SEMA News - July 2009
EVENTS

By Annie Kang

Four New Incentives to Help Exhibitors at the 2009 SEMA Show

Exhibitors at the 2009 SEMA Show will receive valuable rewards and have access to first-time offers that will help ensure a lifetime return on their investment.

SEMA is heading into the 2009 SEMA Show—to be held November 3–6, 2009, at the Las Vegas Convention Center—with unprecedented new programs aimed at ensuring that exhibitors receive the maximum return on their investment. These first-time incentives include guaranteed leads, bonus seniority points for booth space selection, all-new discounted booth packages and an incredible financing plan.

“Exhibitors continue to tell us how valuable it is for them to be at the SEMA Show,” said Peter MacGillivray, SEMA vice president of communications and events. “These promotions help make it more affordable and give companies peace of mind in knowing that they’ll continue to get the best value and return on their investment at the SEMA Show.” For complete details on all of the latest programs, visit www.SEMAShow.com or contact ConvExx Show Management at sema-exhibit@convexx.com or 702/450-7662 ext. 120.

		Show organizers have introduced a Leads Guaranteed Program that will ensure all exhibiting manufacturers/importers and exclusive distributors receive a unique and personalized report by October 1, 2009, of at least 1,000 preregistered buyers.
		Exhibitors with five or more years of seniority points may choose to extend their payments for as much as 12 months. The promotion is one of several new programs designed to make it more affordable for companies to participate in the event.
		Exhibitors will be awarded a bonus seniority point that will be applied when determining booth space selection.

Financing Option With Extended Payment Plan

SEMA Show organizers are offering qualified exhibitors a unique and radical payment plan option to ease cash-flow concerns. For the first time in SEMA Show history, exhibitors with five or more years of seniority points may choose to extend their payments into the next calendar year. The promotion is one of several new programs designed to make it more affordable for companies to participate in the event.

“The SEMA Show is the largest gathering of automotive aftermarket companies in the United States,” said MacGillivray. “Based on early registration numbers, we’re confident that the 2009 event will continue to be the best place for the industry to do business and stay connected with this market.”

The financing option was developed to assist long-standing SEMA Show exhibitors that will be participating at the 2009 event. In previous years, SEMA Show exhibitors were required to pay in full months before the Show. The financing option includes a low processing fee and has exhibitors submitting final payment as late as mid-May 2010.

“These exhibitors are the reason why the SEMA Show has been such a success,” added MacGillivray. “They are the innovators who define our market. We’re here to help them in any way possible.”

Guaranteed Leads Program

SEMA Show organizers have announced a Leads Guaranteed Program designed to reassure exhibitors that the 2009 event is on track to deliver high-quality buyers. The guarantee provides all exhibiting manufacturers/importers and exclusive distributors a unique and personalized report by October 1, 2009, of at least 1,000 preregistered buyers.

The list will be prioritized by relevance so that exhibitors can see who the best matches are and will include the tools necessary to reach out and communicate with the buyers at least one month before the SEMA Show takes place.

“We know that exhibitors’ biggest concern is connecting with quality buyers,” said MacGillivray. “The Leads Guaranteed

Program is more than just an assurance that buyers will be at the Show. It’s a valuable tool that will help exhibitors identify the most relevant buyers and easily connect them with one another, and it provides a new opportunity to win business.”

The buyers list will also be personalized for each exhibitor. Exhibitors that do not have at least 1,000 matches will be eligible to withdraw from the SEMA Show without any financial penalties.

		The Leads Guaranteed Program provides all exhibiting manufacturers/importers and exclusive distributors a unique and personalized report by October 1, 2009, of at least 1,000 preregistered buyers.
		For the first time in SEMA Show’s history, exhibitors with five or more years of seniority points may choose to extend their payments into the next calendar year.
		SEMA has worked closely with Freeman to develop new turnkey exhibit packages that are discounted 30% off the company’s advance retail prices.

Bonus Seniority Points for Booth Space Selection

For the first time in the SEMA Show’s 43-year history, organizers are awarding more than one seniority point to exhibitors for participating in the 2009 event. Seniority points are used to determine the order in which exhibitors select their booth space within the 2 million-sq.-ft. Las Vegas Convention Center. Exhibitors are typically given one seniority point per year, and space is selected beginning with companies that have the highest seniority. All exhibitors will be given two seniority points for exhibiting at the upcoming 2009 SEMA Show.

“We value our exhibitors and appreciate the confidence that they have displayed by participating in the SEMA Show,” said Gary Vigil, SEMA director of trade shows. “The additional seniority point is a special bonus to demonstrate our appreciation. As these companies invest in their future and continue to grow their businesses, the additional seniority point will be valuable in developing their overall strategic marketing plan and in selecting exhibit space at future SEMA Shows.”

As in previous years, exhibitors will be able to reserve booth space up until the event takes place in November. Companies that reserved their booth space by the May deadline were able to participate in the Priority Booth Selection Process. Space will continue to be assigned after the drawing on a first-come, first-serve basis.

Discounted Booth Packages

Exhibitors of the 2009 SEMA Show will also be able to save more than 30% off booth services by selecting one of several newly created discount booth packages. The turn-key packages, which include booth panels, electricity, furniture, carpet, drayage, labor and more, include variations of the services requested most and offer exhibitors the flexibility to select from a range of panel and carpet colors.

“The discount booth packages are examples of how we are helping exhibitors get the most out of their investment,” said Vigil.

SEMA worked closely with Freeman to develop the packages.

“We encourage exhibitors to take advantage of this offer,” added MacGillivray, noting that it will also eliminate the possibility of any last-minute expenses and allow exhibitors to focus on other important aspects of the SEMA Show.

“The SEMA Show is the largest gathering of automotive specialty-equipment businesses in the United States,” noted MacGillivray. “This is the time and the place that exhibitors should focus on connecting with the industry, and these packages will help when many of our members need it most.”

MacGillivray encouraged exhibitors to take advantage of the tools and resources that connect exhibitors with buyers. An online matchmaking program launched Monday, June 15, to make communication easy, and the new Leads Guaranteed Program will highlight the best matches for exhibitors.

These valuable incentives have already attracted more than 1,200 companies that will be exhibiting at the SEMA Show, guaranteeing not only success for exhibitors, but also a virtual playground for buyers.

“Based on the preliminary numbers, we are extremely pleased with the outlook for the upcoming SEMA Show,” said MacGillivray.

Click here to view a complete list of booth packages, and select the option that best meets your needs.

SEMA News - July 2009
EVENTS

By Annie Kang

Four New Incentives to Help Exhibitors at the 2009 SEMA Show

Exhibitors at the 2009 SEMA Show will receive valuable rewards and have access to first-time offers that will help ensure a lifetime return on their investment.

