SEMA News—December 2013

BEST PRACTICES
By Steve Campbell

Product Packaging

It’s All Wrapped Up in Protection, Branding, Economics and the Environment

“Our products can be expensive,” said Joe Dussol, marketing director for Powerteq, which is the parent company of Superchips and Edge Products. “Depending on the product, some people might spend $600–$1,000, and we want the customer to feel like he’s holding something worth that kind of money when he picks up our package. That’s why our packaging might be a little bit more costly than doing a cardboard box with some print on it, but we really want it to stand out.”

Dussol said that digital photography and digital printing technologies have allowed his company to use a variety of new inks, patterns and materials, ranging from plastics to cardboard, and print processes using everything from laser-jet to water-jet printers and sophisticated dyes.

“The new equipment and techniques also allow us to cut costs,” he said. “For instance, we used to have to wait for certain types of printing to dry, so you might order a four-color print job and have to wait several days for it to dry. With digital processes, there’s virtually no drying time.”

Rodney Bertram, creative director for Airaid Filter Co., said that digital systems and computer designing have also made packaging tasks more efficient.

“If you’re doing a specific package that needs product photos, digital is the way to go,” he said. “We used to have to deal with film, get the photo scanned and worry about quality. Everything is much quicker now, and we can look at recyclable materials, how much a package is going to affect the environment, whether we can save on ink or processing, how sturdy the box needs to be. We can send a die line [a flat diagram that shows all the cut lines and folds of a package] to a specific printer to make sure it’s correct and then build the artwork around that.”

“Internal engine components are not ‘pretty parts’ when compared to other aftermarket components and/or accessories and are not typically displayed on retail shelves,” said Ernie Silvers, Egge’s CEO and president. “Our products often pass through a jobber or a warehouse distributor before getting to the end user, so the packaging must be durable and be able to successfully navigate the global UPS logistics system. Protecting the product is always the priority.”

For many companies, however, presentation is as critical as protection, both outside and within the package.

“When you open our box, it’s not full of white popcorn that you need to dig through,” Bertram said. “We use pillow packs—airbags—to cushion our products, because that makes it easier for the customer to make sure he’s gotten all his parts. Also, each of our filters is inserted into a box in itself, which further protects it. That lets the customer know that we really care, and the pillow packs are also more environmentally friendly because we can make just what we need to use.”

Dussol said that his company designs its packaging to appeal to the customer but also to provide retailers with inherent sales functions. For instance, the package for the Superchips TrailDash tuner—which won the 2012 SEMA Show award for best new packaging display—features a USB port on the side of the box to allow the unit to be powered up in a demonstration mode and a front panel that opens to reveal the tuner.

“The dealer can put the package on his counter and display the live product running, Dussol said. “And he can also sell that product because it’s not being taken out of the box and used.”

Bertram said that Airaid views its packaging as a branding tool, and logo placement is very important. That’s why the company logo is designed with contrasting colors—black and a yellow-orange gradient—and the logo is prominent on the top of each package. If the product is stacked on a shelf, the boxes will form a wall of Airaid logos.

The ability to stack products not only helps shippers and retailers but can also save money. For instance, plastic clamshell packages can create stacking problems unless they are encased in an additional cardboard box. And, Dussol pointed out, customers don’t like them because they are difficult to open.

“In addition, all of our products have barcodes and serial numbers positioned so that they can be easily scanned when they’re on pallets,” he said. “Warehouses are all about part numbers and barcodes, not brands, so you want to position those items so that can be quickly scanned or seen by a distributor and pulled off the shelf and moved.”

Ultimately, though, it is protection—that primary packaging purpose—where everything starts. Silvers said Egge consults with box manufacturers, industry peers and shipping companies to determine the proper paper weight and density to match up with the company’s products.

“We place the order in a box and suspend that box within a minimum of 2 in. of packing material inside another shipping container—floating the box within a box, if you will,” he said. “We quickly discover what works, adapt and stay with it.”

