By Jason Catullo

Exhibitors of the 2021 SEMA Show will select booth space for November's event through the Space Allocation process, beginning Monday, June 7.

With the opening of the Las Vegas Convention Center's new West Hall, and the high-speed underground transportation system ready to connect the entire campus—combined with a nearly two-year gap since the industry last connected at the 2019 SEMA Show—anticipation for the Show is greater than ever.

Be part of the excitement and reserve your hotel rooms through the SEMA Show's Official Hotel block.

SEMA Show management and OnPeak have partnered to secure discounted rates at a selection of Las Vegas hotels. As the only official hotel provider for SEMA Show, OnPeak offers convenient hotel options with flexible change and cancellation policies.

There are currently more than 40 hotels available in the SEMA Show Official Hotel Block. Here is a quick look at three of the hotels.

ARIA Resort & Casino

Location: 3730 Las Vegas Blvd., Las Vegas, NV 89158

Distance to Show: 2.57 miles

Price per night: $203

Resort fee: $35 per day, plus tax.

Fee includes:

• Property-wide internet access (public spaces and in-room)
• Cardio room access for guests 18+ (does not include the spa)
• Unlimited local calls

Learn more about the ARIA, or reserve a room.

Amenities include: The Salon at ARIA, one of the largest Forbes Five-Star Spa and Salon in the United States; boutiques featuring clothes, jewelry, fine art and more; and entertainment at ARIA, featuring world-class entertainment, such as the four Cirque du Soleil shows that run year-round.

 

MGM Grand

Location: 3799 S. Las Vegas Blvd., Las Vegas, NV 89109

Distance to Show: 2.93 miles

Price per night: $72

Resort fee: $35 per day, plus tax.

Fee Includes:

• Property-wide internet access (public spaces and in-room)
• Cardio room access for guests 18+ (does not include the spa)
• Unlimited local calls

Learn more about the MGM, or reserve a room.

Amenities include: Live entertainment with acts featuring comedy, magic, music and more; Level Up sports lounges; and restaurants showcasing the foods and delicacies of celebrity chefs.

 

The Venetian Resort

Location: 3355 S. Las Vegas Blvd., Las Vegas, NV 89109

Distance to Show: 1.48 miles

Price per night: $314

Resort fee: $27 per night, plus tax.

Fee includes:

• In-room wireless Internet
• Local and toll free calls
• Daily newspaper
• Access for two to the fitness facility
• One (1) regular coffee or tea at Café Presse per stay

Learn more about the Venetian, or reserve a room.

Amenities include: Tao Nightclub, Canyon Ranch Spa & Fitness, Gondola rides, the Venetian Tower and more.

See all of the hotels available in the official SEMA Show Hotel Block on www.SEMAShow.com.

SEMA News–June 2021

BUSINESS

Four Tips to Double Your Company’s Annual Sales

It All Starts With Product Education and Providing Accurate Data

By Chad Simon

Most people work as hard as they possibly can to try to increase their sales, and that can lead to burnout and extremely disappointing results, according to Rich Barsamian, vice president of sales and marketing for Advanced Clutch Technology. In any economy, trying to double your customer base can be a daunting task. To achieve that goal, focus on different ways to attract new customers.

In a recent SEMA360 webinar entitled “Four Tips to Double Your Company’s Annual Sales,” Barsamian outlined four strategies. They include growing your customer base, increasing your average order value, boosting the number of purchases by the customer, and looking at data-driven decisions.

“Prospecting is important,” Barsamian said. “The late John Wooden once said, ‘Never mistake activity for achievement.’ This speaks to the fact that oftentimes people act busy but they’re not getting anything done. In order to increase your closing ratio, prospect with integrity and qualified background checks.”

Grow Your Customer Base

Sell it right; sell it once. It all starts with product education, according to Barsamian. Educate your employees about the product they’re selling and what it can do so that they can turn around and have the confidence and knowledge to sell it to the customer.

Stay in constant contact. With potential and existing customers, the best value you can offer is yourself. Continually work with them. Find out their challenges and what they need. Make sure they know who you are, but don’t overkill it. You’ll know the rhythm by your relationship with your partners.

Develop a social selling strategy. Two-thirds of companies don’t have a social selling strategy, according to Barsamian. “If you’re a manufacturer, repost anybody’s social-media post that featured your product. When you go shopping, look at what other people are using and what they’re saying about it. You’ll be shocked at the results of how people view your brand. It will help you increase customer base, both directly and indirectly.”

Increase Your Average Order Value

In theory, increasing your average order value can be achieved by raising your prices, but is that really going to help? The life stream of your company and its growth are dependent on product. Therefore, the number-one way to increase average order value is to continually introduce new and dynamic products, according to Barsamian.

Ensure that your customers are listing all your SKUs, whether they stock them or not. That will drive more sales and increase average order value. Also look at resellers’ websites.

“If they’re dedicated to Ford F-150, they should list every F-150 part you sell,” Barsamian said. “Many consumers are loyal to certain websites. If they don’t know you offer a certain application, more than likely they won’t buy it—or worse, they’ll buy a competitive product. Create an internal team and ensure that your online resellers have your latest logo, images and data. Show more than one product image at different angles.”

Boost Purchase Frequency

Barsamian suggested implementing a quarterly rebate program to help determine your customers’ average buying frequency. That way, you will be in the face of your customers every month talking about their targets, where they are, their struggles and successes.

“Let’s say they make quarter one but miss quarter two,” Barsamian said. “They can still make quarter three. You’re not going to penalize them for that. Use promotions such as giveaways when they purchase a product. Run a sale. New products will increase the frequency of purchases.”

Look at Data-Driven Decisions

There’s nothing more frustrating than having inaccurate data on your own site when you’re trying to educate customers. To avoid that, load all of your data in your operating system and ensure that everything is updated at one time when you make a change.

According to Barsamian, you are shortening your opportunities if you map only to the applications for which you make product.

“You have a golden opportunity to see what people browse for and don’t find,” he said. “This is another way to grow your sales. Ensure that your application lookup is showing everything ACES can give you. When someone researches a product on your website, you need to track that. Look up the year, make and model they looked up and grab their IP address. You want to be able to sort out how many people are searching for that product.”

For instance, you can see the IP address for someone who looks up a ’21 Ford Mustang. Let’s say they don’t get any results and they seek it again the following week. You’re going to strip out that vote for that month. If that same IP address researches a ’21 Camaro SS, they get to keep their vote because they browsed for something different. When you do this, it will give you the broadest view of what people are searching for, according to Barsamian, who also suggested offering consumers what they want, not just the company favorites.

“When there’s a new application out, there are seven people behind that first request who want that part,” Barsamian said. “Then there are seven people behind that person and another seven behind that person. Over a period of time, it may drop down to five or six and then three. That’s fine; you’re still perpetuating and selling product. However, when the product gets older and more affordable, people start to work on them again. So that number might go back up. It’ll never be a seven again, but it will absolutely continue to grow
in sales.”

Vehicles-in-Operation Reports. These reports are free to SEMA members. If you’re trying to decide between making product for the new Hyundai 2.0 Turbo or new Hyundai Genesis, the reports will give you the registered number of vehicles by state.

“It’s a trickle-down theory,” Barsamian said. “Now your customers know what to stock and where to stock it. Imagine [thinking that] all the Toyota Tundras are in Texas, and you find out that they’re actually in California. You’ll be able to find those results by looking at vehicles in operation. Now your customers will know where to stock product, how to advertise and market it, and what training they need to give their customers to sell it right the first time.”

SEMA Data. Data sells product, and the SEMA Data is an excellent source for obtaining product data. Before SEMA Data came about, more than 50% of SEMA members didn’t have product data, according to Barsamian. “If you make race products and don’t have year, make and model applications, how would you describe that product over the phone to somebody? You would give them the attributes—how long is it, how wide, what finishes it comes in.

“If you’re not partnering with a great data company to make sure your data is clean and pure, get on that immediately, because you’re hurting yourself and your customers from being able to sell your product,”
Barsamian suggested.

Just Do the Math

The Formula:

Customers x Average Sale x Transactions

You have 300 customers and your average order value is $3,500. Of those 300 customers, the average sale is once a year they buy from you.

• 300 x $3,500 x 1 = 1,050,000.
• Increase your customer base by 26%.
• 300 x 26% = 378.

Your average order value is $3,500, and we need to increase that by 26%.

• $3,500 x 26% = $4,410.
• Your transactions should go up to 26%.
• 1 x 26% = 1.26.
• 378 x $4,410 x 1.26 = $2,100,394.

You have doubled your $1,050,000 in sales.

SEMA News—June 2021

HERITAGE

Four in a Row

By Drew Hardin

Photography Courtesy: Eric Rickman, Petersen Publishing Company Archive

In November 1964, Bob (left) and Bill Summers brought a scale model of their new land-speed-racing streamliner to the Caltech wind tunnel in Pasadena to experiment with the aerodynamics of different tailfin shapes. While sponsors were lettered on the model’s sides, once it was rendered in 1:1 scale, the ‘liner would wear the name Goldenrod.

As modern as it looked, the Goldenrod was something of a throwback. The early ’60s saw the dawn of the jet age in land-speed racing, with pioneers such as Dr. Nathan Ostich, Art Arfons, his brother Walt, and Craig Breedlove hitching jet aircraft engines to a variety of chassis to chase ever-increasing speeds.

Bucking the turbine trend, the Goldenrod had four Chrysler Hemi engines under its sleek aluminum and fiberglass skin to drive its front and rear wheels. Four years before, Mickey Thompson had also used piston-driven power—four supercharged Pontiac engines—to push his Challenger to 406.60 mph, making him the first American to breach the magic 400-mph mark.

Thompson’s accomplishment didn’t set an official record, though, as he wasn’t able to back up that one-way pass. Before he could, the jet jockeys got there first, though not without controversy. Sanctioning rules governing the land-speed records took a while to solidify around the new jet cars, and purists had a hard time accepting what to them were rockets on wheels, their output measured in pounds of thrust rather than horsepower.

The Summers brothers, though, were “undaunted by all the furor and hassle,” wrote Eric Rickman in the March 1965 issue of Hot Rod. Their new car “should settle the entire dispute for a year or so as far as reciprocating engines driving through the wheels is concerned. Bill and Bob are taking the stand that ‘if Mickey went “over four” with a car two engines wide and two engines long, we should be able to go faster with a car only one engine wide and four long.’”

Mounting the four Hemis in a row cut down on the streamliner’s frontal area and helped it achieve a very slippery .117 coefficient of drag. Dyno tests on the injected Hemis showed them making 600 hp on gas “and at least 750 on alky and ‘pop,’” Rickman wrote. “Multiply these ratings by four and the results are some rather impressive power figures.”

Putting that power to the salt was an engineering puzzle that the brothers solved by linking the four engines with a common driveshaft that ran through transfer cases mounted between the two pairs of engines and ahead of fore and aft transmissions. George Hurst and Hurst Performance helped engineer the transmissions’ shift linkage and crafted the Goldenrod’s forged billet wheels, which mounted Firestone tires. Mobil Oil provided the Goldenrod’s fuel and lubricants.

As luck would have it, rainstorms and wet salt hampered the 1965 Bonneville meet, testing hardware and patience alike, but the brothers’ efforts were finally rewarded in mid-November of that year when they clocked a two-way average of 409.277 mph—a wheel-driven record that stood until Al Teague reset it in 1991 at 409.986.

The chase for the piston-driven speed record continues to this day. In 2018, Danny Thompson (Mickey Thompson’s son) resurrected his father’s ancient Challenger 2 streamliner and set the record at 448.757 mph. In 2020, George Poteet’s Speed Demon streamliner, using a Ken Duttweiler-built, 3,156hp, twin-turbocharged, big-block Chevy engine, upped the record to 470.015 mph. It was clocked one-way at over 481 mph. “That’s the fastest a piston-engine, wheel-driven ground vehicle has ever gone in one direction,” wrote Hot Rod’s Marlan Davis, covering the record run. Poteet’s new record, Davis said, was “closing the gap on turbine-powered cars.”

SEMA News—June 2021

Strategic Priorities For the Year(s) Ahead

By Chris Kersting

Earlier this year, the SEMA Board of Directors met for the purpose of reviewing and updating the organization’s strategic priorities. Consensus was achieved regarding a range of important challenges and opportunities facing the industry.

