SEMA News—October 2021

INDUSTRY NEWS

Fast Facts

Yokohama Tire Corp. (YTC) announced two new management changes, effective July 1. Stan Chandgie was promoted from vice president of consumer sales to executive vice president of sales and support, and Heather Adelman, director of strategic accounts, consumer sales, was named vice president of consumer replacement sales. Chandgie will report to Yokohama CEO Jeff Barna. In his new role, he will lead YTC’s consumer replacement and TBS/commercial sales groups along with Yokohama’s sales support functions. Adelman, who has been with Yokohama since 2008, will report to Chandgie.

Peter Rogers, a long-time executive in the music and entertainment industry, has been named vice president of sales for Sonoma Raceway. In his new role, Rogers will oversee all aspects of sponsorships and sales for the 1,600-acre Northern California facility, including title sponsorships, premium sales, corporate events and official speedway partnerships. Rogers holds former experience with Sony Music and Jay-Z’s Roc Nation. He will report to Speedway Motorsports Chief Sales Officer Kevin Camper.

Competition Specialties Inc. announced that Charlie Jensen is the newest team member of its purchasing department. Jensen has been in the automotive specialty-equipment industry since 1989, when he went to work as a customer service rep for Flex-a-Lite. Over the next seven years, he worked his way up in the company, achieving the ranks of production coordinator and sales manager. He has also worked in sales at K&N Engineering, R&R Marketing and IMS Marketing, which received recognition for outstanding service from SEMA in 2012.

Race Winning Brands (RWB) welcomed industry veteran Vic Wood as a regional tech support manager. Wood comes to Race Winning Brands with more than 40 years of experience in the automotive aftermarket. A native of Australia, Wood came to the United States in 2000 after a long career as a winning drag racer and oval-track competitor. At RWB, Wood will service automotive engine builders, performance shops and distributors throughout the Midwest. He will remain based out of the Kansas City area to serve the Midwest territories.

The Eastwood Company completed the acquisition of Yost Vises, a specialized provider of high-quality vises. The Yost Vises brand has a 100-year-old history as an industry-leading provider of rugged, durable and dependable work-holding tools sold at DIY price points. It offers a range of bench vises, drill press vises, woodworking vises and clamps and accessories sold via e-commerce to automotive enthusiasts, metalworkers, woodworkers and other DIYers and hobbyists.

Eleven Engineering Inc. announced that Oleksandr Antonenko joined the company’s growing research and development design team. Antonenko has a bachelor of science degree in electrical engineering from the University of Alberta.

Gold Eagle Co. announced the retirement of Robert F. (Bob) Hirsch. He joined Gold Eagle in 1957 alongside his father, company founder Armin Hirsch, and served as chairman and most recently senior vice president and director. For the past 10 years, Hirsch chaired the Automotive Aftermarket Charity Foundation to provide financial support for industry employees and their families and was active in fundraising for the American Cancer Society. He will continue to serve on the company’s board of directors.

With the untimely passing of Art Morrison Enterprises (AME) Vice President Craig Morrison, long-time AME employee Matt Jones (pictured) will take over a number of the responsibilities that he had shared with Morrison since 2019 as operations manager. Jones joined AME in 2005. He worked hand in hand with company founder Art Morrison. As the company grew, Jones ascended to the roll of lead engineer, ultimately supervising a trio of other chassis and suspension experts. Jones was the prime motivator in the development of the AME multi-link IRS.

Johnson’s Hot Rod Shop acquired the tooling, equipment and proprietary manufacturing techniques from Walker Radiator Works and will move forward as Johnson’s Radiator Works. Johnson’s Hot Rod Shop is committed to continuing the same standard of excellence set forth, as each radiator will continue using the finest-quality materials available, according to the company. The product line focus will be continuing on the legacy of Walker Radiator Works and developing into other markets for later-model car and truck applications.

Aeromotive announced the hiring of Phillip VanBuskirk as national sales manager. VanBuskirk brings 16 years of aftermarket automotive sales experience to Aeromotive, formerly working as a performance parts specialists for both ProCharger and Weld Racing. In his new role, VanBuskirk will be responsible for all Aeromotive sales functions.

Holley announced that Vinod (Vinny) Nimmagadda was appointed executive vice president of corporate development and new ventures. Nimmagadda, an experienced investment banker, will serve as a member of the executive leadership team and report directly to President and CEO Tom Tomlinson. Prior to joining the Holley team, Nimmagadda served as vice president at Jefferies Group LLC in the global automotive aftermarket team, where he played a role in many mergers and acquisitions transactions, financings and equity offerings.

Bridgestone Americas announced that Sara Correa has been appointed chief marketing officer (CMO), effective July 26. Correa succeeds Philip Dobbs, who announced that he will retire from Bridgestone in October after a transition period to onboard Correa into her new role. As CMO, Correa will be responsible for the company’s marketing “Center of Excellence” and focus on driving enhanced coordination and marketing activation for the company’s tire and solutions businesses in the United States and Canada.

Legendary Companies, led by Wade Kawasaki and his partners at Irving Place Capital, announced the acquisition of Paragon Corvette Reproductions. The Michigan-based Corvette restoration parts manufacturer and supplier enters as Legendary Companies’ third strategic acquisition since partnering with Irving Place Capital. This acquisition expands the range of products available from Legendary Companies and widens its customer base by offering high-quality restoration components for ’53–’96 Corvettes. Paragon will continue to operate with the same leadership team and staff.

Air Flow Research (AFR) was acquired by Taglich Private Equity (TPE) in a partnership with AFR’s founding family and management. The company’s 42 production and office employees based in Valencia, California, will remain with the current executive team and staff. AFR was founded in 1970 by Ken Sperling and was family-owned until the recent acquisition. Sperling’s son Rick will remain as president and a significant owner of the company.

The XLerate Group added Liquid Motors to its offerings, serving consignors and buyers both digitally and in-lane. Liquid Motors is a critical service provider to independent auctions, dealers, marketplaces and key industry participants.

