By SEMA Washington, D.C., Staff
 
The National Highway Traffic Safety Administration (NHTSA) does not intend to issue a federal safety standard based on tire age. The agency announced its decision in a report entitled, “Tire Aging: A Summary of NHTSA’s Work.” The agency has been studying the issue for many years.
 
The NHTSA cited several primary factors for not pursuing a tire-aging safety standard. It noted that tires have become more robust in recent years as a result of increased performance mandates required under the Transportation Safety Enhancement, Accountability and Documentation (TREAD) Act of 2000. Recent crash data verify that these tires are performing better on the road. The NHTSA also credited mandatory tire pressure monitoring systems (TPMS) installed on newer vehicles as having helped alert motorists when tires are underinflated.
 
The NHTSA did note a continuing concern for tires in hot-weather states and spare tires that may be very old and may potentially be rotated into use. The NHTSA intends to discuss the topic through social media messages, fact sheets, infographics and other web content. 

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

By SEMA Washington, D.C., Staff
 
The National Highway Traffic Safety Administration (NHTSA) does not intend to issue a federal safety standard based on tire age. The agency announced its decision in a report entitled, “Tire Aging: A Summary of NHTSA’s Work.” The agency has been studying the issue for many years.
 
The NHTSA cited several primary factors for not pursuing a tire-aging safety standard. It noted that tires have become more robust in recent years as a result of increased performance mandates required under the Transportation Safety Enhancement, Accountability and Documentation (TREAD) Act of 2000. Recent crash data verify that these tires are performing better on the road. The NHTSA also credited mandatory tire pressure monitoring systems (TPMS) installed on newer vehicles as having helped alert motorists when tires are underinflated.
 
The NHTSA did note a continuing concern for tires in hot-weather states and spare tires that may be very old and may potentially be rotated into use. The NHTSA intends to discuss the topic through social media messages, fact sheets, infographics and other web content. 

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

By SEMA Washington, D.C., Staff
 
The National Highway Traffic Safety Administration (NHTSA) does not intend to issue a federal safety standard based on tire age. The agency announced its decision in a report entitled, “Tire Aging: A Summary of NHTSA’s Work.” The agency has been studying the issue for many years.
 
The NHTSA cited several primary factors for not pursuing a tire-aging safety standard. It noted that tires have become more robust in recent years as a result of increased performance mandates required under the Transportation Safety Enhancement, Accountability and Documentation (TREAD) Act of 2000. Recent crash data verify that these tires are performing better on the road. The NHTSA also credited mandatory tire pressure monitoring systems (TPMS) installed on newer vehicles as having helped alert motorists when tires are underinflated.
 
The NHTSA did note a continuing concern for tires in hot-weather states and spare tires that may be very old and may potentially be rotated into use. The NHTSA intends to discuss the topic through social media messages, fact sheets, infographics and other web content. 

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

SEMA News—July 2014

HERITAGE

By Drew Hardin
Photo Courtesy Petersen Archives

The Great California Street Rod Civil War

At the 1973 Street Rod Nationals (or so the story goes), rod builders Andy Brizio and Lil’ John Buttera got into a, shall we say, friendly discussion about which end of the Golden State produced the best street rods. Southern Californian Buttera ribbed Brizio, who was from South San Francisco, about how the Bay Area cars were “average” mechanically but were topped by outstanding paint jobs to make them seem more special. Brizio, in turn, said L.A. turned out trick show cars that couldn’t be driven very far. One thing led to another and (so the story goes) the discussion devolved into a “my new car will be better than your new car” challenge.

Whether this exchange really happened, we don’t know. What we do know is that Hot Rod Editor Terry Cook used it—fictitious or not—to set the stage for a four-part tech series called the Great California Street Rod Civil War. The idea was to pit Brizio against Buttera to see who could build the better car, and showcase the build steps and finished products for the magazine’s readers.

