SPEEDtubeTV Announces New Show “Carchaeology”

SPEEDtubeTV has announced the introduction of its newest show “Carchaeology.” Founded by lifelong automotive adventurer Randy Carlson, “Carchaeology” sets out to be champions in the world of automotive exploration, research and recovery. Follow Carlson as he discovers some of the most unique automotive finds on the planet and then preserves or restores them to their former glory. He also meets the owners of these finds and offers appraisals. It’s an antique roadshow of a much different sort. Moreover, Carlson is an expert automotive craftsman, and you can watch him as he builds some of the wildest vehicles in his shop in Southern California. “Carchaeology” debuted with three episodes on December 8, on SPEEDtubeTV’s YouTube Channel as part of its Yuletide Binge.

Tread Lightly! Announces AWE as Its Newest Official Partner

Tread Lightly!, a U.S.-based nonprofit dedicated to promoting responsible outdoor recreation through stewardship and educational programs, has announced AWE, the premium performance parts manufacturer, as its newest official partner. As an official partner of Tread Lightly!, AWE will support Tread Lightly!’s mission to protect off-road trail access and public lands through stewardship projects and responsible recreation education. AWE has also contributed to the 2022 Auction for Access fundraiser to further support Tread Lightly!

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.

This is the upcoming Cadillac XT4 refresh undergoing testing. The prototype seen here appears to have small-diameter (18-in.) wheels and bright exterior accents, indicating that it’s likely a Luxury or Premium Luxury model.

The front fascia is completely revised, with a new set of thin DRLs at the top followed by a new location for the actual headlights lower into the front end. The rear also sees some minor tweaks, particularly to the lower fascia.

The big news will be inside, where the XT4 is set to gain an overhauled dash with a bigger center screen that also extends to the instrument cluster, much like the setup on the Lyriq EV.

Expect an official debut in early 2023.

Photo credit: Brian Williams, SpiedBilde

 By Douglas McColloch

It was the culmination of a hectic 90-day build schedule that engaged more than 100 volunteer wrenches ranging in experience from novice to expert. It took the combined efforts of dozens of aftermarket companies and installation facilities, and it took place across two time zones. In the end, however, the build was a smashing success. The SEMA Businesswomens’ Network (SBN) All-Female Build project, a Ford Bronco four-door Wildtrak, made its debut at the 2022 SEMA Show in Las Vegas last November before a crowd of hundreds of industry and media professionals.

The SEMA Businesswomens’ Network (SBN) All-Female Build team unveiled the 2022 Ford Bronco Wildtrak at the 2022 SEMA Show last November.

“Ten years ago, we did our first All-Female build—a Ford Mustang,” explained Lisa Cabalquinto, program director for DriveShop, “and there were 55 women that came to help build the vehicle and manage the projects. This year, we had more than 250 women that volunteered to help with the project.”

For a project as ambitious as this to happen this quickly, a lot of things have to come together in an orderly fashion—and in this case of the Bronco, the team made it happen. First came the rendering, which was submitted by Monika Kalenski of MEK Magnet, whose artwork was selected by popular vote on social media. The drawing conjured an image of a wilderness-ready overlander that could still be employed as a practical daily driver.

Build team members celebrate the completion of their project at the 2022 SEMA Show.

Then the build team went to work. The Ford’s 2.7L twin-turbocharged EcoBoost V6 received some mild upgrades, most notably an aFe Momentum GT cold-air intake and an AWE cat-back exhaust system. Turbosmart contributed a Kompact EM back valve, and Ford Performance treated the assembly to a power-pack performance calibration.

More extensive modifications followed to the chassis and suspension. An ICON Vehicle Dynamics 3- to 4-in. Stage 8 billet suspension system was installed, along with a BroncBusters Stage 3 billet aluminum housing to alleviate stress to the steering system. A Steer Smarts Yeti XD adjustable rear track bar was added to optimize suspension geometry. With suspension and steering upgrades installed, a set of 37x13.50R17 Milestar Patagonia MT02 tires and ICON 17x8.50 satin black alloy wheels were fitted up the to the wheelwells. For a stylistic flourish, McGard lug nuts feature a custom engraved “SBN” logo.

An overlanding rig needs a host of exterior upgrades to function well, and the SBN Bronco received an assortment. Baja Forged Crawler bumpers were installed front and rear, along with full underbody skidplating. A Warn VR EVO 105 winch and Factor 55 Ultrahook were installed to help with extraction, and Powerstep XL running boards from AMP Research assist with ingress and egress. ORACLE Lighting and switches were added to improve visibility, and a Cascadia 4x4 hood-mounted solar panel provides additional juice off the grid. Ford Performance donated a number of useful products, including an onboard compressor, TRED recovery boards, an ARB jack and a 37-in. spare tire mount. Ford Accessories contributed a
LockNLoad roof rack system and Yakima Skyline tent. Adding a touch of style, Ford Research and Advanced Engineering provided the unique Lit Bronco grille. Terra Strada Design executed the custom exterior wrap, and Universal Technical Institute’s Long Beach, California, facility gave the team access to its paint booth.

