By Ashley Reyes

The SEMA Wheel & Tire Council (WTC) named Alexander Martinez as this week’s WTC spotlight volunteer. Martinez is a WTC select committee member and the chief marketing and customer officer at SD Wheel —a distributor of wheels and tires for the automotive aftermarket.

Get to know Martinez in his interview with SEMA below.

SEMA: What led you to obtaining a career in the wheel and tire industry?

Alexander Martinez: I’ve always been passionate about people finding ways to express their individuality. It just so happens that cars were the best way to do that. My passion for bringing people together and expressing themselves through their vehicles sparked various entrepreneurial businesses when I was 17-18. Over time, this scaled into launching brands and companies that specialized in aftermarket wheels, tires and suspension.

SEMA: How has being a WTC volunteer or member impacted your professional career?

AM: It's allowed me to connect with some incredible leaders in the wheel and tire industry. From new companies to well-established brands, being a part of WTC has allowed me to listen in and learn from so many exciting and incredible people with unique stories.

SEMA: What advice do you have for someone pursuing a career in the wheel and tire segment?

AM: There are opportunities everywhere. Take the risk and make the jump! Just be sure to plan for those jumps through standard work, lean management, accountability and discipline. If you can do that, you’ll win.

SEMA: Where can we find you on a Saturday?

AM: I can be found at Road America driving my cars, hosting a car show or traveling with vendors learning about new products.

Fill out a WTC spotlight form to highlight how you or your company are contributing to the wheel and tire segment of the automotive aftermarket. Selected candidates are eligible to be featured on WTC’s social media, SEMA eNews and future WTC member updates.

By Ashley Reyes

DEFCO Trucks has been named the SEMA Truck & Off-Road Alliance’s (TORA) newest member spotlight company. In SEMA’s Q&A with company partner Seth Gortenburg, he shares DEFCO Truck’s breakthrough moment and what projects the company is working on in 2021.  

SEMA: Tell us the story of your company. How did your company start?

Seth Gortenburg: We started our company recently after purchasing the assets of DEFCO Trucks.

SEMA: What was your company’s breakthrough moment?

SG: Our company’s breakthrough moment was finishing our first two conversions and gauging the reaction from potential customers.

SEMA: Tell us about your business now in 2021 and what are some projects you are working on?

SG: We just completed a ’21 F-250 and ’21 F-450.

SEMA: Tell us about a product that you are proud of.

SG: Our trucks run 43-in. tires with very modest lifts by replacing fenders and quarters.

SEMA: What advice do you have for young professionals contemplating a career in the automotive aftermarket?

SG: The aftermarket is strong. Build what you love.

Fill out an TORA-member spotlight form to highlight how your company is contributing to the truck and off-road specialty-equipment industry. Selected candidates are eligible to be featured on TORA’s social media, SEMA eNews and future TORA member updates.

By Ashley Reyes

The priority registration deadline for media attending the 2022 MPMC Media Trade Conference is December 15. The annual event is being held entirely online January 25–27, 2022, and caters to reporters, journalists, freelancers and those seeking one-on-one interviews with motorsports manufacturers. The 2021 event was held entirely online and was so overwhelmingly successful that members voted to host the 2022 entirely online again.

By signing up now, media will receive first priority to select the exhibitors they would like to meet with and will receive the best possible schedule. This is the ideal event for journalists to hear from key company spokespersons, see new products in action and get detailed information specific to their audience’s interests that may be dispersed throughout the whole year.

Learn more and sign up at www.sema.org/mtc or contact pr@sema.org.

 The SEMA Data Excellence designation recognizes the companies that have worked with SEMA Data to recreate and relaunch industry-leading product data sets. Here are products from current SEMA Data members that have achieved data excellence.

Whiteline Sway Bar

Whiteline is now offering suspension products for EVs. Enhance the handling of your Tesla Model 3 with part number BTF101Z, our 30mm solid front sway bar featuring three points of adjustment and synthetic elastomer bushings for improved response. Sway bars are designed to reduce body roll during cornering, which enhances driver confidence behind the wheel. Less body roll means lateral loads are spread more evenly across the tire surface to increase overall grip. Upgrading to adjustable sway bars will also allow finer tuning of the chassis balance, which can be used to eliminate pesky understeer. Pair with our 20mm rear sway bar, PN: BTR101Z, for the ultimate combination in handling performance.

