The 2022 SEMA Show Education program will feature more than 70 seminars designed to inspire personal and professional development. Led by industry- and subject-matter experts, the program offers a customizable lineup of sessions and workshops that confront industry challenges, capitalize on emerging trends, highlight and reinforce business best practices, enhance leadership skills and much more.

One of the newest components of the 2022 Show Education program are four sessions focused on the Diversity, Equity and Inclusion (DEI) in the workplace. The first DEI session, "Diversity and Inclusion: How You Can Advance Equal Opportunity in Your Workplace," takes place Tuesday, November 1, and will presented by James Pogue, Ph.D., President and CEO of JP Enterprises.

In addition to the DEI sessions, three new tracks have been added: “Inside the Shop,” “Enthusiast” and “Keynote.” The “Inside the Shop” series will motivate aspiring builders and technicians as they hear from leading customizers sharing their experiences crafting off-road machines, hot rods, musclecars and detailed restorations.

The new “Enthusiast” track, scheduled for Friday, November 4, from 8:00 a.m.–9:00 a.m., will feature industry personalities and celebrities providing insight on building cars, ideas for obtaining sponsorships and the importance of protecting the automotive aftermarket from overregulation. One of the five sessions, “Celebrity Insights,” moderated by African American Racers Association Cofounder Chris Harris, will give attendees a glimpse into the lives of some of their favorite celebrities, legends and luminaries.  

The “Keynote” track will feature the new “Main Stage Experience,” where some of the industry’s iconic figures and leaders will bring their unique perspectives on ways to strengthen business strategies. The Main Stage promises to be an immersive, informative and entertaining experience. The first presentation is scheduled for 10:00 a.m.–10:45 a.m., Tuesday, November 1, the opening day of the 2022 SEMA Show.

Building on the success the 2021 Show's education program, the “Leadership Essentials” track, presented by Dale Carnegie, returns to the Show offering six courses spread out over three days. The courses, which can be taken as a whole or individually, feature trainers from Dale Carnegie providing the institution’s acclaimed leadership, communications and sales program that improve both individual and business performance.

“The SEMA Show has a lot to offer, from seeing new products and vehicle builds, meeting with manufacturers, learning from experts and developing meaningful relationships that you can only get from an in-person event,” said Tom Gattuso, SEMA vice president of events. “We encourage Showgoers to take advantage of all the elements of the SEMA Show so that they get the greatest ROI.”

With a wide array of seminars and workshops, the education offerings at the Show provide something for everyone. The 14 tracks available are:

• Aftermarket Updates & Future Trends
• Business Management
• Digital Marketing
• Electric Vehicles
• Enthusiast
• I-Car Collision Repair Training
• Inside the Shop
• International Roundtables
• Keynote
• Leadership Essentials (presented by Dale Carnegie)
• Legislative and Regulatory
• SCRS Repairer Driven Education
• Tire Industry Association
• Vehicle Technology

All sessions are held in meeting rooms at the Las Vegas Convention Center, making it easy and convenient for attendees to schedule seminars between meetings with exhibitors. Registrants can sign up for the education program while applying for SEMA Show credentials at www.SEMAShow.com/register.

For a review of the 2022 SEMA Show Education Program, visit www.SEMAshow.com/education.

By SEMA Editors

SEMA is calling all SEMA Show car builders to register for SEMA Battle of the Builders, the aftermarket industry’s ultimate vehicle competition. Open exclusively to builders with a car or truck displayed at the annual trade show, the competition celebrates and honors top builders for participating in what many consider to be the pinnacle of automotive events.

“Since 2014, we’ve provided vehicle builders a special platform to showcase their imagination, creativity and craftsmanship while also fueling the love for competition and pride of accomplishment,” said RJ de Vera, SEMA vice president of marketing. “SEMA Show Exhibitors are tremendously selective with the vehicles they choose to showcase their products, capture attention and drive traffic to their booths. SEMA Battle of the Builders not only offers an additional avenue for further exposure by featuring the top builders and brands that exhibit at the SEMA Show but also provides a chance for top builders from different genres to learn from each other building meaningful connections as they judge each other’s builds in the final round.”