Inside, the Bronco, Katzkin custom leather seat covers enhance creature comfort and a Goose Gear rear-seat delete affords extra space for an icebox module and storage drawer, which help to accommodate an ARB Classic Fridge that comes courtesy of Ford Performance. A Deep Sleep sleeping pad and DMOS Stealth shovel also found a home inside the cab, and Ford Accessories donated all-weather floor mats and Molle bags.

The original rendering for the build, submitted by Monika Kalenski of MEK Magnet, suggested an overlander that was still capable of being a daily driver.

As with any ambitious build project, things didn’t always go as planned. Parts sometimes went missing or didn’t fit, and the team had to MacGyver solutions on the fly at times.

“It was very much a hands-on learning experience, and the team was eager to take on these challenges, including mocking up bumper fitment plates from cardboard in order to fabricate the actual plates,” said Nicole Bradle, SBN liaison. “The build continues to foster growth and community, not only among the volunteers but also between organizations.”

“The collaboration truly represents the spirit of the build,” added Cathy Clark, SBN chair. “This project was a chance to spotlight women in the automotive aftermarket industry and the ways in which they come together and offer support to each other.”

Companies That Helped  

The SBN All-Female Build Team wishes to thank the following partners for their support in the Bronco build:

• Advanced Fiberglass Concepts
• aFe Power
• AMP Power Step
• AWE
• Baja Forged
• BroncBusters
• Cascadia 4x4
• Chemical Guys
• Deep Sleep
• DMOS
• Ford Motor Co.
• Ford Accessories
• Goose Gear
• Icon Vehicle Dynamics
• Katzkin Leather
• McGard
• MEK Magnet
• MileStar Tires
• MRT Performance
• ORACLE Lighting
• PPG
• Seymour of Sycamore
• Steer Smarts
• Summit Racing
• Terra Strada Design
• TRAC LLC
• Turbo Smart
• UTI
• Warn Industries
• Yakima

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

Motorsports Technician
Canepa

Canepa is seeking a motorsports technician with a broad knowledge base of all mechanical aspects of a vehicle, from suspension and brakes to engine and transmission. Candidates must be highly versatile with superior skills and be able to produce work of the highest quality. Candidates should also have exceptional diagnostic ability along with race preparation experience, and be able to work individually, as well as part of a multi-functional team.

Automotive Aftermarket Salesperson
Heidts Suspension Systems

Heidts Suspension Systems is hiring an automotive aftermarket salesperson. The successful candidate will have a minimum of 5 years’ experience selling automotive or technical components with a passion for vintage and performance cars. Understanding automotive restorations and builds is desirable. Excellent communication skills with a customer focus attitude is required. Automotive parts knowledge, mechanic skills and computer literacy (order entry, MS Office) is important. Associates degree or equivalent is preferred. Fluency in Spanish is a plus.

Outside Salesperson
The Wheel Group

The Wheel Group is hiring an outside salesperson who is high energy and personable. This sale professional will have a proven history in “hunting” for new customers. Candidates must thrive in a fast-paced environment and communicate positively with customers and sales team and be self-driven, disciplined, reliable and hard working with experience in the automotive aftermarket wheel industry. Bilingual (Spanish/English) is preferred. Candidates must be willing to travel, and prior sales experience within the automotive aftermarket wheel industry is a plus.

By SEMA Editors

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

 By Doug McColloch

Each year prior to the SEMA Show, exhibitors are polled on the new vehicles that, in their judgment, represent the best opportunities for accessorization via the aftermarket for the coming year. Vehicles are chosen in six distinct classes—including a brand-new class for 2022, EV of the Year—and the winners are announced ahead of the start of the Show. This year’s announcement was made on Monday, October 31, on the eve of the 2022 Show.

SEMA Vehicle of the Year award winners celebrate at the 2022 SEMA Show Monday Reveal. Pictured from left to right: SEMA Board Chair-Elect Kyle Fickler; SEMA Chairman of the Board James Lawrence; SEMA President and CEO Mike Spagnola; Robert Gal on behalf of Senior Vice President, Product Marketing & Strategy for Volkswagen Group of America Hein Schafer; Group Vice President Toyota Marketing Lisa Materazzo; Vice President Dodge Brand Product Tom Sacoman; Head of Mopar Marketing, North America Heidi Hughes; and Vice President, RAM and Mopar Design Mark Trostle.

