By Ashley Reyes

As consumers increasingly turn to social media to engage with their favorite brands, aftermarket companies have an incredible opportunity to collaborate with content creators to boost business and marketing success. In fact, 85% of surveyed respondents from the "The State of Influencer Marketing 2024: Benchmark Report" consider influencer marketing an effective strategy—a significant increase from previous years.  

On Tuesday, January 7 at 10:00 a.m. (PDT), the SEMA Motorsports Parts Manufacturers Council (MPMC) will host a live webinar on how to effectively work with content creators. Attendees will hear from industry leaders at DriveShop, an influencer marketing agency specializing in the automotive aftermarket, as they share the fundamentals of influencer marketing and how content creators can help brands reach highly targeted audiences and drive measurable results with engaging and impactful content.  

Topics include:  

• How to integrate content creators into an existing marketing strategy 
• How to identify the right creators to work with 
• How to get the most out of influencer partnerships 
• Common mistakes and pitfalls to avoid when choosing a content creator  

Presented by DriveShop CEO Derek Drake and Creator Engagement Director Lisa Cabalquinto, the "Content Creator Marketing for Aftermarket Brands" session will offer real examples of influencer marketing that are taking off in the aftermarket industry, as well as a Q&A with the speakers.  

Register here. 

By SEMA News Editors

Sumitomo Rubber North America Promotes Wayne Horne to National Sales Manager

Sumitomo Rubber North America, the Rancho Cucamonga, California-based parent company of Falken Tires, has promoted Wayne Horne to national sales manager.

Horne has been with SRNA since 2016, holding nine different positions throughout his tenure, mostly recently serving as strategic account manager.

"Wayne continues to demonstrate his ability to build strong relationships with customers and provide results," said Darren Thomas, SRNA's CEO and president. "He has proven to be highly adaptable in this evolving industry and remains a key member of our Passenger and Light Truck business. I'm confident he will continue to succeed in his new role, and we are proud to witness his growth within SRNA."

For more information, visit falkentire.com.

Mastercam Announces Leadership Transition

Mastercam, the Tolland, Connecticut-based provider of CAM/CAD solutions, has announced Russ Bukowski as interim president, effective December 16.

"With more than 20 years of expertise in strategy, Bukowski is well-equipped to guide Mastercam through this transition," the company said in a statement announcing the leadership transition. "His deep understanding of creating effective strategies and delivering exceptional customer experiences will be instrumental in advancing Mastercam's goals of accelerated growth and innovation."

For more information, visit mastercam.com.

By SEMA News Editors

PRI Becomes Title Sponsor, Official Broadcast Partner of Hoosier 500 

In a groundbreaking partnership for open-wheel sim racing, PRI has been announced as title sponsor for the 2025 running of the Hoosier 500. In addition to its role as title sponsor, PRI's digital channels will become the streaming home of next year's race, to be held on December 21, 2025. 

The PRI Hoosier 500 is a sim race contested at the virtual Indianapolis Motor Speedway on the iRacing platform, the world's premiere motorsport racing simulation. By providing the most authentic "500" experience, it strives to be the crown jewel special event for open-wheel racers on the iRacing platform. 

"Today's announcement formally finalizes a monumental partnership for the Hoosier 500 and open-wheel sim racing," said Tanner Watkins, president and co-owner of the Hoosier 500. "We are incredibly excited to partner with a pillar in the motorsports world, PRI. Through strategic growth opportunities, this union is designed to elevate the Hoosier 500 as a special event in the sim racing community. A special thanks goes out to our friends at PRI for seeing the potential in our event and its impact on sim racing, the state of Indiana, and our community in Indianapolis." 

"Tanner and I set a goal to make this event bigger and better. The best way we knew to do that was to surround ourselves with people in the Indianapolis community who have the same passion for the Indianapolis 500 and motorsports as Tanner and I possess," said Ryan Schuld, co-owner and chief development officer of the Hoosier 500. 

"This does that. PRI calls home just a block from the Indianapolis Motor Speedway and this partnership will take this event to new heights in 2025 and beyond. We could not be more excited to welcome PRI to the event." 

Since its inception in 1986, PRI has served as the motorsports industry's key source for trends, merchandising ideas, new products, business strategies and more. Through the world's premier auto racing trade show in Indianapolis, Indiana, and a dedicated membership program, PRI provides the motorsports industry with ongoing legislative advocacy, market research and access to the latest trends and technology. 

As the official broadcast partner of the 2025 Hoosier 500, PRI will stream next year's race live on the organization's Facebook and YouTube channels, in addition to lead-in coverage for qualifications weekend. The race is scheduled to be held on Sunday, December 21, 2025. 

Those interested in partnership opportunities with the 2025 PRI Hoosier 500 can contact Ryan Schuld at ryan@thehoosier500.com. All funds generated via partnerships for the PRI Hoosier 500 are utilized to cover event expenses and racer payouts. 

Sim racers interested in learning more about competing in next year's event can subscribe to our competitor communications list by clicking here. Further information about the 2025 event schedule will be announced Monday, January 6, with additional competition rules and regulations to be released closer to the race registration period opening next year. 

