News | Specialty Equipment Market Association (SEMA)

SEMA Webinar: Profit-Boosting Sales Strategies That Customers Love, Competitors Envy

Wed, 12/01/2010 - 10:32

Chuck Udell, senior partner with the Essential Action Design Group, will present the session, “Sales Strategy: Creating Your Competitive Advantage,” on Thursday, December 9.

It’s a tough marketplace, and every sale counts. How do you gain a competitive advantage? One important component is your sales strategy. SEMA will conduct an informative webinar session that will explore the anatomy of a sale and specific actions you can take to improve and measure your sales process. Whether your company has a defined sales strategy or you want to develop an improved process, this session is for you.

Chuck Udell, senior partner with the Essential Action Design Group, will present the session, “Sales Strategy: Creating Your Competitive Advantage,” on Thursday, December 9. An industry veteran, Udell is the former president of University of the Aftermarket (of Northwood University), and was responsible for working with a team of key industry leaders to develop Leadership 2010, the University of the Aftermarket’s Executive Development Program. His webinar presentation will include:

How to differentiate your company, your products and your services.
How to determine opportunities to add value to your customer’s business—the internal and external obstacles to this process and how to steer around them.
Implementing your competitive position to produce results and customer loyalty.
How to ensure financial return of expectations using best practices and case-based approaches to avoid the “no-profit zone.”
Discuss the “clarity of measurement.”

An effective sales strategy is a powerful change tool that creates a competitive advantage and delivers improved business results. Join Udell on Thursday, December 9, from 10:00 a.m.–11:00 a.m. (PST), as he conducts this informative session.

This webinar is powered by the SEMA Manufacturers' Rep Council (MRC). Participate live or download the webinar when it’s convenient. And remember: SEMA webinars are free to SEMA members and only $29 for non-members.

Follow this link for more information on this webinar and to register.

For more information on the SEMA Webinar Program and to view a list of all upcoming SEMA webinars, go to www.sema.org/webinars.

Good Product Information = Sales!

Wed, 12/01/2010 - 08:58

SEMA News - December 2010

Get Your Product Information Properly Formatted

By Steve Campbell

	If properly managed and maintained, electronic data systems can eliminate ordering errors and returns and increase bottom-line profits. The key is to use standardized data that allows the computer systems of all participants—manufacturers, distributors and jobbers/retailers—to read and recognize product information.

This series of SEMA News stories is based on the idea of using reliable and repeatable methods to ensure business success. In coming issues, we will delve into a range of topics aimed at developing Best Practices through knowledge, motivation and skills.

Electronic cataloging and inventory controls have revolutionized the way business partners communicate with one another and how they provide information to consumers. The Internet is an incredibly efficient way for end users to find products, educate themselves about product benefits and specifications, and find the best retail option available. If properly managed and maintained, electronic product information systems can reduce ordering errors and returns and increase bottom-line profits. The key is to put product data into an industry-standard format that allows the computer systems of all participants—manufacturers, distributors and jobber/retailers—to read and recognize product information. That includes everything from part numbers and pricing to descriptions and dimensions.

“Data standards consist of two segments,” said Scott O’Toole, principal and founder of RPM Data Services and a member of the SEMA Business Technology Committee (BTC). “The first, called product information exchange standards or PIES, is information that is needed to buy, sell and market products, and the second, called AAIA catalog enhanced standard or ACES, is fitment data used to find a part for a specific vehicle. Since many of the products in the specialty-equipment industry are universal parts and have no fitment data, the BTC recommends that manufacturers concentrate initially on their PIES data. You cannot sell parts using ACES alone. PIES needs to come first.”

SEMA and the Automotive Warehouse Distributors Association (AWDA) have published a list of the 60 most-desired fields of product information that all manufacturers should provide to their distribution and sales partners. Information about the
recommendations can be found on the AWDA website.

	The SEMA PIES Training Template includes information that manufacturers may use to familiarize themselves with the PIES field names, language restrictions and information that should be included in each field.

SEMA also provides a PIES Training Template found on the association’s website here. The template includes information that manufacturers may use to familiarize themselves with the PIES field names, language restrictions and the information that should be included in each field. The PIES and ACES data standards outline the type and structure of information to be shared, but they also include delivery standards—how that data should be transmitted. Both are meant to be delivered as extensible markup language (XML) documents, which are similar to hypertext markup language (HTML), the principle language used to create webpages. To get an idea of what it looks like, open a webpage and then click on “Source” under the browser’s “View” menu. You’ll find that the language is quite complex. That’s why many manufacturers opt to use a flat file—a simple text-only file with no formatting, such as italics, boldface or colors—to transmit their data. Such files should be created using ASCII text with the fields separated by a “pipe” symbol (|) rather than commas, since commas may also be used grammatically in product descriptions. The other option is to contact one of the technology companies or data services listed on www.SEMA.org/btc or to acquire specialized software also available through these resources. In any case, it’s best not to use Word or PDF documents, which can inadvertently include embedded formatting.

Undoubtedly, the most difficult part of the entire process is assembling all of the data needed to populate even those 60 basic data fields.

“First, take inventory of where different information about a part is stored,” advised Gigi Ho, founder of Digital Performance Inc. and also a member of the BTC. “Engineering may have specifications; sales and marketing probably has descriptions and pricing; and shipping may have weights and dimensions. Once you know where your data is, it’s easier to build a process to regularly gather it into a central area where one or two people can be in charge of normalizing it
for distribution.”

Some of the information requested may seem odd or even unreasonable at first. But there are very good reasons for including it.

“There will be times when a manufacturer might question why a distributor would need a certain piece of data,” said Bob Moore, chairman of the BTC and co-owner of J&B Service. “For instance, even though a product may be made in the United States, the distributor may ship it to Canada, so country-of-origin information will be mandatory. International trade requires tariff harmonization codes, so you’ll need to put those into your electronic files for bills of lading that go into the customs format. If you make multiple applications of one type of product—brake pads, for instance—some of the same codes may apply to all of them, so you establish those once and you’re done with those fields.”

After a company has completed all of the fields for all of its products, only occasional updating may be needed, such as for pricing. And that is one of the major advantages of an industry data pool—a centralized location where manufacturer product information is collected, validated and made available to resellers.

	The BTC and the SEMA education department continually provide webinars and seminars on data standards throughout the year and especially at the SEMA Show, and the Street Performance Council puts on a Business Technology Symposium each year. SEMA is committed to providing as much guidance as possible for any company that needs assistance with data standardization.

“Once you’ve got all of your data into the standardized formats, all you have to do is send changes to the data pool,” Moore said. “The pool will update your full file, send you back a revised master file with all of the changes completed, and also send that file to anybody who’s buying from you. The key element is the ability to do a single update to a single point and communicate the update to everybody you need to in a matter of a few hours. It really is just that simple.”

O’Toole said that product data should be part of every manufacturer’s daily business practices. From product launch on, all of the elements of standardized data should be built into the production flow.

“Even information about obsolete products should be included in order to cut down on the number of unnecessary phone calls and e-mail inquiries to the factory,” he explained. “Industry best practices dictate that superseded or obsolete parts should be noted in the data file output for a minimum of five years.”

O’Toole also pointed out that both PIES and ACES are “living” standards, meaning that they can change as business needs in the marketplace evolve.

