By Juan Torres

Jay Leno will kick off the 2021 SEMA Show as the featured guest of the New Products Breakfast, Tuesday, November 2. Taking place before the SEMA Show floor officially opens that same day, the New Products Awards Breakfast is akin to an opening ceremony for the four-day event, where automotive innovation, technology and advancement take center stage.

As the featured guest of the New Products Breakfast, Leno will inspire and motivate show attendees as the best new product award winners are announced.

“Leno is an automotive expert whose high energy and passion represents that of the industry’s,” said Tom Gattuso, SEMA vice president of events. “Like the exhibitors at the SEMA Show, Leno pushes the boundaries and continually raises the bar. We’re thrilled to have him join us for the opening breakfast of what is likely to be one of the most iconic SEMA Shows ever.”

Tickets to the New Products Breakfast are available to all SEMA Showgoers at no cost by visiting www.semashow.com/banquet. If you are already registered for the Show, please proceed to your exhibitor dashboard to RSVP for this and other events offered during the week of the Show. Tickets are free to all credentialed attendees, but must be reserved in advance as seating is limited.

In addition to a sit-down breakfast served beginning at 7:30 a.m. at the Westgate Las Vegas Resort & Casino, the event includes announcements and introductions of the best new product winners. Awards are presented in 16 categories and will be showcased in the New Products Showcase throughout the week of the SEMA Show. The New Products Showcase, voted on by buyers and media as the No. 1 SEMA Show destination, includes exhibitors’ new and featured products displayed in a single location. All exhibitors may enter an unlimited number of products into the Showcase, with the first entry offered at no cost.

The SEMA Show takes place November 2–5, in Las Vegas, with the Show floor opening at 9:00 a.m. More than 1,300 exhibiting companies are set to participate throughout the Las Vegas Convention Center. To date, more than 40,000 buyers have signed up to attend.

Make your free reservation for the New Products Awards Breakfast.

By SEMA Editors

It’s been two years since the sights of the parade of custom vehicles from behind the walls of the trade-only SEMA Show; Formula DRIFT competitors narrowly missing the cement drift box barriers; flames shooting from the chrome headers of vintage dragsters; the smells of nitrous and burning rubber; and the sounds of squealing tires, high-revving engines, the cheering crowd and rocking bands.

SEMA Ignited, the official SEMA Show after-party, is back in-person and in Las Vegas. This year the event will take place at the new LVCC West Hall parking lot.

Credentialed 2021 SEMA Show attendees can access the event for free with their badge. Enthusiasts can access the event by purchasing one of two ticket types—a previously offered SEMA General Admission Ticket or the all-new SEMA Friday Experience that gives the ticket holder Friday access to the SEMA Show and to SEMA Ignited.

SEMA Ignited General Admission Ticket

View hundreds of cars and trucks as they parade out of the Las Vegas Convention Center, drifting by Formula DRIFT, food, music and much more.

What You Get: Includes entry to SEMA Ignited, Friday, November 5, from 3:00 p.m.–10:00 p.m.

Price: $20 if purchased online or at the SEMA Ignited Ticket Office on Friday, November 5.

SEMA Friday Experience Ticket

For the first time ever, SEMA is offering a limited number of enthusiasts entry into the trade-only SEMA Show through the purchase of the SEMA Friday Experience ticket. The SEMA Show offers an attendee experience like no other trade show on the planet. It’s the best place to see the newest automotive performance products and to discover the latest product and vehicle trends.   

What You Get: Includes Friday entry into the SEMA Show from 9:00 a.m.–4:00 p.m. and SEMA Ignited from 3:00 p.m.–10:00 p.m. on Friday, November 5.

Important Restrictions: Each person must pick up their own ticket. You may not send anyone else in your place. NO EXCEPTIONS. Please be prepared to show a valid government-issued photo ID when picking up your ticket. The name on your photo ID must match the name on this confirmation. No one under the age of 16, including infants, is allowed access to the exhibits. No exceptions. Show management does not provide childcare services on-site. Use of a school-issued ID to prove age is not acceptable unless it provides a date of birth. Tickets CANNOT be reproduced, transferred or resold. No day of purchases will be permitted.

