SEMA News—January 2023

INDUSTRY INSIDER

Courtesy In & Out Customs

10 Minutes With Sage “Donkmaster” Thomas

By Mike Imlay

Throughout the South, In & Out Customs Owner Sage Thomas, aka, The Donkmaster, is known as the king of big-wheel racing. Born in Savannah, Georgia, and now based in Charleston, South Carolina, Thomas built his first Donk at 16 and dove headlong into the racing scene. Now he’s formed the National Donk Racing Association (NDRA), the first professional sanctioning body dedicated to Donk and big-wheel drags, which are exploding in popularity. His many fans follow him on Donkmaster TV on YouTube and @1_Donkmaster on Instagram.

SEMA News: For those unfamiliar with the concept—what’s a Donk?

Sage Thomas: A Donk is a ’71–’76 Chevrolet Caprice or Impala. It can be a two- or four-door convertable model. NDRA or other big-wheel racing platforms can have other classes like G-bodies. This would include Monte Carlos, Novas, Camaros, Cutlasses and other big-wheel cars.

SN: What first attracted you to Donk racing?

ST: Actually how big the cars were and how fast they got moving. I always liked big cars with horsepower because of my stature and how comfortable they are.

SN: Why did you start the NDRA?

ST: These big cars can weigh anywhere between 5,000–6,000 lbs. Wheels, U-joints, driveshafts, transmissions—all that stuff takes a different load level. People always wanted a good appearance, but weren’t doing it safely. I wanted to touch on the safety side to ensure they have the right kind of U-joints, axles, plus the right kind of safety equipment when they start going 150 mph in the quarter-mile.

SN: Big-wheel events are real crowd pleasers. What makes them unique? Why are they catching on?

ST: Donk racing is catching on because I make the impossible possible, and it becomes a challenge. You see a 5,000-lb. car with 26-in. wheels and real small sidewalls. This setup is extremely difficult to grip and hook on the track. Plus, all the flashy paint and chrome wheels make the sport appealing. Spectators like to see all the trash talking, the money, and who’s handing out Gapsauce. Every driver is a character.

SN: Obviously, big-wheel racing takes skill. Have you ever had one of those “uh-oh” moments where you had to call on every skill you had?

ST: Oh yeah—one particular time when my car started leaking coolant. After I went into high gear, I was feeling so much pressure in my engine that the coolant line started seeping and dripping on the track. When I did a one-two shift, I started spinning towards the wall a little bit, but I gathered it up pretty quickly and overcorrected something, but it straightened out. I went to third gear, and I just had to pedal on through it. But yeah, I’ve had a couple of “uh-oh” moments.

SN: What should the aftermarket know about the car culture surrounding big-wheel events?

ST: It’s exciting. It’s flashy. It’s loud. There’s a lot of different things to see. You might pull up to the racetrack at a car show and see a Honda Civic with 50 speakers hanging out of it. Or you might see a Donk on big wheels running 170 mph. It’s truly fun and exciting to see.

In the beginning there was little exposure to the Donk world. We were always testing parts. I had a lot of ins because I drag-raced 10 years before I actually started big-wheel racing. So some of my parts suppliers/partners, like FTI Transmissions, made different clutches, baskets and other parts like input shafts. I actually was part of the engineering process for some axle-specific big-wheel racing parts. engineered some axle-specific parts. Now TBM Brakes is making a different kind of brake just for big-wheel racing. Since being at the PRI and the SEMA Shows, the world is taking notice and starting to manufacture parts specifically for big-wheel racing.

SN: Who are your personal racing inspirations?

ST: Murff, a fellow from Florida who died recently, inspired me to do this stuff. Also Vito NoShake out of South Florida, and my Uncle Buggy, who was more of a father figure, helped me actually build all these big-horsepower cars in the very beginning. My uncle is one of the main people that pushed me in this direction.

SN: When not at the track, how do you spend your downtime?

ST: I love to play with my kids. We [also] go swimming, travel a lot to different places, and just relax, sit on the beach, kick my feet up.

SN: And finally, what’s in your shop?

ST: We have a high-end clientele that includes celebrities, football players (Za’darious Smith), rappers, comedians (Karlous Miller) and other entertainers.We just finished a car going to Canada for eBay Motors and Sneaker Con. We also have a wheel line and a top AKOO (A King of Oneself) urban clothing line that’s in 1,500 stores nationwide.

SEMA News—January 2023

EVENTS

SEMA to Go Citywide in Las Vegas

Headlines by the 2023 SEMA Show, “SEMA Week” Will Kick Off This November

By SEMA News Editors

SEMA has announced an ambitious five-year initiative to extend the annual SEMA Show’s reach citywide in Las Vegas. Officially dubbed SEMA Week, the goal is to create the world’s most expansive and exciting automotive event for industry and enthusiasts alike. Photo courtesy of Las Vegas Convention and Visitors Association

Among the highlights of the 2022 SEMA Industry Awards Banquet was the announcement of a bold five-year vision to expand the SEMA Show into an “all-city” Las Vegas experience. Officially called SEMA Week, the plan seeks to develop the world’s most passionate and exciting automotive event for both industry businesses and vehicle enthusiasts. SEMA Week will kick off this November 2023 with multiple new concepts, activities and events continuing to be phased in over the five-year roll-out period.

The business-to-business SEMA Show will continue to anchor SEMA Week, with the Show remaining a trade-only event Tuesday through Thursday. On Friday, the final day of the SEMA Show, a greater number of qualified enthusiasts will gain exclusive access to the Show through the Friday Experience program, which was launched two years ago. The traditional SEMA Cruise and SEMA Ignited after-party—which draw thousands of fans on Friday—will also remain in place.