SEMA Member News—October 2021

By Ellen McKoy

SBN Programs Connect and Engage

The SEMA Businesswomen’s Network (SBN) is poised to host its first in-person programs after a two-year pandemic-induced hiatus. Designed to empower industry women, SBN’s activities present opportunities for attendees to connect with like-minded colleagues and further their careers.

Women-Centric Education

To help members stay connected during the past year, SBN launched a virtual education platform and hosted nearly 20 virtual sessions. They focused on enhancing your career, providing tips on successful management and assisting C-Suite executives to be as successful as possible post-pandemic. The SBN Resource Committee is drafting its 2022 virtual education roadmap and will be ready for release at the upcoming SEMA Show. The SBN will continue to provide education through in November. The SEMA Show offers a welcome opportunity to power three interactive educational sessions.

“Women Who Build” is on tap for Tuesday, November 2, 11:15 a.m.–12:15 p.m., in room N259. The panel discussion features top women builders sharing insights into their journeys to success and what they see for the future of custom-car building.

On Wednesday, November 3, 1:00 p.m.–2:00 p.m., SBN will present “Women in Leadership” in room N258. A diverse panel of CEOs will discuss the importance of having women among a company’s leadership team, plus the unique perspectives women bring to the table and how to encourage the advancement of women in the industry.

“Women Who Rule Racing” is set for Thursday, November 4, 4:00 p.m.–5:00 p.m., room N258. The Brew Talks session will feature top names in racing—who happen to be female. The women will share inspiring conversation about the adversities they’ve faced and overcome and how they’re encouraging young women to step into the world of racing.

An Evening of Camaraderie

In years past, two SBN events—Gear-Up Girl and the SBN Reception—were held on different nights. This year, both events are set for Wednesday evening, November 3, at the Renaissance Hotel Pool, and SBN is especially excited that students attending Gear-Up Girl will be able to attend the reception as well.

Gear-Up Girl will be held from 4:30 p.m.–5:30 p.m. The women-only networking event gives up-and-coming young women a chance to meet seasoned women leaders, learn about career opportunities, and make valuable connections. The venue also serves as the backdrop for an awards ceremony.

The sixth annual SBN Reception runs from 5:30 p.m.–7:00 p.m. and is open to men and women. Complete with gourmet food and beverages, the festive event typically draws a standing-room-only crowd—including many from other SEMA councils and networks—for an evening of networking and camaraderie.

SEMA Member News—October 2021

By Ellen McKoy

ETTN Delivers Technology-Featured Education

To assist members in adapting to a rapidly changing automotive landscape, the Emerging Trends & Technology Network (ETTN) provides knowledge on evolving vehicle trends and new technologies. A key component of ETTN’s efforts is centered on distance learning, and a recent Live Chats series concentrated on related technology topics. Current sessions address aspects such as performance electrification, 3-D product development and emissions. Moving forward, ETTN is launching a new initiative.

Tech-Based Education

ETTN will expand its educational sessions from virtual Live Chat session on FaceBook to pre-recorded technical specific session ranging from topics CARB EO procedures to GD&T and more. These sessions will be approximately 20–30 min. in length, cover specific technical topics and provide ETTN members with valuable information across the aftermarket spectrum. ETTN is looking into other educational opportunities, including in-person opportunities.

Diving Into Technology

Two technology-centric sessions, powered by ETTN, are slated for the SEMA Show.

“Synthetic Fuels: Paving the Way for the Future of ICEs (internal combustion engines)” is set for Monday, November 1, 1:00 p.m.–2:00 p.m., room N259 of the Las Vegas Convention Center. Panelists will discuss the transition to zero-emissions powertrains and how some companies are investing in alternate technology while preserving internal combustion engines.

A panel comprised of OEM representatives, tuning software companies and aftermarket manufacturers will tackle “Challenges to Modifying the Modern Powertrain” on Thursday, November 4, 11:00 a.m.–12:30 p.m., room N258.

ETTN Happenings

Calling all engineers, product developers and others connected to product development: You’re invited to two events.

On Thursday, November 4, 8:00 a.m.–9:00 a.m., ETTN is hosting its first Tech ’n’ Toast in rooms N235–239. Start the day with a cup of java, a bite to eat and networking with colleagues.

The popular ETTN Lunch & Learn, to be held Thursday, November 4, 12:00 p.m.–1:30 p.m., rooms N235–239, will feature presentations followed by a panel discussion. Topics will touch on digital testing and design, 3-D printing and artificial technology, and how they relate to product development as well as utilizing SEMA Garage resources to support your company’s growth and increase productivity.

SEMA News—October 2021

INDUSTRY NEWS

SEMA Announces Benjamin Kaminsky as Detroit Operations Manager

SEMA has announced the hiring of Benjamin Kaminsky as Detroit operations manager. Earlier this year, SEMA announced the purchase of a 45,000-sq.-ft. building in Detroit to be used as a second SEMA Garage. Kaminsky will be responsible for the overall management of SEMA Garage Detroit services and facilities to assist members with new product development and integration.

“Benjamin Kaminsky will be a great addition to our SEMA Garage team,” said Mike Spagnola, vice president of SEMA’s OEM and product development programs. “He comes to SEMA with more than 20 years of experience in the automotive and automotive aftermarket industries as an engineering and project manager, having worked at both automakers and tier-one suppliers.”

Prior to joining SEMA, Kaminsky worked at General Motors as a senior design and release engineer. He oversaw the design, development, validation and release of Chevrolet Performance air intakes, exhausts and components for use in performance applications. He also worked closely with GM emissions compliance and legal groups to ensure engineering hardware development and release processes consistently delivered products that met and exceeded regulatory requirements.

The SEMA Garage Detroit facility is scheduled to be open for members in early 2022. Visit www.semagarage.com for further details.

Pep Boys Rolls Out Centennial Celebration

Pep Boys is celebrating its 100th year in business by announcing business expansion plans and investments that will solidify its position as a leading automotive service provider. Throughout the remainder of the year, a custom Pep Boys-branded bus will travel across the country to affirm the company’s commitment to the thousands of local communities it serves. Along the way, Pep Boys will mark the opening of new locations and kick off new business initiatives while celebrating the team members and customers who helped the company reach its remarkable milestone.

