SEMA-member companies have posted several new listings for job opportunities (view all here) in the Classifieds page of SEMA.org.

By SEMA Editors

The 2018 SEMA Awards, presented to the most accessory-friendly vehicles, will be announced and presented Monday, October 29, during the SEMA Vehicle Reveal.

SEMA Show exhibitors have cast their votes and selected the finalists for the SEMA Award, an honor presented to automakers to recognize the most accessory-friendly vehicles in five categories, including car, truck, 4x4/SUV, sport compact and—for the first time ever—powersports vehicle. The awards will be announced and presented Monday, October 29, at the SEMA Vehicle Reveal, in Las Vegas.

The top three finalists in each category are:

• SEMA Car of the Year: Chevrolet Camaro, Dodge Challenger, Ford Mustang
• SEMA Truck of the Year: Chevrolet Silverado, Ford F-Series, RAM
• SEMA 4x4/SUV of the Year: Chevrolet Tahoe, Jeep Wrangler, Toyota 4Runner
• SEMA Sport Compact of the Year: Ford Focus, Toyota Corolla Hatch, Hyundai Veloster
• SEMA Powersports Vehicle of the Year: Polaris RZR Turbo S, ROXOR by Mahindra, ROXOR Off-Roader, SHERP

Through the SEMA Awards, SEMA exhibitors that make the products and accessories for today’s popular models identify the vehicle platforms they believe are best for accessorizing.

The program creates awareness for aftermarket products and is an example of the ongoing collaboration SEMA has with automakers and aftermarket manufacturers to bring quality products to market. SEMA also helps aftermarket manufacturers with product development through the SEMA Garage, measuring sessions and technology transfer.

For additional information about the SEMA Award program, visit www.sema.org/semaaward.

By SEMA Editors

The 2018 SEMA Awards, presented to the most accessory-friendly vehicles, will be announced and presented Monday, October 29, during the SEMA Vehicle Reveal.

SEMA Show exhibitors have cast their votes and selected the finalists for the SEMA Award, an honor presented to automakers to recognize the most accessory-friendly vehicles in five categories, including car, truck, 4x4/SUV, sport compact and—for the first time ever—powersports vehicle. The awards will be announced and presented Monday, October 29, at the SEMA Vehicle Reveal, in Las Vegas.

The top three finalists in each category are:

• SEMA Car of the Year: Chevrolet Camaro, Dodge Challenger, Ford Mustang
• SEMA Truck of the Year: Chevrolet Silverado, Ford F-Series, RAM
• SEMA 4x4/SUV of the Year: Chevrolet Tahoe, Jeep Wrangler, Toyota 4Runner
• SEMA Sport Compact of the Year: Ford Focus, Toyota Corolla Hatch, Hyundai Veloster
• SEMA Powersports Vehicle of the Year: Polaris RZR Turbo S, ROXOR by Mahindra, ROXOR Off-Roader, SHERP

Through the SEMA Awards, SEMA exhibitors that make the products and accessories for today’s popular models identify the vehicle platforms they believe are best for accessorizing.

The program creates awareness for aftermarket products and is an example of the ongoing collaboration SEMA has with automakers and aftermarket manufacturers to bring quality products to market. SEMA also helps aftermarket manufacturers with product development through the SEMA Garage, measuring sessions and technology transfer.

For additional information about the SEMA Award program, visit www.sema.org/semaaward.

By SEMA Editors

The 2018 SEMA Awards, presented to the most accessory-friendly vehicles, will be announced and presented Monday, October 29, during the SEMA Vehicle Reveal.

SEMA Show exhibitors have cast their votes and selected the finalists for the SEMA Award, an honor presented to automakers to recognize the most accessory-friendly vehicles in five categories, including car, truck, 4x4/SUV, sport compact and—for the first time ever—powersports vehicle. The awards will be announced and presented Monday, October 29, at the SEMA Vehicle Reveal, in Las Vegas.

The top three finalists in each category are:

• SEMA Car of the Year: Chevrolet Camaro, Dodge Challenger, Ford Mustang
• SEMA Truck of the Year: Chevrolet Silverado, Ford F-Series, RAM
• SEMA 4x4/SUV of the Year: Chevrolet Tahoe, Jeep Wrangler, Toyota 4Runner
• SEMA Sport Compact of the Year: Ford Focus, Toyota Corolla Hatch, Hyundai Veloster
• SEMA Powersports Vehicle of the Year: Polaris RZR Turbo S, ROXOR by Mahindra, ROXOR Off-Roader, SHERP

Through the SEMA Awards, SEMA exhibitors that make the products and accessories for today’s popular models identify the vehicle platforms they believe are best for accessorizing.