SEMA is heading into the 2009 SEMA Show—to be held November 3–6, 2009, at the Las Vegas Convention Center—with unprecedented new programs aimed at ensuring that exhibitors receive the maximum return on their investment. These first-time incentives include guaranteed leads, bonus seniority points for booth space selection, all-new discounted booth packages and an incredible financing plan.

“Exhibitors continue to tell us how valuable it is for them to be at the SEMA Show,” said Peter MacGillivray, SEMA vice president of communications and events. “These promotions help make it more affordable and give companies peace of mind in knowing that they’ll continue to get the best value and return on their investment at the SEMA Show.” For complete details on all of the latest programs, visit www.SEMAShow.com or contact ConvExx Show Management at sema-exhibit@convexx.com or 702/450-7662 ext. 120.

		Show organizers have introduced a Leads Guaranteed Program that will ensure all exhibiting manufacturers/importers and exclusive distributors receive a unique and personalized report by October 1, 2009, of at least 1,000 preregistered buyers.
		Exhibitors with five or more years of seniority points may choose to extend their payments for as much as 12 months. The promotion is one of several new programs designed to make it more affordable for companies to participate in the event.
		Exhibitors will be awarded a bonus seniority point that will be applied when determining booth space selection.

Financing Option With Extended Payment Plan

SEMA Show organizers are offering qualified exhibitors a unique and radical payment plan option to ease cash-flow concerns. For the first time in SEMA Show history, exhibitors with five or more years of seniority points may choose to extend their payments into the next calendar year. The promotion is one of several new programs designed to make it more affordable for companies to participate in the event.

“The SEMA Show is the largest gathering of automotive aftermarket companies in the United States,” said MacGillivray. “Based on early registration numbers, we’re confident that the 2009 event will continue to be the best place for the industry to do business and stay connected with this market.”

The financing option was developed to assist long-standing SEMA Show exhibitors that will be participating at the 2009 event. In previous years, SEMA Show exhibitors were required to pay in full months before the Show. The financing option includes a low processing fee and has exhibitors submitting final payment as late as mid-May 2010.

“These exhibitors are the reason why the SEMA Show has been such a success,” added MacGillivray. “They are the innovators who define our market. We’re here to help them in any way possible.”

Guaranteed Leads Program

SEMA Show organizers have announced a Leads Guaranteed Program designed to reassure exhibitors that the 2009 event is on track to deliver high-quality buyers. The guarantee provides all exhibiting manufacturers/importers and exclusive distributors a unique and personalized report by October 1, 2009, of at least 1,000 preregistered buyers.

The list will be prioritized by relevance so that exhibitors can see who the best matches are and will include the tools necessary to reach out and communicate with the buyers at least one month before the SEMA Show takes place.

“We know that exhibitors’ biggest concern is connecting with quality buyers,” said MacGillivray. “The Leads Guaranteed

Program is more than just an assurance that buyers will be at the Show. It’s a valuable tool that will help exhibitors identify the most relevant buyers and easily connect them with one another, and it provides a new opportunity to win business.”

The buyers list will also be personalized for each exhibitor. Exhibitors that do not have at least 1,000 matches will be eligible to withdraw from the SEMA Show without any financial penalties.

		The Leads Guaranteed Program provides all exhibiting manufacturers/importers and exclusive distributors a unique and personalized report by October 1, 2009, of at least 1,000 preregistered buyers.
		For the first time in SEMA Show’s history, exhibitors with five or more years of seniority points may choose to extend their payments into the next calendar year.
		SEMA has worked closely with Freeman to develop new turnkey exhibit packages that are discounted 30% off the company’s advance retail prices.

Bonus Seniority Points for Booth Space Selection

For the first time in the SEMA Show’s 43-year history, organizers are awarding more than one seniority point to exhibitors for participating in the 2009 event. Seniority points are used to determine the order in which exhibitors select their booth space within the 2 million-sq.-ft. Las Vegas Convention Center. Exhibitors are typically given one seniority point per year, and space is selected beginning with companies that have the highest seniority. All exhibitors will be given two seniority points for exhibiting at the upcoming 2009 SEMA Show.

“We value our exhibitors and appreciate the confidence that they have displayed by participating in the SEMA Show,” said Gary Vigil, SEMA director of trade shows. “The additional seniority point is a special bonus to demonstrate our appreciation. As these companies invest in their future and continue to grow their businesses, the additional seniority point will be valuable in developing their overall strategic marketing plan and in selecting exhibit space at future SEMA Shows.”

As in previous years, exhibitors will be able to reserve booth space up until the event takes place in November. Companies that reserved their booth space by the May deadline were able to participate in the Priority Booth Selection Process. Space will continue to be assigned after the drawing on a first-come, first-serve basis.

Discounted Booth Packages

Exhibitors of the 2009 SEMA Show will also be able to save more than 30% off booth services by selecting one of several newly created discount booth packages. The turn-key packages, which include booth panels, electricity, furniture, carpet, drayage, labor and more, include variations of the services requested most and offer exhibitors the flexibility to select from a range of panel and carpet colors.

“The discount booth packages are examples of how we are helping exhibitors get the most out of their investment,” said Vigil.

SEMA worked closely with Freeman to develop the packages.

“We encourage exhibitors to take advantage of this offer,” added MacGillivray, noting that it will also eliminate the possibility of any last-minute expenses and allow exhibitors to focus on other important aspects of the SEMA Show.

“The SEMA Show is the largest gathering of automotive specialty-equipment businesses in the United States,” noted MacGillivray. “This is the time and the place that exhibitors should focus on connecting with the industry, and these packages will help when many of our members need it most.”

MacGillivray encouraged exhibitors to take advantage of the tools and resources that connect exhibitors with buyers. An online matchmaking program launched Monday, June 15, to make communication easy, and the new Leads Guaranteed Program will highlight the best matches for exhibitors.

These valuable incentives have already attracted more than 1,200 companies that will be exhibiting at the SEMA Show, guaranteeing not only success for exhibitors, but also a virtual playground for buyers.

“Based on the preliminary numbers, we are extremely pleased with the outlook for the upcoming SEMA Show,” said MacGillivray.

Click here to view a complete list of booth packages, and select the option that best meets your needs.

SEMA News - July 2009
EVENTS

By Annie Kang

Honoring and Celebrating the Industry While Giving to Those in Need

SEMA Chairman Jim Cozzie honors his peers at the 2008 Installation Banquet & Gala Fundraiser. Cozzie will be defending his first-place win in the Unlimited class at the second annual Pinewood Drag Race.

Nothing brings together the specialty-equipment community more than when industry leaders and pioneers are honored, charitable causes are served, cars are displayed and peers have the opportunity to compete against each other in the ultimate drag race. The SEMA Installation Banquet & Gala Fundraiser—to be held Saturday, August 1, 2009, at the Pasadena Convention Center in Pasadena, California—is the culmination of SEMA Leadership Days, a three-day event filled with activities that celebrate the spirit of the industry and its members.