“The SEMA Award recognizes the hottest new vehicles on the market that offer the greatest opportunities for customization,” said Warren Kosikov, SEMA vice president of sales. “SEMA Award-winning vehicles are setting worldwide trends in the automotive enthusiast industry. The 2022 SEMA Show had on display many of the SEMA Award-winning vehicles, each customized in its unique way.”

What follows on these pages is a sampling of the winning vehicles that exhibited at the 2022 SEMA Show.

SEMA Car of the Year:

• Dodge Challenger

SEMA Fullsize Truck of the Year:

• RAM

SEMA 4x4/SUV of the Year:

• Jeep Wrangler

SEMA Midsize Truck of the Year:

• Jeep Gladiator

SEMA Sport Compact of the Year:

• Toyota GR86

SEMA EV of the Year:

• Volkswagen ID.4

Car of The Year: Dodge Challenger

On its farewell tour, the “Last Call” Dodge Challenger—and its stablemate Charger—made a splash appearance at the 2022 SEMA Show in ScatPack “Swinger” trim, recalling the musclecar’s glory years of the late ’60s through the early ’70s. The limited-edition (1,000 units only) Challenger gets its own unique grille badging, painted Shaker intake, spoiler and “345” fender badges, 20x11 Gold School wheels with black six-piston Brembo brakes, Mod Grain interior with aluminum bezel textures, Nappa/Alcantara seating with green stitching and green Dodge Rhombi logo, retro Swinger rear fender graphics, and Sublime Green exterior paint.

Fullsize Truck of The Year: Ram

The SEMA Fullsize Truck of the Year, RAM made multiple appearances the at the 2022 Show, including the TRX Gold Shot concept seen here. Designed for backcountry adventure, this Mopar-built, 700hp TRX rides on a set of 37-in. BFGoodrich tires mounted to 18x9.5 Black Rhino Camber wheels. Custom-etched skid plates are said to improve approach angle, and a set of Mopar rock rails provides additional armor proofing. A retractable bed step enhances bed access, and the Ram-Bar behind the cab holds a pair of TYRI concept lights. Inside, black Capri leather seats with Alcantara suede inner bolsters are accented by gold stitching, and vinyl flooring taken from a 1500 Tradesman makes cleanup easier after a day in the dirt.

Midsize Truck of The Year: Jeep Gladiator

The SEMA Midsize Truck of the Year, the Jeep Gladiator has made a splash in the overlanding space that was once the province of midsize Toyotas, and this Rubicon model located in the Overland Experience exhibit has many fine attributes. An Armadillo 23Zero aluminum hard-shell tent features polyurethane coating to keep inside occupants cool on hot summer days. ARB bumpers provide stoutness and strength, a Warn Zeon 10S 10,000-lb. winch aids with extractions, and the Factor 55 Ultrahook stores up against the fairlead for added safety. Rolling stock comprises a set of Nitto tires on black beadlocked rims.

Sport Utility of The Year: Jeep Wrangler

Among the most commonly seen vehicles at the 2022 SEMA Show, the Wrangler JL has been a hit with consumers and enthusiasts alike since its introduction in 2017, and this Magneto 2.0 concept Wrangler points a possible way to the future of the brand. All electric, the Magneto 2.0 uses 800-volt battery packs to power a custom axial flux electric motor which is said to produce an estimated 625 hp, 850 lb.-ft. of torque, and a 0–60 time of only 2.0 sec. To accommodate the electric drive system, Jeep stretched the wheelbase 12 in. The six-speed transmission was retained, as was the Rock-Trac transfer case, but beefier Dynatrac axles—a lockered 60 Pro-Rock in front and a lockered Pro-Rock 80 rear—help handle the higher torque loads. A 3-in. lift clears rooms for a set of 40-in. tires.

Sport Compact of The Year: Toyota GR86

The SEMA award-winning Sport Compact Car, the GR86 has been an instant hit in multiple racing circuits, as this “Daily Drifter” proves. Built by SEMA 2022 Influencer of the Year Larry Chen, the Toyota utilizes an HKS GT2 Supercharger Pro ZD8 kit and a MagnaFlow NEO Series cat-back performance exhaust to produce some 300 hp. Power flows from a six-speed manual to an OS Giken Super Lock 1.5-way differential, and a StopTech Big Brake kit brings the ride to a halt. The drifter rides on an ST XTA Plus 3 coilover suspension that incorporates SPL Parts adjustable control arms, adjustable sway bar links, and a GK Tech steering angle kit. Inside, a Sparco EVO QRT racing seat with six-point harness and a Studio RSR four-point roll cage protect driver and passenger, and a Vivid Racing VR Bespoke steering wheel points the GR in the desired direction.

