SEMA News—May 2019

RETAIL SPOTLIGHT

By Grant Walter

Maximum Elevation:

Offering the Fine Art of Off-Road Customization

Maximum Elevation Off-Road is now housed at its brand-new location in Paris, Texas.

Collin Hadley is a planner. He started Maximum Elevation Off-Road (MEO) with the goal of growing his shop into a nationally recognized brand. SEMA News caught up with Hadley as MEO was completing its move to a new, 8,000-sq.-ft. space. There, MEO will continue its mission to bring the polished customer experience of a Mercedes-Benz service department to the off-road community.

SEMA News: Tell us your story. How did Maximum Elevation become what it is today?

Collin Hadley: Off-roading was a hobby of mine. I began my career as a Mercedes-Benz technician in Dallas. My wife and I had just gotten married, and we wanted to raise our kids somewhere smaller, so we picked Paris, Texas, because it’s where I grew up. There was an off-road market there that I thought I could serve, so we packed up and moved.

SN: Who are your customers?

At 8,000 sq. ft., the MEO facility services a wide range of customers, including fleet vehicles and restyling jobs for dealerships.

CH: My customer base ranges from teenagers to doctors who want a six-figure Jeep Wrangler. When I sit down with my marketing team and we try to pinpoint where our target customer base is, we have a hard time. It is majority male, and the ages range from 16 all the way
to 60.

The best way to sum it up is that, whether it be male or female, young or old, we have the ability to adjust, communicate and relate to any form of customer. I’ve made sure that I built a team that has the ability to relate and communicate with any kind of person who’s coming in, and
I think that’s one of the reasons why we’ve been successful.

SN: Do you do any business-to-business jobs?

CH: Yes. Paris has quite a bit of what I like to call “fleet industry.” We have Campbell’s Soup, Kimberly Clark and others. A big part of this business is also being able to modify vehicles for dealerships to sell. Sometimes we have to rely on local paint and body shops to do some really custom work that we’re not able to do, or some manufacturing facilities around here to do some custom metal cutting. I’ve tried to create an atmosphere where local businesses can rely on us to help and service them, and vice versa.

The clean, comfortable lobby décor betrays a unique mindset when it comes to customer experience in off-road customization.

SN: Speaking of marketing, have social media and the web played a significant role in your business thus far?

CH: They have, and that’s one thing that I’ve struggled with in previous years, because they evolve so quickly. So I’ve brought on a company that is totally focused. In fact, it’s a SEMA member also: Mountain Motion Media. They’re out of Durango, Colorado, and we’ve partnered with them to head up all of our marketing for 2019.

SN: How do you hire the right people?

CH: It’s all about personality and capabilities. Whenever I am hiring somebody new that I don’t otherwise have a feel for, I like to do working interviews. If possible, they come in and work for a week in our facility. We see if they fit in. It gives me an opportunity to see what their work ethics are and what their qualifications are.

SN: How much inventory do you keep around, and do you sell online?

CH: I generally keep around $100,000 worth of inventory in stock. I hope to increase that as necessary, but we’re fortunate in that we have good wholesale distribution in the United States. I’m really diving into brick-and-mortar. All your bigger names in the industry have taken a stand to focus more on e-commerce, but realistically, Amazon is my biggest competitor, and it’s hard to beat. I feel like my efforts and strategy are better focused on building our brick-and-mortar experience versus exhausting our resources on e-commerce.

SN: Do you have any advice for fellow entrepreneurs who are just starting out or feeling stuck?

CH: Seek out and shadow as many people as you possibly can who are doing it right. Use them as mentors. That’s one thing that I always struggled with. Right now, I’m 34 years old. I started my business when I was 25, and I’ve had to learn from the hard knocks of business because I was going it alone.

Also, if you have a dream or a vision, take a step back and build a plan on what it’s going to take to achieve that from start to finish. You’ll find that you’ll start knocking things off the list in no time, and you’ll get to where you want. You have to have a plan with anything you do.

By SEMA Editors

Keenen LaCour won the first SEMA Young Guns Regional title at TX2K in Houston with his ’03 Mitsubishi Evo8.