“The best way for manufacturers to keep up with these changes is to align themselves with qualified solution providers who can keep them informed of recent changes as they happen,” he said. “Some of the items currently under review are the Imaging Best Practices document, the expansion/standardization of product-specific attributes, the updating of the ‘prohibited’ character table, and expanding PIES to accommodate changes coming from NAFTA [North American Free Trade Agreement] regarding product county-of-origin declarations.”

Ho also noted that one of the original standards, the AAIA’s make/model table that was initiated in 1997, will be discontinued in 2012, so manufacturers should use the ACES standard for new products and migrate their existing make/model tables as soon as possible.

“Companies can really help each other—especially the data receivers—by using the data standards as maintained by the industry associations,” Ho said. “Modifications to the standards that might suit one receiver’s specific needs distort the standards and complicate data management for the manufacturers.”

And unwarranted complexity is the last thing any business needs when it comes to data standards. The members of the SEMA BTC understand that and are committed to providing as much help and guidance as possible for any company that needs it.

“Contact a BTC member if you need assistance,” Moore said. “We may know of a company that has gone through the same process that you’re embarking on. The BTC and SEMA education department continually provide webinars and seminars on these topics, both throughout the year and especially at the SEMA Show. These sessions are archived and available online for SEMA members. The Street Performance Council (SPC) also puts on a Business Technology Symposium each year. Don’t hesitate to call or e-mail any of us, because data standards help all of us to sell more products.”

Good Product Information = Sales!

Wed, 12/01/2010 - 08:58

SEMA News - December 2010

Get Your Product Information Properly Formatted

By Steve Campbell

	If properly managed and maintained, electronic data systems can eliminate ordering errors and returns and increase bottom-line profits. The key is to use standardized data that allows the computer systems of all participants—manufacturers, distributors and jobbers/retailers—to read and recognize product information.

This series of SEMA News stories is based on the idea of using reliable and repeatable methods to ensure business success. In coming issues, we will delve into a range of topics aimed at developing Best Practices through knowledge, motivation and skills.

Electronic cataloging and inventory controls have revolutionized the way business partners communicate with one another and how they provide information to consumers. The Internet is an incredibly efficient way for end users to find products, educate themselves about product benefits and specifications, and find the best retail option available. If properly managed and maintained, electronic product information systems can reduce ordering errors and returns and increase bottom-line profits. The key is to put product data into an industry-standard format that allows the computer systems of all participants—manufacturers, distributors and jobber/retailers—to read and recognize product information. That includes everything from part numbers and pricing to descriptions and dimensions.

“Data standards consist of two segments,” said Scott O’Toole, principal and founder of RPM Data Services and a member of the SEMA Business Technology Committee (BTC). “The first, called product information exchange standards or PIES, is information that is needed to buy, sell and market products, and the second, called AAIA catalog enhanced standard or ACES, is fitment data used to find a part for a specific vehicle. Since many of the products in the specialty-equipment industry are universal parts and have no fitment data, the BTC recommends that manufacturers concentrate initially on their PIES data. You cannot sell parts using ACES alone. PIES needs to come first.”

SEMA and the Automotive Warehouse Distributors Association (AWDA) have published a list of the 60 most-desired fields of product information that all manufacturers should provide to their distribution and sales partners. Information about the
recommendations can be found on the AWDA website.

	The SEMA PIES Training Template includes information that manufacturers may use to familiarize themselves with the PIES field names, language restrictions and information that should be included in each field.

SEMA also provides a PIES Training Template found on the association’s website here. The template includes information that manufacturers may use to familiarize themselves with the PIES field names, language restrictions and the information that should be included in each field. The PIES and ACES data standards outline the type and structure of information to be shared, but they also include delivery standards—how that data should be transmitted. Both are meant to be delivered as extensible markup language (XML) documents, which are similar to hypertext markup language (HTML), the principle language used to create webpages. To get an idea of what it looks like, open a webpage and then click on “Source” under the browser’s “View” menu. You’ll find that the language is quite complex. That’s why many manufacturers opt to use a flat file—a simple text-only file with no formatting, such as italics, boldface or colors—to transmit their data. Such files should be created using ASCII text with the fields separated by a “pipe” symbol (|) rather than commas, since commas may also be used grammatically in product descriptions. The other option is to contact one of the technology companies or data services listed on www.SEMA.org/btc or to acquire specialized software also available through these resources. In any case, it’s best not to use Word or PDF documents, which can inadvertently include embedded formatting.

Undoubtedly, the most difficult part of the entire process is assembling all of the data needed to populate even those 60 basic data fields.

“First, take inventory of where different information about a part is stored,” advised Gigi Ho, founder of Digital Performance Inc. and also a member of the BTC. “Engineering may have specifications; sales and marketing probably has descriptions and pricing; and shipping may have weights and dimensions. Once you know where your data is, it’s easier to build a process to regularly gather it into a central area where one or two people can be in charge of normalizing it
for distribution.”

Some of the information requested may seem odd or even unreasonable at first. But there are very good reasons for including it.

“There will be times when a manufacturer might question why a distributor would need a certain piece of data,” said Bob Moore, chairman of the BTC and co-owner of J&B Service. “For instance, even though a product may be made in the United States, the distributor may ship it to Canada, so country-of-origin information will be mandatory. International trade requires tariff harmonization codes, so you’ll need to put those into your electronic files for bills of lading that go into the customs format. If you make multiple applications of one type of product—brake pads, for instance—some of the same codes may apply to all of them, so you establish those once and you’re done with those fields.”

After a company has completed all of the fields for all of its products, only occasional updating may be needed, such as for pricing. And that is one of the major advantages of an industry data pool—a centralized location where manufacturer product information is collected, validated and made available to resellers.

	The BTC and the SEMA education department continually provide webinars and seminars on data standards throughout the year and especially at the SEMA Show, and the Street Performance Council puts on a Business Technology Symposium each year. SEMA is committed to providing as much guidance as possible for any company that needs assistance with data standardization.

“Once you’ve got all of your data into the standardized formats, all you have to do is send changes to the data pool,” Moore said. “The pool will update your full file, send you back a revised master file with all of the changes completed, and also send that file to anybody who’s buying from you. The key element is the ability to do a single update to a single point and communicate the update to everybody you need to in a matter of a few hours. It really is just that simple.”

O’Toole said that product data should be part of every manufacturer’s daily business practices. From product launch on, all of the elements of standardized data should be built into the production flow.

“Even information about obsolete products should be included in order to cut down on the number of unnecessary phone calls and e-mail inquiries to the factory,” he explained. “Industry best practices dictate that superseded or obsolete parts should be noted in the data file output for a minimum of five years.”

O’Toole also pointed out that both PIES and ACES are “living” standards, meaning that they can change as business needs in the marketplace evolve.

“The best way for manufacturers to keep up with these changes is to align themselves with qualified solution providers who can keep them informed of recent changes as they happen,” he said. “Some of the items currently under review are the Imaging Best Practices document, the expansion/standardization of product-specific attributes, the updating of the ‘prohibited’ character table, and expanding PIES to accommodate changes coming from NAFTA [North American Free Trade Agreement] regarding product county-of-origin declarations.”

Ho also noted that one of the original standards, the AAIA’s make/model table that was initiated in 1997, will be discontinued in 2012, so manufacturers should use the ACES standard for new products and migrate their existing make/model tables as soon as possible.