EV of The Year: Volkswagen ID.4

SEMA’s first-ever EV of the Year, the Volkswagen ID.4 made its SEMA Show debut last November. Despite its playful external appearance, this ID was designed to endure some serious off-roading. Built by Tanner Foust and Rhys Millen and piloted by Mercedes Lilienthal, this colorful specimen successfully completed the 2021 Rebelle Rally, traversing 1,400 off-pavement miles over three weeks across the California and Nevada deserts. Excess weight kills battery range, so modifications were limited to some new suspension components, tubular control arms, custom skid plates and battery protection, and a few other items required for a driving expedition. The AWD ID.4 EV utilizes a 107hp front motor and a 201hp permanent magnet rear motor, with a combined 339 lb.-ft. of torque, so despite its mild appearance, the ID.4 has plenty of power.

Toyota Tacoma

A runner-up for SEMA’s Midsize Truck of the Year award, Tacomas have long been a preferred platform for overlanders, as this example at the Redarc booth demonstrates. An ICON add-a-leaf suspension kit and Daystar rear airbags clear room in the wheelwells for a set of 265/75R16 Falken Wildpeak AT3s. A Warn V10 winch works in tandem with a Factor 55 fairlead and FlatLink Expert shackle mount to aid in extraction. An ARB Essentials recovery kit and dual air compressor are both on board for additional duties. For camp chores, an AluCab Gen 3.1 Expedition rooftop tent and Shadow awning provide shelter. A Front Runner roof rack affords additional storage, and a CBI Covert front bumper and 30-in. Rigid light bar provide protection and illumination. And, of course, a slew of Redarc products are aboard to improve electrical functions.

Wrangler/Gladiator Hybrid

Both Jeeps were 2022 award winners in their respective categories, and this unique version from Quadratec combines elements of both vehicles. A gas-electric PHEV, the Greg Henderson-built “JTe” began its life as a ’22 Jeep Wrangler 4Xe Rubicon, which underwent a chop behind the front doors with a Gladiator truck bed and Mopar body replacement panels added to the back. The Jeep rides on a Lynx 2.5-in. suspension with adjustable control arms and Steer Smarts steering components. Bronze 17-in. Lynx TrailGunner wheels and 37-in. Nitto Recon Grappler tires provide traction, and Carnivore front and rear bumpers offer protection. A Lost Canyon bed rack and rooftop tent have been installed, as have Rotopax water containers. Quadratec’s J5 50-in. LED lightbar features ORACLE Lighting flush-mounted LED units.

Toyota Tundra

SEMA Full-Size Truck of the Year runner-up, the Toyota Tundra made a strong showing at the 2022 SEMA Show with a number of intriguing concepts, including the off-grid-oriented Trailhunter prototype shown here, which is slated to see limited production starting in 2023. Toyota was vague on specs at the SEMA Show, but the company did reveal that each Trailhunter will come equipped with custom badging and graphics, its own dedicated suspension kit, and accessories including skid plating, roof rack, bumpers, lighting, refrigerator and a rooftop tent all engineered for the overlander.

Nissan Z

Car of the Year runner-up, Nissan brought its latest NISMO project to the 2022 SEMA Show outfitted with a slew of performance parts that will be available for the production Z in the future. Among these are new LM-RS1 forged wheels, an all-new, ride-height-adjustable coilover suspension, and a big-brake kit comprising six-piston front and four-piston rear brake calipers. Under the hood, a new cold air intake and a performance heat exchanger will help optimize performance on the track, and a number of dress-up items are also offered for the Z, including a GT titanium shift knob, carbon-fiber side-mirror housings and carbon-fiber steering wheel trim.

By Mike Imlay

Did you feel the energy? A juggernaut hit Las Vegas this past November 1–4 when the annual SEMA Show roared back into the city’s convention center. And it was clear the specialty-automotive industry was ready for business.

Reflecting a rapidly changing aftermarket, the Show greatly revamped its education, networking and event programs. There were also new exhibitions, features, vehicle displays, and plenty of interactive thrills seen, felt and shared throughout the 1-million sq. ft. trade event—not to mention thousands of new products for attendees to discover. Plus, there was an exciting announcement of new things to come, with SEMA undertaking a citywide expansion of the Show, beginning November 2023.

“SEMA wishes extend a huge thanks to our 2022 Show exhibitors, attendees, sponsors and partners for making the event such an outstanding success,” said SEMA President and CEO Mike Spagnola. “Across the board, participation far exceeded expectations, and the industry’s support and energy were everywhere to be seen. This Show will be remembered as among the best our association has ever produced, and demonstrates again why the SEMA Show remains the world’s number-one automotive trade event.”

After its successful return as a live event in 2021, the 2022 Show proved beyond a doubt that the specialty automotive industry is revved up and leaving the pandemic behind. Nearly 3,000 exhibitors and approximately 130,000 attendees flooded the 2022 Show halls, representing 30% growth over 2021.

