SEMA News—September 2021

PEOPLE

Social-Media Influencers Revisited

Did the COVID-19 Pandemic Just Advance the Playbook?

By Mike Imlay

In the early months of the pandemic, as state after state began to lock down, SEMA News examined the advantages that social-media content creators (aka “influencers”) could bring to enthusiast and consumer engagement. Our article entitled “The New Media Landscape” asked: “Can tapping social-media influencers promote business recovery?”

The answer, it turns out, was unequivocally yes.

Throughout the pandemic, industry content creators saw record traffic. Aftermarket businesses of all shapes and sizes amplified their voices, and well-timed social-media marketing initiatives helped fuel aftermarket growth, even as other American business sectors faltered. Now, with the economy reopening, SEMA News revisits the topic to explore how the past year’s experience has advanced the social-media marketing playbook.

By now, virtually everyone is familiar with the concept of “social-media influencers.” While the term has become a catchall for social-media personalities with large followings, many of them in the automotive realm wince at the title. Some prefer to be called “brand ambassadors,” but the safest description is probably “content producers.”

Whether through Instagram, YouTube, podcasting or other social-media platforms, they create regular photos, posts, videos and productions (typically around a single theme) intended to inform and entertain fellow enthusiasts. Most create that content in a freewheeling freelance environment, often first as a hobby that grows organically to such an extent that they eventually monetize it.

Authentic Messaging

“I think a couple of the big advantages that brands have working with social-media content creators and influencers is that they get a very genuine and authentic message delivered to an audience,” said Derek Drake, CEO of DriveShop, a Redmond, Washington-based marketing agency specializing in social-media channels.

According to Drake, there are other key benefits: Campaigns are highly scalable based on goals and budgets. Brands can easily target messaging to niche or broader audiences. What’s more, social-media content has a long lifespan, and brands can even repurpose content created by an influencer through the brand’s own social channels.

“All of that makes social-media marketing really effective,” Drake said. “It is a very affordable way for brands to get a high volume of content out about their products, their company and what they’re doing in the industry, instead of having to pay production companies, crews and agencies to produce all that content.”

During COVID-19’s onset in March 2020, DriveShop launched research into content creators, their engagement with followers, and their collaborations with sponsors and advertisers. The survey showed that roughly half of influencers had already increased their follower numbers, and a third of the influencers were posting more frequently to meet the growing demand for content. Most importantly, 52% saw a surge in follower engagement and interaction with what they posted, even while only 22% said that they were posting content specifically related to the pandemic.

If anything, the ensuing months proved the innate value of social-media marketing and further solidified the aftermarket’s relationship with content creators.

“There are definitely some broad-stroke changes that happened,” Drake observed. “I wouldn’t call them necessarily huge shifts in the way influencers, brands and audiences are working but more of an acceleration of the trends we were seeing before the pandemic.

“The volume of partnerships that are coming out of different initiatives and programs and campaigns is increasing quite a bit. We’re also seeing quite a lot of new brands that haven’t necessarily done influencer and social-media marketing before coming to the table and asking, ‘How do I get engaged with an influencer to help tell the story of my company or my brand or the story of the product I’m bringing to market?’ So we’ve definitely seen an increase in the engagement and participation of manufacturers and brands over the last six to nine months—especially in the aftermarket space.”

As Seen on YouTube

When SEMA News interviewed automotive YouTuber Rob Dahm in April 2020, his subscribers numbered close to 800,000. During the pandemic, that number grew to 893,000. Perhaps even more important, his channel’s average viewer watch time—a highly prized YouTube metric—dramatically increased.

“It’s been a grind but a consistent grind, and that’s a good thing,” he said of his work over the past year. “I think that the pandemic in many ways has solidified YouTube and online media as sources of information.”

Dahm’s video content includes build projects, product demonstrations, visits to garages and manufacturing facilities, and interviews with brand representatives. His latest vehicle project has been a four-rotor, all-wheel-drive Mazda RX-7, which he recently raced against a Subaru WRX STI driven by Travis Pastrana.

“I was racing an industry legend, and I almost beat him,” Dahm mused. “That was a testament to all of the different products and people that gave me advice. Some of the biggest names in the industry guided me. For me to run a tube-chassis car, not being an automotive engineer, and to competitively race a 1,400hp vehicle—that says something about the way the community comes together.”

That sense of community resonated with his subscribers, who turned to him for inspiration to tackle their own automotive projects during the lockdowns. Now that stay-at-home orders have diminished, his viewership is sticking with him.

“At this point, there are people who have started car projects,” he said. “As we all know, not all of them get finished, but they still make progress on them on average. So from a consumer standpoint, I definitely see interest levels up and more parts being purchased, and that’s not fading or going away. That’s a very exciting, positive part [of the last year]. There are a lot of people taking on more complex projects because either they have the time or it’s a source of happiness and escape for them.”

However, Dahm said that his subscribers are also expressing interest in live automotive gatherings as the nation reopens for business. To meet that growing demand, Dahm has begun presenting visits to private industry events staged in very controlled environments.

“People are just so ready to continue living their lives,” he said of his audience. “They want to see somebody doing something out there. The car world is definitely filled with a lot of very energetic people filled with that entrepreneurial spirit. People want to get out there even with [some degree of] risk to themselves. They just want to experience life and that rush. I mean, the whole point of automotive is the rush of the drive, which has taken a toll.”

That thirst for event-related content has also helped Dahm further solidify his relationships with industry brands and sponsors. Here, Dahm strives for authenticity. If he doesn’t personally believe in a brand or use its products, he won’t endorse them in his videos.

“I don’t go out looking for sponsors, and never once have I messaged companies asking for something. They message me,” he said. “In these relationships, I’m not looking for what they can give me. My job is focused on what’s interesting, on where the story is, because the more interesting the video and title are, that’s the benefit for me. There are many people out there whose stories I just love sharing. They’re interesting people, and their products are great, and they themselves are memorable.”

Still, Dahm said it’s impossible not to take note of the rising compensation rates he and many YouTubers are seeing, thanks to recent spikes in viewership.

“It’s a very interesting realm to be in, and I think it blows some people’s minds the amount of money being spent on YouTube,” he observed. “For a typical video, you’re talking about $4,000–$6,000 of [product compensation] or cash for a mention or sponsorship-type of role. For smaller companies, that’s a real eye-opener, understandably, and for them, it’s probably not worth it. But that’s what is being paid right now, and as that number has grown, the number of people willing to pay it has also grown.”

Podcasts and Pitches

Of course, when seeking to partner with content creators, there are many platform options, ranging from Instagram to Facebook to TikTok. Sometimes overlooked in the conversation is podcasting, which Mecum Auctions Executive Producer Matt Avery said can be an especially affordable channel for smaller brands.

Avery co-hosts the “Mecum On the Move” podcast along with Mecum Auctions Director of Company Relations John Kraman. Launched in the spring of 2020, the podcast covers Mecum Auctions news along with in-depth industry interviews touching a full range of performance and classic-car topics. It is considered one of the fastest-growing automotive podcasts in a progressively hot medium.

“When you have a marketing budget and you’re looking at the best use of your dollars, podcasting is very accessible,” Avery noted. “It can be a great way to reach a targeted audience.

“The nice thing about a podcast is that for great content, the sky is the limit in terms of who you can connect with, the brands that you can connect with, and the enthusiasm you can connect with. The technology is accessible. It’s not too hard to get set up with a platform to host, and it’s not too hard to get the gear to do it. The problem is being able to produce it regularly, because, really, that’s the way to dial in your audience.”