“Companies can really help each other—especially the data receivers—by using the data standards as maintained by the industry associations,” Ho said. “Modifications to the standards that might suit one receiver’s specific needs distort the standards and complicate data management for the manufacturers.”

And unwarranted complexity is the last thing any business needs when it comes to data standards. The members of the SEMA BTC understand that and are committed to providing as much help and guidance as possible for any company that needs it.

“Contact a BTC member if you need assistance,” Moore said. “We may know of a company that has gone through the same process that you’re embarking on. The BTC and SEMA education department continually provide webinars and seminars on these topics, both throughout the year and especially at the SEMA Show. These sessions are archived and available online for SEMA members. The Street Performance Council (SPC) also puts on a Business Technology Symposium each year. Don’t hesitate to call or e-mail any of us, because data standards help all of us to sell more products.”

Good Product Information = Sales!

Wed, 12/01/2010 - 08:58

SEMA News - December 2010

Get Your Product Information Properly Formatted

By Steve Campbell

	If properly managed and maintained, electronic data systems can eliminate ordering errors and returns and increase bottom-line profits. The key is to use standardized data that allows the computer systems of all participants—manufacturers, distributors and jobbers/retailers—to read and recognize product information.

This series of SEMA News stories is based on the idea of using reliable and repeatable methods to ensure business success. In coming issues, we will delve into a range of topics aimed at developing Best Practices through knowledge, motivation and skills.

Electronic cataloging and inventory controls have revolutionized the way business partners communicate with one another and how they provide information to consumers. The Internet is an incredibly efficient way for end users to find products, educate themselves about product benefits and specifications, and find the best retail option available. If properly managed and maintained, electronic product information systems can reduce ordering errors and returns and increase bottom-line profits. The key is to put product data into an industry-standard format that allows the computer systems of all participants—manufacturers, distributors and jobber/retailers—to read and recognize product information. That includes everything from part numbers and pricing to descriptions and dimensions.

“Data standards consist of two segments,” said Scott O’Toole, principal and founder of RPM Data Services and a member of the SEMA Business Technology Committee (BTC). “The first, called product information exchange standards or PIES, is information that is needed to buy, sell and market products, and the second, called AAIA catalog enhanced standard or ACES, is fitment data used to find a part for a specific vehicle. Since many of the products in the specialty-equipment industry are universal parts and have no fitment data, the BTC recommends that manufacturers concentrate initially on their PIES data. You cannot sell parts using ACES alone. PIES needs to come first.”

SEMA and the Automotive Warehouse Distributors Association (AWDA) have published a list of the 60 most-desired fields of product information that all manufacturers should provide to their distribution and sales partners. Information about the
recommendations can be found on the AWDA website.

	The SEMA PIES Training Template includes information that manufacturers may use to familiarize themselves with the PIES field names, language restrictions and information that should be included in each field.

SEMA also provides a PIES Training Template found on the association’s website here. The template includes information that manufacturers may use to familiarize themselves with the PIES field names, language restrictions and the information that should be included in each field. The PIES and ACES data standards outline the type and structure of information to be shared, but they also include delivery standards—how that data should be transmitted. Both are meant to be delivered as extensible markup language (XML) documents, which are similar to hypertext markup language (HTML), the principle language used to create webpages. To get an idea of what it looks like, open a webpage and then click on “Source” under the browser’s “View” menu. You’ll find that the language is quite complex. That’s why many manufacturers opt to use a flat file—a simple text-only file with no formatting, such as italics, boldface or colors—to transmit their data. Such files should be created using ASCII text with the fields separated by a “pipe” symbol (|) rather than commas, since commas may also be used grammatically in product descriptions. The other option is to contact one of the technology companies or data services listed on www.SEMA.org/btc or to acquire specialized software also available through these resources. In any case, it’s best not to use Word or PDF documents, which can inadvertently include embedded formatting.

Undoubtedly, the most difficult part of the entire process is assembling all of the data needed to populate even those 60 basic data fields.

“First, take inventory of where different information about a part is stored,” advised Gigi Ho, founder of Digital Performance Inc. and also a member of the BTC. “Engineering may have specifications; sales and marketing probably has descriptions and pricing; and shipping may have weights and dimensions. Once you know where your data is, it’s easier to build a process to regularly gather it into a central area where one or two people can be in charge of normalizing it
for distribution.”

Some of the information requested may seem odd or even unreasonable at first. But there are very good reasons for including it.

“There will be times when a manufacturer might question why a distributor would need a certain piece of data,” said Bob Moore, chairman of the BTC and co-owner of J&B Service. “For instance, even though a product may be made in the United States, the distributor may ship it to Canada, so country-of-origin information will be mandatory. International trade requires tariff harmonization codes, so you’ll need to put those into your electronic files for bills of lading that go into the customs format. If you make multiple applications of one type of product—brake pads, for instance—some of the same codes may apply to all of them, so you establish those once and you’re done with those fields.”

After a company has completed all of the fields for all of its products, only occasional updating may be needed, such as for pricing. And that is one of the major advantages of an industry data pool—a centralized location where manufacturer product information is collected, validated and made available to resellers.

	The BTC and the SEMA education department continually provide webinars and seminars on data standards throughout the year and especially at the SEMA Show, and the Street Performance Council puts on a Business Technology Symposium each year. SEMA is committed to providing as much guidance as possible for any company that needs assistance with data standardization.

“Once you’ve got all of your data into the standardized formats, all you have to do is send changes to the data pool,” Moore said. “The pool will update your full file, send you back a revised master file with all of the changes completed, and also send that file to anybody who’s buying from you. The key element is the ability to do a single update to a single point and communicate the update to everybody you need to in a matter of a few hours. It really is just that simple.”

O’Toole said that product data should be part of every manufacturer’s daily business practices. From product launch on, all of the elements of standardized data should be built into the production flow.

“Even information about obsolete products should be included in order to cut down on the number of unnecessary phone calls and e-mail inquiries to the factory,” he explained. “Industry best practices dictate that superseded or obsolete parts should be noted in the data file output for a minimum of five years.”

O’Toole also pointed out that both PIES and ACES are “living” standards, meaning that they can change as business needs in the marketplace evolve.

“The best way for manufacturers to keep up with these changes is to align themselves with qualified solution providers who can keep them informed of recent changes as they happen,” he said. “Some of the items currently under review are the Imaging Best Practices document, the expansion/standardization of product-specific attributes, the updating of the ‘prohibited’ character table, and expanding PIES to accommodate changes coming from NAFTA [North American Free Trade Agreement] regarding product county-of-origin declarations.”

Ho also noted that one of the original standards, the AAIA’s make/model table that was initiated in 1997, will be discontinued in 2012, so manufacturers should use the ACES standard for new products and migrate their existing make/model tables as soon as possible.

“Companies can really help each other—especially the data receivers—by using the data standards as maintained by the industry associations,” Ho said. “Modifications to the standards that might suit one receiver’s specific needs distort the standards and complicate data management for the manufacturers.”

And unwarranted complexity is the last thing any business needs when it comes to data standards. The members of the SEMA BTC understand that and are committed to providing as much help and guidance as possible for any company that needs it.

“Contact a BTC member if you need assistance,” Moore said. “We may know of a company that has gone through the same process that you’re embarking on. The BTC and SEMA education department continually provide webinars and seminars on these topics, both throughout the year and especially at the SEMA Show. These sessions are archived and available online for SEMA members. The Street Performance Council (SPC) also puts on a Business Technology Symposium each year. Don’t hesitate to call or e-mail any of us, because data standards help all of us to sell more products.”