“Since Pep Boys was founded 100 years ago, our mission has been to make car care more accessible,” said Brian Kaner, Pep Boys CEO. “For our founders, this meant getting drivers the new auto parts they needed to repair the recently invented automobile. As we shift the Pep Boys business model to focus primarily on automotive service and tires, we’re doing just what our founders did: adapting to changes in the market and the demands and preferences of our customers. Our centennial is the perfect time to honor our heritage, celebrate our success, and jumpstart our future by hitting the road to reconnect with the team members and customers to whom we’ve made a promise for the next 100 years: ‘We go further to help you go farther.’”

Select Hotels Offer Free Parking During SEMA Show

Showgoers booking through onPeak—the SEMA Show’s housing partner—will receive guaranteed low rates on a wide range of hotel properties at locations on and off the Las Vegas Strip. onPeak offers not only discounted nightly rates for SEMA Show participants but also reduced resort fees so you can save even more on your stay.

Driving to the Show? Here is the list of hotels that offer free parking during the Show and which you can book through onPeak to secure your stay.

• Cosmopolitan of Las Vegas
• Downtown Grand Las Vegas
• Encore
• Golden Nugget Las Vegas Hotel & Casino
• OYO Hotel and Casino Las Vegas
• SAHARA
• Westin
• Wyeth

Rates start as low as $122 a night.

When making your hotel reservations through the SEMA Show Travel & Lodging page at www.SEMAShow.com, you receive the most affordable and convenient hotel options through the partnership with onPeak—the only official hotel provider for the 2021 SEMA Show. All negotiated rates provided by onPeak include resort fees and allow you to change or cancel your reservation without any financial penalties.

More information about the SEMA Show, to be held Tuesday–Friday, November 2–5, is available on www.SEMAShow.com.

Legendary Companies Announces Inaugural Legendary Charity Cruise-In Event

Wade Kawasaki and the team at Legendary Companies announced the inaugural Legendary Charity Cruise-In, an exclusive car show held in conjunction with the Chattanooga Motorcar Festival on Saturday, October 16, from 5:00 a.m.–2:00 p.m. All proceeds will go to the Fifty Plus Foundation in support of CHI Memorial Hospital and the NeuroScience Innovation Foundation to help their efforts in finding a cure for Alzheimer’s Disease.

The Cruise-In offers participants a chance to showcase their collector vehicles in a premier location at the intersection of Riverfront Parkway and M.L.K. Blvd (875 W. 9th Ave.). The event is steps away from the Pace Grand Prix at the Bend, where wheel-to-wheel action will feature historic race cars, including open-wheel cars, CanAm cars, GT cars and more. Participants will receive entry for one collector vehicle and two spectator admission tickets that provide access to Saturday of the Chattanooga Motorcar Festival, including access to the Grand Prix Paddock and Mecum Auctions.

Space is limited to 400 cars. The entry fee is a donation of $100 (donation through the Fifty Plus Foundation will support neuroscience research at CHI Memorial)—a special value to encourage enthusiasts to drive their collector vehicles and take part in the event. Register early at https://tinyurl.com/legendarycruise.

SEMA News—October 2021

REQUIRED READING

By Juan Torres

Available High-Tech Resources

Since 2013, the SEMA Garage in Diamond Bar, California, has given association members access to high-tech resources that are typically accessible only to large-scale manufacturers. Scanning services, advanced tools and equipment, and an emissions lab recognized by the California Air Resources Board (CARB) are among the resources available to help manufacturers develop parts from start to finish. In order to offer these services to new members and increase collaboration with partners in other parts of the country, SEMA purchased a building near Detroit to build a second SEMA Garage. The SEMA Garage Detroit facility is scheduled to open in early 2022. Below are some of the media outlets keeping track of all the SEMA Garage efforts.

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SEMA News—October 2021 

BUSINESS

Navigating Uncharted Territory

ADAS and the Art of Aftermarket Product Development

By Douglas McColloch

The advent of advanced driver-assistance systems (ADAS) in OE vehicle platforms presents the aftermarket with one of its greatest near-term opportunities and some of its most daunting challenges. Modifying a vehicle in virtually any way can affect the ability of ADAS to function properly, and the same holds true for collision repair and refinishing.

Regardless of the nature of the work, a vehicle’s sensors must be properly repositioned, its cameras correctly repointed and its control modules successfully reprogrammed when modifications are made, and even the smallest variation from the factory OE geometry can adversely affect a vehicle’s performance and drivability.

But for companies that can solve those problems and integrate new products with ADAS-compatible vehicles, the opportunity to expand market reach is considerable. A recent SEMA Education webinar, “ADAS Technologies: How to Navigate Product Development,” aimed to provide answers by featuring case studies from two leading aftermarket manufacturers that have successfully developed and launched products for ADAS-equipped vehicles.

Moderated by SEMA Vice President of OEM and Product Development Mike Spagnola, the webinar discussed the types of ADAS systems that can pose the most difficulties to builders and modifiers, the testing and calibration protocols that are the most efficient, and the tools and logistical support that are needed to enable successful product integration.

Compliance: Concept to Execution

The webinar commenced with a presentation from John Natoci, chief operating officer at American Expedition Vehicles (AEV), who focused on the Jeep Wrangler, one of the aftermarket’s most heavily modified vehicle platforms. AEV manufactures a plethora of parts for Wranglers, including bumpers, winches, lightbars and lights, and Natoci said that every one of them will have some impact on the factory ADAS. The key to successful product development, therefore, is to factor in ADAS requirements early in the design process, before pen is put to paper.

“We had to learn to bake this into the process early rather than after the fact,” Natoci said. “We weren’t used to having to deal with it, and our designers and engineers found out the hard way later on that we had issues. It was a paradigm change for us, to make sure that everyone was thinking ahead and not having to learn by trial and error later.”