PN: BTF101Z
www.whiteline.com.au

CTEK’s CS FREE

CTEK’s CS FREE is the world’s first multi-functional portable battery charger and smart maintainer with Adaptive Boost technology. The award-winning CS FREE is four cutting-edge products in one portable unit: Adaptive Boost safe start, battery charger, smart maintainer and hi-tech power bank. Adaptive Boost technology analyzes a battery to give it the correct power it needs to safely and quickly charge your battery within 15 minutes while protecting sensitive vehicle tech. That’s not all the CS FREE will do. The CS FREE keeps your tech up and running wherever you are. Charge phones, laptops, cameras and more. CTEK offers convenient accessories to enable charging via solar panel or a 12V service battery.  

PN: 40-462
www.smartercharger.com

 DU-HA Tote Portable Storage

The wheeled DU-HA Tote is a portable, all-purpose storage device that rolls into the back of your SUV, pickup, van or trailers allowing you to quickly and easily take your organized gear along. The versatile Tote includes organizers/dividers/gun racks and two utility trays (with dividers) giving you a multitude of storage options. The Tote holds four shotguns or scoped rifles which sit upright on the gun racks. Three latches can all lock with standard padlocks and the lid seals to help keep moisture out even when subjected to the elements. The Tote was designed to slide into the back of your SUV, van or pickup and fits three abreast in many vehicles for the ultimate in organized transport.

PN: 70103
www.du-ha.com

 JMS Traction MAX

TractionMAX is designed to work with high-horsepowered vehicles. Adjust to enhance traction and performance. Simple and quick install, the unit plugs in-line between your vehicle’s pedal position sensor and vehicle harness. Use the included dual-dial to adjust pedal (throttle) and time (traction) response making performance adjustable on-the-fly! Beneficial dual-dial save featured is great for new drivers, adjust to reduce the ability to over-power the tires. All units are waterproof, backed by a lifetime warranty, designed and assembled in the USA.

www.jmschip.com

JRi Shocks Acquired by Arnott

Arnott, the provider of air suspension products for passenger vehicles, has announced the acquisition of JRi Shocks based in Mooresville, North Carolina. JRi Shocks will continue to serve its existing markets and customers, “but will now be better positioned to grow those markets even further while also expanding into new ones,” according to Arnott. Customers should see no change in the day-to-day operations of the business. JRi Shocks was founded in 2007 by Jeff Ryan. Ryan, JRi Shocks Vice President of Operations Det Cullum, and JRi President and CEO Ray Evernham were all partners at the time of the acquisition. Ryan will stay on to continue managing all engineering activities for the company, while Cullum and Evernham will remain involved with the company in advisory roles.

RaceQuip Super Store Debuts in Mooresville

RaceQuip and Carolina Racing Supply have partnered to bring the all-new RaceQuip Super Store concept to the Carolinas. CRS has devoted a large portion of its retail showroom to showcase the safety equipment that the RaceQuip brand has to offer. The company has backed it up by filling its warehouse with a large inventory of the complete line of safety gear and accessories.

OEM Wheel Text May be Worth $,1000 Plus $1,000 to Charity

1-800EveryRim OEM Wheels, in celebration of 500,000 RimText messages, will award $1,000 to the winner of its contest and will also donate an additional $1,000 to charity in the winner’s name. Available charities are Wounded Warrior Project, St. Jude Children's Research Hospital and the American Cancer Society. The company’s RimText system, 951-RimText (951-746-8398) must be utilized to enter. Text “Contest” to 951-746-8398. After registration, subsequent messages must be legitimate inquiries into the buying or selling of factory original alloy or steel wheels. After registering, every message is a chance to win. The contest closes February 27. Management approval is required. For all contest rules, visit 1800everyrim.com/rimtext-contest.

VP Racing Fuels Announces Licensing Agreement With The Fan-Brand

VP Racing Fuels Inc. has announced the signing of a licensing agreement with The Fan-Brand. VP Racing Fuels has licensed its brand names and logos to The Fan-Brand’s extensive line of home décor products. Bringing VP Racing Fuels décor products to market hits close to home for Harrison Grimm, founder and CEO of The Fan-Brand. Grimm has always been drawn to the car culture, from collecting die-cast cars and building model kits at an early age to the racing stripes down his daily driver musclecar. The licensing agreement was brokered by Pacific Swell Brands—VP Racing Fuel’s exclusive licensing agency.

American Pacific Group Completes Acquisition of Fellers

American Pacific Group (APG), a San Francisco Bay Area-based private equity firm, has announced that it has acquired Fellers Inc., a distributor of vinyl wrap supplies. Fellers, a Tulsa-based company, distributes vinyl wrap films and wrap supplies to sign and graphics shops and automotive wrap installers. Founded in 1986, Fellers has supplied the sign and graphics community with a broad range of products to meet its end-customers’ diverse needs. Over the past 30 years, Fellers has expanded to 58 locations across the United States and developed a reputation of stocking top brands and delivering to its 40,000+ customer base. Over the last decade, Fellers has emerged a leader in supplying the growing automotive color-change wrap segment.

