By Ashley Reyes

The SEMA Truck & Off-Road Alliance (TORA) named Fenza International as this week’s member spotlight company. Fenza International is a manufacturer, distributor, and exporter of 4x4 accessories for pickups and SUVs. Get to know company’s breakthrough moment below.

SEMA: Tell us the story of your company. How did it start?

Fenza International: We started our company in a small apartment back in 2014 with a lot of dreams and very little knowledge of the market in the United States.

SEMA: What was your company’s breakthrough moment?

FI: In 2016, our name and our products started to attract the eyes of dealers and customers, and we were able to capitalize on that.

SEMA: Tell us about your business now in 2022 and projects that you are working on.

FI: We have been able to navigate through the difficult times and are excited to bring our new 2022 line up soon to the next SEMA Show.

SEMA: Tell us about a product that you are proud of.

FI: Our Towing Hitch Line has been a success and we are very pleased with all the positive feedback we have received.

SEMA: What advice do you have for young professionals contemplating a career in the automotive aftermarket?

FI: Never give up; never surrender. There is always the light at the end of the tunnel.

Fill out a TORA-member spotlight form to highlight how you or your company are contributing to the truck and off-road specialty-equipment industry. Selected candidates are eligible to be featured on TORA’s social media, SEMA News and future TORA Member Updates.

By Ashley Reyes

The SEMA Hot Rod Industry Alliance (HRIA) named Steele Rubber Products as the council's latest member spotlight company.

Get to know the company's breakthrough moment and current project in SEMA’s interview with Steele Rubber Products Senior Marketing and Sales Manager Danny Agosta, below.

SEMA: Tell us about your company.

Danny Agosta: Steele Rubber Products is a manufacturer of weatherstripping and rubber parts for classic cars, trucks and hot rods. Founded in 1958 by Lynn Steele, Steele Rubber is a family-owned and -operated business in the third generation. Today, Steele has over 12,000 rubber parts to seal and protect enthusiasts’ prized possessions. The product line has everything from door seals, trunk weatherstrips, window gaskets, window felts, and many hard-to-find molded parts. With Steele Rubber's customer-centric focus, our representatives treat each customer’s project as if it were their own.

SEMA: What makes your business stand out?

DA: Steele Rubber Products is an American manufacturer with the priority of making exceptional parts and providing unequaled customer service. Steele has been making rubber parts for over 60 years; the expertise and product line is immense. Materials used in production are of the highest quality, incorporating proprietary rubber compounds and premium brass metal cores. Steele is the sole manufacturer of countless parts that allow car lovers to restore the car of their dreams.

SEMA: Tell us about your business now in 2022 and what you’re focused on?

DA: Steele Rubber Products’ focus for 2022 is to pursue an ever-expanding product line and build an extensive resource base. We continue to add parts previously unavailable on the market because there is a passion for providing enthusiasts the means to restore their beloved vehicles. Having the replacement seals and rubber parts to do that is critical. As an organization, Steele also prioritizes creating support materials in the form of how-to videos, blogs, and instructions to assist with any project. In the spirit of providing for the needs of their customer, Steele Rubber also produces seals specifically used on RVs and boats. These seals are made with the same high-quality processes as their flagship products.

SEMA: Tell us about a project you are proud of.

DA: Over the past four years, Steele Rubber Products has developed a comprehensive product line surrounding 1961-1969 Lincoln Continentals. These cars have some of the most complex rubber parts of any American car, and for that reason, were unavailable for the thousands of people restoring them. The result is an entire community of car lovers having the support they need to finish their build.

On the opposite end of the spectrum, another project completed recently are the seals and weatherstripping for 1985-2005 Astro vans – a far cry from a lead-sled Continental, but similarly, one that had no OEM or aftermarket support. Now that owners of these vehicles can prevent leaks, #VanLife just got a little easier.

SEMA: What advice do you have for young professionals contemplating a career in the automotive aftermarket?

DA: Ninety-nine percent of people in the automotive aftermarket are not builders or engineers. The aftermarket is a diverse world, and every type of career has a spot in it. Marketers, salespeople, IT specialist, truck drivers, managers, customer service reps, production labor, custodians, financial executives, project managers, and so much more. Two things that differ the aftermarket from any other industry is the "cool" factor, and the family feel. When people are brought together in an industry surrounded by an interest in a hobby, there's an awesome effect. The saying is, “You never work a day in your life if you love your job,” and that's a fact.

