Chandra Proffitt Details Her Journey From Rock Bottom to CFO
By Chad Simon
Proffitt’s Resurrection Land Cruisers, located in Orchard City, Colorado, relaunched in 2016.
Chandra Proffitt never had it easy. She lost her mother at the age of 10 and was bounced around in foster care before running away at the age of 16. She became a drug addict and lived on the streets of Grand Junction, Colorado.
One morning, she woke up and decided she’d had enough. She took her dog and the clothes on her back and moved to Gunnison, Colorado, where she enrolled at Western State University to pursue her business degree. She graduated summa cum laude while raising her two children, whom she had unexpectedly conceived with her boyfriend while studying at the university. A year later, she left the father of her children and became a single mother.
Fearful that she wouldn’t be able to provide for her kids, Chandra decided to return to Grand Junction to start nursing school because she knew the degree was a hot commodity in the job market. There, during her first semester, she met Jeremiah Proffitt for dinner one night. Eight weeks later they married and moved to Powderhorn, Colorado. At that time, Jeremiah’s business, Proffitt’s Cruisers, had been bought out, but the company failed and dissolved, leaving Jeremiah with a huge hole in his heart.
“Before we knew it, he couldn’t help himself,” Chandra said. “He started building a Land Cruiser in the garage, and then another one. I told him, ‘You can’t not do this. You not going back to building Land Cruisers is like me saying I’m just going to go work at McDonald’s for the rest of my life. It would be a waste of an amazing thing. If you don’t share it with the world, you’re being selfish.’”
Jeremiah and Chandra resurrected the company in 2016 and fittingly renamed it Proffitt’s Resurrection Land Cruisers. At the time, Chandra was still pursuing her nursing degree. During the winter, she would snowmobile 16 mi. cross-country at 5:30 a.m., then get in her car and drive another 55 mi. to Delta Montrose Technical College. She would then drive back, snowmobile to her house, and drive another 15 mi. to the bus stop to pick up her kids. On days when the road was open, it wasn’t uncommon for her to put on more than 200 mi. a day in her car, driving between her home, the shop in Orchard City, the bus stop and the nursing school.
In 2017, she earned her bachelor of science in nursing with a 4.0 from Colorado Mesa University, and she’s now Proffitt’s Resurrection’s CFO. In 2019, she and Jeremiah’s “miracle baby” was born via in vitro fertilization, and the rest is history.
“I came to the automotive industry from rock bottom,” Chandra confessed. “Seventeen years ago, I was a homeless drug addict. I was in a bad place.”
Her story—which she shared during an education session at the 2021 SEMA Show—is an inspiring one about how she clawed her way out of the doldrums to become a respected businesswoman in a male-dominated industry.
Proffitt’s Resurrection
The Proffitt family: Jeremiah (left), Chandra (center), Lilian (second left), Atlas and Paden (right).
It was around the time Chandra finished her nursing degree that she began to help Jeremiah run the company. They had four employees. As was her nature, she tirelessly researched how to build a business from scratch. She credits self-help books, including The Seven Habits of Highly Effective People, which talks about getting in the driver’s seat of your life.
“I use terms like ‘the journey,’ ‘the road’ and ‘road blocks,’” she said. “It’s pretty easy to find the parallels in one’s life, because life is a journey. You can either let life drive you around, or you can get in the driver’s seat. I also talk about changing directions and how sometimes we think we’re going in the right direction and then something crazy happens and you can get into a mindset where a change is okay and you can kind of run with it.”
Proffitt’s Resurrection Land Cruisers began the same way the previous company did many years ago but with a new take on it, and customers were lining up to have their Land Cruisers restored, according to Chandra.
In 2017, just a year and a half after opening, Proffitt’s Resurrection went to the SEMA Show for the first time.
“When I first went to the SEMA Show, I learned about ‘Profit First,’which is one of the key tools that I use to run our finances,” Chandra said. “I learned that from Mike Michalowicz’s presentation at the 2017 SEMA Show, and I implemented that program within a month after returning from the Show.”
Chandra realizes that businesses operate differently, and Proffitt’s Resurrection is merely a case study of exactly how they implemented the practices that enabled them to pay off more than $100,000 of debt in the first 18 months.
“It was insane how this literally changed the trajectory of our business,” Chandra said. “Continuous improvement is one of our core values—and for myself personally. I’m always striving to continuously improve. I am constantly filling my brain with new information. When I was in a fledgling business, I wish somebody would have said, ‘Read this book right before you start, because it’s going to change the way you do things.’”
Chandra’s CFO mentor recommended the books Traction and Get a Grip, and that’s what introduced her to the Entrepreneurial Operating System, which is a set of concepts and practical tools designed to clarify, simplify and achieve a company’s vision. Chandra also referenced Toyota Way’s “Two Pillars of Continuous Improvement” and “Respect for People,” which are core values that Proffitt’s Resurrection tries to embody as a company.
Gaining Respect
Chandra Proffitt presented her “Power Steering: One Woman’s Success Story” at the 2021 SEMA Show in Las Vegas.
Chandra knows firsthand how difficult it is to be taken seriously as a woman in the automotive industry. When Jeremiah and Chandra first started Proffitt’s Resurrection, she got her hands dirty with the guys in the shop, which gained her a ton of respect because she wasn’t afraid to put in the hours.
“Our key employees in top management positions actually respect me as a person, and I become less of a woman and more of a peer,” Chandra said. “That has helped immensely, but I found that sometimes it’s easier for me to try to plant a seed than to be direct. Sometimes I’m not direct enough because I’ve experienced so many times when I made a suggestion and have been shot down. Then a couple of months later, some guy comes up and says the same thing that I’ve been saying for the last three months and it’s cool all of a sudden.”
Chandra is working on being more assertive about pushing her ideas through and accepting full responsibility if they don’t work out and taking credit if they do.
Becoming More Efficient
As an essential company, Proffitt’s Resurrection never slowed down due to COVID-19. Chandra used the influx of government funds to implement a full benefits package for her employees.
“There aren’t a lot of smaller shops that have a full benefits package,” she said. “We pay more than 50% for those services, and we do a 4% 401K match. We’re getting better employees because of that. We’ve instilled some loyalty, and our employees understand that we actually care about them, because being well, they’re feeling fulfilled and then they can do their jobs better.”
Now with 19 employees, hiring quality personnel has always been and will continue to be a challenge, according to Chandra. It’s important to try to get the right people in the right seats but also to let people go if it’s not working out.
“It’s difficult, and you have to ask yourself if it’s worthwhile trying to continue to train this person when you know they’re in the wrong position,” she said. “You have to weigh the pros and cons. We’ve made mistakes in that area, and the biggest mistake is keeping someone longer than we should have.”
Chandra is currently working on fine-tuning the company’s core processes—especially estimates—and becoming more efficient.
“Most of the really good automotive restoration shops won’t even provide an estimate because it’s so difficult to be on the money,” she said. “You never know on a project what you’re getting into until it’s back. We’re taking a 10,000-ft. view and determining which projects went well and why. What can we do to further increase production? How can we support production with the office personnel we have, and how can they facilitate a smoother flow of work through the shop? How can we make the experience better for our customers?”
Finishing projects strong, on time and closer to their estimate is what Proffitt’s Resurrection aims to do. If it can accomplish that, then it can bill for every hour and increase profitability from 6% to more than 20%, according to Chandra, who said she would like to increase both productivity and profit 4% to 5% in the next year to help with some of her benefits packages.
“We’ve got to increase efficiency so that I can pay for those programs,” she said. “We just want our customers to have a good experience from start to finish. We feel that if we have any weaknesses, it’s because we’re not finishing when we want to finish, and we want to fix that. We want people to not have to wait too long for their projects.”
Find a Mentor
Proffitt’s Resurrection has brought several custom-restored FJ Cruisers to the SEMA Show.
Chandra recommends that other small-business owners find mentors who provide specialized knowledge to help grow their companies. She also suggests reading some of the previously mentioned books.
“If you don’t set up your business right in the first place, the growing pains are so painful, and we haven’t been successful without an incredible number of growing pains,” she said. “When I’m hiring people, sometimes it’s nice to hire a newbie because they’re far more open-minded. You can mold them, and they ask questions. They’re not so solid and steadfast in their ways. It’s hard for people who are type A to ask if we can we do it a different way. Be able to step back and say, ‘I don’t know everything; maybe I should try to find an expert.’”
U.S. Representative Richard Hudson Visits Edelbrock
By Eric Snyder
Braden Liberg (left), Edelbrock’s director of compliance and calibration engineering, Rep. Hudson (center) and Todd Belcher pose for a picture after the Congressman’s meeting with Edelbrock employees.
What does a company do when its member of Congress is already an ally of the industry? That’s easy. Invite him or her to your business! While U.S. Representative Richard Hudson (R-NC) is a fierce defender of motorsports parts businesses and a longtime SEMA ally, a recent visit to Edelbrock provided the Congressman with a chance to see another side of the industry beyond racing.
Rep. Hudson visited Edelbrock’s facility in Sanford, North Carolina, and met with company employees. While SEMA has worked closely with Rep. Hudson to protect racing and motorsports parts businesses since 2016, the Congressman was interested in learning more about Edelbrock and the other facets of the industry, including the classic-car and restomod segments.