SEMA WTC, TIA President, Outgoing TIA CEO, to Headline California Tire Dealer Luncheon

The California Tire Dealers Association (CTDA) will hold the CTDA/1-800EveryRim New Year Luncheon at Geezers in Santa Fe Springs, California, January 20. Wheel and Tire Council (WTC) Select Committee member Steve Swanson, National Sales Manager of The Carlstar Group; Tire Industry Association (TIA) President Mason Hess, Purcell Tire; and outgoing TIA CEO Roy Littlefield will headline the event. Chris Barry of The Independent Tire Dealer Group (ITDG) will serve as emcee.

“We are social networking the old-fashioned way, and now with the tops of our industry,” said CTDA President Billy Eordekian.

The event is open to the tire and wheel industry and is free to tire and wheel retailers, as well as CTDA members. CTDA urges early RSVPs as an overflow crowd is likely. Sponsorships for the event are still being accepted, as well as door prizes and table favors.

Current event sponsors include:

• Diamond – Federated Insurance
• Gold - Yokohama, Advance Professional, Turbo Wholesale Tire, Snap Finance
• Silver - Myers Tire Supply
• Host – 1-800EveryRim OEM Wheels

Although no local Coronavirus related restrictions are currently in place, CTDA is monitoring the situation closely.

Wilwood Engineering Adds Geoff Buxton

After more than two decades of work with IndyCar, World of Outlaws and USAC race teams, Geoff Buxton has joined Wilwood Engineering’s team of field sales and support representatives. The team of experts spends weekends at tracks around the country for trackside brake system support. Originally from Australia, Buxton had become a full-time resident of the United States following a stint with an Australian sprint car team. In the United States, he became a member of Randy Hannagan’s World of Outlaws crew until later working on IndyCar and Champ Car World Series teams. His resume also includes time with the Andretti and A.J. Foyt racing teams, as well as Indy Lights, Global Rallycross, Sprint, Midget and other motorsports disciplines.

PerTronix Performance Brands Names New Investment Partner

PerTronix Performance Brands has announced a new investment partner, Charger Investment Partners private equity firm based in El Segundo, California. The announcement follows PerTronix’s acquisition of Aeromotive and Taylor Cables.

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.

Oracle Lighting has been awarded the 2021 Young Executives Network (YEN) Vanguard Award during the recent 2021 SEMA Show, held in Las Vegas. The YEN Vanguard Award is presented to an individual, business, organization or sanctioning body that has had a positive effect on the careers of young executives within the automotive industry.

Oracle Lighting was awarded the 2021 Young Executives Network (YEN) Vanguard Award during the 2021 SEMA Show.

“It is an honor to be recognized by YEN for the Vanguard Award,” said Tiffanie Hartenstein, Oracle Lighting CEO. “Our culture at Oracle Lighting fosters the idea of volunteering within our community and our industry. We encourage our team to join any one of SEMA’s committees, which is an easy way to be a part of the industry.”

Each YEN Vanguard Award candidate has to meet the following criteria: must be a current or past member of SEMA (no age requirement) and must have demonstrated exceptional service, integrity and business ethics. The Vanguard Award is presented to a person, company or sanctioning body that has influenced the professional growth and/or cultivation of talent for young executives through its actions, mentoring, visions and/or contributions for the past, present and future.

Oracle Lighting also won SEMA’s 2021 Manufacturer of the Year award during the 2021 SEMA Show.

In 2021, Oracle Lighting was also ranked as the third fastest-growing company in the entire metro New Orleans area, with a three-year growth rate of 56%, according to New Orleans CityBusiness magazine.

Dear SEMA Member:

A strong SEMA Board means wise leadership and an association that serves its members well. As a member of the Association, we are currently seeking your recommendation for industry leaders to serve on the SEMA Board of Directors.

The following seats are open for this year’s election:

• Manufacturers (3 open seats)
• Manufacturers Rep (1 open seat)

Please take a moment and tell us whom you would recommend as a potential nominee for a board member position by completing and submitting a nomination form. To help the vetting process, please include brief information about the nominee’s qualifications, such as background, experience and achievements that would make that nominee an outstanding board candidate.

Nominations for the SEMA Board of Directors are due on Wednesday, January 5, 2022. Please complete and submit the nomination form.

We urge you to take part in the nominations process—our industry has many individuals who would be an asset to the Board, but we need you to help bring them to the attention of the Nominating Committee.

