SEMA News—February 2020

WHEELS & ACCESSORIES NEW PRODUCTS

By Douglas McColloch

2020 New Wheel Products Guide

Noteworthy Wheel Offerings From the 2019 SEMA Show

Among car and truck enthusiasts, tires and wheels are often among the first modifications they’re likely to make to their rides, and it makes sense: New rims and rubber can instantly improve a vehicle’s ride, handling and performance characteristics, they can provide an aesthetic upgrade to nearly any vehicle, and in most cases they’re relatively easy to install.

According to the “2019 SEMA Market Report,” sales of aftermarket wheels reached an estimated $1.32 billion last year, so this still a healthy market segment for manufacturers and retailers alike. What follows here are the hottest new innovations in wheel and wheel-product design from the New Products Showcase at the 2019 SEMA Show.

Cragar Wheel and Black Rock Wheel Fury I Choose a different path with the Series 904B Fury I and Series 935B Fury II wheels, Black Rock’s newest additions to its off-road wheel portfolio. These wheels are offered in gloss black with milled edges and come with the popular beadlock-style wheel lip. 816-602-0932 www.blackrockwheels.com PN: 2022398731, 2022411731
Design Infini Inc. 425 Millennium Motiv Off Road introduces its all-new 425 Millennium wheel. Built from the ground up to be a true off-road-capable wheel, with multiple sizes and offsets available. Eight split spokes are sunk deep into the barrel, giving this style a deep concave look. Available for trucks, Jeeps and SUVs in 17x9 +00, 20x9 +18, 20x10 -12, 20x12 -44 and 22x10 -12. 714-990-2233 www.motivwheels.com PN: 425
Design Infini Inc. 426 Morph New from Motiv Off Road, the 426 Morph wheel is finished in brilliant gloss-black powdercoat with milled CNC accents to highlight the twisted spoke design. Available in 20x9 +18, 20x10 -19, 22x10 -19, 22x12 -44 and 24x12 -44. 714-990-2233 www.motivwheels.com PN: 426
Design Infini Inc. 755 End Game Gloss black with machined lip accents and milled spokes bring out the turbo fan style of this all-new wheel from Gear Off Road. Available in multiple sizes for truck, Jeep and SUV fitments: 20x10 -19, 20x12 -44, 22x12 -44 and 24x12 -44. 714-990-2233 www.gearoffroad.com PN: 755
Design Infini Inc. 817 Carnage The newest wheel from Worx is the 817 Carnage. Built for trucks, Jeeps and SUVs. Finished in high-gloss black powdercoat with CNC-milled accents. 714-990-2233 www.worxwheels.com PN: 817
Design Infini Inc. 9Evo The latest from Fondmetal is the 9Evo wheel. More than 40 years of wheel-building experience is in the DNA of the newest performance wheel. Available in: 18x8, 19x8, 19x9, 20x10.5, 20x9, 20x12, 5x112, 5x120, 5x120.65 and 5x130. 714-990-2233 www.fondmetalusa.com PN: 9EVO
Design Infini Inc. 757 Monsoon All new from Gear Off Road, the 757 Monsoon wheel is built for all popular truck, Jeep and SUV fitments. Available in 17x9 -12, 20x9 +18, 20x10 -19, 20x12 -44, 22x10 -19 and 22x12 -44. 714-990-2233 www.gearoffroad.com PN: 757
Design Infini Inc. 847 Tangent The latest wheel style from Center Line, the cast 847 Tangent wheel is gloss black milled and built for trucks, Jeeps and SUVs. Available in the following sizes: 17x9 -12, 18x9 +00/+18, 20x9 +18, 20x10 -19, 20x12 -44, 22x10 -19 and 22x12 -44. 714-990-2233 www.centerlinewheels.com PN: 847
Design Infini Inc. Alpha Series FTC07 The Fittipaldi Off Road line expands with its newest cast wheel, the Alpha Series FTC07. This wheel is made for lifted trucks, Jeeps and SUVs. Its precision CNC-milled face gives the wheel an incredible high-end appearance ready to make any ride stand out. 714-990-2233 www.fittipaldioffroad.com PN: FTC07
Design Infini Inc. 816 Over Time 816 Over Time is the newest wheel from Worx Wheels. This style combines both mesh and spoke designs with CNC-milled writing on the lip. High-gloss black powdercoat and built for trucks, Jeeps and SUVs. 714-990-2233 www.worxwheels.com PN: 816
Design Infini Inc. 848 Scope A brand-new design from Center Line Wheels, the 848 Scope is a wheel with all-new design elements for modern trucks, Jeeps and SUVs. It is ready to drop jaws with its high-gloss black powdercoat and machined face. Available in 20x12 -44, 22x12 -44, and 24x12 -44. 714-990-2233 www.centerlinewheels.com PN: 848
Design Infini Inc. Terra Series FTC16 The Fittipaldi Off Road line expands with its new cast offerings. The FTC16 is the off-road-designed wheel and comes in 17x9. 714-990-2233 www.fittipaldioffroad.com PN: FTC16
MGP Caliper Covers Saleen Caliper Covers Custom-colored caliper covers with the Saleen licensed logo. 877-995-0003 www.calipercovers.com
Enkei Wheels GTC02 A lightweight, race-inspired wheel made using Enkei’s MAT Dura flow forming technology to reduce the weight of the wheel while increasing its strength. Available in 18 and 19 in. Made in Japan. 817-490-5600 www.enkei.com PN: 534
MGP Caliper Covers Demon Caliper Covers Custom-color caliper covers with trade dress approval for the Demon logo from MOPAR. 877-995-0003 www.calipercovers.com
4Play Wheels 4PF-Series Forged 24x14 4PF6 Introducing what 4Play Wheels says are entirely new, revolutionary, world’s deepest concave profile, two-piece, forged wheels. The new 4PF-series 4PF6 24x14 model is a fully brushed with gunmetal-tinted clearcoat center combined with a brightly polished with gloss transparent clearcoat barrel. Available in five-, six- and eight-lug fitment applications. 844-793-7504 www.4playwheels.com PN: 4PF6-24140-6D55-76BGP
MGP Caliper Covers Hellcat Caliper Covers Custom-color caliper covers with MOPAR trade dress approval for the Hellcat logo. 877-995-0003 www.calipercovers.com
Raceline/Kansei/Allied Tire & Wheel RF404B Ratchet Eight-Lug Forged Dually Sizes: 22x8.25, 22.5x8.25 and 24x8.25. 800-529-4335 www.racelinewheels.com/rf404b-ratchet-8-forged
Silver Metalx Inc. Black Chrome Plated Wheel Magic Black is the new buzz for premium black chrome wheels. The extraordinary Magic Black chrome-finished wheels are as remarkable for their uncompromised quality, precision engineering, advanced materials and revolutionary manufacturing processes as they are for their stunning finish and looks. Rich, lustrous, chrome-plated blackness. 714-521-6810 www.smx-wheels.com
MGP Caliper Covers Jeep Gladiator Caliper Covers MGP custom-color caliper covers with fully licensed Jeep Gladiator logo. 877-995-0003 www.calipercovers.com
Stud Kleen For Medium Trucks Stud Kleen for medium trucks is a hub, stud and wheel cleaning tool. Fits to 1/2-in. impact to clean the rim, hub, rotor face and studs of any contaminants that would affect the overall tire/wheel process. The proprietary abrasive pad is said to last 20 times longer than the competition’s. A perfect tool for any tire shop that does daily tire/wheel service. 414-445-1676 www.studkleen.com PN: SKT101
Topline Products VR15-Strike As the newest introduction into the Chase series from V-Rock Offroad Wheels, the VR15-Strike features an innovative race ring that is designed to simulate a beadlock design. A deep lip flows from the race ring toward formidable spokes, punctuated by a mechanized center hub. The VR15-Strike is available in 17x10, 18x10, 20x10, 20x12 and 22x12. 909-628-7500 www.v-rockoffroadwheels.com PN: VR15-215820SB
Topline Products V11-Vex Verde Wheels presents the V11-Vex, a modernization of a classic mesh design. Multi-faceted split 10 spokes concave toward an impeccably refined hub, and interchangeable center caps provide either a covered cap luxury appearance or exposed lugs for a sportier stance. Available in 16x7.5, 17x8, 18x8.5, 18x9.5, 20x9, and 20x10.5 sizes. 909-628-7500 www.verdewheels.com PN: V11-219025GB
Topline Products VR16-Raid As the newest introduction into the Chase series from V-Rock Offroad Wheels, the VR16-Raid features an innovative race ring that is designed to simulate a beadlock design. A deep lip flows into notched and cut-out spokes for an aggressive stance. The VR16-Raid is available in 18x10, 20x10, 20x12 and 22x12 in satin-black finish. 909-628-7500 www.v-rockoffroadwheels.com PN: VR16-215820SB
3D Billet Products Hub Lights Billet wheel center caps for aftermarket wheels with custom LED solar lights to illuminate inside wheel rims controlled by wireless key fob. Solid cap covers with no lights available to custom order. Fits standard wheel mounting-hole placement on most styles of aftermarket wheels. Security bolts included in set. 559-291-2087 www.3dbilletproducts.com PN: HL2019
Topline Products V12-Incise The V12-Incise from Verde features a distinctive split five-spoke design highlighted by advanced window pockets. High spokes juxtapose with low spokes that concave toward a refined center. The V12-Incise is available in 20x9, 20x10.5, 22x9 and 22x10.5. 909-628-7500 www.verdewheels.com PN: V12-219025SB
Topline Products VR17-Storm As the newest introduction into the Chase series from V-Rock Offroad Wheels, the VR17-Storm features an innovative race ring that is designed to simulate a beadlock design. Distinctive racing-inspired spokes combine with a deep lip for maximum impact. The VR17-Storm is available in 17x10, 18x10 and 20x10 with a custom satin gray and black ring finish. 909-628-7500 www.v-rockoffroadwheels.com PN: VR17-215820SG
True Spike Lug Nuts Long Bullet Antenna True Spike patent-pending Fat Bullet-series replacement anti-theft antenna kit. Available in different colors. Manufactured from billet aluminum and anodized. Easy installation in minutes with a patent-pending anti-theft installation tool and includes a patent-pending internal antenna coil that improves radio reception. 305-463-0680 www.truespikelugnuts.com PN: SA118
True Spike Lug Nuts 50-Caliber Bullet Lug Nuts True Spike 50 Caliber-series lug nuts are a unique design. The lower part of the lug nut assembly is made out of CNC-machined forged steel and powdercoated, and the 50 Caliber lug nut cap is manufactured out of T6061 CNC-machined billet aluminum and powdercoated or anodized. Patents #D801,166, #D786,056 and #10,041,524. 305-463-0680 www.truespikelugnuts.com PN: LGC008MC
True Spike Lug Nuts Crown Lug Nuts True Spike Crown-series lug nuts are a unique design. The lower part of the lug nut assembly is made out of CNC-machined forged steel and powdercoated, and the Crown cap is manufactured out of T6061 CNC-machined billet aluminum and powdercoated or anodized. Patents #D793,853, #D786,056 and #10,041,524. 305-463-0680 www.truespikelugnuts.com PN: LGC016ML
Tru Align LLC Alignment Head Bracket This new Tru Align bracket allows Hawkeye Elite alignment heads to be installed without the use of clamps that interfere with fenders. Allows the user to space the head out on large tires on deep-dish wheels. This system eliminates contact with the wheels and eliminates the possibility of scratching the face of the wheels. Questions: dean@trualign.com. 805-559-1023 www.trualign.com
True Spike Lug Nuts 22x1.5 33mm Dually Semi Truck Lug Nuts The 33mm 22x1.5 dually lug nuts eliminate the use of the traditional cheap plastic caps normally used to cover this type of lug nut on trucks using 22x1.5 lug nuts. The kit comes with 40 steel lug nuts and 40 billet caps. The caps screw onto the lug nuts, and there is a rubber seal that puts pressure on the cap so that it will not screw off. Patented. 305-463-0680 www.truespikelugnuts.com PN: LGC100
True Spike Lug Nuts Fat Bullet Antenna The True Spike patent-pending Vulcan Fat Bullet-series replacement anti-theft antenna kit is available in different colors. Manufactured from billet aluminum and anodized. Easy installation in minutes with the company’s patent-pending anti-theft installation tool and includes a patent-pending internal antenna coil that improves radio reception. 305-463-0680 www.truespikelugnuts.com PN: SA117
True Spike Lug Nuts Fender Flare Hardware New from True Spike is this simple hardware kit that allows the use of any True Spike lug nut cap (more than 50 designs to choose from) on pocket fender flares. They will fit on most aftermarket pocket and cut flares. Remove the hardware that came with the fender flares, add the kit’s hardware and bolt up any lug nut cap True Spike makes. 305-463-0680 www.truespikelugnuts.com PN: FFH001
True Spike Lug Nuts Poseidon Spike Lug Nuts True Spike Poseidon Spike-series lug nuts are a unique design. The lower part of the lug nut assembly is made out of CNC-machined forged steel and powdercoated, and the Poseidon Spike cap is manufactured out of T6061 CNC-machined billet aluminum and powdercoated or anodized. Patents #D787,927, #D786,056 and #10,041,524. 305-463-0680 www.truespikelugnuts.com PN: LGC007ML
True Spike Lug Nuts Shotgun Shell Lug Nuts True Spike Shotgun Shell-series lug nuts are a unique design. The lower part of the lug nut assembly is made out of CNC-machined forged steel and powdercoated, and the shotgun shell cap is manufactured out of T6061 CNC-machined billet aluminum and powdercoated or anodized. Patents #D805,381, #D786,056 and #10,041,524. 305-463-0680 www.truespikelugnuts.com PN: LGC039MC
The Wheel Group/Wheel-1 Cali Offroad Gemini Gloss Black/Milled The Cali Offroad Gemini is shown in gloss black with milled spokes but is also available in highly polished with milled accents. The Gemini is the company’s take on a classic mesh wheel with a modern twist. Available in 20x9, 20x10, 20x12, 22x12 and 24x14 for all popular five-, six- and eight-lug applications. 626-363-1676 www.calioffroad.com www.thewheelgroup.com PN: 9112-22281BM
True Spike Lug Nuts Muzzle Brake-Style Lug Nuts True Spike Muzzle Brake-series lug nuts are a unique design. The lower part of the lug nut assembly is made out of CNC-machined forged steel and powdercoated, and the Muzzle Brake-style cap is manufactured out of T6061 CNC-machined billet aluminum and then anodized. Patents #D786,056 and #10,041,524. 305-463-0680 www.truespikelugnuts.com PN: LGC054
True Spike Lug Nuts Universal Center Cap System New True Spike aftermarket-wheel center caps allow the user to install any True Spike lug nuts in a wheel that comes with a lug nut covered center cap. Available in five-, six- and eight-lug configurations and fits most aftermarket wheels. Made of CNC billet aluminum and hard anodized in black for a long-lasting and durable finish. Patent #9,701,156. 305-463-0680 www.truespikelugnuts.com PN: LGP100BK
The Wheel Group/Wheel-1 Cali Offroad Gemini Polished/Milled The Cali Offroad Gemini shown in highly polished with milled spokes is also available in gloss black with milled accents. The Gemini is the company’s take on a classic mesh wheel with a modern twist. Available in 20x9, 20x10, 20x12, 22x12 and 24x14 for all popular five-, six- and eight-lug applications. 626-363-1676 www.calioffroad.com www.thewheelgroup.com PN: 9112-22281P
The Wheel Group/Wheel-1 Mayhem Wheels Voyager Dark Bronze 626-363-1676 www.mayhemwheels.com www.thewheelgroup.com PN: 8303-7883MZ0 The Mayhem Voyager displayed in dark bronze is the company’s newest flow-formed addition to the family. This Overland-inspired wheel is designed to reliably deliver the vehicle to whatever wild destination the driver has in mind, and do it in style. Also available in matte black, it is offered in all popular five- and six-lug applications.
Wheel-eez/Cork Industries Detail Pro Wheel-eez says that Detail Pro wheel cleaner offers the best-in-class wheel cleaner for professional detailers. Detail Pro can be used with all wheel types. It is noncorrosive and safe to use, along with being biodegradable. No more relying on harsh chemicals for tough-to-clean wheels. 800-355-2675 www.removesugly.com PN: 810629020132
The Wheel Group/Wheel-1 Cali Offroad Paradox Gloss Black/Milled The Cali Offroad Paradox shown in gloss black with milled spokes is also available in highly polished with milled accents The Paradox is the company’s rendition of a classic full-face wheel designed with a modern touch. Available in 20x9, 20x10, 20x12, 22x12 and 24x14 for all popular five-, six- and eight-lug applications. 626-363-1676 www.calioffroad.com www.thewheelgroup.com PN: 9113-22281BM
The Wheel Group/Wheel-1 Cali Offroad Paradox Polished/Milled The Cali Offroad Paradox shown in highly polish with milled spokes is also available in gloss black with milled spokes. The Paradox is the company’s rendition of a classic full-face wheel designed with a modern touch. Available in 20x9, 20x10, 20x12, 22x12 and 24x14 for all popular five-, six- and eight-lug applications. 626-363-1676 www.calioffroad.com www.thewheelgroup.com PN: 9113-22281P
The Wheel Group/Wheel-1 Mayhem Wheels Voyager Matte Black The Mayhem Voyager displayed in matte black finish is the company’s newest flow-formed addition to the family. This Overland-inspired wheel is designed to reliably deliver the vehicle to whatever wild destination the driver has in mind, and do it in style. Also available in dark bronze, it is offered in all popular five- and six-lug applications. 626-363-1676 www.mayhemwheels.com www.thewheelgroup.com PN: 8303-7873MB0
The Wheel Group/Wheel-1 Dirty Life Race Wheels Mesa Dark Bronze The Dirty Life Mesa shown in dark bronze is also available in matte black and comes in 17x9. The Mesa is designed to get the vehicle anywhere from the dunes in Glamis to the trails in Moab and back. This model is available in all popular five-, six- and eight-lug bolt patterns. 626-363-1676 www.dirtylifewheels.com www.thewheelgroup.com PN: 8303-7883MZ0
The Wheel Group/Wheel-1 Dirty Life Race Wheels Cage Matte Black The Dirty Life Cage displayed in matte black is also available in matte gold. A bold six-spoke design mixed with some modern elements, it is designed to be strong in the dirt or on the job site. Available only in 17x8.5 for all popular five-, six- and eight-lug vehicles. 626-363-1676 www.dirtylifewheels.com www.thewheelgroup.com PN: 9308-7873MB
The Wheel Group/Wheel-1 Mayhem Wheels Cogent Dually Black/Milled Introducing the Mayhem Cogent, an aggressive and impressive dually wheel. This rear wheel comes in gloss black with milled accents and fits all modern dually trucks. The cogent meets and exceeds both load ratings and styling expectations. Shown in 22x8.25. 626-363-1676 www.mayhemwheels.com www.thewheelgroup.com PN: 9110-22x8.25-R
The Wheel Group/Wheel-1 Touren TR78 Brushed Black With Dark Tint The Touren TR78 shown in 20x9 is also available in 18x8. Displayed in brushed black with dark tint, it is a perfect addition to any passenger car on the market. Designed with class, elegance and a bit of sportiness to make sure the vehicle is always ready for anything. Also available in gloss black. 626-363-1676 www.tourenwheels.com PN: 3278-2912TM35
The Wheel Group/Wheel-1 Dirty Life Race Wheels Cage Matte Gold 626-363-1676 www.dirtylifewheels.com www.thewheelgroup.com PN: 9308-7883MGD The Dirty Life Cage displayed in matte gold is also available in matte black. A bold six-spoke design with some modern design elements, it is made to get the vehicle where it’s going and back no matter what detour is taken. Available in 17x8.5 in all popular five-, six- and eight-lug bolt patterns.
The Wheel Group/Wheel-1 Mayhem Wheels Essex Black/Milled The Mayhem Essex shown in gloss black with milled accents is made in all popular five-, six- and eight-lug bolt patterns. Aggressive styling mixed with classy finishes add finishing touches to a build. 626-363-1676 www.dirtylifewheels.com www.thewheelgroup.com PN: 8112-22252BM
Xtreme Mudder Wheels XM-340 The 30x16 XM-340 in gloss black milled. Patent pending. Almost all of XM’s wheels are patented or in the process of becoming patented to show how original each of XMs wheels are. XM says that it is the first company to release 28- and 30-in. cast off-road wheels. 972-290-4900 www.xmudderwheel.com PN: XM-340 30x16