Leading off the future challenges is complex automotive technology. SEMA members are going to require access to a broad range of information, tools and testing capabilities to properly design and integrate modification equipment on the vehicles of today and tomorrow. The SEMA Board has authorized investment in personnel, equipment and testing capabilities so that our industry will have what it takes to develop and offer products that are compatible with new vehicle safety and powertrain systems. Better still, we are locating those resources in Michigan in the form of the recently announced SEMA Garage & Emissions Compliance Center—Detroit.

The Detroit Garage will provide members with comprehensive information about advanced driver-assistance systems and other new vehicle technologies and provide a means to test and confirm compatibility of modification parts with this technology. The SEMA Garage Detroit location will put expert personnel in the midst of car makers and their suppliers, testing facilities and a wealth of engineering expertise—all as opportunities for establishing relationships, tools, information sharing and partnerships that will help SEMA members bridge the gap.

A second area of strategic concern is the need for stepped-up government affairs capabilities. With the change of control in Washington, D.C., supporting a more aggressive focus on climate change and new automotive technologies, the association needs to step up its support for the American love affair with the automobile—in all its lifestyle and hobby forms—and ensure that it is not ploughed under in the rush toward innovation.

The Board’s strategic priorities include adding expert government affairs staff, providing new and easier ways to generate political action committee contributions, and undertaking broad grassroots organization and information campaigns to inform legislators and policy makers of the importance of the automotive hobbies and the industry behind them.

One matter of especially high priority in the government affairs arena is emissions regulation and enforcement. SEMA is increasing resources and efforts to assist the industry. The association staff is working intensively with both the federal U.S. Environmental Protection Agency (EPA) and the California Air Resources Board to modernize compliance regulations and reduce impediments to industry compliance. One recent breakthrough was the issuance of the EPA’s updated emissions compliance policy—a simplified approach for performance manufacturers to demonstrate compliance with the law. SEMA Garage staff is on hand to help members understand this change in the law and how to take advantage of it (www.semagarage.com/
services/emissionslab).

In response to stepped-up EPA enforcement, the SEMA Board recently authorized funds to join litigation efforts and fight the EPA’s position against converting street cars for racing and the sale and use of necessary performance equipment. On this same issue, funds have also been authorized to increase SEMA’s resources and tools to help pass the RPM Act.

This issue of SEMA News includes a feature section to help members understand the emissions-related laws and regulations and to learn about the people, tools and testing facilities SEMA offers to help our members. The SEMA Garage Emissions Lab is the heart of the operation, and soon we will have additional emissions testing facilities at the new Detroit SEMA Garage.

These initiatives are by no means all that the Board has included in its strategic planning, but they are an important slice of the overall vision to protect and further future opportunities for the industry and enthusiasts alike.

As always, SEMA will continue to evolve the annual SEMA Show and PRI Trade Show to be indispensable industry gatherings that are responsive to the members’ needs. We’ll have more on this as the months roll forward, but for now, we can be optimistic that once again these industry events will power business momentum toward a growth year in 2022.

  SEMA News—June 2021

REQUIRED READING

By Juan Torres

Helping the Industry Move Along

As the only parts on a car that actually touch the road on which it travels, tires are essential components of every vehicle. Manufacturers produce tires that are made of many different compounds and designs to meet market needs, and the importance of the rubber component is evident by the more than $4 billion in sales it generates in the aftermarket industry, per the “2020 SEMA Market Report” (www.sema.org/market-research). Below are some of the publications that have kept track of the new tires that were introduced into the market at recent SEMA events.

Traction News Editor Daniel Hatch reported on the three new tires that Coker Tire debuted during SEMA360: two completely new classic tires and a new size in its Silvertown radial series. The new tires are ideal for classic trucks, hot rods, vintage sports cars and luxury sedans that require precise original equipment fitment.
Tire Review Atturo Tires has participated in the SEMA Show to showcase existing and new products, including its Trail Blade series. Tire Review editors helped spread the word about the company’s new Trail Blade MTS (Mud- Terrain Sport) and Trail Blade ATS (All-Terrain Sport) tires by interviewing Atturo staff members at their SEMA Show booth.
Tire Business Yokohama used the 2019 SEMA Show to introduce several new tires into the market. Its effort to bring more awareness to the tires by entering them into the New Products Showcase paid off when the company was presented with the award for Best New Product–Tire as well as both runner-up honors.
Heard on Social Media “Coker has brought new life to the cherished 5/20 tire, and at the 2019 SEMA Show, they had quite a number of wheels wrapped in this iconic tire.”—Lowrider Magazine, via Facebook “We’re talking to Sonny from Toyo Tires. Hear all about the current tyres, as well as a few that might be making it to Australia in 2020.”—Tyre Review, via YouTube “Atturo Debuts Their New Trail Blade MTS Tires on a Mean-Looking Jeep Gladiator SEMA Build.”—Off-Road.com, via Twitter “Cooper Tire introduces Discoverer EnduraMax tire at SEMA.”—Rubber World, via Twitter

SEMA News—June 2021

RESEARCH

The 2021 “SEMA Vehicle Landscape Report”

New Research to Help You Stay Ahead of a Fast-Changing Vehicle Market

By Mike Imlay

Just about any vehicle can be outfitted with all sorts of aftermarket products. However, with more than 281 million cars and trucks currently on the road in the United States, knowing where the greatest opportunities lay can be challenging. Specialty-equipment businesses will find help in the latest “SEMA Vehicle Landscape Report,” recently released by the SEMA Market Research team. The report examines what’s changing, what categories and vehicle types currently hold the most potential for the aftermarket, and the trends brewing on the horizon.

“There are hundreds of millions of vehicles on the road in the United States, and those cars and trucks are the canvas for our industry and its creativity,” explained SEMA Market Research Director Gavin Knapp. “The focus of this report is to help SEMA members understand what car, truck and other types of vehicle models are selling well, which ones are found most on the road, and which ones therefore offer the most opportunity for our industry.”

“The purpose of this report is also to give our members and the general industry a sense of what vehicles look like right now,” added SEMA Market Research Manager Kyle Cheng, who compiled the report. “We look at key trends, OEM sales, the current makeup of vehicles on the road and so forth. We also build off of original research that we’ve previously done—for example, our annual market report, vehicles-in-operation (VIO) data and future-trends research—to identify what vehicles are really hot for our industry right now, what’s new, and what’s coming down the line.”

The comprehensive report includes sections devoted to a VIO overview; new light-vehicle sales and powertrain projections; the hottest models for specialty-equipment upgrades, modifications and accessories; and the latest vehicle trends and emerging technologies. The report also breaks down trend information by vehicle category, from traditional and sports cars to trucks, SUVs, crossovers and vans. There’s even a section focusing on classics. So what are some key takeaways?

OEM Sales are Recovering

“I’d say one of the one of the takeaways, now that we’re in 2021, is that 2020 was a rough year for a lot of sectors in our economy, and COVID-19 definitely affected new-car sales,” Knapp said. “But, luckily, the impact was not as bad as we would have thought in April 2020, when new-car sales virtually shut down to nothing.

“The year did end in lower sales—down from about 17 million to just above 14 million—but we now see the trend of sales quickly moving back over the next few years toward that 17-million mark that we’ve been running at for the last half decade. In those terms, while there definitely was disruption, it’s pretty short term.”

According to Cheng, the effects of COVID-19 also differed from past recessions in another interesting aspect. In a typical recession, larger vehicles usually take the biggest sales hit as consumers curtail spending and look for less-expensive options. However, the opposite was true during the 2020 downturn: CUVs and pickups kept light-vehicle sales on track.

Trucks Still Dominate the Marketplace

The report notes that pickups did more than buoy OEM sales during the bleak months of 2020. They also continued to command the lion’s share of specialty-equipment sales, accounting for nearly a third of all retail dollars spent in the industry. With overall market sizing estimated at $14.28 billion, they represent the aftermarket’s number-one niche.

“Looking over the last few years, pickup trucks have been a hotspot for our industry and will continue to be hot sellers going forward,” Knapp observed. “In fact, the top-selling models on U.S. roads are all fullsize pickup trucks.”

Among the bigger pickups, the Chevrolet Silverado 1500 and the Ford F-150 stand out as accessorization favorites among consumers. Also topping the aftermarket opportunity list is the Jeep Wrangler, which enthusiasts continue to make one of the most accessorized vehicles on the road today. Top purchases in the truck category include trailer and towing packages; exterior appearance; fender, hood and body upgrades; suspension products; and truck bed liners, among others.

In addition, the category is growing. Among other popular and emerging pickups, the “SEMA Vehicle Landscape Report” cites the Toyota Tacoma, the Chevrolet Colorado and GMC Canyon and the Jeep Gladiator as holding special potential for the aftermarket. The Tacoma, the Colorado and the Canyon are all due for redesigns for 2024, with the Tacoma expected to roll out a hybrid version. The buzz around the Gladiator is a plug-in hybrid version on its way for 2022. In the full-electric realm, the Rivian R1T and the GMC Hummer pickup EV are set to debut this year, with the Tesla Cybertruck expected in 2022.

CUVs Are on the Rise

There are currently 54.6 million registered CUVs in the United States, comprising 19% of the nation’s vehicle fleet. By 2028, CUVs are projected to jump to half of all new-vehicle sales. That makes them America’s fastest-growing vehicle segment—and with good reason. Consumers enjoy the combination of efficiency and function that CUVs embody, even if their styling is at times lackluster.

“When the category first started, it leaned more utilitarian and occupied the lower end of the market,” Knapp said. “But now all of the more high-end, premium brands are moving into the market and creating more upscale models. We’re also seeing a lot of companies positioning their crossovers very much as outdoor lifestyle vehicles, even going off-road.”

Virtually every automaker now offers at least one crossover model, meaning that OEM competition is contentious. It’s therefore difficult to cull even a few hot platforms that the aftermarket can latch onto.

Current top sellers include the Honda CR-V and Toyota RAV4, which have historically done well and are expected to maintain their market positions over the next seven years. However, the Nissan Rogue, Chevrolet Equinox and Traverse, and Toyota Highlander remain strong contenders. Also on the “vehicles to watch” list are the Ford Escape, Subaru Forester and Crosstrek, and Mazda CX-5.

“There are some questions about whether our industry is embracing this crossover market,” Knapp said. “It represents a big opportunity, but there are a lot of models out there, so finding out where the specific opportunities are will be one of the more interesting things to watch in our industry over the next few years.”

Because they’re meant to appeal to a broad audience, CUVs have been less enthusiast-focused than other vehicle types. Up to now, their owners haven’t exactly been clamoring for modifications, either. The overall CUV aftermarket is currently valued at $5.90 billion, a share equaling only 13% of specialty-equipment retail sales. A few of the top aftermarket buys include navigation and driver-assistance systems, floor mats and interior appearance items, racks and carriers, and exterior appearance upgrades.

“Most people wouldn’t consider CUVs to be performance vehicles, but what we’ve noticed in our research and data is that there are more sporty CUVs coming out, such as the BMW X-series,” Cheng explained. “A lot of companies are investing in sleeker, more stylish models. If we’re talking electric, even the Ford Mach-E is technically a CUV with the Mustang badge.

“There are 140 CUV models currently on the road. By the time we get to 2028, there will be more than 175 models being offered. In terms of sheer number of availability, compared to every other segment, crossovers will outpace everything.”

According to Knapp, all those trends create somewhat of a challenge for the aftermarket.

“We know that trucks and SUVs are great platforms for our industry,” he said. “There are a lot of things you can do with them, from off-road to utility-type modifications, racks and towing and so forth. So the question becomes, as these buyers move from traditional sedans into the CUVs, which have the shape and potential to function like SUVs, will they treat them that way? Will they think of them as truck-like and accessorize them that way? Or will they continue to just think of them as a differently shaped car that’s purely functional?”

Sports Cars and Classics Are Popular as Ever

Although not as high-volume as other segments, sports cars also command significant enthusiast audiences, making them industry mainstays. In that niche, it should be little surprise that musclecars rank highly.

“If you look at the traditional cars that are still being made, some of the best-
performing of those really are the sports cars and sporty models,” Knapp said. “While we talk a lot about the shift toward trucks in our report, there’s still a great opportunity in our traditional performance and ‘sporty car’ segments as well—especially with the Mustang, Camaro, Charger and Challenger.”

In fact, as OEMs trim their model lines, SEMA forecasts increased aftermarket opportunities for the remaining performance models with iconic histories. Lesser-volume sporty vehicles—notably the Subaru WRX, Porsche 911 and Mazda MX-5 Miata, to name a few—are also expected to carry on as popular platforms for accessorization.

