SEMA News—October 2015

SEMA DATA CO-OP

By Jon Wyly

Budget Time Approaching? Plan Your Data Management Strategy Now!

	Jon Wyly

As 2015 rapidly comes to a close, most of us are busy preparing for the SEMA Show and getting next year’s budgets in order. If you are not yet working with the SEMA Data Co-op (SDC) to take total management control and ownership of your product data, now is a perfect time to plan for engagement in 2016, just in time for the spring selling season. And remember, the SDC doesn’t charge any initial onboarding or setup fees. In fact, you don’t pay anything until your data is ready to distribute, so you can start the process today and not affect your calendar 2015 budget.

As this issue goes to press, the SEMA Data Co-op is celebrating an exciting new status as the largest and most comprehensive product data repository in the automotive specialty parts market. Launched in March of 2012 as a key SEMA initiative to serve the association’s members, the SDC spent the first year designing, building and implementing the industry’s most comprehensive online tool set for do-it-yourself (with a lot of help) data management. Now, after just under three years in business, the SDC is instrumental in helping more than 300 member companies representing more than 400 product brands manage and distribute their product data to more than 700 resellers across the industry. And we’re just getting started!

To date, the SEMA Data Co-op houses well over 4 million part numbers, more than 40 million vehicle application records and more than 2 million unique product images. Participating manufacturers (suppliers) are working with the SDC team every day to improve the quality and completeness of their data under the Bronze/Silver/Gold/Platinum score-carding program, which was launched just under a year ago. Be sure to check out their progress in the “SDC Data Directory” on p. 141 of this issue.

As you can see, there are many reasons to get involved with the SDC now in preparation for the new year, but we understand that you might have some questions or concerns before getting started. Here are a few of the most common questions the SDC receives:

Question: How much staff time will we have to invest to onboard and manage our data?

SDC: The time required varies, depending on how much initial data you have to send over to us and how many changes/additions you typically make. On average, expect to devote about half of someone’s time to the initial process for a few weeks, and a few hours a month for ongoing maintenance.

Question: Does the SDC offer do-it-for-me (DIFM) services if I don’t have the time to participate in the onboarding process?

SDC: Yes, the SDC can provide a very reasonable quote for DIFM onboarding, which would significantly limit the amount of work necessary by your staff to get your data into the system. After the onboarding is complete, we will train your staff to do the ongoing data maintenance.

Question: Are there any limits to how much data I can store and deliver in the SDC system?

SDC: No, we can accommodate any amount of data, including all available images, videos, sound bytes, instruction sheets and more. We encourage all participating suppliers to build out their data to our Platinum standard of quality to get the most sales value in the marketplace.

To learn more about how you can take control of your product data and manage it at the lowest possible cost, contact SEMA Data Co-op Director of Membership Jim Graven at jimg@SEMAdatacoop.org or 888-958-6698 x4.

SEMA News—October 2015

HERITAGE

By Drew Hardin
Photo Courtesy Petersen Archive

The Senter of it All

There are names synonymous with automotive performance: Iskenderian, Edelbrock, Hilborn, Weiand. Those who know Louis Senter and understand his achievements in performance and the automotive aftermarket rank him right up there with those other pioneers. Yet his isn’t the same kind of household name in this industry. That’s because when Louis and his brother Sol took on Jack Andrews as a partner in their new Los Angeles speed shop in the mid ’40s, they named it Ansen Engineering, a combination of the principles’ last names.

When people connect Louis with Ansen, the recognition is immediate. The Ansen name is probably most closely linked to the Sprint slotted aluminum wheel Louis developed in 1963, but his company also manufactured pistons, rods, cranks and other engine parts; the first floor-shift conversion kit (called the Posi-shift); and a bellhousing that became a compulsory piece of safety equipment in the NHRA. It’s that scattershield, hooked to a small-block Chevy engine, that Louis is displaying in this photo taken in April 1959 by Petersen Publishing Company’s Eric Rickman.

