SEMA members are urged to take advantage of a COVID-19 economic relief program enacted in 2020 and expanded in 2021—the Employee Retention Tax Credit (ERTC). The ERTC is meant to help employers that suffer significant financial losses or that were fully or partially closed due to a government order but continue to pay workers who are unable to perform their duties.
2020: The tax credit is equal to 50% of up to $10,000 in qualified wages paid between March 12–December 31, 2020. The total credit is capped at $5,000 per employee and applies against employment taxes on wages paid to all employees. There is a 100-employee limitation. Credit available if:
Employer had a fully or partially suspended operation during any calendar quarter in 2020 due to orders from an appropriate governmental authority due to COVID-19; or
Employer experienced a significant decline (more than 50%) in gross receipts during the calendar quarter.
2021: The tax credit applies to all four quarters of 2021. The credit is now equal to 70% of up to $10,000 in qualified wages per quarter (including health plan expenses). This means the tax credit is potentially $28,000 per employee ($7,000 for each quarter). Employers who have experienced a 20% or more decline of gross receipts in a quarter compared to the same quarter in 2019 can apply. For 2021, the size limitation was increased to employers with 500 or fewer employees (up from 100 workers).
Employers claim the ERTC by withholding payroll taxes for qualified employee wages. Because the tax credit is refundable, if the withholdings do not cover the entire tax credit, the IRS will send you a check for the remaining amount.
Under the expanded ERTC program, a business that obtained a PPP loan can claim the ERTC provided that wages paid with PPP funds are excluded for the purpose of calculating the ERTC.
California Assembly Member Tim Grayson (D-Concord) introduced SEMA-supported legislation (AB 904) that would create a new tax credit designed to stimulate long-term capital investments in manufacturing. SEMA members are encouraged to register their support for the bill by clicking here.
If enacted, AB 904 would provide Golden State manufacturers with more than 100 employees with a 5% credit against taxes imposed for the purchase of qualified tangible personal property, such as equipment, machinery, computers or computing software involved in the manufacturing process. Small manufacturers with fewer than 100 employees would be eligible for a 6% tax credit. This is especially important to SEMA’s member companies, of which 92% employ less than 100 individuals. In both cases, the tax credit covers up to $1 million in qualified investments and may be carried over for up to five years beginning in 2022.
Assembly Member Grayson is a member of the SEMA State Automotive Enthusiast Leadership Caucus and was the 2019 winner of SEMA’s Stephen B. McDonald Legislator of the Year award. In addition to being a lawmaker, Assembly Member Grayson, along with his wife Tammy, is also an enthusiast. Included in the Grayson’s collection are two classic Ford Mustangs.
For more information, please contact Christian Robinson at christianr@sema.org.
SEMA Council and Network members have until Tuesday, April 13, to submit their select committee nominations at www.sema.org/volunteer.
From truck and off-road to motorsports and even automotive restyling, young executives, emerging trends and technology, businesswomen and more, each SEMA Council and Network segment is led by a select committee that helps develop programs, events, education opportunities and other resources that will be of value to its membership.
Read below to learn a few common misconceptions and reasons why industry members who are looking to get more involved and gain hands-on leadership experience should submit a nomination today.
Myth: It takes up a lot of time. Volunteers are so instrumental for Councils and Networks, that some people believe there is a lot of work involved. The reality is that volunteers typically spend between one and five hours per month supporting their respective councils or networks.
Myth: It won’t make a difference. Select-committee volunteers contribute to their communities and often identify challenges and develop solutions to strengthen the industry. In fact, many new programs and changes to existing programs are a direct result of contributions from volunteers.
Myth: It’s not worth the effort. In addition to gaining personal knowledge and recognition for their company, volunteering offers a unique opportunity to collaborate with like-minded colleagues, share ideas and play an integral part in where the industry is headed in the future. The role is so satisfying and fulfilling, that many volunteers continue volunteering beyond their initial term of service.
Elected select-committee members serve a minimum of a two-year term, must be employed by a current SEMA-member company and must be a member of the council or network in which they are interested in volunteering in order to be considered as a candidate.
With registration for the 2021 SEMA Show less than 30 days away, specialty-equipment businesses are eager to reconnect in person at the world's leading celebration of innovation, ingenuity, and passion for automobiles.