Fill out an HRIA-member spotlight form to highlight how your company is contributing to the hot-rod industry. Selected candidates are eligible to be featured on HRIA’s social media, SEMA News and future HRIA-member updates.

By Ashley Reyes

The SEMA Automotive Restoration Market Organization (ARMO) named Auto Custom Carpets as the council’s latest member spotlight company. In this week’s issue, company sales manager Randall Bates shares the company’s breakthrough moment and latest projects.

SEMA: Tell us the story of your business. How did you start?

Randall Bates: Auto Custom Carpets (ACC) was founded by Jack Holland and incorporated in October of 1977. Holland had been in the auto trim business for many years before starting ACC. He started out by purchasing the carpet used in the molding operation from OEM suppliers such as Collins & Aikman, J.P. Stevens and Masland. In April of 1984 he purchased Academy Carpets, Inc. in Dalton, GA, and began tufting his own carpet. In January of 1986 he purchased the plant that was formerly operated by the Automotive Division of E.T. Barwick Mills.

For many years, this plant was a prime carpet supplier to General Motors and Chrysler Corp. Through the years ACC has made other acquisitions to become the largest producer of replacement automotive carpets in the world. Today, Auto Custom Carpets is led by President and CEO Ken Howell and employs over 180 workers across two states and five locations. Our corporate office is located in Oxford, AL. We also have three production facilities in Anniston and one in Lafayette, GA. We offer over 40,000 flooring applications to fit vehicles ranging from the 1940’s to current-day models. Each is offered in its original color and material and is custom made to meet or exceed OEM specifications.

SEMA: What was your breakthrough moment?

RB: ACC has made many acquisitions through the years with the purchase of Auto Carpet System and the Trim Parts carpet line being the leading edge of the advancement of the ACC brand. With those two companies coming under the ACC brand and style of operations, ACC has gained and maintained the dominant positioning in automotive flooring.

SEMA: Tell us about your business now in 2022 and what projects are you working on?

RB: In 2020 ACC bought and started renovations on a 186,000-sq.-ft building in Oxford, AL. This is a massive undertaking and is led by the COO Brad Williams. Operations will be moved in phases putting the majority of the ACC operations under one roof. While undertaking the renovations, ACC has seen an unprecedented increase in business over the last two years.

SEMA: Tell us about a particular project, product or build you are proud of.

RB: The product that ACC is proudest of isn’t one thing you can hold in hand. It’s the process of doing business day-in and day-out that they have created through the years. Every order is custom-made when it’s placed. ACC keeps zero stock, so at order entry they cut the carpet, mold it, place a heel pad, trim it, bind it and ship it, with most orders going out the door with 72 hours of order entry.

SEMA: What advice do you have for young professionals contemplating a career in the automotive aftermarket, particularly in the restoration segment?

RB: There are so many different roles to play in the restoration segment, not just the flashy parts like builders and YouTube stars driving cars around. There are roles that need to be filled and pay very well. Everything from welders, upholstery, electricians, accountants and computer programmers make up the restoration, hotrod and automotive aftermarket. The only advice is to find something you like to do and become the best at it. The automotive industry is vast, complex and is ever-changing, it’s also a great family to be a part of.

Fill out an ARMO-member spotlight form to highlight how your company is contributing to the specialty-equipment industry. Selected candidates are eligible to be featured on ARMO’s social media, SEMA News and future ARMO member updates.

By Ashley Reyes

Young automotive innovators are constantly creating new breakthroughs that advance the future of the specialty-equipment market. They hold a pioneering spirit for the automotive culture, create new industry demands, tackle problems with new technology, and foster a more competitive economy.

Matt Kossoff of Driven Lighting Group, winner of the 2021's Gen-III Innovator honor.

To honor an entrepreneurial individual who has made significant contributions to the automotive aftermarket, SEMA is accepting nominations for its prestigious Gen-III Innovator of the Year Award until July 15.  

A “Gen-III Innovator” is defined as a young, entrepreneurial individual, 40 years or younger that has succeeded within the area(s) of industry opportunities, advancement, best business practices, and technology or trends. If you know of a youthful innovator that excels in these criteria, highlight their achievements and transformational impact by telling SEMA why they deserved to be honored and recognized.   

Candidates should be nominated for their outstanding contributions during the past 12 months corresponding with the SEMA fiscal year, July 1, 2021–June 30, 2022. The award winner will be announced and celebrated during the SEMA Show Industry Awards Banquet in Las Vegas in November.  

