BAJA FORGED has announced a strategic partnership with Forged Authority.
“BAJA FORGED has been looking for someone as a one-stop shop, from helping with CAD designs, to a finished product that is kitted and ready to ship within the U.S.,” said Theresa Contreras (second, left), CEO/co-founder/designer, BAJA FORGED. Contreras has produced award-winning SEMA Show vehicles and made a name for the BAJA FORGED brand globally along with COO Jason Contreras.
“As we are still a boutique brand, we love having a niche that speaks to our customers,” Theresa said. “Our products are fully off-road-capable, but you’ll notice the ‘look first’ as our contoured lines and compound rolls and bends enhance the vehicle’s appearance as if it were a concept vehicle from the factory.”
The goal is to supply product to customers more efficiently and on a larger scale while remaining committed to quality. This newly announced joint venture with Wesley Poole (left), president/founder of Forged Authority and 2019 SEMA Launch Pad finalist, is more than fitting for the manufacturing veteran, according to Theresa.
Forged Authority is currently expanding its manufacturing capabilities to produce BAJA FORGED products and deliver them to the masses. Along with the announcement of BAJA FORGED and Forged Authority coming together, Ian Lehn (right), CEO/founder of BOOSTane and 2014 SEMA Launch Pad winner, will join the Forged Authority team as vice president. An engineer by trade but an entrepreneur at heart, Lehn will help facilitate the growth of this collaboration.
“Building businesses through innovation and great people is something near and dear to me. I am really excited to come on board at Forged Authority and help drive these brands to new heights,” Lehn said.
Subaru of America Inc. Announces Key Executive Changes
Thomas Doll
Subaru of America Inc. (SOA) has announced a change in its top management structure. Effective April 1, Thomas J. Doll, president and CEO, will step down from the day-to-day management of the company and will assume the role of corporate advisor based at the Camden headquarters.
Also effective April 1, Tadashi "Tady" Yoshida will be promoted to the role of chairman and CEO of Subaru of America Inc. from his current position of executive vice president. Yoshida is a 34-year veteran with Subaru Corp. (SBR) and he has been with SOA for two years. He previously held executive positions within SBR in overseas sales and marketing, global marketing and the customer service division.
In addition, Jeffrey A. Walters, currently senior vice president of sales, will be promoted to president and COO. Walters has more than 30 years of experience with SOA. Prior to his promotion to senior vice president in 2014, Walters worked as vice president, field operations. Previously, he served as director, field operations, regional sales manager and brand strategy manager.
Under Doll's leadership, SOA experienced unprecedented growth. Since being named executive vice president and COO in 2009, and subsequently president in 2013 and CEO in 2018, he led Subaru of America to 12 consecutive years of sales records from 2008 to 2019 when the arrival of the COVID-19 pandemic shut down production. A more than 40-year veteran of SOA, Doll also served as CFO, vice president of business and strategic planning, director of accounting, director of treasury operations and manager of treasury operations.
Ford Increasing Production of Electric, Gas, Hybrid Vehicles
Ford Bronco Sport
Ford is increasing production at manufacturing plants across North America to meet strong customer demand for vehicles, including Mustang Mach-E, F-150 Lightning, Bronco Sport and Maverick. The company is also preparing to launch all-new versions of four significant vehicles in 2023: Super Duty, Ranger, Mustang and Escape.
“We have had a strong start to 2023 sales and we are moving to fast-track quality production,” said Kumar Galhotra, president, Ford Blue. “Increasing production benefits both our customers and our business.”
In February, Ford’s U.S. market share increased by 1.4 percentage points to 13.3%, powered by a 21.9% sales increase.
Mustang Mach-E: Ford began increasing production of the Mustang Mach-E last week. Changes at the plant will allow Ford to nearly double its hourly production and bring its annual manufacturing run rate to a targeted 210,000 units by year's end. Mustang Mach-E helped propel Ford to No. 2 in U.S. EV sales in 2022, and is bringing new customers to Ford, with more than two-thirds of customers coming from other makes.
Bronco Sport and Maverick: Ford is increasing production for Bronco Sport and Maverick. Production is targeted to increase by more than 80,000 units this year, helping to meet demand in both North and South America. In the United States, Ford brand SUV sales totaled 777,770, up 4.6% in 2022 versus 2021, led by the Bronco family of vehicles. Maverick was the No. 1 small truck in America in 2022.