The Installation Banquet & Gala Fundraiser recognizes the dedicated service of the SEMA Board of Directors—a wholly volunteer group of talented individuals who are elected by the membership to lead the association in its efforts. As the outgoing directors are thanked, those who have been newly elected to serve the association are welcomed.

The 2009 SEMA Hall of Fame inductees will also be announced at the gala. The inductees will be honored for their dedication, service and devotion to their businesses and the industry.

The gala will be preceded by the second annual SEMA Pinewood Drag Race, presented by eBay Motors, which will be held from 10:00 a.m.–5:00 p.m. The drag race, which raised approximately $40,000 last year, will benefit children’s charities Childhelp and Victory Junction Gang Camp. Childhelp is an organization that assists abused and neglected children, and Victory Junction Gang Camp provides life-changing camping experiences to disabled and chronically ill children.

Miniature race cars are built for the stock class by children at their camps and then sponsored by participants through their donations to the charities. This year, about 200 cars were built at the Childhelp camp and 150 at the Victory Junction Gang Camp.

A team of SEMA-member volunteers and Pinewood Committee members were on hand to lend their expertise to the children.

“The build days we had this year were simply fantastic,” said 2009 SEMA Pinewood Drag Race Committee Chairman Gregory Parker. “The joy on those kids’ faces as they built their own racers and raced them down the tracks was something to see.”

Spectators anticipating the big win at the 2008 SEMA Pinewood Drag Race. Participants can sponsor derby cars that were built by the kids of Childhelp and Victory Junction Gang Camp, or they can design their own entries.

Participants who sponsor a child’s car will be designated as the team owner and will race under the child’s name.

“We have to work hard to get the racers that were built sponsored by individuals and companies so that we can raise some money for these kids,” said Parker. “The kids really need our help now more than ever.”

Participants can also enter their own derby cars. The drag race will feature three classes: Stock, Modified and Unlimited. The finals will take place shortly before the banquet begins. To enter the race, visit www.sema.org/derby.

The race will also feature an auction of pinewood cars painted by the kids from the charities to resemble the cars of their favorite NASCAR, IRL or NHRA drivers. Each derby car will be autographed by both the child and driver, providing an exclusive item for auction. “The Starting Lineup” auction will take place online at www.sema.org and at the Installation Banquet & Gala Fundraiser.

SEMA Leadership Days will also include the inaugural SEMA Show ’N’ Shine public car show, to be held August 1. More than 200 vehicles will come together at the Pasadena Convention Center to benefit both Childhelp and Victory Junction Gang Camp.

Chip Foose, award-winning automotive designer and fabricator and host of TLC’s “Overhaulin’,” has been named Grand Marshall of the event.

“It’s an honor being named Grand Marshall for SEMA’s first public car show,” said Foose. “This industry has been an important part of my life, and it’s one that I’m very proud to be a part of. I can’t think of a better way to support these two great children’s charities.”

Foose’s design talent will be displayed at the show through three of his personal vehicles: a ’56 Ford F-100 pickup from “Overhaulin’,” an ’02 Ford T-Bird “Speedbird” that starred in “Rides” and his Foose Coupe. As Grand Marshall of the event, Foose will also design and autograph the official car show T-shirt that will be given to all vehicle registrants free of charge.

“As chairman of the SEMA Cares Committee, I was thrilled when Chip Foose graciously agreed to be the Grand Marshall of our inaugural car show and be on hand to share his passion and expertise with his fellow automotive enthusiasts,” said Joel Ayres. “His generosity and celebrity status will help us launch a successful event that can make the lives of these kids a little better.”

The 2009 SEMA Leadership Days will begin on Thursday, July 30, and will include individual and collective council meetings, Board of Directors’ functions, a State of the Association address and town hall meeting and the annual Internet Symposium. For complete details, visit www.sema.org/leadershipdays. For more information about the Pinewood Drag Race or any of the other activities that will be held in conjunction with the SEMA Installation Banquet & Gala Fundraiser, contact Lisa Moreno at 909/396-0289 ext. 105 or via e-mail at lisam@sema.org.

SEMA News - July 2009
EVENTS

By Annie Kang

Honoring and Celebrating the Industry While Giving to Those in Need

SEMA Chairman Jim Cozzie honors his peers at the 2008 Installation Banquet & Gala Fundraiser. Cozzie will be defending his first-place win in the Unlimited class at the second annual Pinewood Drag Race.

Nothing brings together the specialty-equipment community more than when industry leaders and pioneers are honored, charitable causes are served, cars are displayed and peers have the opportunity to compete against each other in the ultimate drag race. The SEMA Installation Banquet & Gala Fundraiser—to be held Saturday, August 1, 2009, at the Pasadena Convention Center in Pasadena, California—is the culmination of SEMA Leadership Days, a three-day event filled with activities that celebrate the spirit of the industry and its members.

The Installation Banquet & Gala Fundraiser recognizes the dedicated service of the SEMA Board of Directors—a wholly volunteer group of talented individuals who are elected by the membership to lead the association in its efforts. As the outgoing directors are thanked, those who have been newly elected to serve the association are welcomed.

The 2009 SEMA Hall of Fame inductees will also be announced at the gala. The inductees will be honored for their dedication, service and devotion to their businesses and the industry.

The gala will be preceded by the second annual SEMA Pinewood Drag Race, presented by eBay Motors, which will be held from 10:00 a.m.–5:00 p.m. The drag race, which raised approximately $40,000 last year, will benefit children’s charities Childhelp and Victory Junction Gang Camp. Childhelp is an organization that assists abused and neglected children, and Victory Junction Gang Camp provides life-changing camping experiences to disabled and chronically ill children.

Miniature race cars are built for the stock class by children at their camps and then sponsored by participants through their donations to the charities. This year, about 200 cars were built at the Childhelp camp and 150 at the Victory Junction Gang Camp.

A team of SEMA-member volunteers and Pinewood Committee members were on hand to lend their expertise to the children.

“The build days we had this year were simply fantastic,” said 2009 SEMA Pinewood Drag Race Committee Chairman Gregory Parker. “The joy on those kids’ faces as they built their own racers and raced them down the tracks was something to see.”

Spectators anticipating the big win at the 2008 SEMA Pinewood Drag Race. Participants can sponsor derby cars that were built by the kids of Childhelp and Victory Junction Gang Camp, or they can design their own entries.

Participants who sponsor a child’s car will be designated as the team owner and will race under the child’s name.

“We have to work hard to get the racers that were built sponsored by individuals and companies so that we can raise some money for these kids,” said Parker. “The kids really need our help now more than ever.”

Participants can also enter their own derby cars. The drag race will feature three classes: Stock, Modified and Unlimited. The finals will take place shortly before the banquet begins. To enter the race, visit www.sema.org/derby.