Product Information That Sells Parts

Wed, 12/01/2010 - 08:58

SEMA News - December 2010

The SEMA Show serves as a powerful springboard that catapults the industry into the coming year. Exhibitors and attendees alike should have a full head of steam as they carry the enthusiasm generated on the Show floor back to their businesses. All of the new products and innovations discovered there can serve as an opportunity to turn positive energy and information into increased sales. In that spirit, we’ve focused this issue of SEMA News on evolving industry innovations and how they can help guide you toward improved profits.

One of the most important trends for our industry is the increased use of business technology. It is something that no company can afford to ignore as we seek to expand the market. Many business owners and company CEOs “get it.” Providing great product information online has become a critical necessity in today’s computer-connected world. If you are one of those forward-thinking industry leaders who have your company’s product data in good order, we salute your foresight. If you are not, make no mistake: this industry is changing, and so is the way trade will be conducted. Creating greater efficiency and delivering information is what technology does best. The benefits of that efficiency will evolve and increase, but the key is product information that is immediately useable by your partners and, in turn, allows your customers to understand the benefits, specifications and availability of your parts. That understanding builds desire, and desire builds sales.

It is imperative for businesses in our industry to make use of the available technology that helps increase efficiency, customer service and success in marketing our products. Electronic product information—that oft-cursed “data”—is the stuff that builds today’s catalogs, webpages and smart phone eCommerce messages. It’s what allows today’s counterman to look up products and make a sale to an increasingly savvy customer, and it’s what allows a warehouse distributor to avoid unnecessary telephone calls to quickly and correctly answer the ones that do come in and ensure that inventory is where it ought to be. So if the word “data” dulls your senses, if ACES and PIES sound like alphabet soup with no relevance to your company, I urge you to read two of the stories in this issue: “A Few Words With Bob Moore”, and “Good Product Information = Sales!". They may provide the wake-up call you need to help your company survive as information becomes king and commerce continues to go electronic.

If you’re interested in more about data standards and the importance of an industry data pool to support supply-chain transactions and marketing to the consumer, please visit the Business Technology Committee webpages and also take advantage of the association’s webinars—free to members—which are archived on the SEMA website here. You’ll find a full range of materials that will aid every company in every step on the path to developing clean and complete product data that sells parts.

One of the most important trends for our industry is the increased use of business technology. It is something that no company can afford to ignore as we seek to expand the market.

—Chris Kersting, SEMA President and CEO

Product Information That Sells Parts

Wed, 12/01/2010 - 08:58

SEMA News - December 2010

The SEMA Show serves as a powerful springboard that catapults the industry into the coming year. Exhibitors and attendees alike should have a full head of steam as they carry the enthusiasm generated on the Show floor back to their businesses. All of the new products and innovations discovered there can serve as an opportunity to turn positive energy and information into increased sales. In that spirit, we’ve focused this issue of SEMA News on evolving industry innovations and how they can help guide you toward improved profits.

One of the most important trends for our industry is the increased use of business technology. It is something that no company can afford to ignore as we seek to expand the market. Many business owners and company CEOs “get it.” Providing great product information online has become a critical necessity in today’s computer-connected world. If you are one of those forward-thinking industry leaders who have your company’s product data in good order, we salute your foresight. If you are not, make no mistake: this industry is changing, and so is the way trade will be conducted. Creating greater efficiency and delivering information is what technology does best. The benefits of that efficiency will evolve and increase, but the key is product information that is immediately useable by your partners and, in turn, allows your customers to understand the benefits, specifications and availability of your parts. That understanding builds desire, and desire builds sales.

It is imperative for businesses in our industry to make use of the available technology that helps increase efficiency, customer service and success in marketing our products. Electronic product information—that oft-cursed “data”—is the stuff that builds today’s catalogs, webpages and smart phone eCommerce messages. It’s what allows today’s counterman to look up products and make a sale to an increasingly savvy customer, and it’s what allows a warehouse distributor to avoid unnecessary telephone calls to quickly and correctly answer the ones that do come in and ensure that inventory is where it ought to be. So if the word “data” dulls your senses, if ACES and PIES sound like alphabet soup with no relevance to your company, I urge you to read two of the stories in this issue: “A Few Words With Bob Moore”, and “Good Product Information = Sales!". They may provide the wake-up call you need to help your company survive as information becomes king and commerce continues to go electronic.

If you’re interested in more about data standards and the importance of an industry data pool to support supply-chain transactions and marketing to the consumer, please visit the Business Technology Committee webpages and also take advantage of the association’s webinars—free to members—which are archived on the SEMA website here. You’ll find a full range of materials that will aid every company in every step on the path to developing clean and complete product data that sells parts.

One of the most important trends for our industry is the increased use of business technology. It is something that no company can afford to ignore as we seek to expand the market.

—Chris Kersting, SEMA President and CEO

Mr. Stock Eliminator, 1960

Wed, 12/01/2010 - 08:58

SEMA News - December 2010

By Drew Hardin

Photo Courtesy Source Interlink Media Archives

It was no accident that the NHRA brought the U.S. Nationals to Detroit in 1959. The Big Three were engaged in a growing horsepower war, and hot rodders were enjoying the spoils of that war, turning Detroit’s big-inch, multi-carbed mills into quarter-mile terrors. Wally Parks, who at the time was both editor of Hot Rod magazine and president of the NHRA, felt that there would be no better way to demonstrate the popularity of drag racing to the members of the Motown establishment than to have this national meet in their backyard.

The race drew 80,000 people to Detroit Dragway, including, as Parks had hoped, scores of GM, Ford and Chrysler executives. “Never before had so much high-level attention been focused on the drags,” Parks wrote. “Top leaders in the auto industry stood shaking their heads, some stating, ‘I’d never have believed it if I hadn’t seen it!’ Not only impressed by types and performance of the vehicles, and the obvious investment in time and money, they were even more amazed at the hardworking, dedicated enthusiasm of the contestants.”

The Nationals returned to Detroit in 1960 to cement the image of this burgeoning performance market in the minds of the automakers. In fact, many automotive historians believe the seeds for the entire musclecar movement were planted during the two years the NHRA staged its Nationals in Detroit.

Among the most popular racing classes—and certainly the ones the OEs could relate to most—were the Stock racers, cars that literally embodied the “win on Sunday, sell on Monday” ethic.

Staging the 1960 Stock Eliminator run-off was “perhaps one of the most impressive sights ever seen at a Nationals,” said Hot Rod in its December 1960 coverage of the event. “A thrill of excitement and expectation ran through the crowd, for it was evident that here were some races to see. And races they were! When the final flag went up, it pulled two ’60 Pontiacs out of the chute on a dash for pay dirt. The Chrondek timers were stopped by Jim Wangers of Detroit in 14.15 seconds to register the win and title of Mr. Stock Eliminator. The Mallory Electric Corp. provided the beautiful trophy presented to Wangers for his win.”

Yes, that would be the same Jim Wangers who, working for Pontiac’s ad agency, helped to shape the brand’s performance image and launch the GTO, the Judge and the first-generation Firebirds.