SEMA Battle of the Builders gives builders to opportunity to gain global recognition, including possible inclusion in a one-hour television special or SEMA’s social channels, and a chance to be recognized and named as the industry’s top builder. The competition recognizes one winner in four different categories:

• Hot Rod & Hot Rod Truck
• 4 Wheel Drive & Off-Road
• Sport Compact, Import Performance, Luxury & Exotic
• Young Guns—before crowning the coveted title, Battle of the Builders Champion.  

The four categories have evolved for the 2022 competition. Hot Rod Trucks will now compete with traditional Hot Rod builds. The former Truck class becomes more focused on 4 Wheel Drive & Off-Road builds while the Sport Compact class is expanded to include Import Performance, Luxury & Exotic builds as well. The age limit for the Young Guns class has also been raised from 27 to 29 years old. As part of SEMA’s initiative to support and encourage the next generation of builders in the industry, the association will continue its SEMA Young Guns category for builders who are 29 and younger.

“Each year, we meet amazing young builders through the Young Guns program,” said de Vera. “It is inspiring to witness the passion, drive and courage they have to put their blood, sweat and tears into their projects and to compete with their pride and joy in this competition. To see the industry embrace them as they build a network of contacts and connections that will fuel a lifelong career is exactly why the Young Guns class was created. Fortune definitely favors the brave, and we want to highlight that.”

Although the SEMA Show is a trade-only event, consumers can experience the excitement of the event and see the winning Battle of the Builder vehicles during the SEMA Cruise and at SEMA Ignited (www.semaignited.com), the official SEMA Show after-party taking place from 3:00 p.m.–10:00 p.m., in the West Hall parking lot of the Las Vegas Convention Center.

For more information on the SEMA Battle of the Builders competition or to register, visit www.semabotb.com. The deadline to register is October 14. Calling all builders!

By SEMA Editors

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

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

Latest Jobs Added to SEMA Career Center

Marketing Manager
Anderson Composites

Anderson Composites is hiring a full-time onsite marketing manager. This candidate will be the day-to-day marketing and creative person, working closely with the sales department to grow the brand and drive sales. This position will lead in marketing strategy and implementation, branding and advertising, and preferably know enough Adobe Suite to lead in creative and graphic design as well. Successful candidates should have experience in digital and social media marketing, graphic design and photography skills, and some previous experience in project management. Ideal candidates should have knowledge of the automotive industry.

Director, University of the Aftermarket
Northwood University

Northwood University seeks a director of the university of the aftermarket to develop and promote existing and new programming for Northwood University in the aftermarket space. The director of the university of the aftermarket reports to the dean of the graduate school and works closely with all automotive aftermarket programs at Northwood University. Candidates must have a master’s degree in a related field and strong experience in designing and implementing successful programs for students in need of continuing/executive education programming within the aftermarket space.

Sales Manager
Texas Speed & Performance

Texas Speed & Performance is hiring a sales manager to lead the sales and customer service teams to drive rapid sales and margin growth and manage expenses for Texas Speed & Performance, while providing world class service to customers. This growth will be achieved by providing customers with friendly and efficient service, driving continuous improvement with contact center SLAs, seeking new leads through social media/forums, execution of SPIF programs and driving AOV and margin initiatives. Candidate must have 10+ years of experience leading and directly managing a sales/customer service team of 10 or more, preferably in a contact center environment as the formal supervisor/manager. 

  Exhibitors of the 2022 SEMA Show are invited to expand their reach, product exposure and Show-floor presence by offering products to builders through the Products for Project-Vehicle Builders list. The list connects manufacturers with builders looking to create or complete a vehicle project.

