of stories about carbon fiber shattering or whatever, but you’ve seen a number of OEMs come out with their full carbon-fiber wheels over these past few years,” Warren explained. “Now it’s proven, customers trust it, and that ties in to us releasing our full carbon-fiber wheels to the aftermarket. The aftermarket is seeing that if the OEMs are doing this, it must be safe.”

Warren hopes to show that Litespeed’s forged magnesium wheels offer similar technological gains in safety and weight savings. The company’s target audience is high-end sports car owners and restomodders who have made engine swaps.

“The people who buy our wheels are people who really care about performance,” he said.

Richard Pinela, owner and CEO of LD97 Forged, had barely begun making a name for his bespoke wheel business when the COVID-19 pandemic hit. Still, he said, the lockdowns and stimulus checks of the past year ironically kept his venture busy.

“The pandemic actually helped in our branding the company,” he said. “The biggest thing for me is social media right now, because I go online and I answer every customer and I talk to them.”

He added that his customer base appreciates the personal attention.

“They’re like, ‘I can’t believe I’m talking to the owner and not just a number on a paper,’” he said.

CAD software, access to manufacturing and a creative eye have allowed Pinela to deliver highly customized wheels to high-end consumers.

“I came from the cast-wheel world, so honestly it was new to me when I started this,” he said. “It’s pretty fun, because going from cast wheels to 3-D, I can do almost anything now. The crazy thing is that the biggest things I do are Lamborghinis, GT-Rs, Ferraris and Dodges. I think the whole world underestimates the Dodge guys, but they’re the ones who pay without any questions, and they’re the guys who are working the front lines—the heart, you know, the blue-collar guys who were doing everything during the pandemic.”

After being swamped with orders throughout 2020 and early 2021, Pinela also felt the sudden squeeze as manufacturing and supply chains ground to a near halt. However, his customers remain patient with order delays—something Pinela attributes to his honest and personal approach to business.

Industry experts believe that backed-up supply chains will continue to afflict the tire industry—and to a lesser degree the wheel market—throughout 2022. The question is how much soaring costs of materials, production, shipping, warehousing and labor will ultimately impact retailers and end consumers. Photo courtesy: Shutterstock.com

“When I started this company, I said that I’m not going to lie—I’m always going to say the truth. If we’re delayed, we’re delayed,” he said, adding that his customers are very loyal.

Meanwhile, Podlovits said that the wheel market can expect to see further innovations and manufacturing refinements in the coming years, especially in the area of flow-forming, which he believes will become the predominant production style for mid- and larger-size wheels. But the real challenge will be in the retail space, where brick-and-mortar shops will have to become more nimble to keep up with the changing consumer landscape.

“If you’re a traditional wheel and tire shop, you’ve got to look at easy bolt-on accessories for installations,” he advised. “Customers are doing more to their vehicles quicker than ever today, so if a customer is buying a wheel and tire package—and bumper, truck-rack and storage solutions—they want that done in one place and one trip. If a shop is not offering that, they’re going to lose a customer to a competitor.”

Staying on top of wheel and tire trends, technologies and new products will be just as vital.

“Customers have that information at their fingertips today and are very aware of what’s new and what’s coming out,” Podlovits explained. “If a dealer is not aware of what customers are seeing and asking for, they’re going to be left behind.”