By Ashley Reyes

Everyone has great ideas, but few people turn those ideas into action.

Mike Brown, founder of The Brainzooming Group, shared the concept of the 30-Minute Strategy, a model that helps turn great ideas into proven results during a recent SEMA webinar.

Brown is returning for a simu-live event of the webinar on March 24, at which time, the recording of his webinar will play while he participates in a live chat and answers questions from attendees. Participants will learn how to identify business priorities, consider opportunities and challenges, and use findings to turn great ideas into strategies that produce real results.

Whether it’s customer retention, serving new audiences or identifying new opportunities for growth, you will walk away with tangible exercises and tools for creating a plan that you can implement in your business right away.

Previous participants described the webinar as excellent, with information that was thoughtfully laid out and offered useful, actionable advice.

Register for “Turning Ideas Into Strategies to Produce Real Results.”

By SEMA Washington, D.C., Staff

SEMA members are invited to join a webinar on Friday, February 26, 2021, at 9:00 a.m. (PST) to learn more about the U.S. Environmental Protection Agency’s new Tampering Policy. Released in December, the Policy replaces Mobile Source Enforcement Memo 1A (1974) and addresses civil enforcement of the Clean Air Act’s prohibitions on tampering and aftermarket defeat devices.

The updated Policy reinforces that in exercising its discretion the EPA will forego enforcement action when a company has a documented “reasonable basis” that a product will not adversely affect vehicle emissions when installed. SEMA generally welcomed the revised Policy as it will now allow SEMA members to undertake emissions testing and maintain the test data to document a reasonable basis for demonstrating compliance. EPA has committed to consider the test data if and when the agency investigates and will typically forego enforcement if the data shows no adverse effect on emissions. California sales are separately governed by California Air Resources Board (CARB) through its Executive Order (EO) program.

A panel of industry experts and an EPA representative will provide an overview of the new Policy. Issues covered include:

• What type of testing is needed to achieve a reasonable basis?
• Vehicle selection.
• Where can the testing be performed?  
• Is this the same testing that is done when submitting an EO application to CARB?
• What are some of the Policy’s benefits if marketing products outside of California?

Webinar registration—Zoom.

By Ashley Reyes

SEMA members at the Keystone BIG Show are invited to attend an industry Happy Hour on Friday, March 5, from 3:15 p.m.–4:15 p.m. at the Zeppole Restaurant within the Gaylord Texan Resort & Convention Center.

Hosted by the SEMA Businesswomen’s Network (SBN), SEMA Truck and Off-Road Alliance (TORA), and SEMA Young Executives Network (YEN), the Happy Hour will bring SEMA members together in a safe and controlled environment.

After months of social distancing and virtual meetings, the Happy Hour provides members with the ideal opportunity to strengthen your connections and make new contacts, as well as discuss new ideas and initiatives and hear about additional ways to get more involved.

This will be a celebration to close out the first day of the show. Registration and masks are required for entry.

Register here.

For more information, contact Denise Waddingham at deniselw@sema.org or 909-979-4144.

By Ashley Reyes

Jaguar recently announced its plans to switch to electric vehicles entirely by 2025, joining a slew of other automakers that are moving away from internal combustion engines and shaping the landscape for what cars and trucks will look like in the future.

In addition to electric-powered vehicles, the future will include more advanced driver-assistance systems, autonomous vehicles, and perhaps even flying cars. Find out what the data shows as SEMA Director of Market Research Gavin Knapp dives into how these vehicles have already made an impact on our industry, how consumers view these vehicles, and projections for everything from autonomous vehicles, advanced driver assistance systems, and shared mobility in the upcoming webinar “Electric, Autonomous, Flying Cars and Other Unicorns.”

Taking place on March 4, at 11:00 a.m. (PST), attendees will have the opportunity to engage in a chat with Knapp and get their questions answered live.

Register here.

By Ashley Reyes

One of the top-attended seminars during SEMA360, “4 Tips to Double Your Company’s Annual Sales,” featured Richard Barsamian, vice president of sales and marketing at Advanced Clutch Technology. He shared strategies that left participants with a systematic roadmap that leads to long-term growth.

