SEMA News—March 2014

INTERNATIONAL
By Jeff Kagawa

Japan Custom-Car Market Overview

Custom-Car History

Japan’s custom-car market developed later than in the U.S., European and Australian markets, getting its start in the late ’70s. Young people began customizing their cars and motorcycles at that time and, like everywhere else in the world, customizing preceded government laws regulating the industry.

The style created by the Japanese is called “bosozoku,” where cars are lowered with extreme, handcrafted body kits that include flared fenders, front spoilers, rear wings and modified exhausts. Most were crafted locally due to a lack of parts, but aftermarket parts—mostly from the United States and Europe—began infiltrating the market in the years that followed. The culture of custom cars slowly began to emerge, and the Japanese government also began to relax its laws as it realized that the products were safe and also good for the economy.

Japan was introduced to the idea of customizing vans in the late ’80s via the American-made Chevy Astro van. Thousands of Astro vans were customized in Southern California and then shipped to Japan, where buyers eagerly awaited this latest craze. The Astros also had customized interiors, which was a brand-new concept at the time. These trends helped the Japanese create their own custom culture for vans and wagons, which is the largest market sector today.

There was a period in the ’90s when lowriders were a big hit. Again, most of the cars originated in Southern California and were shipped to Japan. The paint schemes, custom interiors and attention to detail were what caught the attention of Japanese car enthusiasts, and those influences are quite evident in today’s custom-car market.

The Japanese custom-car market is currently flourishing. It has segmented into various followings, such as super cars and VIPs influenced by Europe, musclecars and SUVs influenced by the United States, vans and wagons that draw their roots from the Astro van and, of course, tuning and the bosozoku are still popular.

Opportunities forU.S. Companies

American products are very highly regarded in Japan’s custom-car market, as the United States is seen as the pioneer of customization, and the Japanese follow U.S. trends and styles. Thousands of Japanese visitors come to the SEMA Show every year to look for new ideas, techniques and products to take home. U.S. products are viewed as fresh, innovative and of high quality. If that describes your product, you may have an opportunity in Japan.

Successful U.S. Companies in Japan

Diablo Wheels entered the market with its initial advertisement in a Japanese car magazine in April 2008. Since then, the company’s products have been named “Wheel of the Year” by the readers of J-Lug magazine for four years in a row, from 2008 to 2011. The company’s success can be attributed to having a sales and marketing plan in place prior to its advertisement.

Diablo Wheels also hired an independent Japanese consultant/sales rep to handle this specific territory and entered the game with an adequate budget. Diablo also sends an executive to Japan at least once per year and holds quarterly meetings with its distributor to ensure that everyone remains on the same page.

“Diablo has made modifications to our wheels in regards to quality, size, offset and PCD, all for the Japan market,” said Senior Vice President Jerry Lee. “The nice thing is that these modifications were made for Japan but are big sellers in other regions as well. The eastern hemisphere definitely follows Japan!”

In another example of success, Steve DeMan began traveling to Japan in 1997 to showcase his paint techniques and share them with an enthusiastic new audience. Sixteen years later, his name is strong in Japan, and people anxiously await their turn to learn from the American legend.

DeMan’s willingness to share knowledge has earned him tremendous respect, and shops eagerly await the opportunity to work with him on special projects. He recently launched a new painter’s-tape line that was very well received by the audience at the Next Auto Show in Tokyo in May 2013, where he gave live demonstrations.

Kicker has also seen strong and steady growth in Japan over the past several years. According to Chet Weddle, the company’s international sales manager, the primary reason for Kicker’s continued success is the exceptional relationship with its distributor in Japan. They meet at least three times per year to review changes in the marketplace and to go over installations and troubleshooting.

DIY and Superstores

Japan’s love of automobile accessories is demonstrated by the massive number of items stocked by superstores such as Autobacs. The square footage of the shopping areas of these stores is comparable to Target here in the United States, but they also have several bays to work on cars.

Enthusiasts will easily spend two hours just looking around, finding everything from air fresheners and model cars to electronics and performance parts. Basically, anything related to an automobile is sold there. But unlike U.S. stores, such as AutoZone and Pep Boys, you will not see replacement parts, such as sparkplugs, hoses or batteries. Those types of products are usually not sold to the consumer. The products sold in the Japanese superstores are for the aftermarket audience.