Price: $90. No on-site ticket purchases will be permitted.

Purchase tickets now!

For more information, visit www.semaignited.com.

By SEMA Editors

A performance by Light Balance—a hi-tech neon and LED show with elements of acrobatic and dance choreography—will entertain all those attending the 2021 SEMA Industry Awards Banquet, taking place Thursday, November 4, at the nearby Westgate Las Vegas Resort and Casino. Hosted by Jarod DeAnda and Kevin Oeste, the annual event is the industry’s premier celebration, and follows three full days of activity at the Las Vegas Convention Center.

The SEMA Industry Awards Banquet is the automotive specialty-equipment market’s premier awards ceremony where industry excellence and achievements are celebrated. Held annually, the event is the industry’s single largest gala attended by automotive icons, professionals, supporters and celebrities. Winners of the SEMA Person of the Year, Manufacturer of the Year, WD of the Year and Gen-III Innovator of the Year will be announced at the event. Tributes will be made to this year’s SEMA Hall of Fame inductees: Jessi Combs, Rick Love, Bob Moore and Carl Schiefer. The evening will feature a cocktail hour, formal sit-down dinner, a performance by Light Balance and comedy by Adam Ferrara. Attendees will also have the opportunity to watch the top two SEMA Launch Pad finalists compete live on stage and vote for their favorite product.

All SEMA Show exhibitors qualify to obtain a limited number of free tickets to the banquet based on their booth size. All Showgoers are also able to purchase banquet tickets at www.semashow.com/banquet. If you are already registered for the Show, please proceed to your exhibitor dashboard to RSVP for this and other events offered during the week of the Show.

The 2021 SEMA Show takes place November 2–5, 2021, in Las Vegas. The annual trade-only show brings manufacturers of automotive parts and accessories together with industry buyers from all over the world.

 By SEMA Editors

Exhibitors of the 2021 SEMA Show are invited to expand their reach, product exposure and Show-floor presence by offering products to builders through the Products for Project-Vehicle Builders list. The list connects manufacturers with builders looking to create or complete a vehicle project.

The list, which will be updated in SEMA eNews, features product offers and contact information provided by confirmed SEMA Show exhibitors. Builders interested in obtaining a product use the information to contact exhibitors directly. With each project vehicle required to be supported by a current 2021 SEMA Show exhibitor, all product-placement decisions, negotiations and agreements are the responsibility of the exhibiting manufacturer and the builder.

The list is open to exhibitors of the 2021 SEMA Show only. To be included in the list, complete the form.

Exhibitors: Each submission will appear on a first-come, first-served basis. As participation increases, all submissions will also be archived on www.SEMAShow.com.

Note: For verification purposes, the Project-Vehicle Builders form must be used to participate in the program; email submissions will not be included in the list. Participation in the list does not guarantee product or vehicle placement at the 2021 SEMA Show.

View the Products for Project-Vehicle Builders list.

By Ashley Reyes

DeatschWerks is the newest SEMA Motorsports Parts Manufacturers Council (MPMC) member spotlight company.

Manufacturer of high-performance fuel system components, DeatschWerks (DW) was established in 2004 by offering high-flow drop-in fitment fuel injectors. The company expanded into fuel pumps in 2009 with the DW300—the highest-flowing in-tank fuel pump of its time. Since then, DW has developed a wide range of innovative fuel system components, which include in-tank and in-line pumps, surge tanks, fuel rails, fuel filters, pressure regulators, and fuel-specific lines, fittings and adaptors.

Today, the DeatschWerks lineup of fuel-system components includes more than 1,100 SKUs covering sport-compact, modern muscle, Euro and powersport applications. Get to know the company’s history in SEMA’s interview with Matt Henson, DeatschWerks’ marketing manager, below.  

SEMA: How did the business get started and what were the biggest hurdles?    

MH: DeatschWerks was born in David Deatsch’s garage while he was tinkering with his own fuel injectors trying to get more performance out of them. What he figured out for himself worked for friends’ cars too, and before long, he had customers coming to him for bigger injectors.