The big change will begin Friday evening of SEMA Week, when the association will take over the nearby Las Vegas Festival Grounds to debut an all-new SEMA Fest event. Open to the entire public, the festival will continue through Saturday night.

“We have been watching the connection between enthusiasts and our industry grow for more than a decade and, as the industry’s trade association, have a responsibility to help facilitate that connection in new and meaningful ways,” said James Lawrence, SEMA Chairman of the Board. “By creating SEMA Week and SEMA Fest, we will be able to maintain the integrity of the trade show that makes it a must-attend event for automotive professionals while introducing a new platform for enthusiasts and the industry to engage with one another.”

Although SEMA Week will mark a major turning point for the association, SEMA President and CEO Mike Spagnola noted it follows a progression of recent SEMA outreaches to the enthusiast market. “In 2007, we brought the television show “Overhaulin’” to the SEMA Show. In 2011, the SEMA Cruise was launched. In 2014, we introduced SEMA Ignited and the SEMA Battle of the Builders. And [in 2021], the Friday Experience brought 5,000 automotive consumers to be part of the SEMA Show,” he said.

According to SEMA Vice President of Events Tom Gattuso, SEMA Week’s SEMA Fest will unite automotive enthusiasts with the aftermarket industry “in a high-octane and immersive festival-like celebration of car culture.” The event will feature top music and entertainment, a car show and cruise, VIP experiences, craft food, automotive celebrities and motorsport events.

Some may wonder why a trade association like SEMA, best known for its industry-only Show, is now making such a sizable commitment to the consumer space as well. In announcing SEMA Week, Lawrence explained it is part of a broader initiative to capture the hearts and imaginations of the enthusiast public and galvanize consumers behind the industry. A trade association has only so many business voices it can make heard. But a trade association supported by millions of consumers who use and enjoy its products speaks volumes to governmental policymakers at a time when the right to enjoy and modify vehicles is under threat.

“We as an association need to step out of the background, step up to the podium, and take a bigger charge in leading this. Politically, SEMA needs to be bolder and act more decisively, with more conviction,” he said.

The SEMA Week concept also aligns with a trend reshaping the trade-show industry at large. “This is a natural evolution of the many live activations and performance demonstrations we’ve been creating for years now,” said Gattuso. “We’re going to leverage a decade of planning and events into what the trade-show industry has labeled ‘festivalization.’ The great thing about creating a festival-type experience is it turns enthusiasts into evangelists. It can also turn car-curious people into enthusiasts.”

“During the pandemic our industry’s pathway from manufacturers or service providers to end-user enthusiasts became more direct than ever,” added Gattuso. “With SEMA Week we’re building on that connectivity to help the end-user understand our industry’s latest trends, innovations and products and speed up the timeframe to consumer adoption.”

Although SEMA Week will be open to the general public at other Las Vegas venues, the flagship SEMA Show at the Las Vegas Convention Center will continue as the industry’s premier trade-only event Tuesday through Thursday of SEMA Week.

SEMA Week will also include a SEMA Auction featuring some of the best builds from the Show, plus many more amazing vehicles to headline the festivities. As an association, SEMA will continue to expand and refine SEMA Week, adding new events and activities throughout the city of Las Vegas each year. The city is fast becoming a hub for car culture, Gattuso observed, and SEMA plans to fuel and build on that phenomenon.

“Our commitment to growing and maintaining our industry’s B2B connections hasn’t changed,” emphasized Gattuso. “SEMA Week adds a new opportunity to deliver our core industry audience the best automotive event that they’ve ever been to while introducing a whole new realm of people into what our industry does.”

Perhaps SEMA Chairman James Lawrence best summed up SEMA Week’s potential during his Industry Awards Banquet announcement: “It’s going to be everything you love about SEMA, and so much more,” he said. “We believe, within a few years, it’s going to make SEMA Week the can’t-miss automotive event in the world.”

In coming months, additional details regarding the 2023 SEMA Show, SEMA Week, and SEMA Fest will be announced through multiple SEMA communications channels, including this magazine, SEMA News digital and social media.

 SEMA News—January 2023

EVENTS

The SEMA Show’s New Products Showcase Introduces the Industry’s Hottest Innovations

New Product Award Winners See Global Exposure

By SEMA News Editors

The 2022 Showcase featured nearly 2,000 products across multiple categories, including the freshly added advanced driver assistance systems (ADAS) and vehicle electrification categories. Literally hundreds of industry brands participated, with everything from street performance and racing to off-roading, mobile electronics, and interior and exterior offerings on full display.

In addition, all the new product entries were eligible for the SEMA New Product Awards, selected by a panel of automotive industry professionals. With a winner and two runners-up chosen from each category, the results were announced at the SEMA Show Kickoff Breakfast just prior to the Show’s opening. SEMA News is pleased to present the following best new products from the 2022 SEMA Show, as chosen by the Showcase judges.

ALLDATA ADAS Quick Reference, ALLDATA

Advanced Driver Assistance System (ADAS) Product

• Winner: ALLDATA ADAS Quick Reference, ALLDATA
• Runner Up: Hands-On ADAS Calibration Training, I-CAR
• Runner Up: Test Drive CoPilot, Opus IVS

Test Drive CoPilot, Opus IV

Collision Repair & Refinish Product

• Winner: Test Drive CoPilot, Opus IVS
• Runner Up: 3M RepairStack Performance Solutions, 3M
• Runner Up: Fast Puller by GUNIWHEEL, GUNIWHEEL

Active Performance Sound, Borla Performance

Electric Vehicle Product

• Winner: Active Performance Sound, Borla Performance
• Runner Up: APP EV Systems Battery Conversion Kit, APP EV Systems

