SEMA Member News—July 2019

ETTN: The Vehicle Technology Connection

Vehicle technology is evolving at lightning speed. For the automotive aftermarket, revolutionary new technologies such as advanced driver assistance systems (ADAS) and light detection and ranging (LIDAR) present both challenges and opportunities.

For the Emerging Trends & Technology Network (ETTN), the mission is to identify, communicate and provide stakeholders—engineers, programmers, industrial designers and product developers—with the knowledge of emerging trends and new technology to ensure success.

The SEMA Emerging Trends & Technology Network (ETTN), in conjunction with the SEMA Garage, brings you the SEMA “ETTN Design & Validation Resource Guide.” This guide is designed to help manufacturers connect with companies capable of testing and validating products or software.

In more practical terms, the network is both a resource and a repository. One example is a manufacturer’s need to test and validate a suspension system or electrical components to ensure that the product meets durability, safety and other guidelines. Finding a conveniently located test lab capable of performing the work can be difficult and time-consuming.

That scenario is what motivated the network’s select committee to compile the “ETTN Design & Validation Resource Guide,” said Marla Moore, who will become ETTN’s immediate past chair in July. The reference guide was created in conjunction with the SEMA Garage and is designed to help manufacturers connect with companies capable of testing and validating products or software.

“Finding a company that can validate your products and provide the testing to make sure the products do what they’re supposed to do would take a lot of research,” Moore said. “Between all of us on the select committee, we already had a pretty good list that we had vetted and used. We added additional resources that have been used by other members or the SEMA Garage. And now, if somebody is looking to test suspension parts, you can find all of that information in the guide instead of spending hours searching online and not knowing if the company does what you’re looking for.”

The guide is divided into six product categories: body/structural; electrical; emissions; engine/performance; suspension; and wheels and tires. Each category contains a list of resources. Simply click on a listing to be connected to the company website. To access the guide, visit www.sema.org/ettn_resource_guide. To submit additional listings for consideration, email SEMA Director of Networks Bryan Harrison at bryanh@sema.org.

Connecting Through Collaboration

There are other groups within SEMA that also have constituent interest in advanced vehicle technology and its impact on the market segment each group serves. They include the Motorsports Parts Manufacturers Council; the Truck & Off-Road Alliance (formerly the Light Truck Accessory Alliance); the Professional Restylers Organization; and the Wheel &
Tire Council.

To provide a forum for inter-council conversation and collaboration, ETTN created the Cross-Council Tech Subcommittee. Comprised of technically charged engineers, owners, product developers and the SEMA Garage technical staff, the subcommittee represents every segment of the industry.

During monthly open forums, subcommittee members work as a team to identify and discuss tech-related challenges or opportunities specific to each council or network. SEMA Garage staff also share updates on projects that pose vehicle-tech challenges, and they seek feedback from the group. Additional participants are always welcome and encouraged to join the conversation.

“The subcommittee is predicting that the most impactful technology revolution is on the horizon, and we must be armed with the latest knowledge and insights to position our industry for expansion and monetization of this technology,” Moore noted. “Every SEMA-member manufacturer should have its technically charged staff join ETTN to ensure that they have access to the most current information available.

“It is easy to get involved. Any employee of any member company can join, and it’s free! Our hope is that all members will be actively involved to help make a difference in the future of our industry.”

To join ETTN, visit www.sema.org/ettn-signup.

ETTN Welcomes New Select Committee Members

ETTN is pleased to welcome three newly elected members to its select committee: Jonathan Mill from Wheelwell; Robert Morreale from The Tuning School and Robert Prucka from Clemson University. Joining them are incumbents Nick DiBlasi of Race Winning Brands and Gabe Hall from MagnaFlow.

SEMA Member News—July 2019

ETTN: The Vehicle Technology Connection

Vehicle technology is evolving at lightning speed. For the automotive aftermarket, revolutionary new technologies such as advanced driver assistance systems (ADAS) and light detection and ranging (LIDAR) present both challenges and opportunities.

For the Emerging Trends & Technology Network (ETTN), the mission is to identify, communicate and provide stakeholders—engineers, programmers, industrial designers and product developers—with the knowledge of emerging trends and new technology to ensure success.

The SEMA Emerging Trends & Technology Network (ETTN), in conjunction with the SEMA Garage, brings you the SEMA “ETTN Design & Validation Resource Guide.” This guide is designed to help manufacturers connect with companies capable of testing and validating products or software.

In more practical terms, the network is both a resource and a repository. One example is a manufacturer’s need to test and validate a suspension system or electrical components to ensure that the product meets durability, safety and other guidelines. Finding a conveniently located test lab capable of performing the work can be difficult and time-consuming.

