SEMA News—July 2020

HERITAGE

Engine Swap, ’50s Style

By Drew Hardin

Photography Courtesy Eric Rickman, Petersen Publishing Company Archive

The gentleman on the left—Winston Roche of North Hollywood, California—bought his ’34 Ford sedan as a new car. His job as a civil engineer took him all over the country, and the Ford’s trusty Flathead V8 carried him on his rounds for 20-some years, covering more than 300,000 miles in the process. By late 1956, though, the engine was just worn out, having been through several rebuilds.

Mr. Roche didn’t want to give up on the Ford. Instead, he visited Lewie Shell (at right in the photo) at Shell Motors & Parts on Wilshire Boulevard in Los Angeles for a suitable replacement engine.

Shell Motors was a fixture in the Southern California speed scene and a longstanding advertiser in Hot Rod. The magazine’s Eric Rickman produced a “photo story” for the July 1957 issue, showing the highlights of transplanting a late-model V8 into Roche’s old Ford.

Shell’s “engine emporium,” as Rickman called it, had a wide selection of overhead-valve V8s to choose from. In fact, Shell’s Hot Rod ads touted the company’s “drive-in, drive-out complete OHV8 motor custom installations” as well as a wide range of parts, available either at the shop or via mail order “anywhere in the world.”

Roche initially had his eye on a ’56 Buick V8, “but after the original Flathead had been removed and the Buick tried for size, Roche cancelled it,” Rickman wrote. “Extensive firewall alterations would be needed,” and Roche did not want to “put the cutting torch to it anyplace.” Roche wanted to ensure that he could “return his pride and joy to perfect original condition” without any cutting done to the body or the frame.

The solution was to use “the smallest of the bunch” of OHV motors at Shell—a ’56 Chevy. But even with the smaller engine, “a point of interference arose between the distributor and the firewall,” Rickman noted. Since Roche had forbidden any cutting, “the only alternative was to move the entire engine, transmission, driveshaft and rear axle forward 11/2 in. to get clearance. This meant plenty of extra work, but the job was done in this manner and proves that with a little ingenuity, even the impossible is possible.”

Rickman covered that “plenty of extra work” in a little more than a dozen photos, illustrating the various brackets and components needed to adapt the Chevy small-block to the stock Ford drivetrain and move all those pieces forward in the car. The engine was fitted with a Corvette cam as well as an Edelbrock triple-carb intake manifold with the center blocked off so two late-model Ford carburetors could be used. The Ford’s radiator was replumbed to accommodate the Chevy’s hoses, and a “special bracket” was made “from strap iron” to mount the generator above the engine “for side panel clearance.”

The finished product “conforms to the owner’s specifications perfectly after leaving Lewie Shell’s shop,” Rickman wrote. “It looks absolutely stock but has plenty of power under the hood to keep up with traffic.”

SEMA News—July 2020

The PRI Opportunity: Building Toward a Productive 2021—and Beyond

Chris Kersting

Catalysts for growth in 2021 include bringing the industry a productive SEMA Show in November and the PRI Trade Show in December. As this issue of the magazine goes to print, both shows are coming together as planned, with the vast majority of businesses indicating determination and plans to set themselves up for a strong 2021 bounce-back.

The association’s staff is actively working with multiple government entities and trade show industry groups to develop processes that will allow for a successful business meeting while providing a safe environment. The details are still being worked out, but updates will be shared with the industry and posted on the Show websites as processes evolve and are finalized. More will be known as the weeks roll forward.

On the matter of PRI and the racing community, we announced a long-term plan last December in Indianapolis to establish a permanent and dedicated PRI office to deliver services, tools and political advocacy specifically for the motorsports industry. The PRI Trade Show has long been a valuable industry focal point that brings racers, builders, track operators and manufacturers together. Now, resources gathered from the industry will be invested in programs to help it succeed.

The PRI mission evolution is the result of in-depth work by the SEMA Board, staff and racing industry representatives involving outreach and surveys to the PRI community to learn how PRI can best help racing succeed and grow. Last December, a new Performance Racing Industry Mission Statement had been developed, formalizing our intention to build, promote and protect the racing community. In the coming years, guided by opportunities identified by industry professionals, an enhanced PRI team will be providing additional programs, support and investment to build the future of the community.

To that effect, the addition of a new executive leader was announced last May, a key step in laying the groundwork for expanded services. The newly minted PRI president, Dr. Jamie Meyer, is based in new PRI digs in Indianapolis—a location that is central to U.S. motorsports—and is already working closely with racing-related businesses, individual racers, race teams, racing facilities, sanctioning bodies, and parts suppliers to develop programs and services to benefit the motorsports community. His passion for racing and his deep motorsports background will serve the community well. Bill Miller, the SEMA staff lead since the association acquired the PRI organization in 2012, will continue to support the PRI team while focusing on his responsibilities as senior vice president of operations for SEMA.

Meanwhile, the upcoming PRI Trade Show will be a springboard for participants to move ahead in 2021, buoyed by the reality that passionate racers and enthusiasts of all kinds will be looking for new products and fresh ideas. The future growth of PRI as an advocate for the racing industry is a reminder that we can take the steps needed to assure ourselves of long-term growth and prosperity by thinking ahead—and acting now.

For many of us, the COVID-19 disruption has put certain short-term goals and practices on hold while we adapt and reconfigure new ways of working. Thankfully, those adaptations are becoming better entrenched, and productivity is on the upswing for many. It’s during such circumstances that long-term vision and planning can make the difference between being left behind and coming out stronger. Now is a great time to consider where we want to be in six months and in the years ahead. At SEMA and Performance Racing Industry (PRI), we’re looking ahead and thinking about how the future of the industry can be enhanced in coming years.

SEMA News—July 2020

NEW PRODUCTS

By Mike Imlay

New Powersports Products

Performance and Enthusiast Offerings From the 2019 SEMA Show

For many decades, motorcycles and ATVs dominated the powersports category. In recent years, however, UTVs have exploded onto the scene, becoming the category’s chief growth driver. Still, there is a lot of crossover in the powersports lifestyle, and enthusiasts frequently own more than one type of vehicle—not to mention a truck to haul their weekend toys.