“When most people try to double sales, they work as hard as they possibly can and it leads to burnout and extremely disappointing results,” said Barsamian.

Instead, Barsamian focuses on a systematic approach that looks at increasing a customer base, the number of purchases by customer and average order value, and making data-driven decisions.

Barsamian is returning to participate in a live chat during the re-airing of his webinar on March 18, at 11:00 a.m. (PST). Industry members are invited to join the re-airing where they can engage and ask Barsamian questions on how to grow their annual sales. Participants will walk away from this session with strategies that will change the way they think about their businesses.

Register here.

By SEMA Editors

The SEMA Data Co-op (SDC) is the the largest aftermarket industry data resource, representing more than 500 brands with a collective inventory of more than 4.5 million parts, and is a valuable asset for product data creation and management. Even if your current product data is accurate, however, it can become outdated if not frequently reviewed and revised—and, in many instances, replaced altogether with data created in newer, richer file formats.

Last year, the SDC released a new member scorecard with recommended data improvements for SDC members to maintain their respective product-data rankings (Bronze, Silver, Gold and Platinum). SEMA is recognizing those members with the SDC Data Excellence Awards, which honor companies that have worked with SDC over the year to recreate and relaunch industry-leading product data sets.

This year’s honorees include BBK Performance, Fluidampr, CargoGlide, CURT Group, Pedal Commander and Oracle Lighting.

According to Gigi Ho, SDC vice president of operations, the biggest chunk of the score comes from product descriptions.

“We need descriptions that matter to resellers and their customers,” said Ho, “so questions companies need to ask include: Are your descriptions detailing your products effectively? Are you listing all the key points of that product information within your descriptions?”

The second criterion is features and benefits, and the third is product attributes. Digital assets are a large factor in the data scoring.

“Nowadays, you need more than one image of a product and multiple angles of that product, especially if there are connection points, which will  require their own images or videos,” said Ho. ”These could be either lifestyle-type videos or instructional or demo-type videos.”

If you have a pic of your team or data guru with the SDC Data Excellence Award, SEMA would be happy to feature you in our next newsletter! Send it to info@semadatacoop.org.

Manufacturers and brands that have been honored with the SDC Data Excellence Award include:

• ACCESS Cover
• Advanced Clutch Technology
• AEM Induction
• AERO Exhaust
• Aeromotive Fuel System
• Air Lift
• Air Lift Performance
• AIRAID
• All Sales
• Alumi Blast
• American Car Craft
• American Tonneau Co.
• AMP Research
• ARIES
• Armordillo USA
• Auto Ventshade (AVS)
• AutoMeter
• B&W Trailer Hitches
• Backrack
• Bak Industries
• Ballistic Fabrication
• BBK Performance Parts
• Bestop
• Big Rig
• Body Armor 4x4
• BOLT
• Borgeson
• Bull Ring USA
• CargoGlide
• Carr
• CIPA
• Covercraft Custom Car Covers
• Crown Automotive Jeep Replacement
• CURT
• Diode Dynamics
• DTE Systems
• DU-HA
• ENEOS
• EXCEL from Richmond
• Extang
• Farm & Industry Enamels
• FAST
• FIA
• Fluidampr
• FOX Offroad Shocks
• Fresh-N-Quick
• FST Performance
• Fuelab
• GATE KING
• Great American Colors
• Hamburger's Performance
• Hedman Hedders
• Hi Tech
• Hot Spot
• HUBB Filters
• Hushmat
• Injen
• Jet Performance
• JMS
• JP Performance
• K&N
• KC HiLiTES
• LeBra
• Leed Brakes
• LOMAX
• LUVERNE
• Motive Gear
• MRO
• N-Fab
• North America Auto Parts
• Oracle Lighting
• Pavement Ends
• PBE Professional
• Pedal Commander
• Pet Pads
• Quiet Seal
• Racing Head Service (RHS)
• Rampage
• Retrax
• Richmond Gear
• RIGID Industries
• Road Comforts
• Roll-N-Lock
• Rollmaster
• Romac
• RT Offroad
• Seymour Primers
• Seymour Spray Match Aerosols
• Seymour Stainless Steel
• Seymour Truck Bed Coating
• Smittybilt
• Spectre
• Spruce
• Stampede
• Supreme Suspensions
• T-Rex
• Taylor Billet Specialties
• TEN Factory
• Tonno Pro
• Tool Crib Chemicals
• TOP Glass
• Truck Covers USA
• Truxedo
• Undercover
• Undercover Paint
• UWS
• Vent Tabs
• Vision X Lighting
• Voodoo 13
• Whiteline Suspension
• ZROADZ
• ZyCoat

