Sun, 03/01/2020 - 16:15

SEMA News—March 2020

The “PRO Sales Training Manual” is available as a hard copy for purchase, bound in a three-ring binder, or in a free electronic format for easy use on a tablet or PC.

By Ellen Mckoy

PRO Resource Recognizes Restyler Skills and Expertise

Competition is stiff, so what are you doing to increase sales? If your shop’s core business stems primarily from dealer-direct sales, start the year off with a bang by earning a coveted credential that can take your sales career to the next level and deliver a competitive edge.

We’re talking about the SEMA Accessory Sales Professional (SASP) certificate program. The new resource, inspired and presented by SEMA’s Professional Restylers Organization (PRO), is designed to help restylers, installers and accessory retailers build a more prosperous dealer-direct business through recognition of their sales skills
and expertise.

Invest in Your Career

The SASP certificate program is geared toward shop owners and employees who seek to earn recognition for their achievements, so if you’re looking for ways to increase sales and set your shop apart from the pack, investing in yourself and your sales personnel is a smart way to improve your business and gain a valuable marketing advantage.

The SASP consists of two parts. First, there’s the “PRO Sales Training Manual: A Restyler’s Guide to Selling Dealer Direct.” Developed by industry experts and volunteers from both PRO and the Truck & Off-Road Alliance (TORA), the 80-page, easy-to-read guidebook covers virtually every aspect of a dealer-direct sales strategy.

The second part is a knowledge-based online exam centered on the sales manual. Advanced study of the manual is recommended. The five-section exam consists of 50 multiple-choice questions and answers tied to core topics:

  • Customer relations and strategy covers knowledge of key elements of sales processes and strategies.
  • Salesperson knowledge and practices covers knowledge and understanding of salesperson best practices.
  • Business structure and sales process covers knowledge of dealership operations and guidelines for sales success.
  • Marketing and promotion covers branding, marketing and promoting one’s company.
  • SEMA (PRO) recommended business practices and preparations covers knowledge and understanding of the “PRO Codes of Recommended Business Practices” and “The Essentials of Successful Sales Meetings.”

Upon completing the exam, the participant’s score is immediately posted. Those who pass are awarded an accessory sales professional certificate and badge and also receive the SASP logo, which is suitable for printing on business cards and other marketing collateral.

Get the Designation That Gets You Noticed

Those who pass are awarded an accessory sales professional certificate and badge and also receive the SASP logo, which is suitable for printing on business cards and other marketing collateral.

To date, nearly 150 restyling pros have earned their SASP certificates. While most participants thus far are PRO-member restylers or retailers and their sales personnel, other member companies have also stepped up to the plate.

Bill North, who heads up sales for Katzkin Leather, is a member of the PRO select committee and the chair of the council’s sales certificate subcommittee. He was among the first to take and pass the exam.

“OEMs and large dealer groups have utilized exams to accredit salespeople for many years,” North said. “PRO is following that path with the SEMA Accessory Sales Professional initiative, which gives us a credible way to tangibly demonstrate a level of sales professionalism. So take the test, pass the test, and be proud of your achievement.”

But achieving SASP accreditation isn’t a slam dunk. The test is designed to measure a candidate’s real-world knowledge, so it stands to reason that it not only requires some job experience but also study and knowledge of sales strategies.

At Chrome Enhancements, a nationwide accessory retailer, the goal is to get everyone on board.

“We have made it our goal at Chrome Enhancements to have our entire workforce review the sales manual and then hopefully pass the test,” said Rod Bennett, general manager and a PRO select committee member. “At last check, we have about 40 who have passed, so we’re about halfway to our goal of 80.”

Reviewing the sales manual has proved worthwhile for restylers as well. In September, while Hurricane Dorian plowed through the Florida coast, Cristina Jorge of Specialty Automotive Treatments in Ft. Lauderdale gathered her sales team.

“We took advantage of the stormy weather and had my sales team here for a sales manual study-and-share day,” said Jorge, also a member of the PRO select committee. “We all found the training manual to be super-useful, making highlights and discussing practices we currently use and some we don’t and plan to implement. We all took the SEMA Accessory Sales Professional exam and passed.”

Tony Hinton, general manager at AutoPlex Restyling Centers, which operates three facilities in the market around Denver, Colorado, has been a SASP booster since the get-go. Determined to be the first PRO-member restyling business to see its salespeople earn certificates, he organized a study group. The investment was well worth the effort.

“Most people don’t like taking tests,” said Hinton, another a select committee member. “So I organized a study group around a breakfast-club theme to make it a fun, interactive day. For us, the camaraderie built internally by studying the sales manual together and taking the test together was a team-building effort, and it paid off. Our salespeople are now accredited, and it’s really built self-esteem and pride.”

It has also opened dealership doors.

“The SASP logo is on our business cards, and it has been an icebreaker at a few dealerships that wouldn’t give us the time of day before but have now given us some business,” Hinton said. “The SASP accreditation really adds credibility to what we do as professional restylers.”

Join the Cause

The “PRO Sales Training Manual” is available as a hard copy for purchase, bound in a three-ring binder, or in a free electronic format for easy use on a tablet or PC.

If you are not yet a member of PRO, now is a great time to join and take advantage of the discounted price for the manual and the exam and to learn more about the many other council resources. If you are already a member, take your membership—and your company—to the next level.

The special PRO/TORA-member price for the printed version of the manual is $24.95, and the member price for the exam—which can be taken multiple times at no additional cost if necessary—is $19.99 per individual. The nonmember cost for the printed version is $149.95; the nonmember cost for the test is $39.99 per exam.

For more information or to receive the discounted member price for the manual and the exam, contact SEMA Council and Network Marketing and Communications Specialist Kristopher Porter by phone at 909-378-4859 or via email kristopherp@sema.org.

Sun, 03/01/2020 - 16:05

SEMA News—March 2020

Former MPMC Chairman Rich Barsamian (left) of Advanced Clutch Technology and Mike Thermos of Nitrous Supply were inducted into the MPMC Hall of Fame at the 2019 PRI Trade Show.

By SEMA Editors

MPMC Delivers a Competitive Edge

Unlike most of the other SEMA councils and networks, the Motorsports Parts Manufacturers Council (MPMC) does not mark the SEMA Show in November as the beginning of “the holidays.” Quite the opposite.

The Performance Racing Industry (PRI) Trade Show follows quickly in December, with the annual MPMC Media Trade Conference taking place soon after the New Year in January. By the end of the SEMA Show, MPMC’s individual members were already gearing up for those two important events and are off and running with the racing calendars getting into full swing. As we end the first quarter of 2020, now is an opportune time to take a look at the council and how MPMC can help your company gain a competitive edge.

Who Is MPMC?

The council’s membership consists of manufacturers that produce products intended primarily for use in sanctioned motorsports events and activities. MPMC is the only SEMA council whose membership is restricted to one specific organizational type: performance parts manufacturers.

Participation in MPMC also includes an annual dues supplement, the proceeds of which are used to fund council-specific projects and programs. Additionally, MPMC has specific membership requirements to ensure that a manufacturer is indeed focused on motorsports—not only by a product or products but also through marketing efforts and active involvement in motorsports.

A task force comprised of select committee volunteers vets each application against those criteria before a company is granted membership. That keeps the membership true to the core of the group and its central focus on motorsports and performance parts manufacturers.

What Do We Do?

MPMC’s primary mission is to develop education, networking and strategic resources for the preservation and advancement of the performance and motorsports industries.

Member Tools and Resources

  • Business Guidelines Manual - An A-to-Z reference guide to the many challenges and opportunities specific to a motorsports parts manufacturer. Written and maintained by MPMC-member manufacturers for MPMC manufacturers.

  • Education and training seminars at the annual Performance Racing Industry Trade Show - Topics at last year’s show were “Crafting a Sponsorship Proposal” and “Opportunities for Women in Motorsports.” Past topics have included digital marketing, online sales, and various panels such as engine builders, alternative fuel manufacturers and sanctioning body/manufacturer discussions.

  • Media Trade Conference - Signature event for the council and for SEMA. Three-day event in which 100 MPMC-member manufacturers engage in face-to-face meetings with editorial staff from more than 100 media outlets, including editors, writers, bloggers, vloggers and influencers. Unique industry event, available exclusively to MPMC-member manufacturers.

  • Member Engagement - Industry receptions and mixers, including happy hour and industry awards reception at the PRI Trade Show, media and exhibitor receptions at the Media Trade Conference, as well as general membership meetings at various industry events.

  • Industry Awards - Robert E. Petersen Award for outstanding media; MPMC Hall of Fame for manufacturers, media and motorsports industry standouts.

  • Social-media - Engagement with motorsports manufacturers, sanctioning bodies and media from around the country.

Why Do We Do It?

Sharing ideas and experiences among members and industry professionals supports and strengthens the entire motorsports industry.

How Do You Get Involved?

Join MPMC today at www.sema.org/mpmc.

Sun, 03/01/2020 - 16:05

SEMA News—March 2020

Former MPMC Chairman Rich Barsamian (left) of Advanced Clutch Technology and Mike Thermos of Nitrous Supply were inducted into the MPMC Hall of Fame at the 2019 PRI Trade Show.