Which means that there are plenty of podcasters constantly on the lookout for interesting items and guests to highlight—and, therefore, highly receptive to company news items, new-product announcements and other inside scoops from brands. Additionally, brands often leverage podcasts through radio-like 30-sec. ad buys and segment or episode sponsorships. But Avery says an ideal way to engage is to offer a company spokesperson as a guest
expert on a topic of interest.

“The key as a brand is to remember that it is audio,” Avery said. “Unfortunately, audio can reveal a speaker’s flaws if you have someone who is unfamiliar with the platform or who doesn’t really understand it, and nothing will irritate a podcast host like a guest who rambles on.”

Like YouTube channels, podcasts have surged in popularity over the past year and are ubiquitous across a variety of platforms that include Apple Podcasts, Google Podcasts, Spotify and Stitcher, to name a few. Pitching a podcaster starts with an e-mail press release, which in today’s shifting media landscape has evolved into something more dynamic and interactive than in olden times.

“As a journalist and a podcaster, what I’m looking for in a press release is good information, good tech, but I also want high-resolution imagery,” Avery said. “To be innovative, you could include an audio message that’s recorded professionally or tee up a podcast soundbite to drop into the show.

“Audio files are small and very easy to attach. It’s no different from supplying B-roll of a brand-new vehicle or highlight photography. That way, you’re giving podcasters no excuse not to use that content.”

According to Avery, audio from a company owner or manager who explains a new product or commentary from the people who design, build or install it is podcast gold that will easily grab the attention of a host or a producer. If the image and audio attachments are too large for email, a link to an easily downloadable file is essential.

“Again, the more streamlined you make it, the better, so if you’re marketing a new product, event, or whatever you want to promote, make it turnkey,” he said.

Connecting With Influencers

While marketing through social-media influencers can seem pricey in some cases, it’s far from a Goliaths-only game. In fact, working with content creators is a great way for smaller companies to level the playing field and get their messages out. The crucial task is finding content creators who resonate with your brand and trusting them to deliver your message to their audiences in their own, authentic manner.

“A great way for a company to get started is to look within their own customer base,” Drake suggested. “Look to see who is using the product and has a presence on social media. Start to work with them and say, ‘Hey, can you give us some testimonials? Could we give you a new product to try?’ Those types of engagements—the genuine, authentic engagements that you have with existing customers—would be key.”

According to Drake, another step would be to simply search social-media channels for influencers who are creating content that aligns with your brand, products and interests. Engage them and make them customers first and then advocates for your brand.

“Now, I caveat that by saying that the brand doing this needs to have a presence on social media,” he said. “You have to be on Instagram, Twitter and Facebook so you can interact with people, but if you’ve got that, then I would start with your core customers.”

Meanwhile, aftermarket brands of all sizes are already benefiting from a pilot SEMA Social Media Correspondents program launched in partnership with DriveShop a few years ago. The initiative basically credentials influencers much like other media professionals at various SEMA events—notably the SEMA Show, the annual Motorsports Parts Manufacturers Council’s Media Trade Conference and, more recently, the SEMA360 online trade event. In exchange for that special access, influencers agree to generate exclusive social-media content that highlights SEMA-member companies and products.

“We initially launched the program a few years ago at the SEMA Show with the intent to create awareness and bring attention to our industry, member products, and the innovative ideas that are born out of the Show,” explained Ira Gabriel, SEMA vice president of marketing, public relations and communications. “The program has since grown to encompass more than 80 influencers on many different platforms from all around the country and representing different segments—truck, off-road, sport compacts, hot rods, racing and so forth. It’s oriented through the lens of young builder-influencers and what they experience through SEMA. We ask the influencers to focus on the products they discover and use, how they use them, and their enjoyment of the industry, because it’s all about trying to create awareness for association members.”

According to Gabriel, the initiative has been so successful that SEMA is at work on a next-phase program that will further offer SEMA members—including smaller brands—the chance to access influencers as a member benefit.

“Our emphasis is to keep brands and influencers connected, to foster a community, to showcase new products, to highlight innovation, and to really put forth our member companies and what they do and how they do it,” he said. “At the same time, content creators also get deeper exposure to our industry.”

Primed for Growth

So having weathered a pandemic and come out thriving, what might the future hold for influencer marketing?

“I think one of the things that we’ve seen with social media, and especially in the aftermarket industry over the course of the pandemic, has been an incredible amount of support for different personalities and people within the industry at all levels,” Drake answered. “Young builders took the opportunity to get started and do their first builds, and professionals who have been in this industry for years turned to interactions on social media for inspiration and to support others.”

That interaction, Drake said, strengthened the genuine connections that have always been at the core of the aftermarket. In turn, those connections cemented the roles that social media and influencers will continue to play going forward.

“I think we’re going to see social consumption continue at a pretty high level,” Drake said. “We’ll also see a pent-up demand for people to get together at live, in-person events, particularly among aftermarket enthusiasts as things open up. We’re going to see an explosion of content around that. It will be, ‘Hey, let’s get together, let’s go here, let’s do this.”

Sources

Rob Dahm
Automotive YouTuber
robdahm@gmail.com
www.youtube.com/channel/UChg9P8du8Ykqy6MbMK5jpzQ

DriveShop
Derek Drake, CEO
425-869-8519 x35
derek@driveshop.com
www.driveshop.com

“Mecum On the Move” Podcast
Mecum Auctions
Matt Avery and John Kraman, Co-Hosts
844-446-3286
info@mecumfinancial.com
https://monthly.mecum.com/podcast

SEMA News—September 2021

FROM THE HILL

SEMA Intensifies Advocacy Efforts at 2021 Virtual Washington Rally

By Eric Snyder

SEMA’s Washington Rally looked a lot different in 2021 than in years past. It marked the first time SEMA members met with their lawmakers and their staffs in Congress remotely rather than in person. While the goal was to have everyone come to Washington, restrictions on meetings in the U.S. Capitol complex made it impossible. Nevertheless, the virtual meetings were focused, beneficial, and helped to build support for top industry legislative priorities.

This year’s Washington Rally saw record participation from SEMA members as more than 70 industry professionals met with their U.S. Senators, representatives and congressional staff in June and July. The meetings proved to be an effective way to connect with Congress and ensure that lawmakers hear directly from their constituents. In this instance, the Rally was policy-centered, since there are more issues facing the industry than ever before, including the continued right to modify a vehicle, the Recognizing the Protection of Motorsports (RPM) Act, business tax incentives, off-road access, and the importance of the internal-combustion engine.

Enacting the RPM Act (H.R. 3281) into law took center stage at the Rally. The bipartisan bill will guarantee the right to modify street cars, trucks and motorcycles into dedicated race vehicles and ensure that the motorsports industry can offer parts that enable racers to compete. Rally meetings reinforced the outpouring of support for the bill this year—enthusiasts sent more than 1.4 million messages urging lawmakers to pass the bill. The RPM Act currently includes 77 co-sponsors, including several lawmakers who joined after meeting with SEMA-member business representatives and staff or because of the letters they received from their constituents in support of the bill.

The RPM Act was first introduced in 2016 after the U.S. Environmental Protection Agency (EPA) said that the 50-year-old Federal Clean Air Act gave the agency the authority to regulate race-car conversions and emissions-related racing parts. SEMA has led the fight to overturn this interpretation and confirm that it is legal for street vehicles to be converted into dedicated race cars and to sell parts of those cars.

“We cannot let up on our efforts to push for the RPM Act,” said Daniel Ingber, SEMA vice president of government and legal affairs. “As the EPA attacks the motorsports industry, we must protect our right to modify vehicles. The RPM Act will clarify that it is legal to modify street vehicles into dedicated race cars and give the industry the assurance it needs to continue to legally compete.”