While the Wrangler is not the most sophisticated in terms of advanced tech, Natoci said, its suite of onboard ADAS is comparable to other, more technologically advanced cars and trucks. The first step, then, is to identify a new product’s potential impacts on the Jeep’s ADAS. Among the potentially disruptive factors are increased curb height, new bumper geometry, revised wheel offset or increased tire diameter.

“Even the smallest changes can have a significant impact,” Natoci noted.

Once ADAS problem spots are identified on a bumper, for instance, designing can commence. To provide an example, Natoci spotlighted an AEV rear bumper/spare-tire carrier that necessitates relocation of the factory backup and parking sensors as well as the center high-mounted stop lamp (CHMSL). Using CAD software, AEV engineers simulate the field of view of the relocated sensors, looking for potential points of interference while calculating angles to restore sensor coverage to factory specifications.

Next comes physical testing—in this case, in accordance with Federal Motor Vehicle Safety Standard (FMVSS) No. 111. The first step involves modeling a baseline of the unmodified vehicle, which will provide the needed data to recalibrate the sensors once they’ve been relocated.

Next, a test mule is mocked up with the relocated sensors and then subjected to testing. The data gathered here can be compared to the unmodified baseline data gathered previously.

“Like a lot of companies these days, we do a lot of 3-D printing, which allows us to try out all sorts of design iterations and adjust as needed,” Natoci said. In this case, that enabled AEV to fine-tune the size and shape of the housing for the CHMSL relocation kit until the proper positioning and angularity were achieved.

Then comes actual proving-ground testing, which often involves partnering with third-party test facilities. Once compliance with the relevant FMVSS standards has been achieved, an AEV technician will plug into the vehicle using (usually) the supplied OE diagnostic software to verify that all ADAS sensors are functioning as intended with no trouble codes noted.

Other Considerations

However, modifiers tend to keep modifying, so it’s important that users also be given the necessary tools to keep their vehicles in compliance as they continue to tinker with their rides. In AEV’s case, every suspension system it makes comes with an electronic snap-on module to account for future changes in tire diameter, tire pressure, axle ratios and the like.

Moving up the vehicular pecking order, ADAS compliance poses its own unique set of challenges to more technologically complex “signature” or coach-built vehicles. Corry Davis, vice president of engineering at Saleen Automotive, noted that the ADAS systems most affected by changes to Saleen’s signature F-trucks and Mustangs are adaptive cruise control, collision avoidance, lane-keeping assist and rear parking assist.

“With the Mustang, there’s also radar as well as the cameras that have to be aligned and accounted for,” Davis said. “Vehicles equipped with collision avoidance and/or adaptive cruise control have a forward-facing radar unit that must be calibrated when installed or moved. Before calibration, you must ensure that the sensor face is perpendicular to the ground, then use the diagnostic scan tool to set the calibration for the CCM [central control module].”

That generally requires about 15 minutes of on-road testing while running the calibration procedure with the OE scan tool.

Another relatively new ADAS technology to consider is 360-degree camera view.

“As you take the rake out of the stock vehicle when you lift it or lower it, the alignment of these cameras needs to be redone,” Davis said.

A Saleen technician will connect a factory diagnostic tool to the vehicle’s CCM and follow the on-screen instructions. To verify that the alignment has been successful, the vehicle is taken to a parking lot with straight parking lines. Driving over the lines slowly while watching the infotainment screen will reveal whether the camera view is partial or “segmented” (in which case another alignment is needed) or “unsegmented” (in which case the vehicle is in compliance again).

How SEMA Can Assist

No matter the test methodology, ADAS compliance testing and verification can be costly and time-consuming. It requires ample, level shop space for target positioning, and it requires special tools that can costs tens of thousands of dollars, which may be beyond the budgetary limits of many smaller companies. There are also no industry-wide standards for nomenclature, testing or calibration, which further adds complexity and cost for smaller operations.

To better assist member companies in the manufacture and testing of ADAS-compliant products, SEMA’s new state-of-the-industry SEMA Garage facility, located in metro Detroit and scheduled to open in early 2022, will incorporate a 5,000-sq.-ft. shop space dedicated exclusively to ADAS testing.

In addition to the dedicated space, two ADAS engineers will be on staff, and two static on-site calibration centers will employ both OE and aftermarket tools and equipment. Additionally, SEMA will purchase 20 new vehicles in the coming year to use as test beds in both stock and modified (e.g., lifted or lowered) configurations. Test procedures will be both static and dynamic—the latter to be done off-site in cooperation with Detroit-area test tracks. The end goal of the program is to assist industry partners in more fully understanding ADAS, particularly on modified vehicles.

“This is all-new territory for a lot of us,” Spagnola noted. “SEMA is investing a half million dollars in tools for the Garage, and they belong to our members. We’ll have technicians on hand to answer questions, and members will be welcome to bring their modified vehicles to our Garage, and we’ll work right alongside them.”

Looking forward a few years, the emergence of artificial intelligence “auto-pilot” features will present their own sets of challenges to modifiers, Davis said.

“Camera placement and how the camera works with the engine control module is a big concern right now—specifically in terms of what we’re limited to, based on where everything needs to go,” he explained.

Still, Natoci remains optimistic.

“A few years ago, you could panic and say, ‘We’re going to get locked out of the market,’” he said of advances in onboard OE technologies. “I think the aftermarket has proven that we can move with it, and I also think the OEMs understand that. There was a time when I think that they were trying to lock folks out—intentionally or unintentionally—but I think they see the benefit of aftermarket involvement now. So it’s not going to get any easier, but I don’t see aftermarket-modified vehicles going away any time soon.”

About SEMA Garage Detroit

Three times larger than SEMA’s Diamond Bar technical facility, SEMA Garage Detroit, scheduled to open in early 2022, will be a state-of-the-art emissions testing lab and ADAS research and development center, with a staff of full-time technicians on hand to assist SEMA-member companies with product testing and development.

SEMA Garage Detroit will include new equipment such as emissions and horsepower testing for all-wheel-drive and diesel vehicles. It will also house vehicle lifts, fabrication equipment, an alignment rack, 3-D scanning tools, and engineering software. In addition to the 5,000-sq.-ft. ADAS testing facility, the Garage’s new emissions lab will be purpose-built to accommodate a 48-in., all-wheel-drive chassis dynamometer and will include equipment that meets the California Air Resources Board’s new 1066 testing requirement standards.