Yet even those accomplishments only scratch the surface of Louis’ performance legacy. He wasn’t just an engineer and fabricator; he was a racer, too, running on the dry lakes, at
Bonneville, and in midgets and sprint cars. He was among the first to sell speed parts via mail order, printing his first catalog in 1945. He has been involved with the Indianapolis 500 for decades and operated dragstrips in Santa Ana and Saugus. He worked with George Barris building TV and show cars.

In 1963, Louis was among the aftermarket manufacturers who formed what was then called the Speed Equipment Manufacturer’s Association—now SEMA, the Specialty Equipment Market Association. He was inducted into the SEMA Hall of Fame in 1978, with several other men whose names still mean performance to this day: George Hurst, Ed Iskenderian, Boots Mallory and Harry Weber. Louis’ name does, too. You just have to know where to look.

SEMA News—October 2015

HERITAGE

By Drew Hardin
Photo Courtesy Petersen Archive

The Senter of it All

There are names synonymous with automotive performance: Iskenderian, Edelbrock, Hilborn, Weiand. Those who know Louis Senter and understand his achievements in performance and the automotive aftermarket rank him right up there with those other pioneers. Yet his isn’t the same kind of household name in this industry. That’s because when Louis and his brother Sol took on Jack Andrews as a partner in their new Los Angeles speed shop in the mid ’40s, they named it Ansen Engineering, a combination of the principles’ last names.

When people connect Louis with Ansen, the recognition is immediate. The Ansen name is probably most closely linked to the Sprint slotted aluminum wheel Louis developed in 1963, but his company also manufactured pistons, rods, cranks and other engine parts; the first floor-shift conversion kit (called the Posi-shift); and a bellhousing that became a compulsory piece of safety equipment in the NHRA. It’s that scattershield, hooked to a small-block Chevy engine, that Louis is displaying in this photo taken in April 1959 by Petersen Publishing Company’s Eric Rickman.

Yet even those accomplishments only scratch the surface of Louis’ performance legacy. He wasn’t just an engineer and fabricator; he was a racer, too, running on the dry lakes, at
Bonneville, and in midgets and sprint cars. He was among the first to sell speed parts via mail order, printing his first catalog in 1945. He has been involved with the Indianapolis 500 for decades and operated dragstrips in Santa Ana and Saugus. He worked with George Barris building TV and show cars.

In 1963, Louis was among the aftermarket manufacturers who formed what was then called the Speed Equipment Manufacturer’s Association—now SEMA, the Specialty Equipment Market Association. He was inducted into the SEMA Hall of Fame in 1978, with several other men whose names still mean performance to this day: George Hurst, Ed Iskenderian, Boots Mallory and Harry Weber. Louis’ name does, too. You just have to know where to look.

SEMA News—October 2015

HERITAGE

By Drew Hardin
Photo Courtesy Petersen Archive

The Senter of it All

There are names synonymous with automotive performance: Iskenderian, Edelbrock, Hilborn, Weiand. Those who know Louis Senter and understand his achievements in performance and the automotive aftermarket rank him right up there with those other pioneers. Yet his isn’t the same kind of household name in this industry. That’s because when Louis and his brother Sol took on Jack Andrews as a partner in their new Los Angeles speed shop in the mid ’40s, they named it Ansen Engineering, a combination of the principles’ last names.

When people connect Louis with Ansen, the recognition is immediate. The Ansen name is probably most closely linked to the Sprint slotted aluminum wheel Louis developed in 1963, but his company also manufactured pistons, rods, cranks and other engine parts; the first floor-shift conversion kit (called the Posi-shift); and a bellhousing that became a compulsory piece of safety equipment in the NHRA. It’s that scattershield, hooked to a small-block Chevy engine, that Louis is displaying in this photo taken in April 1959 by Petersen Publishing Company’s Eric Rickman.

Yet even those accomplishments only scratch the surface of Louis’ performance legacy. He wasn’t just an engineer and fabricator; he was a racer, too, running on the dry lakes, at
Bonneville, and in midgets and sprint cars. He was among the first to sell speed parts via mail order, printing his first catalog in 1945. He has been involved with the Indianapolis 500 for decades and operated dragstrips in Santa Ana and Saugus. He worked with George Barris building TV and show cars.

