By Ashley Reyes

The SEMA Wheel & Tire Council (WTC) is launching a new virtual networking event that will bring together SEMA members from the wheel and tire industry. The online series, called WTC Coffee & Conversation, includes five events throughout 2023 and offers members an open forum to discuss the wheel and tire market’s hottest topics and issues. Participants will connect to share their expertise, grow their network, and create valuable business connections.  

“We created the Coffee & Conversation series as a way to give wheel and tire members the opportunity to grow and learn from each other,” said WTC Networking Committee Chair Brett Kinsfather, ShopMonkey. “Members will build their social capital, walk away with different points of view and build relationships that are founded on the common ground of WTC membership.”

A discussion topic will be introduced to start the conversation; however, attendees are encouraged to bring a topic of their own that impacts their business personally and encourages open conversation for the benefit of the group.  

SEMA-member manufacturers, service providers, distributors, dealers, installers and media are all invited to attend as the event will a great opportunity to tap into new and undiscovered networks.    

The first WTC Coffee & Conversation networking event will take place March 2, at 9:00 a.m. (PST). View all dates in the series and sign up now to start growing your network.

GR Corolla Circuit Edition Continues in 2024

Toyota Motor North America has announced that the GR Corolla Circuit Edition will continue to be produced for model-year ’24.

“We are seeing a ton of enthusiasm and excitement for the GR Corolla, especially the Circuit Edition,” says Michael Tripp, Toyota vice president of marketing and communications. “When Toyota GR fans speak, we listen and our plans are to increase GR Corolla volume and continue offering the Circuit Edition as part of the GR Corolla lineup in 2024.”

Available at Toyota dealerships this coming spring, the ’23 GR Corolla Circuit Edition’s standard features will include a vented bulge hood, forged carbon-fiber roof, gloss black sporty rear spoiler, front and rear Torsen Limited-Slip Differentials (LSD) and red-painted GR logoed calipers. There will be around 1,500 Circuit Edition units produced for the continental United States for model-year ’23.

Other standard features on the ’23 Circuit Edition include Brin Naub suede and synthetic leather-trimmed sport seats with red accents, heated front seats and steering wheel, a leather-wrapped MORIZO signed shift knob and eight-speaker JBL Premium Audio with amplifier. Available colors include Ice Cap, Supersonic Red and Heavy Metal. For complete details of all GR Corolla models, visit www.toyota.com/grcorolla.

The ’24 GR Corolla Circuit Edition will carry over some of the standard features of the ’23 model; complete details will be announced later this year. Production of the Circuit Edition model for ’25 and beyond is still under consideration.

Goodguys to Start 40th Season in Fort Worth, Texas

Goodguys Rod & Custom Association is kicking off its 40th anniversary car show season March 10–12 at Texas Motor Speedway in Fort Worth, Texas. The weekend brings together more than 2,500 of the southwest’s classics, hot rods, trucks and musclecars on display. Features will also include the LMC Ultimate Truck Showcase special exhibit and the Classic Performance Products (CPP) Autocross Racing Series with the Speedtech Performance Lone Star Shootout on Saturday afternoon.

There’s also a Swap Meet, Cars 4 Sale Corral and Vendor/Manufacturers midway where enthusiasts can see and purchase the latest new hot-rod and musclecar products available. Saturday highlights include a Burnout Contest and vintage dragsters firing off during Nitro Thunderfest. Goodguys has also teamed up with Connors Foundation to help raise awareness and inclusion for Down Syndrome. For more information, visit www.good-guys.com/slsn.

OptiTorque Technologies Announces Vice President of Performance Sales and Marketing

OptiTorque Technologies has announced Brock White as vice president of performance sales and marketing. Based in North Texas, he will support sales and marketing efforts to help increase reach to accounts and events throughout the United States, the company stated. White brings more than 20 years of high-performance and motorsports experience to the newly created role. His prior experience is diverse across high-performance and racing disciplines, including import vehicles, drifting and budget endurance racing. 

