"Many diesel pickup truck owners pull trailers, so enthusiasts often look for products that improve
towing capabilities while helping to save a few dollars at the pumps," said Ty Michael, SEMA
market research manager.

Recent SEMA research data reveals that light-truck diesel owners spent 21% more in the current year compared to the previous year, indicating that despite high diesel fuel prices, enthusiasts are still actively personalizing their diesel pickups.

As part of SEMA’s Automotive Lifestyles survey, automotive enthusiasts were surveyed in June of 2008 in order to determine whether recent hikes in diesel prices have affected spending. Although only 8% of the 845 enthusiasts who answered the survey owned diesels, this small sample showed that diesel pickup owners who are industry enthusiasts still planned to personalize their vehicles.

"We are finding that enthusiasts are buying products in order to help improve fuel economy in addition to performance gains,” said Ty Michael, SEMA market research manager. “In our latest survey, over 80% of diesel owners told us that they had already purchased products in order to help improve fuel economy, and three out of four respondents actually noted gains." Nearly half (49%) of those surveyed indicated that they still planned to purchase custom parts and accessories over the next three months following the survey.

Observing 2005- to 2007-model-year diesel light trucks on the streets today, more than 1.5 million turbodiesels were installed in SUVs and heavy-duty pickups. The largest percentage of these diesels are 6.0L Power Stroke engines offered in Ford’s Super Duty pickups, followed by the Cummins engine in the Dodge Ram and Chevrolet’s Duramax engine. Since the diesel light-truck market is currently composed primarily of these three automakers’ pickups, opportunities for the specialty-equipment market have been geared toward accessories for these trucks.

Although diesel powertrains comprised only 5.7% of light trucks built over the past three model years, enthusiasts who own diesel light trucks spend more on specialty equipment compared to gas-powered light-truck owners.

A 2004 survey of SEMA members predicted that the diesel market share would increase to 15% by 2014 due to the need for greater fuel economy. The Bosch Group, a major supplier within the diesel automotive industry, announced in May of this year that it estimates the North American market for light-diesel vehicles will reach 15% of new-vehicle sales by 2015.

SEMA administered a SEMA-member survey during March and April of this year and received more than 400 responses from manufacturers, sellers and marketers in the specialty-equipment industry. More than half (57%) of those surveyed indicated that a portion of their specialty-equipment sales are comprised of at least some diesel products.

What is even more revealing about the profitability of the performance diesel market is the fact that companies who sold diesel-related products earned 51% more sales in 2007 compared to companies that did not target the performance-diesel market, according to survey results.

For more original SEMA market research, click here.

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The German government has notified the automotive technical approval services in Germany that, effective immediately, they are prohibited from approving engine-management software (“chip tuning”) modifications. The government has cited lack of knowledge on the effects these modifications have on exhaust emissions, as well as other vehicle systems, such as braking and steering.

Unofficially, the technical services are suggesting as a temporary measure to use the current tests utilized by the technical services to test aftermarket engine-management hardware modifications and engine tuning in general (headers, valves, engine swaps).

This recommendation would involve the generation of a test report (short of a product approval) and then consumers would be required to take this test result and apply for a “one-off approval” for that particular vehicle.

SEMA members are encouraged to contact Linda Spencer at lindas@sema.org for additional details.

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It's not the big things in business that challenge you—it's the little things that add up to make a big difference in your specialty-equipment business. Here is an insightful webinar presented by Tom Shay designed to uncover the key components and changes to make within your business to increase your profits in 2009.

Title: "Make 2009 Turn Out Fine: It's Only the Little Things That Matter"

Date: Thursday, September 4, 10:00 a.m.