The program creates awareness for aftermarket products and is an example of the ongoing collaboration SEMA has with automakers and aftermarket manufacturers to bring quality products to market. SEMA also helps aftermarket manufacturers with product development through the SEMA Garage, measuring sessions and technology transfer.

For additional information about the SEMA Award program, visit www.sema.org/semaaward.

By Zane Clark

SEMA Education will host a seminar to review the status of tariffs on steel/aluminum, Chinese products and imported auto parts, along with renegotiation of the North American Free Trade Accord (NAFTA).

The Trump Administration has imposed and threatened to impose significant tariffs to address intellectual property theft and perceived global trade imbalances. The U.S. tariffs, along with retaliatory actions being taken by other countries, are causing significant turmoil within the auto industry, as companies seek to grapple with unexpected price hikes and supply-chain disruptions. This seminar will review the status of tariffs on steel/aluminum, Chinese products and imported auto parts, along with renegotiation of the North American Free Trade Accord (NAFTA). The speakers will provide an analysis of current international trade negotiations and efforts to combat the tariffs.

When: Wednesday, October 31, 2:00 p.m.–3:00 p.m.
Where: Las Vegas Convention Center, Upper North Hall, Room N256

Register now for this important seminar!

Sign up. Show up. Preview all sessions and register.

Contact SEMA’s Senior Director of Education Zane Clark for additional information.

Other Recommended Seminars:

• SEMA Suggested: 3 Seminars That Address Social Media Strategy.
• SEMA Suggested: 3 Seminars to Build a Better Business.
• SEMA Suggested: 3 Seminars to Help You Hire and Retain the Right People.

By Zane Clark

SEMA Education will host a seminar to review the status of tariffs on steel/aluminum, Chinese products and imported auto parts, along with renegotiation of the North American Free Trade Accord (NAFTA).

The Trump Administration has imposed and threatened to impose significant tariffs to address intellectual property theft and perceived global trade imbalances. The U.S. tariffs, along with retaliatory actions being taken by other countries, are causing significant turmoil within the auto industry, as companies seek to grapple with unexpected price hikes and supply-chain disruptions. This seminar will review the status of tariffs on steel/aluminum, Chinese products and imported auto parts, along with renegotiation of the North American Free Trade Accord (NAFTA). The speakers will provide an analysis of current international trade negotiations and efforts to combat the tariffs.

When: Wednesday, October 31, 2:00 p.m.–3:00 p.m.
Where: Las Vegas Convention Center, Upper North Hall, Room N256

Register now for this important seminar!

Sign up. Show up. Preview all sessions and register.

Contact SEMA’s Senior Director of Education Zane Clark for additional information.

Other Recommended Seminars:

• SEMA Suggested: 3 Seminars That Address Social Media Strategy.
• SEMA Suggested: 3 Seminars to Build a Better Business.
• SEMA Suggested: 3 Seminars to Help You Hire and Retain the Right People.

By Zane Clark

SEMA Education will host a seminar to review the status of tariffs on steel/aluminum, Chinese products and imported auto parts, along with renegotiation of the North American Free Trade Accord (NAFTA).

The Trump Administration has imposed and threatened to impose significant tariffs to address intellectual property theft and perceived global trade imbalances. The U.S. tariffs, along with retaliatory actions being taken by other countries, are causing significant turmoil within the auto industry, as companies seek to grapple with unexpected price hikes and supply-chain disruptions. This seminar will review the status of tariffs on steel/aluminum, Chinese products and imported auto parts, along with renegotiation of the North American Free Trade Accord (NAFTA). The speakers will provide an analysis of current international trade negotiations and efforts to combat the tariffs.

When: Wednesday, October 31, 2:00 p.m.–3:00 p.m.
Where: Las Vegas Convention Center, Upper North Hall, Room N256

Register now for this important seminar!

Sign up. Show up. Preview all sessions and register.

Contact SEMA’s Senior Director of Education Zane Clark for additional information.

Other Recommended Seminars:

• SEMA Suggested: 3 Seminars That Address Social Media Strategy.
• SEMA Suggested: 3 Seminars to Build a Better Business.
• SEMA Suggested: 3 Seminars to Help You Hire and Retain the Right People.

