Compiled by SEMA Editors

CRP Automotive Employs “Virtual Roadshow” to Connect with Customers and Industry Partners

CRP Automotive has launched a “Virtual Roadshow” to connect with key customers and industry partners in response to cancelled trade shows and business conferences in 2020. CRP is using the CRP Virtual Roadshow to take its message about new programs and products during online meetings and workshops with customers, sales representatives and buyers. The virtual initiative, which is being conducted by CRP Automotive sales channel and product managers, also includes a variety of training sessions and debuts a selection of new products from the company’s Hot Products table. CRP Automotive will conduct its Virtual Roadshow with existing customers throughout the balance of 2020 and welcomes the opportunity to meet with any new customers or prospects that may be interested in learning more about CRP’s programs for 2021.

Chad Powszok

Chad Powszok Hired as Production Manager of Power Automedia’s Alloy Studios

Power Automedia has announced the hiring of Chad Powszok as Alloy Studios’ video production manager. Powszok has a breadth of experience in the marketing and advertising industry, and an infatuation with early American trucks and late-model Subarus that inspired several project car builds. Prior to joining the Power Automedia team, Powszok had been working in the video production industry fulfilling a variety of roles from production coordinator to associate producer, and eventually producer. Powszok contributed toward the coordination and production on three generations of Apple’s iPhone campaigns and two iPad campaigns. Additionally, he went on to win a Bronze Lion from Cannes Film Festival for the opening film for the World Wide Developers Conference in 2017 entitled “Appocalypse.” Now, as production manager of Alloy Studios, Powszok is able to draw from his extensive knowledge of video production to help coordinate all of the moving parts that entail Alloy Studio’s list of video projects. He will work to provide leadership and oversight for a team of video production staff and will be working closely with Jonny Mill, focusing on the day-to-day outcomes of his team.

Dan Billie

Plews & Edelmann Appoints Dan Billie as CEO

Plews & Edelmann has announced the appointment of Dan Billie to the position of chief executive officer. The announcement was made by David Rashid, executive chairman for Plews & Edelmann. Prior to the promotion, Billie was the company’s chief commercial officer. Plews & Edelmann has gone through a significant transformation under Billie’s leadership. After divesting its retail business unit and directing its focus on application parts, Plews & Edelmann recently announced a new power steering component program under the Edelmann Elite brand that complements its power steering hose business. A 25-year veteran of the automotive aftermarket, Billie joined Plews & Edelmann in September 2019, bringing a wealth of commercial experience and executive leadership to the company. He previously served as executive vice president of APC Automotive Technologies and as senior vice president of CARDONE Industries.

Jeff Geoffroy

Peterson Manufacturing Names New Director of Marketing, Business Development

Peterson Manufacturing has named Jeff Geoffroy as director of marketing and business development. In his new role, Geoffroy will be responsible for increasing brand awareness, expanding customer engagement and leading all go-to-market activities. He will also work with larger OEM customers, providing strategies to expand Peterson solutions to help solve industry lighting and harness issues. Geoffroy’s position as senior global product marketing manager for IBM’s Watson Commerce Group allowed him to resolve problems by enhancing and improving customer engagement through digital marketing solutions. More recently, he was director, product marketing for ZoomInfo, where he led product marketing for a pre-IPO go-to-market data company.

Prior to joining IBM, Geoffroy spent 15 years at Bose Corp. leading the sales and marketing efforts for one of its emerging business groups. After 5 years in the United States Army, Geoffroy reached the rank of Captain then started his business career working with various OEMs, including semi-conductor, medical, circuit board assembly and automotive accounts including Nissan and Mazda. During his first 10 years in the b2b environment, Geoffroy developed new program pricing models and engaged with departments throughout the companies he served to ensure smooth product development and product launches.

AWE AirGate Carbon Intake

AWE AirGate and S-FLO Carbon Intakes Receive CARB Executive Order

AWE, the precision engineering and manufacturing firm outside Philadelphia, has received California Air Resources Board Executive Order (CARB EO) D-832 for the following products:

• AWE AirGate Carbon Intake for the VW Mk7 Golf R, Audi 8V S3, and Audi 8S TTS, E.O. D-832
• AWE S-FLO Carbon Intake for the Audi RS 7, E.O. D-832

Hypertherm Celebrates 25 Years of Powermax Air Plasma Systems

In December 1995, the first Powermax air plasma system rolled out of Hypertherm’s New Hampshire-based manufacturing plant. Over the last 25 years, the technology has continued to advance. The Powermax family now includes seven professional-grade air plasma systems, with a cut capacity ranging from thin gauge to 2-1/4 in.

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

SEMA-member companies have posted several new listings for job opportunities in the Classifieds page of SEMA.org.

By Kyle Cheng

Check out the “SEMA Industry Indicators” report each month to learn how movements in the broader economy may impact your business strategy.

The U.S. economy continues to recover, but skyrocketing virus infections and increasing restrictions are moderating growth. Despite this, the auto industry continues to do well. Spending on auto parts has been especially high over the last few months and hit an all-time high in October. The next few months will be key in determining the trajectory of the recovery, especially as vaccines begin to roll out.