Their approaches couldn’t have been more different. Buttera chose to build a ’27 Model T Tudor, using a real steel T body he bought in Arizona for $600. He fabricated a tubular space frame, built an independent front suspension from scratch and adapted Jaguar independent rearend components for the rear suspension. “John wants his new T to ride like his Cadillac when it goes down the road,” wrote Cook.

Brizio, on the other hand, built a fiberglass ’32 Ford roadster, using as his inspiration a concept illustration called the “Street Roadster of the Future” that had appeared in Hot Rod a couple years before. Not just any fiberglass ’32 would do; Brizio commissioned Steve Archer to splash a brand-new replica using “a cherry Deuce roadster body” that Andy’s son Roy had been working on, said Cook.

Early on, it looked like Buttera would easily finish first. The initial two articles in the series showed photos of the Tudor only; no Brizio roadster in sight. Writing in the second installment, Jim McCraw said, “Andy Brizio is gathering the pieces together for his highboy Deuce, assigning tasks to his staff of craftsmen, and getting ready to explode into action to produce yet another complete car in about five weeks’ time start to finish, the traditional way things are done at Andy’s Instant T. Meanwhile, back in Cerritos, Buttera and his troops have a considerable head start over Brizio.”

And then, things changed. Two issues went by without an update on the Civil War. When it did appear, part 3 was all Brizio, with a note that “Lil’ John started off well but pooped out in the backstretch.” This installment showed off Archer’s fiberglass body pieces, the car’s tubular frame and its power source: chromed twin Mazda RX-2 rotary engines.

The Civil War’s conclusion appeared in the June 1974 issue of the magazine. On its cover was a see-through view of Brizio’s Twin Mazda Instant Deuce, and inside was a photo of some of Brizio’s crew, sitting in the yellow roadster, ribbing Buttera for his still unfinished T.

This photo of Brizio’s roadster is an outtake that was not published in the magazine. It was shot by Hot Rod Photo Editor Mike Brenner at Buttera’s shop in Cerritos. As Roy Brizio remembers it, “These were your typical last-minute deadline photos for the article. They were not staged. My dad had to bring the car to L.A. for the shoot. They then took the car back to San Francisco and finished it, and brought it back to L.A. for the final photos.”

Gripping the firewall to lift off the body are Andy Brizio, with his back to the camera on the driver side, and Buttera, facing the camera on the passenger side. Terry Cook is in the dark shirt at the back of the car.

Andy Brizio recently talked to Dave Wallace at Hot Rod Deluxe magazine about the Civil War and the yellow roadster.

“We finished first, and my yellow car made the cover, but I had to truck it to L.A. for the photoshoot,” he said. “We never did get that roadster running right with the dual Mazda rotaries—a real nightmare. I replaced them right away with a small-block Chevy. That car turned up at our Sutter Creek picnic two years ago, looking pretty much the same.”

SEMA News—July 2014

HERITAGE

By Drew Hardin
Photo Courtesy Petersen Archives

The Great California Street Rod Civil War

At the 1973 Street Rod Nationals (or so the story goes), rod builders Andy Brizio and Lil’ John Buttera got into a, shall we say, friendly discussion about which end of the Golden State produced the best street rods. Southern Californian Buttera ribbed Brizio, who was from South San Francisco, about how the Bay Area cars were “average” mechanically but were topped by outstanding paint jobs to make them seem more special. Brizio, in turn, said L.A. turned out trick show cars that couldn’t be driven very far. One thing led to another and (so the story goes) the discussion devolved into a “my new car will be better than your new car” challenge.

Whether this exchange really happened, we don’t know. What we do know is that Hot Rod Editor Terry Cook used it—fictitious or not—to set the stage for a four-part tech series called the Great California Street Rod Civil War. The idea was to pit Brizio against Buttera to see who could build the better car, and showcase the build steps and finished products for the magazine’s readers.

