By Ashley Reyes

In less than two weeks, 153 exhibitors in the restyling and car-care areas will be in Las Vegas and ready to connect with buyers at the 2021 SEMA Show.

As part of its commitment to raise awareness of the benefits of vehicle accessorization, the SEMA Professional Restylers Organization (PRO), will also host several activities throughout the week. These events provide the ideal opportunity to learn about challenges and opportunities facing the restyling segment and the importance and benefits of working with a professional accessory provider.

All SEMA Show attendees serving the restyling and accessory market—whether they’re manufacturers, warehouse distributors, manufacturers reps or restylers and installers—are invited to join PRO for the following events:  

PRO Cup Challenge
Location: PRO Booth #51085
Voting Open to Showgoers: Monday, November 1, at 9:00 a.m.–Wednesday, November 3, at 3:00 p.m.
Winners Announced: Wednesday, November 3, at 4:00 p.m.

In an effort to raise awareness and encourage customization of new-model cars and trucks for mainstream consumers, PRO is conducting the second SEMA PRO Cup Challenge. Through the competition, seven popular new-model vehicles are customized by restylers in an easy-to-replicate restyling package that is quick (max 20 hours) and affordable (no more than $12,000).

All seven competitors will be graded on build marketability, ease of reproduction, creativity and profitability by a panel of judges. Meanwhile, Show attendees will have opportunity to vote for their “Fan Favorite” at the PRO booth.

The SEMA PRO Cup Challenge Competitors are:

• Auto Image, ’21 Ford F-150
• Automotive Concepts, ’21 Ford Bronco
• DPS Automotive, ’21 Volkswagen Atlas
• On The Rocks 4x4, ’21 Chevrolet Silverado
• Integrity Customs, ’21 Jeep Gladiator
• City Kia/Vaccar Co., ’21 Kia Sorento
• Crush Customs, ’21 Kia Telluride

PRO-Sponsored Networking

Click here to RSVP for events in advance.

PRO Reception

• Tuesday, November 2, 5:00 p.m.–7:30 p.m., LVCC West Hall 3rd Floor Deck

Highly anticipated among Showgoers in the automotive restyling market, this event will bring together colleagues, leaders and enthusiasts to celebrate their passion for new-vehicle accessorization. An awards ceremony will also take place to honor the PRO Manufacturer of the Year, PRO Nat Danas Person of the Year, PRO Restyler of the Year and the PRO Jim Borré Lifetime Achievement Award recipient.

PRO Booth Happy Hour

• Wednesday, November 3, 4:00 p.m.–5:30 p.m., LVCC West Hall, PRO Booth #50185

Wind down from a busy day on the SEMA Show floor and network with automotive restyling professionals. In addition to open discussion and an opportunity to connect with the council's select committee, this event will include the PRO Cup Challenge winner announcements and a Q&A with the PRO Cup Challenge builders.

Lunch with the PROs: PRO General Membership Meeting

• Thursday, November 4, 11:30 a.m.–1:00 p.m., LVCC West Hall #W219

This general membership meeting and lunch will serve as a great opportunity to hear council updates directly from PRO leadership and learn about the benefits and resources available to PRO members.

SEMA Education

How the Pandemic Moved Buyers From Your Showroom to Online, Powered by PRO

• Wednesday, 11/3, 9:00 a.m. – 10:00 a.m., LVCC West Hall #W235

This education session looks at the impact of the COVID-19 crisis on the dealership experience as well as the changing online consumer landscape. A panel of experts will share how aftermarket manufacturers and distributors can leverage the changing dealership industry to sell more accessories. Add this session to your Show Planner when registering for the SEMA Show.

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. 

By Ashley Reyes

The SEMA Professional Restylers Organization (PRO) is raising awareness of vehicle accessorization through its second annual SEMA PRO Cup Challenge.

