By Ashley Reyes

As vehicle manufacturers increase their production of electric vehicles (EVs), wheel and tire companies need to understand how it impacts their business. To provide members with the information they need to better understand EV wheel and tires in the aftermarket industry, the SEMA Wheel & Tire Council (WTC) will host two live webinars:   

Best Practices of Bringing Aftermarket EV Wheels & Tires to Market

March 9 at 12:00 p.m. (PST) 

Click here to secure your spot.  

During this live webinar, wheel and tire companies will learn best practices and essential information for bringing aftermarket EV wheels and tires to market. Hear from wheel and tire experts as they share what distributors and retailers expect of their vendors when it comes to offering emerging tech applications, and give you all the information you need to become an expert on the subject.  

EV Tires and Realistic Expectations for Your Customers  

March 16 at 12:00 p.m. (PST) 

Click here to secure your spot.  

There’s a lot to know about the difference between electric vehicle (EV) tires and tires made for traditional internal combustion engine (ICE) vehicles. During this webinar, four EV and tire experts will break down the design differences between ICE versus EV tires, the life wear of EV tires and what customers should expect when purchasing EV tires versus tires for ICE vehicles, including price ranges and more. Join us live to learn how EV tires are transforming electric mobility as we know it, and what to expect from EV tires now and into the future.  

Attendees will engage live with the panelists for both events and walk away with the tools they need to understand EV wheels and tires moving forward.

 By Douglas McColloch

As an automotive writer, photographer, videographer, racer and builder, few in the specialty-equipment industry can rival Larry Chen for versatility. Best known for his work with Hoonigan, he is also the official series photographer for the Formula Drift racing series and the Pikes Peak International Hill Climb. You can find his automotive vlog at Hoonigan, where he hosts a web series called "AutoFocus," or at YouTube, where his channel lists more than 440,000 subscribers. To recognize his contributions to the industry across a variety of media, he was named SEMA's first-ever Influencer of the Year at the 2022 SEMA Show Industry Awards Banquet.

Recently we spent some time with Chen to learn more about this uniquely talented individual.

SEMA News: What's your latest project? What's in your garage/driveway/studio, etc.?

Larry Chen: My latest project is my 2022 SEMA Show build. I built a GR86 for the Toyota booth. It’s a simple drift and street car. It pretty much has every single bolt-on that exists for that car, including an HKS Supercharger.

Over the years I’ve just been collecting cars that I love to drive. For off-road, I have a stick-shift supercharged FJ Cruiser, and a wide-body Toyota Tundra. I have a 350z that I built into a drift car so I could learn how to drift. I have an A90 Toyota Supra that I use as a camera chase vehicle. I have a 170 SR20DET-powered 240z as well as a ’90 Nissan Skyline GTR. I have a 996 turbo as well for a fun street car.

SN: What was your first job, and what did you learn from it?

LC: My first job was fixing computers and networks. I did house calls, and I went to businesses to work on their computers. I learned how hard it was to earn money as an entrepreneur.

SN: Besides your photographic work, you’re now a builder. How did that come about?

LC: This all came from a love for cars. I initially got into the hobby from tinkering on my car and driving at the local race tracks with friends. I got into taking photos because it was my way of being around car culture, even though I was not a mechanic or professional driver.

SN: Talk about your SEMA Show build. What kind of statement did you want to make, and how well do you think it came out?

LC: I think it came out great. To prove to everyone that it was a functional drift car, I actually took it to the track to burn some rubber three days before the Show. I was pretty careful, so I didn’t break anything. I just wanted to build something within my skill level. It’s not the craziest car as it only makes 300 hp, but it’s very special to me as my third SEMA build.

SN: What have you learned from your years in the industry that you didn’t know at the start of your career?

LC: I’ve learned so much over the years. I’ve been shooting cars for 17 years now. The most important thing is to maintain and build relationships with people in the industry. There are folks that I’ve been working with since I first picked up a camera, and it’s incredible to have those people you can rely on.

SN: Describe your first SEMA Show. What do you remember most about it?

LC: My first SEMA Show was in 2006. I remember I bummed a ride from a few friends and I actually slept on the floor of a hotel room the entire week. I was so blown away by the cars that were there at the Show. It was eye-opening to see as a car photographer and since then I have not missed a single Show.

SN: What’s your daily driver, and what do you like most about it?

