SEMA News—March 2022

RESEARCH

The Fall 2021 SEMA “State of the Industry Report”

Specialty-Equipment Companies Saw Double-Digit Growth During the Pandemic, but Optimism Is Fading Due to Supply-Chain Problems

By Chad Simon

The “State of the Industry Report” is about what’s happening on the business side of the automotive specialty-equipment market. It reports on different industry trends that may not necessarily fit into the consumer-focused “SEMA Market Report.”

Not to be confused with the annual “SEMA Market Report,” the “State of the Industry Report” is released biannually in the spring and fall and details specific manufacturer and retailer data, sales trends by product category, and popular retail channels and vehicle segments. It explores the industry from a company perspective rather than at the consumer level.

“The ‘SEMA Market Report’ is about understanding the market for parts based on how much consumers are spending and how they are behaving,” said Matt Kennedy, SEMA market research manager. “By contrast, the ‘State of the Industry Report’ is about what’s happening on the business side. It reports on different industry trends that may not necessarily fit into the consumer-focused ‘SEMA Market Report’; however, specialty-equipment businesses should still pay attention to them. It’s about what businesses need to know about the industry versus what businesses need to know about the market.”

The COVID-19 Factor

Society is still dealing with COVID-19, and it’s affecting the industry in a plethora of ways. Although two-thirds of manufacturers reported that they experienced double-digit growth last year, the pandemic has wreaked havoc on both the supply chain and in-store purchases behind the scenes, according to Gavin Knapp, SEMA director of market research.

“Manufacturers have seen strong results over the last two years, but it’s been a bumpier road for retailers,” Knapp said. “Some have adapted well, while others have seen fewer people showing up in their stores.”

The automotive specialty-equipment industry is driven by disposable income, and during the earlier days of COVID-19, there were fewer ways to spend money due to restrictions and lockdowns on travel, live entertainment and restaurants, according to Kennedy. That created an opportunity for consumers to work on their cars, since they couldn’t do anything else. Many of them said they spent more time shopping online and working on their vehicles themselves. Getting into the garage was a way to pass time that might have otherwise been spent on leisure activities.

Despite robust consumer demand, predictions are for flat and slower growth rather than shifting into a decline going forward. That is expected to carry on well into 2022.

“It’s not a reversal of fortune,” Kennedy said. “It’s understanding that there were some unique circumstances that created some exceptional opportunities, and businesses feel they are still in a good position to succeed. If 2020 and 2021 were about capitalizing on how conditions created some unique opportunities for our industry, 2022 looks like people have made those adjustments and are now getting through the rest of the recovery and a return to normalcy.”

Emerging Trends

Despite ongoing disruptions to the economy, most specialty-equipment businesses reported increased sales over the past year.

There’s much hype about online retail taking over, but actual economic data suggests that e-commerce is still a small share of total sales, and it’s returning to its historical trend, according to Kennedy.

“Industry sales are ahead of the curve in terms of how much product is sold online because, as a specialty industry, they aren’t always available locally,” he said. “More than half of sales were online in 2020, but now it’s drifting back down toward a 55%–45% balance, which is the trend we were expecting to see prior to the pandemic.”

Companies Expecting Sales Growth Over Next Year

Strong optimism earlier in the year has been tempered by growing uncertainty about how soon things will truly get back to normal.

The automotive specialty-equipment industry traditionally has been more highly integrated with online shopping than other parts of retail and has had a healthy online shopping presence for a number of years, according to Knapp. In many cases, there’s still a preference for in-person shopping. Some people prefer to examine products in the store and speak to a salesperson when they go to buy, but it’s also related to the nature of certain products. If it’s a more complicated, expensive and difficult-to-ship item, consumers prefer to purchase in the store.

“Some people might be comfortable buying a part without ever seeing it, because they know exactly what they need and that it’s going to fit and perform how they expect,” Knapp said. “If it’s a product they don’t know how to use, there’s more of a desire to speak to someone who knows more than they do and to see if it’s right for them. Neither of those things is going away.

“We did have a jump in online sales over the past year, but as restrictions ease and comfort levels grow with going back out in person, we expect sales-channel trends to drift back to where they would have been had the pandemic never happened.”

Looking a little further ahead, electric vehicles (EVs) are beginning to make a dent in new-vehicle sales. Several new models will be released over the next few years, but EVs aren’t going to replace gas engines anytime soon, according to Kennedy.

“We project that by 2035, 45% of new vehicles sold will be some form of alternative fuel—excluding the population currently on the road, which will take a while to cycle out—a quarter of which will be fully electric,” he said.

A Shift Toward Light Trucks

New Light Vehicles Sales by Vehicle Type

Back in 2007 and 2008, passenger cars and light trucks (CUVs, SUVs, vans and pickups) each represented about half of all new light vehicles sold in the United States. By 2020, the share of light trucks grew to roughly 76%. That growth is expected to continue in the coming decade. Much of the increase can be attributed to CUVs. Source: 2021 Wards Intelligence, a division of Informa. Data as of October 2021. Source: SEMA Member VIO Program/2021 Experian, Data as of June 30, 2021.

Vehicle sales continue to shift from cars toward light trucks, which include pickups, SUVs and CUVs. That trend does not look to be going away, according to Knapp.

“The vehicle landscape is changing dramatically,” he said. “Eighty percent of new-vehicle sales—especially for the Detroit OEMs—are light trucks, but the CUV space is where the big growth is happening. Pickups and SUVs are great sellers, but in terms of new-vehicle sales, consumers are switching from sedans to crossovers. In the specialty-equipment market, it’s interesting to see if people who move into the CUV space treat them more like trucks or SUVs, where they install towing equipment, racks and other utility features. Maybe they buy wheels and tires more equivalent to the truck space than you would see in the car space. There could be a boom for our industry if people start to take advantage of the utility aspect of these vehicles.”

Toyota and Volkswagen are also drifting toward crossovers as the jack-of-all-trades family vehicle with the potential to be treated as a utility vehicle, according to Kennedy. In 2000, 1% of Volkswagen’s new-vehicle sales were light trucks. In 2020, it’s increased to 58% because of the shift toward CUVs. These trends are still very much in play and affect how the vehicle landscape is supposed to evolve.

Common Upgrades

Light trucks (pickups, SUVs, CUVs and vans) are becoming a larger share of the overall vehicle population as OEMs shift their production away from passenger cars to more profitable light-truck platforms. This has been largely driven by the popularity of CUVs. Source: SEMA Member VIO Program/2021 Experian, Data as of June 30, 2021

The specialty-equipment market is vast. Just about any part of a vehicle can be customized and improved, and consumers are buying everything across the board, according to Knapp. All of the product categories seemed to get a boost over the past two years while people were willing to spend money. Even some of the softer categories in previous years, such as mobile electronics and stereos, also saw jumps in sales.

“We often think of wheels and tires as the gateway drug to the industry, where they are easy to do and make a difference for your vehicle,” Knapp said. “Some consumers are focused on look and feel, while many others are focused on performance. There are classic vehicles, restorations and hot rods. The types of products sold in this industry are all over the place.”

Industry Outlook

Online specialty-automotive sales have been growing over the past few years as more and more businesses get the hang of selling on the web. But the unique circumstances of 2020 pushed more sales online than normal.

Despite healthy sales numbers over the past couple of years, there is a tempering of optimism due to supply-chain issues and having enough product to sell, according
to Kennedy.

“The demand is still expected to be there,” he said. “We’ve seen many different shifts in how products are sold and what vehicles are popular over time, but that drive to make a vehicle your own is not going anywhere. Consumer demand is still going to be what drives this industry.”

The shortage in hourly labor at the lower end of the pay scale is also affecting most businesses. The automotive specialty-equipment industry can be tough for hiring quality employees, and some companies are struggling a little more than usual, according to Kennedy. However, many of them might have already done some hiring in 2020–2021, while others are looking to hire now, which makes it tough for them when there is more competition from the same labor pool.

The “SEMA State of the Industry Report—Fall 2021” is free and a benefit of SEMA membership. Along with a host of other free industry reports, it can be found at www.sema.org/market-research.

The SEMA market research team is available to help the industry directly. Contact Matt Kennedy at mattk@sema.org or call 909-978-6730 for questions about how to interpret and utilize the data found in the “SEMA State of the Industry Report—Fall 2021.”

“We believe it’s important that businesses are able to make good decisions based on the information we put out there, and we encourage folks to contact us if they need help making use of it,” Kennedy said.

SEMA News—March 2022

INDUSTRY NEWS

 Photos courtesy SpiedBilde, Brian Williams. Reuse or reproduction without the copyright holder’s consent is prohibited.

’23 Nissan Altima

’23 Volkswagen Aero B Sedan

’23 Audi E-Tron

The prototype points to significant styling tweaks coming, including a new headlight and grille treatment similar to the new ’22 Q4 E-Tron. The front and rear fascias also appear to feature a more streamlined look, and it’s possible that the internal graphic of the taillights will sport a new design. It’s also rumored that the vehicles will receive new batteries, more efficient electric motors and new electronic control software.

SEMA News—March 2022

RESEARCH

Market Research Snapshot

Facts at a Glance: The Economic Impact of the Supply-Chain Disruption

By SEMA Market Research

The prices of many inputs and raw materials have skyrocketed. As of October 2021, steel was 400% above where it was in October 2019. Aluminum prices (+49%) and copper prices (+66%) were also well above their 2019 levels.

The ongoing supply-chain disruption has affected businesses in many ways: shipping delays, production issues, inability to find suppliers and increased costs, to name a few. However, the worst of the effects have likely passed. Most issues, including transportation delays and supply shortages, should improve throughout the year and return to more normal levels by the end of 2022. However, some elevated prices may linger into 2023. See “The Supply-Chain Breakdown” on p. 110.

More than 75% of the U.S. supply chain moves by truck, but a shortage of around 80,000 truck drivers is causing delays and driving up prices. As of December 2021, rates were up nearly 60%, and the load per truck was three times where it was before the pandemic.

As a result of shipping delays and container shortages, container rates have quadrupled. As of mid-December 2021, freight shipping prices from Chinese main ports were 73% higher than they were in December 2020 and up nearly 400% compared to December 2019.

“As of mid-December 2021, rates for ocean shipping containers are 73% higher than in 2020 and up nearly 400% compared to 2019.”

“More than 80% of specialty-equipment companies have been severely or moderately impacted by supply-chain disruption.”

SEMA News—March 2022

BUSINESS

How to Maximize Your Online Footprint

Neglecting Your Company Website and Online Presence is Costing You Money—Here’s What to Do About It

By Douglas McColloch

Having a well-planned, well-executed company website with fresh and relevant content is the foundation of a company’s online presence, and keeping the site regularly refreshed can improve a company’s search rankings. Photo credit: Shutterstock

The COVID-19 pandemic sparked a dramatic surge in online sales beginning in 2020, and the automotive specialty-equipment sector was no exception. Online aftermarket parts sales exceeded 50% of total sales for the first time, and while in-person sales have gained traction again as the pandemic recedes and lockdowns ease, online sales still account for nearly half of total sales and are forecast to remain that way for the foreseeable future.

It’s clear, then, that maintaining your business’s online presence and website is more crucial than ever. User experience is the key to success and higher conversion rates, and neglecting your company’s online presence can hinder a customer’s ability to navigate your service and may encourage them to shop elsewhere.

