Click on the logo to visit ARMO's website.

Free Marketing for ARMO Members

Once again, the ARMO New Products Showcase will be held at the Spring Carlisle in Carlisle, Pennsylvania, from Wednesday to Sunday, April 22–26, 2009. This is a fantastic opportunity to introduce your creative and innovative products to hobbyists and the industry for FREE!

This year, there will be no judging, but rather a focus on simply showcasing the products entered. Entries will be photographed at Spring Carlisle and the photos, product descriptions and company name will be displayed in the ARMO booth at the 2009 SEMA Show.

Please review the information on the ARMO New Products Showcase entry form. Entries are due by Wednesday, April 15, 2009. Please direct questions and submit forms to Jan Desma at jand@sema.org.

Attention ARMO Members Attending the Hotrod & Restoration Show

The Hotrod & Restoration Trade Show in Indianapolis from March 12–14, is a definite “don’t miss” event. Not only is this one of the greatest trade shows for our niche industry, but there are several educational and networking opportunities in store for ARMO members:

• Exhibitors of the Hotrod & Restoration Trade Show can sign up to host a workshop/seminar during the Hot Rod Industry Alliance’s (HRIA) Education & Training Day on Thursday, March 12. This is a wonderful opportunity to share your knowledge and expertise with attendees during your own one-hour session. Click here for details on HRIA Education & Training Day.

• All ARMO members are invited to attend a networking mixer hosted by the Young Executives Network (YEN) at The Ram Restaurant & Brewery, 140 S. Illinois St., from 6:00 p.m.–8:00 p.m. Mix, mingle and meet new and old industry friends.

• Saturday, March 14, at 9:00 a.m., ARMO is hosting a seminar on "10 Things You Can Do Today to Improve Your Website Results Tomorrow" by Brian Offenberger.  

ARMO Column in SEMA Member News

Read ARMO's column featured in the March/April issue of SEMA Member News by clicking here.

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Click on the logo to visit HRIA's website.

HRIA Education & Training Day at Hotrod & Restoration Trade Show

A record number of manufacturers are on the slate to present seminars and workshops at the Hotrod & Restoration Trade Show in Indianapolis, on March 12–14. The HRIA Education & Training Day, scheduled for March 12, provides a unique opportunity for manufacturers to discuss their products in great detail, focusing on the technical aspects, zeroing in on sales strategies and providing you the knowledge necessary to increase your bottom line.

Join the more than 1,000 attendees learning how to make their businesses stronger and more profitable.

Receive a certificate of completion for each session you attend from start to finish. Available sessions include:

HRIA Column in SEMA Member News

Read HRIA's column featured in the March/April issue of SEMA Member News by clicking here.

For more information about HRIA, contact Jan Desma at jand@sema.org.

 

Click on the logo to visit TORA's website.

George Lathouris Named TORA Chair-Elect

The TORA Select Committee has named Keystone’s George Lathouris as its chair-elect. Lathouris will assume his new responsibilities on July 1, when Kelly Kneifl assumes the duties of chairman from current Chairman Ron DiVincenzo. Congratulations to George!

TORA Column in SEMA Member News

Read TORA's column featured in the March/April issue of SEMA Member News by clicking here.

For more information about TORA, contact Jim Skelly at jimsk@sema.org.

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Click on the logo to visit MRC's website.

Manufacturers Seeking Rep List Now Available

Manufacturers’ representatives are encouraged to contact Staci Bostock at stacib@sema.org to request the Manufacturers Seeking Rep List, which is available at no cost. Compiled using information collected from manufacturers prior to the 2008 SEMA Show, the listing contains details on manufacturers currently seeking the services of manufacturers’ representatives along with the lines available and company contact information. The list was originally available in the MRC Rep Center during the week of the 2008 SEMA Show.

MRC Column in SEMA Member News

Read MRC's column featured in the March/April issue of SEMA Member News by clicking here.

For information about MRC, contact Staci Bostock at stacib@sema.org. 

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MPMC Column in SEMA Member News

Read MPMC's column featured in the March/April issue of SEMA Member News by clicking here.

