By Ashley Reyes

Mark your calendars for September 30, when Ringbrothers open up for a live video interview. As part of the SEMA Automotive Restoration Organization (ARMO) Builder Series, Ringbrothers’ Jim and Mike Ring will kick off the first live interview in the series.

The unedited, candid conversation will be hosted by Sabra Johnson of City Classic Cars, and include an honest dialogue about Ringbrothers’ career journeys, the road that led them to building custom SEMA Show cars and manufacturing some of the world’s most innovative aftermarket parts.

Join them as they uncover surprising stories and talk about what inspires them to keep breaking industry norms. Register here for the ARMO Builder Series live webinar featuring Ringbrothers.

By Ashley Reyes

Kelleigh Ash, director of sales, marketing and brand management at KW automotive North America Inc., is the latest SEMA Emerging Trends & Technology Network (ETTN) member to share her insight on how her company pivoted during the pandemic and utilized technology to keep business moving forward.

Get to know what technology tools have increased her company’s speed-to-market and what new trends she is seeing in sales and marketing in her interview with SEMA below.

SEMA: How has your company pivoted during the pandemic?  

Kelleigh Ash: In 2020, we had to run on split shifts for months to socially distance and limit exposure. As an example, we had to run two separate shifts in our R&D department while developing the first-to-market performance coilover suspension system for the new C8. This was a huge challenge, and we pivoted our product development process to utilize virtual tools and new technologies to achieve our goal. In spite of this challenge, our team is made up of some serious engineering rockstars, and they knocked it out of the park and delivered on time.

SEMA: What technology tools—new or old—have you leaned on recently?

KA: We have utilized new 3D printing technology, 3D scanning, 3D animations, AI and augmented reality just to name a few. The past 18 months have forced these new technologies, as it relates to engineering and product development, to the forefront of utilization. These new technologies have increased speed-to-market, decreased costs and allowed us to forge paths for new product innovations in ways we never thought possible.

SEMA: What new trends have you noticed with sales and marketing?

KA: Product data and content have never been more important. Our industry was in the middle of the shift to a majority of digital content and a digital consumer shopping experience. The pandemic has catapulted our industry into this digital market, as consumers had no choice but to shop from their phones during lockdown. Showing off your product features and benefits, immersing the consumer in your product on their phones or tablets and making them feel like they can touch and feel your product in a virtual environment is key to success today.

SEMA: What, if any, changes in business do you feel will outlive the pandemic?

KA: I believe that working from anywhere (not just from home) and virtual meetings are here to stay. Companies learned quickly that certain roles can be managed productively and effectively remotely, and that virtual meetings can be just as effective. Additionally, the consumer shift to a digital-only shopping experience is here to stay.

Fill out this form for a chance to be featured in the next ETTN member insight. By sharing your experiences, you can inspire and motivate other members to learn new tips and ideas. You may also be featured on ETTN’s social media and in SEMA eNews.

By SEMA Editors

Approved media attending the 2021 SEMA Show will have access to the SEMA Show Media Center, one of the many exclusive resources available to help reporters and journalists maximize their time at the November 2–5 trade-only Show in Las Vegas.

Located in Room S219—on the Skybridge between Central and South Halls—the Media Center is where approved media will pick up their credentials for the first industry-wide in-person gathering since 2019. Reporters can use the Media Center as a home base during the week to develop and file stories on the many exhibitors, new products and vehicle reveals at the Show.

New this year, credentialed media will have the ability to avoid the general concession stands in the Las Vegas Convention Center during the week of the SEMA Show by quickly purchasing lunch or snacks in the Media Center. Free coffee, water and limited snacks will still be available in the Media Center, but this new benefit will help journalists save time and allow them to focus on interviewing exhibitors and creating content while at the Show.

Also, complimentary laptops will not be available in the Media Center this year, but journalists will continue to have access to dedicated work areas with free media-only Wi-Fi and electrical outlets to charge all devices. Complimentary copy services, the SEMA Show Directory, exhibitor press materials and limited private lockers will remain available in the Media Center.

“We are committed to helping media before, during and after the SEMA Show, and are working to make their SEMA Show experience a positive and successful one,” said SEMA Media Relations Manager Juan Torres. “We continue to seek ways to better assist media at the SEMA Show, and welcome their input and ideas.”

