SEMA News -- April 2009

By Linda Spencer

Affordable U.S. Products Designed to Fit Region’s Market Sought

South Africans seek functional off-road accessories rather than those for show, given the serious off-roading excursions undertaken by many enthusiasts. Among the top-selling products for SUVs are protective and stylized aftermarket products, such as bull bars; recovery products, such as winches; performance products, such as engine enhancements; and traction products, such as specialty off-road tires and suspension. Courtesy of Leisure Wheels

For the last eight years, the activity of accessorizing and improving the performance of vehicles has transformed from a hobby to a fully fledged culture of fierce competition,” said Jaisivir Sewpual of the U.S. Embassy in Cape Town, South Africa. “In the race to individualize and distinguish their vehicles from others, enthusiasts constantly seek innovative, authentic specialty components and accessories. In this lucrative segment, South Africans are highly receptive to U.S. brands and often follow trends set in the United States.”

A group of journalists from leading South African enthusiast magazines along with a team of importers/distributors provided their insights into the market through a joint U.S. Embassy/SEMA survey that the embassy carried out over the past six months. The middle class in South Africa—especially the black middle class—has been a driving force in the growth of the specialty-equipment market.

“The emerging black middle-class segment of the South African population is not only satisfied with a new vehicle, but will spend considerable amounts of money customizing and accessorizing their vehicles,” Sewpual said. “Their need to be different and to distinguish themselves and their vehicles is incredibly high. Due to this demand, there has been a surge in the number of new automotive styling and tuning retailers/workshops around the country.”

There is a lot of focus on aftermarket accessories in South Africa, said Minesh Bhagaloo, a journalist for some of the largest daily newspapers in South Africa, including The Star, The Pretoria News and Cape Times, but affordability is critical. Buyers are very price conscious, as disposable income levels are still modest. As several distributors noted, higher-priced items are often out of the reach of most South Africans, and minimum order requirements often are a frustration to the typically smaller-sized importer.

European and Japanese cars are among the most often customized, such as this highly accessorized Honda. Courtesy of Top Car

This problem has gotten worse because the global crisis affects the car and tuning markets in South Africa, which had enjoyed a number of years of strong growth. The National Association of Automobile Manufacturers (NAAMSA) reported on its website that increasingly tight credit and the negative wealth effect of the global financial crisis resulting from falling house prices and asset values, sharp falls in business confidence and consumer sentiment have sharply curbed vehicle sales in this market of 4.6 million vehicles over the past several months.

One importer noted that it is even more critical these days that overseas manufacturers price their products by taking into account poor exchange rates, customs duties on certain items and freight. All are factors to be considered, but only products that can be reasonably priced will succeed. Also, the cost of an item can be prohibitive, even though it may be a sought-after item.

The South African vehicle market has indeed slumped in line with the international economic slowdown. Specialty-equipment businesses are obviously affected by this, as are all other business sectors.

BMW 3 Series

While the economic crisis has quelled demand across the board, the customization market for SUVs and off-road vehicles remains one of the strongest. Neil Harison of SA 4x4 magazine ventured a guess that the light-truck/off-road side of the market totaled 30%–40% of the overall South African specialty-equipment market. South Africans seek functional off-road accessories rather than those merely for show because of the serious off-roading excursions undertaken by many enthusiasts. Among the top-selling products for SUVs are protective and stylized aftermarket products, such as bull bars; recovery products, such as winches; performance products, such as engine enhancements; and traction products, such as specialty off-road tires and suspension. “However, there is a large demand for off-road trucks and SUVs due to the country’s large open spaces,” Angus Thompson, deputy editor of Top Car South Africa, said. “On the SUV and off-road side of things, it’s the older people with money who are buying the products that will enable them to do overlanding or camping in the bush. This is also growing in popularity as more and more South Africans use their 4x4s to explore not only their own country, but also the rest of Africa.”

Honda Civic

Jannie Herbst of Leisure Wheels said that SUVs and light pickups for overlanding and adventure form about 95% of the market his publication caters to.“In our magazine’s specific market, where we focus on overlanding adventures and lifestyle-oriented vehicles, that would be the Toyota Hilux pickup; Land Rover Defender; Toyota Land Cruiser Prado, 70 and 200 series; Mitsubishi Pajero and Nissan Navara pickup,” Herbst said. “The remaining 5% is made up of vehicles, such as the Land Rover Defender, which is still sold new here, and the Toyota Land Cruiser 70 wagon, which are dedicated overlanding-type vehicles.”

Thompson added that young guys with relatively little disposable income form the majority of those modifying their cars in South Africa. Among the most popular cars to accessorize are the BMW 3 Series, Honda Civic, Nissan 350Z and Volkswagen Golf.

Most of the cars on South African roads are European, Japanese or Korean brands, while American brands, such as Jeep, Dodge and Cadillac, sell in smaller numbers. Bhagaloo also emphasized this aspect of the market.

“We don’t have the range of American cars that you do,” he said. “Our market is probably more German and Japanese. Your aftermarket offerings need to factor this in. See www.naamsa.co.za for our monthly car-sales figures.”

Nissan 350Z

Many of the U.S. brands sold in South Africa are European rather than U.S. specs. Australia, Japan, South Africa and the United Kingdom drive on the opposite side of the road compared to in the United States, necessitating fitment changes in a number of U.S.-made accessories.

Those interviewed for the U.S. Embassy/SEMA study highlighted the challenges faced by the specialty-equipment industry. Unlike in many other markets, government regulations did not make it on the short list of problems. We were repeatedly told that South Africa’s legislation demands only that a vehicle be road-worthy, and there are effectively no limits on customization.

“The only legal restrictions we have pertain to the amount of noise certain aftermarket exhausts and mufflers make as well as the degree of window tinting,” Thompson said, “but this is seldom enforced by the authorities.”