Regardless of vehicle, performance parts are always in demand, along with anything that increases durability and looks. Lighting, audio, wheels, tires, suspension components, lifestyle items—the market seems limitless. The following pages present the latest powersports-related offerings from the 2019 SEMA Show New Products Showcase, along with some insights from category experts.

“You can get a Polaris, Kawasaki or a Can-Am UTV, and they all look different with the accessories you can get. That’s what is cool about this industry and why it’s booming so big—there is so much crossover.

You can build these vehicles to spec. Say you’re an outdoorsman: You can put a tent and different things on the cage and go out and use it as an expedition vehicle. Or you can put some bike racks off the side if you’re a mountain biker. Truly, the sky’s the limit. That’s what makes me excited to go to work every day.”—Tyler Greves, Media Manager, SuperATV

“Riders are going to ride. That’s the beauty of our business—we’re an enthusiast-driven purchase. Your car is transportation. The fact that you like it and you like the interior trim, the stereo, etc., just makes for a more comfortable ride while you’re going to work.

People who buy powersports, 90-plus percent, are buying their escape from life. It’s what they’re doing on their weekends, their nights off, when they get done working. They’re going out to get a release.”—Rob Greenwald, President, The PowerSport Solution

View all of the powersports products featured in the 2019 SEMA Show New Products Showcase.

Accelerated Systems Inc.
BAC4000

519-342-2507
www.accelerated-systems.com
PN: PC-000002-G

The BAC4000 is a mid-level, high-power, density compact motor controller (inverter). These units are optimized for the latest in lithium-ion battery technology and utilize the latest in field-oriented vector control as well as ASI’s proprietary adaptive sensorless start algorithms.

Dynojet Research Inc.
Power Vision 3 for Yamaha

888-DYNOJET
www.dynojet.com
PN: PV3-22-01

The Power Vision 3 allows users to flash performance tunes via an OEM diagnostic connector to a Yamaha. No need to remove and send out the ECU. Display vehicle data channels in real time. Weather-resistant for use in all conditions. High-contrast display is viewable in direct sunlight.

Full Spectrum Power
P.Motive

703-481-1045
www.fullspectrumpower.com

Welcome to the first generation of a truly revolutionary automotive performance battery created from 10 years of championship race-winning heritage in the powersports market. P.Motive case size is 206x172x184 mm, and the unit features 2000ca/32ah and weighs 12 lbs. Includes low-voltage protection, short-circuit protection, IPT reset and dual +/- terminals.

Hyperco-MW Industries Inc.
UTV Performance Spring Kit

847-565-4763
www.hypercoils.com
PN: 1201HO-1000R-1, TALON 1000R

Hyperco’s line of UTV Performance Spring Kits is a complete suspension upgrade to improve the overall ride quality and performance of the UTV. These dual-spring kits feature the race-winning and trail-dominating spring technology that Hyperco is known for. Everything needed for a complete suspension spring upgrade.

Kleinn Air Horns
Harley-Davidson Dual Air Horn System

520-579-1531
www.kleinn.com
PN: HOGKIT-1

Kleinn Air Horns dual air horn for ’79-and-later Harley-Davidson motorcycles with the classic Cowbell horn cover is a direct-fit, 100% bolt-on installation using only common hand tools. No drilling, cutting or welding required. Includes a 132-dB dual air horn with direct-drive compressor. Installation is easy and quick.

Hypertech
Upper and Lower Door Bags

901-385-1888
www.hypertech.com
PN: 3001010

Storage is a premium on Polaris RZRs, so owners will love the extra space and features of these high-quality bags that are designed for comfort and utility. Built to last, designed with no-sag fit, top load with a generous opening for easy access, and padded protection for knees and elbows. Installs with hand-tools only. Made in the U.S.A.

Ram Mounts
EZ-Roll’r Cradle for Spot X

800-497-7479
www.rammount.com
PN: RAM-HOL-SPO5U

The form-fitting, high-strength composite Ram EZ-Roll’r cradle for the Spot X allows for the attachment of Ram components containing the universal AMPS hole pattern. With the device secure in the cradle and ready for adventure, all buttons and the power port remain fully accessible.

OptiMate High Performance Battery Chargers
Lithium 4S 10A

905-337-2095
www.optimate1.com
PN: TM-275

A high-efficiency diagnostic charger and tester for 12.8V/13.2V LiFePO4/LFP starter or deep-cycle batteries. Features 100–240V 50–60Hz global power input. Ampmatic charge control. Advanced safe recovery. Saves battery from as low as 0.5V. BMS. Wakeup mode. Tune power mode. Stable 13.6V for reflashing or troubleshooting.

SSV Works
’17+ Jeep Wrangler JL Unlimited Vehicle-Specific Sub Enclosure

818-991-1778
www.ssvworks.com
PN: JP1-DS10U

The ’17+ Jeep Wrangler JL Unlimited vehicle-specific sub enclosure is designed for a 10-in. subwoofer and mounts underneath the driver-side passenger seat. It comes with an ABS speaker grille designed to nicely match the Jeep’s aesthetics and does not require any drilling. It utilizes factory hardware to mount.

TrailMaster/BV Powersports
Blazer 150X

817-691-3102
www.bvpowersports.com
PN: BLAZER 150X

Deluxe off-road buggie. Great package for performance and styling. Mag wheels. LED light bar. Performance seats.

TSI Products Inc.
Stratos Climate 5-in. Multi-Fit Under-Dash Heater Kit

800-521-2997
www.stratosclimate.com
PN: SCP7103

Features include variable fan speeds to enhance passenger comfort; temperature control to achieve maximum vehicle comfort; four adjustable vents to customize directional airflow for both driver and passenger. The kit includes all components needed to complete an easy installation under the dash.

View all of the powersports products featured in the 2019 SEMA Show New Products Showcase.