Want more information on the trends affecting the specialty-equipment industry? Check out the “SEMA Industry Indicators” report each month to learn how movements in the broader economy may impact your business strategy. In this report, published monthly, you’ll find:

• Overall Economic Outlook
• New Vehicle Sales and Statistics on Auto Parts Production
• Consumer Sentiment and Spending
• Economic Growth and Unemployment
• Other Important Industry Insights

Download the November “SEMA Industry Indicators” report for free today at www.sema.org/research.

By Kyle Cheng

Check out the “SEMA Industry Indicators” report each month to learn how movements in the broader economy may impact your business strategy.

The U.S. economy continues to recover, but skyrocketing virus infections and increasing restrictions are moderating growth. Despite this, the auto industry continues to do well. Spending on auto parts has been especially high over the last few months and hit an all-time high in October. The next few months will be key in determining the trajectory of the recovery, especially as vaccines begin to roll out.

Want more information on the trends affecting the specialty-equipment industry? Check out the “SEMA Industry Indicators” report each month to learn how movements in the broader economy may impact your business strategy. In this report, published monthly, you’ll find:

• Overall Economic Outlook
• New Vehicle Sales and Statistics on Auto Parts Production
• Consumer Sentiment and Spending
• Economic Growth and Unemployment
• Other Important Industry Insights

Download the November “SEMA Industry Indicators” report for free today at www.sema.org/research.

SEMA News—December 2020

SDC Product News

By Gigi Ho

The products featured below are from SEMA Data Co-op (SDC) member companies that have attained Gold- or Platinum-level data, which means that their product data is robust and complete—likely to drive customer purchase decisions. SDC members meeting data scorecard requirements are invited to submit product releases for consideration to enews@semadatacoop.org.

The SDC is “data central” for the specialty-equipment segment, containing millions of products and vehicle fitments from performance and accessories brands. Created by SEMA, the SDC is the definitive, industry-owned and -operated centralized data warehouse, complete with comprehensive online tools, and a team of dedicated data and technology experts to assist manufacturers and resellers with product data needs. Learn more about the SDC at www.semadatacoop.org.

JMS Chip

JMS PedalMax

PedalMax was designed to improve the throttle response and driving characteristics of modern vehicles equipped with electronic throttle-control systems. Throttle response and acceleration are improved and turbo applications see a big lag reduction, all leading to more power and torque. Taking only minutes to install, the unit plugs inline between the vehicle’s pedal-position sensor and the vehicle harness, utilizing OEM connectors with a control knob to make performance adjustable on the fly. PedalMax units are fully waterproof, backed by a lifetime guarantee, and made in the U.S.A. Information: www.jmschip.com.

Rigid Industries

Adapt LED Light Bar

The Adapt LED Light Bar has eight selectable beam patterns and accent lighting that can be programmed to display any color. The Adapt features an integrated optics design with spot, flood and driving zones. Horizontal beam patterns range from 90-degree slow- or moderate-speed broad beam to a highly focused 15-degree high-speed spot beam in a single fixture. It also includes Rigid’s new Active View Technology, which allows the beam pattern to automatically adjust based on the vehicle’s speed when set to adaptive mode. There is traditional side-mounting or underside low-profile stealth. Available in 10-, 20-, 30-, 40- and 50-in. lengths. The kit includes one light, a GPS module, a dash controller, an underdash module, a complete wiring harness and switch, mounting hardware and an installation guide. Information: www.rigidindustries.com.

Truck Covers USA

American Roll Cover

The American Roll Cover for the new Jeep Gladiator was launched by Truck Covers USA at the 2019 SEMA Show. In keeping with the revolutionary style of the Truck Covers USA brand, this hard, retractable tonneau cover boasts a 25% smaller canister and lid, optimizing the Jeep’s truck-bed space and allowing for maximum cargo capacity. Specially designed brackets create a perfect fit specific to the Jeep Gladiator. Truck Covers USA offers the roll cover in both a matte and the original textured-finish powdercoating. The versatile unit allows for the seamless addition of the American Rack System and Yakima Component Kit to increase the ability to carry greater loads while still looking good. Information: www.truckcoversusa.com.

SEMA News—December 2020

SDC Product News

By Gigi Ho

The products featured below are from SEMA Data Co-op (SDC) member companies that have attained Gold- or Platinum-level data, which means that their product data is robust and complete—likely to drive customer purchase decisions. SDC members meeting data scorecard requirements are invited to submit product releases for consideration to enews@semadatacoop.org.

The SDC is “data central” for the specialty-equipment segment, containing millions of products and vehicle fitments from performance and accessories brands. Created by SEMA, the SDC is the definitive, industry-owned and -operated centralized data warehouse, complete with comprehensive online tools, and a team of dedicated data and technology experts to assist manufacturers and resellers with product data needs. Learn more about the SDC at www.semadatacoop.org.

