Giovanna Wheels’ Diko Sulahian Reveals Five SEMA Show Promotional Strategies

By Michael Imlay

For nearly two decades, WTW founder and owner Diko Sulahian has wowed attendees at the annual SEMA Show, making his booth a must-see destination in the hugely popular Wheels & Accessories section. Perhaps best known for his high-end Giovanna Wheel line, Sulahian started virtually from scratch at his first Show. However, he quickly learned the ins and outs of successful booth promotion—skills that he’s eager to share with other SEMA members.

Sulahian has always had a knack for shows and events. Raised in Beirut, Lebanon, he got his start in business at age seven, assisting in his father’s tire enterprise. Immigrating to Southern California as a teenager, he soon realized that local swap meets offered little in the way of automotive parts, so he went to work filling the gap. His first booth featured mats, seat covers, wiper blades and related accessories.

“From one booth, I ended up getting two booths,” he said. “Then I ended up going to different swap meets. Multiple booths at multiple swap meets at 17 years old. Then I got into displaying wheels.”

He saved enough seed money in just two years to open a brick-and-mortar wheel store and eventually pursue his real passion: wheel design. Sulahian is renowned today for sophisticated wheels that grace luxury and exotic lines from Range Rover to Rolls-Royce and Ferrari. He credits the annual SEMA Show as a factor in his success.

“To me, the keys to business success are relationships, respect that you’ve earned and name recognition,” he said. “That’s kind of the trick to the SEMA Show. The big thing about being there is consistency. It’s not about ‘when things are good, I go to the Show, and when things are bad, I back off for a year.’”

Of course, showing up each year is only the beginning. Sulahian offers five tips for effective Show promotion to build your business:

		WTW Inc. Diko Sulahian, President Corporate HQ: Santa Fe Springs, California Core Business: High-end designer wheels for visually popular, luxury and performance marques, including Aston Martin, Bentley, Ferrari, Porsche and Rolls-Royce. Wheel Brands: Giovanna Wheels, Gianélle Designs, GFG Forged Modular Wheels, Giovanna Forged Wheels, Koko Kuture. Lifestyle Branding: WTW has extended its Giovanna branding to a designer watch series and a bicycle line, with a new beach cruiser to debut at its 2011 SEMA Show booth #45000 in Las Vegas. Publication: G Mag Automotive Culture Website: www.wtwcorp.com Official Blog: blog.wtwcorp.com

Show Your Passion: Sulahian believes that the most successful aftermarket businesses are “personality driven by people with passion.” The key to leveraging the SEMA Show, he said, is to focus on your niche passion. “The problem with a lot of people is everyone wants to be everything to everyone. Niche marketing is the best way to go. Don’t try to come out of the gate, overstretch yourself and hang yourself.” Design a passion-driven booth reflecting the overall style and feel of your brand and then staff that booth with representatives who enthusiastically convey that passion.

Create Advance Buzz: Long before the Show, Sulahian gets busy whetting buyer appetites through photo shoots, web videos, press releases to trade media, event marketing and industry word of mouth. “Now it’s so much easier,” he explained. “You got all this free advertising, such as blog pages and social media, that you can be a member of.” Moreover, he seldom worries about competitors stepping up their game in response.

“It doesn’t hurt me,” he said. “It makes it a little more fun. Competition brings buyers. Buyers are good.”

This year, knowing that time-limited, Show-only offers are a powerful draw, WTW is announcing a unique new “virtual concierge” program. Available exclusively to booth visitors, the innovative concept allows retailers throughout the country to acquire WTW’s in-store virtual concierge marketing tool to promote and sell wheels.

Build an Attraction: Sulahian has created a SEMA Show booth that’s an annual attraction. “People go to the Show to see the Giovanna booth and to see the cars, because they know we always have the hottest, the newest and the latest cars with the best wheels on them,” he said. Sulahian brings cars with wheels sure to inspire amazement, something to make even the most jaded automotive professional say “wow.”

“Marketing is all about that—signage, some sort of a branding presence, something to spark curiosity,” said Sulahian. “I used to completely close off my booth with sheers and a VIP-style entrance with a line. I can tell you I was the only guy with 50, 80 to 100 people standing in line to get into a booth. To get in, you had to scan.” While SEMA Show policy no longer allows such traffic-stopping scenarios in the Show aisles, Sulahian said that you don’t have to be so ceremonious to make your mark. “It’s that ‘wow’ factor,” he explained. “If you have a small booth with just one car, do it right. At least have the best-looking car in that caliber in the Show.”

Focus, Focus, Focus: Remember that you’re at the Show for business. Greet everyone who passes your booth. Invite them in, and give them your full attention. “No matter how busy I am with people standing in line, I’m always outside greeting everyone,” Sulahian said. “A detailer walks by, and I’ll acknowledge him and shake his hand.” Don’t be a star-struck exhibitor who, spotting one of the Show’s many celebrities or VIPs, suddenly drops everything and ignores other customers.

Think Relationships: For Sulahian, business is all about loyalty and relationships, and the SEMA Show is a focal point for building both. Keep in mind, however, that it’s a trade environment. “Too many exhibitors confuse the SEMA Show with a local car show,” he said. “Don’t get the two confused. These are professionals at the SEMA Show, so you have to be professional and you have to treat them professionally.” That includes a friendly but professional look for your booth staff.

Finally, expert Show promotion is also about following through with your business relationships.

“Loyalty is really big when you’re getting started,” Sulahian said. “You have to be honest. If you tell someone you’ll do something, you’d better stick to it. A lot of times, people display at the SEMA Show and don’t do half the things that they say they’re going to do—which is not going to help their business that year—and then they’re going to think, ‘The SEMA Show was no good for me.’ Well, the Show was no good for you because you didn’t do what you said you were going to do.”

Year after year, these promotional strategies have helped Sulahian leverage the SEMA Show to build his brand. Ultimately, he said, “I just try to do what I like to do. I’m in it long-term because I’m passionate about what I do.”

100+ Products to Be Unveiled at the 2011 SEMA Show

The SEMA Show is all about innovation and creativity. For a taste of what’s coming at the 2011 event, check out the more than 100 new products previewed here. During the Show, head to the upper level of South Hall for a look at the Ideas Alive: Featuring the New Products Showcase at the Las Vegas Convention Center, November 1–4, 2011.

Click here to view more than 100 new products debuting at the 2011 SEMA Show in PDF format.