Edelbrock General Manager of East Operations Todd Belcher and Edelbrock Director of Compliance and Calibration Engineering Braden Liberg provided Rep. Hudson with a behind-the-scenes look at how the company manufactures its AVS-2 and Performer carburetors, EFI throttle bodies, pumps, regulators and several other products that are produced and assembled in Sanford. The Congressman also got a firsthand look at Edelbrock’s processes for assembly, quality control and packaging its products.
“I really enjoyed my tour,” Rep. Hudson said. “Edelbrock is an incredible company with a real legacy. I’m proud that this is happening right here in Sanford. I think the people in this community would be proud if they knew the kind of innovation and skill and the world-class products that are being made here.”
After the tour, Rep. Hudson spoke with Edelbrock’s employees. He talked about the importance of the automotive specialty-equipment aftermarket and discussed key issues he’s been working on that impact the industry. He spoke at length about the significance of the Recognizing the Protection of Motorsports Act of 2021 (RPM Act) and the importance of passing legislation that prohibits the regulation of race parts and combats government overreach.
“It’s important for us to have representatives who get involved,” Belcher said. “When someone from Washington makes a visit like this, it lets us know that they’re in it for the right reasons, not just to have a job in Washington.”
Rep. Hudson is the lead Republican co-sponsor of H.R. 3281, the RPM Act, and has championed the legislation in the House Energy & Commerce Committee. Rep. Hudson vocally pushed back against the EPA when it first claimed authority to regulate race parts, asking then-EPA Administrator Gina McCarthy if she was aware that the agency’s action would decimate the motorsports parts industry.
Rep. Hudson represents North Carolina’s Eighth Congressional District, which stretches from just outside of Charlotte to Fayetteville. Rep. Hudson’s district is in the heart of race country, where racing is a passion and the industry surrounding it employs thousands of his constituents. According to a study commissioned by the North Carolina Motorsports Association, racing generates more than $6 billion annually for the Tar Heel State’s economy and supports more than 27,000 jobs.
As a native of Charlotte, Rep. Hudson grew up watching NASCAR races on Sundays with family and is a passionate race fan to this day. He’s the only member of Congress who proudly displays the hood of a race car on a wall of his office in Washington.
Braden Liberg (left), Edelbrock’s director of compliance and calibration engineering, Rep. Hudson (center) and Todd Belcher pose for a picture after the Congressman’s meeting with Edelbrock employees.
There is no better way for SEMA members to develop a relationship with their federal and state lawmakers than inviting them to tour their businesses. SEMA makes it easy for member companies to develop relationships with their lawmakers through both congressional site visits and the Washington Rally, whereby SEMA members visit Washington, D.C., to lobby Congress.
For more information on planning your own Congressional District Site Visit, please contact Christian Robinson in the SEMA Government Affairs office at christianr@sema.org.
RPM Act: SEMA’s efforts to pass the Recognizing the Protection of Motorsports Act (RPM Act) have been backed by unprecedented grassroots support over the past year. The bipartisan, pro-motorsports, pro-business RPM Act will clarify that it is legal under the Clean Air Act to make emissions-related changes to convert a street vehicle into a dedicated race car. It will also confirm that it is legal to produce, market and install racing equipment. The legislation (H.R. 3281/S. 2736) is sponsored by Representatives Patrick McHenry (R-NC) and Raul Ruiz (D-CA) and Senators Richard Burr (R-NC) and Jon Tester (D-MT). The RPM Act enjoys solid bipartisan support, as H.R. 3281 has 109 co-sponsors (87 Republicans and 22 Democrats) and S. 2736 has 18 (12 Republicans and six Democrats). The industry and the enthusiast community sent Congress more than 1.5 million letters in support of the bill in 2021 before SEMA commenced a phone campaign to lawmakers, emphasizing the importance of the bill being passed.
National Monument Boundaries: President Biden signed SEMA-opposed proclamations to expand the boundaries for three National Monuments, including Grand Staircase-Escalante and Bears Ears National Monuments. The size of both monuments was reduced by President Trump in 2017. Biden’s action will restore the size of the Grand Staircase-Escalante National Monument and slightly expand the Bears Ears National Monument from its size prior to reduction. SEMA will monitor the new land-management plans triggered by this action to ensure that current off-road trails are not adversely impacted. National Monument designations frequently lead to the closure of existing off-road roads and trails. SEMA supports a collaborative approach when making major land-use decisions, including input from local citizens, elected leaders and other stakeholders.
STATE UPDATE
Massachusetts—License Plates: The Massachusetts Joint Transportation Committee passed a pair of SEMA-supported bills to allow year-of-manufacture (YOM) registration plates to be restored to their original colors and designs. Vehicles registered as antique may currently display YOM plates with DMV approval. DMV regulations state that the plates must be in original condition. The bills await consideration in the House Ways and Means Committee.
Massachusetts—Antique Vehicles: The Massachusetts Joint Transportation Committee passed a pair of SEMA-supported bills to exempt older antique vehicles from the state’s annual safety inspection requirement. The bills apply to vehicles at least 50 years old registered with antique or year-of-manufacture license plates and whose owners are members of recognized antique automobile clubs. Current law requires all vehicles to be inspected every year regardless of model year, including those registered as antiques. The bills await consideration in the House Ways and Means Committee.
After two long years of waiting, the SEMA Show has finally returned. SEMA concluded its annual industry trade show on Friday, November 5, 2021, marking the first large-scale automotive show to be held since the onset of the COVID-19 pandemic began in the spring of 2020.
“The industry was clearly excited to be back in-person at the SEMA Show, both to capture business opportunities and to network and celebrate the world’s greatest collection of innovation on wheels,” said Chris Kersting, SEMA president and CEO. “Our industry was waiting to reconnect and the SEMA Show was a welcome homecoming after nearly two years apart.”
More than 100,000 attendees, 1,400 exhibitors, 1,000 Show vehicles and international media participated in the first full-facility event at the newly expanded Las Vegas Convention Center, which occupied 4.6 million sq. ft. of convention space with an additional 2.2 million sq. ft. of outdoor space.
“By any measure, the return of 2021 SEMA Show was historic, and the commitment and support of the industry for a live trade event were on full display,” said Tom Gattuso, SEMA vice president of events. “We’re extremely proud we were able to deliver exhibitors, attendees and media a truly impactful Show.”
At the 2021 SEMA Show, manufacturers unveiled new project vehicles, celebrities revealed high-profile restyles, and exhibitors showed off their latest innovations. Celebrities and their vehicles were out in force at the SEMA Show, including Ant Anstead, host of “Celebrity IOU: Joyride,” showcasing a custom ’62 Buick that had been converted into an electric car in collaboration with American actor James Marsden.
Participation by OE vehicle manufacturers continued to grow at the 2021 Show, with a variety of custom builds that were among the Show’s most talked-about attractions. Comedian Jay Leno helped unveil a ’69 Ford Mustang restoration for singer Keith Urban in the Ford exhibit, and actor Sung Kang unveiled his Datsun 240z “Safari” in the Nissan booth. Not to be outdone, Toyota introduced their “TacoZilla” Tacoma truck camper; Chevy brought their “Chevy Beast,” a concept vision of the ultimate in high-performance desert running; Mopar debuted two customized concept trucks; and Lexus hosted the North American show premiere of the new LXF Sport SUV.
The trade-only SEMA Show reunited manufacturers and buyers to experience the latest vehicle customization innovations to bring to customers in 2022. In addition, an expanded SEMA Education program delivered attendees the latest insights into industry trends, marketing concepts, trade skills and emerging tech.
A noticeable trend at this year’s SEMA Show was increased industry interest in electrification and electrified vehicles (EVs). Whether it was a modification for a new electrification or the ability to modify an ICE vehicle with a new electric motor, exhibitors and builders demonstrated the growth of the EV market. A number of EV equipment manufacturers and conversion companies were among the exhibitors in SEMA Electrified—the Show’s all-electric vehicle exhibit—including a host of EVs and products designed for modifying them or converting vehicles to electric power.
“Our industry has embraced electrification,” said Gattuso. “We saw electric vehicles and electrification products in every Show hall. Cutting-edge products and technologies you see at the SEMA Show often become standard and mainstream three to five years after debuting at the Show.”
Other SEMA Show attractions included the largest collection of Chip Foose-built vehicles featured in a special corral that highlighted some of the most influential and important vehicles created at Foose Design; a display of more than 50 off-road racing vehicles ranging from motorcycles to trophy trucks in SCORE’s Baja 1000 Experience; an exclusive West Coast Customs-edition wide-body kit on a Dodge Charger and a Dodge Challenger in the West Coast Customs Experience; and interactive driving demonstrations in the Hoonigan Burnyard Bash and the Ford Out Front exhibition.
What follows in these pages is a pictorial recap of highlights from the 2021 SEMA Show.
