SEMA has announced RJ de Vera as its vice president of marketing.
De Vera comes to SEMA after 12 years at 3M, a Fortune 100 company, including the last seven as global leader of digital marketing and public relations for the Meguiar’s Car Care brand. He will be developing and implementing a modernized multi-channel marketing strategy for SEMA with a digital-first focus to expand brand awareness and build customer affinity for SEMA and its members.
As SEMA's vice president of marketing, industry veteran RJ de Vera will develop and implement a modernized multi-channel marketing strategy with a digital-first focus.
“RJ is an industry icon, having worked in and with the aftermarket specialty business for nearly 30 years. It’s a thrill to have him join the SEMA leadership team,” said SEMA Senior Vice President of Operations Bill Miller. “He will surely be an asset to our growth in the coming years, and we look forward to seeing what he will bring to the organization.”
Prior to 3M/Meguiar’s, de Vera worked with OEMs, including Honda, Lexus, Mitsubishi, Mazda and Scion to build corporate image vehicles. He also helped American Racing, Veilside Japan and Vorsteiner design and market aftermarket parts and accessories, while also consulting on automotive-related marketing initiatives with numerous brands, including Pepsi Co., Valvoline, Boost Mobile, Michelin/BFGoodrich and Microsoft/XBOX.
“I have attended every SEMA Show since 1997 and have had the honor of being a judge for the SEMA Show’s Battle of Builders series for the past six years,” said de Vera. ”I am honored to expand my role within the association and hope to have a positive impact on the industry and culture that I love.”
Early in his career, he was part of the team at Petersen Publishing that led the charge to popularize sport compact culture with Super Street magazine. In addition, de Vera helped promote the first National Import Racing Association (NIRA) events and assisted Universal Studios in launching The Fast and the Furious movie franchise as a consultant and actor. He also served as a judge, host and content strategist for MTV’s “Trick It Out” series.
Anatalia (@anataliav) will join SEMA Young Guns followers for an Instagram “Ask Me Anything,” Tuesday, March 22, from 9:00 a.m.–4:00 p.m. (PDT).
Anatalia is currently building and prepping her ’94 Mazda Miata and getting it ready to hit the track later this year. Anatalia brings an entertaining perspective to the industry, bringing her audience along as she learns how to customize her Miata—reviewing new and customized cars and attending races and JDM events. Join us to learn more about getting started with building and how to have more fun with your builds.
SEMA continues to actively recruit automotive influencers for the SEMA Social Media Correspondent program. Apply now to be considered.
Brent Dreher, NVH/durability manager at Faraday Future is the latest SEMA Emerging Trends & Technology Network (ETTN) member to share his insight on how his company pivoted during the pandemic and utilized technology to keep business moving forward.
Get to know what tools his company has leaned on and what new trends he is seeing in the industry in his interview with SEMA below.
SEMA: How has the pandemic changed your company?
Brent Dreher: The pandemic has resulted in several challenges to my company, which is an emerging electric vehicle (EV) OEM. First, it resulted in funding challenges that have since been overcome. Second, it made us rethink work itself; indeed, we saw for ourselves that remote and hybrid work can be as effective as in-office work. Finally, the pandemic-induced supply-chain difficulties have presented us with another challenge to face and overcome.
SEMA: What technology tools, new or old, have you leaned on recently?
BD: Remote meeting technology has been a lifesaver! In addition, for those needing high-power computing capabilities, such as the CAE engineers on my team, the usage of modern remote desktop software coupled with high-powered desktop workstations located in-office has been a key enabler of successful remote and hybrid work modes.
SEMA: What new trends have you noticed within the industry?
BD: The shift to remote and hybrid workforce is one obvious trend among OEMs. Also, the pace of “real” EV model announcements and launches has seemed to increase especially among major OEMs. There’s no going back now!
SEMA: What is the single best career advice you’ve been given?
BD: This is an easy one. The best career advice I’ve been given is to “be as helpful as possible to each and every person you work with.” Whenever I encounter someone with a problem or an uncertainty, I go the extra mile to get that “Wow, thanks!” reaction. This has trickled out to provide more happiness and success for everyone in the business.
