Here’s the ’22 Chevy Silverado ZR2 undergoing testing, showing a few new traits about the upcoming off-road-oriented truck.

The Silverado ZR2 (or potentially Silverado Trail Boss ZR2) will feature even more rugged capability than the Trail Boss models. From the shots, we can see a higher clearance front bumper, a prominent skid plate at the front and what appears to be an even greater suspension lift. Curiously, this prototype is fitted with a set of running boards that don’t appear to offer very high ground clearance.

Other than that, the Silverado ZR2 should adopt all the traits of the Silverado 1500 refresh, including a new interior.

Photo credit: Brian Williams, SpiedBilde

Here’s the ’22 Chevy Silverado ZR2 undergoing testing, showing a few new traits about the upcoming off-road-oriented truck.

The Silverado ZR2 (or potentially Silverado Trail Boss ZR2) will feature even more rugged capability than the Trail Boss models. From the shots, we can see a higher clearance front bumper, a prominent skid plate at the front and what appears to be an even greater suspension lift. Curiously, this prototype is fitted with a set of running boards that don’t appear to offer very high ground clearance.

Other than that, the Silverado ZR2 should adopt all the traits of the Silverado 1500 refresh, including a new interior.

Photo credit: Brian Williams, SpiedBilde

By SEMA Washington, D.C., Staff

The U.S. International Trade Commission (ITC) issued a final decision that U.S. industry is being harmed from imports of passenger and light-truck tires at less than fair value (“dumping”) from South Korea, Taiwan and Thailand, and that tires are being subsidized by the government of Vietnam. The ITC dismissed the anti-dumping investigation for tires from Vietnam as being negligible.

In May, the U.S. Department of Commerce (DOC) issued final calculations for dumping duties to be assessed for tires from South Korea, Taiwan and Thailand, and countervailing duties for tires from Vietnam. The dumping margins are 14.72% to 27.05% for South Korea, 20.04% to 101.84% for Taiwan, and 14.62% to 21.09% for Thailand. The subsidy rates range from 6.23% to 7.89% for Vietnam. The duties are collected by U.S. Customs and Border Protection.

Click here for more specific duty information.

Questions? Contact Stuart Gosswein at stuartg@sema.org.

Compiled by SEMA Editors

Diode Dynamics Announces ISO 9001:2015 Certification

Automotive LED lighting manufacturer Diode Dynamics has announced that the company has achieved ISO 9001:2015 certification. The company was audited by SRI Quality System Registrar, and received their certificate on May 25. The scope of Diode Dynamics’ certification includes the design, manufacture and distribution of automotive lighting products.

ISO 9001:2015 is a globally recognized quality management standard developed by the International Organization for Standardization (ISO). The certification provides a model for companies of all types to use in building an effective quality management system, with a focus on risk-based thinking, accountability, and continuous improvement in all organizational processes.

This certification was not contractually required by any existing customers. Instead, Diode Dynamics’ decision to work towards ISO 9001:2015 certification was the result of its ongoing commitment to providing industry-leading, high-quality products to its customers, and the company’s focus on continuous improvement and excellence, according to the company.

Competition Specialties Inc. Adds Charlie Jensen to Team Roster

Competition Specialties Inc. has announced Charlie Jensen as the newest team member of its purchasing department. Jensen has been in the automotive specialty-equipment industry since 1989, when he went to work for Flex-A-Lite in Tacoma, Washington, as a customer service rep. Over the next seven years, he worked his way up in the company, achieving the ranks of production coordinator and sales manager. In 1996, he joined K&N Engineering as its international sales manager in Southern California. In 1998, he accepted a job with the independent sales rep company R & R Marketing. For the next 12 years, he excelled in all aspects of managing the challenges of marketing multiple product lines to a wide variety of wholesale distribution companies throughout the Western States region. In 2010, through a partnership with Jerry Nunez, IMS Marketing was launched. The company received recognition for outstanding service from SEMA in 2012. Due to Nunez’s unexpected passing in November 2012, Jensen took over IMS Marketing, rebranding it as Jensen Marketing Services, which for eight years thrived as a rep services company until the 2020 global pandemic.