Not only are companies ready to get down to business, Las Vegas is primed for the return of what will be one of the most exciting Shows in the event's 50-plus year history. Positive news has been reported from activities throughout Las Vegas, such as the return of on-stage shows with in-person fans, casino-floor occupancy limits at up to 50%, and the Vegas Golden Knights hosting thousands of fans at T-Mobile Arena on game nights.
Earlier this year, the Las Vegas Convention Center completed construction of a brand new 1.4-million square-foot hall, as well as a high-speed underground transportation system that will make navigating the SEMA Show easier than ever. Recently, MGM Resorts also reaffirmed its commitment to help businesses get back to in-person interactions by announcing details of a comprehensive plan to host groups at its facility.
In addition to Las Vegas businesses showing signs of recovery, analysts see Las Vegas returning faster and stronger than expected, according to the latest report from the Las Vegas Review Journal.
Specialty-equipment companies have persevered through the past year, with some thriving beyond expectations. To support that dedication and passion to succeed, the Show will help close the distance between the people who push the industry forward that have been separated by necessity. Show management has held several onsite meetings with partners throughout the city over the past few months and continues to prepare for an extraordinary event.
"We're starting to see meetings return to Las Vegas, and excitement is building as the events industry is getting back to business," said SEMA Vice President of Events Tom Gattuso. "The anticipation from the people we talk to in Las Vegas who can't wait for the Show's return is phenomenal, and we can’t wait to see it all come together in November."
The 2021 SEMA Show is about seven months away, and Show management continues to work closely with the convention center authorities and the state of Nevada as trends continue to move in a positive direction.
Key SEMA Show Dates
The Exhibitor Services Manual (ESM) will be live in May. The ESM contains all of the forms and applications required to prepare for the Show: feature vehicles, new products, booth vehicles, celebrity appearances, etc.
Deadline to submit Exhibit Space Rental Application and deposit is May 7.
SEMA Show Space Selection: June 7, 2021-June 23, 2021.
Alexander Martinez is the SEMA Young Executives Network’s (YEN) newest spotlight member. Martinez is the chief marketing officer at SD Wheel—retailers and installers of tires, aftermarket wheels and vehicle accessories for the automotive aftermarket.
SEMA: What is the best advice you have ever received?
Alexander Martinez: Everyone has the same amount of time, but not everyone has the ability to sort their priorities. Ensure you know what you give your time to so your priorities always stay top of mind.
SEMA: What keeps you in the industry?
AM: The ability to build cars and connect with some incredible people keeps me in the industry.
SEMA: Where can you be found on a Saturday?
AM: Summertime—grilling, cutting lawn and unnecessarily organizing my garage for the ninth time. During the Winter—coffee and script writing.
SEMA: How do you prepare for an important meeting?
AM: Understanding my purpose there. Meetings are a waste in my eyes, so I try to minimize them if possible and maximize their effectiveness if my attendance is required.
SEMA: If you could go to lunch with one industry leader, living or dead, who it would be?
AM: Ferdinand Porsche.
If you are a current YEN member, fill out a YEN member spotlight form. Selected candidates are eligible to be featured on YEN’s social media, SEMA eNews and YEN member updates.
SEMA Virtual Education remains committed to empowering industry professionals by sharing innovative strategies, information and learning through new and engaging webinars.
Mark your calendars for the following upcoming webinars and stay tuned to SEMA eNews as additional sessions are announced throughout the year. For a comprehensive library of upcoming and on-demand sessions that members can access anytime, visit www.sema.org/virtual-education.
Wednesday, April 14 – Facebook Live Chat Featuring Chris Blair, presented by SEMA YEN
Track: Industry Talks
Tune in to a Facebook Live Chat featuring Chris Blair, executive vice president and general manager of World Wide Technology Raceway (WWTR). Since joining WWTR in 2012, Blair has overseen the growth and development of the once-shuttered St. Louis track from a 150-acre, racing-only complex to a multi-purpose entertainment venue in excess of 600 acres. As host of the Facebook Live, Blair will discuss steps racetracks have taken to overcome the state lockdowns and their plans moving forward.
Wednesday, April 21 – Tire Knowledge 301: Common Causes of Balancing Process Errors and How to Avoid Them
Track: Industry Segments, Powered by SEMA Councils and Networks
Series: Wheel and Tire Industry Insights, Powered by WTC
Understanding causes for vehicle vibration and the mechanics of balanced vs. unbalanced tires is critical for helping tire professionals ensure their customers have a smooth ride, even tire wear and proper tire weight distribution around their vehicle. Learn about the common causes of balancing process errors, how to avoid them and best practices to minimize customer vibration complaints.