Fill out this form for a chance to be featured in the next ETTN member insight. By sharing your experiences, you can inspire and motivate other members to learn new tips and ideas. You may also be featured on ETTN’s social media and in SEMA News.
In partnership with Ford Motor Company, the SEMA Garage will host a Measuring Session for the all-electric ’22 Ford F-150 Lightning. The event will allow SEMA members to have a close-up experience with Ford’s first ever all-electric F-Series truck.
New F-150 Lightning features will include:
SuperCrew Four-Door Cab
Four-Wheel Drive
5.5-Foot Cargo Bed
Extended-Range Battery Option
Standard Ford Co-Pilot360 2.0 Technology (ADAS)
This will be an in-person event at the SEMA Garage in Diamond Bar, California. In order to comply with state and local health guidelines, this event will require scheduled appointments. Due to high demand, all appointments will be time limited.
SEMA hired two new directors working in the councils and membership department: Pamela Brown-Matthis and Marcy Ann Yanus. Brown-Matthis is the new education director based in McKinney, Texas. Marcy Ann Yanus is the new SEMA council director overseeing Automotive Restoration Market Organization (ARMO), Hot Rod Industry Alliance (HRIA) and Motorsports Parts Manufacturers Council (MPMC), and will be based in Grove City, Ohio. Both women will report to SEMA Vice President, Councils & Membership Nathan Ridnouer.
Pamela Brown-Matthis
“Pamela and Marcy will be tremendous assets to our education and council teams,” said Ridnouer. “As we continue to advance our programs to serve the needs of our members and the industry as a whole, we need seasoned professionals like Pamela and Marcy to move us forward.”
Marcy Ann Yanus
Brown-Matthis is a seasoned education development specialist with more than 25 years of experience as a professional development executive, instructional designer, content developer and author. As a professional speaker, coach and workshop leader, Brown-Matthis has presented on topics such as Diversity, Equity and Inclusion; Leadership Development; and Interpersonal Skills Development. As a curriculum developer, she has developed a portfolio of competency-based leadership development solutions for hybrid learning and development programs. Brown-Matthis has led, developed and managed national leadership development programs, conferences, summits and workshops for emerging leaders, executives and c-suite professionals.
Yanus has worked professionally for non-profit associations for nearly 20 years. She has served in numerous capacities with non-profits in Ohio, Texas, Michigan and Connecticut. Most recently she served as an executive at YMCA of Central Ohio over membership and database management. Yanus is passionate about gender equity and was co-chair for the Inaugural National YMCA Women’s Leadership Conference in 2018. Personally, Yanus grew up at her dad’s small business where he restored classic and antique car engines. As a former race car driver, she accompanied him to the racetracks to watch him work the pit while she timed races.
The National Highway Traffic Safety Administration (NHTSA) has issued a final rule to update the occupant protection Federal Motor Vehicle Safety Standards (FMVSS) to account for autonomous vehicles. The rule updates the FMVSS to clarify the standards automakers are held to when manufacturing autonomous vehicles that don’t require traditional driving controls, such as a steering wheel and brake pedal. Vehicles that are equipped with automated driving systems (ADS) technology must provide the same level of occupant crash protection as current passenger vehicles.
Fully autonomous vehicles using ADS technology differ from advanced driver assistance systems (ADAS) like lane-departure warnings and automatic emergency braking that are becoming commonplace on all new passenger vehicles. There are currently no fully autonomous passenger vehicles available for sale.
For more information, contact Caroline Fletcher at carolinef@sema.org.
Applications for the 2022 SEMA Show are now available at www.semashow.com/buyabooth. The event taking place November 1–4 in Las Vegas is the premier automotive trade event in the world.
Manufacturers of automotive parts and accessories exhibit at the SEMA Show to promote new products, increase brand awareness, generate leads for future orders, build and strengthen relationships through in-person networking, and generate media coverage.
