By SEMA Editors

On February 4, Grand County Administrator Chris Baird and Mike Kelso, president of Red Rock 4 Wheelers (RR4W), had a conversation, wherein the county administrator assured the president of RR4W that the county ordinance that was hindering the Easter Jeep Safari (EJS) event would be amended on February 16, which will allow the event to proceed.

The Grand County Commission administrator has requested that EJS attendees, RR4W members and the four-wheeling community send letters to the county commission in support of the amendment to the ordinance here: commission@grandcountyutah.net.

Volunteers are making plans and getting registration on the website set to open.

Registration Dates:

• Leader/Helper Pre-registration: Tuesday, February 16, 10:00 a.m. (MST)
• Member Registration: Friday, February 19, 10:00 a.m. (MST)
• General Registration: Tuesday, February 23, 10:00 a.m. (MST)

Register now.

By Ashley Reyes

Arun Coumar is the SEMA Young Executives Network’s (YEN) newest Spotlight member. Coumar is the founder of Driven Performance Advisors, a company that helps shops and manufacturers in the performance and restyling industries grow their businesses by providing best practices for systems, processes and financial management.

Coumar grew up in and around shops as a customer and enthusiast his whole life. Having begun working with automotive aftermarket companies in 2018, he then founded Driven Performance Advisors in 2020.

SEMA: What is the best advice you have ever received?

Arun Coumar: Wake up early.

SEMA: What keeps you in the industry?

AC: Sharing a drive in unique, fast, beautiful cars of self-expression is my favorite activity in the world.

SEMA: Where can you be found on a Saturday?

AC: Preparing for the track underneath my e46, or at the track inside my e46.

SEMA: How do you prepare for an important meeting?

AC: Prepared with a clear idea of who I am talking to and what I believe we can both get out of the meeting.

SEMA: If you could go to lunch with one industry leader, living or dead, who it would be?

AC: I would want to go to lunch with social media influencer Garrett Mitchell, aka Cleetus McFarland. Buying a racetrack at 25 years old is pretty incredible.

Here’s a first look at the ’21 Ford Bronco two-door with the fastback soft top. The model here is a Badlands trim without the sasquatch package, meaning that it’s riding on the stock 33-in. wheels and tires.

Outside of the strange exhaust tip and bright-yellow tow/recovery hooks (that appear to be spray painted), the model seen here is production ready, and the fastback soft top does not look out of place on the two-door model. In fact, it looks pretty good and combines with the Bronco’s upright lines.

Photo credit: Brian Williams, SpiedBilde

Here’s a first look at the ’21 Ford Bronco two-door with the fastback soft top. The model here is a Badlands trim without the sasquatch package, meaning that it’s riding on the stock 33-in. wheels and tires.

Outside of the strange exhaust tip and bright-yellow tow/recovery hooks (that appear to be spray painted), the model seen here is production ready, and the fastback soft top does not look out of place on the two-door model. In fact, it looks pretty good and combines with the Bronco’s upright lines.

Photo credit: Brian Williams, SpiedBilde

  By Ashley Reyes

Submissions are being accepted for SEMA-member companies to participate in the 2021 Ford Project Vehicle Program.

Open to SEMA member company manufacturers, designers and/or retailers dedicated to supporting new product development, companies must be willing to actively promote the vehicle with their products through an established marketing plan and be financially capable of spending promotional dollars.

The Ford booth at the 2021 SEMA Show will highlight the following vehicles in addition to its existing lineup. The provided links below will allow you to research these products as well as find high-resolution images for your proposal rendering.

• ’21 Ford Bronco (2-Door/4-Door)
• ’21 Ford Bronco Sport
• ’21 Ford Transit
• ’21 Ford Super Duty
• ’21 F-150 (with Pro Power Onboard)
• ’21 Ford Ranger
• ’21 Mach E
• ’21 Ford Expedition
• ’21 Ford Mustang (2.3L EcoBoost/5.0L GT)

Information for the above models can be found at Ford’s media website.

2021 Ford Project Vehicle Program

Proposal Submission Deadline: March 8, 2021
Award Recipient Notification Date: by May 7, 2021

All project vehicle requests must meet the Ford Aftermarket Project Vehicle Program Criteria shown below.

Please submit your project request in two parts:

1.  E-mail a one-page project summary—must be received by February 15, 2021.

Include bullet points for:

• Vehicle/theme.
• Vehicle modifications.
• New product development.
• Promotional plan.
• Vehicle display location at the 2021 SEMA Show.

2. E-mail, mail or send a link to where the files can be download of a detailed project proposal—must be received by March 8, 2021.

Include detail supporting the one-page project summary on company letterhead, a color rendering, and past project vehicles examples.

Information on Ford vehicles is available at www.ford.com.

Ford Aftermarket Project Vehicle Program Criteria

Aftermarket companies requesting project vehicles should be:

• A Manufacturer or Designer/Restyler dedicated to supporting new product development.
• Financially capable and willing to spend promotional dollars.
• Actively promoting the vehicle with their product(s) through an established marketing plan.
• A current SEMA member.