That scenario is what motivated the network’s select committee to compile the “ETTN Design & Validation Resource Guide,” said Marla Moore, who will become ETTN’s immediate past chair in July. The reference guide was created in conjunction with the SEMA Garage and is designed to help manufacturers connect with companies capable of testing and validating products or software.

“Finding a company that can validate your products and provide the testing to make sure the products do what they’re supposed to do would take a lot of research,” Moore said. “Between all of us on the select committee, we already had a pretty good list that we had vetted and used. We added additional resources that have been used by other members or the SEMA Garage. And now, if somebody is looking to test suspension parts, you can find all of that information in the guide instead of spending hours searching online and not knowing if the company does what you’re looking for.”

The guide is divided into six product categories: body/structural; electrical; emissions; engine/performance; suspension; and wheels and tires. Each category contains a list of resources. Simply click on a listing to be connected to the company website. To access the guide, visit www.sema.org/ettn_resource_guide. To submit additional listings for consideration, email SEMA Director of Networks Bryan Harrison at bryanh@sema.org.

Connecting Through Collaboration

There are other groups within SEMA that also have constituent interest in advanced vehicle technology and its impact on the market segment each group serves. They include the Motorsports Parts Manufacturers Council; the Truck & Off-Road Alliance (formerly the Light Truck Accessory Alliance); the Professional Restylers Organization; and the Wheel &
Tire Council.

To provide a forum for inter-council conversation and collaboration, ETTN created the Cross-Council Tech Subcommittee. Comprised of technically charged engineers, owners, product developers and the SEMA Garage technical staff, the subcommittee represents every segment of the industry.

During monthly open forums, subcommittee members work as a team to identify and discuss tech-related challenges or opportunities specific to each council or network. SEMA Garage staff also share updates on projects that pose vehicle-tech challenges, and they seek feedback from the group. Additional participants are always welcome and encouraged to join the conversation.

“The subcommittee is predicting that the most impactful technology revolution is on the horizon, and we must be armed with the latest knowledge and insights to position our industry for expansion and monetization of this technology,” Moore noted. “Every SEMA-member manufacturer should have its technically charged staff join ETTN to ensure that they have access to the most current information available.

“It is easy to get involved. Any employee of any member company can join, and it’s free! Our hope is that all members will be actively involved to help make a difference in the future of our industry.”

To join ETTN, visit www.sema.org/ettn-signup.

ETTN Welcomes New Select Committee Members

ETTN is pleased to welcome three newly elected members to its select committee: Jonathan Mill from Wheelwell; Robert Morreale from The Tuning School and Robert Prucka from Clemson University. Joining them are incumbents Nick DiBlasi of Race Winning Brands and Gabe Hall from MagnaFlow.

SEMA Member News—July 2019

ETTN: The Vehicle Technology Connection

Vehicle technology is evolving at lightning speed. For the automotive aftermarket, revolutionary new technologies such as advanced driver assistance systems (ADAS) and light detection and ranging (LIDAR) present both challenges and opportunities.

For the Emerging Trends & Technology Network (ETTN), the mission is to identify, communicate and provide stakeholders—engineers, programmers, industrial designers and product developers—with the knowledge of emerging trends and new technology to ensure success.

The SEMA Emerging Trends & Technology Network (ETTN), in conjunction with the SEMA Garage, brings you the SEMA “ETTN Design & Validation Resource Guide.” This guide is designed to help manufacturers connect with companies capable of testing and validating products or software.

In more practical terms, the network is both a resource and a repository. One example is a manufacturer’s need to test and validate a suspension system or electrical components to ensure that the product meets durability, safety and other guidelines. Finding a conveniently located test lab capable of performing the work can be difficult and time-consuming.

That scenario is what motivated the network’s select committee to compile the “ETTN Design & Validation Resource Guide,” said Marla Moore, who will become ETTN’s immediate past chair in July. The reference guide was created in conjunction with the SEMA Garage and is designed to help manufacturers connect with companies capable of testing and validating products or software.

“Finding a company that can validate your products and provide the testing to make sure the products do what they’re supposed to do would take a lot of research,” Moore said. “Between all of us on the select committee, we already had a pretty good list that we had vetted and used. We added additional resources that have been used by other members or the SEMA Garage. And now, if somebody is looking to test suspension parts, you can find all of that information in the guide instead of spending hours searching online and not knowing if the company does what you’re looking for.”

The guide is divided into six product categories: body/structural; electrical; emissions; engine/performance; suspension; and wheels and tires. Each category contains a list of resources. Simply click on a listing to be connected to the company website. To access the guide, visit www.sema.org/ettn_resource_guide. To submit additional listings for consideration, email SEMA Director of Networks Bryan Harrison at bryanh@sema.org.