Volkswagen Golf

Far and away the largest challenge faced by South African companies was counterfeit products. Businesses representatives and journalists alike noted the increasing number of inferior and cheap products flooding the market. They also said that U.S. products are more expensive in the South African market due to tariffs ranging between 5%–30%. This significantly raises the cost of U.S. products and puts American manufacturers at a disadvantage against competitors in countries in which South Africa has free-trade agreements, including Europe. U.S. products are more expensive in South Africa due to the rapid depreciation of the local currency, the rand, with an exchange rate of 10.10 rand to $1 compared to 7.1 rand to the dollar 18 months ago.

“As in other parts of the world, the ‘new vehicle’ situation in South Africa is dire,” Herbst said. “Almost 5,000 vehicles are repossessed every month, and the used-car market is hugely oversaturated. Meanwhile, many specialty-equipment businesses are coming up with innovative ways to brave the storm. And our magazine recently posted its highest circulation figures for the fiscal year.”

A South African importer echoed that view, saying “…a company that can work around that obstacle will find themselves in a good position to penetrate the market.” He noted that U.S. products were present in the major South African cities of Cape Town, the seat of the national legislature; Pretoria, where the government executive branch is based; Johannesburg, known as the commercial capital; and Durban, a fast-growing port city on the east coast. The U.S. Embassy emphasized that personal interviews with local retailers and importers indicated their eagerness to identify and establish distributor agreements with U.S. suppliers.

Below are links to lists of some of the top importers/distributors and media in the South African market. Also, a new trade show will take place this spring—Automechanika South Africa in Johannesburg. More information is available at www.automechanika.de.

Enthusiast Media

A SEMA-compiled list of South African media is available to members online at www.sema.org/international.

Importers/Distributors

SEMA has a new list of distributors/importers available for members online at www.sema.org/international. The list was compiled from a number of sources, including a recent survey conducted for SEMA by the U.S. Embassy in South Africa as well as input from South African media.

SEMA News -- April 2009
SPY PHOTOS

The images and information included in “Spy Photos” are supplied by the spy shooters at Brenda Priddy & Co. “Spy Photos” are also included each week in SEMA eNews, the association’s electronic newsletter. To receive your copy of SEMA eNews, e-mail enews@sema.org.

 

Fiat 500 Convertible

When it Hits: Expected in European dealerships within a few months. What Priddy Says: A possible candidate for import to North America, the Fiat 500’s retractable roof design sets itself apart from competitors, such as the MINI
or VW Beetle. 

 

   

MINI Crossman

When it Hits: A 2010 release is expected. What Priddy Says: Spotted during winter testing, the MINI Crossman represents a new angle for the automaker. The high-riding Crossman (previously called the Colorado within BMW) will feature all-wheel drive, making it a candidate for active individuals needing a small car that can get them to the slopes.

 

McLaren P11 Prototype

When it Hits: Tentative introduction later this year; production to begin in 2010. What Priddy Says: Specs are as elusive as actual P11 photos, but recent speculation calls for a Mercedes-Benz-sourced V8 (550 hp), possibly mated to an F1-style sequential transmission.

  

Ford’s “Coyote” V8

When it Hits: To be offered in the 2011 Mustang and F-150. What Priddy Says: Ford’s all-new V8, code-named “Coyote,” is estimated at 400 hp and 400 lb.-ft. of torque, with fuel economy close to that of today’s 5.4L engine.

Photos Copyright Brenda Priddy & Company. Reuse or reproduction without the copyright holder’s consent is prohibited.

SEMA News -- April 2009
INDUSTRY NEWS

 

SEMA’s Show department has released these deadlines to assist exhibitors and attendees in successful SEMA Show planning:

The 2009 SEMA Show will be held November 3–6, in Las Vegas. For more details, visit www.SEMAShow.com.

Exhibit Space Rental Agreement (ESRA) forms were posted online starting February 20 at www.SEMAShow.com.

Attendee registration for the 2009 Show began March 9, and sign-ups are available at www.SEMAShow.com.

Exclusive SEMA room rates for more than 20 Las Vegas hotels were also available as of March 9. Room rates start as low as $59.

Exhibitors who submit their rental agreement deposits by May 8 will be included in the priority space selection process, which will be held June 16–30.

  

  

  

  

Industry Raises More Than $134,000 for Children’s Charities

Through its auction and fundraising activities, the 2008 SEMA Installation Banquet & Gala Fundraiser raised more than $134,000 for two important charities—the Victory Junction Gang Camp for kids and the Childhelp organization.

On behalf of the automotive specialty-equipment industry, SEMA President and CEO Chris Kersting (left) and SEMA Cares Committee Chairman Joel Ayres (right) presented (second from left) and  with more than $67,000 that was raised through an industry-wide fundraising effort. The SEMA Cares Committee was created about a year ago to unite the industry’s fundraising efforts and provide professionals with an easy way to give to those in need.

NASCAR champion Kyle Petty (center) thanked SEMA Chairman of the Board Jim Cozzie (left) and former SEMA Board member Matt Agosta of Steele Rubber Products as he accepted the donation made to the Victory Junction Gang Camp. The camp helps children suffering from chronic illnesses.

  

Top 10 Best Engineered New Products

Barcode scanningtechnology was introduced at the SEMA Show for the first time in 2008, providing WDs, installers and retailers easy access to new-product specs and key details. More than 2,000 products were entered in the Show’s New Products Showcase, and about 26% of those were placed in the Best New Engineered category. Here are the products that grabbed the most scans.

	Autonet Mobile, Autonet Mobile, http://www.autonetmobile.com/, 800/977-2107
	TricPlate, Switchable License Plate Film, http://www.tricplate.com/, 954/328-9507
	Bully Dog Technologies, GT (Gauge Tuner), http://www.bullydog.com/, 866/285-5936
	Professional Products, Powerjection III, http://www.professional-products.com/, 323-779-2020
	PlasmaGlow, Illuminators LED Modules. www.plasmaglow.com, 480/222-0285
	Undercover, Swing Case, http://www.undercoverinfo.com/, 417/753-8000
	Drew Technologies, DashDAQ, http://www.drewtech.com/, 734/222-5228
	Engineering Inc., Titanium Turbo Heat Shield, http://www.designengineering.com/, 800/264-9472
	Pypes Performance Exhaust, Electric Cutouts, http://www.pypesexhaust.com/, 800/421-3890
	Xtreme, http://www.sctflash.com/, 407/774-2447

See all of the products entered in the New Products Showcase at www.semadigital.com.