Their approaches couldn’t have been more different. Buttera chose to build a ’27 Model T Tudor, using a real steel T body he bought in Arizona for $600. He fabricated a tubular space frame, built an independent front suspension from scratch and adapted Jaguar independent rearend components for the rear suspension. “John wants his new T to ride like his Cadillac when it goes down the road,” wrote Cook.

Brizio, on the other hand, built a fiberglass ’32 Ford roadster, using as his inspiration a concept illustration called the “Street Roadster of the Future” that had appeared in Hot Rod a couple years before. Not just any fiberglass ’32 would do; Brizio commissioned Steve Archer to splash a brand-new replica using “a cherry Deuce roadster body” that Andy’s son Roy had been working on, said Cook.

Early on, it looked like Buttera would easily finish first. The initial two articles in the series showed photos of the Tudor only; no Brizio roadster in sight. Writing in the second installment, Jim McCraw said, “Andy Brizio is gathering the pieces together for his highboy Deuce, assigning tasks to his staff of craftsmen, and getting ready to explode into action to produce yet another complete car in about five weeks’ time start to finish, the traditional way things are done at Andy’s Instant T. Meanwhile, back in Cerritos, Buttera and his troops have a considerable head start over Brizio.”

And then, things changed. Two issues went by without an update on the Civil War. When it did appear, part 3 was all Brizio, with a note that “Lil’ John started off well but pooped out in the backstretch.” This installment showed off Archer’s fiberglass body pieces, the car’s tubular frame and its power source: chromed twin Mazda RX-2 rotary engines.

The Civil War’s conclusion appeared in the June 1974 issue of the magazine. On its cover was a see-through view of Brizio’s Twin Mazda Instant Deuce, and inside was a photo of some of Brizio’s crew, sitting in the yellow roadster, ribbing Buttera for his still unfinished T.

This photo of Brizio’s roadster is an outtake that was not published in the magazine. It was shot by Hot Rod Photo Editor Mike Brenner at Buttera’s shop in Cerritos. As Roy Brizio remembers it, “These were your typical last-minute deadline photos for the article. They were not staged. My dad had to bring the car to L.A. for the shoot. They then took the car back to San Francisco and finished it, and brought it back to L.A. for the final photos.”

Gripping the firewall to lift off the body are Andy Brizio, with his back to the camera on the driver side, and Buttera, facing the camera on the passenger side. Terry Cook is in the dark shirt at the back of the car.

Andy Brizio recently talked to Dave Wallace at Hot Rod Deluxe magazine about the Civil War and the yellow roadster.

“We finished first, and my yellow car made the cover, but I had to truck it to L.A. for the photoshoot,” he said. “We never did get that roadster running right with the dual Mazda rotaries—a real nightmare. I replaced them right away with a small-block Chevy. That car turned up at our Sutter Creek picnic two years ago, looking pretty much the same.”

SEMA News—July 2014

INTERNET
By Joe Dysart

8 Ways to Deal With Bad Online Reviews

Indeed, according to a Harvard study released in 2011, a simple one-star ratings increase of Seattle restaurants on Yelp spiked a 5% to 9% increase in revenues, said the study’s author, Dr. Michael Luca, a professor at Harvard Business School. Moreover, another study by Cone, a PR and marketing agency, found that 80% of people will change their decision to purchase an item or service based on a bad online review.

Of course, the easiest way to head off bad mouthing from customers is to solve the problem before it happens. Generally, consumers contact a business with a grievance before resorting to a flaming rant online.

One of the easiest ways to put out an antenna for this kind of customer is to send an auto-generated e-mail after each purchase or service asking the customer how the business did, and volunteering to solve any misunderstandings or mishaps. Solve the problem at this juncture, experts say, and you’ll be dealing with someone who does not yet feel that he is past the point of resolution and is not eyeing his keyboard with thoughts of vengeance.

Of course, even with this tactic, some bad reviews will still slip through, threatening to permanently damage your online reputation. Experts recommended the following best practices:

Use Free Accounts to Manage Your Reputation on Review Services: Most of the major online review services, including Yelp, offer free accounts to businesses that they can use to monitor positive and negative reviews and respond accordingly.

