SEMA News—September 2011

Our Car Guy in Congress

Rep. Posey has always been a strong advocate on behalf of the automotive specialty-equipment industry.

They arrived at the Cocoa Beach Cruise Night in their gleaming ’66 Chevelle Malibu. Bill and Katie Posey were excited to help kick-off the first leg of the Hot Rod Power Tour with a barbecue before the next day’s drive to Valdosta, Georgia. They were with friends and fellow enthusiasts, and it was the perfect occasion to announce Posey’s new leadership position in Washington.

Rep. Bill Posey (R-FL) has always been a strong advocate on behalf of the automotive specialty-equipment industry. In his free time outside of Washington, Rep. Posey can be found turning the wrenches on his cars in his Florida home district. When in Washington, Posey affirms his love for motorsports with photos of his cars and his racing days in his office on Capitol Hill. Being named co-chair of the Congressional Automotive Performance and Motorsports Caucus is a natural fit for him.

Growing up near Los Angeles, Posey spent time attending races with his father in Encino and Culver City. He became involved in midget racing at the age of five and began racing motorcycles at around 13 years old. Although he had to wait until he was 16 to race his first car, a ’51 Ford Flathead, he had already snuck in a few laps at the track. Over the years, Posey has owned 20–30 race cars, fixing them up and competing in them. Although he sold his race cars and moved to a classic-car collection, Posey’s racing experience likely exceeds that of any other member of Congress.

“I am pleased to serve as co-chairman of the Congressional Automotive Performance and Motorsports Caucus,” Posey said. “As a lifelong car guy and racer, I welcome the opportunity to partner with SEMA to raise the profile of the automotive performance industry in Washington. There’s not a Congressional district in the nation that’s not impacted by SEMA and its member companies. Together, we will strengthen the caucus and continue to promote the important role that SEMA-member companies play in the American economy.”

“Rep. Posey is equally comfortable at the race track and in the halls of Congress,” said SEMA President and CEO Chris
Kersting. “The competitive spirit is in his blood, whether he is behind the wheel or advocating for small businesses on Capitol Hill. SEMA is proud to welcome a true car guy as the caucus co-chair. It is reassuring to know that we have a fellow enthusiast protecting our industry and educating other members of Congress about the role of SEMA as the industry’s premier association.”

Rep. Bill Posey (R-FL, center), on stage at the Hot Rod Power Tour kick-off event, reaffirmed his support for the automotive industry and spoke about changes in his home district involving the space program.

Given Rep. Posey’s unique understanding of the industry, he is a natural choice to serve as co-chair of the caucus. He is teaming-up with industry standard bearer Rep. Sandy Levin (D-MI), who helped launch the caucus in 1996. Whether removing trade barriers to exported auto parts or securing access to business loans and preserving R&D tax credits, the industry has benefitted from Rep. Levin’s political clout. Together, co-chairs Posey and Levin will recruit new caucus members, seek to support SEMA’s legislative initiatives and raise awareness of the positive economic impact SEMA-member businesses have on the American economy.

As noted previously, Rep. Posey and his wife Katie participated in the 2011 Hot Rod Power Tour in early June. The Power Tour began in 1995 when several Hot
Rod magazine staff members drove their project cars from Los Angeles to Norwalk, Ohio. It quickly gained in popularity, with thousands of people descending on each stop of the trip to admire the cars and enjoy the company of other enthusiasts. This year’s Hot Rod tour started in Rep. Posey’s home district, Port Canaveral, Florida, and ended seven days later in Detroit. In between, the tour stopped in Valdosta, Georgia; Montgomery, Alabama; Nashville, Tennessee; Indianapolis, Indiana; and Muskegon, Michigan.

During the kick-off event, Posey had the opportunity to chat with fellow enthusiasts about his twin passions—cars and politics. On stage at the kick-off event, Posey reaffirmed his support for the automotive industry and spoke about changes in his home district involving the space program. To show his commitment to fellow enthusiasts, he secured an “inside the fence” driving experience around Launch Pad 39A at the Kennedy Space Center for Power Tour participants.

When in Washington, Posey affirms his love for motorsports with photos of his cars and his racing days in his office on Capitol Hill.	Rep. Posey’s motorsports background provides a strong understanding of the issues facing our industry in Washington, D.C.