Aaron Kaufman, Builder and Show Host to Appear at Carlisle GM Nationals

Carlisle Events announced that Aaron Kaufman will sign autographs on Saturday, June 26, at the Carlisle Fairgrounds in Pennsylvania, during the Carlisle GM Nationals. Kaufman is a builder and TV personality who is known for his time alongside Richard Rawlings on “Gas Monkey Garage,” and is also the owner of Arclight Fabrication located in Dallas. Sessions with Kaufman are scheduled from 9:00 a.m.–11:00 a.m., and again from 1:00 p.m.–3:00 p.m. The autograph and photo opportunity with Kaufman is free once on Carlisle grounds. The two-day gathering of all things GM takes place June 25–26, and includes competitions, special displays and automotive guests and personalities.

RRMCI to Represent McGard Through Western United States and Canadian Territories

McGard will now work with R&R Marketing Consultants Inc. (RRMCI) for North American sales and marketing representation. RRMCI will represent McGard throughout the Western United States and Canada. McGard is the latest brand to retain the sales and marketing services of R&R Marketing Consultants Inc. The Kansas City-based firm has earned six SEMA Representative of the Year Awards for their work in the automotive aftermarket. For more information on McGard’s security products, wheel locks and chrome-plated lug nuts or to become a dealer, visit www.mcgard.com.

Sonoma Raceway Names Peter Rogers Vice President of Sales

Peter Rogers, a long-time executive in the music and entertainment industry, has been named vice president of sales for Sonoma Raceway. In his new role, Rogers will oversee all aspects of sponsorships and sales for the 1,600-acre Northern California facility, including title sponsorships, premium sales, corporate events and official speedway partnerships. Rogers holds former experience with Sony Music and Jay-Z’s Roc Nation. His most recent position was serving as vice president of partnerships and business development for the Life Is Beautiful Festival in Las Vegas. Rogers will report to Speedway Motorsports Chief Sales Officer Kevin Camper. Rogers will relocate from Las Vegas to Sonoma.

Thermo-Tec Automotive Inc. Launches New Website

Thermo-Tec Automotive Inc. announced that the company has revamped and launched a new website to modernize the online presence of the company. The updates feature a new rotating banner, product categories on the homepage, and many updated images and videos, as well as a new enticing layout to browse products. The new website still has its e-commerce features, allowing visitors to continue purchasing Thermo-Tec products directly from the manufacturer.

CT Performance Opens New Facility

CT Performance has announced its relocation to a brand-new facility in Stockbridge, Michigan. The 12,500-sq.-ft. facility is situated on five acres of land and is expected to allow CT Performance to offer additional services, including tire mounting, balancing, alignment, and in-house machining and parts manufacturing. The new facility also features a five-axis CNC machining center, giving CT Performance the ability to manufacture performance components in-house.

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 Ashley Reyes

After a year of connecting virtually, Hot Rod Industry Alliance (HRIA) members will connect at the Iowa State Fairgrounds/Goodguys Heartland Nationals in Des Moines, Iowa, for an in-person membership meeting taking place on Thursday, July 1, from 3:30 p.m.–5:00 p.m. (CDT).

This meeting is open to current HRIA members and businesses in the hot-rod market that are interested in learning more involved with the council. The HRIA Select Committee will be on site to share updates on the council’s latest initiatives, as well as answer questions from attendees on what resources are available.  

Those attending Goodguys Heartland Nationals are encouraged to RSVP for the meeting.

By PRI Staff

Performance Racing Industry (PRI) and its leading content creation team are embarking on a second PRI Road Tour to share stories from events and race tracks around the country.

Starting with one of the most historic racing competitions, the PRI Road Tour began June 23, at the Pikes Peak International Hill Climb in Colorado Springs, Colorado. Like the inaugural PRI Road Tour coverage, which brought stories from businesses, racers and industry icons to more than 45 million individuals, the 2021 program will highlight the stories, passion, energy and excitement found only in the racing industry.

