SEMA Member News—July 2019

Rolling Along With Technology

Entrance to Lower South Hall during the 2018 SEMA Show.

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

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

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

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

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

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

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

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

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

Addressing Educational Needs

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

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

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

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

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

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

SEMA Member News—July 2019

Heralding a New Era

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

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

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

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

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

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

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

Evolving With the Times

Jeep enthusiasts go off-road in Moab, Utah.

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

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

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

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

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

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

SEMA Member News—July 2019

Heralding a New Era

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

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

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

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

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

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

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

Evolving With the Times

Jeep enthusiasts go off-road in Moab, Utah.

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

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

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

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

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

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

SEMA Member News—July 2019

Heralding a New Era

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

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

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

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

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

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

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

Evolving With the Times

Jeep enthusiasts go off-road in Moab, Utah.

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

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

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

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

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

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

SEMA Member News—July 2019

Tools to Help Grow Your Business

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

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

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

What’s in It for You?

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

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

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

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

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

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

PRO Tools at Work

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

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

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

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

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

SEMA Member News—July 2019

Tools to Help Grow Your Business

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

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

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

What’s in It for You?

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

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

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

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

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

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

PRO Tools at Work

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

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

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

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

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

SEMA Member News—July 2019

Rob Fisher Takes the Helm and Charts a Forward Path

Rob Fisher from will be taking over as Chair of MPMC, two years earlier in his current position.

In today’s ever-evolving market, it’s critical that SEMA members have a chance to weigh in on issues that influence and impact the specialty-equipment market, and one of the most effective ways to have a voice is through participation in a SEMA council. For companies engaged in the motorsports segment, the Motorsports Parts Manufacturers Council (MPMC) provides that opportunity, but the success of any SEMA council or network is reliant on volunteers—industry pros who raise their hands and express their willingness to become actively involved. That description neatly fits Rob Fisher.

A graduate of Carnegie Mellon University, Fisher holds a degree in professional writing and graphics as well as in business administration. A career media pro with a passion for motorsports, he previously held key positions with Source Interlink Media/The Enthusiast Network, during which time he regularly attended the MPMC Media Trade Conference.

That, in turn, sparked a desire to become involved in MPMC. As a media guy, Fisher didn’t meet the criteria as a manufacturer of performance parts used in sanctioned racing applications, but that changed when he joined E3 Spark Plugs as vice president of motorsports and marketing.

In 2016, Fisher tossed his hat into the ring and was elected to the council’s select committee. Reelected last year and chosen to serve as the chair-elect, Fisher recently leapfrogged over the traditional council leadership progression to jump into the chairmanship with both feet.

SEMA Member News recently caught up with Fisher to gain insights into his thoughts on volunteering and his goals and aspirations for MPMC and the motorsports industry.

SEMA Member News: Tell us how you became involved in MPMC and vaulted into the role of council chair.

Rob Fisher: I had always gone to the media conference as a media guy. I was familiar with the council because of that conference. I thought that I’d love to be part of MPMC if there were ever a time that I wasn’t working for the media. Lo and behold, I was eligible to run for the select committee when E3 Spark Plugs decided to build a racing division.

When I went through the election process, I thought I would do a term on the select committee and then run for chair-elect. When I won a second term, I ran for chair-elect. I was supposed to be the chair-elect for two years beginning in July. But with our (incoming) chair leaving to meet work obligations, there was a hole. So I raised my hand and stepped up. It wasn’t “Oh, no, I need more time.” My mentality is that if we’re going to do something, just do it.

SMN: You’ve been in the unique position of attending the trade conference as a media representative and as a participating manufacturer. What are your thoughts regarding the conference?

RF: When I was media, the conference was always one of my favorite events because I could get a year’s worth of stories in just a few days. Sitting on the other side, to get a year’s worth of editorial out of those meetings with the media is so valuable for the companies that are there. But we’re also looking at what we’ve already established as a foundation and building upon that. We did a push this year to encourage more media to come to the conference. There were 22 new media, all from the digital realm.

The opportunity for MPMC members lies in tapping into that group of people. With the consolidation in the print industry, we have to continue to morph the conference into something that will continue to be valuable not just currently but also five years down the road.

SMN: MPMC offers its members other resources. What can you tell us about those initiatives?

RF: Speaking from the outside looking in, people who weren’t involved in the council tended to identify MPMC as the trade conference. They didn’t realize that MPMC is more than that.