The 2021 SEMA Show Media Center will be open:

• Thursday, October 28: 9:00 a.m.–5:00 p.m.
• Friday, Oct. 29: 9:00 a.m.–5:00 p.m.
• Saturday, Oct. 30: 9:00 a.m.–5:00 p.m.
• Sunday, Oct. 31: 9:00 a.m.–5:00 p.m.
• Monday, Nov. 1: 7:30 a.m.–6:30 p.m.
• Tuesday, Nov. 2: 7:00 a.m.–7:00 p.m.
• Wednesday, Nov. 3: 7:30 a.m.–6:30 p.m.
• Thursday, Nov. 4: 8:00 a.m.–6:30 p.m.
• Friday, Nov. 5: 8:00 a.m.–3:00 p.m.

For additional information about this year's SEMA Show, visit www.SEMAShow.com/media or contact SEMA PR at pr@sema.org. 

This is the ’22 Mustang GT California Special Edition undergoing testing in Dearborn, Michigan, with masked logos and badges on the grille, door and decklid.

Based on the engine note, the convertible musclecar is still powered by Ford's 5.0L Coyote V8 and is mated to a six-speed manual. The only visual difference that we can find is a different set of wheels that is similar to (but not the same as) the units used on the Mustang Bullitt that was discontinued after the ’20 model year.

Exactly why Ford is updating the S550 Mustang so late in its lifecycle is puzzling, but it may just be a play to wring out some additional bucks before it goes to pasture.

Photo credit: Brian Williams, SpiedBilde

This is the ’22 Mustang GT California Special Edition undergoing testing in Dearborn, Michigan, with masked logos and badges on the grille, door and decklid.

Based on the engine note, the convertible musclecar is still powered by Ford's 5.0L Coyote V8 and is mated to a six-speed manual. The only visual difference that we can find is a different set of wheels that is similar to (but not the same as) the units used on the Mustang Bullitt that was discontinued after the ’20 model year.

Exactly why Ford is updating the S550 Mustang so late in its lifecycle is puzzling, but it may just be a play to wring out some additional bucks before it goes to pasture.

Photo credit: Brian Williams, SpiedBilde

By Kyle Cheng

Electric and hybrid powertrains are slowly gaining popularity. By 2035, SEMA Market Research projects that alternative power (electric, hybrid, fuel cell, etc.) will account for 45% of all new light vehicles sold. However, significant challenges remain to more mainstream adoption of this technology.

By and large, American consumers still prefer traditional engines, with 74% saying they want a gas or diesel engine for their next vehicle. Concerns around charging, range, cost and safety as well as infrastructure needs are limiting factors. Currently, alternative power only represents 1% of all vehicles in operation. Even as these vehicles grow, given that the average vehicle stays in operation for just over 12 years, it will take a while for old vehicles to cycle out—so traditional engines aren’t going away anytime soon.

Want to learn more about the future of alternative power and its potential impact on the specialty-equipment industry? Download the new SEMA “Emerging Trends: Electrification, Alternative Power and Advanced Technology” report today at www.sema.org/research.

By Ashley Reyes

With a deep history in the hot-rod market, the 2021 SEMA Show will bring together some of the original founders and heroes in the industry. On the Show floor in Hot Rod Alley (located in Central Hall), attendees will find dozens of iconic brands, such as Classic Instruments, Mooneyes, Vintage Air and Flaming River, exhibiting alongside newer manufacturers and media outlets, including Engaged Media, Hemming Motor News and In Gear Media.

In Hot Rod Alley, attendees will find one-of-a-kind custom builds, from vintage classic cars and street rods to musclecars and custom designs. Representatives from the SEMA Hot Rod Industry Alliance (HRIA) will also be on hand in the HRIA booth (#23295), where businesses in the industry can learn how the group can help them connect and unite with other businesses in the hot-rod segment.