Engineered New Product

• Winner: Pneumatic StraightGate50 Butterfly Style External Wastegate, Turbosmart
• Runner Up: Fuel tank laser sensor/sender, International Industry LLC
• Runner Up: ORANGETOP HYPERCORE Lithium, OPTIMA Batteries

Angled Front Fender Flare for Bronco, TRAILFX

Exterior Accessory Product

• Winner: Angled Front Fender Flare for Bronco, TRAILFX
• Runner Up: Armor Box, Hammerhead Armor
• Runner Up: Classic Ski Rack, SeaSucker

The Legend Mirror DVR Power Switch System, Acumen Robot Intelligence

Interior Accessory Product

• Winner: The Legend Mirror DVR Power Switch System, Acumen Robot Intelligence
• Runner Up: RFX-55C-PU 1955-59 Chevy Truck Grafix Series Gauge System, Dakota Digital
• Runner Up: TYPE S Formula DRIFT Pro Series Ultra-Slim Smart LED Trim Kit, Horizon Brands

Bed Mat Counter Display, Dee Zee

Merchandising Display

• Winner: Bed Mat Counter Display, Dee Zee
• Runner Up: Dee Zee Totem Displays, Dee Zee
• Runner Up: M1 POWERED DISPLAY STAND, Mach Built

Mobile Electronics Product

• Winner: SRK-JK11H, AudioControl
• Runner Up: Ford Bronco Rear Speaker Pods, Metra Electronics Corp.
• Runner Up: LPHFD31, AudioControl

Off-Road/4-Wheel Drive Product

• Winner: Jeep JL, JT & JK Adjustable Front Bump Stop Kit, RockJock 4x4 by John Currie
• Runner Up: Integrated Aero Windshield LED Light Bar System for 2021+ Ford Bronco by ORACLE Lighting, ORACLE Lighting
• Runner Up: KIT175 - Ford Extreme Duty Tie Rod and Drag Link Assembly Fits 2017-2022 F-250/F-350 Super Duty, Apex Chassis

Packaging Design

• Winner: Bubba Off-Road Truck Recovery Gear Set, Bubba Off-Road Recovery Gear
• Runner Up: J-Mount, BOLT Lock
• Runner Up: TYPE S Formula DRIFT Pro Series Exterior Smart Lighting Kit, Horizon Brands

All New "OPR" Turbocharger Oil Pressure Regulator, Turbosmart

Performance-Racing Product

• Winner: All New "OPR" Turbocharger Oil Pressure Regulator, Turbosmart
• Runner Up: PETERSON FLUID SYSTEMS R4 OIL PUMP W/REAR ACCESSORY DRIVE & FRONT PROCHARGER SHAFT, Specialty Products Company/SPC Performance
• Runner Up: Smart Canards, Victor Racing, Inc.

Performance-Street Product

• Winner: Antigravity Batteries "RE-START" Lithium Starter Battery, Antigravity Lithium Batteries
• Runner Up: Hypertech REACT Throttle Optimizer, HYPERTECH
• Runner Up: TractionMAX, JMS Chip & Performance

MLX-9000 Series Motorcycle Gauge, Dakota Digital

Powersports Product

• Winner: MLX-9000 Series Motorcycle Gauge, Dakota Digital
• Runner Up: Belt Temperature Sensor for Polaris/Can-Am, Dynojet Research Inc.
• Runner Up: Hypertech Spectrum Power Programmer for Polaris, HYPERTECH

Custom Microsteer Integrated Column Program, Flaming River Industries Inc.

Street Rod/Custom Car Product

• Winner: Custom Microsteer Integrated Column Program, Flaming River Industries Inc.
• Runner Up: Gen 5 Super Magnum heat/cool/defrost system, Vintage Air Inc.
• Runner Up: RTX-33F-X 1933-34 Ford Car Retrotech Series Gauge System, Dakota Digital

VICTRA SPORT EV, Maxxis Tire

Tire and Related Product

• Winner: VICTRA SPORT EV, Maxxis Tire
• Runner Up: Mastercraft Courser Trail HD, Cooper Tire & Rubber Co.
• Runner Up: Open Country R/T Trail, Toyo Tire U.S.A. Corp.

The 92110-SGX Surface Grinder, Burr King Manufacturing Co., Inc.

Tools & Equipment Product

• Winner: The 92110-SGX Surface Grinder, Burr King Manufacturing Co., Inc.
• Runner Up: Vyper Creeper, Vyper Industrial
• Runner Up: Buddy Load Binder Attachment, Buddy Load Binder Attachment

Monkey Bars (Ridge Ready), SeaSucker

Van/Pickup/Sport-Utility Product

• Winner: Monkey Bars (Ridge Ready), SeaSucker
• Runner Up: Antigravity Batteries "RE-START" Lithium Starter Battery, Antigravity Lithium Batteries
• Runner Up: Smartop Platform Truck Bed cover, Smartop

Wheel and Related Product

• Winner: MMX Forged Wheel, MMX Wheels
• Runner Up: ICON ALLOYS 17" REBOUND SLX, ICON Vehicle Dynamics
• Runner Up: Lynx Trail Gunner Wheel for Bronco, Quadratec

SEMA News—January 2023

EVENTS

The 2022 SEMA New Vehicle Awards

Recognizing the Most Customizable New Platforms For The Coming Year

Compiled by SEMA News Staff

SEMA Vehicle of the Year award winners celebrate at the 2022 SEMA Show Monday Reveal. Pictured from left to right: SEMA Board Chair-Elect Kyle Fickler; SEMA Chairman of the Board James Lawrence; SEMA President and CEO Mike Spagnola; Robert Gal on behalf of Senior Vice President, Product Marketing & Strategy for Volkswagen Group of America Hein Schafer; Group Vice President Toyota Marketing Lisa Materazzo; Vice President Dodge Brand Product Tom Sacoman; Head of Mopar Marketing, North America Heidi Hughes; and Vice President, RAM and Mopar Design Mark Trostle.