The list, which will be updated in SEMA News, features product offers and contact information provided by confirmed SEMA Show exhibitors. Builders interested in obtaining a product use the information to contact exhibitors directly. With each project vehicle required to be supported by a current 2022 SEMA Show exhibitor, all product-placement decisions, negotiations and agreements are the responsibility of the exhibiting manufacturer and the builder.

The list is open to exhibitors of the 2022 SEMA Show only. To be included in the list, complete the form.

Exhibitors: Each submission will appear on a first-come, first-served basis. As participation increases, all submissions will also be archived on www.SEMAShow.com.

Note: For verification purposes, the Project-Vehicle Builders form must be used to participate in the program; email submissions will not be included in the list. Participation in the list does not guarantee product or vehicle placement at the 2022 SEMA Show.

View the Products for Project-Vehicle Builders list.

  Registration for the 2022 SEMA Show, the premier gathering for the automotive specialty-equipment industry, is now open at www.semashow.com/register.

Taking place November 1–4 at the Las Vegas Convention Center, the 2022 SEMA Show will build upon the positive momentum following last year’s event, which successfully connected the $47.8 billion industry in person in what was the largest automotive trade show in North America since the pandemic shut everything down in 2020.

“The SEMA Show is where industry professionals go to grow existing relationships, create new ones and push their businesses forward,” said Tom Gattuso, SEMA vice president of events. “Exhibitors are eager to showcase their products and services to the tens of thousands of qualified professionals in attendance.”

Anticipation for this year's SEMA Show ramped up in recent weeks as exhibitors selected their booth locations during Priority Space Selection, a weeks-long process that took place May 2–18.

“Enthusiasm for the 2022 Show continues to exceed last year’s, with more than 1 million sq. ft. of exhibitor space already committed for the 2022 SEMA Show and confirmed spaces running 25% above last year,” said Warren Kosikov, SEMA vice president of sales.

Attendees at the 2022 SEMA Show will learn about the latest products, trends and technology in the industry from manufacturers exhibiting throughout the entire Las Vegas Convention Center, including the surrounding parking lots. Educational seminars led by industry experts and networking events that bring market niches together will also be available during the four-day trade event.

“Our industry continues to thrive despite current challenges in the marketplace, and last year’s event proved that the value of conducting business and networking face-to-face can never be replaced,” said Gattuso. “Our mission is to help continue that momentum by providing an unparalleled experience that builds meaningful business relationships.”

Registration for the 2022 SEMA Show is offered in three categories—attendee, exhibitor and media—and everyone must qualify to attend. Attendees are encouraged to register early at www.semashow.com/register so they can secure their credentials and receive updates on breaking news from the 2022 SEMA Show.

Attendees are encouraged to check the floorplan to see where the companies they need to interact with will be located at the 2022 SEMA Show.

For more information about qualifying documents and the 2022 SEMA Show, log on to www.semashow.com.

By Ashley Reyes

SEMA members are invited to join Tom Gattuso, SEMA vice president of events, for a Facebook and Instagram live chat about the 2022 SEMA Show on Wednesday, September 14, at 12:00 p.m. (PDT).  

Taking place on the SEMA Future Leaders Network (FLN) Facebook page and FLN Instagram (@fln_sema), the live discussion will help members get the most out of their experience at the week-long, trade-only event taking place November 1–4 in Las Vegas. Gattuso will share updates on the current status of this year’s Show, what to expect in November and tips to make navigating the Las Vegas Convention Center easier and more efficient.

There is no other event in the automotive industry where you can discover emerging trends, see thousands of new products, speak directly to experts from the manufacturing companies and build business knowledge through more than 70 free, professional, skill-enhancing education sessions. Get your questions ready and tune in. 

Live Chat location:  

• FLN Facebook page
• FLN Instagram live (@fln_sema)  

By Ashley Reyes

Insurance experts will help manufacturers discover if they can save money on product liability insurance during a live webinar on September 8, at 10:00 a.m. (PDT).