By SEMA Editors

MPMC Delivers a Competitive Edge

Unlike most of the other SEMA councils and networks, the Motorsports Parts Manufacturers Council (MPMC) does not mark the SEMA Show in November as the beginning of “the holidays.” Quite the opposite.

The Performance Racing Industry (PRI) Trade Show follows quickly in December, with the annual MPMC Media Trade Conference taking place soon after the New Year in January. By the end of the SEMA Show, MPMC’s individual members were already gearing up for those two important events and are off and running with the racing calendars getting into full swing. As we end the first quarter of 2020, now is an opportune time to take a look at the council and how MPMC can help your company gain a competitive edge.

Who Is MPMC?

The council’s membership consists of manufacturers that produce products intended primarily for use in sanctioned motorsports events and activities. MPMC is the only SEMA council whose membership is restricted to one specific organizational type: performance parts manufacturers.

Participation in MPMC also includes an annual dues supplement, the proceeds of which are used to fund council-specific projects and programs. Additionally, MPMC has specific membership requirements to ensure that a manufacturer is indeed focused on motorsports—not only by a product or products but also through marketing efforts and active involvement in motorsports.

A task force comprised of select committee volunteers vets each application against those criteria before a company is granted membership. That keeps the membership true to the core of the group and its central focus on motorsports and performance parts manufacturers.

What Do We Do?

MPMC’s primary mission is to develop education, networking and strategic resources for the preservation and advancement of the performance and motorsports industries.

Member Tools and Resources

  • Business Guidelines Manual - An A-to-Z reference guide to the many challenges and opportunities specific to a motorsports parts manufacturer. Written and maintained by MPMC-member manufacturers for MPMC manufacturers.

  • Education and training seminars at the annual Performance Racing Industry Trade Show - Topics at last year’s show were “Crafting a Sponsorship Proposal” and “Opportunities for Women in Motorsports.” Past topics have included digital marketing, online sales, and various panels such as engine builders, alternative fuel manufacturers and sanctioning body/manufacturer discussions.

  • Media Trade Conference - Signature event for the council and for SEMA. Three-day event in which 100 MPMC-member manufacturers engage in face-to-face meetings with editorial staff from more than 100 media outlets, including editors, writers, bloggers, vloggers and influencers. Unique industry event, available exclusively to MPMC-member manufacturers.

  • Member Engagement - Industry receptions and mixers, including happy hour and industry awards reception at the PRI Trade Show, media and exhibitor receptions at the Media Trade Conference, as well as general membership meetings at various industry events.

  • Industry Awards - Robert E. Petersen Award for outstanding media; MPMC Hall of Fame for manufacturers, media and motorsports industry standouts.

  • Social-media - Engagement with motorsports manufacturers, sanctioning bodies and media from around the country.

Why Do We Do It?

Sharing ideas and experiences among members and industry professionals supports and strengthens the entire motorsports industry.

How Do You Get Involved?

Join MPMC today at www.sema.org/mpmc.

Sun, 03/01/2020 - 15:45

SEMA Member News—March 2020

The HRIA booth unveiling, now in its sixth year, is a big draw, attracting ever-larger crowds.

By SEMA Editors

HRIA Feature-Vehicle Program: More Than a Car Show

During the late ’80s and early ’90s, SEMA’s Street Rod Market Alliance (SRMA)—the predecessor to the Hot Rod Industry Alliance (HRIA)—had a small booth in Street Rod Alley in the North Hall of the Las Vegas Convention Center (LVCC) at the SEMA Show. SRMA also had a feature-vehicle display area located nearby, which showcased several street rods of the day.

As the Show expanded and was sectionalized, a significantly larger exhibit area (now known as Hot Rod Alley) was created in the Central Hall near Restoration Marketplace. Located at the corner of those two sections is a popular destination—a feature-vehicle display shared jointly by HRIA and the Automotive Restoration Market Organization. For the past 10 years, HRIA has used the Show to prominently showcase a collection of handpicked hot rods, both in the booth and at its annual awards reception.

Building Show-Worthy Hot Rods

It may come as a surprise to some that the featured hot rods don’t simply show up in Las Vegas; there is a selection process. It actually begins immediately after the end of the current year’s Show, with vehicle selection for the following year finalized by August. Here’s how it works:

Applications are submitted online. A select committee task force reviews the applications, including renderings and photos. An effort is made to select vehicles that represent a cross section of the different segments of the hot-rodding hobby, such as traditional pre-’48, musclecar, pickup and so forth.

To be considered for the program, each build must meet specific criteria. For instance, builders must utilize SEMA- and HRIA-member products in all builds. Vehicles must also be new builds, never before displayed at the SEMA Show and preferably nowhere else prior to the Show. Builders and vehicle owners are also required to cover their own expenses and ensure that the vehicles arrive on-site at the specified time for loading into the booth.

While one or two established builders are typically included in the final selection, the focus is always on bringing in up-and-coming builders. Indeed, several builders who are now recognized as industry leaders credit their participation in the feature-vehicle program with helping to build their businesses.

“One of the highlights for me,” said Josh Henning, HRIA select committee member and chair of the council’s feature vehicle taskforce, “is seeing how this group of competitors truly make the most out of the experience and have fun together. There are so many different shops from all over the country helping each other, all at different stages in their careers, from just starting out to seasoned veterans. I have a very special place in my heart for this program, as I have seen firsthand what it can do for the future of hot-rod building.”

Drumming Up Excitement, Earning Recognition

With so much eye candy on view at the SEMA Show, HRIA goes the extra mile to drum up enthusiasm and anticipation for its feature-vehicle display. Prior to the Show, the task force selects one or two vehicles to be unveiled on opening day. Once on-site, the vehicles remain covered until Tuesday morning of Show week.

Now in its sixth year, the unveiling is a big draw, attracting ever-larger crowds. In fact, it is typically the first time the vehicle owner or owners actually get to see the completed rod.

The media increasingly utilizes the booth as a backdrop for photo shoots and interviews.

But the excitement doesn’t end there. On Wednesday, several hot rods displayed outside the LVCC are moved to the Westgate Paradise Event Center in preparation for the HRIA awards reception. Placed strategically in the Westgate’s ballroom, the knockout rods are a centerpiece attraction for the more than 500 hot-rod industry pros who attend the event.

In recent years, HRIA feature vehicles have also earned numerous awards, including multiple Mothers Shine awards, design awards from General Motors and Ford, as well as a Gran Tourismo award. Participating vehicles also routinely make it into the judging rounds of the annual SEMA Battle of the Builders competition.

“The HRIA feature-vehicle program had another amazing year, with booth and reception vehicles once again winning many of the top awards at the SEMA Show,” Henning said. “All the builders exceeded our expectations. Between the quality of the builds and quality of the people and relationships built with many of the HRIA exhibiting companies, last year’s builders’ futures are some of the brightest I have ever seen.

“On behalf of HRIA, I once again thank Blue Sky Performance, Dutch Boys, CHRA, Boneyard Builds, Fast Company, BBT Fab, Cruzer’s and Hammer Fab for truly embracing the experience and for being such an awesome group of builders.”

Builders and Their Vehicles

Here are the cars, the builders and some of the member-company products that participated in the 2019 HRIA feature-vehicle program.

Vehicles In The Booth

’58 Chevrolet Apache Pickup

Builder: Hammer Fab
Member companies represented: Roadster Shop and AM Hot Rod Glass

’69 Chevrolet Camaro

Builder: BBT Fabricators
Member companies represented: Bowler Transmissions, Baer Brakes and Dakota Digital

’69 Camaro

Builder: Dutch Boys Hot Rods
Member companies represented: Detroit Speed and Bowler Transmissions

Vehicles In The Reception

’40 Ford Pickup

Builder: Customs and Hot Rods of Andice
Member companies represented: Roadster Shop, Classic Instruments and American Autowire

’73 Chevrolet Camaro

Builder: Voletto Customs
Member companies represented: RideTech, Wilwood and Dynamat

’69 Chevrolet C-10

Builder: Cruzer’s Customs
Member companies represented: RideTech, Dakota Digital and Vintage Air

’59 Chevrolet Corvette

Builder: Fast Company Canada
Member companies represented: Roadster Shop and JRi

’70 Chevrolet C10

Builder: Boneyard Builds
Member companies represented: Roadster Shop and ProFab

’66 Pontiac LeMans

Builder: Blue Sky Performance & Restoration
Member companies represented: Roadster Shop, Boze and Level 10

Sun, 03/01/2020 - 15:45

SEMA Member News—March 2020

The HRIA booth unveiling, now in its sixth year, is a big draw, attracting ever-larger crowds.

By SEMA Editors

HRIA Feature-Vehicle Program: More Than a Car Show

During the late ’80s and early ’90s, SEMA’s Street Rod Market Alliance (SRMA)—the predecessor to the Hot Rod Industry Alliance (HRIA)—had a small booth in Street Rod Alley in the North Hall of the Las Vegas Convention Center (LVCC) at the SEMA Show. SRMA also had a feature-vehicle display area located nearby, which showcased several street rods of the day.