SEMA News—February 2020

EVENTS

By Douglas McColloch

Global Tire Expo 2019

TIA Announces New Programs and Partnerships for 2020

The Tire Industry Association (TIA) consists of more than 13,000 members representing more than 40 countries worldwide. More than 150 companies were represented at the Global Tire Expo during the 2019 SEMA Show.

TIA is a nonprofit organization, and its mission is to promote tire safety through education and training, to act as the tire industry’s principal advocate in legislative affairs, and to represent the industry at public and industry events such as the SEMA Show. TIA offers training and certification courses in automotive, commercial, earthmover and farm tire service, and more than 150,000 technicians have completed TIA coursework to date.

At the 2019 SEMA Show, TIA announced a new educational initiative for Automotive Tire Service (ATS), a 100-Level Intro to ATS online university program aimed at educating non-technicians such as salespersons in retail stores. The program commences in 2020, the organization’s centennial year.

“There are a lot of people in the tire industry who need an introduction to passenger and light-truck tire service even though they do not change tires,” said Brian Rigney, TIA president. “Intro to ATS gives them the background information they need to understand the basic guidelines and procedures for servicing automotive tire assemblies.”

The new program consists of five courses or modules: passenger and light-truck tires; passenger and light-truck rims, wheels and hubs; passenger and light-truck tire service; TPMS; and sales. All modules offer broad overviews rather than detailed instructions, and the sales module is focused on general principles of selling a tire to assist sales pros when working with prospective customers. The goal is to help non-technicians gain a better understanding of passenger and light-truck tire service to drive additional sales and improve customer
retention rates.

“We’ve noticed an educational gap in the industry, where promises made at the sales counter cannot be fulfilled in the shop,” said Kevin Rohlwing, TIA senior vice president of training. “Intro to ATS bridges that gap so sales and office personnel have the same foundational training as technicians, which ultimately will result in better customer service and increased productivity.”

The Global Tire Expo hosts numerous hands-on technical demonstrations throughout the week of the SEMA Show, such as this one at the Hunter Engineering booth.

TIA also announced the start of a similar 100-Level program for Commercial Tire Service (CTS).

“Intro to CTS is actually a combination of the commercial, earthmover, farm and industrial tire programs,” Rigney said, “so non-technicians understand the basic terminology, applications and service requirements for a wide range of tires and wheels.”

Additionally, TIA announced a new partnership with the Tread Rubber and Tire Repair Materials Group (TRMG) to make TRMG retread and repair documentation available for download on TIA’s website.

“Part of our mission is to improve safety through training and education, so this partnership with TRMG is consistent with the long-term goals of TIA,” Rohlwing said. “TIA’s retreader members will now have instant access to a wide range of educational and training materials they can use to improve their products and processes.”

Finally, TIA announced plans for an upcoming environmental conference in Washington, D.C. The event, presented in conjunction with TIA’s Environmental Advisory Council, will be devoted to reviewing environmental issues as they affect the tire industry and to promote sustainable best practices across all industry sectors. The conference is tentatively scheduled for April 2020.

Global Tire Expo—Powered by TIA—was created in 1997 as a result of a merger of the International Tire Expo and the SEMA Show, and since then it has grown into one of the world’s largest tire expositions under the direction of the Tire Industry Association (TIA). At the 2019 SEMA Show, the Expo hosted an annual membership meeting, a welcome reception and awards ceremony, and an annual media event to announce new projects and initiatives for the coming year.

Another growing segment within the global tire market is TPMS—in particular, aftermarket replacement sensors and remote programmers such as these units displayed at the Schrader booth at the 2019 SEMA Show.	Commercial OTR (off-the-road) tires for earthmovers, farm and commercial equipment are prominent players at Global Tire Expo. Worldwide sales in this segment are forecast to increase from $5.5 billion in 2018 to more than $8 billion in 2026.
The growth of the UTV market has created opportunities for manufacturers with products specifically designed for the unique demands of those vehicles. We spied these examples at the Greenball booth at the 2019 SEMA Show.	A wheel display at the American Truxx booth at the 2019 SEMA Show. In for 2019: silver, black, matte and polished finishes. Out: loud, flashy colors.

SEMA News—February 2020

EVENTS

By Douglas McColloch

Global Tire Expo 2019

TIA Announces New Programs and Partnerships for 2020

The Tire Industry Association (TIA) consists of more than 13,000 members representing more than 40 countries worldwide. More than 150 companies were represented at the Global Tire Expo during the 2019 SEMA Show.

TIA is a nonprofit organization, and its mission is to promote tire safety through education and training, to act as the tire industry’s principal advocate in legislative affairs, and to represent the industry at public and industry events such as the SEMA Show. TIA offers training and certification courses in automotive, commercial, earthmover and farm tire service, and more than 150,000 technicians have completed TIA coursework to date.

At the 2019 SEMA Show, TIA announced a new educational initiative for Automotive Tire Service (ATS), a 100-Level Intro to ATS online university program aimed at educating non-technicians such as salespersons in retail stores. The program commences in 2020, the organization’s centennial year.

“There are a lot of people in the tire industry who need an introduction to passenger and light-truck tire service even though they do not change tires,” said Brian Rigney, TIA president. “Intro to ATS gives them the background information they need to understand the basic guidelines and procedures for servicing automotive tire assemblies.”