Dussol said that the rigors of shipping play prominently in how Powerteq’s products are packaged, and quality control includes
the simulation of shipping mishaps to determine that a package will hold up. The company also tries to ensure that its packages are recyclable, so it stays with paper and cardboard, nontoxic inks and recyclable foam inserts.

“We also look at the assembly line process to be sure that it doesn’t take too long for the line to put a package together,” he said. “Our production workers have meetings to confirm that the line is working at its most efficient. We want the boxes to be clean and look great, but we also want the people who have to assemble them to be able to do it quickly and easily.”

“When our engineers set out to design a new package, they begin with a focus on the product, how it’s intended to travel in the box and what they need to do to protect it,” said Matt Lerwill, vice president of PackageOne Inc. “They consider what the product is, the weight, the shape, the number per container, how it will travel through its supply chain (palletized, going on a shelf or parceled out via FedEx or similar carriers) as well as the time it will spend in transit, storage and warehousing. These requirements help them decide the strength requirements of the packaging and which materials will best hold up to the task.”

Daniel Ferguson, vice president of sales for Cougar Packaging Solutions Inc., said his company’s main focus is ensuring that the product gets to the end user safely.

“Even one damaged product not only costs the manufacturer dollars on that unit but also a cost to its reputation,” he said. “Our materials are chosen based on volume, product sensitivity, ship cycle, ship method, product value and customer demands on package testing. Any and all of these can be factors for choosing the proper materials.”

Commercial packagers use a number of sophisticated methods and tests to create containers that are designed for specific loads and products.

“The container has to hold up and cannot compromise the product,” Lerwill said. “It also cannot compromise the safety of the various handlers who convey it through the supply chain, and it has to be consumer friendly. The consumer must be able to easily understand how to open it. We often go to retail and club stores to see how products are being displayed and take note of the materials and designs that look good and those that do a poor job of communicating what the product is. We also take note of containers that have failed and do ‘post mortems’ on them to understand why.”

“If our product is returned, we want the customer to feel confident that it will come back in one piece so that proper credit can be given,” Betram said. “We use tuck-top boxes so they can be reused.”

And Powerteq uses a unique system with its serial numbers and barcodes to ensure that returns can be tracked and any production problems can be quickly resolved.

“Our barcodes contain a serial number and a Julian date, so we can look at the specific code on the box––which also contains the UPC code––and we can track the product back,” he said. “That way, we know who built the product as well as the day and time it was made. That same number is on the device, so if you get a customer calling for support, you just ask him for the number off his device and determine if there is a known problem. We can take care of customers more quickly because everything traces back to the time of manufacture and the person who worked on the product.”

Lerwill said that his company recently invested in another increasingly important technological concern: the environment and recyclability.

“In April 2012, we took a major step forward for the packaging industry and our nation by collaborating with Clean World Partners and opening the first commercial high-solid organic waste conversion facility at our manufacturing plant in Sacramento, California,” he said. “The system converts scrap materials, food waste, agricultural residue and other organic waste into clean renewable energy, fertilizer and soil enhancements. The byproduct is nitrogen-rich peat moss and compost materials, which provides nutrients to local farmlands.”

So even though the basic design parameters remain unchanged—creating economical, protective containers for a variety of automotive specialty-equipment products—the techniques used to get there are just as evolutionary as in any other facet of the industry. From branding to the environment, it’s all one package.

SEMA News—December 2013

BEST PRACTICES
By Steve Campbell

Product Packaging

It’s All Wrapped Up in Protection, Branding, Economics and the Environment

“Our products can be expensive,” said Joe Dussol, marketing director for Powerteq, which is the parent company of Superchips and Edge Products. “Depending on the product, some people might spend $600–$1,000, and we want the customer to feel like he’s holding something worth that kind of money when he picks up our package. That’s why our packaging might be a little bit more costly than doing a cardboard box with some print on it, but we really want it to stand out.”