F-150 Lightning: In Michigan, production of the F-150 Lightning at the Rouge Electric Vehicle Center is on track to triple this year, targeting an annual production run rate of 150,000 by the end of 2023. The F-150 Lightning had sales of 3,600 through February, in addition to the 15,617 sales recorded in 2022. F-150 Lightning production will resume March 13. Overall, for the F-150 Lightning production increase, Ford is investing $2 billion across three plants in Michigan and adding 3,200 union jobs.
Transit and E-Transit: Also adding an additional crew in April is Kansas City Assembly Plant, which manufactures the Transit and the E-Transit vans. Ford is targeting an annual production increase of 38,000. Ford is investing $95 million and adding 1,100 union jobs as part of the production increase.
F-150 and F-150 PowerBoost: Ford is also looking at ways to increase production at the Dearborn Truck Plant of the F-150 gas and hybrid trucks to meet continued strong demand.
LIQUI MOLY Hires New Head of Media Relations International
Sina Ataei
With immediate effect, Sina Ataei is taking over responsibility for international press and media work at LIQUI MOLY. Over the past six years, the graduate journalist has successfully promoted the company’s international web and social media presence as content strategy lead. Now he succeeds Dr. Peter Szarafinski, who died unexpectedly last year.
Ataei gained extensive experience in international media work with other large companies in Munich, Berlin and Ulm. Since 2016, the Ulm-based expert has been contributing his expertise successfully to the lubricant specialist’s corporate communications. Most recently, he was responsible for the strategic orientation of all online activities there as content strategy lead. Ataei is now the point of contact at the German medium-sized company for journalists outside of German-speaking countries. His position supplements the head of media relations in the Germany, Austria and Switzerland region, which remains the responsibility of Tobias Gerstlauer. Both together comprise the press division within corporate communications at LIQUI MOLY.
Firestone Partners with Tread Lightly! to Promote Off-Road Ethics and Stewardship
Bridgestone Americas has announced its Firestone collaboration with Tread Lightly!, a national nonprofit organization with a mission to promote responsible recreation through stewardship programs and ethics education. Together, Firestone and Tread Lightly! will promote responsible and sustainable off-roading through cross-brand marketing and other activities to ensure Americans’ continued access to our nation’s natural spaces.
The collaboration will kick off with cross-brand social-media posts and newsletters. Tread Lightly! will train Firestone staff, agency partners, brand ambassadors and others on the organization’s philosophies, principles and practices. Firestone will host Tread Lightly! team members on its destination events throughout the calendar year, continuing the off-road ethics education curriculum. During the partnership, Tread Lightly! members will be eligible for rebates on select Firestone Destination products.
Feld Motor Sports Announces New Partnership With MAVTV
Feld Motor Sports and MAVTV have announced a new multi-year deal with Monster Jam. The 2023 Monster Jam telecast schedule features 86 new episodes of Monster Jam coverage: 26 one-hour stadium event episodes, 20 episodes of Arenas in 30 and 40 episodes of Inside Monster Jam. More than 100 hours of classic Monster Jam episodes will also be aired. The 2023 broadcast team consists of veteran Monster Jam hosts Scott Jordan and Leslie Mears, Monster Jam driver Bari Musawwir and newcomer Adam Enticknap.
“Our partnership with MAVTV allows Feld Entertainment to air the largest amount of Monster Jam content in our broadcast history,” said Stephen C. Yaros, senior vice president of global media and supercross, Feld Entertainment.
BendPak Announces Passing of Gary Henthorn
Gary Henthorn
BendPak has announced the passing of Gary Martin Henthorn. He grew up working at BendPak, getting his start on the shop floor and working his way up through the years to vice president.
At a very young age, he mastered CNC machinery and CNC programming, all self-taught. Always trying to stay ahead of the curve, he encouraged BendPak to enter the robotic age. He spearheaded the company’s use of robotic welding and declared it his own personal achievement. Like his dad, entrepreneurship ran in his veins, and in 2008, he established a construction company called Henthorn Construction in Malibu, California. Next, he challenged the status-quo by entering the automotive equipment business with the launch of Garage Equipment Supply, Dannmar Equipment Inc. and MaxJax. Following his inventor passion, in 2014, he patented a two-post vehicle lift with opposing lift carriages.