Each year prior to the SEMA Show, exhibitors are polled on the new vehicles that, in their judgment, represent the best opportunities for accessorization via the aftermarket for the coming year. Vehicles are chosen in six distinct classes—including a brand-new class for 2022, EV of the Year—and the winners are announced ahead of the start of the Show. This year’s announcement was made on Monday, October 31, on the eve of the 2022 Show. The winners are listed at right.

“The SEMA Award recognizes the hottest new vehicles on the market that offer the greatest opportunities for customization,” said Warren Kosikov, SEMA vice president of sales. “SEMA Award-winning vehicles are setting worldwide trends in the automotive enthusiast industry. The 2022 SEMA Show had on display many of the SEMA Award-winning vehicles, each customized in its unique way.”

What follows on these pages is a sampling of the winning vehicles that exhibited at the 2022 SEMA Show.

SEMA Car of the Year:

• Dodge Challenger

SEMA Fullsize Truck of the Year:

• RAM

SEMA 4x4/SUV of the Year:

• Jeep Wrangler

SEMA Midsize Truck of the Year:

• Jeep Gladiator

SEMA Sport Compact of the Year:

• Toyota GR86

SEMA EV of the Year:

• Volkswagen ID.4

Car of The Year: Dodge Challenger

On its farewell tour, the “Last Call” Dodge Challenger—and its stablemate Charger—made a splash appearance at the 2022 SEMA Show in ScatPack “Swinger” trim, recalling the musclecar’s glory years of the late ’60s through the early ’70s. The limited-edition (1,000 units only) Challenger gets its own unique grille badging, painted Shaker intake, spoiler and “345” fender badges, 20x11 Gold School wheels with black six-piston Brembo brakes, Mod Grain interior with aluminum bezel textures, Nappa/Alcantara seating with green stitching and green Dodge Rhombi logo, retro Swinger rear fender graphics, and Sublime Green exterior paint.

Fullsize Truck of The Year: Ram

The SEMA Fullsize Truck of the Year, RAM made multiple appearances the at the 2022 Show, including the TRX Gold Shot concept seen here. Designed for backcountry adventure, this Mopar-built, 700hp TRX rides on a set of 37-in. BFGoodrich tires mounted to 18x9.5 Black Rhino Camber wheels. Custom-etched skid plates are said to improve approach angle, and a set of Mopar rock rails provides additional armor proofing. A retractable bed step enhances bed access, and the Ram-Bar behind the cab holds a pair of TYRI concept lights. Inside, black Capri leather seats with Alcantara suede inner bolsters are accented by gold stitching, and vinyl flooring taken from a 1500 Tradesman makes cleanup easier after a day in the dirt.

Midsize Truck of The Year: Jeep Gladiator

The SEMA Midsize Truck of the Year, the Jeep Gladiator has made a splash in the overlanding space that was once the province of midsize Toyotas, and this Rubicon model located in the Overland Experience exhibit has many fine attributes. An Armadillo 23Zero aluminum hard-shell tent features polyurethane coating to keep inside occupants cool on hot summer days. ARB bumpers provide stoutness and strength, a Warn Zeon 10S 10,000lb. winch aids with extractions, and the Factor 55 Ultrahook stores up against the fairlead for added safety. Rolling stock comprises a set of Nitto tires on black beadlocked rims.

Sport Utility of The Year: Jeep Wrangler

Among the most commonly seen vehicles at the 2022 SEMA Show, the Wrangler JL has been a hit with consumers and enthusiasts alike since its introduction in 2017, and this Magneto 2.0 concept Wrangler points a possible way to the future of the brand. All electric, the Magneto 2.0 uses 800-volt battery packs to power a custom axial flux electric motor which is said to produce an estimated 625 hp, 850 lb.-ft. of torque, and a 0–60 time of only 2.0 sec. To accommodate the electric drive system, Jeep stretched the wheelbase 12 in. The six-speed transmission was retained, as was the Rock-Trac transfer case, but beefier Dynatrac axles—a lockered 60 Pro-Rock in front and a lockered Pro-Rock 80 rear—help handle the higher torque loads. A 3-in. lift clears rooms for a set of 40-in. tires.

Sport Compact of The Year: Toyota GR86

The SEMA award-winning Sport Compact Car, the GR86 has been an instant hit in multiple racing circuits, as this “Daily Drifter” proves. Built by SEMA 2022 Influencer of the Year Larry Chen, the Toyota utilizes an HKS GT2 Supercharger Pro ZD8 kit and a MagnaFlow NEO Series cat-back performance exhaust to produce some 300 hp. Power flows from a six-speed manual to an OS Giken Super Lock 1.5-way differential, and a StopTech Big Brake kit brings the ride to a halt. The drifter rides on an ST XTA Plus 3 coilover suspension that incorporates SPL Parts adjustable control arms, adjustable sway bar links, and a GK Tech steering angle kit. Inside, a Sparco EVO QRT racing seat with six-point harness and a Studio RSR four-point roll cage protect driver and passenger, and a Vivid Racing VR Bespoke steering wheel points the GR in the desired direction.

EV of The Year: Volkswagen ID.4

SEMA’s first-ever EV of the Year, the Volkswagen ID.4 made its SEMA Show debut last November. Despite its playful external appearance, this ID was designed to endure some serious off-roading. Built by Tanner Foust and Rhys Millen and piloted by Mercedes Lilienthal, this colorful specimen successfully completed the 2021 Rebelle Rally, traversing 1,400 off-pavement miles over three weeks across the California and Nevada deserts. Excess weight kills battery range, so modifications were limited to some new suspension components, tubular control arms, custom skid plates and battery protection, and a few other items required for a driving expedition. The AWD ID.4 EV utilizes a 107hp front motor and a 201hp permanent magnet rear motor, with a combined 339 lb.-ft. of torque, so despite its mild appearance, the ID.4 has plenty of power.