In 1963, Louis was among the aftermarket manufacturers who formed what was then called the Speed Equipment Manufacturer’s Association—now SEMA, the Specialty Equipment Market Association. He was inducted into the SEMA Hall of Fame in 1978, with several other men whose names still mean performance to this day: George Hurst, Ed Iskenderian, Boots Mallory and Harry Weber. Louis’ name does, too. You just have to know where to look.

SEMA News—October 2015

HERITAGE

By Drew Hardin
Photo Courtesy Petersen Archive

The Senter of it All

There are names synonymous with automotive performance: Iskenderian, Edelbrock, Hilborn, Weiand. Those who know Louis Senter and understand his achievements in performance and the automotive aftermarket rank him right up there with those other pioneers. Yet his isn’t the same kind of household name in this industry. That’s because when Louis and his brother Sol took on Jack Andrews as a partner in their new Los Angeles speed shop in the mid ’40s, they named it Ansen Engineering, a combination of the principles’ last names.

When people connect Louis with Ansen, the recognition is immediate. The Ansen name is probably most closely linked to the Sprint slotted aluminum wheel Louis developed in 1963, but his company also manufactured pistons, rods, cranks and other engine parts; the first floor-shift conversion kit (called the Posi-shift); and a bellhousing that became a compulsory piece of safety equipment in the NHRA. It’s that scattershield, hooked to a small-block Chevy engine, that Louis is displaying in this photo taken in April 1959 by Petersen Publishing Company’s Eric Rickman.

Yet even those accomplishments only scratch the surface of Louis’ performance legacy. He wasn’t just an engineer and fabricator; he was a racer, too, running on the dry lakes, at
Bonneville, and in midgets and sprint cars. He was among the first to sell speed parts via mail order, printing his first catalog in 1945. He has been involved with the Indianapolis 500 for decades and operated dragstrips in Santa Ana and Saugus. He worked with George Barris building TV and show cars.

In 1963, Louis was among the aftermarket manufacturers who formed what was then called the Speed Equipment Manufacturer’s Association—now SEMA, the Specialty Equipment Market Association. He was inducted into the SEMA Hall of Fame in 1978, with several other men whose names still mean performance to this day: George Hurst, Ed Iskenderian, Boots Mallory and Harry Weber. Louis’ name does, too. You just have to know where to look.

SEMA News—October 2015

HERITAGE

By Drew Hardin
Photo Courtesy Petersen Archive

The Senter of it All

There are names synonymous with automotive performance: Iskenderian, Edelbrock, Hilborn, Weiand. Those who know Louis Senter and understand his achievements in performance and the automotive aftermarket rank him right up there with those other pioneers. Yet his isn’t the same kind of household name in this industry. That’s because when Louis and his brother Sol took on Jack Andrews as a partner in their new Los Angeles speed shop in the mid ’40s, they named it Ansen Engineering, a combination of the principles’ last names.

When people connect Louis with Ansen, the recognition is immediate. The Ansen name is probably most closely linked to the Sprint slotted aluminum wheel Louis developed in 1963, but his company also manufactured pistons, rods, cranks and other engine parts; the first floor-shift conversion kit (called the Posi-shift); and a bellhousing that became a compulsory piece of safety equipment in the NHRA. It’s that scattershield, hooked to a small-block Chevy engine, that Louis is displaying in this photo taken in April 1959 by Petersen Publishing Company’s Eric Rickman.

Yet even those accomplishments only scratch the surface of Louis’ performance legacy. He wasn’t just an engineer and fabricator; he was a racer, too, running on the dry lakes, at
Bonneville, and in midgets and sprint cars. He was among the first to sell speed parts via mail order, printing his first catalog in 1945. He has been involved with the Indianapolis 500 for decades and operated dragstrips in Santa Ana and Saugus. He worked with George Barris building TV and show cars.