The new program consists of five courses or modules: passenger and light-truck tires; passenger and light-truck rims, wheels and hubs; passenger and light-truck tire service; TPMS; and sales. All modules offer broad overviews rather than detailed instructions, and the sales module is focused on general principles of selling a tire to assist sales pros when working with prospective customers. The goal is to help non-technicians gain a better understanding of passenger and light-truck tire service to drive additional sales and improve customer
retention rates.

“We’ve noticed an educational gap in the industry, where promises made at the sales counter cannot be fulfilled in the shop,” said Kevin Rohlwing, TIA senior vice president of training. “Intro to ATS bridges that gap so sales and office personnel have the same foundational training as technicians, which ultimately will result in better customer service and increased productivity.”

The Global Tire Expo hosts numerous hands-on technical demonstrations throughout the week of the SEMA Show, such as this one at the Hunter Engineering booth.

TIA also announced the start of a similar 100-Level program for Commercial Tire Service (CTS).

“Intro to CTS is actually a combination of the commercial, earthmover, farm and industrial tire programs,” Rigney said, “so non-technicians understand the basic terminology, applications and service requirements for a wide range of tires and wheels.”

Additionally, TIA announced a new partnership with the Tread Rubber and Tire Repair Materials Group (TRMG) to make TRMG retread and repair documentation available for download on TIA’s website.

“Part of our mission is to improve safety through training and education, so this partnership with TRMG is consistent with the long-term goals of TIA,” Rohlwing said. “TIA’s retreader members will now have instant access to a wide range of educational and training materials they can use to improve their products and processes.”

Finally, TIA announced plans for an upcoming environmental conference in Washington, D.C. The event, presented in conjunction with TIA’s Environmental Advisory Council, will be devoted to reviewing environmental issues as they affect the tire industry and to promote sustainable best practices across all industry sectors. The conference is tentatively scheduled for April 2020.

Global Tire Expo—Powered by TIA—was created in 1997 as a result of a merger of the International Tire Expo and the SEMA Show, and since then it has grown into one of the world’s largest tire expositions under the direction of the Tire Industry Association (TIA). At the 2019 SEMA Show, the Expo hosted an annual membership meeting, a welcome reception and awards ceremony, and an annual media event to announce new projects and initiatives for the coming year.

Another growing segment within the global tire market is TPMS—in particular, aftermarket replacement sensors and remote programmers such as these units displayed at the Schrader booth at the 2019 SEMA Show.	Commercial OTR (off-the-road) tires for earthmovers, farm and commercial equipment are prominent players at Global Tire Expo. Worldwide sales in this segment are forecast to increase from $5.5 billion in 2018 to more than $8 billion in 2026.
The growth of the UTV market has created opportunities for manufacturers with products specifically designed for the unique demands of those vehicles. We spied these examples at the Greenball booth at the 2019 SEMA Show.	A wheel display at the American Truxx booth at the 2019 SEMA Show. In for 2019: silver, black, matte and polished finishes. Out: loud, flashy colors.

SEMA News—February 2020

EVENTS

By Douglas McColloch

2019 SEMA Launch Pad Selects a Winner

The 2019 SEMA YEN Launch Pad was held before a full house at the Westgate Resort & Casino Theater in Las Vegas during the 2019 SEMA Show.

SEMA Launch Pad Presented by YEN started in 2013 as a partnership between SEMA Education and the Young Executives Network (YEN). The goal was to promote entrepreneurship in the automotive aftermarket by giving young innovators and builders a chance to showcase their products before a panel of industry experts at the SEMA Show. Out of hundreds of aspirants, a short-list of 10 is selected to appear at the SEMA Show. From that group, five finalists are chosen to pitch their products in person at a dedicated event in Las Vegas.

Where Education Meets Inspiration

“Originally, Launch Pad was created as a SEMA council program aimed at supporting the SEMA Board of Directors’ Next Generation strategic initiative—a strategy to increase the number of young individuals engaged and involved in the association and industry,” said Nathan Ridnouer, SEMA vice president, councils and membership. “Launch Pad has been tremendous in putting young entrepreneurs and their businesses on the big stage at the industry’s most important trade show. Nowhere else is there an opportunity for this type of promotion of their ingenuity, innovation and entrepreneurial spirit.”

Launch Pad kicks off SEMA Education’s Student Program at the annual SEMA Show. According to Zane Clark, SEMA senior director of education, more than 3,000 high-school and post-secondary students attend the program, and more than 1,300 attend Launch Pad itself.

“Launch Pad inspires students to dream and to know that their dreams are attainable,” Clark said. “More than that, the young-entrepreneurs’ competition provides a practical road map on what it takes to launch a business and the work that is required to get there.”

The 2019 Launch Pad was emceed by ArcLight Fabrication master builder and “Shifting Gears” TV personality Aaron Kaufman.

Challenges to Meet, Obstacles to Overcome

For the finalists and semifinalists, rewards can range from a SEMA Show kiosk to a turnkey display space, complimentary ads in SEMA News, discounts on SEMA Data Co-op membership, SEMA Show passes and even $10,000 in cash to the Launch Pad winner. Along the way, aspirants need to show superior presentation and marketing skills if they wish to advance to the final rounds.

“The entire process required us to hone in on exactly what our product was and was not,” said 2019 Launch Pad finalist Reid Lunde of Kaizenspeed. “Overall, it helped us to firm up our product offering—everything from how we planned to manufacture it to how we would bring it to market. It was a fast-forward button for us.”

Along the way, competitors not only learn marketing and brand-building skills but also forge close professional and personal ties with their fellow entrants.

The panel of judges for the 2019 Launch Pad were (from left) Dan Kahn of Kahn Media and SEMA Board member; Vaughn Gittin Jr., president of RTR Vehicles and world champion drifter; Melanie White, president of Hellwig Products and a SEMA Board member; Sean P. Holman, content director for Motor Trend Group and co-host of “The Truck Show Podcast with Lightning & Holman”; and Wade Kawasaki, CEO of Legendary Companies and immediate past SEMA Chairman of the Board.

Reid Lunde (center) holds his winner’s check for $10,000 as the Launch Pad grand-prize winner for 2019.

The Launch Pad curriculum also includes a YEN social mixer prior to the main event. At the mixer, contestants can exchange ideas with colleagues and learn valuable lessons from past competitors.

“My fellow competitors were my true competitors for only those few minutes on stage,” returning finalist Christopher Owens of Last Drop Wrench noted. “Before and after, we grew to be each other’s support system, cheering section and mentors. Those friendships formed with fellow competitors and SEMA staff associated with the program are so valuable that I wouldn’t trade any of them for the world.”

Competitors also learn how to push their own abilities to achieve greater results.

“Being in competition with others who have the same passion for their business and product pushes you beyond your comfort level and forces you to be a better version of yourself,” said 2019 finalist TJ Hammerle of Trac-Top.

Rules of the Game

For aspiring applicants, eligibility rules are simple and straightforward. Applicants do not need to be SEMA members but must be under the age of 40 at the time of the closing of the SEMA Show at which they’ll be presenting. The actual presenter must be the owner, president, CEO or majority shareholder of his or her company. The product being presented must be functional, whether as a concept, a prototype or a production model currently for sale.

Applications are accepted from February through April, with voting via social media occurring from July through September. The top 10 finishers are notified in mid-September, and all convene at the SEMA Show in Las Vegas, where the top five are invited to make a 5-min. presentation before a panel of industry leaders who pick a grand-prize winner based on criteria such as presentation skills, marketing plans, product viability and market appeal.

Judges and Competitors

The 2019 Launch Pad took place November 4, 2019, at the Westgate Resort & Hotel Theater in Las Vegas. In attendance were hundreds of industry professionals and observers. Judging this year’s competition were Vaughn Gittin Jr., president of RTR Vehicles and world champion drifter; Sean Holman, content director of Motor Trend Group and co-creator and co-host of “The Truck Show” podcast; Dan Kahn, president and CEO of Kahn Media Inc. and SEMA Board member; Wade Kawasaki, CEO of Legendary Companies and immediate past SEMA Chairman of the Board; and Melanie White, president of Hellwig Products and also a current SEMA Board member. Emceeing the event was master builder and star of Discovery Channel’s “Shifting Gears” Aaron Kaufman of ArcLight Fabrication.

Joining the event at Launch Pad 2019 were the following semifinalists and their products:

Eric Amato

Eric Amato, President of Radial Dynamics LLC
Product: Vortex Steering Reservoir

Amato’s Vortex Steering Reservoir features a patent-pending design that actively de-aerates steering fluid and maximizes effective system capacity to keep even the highest-flowing steering pumps working optimally under the most demanding conditions.

Alexander Reid

Alexander Reid, GloTrim Products Lead, Seville Auto Trim LLC
Product: Fiber-Optic Light Guide

Reid’s GloTrim is a flexible-glass fiber optic welting system designed to provide premium soft-trim lighting for vintage and classic cars. GloTrim kits are designed to be integrated into any 12V system and used on virtually any surface requiring soft-trim lighting.

John Schurman

John Schurman, Founder of Voxel Evolution LLV (dba Luxe Auto Concepts)
Product: Luxe LightWrap

Schurman’s Luxe LightWrap is a translucent premium cast vinyl designed specifically for wrapping a vehicle’s lights and trim. Designed with the professional in mind, it features air release for bubble-free installation. It can also be printed and laminated.

Justin Urban

Justin Urban, Owner of Urban Custom Fabrication
Product: DIY Custom Flatbeds

Urban’s Urban Custom Flatbeds offers an aluminum flatbed with interlocking pieces that bolt together at home or in a professional garage. The bed can be shipped directly to the customer’s door, and fabrication shops can save on inventory costs because the bed fits most platforms.

The top five finalists and their product offerings were:

TJ Hammerle

TJ Hammerle, CEO of Trac-Top LLC
Product: Trac-Top/Jeep Wrangler Top

Hammerle’s Trac-Top is a direct replacement for the freedom panels of the Jeep Wrangler, using the factory hardware. The Trac-Top is a coil-sprung retractable canvas that is built directly into the housing so that users have instant shade when they want it and protection from the elements whenever needed.

Riley Koidahl

Riley Koidahl, Founder/CEO of The Paddock
Product: The Paddock

Koidahl came to Launch Pad with The Paddock, an online shopping and comparison tool that leverages technology to give car enthusiasts the best shopping experience possible. Users can virtually test fit wheels, browse classifieds and connect with installers for a seamless wheel and tire experience.

Reid Lunde

Reid Lunde, Owner and Founder of Kaizenspeed LLC
Product: Kaizen Relay

Lunde’s innovation for Launch Pad 2019 was the Kaizen Relay, a weatherproof solid-state relay that directly replaces standard relays. Its patent-pending design allows multiple relays to interconnect, making it easy to add on without complicated wiring. Programmable CAN-bus modules and wireless modules can be attached, making the Kaizen Relay a smart PDM.

Christopher Owens

Christopher Owens, CEO and Founder of Last Drop Wrench
Product: The Last Drop Wrench

A top 10 honoree in 2018, Owens returned in 2019 with The Last Drop Wrench, a handy device that allows the user to drain oil from an oil filter before it has been removed, eliminating spills and burns while also decreasing the time it takes to complete an oil change by up to 25%.

Wesley Poole

Wesley Poole, President of Forged Authority
Product: Aftermarket Truck Bed Systems

Poole’s company, Forged Authority, manufactures the next generation of Truck Bed Systems, which include toolboxes, chairs, tire chocks, tie-down hooks, kayak racks, fishing-rod holders and more. Accessories mount onto the company’s new Modular Frame Rail (MFR) with a single pin, within seconds. Once installed, the MFR can accommodate a number of attachments.

Final and Aftermath

After all the presentations and votes were tallied, Reid Lunde of Kaizenspeed took home the grand prize for his Kaizen Relay.

“Winning Launch Pad validates my ideas and will increase exposure for the product and company,” Lunde said. “I started in this industry in 2002, and it’s always been my goal to think differently—performance done right—and grow to a size that can influence the direction of the automotive aftermarket while not getting too big and losing touch with the people who matter the most.”

“Launch Pad was a great honor and a great experience,” added finalist Wesley Poole of Forged Authority. “It was most beneficial for our company by allowing us to gauge our accessories in the market, get feedback, dive deeper into the detail of where we can improve, and how to take advantage of the opportunities.”

For his winning effort, Lunde received $10,000 to be used toward his business, exhibit space at the 2020 SEMA Show, advertising in SEMA News, access to SEMA business tools and much more.

Entries for Launch Pad 2020 are set to open in March. Visit www.sema.org/launch-pad.

SEMA News—February 2020

EVENTS

By Douglas McColloch

2019 SEMA Launch Pad Selects a Winner

The 2019 SEMA YEN Launch Pad was held before a full house at the Westgate Resort & Casino Theater in Las Vegas during the 2019 SEMA Show.

