Ed Iskenderian and Alex Xydias (background) were just two of many motor legends who gathered at last year's SEMA Installation Banquet & Gala Fundraiser.

An exclusive SEMA Hall of Fame VIP area sponsored by Source Interlink Media is bringing several members of the esteemed group together during the 2010 SEMA Show ‘N Shine, Saturday, July 24, 10:00 a.m.–4:00 p.m. at the Pasadena Convention Center, Pasadena, California.

Dating back more than 40 years, the SEMA Hall of Fame is an elite group consisting of individuals who have made extraordinary contributions to the industry. It is considered by many to be the most prestigious honor anyone can receive from SEMA.

While the Hall of Famers will mingle amongst themselves in the VIP area, they also will be strolling the car show, meeting with visitors and signing autographs throughout the day.

“Source Interlink Media has been a long-time supporter of SEMA,” said Ron Funfar, 2007 SEMA Hall of Fame inductee and president of Hedman Hedders/Trans-Dapt. “Doug Evans, Ira Gabriel and their respective groups have once again come through for us by sponsoring the SEMA Hall of Fame VIP area. It’s rare to be able to get more than a handful of SEMA Hall of Famers together in one place at one time. We’re excited to be able to create this special area for them and have everyone at the Show ‘N Shine be able to join us in honoring and showcasing these luminaries."

Source Interlink Media publishes more than 50 leading automotive enthusiast magazine titles, including Hot Rod, Import Tuner, Automobile, Motor Trend, Super Street, Motorcyclist, Truckin’ and Truck Trend. Several of Source Interlink Media’s leading editors will be at the Show ‘N Shine, along with a display of feature vehicles from the group.

The Show ‘N Shine is a charity car show, with proceeds benefiting two children’s charities: Childhelp and Victory Junction Gang Camp. The event will be held in conjunction with the third annual SEMA Cares Pinewood Drag Races, which is also a fundraiser benefiting the two charities.

To enter a vehicle into the car show, visit www.sema.org/shownshine or contact Mike Clark at 702/450-7662, ext. 108. To attend the event, tickets are $5 per person with kids 12 and under free of charge. Tickets will be available at the door.

Ed Iskenderian and Alex Xydias (background) were just two of many motor legends who gathered at last year's SEMA Installation Banquet & Gala Fundraiser.

An exclusive SEMA Hall of Fame VIP area sponsored by Source Interlink Media is bringing several members of the esteemed group together during the 2010 SEMA Show ‘N Shine, Saturday, July 24, 10:00 a.m.–4:00 p.m. at the Pasadena Convention Center, Pasadena, California.

Dating back more than 40 years, the SEMA Hall of Fame is an elite group consisting of individuals who have made extraordinary contributions to the industry. It is considered by many to be the most prestigious honor anyone can receive from SEMA.

While the Hall of Famers will mingle amongst themselves in the VIP area, they also will be strolling the car show, meeting with visitors and signing autographs throughout the day.

“Source Interlink Media has been a long-time supporter of SEMA,” said Ron Funfar, 2007 SEMA Hall of Fame inductee and president of Hedman Hedders/Trans-Dapt. “Doug Evans, Ira Gabriel and their respective groups have once again come through for us by sponsoring the SEMA Hall of Fame VIP area. It’s rare to be able to get more than a handful of SEMA Hall of Famers together in one place at one time. We’re excited to be able to create this special area for them and have everyone at the Show ‘N Shine be able to join us in honoring and showcasing these luminaries."

Source Interlink Media publishes more than 50 leading automotive enthusiast magazine titles, including Hot Rod, Import Tuner, Automobile, Motor Trend, Super Street, Motorcyclist, Truckin’ and Truck Trend. Several of Source Interlink Media’s leading editors will be at the Show ‘N Shine, along with a display of feature vehicles from the group.

The Show ‘N Shine is a charity car show, with proceeds benefiting two children’s charities: Childhelp and Victory Junction Gang Camp. The event will be held in conjunction with the third annual SEMA Cares Pinewood Drag Races, which is also a fundraiser benefiting the two charities.