In 1963, Louis was among the aftermarket manufacturers who formed what was then called the Speed Equipment Manufacturer’s Association—now SEMA, the Specialty Equipment Market Association. He was inducted into the SEMA Hall of Fame in 1978, with several other men whose names still mean performance to this day: George Hurst, Ed Iskenderian, Boots Mallory and Harry Weber. Louis’ name does, too. You just have to know where to look.

SEMA News—October 2015

HERITAGE

By Drew Hardin
Photo Courtesy Petersen Archive

The Senter of it All

There are names synonymous with automotive performance: Iskenderian, Edelbrock, Hilborn, Weiand. Those who know Louis Senter and understand his achievements in performance and the automotive aftermarket rank him right up there with those other pioneers. Yet his isn’t the same kind of household name in this industry. That’s because when Louis and his brother Sol took on Jack Andrews as a partner in their new Los Angeles speed shop in the mid ’40s, they named it Ansen Engineering, a combination of the principles’ last names.

When people connect Louis with Ansen, the recognition is immediate. The Ansen name is probably most closely linked to the Sprint slotted aluminum wheel Louis developed in 1963, but his company also manufactured pistons, rods, cranks and other engine parts; the first floor-shift conversion kit (called the Posi-shift); and a bellhousing that became a compulsory piece of safety equipment in the NHRA. It’s that scattershield, hooked to a small-block Chevy engine, that Louis is displaying in this photo taken in April 1959 by Petersen Publishing Company’s Eric Rickman.

Yet even those accomplishments only scratch the surface of Louis’ performance legacy. He wasn’t just an engineer and fabricator; he was a racer, too, running on the dry lakes, at
Bonneville, and in midgets and sprint cars. He was among the first to sell speed parts via mail order, printing his first catalog in 1945. He has been involved with the Indianapolis 500 for decades and operated dragstrips in Santa Ana and Saugus. He worked with George Barris building TV and show cars.

In 1963, Louis was among the aftermarket manufacturers who formed what was then called the Speed Equipment Manufacturer’s Association—now SEMA, the Specialty Equipment Market Association. He was inducted into the SEMA Hall of Fame in 1978, with several other men whose names still mean performance to this day: George Hurst, Ed Iskenderian, Boots Mallory and Harry Weber. Louis’ name does, too. You just have to know where to look.

SEMA News—October 2015

HERITAGE

By Drew Hardin
Photo Courtesy Petersen Archive

The Senter of it All

There are names synonymous with automotive performance: Iskenderian, Edelbrock, Hilborn, Weiand. Those who know Louis Senter and understand his achievements in performance and the automotive aftermarket rank him right up there with those other pioneers. Yet his isn’t the same kind of household name in this industry. That’s because when Louis and his brother Sol took on Jack Andrews as a partner in their new Los Angeles speed shop in the mid ’40s, they named it Ansen Engineering, a combination of the principles’ last names.

When people connect Louis with Ansen, the recognition is immediate. The Ansen name is probably most closely linked to the Sprint slotted aluminum wheel Louis developed in 1963, but his company also manufactured pistons, rods, cranks and other engine parts; the first floor-shift conversion kit (called the Posi-shift); and a bellhousing that became a compulsory piece of safety equipment in the NHRA. It’s that scattershield, hooked to a small-block Chevy engine, that Louis is displaying in this photo taken in April 1959 by Petersen Publishing Company’s Eric Rickman.

Yet even those accomplishments only scratch the surface of Louis’ performance legacy. He wasn’t just an engineer and fabricator; he was a racer, too, running on the dry lakes, at
Bonneville, and in midgets and sprint cars. He was among the first to sell speed parts via mail order, printing his first catalog in 1945. He has been involved with the Indianapolis 500 for decades and operated dragstrips in Santa Ana and Saugus. He worked with George Barris building TV and show cars.

In 1963, Louis was among the aftermarket manufacturers who formed what was then called the Speed Equipment Manufacturer’s Association—now SEMA, the Specialty Equipment Market Association. He was inducted into the SEMA Hall of Fame in 1978, with several other men whose names still mean performance to this day: George Hurst, Ed Iskenderian, Boots Mallory and Harry Weber. Louis’ name does, too. You just have to know where to look.