Connecting Through Collaboration

There are other groups within SEMA that also have constituent interest in advanced vehicle technology and its impact on the market segment each group serves. They include the Motorsports Parts Manufacturers Council; the Truck & Off-Road Alliance (formerly the Light Truck Accessory Alliance); the Professional Restylers Organization; and the Wheel &
Tire Council.

To provide a forum for inter-council conversation and collaboration, ETTN created the Cross-Council Tech Subcommittee. Comprised of technically charged engineers, owners, product developers and the SEMA Garage technical staff, the subcommittee represents every segment of the industry.

During monthly open forums, subcommittee members work as a team to identify and discuss tech-related challenges or opportunities specific to each council or network. SEMA Garage staff also share updates on projects that pose vehicle-tech challenges, and they seek feedback from the group. Additional participants are always welcome and encouraged to join the conversation.

“The subcommittee is predicting that the most impactful technology revolution is on the horizon, and we must be armed with the latest knowledge and insights to position our industry for expansion and monetization of this technology,” Moore noted. “Every SEMA-member manufacturer should have its technically charged staff join ETTN to ensure that they have access to the most current information available.

“It is easy to get involved. Any employee of any member company can join, and it’s free! Our hope is that all members will be actively involved to help make a difference in the future of our industry.”

To join ETTN, visit www.sema.org/ettn-signup.

ETTN Welcomes New Select Committee Members

ETTN is pleased to welcome three newly elected members to its select committee: Jonathan Mill from Wheelwell; Robert Morreale from The Tuning School and Robert Prucka from Clemson University. Joining them are incumbents Nick DiBlasi of Race Winning Brands and Gabe Hall from MagnaFlow.

SEMA Member News—July 2019

Rolling Along With Technology

Entrance to Lower South Hall during the 2018 SEMA Show.

Over the years, the Wheel & Tire Council (WTC, formerly known as the Wheel Industry Council, WIC) has not only brought together two related industry segments for the common good but has also centered its sights on the collective technical and educational needs of its members.

The council has developed various deliverables to help its members improve their business practices and procedures. The “WTC Wheel Care Guide” is but one example. Designed as an internal training piece or as a retail countertop display, the guide offers tips and FAQs on proper wheel care, and it explains the common wheel surface finishes and the types of cleaning solutions for each.

Measuring sessions held at the SEMA Garage are often a big draw for WTC manufacturers seeking early access to new vehicle models to assist in the development of new products. But as not all WTC members are able to participate in those sessions, the council took the additional step of creating the WTC Wheel Measurement Database. The database contains wheel measurement information on new vehicles accessible through the measuring sessions.

The WTC added another resource to assist members traveling from out of town to attend measuring sessions but who may be unable to transport their tools. The WTC Measuring Kit, now stored at the SEMA Garage, includes more than a dozen tools, ranging from contour, PCD and lug gauges and 6- and 8-in. digital calipers to an 18-in. metal ruler and an assortment of plum ball components.

“WTC has always been focused on providing value to our members, and we look at doing that in a variety of ways,” said Gavin Horlick, who chairs the council’s technical subcommittee. “The tool kit is a real benefit, in that it helps our members who travel to the Garage for measuring sessions.”

According to Horlick, WTC is now working on another initiative: a brand-new wheel and tire installation guide. Long-time members of WTC, will recall the tire and wheel installation poster created more than a decade ago. While still in widespread use industry-wide, the poster has outlived its timeliness.

“The tire and wheel poster was actually created by WIC,” Horlick said. “It talked about simple things such as how to match the right bolt pattern to the right wheel or the right lug nut to the right wheel—basic safety-related guidelines. The poster was distributed through a variety of channels and still hangs in many retails shops. But the poster is outdated at this point.”

The new installation guide, Horlick noted, will include some of the basics, but it will also be expanded to address more current procedures and technologies, such as tire-pressure monitoring systems (TPMS), which weren’t even on the radar screen when the original poster was developed.

“The new installation guide will be focused on the independent tire shop—a tool to teach their techs about proper procedures,” Horlick said, noting that the guide will be released in time for the 2019 SEMA Show. “It will be another tool that SEMA provides that comes from WTC. It’s the biggest task we’re working on now, and we think it’s going to be the
biggest deliverable.”

Addressing Educational Needs

Education sessions are in the works for the 2019 SEMA Show to cater towards the wheel and tire industry.

With education top of mind for WTC, the council is committed to offering learning opportunities to its members. At last year’s SEMA Show, WTC tackled the topic of tariffs in two forums. While an expert panel addressed “Tariffs, Technology and Trends,” a seminar titled “Legal and Regulatory: Navigating the World of Import Tariffs” provided a status review of tariffs on steel and aluminum.