LC: My daily driver is an LC200 Lexus Land Cruiser. I love it because it’s like driving a couch. It’s also very capable as a production vehicle and it’s great off-road. I actually took it on some nice trails in Moab.

SN: Say you’re shooting a cover for Hot Rod. How do you prepare, what kind of gear do you bring, and how much time does it take?

LC: It depends on what we are shooting and where, but generally speaking I have a pretty standard kit for car photography. I’ve only used Canon cameras, and that has certainly paid off for me as I am the only car photographer on their team of professional photographers, also known as “Explorers of Light.”

SN: For someone looking to break into the business, what advice would you give them?

LC: I would say to find an internship to learn as you go. There is a huge shortage of passionate people in the industry. It seems like so many people see what we do from the outside, but they don’t want to put in the hard work.

SN: When you’re not working, where will we find you, and what will you be doing?

LC: You will probably find me hanging out with my family. Or at the track driving my cars or tinkering with them in my shop.

 By SEMA Editors

Part of the SEMA Show planning process is securing a hotel that will fit your needs. Location, low price, amenities and ratings are all factors in determining the right place to stay for November.

To make the process quick and affordable, the SEMA Show Block website lists all the hotels available, the prices, distance from Show and more. Hotels booked in the Block are backed by a low-price guarantee. To ensure that your price remains the lowest, SEMA will price-match lower advertised rates, even after your reservations are set.

There are more than 30 properties to choose from in the Show Block. As an added benefit, SEMA provides shuttle service to and from the Show for hotels that are not within walking distance to the Las Vegas Convention Center.

The 2023 SEMA Show takes place October 31–November 3, at the Las Vegas Convention Center.

Exhibitors that would like to be part of the 2023 SEMA Show can get started at www.SEMAShow.com/buyabooth.

Registration for the Show is available www.SEMAShow.com/register.

By Ashley Reyes

The 2023 SEMA Scholarship application period for students preparing for careers in the automotive or performance parts industries closes March 1. Interested applicants can review and complete the scholarship application at www.sema.org/scholarships.

The SEMA Memorial Scholarship Fund offers financial assistance of up to $5,000 to foster future leaders and innovators in the automotive aftermarket industry. A loan forgiveness component is also available to employees that work for SEMA-member companies who have completed and are currently paying off a loan for a program of study at an accredited university, college or vocational/technical school within the United States.

“Education can be expensive, but that shouldn’t limit students from getting ahead in their careers,” said Pamela Brown-Matthis, SEMA director of education. “There are so many career options in the automotive aftermarket, and it’s a thriving industry to be in. We encourage students who have a passion for cars to apply for a SEMA scholarship so that we can help jump-start their careers.”   

The annual scholarship program is a cornerstone of SEMA’s efforts to support career development and access in the automotive industry. Scholarship winners will have the opportunity to attend the 2023 SEMA Show, providing unparalleled networking and education opportunities at the world’s largest trade show for the automotive aftermarket.  

Applicants must be U.S. citizens 18 years or older and demonstrate a passion for automotive hobbies and careers. Scholarships are available in a variety of categories, including but not limited to, accounting, sales, marketing and engineering. Eligible students and SEMA-member company employees can apply until March 1 at www.sema.org/scholarships.

SEMA Loan Forgiveness Program

Each year, SEMA helps employees of member businesses pay off student loans as part of the SEMA Loan Forgiveness program. The 2023 application period also closes March 1. 

The Loan Forgiveness Program provides funds to help selected current employees of SEMA-member businesses pay off education loans from a college, university or career technical/trade school. Unlike the SEMA Scholarship Program, which assists current students, the Loan Forgiveness Program focuses on recent graduates who are actively working for SEMA-member companies to help lessen the burden of education loans post-graduation.  

What are the eligibility requirements?

• Currently employed by a SEMA-member business.
• Demonstrate passion for the automotive hobby and career.
• Possess a degree or certificate from a college, university or career technical/trade school in the United States.
• Have a minimum of $2,000 in outstanding student loans.

What are the benefits of being selected?

Beyond the impact that the monetary awards provide, the SEMA Loan Forgiveness program is a passion-driven program aimed to help SEMA members further their careers in the automotive and performance parts industries. SEMA members and program recipients also have access to resources through SEMA Education and the SEMA Career Center, and in-person networking opportunities at the SEMA Show.

What is the application process?

Interested applicants can review and complete the scholarship application at www.sema.org/loan-forgiveness before the March 1 deadline. If you have children, friends or know someone who may qualify, we encourage you to share this opportunity with them.