“Nothing compares to the SEMA Show. There’s a unique energy and mystique about the Show that makes it the ideal place for manufacturers to promote their products and raise brand awareness,” said SEMA Vice President of Events Tom Gattuso. “With buyers and media from all over the world in attendance, exhibitors have unlimited opportunities to engage in meaningful conversations that lead to profitable business partnerships.”
With more than 100,000 professionals in attendance at the 2021 SEMA Show, the event was Las Vegas’ No. 1-attended trade show last year. It also marked the Las Vegas Convention Center’s first full-capacity event since the pandemic. Exhibitors found valuable ROI by participating at the Show, with nearly all participants rating their experience as positive and noting that they plan to return in 2022.
“In-person interactions have greater meaning today than ever before,” said Gattuso. “The ability to communicate face-to-face, witness a live product demonstration, and take a photo with a celebrity is rare. The SEMA Show offers four full days of valuable activity both on and off the Show floor.”
In addition to more than 4.6 million of convention space, the SEMA Show includes interactive experiences, celebrity appearances, unique seminars with dynamic speakers, and unique panel discussions.
Companies may apply for space at the 2022 SEMA Show at www.semashow.com/buyabooth. To be included in the Priority Booth Space Selection Process, applications must be received by Monday, April 4. For more information, visit www.semashow.com.
Rick Roberts Joins the Speedmaster Team as North American Director of Engineering
Speedmaster has hired Fredrick (Rick) Roberts Ph.D as North American director of engineering
Speedmaster has announced the addition of Fredrick (Rick) Roberts Ph.D as North American director of engineering. He is well known for serving 28 years as Edelbrock’s director of engineering, and played an integral part in the development of their EFI, cylinder head and intake manifold programs.
Roberts received his Ph.D in aeronautics from California Institute of Technology and upon graduating, got a job with IBM. While a career in tech seemed immanent for Roberts, his passion for cars drew him to the automotive aftermarket. “I left a good-paying mechanical engineering job to work for what was then a head porting company, Air Flow Research. It was at AFR where I got a first-class education on cylinder heads.” Roberts said. “I became partners with AFR in the purchase of Brownfield Company, the first aftermarket manufacturer to produce a small-block Chevy aluminum cylinder head.”
After only three years, his work caught the eye of Vic Edelbrock Jr., and in 1991, he was appointed director of engineering—a title he held for more than 28 years. In 2019, he founded Roberts Automotive consultants.
“While conducting our search for a Director of Engineering, Rick Roberts’ name came up several times by both candidates and industry colleagues.“ said Speedmaster Deputy CEO Tim Kawasaki. “The fact that someone of Ricks caliber chose Speedmaster over so many other performance brands cannot be overstated.”
Chuck Abbott
AirSept Announces Chuck Abbott as Vice President, Sales and Marketing
AirSept has announced the addition of Charles “Chuck” Abbott as the company’s new vice president of sales and marketing. Hired March 1 by Aaron Becker, AirSept’s president, Abbott’s expertise is in transforming businesses for profitable growth in the tool, equipment and chemical categories via multiple channels to the automotive and HVAC/R service markets. Abbott previously served as vice president, global automotive sales for CPS Products Inc., where he managed strategic accounts, including Snap-on and Lockheed Martin, and was the primary architect of a sales team that significantly grew sales with a focus on new, innovative products, leveraging private-label programs, improving customer retention and expanding distribution here and abroad.
Currently, Abbott serves on the board of directors for the Automotive Maintenance & Repair Association, and previously served on the board of directors for the Equipment Tool Institute. Abbott, a graduate of Lesley University, will have a hybrid work schedule working primarily from his home in Indianapolis.
Kahn Media Acquires TREAD Agency
Moorpark, California-based Kahn Media has acquired the assets of TREAD Agency, which will act as a sub-brand of Kahn Media and provide digital marketing services with a focus on off-road, shooting sports, fishing and boating, overland and related market segments. TREAD is based in Southern California with affiliates in Texas, Arizona and Florida. TREAD Agency was founded by public relations and marketing veteran Jeff Dillow. He joined Kahn Media in 2021 and will remain directly engaged with the TREAD Agency brand. For more information, visit treadagency.com and kahnmedia.com.