The race will also feature an auction of pinewood cars painted by the kids from the charities to resemble the cars of their favorite NASCAR, IRL or NHRA drivers. Each derby car will be autographed by both the child and driver, providing an exclusive item for auction. “The Starting Lineup” auction will take place online at www.sema.org and at the Installation Banquet & Gala Fundraiser.

SEMA Leadership Days will also include the inaugural SEMA Show ’N’ Shine public car show, to be held August 1. More than 200 vehicles will come together at the Pasadena Convention Center to benefit both Childhelp and Victory Junction Gang Camp.

Chip Foose, award-winning automotive designer and fabricator and host of TLC’s “Overhaulin’,” has been named Grand Marshall of the event.

“It’s an honor being named Grand Marshall for SEMA’s first public car show,” said Foose. “This industry has been an important part of my life, and it’s one that I’m very proud to be a part of. I can’t think of a better way to support these two great children’s charities.”

Foose’s design talent will be displayed at the show through three of his personal vehicles: a ’56 Ford F-100 pickup from “Overhaulin’,” an ’02 Ford T-Bird “Speedbird” that starred in “Rides” and his Foose Coupe. As Grand Marshall of the event, Foose will also design and autograph the official car show T-shirt that will be given to all vehicle registrants free of charge.

“As chairman of the SEMA Cares Committee, I was thrilled when Chip Foose graciously agreed to be the Grand Marshall of our inaugural car show and be on hand to share his passion and expertise with his fellow automotive enthusiasts,” said Joel Ayres. “His generosity and celebrity status will help us launch a successful event that can make the lives of these kids a little better.”

The 2009 SEMA Leadership Days will begin on Thursday, July 30, and will include individual and collective council meetings, Board of Directors’ functions, a State of the Association address and town hall meeting and the annual Internet Symposium. For complete details, visit www.sema.org/leadershipdays. For more information about the Pinewood Drag Race or any of the other activities that will be held in conjunction with the SEMA Installation Banquet & Gala Fundraiser, contact Lisa Moreno at 909/396-0289 ext. 105 or via e-mail at lisam@sema.org.

SEMA News - July 2009
EVENTS

By Annie Kang

Honoring and Celebrating the Industry While Giving to Those in Need

SEMA Chairman Jim Cozzie honors his peers at the 2008 Installation Banquet & Gala Fundraiser. Cozzie will be defending his first-place win in the Unlimited class at the second annual Pinewood Drag Race.

Nothing brings together the specialty-equipment community more than when industry leaders and pioneers are honored, charitable causes are served, cars are displayed and peers have the opportunity to compete against each other in the ultimate drag race. The SEMA Installation Banquet & Gala Fundraiser—to be held Saturday, August 1, 2009, at the Pasadena Convention Center in Pasadena, California—is the culmination of SEMA Leadership Days, a three-day event filled with activities that celebrate the spirit of the industry and its members.

The Installation Banquet & Gala Fundraiser recognizes the dedicated service of the SEMA Board of Directors—a wholly volunteer group of talented individuals who are elected by the membership to lead the association in its efforts. As the outgoing directors are thanked, those who have been newly elected to serve the association are welcomed.

The 2009 SEMA Hall of Fame inductees will also be announced at the gala. The inductees will be honored for their dedication, service and devotion to their businesses and the industry.

The gala will be preceded by the second annual SEMA Pinewood Drag Race, presented by eBay Motors, which will be held from 10:00 a.m.–5:00 p.m. The drag race, which raised approximately $40,000 last year, will benefit children’s charities Childhelp and Victory Junction Gang Camp. Childhelp is an organization that assists abused and neglected children, and Victory Junction Gang Camp provides life-changing camping experiences to disabled and chronically ill children.

Miniature race cars are built for the stock class by children at their camps and then sponsored by participants through their donations to the charities. This year, about 200 cars were built at the Childhelp camp and 150 at the Victory Junction Gang Camp.

A team of SEMA-member volunteers and Pinewood Committee members were on hand to lend their expertise to the children.

“The build days we had this year were simply fantastic,” said 2009 SEMA Pinewood Drag Race Committee Chairman Gregory Parker. “The joy on those kids’ faces as they built their own racers and raced them down the tracks was something to see.”

Spectators anticipating the big win at the 2008 SEMA Pinewood Drag Race. Participants can sponsor derby cars that were built by the kids of Childhelp and Victory Junction Gang Camp, or they can design their own entries.

Participants who sponsor a child’s car will be designated as the team owner and will race under the child’s name.

“We have to work hard to get the racers that were built sponsored by individuals and companies so that we can raise some money for these kids,” said Parker. “The kids really need our help now more than ever.”

Participants can also enter their own derby cars. The drag race will feature three classes: Stock, Modified and Unlimited. The finals will take place shortly before the banquet begins. To enter the race, visit www.sema.org/derby.

The race will also feature an auction of pinewood cars painted by the kids from the charities to resemble the cars of their favorite NASCAR, IRL or NHRA drivers. Each derby car will be autographed by both the child and driver, providing an exclusive item for auction. “The Starting Lineup” auction will take place online at www.sema.org and at the Installation Banquet & Gala Fundraiser.

SEMA Leadership Days will also include the inaugural SEMA Show ’N’ Shine public car show, to be held August 1. More than 200 vehicles will come together at the Pasadena Convention Center to benefit both Childhelp and Victory Junction Gang Camp.

Chip Foose, award-winning automotive designer and fabricator and host of TLC’s “Overhaulin’,” has been named Grand Marshall of the event.

“It’s an honor being named Grand Marshall for SEMA’s first public car show,” said Foose. “This industry has been an important part of my life, and it’s one that I’m very proud to be a part of. I can’t think of a better way to support these two great children’s charities.”

Foose’s design talent will be displayed at the show through three of his personal vehicles: a ’56 Ford F-100 pickup from “Overhaulin’,” an ’02 Ford T-Bird “Speedbird” that starred in “Rides” and his Foose Coupe. As Grand Marshall of the event, Foose will also design and autograph the official car show T-shirt that will be given to all vehicle registrants free of charge.

“As chairman of the SEMA Cares Committee, I was thrilled when Chip Foose graciously agreed to be the Grand Marshall of our inaugural car show and be on hand to share his passion and expertise with his fellow automotive enthusiasts,” said Joel Ayres. “His generosity and celebrity status will help us launch a successful event that can make the lives of these kids a little better.”

The 2009 SEMA Leadership Days will begin on Thursday, July 30, and will include individual and collective council meetings, Board of Directors’ functions, a State of the Association address and town hall meeting and the annual Internet Symposium. For complete details, visit www.sema.org/leadershipdays. For more information about the Pinewood Drag Race or any of the other activities that will be held in conjunction with the SEMA Installation Banquet & Gala Fundraiser, contact Lisa Moreno at 909/396-0289 ext. 105 or via e-mail at lisam@sema.org.