For more information about the SDC Data Excellence Award, visit the SDC website. Follow the SDC on Facebook and LinkedIn for more frequent news and highlights.

By Ashley Reyes

The SEMA Businesswomen’s Network (SBN) named Cherie Johnson as this week’s #SheIsSEMA Spotlight Member. Johnson is the HR manager at AirPro Diagnostics, an automotive aftermarket business that specializes in automotive scanning, diagnostics, calibration and programming services.

Johnson has more than 25 years of experience in HR as well as owning her own companies in her previous careers. Nominated for #SheIsSEMA by her colleague, Ann Swayka, Swayka attributed Johnson’s positive attitude and input to what helps make their company a happy work family and positive work environment. Below is what Swayka had to say about Johnson.

SEMA: How has Cherie shown leadership in the industry or business?

Ann Swayka: Cherie is always the person to bounce ideas off of. When we were trying to do something positive but also fun, we collectively came up with the idea of the ”AirPro Porcelain Press.” It is literally a bathroom stall weekly newsletter that every employee has taken to look forward to.

SEMA: Tell us a success story that you can share about Cherie.  

AS: Cherie went through the early loss of her husband and had to raise a family on her own. She truly is a positive force to all who come in contact with her, and she is always someone who you can trust and confide in. When AirPro Diagnostics began, we were a startup company. They hired Cherie and she added a dynamic of HR professionalism and experience to handle HR issues.  

SEMA: What quality do you admire most about Cherie and why?

AS: Cherie is a very positive, happy person who exudes confidence and grace.

SEMA: Why do you think Cherie is a role model in this industry?

AS: Cherie has been through so much personally and has never let any of this quell her spirit or her enthusiasm for life.

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.

By Jay Carpio, Fredy Ramirez & Carr Winn

“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 handy work. It's also about our industry sharing their passion for turning a wrench and taking time to give advice to fellow gearheads. Episode four features the return of award-winning Young Gun Kyle Kuhnhausen, dressing up an engine with ARP bolts.

For more information about Kyle and all the Young Guns visit 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.

By Ashley Reyes

The SEMA Hot Rod Industry Alliance (HRIA) named Cool Hand Customs as the council’s latest member spotlight company. In this week’s feature, company owners Edward (EJ) and Amy Fitzgerald share stories about how their business emerged during a time when the odds were set against them, the success of their business and memories from their very first SEMA Show.  

SEMA: Tell us the story of your shop. How did you start?

Edward (EJ) Fitzgerald: Cool Hand Customs was born out of the ashes of the recession of 2008. We had been in construction. When the economy turned, like many small operations, we were looking at bankruptcy. We had a two-year-old and a mortgage that needed us to not fail. So instead of bankruptcy, we did the craziest thing we could think of. We closed our construction business took out a loan for $13,000 and started Cool Hand Customs in our 400-sq.-ft. garage.

We didn't have a dime to our name, but if we were going down, we were going down in a blaze doing what we loved. I love motorcycles, could airbrush, and build anything. Amy loves cars and would help build anything. We wanted a way to love our jobs and our everyday lives. That November, we attended our first SEMA Show. That Show gave us even more confidence to pursue our dream of making our shop “work.”