Created to provide restylers with creative new package ideas to offer in their respective markets, the challenge takes place at the SEMA Show and features seven restylers showcasing a popular new-model vehicle that can be modified quickly and easily. Modifications must be completed in less than 40 hours and cost no more than $12,500.
Among the seven vehicles in the competition are a ’21 Chevrolet Silverado and ’21 Jeep Gladiator:

A ’21 Chevrolet Silverado, customized by On the Rocks 4x4, will feature:

• Readylift sst 2-in. lift kit
• Fuel Rage 20x9
• Falken Wildpeak A/T3W 285/65/20
• Katzkin leather interior
• Black vinyl tuxedo wrap
• Roll-up tonneau cover
• Westin side steps
• Window tint
• Blackout badges
• Speedometer calibration
• Wheel well liners
• Accent lighting
• Weathertech bedliner
• Blackout exhaust tips

The ’21 Jeep Gladiator, customized by Integrity Customs, will feature:

• 2.5-in. Rough Country lift kit
• Fuel 18x9 – 12 Matte Bronze Black Bead Ring
• 35x12.50R18 Nitto Ridge Grapplers
• Emblem upgrade with paint match accents
• Fender light upgrade with black out
• Go Rhino front bumper and light mount
• Go Rhino Trailline rear bumper  
• Go Rhino Overland bed rack  
• Go Rhino side steps  
• Go Rhino windshield light mount bracket with light bar
• Katzkin leather interior
• Diode Dynamics fog light upgrade
• DV8 Offroad Recovery Tracks
• RotoPax cans and mount
• Rough Country Lift
• Quake LED
• Go Rhino bumpers and rack
• DV8 Offroad light bar

Other vehicles competing in the PRO Cup Challenge include: DPS Automotive, ’22 Volkswagen Atlas; Automotive Concepts, ‘21 Ford Bronco; Auto Image, ’21 Ford 150; City Kia/Vaccar Co., ’21 Kia Sorento; and Crush Customs, ‘21 Kia Telluride.

All seven competitors will be graded on build marketability, ease of reproduction, creativity and profitability by a panel of judges, while all Show attendees will have opportunity to vote for their “Fan Favorite” at the PRO booth #51085 until 3:00 p.m., Wednesday, November 3. The winner of the Fan Favorite and PRO Cup Challenge will be announced Wednesday during the PRO Booth Happy Hour from 4:00 p.m.–5:30 p.m.

To learn more about the SEMA Professional Restylers Organization (PRO), visit www.sema.org/PRO.

Dart Machinery has announced its founder Richard Maskin has passed away at the age of 74.

“He was an innovator in motorsports, a fierce competitor, a good friend, a loved family man, a generous and respected employer, and we all will miss him immensely,” the company said in a post. “Richard leaves behind a great legacy. One that spans decades and can’t be put into just a few words. We do take solace in knowing that his contribution to racing will continue, however, with every Big M engine block that finds a home under someone’s hood. He is the namesake, the original, and the one and only ‘Big M.’”

Maskin’s engines have won multiple NHRA Pro Stock world championships and national events. Dart Machinery’s products can also be found on cars in a wide range of drag racing categories, including Top Fuel, Funny Car, Pro Street, Pro Mod and more.

Compiled by SEMA Editors

Pirelli Tire North America Names New CEO

Pirelli has announced that Pietro Berardi, currently CEO of Pirelli Tire North America, is leaving the company to pursue a new professional challenge. He will be replaced by Claudio Zanardo beginning November 1. Zanardo will join the North American team from Pirelli’s Milan headquarters, where he has most recently served as senior vice president, Moto and Velo. He has extensive experience in the automotive industry including working for Ducati Motor Holding. As CEO of the North American region, Zanardo will be responsible for the car, motorcycle and cycling businesses, as well as manufacturing facilities in Rome, Georgia, and Silao, Guanajuato, Mexico. In 2015, he joined Pirelli overseeing marketing and controlled retail for Region Europe until assuming responsibility for Driver Italia (Pirelli’s franchise network) in 2016. He was then appointed country CEO of Italy, before moving to the role of senior vice president, Moto, in January 2020. In February 2021, he was also given responsibility for Business Velo.

Lucas Oil Appoints New General Counsel Heather Cameron

Lucas Oil Products, the distributor of high-performance automotive additives and lubricants, has announced the addition of Heather Cameron as the new general counsel. In her role with the company, Cameron will advise executive management and the business teams on a variety of different matters. She will provide advice on current and future products, business processes, and legal and regulatory compliance. She will also develop and maintain corporate policies and procedures.