Toyota Tacoma

A runner-up for SEMA’s Midsize Truck of the Year award, Tacomas have long been a preferred platform for overlanders, as this example at the Redarc booth demonstrates. An ICON add-a-leaf suspension kit and Daystar rear airbags clear room in the wheelwells for a set of 265/75R16 Falken Wildpeak AT3s. A Warn V10 winch works in tandem with a Factor 55 fairlead and FlatLink Expert shackle mount to aid in extraction. An ARB Essentials recovery kit and dual air compressor are both on board for additional duties. For camp chores, an AluCab Gen 3.1 Expedition rooftop tent and Shadow awning provide shelter. A Front Runner roof rack affords additional storage, and a CBI Covert front bumper and 30-in. Rigid light bar provide protection and illumination. And, of course, a slew of Redarc products are aboard to improve electrical functions.

Wrangler/Gladiator Hybrid

Both Jeeps were 2022 award winners in their respective categories, and this unique version from Quadratec combines elements of both vehicles. A gas-electric PHEV, the Greg Henderson-built “JTe” began its life as a ’22 Jeep Wrangler 4Xe Rubicon, which underwent a chop behind the front doors with a Gladiator truck bed and Mopar body replacement panels added to the back. The Jeep rides on a Lynx 2.5-in. suspension with adjustable control arms and Steer Smarts steering components. Bronze 17-in. Lynx TrailGunner wheels and 37-in. Nitto Recon Grappler tires provide traction, and Carnivore front and rear bumpers offer protection. A Lost Canyon bed rack and rooftop tent have been installed, as have Rotopax water containers. Quadratec’s J5 50-in. LED lightbar features ORACLE Lighting flush-mounted LED units.

Toyota Tundra

SEMA Full-Size Truck of the Year runner-up, the Toyota Tundra made a strong showing at the 2022 SEMA Show with a number of intriguing concepts, including the off-grid-oriented Trailhunter prototype shown here, which is slated to see limited production starting in 2023. Toyota was vague on specs at the SEMA Show, but the company did reveal that each Trailhunter will come equipped with custom badging and graphics, its own dedicated suspension kit, and accessories including skid plating, roof rack, bumpers, lighting, refrigerator and a rooftop tent all engineered for the overlander.

Nissan Z

Car of the Year runner-up, Nissan brought its latest NISMO project to the 2022 SEMA Show outfitted with a slew of performance parts that will be available for the production Z in the future. Among these are new LM-RS1 forged wheels, an all-new, ride-height-adjustable coilover suspension, and a big-brake kit comprising six-piston front and four-piston rear brake calipers. Under the hood, a new cold air intake and a performance heat exchanger will help optimize performance on the track, and a number of dress-up items are also offered for the Z, including a GT titanium shift knob, carbon-fiber side-mirror housings and carbon-fiber steering wheel trim.

SEMA News—January 2023

MARKET RESEARCH SNAPSHOT

The State of the Specialty-Equipment Industry

By SEMA Market Research

More than 90% of companies are reporting a rise in supplier and production costs, but demand and revenue remain strong. Companies are passing these costs to customers.

The specialty-equipment industry saw record-high sales over the past two years, as consumers continued to work on their vehicles during the pandemic. Although this record growth is beginning to level off and subside, sales remain solid and above pre-pandemic levels. The industry is also optimistic for the future. Despite ongoing economic uncertainty, supply-chain issues and rising costs, most companies within the industry expect sales, revenue and demand to stay the same or grow in 2023.

The record-high growth seen over the past two years is leveling off or subsiding for businesses. However, sales remain solid and above pre-pandemic levels.

Companies remain optimistic for the near future, with most companies expecting sales to stay the same or grow in 2023.

 

To learn more, download the new “2022 SEMA Market Report” today at www.sema.org/research.

 

SEMA News—January 2023

BUSINESS

Industry Market Trends, Sector by Sector

SEMA Council and Network Leaders Share Their Insights Into What Lies Ahead in 2023 (Part II)

By Mike Imlay

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.

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.

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.

This article is the second in a two-part series in which SEMA News queried the leaders of each SEMA council and network for a SWOT analysis of their industry segments. We also asked about council and network initiatives targeting their industry segments. (The first part appeared in our December 2022 issue.) What follows are insights into the hot-rod, performance motorsports and truck and off-roading categories, as well as trends relating to emerging technologies. The statements below are edited for clarity and conciseness.

Emergent Tech and Product-Development Trends

Kelleigh Ash
Select Committee Member,
Emerging Trends & Technologies Network (ETTN)

Our industry has experienced rapid innovation and development over the past year. Going into 2023 those trends will only continue their increase in velocity. We’ve witnessed unprecedented advances in such key areas as autonomous driving; electric and hybrid vehicles; artificial intelligence; revolutionary and improved biofuels; new and advanced safety features; the most efficient and powerful internal combustion engines (ICEs) ever produced; an increase in availability and choices for sustainable materials; and more.

The aftermarket has the unique distinction of being the ground floor for these exciting new and emerging technology opportunities—and the challenge of keeping up with it all while navigating the ever-evolving regulations that accompany them. ETTN is here to serve our industry’s engineering and product-development professionals by providing resources and solutions to address these emerging vehicle trends and technologies.