“As a SEMA member, I could think of no one better to carry our message in Washington than Rep. Bill Posey,” said SEMA Political Action Committee Chairman and Source Interlink Media Vice President and Group Publisher Doug Evans. “Rep. Posey fit right in on the Power Tour and earned his stripes with his fellow enthusiasts. Having someone who understands the car-guy mentality in the caucus leadership is a great benefit to the hobbyist community.”

Rep. Posey has been well acquainted with SEMA from the time he served in the Florida state House and Senate. Posey was a charter member of SEMA’s State Automotive Enthusiast Leadership Caucus and sponsored SEMA-model legislation in 2007 to amend the vehicle titling and registration classification for street rods and create a new classification for custom vehicles. In 2008, he introduced legislation to provide an exemption from commercial motor carrier regulations for vehicles that occasionally transport personal property to a motorsports facility. Both bills were enacted into law.

The Caucus

SEMA News—September 2011

Our Car Guy in Congress

Rep. Posey has always been a strong advocate on behalf of the automotive specialty-equipment industry.

They arrived at the Cocoa Beach Cruise Night in their gleaming ’66 Chevelle Malibu. Bill and Katie Posey were excited to help kick-off the first leg of the Hot Rod Power Tour with a barbecue before the next day’s drive to Valdosta, Georgia. They were with friends and fellow enthusiasts, and it was the perfect occasion to announce Posey’s new leadership position in Washington.

Rep. Bill Posey (R-FL) has always been a strong advocate on behalf of the automotive specialty-equipment industry. In his free time outside of Washington, Rep. Posey can be found turning the wrenches on his cars in his Florida home district. When in Washington, Posey affirms his love for motorsports with photos of his cars and his racing days in his office on Capitol Hill. Being named co-chair of the Congressional Automotive Performance and Motorsports Caucus is a natural fit for him.

Growing up near Los Angeles, Posey spent time attending races with his father in Encino and Culver City. He became involved in midget racing at the age of five and began racing motorcycles at around 13 years old. Although he had to wait until he was 16 to race his first car, a ’51 Ford Flathead, he had already snuck in a few laps at the track. Over the years, Posey has owned 20–30 race cars, fixing them up and competing in them. Although he sold his race cars and moved to a classic-car collection, Posey’s racing experience likely exceeds that of any other member of Congress.

“I am pleased to serve as co-chairman of the Congressional Automotive Performance and Motorsports Caucus,” Posey said. “As a lifelong car guy and racer, I welcome the opportunity to partner with SEMA to raise the profile of the automotive performance industry in Washington. There’s not a Congressional district in the nation that’s not impacted by SEMA and its member companies. Together, we will strengthen the caucus and continue to promote the important role that SEMA-member companies play in the American economy.”

“Rep. Posey is equally comfortable at the race track and in the halls of Congress,” said SEMA President and CEO Chris
Kersting. “The competitive spirit is in his blood, whether he is behind the wheel or advocating for small businesses on Capitol Hill. SEMA is proud to welcome a true car guy as the caucus co-chair. It is reassuring to know that we have a fellow enthusiast protecting our industry and educating other members of Congress about the role of SEMA as the industry’s premier association.”

Rep. Bill Posey (R-FL, center), on stage at the Hot Rod Power Tour kick-off event, reaffirmed his support for the automotive industry and spoke about changes in his home district involving the space program.

Given Rep. Posey’s unique understanding of the industry, he is a natural choice to serve as co-chair of the caucus. He is teaming-up with industry standard bearer Rep. Sandy Levin (D-MI), who helped launch the caucus in 1996. Whether removing trade barriers to exported auto parts or securing access to business loans and preserving R&D tax credits, the industry has benefitted from Rep. Levin’s political clout. Together, co-chairs Posey and Levin will recruit new caucus members, seek to support SEMA’s legislative initiatives and raise awareness of the positive economic impact SEMA-member businesses have on the American economy.