As the Show expanded and was sectionalized, a significantly larger exhibit area (now known as Hot Rod Alley) was created in the Central Hall near Restoration Marketplace. Located at the corner of those two sections is a popular destination—a feature-vehicle display shared jointly by HRIA and the Automotive Restoration Market Organization. For the past 10 years, HRIA has used the Show to prominently showcase a collection of handpicked hot rods, both in the booth and at its annual awards reception.

Building Show-Worthy Hot Rods

It may come as a surprise to some that the featured hot rods don’t simply show up in Las Vegas; there is a selection process. It actually begins immediately after the end of the current year’s Show, with vehicle selection for the following year finalized by August. Here’s how it works:

Applications are submitted online. A select committee task force reviews the applications, including renderings and photos. An effort is made to select vehicles that represent a cross section of the different segments of the hot-rodding hobby, such as traditional pre-’48, musclecar, pickup and so forth.

To be considered for the program, each build must meet specific criteria. For instance, builders must utilize SEMA- and HRIA-member products in all builds. Vehicles must also be new builds, never before displayed at the SEMA Show and preferably nowhere else prior to the Show. Builders and vehicle owners are also required to cover their own expenses and ensure that the vehicles arrive on-site at the specified time for loading into the booth.

While one or two established builders are typically included in the final selection, the focus is always on bringing in up-and-coming builders. Indeed, several builders who are now recognized as industry leaders credit their participation in the feature-vehicle program with helping to build their businesses.

“One of the highlights for me,” said Josh Henning, HRIA select committee member and chair of the council’s feature vehicle taskforce, “is seeing how this group of competitors truly make the most out of the experience and have fun together. There are so many different shops from all over the country helping each other, all at different stages in their careers, from just starting out to seasoned veterans. I have a very special place in my heart for this program, as I have seen firsthand what it can do for the future of hot-rod building.”

Drumming Up Excitement, Earning Recognition

With so much eye candy on view at the SEMA Show, HRIA goes the extra mile to drum up enthusiasm and anticipation for its feature-vehicle display. Prior to the Show, the task force selects one or two vehicles to be unveiled on opening day. Once on-site, the vehicles remain covered until Tuesday morning of Show week.

Now in its sixth year, the unveiling is a big draw, attracting ever-larger crowds. In fact, it is typically the first time the vehicle owner or owners actually get to see the completed rod.

The media increasingly utilizes the booth as a backdrop for photo shoots and interviews.

But the excitement doesn’t end there. On Wednesday, several hot rods displayed outside the LVCC are moved to the Westgate Paradise Event Center in preparation for the HRIA awards reception. Placed strategically in the Westgate’s ballroom, the knockout rods are a centerpiece attraction for the more than 500 hot-rod industry pros who attend the event.

In recent years, HRIA feature vehicles have also earned numerous awards, including multiple Mothers Shine awards, design awards from General Motors and Ford, as well as a Gran Tourismo award. Participating vehicles also routinely make it into the judging rounds of the annual SEMA Battle of the Builders competition.

“The HRIA feature-vehicle program had another amazing year, with booth and reception vehicles once again winning many of the top awards at the SEMA Show,” Henning said. “All the builders exceeded our expectations. Between the quality of the builds and quality of the people and relationships built with many of the HRIA exhibiting companies, last year’s builders’ futures are some of the brightest I have ever seen.

“On behalf of HRIA, I once again thank Blue Sky Performance, Dutch Boys, CHRA, Boneyard Builds, Fast Company, BBT Fab, Cruzer’s and Hammer Fab for truly embracing the experience and for being such an awesome group of builders.”

Builders and Their Vehicles

Here are the cars, the builders and some of the member-company products that participated in the 2019 HRIA feature-vehicle program.

Vehicles In The Booth

’58 Chevrolet Apache Pickup

Builder: Hammer Fab
Member companies represented: Roadster Shop and AM Hot Rod Glass

’69 Chevrolet Camaro

Builder: BBT Fabricators
Member companies represented: Bowler Transmissions, Baer Brakes and Dakota Digital

’69 Camaro

Builder: Dutch Boys Hot Rods
Member companies represented: Detroit Speed and Bowler Transmissions

Vehicles In The Reception

’40 Ford Pickup

Builder: Customs and Hot Rods of Andice
Member companies represented: Roadster Shop, Classic Instruments and American Autowire

’73 Chevrolet Camaro

Builder: Voletto Customs
Member companies represented: RideTech, Wilwood and Dynamat

’69 Chevrolet C-10

Builder: Cruzer’s Customs
Member companies represented: RideTech, Dakota Digital and Vintage Air

’59 Chevrolet Corvette

Builder: Fast Company Canada
Member companies represented: Roadster Shop and JRi

’70 Chevrolet C10

Builder: Boneyard Builds
Member companies represented: Roadster Shop and ProFab

’66 Pontiac LeMans

Builder: Blue Sky Performance & Restoration
Member companies represented: Roadster Shop, Boze and Level 10

Sun, 03/01/2020 - 15:02

SEMA News—March 2020

Photographer shooting for the Hot Product Showcase at the Carlisle Swap Meet, Coral and Auction.

By SEMA Editors

ARMO Gears Up for Hot Product Showcase at Spring Carlisle

Every year since 1977, collector-car enthusiasts and auto restoration suppliers have flocked in droves to the annual classic- and collector-car swap meet, car corral and auction known as Spring Carlisle. Held on the massive fairgrounds in Carlisle, Pennsylvania, Spring Carlisle last year featured 3,000 vendors and drew more than 100,000 gearheads intent on celebrating all things automotive.

The 2020 Spring Carlisle is slated for Thursday, April 22, through Sunday, April 26. And for members of SEMA’s Automotive Market Restoration Organization (ARMO), it’s a highly anticipated opportunity for the council to spotlight the newest and hottest restoration products in the ARMO Hot Product Showcase.

Value-Packed Member Benefit

Specialty equipment used by photographer to shoot products entered into the Hot Product Showcase.

An annual council activity since the mid-’00s, the Hot Product Showcase is a prime attraction at Spring Carlisle. It affords participating companies a chance to display their products in a tent situated in a high-traffic area close to the grandstands—a site that’s certain to be viewed and visited by thousands of showgoers.

Participation in the Showcase is simple, economical and highly valued. Any restoration product from a member company is welcome, and brand-new products eligible to receive ARMO New Product Awards. To receive an award, however, new products must be available for sale by the Showcase opening and must demonstrate unique/innovative technology and/or be of significant benefit to the restoration industry.

The Showcase is open exclusively to ARMO-member companies. While members are responsible for shipping costs (which can be avoided if the company or a distributor is displaying at Spring Carlisle), participation in the Showcase is free and comes with plenty of perks.

Once on site, each company’s product is unpacked and set up for display in the Showcase tent. Signage indicating the company name and product name is provided. Enthusiasts who visit the tent get to vote for their fan-favorite new product in each of five ARMO award categories: exterior trim; drivetrain/brakes/suspension/wheels/tires; accessory item; interior (including trunk); and engine/engine compartment.

SEMA staff and ARMO select committee members are on hand throughout the event to answer attendee questions and provide company contact information. At the end of the event, each product is repacked in original shipping materials and either shipped back to the company or picked up on-site.

Attendees of the Carlisle Swap Meet had the opportunity to view products entered into the Hot New Product Showcase.

In addition to on-site visibility, the Showcase is also highly publicized. New-product award winners are announced after the event on social media and through all SEMA outlets, and they receive their awards at the annual ARMO awards reception, to be held during the 2020 SEMA Show.

“If you are an ARMO member, you can display the hottest or newest product your company has to offer in our Hot Product Showcase tent,” said Justin Whitten, ARMO select committee member and chair of the Hot Product Showcase task force. “Not only will your product be on display for thousands to view, but attendees also have the opportunity to vote for their favorite items in the Showcase. And the best part is that it’s free to members.”

“Get your products in front of 100,000 potential customers,” added Ben Tucker, ARMO chair-elect. “Get recognized with an award. Voting is done by true industry enthusiasts. Free exposure at no cost makes this event a no-brainer.”

For more information on the Hot Product Showcase, email SEMA Council Director Jim Skelly at jimsk@sema.org.

Sun, 03/01/2020 - 15:02

SEMA News—March 2020

Photographer shooting for the Hot Product Showcase at the Carlisle Swap Meet, Coral and Auction.

By SEMA Editors

ARMO Gears Up for Hot Product Showcase at Spring Carlisle

Every year since 1977, collector-car enthusiasts and auto restoration suppliers have flocked in droves to the annual classic- and collector-car swap meet, car corral and auction known as Spring Carlisle. Held on the massive fairgrounds in Carlisle, Pennsylvania, Spring Carlisle last year featured 3,000 vendors and drew more than 100,000 gearheads intent on celebrating all things automotive.

The 2020 Spring Carlisle is slated for Thursday, April 22, through Sunday, April 26. And for members of SEMA’s Automotive Market Restoration Organization (ARMO), it’s a highly anticipated opportunity for the council to spotlight the newest and hottest restoration products in the ARMO Hot Product Showcase.

Value-Packed Member Benefit

Specialty equipment used by photographer to shoot products entered into the Hot Product Showcase.