Aftermarket companies receiving project vehicles must:

• Feature the vehicle in a booth at the 2021 Las Vegas SEMA Show.
• Use Ford accessory products as specified and provided by Ford Motor Company.
• Register and keep the vehicle in your company name during the entire contract period.
• Purchase and maintain $3 million in general liability Insurance, $3 million in automotive liability insurance, $1 million employer liability and demonstrate workers compensation coverage; an umbrella policy may be used to achieve coverage limits.
• Commit to feature the vehicle with the Ford logo intact and visible.
• Order a California-certified vehicle if you intend to register or use the vehicle primarily in California or any other state that has adopted California emissions standards. Failure to do so may subject you to a state fine.
• Make vehicles available to Ford or its Dealers for display, at the owner’s discretion.
• Submit written quarterly status reports for a period of 18 months, as specified in the contract, stating:

1. Product development.
2. Modifications to the vehicle.
3. Events (including dates, location and type of event).
4. Media exposure (originals or color copies).
5. Company advertising featuring the vehicle.
6. Social Media exposure with statistics.
7. A copy of your current vehicle registration.

Please submit Project Vehicle proposals to:

Ford Motor Company
21175 Oakwood Blvd., PDCDC MD579        
Dearborn, MI 48124    
Attn: Nick Terzes and Kyle Ebner                      
semainfo@ford.com

By Ashley Reyes

The SEMA Businesswomen’s Network (SBN) named Melanie Barsness as this week’s #SheIsSEMA Spotlight Member. Barsness is an account executive at Hemmings, a media production and motor news company geared toward publishing high-quality content and publications for the collector-car enthusiast.

Having always wanted to work in an environment that fosters innovation, collaboration, and fun, Barsness joined Hemmings in July 2020, and is new to the industry. Get to know how she got here, and what she has planned for the future in her Q&A with SEMA.  

SEMA: How many years have you been in the industry and what was your first industry job?

Melanie Barsness: This is my first gig in the automotive industry. The warm welcome by this community has been amazing! After 12+ years of focusing my advertising/marketing efforts on a hyper-local clientele, it has been fun to pivot and turn my attention to clients looking to reach audiences on a national scale.

SEMA: What are three qualities that got you to where you are today? How have these qualities benefited you?

MB: I’m a military spouse, so I’ve had to stay open-minded and flexible when it came to building my own career. With each move, I felt like I was starting over. (Anybody remember when remote work wasn’t a thing?) Looking back, I now realize that I was fortunate to have had those experiences with organizations all around the country; and solving for clients in various industries was fun!

Without having gone through the process of rebuilding my career every few years, I without a doubt would not be where I am today. So back to the question. Three qualities that got me where I am today: resilience (being okay with starting over), optimism (taking whatever life throws at me and making the best of it), and self-confidence (being brave enough to put myself out there, whether it’s jumping into a new industry, meeting new people or sharing crazy ideas with clients).

SEMA: What is the best career advice you have received? How has this advice helped you either professionally or personally?

MB: I had a mentor who always quizzed me, “What’s the No. 1 key to success in both business and in life?” He’d pay money for a correct answer by the way! The answer is, “You are what you think about.” He got it past me a couple of times, then I made a few bucks off him.

SEMA: Have you always wanted to work in the automotive industry? What keeps you here?

MB: I’ve always wanted to work in an environment that fosters innovation, collaboration, and fun—the automotive industry certainly lends itself to that! Now that I’m fortunate to work remote, I look forward to staying in the industry for many years to come, and I’m excited to continue to learn, grow and give back!

SEMA: Who was the most influential person on your career/goals?

MB: The most influential person on my career was a boss who believed in me more than I believed in myself. He continually challenged me to get out of my comfort zone, take on more responsibilities and have confidence to speak up. At the time, I was working at a daily newspaper which was very much a male-dominated environment. It’s difficult to explain—it’s as if my self-confidence was always a part of me; it just needed a little push. I am so grateful for the years I worked under his leadership. Anytime I’m presented with the opportunity to lift someone else up, I happily pay it forward by offering encouragement and celebrating wins (even the small ones!).

Do you know, or are you, a woman with a career in the automotive industry? Fill out a #SheIsSEMA spotlight form to submit a self-nomination or nominate a colleague and highlight how you or she is contributing to the specialty-equipment industry. Selected candidates are automatically eligible to be considered for SBN’s #SheIsSEMA Woman of the Year award, featured on SBN’s social media, SEMA eNews and recognized on the www.sema.org/she-is-sema website.

By SEMA Editors

Dates and locations have been scheduled for several upcoming SEMA-sponsored shows, measuring sessions and activities.

By SEMA Editors

Latest Jobs Added to SEMA Career Center

Are you hunting for a new job? The SEMA Career Center has a comprehensive listing of automotive-related job openings around the country. Here are some of the latest jobs posted to the website.