Keep Cool: While it’s tempting to lambast a negative reviewer—especially if the review is unsubstantiated—resist the temptation and work to restore your reputation only after your emotions are in check. “Give yourself a cooling-down period,” said Luther Lowe, director of public policy at Yelp. “When someone is using a public forum like Yelp to attack something you’re pouring your heart and soul into, a very natural response is to get emotional. Don’t. The last thing you want to do is overreact to someone online.”

Stay Completely Positive, If Possible: Generally, the best solution is a private, offline response to a consumer offering a concrete solution to the complaint and essentially turning a negative customer into a positive one. And if your business is in the wrong, own it and make authentic amends. “On Yelp, a business owner can respond privately or publicly,” Lowe said. “We recommend starting with a private, diplomatic response.”

Specifically, Lowe recommends using the following script:

Introduce yourself. (“Hi, It’s Bruce, the owner of ....”)
Thank the customer for the review. (“Thank you for sharing your feedback....”)
Apologize. (“I’m deeply sorry you didn’t have a five-star experience....”)
Acknowledge the complaint and explain what you’ve done to address the problem.

Don’t be too defensive. As tempting as it is to try to convince reviewers to see things from your vantage point, it’s easy to come off as dismissive of their accounts.

Invite the customer to return. (“We hope you’ll consider joining us again.... Here’s my direct contact information if you do....”)

Added a wry David Tucker, co-founder of RightNow Communications, a search-engine optimization marketing firm: “Remember, it is vital to be professional and ingratiating.” Or to put it another way: Embrace that time-tested mantra, “The customer is always right.”

Go Public If You Must: Inevitably, there will be some complaints that are unresolvable via back channels, and you’ll have to go public with a response. Take care in these instances to come off as a consummate professional who is truly looking to satisfy customers. “You shouldn’t view the public comment feature as an opportunity to nitpick at slight inaccuracies within a review,” said Lowe. “Instead, it’s a chance to demonstrate to would-be customers that you’re on top of your customer service.

Don’t Be Defensive: “Getting your side of the story out isn’t as important as demonstrating that you can keep your cool when problems arise and that you care about customer feedback,” Lowe said.

Counter-Balance Negative Reviews With Your Own Online Reviews Domain: Given that there will probably be instances when you’ll deal with a belligerent customer who cannot be pleased not matter what you do, the next best thing is to maintain your own online reviews domain on your website. There are a number of service providers with turnkey solutions that will enable you to do this, including Zuberance.

Secure Positive Reviews From Happy Customers: Sometimes all it takes is a request from a pleased customer to see a glowing review pop up on your website minutes later. “If you have a customer who is beside himself with glee over your service, you need to take advantage of that,” said Tucker. “Ask him to write a brief testimonial and then place it in on a special testimonial page on your site. You can link this page to your Google Maps page quite easily. Look for the ‘Link to this Page’ link that is found on the bottom right corner of your reviews page. Add the link to your testimonial page, and you’re done.”

Solicit Reviews From the Keyboard-Challenged: Customer Lobby, an online reviews service provider, includes a service that calls your customers, solicits their feedback over the phone and then transcribes the reviews to text for easy posting online. It also syndicates these reviews—as well as those it secures from people who know how to use keyboards—across the web, including on Facebook, Twitter, Bing, Google and Yelp.

Joe Dysart is an Internet speaker and business consultant based in Manhattan.
Voice: 646-233-4089.
E-mail: joe@joedysart.com
Web: www.joedysart.com

SEMA News—July 2014

INTERNET
By Joe Dysart

8 Ways to Deal With Bad Online Reviews

Indeed, according to a Harvard study released in 2011, a simple one-star ratings increase of Seattle restaurants on Yelp spiked a 5% to 9% increase in revenues, said the study’s author, Dr. Michael Luca, a professor at Harvard Business School. Moreover, another study by Cone, a PR and marketing agency, found that 80% of people will change their decision to purchase an item or service based on a bad online review.