BendPak has written an obituary, which can be found here.
Turbo Tint’s Greg Goodman Named IFA Franchisee of the Year
Greg Goodman, owner of the Turbo Tint store in Oklahoma City, has been named as one of the International Franchise Association’s Franchisees of the Year. Goodman was one of 97 recipients to receive the honor and was presented with the award on March 1 at the IFA’s 63rd annual convention in Las Vegas.
Goodman has been a franchise owner in the Moran Family of Brands system for more than 25 years. He owned an Alta Mere automotive accessories store beginning in 1997 before opening the nation’s first Turbo Tint location, a quick-service, automotive window tint installation franchise, two years ago. Additionally, Goodman plans to open his second store in Oklahoma City later this year. He is also an area developer who will open a total of five stores in Oklahoma City and Tulsa, as well as help open more franchise stores in throughout the region in the coming years.
The Franchisee of the Year Award Goodman received recognizes leading franchise owners from IFA member brands whose outstanding performance and contributions help protect, enhance and promote the franchise business model. Nominated by their parent company, individuals were selected for their service to their communities, fostering a strong and vibrant workforce, opening the doors for career growth and entrepreneurship and supporting their fellow franchisees.
Dodge Releases New Marketing Campaign for All-New Hornet
Dodge has released its new marketing campaign, “Swarming the Nation,” officially introducing the all-new Dodge Hornet with a full 90-second commercial for the all-new vehicle. The multimedia campaign for the all-new Dodge Hornet also features a 30-second version to run across television and 15-second teasers that have run across the Dodge brand’s social-media channels.
“As our first ever electrified performance vehicle to enter the market, the all-new Dodge Hornet signals that a new breed of electrified performance is here, and it is here to change the game," said Tim Kuniskis, Dodge brand CEO – Stellantis. "With looks, feel and performance that are pure Dodge, the Hornet offers the best driving dynamics, a full lineup of segment-exclusive performance features, the best standard technology, as well available Direct Connection factory-backed performance upgrades, the Dodge Hornet is uniquely positioned to shake up the mainstream compact-utility vehicle (CUV) segment.”
Hornet R/T also leverages the Dodge brand’s first hybrid powertrain to deliver the class-exclusive PowerShot, an on-demand feature that lets drivers tap into the maximum electrical power and reach 0–60 mph in 5.6 seconds. Standard AWD with dynamic torque vectoring, and available segment-exclusive features, including Brembo brakes and dual stage suspension, further enhance the overall driving experience.
ASE Education Foundation Partners With Goodguys to Promote Industry Education, Careers
The ASE Education Foundation and Goodguys Rod and Custom Association are joining forces to showcase the wide array of career paths available in the world of hot rodding and automotive service. Through this new program, the ASE Education Foundation, along with Goodguys and their partners, will work as a community to enlighten students from across the country about automotive careers with a focus on design and engineering, manufacturing, mechanical, fabrication, paint, marketing, media and sales disciplines.
“Goodguys events are ideal to bring together future professionals and the companies that drive the industry. Goodguys events are not only fun, but they give students the chance to learn about available educational, scholarship and career opportunities and interact with automotive professionals from diverse industry backgrounds.” said Mike Coley, ASE Education Foundation president. “The automotive service industry needs qualified talent more than ever and our new partnership with Goodguys will help publicize the industry’s need for a well-trained, better-prepared future workforce.”
The ASE Education Foundation and Goodguys will work with local area high schools to identify and recruit students interested in careers in the transportation industry and will schedule Fridays at select Goodguys events as a hands-on career exploration project. The students will start the day meeting with a panel of experts and top industry professionals. They will then be paired up with a mentor and participate in a scavenger hunt where they will track down businesses and learn about a wide variety of automotive careers. Students will receive a free ticket to the Goodguys event so they can attend over the weekend.
Meyer Distributing Announces a New Leader in the Traditional Truck Accessories Market
Meyer Distributing Inc. has promoted Jeremy Schnaus to category sales manager for Traditional Truck Accessories, the company announced. “It is invigorating to promote from within and exemplifies our staff’s motivation and dedication,” stated Cody Ziegler, vice president of sales for Meyer. “Jeremy’s enthusiasm, guidance and critical thinking is refreshing. Demand through our traditional truck category remains strong despite many economic variables. This requires someone who can effectively prioritize and analyze which made Jeremy a logical choice.”