BOOSTane-Fueled Can-Am team Sweeps King of the Hammers

Kyle Chaney took his third crown at the 2023 King of the Hammers (KOH) as the first-place victor atop the podium, followed by the duo Hunter and Cody Miller of Miller Brothers racing. An essential product that fueled the top-three racers in the 4900 UTV Pro Stock Turbo class is the newly released race fuel line by BOOSTane, which was entrusted by Chaney and the Miller Brothers to provide their specifically formulated race fuels, UTV 96 and 109UL fuel, at the KOH. BOOSTane also partnered with Paul Wolff, who won the KOH Shootout this year and last. He also qualified No. 1 in the 4400. Wolff and his navigator Ryan Tewksbury from Crown Offroad Racing qualified in second place for the 4900 race.

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 115th edition of the Chicago Auto Show concluded Monday, February 20, after a successful 10-day run at McCormick Place that saw a dramatic increase in overall attendance compared to the previous year. The Chicago show grew back to its traditional two-hall footprint in 2023 and welcomed more than 300,000 total attendees—100,000 more than the previous year.

“The buzz on the show floor this year was palpable,” said 2023 Chicago Auto Show Chairman Kevin Keefe. “You could just feel the energy and excitement from everyone that the Chicago Auto Show is not only back, but back in a big way.”

The Chicago Auto Show featured exhibits by global automakers, new-vehicle introductions that made worldwide or national debuts, a host of interactive exhibits, indoor test tracks and outdoor test drive opportunities.

The 2023 show received significant vehicle introductions, including the ’23 Jeep Wrangler Rubicon 20th Anniversary editions, ’24 Subaru Crosstrek, ’24 Toyota Grand Highlander, ’24 Volkswagen Atlas and ’24 Volkswagen Atlas Cross Sport.

Notable new vehicles at the show included the BMW XM, Cadillac LYRIQ, Chevrolet Blazer EV, Chevrolet Corvette E-Ray, Chevrolet Equinox EV, Chevrolet Trax, Dodge Hornet, Ford Mustang Dark Horse, Honda Accord, Honda Civic Type R, Honda CR-V, Honda Pilot, Hyundai IONIQ 6, Lamborghini Countach, Lexus RX, Lexus RZ, Maserati MC20 and Toyota Prius.

In addition, concept cars were prominently on display and included the Buick Wildcat, Chrysler Airflow, Dodge Charger Daytona SRT and Ram Revolution.

In addition, across the 11 ride-and-drive opportunities, the show produced nearly 150,550 in-vehicle driving experiences.

Camp Jeep, which celebrated its 3 millionth rider at the show, featured its indoor track where attendees could ride inside a range of the latest models and take on the 28-ft. hill at a 40-degree angle. More than 600,000 Camp Jeep rides have taken place at the Chicago Auto Show.

Toyota tackled the four seasons on its electrified indoor track in the Prius, RAV4, Sequoia, Sienna and Tundra. Ram Truck Territory also returned with an indoor test track, an interactive ride experience with a 28,000-sq.-ft. in-truck adventure, to demonstrate the power and capabilities of the Ram Truck.

Hyundai demonstrated the all-electric IONIQ 5 with a brand-new test track right within its display. Ford returned with two indoor test tracks: Built Wild, showcasing the Ford Bronco’s off-roading capabilities, and Built to Electrify, thrilling passengers with the instant speed of the all-electric F-150 Lightning. Chicago Drives Electric made its debut in the form of a 100,000-sq.-ft. track allowing attendees the chance to experience a range of brand-new EVs including the BMW i7, BMW i4, BMW iX, Cadillac LYRIQ, Chevrolet Bolt EV, Chevrolet Bolt EUV, Nissan ARIYA and Volkswagen ID.4.