Lawmakers were also asked to co-sponsor the Hospitality and Commerce Job Recovery Act of 2021 (H.R. 1346/S. 477), which would provide tax credits to cover 50% of the expenses associated with exhibiting or attending a trade show or a business conference in the United States from 2022 through 2024. The legislation recognizes that ongoing assistance is still needed for the entertainment, travel and hospitality industries and convention centers—targeted relief not addressed during the pandemic.

Ensuring that enthusiasts can continue to customize and personalize their vehicles was an important topic. SEMA is focused on staying ahead of new technology, ensuring that specialty parts work seamlessly when installed on new vehicles. SEMA-member companies often need access to data when designing and producing products that are electronically installed or plugged into a vehicle.

While aftermarket businesses have relied on reverse engineering, Tech Transfer and other ways to supplement available service and repair information, technological advances should not prevent specialty auto products from meshing with vehicle hardware and software. For example, while cybersecurity is important to vehicle owners, automakers cannot use it as a pretext to lock down electronic control units and prevent vehicle modifications.

SEMA members talked to lawmakers about the importance of being able to modify vehicles with advanced driver-assistance systems (ADAS), which are active and passive safety performance technologies that assist drivers and automate vehicle systems. ADAS gather information and help to improve driving safety through features such as electronic stability control, forward-collision warning, lane-departure warning, advanced braking and adaptive cruise control.

Aftermarket parts must be interoperable with OE vehicle sensors that track speed, location and other conditions about the vehicle being driven. SEMA and industry partners are working to develop tests to confirm that ADAS features operate as intended when vehicles are modified (such as with lift kits, suspension upgrades, and larger tires and wheels). The association’s new SEMA Garage near Detroit will feature ADAS testing tools and equipment.

Protecting and expanding access for off-highway motorized recreation was another popular topic. SEMA members asked lawmakers to support and co-sponsor the Recreational Trails Full Funding Act of 2021 (H.R. 1864). The bill would require the Federal Highway Administration to estimate the amount of gas taxes paid by non-highway recreational users (ATVs, UTVs, snowmobiles, etc.).

Gas taxes paid by OHV users fund the Recreational Trails Program (RTP). It is estimated that OHV users pay more than $270 million each year in gas taxes, yet the RTP is currently funded at $84 million. The legislation would increase RTP funding to $250 million or the amount the Federal Highway Administration currently estimates OHV users are spending, whichever is higher.

SEMA members also spoke with federal lawmakers on a host of other issues, voicing support for increased federal investments in roads and bridges while raising concerns about electric-vehicle mandates. Additionally, SEMA members spoke about niche issues such as ensuring that Congress funds restoration of the Bonneville Salt Flats and the need for the National Highway Traffic Safety Administration to complete its replica-vehicle regulation so that small businesses can start producing completed vehicles that resemble the classics.

While SEMA looks forward to hosting the Washington Rally in person in 2022, there’s no reason to wait until then to engage your federal lawmakers. SEMA staff is available to schedule meetings with your lawmakers and invite them to tour your business or visit key industry events. Lobbying is a year-round activity, and it is crucial that we keep our issues in front of federal and state lawmakers.

SEMA News—September 2021

HERITAGE

Eliminator Awards

By Drew Hardin

Photography Courtesy: Bob D’Olivo, Petersen Publishing Company Archive

A lot was at stake when drag racers from around the country converged at the brand-new Indianapolis Raceway Park (IRP) for the NHRA’s seventh annual National Championship Drags in 1961. More than 900 competitors from some 40 states turned out to win races, set records, cement championships and build reputations during that humid Labor Day weekend.

A veritable who’s-who of the nation’s quickest and fastest was at IRP, including Mickey Thompson, Jack Chrisman, Dode Martin, George Montgomery, Joe Schubeck, Tommy Ivo, Joe Hrudka, K.S. Pittman and many, many more—including a young dragster pilot whose last name the editors at Hot Rod misspelled as McKewen.

To the winners went glory, trophies, a mention (and maybe even a picture) in Hot Rod as well as some substantial merchandise. Chrisman, whose season-long success made him a shoo-in for the Competition Car championship even prior to the Nats, won a new ’61 Thunderbird courtesy of George Hurst’s Hurst-Campbell Corporation. The Stock champion, Ron Morgan, won a ’61 Pontiac Catalina, also sponsored by Hurst-Campbell and prepped for racing by Royal Pontiac.

These 348hp Pontiac Trophy V8 engines, all fitted with Tri-Power induction, three-speed transmissions and Hurst shifters, were donated by Hurst and given to the event’s Eliminator winners: Top Eliminator Pete Robinson (“An unknown engineer from the deep South” who “successfully invaded the domain of the giants and conquered all who dared approach,” as Hot Rod’s LeRoi Smith described him); Middle Eliminator Walt Knoch Jr., who won driving his “Walt’s Puffer Too” Hemi-powered Model T roadster; Little Eliminator Willie Ragsdale and his ’61 Chevy-powered T named “Raunchy”; and Street Eliminator Junior Garrison and his Chevy-powered Willys. The fifth engine was not awarded, as Stock Eliminator winner Don Nicholson was disqualified during the post-race teardown “on several technical points.” Wrote Smith: “It’s either factory stock or it isn’t stock—period.”

In addition to his Top Eliminator win, Robinson set low e.t. of the meet at 8.68 seconds. Dode Martin’s “Two Thing” dragster set top speed of the meet at 177.87 mph. Though he was fast, Martin was beaten in AA/Dragster competition by the young Tom McEwen, who ran against Robinson in the AA/D final and lost at the top end.

SEMA News—September 2021

On to 2022…and Beyond

By Chris Kersting

Having weathered more than a year of global pandemic and with the 2021 SEMA Show now clearly on the horizon, I want to draw your attention to recent SEMA research that yields some clarity on how the industry has managed during the pandemic and what we can expect moving forward.

A great new research tool from the SEMA Market Research department, the Spring 2021 “State of the Industry Report” is a 63-page study that projects our long-term economic outlook. The forward-looking report makes use of outside data gathered from government, academic and auto industry sources, along with a survey of 1,939 individuals within the specialty-equipment industry.

The plan is to conduct this type of survey as often as twice a year. The SEMA research team is also offering monthly webinars to help provide updated perspectives during this fast-moving business climate.

The full report can be downloaded by visiting www.sema.org/research. The key findings portray a specialty-equipment industry that survived the pandemic better than many sectors of the economy—and good reason for optimism moving into 2022.

The study documents a business sector that, overall, has come through a historic period of disruption and has become stronger in many ways because of it. While there were some companies that suffered poor outcomes, many more saw increased sales. The overall industry growth curve has stayed close to its five-year trend. Many businesses reported success with online and social-media channels to shore up retail sales, and businesses of all types discovered new ways to engage their customers.

Looking ahead, a remarkable percentage of the SEMA companies surveyed expect their sales to grow significantly over the next year as the country moves from disruption to normalcy. Other companies report that there will be some digging out to do before their businesses fully recover.

This enthusiasm for the coming business year comes within the context of a positive overall economic outlook that projects strong growth for the larger economy. Rising consumer confidence, rebounding new-vehicle
production and healthy consumer spending levels are among the tailwinds supporting the anticipated recovery.

Although the overall outlook is favorable, the study notes that there are still some headwinds facing the economy. Supply constraints have affected our sector, and while many businesses reported plans to increase staffing in the next 12 months, it may take time to find the right people. Overall, the challenge will be to gear up to take advantage of strong consumer demand for products and shore up sources for parts and raw materials. The upcoming SEMA Show will provide an excellent occasion to address both opportunities and challenges—and the industry is showing eagerness to reconnect.

The SEMA Show management team is seeing registration trends outpacing those of normal years. Exhibitors are making plans to use the New Products Showcase to display a bumper crop of products developed over the past 18 months, and many exhibitors have taken advantage of the opportunity to expand their booths.