For information about MPMC, contact Jim Skelly at jimsk@sema.org.

Click on the logo to visit PRO's website.

PRO Project Planning Meeting

The annual PRO Project Planning Meeting is slated for Thursday and Friday, June 18–19, 2009, in Detroit, Michigan. The Crown Plaza Hotel, minutes from the Detroit Metro Airport, will once again host the event and is offering a blocked-out room rate of only $115 for meeting attendees. Lunch is included both days, with a continental breakfast also included on Friday morning.

The Project Planning session begins at 11:00 a.m. Thursday morning, continues through lunch and then moves into breakout groups in the afternoon. The breakout groups continue on Friday. Everyone will reconvene mid-morning on Friday for breakout reports and a box lunch before adjourning at 1:00 p.m., in time for those early afternoon flights back home.

There is no better opportunity to share ideas and plan for solutions than at the PRO Project Planning Meeting. Official meeting notices will go out shortly with more details. In the meantime, if you have any questions, please contact Jim Skelly at jimsk@sema.org.

PRO Business Development Guidebook Now On Sale

In today’s ever-changing marketplace, staying ahead of the competition is more important and challenging than ever. To be successful, you not only need an effective business strategy, but also the tools and resources to help your company excel and stand out from the pack. The PRO Business Development Guidebook is your handy reference guide.

Beginning with an overview of the importance of having a business plan—including tips on how to develop a business plan and the many purposes it can serve—the manual offers chapter-by-chapter strategies for making your business a success.

From understanding the basics of business finance and the importance of quality and service and how to make them hallmarks of your business, to building knowledge and skills among your employees to branding your restyling business as a market leader, the guidebook offers information critical to the day-to-day and long-term operation of your business.

Whether you’re starting your own restyling business or already own one—be it mobile or brick and mortar—you’ll find the answers that you’ve been looking for in the guidebook. PRO Council members contributed much of the information contained in the guidebook, drawing on their experience and knowledge to present a valuable business tool.

Click here to download the PRO business guidebook order form, or contact Jim Skelly at jimsk@sema.org.

PRO Column in SEMA Member News

Read PRO's column featured in the March/April issue of SEMA Member News by clicking here.

For information about PRO, contact Jim Skelly at jimsk@sema.org.

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Click on the logo to visit SPC's website.

SPC Column in SEMA Member News

Read SPC's column featured in the March/April issue of SEMA Member News by clicking here.

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Click on the logo to visit WTC's website.

WTC Column in SEMA Member News

Read WTC's column featured in the March/April issue of SEMA Member News by clicking here.

For information about WTC, contact Paul Moritz at paulm@sema.org.

Click on the logo to visit SBN's website.

YEN Mixer

SBN and YEN members are invited to attend a networking opportunity during the Hotrod & Restoration Trade Show. The event will be held Thursday, March 12, 2009, from 6:00 p.m.–8:00 p.m. at:
Ram Restaurant & Big Horn Brewery
140 South Illinois Street
Indianapolis, Indiana 46225

Take this chance to meet other SBN and YEN members and interact with industry leaders.

If you have any questions about the mixer, contact Paul Moritz at 909/396-0289, ext. 112, or paulm@sema.org.

Discover the SEMA Mentoring Program—Powered by the SBN

Everyone needs help or expert advice from time to time, and SEMA’s Mentoring Program is an excellent resource to get answers to all your questions. Whether you need to know more about SEMA, market information for a start-up company or advice on how to approach your boss about a new position, the SEMA Mentoring Program can help.

“Ask A Mentor” is perfect for one-time questions. You can expect multiple SEMA mentors to provide online guidance and answers to your industry-related questions.

Short-term Assistance/Guidance is for help with a specific project or task. A SEMA council/committee mentor with the expertise you seek will be paired up with you to provide guidance with your project.

Long-term Relationship is helpful for developing your professional career. In this program segment you will be paired with a SEMA council/committee mentor who will provide guidance and assistance for ongoing career development or a long-term project.