AEM Electronics Booth #24313 According to AEM, the company’s new AQ-1 Data Logger is a vehicle data-acquisition device designed for performance enthusiasts who want dynamic, accurate data-logging capability for less than half of the cost of most other data loggers. Information: www.aemelectronics.com or 310-484-2322.			Ark Corp. Booth #31165 The Arkpak with Time Tracker technology is a unique 12V battery power pack. It incorporates an LCD screen with battery voltage and capacity display. The Arkpak comes complete with a built-in 110-240V 6A smartcharger/battery conditioner, a 200W DC-AC inverter, two accessory ports, an Anderson plug, a manual isolation key and external battery posts. Information: sales@arkcorporation.com or +61-2-9678-9036.			Andersen Hitches Booth #36074 Andersen Hitches introduces its “No-Sway” weight-distribution hitch. The new unit features a motion-dampening system, one-pin removal from tow vehicle, a 25/16-in. ball and a lifetime warranty. Information: www.andersenhitches.com or call 800-635-6106.
Airaid Booth #23729 Airaid introduces a new intake system for the popular ’11 Ford F-150 3.5L EcoBoost. This intake system features the cold-air dam and roto-molded MAF adaptor designed to maximize airflow and offer proper MAF functionality, which allows for increased horsepower and improved overall performance. Information: http://www.airaid.com/ or 888-876-8984.			TheAutoMoto.com Booth #38045 TheAutoMoto.com is proud to introduce the latest addition to its vehicle lineup—the new Electric Delivery Trike. The unit was developed with a 1,500W brush motor that is powered by 48V 38AH batteries. The current top speed is 22 mph, and the vehicle has a range of 40 miles. Information: www.theautomoto.com or 866-939-9033.			Autoequips Tech Booth #11681 Autoequips Tech introduces a new full-vision camera system featuring a 180° bird’s-eye viewing angle. According to the company, the new innovation provides auto-correction for distortion (fish-eye effect) caused by a wide-angle lens. Information: www.psvt.com.cn or +86-755-8601-6313.
Baja Designs Inc. Booth #22486 The Squadron LED light provides 3,600 lumens in a 3x3-in. package. Baja Designs uses the latest-generation Cree LED to provide illumination for any driving style or environment. Information: www.bajadesigns.com or 760-560-2252.			Bubba Rope Booth #30179 Gator-ize is an added-protection option that is applied to the wear points of any size Bubba Rope. According to Bubba Rope, Gator-ize will not only not damage the rope but will actually protect the wear points of your eyes and, ultimately, prolong the life of the Bubba Rope. Information: www.bubbarope.com or 877-499-8494.			AutoWare Technologies Booth #45101 AutoWare Technologies is proud to announce the launch of the new NextWheels Online program featuring MGP caliper covers. NextWheels Online allows users to select a vehicle; modify the color, ride height and window tint; and then preview how different custom wheels and tires will look on the car. With the new “Brake” feature, users can also preview MGP caliper covers in various colors on their vehicles. Information: www.autowaretech.com/ or 877-230-9695.
Blair Equipment Co. Booth #10513 The new Blair Enforcer Spotweld drill removes spot welds on all types of materials, especially Boron and UHSS. The drill has a lower cutter rpm and a manual-feed leverage handle that increases performance. Air power is not consumed to advance the cutter, which dramatically reduces the time required to remove a spot weld. Information: www.blairequipment.com or 810-635-7111.			C.A.R. Products Booth #13065 Precision Cut Compound (P100) is an aggressive, fast-cutting compound designed to remove 1,200-grit or finer sanding scratches. According to C.A.R. Products, it’s effective for removing oxidation, acid rain and other defects on all types of paint. Information: www.carproducts.biz or 800-537-7797.			B&W Trailer Hitches Booth #34071 According to B&W Trailer Hitches, the Defender is unlike any gooseneck trailer coupler on the market today. With unrivaled ease of use and security features built into the coupler, the Defender helps keep property safe and ensures easier towing. Information: www.turnoverball.com/ or 800-248-6564.
Bull-Bond Booth #12681 Bull-Bond proudly introduces its complete line of cleaning and detailing products, including multi-use cleaners, degreasers, car washes and waxes, tire shine-vinyl protectants and more. All products are environmentally friendly and biodegradable and are available in containers ranging from 32-oz. bottles to 55-gal. drums. Information: www.bluebullpr.com or 787-653-4900.			Across USA/Carbonetic Booth #24629 Across Corp./Carbonetic introduces carbon clutch technology with superior heat resistance, great controllability and long life. According to the company, the lighter rotating mass of the Blade disc allows for slick and quick gear shifting while giving a near-OEM feel and light but extremely controllable pedal action. The Blade is suited for street, drift, rallying, drag and circuit driving. Information: www.carbonetic.net or 310-635-3555.			Canton Racing Products Booth #24116 Canton Racing Products introduces its new line of oil pans for the Ford 5.0 Coyote engine. They are available in a front-sump style designed to work with early Ford chassis and a shallow rear-sump style designed specifically for kit cars and other applications seeking added ground clearance. Information: www.cantonracingproducts.com or 203-481-9460.
Cap-Pack Truck Products Booth #34189 The Cap-Pack is a storage system that utilizes the wasted space of a truck cap to organize and secure valuable items. When closed, the storage drawer locks into a sturdy elevated frame that allows the truck bed to be free of clutter and available for large items. Information: www.cap-pack.com  or 262-206-6211.			California Custom Coach Booth #24794 Featuring reproduction Auburn Speedsters, California Custom Coach introduces luxury classic motoring with today’s reliability. Information: www.cccspeedster.com or 972-443-9823.			Carr Booth #33004 These heavy-duty, foldable steps are a large 14x5 in., specifically developed for all 2-in. and 21/2-in. hitch receivers. According to the company, they give safe and easy access to any vehicle with a trailer hitch. Information: www.carr.com or 800-800-1084.
Cargo Ease Booth #38086 According to Cargo Ease, with the addition of the new Cargo Ramp System, the company has made loading and unloading anything faster and easier than ever. Cargo Ease is proud to introduce its new Cargo Ramp—the ultimate loading and unloading system. Information: www.cargo-ease.com or 905-768-2650.			Catalyst Industries Booth #10802 Catalyst Industries introduces a new mobile tie-down clamp. This new clamp is designed to mount to the pinch weld area of pickup bedsides and also to any other area a tie-down mount may be needed, such as front and rear bumpers, wheelwells, etc. Information: www.finalsand.com or 800-667-4068.			Check Corporation Booth #12441 Check Corporation ambient lighting kits use the latest in LED lighting technology. Each LED strip contains four RGB LED lights, each capable of producing a consistent hue of eight different colors with a high- and low-intensity setting for each color. All of this is controlled with the use of one simple switch. Information: www.checkcorp.com or 800-927-6787.
Champion Brands Booth # 21131 According to Champion Brands, Classic Blue Flame performance diesel oil is a hybrid synthetic blend 15W-40 diesel engine oil that combines high-zinc performance additives, superior protection, advanced polymer technology and high TBN, supported by a carrier blend of synthetic and conventional base fluids. Information: www.championbrands.com or 800-821-5693.			Cooper Tire & Rubber Booth #43001 The Cooper Zeon RS3-A is the all-season tire in the ultra-high-performance family. According to the company, this performance tire provides the driver with dynamic handling that inspires confidence and control in all seasons. The RS3-A is available in 35 sizes ranging from 16- to 19-in. rim diameters and carrying a W-speed rating. Information: www.coopertire.com or 419-423-1321.			Extractor Booth #10943 The Extractor was primarily designed as a tool to aid in the removal of auto glass. The Hornet offers the same quality, same power and same dependability as the previous Extractor tools but with an all-new price. Information: www.extractortools.com or 877-628-8837.
Coverking Booth #20903 Protect your vehicle’s rear seats from your pets with Coverking’s new Pet Protector. Install this heavy-duty 1680 polyester, waterproof protector in seconds by attaching it to your headrests. (If headrests are not available, an alternative attachment method is included.) Machine wash on gentle and air dry for long-lasting protection. Information: www.coverking.com or 800-542-3274.			Contur Cabinet Booth #10252 Contur Cabinet will launch a new line of modern European-inspired garage cabinets at the 2011 SEMA Show. Advanced features, such as contoured front panel designs, choice of numerous colors and textures as well as state-of-the-art construction technology, make these all-metal storage cabinets truly exclusive. Information: www.conturcabinet.com or 514-439-3222.			Curt Manufacturing Booth #30035 Curt’s new easy-mount electrical bracket line provides an elegant and simple solution for mounting tow wiring to a vehicle. Easy-mount brackets simply rest over the receiver tube and are tightened with two bolts (provided). Then the tow wiring socket snaps or screws into the bracket. No drilling is required. Information: www.curtmfg.com or 877-CURTMFG.
Delta Kits Booth #32203 Delta Kits has introduced the MobilePro line of professional windshield repair systems along with Infinity 4.1 headlight coating in the company’s ClearPro Plus headlight restoration system. MobilePro windshield repair systems include components with a limited lifetime warranty and an expanded array of accessory tools. Information: www.deltakits.com or 800-548-8332.			Dill Air Controls Products Booth #41207 The Dill Air Controls new 1215 TPMS bundle features 80% sensor coverage, 95% kit coverage plus all the mechanical tools needed to service TPMS. Information: www.dillaircontrols.com or 919-692-2300.			Delcam Booth #10109 Delcam will launch the 2012 version of its FeatureCAM, a feature-based CAM system for faster and easier programming. According to Delcam, the most important improvement for increasing machine productivity comes from further developments in the use of stock models to cover 2-D features, including bosses, sides and slots. Information: www.delcam.com or 877-Delcam-1.