SEMA Middle East Trip to the United Arab Emirates and Saudi Arabia Set for March 2022
By Linda Spencer
Fees start at $4,600 for participants on the SEMA Middle East trip taking the U.S. government grant. Included is a turnkey booth at the Dubai-based Custom Show Emirates, seven nights hotel, all meals and the flight from Dubai to Riyadh. More information is available at www.sema.org/middleeast.
SEMA is organizing the first overseas business development trip since COVID-related travel restrictions were imposed with an upcoming seven-day trip in March 2022 to the United Arab Emirates (UAE) and neighboring Saudi Arabia. Once again, a delegation of SEMA-member manufacturers will head to a promising region to meet with pre-vetted trade buyers, exhibit at the region’s largest automotive-specialty equipment show and see the market firsthand.
On a typical trip (this will be SEMA’s ninth to the region), approximately half of the manufacturers participating already have customers in the UAE and surrounding countries. The other 50% are traveling to the region for the first time.
The trip is designed for both first-timers and those looking to deepen their relationships and knowledge of the market. Dan Muldowney, CEO of Motorsports Fuel and Equipment/Race Gas, participated on the 2019 trip. He enjoyed visiting the market for the first time and saw the potential for his company and other SEMA members.
“We were impressed with how enthusiastic and eclectic the car culture is in the Middle East,” Muldowney said. “We saw everything from supercars to sand buggies. If it has an engine, you will find a shop in that market that will want to make it
go faster.”
Bob Scheid, vice president of the Wharton Automotive Group, which includes McLeod Racing LLC, FTI Converters LLC and Silver Sport Transmissions LLC, used the trip to further explore a market in which it already has a presence.
“It’s a region where business relationships are built on personal relationships,” Scheid said upon returning from the 2019 SEMA Middle East trip. “For those with existing distribution in the market, traveling to the region allows for a review of relationships and time to strengthen partnerships.”
Ace Chatoo, regional sales manager and Middle East sales manager for MW Company, summed it up well: “The face-to-face meetings are invaluable in establishing customer relationships and securing a piece of the performance market in the UAE.”
This is the first in a series on the Gulf Region, which includes the Gulf Cooperation Council (GCC) countries of UAE, Saudi Arabia, Bahrain, Kuwait, Oman and Qatar. This article will focus on the UAE, a confederation of seven emirates bordering Saudi Arabia and Oman, and several factors that have led to the reported nearly $86 million in export sales from the U.S. companies participating in past SEMA trips to the region. They include:
Passion for vehicle customization and all things motorsports, resulting in a knowledge of and demand for personalization and upgrade products.
Disposable income. The UAE is one of the richest countries in the world, ranking sixth in terms of per-capita income, according to Forbes magazine. The local enthusiasts’ deep pockets allow them to buy the best of the best, and they are willing to pay for quality.
High regard for U.S.-made products. “The majority of engine, brake, suspension and other products to make vehicles in the Gulf region race-ready are coming from the United States,” said Saeed Al Marzouqi, CEO of Top Speed Performance. And Mark Whitney, owner of North Carolina-based Performance Analysis, who has traveled with SEMA to the region, said that the customers there know what they want. “The customers that come up to your booth already know your product and are so happy to see you in their market,” he said.
The enthusiast market is deep and broad, with nearly every niche found in the United States also found in the UAE, from racing (drag, sand drag, hill climbs, rallies, off-road, drifting, karting, etc.) to on-track opportunities at the world-class Dubai Autodrome and the Yas Marina Circuit, to sand drag racing at Sweihan and the Liwa Desert. Classic cars and the avid enthusiasts who own them are readily spotted at frequent meet-ups, featured at events such as the Custom Show Emirates, and just cruising down the street.
The car enthusiast market shows no signs of slowing down, thanks to a youthful population and a strong off-roading culture baked into the DNA of those in the UAE and surrounding countries. Casual enthusiasts and amateur racers as well as those competing for top money awards throughout the region look for better vehicle handling that American aftermarket products offer. Weekend hobbyists and more experienced enthusiasts can be found every Friday taking their Nissan Patrol Safaris, Land Cruisers, Jeeps, Chevy Tahoes and F-150s (and soon the ’21 Ford Bronco) out on the open desert sands. UTVs and overlanding have recently caught on in the region, with both sectors growing rapidly and consumers seeking the latest equipment to power up their sand buggies, UTVs and ATVs.
Camping equipment and RV sales is another fast-growing segment, as Friday or holiday jaunts into the desert extend for one or more nights. On any given weekend, many of the shops selling U.S. aftermarket products lead regular trips for varying degrees of enthusiast experience providing the perfect opportunity to showcase U.S. handling, suspension, performance and recovery equipment to improve the off-road experience.
The UAE and surrounding countries are one of the largest export markets for U.S.-made vehicles. The UAE is currently the sixth-largest destination for U.S. exports of new passenger cars ($1.4 billion). You will find an abundance of U.S. vehicles on the roads in the UAE and throughout the GCC countries.
Among the newest vehicles eagerly sought are the ’21 Ford Bronco and the ’21 Ford F-150. The Jeep Wrangler and large American pickups continue to attract enthusiasts. The UAE and the rest of the GCC region have very inclusive vehicle standards, accepting vehicles for sale in the market that meet U.S., Japanese, European and other national standards, resulting in UAE residents being able to choose from the abundance of U.S. vehicles on the market as well as beloved vehicles not sold in the United States, such as the Nissan Patrol Safari Y61 and the Toyota HiLux.
English is widely spoken, making communications easy.
The UAE serves as a natural gateway to the region—a sort of “Netherlands of the Middle East.”
Custom and modified cars are a common sight on many of the UAE’s roads. From the modest to the spectacular, there’s no limit to the creativity that die-hard car lovers have when displaying and modifying their vehicles with a diverse range of car kits and accessories. In a recent 2020 country guide, the U.S. government noted that, “Given high disposable income levels and an interest in classic, modified and luxury vehicles, demand for specialty performance and appearance products is likely to continue growing. U.S. companies also command a leading position in the supply of transmissions, tuning, high-performance parts and kits, steering, suspension, and brake components and parts to the UAE market.”
In addition, aftermarket parts for off-road vehicles and SUVs have good potential in the UAE. SUVs and 4x4 cars are especially popular in the UAE, and there is a high level of interest in off-road and desert driving.
The U.S. government is once again partnering with SEMA on the upcoming SEMA Middle East trip, providing financial support through grants to eligible U.S. companies to defray the cost of participating as well as expertise and technical support through briefings and the leading of trade buyer delegations from the region to meet with the SEMA companies for one-on-one meetings.
SEMA’s international department invites SEMA members to explore the potential for their products in this customizing-crazy market, where consumers are eager to obtain the latest U.S. products for classic car restoration, off-roading, racing, street performance and styling. High disposable income coupled with a passion for personalization makes this a very attractive region.
Participants on the March 2022 SEMA Middle East trip will:
Exhibit at the leading customizing show in the region—the Custom Show Emirates—in turnkey booths.
Learn about the market potential for their products in two countries (UAE and Saudi Arabia) as well as in the other Gulf countries of Bahrain, Kuwait, Oman and Qatar.
Participate in a seminar with top distributors.
Participate in an official U.S. government briefing.
Tour specialty-equipment shops in Saudi Arabia and the UAE featuring performance, off-road and styling upgrades.
Attend networking receptions.
Included are all meals, hotel accommodations, turnkey booths at the Custom Show Emirates, and the flight from the UAE to Saudi Arabia. (Flights to the UAE and home from Saudi Arabia are not included.)
Rates start at $4,600 for those taking the U.S. government MDCP grant. SEMA can assist qualified companies in accessing additional funds from many state
governments.
For more information on the SEMA Middle East trip, contact lindas@sema.org or visit www.sema.org/middleeast.
ARMO Teams With SAN, Supports Car Culture Awareness
The Automotive Restoration Market Organization (ARMO) has long provided resources to benefit members, address challenges and raise awareness of the restoration hobby. Going forward, ARMO is poised to tackle some new initiatives.
Dave Roberts (center), the 2021 ARMO Hall of Fame Inductee.
Collaborating to Preserve the Hobby
ARMO has been at the forefront on several issues affecting the restoration segment, including vehicle scrappage “clunker” laws, titling regulations and trademark licensing. With legislative issues still top of mind, ARMO plans to collaborate with the SEMA Action Network (SAN).
“A big push for ARMO will be cross collaborating with SAN,” said Chair Ben Tucker. “We believe it fits in ARMO’s wheelhouse.”
SAN was established in 1997 to unite vehicle owners, enthusiasts and members of the automotive specialty-equipment industry as a political voice to help stamp out legislative threats to the automotive hobby and pass favorable laws. SAN members have played a role in fighting to preserve enthusiasts’ rights to enjoy the hobby. Tucker sees it as an opportunity.
“We want to work more closely with SAN on legislation affecting the restoration segment,” he said. “We want to learn how we can help with resources through SEMA or ARMO.”
ARMO will also support SAN’s Collector Car Appreciation Day (CCAD) program, officially celebrated nationwide in July.
“We want to push CCAD because we think ARMO can help that program grow, which will also benefit our members and the restoration segment,” he added.