SEMA Launch Pad Presented by YEN started in 2013 as a partnership between SEMA Education and the Young Executives Network (YEN). The goal was to promote entrepreneurship in the automotive aftermarket by giving young innovators and builders a chance to showcase their products before a panel of industry experts at the SEMA Show. Out of hundreds of aspirants, a short-list of 10 is selected to appear at the SEMA Show. From that group, five finalists are chosen to pitch their products in person at a dedicated event in Las Vegas.

Where Education Meets Inspiration

“Originally, Launch Pad was created as a SEMA council program aimed at supporting the SEMA Board of Directors’ Next Generation strategic initiative—a strategy to increase the number of young individuals engaged and involved in the association and industry,” said Nathan Ridnouer, SEMA vice president, councils and membership. “Launch Pad has been tremendous in putting young entrepreneurs and their businesses on the big stage at the industry’s most important trade show. Nowhere else is there an opportunity for this type of promotion of their ingenuity, innovation and entrepreneurial spirit.”

Launch Pad kicks off SEMA Education’s Student Program at the annual SEMA Show. According to Zane Clark, SEMA senior director of education, more than 3,000 high-school and post-secondary students attend the program, and more than 1,300 attend Launch Pad itself.

“Launch Pad inspires students to dream and to know that their dreams are attainable,” Clark said. “More than that, the young-entrepreneurs’ competition provides a practical road map on what it takes to launch a business and the work that is required to get there.”

The 2019 Launch Pad was emceed by ArcLight Fabrication master builder and “Shifting Gears” TV personality Aaron Kaufman.

Challenges to Meet, Obstacles to Overcome

For the finalists and semifinalists, rewards can range from a SEMA Show kiosk to a turnkey display space, complimentary ads in SEMA News, discounts on SEMA Data Co-op membership, SEMA Show passes and even $10,000 in cash to the Launch Pad winner. Along the way, aspirants need to show superior presentation and marketing skills if they wish to advance to the final rounds.

“The entire process required us to hone in on exactly what our product was and was not,” said 2019 Launch Pad finalist Reid Lunde of Kaizenspeed. “Overall, it helped us to firm up our product offering—everything from how we planned to manufacture it to how we would bring it to market. It was a fast-forward button for us.”

Along the way, competitors not only learn marketing and brand-building skills but also forge close professional and personal ties with their fellow entrants.

The panel of judges for the 2019 Launch Pad were (from left) Dan Kahn of Kahn Media and SEMA Board member; Vaughn Gittin Jr., president of RTR Vehicles and world champion drifter; Melanie White, president of Hellwig Products and a SEMA Board member; Sean P. Holman, content director for Motor Trend Group and co-host of “The Truck Show Podcast with Lightning & Holman”; and Wade Kawasaki, CEO of Legendary Companies and immediate past SEMA Chairman of the Board.

Reid Lunde (center) holds his winner’s check for $10,000 as the Launch Pad grand-prize winner for 2019.

The Launch Pad curriculum also includes a YEN social mixer prior to the main event. At the mixer, contestants can exchange ideas with colleagues and learn valuable lessons from past competitors.

“My fellow competitors were my true competitors for only those few minutes on stage,” returning finalist Christopher Owens of Last Drop Wrench noted. “Before and after, we grew to be each other’s support system, cheering section and mentors. Those friendships formed with fellow competitors and SEMA staff associated with the program are so valuable that I wouldn’t trade any of them for the world.”

Competitors also learn how to push their own abilities to achieve greater results.

“Being in competition with others who have the same passion for their business and product pushes you beyond your comfort level and forces you to be a better version of yourself,” said 2019 finalist TJ Hammerle of Trac-Top.

Rules of the Game

For aspiring applicants, eligibility rules are simple and straightforward. Applicants do not need to be SEMA members but must be under the age of 40 at the time of the closing of the SEMA Show at which they’ll be presenting. The actual presenter must be the owner, president, CEO or majority shareholder of his or her company. The product being presented must be functional, whether as a concept, a prototype or a production model currently for sale.

Applications are accepted from February through April, with voting via social media occurring from July through September. The top 10 finishers are notified in mid-September, and all convene at the SEMA Show in Las Vegas, where the top five are invited to make a 5-min. presentation before a panel of industry leaders who pick a grand-prize winner based on criteria such as presentation skills, marketing plans, product viability and market appeal.

Judges and Competitors

The 2019 Launch Pad took place November 4, 2019, at the Westgate Resort & Hotel Theater in Las Vegas. In attendance were hundreds of industry professionals and observers. Judging this year’s competition were Vaughn Gittin Jr., president of RTR Vehicles and world champion drifter; Sean Holman, content director of Motor Trend Group and co-creator and co-host of “The Truck Show” podcast; Dan Kahn, president and CEO of Kahn Media Inc. and SEMA Board member; Wade Kawasaki, CEO of Legendary Companies and immediate past SEMA Chairman of the Board; and Melanie White, president of Hellwig Products and also a current SEMA Board member. Emceeing the event was master builder and star of Discovery Channel’s “Shifting Gears” Aaron Kaufman of ArcLight Fabrication.

Joining the event at Launch Pad 2019 were the following semifinalists and their products:

Eric Amato

Eric Amato, President of Radial Dynamics LLC
Product: Vortex Steering Reservoir

Amato’s Vortex Steering Reservoir features a patent-pending design that actively de-aerates steering fluid and maximizes effective system capacity to keep even the highest-flowing steering pumps working optimally under the most demanding conditions.

Alexander Reid

Alexander Reid, GloTrim Products Lead, Seville Auto Trim LLC
Product: Fiber-Optic Light Guide

Reid’s GloTrim is a flexible-glass fiber optic welting system designed to provide premium soft-trim lighting for vintage and classic cars. GloTrim kits are designed to be integrated into any 12V system and used on virtually any surface requiring soft-trim lighting.

John Schurman

John Schurman, Founder of Voxel Evolution LLV (dba Luxe Auto Concepts)
Product: Luxe LightWrap

Schurman’s Luxe LightWrap is a translucent premium cast vinyl designed specifically for wrapping a vehicle’s lights and trim. Designed with the professional in mind, it features air release for bubble-free installation. It can also be printed and laminated.

Justin Urban

Justin Urban, Owner of Urban Custom Fabrication
Product: DIY Custom Flatbeds

Urban’s Urban Custom Flatbeds offers an aluminum flatbed with interlocking pieces that bolt together at home or in a professional garage. The bed can be shipped directly to the customer’s door, and fabrication shops can save on inventory costs because the bed fits most platforms.

The top five finalists and their product offerings were:

TJ Hammerle

TJ Hammerle, CEO of Trac-Top LLC
Product: Trac-Top/Jeep Wrangler Top

Hammerle’s Trac-Top is a direct replacement for the freedom panels of the Jeep Wrangler, using the factory hardware. The Trac-Top is a coil-sprung retractable canvas that is built directly into the housing so that users have instant shade when they want it and protection from the elements whenever needed.

Riley Koidahl

Riley Koidahl, Founder/CEO of The Paddock
Product: The Paddock

Koidahl came to Launch Pad with The Paddock, an online shopping and comparison tool that leverages technology to give car enthusiasts the best shopping experience possible. Users can virtually test fit wheels, browse classifieds and connect with installers for a seamless wheel and tire experience.

Reid Lunde

Reid Lunde, Owner and Founder of Kaizenspeed LLC
Product: Kaizen Relay

Lunde’s innovation for Launch Pad 2019 was the Kaizen Relay, a weatherproof solid-state relay that directly replaces standard relays. Its patent-pending design allows multiple relays to interconnect, making it easy to add on without complicated wiring. Programmable CAN-bus modules and wireless modules can be attached, making the Kaizen Relay a smart PDM.

Christopher Owens

Christopher Owens, CEO and Founder of Last Drop Wrench
Product: The Last Drop Wrench

A top 10 honoree in 2018, Owens returned in 2019 with The Last Drop Wrench, a handy device that allows the user to drain oil from an oil filter before it has been removed, eliminating spills and burns while also decreasing the time it takes to complete an oil change by up to 25%.

Wesley Poole

Wesley Poole, President of Forged Authority
Product: Aftermarket Truck Bed Systems

Poole’s company, Forged Authority, manufactures the next generation of Truck Bed Systems, which include toolboxes, chairs, tire chocks, tie-down hooks, kayak racks, fishing-rod holders and more. Accessories mount onto the company’s new Modular Frame Rail (MFR) with a single pin, within seconds. Once installed, the MFR can accommodate a number of attachments.

Final and Aftermath

After all the presentations and votes were tallied, Reid Lunde of Kaizenspeed took home the grand prize for his Kaizen Relay.

“Winning Launch Pad validates my ideas and will increase exposure for the product and company,” Lunde said. “I started in this industry in 2002, and it’s always been my goal to think differently—performance done right—and grow to a size that can influence the direction of the automotive aftermarket while not getting too big and losing touch with the people who matter the most.”

“Launch Pad was a great honor and a great experience,” added finalist Wesley Poole of Forged Authority. “It was most beneficial for our company by allowing us to gauge our accessories in the market, get feedback, dive deeper into the detail of where we can improve, and how to take advantage of the opportunities.”

For his winning effort, Lunde received $10,000 to be used toward his business, exhibit space at the 2020 SEMA Show, advertising in SEMA News, access to SEMA business tools and much more.

Entries for Launch Pad 2020 are set to open in March. Visit www.sema.org/launch-pad.

SEMA News—February 2020

PEOPLE

By Mike Imlay

Dan Kahn

SEMA Person of the Year

Dan Kahn, founder of Kahn Media, was named SEMA Person of the Year at the recent SEMA Show Industry Awards Banquet in Las Vegas. Among the association’s highest honors, the award recognizes outstanding service to the automotive specialty-equipment industry.

The SEMA Person of the Year award is among the most prestigious of the honors announced each year at the SEMA Show Industry Awards Banquet. Beyond any personal or professional achievements, the award recognizes an individual who embodies service and dedication to the automotive specialty-equipment industry for the benefit of the entire aftermarket. At the recent ceremonies held Thursday night, November 7, at the Westgate Las Vegas Resort & Casino, the association named Dan Kahn, founder of Kahn Media, its 2019 SEMA Person of the Year.

“SEMA is proud to recognize Dan Kahn as our 2019 Person of the Year,” said SEMA President and CEO Chris Kersting. “The goal of our association is to ensure that all of our businesses succeed and prosper, and Dan’s dedication on behalf of SEMA in service to our industry members is both exemplary and inspiring. His work on the SEMA Board of Directors and within the industry at large reflects the innovation, leadership, professionalism and passion that continue to drive the specialty-equipment aftermarket forward.”

Kahn practically grew up in the industry. After World War II, his grandfather took on restoring pre-war vehicles as a hobby. His father built hot rods and cruised Southern California’s famed Van Nuys Boulevard in the early ’60s. So for Kahn, taking a counter job at Performance Automotive Warehouse as a teenager seemed only natural.

“From the time I was a little kid, I knew what I wanted to do: write about cars,” he recalled. “When I was in high school, after landing my first car on a few magazine covers, I wrote a letter to the editors of Car Craft magazine and asked them how to do what they do. They wrote back, invited me to lunch, and gave me a path to follow. When I was finishing college, I connected with DeEtte Crow, the publisher of Rod & Custom, and she gave me some advice as well as a job offer. After working as a print and digital journalist for a few years I thought about jumping to public relations, and Jim McGowan and Lenny Emanuelson gave me a shot and taught me how to do it.”

That eventually led to the founding of his own company, Kahn Media, in November 2008. As with many aftermarket startups, launching a media agency could have been a risky entrepreneurial move for Kahn. He had a limited client roster and just the few industry contacts he had built from his prior gigs. Even more problematic, he was starting Kahn Media during one of the worst U.S. economic downturns since the Great Depression. Still, he believed it could be done.

Today Kahn Media boasts a staff of two dozen publicists, creatives and digital specialists working with many of the most prestigious brands in the automotive, aftermarket and luxury spaces. The names include Coker Tire, MagnaFlow, Aeromotive, Rolex, Nitto Tire, Roush, Lotus Cars and the Petersen Automotive Museum, among many others. The agency offers its clients everything from public and media relations to digital and social-media marketing, video production, design, branding, event promotion, pricing and search-engine marketing strategy, website development and even data management.

In fact, Kahn’s pioneering blend of social and traditional media and direct consumer engagement strategies has made his agency one of the fastest growing in the aftermarket. More than that, it has given Kahn a deep well of knowledge in communicating directly with consumers and engaging the next generation. That experience, along with his broad work with aftermarket manufacturers, builders, warehouse distributors and retailers, inspired him to run for the SEMA Board of Directors in 2015, offering an ear to the ground for the industry.

(From left) Banquet emcee Kevin Oeste interviewed Kahn during the award ceremonies. Melanie White, the prior year’s Person of the Year recipient, presented Kahn with the award plaque, with co-emcee Jarod DeAnda also offering his congratulations.

