By Mike Imlay

The automotive industry—and consequently the aftermarket—has entered a period of unprecedented change. Emerging technologies, new ways of doing business, and market, social and governmental forces are creating a barrage of opportunities and challenges for our industry. As a trade organization, SEMA is committed to helping members navigate industry trends so they can future-proof their businesses, succeed and prosper.

What trends, challenges and opportunities lie ahead for the aftermarket in 2023 and beyond? SEMA News turned to council and network leaders representing our major industry sectors for answers.

SEMA councils and networks play a vital role in this mission. They offer members a variety of niche-specific programs and activities designed to provide educational and networking opportunities while promoting their particular market segment. They also serve as “think tanks” to help identify segment needs and priorities.

For this two-part series, SEMA News queried the leaders of each SEMA council and network for a SWOT analysis of their industry segments. What follows are insights into the restoration, restyling, and wheel and tire segments, as well as trends relating to career development and opportunities for women. In our January 2023 issue, we will hear from the other segments served by association councils and networks. The statements below are edited for clarity and conciseness.

Automotive Restoration Market Trends

Reported by Joanna Agosta-Shere, Chair Elect, SEMA Automotive Restoration Market Organization (ARMO):

Continued growth of the restomod market is a positive trend in our industry, as more people want the traditional look of a vehicle with modern conveniences. This isn’t necessarily a new trend but continues to be popular. I think there is a growing interest in ’80s and ’90s Asian vehicles as well. This is what my generation drove in high school, and that nostalgia is driving the trend.

There are, however, two challenges that I see currently facing our industry segment. The main one, supply-chain disruption, is very universal and still impacting all of our businesses. For the most part, as a manufacturer, we’ve been very fortunate to have suppliers that can regularly provide our raw material but with longer lead times and regularly increased prices. Some of the more niche components in those parts have been more challenging to source, however, and those are needed for the final product.

Secondly, I’ve heard over and over from our members that finding people who have the skills to restore vehicles has exceedingly become difficult. There are not enough people who are trained to do transmission or wiring work for classics. As if the current employment market isn’t challenging enough, the lack of available people with these skill sets makes it tougher for restoration shops and customers to find help.

Looking at long-term opportunities, there’s no denying that electric vehicles (EVs) are in our future. As a segment, we have to figure out how we fit in with this emerging technology. The great thing about the restoration market is that because we’re in a segment that deals with vehicles from the past, we have a long-range crystal ball to prepare for the future.

Vehicles with battery-electric motors will still need tires and wheels. They will still need classic-looking instrument panels. And they will still need interiors. In fact, making these vehicles more environmentally friendly or easier to drive and maintain may create a customer base who didn’t grow up in their dad’s garage tooling around but do appreciate having a fun vehicle to drive around.

ARMO is helping to address these issues in a couple of ways. First, we want to be a forum to help your company get their new products in front of buyers’ eyes. ARMO has been hosting the Hot Product Showcase at Spring Carlisle—one of the largest consumer restoration shows—for many years. As an ARMO member, you’re able to submit products for display at the event for free. Contact our council liason Marcy Yanus at marcyy@sema.org to submit your product.

Secondly, ARMO hosts quarterly membership meetings and panel discussions. In those discussions, topics are brought to us by members so that we can address business needs that they are facing. Past topics have included “General Industry Trends,” “How to Utilize the SEMA Washington Office for Legislative Issues,” and “OE Licensing Education.”

ARMO specifically wants to help our member companies succeed in business. We support networking, education and youth engagement. If you have an interest in learning more about ARMO, please join one of our Virtual Quarterly Panel Discussions or contact us at marcyy@sema.org. We also invite those interested to join us for our annual ARMO Receptions at the SEMA Show. We always love extending the opportunity for you to learn more and speak to other member companies about the value of their ARMO membership.

Career and Leadership-Development Trends

Reported by Nick Caloroso, Chair, SEMA Future Leaders Network (FLN):

The rapid landscape shift from internal combustion engines (ICE) to EVs has become a catalyst for new ideas and innovation in the automotive aftermarket industry. New business owners, entrepreneurs, engineers, and EV enthusiasts are joining the industry just as quickly.

As a result, SEMA’s Future Leaders Network (FLN), formerly the Young Executives Network (YEN), has shifted efforts to focus on the creation of new opportunities for professional development and career growth. The Dale Carnegie-backed, Professional Development Program (PDP) is the first program of its kind aimed toward welcoming these new leaders into the industry. Members who attend the program are given an opportunity to network with peers and establish deep connections that create value and support.

SEMA has absorbed a large portion of the cost to make this program accessible to businesses of any size. If you are new to the automotive aftermarket industry and looking for opportunities to learn and grow, visit www.sema.org/fln to learn more.

Restyling Industry Trends

Reported by Josh Poulson, Chair, SEMA Professional Restylers Organization (PRO):

Despite some challenges, our restylers and restyling manufacturers remain busy and profitable. Many of the shops around the country have been pivoting to do more retail business instead of the traditional wholesale dealer business. Ideally, most shops we hear from would like to be closer to a 50/50 margin mix of wholesale and retail.

In addition, the film market (window tint, paint-protection and wrap films) continues to grow at a rapid pace. This growth will continue over the next five years, and many core products will remain popular. These include leather interiors, sunroofs, heated seats and truck accessories. As dealership inventories improve, most shops that have built dealer relationships will get busier. That should provide a needed boost to the industry.