For further information about the SEMA Detroit Garage and its many programs and services, visit www.semagarage.com.

 

 

SEMA News—October 2021

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.

Go Fast Bits

Respons Dual-Outlet BOV/Diverter Valve

If cars suffer issues such as backfiring and stalling when using a fixed-ratio atmosphere-venting BOV, the Respons can help. By adjusting the venting bias, users can achieve a blow-off sound without having to put up with those issues. The Respons utilizes GFB’s proven TMS technology to ensure rapid boost recovery on gear shift and optimum throttle response as well as the ability to withstand boost pressures of 100 psi plus. Put simply, it can hold more boost than any turbo could produce.

Information: www.gfb.com.au

PN: T9035

WD-40

Specialist Machine and Engine Degreaser Foaming Spray

With deep foaming penetrating action and a powerful stream that sprays up to 5 ft., it quickly removes grease, oil, dirt and grime. It’s 50-state VOC-compliant and an ideal engine cleaner and industrial degreaser for use on auto and truck engines, tractors, forklifts, gears and chains, industrial machinery, farm and power equipment and other metal tools. The low-residue water-based foaming formula penetrates deep into crevices for completely clean results.

Information: www.wd40.com

PN: 300070

SuperSprings

Rear SumoSprings for ’19–’21 Ford Ranger

A patented suspension product designed to enhance load-carrying ability, stabilize sway, and improve overall driver control and ride comfort. Maintenance-free, does not leak air and does not require air lines or compressors. Manufactured in a variety of heights, diameters and densities. Also manufactured from proprietary closed micro-cellular urethane, providing a smooth and progressive spring rate with superior damping properties.

Information: www.superspringsinternational.com

PN: SSR-141-4

SEMA Data is “data central” for the specialty-equipment segment, containing millions of products and vehicle fitments from performance and accessories brands. Created by SEMA, SEMA Data is the definitive, industry-owned and -operated centralized data warehouse, complete with comprehensive online tools, and a team of dedicated data and technology experts to assist manufacturers and resellers with product data needs. Learn more at www.semadatacoop.org or scan the QR code with your smartphone camera.

SEMA News—October 2021

EVENTS

Welcome Back!

A Sneak Peek at What’s New and Exciting for the 2021 SEMA Show

By Mike Imlay

With the specialty-equipment industry eager to reconnect in person after a two-year hiatus, SEMA is on course to present what may well be its most exciting SEMA Show ever in the trade event’s 50-plus-year history. The live 2021 SEMA Show will take place November 2–5 at the newly expanded Las Vegas Convention Center (LVCC).

“We know that there’s pent-up demand for companies to gather and showcase all the new products and innovations they’ve been working on these past two years,” said SEMA Vice President of Events Tom Gattuso. “In fact, we see exhibitors across the aftermarket gearing up for the 2021 SEMA Show. Many have increased their booth spaces or otherwise enhanced their Show presence. They have exciting things in store for attendees and the media, and we can’t wait to welcome the entire industry back to Las Vegas.”

The annual SEMA Show has long been recognized as the only place in the world that brings together every segment of the automotive industry to celebrate innovation, ingenuity and passion for automobiles, but this year’s trade-only event has been especially planned to provide industry businesses with a platform and resources to support new partnerships, collaborations and growth.

“We understand how vital the SEMA Show is to thousands of businesses in the specialty-equipment industry, so our goal is to deliver them an event they can rely on,” Gattuso explained. “Along with an expanded floorplan, we’re adding exciting new features, interactive areas, easier navigation and other enhancements for an optimum Show experience focused on new products, technology and trends.”

In other words, while the 2021 SEMA Show follows in the tradition of prior Shows, expect this year’s trade event to break new ground as it welcomes the industry back to the LVCC. Here’s a sampling of some of the latest developments.

The New West Hall

You literally can’t miss this latest addition to the LVCC. Completed earlier this year, the newly constructed facility encompasses a total of 1.4 million sq. ft., allowing the SEMA Show to optimize its 2021 floorplan. Among the hall’s noteworthy architectural features is its main-entrance “Lobby Spectacular” screen, which the LVCC hails as “the largest digital experience in the U.S. convention and exhibits industry.” More importantly for Showgoers, the facility includes 600,000 sq. ft. of exhibit space—roughly the equivalent of eight NFL football fields—and 150,000 sq. ft. of meeting space. A 14,000-sq.-ft. outdoor terrace offers sweeping views of the Las Vegas Strip.

The SEMA Show plans to put the hall’s tremendous capacity to good use. Starting this year, the West Hall will house exhibitors from the Restyling & Car Care Accessories, Powersports & Utility Vehicles, and Truck, SUV & Off-Road sections. This realignment is just one element in an overall plan to enhance the Show’s entire attendee experience, connecting exhibitors with buyers and media through engaging and interactive features and activities. Another immediate benefit will be improved traffic flow, not only for the above-mentioned Show sections but also throughout this year’s SEMA trade event. Of course, the new hall will also help accommodate the Show’s continued growth beyond 2021.

The Boring Company Tunnel

With Tesla and SpaceX, Elon Musk has helped push transportation technology forward, so it seems only fitting that the 2021 SEMA Show will be among the first trade events to showcase his new Boring Company Tunnel beneath the LVCC. To be accurate, the recently completed project actually involved boring two parallel tunnels 40 ft. below the surface. Dubbed the Convention Center Loop, the tunnels feature three stations and run a 4,475-ft. distance between the South Hall and the new West Hall.

The free system utilizes a fleet of all-electric Teslas as people-movers that can whisk 4,400 attendees per hour across the 200-acre LVCC campus in just under 2 min. (On foot, the walk could easily take half an hour.) While capable of reaching 150 mph, the Loop vehicles are limited to 35 to 40 mph due to the short distance involved. For now, they’re also piloted by drivers, but the goal is to operate at full autonomy sometime down the line. Future plans also include additional tunnels connecting the LVCC with key Las Vegas infrastructure and locations.