Web Building 101: The Basics

At the 2021 SEMA Show, a SEMA Education seminar entitled “Why Ignoring Your Online Presence Is Costing You Money” examined this subject in detail with a survey of hundreds of aftermarket websites and suggested best practices that companies can follow to maximize their online presence. Presenters Barry Alt and Dean Heckman of Motorhead Digital, an automotive aftermarket marketing consultancy, shared analyses of websites from more than 450 restoration, performance and restyling shops. Their findings are summed up in the following recommendations.

Build an Amazing Website. “It’s the foundation for everything,” Heckman stated. “What we found in our research was how many companies didn’t realize how much their website is the pillar of their organization, so they were neglecting it, and it was costing them opportunities.”

Alt stressed the importance of a clean, streamlined, modern-looking appearance. He noted that too many aftermarket websites suffer from a cluttered and confusing home page with too many features for users to decipher at once.

“About 94% of first impressions are from people coming to your website and your design,” Alt said. It takes users only about 50 milliseconds to decide whether or not they find your site is friendly to them. Page loading speed is crucial, but even more importantly, “75% of your website’s credibility comes from its design, and 88% of consumers are unlikely to return if they can’t navigate your website.

“When we’re talking about ‘professional appearance,’ we’re also talking about content. If you’re showing an award you won at the SEMA Show 10 years ago but you’re not showing the award you won two years ago, people aren’t going to know about your products. If you’ve got builds or new products going on, you need to get them on your website.”

Alt also recommended refreshes or redesigns every three to five years to keep your company’s website up-to-date.

“Google actually knows when you update your website, and if you don’t update a lot, it can negatively affect your search rankings,” he said.

“Think of your website as a perishable commodity,” Heckman added. “It can go stale quickly, so make sure you keep refreshing it with lots of fresh content.”

Build a Mobile-Ready Website. With the ubiquity of affordable smartphones and the explosion of e-commerce apps, the need for mobile-readiness has never been greater.

“We found that 40% of the sites we looked at were not mobile-ready,” Alt said. “If someone’s at a car show and they’re looking at a build and want to know more about the products on it, they’re not going to wait until they get home to do their research. They’re going to take out their phone and search for it.”

“Sometimes, mobile is the first point of entry [for potential online sales] and we don’t realize it,” Heckman emphasized. “If that first experience is negative, it’s a lot harder to advocate for your brand.”

Additionally, Alt pointed out that Google uses numerous metrics for determining website rankings, and mobile-device accessibility is one of them. The quarantines and lockdowns of the COVID-19 pandemic caught many companies flat-footed in that regard, as users spent less time at their work PCs and more time on their personal devices.

“In the course of our survey, we found that a lot of shops realized that they had completely overlooked the mobile experience,” Heckman said.

The rules for designing your mobile site are the same as for a site accessed by PC.

“A quality mobile-ready website conveys a professional image and helps users find information quickly and easily on a mobile device,” Alt said.

“Users shouldn’t have to click more than once or twice to find your basic contact information, especially when you’re trying to attract new customers,” Heckman added.

Finally, Alt noted that 83% of the U.S. population accesses the web via phones, tablets or other mobile devices. That figure is even higher for the 18–49 age demographic, where some 95% of users access the web via mobile devices.

Make Sure Your Site Complies With Americans With Disabilities Act (ADA) Guidelines. This may seem unimportant at first, but Alt stressed that you need to consider users who may have vision impairments such as color-blindness or physical impairments such as arthritis, which can make operating a mouse difficult.

“It’s kind of hidden behind the scenes, but it’s absolutely huge,” Alt said, adding that failure to factor in ADA compliance can leave businesses exposed to potentially costly litigation. “There are all sorts of ways to design an ADA-compliant website,” he said. “At the end of the day, it’s the right thing to do.” (See “In The Crosshairs” on p. 126 for more on this.)

Make Sure Your Site’s Data Is Secured and Protected. “About five years ago, Google said that every website needs to be Secure Sockets Layer (SSL) protected,” Alt said. “Because websites have forums, contact information and personal data, Google wants people to feel comfortable sharing their information with you.”

Motorhead Digital’s survey of the aftermarket revealed that 40% of websites did not have an SSL security certificate installed.

“If your website isn’t secure, it’ll show up in a Google search—and there are people out there who, when they see that, will run, not walk, away from those websites,” Alt warned. “It’s super easy to get an SSL certificate installed to your website these days, and it’s another factor that helps you rank higher in searches.”

On a related note, Alt advised having a notice of your website’s privacy policy visible to users.

“This is not something you want to write off the top of your head,” he said. “There are companies that specialize in writing privacy policies, and they’re not that expensive.”

This is important because the notice will provide information to users about features that are not readily visible to the user.

“There’s a lot of hidden stuff—Google Analytics, for instance, or forms you use to capture information for e-mail marketing—that needs to be included. Some U.S. states are requiring this now, so get in touch with someone who can make sure that your privacy policy is up-to-date.”

Optimizing Your Outreach

Digital Motorhead’s industry survey showed that some 40% of aftermarket companies have failed to obtain Secure Sockets Layer (SSL) certification for their websites. This is a huge red flag for consumers and a barrier to generating online business. Photo credit: Shutterstock.com

Once you’ve taken all of those steps, you need to keep driving traffic to your website. There are many ways to do so, and many of them are low or no cost.

Get Your Site in Front of Eyeballs. “Visibility and awareness are key,” Alt said, pointing to Google My Business, YouTube, social-media sites such as Facebook, online forums and industry associations such as SEMA or PRI as opportunities to gain online exposure for little to no cost.

“These are our digital footprint fundamentals,” he said.

One reason to engage such fundamentals is to populate the web with “citations,” or listings. A citation is an online mention of the name, address and phone number of a local business, along with links, photos or other digital assets. Citations can include mentions in business directories, websites and apps, and social platforms. They can help users discover your business, and they can improve your search-engine rankings.

Google is particularly attuned to citations that appear on the larger aggregator sites such as Yelp and YouTube, but for specialty-equipment companies, so-called “niche” citations on car-centric sites such as AutoBlog, Motor Trend, Hemmings Motor News and others can be just as valuable in gaining traction on search engines.

“Google’s job is to make your experience with them better,” Alt explained. “When people are doing searches, they want to find what they’re looking for as quickly as they can—and to find the right thing as quickly as they can.”

Citations are also ranked based on relevance, which makes those so-called “niche” citations on third-party automotive sites such as SEMA even more valuable to a specialty-equipment company.

Make Sure Your Customers Can Find You. According to Alt, three of the most important online resources available to any business looking to maximize its digital outreach are Google My Business, YouTube and LinkedIn.

“Google My Business is the Mack Daddy of all citations,” Alt exclaimed. It’s a free marketing opportunity that can improve your SEO ranking. It’s completely customizable, and it’s entirely free.

“If you have a business location, you already have a Google My Business page whether you know it or not, so the first thing you need to do is to claim the page, then optimize the heck out of it,” Alt said. “It’s a must for local businesses—particularly those in industrial areas that aren’t located on a main street where people can easily find you.”

Alt also noted that a Google My Business page can be customized with photos, videos and even links users can click to purchase products and merchandise.

While Google matters in the search realm, YouTube represents the greatest opportunity to improve your rankings. It’s the second-most-popular site online. It gives you access to millions of potential clients worldwide, and you can create and customize your own channel. You can even convert your free YouTube channel to a so-called “brand channel” for business purposes. In any event, YouTube brings huge SEO juice, Alt emphasized.

“Because it’s such a huge opportunity for search, when you upload videos, you want to think carefully about the title for your video and the description of it, because those are the things that will affect where it lands in search,” he said. “If you’re not on YouTube, you might want to look into it. Video at this point trends much higher than strictly text-based information.”

Finally, LinkedIn is not just a job site anymore.

“Professionals live there, and they have money,” Alt said. “There are 10 million C-level executives on LinkedIn, and more than one out of three U.S. adults use the site. If you’re selling a high-value build or high-dollar products, LinkedIn is where the money is.”

As with Google My Business and YouTube, it’s another free site that allows interacting with Facebook and the use of hashtags.

Marketing Strategy and Tactics

A mobile-ready version of your company’s site should also be considered essential. Mobile-ready sites are increasingly becoming the initial point of entry for potential customers, so building a website with cross-platform compatibility is key to optimize sales. Photo credit: Shutterstock.com

Know Where Your Customer Lives Online. “Talk to your customers and find out where they live online,” Alt said. “Are they on Facebook? Are they on Instagram? Understand where they live, what their hobbies are, what their income level is, whether or not they own a house, things like that.”

Once you’ve gained greater clarity into your customer, you can start to devise a marketing strategy, Alt said. Organic marketing can be as simple as an Instagram or a Facebook post, so it’s important to determine ahead of time where you’re going to post content; when and how often you’re going to post; and what you’re going to represent online. Do you want to post a build in your shop, spotlight a new product, or maybe show your staff talking with customers? Once that’s figured out, you can move on to tactics. What tools are you going to use?

In addition to leveraging a company’s social-media pages, there are many non-
organic tools that can help, including Google Analytics, Google My Business and Google Ad Words, which can provide a platform to post content or to automate posts across the internet. Using Google Ads, for instance, your posts can enable you to show up in searches—not only your business but for terms related to what you offer. Google sometimes offers first-time advertisers a credit for placing additional ads, which can help companies on a budget.

Blogs Are Still Essential. Motorhead Digital’s survey showed that businesses that incorporate regular blog posts can increase monthly sales leads by as much as 67%.

“Blogs can educate your prospects as well as current customers, and sites with up-to-date blogs rank higher in search engines,” Alt said. “Blogs can also build and control your online identity.”

Surprisingly, 88% of the surveyed aftermarket companies didn’t have a blog or any related content (e.g., short-form articles) posted to their websites, which represents a wasted opportunity to expand a company’s online footprint.

“Blogs are huge,” Alt emphasized. “You can use them to talk about projects in your shop, or new products you are working on, or how your shop operates every day.”

For those who don’t feel they have the time, Alt reminded that there are people who specialize in producing this kind of content. All you have to do is sit down with them and let them know how often you want to post and what the titles of the posts should be.

Email Marketing Isn’t Dead. “Email marketing is still one of the best ways to build a relationship with your market,” Alt said, pointing out that fewer than 75% of companies use email as a marketing tool. “For every dollar spent, the average return is $42, and it has a 40% better conversion rate than Facebook or Twitter.”

Summing up, an up-to-date-website that is loaded with fresh and engaging content; a clear and coherent online marketing strategy; and a robust social-media presence should all be considered absolute must-haves for any business. As Alt noted, some 3.6 billion people—nearly half of the planet’s population—use social media every day, and sites such as LinkedIn and YouTube provide companies with a platform for what is essentially free advertising.

To boost your search rankings and keep users activated, post consistently and keep your profiles up to date. Interact and respond to customers and prospects, and choose the platforms your customers are hanging out on.