One challenge is that many restylers have relied on business from car dealerships, and that has been hurt by the lack of vehicle production and availability. This will continue to be an issue well into 2023, according to many experts.

A longer-term challenge is how OEMs will sell their vehicles. The dealership model isn’t going away; however, the process for selling new vehicles has been interrupted and will continue to evolve. There probably won’t be as many cars on a dealer’s lot, and the OEMs would love to push the “build to order” model if Americans prove willing to wait for their vehicles. If this happens, the Restyling industry will need to evolve with the trend and make sure our products are still presented to consumers at the time of sale.

Our PRO council continues to host our annual PRO Cup Challenge at the SEMA Show each year. This year, we had seven restyling shops from around the country building realistic packages on everyday vehicles found on the road. PRO manufacturers had the opportunity to see how their products can be packaged together with others to create a distinct package that can be easily replicated in any restyler’s local market. Many restylers were in attendance to take these ideas back to their own markets.

Outside of the Show, we are also scheduling our ongoing regional sales/installer training sessions that allow shops to send their sales and/or technicians for training from manufacturer instructors in multiple categories. We will continue to announce these dates and locations starting early 2023.

On the emerging technology front, we at PRO don’t really fear the growth of EVs. In fact, we embrace them! Whether a customer has an EV or an ICE vehicle, they want it to stand out and look different from others on the road. We restyle many EVs currently, and as more and more products come out for these vehicles, PRO will be at the forefront of working with car dealers to offer these products.

One of the biggest things we at PRO pride ourselves on is the fact that everything we discuss and do is aimed at making money for our members. Most of our engaged members are owners and executives who want to grow business and be more profitable. We welcome new members from throughout the category.

Industry Businesswomen’s Trends

Reported by Cathy Clark, Chair, SEMA Businesswomen’s Network (SBN):

More and more women are joining our industry, and with that comes an increase in women in leadership within the industry. The SEMA Board of Directors, for example, currently has four female members. This increase in women also means there are many opportunities for involvement.

Our All Female Bronco Build has introduced a number of women, both within and outside our industry, to the opportunities that await them. We also plan to have an educational series in 2023 that will help men learn to become allies for industry women. The more we do to make women feel comfortable and welcome in the automotive aftermarket, the more women that will join us. Diversity brings new ideas and change and can only lift our industry to new levels.

The biggest issue that I’ve seen for industry women is that some believe they lack the technical knowledge required to make an impact or answer technical questions accurately. We’ve seen it time and time again at trade events where a man will bypass a woman to address a technical question to another man. In a number of instances, the man answering then directs the person right back to the woman because she is the expert on that subject. If we can help bring more awareness to the industry and its members that women are just as knowledgeable about the automotive aftermarket as men, we can help eliminate instances like this.

I think we see more opportunities than challenges for industry women in the next five to 10 years. With the cost of a college education rising, more and more people are looking to trade schools to get their education for a future career. SEMA needs to be out in the high school championing automotive schools as a viable and profitable option to youth. More women than men are attending traditional universities at this time, and I feel that we should challenge ourselves to make sure that more women than men are enrolling in technical colleges as well.

The biggest way that we are helping women in our industry is by providing them networking, educational, and recognition opportunities. Our All Female Bronco Build has had more than 300 women want to volunteer (and counting) so far. We prioritized women-owned and/or -led manufacturers for the products that we put on the vehicle. We also had our first Women’s Leadership Forum in March of 2022 and will have it again in March of 2023. It’s an opportunity for women to get together to collaborate on issues that they have faced in their careers and learn from each other and professional speakers.

SBN is not exclusively women only. We are open to male members and leadership. We are looking to increase the number of women in our industry and make it the best possible experience for them. My dream would be that the SBN one day becomes unnecessary. That would mean that women are treated and recognized as equals in the industry. We are on our way, but still have a long road ahead of us.

We are here to serve industry women. We want to provide services, activities and opportunities that they feel are needed. We are very approachable and always love hearing new ideas. You can easily volunteer on any of our task forces and committees, and it doesn’t require a ton of commitment (usually just one phone call per month). Get involved. The more you put into it, the more you get out of it.

Wheel and Tire Industry Trends

Reported by Mike Lusso,  Chair-Elect, SEMA Wheel and Tire Council (WTC):

Based on input from WTC members, we see many positive wheel and tire trends going into 2023. In general, supply-chain issues seem to finally be resolving. Losses for 2022 have seemed to stabilize, and our RTO customers are increasing. Also, there has been development in electric vehicle (EV) technology across all major brands, along with the tires and wheels that support those vehicles. The development of non-pneumatic tires continues as well.

Additionally, there is a continued influx of low-cost advertising opportunities within new social channels. With opportunities such as TikTok and a growing app presence in the automotive industry, the decreased performance of Facebook and Google can now be translated to new channels where new consumers exist. A wider network equals more first-time
conversions.

Meanwhile, as EVs continue to be adopted by both enthusiasts and standard users, the mentality of modification is finding its way to a wider range of enthusiasts. I typically categorize Tesla enthusiasts as “tech enthusiasts,” not “car enthusiasts.” However, it doesn’t matter what label they carry, as they are both modifying their vehicles the way they feel best.