As noted previously, Rep. Posey and his wife Katie participated in the 2011 Hot Rod Power Tour in early June. The Power Tour began in 1995 when several Hot
Rod magazine staff members drove their project cars from Los Angeles to Norwalk, Ohio. It quickly gained in popularity, with thousands of people descending on each stop of the trip to admire the cars and enjoy the company of other enthusiasts. This year’s Hot Rod tour started in Rep. Posey’s home district, Port Canaveral, Florida, and ended seven days later in Detroit. In between, the tour stopped in Valdosta, Georgia; Montgomery, Alabama; Nashville, Tennessee; Indianapolis, Indiana; and Muskegon, Michigan.

During the kick-off event, Posey had the opportunity to chat with fellow enthusiasts about his twin passions—cars and politics. On stage at the kick-off event, Posey reaffirmed his support for the automotive industry and spoke about changes in his home district involving the space program. To show his commitment to fellow enthusiasts, he secured an “inside the fence” driving experience around Launch Pad 39A at the Kennedy Space Center for Power Tour participants.

When in Washington, Posey affirms his love for motorsports with photos of his cars and his racing days in his office on Capitol Hill.	Rep. Posey’s motorsports background provides a strong understanding of the issues facing our industry in Washington, D.C.

“As a SEMA member, I could think of no one better to carry our message in Washington than Rep. Bill Posey,” said SEMA Political Action Committee Chairman and Source Interlink Media Vice President and Group Publisher Doug Evans. “Rep. Posey fit right in on the Power Tour and earned his stripes with his fellow enthusiasts. Having someone who understands the car-guy mentality in the caucus leadership is a great benefit to the hobbyist community.”

Rep. Posey has been well acquainted with SEMA from the time he served in the Florida state House and Senate. Posey was a charter member of SEMA’s State Automotive Enthusiast Leadership Caucus and sponsored SEMA-model legislation in 2007 to amend the vehicle titling and registration classification for street rods and create a new classification for custom vehicles. In 2008, he introduced legislation to provide an exemption from commercial motor carrier regulations for vehicles that occasionally transport personal property to a motorsports facility. Both bills were enacted into law.

The Caucus

Mickey Andrade, 34 Years Old
Marketing/Motorsports Manager – HRE Wheels; YEN Member

About Mickey
Mickey Andrade started out as an enthusiast, growing up in the suburbs of Akron, Ohio building models and collecting die cast cars. Andrade started saving for his first car at 15, bought it at 16 and began modifying it almost immediately. He read the car magazines and dreamed about future projects, but it wasn’t until he took a job in college at a sign shop that his future began to take shape.

After seeing his skill at designing graphics for customer cars, the owner of the business bought an old box truck and they turned it into a mobile vinyl graphics studio. Andrade would travel to local car dealerships and stereo shops, where he would design, cut and apply graphics and pinstripes to cars for customers. As a result, his work was noticed and he was eventually offered a job at famous Modern Image Signworks in Huntington Beach, California—a long way from Ohio and the epicenter of the booming import scene in the ’90s.

Eventually Andrade worked his way up to Supervisor of Motorsports at Falken Tire. Working hand-in-hand with drivers and team owners in the most youth-oriented motorsports series, Andrade developed a keen sense of what young enthusiasts are drawn to. He eventually moved on to a position at industry icon HRE Performance Wheels, where he now co-manages the marketing department and runs HRE’s motorsports initiatives. His current car collection is packed with highly modified imports, including a ’87 AE86 Corolla GT-S, an award-winning ’94 Nissan S13.4 240SX Convertible, an S14 Coupe and a ’93 Civic SiR-S.

When did it occur to you that working in the automotive industry could be a career?
The realization hit me in 2001 when a good friend of mine who was to attend the Nopi Nationals show in Atlanta called me. Intrax suspension was going to use his AWD Mitsubishi Eclipse in their booth as a display car, and as it turned out, he ended up having to cancel at the last minute. In an effort to make good with Intrax, he called to see if I could attend with my ’99 Honda Civic Si. Being from Ohio, this was a huge honor to be invited to represent a Southern California-based company. I caravanned on the Super Street tour and met a ton of sport-compact industry icons, such as Christian Rado, Stephan Papadakis, Jonathon Wong, Carter Jung, John Naderi, etc. It was then I knew I had to make a move. For me, it was a relocation to Southern California.