SOURCE

Motorhead Digital
1191 Garnsey Rd.
Palmyra, NY 14522
585-766-9785
www.motorheaddigital.com

SEMA News—March 2022

INDUSTRY NEWS

Truck Hero Inc. announced the appointment of Edward “Ted” W. McCormick as CFO. He joins the company’s senior leadership team and reports to William Reminder, president and CEO. McCormick will be responsible for leading all aspects of Truck Hero’s finance and IT organizations, with a focus on key strategic initiatives and functions to support the company’s growth objectives. He has more than 20 years of private and public company experience. Prior to joining Truck Hero, McCormick held CFO roles at The Bountiful Company and Roland Foods. Prior to that, he spent more than 16 years with Unilever, where he held senior finance positions in supply chain, the Pepsi/Lipton Partnership, Ben & Jerry’s and in the Unilever foods business.

Lubrication Specialties Inc. (LSI) announced the expansion of its warehouse footprint with the addition of a 24,000-sq.-ft. facility located in Mt. Gilead, Ohio. The new distribution and shipping hub will help accommodate the 50-plus SKUs of Hot Shot’s Secret products and LSI Chemical products developed and shipped in bulk for international sales.

VP Racing Fuels Inc. commissioned Jim “JK” Kelly to author a book chronicling the company’s first 50 years in business, from 1975 to 2025. Kelly served in various capacities in his 30-plus years with VP, including regional manager and also as director of sales and marketing. While Kelly retired to write novels (six to date), he continued to work with the company as a marketing consultant. His most recent novel, Deadly Driver, is a fictional thriller about a Formula 1 driver who’s been forced to work for the CIA. That novel has received excellent reviews from world champion racers and the media.

Arnott, a provider of air suspension products for passenger vehicles, announced the acquisition of JRi Shocks, based in Mooresville, North Carolina. JRi Shocks will continue to serve its existing markets and customers but will now be better positioned to grow those markets even further while also expanding into new ones, according to Arnott. Customers should see no change in the day-to-day operations of the business.

Geoff Buxton joined Wilwood Engineering’s team of field sales and support representatives. The team of experts spends weekends at tracks around the country for trackside brake system support. Originally from Australia, Buxton became a full-time resident of the United States following a stint with an Australian sprint car team. He later became a member of Randy Hannagan’s World of Outlaws crew until later working on IndyCar and Champ Car World Series teams. His résumé also includes time with the Andretti and A.J. Foyt racing teams.

Lubrication Specialties Inc. (LSI) announced the expansion of its warehouse footprint with the addition of a 24,000-sq.-ft. facility located in Mt. Gilead, Ohio. The new distribution and shipping hub will help accommodate the 50-plus SKUs of Hot Shot’s Secret products and LSI Chemical products developed and shipped in bulk for international sales.

Renee Cacchillo was named president and CEO of Safelife Group and also became a member of Belron’s global leadership team. Throughout her decade at Safelite, Cacchillo held roles in both the Safelite AutoGlass and Safelite Solutions business units, with a focus on customer experience. Cacchillo succeeds Tom Feeney, who served Safelite for 34 years and will assume a new role as executive chairman, Belron North America.

SuperSprings International (SSI) announced changes to its leadership team. SSI restructured to establish five defined business units led by a member of its new leadership team. The team includes Tom Bateman, director of marketing; Jeni Chen, director of operations; Justin Tevis, director of data and tech ops; and Ryan Dougan, controller. All members of the leadership team report to Chief Commercial Officer Adam Weisner, who reports to SSI Chairman and CEO Gerry Lamberti.

Armond Gilmore was promoted to media manager of Skyjacker Suspensions. Gilmore has worked with the company for five years, most recently as a graphic designer. As media manager, his responsibilities will be to build and manage the organization’s social-media profile and presence, promote additional projects to support new-product launches, monitor online and offline campaigns and report on results, and develop and produce content via social media, websites and other distribution channels.

SCAT Enterprises announced that it was acquired by Taglich Private Equity, which recently acquired Air Flow Research Heads, a manufacturer of cylinder heads and intake manifolds for the high-performance automotive aftermarket. The transaction includes the Procar by SCAT seating division. SCAT’s management team will remain in place along with SCAT’s production facility and employees, located at its headquarters in Redondo Beach, California. SCAT founder Tom Lieb will remain involved in the business going forward, and SCAT’s current COO, Craig Schenasi, will become CFO of the combined companies and an owner in the business.

Mahle Motorsport announced the addition of three new employees to the company’s staff headquarters in Fletcher, North Carolina. The three positions fulfill roles in sales, technical support and engineering design. Sales Administrator Adam Beddingfield (left) was hired along with engineers Brian Fair (center) and George Wright (right). All three employees report to Mahle Motorsport Product Manager Eric Grilliot. Beddingfield will provide technical product support, including answering questions about PowerPak shelf stock products, PowerPak Plus, custom-designed pistons and more. Motorsports Applications Engineer Fair is a recent graduate from Tennessee Tech University, while Wright is a recent graduate from Minnesota State University.

Total Seal Piston Rings announced Victor Wise as its new director of quality. He will focus on day-to-day operations, working with management and manufacturing to ensure the highest-quality product ships to the customer on time, with the tightest tolerances possible. With more than 15 years of management involvement, Wise’s experience includes aerospace, automotive, semiconductor and commercial.

MW Industries completed two new acquisitions that expand its precision spring and fastener manufacturing capabilities. They include Fox Valley Spring Company (a supplier of springs, wire forms and flat springs) and Ideal Fasteners (a global manufacturer of threaded fasteners). These additions expand MW’s U.S.-based manufacturing locations and broaden its custom and stock component
capabilities.

SEMA News—March 2022

INTERNATIONAL

Global Appeal

2022 SEMA Global Media Awards

By Linda Spencer
 

Edelbrock won three GMA awards from journalists based in Canada and Argentina for its E-Force Stage 2 Supercharger Kit for Ford Mustang 5.0L and CFM Race & Performance Carburetor. Trent Goodwin (left) and Annmarie Fioravante (center) are pictured with SEMA Senior Vice President of Operations Bill Miller.

Eighty-four SEMA Show exhibitors came away from this year’s event proudly touting 2022 Global Media Awards (GMAs). This sought-after recognition from top international journalists serving as judges demonstrates the global appeal of the winning products.

Vehicle customization and personalization have been growing worldwide. The GMA program taps top international media experts to weigh in on which new products are likely to succeed in their home markets.

The global automotive specialty-equipment market is made up of enthusiasts who are passionate about the hobby. That passion can be found not only throughout the United States but also in countless spots around the globe, including Dubai, United Arab Emirates; Melbourne, Australia; and Stockholm, Sweden.

Ten international journalists served as GMA judges. They were charged with each selecting 10 products from the New Products Showcase that they believed would best resonate with consumers back home. Both large, well-established manufacturers and 13 first-time exhibitors took home GMAs.

The International Happy Hour provided an opportunity for the winning manufacturers to meet the journalists who selected their products and to learn more about the unique features of their local markets, including the trends, terrain and demand that led the judges to select their products.

SEMA News caught up with five of the judges and asked them for some insights into each of the products they selected.

CANADA

Thomas Holland, Throttle House

• Last Drop Wrench, Aluminum LDW80mm14F: “A very simple oil filter wrench that pierces the filter and lets the oil drain out safely so it doesn’t spill everywhere and get all over you (which is a very real possibility when doing oil changes; ask me how I know). Simple, effective, cheap, easy. Love it.”
• TRAC—Tire Rotation Assistance Cart/Tire Jack, TRAC Tire Jack: “Ever changed tires in your driveway and struggled to lift, move and line up the wheel on the hub? This product is a super-simple lever to slightly lift and move the tire with almost zero effort. I’ll be using this at the racetrack and in my driveway when it’s freezing out and my patience is almost nonexistent.”
• Sea Sucker, Light Bar Mount With Battery Box: “Sea Sucker makes a lot of cool suction mounts for cars, but this one is pretty great, because not everyone wants to permanently mount a light bar on a car (especially if it’s leased). This system has the mounts and the power to just slap a big, dirty light bar on your car temporarily. Super cool.”
• Victor Racing Inc., DRR1: “Um, F1-style DRS on any car? Yes, please. This wing automatically adjusts to give you different levels of downforce at preset speeds. The whole package is light, too. I might just put one of these on my race car.”
• Griot’s Garage, Compact Sit-On Creeper II: “This was a very well-designed little sit-on shop stool with a detachable creeper. Perfect for track days. Makes way more sense than bringing both a stool and creeper for racing weekends. I’ll be picking one of these up for sure.”
• Lippert—Curt, Ranch Hand, UWS, Luverne, Aries, QuickPin No-Latch Trailer Coupler: “This was one of those products that I looked at and went: ‘Why has no one made this before?’ Instead of that annoying latch to hold the trailer hitch to the ball that seizes and rusts, this is just a simple pin that slides through to attach the trailer to the truck.”
• General Motors, ZZ632/1000 Crate Engine: “Okay, here are some numbers: 1,000 hp, 10 liters, 7,000 rpm, 93 octane. Insane. If this is a sendoff to gasoline engines from GM, I’m very onboard. ’Nuff said.”
• Webb Motorworks Ltd., Webb V8 Electric Small-Block Chevy: “This is an easily swappable EV motor that you can drop in on normal engine mounts. It looks like a hot-rod American V8. Who says EVs can’t have fun engine (uh, motor) bays? The builders of this make them in a small shop and put heart and soul into making them look great. If this makes it easier for hot rodders to convert their cars to EVs in the future so we can continue to enjoy American classics, then there is hope yet.”
• Torque Trends Inc., TorqueBox for Tesla Motor: “This was a great little innovation that takes the place of a transmission in an EV-swapped car. It’s much lighter than the stock transmission (crucial for saving weight in an EV swap) and can adjust the gear ratio where necessary. Well built and great for EV swappers.”
• Antigravity Batteries LLC, Re-Start Motorcycle Batteries: “This just seems like a good idea. A lithium-ion car battery that always has a power reserve built in to be able to jumpstart the car if the battery dies. I’ve been stranded enough times to know why this just makes sense.”