In the area of business challenges, EV and advanced driver-assistance systems (ADAS) technologies are driven by market consumption, and shop owners need education to support the vehicles they see in the shop. Wheels and tires are the first things to hit the road, so we need good education around the effects they bring to the vehicle. There will also be new challenges in wheel and tire manufacturing, pricing, training and staffing. In fact, training and retention of front-line personnel is still a major opportunity.

From the restoration segment to wheels and tires, electrification ranks as a hot-button challenge—and opportunity—for SEMA-member businesses. But further innovations to traditional powertrains will also figure prominently in the aftermarket’s future.

There may also be hesitation to embrace and spend on emerging technologies due to cost. But those who do so now will be ahead of the curve when the economics rebound. They will be stronger for it. The more companies hold back, the more it hurts other companies. We need to push forward.

With supply-chain issues somewhat easing, we are also seeing overseas brands that had issues fulfilling demand during the pandemic starting to flood the market. However, for industry businesses, challenges remain. For instance, parts for testing machinery are up to 200 days out in some cases, and materials testing delays can be up to five months.

Plus, with inflation consumers are starting to stretch their dollars. We are seeing an “emptying out” of demand in the Tier-2 space with more consumers seeking Tier-3 supply. As always, the rich remain rich, and Tier-1 brands seem to be holding their own fairly well in comparison to other tiers. However, for truck buyers, being an enthusiast is going from “really expensive” to “too expensive.” The results are individuals leaving the segment for a more affordable “non-lifted” segment.

Some other developments to watch relate to lighter wheels, higher-torque vehicles, newer EV winter tires, rolling resistances and regulation. The latter includes California’s explorations of rolling-resistance and wet-grip minimum mandates, which may disproportionately impact the specialty tire market. Federal agencies tend to adopt such policies nationwide.

Our biggest need is industry education and advocacy on emerging technologies and the market. Many don’t understand the issues—or are clouded by personal opinions about EVs, grid infrastructure, economics and the effects of inflation. We have used our connections with larger organizations to advise government about their impacts using data and insights provided by SEMA. We are lobbying for exemptions that will benefit the entire wheel and tire aftermarket.

Additionally, we have several education initiatives for 2023 that will educate SEMA members on changes to vehicles and how they affect wheels and tires. Our programs will include topics like rolling resistance, tread wear and traction, and how EVs are affected. The WTC Education Committee goes to great lengths to inform are members and to keep businesses on top of these and other topics. We invite businesses in our segment to contribute their feedback and keep us informed of their needs.

Editor’s Note: The viewpoints expressed in this article are those of our council and network sources and do not necessarily reflect the official positions of SEMA or its Board of Directors.

By SEMA Market Research

In 2021, approximately 54% of accessorizers were under the age of 40. Accessorizers skew young, who are also more likely to be “true enthusiasts.”

Last year was a record year for the specialty-equipment industry, with U.S. retail sales hitting $50.9 billion for the first time. But who are accessorizers? Accessorizers skew young. In 2021, more than half were under 40. Younger accessorizers are more likely to be enthusiasts and tend to make more complex modifications. Accessorizers are also more likely to own pickups, SUVs and sports cars than non-accessorizers. Pickup parts remain big business for our industry and accounted for 31% of retail sales in 2021. Accessorizers are also almost twice as likely to own recreational or offroad equipment as non-accessorizers.

Accessorizers are more likely to own pickups, SUVs and sports cars than non-accessorizers. CUVs tend to be more common among non-accessorizers.

Accessorizers in the United States are almost twice as likely as the rest of the population to own recreational or off-road equipment, especially RVs, ATVs and motorboats.

For more information, download the “Classic Cars, Modern Market” report at www.sema.org/research.

 

SEMA Businesswomen’s Network (SBN), SEMA’s fastest-growing professional group, unveiled its All-Female Build ’21 Ford Bronco Wildtrak earlier this month at the 2022 SEMA Show, the aftermarket industry’s annual event. Ford Motor Co. will display it in their booth at this year’s AutoMobility LA Auto Show November 18–27.

The four-door SUV provided by the Ford Motor Co. underwent modifications that represent a culmination of the work of more than 125 female volunteers from throughout the United States and Canada that included veterans, students, mother-daughter and even granddaughter duos, as well as automotive technicians, race car drivers and award-winning car-building sisters.

“The collaboration truly represents the spirit of the build,” added Cathy Clark, SBN chair. “This project was a chance to spotlight women in the automotive aftermarket industry and the ways in which they come together and offer support to each other. We’re excited to see the passion their efforts received at the SEMA Show this year and to see where these opportunities may lead in the future.”

The project began on July 19 at the SEMA Garage in Diamond Bar, California, where SBN volunteers, including students from WyoTech, began disassembling, painting and upgrading the vehicle. The Bronco then made its way to the SEMA Garage in Detroit, where final accessories and a vinyl wrap were installed, and the vehicle was prepped for Las Vegas. Throughout 2023, the vehicle will be on display at multiple events highlighting women in automotive.

“To me, this wasn’t about trying to prove that women are capable,” said Volunteer Team Lead Haley Keelin. “We already know we are capable. This was about changing the way the world perceives our capabilities and showcasing what all these amazing women can do. I’m so proud to share this build with everyone at SEMA and to showcase what we all built together.”

