SEMA News—June 2014

INDUSTRY NEWS

Fast Facts

Wade Kawasaki was promoted from executive vice president to president and COO of the Coker Group. He will oversee all Coker Group brands and the six operating companies, including overall corporate infrastructure, strategic planning, acquisitions and business development. Based out of corporate headquarters in Chattanooga, Tennessee, Kawasaki will also travel to and maintain his office in the company’s new West Coast headquarters in City of Industry, California. Corky Coker will remain as CEO, and Kevin Loveday will continue as CFO, rounding out the executive team for the Coker Group. Coker Tire, Chattanooga, TN; 800-251-6336.

ESAB, a member of the Colfax group of companies, announced that Colfax Corp. has completed the acquisition of Victor Technologies Holdings Inc., a global manufacturer of cutting, gas-control and specialty-welding solutions. “The products, technology and expertise Victor brings to our portfolio, when combined with ESAB’s solutions, strengthens our value to customers globally,” said Ken Konopa, senior vice president of marketing and engineering for ESAB. “We anticipate a seamless integration experience for our customers, channel partners and associates.” ESAB, Florence, SC; 800-ESAB-123.

Warren Oil Co. Inc. announced the expansion of its plant in West Memphis, Arkansas. Warren Unilube Inc.—a new grease manufacturing and packaging plant at the location—has successfully completed trial runs and has begun full production. The plant is initially focusing on lithium, lithium complex, anhydrous calcium and calcium sulfonate greases. The new facility has an annual capacity of 10 million pounds, with the ability to expand with future demand. An estimated 50% of the plant capacity has been dedicated to private-label packaging, ensuring a high-quality product packaged exclusively for the customer.

Voxx Electronics Corp. has announced the winners of its Remote Start promotion, which ran from November 1, 2013, to February 28, 2014. The promotion included more than $35,000 in prizes, starting with a grand prize of a Klipsch Palladium P-39F home theater. The Midwest and East Coast had the largest number of entries. The grand prize winner of the Klipsch Palladium P-39F home theater—a $31,500 retail value—was Jared Cohen, Auto Action Group, Kenilworth, New Jersey. Second-place winner of a Klipsch Gallery G-28 home theater—a $2,949 retail value—was Mark McCormick, Micorp, Auburn, Massachusetts. Third-place winner of a Klipsch Gallery G-42 sound bar—a $699 retail value—was Tony Horton, Enormis Mobile Specialties, Erie, Pennsylvania. Voxx International Corp., Hauppauge, NY; 631-231-7750.

Wes and Vivian Rydell’s “Black Bow Tie” took home the Goodguys 2014 March Performance Street Rod d’Elegance award during the Goodguys 14th Meguiar’s Del Mar Nationals. The rare ’35 Chevy Standard Phaeton (one of 217 ever made) won the America’s Most Beautiful Roadster award in Pomona, California. Fabricated, assembled, finished, upholstered and painted a two-tone maroon and black by Rad Rides by Troy, the Phaeton got its start 12 years ago at Rydell’s Toy Shop in Grand Forks, North Dakota, under the craftsmanship of Doug Pederson. Working off a Foose Design, Pederson modified a Roadster Shop chassis and did a substantial metal work on the body before shipping the car to Rad Rides by Troy, where technicians spent nearly a year finishing the car in preparation for the 2014 show season.

James Hetfield, lead man of the band Metallica, has an ever-growing stable of custom cars that have won some of hot rodding’s biggest prizes. His latest effort, a coach-built custom he designed with partner Rick Dore, is his most powerful statement yet. Known as “Black Pearl,” Hetfield’s latest car won the Goodguys’ 2014 Mother’s Custom of the Year award during the Goodguys 32nd annual All American Get-Together. “Black Pearl” is completely scratch-built. It’s not any particular make or model. Its sculpted, handmade aluminum body is inspired by the teardrop contours and seamless body transitions of coach-built European and American cars of the ’30s. It rests on a custom-built chassis that utilizes the outer frame rails of a ’48 Jaguar. In addition to the Goodguys 2014 Mother’s Custom of the Year, Black Pearl won the Sam Barris award as well as the Custom d’Elegance at the Sacramento AutoRama.

Lund International Holding Co., a portfolio company of Highlander Partners L.P., has acquired all of the operating assets of AMP Research. Lund will continue to use the trademarked Powerstep, Bedstep, Bedstep2 and Bedxtender HD product names included in AMP’s Innovation in Motion product lines. The current Tustin, California, location will continue to be the primary manufacturing facility, and AMP’s current workforce will join the Lund International team. Lund International, Buford, GA; 678-804-3767.

Champion Oil has announced that Tsengeg Orkhon Co. Ltd. is its exclusive warehouse distributor in Mongolia. Tsengeg is a recognized leader in gold and silver mining as well as in the distribution of commercial and industrial lubricants. Champion products will be offered in various categories, such as motor oils, transmission and hydraulic fluids, coolants, diesel motor oils, differentials lubes, greases, power-steering and brake fluids and automotive chemicals and additives.

Andrew Winkler was recently promoted to North American sales manager for the turbo precleaner product line of Maradyne Corp.’s Turbo Filtration division. Winkler is responsible for managing sales of U.S. and Canadian distributors, dealers and OEMs for the line and its newly released Extended Performance Air Cleaner system. Winkler was the regional sales manager at Pow-R-Quik Starters, another division of Maradyne, for three years.

Fox Factory Holding Corp. has closed its previously announced asset purchase of Sport Truck USA. Fox acquired the assets of Sport Truck for approximately $43 million, including approximately $1 million of estimated closing adjustments. The transaction was financed with debt and includes a potential earn-out opportunity of up to a maximum of $29.3 million payable over the next three years, contingent upon the achievement of certain performance-based financial targets.

Roadwire Automotive Innovation announced that industry veteran John “JJ” Marsh was appointed the company’s new-business development manager. According to Roadwire Vice President Dave Edmondson, Marsh is responsible for growing the sales of Roadwire’s legacy products, including leather interiors, sunroofs and seat heaters, as well as the company’s national and international network of professional restylers and OEM customers. “We are excited to welcome John to Roadwire and its family of companies, Signature Automotive Products, Classic Soft Trim and Distinctive Industries,” said Edmondson. “John brings a wealth of industry knowledge and relationships that will play a pivotal role in Roadwire’s continued growth.” Roadwire, Santa Fe Springs, CA; 951-965-6390.

The Jeff Gordon Children’s Foundation’s treatment room at the Children’s Blood and Cancer Center, part of Dell Children’s Medical Center of Central Texas, was updated in April with an Axalta Racing theme. An action shot of the No. 24 pit crew graces a large wall of the treatment room from floor to ceiling. The picture epitomizes teamwork, energy and strength, and the cabinetry has elements that replicate the toolboxes of Gordon’s team. The funds to sponsor the room were raised by volunteers from the Austin Chapter of the Jeff Gordon Children’s Foundation Promise Circle, with a significant contribution made by the Austin office of CBRE Group Inc. Axalta Coating Systems, Glen Mills, PA; 855-7-AXALTA.

Rick Rollins has been appointed to the advisory board of Marx Group Advisors. He will also serve as the Marx Group Advisors’ vice president. Since starting his career in 1970, Rollins has worked in nearly every segment of the aftermarket, from the repair shop level to distribution to manufacturing. He is the founder and president of Rollins Performance Marketing LLC and is currently vice president and general manager of Crane Cams in Daytona Beach, Florida, and a former SEMA Chairman of the Board. He is also the owner of Filter Solutions Technologies LLC, a manufacturer of high-end performance fuel-filtration systems and filters under the FST Performance brand.

The “NBC Nightly News with Brian Williams” recently took its audience behind the scenes at B.R.A.K.E.S. (Be Responsible And Keep Everyone Safe) in its segment entitled “Making a Difference.” The two-and-a-half minute feature, available on www.putonthebrakes.org, includes a poignant interview with Doug Herbert, the veteran drag racer and B.R.A.K.E.S. founder, who explained how the fatal traffic accident that took the lives of his two young sons, Jon and James, inspired him to create the 501(c)(3) organization and the Teen Pro-Active Driving Schools, which have provided intensive driver training to more than 10,000 teenagers across the country since 2008.

QuickTrick Alignment has announced two high-powered industry partnerships with True High Performance Sales and BC Sales & Marketing. QuickTrick started as a garage-based business and has utilized many industry and state resources to build a global brand. True High Performance Sales, established in 1992, is owned and operated by Skeeter and Thomas Jourdan. Skeeter Jourdan has been involved as a SEMA manufacturers’ rep for more than 50 years. Thomas Jourdan currently serves as the chairman of the Manufacturers Representative Network. True High Performance Sales covers the Delta region of the United States. Bill Kendrick of BC Sales & Marketing Inc. became sole owner of the business in 1997 after partnering with Bob Christie until his retirement and buying his portion of the business. Kendrick’s son-in-law Brad Lane joined the team three years ago to help with the substantially growing business.

Innova Electronics Corp. has launched a new website (www.innova.com) featuring a new design that reflects the company’s commitment to the automotive diagnostic-tools market. The site now features product pages for its digital multimeters, electrical testers, mechanical testers, OBD1 tools and timing lights. Company information, technical support and manuals are also included on the site, in addition to repair information such as a diagnostic trouble-code library, tech tips, videos, pre-diagnosis worksheets, a glossary and a repair-shop and parts-store locator. The site also features information and access to RepairSolutions—a web-based service that was created to assist technicians of all levels in quickly diagnosing and repairing vehicles. Subscribers can view, save and e-mail the diagnostic data retrieved from a vehicle’s on-board computer(s) using an Innova diagnostic tool.

SEMA News—June 2014

INDUSTRY NEWS

Fast Facts

Wade Kawasaki was promoted from executive vice president to president and COO of the Coker Group. He will oversee all Coker Group brands and the six operating companies, including overall corporate infrastructure, strategic planning, acquisitions and business development. Based out of corporate headquarters in Chattanooga, Tennessee, Kawasaki will also travel to and maintain his office in the company’s new West Coast headquarters in City of Industry, California. Corky Coker will remain as CEO, and Kevin Loveday will continue as CFO, rounding out the executive team for the Coker Group. Coker Tire, Chattanooga, TN; 800-251-6336.