Honduras

Edmundo Pazzetti, Sobre Ruedas

• Ford Motor Co., Soundbar by JBL: “We selected this product because of its design, which is not the traditional UTV bar with round individual speakers. It allows for easier and more rigorous cleaning, since UTVs are subjected to extreme conditions of dust, sand and, above all, mud. This last reason is why we believe it is ideal for our market since the UTV enthusiast groups in our region are mud lovers.”
• HIMA Lighting, Driver Fatigue Monitoring System: “Many accidents on the roads are the result of people who, due to their high level of fatigue, cannot react in an ideal way to an event—increasing the chances of being involved in an accident. I believe that this is a product that is not only interesting for our region but a solution that should be a requirement by law, at least for the heavy transport sector; a sector that is the most prone to fatigue due to many hours behind the wheel and that if accidents occur, most of them are fatal.”
• ICON Vehicle Dynamics, CDEV Shock Powered by IIC: “What’s better than being able to adjust the shock absorber settings from the comfort of the cab? Normally, the driver has to get out of the car and adjust the suspension using a special tool, however with this solution they can do so in far less time and from their mobile phone. It is very welcome because of the versatility it offers.”
• KENOH USA, LED Light Bar: “The ailments that every auxiliary light suffers are degradation from sun exposure and the possibility of damage from a rock in the road—both of which I have personally experienced. With this product, these are two less concerns to have. As above, this is a solution for all auxiliary light users in general, and while it applies very well to our market, we are sure it also applies globally.”
• Last Drop Wrench, Aluminum LDW80mm14F: “In every industry, reducing time and risk is extremely important and having a tool that can remove and drain the oil from the engine filter is something that every specialty shop would want to have.”
• MAKEiT, MAKEiT 2x2 Large Format 3D Printer: “This was the product we liked the most, and the one we believe will shape the future of the aftermarket. Instead of having a warehouse full of inventory, suppliers now only need to have this printer and the blueprints of the parts to be able to print at the customer’s request. It not only reduces costs but also increases the (virtual) capacity of products since some that have very low rotation are usually not available everywhere. In small countries, this application is even more interesting due to the market being small and the availability of many parts is limited or nonexistent—something that would not be a problem if a 3-D printer was on hand.”
• Rhino-Rack USA, Stow It: “Another product that we not only liked but need is this solution to prevent equipment theft. This problem is more accentuated in Latin American countries where the level of crime is higher, and being able to rest assured that I can leave my recovery equipment exposed without fear of returning to the car and finding the gear gone is priceless.”
• Smart Winch, RescueWinch: “Out on the trails we have seen the need to pull the car from behind, from the side or even from above. This is often impossible with the front winch and having one that can be placed at the exact point where we want to direct the recovery is very welcome. Additionally, this product is small and can easily be used because it is not so heavy.”
• Sony Car Audio, XAV-AX9500ES: “It was about time to get a full HD big screen at a decent price from Sony! Been around looking for a good quality stereo, and the market is flooded with cheap units with bad quality output.”
• Super Shiner, Buffer With Compound Dispensing System: “Reducing labor time and costs in creating quality products are, of course, the goal. This solution not only reduces labor time drastically but is also more efficient in the use of compound material and improves the uniformity of the finish. Without a doubt, something that every paint shop MUST have.”

MEXICO

Angel Gonzalez, Mas Motor

• AlphaRex, ’19–’21 Dodge Ram 2500 Nova Series LED Headlights: “The lighting that it offers in conjunction with the chips used in its design offer the driver safer handling, thanks to the scope of the 3-D projectors patented by AlphaRex. In the Mexican market, there are still many brands that need to position themselves with this type of product that provides quality and high performance thanks to its technology and the patents it has.”
• Cedar Electronics—Escort/Cobra, Escort Maxcam 360c: “This type of radar detector and dash camera is always necessary since they complement the alerts about obstacles on the road and store the information in the cloud and in the app. In Mexico, there are some similar products but not yet one as developed as this. The regulations of our country already allow the use of this technology, so a good number of sales can be expected in the short term.”
• Hella Automotive Sales Inc., Hella Black Magic LED Series: “The increase in sales of all-terrain vehicles such as Polaris in Mexico has made the market look for more accessories and an improvement in vision in low-light conditions. This product, due to its high resistance to dust and water, would undoubtedly be one of the most important components sought after for ease of installation and high durability.”
• Integrated Engineering, IE CARB-Legal Intake System for VW and Audi MQB 1.8T and 2.0T Gen 3 Engines: “Better performance engines without the need for many modifications. It is important that the different brands keep in mind the most popular applications in the countries into which they seek to export. For example in Mexico, Volkswagen and Audi are among the best sellers.”
• KENOH USA, LED Light Bar: “In a personal way, this is one of the best products for all-terrain or utility vehicles. It gives you the facility to turn it at the necessary angle to help improve the view of the road and in that way make it safer. As I mentioned in other products, the market in our country is opening up a lot to this type of vehicle and to all kinds of accessories that can be mounted to make tours safer day or night.”
• Mickey Thompson Tires & Wheels, Baja Legend MTZ: “Mickey Thompson has always been known for being a trusted brand for those of us who use their products in our vehicles. In the case of this model, it gives you the security and tranquility that, regardless of the terrain conditions, its design will give you the confidence of a quick response to the movements of the steering wheel and in braking conditions. As I already mentioned, this brand is positioning itself in our country as reliable, and its products give you the guarantee of durability.”
• Morimoto Lighting, Morimoto 4Banger A-Pillar Brackets for Tacoma (’16–’21): “The extra lighting that can be had in pickups has become very important due to the different roads traveled. This accessory for Tacoma, which is one of the best-selling trucks in Mexico, can undoubtedly be positioned in our market, which is always looking for small but useful accessories.”
• Scosche Industries Inc., ProClip Phone Mount for the ’21–’22 Ford Bronco: “The Bronco is increasingly one of the top vehicles of choice for going off-road both in the United States and in Mexico. Last November during the SEMA Show, we saw a large number of accessories for it. Inside, it has panels so that you can install different accessories for both tools and different gadgets. This phone mount is ideal, as it gives you the assurance that it will not fall at some point with movements on difficult roads.”
• Spyder Auto, Performance Lighting: “As I have mentioned, the exterior lighting of our vehicles is very important, since it gives us the peace of mind that our path is clear when driving and for the drivers of other vehicles to see us. Let’s be seen with the application of sequential lights on the Spyder products. This technology has not been fully implemented in our country. These products would be the perfect solution for this area of opportunity.”
• Vais Technology, Smart Keyless Access Based on Proximity: “This accessory can undoubtedly give you the peace of mind and security of being able to access your vehicle in an easier way, since the proximity sensors can open, close or lock the vehicle or even turn on the engine or the lights.”

UNITED ARAB EMIRATES

Nabil Moustafa, Strive Middle East

• Antigravity Batteries LLC, Lithium Starter Battery: “This is a convenient product to have, where you don’t have to worry about cables and charring your battery and how to do it. This has lots of potential in our region and is needed in every household. I would also look into the Saudi Arabia market as well, since females are now starting to drive and need easy ways to deal with car problems.”
• Dee Zee, Under-Seat Storage Drawer: “Space is always needed, and the need to store several items without them flying around is also a must. In our region, you see a lot of people going to the Gladiator, for example, because it has storage under the seats. If you look at the F-150, there’s a lot of space under the seats but no storage compartment. These are a few examples among lots of other vehicles that are used for off-roading or camping in our region.”
• Giant Loop, Armadillo Bag: “Overlanding, camping—desert activities are growing in an exponential rate, and add racing. Having the ability to move liquids in such a bag while avoiding leakage is an extremely clever idea.”
• Mastertop, Full Door Cab Cover in Durable Soft Top Vinyl for JT Gladiator Trucks: “Not just for Gladiators, but this is a must for Wranglers and now the Bronco. We all love to take off the roof and the doors, but at night (especially in our region) you get hit either by sand or humidity and need to put everything back on and remove it the next morning. It’s a hassle, and this cover solves the problem.”
• Off Road In Mind, RGB-Recovery Gear Box: “There’s always a need for extra storage, and using the lost space for a recovery kit (which is usually dirty) and having it properly stored is a great idea. Created from actual need and a must in a desert region, and it can also be easily accessible even in a desert storm.”
• Stinger Off-Road, Full Screen Front/Rearview Mirror Replacement Monitor With DVR and Backup Camera Kit: “This is a very convenient product and can fit on any car. Even OE products do not come with these features in most cars. In my opinion, it has great potential in our market.”
• Tire Stickers, DigiWall Tire Lettering: “Having the potential of adding a printed image on your tire is great. I think people will be interested in this product, especially for tuning events and activities.”
• Universal Air Suspension, Light Up Acrylic Air Tank: “Customization is always welcomed in our region. Adding air tanks is becoming really popular. So far what I have seen is either air brushing an air tank or adding lights around it, so this is a great idea that has potential in our market, especially among those who are always looking to be distinguished.”
• Webb Motorworks Ltd., Webb V12 Electric Flathead: “The trend is now electric, and lots of people are also engaging in restomods. This product will provide the solution to go electric and have the latest technologies while preserving the classic looks. As for our region, electrics are not there yet but will be in the near future—especially with UAE going carbon-neutral in the near future. It will have lots of potential.”
• Woolf Pack Racing, Natural Nitrous: “The racing scene and the constant need for being faster in our region is growing. People are looking for quick and easy-to-use solutions. This is one of these ideas, and the name is really catchy.”

VENEZUELA

Henry Pierini, AutoZulia International

• Antigravity Batteries LLC, Antigravity Batteries Lithium Powerstation: “The Lithium Powerstation is an ultra-compact and efficient power supply that everyone should have. From an emergency power supply to a must-have camping tool, it’s a product no one can go wrong with.”
• Hima Lighting, Driver Fatigue Monitoring System: “We consider the Driver Fatigue Monitoring System to be a must in all vehicles as it can potentially reduce numerous accidents caused by drowsy drivers.”
• Wiha Tools, Pro Rolling Tool Set: “The Pro Rolling Tool Set is a must-have tool set for car enthusiasts who like to go up close and personal with their vehicle maintenance and upgrades.”
• Airgas Advanced Fabrication, LightWeld 1500: “The LightWeld 1500 is essential to those who aim to learn how to weld, as well as to professional welders who need a truly portable welding tool.”
• CIC Powerbox LLC, CIC Powergrid Utility Start Power: “The CIC Powergrid Utility Start Power is an exceptional, heavy-duty, portable and self-sufficient powerhouse that offers both AC and DC as well a potent air compressor.”
• Performance Electric, PE3-8400P DIY Kit: “For enthusiasts, the PE3-8400P DIY Kit is the perfect custom wire harness kit, including tuning software to adjust your build to your liking.”
• General Motors, 4L75-R Transmission: “The 4L75-R transmission is one of the best electronically controlled, four-speed automatic transmissions currently on the market.”
• Litespeed Racing, Carbon One: “The Carbon One is an absolute game changer. Top-quality ultra-lightweight rims that will make a difference both on the street and on the track.”
• ICON Vehicle Dynamics, ICON Alloys Rebound Pro: “The ICON Alloys Rebound Pro is one of the most robust wheels currently available, capable of traversing most terrains.”
• Gold Eagle Co./303 Products, Graphene Nano Spray Coating: “We found the Graphene Nano Spray Coating to be a very complete product, offering both visual enhancements as well as improved protection to almost all surfaces of the vehicle.”