Presenter: Tom Shay, Profits+Plus

Mark Your Calendar for SEMA's Upcoming Webinar
Don't forget to mark your calendar for the October 16 webinar, "Right-On, No-Bull Guide to Marketing in a Tough Economy." Presented by Brian Offenberger of BizGrowth Search Engine Solutions, this session will cover why a tough economy is the best time to capture profitable market share and how to use specific strategies and tactics to sell more at higher margins. Offenberger will show you how to incorporate 10 proven steps to increase revenue and deliver strategies that help you avoid lowering prices, damaging cash flow and downsizing your business. After this session, you will have the tools needed to install a "recession-proof" strategy that actually grows your business—in good times and in bad.

SEMA's Webinar Program
The SEMA webinar program brings the world-class business seminars featured during the SEMA Show right to your desktop. Different business-building sessions are constantly added to the program, offering members the latest insight and practices from today’s leading speakers.

All SEMA webinars are conducted live and are open to all employees of SEMA-member companies free of charge. To participate, all you need is a computer with Internet access and a telephone. All previous SEMA webinars are available for download by clicking here. To view upcoming presentations that you can attend via telephone and Internet, click here.

The German government has amended the German Road Traffic Admission Regulation (StVZO), effective June 1, 2008, to ban all non-approved metal bull bars. Thus, Germany is bringing its laws into compliance with the European Union regulations (Directive 2005/66/EC), which mandates that only those products which can pass extensive pedestrian-protection tests are allowed. All 27 members of the European Union are required to implement these restrictions, though Germany, the largest market in Europe, has until this point not done so. 

The legislation was enacted back in 2005 amidst a European-wide political movement in response to rising road fatalities. Carmakers, hoping to head off this momentum, agreed to a voluntary ban on bullbars, but, in the end, were unable to fend off the government imposition of government-mandated tests. These extensive tests, designed to evaluate pedestrian injuries in the event of an accident, are binding on both original equipment manufacturers as well as the aftermarket bull bar manufacturers. Very few bull bar manufacturers are able to produce Directive-compliant products. The German government has not yet announced how it will handle existing approvals and certificates awarded prior to June 1, 2008.

For a copy of the regulation or for additional information, SEMA members are invited to contact Linda Spencer at lindas@sema.org.

Attention SEMA manufacturing members! American Honda and SEMA are hosting a Measuring Session for the 2009 Honda Fit. Honda has redesigned its popular five-door subcompact and bumped output to 117 hp from the 1.5L single-cam iVTEC engine. With the current Fit getting an EPA-estimated 31 mpg (highway) and offering a versatile interior, it has become a popular choice with those looking for good fuel economy and a unique cargo hauler.

What: 2009 Honda Fit

Where: American Honda, 1919 Torrance Blvd., Torrance, CA 90501

When: Tuesday, September 23, 8:30 a.m.–3:00 p.m.

Deadline to register is Friday, September 19. E-mail response with name(s), company name, address, phone number and e-mail address to: measuringsession@sema.org.

Questions? Call:

• Bill Wolf at 909/396-0289 x177
• Sandy Conolly at 909/396-0289 x155
  

Star of the weekly sketch show, “Frank TV!” comedian and impressionist Frank Caliendo is the featured entertainment for the SEMA Show Industry Awards Banquet, Thursday, November 6, at the Las Vegas Hilton.

A favorite at comedy clubs throughout the country, Caliendo impersonates an impressive range of personalities, including George Bush, Jack Nicholson, Robert De Niro, Al Pacino, Robin Williams, John Madden, Dr. Phil and many more. On stage, Caliendo's high-energy act is a blend of observations, impressions, characters and anecdotal stories that build to a frenetic pace. The Hollywood Reporter has described him as "a combination of Robin Williams and Jim Carrey."

To order your tickets for the 2008 SEMA Show Industry Awards Banquet, click here.

Exhibitors of the 2008 SEMA Show are invited to update their company’s listing online for the 2008 SEMA Show Directory. Each exhibitor’s Show contact was previously sent an e-mail with a password to access their company’s listing. For more information or assistance, contact Marel Del Rio at mareld@sema.org.

To update your company’s listing (password required), click here.

Complete information on the 2008 SEMA Show is available online at www.SEMAShow.com.