Dussol said that digital photography and digital printing technologies have allowed his company to use a variety of new inks, patterns and materials, ranging from plastics to cardboard, and print processes using everything from laser-jet to water-jet printers and sophisticated dyes.

“The new equipment and techniques also allow us to cut costs,” he said. “For instance, we used to have to wait for certain types of printing to dry, so you might order a four-color print job and have to wait several days for it to dry. With digital processes, there’s virtually no drying time.”

Rodney Bertram, creative director for Airaid Filter Co., said that digital systems and computer designing have also made packaging tasks more efficient.

“If you’re doing a specific package that needs product photos, digital is the way to go,” he said. “We used to have to deal with film, get the photo scanned and worry about quality. Everything is much quicker now, and we can look at recyclable materials, how much a package is going to affect the environment, whether we can save on ink or processing, how sturdy the box needs to be. We can send a die line [a flat diagram that shows all the cut lines and folds of a package] to a specific printer to make sure it’s correct and then build the artwork around that.”

“Internal engine components are not ‘pretty parts’ when compared to other aftermarket components and/or accessories and are not typically displayed on retail shelves,” said Ernie Silvers, Egge’s CEO and president. “Our products often pass through a jobber or a warehouse distributor before getting to the end user, so the packaging must be durable and be able to successfully navigate the global UPS logistics system. Protecting the product is always the priority.”

For many companies, however, presentation is as critical as protection, both outside and within the package.

“When you open our box, it’s not full of white popcorn that you need to dig through,” Bertram said. “We use pillow packs—airbags—to cushion our products, because that makes it easier for the customer to make sure he’s gotten all his parts. Also, each of our filters is inserted into a box in itself, which further protects it. That lets the customer know that we really care, and the pillow packs are also more environmentally friendly because we can make just what we need to use.”

Dussol said that his company designs its packaging to appeal to the customer but also to provide retailers with inherent sales functions. For instance, the package for the Superchips TrailDash tuner—which won the 2012 SEMA Show award for best new packaging display—features a USB port on the side of the box to allow the unit to be powered up in a demonstration mode and a front panel that opens to reveal the tuner.

“The dealer can put the package on his counter and display the live product running, Dussol said. “And he can also sell that product because it’s not being taken out of the box and used.”

Bertram said that Airaid views its packaging as a branding tool, and logo placement is very important. That’s why the company logo is designed with contrasting colors—black and a yellow-orange gradient—and the logo is prominent on the top of each package. If the product is stacked on a shelf, the boxes will form a wall of Airaid logos.

The ability to stack products not only helps shippers and retailers but can also save money. For instance, plastic clamshell packages can create stacking problems unless they are encased in an additional cardboard box. And, Dussol pointed out, customers don’t like them because they are difficult to open.

“In addition, all of our products have barcodes and serial numbers positioned so that they can be easily scanned when they’re on pallets,” he said. “Warehouses are all about part numbers and barcodes, not brands, so you want to position those items so that can be quickly scanned or seen by a distributor and pulled off the shelf and moved.”

Ultimately, though, it is protection—that primary packaging purpose—where everything starts. Silvers said Egge consults with box manufacturers, industry peers and shipping companies to determine the proper paper weight and density to match up with the company’s products.

“We place the order in a box and suspend that box within a minimum of 2 in. of packing material inside another shipping container—floating the box within a box, if you will,” he said. “We quickly discover what works, adapt and stay with it.”

Dussol said that the rigors of shipping play prominently in how Powerteq’s products are packaged, and quality control includes
the simulation of shipping mishaps to determine that a package will hold up. The company also tries to ensure that its packages are recyclable, so it stays with paper and cardboard, nontoxic inks and recyclable foam inserts.