Recently, WTC collaborated with SEMA’s office in Washington, D.C., to present a June webinar, also on the topic of tariffs, which was led by Stuart Gosswein, SEMA senior director of governmental affairs. And though this year’s Show is still several months away, the WTC is already looking ahead.

While seminar topics have yet to be nailed down, Tyson Boyer, who takes over as WTC chair in July, noted that several ideas are under consideration, including a panel discussion and a roundtable featuring wheel and tire pros. But while Boyer is pleased with the prospect of WTC hosting educational sessions, he is more enthusiastic about the prospect of the sessions being held in the South Hall for the very first time.

Traditionally, most Show seminars have been held in the North Hall, requiring both South Hall exhibitors and attendees to trek through the entire Las Vegas Convention Center. According to Boyer, that has not only been an inconvenience but has also drawn traffic away for the Global Tire Expo.

“To have an educational center in the South Hall is outstanding,” Boyer said. “It shows the importance of our industry and was something the wheel and tire industry has longed for. The lower South Hall is labeled the Global Tire Expo, and we want a presence there. We discussed how we could achieve that with the SEMA Show leadership, and we’re excited that we’re putting the focus on the Global Tire Expo.”

SEMA Member News—July 2019

Rolling Along With Technology

Entrance to Lower South Hall during the 2018 SEMA Show.

Over the years, the Wheel & Tire Council (WTC, formerly known as the Wheel Industry Council, WIC) has not only brought together two related industry segments for the common good but has also centered its sights on the collective technical and educational needs of its members.

The council has developed various deliverables to help its members improve their business practices and procedures. The “WTC Wheel Care Guide” is but one example. Designed as an internal training piece or as a retail countertop display, the guide offers tips and FAQs on proper wheel care, and it explains the common wheel surface finishes and the types of cleaning solutions for each.

Measuring sessions held at the SEMA Garage are often a big draw for WTC manufacturers seeking early access to new vehicle models to assist in the development of new products. But as not all WTC members are able to participate in those sessions, the council took the additional step of creating the WTC Wheel Measurement Database. The database contains wheel measurement information on new vehicles accessible through the measuring sessions.

The WTC added another resource to assist members traveling from out of town to attend measuring sessions but who may be unable to transport their tools. The WTC Measuring Kit, now stored at the SEMA Garage, includes more than a dozen tools, ranging from contour, PCD and lug gauges and 6- and 8-in. digital calipers to an 18-in. metal ruler and an assortment of plum ball components.

“WTC has always been focused on providing value to our members, and we look at doing that in a variety of ways,” said Gavin Horlick, who chairs the council’s technical subcommittee. “The tool kit is a real benefit, in that it helps our members who travel to the Garage for measuring sessions.”

According to Horlick, WTC is now working on another initiative: a brand-new wheel and tire installation guide. Long-time members of WTC, will recall the tire and wheel installation poster created more than a decade ago. While still in widespread use industry-wide, the poster has outlived its timeliness.

“The tire and wheel poster was actually created by WIC,” Horlick said. “It talked about simple things such as how to match the right bolt pattern to the right wheel or the right lug nut to the right wheel—basic safety-related guidelines. The poster was distributed through a variety of channels and still hangs in many retails shops. But the poster is outdated at this point.”

The new installation guide, Horlick noted, will include some of the basics, but it will also be expanded to address more current procedures and technologies, such as tire-pressure monitoring systems (TPMS), which weren’t even on the radar screen when the original poster was developed.

“The new installation guide will be focused on the independent tire shop—a tool to teach their techs about proper procedures,” Horlick said, noting that the guide will be released in time for the 2019 SEMA Show. “It will be another tool that SEMA provides that comes from WTC. It’s the biggest task we’re working on now, and we think it’s going to be the
biggest deliverable.”

Addressing Educational Needs

Education sessions are in the works for the 2019 SEMA Show to cater towards the wheel and tire industry.

With education top of mind for WTC, the council is committed to offering learning opportunities to its members. At last year’s SEMA Show, WTC tackled the topic of tariffs in two forums. While an expert panel addressed “Tariffs, Technology and Trends,” a seminar titled “Legal and Regulatory: Navigating the World of Import Tariffs” provided a status review of tariffs on steel and aluminum.

Recently, WTC collaborated with SEMA’s office in Washington, D.C., to present a June webinar, also on the topic of tariffs, which was led by Stuart Gosswein, SEMA senior director of governmental affairs. And though this year’s Show is still several months away, the WTC is already looking ahead.

While seminar topics have yet to be nailed down, Tyson Boyer, who takes over as WTC chair in July, noted that several ideas are under consideration, including a panel discussion and a roundtable featuring wheel and tire pros. But while Boyer is pleased with the prospect of WTC hosting educational sessions, he is more enthusiastic about the prospect of the sessions being held in the South Hall for the very first time.