JMS Chip

JMS PedalMax

PedalMax was designed to improve the throttle response and driving characteristics of modern vehicles equipped with electronic throttle-control systems. Throttle response and acceleration are improved and turbo applications see a big lag reduction, all leading to more power and torque. Taking only minutes to install, the unit plugs inline between the vehicle’s pedal-position sensor and the vehicle harness, utilizing OEM connectors with a control knob to make performance adjustable on the fly. PedalMax units are fully waterproof, backed by a lifetime guarantee, and made in the U.S.A. Information: www.jmschip.com.

Rigid Industries

Adapt LED Light Bar

The Adapt LED Light Bar has eight selectable beam patterns and accent lighting that can be programmed to display any color. The Adapt features an integrated optics design with spot, flood and driving zones. Horizontal beam patterns range from 90-degree slow- or moderate-speed broad beam to a highly focused 15-degree high-speed spot beam in a single fixture. It also includes Rigid’s new Active View Technology, which allows the beam pattern to automatically adjust based on the vehicle’s speed when set to adaptive mode. There is traditional side-mounting or underside low-profile stealth. Available in 10-, 20-, 30-, 40- and 50-in. lengths. The kit includes one light, a GPS module, a dash controller, an underdash module, a complete wiring harness and switch, mounting hardware and an installation guide. Information: www.rigidindustries.com.

Truck Covers USA

American Roll Cover

The American Roll Cover for the new Jeep Gladiator was launched by Truck Covers USA at the 2019 SEMA Show. In keeping with the revolutionary style of the Truck Covers USA brand, this hard, retractable tonneau cover boasts a 25% smaller canister and lid, optimizing the Jeep’s truck-bed space and allowing for maximum cargo capacity. Specially designed brackets create a perfect fit specific to the Jeep Gladiator. Truck Covers USA offers the roll cover in both a matte and the original textured-finish powdercoating. The versatile unit allows for the seamless addition of the American Rack System and Yakima Component Kit to increase the ability to carry greater loads while still looking good. Information: www.truckcoversusa.com.

SEMA News—December 2020

Supplier Spotlight

Edelbrock Group and Quadratec

Two Case Studies in COVID-19-Era Best Practices That Can Boost Stability and Sales

By Mike Imlay

Unprecedented times have called for unprecedented measures to keep production lines and warehouse facilities going, yet companies that are getting it right have found not only stability but major sales surges as enthusiasts demand parts for their stay-at-home automotive projects.

Founded in 1938 and headquartered in Torrance, California, Edelbrock is a well-known industry name. Recently the legacy brand entered into a merger with the Comp Performance Group, although the two companies continue to operate as separate entities. Chris Douglas, Edelbrock Group chief commercial officer, described the company’s current product mix as evenly split between motorsports, the street and hot-rod scene, and the industrial segment. The company also sells through all channels, from mass merchandisers to direct-to-consumer e-commerce. Like other businesses, the manufacturer saw signs of uncertainty this past March, followed by hopeful indicators as the industry and consumers adapted to the obstacles imposed by the COVID-19 pandemic.

“March was good for the first half, but then there was a distinct softening in the back end of the month as the gravity of the situation and shutdowns settled upon the country,” Douglas explained. However, he added, “From a market perspective, sales and overall interest has been extremely robust since early April. Beyond the COVID-19 effect, the normal market drivers—namely weather patterns—have been extremely favorable this year, which is a nice change from recent years.”

Thanks to those factors, along with key actions the company took during the pandemic’s earliest weeks, Douglas said that the entire Comp/Edelbrock Group is now experiencing across-the-board growth in all its brands and categories. He cited superchargers, EFI, carburetors, transmissions and valvetrains as notable “high flyers,” adding that the “sales trends were present pre-COVID-19, but the last 120 days have greatly amplified them.”

Across the country, in West Chester, Pennsylvania, Quadratec is celebrating its 30th year of selling a wide range of Jeep products through print catalogs and a robust e-commerce platform. As advertised on its website, the company currently offers more than 100,000 parts and accessories representing more than 100 leading aftermarket brands, along with its own branded line of products. Going into 2021, the company will also add wholesale operations to its mix. Quadratec Chief Marketing Officer Ralph S. Mondeaux said that the company quickly found its footing and has seen a healthy increase in revenues over the last several months despite the business disruptions of March.

“I think it was the first or second week of March when we sent all our employees home, and so we shifted pretty quickly in terms of getting all our employees computers, going into a world of Zoom meetings and everything else,” he said. “In hindsight, it was a much smoother transition than I could ever have envisioned, and from an employee perspective, they were extremely gracious. Nobody complained. We knew we had to do it to keep the employee base safe, so everybody was really good about it.”

Not surprisingly, do-it-yourself Jeeping applications are currently the biggest hits with Quadratec customers.

“Really, the replacement parts and accessories are the two big categories that took off during this time,” Mondeaux reported. “If you think about it, it’s all project-based. Rather than maybe putting on a whole new front bumper, they’d much rather put some fender flares on, or they might try an engine tune-up and so forth.”

Fully embracing a wide range of digital channels for marketing and e-commerce is another winning strategy. Knowing its customers had many children now schooling at home, Quadratec launched a highly successful #HandsOnHomeSchool social-media campaign to teach kids basic Jeep and automotive skills.