Throughout the Show week, special events and educational seminars will take place specifically for the hot-rod industry. Hot-rod members are invited and encouraged to attend the following events to make the most out of their SEMA Show experience:

SEMA Hot Rod Industry Alliance (HRIA) Reception
When: Wednesday, November 3, 5:15 p.m.–7:30 p.m.
Location: Westgate Paradise Event Center

Join HRIA for an evening of celebration and networking. Highly anticipated among Showgoers in the hot-rod market, this event brings together colleagues, leaders and builders to celebrate their passion for the hot-rod customization hobby. An awards ceremony will also take place to announce and honor the 2021 Industry Recognition Award winner, Company of the Year, and HRIA Hall of Fame Inductee(s).

SEMA Education: Hot Rod Builders Drive the Vintage Segment, Powered by HRIA
When: Thursday, November 4, 9:00 a.m.–10:00 a.m.
Location: Las Vegas Convention Center, N258

No matter where you go, a hot rod is a rolling work of art that turns heads when seen or heard driving down the street or strip. Top builders in the hot-rod segment will gather on the SEMA stage to discuss what continues to drive the passion for these vehicles and why the future looks so bright. Add this session to your Show Planner when registering for the SEMA Show.

HRIA Booth and Feature Vehicles
When: Tuesday, November 2 – Friday, November 5
Location: LVCC Central Hall, Booth #23295

HRIA select committee members will be available to answer questions about the benefits of council membership throughout the week inside the HRIA booth. Shared with the SEMA Automotive Restoration Market Organization (ARMO), the booth will also showcase three HRIA feature vehicles, with additional HRIA feature vehicles displayed outdoors under the portico along the north hall lobby area.  

Battle of the Builders Competition—Featuring Young Guns Corral
Location: Las Vegas Convention Center, North Hall

The competition shines a spotlight on the amazing talents and craftsmanship of builders. This year, the competition will an receive an expanded presence, with a special area dedicated to interviews and vehicle reveals, including cars by past contestants and winners. Showgoers will also be able to see the final 2021 judging as it progresses all day Friday.

To learn more about the 2021 SEMA Show, visit www.semashow.com or subscribe to SEMA eNews.

Compiled by SEMA Editors

P&E Distributors Inc. Hires Don Dolan as Vice President of Sales

P&E Distributors Inc. has announced the hiring of Don Dolan as its new vice president of sales, responsible for managing overall sales functions, including wholesale B2B, retail B2C marketplace platforms and its Tennessee Speed Sport retail store. Before joining P&E, Dolan has spent his career in sales and marketing, most recently with Driver Industrial and the Covert Track Group, where he was responsible for developing and implementing all sales and marketing in domestic and international channels. 

LSI Chemical Signs Agreement with Saudi Arabian Distributor

LSI Chemical, the international division of Lubrication Specialties Inc., has announced a new distributorship agreement with Diamond Island Contracting Co. located in the Makkah Province of Saudi Arabia. The company will immediately have the right to market and distribute LSI Chemical fuel and oil additives developed for downstream refinery operations with a goal of improving the quality of petrol and diesel, including biodiesel fuels, sold in the Middle East. Additionally, Diamond Island Contracting will also distribute Hot Shot’s Secret performance lubricant products for the retail automotive aftermarket.

PFC Brakes Launches New Website

PFC Brakes has once again teamed up with web development firm CC Communications to completely reimagine, redesign and launch the all-new pfcbrakes.com. The new PFC Brakes site is designed to enable users to find products quickly and efficiently by market segment on any device. A re-tooled Serve Duty parts finder, a new dealer locator and a mobile first design are just a few of the new features that complement the new design. The new www.pfcbrakes.com will be updated on a regular basis, making it a one-stop shop for all PFC brakes content, product information and news. The new website officially launched August 28.

Kinderhook Sells ProCare Collision to Classic Collision

Kinderhook Industries LLC announced the sale of ProCare Collision to Classic Collision. Financial terms of the transaction were not disclosed. ProCare is a nationally recognized, state-of-the-art collision repair company that operates 45 auto body repair shops in the greater Austin, San Antonio, and Houston, Texas markets. Procare's commitment to provide exceptional quality collision repair and community involvement has cultivated a large base of loyal customers. Kirkland & Ellis LLP served as legal counsel to ProCare and Henson & Efron, P.A. provided legal counsel to Classic in the transaction.