ESAB, a member of the Colfax group of companies, announced that Colfax Corp. has completed the acquisition of Victor Technologies Holdings Inc., a global manufacturer of cutting, gas-control and specialty-welding solutions. “The products, technology and expertise Victor brings to our portfolio, when combined with ESAB’s solutions, strengthens our value to customers globally,” said Ken Konopa, senior vice president of marketing and engineering for ESAB. “We anticipate a seamless integration experience for our customers, channel partners and associates.” ESAB, Florence, SC; 800-ESAB-123.

Warren Oil Co. Inc. announced the expansion of its plant in West Memphis, Arkansas. Warren Unilube Inc.—a new grease manufacturing and packaging plant at the location—has successfully completed trial runs and has begun full production. The plant is initially focusing on lithium, lithium complex, anhydrous calcium and calcium sulfonate greases. The new facility has an annual capacity of 10 million pounds, with the ability to expand with future demand. An estimated 50% of the plant capacity has been dedicated to private-label packaging, ensuring a high-quality product packaged exclusively for the customer.

Voxx Electronics Corp. has announced the winners of its Remote Start promotion, which ran from November 1, 2013, to February 28, 2014. The promotion included more than $35,000 in prizes, starting with a grand prize of a Klipsch Palladium P-39F home theater. The Midwest and East Coast had the largest number of entries. The grand prize winner of the Klipsch Palladium P-39F home theater—a $31,500 retail value—was Jared Cohen, Auto Action Group, Kenilworth, New Jersey. Second-place winner of a Klipsch Gallery G-28 home theater—a $2,949 retail value—was Mark McCormick, Micorp, Auburn, Massachusetts. Third-place winner of a Klipsch Gallery G-42 sound bar—a $699 retail value—was Tony Horton, Enormis Mobile Specialties, Erie, Pennsylvania. Voxx International Corp., Hauppauge, NY; 631-231-7750.

Wes and Vivian Rydell’s “Black Bow Tie” took home the Goodguys 2014 March Performance Street Rod d’Elegance award during the Goodguys 14th Meguiar’s Del Mar Nationals. The rare ’35 Chevy Standard Phaeton (one of 217 ever made) won the America’s Most Beautiful Roadster award in Pomona, California. Fabricated, assembled, finished, upholstered and painted a two-tone maroon and black by Rad Rides by Troy, the Phaeton got its start 12 years ago at Rydell’s Toy Shop in Grand Forks, North Dakota, under the craftsmanship of Doug Pederson. Working off a Foose Design, Pederson modified a Roadster Shop chassis and did a substantial metal work on the body before shipping the car to Rad Rides by Troy, where technicians spent nearly a year finishing the car in preparation for the 2014 show season.

James Hetfield, lead man of the band Metallica, has an ever-growing stable of custom cars that have won some of hot rodding’s biggest prizes. His latest effort, a coach-built custom he designed with partner Rick Dore, is his most powerful statement yet. Known as “Black Pearl,” Hetfield’s latest car won the Goodguys’ 2014 Mother’s Custom of the Year award during the Goodguys 32nd annual All American Get-Together. “Black Pearl” is completely scratch-built. It’s not any particular make or model. Its sculpted, handmade aluminum body is inspired by the teardrop contours and seamless body transitions of coach-built European and American cars of the ’30s. It rests on a custom-built chassis that utilizes the outer frame rails of a ’48 Jaguar. In addition to the Goodguys 2014 Mother’s Custom of the Year, Black Pearl won the Sam Barris award as well as the Custom d’Elegance at the Sacramento AutoRama.

Lund International Holding Co., a portfolio company of Highlander Partners L.P., has acquired all of the operating assets of AMP Research. Lund will continue to use the trademarked Powerstep, Bedstep, Bedstep2 and Bedxtender HD product names included in AMP’s Innovation in Motion product lines. The current Tustin, California, location will continue to be the primary manufacturing facility, and AMP’s current workforce will join the Lund International team. Lund International, Buford, GA; 678-804-3767.

Champion Oil has announced that Tsengeg Orkhon Co. Ltd. is its exclusive warehouse distributor in Mongolia. Tsengeg is a recognized leader in gold and silver mining as well as in the distribution of commercial and industrial lubricants. Champion products will be offered in various categories, such as motor oils, transmission and hydraulic fluids, coolants, diesel motor oils, differentials lubes, greases, power-steering and brake fluids and automotive chemicals and additives.

Andrew Winkler was recently promoted to North American sales manager for the turbo precleaner product line of Maradyne Corp.’s Turbo Filtration division. Winkler is responsible for managing sales of U.S. and Canadian distributors, dealers and OEMs for the line and its newly released Extended Performance Air Cleaner system. Winkler was the regional sales manager at Pow-R-Quik Starters, another division of Maradyne, for three years.

Fox Factory Holding Corp. has closed its previously announced asset purchase of Sport Truck USA. Fox acquired the assets of Sport Truck for approximately $43 million, including approximately $1 million of estimated closing adjustments. The transaction was financed with debt and includes a potential earn-out opportunity of up to a maximum of $29.3 million payable over the next three years, contingent upon the achievement of certain performance-based financial targets.

Roadwire Automotive Innovation announced that industry veteran John “JJ” Marsh was appointed the company’s new-business development manager. According to Roadwire Vice President Dave Edmondson, Marsh is responsible for growing the sales of Roadwire’s legacy products, including leather interiors, sunroofs and seat heaters, as well as the company’s national and international network of professional restylers and OEM customers. “We are excited to welcome John to Roadwire and its family of companies, Signature Automotive Products, Classic Soft Trim and Distinctive Industries,” said Edmondson. “John brings a wealth of industry knowledge and relationships that will play a pivotal role in Roadwire’s continued growth.” Roadwire, Santa Fe Springs, CA; 951-965-6390.

The Jeff Gordon Children’s Foundation’s treatment room at the Children’s Blood and Cancer Center, part of Dell Children’s Medical Center of Central Texas, was updated in April with an Axalta Racing theme. An action shot of the No. 24 pit crew graces a large wall of the treatment room from floor to ceiling. The picture epitomizes teamwork, energy and strength, and the cabinetry has elements that replicate the toolboxes of Gordon’s team. The funds to sponsor the room were raised by volunteers from the Austin Chapter of the Jeff Gordon Children’s Foundation Promise Circle, with a significant contribution made by the Austin office of CBRE Group Inc. Axalta Coating Systems, Glen Mills, PA; 855-7-AXALTA.

Rick Rollins has been appointed to the advisory board of Marx Group Advisors. He will also serve as the Marx Group Advisors’ vice president. Since starting his career in 1970, Rollins has worked in nearly every segment of the aftermarket, from the repair shop level to distribution to manufacturing. He is the founder and president of Rollins Performance Marketing LLC and is currently vice president and general manager of Crane Cams in Daytona Beach, Florida, and a former SEMA Chairman of the Board. He is also the owner of Filter Solutions Technologies LLC, a manufacturer of high-end performance fuel-filtration systems and filters under the FST Performance brand.

The “NBC Nightly News with Brian Williams” recently took its audience behind the scenes at B.R.A.K.E.S. (Be Responsible And Keep Everyone Safe) in its segment entitled “Making a Difference.” The two-and-a-half minute feature, available on www.putonthebrakes.org, includes a poignant interview with Doug Herbert, the veteran drag racer and B.R.A.K.E.S. founder, who explained how the fatal traffic accident that took the lives of his two young sons, Jon and James, inspired him to create the 501(c)(3) organization and the Teen Pro-Active Driving Schools, which have provided intensive driver training to more than 10,000 teenagers across the country since 2008.

QuickTrick Alignment has announced two high-powered industry partnerships with True High Performance Sales and BC Sales & Marketing. QuickTrick started as a garage-based business and has utilized many industry and state resources to build a global brand. True High Performance Sales, established in 1992, is owned and operated by Skeeter and Thomas Jourdan. Skeeter Jourdan has been involved as a SEMA manufacturers’ rep for more than 50 years. Thomas Jourdan currently serves as the chairman of the Manufacturers Representative Network. True High Performance Sales covers the Delta region of the United States. Bill Kendrick of BC Sales & Marketing Inc. became sole owner of the business in 1997 after partnering with Bob Christie until his retirement and buying his portion of the business. Kendrick’s son-in-law Brad Lane joined the team three years ago to help with the substantially growing business.

Innova Electronics Corp. has launched a new website (www.innova.com) featuring a new design that reflects the company’s commitment to the automotive diagnostic-tools market. The site now features product pages for its digital multimeters, electrical testers, mechanical testers, OBD1 tools and timing lights. Company information, technical support and manuals are also included on the site, in addition to repair information such as a diagnostic trouble-code library, tech tips, videos, pre-diagnosis worksheets, a glossary and a repair-shop and parts-store locator. The site also features information and access to RepairSolutions—a web-based service that was created to assist technicians of all levels in quickly diagnosing and repairing vehicles. Subscribers can view, save and e-mail the diagnostic data retrieved from a vehicle’s on-board computer(s) using an Innova diagnostic tool.

SEMA News—June 2014

INDUSTRY NEWS

Fast Facts

Wade Kawasaki was promoted from executive vice president to president and COO of the Coker Group. He will oversee all Coker Group brands and the six operating companies, including overall corporate infrastructure, strategic planning, acquisitions and business development. Based out of corporate headquarters in Chattanooga, Tennessee, Kawasaki will also travel to and maintain his office in the company’s new West Coast headquarters in City of Industry, California. Corky Coker will remain as CEO, and Kevin Loveday will continue as CFO, rounding out the executive team for the Coker Group. Coker Tire, Chattanooga, TN; 800-251-6336.

ESAB, a member of the Colfax group of companies, announced that Colfax Corp. has completed the acquisition of Victor Technologies Holdings Inc., a global manufacturer of cutting, gas-control and specialty-welding solutions. “The products, technology and expertise Victor brings to our portfolio, when combined with ESAB’s solutions, strengthens our value to customers globally,” said Ken Konopa, senior vice president of marketing and engineering for ESAB. “We anticipate a seamless integration experience for our customers, channel partners and associates.” ESAB, Florence, SC; 800-ESAB-123.