Arkansas Bonded Titles:

SEMA-supported legislation to create a less-expensive bonded title procedure for assembled vehicles was signed into law by Arkansas Governor Mike Beebe. The new procedure calculates the amount of the bond as equal to the value of the vehicle. Prior to the enactment of the new law, all vehicle owners applying for a bonded title had to post a bond of 1.5 times the value of the vehicle. The law also permits assembled vehicles to be bought and sold in inoperable condition. Arkansas defines an assembled vehicle as a vehicle constructed by a collector from parts obtained from a variety of different sources on various occasions.

California Specially Constructed Vehicles:

The California Air Resources Board (CARB) is considering a program that would allow OEM engines from previously certified on-road vehicles to be installed in “Specially Constructed Vehicles” (SCVs). Under the proposal, CARB officials would also create a program for certifying engines that are not from certified vehicles (e.g., crate engines). California defines an SCV as a vehicle that has been built by an individual (rather than a company) from a kit, a combination of new and used parts or a dismantled vehicle that, when reconstructed, does not resemble the original make. In a workshop held to discuss the proposal, CARB officials re-stated that the program would not override current California law that allows for the first 500 SCVs for which registration is sought each year to be inspected at the owner’s option based on the engine model year used or the vehicle model year. In determining the vehicle model year, a referee station compares the vehicle to vehicles of the era that it most closely resembles. The referee then requires only those emissions control systems that are applicable to the established model year. According to CARB, the new program is only intended to make it easier for California enthusiasts to construct and register an SCV that meets California emissions standards when the 500-vehicle limit has been met. The SCV engine package choices would cover ’12 and subsequent model years.

California Scrappage:

California is considering legislation to restrict eligibility for the state’s motor-vehicle scrappage program to the highest polluting vehicles, with priority given to vehicles registered in air basins that are out of compliance with federal air quality standards. The measure is currently pending consideration in the California Senate Transportation Committee. Among other things, the bill recognizes that the state cannot afford to continue operating a wide-open program to scrap older cars, which actually does little to offset emissions.

Colorado Collector Vehicles:

A SEMA-supported bill to reorganize and simplify the various laws dealing with collector cars was approved by the Colorado legislature and signed into law by Governor John Hickenlooper. The Collector Car Council of Colorado, a group that works to promote pro-hobby legislation in the state, supported the consolidation. Reorganizing the statutes into one location in the code will help the Department of Revenue, law enforcement, county clerks and enthusiasts more easily locate and apply state law governing the titling and registration of collector vehicles.

Connecticut Antique Vehicles:

Legislation that threatened to increase the age requirement for vehicles eligible for registration as “antique, rare or special-interest motor vehicles” died when the Connecticut Legislature adjourned for the year. Opposed by SEMA, the bill had been approved in committee and amended to increase the age requirement for registration as an antique to 30 years old and increase the tax assessment amount on vehicles registered as antiques to $2,500. Currently, vehicles 20 years old or older are eligible for antique status. Antique, rare or special-interest motor vehicles are currently assessed at a rate of $500 and owners pay personal property taxes on that amount.

Iowa Ethanol:

SEMA-opposed legislation in Iowa to change labeling requirements on gas pumps across the state to only require labeling for unblended gasoline and E85 was successfully defeated for the year. Current law in Iowa requires labeling when gasoline is blended with any amount of ethanol. If the bill had been enacted, it would have removed labeling requirements for ethanol-blended gasoline containing 15% or less ethanol, thereby increasing the risk of misfueling and potential engine damage. At the federal level, the U.S. Environmental Protection Agency (EPA) now requires that an orange-and-black label be placed on fuel pumps dispensing gasoline with 15% ethanol (E15). The label will warn consumers not to use the fuel in vehicles older than model-year ’01, since it could cause damage. States are free to impose their own labeling requirements for gasoline containing E10, and vehicle owners must rely on various state labeling requirements for information about the gasoline they use in their vehicles.

Maine Custom Vehicles:

A SEMA-supported bill to include more model-year vehicles in the definition of a custom vehicle by changing the definition from 30 to 25 years old and older was signed into law by Maine Governor Paul LePage. The new law also expands the weight limit for custom vehicles from 6,000 to 10,000 lbs. and clarifies that custom vehicles are held to special inspection criteria promulgated by the Chief of the State Police.

Massachusetts “Gas Guzzlers”:

Multiple bills have been reintroduced in the Massachusetts State Legislature to impose fees on the purchase, registration and registration-renewal of larger or higher-emitting vehicles. A progressive purchase surcharge for some new motor vehicles based on state calculations of carbon emissions is the subject of one bill, while another would impose a “green fee” on vehicles upon registration, both initially and upon renewal. In another bill, registration fees would be adjusted based on vehicle weight, with increases limited at $200 above the initial fee.

Massachusetts Commercial Vehicles:

SEMA is opposing a Massachusetts bill that is seeking to redefine “commercial motor vehicle” as a vehicle with a minimum 10,001 lbs. gross vehicle weight rating (GVWR) for SUVs and trucks and above a 6,000-lb. GVWR for cars. Many larger vehicles that are now considered regular passenger vehicles and not subject to commercial vehicle regulations would be affected if the bill were enacted into law. Under the bill, antique cars and dual-rear-wheel pickups that are not used for commercial purposes would not be considered commercial vehicles. Commercial vehicles are charged higher registration fees, undergo more stringent and expensive equipment inspections, require a special permit to operate and are prohibited from traveling on certain roads. A separate bill to specify that dual-wheel pickups used solely for private purposes are not to be considered commercial vehicles is
also pending.

Pennsylvania Antiques, Classics and Collectibles:

A bill to allow antique, classic and collectible vehicles to be registered under a seasonal registration class was passed by the House of Representatives and is now pending in the Senate Transportation Committee. The measure would permit collector-car owners to specify which months they would like to register their vehicles. The fee would be set at the same amount as the annual registration fee on these vehicles, but insurance for the vehicles would only be required for the months specified in the seasonal-use registration. The bill also increases the maximum allowable weight for vehicles registered under seasonal-use provisions and vehicles allowed to be issued various special license plates and vanity plates from 10,000 to 14,000 lbs.