DIY is rare in Japan. Typically, professionals perform the installation of anything that takes longer than a few minutes. Working on one’s own car is a rare hobby due to the limited space in which the Japanese people live. Cars are typically parked in underground structures or in carports, with no available space to work or store tools.

The automotive superstores mostly cater to the domestic custom segment, which is vans and wagons, tuners, K-cars and VIPs. If your product falls into one of these categories or is universal, the superstore avenue is definitely something that should be considered, as it is big business.

Competition

Competition within Japan is pretty straightforward. U.S., European and, of course, Japanese products are typically held in high regard. Chinese and other Southeast Asian products are also readily available.

The benchmark for quality in Japan is very high, so only companies that are willing to put quality as a top priority will see success. Interestingly, price is not a huge factor in this market segment. Quality and service are probably more important than price. Many Japanese say that they would be willing to pay a higher price in exchange for better quality/service in regard to products from the United States.

Distribution/Logistics

Pros:
•Payment will come from a U.S.-based company.
•No need to learn export documentation and logistics, since the exporter will take care of everything.
•Language barrier will be minimal.
•Very easy, almost like another domestic customer.

Cons:
•Cannot control pricing once the product leaves your facility.
•No direct communication with your customer in Japan.
•Purchasing agent works on behalf of the Japanese customer, not you.
•Your product will likely be sold through a small network.

Getting Started

Step one is to research the market, then make a trip to Japan. Find your niche and develop a plan on how to enter the market. Most U.S. companies should probably start with cars that are sold in both countries.

Keep expectations realistic. Remember that you are not trying to create the next trend; you should just be looking for a piece of the pie. Once you get a foot in the door, expand your offerings to the mainstream audience by modifying/creating product for cars that are not sold in the United States.

Summary

A U.S. company that offers a quality product and is willing to invest in the Japanese market can be successful. Patience, willingness to adapt and a drive to build relationships are crucial traits necessary to enter the market. Though it is not easy to enter, once you’re in the Japanese market, you almost have to go bankrupt for customers to drop you. The Japanese are extremely loyal to brands, and the custom-car market is no different. Contrary to popular belief, the doors in Japan are open, but you need to knock before they let you in.

Enthusiast Magazines Available in Japan

Getting your hands on actual copies of some of the many enthusiast magazines available in Japan would be ideal. If not, Facebook is a good option because it is easy to navigate and there are a lot of photos to look at. A few to look for include:

• J-Lug—JDM, USDM, www.facebook.com/jlugmag
• Custom Car—JDM, www.facebook.com/customcar.japan
• VIP—Higher-end Japanese and European, www.facebook.com/vipcar.japan
• Style Wagon—Vans and wagons, www.facebook.com/stylewagonjapan

About the Author

Kagawa International is a Japan business consultant and exporter of U.S. automotive products. The company was established in 2000, and owner Jeff Kagawa has been exporting American goods to Japan for more than 21 years. Kagawa International works with U.S. companies to help them enter the Japanese market, providing research and creating personalized sales and marketing plans. Its vast network consists of many of Japan’s top custom-car builders, GM Japan, big-box chains and various dealerships. Jeff Kagawa can be reached at jeff@kagawainternational.com.

Auto Shows in Japan

• Tokyo Auto Salon, January
• Nagoya Auto Trend, March 1–2
• Next New Style Custom Auto Show (Tokyo), March 23
• X5 (Cross Five), various locations throughout the year

SEMA News—March 2014

INTERNATIONAL
By Jeff Kagawa

Japan Custom-Car Market Overview

Custom-Car History

Japan’s custom-car market developed later than in the U.S., European and Australian markets, getting its start in the late ’70s. Young people began customizing their cars and motorcycles at that time and, like everywhere else in the world, customizing preceded government laws regulating the industry.

The style created by the Japanese is called “bosozoku,” where cars are lowered with extreme, handcrafted body kits that include flared fenders, front spoilers, rear wings and modified exhausts. Most were crafted locally due to a lack of parts, but aftermarket parts—mostly from the United States and Europe—began infiltrating the market in the years that followed. The culture of custom cars slowly began to emerge, and the Japanese government also began to relax its laws as it realized that the products were safe and also good for the economy.

Japan was introduced to the idea of customizing vans in the late ’80s via the American-made Chevy Astro van. Thousands of Astro vans were customized in Southern California and then shipped to Japan, where buyers eagerly awaited this latest craze. The Astros also had customized interiors, which was a brand-new concept at the time. These trends helped the Japanese create their own custom culture for vans and wagons, which is the largest market sector today.