Traditionally, most Show seminars have been held in the North Hall, requiring both South Hall exhibitors and attendees to trek through the entire Las Vegas Convention Center. According to Boyer, that has not only been an inconvenience but has also drawn traffic away for the Global Tire Expo.

“To have an educational center in the South Hall is outstanding,” Boyer said. “It shows the importance of our industry and was something the wheel and tire industry has longed for. The lower South Hall is labeled the Global Tire Expo, and we want a presence there. We discussed how we could achieve that with the SEMA Show leadership, and we’re excited that we’re putting the focus on the Global Tire Expo.”

SEMA Member News—July 2019

Rolling Along With Technology

Entrance to Lower South Hall during the 2018 SEMA Show.

Over the years, the Wheel & Tire Council (WTC, formerly known as the Wheel Industry Council, WIC) has not only brought together two related industry segments for the common good but has also centered its sights on the collective technical and educational needs of its members.

The council has developed various deliverables to help its members improve their business practices and procedures. The “WTC Wheel Care Guide” is but one example. Designed as an internal training piece or as a retail countertop display, the guide offers tips and FAQs on proper wheel care, and it explains the common wheel surface finishes and the types of cleaning solutions for each.

Measuring sessions held at the SEMA Garage are often a big draw for WTC manufacturers seeking early access to new vehicle models to assist in the development of new products. But as not all WTC members are able to participate in those sessions, the council took the additional step of creating the WTC Wheel Measurement Database. The database contains wheel measurement information on new vehicles accessible through the measuring sessions.

The WTC added another resource to assist members traveling from out of town to attend measuring sessions but who may be unable to transport their tools. The WTC Measuring Kit, now stored at the SEMA Garage, includes more than a dozen tools, ranging from contour, PCD and lug gauges and 6- and 8-in. digital calipers to an 18-in. metal ruler and an assortment of plum ball components.

“WTC has always been focused on providing value to our members, and we look at doing that in a variety of ways,” said Gavin Horlick, who chairs the council’s technical subcommittee. “The tool kit is a real benefit, in that it helps our members who travel to the Garage for measuring sessions.”

According to Horlick, WTC is now working on another initiative: a brand-new wheel and tire installation guide. Long-time members of WTC, will recall the tire and wheel installation poster created more than a decade ago. While still in widespread use industry-wide, the poster has outlived its timeliness.

“The tire and wheel poster was actually created by WIC,” Horlick said. “It talked about simple things such as how to match the right bolt pattern to the right wheel or the right lug nut to the right wheel—basic safety-related guidelines. The poster was distributed through a variety of channels and still hangs in many retails shops. But the poster is outdated at this point.”

The new installation guide, Horlick noted, will include some of the basics, but it will also be expanded to address more current procedures and technologies, such as tire-pressure monitoring systems (TPMS), which weren’t even on the radar screen when the original poster was developed.

“The new installation guide will be focused on the independent tire shop—a tool to teach their techs about proper procedures,” Horlick said, noting that the guide will be released in time for the 2019 SEMA Show. “It will be another tool that SEMA provides that comes from WTC. It’s the biggest task we’re working on now, and we think it’s going to be the
biggest deliverable.”

Addressing Educational Needs

Education sessions are in the works for the 2019 SEMA Show to cater towards the wheel and tire industry.

With education top of mind for WTC, the council is committed to offering learning opportunities to its members. At last year’s SEMA Show, WTC tackled the topic of tariffs in two forums. While an expert panel addressed “Tariffs, Technology and Trends,” a seminar titled “Legal and Regulatory: Navigating the World of Import Tariffs” provided a status review of tariffs on steel and aluminum.

Recently, WTC collaborated with SEMA’s office in Washington, D.C., to present a June webinar, also on the topic of tariffs, which was led by Stuart Gosswein, SEMA senior director of governmental affairs. And though this year’s Show is still several months away, the WTC is already looking ahead.

While seminar topics have yet to be nailed down, Tyson Boyer, who takes over as WTC chair in July, noted that several ideas are under consideration, including a panel discussion and a roundtable featuring wheel and tire pros. But while Boyer is pleased with the prospect of WTC hosting educational sessions, he is more enthusiastic about the prospect of the sessions being held in the South Hall for the very first time.

Traditionally, most Show seminars have been held in the North Hall, requiring both South Hall exhibitors and attendees to trek through the entire Las Vegas Convention Center. According to Boyer, that has not only been an inconvenience but has also drawn traffic away for the Global Tire Expo.

“To have an educational center in the South Hall is outstanding,” Boyer said. “It shows the importance of our industry and was something the wheel and tire industry has longed for. The lower South Hall is labeled the Global Tire Expo, and we want a presence there. We discussed how we could achieve that with the SEMA Show leadership, and we’re excited that we’re putting the focus on the Global Tire Expo.”