Keeping Employees Safe and Informed

Both Mondeaux and Douglas stressed that the early steps their respective companies took to promote employee safety were essential to stability and success.

“We met COVID-19 head-on with practical, data-based decisions that prioritized keeping our employees safe and gainfully employed while continuing to serve our customers at the best level possible given the first two priorities,” Douglas said. “When you are in a situation that has so many unknown variables, we find that it’s best to not be reactionary or too emotional. We increased the frequency of our internal communication, and we were extremely transparent in our decision-making process each step of the way.

“Internally, we have operated mostly normally with the exception of the additional precautions and intent focus on keeping our workforce healthy and safe. We have utilized a work-from-home model in select areas of the company, but our employees generally prefer to be in the office and functioning as a team.”

To keep the team healthy, Edelbrock altered shift hours to lessen work-area density, initiated aggressive safety and cleaning protocols, and adopted daily screenings and temperature checks to identify potential COVID-19 exposures as quickly as possible. The company also developed a well-defined process for handling positive COVID-19 cases.

According to Douglas, the pandemic “has really highlighted the importance of organizational processes, being nimble, and flexibility in leadership style.”

Flexibility was a key word for Quadratec as well, given the unpredictable course of the virus and government responses. In March, the company initially believed that its remote work arrangements for corporate employees would be temporary but later had to extend them as the COVID-19 continued its spread through Pennsylvania.

“To me, one of the biggest motivators is how well all the employees adapted in literally a week, going from a corporate campus that’s tons of employees working on-site together to nobody,” Mondeaux noted. “But everybody was very receptive to working at home and making this work, so lesson learned there. Of course, we also have a warehouse here in West Chester, and so that stayed open and operational during this time.

“Everybody was equipped with the proper masks. We did temperature checks the moment they came in the door. We had foot washes at the door and hand sanitizer pretty much in every cube, so we took a lot of measures to make sure our warehouse employees were extremely safe.”

Just as importantly, Quadratec also instituted an employee communications strategy to keep staff and workers updated on company responses to the pandemic as well as COVID-19 policy decisions being made at local, state and federal levels.

“It was really an information campaign making sure our employees were well informed on the risks that were out there and how to best take care of themselves,” Mondeaux explained.

Structure, Leadership and Agility

At Edelbrock, Douglas said that adherence to business fundamentals and an experienced and dexterous staff provided a solid foundation for dealing with the pandemic.

“On the heels of closing the Edelbrock and Comp Performance Group transaction in late January, it has been great to have a much deeper ‘bench’ when it comes to market data, management talent and experience, and resources outside of the automotive aftermarket,” he emphasized. “Beyond that, I would point to having a culture of being nimble yet methodical as extremely beneficial when it comes to dealing with dynamic situations. It’s easy to be a leader during the good times, but strong leadership really shows during times of adversity—and we are fortunate to have great leaders throughout the organization who are passionate about this industry.”

A grounded but agile corporate culture also contributed to Quadratec’s quick adjustment to rapidly changing events.

“From the moment it started to go down, I think we moved quicker than maybe other companies in the area [to get] people equipment and get them home as quickly as possible,” Mondeaux said. “Again, it is in the best interests of our employees. We’re a 30-year-old family-run business, and so our employees are our family. We want to make sure they’re taken care of.”

Demonstrating care for employees was the first order of business for Edelbrock. Daily COVID-19 screenings and other well-recognized health protocols attended to employee safety, while intensified communications addressed their need for transparency and information.

The Right Messaging

With employee safety and communications covered, both companies assessed and adjusted their external communications, especially to business partners and consumers. Realizing that public sentiment favored companies acting responsibly toward their employees and community, both companies made their responsiveness to the pandemic part of their messaging.

“As a company in the automotive industry, we let our customers know we were still open for business, [as well as] the measures we were taking to make sure that the people in the warehouse and the people in the call center were all taking the proper precautions to stay safe and so forth,” Mondeaux said.

Meanwhile, in the absence of the 2020 SEMA Show and other 2021 industry events, Douglas said that Edelbrock Group plans to up its messaging across a variety of channels in the months ahead. Again, while the messaging itself will change, its crafting will be consistent with a methodical mindset.

“Our plan is to be more aggressive with overall marketing and market communications,” he said. “I think you can look at the loss of the SEMA Show for this year as an obstacle or an opportunity, and we are choosing to look for the opportunity. We will aggressively lean into the fundamentals of a good marketing strategy: brand marketing, digital and transactional advertising, PR and content creation. Just like with your employees, we believe periods of uncertainty require increased communication with your customers.”

Embracing Digital Channels

For the industry as a whole, Douglas believes that the COVID-19 situation has underscored the importance of well-developed digital channels for suppliers and sellers alike.

“E-commerce has been an incredibly positive story for most in our industry in 2020, including Edelbrock and Comp Performance,” he noted. “There has been a distinct surge since early April that has benefited not only our direct-to-consumer websites but also our sales channel partners that are well positioned with great e-commerce infrastructure. Several of the large chain stores have also experienced robust point-of-sale [numbers] coming from both e-commerce and brick-and-mortar stores.”