Have some company news you would like to share? Let us know and the news may appear in an upcoming issue of SEMA News. Send your items for consideration to editors@sema.org.
The Chevrolet Traverse is due for a redesign, and we just caught it undergoing testing on public roads for the first time.
Although light camo is covering the body, and placeholder lighting is present front and back, we can still make out the general proportions of the SUV. Upon first glance, this next-gen model seems to have a smaller footprint than the current one, which rivals the full-size Tahoe SUV in terms of length. Looking at the exterior design, we can clearly see that the all-new Traverse will get a more aggressive and boxier look for 2024. It should carry the same design language as the upcoming Equinox.
Inside, the Traverse is expected to adopt an all-new interior with a long horizontal display unit and additional connectivity updates.
Expect to see the next-gen Traverse debut later this year with an on sale date in Q2 2024.
The deadline to submit SEMA Show Booth Applications to participate in the Priority Selection Process—where companies choose a Show-floor location based on exhibitor seniority—is April 3.
Companies that submit 2023 SEMA Show Booth Applications after the April 3 deadline will select floor space during the Priority Selection Process, May 1–17, on a space-availability basis. The selection process provides exhibitors with the opportunity to secure the best location for their Show display.
On April 24, each company will be contacted via email with a booth selection date and time range. The email will be sent to the person listed as the exhibitor’s primary SEMA Show contact.
How to be Prepared. About an hour prior to their selection time, exhibitors are encouraged to prepare by viewing the 2023 Show’s online floorplan. Updated every 30 minutes, exhibitors can see as the Show begins to take shape and monitor their desired section to gain a general idea of where they want to display.
When to Check Email. On April 24, each primary contact should take time to check their email, including their “junk” folders. Companies that have not received a correspondence by April 26, or that want to change the primary Show contact listed on the application should email sales@sema.org or call 909-396-0289.
Make the Pick. During the exhibitor’s time to pick, a SEMA Show account representative will call the primary SEMA Show contact and help locate and assign the exhibit space that best suits the company’s needs.
The 2023 SEMA Show is scheduled for Tuesday–Friday, October 31–November 3, in Las Vegas. For additional information about exhibiting at the SEMA Show, visit www.SEMAShow.com/exhibitor.
SEMA Show attendees and exhibitors can start making travel arrangements by taking advantage of the discounted airfare options available through the SEMA Show travel page.
SEMA Show organizers work with major air carriers to offer discounted airfare for exhibitors, attendees and media heading to the SEMA Show. Alaska, Delta and United are among the airlines offering up to 10% off on round-trip airfare to Las Vegas.
Each airline provides discounts for all Showgoers, whether they arrive a few days before the Show, or leave several days after. The valid travel dates that the discounts are available are below.
Travel Dates for Airfare Discounts
Alaska Airlines
October 27, 2023–November 8, 2023
Discount: 7% off published fares.
Online Reservations: www.alaskaair.com and enter discount code ECME606
Phone Reservations: Group Desk at 1-800-445-4435, a $15 per-person ticketing fee will be applied to phone reservations.
Delta Airlines
October 25, 2023–November 8, 2023
Discount: 5%–10%
Online Reservations: www.delta.com and enter the Meeting Event Code NM2EE in the box provided on the “Book a Flight” page.
For guidelines and questions, contact the Delta Meeting Network Desk at 1-800-328-2216 or at DeltaMeetingNetwork@delta.com.
United Airlines
October 24, 2023–November 6, 2023
Discount: 2%–10%
Online Reservations: www.united.com and enter your offer code ZN38 in the Promotions and Certificates box when searching for your flights.
Phone Reservations: United Meetings at 1-800-426-1122, provide them with the following information: Z Code: ZN38, Agreement Code: 978830. Note that a service fee will be collected per ticket when booking by phone.
For rates, booking information, discount codes and additional details on airfare, visit the SEMA Show travel page.
The 2023 SEMA Show takes place Tuesday–Friday, October 31–November 3, in Las Vegas. Visit www.SEMAShow.com/buyabooth to secure booth space for the 2023 SEMA Show.