One of the biggest hurdles has been growing the business from its roots in the garage to a full-scale manufacturing environment while remaining entrepreneurial and agile.

SEMA: What was your breakthrough moment?    

MH: The breakthrough product for DeatschWerks was the release of the DW300 fuel pump in 2009. Prior to that, DeatschWerks was focused on fuel injectors. With the success of the new fuel pump, DW quickly began the path to engineering components to be able to offer full fuel systems.

SEMA: Tell us about a particular project, product or build you are proud of.    

MH: The DW440 Brushless fuel pump is a unique product and one we are very proud of. It was the first in-tank brushless fuel pump. Brushless motors are more efficient, more powerful and more compact than traditional motors. So, the DW440 Brushless fuel pump is one of our smallest pumps we offer but also one of our most powerful. Also, because it’s brushless, it is compatible with all fuels including methanol, ethanol and diesel.

SEMA: What does MPMC mean to your company?    

MH: As a manufacturer of performance parts used by motorsport enthusiasts, we are drawn to MPMC’s dedication to preserving and promoting the motorsports parts industry. Each year, DW participates in MPMC’s Media Trade Conference, which provides an opportunity to preview product plans to industry media outlets as well as networking opportunities with other motorsports part manufacturers.

SEMA: What is one thing you could say that MPMC could do to help a new or growing business in the motorsports industry?

MH: One thought would be to do a format much like the Media Trade Conference but with business resources to help smaller, or quickly growing companies to gain insight into business, sales, IT, or marketing resources, tactics or strategies.

SEMA: What do you want others to know about your company?    

MH: We are a company of motorheads. We not only design, build and sell our products, but we also use them in our own projects. We have employees who race dirt track, quarter-mile, half-mile, drifting, endurance road racing, and even one who races semi-trucks! So, a lot of our product ideas come through our own experiences. We also keep in close contact with our customer base through social media, trade shows like SEMA and racing events. Our customers have great ideas for new products and how to improve our existing products.

Fill out an MPMC member spotlight form to highlight how you or your company are contributing to the motorsports industry. Selected candidates are eligible to be featured on MPMC’s social media, SEMA eNews and future MPMC member updates.

By SEMA Editors

It’s not too late to enter a product(s) in the New Products Showcase—the No. 1 reason buyers attend the SEMA Show. The first product is always free; however, additional products are now $150 per product category.

Nearly 60% of SEMA Show buyers head to the Show with a list (plan) of the exhibitors they need to connect with. The first stop for most of these buyers will be the SEMA Show New Products Showcase, a modern museum of new products that are available to customers now, or making their market debut at the Show. This year, the Showcase will be located in one continuous space of 30,000 sq. ft. in the Upper South Hall, and all scanning can be done using the SEMA Show app.

Exhibitors are encouraged to take advantage of the this opportunity to enter at least one product in the Showcase. Not only does the Showcase provide exhibitors with an additional avenue to reach new buyers away from their booth displays, products that meet the new product criteria may qualify to receive additional benefits, including eligibility for a SEMA Show New Product Award.

The best part: the first product you enter is free!

Enter your new products now!

In addition to the inherent benefits of entering the Showcase, each product will be photographed by SEMA's team of professional photographers, and the images will be featured in SEMA News and at www.SEMAphotos.com. They will also be promoted to the media and available to buyers at the Show.

Entry Fees:

• The first product entered in one category in the New Products Showcase is FREE!
• Additional $150 per product category.
• Entries submitted on-site will be accepted on a space availability basis.

For more information on New Products Showcase display guidelines, visit www.SEMAShow.com/esm.

By SEMA Editors

The 2021 SEMA Show is less than two weeks away. Here’s a rundown of key deadlines for several booth services, as well as checklists to keep you on track and on budget.

Complete Deadlines Checklist

The Deadlines Checklist provides a breakdown of all of the deadlines for booth orders, rentals, booth vehicle applications, celebrity appearance notifications and much more.

Budget Checklist – Double check your Show prep.