The icons of yesteryear will also endure, although the definition of a “classic vehicle” is changing. SEMA Market Research applies the term to pre-’74 vehicle models, but by anyone’s definition, the classic-enthusiast base is healthy, growing and filled with loyal aftermarket consumers.

Although classic cars and trucks comprise just a 2% share of aftermarket sales, their owners spend significant time and investment on their vehicles. What’s more, they often prefer enthusiast parts and specialized accessories for their restoration or restomod projects.

Speaking of classics, the report also examines the ratio of older versus newer vehicles found in consumer garages. Most of America’s 280-million-plus cars are less than 20 years old, with about 90% being model-year ’00 or newer and 50% being model-year ’11 or newer. After 10 years or so, the number of vehicles for any given model year begins to drop exponentially as scrappage
rates go up.

Nevertheless, changes in ownership over a vehicle’s lifespan drive consumer engagement with the aftermarket. Whether the models are new or used, most car owners upgrade or modify their vehicles within the first few months after a purchase. The more cars change hands, the better the opportunities for accessorization.

Recessions typically spur consumers to hold onto their vehicles, raising used-car values and putting a strain on supply. Again, however, the COVID-19 downturn was a different story. Although used-car values did hit record highs, sales transactions suffered only a slight dip. That bodes well for the aftermarket as the pandemic subsides.

Electrification Is Coming—Eventually

Vehicle electrification, advanced driver-assistance systems (ADAS) and vehicle autonomy have become hot-button issues for the specialty-equipment industry. It’s no exaggeration to say that such emerging technologies promise to reshape the aftermarket in unprecedented ways, but how quickly they will do so is an open question. (See “Artificial Intelligence, Electric Vehicles...and Flying Cars?” on p. 162.)

“There’s a lot discussion of a big shift toward electrics in the media, but it’s going to take a long time for the gasoline-powered cars currently on the road to cycle off,” Cheng explained. “It typically takes a decade before vehicles go out of operation, so there will still be a lot of vehicles for our industry to interact with. The traditional cars that enthusiasts like to modify and work on aren’t going away anytime soon.”

Today there are nearly 4 million registered alternative-power vehicles in the United States, accounting for just 1% of vehicles on the road. States with the highest take-up rate for those platforms include California, Florida, Texas, Washington and New York. Among automakers, Tesla is driving most of the segment’s growth, although other automakers are quickly jumping in. SEMA projects that the top models to watch through ’28 will include the Tesla Model Y, Model 3, Model X and Cybertruck; Toyota Prius; Ford Mustang Mach-E; Chevrolet Bolt EV and E-Van; Honda Insight; and Nissan Ariya.

“There are actually some very interesting electric vehicles coming that should grab our industry’s attention, especially the electric pickups,” Knapp said. “A lot of the electrics are also moving away from the econo-box, early-adopter types of cars and really pushing toward the performance space, but frankly, they’re going to be small in number for awhile, with steady growth over time.”

Cheng added that infrastructure, charging times and costs, along with vehicle range, remain hindrances for consumers.

“Right now, electrics are just more expensive,” he said. “The expectation is that their costs will go down as time goes by, to the point where they’re potentially cheaper than internal-combustion cars. We’re just not there yet.”

Neither are we close to fully autonomous vehicles, which the report also delves into with a look at not only the state of current technologies but also consumer attitudes toward a future of driverless cars. ADAS technologies are here, however, and OEMs are deploying them at a rapid rate. Per NHTSA guidelines, all new vehicles now have rearview cameras. Installation rates for such features as collision warning, advanced cruise control, adaptive pedestrian detection and lane-departure alerts are each close to 70% or more.

“Ultimately, this report will help SEMA members understand what vehicles and technologies are out there now or are coming in the near future so they can better choose what products to make or sell,” Knapp concluded. “We have other resources to help members with their decisions, including our member VIO program, which can provide the number of vehicles on the road by specific models and years. We can also help them with new-vehicle model sales numbers as well as other research, so we encourage members to visit our website.”

For more information on ADAS systems and aftermarket opportunity for them, download the “SEMA Advanced Technology Opportunity Report–2017” at www.sema.org/research.

Get the Full Report

To download your copy of the 2021 “SEMA Vehicle Landscape Report,” along with other free SEMA Market Research studies that can help your business, go to www.sema.org/market-research. While there, SEMA members can also access more comprehensive vehicle sales and vehicles-in-operation (VIO) information through SEMA Market Research partnership programs.

SEMA News—June 2021

BUSINESS

PRI Announces the Return of Its Trade Show—and More

Q&A With PRI President Dr. Jamie Meyer on the Show, an Exciting New Membership Program and Racing Advancement

By Mike Imlay

The recent announcement that the PRI Trade Show is set to return to the Indianapolis Convention Center this December 9–11 marks yet another milestone in a busy year for the company. First, Dr. Jamie Meyer was named PRI president in late spring 2020. Shortly after his arrival, the company launched a series of targeted programs to assist racing businesses and operations suddenly impacted by the pandemic. Among them was the PRI Ambassador Program—an aggressive campaign specially created to help racetrack operators navigate local, state and federal rules required to reopen safely.

Then, in October, PRI announced the launch of its Road Tour, an unprecedented cross-country journey that brought a vanload of content creators to the doorsteps of nearly 100 racing and performance shops, teams, tracks and businesses. The result was a more than two-month media blitz that allowed visited companies large and small to tell their stories, reveal new products, and showcase their operations during trying times. The innovative tour was so successful that a 2.0 version is now in the works for 2021.

Meanwhile, with planning for the Indianapolis show moving forward, PRI also introduced a groundbreaking membership program for motorsports professionals designed to further unite the industry on a number of important fronts, including legislative advocacy, business resources, career development, educational opportunities, and cost-savings initiatives. For example, exhibitors at this year’s PRI Trade Show can take advantage of a comprehensive list of benefits that includes discounted booth space, which in most cases covers the cost of PRI membership.

For a deeper perspective on these many developments, SEMA News sat down for a brief Q&A interview with Meyer. The following is a recap, edited for clarity and conciseness.

SEMA News: PRI recently made the major announcement that its annual PRI Trade Show is returning to Indianapolis this year. Would you like to comment on those plans?

Jamie Meyer: Cancelling the show last year was really tough. It was the right decision, but it impacted a lot of companies that use the PRI Show for their main marketing and sales activation for the year. So this year, we’re excited at where Indianapolis stands as far as safety—being able to open up some while keeping people safe.

Indianapolis landed the entire NCAA Men’s Tournament. Some of us were there for the Final Four championship games just to see their safety protocols, including how many folks can come together and still be safe. Keep in mind that a lot of these event venues are exactly where we hold our Show, so that’s impactful. Also, they’ll have hosted some 15,000- to 25,000-attendee trade shows by midyear, which is very relevant to PRI. Plus, the vaccine is certainly expected to help as more people are protected from COVID-19.

In the meantime, organizers of all the trade shows that take place in Indianapolis are also being brought together in a coalition to exchange ideas for keeping everyone safe, so there’s really good momentum in Indy for folks who work in and visit the city. Indy’s marketing arm is also great. They have the same goal we do, which is to bring folks together as safely as possible.

SN: Judging from people in the industry with whom we’ve spoken, the Show was definitely missed last year.

JM: You don’t really know how much you miss something until it’s gone. I’ve been to the last 25 PRI Shows. They’re some of the most memorable times I’ve had. My best friends are at the PRI Trade Show, and some of the best business deals I’ve ever done were at the show. It’s very personal for me. It’s a community of racers from around the world, so folks will be excited to get back together, spend quality time with one another, see product, do business, get new ideas, see new technology, and open their minds. That’s what the show has meant for 32 years.

SN: Obviously, PRI launched the Road Tour as an alternative in 2020. Will it continue as a component of this year’s show?

JM: The Road Tour was a wild success for us. It was put together in a very short time but was a simple concept. Instead of gathering in Indianapolis, we took the PRI Trade Show to industry manufacturers across the country and got great media content from them. People followed it online because they wanted to know what all the other companies were going through and what they were doing. A lot of companies used it to launch new products, which was exactly the intention.

For 2021, we’ll bring the Road Tour back and start earlier in the summer so we can get to the races and do some great racing coverage. We have the best content creators in the world—DriveLine Studios, with Justin Cesler and his team. There are a lot of smaller communities in racing, but they all like to see what’s happening on national and international levels. We’ll share our race coverage and the many stories found throughout our industry and build a lot of momentum going into the PRI Trade Show.

SN: Another announcement is PRI’s new membership program—a big change. Can you discuss the program’s goals and why you launched it?

JM: The PRI membership proposal came two years ago from the PRI task force put together by [then-SEMA Chairman of the Board] Wade Kawasaki. The task force came up with multiple ways to improve the racing industry, and a membership program to bring the racing community together was among the top priorities. It took a couple of years to execute, but I was thrilled when we broke the news in March. There has been great support from the SEMA Board of Directors under Chairman Tim Martin and the PRI Advisory Committee, whose chairman is Chris Douglas.

The goal is to really bring the community of racers together for the common good of racing. It’s not going to surprise anyone that there are a lot of threats to the racing industry right now. We saw some economic threats during the pandemic, and PRI launched multiple programs to help the tracks and manufacturers, but now we’ve got government regulations coming around again. We have Environmental Protection Agency agents visiting manufacturers of race products, and we have a nervous racing industry. Racers, small local tuners and engine builders are concerned that a knock on their door could shut them down. So advocacy and education are primary membership goals.

SN: We understand that membership will also carry other benefits.

JM: Yes, we’re going to treat it like any other good membership program, with benefits in the form of discounts for the PRI Trade Show and the advertising opportunities we offer. We’ll help with other discounts as well, such as insurance rates for small-business owners or finding discounts on fuel and travel to help these folks get to the races. That said, education, legal support and advocacy to engage elected officials will be the primary benefits right out of the gate.

SN: And you’ll be offering several forms of membership, correct?

JM: Yes, and this is the exciting part. We’ll start with those racing businesses that will be PRI Trade Show exhibitors, because we already have that relationship. We’ll get them signed for the show with membership and a 10% discount on booth space. We have a lot of companies excited to join and do the right thing to support their industry.

Next, we’ll extend membership to any other racing business that isn’t an exhibitor at PRI. We have 65,000 folks who come to the Show. A lot of them are small-business owners who don’t display, but they come to see the manufacturers. For example, there are race teams that are well funded, or engine builders who don’t need to display but who want to see the latest technology.

Around July 2021, we’re also going to offer the first-ever individual membership for the racing industry. That means racers, fans and anyone who wants to enjoy and protect this lifestyle will have an organization to join so that when you want to go racing or build a race car, the opportunity is there to do it.

SN: At this point, SEMA News readers will probably be interested in whether their SEMA membership accesses any PRI programs.

JM: At the suggestion of the PRI advisory committee, we’ll extend a two-year complimentary membership to SEMA members, so they can sign up for free and become a PRI business member. You must be a paying PRI member to get the PRI Show discount, which I hope everyone will understand. We’ve always had some overlap with our exhibitors and SEMA companies at the PRI Show, but now every SEMA member can also be a PRI member.

SN: We also see that PRI is launching a Founding Member option. Can you share a few details about that?

JM: We have different pricing for a Business Membership that ranges from $295 to $995 a year, but we also wanted to offer a higher membership level that recognizes those companies that are dedicated to the racing industry. The Founding Membership is a $25,000 commitment payable over 10 years. You get all the benefits of a Business Membership, but we’re also developing a Founding-Member network to connect these industry leaders so they can get to know each other. Then I’ll be doing special events at PRI just for Founding Members, and there will be several other surprises along the way for those who want to be at the highest level of commitment to the racing industry.

Ultimately, this is about gaining maximum impact for our industry in those certain halls of Washington, D.C.— buildings that make a lot of the decisions affecting us. This is a way for people to raise their hands and say, “I want to do something to help my industry.”

SN: Along with advocacy, you emphasized education. What do you plan to offer members in that area?

JM: We have several levels of education in mind. We’ll continue to leverage the experts who already exist in our industry to share all their knowledge. We do that really well at the PRI Trade Show with a full three days of educational programing. In 2020, we livestreamed our education because it was an unusual year. We’re going to expand that for our members. We’ll offer programs online quarterly.