SEMA News - July 2009
EVENTS

By Annie Kang

Honoring and Celebrating the Industry While Giving to Those in Need

SEMA Chairman Jim Cozzie honors his peers at the 2008 Installation Banquet & Gala Fundraiser. Cozzie will be defending his first-place win in the Unlimited class at the second annual Pinewood Drag Race.

Nothing brings together the specialty-equipment community more than when industry leaders and pioneers are honored, charitable causes are served, cars are displayed and peers have the opportunity to compete against each other in the ultimate drag race. The SEMA Installation Banquet & Gala Fundraiser—to be held Saturday, August 1, 2009, at the Pasadena Convention Center in Pasadena, California—is the culmination of SEMA Leadership Days, a three-day event filled with activities that celebrate the spirit of the industry and its members.

The Installation Banquet & Gala Fundraiser recognizes the dedicated service of the SEMA Board of Directors—a wholly volunteer group of talented individuals who are elected by the membership to lead the association in its efforts. As the outgoing directors are thanked, those who have been newly elected to serve the association are welcomed.

The 2009 SEMA Hall of Fame inductees will also be announced at the gala. The inductees will be honored for their dedication, service and devotion to their businesses and the industry.

The gala will be preceded by the second annual SEMA Pinewood Drag Race, presented by eBay Motors, which will be held from 10:00 a.m.–5:00 p.m. The drag race, which raised approximately $40,000 last year, will benefit children’s charities Childhelp and Victory Junction Gang Camp. Childhelp is an organization that assists abused and neglected children, and Victory Junction Gang Camp provides life-changing camping experiences to disabled and chronically ill children.

Miniature race cars are built for the stock class by children at their camps and then sponsored by participants through their donations to the charities. This year, about 200 cars were built at the Childhelp camp and 150 at the Victory Junction Gang Camp.

A team of SEMA-member volunteers and Pinewood Committee members were on hand to lend their expertise to the children.

“The build days we had this year were simply fantastic,” said 2009 SEMA Pinewood Drag Race Committee Chairman Gregory Parker. “The joy on those kids’ faces as they built their own racers and raced them down the tracks was something to see.”

Spectators anticipating the big win at the 2008 SEMA Pinewood Drag Race. Participants can sponsor derby cars that were built by the kids of Childhelp and Victory Junction Gang Camp, or they can design their own entries.

Participants who sponsor a child’s car will be designated as the team owner and will race under the child’s name.

“We have to work hard to get the racers that were built sponsored by individuals and companies so that we can raise some money for these kids,” said Parker. “The kids really need our help now more than ever.”

Participants can also enter their own derby cars. The drag race will feature three classes: Stock, Modified and Unlimited. The finals will take place shortly before the banquet begins. To enter the race, visit www.sema.org/derby.

The race will also feature an auction of pinewood cars painted by the kids from the charities to resemble the cars of their favorite NASCAR, IRL or NHRA drivers. Each derby car will be autographed by both the child and driver, providing an exclusive item for auction. “The Starting Lineup” auction will take place online at www.sema.org and at the Installation Banquet & Gala Fundraiser.

SEMA Leadership Days will also include the inaugural SEMA Show ’N’ Shine public car show, to be held August 1. More than 200 vehicles will come together at the Pasadena Convention Center to benefit both Childhelp and Victory Junction Gang Camp.

Chip Foose, award-winning automotive designer and fabricator and host of TLC’s “Overhaulin’,” has been named Grand Marshall of the event.

“It’s an honor being named Grand Marshall for SEMA’s first public car show,” said Foose. “This industry has been an important part of my life, and it’s one that I’m very proud to be a part of. I can’t think of a better way to support these two great children’s charities.”

Foose’s design talent will be displayed at the show through three of his personal vehicles: a ’56 Ford F-100 pickup from “Overhaulin’,” an ’02 Ford T-Bird “Speedbird” that starred in “Rides” and his Foose Coupe. As Grand Marshall of the event, Foose will also design and autograph the official car show T-shirt that will be given to all vehicle registrants free of charge.

“As chairman of the SEMA Cares Committee, I was thrilled when Chip Foose graciously agreed to be the Grand Marshall of our inaugural car show and be on hand to share his passion and expertise with his fellow automotive enthusiasts,” said Joel Ayres. “His generosity and celebrity status will help us launch a successful event that can make the lives of these kids a little better.”

The 2009 SEMA Leadership Days will begin on Thursday, July 30, and will include individual and collective council meetings, Board of Directors’ functions, a State of the Association address and town hall meeting and the annual Internet Symposium. For complete details, visit www.sema.org/leadershipdays. For more information about the Pinewood Drag Race or any of the other activities that will be held in conjunction with the SEMA Installation Banquet & Gala Fundraiser, contact Lisa Moreno at 909/396-0289 ext. 105 or via e-mail at lisam@sema.org.

SEMA News - July 2009
EVENTS

By Annie Kang

Honoring and Celebrating the Industry While Giving to Those in Need

SEMA Chairman Jim Cozzie honors his peers at the 2008 Installation Banquet & Gala Fundraiser. Cozzie will be defending his first-place win in the Unlimited class at the second annual Pinewood Drag Race.

Nothing brings together the specialty-equipment community more than when industry leaders and pioneers are honored, charitable causes are served, cars are displayed and peers have the opportunity to compete against each other in the ultimate drag race. The SEMA Installation Banquet & Gala Fundraiser—to be held Saturday, August 1, 2009, at the Pasadena Convention Center in Pasadena, California—is the culmination of SEMA Leadership Days, a three-day event filled with activities that celebrate the spirit of the industry and its members.

The Installation Banquet & Gala Fundraiser recognizes the dedicated service of the SEMA Board of Directors—a wholly volunteer group of talented individuals who are elected by the membership to lead the association in its efforts. As the outgoing directors are thanked, those who have been newly elected to serve the association are welcomed.

The 2009 SEMA Hall of Fame inductees will also be announced at the gala. The inductees will be honored for their dedication, service and devotion to their businesses and the industry.

The gala will be preceded by the second annual SEMA Pinewood Drag Race, presented by eBay Motors, which will be held from 10:00 a.m.–5:00 p.m. The drag race, which raised approximately $40,000 last year, will benefit children’s charities Childhelp and Victory Junction Gang Camp. Childhelp is an organization that assists abused and neglected children, and Victory Junction Gang Camp provides life-changing camping experiences to disabled and chronically ill children.

Miniature race cars are built for the stock class by children at their camps and then sponsored by participants through their donations to the charities. This year, about 200 cars were built at the Childhelp camp and 150 at the Victory Junction Gang Camp.

A team of SEMA-member volunteers and Pinewood Committee members were on hand to lend their expertise to the children.

“The build days we had this year were simply fantastic,” said 2009 SEMA Pinewood Drag Race Committee Chairman Gregory Parker. “The joy on those kids’ faces as they built their own racers and raced them down the tracks was something to see.”