Warren Oil Co. Inc. announced the expansion of its plant in West Memphis, Arkansas. Warren Unilube Inc.—a new grease manufacturing and packaging plant at the location—has successfully completed trial runs and has begun full production. The plant is initially focusing on lithium, lithium complex, anhydrous calcium and calcium sulfonate greases. The new facility has an annual capacity of 10 million pounds, with the ability to expand with future demand. An estimated 50% of the plant capacity has been dedicated to private-label packaging, ensuring a high-quality product packaged exclusively for the customer.

Voxx Electronics Corp. has announced the winners of its Remote Start promotion, which ran from November 1, 2013, to February 28, 2014. The promotion included more than $35,000 in prizes, starting with a grand prize of a Klipsch Palladium P-39F home theater. The Midwest and East Coast had the largest number of entries. The grand prize winner of the Klipsch Palladium P-39F home theater—a $31,500 retail value—was Jared Cohen, Auto Action Group, Kenilworth, New Jersey. Second-place winner of a Klipsch Gallery G-28 home theater—a $2,949 retail value—was Mark McCormick, Micorp, Auburn, Massachusetts. Third-place winner of a Klipsch Gallery G-42 sound bar—a $699 retail value—was Tony Horton, Enormis Mobile Specialties, Erie, Pennsylvania. Voxx International Corp., Hauppauge, NY; 631-231-7750.

Wes and Vivian Rydell’s “Black Bow Tie” took home the Goodguys 2014 March Performance Street Rod d’Elegance award during the Goodguys 14th Meguiar’s Del Mar Nationals. The rare ’35 Chevy Standard Phaeton (one of 217 ever made) won the America’s Most Beautiful Roadster award in Pomona, California. Fabricated, assembled, finished, upholstered and painted a two-tone maroon and black by Rad Rides by Troy, the Phaeton got its start 12 years ago at Rydell’s Toy Shop in Grand Forks, North Dakota, under the craftsmanship of Doug Pederson. Working off a Foose Design, Pederson modified a Roadster Shop chassis and did a substantial metal work on the body before shipping the car to Rad Rides by Troy, where technicians spent nearly a year finishing the car in preparation for the 2014 show season.

James Hetfield, lead man of the band Metallica, has an ever-growing stable of custom cars that have won some of hot rodding’s biggest prizes. His latest effort, a coach-built custom he designed with partner Rick Dore, is his most powerful statement yet. Known as “Black Pearl,” Hetfield’s latest car won the Goodguys’ 2014 Mother’s Custom of the Year award during the Goodguys 32nd annual All American Get-Together. “Black Pearl” is completely scratch-built. It’s not any particular make or model. Its sculpted, handmade aluminum body is inspired by the teardrop contours and seamless body transitions of coach-built European and American cars of the ’30s. It rests on a custom-built chassis that utilizes the outer frame rails of a ’48 Jaguar. In addition to the Goodguys 2014 Mother’s Custom of the Year, Black Pearl won the Sam Barris award as well as the Custom d’Elegance at the Sacramento AutoRama.

Lund International Holding Co., a portfolio company of Highlander Partners L.P., has acquired all of the operating assets of AMP Research. Lund will continue to use the trademarked Powerstep, Bedstep, Bedstep2 and Bedxtender HD product names included in AMP’s Innovation in Motion product lines. The current Tustin, California, location will continue to be the primary manufacturing facility, and AMP’s current workforce will join the Lund International team. Lund International, Buford, GA; 678-804-3767.

Champion Oil has announced that Tsengeg Orkhon Co. Ltd. is its exclusive warehouse distributor in Mongolia. Tsengeg is a recognized leader in gold and silver mining as well as in the distribution of commercial and industrial lubricants. Champion products will be offered in various categories, such as motor oils, transmission and hydraulic fluids, coolants, diesel motor oils, differentials lubes, greases, power-steering and brake fluids and automotive chemicals and additives.

Andrew Winkler was recently promoted to North American sales manager for the turbo precleaner product line of Maradyne Corp.’s Turbo Filtration division. Winkler is responsible for managing sales of U.S. and Canadian distributors, dealers and OEMs for the line and its newly released Extended Performance Air Cleaner system. Winkler was the regional sales manager at Pow-R-Quik Starters, another division of Maradyne, for three years.

Fox Factory Holding Corp. has closed its previously announced asset purchase of Sport Truck USA. Fox acquired the assets of Sport Truck for approximately $43 million, including approximately $1 million of estimated closing adjustments. The transaction was financed with debt and includes a potential earn-out opportunity of up to a maximum of $29.3 million payable over the next three years, contingent upon the achievement of certain performance-based financial targets.

Roadwire Automotive Innovation announced that industry veteran John “JJ” Marsh was appointed the company’s new-business development manager. According to Roadwire Vice President Dave Edmondson, Marsh is responsible for growing the sales of Roadwire’s legacy products, including leather interiors, sunroofs and seat heaters, as well as the company’s national and international network of professional restylers and OEM customers. “We are excited to welcome John to Roadwire and its family of companies, Signature Automotive Products, Classic Soft Trim and Distinctive Industries,” said Edmondson. “John brings a wealth of industry knowledge and relationships that will play a pivotal role in Roadwire’s continued growth.” Roadwire, Santa Fe Springs, CA; 951-965-6390.

The Jeff Gordon Children’s Foundation’s treatment room at the Children’s Blood and Cancer Center, part of Dell Children’s Medical Center of Central Texas, was updated in April with an Axalta Racing theme. An action shot of the No. 24 pit crew graces a large wall of the treatment room from floor to ceiling. The picture epitomizes teamwork, energy and strength, and the cabinetry has elements that replicate the toolboxes of Gordon’s team. The funds to sponsor the room were raised by volunteers from the Austin Chapter of the Jeff Gordon Children’s Foundation Promise Circle, with a significant contribution made by the Austin office of CBRE Group Inc. Axalta Coating Systems, Glen Mills, PA; 855-7-AXALTA.

Rick Rollins has been appointed to the advisory board of Marx Group Advisors. He will also serve as the Marx Group Advisors’ vice president. Since starting his career in 1970, Rollins has worked in nearly every segment of the aftermarket, from the repair shop level to distribution to manufacturing. He is the founder and president of Rollins Performance Marketing LLC and is currently vice president and general manager of Crane Cams in Daytona Beach, Florida, and a former SEMA Chairman of the Board. He is also the owner of Filter Solutions Technologies LLC, a manufacturer of high-end performance fuel-filtration systems and filters under the FST Performance brand.

The “NBC Nightly News with Brian Williams” recently took its audience behind the scenes at B.R.A.K.E.S. (Be Responsible And Keep Everyone Safe) in its segment entitled “Making a Difference.” The two-and-a-half minute feature, available on www.putonthebrakes.org, includes a poignant interview with Doug Herbert, the veteran drag racer and B.R.A.K.E.S. founder, who explained how the fatal traffic accident that took the lives of his two young sons, Jon and James, inspired him to create the 501(c)(3) organization and the Teen Pro-Active Driving Schools, which have provided intensive driver training to more than 10,000 teenagers across the country since 2008.

QuickTrick Alignment has announced two high-powered industry partnerships with True High Performance Sales and BC Sales & Marketing. QuickTrick started as a garage-based business and has utilized many industry and state resources to build a global brand. True High Performance Sales, established in 1992, is owned and operated by Skeeter and Thomas Jourdan. Skeeter Jourdan has been involved as a SEMA manufacturers’ rep for more than 50 years. Thomas Jourdan currently serves as the chairman of the Manufacturers Representative Network. True High Performance Sales covers the Delta region of the United States. Bill Kendrick of BC Sales & Marketing Inc. became sole owner of the business in 1997 after partnering with Bob Christie until his retirement and buying his portion of the business. Kendrick’s son-in-law Brad Lane joined the team three years ago to help with the substantially growing business.

Innova Electronics Corp. has launched a new website (www.innova.com) featuring a new design that reflects the company’s commitment to the automotive diagnostic-tools market. The site now features product pages for its digital multimeters, electrical testers, mechanical testers, OBD1 tools and timing lights. Company information, technical support and manuals are also included on the site, in addition to repair information such as a diagnostic trouble-code library, tech tips, videos, pre-diagnosis worksheets, a glossary and a repair-shop and parts-store locator. The site also features information and access to RepairSolutions—a web-based service that was created to assist technicians of all levels in quickly diagnosing and repairing vehicles. Subscribers can view, save and e-mail the diagnostic data retrieved from a vehicle’s on-board computer(s) using an Innova diagnostic tool.

SEMA News—June 2014

MOBILE ELECTRONICS
By Steve Campbell

Connectivity Is the Word

Integrating Wireless Technology Holds Boundless Potential

“Over the last several years, the biggest trend in car electronics has been the integration of the smartphone and everything that comes with it, meaning the whole theme of connectivity,” said Ted Cardenas, vice president of marketing for the car electronics division of Pioneer Electronics USA Inc. “Consumers bring these devices everywhere in their lives, so the opportunity for mobile-electronics manufacturers and retailers is to make the experience better, safer and more convenient for consumers.”

Car audio has gone through revolutionary changes, Cardenas said, ranging from high-power amplifiers and subwoofers to CDs and MP3s and on to satellite radio. Now electronics manufacturers have embraced streamed content and all-encompassing head units. For instance, Pioneer’s AVIC-8000NEX unit features a 7-in. capacitive screen, networked navigation, smartphone interface, expanded Bluetooth capabilities, Pandora Internet radio, SiriusXM satellite radio capability, HD radio technology, the most advanced current audio playback formats, dual camera inputs and more.

Even so, broadcast audio remains the dominant source users listen to while in their vehicles, said Melvin Lee, vice president of business development for Adori Labs Inc.

“Drivers average more than two hours per day in their cars, and they listen to broadcast radio about 68% of that time,” he said. “They listen to current and local news and weather, discover new music and enjoy the unpredictability of the programming. It’s also simply convenient, since there’s no setup time for streaming and changing stations is fast and simple.”