Where is the auto aftermarket going? Who is the new target customer?
In general I see the market from HRE's perspective. The target market for HRE is and always will be individuals of means—typically older collectors and enthusiasts who want to put wheels on their cars to set them apart from their neighbors and friends.

But, as an enthusiast, I believe the market is moving towards racing-oriented products. Many of the late-model show cars I look at today are incorporating more and more race technology, which I absolutely love. And the target customer to me will always be 18–35-year-old men. These are the people that have the desire and disposable income to modify their cars. So in that sense, the core aftermarket target customer has never changed—there are just new targets to identify for companies that operate on the fringe of what we call “the aftermarket,” such as HRE—which we consider more of a luxury goods brand than a parts company.

What types of motorsport do you think are the up-and-coming outlets for aftermarket companies?
On- and off-road timed racing events and drifting are hugely popular with the 18–35 male target and generally offer a good bang for the marketing dollar for companies large or small. The larger venues and wheel-to-wheel racing series are becoming cost prohibitive for many smaller companies, but the timed events, such as the standing mile races offer a lot of value as they haven’t become completely mainstream yet. They are action-packed and often draw really wild exotic cars.

How do you use your relationships with motorsports teams and sanctioning bodies to talk to potential customers?
Involvement with race teams and sanctioning bodies has helped me reach potential customers by showing what our products are capable of in the most extreme conditions imaginable. By exposing those strengths, you are building brand credibility. But, you cannot rely on the teams or sanctioning bodies solely to do your advertising for you. It is imperative that you have a strategy to support your race teams and promote the sanctioning bodies you work with as a marketing partner. Close the loop by showing your support of their programs. There are many ways of doing this and currently social media is very strong. By supporting these teams and series you are basically adding credibility to their programs and picking up their supporters along the way.

You like to leverage newer types of competition: Formula D, Time Attack, World Challenge, etc. How do they compare to the established series like NASCAR, INDY and NHRA?
The nice thing about the newer types of competition is that they are typically a little more edgy marketing wise and draw a demographic that is more youth oriented. NASCAR, INDY and NHRA all have solid fan bases but they are predictable and the events are typically out of reach financially for most small companies. The newer events are more reasonably priced and, although they don't garner the TV time and household notoriety that the more well-known series can, they also offer tremendous value. As the visibility goes up, so do the marketing dollars required to reach your audience. Despite never having a strong television package, I believe Formula Drift has done a good job offering its supporters fantastic marketing opportunities.

What is the future of Formula Drift and Time Attack? Will they keep growing? Also, who is their typical fan?
I believe the future for these particular motorsports is bright. As long as the sanctioning bodies do a good job of running, promoting, and supporting the competitors they will continue to grow. Some of the motorsports are more participation based and are tough to watch. Others are very fan friendly and super exciting. Those that captivate their audience will prosper. Streaming online video is a great new medium for all motorsports and I hope it helps both series grow and expand. I know many fans tell me they camp out at work or home with a laptop watching streaming video feeds of these races around the world – that wasn’t possible a few years ago. And every car has somebody’s logo on the door.

What other forms of motorsports do you think are up-and-comers? Why?
For me the most exciting up-and-coming motorsport is Rally Cross. I attended the event at Irwindale Speedway earlier this year and was completely captivated. If you have the proper product and budget seek out a team and support them. The TV package is good and racing action is great. This is the first motorsport that really bridges the gap between X-Games type competition and racing, and it will become a huge draw, I’m sure of it. It also utilizes cars that look like the vehicles young enthusiasts are actually buying and can afford—unlike NASCAR, which has become completely homogenized.

What can a young business owner do to get involved in motorsports marketing?
By entering into motorsports you open yourself up to risk. As evident, motorsports are very hard on equipment. If you've determined that your product is capable of the abuse, you should begin to build relationships with a team that fits your marketing strategy. Understanding their needs, realistic quantity of product needed, and level of on-site support is critical. If the relationship seems beneficial to both parties then a product marketing partnership can be negotiated. Be careful; jumping into an unknown relationship without doing your homework can result in going over budget or worse, ruining a relationship you worked hard to build. Product support—providing parts at a discount or no charge—is usually the budget conscious way to get involved and make your mark in the racing community without breaking the bank.