Within the first year, we realized we needed more space. Eighteen months after starting, we purchased our current location—a 4,000-sq.-ft. building. Our shop’s customer base has grown and we have really found our niche working with the classics. We do everything in house, and it is just the two of us. We have the tenacity to learn whatever we need to get the job done. We love it, and really are living the dream. The worst problem we have at the moment is growing pains and figuring out our next step. Don’t get me wrong, not every day is rosy, but that’s just life!

SEMA: What was your breakthrough moment?

EF: I don’t know that we have had a “breakthrough” moment, other than simply becoming part of the automotive industry. Thinking back over the years, I have a very powerful memory of our very first SEMA Show in 2008. Specifically, a moment at the banquet. I remember vividly sitting there listening to the speeches and the awards being presented. I remember the feeling I got in my chest to know that we had arrived. I had this feeling of belonging and it was just the beginning.

SEMA: Tell us about your business now in 2021 and what projects are you working on?

EF: It’s been a tough year. Wisconsin has limited show time to begin with, so with all the events cancelled in 2020 early on, we never got started. We sponsored and organized a few car cruises over the summer as a way to keep playing while socially distant. We are currently working on a ’74 Duster project. We have rescued a 5.7 Gen 3 HEMI and married it to the Duster. The vehicle has had some awesome upgrades to the front end incorporating ’67 Valiant parts. The ride now sits on a complete QA1 K member suspension package, upgraded 8 3/4 Moser rear end. It is sure to be a head turner that will also perform on the Optima track if we are lucky.

The Duster is our in-between customer’s project. We are also restoring a ’76 Cutlass, painting a ’74 TransAm and doing some suspension upgrades on a ’52 Ford pickup.

SEMA: Tell us about a build you are proud of.

EF: Our ’40 Dodge pickup truck is one of the first that comes to mind. The truck was barely a shell of a cab when we got it. We built the entire chassis, box/bed and interior. We pulled a 440 out of a Brave Winnebago, bored it 30 over, added EFI, a custom racing bench seat, flat white paint, a clear bed floor, and raced at Optima Challenge in Vegas in 2018. It is an amazing truck.

SEMA: What advice do you have for young professionals contemplating a career in the automotive aftermarket

EF: Go for it! Surround yourself with those who know more than you. There is always something to learn and there is always someone willing to share the knowledge in this industry.

Fill out an HRIA member spotlight form to highlight how your company is contributing to the Hot Rod industry. Selected candidates are eligible to be featured on HRIA’s and media, SEMA eNews, and future ARMO-member updates

Compiled by SEMA Editors

2021 Indy 500 to Be Contested With Fans

The Indianapolis Motor Speedway (IMS) will host the 105th running of the Indy 500 with limited fans in the grandstands, according to published reports. The decision comes after the 104th event, which typically occurs the Sunday before Memorial Day, was postponed to August in 2020. Officials also ran the event without fans in attendance due to safety and health concerns related to the COVID-19 pandemic. Several details—including the number of fans permitted, ticket purchases and guidelines, such as social distancing and mask mandates, will be announced at a later date. Organizers will work with state and local health officials and are expected to provide an update in the spring. For more information, visit www.indianapolismotorspeedway.com.

PPG Announces Team Penske Primary Sponsorship, Race Schedule for 2021

PPG has announced that it is continuing its long-standing support of Team Penske by serving as a primary sponsor for numerous races throughout the 2021 season in the NASCAR Xfinity Series (NXS) and the NTT INDYCAR Series. The sponsorship marks PPG and Team Penske’s 37th year of working together, making it one of the longest-tenured partnerships in all of motorsports. PPG again will be the primary sponsor of Austin Cindric’s No. 22 Ford Mustang in four NXS races, while Scott McLaughlin will drive the No. 3 PPG Dallara/Chevrolet for 10 INDYCAR SERIES events during the season. McLaughlin’s newly designed vehicle is light, yet speedy. It weighs 1,650 lbs., including driver weight, and features a 2.2L twin-turbo V6 engine capable of producing a top speed of 240 mph. Topping it all off is a splashy new color scheme, especially befitting a PPG-sponsored car.