SEMA Person of the Year, Channel Partner of the Year, and Manufacturer of the Year nominations are also being accepted at www.sema.org/awards.

By Ashley Reyes

Those at the National Street Rod Association’s (NSRA) Street Rod Nationals have an opportunity to take part in top-rated education through the SEMA Hot Rod Industry Alliance (HRIA) Education Days on August 4-5.

Taking place within the NSRA Street Rod Nationals in Louisville, Kentucky, HRIA Education Days is a unique program where builders learn directly from manufacturing brands and companies. Twelve manufacturers will present standard processes for working on hot rod projects, giving participants the unique opportunity to connect directly with manufacturers and learn about their product line.

The 2022 schedule includes 12 seminars, six seminars per day, each presented by a different manufacturer. This year’s presenting manufacturers and topics are:

• Flaming River: Steering Systems & Solutions
• Vintage Air: The Basics of Hot Rod and Muscle Car Air Conditioning
• Heidts: How to Choose the Best Suspension for Your Hot Rod
• Hushmat & ZyCoat: Heat is the Enemy of Speed, Performance & Comfort
• Driven Racing Oil: Oil & Storage: Preserving Your Engine
• Wilwood Brakes: Brake System Basics
• Ididit: Advancements in Push Start Ignitions and Installing a Safe Steering System
• Wizard: Automotive Detail and Ceramic Coating
• RideTech: Air Suspension Basics
• Inland Empire: Power Train Vibrations and How to Cure Them
• Borgeson: The Hook Up: Steering Linkage Connections & Components
• Powermaster: Alternators & Starters—Install it Right the First Time

Attendees are encouraged to reserve their seat early as seats can fill up fast. View the full seminar schedule and sign up for classes here.

By Ashley Reyes

Auto-shop students from schools around the United States are making final customizations to their Jeep Wrangler TJs and 3rd-Gen Toyota 4Runners, as part of the SEMA High School Vehicle Build Program.

Students from Career Center Highschool, work together to install a winch on an '01 Jeep Wrangler.

The program, which was put hold on 2020 due to COVID-19, uniquely connects high school automotive shop classes with specialty-equipment manufacturers' products to build one-of-a-kind customized vehicles. Five of the ten vehicles will be auctioned off in late July, while the remaining five will be auctioned off in late September via Bring-a-Trailer.

The 10 participating high schools are:

• Career Center Highschool, Winston Salem, North Carolina; ’01 Jeep Wrangler
• Comstock Highschool, Kalamazoo, Michigan; ’97 Toyota 4Runner
• John Hersey High School, Arlington Heights, Illinois; ’97 Toyota 4Runner
• McGavock High School, Nashville, Tennessee; ’04 Jeep Wrangler  
• Mon Valley Career & Technology High School, Charleroi, Pennsylvania; ’02 Jeep Wrangler  
• Omaha Public Schools Career Center, Omaha, Nebraska; ’96 Toyota 4Runner  
• R.L. Turner High School, Carrollton, Texas; ’97 Toyota 4Runner  
• Santa Fe ECO, Santa Fe, New Mexico; '22 Jeep Wrangler  
• Santa Ynez Valley Union High School, Santa Ynez, California; ’96 Toyota 4Runner  
• Wichita Falls Career Education Center, Wichita Falls, Texas; ’99 Jeep Wrangler  

Through the program, students are exposed to real-world, hands-on auto-tech skills while becoming engaged in the accessorization and customization lifestyle. The hands-on-learning opportunity will expose hundreds of students to the $50.9 billion automotive specialty-equipment industry.

The vehicles will be auctioned through the online platform and enthusiast community at Bring a Trailer.

More information is available at www.Bringatrailer.com.

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 45 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 2022 SEMA Show takes place November 1-4, at the Las Vegas Convention Center. To see the current floorplan, visit www.SEMAShow.com.

Exhibitors that would like to be part of the 2022 SEMA Show can get started at www.SEMAShow.com/buyabooth.

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

By SEMA Editors

Dodge Returns to the Carlisle Chrysler Nationals

Carlisle Events announced that Dodge will return for the 2022 Chrysler Nationals, July 15-17. Guests can explore the massive midway display from Dodge, plus enjoy time on the autocross track as part of automaker's Thrill Rides. In addition, product experts from Dodge will be on hand to talk shop, both at their display and during the “State of the Hobby” address.