The SBN’s 2022 All-Female Build campaign marks the 10-year anniversary of SBN’s first award-winning all-female build, a ’13 Ford Mustang GT, which was also present in the SBN’s SEMA booth for the unveiling. The program’s popularity over the last decade has grown so much, more than 250 women expressed interest in volunteering to support this year’s build.

“This experience continues to create awareness of female expertise, expose women to other aspects of the industry and instill confidence in all of our female volunteers,” said Nicole Bradle, SBN council director. “It’s amazing to celebrate 10 years of the All-Female Build program with these amazing professionals and enthusiasts and finally have the opportunity to show the result of countless hours of work with the world.”

The overland and off-road-themed build features an ICON Vehicle Dynamics Stage 8 Suspension System and 17×8.5-in. ICON Alloys Thrust satin-black wheels wrapped in aggressive 37-in. Milestar Patagonia M/T-02 tires. Oracle headlights, taillights and off-road lights provide visibility in all conditions. A Goose Gear Rear Seat Delete makes space for an interior camp kitchen, complete with a Ford Performance 50-quart Classic Series fridge/freezer by ARB. The exterior boasts a Ford Research and one-off Advanced Engineering illuminated Bronco Grille, Crawler bumpers by woman-owned brand Baja Forged, Yakima Skyline tent and Terra Strada Design custom wrap, expertly fulfilling the vision of Monika Kalenski, founder of MEK Magnet. Her rendering was selected by popular vote on social media to be used as inspiration for the SBN Build.

The stock 2.7L V6 EcoBoost engine with a 10-speed automatic transmission receives a power boost from a Ford Performance EcoBoost Power Pack performance calibration, Turbosmart Kompact EM Plumb-Back Valve, aFe Power Momentum GT cold-air intake and an AWE Tuning cat-back exhaust system.

For more information on the project, visit sites.sema.org/sbn-build.

By SEMA Washington, D.C., Staff

Have your imports been held up by U.S. Customs and Border Protection? Ensure that your company has fulfilled the requirements by the National Highway Traffic Safety Administration (NHTSA) for foreign manufacturers and importers to help this process run smoothly.

All foreign manufacturers and importers of motor vehicles or equipment must designate a permanent resident of the U.S. as its Agent for Service of Process with NHTSA. This person serves as the company representative if there is an administrative or judicial issue to be addressed such as a product recall. This longstanding requirement applies to all imported automotive parts and shipments are subject to inspection for proper “Agent for Service of Process” documentation. If the information is not on record, Customs will hold the shipments at the Port of Entry pending submission.

An Agent for Service of Process can be designated on the NHTSA website. For more information, contact Caroline Fletcher at carolinef@sema.org.

SEMA Show management has announced that the 2023 Exhibitor Space Rental Agreement (ESRA) is now live.

The deadline to submit ESRAs and deposits is Monday April 3, 2023. SEMA Show Priority Space Selection is scheduled for Monday, May 1–May 17, 2023. Companies that reserve space by the deadline are eligible for the year’s early space selection, where exhibitors select their booth location at the Show.

The 2023 SEMA Show will take place October 31–November 3, at the Las Vegas Convention Center. For complete Show information, visit www.SEMAShow.com.

For additional information about exhibiting at the SEMA Show, visit www.SEMAShow.com/exhibitor.

Here’s a first look at the right-hand-drive ’23 Corvette Z06 while testing in Metro Detroit.

The Amplify Orange Coupe seen has the Z07 performance package (canards at the front and the spoiler out back), while a set of orange brake calipers seem to be hiding a set of carbon ceramic brakes. This Z06 also has a wide exhaust setup, which also indicates that it’s an international market model. The Z06 sold in the States will have a centrally mounted exhaust.

Look for right hand drive Z06 to be sold in Australia and New Zealand, among other markets.

Photo credit: Brian Williams, SpiedBilde

The Austin Hatcher Foundation (AHF) for Pediatric Cancer will auction a custom Gen 3 Factory Five Type 65 Coupe November 27–December 4 on the Bring a Trailer website. The coupe’s build was funded by SATA German Engineering and was put together with the help of young cancer patients, survivors and their family members.

This project build began with a Factory Five Type 65 Coupe kit, which is a replica of the Shelby Cobra Daytona Coupe that won the famed Le Mans circuit in 1964. The Euro luxury-style coupe’s styling cues are drawn from the Mercedes 300SL and the Ferrari 275GT.

The Austin Hatcher Foundation (AHF) for Pediatric Cancer will auction a custom Gen 3 Factory Five Type 65 Coupe November 27–December 4 on the Bring a Trailer website.

The color and wheel choices of the vehicle pay a tribute to the luxury performance vehicles of the ’60s. Finished in a bristol grey exterior and a full custom navy-blue leather interior, the coupe features a Ford Performance 347-cid Street Cruiser crate engine—carbureted, Tremec TKX five-speed transmission, Moser Differential and custom Detroit Steel Wheels. The custom paint was applied by Ron Fleenor at Fleaz Color Faktory using SATA X5500 RP 1.3, and the custom bodywork was done by Greg Cunningham.

But what makes this custom Coupe so special are the hands that helped put it together: the hands of pediatric cancer patients and survivors.