One of our larger initiatives—the ETTN Networking, Education, Resources and Development (N.E.R.D.) Symposium—was launched in 2022. The symposium is designed to benefit small, medium and large SEMA-member companies by connecting their engineers with service providers in one-to-one meetings—allowing them to attend in-depth education sessions led by industry experts, providing networking opportunities with other engineers with similar needs, and addressing shared topics of challenge and concern. Make sure to watch for the 2023 N.E.R.D. Symposium!

Trends in the Hot-Rod Market

Amy Fitzgerald
Select Committee Member,
Hot Rod Industry Alliance (HRIA)

Hot rods continue to be staples of the aftermarket industry. The most positive market trend that we have seen is more vehicles on the road. Enthusiasts are participating in more cruises and driving to events, as opposed to simply hauling trailer queens. This has meant a positive influx in the need for restoration parts and upgrade components. A drivable vehicle is a much different beast than the trailer queen.

As for current challenges, like the rest of the segments in the automotive industry, our member companies are struggling with raw-material availability, shipping delays, and employee-retention issues—not to mention finding employees, period.

The hot-rod segment is always evolving. As a younger generation becomes more involved in the industry, we are finding they are modifying and “hot rodding” a totally different kind of vehicle than what we were 20–30, or even 5–10, years ago. The availability of modern upgrades and components has changed the definition of “hot rod” to encompass a much wider range of vehicle years and styles.

We are hoping to present some education events in which members can learn from industry peers about what has and hasn’t worked in their businesses. We are asking membership to let us know what they want to discuss and learn about. This will allow the HRIA select committee to address the issues, questions and problems the membership is seeking guidance on.

“We are Hot Rod!” HRIA is an incredible group of small businesses with the same goal. We all want to keep pushing the limits to go faster, look cooler and produce amazing parts and products to keep the aftermarket going and see our hobby continue for generations to come.

HRIA is dedicated to assisting our membership with resources for daily operations as well as long-term planning and everything in between. HRIA is a community that works together to help each other grow each of our businesses. We are each other’s best resource for business success.

Motorsports and Performance Parts Trends

Melissa Scoles
Chair, Motorsports Parts Manufacturers Council (MPMC)

Racing is being enjoyed by more and more individuals, and it’s fun to see younger generations becoming more engaged. With many people renewing their focus on hobbies, and more automotive conversations due to the electric-vehicle (EV) evolution, there seems to be a renewed energy around motorsports. We’re hopeful that these positive activities and reactions will overcome any setbacks from the economy.

Passing the RPM Act would increase our segment’s opportunities. The EPA is taking a stance against many in the motorsports industry, and it’s important that we stand together to keep our industry strong.

A plethora of changes in vehicle technologies is creating opportunities for new and existing motorsports manufacturers to create new products and solutions for racers and enthusiasts. For example, EVs have a lot of performance potential. We can see a future where the hot rodders and racers of tomorrow are upgrading their EVs with more power and larger battery packs to make their economy cars fast—just like past generations did with motor swaps and power adders! The new technology will be a challenge, but that’s part of the excitement of pushing forward.

MPMC is best known for the Media Trade Conference held each year in January. This conference provides the opportunity for motorsports parts manufacturers to meet individually with different media partners to discuss a variety of topics, including the changing motorsports and aftermarket environments, new-vehicle technologies, challenges and more. Additionally, we provide several learning opportunities throughout the year dedicated to helping motorsports parts manufacturers. We’re also working to create more meaningful networking opportunities so that, as manufacturers, we can work with and learn from each other in our evolving markets.

Our segment of the automotive aftermarket is full of innovative and passionate people and companies. They are fantastic problem-solvers. These are the companies and people who can be ideal partners for products from design to release, and any step in between, if you’re looking for partners.

SEMA is a very powerful association that has thousands of members with countless ideas of where to focus the association’s attention. The MPMC is a voice to ensure that your best interests are represented to SEMA leadership. The MPMC is led by industry professionals who are continually donating their time and efforts to deliver information, events and opportunities that benefit you and your business. We welcome you to visit www.sema.org/mpmc for more information, to join MPMC or to contact us directly.

Truck and Off-Roading Issues and Trends

Troy Wirtz
Chair, Truck & Off-Road Alliance (TORA)

The Truck & Off-Road Alliance’s mission statement is “to serve, engage and unite the truck and off-road community through networking, education and outreach initiatives to provide value and help our members succeed.” The TORA select committee meets on a regular basis, and we are always working toward adding value to our members. We are an excellent voice within the SEMA association for sharing issues you may have in your business. Our goal is to help industry folks thrive in the ever-challenging
marketplace.

The off-road community is currently facing—and will continue to face—challenges focused on regulatory issues. There are groups that want to close trails, as they perceive damage is taking place by off-roaders. Land abuse from vehicles and trash are the main concerns. TORA realizes that keeping our trails open is a top priority as this impacts so many people throughout the industry. We are partnering with organizations like the Off Road Business Association (ORBA) and Tread Lightly! to unify our approach promoting healthy land-use awareness. Many people are unaware of the efforts SEMA and its councils put forth promoting and supporting our industry. SEMA has staff at our nation’s capital focusing year-round on our industry needs.

The TORA council generally holds six regional events per year as a “thank you” to our members. These events are held in conjunction with other industry and enthusiast events. In the past we have held these at King of the Hammers, Easter Jeep Safari and the Keystone Big Show. If you haven’t attended one yet, you really need to! It’s a great place to network with other people in the industry and discuss what is new and exciting.

Every year at the SEMA Show, TORA also holds a happy hour and reception. We also place six to 10 featured vehicles to represent the various parts of our off-road and truck segment. I would encourage members to submit their builds early for 2023 since it is becoming more and more competitive to get your ride featured.

If you’re not a TORA member yet, I would strongly suggest you sign up soon to get the latest notifications and stay up-to-date in our industry.

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 Ashley Reyes

SEMA is accepting nominations for the MPMC Robert E. Petersen Media Award, now through January 2, 2023.