SEMA News—October 2018

Trade-Show Tips for Successful Buyer Attendees

Chris Kersting

Based on years of casual input, surveys and observation, the SEMA Show team has gathered a very useful collection of the tips and tricks used by seasoned buyer attendees to make the most of the SEMA Show. “Expert buyers” come to the Show knowing what they are looking for, cover new ground efficiently, and take advantage of every available resource.

For starters, the expert buyer arrives at the Show with a plan. One of the best ways to do that is via the interactive floorplan on www.SEMAShow.com/floorplan, which makes it possible to scout booth locations and, with just a few clicks, build a personalized Show plan. The tool allows attendees to find exhibitors they are interested in meeting with, sort by location, and add personal appointments to make the most of their time. It’s the quickest, smartest way to set up a SEMA Show schedule.

Experienced buyers also know that the New Products Showcase is their most important stop—and the single biggest time-saver. The New Products Showcase has thousands of products on display, all barcoded and sorted by category, and there are free digital scanners available to compile data about each one with just a click. And because the Showcase opens an hour ahead of the Show and stays open for an hour after Show close, there is no need to sacrifice floor time to comb the Showcase for the newest products.

Having a plan is essential, but a good plan leaves some free time to browse—especially among first-time exhibitors. Every year, hundreds of new companies come to the SEMA Show with fresh and often innovative ideas and products. For buyers, every first-time exhibitor represents a possible new partnership that could supply growth in the coming year. Those newest exhibitors are clustered in the Westgate, Racing Annex, Upper South Hall and Performance Pavilion.

Because the SEMA Show is loaded with opportunities to hone professional skills and acquire expert business guidance, the smart buyer makes time for Education Days offerings at the Show. There are numerous educational sessions about online marketing, vehicle technology, marketing strategies and business management, just to name a few. Sessions extend all week, from Monday through Friday.

The expert buyer is also a master of logistics. For example, he knows that the Blue Lot can be a less crowded location to grab a taxi or an Uber, and that there are food trucks in the same area. Another shrewd move is to sign up for the Member Buyer Rewards (MBR) benefits program, which allows buyers a special taxi line during the busy afternoon hours, among other perks.

Lastly, a tip on a growing trend: Our post-Show surveys indicate that more exhibitors are employing special Show-only discounts and favorable terms for orders placed during the Show. By placing an order at the Show, the expert buyer can take advantage of a vast, global marketplace and return home one step ahead in finalizing his 2019 product lineup—and with a discount to boot.

Buyers attending the SEMA Show expend a good deal of time, energy and money to be in Las Vegas. With a bit of preplanning, and savvy use of Show resources, you can get an inside track and pull tremendous value from the Show. Invest in yourself. Take a moment to make your Show plan now by visiting www.SEMAShow.com/floorplan (click on “My Show Planner”) and start looking forward to having your best SEMA Show ever!

SEMA News—October 2018

Trade-Show Tips for Successful Buyer Attendees

Chris Kersting

Based on years of casual input, surveys and observation, the SEMA Show team has gathered a very useful collection of the tips and tricks used by seasoned buyer attendees to make the most of the SEMA Show. “Expert buyers” come to the Show knowing what they are looking for, cover new ground efficiently, and take advantage of every available resource.

For starters, the expert buyer arrives at the Show with a plan. One of the best ways to do that is via the interactive floorplan on www.SEMAShow.com/floorplan, which makes it possible to scout booth locations and, with just a few clicks, build a personalized Show plan. The tool allows attendees to find exhibitors they are interested in meeting with, sort by location, and add personal appointments to make the most of their time. It’s the quickest, smartest way to set up a SEMA Show schedule.

Experienced buyers also know that the New Products Showcase is their most important stop—and the single biggest time-saver. The New Products Showcase has thousands of products on display, all barcoded and sorted by category, and there are free digital scanners available to compile data about each one with just a click. And because the Showcase opens an hour ahead of the Show and stays open for an hour after Show close, there is no need to sacrifice floor time to comb the Showcase for the newest products.

Having a plan is essential, but a good plan leaves some free time to browse—especially among first-time exhibitors. Every year, hundreds of new companies come to the SEMA Show with fresh and often innovative ideas and products. For buyers, every first-time exhibitor represents a possible new partnership that could supply growth in the coming year. Those newest exhibitors are clustered in the Westgate, Racing Annex, Upper South Hall and Performance Pavilion.