  

www.SEMA.org Gets a Tune-Up

Coming soon...the new www.SEMA.org, an interactive experience focused on creating relevant experiences for members of the specialty-equipment industry while offering the searching and browsing tools to find what you want—fast!

SEMA members will have access to a new member-only benefit called MySEMA. The powerful MySEMA portal will allow members to browse company and user directories, send and receive messages, and receive personalized industry content through a variety of media channels. Additionally, you will be able to connect with other members with similar interests and have a team of designated staff there to help maximize your membership value.

With the vision and leadership of SEMA, powered by website development partner NFi Studios, MySEMA and www.SEMA.org will continually evolve and adapt to your needs.

MySEMA and www.SEMA.org and will be in public beta starting March 27, 2009. 

 

As new-vehicle technology challenges the aftermarket to plan for the future, business technology helps to streamline processes and expose errors so companies can conduct business more efficiently and gain lost sales margins.

New-Vehicle Technology and Data Standards

Just as new-vehicle technology changes the way cars operate, business technology is changing the way parts are being presented and cataloged to make processes more efficient. Industry-standard electronic product cataloging formats, such as Product Information Exchange Standards (PIES) and the Automotive Aftermarket Industry Association (AAIA) Catalog Enhanced Standard (ACES) are becoming widely accepted throughout the aftermarket, collecting product information, such as units of measure, marketing descriptions, dimensions, jobber pricing, vehicle applications and myriad other data.

Many of the industry’s leading distributors have embraced these standards and adherence to them has allowed companies to discover discrepancies between the products that their distributors advertise versus what the manufacturer actually makes.

In fact, results of a recently published SEMA study that matched 19 manufacturers (or “suppliers”) with five distributors (or “receivers”) showed that more than 24% of the current, active parts in the supplier systems were not found in their distributors’ systems. Around 29% of the parts in the distributors’ systems were not in the corresponding supplier systems. For the 71% that matched on part numbers, 9% of the jobber prices were in error, and a huge number of vital data fields were missing in both the suppliers’ and distributors’ systems.

As new-vehicle technology challenges the aftermarket to plan for the future, business technology helps to streamline processes and expose errors so companies can conduct business more efficiently and gain lost sales margins.

For more information about these standards or the results of the study, visit www.sema.org/btc.

  

FAST FACTS

Karen Evans St. John was named president of Kee Auto Top Manufacturing Co. Evans St. John has worked for Kee Auto Top for 25 years in several capacities, including manufacturing, research, human resources and sales and marketing. Kee Auto Top, Charlotte, NC; 704/332-8213.

Dave Butts was promoted to vice president of information technology for Recaptured Energy Technologies. Butts is responsible for the company’s vehicle systems development and technology solutions functions. Previously, Butts developed, built and expanded decision-support and business-process integration hardware, software and network platforms for Fortune 500 companies.

The Goodguys Rod & Custom Association announced that builder Roy Brizio will round up the hot rods and customs he’s built over the past 32 years and display them together as a group for the first time in history at this year’s Goodguys 23rd Eagle One West Coast Nationals, August 21–23, at the Pleasanton Fairgrounds in California. Goodguys, Pleasanton, CA; 925/838-9876.

SPAL USA promoted former inside sales representative Ryan Siedel to regional sales assistant for the company’s automotive aftermarket high-performance fan, blower and electronic accessory products. He will assist the sales team in the growth and development of the company’s product line and help support its sales and marketing initiatives. The company also named Tim W. McGee regional sales manager for its commercial fan, blower and electronic product lines. McGee will work to develop and expand the OEM market share for SPAL USA’s premium electric cooling fans and blowers in the southeastern United States. SPAL, Ankeny, IA; 515/289-7000.

Beck/Arnley hired Tony Reeves as a catalog specialist to assist with all catalog and database responsibilities and help manage the image database and customer files. Reeves previously spent 20 years with Beck/Arnley working in catalog research. The company also hired Chad Horton as IT liaison. He will work with sales and operations, handle requests from management and work on special projects.

“Speedy” Bill Smith, founder and owner of Speedway Motors, was the eighth recipient of the Robert E. Petersen Lifetime Achievement Award. The annual award recognizes significant contributions to the business and hobby of hot rodding and restoration. The award was presented during the grand opening breakfast at the 11th Annual Hotrod & Restoration Trade Show.

Scott Davis was hired by Lunati as a new account representative to support the company’s more aggressive direction upon being restored to private ownership. “With the previous ownership, engine builders were unable to deal directly with Lunati,” said Derek Scott, Lunati’s director of operations. “We are actively seeking relationships with qualified engine builders, and we are adding the necessary resources to handle their needs.”

Mickey Thompson Performance Tires & Wheels will not participate as a major sponsor of the NHRA in 2009. “The tough decision to suspend our relationship with NHRA after more than 26 years is due to several concerns, including a recent mandate by the NHRA that Pro Stock racers will be required to compete exclusively on Goodyear tires,” said Ken Warner, vice president of sales and marketing for Mickey Thompson. Mickey Thompson Performance Tires & Wheels, Corona, CA; 951/817-0101.

Speedway Motors Inc. acquired the street-rod-related assets of Total Performance Inc. All Total Performance operations will be consolidated into the Speedway Motors’ facilities in Lincoln, Nebraska. “Speedy” Bill Smith, founder and president of Speedway Motors, said that a smooth, seamless transition is expected. Terms of the transaction were not disclosed. Speedway Motors Inc., Lincoln, NE; 800/979-0122. Total Performance, Wallingford, CT; 203/265-5667.