VP Racing Fuels Inc. Expands With Behrent's Performance Warehouse

VP Racing Fuels Inc. announced the expansion of the company's product line with Behrent's Performance Warehouse in Florida, New York. Behrent’s expanded selection of VP products now includes several grades of VP motor oils and other lubricants. Racers and drivers can shop for these VP products at 38 Meadow Road Florida, NY 10921, or https://behrents.com/brand/vp-racing-fuel.asp

Have some company news you would like to share? Let us know and the news may appear in an upcoming issue of SEMA eNews. Send your items for consideration to editors@sema.org.

  

By SEMA Editors

With an additional 600,000 sq. ft. of exhibit space due to the Las Vegas Convention Center’s West Hall expansion, the 2021 SEMA Show, to be held, November 2–5, promises to offer attendees an array of enthusiast events, jaw-dropping builds, competitions and networking opportunities.

Mobile App

A great tool to maximize your time at the Show, the official SEMA Show app contains detailed exhibitor information, interactive floorplans and up-to-date event and education information—all from the convenience of your mobile device. This year, the SEMA Show app will feature a scanning function that will allow attendees to quickly capture product and exhibitor information from feature vehicles on display throughout the Show as well as the ability to scan and save products from the New Products Showcase. The app puts the entire SEMA Show in your pocket. It is available as a free download from your mobile device’s native app store as well as online at www.SEMAShow.com/app.

Feature Vehicle Displays

The SEMA Show is renowned for the innovative parts and accessories displayed on Show Vehicles representing every industry niche, from cars to trucks to powersports. Much more than rolling works of art, the vehicles offer an in-person look at real-life applications of the aftermarket’s latest and most impressive products. Located throughout the Las Vegas Convention Center, the displays connect with Showgoers as an extension to the product creators’ exhibit booths.

Ford Out Front

Silver Lot

Visit Ford Out Front to see customization and capability. Located in front of the Central Hall, Ford Out Front provides SEMA attendees the opportunity to experience the power and performance of Ford vehicles by taking a ride with a professional driver. Whether you like to burn rubber or hear the call of the wild, the vehicles at Ford Out Front put on quite a show. Make sure you stop by the Ford Performance Parts trailer to see what’s new in parts and accessories. Don’t miss the action-packed drifting by SEMA’s ultimate fun-haver, Vaughn Gittin Jr., and stay to watch the newest addition to Ford Out Front, the Bronco family.

Hoonigan

Silver Lot

Hoonigan is celebrating its 10-year anniversary with SEMA bringing its wildly popular brand of automotive mayhem to the 2021 SEMA Show. Its daily Burnyard Bash shows will transform Silver Lot into a faithful recreation of Hoonigan’s iconic Burnyard at Irwindale Speedway. The outdoor exhibit will include celebrity influencers from the automotive realm and beyond; gaming simulators in the gaming pit; and the brand’s signature antics, consisting of burnouts, donuts, wall taps, massive hucks and more. SEMA Showgoers can watch all the action on Hoonigan’s Twitch channel (twitch.tv/hoonigan Channel ID: 214338593) and on Hoonigan’s YouTube channel after the SEMA Show during their hour-long special.

 

New Products Showcase

Upper South Hall
Booth # 31255

The SEMA Show’s most popular exhibit, the New Products Showcase, is a must-visit destination for buyers and media in search of the latest and most exciting products to hit the aftermarket. This year, the Showcase will be located in one continuous space of 30,000 sq. ft. in the Upper South Hall, and will display thousands of new and featured products. All scanning can be done using the SEMA Show app.

OPTIMA Alley   

Bronze Lot

OPTIMA Alley will feature more than 80 of OPTIMA Batteries’ Ultimate Street Car Invitational competitors.

SEMA Award Presentation

Silver Drive, Outside Central Hall Entrance
Monday, November 1
5:00 p.m.–7:00 p.m.

The annual SEMA Awards, given to the top-trending vehicle models in five categories, will be presented Monday, November 1, the day before the 2021 SEMA Show officially opens. Presented to automakers for the SEMA Car of the Year, SEMA Full-Sized Truck of the Year, SEMA Mid-Sized Truck of the Year, SEMA 4x4-SUV of the Year, and SEMA Sport Compact of the Year, the SEMA Award winners are determined and voted on by SEMA Show exhibiting manufacturers to recognize vehicles that manufacturers are investing in and developing products for. The program heightens awareness for aftermarket products and exemplifies the industry’s partnership between automakers and aftermarket manufacturers who develop products to improve a vehicle’s performance, safety and convenience, as well as its appearance and comfort.