Any other thoughts on the future of SEMA, racing, drifting and the aftermarket?
Keep supporting the teams and organizations. They drive aftermarket sales and awareness and help fuel our passions.

Mickey Andrade, 34 Years Old
Marketing/Motorsports Manager – HRE Wheels; YEN Member

About Mickey
Mickey Andrade started out as an enthusiast, growing up in the suburbs of Akron, Ohio building models and collecting die cast cars. Andrade started saving for his first car at 15, bought it at 16 and began modifying it almost immediately. He read the car magazines and dreamed about future projects, but it wasn’t until he took a job in college at a sign shop that his future began to take shape.

After seeing his skill at designing graphics for customer cars, the owner of the business bought an old box truck and they turned it into a mobile vinyl graphics studio. Andrade would travel to local car dealerships and stereo shops, where he would design, cut and apply graphics and pinstripes to cars for customers. As a result, his work was noticed and he was eventually offered a job at famous Modern Image Signworks in Huntington Beach, California—a long way from Ohio and the epicenter of the booming import scene in the ’90s.

Eventually Andrade worked his way up to Supervisor of Motorsports at Falken Tire. Working hand-in-hand with drivers and team owners in the most youth-oriented motorsports series, Andrade developed a keen sense of what young enthusiasts are drawn to. He eventually moved on to a position at industry icon HRE Performance Wheels, where he now co-manages the marketing department and runs HRE’s motorsports initiatives. His current car collection is packed with highly modified imports, including a ’87 AE86 Corolla GT-S, an award-winning ’94 Nissan S13.4 240SX Convertible, an S14 Coupe and a ’93 Civic SiR-S.

When did it occur to you that working in the automotive industry could be a career?
The realization hit me in 2001 when a good friend of mine who was to attend the Nopi Nationals show in Atlanta called me. Intrax suspension was going to use his AWD Mitsubishi Eclipse in their booth as a display car, and as it turned out, he ended up having to cancel at the last minute. In an effort to make good with Intrax, he called to see if I could attend with my ’99 Honda Civic Si. Being from Ohio, this was a huge honor to be invited to represent a Southern California-based company. I caravanned on the Super Street tour and met a ton of sport-compact industry icons, such as Christian Rado, Stephan Papadakis, Jonathon Wong, Carter Jung, John Naderi, etc. It was then I knew I had to make a move. For me, it was a relocation to Southern California.

Where is the auto aftermarket going? Who is the new target customer?
In general I see the market from HRE's perspective. The target market for HRE is and always will be individuals of means—typically older collectors and enthusiasts who want to put wheels on their cars to set them apart from their neighbors and friends.

But, as an enthusiast, I believe the market is moving towards racing-oriented products. Many of the late-model show cars I look at today are incorporating more and more race technology, which I absolutely love. And the target customer to me will always be 18–35-year-old men. These are the people that have the desire and disposable income to modify their cars. So in that sense, the core aftermarket target customer has never changed—there are just new targets to identify for companies that operate on the fringe of what we call “the aftermarket,” such as HRE—which we consider more of a luxury goods brand than a parts company.

What types of motorsport do you think are the up-and-coming outlets for aftermarket companies?
On- and off-road timed racing events and drifting are hugely popular with the 18–35 male target and generally offer a good bang for the marketing dollar for companies large or small. The larger venues and wheel-to-wheel racing series are becoming cost prohibitive for many smaller companies, but the timed events, such as the standing mile races offer a lot of value as they haven’t become completely mainstream yet. They are action-packed and often draw really wild exotic cars.

How do you use your relationships with motorsports teams and sanctioning bodies to talk to potential customers?
Involvement with race teams and sanctioning bodies has helped me reach potential customers by showing what our products are capable of in the most extreme conditions imaginable. By exposing those strengths, you are building brand credibility. But, you cannot rely on the teams or sanctioning bodies solely to do your advertising for you. It is imperative that you have a strategy to support your race teams and promote the sanctioning bodies you work with as a marketing partner. Close the loop by showing your support of their programs. There are many ways of doing this and currently social media is very strong. By supporting these teams and series you are basically adding credibility to their programs and picking up their supporters along the way.

