Debuting as a feature-length film last November at the oldest liquor-licensed bar in Las Vegas during the 2022 SEMA Show, “Shifters So-Cal: A Hot Rod Revolution” is not only the first film project produced by Hemmings, but the first to look at the origins of the cultural movement that took the world by storm 30 years ago. Through the origin story of the Shifters So-Cal—one of the first car clubs to make “rat rod” a household word—it’s being released as a YouTube limited video series, in partnership with Coker Tire.
“Before the Shifters, there was no hot rod culture as we know it today,” explained Hemmings Creative Director Dan Stoner, “And now, three decades later, the hot-rod revival that Gen-X kids created for themselves has turned into a global movement that’s given us American traditional tattoos, vintage denim, rockabilly music, mid-century tiki culture and, of course, post-war hot rods, all wrapped up in a complete cultural fever. And the Shifters were Patient Zero.”
Some of the most recognized names across the hot-rod scene make appearances in the limited series: ZZ Top frontman Billy F. Gibbons, celeb custom car builder Chip Foose, famed collector and philanthropist Bruce Meyer, rockabilly crooner James Intveld and preservationist and restauranteur Bobby Green are just a few.
“Every great story has a twist you never saw coming,” said Matt Boice, SVP Media at Hemmings. “It’s easy to turn on a camera and describe a car build, but it means nothing until that car becomes the literal and figurative vehicle for an adventure. This is one of those great stories. And the fact that the Shifters changed the world on Cokers turned our longstanding relationship with Coker Tire into a partnership on this project that we’re really proud of.”
Filmed over the spring and summer of 2022, “Shifters So-Cal: A Hot Rod Revolution” is the second season of Hemmings’ “The Motor Underground” series.
“We made ‘The Motor Underground’ to dig deep under the surface of car culture and bring the characters, who really made it one of America’s most valuable exports, up to the surface,” Stoner continues. “And when we realized that the story of the Shifters was now 30 years old, we knew it was time to not only celebrate that, but introduce them to an entire generation that has no idea what they did for them.”
Ford Motor Company Fund is joining Ford dealers across four U.S. regions—Atlanta, Chicago, Dallas and Phoenix—to provide $1 million in scholarship funding to help students pursue careers as automotive technicians. The auto industry has long faced a shortage of technicians due to fewer students entering and graduating from post-secondary programs, according to TechForce Foundation. Despite annual demand for 258,000 new technicians, there are only 48,000 graduates from technician programs each year nationwide. The gap is likely to widen over the next decade without new graduates as there are projected growth rates of 14% in Arizona, 10% in Texas, 7% in Georgia and 3% in Illinois for this career field respectively.
“As we move toward an electrified future, these career opportunities are exciting and require skilled technicians who are proficient in STEM-related study,” said Elena Ford, chief customer experience officer. “Working together with the Ford Fund and our dealers to offer this scholarship program means we will welcome a new generation of diverse students to the industry, and hopefully into our Ford family, to help us better serve our customers."
The Ford Auto Tech Scholarship is open to current and future students who are enrolled in post-secondary auto or auto and diesel technician training programs in the Greater Atlanta, Chicago, Dallas and Phoenix areas. This need-based scholarship is applied to a student’s school tuition account and may be used for all cost of attendance, including tuition, tools, living expenses and transportation.
Scholarships will be administered by TechForce Foundation, a national nonprofit supporting students to and through their education and into careers as professional technicians. This program supports Ford’s greater mission to prepare, empower and grow the future workforce needed to service vehicles and customers to prepare for an electrified future, including:
A focus on STEM-based curriculum in combination with hands-on learning.
Reaching students early and reinforcing the opportunities available for upward professional and economic advancement.
Collaboration with dealers through their involvement in participating schools, career fairs, shadowing days, mentoring and internships.
For more information and to apply for the Ford Auto Tech Scholarship opportunity students can visit www.TechForce.org/FordFund. Applications are due by June 30, and applicants will be notified of the results on a rolling basis throughout the spring and summer.
Cummins Announces $1 Billion U.S. Engine Manufacturing Investment
Cummins has announced a $1 billion investment across its U.S. engine manufacturing network in Indiana, North Carolina and New York, according to the White House. The company’s announcement aligns with President Biden’s visit to the Cummins Power Generation Facility in Fridley, Minnesota, earlier this week, which is part of his “Investing in America Tour.”
The investment is set to update facilities “so they can manufacture low- to zero-carbon engines, helping decarbonize the nation’s truck fleets today,” a White House official said. The official added that more than half of all medium- and heavy-duty trucks currently on the road in the United States use engines manufactured by Cummins. The investment in Minnesota is part of the more than $2 billion companies have committed to investing in the state since Biden took office, according to the White House.
Dana Recognized as a GM 2022 Supplier of the Year
Dana Inc. has announced that once again it has been recognized by General Motors as a 2022 Supplier of the Year. GM celebrated honorees at its 31st annual Supplier of the Year event in San Antonio, Texas, last week. GM’s Supplier of the Year award recognizes global suppliers that distinguish themselves by exceeding GM's requirements, in turn providing customers with innovative technologies that are among the highest quality in the automotive industry. Each year, GM's Supplier of the Year recipients are selected by a global, cross-functional GM team for their performance in criteria such as product purchasing, global purchasing and manufacturing services, customer care, and aftersales and logistics.
PerTronix Appoints Sarah Lassek as Chief Brand Officer
PerTronix Performance Brands has appointed Sarah Lassek as the chief brand officer, according to published reports. Lassek will be responsible for marketing initiatives for all brands within the group, which includes PerTronix Ignition, JBA Performance Exhaust, Doug’s Original Headers, Patriot Exhaust, Compu-Fire, Spyke, Aeromotive, Waterman Racing Components and Taylor Cable Products.