The Austin Hatcher Foundation incorporates automotive into the services they provide families facing pediatric cancer through their Industrial Arts Therapy Program, which includes getting the children involved in putting together cars like the coupe. The foundation is one of three official SEMA Cares Charities, as well one of two of the “proud charities” of the International Motorsports Association and Road Atlanta.

“I believe SEMA fans and automotive enthusiasts were blown away by the detail and outcome of this vehicle when they saw it on display at the SEMA Show in 2021,” said Austin Hatcher Foundation CEO and co-founder, Amy Jo Osborn. “Not only is it a beautiful car, but it also has a beautiful story behind it. We loved watching pediatric cancer families come together to build this coupe, and we cannot thank our friends at SATA, Ford Performance Parts, Moser and Detroit Steel Wheels enough for helping fund the entire process.”

The coupe build was a part of the Austin Hatcher Foundation’s Industrial Arts Program. The Industrial Arts STEAM program serves a multipurpose function; first to introduce and educate a STEM-based trade, and second, to treat and improve coordination deficits, behavior, memory, learning and many other deficits as results of childhood cancer and chemotherapy treatment.

“The Austin Hatcher Foundation has created a gorgeous car with a great paint job and fantastic looking leather interiors,” said Jörg Göttling, head of export at SATA. “It is one of the most unique and stunning shapes in automotive history. It was during the SEMA Show some years ago when we at SATA learned about the existence of the Austin Hatcher Foundation and the great cause they are committed to. SATA has a long tradition of supporting projects aimed to help the less fortunate at home and abroad.”

The SATA-funded coupe is the 16th car build that the Austin Hatcher Foundation has completed. The foundation is constantly looking for new car build projects and partners to continue industrial arts therapy. Anyone interested in having AHF customize their next SEMA Show build or personal vehicle, or anyone interested in donating parts, cars or financial assistance to the program can contact foundation Industrial Arts Manager Daniel Fosbinder at daniel@hatcherfoundation.org.

The Austin Hatcher Foundation incorporates automotive into the services they provide families facing pediatric cancer through their Industrial Arts Therapy Program, which includes getting the children involved in putting together cars like the coupe.

“Cars like these beautifully represent the work and therapeutic recovery from our STEAM and industrial arts program at the foundation,” said Dr. Jim Osborn, co-founder of the Austin Hatcher Foundation. “The families faced with pediatric cancer are part of the assembly process, which is helpful for their recovery in many ways. And when they see the completed product, it helps build confidence in their ability, and brings a positive sense of accomplishment.”

The Gen 3 Factory Five Type 65 Coupe will go live at the end of this month on BringATrailer.com. All proceeds from the coupe will fund services at the Austin Hatcher Foundation, one of SEMA’s three official charities. The Austin Hatcher Foundation’s mission is to erase the effects of pediatric cancer for entire families by providing essential specialized intervention beginning at the time of a child’s diagnosis and continuing through survivorship of the family. Families of the foundation are provided with services such as mental and behavioral health therapy, cccupational therapy, neuropsych testing, family programs and more at absolutely no cost to them.

To learn more about the Austin Hatcher Foundation, visit www.HatcherFoundation.org.

To take an inside look and hear the story of the SATA build custom coupe, watch the foundation’s video story.

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

Creative and Design Manager
Edelbrock Group

Edelbrock Group is hiring a creative and design manager who can not only create exciting, well-executed creative work, but who can also manage a team of creatives, collaborate with others inside and outside of marketing for project specifics, improve the quality of current design/graphics work and ensure all finished creative work is accurate, on brand and on time for the entire team. To be successful in this role, candidates must be well-rounded creative experts who are skilled in all of aspects traditional and digital marketing design. You must have experience executing a diverse mix of creative projects from conception to production in a multi-brand environment. You should also be a talented mentor who can oversee the work of others, recognize skill gaps, evaluate individual and team performance and offer constructive guidance in a kind and respectful manner.

3D CAD Modeler
Leading Edge Machine and Design

Leading Edge Machine and Design (LEMD) is hiring a 3-D CAD modeler. In this position, you will work on a multitude of varying projects for some of the best shops in the industry. You will be able to see the whole lifecycle of the project, from concept to completion. As LEMD grows, you will have the opportunity to quickly move into a leadership position and establish your presence in an industry you love. Candidates must have Fusion 360 knowledge, 3-D scan data knowledge and 3-D sculpting and complex modeling skills.

Embedded Software Engineer
Derive Systems

Derive Systems is hiring an embedded software engineer to design, implement and test embedded software components to interface and control the enthusiast devices; participate in architecture, requirement gathering, estimating and planning for software execution; and develop new functional capabilities within firmware applications to meet a wide range of customer requirements and operational needs. Candidates must have 4–6 years’ experience using C/C++ for embedded devices and a bachelor’s degree in computer science, engineering or other relevant technical discipline.

By SEMA Editors

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

By Linda Spencer

Thirty-five SEMA members from 18 companies spent a week in Stockholm, Sweden, this past summer networking with trade buyers from throughout Europe. The week included exhibiting at two events—one trade-only and the other a large consumer and trade event hosted by one of Sweden’s largest distributors.

The SEMA Business Development Program U.S. delegation attended an American Car Cruise, which takes place the last Friday night of each summer month. American vehicles from the ’30s–’90s lined the street, and enthusiasts with vehicles such as those pictured above cruised down Sveavägen, a main Stockholm, Sweden, thoroughfare.