The budget checklist form allows you to keep track of all your costs and ensures that you are adequately prepared for your experience at the SEMA Show. 

Upcoming Exhibitor Deadlines – Take advantage of discounts by acting before the deadlines.

• October 22 – Photography Order – Expo Ease
• October 22 – Plant and Floral Order – Expo Ease
• October 22 – Vehicle Detailing (Advance Rate) – Professional Detailers
• November 5 – Members Lounge Conference Room Reservation by 3:00 p.m.

Click here for a complete listing of 2021 SEMA Show deadlines.

More information on the 2021 SEMA Show is available at www.SEMAShow.com.

By SEMA Editors

The official 2021 SEMA Show mobile app is now available for download from the Apple App Store, Google Play Store or via the QR code below.

A great tool to maximize your time at the Show, the official SEMA Show app contains detailed exhibitor information, interactive floorplans and up-to-date event and education information—all from the convenience of your mobile device. This year, the SEMA Show app will feature a scanning function that will allow attendees to quickly capture product and exhibitor information from feature vehicles on display throughout the Show as well as the ability to scan and save products from the New Products Showcase. The app puts the entire SEMA Show in your pocket.

2021 SEMA Show mobile app features include:

• Interactivity: Users can receive detailed information about feature vehicles displayed throughout the Las Vegas Convention Center. By simply scanning a vehicle’s QR code, located on a feature vehicle sticker attached to the vehicle during check-in, the app will display the vehicle’s year, make and model; information on the exhibitor displaying the vehicle; and a list of products used on the vehicle. The app also allows users to access a list of exhibitors from 2019 and any saved product information.
• Turn-By-Turn Directions: Find the quickest route from one place to another without the need of a GPS or data service. Simply enter an exhibitor name or room nearest to you and where you want to go, and the app will provide directions.
• My Schedule: Create a schedule to keep track of the events you wish to attend.
• New Products Showcase: View all of the products entered into the New Products Showcase, complete with detailed information and photos, exactly where within the Showcase the product is displayed, and directions to the exhibitor’s booth on the Show floor.
• Product Scanner: Use your smartphone as a scanner at the New Products Showcase to create a list and map of the scanned products.
• Maps: View floorplans of all SEMA Show halls and how/where they connect to make passage from hall to hall as easy as possible.
• Exhibitors: Look up all 2021 SEMA Show exhibitors by name, Show section or product category.
• Events, Celebrity Appearances and Speakers: See lists of all the events, seminars, conferences, celebrity appearances and speakers, including day, time and location.
• Social Media: Keep up with the feeds of the official SEMA Show social media accounts, including Instagram, Facebook, Twitter and YouTube.
• Ground Transportation: Find the best way to arrive at the Las Vegas Convention Center. Obtain information on the Las Vegas Monorail, rideshare and hotel shuttles, including pickup locations.
• SEMA eNews: Stay up to date with the latest news before, during and after the Show.

For more information about the 2021 SEMA Show, taking place November 2–5, in Las Vegas, visit www.semashow.com.

By Jason Catullo

The early registration discount for the 2021 SEMA Show has passed. The price is now $90, and domestic attendees can pick up their badges on-site.

The Las Vegas Convention Center’s (LVCC) halls are nearly full of exhibits, but booth space is still being reserved, and more exhibitors are expected to secure space until the Show opens on November 2.

Attendees planning on joining the industry at the 2021 SEMA Show can see who's exhibiting and where through the updated floorplan. If you have not yet registered for the SEMA Show, taking place Tuesday-Friday, November 2-5, visit www.SEMAShow.com/attendee to register.

For 2021, the Show will include exhibit space in the LVCC’s newly constructed West Hall, a 1.4-million-sq.-ft. facility completed in January. The new facility includes exhibitors from the Restyling & Car Care Accessories, Powersports & Utility Vehicles, and Truck, SUV & Off-Road sections.

Earlier in June, the visitors of the World of Concrete convention were the first to use the new hall, and the event marked the first large-scale convention and tradeshow to be held in Las Vegas in 15 months.