An automotive enthusiast, Lassek most recently served as senior vice president of Omaze. She is also a member of The Motoring Club, is on the advisory board for 000 Magazine for Porsche enthusiasts, and is a member of the all-female team of mentors for Petersen Automotive Museum’s Business Incubator Program.
Meyer Distributing Announces Vendors of the Year and Rep of the Year; Awards the Ultimate Truck & Boat Giveaway to Grand-Prize Winners
Meyer Distributing named Banks Outdoors as one of its Vendors of the Year.
Meyer Distributing has named Weather Guard, Retrax, Mickey Thompson, Fab Fours, VP Racing, Chemical Guys, Lippert, Banks Outdoors, Big Ass Fans and Metra as 2022 Vendor of the Year in their respective categories, and Rolston Hogstrom as 2022 Manufacturer Representative Agency of the Year.
In other news, last year, Meyer Distributing launched its Ultimate Truck & Boat Giveaway. Meyer partnered with Airlift, ARP, B&W Trailer Hitches, Bilstein, Covercraft, Holley, Rigid and Westin to make this giveaway happen. Together, they awarded a ’22 RAM 1500 Big Horn Truck and a ’22 Tracker Pro Team Tournament Edition Fishing Boat to one grand-prize winner—Work Horse Manufacturing Inc.
“What a great way to start 2023! We still haven’t gotten over the shock of winning,” said Michael Galindo of Work Horse Manufacturing. “Our company plans to use the truck to give our company’s advertising a big boost. It will make a significant difference in day-to-day operations, and we can’t thank Meyer Distributing enough.”
“The participation level and response to this giveaway were unprecedented,” said Cody Ziegler, vice president of sales for Meyer Distributing. “Seeing the reactions on the winner’s faces was so fulfilling, and it’s a strong reason why we’ll continue to craft similar promotions that give back to our dealer network.”
Hankook Tire Leads off Major League Baseball 2023 Season as Official Tire
Hankook Tire will enter the 2023 Major League Baseball (MLB) season as the league's Official Tire in the United States and South Korea. An official partner of MLB since 2018, this year, the Hankook logo will be featured in signage behind home plate in select games, along with other marketing activities such as advertisements, promotions, and activities at MLB events. Hankook will benefit from media assets on MLB Network, exposure on digital platforms such as MLB.com and also leverage social media content associated with the league. In addition, Hankook will be the presenting sponsor of the Wild Card series during the Postseason.
Hankook Tire's MLB partnership underscores the company's continued commitment to the U.S. market. In addition to its partnership with MLB, Hankook recently announced an expansion of its Tennessee Plant in Clarksville, Tennesee, where Hankook is investing heavily in R&D to develop high-quality, technology advanced products.
AAM Receives 2022 Overdrive Award From General Motors
General Motors recognized American Axle & Manufacturing Holdings Inc. (AAM) as an Overdrive award winner as part of GM’s 31st annual Supplier of the Year awards. AAM was one of 16 companies to earn an Overdrive award for 2022. The company celebrated honorees at an event in San Antonio, Texas, earlier this month.
First presented in 2012, the Overdrive award is a distinction reserved for suppliers who display outstanding achievement across the global purchasing and supply-chain organization's key priorities. These include sustainability, innovation, relationships, total enterprise cost, launch excellence and safety.
Each year, the Supplier of the Year and Overdrive award recipients are selected by a global, cross-functional GM team for their performance in criteria such as Product Purchasing, Global Purchasing and Manufacturing Services, Customer Care, and Aftersales and Logistics.
Speedvision Fast Channel Now Available on Amazon Freevee
Speedvision has announced that it is now available as a free ad-supported streaming TV (FAST) linear channel on Amazon Freevee in the United States. Freevee customers now can stream titles from Speedvision's lineup of blue-chip vehicle entertainment that is diverse, compelling and an established draw. The network brand that started the auto entertainment revolution, Speedvision returned in October 2022. As a recognized network brand that originated the automotive lifestyle genre in the ’90s, Speedvision delivers a combination of storytelling, iconic hosts and premier production values.
From car-build shows and garage content, to automotive history and auction programming, the network features titles, including “Graveyard Carz,” “AmeriCarna,” “Stacey David's Gearz,” and “Two Guys Garage,” as well as motorcycle and aviation series. Speedvision also boasts a roster of well-known talent and experts, including Wayne Carini, Bill Goldberg, Mark Worman, Stacy David, Ant Anstead, Ray Evernham, and more.
Oracle Named a Leader in the 2023 Gartner Magic Quadrant for Transportation Management Systems
Oracle has been named a Leader in the 2023 Gartner Magic Quadrant for Transportation Management Systems (TMS) for Oracle Fusion Cloud Transportation Management. Of the 15 companies evaluated, Oracle was positioned highest on the “Ability to Execute” and furthest right on the “Completeness of Vision” axes. Gartner has recognized Oracle as a Leader in Transportation Management Systems for the 2006, 2008, 2009–2012, and 2014–2023 reports.
Part of Oracle Fusion Cloud Supply Chain & Manufacturing (SCM), Oracle Transportation Management offers a comprehensive set of enterprise capabilities for operational planning, transportation execution, shipment visibility, freight payment and logistics network modeling. With new features added every quarter, Oracle Cloud SCM helps customers create a resilient supply network and processes that outpace change. For additional information on Oracle Cloud SCM applications, visit www.oracle.com/scm.
Hagerty Garage + Social Opens Miami Car Culture Clubhouse
Hagerty Garage + Social has opened its third premium clubhouse and car storage facility in South Florida with its Miami location complementing existing locations in Palm Beach and Delray Beach. The Hagerty Garage + Social network has nine locations throughout North America.