On-Site Registration

There’s a major change in on-site registration for the 2021 Show. Main Registration is moving completely out of its former Westgate location to the LVCC’s Lower South Hall East. This places registration and check-in activities right on the Show floor, making it much more efficient.

“Although relocated, it will be the same full-service registration center that attendees are used to,” Gattuso said. “In addition, there will be two satellite stations for confirmed attendees with barcodes to pick up their official, printed badges. Those check-ins will be found in the North and West Halls.”

For even greater convenience, the SEMA Show strongly encourages preregistration online at www.SEMAShow.com/register to save time and money. (If completed before the domestic preregistration of October 8, you can even get your badge in the mail.)

New Products Showcase

The New Products Showcase is renowned for its display of cutting-edge industry innovation. So much so that it’s a favorite first stop for attendees upon entering the Show. But this year, thanks to the LVCC expansion, the Showcase is also relocating—to the upper South Hall.

“It’s also going to be an expanded area,” Gattuso said. “This Show section had outgrown its former location and needed breathing room for future growth. We expect strong participation from our exhibitors this year, and the new location gives us the ability to better showcase the thousands of new products we’ll have on display and improve the visitor
experience as well.”

In addition, the 2021 SEMA Show app will enable attendees to scan and retrieve product information directly from their mobile devices, and they can also use the app to map a quick path to the exhibitors whose products they’ve scanned. (The app is available for free from Android or Apple app stores.)

SEMA Launch Pad

Originally begun as a SEMA Young Executives Network (YEN) initiative, the SEMA Launch Pad put entrepreneurs and innovators under age 40 through a “Shark Tank”-style competition for a prize package designed to launch the winning business venture. Now a full-fledged SEMA association program, the age cap has been removed for 2021, and the field of competitors has been broadened.

“There will be more participating companies and progressive elimination rounds throughout Show Week, with filming for a television production that highlights the personalities involved while following the ins and outs of the competition,” Gattuso explained. “We believe that this is a prime opportunity to help viewers better understand our industry’s products and the innovators who produce them.”

Look for Launch Pad to have a more prominent presence in the LVCC’s Central Hall, with regular announcements and interviews at SEMA Central. The finale takes place at the annual SEMA Industry Awards Banquet on Thursday night, November 4.

SEMA Education Tracks

Featuring industry icons, celebrities and top subject-matter experts, the SEMA Show Education Program makes it easy for Showgoers to take advantage of learning opportunities and still have time to see new products and connect on the Show floor. Sessions begin on November 1, the day before the SEMA Show officially opens, and include offerings through Friday, November 5.

“Over the past year, SEMA turned to virtual education to provide members and the industry with world-class learning opportunities, and now we’re excited to build on that program again to deliver a newly expanded in-person experience at the 2021 SEMA Show,” said Gary Vigil, SEMA senior manager of professional development.

In fact, SEMA and its partners—the Society of Collision Repair Specialists, the Inter-Industry Conference on Auto Collision Repair, and the Tire Industry Association—are set to deliver their most comprehensive and relevant education programs ever, honing in on subject matter that excites passion and that the aftermarket industry cares about. This year’s topic list includes seminars on automotive electronics, aftermarket updates and future trends, digital marketing, legal and regulatory issues, small-business strategies, vehicle electrification, and emerging vehicle technologies. Especially new for 2021 is a leadership track sponsored by the world-renowned Dale Carnegie Program. There will also be a fresh batch of Brew Talks, a “Builders Talk Business” panel, and a CEO series.

The SEMA Cruise and SEMA Ignited

For years, Las Vegas crowds gathered spontaneously to watch the hundreds of feature vehicles exit the SEMA Show after the event closed on Friday. Then, in 2011, SEMA made it an official parade that now culminates at SEMA Ignited, the Show’s huge public after-party. Now the SEMA Cruise is evolving yet again.

“New for this year, the SEMA Cruise will be traveling in a similar direction to the course it took for its first seven years,” Gattuso said. “That will take the vehicles past the front of the exhibit halls to a terminus on the west end of the LVCC campus, giving us an opportunity to reinvigorate the parade and add more ample viewing areas for our industry participants and the general public.”

SEMA Ignited—which was conceived as a consumer-facing event sharing the thrills and excitement of the automotive lifestyle—will likewise relocate to a festival area west of the new West Hall.

Still in the Planning

There are many other new or updated features for the 2021 SEMA Show. While details are not yet ready for a full announcement, here are a few teasers based on information available at press time.

The Monday Night Reveal: Expect a number of added features to the Monday Night Reveal party that’s thrown exclusively for exhibitors and media the evening before Show opening. Among them, Hoonigan will celebrate the 10th anniversary of its company launch, which actually took place at the 2011 SEMA Show. (Also look for a bigger Hoonigan presence than ever in its “Burnyard” throughout Show Week in front of the South Hall.) The Monday Night Reveal has become a popular Show kickoff that is highlighted by its news-making debuts of OEM and builder vehicles.

A Tribute to Chip Foose: “Chip Foose has been at the center of vehicle builds for the better part of two decades,” Gattuso observed. “We plan a display of many of his favorite builds, along with exclusive artwork and an on-site vehicle build. It’s our way of celebrating the influence he’s had on the industry and giving him the thanks that he deserves.” A stage for special interviews and other related activities is also planned for the North Hall feature.

SCORE Baja 1000: This Show feature will present more than 40 vehicles representing all the levels of off-road racing, along with the support vehicles that are often the motorsport’s unsung heroes. SCORE racing vehicles are heavily associated with the aftermarket industry’s products, from performance parts to tools and equipment. “The racing vehicles are always exciting, but for our industry, the support vehicles are amazing too. They’re like traveling garages that make the desert racing possible,” Gattuso said. Formerly located in the Silver Lot, the SCORE Baja 1000 feature moves to the North Hall
for 2021.

The Overland Experience: “Overlanding will get an expanded footprint at the 2021 Show,” Gattuso noted. “It’s moving to the West Hall with all-new vehicles that will showcase the latest trends and products found in this market sector. We’ll also include a dedicated education area so that attendees can discover the business benefits of participating in this segment.”