Promoting Car Culture
One of the responsibilities of the SEMA Board of Directors is to establish strategic priorities and goals to address members’ evolving needs. To help activate those initiatives, the Board has tasked councils and networks with incorporating some aspect of these priorities into their agenda. ARMO plans to wrap its arms around promoting car culture awareness, Tucker said.
“The SEMA Board has come out with a strategic plan,” he explained. “As a council, we want to focus on promoting car culture. We think ARMO is perfect for this. We’re looking to maybe rebrand some programs we’ve done in the past. Our focus is to promote car culture in general, not just the restoration side, and come up with something all SEMA councils and networks could use. Our select committee is really excited about these new projects.”
ARMO Bestows Honors
Members of the Automotive Restoration Market Organization (ARMO) took a trip down memory lane during ARMO’s musclecar-themed reception at the 2021 SEMA Show on Tuesday, November 3. The affair featured a playlist of oldies hits from the ’60s and ’70s, refreshments, beverages and an awards ceremony.
R.E.M. received the ARMO Business of the Year Award. Steve Ames was posthumously recognized as the ARMO Person of the Year, and the award henceforth will be renamed in his honor. Tray Smith of H&H Classic Parts received the IPC Award, while Dave Roberts was inducted into the council’s Hall of Fame—an honor bestowed on individuals who have enhanced the industry’s stature and contributed significantly to its growth.
Emerging Trends & Technology Network (ETTN)
ETTN Symposium to Deliver Tools, Technology and Knowledge
Since the get-go, the Emerging Trends & Technology Network (ETTN) has centered its sights on providing aftermarket engineers, product developers and programmers with essential knowhow about vehicle trends and evolving technologies. Going forward, ETTN is ramping up efforts to deliver resources to ensure members’ continued success.
“We have three major initiatives,” said Network Chair Rob Simons. “We’ll continue with our interactive Facebook Live Chats but with a more technical focus featuring individuals with an engineering or product-development background. The new simulive education series will combine prerecorded technical content with a live online broadcast featuring the instructor. But the one I’m most excited about is what we’re calling our NERD Symposium.”
The upcoming NERD Symposium at the SEMA Garage Open House will offer a variety of technical resources for ETTN members.
Lest the name conjure image of a geeky sort with horn-rimmed glasses and a pocket protector, think again. NERD is an acronym for Networking, Education, Resources and Development. The inaugural multi-day, in-person symposium—to be held in conjunction with a SEMA Garage Open House—will put the latest tools, resources and knowledge in the hands and minds of ETTN members and create a unique networking opportunity for engineers and product developers. If you are interested in the NERD Symposium, contact Nicole Bradle at nicoleb@sema.org.
Expanding Knowledge, Creating Connections
“Part of our mission is to help engineers and product developers succeed,” Simons said. “There are a lot of skills that are necessary, but there aren’t necessarily many resources to obtain those skills. We want to be the source for some of those skills.”
With that thought in mind, ETTN structured the symposium to mirror the “speed-dating” format used in the Motorsports Parts Manufacturers Council’s Media Trade Conference. In this scenario, service providers and subject-matter experts will fill the role of media, sharing expertise on such topics as emissions testing, CAD drawings, advanced driver-assistance systems (ADAS) calibration, machinery manufacturing, intellectual property, 3-D printing and more. ETTN members will choose from the list of participants and schedule meetings to learn about the technology behind the products and services and discuss collaborative opportunities.
In addition to the in-person meetings, the symposium will include an educational component for engineers consisting of in-depth technical training sessions to enhance their knowledge of engineering trends. The event also will include several networking opportunities, giving ETTN members a chance build valuable new connections.
“To say that we’re excited about the symposium is an understatement,” Simons said. “To be able to piggyback on the SEMA Garage Open House in Detroit, see the new ADAS and emissions labs, coordinate a measuring session and dive deeply into technical topics and network is an exceptional opportunity for ourm members.”
Hot Rod Industry Alliance (HRIA)
Chronicling HRIA’s History
Drum roll, please. The long-awaited “History of the Hot Rod Industry Alliance” is now available for the reading pleasure of Hot Rod Industry Alliance (HRIA) members.
While putting the book together was not easy, the result is a credit to the volunteer spirit that made it possible. In drawing on members’ recollections, assembling photos and documenting milestones, HRIA has memorialized the achievements of the hot-rod community, but it’s more than a chronicle of events and people. It’s a testament to the council’s evolution and a guiding light for future generations.
“Preserving the history of HRIA is beneficial to all,” said Immediate Past Chair Jeff Major, who spearheaded the project as chair. “When we embarked on the task of compiling our history, I learned that many members thought that SEMA started HRIA and all of the other councils. They had no idea of the true origin and evolution of HRIA. Documenting our history has allowed our story to be told and preserved.”
Preserving the Past for the Future
There are nine SEMA councils and networks. Each has a unique narrative worth sharing and preserving, which was what sparked the idea for HRIA to document its history. Dennis Overholser of Painless Performance was drafted as point person. It took two years of research—with help from many industry veterans—to go from concept to reality.
“There were many HRIA alumni who helped document the history,” Major said. “Dennis, Debbie Walls, Bill Mullins and many others played major roles, providing historical photos, documents and sharing their memories of milestones through the years.”
As HRIA Chair Danny Agosta sees it, the published history “is a marriage between paying respects to where we came from and to the people who laid the groundwork for us to have the flourishing industry we have today. I don’t know some of the people mentioned in the book, but knowing what they did is inspiring. These people made gigantic contributions, and it’s important for all of us—especially future members—to understand.”
What’s next? HRIA envisions a living document.
“As I passed the torch of HRIA leadership, I challenged all future chairs to build upon this document, to track and preserve the milestones and events that will continue to shape HRIA for generations to come,” Major said. “I encourage all councils and networks to document their origins and histories for both current and future members and the industry as a whole. While the work will be done on a council level, the entire SEMA organization and its membership will reap the benefits.”
“History of the Hot Rod Industry Alliance” is now available for the reading pleasure of HRIA members.
The 2021 HRIA Industry Awards Reception—Hail to HRIA Heroes
The 2021 HRIA Industry Awards Reception
The Hot Rod Industry Alliance (HRIA) Industry Awards Reception is a highly anticipated event for members of HRIA. It’s a place where newcomers and old-timers come to swap stories and revel in the opportunity to rub shoulders with industry legends and leaders. During the awards ceremony held at the 2021 SEMA Show and emceed by hot-rod builder Tim Strange, HRIA handed out top honors to industry icons.
Ed Capen, director of corporate partnerships for Barrett-Jackson Auctions, was presented with the Industry Recognition Award. Immediate Past Chair Jeff Major received the IPC Award. The 2021 Business of the Year Award went to In the Garage Media, publishers of All Chevy Performance, Classic Truck Performance and Modern Rodding. Industry veteran Joe Petlick was inducted in the HRIA Hall of Fame.
Motorsports Parts Manufacturers Council (MPMC)
MPMC Media Trade Conference to Build on Success of Online Platform
When Motorsports Parts Manufacturers Council (MPMC) members met for their first long-range planning meeting in 1997, they proposed a novel idea: to create a forum whereby motorsports parts manufacturers and media representatives could meet privately to talk about product launches, new technologies and other topics that would result in increased media coverage and greater consumer awareness.
Melissa Scoles
The inaugural MPMC Media Trade Expo was launched in 1998. The event drew a mere 23 manufacturers and a modest media turnout. To differentiate the program from a buy-sell trade show, the name was changed in 1999 to Media Trade Conference (MTC). Over the years, the MTC continued to expand, though manufacturer involvement was eventually limited to 100 member companies.
While the format remains unchanged, the media landscape has transformed. There are fewer print magazines and more new-media outlets (digital publications, videos, blogs, podcasts and other social-media platforms). In revving up for the 2020 MTC, the select committee began educating members on the evolving media landscape and how to best communicate message points to a new audience.
“Working with social-media influencers and other new media is different from working with a printed publication, so we wanted to help our manufacturers understand how to work with these media and identify which platforms are best to connect to their customers,” said MPMC Chair Melissa Scoles.
The effort paid off, and the intent was to replicate the success in 2021. When the pandemic put a hold on in-person events, MPMC swiveled to an online platform, which mirrored the overall look of an actual suites-hotel setting.
“We were very fortunate that SEMA staff did a great job of finding a platform that mimicked our event,” Scoles said. “It worked really well.”
So well, in fact, that this year’s three-day conference, slated for January 25–27, will again take place entirely online.
“Not only is it more affordable for manufacturers to attend on a virtual basis, but it also gives us the flexibility to lift the limit on the number of our member companies that can participate,” Scoles said. “The virtual platform also did something absolutely incredible: For the first time, we had international media. We’re excited to grow both our manufacturer and media presence this year.”
Professional Restylers Organization (PRO)
PRO Tackles Training, Salutes Influencers
After missing out on face-to-face gatherings during the pandemic, the Professional Restylers Organization (PRO) hosted a general membership meeting prior to the 2021 SEMA Show. The two-day event, held at Auto Additions in Columbus, Ohio, centered around installer training and group discussions.
PRO Chair Josh Poulson (left) and Chair-Elect Colby McLaughlin at the PRO general membership meeting.