We’re also reaching out to higher-learning institutions with specific programs for racing-industry people. Imagine a shop owner who is really good at working on cars and has already developed a business but still may want to pick up some mechanical engineering classes nights and weekends. Those are the types of things we’d like to offer. And then there are those business courses for subjects such as accounting and marketing, or possibly higher degrees in engineering or business. We want to find schools that can offer that. As race cars get smarter, so will we.

SN: Earlier, you alluded to the different legal issues that racing businesses may face. How can PRI help with those?

JM: Our members will have access to the free PRI hotline for short, generalized questions regarding legal topics. The hotline is designed for general information and education that could help resolve simple issues or identify the need for legal counsel.

I have to point out that it is advisory only, does not constitute legal advice, and doesn’t convey attorney-client privilege. Still, it’s a benefit that we believe members may find useful, and we hope they will familiarize themselves with all
its details.

SN: We’ve covered a lot of ground here. Would you like to offer any final
comments?

JM: Just to say that our new membership program is the first of it’s kind. There’s never been anything like this for the racing community, ever. This is a chance for circle track, drag racing, drifting, tractor pull—whatever your flavor—to come together and realize that if one member of the racing community faces a problem today, it could be your problem tomorrow. We want to address that through education, advocacy and many other types of initiatives here at PRI.

Connecting With PRI

To learn more about all the latest PRI Trade Show developments, visit
www.performanceracing.com.

You’ll not only find direct links for the PRI Trade Show, the Business Membership program and the PRI Road Tour, but also many other performance-racing resources.

SEMA News—June 2021

International

OEMs Vie for India Market Share

Off-Roading Growth Drives Competition in Pickup and SUV Segments

By Linda Spencer

The Rainforest Challenge (RFC) India will be held again this year in July 2021 following a hiatus last year due to COVID-19. The Indian edition of the series, which began in 2014, is a grueling seven-day off-roading event for professional drivers.

The RFC started in Malaysia and is also held in Italy, Russia, the Balkans, Poland, Sri Lanka, Vietnam, Thailand, Tunisia, China and Australia. There are also numerous sportsman-class events throughout India organized by local clubs such as those run by Jeep enthusiasts, including the Western Wanderers, the Bangalore Jeep Club and the Club Himalayan Devils.

Local tire manufacturer Apollo Tyres created Bad Road Buddies to organize off-road events, and Indian car manufacturer Mahindra & Mahindra brought together enthusiast clubs in 2019 from around India for the third Thar Fest in Kochi, celebrating the off-roading attributes of the Mahindra Thar.

SEMA News spoke with Ashish Gupta from Cougar Motorsports, the organizer of RFC India based in New Delhi. We talked about the event as well as off-roading more broadly in the country of 1.3 billion. We first discussed the local enthusiasts’ vehicles of choice.

“The Suzuki Gypsy [Samurai in other markets] and the Mahindra Thar are the preferred vehicles to use for extreme off-road customization” Gupta explained.

For more casual off-road excursions, enthusiasts may choose the Mitsubishi Pajero, Toyota Fortuner, Ford Endeavour and Isuzu V-Cross. Gupta noted that there are also some premium SUVs, including models from the Jeep and Land Rover stables as well as a few Polaris ATVs and RZRs, but he noted that the numbers of those vehicles were much smaller.

Sportsman off-roading events, typically sponsored by local clubs, are growing across India.

“The southern state of Kerala has numerous off-roading clubs and enthusiasts with perhaps the highest number of 4x4 vehicles per capita, but off-roading is popular all across the country, with clubs in almost all major states and large cities,” Gupta said. “The national capital region [which includes Delhi and its suburbs] as well as the Union Territory of Chandigarh in the north have a number of active off-roaders as well.”

Pickups have never been big sellers in India as lifestyle vehicles, and the choices to date have been slim. Only the D-Max V-Cross and Tata Xenon have been available in the market, but that may be changing. The Ford Ranger and sportier Ford Ranger Raptor have both been spotted being tested in India recently.

It’s been reported separately that Toyota is considering assembling the HiLux in India, and the Ford Ranger and Ranger Raptor are expected to be imported into India. The D-Max V-Cross is locally manufactured at Isuzu’s newly opened manufacturing plant at Sri City in Andhra Pradesh, India. However, Gupta is skeptical that pickups will become big sellers.

“Isuzu entered this segment aggressively a few years ago with the D-Max V-Cross,” he said. “However, those vehicles have not been as popular as elsewhere in Southeast Asia and America. They are not perceived as lifestyle vehicles [also not as “premium”] as in other markets.”

He also noted that regulations prohibit the use of a privately registered vehicle to be used to carry commercial goods, so they cannot be “dual-use.” They are also almost as expensive as the regular SUVs that provide much more ride comfort for a family as well as secure trunk storage. Driving conditions and parking space in crowded cities is also a deterrent.

Still, a new law in India allows vehicle manufacturers to import up to 2,500 units of a vehicle without the need for homologation. Manufacturers therefore have a low-cost way to try out new brands. That will allow the OEMs to try to win over Indian motorists to their vehicles and undergo the required homologation only if the results (and sales) warrant it.

We asked Gupta about the possibility of the new pickups taking part in the RFC.

“We are open to starting a pickup category in the Rainforest Challenge with separate special stages for the vehicles, subject to getting a sizeable number of entries,” he responded. “They will not be able to compete in the common category with other vehicles.”

Certain products, such as rollcages, are often made in India.

“Product availability has improved significantly in line with the growth of the sport and especially since the Rainforest Challenge was launched in India,”
Gupta said.

Products such as winches and suspension products are typically imported and provide an ongoing opportunity for U.S. suppliers.

“Competition winches, performance axles, suspension parts and tires are imported,” he said, and he noted that Warn has been a past sponsor of the RFC. Distribution in India is typically through small non-stocking shops due to high inventory costs and somewhat limited sales.

The Jeep Wrangler is being built and sold in India but faces stiff competition from the cheaper lookalike Mahindra Thar. Gupta doesn’t believe that the iconic vehicle will be a best seller due to purchase and maintenance costs.

“For example, the Jeep Wrangler and Land Rover Defender are very, very expensive [starting in the range of $100,000 USD],” Gupta explained. “Even those who buy them rarely put them to off-road use because the costs of spares and service are high as well. Jeep has launched the locally assembled Wrangler and cut prices, but by a mere $15,000 USD.”

Car manufacturer Stellantis is more optimistic, despite currently having a market share estimated at less than 1% of the market, which is dominated by local makes. The vehicle manufacturer announced in January of this year that it is investing $250 million in India over the next two years. That is on top of a $450 million investment over the past four years.

Stellantis plans to fulfill the domestic demand for the latest Jeep Wrangler and Jeep Cherokee at its plant in Ranjangaon, Western India (a joint venture with Tata), by the end of 2022.

For more information on SEMA’s international programs and resources, visit www.sema.org/international.

SEMA News—June 2021

BUSINESS

2021 Hot-Rod Market Trends

A Flagship Market Evolves for the Next Generation

By Douglas McColloch

The automotive aftermarket has evolved through the years—sometimes gradually, other times suddenly—in response to changes in consumer preferences and advances in technology. Through all the permutations, Hot Rod Alley at the SEMA Show has remained a steady industry focal point—a showcase for the aftermarket’s legacy innovators and their latest parts and projects. First popularized during the postwar years by a handful of shade-tree fabricators, the hot-rod marketplace has grown in the decades since into a global industry comprising thousands of companies that constitute a $1.26-billion market sector, according to the most recent survey from the Hot Rod Industry Alliance.

The vehicle platforms most sought-after by builders have likewise evolved due to recent events that changed the face of hot rodding. In particular, the Goodguys Rod & Custom Association revised its show eligibility criteria in 2018 to include vehicle makes and models up to the ’87 model year. Nowadays, you’ll find ’60s, ’70s and even ’80s musclecars and light-duty pickups standing side by side with ’30s Fords and Chevy Tri-Fives at rod and custom shows around the United States. That development in turn spurred production of new parts for those platforms, and trucks and musclecars are now generally considered to be the hottest-trending players in the hot-rod marketplace.

Like other enthusiast market segments, hot rodding faces a number of challenges in the coming years while also presenting opportunities for future growth. For this article, we contacted some two dozen industry insiders representing manufacturers, fabricators, racers, retailers and media. What follows is a compilation of their insights.

The State of the Industry: Healthy Despite Headwinds

Overall, our panel of experts felt that the marketplace remained robust, but they also acknowledged the business challenges posed over the past 12 months by the COVID-19 pandemic.

“The market in its current state is strong and growing,” said Jeffrey Major, president of BedWood and Parts. “Like most markets, however, it is searching for solutions to the various challenges and opportunities created by COVID-19.”

John McLeod, owner of Classic Instruments, concurred: “I believe we have a strong current state, with some new uncertain situations about the future of events. Many manufacturers and retailers have learned a lot of new ways to conduct business and have found many alternative methods.”

Trevor Hobson, sales manager at CVF Racing, elaborated on that theme.

“Our market is currently very strong,” he said. “While the pandemic we’ve all dealt with over the last 12 months definitely brought about its fair share of challenges, it also brought about some unique opportunities. People working from home suddenly found more time to spend working on their cars rather than commuting in their cars, which in turn brought about orders for new parts.”

David Hays, owner of Hot Rod Innovations, likewise made the connection: “With some of the shows people would normally be attending being cancelled or postponed, people seem more inclined to get out in the garage and work on their rides.”

Andrew Ebel, COO of the Goodguys Rod & Custom Association, remarked on the resiliency of an industry faced with daunting logistical challenges and the need to rapidly adapt to them.

“It’s inspiring to see how so many companies have risen to the occasion to meet and overcome the complex demands that have been placed on them over the past year,” he said. “I believe everyone in our industry has learned some valuable lessons over the past 12 months, which will only make us stronger as we continue to evolve as a community.”

What’s Trending: Classic Trucks and New Tech

Among our group of experts, the overwhelming consensus was that the biggest drivers of market-development growth today are pickups and computer-enabled technologies—most notably, e-commerce and social media.

“We have seen a huge uptick in our truck parts sales,” Hays said. “I’m sure it is no secret that the truck market has really surged over the last few years.”

Major concurred: “The current trend we see continues to be a strong demand for products made for classic haulers and late-model pickups alike. It’s all about trucks, trucks and more trucks.”

Jai Baek, marketing and creative director for United Pacific Parts, saw new OE truck developments such as the Ford Bronco driving growth, as well as the relative availability and affordability of trucks compared to other classic makes and models.

“The new Bronco is helping restoration parts make a big comeback,” he said. “The availability of the C10 makes it easy to convert an old truck to brand-new with aftermarket parts, whereas bodies for Mustangs, Camaros and Model Ts are harder to find.”

Among new developments in the market, the industry-wide shift to trucks and SUVs and the adoption of new technology are probably the most significant, said Tom Scarpello, founder and CEO of Revology Cars. He added that “there is a lot of discussion around electric vehicles (EVs) in our segment, but we have not yet seen any indication of significant consumer interest.”

More specifically, Ebel saw “tremendous signs of growth in the GM G-body and OBS truck genres.

“These genres tend to be more widely available and affordable and are typically favored by a slightly younger and more diverse enthusiast group that as a whole are still in the earlier stages of their hobby—which means that they are super excited and ready to cruise but may not be ready to take on a restoration or build,” he said.

New technology for old iron still remains a strong seller as well.

“People want to replace old parts with the newest technology, from LED lights to the newest steel bodies,” Baek said, and Hobson noted the continued popularity of his company’s LS-engine drive systems.

New Media: Essential Lockdown Marketing Tools

While shelter-in-place orders and remote working opportunities gave many enthusiasts additional time to work on their projects, those developments also pointed out the need for aftermarket companies to stay in touch with their most loyal customers via the internet.

“The continued expansion of digital marketing is allowing new companies and brands to gain disproportionate awareness relative to their spending levels, ultimately leading to greater specialization and fragmentation within the industry,” Scarpello said.

Ebel noted that e-commerce and learning how to harness the power of online consumers have been hugely important for years, but it was what set some companies apart from their competitors in 2020 and what will continue to be a cornerstone of growth for the industry moving forward.

“While it can be costly for companies to effectively navigate the world of e-commerce and digital marketing, it’s an absolute must in today’s marketplace,” he said. “The companies that embrace and implement the technology best will be at the head of the pack in the coming years.”