“I am very passionate about protecting our industry,” Kahn explained. “After starting my business and first raising my hand to volunteer with SEMA, people like Wade Kawasaki and Doug Evans showed me how to lead. Literally every step of my career, I’ve been surrounded by talented people who were more than happy to show me the way forward and lend me a hand. So when people ask why I volunteer, my answer is simple: I’m paying it forward. This industry has given me a career, a mission and a comfortable, happy life. How could I not give back? So many people have helped me along my journey, and I want to do the same for the next gen.”

At the SEMA Show banquet Kahn was praised for the passion and knowledge he has brought to his extensive volunteerism on the industry’s behalf. Now serving his second term on the SEMA Board of Directors, Kahn has devoted countless hours on the SEMA Show committee, the Youth Engagement task force, the SEMA Communications task force and on the Board’s Nominations Committee. In addition, he has volunteered significant time to all of the SEMA councils and networks, mentoring and cultivating the next generation of leaders and assisting on legislative initiatives such as the RPM Act. A recipient of a SEMA Young Executive Network Vanguard award, he has also been a frequent speaker at industry events.

“The night I won, I thanked a lot of people who have had a direct impact on my volunteerism—mentors and friends in the industry,” Kahn said. “I was so overwhelmed that I got cut off before I could thank the one person most critical to this award: my wife Sheridan, as well as our three kids. Eleven years ago, when I came up with the idea of starting Kahn Media, she was the first to encourage me to do it, and her job and hard work gave us the stability we needed while I worked crazy hours running a startup.

After the awards ceremony, Kahn and Melanie White joined association members backstage for celebratory photos.

“When I started volunteering for SEMA a few months later as part of YEN, she encouraged that as well. As my Kahn Media work and SEMA volunteer work continued to ramp up over the years, she encouraged it and helped behind the scenes. When I ran for the SEMA Board the first time, she helped with everything from campaign ideas to photos and video. Now that we have three little ones at home, Sheridan also keeps everything moving behind the scenes while I’m traveling, which has been often the past few years. Her support has been unwavering. I couldn’t have done any of this without her.

“I’d also like to thank several people I’ve had the pleasure to not only serve alongside but who have become good friends along the way: Wade Kawasaki, Melanie White, Kathryn Reinhardt, Rick Love, Kyle Fickler and all the people who have helped show me how to serve, how to lead and how to give back. Also on the professional side of things, Terry Karges, the director of the Petersen Museum, is a close friend and mentor who has given me so many opportunities over the years. I’m eternally grateful to him for that.”

“The SEMA Awards Banquet is always a highlight of the SEMA Show week,” Kersting said. “After several days of business at the Show, it’s a great time to switch gears and celebrate the passion that drives the industry. Dan and our other award recipients all stand out as special examples of the excellence we see on display throughout the Show and the entire industry at large. We again congratulate Dan and all our 2019 honorees.”

SEMA News—February 2020

PEOPLE

By Mike Imlay

Dan Kahn

SEMA Person of the Year

Dan Kahn, founder of Kahn Media, was named SEMA Person of the Year at the recent SEMA Show Industry Awards Banquet in Las Vegas. Among the association’s highest honors, the award recognizes outstanding service to the automotive specialty-equipment industry.

The SEMA Person of the Year award is among the most prestigious of the honors announced each year at the SEMA Show Industry Awards Banquet. Beyond any personal or professional achievements, the award recognizes an individual who embodies service and dedication to the automotive specialty-equipment industry for the benefit of the entire aftermarket. At the recent ceremonies held Thursday night, November 7, at the Westgate Las Vegas Resort & Casino, the association named Dan Kahn, founder of Kahn Media, its 2019 SEMA Person of the Year.

“SEMA is proud to recognize Dan Kahn as our 2019 Person of the Year,” said SEMA President and CEO Chris Kersting. “The goal of our association is to ensure that all of our businesses succeed and prosper, and Dan’s dedication on behalf of SEMA in service to our industry members is both exemplary and inspiring. His work on the SEMA Board of Directors and within the industry at large reflects the innovation, leadership, professionalism and passion that continue to drive the specialty-equipment aftermarket forward.”

Kahn practically grew up in the industry. After World War II, his grandfather took on restoring pre-war vehicles as a hobby. His father built hot rods and cruised Southern California’s famed Van Nuys Boulevard in the early ’60s. So for Kahn, taking a counter job at Performance Automotive Warehouse as a teenager seemed only natural.

“From the time I was a little kid, I knew what I wanted to do: write about cars,” he recalled. “When I was in high school, after landing my first car on a few magazine covers, I wrote a letter to the editors of Car Craft magazine and asked them how to do what they do. They wrote back, invited me to lunch, and gave me a path to follow. When I was finishing college, I connected with DeEtte Crow, the publisher of Rod & Custom, and she gave me some advice as well as a job offer. After working as a print and digital journalist for a few years I thought about jumping to public relations, and Jim McGowan and Lenny Emanuelson gave me a shot and taught me how to do it.”

That eventually led to the founding of his own company, Kahn Media, in November 2008. As with many aftermarket startups, launching a media agency could have been a risky entrepreneurial move for Kahn. He had a limited client roster and just the few industry contacts he had built from his prior gigs. Even more problematic, he was starting Kahn Media during one of the worst U.S. economic downturns since the Great Depression. Still, he believed it could be done.

Today Kahn Media boasts a staff of two dozen publicists, creatives and digital specialists working with many of the most prestigious brands in the automotive, aftermarket and luxury spaces. The names include Coker Tire, MagnaFlow, Aeromotive, Rolex, Nitto Tire, Roush, Lotus Cars and the Petersen Automotive Museum, among many others. The agency offers its clients everything from public and media relations to digital and social-media marketing, video production, design, branding, event promotion, pricing and search-engine marketing strategy, website development and even data management.

In fact, Kahn’s pioneering blend of social and traditional media and direct consumer engagement strategies has made his agency one of the fastest growing in the aftermarket. More than that, it has given Kahn a deep well of knowledge in communicating directly with consumers and engaging the next generation. That experience, along with his broad work with aftermarket manufacturers, builders, warehouse distributors and retailers, inspired him to run for the SEMA Board of Directors in 2015, offering an ear to the ground for the industry.

(From left) Banquet emcee Kevin Oeste interviewed Kahn during the award ceremonies. Melanie White, the prior year’s Person of the Year recipient, presented Kahn with the award plaque, with co-emcee Jarod DeAnda also offering his congratulations.

“I am very passionate about protecting our industry,” Kahn explained. “After starting my business and first raising my hand to volunteer with SEMA, people like Wade Kawasaki and Doug Evans showed me how to lead. Literally every step of my career, I’ve been surrounded by talented people who were more than happy to show me the way forward and lend me a hand. So when people ask why I volunteer, my answer is simple: I’m paying it forward. This industry has given me a career, a mission and a comfortable, happy life. How could I not give back? So many people have helped me along my journey, and I want to do the same for the next gen.”

At the SEMA Show banquet Kahn was praised for the passion and knowledge he has brought to his extensive volunteerism on the industry’s behalf. Now serving his second term on the SEMA Board of Directors, Kahn has devoted countless hours on the SEMA Show committee, the Youth Engagement task force, the SEMA Communications task force and on the Board’s Nominations Committee. In addition, he has volunteered significant time to all of the SEMA councils and networks, mentoring and cultivating the next generation of leaders and assisting on legislative initiatives such as the RPM Act. A recipient of a SEMA Young Executive Network Vanguard award, he has also been a frequent speaker at industry events.

“The night I won, I thanked a lot of people who have had a direct impact on my volunteerism—mentors and friends in the industry,” Kahn said. “I was so overwhelmed that I got cut off before I could thank the one person most critical to this award: my wife Sheridan, as well as our three kids. Eleven years ago, when I came up with the idea of starting Kahn Media, she was the first to encourage me to do it, and her job and hard work gave us the stability we needed while I worked crazy hours running a startup.

After the awards ceremony, Kahn and Melanie White joined association members backstage for celebratory photos.

“When I started volunteering for SEMA a few months later as part of YEN, she encouraged that as well. As my Kahn Media work and SEMA volunteer work continued to ramp up over the years, she encouraged it and helped behind the scenes. When I ran for the SEMA Board the first time, she helped with everything from campaign ideas to photos and video. Now that we have three little ones at home, Sheridan also keeps everything moving behind the scenes while I’m traveling, which has been often the past few years. Her support has been unwavering. I couldn’t have done any of this without her.

“I’d also like to thank several people I’ve had the pleasure to not only serve alongside but who have become good friends along the way: Wade Kawasaki, Melanie White, Kathryn Reinhardt, Rick Love, Kyle Fickler and all the people who have helped show me how to serve, how to lead and how to give back. Also on the professional side of things, Terry Karges, the director of the Petersen Museum, is a close friend and mentor who has given me so many opportunities over the years. I’m eternally grateful to him for that.”

“The SEMA Awards Banquet is always a highlight of the SEMA Show week,” Kersting said. “After several days of business at the Show, it’s a great time to switch gears and celebrate the passion that drives the industry. Dan and our other award recipients all stand out as special examples of the excellence we see on display throughout the Show and the entire industry at large. We again congratulate Dan and all our 2019 honorees.”

SEMA News—February 2020

BUSINESS

Ups and Downs

Deciphering Current Wheel and Tire Market Trends

By Mike Imlay

Although both the wheel and the tire segments have seen upward trends, a number of factors combined last year for a slowdown in some niches. However, one category that continues to be a winner for wheel and tire makers is trucks—literally so for Yokohama, which captured a 2019 SEMA Show New Product Award for its Geolander X-AT tire.

Wheels and tires are more than utilitarian objects. The right combination can enhance a vehicle’s performance, increase safety and stability, and even make a fashion statement. All that and more have made them popular aftermarket replacements or upgrades for consumers. Unfortunately, many resellers felt a slowdown in these categories last year. But what caused that slackening in the market? How widespread is it? What might it signal for the future?

Obviously, any forecasts for the wheel and tire industries must be predicated on new-vehicle sales. The “2019 SEMA Market Report” indicates that pickups and SUVs have now regained their former popularity after taking a hit during the recent financial crisis. In addition, crossover vehicles (CUVs) have eclipsed midrange cars as the fastest-selling passenger-vehicle type since 2015. By percentage of new-vehicle market share, pickups lead at 27%, with SUVs and crossovers following at 26% combined. By comparison, midrange passenger cars account for 16% of the market, with upscale and small cars following at 11% and 6% respectively.

In regard to tires, the report estimates market size for performance and special-purpose variants at $2.46 billion, up from $2.19 billion in 2015. The market for off-road and plus-size tires is evaluated at $1.78 billion, up from $1.45 billion in 2015. The custom wheel market has also seen an upward trajectory since 2015, rising modestly from $1.22 billion to $1.32 billion.

Are Tires in a Slump?

While still healthy overall, new-vehicle sales seem to have plateaued in 2019, and tire sales in particular could well follow suit, observed Tyson Boyer, sales director for key accounts with Dill Air Control and chair of the SEMA Wheel & Tire Council (WTC).

“I think the impacts sometimes take a couple of years, but we know that there was rapid growth in sales of new cars and trucks since about 2009 after the recession and then up to about almost the end of 2016,” he said. “SUVs and CUVs really started taking off strong. Now that’s slowing down. Dealers are ordering less, moving inventory that’s sitting on their lots and really becoming more picky about what vehicles they do choose to bring in because of the slower pace. That sets the stage for our next few years of replacement tires in the marketplace.”

Meanwhile, according to Modern Tire Dealer editor Bob Ulrich, recent trade disputes took a more immediate toll on the tire industry.

“Tire sales at the beginning of 2019 were sluggish at best,” he explained. “Tire dealers had full inventories and were suffering because of tariffs on consumer tire imports from China. That has changed, however. Demand is now greater than supply; at least through the end of the year, passenger and light-truck tire shipments are expected to surpass 2018 totals.”

Still, Ulrich said, the market continues to experience ripple effects.

“Chinese tire manufacturers without tire plants outside China’s borders are struggling a bit because of the tariffs,” he said. “As for tire companies with U.S. plants, they have reduced the number of low-cost tires they produce in favor of larger-diameter tires in order to increase profitability. Even the OEMs are favoring 17-in. and larger fitments, also referred to as high value added or HVA tires.

“I would say the strongest tire segment based on new tires and sizes remains the off-road tire segment. That was never more apparent than at the recent SEMA Show. Sales of mud-terrain or M/T tires and rugged-terrain or R/T tires have been steadily increasing for the last four years and were showcased on the Show floor. Being able to take a vehicle off-road—or, equally as important, have it look like it could do so—continues to interest the general public.”

As car buyers shift their preferences from passenger vehicles to crossovers, some wheel niches will inevitably feel the repercussions. Amid the market changes, wheel makers of all types have sought to increase their appeal to consumers through an expanded variety of finishes.

Meanwhile, Boyer noted that mergers and acquisitions within the major tire distribution channels have also shaken up the retail market.