A recent addition to its growing national network of enthusiast facilities, Hagerty Garage + Social Miami offers a premium clubhouse and car-storage facility for car lovers and collectors. Garage + Social Miami features climate-controlled, dust-free storage with 24-hour security, personalized service, maintenance and detailing. The facility includes nearly 30,000 sq. ft. of car storage, plus an adjoining clubhouse for members and their friends to gather and socialize. The facility can house more than 200 cars at its Little River location near Miami Beach, Fisher Island and other luxe Miami locales.
All memberships include free access to the Hagerty Drivers Club, which provides an annual subscription to Hagerty Drivers Club magazine, invitations to members-only events and experiences, automotive discounts, roadside assistance designed for classic and collector cars, premium automotive print and video content as well as promotions with leading automotive lifestyle brands. All members have full reciprocity across the nine Hagerty Garage + Social locations throughout North America, including locations in Delray Beach, Palm Beach, Bedford Hills (New York), Chicago, Toronto, Seattle, Van Nuys (Calironia) and Culver City (California). For more information about how to become a member, visit www.garageandsocial.com.
Overland Expo Launches “Overland News” YouTube Series
Overland Expo has extended “The Compass” coverage to a bi-weekly YouTube series called “Overland News,” hosted by Overland Expo personalities Nick Jaynes and Rick Stowe. From news to trending topics to gear reviews, “Overland News” will cover some of the most compelling subjects in the overland industry in 15 minutes or less.
The first episode—which covers Potential Motors’ pre-order, Mercedes’ Mondo G concept, Stowe’s roundup of the best overland trailers, and Jaynes’ review of MAXTRAX MK II—is live now. New episodes go live every other Tuesday on Overland Expo’s YouTube channel.
Shell USA Inc. Finalizes Acquisition of Volta Inc.
Shell USA Inc. has completed the previously announced acquisition of Volta Inc. in an all-cash transaction valued at approximately USD $169 million. With this acquisition, Shell now owns and operates one of the largest public electric vehicle (EV) charging networks in the United States. The closing of the transaction occurred after receiving various regulatory clearances and approval from Volta's stockholders.
Volta provides Shell with an existing public charging network of more than 3,000 charge points at destination sites (shopping centers, grocery stores, pharmacies, etc.) across 31 U.S. states and territories, a development pipeline of more than 3,400 additional charge points and capabilities to continue developing, operating, and monetizing EV charging infrastructure.
Volta’s advertising capability and early mover advantage have allowed the company to secure prime spots and portfolio-level contracts with site hosts in high-value, high-traffic markets. While most of Volta's current revenue is generated through advertising, there are plans to increase the number of fast charging DC outlets with a paid charging model. The acquisition enables Shell to scale its existing network and offerings to better participate in the long-term EV charging market opportunity within the United States.
Alfa Romeo Starts Production of ’24 Tonale
Alfa Romeo has announced the official start of retail production for the all-new ’24 Tonale. Alfa Romeo’s first plug-in hybrid is built at the Giambattista Vico Stellantis plant in Pomigliano d'Arco, Naples, Italy—one of the company's most advanced production sites. The Tonale will begin arriving at dealers in June. The Tonale enters the premium compact CUV segment with standard all-wheel drive, more than 30 miles of electric range and a starting U.S. MSRP of $42,995. Customers can now build and price their Alfa Romeo Tonale through alfaromeousa.com and align with their preferred dealer to finalize the purchase. Customers who choose to lease their all-new Alfa Romeo Tonale can take advantage of a $7,500 federal EV tax credit.
Have some company news you would like to share? Let us know and the news may appear in an upcoming issue of SEMA News. Send your items for consideration to editors@sema.org.
SEMA Show exhibitors and attendees preparing for the 2023 SEMA Show can lock in the guaranteed lowest hotel rate now by booking in the SEMA Show Block.
Making hotel reservations in the block provides you with the most affordable and convenient options for a wide range of hotels located on and off the Strip.
Shuttle bus service is provided from all hotels in the SEMA Show block.
The following are advantages of booking in the SEMA Show block versus an Airbnb:
Customer Service
Lodging through the SEMA Show block will give you dedicated customer service support for managing your reservation and will still have on-site customer service from the hotel. This includes check-in, housekeeping and concierge services.
Airbnb customer service can be difficult to contact, and is often left to the Airbnb host to manage. Check-in for your lodging can be difficult to navigate with lock boxes, keycodes or having to make a trip to an alternate location to access lodging keys. Airbnb lodgings often do not include dedicated customer service unless booking through the Airbnb Luxe program.
Proximity to Venue
For larger city venues, such as the Las Vegas Convention Center (LVCC), proximity should be factored in. Hotels are typically offered within a radius that allows for an event-sponsored shuttle route, walking distance to the convention center or a short and inexpensive ride-share option. In addition, parking around the LVCC is extremely limited. With Airbnb, locations tend to be further away from the city center, main attractions or the convention center.
Booking Lodging for a Large Group?
Airbnb does tend to lend for a better budget when traveling in large groups; however, this option does not cater to privacy for your group members, and keep an eye out for fees associated with additional guests. You may find the hotel will offer more privacy at a better rate.
Hotel Group reservations (those including multiple rooms) are available for the 2023 SEMA Show. The SEMA Show block online system makes this complex responsibility easy: simply look for the “Group Bookings (2+ Rooms)” option when conducting your initial search and you’ll be all set to make/manage rooms for your whole team with more flexibility than anywhere else.
Hotel Reward Points
Airbnb currently doesn’t offer loyalty rewards that most major hotels do, which can be utilized for room upgrades, free room nights and more, depending on the hotel loyalty program.
By booking in the SEMA Show block, you can earn rewards points with your preferred hotel chain—simply enter your rewards or frequent guest number when booking through our online system. When we transfer your reservation details to the hotel approximately two weeks prior to the event, your frequent guest number will be included with your information, and you will receive your points.