SEMA Member News July 2020

By Ellen McKoy

WTC Talks Tariffs, Technology and The Stage

Attendees engaged in discussion during the WTC Open Meeting.

The Wheel & Tire Council (WTC) has long been a clearinghouse for information on trends, technology, product development and legislative and regulatory issues that affect the market segment it represents. For instance, to assist in the development of new products, the council created the WTC Wheel Measurement Database, which contains wheel measurement information on new vehicles accessible through measuring sessions held periodically at the SEMA Garage.

Other tech tools include the WTC Measuring Kit, the “Wheel Care Guide” and the “Ride Guide.” Over time, the council has also hosted sessions at the SEMA Show on topics related to import taxes, including “Tariffs, Technology and Trends” and “Legal and Regulatory: Navigating the World of Import Tariffs.”

Concerns over restrictions on steel and aluminum imports and the complexities of advanced-vehicle technology continue to be top of mind. To help members gain a better understanding of both matters and their effects on the wheel and tire segment, WTC convened an open meeting at the SEMA Garage.

Open Meeting Dives Into Tariffs

Held in late February, the meeting drew more than 40 WTC members and nonmembers. The fact-filled and interactive day kicked off with a live webinar with SEMA’s government affairs staff, which is based in Washington, D.C. Attending from that office were Daniel Ingber, managing director of government and legal affairs, and Stuart Gosswein, senior director of federal government affairs.

“Tariffs affect many industry segments, but the webinar was really focused around the whole wheel and tire segment in particular and some of the challenges we’re facing,” said WTC Chair Tyson Boyer.

During the session, Ingber and Gosswein touched on the new United States-Mexico-Canada Agreement, which replaced the North American Free Trade Agreement. They dove into the reasons why tariffs were imposed and steel and aluminum tariff issues specifically. Those discussions included two ongoing fair-trade-related federal investigations: Section 232 of the Trade Expansion Act of 1962 and Section 301 of the U.S. Trade Act of 1974.

Section 232 affords the president the ability to impose restrictions on certain imports—in this instance, an overcapacity of steel and aluminum production that depresses prices globally and may violate U.S. fair-trade practices. The purpose of the investigation is to determine the effect of the imports on national security.

Under Section 301, on the other hand, the U.S. government is required to seek to negotiate a settlement with the foreign country, either in the form of compensation or elimination of the trade barrier.

“Daniel and Stuart did an awesome job,” Boyer said. “They gave us the Reader’s Digest version of tariffs from start to current state—a better understanding of the different tiers of tariffs that went into play and a better understanding of the trade imbalance. They also highlighted SEMA’s position supporting protection of fair trade but that using tariffs hurts importers, consumers and our industry. Overall, it was a fantastic session, provided great engagement with the audience, and we’re thankful for SEMA’s support.”

The group also took a field trip to Hansen VTF Labs in nearby Anaheim. The calibration facility specializes in correctly calibrating new vehicles equipped with advanced safety systems, known as advanced driver-assistance systems (ADAS). In addition to an ADAS overview, the group was treated to a demonstration.

“Changing a wheel package from the standard OE size or installing a six-inch lift changes the ride height,” Boyer noted. “The Hansen team simulated a 6-in. lift on a ’19 Toyota Tacoma. It was a successful calibration and a great day, with a lot of engagement, a chance to network and to look at all the opportunities that are added value with a WTC membership.”

Founder of DUB, Myles Kovacs (right), interviewing WTC Chairman Tyson Boyer (center) and WTC Chair-Elect Todd Steen (left) at The Stage debut during the 2019 SEMA Show.

The Stage Returns to Vegas

While the world gradually regains traction in the wake of the COVID-19 pandemic, WTC is already planning for an encore performance of The Stage. Debuted at last year’s SEMA Show, The Stage featured daily interviews and conversations with some of the industry’s most prominent players, thought leaders, influencers and celebrities.

Held in the Lower South Hall of the Las Vegas Convention Center, in the heart of the Global Tire Expo, the event was hosted by Myles Kovacs, publisher and founder of DUB magazine.

“The Stage was amazing,” Kovacs said. “I was lucky to be the host and interviewed about 16 different industry icons. It was such a great event, and I learned a lot from the interviews. Being in the business for more than 20 years, you’d think I know everybody. But hearing the stories, I got a new appreciation for the people in this industry and the passion they have for what they do.”

While details for this year are still in the early planning stage, Boyer said that the WTC has a roadmap.

“We continue to have conversations with Nathan Ridnouer [SEMA vice president of councils and membership] and his team, and we have established a task force,” Boyer said. “Our next steps are to identify whose voices and topics will be at the Show and the steps we need to take to ramp up. We are very excited that Myles will return as the host. He mounted an awesome job at our inaugural event last year and made it a success. He’s highly engaged and super knowledgeable, and we plan to harness that wisdom and share it.”

Stay tuned for details. In the interim, videos of last year’s interviews can be seen on various social-media channels, including the SEMA Education Facebook page, Instagram and YouTube.

SEMA Member News July 2020

By Ellen McKoy

WTC Talks Tariffs, Technology and The Stage

Attendees engaged in discussion during the WTC Open Meeting.

The Wheel & Tire Council (WTC) has long been a clearinghouse for information on trends, technology, product development and legislative and regulatory issues that affect the market segment it represents. For instance, to assist in the development of new products, the council created the WTC Wheel Measurement Database, which contains wheel measurement information on new vehicles accessible through measuring sessions held periodically at the SEMA Garage.

Other tech tools include the WTC Measuring Kit, the “Wheel Care Guide” and the “Ride Guide.” Over time, the council has also hosted sessions at the SEMA Show on topics related to import taxes, including “Tariffs, Technology and Trends” and “Legal and Regulatory: Navigating the World of Import Tariffs.”

Concerns over restrictions on steel and aluminum imports and the complexities of advanced-vehicle technology continue to be top of mind. To help members gain a better understanding of both matters and their effects on the wheel and tire segment, WTC convened an open meeting at the SEMA Garage.