“We also look at the assembly line process to be sure that it doesn’t take too long for the line to put a package together,” he said. “Our production workers have meetings to confirm that the line is working at its most efficient. We want the boxes to be clean and look great, but we also want the people who have to assemble them to be able to do it quickly and easily.”

“When our engineers set out to design a new package, they begin with a focus on the product, how it’s intended to travel in the box and what they need to do to protect it,” said Matt Lerwill, vice president of PackageOne Inc. “They consider what the product is, the weight, the shape, the number per container, how it will travel through its supply chain (palletized, going on a shelf or parceled out via FedEx or similar carriers) as well as the time it will spend in transit, storage and warehousing. These requirements help them decide the strength requirements of the packaging and which materials will best hold up to the task.”

Daniel Ferguson, vice president of sales for Cougar Packaging Solutions Inc., said his company’s main focus is ensuring that the product gets to the end user safely.

“Even one damaged product not only costs the manufacturer dollars on that unit but also a cost to its reputation,” he said. “Our materials are chosen based on volume, product sensitivity, ship cycle, ship method, product value and customer demands on package testing. Any and all of these can be factors for choosing the proper materials.”

Commercial packagers use a number of sophisticated methods and tests to create containers that are designed for specific loads and products.

“The container has to hold up and cannot compromise the product,” Lerwill said. “It also cannot compromise the safety of the various handlers who convey it through the supply chain, and it has to be consumer friendly. The consumer must be able to easily understand how to open it. We often go to retail and club stores to see how products are being displayed and take note of the materials and designs that look good and those that do a poor job of communicating what the product is. We also take note of containers that have failed and do ‘post mortems’ on them to understand why.”

“If our product is returned, we want the customer to feel confident that it will come back in one piece so that proper credit can be given,” Betram said. “We use tuck-top boxes so they can be reused.”

And Powerteq uses a unique system with its serial numbers and barcodes to ensure that returns can be tracked and any production problems can be quickly resolved.

“Our barcodes contain a serial number and a Julian date, so we can look at the specific code on the box––which also contains the UPC code––and we can track the product back,” he said. “That way, we know who built the product as well as the day and time it was made. That same number is on the device, so if you get a customer calling for support, you just ask him for the number off his device and determine if there is a known problem. We can take care of customers more quickly because everything traces back to the time of manufacture and the person who worked on the product.”

Lerwill said that his company recently invested in another increasingly important technological concern: the environment and recyclability.

“In April 2012, we took a major step forward for the packaging industry and our nation by collaborating with Clean World Partners and opening the first commercial high-solid organic waste conversion facility at our manufacturing plant in Sacramento, California,” he said. “The system converts scrap materials, food waste, agricultural residue and other organic waste into clean renewable energy, fertilizer and soil enhancements. The byproduct is nitrogen-rich peat moss and compost materials, which provides nutrients to local farmlands.”

So even though the basic design parameters remain unchanged—creating economical, protective containers for a variety of automotive specialty-equipment products—the techniques used to get there are just as evolutionary as in any other facet of the industry. From branding to the environment, it’s all one package.

	The first SEMA Town Hall of 2014 will feature panelists SEMA Chairman of the Board Nate Shelton of B&M Racing & Performance, SEMA Board member John Hotchkis of Hotchkis Performance LLC and former SEMA Board member Joel Ayres of Bedslide/Takit Inc.

By AJ Carney

SEMA invites industry professionals to the first stop of the 2014 Town Hall tour, where members and prospective members will gather at Flowmaster, B&M & Hurst Warehouse in Sacramento, California, Wednesday, January 29, from 6:00 p.m.–9:00 p.m. for an evening of networking with local industry leaders and SEMA staff.

The first SEMA Town Hall of 2014 will feature panelists SEMA Chairman of the Board Nate Shelton of B&M Racing & Performance, SEMA Board member John Hotchkis of Hotchkis Performance LLC and former SEMA Board member Joel Ayres of Bedslide/Takit Inc.