Adori Labs has made broadcast audio even more interactive and controllable with its licensed IP that provides DVR-like functions to any audio source, whether in a vehicle or in a home. Users can pause live radio, then play, rewind and fast-forward recorded content as desired. Adori features can be controlled on the radio, through an infrared remote control or using an Android smartphone app. The interfaces offer simple full-band radio tuning and capture to a non-removable/non-transferrable memory.

Many manufacturers have developed modules that similarly enhance factory systems that already exist in both new and used cars. For example, the Car Connection Pro from Voxx Electronics Corp. plugs into a vehicle’s OBDII port and provides GPS tracking of the vehicle from a smartphone or tablet. It also serves as a controller for keyless entry, remote-start systems and climate controls, and it can monitor vehicle functions such as hard braking, sharp turns, hard acceleration and other extreme driving. In addition, the unit provides quick access to the vehicle’s diagnostic information, including issues that may trigger the “check engine” light.

Kicker, another top mobile-electronics brand and a leading producer of amplifiers and speakers, recently introduced an amplified controller called PXi50.2 that can be used to drive two or four speakers at 25 watts per channel. Kevin Campbell, the company’s director of marketing, said that the controller connects to the user’s iPhone, iPod or tablet. It can be used in any vehicle from a motorcycle to a boat, and it allows builders of vintage vehicles to retain the original radio while also providing a means to stream in content from Apple products.

“Consumers may now have their own personal tablets integrated in their vehicles,” he said. “Our SmartLogic tablet/DVD system has built-in Wi-Fi, so if a user has a mobile hotspot, he is able to stream digital media from the cloud or download the media to the device and watch it anytime. We designed the system so that the user is able to watch Netflix or Hulu and stream movies or TV shows as well as watch DVDs on an Android tablet. Also, the tablet can be updated, and because of the state-of-the-art docking station that holds the SmartLogic tablet/DVD system in the headrest, the user is able to slide the tablet out of the dock and use it anywhere.”

Tom Malone, president of Voxx Electronics Corp., said that his company has also developed rear-seat video products that include streaming capabilities. He said that the traditional headrest or drop-down DVD business is changing as everyone from grammar-school students on up is bringing smartphones or tablets into cars.

“We’re developing Android-based rear-seat entertainment products that you can connect to your phone to bring content into your headrest system,” Malone said. “So now it’s not a DVD player by itself anymore, and it may not be a DVD player at all. It may be two Android-based screens that are essentially embedded tablets. The rear-seat entertainment market has declined because there hasn’t been a lot of innovation, but we believe that Android conversion will re-stimulate that market.”

Kicker has seen a similar flattening in the amplifier and subwoofer segment. While people will never stop loving music, Campbell said, their priorities have changed.

“Suppliers like us have to pay attention to those market shifts, and we need to change with them,” he said. “We still design and sell more subwoofers than anyone in the world, but a lot of our focus lately has been on creating accurate and satisfying bass with shallow-mount drivers that don’t take up the kind of space they used to.”

“Consumers like the idea of having a system that is better than premium but doesn’t weigh down the car,” Campbell said. “We reverse engineered each vehicle out of the audio system and used molded enclosures that were designed to fit into spaces in the vehicle that normally are not used for storage. On ’05–current Mustang hardtops, for example, the powered subwoofer that we offer fits snugly in the right rear quarter panel, and we make a powered sub enclosure that fits comfortably under the back seat for fullsize crew-cab pickups. Each of these systems has been designed with digital signal processing and a laptop program that enables us to fine-tune it, talk to the amplifier and really satisfy the customer.”

Malone said that much of mobile electronics has become “solution selling,” which is a Voxx Electronics focus. Consumers want to be able to use their phones or tablets to perform set tasks, and it is up to retailers to have solutions for them.

“A lot of it is about integrating products that they already have into their existing system,” he said. “Say you bought a new car that has a touchscreen but doesn’t have navigation. You could take the head unit out completely and put a nav system in, or you can install a ‘black box’ that will bring nav up to your screen in your existing OE radio and still be able to use its touchscreen capabilities. It’s a less costly solution for the consumer, and it maintains the factory OE fit.”

“Some of this new technology will allow you to put that content onto your larger OE screen,” he said. “It’s just another method of integrating technology into the vehicle using a device you already have.”

Navigation itself has evolved significantly. Maps were first contained on CD-ROMs, then DVDs, then hard drives and flash memory. Now there are systems that are completely cloud-based and can be updated on the fly.

“Pioneer and other manufacturers are leveraging those options,” Cardenas said. “We’re storing map data for the continental United States, Alaska, Hawaii and parts of Mexico and Canada on the device, but we’re enhancing it with information that comes from the cloud, such as points of interest. On a traditionally based navigation system, that data would be hard set until you bought a new update. Now we can add and update data such as traffic and weather information in real time.”

In the relatively near future, vehicle-to-vehicle (V2V) and vehicle-to-infrastructure (V2I) connectivity will also become more prevalent in mobile electronics, both from the automakers and from specialty-equipment companies. Lee said that social networking, situational awareness and emergency-vehicle awareness are among the V2V innovations in development, and V2I solutions may include broadband connectivity for telematics, passenger entertainment, interactive marketing, interactive points of interest and more.

On the other hand, Lawrence said that Vizualogic will soon release software that will allow peer-to-peer connections between multiple tablets using Wi-Fi or USB/ethernet.

“This type of connectivity means that all devices in the vehicle will be able to communicate with each other,” he explained. “With this feature, anyone will be able to stream our SmartLogic tablet/DVD system from inside the vehicle. We are also currently working on a project that will allow gaming from car to car or even real-time face-to-face talking from car to car.”

Mobile electronics technicians and installers are also changing the way they do business. They must now become much more familiar with each car’s entire electronics system, since so many components are interconnected and can affect each other’s operation.

“They’re interfacing with the data bus systems in the vehicle, so from a manufacturer’s standpoint, products are harder to develop,” Malone said. “You need good skilled technicians to install them and have a working understanding of the vehicle architecture. There are many different solutions and modules, and that can create an inventory challenge. It’s a marketing challenge, because most consumers really don’t know about all these different modules and what they can do.”

Cardenas pointed out that the number-one question for retailers from consumers traditionally was what products fit their specific vehicles, but now customers have an iPhone 5S or a Galaxy S4 and expect retailers to be experts in the connectivity and compatibility options of their specific smartphones.

“Retailers have an opportunity to become experts in that field and develop a real advantage over their competitors by knowing and keeping abreast of what products and what manufacturers are supporting the latest smartphones and how they can help the consumer integrate that smartphone into their vehicle,” he said. “In addition to the physical challenges—what fits a given dashboard—the electrical interfaces that have emerged over the last 10 years become more complex every year. There are now a variety of proprietary bus systems, and the ECU expects the radio to talk back in some of the latest vehicles.”

“It’s not so much about having the right brands as making sure that their own store is the right brand,” he said. “The basis behind promoting their brand—the store—is their service and their support to consumers. The savvy aftermarket 12V specialists who are making a living in this industry have never lost sight of that. They promote their store, their service and their knowledge. That’s what separates them from the big-box movers that can’t promote much more than price and convenience. They can’t offer expertise.”

Another major hurdle will be getting end consumers to accept changes in technology, Lawrence said.

“With cloud media taking over, they will need to accept not having the standard media that has been used for years,” he said. “Eventually, all digital media will be in the cloud, so mobile-electronics retailers and installers need to be aware of all the advantages Android can offer. With Android, there is no need for large gaming systems to be installed in the vehicle. You have thousands of games that can be downloaded right on the device, and being able to connect over Wi-Fi is a huge plus.”

Smartphone integration also means potential markets that are far larger than can be expected from traditional components.

“When we talk about the introduction of a new smartphone product—an iPhone, a Samsung, an LG, an HDC—you’re talking about numbers like 5 million, 10 million, 15 million handsets being sold in a very short period,” said Cardenas. “We have traditionally looked at CD players, DVD players and navigation systems with a total market size of several million units a year in the United States, but the potential is massive when we start attaching to 50 million to 125 million consumers with smartphones, and helping consumers integrate those devices into their vehicles is a huge opportunity.”

The key, said each of the experts we spoke with, is to not only keep up with the trends but also to master wireless integration.

“Salespeople today need to be perceived as automotive technology specialists who provide a welcoming environment, who are trained and knowledgeable and who give the consumer confidence that they understand each vehicle and understand that there are good solutions for each of them,” Malone said. “It is critical that you engage customers with someone who provides a very positive experience that will bring them back for future solutions.”

SEMA News—June 2014

MOBILE ELECTRONICS
By Steve Campbell

Connectivity Is the Word

Integrating Wireless Technology Holds Boundless Potential

“Over the last several years, the biggest trend in car electronics has been the integration of the smartphone and everything that comes with it, meaning the whole theme of connectivity,” said Ted Cardenas, vice president of marketing for the car electronics division of Pioneer Electronics USA Inc. “Consumers bring these devices everywhere in their lives, so the opportunity for mobile-electronics manufacturers and retailers is to make the experience better, safer and more convenient for consumers.”

Car audio has gone through revolutionary changes, Cardenas said, ranging from high-power amplifiers and subwoofers to CDs and MP3s and on to satellite radio. Now electronics manufacturers have embraced streamed content and all-encompassing head units. For instance, Pioneer’s AVIC-8000NEX unit features a 7-in. capacitive screen, networked navigation, smartphone interface, expanded Bluetooth capabilities, Pandora Internet radio, SiriusXM satellite radio capability, HD radio technology, the most advanced current audio playback formats, dual camera inputs and more.

Even so, broadcast audio remains the dominant source users listen to while in their vehicles, said Melvin Lee, vice president of business development for Adori Labs Inc.

“Drivers average more than two hours per day in their cars, and they listen to broadcast radio about 68% of that time,” he said. “They listen to current and local news and weather, discover new music and enjoy the unpredictability of the programming. It’s also simply convenient, since there’s no setup time for streaming and changing stations is fast and simple.”