Transportation to and From the SEMA Show
The SEMA Show block offers convenient access to the Las Vegas Monorail with station stops at the below hotels:
SAHARA
Westgate
Harrah’s/The Linq
Flamingo/Caesars Palace Station
Horseshoe Las Vegas/Paris
MGM Grand
Shuttle bus service is provided from all hotels in the SEMA Show block, excluding those located within a quarter-mile distance to the Las Vegas Convention Center.
Land Rover already has a Defender equipped with a V8, but a more capable version is still in the development phase, possibly wearing an SVX badge and targeting the likes of the Ford Bronco Raptor and Jeep Wrangler Rubicon 392.
A prototype for the potential Defender SVX has been spotted for the first time in D90 (two-door) setup. The prototype features the familiar quad-exhaust tips of the regular Defender equipped with a V8, along with widened wheel arches, raised suspension and BFGoodrich all-terrain tires.
It isn’t clear what engine is under the hood, but the Defender already offers Jaguar Land Rover’s 5.0L supercharged V8, rated at 518 hp. However, Land Rover has also started offering a BMW-sourced 4.4L twin-turbocharged V8 in the Range Rover, rated at 523 hp.
We should know more as development continues. Expect the Defender SVX to land yet this year as a ’24 model.
A pattern began to emerge while researching “Your Message Here,” our October 2022 SEMA News magazine article explaining why and how industry professionals should contribute to automotive podcasts as guests: It felt impossible to talk about the marketing potential of appearing on a podcast without examining the virtues of sponsoring one.
John “CustomCarNerd” Meyer (right), producer Joann Meyer (not shown), and Jason “OldeCarrGuy” Carr (left) joke that they deliver everything you never thought you’d want to know about cars on “Get Out N Drive.” As the title suggests, they encourage listeners to use their vehicles as intended, which drives traffic to their sponsor’s collector-car classifieds and content.
What the experts we consulted urged had nothing to do with paying to appear as a guest. Rather, they described a frontier market where cost may not always reflect the true value of the medium, or at least what that medium may be worth one day. To summarize, the automotive segment of the podcast market is growing by leaps and bounds in titles and listeners alike. And so far, sponsors/advertisers seem slow to seize the opportunity.
It’s hard to blame them: Podcasts don’t really fit the marketing model that most people think of. In that model, quantity is king. Take the once-vast print market, where even a niche title could reach tens or even hundreds of thousands of people. When talking potential customers, more is better—right?
Giants like “Collecting Cars” and “The Smoking Tire” notwithstanding, podcasts typically don’t pull the audience numbers that we’ve come to expect from other formats. Yes, there are more listeners by the day; but there are also more podcasts vying for their ears.
What distinguishes podcasts is the quality of their audiences. “The fan base that you get is very dedicated and loyal, a base that specifically sought you out,” says “Get Out N Drive” producer Joann Meyer. “It’s not like they’re just flipping on the TV and we happen to be on. They’re looking for this type of content. So, we have a very loyal base that’s very specific in the niche that we’re in.”
And the niches can get narrow. “For example, we are involved with a number of podcasts and one of them focuses solely on road racing,” explains Mark Menadier, business-development manager for online marketplace RacingJunk.com.
Every week since 2017, “Everyone Racers” Christopher Abbott, Christian “Mental” Ward, Jeff Wakemen and Chrissy Mittura meet to dish about amateur endurance racing. By minimizing production cost and optimizing relationship value, they’ve established a modest-but-dedicated following that overlaps almost perfectly with RacingJunk.com’s marketplace.
Targeted Reach
“We may not have a large fan base, but you’re reaching every single one of those people that’s downloading our information,” says Christian “Mental” Ward, co-host of “Everyone Racers.” “Podcasts don’t play in the background. It’s not something that’s, you know, on the radio. It’s nothing like that. It is very targeted. So, it is super engaging.”
“You’re getting engaged with people in a way that you don’t ordinarily,” Meyer adds. “This is the kind of stuff you hear when you’re talking to somebody at a car show.” With that comes a kind of trust that’s rare in the marketing world. “I think from a consumer standpoint, it’s you know, ‘I’m going to find someone who thinks like me and acts like me, and they’re going to give me an honest review of this particular product,’” Ward says.
They’re far from wrong. Earlier this year, iHeart Media released the results of a study that indicates that “consumers perceive radio and podcast personalities as highly relatable, trustworthy and authentic.” According to “Exploring the Brand Benefits of Trust and Companionship in Audio,” “These findings present rich opportunity for advertisers to build brand affinity and favorability, and drive purchase in audio environments.”
And it’s a good audience to have: According to the Westwood One 2021 Audioscape, 53% of podcast listeners have white-collar occupations, 39% have management positions, 55% have a household income of $75,000 or higher, and 39% have incomes of $100,000 or more. Take “Everyone Racers,” Menadier says. “That audience tends to be more affluent. The participants are generally self-sponsored. There’s not a whole lot of spectators in road racing, so there’s not a lot of sponsorship opportunity. So, the road racers themselves tend to be great customers because they have the means.”
Obviously, fit is crucial to a good relationship. And like most crucial things, that isn’t always straightforward. In fact, the best option for some would-be sponsors is retaining a conventional marketing firm that knows your industry and buyer’s demographics.
Regardless of the choice, it pays to understand some of the mechanics behind the decisions essential to finding a good match. “Let’s go back to one extremely crucial element,” Menadier says. “Does their audience line up with your target customer base? That’s the first thing, right?
“Let’s say that I sell dirt-car parts,” he continues. “I want to get involved in a podcast that only talks about dirt, and there are podcasts that are that esoteric. Having the ability to hyper-target your audience—especially if you’re a company that focuses on a specific automotive niche—is a great thing about podcasts.”