Attendees can expect the annual Monday-night Reveal party and Thursday-night Industry Awards Banquet to return bigger and brighter than ever, and the annual SEMA Ignited after-party will once again cap the week. Anchoring the value offerings, the 2021 educational lineup includes expert speakers who will provide perspectives on how the business environment has changed and tactics for capturing current opportunities. And newly completed convention center facilities will ease congestion and provide a fresh experience for all.

If you haven’t finalized your plans to attend the 2021 SEMA Show, now is the time to visit www.SEMAShow.com, check out the floorplan, and set yourself up to take advantage in an accelerating business landscape.

SEMA News—September 2021

INTERNATIONAL

European Union Sets New Online Sales Requirements for Overseas Suppliers

By Linda Spencer

U.S. suppliers selling over the internet to European consumers need to comply with new regulations regarding the collection, reporting and payment of value-added taxes (VAT). Starting July 2021, sellers located outside the European Union (EU) and shipping orders to consumers located in any of the 27 EU states are required to collect and pay VAT taxes through a new platform known as the Import-One-Stop-Shop (IOSS). These new requirements cover all individual sales of up to €150 (approximately $178 USD) but do not include sales overseas suppliers make through third-party platforms such as Amazon. The following are frequently asked questions regarding requirements for overseas suppliers.

Q: I understand that there are two registration platforms. Should I register for the IOSS or the One-Stop-Shop (OSS)?

A: The IOSS is designed for companies located outside the EU selling to European customers. The OSS is designed for companies based in the EU selling goods to customers in other EU countries.

Q: Can I continue to send European consumers orders for up €22 (approximately $26 USD) VAT-free?

A: No. The VAT exemption for imported goods valued up to €22 has ended. Under the new regulations, vendors are required to collect and pay VAT tax on all sales to consumers valued under €150.

Q: I sell my products exclusively on platforms such as eBay and Amazon. Do I need to register for the IOSS and pay VAT taxes?

A: No. The registration requirement is only for those selling their products directly to European consumers. The third-party market platforms are the ones required to collect and handle the VAT tax rather than the individual sellers.

Q: I sell directly to European consumers, but the items are much more expensive than the €150 noted in the new regulations. Am I affected?

A: This scheme is specifically for the sale of “low-value” goods (not exceeding €150) from outside the EU to buyers inside the EU. If the value of your goods is higher than that, then you should follow the traditional import VAT rules.

Q: Will I need to register for the IOSS in each European country in which I sell, since each has different VAT rates?

A: No, you apply for the IOSS in one country. You are required to collect the correct VAT for each sale depending on the European country in which the consumer is located, but all reporting and payment is done from this one IOSS account. The European Commission website and the websites of national tax administrations provide the VAT tax for each country. If your company does not have an EU-registered entity and is not based in the EU, you will need to appoint a locally established intermediary to handle the registration process.

Q: What are the reporting requirements?

A: IOSS registrants are required to report sales/VAT tax monthly and pay the tax due on a quarterly basis. Suppliers are required to maintain VAT records for 10 years.

Q: What are the situations in which I do not need to fill an IOSS entry?

• A sale valued more than €150. These goods will be taxed at importation.
• A sale to a European consumer not living in one of the 27 EU countries. For example, the United Kingdom, Norway, Switzerland and Iceland are not members of the EU and thus sales into those countries are not included in the new IOSS requirements. These non-EU countries may have their own so-called low-value VAT schemes. For example, the United Kingdom has just this year instituted a system requiring companies register and pay VAT on all e-commerce sales more than £135 (about $186 USD).
• If you sell to a tax-registered business.
• If the sale of goods is facilitated through an electronic marketplace into the EU, the platform is considered to have made the sale and is liable for the payment of VAT.

Source

For more information, contact Linda Spencer at lindas@sema.org or visit the European Union’s page on the IOSS: https://ec.europa.eu/taxation_customs/business/vat/ioss_en.

SEMA News—September 2021

EVENTS

First-Time Exhibitors at the 2021 SEMA Show

By Mike Imlay

First-time exhibitors are often of special interest to SEMA Show attendees because they bring never-before-seen products and services to the industry. In fact, first-time exhibitors are great sources of innovation and the latest product-line opportunities for installers, jobbers and retailers. They can even introduce attendees to potential crossover markets.

As of June, more than 200 first-time exhibitors were already on the SEMA Show floorpan. That data is offered here to assist attendees in building a prioritized list of leads, which will help them make the most of their time at the Show.

The following list is organized by Show category for easy research. While these listings are accurate as of press time, the full up-to-date exhibitor roster that resides online at www.semashow.com/floorplan will always provide the most current status of all exhibitors.

Now is also the time to secure Show credentials and book hotel rooms. Registration is open at www.semashow.com/register. Approved domestic buyers who register online prior to October 12 will pay the lowest price of $40 and will have their badges mailed to them before the Show, thus avoiding lines on-site. Hotel deals can be found at www.semashow.com/travel courtesy of OnPeak, the SEMA Show’s official housing partner.