“Trade events like the SEMA Show are meant to both highlight and energize industry trends and innovation, and throughout the Show it was evident that SEMA-member companies are ready to seize the future,” said SEMA Vice President of Events Tom Gattuso. “It’s no exaggeration to say the 2022 Show was a historic milestone. From the moment you arrived at the Las Vegas Convention Center, you could feel the energy and momentum.”

“The 2022 event was very forward-focused,” added Gattuso. “We increased the size and scope of our SEMA Electrified section and added the new SEMA ADAS Showcase to demonstrate recalibration of modified vehicles for compliance with advanced driver-assistance systems, and attendee interest in both was notably high.”

“Also, there were more equipment manufacturers and electric-vehicle [EV] conversion companies for attendees to connect with as well as live demonstrations of products and procedures. We additionally expanded our educational seminars addressing vehicle electrification and other emerging technologies, and the many new opportunities they’re providing our industry businesses.”

Other key features included the popular SEMA Overland Experience, the Chip Foose Experience, and an eBay Motors Experience featuring the Hoonigan Burnyard, drift ride-alongs and a stunning collection of unique vehicles. An expanded OPTIMA Village played host to Ultimate Street Car Invitational events, numerous demos and celebrity appearances, and lots of tire smoke.

Moreover, the Show exuded industry diversity in every sense of the word. There were bed-dancing mini trucks, truck drifting, and lowrider hopping, courtesy TIS Off-Road and urban-car-scene veteran Myles Kovacs. Donk vehicles stood proudly alongside the traditional performance and street racers, trucks and off-road vehicles, hot rods and classic show cars. The Motorcycle Industry Council “Ride With Us” activation feature even taught new enthusiasts how to ride.

Meanwhile, the Show’s “Still I Race” exhibition paid tribute to African American Racing Association legends, and a SEMA Businesswomen’s Network (SBN) Ford Bronco Wildtrak showcased the growing contributions of female builders. Headline celebrities further appealed to a broad range of interests. They included keynote appearances by football great and now NASCAR team owner Emmitt Smith, NHRA champion Anton Brown, and Kevin Hart’s Muscle Car Crew, among others.

The annual Monday-night Exhibitor Appreciation Party featuring the SEMA Awards, the Tuesday-morning Kickoff Breakfast, and the Thursday-evening Industry Awards Banquet all saw updated formats. Likewise, rules changes to the SEMA Battle of the Builders and Launch Pad competitions broadened their appeal, and the Show’s Friday Experience for qualified consumer attendees was expanded. Open to the public, the annual SEMA Cruise and SEMA Ignited after-party further amped public enthusiasm for car culture.

Ultimately, words can’t capture the scope and excitement of the 2022 SEMA Show. But you can get a feel for it all in these photos. And make your plans now: SEMA Week 2023 promises an even greater impact starting this November.

SEMA News—January 2023

EVENTS

The 2022 SEMA Show

A Milestone Trade Event Revs Up Industry Momentum in Vegas

By Mike Imlay

Did you feel the energy? A juggernaut hit Las Vegas this past November 1–4 when the annual SEMA Show roared back into the city’s convention center. And it was clear the specialty-automotive industry was ready for business.

Reflecting a rapidly changing aftermarket, the Show greatly revamped its education, networking and event programs. There were also new exhibitions, features, vehicle displays, and plenty of interactive thrills seen, felt and shared throughout the 1-million sq. ft. trade event—not to mention thousands of new products for attendees to discover. Plus, there was an exciting announcement of new things to come, with SEMA undertaking a citywide expansion of the Show, beginning November 2023.

“SEMA wishes extend a huge thanks to our 2022 Show exhibitors, attendees, sponsors and partners for making the event such an outstanding success,” said SEMA President and CEO Mike Spagnola. “Across the board, participation far exceeded expectations, and the industry’s support and energy were everywhere to be seen. This Show will be remembered as among the best our association has ever produced, and demonstrates again why the SEMA Show remains the world’s number-one automotive trade event.”

After its successful return as a live event in 2021, the 2022 Show proved beyond a doubt that the specialty automotive industry is revved up and leaving the pandemic behind. Nearly 3,000 exhibitors and approximately 130,000 attendees flooded the 2022 Show halls, representing 30% growth over 2021.

“Trade events like the SEMA Show are meant to both highlight and energize industry trends and innovation, and throughout the Show it was evident that SEMA-member companies are ready to seize the future,” said SEMA Vice President of Events Tom Gattuso. “It’s no exaggeration to say the 2022 Show was a historic milestone. From the moment you arrived at the Las Vegas Convention Center, you could feel the energy and momentum.”

“The 2022 event was very forward-focused,” added Gattuso. “We increased the size and scope of our SEMA Electrified section and added the new SEMA ADAS Showcase to demonstrate recalibration of modified vehicles for compliance with advanced driver-assistance systems, and attendee interest in both was notably high.”