SEMA Central

Grand Lobby
Monday, November 1 - Thursday, November 4
8:00 a.m.–5:00 p.m.
Friday, November 5
8:00 a.m.–4:00 p.m.

This year, SEMA Central expands to offer Show goers a more immersive industry experience than ever before. Visit this Show hub to see top-tier vehicle builds and center-stage interviews with iconic personalities. There’s even a boutique shop to outfit you with the latest SEMA Gear. SEMA Central is also the place to discover how a membership in the trade association can advance your business and professional development. Join SEMA at the Show, and your company gets access to the two SEMA Members Lounges, located in North and South Halls. Plus, meet our SEMA Garage and SEMA DATA teams who can explain how their state-of-the-art services can drive your business to new levels. There’s always something happening at SEMA Central.

SEMA Cruise

Silver Drive

Vehicles from the 2021 SEMA Show begin parading out of the Convention Center at Show close—4:00 p.m.—on Friday, thrilling thousands of fans within grandstands along the route. Watch more than 1,000 vehicles as they parade toward the West Hall Parking Lot and SEMA Ignited—the official after-party of the SEMA Show. As the festivities include giveaways and entertainment, the Cruise has become one of the most anticipated Show events and is open for all to attend.

SEMA Electrified

North Hall

As a trade association, SEMA looks down the road for emerging trends in performance and hot rodding, and views vehicle electrification as a modern-day expression of these enthusiast pursuits. Now SEMA Electrified offers the industry an opportunity to see where this growing segment might take us in the next five to 10 years and beyond. Experience for yourself the surprising technologies that are advancing and redefining the performance aftermarket. At SEMA Electrified, you’ll encounter some incredible custom electric-vehicle conversions and noteworthy parts and products that are currently driving the market.

SEMA Gear

East Lobby,
SEMA Central,
Grand Lobby,
Grand Plaza,
Central Hall,
Skybridge,
West Hall

Nine SEMA Gear stores are located throughout the Show for your shopping convenience. Don’t forget to stop by and pick up gifts and Show memorabilia for friends and business associates back home. At each store, you’ll find T-shirts, hats, bags and more. A portion of the proceeds from every sale are donated to SEMA Cares charities.

SEMA Ignited

West Hall Parking Lot

SEMA Show culminates at SEMA Ignited, the official after-party, which launches immediately after the Show ends. The event takes place in the Convention Center Platinum Lot­—just a short walk away—and is free to all credentialed Show attendees. Introduced in 2014, the annual event is also open to the general public, giving consumers the chance to glimpse some of the vehicles and excitement from the world-famous trade-only SEMA Show. The party is a great way for Show goers to unwind from the week while enjoying a night of food, entertainment, drifting demonstrations and more. Gates open at 3:00 p.m., and your SEMA Show badge serves as your free ticket. For more information, visit www.semaignited.com.

SEMA Launch Pad

Central Hall

Five executive-level innovators will compete in a “shark tank”-like business competition for young automotive entrepreneurs. Following the competition on Monday, each company will have their new products on display throughout Show week in the Launch Pad Corral and Featured Products Showcase. Don’t forget to check out the newest addition to the Corral, the Honda Talon UTV Student Build. Visit the Corral to learn about their products and businesses.

SEMA Overland Experience

Booth #62234

Buyers at the 2021 SEMA Show will be able to see products and vehicles specifically for overlanding in the all-new SEMA Overland Experience area. Located in West Hall, this special feature will include dozens of customized vehicles with fully popped-out tents, sunshades outfitted for survival, and portable kitchen systems displayed among exhibitors supporting the growing overlanding market. With many similarities and connections to off-roading, overlanding has strong roots in Australia, South Africa and certain parts of South America, and has taken off in the United States during the past decade. The SEMA Overland Experience will also feature industry experts sharing and discussing trends, business opportunities and challenges in this rapidly growing aftermarket segment.