List as of 7/12/21

Business Services

AutoShopContent.com
www.autoshopcontent.com
Booth #11649

Buck Wear
www.buckwear.com
Booth #11369

Convermax
https://convermax.com
Booth #11465

FeedStation
www.feedstation.com
Booth #11657

Label Industries
www.labelindustries.com
Booth #11648

Mitsui Plastics Inc.
www.mitsuiplastics.com
Booth #11365

121eCommerce
www.121mage.com
Booth #11748

PDM Automotive
www.pdm-automotive.com
Booth #11523

ProThings.com
www.prothings.com

Booth #11750

Shoes For Crews
www.shoesforcrews.com
Booth #11754

SmartDog Solutions/aACE
www.smartdog-solutions.com
Booth #11665

Snap Finance
www.snapfinance.com
Booth #11764

Spark Videotrucks
www.sparkvideotrucks.com

Booth #11423

Walmart Global eCommerce
https://marketplace.walmart.com
Booth #11265

Collision Repair & Refinish

CAMAUTO PRO
www.camautopro.com
Booth #35237

Car-Rep Automotive Products
www.car-rep.net
Booth #33223

Collision Repair Magazine
www.collisionrepairmag.com
Booth #34233

Cozmo Recon
www.cozmorecon.com
Booth #34235

Dongguan King Abrasives Co. Ltd.
www.dgkingdom.com
Booth #36229

HC Pacific
www.hcpacific.com
Booth #39249

Kolor System Co., Ltd.
www.kolorsystem.com
Booth #35241

Level Finish
www.level-finish.com
Booth #37231

Mercury Tools
www.gangyan-diamond.com
Booth #38250

OpenThrottle Powder
www.openthrottlepowder.com
Booth #37248

Parr Wash Inc.
www.parrwash.com
Booth #34237

ProColor Collision
www.procolor.com
Booth #34243

Q1 Premium Masking Solutions
www.q1tapes.com
Booth #36233

Sedgwick
www.sedgwick.com/directrepairprogram
Booth #37249

Start2Finish
www.start2finish.app
Booth #38248

Vaber Industriale SPA
www.vaber.it
Booth #37228

Wheel Restore/HBC Systems
www.hbc-system.com
Booth #36236

W.M. Barr & Company
www.wmbarr.com
Booth #32233

Global Tire Expo—Powered by TIA

GRP Equipment
www.grpequip.com
Booth #49205

Rhino Tire USA LLC
www.rhinotireusa.com
Booth #47207

RoboTire
www.robotire.com
Booth #43223

Tire Direct International
www.tiredirect.com.mx
Booth #43175

Venom Power & Predator Tires
www.transamericatire.com
Booth #41215

Hot Rod Alley

ACES Fuel Injection
www.acesfuelinjection.com
Booth #24893

Classic Recreations
www.classic-recreations.com
Booth #10941

Cobera-Automotive
www.cobera-automotive.com
Booth #11011

Dirty Dingo Motorsports
www.dirtydingo.com
Booth #11326

Electric GT
www.electricgt.com
Booth #11033

God, Guys and Gears
www.facebook.com/godguysandgears
Booth #10915

HR Manufacturing
www.hrmanufacturing.com
Booth #24889

Loaded Dice Speed Shop
www.loadeddicespeedshop.com
Booth #11144

MuxWiring
www.muxwiring.com
Booth #10940

Pyramid Optimized Design & Manufacturing
www.pyramidoptimized.com
Booth #10950

SendCutSend.com
www.sendcutsend.com
Booth #24992

Ve-ZERO
www.ve-zero.com
Booth #11245

Mobile Electronics & Technology

Duracell
www.alliancemro.com
Booth #12079

FrontLane
www.frontlane.com
Booth #11769

MiTAC Digital Technology Corp.
www.mio.com
Booth #11723

Otofix
www.otofixtech.com
Booth #12081

PCA Enclosures
www.professionalcaraudio.com
Booth #12073

POPLOCKS
www.poplocks.com
Booth #12176

Wave Central
www.wavecentralrf.com
Booth #12172

Powersports & Utility Vehicles

Engine Ice
www.engineice.com
Booth #60014

Havoc Racing
www.Havocracingco.com
Booth #61029

Marlon Recreational Products Ltd.
www.marlonproducts.com
Booth #61019

Off-Road Research
www.orrsrch.com
Booth #60018

REVER App
www.rever.co
Booth #62032

Sahara Bikes
www.sahara-bikes.com
Booth #62028

Tucker Off-Road
www.facebook.com/tuckeroffroad
Booth #61025

Racing & Performance

AirSept Inc.
www.airsept.com
Booth #20751

AJE Suspension
www.ajesuspension.com
Booth #10944

Dyme Performance Systems Inc.
www.dymepsi.com
Booth #10918

Dynamic Drivelines
www.dynamicdrivelines.com
Booth #25267

E-Motion Engineering
www.emotionengineering.co
Booth #11211

Flexy Floor Manufacturing
www.flexyfloor.com
Booth #11221

Fupower Co. Ltd.
www.fupower.com
Booth #11227

GTR Simulator
www.gtrsimulator.com
Booth #10924

Hastings Piston Rings
www.hastingspistonrings.com
Booth #10923

Hot Shot’s Secret
www.hotshotsecret.com
Booth #10930

Idemitsu Lubricants America Corp.
www.idemitsulubricants.com
Booth #11131

Integrity Light Metals LLC
www.integritylightmetals.com
Booth #20644

JRZ Suspension Engineering
www.jrzsuspension.com
Booth #11320

Maloof Racing Engines
www.maloofracingengines.com
Booth #20767

MOTEC USA, Inc.
www.motec.com
Booth #11344

PRISMA
www.theprismalab.com
Booth #20062

Qingdao JTLD Industrial & Commercial Co. Ltd.
www.jtldautomotive.com
Booth #10916