Media Registration Open for MPMC Media Trade Conference

Wed, 12/01/2010 - 08:58

SEMA News - December 2010

	Media registration for the Motorsports Parts Manufacturers Council Media Trade Conference is open and available online.

Media registration for the MPMC Media Trade Conference to be held January 25–27, 2011, in El Segundo, California, is open and available online at www.SEMA.org.

To register for the conference, which is free and includes lunch each day, visit the SEMA website, click on the “Media Trade Conference” link under the “Events” heading and use the “Register Now” link.

The annual conference features members of SEMA’s Motorsports Parts Manufacturers Council (MPMC). It brings together editorial staff from around the world with the industry’s top performance parts producers for 30-minute, face-to-face meetings.

Media representatives can build new relationships, flesh out editorial calendars and get a first-hand look at technical and new-product material.

More information on the MPMC Media Trade Conference is available by contacting Jim Skelly at jimsk@sema.org.

For additional information regarding press registration, contact Della Domingo at dellad@sema.org.

Wheel & Tire Council Conference and Product Showcase

	The WTC Conference and Product Showcase includes panel discussions as well as an exhibit area where companies can display their latest products.

Members of the wheel and tire industry are invited to join the Wheel & Tire Council (WTC) for its inaugural WTC Conference and Product Showcase.

The event’s three panel discussions will focus on best practices to help businesses increase sales and drive traffic, and the product showcase provides an exhibit area for new products where companies can garner valuable feedback prior to going to market.

The conference is set for Wednesday, February 9, 2011, at SEMA’s headquarters in Diamond Bar, California. It will be anchored by the WTC Long-Range Planning meeting—a critical council planning session that sets the agenda for the group’s activities for the year.

The WTC invites wheel and tire professionals to get involved and participate in the meeting by providing concerns and feedback to help determine the direction of the group and its impact on the industry.

For more information on the event, a breakdown of the day’s agenda or to register as an attendee or exhibitor, visit here.

Learn more about the WTC here.

Restyler Training: Sharper Skills for the Showroom and the Bay

	The Technical Skills & Training Conference delivers the tools to help restylers hone their installation and sales skills.

SEMA’s Professional Restylers Organization (PRO) teamed with the WyoTech campus at Blairsville, Pennsylvania, to provide restyling businesses with the tools needed to excel and succeed through the Technical Skills & Training Conference (TSTC). Set for March 28, 2011, from 7:30 a.m.–7:30 p.m., the TSTC features installation workshops, sales-training sessions and hands-on demos to help ensure that your business is firing on all cylinders in the showroom and in the installation bay.

Restylers will gather information that can be used immediately—whether it’s uncovering cross-marketing opportunities, boosting profits through new products or putting to use tactics gleamed from industry insiders.

Participants will also meet and mix with restyling industry leaders during the day and can catch up and socialize with colleagues and peers through the TSTC’s evening reception.

Visit here for complete details on the event and to register. The cost for PRO members is $25 for the first attendee and $15 for each additional attendee per company. For non-PRO members, the cost is $50 for the first attendee and $30 for each additional attendee per company.

Learn how PRO can benefit your restyling business here.

Get Your Website Revved Up for 2011

	Downloadable sessions that deliver technical and practical strategies for enhancing the effectiveness of websites are available through the SEMA webinar program.

SEMA members looking to get more out of their websites are encouraged to access the professional insight delivered through SEMA’s webinar program. There are sessions available that provide technical and practical strategies that can be immediately put to use.

Looking for assistance on how to measure the effectiveness of your current website? Check out the webinar “5 Tips to Improve Your Website Now” to identify whether customers are finding what they need on your website, how your site is performing and what you can do to make improvements.

If reaching more customers is one of your site’s goals, download “Connect With Customers on Blogs: What You Need to Know” to learn how to use blogs to generate buzz and build brand loyalty.

One of the most enticing factors of SEMA’s webinar program is that it’s free. Whether you are attending a webinar live or downloading a previously conducted session, members can do so free of charge.

In addition to Internet- and website-related sessions, the program features a wealth of sessions in several categories, including marketing and advertising, sales, international and legal and customer service.

Get started here.

Fast Facts

Classic Design Concepts appointed Bill North vice president of business development. North is responsible for day-to-day operations, new-business development and corporate programs. North previously held several positions with Webasto, including national sales manager and business development manager. Classic Design Concepts, Novi, MI; 866/624-7997.

Pecca Leather announced that it has relocated to expanded facilities in Downey, California. The new 10,060-sq.-ft. headquarters consists of enlarged office space housing administrative and sales staff as well as 9,000 sq. ft.
dedicated to warehousing inventory and a newly created cut-and-sew operation. According to Jeff Cater, vice president of sales and marketing, these new features enable Pecca to more quickly prototype and design leather kits for new-model vehicles and provide superior custom capabilities. Pecca Leather, Norwalk, CA; 562/623-0781.

	Alex Tanish

Parts Unlimited Inc. (PUI) hired Alex Tainsh as executive vice president. Tainsh is a 28-year industry veteran and founding member of the Automotive Restoration Market Organization (ARMO). He is currently serving as the ARMO chair-elect. For the past 13 years, Tainsh has worked with TrimParts and SoffSeal. Parts Unlimited, La Grange, KY; 800/342-0610. At the ASA Tire Systems’ InfoExpo user conference in Dallas, ASA customers met with experts, enthusiasts, business leaders and innovators from the tire industry to network and learn more about the technology used in their tire dealer businesses. The event included 100 attendees, 15 exhibits and special networking and social events. ASA Tire, Merrimack, NH; 603/889-8700.

Dr. Hans-Joachim Schöpf and Barry Huff were named to the board of directors at Fisker Automotive. Dr. Schöpf has an automotive career spanning 38 years. He held critical positions at Mercedes-Benz, including executive vice president and member of the board of Mercedes Car Group, with links to Chrysler, Mitsubishi and McLaren. Huff has four decades of international financial experience, which includes serving as Deloitte LLP’s vice chairman from 1995–2008.

	Krissy MacLauchlan

BedSlide, a brand of Tākit, named Krissy MacLauchlan key account manager. The company reported that she will work with larger accounts to spearhead initiatives and projects, while continuing to focus on new product lines. “There are often many hats to wear when servicing clients,” MacLauchlan said. “I am very much looking forward to being on the team here. It’s a team effort with the goal of exceptional customer care that makes a company stand out.” BedSlide, Medford, OR; 888/807-0099.

Meyer Distributing Inc. added a new cross-dock location in Detroit that provides route delivery to the Detroit metro area, Toledo, Ann Arbor, Lansing and Flint as well as provision shipments to Toronto, Ontario, Canada. In addition, Meyer announced that its 2011 eMeyer Mega Show will be held February 21–March 18, 2011. eMeyer is a virtual trade show that spans four weeks and allows retailers nationwide to participate without the costs of travel and time away from the office. Meyer Distributing, Jasper, IN; 800/MEYERUSA.

Douglas Romstadt was appointed president of Ken-Tool. Romstadt succeeds Alec Pendleton, who will continue with Ken-Tool as chairman. Romstadt joined Ken-Tool in March 2004, serving as the company’s comptroller. “It is a great honor and opportunity to lead Ken-Tool into the future,” Romstadt said. “I have major shoes to fill, following in the tracks of previous leaders like Scott Meyer and Alec Pendleton.”