The following lists are the New Product Showcase selections by the other 2022 Global Media Award judges:

ARGENTINA

Luis Zschocke, New Tune Up

• Modern Driveline, TKX Side Shifter for Early GM A-Body and Sunbeam Tiger
• BluePrint Engines, Newly Designed Ford 302 Compatible BluePrint Engine Block Casting
• Speedmaster, Ford C4 Billet Aluminum Bolt-Together Torque Converter 3750+
• General Motors, ZZ632/1000 Crate Engine
• FiTech Fuel Injection, Go Fuel Force Fuel Mini Surge Tank
• Edelbrock Group (Edelbrock, Comp Cams, TCI, FAST, Russell), Edelbrock E-Force Stage 2 Supercharger Kit for Ford Mustang 5.0L GT Coyote ’19–’21 V8 Engines
• Edelbrock Group (Edelbrock, Comp Cams, TCI, FAST, Russell), Edelbrock VRS-4150 850-cfm Race and Performance Carburetors
• Ford Motor Company, Gen 3 Coyote Carbon-Fiber Front Timing Cover
• AADPerformance, ’15+ S550 Mustang Rear Suspension Setup
• FiTech Fuel Injection, Nemesis 4500 1,600hp Bright Aluminum EFI System

CANADA

Darren Greenwood, GarageShots Magazine

• JM3 Oil Filter Wrench, JM3 Oil Filter Wrench
• Webb Motorworks Ltd., Webb V8 Electric Small-Block Chevy
• Mile Marker Industries, Rhino Pull 1000
• Speedway Motors, Speedway Motors Bomber Seat Kit
• Vintage Air Inc., Streamline Heater
• Bed Wood and Parts, Carbon Series RetroLiner ’14–’18 Chevy/GMC with 5-ft. 8-in. Bed
• MAKEiT, 2x4 Large-Format 3D Printer, MAKEiT, 2x2 Large-Format 3D Printer
• Cube Tracker, Cube GPS Tracker
• Vais Technology, Smart Keyless Access With Push to Start
• AutoBio Tags, AutoBio Tag

Jordan Lessen, PASMAG

• Woolf Pack Racing, Natural Nitrous
• Goobi Glass, Goobi Glass
• KW/ST/Belltech Suspensions/BBS, KW Variant 5 High-Performance Four-Way Adjustable Coil-Overs
• Retro Manufacturing LLC, RetroSound Denver Radio
• Integrated Engineering, IE Carbon-Fiber Intake System for Audi B9 S4, S5 and RS5
• Integrated Engineering, IE Carbon Fiber-Intake System for Audi C7 S6, S7 and RS7
• Edelbrock Group (Edelbrock, Comp Cams, TCI, FAST, Russell), Edelbrock E-Force Stage 2 Supercharger Kit for Ford Mustang 5.0L GT Coyote ’19–’21 V8 Engines
• Victor Racing Inc., DRR1
• Turbosmart, Electronic StraightGate 50
• Lingenfelter Performance Engineering, Lingenfelter Performance Engineering C8 LT2 Performance Design Carbon pTR Intake Manifold System

CHILE

Pablo Olmos, Cars & Coffee Chile

• Vyper Chairs, Robust Steel Max
• JM3 Oil Filter Wrench, JM3 Oil Filter Wrench
• Griot’s Garage, Compact Sit-On Creeper II
• Adam’s Polishes, Adam’s SK Pro Micro Cordless Swirl Killer 2.0
• Adam’s Polishes, Adam’s Premium Foam Cannon
• Adam’s Polishes, Adam’s Premium Foam Gun
• Adam’s Polishes, Adam’s Advanced Graphene Ceramic Coating
• Adam’s Polishes, Adam’s Advanced Spray Graphene Ceramic Coating
• BoxoUSA, MotoBox Toolbox
• Last Drop Wrench, Last Drop Wrench—Aluminum LDW80mm14F

ISRAEL

Pini Paz, Ron Paz Ltd.

• Antigravity Batteries LLC, Antigravity Batteries Lithium Powerstation
• AutoParts4Less.Com, AutoParts4Less.com World’s First Dedicated Multi-Seller Automotive Parts Only Marketplaces!
• Castrol, Castrol GTX Full Synthetic Motor Oil
• Greer Products LLC, Thumbguntool
• Lippert—Curt, Ranch Hand, UWS, Luverne, Aries, Echo Under-Dash Trailer Brake Controller, Bluetooth Smartphone Connection
• Maxxsonics, MB Quart MBQRG-STG3-1 800-Watt Stage 3 Polaris Ranger Tuned System
• Mothers Polish, Mothers Ultimate Hybrid 1-Step Ceramic Clay & Coat
• Project X, Project X Rock Lights With Integrated 4K Cameras
• SummitCRS, Production Board—Countdown
• Ventra Technology, Ventra VDR-130 Dual-Camera Dashcam With WiFi

First-time exhibitor JM3 Oil Filter Wrench won two GMA awards. Company executives pose here with SEMA Senior Vice President of Operations Bill Miller (right).

Winning Exhibitors by Count

• Adam’s Polishes–5
• Antigravity Batteries LLC–4
• Edelbrock Group (Edelbrock, Comp Cams, TCI, FAST, Russell)–3
• General Motors–3
• Integrated Engineering–3
• Last Drop Wrench–3
• Webb Motorworks Ltd.–3
• FiTech Fuel Injection–2
• Ford Motor Company–2
• Griot’s Garage–2
• Hima Lighting–2
• ICON Vehicle Dynamics–2
• JM3 Oil Filter Wrench–2
• KENOH USA LED Light Bar–2
• Lippert—Curt, Ranch Hand, UWS, Luverne, Aries–2
• Makeit 2x4 Large Format 3D Printer–2
• Vais Technology–2
• Victor Racing Inc.–2
• Woolf Pack Racing–2
• AADPerformance–1
• Airgas Advanced Fabrication–1
• AlphaRex–1
• AutoBio Tags–1
• AutoParts4Less.Com–1
• Bed Wood and Parts–1
• BluePrint Engines–1
• BoxoUSA–1
• Castrol–1
• Cedar Electronics—Escort/Cobra–1
• CIC Powerbox LLC–1
• Cube Tracker–1
• Dee Zee–1
• Giant Loop–1
• Gold Eagle Co./303 Products–1
• Goobi Glass–1
• Greer Products LLC–1
• Hella Automotive Sales, Inc.–1
• KW/ST/Belltech Suspensions/BBS–1
• Lingenfelter Performance Engineering–1
• Litespeed Racing–1
• Mastertop–1
• Maxxsonics–1
• Mickey Thompson Tires & Wheels–1
• Mile Marker Industries–1
• Modern Driveline–1
• Morimoto Lighting–1Mothers Polish–1
• Off Road In Mind–1
• Performance Electronics–1
• Project X–1
• Retro Manufacturing LLC–1
• Rhino-Rack USA–1
• Scosche Industries, Inc.–1
• SeaSucker–1
• Smart Winch–1
• Sony Car Audio–1
• Speedmaster–1
• Speedway Motors–1
• Spyder Auto–1
• Stinger Off-Road–1
• SummitCRS–1
• Super Shiner–1
• Tire Stickers–1
• Torque Trends Inc.–1
• TRAC—Tire Rotation Assistance Cart/Tire Jack–1
• Turbosmart–1
• Universal Air Suspension–1
• Ventra Technology–1
• Vintage Air Inc.–1
• Vyper Chairs–1
• Wiha Tools–1
• First-Time Exhibitors Winning
• Global Media Awards–Count
• JM3 Oil Filter Wrench–2
• Woolf Pack Racing–2
• AADPerformance–1
• AutoBio Tags–1
• Cube Tracker–1
• Goobi Glass–1
• Mastertop–1
• Morimoto Lighting–1
• Off Road In Mind–1
• Project X–1
• Stinger Off-Road–1
• Super Shiner–1
• Vyper Chairs–1

  SEMA News—March 2022

REQUIRED READING

By Juan Torres, Rachel Tatum and Carr Winn

SEMA Members in the Media

Victory by Brute Force

Robert Matranga and his ’55 Chevy named “Brute Force” took the top prize in the eighth annual SEMA Battle of the Builders competition, edging out more than 240 vehicles that were entered into the internationally recognized contest. SEMA Battle of the Builders is widely known as one of the elite platforms for builders to showcase their work and compete for the coveted top honor during the SEMA Show in Las Vegas.

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SEMA News—March 2022

INDUSTRY NEWS

“SEMA Industry Indicators” Report

While consumer spending remains robust, rising inflation is dampening consumer confidence, according to the latest “SEMA Industry Indicators” report.

While U.S. economic growth was underwhelming in the third quarter, incoming economic data suggests growth revved up in the fourth quarter, barring any major setbacks from the Omicron coronavirus variant or other major uncertainties, according to the latest “SEMA Industry Indicators” report.

Consumers look positioned to continue to spend money. Savings rates remain well above pre-pandemic levels. Additionally, there continues to be extremely strong demand for workers, and wages are rising as a result. However, rising inflation is dampening consumer confidence, with sentiment dropping to a decade low in November. Despite that, expect consumer spending to continue.

However, the availability of things to buy remains constrained. Inventory levels for new vehicles continue to be low. Dealer levels typically cover roughly two and a half months of sales. Today, they can only cover about two weeks on average. Backlogs at West Coast ports remain a challenge. As a result, pent-up demand continues to build. This will likely fuel solid growth through at least the first half of 2022.

To learn more about the latest trends affecting the economy and the specialty-equipment industry, download the latest “SEMA Industry Indicators” report today at www.sema.org/research.

SEMA Scholarship Applications Now Open

The 2022 SEMA Scholarship application period for students preparing for careers in the automotive or auto parts industries is now open.

The SEMA Memorial Scholarship Fund offers financial assistance of up to $5,000 to foster the next generation of automotive aftermarket industry leaders and innovators. A loan forgiveness component is also available to employees of SEMA-member companies who have completed their studies and are currently paying off a loan for a program at an accredited university, college or vocational/technical program within the United States.

“College is expensive, and receiving a SEMA scholarship can help ease financial concerns for current students and recent graduates who have outstanding student debt,” said Byron Bergmann, SEMA member services project manager. “Reducing cost also means students have more time to focus their studies toward a career in our industry. That gives them a competitive advantage and can empower them to reach their academic and career goals.”

Scholarships are available in a variety of categories, including but not limited to accounting, sales, marketing and engineering. Eligible students and SEMA-member company employees can apply at www.sema.org/scholarships until March 1, 2022.

››› Students preparing for careers in the automotive industry can now apply for tuition assistance from the SEMA Memorial Scholarship fund through March 1, 2022.

SEMA Launches Education Library for Automotive Professionals

The new, free SEMA Virtual Education Portal can keep automotive pros up to date on the latest consumer trends, advances in technology and industry best practices.

SEMA has launched a new online education library to provide the automotive aftermarket with easy and affordable year-round access to experts and
leaders.

From technical details about advanced driver-assistance systems and legislative and advocacy updates to best practices and tips on common business skills and behind-the-scenes conversations with industry leaders, celebrities and icons, the new SEMA Virtual Education Portal at www.sema.org/education includes a comprehensive collection of educational webinars and resources targeted to the automotive aftermarket.

“The SEMA Virtual Education Portal provides the automotive aftermarket with a one-stop shop of industry-leading education and resources that will support the industry throughout the year,” said Gary Vigil, SEMA senior manager of professional development. “The portal is user-friendly and provides businesses and employees with a convenient way to learn best practices and increase their knowledge in order to advance in their careers.”

More than 50 on-demand sessions are already housed on the SEMA Virtual Education website. Searchable categories include but are not limited to marketing and sales, small-business strategies, legislative and regulatory, trends and research, vehicle technology, and professional development. New content will be added weekly.

Users can access the program and create a personal profile at www.sema.org/education.

Harbor Freight Tools Foundation Donates $100,000 to SEMA Student and Charity Initiatives

Nationwide tool and equipment retailer Harbor Freight Tools has announced a donation of $100,000 to SEMA Cares and the SEMA Scholarship Fund. The donation is intended to support SEMA’s outreach to youth in need on a variety of levels.

“SEMA wishes to thank the Harbor Freight Tools Foundation, LLC for their incredible generosity,” said SEMA President and CEO Chris Kersting. “This is a unique and significant gift that will benefit the many young people served by our association’s charity and scholarship programs. We greatly appreciate the support to the association and the industry that this donation represents.”

Harbor Freight Tools, a national tool store chain owned and led by Eric Smidt, has more than 1,200 locations across the United States. Through The Smidt Foundation, Smidt launched the Harbor Freight Tools for Schools Prize for Teaching Excellence, which awards more than $1 million annually to 18 outstanding U.S. public high school skilled trades teachers and their programs. The prize is just one part of a broader aim to increase understanding, support and investment in skilled trades education in U.S. public high schools.