Red Camel Racing–Safety Wear
www.redcamelracing.com
Booth #11229

RYNO Classifieds
www.ryno.co
Booth #21743

Sea Foam Motor Treatment
www.seafoamworks.com
Booth #20034

SHW Performance
www.shwperformance.com
Booth #22822

SUPERCAR SYSTEM
www.supercarsystem.com
Booth #11111

TooHighPsi Performance
www.toohighpsi.com
Booth #10920

Total Quartz Engine Oil
www.totalspecialties.com
Booth #11233

TurboTime USA
www.turbotimeusa.com
Booth #11150

Vargas Turbocharger Technologies
www.vargasturbo.com
Booth #11314

Restoration Marketplace

Acme Auto
www.acmeautoheadlining.com
Booth #24292

Brake Boosters
www.brakeboosters.com
Booth #24195

Goober’s Garage
www.goobers-garage.com
Booth #11324

Linear Blocking Tools
www.linearblockingtools.com
Booth #24495

SNG Barratt
www.sngbarratt.com
Booth #11051

Restyling & Car Care Accessories

Ad-Winner
www.ad-winner.com
Booth #13029

AE Quality Film
www.aequalityfilm.com
Booth #53227

Americana Global
www.americanaglobal.com
Booth #54225

ARC Lighting
https://arc.lighting
Booth #13367

Bron Tapes
www.brontapes.com
Booth #54266

Car Jewel
www.lunacdesign.com
Booth #54256

Clix Wipers
www.clixwipers.com
Booth #13383

Concept Chemicals & Coatings Ltd.
www.conceptchemicals.com
Booth #52269

CoolVu
www.CoolVu.com
Booth #13149

Creathome Inc.
www.creathome.us
Booth #54264

Energizer Holdings Inc.
www.energizerholdings.com
Booth #54222

Falcon Creations Motorsports
www.Fcmotorsportspro.com
Booth #53268

Fari VIP Design/Faricars.com
https://faricars.com
Booth #50265

Fusion Tools
www.fusiontinttools.com
Booth #13323

Gloss Revolution
www.glossrevolution.com
Booth #54224

GS27
www.gs27.com
Booth #53223

Huntsman GOMET
www.gomet.it
Booth #52275

Inozetek
www.inozetekusa.com
Booth #50243

Inozetek
www.inozetekusa.com
Booth #51275

Leather Repair Co.
www.leatherrepaircompany.com
Booth #53259

LEGEND Paint Protection Film
www.legendppf.com
Booth #52265

Lynx Customs
www.lynxcustoms.com
Booth #52273

McKee’s 37
www.mckees37.com
Booth #51271

Morimoto Lighting
www.drivenlightinggroup.com
Booth #52237

NARPPF
www.narppf.com
Booth #53271

Nasiol
www.nasiol.com
Booth #13253

Onyx Coating
www.onyxcoating.com
Booth #53265

Owner’s Pride
www.customdealersolutions.com
Booth #52260

Palm Customs LLC
www.palmcustomsllc.com
Booth #50273

Profilm
www.profilmgroup.com
Booth #50247

Project Autoparts Co. Ltd.
www.onyxmount.com
Booth #54260

RestorFX
www.restorfx.com/opportunity
Booth #51243

Sekisui S-LEC
www.s-lec.us
Booth #13223

Space Innovation Labs
www.spaceinnovationlabs.com
Booth #53235

Super Shiner
www.supershiner.com
Booth #53263

ThinSkinz
www.thinskinz.com
Booth #54258

TouchUp RX Paint Chip Repair Systems
www.touchuprx.com
Booth #53261

Transchem Group
https://transchem.com/
Booth #13363

Ultra Clean Car Care
www.ultracleancarcare.com
Booth #53274

WingDynamix
www.WingDynamix.com
Booth #53272

Wowza Wiper
www.inShieldWiper.com
Booth #53257

Tools & Equipment

AC Hydraulic
www.ac-hydraulic.dk/us
Booth #39175

A.N. Designs Inc./UltraWiz Tools
www.ultrawiztools.com
Booth #35185

Bend-Tech
www.bend-tech.com
Booth #39193

Beta Tools USA
www.betatoolsusa.com
Booth #38131

BLM Group
www.blmgroup.com
Booth #38171

CTA Tools
www.ctatools.com
Booth #39161

Curien
www.curienllc.com
Booth #39159

DRIVEN
www.vecher.com.ar

Booth #38221

FASTLIGN
www.fastlign.com
Booth #38125

FLAGRO USA
www.flagrousa.com
Booth #39149

Fortador
www.fortador.com
Booth #38181

4LifetimeLines
www.4lifetimelines.com
Booth #39136

Hobart Institute of Welding Technology
www.welding.org
Booth #39190

Innova Electronics
www.innova.com
Booth #38161

iSCAN by Autoland Scientech
www.iscantech.com
Booth #39189

JM3 Oil Filter Wrench
www.Oilfilterwrenchbyjm3.com
Booth #39137

Just Clips
www.justclipkits.com
Booth #39202

Kent Automotive
www.kent-automotive.com
Booth #39188

Kingdom Abrasive Corp.
www.kingdomabrasive.com
Booth #39203

Krebs
www.krebs.com.br
Booth #37127

Mobile Tool Network
www.Mobiletoolnetwork.com
Booth #38199

Panther Pro Inc.
www.panther-pro.com
Booth #39141

Prologics Europe Ltd.
www.prologicseurope.com
Booth #39131

Quantum Machinery Group
www.quantummachinery.com
Booth #37171

Raptor Blasting Systems
www.raptorblaster.com
Booth #39194

Roth North America
www.rothlubetanks.com
Booth #39153

Sanity System USA
www.sanitysystemusa.com
Booth #39171

Source West Auto Body Fasteners
www.sourceautobodyfasteners.us
Booth #39134

Super Duty Fans
www.superdutyfans.com
Booth #37151

Tribus Tools
www.Tribustools.com
Booth #38203

TW Products
www.twprod.com
Booth #39139

UHS Hardware
www.uhs-hardware.com
Booth #38189

Unilite North America
www.unilitena.com
Booth #35187

Vividia Technologies & Oasis Scientific
www.oasisscientific.com
Booth #39129

Vyper Chairs
www.vyperchair.com
Booth #38195

XToolUSA
www.xtoolusa.com
Booth #39163

Trucks, SUVs & Off-Road

Anhui Wollin International Co. Ltd.
www.wollinauto.com
Booth #12749

Beachcomber Offroad
www.beachcomberoffroad.com
Booth #13319

Circuit Board Medics
www.circuitboardmedics.com
Booth #12933

Combat Off Road
www.combat4x4.com
Booth #13220

Dirt Dynamix
www.dirtdynamix.com
Booth #13361

Eztrunk
www.eztrunk.com
Booth #13265

4WP Factory/Pro Comp/Rubicon Express/Smittybilt
www.4wheelparts.com
Booth #58141

Mastertop
www.mastertop.com
Booth #12823

Merritt Aluminum Products Co.
www.merrittproducts.com
Booth #12925

Ningbo Together Trading Co. Ltd.
www.xbullauto.com
Booth #13345

Off Road In Mind
www.offroadinmind.com
Booth #13123

Offroad Motorsports Youth Foundation
www.omy-foundation.org
Booth #13327

PROJECT X
www.projectxoffroad.com
Booth #13047

Quadratec
www.quadratec.com
Booth #13231

Rago Fabrication
www.ragofabrication.com
Booth #12723

RaZorTop
www.razortop.com
Booth #13131

Reika Vehicle Solutions
https://reikavs.com
Booth #13033

RYD Motorsports
www.rydmotorsports.com
Booth #12765

Saber Offroad
www.saberoffroad.com
Booth #12822

SeaLight
www.sealight-led.com
Booth #12849

Tasker Tailgate
https://picinh.business.site
Booth #13347

The Landcruisershop
www.thelandcruisershop.com
Booth #13339

Torque Engineering, LP
www.torq1.com
Booth #12757

Triple-R Lights
www.lazerlamps.com
Booth #13241

Wheels & Accessories

Aim Forged–Brute Wheels
www.felgenwerks.com
Booth #49594

AL13 Wheels/AXIAL Manufacturing
www.al13wheels.com
Booth #49093

ATEK MAKINA
www.atekmakina.com
Booth #47103

Elegance Wheels LLC
www.elegancewheel.com
Booth #49487

Epoch Auto Parts
www.epochautoparts.com
Booth #49521

Greensolv Inc.
www.greensolv.com
Booth #49533

KG1 Forged Wheels
www.kg1forged.com
Booth #45231

LD97 Forged
www.ld97forged.com
Booth #49109

Modular Wheel Depot
www.mwdepot.com
Booth #49513

SEMA News—September 2021

BUSINESS

Sensory Experiences

The Ins and Outs of ADAS—and How SEMA Can Help Members Master the Technology

By Douglas McColloch

The proliferation of advanced driver-assistance systems (ADAS) on OE vehicles since the turn of the 21st century has posed numerous challenges to the automotive industry. That has been especially true for the automotive aftermarket, where modification and customization are the coin of the realm. Even the slightest modification to any ADAS-equipped vehicle—a new layer of window film or a freshly painted bumper, for example—can potentially affect an ADAS system’s ability to function as intended by the manufacturer. Further complicating matters is the lack of any standardized industry protocols regarding sourcing, positioning and calibrating these systems. The learning curve can seem steep indeed to an aftermarket manufacturer looking to R&D new products to integrate with ADAS sensors or a repair shop tasked with installing them.

The first of a recent three-part SEMA Virtual Education webinar, “ADAS Technologies: Real-World Systems and Trends,” was aimed at demystifying ADAS by shedding some light on what can seem at first to be an impenetrable subject. Moderated by SEMA Vice President of OE Relations Mike Spagnola, the webinar provided an overview of ADAS while offering some expert service and repair tips from a pair of industry experts. (Future issues of SEMA News will feature coverage of subsequent webinars in the series, which will include subjects ranging from aftermarket product development to detailed testing and calibration procedures.)

Benefits and Drawbacks

Brian Daugherty, chief technology officer for the Motor and Equipment Manufacturers Association, restated the basic need for ADAS systems by starting with the surprising fact that vehicle fatalities actually rose 7% over the previous year in 2020, while the number of vehicle miles traveled declined by double that percentage. Accidents involving motorcycles and pedestrians were both up, and “as the roads were less crowded,” Daugherty concluded, “people were doing things that were less safe and taking more risks.” While ADAS is not a foolproof technology, one of its most important benefits, Daugherty explained, is to help protect motorists from their own worst impulses, and the need for such proactive systems was never more apparent than during the pandemic.

In addition to helping reduce vehicular fatalities, ADAS can also provide cost-saving benefits to motorists by reducing the overall number of collisions and repair expenses, Daugherty noted. They also provide an environmental benefit by optimizing a vehicle’s on-road performance, which can improve mileage and reduce emissions.

At present, Daugherty mentioned, more than 80 million vehicles on the road are equipped with at least one OE ADAS feature, and that number is certain to grow exponentially in the coming years as the technology becomes less costly and more widespread across the spectrum of vehicle platforms and as more older pre-ADAS vehicles are retired from service. While posing potential obstacles to the aftermarket, ADAS also presents opportunities to companies that can grasp the technology and leverage it to their advantage by launching products and services that can integrate with the systems most seamlessly.

As with any emerging technology, ADAS also comes with its share of challenges. Performing basic installations and calibrations can be complex and time-consuming. There are also numerous OE suppliers of sensors and systems, each with its own installation protocols and no standardized nomenclatures.

“You can also have several different suppliers for one vehicle model, with totally different calibration sequences for each one,” Daugherty said.

Keeping track of the steady flow of software updates can also be daunting. Additionally, simple static testing and calibration requires a significant amount of level floor space—as much as 2,500 sq. ft. by some estimates. How many fully equipped collision and repair facilities have that much level and uncluttered space? Because of that issue, the calibration process can be “cheated,” i.e., by positioning a target too close to a sensor due to constraints on floor space.

“What we are left with is a crazy patchwork of hundreds of different procedures for both repairing and calibrating these systems on all the vehicles that are on the market,” Daugherty concluded.