Baek concurred, observing that “the rapid growth of social media and the ability to search products online changed the landscape of business. Prior to COVID-19, we knew that social media could play a larger part in the hot-rod industry, so we were always making marketing content for our parts and e-commerce on a regular basis, but when COVID-19 hit, it was like a tsunami. Everyone was watching video and content on an iPhone. We were racing to create content for social media and writing data for e-commerce at a much faster pace.”

Baek said that anyone with resources and money can manufacture products, but unique content marketing will stand out from the crowd.

“Branding goes beyond just the logo, print or graphic,” he said. “You need to create a story that makes a memorable impression on consumers and, at the same time, allows your customers and clients to know what to expect from your company.”

To succeed in the digital marketplace, Baek advised companies to embrace
technology.

“Hot-rod customers and enthusiasts want your product information available 24/7,” he said. “Technology platforms like social media and Google search give an opportunity to engage with your customers. Having stunning classic content or how-to videos offers an opportunity to grow your brand.”

Challenges and Opportunities

Nearly all of our experts agreed that the biggest challenge facing the industry in the short term has been the convulsive influence of COVID-19 upon the existing business model and the need to adapt to changes in consumer shopping habits and unforeseen market conditions.

“Obviously and overwhelmingly, COVID-19 has been our biggest challenge and hurdle over the past year,” Ebel said. “While it severely impacted our revenues and partnerships, it also forced us to introduce new and innovative revenue platforms and challenged us to implement new technologies that will improve our overall value to our partners.”

“The most promising opportunities for growth are going to be for gaining back efficiencies lost due to the pandemic,” Hobson said, “whether that is figuring out a new way to do things or some adaptation of the way that things used to be done.”

Another issue related to the pandemic that was mentioned by more than one of our sources was the challenge of global supply-chain disruptions.

“The biggest challenges are going to be related to the supply chain and employees,” Hobson said. “Some items are still in short supply, which drives up costs and makes expanding quite difficult. Parcel companies are also feeling the strain, and we’ve all been hit with higher costs and additional lead times, which isn’t conducive to growth.”

McLeod agreed that supply problems and raw goods are the challenge for most all companies.

“Certain areas have been hit harder than others, and if your goods come from those areas, the trickle down starts,” he said. “Again, we are finding new ways to do business, though I personally believe that face-to-face business and shaking a person’s hand is still the best way.”

A more longstanding challenge facing the hot-rod market has been the difficulty in devising an effective outreach strategy to attract a new generation of builders and enthusiasts.

“It’s hard to find a new demographic of hot-rod enthusiasts,” Baek explained. “We know that there are younger generations out there who are showing interest, but they seem to have less interest in the process. That doesn’t mean they don’t have an appreciation for vintage cars. They love attending shows with friends and family, but they don’t want to spend countless hours polishing and building cars.”

Still, as COVID-19 vaccinations continue to roll out during the spring and the economy continues to gain steam, our experts’ outlook on the future was uniformly bright.

“It is all positive,” McLeod said. “We will see shows starting to open, events starting to run again. Our industry will recover and do fine. I truly believe that we will see a bunch of new customers and rekindled passions.”

Hays elaborated: “I look for the sport to have a huge uptick in activity. Sometimes it takes having what feels like something being taken away for us to fully appreciate it.”

“We are bullish on the outlook for FY21, assuming the supply chain is able to fully recover early in the year,” Scarpello said. “If so, it will be another record year for us.”

Ebel summed it up: “If we keep our feet on the gas, there are going to be lots of good times ahead.”

Hot-Rod Industry Resources

Hot Rod Industry Alliance: The SEMA Hot Rod Industry Alliance works to ensure the future prosperity of the hot-rod industry and to advance and promote awareness of the hobby. To learn more about how your business can become involved and benefit from the community, visit www.sema.org/hria.

SEMA Action Network: The SEMA Action Network (SAN) is a nationwide partnership between vehicle clubs, enthusiasts and members of the specialty auto parts industry who want to protect their hobby. Founded in 1997, the SAN was designed to help stamp out legislative threats to the automotive hobby and pass favorable laws. To learn more and join, visit www.semasan.com.

SEMA News—June 2021

HOT ROD ALLEY NEW PRODUCTS

By Douglas McColloch

2021 Hot-Rod New Products Guide

The Latest Speed and Styling Parts From SEMA360 2020

What builders refer to nowadays as the “hot-rod” marketplace has evolved immensely over the last couple of decades with the inclusion of later-model muscle cars and OBD-II-compatible onboard technologies. Nowadays, a stroll around the floor of just about any custom-car show will reveal build ideas that would have seemed inconceivable a couple of generations ago. Would your grandfather have ever envisioned a pony car that ran on battery power only, or a Bluetooth-enabled square-body truck? Welcome to the 21st century.

One thing that has remained a constant from hot rodding’s inception, however, has been the passion that enthusiasts bring to their hobby. That passion is on full display throughout the year at SEMA-sponsored programs such as Battle of the Builders (BOTB) and Young Guns, and it’s a passion that could not be dimmed in the midst of the COVID-19 pandemic. Even with the SEMA Show migrating entirely online, BOTB 2020 still generated hundreds of aspirants looking to claim the title of America’s best builder at SEMA360 last November.

As the automotive aftermarket has gradually gone digital, so too has the hot-rod aftermarket, and whatever technologies builders require to graft onto and into their projects, an evolving hot-rod aftermarket can meet their particular needs. What follows is a survey of related products from the SEMA360 New Products Showcase, along with some insights from a number of industry leaders.

 

Aero Detail Products
Flight Four-in-One Compound With Sio2

 

Aero Shield Flight progressive four-in-one is a three-step compound combined with SiO2. When matched with the right pad, this four-in-one can remove moderate scratches and swirl marks while providing a deep, rich finish. The added SiO2 brings paint a deeper gloss and an advanced level of UV, scratch and fade protection lasting up to six months.

800-337-9274
www.aerodetailproducts.com
PN: 6942

 

Aeromotive Fuel Systems
Phantom Series ’05–’17 GM Truck Direct Drop-In

 

The ’05–’17 models used a larger factory fuel-sending unit than the earlier ’99–’04 models. The larger size allows for more pump configurations than the earlier models. These tanks will accommodate single 340, dual 340, single 450, dual 450 and triple 450 pump configurations. This will support 490–3,900 hp on both gas and E85.

913-647-7300
www.aeromotiveinc.com
PN: 18358

 

Aldan American
’61–’62 Ford T-Bird Front Coil-Over Kit

 

’61–’62 Ford T-Bird Front Coil-Over Kit

310-834-7478
www.aldanamerican.com

 

American Autowire
Highway 15 Plus Universal Wiring System

The Highway 15 Plus is the improved version of American Autowire’s popular Highway 15 wiring system. It is a 15-circuit modular wiring system that can handle any power demands users might throw at it. Headlight/dimmer/ignition switches, full-color instructions, a six-gauge alternator feed and an LED flasher are all included.

822-482-9473
www.americanautowire.com
PN: 510825

 

AutoMeter
Direct-Fit Gauge Kits

Outfit a classic musclecar or truck with AutoMeter direct-fit gauge kits that provide a custom-performance instrument solution without the custom-fab price. These easy-to-install kits include an iconic set of AutoMeter gauges and all the necessary hardware for mounting and installation.

815-895-8141
www.autometer.com
PN: 550 NEW MODELS AVAILABLE

 

BluePrint Engines
Builder-Series GM-Style Big-Block 632 Assembled Engine and Transmission Package With Billet Front Accessory Drive

Offering GM, Ford and Chrysler offerings for hot rods or musclecars, BluePrint Engines offers everything from basic engines up through fully assembled engine and transmission packages. Every engine is dyno tested and includes a 30-month, 50,000-mi. warranty.

800-483-4263
www.blueprintengines.com
PN: B632FKB4L8X

 

Bilstein Shock Absorbers
ASM Series

 

ASM Series Shock Absorbers are designed to provide next-level performance for the restomod and Pro-Touring market. With a variety of damper lengths to fit most popular applications, the shocks combine great street-worthy ride quality with top-level motorsports handling characteristics. Available in non-, single- and double-adjustable configurations.

858-386-5900
www.bilstein.com
PN: 33-315232

“The pandemic we have all dealt with over the last 12 months has definitely brought about its fair share of challenges, but it also brought about some unique opportunities. People working from home suddenly found more time to spend working on their cars rather than commuting in their cars, which in turn brought about orders for new parts. Not being able to attend things like concerts or sporting events or even being able to go out to eat brought about renewed interest in cruising, which in turn spurred customers to spend some money in freshening their old cars.”—Trevor Hobson, Sales Manager, CVF Racing

 

BluePrint Engines
Builder-Series Ford-Style 427 Assembled Engine and Transmission Package With Billet Front Accessory Drive

Offering GM, Ford and Chrysler packages for hot rods or musclecars, BluePrint Engines offers everything from basic engines up through fully assembled engine and transmission packages. Every engine is dyno tested and includes a 30-month, 50,000-mi. warranty.

800-483-4263
www.blueprintengines.com
PN: BF427FKTKOC

 

BluePrint Engines
Builder-Series GM-Style LS 427 Assembled Engine and Transmission Package With Billet Front Accessory Drive

Offering GM, Ford and Chrysler packages for hot rods or musclecars, BluePrint Engines offers everything from basic engines up through fully assembled engine and transmission packages. Every engine is dyno tested and includes a 30-month, 50,000-mi. warranty.

800-483-4263
www.blueprintengines.com
PN: BLS427KBT56

 

 

BluePrint Engines
Builder-Series Chrysler-Style Small-Block 408 Assembled Engine and Transmission Package With Billet Front Accessory Drive

Offering GM, Ford and Chrysler packages for hot rods or musclecars, BluePrint Engines offers everything from basic engines up through fully assembled engine and transmission packages. Every engine is dyno tested and includes a 30-month, 50,000-mi. warranty.

800-483-4263
www.blueprintengines.com
PN: BC408KB727

 

BluePrint Engines
Builder-Series GM-Style Small-Block 427 Assembled Engine and Transmission Package With Billet Front Accessory Drive

Offering GM, Ford and Chrysler packages for hot rods or musclecars, BluePrint Engines offers everything from basic engines up through fully assembled engine and transmission packages. Every engine is dyno tested and includes a 30-month, 50,000-mi. warranty.

800-483-4263
www.blueprintengines.com
PN: B427KTKO

 

BOOSTane, Octane Engineering
BOOSTane Professional

BOOSTane Professional is a world leader in race-fuel alternatives. Said to be the only additive in the industry that has the ability to transform 93-octane pump fuel to as high as a 116-octane race-fuel equivalent. Committed to delivering race-fuel performance without the hassle or cost of buying and transporting race fuel. Unchain from the drum.

855-GETS-110
www.boostane.com
PN: OCT32PRO

 

BOOSTane, Octane Engineering
BOOSTane Premium

BOOSTane Premium is designed to raise regular pump fuel (93 or 91 octane) to as high as an effective 102-octane race-fuel equivalent (or 100 if starting with 91). Perfect for applications that have poor fuel quality, high temperatures and only 91-octane available, and/or performance vehicles with bolt-on components.

855-GETS-110
www.boostane.com
PN: OCT16PRE

 

BOOSTANE, Octane Engineering
BOOSTane Shot

BOOSTane Shot simplifies real octane boosting. The 4-oz. bottled Shot formulation enables a customer to increase octane three full numbers in a 16-gal. tank of gas and two full numbers for 21 gal. Said to be perfect for classic cars or American muscle needing added octane and protection.

855-GETS-110
www.boostane.com
PN: OCT04SHOT10

 

CFR Performance
Black Pearl/Black Chrome Edition Dress-Up Kit

This new steel, black pearl/black chrome edition brings back an old-school favorite, maintaining the richness of chrome and black together.

909-947-7888
www.cfrperformance.com
PN: HZ-4399-BC-KIT

 

CFR Performance
Round-Style Finned Ignition Coil Cover

This round, aluminum, finned-canister ignition coil cover matches the right finned valve covers and air cleaner. This item comes in polished and black, copper and chrome. (Ignition coil not included.)

909-947-7888
www.cfrperformance.com
PN: HZ-2045

 

CFR Performance
Limited-Edition Copper-Series Dress-Up Kit

This new limited-edition aluminum copper series gives a brilliant and unique copper shine with a clearcoat sealant that protects against all elements, maintaining shine for years to come.