Adori Labs has made broadcast audio even more interactive and controllable with its licensed IP that provides DVR-like functions to any audio source, whether in a vehicle or in a home. Users can pause live radio, then play, rewind and fast-forward recorded content as desired. Adori features can be controlled on the radio, through an infrared remote control or using an Android smartphone app. The interfaces offer simple full-band radio tuning and capture to a non-removable/non-transferrable memory.

Many manufacturers have developed modules that similarly enhance factory systems that already exist in both new and used cars. For example, the Car Connection Pro from Voxx Electronics Corp. plugs into a vehicle’s OBDII port and provides GPS tracking of the vehicle from a smartphone or tablet. It also serves as a controller for keyless entry, remote-start systems and climate controls, and it can monitor vehicle functions such as hard braking, sharp turns, hard acceleration and other extreme driving. In addition, the unit provides quick access to the vehicle’s diagnostic information, including issues that may trigger the “check engine” light.

Kicker, another top mobile-electronics brand and a leading producer of amplifiers and speakers, recently introduced an amplified controller called PXi50.2 that can be used to drive two or four speakers at 25 watts per channel. Kevin Campbell, the company’s director of marketing, said that the controller connects to the user’s iPhone, iPod or tablet. It can be used in any vehicle from a motorcycle to a boat, and it allows builders of vintage vehicles to retain the original radio while also providing a means to stream in content from Apple products.

“Consumers may now have their own personal tablets integrated in their vehicles,” he said. “Our SmartLogic tablet/DVD system has built-in Wi-Fi, so if a user has a mobile hotspot, he is able to stream digital media from the cloud or download the media to the device and watch it anytime. We designed the system so that the user is able to watch Netflix or Hulu and stream movies or TV shows as well as watch DVDs on an Android tablet. Also, the tablet can be updated, and because of the state-of-the-art docking station that holds the SmartLogic tablet/DVD system in the headrest, the user is able to slide the tablet out of the dock and use it anywhere.”

Tom Malone, president of Voxx Electronics Corp., said that his company has also developed rear-seat video products that include streaming capabilities. He said that the traditional headrest or drop-down DVD business is changing as everyone from grammar-school students on up is bringing smartphones or tablets into cars.

“We’re developing Android-based rear-seat entertainment products that you can connect to your phone to bring content into your headrest system,” Malone said. “So now it’s not a DVD player by itself anymore, and it may not be a DVD player at all. It may be two Android-based screens that are essentially embedded tablets. The rear-seat entertainment market has declined because there hasn’t been a lot of innovation, but we believe that Android conversion will re-stimulate that market.”

Kicker has seen a similar flattening in the amplifier and subwoofer segment. While people will never stop loving music, Campbell said, their priorities have changed.

“Suppliers like us have to pay attention to those market shifts, and we need to change with them,” he said. “We still design and sell more subwoofers than anyone in the world, but a lot of our focus lately has been on creating accurate and satisfying bass with shallow-mount drivers that don’t take up the kind of space they used to.”

“Consumers like the idea of having a system that is better than premium but doesn’t weigh down the car,” Campbell said. “We reverse engineered each vehicle out of the audio system and used molded enclosures that were designed to fit into spaces in the vehicle that normally are not used for storage. On ’05–current Mustang hardtops, for example, the powered subwoofer that we offer fits snugly in the right rear quarter panel, and we make a powered sub enclosure that fits comfortably under the back seat for fullsize crew-cab pickups. Each of these systems has been designed with digital signal processing and a laptop program that enables us to fine-tune it, talk to the amplifier and really satisfy the customer.”

Malone said that much of mobile electronics has become “solution selling,” which is a Voxx Electronics focus. Consumers want to be able to use their phones or tablets to perform set tasks, and it is up to retailers to have solutions for them.

“A lot of it is about integrating products that they already have into their existing system,” he said. “Say you bought a new car that has a touchscreen but doesn’t have navigation. You could take the head unit out completely and put a nav system in, or you can install a ‘black box’ that will bring nav up to your screen in your existing OE radio and still be able to use its touchscreen capabilities. It’s a less costly solution for the consumer, and it maintains the factory OE fit.”

“Some of this new technology will allow you to put that content onto your larger OE screen,” he said. “It’s just another method of integrating technology into the vehicle using a device you already have.”

Navigation itself has evolved significantly. Maps were first contained on CD-ROMs, then DVDs, then hard drives and flash memory. Now there are systems that are completely cloud-based and can be updated on the fly.

“Pioneer and other manufacturers are leveraging those options,” Cardenas said. “We’re storing map data for the continental United States, Alaska, Hawaii and parts of Mexico and Canada on the device, but we’re enhancing it with information that comes from the cloud, such as points of interest. On a traditionally based navigation system, that data would be hard set until you bought a new update. Now we can add and update data such as traffic and weather information in real time.”

In the relatively near future, vehicle-to-vehicle (V2V) and vehicle-to-infrastructure (V2I) connectivity will also become more prevalent in mobile electronics, both from the automakers and from specialty-equipment companies. Lee said that social networking, situational awareness and emergency-vehicle awareness are among the V2V innovations in development, and V2I solutions may include broadband connectivity for telematics, passenger entertainment, interactive marketing, interactive points of interest and more.

On the other hand, Lawrence said that Vizualogic will soon release software that will allow peer-to-peer connections between multiple tablets using Wi-Fi or USB/ethernet.

“This type of connectivity means that all devices in the vehicle will be able to communicate with each other,” he explained. “With this feature, anyone will be able to stream our SmartLogic tablet/DVD system from inside the vehicle. We are also currently working on a project that will allow gaming from car to car or even real-time face-to-face talking from car to car.”

Mobile electronics technicians and installers are also changing the way they do business. They must now become much more familiar with each car’s entire electronics system, since so many components are interconnected and can affect each other’s operation.

“They’re interfacing with the data bus systems in the vehicle, so from a manufacturer’s standpoint, products are harder to develop,” Malone said. “You need good skilled technicians to install them and have a working understanding of the vehicle architecture. There are many different solutions and modules, and that can create an inventory challenge. It’s a marketing challenge, because most consumers really don’t know about all these different modules and what they can do.”

Cardenas pointed out that the number-one question for retailers from consumers traditionally was what products fit their specific vehicles, but now customers have an iPhone 5S or a Galaxy S4 and expect retailers to be experts in the connectivity and compatibility options of their specific smartphones.

“Retailers have an opportunity to become experts in that field and develop a real advantage over their competitors by knowing and keeping abreast of what products and what manufacturers are supporting the latest smartphones and how they can help the consumer integrate that smartphone into their vehicle,” he said. “In addition to the physical challenges—what fits a given dashboard—the electrical interfaces that have emerged over the last 10 years become more complex every year. There are now a variety of proprietary bus systems, and the ECU expects the radio to talk back in some of the latest vehicles.”

“It’s not so much about having the right brands as making sure that their own store is the right brand,” he said. “The basis behind promoting their brand—the store—is their service and their support to consumers. The savvy aftermarket 12V specialists who are making a living in this industry have never lost sight of that. They promote their store, their service and their knowledge. That’s what separates them from the big-box movers that can’t promote much more than price and convenience. They can’t offer expertise.”

Another major hurdle will be getting end consumers to accept changes in technology, Lawrence said.

“With cloud media taking over, they will need to accept not having the standard media that has been used for years,” he said. “Eventually, all digital media will be in the cloud, so mobile-electronics retailers and installers need to be aware of all the advantages Android can offer. With Android, there is no need for large gaming systems to be installed in the vehicle. You have thousands of games that can be downloaded right on the device, and being able to connect over Wi-Fi is a huge plus.”

Smartphone integration also means potential markets that are far larger than can be expected from traditional components.

“When we talk about the introduction of a new smartphone product—an iPhone, a Samsung, an LG, an HDC—you’re talking about numbers like 5 million, 10 million, 15 million handsets being sold in a very short period,” said Cardenas. “We have traditionally looked at CD players, DVD players and navigation systems with a total market size of several million units a year in the United States, but the potential is massive when we start attaching to 50 million to 125 million consumers with smartphones, and helping consumers integrate those devices into their vehicles is a huge opportunity.”

The key, said each of the experts we spoke with, is to not only keep up with the trends but also to master wireless integration.

“Salespeople today need to be perceived as automotive technology specialists who provide a welcoming environment, who are trained and knowledgeable and who give the consumer confidence that they understand each vehicle and understand that there are good solutions for each of them,” Malone said. “It is critical that you engage customers with someone who provides a very positive experience that will bring them back for future solutions.”

SEMA News—June 2014

MOBILE ELECTRONICS
By Steve Campbell

Connectivity Is the Word

Integrating Wireless Technology Holds Boundless Potential

“Over the last several years, the biggest trend in car electronics has been the integration of the smartphone and everything that comes with it, meaning the whole theme of connectivity,” said Ted Cardenas, vice president of marketing for the car electronics division of Pioneer Electronics USA Inc. “Consumers bring these devices everywhere in their lives, so the opportunity for mobile-electronics manufacturers and retailers is to make the experience better, safer and more convenient for consumers.”

Car audio has gone through revolutionary changes, Cardenas said, ranging from high-power amplifiers and subwoofers to CDs and MP3s and on to satellite radio. Now electronics manufacturers have embraced streamed content and all-encompassing head units. For instance, Pioneer’s AVIC-8000NEX unit features a 7-in. capacitive screen, networked navigation, smartphone interface, expanded Bluetooth capabilities, Pandora Internet radio, SiriusXM satellite radio capability, HD radio technology, the most advanced current audio playback formats, dual camera inputs and more.

Even so, broadcast audio remains the dominant source users listen to while in their vehicles, said Melvin Lee, vice president of business development for Adori Labs Inc.

“Drivers average more than two hours per day in their cars, and they listen to broadcast radio about 68% of that time,” he said. “They listen to current and local news and weather, discover new music and enjoy the unpredictability of the programming. It’s also simply convenient, since there’s no setup time for streaming and changing stations is fast and simple.”

Adori Labs has made broadcast audio even more interactive and controllable with its licensed IP that provides DVR-like functions to any audio source, whether in a vehicle or in a home. Users can pause live radio, then play, rewind and fast-forward recorded content as desired. Adori features can be controlled on the radio, through an infrared remote control or using an Android smartphone app. The interfaces offer simple full-band radio tuning and capture to a non-removable/non-transferrable memory.