“Two or three years ago, it was rapid with a lot of them,” he said. “It’s still going on, but it seems to have slowed down a little bit in the last year and a half or so. That impacts independents, because they now have to set up more accounts, have more distributors. So there’s a learning and training curve for their teams. They have different portals to log into now, with each one of those tire distribution centers supporting different equipment and supplies. It’s becoming a question of who can get to a simpler process quicker in terms of functionality and usability for independents to order.”

As for the tire products themselves, technologically, tire manufacturers are continuing their push toward ever-lighter and stronger tires to help OEMs meet tightening CAFE standards. Plus, said Boyer, the bigger manufacturers are jockeying to deliver consumers a quality and quantity buying experience.

In just one example at the recent 2019 SEMA Show, Yokohama swept the tire category’s New Products Awards with its Geolander X-AT extreme all-terrain tire, Advan Apex ultra-high-performance tire and Geolandar X-CV tire for luxury SUV and crossover owners. It marked the first time a single tire manufacturer had ever secured the winner and both runner-up spots in the Show awards competition history.

“We were really pleased with the recognition that SEMA bestowed upon us with those awards” said Andrew Briggs, Yokohama Tire vice president of marketing and product management. “It’s a testament to what Yokohama has been and continues to do with regard to new-product development, launch cadence, continuous performance improvements and overall quality. It takes a lot of hard work by a lot of people all over the world to bring a new product to market, so the recognition is hard earned but really appreciated. The new-product award winners were actually only a fraction of what we introduced in 2019. In terms of segmentation, it was important for us to address a variety of needs across multiple categories.”

To that end, Yokohoma’s targets comprised everything from ultra-high-performance competition and summer tires to hybrid all-terrain, premium touring and all-season ultra-high-performance products.

“Some of those were direct replacements for products that were already in our portfolio, and others, like the X-AT and X-CV, were incremental to our business and address new or growing segments,” Briggs explained. “Those new and growing segments also happen to be value-added categories, so they are important for us to have a new and superior offering available.”

Briggs underscored that tires throughout the industry continue to improve, making it important for suppliers like Yokohama to offer a competitive array of quality products across a wide spectrum of categories. What consumers want, he added, can be simply summed up as “more.”

“That could be more longevity, more all-season traction, more fuel efficiency, more dry-weather performance, more options, more durability or more aggressive looks, to name a few,” he emphasized.

While tires have become technologically better over the past decade, improvements have been more evolutionary than revolutionary. That may soon switch, said Todd Steen, executive director of business development at Jackson Marketing Group and an industry veteran who also serves on the WTC select committee. He pointed to radio frequency identification (RFID) chips as one potential game changer.

With the surge in UTV popularity among off-roaders, wheel and tire companies have naturally followed suit. There seemed no end to products boasting tough, aggressive styling at the 2019 SEMA Show.

Some major manufacturers are currently embedding the chips into their tires for easier tracking and inventory control. However, new sensors may soon be developed to provide extensive data about tire usage and conditions on the road. In theory, consumers and shops will soon be able to “read” the chips to ascertain tread life, the need for rotation and other service-related information. Plus, by tapping into the Internet of Things, manufacturers will also be able to collect data on the actual performance of millions of tires and harness it to design more advanced product down the line.

“Some manufacturers have been using RFIDs since 2012, and there’s an ongoing movement to share that information, which could lead to an explosion of technology,” Steen said. “It’s Bluetooth technology. Go back eight to 10 years, and Bluetooth was something we just connected a speaker to. And look at how many ways we use Bluetooth now. So it’s the evolution or domino effect of technology. Someone’s going to find a way to use that solution to solve their problem, and that’s going to make a light bulb go off for someone else to see how they can solve their problem.”

Boyer also predicted that the latest consumer technologies could have other ramifications for the tire market. For instance, increased ride sharing and shared vehicle ownership made possible through online and cloud-based apps could conceivably dampen wheel and tire customization habits.

“Obviously those apps could reduce the desire for regular car ownership like we’ve all been used to in the past,” he explained. “And with regular car ownership, you know what they always say: One of the first things somebody does—especially to a new vehicle like a truck—is change out the wheels and tires. So this changes that dynamic as well.”

However, he hastened to add, “This is not to be taken as a negative. I think it’s just a changing business model. All of us out there, including independents, need to be aware of it. We need to foresee some of the changes that are taking place so we can adapt and change our business models on the fly.”

Profits from ultra-high-performance tires and luxury wheels were squeezed in 2019 due to trade issues and a tightening of the overall market. However, signs are again indicative of upward growth in the coming year, albeit perhaps slower paced.

The Shifting Tastes in Wheels

While noting that the ups and downs of the wheel segment often follow the tire market, Voxx Wheels CEO Barry Horlick advised against sweeping generalizations about category trends.

“First, it’s important to understand what segment of the market you’re addressing,” he said. “If you’re talking to off-road guys, it will be totally different than our business. The traditional businesses that we cater to are major retailers. They’re brick-and-mortar retailers primarily in the tire business, which sell our products because it helps them sell more tires.

“If you don’t cater [to consumers] and you don’t have your ear close to the ground, you’re going to miss the opportunities. But that’s what wheels have always been. They’re luxury items. People need a tire; they don’t need a wheel. They already have them on their car—until they bend one. So finding the niches every year where the product is changes. New cars change every year, the calipers change every year, so as a manufacturer, you have to be close to your customers and what’s running through their shops.”

For suppliers, that increasingly includes careful selection of overseas manufacturing facilities amid the uncertainties of economic, trade and tariff issues. Here, the larger, more established wheel companies often have a leg up.

“My 51 years in the industry have taught me how to make a wheel the proper way,” said Horlick. “So we cater to what our customers need, and we build product for their specific needs. That makes it really important for us to understand every manufacturing facility that we contract with, whether it be in China, Thailand, Taiwan or wherever. I think that’s the most important thing. Today there’s a real struggle with duties, and people are looking to get away from the tariffs that are happening, although that might ease up a little bit. But we have done business internationally in a few countries, not just China, for many years. So [during] this tariff situation, we just moved production, much like the
tire companies.”

From his vantage point as president of BBS of North America, a maker of performance street and track wheels, Craig Donnelly sees an overall healthy market.

“But it’s also shifting, meaning that certainly truck is growing, is strong, and will continue, I think, to be that way going forward,” he said. “The area where we play—the high-end performance cars and passenger vehicles—is getting a little tight. It’s transitioning from passenger cars to more crossover-type vehicles. But even though overall for our target audience the potential for us has actually shrunk from a new-car perspective, our business has grown, indicating that our end users like what we’re doing. But the market is changing. A lot of people who buy crossovers are not necessarily wheel buyers. Also, the OEMs offer more and more options for vehicles, so it’s easy for someone buying a vehicle to get an upgraded package straight from them. The aftermarket has to do a better job to stay relevant.”

In BBS’ case, that also has meant knowing its customers inside and out—and picking up market share left behind as other companies shift their focus to trucks.

“We’ve introduced some new products to the marketplace,” Donnelly said. “We try to make sure we’re listening to the marketplace; we’re not just throwing new things out there and seeing if they’re accepted or not. We try to work with our core customer groups and dealers to make sure we’re introducing things that are relevant.”

While the wheel space has long been highly competitive, Donnelly also acknowledged that recent mergers and consolidations are upping the ante.

“They definitely play a part,” he said. “If they have good energy between the companies that are coming on board, they definitely can make an impact. We have to focus and do the best job we can within our group, because we do not have some of the commercial advantages that some other companies might have with being able to shift manufacturing to different countries or locations and consolidating that way. We have production in Germany and production in Japan, so we have to make those operations as efficient as we can to try and be more competitive in our market.”

Perhaps indicative of current category trends, all three 2019 SEMA wheel new-product awards went to off-road or overlanding-themed products. The overall category winner was Topline Products’ VR16-Raid wheel, the company’s latest Chase-series introduction featuring an innovative race wing simulating beadlock design. The Wheel Group/Wheel 1 took the two runner-up positions with its Cali Offroad Gemini and Mayhem Voyager Dark Bronze designs, the latter of which also represents the wider selection of colors and finishes vying for consumer attention.

In fact, Steen predicted further evolution in finishes along with the continuous drive toward lighter, stronger wheels.

“I don’t know the last time I sprayed something on my wheels and it actually streaked,” he said. “Everybody’s getting more durable finishes out there, and that’s only better for the consumer.”

“A lot of the wheel business is fashion-based,” agreed Donnelly. “You can increase sales just by offering a better finish option, and people respond to that visually. Many companies offer 30 to 40 different finishes as options on some of their higher-end forged products, where the range is quite small for us. We offer four to five options on some wheels, and that’s helped us a lot. Even some of our older classic-type wheel designs that are still extremely good for us in the marketplace, like a BBS LM wheel, we’ve offered a new finish in a bronze color, which is kind of a trendy color, but it works well.”

Beneath the finishes, some wheel manufacturers have sought to grab consumer interest with carbon fiber, although the material has yet to catch on with a wide market. For now, magnesium seems to be a favorite among high-end buyers, while alloy continues as the most popular consumer choice.

Amid all the supplier competition, however, most still agree that there’s a niche for everyone in the wheel market. That includes those creating product for the growing side-by-side segment.

“For those of us who want to go out rock crawling or in the sand dunes, UTVs are certainly capable and affordable,” Steen said. “And when you get to that point, aftermarket capitalism is going to follow the trend. Someone’s going to say, ‘I can help them have a better time or aesthetically add the emotion.’”

In other words, the great selling point for wheels is how they appeal to hardcore performance and style enthusiasts alike. As Steen put it: “You may not enjoy the adrenaline fight, but you can get the endorphin spike because they look good.”

For Donnelly, the determinative factor in the market is quality. Regardless of price point or niche, the most successful companies are those “checking all the boxes and paying attention to what they’re doing.”

Wheel and tire retailers can maximize profits in a tightening market by educating themselves about supplier and technology trends, closely monitoring consumer tastes, and adopting ancillary products and services that enhance their customers’ buying experiences.

Overcoming Retail Obstacles

Shifting product offerings, a slower-growth market and tighter margins imposed by trade uncertainties undoubtably create challenges for wheel and tire retailers. However, there are several strategies sellers can adopt to boost profits.

One solution is to add ancillary products that enhance the value and satisfaction that consumers derive from their wheel and tire upgrades. If those products encourage customer recruitment and retention, all the better. At least that’s the thinking of Patrick Fletch, AlloyGator director of business development in North America.

A British company and recent SEMA Show exhibitor, AlloyGator makes a nylon protection product designed to defend wheel rims and tire walls against curb damage. In a departure from other rim protection products, however, the AlloyGator stripping fits securely between the wheel and tire courtesy of tiny, gripping teeth and so calls for professional installation, Fletch said.

“The biggest and most important part that I love about the product is the retention side,” he said. “If I’m a tire or accessory shop or dealership and I put this product on a car, the owner is more likely to come back to me.”

AlloyGator is currently at work expanding its network of trained retail partners in the United States. Consumers can order the product in a variety of colors online from the company, then locate an installer through the site and receive a discount on their orders.

Another strategy for wheel and tire installers is to improve their outlet’s operations in attracting and retaining customers via enhanced software. One software supplier, ASA Automotive Systems, used the 2019 SEMA Show to announce the launch of a new digital division to help independent tire and auto service dealers attract more online customers and retain them with a suite of new digital tools.

Staffed by industry experts, the new division will offer a range of scalable products and services, including digital and content marketing, social media, mobile-optimized websites, search-engine optimization and advertising assets to enhance consumer experiences in-store and beyond. The company believes that its services can revolutionize the manner in which operations of all sizes deal with customers.

“ASA digital is an important expansion of our company’s product line, which will address a critical need in the industry currently being underserved and perfectly complements our core shop management software business,” said Dave Vogel, ASA Automotive Systems general manager.

However a retailer accomplishes it, staying engaged with customers and what’s trending among them will be especially critical for wheel and tire sellers in the coming year.

“There are so many segments in the market,” Donnelly said. “As far as the retailers go, it’s a lot to keep up with. They should be active in some cars-and-coffee events and things like that in their areas and try to get to know more about the community, what’s going on there, and bring some of that business into their locations.”

Steen emphasized the need for retailers to also keep abreast of emerging technologies, notably advanced driver-assistance systems, which can malfunction with the wrong wheel and tire combinations or improper alignment and recalibration procedures.

“We’ve got to not only train the dealers and installers to do [proper] alignments on tires and sensors but also train the general public that they’re going to have to do this,” Steen said. “It’s going to be a reality for people in less than 18 months, because every new car out there being sold on the line today is going to need tires in the next 18 to 24 months.”

Horlick also underscored the need for wheel sellers to educate themselves about the market.

“You need to know what’s really happening in a global economy,” he said. “We’re in a global manufacturing situation. Take the time, read some things, and understand what’s happening in the world that can affect your business.”