The first thing we did was put together this great “MPMC Business Guidelines Manual,” and it has helped a lot members. But we recognized that the industry is made up of small businesses that don’t typically have a ton of resources. When we updated the manual, we released it last year to everybody—any SEMA manufacturer—and we’ve gotten a lot of great feedback.

We continue to look at how we can help the membership. We’ve started doing seminars at the PRI Trade Show, and we’re planning an event for this year. We’re also looking at a PRI membership drive because we can build different programs through new membership.

SMN: SEMA held a council leadership retreat earlier this year. What was your impression and was it helpful in preparing for your new role?

RF: I thought it was super valuable—very conducive to collaborative meetings and conversations with people you don’t normally interact with. Any time you get into collaborative work environments and strategic brainstorming, seeing what different councils are doing and what your council could be doing is very valuable.

In our council’s case, we’re all executive level, so you have a certain methodology as to how you manage people and projects. The biggest learning experience for me was seeing firsthand how you interact with SEMA as an organization. It’s a different relationship from the organizational hierarchy structure that you find in a for-profit company.

SMN: Looking down the road, what do you see lying ahead for MPMC?

RF: Changes are coming to our industry, both governmentally and from the OEMs. More technically advanced powertrains, hybrid solutions and driverless cars will significantly impact our industry and our businesses. So making sure that MPMC is strong, relevant and a forward-thinking council now and in the future is my big focus.

As chairman, I’ll continue to build on the great work that’s been done. We have a very strong select committee, with some old members and some new members. You’ll see a lot of good things come out of MPMC in the next four to six years. I’m excited.

SEMA Member News—July 2019

Rob Fisher Takes the Helm and Charts a Forward Path

Rob Fisher from will be taking over as Chair of MPMC, two years earlier in his current position.

In today’s ever-evolving market, it’s critical that SEMA members have a chance to weigh in on issues that influence and impact the specialty-equipment market, and one of the most effective ways to have a voice is through participation in a SEMA council. For companies engaged in the motorsports segment, the Motorsports Parts Manufacturers Council (MPMC) provides that opportunity, but the success of any SEMA council or network is reliant on volunteers—industry pros who raise their hands and express their willingness to become actively involved. That description neatly fits Rob Fisher.

A graduate of Carnegie Mellon University, Fisher holds a degree in professional writing and graphics as well as in business administration. A career media pro with a passion for motorsports, he previously held key positions with Source Interlink Media/The Enthusiast Network, during which time he regularly attended the MPMC Media Trade Conference.

That, in turn, sparked a desire to become involved in MPMC. As a media guy, Fisher didn’t meet the criteria as a manufacturer of performance parts used in sanctioned racing applications, but that changed when he joined E3 Spark Plugs as vice president of motorsports and marketing.

In 2016, Fisher tossed his hat into the ring and was elected to the council’s select committee. Reelected last year and chosen to serve as the chair-elect, Fisher recently leapfrogged over the traditional council leadership progression to jump into the chairmanship with both feet.

SEMA Member News recently caught up with Fisher to gain insights into his thoughts on volunteering and his goals and aspirations for MPMC and the motorsports industry.

SEMA Member News: Tell us how you became involved in MPMC and vaulted into the role of council chair.

Rob Fisher: I had always gone to the media conference as a media guy. I was familiar with the council because of that conference. I thought that I’d love to be part of MPMC if there were ever a time that I wasn’t working for the media. Lo and behold, I was eligible to run for the select committee when E3 Spark Plugs decided to build a racing division.

When I went through the election process, I thought I would do a term on the select committee and then run for chair-elect. When I won a second term, I ran for chair-elect. I was supposed to be the chair-elect for two years beginning in July. But with our (incoming) chair leaving to meet work obligations, there was a hole. So I raised my hand and stepped up. It wasn’t “Oh, no, I need more time.” My mentality is that if we’re going to do something, just do it.

SMN: You’ve been in the unique position of attending the trade conference as a media representative and as a participating manufacturer. What are your thoughts regarding the conference?

RF: When I was media, the conference was always one of my favorite events because I could get a year’s worth of stories in just a few days. Sitting on the other side, to get a year’s worth of editorial out of those meetings with the media is so valuable for the companies that are there. But we’re also looking at what we’ve already established as a foundation and building upon that. We did a push this year to encourage more media to come to the conference. There were 22 new media, all from the digital realm.