E.C.D. Automotive Design Recruits Professional Racecar Engineer Cody Ragone

E.C.D. Automotive Design has retained the services of racecar engineer and consultant Cody Ragone to refine the drivability and overall performance of the company’s restored classic Defenders and Range Rovers. A specialist in grand tourer sports cars and touring car racing, Ragone has a storied pedigree with luxury racecar brands, such as Audi Sport, Porsche, Lamborghini and more. He has experience in both the factory and customer racing fields and collaborated with more than 40 different teams, 17 different cars and eight different series. In addition to remote support and in-person consultation services, Ragone will source connections with top-tier vendors. This will allow each E.C.D. vehicle to be fitted with the most advanced parts and quality materials for peak performance.

Have some company news you would like to share? Let us know and the news may appear in an upcoming issue of SEMA eNews. Send your items for consideration to editors@sema.org.

Stay at the Hilton and Conrad Las Vegas at Resorts World—the newest property to open on the Las Vegas Strip for more than 10 years. Resorts World is walking distance from the 2021 SEMA Show, and brings together three top-tier Hilton brands—Hilton, Conrad and the Crockfords—under one roof.

Three top-tier Hilton brands—Hilton, Conrad and the Crockfords—are under one roof named Resorts World.

With a quick look on the SEMA Show hotel page, Showgoers can see a list of hotels available along with the star rating, rate per night and distance from the Las Vegas Convention Center.

When making your hotel reservations through the SEMA Show block, you are receiving the most affordable and convenient hotel options through the only official hotel provider for the 2021 SEMA Show. All negotiated rates provided include resort fees and will allow you to change or cancel your reservation without any financial penalties.

View all hotels available in the SEMA Show block.

SEMA eNews highlights new products from industry companies when available. To have your product considered for upcoming issues, send product press releases to editors@sema.org.

Vaness LLC
ICE Emissions Reduction System

Vaness LLC has announced the introduction of its ICE Emissions Reduction system to be produced and sold through the company’s Velvet Comfort Heating division.   

“This product will warm the cold exhaust coming from the manifold exhaust and heat it before it reaches the catalytic converter. This will greatly reduce pollutants from being released into the atmosphere,” said Kit Whipple, Velvet Comfort Heating vice president of marketing.  

Vaness’ patent-pending heating system uses heating devices which warm to more than 600° F in less than seven seconds. Two units were used in testing the effectiveness of the system. According to Whipple, the high-powered, low-cost system has powerful economic and environmental potential.  

www.VelvetComfortHeating.com

Wilwood
Lightweight Billet Reservoirs for Remote- or Direct-Mount Master Cylinders

Finned aluminum brake fluid reservoirs from Wilwood give your firewall a unique high-performance look. Machining ribs in the billet reduces weight (now 4.6 oz.–3 oz. less than Wilwood’s standard billet reservoir) and increases surface area for passive cooling.

These durable reservoirs hold 4 oz. of fluid and can be mounted directly to Wilwood’s single or tandem remote master cylinders, or plumbed remotely with braided stainless flex lines (sold separately).

Choose from media burnished aluminum with matching cap or hard anodized gray with black nylon cap. Matching billet mounting brackets are also available.

www.wilwood.com

Howell EFI
LT1/LT4 and EcoTec3 Harnesses

Howell EFI announced that it now offers plug and play LT1/LT4 and EcoTec3 wiring harnesses for classic musclecars, Corvettes and trucks. The company also offers multiple options to transplant power for both automatic and manual transmissions and even supercharged classics.

The LT1/LT4, and EcoTec3 wiring harnesses are customized to the customer’s specifications and include fuse block, check engine light, GM diagnostic connector, and electric fan control in a complete street rod type, stand-alone design to control engine functions. There is only one ground for the entire system and only three points of power to hook up the harness—battery, ignition and fuel pump. They are available with or without wiring for electronic transmission and all emission connectors are included to ensure this harness is street legal in all 50 states as a replacement harness.

www.howellefi.com

Philips
GoPure GP5212 Automotive Air Purifier

Lumileds has just introduced the new Philips GoPure GP5212, a powerful, compact, and innovative car air purifier that can quickly remove up to 100 different types of pollutants and neutralize unpleasant odors in any vehicle. GoPure GP5212 uses a special three-layer filter technology to quickly deliver clean, fresh air in minutes and its extremely compact and portable design makes it easy to use anywhere in the vehicle.