Open Meeting Dives Into Tariffs

Held in late February, the meeting drew more than 40 WTC members and nonmembers. The fact-filled and interactive day kicked off with a live webinar with SEMA’s government affairs staff, which is based in Washington, D.C. Attending from that office were Daniel Ingber, managing director of government and legal affairs, and Stuart Gosswein, senior director of federal government affairs.

“Tariffs affect many industry segments, but the webinar was really focused around the whole wheel and tire segment in particular and some of the challenges we’re facing,” said WTC Chair Tyson Boyer.

During the session, Ingber and Gosswein touched on the new United States-Mexico-Canada Agreement, which replaced the North American Free Trade Agreement. They dove into the reasons why tariffs were imposed and steel and aluminum tariff issues specifically. Those discussions included two ongoing fair-trade-related federal investigations: Section 232 of the Trade Expansion Act of 1962 and Section 301 of the U.S. Trade Act of 1974.

Section 232 affords the president the ability to impose restrictions on certain imports—in this instance, an overcapacity of steel and aluminum production that depresses prices globally and may violate U.S. fair-trade practices. The purpose of the investigation is to determine the effect of the imports on national security.

Under Section 301, on the other hand, the U.S. government is required to seek to negotiate a settlement with the foreign country, either in the form of compensation or elimination of the trade barrier.

“Daniel and Stuart did an awesome job,” Boyer said. “They gave us the Reader’s Digest version of tariffs from start to current state—a better understanding of the different tiers of tariffs that went into play and a better understanding of the trade imbalance. They also highlighted SEMA’s position supporting protection of fair trade but that using tariffs hurts importers, consumers and our industry. Overall, it was a fantastic session, provided great engagement with the audience, and we’re thankful for SEMA’s support.”

The group also took a field trip to Hansen VTF Labs in nearby Anaheim. The calibration facility specializes in correctly calibrating new vehicles equipped with advanced safety systems, known as advanced driver-assistance systems (ADAS). In addition to an ADAS overview, the group was treated to a demonstration.

“Changing a wheel package from the standard OE size or installing a six-inch lift changes the ride height,” Boyer noted. “The Hansen team simulated a 6-in. lift on a ’19 Toyota Tacoma. It was a successful calibration and a great day, with a lot of engagement, a chance to network and to look at all the opportunities that are added value with a WTC membership.”

Founder of DUB, Myles Kovacs (right), interviewing WTC Chairman Tyson Boyer (center) and WTC Chair-Elect Todd Steen (left) at The Stage debut during the 2019 SEMA Show.

The Stage Returns to Vegas

While the world gradually regains traction in the wake of the COVID-19 pandemic, WTC is already planning for an encore performance of The Stage. Debuted at last year’s SEMA Show, The Stage featured daily interviews and conversations with some of the industry’s most prominent players, thought leaders, influencers and celebrities.

Held in the Lower South Hall of the Las Vegas Convention Center, in the heart of the Global Tire Expo, the event was hosted by Myles Kovacs, publisher and founder of DUB magazine.

“The Stage was amazing,” Kovacs said. “I was lucky to be the host and interviewed about 16 different industry icons. It was such a great event, and I learned a lot from the interviews. Being in the business for more than 20 years, you’d think I know everybody. But hearing the stories, I got a new appreciation for the people in this industry and the passion they have for what they do.”

While details for this year are still in the early planning stage, Boyer said that the WTC has a roadmap.

“We continue to have conversations with Nathan Ridnouer [SEMA vice president of councils and membership] and his team, and we have established a task force,” Boyer said. “Our next steps are to identify whose voices and topics will be at the Show and the steps we need to take to ramp up. We are very excited that Myles will return as the host. He mounted an awesome job at our inaugural event last year and made it a success. He’s highly engaged and super knowledgeable, and we plan to harness that wisdom and share it.”

Stay tuned for details. In the interim, videos of last year’s interviews can be seen on various social-media channels, including the SEMA Education Facebook page, Instagram and YouTube.

SEMA Member News July 2020

By Ellen McKoy

TORA Initiatives Serve a Diverse Membership

TORA members joined the networking event hosted at King of Hammers.

TORA Member Spotlight features Sara Morosan of LGE-CTS Motorsports.

Truck culture is at the heart of the Truck & Off-Road Alliance (TORA). From its earliest days as the Truck Cap Industry Association, which later morphed into the Truck Cap & Accessory Association, to its more recent identity as the Light Truck & Accessory Alliance (LTAA), the group has continually maintained a forward-thinking approach to embracing businesses that can benefit from and contribute to the success of the industry.

With that thought in mind, LTAA last year reached out to and joined forces with the off-road segment. That in turn led to the council’s rebranding as TORA, a blending of two vibrant market segments into a unified coalition.

According to TORA Chair Erika Marquez, keeping the word “truck” in the name indicated the council’s commitment to its core constituency of cap and accessory companies. At the same time, “off-road” marked both the council’s and the industry’s evolution as it aligned itself with the off-road sector.

“We want to make sure that our core membership of light-truck equipment companies continues to feel embraced while we also want to build and maintain our commitment to the off-road community,” she said. “That’s our goal.”

In looking at ways to help both groups feel connected, TORA first focused on attending various truck-centric events. In late January, the group joined desert racers and rock crawlers for King of the Hammers in Johnson Valley, California

TORA was next slated to attend the Ultimate Callout Challenge for diesel trucks in Indianapolis and the Overland Expo in Phoenix, but with SEMA travel restrictions in place through at least the end of May due to the coronavirus, all event planning was put on hold. Still, that hasn’t stopped TORA from following through with other initiatives.

Delivering Value Through Education

Council leaders engage in long-range strategy sessions each year. During the SEMA Leadership Summit last year, the TORA select committee set its sights on implementing new projects designed to enhance the value of membership. For starters, they zoomed in on education.

“When putting our plans together for 2020, the select committee agreed that it was important to find ways to offer additional value to our members,” Marquez said. “We decided that offering some education forums was important to building both value and community.”