SEMA Member News—July 2019

Heralding a New Era

TORA launches new branding during their launch party in Moab, Utah.

It’s official. Against an awe-inspiring backdrop of towering red rock formations for which Moab, Utah, is renowned, the light-truck and off-road communities celebrated the rebranding of the Light Truck Accessories Alliance (LTAA) into the more inclusive Truck & Off-Road Alliance (TORA) at an official launch party on April 18.

The ground-breaking union of two vibrant market segments represents LTAA’s decision to embrace the off-road market. But the decision wasn’t made lightly, nor did it happen overnight.

According to Kathryn Reinhardt, outgoing chair of LTAA, who helped shepherd the transition, the conversation first began with thoughts of how to grow council membership. It quickly turned into a more thoughtful look at a shifting market and what the changes might mean to LTAA.

“The conversation started with an idea to open LTAA to a bigger membership, not because we didn’t have the largest membership of all the SEMA councils, but because we saw a market shift,” Reinhardt said. “Whether it was Jeeps going to Moab, overlanding vehicles going to remote areas, or trophy trucks doing the Baja 1000, we saw this collection of shops that were building these vehicles and manufacturers that were making products for these off-road vehicles. We thought we were speaking to that audience, but we realized that there was some confusion over the LTAA name. In their minds, a light truck is a small pickup. So in reality, we weren’t speaking their language.”

To address that conundrum and brainstorm next steps, LTAA held an open meeting during last year’s Off-Road Expo. Participants included council members along with a cross-section of other players—distributors, manufacturers, racers, as well as non-LTAA members who belong to SEMA.

“We did an entire day of research on the market segment, on the definition of a truck, an ATV, a UTV,” Reinhardt said. “We wanted to define who our members are and if we are giving them all the tools, programs and products necessary to make their companies successful. We tried to hit every segment we could to get an opinion on the direction we ought to go and to [identify] if there was anybody we might have left out. After an entire day, we came to the conclusion that we needed to change the name to open the doors to every market segment out there that reflects the truck culture.”

Evolving With the Times

Jeep enthusiasts go off-road in Moab, Utah.

To reflect the change, the SEMA Board of Directors approved LTAA’s proposal to embrace the off-road segment and rebrand the council as TORA. But it wasn’t the first time that the board was charged with approving a proposal to bring a truck-centric group under the SEMA umbrella.

In 1999, the Truck Cap & Accessory Association (TCAA) began exploring the possibility of becoming a SEMA council. First established in 1989 as the Truck Cap Industry Association, it had already marked its first major transition by changing its name to TCAA to better represent the broader collective interests of the truck-accessory market.

Following yearlong negotiations and a nod from the SEMA Board, TCAA merged into SEMA as its largest council in 2000. Soon thereafter, it was rebranded again—this time as the Light Truck Accessory Alliance.

So what does the latest rebranding mean for LTAA’s current core members? In describing the TORA designation, Reinhardt sees it as a blending of two markets into one united coalition.

“The ‘T’ still stands for truck, with the ‘OR’ for off-road,” she explained. “But the word ‘alliance’ is so important. It’s a carryover from LTAA, but it also says that we are opening our arms to all those other entities to be more inclusive.

“It’s a sign of the times. We have to be willing to change. We aren’t losing the LTAA spirit. The truck cap and accessory companies are still within our realm. With the word alliance in the name, we’re recognizing that current members are an integral part of who we are. At the same time, we are bringing together a new community of companies and people who want to be represented.”

SEMA Member News—July 2019

Heralding a New Era

TORA launches new branding during their launch party in Moab, Utah.

It’s official. Against an awe-inspiring backdrop of towering red rock formations for which Moab, Utah, is renowned, the light-truck and off-road communities celebrated the rebranding of the Light Truck Accessories Alliance (LTAA) into the more inclusive Truck & Off-Road Alliance (TORA) at an official launch party on April 18.

The ground-breaking union of two vibrant market segments represents LTAA’s decision to embrace the off-road market. But the decision wasn’t made lightly, nor did it happen overnight.

According to Kathryn Reinhardt, outgoing chair of LTAA, who helped shepherd the transition, the conversation first began with thoughts of how to grow council membership. It quickly turned into a more thoughtful look at a shifting market and what the changes might mean to LTAA.

“The conversation started with an idea to open LTAA to a bigger membership, not because we didn’t have the largest membership of all the SEMA councils, but because we saw a market shift,” Reinhardt said. “Whether it was Jeeps going to Moab, overlanding vehicles going to remote areas, or trophy trucks doing the Baja 1000, we saw this collection of shops that were building these vehicles and manufacturers that were making products for these off-road vehicles. We thought we were speaking to that audience, but we realized that there was some confusion over the LTAA name. In their minds, a light truck is a small pickup. So in reality, we weren’t speaking their language.”