“We are thrilled to support the important work of SEMA Cares,” said Smidt. “The SEMA Scholarship Fund provides much needed support for the education journey of young people working in the automotive industry. We especially applaud the ways these scholarships help recognize and nurture talent and open doors of opportunity.”

Established in 2007, SEMA Cares seeks to mobilize the aftermarket to improve the lives of children in need by supporting such charities as the Austin Hatcher Foundation for pediatric cancer, Childhelp for the prevention and treatment of child abuse, and the Victory Junction camp for children with serious medical conditions and illnesses. In addition, the SEMA Scholarship Fund and Loan Forgiveness programs offer students from all academic and technical disciplines within the automotive industry help with college tuition and student loans.

SEMA News—March 2022

EVENTS

Compiled by SEMA News Editors

Battle of the Builders

The 12 Finalists and Their Custom Creations

Custom-car builders from all parts of North America entered the 2021 Battle of the Builders competition. Industry veterans competed with newbies looking to make names for themselves. The format remained the same as in previous years, with winners recognized in four different categories: Hot Rod, Truck/Off-Road, Sport Compact and Young Guns (builders under age 27).

A panel of industry experts reduced the more than 250 entries to a list of 40 semifinalists within the first couple of days after the deadline for submissions passed. Those 40 made the trip to Las Vegas for the 2021 SEMA Show, where their numbers were subsequently winnowed down to a Top 12. At that point, the 12 finalists judged each other’s work to determine the winner of each category as well as the overall winner.

In 2021, the winners were Bob Matranga (Hot Rod), Bryan Thompson (Truck/Off-Road), Eddie Pettus (Sport Compact/Import) and Dayton Jacobson (Young Guns). When the dust settled, Bob Matranga ended with the best-overall award for his ’55 Chevy.

Especially notable for 2021 was the presence of BOTB’s first-ever female competitors, with both Sammi Frazier (Sport Compact/Import) and Chelsie Lesnoski (Young Guns) making the Final 12 entries.

The four finalists of this year’s competition were highlighted along with other featured builders in a TV special, “SEMA: Battle of the Builders,” which aired on A+E Networks’ FYI and History’s Drive block last month. Check your local listings for repeat broadcasts.

The top 12 finalists at the 2021 BOTB included (top row, left to right) Simo Veharanta (Sport Compact/Import), Dayton Jacobson (Young Guns), Mike Filion (Hot Rod), Eddie Pettus (Sport Compact/Import), Jeremy Miranda (Hot Rod), Bob Matranga (Hot Rod) and (front row, left to right) Bryan Thompson (Truck/Off-Road), Sammi Frazier (Sport Compact/Import), Cole Marten (Young Guns), Chelsie Lesnoski (Young Guns), Mark Giambalvo (Truck/Off-Road) and Kamaka Pocock (Truck/Off-Road).

For more information on the competition, visit www.sema.org/botb.

Builder: Chelsie Lesnoski, Throttle Thrashers Garage, Penticton, British Columbia, Canada

Vehicle: ’93 Mazda RX7 FD

Category: Young Guns

“I always wanted to make a mid-engine,” Chelsie Lesnoski explained. “I liked the platform and the idea of it, and I knew it would make people say: ‘What is that?’”

The best part of the build? “It’s the world’s first mid-engine Mazda RX7,” which was put together in a brisk two months. The powertrain of choice—an Audi 2.7L twin-turbo V6 mated to a VW Passat transmission—could be swapped into the vehicle easily enough, but in-cab difficulties arose when relocating the powertrain rearward. “RX7 cockpits are already ridiculously small,” Lesnoski noted. “I was basically eating the steering wheel” with the new underhood configuration.

The solution she devised was to move the custom-welded FD rear axle three inches toward the back of the car, which created the necessary clearance “for saving your kneecaps.” Custom subframes were added to support the new engine/transmission assembly, and an early-’00s Porsche Cayenne donated its shift linkage, which was “just the right length.” Because no aftermarket version exists for this project, a custom wiring harness was built and plumbed into the vehicle’s electrics.

Scarcely a single body panel exists from the original car. The custom 6-in. widebody kit was builder-made and -molded out of 22-gauge outer and 18-gauge inner sheet steel. The massive molded-in side vents provide air flow for the 2.7L engine, and the custom front trunk tubs accommodate a fuel cell. The hood vents, front valence and rear diffuser are all custom pieces.

Metallic Root Beer paint was blended with a black base coat to make a two-tone paint scheme with a satin and gloss finish. Underneath, the floorpan was removed and replaced by custom-braced and -bent 14-gauge steel, and the transmission tunnel was inverted, resulting in a fully flat undercarriage with no hoses or lines visible.

“Every nut, bolt, weld and paint was done by my own hands,” Lesnoski concluded.

Sporting a host of custom metal work and massive side vents, the RX-7 features a custom two-tone paint scheme with a satin and gloss finish.

The custom fabricated dual exhaust tips are tucked up high on the rear of the vehicle, safely out of harm’s way.

The mid-engine 2.7 Audi twin-turbo V6 utilizes a VW Passat transmission to transfer power to a custom-welded rearend running FD hubs.

An examination of the Mazda’s exterior reveals seamless body panel fitments and a lustrous paint application.

 

Builder: Bryan Thompson, Serious Customs, Boise, Idaho

Vehicle: ’34 Ford Pickup

Category: Truck/Off-Road

“Massively customized” was Bryan Thompson’s description of his ’34 Ford pickup, which was a 13-year project stretching over “several thousand hours.” Painstakingly crafted with a healthy respect for the past, this classic pickup was the deserving winner of the always-competitive Truck/Off-Road class.

Not unexpectedly, “Serious Black” rests on a classic foundation. Start with the original Henry Ford steel cab, which was chopped 5 in., stretched 6 in. in the doors, channeled over a slivered ’34 Ford frame, and outfitted with a sectioned grille. All told, the vehicle was stretched some two feet longer than stock.

More old-school goodness can be found under the hood in the form of an Isky-cammed ’49 8BA Ford Flathead engine built by H&H Flathead. It is secured by custom “must-see” motor mounts—repurposed rear wishbones from a ’39 Mercury—and topped with three Stromberg 97 carbs and polished Edelbrock cylinder heads.

A Ford C4 transmission sends power to a Ford 9-in. rearend that is located by a pair of Aldan coil-overs. This modification required the frame to be stepped up in back to achieve the proper axle/suspension clearance, while a dropped tube Super Bell front end runs split wishbones. The entire front-end assembly has been chromed to achieve an optimal color balance with the black paint scheme. One set of components that wasn’t touched was the brakes, which are still the original units “with a little dolling up,” Thompson said. The Coker tires are pointed in the right direction by Ford F1 cowl steering.

The Ford’s interior is all custom, with stitch work from Andrew’s Upholstery and components from Lokar and Classic Instruments incorporated into the mix. In the back, the custom bed incorporates bead rolls to match the tire size and body lines, and the ’30s Ford luggage chest now serves as a fuel tank. The paint and bodywork were handled by Antone’s Chrome by Global Plating, and Wrecked Metal also provided additional assembly support.

Striking a classic stance, Bryan Thompson’s Truck/Off-Road champion ’34 Ford was chopped, channeled and stretched 6 in. in the doors.

The trick bed treatment includes bead rolls to complement the truck’s body lines, and the old ’30s luggage box now serves as a fuel tank.

A ’49 8BA engine powers the Ford, and it’s fed by three 97 Stromberg carbs and polished H&H Flathead cylinder heads.

The all-custom Ford’s interior preserves much of the ’34’s aesthetics, though the presence of Lokar and Classic Instruments parts bring it into the present day.

 

Builder: Eddie Pettus, Eddie’s Rod and Custom, Cedar Rapids, Iowa

Vehicle: ’61 Austin Healey Sprite

Category: Sport Compact/Import

In a world dominated by musclecars, Tri-Fives, rat rods and square-bodies, Eddie Pettus’ ’61 Bugeye stands out from the crowd at any car show, and BOTB 2021 was no different. Built to “feel and appear like a vintage race car while functioning and handling like a new car,” it was a deserving winner of the Sport Compact/Import class.

“Many thousands of hours” went into the build, which began with a bare Austin tub and a mid-’90s Mazda Miata that donated its innards to give the project life. The 1.6L Mazda four-cylinder was swapped into the Austin’s engine bay, but the five-speed transmission, driveshaft and rear axle all needed extensive modifications.

All told, the drivetrain was shortened over a foot to fit the wheelbase, and it was narrowed a foot to fit beneath the body. All that custom work likewise required fabricating a custom chassis, which now incorporates the Mazda suspension that was also narrowed over a foot and now utilizes QA1 coil-over shocks. Ultra-grippy Toyo Proxes tires comprise the rolling stock.

The exterior underwent extensive modifications. The body panels and moldings were shaved to give the car a smoother, more streamlined look, and a custom tilt hood/front-end assembly was fabricated. The rear tail pan and underbelly are also custom one-offs, as are the wheelwells and LED headlights and taillights. The windshield was chopped and customized, and the body was treated to a coat of BASF Glasurit red paint.

Sprites were originally envisioned as budget-friendly vehicles in 1961, and this build does a commendable job of recreating the cars’ relatively Spartan interior. It’s all custom, however, with Moore & Giles upholstery enveloping passengers in luxurious leather work and a shaved dash housing a complement of aftermarket gauges. Design Engineering titanium insulation provides heat and noise reduction, and an XS Power lithium battery delivers spark.

The Mazda four-cylinder fits snugly in the Austin’s engine bay. Design Engineering heat wrap keeps underhood temperatures down, and an XS Power lithium battery provides spark.

The Sprite’s head- and taillights are custom LED units that are housed in custom bezels.

As it was in 1961, the budget-minded Austin’s interior is fairly Spartan—save the luxurious Moore & Giles leather package.

The Battle of the Builders Sport Compact/Import champion, the Bugeye Sprite was a crowd-pleaser at the 2021 SEMA Show.

 

Builder: Dayton Jacobson, Jacobson’s Welding & Powdercoating, Burnsville, Minnesota

Vehicle: ’00 Chevrolet S10

Category: Young Guns

This bright orange S10 is “my business card, so everyone knows what I can do and what they can have done on their cars,” said Dayton Jacobson. Now that he and his truck have been named the BOTB Young Guns champion for 2021, there’s a chance he might just see an uptick in business this year.

A four-year overhaul of a truck he’s owned since age 15, Jacobson calls his creation “The V-Killer”—because it’s faster than his CTS-V. That’s not surprising, given the estimated 1,000 hp lurking under the hood courtesy of a built 5.3L aluminum block that’s been turbocharged, overbored and outfitted with CNC-machined heads. Behind it is a built 4L80E transmission that transfers power to a Ford 9-in. rearend with a Strange center section equipped with a Detroit Locker and 3.50:1 gears.

Suspension duties are handled by a four-link supplemented by Ride Tech Shockwave air springs, a rear Watts link and “the biggest sway bars I could fit.” The three-piece custom-powdercoated Brada Forged wheels that were made to builder spec are halted by six-piston front and four-piston rear Brembo brakes. The truck’s rear frame was back-halved to accommodate wide 335/30R19 tires.