For insight into topics that might be of interest, TORA conducted an online member survey.

“We asked what their primary educational interests were as light-truck and off-road professionals,” noted Sherry Kollien, chair of the council’s education and technology subcommittee. “We got back four categories: business operations, marketing, social media and advanced-vehicle technology, which encompasses advanced driver-assistance systems.”

Interestingly, those were the same categories the select committee already had in mind.

From a technology standpoint, TORA is working with SEMA Garage staff to help members gain much-needed information and a better understanding of how to navigate and adapt to the complexities of advanced driver-assistance systems. Kollien noted that TORA is also working collaboratively with the Emerging Trends & Technology Network.

TORA also plans to present educational forums during the SEMA Show. As of press time, two sessions were on tap. First up was a panel discussion titled “More Than Just Jeeping: Other Ways People Go Off-Road.” Slated for Wednesday, November 4, the session will include shop owners, auto journalists and influencers who will talk about the ever-expanding off-road segment and how to capitalize on new opportunities.

An Off-Road Builders Panel, powered by TORA, is scheduled for Thursday, November 5. The session will feature manufacturers and builders and offer insights into trends, identify market opportunities and address the realities of custom and performance builds.

While noting that TORA is still exploring ways in which to address the other categories of interest, Kollien encouraged members to continue offering feedback.

“The value of the education and technology subcommittee for TORA members is that we are able to provide the information they’re looking for to help their businesses flourish by being involved and giving feedback,” she said.

Spotlighting Volunteers

TORA also aims to build a sense of community and enhance the value of council participation through recognition of members who take the time to volunteer, but for TORA, volunteerism extends beyond the select committee to include more than a dozen members at large who have stepped up to the plate to help out on subcommittees and task forces.

Taking a page out of the SEMA Businesswomen’s Network and the Young Executives Network’s playbooks, TORA has launched its own version of the popular Member Spotlights. The new initiative, dubbed the TORA Volunteer Member Spotlight, will feature each of the volunteers. The spotlights will appear periodically on TORA’s Facebook page, in SEMA eNews, and in other social-media platforms.

“Because we have so many volunteers who are not on the select committee but are part of our task forces, we want to recognize and thank them for their service,” Marquez said. “All of the volunteers help contribute to the success of our programs and our council.”

SEMA Member News July 2020

By Ellen McKoy

TORA Initiatives Serve a Diverse Membership

TORA members joined the networking event hosted at King of Hammers.

TORA Member Spotlight features Sara Morosan of LGE-CTS Motorsports.

Truck culture is at the heart of the Truck & Off-Road Alliance (TORA). From its earliest days as the Truck Cap Industry Association, which later morphed into the Truck Cap & Accessory Association, to its more recent identity as the Light Truck & Accessory Alliance (LTAA), the group has continually maintained a forward-thinking approach to embracing businesses that can benefit from and contribute to the success of the industry.

With that thought in mind, LTAA last year reached out to and joined forces with the off-road segment. That in turn led to the council’s rebranding as TORA, a blending of two vibrant market segments into a unified coalition.

According to TORA Chair Erika Marquez, keeping the word “truck” in the name indicated the council’s commitment to its core constituency of cap and accessory companies. At the same time, “off-road” marked both the council’s and the industry’s evolution as it aligned itself with the off-road sector.

“We want to make sure that our core membership of light-truck equipment companies continues to feel embraced while we also want to build and maintain our commitment to the off-road community,” she said. “That’s our goal.”

In looking at ways to help both groups feel connected, TORA first focused on attending various truck-centric events. In late January, the group joined desert racers and rock crawlers for King of the Hammers in Johnson Valley, California

TORA was next slated to attend the Ultimate Callout Challenge for diesel trucks in Indianapolis and the Overland Expo in Phoenix, but with SEMA travel restrictions in place through at least the end of May due to the coronavirus, all event planning was put on hold. Still, that hasn’t stopped TORA from following through with other initiatives.

Delivering Value Through Education

Council leaders engage in long-range strategy sessions each year. During the SEMA Leadership Summit last year, the TORA select committee set its sights on implementing new projects designed to enhance the value of membership. For starters, they zoomed in on education.

“When putting our plans together for 2020, the select committee agreed that it was important to find ways to offer additional value to our members,” Marquez said. “We decided that offering some education forums was important to building both value and community.”

For insight into topics that might be of interest, TORA conducted an online member survey.

“We asked what their primary educational interests were as light-truck and off-road professionals,” noted Sherry Kollien, chair of the council’s education and technology subcommittee. “We got back four categories: business operations, marketing, social media and advanced-vehicle technology, which encompasses advanced driver-assistance systems.”

Interestingly, those were the same categories the select committee already had in mind.

From a technology standpoint, TORA is working with SEMA Garage staff to help members gain much-needed information and a better understanding of how to navigate and adapt to the complexities of advanced driver-assistance systems. Kollien noted that TORA is also working collaboratively with the Emerging Trends & Technology Network.

TORA also plans to present educational forums during the SEMA Show. As of press time, two sessions were on tap. First up was a panel discussion titled “More Than Just Jeeping: Other Ways People Go Off-Road.” Slated for Wednesday, November 4, the session will include shop owners, auto journalists and influencers who will talk about the ever-expanding off-road segment and how to capitalize on new opportunities.

An Off-Road Builders Panel, powered by TORA, is scheduled for Thursday, November 5. The session will feature manufacturers and builders and offer insights into trends, identify market opportunities and address the realities of custom and performance builds.

While noting that TORA is still exploring ways in which to address the other categories of interest, Kollien encouraged members to continue offering feedback.

“The value of the education and technology subcommittee for TORA members is that we are able to provide the information they’re looking for to help their businesses flourish by being involved and giving feedback,” she said.

Spotlighting Volunteers

TORA also aims to build a sense of community and enhance the value of council participation through recognition of members who take the time to volunteer, but for TORA, volunteerism extends beyond the select committee to include more than a dozen members at large who have stepped up to the plate to help out on subcommittees and task forces.