In addition to the new hall, the newly constructed Loop—a high-speed, people-mover system that runs 40 ft. under the LVCC—will transport visitors between South, Central and West Halls. The World of Concrete successfully used the system to shuttle visitors through the 200-acre convention center.

For more information on the 2021 SEMA Show, visit www.SEMAShow.com.

By Ashley Reyes

With a focus on new products and innovations, the 2021 SEMA Show in Las Vegas will provide the truck and off-road industry a chance to strengthen existing business relationships, develop new contacts and learn about trends and opportunities in the truck and off-road market. In addition to exhibitors on the Show floor, education sessions and display vehicles, the November 2–5 trade show will include networking events specifically for the truck and off-road segment.

On the Show floor, attendees will be able to check out the latest products and meet face-to-face with nearly 200 truck and off-road exhibitors. Members are also invited and encouraged to join the SEMA Truck and Off-Road Alliance (TORA) at the following events:

TORA-Sponsored Networking

Click here to RSVP in advance.

TORA Booth Happy Hour

• Tuesday, November 2, from 4:00 p.m.–5:30 p.m., LVCC West Hall TORA Booth #56155

Network with friends and colleagues in the truck and off-road industry while expanding and growing your network during the TORA Booth Happy Hour. Current and prospective council members will connect through open conversation while winding down from a busy day on the Show floor. Awards for the Best New Light-Truck Product and Best New Off-Road Product will also be presented.

TORA Industry Reception

• Wednesday, November 3, from 5:00 p.m.–7:00 p.m., LVCC West Hall 3rd Floor Terrace

The TORA Industry Reception will bring together truck and off-road colleagues and friends to unwind after a busy day at the Show, host the Pinewood Drags in support of SEMA Cares and honor leading companies and individuals in the truck and off-road market. During the awards presentation, the council will recognize and announce the recipients of the 2021 TORA Retailer of the Year, Business of the Year, TORA Jessi Combs Ambassador Award winner and TORA Hall of Fame Inductee(s).

TORA Featured Vehicles

Five vehicles have been selected to participate in the TORA Feature Vehicle program. New this year, attendees can vote on the TORA Feature Vehicle Best in Show Award. Simply scan the QR code displayed on the signage next to one of the vehicles to vote for your favorite. The winner will be announced during the TORA Industry Reception, Wednesday, November 3.

The ’20 CAN-AM X3 will be displayed in the TORA booth #56155, while the other four vehicles will be displayed in premier locations outside of the new West Hall.

Category: Jeep
Armorlight/Warn: ’20 Jeep Gladiator

Category: Lifted
Magelssen/Borla: ’20 Chevrolet Silverado

Category: UTV/Side-by-side
BOOSTane: ’20 CAN-AM X3

Category: Lifted
Defco/Truck Hero: ’21 Ford F-450

Category: Jeep
Covercraft Industries, LLC, ’20 Jeep Gladiator

SEMA Education

Why Truck and Off-Road Builders Are Thriving, Powered by TORA

• Wednesday, November 3, from 11:00 a.m.–12:00 p.m., LVCC W235

Truck and off-road is among the aftermarket’s hottest accessories categories, and gaining momentum as one of the most lucrative and influential builder segments. With the market’s growth, vintage truck and SUV models are finally having their day. When paired with the performance modern truck segment, builders are seeing a banner year. Add this session to your Show Planner when registering for the SEMA Show to learn what these builders consider to be some of the aftermarket’s best business opportunities.

SEMA Overland Experience

• Monday-Friday, November 2–5 during Show hours, LVCC West Hall

SEMA Show attendees will be able to see essential gear and customized vehicles specifically for the red-hot overlanding market in the SEMA Overland Experience area. Products include rooftop tents, sunshades, portable kitchen systems and much more. While popular in remote parts of the world for many years, overlanding has taken off in the United States. The SEMA Overland Experience will feature industry experts identifying key overlanding opportunities and trends that can add important new profit centers for your business.

Attendees planning on attending the 2021 SEMA Show can see who's exhibiting and where by visiting the updated floorplan. If you have not yet registered for the SEMA Show, visit www.SEMAShow.com/attendee to register.