The opportunity for MPMC members lies in tapping into that group of people. With the consolidation in the print industry, we have to continue to morph the conference into something that will continue to be valuable not just currently but also five years down the road.

SMN: MPMC offers its members other resources. What can you tell us about those initiatives?

RF: Speaking from the outside looking in, people who weren’t involved in the council tended to identify MPMC as the trade conference. They didn’t realize that MPMC is more than that.

The first thing we did was put together this great “MPMC Business Guidelines Manual,” and it has helped a lot members. But we recognized that the industry is made up of small businesses that don’t typically have a ton of resources. When we updated the manual, we released it last year to everybody—any SEMA manufacturer—and we’ve gotten a lot of great feedback.

We continue to look at how we can help the membership. We’ve started doing seminars at the PRI Trade Show, and we’re planning an event for this year. We’re also looking at a PRI membership drive because we can build different programs through new membership.

SMN: SEMA held a council leadership retreat earlier this year. What was your impression and was it helpful in preparing for your new role?

RF: I thought it was super valuable—very conducive to collaborative meetings and conversations with people you don’t normally interact with. Any time you get into collaborative work environments and strategic brainstorming, seeing what different councils are doing and what your council could be doing is very valuable.

In our council’s case, we’re all executive level, so you have a certain methodology as to how you manage people and projects. The biggest learning experience for me was seeing firsthand how you interact with SEMA as an organization. It’s a different relationship from the organizational hierarchy structure that you find in a for-profit company.

SMN: Looking down the road, what do you see lying ahead for MPMC?

RF: Changes are coming to our industry, both governmentally and from the OEMs. More technically advanced powertrains, hybrid solutions and driverless cars will significantly impact our industry and our businesses. So making sure that MPMC is strong, relevant and a forward-thinking council now and in the future is my big focus.

As chairman, I’ll continue to build on the great work that’s been done. We have a very strong select committee, with some old members and some new members. You’ll see a lot of good things come out of MPMC in the next four to six years. I’m excited.

SEMA News—July 2019

NEW PRODUCTS

By Mike Imlay

Powersports Parts and Accessories

2018 SEMA Show New Product Offerings for Motorcycles, UTVs and More

Traditionally dominated by motorcycles, the powersports segment is expanding dynamically, thanks to the explosive popularity of side-by-sides, aka utility task vehicles (UTVs). The latter have brought off-roading enjoyment to a mostly family-oriented audience that eyes modifications focused on utility, performance and safety. But whatever the vehicle of choice, there were 416 powersports-related items showcased at the 2018 SEMA Show to cover them all. They ran the gamut from engine performance and suspension enhancements to batteries, towing and recovery gear, and appearance accessories. Given that the powersports category has tremendous crossover to other Show segments, such as mobile electronics (think sound systems and lighting) and trucks, SUVs and off-roading, the following pages represent a glimpse into the many opportunities available for growing your business.