SEMA's Town Hall Meetings provide 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 provide members with the chance to share the business challenges and opportunities they face. The gatherings also give SEMA staff valuable feedback that will help identify current benefits to enhance members' business operations and better meet their needs.

SEMA has conducted Town Hall Meetings over the past three years in several cities across the United States. SEMA staff and leadership invites and encourages all members to attend a Town Hall Meeting when possible.

For more information or to register, visit www.sema.org/townhall/sacramento or contact Andrea “AJ” Carney at 909-978-6697 or andreac@sema.org.

	The first SEMA Town Hall of 2014 will feature panelists SEMA Chairman of the Board Nate Shelton of B&M Racing & Performance, SEMA Board member John Hotchkis of Hotchkis Performance LLC and former SEMA Board member Joel Ayres of Bedslide/Takit Inc.

By AJ Carney

SEMA invites industry professionals to the first stop of the 2014 Town Hall tour, where members and prospective members will gather at Flowmaster, B&M & Hurst Warehouse in Sacramento, California, Wednesday, January 29, from 6:00 p.m.–9:00 p.m. for an evening of networking with local industry leaders and SEMA staff.

The first SEMA Town Hall of 2014 will feature panelists SEMA Chairman of the Board Nate Shelton of B&M Racing & Performance, SEMA Board member John Hotchkis of Hotchkis Performance LLC and former SEMA Board member Joel Ayres of Bedslide/Takit Inc.

SEMA's Town Hall Meetings provide 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 provide members with the chance to share the business challenges and opportunities they face. The gatherings also give SEMA staff valuable feedback that will help identify current benefits to enhance members' business operations and better meet their needs.

SEMA has conducted Town Hall Meetings over the past three years in several cities across the United States. SEMA staff and leadership invites and encourages all members to attend a Town Hall Meeting when possible.

For more information or to register, visit www.sema.org/townhall/sacramento or contact Andrea “AJ” Carney at 909-978-6697 or andreac@sema.org.

Strengthen Your Company Through Community

No matter what niche you're in—rods, restoration, racing, restyling, reps, trucks or wheels and tires—there's a SEMA council or professional network that's right for your company. SEMA councils and networks offer members a variety of niche-specific programs and activities designed to provide educational and networking opportunities while promoting their particular market segment.

Visit YEN's website

	(L-R): (back row) Sergio Ramirez, Amanda Watt, Chris Potter, Adam Brown, Ben Chase, Wyatt Tegtmeier. (Front row) Rebeca Olavarrieta, Kenna Primm, Susan Rosales and Chris Lindh.

Read Reflections From Fellowship Participants

By Amanda Gubbins

Reflections about the SEMA Show from this year’s Young Executives Network (YEN) Fellowship participants are now available online.

“My first SEMA Show experience was so much more than just walking the Show floor,” said Chris Potter. “It was about the people behind those parts and companies. It’s those people who come together and become SEMA. The organization can be described as the backbone of our industry. These people work together to promote and fight for our industry, ensuring that the automotive aftermarket and the people who are that industry can adapt and grow in an ever-changing world.”

Along with Potter, Adam Brown, Ben Chase, Chris Lindh, Rebeca Olavarrieta, Kenna Primm, Sergio Ramirez, Susan Rosales, Wyatt Tegtmeier and Amanda Watt also shared what they gained from the experience.

The SEMA Show YEN Fellowship is a benefit available to SEMA-member company employees under the age of 40 through YEN. This free group provides members with professional development opportunities alongside others in the industry. In particular, the fellowship program demonstrates SEMA’s commitment to recognizing and developing talent among the next generation of specialty-equipment professionals.

Candidates for the fellowship submit an application and essays, which are used to select the final 10 award winners. The selected participants then have the chance to develop their business skills and expand their professional network by attending events at the Show. Applications for the 2014 fellowship will be accepted beginning early in the New Year.