Mechanical Design Engineer
S&B Filters is hiring a mechanical design engineer to develop products that extend the company’s current product mix and come up with new product segments and products. Candidates must have a bachelor’s degree in engineering and knowledge of automotive technology.

Inside Sales Representative
Auto Meter Products is hiring an inside sales representative responsible for sourcing new sales opportunities through inbound lead follow-up and outbound cold calls and emails. This position will also assist with qualifying prospective customers, identifying opportunities that warrant a direct meeting with Auto Meter field sales staff, and performing administrative sales support activities. The ideal candidate must be proficient in developing positive customer relationships. This position also requires attending trade shows and 10% travel.

Sales Account Manager
Dynojet Research is hiring an experienced sales account manager to develop new dealer business, grow current accounts, provide those distributors with quarterly sales and product training and cover events in the Western states territory. This position will require a heavy travel schedule with up to 70-75% travel at times. A minimum of three to five years’ proven experience as a sales account manager is required.

Visit the SEMA Career Center for more job opportunities.

By SEMA Editors

SEMA eNews highlights SEMA-member companies’ websites weekly through the Hot Links to Cool Sites section. SEMA members: To be included in Hot Links to Cool Sites, email your company name and website to enews@sema.org. Note: Make sure to include “Hot Links” in the subject line of the email.

• Ace Racing
• Brembo
• Cometic
• Gale Banks Engineering
• Gibson Performance Exhaust
• Lokar Performance Products
• ORACLE Lighting
• Superchips
• Truck Hero
• UnderCover

By Ashley Reyes

SEMA Education remains committed to empowering industry professionals by sharing innovative strategies, information and learnings through new and engaging webinars. Since launching at the beginning of this year, the Virtual Education Program has seen more than 700 registrants participating in live and simu-live events.  

Mark your calendars for the following upcoming webinars and stay tuned to SEMA eNews as additional sessions are announced throughout the year. For a comprehensive library of on-demand sessions that members can access anytime, visit www.sema.org/virtual-education.

Tuesday, February 16, 2021 – Classic Cars, Modern Markets  
Series: SEMA Industry Insight Series
Track: Trends & Research

Classic cars and trucks represent a $890 million market. Find out how you may be able to capitalize on this market by learning about new research that shows what types of parts are bought for classic vehicles, what the vehicles are primarily used for and the behaviors of the vehicle owners. Presented by SEMA Market Research, the information represents new data and findings that will help you better understand the opportunities available.

Register here.

February 17, 2021 – Shop & Financial Management: Stocking Strategies
Series: Wheel and Tire Industry Insights, powered by WTC
Track: Industry Segments, powered by SEMA Councils and Networks

With so many wheel and tire brands, sizes, treads and weights, having the right inventory and distribution can be challenging. As consumer driving habits evolve and eCommerce continues to impact purchasing behavior, businesses must evaluate their inventory strategies and supply-chain management in order to succeed and stay profitable. Learn how to maintain the right products in stock and find out what you can do to keep products moving.

Register here.

Tuesday, February 23, 2021 – Résumé Do’s and Don’ts   
Series: Perfecting Your Job Search Series, powered by SBN
Track: Industry Segments, powered by SEMA Councils and Networks

Résumés typically provide the first impression of your qualifications to a prospective employer. With so many people looking for jobs, it’s important to know how to make your resume stand out. Learn the do’s and don’ts of creating a stand-out résumé—including what to focus on, items to highlight, and what to leave out during the interview to make sure you get that call back.

Register here.

Wednesday, February 24, 2021 – The Customer Journey: From Digital Onlooker to Repeat Buyer
Track: Marketing & Sales

Today’s customer journey is an ongoing blend of online and offline interactions. In this one-of-a-kind session, you’ll receive practical strategies on how to seamlessly navigate the entire sales process and walk away knowing how to attract customers through a 5-Star digital experience that matches the experience offered in your brick-and-mortar location.

Register here.

Thursday, February 25, 2021 – How To Take Your Digital Marketing to the Next Level    
Track: Marketing & Sales

Geared toward automotive professionals who have some experience in digital marketing and are looking to scale up their efforts and learn new strategies, this two-hour workshop will include group exercises and leave participants with specific tangible strategies that can be applied to their businesses immediately. Attendees will walk away with new businesses tactics to improve SEO, reach more customers and increase sales.

Register here.

Friday, February 26, 2021 – New Policy on Tampering and Defeat Devices Explained
Track: Legislative & Regulatory

Released in December, the U.S. Environmental Protection Agency’s new Tampering Policy replaces Mobile Source Enforcement Memo 1A (1974) and addresses civil enforcement of the Clean Air Act’s prohibitions on tampering and aftermarket defeat devices. Hear from industry experts and an EPA representative as they provide an overview of the new policy, and cover key issues on testing and policy benefits.

Register here.