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

Latest Jobs Added to SEMA Career Center

Sales Manager
Texas Speed & Performance

Texas Speed & Performance is hiring a sales manager to lead the sales (retail and wholesale) and customer service teams to drive rapid sales and margin growth and manage expenses for the company, while providing world-class service to customers. This growth will be achieved by providing customers with friendly and efficient service, driving continuous improvement with contact center SLAs, seeking new leads through social media/forums, execution of SPIF programs and driving AOV and margin initiatives. Candidates must strive to balance sales revenue and margin initiatives while consistently delivering a best-in-class customer experience.

Outside Sales Rep
Cognito Motorsports Inc.

Cognito Motorsports Inc. is hiring an outside sales rep responsible for new dealer acquisition, top-line sales production, relationship management and customer retention. The successful candidate will be an effective hunter and relationship builder capable of consistently adding new resellers to the company’s existing book of business. Candidates must have strong connections in the passenger truck and UTV upfitting dealer markets and at least 2–3 years of experience with executing on the full sales cycle for an established automotive aftermarket brand/distributor.

Assembly Tech
Aldan American

Aldan American is hiring an assembly tech to fulfill and assemble new orders provided from the lead and assistant fulfillment/shipping supervisors daily. Knowledge of part numbers, BOMS and products is key to this role. Being organized and having excellent communication with the supervisor and your team on quality, issues, parts needs and anything related to assembling and fulfilling new orders within 24-48 hours is required. Meeting daily order quotas given by the fulfillment/shipping supervisor is also required. Additional responsibilities include building finished goods, restocking shelves, taking inventory and identifying parts minimums daily. This role reports to the lead fulfillment/shipping supervisor.

By SEMA Editors

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

By Jason Catullo

At last year's Industry Awards Banquet, SEMA introduced SEMA Fest, an enthusiast-focused experience that connects automotive enthusiasts with the aftermarket industry for a celebration of car culture and automotive lifestyle. Combined with the SEMA Show and officially called SEMA Week, the goal of the expansion is to create the most exciting automotive event in the world.

2023 SEMA Show, Tuesday–Friday, October 31–November 3, Las Vegas Convention Center

During the planned five-year rollout period and beyond, SEMA will remain dedicated to producing the annual SEMA Show—the premier automotive trade show that puts the latest products from top companies in front of tens of thousands of qualified buyers representing every segment of the specialty-equipment industry. Companies that would like to exhibit at the 2023 SEMA Show can get started at SEMAShow.com/buyabooth.

Held at the Las Vegas Convention Center, the SEMA Show provides exhibitors with the aftermarket’s most valuable venue for creating more business, expanding brand awareness, introducing new products and engaging with automotive professionals.

Open to the automotive trade, the 2023 SEMA Show will take place Tuesday–Friday, October 31–November 3. For more information on the 2023 SEMA Show or to exhibit, visit www.SEMAShow.com.

SEMA Fest, Friday–Saturday, November 3–4, Las Vegas Festival Grounds

SEMA Fest is an enthusiast-focused event that is open to everyone, including automotive enthusiasts and professionals. The two-day celebration will be held at a separate venue—the Las Vegas Festival Grounds—Friday and Saturday, November 3–4.

The festival will feature music and entertainment, craft food, automotive celebrities, drifting competitions, freestyle motocross and the world’s most innovative and advanced custom vehicles.

To register for SEMA Fest or for more information, visit www.SEMAFest.com.

First-Ever Alaska Speed Week Set for June

Michelle Lackey Maynor, co-owner and president of Alaska Raceway Park in Palmer, Alaska, has announced that the first-ever Alaska Speed Week is happening June 11–16. Dubbed the “toughest and most scenic drag-and-drive event,” Alaska Speed Week will be supported by Sick the Mag, which hosts the Sick Week 2023 presented by Gear Vendors across Florida and Georgia. The announcement occurred on the final day of this year’s Sick Week at Orlando Speedworld in Orlando, Florida.

Alaska Raceway Park is an NHRA-sanctioned 1/4-mile dragstrip owned and operated by Earl and Karen Lackey and the aforementioned Lackey Maynor. In 2016, the facility also debuted a 1/3-mile asphalt oval track sanctioned by the NASCAR weekly racing. More details are expected to be announced at a later date. For more information, visit raceak.com.