Federal Update

Bonneville Salt Flats:

The Bureau of Land Management (BLM) will issue an Environmental Assessment (EA) in the near future governing potash mining operations at the Bonneville Salt Flats. The Bonneville Salt Flats is a National Landmark under the jurisdiction of the BLM. Hundreds of speed records have been set at this rare and unique geological site over the past 100 years. Originally 96,000 acres in size, the Bonneville Salt Flats has shrunk to about 30,000 acres as a direct consequence of an adjoining mining operation in which potash is removed from the salt. Between 1963 and 1982, an estimated 11 million tons of salt was withdrawn from the Bonneville Salt Flats. A prototype salt replenish program from 1997 to 2002 demonstrated that salt brine could be pumped back onto the salt flats to stabilize the landmark and its underlying aquifer but the program was allowed to expire. SEMA has joined with other organizations as part of the “Save the Salt Coalition” urging the BLM to mandate a permanent replenishment program that guarantees the same quantity and quality of salt be returned to the Bonneville Salt Flats.

Lawsuit Abuse:

The U.S. House Judiciary Committee approved a SEMA-supported bill that would require federal judges to sanction plaintiffs and attorneys who file frivolous lawsuits. The bill will now be scheduled for a House floor vote. Under current law, federal judges are permitted but not required to impose penalties. The “Lawsuit Abuse Reduction Act” would also eliminate a provision in current law that allows lawyers to avoid penalties by withdrawing frivolous claims after sanction proceedings have begun. Courts could also award the prevailing parties reasonable expenses and attorney’s fees in defending against frivolous lawsuits. Similar legislation has been introduced in the last decade, most recently in 2005, when the House passed a bill that failed in the Senate.

Expanded Reg-Flex Act:

The U.S. House Small Business Committee approved two SEMA-supported bills to close loopholes that federal agencies may use to avoid compliance with the Regulatory Flexibility Act (RFA). The RFA was created by Congress in 1980 to require the federal government to examine the impact of regulations on small businesses and to consider alternative approaches that are less burdensome. Among other changes, the legislation would force agencies to perform better periodic reviews of their rules and grant the Chief Counsel for Advocacy at the Small Business Administration greater power to enforce the RFA. SEMA has joined with a number of other businesses and organizations to support passage of the legislation.

State Sales Tax:

Identical bills have been introduced in the U.S. House and Senate to require companies that sell goods via the Internet and catalogs to collect sales tax in the same manner as “brick-and-mortar” retailers. The so-called “Main Street Fairness Act” would recognize the “Streamlined Sales and Use Tax Agreement,” an ongoing initiative by state and local governments to address the collection of sales/use taxes. The agreement creates a system for companies to register with member states, collect and remit taxes, and file one tax return for each state. To date, 44 states have worked to create the agreement, and 24 states are participating members. Under a 1992 U.S. Supreme Court decision, states cannot force retailers to collect use taxes unless the company has a physical presence in the state (“nexus”). The legislation would provide states with this authority if within the scope of the agreement. The federal legislation would treat all sales transactions in a state equally regardless of whether the sale was completed in person, through the mail, over the phone or over the Internet. Small-seller retailers would be exempted at a sales threshold set under the agreement.

Ethanol:

The Government Accountability Office issued a report which finds that intermediate blends of ethanol (e.g., E15) pose a variety of challenges to the current U.S. infrastructure. Issues include transporting the larger volumes of ethanol, potential corrosion of underground storage tanks and delivery systems, and liability to retailers if E15 causes problems because consumers misfuel their older vehicles. The EPA has issued a waiver to allow the sale of E15 for newer vehicles and require gas stations to place consumer labels on the pumps warning motorists against misfueling. The EPA’s waiver decision is the subject of lawsuits and congressional actions to delay or overturn the decision.

Vehicle Lighting:

The National Highway Traffic Safety Administration (NHTSA) amended Federal Motor Vehicle Safety Standard No. 108 to correct technical errors and address concerns that the standard was changed in substance when it was reorganized in 2007. The standard had been amended many times since it was first adopted in 1967 in order to address technological advances and enhance safety. In the process, the old regulation was unnecessarily complex and difficult to understand. The intent of the 2007 revision was to simplify the regulation to the extent possible. The NHTSA is still reviewing the revised standard to confirm that there were no other changes of substance. The standard is scheduled to take effect on December 1, 2012, although voluntary compliance is now permitted.

Fuel Economy Standards:

The federal government, California regulators and auto industry representatives have agreed on fuel economy and carbon dioxide (CO2) emissions limits for model-year ’17–’25 vehicles. The fleetwide average will rise from 35.5 miles per gallon (mpg) at the end of 2016 to 54.5 mpg for model-year ’25, a nearly 5% annual increase with slightly lower standards for light-duty trucks. The agreement preserves California’s authority to regulate CO2 emissions and other greenhouse gases while creating a single national standard. CO2 emissions and fuel economy are linked, since carbon dioxide is a byproduct of fossil-fuel combustion. The automakers pursued an agreement to increase fuel economy, which would also preserve affordability, vehicle choice, jobs and safety. The EPA and NHTSA will now draft regulations to implement the agreement.  

But in the beginning, there was only the idea.

Each successful idea was brought to life through entrepreneurial vision and risk-taking—the courage, willingness to put everything behind an idea and sell it. There is no one single formula for success; in fact, fresh, new approaches are constantly emerging in the automotive specialty-equipment industry. These are the stories of products and individuals whose ideas grew to power a new business, and in the process, created a whole new landscape.

The first, Ed Iskenderian, made his mark in the industry’s formative years. The second, Myles Kovacs, is imparting that passion to a new generation. We hope their stories offer insight and inspiration for the experimenter and groundbreaker in all of us.

Ed Iskenderian: Patient Tinkering and Bold Marketing

		A SEMA founder, Ed Iskenderian became the industry’s “Camfather” through patient trial and error in cam-grinding and fresh, clever marketing bravado during the ‘60s and ‘70s.

If not for a twist of fate, Ed Iskenderian might have been a vintner. The son of a Tulare, California, vineyard owner, the young Iskenderian relocated to Los Angeles with his family when a Depression-era frost destroyed their vines. After completing high school, Iskenderian set his sights on a machining career, which gave him time to monkey with cars as a hobby. His enthusiasm for hot-rodding during the ’40s led to frequent trips to Southern California’s dry lake beds, where he met racer Ed Winfield, whom Iskenderian now calls his mentor.

“He was probably one of the foremost authorities on racing engines and obtaining horsepower, and he showed me the machine he built [for grinding cams] and I was fascinated by it,” Iskenderian said.

Finding camshafts in short supply for a Ford T-Body roadster he was building, Iskenderian got the idea that, like Winfield, he could easily refit his machining equipment to grind his own.

That simple realization would have huge ramifications for the burgeoning specialty-equipment industry. He first made one cam, then another. Word of mouth spread, and soon a whole gang of young hot-rodders was requesting Isky’s creations. He found his little machine shop suddenly ripening into a thriving specialty cam business.