Attendees were divided into two groups. Technicians participated in hands-on training led by Katzkin, Brandmotion, LLumar, Champion and Auto Additions trainers. Select-committee members and members-at-large met to share ideas and discuss everyday issues.
“The meetings went well,” said PRO Chair Josh Poulson. “The first gave technicians a chance to learn different skills and best practices. Manufacturers loved it because they could come to one shop and train several people at one time, and the second group gave shop owners and managers a chance to talk about what PRO is working on and the challenges we’re facing.
“We talked about hiring and retaining employees, challenges with product and vehicle-inventory shortages and how we’re overcoming some of the those. We even came up with a new idea of how PRO could work with SEMA to recruit employees. It was productive, and we want to do more of these events.”
“The event was a huge value add for being a member of PRO,” added Chair-Elect Colby McLaughlin. “Part of being involved with PRO is working collectively, making sure we’re moving our industry forward.”
Celebrating Achievements and Craftsmanship
These three examples from the second annual 2021 SEMA Show PRO Cup Challenge spotlighted restylers’ craftsmanship and creativity.
In keeping with tradition, PRO put its best foot forward during the SEMA Show, showcasing creativity and design skills and highlighting the achievements of leaders and influencers. PRO presented four awards during its industry reception.
Specialty Auto Treatments/SAT was chosen Restyler of the Year. Trim Illusion earned accolades as Manufacturer of the Year. Rod Bennett of Chrome Enhancements received the Nat Danas Person of the Year Award, named after the late founder of Auto Trim & Restyling News.
The Jim Borré Lifetime Achievement Award, named in remembrance of the late PRO chair and SEMA Hall of Famer, was bestowed posthumously on Joe Johnston, founder of Tops & Trends. Borré’s daughter and son-in-law, Aimee and Scott Duff, were on hand as Johnston’s wife Betsy accepted the award.
“Joe was a trailblazer, a pioneer who set the standard for restylers across the country,” Poulson said. “With Joey, the second generation, and Betsy, Joe’s legacy
lives on.”
But the awards ceremony wasn’t the only event to highlight council members’ accomplishments. The second annual PRO Cup Challenge spotlighted restylers’ craftsmanship and creativity. The competition is aimed at showcasing vehicles upfitted with easily replicated styling packages that other restylers can reproduce locally to spark dealership sales and profits.
The seven accessorized entries ran the gamut from a VW Atlas, a Ford Bronco and an F-150 to a Kia Sorrento and Telluride, a Chevy Silverado and a Gladiator. The 2021 PRO Cup Challenge Winner was the ’22 Volkswagen Atlas package built by DPS Automotive. Automotive Concepts took the 2021 Fan Favorite award with their ’21 Ford Bronco package. The display drew crowds of enthusiastic Showgoers to the PRO booth in the West Hall.
The Women’s Leadership Forum is an in-person event for women in the automotive industry designed to provide focused education, help create lasting relationships among peers, while instilling the leadership skills to help them thrive and advance in their careers.
Empowering women in this field enhances the company’s culture, has proven success to advance the company and creates mentorships to guide our future generations.
Professional-Development Resources
A few years ago, SBN proposed a women-centric forum that it intended to launch in 2020. The concept included a CEO/leadership retreat plus professional-
development workshops and networking events for women in entry-level and middle-management positions.
When the pandemic scuttled the idea, SBN launched a virtual webinar series. Sessions were segmented into tracks defined by job category. Current offerings are more inclusive.
The new format includes 11 sessions on a range of career-building topics as well as professional growth topics and designed for all SBN members, noted Chair Cathy Clark.
“Our previous tracks were categorized primarily by job,” she said. “This year, we’ve approached it differently. We want all SEMA members to be able to join in and take advantage of SBN’s resources to help advance their careers.”
High-Impact, Women-Centric Forum
A 2021 SEMA Show Education seminar panel, powered by SBN.
Mastering essential skills is crucial to success in any career. Whether aiming for career advancement or to improve current capabilities, the inaugural SBN Leadership Forum will help women in leadership positions leverage their knowledge and skills to become more effective leaders.
The two-day educational and networking event will focus on refining leadership skills and community building. The robust content will help participants create and build skill sets through education, mentorship and small group discussions. Emphasis will be placed on inspiring leadership and creativity, fostering a sense of community among SBN members, and deepening their commitment to SBN and SEMA.
“SBN has always focused on giving our members tools and resources to improve their careers and navigate challenges,” said Immediate Past Chair Lana Chrisman, who was SBN chair when the retreat concept was first proposed. “The Leadership Forum is a great opportunity for women leaders to expand their knowledge and build relationships with other women in the industry.”
Community-Building Opportunities
Last year, SBN co-hosted a networking mixer at the Keystone Big Show in conjunction with the Truck & Off-Road Alliance (TORA) and the Young Executives Network. SBN will collaborate this year with other SEMA groups at the Grand National Roadster Show, the King of The Hammers, the Keystone Big Show and the Easter Jeep Safari.
“At the Keystone show last year, we had such success partnering on a mixer with TORA that we decided to do additional regional events this year where women would already be congregating,” Clark said. “We’ve chosen ones where there will be other councils and networks we can team up with to have more successful events and continue to build our community.”
SBN Hosts Gear-Up Girl Event
Theresa Contreras
The SEMA Show offers an ideal platform to bring together female professionals at the SEMA Businesswomen’s Network’s (SBN) networking event entitled Gear-Up Girl. The gathering gave female automotive students and young businesswomen a chance to connect with seasoned female professionals.
SBN also singled out two high-achieving women in the automotive industry.
Katie Lyons, a mechanical engineering student at Iowa State University, received the Jessi Combs Rising Star Award, named after the late race-car driver. The award honors a woman under the age of 30 who has made significant strides in the advancement of her career.
Theresa Contreras, chief creative officer of LGE-CTS Motorsports, was named SheIsSEMA Woman of the Year. An industry veteran with a long list of accomplishments, Contreras was selected for her leadership, knowledge, expertise and management abilities as well as for mentorship and active involvement in the
industry.
Truck & Off-Road Alliance (TORA)
TORA Networking Events to Target Key Regions
Last March, the Truck & Off-Road Alliance (TORA) co-hosted a successful cross-council mixer with the Young Executives Network (YEN) and the SEMA Businesswomen’s Network (SBN). The event was held during the Keystone Big Show.
Last March, the Truck & Off-Road Alliance (TORA) co-hosted a successful cross-council mixer with the Young Executives Network (YEN) and the SEMA Businesswomen’s Network (SBN).
It was TORA’s last in-person gathering until autumn, when the council again teamed with YEN to co-host mixers at two off-road adventure events: the Overland Expo West in Flagstaff, Arizona, and the Overland Adventure Festivus in Big Bear, California. The goal of these events is to give members—and potential members—a chance to engage with like-minded colleagues while learning about council and network resources and volunteer opportunities. With that in mind, TORA plans to expand its regional show participation throughout 2022.
“Our initial plan was to do six networking events yearly, but we were unable to accomplish that over the last two years,” said Troy Wirtz, council chair. “This year, we’ll spread them out in different regions of the country so that we have more opportunities to meet new people, talk about issues and tell them about TORA.”
What’s on Tap
TORA looks forward to kicking off 2022 by returning to the King of the Hammers.
To kick off 2022, TORA will return to the King of The Hammers in the barren California desert. The off-road race event, slated for early February, draws thousands of enthusiasts and industry players, creating an ideal backdrop for a cross-council meetup with SBN.
TORA will return to Dallas in March for the Keystone Big Show. According to Wirtz, TORA will collaborate again with SEMA networks.
“The networking event at the 2021 Big Show was very successful,” he said. “We had a great turnout. The partnering aspect has been beneficial, and we are looking forward to the meetup.”
In April, TORA will host a mixer at the Easter Jeep Safari in Moab, Utah, and other meetups are in the works. Though the specifics are not finalized, possibilities include an activity at the new SEMA Garage in Detroit and a tie-in with an off-road or truck-related event.
“Our membership is very diverse, so it’s important to be inclusive of the truck-
accessory and off-road aspects of it,” Wirtz said. “We want to bring our TORA members together to shoot the breeze, make new contacts, meet our select committee and encourage them to get involved.
TORA looks forward to kicking off 2022 by returning to the King of The Hammers.
TORA Toasts Award Winners, Supports SEMA Cares
(L–R): Matt Reasoner, Kathryn Reinhardt and Troy Wirtz at the TORA Reception at the 2021 SEMA Show.
For members of the Truck & Off-Road Alliance (TORA), the council’s awards reception at the 2021 SEMA Show in Las Vegas was a long-overdue celebration of a vibrant industry segment. The reception was held on Wednesday, November 3, on the outdoor terrace of the Las Vegas Convention Center’s West Hall, where guests savored refreshments and beverages and cheered winners of the Pinewood Derby, a at the fundraiser supporting SEMA Cares.
During the awards ceremony, Bill Silva of Tri-Country Tops was named TORA Retailer of the Year in recognition of accomplishments within his community. Kathryn Reinhardt of 4Wheel Parts received the Jessi Combs Ambassador Award, named in honor of the late race-car driver. The award salutes an individual who has made an outstanding contribution to or impression on the light-truck and off-road industry.