Because the SEMA Show is loaded with opportunities to hone professional skills and acquire expert business guidance, the smart buyer makes time for Education Days offerings at the Show. There are numerous educational sessions about online marketing, vehicle technology, marketing strategies and business management, just to name a few. Sessions extend all week, from Monday through Friday.

The expert buyer is also a master of logistics. For example, he knows that the Blue Lot can be a less crowded location to grab a taxi or an Uber, and that there are food trucks in the same area. Another shrewd move is to sign up for the Member Buyer Rewards (MBR) benefits program, which allows buyers a special taxi line during the busy afternoon hours, among other perks.

Lastly, a tip on a growing trend: Our post-Show surveys indicate that more exhibitors are employing special Show-only discounts and favorable terms for orders placed during the Show. By placing an order at the Show, the expert buyer can take advantage of a vast, global marketplace and return home one step ahead in finalizing his 2019 product lineup—and with a discount to boot.

Buyers attending the SEMA Show expend a good deal of time, energy and money to be in Las Vegas. With a bit of preplanning, and savvy use of Show resources, you can get an inside track and pull tremendous value from the Show. Invest in yourself. Take a moment to make your Show plan now by visiting www.SEMAShow.com/floorplan (click on “My Show Planner”) and start looking forward to having your best SEMA Show ever!

The Basics of Driver Vision Augmentation Technologies

The driver vision augmentation category encompasses adaptive and dynamic headlights, night-vision technologies and head-up displays. The latter currently hold the most aftermarket potential.

SEMA research indicates that the U.S. aftermarket for advanced driver assistance systems (ADAS) and connected vehicle technologies (CVT), though still in its infancy, can be expected to grow into a $1.5 billion industry within the next five years. With so much at stake in these rapidly emerging technologies, SEMA has made identifying ADAS/CVT opportunities for association members a key priority.

In this seventh installment of our eight-part SEMA News series highlighting key “SEMA Advanced Vehicle Technology Report” findings, we take a look at driver vision augmentation (DVA) technologies, along with the aftermarket trends surrounding them. An interview with SEMA Vice President of Technology John Waraniak further explaining these technologies and their implications for the aftermarket can be found on p. 322. Readers are also encouraged to download the full report at www.sema.org/avt-opportunities.

Thanks to their relative simplicity, the OEM adoption rate for HUDs has soared compared to more complex adaptive lighting and night-vision systems.

In the aftermarket HUD niche, a small percentage of market leaders account for roughly half the market share, but SEMA expects secondary suppliers to capture more market share in coming years.

Of all DVA systems, HUD units show the most aftermarket growth potential, with sales projected to possibly double by 2021.

Product Segmentation

DVA systems provide enhanced views of the road ahead to help reduce collision risks. The systems fall into four basic categories. Going from lowest to highest level of functionality, they include:

• Adaptive headlights, which use sensors to detect vehicle speed, steering-wheel position and yaw rate to angle headlights optimally for driver vision. The result is not only improved vision for the equipped vehicle’s driver but for oncoming vehicles as well.
• Dynamic responsive headlights, which utilize the same hardware as adaptive headlights but go further by adjusting headlight brightness for varying conditions. The systems can engage high beams in low-visibility situations and/or dim them for oncoming traffic.
• Night-vision displays (NVD), which use thermographic cameras to “see” objects in a vehicle’s path. Active NVD systems use an infrared light source to help illumine the road ahead for the cameras. By contrast, passive systems capture thermal radiation from objects ahead. NVD systems are especially useful during fog, rainfall and heavy snowfall. NVD systems can also display their information in three different manners. Instrument-cluster displays incorporate dash-mounted LCD screens. An existing navigation screen can also be called into service. The third option is a head-up display (described next).
• Head-up displays (HUD), which project critical instrumentation onto dashboard-mounted screens or glass combiners on the windshields themselves, helping drivers keep their eyes on the road. Typically, the instrumentation includes speedometer, tachometer and navigation readouts. As noted above, HUDs can be used to display night-vision data, but not all HUDs are so equipped. Current systems mostly monitor vehicle functions, but HUDs can integrate with other connected-vehicle applications with additional components. Those could include monitoring vehicles and driving conditions, identifying pedestrians stepping into traffic lanes and so forth.