So whether you just need an answer to a question or you want to cultivate a mentoring friendship, the SEMA Mentoring Program—Powered by the SBN is available to help. After all, we can all use a little help from our friends.

For more information on the SEMA Mentoring Program, click here.

SBN Column in SEMA Member News

Read SBN's column featured in the March/April issue of SEMA Member News by clicking here.

For information about SBN, contact Jan Desma at jand@sema.org.

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Did you know that the SEMA Young Executives Network has more than 500 members networking in the industry and is the largest SEMA committee? If you are employed by a SEMA-member company and are under the age of 39, then you can join the SEMA Young Executives Network for FREE. If you are interested in becoming part of the team, please visit our website at www.sema.org/yen.

YEN Member of the Month Spotlight

Did you know that YEN has a Member of the Month Spotlight on the SEMA website and that anyone can be nominated? To view previous selections or to make a nomination, visit www.sema.org/yen.

Discover The SEMA Mentoring Program—Powered by the SBN

“I’ll get by with a little help from my friends…” - Joe Cocker

Everyone needs help or expert advice from time to time, and SEMA’s Mentoring Program is an excellent resource to get answers to all your questions. Whether you need to know more about SEMA, market information for a start-up company or advice on how to approach your boss about a new position, the SEMA Mentoring Program can help.

“Ask A Mentor” is perfect for one-time questions. You can expect multiple SEMA mentors to provide online guidance and answers to your industry-related questions.

Short-term Assistance/Guidance is for help with a specific project or task. A SEMA council/committee mentor with the expertise you seek will be paired up with you to provide guidance with your project.

Long-term Relationship is helpful for developing your professional career.  In this program segment you will be paired with a SEMA council/committee mentor who will provide guidance and assistance for ongoing career development or a long-term project.

So whether you just need an answer to a question or you want to cultivate a mentoring friendship, the SEMA Mentoring Program—Powered by the SBN is available to help. After all, we can all use a little help from our friends.

For more information on the SEMA Mentoring Program, click here.

YEN Column in SEMA Member News

Read YEN's column featured in the March/April issue of SEMA Member News by clicking here.

For information about YEN, contact Paul Moritz at paulm@sema.org. 

Filler for eNews

Dates and locations for several upcoming SEMA-sponsored shows and activities have been announced. Details are:

SEMA Webinar, "Increasing Profits With Fewer Customers," March 12, 2009, 10:00 a.m. (PDT)

Hotrod and Restoration Trade Show, March 12–14, 2009, Indianapolis, Indiana

SEMA Webinar, "Protecting Your Finances from the Economy," March 19, 2009, 10:00 a.m. (PDT)

SEMA Webinar, "Inventory Management: Stop Storing Cash in the Warehouse," March 25, 2009, 10:00 a.m. (PDT)   

SEMA Webinar, "Job Costing Systems That Will Boost Your Cash Flow," April 2, 2009, 10:00 a.m. (PDT)

SEMA Webinar, "Tough Times Bring Change: Learn How to Manage Moving Forward," April 9, 2009, 10:00 a.m. (PDT)

 The 2009 NCMA Knowledge Exchange Conference, May 2–5, 2009, Newport Beach, California

SEMA Webinar, "Contract Law 101: Sponsored by SEMA SPC," May 7, 2009 (PDT)

SEMA Webinar, "Black Book," May 21, 2009, 10:00 a.m. (PDT)

SEMA Webinar, "Sales and Marketing Strategies Guaranteed to Make SEMA 2009 a Success," June 11, 2009, 10:00 a.m. (PDT)

SEMA Webinar, "An Interactive Discussion on Selling Online," June 25, 2009, 10:00 a.m. (PDT)

PAACE Automechanika Mexico, July 15–17, 2009, Mexico City

SEMA Webinar, "Introduction to Internet Marketing," July 16, 2009, 10:00 a.m. (PDT)

SEMA Webinar, "Internet Marketing Tools," August 6, 2009, 10:00 a.m. (PDT)

SEMA Webinar, "25 Ways to be Successful at the SEMA Show," August 20, 2009 (PDT)

SEMA Webinar, "Basics of Website Design and Content," September 24, 2009

SEMA Show, November 3–6, 2009, Las Vegas, Nevada

For association-related travel, contact Manya Petropaki (manya.p@travelstoreusa.com) at Travel Store USA, 949/930-9268.