You like to leverage newer types of competition: Formula D, Time Attack, World Challenge, etc. How do they compare to the established series like NASCAR, INDY and NHRA?
The nice thing about the newer types of competition is that they are typically a little more edgy marketing wise and draw a demographic that is more youth oriented. NASCAR, INDY and NHRA all have solid fan bases but they are predictable and the events are typically out of reach financially for most small companies. The newer events are more reasonably priced and, although they don't garner the TV time and household notoriety that the more well-known series can, they also offer tremendous value. As the visibility goes up, so do the marketing dollars required to reach your audience. Despite never having a strong television package, I believe Formula Drift has done a good job offering its supporters fantastic marketing opportunities.

What is the future of Formula Drift and Time Attack? Will they keep growing? Also, who is their typical fan?
I believe the future for these particular motorsports is bright. As long as the sanctioning bodies do a good job of running, promoting, and supporting the competitors they will continue to grow. Some of the motorsports are more participation based and are tough to watch. Others are very fan friendly and super exciting. Those that captivate their audience will prosper. Streaming online video is a great new medium for all motorsports and I hope it helps both series grow and expand. I know many fans tell me they camp out at work or home with a laptop watching streaming video feeds of these races around the world – that wasn’t possible a few years ago. And every car has somebody’s logo on the door.

What other forms of motorsports do you think are up-and-comers? Why?
For me the most exciting up-and-coming motorsport is Rally Cross. I attended the event at Irwindale Speedway earlier this year and was completely captivated. If you have the proper product and budget seek out a team and support them. The TV package is good and racing action is great. This is the first motorsport that really bridges the gap between X-Games type competition and racing, and it will become a huge draw, I’m sure of it. It also utilizes cars that look like the vehicles young enthusiasts are actually buying and can afford—unlike NASCAR, which has become completely homogenized.

What can a young business owner do to get involved in motorsports marketing?
By entering into motorsports you open yourself up to risk. As evident, motorsports are very hard on equipment. If you've determined that your product is capable of the abuse, you should begin to build relationships with a team that fits your marketing strategy. Understanding their needs, realistic quantity of product needed, and level of on-site support is critical. If the relationship seems beneficial to both parties then a product marketing partnership can be negotiated. Be careful; jumping into an unknown relationship without doing your homework can result in going over budget or worse, ruining a relationship you worked hard to build. Product support—providing parts at a discount or no charge—is usually the budget conscious way to get involved and make your mark in the racing community without breaking the bank.

Any other thoughts on the future of SEMA, racing, drifting and the aftermarket?
Keep supporting the teams and organizations. They drive aftermarket sales and awareness and help fuel our passions.

	This year's New Products Showcase, themed "Ideas Alive," includes a bigger and more comprehensive display and a larger area in the upper level of the South Hall.

SEMA Show exhibitors can gain additional exposure for their products at the SEMA Show by taking advantage of the Featured Product category in the Show's New Products Showcase. Companies can enter any product—new or otherwise—as a Featured Product to display in the showcase. For added value, whether an entry is a New Product or a Featured Product, the first entry is free.

While Featured Products are not eligible for judging for the 2012 New Product Awards, the additional exposure will help exhibitors catch the eye of thousands buyers as well as the automotive media attending the Show.

This year's New Products Showcase is themed "Ideas Alive" and has been upgraded with several features in addition to the Featured Products component, including a bigger and more comprehensive display and a larger area in the upper level of the South Hall. 

“The combination of New Products and Featured Products under the Ideas Alive umbrella really makes this area of the show the most efficient way to see the latest trends and best products in the industry today," said SEMA's Trade Shows Director Tom Gattuso. "We have set up an environment to capture the best of the best and the newest of the new.  When you couple that with the fact that this is the area of the show the buyers and the media want to see the most, it makes it a win-win for everyone.”

The Featured Products will use the same bar code scanner technology that has been a trademark benefit to this section so anyone requesting information may do so automatically. In addition, to accommodate its growing size, the 2011 SEMA Show New Products Showcase is now located in the East end of Upper South Hall, next to the Truck, SUV & Off Road and the Powersports & Utility sections.

Exhibitors: To enter your product into the 2011 SEMA Show New Products Showcase use the New Products Showcase link in the Exhibitor Manual.

Attendees: Register for the Show at www.SEMAShow.com.