There was a period in the ’90s when lowriders were a big hit. Again, most of the cars originated in Southern California and were shipped to Japan. The paint schemes, custom interiors and attention to detail were what caught the attention of Japanese car enthusiasts, and those influences are quite evident in today’s custom-car market.

The Japanese custom-car market is currently flourishing. It has segmented into various followings, such as super cars and VIPs influenced by Europe, musclecars and SUVs influenced by the United States, vans and wagons that draw their roots from the Astro van and, of course, tuning and the bosozoku are still popular.

Opportunities forU.S. Companies

American products are very highly regarded in Japan’s custom-car market, as the United States is seen as the pioneer of customization, and the Japanese follow U.S. trends and styles. Thousands of Japanese visitors come to the SEMA Show every year to look for new ideas, techniques and products to take home. U.S. products are viewed as fresh, innovative and of high quality. If that describes your product, you may have an opportunity in Japan.

Successful U.S. Companies in Japan

Diablo Wheels entered the market with its initial advertisement in a Japanese car magazine in April 2008. Since then, the company’s products have been named “Wheel of the Year” by the readers of J-Lug magazine for four years in a row, from 2008 to 2011. The company’s success can be attributed to having a sales and marketing plan in place prior to its advertisement.

Diablo Wheels also hired an independent Japanese consultant/sales rep to handle this specific territory and entered the game with an adequate budget. Diablo also sends an executive to Japan at least once per year and holds quarterly meetings with its distributor to ensure that everyone remains on the same page.

“Diablo has made modifications to our wheels in regards to quality, size, offset and PCD, all for the Japan market,” said Senior Vice President Jerry Lee. “The nice thing is that these modifications were made for Japan but are big sellers in other regions as well. The eastern hemisphere definitely follows Japan!”

In another example of success, Steve DeMan began traveling to Japan in 1997 to showcase his paint techniques and share them with an enthusiastic new audience. Sixteen years later, his name is strong in Japan, and people anxiously await their turn to learn from the American legend.

DeMan’s willingness to share knowledge has earned him tremendous respect, and shops eagerly await the opportunity to work with him on special projects. He recently launched a new painter’s-tape line that was very well received by the audience at the Next Auto Show in Tokyo in May 2013, where he gave live demonstrations.

Kicker has also seen strong and steady growth in Japan over the past several years. According to Chet Weddle, the company’s international sales manager, the primary reason for Kicker’s continued success is the exceptional relationship with its distributor in Japan. They meet at least three times per year to review changes in the marketplace and to go over installations and troubleshooting.

DIY and Superstores

Japan’s love of automobile accessories is demonstrated by the massive number of items stocked by superstores such as Autobacs. The square footage of the shopping areas of these stores is comparable to Target here in the United States, but they also have several bays to work on cars.

Enthusiasts will easily spend two hours just looking around, finding everything from air fresheners and model cars to electronics and performance parts. Basically, anything related to an automobile is sold there. But unlike U.S. stores, such as AutoZone and Pep Boys, you will not see replacement parts, such as sparkplugs, hoses or batteries. Those types of products are usually not sold to the consumer. The products sold in the Japanese superstores are for the aftermarket audience.

DIY is rare in Japan. Typically, professionals perform the installation of anything that takes longer than a few minutes. Working on one’s own car is a rare hobby due to the limited space in which the Japanese people live. Cars are typically parked in underground structures or in carports, with no available space to work or store tools.

The automotive superstores mostly cater to the domestic custom segment, which is vans and wagons, tuners, K-cars and VIPs. If your product falls into one of these categories or is universal, the superstore avenue is definitely something that should be considered, as it is big business.

Competition

Competition within Japan is pretty straightforward. U.S., European and, of course, Japanese products are typically held in high regard. Chinese and other Southeast Asian products are also readily available.

The benchmark for quality in Japan is very high, so only companies that are willing to put quality as a top priority will see success. Interestingly, price is not a huge factor in this market segment. Quality and service are probably more important than price. Many Japanese say that they would be willing to pay a higher price in exchange for better quality/service in regard to products from the United States.

Distribution/Logistics

Pros:
•Payment will come from a U.S.-based company.
•No need to learn export documentation and logistics, since the exporter will take care of everything.
•Language barrier will be minimal.
•Very easy, almost like another domestic customer.