To address that conundrum and brainstorm next steps, LTAA held an open meeting during last year’s Off-Road Expo. Participants included council members along with a cross-section of other players—distributors, manufacturers, racers, as well as non-LTAA members who belong to SEMA.

“We did an entire day of research on the market segment, on the definition of a truck, an ATV, a UTV,” Reinhardt said. “We wanted to define who our members are and if we are giving them all the tools, programs and products necessary to make their companies successful. We tried to hit every segment we could to get an opinion on the direction we ought to go and to [identify] if there was anybody we might have left out. After an entire day, we came to the conclusion that we needed to change the name to open the doors to every market segment out there that reflects the truck culture.”

Evolving With the Times

Jeep enthusiasts go off-road in Moab, Utah.

To reflect the change, the SEMA Board of Directors approved LTAA’s proposal to embrace the off-road segment and rebrand the council as TORA. But it wasn’t the first time that the board was charged with approving a proposal to bring a truck-centric group under the SEMA umbrella.

In 1999, the Truck Cap & Accessory Association (TCAA) began exploring the possibility of becoming a SEMA council. First established in 1989 as the Truck Cap Industry Association, it had already marked its first major transition by changing its name to TCAA to better represent the broader collective interests of the truck-accessory market.

Following yearlong negotiations and a nod from the SEMA Board, TCAA merged into SEMA as its largest council in 2000. Soon thereafter, it was rebranded again—this time as the Light Truck Accessory Alliance.

So what does the latest rebranding mean for LTAA’s current core members? In describing the TORA designation, Reinhardt sees it as a blending of two markets into one united coalition.

“The ‘T’ still stands for truck, with the ‘OR’ for off-road,” she explained. “But the word ‘alliance’ is so important. It’s a carryover from LTAA, but it also says that we are opening our arms to all those other entities to be more inclusive.

“It’s a sign of the times. We have to be willing to change. We aren’t losing the LTAA spirit. The truck cap and accessory companies are still within our realm. With the word alliance in the name, we’re recognizing that current members are an integral part of who we are. At the same time, we are bringing together a new community of companies and people who want to be represented.”

SEMA Member News—July 2019

Heralding a New Era

TORA launches new branding during their launch party in Moab, Utah.

It’s official. Against an awe-inspiring backdrop of towering red rock formations for which Moab, Utah, is renowned, the light-truck and off-road communities celebrated the rebranding of the Light Truck Accessories Alliance (LTAA) into the more inclusive Truck & Off-Road Alliance (TORA) at an official launch party on April 18.

The ground-breaking union of two vibrant market segments represents LTAA’s decision to embrace the off-road market. But the decision wasn’t made lightly, nor did it happen overnight.

According to Kathryn Reinhardt, outgoing chair of LTAA, who helped shepherd the transition, the conversation first began with thoughts of how to grow council membership. It quickly turned into a more thoughtful look at a shifting market and what the changes might mean to LTAA.

“The conversation started with an idea to open LTAA to a bigger membership, not because we didn’t have the largest membership of all the SEMA councils, but because we saw a market shift,” Reinhardt said. “Whether it was Jeeps going to Moab, overlanding vehicles going to remote areas, or trophy trucks doing the Baja 1000, we saw this collection of shops that were building these vehicles and manufacturers that were making products for these off-road vehicles. We thought we were speaking to that audience, but we realized that there was some confusion over the LTAA name. In their minds, a light truck is a small pickup. So in reality, we weren’t speaking their language.”

To address that conundrum and brainstorm next steps, LTAA held an open meeting during last year’s Off-Road Expo. Participants included council members along with a cross-section of other players—distributors, manufacturers, racers, as well as non-LTAA members who belong to SEMA.

“We did an entire day of research on the market segment, on the definition of a truck, an ATV, a UTV,” Reinhardt said. “We wanted to define who our members are and if we are giving them all the tools, programs and products necessary to make their companies successful. We tried to hit every segment we could to get an opinion on the direction we ought to go and to [identify] if there was anybody we might have left out. After an entire day, we came to the conclusion that we needed to change the name to open the doors to every market segment out there that reflects the truck culture.”

Evolving With the Times

Jeep enthusiasts go off-road in Moab, Utah.

To reflect the change, the SEMA Board of Directors approved LTAA’s proposal to embrace the off-road segment and rebrand the council as TORA. But it wasn’t the first time that the board was charged with approving a proposal to bring a truck-centric group under the SEMA umbrella.

In 1999, the Truck Cap & Accessory Association (TCAA) began exploring the possibility of becoming a SEMA council. First established in 1989 as the Truck Cap Industry Association, it had already marked its first major transition by changing its name to TCAA to better represent the broader collective interests of the truck-accessory market.