909-947-7888
www.cfrperformance.com
PN: HZ-4499-COP-KIT

 

CFR Performance
Square-Style Aluminum Finned Ignition Coil Cover

This aluminum finned ignition coil cover is for the TFI square style. It will give a dressed-up engine compartment the final touch. Comes in polished and black, copper and chrome, and it also includes hardware. (Ignition coil not included.)

909-947-7888
www.cfrperformance.com
PN: HZ-2040

 

CFR Performance
17-in. Finned Coolant Tank

The aluminum universal 17-in. finned radiator overflow tank will fit right in with the rest of a vehicle’s finned dress-up parts. Comes in silver or black; hardware included.

909-947-7888
www.cfrperformance.com
PN: HZ-0517

 

Classic Instruments
’66–’67 Chevy Nova Direct-Fit Gauge Set

Classic Instruments says that its ’66–’67 Nova direct-fit cluster is the perfect upgrade for a Nova. Features six gauges placed cleanly into the confines of the factory bezel without ruining the stock look. The cluster is all electric, so drivetrain swaps are not a problem. Comes completely assembled and includes all the sending units needed for installation.

800-575-0461
www.classicinstruments.com
PN: NO66XX

CFR Performance
LS Steel Fabricated Oil Pan With Oil Filter Adapter

Built with a thicker steel rail and a 6-in.-deep durable fabricated steel sump, it features a billet-aluminum adapter that allows an OEM oil filter to be mounted in the stock location. It also features a 1/4-in. oil port that can be used for turbo applications. Hardware and gasket are included.

909-947-7888
www.cfrperformance.com
PN: HZ-9736-KIT

 

Classic Instruments
’47–’53 Chevy GMC Direct-Fit Gauge Set

Classic Instruments’ new ’47–’53 GM truck gauges bring a retro look back into the trucks while maintaining gauges that function with today’s technology. Each set includes a quad gauge, fuel, oil, temp and volt gauges all in one, and either a standard speedometer or a Speetachular.

800-575-0461
www.classicinstruments.com
PN: CT47XX

 

CFR Performance
Aluminum Sparkplug Wire Boot Heat-Shield Protector

These LS/LT engine sparkplug wire boot protectors will keep sparkplugs from touching the exhaust manifold. They offer maximum protection from conductive and radiant heat and vibration resistance and are compatible with a wide range of makes and models. Available in silver, black, blue and red.

909-947-7888
www.cfrperformance.com
PN: CFR-3700

“One of the benefits we have seen as a parts manufacturer is that people seem more inclined to get out in the garage and work on their rides as some of the shows people would normally be attending were cancelled or postponed. On a more specific note, we’ve seen a huge uptick in our truck parts sales. It’s no secret that the truck market has really surged over the last few years. As time moves on and we put this whole dark period behind us, I look for the sport to have a huge uptick in activity, because I think we all have a newfound appreciation for it. Sometimes it takes having what feels like something being taken away from us for us to fully appreciate it.”
—David Hays, Owner, Hot Rod Innovations

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CVF Racing
SBC Wraptor Serpentine System Roots-Style Supercharger

Designed and engineered around today’s popular roots-style supercharger drives, taking all the guesswork and fabrication away. Configured in alternator only, alternator plus power steering, alternator plus air conditioning, and alternator plus power steering plus air conditioning. Available in polished, C3 ceramic clear, stealth black anodized or black diamond finishes.

651-356-8593
www.cvfracing.com
PN: 350SC-WRAPTOR-AC

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CVF Racing
Big-Block Chevy High-Mount Beast Serpentine System

Available in alternator only, alternator plus power steering, and alternator plus power steering plus air conditioning configurations for long water pumps. Unique eight-rib design increases grip, reduces stretch and prevents belt slip when compared to traditional six-rib designs. High-mount alternator bracket for tighter spaces. Available in polished or black.

651-356-8593
www.cvfracing.com
PN: 454-SERPENTINE-AC-L

CVF Racing
LS Driver’s-Side Low-Mount Billet Alternator Bracket

This alternator bracket relocates a factory-style alternator to the lower driver side in the normal power steering location. Great for roadster-type builds that don’t use power steering or in performance applications where power steering is deleted to make room for performance adders such as superchargers or turbos.

651-356-8593
www.cvfracing.com
PN: LSX-ALTBRKT-LD

 

CVF Racing
LS Wraptor Serpentine System Standard (Clockwise) Rotation

Recommended for use with Edelbrock 8895. Configured in alternator only, alternator plus power steering, alternator plus air conditioning, and alternator plus power steering plus air conditioning. Available with polished, C3 ceramic clear, stealth black anodized or black diamond finished pulleys.

651-356-8593
www.cvfracing.com
PN: LSXH-WRAPTOR-AC-SR

 

CVF Racing
’67–’72 Chevy/GMC C10 Six-Axis Billet Hood Hinges

These new billet hood hinges from CVF are packed with features such as a patent-pending six-axis adjustment, which affords the installer the ability to adjust hood gaps without having to remove the hood—a feature found only at CVF. Available in polished, C3 ceramic, black anodized and black diamond finishes.

651-356-8593
www.cvfracing.com
PN: HOOD-HINGE-KIT-72CK-SS

CVF Racing
’73–’79 Chevy C10 Six-Axis Billet Hood Hinges

Designed for ’73–’79 Chevy/GMC C10 pickups. Packed with features such as a patent-pending six-axis adjustment, which affords the installer the ability to adjust hood gaps without having to remove the hood—
a feature found only at CVF. Available in polished, C3 ceramic, black anodized and black diamond finishes.

651-356-8593
www.cvfracing.com
PN: HOOD-HINGE-KIT-80C10-SS

CVF Racing
’70–’81 Camaro/Firebird Six-Axis Billet Hood Hinges

Designed for ’70–’81 Camaro/Firebird, these new billet hood hinges from CVF are packed with features such as a patent-pending six-axis adjustment, which affords the installer the ability to adjust hood gaps without having to remove the hood—a feature found only at CVF. Available in polished, C3 ceramic, black anodized and black diamond finishes.

651-356-8593
www.cvfracing.com
PN: HOOD-HINGE-KIT-81C-SS

CVF Racing
’68–’72 Chevelle/El Caminos Six-Axis Billet Hood Hinges

Designed for ’68–’72 Chevelles/El Caminos. Packed with features such as a patent-pending six-axis adjustment, which affords the installer the ability to adjust hood gaps without having to remove the hood—a feature found only at CVF. Available in polished, C3 ceramic, black anodized and black diamond finishes.

651-356-8593
www.cvfracing.com
PN: HOOD-HINGE-KIT-67CE-SS

“COVID-19 has affected all companies in some ways, but it really depends on where in the country you live and where you do most of your business. We all learned how to operate with employees working from home and how to have meetings online. What is so amazing about our industry is that we all come together and help each other. At the end of the day, we are not making things that people must have—we are in the ‘want’ business, and we all need to remember that. The health of our employees, dealers, customers and their families must come first.”—John McLeod, Owner, Classic Instruments

CVF Racing
Universal Power Steering Line Kits

Available in two different configurations (integrated and remote reservoir) and two different finishes (stainless and black). Kits include trim-to-fit hoses and actual fittings versus drop-in bushings. Works with GM Type II and Saginaw P-series pumps for most popular-model steering gears for classic cars.

651-356-8593
www.cvfracing.com
PN: PS-LINE-KIT

 

CVF Racing
LS Billet Brackets for Factory-Style Accessories

 

Replace worn-out-looking LS accessory brackets with these precision CNC-machined brackets made in the USA. Re-use existing R4 compressor or update to a peanut-style compressor. Use the existing alternator and power steering pump with new billet brackets or delete power steering and put an alternator in its place.

651-356-8593
www.cvfracing.com
PN: LSX-PSBRKT-R4

 

CVF Racing
LS Wraptor Serpentine System Mid-Mount Roots-Style Supercharger

Narrow configuration geared more toward older roadster-style builds. Available in alternator only, alternator plus power steering, alternator plus air conditioning, and alternator plus power steering plus air conditioning. Choose polished, C3 ceramic, black anodized or black diamond finishes.

651-356-8593
www.cvfracing.com
PN: LSXMBS-WRAPTOR-AC

 

CVF Racing
LS Wraptor Serpentine System Wide-Mount Roots-Style Supercharger

Configured in alternator only, alternator plus power steering, alternator plus air conditioning, and alternator plus power steering plus air conditioning. Available in polished, C3 ceramic clear, stealth black anodized or black diamond finishes.

651-356-8593
www.cvfracing.com
PN: LSXWBS-WRAPTOR-AC

“The Specially Produced Motor Vehicle program has the potential to drive growth for new replica automobiles. We feel that the primary challenges are safety and emissions—specifically, how small companies developing niche products for small markets can address the high cost of compliance and remain viable. But we are bullish on the outlook for FY21, assuming the supply chain is able to fully recover early in the year. If so, it will be another record year for us.”—Tom Scarpello, Founder and CEO, Revology Cars

 

CVF Racing
LS Wraptor Serpentine System Standard (Clockwise) Rotation

Recommended for use with Edelbrock 8895. Configured in alternator only, alternator plus power steering, alternator plus air conditioning, and alternator plus power steering plus air conditioning. Available with polished, C3 ceramic clear, stealth black anodized or black diamond finished pulleys.

651-356-8593
www.cvfracing.com
PN: LSXH-WRAPTOR-AC-SR

 

CVF Racing
Gen III Hemi Wraptor Serpentine System

 

Designed for Gen III Hemi 5.7, 6.1 and 6.4 MOPAR Hemis either with or without VVT. Available in alternator only, alternator plus power steering, alternator plus air conditioning, and alternator plus power steering plus air conditioning. Choose from polished, C3 ceramic, black anodized or black diamond finishes.

651-356-8593
www.cvfracing.com
PN: 434-WRAPTOR-AC

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CVF Racing
Carbon Fiber Wraptor Serpentine Systems

Select CVF Wraptor serpentine systems are now available with carbon-fiber inlayed accents. Available in alternator only, alternator plus power steering, alternator plus air conditioning, and alternator plus power steering plus air conditioning configurations. Carbon-fiber systems for SBC, BBC, LS, LT, SBF, 351C and BB MOPAR.

651-356-8593
www.cvfracing.com
PN: CF-350-WRAPTOR-AC

 

CVF Racing
Patriot Wraptor Serpentine Systems

This system features a hydro-dipped and cleared patriotic-themed main bracket. Configured in alternator only, alternator plus power steering, alternator plus air conditioning, and alternator plus power steering plus air conditioning. Available with polished, C3 ceramic clear, stealth black anodized or black diamond finished pulleys.

651-356-8593
www.cvfracing.com
PN: PAT-350-WRAPTOR-AC

 

CVF Racing
Small-Block Chevy High-Mount Beast Serpentine System

 

Available in alternator only, alternator plus power steering and alternator plus power steering plus air conditioning configurations for long water pumps. Unique eight-rib design increases grip, reduces stretch and prevents belt slip when compared to traditional six-rib designs. High-mount alternator bracket for tighter spaces. Available in polished or black.

651-356-8593
www.cvfracing.com
PN: 350-SERPENTINE-AC-L

 

CVF Racing
LT4 Wraptor Mid-Mount Serpentine System

 

Converts included LS water pump to LT blocks to incorporate CVF LS-based Wraptor serpentine system. Comes in alternator only, alternator plus power steering, alternator plus air conditioning, and alternator plus power steering plus air conditioning configurations. Available in polished, C3 ceramic clear, stealth black anodized and black diamond finishes.

651-356-8593
www.cvfracing.com
PN: LT4M-WRAPTOR-AC

 

CVF Racing
Small-Block Ford High-Mount Beast Serpentine System

Available in alternator only and alternator plus power steering configurations. Unique eight-rib design increases grip, reduces stretching and prevents belt slippage when compared to traditional six-rib designs. Solves many clearance issues commonly found in Cobra replicas, MG Midgets and Jeep Wranglers. Polished finish only.

651-356-8593
www.cvfracing.com
PN: 302-SERPENTINE-PSH

 

DashLogic
SensorTap IAT/Baro Relocation Module

The SensorTap relocation module allows relocation of the IAT and/or Baro sensors on GM vehicles with a four-wire MAF. Users can move their IAT further down the air tract for better accuracy when using water/meth injection or put it within the manifold for supercharged applications. Blow-through boosted setups can break out the Baro sensor as well.