Turn 14 Distribution Continues Partnership With LIQUI MOLY and Stevens-Miller Racing for 2021 Trans Am Series

Turn 14 Distribution has again partnered with LIQUI MOLY and Stevens-Miller Racing to support driver Mike Skeen as he defends his TA2 Championship title in the Trans Am Series presented by Pirelli. Skeen will pilot an all-new Howe Racing Enterprises Camaro in the TA2 class. The class features purpose-built racing machines assembled and tuned with performance in mind. The racecars are constructed on a cost-effective platform with engines restricted to less than 500 hp. The TransAm Series presented by Pirelli will begin its 54th season on February 19, at Sebring International Raceway, where the series originally debuted in 1966.

Historic Motor Sports Association Returns to Laguna Seca for the First Race in a Year

Once again, racing will be held at WeatherTech Raceway Laguna Seca in Monterey, California, starting March 13–14, for the season opener. As state and local regulations on races and public events evolve, the Historic Motor Sports Association (HMSA) will make event announcements. So far, the HMSA Spring Club event is the first of two events already confirmed for the 2021 season. HMSA will host its annual event, the Sommet de Legendes at the Le Circuit Mont-Tremblant, July 9–11, but HMSA members will also have a chance to participate in an exhibition racing class during the Acura Grand Prix of Long Beach, which was moved to September. The 2021 schedule of events for the sanctioning body that requires period correct race cars can be found at www.hmsausa.com.

VP Racing Fuels’ Madditive Named Official Performance Additive of IMSA

VP Racing Fuels Inc. has announced the VP Madditive product line has been named the Official Performance Additive of IMSA. With Madditive signage at select races and participation at car corrals, VP Racing Fuels will be even more prominent at IMSA events.

Corrigan Oil Speedway Announces New Series For Outlaw Super Late Models

Corrigan Oil Speedway officials have announced a new track series, the Northside Towing.net Big 8 Series for Outlaw Super Late Models presented by Auto Value Parts stores. The series will feature the Shaheen Chevrolet Outlaw Super Late Models in an eight-race championship season, with each 50-lap race paying a minimum of $2,000-to-win and $300-to-start. The short track, located in Mason, Michigan, has featured Late Models, Modifieds, Street Stock, 4 Cylinder, Bandoleros, and Figure-8 racing since 1956. For more information, visit www.corriganoilspeedway.com.

CompetitionPlus.com to Provide Pro Winter Warmup Free Livestream

CompetitionPlus.com in conjunction with Drag Racer TV, will host a free livestream of the PRO Winter Warmup, March 5-7, at Palm Beach International Raceway. In addition to the live stream, CompetitionPlus.com will post daily updates in the Event Notebook section presented by GuardLab.com.

For more than 21 years, CompetitionPlus.com has been the go-to independent voice and broadcaster for drag racing, and coverage of the PRO Winter Warmup continues its longstanding tradition of bringing drag racing coverage to race fans around the world.

Fans interested in watching full-day coverage can subscribe to the CompetitionPlusTV’s YouTube page to be notified and watch all of the action. There are no fees or sign-up steps other than having a YouTube account. Visit www.youtube.com/CompetitionPlusTV and click on the subscribe button.

Texas Motorplex Distributes 500 Cases of Bottled Water Following Texas Winter Storm

Last week Texas Motorplex, like much of the state of Texas, suffered massive property damage, including severe water damage to the three-story suite tower complex, concession warehouse and a number of buildings in the food court. In spite of the damage, the staff of the facility, known nationally for host the NHRA FallNationals each October, showed their resiliency and #TexasStrong giving spirit by handing out 500 cases of bottled water last Saturday and Sunday. The staff spent eight hours on Saturday and five hours Sunday providing Ellis County and surrounding neighbors with clean water as the entire state begins recovering from a historic weather event.

The 500-acre facility will host the Radial Roundup event on March 18-20, and the following weekend the facility will host the largest Funny Car event in more than four decades when Nitro Madness kicks off March 26-27, with 60-plus Funny Cars and fuel altereds starting the Funny Car Chaos national series.

For more racing news, visit Performance Racing Industry’s (PRI) website.