Top honors went to industry veteran Kelly Kneifl. Kneifl, COO of Truck Hero, was inducted into the TORA Hall of Fame, which honors exceptional achievements on a national/international level that have enhanced the stature of and significantly contributed to the growth of the light-truck accessory industry.
Wheel & Tire Council (WTC)
WTC Underscores Value of Education, Engagement
The Wheel & Tire Council (WTC) presented The Stage in the South Hall Members Lounge at the Las Vegas Convention Center during the SEMA Show. The event featured twice-daily sessions moderated by WTC select-committee members. Speakers representing a cross section of the aftermarket addressed various topics, launching new products, e-commerce strategies, regulations and advanced driver-assistance systems (ADAS) technologies.
According to WTC Chair Todd Steen, the event was designed to deliver value to a diverse audience.
“I believe that everything we do should bring value to our members through education,” Steen said. “I have a cheat sheet that reminds me that manufacturers, reps, retailers, jobbers, mobile installers and even auto dealerships are part of our council or are potential members. Our intent was to come up with topics that could benefit everyone.”
WTC hosted its annual reception in the Members Lounge to attract all exhibitors and members to this can’t-miss event. At the reception, Tyson Boyer was presented with the Immediate Past Chair Award. During the industry reception that followed, members gathered for an evening of good fellowship.
Tyson Boyer (left) received the WTC Immediate Past Chair Award in honor of his significant contributions and outstanding dedication to the growth and progress of the wheel and tire industry.
Engaging Through Education and Networking
WTC also keeps members informed and engaged in other ways. Having succeeded with a virtual wheel and tire track series, the council now plans a broad-brush approach.
“Virtual education will be more spiderweb-like than siloed,” Steen said. “We’ll address tires and wheels but also some of the things we’re facing. How can we help people with marketing or with tire and wheel tools, or how does ADAS affect tires and wheels? Whether it’s from a technical, safety or training standpoint, the intent is to keep people abreast of what’s going on in the industry.”
Networking is also top of mind at virtual events and in-person gatherings, including game nights or craft beer and wine tastings.
“Whether they’re motorsports or industry events, the fact that so many people are there or interested in going, we don’t want to miss the opportunity to meet up,” Steen said. “Crowds breed an interest in what’s happening, and the value lies in meeting like-minded people with a shared passion and getting involved. We need to re-engage. We haven’t been networking, so we have to revitalize that effort, because when we re-engage, we reactivate and retain members and we recruit.”
Young Executives Network (YEN)
YEN Teams With Dale Carnegie to Present Professional Development Training
Soon after Nick Caloroso joined The Retrofit Source as national sales manager, then-CEO Brian Reese enrolled him in a 12-week Dale Carnegie leadership training program designed to help up-and-coming professionals develop the knowledge and skills to build relationships and advance their careers.
Nick Caloroso
“I was inspired by the course,” said Caloroso, chair of the Young Executives Network (YEN). “Being identified as an emerging leader incentivizes you to remain in the industry and work hard to justify the investment—not to mention the skills you get to put into practice right away. It’s made a huge difference in my career.”
His experience, shared with fellow YEN select-committee members and SEMA staff, motivated YEN to craft a proposal to offer a condensed version of the Dale Carnegie program to its members. Greenlighted by the SEMA Board, YEN’s Professional Development Training program aims to provide aspiring leaders within the YEN membership with an opportunity to grow and thrive in the aftermarket through in-person learning experiences.
Cultivating Youth Talent, Aligning With YEN Mission
Last April, SEMA brought together key stakeholders—YEN select-committee members and members-at-large, SEMA Board members and staff—who participated in an online focus group. During the session, facilitated by a Dale Carnegie trainer, the group identified essential program elements aimed at cultivating young talent in the industry.
The inaugural YEN Leadership Conference is slated to kick off at the SEMA Garage in Diamond Bar, California, Thursday, March 24, 2022, and Friday, March 25, 2022. The two-day event is open exclusively to YEN members employed by SEMA-
member companies. Attendance is limited to 25 participants.
Program content will be tailored specifically for the conference. It will cover multiple leadership skills in an interactive format designed to introduce concept with practice and coaching for application in the workplace. The conference will also feature an evening networking activity.
To encourage member companies to enroll their employees, SEMA is subsidizing a substantial portion of the cost. Member companies will be charged a nominal fee of $800 per person to cover the cost of hotel accommodations.
“We are very excited to offer this program to YEN members,” Caloroso said, noting that there are plans to host conferences at the SEMA Garage in Detroit as well as at the Performance Racing Industry Show in a lead-up to a graduation certificate ceremony to be held during the YEN Reception at the 2022 SEMA Show.
“The YEN Professional Development program aligns perfectly with our core mission to help develop the next generation of industry leaders,” Caloroso said. “To be able to partner with Dale Carnegie carries tremendous weight, and the networking event is another value-added component. It’s a benefit to the member, to the business and to the industry. It’s a win-win for everyone. As chair, I’ve hoped to have an answer to, ‘What does YEN do for me?’ This is how we answer that question.”
If you are interested in this training program, contact Denise Waddingham at deniselw@sema.org.
Young Executives Network Lauds Leaders
Oracle Lighting was honored with the Vanguard Award.
On Tuesday, November 5, members of the Young Executives Network (YEN) gathered at the Renaissance Hotel garage rooftop to network and celebrate at their first in-person gathering at the SEMA Show since 2019. YEN used the occasion to salute two network notables: Oracle Lighting and Rory Connell.
Oracle Lighting was honored with the Vanguard Award, presented in recognition of the company’s positive effect on a young executive’s career within the automotive industry.
Rory Connell of Advanced Accessory Concepts, a former YEN chair, received the Young Executive Award in honor of his positive impact on the industry and exceptional service, integrity, professional growth and ethics.
Photography: Eric Rickman, Petersen Publishing Company Archive
A feature story in the August 1960 issue of Hot Rod showed off two “sharp Fords” that had been customized by “lucky owner” Ron Coleman. The ’32 five-window coupe and the ’51 coupe provide a nice snapshot of styling trends that were popular in the late ’50s and early ’60s.
Eric Rickman photographed the cars, Coleman and his wife in April 1959. This photo, which served as the story’s lead image, “indicates that the Coleman family is pleased with their double answer to transportation problems.”
Coleman spent five years shaping the ’51 Ford into a custom hardtop. He chopped the roof—4 in. off the front pillars, 6 in. off the rear—shaved all the exterior handles, and grafted on rear fenders from a ’53 Oldsmobile 98. Chrome trim was kept to a minimum: He installed a “simple, uncluttered” ’53 Dodge grille up front and a single trim spear down each side of the car. The stock bumpers were reused, with a Kaiser bumper guard added to the rear bumper.
The only work Coleman didn’t do himself was to the coupe’s paint and upholstery.
“Amply pleated interior is finished in gold and white Naugahyde, blending with the lime-gold lacquer finish,” the article explained to readers looking at black-and-white images. This car “was a more costly job than the ’32,” costing Coleman “$1,000 in custom work.”
The Deuce, by comparison, set Coleman back $200 to buy and $600 to modify. The cost of the car was pretty cheap, even in the late ’50s, but that may have been due to its condition.
“The previous owner had channeled the body 10 in. but had allowed rust to penetrate the lower panels,” requiring “extensive body repair” on Coleman’s part. Matador Red lacquer dressed the finished body, and the interior was trimmed in red and white and fitted with a ’40 Ford dashboard. Under the louvered hood was a ’48 Mercury Flathead V8, “mildly modified via Edmunds cam, Evans 8.5:1 heads, enlarged and polished ports and two Stromberg 97 carburetors.”
The feature identified the Colemans as being from the Southern California city of Covina, yet the style of the five-window, with its deeply channeled body, stock roof height and bobbed fenders, looks like it was influenced more by East Coast hot rods than those done in the West, where the unchanneled high-boy was more popular. It does make for an interesting contrast with the radically chopped ’51, though.
Keith Urban’s ’69 Mustang Revealed at the 2021 SEMA Show
Built Through Industry Partnerships, the Car Is Classic, but the Drive Is Modern
By Fredy Ramirez
Keith Urban couldn’t help but sit in the Mustang as he thanked all the people involved with the project.
Vehicle reveals are always special events at the SEMA Show, with car covers flying off throughout Show Week. Among the many exciting builds for the 2021 Show was a ’69 Mustang restomod project owned by four-time Grammy award winner and multi-platinum artist Keith Urban, and built by the SEMA Garage. The build was made possible through a partnership with Ford Motor Company, Jay Leno and numerous SEMA-member companies.
“A build starts with various design ideas, led by iterations and reviews to really determine what you are after,” SEMA Garage Engineer Luis Morales said. “Understanding the end goal of the car is the main thing.”
The front facade of the vehicle is aggressive. Stratasys 3D printed the grille that was engineered by Morales, who worked with the design team at Ford. The design took inspiration from the ’21 Mustang Mach 1. Dynacorn provided the exterior body paneling for the restoration, and Santini Paint and Body received paint from PPG for the one-off color. The custom-formulated Mariana Blue paint reflected brilliantly as thousands of Show goers watched the cover come off and Urban got his first look at the car in more than two years.