	This year's New Products Showcase, themed "Ideas Alive," includes a bigger and more comprehensive display and a larger area in the upper level of the South Hall.

SEMA Show exhibitors can gain additional exposure for their products at the SEMA Show by taking advantage of the Featured Product category in the Show's New Products Showcase. Companies can enter any product—new or otherwise—as a Featured Product to display in the showcase. For added value, whether an entry is a New Product or a Featured Product, the first entry is free.

While Featured Products are not eligible for judging for the 2012 New Product Awards, the additional exposure will help exhibitors catch the eye of thousands buyers as well as the automotive media attending the Show.

This year's New Products Showcase is themed "Ideas Alive" and has been upgraded with several features in addition to the Featured Products component, including a bigger and more comprehensive display and a larger area in the upper level of the South Hall. 

“The combination of New Products and Featured Products under the Ideas Alive umbrella really makes this area of the show the most efficient way to see the latest trends and best products in the industry today," said SEMA's Trade Shows Director Tom Gattuso. "We have set up an environment to capture the best of the best and the newest of the new.  When you couple that with the fact that this is the area of the show the buyers and the media want to see the most, it makes it a win-win for everyone.”

The Featured Products will use the same bar code scanner technology that has been a trademark benefit to this section so anyone requesting information may do so automatically. In addition, to accommodate its growing size, the 2011 SEMA Show New Products Showcase is now located in the East end of Upper South Hall, next to the Truck, SUV & Off Road and the Powersports & Utility sections.

Exhibitors: To enter your product into the 2011 SEMA Show New Products Showcase use the New Products Showcase link in the Exhibitor Manual.

Attendees: Register for the Show at www.SEMAShow.com.

	This year's New Products Showcase, themed "Ideas Alive," includes a bigger and more comprehensive display and a larger area in the upper level of the South Hall.

SEMA Show exhibitors can gain additional exposure for their products at the SEMA Show by taking advantage of the Featured Product category in the Show's New Products Showcase. Companies can enter any product—new or otherwise—as a Featured Product to display in the showcase. For added value, whether an entry is a New Product or a Featured Product, the first entry is free.

While Featured Products are not eligible for judging for the 2012 New Product Awards, the additional exposure will help exhibitors catch the eye of thousands buyers as well as the automotive media attending the Show.

This year's New Products Showcase is themed "Ideas Alive" and has been upgraded with several features in addition to the Featured Products component, including a bigger and more comprehensive display and a larger area in the upper level of the South Hall. 

“The combination of New Products and Featured Products under the Ideas Alive umbrella really makes this area of the show the most efficient way to see the latest trends and best products in the industry today," said SEMA's Trade Shows Director Tom Gattuso. "We have set up an environment to capture the best of the best and the newest of the new.  When you couple that with the fact that this is the area of the show the buyers and the media want to see the most, it makes it a win-win for everyone.”

The Featured Products will use the same bar code scanner technology that has been a trademark benefit to this section so anyone requesting information may do so automatically. In addition, to accommodate its growing size, the 2011 SEMA Show New Products Showcase is now located in the East end of Upper South Hall, next to the Truck, SUV & Off Road and the Powersports & Utility sections.

Exhibitors: To enter your product into the 2011 SEMA Show New Products Showcase use the New Products Showcase link in the Exhibitor Manual.

Attendees: Register for the Show at www.SEMAShow.com.

	This year's New Products Showcase, themed "Ideas Alive," includes a bigger and more comprehensive display and a larger area in the upper level of the South Hall.

SEMA Show exhibitors can gain additional exposure for their products at the SEMA Show by taking advantage of the Featured Product category in the Show's New Products Showcase. Companies can enter any product—new or otherwise—as a Featured Product to display in the showcase. For added value, whether an entry is a New Product or a Featured Product, the first entry is free.

While Featured Products are not eligible for judging for the 2012 New Product Awards, the additional exposure will help exhibitors catch the eye of thousands buyers as well as the automotive media attending the Show.

This year's New Products Showcase is themed "Ideas Alive" and has been upgraded with several features in addition to the Featured Products component, including a bigger and more comprehensive display and a larger area in the upper level of the South Hall. 