The American International Automotive Dealers Association (AIADA)
honored longtime member and past director John H. (Jack) Thompson of Doylestown, Pennsylvania, with the David F. Mungenast Sr. Lifetime Achievement Award. The award is presented annually to an individual whose deep commitment and contributions to the international auto industry and his or her community sets them apart. AIADA, Alexandria, VA; 800/GO-AIADA .

Infineon Raceway Media Relations Department Manager John Cardinale was named the NASCAR Track PR Representative of the Year at the annual NASCAR PR Summit. Voted on by members of the motorsports media, previous winners of the award and NASCAR PR, the NASCAR Track PR Representative of the Year award recognizes the outstanding efforts of a track representative. Infineon, Sonoma, CA; 707/938-8448.

SEMA News -- April 2009
INDUSTRY NEWS

 

SEMA’s Show department has released these deadlines to assist exhibitors and attendees in successful SEMA Show planning:

The 2009 SEMA Show will be held November 3–6, in Las Vegas. For more details, visit www.SEMAShow.com.

Exhibit Space Rental Agreement (ESRA) forms were posted online starting February 20 at www.SEMAShow.com.

Attendee registration for the 2009 Show began March 9, and sign-ups are available at www.SEMAShow.com.

Exclusive SEMA room rates for more than 20 Las Vegas hotels were also available as of March 9. Room rates start as low as $59.

Exhibitors who submit their rental agreement deposits by May 8 will be included in the priority space selection process, which will be held June 16–30.

  

  

  

  

Industry Raises More Than $134,000 for Children’s Charities

Through its auction and fundraising activities, the 2008 SEMA Installation Banquet & Gala Fundraiser raised more than $134,000 for two important charities—the Victory Junction Gang Camp for kids and the Childhelp organization.

On behalf of the automotive specialty-equipment industry, SEMA President and CEO Chris Kersting (left) and SEMA Cares Committee Chairman Joel Ayres (right) presented (second from left) and  with more than $67,000 that was raised through an industry-wide fundraising effort. The SEMA Cares Committee was created about a year ago to unite the industry’s fundraising efforts and provide professionals with an easy way to give to those in need.

NASCAR champion Kyle Petty (center) thanked SEMA Chairman of the Board Jim Cozzie (left) and former SEMA Board member Matt Agosta of Steele Rubber Products as he accepted the donation made to the Victory Junction Gang Camp. The camp helps children suffering from chronic illnesses.

  

Top 10 Best Engineered New Products

Barcode scanningtechnology was introduced at the SEMA Show for the first time in 2008, providing WDs, installers and retailers easy access to new-product specs and key details. More than 2,000 products were entered in the Show’s New Products Showcase, and about 26% of those were placed in the Best New Engineered category. Here are the products that grabbed the most scans.

	Autonet Mobile, Autonet Mobile, http://www.autonetmobile.com/, 800/977-2107
	TricPlate, Switchable License Plate Film, http://www.tricplate.com/, 954/328-9507
	Bully Dog Technologies, GT (Gauge Tuner), http://www.bullydog.com/, 866/285-5936
	Professional Products, Powerjection III, http://www.professional-products.com/, 323-779-2020
	PlasmaGlow, Illuminators LED Modules. www.plasmaglow.com, 480/222-0285
	Undercover, Swing Case, http://www.undercoverinfo.com/, 417/753-8000
	Drew Technologies, DashDAQ, http://www.drewtech.com/, 734/222-5228
	Engineering Inc., Titanium Turbo Heat Shield, http://www.designengineering.com/, 800/264-9472
	Pypes Performance Exhaust, Electric Cutouts, http://www.pypesexhaust.com/, 800/421-3890
	Xtreme, http://www.sctflash.com/, 407/774-2447

See all of the products entered in the New Products Showcase at www.semadigital.com.

  

www.SEMA.org Gets a Tune-Up

Coming soon...the new www.SEMA.org, an interactive experience focused on creating relevant experiences for members of the specialty-equipment industry while offering the searching and browsing tools to find what you want—fast!

SEMA members will have access to a new member-only benefit called MySEMA. The powerful MySEMA portal will allow members to browse company and user directories, send and receive messages, and receive personalized industry content through a variety of media channels. Additionally, you will be able to connect with other members with similar interests and have a team of designated staff there to help maximize your membership value.

With the vision and leadership of SEMA, powered by website development partner NFi Studios, MySEMA and www.SEMA.org will continually evolve and adapt to your needs.

MySEMA and www.SEMA.org and will be in public beta starting March 27, 2009. 

 

As new-vehicle technology challenges the aftermarket to plan for the future, business technology helps to streamline processes and expose errors so companies can conduct business more efficiently and gain lost sales margins.

New-Vehicle Technology and Data Standards

Just as new-vehicle technology changes the way cars operate, business technology is changing the way parts are being presented and cataloged to make processes more efficient. Industry-standard electronic product cataloging formats, such as Product Information Exchange Standards (PIES) and the Automotive Aftermarket Industry Association (AAIA) Catalog Enhanced Standard (ACES) are becoming widely accepted throughout the aftermarket, collecting product information, such as units of measure, marketing descriptions, dimensions, jobber pricing, vehicle applications and myriad other data.

Many of the industry’s leading distributors have embraced these standards and adherence to them has allowed companies to discover discrepancies between the products that their distributors advertise versus what the manufacturer actually makes.

In fact, results of a recently published SEMA study that matched 19 manufacturers (or “suppliers”) with five distributors (or “receivers”) showed that more than 24% of the current, active parts in the supplier systems were not found in their distributors’ systems. Around 29% of the parts in the distributors’ systems were not in the corresponding supplier systems. For the 71% that matched on part numbers, 9% of the jobber prices were in error, and a huge number of vital data fields were missing in both the suppliers’ and distributors’ systems.

As new-vehicle technology challenges the aftermarket to plan for the future, business technology helps to streamline processes and expose errors so companies can conduct business more efficiently and gain lost sales margins.