“Also, there were more equipment manufacturers and electric-vehicle [EV] conversion companies for attendees to connect with as well as live demonstrations of products and procedures. We additionally expanded our educational seminars addressing vehicle electrification and other emerging technologies, and the many new opportunities they’re providing our industry businesses.”

Other key features included the popular SEMA Overland Experience, the Chip Foose Experience, and an eBay Motors Experience featuring the Hoonigan Burnyard, drift ride-alongs and a stunning collection of unique vehicles. An expanded OPTIMA Village played host to Ultimate Street Car Invitational events, numerous demos and celebrity appearances, and lots of tire smoke.

Moreover, the Show exuded industry diversity in every sense of the word. There were bed-dancing mini trucks, truck drifting, and lowrider hopping, courtesy TIS Off-Road and urban-car-scene veteran Myles Kovacs. Donk vehicles stood proudly alongside the traditional performance and street racers, trucks and off-road vehicles, hot rods and classic show cars. The Motorcycle Industry Council “Ride With Us” activation feature even taught new enthusiasts how to ride.

Meanwhile, the Show’s “Still I Race” exhibition paid tribute to African American Racing Association legends, and a SEMA Businesswomen’s Network (SBN) Ford Bronco Wildtrak showcased the growing contributions of female builders. Headline celebrities further appealed to a broad range of interests. They included keynote appearances by football great and now NASCAR team owner Emmitt Smith, NHRA champion Anton Brown, and Kevin Hart’s Muscle Car Crew, among others.

The annual Monday-night Exhibitor Appreciation Party featuring the SEMA Awards, the Tuesday-morning Kickoff Breakfast, and the Thursday-evening Industry Awards Banquet all saw updated formats. Likewise, rules changes to the SEMA Battle of the Builders and Launch Pad competitions broadened their appeal, and the Show’s Friday Experience for qualified consumer attendees was expanded. Open to the public, the annual SEMA Cruise and SEMA Ignited after-party further amped public enthusiasm for car culture.

Ultimately, words can’t capture the scope and excitement of the 2022 SEMA Show. But you can get a feel for it all in the following 15-page photo essay. And make your plans now: SEMA Week 2023 promises an even greater impact starting this November

Hemmings has announced that President Jonathan Shaw has appointed Kathryn Reinhardt senior vice president of marketing and events. Reinhardt, an automotive industry veteran, has held leadership roles at 4 Wheel Parts, Pilot and MagnaFlow, where she successfully helped magnify brands with targeted programs that created extensive market infiltration.

“We are excited to welcome Kathryn to Team Hemmings,” said Shaw. “Her proven audience development and consumer engagement strategies will empower an already transforming Hemmings across its marketplace, media, and relaunched events businesses. Kathryn understands how to communicate and connect to modern automotive enthusiasts because she is one herself. She knows exactly where and how Hemmings needs to engage consumers of all demographics to gain scale and audience diversification for the coming decades.”

“I am thrilled to be joining this high-performance team,” said Kathryn Reinhardt. “The Hemmings brand is so much more than a publication. It is a single resource for automotive research, vehicle trading, consumer events, and has a vast online community. Since 1954, the Hemmings brand has been the bible for automotive enthusiasts. I am delighted to continue this legacy and extend the brand to new audiences.”

Reinhardt is a member of the SEMA Board of Directors, the IPC of SEMA Cares and holds
many accolades from the SEMA association.

AWE Teams With LGE-CTS and Omaze to Support Cancer Research With Giveaway Bronco

AWE has been selected to be featured on the Custom BAJA FORGED Ford Bronco, to be given away by Omaze, where donations associated with the Bronco giveaway will support Pelotonia and innovative cancer research.

AWE has been selected to be featured on the Custom BAJA FORGED Ford Bronco, to be given away by Omaze, where donations associated with the Bronco giveaway will support Pelotonia and innovative cancer research. AWE will donate its 0FG cat-back exhaust for Ford Bronco with BashGuard for the cause.  

“We’re always looking for ways to give back, and what better way than by sharing our unique and modular take on the Ford Bronco exhaust with the world, while supporting cancer research and working with our friends at LGE-CTS. Win-win, win,”  stated AWE Vice President of Marketing Jesse Kramer.

From the Omaze website, “This one-of-a-kind adventure masterpiece was made in the U.S. and tested in Baja’s rugged terrain, formidable against rocks, wind, sand and dirt with its BAJA FORGED Crawler front and rear bumpers, rock slides, 18-in. Method Race Wheels wrapped in 37-in. Nitto Trail Grappler Tires. The bold 5-in. flared fenders widen the look of the car, while the refined interior is packed with modern tech and custom carbon-fiber-style upholstered seats, dash and door panels. With its beefy suspension, 330 hp and 415 lb.-ft. of torque, adventure is yours for the taking.”