“We were very pleased with the success of last year's PRI Road Tour, which resulted in hundreds of high-quality news pieces from the nearly 100 racing and performance shops that we visited,” said PRI President Dr. Jamie Meyer. “The second PRI Road Tour will focus on elevating the entire racing industry with coverage that everyone will find entertaining from the world’s best photographers and videographers.”

The 2021 PRI Road Tour will make stops at iconic tracks and racing events throughout the country before culminating at the world’s premier auto racing trade show, the PRI Trade Show, December 9–11, at the Indiana Convention Center in downtown Indianapolis. Exclusive and never-before-seen Road Tour content will be showcased to PRI Trade Show attendees.

The 2021 PRI Road Tour will include high-profile events, smaller events, iconic events and everything in between during its months-long trip around the country. Scheduled stops include:

• June 21-27: Pikes Peak International Hill Climb, Colorado Springs, Colorado
• July 14: Dirt Car Summer Nationals, Indianapolis
• July 16-17: Kings Royal, Rossburg, Ohio
• July 22: Rally North America, Gingerman, Michigan
• July 24-25: NMCA/NMRA Power Festival, Martin, Michigan
• August 20-22: NTPA Summer Nationals, Bowling Green, Ohio
• September 2-5: Crandon World Championships, Crandon, Wisconsin
• September 10-12: Gridlife, South Haven, Michigan
• September 13-17: Hot Rod Drag Week, various locations
• October 7-10: Super Dirt Week, Oswego, New York
• October 22-23: Indy Autonomous Challenge, Indianapolis
• October 29-31: Dodge/SRT NHRA Nationals, Las Vegas
• November 2-5: SEMA Show, Las Vegas
• December 3-5: Mint 400, Las Vegas
• December 9-11: PRI Trade Show, Indianapolis

PRI will collect content at every stop and share images, videos and more through its website, social platforms, weekly eNewsletter, and monthly magazine. Exclusive pieces will feature personal stories from racers, track owners, promoters and fans on the industry they love. Last year’s Road Tour yielded a cache of unique and never-before-seen footage, including interviews with business owners sharing their passion for the motorsports industry.

“The racing community has rallied around the PRI Road Tour to help showcase how the racing industry is a keystone segment of our country’s economy, and the importance of race tracks to local markets,” said Meyer. “Race tracks were among the hardest-hit businesses by the pandemic, so it’s important that we continue to support them and advocate for the entire industry.”

Sponsors of this year's PRI Road Tour include AST Suspension Technology, Buzze Racing, Callies Performance Products, Deatschwerks, Design Engineering Inc., Forgeline Motorsports, Hawk Performance, Hot Shot’s Secret, KW Automotive, Lucas Oil Products, Marwin Sports, Mass Traction and RE Suspension.

As a unifying force for the industry, PRI advocates on a number of issues, including petitioning the U.S. Small Business Administration (SBA) to expand the Shuttered Venues Operator Grant (SVOG) program to include motorsports.

PRI also launched a new motorsports membership program this year that is designed to formally unite and protect racing while celebrating the sport through exclusive member benefits. To learn more about PRI Membership and how you can contribute to the fight to preserve racing’s future in the United States, visit performanceracing.com/membership.

“This PRI Road Tour is part of our commitment to the entire motorsports industry—business owners, track operators, and racers,” said Meyer. “No one else is advocating for the racing industry and sharing their stories. We’re here to represent and unite the motorsports community.”

Content generated by the PRI Road Tour is available for editorial use by journalists by contacting PRI Media Relations Manager Juan Torres, juant@performanceracing.com.

To learn more about the PRI Road Tour, visit pri2021.com/roadtour, email RoadTour@performanceracing.com, and follow Performance Racing Industry on Facebook, Instagram, LinkedIn, YouTube, TikTok and Twitter.

By Ashley Reyes

Automotive Restoration Market Organization (ARMO) members and those involved in the auto restoration industry are invited to join in on a virtual panel discussion on “Recruiting and Keeping Talented Employees,” a top challenge recently reported by ARMO-member companies.

Taking place in conjunction with the ARMO general membership meeting on June 25 at 10:00 a.m. (PDT), participants will discover protocols that auto restoration professionals have used or are currently using to find quality employees for their organization.