To enter a vehicle into the car show, visit www.sema.org/shownshine or contact Mike Clark at 702/450-7662, ext. 108. To attend the event, tickets are $5 per person with kids 12 and under free of charge. Tickets will be available at the door.

Ed Iskenderian and Alex Xydias (background) were just two of many motor legends who gathered at last year's SEMA Installation Banquet & Gala Fundraiser.

An exclusive SEMA Hall of Fame VIP area sponsored by Source Interlink Media is bringing several members of the esteemed group together during the 2010 SEMA Show ‘N Shine, Saturday, July 24, 10:00 a.m.–4:00 p.m. at the Pasadena Convention Center, Pasadena, California.

Dating back more than 40 years, the SEMA Hall of Fame is an elite group consisting of individuals who have made extraordinary contributions to the industry. It is considered by many to be the most prestigious honor anyone can receive from SEMA.

While the Hall of Famers will mingle amongst themselves in the VIP area, they also will be strolling the car show, meeting with visitors and signing autographs throughout the day.

“Source Interlink Media has been a long-time supporter of SEMA,” said Ron Funfar, 2007 SEMA Hall of Fame inductee and president of Hedman Hedders/Trans-Dapt. “Doug Evans, Ira Gabriel and their respective groups have once again come through for us by sponsoring the SEMA Hall of Fame VIP area. It’s rare to be able to get more than a handful of SEMA Hall of Famers together in one place at one time. We’re excited to be able to create this special area for them and have everyone at the Show ‘N Shine be able to join us in honoring and showcasing these luminaries."

Source Interlink Media publishes more than 50 leading automotive enthusiast magazine titles, including Hot Rod, Import Tuner, Automobile, Motor Trend, Super Street, Motorcyclist, Truckin’ and Truck Trend. Several of Source Interlink Media’s leading editors will be at the Show ‘N Shine, along with a display of feature vehicles from the group.

The Show ‘N Shine is a charity car show, with proceeds benefiting two children’s charities: Childhelp and Victory Junction Gang Camp. The event will be held in conjunction with the third annual SEMA Cares Pinewood Drag Races, which is also a fundraiser benefiting the two charities.

To enter a vehicle into the car show, visit www.sema.org/shownshine or contact Mike Clark at 702/450-7662, ext. 108. To attend the event, tickets are $5 per person with kids 12 and under free of charge. Tickets will be available at the door.

Ed Iskenderian and Alex Xydias (background) were just two of many motor legends who gathered at last year's SEMA Installation Banquet & Gala Fundraiser.

An exclusive SEMA Hall of Fame VIP area sponsored by Source Interlink Media is bringing several members of the esteemed group together during the 2010 SEMA Show ‘N Shine, Saturday, July 24, 10:00 a.m.–4:00 p.m. at the Pasadena Convention Center, Pasadena, California.

Dating back more than 40 years, the SEMA Hall of Fame is an elite group consisting of individuals who have made extraordinary contributions to the industry. It is considered by many to be the most prestigious honor anyone can receive from SEMA.

While the Hall of Famers will mingle amongst themselves in the VIP area, they also will be strolling the car show, meeting with visitors and signing autographs throughout the day.

“Source Interlink Media has been a long-time supporter of SEMA,” said Ron Funfar, 2007 SEMA Hall of Fame inductee and president of Hedman Hedders/Trans-Dapt. “Doug Evans, Ira Gabriel and their respective groups have once again come through for us by sponsoring the SEMA Hall of Fame VIP area. It’s rare to be able to get more than a handful of SEMA Hall of Famers together in one place at one time. We’re excited to be able to create this special area for them and have everyone at the Show ‘N Shine be able to join us in honoring and showcasing these luminaries."

Source Interlink Media publishes more than 50 leading automotive enthusiast magazine titles, including Hot Rod, Import Tuner, Automobile, Motor Trend, Super Street, Motorcyclist, Truckin’ and Truck Trend. Several of Source Interlink Media’s leading editors will be at the Show ‘N Shine, along with a display of feature vehicles from the group.