Spectators anticipating the big win at the 2008 SEMA Pinewood Drag Race. Participants can sponsor derby cars that were built by the kids of Childhelp and Victory Junction Gang Camp, or they can design their own entries.

Participants who sponsor a child’s car will be designated as the team owner and will race under the child’s name.

“We have to work hard to get the racers that were built sponsored by individuals and companies so that we can raise some money for these kids,” said Parker. “The kids really need our help now more than ever.”

Participants can also enter their own derby cars. The drag race will feature three classes: Stock, Modified and Unlimited. The finals will take place shortly before the banquet begins. To enter the race, visit www.sema.org/derby.

The race will also feature an auction of pinewood cars painted by the kids from the charities to resemble the cars of their favorite NASCAR, IRL or NHRA drivers. Each derby car will be autographed by both the child and driver, providing an exclusive item for auction. “The Starting Lineup” auction will take place online at www.sema.org and at the Installation Banquet & Gala Fundraiser.

SEMA Leadership Days will also include the inaugural SEMA Show ’N’ Shine public car show, to be held August 1. More than 200 vehicles will come together at the Pasadena Convention Center to benefit both Childhelp and Victory Junction Gang Camp.

Chip Foose, award-winning automotive designer and fabricator and host of TLC’s “Overhaulin’,” has been named Grand Marshall of the event.

“It’s an honor being named Grand Marshall for SEMA’s first public car show,” said Foose. “This industry has been an important part of my life, and it’s one that I’m very proud to be a part of. I can’t think of a better way to support these two great children’s charities.”

Foose’s design talent will be displayed at the show through three of his personal vehicles: a ’56 Ford F-100 pickup from “Overhaulin’,” an ’02 Ford T-Bird “Speedbird” that starred in “Rides” and his Foose Coupe. As Grand Marshall of the event, Foose will also design and autograph the official car show T-shirt that will be given to all vehicle registrants free of charge.

“As chairman of the SEMA Cares Committee, I was thrilled when Chip Foose graciously agreed to be the Grand Marshall of our inaugural car show and be on hand to share his passion and expertise with his fellow automotive enthusiasts,” said Joel Ayres. “His generosity and celebrity status will help us launch a successful event that can make the lives of these kids a little better.”

The 2009 SEMA Leadership Days will begin on Thursday, July 30, and will include individual and collective council meetings, Board of Directors’ functions, a State of the Association address and town hall meeting and the annual Internet Symposium. For complete details, visit www.sema.org/leadershipdays. For more information about the Pinewood Drag Race or any of the other activities that will be held in conjunction with the SEMA Installation Banquet & Gala Fundraiser, contact Lisa Moreno at 909/396-0289 ext. 105 or via e-mail at lisam@sema.org.

SEMA News - July 2009
EVENTS

By Annie Kang

Honoring and Celebrating the Industry While Giving to Those in Need

SEMA Chairman Jim Cozzie honors his peers at the 2008 Installation Banquet & Gala Fundraiser. Cozzie will be defending his first-place win in the Unlimited class at the second annual Pinewood Drag Race.

Nothing brings together the specialty-equipment community more than when industry leaders and pioneers are honored, charitable causes are served, cars are displayed and peers have the opportunity to compete against each other in the ultimate drag race. The SEMA Installation Banquet & Gala Fundraiser—to be held Saturday, August 1, 2009, at the Pasadena Convention Center in Pasadena, California—is the culmination of SEMA Leadership Days, a three-day event filled with activities that celebrate the spirit of the industry and its members.

The Installation Banquet & Gala Fundraiser recognizes the dedicated service of the SEMA Board of Directors—a wholly volunteer group of talented individuals who are elected by the membership to lead the association in its efforts. As the outgoing directors are thanked, those who have been newly elected to serve the association are welcomed.

The 2009 SEMA Hall of Fame inductees will also be announced at the gala. The inductees will be honored for their dedication, service and devotion to their businesses and the industry.

The gala will be preceded by the second annual SEMA Pinewood Drag Race, presented by eBay Motors, which will be held from 10:00 a.m.–5:00 p.m. The drag race, which raised approximately $40,000 last year, will benefit children’s charities Childhelp and Victory Junction Gang Camp. Childhelp is an organization that assists abused and neglected children, and Victory Junction Gang Camp provides life-changing camping experiences to disabled and chronically ill children.

Miniature race cars are built for the stock class by children at their camps and then sponsored by participants through their donations to the charities. This year, about 200 cars were built at the Childhelp camp and 150 at the Victory Junction Gang Camp.

A team of SEMA-member volunteers and Pinewood Committee members were on hand to lend their expertise to the children.

“The build days we had this year were simply fantastic,” said 2009 SEMA Pinewood Drag Race Committee Chairman Gregory Parker. “The joy on those kids’ faces as they built their own racers and raced them down the tracks was something to see.”

Spectators anticipating the big win at the 2008 SEMA Pinewood Drag Race. Participants can sponsor derby cars that were built by the kids of Childhelp and Victory Junction Gang Camp, or they can design their own entries.

Participants who sponsor a child’s car will be designated as the team owner and will race under the child’s name.

“We have to work hard to get the racers that were built sponsored by individuals and companies so that we can raise some money for these kids,” said Parker. “The kids really need our help now more than ever.”

Participants can also enter their own derby cars. The drag race will feature three classes: Stock, Modified and Unlimited. The finals will take place shortly before the banquet begins. To enter the race, visit www.sema.org/derby.

The race will also feature an auction of pinewood cars painted by the kids from the charities to resemble the cars of their favorite NASCAR, IRL or NHRA drivers. Each derby car will be autographed by both the child and driver, providing an exclusive item for auction. “The Starting Lineup” auction will take place online at www.sema.org and at the Installation Banquet & Gala Fundraiser.

SEMA Leadership Days will also include the inaugural SEMA Show ’N’ Shine public car show, to be held August 1. More than 200 vehicles will come together at the Pasadena Convention Center to benefit both Childhelp and Victory Junction Gang Camp.

Chip Foose, award-winning automotive designer and fabricator and host of TLC’s “Overhaulin’,” has been named Grand Marshall of the event.

“It’s an honor being named Grand Marshall for SEMA’s first public car show,” said Foose. “This industry has been an important part of my life, and it’s one that I’m very proud to be a part of. I can’t think of a better way to support these two great children’s charities.”

Foose’s design talent will be displayed at the show through three of his personal vehicles: a ’56 Ford F-100 pickup from “Overhaulin’,” an ’02 Ford T-Bird “Speedbird” that starred in “Rides” and his Foose Coupe. As Grand Marshall of the event, Foose will also design and autograph the official car show T-shirt that will be given to all vehicle registrants free of charge.