The Chicago Auto Show will return to McCormick Place in February 2024. For more information on the 2023 Chicago Auto Show, visit www.ChicagoAutoShow.com.

Land Rover already has a Defender equipped with a V8, but a more capable version is still in the development phase, possibly wearing an SVX badge and targeting the likes of the Ford Bronco Raptor and Jeep Wrangler Rubicon 392.

A prototype for the potential Defender SVX has just been spotted in the Arctic Circle. The prototype features the familiar quad-exhaust tips of the regular Defender equipped with a V8, along with widened wheel arches, raised suspension, and BFGoodrich all-terrain tires.

It isn’t clear what engine is under the hood, but the Defender already offers Jaguar Land Rover’s 5.0L supercharged V8, rated at 518 hp. However, Land Rover has also started offering a BMW-sourced 4.4L twin-turbocharged V8 in the Range Rover, rated at 523 hp.

Expect the Defender SVX to land yet this year as a ’24 model.

Photo credit: Brian Williams, SpiedBilde

By Ashley Reyes

As vehicle manufacturers increase their production of electric vehicles (EVs), wheel and tire companies need to understand how it impacts their business. To provide members with the information they need to better understand EV wheel and tires in the aftermarket industry, the SEMA Wheel & Tire Council (WTC) will host two live webinars:   

Best Practices of Bringing Aftermarket EV Wheels & Tires to Market

March 9 at 12:00 p.m. (PST) 

Click here to secure your spot.  

During this live webinar, wheel and tire companies will learn best practices and essential information for bringing aftermarket EV wheels and tires to market. Hear from wheel and tire experts as they share what distributors and retailers expect of their vendors when it comes to offering emerging tech applications, and give you all the information you need to become an expert on the subject.  

EV Tires and Realistic Expectations for Your Customers  

March 16 at 12:00 p.m. (PST) 

Click here to secure your spot.  

There’s a lot to know about the difference between electric vehicle (EV) tires and tires made for traditional internal combustion engine (ICE) vehicles. During this webinar, four EV and tire experts will break down the design differences between ICE versus EV tires, the life wear of EV tires and what customers should expect when purchasing EV tires versus tires for ICE vehicles, including price ranges and more. Join us live to learn how EV tires are transforming electric mobility as we know it, and what to expect from EV tires now and into the future.  

Attendees will engage live with the panelists for both events and walk away with the tools they need to understand EV wheels and tires moving forward.

 By Douglas McColloch

As an automotive writer, photographer, videographer, racer and builder, few in the specialty-equipment industry can rival Larry Chen for versatility. Best known for his work with Hoonigan, he is also the official series photographer for the Formula Drift racing series and the Pikes Peak International Hill Climb. You can find his automotive vlog at Hoonigan, where he hosts a web series called "AutoFocus," or at YouTube, where his channel lists more than 440,000 subscribers. To recognize his contributions to the industry across a variety of media, he was named SEMA's first-ever Influencer of the Year at the 2022 SEMA Show Industry Awards Banquet.

Recently we spent some time with Chen to learn more about this uniquely talented individual.

SEMA News: What's your latest project? What's in your garage/driveway/studio, etc.?

Larry Chen: My latest project is my 2022 SEMA Show build. I built a GR86 for the Toyota booth. It’s a simple drift and street car. It pretty much has every single bolt-on that exists for that car, including an HKS Supercharger.

Over the years I’ve just been collecting cars that I love to drive. For off-road, I have a stick-shift supercharged FJ Cruiser, and a wide-body Toyota Tundra. I have a 350z that I built into a drift car so I could learn how to drift. I have an A90 Toyota Supra that I use as a camera chase vehicle. I have a 170 SR20DET-powered 240z as well as a ’90 Nissan Skyline GTR. I have a 996 turbo as well for a fun street car.

SN: What was your first job, and what did you learn from it?

LC: My first job was fixing computers and networks. I did house calls, and I went to businesses to work on their computers. I learned how hard it was to earn money as an entrepreneur.