For more information, visit thehoosier500.com.

The following is a message to SEMA Members from SEMA President and CEO Mike Spagnola:

Dear SEMA Member:

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

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

• Chair-elect (one open seat)
• Manufacturer (three open seats)
• Manufacturers' Rep (one open seat)

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

Nominations for the SEMA Board of Directors are due on Monday, January 6, 2025.

Submit a nomination HERE.

We urge you to take part in the nomination process. Our industry has many individuals who would be an asset to the Board, but we need you to help bring them to the attention of the Nominating Committee. Thank you for your attention to this important request.

Sincerely,

Mike Spagnola
SEMA President and CEO

By SEMA News Editors

SEMA

Senior Manager of State Government Affairs in Washington, D.C.

SEMA is seeking a senior manager of state government affairs to advocate for SEMA and PRI in states east of the Mississippi River. This role includes monitoring and influencing state legislative and regulatory actions, building relationships with key policymakers and coordinating grassroots advocacy efforts. The senior manager of state government affairs will ensure that the organization's voice is heard in state capitols and that legislative and regulatory outcomes align with the organization's goals and priorities.

Velocity Restorations

Sales Executive in Pensacola, Florida

This individual will be the face of Velocity to its clientele, responsible for managing sales inquiries, nurturing leads and guiding customers through the sales process with exceptional service and professionalism. The ideal candidate will have a proven track record in luxury automotive, marine or similar high-end industries.

By the SEMA Washington, D.C., office

As the clock wound down on the 2023-24 Congress, the U.S. Senate passed the SEMA-supported "Expanding Public Lands Outdoor Recreation Experiences Act" (EXPLORE Act), H.R. 6492, putting our industry on the brink of securing a significant boost for those who enjoy, support and cater to outdoor recreation. The comprehensive public lands package, which increases access to outdoor recreation opportunities to help grow the outdoor recreation industry's $1.2-trillion annual economic impact, now awaits President Biden's signature.  

"SEMA thanks U.S. Senators Joe Manchin III (D-W.V.) and John Barrasso (R-Wy.) for their continued advocacy for the EXPLORE Act, which was critical in securing the broader Senate support needed to pass this bill and send it to the president's desk," said SEMA President and CEO Mike Spagnola. "The opportunity of outdoor recreation is one of our nation's treasures, an asset that unites us across state and party lines. The people whose passion is to traverse the outdoors is matched only by those who innovate and develop the products that help them do so, and that's why this bill is so important. It's about our economy, our quality of life and our ability to share with more people all of our nation's natural wonders."   

The EXPLORE Act directs the U.S. Forest Service and Bureau of Land Management (BLM) to create more motorized opportunities on public lands, addresses special recreation permits and fees that have been expensive and cumbersome for off-road groups to navigate on federal lands, attempts to improve visitor experiences, addresses the lack of affordable housing causing staffing shortages on public lands, and transforms outdoor recreation experiences for active-duty military members, veterans and Gold Star families. 

You can find more information about the major provisions of the legislation by reviewing the section-by-section outline. 

For additional information on the EXPLORE Act, contact Eric Snyder, SEMA's senior director of federal government affairs, at erics@sema.org. 

By the SEMA Washington, D.C., office

As the clock wound down on the 2023-24 Congress, the U.S. Senate passed the SEMA-supported "Expanding Public Lands Outdoor Recreation Experiences Act" (EXPLORE Act), H.R. 6492, putting our industry on the brink of securing a significant boost for those who enjoy, support and cater to outdoor recreation. The comprehensive public lands package, which increases access to outdoor recreation opportunities to help grow the outdoor recreation industry's $1.2-trillion annual economic impact, now awaits President Biden's signature.  

"SEMA thanks U.S. Senators Joe Manchin III (D-W.V.) and John Barrasso (R-Wy.) for their continued advocacy for the EXPLORE Act, which was critical in securing the broader Senate support needed to pass this bill and send it to the president's desk," said SEMA President and CEO Mike Spagnola. "The opportunity of outdoor recreation is one of our nation's treasures, an asset that unites us across state and party lines. The people whose passion is to traverse the outdoors is matched only by those who innovate and develop the products that help them do so, and that's why this bill is so important. It's about our economy, our quality of life and our ability to share with more people all of our nation's natural wonders."   

The EXPLORE Act directs the U.S. Forest Service and Bureau of Land Management (BLM) to create more motorized opportunities on public lands, addresses special recreation permits and fees that have been expensive and cumbersome for off-road groups to navigate on federal lands, attempts to improve visitor experiences, addresses the lack of affordable housing causing staffing shortages on public lands, and transforms outdoor recreation experiences for active-duty military members, veterans and Gold Star families. 

You can find more information about the major provisions of the legislation by reviewing the section-by-section outline. 

For additional information on the EXPLORE Act, contact Eric Snyder, SEMA's senior director of federal government affairs, at erics@sema.org. 

By SEMA News Editors

GRIDLIFE Expands to Nine National Events

GRIDLIFE is set to grow its National Festival Tour with nine events in 2025, up from five in 2024. The motorsports event will also expand to a three-day weekend format next season.