AAC Junk Trunk Spare Tire Carrier This new spare tire Junk Trunk is a storage box that installs on the back of a spare tire being carried on the rear of a vehicle. It has a large capacity and a full-folding front door that makes into a work surface when open. It allows locking storage of items and  has reconfigurable shelves inside. It is constructed of aluminum to save weight. 951-339-1460 www.aacbrands.com PN: 25000
AAC Rubicon Slider Step The JK Slider Step is a unique add-on step intended to mount directly to the Jeep JK Rubicon factory rock slider. Instead of having to replace a factory slider to get a step, this one installs in minutes directly onto the OEM slider and provides a useful step for entry to or exit from the Jeep. It can be just as quickly removed for off-road adventures. 951-339-1460 www.aacbrands.com PN: 15000
AAC Trigger 6 Shooter Jeep JL Edition The Trigger 6 Shooter JL Edition is an electronic controller for accessories on Jeep JLs. It replaces conventional wiring harnesses with a central computer that is controlled via RF and Bluetooth and has a hardwired option. It saves time and money and dramatically simplifies installation of 12–24-volt accessories by making the switches wireless. 951-339-1460 www.triggercontroller.com PN: 3001JL
AAC Trigger 4 Plus Trigger 4 Plus is an electronic controller for accessories on vehicles. It replaces conventional wiring harnesses with a central computer that is controlled via RF and Bluetooth and has a hardwired option. It saves time and money and dramatically simplifies installation of 12–24-volt accessories by making the switches wireless. 951-339-1460 www.triggercontroller.com PN: 2100
Advertising Edge Inc. Euro-Fit Sublimated Crew Apparel New Euro slimmer-cut crew apparel that is 100% custom designed, sublimated, and manufactured in the U.S.A. Six-piece minimum. 619-997-9778 www.prosubusa.com PN: EURO MB 01
GSP XTV Axles Revolution Axle New Revolution high-performance CV axle. Leading-edge technology in a hollow-tube design. A complete driveline solution. Reduces unsprung weight while maintaining super-high strength. The ability to apply the necessary amount of twist and the reduction in harmonics help stabilize the joint, which enhances performance and durability. 864-578-6900 www.gspxtv.com PN: 5402034
Moon Buggy LLC Moon Buggy A redesigned, safer dune buggy. Even if the user is 6 ft. 4 in., they will fit easily. Built for the entry-level buyer. EPA- and CARB-approved 200cc air-cooled engine. Rollbar made of 1-in. steel tubing. Maximum speed of 40 mph. Has off-road tires. Great on dirt, off-road and in quiet neighborhoods. 760-612-5022
Moon Buggy LLC Sparky Sparky leads a new generation of safer ATVs. Its lower center of gravity results in fewer turnovers and accidents. It is ideal for the entry-level buyer and kids from eight to 80. Maximum speed is 30 mph; 4hp air-cooled engine and 6-in. aluminum wheels with 12-in. tires. 760-612-5022
SuperATV GDP 8-in. Portals SuperATV introduces what it calls the UTV industry’s tallest portal gear lift. These lifts provide an unmatched 8 in. of lift while allowing up to 40-in. tires on a stock frame. Increased gear reduction of 45% puts the torque where it matters—meaning power to the ground and less stress on vital parts of the drivetrain. 855-743-3427 www.superatv.com PN: PGH8-1-33-303-P
Xprite Diamond Grille Can Am Mounts securely using OEM mounting locations. Replaces plastic OEM grille and developed with durability and style in mind. Does not restrict air flow to vital operational components. Cutting-edge, unique, 3-D oval optic system for optimal 45-degree hyper-beam projection. Also features a fascinating ambient backlight. 626-899-4398 www.xpriteusa.com PN: CS-8SWITCH-G1
Xprite LZ-Series Chase Bars Block numbers one and seven are running and stop lights. Block numbers two and six are strobe lights. Blocks three, four and five are solid or reverse-light running and stop lights, reverse light and amber strobe functions. 626-899-4398 www.xpriteusa.com PN: UTV-RSL-G6-RYWYR
Xprite Diamond Grille Cutting-edge, unique, 3-D oval optic system for optimal 45-degree hyper-beam projection. Also features a fascinating ambient backlight to stand out from the crowd with its amber effect. 626-899-4398 www.xpriteusa.com PN: UTV-PG-G2-C6A
Xprite Rouge Series Eight Switch Xprite says that its eight-switch control system is the perfect accessory to centralize accessories, simplifying the installation process. Made with a rugged, brushed-aluminum body, it exhibits a brilliant blue backlight display and a real-time digital voltmeter. Also features on/off buttons with the ability to switch to strobe. 626-899-4398 www.xpriteusa.com PN: CS-8SWITCH-G2

SEMA News—July 2019

NEW PRODUCTS

By Mike Imlay

Powersports Parts and Accessories

2018 SEMA Show New Product Offerings for Motorcycles, UTVs and More

Traditionally dominated by motorcycles, the powersports segment is expanding dynamically, thanks to the explosive popularity of side-by-sides, aka utility task vehicles (UTVs). The latter have brought off-roading enjoyment to a mostly family-oriented audience that eyes modifications focused on utility, performance and safety. But whatever the vehicle of choice, there were 416 powersports-related items showcased at the 2018 SEMA Show to cover them all. They ran the gamut from engine performance and suspension enhancements to batteries, towing and recovery gear, and appearance accessories. Given that the powersports category has tremendous crossover to other Show segments, such as mobile electronics (think sound systems and lighting) and trucks, SUVs and off-roading, the following pages represent a glimpse into the many opportunities available for growing your business.