But according to Ward, perfect alignment isn’t always the best option. “You don’t necessarily want to go to the direct market,” he says. “If it’s exactly your demographic, then there’s a 90% chance the listeners already know about your product.” Solution? Adjacent marketing. “You can start finding the mutually beneficial cross promotion adjacent to your audience. In our case, we’re endurance road racers [and] there’s a lot of crossover to the vintage road-racing crowd.”
Menadier urges would-be sponsors to study their prospective outlets. “Do they come across as professional? Do they have good content? Do they bring in quality guests? How often do they publish? Do they do remote, on-site recordings? Do they go to industry events? Are the engagement stats, audience base, reviews, comments and interaction skills good? Those factors play into the decision-making process.” He also recommends contacting the podcast’s current and past sponsors to get a take on their experience.
At the same time, he underscores the value of underdogs. “If I see a podcast that’s got potential, and after talking with them and looking at how they present themselves, I’ll pay attention. If I see potential for growth within a year or two, then I’ll jump on board with them and do everything I can to help them gain downloads. If you see potential in a yet-to-be-known podcast and you can get your foot in the door, your value as a sponsor is going to be higher down the road.
“So just to round out the thought, what I saw in ‘Get Out N Drive’ were the things that I look for in a successful podcast, and they were just barely getting off their feet,” Menadier continues. Host John Meyer was at the tail end of a decades-long career turning wrenches and Joann runs a successful catering business. “They had the background [and] she had the organizational and administrative wherewithal. So you know, they’re a good example.”
As counterintuitive as it sounds, there’s also such a thing as a market that’s too big. “Good example is the very first podcast that we got involved with,” he recalls. “He’s an off-road racer, super well-known in the off-road world. We got on with him and he already had a substantial following, but it got to the point that we just got swallowed up. We were, in that podcast’s eyes, a little fish in a very large ocean.”
The common denominator to these podcast titles and RacingJunk.com is Mark
Menadier. As business development manager for Internet Brands, parent company of a dozen automotive-themed online entities, he handles the company’s partnerships and special projects. He’s a driving force behind the company’s push into niche markets by way of engaging grassroots podcasts.
Message Placement
How producers work sponsor messages into episodes varies across the industry, but most fall into a few very familiar formats. Our October 2022 SEMA News “Your Message Here” article likened podcasts to old-time radio shows. The familiar “message from our sponsor” delivered by a program host or cast falls under the broad heading of host-read ads.
But these aren’t necessarily the formal spots of yore. “We ask [producers] for our messaging to contain an idea, but we don’t script it,” Menadier says. “We ask them to work it in organically, however they can. And most of them do it. That’s something that ‘Everyone Racers’ does well.” For example, “Everyone Racers” works
Racingjunk.com into a piece called “What I Found on RacingJunk.com.”
“When we started this relationship, they really kind of didn’t place any expectations on this,” Ward explains. “All of us go on RacingJunk.com anyway. We find something interesting and just talk about it.” What exists to promote a sponsor turns into an entertainment segment. “That gives us more than the typical 30- or 60-sec. spot,” Menadier says. Furthermore, listeners are more likely to hear a message from a sponsor if it includes novel and entertaining information.
Whether host-delivered or sponsor-generated, sponsorship messaging appears in one of three places in a podcast: pre-roll, or before the episode starts; mid-roll, or anywhere during the episode; and post-roll, or after the episode ends. And not all messages are baked into the program. Many producers essentially leave blanks in the programming that they fill at will. Dynamic ads, as they’re known, are a great way to sponsor evergreen episodes that see frequent downloads long after their initial publishing date.
Because podcasts rely on the internet for dissemination, they leave a digital paper trail. Producers then mine that trail for valuable information about listener habits that they can use to court sponsors and determine the podcast’s marketing value.
The basic marketing metrics include cost per click (CPC), cost per mille (CPM), cost per lead (CPL) and cost per action (CPA). CPC explains itself: the producer charges a set amount per click, in this case per-episode download. CPM amounts to the same thing, but in blocks of a thousand clicks.
CPL represents the amount a sponsor pays whenever a consumer follows a lead to a sponsor’s business; CPA represents the amount a sponsor pays whenever a consumer purchases a product.
CPL and CPA make up the backbone of affiliate marketing. Though affiliate marketing comes in many forms, you’re probably most familiar with it in review websites. The “See price at XYZ” buttons that usually accompany a product or service send users to a unique page on the sponsor’s site. If the arrangement pays based on CPL, the producer earns commission on every click that lands a user at the sponsor’s unique page. And in the CPA model, the sponsor pays every time a user buys the advertised product.
Naturally the audio-only format precludes counting clicks beyond the one used to download the podcast episode. But operators in the podcast sphere have developed a workaround, creating unique coupon codes that let the sponsor know where the users heard about the sponsor’s products or services.
Asking how much it costs to sponsor a podcast is akin to asking how much it costs to buy a car or a house. The variables are so diverse that it’s impossible to put a blanket figure on it. Thankfully those are questions that a well-maintained media kit can answer.
But even in some of the most successful arrangements, podcast sponsorship can often cost very little—and in some cases literally nothing, depending on the sponsor’s presence in the industry. “This movement is in such an emerging stage that people are basically bartering for exposure on each other’s platforms,” Ward reveals. In their relationship, ‘Get Out N Drive’ and ‘Everyone Racers’ lead traffic to RacingJunk.com. “With RacingJunk.com, they feature us in their newsletter quite often, which is good for us because it opens us up to a bigger market,” he continues.
“The more we promote them, the more they’re promoted, and the more we get promoted,” Menadier says. It’s a synergistic circle, there’s no question about it. It’s almost like you can’t wash your right hand without your left hand. Our arrangement with them is a perfect example of that.”
“RacingJunk.com has been a huge help to us,” Joann Meyer says. “I met Mark on LinkedIn, and we have gone from there. They have provided us with a wealth of guests and potential sponsors. We’re not in the getting-paid-to-sponsor gig, but we’ll be there someday.”