The exterior sports numerous carbon-fiber touches, including the bed floor and the hand-formed front bumper, grille and tailgate. A CTS-V hood vent was integrated into the custom hood, Cadillac taillights were added to the back, and a panoramic sunroof from a Pontiac G6 was grafted onto the roof. All of the powdercoating, ceramic coating and carbon-fiber work were builder-applied, and the Recaro seats and RJS harnesses are accented by upholstering from Top Stitch Upholstery (the only thing Jacobson didn’t do).

A first-time SEMA Show attendee, Jacobson appreciated being able to meet and interact with people he’s looked up to for years. “When they come up to me and say something nice about my carbon-fiber work, it really means a lot, because it’s something I’ve worked really hard at.”

The bright orange “business card” S10 serves as a rolling showcase for its builder’s fabrication and customization skills, which can be seen in the bumpers, hood and panoramic sunroof.

The S10’s retracting panoramic sunroof was donated by a Pontiac G6.

Producing an estimated 1,000 hp, the built 5.3L aluminum block is outfitted with CNC cylinder heads and backed by a 4L80E transmission.

The interior color matches the exterior, with Recaro seats and RJS harnesses providing comfort and security.

 

Builder: Mark Giambalvo, Creative Rod and Kustom, Womelsdorf, Pennsylvania

Vehicle: ’30 Ford Model A Two-Door Sedan

Category: Hot Rod

Last year’s SEMA360 Truck class champion returned to the 2021 SEMA Show with a classic Ford that’s “built to Ridler-quality level,” he stated. With at least 2,000 hours of work put into it over the past year, the Ford features many minute details that might escape the casual viewer but make it a contender at any car show.

Sitting on a custom Roadster Shop chassis that incorporates a 7-in.-stretched wheelbase and a custom cantilevered suspension, the Ford is powered by a smoothed and polished ’56 Cadillac V8 topped with Tri-Power injection and an air cleaner/intake assembly that was CNC-machined from billet aluminum. Backing it is a Bowler-prepped five-speed that provides motive power for a set of Excelsior tires. The one-off Dayton wire wheels feature a cross-lace pattern and are braked by a set of stoppers provided by Johnson’s Hot Rod Shop.

The Ford’s exterior is awash in custom work. The roof was treated to a 41/2-in. chop courtesy of Cornfield Customs Ltd., and the hood and hood sides are hand-built units. The rear wheelwells were hand-
fabricated, the windshield frame is a one-off billet piece, and the body was channeled 1 in. over the chassis.

A one-off Pines Waterfront-style grille was provided by Alumicraft, and the hand-built roof section with a removable flush insert evokes the lines of a ’32 Ford. Advance Plating applied the Black Pearl chrome work, which is a first-ever feature, and the PPG Rebel Green paint was laid down at the builder’s shop, with all exterior parts painted and chromed “so they wouldn’t take on a modern look.”

The interior is likewise filled with one-off touches, including a custom set of Classic Instruments gauges and sound-deadening materials from Design Engineering. The custom seats were upholstered by Bux Customs and rest on hand-built floorboards. The removable roof insert utilizes dozens of pieces of black walnut that were water-jetted and formed to fit the roofline.

The Model A’s wheelbase was stretched 7 in., its roofline was chopped 41/2 in., and its bodywork was slightly channeled to match the custom Roadster Shop chassis.

Tri-Power-injected Cadillac power moves the Ford, and a Bowler Performance five-speed gets the ponies to the wheels.

The Bux Customs-built interior sits on hand-built floorboards, and the Classic Instruments gauges are one-off items.

The custom suspension shows the same meticulous attention to detail as was paid to the rest of the car.

 

Builder: Jeremy Miranda, Miranda Built, Delray Beach, Florida

Vehicle: ’59 Chevrolet Apache

Category: Truck/Off-Road

Trucks have been a hot commodity in the restoration and restomod sectors in recent years, and Jeremy Miranda’s ’59 Apache aims to bring an old Bowtie into the digital age with a full roster of modern-day componentry that’s complemented by classic bodywork.

Inside the custom-fabricated engine bay, a 435hp LS3 is topped by a TVS 2300 Magnacharger and rests within a Roadster Shop SPEC chassis. It’s equipped with a Concept One front drive pulley system and aided by a custom 21/2-in. stainless exhaust and Borla mufflers. Backing the engine is a TR56 six-speed transmission that sends power to a Ford 9-in. rearend fortified with 3.70:1 gears. Baer disc brakes with custom stainless brake lines bring a set of Michelin tires and ADV1 wheels to a halt.

Inside, the Apache sports a custom leather interior treatment from InnerWorx Custom. The custom-fabricated dash houses a complement of Auto Meter SPEK gauges, and Vintage Air A/C keeps cabin temperatures comfortable. An Infinity multiplex wiring system enables pushbutton start, and an Alpine 7-in. screen with JL Audio components provides infotainment. A Sparc Industries steering wheel utilizes an ididit steering column, and Design Engineering Boom Mat reduces vibration and harshness for the occupants.

The Chevy’s fully gapped exterior is awash in custom bodywork courtesy of Relic Resto Mods, including the smoothed and tucked bumpers, the flush-fit glasswork and the custom-fabricated wheel tubs. The carbon-fiber hood and rear spoiler add style, and the front valence and grille are both one-off fabrications. BBT Fab billet mirrors and EMS billet hood hinges provide strength and sizzle. The custom-fit aluminum-panel bed incorporates airbrushing and polished bed straps from Bones Custom. PPG paint adorns the body, and the underside utilizes Raptor Liner to protect against the elements.

Sporting a fully gapped exterior, Jeremy Miranda’s ’59 Apache features a one-off grille and front valence, flush glasswork and custom wheel tubs.

The Chevy’s grille and front valence are one-off-pieces, and its bumpers have been smoothed and tucked.

The clean and uncluttered engine bay is home to an LS3 topped with a Magnuson supercharger, and it’s backed by a T56 six-speed transmission.

The InnerWorx Custom interior accommodates a Sparc steering wheel, a 7-in. Alpine display screen, JL Audio components, and pushbutton start.

 

Builder: Sammi Frazier, Campbell Auto Restorations, Campbell, California

Vehicle: ’73 Datsun 240Z

Category: Sport Compact/Import

As one of BOTB’s two first-ever female competitors, Sammi Frazier is “really excited that I can go to the SEMA Show and hold my own against these other builders,” adding that “this is my first build.” Judging by the looks of her handiwork—not to mention a Top 3 finish in Sport Compact—it surely won’t be her last.

“There’s not a part on this car that hasn’t been touched or modified in some way, shape or form,” she claimed of her six-year project, which was built primarily to autocross. The Datsun packs a punch under the hood in the form of an LS2 engine that was pulled from a Corvette. It’s topped by a Speedmaster intake with eight-stack injectors and aided by a Comp camshaft. Output is an estimated 420 hp, which is plenty of muscle for a lightweight vehicle (2,700 lbs.). Interestingly, no modifications needed to be made to the hood.

The engine is backed by a T56 six-speed transmission donated by a ’00 Camaro, and it sends power to a ’92 Infiniti Q45 rear differential with CV shafts that turn a set of refinished and bronze-painted 17-in. Bogart wheels and 255/70R17 Falken Azenis tires. The rolling stock is located by Techno Toys Tuning lower control arms, and all drivetrain components have been metal-finished and two-stage painted.

Outside, the Datsun was equipped with a SubtleZ flare kit that was cut to accommodate custom bumpers and a larger-
diameter tire. The rear BRE spoiler was custom-notched to provide a trick look. The fuel filler door, all emblem holes and the side-marker lights were welded up in the body, and the stock fuel tank was swapped out for an ’89 Camaro EFI tank with the filler door relocated behind the license plate.

Inside, the Garrett saddle-leather bucket seating sports Alcantara styling touches and removable seat inserts, and a full eight-point rollcage (which was “a real pain” to work around) is ready for hot laps. Classic Instruments gauges keep watch over the underhood functions, and Vintage Air provides the heat and defrosting.

Putting out an estimated 420 hp, the LS2 V8 is topped by a Speedmaster intake and eight-stack injectors, and it’s beefed up internally by a Comp cam.

The Falken tires are mounted to trick Bogart Racing wheels, which were sourced from a customer who refinished them before Frazier treated them to a bronze paint scheme.

Saddle leather and Alcantara trim combine with an eight-point cage and race-ready harnesses to make a car that’s at once sumptuous and straightforward.

The 240Z is coated in rich burgundy paint and equipped with a custom-cut Subtle Z flare kit and Falken Azenis tires wrapped around 17-in. Bogart wheels.

 

Builder: Cole Marten, Throttle Thrashers Garage, Penticton, British Columbia, Canada

Vehicle: ’91 Nissan Skyline R32 GTR

Category: Young Guns

“Surprised to be here.” That was Cole Marten’s reaction to getting a Golden Ticket to compete at 2021 Battle of the Builders. Looking at his custom handiwork, though, it’s apparent that his one-of-a-kind GTR is a worthy competitor and a deserving Top 12 finalist. It’s a combination of creativity and resourcefulness.

“I’ve been on a budget when building this car, so I had to find ways to be resourceful, not always buying brand-new parts but creating stuff out of scrap metal that was laying around the shop,” he said. Examples of his adaptability abound on the Nissan, starting with the exhaust manifold, which was a secondhand piece. “It was originally a top-mount turbo manifold, which I cut up to turn it into a bottom-mount manifold,” he said. “That’s where I learned how to TIG weld.”

The custom dash provides another example. Since he wanted to convert the right-hand-drive Skyline to left-hand drive, Marten faced the problem many builders face: “Nobody made any parts for these.” He fabricated his own dash, but it took some trial and error. “First I tried cutting up the original dash, and that didn’t work,” he said. “Then I tried a Passat dash, and I didn’t like the way that looked either.” Eventually, he made up a new piece from scratch, welding up pieces of sheetmetal that he then covered with foam and suede-like fabric, which in turn is highlighted by custom yellow stitching.

Billed as “the world’s first-ever 2JZ AWD conversion,” the Nissan’s engine bay attracted a lot of attention, starting with the 1,000hp Supra engine that Marten built from a bare block. He welded a custom GTR front differential to the bottom of the engine to achieve an all-wheel-drive conversion in the process.

There are numerous one-off touches, from the molded-in 6-in. widebody kit to the custom-tubbed front end with the tubs shaved “so it looks like the engine is floating,” with no visible wires or rubber hoses. “I’ve done everything to the car but putting the rubber on the wheels,” he concluded.

Built on a budget, the Skyline GTR was converted to an all-wheel-drive powertrain, then to left-hand-drive operation.

The 6-in. molded widebody kit lends an aggressive look while largely preserving the factory proportions. In the trunk sits a custom fuel cell.

“The world’s first-ever 2JZ AWD conversion,” the Nissan’s powerplant produces an estimated 1,000 hp. It was “built from a bare block,” Marten said.

The Skyline’s custom left-hand-drive dash was fabricated from sheetmetal, then covered in suede-like fabric. A Sparco wheel and Sparco racing seats provide race-caliber performance.