Cons:
•Cannot control pricing once the product leaves your facility.
•No direct communication with your customer in Japan.
•Purchasing agent works on behalf of the Japanese customer, not you.
•Your product will likely be sold through a small network.

Getting Started

Step one is to research the market, then make a trip to Japan. Find your niche and develop a plan on how to enter the market. Most U.S. companies should probably start with cars that are sold in both countries.

Keep expectations realistic. Remember that you are not trying to create the next trend; you should just be looking for a piece of the pie. Once you get a foot in the door, expand your offerings to the mainstream audience by modifying/creating product for cars that are not sold in the United States.

Summary

A U.S. company that offers a quality product and is willing to invest in the Japanese market can be successful. Patience, willingness to adapt and a drive to build relationships are crucial traits necessary to enter the market. Though it is not easy to enter, once you’re in the Japanese market, you almost have to go bankrupt for customers to drop you. The Japanese are extremely loyal to brands, and the custom-car market is no different. Contrary to popular belief, the doors in Japan are open, but you need to knock before they let you in.

Enthusiast Magazines Available in Japan

Getting your hands on actual copies of some of the many enthusiast magazines available in Japan would be ideal. If not, Facebook is a good option because it is easy to navigate and there are a lot of photos to look at. A few to look for include:

• J-Lug—JDM, USDM, www.facebook.com/jlugmag
• Custom Car—JDM, www.facebook.com/customcar.japan
• VIP—Higher-end Japanese and European, www.facebook.com/vipcar.japan
• Style Wagon—Vans and wagons, www.facebook.com/stylewagonjapan

About the Author

Kagawa International is a Japan business consultant and exporter of U.S. automotive products. The company was established in 2000, and owner Jeff Kagawa has been exporting American goods to Japan for more than 21 years. Kagawa International works with U.S. companies to help them enter the Japanese market, providing research and creating personalized sales and marketing plans. Its vast network consists of many of Japan’s top custom-car builders, GM Japan, big-box chains and various dealerships. Jeff Kagawa can be reached at jeff@kagawainternational.com.

Auto Shows in Japan

• Tokyo Auto Salon, January
• Nagoya Auto Trend, March 1–2
• Next New Style Custom Auto Show (Tokyo), March 23
• X5 (Cross Five), various locations throughout the year

By AJ Carney

SEMA's Town Hall Meetings provide both members and prospective members with the opportunity to learn about the association's current programs and objectives while networking with automotive aftermarket professionals from the same geographic region.

SEMA invites industry professionals to its Town Hall Meeting in Chattanooga, Tennessee, where members and prospective members will gather at Coker Tire Co. Inc., Friday, April 4, from 6:00 p.m.–9:00 p.m., for an evening of networking with local industry leaders and SEMA staff.

SEMA's Town Hall Meetings provide both members and prospective members with the opportunity to learn about the association's current programs and objectives while networking with automotive aftermarket professionals from the same geographic region. These personal interactions give members a chance to share the business challenges and opportunities they face. As SEMA staff interacts with attendees, they also gain valuable feedback, which helps identify how current benefits can enhance members' business operations to better meet their needs.

Meet our panel and industry leaders:

• Corky Coker – Coker Tire Co. Inc.
• Doug Evans – Source Interlink Media
• Scooter Brothers – COMP Performance Group

Special Guest:

• Bob Corker – U.S. Senator Bob Corker (R-TN)

SEMA has led Town Hall Meetings in several cities across the United States. We invite you to attend a Town Hall near you.

For more information or to register, visit SEMA's website, or contact Andrea “AJ” Carney at 909-978-6697 or andreac@sema.org.

By AJ Carney

SEMA's Town Hall Meetings provide both members and prospective members with the opportunity to learn about the association's current programs and objectives while networking with automotive aftermarket professionals from the same geographic region.

SEMA invites industry professionals to its Town Hall Meeting in Chattanooga, Tennessee, where members and prospective members will gather at Coker Tire Co. Inc., Friday, April 4, from 6:00 p.m.–9:00 p.m., for an evening of networking with local industry leaders and SEMA staff.

SEMA's Town Hall Meetings provide both members and prospective members with the opportunity to learn about the association's current programs and objectives while networking with automotive aftermarket professionals from the same geographic region. These personal interactions give members a chance to share the business challenges and opportunities they face. As SEMA staff interacts with attendees, they also gain valuable feedback, which helps identify how current benefits can enhance members' business operations to better meet their needs.