Complete information about the 2023 Show is available at www.SEMAShow.com.
Are you hunting for a new job? The SEMA Career Center has a comprehensive listing of automotive-related job openings around the country. Here are some of the latest jobs posted to the website.
Carlisle Events is hiring a digital marketing manager responsible for designing and tracking digital and video advertising in support of media campaigns; Designing, drafting and scheduling email-marketing to support sales, sponsorship and event promotion; managing, engaging and growing Carlisle Events’ social-media presence across a variety of platforms; and reporting on analytics and making recommendations for growth opportunities. Candidates must have a bachelor’s degree in marketing, design, advertising or communications and 3–5 years of related experience.
Function and Form Suspension is hiring a shipping and warehouse associate to print and sort pick tickets to fulfill orders and match up with packing list and carton shipping label; properly pull and pack shipments to protect against shipping damage; receive product from vendor; and accurately account for parts, materials and labor. Candidates should have a high-school diploma or GED and one year of experience working in a warehouse.
Edelbrock Group is hiring a director of marketing responsible for driving the marketing agenda for the company’s portfolio of automotive aftermarket brands. The individual will report to the vice president of sales and marketing and work in close partnership with the executive leadership team. The director owns all direct and indirect touchpoints with Edelbrock Group customers. Candidates must have a bachelor’s degree or higher, 10+ years’ job experience related to marketing and/or sales and more than five years’ managerial/director-level experience.
SEMA congratulates U.S. Senator Markwayne Mullin (R-OK) on being named the co-chair of the Congressional Automotive Performance and Motorsports Caucus. Senator Mullin is a longtime advocate for the specialty automotive aftermarket, former competitive rock crawler and an automotive enthusiast with a vehicle collection that includes a ’67 Shelby Cobra, ’72 Chevy C-10 and a ’21 Shelby GT 500.
U.S. Senator Markwayne Mullin (R-OK) [left] with former SEMA Chairman of the Board Doug Evans.
“Senator Mullin is an incredible advocate for automotive enthusiasts, racers and more than 1 million men and women who work in the specialty automotive aftermarket,” said SEMA President and CEO Mike Spagnola. “SEMA thanks Sen. Mullin for his leadership on legislation to protect aftermarket businesses and the millions of enthusiasts who make the industry possible. We look forward to working with him and the other co-chairs in the new Congress to protect the right to modify and repair vehicles, race and maintain motorized access to public lands.”
“As a lifelong automotive enthusiast, I am very proud to join Senator Tester in co-chairing the Automotive Performance and Motorsports Caucus,” said Senator Mullin. “Together, we’re pushing back against bureaucratic red tape and overregulation that aims to phase out the entire industry—one that serves as a centerpiece in the lives of millions of Americans.”
Senator Mullin with his ’72 Chevy C-10.
Senator Mullin joins U.S. Senator Jon Tester (D-MT) and U.S. Representatives Bill Posey (R-FL) and Sanford Bishop (D-GA) as the co-chairs of the Congressional Automotive Performance and Motorsports Caucus, which features 14 Senators and 45 House members. SEMA thanks former U.S. Senator Richard Burr (R-NC), who served as the co-chair of the Caucus from 2010 until he retired earlier this year.
Sen. Mullin is anything but a traditional politician, which is one of the many reasons why he has been such an effective legislator. While a political career was never a part of his plans, Sen. Mullin ran for the U.S. House of Representatives in Oklahoma’s 2nd Congressional District in 2012 in response to government overreach that threatened his business. During his five terms time in the House, Sen. Mullin advocated for simplifying regulations on small businesses and helped to lead the fight to provide certainty to racers and motorsports parts businesses surrounding the conversion of street vehicles into racecars. Sen. Mullin was also the lead sponsor of a 2015 law, the “Low Volume Motor Vehicle Manufacturers Act,” which created a simplified regulatory system for small automotive businesses that manufacture classically styled replica vehicles.
Senator Mullin with his ’67 Shelby Cobra.
About the Congressional Automotive Performance and Motorsports Caucus
Formed in 1996 to celebrate the 100th anniversary of the American automobile, the bipartisan Congressional Automotive Performance and Motorsports Caucus pays tribute to America’s ever-growing love affair with the automobile and motorsports. The SEMA-supported Congressional Caucus pays tribute to the automotive performance and motorsports industry, which is an economic driver in communities across the country. The honorary caucus recognizes the important role that modifying vehicles and racing play in the lives of millions of Americans.