R&R Marketing Consultants Distribution Partner Meyer Distributing Now Stocking VMP Performance
R&R Marketing Consultants Inc. (RRMCI) has announced a new distribution partnership between Meyer Distributing and VMP Performance. Meyer Distributing is now a full stocking WD for VMP Performance products. They service the entire United States through their 82 locations.
Pat Musi Racing Engines to Host Open House at New Race Facility
Pat Musi Racing Engines and Musi Racing will celebrate the grand opening of their new race facility and the Edelbrock Race Center in Mooresville, North Carolina, with an open house event on Saturday, April 30. Fans will have the opportunity to tour the two facilities, including the new Edelbrock Race Center, home to Musi’s restoration-mod business, which will include the purchasing, upgrading, and reselling musclecars, with the installation of the Edelbrock-Musi 555 crate engine in many vehicles.
Fans can also meet Musi and his team and driver and TV star Lizzy Musi, who will be on hand at the racing facility from 1:00 p.m.–3:00 p.m. for autographs and photos. In addition, her Edelbrock and Lucas Oil-powered “Bonnie” Camaro, and the “Aftershock” Camaro, will be on display. The new facility is located at 1160 Gateway Drive, Mooresville, North Carolina, and the Edelbrock Race Center is located at 379-B Timber Road, Mooresville, North Carolina. For the complete details, visit musiracing.com.
Lisa Kubo Joins McLeod Racing as Director of Sport-Compact Sales
Lisa Kuba has been named the new director of Sport Compact Sales for McLeod Racing.
McLeod Racing has announced sport compact driver Lisa Kuba as its new director of Sport Compact Sales. Kubo is a professional drag racer of 12 years and the first sport-compact FWD driver to break into the seven-second zone. She will help grow and strengthen the McLeod Tuner Series line in her new position.
Xtrac Announces New Apprenticeship Academy
The Xtrac Academy will provide hands-on manufacturing and computer-aided engineering skills training focusing on Xtrac’s products.
Transmission technology specialist Xtrac, based in Berkshire, United Kingdom, has launched a dedicated apprenticeship facility at its global headquarters in Thatcham. The Xtrac Academy will provide hands-on manufacturing and computer-aided engineering skills training focusing on Xtrac’s products. The company will continue to work with Newbury College (UK) to offer apprenticeships in advanced manufacturing. For more information, visit xtrac.com/xtrac-academy.
Plews & Edelmann, a manufacturer and marketer of power-steering components, hoses, automotive fittings and turbo oil lines, has completed its purchase of Blissfield Manufacturing, a third-generation Tier 1 manufacturer of refrigeration products and condensers. Founded in 1946 and based in Blissfield, Michigan, Blissfield produced hydraulic power-steering coolers for original-equipment manufacturers. In the transaction, Plews & Edelmann acquired Blissfield’s technology, designs and manufacturing equipment.
Have some company news you would like to share? Let us know and the news may appear in an upcoming issue of SEMA eNews. Send your items for consideration to editors@sema.org.
Hagan, Tatum, Glenn and Stoffer Pick Up Wins at Amalie Motor Oil NHRA Gatornationals
Matt Hagan powered his 11,000-hp Dodge Power Brokers Dodge Charger Hellcat SRT to a run of 3.910 seconds at 330.96 mph to beat Blake Alexander in the final round.
Three-time Funny Car world champion Matt Hagan gave Tony Stewart Racing its first NHRA Camping World Drag Racing Series victory, racing to his first win at the historic and 53rd annual Amalie Motor Oil NHRA Gatornationals at Gainesville Raceway last Sunday. Tripp Tatum (Top Fuel), Dallas Glenn (Pro Stock) and Karen Stoffer (Pro Stock Motorcycle) also picked up wins at the third of 22 races during the 2022 NHRA Camping World Drag Racing Series season.
In his second final this season, Hagan powered his 11,000-hp Dodge Power Brokers Dodge Charger Hellcat SRT to a run of 3.910 seconds at 330.96 mph to beat Blake Alexander in the final round.