The Philips SelectFilter Plus technology quickly and effectively filters out small particles, viruses, bacteria, pollen and toxic gases. The first stage is a pre-filter designed to capture large particles such as pet hair, dust, and airborne dirt. The second layer features a High Efficiency Sorbent Agent (HESA) filter that scrubs out toxic gases and harmful chemicals and uses a powerful absorption and oxidation process to remove smoke, odors and gases.

The final layer employs a High Efficiency Particulate Air (HEPA) filter that removes more than 99% of airborne bacteria and viruses. It also captures ultra-fine particles, as small as 0.015 microns, that can get deep into the lungs and cause health issues.

The Philips GoPure GP5212 is designed to operate automatically, so the driver can focus on operating the vehicle. When plugged into the vehicle’s auxiliary power outlet, the unit turns on and off with the vehicle’s ignition. GoPure GP5212 two-speed fan can be easily adjusted by the power button. An indicator light signals the need for a filter replacement.

www.philips.com

MasterTop
Wind Stopper Plus & Tonneau Cover

MasterTop has announced its latest product available for the ’18–’22 Jeep Wrangler Unlimited JL four-door—the Wind Stopper Plus & Tonneau Cover two-piece kit.

The new Wind Stopper Plus & Tonneau Cover two-piece kit is designed to provide protection from the elements for both the front and rear portions of a Jeep Wrangler Unlimited. This MasterTop kit uses innovative MasterTwill to provide superior weather and noise protection while giving that true fabric soft-top look.

The Wind Stopper Plus features a unique, easy-to-install wrap-around design that seals around the door surrounds. The two-piece kit is also constructed from durable three-layer MasterTwill fabric and each Wind Stopper Plus has an exclusive zip-down rear window to allow air to flow through the cab on warm days.

www.mastertop.com

KBS Coatings
All-In-One Kit Rust and Corrosion Prevention

The All-In-One Kit by KBS Coatings is a DIY, user-friendly all-Inclusive kit uses KBS Coatings’ three-step system that consists of KBS Klean to clean surfaces, RustBlast to remove surface rust, and RustSeal to seal metal against moisture. KBS Top Coater provides a beautiful, durable, UV stable and permanent final finish, which withstands dulling and fading caused by prolonged sunlight exposure.

RustSeal, a rust inhibitive and preventative paint, chemically bonds to metal including rusted metal or any substrate. KBS Coatings Advanced Cross-Linked Technology provides a flexible yet rock-hard and non-porous barrier that won't crack, chip or peel.

RustSeal works by isolating metal from moisture. Without moisture present, steel can't rust. RustSeal is incredibly tough and extremely resistant to abrasion and impact. KBS Top Coater provides a final finish. This very-high solids paint does not run or sag and gives at least twice the coverage of conventional paints. Top Coater is available in 16 colors, including the popular KBS Camo Colors camouflage colors pallet.

www.kbs-coatings.com

Continental
ATE Disc Brake Pad Cover 95% of European Vehicles

Continental has expanded its ATE Disc Brake Pad line to cover more than 95% of European vehicles. The expansion brings the current line count to 293 part numbers that can deliver applications for servicing more than 104 million vehicles on the road in the United States and Canada. Key applications for both semi-metallic and ceramic formulations include popular models from Alfa Romeo, Audi, BMW, Jaguar, Land Rover, Mercedes-Benz, MINI, Porsche, Range Rover, Renault, Saab, smart, Volkswagen and Volvo.