The Colorado Department of Public Health and Environment (CDPHE) issued the final draft of the state’s 2023 Colorado Electric Vehicle (EV) Plan, which it intends to adopt later in 2023. Despite being a CARB state, the proposal does not follow California by banning the sale of new internal combustion engine (ICE)-powered vehicles.
SEMA believes Coloradans, not the government, should be allowed to choose the type of vehicle technology that best serves them and their families. Once adopted, the proposed rule will go into effect starting with model-year ’27. SEMA will encourage its members and enthusiasts to comment on the proposal once it is officially considered later this year.
Colorado is in the final stages of establishing its zero-emissions vehicle (ZEV) regulation, which does not entail a mandate against internal combustion engines. The regulatory process in Colorado is slated to commence formally in July and conclude in October.
For more information, contact Christian Robinson at christianr@sema.org.
The SEMA Show is driven by connections, and brings exhibitors, buyers and media from around the world together for the automotive aftermarket’s most valuable, in-person, transformative business experience.
The Las Vegas Convention Center is annually reshaped into the definitive gathering place of the world’s professional automotive community, where the industry’s sights and sounds combine to create an energy that fuels the imagination, sparks new trends, expands business relationships and drives the industry forward.
Exhibitors have the opportunity to meet face-to-face with buyers from all segments of the aftermarket, and can conduct multiple meetings each day to create new business, or reinforce existing customer relationships. Meeting face-to-face is the ideal way to build trust and to communicate ideas more clearly, and it helps avoid potential distractions or the technical difficulties that can disrupt online meetings.
Here are some additional advantages of meeting in person.
When you meet in person, you can read body language, see facial expressions, use context clues and better get to know someone’s personality.
The automotive aftermarket prefers to meet face-to-face, without potential distractions or technical difficulties.
It’s more effective to brainstorm, generate ideas and discuss what is working, and what is not, face-to-face.
Conducting business in person provides the opportunity to engage in purposeful small talk, deepening relationships, loyalty and trust.
Research shows face-to-face requests are 34 times more effective than those sent by email, and that a physical handshake promotes cooperation and influences negotiation outcomes for the better. (MIT’s Human Dynamics Lab)
According to a study by Forbes Insight, 85% of people say they build stronger, more meaningful business relationships during in-person meetings and conferences.
According to a study by the Harvard Review, 95% of people say face-to-face meetings are a key factor in successfully building and maintaining long-term business relationships.
The 2023 SEMA Show takes place Tuesday–Friday, October 31–November 3. For more information about the 2023 SEMA Show, visit www.SEMAShow.com. To exhibit, get started at www.SEMAShow.com/buyabooth.
Engaging the Next Generation of Women in Motorsports, Powered by SBN
Many may know the names of the four women speaking in this session, but few are aware of their stories. How did they get started in motorsports and why are they so dedicated to introducing more women into the sport? Their stories are moving and impactful, and will leave you inspired to join the movement.
Louise Ann Noeth (LandSpeed Productions): Referred to as “LandSpeed Louise,” the world’s historian of landspeed racing shares discoveries she made while researching her latest book about the women of Bonneville’s landspeed racing.
Dystany Spurlock (Dystany Spurlock Racing): Professional motorsport drag racer shares practical tips for women about how to get started in a sport dominated by men.
Beth Paretta (Paretta Autosport): The first female director of a performance brand and motorsports for an automotive company, Paretta made history in 2021 when she led the first team comprised primarily of women competing in the Indianapolis 500.
Michelle Della Penna (Della Penna Motorsports Next Gen Foundation): As the only child of a racecar driver/team owner, Della Penna was introduced to motorsports at an early age. Find out what led her to want to create programs designed to bring more females into the industry, and what she had planned for 2023 and 2024.
Proven Strategies to Recruit and Retain Top Talent
With unemployment at an all-time low, employers need to up their game to attract and retain top talent. Angelia Pelham of Real-Talk Executive Coaching & Mentoring shares trends that will help businesses think about how to recruit and retain talent in the future. You’ll learn new and innovative approaches and how best-in-class companies position themselves as compelling places to work.