“When the Ford Design Studio was asked to be involved in the project, they had just put the finishing touches on the ’21 Mustang Mach 1, and it was top of mind when they were looking at some of the early images of Keith’s car,” said Ford Future Electric Vehicles, Vehicle Platform Director Dave Pericak. “Specifically, the completely new upper grille design, air dam and wheels were some of the key signature elements that you will see have a direct tie to the 2021 Mach 1.”
Carbon-fiber accents can be found all over the car, thanks to Anvil Auto. The look is brought together by Forgeline wheels that took some design cues from the ’21 Mach 1.
Beneath the hood, which is held up by CVF Racing billet hood shock absorbers, lies a 5.0L Coyote engine with a Roush supercharger and a K&N air intake. With the newfound power came a 10R80 10-speed transmission from Ford and a new driveshaft from Inland Empire Driveline.
“This build showcases some of our most iconic Ford Performance parts like the Coyote V8 crate engine and how using new technologies like 3-D printing—as we used for the front grille—the sky’s the limit,” Pericak said. “By bringing these parts and technologies together on the Keith Urban Mustang project, the team was able to be demonstrate how a truly remarkable, no-compromise vehicle could be built.”
The build team tackled the suspension by installing parts that provide a smooth ride and great handling whether at the track or taking a drive downtown. Heidts’ Pro-G complete front and rear subframes and suspension made the vehicle perform like a sports car, with the triple adjustable dampers from Bilstein bringing it altogether. One of the key features on the vehicle is the subframe kit, which allows for an all-around independent suspension, Morales said. The Mustang also runs Wilwood’s six-piston disc brakes in the front and four-piston discs in the rear.
Aeromotive provided the fuel system to handle the upgraded powertrain, and Vintage Air included the AC/heating unit to maintain the interior comfort, further enhanced with DEI heat and soundproofing. Dyme PSI fabricated the custom fuel and cooling hoses, while C&R Racing provided the complete cooling package. The build also features custom Borla headers and exhaust, paired nicely with the components under the floorpan.
“The Mustang is a car that exemplifies what all enthusiasts desire—performance, iconic design and the ability to personalize, which is what the SEMA Show is all about,” Pericak said. “Of course, this car needed a lot of help and working with the folks at SEMA Garage, Ford Design and the Ford Performance team, we were able to create a work of automotive art worthy of the stature Keith Urban brings to the car and worthy to be a centerpiece project for the SEMA Show itself.”
The interior is just as unique as the rest of the build. Distinctive Industries handled the upholstery, while Holley/Drake Automotive and Daniel Carpenter took care of the rest. The modern drivability is most obvious from the electric steering system provided by EPAS Performance. BCR Motorsports wired all of the electronics, including the instrument panel provided by Dakota Digital.
(From left) Wesley Simpkins, Luis Morales, Gary Pis and Joseph Moreno led the charge at the SEMA Garage to tackle Keith Urban’s ’69 Mustang, with the help of SEMA-member companies.
The efforts of many SEMA-member companies and the SEMA Garage came together for this build, which resulted in this beautiful restomod. The SEMA Garage expressed thanks to Ford Motor Company and all the SEMA-member manufacturer partners that brought the vehicle’s limitless possibilities to life.
“I really don’t have words for it,” said Urban. “I think the whole team has done the most miraculous job on taking on something that probably should’ve been scrapped.”
The 2021 SEMA Show clearly indicated that a large portion of our industry values an event that provides face-to-face contact, innovative new products, networking, and the opportunity to renew its love affair with the automobile. Congratulations are due all around, and especially to those who worked through obstacles and overcame uncertainties in order to make the 2021 Show their priority.
Our immediate feedback was that the Show was populated by quality attendees who came to do business, and that conversations were less rushed, leading to more meaningful interactions. To the extent that our industry is about people and relationships, this year’s Show was an especially refreshing opportunity. The new West Hall facility at the Las Vegas Convention Center allowed exhibitors much-needed space, and the upgraded infrastructure was welcome. As usual, the Show also provided indications of emerging trends and a look at what might unfold in the future.
One evident trend is the continuing development of electric propulsion and the related innovations of the specialty aftermarket at this year’s SEMA Show. There were dozens of electric vehicles on the Show floor, along with new companies and products that illustrated intriguing new possibilities ranging across the spectrum.
As to how the electrification trend will unfold, opinions are varied. The narrative prevalent in the media today often pits electrification against the internal combustion engine (ICE). This depiction is often either/or, with internal combustion engines portrayed as the undesirable factor that will be ushered off the road within the next decade. SEMA doesn’t agree with this narrative. The idea that gas versus electric is a near-term, zero-sum game, a black-or-white proposition, is not supported by a host of challenges, including infrastructure hurdles and large-scale adoption realities that will lead to more evolution than revolution. And that means gas-powered vehicles will be an important portion of the vehicle mix for many years to come.
Indeed, those who attended the SEMA Show saw that the golden age of internal combustion horsepower continues, with better fuel efficiency and lower emissions than ever before. We also saw stunning 1,000hp crate engines that run on pump gas and a glimpse of the ingenuity and innovative direction the performance aftermarket is taking—for example, a 500hp hydrogen-burning ICE that puts out zero emissions. These and many other examples and insights lead us to anticipate that the internal combustion engine will be a part of the solution toward reduced emissions in a mix with plug-in electrics, hybrids and fuel cell vehicles.
That said, the characteristics of electric powerplants have begun to spawn excitement and innovative thinking in the SEMA world as well. We now have bona-fide electric performance products, including a variety of electric crate motors suitable for all kinds of custom projects. As more electrified vehicles enter the marketplace, there will be many new opportunities to improve and accessorize. SEMA looks forward to being at the forefront of efforts to help our industry members capture these opportunities.
Another conspicuous trend was the continued growth in products catering to the off-road lifestyle. There were aggressive 4x4 concepts galore as well as all manner of custom rigs to engage the overlanding community. The growth in products aimed at making self-contained adventure travel possible has been particularly impressive.
Looking ahead to 2022, we can expect international borders and marketplaces to continue to open. That will mean the return of international buyers to the SEMA Show, re-establishing the pipeline to overseas markets with pent-up demand for American products. Coupled with the success of this year’s SEMA Show, the industry’s strong marketplace over the past 18 months and an eagerness to enjoy the explosion of automotive passion that is the SEMA Show, we see strong reasons for a very promising outlook for next year’s event.
Highlights From the 2021 SEMA Show Industry Awards Banquet
By Mike Imlay
The 2021 SEMA Industry Awards Banquet was a testimony to grit, determination and greatness. Fittingly, it culminated with the live selection of the year’s SEMA Launch Pad winner. Comedian Adam Ferrara (second right) hosted the final round between contestant Tom Sawarynski (left) and ultimate winner Dustin Woolf (right).
The return to a live SEMA Show just wouldn’t have been complete without the specialty-equipment industry’s celebrated SEMA Industry Awards Banquet. Traditionally held Thursday night at the Show, the annual gathering honors industry innovators, volunteers and personalities who make significant contributions toward the advancement of the specialty-equipment industry.
The night’s theme for 2021 was “Unleash Your Greatness,” with automotive television and podcast personality Kevin Oeste and motorsports announcer Jarod DeAnda emceeing the November 4 gathering at the Westgate Las Vegas Resort & Casino.
SEMA President and CEO Chris Kersting
The first in-person Industry Awards Banquet in two years, the gala drew 2,500 automotive icons, professionals, supporters and celebrities. Comedian Adam Ferrara served up the main entertainment and additionally hosted the big onstage finale to the SEMA Launch Pad competition, which was recorded for later TV broadcast. The final round saw Tom Sawarynski of Off-Road Research and Dustin Woolf of Woolf Pack Racing delivering their product “elevator pitches” to the audience, which then selected Woolf as the 2021 Launch Pad winner. (See p. 74 for an in-depth look at the Launch Pad
competition.)
Of course, the evening’s central focus was the presentation of industry awards across a variety of categories, including Gen-III Innovator of the Year, Warehouse Distributor of the Year, Manufacturer of the Year and SEMA Person of the Year. There were also salutes to SEMA 2021 Hall of Fame inductees Carl Schiefer, Rick Love, Bob Moore and Jessi Combs.
SEMA Chairman of the Board James Lawrence
The evening’s many honorees are featured in these pages, with Sara Morosan of LGE-CTS Motorsports, recipient of the SEMA Person of the Year award, set to be profiled separately in the February issue of SEMA News.
Setting the Night’s Tone
Following musical performances by Patrick & The LV Band and a stirring delivery of the national anthem by the Voices of Service choral group, SEMA President and CEO Chris Kersting (above) addressed the banqueters. Kersting touched on the tremendous evolutions reshaping the industry.
“COVID has forced us to experience a huge amount of change,” he said. “That’s probably a good thing, because our industry and the world around us are changing faster than ever before—and in some important ways. We’re going to need to embrace change to be able to grow and thrive.”