To hear Iskenderian tell the story, the idea sort of drove itself, and he just hitched a ride. Yet the truth is that Iskenderian was a tinkerer who was unafraid to experiment and even make a mistake or two. His patience for trial and error led to innovation after innovation in an era devoid of computer-aided design and other high-tech R&D tools. Plus, Iskenderian simply loved grinding cams.

		Like many idea men, Iskenderian got his start solving a simple problem: The lack of performance cams for his hot rod. A machinist, he asked, “Why not grind my own?” The rest is history.
		The Iskenderian Racing Cams booth at an early SEMA Show, underscoring the now-giant company’s humble beginnings from a simple idea.

“They were so fascinating,” he said. “The cam was a very mysterious thing. It was prestigious to be a cam grinder. I guess in a way, [the cam business] needed new blood—guys who didn’t know much about it but were willing to try things. I never was really ambitious and never thought it would get big. I thought, ‘Gee, if I could just make $100 labor a day, I’ll be satisfied.’ I just wanted to be part of it, you know. And by golly, before long, we could make $100 a day.”

The catalyst was a rather basic 2-in. line ad that Iskenderian placed in Hot Rod magazine offering his cams at $20 apiece.

“A North Carolina shop bought two cams by airmail without even questioning my experience,” he said. “They liked them and kept ordering them, much to my surprise.”

Gaining new confidence in his product, Iskenderian decided to kick up his marketing, figuring no one ever gets ahead in business by being shy.

“A lot of people know their stuff, and they’re good at it,” he said, “but sometimes they’re modest. For some reason, I’d brag in the magazines about our customers who were doing well. It worked, and the ‘cam wars’ started. We touted our stuff, and pretty soon the other cam grinders started to brag.”

That statement is in itself ironically modest. Iskenderian actually introduced a whole new level of marketing to a ’60s industry that was still rather naive, employing tactics that are standard now but shockingly novel then. His ads “good-naturedly” tweaked competitors—although some rivals didn’t see the humor in his approach.

As Hemmings Muscle Machines noted in a December 2004 retrospective: “Isky displayed a heretofore-unseen gift for loudly promoting his cams. He gave his newest profiles dynamic or exotic-sounding names like Polydyne 505 Magnum, Five-Cycle and Superleggera 550. At major drag races, Isky was one of the first to promote himself with T-shirts, which were by his own silk-screening outfit.”

He also created slick, full-color product brochures for distribution to buyers at events. By the ’70s, his combination of technical and marketing innovation had earned him a new industry moniker: The Camfather.

“I’m just grateful I was able to bluff my way in, you might say,” he said. “I guess that’s what it took. Some engineer who really had a formal engineering background would make fun of what I was saying in my ads, but then I finally realized there was no one [else] with the practical experience, except Winfield.”

Bluffing his way in? Again, ironically modest. Few today question Isky’s cam-building skills, let alone his business acumen. And as one of SEMA’s founders, he has this simple advice for other performance builders who would bring their ideas alive:

“Try some funny things, even though they go against the grain. That’s how some of the great things [in this industry] have happened.”

Myles Kovacs: Passion, Trends and “Edu-tainment”

		Myles Kovacs’ Gen-X entrepreneurism rebooted automotive media for today’s lifestyle-conscious youth market with DUB Magazine.

In the ’40s, Chris Economaki’s National Speed Sport News propelled automotive racing into the mainstream media. From the ’50s forward, Robert E. Petersen cobbled niche enthusiast magazines together to build an automotive publishing empire. But it took a Gen-X entrepreneur named Myles Kovacs to reboot automotive media with a high-gloss mixture of urban car culture, lifestyle and entertainment cues for today’s trend-conscious youth market.

Kovacs’ brainchild, of course, is DUB magazine, founded in 2000 and now boasting an estimated 4.8 million annual readership. With total business reportedly topping $50 million annually, DUB Publishing Inc. has become a marketing kingmaker—with major automakers routinely turning to Kovacs for insight in connecting with a younger, hipper consumer demographic. So fresh was Kovacs’ approach that Newsweek six years ago named him one of America’s “10 Big Thinkers for Big Business in the 21st Century.”

But DUB is more than an innovative media property. It’s a living, breathing, social brand that just happened to start as a car magazine. Grasp that, and you’ll grasp the idea behind Kovac’s entrepreneurialism.

“When I got the idea for DUB, I was actually promoting a nightclub magazine and producing events for concerts and nightclubs,” said Kovacs, who grew up in East Los Angeles. A fan of Lowrider magazine, he realized there was a dissonance between its lifestyle advertising and editorial. “I thought to myself, ‘If somebody came out with a magazine that actually matched that ad content to the editorial, it would probably do well as a more specific place for advertisers to go.’”

		“If you build it they may come, but if you educate them, they’ll be loyal.” That’s the highly successful philosophy that brought Kovacks’ DUB idea to life and built it into a $50 million-plus annual business. DUB branding imparts industry passion to legions of new fans.
		An early DUB magazine cover featuring Kobe Bryant. More than “cars and stars,” the DUB brand seeks to tap into young consumers’ passion points.

Launching DUB, Kovacs confronted the usual hurdles facing a business startup: financing, gaining the confidence of all the right people and establishing market share.

“A lot of people say, ‘Oh, you must’ve been really worried when you first started,’ but I wasn’t, because we had nothing to lose,” he said. “We were just kind of going and driving in the dark with no headlights on. Once you turn on the headlights and see where you’re going, that can scare you.”

While some have labeled DUB “cars and stars,” Kovacs says it’s actually the brand’s “edu-tainment” concept that attracts consumers.

“If you build it they may come,” he said, “but if you educate them, they’ll be loyal. We educate and entertain at the same time, much like a college or university with academics and athletics. People are loyal to our brand like they are loyal to their colleges for the rest of their lives. By utilizing all the celebrities and featuring them with their cars—that’s where the magic came from.”

Kovacs sees DUB helping to grow the specialty-equipment industry by introducing a younger demographic to car-culture passion.

“You have to look at it this way: Are you happy with your penetration in the market share, or do you want to create new market share?” he said. “That’s the key. DUB has created new market share. One of the things that’s going on with the youth culture is they don’t want to eat their dad’s food and they don’t want to drive their grandma’s car. They want to disassociate themselves from those things because there’s nothing cool about driving your grandma’s car. That’s what we see, so we’re trying to go and develop products and experiences for that next generation so they can have the passion.”

Kovacs believes that too many businesses seek to influence consumers, “dictating” their wants or needs. By contrast, the DUB brand strives to embrace its audience’s passion points: celebrity, lifestyle, electronics, video games and toys.

“It’s a different kind of marketing,” he asserts. “The consumers of today are dictating the trends. If you can teach them things that they don’t know and do it in a very cool and viral way, they’re going to be loyal, they’re going to be excited.”

An industry veteran since his teen years, Kovacs marvels at the chain reaction sparked by his idea come alive. “If I had to predict what we’re doing today, probably half of it would never even have been a thought,” he said. “The beautiful thing about DUB as a brand is it’s much larger than me. We got a great team, and it’s recognized worldwide. I think the most gratifying thing for DUB—and what really opened my eyes—was [realizing] that when making a business, we may want to make money, be famous, popular or groundbreaking. And then, as you progress in business, those things become less important than truly making
a difference.” 

The yearly output of an entire industry’s ideas can be viewed in one day at the SEMA Show New Products Showcase, a place where freshly born ideas share a powerful spotlight.