Shawn Raines was named sales and viral marketing manager for Fidanza Engineering Corp. Raines was a sales associate prior to assuming his new position. He has been with Fidanza for more than four years, maintaining an active lifestyle in the enthusiast and auto racing scenes. “We’re enthusiastic to have Shawn move into this position,” said Fidanza President Jeff Jenkins. “We wanted to promote internally; who else knows our company better? We’re confident Shawn will help move us in the right direction.” Fidanza, Perry, OH; 440/259-5656.

	Bryan Wilson

Midway Industries Inc., the parent company of Centerforce Clutches, promoted Bryan C. Wilson to general manager. The company feels that Wilson, who has more than 15 years of experience managing the Midway/Centerforce marketing and IT departments, is well qualified and prepared to take over the helm as general manager. “My main objective will be to help Centerforce be even more effective in bringing exciting, high-quality clutch products to the automotive aftermarket,” Wilson said. Centerforce Clutches, Prescott, AZ; 928/771-8422.

Performance Industry Publishing formed a new partnership with Roadhouse Marketing. Roadhouse will have the exclusive national sales and marketing responsibility for Performance Industry Publishing, which includes Performance Motorsports News, Wizard Web Development and Thunder Parts Group.

Competition Specialties announced that its 39th Annual Mega Jobber Trade Show dates were changed to Saturday and Sunday, March 5 and 6, 2011. The event will take place at the Auburn, Washington, corporate headquarters distribution center. For more information on the event, contact Bill McConnaughey at 253/833-6211. Competition Specialties, Auburn, WA.

Mast Motorsports reported that the company made significant investment in its manufacturing capabilities by acquiring cylinder head and intake manufacturer Performance Induction Specialties to complement its growth in LS powertrain engineering and development. The new Mast Motorsports manufacturing facility will remain in Walled Lake, Michigan, and will utilize the latest manufacturing equipment and software. Mast Motorsports, Nacogdoches, TX; 936/560-2218.

Solamatrix Inc. was acquired by Madico Inc., a wholly owned subsidiary of Lintec Corp. According to a recent press release, Solamatrix Inc. is now a wholly owned subsidiary of Madico Inc., and both companies will continue to operate and serve their markets independently. The companies will be carefully integrated to leverage how they best work together for the benefit of the new organization, suppliers and customers. Solamatrix Inc., St. Petersburg, FL; 727/327-2544.

National Performance Warehouse (NPW) named Pat Saunders to the newly created position of vice president of sales and marketing west. Saunders will be responsible for West Coast business development, including strengthening the sales forces both inside and out, expanding into new markets and energizing the existing customer base, according to NPW. National Performance Warehouse, Miami, FL; 305/953-7270.

TMG Performance Products, a division of The Mifsud Group, announced that Craig Kohrs was promoted to vice president and general manager. Kohrs, who previously served as vice president of marketing and sales, will be responsible for the everyday operation of TMG Performance Products. TMG Performance Products owns and operates Corsa Performance Exhausts, a manufacturer of performance exhaust systems for cars, trucks, SUVs and marine applications. TMG also announced that it will consolidate all of its operations to its headquarters in Berea, Ohio. Corsa Performance, Berea, OH; 440/891-0999.

Craft Oil Corp. announced that it is now a distributor of Clean Burn products. Craft Oil will distribute and service Clean Burn energy systems throughout the north, east and southern portions of Pennsylvania, parts of Delaware and all of New Jersey. Craft Oil, based in Avoca, Pennsylvania, has served as a Clean Burn dealer for more than 15 years.

Standard Motorcycle Products launched a new website, www.standardmotorcycle.com. The company reports that the new site serves as a valuable resource for customers to learn about the product line, locate distributors, access the online catalog and more.

VP Racing Fuels was named the official fuel of Mazda Raceway Laguna Seca. As part of the agreement, VP will be the exclusive supplier of race fuels at the track. VP Racing is the official racing fuel of the American Le Mans Series, NHRA Championship Drag Racing, Star Mazda and USF2000. VP Racing Fuels, Elmendorf, TX; 210/635-7744.

The International Show Car Association (ISCA) has added three indoor custom car events to the Summit Racing Equipment Show Car Series schedule for the 2010–2011 show season. The new events include the Grand National Roadster Show in Los Angeles, home of the America’s Most Beautiful Roadster award; the Sacramento Autorama in Sacramento, California, known for its Custom d’Elegance and King of Kustoms awards; and the Little Rock O’Reilly Auto Parts Auto Extravaganza in Little Rock, Arkansas, which features a $5,000 prize for the winner of the Top of the Rock award. With these additional shows, the Summit Racing Equipment Show Car Series now encompasses 37 events across the United States and Canada. Summit Racing Equipment, Akron, OH; 330/630-0270.

Vogue Tyre and Rubber Co. hired JMPR Public Relations as its PR agency of record. JMPR will handle media relations responsibilities for Vogue, including the launch of new Vogue products; raise brand awareness within the industry and among consumers; and direct and coordinate media-related events. Vogue Tyre, Mount Prospect, IL; 847/297-1900.

Organizers of the Global Automotive Aftermarket Symposium (GAAS) announced that sponsorship opportunities are available for the event, Wednesday–Thursday, May 18–19, at the Hyatt Regency O’Hare near Chicago. A brochure outlining all 2011 GAAS sponsorship opportunities is available for download at the GAAS website (www.globalsymposium.org) under “Sponsorship.”

Spy Photos

Wed, 12/01/2010 - 08:58

SEMA News - December 2010

The images and information provided in “Spy Photos” are supplied by the spy shooters at Brenda Priddy & Co. “Spy Photos” are included each week in SEMA eNews, the association’s electronic newsletter. To receive your copy of SEMA eNews, e-mail enews@sema.org.

2012 Camaro Z/28

When It Hits: Watch for the 2012 Camaro Z/28 to go on sale in the first or second quarter of 2011.

What Priddy Says: The Camaro Z/28, which Priddy says will have a front end close to the Transformers Camaro shown at the 2009 Chicago Auto Show and will carry the 6.2L LSA supercharged V8 taken from the CTS-V.

2011 Dodge Avenger R/T

When It Hits: Production for the 2011 Avenger is slated to start in November 2010 at the Sterling Heights plant.

What Priddy Says: The Avenger will get a dry dual-clutch transmission on the upper-end models and, as with most of the other Chrysler lineup, will also get the new 3.6L Pentastar V6 motor. Priddy also said that the 2.4L four-cylinder has been retuned for more power and efficiency.

2012 Subaru Impreza

When It Hits: Production for the next-gen Impreza is currently slated to start in June 2011, according to Priddy, with the hybrid model following a year later in 2012.

What Priddy Says: The regular powertrain should continue to be the 2.5L Boxer motor, and some modest updates for increased fuel economy should be expected. While many details are hidden by thick camouflage, honeycomb grille inserts and very angular headlights are easy to see on this prototype.

2011 Buick Regal GS

When It Hits: Look for production of the Regal GS to start late in the first quarter, or early in the second, of 2011 at Oshawa.

What Priddy Says: The Regal GS will have a 2.0L turbocharged four cylinder, all-wheel drive Brembo brakes, larger air intakes and sportier wheels and tires. While not spotted here, a previous sighting of the vehicle revealed production chrome tips.