Thank you for your attention to this important request.

Sincerely,

Chris Kersting, CAE
SEMA President & CEO

  In partnership with Toyota, the SEMA Garage in Diamond Bar, California, has announced a Measuring Session, powered by the SEMA Professional Restylers Organization (PRO), for the ’22 Toyota GR86, December 13–15.

The SEMA Garage will host a Measuring Session featuring the ’22 Toyota GR86.

The event will allow SEMA members to have a close-up experience with this newly designed vehicle. This event will feature the GR86 and GR86 Premium composed of the following:

• 2.4L 4-Cylinder Boxer Engine
• Rear-Wheel Drive (RWD) Drivetrain
• Six-speed Manual Transmission
• Automatic Transmission
• Active Safety Suite (on Auto Transmission options)
• Pre-Collision Braking System
• Pre-Collision Throttle Management
• Adaptive Cruise Control (ACC) with Lead Vehicle Start Alert
• Lane-Departure Warning with Sway Warning
• Automatic High Beams
• Parking Assist (on Premium models)
• Reverse Automatic Braking (on Premium models)

Please note that 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 and subject to approval by availability.

Toyota technicians will be on-site to provide disassembly of selective components.

*All registered attendees will be required to an initial temperature check, wear face coverings and gloves, as well as practice social distancing during their appointment.

Register now.

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

• Access Cover
• Alpha Owls
• BedRug
• CARR
• DiabloSport
• Edelbrock
• FST Performance
• GForce Performance Products
• H&R Springs
• Injen

SEMA eNews highlights new products from industry companies when available. To have your product considered for upcoming issues, send product press releases to editors@sema.org.

Optronics International
LED Marker/Clearance/Scene Lights

Optronics International introduced its new MCL16MRHAHB and MCL16MAHAHB LED Marker/Clearance/Scene Lights. The newest members of Optronics’ MCL16 series family of lights, the unique 1 and 1/4-inch, seven-diode, PC-rated lamps enable vehicles to meet clearance and all marker lighting regulations, but give users an extra lighting bonus. The new clear lens lamps are able to turn white when a truck or trailer is stationary, creating a bright halo of light around the vehicle perimeter.

Whether it’s a last mile delivery vehicle, a work truck, or a parked semi-trailer, when humans perform duties around them, they need adequate lighting. The new MCL16MRHAHB and MCL16MAHAHB LED Marker/Clearance/Scene Lights can create a safer and more productive environment for workers.

Both seven-diode MCL16MRHAHB and MCL16MAHAHB lights are hard wired and include separate grounding wires and both feature a pliable EPDM grommet. The lamps require only a single 1.4-inch diameter mounting hole.

www.optronicsinc.com
PN: MCL16MRHAHB and MCL16MAHAHB

Improved Racing
Flow Series Extreme (FSX) Inline Fluid Thermostat

Improved Racing's new FSX series thermostats are designed to control fluid temperatures in high-flow applications such as diesel engines found in semi-trucks and military vehicles.

This thermostat is based on the design Improved Racing originally developed for an amphibious assault vehicle for the US military. Recommended for flow rates of up to 33 GPM with lubricants and up to 50 GPM with less viscous fluids.

www.improvedracing.com/flow-series-extreme-16an-engine-oil-cooler-thermostat.html

Ingersoll Rand
2146Q1MAX ¾" Impact Wrench

Ingersoll Rand introduced the Ingersoll Rand® 2146Q1MAX ¾" Impact Wrench, the first pneumatic impact wrench with an innovative air gauge that indicates whether it is operating at, below or above the tool's maximum rated air pressure of 90 psi.

The new onboard air pressure gauge is situated on the back of the 2146Q1MAX and monitors the air pressure ranging from 60 psi to 120 psi. When the gauge indicates the tool is operating in the green range, it's receiving the maximum rated air pressure of 90 psi. If the gauge is in the yellow range, the air pressure is low, and if it's in the red range, it's operating over the rated maximum air pressure of the tool.

The industrial grade 2146Q1MAX ¾" Impact Wrench is the most powerful ¾" impact wrench in its class. Also available with a 1" drive (2146Q2MAX), both tools deliver up to 2,000 foot-pounds of nut busting torque. With its quiet, six-vane, efficient motor, the tool removes stubborn bolts reliably.

The ergonomic design is also a hallmark of the Ingersoll Rand 2146Q1MAX, featuring improved handle-positioning, balance, triggers and buttons. The tool features a feather touch trigger and a forward reverse mechanism that technicians can operate with one hand.

www.ingersollrand.com