AAC Junk Trunk Spare Tire Carrier This new spare tire Junk Trunk is a storage box that installs on the back of a spare tire being carried on the rear of a vehicle. It has a large capacity and a full-folding front door that makes into a work surface when open. It allows locking storage of items and  has reconfigurable shelves inside. It is constructed of aluminum to save weight. 951-339-1460 www.aacbrands.com PN: 25000
AAC Rubicon Slider Step The JK Slider Step is a unique add-on step intended to mount directly to the Jeep JK Rubicon factory rock slider. Instead of having to replace a factory slider to get a step, this one installs in minutes directly onto the OEM slider and provides a useful step for entry to or exit from the Jeep. It can be just as quickly removed for off-road adventures. 951-339-1460 www.aacbrands.com PN: 15000
AAC Trigger 6 Shooter Jeep JL Edition The Trigger 6 Shooter JL Edition is an electronic controller for accessories on Jeep JLs. It replaces conventional wiring harnesses with a central computer that is controlled via RF and Bluetooth and has a hardwired option. It saves time and money and dramatically simplifies installation of 12–24-volt accessories by making the switches wireless. 951-339-1460 www.triggercontroller.com PN: 3001JL
AAC Trigger 4 Plus Trigger 4 Plus is an electronic controller for accessories on vehicles. It replaces conventional wiring harnesses with a central computer that is controlled via RF and Bluetooth and has a hardwired option. It saves time and money and dramatically simplifies installation of 12–24-volt accessories by making the switches wireless. 951-339-1460 www.triggercontroller.com PN: 2100
Advertising Edge Inc. Euro-Fit Sublimated Crew Apparel New Euro slimmer-cut crew apparel that is 100% custom designed, sublimated, and manufactured in the U.S.A. Six-piece minimum. 619-997-9778 www.prosubusa.com PN: EURO MB 01
GSP XTV Axles Revolution Axle New Revolution high-performance CV axle. Leading-edge technology in a hollow-tube design. A complete driveline solution. Reduces unsprung weight while maintaining super-high strength. The ability to apply the necessary amount of twist and the reduction in harmonics help stabilize the joint, which enhances performance and durability. 864-578-6900 www.gspxtv.com PN: 5402034
Moon Buggy LLC Moon Buggy A redesigned, safer dune buggy. Even if the user is 6 ft. 4 in., they will fit easily. Built for the entry-level buyer. EPA- and CARB-approved 200cc air-cooled engine. Rollbar made of 1-in. steel tubing. Maximum speed of 40 mph. Has off-road tires. Great on dirt, off-road and in quiet neighborhoods. 760-612-5022
Moon Buggy LLC Sparky Sparky leads a new generation of safer ATVs. Its lower center of gravity results in fewer turnovers and accidents. It is ideal for the entry-level buyer and kids from eight to 80. Maximum speed is 30 mph; 4hp air-cooled engine and 6-in. aluminum wheels with 12-in. tires. 760-612-5022
SuperATV GDP 8-in. Portals SuperATV introduces what it calls the UTV industry’s tallest portal gear lift. These lifts provide an unmatched 8 in. of lift while allowing up to 40-in. tires on a stock frame. Increased gear reduction of 45% puts the torque where it matters—meaning power to the ground and less stress on vital parts of the drivetrain. 855-743-3427 www.superatv.com PN: PGH8-1-33-303-P
Xprite Diamond Grille Can Am Mounts securely using OEM mounting locations. Replaces plastic OEM grille and developed with durability and style in mind. Does not restrict air flow to vital operational components. Cutting-edge, unique, 3-D oval optic system for optimal 45-degree hyper-beam projection. Also features a fascinating ambient backlight. 626-899-4398 www.xpriteusa.com PN: CS-8SWITCH-G1
Xprite LZ-Series Chase Bars Block numbers one and seven are running and stop lights. Block numbers two and six are strobe lights. Blocks three, four and five are solid or reverse-light running and stop lights, reverse light and amber strobe functions. 626-899-4398 www.xpriteusa.com PN: UTV-RSL-G6-RYWYR
Xprite Diamond Grille Cutting-edge, unique, 3-D oval optic system for optimal 45-degree hyper-beam projection. Also features a fascinating ambient backlight to stand out from the crowd with its amber effect. 626-899-4398 www.xpriteusa.com PN: UTV-PG-G2-C6A
Xprite Rouge Series Eight Switch Xprite says that its eight-switch control system is the perfect accessory to centralize accessories, simplifying the installation process. Made with a rugged, brushed-aluminum body, it exhibits a brilliant blue backlight display and a real-time digital voltmeter. Also features on/off buttons with the ability to switch to strobe. 626-899-4398 www.xpriteusa.com PN: CS-8SWITCH-G2