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Visit HRIA's website

	HRIA Education Day will consist of 24 sessions, each led by a hot-rod parts manufacturer educating attendees about product features, benefits and installation guidelines.

Hot Rod Council to Present Education Day at 2014 Detroit Autorama

By Della Domingo

The annual SEMA Hot Rod Industry Alliance (HRIA) Education Day will be held, for the first time, in conjunction with the Detroit Autorama—the 60-year-old custom car show taking place in March 2014 at Cobo Hall in Detroit. The program will consist of 24 sessions, each led by a hot-rod parts manufacturer educating attendees about product features, benefits and installation guidelines.

“For more than 10 years, HRIA Education Day has proven to be a key event for helping manufacturers share detailed, and sometimes technical, information about their products with their customers,” said Jim Skelly, SEMA director of councils. “Holding the Education Day program at the Detroit Autorama will allow HRIA members to expand and reach a new audience.”

HRIA previously held its Education Day program at the Hotrod & Restoration Trade Show in Indianapolis. The move to the Detroit Autorama will enable manufacturers to reach a new, expanded audience. Autorama, which is well known for having the world’s most coveted hot rods, prestigious awards competitions, as well as top celebrities and student programs, attracts more than 150,000 individuals annually. Education Day will take place Thursday, March 6, 2014 (the day before Autorama officially opens), and is open to all hot-rod shops and businesses, as well as to all Autorama attendees.

“As one the nation’s premier indoor custom car shows, the Detroit Autorama attracts thousands of businesses and enthusiasts who are passionate and deeply vested in new hot-rod products,” said Peter A. Toundas, president of Championship Auto Shows Inc.—promoter of the event. “The HRIA Education Day program will add a valuable element to the event, giving attendees an opportunity to connect directly with manufacturers, which would be difficult for them to do on their own.”

Attendee registration is now open. Reserve your spot today.

For more information about HRIA, contact Jim Skelly.

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Visit MPMC's website.

	The 2014 MPMC Media Trade Conference will be held January 21–23, at the Embassy Suites Orange County Airport South.

By SEMA Editors

Reporters, editors and freelance journalists: Conduct private interviews with leading manufacturers during the 2014 MPMC Media Trade Conference. Registration is now open and available. The 2014 event takes place January 21–23, at the Embassy Suites Orange County Airport North in Santa Ana, California.

The annual Media Trade Conference, which features 100 companies from SEMA's Motorsports Parts Manufacturers Council (MPMC), brings together members of the working press with motorsports parts producers for face-to-face private meetings. Media reps have the opportunity to meet with up to 14 exhibitors each day of the conference—for a total of 42 quality meetings throughout the event's three days.

Media will select the manufacturers they most want to meet with and indicate those which they do not want to meet with when registering online. A personalized schedule will then be created for the registered media, and sent out in early January. Register now! Questions? Media inquiries can be directed to dellad@sema.org. All manufacturer questions or general questions about the event can be directed to jimsk@sema.org or 909-978-6690.

View the list of participating exhibitors.

Date: January 21–23, 2014
Location: Embassy Suites Orange County Airport South
1325 East Dyer Rd.
Santa Ana, CA 92705

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Visit SBN's website.

	Michelle Knight

SBN Member of the Month: Michelle Knight, International AERO Products

Michelle Knight, communications director and central U.S. sales director for International AERO Products, is the SBN Member of the Month.

What does your company do?

International AERO Products manufactures a full line of interior and exterior detailing products that have been used on multi-million-dollar aircraft for several years.

What is the most satisfying aspect of your job?

The most satisfying aspect of my job is sharing with people innovative ways to protect their prized possessions with new technology and easy-to-use products.

How long have you been involved in the aftermarket industry?

Almost three years.

What brought you to the industry?