OEM Market Adoption

Outside of HUD, the rate of DVA adoption among OEMs is low, due mainly to the relatively small population of target end users and high price points. Presently, automotive night-vision systems are offered only as optional add-ons in premium brands such as Audi, Mercedes-Benz or BMW. Moreover, it was those three German OEMs that first introduced adaptive lighting, with Ford recently developing a similar system, all for high-end models and trims.

Meanwhile, HUD systems originated in the early ’90s but were limited to projecting vehicle speed onto windshields. Now OEM HUDs are growing in popularity, thanks to highly evolved visual effects and functionality, and they are featured on approximately 5%–10% of all vehicles produced in 2016. (See charts: System Adoption Rate by Vehicle Year; Total Systems in Vehicle Population.)

Market Drivers and Barriers

SEMA research suggests strong aftermarket potential for DVA systems, but their quality and functionality will have to improve to truly gain market traction. Liability remains a further concern, since aftermarket manufacturers would be held responsible for safety defects resulting from system mishaps.

There are currently an estimated 5.2 million HUD-equipped vehicles on the roads, which again demonstrates the category’s strong aftermarket potential.

Consumers have welcomed aftermarket HUDs, but those products still have their limitations, including system lags, temperature difficulties relating to dashboard placement, and poor alignment with driver fields of vision. Adaptive headlights face challenges such as loss of sensor function due to debris and dirt. They also rely on highly complex (and sometimes inconsistent) technology inputs, and their benefits are often confined to suburban or rural areas with more winding roads. Integrating adaptive/dynamic headlights with wheel speed and yaw-rate sensors are further barriers discouraging aftermarket adoption. Meanwhile, NVD applications have met with low aftermarket success to date.

However, there are several compelling factors that can drive aftermarket demand for these systems. Consumers can readily appreciate improved vision at night or in inclement weather, especially on hilly or twisting roads with poor lines of sight. And HUDs, in particular, boast a variety of price points, increasing their appeal for a wide range of consumers.

The HUD category is further projected to become a $200-million-plus market by 2021.

Aftermarket Presence

Thanks to their relatively lower cost and complexity, HUD products are the only DVA systems to thus far meet with success in the aftermarket. In fact, HUD applications have become increasingly popular offerings from such manufacturers as Brandmotion, Garmin, Mpow and Navdy, with systems ranging from $30–$400. Indeed, Continental is among the largest producers of HUD displays and recently started production in its Guadalajara plant.

Across the board, aftermarket HUDs often feature screens 3 to 5 in. wide and detached from windshields in ways that do not require shifts in driver concentration from the road. By comparison, other automotive night-vision systems often require drivers to take their eyes off the road and have seen limited aftermarket acceptance.

Brandmotion, Garmin and Navdy were believed to account for approximately 50% of the supplier landscape as recently as 2017. Representing more traditional GPS participants, they entered the space through the integration of GPS and HUD systems. (We should note that Navdy announced it was liquidating assets at the start of 2018, however, signaling a possible company sale, reorganization or shutdown.) By contrast, secondary aftermarket participants have been more ADAS-focused and include such manufacturers as Boyo and Sonic Electronix, which plan to eventually integrate HUDs with other ADAS features beyond GPS and navigation. (See chart: HUD Aftermarket Market Share Estimates.)

Stay Informed!

The tremendous potential ahead for the specialty-equipment industry is detailed in the “SEMA Advanced Vehicle Technology Opportunities Report.” To download your copy, go to www.sema.org/avt-opportunities. For additional information about ADAS technologies and how they may impact your business, visit the SEMA Garage Vehicle Technology webpage at www.semagarage.com/services/VehicleADAS.

HUD Aftermarket Penetration

Over the past few years, HUD systems have sustained a strong compound annual growth rate of about 12% due to increased consumer interest amid historically low OEM adoption rates. What’s more, aftermarket HUDs are often easy to install across multiple vehicle makes and models, further making them attractive to end users.

SEMA predicts that demand for aftermarket solutions will continue to grow, albeit at slower rates by 2020 as HUDs become standard OEM features for all vehicle types. The HUD aftermarket will not disappear beyond 2020, however. Instead, the aftermarket can expect ongoing consumer demand for upgrades to their non- or under-equipped vehicles as HUD functionality increasingly integrates with other ADAS technologies. (See charts: Potential Aftermarket HUD Systems Sales in Annual Units and Millions of USD.)