But selling through e-channels is only part of the equation. Truly leveraging digital channels also ties back to great marketing campaigns, and Quadratec provides an excellent example.

Keeping its fingers on the pulse of its consumer audience, the company rolled out a series of DIY how-to videos and written articles covering simple Jeep maintenance and modification projects. Then, realizing that so many of its customers were dealing with kids out of school, the DIY videos evolved organically into a highly successful #HandsOnHomeSchool social-media campaign. In fact, the campaign was inspired by a Quadratec employee who was involving his kids in basic Jeep projects to help them alleviate out-of-school boredom.

“It sparked the idea that now we’ve got this DIY campaign going on [and] everybody’s home and probably going a little stir-crazy, so the #HandsOnHomeSchool campaign was really twofold,” Mondeaux said. “One was to get moms, dads and their kids working on projects together in the garage, and then secondly, the goal was to teach kids and young adults the basics of car maintenance.”

The campaign played out on Facebook and Instagram, with some email and Quadratec website support. The concept was simple: Involve your kids in a basic Jeep project, snap a photo, and post it using the #HandsOnHomeSchool hashtag. Quadratec reposted photos and created small gift cards, T-shirts and other promotional items to send to families who “attended” the home-school program.

Mondeaux said the campaign was an instant hit: “It was just phenomenal. The parents got behind it, of course. A lot of the kids saw it, and they wanted to be a part of it. We’ve had several local schools that were no longer in business here get behind it, and the teachers were behind it. It was just a really good program to encourage families.”

Following the success of its DIY videos and home-school social-media campaigns, Quadratec has now launched a Torque channel at its website, filled with Jeep-enthusiast-oriented videos and written content. The company’s leadership believes that Jeep aftermarket consumers remain hungry for streaming content tailored specifically to their passion between their Netflix and Hulu binges.

Forward Thinking

As the industry rounds the corner into 2021, both Edelbrock and Quadratec remain well positioned for upward growth, but there’s no secret or magical formula to instant success for Douglas.

“Personally, I don’t think there are any game-changing tactics that exist to guide you through this type of period,” he said. “Rather, I think it has forced businesses to rely on good business management fundamentals that should have been in motion prior to this period. We have continued to lean into modern business technology transformation—work from home, cloud infrastructure and such; extensive scenario planning; and a relentless drive for
additional efficiency.”

As a matter of financial course, he believes that companies should always be tightly managing their cost structures (including product and selling as well as general and administrative expenses) and planning for downward cycles.

“Admittedly, COVID-19 forced us to stress-test many of the [above-mentioned] projects in real time, but overall we are pleased with where we are at today,” he said. “As scary as the early days of COVID-19 were, as a business leader, you have to thrive on the challenge of dealing with adversity.”

For Quadratec, Mondeaux said inventory and keeping up with demand amid stretched supply chains is now the most pressing challenge, but he believes that if the COVID-19 pandemic has proven anything, it’s the essential nature of digital technologies and e-commerce platforms in today’s marketplace.

“It’s hard to plan for the unknown, but parts retail is an industry that is able to withstand the storm,” he said. “We were something that people could gravitate to when they were locked down, so from an e-commerce perspective, the biggest [lesson] is to completely embrace digital marketing and e-retailing. Consumers—even the ones who were used to going into a local shop—were forced to go online. I think a lot of them are going to stay online. If I worked for a small automotive parts company, I’d encourage them to get product online and put their marketing dollars more on the digital side.”

In the end, both Mondeaux and Douglas expressed their admiration for the aftermarket’s handling of an ongoing health and economic emergency.

“The overall resiliency and adaptability of our marketplace was a pleasant surprise,” Douglas said. “Almost overnight, we and the rest of the industry went from planning double-digit decrease scenarios to riding a surge of sales unlike this industry has ever experienced.”

But that, he added, harkens back to the industry’s roots.

“Our industry was founded upon figuring out the opportunity when most didn’t see the potential,” he said. “Listen to your customers, lean on proven business fundamentals, and always challenge and stress-test every aspect of your business.”

Compared with other industries, the automotive aftermarket has proven especially resilient during the COVID-19 outbreak, with many companies not only maintaining sales but also thriving. Part of that, of course, is the essential nature of automotive businesses, not to mention consumer thirst for projects to tackle during prolonged lockdowns. But those factors alone don’t guarantee growth in these unprecedented times. How companies respond to a crisis matters most, and there is much to learn from companies that are getting it right. As they see their sales climb, Edelbrock Group and Quadratec offer two case studies in current best practices.

SEMA News—December 2020

PEOPLE

By Douglas McColloch

Meet The 2020–2021 SEMA Board Of Directors

The Specialty Equipment Market Association is governed by a Board of Directors who volunteer their time to provide leadership and guidance to the organization. Board members are nominated and elected by the association’s membership at large. Directors serve a three-year term, while the chairman serves for two years immediately after completing a two-year term as chairman-elect. The current Board was inaugurated at the SEMA Board Meeting held August 25, 2020.