Menadier says adding a podcast to the mix is the next logical step for a few reasons. “The first one being you’re potentially tapping into an audience that has not heard your message and has maybe not heard of you as a company, your business.”
“The second, and almost as important reason, is because you’re reinforcing whatever other messaging you have going on in your mix,” he continues. “What if that person listening to the podcast happens to be someone that follows you on social? Hearing your name mentioned on a podcast just reinforces what you’re already doing.”
For now, podcast sponsorship represents one of the more affordable means to deliver a company’s message to a very specific audience. But not for long, Mark Menadier predicts. “Podcasts really have taken off not only in popularity with the listeners, but popularity with people who are finding another way to make a dollar,” he says. It’s only a matter of time until more businesses discover the potential to access target markets, at which point the value will reflect the medium’s power. “It’s best to get in early,” Menadier observes, “because then you get favorable treatment down the road.”
The September 2023 issue of SEMA News will highlight rising stars in the automotive aftermarket industry who are age 35 and younger. If you know a leader in that age range as of September 1, 2023—whether they are in manufacturing and design, marketing, retail, events and media or distribution—we would like to hear from you.
Many SEMA members are currently working with creative young entrepreneurs and professionals who are already industry trailblazers. They may have played key roles in leveraging new and emerging technologies with a traditional automotive aftermarket business to expand company reach, improve product development, energize marketing efforts or upgrade customer interaction.
They could also be budding talents at an established company, entrepreneurs building their own brands or innovators who have launched companies that might become big names in the future. What they all will have in common are fresh ideas, enthusiasm, charisma and the drive to succeed.
SEMA News looks for candidates drawn from diverse industry segments who are already making a significant impact through their leadership within their organizations or businesses. Entrepreneurship, commitment, insight, innovation, integrity, responsibility, demonstrated skill, involvement and success within the marketplace weigh heavily in the decision-making process.
We’ll honor the winners in the September issue of SEMA News and on www.sema.org.
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.
ProCharger is hiring a creative marketing associate with at least three years of experience to join the existing high-performance marketing team. Activities include expansion and refinement of both ProCharger and Invoair websites, national advertising (digital and print), product literature, social-media content creation and management, video creation/distribution and other marketing deliverables. Candidates must have more than three years of experience designing digital assets with campaign results that reflect asset success, and be proficient in Adobe programs, website analytics tools and social-media platforms.
MagnaFlow is hiring a national account manager to acquire and maintain business relationships with national large purchase accounts in the traditional and undercar market channel resulting in increased sales and profits. Candidates should have automotive parts knowledge and retail experience and be proficient in Microsoft Office, Salesforce or CRM.
Gale Banks Engineering is hiring a senior mechanical design engineer to design and develop high-performance automotive products and systems leveraging CAD, CFD, FEA tools. You are comfortable working on undefined things and love experimenting and finding solutions. Ultimately, this role is to help build high-quality, innovative and exciting performance-oriented products. This position will report to the mechanical engineer group manager and work out of the company’s 12-acre campus in Azusa, California. Candidates must have a bachelor’s degree in mechanical engineering or similar, with more than five years of related work experience and advanced level of SolidWorks experience or equivalent CAD tools.
West Virginia Governor Jim Justice signed into law the SEMA-supported Motorsport Responsibility Act, which defines areas of responsibility and assumed risks for both participants and recreational and commercial motorsports facilities. This key legislation was spearheaded by State Automotive Enthusiast Caucus members, including Del. Paul Espinosa and Sen. Mark Maynard. Caucus Chairman Emeritus Del. Gary Howell also served as a cosponsor of the bill.
Motorsports venues and recreational areas are major contributors to the West Virginia economy. Clearly defining the obligations and responsibilities—for both participants and race tracks—will reduce liability insurance premiums and make the state more enticing for racers, promoters, and future facilities.
In February, representatives from SEMA and the Performance Racing Industry (PRI), and other members of West Virginia’s motorsports community, traveled to Charleston to raise awareness and advocate for the bill with state lawmakers.
For more information, contact Christian Robinson at christianr@sema.org.
Ashley, Hagan and Glenn Race to Victories at Lucas Oil NHRA Winternationals
In a rematch of last year’s Top Fuel final round at the Lucas Oil NHRA Winternationals, Justin Ashley picked up his second straight win at the storied event, powering past Austin Prock last Sunday at In-N-Out Burger Pomona Dragstrip. Matt Hagan (Funny Car) and Dallas Glenn (Pro Stock) also won the third of 21 races during the 2023 NHRA Camping World Drag Racing Series season.
Ashley went 3.713 seconds at 330.63 mph in his 11,000hp Phillips Connect Toyota dragster powered by National Debt Relief, leading from start-to-finish against Prock’s 3.762 at 327.43. It gives the Top Fuel points leader his second straight victory and ninth career win, as well as a clean sweep of the weekend in Pomona after winning the Mission #2Fast2Tasty NHRA Challenge last Saturday.
Prock reached his first final round of the year after he got past Leah Pruett, Steve Torrence and John Force Racing teammate and defending world champion, Brittany Force. Those two will match up in the next Mission #2Fast2Tasty NHRA Challenge in Chicago, while the other pairing will feature Ashley and Brown.
Hagan jumped back in the points lead with his second win in three races for Tony Stewart Racing, going 3.967 at 328.06 in his 11,000hp Haas Automation Dodge Charger SRT Hellcat to defeat defending world champ Ron Capps. Hagan posted a .032 reaction time in the final round, while Capps ran into trouble early in the run. In the next Mission #2Fast2Tasty NHRA Challenge, Capps will race Tasca in Chicago, while Hagan will take on Haddock.