Steven Nadaskai earned a trip to the 2019 SEMA Show by winning the Young Guns title at the Formula Drift event in Long Beach, California.

SEMA’s search for young vehicle builders moves on to Atlanta, as the SEMA Young Guns Regional Program joins Formula DRIFT at Road Atlanta, May 11.

The stop marks the third in a nine-city tour where top young vehicle builders will win all-expenses-paid trips for two to the 2019 SEMA Show, including transportation of the winner’s vehicle, a designated feature vehicle spot at the Show and entry into the SEMA Battle of the Builders competition.

The SEMA Battle of the Builders competition is the automotive industry’s premier vehicle competition, with participants featured at the SEMA Show, in magazines and on television. Open exclusively to builders with vehicles on display at the SEMA Show, the competition expanded in 2017 to provide exposure for a limited number of rising young builders. This year’s program includes partnerships with nine venues, with one winner from each venue awarded a Golden Ticket into the competition.

“The level of craftsmanship and amount of talent that we are seeing from the young builders is amazing,” said Ira Gabriel, SEMA vice president of marketing, PR and communications. “We’re encouraged and optimistic that this is going to be the best group of Young Guns competitors yet.”

Keenen LaCour won the first competition at TX2K with his ’03 Mitsubishi Evo8, and Steven Nadaskai won the competition at Formula DRIFT with his ’11 Volkswagen GTI. Both builders will compete in SEMA Battle of the Builders at the SEMA Show in Las Vegas, November 5–8.

A third builder will be selected at Formula DRIFT’s event in Atlanta on May 11. Vehicles from 10 young builders will be on display at the Formula DRIFT competition as they compete for a chance to advance to the SEMA Battle of the Builders competition in Las Vegas.

“Supporting and energizing young car enthusiasts is an ongoing initiative and priority,” said Jim Liaw, Formula DRIFT president. “We know there is a lot of great talent in the Atlanta area and can’t wait to see what we get.”

Participants for the Atlanta competition will be selected from qualified applicants who enter at www.semayoungguns.com. For additional details, visit the website or contact marketing@semaignited.com.

By SEMA Editors

Keenen LaCour won the first SEMA Young Guns Regional title at TX2K in Houston with his ’03 Mitsubishi Evo8.

Steven Nadaskai earned a trip to the 2019 SEMA Show by winning the Young Guns title at the Formula Drift event in Long Beach, California.

SEMA’s search for young vehicle builders moves on to Atlanta, as the SEMA Young Guns Regional Program joins Formula DRIFT at Road Atlanta, May 11.

The stop marks the third in a nine-city tour where top young vehicle builders will win all-expenses-paid trips for two to the 2019 SEMA Show, including transportation of the winner’s vehicle, a designated feature vehicle spot at the Show and entry into the SEMA Battle of the Builders competition.

The SEMA Battle of the Builders competition is the automotive industry’s premier vehicle competition, with participants featured at the SEMA Show, in magazines and on television. Open exclusively to builders with vehicles on display at the SEMA Show, the competition expanded in 2017 to provide exposure for a limited number of rising young builders. This year’s program includes partnerships with nine venues, with one winner from each venue awarded a Golden Ticket into the competition.

“The level of craftsmanship and amount of talent that we are seeing from the young builders is amazing,” said Ira Gabriel, SEMA vice president of marketing, PR and communications. “We’re encouraged and optimistic that this is going to be the best group of Young Guns competitors yet.”

Keenen LaCour won the first competition at TX2K with his ’03 Mitsubishi Evo8, and Steven Nadaskai won the competition at Formula DRIFT with his ’11 Volkswagen GTI. Both builders will compete in SEMA Battle of the Builders at the SEMA Show in Las Vegas, November 5–8.

A third builder will be selected at Formula DRIFT’s event in Atlanta on May 11. Vehicles from 10 young builders will be on display at the Formula DRIFT competition as they compete for a chance to advance to the SEMA Battle of the Builders competition in Las Vegas.