Meet our panel and industry leaders:

• Corky Coker – Coker Tire Co. Inc.
• Doug Evans – Source Interlink Media
• Scooter Brothers – COMP Performance Group

Special Guest:

• Bob Corker – U.S. Senator Bob Corker (R-TN)

SEMA has led Town Hall Meetings in several cities across the United States. We invite you to attend a Town Hall near you.

For more information or to register, visit SEMA's website, or contact Andrea “AJ” Carney at 909-978-6697 or andreac@sema.org.

Edelbrock Facility Tour and Annual Car Show

	On Saturday, May 3, 2014, more than 300 cars will fill the streets around Vic's Garage for the ninth Annual Edelbrock Car Show.

Edelbrock will open the doors of its corporate headquarters and manufacturing facility to the public for free shop tours, Friday, May 2. Participants have the opportunity to tour Edelbrock's research and development, manufacturing and quality control departments. This is a unique opportunity for automotive enthusiasts to see what it takes to design and manufacture high-quality performance products. Shop tours begin at 10:00 a.m. and will end at 2:00 p.m.

Visit www.edelbrockfamilyfoundation.org to learn more about the charities they support. Registration for the Edelbrock Car Show is available at www.edelbrock.com/carshow.

2014 Shelby Vegas Bash Begins April 14

Shelby American and Team Shelby will host the 2014 Shelby Vegas Bash at the new Shelby American World Headquarters just off the Las Vegas Strip. Festivities begin Monday, April 14, and run until the Mustang Club of America (MCA) 50th Birthday Celebration, Thursday, April 17. This year’s Vegas Bash includes a Shelby Cruise from Palm Springs to Las Vegas, Monday night’s “Cars Under the Stars” event at the new facility, a Poker Run, exclusive tours, a Shelby GTS giveaway and more.

“With the Shelby Vegas Bash leading right into the MCA 50th Birthday Celebration, we’re expecting this year to be bigger and better than ever,” said Joe Conway, CEO of Shelby American. “This will be the first opportunity to host Shelby members and enthusiasts at our new world headquarters in the heart of Las Vegas. This year’s Vegas Bash and MCA 50th Celebration will be one for the record books.”

For more info and to register for the Vegas Bash, check out the Shelby American website. For details and registration info for the Mustang 50th Birthday Celebration, visit www.mustang50thbirthdaycelebration.com. 

ODYSSEY Battery Updates Website to Adapt to All Devices

	The ODYSSEY Battery website has been updated to accommodate the size of the device being used, making it easy to read and navigate using a computer, tablet or smartphone browser.

ODYSSEY Battery by EnerSys recently launched a redesign of its website, www.odysseybattery.com, incorporating responsive web design to optimize the user experience for a range of devices. The new technology adapts all of the website's content for the size of the device being used, making it easy to read and navigate using a computer, tablet or smartphone browser.

The enhanced website provides easy access to resources such as the ODYSSEY Battery mobile app, the ODYSSEY Battery online store and the Battery finder tool. The website also has quick links to ODYSSEY Battery social media platforms.

aFe Power and Wes-Coast Marketing Partner
Wes-Coast Marketing was selected by aFe Power to represent the company's full line of performance products across its entire territory. aFe Power manufacturers air filters and intake kits, exhaust systems, intercoolers, turbos, differential and transmission pans and many other performance products.    

Workshop Hero Debuts on Shelves of Canadian Tire

Workshop Hero, a division of Armor Protective Packaging, announced that its products are now on the shelves of Canada’s largest retail chain, Canadian Tire. Canadian Tire Corp. is a family of companies that include Canadian Tire Retail, PartSource, FGL Sports, Mark's, and Canadian Tire Financial Services. Canadian Tire has close to 500 retail stores with merchandising categories that range from automotive parts, automotive service, tools and hardware, sporting goods, housewares and seasonal items.

“We are pleased to have teamed up with Canadian Tire because Workshop Hero products are the ideal match for the Canadian Tire customer,” said David Yancho, vice president of sales and marketing. Stores are carrying Metal Rescue Rust Remover Bath and Dry Coat Rust Preventative—both are water based, non-toxic and clean, safe and easy to use. “Our products remove rust and prevent it from reforming on automotive parts, tools, and all household items.”