Kersting surveyed industry strides in performance, zero-emissions and electrification technologies, youth engagement, and political outreach. Citing several examples of SEMA members working to bring innovations about, he concluded: “So there you have some great inspiration. And we can all ask ourselves, ‘How can I be a change agent, a leader toward a successful future?’ I can’t think of a better way than being a leader for change.”
Revving Up the Industry
Taking the stage, SEMA Chairman of the Board James Lawrence (above) delivered an address celebrating industry greatness, grit and determination.
“We are so blessed to be here at the SEMA Show,” Lawrence said. “Many times over the last two years, the idea of getting our industry together again seemed so far away. It’s so simple, but tonight we really should celebrate just being together, being able to talk about cars, trucks, off-road engines and drag racing, [and] who has the coolest new parts and who created the most awesome new build.”
Commenting on the transformative point at which the industry finds itself, Lawrence observed, “In many ways, automotive performance and technology have never seen more greatness.” But, he added, the industry currently faces a number of challenges, such as misguided regulations, technological and societal changes, and other market pressures. Nonetheless, Lawrence expressed confidence in SEMA’s ability to race toward the future, mobilize consumer enthusiasm, and further revolutionize the automotive industry.
“The car is our life. It’s our family. It’s in our blood,” he said to applause.
President’s Service Award
Kersting led off the evening’s award presentations with a tribute to the Tire Industry Association (TIA).
For 25 years, TIA and SEMA have partnered to present the Global Tire Expo at the SEMA Show. In addition, TIA recently marked its 100th anniversary, while TIA CEO Roy Littlefield (pictured speaking above) announced his retirement after 40 years of service to the tire industry. In gratitude for TIA’s many industry contributions, Kersting welcomed Littlefield to the stage along with TIA Board Secretary Keith Jarmen to receive the SEMA President’s Service Award.
As the evening progressed, the accolades for other individuals, innovators and companies came one upon the other.
SEMA Manufacturer of the Year: Oracle Lighting
At just 17 years old and without capital, Oracle Lighting founder Justin Hartenstein began business in his garage in 1999 developing custom lighting solutions. Consumer demand led to organic growth, and Oracle Lighting has emerged today as a leader in aftermarket automotive lighting accessories. The company employs more than 30 full-time team members and carries a line of nearly 10,000 unique and innovative LED lighting products.
Moreover, under the supervision of Tiffanie Hartenstein, the company’s CEO and co-founder, Oracle Lighting has seen 10 sustained years of growth, achieving nine appearances on Inc. magazine’s 500/5000 list of the nation’s fastest-growing small businesses.
Tiffanie Hartenstein (above, second right) accepted the award on the company’s behalf. Runners up in the manufacturer’s category were CSF Racing & High Performance and KW Automotive.
Warehouse Distributor of the Year: Turn 14 Distribution
The SEMA Warehouse Distributor (WD) of the Year award recognizes a WD that stands out through operational excellence, industry involvement and developmental support to clients and staff. Outstanding customer service and expert product knowledge are also key considerations.
With three U.S. distribution centers, Turn 14 Distribution boasts ground shipping to 45% of the American population in one day, and 100% within two days. In addition, the company has stepped up its excellence in sales training and support programs to its customers throughout the COVID-19 pandemic. Turn 14 also continues to set new benchmarks for technology, strategy and disseminating important manufacturer info to improve the standards of the distribution model.
Accepting the award was Turn 14 CEO Jon Pulli. Runners up in the category were Keystone Automotive and Meyer Distributing.
Gen-III Innovator of the Year: Matt Kossoff, Chief Product Officer, Driven Lighting Group
The award for Gen-III Innovator of the Year honors an individual under 40 who pushes limits and boundaries to propel the industry forward.
Matt Kossoff (above) literally started in his basement while still in high school, inventing the world’s first commercially available projector retrofit lighting product. Realizing that the enthusiast world is built around people, he then created an online community to share his products and ideas and spark excitement among consumers. That led to acquisitions of the largest lighting-centric message forum, Facebook group and YouTube channel.
Today Kossoff is the chief product officer of the company he built: Driven Lighting Group. The company has grown into the aftermarket’s largest lighting company and continues to advance the safety and output performance of lighting.
Runners up for Gen-III honors were Justin Hartenstein of Oracle Lighting and Keith Ferry of Tire Stickers LLC/Cerebrum Tire Sensor Technology.
Sara Morosan of LGE-CTS Motorsports was named SEMA Person of the Year, one of the association’s most prestigious honors. She will be profiled in the February 2021 edition of SEMA News.
Las Vegas’ luminescent dance group Light Balance wowed attendees with its dinner entertainment showcasing neon and LED costumes.
Motorsports announcer Jarod DeAnda (left) and automotive television and podcast personality Kevin Oeste emceed the festivities at the Westgate Las Vegas Resort & Casino.
Among the 2021 SEMA Hall of Fame inductees was the late Carl Schiefer, founder of Schiefer Media. Schiefer’s son James (left) accepted the banquet honors on his father’s behalf.
SEMA 2021 Hall of Famer Rick Love (left) is well known for his passion for cars and his tireless advocacy for the association, its members and, notably, its car builders.
Also a 2021 Hall of Fame inductee, Bob Moore (right) was feted for his pioneering role in industry data, radically transforming how the industry markets product.
Jessi Combs entered the 2021 SEMA Hall of Fame posthumously. Combs’ mother Nina and her husband Chuck Darrington (left) thanked the industry for honoring Jessi.
Council and Network Awards
During the industry banquet, key honorees of several SEMA councils and networks were also recognized for their outstanding industry contributions. Council and network award recipients at the 2021 SEMA Show included:
Automotive Restoration Market Organization (ARMO)
ARMO Hall of Fame: Dave Roberts
Business of the Year: R.E.M.
Immediate Past Chair Award: Tray Smith, H&H Classic Parts
Person of the Year: Steve Ames (Posthumous)
Emerging Trends & Technology Network (ETTN)
Immediate Past Chair Service Award: Ian Lehn, BOOSTane
Hot Rod Industry Alliance (HRIA)
Business of the Year: Tim Foss, The Garage Media
HRIA Hall of Fame: Joe Petlick
Industry Recognition Award: Ed Capen, Barrett-Jackson Auctions
Professional Restylers Organization (PRO)
Jim Borré Lifetime Achievement Award: Joe Johnston, Tops & Trends
Manufacturer of the Year: Trim Illusion, Colby McLaughlin, President
Nat Danas Person of the Year: Rod Bennett, Chrome Enhancements
Restyler of the Year: Specialty Auto Treatments/SAT
SEMA PRO Cup Challenge: DPS Automotive
SEMA Businesswomen’s Network (SBN)
Jessi Combs Rising Star Award: Katie Lyons, Student, Iowa State University
SheIsSEMA Woman of the Year: Theresa Contreras, LGE-CTS
Truck and Off-Road Association (TORA)
Retailer of the Year: Bill Silva, Top-Country Tops
SOURCE
National Monument Boundaries: President Biden signed SEMA-opposed proclamations to expand the boundaries for three National Monuments, including Grand Staircase-Escalante and Bears Ears National Monuments. The size of both monuments was reduced by President Trump in 2017. Biden’s action will restore the size of the Grand Staircase-Escalante National Monument and slightly expand the Bears Ears National Monument from its size prior to reduction. SEMA will monitor the new land-management plans triggered by this action to ensure that current off-road trails are not adversely impacted. National Monument designations frequently lead to the closure of existing off-road roads and trails. SEMA supports a collaborative approach when making major land-use decisions, including input from local citizens, elected leaders and other stakeholders.
Massachusetts—Antique Vehicles: The Massachusetts Joint Transportation Committee passed a pair of SEMA-supported bills to exempt older antique vehicles from the state’s annual safety inspection requirement. The bills apply to vehicles at least 50 years old registered with antique or year-of-manufacture license plates and whose owners are members of recognized antique automobile clubs. Current law requires all vehicles to be inspected every year regardless of model year, including those registered as antiques. The bills await consideration in the House Ways and Means Committee.
Rates start at $4,600 for those taking the U.S. government MDCP grant. SEMA can assist qualified companies in accessing additional funds from many state
Automotive Restoration Market Organization (ARMO)
Emerging Trends & Technology Network (ETTN)
Hot Rod Industry Alliance (HRIA)
Preserving the Past for the Future
Motorsports Parts Manufacturers Council (MPMC)
Professional Restylers Organization (PRO)
SEMA Businesswomen’s Network (SBN)
Truck & Off-Road Alliance (TORA)
Wheel & Tire Council (WTC)
Young Executives Network (YEN)
A feature story in the August 1960 issue of Hot Rod showed off two “sharp Fords” that had been customized by “lucky owner” Ron Coleman. The ’32 five-window coupe and the ’51 coupe provide a nice snapshot of styling trends that were popular in the late ’50s and early ’60s.
The 2021 SEMA Show clearly indicated that a large portion of our industry values an event that provides face-to-face contact, innovative new products, networking, and the opportunity to renew its love affair with the automobile. Congratulations are due all around, and especially to those who worked through obstacles and overcame uncertainties in order to make the 2021 Show their priority.