801-709-6300
www.dashlogic.com
PN: STB75CL

 

Design Engineering Inc.
Leather-Look Interior/Headliner Material

Universal headliner/interior material is said to be perfect for headliners, door panels or package trays. Made with black perforated leather-look vinyl laminated to an open-cell 1/8-in. foam backing. Comes in a 54x79-in. sheet. Great for any custom interior project.

440-930-7940
www.designengineering.com
PN: 50029

 

Dyme PSI
Rattlesnake Hose Design Toolkit

The Rattlesnake toolkit is an easy-to-use system to help users design, order and receive a crimped, fully tested, high-performance hose assembly. No catalogs, no mistakes, no leftovers and no stress. Dyme PSI provides a complete range of replicas of its hoses and fittings so that users can prototype exactly what they need and Dyme PSI then sends the real part. Easy.

909-267-8742
www.dymepsi.com
PN: RSTK10

 

FiTech Fuel Injection
Go Fuel Double Pump 1,600hp Fuel Cell Module

The Go Fuel Double Pump is a high-horsepower pump module that retrofits into 12-bolt-flange fuel cells. They feature dual 340-lph, high-pressure, E85-compatible fuel pumps to support engines with up to 1,600 hp when running gasoline. The module offers -8 AN fittings for feed and return as well as independent power terminals.

951-340-2624
www.fitechefi.com
PN: 50020

 

Ercolina-CML USA Inc.
HB60 Hot Shot

Ercolina’s HB60 Hot Shot bender is said to be ideal for producing tight-radius, consistent-quality bends in pipe, tube, squares, solids and other profiles. Mild-steel tube capacity: 21/2 in. Hybrid hydraulic gear-driven rotary draw bend action bends to CLR as small as 2-D. Bend to 180 degrees in seconds with patented ergonomic function—no
ratcheting or repositioning.

563-391-7700
www.ercolina-usa.com
PN: HB60

 

FiTech Fuel Injection
Go Shift AODe/4R70W

FiTech’s offers a new Go-Shift electronic transmission control for Ford AODe and 4R70w transmissions. If users plan to upgrade a transmission to an electronic overdrive version, they will need a controller to unleash the adjustability of shift points, shift firmness and torque converter lockup. It also comes preprogrammed straight out of the box.

951-340-2624
www.fitechefi.com
PN: 20011

 

FiTech Fuel Injection
Nemesis EFI 4500

Introducing the Nemesis by FiTech, the next level in throttle-body fuel injection systems with a 4500 flange and interchangeable and tunable annular discharge rings. Get the best in air flow and drivability with the Nemesis. Featuring dual TPS, dual IAC motors, -8AN fuel inlets and more for ultimate control on engines up to 1,600 hp.

951-340-2624
www.fitechefi.com
PN: 30070

 

FiTech Fuel Injection
Ultimate LS 1,000 hp

The next level up in the Ultimate LS line is 1,000 hp. Now including 80-lb. injectors to unleash more horsepower support to an LS. All 1,000hp kits include dual oxygen sensors and a fuel-pressure regulator standard. Available for LS1, LS3 and LS7 and similar engines, with or without transmission control for 4L60e and 4L80e.

951-340-2624
www.fitechefi.com
PN: 70030

 

FiTech Fuel Injection
Retro LS Port Injection

The retro LS port-injection system bridges the gap between port injection and carburetor looks on an LS engine. Providing a realistic carburetor-style throttle body with the benefits of sequential fuel injection, the kit includes an intake, fuel rails, injectors, a throttle body, an ECU, a harness, sensors and more. Throttle bodies are available in both black and gold.

951-340-2624
www.fitechefi.com
PN: 37002

 

FiTech Fuel Injection
Force Fuel Mini

The all-new FiTech Force Fuel Mini system makes the upgrade to fuel injection easier than ever. The Force Fuel Mini is more compact for more versatile mounting on framerails and tight spaces. It simply connects to a stock mechanical or electric fuel pump and then supplies the EFI system with high pressure through the use of an internal 340-lph pump.

951-340-2624
www.fitechefi.com
PN: 50006

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FiTech Fuel Injection
GM LT1 Standalone EFI System

 

Bring an old GM TPI-controlled engine (L98, LB9) to modern times. FiTech offers a new GM TPI standalone EFI system. This kit plugs into all existing sensors on a GM TPI engine and provides complete control of the engine. From timing control to self-learning fueling, this kit brings new lift into your GM TPI engine.

951-340-2624
www.fitechefi.com
PN: 38350

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FiTech Fuel Injection
Go Fuel Regulated With Fill Cap

 

The Go Fuel regulated pump module will retrofit into a 12-bolt-flange fuel cell. It features a 340-lph, high-pressure, E85-compatible fuel pump and is pre-regulated to 58 psi to support engines with up to 800 hp when running gasoline. The module offers -6 AN fittings for feed and return.

951-340-2624
www.fitechefi.com
PN: 50019

 

Ford Motor Co.
7.3 Crate Engine

Features: 7.3L displacement; 107.2mm bore and 101.0mm stroke. Cast-iron block; aluminum cylinder heads; 55.13mm intake valve diameter; 42.53mm exhaust valve diameter; 13.67mm/15.26mm lift (intake/exhaust); cam-in-block OHV design with variable cam timing; 430 hp at 5,500 rpm. More features and information on the
website.

313-269-8853
www.performanceparts.ford.com
PN: M-6007-73

 

FRI Exhibits/Flaming River Industries
The Contender

The Contender features hand-stitched Italian leather and polished billet-aluminum spokes. This steering wheel comes complete with a nine-bolt adapter and a billet horn button. This 14.5-in.-diameter dished wheel design fits seamlessly to a Flaming River tilt column for an elegant addition to any musclecar or custom interior.

800-648-8022
www.flamingriver.com
PN: FR20174KT

 

FRI Exhibits/Flaming River Industries
Microsteer Electric Power Steering With Speed Sensor

Kit includes wire harness, waterproof ECU and potentiometer in the event the user prefers manual control. The Microsteer provides electric power assist to a manual system for driving comfort. Ideal for
custom and classic vehicles.

800-648-8022
www.flamingriver.com
PN: FR40200KT

 

FRI Exhibits/Flaming River Industries
’79–’86 Jeep CJ-Series Floor Shift Key Column in Black Powdercoat Finish

New direct-fit tilt column for the ’79–’86 Jeep CJ series with an integrated ignition key in the column located in the stock location. No welded-on attachments or extra relays. Made in the U.S.A.

800-648-8022
www.flamingriver.com
PN: FR30019

 

FRI Exhibits/Flaming River Industries
Great Lakes Steering Wheel

A nostalgia roadster-style steering wheel features hand-stitched, Italian leather and polished-aluminum spokes to accent a roadster’s interior. This three-bolt steering wheel design is now available with a functioning horn button. Designed for use with a roadster column or use Flaming River’s three-bolt adapter FR33304 to use on a Flaming River tilt column.

800-648-8022
www.flamingriver.com
PN: FR20175BK

 

KW Suspensions/ST Suspensions/Belltech
Variant 5 High-Performance Four-Way Adjustable Coil-Overs

The first four-way, mass-production performance coil-over system. The Variant 5 features solid-piston technology, including four-way adjustability with high- and low-speed compression and rebound, making it the only damper of its kind to feature all five features, according to the company.

800-445-3767
www.kwsuspensions.com
PN: 30961032

 

Gliptone Car Care Products
Rubber Dressing RTU

Rubber Dressing RTU is a ready-to-use, premium, sprayable, non-silicone polymer blend dressing designed for use on automobile interiors and exterior tires and rims. This formula uses the latest technology to restore and provide a rich, lustrous gloss and lasting protection without the use of silicone. Non-staining formula easily wipes off.

631-285-7250
www.gliptone.com
PN: GT33201

 

Leed Brakes
’55–’68 Fullsize Chevrolet Rear Drum-to-Disc Brake Conversion Kit

 

As a direct bolt-on to a stock ’55–’68 fullsize Chevrolet axle, this kit features 11.25-in. rotors and single-piston calipers with a built-in parking brake. This kit is an excellent complement to the company’s front disc-brake conversion kits and many aftermarket brake products.

716-852-2139
www.leedbrakes.com
PN: RC1007

 

Leed Brakes
’64–’66 Mustang Power Brake Upgrade for Manual Transmission Cars

Add power brakes and a dual-bowl master cylinder to a ’64–’66 manual transmission Mustang. This kit works with the stock strut tower, export brace and stock clutch linkage, with no modifications to either. Works great with factory or aftermarket disc-brake systems.

716-852-2139
www.leedbrakes.com
PN: FC0042HK

 

Leed Brakes
’64–’66 Mustang Power Disc Brakes for Manual Transmission Cars

Add power disc brakes to a ’64–’66 manual transmission Mustang. This kit works with the stock strut tower, export brace and stock clutch linkage, with no modifications to either. The kit includes factory-style four-piston disc brakes, a power brake booster, a master cylinder and installation hardware.

716-852-2139
www.leedbrakes.com
PN: FC0001-H405M

 

Leed Brakes
C-Body MOPAR Power Booster Upgrade for Factory Power Cars

Need a new power brake booster for a C-body MOPAR? Leed Brakes has developed a new power brake booster to replace the old, worn-out factory power booster. This 8-in., dual-diaphragm booster is available for disc-brake and drum-brake vehicles. Available in standard zinc finish, or upgrade to brilliant chrome finish on disc-brake cars.

716-852-2139
www.leedbrakes.com
PN: PBKT2003-1

 

Leed Brakes
Fullsize Classic Ford Power Brake Upgrade for Factory Power-Brake Cars

Leed Brakes has developed a new power brake booster to replace the old, worn-out factory power booster. This 8-in., dual-diaphragm booster is available for disc-brake and drum-brake vehicles. Upgrade single-bowl master cylinder cars to dual-bowl master cylinders.

716-852-2139
www.leedbrakes.com
PN: FC0050HK

 

Leed Brakes
Fullsize Classic Ford Power Disc Brakes for Factory Power Cars

Upgrade a factory power drum-brake car to a power disc-brake car. Included in this kit is a complete four-piston disc brake kit
to work with most 14x7 and larger wheels. Also included is a power brake booster and master cylinder to replace the stock
power-brake setup.

716-852-2139
www.leedbrakes.com
PN: FC0025-P307

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Leed Brakes
MOPAR Power Disc Brake Master Cylinder Kit

Upgrade a factory power drum-brake car to a disc-brake master cylinder that works with most aftermarket disc-brake systems. Included in this kit is a 11/32-in.-bore master cylinder with a factory four-bolt mounting flange. The user also receives an adjustable proportioning valve and brake lines to fit most ’64–’74 MOPAR A-, B-, C- and E-body cars.

716-852-2139
www.leedbrakes.com
PN: FC2005HK

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Leed Brakes
MOPAR Disc Brake Kits for Factory Power-Brake Cars

 

Easily upgrade MOPAR A-, B-, C- and E-body cars to disc brakes while retaining the stock power-brake booster. Kits include a complete four-piston disc-brake conversion kit for factory MOPAR drum-brake wheels, a power disc-brake master cylinder and an easy-to-install brake line kit. Upgrade to powdercoated calipers and MaxGrip rotors for added performance and looks.

716-852-2139
www.leedbrakes.com

 

Leed Brakes
MOPAR Power Dual-Bowl Master Upgrade for Drum Brakes

The kit includes a power brake booster that will mount to any ’64–’74 MOPAR manual brake firewall, a dual-bowl master cylinder, a proportioning block, and a hydraulic brake-light switch for easy installation with improved performance and safety.

716-852-2139
www.leedbrakes.com
PN: FC2003HK

 

Mentor Performance Parts
Hood Hinges

Color: silver, black. Material: high-quality aluminum. Application: ’67–’69 Camaro. Placement on vehicle: right side and left side. Process: CNC machined. Description: Hood hinges are sold in pairs and come complete with nitrogen gas struts and all necessary mounting hardware.

+86-574-87913131
www.mentorparts.com
PN: MP-HGHD02

 

PerTronix
Patriot Exhaust Electronic Cutouts

Out for a cruise or out on the track, Patriot exhaust electronic cutouts provide complete control over exhaust sound, and users can do it all with a wireless remote that features a simple two-wire hookup. Uses 304 stainless-steel construction. No welding required for installation. Leak-free design, compact size, and available in 21/2- or 3-in. diameter.