This year’s Board underwent two personnel changes mid-year. In May, Dr. Jamie Meyer, GM Performance Parts Program Manager, stepped down from the SEMA Board after being named President of Performance Racing Industry; his seat on the Board was taken by Kim Pendergast, CEO of Magnuson Superchargers. The following month, Greg Adler, CEO of Greg Adler Motorsports, completed his two terms and was replaced on the Board by Ted Wentz III, CEO of Quadratec.

“The SEMA Board of Directors represents the entire spectrum of our specialty-equipment industry,” said SEMA President and CEO Chris Kersting. “They reflect our SEMA-member businesses at large as they set association priorities, oversee our many initiatives and programs, address vital regulatory, technological and marketplace issues affecting our businesses, and promote the overall health and success of our industry. Especially during the COVID-19 era, they have lived up to the obligation to make smart, often difficult, decisions. On behalf of SEMA, I wish to thank them for their volunteerism and dedication to our association.”

Tim Martin SEMA Chairman CEO Aftermarket Advisors LLC	James Lawrence SEMA Chairman-Elect CEO Power Automedia	Wade Kawasaki SEMA Immediate Past Chairman & Secretary President and CEO Legendary Companies
Kyle Fickler SEMA Treasurer Dir. of Sales and New Business Development Driven Racing Oil	Chris Douglas Chief Commercial Officer Edelbrock Group	Kim Pendergast CEO Magnuson Superchargers
Ted Wentz III CEO Quadratec Inc.	Donnie Eatherly President P&E Distributors Inc.	Kathryn Reinhardt Senior Marketing Manager 4WP/Pro Comp
Dan Kahn President and CEO Kahn Media Inc.	Steve Whipple Vice President of Sales Edelbrock LLC	Brian Lounsberry Senior Advisor One 6 Motorsports
Melanie White President Hellwig Products	Bunyan L. (Les) Rudd, CPMR President/CSO Bob Cook Sales

SEMA News—December 2020

PEOPLE

By Douglas McColloch

Meet The 2020–2021 SEMA Board Of Directors

The Specialty Equipment Market Association is governed by a Board of Directors who volunteer their time to provide leadership and guidance to the organization. Board members are nominated and elected by the association’s membership at large. Directors serve a three-year term, while the chairman serves for two years immediately after completing a two-year term as chairman-elect. The current Board was inaugurated at the SEMA Board Meeting held August 25, 2020.

This year’s Board underwent two personnel changes mid-year. In May, Dr. Jamie Meyer, GM Performance Parts Program Manager, stepped down from the SEMA Board after being named President of Performance Racing Industry; his seat on the Board was taken by Kim Pendergast, CEO of Magnuson Superchargers. The following month, Greg Adler, CEO of Greg Adler Motorsports, completed his two terms and was replaced on the Board by Ted Wentz III, CEO of Quadratec.

“The SEMA Board of Directors represents the entire spectrum of our specialty-equipment industry,” said SEMA President and CEO Chris Kersting. “They reflect our SEMA-member businesses at large as they set association priorities, oversee our many initiatives and programs, address vital regulatory, technological and marketplace issues affecting our businesses, and promote the overall health and success of our industry. Especially during the COVID-19 era, they have lived up to the obligation to make smart, often difficult, decisions. On behalf of SEMA, I wish to thank them for their volunteerism and dedication to our association.”

Tim Martin SEMA Chairman CEO Aftermarket Advisors LLC	James Lawrence SEMA Chairman-Elect CEO Power Automedia	Wade Kawasaki SEMA Immediate Past Chairman & Secretary President and CEO Legendary Companies
Kyle Fickler SEMA Treasurer Dir. of Sales and New Business Development Driven Racing Oil	Chris Douglas Chief Commercial Officer Edelbrock Group	Kim Pendergast CEO Magnuson Superchargers
Ted Wentz III CEO Quadratec Inc.	Donnie Eatherly President P&E Distributors Inc.	Kathryn Reinhardt Senior Marketing Manager 4WP/Pro Comp
Dan Kahn President and CEO Kahn Media Inc.	Steve Whipple Vice President of Sales Edelbrock LLC	Brian Lounsberry Senior Advisor One 6 Motorsports
Melanie White President Hellwig Products	Bunyan L. (Les) Rudd, CPMR President/CSO Bob Cook Sales

SEMA News—December 2020

New Products

Compiled by SEMA News Editors

New Products From Around The Industry

SEMA News regularly publishes new product information from manufacturers as a service to the industry. Product information included in SEMA News will be published on a first-come, first-served basis, edited for length, and chosen based on relevance and image quality. Included below is a compendium of recent product announcements as submitted by member companies.

Mishimoto

Mishimoto has launched its transmission cooler hoses for the ’01–’10 6.6L Duramax platform. The hoses are developed to hold up to GM owners’ high horsepower and towing.

The hose features a PTFE inner liner designed to be oil- and heat-resistant for durability. The nylon outer braid is manufactured to prevent expansion under high pressure and protect against abrasion.

The kit includes -10AN to M22x1.5 fittings for use with many aftermarket radiators.

Information: www.mishimoto.com or 877-466-4744.