“As chairman of the SEMA Cares Committee, I was thrilled when Chip Foose graciously agreed to be the Grand Marshall of our inaugural car show and be on hand to share his passion and expertise with his fellow automotive enthusiasts,” said Joel Ayres. “His generosity and celebrity status will help us launch a successful event that can make the lives of these kids a little better.”

The 2009 SEMA Leadership Days will begin on Thursday, July 30, and will include individual and collective council meetings, Board of Directors’ functions, a State of the Association address and town hall meeting and the annual Internet Symposium. For complete details, visit www.sema.org/leadershipdays. For more information about the Pinewood Drag Race or any of the other activities that will be held in conjunction with the SEMA Installation Banquet & Gala Fundraiser, contact Lisa Moreno at 909/396-0289 ext. 105 or via e-mail at lisam@sema.org.

SEMA News - July 2009
EVENTS

By Annie Kang

Honoring and Celebrating the Industry While Giving to Those in Need

SEMA Chairman Jim Cozzie honors his peers at the 2008 Installation Banquet & Gala Fundraiser. Cozzie will be defending his first-place win in the Unlimited class at the second annual Pinewood Drag Race.

Nothing brings together the specialty-equipment community more than when industry leaders and pioneers are honored, charitable causes are served, cars are displayed and peers have the opportunity to compete against each other in the ultimate drag race. The SEMA Installation Banquet & Gala Fundraiser—to be held Saturday, August 1, 2009, at the Pasadena Convention Center in Pasadena, California—is the culmination of SEMA Leadership Days, a three-day event filled with activities that celebrate the spirit of the industry and its members.

The Installation Banquet & Gala Fundraiser recognizes the dedicated service of the SEMA Board of Directors—a wholly volunteer group of talented individuals who are elected by the membership to lead the association in its efforts. As the outgoing directors are thanked, those who have been newly elected to serve the association are welcomed.

The 2009 SEMA Hall of Fame inductees will also be announced at the gala. The inductees will be honored for their dedication, service and devotion to their businesses and the industry.

The gala will be preceded by the second annual SEMA Pinewood Drag Race, presented by eBay Motors, which will be held from 10:00 a.m.–5:00 p.m. The drag race, which raised approximately $40,000 last year, will benefit children’s charities Childhelp and Victory Junction Gang Camp. Childhelp is an organization that assists abused and neglected children, and Victory Junction Gang Camp provides life-changing camping experiences to disabled and chronically ill children.

Miniature race cars are built for the stock class by children at their camps and then sponsored by participants through their donations to the charities. This year, about 200 cars were built at the Childhelp camp and 150 at the Victory Junction Gang Camp.

A team of SEMA-member volunteers and Pinewood Committee members were on hand to lend their expertise to the children.

“The build days we had this year were simply fantastic,” said 2009 SEMA Pinewood Drag Race Committee Chairman Gregory Parker. “The joy on those kids’ faces as they built their own racers and raced them down the tracks was something to see.”

Spectators anticipating the big win at the 2008 SEMA Pinewood Drag Race. Participants can sponsor derby cars that were built by the kids of Childhelp and Victory Junction Gang Camp, or they can design their own entries.

Participants who sponsor a child’s car will be designated as the team owner and will race under the child’s name.

“We have to work hard to get the racers that were built sponsored by individuals and companies so that we can raise some money for these kids,” said Parker. “The kids really need our help now more than ever.”

Participants can also enter their own derby cars. The drag race will feature three classes: Stock, Modified and Unlimited. The finals will take place shortly before the banquet begins. To enter the race, visit www.sema.org/derby.

The race will also feature an auction of pinewood cars painted by the kids from the charities to resemble the cars of their favorite NASCAR, IRL or NHRA drivers. Each derby car will be autographed by both the child and driver, providing an exclusive item for auction. “The Starting Lineup” auction will take place online at www.sema.org and at the Installation Banquet & Gala Fundraiser.

SEMA Leadership Days will also include the inaugural SEMA Show ’N’ Shine public car show, to be held August 1. More than 200 vehicles will come together at the Pasadena Convention Center to benefit both Childhelp and Victory Junction Gang Camp.

Chip Foose, award-winning automotive designer and fabricator and host of TLC’s “Overhaulin’,” has been named Grand Marshall of the event.

“It’s an honor being named Grand Marshall for SEMA’s first public car show,” said Foose. “This industry has been an important part of my life, and it’s one that I’m very proud to be a part of. I can’t think of a better way to support these two great children’s charities.”

Foose’s design talent will be displayed at the show through three of his personal vehicles: a ’56 Ford F-100 pickup from “Overhaulin’,” an ’02 Ford T-Bird “Speedbird” that starred in “Rides” and his Foose Coupe. As Grand Marshall of the event, Foose will also design and autograph the official car show T-shirt that will be given to all vehicle registrants free of charge.

“As chairman of the SEMA Cares Committee, I was thrilled when Chip Foose graciously agreed to be the Grand Marshall of our inaugural car show and be on hand to share his passion and expertise with his fellow automotive enthusiasts,” said Joel Ayres. “His generosity and celebrity status will help us launch a successful event that can make the lives of these kids a little better.”

The 2009 SEMA Leadership Days will begin on Thursday, July 30, and will include individual and collective council meetings, Board of Directors’ functions, a State of the Association address and town hall meeting and the annual Internet Symposium. For complete details, visit www.sema.org/leadershipdays. For more information about the Pinewood Drag Race or any of the other activities that will be held in conjunction with the SEMA Installation Banquet & Gala Fundraiser, contact Lisa Moreno at 909/396-0289 ext. 105 or via e-mail at lisam@sema.org.

SEMA News - July 2009
BUSINESS

By Steve Campbell

Restylers Use Nontraditional Avenues During Bumpy Times

Dealers understand that new cars currently hold less appeal than good-quality used cars, and they are increasing their used-car inventories. Both franchisees and used-car dealers are buying vehicles at auctions and keeping better trade-ins to sell on their lots. Courtesy Lund Cadillac

First, the obvious: The new-car market—traditionally fertile ground for restylers to cultivate—has become mired in the global recession. Extremely cautious consumers are holding off on big-ticket expenditures, and while reputable economists see glimmers of a rebound, business has yet to fully flex the recovery springboard. Still, some restylers have searched along the boundaries of their expertise to explore avenues they may have overlooked in more fruitful times.

Bob Nardine, owner and president of Bob’s Top Shop in Orlando, Florida, went back to his roots. Nardine started his business in “soft trim”—convertible tops, carpet and anything that had to do with fabric either in or on the vehicle. He eventually expanded into a full restyling shop, but never gave up the trim side of the business. As the recession deepened and work fell off from his established new-car dealership contacts, he began to promote retail convertible top repairs—a natural fit for his Florida demographic.

“At one time, we did about 85% of our business in new-car dealer work,” Nardine said. “Now, it’s about 45%. I learned from a predecessor whose uncle taught him. He told me that during the Depression, his uncle always had gas in the car and food on the table. He didn’t get rich, but people repaired before they bought new, and it’s the same thing today.”