In a final round matchup of two KB Titan Racing cars, Dallas Glenn drove to his fourth career win and first this season in his RAD Torque Systems Chevrolet Camaro, beating Matt Hartford in the final round with a 6.546 at 209.92. It bumps Glenn to first in points for the first time in his young career.
The NHRA Camping World Drag Racing Series returns to action on April 14–16 with the NHRA Four-Wide Nationals at The Strip at Las Vegas Motor Speedway.
Ford and RTR Reveal All-New Mustang Formula DRIFT Competition Vehicles; Vaughn Gittin Jr. Returning to Compete
Sharing DNA with the all-new, seventh-generation ’24 Ford Mustang, Ford, Vaughn Gittin Jr. and RTR Vehicles revealed the newest Formula DRIFT Spec 5-FD competition Mustangs. Two-time Formula DRIFT Champion, Gittin Jr., also announced his return to the sport after a year’s absence. Working in parallel with Ford, RTR has been developing three Mustang RTR Spec 5-FDs with entirely new exteriors based off the Mustang production car.
Additional competition enhancements include more than 1,300 hp and enhanced suspension development. These mark the most significant evolution of the Formula DRIFT Mustang in years, to be piloted by some of the greatest drift drivers from RTR Vehicles’ Drift Team, including Gittin Jr., Chelsea DeNofa, Adam LZ and newest team member, three-time champion James Deane.
Ford and RTR have also teamed up to create a segment-first electronic drift brake for the ’24 Mustang. The electronic drift brake collaborative effort between Ford and RTR can be seen on the camera car here, highlighting its all-new, segment-first, track-only electronic drift brake that unlocks the rear-wheel-drive drifting capability of Mustang with the visual appeal and functionality of a traditional, mechanical hand brake.
The drift brake is part of the Mustang Performance Electronic Parking Brake equipped in 2.3L EcoBoost and 5.0L V8 Mustangs with automatic or manual transmissions and the available Performance Pack. The drift brake emulates with advanced electronics the hydraulic drift brake found in RTR’s Formula DRIFT Mustang, with more than three times the braking force of a conventional mechanical parking brake system.
The all-new Ford Mustang with available electronic drift brake and Performance Electronic Parking Brake goes on sale this summer.
Gittin Jr. will compete in select events behind the wheel of his all-new Monster Energy Mustang RTR Spec 5-FD, sharing driving duties in 2023 with teammate Adam LZ.
2023 Formula DRIFT Events:
April 7–8, Long Beach, Calfornia — Chelsea DeNofa, Adam LZ and James Deane
May 11–13, Braselton, Georgia— Vaughn Gittin Jr., Chelsea DeNofa, and James Deane
May 26–27, Orlando, Florida — Chelsea DeNofa, Adam LZ and James Deane
June 22–24, Englishtown, New Jersey — Chelsea DeNofa, Adam LZ and James Deane
July 13–15, Madison, Illinois — Chelsea DeNofa, Adam LZ and James Deane
August 11–12, Monroe, Washington — Vaughn Gittin Jr., Chelsea DeNofa and James Deane
September 14–16, Grantsville, Utah — Vaughn Gittin Jr., Chelsea DeNofa and James Deane
October 13–14, Irwindale, California — Vaughn Gittin Jr., Chelsea DeNofa and James Deane
Hoonigan Creates Petition to Make April 3 a National Holiday in Honor of Ken Block
A petition created by Hoonigan and published to Change.org proposes April 3 (or 4/3) be made a national holiday named “43 Day” in honor of Ken Block. The number 43 references the number Block used on all his cars during racing events and stunt videos, including the Gymkhana series. From the petition:
“We believe that this would be a fitting tribute to an iconic figure in the world of action sports, and a way to celebrate his achievements and contributions to the sport. By designating April 3rd as “43 Day,” we can recognize and honor Ken Block’s legacy in a meaningful and lasting way.
Those interested in supporting the cause can visit Change.org and sign the petition themselves.
Dai Yoshihara’s TC America Debuts With Pit+Paddock, ARP and Eneos
Daijiro “Dai” Yoshihara’s first wheel-to-wheel racing effort in TC America has created a splash with Pit+Paddock, ARP and ENEOS as early supporters of his campaign. Yoshihara made his official race debut with the Florida-based Victor Gonzalez Racing Team (VGRT) at Sonoma Raceway last Saturday. Pit+Paddock, ARP, and ENEOS represent a significant trio of title sponsors for Yoshihara’s SRO campaign, while Turn 14 DistribuIon, PowerStop and MBRP bolster this inaugural effort as supporIng sponsors.
The pro athlete and motorsport star joins a cast of diversity with VGRT, who bring competitive Honda platforms to each of the three TC America classes: TCA, TC and TCX. Ruben Iglesias Jr. represents the team in TCA, 2019 TC America TCR Champion Michael Hurczyn in TC, and Yoshihara in TCX, the series’ topmost tier. Yoshihara’s Pit+Paddock, ARP and ENEOS-backed homologated Type R will battle against seven TCX entrants: two teams utilizing the same Type R platform and five who steer BMW M2 CS Cup cars.
Skip Barber Racing School to Serve as the Official Racing School of Andretti Autosport
Sebastian Wheldon
Andretti Autosport has announced a partnership with Skip Barber Racing School. The partnership builds upon decades of history between the two brands, with more than a dozen of Andretti’s INDYCAR drivers, past and present, and five members of the Andretti family having been trained in Skip Barber programs.
The newest member of the Andretti driving family to train with Skip Barber will be junior development driver Sebastian Wheldon. Wheldon, the son of late, two-time Indianapolis 500 Champion Dan Wheldon, makes his Skip Barber Formula Racing Series debut, April 3–5 at Road Atlanta, with support from Gainbridge. Graduating from the karting ranks, this will mark the first season of car racing for the eldest Wheldon brother as he follows in his father’s footsteps who enrolled in the Skip Barber Racing School Formula Car Lapping Day at WeatherTech Raceway Laguna Seca in 2000.