Gary Kennon Promoted to Dover Engineered Systems Executive Vice President

Gary Kennon, president of Vehicle Service Group (VSG), has been promoted to executive vice president of the Dover Engineered Systems Group (DES) as part of a business restructuring announced by VSG’s parent company Dover. In his new role, Kennon will have oversight for five Dover operating companies as well as responsibility for the segment’s operational excellence and supply chain programs.

Dover has realigned its businesses into a new segment structure organized around its key end markets to better focus on growth strategies. VSG is part of the DES segment, which is comprised of companies that design, manufacture and service critical equipment and components serving the printing and identification, transportation, waste handling, and industrial end markets.

Kennon’s promotion will eventually take him to Dover headquarters in Downers’ Grove, Ill. Dover has begun the search to replace him, and to assure a smooth transition, Kennon will continue to support VSG until a new president is appointed.

Have some company news you would like to share? Let us know and the news may appear in an upcoming issue of SEMA eNews. Send your items for consideration to editors@sema.org. 

Compiled by SEMA Editors

	Royal Purple will sponsor Pro Stock driver Erica Enders-Stevens in the Elite Motorsports Chevy Camaro.

Royal Purple Announces Erica Enders-Stevens 2014 Sponsorship
Royal Purple has announced its sponsorship of Pro Stock driver Erica Enders-Stevens. The 2014 season marks Enders-Stevens' 10th competing in Pro Stock as she works to continue her reign as the most successful female Pro Stock driver in NHRA history. A native of Houston, Texas, Enders-Stevens will drive the Elite Motorsports Chevy Camaro, which is tuned by the father/son duo Rick and Rickie Jones, with in-house horsepower crafted by Nick Ferri and Jake Hairston.

Royal Purple will provide support by furnishing its lines of synthetic lubricants, coolant and fuel system additives for Enders-Stevens' efforts on and off-track in the series. Enders-Stevens and her Elite Motorsports team will also provide Royal Purple with valuable feedback helping to make the company’s products even more effective.

Toyo Tires Assists in Guinness World Records Official Attempt
On Sunday, March 16, Toyo Tires will be a part of history as 2014 Team Toyo Dakar rally driver Guerlain Chicherit attempts a Guinness World Records title for the longest car ramp jump. Chicherit plans to soar 360 ft. in his specially constructed Monster Energy/Toyo Tires MINI. The Guinness World Records title attempt will take place in the scenic resort of Tignes, France. The current record is 332 ft., and was set May 30, 2011, by former Team Toyo driver and two-time Formula Drift Champion Tanner Foust. An accomplished athlete and native of Tignes, Chicherit won the 2009 FIA Rally Raid Championship.

	John Force was voted Drag Racer of the Year and the RACER of the Year for all forms of motorsports.

RACER Magazine Readers Recognize Forces as Big Winners
The readers of RACER magazine turned out in record numbers to recognize two John Force Racing drivers for their high levels of excellence during the 2013 NHRA season. John Force, the newly crowned 2013 NHRA Mello Yello Funny Car champion, was voted Drag Racer of the Year and the RACER of the Year for all forms of motorsports. Force, driver of the Castrol GTX High Mileage Mustang Funny Car, becomes just the third multiple-time RACER of the Year winner, joining four-time winner Michael Schumacher and two-time winner Jacques Villeneuve. Force won his first RACER of the Year award for his then record-setting 15th Mello Yello Funny Car championship in 2010.

Force received 67% of the fan vote for RACER of the Year and 83% of the vote for Drag Racer of the Year. This was the seventh time Force has been named Drag Racer of the Year. Top Fuel driver Brittany Force was the choice for RACER Rookie of the Year. Last year, Courtney Force took home top rookie honors from RACER readers. Brittany, the first Force to race Top Fuel dragster, outdistanced NASCAR Sprint Cup rookies Danica Patrick and Ricky Stenhouse, as well as young drivers from racing series around the globe.

Fans can see all the RACER awards at www.racer.com.

YouTube's Largest Automotive Channel to Stream Live Broadcasts of Complete 2014 TORC: The Off Road Championship Season
TORC: The Off-Road Championship has announced a partnership with YouTube's largest automotive channel, Motor Trend, for live broadcasts of the entire 2014 TORC series. The channel has a subscriber base of more than 2 million, has garnered some 560 million views in total and was recently scored as the leading automotive-related channel by OpenSlate, generating more than 20 million visits per month by users with an interest in racing and car culture. It is also the largest producer of daily, original automotive content. This partnership represents the first time that the Motor Trend YouTube channel will broadcast live coverage of a motorsports series. Fans can expect a fully produced web broadcast that will bring them all 14 rounds of racing from the 2014 TORC season.