Presented by Bob Corwin and Franco Ganino of Alliant Insurance Services Inc. (a SEMA benefit partner), this webinar will provide manufacturers with updates on cost-effective programs that offer support and coverage solutions. Attendees will walk away understanding the importance of warning customers about risks, the different classifications that may impact costs and how to prevent issues that might negatively impact business.

Register today.

By SEMA Washington, D.C., Staff

The California legislature failed to pass bipartisan SEMA-sponsored legislation (A.B. 2350) that would have incentivized consumers to convert gasoline- and diesel-powered motor vehicles into zero-emissions vehicles (ZEV) prior to adjourning for 2022. If enacted, A.B. 2350 would have provided eligible motorists who convert their vehicle with a $2,000 rebate.

Despite unanimously passing five committees and the entire California Assembly, the bill was held by the Senate Appropriations Committee in the final days of the legislative session. SEMA looks forward to working with its allies in the legislature to pass a similar bill in 2023.

For more information, please contact Christian Robinson at christianr@sema.org.

SEMA News—September 2022

INTERNATIONAL

SEMA Show: 10 Tips to Increase Your Company’s Global Appeal

By Linda Spencer

Attending the International Roundtables is an excellent networking opportunity to meet with international buyers and learn about a promising overseas market even before the Show opens.

Global automotive customization represents significant business opportunities for U.S. suppliers, and as overseas demands grow, so does the demand for American products. Given that 20% of the buyers at the SEMA Show are from overseas, the Show provides unmatched opportunities for exhibitors to connect with these global resellers. Here are 10 tips on developing international business at the SEMA Show.

• Connect with international buyers in Las Vegas before the Show even opens at the Monday, October 31, international roundtables. Each of the four one-hour-long sessions focuses on a top overseas market/region: Middle East, Australian, European and Latin American (see sidebar on p. 94).
• Join SEMA for the Wednesday November 2 International Happy Hour (IHH) bringing together exhibitors with top global buyers and international enthusiast media at this 5:00 p.m.–6:30 p.m. More information is available at www.sema.org/international/sema-show-info.
• Enter your products in the New Products Showcase (NPS). Top global enthusiast journalists tapped by SEMA and part of the Global Media Awards (GMA) will be searching the NPS to identify the top 10 products that they believe will best resonate with buyers in their home market. For the hundreds of products selected, it’s a great source of international publicity and a recognition of the global appeal of your products.
• Utilize the Center for International Commerce (CIC). Exhibitors are invited to utilize the private meeting rooms to meet with current or potential international buyers. Interpreters are also available in the CIC to translate for these private meetings.
• Reach out to international buyers in advance and invite them to set up a time to meet with you in your booth. These buyers might be leads you gathered at previous SEMA Shows or buyers you met at various events such as the SEMA overseas business development programs or past SEMA Export Fairs.
• Consider adding eye-catching booth graphics aimed at attracting potential international customers and letting them know that you manufacture products to fit their market. Do you make products for vehicles popularly customized overseas? Right-hand-drive vehicles? Products which you already sell abroad so you know their appeal? Have signage to reflect these products/platforms to catch the eyes of passing global resellers.
• Request a complimentary “We Export” sign at www.sema.org/international/sema-show-info or by contacting Kristin Atwan at kristina@sema.org. Let international buyers know that you are interested in doing business with them with this multilingual sign. The signs will be delivered by Freeman to your booth. We will also send you a complimentary electronic version of the “We Export” sign. Feel free to use this complimentary electronic logo in your pre-/post-Show promotion to international buyers.
• Explore state—specifically the State Export Trade Promotion Program—for available funding to defray the cost of exhibiting at the SEMA Show. This partnership between the Federal Small Business Administration (SBA) and the states provides funding for export-generating programs for eligible small businesses. Given that more than 20% of the buyers at the Show reside abroad, the Show is considered an eligible export activity for state funding. More information is available at www.sema.org/international/step-pdf or by contacting Kristin Atwan at kristina@sema.org.
• The leads gathered at the Show are just that—leads. Make sure to properly research and vet these potential customers just as you would domestic leads. For example, research what other products they carry (consider reaching out to some of these suppliers if they are in noncompetitive companies to see their satisfaction with the buyer) and check their capacity in terms of staff and facilities in determining whether they would be a good fit to sell your product and if yes, the agreed-upon geographic reach. If they seek to be your dealer throughout a region—for example, Europe—do they have the ability staff-wise, language-wise, etc., to handle this broad region? Typically, the geographic region is limited to the home country and perhaps a nearby market. Rarely is it to a whole continent such as Europe.
• Once you decide the international buyers with which you want to do business, develop a proactive plan to make these new potentially lucrative accounts a win-win for all. Take into account the miles and time zones away the new customer might be. This plan should address: the customer’s preferred method of communication (for many overseas trade buyers, it is NOT email but rather WhatsApp or Telegram or other social-media apps); who/how you will build in capacity in your company to respond quickly to inquiries, problems and potential warranty issues; and explore the most cost-effective and efficient methods of delivering your products to your overseas customers (luckily a growing number of overseas resellers handle the product delivery by either picking it up at your facility or having you send it to a location within the United States from which they then tranship the product overseas).