The Custom BAJA FORGED Ford Bronco also features a custom PPG Industries Agave Grey and Cyber Orange paint job; a forged carbon fiber Ram Air hood; RIGID Industries 20-in. light bar, chase lights, rock lights; WARN EVO10S winch with Factor 55 fairlead; ICON Vehicle Dynamics stage 4 EXP suspension system; AWE cat-back exhaust system with bash guard; BANKS Power Pedal Monster; ALCON front big brake kit; custom upholstered seats, dash and door panels; Wildtrak; molded-in-color hardtop; Sasquatch Package; 10-speaker B&O sound system; and 12-in. infotainment touchscreen. More information about the Custom BAJA FORGED Ford Bronco and entry information can be found at omaze.com/custombronco. 

Dan Jesel Transitions to Executive Chairman, Announces Rich Runne as CEO of Jesel

Jesel—the valvetrain parts manufacturer based in Lakewood, New Jersey—has announced after 42 years, Dan Jesel has transitioned from president and CEO to executive chairman. Rich Runne, a 31-year company veteran, will assume controlling interest and the CEO position in partnership with Dan’s brother, Wayne Jesel. In addition, ownership of the “Equal 8” engine technology will transition to Equal 8 LLC with Wayne Jesel as CEO. Jason Line will lead operations, R&D, and production. The Equal 8 engine won the Masters of Motors competition at the 2018 PRI Trade Show and has been in R&D for more than 10 years prior to its release.

Katie Lucas Named Chief Administrative Officer of Lucas Oil

Lucas Oil Products has announced the appointment of Katie Lucas, the company’s vice president of strategy and philanthropy, to the position of chief administrative officer (CAO). In this role, she will be responsible for blending day-to-day operations with long-term strategic goals, plus providing oversight of company policies, procedures, campaigns and growth initiatives.

As vice president of strategy and philanthropy, Lucas shaped company strategy and business development initiatives, adding long-term vision and insight to new and ongoing initiatives. She will further advance strategic planning as CAO to pursue growth and adapt to a changing automotive landscape. Together with the Lucas Oil executive team, she will lay the groundwork for an enduring corporate strategy and culture equipped for the next 20-plus years.

Under her leadership, Lucas Oil has been recognized for philanthropic efforts supporting local and national non-profits. It was recently named Outstanding Corporation by the Inland Empire Association of Fundraising Professionals for its exceptional commitment to the Loma Linda University Children’s Hospital in Loma Linda, California.

Lucas was named one of Indiana Business Journal’s Forty under 40, recognized for her professional success and civic involvement in central Indiana. Her other non-profit affiliations include the National Medal of Honor Museum Foundation, Ascension St. Vincent Foundation, Wheeler Mission, Grit & Grace Nation Foundation, EDGE Mentoring and others.

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.   ​

  By Joe Dysart

Businesses that employ ad tech companies to run ads for them on digital properties will need to come up with a new strategy by the close of 2023.

That’s when search-engine behemoth Google plans to drop its support for third-party cookies—a web surfer tracking technology that has been fundamental to web advertising since the mid-’90s.

Google is struggling for a way to target consumers with ads—without stepping on privacy concerns.

Google’s dramatic decision to ditch third-party cookies has been triggered by a steady flow of surveys in recent years finding that significant numbers of web surfers are fed up with company surveillance of their web use.

A February 2022 survey from the Future of Tech Commission (www.futureoftechcommission.org/press-release-launch-2ndpoll), for example, found that 78% of consumers want laws to force businesses to seek their permission before gaining access to such personal data. Moreover, 75% of those surveyed want to prohibit businesses from collecting any personal data on anyone 16 or younger. And 75% want laws ensuring that businesses are prohibited from pushing inappropriate or harmful content to children 16 or younger on the web—including questionable advertising.

“The findings are clear: Americans everywhere want an internet they can trust,” says Deval Patrick, former governor of Massachusetts, who helped spearhead the survey.

Patrick adds: “When misinformation runs rampant, every community suffers— and we’re running out of time. Our leaders must lead and summon the political will to protect our children, safeguard our privacy, and rein in the undue influence of Big Tech.”

Smarting from those kinds of protests, Google’s original plan on third-party cookies was to drop them from its Chrome browser earlier this year.

But the tech titan decided to hang onto third-party cookies this year after privacy groups vehemently criticized FLoC, a replacement technology it wanted to use as a substitute for third-party cookie tracking.

This time around, Google has yet another new technology it wants to use to replace third-party cookies, dubbed “Google Topics.”

Google’s hope: That this latest replacement tech will satisfy privacy advocates while still enabling advertisers to target web surfers with ads based on how they interact with websites.