Photos Copyright of Brenda Priddy & Company.
Reuse or reproduction without the copyright holder's consent is prohibited

Selling to the World’s Most Populous Country

Wed, 12/01/2010 - 08:58

SEMA News - December 2010

21 SEMA-Member Manufacturers Explore New Market Opportunities in China

By Linda Spencer

Distributors and retailers from throughout China gathered in Beijing to meet with 21 SEMA-member companies that were participating in the first SEMA China Business Development Conference. The hotel-based program held in Beijing in September was built around a series of one-on-one meetings with pre-selected Chinese buyers who traveled to the event from cities throughout China, including Beijing, Shanghai, Ha’erbin in the far north, Guangzhou in the south and Hubei in the center of the country. In addition to the pre-scheduled meetings, the program included a number of networking events and a day at the fourth annual edition of the China International Auto Parts Expo (CIAPE) automotive aftermarket trade show sponsored by the Ministry of Commerce, which was taking place at a nearby venue. The delegation was invited to the kick-off event, including a dinner at the Great Hall of the People, which serves as China’s parliament building and is located on the western side of Tiananmen Square.

“Connecting buyers with manufacturers is one of the fundamental roles that the association plays in domestic and global markets,” said SEMA Vice President of Communications and Events Peter MacGillivray, commenting on the purpose of the trip and the role of the association in fostering international business for its members. “We’ve known for a long time that a market for our industry is developing in China. It was exciting to see our members take an important step in developing the industry in this growing marketplace.”

			SEMA Members That Participated in the First SEMA China Business Development Conference
			AEM Performance Electronics Amsoil Inc. BDS Suspension Bilstein Bushwacker Inc. Comp Performance Group Delta Tech Industries LLC eBay Motors, eBay Inc. Eibach Springs Inc. Girard Systems Holley Performance Products Inc. (USA) Injen Technology K&N Engineering Inc./AEM Intake Systems Nitto Tire U.S.A. Inc. Performance Motorsports Inc. Powersheen Prestolite Performance Rennen International/Donz Wheelz SCT Performance StopTech Wheel Pros LLC

SEMA President and CEO Chris Kersting added: “Ninety-five percent of the world’s consumers live outside of the United States. The recent SEMA CIAPE China Business Development Conference provided a low-cost venue for our members to explore selling to some of these buyers located in the world’s most populous country. With 21 SEMA-member companies participating in the program’s first year and the majority of participants expecting to realize some sales in China within the next 12 or so months, I believe the program was a success.”

Kersting noted that the market is not without hurdles but that the long-term outlook is positive if these issues are addressed. “The Chinese market for accessories and performance products is new, and key issues and concerns that hamper or could hamper its growth need to be addressed,” he said. “Concerns over intellectual property rights, distribution logistical problems and the need for greater progress in legalizing specialty-equipment products are among the hurdles most often identified. But given the possibilities in this market, I believe it is imperative that SEMA members explore the market firsthand during these early days in its development so as to be in a competitive position to reap the benefits as the sector grows.”

SEMA Chairman Rick Rollins noted the optimism of the group. “Everyone I talked with after the meetings had good, positive feelings,” he said. “The one-on-one meeting concept really worked. Our member manufacturers got to meet face-to-face with Chinese businesses wanting to buy their products for selling and installing in the Chinese markets. The Chinese buyers’ businesses got a much better glimpse of what we are looking for in the distribution and marketing of our products in China.”

Rollins expects that next year’s event will be even larger. Indeed, if the initial survey of participants is any indication, the future looks bright. Nearly all of the companies noted that they developed strong leads at the event. In fact, 100% of the companies participating in the survey noted that they were likely or very likely to do business in China within the next 12 months. Nearly all of the companies plan to be back at the event next year, and enthusiasm was high to run a similar program in other key world markets.

For more information on SEMA’s China program or the association’s international resources, e-mail SEMA Director of International Relations Linda Spencer.

The SEMA delegation participated in the opening ceremonies of the China International Auto Parts Expo (CIAPE). The 21 SEMA-member companies went on opening day of the fourth annual show, a trade-only event.

SEMA Chairman Rick Rollins, who is president of Rollins Performance Marketing, checked out the project vehicles at CIAPE.

SEMA President and CEO Chris Kersting (left) chatted with Famous Rhodes, director of eBay Motors, eBay Inc.—one of 21 SEMA companies that participated in the first SEMA CIAPE China Business Development Conference.

Jeremy Barras (second from right), representing AEM Electronic products—a California-based manufacturer of performance electronics, gauges, controllers and other performance products—as well as StopTech—a manufacturer of high-performance brake systems for the racing and street-performance markets—talked with several buyers who sought him out during the networking breakfast.

Florida-based SCT’s Rick Trudo (right) and Mike Rogers (second, right) met in one-on-one discussions with buyers from throughout China who are increasingly seeking underhood products, such as ECUs, as engine performance grows in popularity.

SCT’s Trudo presented some distributors with SCT shirts. “At SCT, we see China as one of our targeted markets,” he said, “and this trip justified our belief in that. I honestly believe that the growth opportunity there is bigger than what we have today, if done right.”

SEMA Vice President of Marketing and Member Services Tom Myroniak (right) exchanged business cards with Albert Liu, president of Carboxing.

Trip participant and SEMA Chairman-Elect Scooter Brothers (right), COO of Comp Performance Group, talked with representatives of a Beijing-based retail business. “Prior to this SEMA conference, I still wasn’t sure if our future was going to be buying or selling in China,” he said. “After meeting one on one with some of the ‘real’ performance parts guys, it’s becoming clear that there will be a Chinese market for performance aftermarket parts. The meetings we had put us face to face with some of the early players in the Chinese automotive market, and it looks like they have the performance bug just as bad as we do in the States. Now we have the first step and can go back next year with a clear direction and put some meat on the skeleton. That is clear to us now.”

Gino Jiang of Team Jr. (left) posed with SEMA’s Chris Kersting, proudly displaying a certificate he received recognizing his company’s participation in the 2010 CIAPE SEMA China Business Development Conference.

Bob Bruegging (left) and Danny Chen (second, left) of Prestolite Performance answered questions posed by Chinese buyers during a one-on-one session. Prestolite makes flywheels, gaskets, heat shields and distributors, among other racing, performance and appearance products for U.S., Japanese and European vehicles. “Prestolite Performance made the trip to China as part of the SEMA contingent to learn about the state of the performance market and potential distribution partners that may be in place or that could be organized to perform such a role,” said Bruegging. “We also were curious about how many of our current product lines and actual products could be sold into this market. What we discovered was very encouraging to us. Several of our product categories can be easily adapted to the market in China, and we believe that the market will evolve rather quickly. Chinese laws have changed over the past several years, and personalization of vehicles is taking place right now. As discretionary income rises, so will the ‘want’ to personalize vehicles. It is the right time to make things happen.”

From right: Nitto’s Tanaka; Gloria Miyamoto, marketing manager; and Conrad Galamgam, tech department senior director, talked with a local buyer about Nitto’s products. The three traveled to China to explore the market for high-performance off-road, street and competition tires.

SEMA’s International Director Linda Spencer posed with Eibach Springs CEO Wilfred Eibach at the conclusion of a one-on-one meeting.

Ray Gross (second, left) of Powersheen answered questions about his company’s products at an informal session with media.