Many manufacturers have developed modules that similarly enhance factory systems that already exist in both new and used cars. For example, the Car Connection Pro from Voxx Electronics Corp. plugs into a vehicle’s OBDII port and provides GPS tracking of the vehicle from a smartphone or tablet. It also serves as a controller for keyless entry, remote-start systems and climate controls, and it can monitor vehicle functions such as hard braking, sharp turns, hard acceleration and other extreme driving. In addition, the unit provides quick access to the vehicle’s diagnostic information, including issues that may trigger the “check engine” light.

Kicker, another top mobile-electronics brand and a leading producer of amplifiers and speakers, recently introduced an amplified controller called PXi50.2 that can be used to drive two or four speakers at 25 watts per channel. Kevin Campbell, the company’s director of marketing, said that the controller connects to the user’s iPhone, iPod or tablet. It can be used in any vehicle from a motorcycle to a boat, and it allows builders of vintage vehicles to retain the original radio while also providing a means to stream in content from Apple products.

“Consumers may now have their own personal tablets integrated in their vehicles,” he said. “Our SmartLogic tablet/DVD system has built-in Wi-Fi, so if a user has a mobile hotspot, he is able to stream digital media from the cloud or download the media to the device and watch it anytime. We designed the system so that the user is able to watch Netflix or Hulu and stream movies or TV shows as well as watch DVDs on an Android tablet. Also, the tablet can be updated, and because of the state-of-the-art docking station that holds the SmartLogic tablet/DVD system in the headrest, the user is able to slide the tablet out of the dock and use it anywhere.”

Tom Malone, president of Voxx Electronics Corp., said that his company has also developed rear-seat video products that include streaming capabilities. He said that the traditional headrest or drop-down DVD business is changing as everyone from grammar-school students on up is bringing smartphones or tablets into cars.

“We’re developing Android-based rear-seat entertainment products that you can connect to your phone to bring content into your headrest system,” Malone said. “So now it’s not a DVD player by itself anymore, and it may not be a DVD player at all. It may be two Android-based screens that are essentially embedded tablets. The rear-seat entertainment market has declined because there hasn’t been a lot of innovation, but we believe that Android conversion will re-stimulate that market.”

Kicker has seen a similar flattening in the amplifier and subwoofer segment. While people will never stop loving music, Campbell said, their priorities have changed.

“Suppliers like us have to pay attention to those market shifts, and we need to change with them,” he said. “We still design and sell more subwoofers than anyone in the world, but a lot of our focus lately has been on creating accurate and satisfying bass with shallow-mount drivers that don’t take up the kind of space they used to.”

“Consumers like the idea of having a system that is better than premium but doesn’t weigh down the car,” Campbell said. “We reverse engineered each vehicle out of the audio system and used molded enclosures that were designed to fit into spaces in the vehicle that normally are not used for storage. On ’05–current Mustang hardtops, for example, the powered subwoofer that we offer fits snugly in the right rear quarter panel, and we make a powered sub enclosure that fits comfortably under the back seat for fullsize crew-cab pickups. Each of these systems has been designed with digital signal processing and a laptop program that enables us to fine-tune it, talk to the amplifier and really satisfy the customer.”

Malone said that much of mobile electronics has become “solution selling,” which is a Voxx Electronics focus. Consumers want to be able to use their phones or tablets to perform set tasks, and it is up to retailers to have solutions for them.

“A lot of it is about integrating products that they already have into their existing system,” he said. “Say you bought a new car that has a touchscreen but doesn’t have navigation. You could take the head unit out completely and put a nav system in, or you can install a ‘black box’ that will bring nav up to your screen in your existing OE radio and still be able to use its touchscreen capabilities. It’s a less costly solution for the consumer, and it maintains the factory OE fit.”

“Some of this new technology will allow you to put that content onto your larger OE screen,” he said. “It’s just another method of integrating technology into the vehicle using a device you already have.”

Navigation itself has evolved significantly. Maps were first contained on CD-ROMs, then DVDs, then hard drives and flash memory. Now there are systems that are completely cloud-based and can be updated on the fly.

“Pioneer and other manufacturers are leveraging those options,” Cardenas said. “We’re storing map data for the continental United States, Alaska, Hawaii and parts of Mexico and Canada on the device, but we’re enhancing it with information that comes from the cloud, such as points of interest. On a traditionally based navigation system, that data would be hard set until you bought a new update. Now we can add and update data such as traffic and weather information in real time.”

In the relatively near future, vehicle-to-vehicle (V2V) and vehicle-to-infrastructure (V2I) connectivity will also become more prevalent in mobile electronics, both from the automakers and from specialty-equipment companies. Lee said that social networking, situational awareness and emergency-vehicle awareness are among the V2V innovations in development, and V2I solutions may include broadband connectivity for telematics, passenger entertainment, interactive marketing, interactive points of interest and more.

On the other hand, Lawrence said that Vizualogic will soon release software that will allow peer-to-peer connections between multiple tablets using Wi-Fi or USB/ethernet.

“This type of connectivity means that all devices in the vehicle will be able to communicate with each other,” he explained. “With this feature, anyone will be able to stream our SmartLogic tablet/DVD system from inside the vehicle. We are also currently working on a project that will allow gaming from car to car or even real-time face-to-face talking from car to car.”

Mobile electronics technicians and installers are also changing the way they do business. They must now become much more familiar with each car’s entire electronics system, since so many components are interconnected and can affect each other’s operation.

“They’re interfacing with the data bus systems in the vehicle, so from a manufacturer’s standpoint, products are harder to develop,” Malone said. “You need good skilled technicians to install them and have a working understanding of the vehicle architecture. There are many different solutions and modules, and that can create an inventory challenge. It’s a marketing challenge, because most consumers really don’t know about all these different modules and what they can do.”

Cardenas pointed out that the number-one question for retailers from consumers traditionally was what products fit their specific vehicles, but now customers have an iPhone 5S or a Galaxy S4 and expect retailers to be experts in the connectivity and compatibility options of their specific smartphones.

“Retailers have an opportunity to become experts in that field and develop a real advantage over their competitors by knowing and keeping abreast of what products and what manufacturers are supporting the latest smartphones and how they can help the consumer integrate that smartphone into their vehicle,” he said. “In addition to the physical challenges—what fits a given dashboard—the electrical interfaces that have emerged over the last 10 years become more complex every year. There are now a variety of proprietary bus systems, and the ECU expects the radio to talk back in some of the latest vehicles.”

“It’s not so much about having the right brands as making sure that their own store is the right brand,” he said. “The basis behind promoting their brand—the store—is their service and their support to consumers. The savvy aftermarket 12V specialists who are making a living in this industry have never lost sight of that. They promote their store, their service and their knowledge. That’s what separates them from the big-box movers that can’t promote much more than price and convenience. They can’t offer expertise.”

Another major hurdle will be getting end consumers to accept changes in technology, Lawrence said.

“With cloud media taking over, they will need to accept not having the standard media that has been used for years,” he said. “Eventually, all digital media will be in the cloud, so mobile-electronics retailers and installers need to be aware of all the advantages Android can offer. With Android, there is no need for large gaming systems to be installed in the vehicle. You have thousands of games that can be downloaded right on the device, and being able to connect over Wi-Fi is a huge plus.”

Smartphone integration also means potential markets that are far larger than can be expected from traditional components.

“When we talk about the introduction of a new smartphone product—an iPhone, a Samsung, an LG, an HDC—you’re talking about numbers like 5 million, 10 million, 15 million handsets being sold in a very short period,” said Cardenas. “We have traditionally looked at CD players, DVD players and navigation systems with a total market size of several million units a year in the United States, but the potential is massive when we start attaching to 50 million to 125 million consumers with smartphones, and helping consumers integrate those devices into their vehicles is a huge opportunity.”

The key, said each of the experts we spoke with, is to not only keep up with the trends but also to master wireless integration.

“Salespeople today need to be perceived as automotive technology specialists who provide a welcoming environment, who are trained and knowledgeable and who give the consumer confidence that they understand each vehicle and understand that there are good solutions for each of them,” Malone said. “It is critical that you engage customers with someone who provides a very positive experience that will bring them back for future solutions.”

SEMA News—June 2014

MOBILE ELECTRONICS
By Steve Campbell

Connectivity Is the Word

Integrating Wireless Technology Holds Boundless Potential

“Over the last several years, the biggest trend in car electronics has been the integration of the smartphone and everything that comes with it, meaning the whole theme of connectivity,” said Ted Cardenas, vice president of marketing for the car electronics division of Pioneer Electronics USA Inc. “Consumers bring these devices everywhere in their lives, so the opportunity for mobile-electronics manufacturers and retailers is to make the experience better, safer and more convenient for consumers.”

Car audio has gone through revolutionary changes, Cardenas said, ranging from high-power amplifiers and subwoofers to CDs and MP3s and on to satellite radio. Now electronics manufacturers have embraced streamed content and all-encompassing head units. For instance, Pioneer’s AVIC-8000NEX unit features a 7-in. capacitive screen, networked navigation, smartphone interface, expanded Bluetooth capabilities, Pandora Internet radio, SiriusXM satellite radio capability, HD radio technology, the most advanced current audio playback formats, dual camera inputs and more.

Even so, broadcast audio remains the dominant source users listen to while in their vehicles, said Melvin Lee, vice president of business development for Adori Labs Inc.

“Drivers average more than two hours per day in their cars, and they listen to broadcast radio about 68% of that time,” he said. “They listen to current and local news and weather, discover new music and enjoy the unpredictability of the programming. It’s also simply convenient, since there’s no setup time for streaming and changing stations is fast and simple.”

Adori Labs has made broadcast audio even more interactive and controllable with its licensed IP that provides DVR-like functions to any audio source, whether in a vehicle or in a home. Users can pause live radio, then play, rewind and fast-forward recorded content as desired. Adori features can be controlled on the radio, through an infrared remote control or using an Android smartphone app. The interfaces offer simple full-band radio tuning and capture to a non-removable/non-transferrable memory.