Compiled by SEMA Editors

	Royal Purple will sponsor Pro Stock driver Erica Enders-Stevens in the Elite Motorsports Chevy Camaro.

Royal Purple Announces Erica Enders-Stevens 2014 Sponsorship
Royal Purple has announced its sponsorship of Pro Stock driver Erica Enders-Stevens. The 2014 season marks Enders-Stevens' 10th competing in Pro Stock as she works to continue her reign as the most successful female Pro Stock driver in NHRA history. A native of Houston, Texas, Enders-Stevens will drive the Elite Motorsports Chevy Camaro, which is tuned by the father/son duo Rick and Rickie Jones, with in-house horsepower crafted by Nick Ferri and Jake Hairston.

Royal Purple will provide support by furnishing its lines of synthetic lubricants, coolant and fuel system additives for Enders-Stevens' efforts on and off-track in the series. Enders-Stevens and her Elite Motorsports team will also provide Royal Purple with valuable feedback helping to make the company’s products even more effective.

Toyo Tires Assists in Guinness World Records Official Attempt
On Sunday, March 16, Toyo Tires will be a part of history as 2014 Team Toyo Dakar rally driver Guerlain Chicherit attempts a Guinness World Records title for the longest car ramp jump. Chicherit plans to soar 360 ft. in his specially constructed Monster Energy/Toyo Tires MINI. The Guinness World Records title attempt will take place in the scenic resort of Tignes, France. The current record is 332 ft., and was set May 30, 2011, by former Team Toyo driver and two-time Formula Drift Champion Tanner Foust. An accomplished athlete and native of Tignes, Chicherit won the 2009 FIA Rally Raid Championship.

	John Force was voted Drag Racer of the Year and the RACER of the Year for all forms of motorsports.

RACER Magazine Readers Recognize Forces as Big Winners
The readers of RACER magazine turned out in record numbers to recognize two John Force Racing drivers for their high levels of excellence during the 2013 NHRA season. John Force, the newly crowned 2013 NHRA Mello Yello Funny Car champion, was voted Drag Racer of the Year and the RACER of the Year for all forms of motorsports. Force, driver of the Castrol GTX High Mileage Mustang Funny Car, becomes just the third multiple-time RACER of the Year winner, joining four-time winner Michael Schumacher and two-time winner Jacques Villeneuve. Force won his first RACER of the Year award for his then record-setting 15th Mello Yello Funny Car championship in 2010.

Force received 67% of the fan vote for RACER of the Year and 83% of the vote for Drag Racer of the Year. This was the seventh time Force has been named Drag Racer of the Year. Top Fuel driver Brittany Force was the choice for RACER Rookie of the Year. Last year, Courtney Force took home top rookie honors from RACER readers. Brittany, the first Force to race Top Fuel dragster, outdistanced NASCAR Sprint Cup rookies Danica Patrick and Ricky Stenhouse, as well as young drivers from racing series around the globe.

Fans can see all the RACER awards at www.racer.com.

YouTube's Largest Automotive Channel to Stream Live Broadcasts of Complete 2014 TORC: The Off Road Championship Season
TORC: The Off-Road Championship has announced a partnership with YouTube's largest automotive channel, Motor Trend, for live broadcasts of the entire 2014 TORC series. The channel has a subscriber base of more than 2 million, has garnered some 560 million views in total and was recently scored as the leading automotive-related channel by OpenSlate, generating more than 20 million visits per month by users with an interest in racing and car culture. It is also the largest producer of daily, original automotive content. This partnership represents the first time that the Motor Trend YouTube channel will broadcast live coverage of a motorsports series. Fans can expect a fully produced web broadcast that will bring them all 14 rounds of racing from the 2014 TORC season.

	SEMA members that sell or distribute products can now obtain an unlimited number of product data exports from the SEMA Data Co-op (SDC) at no cost.

Following a strong formal launch of its Product Information Management System (PIMS) in May 2013, coupled with the announcement of free product data exports to SEMA members later that year, the SEMA Data Co-op (SDC) has seen unprecedented growth in membership in recent months. In late February, a significant participation milestone was reached with the signup of its 600th member.