“The Nordic region is a great automotive enthusiast market,” noted Barry Adler, president of Quick Time Performance. “Their love for U.S. cars and trucks makes for great business opportunities.”

While the program was initially planned to be a gathering with buyers from the Nordic countries (which include Sweden, Norway, Denmark, Finland and Iceland), trade buyers attended from throughout Europe, including the United Kingdom, Switzerland, Germany and Netherlands. The U.S. delegation had the opportunity to meet both formally and informally with the visiting resellers at a trade-only day as well as a consumer event. Rounding out the week, the U.S. companies attended the famed Sveavägen Car Cruise and spent a day visiting retailers, wholesalers and installers with one route focusing on performance upgrades for street and racing and the other visiting shops focused on classic vehicles and restoration.

Pictured is Liz Couch, international economist—Automotive Team, U.S. Department of Commerce, Washington, D.C. Couch, SEMA’s liaison with the U.S. Department of Commerce, has attended nearly all of the SEMA business development programs and arranges the panel of U.S. government officials at each of these events—bringing together U.S. Embassy staff handling commercial affairs and other government officials, such as those charged with improving the protection of global IPR rights of U.S. companies.

Todd Payne, director of sales for Magnuson Superchargers singled out a main highlight of the trip for him—the day of touring trade buyers’ facilities in the greater Stockholm area. “The shop visits were well planned and provided a great spectrum of the Swedish automotive culture and their strong affinity for American muscle and Americana as a whole.” He added, “I attended with high expectations for the quality of this venture and they were exceeded.”

“Even though I had been to Sweden and have an existing customer, this really opened my eyes to the size and enthusiasm of the market,” said Tom Davis, UK and European business development manager for VP Racing Fuels. For him, the opportunity to exhibit at a consumer event hosted by Hansen Racing was extremely valuable as “it gave me insight into what the actual end user wants and their thoughts/experiences.”

Aleksander Moos, commercial specialist, U.S. Embassy, Copenhagen, Denmark.

Robert Scheid, vice president for McLeod Racing LLC, spoke more broadly of the program’s importance for his business. “Meeting face to face with potential new distributors was just one of the highlights of the trip. Also getting to visit key distributors, attend the famous Sveavägen Car Cruise, and other key events built the foundations for growing our business in the region exponentially.”

Performance Analysis Owner Mark Whitney noted that the trip is for companies already active in a market as well as those new to the region or exporting more generally. “These trips put you face-to-face with vetted buyers in the region. For first-time exporters, a company new to exporting and even seasoned exporters, the SEMA trade events are the best way to do what we do best, promote our products.”

Rachel Bae, regional U.S. intellectual property attaché, U.S. Mission to the European Union, Brussels, Belgium, provided an overview on property rights protection in the Nordic region and throughout Europe. One of the first steps for a company is to ensure that trademarks and other property rights are protected in the markets in which they seek to do business. Creating a priority list of these countries and/or regions in which these protections should be secured is key. Bae mentioned that there are seven U.S. IPR attachés throughout the world available to provide guidance.

Andy Lamus, vice president of international sales for Dynocom Industries Inc., similarly pointed out the benefits to his company: “New contacts, market knowledge, real on-the-ground experience and the opportunity to talk, one-on-one, to the players in this market.”

The region was new, saleswise, to a number of the participants, including Radflo Suspension Technology. Glenn Classen, CEO and president of Radflo Suspension Technology, has participated in a number of previous business development programs with SEMA, and is actively exporting to a number of global markets, but was new to the Nordic region. “I was impressed with the knowledge and enthusiasm shown by the vendors and attendees to the show.”

Barry Adler (center), president of South Carolina-based Quick Time Performance, and a repeat participant on the SEMA business development program, commented, “The Nordic region is a great automotive enthusiast market. Their love for U.S. cars and trucks makes for great business opportunities.”

The wholesale distribution system for parts for American vehicles and automotive specialty products in Europe, and the Nordic region in particular, is quite established and growing. The delegation met with many large wholesalers during the trip and visited two of the distributors’ facilities, the latter of which featured a heavy use of robotics to keep up with the demand. “The availability of parts and components into the market by local companies was impressive,” noted Classen.

Participants commented on the benefits of spending the time and funds needed to visit key markets and to meet with potential or current customers in person. “Deeper knowledge into the Northern European automotive aftermarket was gained by firsthand accounts through one-on-one interviews with buyers, workshop visits in the local area, and an American-flavored car show that can only be earned by showing up,” said David Reyna, international accounts manager for DeatschWerks Fuel Systems. A number of participants signed sales agreements during the trip. The vast majority expect that the leads they developed during the program will equate to sales in the short-term. Still others are planning to further research the market to determine whether it will be a good fit for their products.

Nancy Bjorshammar (left), commercial specialist, U.S. Embassy, Stockholm, Sweden; Johan Bjorkman (second left), commercial specialist, U.S. Embassy, Stockholm, Sweden; and Liz Couch (second right), international economist—automotive team, U.S. Department of Commerce, Washington, D.C.; and Tom Davis (right), UK and European business development manager for VP Racing Fuels. The U.S. government officials participated in a briefing on the European market for the U.S. delegation, including information on the market, such as car registration figures, population and per capita income, information on the specialty market, and enthusiast events in each of the five countries. The U.S. officials also met one-on-one with the U.S. delegation during the weeklong event.