For more information about these standards or the results of the study, visit www.sema.org/btc.

  

FAST FACTS

Karen Evans St. John was named president of Kee Auto Top Manufacturing Co. Evans St. John has worked for Kee Auto Top for 25 years in several capacities, including manufacturing, research, human resources and sales and marketing. Kee Auto Top, Charlotte, NC; 704/332-8213.

Dave Butts was promoted to vice president of information technology for Recaptured Energy Technologies. Butts is responsible for the company’s vehicle systems development and technology solutions functions. Previously, Butts developed, built and expanded decision-support and business-process integration hardware, software and network platforms for Fortune 500 companies.

The Goodguys Rod & Custom Association announced that builder Roy Brizio will round up the hot rods and customs he’s built over the past 32 years and display them together as a group for the first time in history at this year’s Goodguys 23rd Eagle One West Coast Nationals, August 21–23, at the Pleasanton Fairgrounds in California. Goodguys, Pleasanton, CA; 925/838-9876.

SPAL USA promoted former inside sales representative Ryan Siedel to regional sales assistant for the company’s automotive aftermarket high-performance fan, blower and electronic accessory products. He will assist the sales team in the growth and development of the company’s product line and help support its sales and marketing initiatives. The company also named Tim W. McGee regional sales manager for its commercial fan, blower and electronic product lines. McGee will work to develop and expand the OEM market share for SPAL USA’s premium electric cooling fans and blowers in the southeastern United States. SPAL, Ankeny, IA; 515/289-7000.

Beck/Arnley hired Tony Reeves as a catalog specialist to assist with all catalog and database responsibilities and help manage the image database and customer files. Reeves previously spent 20 years with Beck/Arnley working in catalog research. The company also hired Chad Horton as IT liaison. He will work with sales and operations, handle requests from management and work on special projects.

“Speedy” Bill Smith, founder and owner of Speedway Motors, was the eighth recipient of the Robert E. Petersen Lifetime Achievement Award. The annual award recognizes significant contributions to the business and hobby of hot rodding and restoration. The award was presented during the grand opening breakfast at the 11th Annual Hotrod & Restoration Trade Show.

Scott Davis was hired by Lunati as a new account representative to support the company’s more aggressive direction upon being restored to private ownership. “With the previous ownership, engine builders were unable to deal directly with Lunati,” said Derek Scott, Lunati’s director of operations. “We are actively seeking relationships with qualified engine builders, and we are adding the necessary resources to handle their needs.”

Mickey Thompson Performance Tires & Wheels will not participate as a major sponsor of the NHRA in 2009. “The tough decision to suspend our relationship with NHRA after more than 26 years is due to several concerns, including a recent mandate by the NHRA that Pro Stock racers will be required to compete exclusively on Goodyear tires,” said Ken Warner, vice president of sales and marketing for Mickey Thompson. Mickey Thompson Performance Tires & Wheels, Corona, CA; 951/817-0101.

Speedway Motors Inc. acquired the street-rod-related assets of Total Performance Inc. All Total Performance operations will be consolidated into the Speedway Motors’ facilities in Lincoln, Nebraska. “Speedy” Bill Smith, founder and president of Speedway Motors, said that a smooth, seamless transition is expected. Terms of the transaction were not disclosed. Speedway Motors Inc., Lincoln, NE; 800/979-0122. Total Performance, Wallingford, CT; 203/265-5667.

The American International Automotive Dealers Association (AIADA)
honored longtime member and past director John H. (Jack) Thompson of Doylestown, Pennsylvania, with the David F. Mungenast Sr. Lifetime Achievement Award. The award is presented annually to an individual whose deep commitment and contributions to the international auto industry and his or her community sets them apart. AIADA, Alexandria, VA; 800/GO-AIADA .

Infineon Raceway Media Relations Department Manager John Cardinale was named the NASCAR Track PR Representative of the Year at the annual NASCAR PR Summit. Voted on by members of the motorsports media, previous winners of the award and NASCAR PR, the NASCAR Track PR Representative of the Year award recognizes the outstanding efforts of a track representative. Infineon, Sonoma, CA; 707/938-8448.

SEMA News -- April 2009
INSIDE SEMA

Will Woods

SEMA Vice President of Councils

Editor's Note: This is the latest in a series of articles highlighting members of SEMA’s executive management team.

SEMA News: Can you briefly explain your role and the role of your department at SEMA?

Will Woods: I am the team leader for the councils department, which is comprised of four council directors/coordinators and an administrative assistant. Our team facilitates the accomplishment of organizational goals outlined by the council leaders who serve each of their niche market constituents.

SN: Can you briefly touch on some of the benefits and opportunities associated with council membership? Why should someone get involved?

WW: Automotive aftermarket professionals benefit from networking and educational opportunities that are unmatched in the industry. The vast majority of business leaders and trendsetters who frequent our trade shows, educational sessions and meetings are provided invaluable opportunities to gain insight into best practices, new business opportunities and management techniques that can be readily applied in their own firms.

SN: What do you see as the biggest challenges that currently face SEMA-member companies, and what specifically do the councils offer to address those challenges?

WW: I don’t have to tell you that the current economic climate presents enormous challenges for our members. This is a time when an association must “step up” and provide as much support as possible to assist members. Our council members provide valuable input on critical issues in the marketplace, and we are responding with targeted educational and networking opportunities to help member firms survive during this adverse business climate.

SN: Are there any initiatives or programs that you are especially excited about and would like to share with the membership?

WW: The Motorsports Parts Manufacturers Council (MPMC) is supporting Motorsports Awareness and its Take a Friend to a Race program, encouraging industry members and consumers to support local and regional racetracks. The Automotive Restoration Market Organization (ARMO) provides a similar effort with its successful Take a Kid to a Car Show program, encouraging “next-generation” enthusiasm in cars and industry events. The Hot Rod Industry Alliance (HRIA) just completed its annual Education & Training Day at the Hotrod & Restoration Show in Indianapolis, where manufacturers were afforded the opportunity to demonstrate their products and benefits directly to customers and distributors. And, of course, the Street Performance Council (SPC) will hold its popular 3rd annual Internet Symposium in July, providing cutting-edge technology-related educational opportunities for our member firms.