Taking a page out of the SEMA Businesswomen’s Network and the Young Executives Network’s playbooks, TORA has launched its own version of the popular Member Spotlights. The new initiative, dubbed the TORA Volunteer Member Spotlight, will feature each of the volunteers. The spotlights will appear periodically on TORA’s Facebook page, in SEMA eNews, and in other social-media platforms.

“Because we have so many volunteers who are not on the select committee but are part of our task forces, we want to recognize and thank them for their service,” Marquez said. “All of the volunteers help contribute to the success of our programs and our council.”

By Ellen McKoy

SEMA Member News July 2020

PRO: Making a Difference Through Cooperative Action

PRO Select Committee Member Colby McLaughlin of Trim Illusion.

When the SEMA Board of Directors approved the creation of a council structure in 1993 (in lieu of committees that existed at the time), the concept was considered somewhat radical. In the decades since, the council model has not only taken hold but mushroomed.

From the original three councils—the Automotive Restoration Market Organization, the Professional Restylers Organization (PRO) and the Street Rod Market Alliance (now the Hot Rod Industry Alliance)—there are now six, along with three networks. The groups embrace and represent virtually every segment of the marketplace.

While each group dances to a somewhat different tune and implements strategies and programs specific to its target niche, there is a common thread: It’s all about enthusiasm for a vibrant aftermarket industry—an industry about which members care enough to ensure its longevity and the success of their own businesses.

For some, this passion translates into a sort of grassroots action to be on the front lines, helping to move a council—and ultimately a particular market segment—toward a positive growth mode. Those are the folks who get involved.

They attend council membership meetings and events. They network with their peers. And, in many instances, they volunteer their time and expertise by serving on a council select committee.

Such is the case for three relative newcomers to the PRO select committee. Elected last year to their first terms, they joined a group of fellow volunteers who help guide the council and implement its agenda.

Cristina Jorge of Specialty Auto Treatments is a second-generation restyler. Industry veteran Rod Bennett heads up Chrome Enhancements, a Keystone Automotive Industries company. Colby McLaughlin is a lifelong enthusiast and customizer and president of Trim Illusion. They recently shared their thoughts on what motivates their engagement and the ways in which PRO delivers value to its membership and the industry.

SEMA Member News: What motivated you to get involved in PRO?

PRO Select Committee Member, Cristina Jorge (middle) from Specialty Auto Treatments speaking at the 2019 SEMA Show PRO Reception.

Cristina Jorge: My involvement in PRO began in 2017 after I became involved with a group of restylers who share ideas and best business practices. In the group, I learned the importance of involvement, continuous learning, and improvement within the automotive industry. What affects one restyler will typically affect others. The ability to have a platform to share and learn within a network of industry professionals is what motivated me to be involved in PRO.

Rod Bennett: I was asked to attend a PRO breakfast meeting at the SEMA Show in 2017. I was impressed by the people at the meeting and thought it would be a great networking opportunity. I had attended the Show for over 30 years and never knew about PRO. I was excited when I found out that there is an organization that focuses on restyling.

Colby McLaughlin: I heard about the great initiatives being driven by the PRO council while networking with customers and other manufacturers. The SEMA Show has played a huge role in the development of my career. Fifteen years ago, while displaying the TLC Rides’ “Summer School Chevelle” at the Show, I received my first career opportunity. The Show has been the nucleus of my career growth, so I wanted to give back.

SMN: What is it about PRO that makes it valuable to the restyling industry?

CJ: The value of PRO has two layers: the value that members see and use, and the value that all members inherently benefit from. For example, the SEMA Accessory Sales Professional (SASP) exam and certificate provide value to members that they can use and put into practice. On the other end, we have committee members who work on keeping the membership updated on [issues] that affect restylers and what they can do to overcome them. Keeping restylers at the forefront of the aftermarket is essential to our industry.

RB: There is a wealth of experienced and successful business owners who are members of PRO. The select committee is composed of seasoned and experienced professionals who are on the front lines of distribution, manufacturing and restyling. Council [members] can collaborate to bring changes to an evolving marketplace. This collaboration and leadership is important to the future health of the restyling industry.

CM: PRO is a melting pot of motivated restylers, manufacturers and other support systems anxious to move the needle for our segment. I’m constantly impressed by the drive and sacrifices of those whose goal is a stronger restyling industry. With a room full of extremely intelligent and talented people, there is one objective: how to better serve our PRO-member companies.

SMN: What are some of the benefits of PRO membership?

CJ: Knowledge is power. The council’s work on the “PRO Sales Training Manual,” the vehicle accessorization flyer, the SASP certificate program and the PRO Cup Challenge is invaluable information for a restyler. As vehicle manufacturers get more involved [in accessorizing], automotive dealerships are beginning to see more value in information, data or accreditation that is backed by SEMA, the organization recognized as an authority when it comes to the aftermarket industry.

PRO Select Committee Member Rod Bennett of Chrome Enhancements.

RB: I find the creation of the “PRO Sales Training Manual,” the sales certificate program, the letter from SEMA President Chris Kersting addressing warranty concerns and the PRO Cup Challenge to be incredibly beneficial. I have more than 70 sales reps, and all have passed the SASP exam. That was important to my business, my reps and my customers. It built credibility with my customers, and my reps were proud to have their certificates. It built their confidence and helped to increase sales.

We were also able to partake in the PRO Cup Challenge at last year’s SEMA Show. We built a Gladiator, and I watched several attendees come to the PRO booth and ask questions. Programs such as that help to increase interest and drive more [people] into the space.

CM: There is something for everyone. The “PRO Sales Training Manual,” complemented by the SASP certificate, should be implemented in every automotive business that sells to dealerships. Our whole team took the test, even though they don’t all deal directly with dealerships, but I wanted to make sure they were familiar with our customers’ side of the business if a restyler called.