Silver Lot

Front of the Las Vegas Convention Center

The Silver Lot is known for its outdoor displays of amazing feature vehicles. It also puts a number of action-packed attractions literally front and center at the Las Vegas Convention Center. Make sure to catch this year’s adrenalin-boosting array of features and exhibits, including the Ford Out Front Performance Experience, Hoonigan’s “SEMA of Shred” and much more.

Chip Foose Experience

North Hall

For the first time ever, SEMA Show attendees will have a chance to see Chip’s one-of-a-kind automotive designs and renderings on display. Sixty of Foose’s most famous designs and sketches and featuring 20 of his most famous builds, including RIDLER Winners and “Overhaulin’” builds! Watch as Foose does a live drawing/design demonstration on the stage—and projected onto big screens—creating a new set of custom wheels! Watch as the team from Wheel Pros uses a CNC machine to cut out Foose’s custom wheel design live in front of the SEMA attendee audience in the Wheel Pros Garage.

Score Baja 1000

North Hall

BAJA 1000 Experience is as much an interactive experience as it is a trade show display and B2B attraction. SCORE is returning to the SEMA Show with a host of interactive experiences including: Custom SCORE Baja 1000 Chase Truck Build and Giveaway – participating sponsors will build a custom “Chase Truck” on-site during the show, and on Friday / the last day of The SEMA Show, one lucky attendee will go home with this amazing vehicle. Autograph Sessions with some of SCORE International’s biggest champions—both past and present.

Battle of the Builders

North Hall

SEMA Show vehicle builders again take center stage in the annual SEMA Battle of the Builders (BOTB) competition. Introduced in 2014 to recognize and celebrate proven vehicle builders and products across all market categories, the action unfolds throughout the week, with cameras following along to document the journey for a TV program set to air in 2022 on A+E Networks’ FYI and HISTORY’s DRIVE Block. (Visit www.semabotb.com for updates on TV airings.) While expert judges narrow the selection down, it’s the builders themselves who ultimately vote among each other to select the winner. You can follow the progress at a SEMA Central press conference announcing the top 40 finalists Tuesday, November 2, at 1:30 p.m., and another presser announcing the top 12 Wednesday, November 3, at 1:30 p.m. On Friday, November 4, the final four judging takes place on the BOTB Stage at 3:00 p.m., with the ultimate winner crowned at 4:00 p.m.

Schedule:

• Tuesday, November 2, 1:30 p.m.–1:50 p.m./Top 40 Finalists (SEMA Central)
• Wednesday, November 3, 1:30 p.m.–1:50 p.m./Top 12 Finalists (SEMA Central)
• Friday, November 5, 10:00 a.m.–2:30 p.m./SEMA: Battle of the Builders Top 12 Finalists Judging
• Friday, November 5, 3:00 p.m./SEMA: Battle of the Builders Top 4 Finalists Announced
• Friday, November 5, 4:00 p.m./SEMA: Battle of the Builders Winner Announced

  

By SEMA Editors

The SEMA Show’s official housing partner, onPeak, has added several new hotels for this year. Showgoers are guaranteed low rates with no hidden fees when booking through onPeak.

Take advantage of door-to-door service and air conditioning by riding the complimentary shuttle buses to get to and from SEMA Show. All official hotels not within walking distance (more than ½ mile away), will run shuttles to the Las Vegas Convention Center each day of the Show.

The Travel & Lodging page on www.SEMAShow.com features a real-time listing of the hotel deals and discounts available for the 2021 SEMA Show, November 2–5, in Las Vegas.

Nightly Rate		Hotel Name
$308		Conrad Las Vegas at Resorts World
$278		Las Vegas Hilton at Resorts World
$289		OYO Hotel and Casino Las Vegas

There are a number of non-casino properties that are offering discounted rates for SEMA Show guests. Check these out and book with onPeak today:

Nightly Rate		Hotel Name
$270		Courtyard Las Vegas Convention Center
$281		Hilton Grand Vacations on Paradise (Convention Center)
$289		Las Vegas Marriott
$309		Renaissance Las Vegas Hotel
$259		Residence Inn Las Vegas Convention Center by Marriott
$285		SpringHill Suites Las Vegas Convention Center
$164		Vdara
$215		Westin