SEMA councils are making every effort to provide timely, cost-effective programs and services to their members. The years 2009 and 2010 may indeed be difficult, but with our help, the automotive aftermarket will survive and emerge from this recession a leaner, meaner racing machine.

SEMA News -- April 2009
INSIDE SEMA

Will Woods

SEMA Vice President of Councils

Editor's Note: This is the latest in a series of articles highlighting members of SEMA’s executive management team.

SEMA News: Can you briefly explain your role and the role of your department at SEMA?

Will Woods: I am the team leader for the councils department, which is comprised of four council directors/coordinators and an administrative assistant. Our team facilitates the accomplishment of organizational goals outlined by the council leaders who serve each of their niche market constituents.

SN: Can you briefly touch on some of the benefits and opportunities associated with council membership? Why should someone get involved?

WW: Automotive aftermarket professionals benefit from networking and educational opportunities that are unmatched in the industry. The vast majority of business leaders and trendsetters who frequent our trade shows, educational sessions and meetings are provided invaluable opportunities to gain insight into best practices, new business opportunities and management techniques that can be readily applied in their own firms.

SN: What do you see as the biggest challenges that currently face SEMA-member companies, and what specifically do the councils offer to address those challenges?

WW: I don’t have to tell you that the current economic climate presents enormous challenges for our members. This is a time when an association must “step up” and provide as much support as possible to assist members. Our council members provide valuable input on critical issues in the marketplace, and we are responding with targeted educational and networking opportunities to help member firms survive during this adverse business climate.

SN: Are there any initiatives or programs that you are especially excited about and would like to share with the membership?

WW: The Motorsports Parts Manufacturers Council (MPMC) is supporting Motorsports Awareness and its Take a Friend to a Race program, encouraging industry members and consumers to support local and regional racetracks. The Automotive Restoration Market Organization (ARMO) provides a similar effort with its successful Take a Kid to a Car Show program, encouraging “next-generation” enthusiasm in cars and industry events. The Hot Rod Industry Alliance (HRIA) just completed its annual Education & Training Day at the Hotrod & Restoration Show in Indianapolis, where manufacturers were afforded the opportunity to demonstrate their products and benefits directly to customers and distributors. And, of course, the Street Performance Council (SPC) will hold its popular 3rd annual Internet Symposium in July, providing cutting-edge technology-related educational opportunities for our member firms.

SEMA councils are making every effort to provide timely, cost-effective programs and services to their members. The years 2009 and 2010 may indeed be difficult, but with our help, the automotive aftermarket will survive and emerge from this recession a leaner, meaner racing machine.

SEMA News -- April 2009
INSIDE SEMA

Will Woods

SEMA Vice President of Councils

Editor's Note: This is the latest in a series of articles highlighting members of SEMA’s executive management team.

SEMA News: Can you briefly explain your role and the role of your department at SEMA?

Will Woods: I am the team leader for the councils department, which is comprised of four council directors/coordinators and an administrative assistant. Our team facilitates the accomplishment of organizational goals outlined by the council leaders who serve each of their niche market constituents.

SN: Can you briefly touch on some of the benefits and opportunities associated with council membership? Why should someone get involved?

WW: Automotive aftermarket professionals benefit from networking and educational opportunities that are unmatched in the industry. The vast majority of business leaders and trendsetters who frequent our trade shows, educational sessions and meetings are provided invaluable opportunities to gain insight into best practices, new business opportunities and management techniques that can be readily applied in their own firms.

SN: What do you see as the biggest challenges that currently face SEMA-member companies, and what specifically do the councils offer to address those challenges?

WW: I don’t have to tell you that the current economic climate presents enormous challenges for our members. This is a time when an association must “step up” and provide as much support as possible to assist members. Our council members provide valuable input on critical issues in the marketplace, and we are responding with targeted educational and networking opportunities to help member firms survive during this adverse business climate.

SN: Are there any initiatives or programs that you are especially excited about and would like to share with the membership?

WW: The Motorsports Parts Manufacturers Council (MPMC) is supporting Motorsports Awareness and its Take a Friend to a Race program, encouraging industry members and consumers to support local and regional racetracks. The Automotive Restoration Market Organization (ARMO) provides a similar effort with its successful Take a Kid to a Car Show program, encouraging “next-generation” enthusiasm in cars and industry events. The Hot Rod Industry Alliance (HRIA) just completed its annual Education & Training Day at the Hotrod & Restoration Show in Indianapolis, where manufacturers were afforded the opportunity to demonstrate their products and benefits directly to customers and distributors. And, of course, the Street Performance Council (SPC) will hold its popular 3rd annual Internet Symposium in July, providing cutting-edge technology-related educational opportunities for our member firms.

SEMA councils are making every effort to provide timely, cost-effective programs and services to their members. The years 2009 and 2010 may indeed be difficult, but with our help, the automotive aftermarket will survive and emerge from this recession a leaner, meaner racing machine.

SEMA News -- April 2009
REQUIRED READING

Magazines in and outside the United States are eager to highlight the newest specialty-equipment product offerings, and they often do so by including New Product Showcases in their magazine. This month’s “Required Reading” features a few of these columns and provides tips on how to increase your chances of being included.

How to Get Your New Product Included in the Showcase

There’s nothing like editorial coverage to get things rolling.

You’ve invested a great deal of time and effort to produce your new product. It’s now time to get the word out. Sure, advertising and point-of-purchase programs are important, but there’s nothing like editorial coverage to get things rolling. In fact, the media is a valuable tool for building credibility and reaching the masses. To many people’s surprise, reporters are hungry for new-product information. Many publications even have new-product showcases where they seek items to highlight. To get your piece of the spotlight, there are certain investments in time and preparation that will pay off. The following are a few tips and suggestions that may help: Fish where the fish are. Bring product news to events where media will naturally be present. These might be races or car shows, but for broader exposure, trade shows present an obvious opportunity.