An annual council activity since the mid-’00s, the Hot Product Showcase is a prime attraction at Spring Carlisle. It affords participating companies a chance to display their products in a tent situated in a high-traffic area close to the grandstands—a site that’s certain to be viewed and visited by thousands of showgoers.

Participation in the Showcase is simple, economical and highly valued. Any restoration product from a member company is welcome, and brand-new products eligible to receive ARMO New Product Awards. To receive an award, however, new products must be available for sale by the Showcase opening and must demonstrate unique/innovative technology and/or be of significant benefit to the restoration industry.

The Showcase is open exclusively to ARMO-member companies. While members are responsible for shipping costs (which can be avoided if the company or a distributor is displaying at Spring Carlisle), participation in the Showcase is free and comes with plenty of perks.

Once on site, each company’s product is unpacked and set up for display in the Showcase tent. Signage indicating the company name and product name is provided. Enthusiasts who visit the tent get to vote for their fan-favorite new product in each of five ARMO award categories: exterior trim; drivetrain/brakes/suspension/wheels/tires; accessory item; interior (including trunk); and engine/engine compartment.

SEMA staff and ARMO select committee members are on hand throughout the event to answer attendee questions and provide company contact information. At the end of the event, each product is repacked in original shipping materials and either shipped back to the company or picked up on-site.

Attendees of the Carlisle Swap Meet had the opportunity to view products entered into the Hot New Product Showcase.

In addition to on-site visibility, the Showcase is also highly publicized. New-product award winners are announced after the event on social media and through all SEMA outlets, and they receive their awards at the annual ARMO awards reception, to be held during the 2020 SEMA Show.

“If you are an ARMO member, you can display the hottest or newest product your company has to offer in our Hot Product Showcase tent,” said Justin Whitten, ARMO select committee member and chair of the Hot Product Showcase task force. “Not only will your product be on display for thousands to view, but attendees also have the opportunity to vote for their favorite items in the Showcase. And the best part is that it’s free to members.”

“Get your products in front of 100,000 potential customers,” added Ben Tucker, ARMO chair-elect. “Get recognized with an award. Voting is done by true industry enthusiasts. Free exposure at no cost makes this event a no-brainer.”

For more information on the Hot Product Showcase, email SEMA Council Director Jim Skelly at jimsk@sema.org.

Sun, 03/01/2020 - 14:42

SEMA News—March 2020

By Ellen McKoy

With our industry is reaching new heights, it is now more important than ever to understand our industry and to stay on top of current trends. Download your copy of the SEMA Research report today.

SEMA Research Reveals Retailers Optimistic About Future

As conducting business in the automotive specialty-equipment market becomes increasingly complex and competitive, business owners from all walks of the industry are looking for an edge that will help their businesses thrive and grow. As a result, companies need an increasing amount of information to make sound decisions for both the short- and long-term future.

SEMA recognizes that need. For more than three decades, the association has aimed to meet the need by providing information-related resources in the form of market research reports that enable member companies to seek and make use of data to gain an advantage in operational, sales and marketing strategies.

In the early years, the association mainly published an annual “SEMA Market Study,” which offered a detailed snapshot of the prevailing influences of the day. While the association continues to publish an annual “SEMA Market Report,” research offerings now include a range of other timely topics.

Such is the case with the newly released “SEMA Retail Landscape Report: The Business of Selling to Consumers,” which takes a deep dive into the evolving dynamics playing out in the retail sector of the specialty-equipment market. To gain insights into the compendium of information contained in the study, SEMA Member News recently caught up with Gavin Knapp, SEMA director of market research.

Optimistic Outlook

Take pride in the success of your business and by utilizing SEMA Research as an opportunity to prosper in the aftermarket industry. Find out more at www.sema.org/research.

The “SEMA Retail Landscape Report” is designed to help specialty automotive retailers understand some of the major strategic challenges and opportunities they face and provide an overview of the business landscape as it currently stands and what may shape its future.

“Even as we see changes going on throughout the supply chain, we know from our research that specialty retailing is still the biggest channel in our industry,” Knapp said. “Obviously, it’s important for everyone to know what’s going on.”

To gather data for the report, SEMA surveyed specialty retailers (both members and nonmembers) who indicated that an essential part of their businesses is devoted to selling customization products directly to consumers. While Knapp acknowledged that there is no “pure” retailer category, he said that facilities such as truck-accessory outlets, four-wheel parts stores, speed shops and jobbers made the cut. Restyling centers and builders/fabricators that primarily sell direct to other businesses did not.

According to the study, the retail outlook is bright. Despite reports that brick-and-mortar stores are doomed to extinction, an impressive 83% of specialty retailers reported stable or increasing sales in 2019, and 70% are expecting an increase in sales this year.

“Retailers are optimistic, and most are doing well,” Knapp said. “Even with all the gloom and doom, the reality of what we often see from the consumer side is actually the opposite.”

But that is not to say that retailers aren’t confronted with an evolving and often challenging landscape.

Obstacle Course

From a monthly “Industry Indicators Report” to in-depth studies such as the “Young Accessorizers Report,” “Future Trends Report,” “Modern Muscle Car Accessorizer Report” and the “Advanced Vehicle Technology Study,” the findings help keep members up to speed on trends, challenges and opportunities that may affect their businesses.

To quote the study, “Running a specialty auto parts store can be a labor of love.” Essentially, they are businesses that are founded on a passion for automobiles rather than business expertise and acumen—which can leave retailers struggling to sustain profit margins.

“We live in a world where the majority of retail outlets are very small businesses, and that’s not just in our industry; it’s in all retail,” Knapp said. “So if you think about our industry specifically, a lot of retailers exist because they’re passionate about cars and developed a way to turn that passion into a business, but they don’t always come at it from the business angle, and it becomes very challenging.”

The study identifies three primary challenges, and the first is eroding customer loyalty. With vast internet resources at consumers’ fingertips, it’s easy for them to find the products and pricing information they need without ever leaving their homes or offices.

“The fact that people have information overload—and because they can find every part, all the specs and pricing online—means that they’re not locked in to going to their neighborhood store,” Knapp noted. “If you’re running a small business, you’re facing stiff competition.”

And that leads to the second factor: expansion of online sales.

“One of the challenges is morphing into the digital world when that’s not a homegrown talent for someone who’s in business because of a love for cars,” Knapp said. “Online isn’t going to get rid of brick and mortar, but it’s here and likely expanding, so retailers need to develop a strategy to address the challenge of online sales.”

Retailers are also confronted by cost and complexity. Vehicles are harder to modify, and consumer resistance to higher product costs erodes profits.

“Because of increased operating costs, technical complexity, industry innovation and the number of SKUs retailers have to deal with, we find that they are feeling the pressures of cost and complexity,” Knapp said.

But for every challenge, there’s an opportunity to evolve and progress with the times.

Success Strategies

In looking at opportunities to adapt and improve, the study notes that the greatest opportunities lie in providing personalized customer service and maintaining a competitive online presence.

“One of the things we talk about as an opportunity is having an omni-channel strategy,” Knapp said. “That doesn’t mean that you have to be in online sales. It means that you have to know that your customers are looking for information in different places. As many ways as you can get your company in front of them when they’re looking, the greater the chance that they will track back to your store for a purchase.”

Getting customers in the door isn’t enough, however. It’s all about the customer experience—exceeding expectations and offering personalized service not available through online or other brick-and-mortar retailers.

“If retailers try to compete on price, it will be a race to the bottom,” Knapp said. “What they need to do is give the customer a value add, so that coming to their store is better than going someplace else. That means letting them know you’re an expert and giving them ways to touch and feel and better understand the products. Give them reasons—demo days, club meet-ups—that create an experience and make a connection with you.”

The third opportunity is improving operational efficiency, though that can be a challenge for some retailers.

“When you run a small business, it’s easy to get focused on bringing in revenue instead of focusing on productivity and staffing,” Knapp said. “Everybody wants to steal somebody else’s employees—someone who’s already got years of experience. That’s not always a reasonable way to do business.”

As Knapp pointed out, hiring young employees and investing in training is likely to create a better experience for customers and more efficiency in the long run.

The complete “SEMA Retail Landscape Report” runs 104 pages and is divided into three segments: market landscape, business trends and challenges, and opportunities. It is a fascinating read.

“Our emphasis is always for our members to be able to understand what’s going on in the marketplace and with their companies, because ultimately we want to help them sell more products,” Knapp said. “SEMA considers market research one of our core competencies. It’s one of the things that associations do for their members. As Chris Kersting and the SEMA Board have recognized—and our industry has noticed—it’s not easy to find data and information specific to our industry. That’s what we’re here for.”

But providing information is only the beginning. To have value, it must be applied and used to a company’s advantage. For additional information on or about the industry or to contact SEMA staff, visit the market research department’s web pages at www.sema.org/research.

Sun, 03/01/2020 - 14:42

SEMA News—March 2020

By Ellen McKoy

With our industry is reaching new heights, it is now more important than ever to understand our industry and to stay on top of current trends. Download your copy of the SEMA Research report today.