Track: Industry Segments, Powered by SEMA Councils and Networks
Series: Perfecting Your Job Search Series, Powered by the SBN
An interview may be the most important step of a job search. At this point, the prospective employer has already reviewed you résumé, determined that you meet their qualifications and has picked you as one of their top candidates. Get tips and tricks from HR professionals on what to do and what to avoid in an interview in order to secure the job offer. This one-hour interactive program will give participants confidence and strategies for a successful job interview.
The SEMA Businesswomen’s Network (SBN) named Tiffany Dorin as the latest #SheIsSEMA spotlight member. Dorin is a national sales manager at Battery Biz Inc., an employee-owned automotive aftermarket company focused on the design, manufacturing and marketing of high-quality power products.
Dorin has been with the company for two years and attributes following up and following through, relationship building and her desire to learn as the three qualities that got her to where she is today. Learn more about Dorin in her Q&A with SEMA.
SEMA: How many years have you been in the industry, and what was your first industry job?
Tiffany Dorin: I’ve been in the automotive aftermarket industry for almost 16 years now, starting at a small local tint and accessories/motorsports shop. I had no idea what I was doing, but quickly learned that I loved being in sales and eventually moved on to work for the company I was buying my product from—Keystone Automotive!
SEMA: Being a woman in the industry, what have been your biggest challenges and accomplishments? Do you have a specific situation that comes to mind?
TD: My initial experiences as a woman in this industry were less than ideal and being very young didn’t help. They first started when I worked retail, and customers (men) would come into the shop and look around for a male to help them. When I would ask if they needed help, they would ask if there was someone else there that could help. It took proving to them that I knew what I was doing (usually by one of the techs coming up front to tell them that I would be able to help) before they would even give me a chance. When I went to work wholesale in a call center, men would blatantly tell me to “put a man on the phone” when I answered their calls. Being a sales assistant at the time, their male salesperson would then transfer their call back to me after telling them that I would be the best person to help them. They eventually began asking for me instead, and I was eventually promoted.
Those experiences sum up the biggest challenges: credibility, respect, appreciation and equality. Women have to put in so much extra work and proof in order to gain others’ trust and respect in this industry (or in general) before they are seen as equals to their male counterparts. The reward and biggest accomplishment is being in a place of mutual respect, knowing it has been fully earned. Though I appreciate the progress made over the last 10-15 years, we have a long way to go, and I am excited to be a part of it.
Tiffany Dorin is a national sales manager
at Battery Biz Inc., an employee-owned
automotive aftermarket company focused
on the design, manufacturing and
marketing of high-quality power
products.
SEMA: Who are your role models or mentors in the industry? How have they helped you along the way?
TD: My first boss at the local retail shop believed in me. I walked in there not knowing a single thing about automotive (I had only even been driving for a couple years), but he provided me the tools, resources and patience to learn.
Since leaving there, I have worked with and for amazing people who also believed in me and coached me along the way. Fred Petrivelli and Chance Mercure (Keystone) were two of the best bosses I’ve ever had, and I will forever be grateful for their support and guidance. My current mentor from a sales perspective is my current boss David Apsley. His experience and knowledge is astounding to me, and in a short period, he has taught me so much.
When I worked in the call center, I remember women like Jenna Jefferies, Lee (McGuire) Riser, Melanie (Hellwig) White, and Laurel Dasher coming in for product training, and I thought it was amazing to have these accomplished, intelligent, confident women to learn from and watch grow in the industry. I knew then that I wanted to be like them.
SEMA: What is the best career advice you have received? How has this advice helped you either professionally or personally?
TD: The best career advice I have received is to be willing to take risks. If you know me, you know that my comfortable processes are calculated, strategic, structured and more often than not on the cautious side. The encouragement to be more open to taking risks has helped me become comfortable with the possibility of a setback or failure in making tough decisions. I often stop to ask myself, “What's the worst that could happen if I take this risk?” And it usually isn’t all that bad.
SEMA: Have you always wanted to work in the automotive industry? What keeps you here?
TD: I had no idea what I was getting myself into when I started working at the small local automotive shop. I thought it was just a temporary part-time job just out of high school and never imagined being here more than 15 years later. I wouldn’t claim to be passionate about vehicles necessarily, but my passion for the industry has and continues to grow because I truly love what I do and who I am surrounded by. More than anything, the people and their contagious drive and passion keeps me here.