The Show ‘N Shine is a charity car show, with proceeds benefiting two children’s charities: Childhelp and Victory Junction Gang Camp. The event will be held in conjunction with the third annual SEMA Cares Pinewood Drag Races, which is also a fundraiser benefiting the two charities.

To enter a vehicle into the car show, visit www.sema.org/shownshine or contact Mike Clark at 702/450-7662, ext. 108. To attend the event, tickets are $5 per person with kids 12 and under free of charge. Tickets will be available at the door.

Ed Iskenderian and Alex Xydias (background) were just two of many motor legends who gathered at last year's SEMA Installation Banquet & Gala Fundraiser.

An exclusive SEMA Hall of Fame VIP area sponsored by Source Interlink Media is bringing several members of the esteemed group together during the 2010 SEMA Show ‘N Shine, Saturday, July 24, 10:00 a.m.–4:00 p.m. at the Pasadena Convention Center, Pasadena, California.

Dating back more than 40 years, the SEMA Hall of Fame is an elite group consisting of individuals who have made extraordinary contributions to the industry. It is considered by many to be the most prestigious honor anyone can receive from SEMA.

While the Hall of Famers will mingle amongst themselves in the VIP area, they also will be strolling the car show, meeting with visitors and signing autographs throughout the day.

“Source Interlink Media has been a long-time supporter of SEMA,” said Ron Funfar, 2007 SEMA Hall of Fame inductee and president of Hedman Hedders/Trans-Dapt. “Doug Evans, Ira Gabriel and their respective groups have once again come through for us by sponsoring the SEMA Hall of Fame VIP area. It’s rare to be able to get more than a handful of SEMA Hall of Famers together in one place at one time. We’re excited to be able to create this special area for them and have everyone at the Show ‘N Shine be able to join us in honoring and showcasing these luminaries."

Source Interlink Media publishes more than 50 leading automotive enthusiast magazine titles, including Hot Rod, Import Tuner, Automobile, Motor Trend, Super Street, Motorcyclist, Truckin’ and Truck Trend. Several of Source Interlink Media’s leading editors will be at the Show ‘N Shine, along with a display of feature vehicles from the group.

The Show ‘N Shine is a charity car show, with proceeds benefiting two children’s charities: Childhelp and Victory Junction Gang Camp. The event will be held in conjunction with the third annual SEMA Cares Pinewood Drag Races, which is also a fundraiser benefiting the two charities.

To enter a vehicle into the car show, visit www.sema.org/shownshine or contact Mike Clark at 702/450-7662, ext. 108. To attend the event, tickets are $5 per person with kids 12 and under free of charge. Tickets will be available at the door.

Luanne Brown, president and CEO of eTool Developers, provided a roadmap on how to select the ideal web designer during the SEMA webinar presentation, "How to Select and Prepare for a Web Designer." The process that Brown outlined concentrates on two main areas: preparing for a web designer by conducting thorough research of a company's needs and selecting a designer based on building a team best suited to meet the needs identified. Access the entire presentation here.

One of the basics of a site launch or redesign is having a plan and fully identifying what you want the website to achieve. Is it's main purpose to increase sales? Offer product information? Attract new business partners? Before a company can select a web developer, it needs to prepare for the web developer. Listed below are just some of the factors to address prior to launching or redesigning a website.

Preparing for a Web Designer

According to Brown, most often, people looking to redesign their websites are doing so for one main purpose: to sell more products. However, aside from determining the main goal of a site, Brown also urges companies to think about secondary goals for the site, which can range from company branding and communication to providing how-to videos for your products.

It is also important to incorporate your marketing goals and objectives—what Brown refers to as a company's offline plan—with what you plan to do online. "Goals describe future, expected outcome. Goals focus on the end rather than the means," said Brown. Always stay focused on the reasons and purpose for creating or redesigning the website throughout the development process.

"I have always felt that your best online plan is your offline plan," said Brown. "Integrating your goals and objectives from your offline marketing plan enhances your web goals and objectives."