SEMA Research Reveals Retailers Optimistic About Future

As conducting business in the automotive specialty-equipment market becomes increasingly complex and competitive, business owners from all walks of the industry are looking for an edge that will help their businesses thrive and grow. As a result, companies need an increasing amount of information to make sound decisions for both the short- and long-term future.

SEMA recognizes that need. For more than three decades, the association has aimed to meet the need by providing information-related resources in the form of market research reports that enable member companies to seek and make use of data to gain an advantage in operational, sales and marketing strategies.

In the early years, the association mainly published an annual “SEMA Market Study,” which offered a detailed snapshot of the prevailing influences of the day. While the association continues to publish an annual “SEMA Market Report,” research offerings now include a range of other timely topics.

Such is the case with the newly released “SEMA Retail Landscape Report: The Business of Selling to Consumers,” which takes a deep dive into the evolving dynamics playing out in the retail sector of the specialty-equipment market. To gain insights into the compendium of information contained in the study, SEMA Member News recently caught up with Gavin Knapp, SEMA director of market research.

Optimistic Outlook

Take pride in the success of your business and by utilizing SEMA Research as an opportunity to prosper in the aftermarket industry. Find out more at www.sema.org/research.

The “SEMA Retail Landscape Report” is designed to help specialty automotive retailers understand some of the major strategic challenges and opportunities they face and provide an overview of the business landscape as it currently stands and what may shape its future.

“Even as we see changes going on throughout the supply chain, we know from our research that specialty retailing is still the biggest channel in our industry,” Knapp said. “Obviously, it’s important for everyone to know what’s going on.”

To gather data for the report, SEMA surveyed specialty retailers (both members and nonmembers) who indicated that an essential part of their businesses is devoted to selling customization products directly to consumers. While Knapp acknowledged that there is no “pure” retailer category, he said that facilities such as truck-accessory outlets, four-wheel parts stores, speed shops and jobbers made the cut. Restyling centers and builders/fabricators that primarily sell direct to other businesses did not.

According to the study, the retail outlook is bright. Despite reports that brick-and-mortar stores are doomed to extinction, an impressive 83% of specialty retailers reported stable or increasing sales in 2019, and 70% are expecting an increase in sales this year.

“Retailers are optimistic, and most are doing well,” Knapp said. “Even with all the gloom and doom, the reality of what we often see from the consumer side is actually the opposite.”

But that is not to say that retailers aren’t confronted with an evolving and often challenging landscape.

Obstacle Course

From a monthly “Industry Indicators Report” to in-depth studies such as the “Young Accessorizers Report,” “Future Trends Report,” “Modern Muscle Car Accessorizer Report” and the “Advanced Vehicle Technology Study,” the findings help keep members up to speed on trends, challenges and opportunities that may affect their businesses.

To quote the study, “Running a specialty auto parts store can be a labor of love.” Essentially, they are businesses that are founded on a passion for automobiles rather than business expertise and acumen—which can leave retailers struggling to sustain profit margins.

“We live in a world where the majority of retail outlets are very small businesses, and that’s not just in our industry; it’s in all retail,” Knapp said. “So if you think about our industry specifically, a lot of retailers exist because they’re passionate about cars and developed a way to turn that passion into a business, but they don’t always come at it from the business angle, and it becomes very challenging.”

The study identifies three primary challenges, and the first is eroding customer loyalty. With vast internet resources at consumers’ fingertips, it’s easy for them to find the products and pricing information they need without ever leaving their homes or offices.

“The fact that people have information overload—and because they can find every part, all the specs and pricing online—means that they’re not locked in to going to their neighborhood store,” Knapp noted. “If you’re running a small business, you’re facing stiff competition.”

And that leads to the second factor: expansion of online sales.

“One of the challenges is morphing into the digital world when that’s not a homegrown talent for someone who’s in business because of a love for cars,” Knapp said. “Online isn’t going to get rid of brick and mortar, but it’s here and likely expanding, so retailers need to develop a strategy to address the challenge of online sales.”

Retailers are also confronted by cost and complexity. Vehicles are harder to modify, and consumer resistance to higher product costs erodes profits.

“Because of increased operating costs, technical complexity, industry innovation and the number of SKUs retailers have to deal with, we find that they are feeling the pressures of cost and complexity,” Knapp said.

But for every challenge, there’s an opportunity to evolve and progress with the times.

Success Strategies

In looking at opportunities to adapt and improve, the study notes that the greatest opportunities lie in providing personalized customer service and maintaining a competitive online presence.

“One of the things we talk about as an opportunity is having an omni-channel strategy,” Knapp said. “That doesn’t mean that you have to be in online sales. It means that you have to know that your customers are looking for information in different places. As many ways as you can get your company in front of them when they’re looking, the greater the chance that they will track back to your store for a purchase.”

Getting customers in the door isn’t enough, however. It’s all about the customer experience—exceeding expectations and offering personalized service not available through online or other brick-and-mortar retailers.

“If retailers try to compete on price, it will be a race to the bottom,” Knapp said. “What they need to do is give the customer a value add, so that coming to their store is better than going someplace else. That means letting them know you’re an expert and giving them ways to touch and feel and better understand the products. Give them reasons—demo days, club meet-ups—that create an experience and make a connection with you.”

The third opportunity is improving operational efficiency, though that can be a challenge for some retailers.

“When you run a small business, it’s easy to get focused on bringing in revenue instead of focusing on productivity and staffing,” Knapp said. “Everybody wants to steal somebody else’s employees—someone who’s already got years of experience. That’s not always a reasonable way to do business.”

As Knapp pointed out, hiring young employees and investing in training is likely to create a better experience for customers and more efficiency in the long run.

The complete “SEMA Retail Landscape Report” runs 104 pages and is divided into three segments: market landscape, business trends and challenges, and opportunities. It is a fascinating read.

“Our emphasis is always for our members to be able to understand what’s going on in the marketplace and with their companies, because ultimately we want to help them sell more products,” Knapp said. “SEMA considers market research one of our core competencies. It’s one of the things that associations do for their members. As Chris Kersting and the SEMA Board have recognized—and our industry has noticed—it’s not easy to find data and information specific to our industry. That’s what we’re here for.”

But providing information is only the beginning. To have value, it must be applied and used to a company’s advantage. For additional information on or about the industry or to contact SEMA staff, visit the market research department’s web pages at www.sema.org/research.

Sun, 03/01/2020 - 14:07

SEMA News—March 2020

EVENTS

By Fredy Ramirez and Douglas McColloch

The Top 12

2019 Battle of the Builders

Thousands came to witness the crowning of the 2019 Battle of the Builders champion at SEMA Ignited—the official after-party of the SEMA Show.

Custom-car builders from all walks of life entered the 2019 Battle of the Builders (BOTB) competition. While the bulk of the entries came from contestants scattered across the United States, our neighbors up north and down south also provided multiple entries, and some even traveled across the pond to enter the competition. Legends of the industry entered and competed with first-timers looking to make names for themselves. The format remained the same as last year, with winners recognized in four different categories: Hot Rod, Truck/Off-Road, Sport Compact and Young Guns (under 27).

Industry experts reduced the more than 300 entries to the Top 40 within the first couple of days. The task only became harder from there, as experts once again reduced the competition from those 40 to the Top 12. At that point, the Top 12 judged themselves to determine the winner of each category as well as the
overall winner.

The Top 12 determined the Final 4, with the winners being Jim and Mike Ring (Hot Rod), Randy Borcherding (Truck/Off-Road), Louie Shefchik (Sport Compact) and Brad Swaney (Young Guns). When the dust settled, industry legends Jim and Mike Ring ended with the best-overall trophy. For the second year in
a row, and for the fourth time in six years, a ’69 Camaro came out on top.

The four finalists of this year’s competition will be highlighted along with other featured builders in a new TV special, “SEMA: Battle of the Builders,” which debuted on A+E Networks’ FYI and History’s Drive block in January. Hosted by Tanner Foust and Adrienne “AJ” Janic, the one-hour special takes audiences behind the scenes of the 2019 SEMA Show, providing an up-close look at some of the top vehicles on site and delivering exclusive interviews with the automotive industry’s leading experts and builders as they share personal stories about their Show journeys.

For more information about BOTB, visit www.SEMAShow.com/botb.

’69 Chevrolet Camaro, “Valkyrja”

Lead Builder(s): Jim and Mike Ring, Ringbrothers, Spring Green, Wisconsin
Displayed By: BASF Booth
Category: Hot Rod

According to Ringbrothers co-owner Mike Ring, “This build was unlike anything we had attempted before, both in design and execution.” The brothers’ latest build, a Gary Ragle-penned ’69 Chevrolet Camaro known as “Valkyrja,” debuted at the 2019 SEMA Show. Before the week was out, their creation had distinguished itself from 300 other aspirants to be named the winner of the SEMA Battle of the Builders for 2019.

The Rings’ 890hp musclecar was developed using the latest build technologies, including 3-D scanning and CAD design, and it was assembled using modern materials such as carbon fiber and high-density foam, while custom parts were created using a combination of 3-D printing and CNC machining. “The result is a car with a classic look but entirely modern underpinnings, materials and technology,” Ring said. “It’s the perfect mix of style and performance.”