Many manufacturers have developed modules that similarly enhance factory systems that already exist in both new and used cars. For example, the Car Connection Pro from Voxx Electronics Corp. plugs into a vehicle’s OBDII port and provides GPS tracking of the vehicle from a smartphone or tablet. It also serves as a controller for keyless entry, remote-start systems and climate controls, and it can monitor vehicle functions such as hard braking, sharp turns, hard acceleration and other extreme driving. In addition, the unit provides quick access to the vehicle’s diagnostic information, including issues that may trigger the “check engine” light.

Kicker, another top mobile-electronics brand and a leading producer of amplifiers and speakers, recently introduced an amplified controller called PXi50.2 that can be used to drive two or four speakers at 25 watts per channel. Kevin Campbell, the company’s director of marketing, said that the controller connects to the user’s iPhone, iPod or tablet. It can be used in any vehicle from a motorcycle to a boat, and it allows builders of vintage vehicles to retain the original radio while also providing a means to stream in content from Apple products.

“Consumers may now have their own personal tablets integrated in their vehicles,” he said. “Our SmartLogic tablet/DVD system has built-in Wi-Fi, so if a user has a mobile hotspot, he is able to stream digital media from the cloud or download the media to the device and watch it anytime. We designed the system so that the user is able to watch Netflix or Hulu and stream movies or TV shows as well as watch DVDs on an Android tablet. Also, the tablet can be updated, and because of the state-of-the-art docking station that holds the SmartLogic tablet/DVD system in the headrest, the user is able to slide the tablet out of the dock and use it anywhere.”

Tom Malone, president of Voxx Electronics Corp., said that his company has also developed rear-seat video products that include streaming capabilities. He said that the traditional headrest or drop-down DVD business is changing as everyone from grammar-school students on up is bringing smartphones or tablets into cars.

“We’re developing Android-based rear-seat entertainment products that you can connect to your phone to bring content into your headrest system,” Malone said. “So now it’s not a DVD player by itself anymore, and it may not be a DVD player at all. It may be two Android-based screens that are essentially embedded tablets. The rear-seat entertainment market has declined because there hasn’t been a lot of innovation, but we believe that Android conversion will re-stimulate that market.”

Kicker has seen a similar flattening in the amplifier and subwoofer segment. While people will never stop loving music, Campbell said, their priorities have changed.

“Suppliers like us have to pay attention to those market shifts, and we need to change with them,” he said. “We still design and sell more subwoofers than anyone in the world, but a lot of our focus lately has been on creating accurate and satisfying bass with shallow-mount drivers that don’t take up the kind of space they used to.”

“Consumers like the idea of having a system that is better than premium but doesn’t weigh down the car,” Campbell said. “We reverse engineered each vehicle out of the audio system and used molded enclosures that were designed to fit into spaces in the vehicle that normally are not used for storage. On ’05–current Mustang hardtops, for example, the powered subwoofer that we offer fits snugly in the right rear quarter panel, and we make a powered sub enclosure that fits comfortably under the back seat for fullsize crew-cab pickups. Each of these systems has been designed with digital signal processing and a laptop program that enables us to fine-tune it, talk to the amplifier and really satisfy the customer.”

Malone said that much of mobile electronics has become “solution selling,” which is a Voxx Electronics focus. Consumers want to be able to use their phones or tablets to perform set tasks, and it is up to retailers to have solutions for them.

“A lot of it is about integrating products that they already have into their existing system,” he said. “Say you bought a new car that has a touchscreen but doesn’t have navigation. You could take the head unit out completely and put a nav system in, or you can install a ‘black box’ that will bring nav up to your screen in your existing OE radio and still be able to use its touchscreen capabilities. It’s a less costly solution for the consumer, and it maintains the factory OE fit.”

“Some of this new technology will allow you to put that content onto your larger OE screen,” he said. “It’s just another method of integrating technology into the vehicle using a device you already have.”

Navigation itself has evolved significantly. Maps were first contained on CD-ROMs, then DVDs, then hard drives and flash memory. Now there are systems that are completely cloud-based and can be updated on the fly.

“Pioneer and other manufacturers are leveraging those options,” Cardenas said. “We’re storing map data for the continental United States, Alaska, Hawaii and parts of Mexico and Canada on the device, but we’re enhancing it with information that comes from the cloud, such as points of interest. On a traditionally based navigation system, that data would be hard set until you bought a new update. Now we can add and update data such as traffic and weather information in real time.”

In the relatively near future, vehicle-to-vehicle (V2V) and vehicle-to-infrastructure (V2I) connectivity will also become more prevalent in mobile electronics, both from the automakers and from specialty-equipment companies. Lee said that social networking, situational awareness and emergency-vehicle awareness are among the V2V innovations in development, and V2I solutions may include broadband connectivity for telematics, passenger entertainment, interactive marketing, interactive points of interest and more.

On the other hand, Lawrence said that Vizualogic will soon release software that will allow peer-to-peer connections between multiple tablets using Wi-Fi or USB/ethernet.

“This type of connectivity means that all devices in the vehicle will be able to communicate with each other,” he explained. “With this feature, anyone will be able to stream our SmartLogic tablet/DVD system from inside the vehicle. We are also currently working on a project that will allow gaming from car to car or even real-time face-to-face talking from car to car.”

Mobile electronics technicians and installers are also changing the way they do business. They must now become much more familiar with each car’s entire electronics system, since so many components are interconnected and can affect each other’s operation.

“They’re interfacing with the data bus systems in the vehicle, so from a manufacturer’s standpoint, products are harder to develop,” Malone said. “You need good skilled technicians to install them and have a working understanding of the vehicle architecture. There are many different solutions and modules, and that can create an inventory challenge. It’s a marketing challenge, because most consumers really don’t know about all these different modules and what they can do.”

Cardenas pointed out that the number-one question for retailers from consumers traditionally was what products fit their specific vehicles, but now customers have an iPhone 5S or a Galaxy S4 and expect retailers to be experts in the connectivity and compatibility options of their specific smartphones.

“Retailers have an opportunity to become experts in that field and develop a real advantage over their competitors by knowing and keeping abreast of what products and what manufacturers are supporting the latest smartphones and how they can help the consumer integrate that smartphone into their vehicle,” he said. “In addition to the physical challenges—what fits a given dashboard—the electrical interfaces that have emerged over the last 10 years become more complex every year. There are now a variety of proprietary bus systems, and the ECU expects the radio to talk back in some of the latest vehicles.”

“It’s not so much about having the right brands as making sure that their own store is the right brand,” he said. “The basis behind promoting their brand—the store—is their service and their support to consumers. The savvy aftermarket 12V specialists who are making a living in this industry have never lost sight of that. They promote their store, their service and their knowledge. That’s what separates them from the big-box movers that can’t promote much more than price and convenience. They can’t offer expertise.”

Another major hurdle will be getting end consumers to accept changes in technology, Lawrence said.

“With cloud media taking over, they will need to accept not having the standard media that has been used for years,” he said. “Eventually, all digital media will be in the cloud, so mobile-electronics retailers and installers need to be aware of all the advantages Android can offer. With Android, there is no need for large gaming systems to be installed in the vehicle. You have thousands of games that can be downloaded right on the device, and being able to connect over Wi-Fi is a huge plus.”

Smartphone integration also means potential markets that are far larger than can be expected from traditional components.

“When we talk about the introduction of a new smartphone product—an iPhone, a Samsung, an LG, an HDC—you’re talking about numbers like 5 million, 10 million, 15 million handsets being sold in a very short period,” said Cardenas. “We have traditionally looked at CD players, DVD players and navigation systems with a total market size of several million units a year in the United States, but the potential is massive when we start attaching to 50 million to 125 million consumers with smartphones, and helping consumers integrate those devices into their vehicles is a huge opportunity.”

The key, said each of the experts we spoke with, is to not only keep up with the trends but also to master wireless integration.

“Salespeople today need to be perceived as automotive technology specialists who provide a welcoming environment, who are trained and knowledgeable and who give the consumer confidence that they understand each vehicle and understand that there are good solutions for each of them,” Malone said. “It is critical that you engage customers with someone who provides a very positive experience that will bring them back for future solutions.”

SEMA News—June 2014

MOBILE ELECTRONICS
By Steve Campbell

Connectivity Is the Word

Integrating Wireless Technology Holds Boundless Potential

“Over the last several years, the biggest trend in car electronics has been the integration of the smartphone and everything that comes with it, meaning the whole theme of connectivity,” said Ted Cardenas, vice president of marketing for the car electronics division of Pioneer Electronics USA Inc. “Consumers bring these devices everywhere in their lives, so the opportunity for mobile-electronics manufacturers and retailers is to make the experience better, safer and more convenient for consumers.”

Car audio has gone through revolutionary changes, Cardenas said, ranging from high-power amplifiers and subwoofers to CDs and MP3s and on to satellite radio. Now electronics manufacturers have embraced streamed content and all-encompassing head units. For instance, Pioneer’s AVIC-8000NEX unit features a 7-in. capacitive screen, networked navigation, smartphone interface, expanded Bluetooth capabilities, Pandora Internet radio, SiriusXM satellite radio capability, HD radio technology, the most advanced current audio playback formats, dual camera inputs and more.

Even so, broadcast audio remains the dominant source users listen to while in their vehicles, said Melvin Lee, vice president of business development for Adori Labs Inc.

“Drivers average more than two hours per day in their cars, and they listen to broadcast radio about 68% of that time,” he said. “They listen to current and local news and weather, discover new music and enjoy the unpredictability of the programming. It’s also simply convenient, since there’s no setup time for streaming and changing stations is fast and simple.”

Adori Labs has made broadcast audio even more interactive and controllable with its licensed IP that provides DVR-like functions to any audio source, whether in a vehicle or in a home. Users can pause live radio, then play, rewind and fast-forward recorded content as desired. Adori features can be controlled on the radio, through an infrared remote control or using an Android smartphone app. The interfaces offer simple full-band radio tuning and capture to a non-removable/non-transferrable memory.