That’s why the 2011 SEMA Show is set to debut a newly themed section—Ideas Alive: Featuring the New Products Showcase. More than a display of products, the section seeks to inform and inspire by calling attention to the diversity of new ideas. Whether they begin as sketches on napkins or in computer-assisted research-and-development facilities, ideas have the power to change lives and fortunes.

Growing Opportunities for Specialty-Equipment Manufacturers

By Alysha Webb

SEMA members stand to benefit from other trends in China, as well. For example, engines are being downsized, and automakers are adding technology to boost engine power in luxury and less-expensive autos.

Passenger vehicle sales in China, including SUVs, grew by 11% in the first six months of 2011 to 6.3 million units, according to J.D. Power and Associates. Those aren’t the kinds of numbers we’re used to seeing from China. In 2010, passenger vehicle sales grew by 37% to 11.9 million units. But the slowdown was due to specific reasons rather than overall market sentiment, analysts said.

Yale Zhang, president of Shanghai-based Automotive Foresight consultancy, said the slowdown “is an expected result of policy changes and the overall economic situation.” Klaus Paur, managing director for greater China automotive research with Synovate Motoresearch, expected growth to accelerate in the second half of this year. The passenger-vehicle market should grow by about 15% for all of 2011, he said, with SUVs and luxury car sales the main drivers of that growth.

“The drastic slowdown in the first half of the year was partly due to vehicle purchases advanced in 2010 due to government subsidies,” said Paur.

	The SUV and luxury segments will be the main drivers of growth in China’s auto market this year as it shrugs off a slow few months and returns to steady growth, analysts said.

The SUV and luxury segments were what kept the market growing at all in the first half of this year. SUV sales rose by 26% in January through June, and luxury-model sales grew by 31%.

Imports—which were all luxury cars and/or SUVs—also bucked the slowdown, rising by 22% in the first five months, the most recent figure available for total imports.

Most of the imported SUVs were luxury models, such as the Cadillac SRX and the BMW X5. But the Subaru Forester, which caters to China’s growing off-road crowd, was the top-selling import.

Though imported luxury SUVs sold well, locally produced SUVs were the top overall sellers in the first half of the year. Top-selling domestically produced local and foreign brands included the number-one-ranked Great Wall Hover SUV, the Volkswagen Tiguan and the Honda CR-V.

The popularity of SUVs hinges on two trends: a growing number of Chinese purchasing second cars, and rising incomes.

Why are SUVs so popular? “As the market is maturing, consumers are moving away from all sedan cars,” said Paur. “An SUV body style allows them to reflect a more outgoing and expressive mindset.”

A More Outgoing Mindset Means More Customization

SUV owners are indeed outgoing, and they like to take their SUVs out of the city and cross-country, judging by the growing popularity of group cross-country SUV treks in China. That bodes well for SEMA members. Before setting out, the SUV owners need to trick out their vehicles with everything from better suspensions to more lighting.

The Jeep Cherokee is a popular model among China’s cross-country trek and off-road crowd. The country is awash in older models, as the Cherokee was produced in China for a few years, ending in 2007. Jeeps are now being imported into China, and Chrysler said that it will boost the number of models being imported over the next few years. The Compass is the most popular; 5,299 units were sold in China the first six month of 2011, up 51% year over year. FIAT, which now owns Chrysler, is also seriously considering producing Jeeps with its Chinese partner Guangzhou Auto at the plant now under construction in eastern China.

SUVs and luxury cars are still a relatively small part of the market. Compact cars were the largest segment in China’s passenger vehicle market at 41.6% of sales in January through June, according to J.D. Power.

The engines on those compact cars are generally 1.6L or smaller, so direct-injection use is also growing, even in less expensive cars. For example, Ricardo Plc. is developing a 1.2L direct-injection engine with Lifan, a Chinese producer of inexpensive cars, to replace 1.5L and 1.8L naturally aspirated engines.

The engines in luxury models in China are also being downsized, boosting demand for turbochargers. Even some imported “super luxury” SUVs (defined by J.D. Power as those with a price tag of more than 1 million RMB or $155,000 USD at current exchange rates) now offer 3.0L engines with turbochargers instead of 4.0L engines. Land Rover and Mercedes-Benz are the main players in that segment in China, J.D. Power said.

China is a hot market for super-luxury brands such as Lamborghini and even small supercar brands, such as Spain’s Tramontana. Tramontana sold 13 supercars in China in 2010, Tania Cremades told Australia’s Brisbane Times in June. Cremades is the head of China business development for Tramontana, and she said that all of the customers were between 25 and 38 years old. “Here, people are young,” she added. “They want to use the car, try the power.”

That kind of growing car culture can only equal more opportunities for SEMA members down the road.

FROM THE HILL

By Dan Sadowski

On July 8, 2011, SEMA members joined with SEMA staff and thousands of enthusiasts across the country to celebrate the second annual Collector Car Appreciation Day. More than 200 events—double last year’s total—were held in the United States and Canada to commemorate the day, which had been designated as the result of a SEMA-requested U.S. Senate Resolution (S. Res. 154) sponsored by Senator Jon Tester (D-MT) and Senator Richard Burr (R-NC). The resolution recognizes “that the collection and restoration of historic and classic cars is an important part of preserving the technological achievements and cultural heritage of the United States.”

	SEMA Senior Director of Federal Government Affairs Stuart Gosswein presents Senate Resolution 154 to Laura Bergan, Vice president of marketing at American Collectors Insurance, Cherry Hill, New Jersey.
	Hundreds of enthusiasts gathered at a car show sponsored by Borla Performance Exhaust in Oxnard, California.
	Carlisle Events Co-Owner Bill Miller Jr. (far right) presented Collector Car Appreciation Day awards to attendees at the Carlisle All-Chrysler Nationals. Joining him were State Representative Stephen Bloom (second from left), SEMA Congressional Affairs Manager Dan Sadowski (fourth from left) and Bob DeSousa, state director for Senator Pat Toomey (third from right).
	JE Pistons NMRA/NMCA West Coast Shootout winners hold a copy of the resolution at the Auto Club Speedway.
	Toyota Speedway treated collector-car owners to a pre-race parade lap around the track.
	Steele Rubber Products opened its doors for a special Collector Car Appreciation Day open house and employee event in Denver, North Carolina.
	Toyota Speedway treated collector-car owners to a pre-race parade lap around the track.
	Collector Car ribbon at Speedway Motors, Lincoln, Nebraska.

Antique Automobile Club of America Museum, Hershey, Pennsylvania

American Collectors Insurance, Cherry Hill, New Jersey

American National Property and Casualty Company, Springfield, Missouri

Auto Club Speedway of Southern California, Fontana, California

Borla Performance Industries, Johnson City, Tennessee

Carlisle Events All Chrysler Nationals, Carlisle, Pennsylvania

Chevrolet Nomad Association, Davenport, Nebraska

Corvette and High Performance, Olympia, Washington

Chop Shop Customs, Woburn, Massachusetts

Eastwood Co., Pottstown, Pennsylvania

eBay Motors, San Francisco, California

	SEMA member Alex Borla (center) visited with attendees.
	Vehicles on display at the Eastwood Co./Street Rodder magazine event.
	Hundreds of classic cars and restorations were present at the Goodguys PPG Nationals held in Columbus, Ohio.
	Staff at Source Interlink Media in El Segundo, California, enjoyed a ride to celebrate Collector Car Appreciation Day.
	K&N Filter Co. hosted a car cruise at its headquarters in Riverside, California.
	Hot Rod and Custom Stuff in Escondido, California, celebrate the event with a “customer/employee appreciation night.”