Engine BayThe engine bay is clean and simple, with minimal clutter. A 416ci Wegner Motorsports LS3 is fed by a Whipple supercharger directed by a Holley Dominator fuel-management system. The setup is good for an estimated 890 hp.Ringbrothers TrophiesMike (right) and Jim Ring held their trophies aloft after capturing top honors at the 2019 SEMA Battle of the Builders. Their reimagined ’69 Camaro was judged best in show by their fellow finalists at the 2019 SEMA Show. 

InteriorBody
The Camaro’s interior was Ring-designed and executed by Upholstery Unlimited. High-quality leather and brushed stainless trim enhance comfort and aesthetics, and Impact harnesses and a full rollcage (so well integrated into the bodywork that it’s easy to overlook) provide a measure of safety.

No detail was too small to escape the Rings’ attention, as this sculpted carbon-fiber bodywork attests. The side glass and VIN plate are the Camaro’s only remaining stock pieces.

 

 

A 416ci Wegner Motorsports LS3 topped with a 2.9L Whipple supercharger rests under the hood, and a Holley Dominator fuel-management system and a Flowmaster Super 44 stainless exhaust were among the items selected to optimize engine performance. The transmission is a Bowler six-speed Tremec that’s been reworked to support extreme horsepower.

The hydroformed chassis and suspension are by Detroit Speed Engineering, and a QA1 carbon-fiber driveshaft and John’s Industries 9-in. rearend put power to the HRE wheels—19x11 front and 20x12.5 rear—shod with Michelin Pilot Sport 4S tires. Baer disc brakes with six-piston calipers bring the Chevy to a stop. Motul supplied the engine and gear oils, and Prestone supplied the coolant.

The Camaro’s paint is a custom BASF Glasurit 55 mix called TOTOPKG Green, and it was sprayed over a body prepped using 3M products and finished with a coat of Glasurit 923-210 clear. The Camaro’s body was widened 3 in. in front and 5 in. in the back. Its wheelbase was lengthened 1½ in., its roofline sunk and its rocker panels lowered, and all the bodywork was rendered in 100% carbon fiber. (The side glass and the VIN plate are the only remaining stock pieces.) The interior was designed by Ringbrothers and outfitted by Upholstery Unlimited.

The name “Valkyrja” is derived from the Old Norse spelling of Valkyrie, which refers to mythological female figures who select which soldiers live and die in battle. The soldiers chosen by the Valkyrie were said to have been taken to Valhalla in the afterlife. The name was chosen by the car’s owner, who was scheduled to take delivery after the Show.

’36 Ford Roadster, “Three Penny Roadster”

Lead Builder: Eric Peratt, Pinkee’s Rod Shop, Windsor, Colorado
Displayed By: Clean Tools/Absorber Booth
Category: Hot Rod

An eight-year labor of love, this ’36 Ford was honored with the 2019 America’s Most Beautiful Roadster award at last year’s Grand National Roadster Show, and Eric Perratt of Pinkee’s Rod Shop brought it to the 2019 Battle of the Builders in search of
further acclaim.

Between the rails of the Ford’s custom chassis, a 351ci Windsor V8 runs a Borla eight-stack intake along with Edelbrock alloy heads and a custom stainless exhaust that was built to flow along the contours of the framerails. A Tremec TKO five-speed manual sends power to Dutchman axleshafts.

In front, the Heidts coil-over IFS features Strange shocks and 2-in. drop spindles. The IRS rear utilizes a Winters housing equipped with a Truetrac differential turning 3.73 gears. The brakes are Wilwood discs at all four corners, and the rolling stock is comprised of custom one-off 17x4 front and 18x5.5 rear wheels and 400-17 front and 700-18 rear Coker Excelsior tires.

Eric PerattRoadster
Eric Peratt spent eight years building the “Three Penny Roadster” before bringing it to the 2019 SEMA Battle of the Builders. Prior to that, the Ford won the America’s Most Beautiful Roadster award at the 2019 Roadster Grand Nationals.Under the hood rests a 351ci Ford Windsor V8 sporting a Borla intake and Edelbrock alloy heads. Behind it, a custom stainless exhaust flows beneath the contours of the framerails.

Roadster
The Chocolate Milk brown roadster boasts more than 300 custom-machined parts, ranging from the headlight bezels and the trunk lid to the side mirrors and the custom one-off wheels.

Besides being named a Top 12 finalist at Battle of the Builders, the roadster also took the SEMA 2019 Best in Show award from the team at Ford Design.

The Ford features more than 300 custom-machined parts, all intended to evoke the Art Deco car-design aesthetic of the ’30s. From the headlight bezels to the trunk lid and from the running boards to the gas cap, virtually every exterior component was either extensively modified or fabricated from scratch.

The interior was wrapped in Relicate walnut-shell leather, as was the four-spoke billet steering wheel. Classic Industries gauges were placed in a custom cluster accented with ebony veneer trim.

Finally, the Ford was painted in one-off PPG Chocolate Milk paint and rubbed out using custom-machined sanding blocks and 3,000-grit paper. Upon the car’s completion, its owner was reminded of the price he paid for the aforementioned drink as a schoolboy, and the “Three Penny Roadster” nickname was born.

’32 Ford Phantom, “All In”

Lead Builder: Gary Corkell, One Off Rod & Custom, Middletown, Delaware
Displayed By: Brookville Roadster
Category: Hot Rod

When a master builder tackles a master design, the result most likely resembles this ’32 Ford penned by Chip Foose and built by Gary Corkell of One Off Rod & Custom. A finalist at the 2019 America’s Most Beautiful Roadster competition, the custom-bodied Phantom was built in only 117 days.

Resting between the rails of an Affordable Street Rods spec frame, the Ford’s powerplant is a custom-cooled 291ci DeSoto Hemi engine sporting custom stainless headers and a quick-disconnect exhaust from Juliano’s. A Super Bell 5-in. drop tube rolls up front, and a custom driveshaft delivers power to a Winters quick-change rear axle. Suspension duties are handled by chromed Posies leaf springs and RideTech shocks, and the vehicle is stopped by Johnson’s Hot Rod Shop Kinmont-replica polished disc brakes running four-piston calipers.

The DeSoto 291ci engine utilizes a custom cooling system featuring a Walker radiator, and it breathes courtesy of stainless headers and a fully polished Juliano’s exhaust with quick-disconnect couplers.

Built in less than four months, Gary Corkell’s ’32 Ford is a three-time finalist at the Grand National Roadster Show. 

 

Inside the car, McMillan Rod & Custom applied the burl walnut inlays and custom stainless dash trim, while Classic Industries supplied the period-perfect gauges.Scarcely a body panel on the Ford was left unmodified. The extended cowl, re-arched rear fenders and tucked rear body panels give the car, in its builder’s words, a “moving while standing still” stance.

Custom bodywork abounds on the Brookville Roadster steel body, starting with the custom running boards, the custom front apron that accommodates an Alumicraft grille, and a custom front light bar to locate the ’37 Cadillac headlights. The cowl was extended and re-angled, the rear wheelwells were re-arched, and the body sides were restyled to give the car, in Corkell’s words, a “moving while standing still” appearance.

The roof was given a 3½- to 4-in. chop, and Jerry Campbell applied the custom pinstriping to the Pastel Pea Green BASF/Glasurit paintwork. The running boards sport custom mats that were dyed by The Dye Guy.

Inside, a full leather interior by Paul Atkins is accented with inlays of burl walnut, and a host of Classic Instruments gauges reside in the dash panel featuring custom stainless dash trim by McMillan Rod & Custom.

’55 Chevrolet Truck, “Persistance”

Lead Builder: Randy Borcherding, Painthouse, Cypress, Texas
Displayed By: Griot’s Garage
Category: Truck/Off-Road

Randy Borcherding began this build in 2005 as a project for his in-laws, but, he noted, “somewhere along the way it got out of control,” and the truck was 14 years in the making before it finally appeared at 2019 Battle of the Builders. By all appearances, it was worth the wait.

The truck rides on a TCI chassis and makes its power via a LSX 454 V8 sporting an eye-catching Performance Design carbon-fiber cross-ram intake, Trick Flow aluminum heads and a custom-ground cam. Power flows through a Legend five-speed transmission to a Ford 9-in. rearend running a Detroit Truetrac. Y-rated Continental ContiSport 245/45ZR18 tires in front and 315/35ZR20s in back mount to Billet Specialties 18x8 front and 20x11 rear wheels. A RideTech Level Pro air-suspension system provides the proper stance, and 13-in. Wilwood disc brakes with four-piston calipers and electric ABS power assist provide stoppage.

“It only took 14 years,” said Randy Borcherding of the time needed to build his Battle of the Builders entry ’55 Chevy truck, “Persistance.”

 

The ’55 Chevy was treated to an all-leather interior courtesy of Stitch Designs, and Classic Industries gauges reside in the dash. The truck is also Bluetooth-enabled with Ride Controller remote for iPhone, iPad or Apple watch. 
Within the engine bay rests a 454ci LSX engine topped by an eye-catching carbon-fiber Performance Design cross-ram intake.The truck’s exterior sports a custom PPG two-tone paint scheme. A Ride Tech Level Pro air suspension slams it, and Y-rated Continental tires keep it rolling. 