To that he added: “Make sure your sources are good. Make sure that their product liability insurance is good. I don’t think many companies have recall insurance, but we do. The bigger wheel companies do make sure of that. You want to have good availability of product from your source and understand what’s going to happen in the marketplace.”

SEMA News—February 2020

BUSINESS

Ups and Downs

Deciphering Current Wheel and Tire Market Trends

By Mike Imlay

Although both the wheel and the tire segments have seen upward trends, a number of factors combined last year for a slowdown in some niches. However, one category that continues to be a winner for wheel and tire makers is trucks—literally so for Yokohama, which captured a 2019 SEMA Show New Product Award for its Geolander X-AT tire.

Wheels and tires are more than utilitarian objects. The right combination can enhance a vehicle’s performance, increase safety and stability, and even make a fashion statement. All that and more have made them popular aftermarket replacements or upgrades for consumers. Unfortunately, many resellers felt a slowdown in these categories last year. But what caused that slackening in the market? How widespread is it? What might it signal for the future?

Obviously, any forecasts for the wheel and tire industries must be predicated on new-vehicle sales. The “2019 SEMA Market Report” indicates that pickups and SUVs have now regained their former popularity after taking a hit during the recent financial crisis. In addition, crossover vehicles (CUVs) have eclipsed midrange cars as the fastest-selling passenger-vehicle type since 2015. By percentage of new-vehicle market share, pickups lead at 27%, with SUVs and crossovers following at 26% combined. By comparison, midrange passenger cars account for 16% of the market, with upscale and small cars following at 11% and 6% respectively.

In regard to tires, the report estimates market size for performance and special-purpose variants at $2.46 billion, up from $2.19 billion in 2015. The market for off-road and plus-size tires is evaluated at $1.78 billion, up from $1.45 billion in 2015. The custom wheel market has also seen an upward trajectory since 2015, rising modestly from $1.22 billion to $1.32 billion.

Are Tires in a Slump?

While still healthy overall, new-vehicle sales seem to have plateaued in 2019, and tire sales in particular could well follow suit, observed Tyson Boyer, sales director for key accounts with Dill Air Control and chair of the SEMA Wheel & Tire Council (WTC).

“I think the impacts sometimes take a couple of years, but we know that there was rapid growth in sales of new cars and trucks since about 2009 after the recession and then up to about almost the end of 2016,” he said. “SUVs and CUVs really started taking off strong. Now that’s slowing down. Dealers are ordering less, moving inventory that’s sitting on their lots and really becoming more picky about what vehicles they do choose to bring in because of the slower pace. That sets the stage for our next few years of replacement tires in the marketplace.”

Meanwhile, according to Modern Tire Dealer editor Bob Ulrich, recent trade disputes took a more immediate toll on the tire industry.

“Tire sales at the beginning of 2019 were sluggish at best,” he explained. “Tire dealers had full inventories and were suffering because of tariffs on consumer tire imports from China. That has changed, however. Demand is now greater than supply; at least through the end of the year, passenger and light-truck tire shipments are expected to surpass 2018 totals.”

Still, Ulrich said, the market continues to experience ripple effects.

“Chinese tire manufacturers without tire plants outside China’s borders are struggling a bit because of the tariffs,” he said. “As for tire companies with U.S. plants, they have reduced the number of low-cost tires they produce in favor of larger-diameter tires in order to increase profitability. Even the OEMs are favoring 17-in. and larger fitments, also referred to as high value added or HVA tires.

“I would say the strongest tire segment based on new tires and sizes remains the off-road tire segment. That was never more apparent than at the recent SEMA Show. Sales of mud-terrain or M/T tires and rugged-terrain or R/T tires have been steadily increasing for the last four years and were showcased on the Show floor. Being able to take a vehicle off-road—or, equally as important, have it look like it could do so—continues to interest the general public.”

As car buyers shift their preferences from passenger vehicles to crossovers, some wheel niches will inevitably feel the repercussions. Amid the market changes, wheel makers of all types have sought to increase their appeal to consumers through an expanded variety of finishes.

Meanwhile, Boyer noted that mergers and acquisitions within the major tire distribution channels have also shaken up the retail market.

“Two or three years ago, it was rapid with a lot of them,” he said. “It’s still going on, but it seems to have slowed down a little bit in the last year and a half or so. That impacts independents, because they now have to set up more accounts, have more distributors. So there’s a learning and training curve for their teams. They have different portals to log into now, with each one of those tire distribution centers supporting different equipment and supplies. It’s becoming a question of who can get to a simpler process quicker in terms of functionality and usability for independents to order.”

As for the tire products themselves, technologically, tire manufacturers are continuing their push toward ever-lighter and stronger tires to help OEMs meet tightening CAFE standards. Plus, said Boyer, the bigger manufacturers are jockeying to deliver consumers a quality and quantity buying experience.

In just one example at the recent 2019 SEMA Show, Yokohama swept the tire category’s New Products Awards with its Geolander X-AT extreme all-terrain tire, Advan Apex ultra-high-performance tire and Geolandar X-CV tire for luxury SUV and crossover owners. It marked the first time a single tire manufacturer had ever secured the winner and both runner-up spots in the Show awards competition history.

“We were really pleased with the recognition that SEMA bestowed upon us with those awards” said Andrew Briggs, Yokohama Tire vice president of marketing and product management. “It’s a testament to what Yokohama has been and continues to do with regard to new-product development, launch cadence, continuous performance improvements and overall quality. It takes a lot of hard work by a lot of people all over the world to bring a new product to market, so the recognition is hard earned but really appreciated. The new-product award winners were actually only a fraction of what we introduced in 2019. In terms of segmentation, it was important for us to address a variety of needs across multiple categories.”

To that end, Yokohoma’s targets comprised everything from ultra-high-performance competition and summer tires to hybrid all-terrain, premium touring and all-season ultra-high-performance products.

“Some of those were direct replacements for products that were already in our portfolio, and others, like the X-AT and X-CV, were incremental to our business and address new or growing segments,” Briggs explained. “Those new and growing segments also happen to be value-added categories, so they are important for us to have a new and superior offering available.”

Briggs underscored that tires throughout the industry continue to improve, making it important for suppliers like Yokohama to offer a competitive array of quality products across a wide spectrum of categories. What consumers want, he added, can be simply summed up as “more.”

“That could be more longevity, more all-season traction, more fuel efficiency, more dry-weather performance, more options, more durability or more aggressive looks, to name a few,” he emphasized.

While tires have become technologically better over the past decade, improvements have been more evolutionary than revolutionary. That may soon switch, said Todd Steen, executive director of business development at Jackson Marketing Group and an industry veteran who also serves on the WTC select committee. He pointed to radio frequency identification (RFID) chips as one potential game changer.

With the surge in UTV popularity among off-roaders, wheel and tire companies have naturally followed suit. There seemed no end to products boasting tough, aggressive styling at the 2019 SEMA Show.

Some major manufacturers are currently embedding the chips into their tires for easier tracking and inventory control. However, new sensors may soon be developed to provide extensive data about tire usage and conditions on the road. In theory, consumers and shops will soon be able to “read” the chips to ascertain tread life, the need for rotation and other service-related information. Plus, by tapping into the Internet of Things, manufacturers will also be able to collect data on the actual performance of millions of tires and harness it to design more advanced product down the line.

“Some manufacturers have been using RFIDs since 2012, and there’s an ongoing movement to share that information, which could lead to an explosion of technology,” Steen said. “It’s Bluetooth technology. Go back eight to 10 years, and Bluetooth was something we just connected a speaker to. And look at how many ways we use Bluetooth now. So it’s the evolution or domino effect of technology. Someone’s going to find a way to use that solution to solve their problem, and that’s going to make a light bulb go off for someone else to see how they can solve their problem.”

Boyer also predicted that the latest consumer technologies could have other ramifications for the tire market. For instance, increased ride sharing and shared vehicle ownership made possible through online and cloud-based apps could conceivably dampen wheel and tire customization habits.

“Obviously those apps could reduce the desire for regular car ownership like we’ve all been used to in the past,” he explained. “And with regular car ownership, you know what they always say: One of the first things somebody does—especially to a new vehicle like a truck—is change out the wheels and tires. So this changes that dynamic as well.”

However, he hastened to add, “This is not to be taken as a negative. I think it’s just a changing business model. All of us out there, including independents, need to be aware of it. We need to foresee some of the changes that are taking place so we can adapt and change our business models on the fly.”

Profits from ultra-high-performance tires and luxury wheels were squeezed in 2019 due to trade issues and a tightening of the overall market. However, signs are again indicative of upward growth in the coming year, albeit perhaps slower paced.

The Shifting Tastes in Wheels

While noting that the ups and downs of the wheel segment often follow the tire market, Voxx Wheels CEO Barry Horlick advised against sweeping generalizations about category trends.

“First, it’s important to understand what segment of the market you’re addressing,” he said. “If you’re talking to off-road guys, it will be totally different than our business. The traditional businesses that we cater to are major retailers. They’re brick-and-mortar retailers primarily in the tire business, which sell our products because it helps them sell more tires.

“If you don’t cater [to consumers] and you don’t have your ear close to the ground, you’re going to miss the opportunities. But that’s what wheels have always been. They’re luxury items. People need a tire; they don’t need a wheel. They already have them on their car—until they bend one. So finding the niches every year where the product is changes. New cars change every year, the calipers change every year, so as a manufacturer, you have to be close to your customers and what’s running through their shops.”

For suppliers, that increasingly includes careful selection of overseas manufacturing facilities amid the uncertainties of economic, trade and tariff issues. Here, the larger, more established wheel companies often have a leg up.

“My 51 years in the industry have taught me how to make a wheel the proper way,” said Horlick. “So we cater to what our customers need, and we build product for their specific needs. That makes it really important for us to understand every manufacturing facility that we contract with, whether it be in China, Thailand, Taiwan or wherever. I think that’s the most important thing. Today there’s a real struggle with duties, and people are looking to get away from the tariffs that are happening, although that might ease up a little bit. But we have done business internationally in a few countries, not just China, for many years. So [during] this tariff situation, we just moved production, much like the
tire companies.”

From his vantage point as president of BBS of North America, a maker of performance street and track wheels, Craig Donnelly sees an overall healthy market.

“But it’s also shifting, meaning that certainly truck is growing, is strong, and will continue, I think, to be that way going forward,” he said. “The area where we play—the high-end performance cars and passenger vehicles—is getting a little tight. It’s transitioning from passenger cars to more crossover-type vehicles. But even though overall for our target audience the potential for us has actually shrunk from a new-car perspective, our business has grown, indicating that our end users like what we’re doing. But the market is changing. A lot of people who buy crossovers are not necessarily wheel buyers. Also, the OEMs offer more and more options for vehicles, so it’s easy for someone buying a vehicle to get an upgraded package straight from them. The aftermarket has to do a better job to stay relevant.”

In BBS’ case, that also has meant knowing its customers inside and out—and picking up market share left behind as other companies shift their focus to trucks.

“We’ve introduced some new products to the marketplace,” Donnelly said. “We try to make sure we’re listening to the marketplace; we’re not just throwing new things out there and seeing if they’re accepted or not. We try to work with our core customer groups and dealers to make sure we’re introducing things that are relevant.”

While the wheel space has long been highly competitive, Donnelly also acknowledged that recent mergers and consolidations are upping the ante.

“They definitely play a part,” he said. “If they have good energy between the companies that are coming on board, they definitely can make an impact. We have to focus and do the best job we can within our group, because we do not have some of the commercial advantages that some other companies might have with being able to shift manufacturing to different countries or locations and consolidating that way. We have production in Germany and production in Japan, so we have to make those operations as efficient as we can to try and be more competitive in our market.”

Perhaps indicative of current category trends, all three 2019 SEMA wheel new-product awards went to off-road or overlanding-themed products. The overall category winner was Topline Products’ VR16-Raid wheel, the company’s latest Chase-series introduction featuring an innovative race wing simulating beadlock design. The Wheel Group/Wheel 1 took the two runner-up positions with its Cali Offroad Gemini and Mayhem Voyager Dark Bronze designs, the latter of which also represents the wider selection of colors and finishes vying for consumer attention.

In fact, Steen predicted further evolution in finishes along with the continuous drive toward lighter, stronger wheels.

“I don’t know the last time I sprayed something on my wheels and it actually streaked,” he said. “Everybody’s getting more durable finishes out there, and that’s only better for the consumer.”

“A lot of the wheel business is fashion-based,” agreed Donnelly. “You can increase sales just by offering a better finish option, and people respond to that visually. Many companies offer 30 to 40 different finishes as options on some of their higher-end forged products, where the range is quite small for us. We offer four to five options on some wheels, and that’s helped us a lot. Even some of our older classic-type wheel designs that are still extremely good for us in the marketplace, like a BBS LM wheel, we’ve offered a new finish in a bronze color, which is kind of a trendy color, but it works well.”