The PRO Cup Challenge is an exciting one. It allowed restylers at the 2019 Show to identify packages they could immediately take home and build for their local dealerships. After our inaugural year, we have been overwhelmed by the positive response from member companies using replicated packages to open new business opportunities.

SMN: What do you see as the most significant restyling trends?

CJ: Lifted trucks continue to dominate the industry. However, I have noticed that outdoor camping equipment has started to take over quickly. From vehicle-mounted rooftop tents to enclosed hammock-like shelters, sleeping outdoors is more elevated than ever.

RB: The industry is constantly changing. The biggest change we see is with automotive dealership groups. The bigger auto groups are buying smaller auto dealerships, which is requiring restylers to make changes in the way they approach restyling and servicing dealerships.

CM: Overlanding is standing strong. With most OEs phasing out production of most of their sedans and offering more SUV/CUV models, the opportunities are endless in the restyling industry.

SMN: With one year of select committee service under your belt, what are your main goals going forward?

CJ: As chair of the communications subcommittee, one of my major objectives is to make sure that PRO members get the most value out of their membership by making information more easily available [through] PRO’s communication platforms on social media.

RB: I enjoy working on the committee. I have multiple responsibilities outside of the council that pull me in different directions each day, so it is refreshing to take time away from the day to day and work with fellow professionals to focus on the future of the industry.

CM: My goal moving forward is what PRO-member companies need in order to better our industry. I currently chair the SEMA Show seminar task force and the membership subcommittee as well as helping out with the PRO Cup Challenge. But at the end of the day, it is up to our member companies to help shape the goals and objectives of PRO.

By Ellen McKoy

SEMA Member News July 2020

PRO: Making a Difference Through Cooperative Action

PRO Select Committee Member Colby McLaughlin of Trim Illusion.

When the SEMA Board of Directors approved the creation of a council structure in 1993 (in lieu of committees that existed at the time), the concept was considered somewhat radical. In the decades since, the council model has not only taken hold but mushroomed.

From the original three councils—the Automotive Restoration Market Organization, the Professional Restylers Organization (PRO) and the Street Rod Market Alliance (now the Hot Rod Industry Alliance)—there are now six, along with three networks. The groups embrace and represent virtually every segment of the marketplace.

While each group dances to a somewhat different tune and implements strategies and programs specific to its target niche, there is a common thread: It’s all about enthusiasm for a vibrant aftermarket industry—an industry about which members care enough to ensure its longevity and the success of their own businesses.

For some, this passion translates into a sort of grassroots action to be on the front lines, helping to move a council—and ultimately a particular market segment—toward a positive growth mode. Those are the folks who get involved.

They attend council membership meetings and events. They network with their peers. And, in many instances, they volunteer their time and expertise by serving on a council select committee.

Such is the case for three relative newcomers to the PRO select committee. Elected last year to their first terms, they joined a group of fellow volunteers who help guide the council and implement its agenda.

Cristina Jorge of Specialty Auto Treatments is a second-generation restyler. Industry veteran Rod Bennett heads up Chrome Enhancements, a Keystone Automotive Industries company. Colby McLaughlin is a lifelong enthusiast and customizer and president of Trim Illusion. They recently shared their thoughts on what motivates their engagement and the ways in which PRO delivers value to its membership and the industry.

SEMA Member News: What motivated you to get involved in PRO?

PRO Select Committee Member, Cristina Jorge (middle) from Specialty Auto Treatments speaking at the 2019 SEMA Show PRO Reception.

Cristina Jorge: My involvement in PRO began in 2017 after I became involved with a group of restylers who share ideas and best business practices. In the group, I learned the importance of involvement, continuous learning, and improvement within the automotive industry. What affects one restyler will typically affect others. The ability to have a platform to share and learn within a network of industry professionals is what motivated me to be involved in PRO.

Rod Bennett: I was asked to attend a PRO breakfast meeting at the SEMA Show in 2017. I was impressed by the people at the meeting and thought it would be a great networking opportunity. I had attended the Show for over 30 years and never knew about PRO. I was excited when I found out that there is an organization that focuses on restyling.

Colby McLaughlin: I heard about the great initiatives being driven by the PRO council while networking with customers and other manufacturers. The SEMA Show has played a huge role in the development of my career. Fifteen years ago, while displaying the TLC Rides’ “Summer School Chevelle” at the Show, I received my first career opportunity. The Show has been the nucleus of my career growth, so I wanted to give back.

SMN: What is it about PRO that makes it valuable to the restyling industry?

CJ: The value of PRO has two layers: the value that members see and use, and the value that all members inherently benefit from. For example, the SEMA Accessory Sales Professional (SASP) exam and certificate provide value to members that they can use and put into practice. On the other end, we have committee members who work on keeping the membership updated on [issues] that affect restylers and what they can do to overcome them. Keeping restylers at the forefront of the aftermarket is essential to our industry.

RB: There is a wealth of experienced and successful business owners who are members of PRO. The select committee is composed of seasoned and experienced professionals who are on the front lines of distribution, manufacturing and restyling. Council [members] can collaborate to bring changes to an evolving marketplace. This collaboration and leadership is important to the future health of the restyling industry.

CM: PRO is a melting pot of motivated restylers, manufacturers and other support systems anxious to move the needle for our segment. I’m constantly impressed by the drive and sacrifices of those whose goal is a stronger restyling industry. With a room full of extremely intelligent and talented people, there is one objective: how to better serve our PRO-member companies.

SMN: What are some of the benefits of PRO membership?

CJ: Knowledge is power. The council’s work on the “PRO Sales Training Manual,” the vehicle accessorization flyer, the SASP certificate program and the PRO Cup Challenge is invaluable information for a restyler. As vehicle manufacturers get more involved [in accessorizing], automotive dealerships are beginning to see more value in information, data or accreditation that is backed by SEMA, the organization recognized as an authority when it comes to the aftermarket industry.

PRO Select Committee Member Rod Bennett of Chrome Enhancements.