ATE Disc Brake Pads are formulated to strict OE friction specifications and built and tested to meet or exceed OE manufacturers’ quality standards. ATE engineers utilize more than 150 different friction formulations to ensure that the pads deliver the ideal braking solution for specific vehicle applications and provide full braking power instantly without fade, squeal or judder.

www.ate-na.com

Oracle Lighting
Skid Plate With Integrated LED Emitters for Jeep Wrangler

Oracle Lighting is proud to announce the launch of the new Skid Plate with Integrated LED Emitters for the ’18–’21 Jeep Wrangler JL and the ’21–’22 Gladiator JT (PN: 5883-001/006). The company will debut the new product during the 2021 SEMA Show, November 2–5, Las Vegas Convention Center, booth #20547.

The LED Lighting modules feature precision optics for a 30-degree beam width and an option of white or yellow LED light. These LED emitters can be easily replaced individually if there is ever damage to one of the modules.

Additional product specifications and features include:

• 9x High-Output 15W LED Emitters
• Total Wattage: 135W
• Total Lumens: 9000Lm
• Total Power Draw: 6A @12V DC
• Advanced LED Optic Design
• Modules DOT, SAE and E9 Marked
• IP Rating: IP68 Ingress Protection
• One-Year Warranty
• Skid Plate Lighting System
• Switched Relay Wiring Harness
• Mounting Hardware

www.oraclelights.com

Manley
Valve Spring Kit For Toyota

With enthusiasts seeking to amp up the power in their Toyota Tundra pickups, Manley Performance has responded with a special valve spring kit for the DOHC 5.7L 3UR-FE V8 engine. This engine is also employed in Toyota Sequoia, Land Cruiser and Lexus LX 570 applications.

Manley’s new kit (PN: 26205) features a set of 32 valve springs that are wound from an exceptionally pure steel alloy and engineered for use in conjunction with aftermarket camshafts that have lifts to .480 in. The springs have a .990-in. OD and can be used with the factory spring seat. They’re rated at 75 lbs., installed and 205 lbs., open (.970 in.).

Also included in the kit are lightweight titanium retainers. This allows the engine to achieve up to 10,000 RPM. The retainers are manufactured from heat-treated aerospace grade titanium and CNC machined to exacting tolerances. They are designed for use with 5.5mm stem valves and weigh only 7 grams apiece.

www.manleyperformance.com

By Ashley Reyes

After the top 10 competitors from the SEMA Launch Pad competition were announced, they returned to the pitching room to give the judges a close-up look and demonstration of their products in episode three of the SEMA Launch Pad video series, now available on the SEMA YouTube channel.

The new episode hones in on five of the 10 semifinalists, as they give a comprehensive look at their products. With industry judges Chip Foose of Foose Design, Jared Hare of Addictive Desert Designs, Myles Kovaks of DUB magazine and TIS Wheels, and Alex Parker of Redline Detection inspecting the products and asking the tough questions, the candidates bring out all the stops in an attempt to make it to the next round. Competitors featured in this week’s episode are:   

• Jonathan Hurley, ToolBox Widget  
• Monika Kalenski, MEK Magnet
• Adam Gruener, Off Road in Mind
• Brendan McGrath, Dyme Performance Systems
• Robert McKeirnan, Stratos Meccanica LLC

Check out episode three now, then stay tuned for next week’s episode when the remaining competitors demonstrate their products and the Top Five finalists are announced on October 19. The five finalists will vie for a grand prize valued at $100,000 live at the SEMA Show in Las Vegas. Learn more about SEMA Launch Pad at www.sema.org/launchpad.

By Ashley Reyes

As businesses and professionals prepare to gather for the 2021 SEMA Show, the industry’s elite contributors will be recognized with SEMA Industry Awards. Held on Thursday evening during the week of the SEMA Show in Las Vegas, the 2021 SEMA Industry Awards Banquet will include announcements of the winners of SEMA’s most prestigious industry awards: SEMA Manufacturer of the Year, Warehouse Distributor of the Year, and Gen-III Innovator of the Year.

Finalists for the awards are:

Manufacturer of the Year:

• CSF Racing & High-Performance
• KW Automotive
• ORACLE Lighting Inc.