AEM

AEM EV has released its VCU300 Vehicle Control Unit. The unit is used in Ford Racing’s CobraJet1400 EV drag concept and in the Huff Motorsports EV dragster.

It is built on OEM hardware and features OEM-quality strategies designed to provide reliability and safety for both the programmer and the end user.

The control unit is engineered to manage four inverter/motor systems, communicate with up to three independent CAN bus networks, and be used on direct-drive and indirect-drive EV setups.

Information: www.aemev.com or 310-484-2322.

Design Engineering Inc.

Design Engineering Inc. has introduced its stainless-steel thermal and acoustical floor and tunnel shield. The floor is designed to be a high-temperature solution for controlling heat and sound in hot rods, street rods, classics, trucks and just about any vehicle.

The flexibility allows the shield to be formed and tightly shaped around firewalls, transmission tunnels, floorboards and anywhere for total protection from the potential harmful effects of heat.

The shields start with a stainless-steel reflective surface backed with a high-temperature-resistant glass fiber manufactured to block heat. Micro-perforations are engineered to control noise. The heat barriers are offered in a 22x19-in. sheet that can be trimmed with tin snips.

Information: www.designengineering.com or 800-264-9472.

Impact Racing

Impact Racing introduces its Super Charger OS20 racing helmet. The helmet features a top air version in a lower profile that is designed to increase overhead clearance.

It is engineered to offer a panoramic field of vision and features a polycarbonate shield.

The helmet includes removable cheek pads and is manufactured to feature fire-retardant, soft-knit Nomex upholstery.

Optionally available cheek pads are available in a variety of thicknesses and configurations to provide a custom fit.

Information: www.impactraceproducts.com or 317-852-3067.

Holley

Holley announces the release of its top-feed Low Ram Manifold Kit. The plenum entry configuration is designed to allow the plenum tops to be fitted to a low-profile base intake manifold.

The short-runner, low-profile base intake manifold is intended for forced-induction applications and was conceived to package with an air-to-water plenum-mounted intercooler with a shorter overall height than possible with other existing intake manifolds.

Information: www.holley.com or 866-464-6553.

Energy Suspension

Energy Suspension announces the release of its performance polyurethane bushing for the Honda CBR. The dampener is designed to provide the solution for smooth shifting and rider confidence.

It is engineered to provide smooth shifting and reduces wear on drive components, outlasting the OEM part equivalent for the life of the machine. The part fits the following Honda CBR models: 600F4–1000R–900R and RVT51/RVT1000.

Information: www.energysuspension.com or 949-361-3935.

Mishimoto

Mishimoto announces the introduction of its performance aluminum radiator for the ’17+ Honda Civic Type R.

The radiator is designed to increase core volume by 48% and fin surface area by 102%.

It features full aluminum construction with TIG-welded end tanks and strutted tubes engineered for durability.

The radiator includes a magnetic drain plug manufactured to capture any metallic debris/fragments in the cooling system.

Information: www.mishimoto.com or 877-466-4744.

Design Engineering Inc.

Design Engineering introduces its Heat Sheath Gold Sleeve. It is available in five sizes and features a lock weave pattern.

The sheath is manufactured to reflect direct heat up to 800ºF. It is designed to protect components and keep them cool in the most demanding applications. The sheath also features a high-temperature hook-and-loop fastening system for secure installation.

It is also available in custom dimensions.

Information: www.designengineering.com or 800-264-9472.

Oracle Lights

Oracle Lighting has launched its new Fiber-Optic Dash Kits. The integrated edge is designed to hold the fiber-optic cable tightly without the use of any adhesive.

The single-color kit is available in six options (white, blue, red, green, amber and ABL).

Specialized fiber-optic cable is also required for install ($4.95), which can be cut with scissors and be reused.

Information: www.oraclelights.com or 800-435-5944.

Champion Brands

Champions Brands announces the release of its Poly-7 Green Grease. The grease is designed to be a green, ultra-heavy-duty, high-temperature grease. It is made using refined petroleum stocks, copolymers and advanced lithium complex additives processed to provide lubrication.

The grease is engineered to stay put under extreme shock loads and offers a very low friction coefficient. It is manufactured to increase lubrication and delivers excellent oxidation, adhesion and pumpability characteristics.

It is an all-weather grease constructed to meet the requirements of NLGI GC-LB for automotive wheel bearing and chassis lubrication.

Information: www.championbrands.com or 800-821-5693.

Red Line Oil

Red Line Synthetic Oil announces the launch of its 15W50 Powersports Oil. The oil is formulated for high-performance engines in a variety of applications, including ATVs, motorcycles, UTVs and additional powersports vehicles.

The motorcycle and powersports lubricants are designed to resist the chopping and shearing action of powersports transmissions while ensuring that the viscosity meets the desired specification. The oil is manufactured to provide wear protection under adverse conditions and extreme temperatures.

It is recommended for metric motorcycles (KTM, Husqvarna, Ducati, Yamaha, BMW, etc.) or any powersports vehicle calling for a 15W50 engine oil, and it is suitable for JASO MA2 applications.