 

Builder: Mike Filion, Pro Design, Lake Havasu City, California

Vehicle: ’56 Oldsmobile 98

Category: Hot Rod

“It’s a big car,” Mike Filion noted with a smile, “with a lot of pieces to the puzzle that make it difficult to work with.” Still, it’s a winner of multiple car-show accolades, including Goodguys’ 2020 Custom of the Year award, so “Oldssled” came to BOTB with an impressive pedigree. Eight years in the making, this custom build required thousands of man-hours (an estimated 2,500 for the paint and bodywork alone) to bring it to fruition.

Virtually every element of the Olds’ bodywork has been redesigned or revised. For starters, the original hard top was ditched in favor of a removable Carson-type soft top that flows from the windshield, which received a 21/4-in. chop. The Corvette-style grille adds a toothy look, and the frenched headlights contain 3-D-printed LED lenses.

Looking toward the back, the rear bumper was notched to accommodate a custom dual exhaust, and the custom taillights also use 3-D-printed three-piece lenses in hand-fabricated bezels that mimic ’56 Packard units. The exterior was treated to a custom blend of House of Kolor “Way Past Midnight Blue” paint, which was applied by Star Side Designs. The triple plating of all chrome components was executed by Advanced Plating.

Underneath the lustrous sheetmetal lies a full custom engine bay housing a ’55 Chrysler 354ci Hemi that’s topped by an Autotrend EFI resting on a six-carb manifold and highlighted by billet air cleaners. A custom exhaust incorporates Magnaflow mufflers and Cerakoted exhaust components. The Olds rides on a fully boxed frame that incorporates an Air Ride suspension, and it rolls on a set of Nitto tires wrapped around 3-D-printed custom wheels that were designed to mimic ’56 Olds Starfire hubcaps.

The all-custom interior is relatively simple yet luxurious. The beige leather stitch work was handled by Bill’s Auto Upholstery. A floating center console houses a custom shifter, and a Lincoln Zephyr-inspired gauge cluster is outfitted with a set of Classic Instruments gauges.

A first-generation 354 Chrysler Hemi resides inside the all-custom engine bay, and it’s topped by an Autotrends EFI faux six-carb setup.

The tastefully accented interior features a one-off center gauge cluster from Classic Instruments and a custom-painted steering wheel.

The Olds’ bodywork is extensive, as seen by the heavily massaged bumpers, custom headlight bezels and toothy ’Vette-style grille.

A classic reimagined, Mike Filion’s ’56 Olds 98 brings elegance and style to any car show, and SEMA Showgoers took notice.

 

Builder: Kamaka Pocock, Born Vintage Hot Rods, Bakersfield, California

Vehicle: ’67 Chevrolet C10

Category: Truck/Off-Road

“It’s the Super Bowl for what we do,” said Kamaka Pocock of the SEMA Show. “All the top builders will be there, and you’ve gotta bring your A game.” Considering the stiff competition anyone building a GM square-body would face, a Top 3 finish in class indicates that this truck is ready to mix it up with the heavy hitters.

With a focus on a timeless look, the Chevy’s exterior received an extensive reworking. The billet front grille was machined by EVOD, as were the one-off headlight bezels, exhaust tips and hood hinges. The front bumper was shaved, tucked and frenched, and the rear bedside was lowered 2 in. to match the bottom of the tucked rear bumper. The bed floor and bedsides were hand-hammered, the bed being air hammered out of two pieces of sheetmetal to differentiate it from a conventional bead roll treatment.

The LED headlights were sourced from J.W. Speaker, and the “earthy tone” paint scheme was chosen “so five to 10 years from now, it’ll look like it was done just yesterday.” Ogden Chrome applied the chrome work, and AM Hot Rod Glass provided the custom glass.

Cradled inside a Porterbuilt chassis that utilizes a fully bagged AccuAir suspension, an LSX 376 engine is topped with a Magnuson supercharger and assisted by a Magnaflow exhaust. Power flows to a TCI 6X six-speed transmission, which further transfers power to a set of Forgeline DE3C wheels sporting polished lips and satin bronze fascias. They’re stopped by Wilwood disc brakes.

Inside the Chevy, the Ron Mangus interior was inspired by “the elegant look and feel of a Denali pickup,” with leather applications to the seats, dash and door panels. Dakota Digital gauges monitor engine functions, and the dash, steering wheel and vents are all custom pieces.

“We really tried to emphasize the fit and finish of the truck and just refine what is already a good-looking truck,”
Pocock said.

Built with an eye on fit and finish, the square-body C10 features subtle and understated design modifications to its front end, bumpers and bed work.

The hand-hammered bed and bedside metal was designed to give a greater sense of depth to the bed over a traditional bead-roll look.

Nestled in an all-custom engine bay, the LSX engine is topped by a Magnuson supercharger and backed by a TCI six-speed transmission.

The Ron Mangus interior is awash in sumptuous leather, and Classic Instruments gauges reside in a custom cluster.

 

Builder: Simo Veharanta, SV Automotive Engineering, Ontario, California

Vehicle: ’82 Porsche 911 RSR

Category: Sport Compact/Import

A veteran Porsche builder but a first-time SEMA attendee, Simo Veharanta put his BOTB experience into perspective: “It would be nice to know that after [building] 400 vehicles and all the sweat we put into this car, making the Top 12 would validate everything that we’ve put into the job.” A “backdate to the future,” this ’82 911 merges modern and vintage elements to make a heritage Porsche build.

Starting with an empty body shell and envisioned as “a driver’s car,” the ground-up restoration aimed to conjure the spirit of the early-’70s RSRs by employing a variety of custom touches. The all-metal body utilizes an aluminum hood and a 959-style gas cap, a one-off custom aluminum duck-bill deck lid, steel turbo rear fenders, and custom front and rear bumpers. Custom carbon-fiber treatments were applied to the front clip, rear diffuser and engine deck lid. Titanium nuts and bolts can be found “all over the car.”

Under the hood, a drive-by-wire 3.9L 400-plus-hp engine is fortified with pistons from Mahle Motorsport and provided fuel via Kinsler ITB injection, with a Motec ECU and Rywire harness further enhancing performance. A 991 GT3 exhaust was plumbed into the engine bay and equipped with 935-style titanium exhaust tips. A modified G50 five-speed from Patrick Motorsports features a shortened bellhousing to fit the G-body 911, and it’s actuated by a Sachs Performance clutch.

The motive power flows to a set of Michelin tires wrapped around Rotiform custom center-lock wheels (“a world debut of a new design”) that in turn are halted by a Stoptech Level 3 big-brake kit. To handle the suspension duties, the Porsche uses a KW Suspension “Club Sport” coil-over setup that incorporates components from Tarrett Engineering.

The interior has a custom leather/Alcantara treatment, with material from authentic Goyard handbags repurposed for upholstery. A Sparco wheel offers precise handling, electric A/C provides creature comfort, and a CAE billet shifter delivers crisp gear shifts.

A Kinsler-injected 3.9L engine is fortified with internals from Mahle Motorsport, and a 991 GTE exhaust expels spent gases.

Under the front hood, the 911 is gusseted for additional rigidity, and a set of racing harnesses is at the ready should some hot laps be in order.

The custom-upholstered interior utilizes handbag fabrics, and a CAE billet shifter provides crisp, precise gear changes.

A “backdate to the future,” this Porsche reimagines the 911 through the lens of an early-’70s RSR. The aluminum hood and carbon-fiber rear diffuser are one-off originals.

Builder: Robert Matranga, Matranga Hot Rods, Irvine, California

Vehicle: ’55 Chevrolet

Category: Hot Rod

The winner of Goodguys’ 2020 BASF Most Beautiful award, “Brute Force” came to Battle of the Builders with high expectations—and it didn’t disappoint, capturing both the Hot Rod and Best Overall trophies for 2021.

“Every part of Brute Force has been scratch-built or heavily modified to reward viewers with a seemingly infinite number of details,” Matranga explained.

For starters, every body panel on the car was reimagined and reproportioned. The top received a modest 3/4-in. chop, and the wheel openings were resized. Flush-fit window trim, one-off bumpers and the reverse-opening hood were all fabricated from scratch. The EVOD aluminum grille was fabricated from a single piece, and one-off headlamps reside in the custom bezels. Out back, swing-out rear taillights conceal the fuel filler door and battery shutoff. The exterior is awash in a custom blend of “Brute Force Blue” PPG paint, which was applied by Mick’s Paint.

Under the hood, a bronze-painted, 800-plus-hp, 540ci Merlin V8 is topped by Arias Hemi heads and Garrett twin turbochargers, and the assembly resides in an Art Morrison chassis. A 4L80E transmission sends power to a Ford 9-in. equipped with 3.55:1 gearing. The one-off independent front and rear coil-over suspension comes courtesy of Brown Auto Design and Kugel Komponents, and the custom stainless brake rotors are aided by a set of Wilwood calipers. The brushed bronze 18x7 and 20x10 wheels were machined by EVOD and feature red pinstriping.

Inside, the old ’55 is filled with new technology. A CAN bus wiring system enables an integrated iPad to control HVAC, audio and navigation functions; a one-off steering wheel utilizes shift paddles; and custom Chrysler Sebring seats are outfitted with integrated seatbelts. The custom leather interior was fashioned by Gabe’s Custom Interiors and incorporates 13 custom-dyed hides into the seats and door panels. The leather package extends to the trunk, where a quartet of custom-latching storage compartments house tools and lubricants. A set of one-off Classic Instruments gauges monitors underhood functions, and Vintage Air likewise provided a one-off HVAC system.

Looking back, Matranga views his time spent with his colleagues at BOTB as a learning experience.

“It’s an educational process,” he said. “Everybody’s got little things they do differently, and you get to look and see what other guys are doing. It’s a great education.”

Full of new tech, CAN bus wiring enables the integrated iPad to control most interior functions, while the one-off leather package is comprised of more than a dozen custom-dyed hides for the seats and door panels.

The leather-lined trunk hosts a quartet of latchable storage boxes that house an assortment of tools and car-care products.

Every body panel and exterior component on Matranga’s BOTB-winning Chevy was reimagined, from the one-piece aluminum grille to the swing-out rear taillights.

Detuned from its peak 1,400 hp, the bronze-painted, stainless-accented, 800hp, 540ci Merlin engine is topped by twin Garrett turbochargers and Arias Hemi cylinder heads.

 

By Ashley Reyes

Four of SEMA’s leading groups—the SEMA Businesswomen’s Network (SBN), Truck & Off-Road Alliance (TORA), Wheel & Tire Council (WTC) and Professional Restylers Organization (PRO)—are hosting a cross-council/networking mixer during the Keystone BIG Show, March 25, from 3:15 p.m.–4.15 p.m. (CST), at Zeppole’s restaurant inside the Gaylord Texan Resort & Convention Center in Grapevine, Texas. 

SEMA’s SBN, TORA, WTC and PRO councils will host a mixer at the Keystone BIG Show next month in Grapevine, Texas.

The event will bring together industry friends and colleagues for a fun evening of networking and provide SBN, TORA, WTC and PRO members the ideal opportunity to strengthen their existing connections and make new contacts.  

“With the different councils and networks coming together, the mixer at the Keystone BIG Show is going to be one of the best gatherings we’ve ever had,” said SEMA Council Director Nicole Bradle. “Members of different industry segments will collaborate and learn from one another at this fun and productive event. It’s also a chance to share ideas and build long-lasting relationships with those who share the same automotive passion.”  

Registration, although not required, is encouraged so that event coordinators can plan accordingly.   

RSVP here.