Arrive with materials ready to go. That means a press kit with detailed product information and high-resolution digital art, at the very least. Even better, add some technical background information—dyno testing or “how it works” information—that would bring a reporter up to speed on the concepts relating to your new product. A ready-to-go story about your own product might also get the ideas flowing in the editorial department of a national magazine. It’s also good to include some company history and, of course, contact information, which should also point to your website, assuming you have one that is fully functional and up-to-date.

Hold it together in a standard-size folder. Resist the temptation to package your media kit in a cute lunchbox, diamond-plate notebook or thermos. It needs to slip easily into a briefcase and be filed on a shelf for easy reference. Anything too bulky will likely be abandoned when it’s time for an editor or writer to repack and get on a plane.

Look into the media center. Your media kit should be made available at places where writers and editors can be found, such as an event’s press room. Check with event management to see where they should be placed, and replenish as necessary. Your press kit materials will need to be delivered, placed and serviced by your own team.

Consider all events. The SEMA Show is the premier industry event, but it’s important to consider other events to round out your public relations plan. Some events are even built around new-product news, such as the annual Motorsports Parts Manufacturers Council (MPMC) Media Trade Conference. The MPMC event is formatted so that members can meet dozens of editors over a three-day period. It’s a rare opportunity to generate coverage and exchange information about plans for the coming year.

Consider a press conference—but do it carefully. If your media plan entails just putting your new products out in your booth, you are leaving a lot to chance. Your exposure will depend on the right media migrating to your booth, identifying the new product and leaving with photography and information. You might consider staging a press conference to announce a new product, but unless you have a real breakthrough to offer—something truly newsworthy—a press conference might night not be the best method to get coverage.

The media is a valuable tool for building credibility and reaching the masses.

Look into programs, such as the New Products Showcase.

Take advantage of whatever announcements, programs or spotlight opportunities the show management creates. The SEMA Show New Products Showcase, for example, attracts media attention and exponentially increases your chances of appearing in magazines and newspapers. That’s because the program is set up to make it easy for editors to cover new products. Every new product is situated within an appropriate category, so media can easily locate the products they’re most interested in. All entries are attractively displayed and photographed for distribution to the media.

Last year, SEMA introduced an electronic scanning device that allowed media to grab images and info on any given product in seconds. Then the information was supplied electronically, and quality images were made available on www.semadigitial.com.

SEMA also organizes specific groups of media participants, such as international editors, to pick new products for awards. These visiting media use the New Product Showcase as their catalog of new ideas.

They select the best new products for their market—maybe China, Brazil or Sweden—vote on the winners and take the information home for use in their hometown publications. That creates export opportunities for the companies that participate and global product awareness that could open doors.

Review your SEMA Show Directory listing. Like many others, the SEMA Show Directory is an annual reference book. Writers and editors regularly look up contacts by turning to the part of the book that lists companies by product category. You want to make sure your company is listed in every appropriate product category. By cross-referencing, you make your company visible for consideration in a wider variety of product guides, product tests and product news releases. Because the SEMA Show Directory is also posted on www.SEMAShow.com, individual consumers who did not attend may also discover your new product.

Having a great idea can be the start of a new business, but creating the product is only the beginning. With a good press kit and a little help from event producers, you can shorten the time it takes for everyone to see your latest development.

SEMA News -- April 2009
REQUIRED READING

Magazines in and outside the United States are eager to highlight the newest specialty-equipment product offerings, and they often do so by including New Product Showcases in their magazine. This month’s “Required Reading” features a few of these columns and provides tips on how to increase your chances of being included.

How to Get Your New Product Included in the Showcase

There’s nothing like editorial coverage to get things rolling.

You’ve invested a great deal of time and effort to produce your new product. It’s now time to get the word out. Sure, advertising and point-of-purchase programs are important, but there’s nothing like editorial coverage to get things rolling. In fact, the media is a valuable tool for building credibility and reaching the masses. To many people’s surprise, reporters are hungry for new-product information. Many publications even have new-product showcases where they seek items to highlight. To get your piece of the spotlight, there are certain investments in time and preparation that will pay off. The following are a few tips and suggestions that may help: Fish where the fish are. Bring product news to events where media will naturally be present. These might be races or car shows, but for broader exposure, trade shows present an obvious opportunity.

Arrive with materials ready to go. That means a press kit with detailed product information and high-resolution digital art, at the very least. Even better, add some technical background information—dyno testing or “how it works” information—that would bring a reporter up to speed on the concepts relating to your new product. A ready-to-go story about your own product might also get the ideas flowing in the editorial department of a national magazine. It’s also good to include some company history and, of course, contact information, which should also point to your website, assuming you have one that is fully functional and up-to-date.

Hold it together in a standard-size folder. Resist the temptation to package your media kit in a cute lunchbox, diamond-plate notebook or thermos. It needs to slip easily into a briefcase and be filed on a shelf for easy reference. Anything too bulky will likely be abandoned when it’s time for an editor or writer to repack and get on a plane.

Look into the media center. Your media kit should be made available at places where writers and editors can be found, such as an event’s press room. Check with event management to see where they should be placed, and replenish as necessary. Your press kit materials will need to be delivered, placed and serviced by your own team.

Consider all events. The SEMA Show is the premier industry event, but it’s important to consider other events to round out your public relations plan. Some events are even built around new-product news, such as the annual Motorsports Parts Manufacturers Council (MPMC) Media Trade Conference. The MPMC event is formatted so that members can meet dozens of editors over a three-day period. It’s a rare opportunity to generate coverage and exchange information about plans for the coming year.

Consider a press conference—but do it carefully. If your media plan entails just putting your new products out in your booth, you are leaving a lot to chance. Your exposure will depend on the right media migrating to your booth, identifying the new product and leaving with photography and information. You might consider staging a press conference to announce a new product, but unless you have a real breakthrough to offer—something truly newsworthy—a press conference might night not be the best method to get coverage.