“Supporting and energizing young car enthusiasts is an ongoing initiative and priority,” said Jim Liaw, Formula DRIFT president. “We know there is a lot of great talent in the Atlanta area and can’t wait to see what we get.”

Participants for the Atlanta competition will be selected from qualified applicants who enter at www.semayoungguns.com. For additional details, visit the website or contact marketing@semaignited.com.

By SEMA Editors

Keenen LaCour won the first SEMA Young Guns Regional title at TX2K in Houston with his ’03 Mitsubishi Evo8.

Steven Nadaskai earned a trip to the 2019 SEMA Show by winning the Young Guns title at the Formula Drift event in Long Beach, California.

SEMA’s search for young vehicle builders moves on to Atlanta, as the SEMA Young Guns Regional Program joins Formula DRIFT at Road Atlanta, May 11.

The stop marks the third in a nine-city tour where top young vehicle builders will win all-expenses-paid trips for two to the 2019 SEMA Show, including transportation of the winner’s vehicle, a designated feature vehicle spot at the Show and entry into the SEMA Battle of the Builders competition.

The SEMA Battle of the Builders competition is the automotive industry’s premier vehicle competition, with participants featured at the SEMA Show, in magazines and on television. Open exclusively to builders with vehicles on display at the SEMA Show, the competition expanded in 2017 to provide exposure for a limited number of rising young builders. This year’s program includes partnerships with nine venues, with one winner from each venue awarded a Golden Ticket into the competition.

“The level of craftsmanship and amount of talent that we are seeing from the young builders is amazing,” said Ira Gabriel, SEMA vice president of marketing, PR and communications. “We’re encouraged and optimistic that this is going to be the best group of Young Guns competitors yet.”

Keenen LaCour won the first competition at TX2K with his ’03 Mitsubishi Evo8, and Steven Nadaskai won the competition at Formula DRIFT with his ’11 Volkswagen GTI. Both builders will compete in SEMA Battle of the Builders at the SEMA Show in Las Vegas, November 5–8.

A third builder will be selected at Formula DRIFT’s event in Atlanta on May 11. Vehicles from 10 young builders will be on display at the Formula DRIFT competition as they compete for a chance to advance to the SEMA Battle of the Builders competition in Las Vegas.

“Supporting and energizing young car enthusiasts is an ongoing initiative and priority,” said Jim Liaw, Formula DRIFT president. “We know there is a lot of great talent in the Atlanta area and can’t wait to see what we get.”

Participants for the Atlanta competition will be selected from qualified applicants who enter at www.semayoungguns.com. For additional details, visit the website or contact marketing@semaignited.com.

By SEMA Editors

Keenen LaCour won the first SEMA Young Guns Regional title at TX2K in Houston with his ’03 Mitsubishi Evo8.

Steven Nadaskai earned a trip to the 2019 SEMA Show by winning the Young Guns title at the Formula Drift event in Long Beach, California.

SEMA’s search for young vehicle builders moves on to Atlanta, as the SEMA Young Guns Regional Program joins Formula DRIFT at Road Atlanta, May 11.

The stop marks the third in a nine-city tour where top young vehicle builders will win all-expenses-paid trips for two to the 2019 SEMA Show, including transportation of the winner’s vehicle, a designated feature vehicle spot at the Show and entry into the SEMA Battle of the Builders competition.

The SEMA Battle of the Builders competition is the automotive industry’s premier vehicle competition, with participants featured at the SEMA Show, in magazines and on television. Open exclusively to builders with vehicles on display at the SEMA Show, the competition expanded in 2017 to provide exposure for a limited number of rising young builders. This year’s program includes partnerships with nine venues, with one winner from each venue awarded a Golden Ticket into the competition.

“The level of craftsmanship and amount of talent that we are seeing from the young builders is amazing,” said Ira Gabriel, SEMA vice president of marketing, PR and communications. “We’re encouraged and optimistic that this is going to be the best group of Young Guns competitors yet.”

Keenen LaCour won the first competition at TX2K with his ’03 Mitsubishi Evo8, and Steven Nadaskai won the competition at Formula DRIFT with his ’11 Volkswagen GTI. Both builders will compete in SEMA Battle of the Builders at the SEMA Show in Las Vegas, November 5–8.