Not surprisingly, there’s a great deal of technical detail regarding how Google’s newly proposed tracking technology works.

But boiled down, the tech giant’s latest proposal is really its way of saying to web surfers: “Look, we know we’ve been really nosy in the past about how we track, analyze and target how you surf the web.”

In practice, Google Topics significantly limits the way the Google search engine currently tracks your every movement on the web by studying your use of the Google Chrome browser.

This new answer to web-surfer tracking offers advertisers only a limited, general idea of what interests you—and what you might be interested in buying—as you surf the web.

The result is the new tracking system will only be able to track a handful of broad interest areas, or Topics, that dovetail with how you use your web browser.

Initially, Google’s plan is to track five Topics associated with how you use your browser—along with one more Topic that is chosen at random.

Once Google has tagged your browser with Topics that give advertisers a better idea of your interests and intentions, any given website you visit will be able to “see” three of the Topics Google associated with your web browser—and target ads to you accordingly.

Google is also building in some other privacy controls with Google Topics that it hopes will make the new tracking system more palatable to web surfers and political activists concerned about web privacy.

For example, Google is currently developing new controls for its Chrome browser that will enable you to see the Topics associated with your browser.

Plus, you’ll also have the option to remove any of the Topics associated with your Chrome browser use that displease you, according to Vinny Goel, product director, Privacy Sandbox, Chrome.

“Soon, we will launch a developer trial of Topics in Chrome that includes user controls—and enables website developers and the ads industry to try it out,” Goel says.

Before getting the green light to launch Google Topics, the search giant will need to secure official approval for its new tracking technology from key governmental bodies across the globe, including the United States and the European Union.

So far, the tech giant has won approval from the United Kingdom via that country’s Competition and Markets Authority.

Says Andrea Coscelli, chief executive, CMA: “While this is an important step, we are under no illusions that our work is done. We now move into a new phase, where we will keep a close eye on Google as it continues to develop these proposals.”

The reason why parting with third-party cookies has been such sweet sorrow for Google is that, privacy concerns aside, it really is a fantastic way of finding out what people are likely to buy based on their web surfing behavior.

Currently, if you visit a number of auto parts websites, for example, and start clicking on mufflers, you’ll most likely start noticing muffler ads popping up on many of the websites you subsequently visit.

Ad tech companies are now able to discern that you’re interested in mufflers by cutting deals with the websites already featuring their ads—who in turn place a third-party cookie in your Google Chrome browser when you visit the site.

That third-party cookie—owned by the ad company—begins tracking your movements on the web the moment it is embedded in your browser.

And with each website you visit featuring advertising from that same ad tech company, another third-party tracking cookie is placed in your Google Chrome Browser, tracking you all the way.

Each new cookie beams back data to the ad tech company about your web movements and preferences. And each enables the ad tech company to develop an ever-deepening interest profile on you, enabling it to target ads to you on other websites featuring its technology—based on your preferences.

The system has worked exceptionally well for Google and advertisers for more than a quarter of a century. But, as noted, has also triggered the ire of more than a few consumers and privacy advocacy groups for nearly as long—users and political activists who feel such tracking violated their privacy and generally made them feel creeped-out.

Consequently, even if Google Topics manages to become the de facto replacement for third-party cookies, web advertising experts recommend that advertisers begin to rely more heavily on other ways to engage with customers including:

Email Marketing Lists: While web advertising fads come-and-go, email marketing keeps on chugging along, offering marketers some of the best ROI for marketers’ efforts, year after year. Marketers build email lists by soliciting email addresses in exchange for providing riveting email newsletters, informative white papers, early notice on new goods and services, discounts and coupons and the like. Expect increasing numbers of businesses to double-down on this tried-and-true marketing tool in coming months.

Old School Advertising: Back in the olden days, marketers would seek out content that matched the goods and services they were selling and place ads there. A bikini retailer might embed its ads in an article about summer vacations, a local beach, or an upcoming Olympic diving competition. These days, they’re calling this old school technique ‘contextual targeting.’ But it’s the same idea: matching ads to content.

Buying Someone Else’s Audience: While you may not have a great deal of data on people who are interested in bikinis, another website—such as a swimsuit publication—may have plenty. Once third-party cookies are phased out, expect more businesses to buy and use info about such potential customers from such websites.

Device Fingerprinting: Similar to third-party cookies, device fingerprinting is an extremely effective tracking technology—but also extremely controversial. Device fingerprinting enables a website to reach down into your device and retrieve all the information about that device that makes it unique to you—the language it runs on, the web browser it uses, the times of day its usually used, its location, its IP address, and similar personalized data. Once an ad tech company has your device fingerprint, it can track you as you move across the web.

Joe Dysart is an internet speaker and business consultant based in Manhattan.

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