How SEMA Can Help

To better help member companies understand and work with ADAS, the association’s new state-of-the-industry SEMA Garage facility, located in metro Detroit and slated to open in the first quarter of 2022, will incorporate a 5,000-sq.-ft. shop space that’s set aside exclusively for ADAS testing. Two dedicated ADAS engineers will be on staff, and two static on-site calibration centers will employ both OE and aftermarket tools and equipment.

Additionally, SEMA will purchase 20 new vehicles in the coming year to use as test beds in both stock and modified configurations (e.g., lifted or lowered). Test procedures will be both static and dynamic—the latter to be done off-site in cooperation with Detroit-area test tracks. The overarching goal is to assist industry partners in better understanding the ins and outs of ADAS calibration, particularly on modified vehicles.

“The SEMA Garage Detroit facility opens new doors and opportunities,” Spagnola said in a recent interview with SEMA News. “We will be able to take our current offerings to a whole new level by making the services accessible to new members, incorporating new technology, and collaborating with key partners in the area.”

Spagnola provided an example of SEMA’s prospective ADAS test methodology.

“Starting with a ’22 Ram truck, for instance, we’ll lift it a couple of inches and install a set of 35-in. tires on it,” he said. “Then we’ll lift it 3 in. and then 4 in.
and go through all the iterations so we can better understand what happens with these vehicles’ ADAS sensors when the vehicles are modified. We really think this is a problem that the whole industry has to solve—particularly the collision-repair industry.” Spagnola added that SEMA will eventually use the knowledge gathered during testing to produce and issue a series of industry best practices for member companies.

Basic Testing and Troubleshooting

Scott Brown, former president of the International Automotive Technicians Network and founder of Diagnostic Network, reviewed some of the issues related to ADAS calibration and testing. In the process, Brown offered a few suggestions for service techs looking to successfully integrate ADAS repairs into their existing businesses. Among his recommendations:

• Access to both OE and aftermarket software and tools. “I’ve experienced both elements, where OEM software failed to execute the right commands, and I could grab the aftermarket tool and successfully control the calibration process,” Brown noted.

“The inverse is true as well. Sometimes, an aftermarket tool can’t communicate with a late-model car, but the OEM tool provides the right information.”

• Having the proper tools for calibration. “This is dependent on what you’re actually servicing,” he said. “Typically, the domestic manufacturers don’t require a lot of static-type targets, but if you go into the Asian market, you find that a lot of static targets are required.”

That can also require a facility to have the needed space to accommodate the targets, which can be a logistical problem for smaller shops.

• Access to the latest service information. “It needs to be the most current information, because this technology is always changing,” Brown advised.
• Adequate floor space and lighting. Big vehicles, such as Ford pickups, require a lot of room for a full 360-degree camera calibration. The proper lighting is also essential, Brown insisted, because “when these cameras go into calibration mode, there are certain filters being applied to the cameras that put them into a ‘hypersensitive mode,’ and if the lighting isn’t correct and they’re looking for a high-contrast target, the camera might not be able to see the target.”

Brown said that this challenge also presents an opportunity for startup companies that can offer ADAS calibration and testing services for collision and repair facilities that lack the space and lighting for it.

• The brains of a software programmer and the intuition of a service tech. This one is harder to quantify, but Brown provided a pair of examples. The first involved a ’16 Lexus that had been to a collision shop following an accident but, which according to the factory service documentation, did not require retesting or resetting of the vehicle’s front collision-avoidance camera. Brown test-drove the car, and while it seemed to ride and handle normally, he decided that it was better to be safe than sorry, so he put on his R&D cap and tested the camera back at his shop.

Surprisingly, it failed. Surveying the windshield, he noticed a thin film of grime on the inner glass (he suspected smoking or vaping as the cause). Once the grime was removed, the camera was retested, and it passed without difficulty.

The other example involved a low-mileage ’19 Honda Civic that had been purchased used and was demonstrating jerkiness in the steering that caused the vehicle to lurch uncontrollably to the left during straight-line driving and triggered numerous warning lights on the dash. The car had been brought in for service more than once without a successful resolution. The culprit? A left lower control-arm pivot bolt was slightly egged out of its bolthole, resulting in a misalignment. The bolt was retightened to spec, and a complete realignment and vehicle scan was performed. A subsequent test drive exhibited no steering abnormalities—a reminder that the solution to a technical glitch can sometimes be the simplest.

“The problem was elementary (i.e., mechanical), but the service techs had been looking at the ADAS technology as the problem instead,” Brown concluded.

About SEMA Garage Detroit

Three times larger than SEMA’s Diamond Bar technical facility, the SEMA Garage in Detroit, scheduled to open in early 2022, is a state-of-the-art emissions testing lab and ADAS research and development center, with a staff of full-time technicians on hand to assist SEMA-member companies with product testing and development.

SEMA Garage Detroit will include new equipment such as emissions and horsepower testing for all-wheel-drive and diesel vehicles as well as vehicle lifts, fabrication equipment, an alignment rack, 3-D scanning tools, and engineering software. In addition, 5,000 sq. ft. of shop space will be set aside for dedicated ADAS testing and research, with both static and dynamic test procedures offered. The new emissions lab will be purpose-built to accommodate a 48-in., all-wheel-drive chassis dynamometer and will include equipment that meets the California Air Resources Board’s new 1066 testing requirement standards.

For further information about the SEMA Detroit Garage and its many programs and services, visit www.semagarage.com.

  SEMA News—September 2021

INDUSTRY NEWS

 Photos courtesy SpiedBilde, Brian Williams. Reuse or reproduction without the copyright holder’s consent is prohibited.

Porsche 992 GT3 RS

’23 Ford Bronco Raptor

It’s been called the “Bronco Warthog,” but a source has confirmed that we’re actually looking at the Ford Bronco Raptor. All the expected workings of a Raptor are present and accounted for, including significantly higher ground clearance, wider wheel arches, and a wider, more aggressive stance.

The prototype rides on a set of BFGoodrich AT All Terrain T/A tires, though we can’t quite make out the size. (It appears to be a 17-in. rim.) It’s not clear what suspension upgrades are in place, but the Raptor is definitely expected to feature a more rugged and capable chassis. The latest rumblings pin the Bronco Raptor as launching for the ’23 model year, where it will join the F-150 Raptor and Ranger Raptor.

Techart GTStreet R

SEMA News—September 2021

INDUSTRY NEWS

Fast Facts

The Boninfante Group hired Tom Kundrik as ProTorque’s director of motorsports and sales. In addition to fielding customer service calls and offering technical support over the phone, Kundrik will also travel the country to attend drag-racing events and provide on-site service and support for customers. He will also facilitate the launch of several new product lines, including supercharger-specific torque converters for ProTorque. Kundrik comes from Mickey Thompson Performance Wheels & Tires as the motorsports manager.

Speedway Motors announced four recent promotions within the company. Richard Thomas (left) was promoted to director of operations. Thomas, who held various leadership positions in the U.S. Navy, first joined Speedway Motors in 2018 in the compliance department, where he helped oversee regulatory compliance. Andrew Boellstorff (second left) was promoted to director of digital product and technology. With more than 15 years of experience, he’s held positions at GT Exhaust, EMIT Technologies, Nebraska Book Company and Spreetail. Brandon Bisch (second right) was promoted to director of e-commerce. Bisch held numerous positions in the company since 2005. Kaitlin Mathison (right) was promoted to director of marketplaces. She first joined Speedway Motors in 2015.