A third builder will be selected at Formula DRIFT’s event in Atlanta on May 11. Vehicles from 10 young builders will be on display at the Formula DRIFT competition as they compete for a chance to advance to the SEMA Battle of the Builders competition in Las Vegas.

“Supporting and energizing young car enthusiasts is an ongoing initiative and priority,” said Jim Liaw, Formula DRIFT president. “We know there is a lot of great talent in the Atlanta area and can’t wait to see what we get.”

Participants for the Atlanta competition will be selected from qualified applicants who enter at www.semayoungguns.com. For additional details, visit the website or contact marketing@semaignited.com.

By SEMA Editors

Keenen LaCour won the first SEMA Young Guns Regional title at TX2K in Houston with his ’03 Mitsubishi Evo8.

Steven Nadaskai earned a trip to the 2019 SEMA Show by winning the Young Guns title at the Formula Drift event in Long Beach, California.

SEMA’s search for young vehicle builders moves on to Atlanta, as the SEMA Young Guns Regional Program joins Formula DRIFT at Road Atlanta, May 11.

The stop marks the third in a nine-city tour where top young vehicle builders will win all-expenses-paid trips for two to the 2019 SEMA Show, including transportation of the winner’s vehicle, a designated feature vehicle spot at the Show and entry into the SEMA Battle of the Builders competition.

The SEMA Battle of the Builders competition is the automotive industry’s premier vehicle competition, with participants featured at the SEMA Show, in magazines and on television. Open exclusively to builders with vehicles on display at the SEMA Show, the competition expanded in 2017 to provide exposure for a limited number of rising young builders. This year’s program includes partnerships with nine venues, with one winner from each venue awarded a Golden Ticket into the competition.

“The level of craftsmanship and amount of talent that we are seeing from the young builders is amazing,” said Ira Gabriel, SEMA vice president of marketing, PR and communications. “We’re encouraged and optimistic that this is going to be the best group of Young Guns competitors yet.”

Keenen LaCour won the first competition at TX2K with his ’03 Mitsubishi Evo8, and Steven Nadaskai won the competition at Formula DRIFT with his ’11 Volkswagen GTI. Both builders will compete in SEMA Battle of the Builders at the SEMA Show in Las Vegas, November 5–8.

A third builder will be selected at Formula DRIFT’s event in Atlanta on May 11. Vehicles from 10 young builders will be on display at the Formula DRIFT competition as they compete for a chance to advance to the SEMA Battle of the Builders competition in Las Vegas.

“Supporting and energizing young car enthusiasts is an ongoing initiative and priority,” said Jim Liaw, Formula DRIFT president. “We know there is a lot of great talent in the Atlanta area and can’t wait to see what we get.”

Participants for the Atlanta competition will be selected from qualified applicants who enter at www.semayoungguns.com. For additional details, visit the website or contact marketing@semaignited.com.

By Kristen Fregoso

The 2019 SEMA council elections kicked off this week. Members of the Automotive Restoration Market Organization (ARMO), the Hot Rod Industry Alliance (HRIA), the Truck & Offroad Alliance (TORA) and the Professional Restylers Organization (PRO) are invited to vote for their respective select committee leaders.

The elected select committee of each council serves as the volunteer leadership for the group. Because these elected volunteers are in tune with their markets and have the drive needed to influence change, they are entrusted to direct SEMA resources toward building solutions, benefits and opportunities that help companies succeed and prosper.

More About the Council Voting Process

• Ballots have been sent to the primary contact for each council membership, who will vote on behalf of the member company.
• Voting instructions will be included in announcement emails.
• Each company gets one vote per council membership.
• All votes are confidential.
• Primary contacts will receive a confirmation receipt once they have cast their votes.
• Make a difference in the future of our industry. Submit your vote by May 8 at 5:00 p.m.

For more information, contact Member Services Operations Specialist Kristen Fregoso at kristenf@sema.org or 909-978-6681.