SN: Besides your photographic work, you’re now a builder. How did that come about?

LC: This all came from a love for cars. I initially got into the hobby from tinkering on my car and driving at the local race tracks with friends. I got into taking photos because it was my way of being around car culture, even though I was not a mechanic or professional driver.

SN: Talk about your SEMA Show build. What kind of statement did you want to make, and how well do you think it came out?

LC: I think it came out great. To prove to everyone that it was a functional drift car, I actually took it to the track to burn some rubber three days before the Show. I was pretty careful, so I didn’t break anything. I just wanted to build something within my skill level. It’s not the craziest car as it only makes 300 hp, but it’s very special to me as my third SEMA build.

SN: What have you learned from your years in the industry that you didn’t know at the start of your career?

LC: I’ve learned so much over the years. I’ve been shooting cars for 17 years now. The most important thing is to maintain and build relationships with people in the industry. There are folks that I’ve been working with since I first picked up a camera, and it’s incredible to have those people you can rely on.

SN: Describe your first SEMA Show. What do you remember most about it?

LC: My first SEMA Show was in 2006. I remember I bummed a ride from a few friends and I actually slept on the floor of a hotel room the entire week. I was so blown away by the cars that were there at the Show. It was eye-opening to see as a car photographer and since then I have not missed a single Show.

SN: What’s your daily driver, and what do you like most about it?

LC: My daily driver is an LC200 Lexus Land Cruiser. I love it because it’s like driving a couch. It’s also very capable as a production vehicle and it’s great off-road. I actually took it on some nice trails in Moab.

SN: Say you’re shooting a cover for Hot Rod. How do you prepare, what kind of gear do you bring, and how much time does it take?

LC: It depends on what we are shooting and where, but generally speaking I have a pretty standard kit for car photography. I’ve only used Canon cameras, and that has certainly paid off for me as I am the only car photographer on their team of professional photographers, also known as “Explorers of Light.”

SN: For someone looking to break into the business, what advice would you give them?

LC: I would say to find an internship to learn as you go. There is a huge shortage of passionate people in the industry. It seems like so many people see what we do from the outside, but they don’t want to put in the hard work.

SN: When you’re not working, where will we find you, and what will you be doing?

LC: You will probably find me hanging out with my family. Or at the track driving my cars or tinkering with them in my shop.

 By SEMA Editors

Part of the SEMA Show planning process is securing a hotel that will fit your needs. Location, low price, amenities and ratings are all factors in determining the right place to stay for November.

To make the process quick and affordable, the SEMA Show Block website lists all the hotels available, the prices, distance from Show and more. Hotels booked in the Block are backed by a low-price guarantee. To ensure that your price remains the lowest, SEMA will price-match lower advertised rates, even after your reservations are set.

There are more than 30 properties to choose from in the Show Block. As an added benefit, SEMA provides shuttle service to and from the Show for hotels that are not within walking distance to the Las Vegas Convention Center.

The 2023 SEMA Show takes place October 31–November 3, at the Las Vegas Convention Center.

Exhibitors that would like to be part of the 2023 SEMA Show can get started at www.SEMAShow.com/buyabooth.

Registration for the Show is available www.SEMAShow.com/register.

By Ashley Reyes

The 2023 SEMA Scholarship application period for students preparing for careers in the automotive or performance parts industries closes March 1. Interested applicants can review and complete the scholarship application at www.sema.org/scholarships.

The SEMA Memorial Scholarship Fund offers financial assistance of up to $5,000 to foster future leaders and innovators in the automotive aftermarket industry. A loan forgiveness component is also available to employees that work for SEMA-member companies who have completed and are currently paying off a loan for a program of study at an accredited university, college or vocational/technical school within the United States.