“The combination of New Products and Featured Products under the Ideas Alive umbrella really makes this area of the show the most efficient way to see the latest trends and best products in the industry today," said SEMA's Trade Shows Director Tom Gattuso. "We have set up an environment to capture the best of the best and the newest of the new.  When you couple that with the fact that this is the area of the show the buyers and the media want to see the most, it makes it a win-win for everyone.”

The Featured Products will use the same bar code scanner technology that has been a trademark benefit to this section so anyone requesting information may do so automatically. In addition, to accommodate its growing size, the 2011 SEMA Show New Products Showcase is now located in the East end of Upper South Hall, next to the Truck, SUV & Off Road and the Powersports & Utility sections.

Exhibitors: To enter your product into the 2011 SEMA Show New Products Showcase use the New Products Showcase link in the Exhibitor Manual.

Attendees: Register for the Show at www.SEMAShow.com.

	This year's New Products Showcase, themed "Ideas Alive," includes a bigger and more comprehensive display and a larger area in the upper level of the South Hall.

SEMA Show exhibitors can gain additional exposure for their products at the SEMA Show by taking advantage of the Featured Product category in the Show's New Products Showcase. Companies can enter any product—new or otherwise—as a Featured Product to display in the showcase. For added value, whether an entry is a New Product or a Featured Product, the first entry is free.

While Featured Products are not eligible for judging for the 2012 New Product Awards, the additional exposure will help exhibitors catch the eye of thousands buyers as well as the automotive media attending the Show.

This year's New Products Showcase is themed "Ideas Alive" and has been upgraded with several features in addition to the Featured Products component, including a bigger and more comprehensive display and a larger area in the upper level of the South Hall. 

“The combination of New Products and Featured Products under the Ideas Alive umbrella really makes this area of the show the most efficient way to see the latest trends and best products in the industry today," said SEMA's Trade Shows Director Tom Gattuso. "We have set up an environment to capture the best of the best and the newest of the new.  When you couple that with the fact that this is the area of the show the buyers and the media want to see the most, it makes it a win-win for everyone.”

The Featured Products will use the same bar code scanner technology that has been a trademark benefit to this section so anyone requesting information may do so automatically. In addition, to accommodate its growing size, the 2011 SEMA Show New Products Showcase is now located in the East end of Upper South Hall, next to the Truck, SUV & Off Road and the Powersports & Utility sections.

Exhibitors: To enter your product into the 2011 SEMA Show New Products Showcase use the New Products Showcase link in the Exhibitor Manual.

Attendees: Register for the Show at www.SEMAShow.com.

	This year's New Products Showcase, themed "Ideas Alive," includes a bigger and more comprehensive display and a larger area in the upper level of the South Hall.

SEMA Show exhibitors can gain additional exposure for their products at the SEMA Show by taking advantage of the Featured Product category in the Show's New Products Showcase. Companies can enter any product—new or otherwise—as a Featured Product to display in the showcase. For added value, whether an entry is a New Product or a Featured Product, the first entry is free.

While Featured Products are not eligible for judging for the 2012 New Product Awards, the additional exposure will help exhibitors catch the eye of thousands buyers as well as the automotive media attending the Show.

This year's New Products Showcase is themed "Ideas Alive" and has been upgraded with several features in addition to the Featured Products component, including a bigger and more comprehensive display and a larger area in the upper level of the South Hall. 

“The combination of New Products and Featured Products under the Ideas Alive umbrella really makes this area of the show the most efficient way to see the latest trends and best products in the industry today," said SEMA's Trade Shows Director Tom Gattuso. "We have set up an environment to capture the best of the best and the newest of the new.  When you couple that with the fact that this is the area of the show the buyers and the media want to see the most, it makes it a win-win for everyone.”

The Featured Products will use the same bar code scanner technology that has been a trademark benefit to this section so anyone requesting information may do so automatically. In addition, to accommodate its growing size, the 2011 SEMA Show New Products Showcase is now located in the East end of Upper South Hall, next to the Truck, SUV & Off Road and the Powersports & Utility sections.

Exhibitors: To enter your product into the 2011 SEMA Show New Products Showcase use the New Products Showcase link in the Exhibitor Manual.

Attendees: Register for the Show at www.SEMAShow.com.