Information: www.redlineoil.com or 707-745-6100.

Oracle Lights

Oracle Lighting introduces its pre-assembled Dynamic ColorShift RGB+A “Black Series” headlights for all ’15–’17 Ford Mustangs. The lineup features amber LEDs designed for a dynamic turn-signal effect.

The replacement headlights feature Dynamic Halos, Dynamic Tai-Bar DRL and Dynamic Demon Eyes and include everything needed for installation. Mustang fitments include Base, EcoBoost, EcoBoost Premium, GT, GT 50 Years Limited Edition, GT Premium, Shelby GT350, Shelby GT350R, V6 and V8.

The lights are constructed to be controlled through an app that features more than 200 preprogrammed moving patterns as well as static color control and white DRL mode for normal street driving.

Information: www.oraclelights.com or 800-435-5944.

LGE-CTS

LGE-CTS announces the introduction of its Baja Forged kits for the ’18–’20 Ford Expedition 2WD/4WD. Featured in the line for the Expedition are a front bumper kit, a rear bumper kit, a bumper light-bar kit, fender flares and a roof rack.

The kits are engineered to give a Prerunner look and to be durable. They are also designed to follow the contour lines of the Expedition.

Information: www.bajaforged.com or 909-599-2203.

Vintage Air

The Gen IV SureFit air-conditioning system for ’73–’79 Ford F-100 pickups and ’78–’79 Broncos is available as a complete kit as well as an evaporator kit. The system employs a fully electronic microprocessor control system that eliminates cables or vacuum connections.

The separate parallel-flow copper heating coils and aluminum plate-and-fin cooling coils are designed to provide outstanding performance and infinite “just right” temperature air blends, blower fan speed adjustments, and high-volume dehumidified defrost.

The kit also includes a three-lever, fully electronic LED backlit control panel that replaces the factory control panel. The factory A/C kit uses the original in-dash louvers, and OEM-style in-dash louvers are included with non-factory A/C systems.

Information: www.vintageair.com or 800-862-6658.

Hellwig Products

Hellwig Products has released its helper springs for the ’20 Toyota Tundra, including 2WD and 4WD models. The helper springs are designed to feature 2,000-lb. load-leveling capacity and to maintain level ride height and better overall driver control when the vehicle is loaded.

The springs are engineered to improve vehicle control and safety by maintaining even weight distribution over the front and rear axles.

Information: www.hellwigproducts.com or 800-435-5944.

Holley

Holley has released its 100-gph fuel pump for naturally aspirated and forced-induction EFI vehicles. It utilizes a -10 AN female inlet and a -6 AN female outlet for installation on new applications and/or replacement of existing fuel pumps.

The pump is designed to support up to 900 EFI or 1,050 carbureted hp and be compatible with gasoline, E85 or diesel. A male -6 to -8 AN fitting with integral high-pressure check valve is included.

Note: The fuel pump is rated for use with ethanol-blended fuels (E85/E90) and all types of gasoline, but pump life will be diminished if used with 100% ethanol fuels.

Information: www.holley.com or 866-464-6553.

Mahle Motorsport

Mahle Motorsport introduces Porsche 911 2.7L and 2.9L Piston Kits designed to pair with Nickies Performance air-cooled cylinders. One is a standard-bore 90mm that retains the stock 2.7L displacement, and the second is a 93mm big-bore piston cylinder kit that equals 2.9L of displacement.

Both piston and cylinder kits are engineered to incorporate deeper valve relief to accommodate performance camshafts, while the big-bore 2.9L piston also has larger valve reliefs to accommodate bigger valves. Each combination is constructed for durability for street or for SCCA- and PCA-legal race applications.

The pistons also feature hard-anodized top ring grooves manufactured for durability to protect against micro welding. The kit is complete with a steel 1.2mm top ring, 1.5mm second and 3.0mm oil ring set, precision CNC-machined bores, and heavy-duty tool steel wrist pins.

Information: www.mahlemotorsports.com or 888-255-1942.

Hooker BlackHeart

Hooker BlackHeart introduces its header-back exhaust system for the 4.6L ’05–’09 Mustang GT. The system is designed for use with BlackHeart long-tube headers. It is built with 3-in. 304SS tubing, has an X-pipe and high-flow straight-through mufflers engineered to produce an aggressive tone.

The system is manufactured to be lighter than OE by 18% or 11 lbs. Note: This product is not street-legal and may only be used on race vehicles that must be used exclusively for racing or other forms of competition.

Race vehicles must not be registered and must never be used on the street. It is illegal to install this product on a registered vehicle and use it on the street.

Information: www.holley.com or 866-464-6553.

Edge Products

Edge Products introduces its CTS3 Backup Camera. The camera is designed for drivers who want to hook up to trailers with ease.

The camera mode on the CTS3 products automatically engages when the vehicle goes into reverse (only on automatic applications when gear PID is an option) or if the user selects a camera icon from the top menu anytime.

The kit includes a license-plate mount (pictured), an RCA-to-USB video signal adapter, and night-vision LEDs for optimal lighting.

Information: www.edgeproducts.com or 888-360-3343.