“Education can be expensive, but that shouldn’t limit students from getting ahead in their careers,” said Pamela Brown-Matthis, SEMA director of education. “There are so many career options in the automotive aftermarket, and it’s a thriving industry to be in. We encourage students who have a passion for cars to apply for a SEMA scholarship so that we can help jump-start their careers.”   

The annual scholarship program is a cornerstone of SEMA’s efforts to support career development and access in the automotive industry. Scholarship winners will have the opportunity to attend the 2023 SEMA Show, providing unparalleled networking and education opportunities at the world’s largest trade show for the automotive aftermarket.  

Applicants must be U.S. citizens 18 years or older and demonstrate a passion for automotive hobbies and careers. Scholarships are available in a variety of categories, including but not limited to, accounting, sales, marketing and engineering. Eligible students and SEMA-member company employees can apply until March 1 at www.sema.org/scholarships.

SEMA Loan Forgiveness Program

Each year, SEMA helps employees of member businesses pay off student loans as part of the SEMA Loan Forgiveness program. The 2023 application period also closes March 1. 

The Loan Forgiveness Program provides funds to help selected current employees of SEMA-member businesses pay off education loans from a college, university or career technical/trade school. Unlike the SEMA Scholarship Program, which assists current students, the Loan Forgiveness Program focuses on recent graduates who are actively working for SEMA-member companies to help lessen the burden of education loans post-graduation.  

What are the eligibility requirements?

• Currently employed by a SEMA-member business.
• Demonstrate passion for the automotive hobby and career.
• Possess a degree or certificate from a college, university or career technical/trade school in the United States.
• Have a minimum of $2,000 in outstanding student loans.

What are the benefits of being selected?

Beyond the impact that the monetary awards provide, the SEMA Loan Forgiveness program is a passion-driven program aimed to help SEMA members further their careers in the automotive and performance parts industries. SEMA members and program recipients also have access to resources through SEMA Education and the SEMA Career Center, and in-person networking opportunities at the SEMA Show.

What is the application process?

Interested applicants can review and complete the scholarship application at www.sema.org/loan-forgiveness before the March 1 deadline. If you have children, friends or know someone who may qualify, we encourage you to share this opportunity with them.

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.

Latest Jobs Added to SEMA Career Center

Sales Manager
Texas Speed & Performance

Texas Speed & Performance is hiring a sales manager to lead the sales (retail and wholesale) and customer service teams to drive rapid sales and margin growth and manage expenses for the company, while providing world-class service to customers. This growth will be achieved by providing customers with friendly and efficient service, driving continuous improvement with contact center SLAs, seeking new leads through social media/forums, execution of SPIF programs and driving AOV and margin initiatives. Candidates must strive to balance sales revenue and margin initiatives while consistently delivering a best-in-class customer experience.

Outside Sales Rep
Cognito Motorsports Inc.

Cognito Motorsports Inc. is hiring an outside sales rep responsible for new dealer acquisition, top-line sales production, relationship management and customer retention. The successful candidate will be an effective hunter and relationship builder capable of consistently adding new resellers to the company’s existing book of business. Candidates must have strong connections in the passenger truck and UTV upfitting dealer markets and at least 2–3 years of experience with executing on the full sales cycle for an established automotive aftermarket brand/distributor.

Assembly Tech
Aldan American

Aldan American is hiring an assembly tech to fulfill and assemble new orders provided from the lead and assistant fulfillment/shipping supervisors daily. Knowledge of part numbers, BOMS and products is key to this role. Being organized and having excellent communication with the supervisor and your team on quality, issues, parts needs and anything related to assembling and fulfilling new orders within 24-48 hours is required. Meeting daily order quotas given by the fulfillment/shipping supervisor is also required. Additional responsibilities include building finished goods, restocking shelves, taking inventory and identifying parts minimums daily. This role reports to the lead fulfillment/shipping supervisor.

By SEMA Editors

Dates and locations have been scheduled for several upcoming SEMA-sponsored shows, measuring sessions and activities.