Looking for Some Extra Publicity for Your Industry Event?
Publicize your events through the SEMA Online Calendar of Events located at www.sema.org/calendar. The calendar is stocked with information on events taking place throughout the year, broken down by month. Examples of events featured in the calendar include consumer shows and club events, educational and training workshops, conventions and trade shows, races and more.

To submit your event details for the calendar, e-mail company name and the date(s), location and name of the event to Shirley Presecan at shirleyp@sema.org.

In February, the SEMA PADI improved 7 points, increasing from 36 in January to 43 this month. Youth market consumers, who are often referred to as Gen Y, helped to drive up the index by indicating plans to purchase racing and performance products more so than in January. And while purchase plans were down compared to this time last year, the jump from January to February does shed a little light on the “gloom and doom” often reported these days.

In February, 11% of adult American drivers (more than 12+ million households) indicated that they had plans to purchase aftermarket products sometime within the next three months. Racing and performance product and wheel, tire and suspension product purchase plans increased in February, and, depending on age demographic, the jump is more pronounced in some cases.


In February, 29% of consumers 18–24 years of age indicated plans to purchase specialty
equipment over the next three months.

Six percent of consumers said that they were likely to purchase wheels, tires and suspension components, while 7% said they were likely to purchase racing and performance products and 5% said they were likely to purchase specialty accessories and appearance products.

Over the last three months, on average, midsize cars (29%) were the most common target vehicles for enhancement or modification, followed by pickups (17%), compact cars (12%), small SUVs (12%), subcompact cars (10%), fullsize cars (9%), minivans (5%), large SUVs (3%) and 2% who either refused to answer the question or were unsure.

Over the last three months, on average, car dealerships (25%) were the most popular purchase destinations among those planning to enhance their vehicles, followed by the Internet and chain auto parts stores (21% and 20%, respectively) and independent parts stores (11%). — SEMA Research and Information Center

For more original SEMA market research, visit www.sema.org/research.

Automotive enthusiasts are most likely to purchase specialty equipment on an Internet retail store website, according to recent enthusiast survey results, but that is not to say that all accessories are purchased online. Alarm systems and window tinting were most often purchased at a custom shop, while the Internet and custom shops nearly tied with respect to stereo equipment (i.e., head units, amps or speakers) purchases.

In February of this year, automotive enthusiasts were surveyed and asked if and where they have purchased automotive accessories. More than 1,200 responses were gathered from a survey targeted at automotive magazine subscribers and automotive website/forum visitors. Late last year, this population of enthusiasts was polled via SEMA’s annual Automotive Lifestyles Survey, where the top 11 accessory purchases and top retail channels for purchase were accessed.

During the more recent survey given last month, enthusiasts were given a choice among the top retail channels and asked where they purchased, if any, the accessories listed in the table below.


Of the retail channel categories listed above, Internet retail websites were most popular
among enthusiasts that purchased specialty equipment over the last year.

In most cases, Internet retail websites were the top choice for these enthusiasts to purchase select accessories. Some items, such as window tinting and alarm systems, usually require an expert installer, so custom shops were preferred. Highlighted figures in gray and orange above show the number-one product, from the top 11 list above, purchased in each retail channel category.

Custom gauges were the top accessory purchased via catalog mail order as well as Internet retail websites, but more enthusiasts chose the Internet.

One thing to note too: Several other retail channels are preferred by enthusiasts, such as brick-and-mortar retail outlets, car shows and magazine mail order. The data above only gives a snapshot of the top retail channels and top accessory purchases—often of interest to SEMA members looking to target as many enthusiasts for the marketing dollar. — SEMA Research & Information Center

For more original SEMA market research, visit www.sema.org/research.