SEMA Education Days Schedule as of August 12, 2011. Visit www.SEMAShow.com/education for updates. Schedules are subject to change.

Click here to view the entire schedule of semainars and educational programs taking place at the 2011 SEMA Show

		Paul Mascarenas, CTO and vice president of Ford research and innovation

Business is as competitive as ever. Having a great product or service isn’t enough anymore—you have to constantly look for a competitive edge. Will it be a killer website, a particular sales technique, superior customer service, a better industry trend analysis? It is critical to stay up-to-date on the latest business trends and technologies or you might get left in the dust. The SEMA Education Institute (SEI) has assembled a comprehensive education program that will be held in conjunction with the SEMA Show. The program will feature multiple tracks, including online marketing, customer service and sales, business management, industry trends and more. Each session will include subject-matter experts who will give you practical tools and resources that can be implemented as soon as you get back to the office. Don’t miss this unparalleled opportunity to get up-to-speed on the latest trends and technologies to give your business the competitive edge you need to succeed.

To create a personalized itinerary, visit www.SEMAShow.com/education  

Ford Motor Co. Chief Technical Officer and Vice President, Research and Innovation to Deliver SEMA Show Vehicle Technology Keynote

Kick-off the 2011 SEMA Show by attending the SEMA Vehicle Technology Keynote featuring Paul Mascarenas, CTO and vice president of Ford research and innovation. As an automotive enthusiast and performance advocate, Mascarenas will provide the keynote address for SEMA’s Vehicle Technology Briefing Program on Tuesday, November 1, at 9:30 a.m. in the new Vehicle Technology Center and Theatre in South Hall Upper Level booth #35185. During his keynote remarks, attendees will learn how Ford is leading the reinvention of the automobile and how advanced technologies in green performance, vehicle connectivity, dynamics and personalization are impacting the OEM and aftermarket industries today, as well as creating new business opportunities for SEMA members. Following Mascarenas’ presentation will be an interactive discussion with John Waraniak, SEMA vice president of vehicle technology and an afternoon panel at 1:00 p.m. entitled “Performance Branding and Marketing to Enthusiasts” featuring Chip Foose, Myles Kovacs, Stewart Reed, Jamie Allison, Darrell Behmer and Beau Boeckmann. Space is limited so please arrive early. To learn more, visit www.sema.org/vehicletechnology.

Click here to view the entire schedule of semainars and educational programs taking place at the 2011 SEMA Show

Adding Even More to the Greatest Automotive Trade Show on Earth

By Steve Campbell

		The SEMAShow.com website has been revamped for 2011, helping attendees register for the Show quickly and painlessly, and to aid exhibitors in obtaining booth space.
		The Powersports Kiosks allow companies with powersports products to maintain an exhibit in the Powersports & Utility Vehicles section to display promotional materials.
		The new SEMA Vehicle Technology Center will provide attendees with in-depth information and hands-on understanding from leading industry experts about advanced vehicle technologies and emerging systems.
		At the 2011 SEMA Show, more than 50 free education courses and a number of paid sessions provide exceptional training opportunities presented by top industry experts.
		The UPS Store will be on-site at the New Product Showcase check-in area to weigh and process your shipment for pickup after the Show closes.
		Show organizers will take a tally of every booth vehicle at the Show to identify the most prominent vehicle models in the four categories of the SEMA Award.
		The West Cost Customs crew will be on hand with a host of celebrities presenting product demonstrations and lifestyle activities.
		To find out which celebrities will appear, visit www.SEMAShow.com and click on “Attendee Calendar.”
		The Showdown at SEMA will take place November 1–4 in the LVCC Grand Lobby.
		The SEMA Industry Awards Banquet will be held Thursday, November 3, from 7:30 p.m.–10:30 p.m.
		The official SEMA Cruise will be bolstered with awards, giveaways, entertainment and even enhanced seating for the crowds who throng to view the SEMA Show vehicles.

The king of the automotive trade shows is better for 2011 as the result of a host of new features. They start with an enhanced website and end with a new cruise event as the grand finale, so the SEMA Show once again continues to evolve and improve. The theme this year—Ideas Alive—begins with the Show itself.

New SEMAShow.com Website

The SEMAShow.com website has been revamped for 2011, helping attendees to register for the Show quickly and painlessly, and to aid exhibitors in obtaining booth space. Those primary functions have been streamlined, but the site is also a reservoir of answers to frequently asked questions about such topics as educational offerings, exhibition rules, new products and more. It also offers a complete and searchable exhibitor list and a floorplan so that attendees can plan their week efficiently.

The floorplan is updated in real time, so visitors can watch the Show grow. If you haven’t visited the site yet, check it out today to get a jumpstart on the SEMA Show.

Powersports Kiosks

While motorcycles, ATVs, side-by-sides and scooters are the sole focus for many companies, a significant number of traditional SEMA Show exhibitors also maintain interests in the powersports market. The SEMA Show’s new Powersports Kiosks allow those companies to create a presence in the Powersports & Utility Vehicles section of the upper South Hall without the need to invest in a second booth.

The kiosks could be considered mini-booths, where companies who maintain an exhibit in one of the other 11 SEMA Show sections may display promotional materials and products in support of their ancillary powersports efforts. Some companies may even staff their kiosks with representatives who can demonstrate products and accept orders, providing additional exposure for the parent company while also enhancing the Powersports & Utility Vehicles section.

Vehicle Technology Center

The new SEMA Vehicle Technology Center (VTC) will be an important extension of the SEMA Show, providing attendees with in-depth information and hands-on understanding from leading industry experts about advanced vehicle technologies and emerging systems. The Center and the integrated VTC Theater and Tech Zone exhibits will help to increase SEMA-member participation in programs, services, tools, resources and benefits.

The VTC will be located at booth #35185 in the upper South Hall of the Las Vegas Convention Center (LVCC). The VTC will showcase SEMA’s latest solutions and leading educational seminars as well as vehicle technology simulations and demonstrations to introduce member companies to the benefits of SEMA vehicle technology programs and partners.

Seven fast-paced Vehicle Technology Briefing sessions in the VTC Theater will identify and explain industry trends, technologies and SEMA initiatives. They will include more than 45 industry experts from leading automakers and suppliers as well as specialty-equipment companies involved in all facets of manufacturing and distribution. The sessions will include:

• Vehicle Dynamics Forum
• Vehicle Technology Keynote
• Clemson Deep Orange Project
• Performance Branding: Designing and Marketing to Enthusiasts
• Vehicle Connectivity: Integrating Automotive and Consumer Electronics
• Performance Engines and Lubrication
• Off-Road Racing and Performance Forum

In addition, a special session will feature Circle Track magazine Editor Rob Fisher for a look at the Circle Track Project Green Camaro and a discussion of how green technology and performance can not only coexist, but also create new business opportunities. For a full schedule of the Vehicle Technology Briefings, visit www.sema.org/VTCschedule.

Education Days

It’s true: Knowledge is power. Understanding the latest in systems, techniques and technologies can help any company prosper, even in an uncertain economy. The SEMA Education Institute’s (SEI) free and pay-to-attend courses provide an unparalleled opportunity to learn firsthand what trends will affect your business.