The 2023 Skip Barber Formula Racing Series will consist of eight weekends and 16 races that will offer drivers access to the most iconic tracks coast-to-coast. New this season, the Series will award $500,000 in scholarships with the overall Series champion being offered a scholarship valued at $100,000 to advance to the USF Juniors Series the following season.
Rocket Battery and United States Touring Car Championship to Partner for 2023 Season
Rocket Battery has announced a partnership with the United States Touring Car Championship (USTCC) for the 2023 racing season to be the official automotive battery of the series. The big beneficiary of the program will be the competitors who will receive free batteries if they finish on the podium as well as discounts on purchases.
Hemmings has entered the documentary film arena with the latest in its “The Motor Underground” YouTube limited series: 
“Before the Shifters, there was no hot rod culture as we know it today,” explained Hemmings Creative Director Dan Stoner, “And now, three decades later, the hot-rod revival that Gen-X kids created for themselves has turned into a global movement that’s given us American traditional tattoos, vintage denim, rockabilly music, mid-century tiki culture and, of course, post-war hot rods, all wrapped up in a complete cultural fever. And the Shifters were Patient Zero.”
“Every great story has a twist you never saw coming,” said Matt Boice, SVP Media at Hemmings. “It’s easy to turn on a camera and describe a car build, but it means nothing until that car becomes the literal and figurative vehicle for an adventure. This is one of those great stories. And the fact that the Shifters changed the world on Cokers turned our longstanding relationship with Coker Tire into a partnership on this project that we’re really proud of.”
“We made ‘The Motor Underground’ to dig deep under the surface of car culture and bring the characters, who really made it one of America’s most valuable exports, up to the surface,” Stoner continues. “And when we realized that the story of the Shifters was now 30 years old, we knew it was time to not only celebrate that, but introduce them to an entire generation that has no idea what they did for them.”
Ford Motor Company Fund is joining Ford dealers across four U.S. regions—Atlanta, Chicago, Dallas and Phoenix—to provide $1 million in scholarship funding to help students pursue careers as automotive technicians. The auto industry has long faced a shortage of technicians due to fewer students entering and graduating from post-secondary programs, according to TechForce Foundation. Despite annual demand for 258,000 new technicians, there are only 48,000 graduates from technician programs each year nationwide. The gap is likely to widen over the next decade without new graduates as there are projected growth rates of 14% in Arizona, 10% in Texas, 7% in Georgia and 3% in Illinois for this career field respectively.
“What a great way to start 2023! We still haven’t gotten over the shock of winning,” said Michael Galindo of Work Horse Manufacturing. “Our company plans to use the truck to give our company’s advertising a big boost. It will make a significant difference in day-to-day operations, and we can’t thank Meyer Distributing enough.”
Speedvision has announced that it is now available as a free ad-supported streaming TV (FAST) linear channel on Amazon Freevee in the United States. Freevee customers now can stream titles from Speedvision's lineup of blue-chip vehicle entertainment that is diverse, compelling and an established draw. The network brand that started the auto entertainment revolution, Speedvision returned in October 2022. As a recognized network brand that originated the automotive lifestyle genre in the ’90s, Speedvision delivers a combination of storytelling, iconic hosts and premier production values.
Hagerty Garage + Social has opened its third premium clubhouse and car storage facility in South Florida with its Miami location complementing existing locations in Palm Beach and Delray Beach. The Hagerty Garage + Social network has nine locations throughout North America.
Alfa Romeo has announced the official start of retail production for the all-new ’24 Tonale. Alfa Romeo’s first plug-in hybrid is built at the Giambattista Vico Stellantis plant in Pomigliano d'Arco, Naples, Italy—one of the company's most advanced production sites. The Tonale will begin arriving at dealers in June. The Tonale enters the premium compact CUV segment with standard all-wheel drive, more than 30 miles of electric range and a starting U.S. MSRP of $42,995. Customers can now build and price their Alfa Romeo Tonale through 
West Virginia Governor Jim Justice signed into law the SEMA-supported Motorsport Responsibility Act, which defines areas of responsibility and assumed risks for both participants and recreational and commercial motorsports facilities. This key legislation was spearheaded by State Automotive Enthusiast Caucus members, including Del. Paul Espinosa and Sen. Mark Maynard. Caucus Chairman Emeritus Del. Gary Howell also served as a cosponsor of the bill.
In a rematch of last year’s Top Fuel final round at the Lucas Oil NHRA Winternationals, Justin Ashley picked up his second straight win at the storied event, powering past Austin Prock last Sunday at In-N-Out Burger Pomona Dragstrip. Matt Hagan (Funny Car) and Dallas Glenn (Pro Stock) also won the third of 21 races during the 2023 NHRA Camping World Drag Racing Series season.
Sharing DNA with the all-new, seventh-generation ’24 Ford Mustang, Ford, Vaughn Gittin Jr. and RTR Vehicles revealed the newest Formula DRIFT Spec 5-FD competition Mustangs. Two-time Formula DRIFT Champion, Gittin Jr., also announced his return to the sport after a year’s absence. Working in parallel with Ford, RTR has been developing three Mustang RTR Spec 5-FDs with entirely new exteriors based off the Mustang production car.
Daijiro “Dai” Yoshihara’s first wheel-to-wheel racing effort in TC America has created a splash with Pit+Paddock, ARP and ENEOS as early supporters of his campaign. Yoshihara made his official race debut with the Florida-based Victor Gonzalez Racing Team (VGRT) at Sonoma Raceway last Saturday. Pit+Paddock, ARP, and ENEOS represent a significant trio of title sponsors for Yoshihara’s SRO campaign, while Turn 14 DistribuIon, PowerStop and MBRP bolster this inaugural effort as supporIng sponsors.