Outside, the truck was treated to custom paint courtesy of Painthouse using a combination of PPG Pearlot and Randy Apple Red II. The custom tilt-bed assembly is outfitted with 120-year-old Indonesian teak wood. Inside the Chevy, Stitch Designs provided a custom interior treatment, and Classic Industries gauges monitor underhood vitals. This old truck also sports a brand-new trick by being fully Bluetooth-interfaced using Ride Controller for iPad, iPhone or Apple watch to remotely control all 12-volt functions.

’72 Chevrolet C-10 Shortbed Fleetside

Lead Builder: Darin Smith, DWS Classics, Huntington Beach, California
Displayed By: Mothers Polishes Booth
Category: Truck/Off Road

Darin Smith is no stranger to Battle of the Builders, having entered a ’64 Chevy C-10 in 2018. For 2019, he returned with this ’72 featuring a 600hp 383 stroker running aluminum heads and topped with Hilborn injection that is visible through the clear acrylic hood scoop from Windshield Aircraft Co.

The engine is backed by a Tremec six-speed transmission that drives a narrowed Chevy 12-bolt rear. Dutchman axleshafts and a 4.10 Auburn ring-and-pinion set turn 295/30R19 front and 315/35R20 rear Falken Azenis tires mounted on 19x11 front and 20x12 rear Budnik Tungsten wheels. The truck rides on a TCI Engineering autocross suspension with three-way-adjustable RideTech coil-over shocks. Wilwood disc brakes—with six-piston calipers in front and four-piston calipers in the rear—bring the Chevy to a halt.

A Battle of the Builders finalist in 2018, Darin Smith returned in 2019 with a ’72 C-10 shortbed.

 

The eye-catching interior features race bucket seats wrapped in Garrett Leather, with diamond stitching by Westminster Upholstery. Check out the polished aluminum slats in lieu of a headliner.
Outside, the clear acrylic hood scoop offers a view of the stroker engine below. Falken Azenis tires and Budnik wheels comprise the rolling stock.

The C-10’s 383 stroker V8 runs aluminum cylinder heads and is topped with a Hilborn fuel-injection system. The combination is said to be good for some 600 hp.

The pickup includes custom-made inner fenderwells as well as a custom radiator core and a one-off exhaust from Ultimate Headers and Automotive Excellence that runs through aluminum bezels in the bedsides. Numerous other exterior customizations include a smoothed front bumper, ’69 Camaro turn-light assemblies, and a de-Bowtied grille that’s been blacked out along its edges so that it appears to be, in Smith’s
words, “floating.”

The custom interior features a set of ’69 Camaro gauges sourced from Dakota Digital that were molded into the stock ’72 dash. A Vintage Air HVAC system keeps the cockpit comfortable, and Westminster Upholstery wrapped the seats in Garrett Leather.

There’s no headliner, but polished-aluminum slats fit into the recesses of the roof—reminiscent, Smith noted, of a Chevy Nomad. Beach Autosound furnished the Pioneer head unit and amp, and PowerBass USA supplied the speakers and crossovers.

’68 Iso Rivolta

Lead Builder: Louie Shefchik; J&L Fabricating, Puyallup, Washington
Displayed By: Griot’s Garage
Category: Sport Compact

Louie Shefchik’s more than 30 years of experience obtained him a victory in the Sport Compact category and a second-place overall finish in Battle of the Builders. Richard Griot from Griot’s Garage commissioned Shefchik to restore the vehicle. They determined that the chassis could not be restored, however.

Shefchik contacted Art Morrison to build a custom chassis that would fit the Rivolta body and support a Chevy LS7, a six-speed Tremec Magnum gearbox and a modern Camaro differential and uprights with a 3.07 final drive. The LS7 maintained the Italian-American relationship of the car, which is projected to hit 175 mph because of its flat-bottom design. Wilwood disc brakes with 13-in. rotors found room to clear Lamborghini Miura wheels after a 2-in. increase in the wheel diameter.

Louie Shefchik has been in the industry for more than 30 years and is the owner and founder of J&L Fabricating.An LS7 keeps the Italian-American relationship of the car that made it so beloved in the '60s and '70s.
The vehicle’s profile is accentuated by subtle modifications that highlight the Italian design.The interior features modern amenities, such as navigation while maintaining its Italian heritage with embossed leather.

The profile of the vehicle went through various modifications to accentuate the Italian design. The glass sunroof required significant changes to support the glass as well as strengthen the remaining roof structure.

Jon Byers of Byers Custom Paint prepped the body and painted it using PPG black and five coats of PPG clear urethane. The lower apron flows into the rear valence. The taillights are recessed into the rear panel and are from a ’02 BMW.

The interior’s redesign provided comfort combined with modern amenities. The navigation screen is hidden behind a center wood dash with a customary cupholder mounted in the center console.

The gauges look like those from a Lamborghini 350GT, and the leather is embossed. The Iso Rivolta stands apart from many high-end resto-custom projects in that almost everything used in the build can be purchased from SEMA vendors.

Louie Shefchik has loved cars (racing in particular) his whole life. He is the owner and founder of J&L Fabricating, which has been in business since 1981.

’55 Porsche 550 Spyder

Lead Builder: Edison Sarkisyan, Corona, California
Displayed By: Toyo Treadpass
Category: Sport Compact

What started off as a wild idea came to fruition in the form of Edison Sarkisyan’s ’55 Porsche 550 Spyder. It went from idea to rendering in a matter of days, and the team didn’t look back from that point on.

The unique aspect of the build is the center steer. The concept came about because of Sarkisyan’s love for McLaren’s Formula 1 racing team. It required some modifications to the steering column and some movement under the bonnet. That became more challenging, as the Spyder now featured a 2.8L type four engine instead of its stock 1.5L flat four. The tube frame is a one-off to accommodate the steering.

From left, Allen Iwamoto, Edison Sarkisyan and John Sarkisyan came up with the design of the Spyder, with Edison’s love of F1 and single-seater racing driving the most unique aspect of the build.

Nine hides of Lamborghini-orange leather fill the interior from top to bottom.

 

The 2.8L type-four engine needed to be shifted in order for the single-seater to be plausible.

The exterior features some subtle modifications and some not so subtle, such as the carb stacks that pierce the rear deck.

The interior brought another set of challenges for Sarkisyan. Finding orange vinyl that would match the Lamborghini-orange upholstery became difficult. Sarkisyan decided to use nine hides of Lamborghini orange because the interior, including the floor, is leather. The steering wheel is a one-off piece by Budnik, and Dave Mason made the shifter.

The custom three-piece Fuchs-style wheels feature a slight concave and were built by Augment Wheels in Canada. The exterior features rich, dark-brown paint with fender flares, and carb stacks rise through the rear deck panel.

The biggest challenge came right before the SEMA Show (which some refer to as the “SEMA Crunch”). Sleepless nights filled the last four days.

The engine needed to be rewired, and little details needed to be cleaned up. The build was completed in time to make the Top 3 in the Sport Compact category and Top 12 overall. Sarkisyan told us he would like to thank all involved and congratulate the rest of the Top 12.

’71 Chevrolet C-10

Lead Builder: Brad Swaney; Uniontown, Pennsylvania
Displayed By: Atech
Category: Young Guns

For the past eight years, Brad Swaney has worked on his ’71 Chevrolet C-10 with some guidance from his dad, who gave him the truck when he was just 14. It may look like a stock C-10, but it’s the small changes to the body panels and attention to detail that set it apart from the rest.

The drip rails, rear roof seam and washer openings in the cowl have been removed. The roof is peaked to match the windshield, and the side marker lights are flush mounted.

The wheelwells have been widened 3 in., and ribs have been put in them to line up with the bed floor. Black-walnut wood makes up the floor of the bed, and it has been sanded, buffed and treated with eight coats of clear.

A 454 big-block rests beneath the hood.

Brad Swaney won the Young Guns category at his first-ever SEMA Show.
Relicate Leather provided a vintage look to the interior while giving it a luxurious feel.

An Axalta custom color mix with some subtle exterior modifications make the build’s exterior unique.

Swaney cut the front edge of the hood, leading him to develop filler panels between the grille and core support. He welded the doorjambs to remove the seams because it gave a cleaner look.

He also welded up and C-notched the chassis.

He cut and stepped the front frame, and the front crossmember has been narrowed 2 in. to accommodate 295/35R20 tires on 20x10 wheels. He also took apart the frame and worked and painted all the pieces individually before reassembling them with ARP hardware. There’s a big center frame stiffener that Swaney built out of rollbar tubing inside the frame. It wraps underneath the cab, around the driveshaft and the trailing arm crossmember. The suspension includes tubular arms and double adjustable coil-overs all the way around.

Under the hood lies a 454ci big-block controlled by a 700-R4 transmission, and Classic Performance brakes are tasked with bringing the vehicle to a halt.

The paint was provided by Axalta and features a custom color mix. The build also features a hand-built gauge cluster with Auto Meter custom shop gauges. The interior includes parts by Vintage Air and Relicate Leather.