Content is also something that companies need to thoroughly plan prior to bringing in a designer. Brown says to identify the type of content you intend to use on your site. List all types of content you plan to include, such as text, logos, images, product catalogs, in-site search engines, shopping carts, online registration forms, etc.

"One of the biggest reasons people are not satisfied with their site's results," Brown shares, "is because they did not plan properly."

Selecting a Web Designer

With the plan in place and the purpose of the website identified, selecting the appropriate designer is the next step. Brown suggests starting the research for web designers by compiling a list of design candidates. She also says that examining a competitor's website to find out who did the design can provide an idea of where to start. Conducting a Google or Yahoo search for web designers is another good way to get the process started.

"Examine the work of the design firms on your list," said Brown. "Even though you are not an expert, you should be able to tell by a careful examination of a live website that the site was created by someone who knew what they were doing."

You can pinpoint strengths and weakness simply by using an existing site and determining if it was easy to use and provided the appropriate information or resources.

Brown outlined the following questions while examining the existing work of potential designers:

• Is the website optimized for search engine detection?
• Does the website contain relevant content and make proper use of keywords and phrases?
• What site strengths and weaknesses did you identify during your usability tests?

When the list is narrowed for a few candidates, Brown suggests contacting your prospects and sharing with them the specific goals you are trying to accomplish and the types of content you want included in your website. It is also important to ask for a detailed quote that includes a summary of the project and a description of the web design and development process, which includes the specific solutions for your business.

"It's important to share information, marketing plans, business goals and the direction your company is going with the designer," explained Brown. "You join together as a team, and what happens is that you take pride and ownership of the project and your website as well."

For the complete process of preparing and selecting a web designer, including Brown's questions to ask potential developers and how to evaluate and compare the quotes you receive, download the entire presentation here.

SEMA's Webinar Program

The SEMA webinar series delivers industry-focused educational sessions straight to the desktops of SEMA-member companies and their employees. With topics ranging from economic outlook to sales to aftermarket industry trends, members can participate live or download sessions that are specific to a company’s needs.

To learn more about the SEMA webinars or to view past webinar presentations, visit www.sema.org/webinar.

Luanne Brown, president and CEO of eTool Developers, provided a roadmap on how to select the ideal web designer during the SEMA webinar presentation, "How to Select and Prepare for a Web Designer." The process that Brown outlined concentrates on two main areas: preparing for a web designer by conducting thorough research of a company's needs and selecting a designer based on building a team best suited to meet the needs identified. Access the entire presentation here.

One of the basics of a site launch or redesign is having a plan and fully identifying what you want the website to achieve. Is it's main purpose to increase sales? Offer product information? Attract new business partners? Before a company can select a web developer, it needs to prepare for the web developer. Listed below are just some of the factors to address prior to launching or redesigning a website.

Preparing for a Web Designer

According to Brown, most often, people looking to redesign their websites are doing so for one main purpose: to sell more products. However, aside from determining the main goal of a site, Brown also urges companies to think about secondary goals for the site, which can range from company branding and communication to providing how-to videos for your products.

It is also important to incorporate your marketing goals and objectives—what Brown refers to as a company's offline plan—with what you plan to do online. "Goals describe future, expected outcome. Goals focus on the end rather than the means," said Brown. Always stay focused on the reasons and purpose for creating or redesigning the website throughout the development process.

"I have always felt that your best online plan is your offline plan," said Brown. "Integrating your goals and objectives from your offline marketing plan enhances your web goals and objectives."

Content is also something that companies need to thoroughly plan prior to bringing in a designer. Brown says to identify the type of content you intend to use on your site. List all types of content you plan to include, such as text, logos, images, product catalogs, in-site search engines, shopping carts, online registration forms, etc.

"One of the biggest reasons people are not satisfied with their site's results," Brown shares, "is because they did not plan properly."