The SEMA Nordic program is the fifth venue for the SEMA overseas business development programs, with each market chosen by the association based on a number of factors, including the current and potential sales of specialty products, sizable local interest in customizing, and the disposable income to afford this discretionary expense. This first program in Europe was added as the 25th business development program as Sweden, the Nordic region and Europe more broadly fit these criteria.

“As the European and Nordic markets continue to grow, and their demand for American brands remains relentless, this trip proved extremely valuable for international veterans and the newcomer alike,” noted Injen Technology Global Business Manager Jay Crouch. “Over the years, we’ve found that the SEMA international trips allow businesses like ours to network with key buyers in one place and get a real pulse for the region’s marketplace. We’re able to see how the local shops evolve on a yearly basis and how the market trends begin to shift before it happens,” added Crouch.

Mark Cornwell (right), vice president, new business development and specialty markets for Wilwood Disc Brakes, stated it was “hard to believe the commitment and following of American classics and hot rods in this region. It was awesome to meet with key players and listen to understand their needs. Another great SEMA export event—was a win, win, win for SEMA, manufacturers and the Nordic people.”

“The automotive-enthusiast scene in Stockholm and the surrounding region is alive and well,” commented Tim McCarthy, founder and CEO of Hushmat and a first-time business development program participant. “It was exciting to see the cruises and enthusiasm right in front of our eyes. If you did not know you were in Sweden, you would have thought you were standing at a car cruise right [in] Kansas City.” Ryan McDonald, sales manager for Custom Autosound, put it succinctly: “The Swedes aren’t just enthusiasts, they are car crazy!”

“Hard to believe the commitment and following of America classics and hot rods in this region,” added Wilwood Disc Brakes’ vice president of new business development and specialty markets Mark Cornwell. “It was awesome to meet with key players and listen to understand their needs.”

This was FUELAB’s first overseas trip with SEMA. President Brian Paitz (right) joined the SEMA delegation that was comprised of both veteran travelers, expert exporters, and those new to exporting.

The U.S. Department of Commerce’s (DOC) International Trade Administration (ITA) once again greatly enhanced the business development program experience for SEMA-member manufacturers, providing grants to trip participants to defray the cost of participating on the trip, and providing officials and briefings comprised of officials from the United States through the Market Development Cooperator Program (MDCP). This ITA program has a longstanding partnership with SEMA, which began in 2011 and since has provided $1.1 million in federal funds and technical assistance to assist U.S. companies in growing their export sales. The ITA’s efforts in the SEMA business development programs, including this program in Stockholm, have been coordinated by Brad Hess, director of the market development cooperator program, and Liz Couch, international economist—Automotive Team, U.S. Department of Commerce (DOC), Washington, D.C.; and the DOC lead on the SEMA-MDCP partnership.

Rogers Myers (left), co-founder of Custom Autosound Mfg., and Ryan McDonald (center), sales manager for Custom Autosound Mfg., along with other participating U.S. companies, exhibited in this one-day trade-only table-top display and reception. They also met with more than 1,000 attendees and saw hundreds of American project vehicles. Noted McDonald, “The Swedes aren’t just enthusiasts, they are car crazy!”

Other U.S. officials participating in the inaugural SEMA Nordic program include Nancy Bjorshammar, commercial specialist, U.S. Embassy, Stockholm, Sweden; Aleksander Moos, commercial specialist, U.S. Embassy, Copenhagen, Denmark; Joseph Lin, economic unit chief, U.S. Embassy, Stockholm, Sweden; and Rachel Bae, regional U.S. intellectual property attaché, U.S. Mission to the European Union, Brussels, Belgium.

The following photos were taken at the 2022 SEMA Nordic Business Development Program.

Companies participating in the 2022 SEMA Nordic trip:  

• aFe Power
• Bed Wood and Parts LLC
• Borla Performance
• Custom Autosound Mfg.
• DeatschWerks Fuel Systems
• Dynocom Industries Inc.
• FUELAB
• HushMat
• Hypercraft
• Injen Technology
• Magnuson Superchargers
• McLeod Racing LLC
• Performance Analysis
• Quick Time Performance
• Radflo Suspension Technology
• United Engine & Machine Co.
• VP Racing Fuels
• Wilwood Disc Brakes

Jay Crouch (left), director of global business for Injen Technology, and Ron Delgado (second left), president for Injen Technology. Injen participated in the first SEMA overseas business development program to China and most trips since then. “Injen Technology looks forward to the SEMA international events every year,” noted Crouch, “and without fail, SEMA delivered beyond expectations with the Nordic trip. This is key to growth for any region, and SEMA provides this to their members at a cost that is outweighed by the tremendous ROI.” The company typically adds additional days either before or after the program to follow up with current or potential buyers or to use the opportunity to measure vehicles not present in the U.S. market to create product.

Andy Lamus (left), vice president of international sales for Dynocom Industries Inc., was one of 35 SEMA members from 18 companies who participated in the four-day program, which included receptions, briefings, exhibiting and site visits to resellers and installers. Lamus noted that he most valued the “new contacts, market knowledge, real on-the-ground experience, and the opportunity to talk one-on-one with the players in this market.”