At the 2011 SEMA Show, more than 50 free education courses and a number of paid sessions provide exceptional training opportunities presented by top industry experts. They will cover everything from online marketing to customer service, management, industry developments and more. The courses are designed to provide attendees with practical tools that can be implemented the day they return from Las Vegas.

The SEMA Education Institute courses and events will be open only to registered Show attendees, exhibitors and media. For more information, visit www.SEMAShow.com/education.

Hassle-Free New Products Shipping

The New Products Showcase has always been an outstanding value for SEMA Show exhibitors, but it just got even better. For 2011, exhibitors may elect to avoid the crunch to pick up and ship their new products home while also dealing with booth teardown and packing at the end of the Show.

This year, SEMA has partnered with UPS to pack and return-ship new products automatically, eliminating the need for exhibitors to pick up their items and arrange for transportation.

The UPS Store will be on-site at the New Product Showcase check-in area to weigh and process your shipment for pickup after the Show closes. Simply bring your credit card with you to streamline the payment process. UPS then handles the return packaging and shipping. UPS will also be available at booth #11827 in the North Hall of the Las Vegas Convention Center until the last day of the Show. Contact Lisa Schafer at SEMA (lisas@sema.org) for further information.

SEMA Award Expands

SEMA Show exhibitors will once again identify the hottest vehicle platforms during the 2011 SEMA Show, with awards presented to the Hottest Car, the Hottest Truck, the Hottest 4x4-SUV and—for the first time—the Hottest Sport Compact.

“The SEMA Award is an exciting opportunity to highlight the year’s hottest vehicle models,” said Chris Kersting, SEMA President and CEO. “Consumers want to know which cars and trucks have been embraced by our industry. This one-of-a-kind award will help guide them to the most accessory-friendly vehicles and the great products that make them cool.”

As with the original awards program in 2010, Show organizers will take a tally of every booth vehicle at the Show to identify the most prominent vehicle models in the four categories. Each booth vehicle represents one vote, and the most prominent models will be named the SEMA Award winners for the year.

The SEMA Show typically includes more than 700 qualified booth vehicles. Last year’s SEMA Award winners were the Chevrolet Camaro for Hottest Car, the Ford F-Series for Hottest Truck and the Jeep Wrangler for Hottest 4x4-SUV.

West Coast Customs Experience

West Coast Customs (WCC) is one of the most recognized brands in the custom automobile industry, with franchises around the world and across multiple media platforms. WCC has had a major presence at the SEMA Show for several years, and the WCC Experience is expanding even further for 2011.

With a move to the upper South Hall, WCC will highlight its featured partnership with Best Buy––one of the most influential buyer groups in the mobile electronics industry and a retail powerhouse. The WCC crew, including innovator, entrepreneur, CEO and owner Ryan Friedlinghaus, will be on hand with a host of celebrities presenting product demonstrations and lifestyle activities.

Friedlinghaus will also feature his new relationship with Velocity, which is a Discovery media channel. The upscale male lifestyle network features more than 400 hours of series and specials that showcase the best of the automotive, sports and leisure, adventure and travel genres, including “Inside West Coast Customs.”

New Member Coupon Book

SEMA membership is not a requirement for attending the SEMA Show, but it’s a great place for industry professionals to join. In addition to all of the regular member benefits, companies that join SEMA at the SEMA Show also receive a New Member Coupon Book. It provides a discount on the membership fee plus a free T-shirt, lunch tickets and many other money-saving programs. Call 909/610-2030, e-mail member@SEMA.org or visit the SEMA Association Center at booth #20701 in the Grand Lobby of the LVCC during the SEMA Show for details about the New Member Coupon Book and SEMA membership.

Celebrity Experiences

Race car drivers, industry icons, TV personalities and other celebrities appear at the Show throughout the week.

To find out who will appear—including where and when—visit www.SEMAShow.com and click on “Attendee Calendar.” From there, you filter your query for “Celebrity Appearances,” and hit “Apply.” If you are an exhibitor who wants to add a celebrity appearance to the list, go to the Celebrity Appearance Notification Form at www.SEMAShow.com/celebrity-appearance-notification. If your celebrity will be signing autographs, SEMA recommends that you print a set of numeric cards and hand out one to each attendee in the order they are waiting in line. Plan on approximately 100 numbered cards for each hour your celebrity will be available. This lets attendees know if they will be able to meet the person before the time limit, eliminating line jumping and ensuring a more orderly session.

Hot Rodders of Tomorrow Engine Challenge

The primary and most important purpose of the Hot Rodders of Tomorrow Engine Challenge is to inspire young people to join the racing and performance industry. The concept is simple: Have five high-school-student teams race in regional competitions against the clock and each other to disassemble and reassemble identical high-performance 350ci Chevrolet engines, using only hand tools. The top 10 teams will gather in Las Vegas during the first week in November for a final “Showdown at the SEMA Show.”

Grades, attendance and skill are part of the making of each invited team, with academics, engine knowledge and hard work rolled into the mix. Each team also includes an instructor/coach, who helps make the Challenge a learning experience as well as an exciting and fun event for the students.

The Showdown at SEMA will take place November 1–4 in the Grand Lobby of the LVCC, with $650,000 in scholarships to be offered to the students by the School of Automotive Machinists, Ohio Technical College and other sponsors. Stop by, and take a look.

Industry Awards Banquet

The SEMA Industry Awards Banquet will be held Thursday, November 3, from 7:30 p.m.–10:30 p.m. This ultimate networking get-together features cocktails, dinner, entertainment and awards that are presented to the stars of the industry. The slate of honors includes Person of the Year, Rep Agency of the Year and Warehouse Distributor of the Year as well as the official induction of the 2011 SEMA Hall of Fame honorees.

The headliner this year is stand-up comedian and actor Sinbad, who will be making his second appearance at the banquet (he also appeared in 2004). With the ability to tailor his show to the industry, Sinbad gets the crowd involved and readily improvises, to hilarious effect. It should be a great show to cap the night.

The SEMA Cruise

A phenomenon has been taking place at the SEMA Show for more than a decade. When the Show ends at 4:00 p.m. Friday afternoon, magic takes place as the display vehicles are driven out of the Las Vegas Convention Center. Over the years, this exodus has become an unofficial cruise—an extension of the Show that hundreds of industry professionals and the people of Las Vegas line the streets to witness. This year, SEMA Show organizers will bring additional spectacle and honors to the procession.

Thanks to the efforts and sponsorship of Chevrolet and its Cruze, eBay Motors, UPS, Swixxtraxx, Mother’s Polish and Continental Tire, the SEMA Cruise will achieve official status and will be bolstered with awards, giveaways, entertainment and even enhanced seating for the crowds who throng to view the vehicles of the greatest automotive event on the planet.

The Cruise will culminate in a car show that will be housed in the Gold Lot across from the LVCC. VIP interviews, special sponsor awards, showstoppers and continual banter from host Joe Sebergandio will highlight the gathering, which will continue until at least 8:00 p.m. The vehicles are bound to receive additional media coverage, not to mention additional exposure to consumers and enthusiasts who will get their first look at the cars and trucks built with top-drawer specialty equipment by some of the most famous fabricators in the world. Stick around to see which ones receive the greatest acclaim.