Of course, the easiest way to head off bad mouthing from customers is to solve the problem before it happens. Generally, consumers contact a business with a grievance before resorting to a flaming rant online.

One of the easiest ways to put out an antenna for this kind of customer is to send an auto-generated e-mail after each purchase or service asking the customer how the business did, and volunteering to solve any misunderstandings or mishaps. Solve the problem at this juncture, experts say, and you’ll be dealing with someone who does not yet feel that he is past the point of resolution and is not eyeing his keyboard with thoughts of vengeance.

Of course, even with this tactic, some bad reviews will still slip through, threatening to permanently damage your online reputation. Experts recommended the following best practices:

Use Free Accounts to Manage Your Reputation on Review Services: Most of the major online review services, including Yelp, offer free accounts to businesses that they can use to monitor positive and negative reviews and respond accordingly.

Keep Cool: While it’s tempting to lambast a negative reviewer—especially if the review is unsubstantiated—resist the temptation and work to restore your reputation only after your emotions are in check. “Give yourself a cooling-down period,” said Luther Lowe, director of public policy at Yelp. “When someone is using a public forum like Yelp to attack something you’re pouring your heart and soul into, a very natural response is to get emotional. Don’t. The last thing you want to do is overreact to someone online.”

Stay Completely Positive, If Possible: Generally, the best solution is a private, offline response to a consumer offering a concrete solution to the complaint and essentially turning a negative customer into a positive one. And if your business is in the wrong, own it and make authentic amends. “On Yelp, a business owner can respond privately or publicly,” Lowe said. “We recommend starting with a private, diplomatic response.”

Specifically, Lowe recommends using the following script:

Introduce yourself. (“Hi, It’s Bruce, the owner of ....”)
Thank the customer for the review. (“Thank you for sharing your feedback....”)
Apologize. (“I’m deeply sorry you didn’t have a five-star experience....”)
Acknowledge the complaint and explain what you’ve done to address the problem.

Don’t be too defensive. As tempting as it is to try to convince reviewers to see things from your vantage point, it’s easy to come off as dismissive of their accounts.

Invite the customer to return. (“We hope you’ll consider joining us again.... Here’s my direct contact information if you do....”)

Added a wry David Tucker, co-founder of RightNow Communications, a search-engine optimization marketing firm: “Remember, it is vital to be professional and ingratiating.” Or to put it another way: Embrace that time-tested mantra, “The customer is always right.”

Go Public If You Must: Inevitably, there will be some complaints that are unresolvable via back channels, and you’ll have to go public with a response. Take care in these instances to come off as a consummate professional who is truly looking to satisfy customers. “You shouldn’t view the public comment feature as an opportunity to nitpick at slight inaccuracies within a review,” said Lowe. “Instead, it’s a chance to demonstrate to would-be customers that you’re on top of your customer service.

Don’t Be Defensive: “Getting your side of the story out isn’t as important as demonstrating that you can keep your cool when problems arise and that you care about customer feedback,” Lowe said.

Counter-Balance Negative Reviews With Your Own Online Reviews Domain: Given that there will probably be instances when you’ll deal with a belligerent customer who cannot be pleased not matter what you do, the next best thing is to maintain your own online reviews domain on your website. There are a number of service providers with turnkey solutions that will enable you to do this, including Zuberance.

Secure Positive Reviews From Happy Customers: Sometimes all it takes is a request from a pleased customer to see a glowing review pop up on your website minutes later. “If you have a customer who is beside himself with glee over your service, you need to take advantage of that,” said Tucker. “Ask him to write a brief testimonial and then place it in on a special testimonial page on your site. You can link this page to your Google Maps page quite easily. Look for the ‘Link to this Page’ link that is found on the bottom right corner of your reviews page. Add the link to your testimonial page, and you’re done.”