Warehouse Distributor of the Year:

• Keystone Automotive
• Meyer Distributing
• Turn 14 Distribution

Gen-III Innovator of the Year:  

• Justin Hartenstein, ORACLE Lighting Inc.
• Keith Ferry, Cerebrum Sensor Technologies Inc.
• Matt Kossoff, Driven Lighting Group

All SEMA Showgoers are invited to attend the SEMA Industry Awards Banquet on November 4. The celebration will include cocktails, dinner, awards and entertainment. Exhibitors can secure complimentary tickets and purchase additional tickets through their registration dashboard, while attendees can purchase tickets at www.semashow.com/banquet.  

The banquet is the annual celebration of the specialty-equipment industry and will also include the announcement of the 2021 SEMA Person of the Year, and a tribute to the 2021 SEMA Hall of Fame Inductees Jessi Combs, Rick Love, Bob Moore and Carl Schiefer. The evening will also include entertainment from Light Balance, a high-tech neon and LED dance group that gained popularity from “America’s Got Talent” and is about to begin a Las Vegas residency. Comedian/actor Adam Ferrara, who co-hosted the critically acclaimed BBC sensation, “Top Gear US,” for six seasons, will also be part of the banquet entertainment.  

The SEMA Show is a business-to-business trade-only event taking place Tuesday-Friday, November 2-5, in Las Vegas.

For details, visit www.semashow.com. 

By Della Domingo

As the 2021 SEMA Show approaches, news about product and vehicle debuts are making headlines. Exhibitors are beginning to share details about what attendees will see during the event, November 2–5, in Las Vegas. Some of the recent stories making headlines include:

Mopar Jeep, Ram Concepts for SEMA 2021 Revealed in Shadowy Images

• Mopar Performance has released several teaser images for the concepts that it will bring to the event.

Memphis Audio to Attend SEMA 2021

• “We don’t know what to expect from this year’s SEMA show given the nature of everything going on in the world, but we’ve committed to being there in person to spend time with our awesome dealer base who keeps this industry thriving,”

VAIS Technology to Display Its Range of Aftermarket Auto Accessories at SEMA Show

• An industry leader for vehicle technology will be on display at one of the most anticipated events of the year.

Countdown to the SEMA Show With SEMA’s CEO

• “Folks are starting to see that yes, there will be a SEMA Show. They’re gaining confidence and they’re saying I wanna be there.”

Additional news from exhibitors can be found in the SEMA Show Online Media Center at www.semashow.com/press, including the most recent releases below:

• Oracle Lighting Features New Rear Bumper Led Reverse Lights for Jeep Gladiator JT & JL at 2021 SEMA Expo
• Spark Lines Inc. Will Showcase New Products at SEMA 2021
• Bob Folkestad, Owner of Creative Werks Inc. to Debut His ’88 Foxbody Mustang at SEMA 2021
• REDARC’S Ultimate Off-Grid Tacoma Build
• Maxxsonics USA Celebrates 20th Anniversary
• Hunter Engineering Previews Wheel and Tire Service of the Future at SEMA in Las Vegas

All SEMA Show exhibitors are welcome to upload releases free of charge. Upload releases using this link.

By SEMA Washington, D.C., Staff

President Biden signed SEMA-opposed proclamations to expand the boundaries for three National Monuments, including Grand Staircase-Escalante and Bears Ears National Monuments. The size of both Monuments was reduced by President Trump in 2017. This new action slightly expands the boundary of the Bears Ears National Monument from that established by President Obama in 2016 to 1.36 million acres and restores the 1.87-million-acre boundary of Grand Staircase-Escalante that was in place before reduced by the Trump Administration. SEMA will monitor the new land-management plans triggered by this action to ensure current off-road trails are not adversely impacted.

The 110-year-old Antiquities Act provides the president authority to preserve land with significant natural, cultural or scientific features. It has resulted in hundreds of millions of acres being set aside over the decades leading many to question whether the footprints are larger than necessary. Many members of Congress criticized President Biden’s use of an executive order instead of seeking a legislative solution to the boundary issue.

National Monument designations frequently lead to the closure of existing off-road roads and trails. SEMA supports a collaborative approach when making major land-use decisions, including input from local citizens, elected leaders and other stakeholders.

For more information, contact Caroline Fletcher at carolinef@sema.org.