Mark Whitney (center, white shirt), owner of Performance Analysis, noted, “These trips put you face to face with vetted buyers in the region. The opportunities provided by these trips cannot be duplicated by just traveling to a country. For first-time exporters, a company new to exporting, and even seasoned exporters, the SEMA trade events are the best way to do what we do best—promote our products.”

Christopher Sulprizio (right), vice president of United Engine & Machine Co., participated in his company’s first overseas trip with SEMA, though he has traveled numerous times to the nation. It was a great opportunity for the company to visit current customers and to meet additional resellers from throughout Europe.

Tom Davis (right), UK & European business development manager for VP Racing Fuels, said, “It was a fantastically well put-together event and agenda. Even though I had been to Sweden and have an existing customer, this really opened my eyes to the size and enthusiasm in the market. The Hansen Day was great as it gave me insight into what the actual end user wants and their thoughts/experiences. If you are a U.S. business that isn’t working in the Nordics already, then I believe you are missing a fantastic opportunity.”

Robert Scheid (second left), vice president for McLeod Racing LLC, has participated in most of the SEMA business development programs and takes pre-trip and post-trip preparation seriously. He contacts current and potential customers before leaving the United States, sets up additional meetings while in a country, and makes sure to follow up promptly with all leads and inquiries upon returning to the States. Scheid and other experienced exporters have been an invaluable resource to SEMA-member suppliers that are newer to exporting and/or the SEMA business development programs. “Meeting face-to-face with potential new distributors was just one of the highlights of the trip,” noted Scheid. “Also getting to visit key distributors, attend the famous Sveavägen Car Cruise, and other key events, built the foundations for growing our business in the region exponentially.”

Todd Payne (left), director of sales for Magnuson Superchargers. Magnuson has participated in both of the 2022 SEMA business development programs and the first since international travel became possible post-COVID. “The inaugural SEMA Nordic trip was well worth the wait,” noted Payne. “The business owners I met with during meetings were engaged and prepared to discuss their unique markets. The shop visits were well planned and provided a great spectrum of the Swedish automotive culture and their strong affinity for American muscle and Americana as a whole. I attended with high expectations for the quality of this venture and they were exceeded.“

Glenn Classen (left), CEO and president of Radflo Suspension Technology, has participated in previous SEMA business development programs. His company has a strong overseas presence. Classen signed up for this inaugural trip to the region—one in which his company is not currently active—as a first step in exploring the Nordic market.

Jeffrey Major (left), CEO of Bed Wood and Parts LLC, and Amanda Major (second left), vice president of risk management for Bed Wood and Parts LLC. Resellers are always eager to see new products and companies come to the market. This was Bedwood’s first overseas trip with SEMA, and they experienced both the camaraderie among delegation participants and the eagerness of the European specialty-equipment market to meet with the visiting Americans.

David Deatsch (left), president of DeatschWerks Fuel Systems, and David Reyna (second left), international accounts manager for DeatschWerks Fuel Systems. Noted Reyna, “Happy to attend the 2022 inaugural SEMA Nordic event in Stockholm, Sweden. Deeper knowledge into the Northern European automotive aftermarket was gained by firsthand accounts through one-on-one interviews with buyers, workshop visits in the local area, and an American-flavored car show that can only be earned by showing up.”

Timothy McCarthy (left, red shirt), founder/CEO for HushMat. The SEMA Nordic trip was HushMat’s first business development program. McCarthy returned with insight into the market and a new customer. “There is tremendous potential in the Nordic/European region, as virtually every product sold in the sound-deadening and insulation-materials category is manufactured in either Russia or China,” commented McCarthy. “There is a need for American-manufactured technology that is designed to reduce noise and heat inside the vehicle. We are very excited to announce our distribution relationship with the Hansen Racing team in Sweden and look forward to bringing our technology to the automotive enthusiasts in this region.”

Nancy Bjorshammar (left), commercial specialist with the U.S. Embassy, Stockholm, Sweden, speaks with Joshua Abbott (right), global sales manager for Borla Performance Industries Inc. Borla Performance, which has participated in nearly all of the SEMA business development programs, was one of 18 SEMA-member manufacturers traveling on the inaugural trip to Sweden. Other venues for international business development programs are Australia, China, the Middle East and Russia. The most recent trip was the first to Europe. The U.S. government representatives from the region participated in a briefing for the U.S. suppliers and met one-on-one with each of the American companies.

Pictured: Casey Lewis (left), account executive for Hypercraft, and Shaun Hill (right), CRO for Hypercraft. The U.S. suppliers exhibited at both a trade-only event as well as a consumer event (pictured above) at Hansen Racing featuring 1,000 consumers, hundreds of customized American vehicles and a BBQ.

The U.S. delegation exhibited at a large consumer event hosted by Hansen Racing, one of the biggest distributors in Sweden. Here, William Hansen (center) was just presented with a SEMA Ambassador license plate from Bill Miller (far right), SEMA senior vice president of operations.

Jenny Amado is aFe Power’s export account manager. The company has attended a number of SEMA overseas business development programs and is actively selling abroad. “The Nordic trip was eye-opening, many opportunities to explore,” commented Amado. “We at aFe will be focusing on how we can best service this region and focus on development.”

The U.S. delegation spent a day visiting retailers, wholesalers and installers, including this shop on the outskirts of Stockholm.