Beneath the finishes, some wheel manufacturers have sought to grab consumer interest with carbon fiber, although the material has yet to catch on with a wide market. For now, magnesium seems to be a favorite among high-end buyers, while alloy continues as the most popular consumer choice.

Amid all the supplier competition, however, most still agree that there’s a niche for everyone in the wheel market. That includes those creating product for the growing side-by-side segment.

“For those of us who want to go out rock crawling or in the sand dunes, UTVs are certainly capable and affordable,” Steen said. “And when you get to that point, aftermarket capitalism is going to follow the trend. Someone’s going to say, ‘I can help them have a better time or aesthetically add the emotion.’”

In other words, the great selling point for wheels is how they appeal to hardcore performance and style enthusiasts alike. As Steen put it: “You may not enjoy the adrenaline fight, but you can get the endorphin spike because they look good.”

For Donnelly, the determinative factor in the market is quality. Regardless of price point or niche, the most successful companies are those “checking all the boxes and paying attention to what they’re doing.”

Wheel and tire retailers can maximize profits in a tightening market by educating themselves about supplier and technology trends, closely monitoring consumer tastes, and adopting ancillary products and services that enhance their customers’ buying experiences.

Overcoming Retail Obstacles

Shifting product offerings, a slower-growth market and tighter margins imposed by trade uncertainties undoubtably create challenges for wheel and tire retailers. However, there are several strategies sellers can adopt to boost profits.

One solution is to add ancillary products that enhance the value and satisfaction that consumers derive from their wheel and tire upgrades. If those products encourage customer recruitment and retention, all the better. At least that’s the thinking of Patrick Fletch, AlloyGator director of business development in North America.

A British company and recent SEMA Show exhibitor, AlloyGator makes a nylon protection product designed to defend wheel rims and tire walls against curb damage. In a departure from other rim protection products, however, the AlloyGator stripping fits securely between the wheel and tire courtesy of tiny, gripping teeth and so calls for professional installation, Fletch said.

“The biggest and most important part that I love about the product is the retention side,” he said. “If I’m a tire or accessory shop or dealership and I put this product on a car, the owner is more likely to come back to me.”

AlloyGator is currently at work expanding its network of trained retail partners in the United States. Consumers can order the product in a variety of colors online from the company, then locate an installer through the site and receive a discount on their orders.

Another strategy for wheel and tire installers is to improve their outlet’s operations in attracting and retaining customers via enhanced software. One software supplier, ASA Automotive Systems, used the 2019 SEMA Show to announce the launch of a new digital division to help independent tire and auto service dealers attract more online customers and retain them with a suite of new digital tools.

Staffed by industry experts, the new division will offer a range of scalable products and services, including digital and content marketing, social media, mobile-optimized websites, search-engine optimization and advertising assets to enhance consumer experiences in-store and beyond. The company believes that its services can revolutionize the manner in which operations of all sizes deal with customers.

“ASA digital is an important expansion of our company’s product line, which will address a critical need in the industry currently being underserved and perfectly complements our core shop management software business,” said Dave Vogel, ASA Automotive Systems general manager.

However a retailer accomplishes it, staying engaged with customers and what’s trending among them will be especially critical for wheel and tire sellers in the coming year.

“There are so many segments in the market,” Donnelly said. “As far as the retailers go, it’s a lot to keep up with. They should be active in some cars-and-coffee events and things like that in their areas and try to get to know more about the community, what’s going on there, and bring some of that business into their locations.”

Steen emphasized the need for retailers to also keep abreast of emerging technologies, notably advanced driver-assistance systems, which can malfunction with the wrong wheel and tire combinations or improper alignment and recalibration procedures.

“We’ve got to not only train the dealers and installers to do [proper] alignments on tires and sensors but also train the general public that they’re going to have to do this,” Steen said. “It’s going to be a reality for people in less than 18 months, because every new car out there being sold on the line today is going to need tires in the next 18 to 24 months.”

Horlick also underscored the need for wheel sellers to educate themselves about the market.

“You need to know what’s really happening in a global economy,” he said. “We’re in a global manufacturing situation. Take the time, read some things, and understand what’s happening in the world that can affect your business.”

To that he added: “Make sure your sources are good. Make sure that their product liability insurance is good. I don’t think many companies have recall insurance, but we do. The bigger wheel companies do make sure of that. You want to have good availability of product from your source and understand what’s going to happen in the marketplace.”

SEMA News—February 2020

INTERNET

By Joe Dysart

The Top Five Online Email Marketing Services: A Buyer’s Market

Online marketing email services offer robust packages for easily messaging your customers and analyzing what’s working and why.

“Email continues to be one of the strongest marketing tools available today,” said Cynthia Price, vice president of marketing for Litmus (www.litmus.com), an online email marketing service provider.

Yes, we’ve all heard that email marketing is sometimes derided as a dinosaur technology, but the fact is that email delivers, year after year. In fact, 89% of email marketers surveyed said that the campaigns they designed were at least somewhat successful, according to a July 2019 survey by Campaign Monitor (www.campaignmonitor.com/resources/infographics/state-email-marketing).

And user engagement with email is actually improving. The average time people spend reading emails has gone up during the past couple of years from 11.1 seconds per email in 2016 to 13.4 seconds per email in 2018, according to a June 2019 study by Litmus (www.prnewswire.com/news-releases/litmus-report-email-read-time-increased-by-21-percent-300875977.html).

Even more good news: According to a July 2019 study by GetResponse (www.getresponse.com/resources/reports/email-marketing-benchmarks#location-industry), marketers can send fewer emails than they’ve been sending but see more email opens by their subscribers. Specifically, GetResponse researchers found that weekly newsletters enjoyed open rates of 33.4%, and triggered emails (such as welcome emails and confirmation emails from companies to their customers) experienced open rates of 88.7%.

Fortunately, if you’re looking to get in on the action or punch up what you’re already doing, you’ll find a bevy of email marketing solution providers with services offering eye-catching templates and effortless design and editing tools. You’ll also find substantial tracking and analysis tools on the top-tier solutions that you can use to slice and dice your results, discover what you’re doing right, and make changes to campaigns that are underperforming.

Before you jump in, though, you’ll need to make a choice. One: You have the option to buy a standalone email marketing solution, which you buy once and install on your PC or an office server. Or two: You can “rent” email marketing services by the month from any number of online providers.

Many marketers often go online for email marketing services, given that those services undergo constant, relentless, rigorous testing. Millions of customers are using online email marketing services every day, so if there’s a problem, the online service providers hear about it immediately. And they’re motivated to make tweaks just as quickly, since companies can simply “unsubscribe” from their services at any time and hop to another online competitor.

Most major online email marketing services also spend a great deal of time establishing reputations intolerant of companies looking to spam. The result is that those squeaky-clean reputations often ensure that more of your email marketing messages arrive to intended recipients rather than ending up in spam folders because the receiving company did not trust your sending address.

Still, there are some major tradeoffs when you opt for an online email marketing service. For example, most of the solution providers reserve the right to shut you down—and even boot you off their services—if even a handful of your subscribers characterize you as a spammer. It does not matter in those cases if you’re actually spamming the recipients or there has been a misunderstanding. In the hair-trigger anti-spam world in which we all dwell, simply the perception of possible spamming can get you shut down, booted and scrambling for another way to email your subscribers.

Another downside is that many online service providers also auto-remove email addresses from your mailing list that are “hard bounces.” Those are emails that are bounced back to your service provider along with messages stating that the intended recipient does not exist.

It’s a policy that can make it tough for you to update a lost contact. For example, if a key staff member of a company you regularly email to gets a new job, that staff member’s email address can be instantly invalidated and consequently auto-removed from your mailing list by your online email service provider.

That practice may make it very difficult to find out which email addresses are auto-removed from you mailing list as well as the companies or customers that are being auto-removed from your mailing list at the same time.

Finally, going with an online service provider can get very pricey. For example, Mailchimp—a longtime provider of online email services—offers a premium service that starts at $299 per month and can climb even higher. Compare that to Groupmail (www.group-mail.com). It’s a standalone solution that you buy and install on your PC and server. Groupmail’s premium service, which includes the basics for email message and newsletter sending, email tracking, spam score checking, reports and the like, goes for $699 per year.

Meanwhile, Atomic Email Sender (www.atompark.com/buy-products), another standalone solution that you buy once and install on your PC, costs $295—although it offers fewer features than many of the online services. Even so, it’s worth your time to evaluate what the online service providers are offering. And the fact remains that any number of companies worldwide use online email marketing services.

Below are the top five email service providers, based on thousands of evaluations by business users at G2 Crowd (www.g2.com/categories/email-marketing). G2 Crowd is a business-software review site that has a sterling reputation for presenting the straight dope on what works, what doesn’t—and why—when it comes to business software.

The five email marketing solutions below were rated best by G2 Crowd reviewers, which represents the overall sentiment of business users that have used the email marketing services, weighted against the overall number of reviews each solutions has garnered:

Mailchimp (www.mailchimp.com): A 4.3 out of 5 rating based on more than 12,670 reviews. Pricing starts at free for Mailchimp’s barebones service for up to 2,000 subscribers. Paid service starts at $9.99 per month.

An industry stalwart and longtime email marketing service provider, Mailchimp is a great firm to use as a benchmark when deciding which service you’ll use. It offers a full spectrum of features, and one of its strongest advantages is its ability to integrate with other popular business programs. All told, it currently integrates with more than 800 other programs.

Mailchimp’s Newsletter Creation Editor is very easy to use, and it offers a number of email newsletter templates that enable you to simply paste in a headline, text and images and then send.

Classic newsletters, auto-responders and A/B testing are all standard with Mailchimp, as is segmenting email sends to subsets of your mailing list. The service also offers robust automation, enabling you to auto-send follow-up emails based on actions your subscribers take, such as email opens, clicks inside your emails and similar activity.

Constant Contact (www.constantcontact.com): A 3.9 out of 5 rating based on more than 3,880 reviews. The service offers a free trial, with pricing starting at $20 per month.

Another comprehensive email marketing service provider, Constant Contact distinguishes itself by offering hard-to-get features such as an event management tool that enables you to combine email marketing with event invitations, registrations and ticketing. You’ll also be able to do email surveying within Constant Contact, which will save you the trouble of learning how a separate web survey works, and you’re able to integrate Constant Contact with your marketing campaigns on social media.

The Design Editor is easy to use, and there are approximately 100 templates you can choose from for messaging. You’ll also find automated email follow-ups based on email opens, clicks inside your emails and the like. And there are a number of reports that you can easily generate to track email opens and clicks, spam problems, email bounces and unsubscribing.

Zoho Campaigns (www.zoho.com/campaigns): A 4.3 out of 5 rating based on more than 392 reviews. Pricing starts at free for newsletter/messaging sending to up to 2,000 subscribers at 12,000 emails maximum per month. Paid subscriptions start at $32 per year.

Like all the solutions in the top tier of providers, Zoho Campaigns offers a wide range of email marketing features, including the ability to quickly create and send everyday marketing emails, email newsletters and do A/B testing. You can also do subscriber surveying with Zoho, and you can integrate your email marketing with your social-media campaigns on Facebook, LinkedIn and Twitter.

Google Analytics (https://analytics.google.com), a free and extremely powerful analytics program, integrates seamlessly with Zoho, and you can do the usual tracking of email opens, clicks inside emails and the like.

Campaign Monitor (www.campaignmonitor.com): A 4.1 out of 5 rating based on more than 527 reviews. Campaign Monitor offers a free trial, and its basic plan starts at $9 per month.

Another comprehensive solution, Campaign Monitor gets high marks for helping with email creation and tracking email opens, clicks on links, unsubscribes and reports on who is sharing your newsletter or marketing message on social media.

Besides the standard templates, Campaign Monitor also offers templates to send automated messages to your subscribers when you do a blog update, when a subscriber has a birthday, or to simply to say thank you for a purchase or completed call to action.

As with most of the rest of the top-tier solutions, you’ll also be able to send targeted emails to a subset of your mailing list.

iContact (www.icontact.com): A 4.1 out of 5 rating based on more than 805 reviews. iContact offers a free trial, with pricing starting at $14 per month.

Stuffed with loads of tools, iContact distinguishes itself from many solutions by offering a preview function that enables you to see how your email messages and newsletters will look in all browsers. You can easily double-check that your messaging will be devoid of spam characteristics before you send, and you’ll also find the standard tools for analyzing how subscribers are interacting with you emails, segmenting your emails to subsets of your mailing list and A/B testing.

Google Analytics also integrates seamlessly with iContact, and all emails sent are in responsive form, which ensures that all of your marketing and email newsletter messaging auto-adjusts to screen size, be it smartphone, tablet, laptop or desktop.

Businesses looking to up their games in email marketing are in the catbird seat: There are so many online email marketing service providers vying for your dollar that you’ll find scores of quality choices available—along with scores of reasonable prices.

Joe Dysart is an internet speaker and business consultant based in Manhattan.

646-233-4089

joe@joedysart.com

www.joedysart.com