Every year automotive enthusiasts are surveyed by SEMA, dubbed the Automotive Lifestyles study, in order to learn about their accessorization trends and buying behaviors. When sufficient numbers of owners of particular vehicle models are surveyed, their specific personalization habits are profiled.

Owners of several Lexus models were looked at in this case, and results showed, for example, that 51% of enthusiasts that drive one of these luxury vehicles actually purchased their vehicle used, and a full 92% of them purchased specialty equipment for these luxury vehicles within the last year.

Enthusiasts surveyed owned a variety of Lexus models, and 92% said
that they purchased specialty equipment over the last year.

To put a little perspective on these enthusiast survey results, a little more than 5% of the Automotive Lifestyle Survey takers owned a Lexus. However, multiply this by the more than 3 million Lexus vehicles registered today, and it becomes apparent that a sizable number of Lexus owners that are enthusiasts exist as current and potentially future buyers of automotive specialty equipment.


The table above shows Lexus model registrations as of September 2008.

The most recent Automotive Lifestyles survey was administered in August–September of 2008, with a total of 3,037 complete responses. Enthusiasts surveyed included subscribers to 21 different automotive magazines as well as visitors to automotive forums and websites. The average age and household income of those surveyed was 40 years old and $91,000, respectively.

Had the survey been conducted using a random sample of enthusiasts, the confidence interval (i.e., the estimated value range the survey results could lie) would have been plus or minus 1.78%.

The series of tables below gives a detailed look at the Lexus owners surveyed. The number-one product purchased by this group was window tint followed closely by car polish/wax. Performance parts, such as exhausts and air intakes, were purchased and planned for purchase by these enthusiasts Lexus owners.

Over half of those surveyed said that they purchased their specialty equipment within the first two months of ownership and the top purchase outlet choice was Internet retail stores. These Lexus owners were a relatively young group, averaging 30 years old, but earned well over $100,000 a year (household), on average.

They also spent a good chunk of their discretionary income on vehicle accessories—around $3,100 each, on average.

Window tinting and polish/wax were the top products purchased by Lexus owners
surveyed. Performance parts, such as exhausts and air intakes, were purchased and
planned for purchase by these enthusiasts Lexus owners.

The table above shows the first specialty-equipment purchases made by enthusiasts
surveyed that owned Lexus vehicles. 

Over half of those surveyed said that they purchased their specialty
equipment within the first two months of vehicle ownership.

On average, Lexus owners surveyed here said they spend around
$3,100 each over the last year on specialty equipment.

The table above shows the amount of money Lexus owners surveyed
say they plan to spend on specialty equipment.

The top purchase outlet choice was for Lexus owners surveyed was
Internet retail stores.

Internet forums and automotive magazines were the top venue for
information among Lexus owners surveyed.

Automotive forums were visited on a daily basis by enthusiasts
surveyed owning Lexus vehicles.

Lexus owners surveyed were interested in several types of vehicle niches, or segments,
including VIP, race vehicles and urban luxury.  

Several Lexus owners surveyed said they watch some form of automotive racing while only
small percentages actually participated.

The average age of Lexus owners surveyed was 30 years of age.

Around 86% surveyed said they completed at least some college or
trade/vocational school training.

Average household incomes of Lexus owners surveyed varied, but on
average, these enthusiasts earned well over $100,000 a year.

It is true that new-vehicle sales are down—41% down in February alone compared to last year, with Lexus sales showing a 38% drop—but a significant population of Lexus owners already exist today, and if SEMA members focus marketing efforts on enthusiast Lexus owners, potential additional sales revenue could be realized. — SEMA Research & Information Center

For more original SEMA market research, visit www.sema.org/research.

SEMA recently visited two WD shows on opposite ends of the country in order to find out from jobbers how their businesses are holding up despite today’s down economy. While it was expected that many would claim sales are down, nearly one-third of the small sample of jobbers surveyed said business was flat while a surprising 28% said business was actually up.

Well over half of jobbers surveyed
at two recent WD shows said that
their current business was at least
the same or even up from last year.