Learn more about the “State of the Hobby” address, Dodge’s involvement, and the Carlisle Chrysler Nationals at www.CarlisleEvents.com.  

Gold Eagle Acquires Lubrication Specialties Inc.

Gold Eagle Co. announced that the company has acquired Lubrication Specialties Inc. (LSI), producers of several fuel and oil products for the automotive industry, including the Hot Shot’s Secret brand line. The Hot Shot’s Secret product line includes over 50 additives, specialty oils, coolants, and fluids sold in more than 30,000 retail stores nationwide.

Gold Eagle Co. announced that is will expand Hot Shot’s Secret into new distribution channels worldwide. As a single operating unit, more customers will gain access to LSI’s products, which are proven to increase fuel economy, improve horsepower, generate more torque, and help drivers save thousands on engine repairs.

According to Gold Eagle, the merger will not lead to downsizing or significant changes for the LSI team. All employees will retain their roles and position LSI for future growth in the local Morrow County economy.

Dale Pollak Named to NIADA’s Ring of Honor

Dale Pollak, founder of vAuto, and Cox Automotive executive vice president, has been selected as the newest member of the National Independent Automobile Dealers Association’s Ring of Honor, which recognizes industry leaders who have contributed to the professionalism and growth of the automobile industry through outstanding performance and leadership.

Pollak became the 33rd auto industry leader to be inducted into the Ring of Honor, NIADA’s highest award for non-dealers.

A New Australian Law Ensures Consumer Choice of Repairer

A recent law was passed in Australia to help provide an equal playing field for the independent automotive service and repair industry, and ensures consumers have a choice of repairer. The new law—The Motor Vehicle Information Scheme (MVIS)—compels vehicle manufacturers to provide all service and repair information to independent repairers at a fair market price.

Caption: From left to right: John Khoury (MTAA), Dr Andrew Leigh MP, Tony Weber (FCAI), Stuart Charity (AAAA), James Voortman (AADA)

“The law is a game-changer for thousands of independent workshops across the country who now have access to dealer level vehicle information for all brands sold in Australia, including software updates, wiring schematics, technical, security and EV information. This ensures workshops can compete in the market on a level playing field, and it future proofs their businesses,” said Stuart Charity, CEO of the Australian Automotive Aftermarket Association (AAAA).

The responsibility of the day-to-day operation of the scheme and access to manufacturer vehicle information is handled by the Australian Automotive Service and Repair Authority (AASRA). More information is available at www.aasra.com.au.

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.

Spy photographers caught one of the first looks at the '24 Silverado EV on the road.

After its official debut at the 2022 CES,  there’s been little to no info on the development of the vehicle. Unfortunately, the prototype seen in our shots doesn’t have the same stature as the RST that was shown in Vegas, but rather looks similar to the Avalanche circa 2010. Judging by its looks, this appears to be an LT model of the Silverado EV.

Chevy estimates that the Silverado EV will be able to achieve 400 miles on a single charge by using the largest Ultium battery pack in a production vehicle to date. Twin motors will power all four wheels, and 0-60 is said to be achieved in under 4.5 seconds. The Silverado EV will also be able to reclaim 100 miles of range within 10 minutes thanks to DC fast charging.

The Silverado EV will be built at GM’s Factory ZERO in Detroit and will likely hit dealer lots by mid 2023.

By SEMA Editors

Exhibitors of the 2022 SEMA Show are invited to expand their reach, product exposure and Show-floor presence by offering products to builders through the Products for Project-Vehicle Builders list. The list connects manufacturers with builders looking to create or complete a vehicle project.

The list, which will be updated in SEMA eNews, features product offers and contact information provided by confirmed SEMA Show exhibitors. Builders interested in obtaining a product use the information to contact exhibitors directly. With each project vehicle required to be supported by a current 2022 SEMA Show exhibitor, all product-placement decisions, negotiations and agreements are the responsibility of the exhibiting manufacturer and the builder.

The list is open to exhibitors of the 2022 SEMA Show only. To be included in the list, complete the form.

Exhibitors: Each submission will appear on a first-come, first-served basis. As participation increases, all submissions will also be archived on www.SEMAShow.com.

Note: For verification purposes, the Project-Vehicle Builders form must be used to participate in the program; email submissions will not be included in the list. Participation in the list does not guarantee product or vehicle placement at the 2022 SEMA Show.

View the Products for Project-Vehicle Builders list.