Following yearlong negotiations and a nod from the SEMA Board, TCAA merged into SEMA as its largest council in 2000. Soon thereafter, it was rebranded again—this time as the Light Truck Accessory Alliance.

So what does the latest rebranding mean for LTAA’s current core members? In describing the TORA designation, Reinhardt sees it as a blending of two markets into one united coalition.

“The ‘T’ still stands for truck, with the ‘OR’ for off-road,” she explained. “But the word ‘alliance’ is so important. It’s a carryover from LTAA, but it also says that we are opening our arms to all those other entities to be more inclusive.

“It’s a sign of the times. We have to be willing to change. We aren’t losing the LTAA spirit. The truck cap and accessory companies are still within our realm. With the word alliance in the name, we’re recognizing that current members are an integral part of who we are. At the same time, we are bringing together a new community of companies and people who want to be represented.”

SEMA Member News—July 2019

Tools to Help Grow Your Business

Josh Poulson, owner of Auto Additions and chair-elect of PRO, relies on council resources to build confidence in his company and the products and services it provides.

Members of the Professional Restylers Organization (PRO) are not just part of a community of like-minded professionals. Membership in PRO also gives employees of member companies a voice on matters that influence and impact the restyling market—and that can help to effect change.

Through the exchange of ideas at annual membership meetings and strategic planning sessions over the course of 31 years, PRO members have created a toolbox of resources in response to that collective voice.

What’s in It for You?

The car-dealer community is the restyling industry’s primary channel partner. So it makes sense that many of PRO’s resources are aimed at helping member companies create successful and profitable dealership accessory programs.

The more tools there are, the greater the chances of success. Here’s a sampling of resources that can help to enhance the stature of the industry, raise the level of professionalism, and give members a competitive edge.

Vehicle Accessorization: The Fast Track to Greater Profits. Dealer profit margins can be slim. This high-impact, dealer-direct sales tool highlights important facts about the aftermarket industry and the value of teaming up with restylers to create profit-generating accessory programs. The two-sided flyer can be personalized to include a member company’s key message points. To request a PDF, email SEMA Senior Manager of Councils Allan Keefe at allank@sema.org.

PRO Codes of Ethics: PRO has developed recommended codes of ethics for member manufacturers, warehouse distributors and installers, restylers and accessory retailers. The restyler code, for instance, identifies eight best business practices, including installing only warranted products, employing a staff of trained technicians, and having appropriate liability insurance. Keep a copy on hand. Put it in your sales presentation binder. To download the codes of ethics, visit www.sema.org/pro.

Owner Information Packet: PRO has two documents in its toolbox that address warranty-related concerns. The first is a two-part glovebox insert. It includes an envelope for storing various documents (product warranties, accessory operating instructions, etc.) plus a postcard insert containing valuable information on new-vehicle warranty coverage as defined under the Magnuson-Moss Warranty Act. To order packets—available free to members—email allank@sema.org.

SEMA Document: The second document, authored by SEMA President and CEO Chris Kersting in collaboration with the PRO select committee, provides guidance to installers working with dealerships and advises dealers what to look for when selecting an aftermarket installer (think code of ethics) and of their rights under Magnuson-Moss. The document is available as a PDF. To request a copy, email allank@sema.org.

PRO Tools at Work

All of these tools—and others such as the “PRO Sales Training Manual” and the all-new SEMA Accessory Sales Professional Certificate program—can help restylers instill confidence in the industry’s products and services and build a members’ images as restyling pros.

Case in point: Josh Poulson, owner of Auto Additions in Columbus, Ohio, recently heard from a dealer principal who was concerned about installing certain aftermarket accessories, which the dealer thought might affect a new-vehicle warranty. Before sitting down with the dealer, Poulson did his homework. He assembled copies of several documents, including his garagekeepers legal liability insurance policy, the PRO codes of ethics for manufacturers and installers, the Magnuson-Moss Warranty Act, and the SEMA memorandum from Chris Kersting. His due diligence paid off.

“PRO continues to put materials into place to help restylers and dealers,” said Poulson, who assumes the role of PRO chair-elect in July. “Many times, it’s just a matter of breaking down the issue and helping dealers understand the value of working with a professional restyler and that they have the right to sell aftermarket accessories. Using the tools in the PRO toolbox helps me as a restyler to have the confidence and information to intelligently address any concerns or objections that a dealer might bring up.”

“PRO has always been focused on helping our members raise the bar and on providing tools to grow their businesses and remain competitive,” said Ellen McKoy, the council’s outgoing chair. “But none of that would be possible if not for our members playing an active role in helping PRO achieve its goals.”

The SEMA Accessory Sales Professional Exam is now live at www.sema.org/proexam.