Many manufacturers have developed modules that similarly enhance factory systems that already exist in both new and used cars. For example, the Car Connection Pro from Voxx Electronics Corp. plugs into a vehicle’s OBDII port and provides GPS tracking of the vehicle from a smartphone or tablet. It also serves as a controller for keyless entry, remote-start systems and climate controls, and it can monitor vehicle functions such as hard braking, sharp turns, hard acceleration and other extreme driving. In addition, the unit provides quick access to the vehicle’s diagnostic information, including issues that may trigger the “check engine” light.

Kicker, another top mobile-electronics brand and a leading producer of amplifiers and speakers, recently introduced an amplified controller called PXi50.2 that can be used to drive two or four speakers at 25 watts per channel. Kevin Campbell, the company’s director of marketing, said that the controller connects to the user’s iPhone, iPod or tablet. It can be used in any vehicle from a motorcycle to a boat, and it allows builders of vintage vehicles to retain the original radio while also providing a means to stream in content from Apple products.

“Consumers may now have their own personal tablets integrated in their vehicles,” he said. “Our SmartLogic tablet/DVD system has built-in Wi-Fi, so if a user has a mobile hotspot, he is able to stream digital media from the cloud or download the media to the device and watch it anytime. We designed the system so that the user is able to watch Netflix or Hulu and stream movies or TV shows as well as watch DVDs on an Android tablet. Also, the tablet can be updated, and because of the state-of-the-art docking station that holds the SmartLogic tablet/DVD system in the headrest, the user is able to slide the tablet out of the dock and use it anywhere.”

Tom Malone, president of Voxx Electronics Corp., said that his company has also developed rear-seat video products that include streaming capabilities. He said that the traditional headrest or drop-down DVD business is changing as everyone from grammar-school students on up is bringing smartphones or tablets into cars.

“We’re developing Android-based rear-seat entertainment products that you can connect to your phone to bring content into your headrest system,” Malone said. “So now it’s not a DVD player by itself anymore, and it may not be a DVD player at all. It may be two Android-based screens that are essentially embedded tablets. The rear-seat entertainment market has declined because there hasn’t been a lot of innovation, but we believe that Android conversion will re-stimulate that market.”

Kicker has seen a similar flattening in the amplifier and subwoofer segment. While people will never stop loving music, Campbell said, their priorities have changed.

“Suppliers like us have to pay attention to those market shifts, and we need to change with them,” he said. “We still design and sell more subwoofers than anyone in the world, but a lot of our focus lately has been on creating accurate and satisfying bass with shallow-mount drivers that don’t take up the kind of space they used to.”

“Consumers like the idea of having a system that is better than premium but doesn’t weigh down the car,” Campbell said. “We reverse engineered each vehicle out of the audio system and used molded enclosures that were designed to fit into spaces in the vehicle that normally are not used for storage. On ’05–current Mustang hardtops, for example, the powered subwoofer that we offer fits snugly in the right rear quarter panel, and we make a powered sub enclosure that fits comfortably under the back seat for fullsize crew-cab pickups. Each of these systems has been designed with digital signal processing and a laptop program that enables us to fine-tune it, talk to the amplifier and really satisfy the customer.”

Malone said that much of mobile electronics has become “solution selling,” which is a Voxx Electronics focus. Consumers want to be able to use their phones or tablets to perform set tasks, and it is up to retailers to have solutions for them.

“A lot of it is about integrating products that they already have into their existing system,” he said. “Say you bought a new car that has a touchscreen but doesn’t have navigation. You could take the head unit out completely and put a nav system in, or you can install a ‘black box’ that will bring nav up to your screen in your existing OE radio and still be able to use its touchscreen capabilities. It’s a less costly solution for the consumer, and it maintains the factory OE fit.”

“Some of this new technology will allow you to put that content onto your larger OE screen,” he said. “It’s just another method of integrating technology into the vehicle using a device you already have.”

Navigation itself has evolved significantly. Maps were first contained on CD-ROMs, then DVDs, then hard drives and flash memory. Now there are systems that are completely cloud-based and can be updated on the fly.

“Pioneer and other manufacturers are leveraging those options,” Cardenas said. “We’re storing map data for the continental United States, Alaska, Hawaii and parts of Mexico and Canada on the device, but we’re enhancing it with information that comes from the cloud, such as points of interest. On a traditionally based navigation system, that data would be hard set until you bought a new update. Now we can add and update data such as traffic and weather information in real time.”

In the relatively near future, vehicle-to-vehicle (V2V) and vehicle-to-infrastructure (V2I) connectivity will also become more prevalent in mobile electronics, both from the automakers and from specialty-equipment companies. Lee said that social networking, situational awareness and emergency-vehicle awareness are among the V2V innovations in development, and V2I solutions may include broadband connectivity for telematics, passenger entertainment, interactive marketing, interactive points of interest and more.

On the other hand, Lawrence said that Vizualogic will soon release software that will allow peer-to-peer connections between multiple tablets using Wi-Fi or USB/ethernet.

“This type of connectivity means that all devices in the vehicle will be able to communicate with each other,” he explained. “With this feature, anyone will be able to stream our SmartLogic tablet/DVD system from inside the vehicle. We are also currently working on a project that will allow gaming from car to car or even real-time face-to-face talking from car to car.”

Mobile electronics technicians and installers are also changing the way they do business. They must now become much more familiar with each car’s entire electronics system, since so many components are interconnected and can affect each other’s operation.

“They’re interfacing with the data bus systems in the vehicle, so from a manufacturer’s standpoint, products are harder to develop,” Malone said. “You need good skilled technicians to install them and have a working understanding of the vehicle architecture. There are many different solutions and modules, and that can create an inventory challenge. It’s a marketing challenge, because most consumers really don’t know about all these different modules and what they can do.”

Cardenas pointed out that the number-one question for retailers from consumers traditionally was what products fit their specific vehicles, but now customers have an iPhone 5S or a Galaxy S4 and expect retailers to be experts in the connectivity and compatibility options of their specific smartphones.

“Retailers have an opportunity to become experts in that field and develop a real advantage over their competitors by knowing and keeping abreast of what products and what manufacturers are supporting the latest smartphones and how they can help the consumer integrate that smartphone into their vehicle,” he said. “In addition to the physical challenges—what fits a given dashboard—the electrical interfaces that have emerged over the last 10 years become more complex every year. There are now a variety of proprietary bus systems, and the ECU expects the radio to talk back in some of the latest vehicles.”

“It’s not so much about having the right brands as making sure that their own store is the right brand,” he said. “The basis behind promoting their brand—the store—is their service and their support to consumers. The savvy aftermarket 12V specialists who are making a living in this industry have never lost sight of that. They promote their store, their service and their knowledge. That’s what separates them from the big-box movers that can’t promote much more than price and convenience. They can’t offer expertise.”

Another major hurdle will be getting end consumers to accept changes in technology, Lawrence said.

“With cloud media taking over, they will need to accept not having the standard media that has been used for years,” he said. “Eventually, all digital media will be in the cloud, so mobile-electronics retailers and installers need to be aware of all the advantages Android can offer. With Android, there is no need for large gaming systems to be installed in the vehicle. You have thousands of games that can be downloaded right on the device, and being able to connect over Wi-Fi is a huge plus.”

Smartphone integration also means potential markets that are far larger than can be expected from traditional components.

“When we talk about the introduction of a new smartphone product—an iPhone, a Samsung, an LG, an HDC—you’re talking about numbers like 5 million, 10 million, 15 million handsets being sold in a very short period,” said Cardenas. “We have traditionally looked at CD players, DVD players and navigation systems with a total market size of several million units a year in the United States, but the potential is massive when we start attaching to 50 million to 125 million consumers with smartphones, and helping consumers integrate those devices into their vehicles is a huge opportunity.”

The key, said each of the experts we spoke with, is to not only keep up with the trends but also to master wireless integration.

“Salespeople today need to be perceived as automotive technology specialists who provide a welcoming environment, who are trained and knowledgeable and who give the consumer confidence that they understand each vehicle and understand that there are good solutions for each of them,” Malone said. “It is critical that you engage customers with someone who provides a very positive experience that will bring them back for future solutions.”

SEMA News—June 2014

INDUSTRY NEWS

Launch Pad Competition Returns for 2014

For the 2014 competition, the top 10 competitors will gather votes through the SEMA Facebook/YouTube voting platform. The top five individuals will then receive invitations to pitch their business ideas during a special event in front of an industry-fueled crowd at the 2014 SEMA Show.

The Launch Pad competition is presented by the Young Executives Network. The competition’s judging panel will feature returning judges Doug Evans, SEMA chairman-elect; and Ron Coleman, president and CEO of COMP Performance Group. New judges include Tracie Nuñez, president of the Performance Warehouse Association; Todd Ballard, director of sports marketing at GoPro; and Glenn Rogers, partner at Beyond Marketing.

For more information, to fill out an application or to learn about the winner’s prize package—which includes a 10x10-ft. booth at the 2015 SEMA Show, a one-page ad in SEMA News, an ad in Hot Rod or 4-Wheel & Off Road magazine, PR and social-media consultation and much more—visit www.sema.org/launch-pad.

Questions? Contact Bryan Harrison at bryanh@sema.org.

SEMA News—June 2014

INDUSTRY NEWS

Launch Pad Competition Returns for 2014

For the 2014 competition, the top 10 competitors will gather votes through the SEMA Facebook/YouTube voting platform. The top five individuals will then receive invitations to pitch their business ideas during a special event in front of an industry-fueled crowd at the 2014 SEMA Show.

The Launch Pad competition is presented by the Young Executives Network. The competition’s judging panel will feature returning judges Doug Evans, SEMA chairman-elect; and Ron Coleman, president and CEO of COMP Performance Group. New judges include Tracie Nuñez, president of the Performance Warehouse Association; Todd Ballard, director of sports marketing at GoPro; and Glenn Rogers, partner at Beyond Marketing.

For more information, to fill out an application or to learn about the winner’s prize package—which includes a 10x10-ft. booth at the 2015 SEMA Show, a one-page ad in SEMA News, an ad in Hot Rod or 4-Wheel & Off Road magazine, PR and social-media consultation and much more—visit www.sema.org/launch-pad.

Questions? Contact Bryan Harrison at bryanh@sema.org.