Selecting a Web Designer

With the plan in place and the purpose of the website identified, selecting the appropriate designer is the next step. Brown suggests starting the research for web designers by compiling a list of design candidates. She also says that examining a competitor's website to find out who did the design can provide an idea of where to start. Conducting a Google or Yahoo search for web designers is another good way to get the process started.

"Examine the work of the design firms on your list," said Brown. "Even though you are not an expert, you should be able to tell by a careful examination of a live website that the site was created by someone who knew what they were doing."

You can pinpoint strengths and weakness simply by using an existing site and determining if it was easy to use and provided the appropriate information or resources.

Brown outlined the following questions while examining the existing work of potential designers:

• Is the website optimized for search engine detection?
• Does the website contain relevant content and make proper use of keywords and phrases?
• What site strengths and weaknesses did you identify during your usability tests?

When the list is narrowed for a few candidates, Brown suggests contacting your prospects and sharing with them the specific goals you are trying to accomplish and the types of content you want included in your website. It is also important to ask for a detailed quote that includes a summary of the project and a description of the web design and development process, which includes the specific solutions for your business.

"It's important to share information, marketing plans, business goals and the direction your company is going with the designer," explained Brown. "You join together as a team, and what happens is that you take pride and ownership of the project and your website as well."

For the complete process of preparing and selecting a web designer, including Brown's questions to ask potential developers and how to evaluate and compare the quotes you receive, download the entire presentation here.

SEMA's Webinar Program

The SEMA webinar series delivers industry-focused educational sessions straight to the desktops of SEMA-member companies and their employees. With topics ranging from economic outlook to sales to aftermarket industry trends, members can participate live or download sessions that are specific to a company’s needs.

To learn more about the SEMA webinars or to view past webinar presentations, visit www.sema.org/webinar.

SEMA members participating in the SEMA-CIAPE Business Development Conference will be paired with relevant Chinese buyers in up to a dozen private, pre-scheduled meetings.

Light-vehicle sales in China rose 53% in the first five months of the year to nearly 7.2 million units, according to J.D. Power and Associates. It’s hard to ignore that kind of momentum. Some SEMA members aren’t. They are headed to Beijing in late September for the SEMA-CIAPE Business Development Conference. Many see it as a good opportunity to learn more about the China market.

The July 16 deadline to register for the event is fast approaching. SEMA members who register by July 16 can take advantage of a low-cost, high-impact networking opportunity for top Chinese buyers and leading SEMA-member manufacturers. Rates increase 25% after July 16.

High-performance suspension product maker Eibach Springs will be in Beijing. “Eibach has always supported the growth of potential and emerging markets," said Gary Peek, senior vice president of sales and marketing at the Corona, California-based company. "We see both of those in capital letters in China."

Participating SEMA members will be paired with relevant Chinese buyers in up to a dozen private, pre-scheduled meetings. One-on-one meetings with potential Chinese partners at this ground-breaking event will allow you to get to know them and the market.

Holley Performance Products of Bowling Green, Kentucky, is taking part in the conference. “Our primary goal is to test the water, gauge the China market and how much interest there is in the performance market,” said Gang Chen, the chief China representative for Holley Performance Products.

The company is on a “fact-finding mission,” said Lisa Mitchell, director of corporate purchasing. Holley makes a wide variety of aftermarket automotive engine parts. It already sources from China; now it is considering selling there, too.

“We want to grow the business," Mitchell said. "We haven’t gone after export; now we’re in a growth mode."

Getting to know the China market better is one of his goals at the conference, said Kirk Miller, vice president of sales and marketing for SEMA-member AEM Performance Electronics. AEM makes engine management systems, sensors and fuel-delivery systems.

“We want to get a better lay of the land, know where the hotspots are, what our pricing strategy in China should be and how to get products to consumers,” said Miller.

Two hot growth segments with promise for SEMA members are luxury cars and SUVs. Sales remained strong for both in the first five months of this year. Luxury car sales rose 64%, according to J.D. Power, to 169,593 units. SUV sales shot up 128% in the first five months compared to the same period in 2009 to more than 600,000 units.