A distributor examined Injen’s products as Ron Delgado (in red), the company’s president, explained Injen’s air intake system features during a 35-minute one-on-one meeting. Nine of these sessions were held back to back, but many SEMA manufacturers met with many more buyers throughout the day due to the high number of buyers interested in meetings with SEMA participants. “I can’t say enough about our trip to China,” Delgado said. “I never imagined that this country would be so full of life and brimming with trendy people driving all makes and models of cars. Beijing is a jungle of modern high-rises, buzzing with activity 24/7. The volume of traffic is insane. It is definitely a new frontier for Injen to explore and conquer. We have established some very positive business contacts but, more importantly, we have made some life-long friends. The future looks very promising in China. This is just the beginning of our commitment to take the Chinese market by storm!”

Kenneth Merritt (middle), Bushwacker’s vice president of OEM sales, saw great potential for his company’s products in China. The Oregon-based company manufactures fender flares and other products for Jeeps and other light trucks. “My goals while in China with the SEMA delegation were to connect with existing customers and meet new ones,” said Merritt. “I was very pleased with the results. The one-on-one scheduled meetings with Chinese buyers that were coordinated by SEMA went very well because of the pre-screening. All of the buyers we met with were a great fit for our products. The Chinese market for Bushwacker fender flares continues to grow, and I continue to expect our sales in China to grow at a faster rate than our domestic market due to the rapid growth in demand.”

In addition to attending one-on-one meetings, each SEMA manufacturer participated in networking events, such as the one pictured at which E n Kenneth Merritt (middle), Bushwacker’s vice president of OEM sales, saw great potential for his company’s products in China. The Oregon-based company manufactures fender flares and other products for Jeeps and other light trucks. “My goals while in China with the SEMA delegation were to connect with existing customers and meet new ones,” said Merritt. “I was very pleased with the results. The one-on-one scheduled meetings with Chinese buyers that were coordinated by SEMA went very well because of the pre-screening. All of the buyers we met with were a great fit for our products. The Chinese market for Bushwacker fender flares continues to grow, and I continue to expect our sales in China to grow at a faster rate than our domestic market due to the rapid growth in demand.” ibach’s Julian Gil (second, right) chatted with a Beijing-based retailer.

Each company was provided with a private meeting room and a series of 35-minute meetings with pre-screened buyers. Kevin Floody (left), the international business manager for K&N Performance/AEM Air Intake Systems, is shown here in a one-on-one meeting. “I was very impressed with how fast the China market has grown over the past few years, especially since my initial visit in early 2008,” Floody said. “We were mainly looking to see what other opportunities may exist for our products, since China is such a large country with great growth potential. This SEMA-sponsored trip was a great way to evaluate interested companies in a narrowed focus. For K&N, the opportunities appear to be endless. I was amazed at how many companies already know the brand and want to have access to it.”

Buyers traveled from throughout China to participate in the SEMA CIAPE China Business Development Program. Holley’s Shanghai representative, Gang Chen (right), discussed the Kentucky-based company’s performance and replacement engine products with a buyer from northeastern China.

Jeremy Barras’ (second, right) schedule was packed with buyers interested in AEM Electronics and StopTech, the two brands he represented at the show.

Greg Sandbutte (second left), vice president of international business at Amsoil, spoke with buyers about the company's wide selection of synthetic oils.

Bogdan Durian, president and CEO of Delta Tech Industries, and his wife, Olga at the opening reception. Delta Tech is a manufacturer of automotive lighting for a number of light trucks, including the Jeep Wrangler, which is very popular in China. “My primary motivation to join SEMA’s conference in China was to explore firsthand the opportunities that this vast market and rapidly emerging economy had to offer for American-made off-road and accessory lighting products,” Bogdan said. “Our goal was to define the market and to identify prospective customers through SEMA’s pre-arranged conferences and by attending the CIAPE automotive show. All my goals were realized beyond my expectations. We are now in the process of setting up two or three distributors in Shanghai and the Beijing area. I definitely feel that there is a good market potential for high-quality American-made specialty products in each vehicle-specific niche. There is a great appreciation among the more affluent younger Chinese generation for good-quality American and European products.

Volker Wegerhoff (second, right), head of sales for Bilstein, and Martin Hyar (right), the firm’s regional sales manager, discussed their line of shock absorbers and struts with buyers from all over China.

Gary Kong (right), director of international sales for American Racing/Wheel Pros, talked with a Shanghai-based company before the start of the one-on-one meetings. Kong’s company makes products for Jeeps and other off-road vehicles, among other applications. “The desire for high-quality, reputable-branded auto parts from Chinese consumers is high,” Kong said. “The quantity of customers who can afford premium goods for their vehicles is growing fast. However, knock-offs, unauthorized sales from sub-contractors, lack of industrial and safety standards, variances in law enforcement and the highly competitive environment all pose challenges in exploring this big potential market.”

Jennifer Chang (middle), senior manager of eBay Motors, talked with the Beijing-based staff of a Hong Kong firm. “For eBay, Asia has always been a great place to source low-cost replacement parts to sell to U.S. consumers,” Chang said. “But after going on this trip, I realized what a huge opportunity there is for U.S. aftermarket brands to sell to Chinese consumers as well. Given that eBay is a global marketplace, we want to help facilitate this kind of trade between U.S. and Chinese aftermarket companies. I came on the SEMA trip hoping to meet potential partners for eBay, and I have come away with a great list of contacts to follow up with after speaking with various Chinese manufacturers and buyers as well as a much better understanding of just how big the opportunity is in China.”

David Thawley of eBay Motors (far right) provided an overview of the company to potential customers as Famous Rhodes, Director of eBay Motors, looked on.

SEMA Senior Vice President of Operations Bill Miller (right) chats with Post Release’s Tyler Tanaka, who is also the account executive for trip participant NITTO Tires as well as the chair-elect of the SEMA Street Performance Council. Commenting on the structure of this year’s SEMA trip to China, Miller noted, “The one-on-one meetings provided both the SEMA manufacturers and Chinese distributors and retailers great insight and a better understanding on how to capitalize on the immediate and long-term opportunities in China.”

Kerry Wang (far left), president of the China division of Rennen/Donz Wheels, spoke with buyers in a one-on-one meeting. The company manufactures forged and cast wheels for high-end vehicles.

From right: Eibach Springs Inc. China-based President Fong Yuen Wai, the company’s CEO, Wilfred Eibach, and General Manager of Eibach U.K. Julian Gil met with buyers eager to source products from the company.

Ron Coleman, CEO of Comp Performance Group, talked with Peter MacGillivray (right), SEMA’s vice president of communications and events, in a ceremonial room at the Great Hall of the People.

SEMA’s Bill Miller signaled to BDS’ Vice President of Business Andy Barbieri (second, right) that five minutes remained before the next meeting. Each SEMA manufacturer met with pre-vetted buyers in 35-minute one-on-one sessions. Barbieri was in China to determine how Chinese retailers and distributors go to market and also to gauge how big the demand for BDS suspension products is in China. At the conclusion of the trip, he noted that there was definitely a market for the company’s products. “I was surprised at the level of enthusiasm from the buyers we met with to source American-made lift and leveling kits that their consumers are asking them to import into China,” he said.

Girard Systems CEO Marcia Girard discussed the China market and her company’s full line of accessories for recreational vehicles with a local buyer at the SEMA CIAPE program while National Director of Sales Major Pogue (middle) looked on.

Ray Gross (right), president of Idaho-based Powersheen, talked with buyers interested in learning more about his tire-coating products.