Presented by the SEMA Motorsports Parts Manufacturers Council (MPMC), the award honors a member of the print, online or broadcast media who has made a substantial contribution to the industry within the past year and maintains an ongoing record of service and support to the motorsports industry.

“Our industry thrives on innovation and passion for motorsports. Telling the stories behind these events, vehicles, owners and drivers is increasingly important”, said MPMC Chair Melissa Scoles. “We’re excited to recognize those integral in this process and encourage our industry members to nominate their favorite storyteller.”

To be considered for the award, the nominee must be an automotive or motorsports journalist with work published in print or online and must actively support the motorsports industry with positive content.

The winner will be announced and recognized during the MPMC reception at the 2023 Media Trade Conference, which takes place January 24–26 at the Embassy Suites in Anaheim, California.

Submit your nomination today.

By Ashley Reyes

Since 2018, the SEMA Businesswomen’s Network (SBN) has raised awareness of successful women in the automotive aftermarket through its ‘She Is SEMA’ campaign. Every month features a new and exciting feature spotlighting what these women do, how they landed their careers and how they continue to thrive in a male-dominated industry.

This month’s She Is SEMA spotlight is raising awareness of the 11 women who led the SBN All-Female Bronco Build to success. Coming from various industry careers, these women put in countless hours of organizing and planning to ensure each of the 127 total SBN build volunteers had a hand in the build.  

Read about each SBN build lead below to learn about who ‘She Is’:

SBN Build Leads

Cathy Clark

Clark is the president of Bob Cook Sales, SBN chair and a 14-year veteran of the automotive aftermarket industry.
 

Sara Morosan

Morosan is the SBN chair-elect, president of BAJA Forged and SEMA’s 2021 Person of the Year. Raised in an automotive family, Morosan has been building cars since she was 13 years old and currently volunteers with several SEMA committees and initiatives including SBN, SEMA Cares, TORA and SEMA Education.

Build Week Leads

Jennifer Petraitis

Petraitis is employed at Driven Lighting Group. Petraitis takes pride working in the automotive aftermarket, focused on being the best in automotive lighting. When she is not at work or home, you can find her at the dragstrip with a camera or lending a hand helping a radial tire car.

Kathryn Reinhardt

Reinhardt is the senior vice president of marketing and events at Hemmings, a SEMA Board member and an automotive industry veteran with a passion for marketing aftermarket parts. Reinhardt’s dedication to the automotive aftermarket includes memberships with SBN, TORA, FLN and SEMA Cares.

Parts and Sponsorship Leads

Cora Jokinen

Jokinen is the president of Toq-Masters Industries Inc. With a design, engineering and project management background, Jokinen offers consulting services for business strategy, marketing and branding in the automotive and offroad industry.

Rebeca Olavarrieta

Olavarrieta is the CEO of Roxo 4x4. Olavarrieta got involved in the automotive industry when she was 16 years old by racing 1/4-mile with her supercharged Mustang Cobra. Her company is now present in Miami, Honduras and Spain, but even her busy business schedule can’t keep her off the wheel, as she has also competed in international off-road events in Venezuela, Honduras, Panama and Germany representing her business.

Events Leads

Tiffanie Hartenstein

Hartenstein is the CEO of Oracle Lighting. Hartenstein’s approach to business includes a heavy importance on culture and people. She enjoys infusing fun into the workplace while providing new and exciting products into the industry.
 
Aliceje Keyburn

Keyburn is a senior graphic designer at Race Winning Brands. She has been involved in the powersports and automotive industry for almost 10 years and has been a passionate fan all her life. Uniting her passion for creativity with her love for powersports and automotive is her dream come true.

Marketing Leads
 

Charlene Bower

Bower is the owner of Bower Motorsports Media. Bower has worked in the off-road industry for more than 27 years between multi-line motorcycle dealerships, the magazine industry, offroad education and event and media management. Her most recent project is Ladies Offroad Network that offers education for women in the off-road space.
 
Mandee Bradshaw

Bradshaw is senior marketing manager for Aftermarket for Vehlo. She has spent most of her career in the automotive industry and is focused on helping shop owners get access to the technology and knowledge they need to obtain success.
 
Beth Brennan

Brennan is the general manager of TREAD Agency, a part of Kahn Media. Brennan has a brand marketing background and has worked in outdoor and aftermarket automotive industries. She has been involved with SEMA for more than five years and volunteers for the SBN select committee.

Volunteer Leads
 

Haley Keelin

Keelin is in social sales at Driven Lighting Group. Keelin is passionate about all things automotive and started her career young as her father's professional flashlight holder. She now works with the largest brands in automotive lighting and focuses on bringing the best products available to the industry.
 
Melissa Parker-Boudreaux

Parker-Boudreaux is a national sales manager at ORACLE Lighting. She recently celebrated 11 years with ORACLE Lighting, where she rose through administration and sales to land the position she has today. She oversees a dynamic sales and customer service team and creates relationships with distribution accounts.

Project Manager
 

Sherry Kollien

Kollien is a program manager at Motor City Solutions. Prior to her current role, Kollien worked at Ford Motor Company for 30 years where she worked in the Dyno Lab performing powertrain testing and managed the SEMA Project Vehicle program and Ford/SEMA Tech transfer program. Kollien has served on the SBN and TORA select committees.

To learn more about the SBN All-Female Bronco Build, and to view a list of all 127 volunteers, visit www.sema.org/sbn-build.

 By Douglas McColloch

Mike and Jim Ring of Spring Green, Wisconsin, garnered top honors at the ninth annual SEMA Battle of the Builders Presented by Mothers Polishes competition at the 2022 SEMA Show, held November 1–4 in Las Vegas. The announcement was made at the start of SEMA Ignited, the official SEMA Show after-party designed to celebrate the builders and showcase products from the trade-only Show.