Register for the 18th International Happy Hour where exhibitors, global trade buyers and international enthusiast media gather on Wednesday evening during Show week.

As the global specialty equipment industry gathers November 1–4 for the SEMA Show, incorporating some of these tips to expand your appeal to domestic as well as international buyers can lead to an increased ROI without a lot more effort! n

SEMA SHOW Roundtables

Monday, October 31

Upper West Hall, room W229

• 11:00 a.m.–12:00 p.m.

Middle East Tazweed: The United Arab Emirates and surrounding countries provide some of the best opportunities for U.S. specialty-parts manufacturers. Meet with buyers from throughout the region who will let you know what their customers want. Learn how to cash in on this lucrative region filled with passionate consumers with disposable income. Discover why off-roading, classic-car collecting and motorsports are all strong markets throughout the region. Attendees will also learn about plans for the 2023 SEMA Middle East Business Development Program.

• 12:15 p.m.–1:15 p.m.

Connect With Buyers Down Under: Australia and New Zealand–Meet for lunch and conversation with top buyers from Down Under. Learn the latest trends from distributors of off-road, styling, restoration and performance products and the opportunities in this country of pickup (utes) and SUV customizing fanatics, V8 lovers and die-hard hot-rod enthusiasts. Learn about the upcoming 2023 SEMA Australia Business Development Program.

• 2:30 p.m.–3:30 p.m.

NEW SESSION

Nordic/Europe: Explore the Opportunities in the Vintage Car, Pickup and Performance Niches—Learn the potential for your products in this performance and classic-car paradise. Meet with top trade buyers enabling the half-century-old craze in Sweden and the surrounding countries of Norway, Finland and Denmark to restore and upgrade American classics. Performance upgrades are among the top modifications sought for a range of vehicles. After all, the region is the headquarters of the European Drag Racing Championship and performance for street use as well as circuit and drag racing, rally racing and drifting. Hear about the market for customized fullsize American-built pickups. High disposable income coupled with a passion for personalization makes this a very attractive region. Get feedback from the first SEMA Nordic trip and plans for future events.

• 3:45 p.m.–4:45 p.m.

Latin America: Learn What’s Hot and What’s Not—Trade buyers and the media from Central and South America will discuss their respective markets and the opportunity in this pickup- and car-crazy region. Learn what’s hot—and what’s not. Get insider tips into which vehicles are local customizers’ rides of choice and the top-selling products. Learn more about the opportunities and challenges facing U.S. manufacturers seeking to sell into Latin America—everything from language issues, tariffs and small fragmented markets to how U.S. companies have overcome these challenges.