The announcement, made at the PRI Show in Indianapolis, revealed a lineup of events running from April to October, including two brand-new event venues and enhanced racing and entertainment offerings, organizers said.

The expanded weekend format introduces GRIDLIFE's newest racing class GRIDLIFE Grand Touring (GLGT) to attract GT4, TCR and similar speed machinery alongside established fan favorites GRIDLIFE Touring Cup (GLTC), GRIDLIFE RushSR Series, Track Battle Time Attack, and GRIDLIFE Drift.

High-Performance Driving Education (HPDE) will continue as part of GRIDLIFE's core offerings but will now take place during standalone events, with its schedule set to be announced later.

Beyond the track, GRIDLIFE remains dedicated to blending car culture with live entertainment, the organization said, showcasing vehicles from the '80s, '90s, and '00s in its Concours, hosting the GRIDLIFE Arcade and live music performances.

For more information, visit grid.life.

IHRA Announces New Broadcast Partnership With SPEED SPORT

The International Hot Rod Association (IHRA) has entered into a new partnership with SPEED SPORT 1 to air its content on the live racing network.

SPEED SPORT 1, a F.A.S.T. channel with direct-to-consumer delivery, is on every stream platform including, Amazon Prime, Pluto, Roku, Fubo and Sling. The partnership means IHRA content will be available to more than 200 million consumers on mainstream platforms and 300 million users on every major mobile platform.

For more information, visit ihra.com.

By SEMA News Editors

MotorTrend has named the Ram 1500 as its 2025 Truck of the Year award winner.

The truck was chosen on the strength of its value, excellent new powertrain and broad appeal, among other criteria, the publication said. Each MotorTrend Truck of the Year competitor is judged against six key criteria: safety, value, advancement in design, engineering excellence, efficiency and performance of intended function.

The MotorTrend editorial team put three Ram 1500s to the test, including the Warlock, RHO and Tungsten tiers. The expert testing team noted improvements to the truck’s power output, technology and handling, the publication said, noting Ram’s engine update, replacing the Hemi V8 with the new twin-turbocharged Hurricane I-6 engine.

For an in-depth analysis of MotorTrend's selection, click here.

By SEMA News Editors

Honda, Nissan Announce Plans to Merge

Honda and Nissan have announced plans to explore a merger, which would also include the participation of Mitsubishi Motors.

The companies signed a memorandum of understanding (MOU) to start discussions about merging through the establishment of a joint holding company.

Mitsubishi, which is partially owned by Nissan, will determine if it will be involved in the merger by the end of January 2025, the company said.

"The MOU between Nissan and Honda…is aimed to serve as an option to maintain global competitiveness and for the two companies to continue to deliver more attractive products and services to customers worldwide," the companies said in a joint statement announcing the discussions.

For more information, visit honda.com.

 IIHS Names 2024 Top Safety Picks

Nineteen vehicles from 11 brands earned Top Safety Pick or Top Safety Pick+ awards from the Insurance Institute for Highway Safety (IIHS) in the final group of ratings for the year.

The 10 winners of the higher-tier Top Safety Pick+ award are the Ford Mustang Mach-E, Infiniti QX60, Mazda CX-70, Mazda CX-70 PHEV, Mercedes-Benz C-Class, Mercedes-Benz GLC, Rivian R1S, Subaru Forester, Toyota Tundra crew cab and Volvo XC90 Plug-In Hybrid.

The nine winners of the base Top Safety Pick award are the Audi Q8, Ford F-150 crew cab, Ford F-150 extended cab, Infiniti QX80, Kia K4, Mercedes-Benz E-Class, Nissan Kicks, Toyota Corolla sedan and Toyota Crown Signia.

To qualify for either award in 2024, vehicles need good ratings in the small overlap front and updated side tests, an acceptable or good rating in the pedestrian front crash prevention evaluation and acceptable- or good-rated headlights across all trim levels. In addition, a good rating in the original moderate overlap front test is enough to qualify for Top Safety Pick, but a good or acceptable rating in the updated test is needed for the "plus."

For more information on this year's Top Safety Picks, visit iihs.org.

SBI Acquires Precision Engine Parts

S.B. International (SBI), the Nashville, Tennessee-based valvetrain component manufacturer, has acquired Precision Engine Parts (PEP), a Las Vegas, Nevada, provider of valvetrain components.

PEP's integration into SBI's portfolio will strengthen product offerings and accelerate research and development efforts, the company said in a statement announcing the acquisition.

"Bringing PEP into the SBI family is a transformative step that will benefit both our clients and our industry," said Ryan Hamilton, President/CEO of SBI. "PEP has long been a pioneer in valvetrain innovation, and together, we're positioned to expand our impact and deliver a greater value to our customers worldwide."

PEP's operations will continue under SBI with plans to integrate their best processes, the company said. The acquisition allows SBI to offer an expanded line of valvetrain components, including bronze valve guides to be manufactured at SBI's headquarters in Nashville.

For more information, visit sbintl.com.