SEMA Battle of the Builders: This contest has grown into arguably the industry’s most-watched building challenge. The competition spotlights builders of vehicles featured throughout the Show, winnowing the field down to a group of top 10 finalists who then choose the event’s overall winner. The competition this year also receives an expanded presence, with a special area dedicated to interviews and vehicle reveals, including cars by past contestants and winners. Showgoers will also be able to see the final 2021 judging as it progresses all day Friday.

“The opening of the new West Hall and the expansion of the LVCC has given us a broader canvas upon which to paint our Show,” Gattuso concluded. “It has really allowed us to undertake a lot of new and improved features and programs that will certainly benefit Showgoers and their businesses. We see the 2021 SEMA Show as a sort of homecoming for the industry, and we’re committed to welcoming exhibitors, attendees and media back to what promises to be our best trade event ever.”

What’s New and Exciting With Showgoers?

From every corner of the aftermarket, SEMA exhibitors are announcing their readiness to get back to a live, trade-only event and share their latest products, achievements and news with buyers and media. For many, it will be a chance to catch the industry up on two years of innovation, evolution and progress.

Among 2021 SEMA Show participants, CTEK has signed on not only as an exhibitor but also as an authorized battery charger sponsor for the Show and its 2021 SEMA Cruise. According to Bobbie DuMelle, executive vice president for CTEK North America, the Show is a perfect fit for CTEK.

“We’re a solutions-based company, and we spend a lot of the time at the Show talking to people about batteries,” she said. “Because the SEMA Show is one of the leading automotive shows on the planet, it also means that it’s the biggest market-research opportunity we have. Workshop owners, professionals and builders are all there under one roof, and they’re all there because they enjoy cars.

“I think this year’s Show will be bigger and better than ever before. People missed gathering last year, so everyone’s looking forward to reconnecting in person at the 2021 Show as a way to showcase and celebrate cars and everything SEMA has to offer.”

Meanwhile, FrontLane founder and 2020 Launch Pad winner Roland Hence voiced similar enthusiasm about the 2021 SEMA Show. He first attended the Show in 2019 and then the online SEMA360 trade event in 2020 to showcase his company’s Impulse product—a pulsating, battery-powered brake light designed to reduce rearend collisions from trailing drivers.

“I’m excited to be back in person,” he said. “SEMA360 was extremely productive for us, but nothing beats the energy of an in-person SEMA Show. By attending the 2019 SEMA Show when we first started, we gained industry connections and insights that we simply wouldn’t have been able to gain otherwise. That gave us a strong footing.”

According to Hence, business really took off after winning the Launch Pad competition the following year.

“We were approached by large distributor partners, met incredible industry experts, and connected with fellow entrepreneurs,” he said. “Our company has since gone on a hiring spree, raised more capital for growth, and quickly set new sales records.”

Hence said that his goals for the 2021 SEMA Show include furthering partnerships to scale sales of Impulse while introducing Tailbone, a similar collision-alert system designed specifically for heavy-duty trucking applications.

Health and Safety Measures

With the changed environment surrounding large-scale public gatherings, SEMA has been working closely with state, local and LVCC officials in planning the 2021 SEMA Show. As of press time, events in Nevada were trending positively. Nevada businesses returned to full capacity on June 1, 2021. Soon after, the LVCC reopened its doors to the World of Concrete trade show. That event, which drew tens of thousands of participants, was the first major convention to be held at the LVCC in 15 months and was deemed a success.

In addition, the LVCC was awarded the Global Biorisk Advisory Council STAR facility accreditation by ISSA, the world’s leading cleaning-industry association, which is considered the gold standard for safe facilities.

“We’ve closely monitored these events and have adopted the latest best practices for creating a safe Show environment, along with instituting measures of our own,” Gattuso said. “We’re in constant communication with government and health authorities as well as leading trade-industry experts for up-to-date guidance. While health and safety protocols are subject to change right up to Show week, we will remain in compliance with all the state and local requirements as we welcome our industry back to Las Vegas.”

Register and Plan Now to Attend!

If you haven’t yet registered to attend the 2021 SEMA Show, taking place Tuesday–Friday, November 2–5, now is the time to do it. Visit www.SEMAShow.com/attendee to register.

Attendees can also see who’s exhibiting through the updated floorplan at www.SEMAShow.com/floorplan.

To register for the SEMA Education tracks, go to www.SEMAShow.com/education.

SEMA News—October 2021 

EVENTS

Must-See Features at the 2021 SEMA Show

Your At-a-Glance Directory to SEMA Show Events

By Douglas McColloch

Since its inception in 1967, the annual SEMA Show has evolved to fit the times, reflecting and responding to changes in the specialty automotive industry, and the 2021 Show (November 2–5) will be no different. With an additional 600.000 sq. ft. of exhibition space this year, the 2021 Show promises to offer attendees a dazzling array of enthusiast events, builds, competitions and networking opportunities.

While the SEMA Show floor is organized by category and numbered to improve navigation, another way to simplify the Show experience is with the 2021 SEMA Show app, which contains detailed exhibitor information, interactive floor plans and daily event information—all accessible from mobile devices. The Show app also features a scanning function that allows attendees to capture product and exhibitor information from feature vehicles on display.

The app puts the entire SEMA Show and all the products in the New Products Showcase in your pocket, and it’s available as a free download from your mobile device’s native app store or by logging on to www.SEMAShow.com/app.

While all of the information contained in this article was accurate at the time this issue went to press, many new events were still being fine-tuned, so be sure to visit www.SEMAShow.com for the latest Show updates and schedules.

The New Products Showcase

• Upper South Hall, Booth #31255

A first stop for many attendees and a must-see for everyone else, the New Products Showcase provides a window into the automotive aftermarket for the coming year as hundreds of manufacturers roll out their latest innovations. In all, the 2021 New Products Showcase is expected to exhibit thousands of new and featured products in a brand-new, 30,000-sq.-ft. exhibition space in the Upper South Hall.