Solicit Reviews From the Keyboard-Challenged: Customer Lobby, an online reviews service provider, includes a service that calls your customers, solicits their feedback over the phone and then transcribes the reviews to text for easy posting online. It also syndicates these reviews—as well as those it secures from people who know how to use keyboards—across the web, including on Facebook, Twitter, Bing, Google and Yelp.

Joe Dysart is an Internet speaker and business consultant based in Manhattan.
Voice: 646-233-4089.
E-mail: joe@joedysart.com
Web: www.joedysart.com

By Jason Catullo

	Utilizing the Online Media Center is an effective way to generate buzz for celebrity appearances at your booth.

As anticipation for the 2014 SEMA Show grows, reporters covering all segments of the industry begin a steady search for news from SEMA Show exhibitors. New product intros, updates to signature product lines, booth demonstrations, project-vehicle reveals and celebrity appearances are a few examples of the Show-related news circulating prior to the event.

Available to exhibitors of the 2014 SEMA Show, the Online Media Center at www.SEMAShow.com/press is an easy and effective way for companies to generate buzz for their participation in the upcoming Show, Tuesday–Friday, November 4–7.

Not only will outside sources use your releases to circulate news about the most prolific automotive gathering in the world, SEMA’s own editorial staff uses the releases in Show announcements and publications—including SEMA News, SEMA Show Daily, SEMA eNews. With the a direct line to thousands of trade professionals, the goal of the in-house publications is to highlight the exciting premieres and product ideas that you have planned for the 2014 Show. There is no charge to submit a release, and it will appear online for all reporters to access.

To learn more about the service, contact Monika Earle via e-mail at monikae@sema.org or by phone at 909-978-6722.

By Jason Catullo

	Utilizing the Online Media Center is an effective way to generate buzz for celebrity appearances at your booth.

As anticipation for the 2014 SEMA Show grows, reporters covering all segments of the industry begin a steady search for news from SEMA Show exhibitors. New product intros, updates to signature product lines, booth demonstrations, project-vehicle reveals and celebrity appearances are a few examples of the Show-related news circulating prior to the event.

Available to exhibitors of the 2014 SEMA Show, the Online Media Center at www.SEMAShow.com/press is an easy and effective way for companies to generate buzz for their participation in the upcoming Show, Tuesday–Friday, November 4–7.

Not only will outside sources use your releases to circulate news about the most prolific automotive gathering in the world, SEMA’s own editorial staff uses the releases in Show announcements and publications—including SEMA News, SEMA Show Daily, SEMA eNews. With the a direct line to thousands of trade professionals, the goal of the in-house publications is to highlight the exciting premieres and product ideas that you have planned for the 2014 Show. There is no charge to submit a release, and it will appear online for all reporters to access.

To learn more about the service, contact Monika Earle via e-mail at monikae@sema.org or by phone at 909-978-6722.

By Jason Catullo

	Utilizing the Online Media Center is an effective way to generate buzz for celebrity appearances at your booth.

As anticipation for the 2014 SEMA Show grows, reporters covering all segments of the industry begin a steady search for news from SEMA Show exhibitors. New product intros, updates to signature product lines, booth demonstrations, project-vehicle reveals and celebrity appearances are a few examples of the Show-related news circulating prior to the event.

Available to exhibitors of the 2014 SEMA Show, the Online Media Center at www.SEMAShow.com/press is an easy and effective way for companies to generate buzz for their participation in the upcoming Show, Tuesday–Friday, November 4–7.

Not only will outside sources use your releases to circulate news about the most prolific automotive gathering in the world, SEMA’s own editorial staff uses the releases in Show announcements and publications—including SEMA News, SEMA Show Daily, SEMA eNews. With the a direct line to thousands of trade professionals, the goal of the in-house publications is to highlight the exciting premieres and product ideas that you have planned for the 2014 Show. There is no charge to submit a release, and it will appear online for all reporters to access.

To learn more about the service, contact Monika Earle via e-mail at monikae@sema.org or by phone at 909-978-6722.