Lucas Oil Enhances Long-Standing Relationship with Richard Childress Racing and ECR Engines

Lucas Oil, a long-time partner of both Richard Childress Racing and ECR Engines, will enhance its partnership with Richard Childress Racing in 2023, the three companies announced. In addition to continued technical and development support, the official motor oil of ECR engines will sponsor the No. 8 Lucas Oil Chevrolet driven by Kyle Busch at Auto Club Speedway on Sunday, February 26. The race airs live at 3:30 p.m. (EST) on FOX. Lucas Oil has served as the official lubricant of RCR and ECR Engines since 2014, and is the official motor oil of ECR Engines. RCR, ECR and Lucas Oil have gone to NASCAR Victory Lane together more than 20 times since the partnership began.

McLeod Racing Extends Partnership With FWD Champion Ricky Silva

McLeod Racing has announced a contract extension with import drag racer Ricky Silva and CLM Motorsports. Silva is set to make his season debut at the Xtreme Front Wheel Drive Challenge, which will be held at Bradenton Motorsports Park during the Drag Illustrated World Series of Pro Mod Race March 3–5. With the acquisition of PowerTrain Technologies, McLeod Racing is able to provide a new line of smaller-diameter clutch kits for racers like Silva.

Returning with the ’97 Honda Civic, Silva will feature a new 7.25-in. triple-disc clutch from McLeod Racing. The lightweight line of these smaller diameter clutches provides great linear engagement and friction life with a positive feel. As McLeod moves into its third year working with Silva and CLM Motorsports, the company continues to broaden the applications dedicated specifically to import drag racing. Silva is set to make his season debut on March 3–5 in Bradenton at the invitational World Series of Pro Mod in his McLeod front wheel drive Honda.

For more racing news, visit Performance Racing Industry’s (PRI) website.

By Ashley Reyes

To keep businesses in the hot-rod market up-to-date on programs and resources available to their companies, the Hot Rod Industry Alliance (HRIA) is hosting a Virtual General Membership Meeting and Panel Discussion, Tuesday, March 7, at 10:00 a.m. (PST).    

General membership meetings are the ideal time to learn about what the council has planned for the year and get updated on programs available to help members succeed in the marketplace. AJ Carney, SEMA membership director, will share information on money-saving member benefits, educational programs and top industry networking opportunities, while Jonathan Goolsby of Goolsby Customs and Adam Howard of Insatiable Auto Fab will give testimonies on how they benefit from HRIA programs and resources.

This is a can’t-miss event for those who want to expand their footprint in the hot-rod industry, as you’ll get to network, ask questions and ensure you are maximizing your SEMA and HRIA membership.

Visit here for all the details and to sign up now. 

 By Drew Hardin
Photography Courtesy Pat Brollier, Petersen Publishing Company Archive

“The study of tread wear is as important to a mechanic as the study of fingerprints to a detective.” So wrote SAE engineer Ed Packer to open a February 1959 Hot Rod technical article about interpreting tire tread wear. By “watching your treads,” Packer stated, “you can keep your roadster or family sedan safer and more comfortable. As a bonus, you will cut operating costs.”

On six pages, Packer took a deep dive into the conditions that could be recognized with a close examination of the tire’s treads, from simple things like over- and under-inflation to the effects of improper alignment, worn ball joints, and wheels that are not true. “Many cars are delivered with wheels that are not round!” he exclaimed. “The situation seems unbelievable.”

Packer even touched on the detrimental effects of a rowdy hot rodder: “A very conservative old gentleman with a fine big car was complaining bitterly to a factory representative of one of the tire manufacturers. His tires were wearing…and he had his entire running gear checked for alignment. It was reported perfect. Inflation was correct. But the wear persisted. Finally the truth came out. The old man’s son used the car regularly, and he apparently enjoyed its high performance.

“So if that’s the way you want to enjoy your car, cornering wear is the bill you’ll pay.”

The photo the editors chose as the opening image for this story showed Packer examining a tire from what looks like a ’52 Mercury two-door and comparing its tread to the front tire still mounted on the car. The tire on the car had even wear; the tire in his hands showed obvious wear on the inner tread. We chose an outtake from that photo shoot that showed less of the worn tire’s tread but more of the Mercury. It was fairly dinged up for what would have been a relatively new car—and one photographed for the magazine. Note the paint rubbed off the front fender lip, and the dents at the rear of the quarter-panel. ^{Apparently, tires weren’t the only things that could tell tales to an observant mechanic.}