A day after picking up his first career No. 1 qualifier, Tatum did one better, driving to his first career Top Fuel victory with a standout run of 3.700 at 330.31 in his 11,000-hp Tripp Tatum Racing dragster.
In Pro Stock, Glenn, the reigning NHRA Rookie of the Year, got the best of his KB Racing teammate in the final round, going 6.486 at 210.21 in his RAD Torque Systems Chevrolet Camaro to knock off Kyle Koretsky.
Stoffer went 6.700 at 200.77 on her Big St. Charles/Ray Skillman Suzuki to beat Angie Smith in the final round of Pro Stock Motorcycle. To reach the final round for the fourth straight race, dating back to last season, Stoffer made the two quickest runs in Pro Stock Motorcycle history, going 6.682 at 198.70 in the opening round to initially set the record before she topped it with an 6.665 at 200.71 a round later. Stoffer added a 6.721 at 200.08 to reach the final round, with her finals performance giving Stoffer the third-quickest run in class history.
The NHRA Camping World Drag Racing Series returns to action April 1–3 with the NHRA Four-Wide Nationals at The Strip at Las Vegas Motor Speedway.
NASCAR Names O’Donnell Chief Operating Officer, Kennedy Returns to Competition Team
NASCAR has announced two key executive leadership moves, promoting Steve O’Donnell to COO and returning Ben Kennedy to the competition team where he will assume a key leadership position as senior vice president, racing development & strategy. As COO, O’Donnell will continue to provide oversight of all NASCAR competition and racing operations, while adding track operations and strategic development to his purview. With these added duties, all NASCAR-owned track properties, track presidents and respective events fall under O’Donnell’s responsibilities.
In returning to NASCAR’s competition team, Kennedy will maintain oversight of the national series schedule development, while assuming immediate oversight of racing operations, track services/transportation/officiating, industry relations and the NASCAR Touring and Weekly Series. He will work with O’Donnell in managing the areas of at-track competition and racing innovation. For more information, visit nascar.com.
DIRTcar Summer Nationals Adds New Race Dates
The 32-race stretch will take place from mid-June to late July for the DIRTcar Summer Nationals Late Models and DIRTcar Summit Racing Equipment Modified Nationals.
Officials have announced changes to the DIRTcar Summer Nationals “Hell Tour” schedule, including four new race dates. The 32-race stretch will take place from mid-June to late July for the DIRTcar Summer Nationals Late Models and DIRTcar Summit Racing Equipment Modified Nationals. New races include Red Hill Raceway (Sumner, Illinois) on Tuesday, June 28. Midwest racing promoter Jeremy Sneed has purchased the 3/8-mile oval and will reopen the facility for racing for the first time since it was closed in 2005.
For the first time since 1997, the Summer Nationals returns to Benton Speedway (Benton, Missouri) on Wednesday, June 29. The tour will also visit Montpelier Motor Speedway (Montpelier, Indiana) on Wednesday, July 13, and then Shadyhill Speedway (Medaryville, Indiana) on Thursday, July 14. Additionally, the Knox County Fair Raceway (Knoxville, Illinois) event, originally slated for Tuesday, July 12, has been moved to Tuesday, July 5. In the meantime, the Fayette County Speedway (Brownstown, Illinois) event was moved from Monday, July 4, to Wednesday, July 6. For the updated schedule, visit here. For more information, visit dirtcar.com.
We just caught a rather bizarre Ford Mustang prototype. The model is an S550-generation Shelby GT350, but with one caveat: the hood, which is one of the strangest setups we’ve ever seen.
It features a massive raised section that peaks toward the front before tapering down in both directions. The purpose of this hood configuration is unclear, but it’s possible that the model is a powertrain mule for the upcoming S650 Mustang, and the hood was a makeshift approach to test a new powertrain setup. What this GT350 mule could be packing is anyone’s guess, but in 2011 we saw a Mustang with a similar hood setup, which turned out to be a Cobra Jet.
Other than that, the prototype appears to be identical to the S550 Shelby GT350.
Applications for the 2022 SEMA Show are now available at 
Kahn Media Acquires TREAD Agency