The Ringbrothers celebrated their win at 2022 Battle of the Builders Presented by Mothers Polishes.

The four class winners of this year’s competition will be highlighted along with other featured builders in a new TV special, “SEMA: Battle of the Builders, Presented by Mothers High Performance Car Care” scheduled to debut on A+E Networks’ FYI and History’s Drive block Saturday, January 28, at 9:00 a.m. (EST). Check your local station listings for additional broadcast details.

For 2022, the Battle of the Builders competition was fine-tuned to reflect changes in the customization space and to encourage greater diversity in the field of entrants. The Hot Rod category was modified to include street trucks for the first time, and the Truck/Off-Road category was altered to Four-Wheel Drive/Off-Road. The Sport-Compact category was expanded to include Import Performance, Luxury and Exotic vehicles, and the age limit for the The Young Guns competition was bumped up from 27 to 29 years old.

A panel of industry experts assessed all the entrants and narrowed down the field of more than 200 entries to a Top 40 (10 in each category) before selecting the top 12 builds overall.

The top 12 finalists are listed in the sidebar to the right.

BOTB finalists’ vehicles were on display throughout SEMA Show week inside North Hall at the Las Vegas Convention Center.

Top 12 Finalists:

Hot Rod/Hot Rod Truck

• Mike Ring/Ringbrothers–’48 Chevrolet Loadmaster pickup
• Tim Devlin–’34 Chevrolet roadster
• Tyler Nelson–’58 Ford F100

Sport Compact, Import Performance, Luxury and Exotic

• CJ Pullman–’77 Ford Pinto
• Shawn Bassett–’91 Nissan Skyline GT-R
• TJ Russell–’91 Porsche 911 Baja

4-Wheel Drive/Off-Road

• Cody Dabney–’70 Ford F-250
• Greg Ward–’71 Toyota FJ40 Landcruiser
• Jim Ring/Ringbrothers–’72 Chevrolet K5 Blazer

Young Guns

• Austin Phipps–’66 Chevrolet Nova
• Cameron Cocalis–’15 Scion FR-S
• Josh Michels–’66 Chevrolet Corvette

The Top 12 finalists for the 2022 Battle of the Builders prepared to make their presentations on the competition’s concluding day. The competition will be aired on A+E Network’s FYI and History Channel’s Drive block in January 2023.

The 12 finalists themselves then took over judging duties for the competition and named Ringbrothers the overall winner. Besides the Ringbrothers, whose vehicles were both class winners, other notables include TJ Russell, who captured the Sport Compact class with his ’91 Porsche 911 Baja, and 21-year-old Josh Michels, who took the Young Guns category with his ’66 Chevy Corvette.

We’ll have full-length features on each of the Top 12 BOTB finalists in the March issue of SEMA News.

For more information about the 2022 competition or the SEMA Young Guns program, visit www.sema.org/botb, www.semayoungguns.com or SEMA’s YouTube channel.

NHRA and JEGS Partner on Long-Term Extension, JEGS Allstars to Take Place at Texas NHRA Fallnationals at Texas Motorplex

NHRA officials have announced that JEGS will continue as a partner of NHRA as part of a multi-year extension. The long-term partnership includes the continuation of the longtime JEGS Allstars and JEGS SPORTSnationals, two events for racers on the NHRA Lucas Oil Drag Racing Series circuit. It was also announced that the JEGS Allstars will move to the Texas Motorplex for the first time as part of the track’s Stampede for Speed and the Texas NHRA FallNationals, October 12–15 in Dallas. The JEGS SPORTSnationals will again take place at National Trail Raceway in Columbus on July 12–13.

Ralph Sheheen Among Inductees for 2023 National Sprint Car Hall of Fame

The National Sprint Car Hall of Fame has announced its 2023 inductees, who will be honored on Saturday, June 3, for the 33rd induction ceremonies in Knoxville, Iowa. Among the names is SPEED SPORT’s Ralph Sheheen, who also serves as the host of PRI’s Grand Opening Breakfast.

Ken Hamilton, Chad Kemenah, Cory Kruseman, Bobby Marshall, and Joey Saldana have been selected in the Drivers category. Johnny Capels, Paul Hazen, and Tommy Sanders have been selected in the Owners-Mechanics-Builders-Manufacturers-Car Builders category. Sheheen, Max Dolder, Alan Kreitzer, and Johnny Vance will be inducted into the Promoters-Officials-Media Members-Event/Series Sponsors category. The only inductee in the Pre-1970 category is Joie Ray, a decorated 17-year career driver.

For the inductees' biographies, visit the announcement here. For more information, visit sprintcarhof.com.

Eldora to Host Richest Sprint Car Race in History With ‘Eldora Million’

Tony Stewart—famed motorsports driver and track owner of Eldora Speedway in Rossburg, Ohio—has announced the half-mile dirt oval will host its third version of the “Eldora Million” on July 12–13. The unsanctioned event, which features a winner’s purse of $1,002,023 from a total purse of $1.4 million, is a cooperative effort with the speedway’s official livestream partner, FloSports. Combined with the $175,000-to-win 40th Kings Royal that takes place July 14–15, following the Eldora Million, overall posted prize money for the four-day stretch will exceed $2 million.

Eldora Speedway is known for its mammoth payouts for its mega-events. While it’s the first sprint car race to pay seven figures, it will become the 17th sprint car race at Eldora to pay at least six figures (12 Historical Big Ones, 3 King Royals, 1 Mopar Million). It will be the 48th overall race at Eldora to pay at least six figures when including late-model events.

For more racing news, visit Performance Racing Industry’s (PRI) website.