The New Products Showcase enables buyers to focus their efforts on the companies they need to see to keep the product pipelines active and their inventories fresh, and media attendees can get a glimpse of the latest trends to emerge from the industry’s leading influencers. Additionally, complimentary on-site scanning using the SEMA Show app enables buyers and exhibiting companies to generate leads and drive future sales.

SEMA Cruise

• Silver Drive

Vehicles from the 2021 SEMA Show begin parading out of the Convention Center at Show close—4:00 p.m. on Friday, November 8—to the delight of thousands of fans in grandstands along the route. More than 1,000 vehicles will take part in the Cruise, which proceeds toward the West Hall parking lot and SEMA Ignited, the Show’s official after-party. The festivities include live entertainment and motorsports demonstrations, and the Cruise, which is open to the public, has become one of the Show’s most anticipated events.

 

Hoonigan

• Silver Lot 3

A hit with Showgoers when it debuted at the 2018 SEMA Show, the Hoonigan gang returns for 2021 with an exhibition that transforms the Silver Lot into a faithful recreation of Hoonigan’s iconic Compton “Burnyard.” The outdoor exhibit will include celebrity influencers from the automotive realm and beyond, and the brand’s signature antics, consisting of burnouts, donuts, wall taps, massive hucks and more.

SEMA Showgoers can watch all the action on Hoonigan’s YouTube channel after the SEMA Show through an hour-long special.

SEMA Overland Experience

• West Hall, Booth #62234

Buyers at the 2021 SEMA Show will be able to see products and vehicles specifically for overlanding in the all-new SEMA Overland Experience area. This special exhibit will include dozens of customized vehicles with fully popped-out tents, sunshades outfitted for survival, and portable kitchen systems—all displayed among exhibitors supporting the growing overlanding market.

With many similarities and connections to off-roading, overlanding has strong roots in Australia, South Africa and certain parts of South America, and it has taken off in the United States during the past decade.

Ford Out Front

Silver Lot

Ford Out Front provides Show attendees with the option to ride along with professional drivers on a closed course, or to simply sit back and watch the pros put their Ford Performance vehicles through their paces. Ford Out Front is also where attendees will find a number of Ford-based projects and Show vehicles from some of the world’s best known Blue Oval builders and customizers.

SEMA Ignited

• West Hall Parking Lot

The 2021 SEMA Show culminates at SEMA Ignited, the official after-party that launches immediately after the Show ends on Friday, November 5. The event takes place in the Las Vegas Convention Center West Hall Parking Lot—just a short walk away—and is free to all credentialed Show attendees.

Introduced in 2014, the annual event is also open to the general public, giving consumers the chance to glimpse some of the vehicles and excitement from the world-famous, trade-only SEMA Show. The event is a great way for Showgoers to unwind from the week while enjoying a night of food, entertainment, drifting demonstrations and more. Gates open at 3:00 p.m., and your SEMA Show badge serves as your free ticket. For more information, visit www.SEMAignited.com.

SEMA Award Presentation

• Silver Drive, Outside the Central Hall Entrance
• Monday, November 1, 5:00 p.m.–7:00 p.m.

The annual SEMA Awards, given to the top-trending vehicle models in five categories, will be presented Monday, November 1, the day before the 2021 SEMA Show officially opens. Awards are presented to automakers for the SEMA Car of the Year, SEMA Full-Size Truck of the Year, SEMA Mid-Size Truck of the Year, SEMA 4x4/SUV of the Year and SEMA Sport Compact of the Year.

SEMA Art Walk

• Bridge Between North and West Halls

Some of the industry’s premier artists will be displaying their newest creations at the SEMA Show Art Walk. Expressed in a variety of media, the automotive art features an extensive collection of pieces to complement both home and office. You’ll find the Art Walk on the bridge between then North and West Halls.

SEMA Gear

• Various Locations

For your shopping convenience, multiple SEMA Gear stores are located throughout the Las Vegas Convention Center. Don’t forget to stop by and pick up gifts and SEMA Show memorabilia for friends and business associates back home. You’ll find T-shirts, hats, bags and more at each store. A portion of the proceeds from every sale is donated to SEMA Cares charities.

Feature Vehicle Displays

• Various Locations

The SEMA Show is renowned for the innovative parts and accessories displayed on show vehicles representing every industry niche, from cars and trucks to powersports. Much more than rolling works of art, the vehicles offer an in-person look at real-life applications of the aftermarket’s latest and most impressive products.

Located throughout the Las Vegas Convention Center, the displays connect with Showgoers as an extension to the exhibit booths of the product creators. The SEMA Show app can come in handy here, providing detailed product information about a vehicle’s build details, with lists of parts and products. This can make it easier to put interested buyers and resellers in contact with manufacturers.

SEMA Launch Pad

• Central Hall, Booth #25031

Five executive-level innovators will compete in a “Shark Tank”-like business competition for automotive entrepreneurs. Following the competition, each company will have its new products on display throughout Show Week in the Launch Pad Corral and the Featured Products Showcase. Visit the Corral to learn about the products and businesses.

SEMA Central

• Grand Lobby
• Monday, November 1–Thursday, November 4, 9:00 a.m.–5:00 p.m.; Friday, November 5, 9:00 a.m.–4:00 p.m.

With the SEMA Show fast approaching, it’s time to think about ways to maximize your experience. Of course, there are loads of new products to see, lots of vendors to meet and customized cars aplenty to spark take-home ideas to jump-start your business.

But there’s another, equally important opportunity that can help grow your business and it starts with becoming a SEMA member.

Joining SEMA is simple and straightforward. Stop by Member Central located upstairs in the Grand Lobby, outside room N251–Members Lounge North, where you’ll learn how SEMA membership can benefit your company throughout the year.

Come meet your Membership team who will be on hand during the Show to answer questions and explain member benefits as well as perks you can enjoy while at the Show.

Polaris Demo Rides

• Bronze Lot

You’ve seen this one-of-a-kind vehicle on the road, but now it’s time to get behind the wheel. Test drive the ’21 Polaris Slingshot with on-road demos at this year’s Show.