Swaney is opening a shop with his dad and enjoyed his experience in Battle of the Builders and, of course, winning the Young Guns category.

’88 BMW E30

Lead Builder: Kyle Ray; Rebellion Forge Racing, Omaha, Nebraska
Displayed By: Yukon Gear
Category: Young Guns

Kyle Ray kicked off his SEMA career by placing in the Top 3 in the Young Guns category and the Top 12 overall with his ’88 BMW E390. His concept for the vehicle was simple: a track car with a show-level finish.

The body features chopped fenders and quarter-panels to raise the arches for the tires to fit. The hood vents the heat from the eight-into-one exhaust through two openings. Ray’s shop hand-built a custom rear diffuser and chopped off the roof to replace it with a carbon-fiber piece.

The eight-into-one exhaust is one unique feature of the build and also took the most work.The body includes many modifications to improve overall track performance and to give it a show look.
Kyle Ray’s first appearance at the SEMA Show resulted in a Top 3 finish in Young Guns and Top 12 overall.The seats needed to be pushed back, and a longer steering column was added because of the work to the engine.

Starting the BMW is something of an experience because of the USB key that turns the car on, thanks to a Haltech ECU. Haltech provided the engine-management system, which is mounted to the firewall instead of the dash to make it easier to service. When the ignition is cranked, the engine sounds different from an original four- or six-cylinder engine, because the BMW features an LS—but it still doesn’t sound like a typical V8.

Under the hood lies a 6.0L aluminum-block LS with LS6 headers and a stage-three Texas Speed Cam. The engine is controlled by a CD009 transmission that came from a Nissan 350Z. A rebuilt firewall and transmission tunnel made it possible for the engine to fit. The intake manifold is located through the firewall and under the dash, and it receives air through two cowl vents.

The interior took some careful planning because of the engine being moved. The seats needed to be pushed back, which called for a NASCAR steering column. Sabelt America provided some of the interior equipment. The car sits on Toyo tires and Rotiform Wheels, and Fortune Auto provided the suspension.

Kyle Ray has been with Rebellion Forge Racing for two and a half years and recently became a part owner.

’40 Chevrolet Two-Door Sedan, “Tinmama”

Lead Builder: Luke Merrill, Tinman 2 Kustoms, Isanti, Minnesota
Displayed By: Yukon Gear
Category: Young Guns

Luke Merrill landed back-to-back Top 12 appearances in the SEMA Battle of the Builders with a ’40 Chevrolet two-door sedan that he built for his mom. Merrill’s dad began the project in 1990 for the purpose of transporting the kids to car shows, and Merrill finished the job 30 years later, investing more than 5,000 hours of work in it.

He started by addressing the body. He widened the fenders 3 in. per side, chopped the top 3 in. from the rear and 4 in. from the top. He shaved the bumpers and created one-off tulip-windowed lights and exhaust tips.

Thousands of hours went into sheetmetal work to give the Chevy a classic look with an expensive feel.Under the bonnet lies a small-block Chevy with FiTech injection. It pushes out around 420 hp.
Luke Merrill built this car for his mom and named it “Tinmama.”

The interior needed to be reworked slightly because of the new transmission tunnel running through the center of the car.

He then focused on the way the vehicle sat. By including a subframe swap and lowering the car, he needed to cut the core support. The Chevy now sits on Air Lift Suspension and a ’17 Mustang independent rear suspension.

The engine and transmission became another challenge for him. The engine is a small-block Chevy with FiTech injection and is controlled by a 700-R4 overdrive transmission. An MSD ignition provides the fire, and the combination pushes out around 420 hp.

Merrill needed to move the engine in order to fit a radiator. That required him to make a new transmission crossmember and rework the tunnel. That proved to be especially challenging because of all the components he needed to fit in the tunnel and the cone shape it took.

The cabin features a one-off dash with Auto Meter instrumentation, and Cambridge Upholstery provided much of the interior. Summit Racing provided the paint that Merrill mixed to get the olive-green hue, and M&B Paint Correction helped with the wet sanding.

Merrill would like to thank the multiple companies that contributed to the build, including Auto Meter and Yukon Gear. He followed in his dad’s footsteps in starting Tinman 2 Kustoms at 21 years of age, and he continues to build vehicles.

’72 Ford Bronco, “The Clydesdale”

Lead Builder: Erik Barnlund, Maxlider Brothers Customs, Bloomington, Illinois
Displayed By: US Shift
Category: Truck/Off-Road

According to lead builder Erik Barnlund, some 5,000 man-hours went into the crafting of this stretched Bronco, which was lengthened 26 in. over the stock ’72 wheelbase and sports suicide doors.

Between the rails of the Black Beard Broncos-crafted chassis sits a Roush-supercharged Gen 2 Coyote 5.0L V8 utilizing PBH Performance Speed Drive bracketry and an American Autowire wiring harness. It’s backed by a Ford 6R80 automatic that’s tweaked even further by a US Shift Quick 6 controller and a PCS pushbutton shifter. Power is transferred from the Atlas II transfer case via Tom Wood’s heavy-duty driveshafts to a pair of 4.56-geared Currie Rockjock high-pinion axles matched to a Dana 44 in front and a Dana 60 in the rear, both equipped with Duragrip Positraction carriers.

The rear three-link coil-over suspension helps locate the high-pinion, 4.56-geared Currie Rockjock Dana 60 axle that optimizes ground clearance while reducing excessive driveline angles. A four-link coil-over and high-pinion Rockjock Dana 44 axle perform the same functions up front.

Under the hood, a Roush-supercharged 5.0 Coyote V8 is enhanced by a PBH Performance Speed Drive serpentine kit. It’s backed by a Ford 6R80 transmission and an Atlas II transfer case.

 

Pictured with brother and co-builder Kris Barnlund (right), Erik Barnlund and his stretched ’72 Bronco made the Top 12 finals at the 2019 SEMA Battle of the Builders.

The Bronco was stretched 26 in. from stock to accommodate four doors and three rows of seats. An eight-point rollcage adds protection for the occupants, and BFG KM3 tires on Vision 360 wheels keep the Bronco rolling.

The axles are located by an MJR Industries four-link coil-over front and three-link coil-over rear suspension, which clear space in the wheelwells for 37-in. BFGoodrich KM3 Mud-Terrains on 20x12 Vision 360 Sliver wheels, which are brought to a halt by a set of 14-in. Wilwood Superlite 4R Big Brakes that are fortified by a Wildhorse Hydroboost unit and a Wilwood master cylinder.

Outside, bumpers from Tom’s Bronco Parts provide protection with minimal overhangs, and Maxlider power running boards assist with ingress and egress. The stretched body work and an eight-point rollcage are the handiwork of Black Beard Broncos, and Limelite Graphics applied accents over the PPG paint. The front clip was re-engineered so that the entire assembly can be removed for easier access to the underhood components.

Inside, the all-custom three-row interior received a full leather treatment from Twin City Upholstery. A one-off gauge cluster from Classic Industries is adorned with a Maxlider logo, and a Vintage Air Gen II A/C unit keeps fresh air flowing throughout the cab.

’91 Porsche 911

Lead Builder: TJ Russell, Russell Built Fabrication, Sun Valley, California
Displayed By: Griot’s Garage
Category: Sport Compact

A Baja prerunner Porsche 911 is the build TJ Russell took into the Top 3 Sport Compact category and the Top 12 overall. The car started life as a 911 Carrera 4 cabriolet, and it became a prerunner some 4,000 hours later. Russell wanted it to look as if the car could have come out of a Porsche factory in the ’90s.

With that in mind, this isn’t necessarily a one-off vehicle. Russell could replicate the car for other clients if the demand arose. This is more of a prototype.

Triton Engineering helped with the R&D, as that company specializes in CAD service, which means the parts can be replicated. More than likely, it would need parts to be replaced because of the running it will do.

TJ Russell wanted to maintain the heritage of his Porsche to make it seem as if the vehicle could have been a factory-built car back in the ‘90s.The interior features Sparco racing seats, and the driver can control brake bias and the center locking differential.

The suspension is one of the few things included in the car that Russell completely hand-built himself. It’s designed for at least 12 in. of travel.Russell transformed what may have been the least desirable 911 into one that some can’t wait to get their hands on.

Most of the vehicle is custom, and few parts came from a manufacturer. Baja Designs XL Pore Series lights help the driver navigate off-road at night. The Porsche features a full race cage from bumper to bumper, with entirely custom suspension on Elka Springs. It rides on Toyo tires and FIA-approved Gravel wheels provided by Fifteen52. ProAm Racing brakes bring the car and its 3.8L air-cooled flat six to a stop. The formed rear window feeds air to the rear-mounted A/C condenser and CSF oil coolers.

The interior features Sparco racing seats and a Motech Performance dash. The driver can also control brake bias and the center locking differential.

The suspension includes 12 in. of travel in the front and 14 in. in the back. The car is 7 in. wider per side, with the wheels being widened to the length. The rear wheels have been moved 2 in. rearward, and the fronts have been moved up an inch to balance the weight distribution.

TJ Russell owns Russell Built Fabrications, a fabrication and engineering company.