Jobbers attending the Competition Specialties Inc. Mega Show in Auburn, Washington, or Racer’s Equipment Jobber Show in Warwick, Rhode Island, were asked several questions about their current business activity as well as current challenges they face today. Besides the current U.S. economy affecting their businesses, jobbers noted that cash flow and legislative threats pose major obstacles for their businesses today.

As far as competition, more jobbers state that the Internet and mail-order companies are their greatest competition, even more so than other jobbers.

Besides the current U.S. economy
affecting their businesses, jobbers
noted that cash flow and legislative
threats pose major obstacles for
their businesses today.

Jobbers surveyed said that Internet
and mail-order companies were
their toughest competitors.

Most of the jobbers surveyed operate one shop (83%), and while there are challenges facing their business, their small size has allowed them to focus on the small niche consumers they serve. Several jobbers noted that business was up because their enthusiast consumer base spends money on modifications regardless of the economy.

Other jobbers noted that they have diversified into new markets for them, such as looking at older vehicles on the road. Also, despite their focused customer base, these jobbers surveyed said they rely on manufacturers and WDs for general business and industry information, 38% and 28%, respectively.

SEMA plans to attend several more WD/jobber events to get a true sense of how jobbers throughout the country are faring in today’s challenging economy times. Regular data will be presented in order to help manufacturers and WDs better understand their jobber customers as well as give jobbers some information to help make better business decisions. — SEMA Research & Information Center

For more original SEMA market research, visit www.sema.org/research.

Vehicle customization has been growing rapidly in China. Industry insiders estimate the Chinese specialty-equipment market is at approximately $12.5–$15 billion. With a 1.3 billion population, vehicle sales reached 93% of the U.S. passenger vehicle sales, according to data provided by J.D. Power and Associates and CAAM in January of 2009.

SEMA has developed a new list of trade leads available to SEMA members online at www.sema.org/international. The Chinese government has begun to legalize specialty products for use in China.  For an initial list of approved products, click here.
 
For additional resources on the Chinese market, download the SEMA market report on selling to Chinese consumers. The report is available at www.sema.org/international or by contacting Yvonne Wang at yvonnew@sema.org.  

Looking for a specific manufacturer? Jobber? Rep? Search for them in the 2009 SEMA Membership Directory—now available online!

Attendees checking out one of the hundreds of exhibitor displays at the 2008 SEMA Show.

Booth space sign-ups have kicked off for the 2009 SEMA Show to a strong industry response. Be among those businesses that are demonstrating to the world that they are open for business.

The following prominent companies are among the hundreds that have already signed up: Magnaflow Performance Exhaust; MITO Corporation; K&N Engineering; General Motors; Moroso Performance Products; Universal Products; Mickey Thompson Performance Tires & Wheels; and The Wheel Group.

Companies can begin the process of exhibiting at the Show by visiting www.SEMAShow.com and accessing the online Exhibit Space Rental Agreement. Agreements and deposits must be received by Friday, May 8, 2009, in order to participate in priority space selection.

An e-mail with a direct link to the form was sent to the primary contact for all manufacturing members and for every company that has exhibited within the past two Shows. Exhibitors should check their inboxes for the e-mail that was sent on Friday, February 20.

A new feature for the 2009 Show includes the addition of a “Powersports & Utility Vehicles” section. Designated for scooters, ATVs, motorcycles, pocket bikes, mini-bikes, golf carts, two- and three-wheel personal vehicles, accessories and services, this section is sure to attract a whole new world of qualified buyers.

This year, SEMA has expanded the free drayage program. The program allots free drayage to exhibitors with 1,000 lbs. or less of freight that is transported to the Show in their personal vehicles.

Exhibitors will also enjoy rock-bottom, SEMA-negotiated room rates starting at less than $65 per night. The rooms will be available mid-April at www.SEMAShow.com and an announcement will be made in SEMA eNews at the time reservations are being accepted.

The 2009 SEMA Show will be held November 3–6, in Las Vegas. For more details on the 2009 SEMA Show, visit www.SEMAShow.com. For any questions, contact ConvExx Show Management at sema-exhibit@convexx.com or call 702/450-7662, ext. 120.