By Kristen Fregoso

The 2019 SEMA council elections kicked off this week. Members of the Automotive Restoration Market Organization (ARMO), the Hot Rod Industry Alliance (HRIA), the Truck & Offroad Alliance (TORA) and the Professional Restylers Organization (PRO) are invited to vote for their respective select committee leaders.

The elected select committee of each council serves as the volunteer leadership for the group. Because these elected volunteers are in tune with their markets and have the drive needed to influence change, they are entrusted to direct SEMA resources toward building solutions, benefits and opportunities that help companies succeed and prosper.

More About the Council Voting Process

• Ballots have been sent to the primary contact for each council membership, who will vote on behalf of the member company.
• Voting instructions will be included in announcement emails.
• Each company gets one vote per council membership.
• All votes are confidential.
• Primary contacts will receive a confirmation receipt once they have cast their votes.
• Make a difference in the future of our industry. Submit your vote by May 8 at 5:00 p.m.

For more information, contact Member Services Operations Specialist Kristen Fregoso at kristenf@sema.org or 909-978-6681.

By SEMA Washington, D.C., Staff

The U.S. Trade Representative (USTR) will exclude 21 product types from the 25% tariffs imposed July 6, 2018, on $34 billion worth of products from China. The USTR exclusions are primarily for non-automotive applications.

Products subject to the Chinese tariffs cover 818 separate Harmonized Tariff Code listings, including miscellaneous metal and rubber parts for auto equipment, machinery, tools, measurement and medical devices. The 21 product types granted exclusions range from motor vehicle gear-shift switch assemblies (8536.50.9065) to roller machines for cutting paper and fabric, water oxidizers, ratchet winches, stainless-steel steering wheels for watercraft and ball bearings of a width not exceeding 30 mm.

In related news, negotiations to reach an accord on U.S./China trade disputes continue. As part of the “Americans for Free Trade” Coalition, SEMA joined with 150 other organizations in supporting U.S. goals while urging President Trump to remove the recently imposed tariffs. The Coalition recommended:

• The full and immediate removal of all recently imposed tariffs, including U.S. tariffs and China’s retaliatory tariffs as part of a final deal.
• A deal that levels the playing field for U.S. companies by achieving meaningful changes to address China’s unfair trade practices that put American technology, innovation and intellectual property at risk.
• Avoidance of any enforcement mechanism that would trigger further tariffs.
• Clarity on how the tariff exemption process will be carried out in the event of a deal.
• An economic assessment by the Administration examining the costs of tariffs for American businesses and consumers.

View a copy of the letter.

For more information, contact Stuart Gosswein at stuartg@sema.org.

By SEMA Washington, D.C., Staff

The U.S. Trade Representative (USTR) will exclude 21 product types from the 25% tariffs imposed July 6, 2018, on $34 billion worth of products from China. The USTR exclusions are primarily for non-automotive applications.

Products subject to the Chinese tariffs cover 818 separate Harmonized Tariff Code listings, including miscellaneous metal and rubber parts for auto equipment, machinery, tools, measurement and medical devices. The 21 product types granted exclusions range from motor vehicle gear-shift switch assemblies (8536.50.9065) to roller machines for cutting paper and fabric, water oxidizers, ratchet winches, stainless-steel steering wheels for watercraft and ball bearings of a width not exceeding 30 mm.

In related news, negotiations to reach an accord on U.S./China trade disputes continue. As part of the “Americans for Free Trade” Coalition, SEMA joined with 150 other organizations in supporting U.S. goals while urging President Trump to remove the recently imposed tariffs. The Coalition recommended:

• The full and immediate removal of all recently imposed tariffs, including U.S. tariffs and China’s retaliatory tariffs as part of a final deal.
• A deal that levels the playing field for U.S. companies by achieving meaningful changes to address China’s unfair trade practices that put American technology, innovation and intellectual property at risk.
• Avoidance of any enforcement mechanism that would trigger further tariffs.
• Clarity on how the tariff exemption process will be carried out in the event of a deal.
• An economic assessment by the Administration examining the costs of tariffs for American businesses and consumers.

View a copy of the letter.

For more information, contact Stuart Gosswein at stuartg@sema.org.