Those numbers point to future sales in China, said SEMA Chairman-Elect Paul "Scooter" Brothers of Comp Performance Group. “Our philosophy at all of our Comp companies is to keep an eye on the future markets,” he said.

Comp Performance Group companies make products ranging from cams and valvetrains to driveline components and electric fuel-injection boxes. Getting into the China market early can give Comp companies a competitive advantage there, said Brothers.

“We want to begin to establish some visibility among the high-performance crowd,” Brothers said. “If you can establish a relationship with players in the high-performance world, it will be easy to cultivate those along the way."

If a company waits until the market is more developed, it could be too late, Brothers added. “Overnight it is going to develop and just be there,” he said. “Those of us who have products ready will be able to take advantage of that.”

The SEMA trip offers the kind of hands-on opportunity that is vital to developing a new market, said Eibach’s Peek.

“We see and hear statistics,” he said. “[But] when you hear and talk to the people, you find out what the market is made of. We want to observe first-hand the actual growth and condition of the market, to ensure our product applications and distribution channel is effective.”

Other SEMA members can do the same.

For more information, visit www.sema.org/china or contact Linda Spencer lindas@sema.org.

SEMA members participating in the SEMA-CIAPE Business Development Conference will be paired with relevant Chinese buyers in up to a dozen private, pre-scheduled meetings.

Light-vehicle sales in China rose 53% in the first five months of the year to nearly 7.2 million units, according to J.D. Power and Associates. It’s hard to ignore that kind of momentum. Some SEMA members aren’t. They are headed to Beijing in late September for the SEMA-CIAPE Business Development Conference. Many see it as a good opportunity to learn more about the China market.

The July 16 deadline to register for the event is fast approaching. SEMA members who register by July 16 can take advantage of a low-cost, high-impact networking opportunity for top Chinese buyers and leading SEMA-member manufacturers. Rates increase 25% after July 16.

High-performance suspension product maker Eibach Springs will be in Beijing. “Eibach has always supported the growth of potential and emerging markets," said Gary Peek, senior vice president of sales and marketing at the Corona, California-based company. "We see both of those in capital letters in China."

Participating SEMA members will be paired with relevant Chinese buyers in up to a dozen private, pre-scheduled meetings. One-on-one meetings with potential Chinese partners at this ground-breaking event will allow you to get to know them and the market.

Holley Performance Products of Bowling Green, Kentucky, is taking part in the conference. “Our primary goal is to test the water, gauge the China market and how much interest there is in the performance market,” said Gang Chen, the chief China representative for Holley Performance Products.

The company is on a “fact-finding mission,” said Lisa Mitchell, director of corporate purchasing. Holley makes a wide variety of aftermarket automotive engine parts. It already sources from China; now it is considering selling there, too.

“We want to grow the business," Mitchell said. "We haven’t gone after export; now we’re in a growth mode."

Getting to know the China market better is one of his goals at the conference, said Kirk Miller, vice president of sales and marketing for SEMA-member AEM Performance Electronics. AEM makes engine management systems, sensors and fuel-delivery systems.

“We want to get a better lay of the land, know where the hotspots are, what our pricing strategy in China should be and how to get products to consumers,” said Miller.

Two hot growth segments with promise for SEMA members are luxury cars and SUVs. Sales remained strong for both in the first five months of this year. Luxury car sales rose 64%, according to J.D. Power, to 169,593 units. SUV sales shot up 128% in the first five months compared to the same period in 2009 to more than 600,000 units.

Those numbers point to future sales in China, said SEMA Chairman-Elect Paul "Scooter" Brothers of Comp Performance Group. “Our philosophy at all of our Comp companies is to keep an eye on the future markets,” he said.

Comp Performance Group companies make products ranging from cams and valvetrains to driveline components and electric fuel-injection boxes. Getting into the China market early can give Comp companies a competitive advantage there, said Brothers.

“We want to begin to establish some visibility among the high-performance crowd,” Brothers said. “If you can establish a relationship with players in the high-performance world, it will be easy to cultivate those along the way."