Do you know, or are you, a woman with a career in the automotive industry? Fill out a #SheIsSEMA spotlight form to submit a self-nomination or nominate a colleague and highlight how you or she is contributing to the specialty-equipment industry. Selected candidates are automatically eligible to be considered for SBN’s #SheIsSEMA Woman of the Year award, featured on SBN’s social media, SEMA eNews and recognized on the www.sema.org/she-is-sema website.
Join the SEMA Young Executives Network (YEN) as it hosts a Facebook Live Chat featuring Chris Blair, executive vice president and general manager of World Wide Technology Raceway, Wednesday, April 14, at 12:00 p.m. (PDT).
Blair has a unique background, which includes serving as director of event development for PACE Motorsports (now Feld Entertainment), where he developed and produced events, including AMA Supercross, Monster Jam, Arenacross, air shows and truck-and-tractor pulling. He has also served as the director of NHRA’s Northwest Division, overseeing production of drag-racing events in four northwestern states and three Canadian provinces, and was vice president of racing operations for Las Vegas Motor Speedway.
In his current role with WWTR, Blair has led the growth and development of the once-shuttered St. Louis track from a 150-acre, racing-only complex to a multi-purpose entertainment venue in excess of 600 acres. As host of the Facebook Live, Blair will discuss steps racetracks have taken to overcome the state lockdowns and their plans moving forward. Participants will be able communicate with Blair live, tap into his expertise and get their questions answered in real time.
“Carr Parts” is dedicated to builders. It's about quick tips and tricks and the newest must-have products. It's about visiting with a fellow builder, walking around their project and getting an up-close look at their handiwork. It's also about our industry sharing their passion for turning a wrench and taking time to give advice to fellow gearheads. Episode Seven features JW Montoya talking about inspecting the hubs on his truck.
For more information about other talented young builders visit SEMA's Young Guns www.semayoungguns.com.
SEMA’s video team is currently in production on future episodes of “Carr Parts“ and we’d love to hear from you. Do you have a tip, trick or advice you can share with our audience? Drop us a note at marketing@semaignited.com and we’ll connect with you.
We can't wait to find the next guest for “Carr Parts.” And finally...keep building.
The SDC Data Excellence recognizes the companies that have worked with SDC to recreate and relaunch industry-leading product data sets. Here are products from current SDC members that have achieved data excellence.
HushMat
’82–’92 Chevrolet Camaro Kit
Sound-deadening and thermal-insulation material is designed to make every type of vehicle cool, quiet and comfortable to drive and enjoy. HushMat is an easy-to-install, USA-made material that molds, forms and adheres to your vehicle’s surface. No tools, glues and or special equipment needed to install HushMat; simply peel and stick.
HushMat has invested thousands of hours over the past 15 years measuring vehicles to create a year-, make-, model-specific portfolio of 365,000 part numbers. HushMat insulates firewall, floor pan, tunnel, doors, roof and trunk. HushMat even provides installation templates to show where each piece is placed.
Oracle Lighting
Rear Bumper LED Reverse Lights for Jeep Gladiator JT
Oracle Lighting launched new rear bumper LED reverse lights. Unsatisfied with the visibility of your Jeep Gladiator reverse lighting when backing up at night? Then replace the factory bumper reflectors with high-output replacement auxiliary LED reverse lights from Oracle Lighting. Designed for function and durability, these lights feature an aluminum housing with PMMA lens while also maintaining the rear reflector function with a scaled-down version integrated into the housing. Scheduled to release April 20, 2021.
Engineered to “Activate More Grip,” sway bars are principally designed to reduce body roll or sway. By reducing body roll, lateral loads are spread more evenly across the tires thereby increasing cornering grip and improving outright performance. This Whiteline sway bar equals more grip, equals better handling, equals outright performance. Benefits extend to improvements in handling, safety and tire wear without affecting ride quality or comfort.
With registration for the 2021 SEMA Show less than 30 days away, specialty-equipment businesses are eager to reconnect in person at the world's leading celebration of innovation, ingenuity, and passion for automobiles.
In addition to Las Vegas businesses showing signs of recovery, analysts see Las Vegas returning faster and stronger than expected, according to the latest report from the 
Alexander Martinez is the 
SEMA Virtual Education remains committed to empowering industry professionals by sharing innovative strategies, information and learning through new and engaging webinars.
The 
Join the SEMA 