"The reception we are receiving in the industry is just fantastic," said Jim Graven, SDC director of membership. "In particular, we are seeing very strong interest from the re-seller community, which obviously has a very strong pent-up demand for quality, affordable product data. As we continue to build this momentum with these data receivers, more and more manufacturers are coming our way to utilize the SDC as a central point for easy management, storage, validation and distribution of their data. We are even seeing significant interest from the replacement parts side of the business, and we welcome any manufacturers in that marketplace to check us out."

Jon Wyly, CEO of the SDC, commented, "Successful distribution of product data across the industry is critical to powering business systems of all types, ranging from internal shipping and category management needs at the distribution level, to the mandatory availability of product information to grow business and close sales in brick-and-mortar and eCommerce retail environments. It feels great to have made such significant progress in this arguably very challenging endeavor."

The SEMA Data Co-op is an industry-owned and -operated initiative designed to bring full product data management capabilities to participating suppliers, and to deliver clean, customized data exports to receivers at the lowest possible cost. Features include a secure, industry standards-based centralized data repository, extensive onboarding tools, expert live training and technical assistance and unlimited standard or fully customized data exports. To learn more about the program, visit the SEMA Data Co-op (SDC) website or contact Jim Graven at 888-958-6698, ext 4.

	SEMA members that sell or distribute products can now obtain an unlimited number of product data exports from the SEMA Data Co-op (SDC) at no cost.

Following a strong formal launch of its Product Information Management System (PIMS) in May 2013, coupled with the announcement of free product data exports to SEMA members later that year, the SEMA Data Co-op (SDC) has seen unprecedented growth in membership in recent months. In late February, a significant participation milestone was reached with the signup of its 600th member.

"The reception we are receiving in the industry is just fantastic," said Jim Graven, SDC director of membership. "In particular, we are seeing very strong interest from the re-seller community, which obviously has a very strong pent-up demand for quality, affordable product data. As we continue to build this momentum with these data receivers, more and more manufacturers are coming our way to utilize the SDC as a central point for easy management, storage, validation and distribution of their data. We are even seeing significant interest from the replacement parts side of the business, and we welcome any manufacturers in that marketplace to check us out."

Jon Wyly, CEO of the SDC, commented, "Successful distribution of product data across the industry is critical to powering business systems of all types, ranging from internal shipping and category management needs at the distribution level, to the mandatory availability of product information to grow business and close sales in brick-and-mortar and eCommerce retail environments. It feels great to have made such significant progress in this arguably very challenging endeavor."

The SEMA Data Co-op is an industry-owned and -operated initiative designed to bring full product data management capabilities to participating suppliers, and to deliver clean, customized data exports to receivers at the lowest possible cost. Features include a secure, industry standards-based centralized data repository, extensive onboarding tools, expert live training and technical assistance and unlimited standard or fully customized data exports. To learn more about the program, visit the SEMA Data Co-op (SDC) website or contact Jim Graven at 888-958-6698, ext 4.

By Zane Clark

	Jim Graven

Are you ready for the selling season? Would you like to boost your profits and expand your market reach? Standards compliant data is easily sharable, and the time to start is now! Led by Jim Graven, SEMA Data Co-op (SDC) director of membership, webinar participants will learn how the SDC program works through a presentation and live demonstration of their system. Then subscribe to the SDC to sell more parts!

Learning Objectives:

• Understand how the SDC helps suppliers and receivers sell more parts.
• Use the online user interface and take a tour of SDC features and functionality.
• Learn how to upload new products, update current products and validate product data to industry standards.
• Learn how to schedule downloads, review current member listings and manage data feeds.

Join the SEMA Education Institute (SEI) and the SDC team! Participate live or download the webinar when it’s convenient. And remember: SEMA webinars are free to SEMA members and only $29 for non-members.

For more information contact Juliet Marshall at 909-978-6655.

Jim Graven came to the SDC in August 2012 with more than 15 years of experience in the specialty-parts aftermarket, taking responsibility for member services, recruitment and promotions.
 
His background includes extensive sales, marketing and project management experience at Reliable Automotive and Arrow Speed Warehouse, where he managed various customer-facing teams, events, media production and end-to-end project organization. In 1990, Graven earned a B.S. in finance from Georgia Southern University.
 
Graven's energetic and attentive style, coupled with a broad background in the industry, made him the ideal candidate to work closely with SDC members to optimize their experience. In addition, his flair for communication, organization and teaching make him ideally suited for welcoming new members into the SDC.