If a company waits until the market is more developed, it could be too late, Brothers added. “Overnight it is going to develop and just be there,” he said. “Those of us who have products ready will be able to take advantage of that.”

The SEMA trip offers the kind of hands-on opportunity that is vital to developing a new market, said Eibach’s Peek.

“We see and hear statistics,” he said. “[But] when you hear and talk to the people, you find out what the market is made of. We want to observe first-hand the actual growth and condition of the market, to ensure our product applications and distribution channel is effective.”

Other SEMA members can do the same.

For more information, visit www.sema.org/china or contact Linda Spencer lindas@sema.org.

SEMA members participating in the SEMA-CIAPE Business Development Conference will be paired with relevant Chinese buyers in up to a dozen private, pre-scheduled meetings.

Light-vehicle sales in China rose 53% in the first five months of the year to nearly 7.2 million units, according to J.D. Power and Associates. It’s hard to ignore that kind of momentum. Some SEMA members aren’t. They are headed to Beijing in late September for the SEMA-CIAPE Business Development Conference. Many see it as a good opportunity to learn more about the China market.

The July 16 deadline to register for the event is fast approaching. SEMA members who register by July 16 can take advantage of a low-cost, high-impact networking opportunity for top Chinese buyers and leading SEMA-member manufacturers. Rates increase 25% after July 16.

High-performance suspension product maker Eibach Springs will be in Beijing. “Eibach has always supported the growth of potential and emerging markets," said Gary Peek, senior vice president of sales and marketing at the Corona, California-based company. "We see both of those in capital letters in China."

Participating SEMA members will be paired with relevant Chinese buyers in up to a dozen private, pre-scheduled meetings. One-on-one meetings with potential Chinese partners at this ground-breaking event will allow you to get to know them and the market.

Holley Performance Products of Bowling Green, Kentucky, is taking part in the conference. “Our primary goal is to test the water, gauge the China market and how much interest there is in the performance market,” said Gang Chen, the chief China representative for Holley Performance Products.

The company is on a “fact-finding mission,” said Lisa Mitchell, director of corporate purchasing. Holley makes a wide variety of aftermarket automotive engine parts. It already sources from China; now it is considering selling there, too.

“We want to grow the business," Mitchell said. "We haven’t gone after export; now we’re in a growth mode."

Getting to know the China market better is one of his goals at the conference, said Kirk Miller, vice president of sales and marketing for SEMA-member AEM Performance Electronics. AEM makes engine management systems, sensors and fuel-delivery systems.

“We want to get a better lay of the land, know where the hotspots are, what our pricing strategy in China should be and how to get products to consumers,” said Miller.

Two hot growth segments with promise for SEMA members are luxury cars and SUVs. Sales remained strong for both in the first five months of this year. Luxury car sales rose 64%, according to J.D. Power, to 169,593 units. SUV sales shot up 128% in the first five months compared to the same period in 2009 to more than 600,000 units.

Those numbers point to future sales in China, said SEMA Chairman-Elect Paul "Scooter" Brothers of Comp Performance Group. “Our philosophy at all of our Comp companies is to keep an eye on the future markets,” he said.

Comp Performance Group companies make products ranging from cams and valvetrains to driveline components and electric fuel-injection boxes. Getting into the China market early can give Comp companies a competitive advantage there, said Brothers.

“We want to begin to establish some visibility among the high-performance crowd,” Brothers said. “If you can establish a relationship with players in the high-performance world, it will be easy to cultivate those along the way."

If a company waits until the market is more developed, it could be too late, Brothers added. “Overnight it is going to develop and just be there,” he said. “Those of us who have products ready will be able to take advantage of that.”

The SEMA trip offers the kind of hands-on opportunity that is vital to developing a new market, said Eibach’s Peek.

“We see and hear statistics,” he said. “[But] when you hear and talk to the people, you find out what the market is made of. We want to observe first-hand the actual growth and condition of the market, to ensure our product applications and distribution channel is effective.”

Other SEMA members can do the same.

For more information, visit www.sema.org/china or contact Linda Spencer lindas@sema.org.