By Michael Hart

A SEMA Show education session will focus on how to both manage Millennials in the workplace and make them great customers.

Millennials represent the largest generation in the history of the United States. The oldest members of it are just now in their early 30s, meaning the automotive aftermarket industry will be dealing with them for some time to come as both customers and employees. That’s why Jamie Notter, author of When Millennials Take Over: Preparing for the Ridiculously Optimistic Future of Business, said, “Anybody who is involved in leadership or management needs to pay attention to this topic.”

Notter will speak at the 2015 SEMA Show in a conference session entitled “Changing the Conversation Around Millennials,” which will include a discussion among a panel of young people to give attendees actionable strategies for how to both manage them in the workplace and make them great customers.

Managers at all levels need to be ready as Millennials begin to move through the ranks, senior-level managers because of the need to change their company’s culture and mid-level managers because they have already begun to lead them as employees.

This is one of three important conference sessions dealing with the generation. While Notter will talk primarily about the Millennial generation’s impact in the workplace, Brad Smith of Experian and Bridget Brennan of Female Factor will lead sessions that focus on the impact of young people in the marketplace. Smith, Experian’s director of automotive market statistics, will demonstrate with data and some in-depth analysis how aftermarket companies can successfully target this demographic.

As Notter pointed out, “This generation grew up with unparalleled abundance,” and, as they begin lifetimes of making choices about their automobiles, will probably never settle for the most cost-efficient options, offering up many opportunities for companies interested in doing business with them.

Brennan will talk about this newest generation of women and give attendees some perspective on how they make their purchasing decisions. During her Keynote & Coffee presentation, she will explain some of the cultural forces that have shaped millennial women, and how you can apply that knowledge to your marketing and sales efforts.

By better understanding the Millennial driver and the Millennial employee, Notter said, aftermarket companies can make preparations now for all the changes ahead that will be dictated by this generation.

“This is not a group that comes just for a paycheck,” he said. “They want something deeper.”

Sign up now for the Millennial sessions and view a complete list of SEMA Show Education sessions available.

By Michael Hart

A SEMA Show education session will focus on how to both manage Millennials in the workplace and make them great customers.

Millennials represent the largest generation in the history of the United States. The oldest members of it are just now in their early 30s, meaning the automotive aftermarket industry will be dealing with them for some time to come as both customers and employees. That’s why Jamie Notter, author of When Millennials Take Over: Preparing for the Ridiculously Optimistic Future of Business, said, “Anybody who is involved in leadership or management needs to pay attention to this topic.”

Notter will speak at the 2015 SEMA Show in a conference session entitled “Changing the Conversation Around Millennials,” which will include a discussion among a panel of young people to give attendees actionable strategies for how to both manage them in the workplace and make them great customers.

Managers at all levels need to be ready as Millennials begin to move through the ranks, senior-level managers because of the need to change their company’s culture and mid-level managers because they have already begun to lead them as employees.

This is one of three important conference sessions dealing with the generation. While Notter will talk primarily about the Millennial generation’s impact in the workplace, Brad Smith of Experian and Bridget Brennan of Female Factor will lead sessions that focus on the impact of young people in the marketplace. Smith, Experian’s director of automotive market statistics, will demonstrate with data and some in-depth analysis how aftermarket companies can successfully target this demographic.

As Notter pointed out, “This generation grew up with unparalleled abundance,” and, as they begin lifetimes of making choices about their automobiles, will probably never settle for the most cost-efficient options, offering up many opportunities for companies interested in doing business with them.

Brennan will talk about this newest generation of women and give attendees some perspective on how they make their purchasing decisions. During her Keynote & Coffee presentation, she will explain some of the cultural forces that have shaped millennial women, and how you can apply that knowledge to your marketing and sales efforts.

By better understanding the Millennial driver and the Millennial employee, Notter said, aftermarket companies can make preparations now for all the changes ahead that will be dictated by this generation.

“This is not a group that comes just for a paycheck,” he said. “They want something deeper.”

Sign up now for the Millennial sessions and view a complete list of SEMA Show Education sessions available.