As a child, I grew up around this product line being used on private aircraft at International AERO Services. While I was still in college, I wrote the manuals on how to clean aircraft with these products. Once International AERO Products started in 2011, it was a perfect fit because I knew what these products could accomplish at more than 500 mph at an altitude of more than 30,000 ft., and couldn’t wait to present this line to the automotive industry.

What are your major professional accomplishments?

At 24 years old, I am still working on the big ones, so stay tuned.

Are you a member of other organizations?

SEMA's Young Executives Network.

Who is your industry mentor?

The entire International AERO Crew has been amazing—answering questions, giving me new detailing tips, working together as a crew and teaching each other something new every day. However, Mike Hansen, director of sales and marketing, has been an incredible mentor and always encourages me to try new things and gives me every opportunity to learn more about this incredible industry.

What is the best piece of advice you’ve ever received?

Always have a notebook by your bed because you never know when a great idea will come to mind.

What would someone meeting you for the first time be surprised to learn?

I’m a total bookworm and love to bake.

What is your dream car?

The Porsche 356A Speedster replica from Top Gun.

What is your favorite pastime?

Growing up in Huntington Beach, California, my family and I spent tons of time at the beach, going to events such as the Long Beach Grand Prix, and of course, days at Disneyland.

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Dave Despain Signs a Two-Year Contract With MAVTV
Renowned motor racing broadcaster Dave Despain has signed a two-year contract with MAVTV American Real to host the network's five live events, beginning with the Lucas Oil Chili Bowl Nationals presented by General Tire on January 18, and a series of 30-minute, one-on-one programs interviewing drivers and other personalities from across the American racing landscape.

The Chili Bowl is an indoor event for midget race cars with about 275 entries in Tulsa, Oklahoma. The network will also broadcast live the Lucas Oil Late Model Dirt Series' East Bay Late Model Nationals from Tampa, Florida, February 15.

Despain, a motor racing broadcaster for 40 years, has worked for ABC, CBS, ESPN and SPEED.

Toyo Tires Dakar Rally Blog Features Daily Race Coverage
The Toyo Tires Dakar Rally Blog is back at ToyoTires.com/Dakar with exclusive pre-race features and daily coverage of the Dakar Rally, beginning January 5. This year’s 13-days of Dakar competition will cover 3,500 miles of grueling terrain through Argentina and Chile.

Embracing the theme Meet the Unexpected, Toyo Tires will provide exclusive, first-hand reports from the Dakar Rally while following Team Toyo racers Robby Gordon and BJ Baldwin, as well as accomplished French-American racer Guerlain Chicherit. Fans can also depend on the Toyo Tires Dakar Rally Blog for never-before-seen interviews, footage and photos.

	The ProMedia Competition Department announced that an Electrimotion Shutdown Transmitter will be in use at all of its 2014 NMCA, NMCA WEST and NMRA events across the country.

ProMedia Invests in Electrimotion Shutdown Transmitter for all NMRA, NMCA and NMCA WEST Events
The ProMedia Competition Department announced that an Electrimotion Shutdown Transmitter will be in use at all of its 2014 NMCA, NMCA WEST and NMRA events across the country. The investment in the transmitters is part of ProMedia’s continued efforts to enhance event safety, and the ProMedia Competition Department highly recommends that all Pro Mod competitors in the upcoming season install the Electrimotion safety device. The device, when used in conjunction with the Electrimotion Safety Box, will automatically shut off fuel and ignition and deploy the parachutes once the vehicle has passed the finish line (if the driver has not done so already). The system activates when the car passes the wall-mounted transmitter just past the finish line.

"As part of our ProPledge initiative to our competitors and fans, we felt it was important to invest and implement the transmitter at our races and recommend the safety device for Pro Mod racers," said Rollie Miller, ProMedia National Event Director. "Our tech department will have the system installed at every event beginning with the NMRA race in Bradenton, Florida on March 6-9."

The ProPledge initiative includes more racer-appreciation events, safety programs, and additional support for all racers, fans, and sponsors.