“The virtual panel discussions are a great way for ARMO members to stay updated on challenges facing this segment of the aftermarket,” said Jim Skelly, ARMO Council Director. “By keeping our members informed of important issues, we can work together to create solutions through open dialogue while advancing and promoting awareness of the restoration hobby.”

Updates on existing ARMO programs designed to help members grow their business and promote their brands to consumers will also be discussed.  

View the full meeting agenda and register.

By Ashley Reyes

Boosting productivity improves performance and can help you get more done in less time. However, having a long to-do list can feel overwhelming.   
Managers and supervisors are invited learn how to keep their productivity at a maximum, while increasing their overall effectiveness during the SEMA Businesswomen’s Network (SBN) upcoming webinar.  

“How to Keep Productivity at a Maximum,” taking place July 22, at 12:00 p.m. (PDT), will feature tips and habits for increasing productivity throughout the day, how to identify and avoid obstacles that impede productivity, and various goal-setting methods for effectively managing time.

Participants will engage through a virtual breakout following the webinar presentation to discuss different scenarios and share what has or hasn’t worked for boosting productivity from their own personal experience.

Register here.

By Ashley Reyes

The slightest modification to an ADAS-equipped vehicle—a new layer of window film, for example, or a freshly painted bumper—can potentially affect an ADAS system’s ability to function as intended by the OE manufacturer. Further complicating matters is the lack of any standardized industry protocols regarding sourcing, positioning and calibrating these systems. To the aftermarket manufacturer looking to R&D new products to integrate with ADAS sensors, or the repair shop tasked with installing and testing them, the learning curve can seem steep indeed.

To help demystify ADAS and shed light on what can seem to be an impenetrable subject, SEMA members are invited to attend a three-part SEMA Virtual Education webinar series focused on ADAS and the aftermarket. Moderated by Mike Spagnola, SEMA vice president of OEM and product development programs, the series provides an overview of ADAS while offering expert service and troubleshooting tips from a panel of industry professionals.

The first episode, “ADAS Technologies: Real World Systems and Trends” streamed in mid-June and offered an overview of the technology and featured a lively Q&A session. Among the topics discussed were:

• How can you tell what ADAS systems are on a given vehicle? Does the vehicle VIN work, or is there another resource?
• What specific tools and equipment are needed?
• How does windshield protection film affect sensor or camera functions?
• Will smaller calibration targets become OE-acceptable or certified?

To learn more about these subjects and to view a recording of the presentation, visit the SEMA YouTube Channel.  

Because most ADAS products rely on sensors that are very precise, aftermarket products for vehicles equipped with ADAS must be rigorously tested. Depending on the ADAS on the vehicle and the aftermarket product involved, different tools and test methodologies may be required.  

Part Two of the series, “Making Sense of Simulation, Testing and Calibration,” takes place on Wednesday, June 30, at 11:00 a.m.–12:30 p.m. (PDT) and will feature a panel of experts who will answer attendees’ questions while sharing resources that SEMA members can utilize to develop, test and install parts successfully while maintaining the OEM functionality of the ADAS system.

Register for ADAS Technologies: Making Sense of Simulation, Testing and Calibration.  

By SEMA Editors

Showgoers booking through onPeak—the SEMA Show housing partner—receive guaranteed low rates on a wide range of hotel properties at locations on and off the Las Vegas Strip.

onPeak not only offers discounted nightly rates for SEMA Show participants, but also offers reduced resort fees so you can save even more on your stay.

See below for the list of hotels offering discounted nightly resort fees.

Note: Rates listed on the onPeak website do not include the resort fee.

When making your hotel reservations through the SEMA Show Travel & Lodging page, you are receiving the most affordable and convenient hotel options through our partnership with onPeak—the only official hotel provider for the 2021 SEMA Show. All negotiated rates provided by onPeak include resort fees and will allow you to change or cancel your reservation without any financial penalties.

More information about the SEMA Show, Tuesday–Friday, November 2–5, is available on www.SEMAShow.com.