909-599-5955
www.pertronixbrands.com

 

Michigan Vehicle Solutions
Daytona Challenger Superbird Conversion Kit

734-720-7649
www.mivehiclesolutions.com

 

Specialty Auto Parts/Proform
Shark-Gray Small-Block Valve Covers

Want something different under the hood this season? Try Chevrolet Performance’s latest finish: shark gray. Sleek and sophisticated would be a good way to describe this new look that’ll definitely give an engine some pop. Look for matching components such as air cleaners and wing nuts.

586-774-2500
www.proformparts.com
PN: 141-881

 

Specialty Auto Parts/Proform
Shark-Gray Small-Block Timing Chain Covers

Got a black engine block and want to give it a little bit of contrast? Chevrolet Performance’s new shark-gray finish is the perfect complement for an engine. Sleek and sophisticated, this look will definitely garner attention at the next car show. Fits small-block Chevy Gen 1 V8 engines.

586-774-2500
www.proformparts.com
PN: 141-883

 

Specialty Auto Parts/Proform
Omega-MOPAR Emblem Slant-Edge Air Cleaners

A truly amazing air cleaner like no other. Huge emblem, amazing finish, and an innovative design that doesn’t use a traditional center nut.

586-774-2500
www.proformparts.com
PN: 440-833

 

Specialty Auto Parts/Proform
Shark-Gray Stamped-Steel Air Cleaners

Chevrolet’s classic-style 14-in. air cleaner is now available in shark gray, the newest Chevrolet Performance finish. Sleek and sophisticated would be a good way to describe this glossy gray finish. The kit includes a genuine AC Delco filter, a drop base tray, mounting hardware, and a beautiful large Bowtie center nut.

586-774-2500
www.proformparts.com
PN: 141-882

 

Specialty Auto Parts/Proform
Omega-MOPAR Emblem Aluminum Shaft-Mount Roller Rockers

Less friction for more performance is the driving reason to consider these aluminum roller rockers. They feature bronze bushings and a slick, self-oiling system via the shaft. Shafts and aluminum spacers are included with these small-block (LA engines) rockers. MOPAR emblem is etched into each rocker arm.

586-774-2500
www.proformparts.com
PN: 440-869

 

Specialty Auto Parts/Proform
Deluxe Omega M Air Cleaner Center Nuts

There are air-cleaner nuts, and then there are air-cleaner wing nuts. The floating MOPAR omega emblem is so slick that it’ll really give an air cleaner some pop it never had before. Beautifully machined edges give this small item a big presence.

586-774-2500
www.proformparts.com
PN: 440-339

 

Specialty Auto Parts/Proform
MOPAR-Emblem 110-amp Alternators

Get the vintage look with a great new finish and the convenience of one-wire hookup technology. Plus, a few extra amps never hurt. This alternator can generate up to 110 amps at high rpm—so enjoy the loud music.

586-774-2500
www.proformparts.com
PN: 440-473

 

Speed Wiring Products LLC
Pre-Wired Bulkhead Connector Kit

919-300-5070
www.speedwiringproducts.com

 

Speed Wiring Products LLC
Fan Control Module

919-300-5070
www.speedwiringproducts.com

 

Speed Wiring Products LLC
Pre-Wired Connector Assembly

919-300-5070
www.speedwiringproducts.com

 

Speedway Motors
Ford 9-in. Rearend

This 9-in. housing comes with an axle flange designed to fit ’30s through ’40s Ford backing plates and a custom axle offset specifically designed for Buick finned brake drums or early Ford iron drums. The axle housing is pumpkin-centered, offsetting the pinion yoke about 1 in. This is done to make fabricating a triangulated four-link system much easier.

800-979-0122
www.speedwaymotors.com
PN: 91046154

 

Speedway Motors
LS Swap Radiator Hose Adapter

This adapter makes quick work of several LS-swap radiator hose issues with one simple piece. It features one 1.25-in. end to match the water pump outlet, one 1.5-in. end to match the upper radiator inlet, an integrated streamlined 1/4-in. 90-degree hose barb fitting for the steam line, and a black finish to blend in with radiator hoses.

800-979-0122
www.speedwaymotors.com
PN: 91717629

 

Speedway Motors
Side Detent Shifter

For GM Turbo-Hydramatic 200, 250, 350 and 400 floor mount with single 1-in. hole for cable. Bolt-on lever stub accepts the two-bolt manual lever of the user’s choice (not included). Positive detents ensure that users won’t overrun second gear. Reverse lockout detent. Integrated neutral safety and backup-light switches.

800-979-0122
www.speedwaymotors.com
PN: 9165000

 

Speedway Motors
Custom Driveshaft Assembly

The assembly is built with 3-in. OD 1020 DOM tubing with a .083-in. wall thickness for strength. Available in 16–58-in. in 1/2-in. increments to fit most builds and built to withstand up to but not exceeding 600 hp. Simply select the front yoke requirement and then select the required front and rear U-joints. Finally, select the length required.

800-979-0122
www.speedwaymotors.com
PN: 910383

 

Speedway Motors
Double-Hump Head

Step back in time with a modern reproduction of the iconic Chevy 461 double-hump cylinder heads, now cast in lightweight
aluminum. This all-new cylinder head casting is a modern take with all the old-school looks users desire out of a reproduction
camel-hump head.

800-979-0122
www.speedwaymotors.com
PN: 9103782462

 

Speedway Motors
Universal Stainless-Steel Dual Exhaust

These exhaust bend kits include enough tubing to allow users to run their own exhaust system the way they want it. Each pipe is expanded on one end to allow easy installation (clamps sold separately). Natural, uncoated finish. Four 48-in. straight pipes, four 90-degree pipes, four 45-degree pipes, and four 180-degree U-bends.

800-979-0122
www.speedwaymotors.com
PN: 91013834

 

Speedway Motors
Chevy to Chevy Bellhousing

Chevy engine bolt patterns. Laser-cut, CNC-finished flange for a perfect fit. Bolt pattern for Muncie/Saginaw transmissions as well as early Chevy-pattern T5, machined for pivot ball. Provision for clutch fork would need to be cut by end user. Non-SFI rated, must be used with a 153-tooth or smaller flexplate/flywheel. Made in the U.S.A.

800-979-0122
www.speedwaymotors.com
PN: 91027000

 

Speedway Motors
G-Comp C10

Upgrade a ’60–’72 1/2-ton 2WD C10 to performance suspension with this simple, bolt-in rear conversion kit from Speedway Motors. What makes this kit stand out above the rest is that it allows the user to add the adjustability of coil-overs and
tunable pivot locations while replacing unsafe rusted factory arms.

800-979-0122
www.speedwaymotors.com
PN: 9166072

 

Stainless Headers Manufacturing Inc.
Pontiac 400/455 D-Port Turbo Log Manifolds

 

An ideal solution to any packaging concerns. Made of .120-wall, U.S.-made 304 stainless-steel tube, these modular log manifolds can handle the heat and vibrations that come from a turbocharged engine. The D-ports utilize a divider wall to assist in anti-reversion and maintain flow.

800-290-3920
www.stainlessheaders.com
PN: SHM-MTH-PONT-455D

 

Speedway Motors
Ford 9-in. Differential Third Members

These third-member units are built to last with high-quality hardware and components. Tapered steel roller bearings minimize friction to better handle thrust loads and increase load-carrying capacity. The ring gears are assembled with Grade-9 bolts with a tensile strength of 180,000 psi, which is a 15% increase over Grade-8 hardware.

800-979-0122
www.speedwaymotors.com
PN: 91049345

 

Stainless Headers Manufacturing Inc.
Lightweight Aluminum Race Mufflers

Made of U.S.-sourced 6061 aluminum and are TIG-welded for optimal performance. Performance proven and made to withstand
the most extreme conditions. Packed with stainless-steel scrubble and TIG-welded, these U.S.-made aluminum race mufflers are said to be the ultimate in performance and quality.

800-290-3920
www.stainlessheaders.com
PN: SHM-3-12-6061

 

Stainless Headers Manufacturing Inc.
Oval Aluminum Exhaust

These U.S.-made 6061 exhaust kits are hand-fabricated and TIG-welded. The company offers mandrel bends, oval tubing, bullet mufflers and more in its exclusive aluminum oval exhaust kit. Said to be perfect for high-performance, low-weight racing applications. Engineered to perform stronger, fit better, weigh less and outdrive the competition.

800-290-3920
www.stainlessheaders.com
PN: SHM-OCK-6061

 

Stainless Headers Manufacturing Inc.
Complete-in-a-Weekend Turbo Header Systems

Complete bolt-in turbo system. Headers, turbos, sensors, intercooler, charge piping, tune, injectors and more. Everything is included. Includes detailed installation instructions and play-by-play videos or images. Stainless Headers Manufacturing says that the complete kit is able to be done in a weekend.

800-290-3920
www.stainlessheaders.com
PN: SHM-WTK-4523A-1-A

 

Superformance
Aluminum Daytona Coupe

The Shelby Daytona Coupe was designed by Peter Brock, this Daytona Coupe pays tribute to the coupe that won the World Manufacturers Championship for grand touring race cars. Supplied with a Shelby MCO and a Shelby CSX number.

800-297-6253
www.superformance.com/factory-models/daytona-coupe
PN: CSX9XXX

 

Superformance
MKIII R

Introducing the Superformance MKIII-R. It’s a bold and aggressive look with the addition of integrated scalloped fenders and hood. Black mesh side and fender vents also add aero to the overall grittier appearance. The MKIII-R also comes with a beefy rear diffuser and a body-contour-matching front splitter.

800-297-6253
www.superformance.com/factory-models/mkiii-r
PN: MKIII R SP0XXXX

 

Superformance
Electric MKIII

With the need to become greener while not limiting speed, this Superformance MKIII electric-powered vehicle does not disappoint. With impressive acceleration in this lightweight body, users will not miss a gasoline engine. Stay tuned for more information and statistics. Reserve an electric MKIII today. Between $150,000 and $200,000.

800-297-6253
www.superformance.com/factory-models-mkiii
PN: SPE0XXX

 

Switch Electric Vehicles
Electric Vehicle Conversion Training

Switch Electric Vehicles has been teaching individuals, automotive professionals and teachers how to convert cars from fossil fuels to electric for more than a decade. The program is available to all SEMA participants. Be sure to ask about the Switch Electric Vehicles partner program.

707-829-5746
www.switchvehicles.com/workshops
PN: SL/EV-5day

 

Switch Electric Vehicles
The Switch Chassis

Get on board, the Switch EV is a gas. Fast, nimble, rugged, the Switch is like no other EV on the market, and users can build it and customize it themselves. Start an EV business or just get the neighborhood talking.

707-829-5746
www.switchvehicles.com/retail
PN: SL/PM-96

 

Vintage Air Inc.
Front Runner for the LT1 and LS

New Front Runner accessory drive. A356-T6 USA cast housing incorporates accessory mounting provisions. Compact design with side and bottom heater fitting ports. Low-profile housing provides throttle-body clearance without a wedge spacer. Includes billet cartridge water pump, balancer, pulleys, compressor, 170-amp alternator and power-steering pump.

800-862-6658
www.vintageair.com
PN: 175037

 

Vintage Air Inc.
Billet Control Panel For ’66–’67 Chevrolet Novas/Chevy IIs

Bolt-in billet control panel for ’66–’67 Chevy II/Nova Gen IV systems. Features variable blower speed, mode and temperature control with LED backlighting and A/C indicator. 6061-T6 billet-aluminum panels available in machined or black anodized finish. Control panel kit includes mounting hardware and a complete wiring harness.

800-862-6658
www.vintageair.com
PN: 473271

 

Vintage Air Inc.
Gen IV SureFit for ’73–’79 Ford F-Series and ’78–’79 Bronco

Bolt-in electronically controlled complete heat/cool/defrost system for ’73–’79 Ford F-Series and ’78–’79 Bronco. Features variable blower speed, air delivery and temperature control with included new in-dash LED backlit control panel. Available for V8 or six-cylinder vehicles and original factory A/C and non-A/C models.

800-862-6658
www.vintageair.com
PN: 954160

 

Vintage Air Inc.
Billet Control Panel for ’64–’66 Chevrolet C10 Pickups

New bolt-in billet control panel for ’64–’66 Chevrolet C10 Gen IV systems. Features variable blower speed, mode and temperature control with LED backlighting and A/C indicator. Machined from 6061-T6 aluminum. Available in chrome or matte-black anodized finish. Control panel kit includes mounting hardware and a complete wiring harness.

800-862-6658
www.vintageair.com
PN: 473275