RB: I find the creation of the “PRO Sales Training Manual,” the sales certificate program, the letter from SEMA President Chris Kersting addressing warranty concerns and the PRO Cup Challenge to be incredibly beneficial. I have more than 70 sales reps, and all have passed the SASP exam. That was important to my business, my reps and my customers. It built credibility with my customers, and my reps were proud to have their certificates. It built their confidence and helped to increase sales.

We were also able to partake in the PRO Cup Challenge at last year’s SEMA Show. We built a Gladiator, and I watched several attendees come to the PRO booth and ask questions. Programs such as that help to increase interest and drive more [people] into the space.

CM: There is something for everyone. The “PRO Sales Training Manual,” complemented by the SASP certificate, should be implemented in every automotive business that sells to dealerships. Our whole team took the test, even though they don’t all deal directly with dealerships, but I wanted to make sure they were familiar with our customers’ side of the business if a restyler called.

The PRO Cup Challenge is an exciting one. It allowed restylers at the 2019 Show to identify packages they could immediately take home and build for their local dealerships. After our inaugural year, we have been overwhelmed by the positive response from member companies using replicated packages to open new business opportunities.

SMN: What do you see as the most significant restyling trends?

CJ: Lifted trucks continue to dominate the industry. However, I have noticed that outdoor camping equipment has started to take over quickly. From vehicle-mounted rooftop tents to enclosed hammock-like shelters, sleeping outdoors is more elevated than ever.

RB: The industry is constantly changing. The biggest change we see is with automotive dealership groups. The bigger auto groups are buying smaller auto dealerships, which is requiring restylers to make changes in the way they approach restyling and servicing dealerships.

CM: Overlanding is standing strong. With most OEs phasing out production of most of their sedans and offering more SUV/CUV models, the opportunities are endless in the restyling industry.

SMN: With one year of select committee service under your belt, what are your main goals going forward?

CJ: As chair of the communications subcommittee, one of my major objectives is to make sure that PRO members get the most value out of their membership by making information more easily available [through] PRO’s communication platforms on social media.

RB: I enjoy working on the committee. I have multiple responsibilities outside of the council that pull me in different directions each day, so it is refreshing to take time away from the day to day and work with fellow professionals to focus on the future of the industry.

CM: My goal moving forward is what PRO-member companies need in order to better our industry. I currently chair the SEMA Show seminar task force and the membership subcommittee as well as helping out with the PRO Cup Challenge. But at the end of the day, it is up to our member companies to help shape the goals and objectives of PRO.

SEMA Member News July 2020

By Ellen McKoy

MPMC Media Trade Conference Keeps Pace With Evolving Media Demographic

Creating a business climate that fosters growth and success for its members is at the heart of the Motorsports Parts Manufacturers Council’s (MPMC) mission. To that end, the MPMC provides a range of resources—legislative and technical support, the Racing & Performance Section at the SEMA Show, seminars at the Performance Racing Industry Trade Show, and the “MPMC Business Guidelines Manual,” to name a few. But the council is perhaps best known for its annual Media Trade Conference.

The event was launched in 1998 as the MPMC Media Trade Expo—an idea that had bubbled up during the council’s 1997 long-range planning session. To better reflect the program’s format and focus, the name was changed in 1999.

The concept—which still holds true today—provides members with the opportunity to interface with automotive media to disseminate information about the industry’s products and technology and to increase both media and consumer awareness. Over the years, the conference has continued to grow, ranging from 23 manufacturers in 1998 to 100 each year since 2009.

While the format and focus have remained relatively unaltered, the media landscape has changed dramatically. For years, print journalists made up the bulk of the media who attended the conference. Digital media later joined the mix. Now that there are far fewer print publications, conference planners have set their sights on a new media outlet: social-media influencers.

“From the perspective of the Media Trade Conference, we’ve seen a shift in focus,” said MPMC Chair Rob Fisher. “We’ve morphed from being what I call a singular print outlet—what it was 15 or so years ago—to a mix of print and digital, then to print, digital, video and social media, and to now include social-media influencers as well. So we have all these options and different platforms that we, as manufacturers, can utilize to deliver our message.”

Tapping an Untapped Resource

Exhibitor Flex-A-Lite, pitching products during meeting session.

As the ranks of print media diminished over the last five years, the MPMC select committee took a methodical approach to expanding its audience. Fisher said that the committee asked itself two questions: How do we figure out where the next generation of automotive journalists comes from? And how do current automotive enthusiasts consume information?

As the committee members dove deeper and learned more about the impact of influencers (builders or racers involved in various aspects of motorsports), they put together a list of 10 known contacts and invited them to attend the January conference. The member response overall was positive, but how to grow the number of influencers was a sticking point.

To that end, the select committee reached out to SEMA, which had an existing relationship with the DriveShop, a marketing firm with a network of lifestyle and social-media influencers and the ability to connect automotive brands with their audiences.

“We recognized that we needed guidance from the DriveShop,” Fisher said. “They can track impressions on social media. They can identify influencers based on a set of goals. They were able to help us bring new social-media influencers to the trade conference, and we could track the effectiveness.”

MPMC Chair Rob Fisher.

The results spoke for themselves. The DriveShop successfully recruited 18 social-media influencers to the event. The total number of influencer impressions from January through March was an impressive 1,415,853, with an audience reach of 1,261,592 and a social-media value of $127,785.

For many of the manufacturers, it was their first exposure to influencers—and vice versa. Based on post-event feedback, both groups expressed enthusiasm about working together, and the MPMC select committee and SEMA staff are already strategizing for the 2021 conference.

“The response to this year’s event was very positive, but the key is education,” Fisher said. “The trick is making sure that everybody is prepared. Manufacturers don’t necessarily know how to [engage] with influencers, and influencers don’t necessarily know how to take advantage of what the Media Trade Conference is all about.

“Our select committee knows what we need to do to ensure that our membership base is the benefactor of this program. To that end, we’ve put together a task force responsible for developing webinars that we are in the process of rolling out and for getting the program up and running. The SEMA Board and staff are completely behind the program and are very excited about it. The 2021 conference will be the best one yet. That’s our goal.”