The media is a valuable tool for building credibility and reaching the masses.

Look into programs, such as the New Products Showcase.

Take advantage of whatever announcements, programs or spotlight opportunities the show management creates. The SEMA Show New Products Showcase, for example, attracts media attention and exponentially increases your chances of appearing in magazines and newspapers. That’s because the program is set up to make it easy for editors to cover new products. Every new product is situated within an appropriate category, so media can easily locate the products they’re most interested in. All entries are attractively displayed and photographed for distribution to the media.

Last year, SEMA introduced an electronic scanning device that allowed media to grab images and info on any given product in seconds. Then the information was supplied electronically, and quality images were made available on www.semadigitial.com.

SEMA also organizes specific groups of media participants, such as international editors, to pick new products for awards. These visiting media use the New Product Showcase as their catalog of new ideas.

They select the best new products for their market—maybe China, Brazil or Sweden—vote on the winners and take the information home for use in their hometown publications. That creates export opportunities for the companies that participate and global product awareness that could open doors.

Review your SEMA Show Directory listing. Like many others, the SEMA Show Directory is an annual reference book. Writers and editors regularly look up contacts by turning to the part of the book that lists companies by product category. You want to make sure your company is listed in every appropriate product category. By cross-referencing, you make your company visible for consideration in a wider variety of product guides, product tests and product news releases. Because the SEMA Show Directory is also posted on www.SEMAShow.com, individual consumers who did not attend may also discover your new product.

Having a great idea can be the start of a new business, but creating the product is only the beginning. With a good press kit and a little help from event producers, you can shorten the time it takes for everyone to see your latest development.

SEMA News -- April 2009
REQUIRED READING

Magazines in and outside the United States are eager to highlight the newest specialty-equipment product offerings, and they often do so by including New Product Showcases in their magazine. This month’s “Required Reading” features a few of these columns and provides tips on how to increase your chances of being included.

How to Get Your New Product Included in the Showcase

There’s nothing like editorial coverage to get things rolling.

You’ve invested a great deal of time and effort to produce your new product. It’s now time to get the word out. Sure, advertising and point-of-purchase programs are important, but there’s nothing like editorial coverage to get things rolling. In fact, the media is a valuable tool for building credibility and reaching the masses. To many people’s surprise, reporters are hungry for new-product information. Many publications even have new-product showcases where they seek items to highlight. To get your piece of the spotlight, there are certain investments in time and preparation that will pay off. The following are a few tips and suggestions that may help: Fish where the fish are. Bring product news to events where media will naturally be present. These might be races or car shows, but for broader exposure, trade shows present an obvious opportunity.

Arrive with materials ready to go. That means a press kit with detailed product information and high-resolution digital art, at the very least. Even better, add some technical background information—dyno testing or “how it works” information—that would bring a reporter up to speed on the concepts relating to your new product. A ready-to-go story about your own product might also get the ideas flowing in the editorial department of a national magazine. It’s also good to include some company history and, of course, contact information, which should also point to your website, assuming you have one that is fully functional and up-to-date.

Hold it together in a standard-size folder. Resist the temptation to package your media kit in a cute lunchbox, diamond-plate notebook or thermos. It needs to slip easily into a briefcase and be filed on a shelf for easy reference. Anything too bulky will likely be abandoned when it’s time for an editor or writer to repack and get on a plane.

Look into the media center. Your media kit should be made available at places where writers and editors can be found, such as an event’s press room. Check with event management to see where they should be placed, and replenish as necessary. Your press kit materials will need to be delivered, placed and serviced by your own team.

Consider all events. The SEMA Show is the premier industry event, but it’s important to consider other events to round out your public relations plan. Some events are even built around new-product news, such as the annual Motorsports Parts Manufacturers Council (MPMC) Media Trade Conference. The MPMC event is formatted so that members can meet dozens of editors over a three-day period. It’s a rare opportunity to generate coverage and exchange information about plans for the coming year.

Consider a press conference—but do it carefully. If your media plan entails just putting your new products out in your booth, you are leaving a lot to chance. Your exposure will depend on the right media migrating to your booth, identifying the new product and leaving with photography and information. You might consider staging a press conference to announce a new product, but unless you have a real breakthrough to offer—something truly newsworthy—a press conference might night not be the best method to get coverage.

The media is a valuable tool for building credibility and reaching the masses.

Look into programs, such as the New Products Showcase.

Take advantage of whatever announcements, programs or spotlight opportunities the show management creates. The SEMA Show New Products Showcase, for example, attracts media attention and exponentially increases your chances of appearing in magazines and newspapers. That’s because the program is set up to make it easy for editors to cover new products. Every new product is situated within an appropriate category, so media can easily locate the products they’re most interested in. All entries are attractively displayed and photographed for distribution to the media.

Last year, SEMA introduced an electronic scanning device that allowed media to grab images and info on any given product in seconds. Then the information was supplied electronically, and quality images were made available on www.semadigitial.com.

SEMA also organizes specific groups of media participants, such as international editors, to pick new products for awards. These visiting media use the New Product Showcase as their catalog of new ideas.

They select the best new products for their market—maybe China, Brazil or Sweden—vote on the winners and take the information home for use in their hometown publications. That creates export opportunities for the companies that participate and global product awareness that could open doors.

Review your SEMA Show Directory listing. Like many others, the SEMA Show Directory is an annual reference book. Writers and editors regularly look up contacts by turning to the part of the book that lists companies by product category. You want to make sure your company is listed in every appropriate product category. By cross-referencing, you make your company visible for consideration in a wider variety of product guides, product tests and product news releases. Because the SEMA Show Directory is also posted on www.SEMAShow.com, individual consumers who did not attend may also discover your new product.

Having a great idea can be the start of a new business, but creating the product is only the beginning. With a good press kit and a little help from event producers, you can shorten the time it takes for everyone to see your latest development.