Banks Power announced Matthew Gamble as its design, assembly and testing manager for its DMax engine programs. Gamble will help design, develop and launch the high-performance, turnkey variants of the Banks D866T engine in his new position, and he will also lead performance and durability demonstration events, among other duties. He arrives at Banks from Edelbrock, where he managed the company’s cylinder head and water pump lines. Previously, he managed 15 successful launch campaigns of Delta IV rockets at Rocketdyne and oversaw the health monitoring systems at Diablo Canyon Nuclear Power Plant.

Warn Industries announced the acquisition of substantially all of the assets of Fabtech Industries Inc., a manufacturer of aftermarket suspensions for light trucks, Jeeps and SUVs. Fabtech’s product offerings include suspension systems, shocks and leveling kits. The company was founded in 1989 as a custom fabrication firm specializing in racing suspension systems and prerunner builds, cages, bumpers and other products. Today, the company has more than 2,000 SKUs in its portfolio.

Holley announced that Dominic Bardos was appointed CFO. A financial executive with extensive public company experience, Bardos will serve as a member of the executive leadership team and report directly to President and CEO Tom Tomlinson. Bardos recently served as vice president of finance for Tractor Supply Co. He previously served as CFO for Cambridge Franchise Holdings. Additionally, he held several leadership positions at ServiceMaster, including three years as the divisional CFO for Terminix, its largest division.

Westin Automotive announced that Adam Trowbridge was promoted to COO, which will include responsibility for D.C. operations, product management and marketing. As Westin COO, Trowbridge’s experience and ability to execute will help drive the future success of the business as it grows.

ATI Performance Products announced the appointment of Vince Fourcade as chief transmission technology officer. Fourcade brings three decades of performance racing and automatic transmission building expertise to this new position. Fourcade raced in the Pro Stock, Pro Rear Wheel Drive, Top Sportsman and Top Dragster categories in the ’80s. He opened his own transmission shop in 1998.

The Wheel Group (TWG) announced Gerry Geronimo as its new marketing manager. His past positions were most recently leading the marketing efforts at Vision Wheel. Prior to that, he spent nearly a decade in multiple marketing functions at Wheel Pros as well as other companies outside of the industry. Geronimo will lead the marketing efforts for all 17 proprietary brands in The Wheel Group’s portfolio.

The National Hot Rod Association (NHRA) technical department announced the addition of Lonnie Grim as the new national tech director. Grim comes to the NHRA with more than 15 years of experience within the sport of drag racing. He most recently served as the competition/series tech director at the Professional Drag Racing Association. Grim joins the technical department led by NHRA Vice President of Competition Ned Walliser.

McCarthy Tire Service purchased the assets of Tire Sales LLC, an affiliate of The TSS Group LLC, which specializes in services to the mining and aggregate industries. Tire Sales’ product and service operations will be merged into McCarthy Tire’s current commercial locations in nearby Levittown and Trainer, Pennsylvania. The five key service team employees of Tire Sales will join McCarthy Tire Service. Financial terms of the deal were not disclosed.

Race Winning Brands Inc., a portfolio company of Kinderhook Industries LLC, announced the acquisition of Victory 1 Performance, a supplier of manufactured and forged high-performance titanium and alloy valves. Victory represents the eighth add-on acquisition for Race Winning Brands. Headquartered in Mooresville, North Carolina, Victory has been a source of valvetrain components for engine builders, cylinder head manufacturers and racers for nearly three decades.

MagnaFlow announced the hire of Cary Redman as director of retail sales. Before joining MagnaFlow, Redman served as vice president at Edelbrock, where he oversaw brand management activities along with the conceptualization and implementation of market segment strategies. Prior, he spent nearly 15 years in sales management with Prestolite Performance and Holley Performance. Redman reports to MagnaFlow Senior Vice President of Sales Kevin German.

Lubrication Specialties Inc. (LSI) announced the addition of Hollie Maxymillian, a veteran automotive retail marketing specialist, to serve as the company’s new Hot Shot’s Secret product manager. Reporting to LSI President Brett Tennar, Maxymillian will review all current Hot Shot’s Secret distribution to capitalize on retail advertising opportunities, co-op programs, shelf placement, in-store and e-commerce promotions.

SEMA News—September 2021

INDUSTRY NEWS

May Indicators: Strong Tailwinds Drive U.S. Economic Recovery

The current outlook of the U.S. economy remains positive, with several tailwinds helping to drive the recovery, according to the latest “SEMA Industry Indicators.” States have lifted many COVID-19 restrictions as vaccination rates rise and consumers are responding. This, combined with loose federal monetary policy and stimulus payments, is spurring consumer spending.

As of May 2021, retail sales were nearly 18% higher than they were prior to the pandemic in February 2020—further helping the recovery. It will be difficult for retail sales to continue to grow at these historic rates in the coming months and years, as the increased opening of the service economy will likely pull away some of this growth later in 2021.

New-vehicle sales hit record highs in April. However, supply constraints are hurting production levels. The auto sector is racing to keep up with this historic demand, but supply-chain shortages may take some time before fully recovering.

For more information, download the latest “SEMA Industry Indicators” report today at www.sema.org/research.

New Hotels Available for 2021 on SEMA Show Block

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 complimentary shuttle buses to get to and from the SEMA Show. All official hotels not within walking distance (more than half a mile away) will run shuttles to the Las Vegas Convention Center each day of the Show.

New hotel/casinos added for 2021 include the Conrad Las Vegas and the Las Vegas Hilton, both at Resorts World, and the OYO Hotel and Casino. Nightly rates start as low as $278 for SEMA Show attendees. Additionally, several non-casino properties are offering discounted rates, including the Hilton Grand Vacations and Residence Inn, both at the Convention Center, as well as the Renaissance, Las Vegas Marriott and others. Nightly rates start as low as $164.

All hotel information can be found at the Travel & Lodging page on www.SEMAShow.com, which features a real-time listing of the hotel deals and discounts available for the 2021 SEMA Show, which takes place November 2–5 in Las Vegas.

GM Breaks Ground on New Charlotte Technical Center

General Motors has broken ground on its new technical center in Charlotte, North Carolina. The 130,000-sq.-ft. facility will expand GM’s performance and racing capabilities and will accelerate strategic knowledge transfer between motorsports and production vehicle development.

Representatives of Chip Ganassi Racing, Richard Childress Racing and Hendrick Motorsports joined GM for the groundbreaking at the complex in Concord. The site was selected for its proximity to partner racing teams and major technical suppliers. The new technical center will support racing efforts across all series in which GM competes. The facility is a $45 million investment for GM and is scheduled to open in early 2022.

The center will also provide more opportunities for GM to recruit top talent in the fields of software engineering, computational science, electrical engineering and other technical skill sets. The new technical center will feature advanced virtual tools, including three state-of-the-art driver-in-the-loop simulators, aero development and other software-enabled vehicle modeling technology designed to enable faster analysis and iteration.

Longtime Pioneer Veteran Kevan Morris Passes Away

Kevan Morris, executive vice president of Pioneer Electronics (USA) Inc. and a longtime consumer electronics industry veteran, passed away on Saturday, June 26, 2021.

A respected member of the aftermarket community, Morris’s affiliation with Pioneer began in 1984. While working at Pacific Stereo selling car stereo components directly to consumers, he was recruited into the role of product specialist at NLS Marketing, a rep firm in Bellevue, Washington, selling Pioneer car electronics to retailers throughout Washington state.

In August of 1986, Morris officially joined Pioneer Electronics (USA) Inc. as a district sales manager covering car electronics in the Pacific Northwest territory. In the 35 years since, Morris quickly ascended the ranks of Pioneer and held numerous sales and management positions related to Pioneer’s car electronics, home electronics and television businesses, culminating as executive vice president, a position in which he served with distinction since May 2011.

He is survived by his wife, Mary, and his sons, Devon and Ryan.