Repair work can be a boon for a shop that employs experienced technicians. Restylers should talk with their crews to see how they might turn some of that knowledge into opportunities, discovering skills employees possess that don’t require a tremendous investment to promote, but may lead to new revenue streams. Technicians often come to restyling shops with experience in audio, paint, exhaust and bodywork—the whole range of repair services—and that can lead to niche business for the shop through refurbishing good used cars.

Experienced dealers understand that new cars currently hold less appeal than good-quality used cars, and they are increasing their used-car inventories. Both franchisees and used-car dealers are buying inventory at auctions and keeping better trade-ins to sell on their lots.

One way to help a dealer shore up its bottom line is to add accessories so that some profit cushion is built in to each vehicle. The cost of additional accessories creates only a marginally higher payment on a no-interest or low-interest loan. Courtesy Lund Cadillac

“We’re buying a lot of low-mileage used cars from all across the country and accessorizing them,” said Larry Appleby, accessory manager at Lund Cadillac in Phoenix, Arizona. “We’re selling four used for every new car, where it used to be about equal.”

That shift in the car market should be an obvious signpost for restylers. There is pent-up demand for vehicles, and people must replace older cars and trucks at some point. For those buying now, a good used car is an appealing deal. The same concepts—although, not necessarily the same accessories—apply to used vehicles as they do to new, and some installers have seen their used-car business increase considerably.

“The one thing that installers who may not be familiar with used-car restyling need to keep in mind is that every late-model used car depreciates every day that it sits on a dealer’s lot, unlike a new car that holds its value until someone drives it away,” said Ellen McKoy, SEMA’s senior director of dealer relations. “So dealers have a great incentive—a financial need from an investment standpoint—to turn that inventory as quickly as possible and as profitably as possible. But they need to keep in mind that people who buy used cars do so because they’re less expensive than their new-car twin. Because the vehicles themselves depreciate in value, you don’t want to over accessorize a used vehicle so that you price it out of the range of the potential buyer.”

In some markets, that means toning down some of the things one might do to a new-model vehicle—a power sunroof, full leather interior with custom inserts, high-dollar wheel-and-tire package—that will put a hefty add-on ticket on the vehicle. Instead, consider a factory look-alike leather package to replace a worn velour or cloth interior. That type of addition costs hundreds of dollars less that the full-boat package, but still makes the vehicle distinctive and more attractive.

Appleby’s philosophy at Lund Cadillac is to make every car that rolls off the lot distinctive from what can be found elsewhere. Lund does far more restyling than most retail outsets, and Appleby says that the consumer’s desire for a unique product is the reason.

“Accessorization still differentiates your car from the one down the street,” he said. “That’s what we do differently. We treat used cars like new cars, but on a used car, we’re putting all of the products on the car at cost. So we’re generating work for the technicians and moving product, but all the profit is made on the gross of the vehicle.”

For instance, Appleby explained, rather than showing a $2,895 sticker add-on for a top on a new car and applying about $2,095 in profit to accessory sales, Lund puts the top on a used car at its $800 cost with the intention of selling the vehicle for an additional $2,000 and applying the $1,200 gross profit to the dealership. Another dealer might have a similar car at about the same price, but the customer gets more value by buying the accessorized car at Lund.

Just like his own site for Sunroofs Etc., the websites built by Steve Thompson for his dealership partners act as a sales tool, allowing customers to view products at their convenience. Because Thompson’s company is the installer for anything ordered using the sites he built, the company locks in the business from the dealerships it services. The dealership increases its margins; the salespeople are more efficient; the customers order exactly what they want; and Sunroofs Etc. sees additional production.

Steve Thompson has taken yet another road to keep his business going while others have fallen by the wayside. Thompson, president of Sunroofs Etc. in Golden Valley, Minnesota, is a long-time traditional restyler who has been in business for more than 20 years, but he had also acquired some expertise at developing websites. Through his work on the Internet, Thompson decided to offer a service to area dealerships. He created sites that incorporated both specialty equipment and the original equipment that the dealers carried.

“We built specific accessory websites for certain larger customers because the people at the dealership weren’t really sure what they were selling when it came to aftermarket products, and they didn’t know what to charge,” Thompson said. “Once you template a site and put on whatever the dealership wants to retail, their sales or service people can pull up a picture and information on how much the product is, what the warranty is and how much they are supposed to charge. There’s a part number included, so the employee can handle the order and charge the customer the proper amount.”

The site also acts as a sales tool for the dealership, allowing customers to view products and packages at their convenience. And, because Sunroofs Etc. is the installer for anything ordered using the sites Thompson has built, the company locks in the business from the dealerships it services. The dealership increases its margins; the salespeople are more efficient; the customers order exactly what they want; and Sunroofs Etc. sees additional production.

New-car interest rates present another opportunity that restylers should be aware of. Because of the drastic slowdown in new-vehicle sales, many automakers and their dealerships are offering unheard-of incentives to get buyers to come into the showrooms, including interest rates as low as 0%, depending on certain qualifiers. If the rate is 0%, dealers are not making anything on financing—one of their traditional revenue streams. One way to help a dealer shore up its bottom line is to add accessories so that some profit cushion is built in to each vehicle. The price of a sunroof, leather or wheels creates only a marginally higher payment on the no-interest loan, so accessories become truly low-cost options.

In addition, while the factories and the dealers currently have excessive inventory because of the stagnant market, things could change as the automakers shut down not only for their usual summer break, but also as some extend their production hiatus to negotiate severe economic hurdles. In that case, it is entirely possible that dealer inventory on some models could eventually be depleted—particularly as the factories curtail certain option packages. That opens the door for restylers to supply needed accessories on a just-in-time basis.

“Savvy restylers know what those option packages are, and they will use that as a marketing tool when they talk to their dealers,” said McKoy. “If customers just want a sunroof on a particular model, they may have to also order an upgraded stereo and wheels and tires as a factory package. They can’t order them singly because they come as a unit. The restyler can offer the dealer a better sunroof than from the factory with superior benefits and improved features at a more competitive price. Restylers should sit down with the dealership’s sales manager, general manager or dealer principal and ask about the most popular option packages. See where there are shortages and then try to build unique accessory packages of their own around those.”

Finding a need and filling it is an old precept in business, but timing is also of the essence, McKoy said. When business is good, it’s hard for restylers to get a dealer’s attention because they’re focused on moving inventory. When business is slow, they’re focused on just keeping the dealership going, but they’re also more receptive to hearing about ways to keep the dealership alive.

Even dealerships that may not have been interested in restyling will recognize positive results from a sale here and there that was made because the vehicle was accessorized or that brought in a higher price. As business begins to improve, which it eventually will, the restylers responsible for those additional sales will have already laid a solid foundation.