Larry Henry passed away January 4. He had been experiencing health issues, which developed into an aggressive cancer.
Henry was born October 31, 1942, in East Liverpool, Ohio. He enjoyed a lifetime in the world of automotive performance and racing. His first job was working the counter of a NAPA parts store in California, which lasted only a short time, until he jumped at the opportunity to join Keith Black Racing as the parts manager. In 1969, he moved to Detroit and joined Chrysler’s budding performance and race parts group, where he stayed for 30 years.
Henry helped develop the first Chrysler Performance Parts catalog in 1970. It was an eight-page typed black-and-white brochure for hardcore racing parts. MOPAR Performance had separately introduced a performance parts program of its own called “Hustle Stuff” in 1968, and the two programs were soon combined.
Henry was part of the new combined group, and became a key contributor to every performance and race parts catalog from then on. The group’s first catalog was titled “1971 Drag Racing Parts Catalog.” In 1981, the program was titled Direct Connection, and eventually became MOPAR Performance with Henry as a mainstay.
In 1975, the Chrysler Kit Car parts program came about. It was the industry’s first “over-the-counter” complete race car kit from an automobile manufacturer. Henry was an integral part of the development team and he managed the end result.
Over the years, Larry had many specific titles at Direct Connection and MOPAR Performance. He was a racer and enthusiast liaison and manager for all forms of motorsports and a drag-racing manager for all corporate-sponsored teams.
Henry’s technical and historical knowledge of Chrysler products, trim, colors and accessories was widely recognized. That background led him to be included in Chrysler’s Historical Group, which planned the Chrysler Museum. He received honors from clubs, organizations and the industry. In 2017, he was inducted into the MOPAR Collector's Guide “MOPAR Hall of Fame.”
Retirement took the Henrys to Buckeye, Arizona, in 1999. He is survived by his wife Glenda, four children, six grandchildren and his brother Hiram. The family has created a virtual memorial. Henry requested that donations in his name be made to Brad Keselowski’s Checkered Flag Foundation.
Submissions are now being accepted for SEMA-member companies to participate in the 2021 Ford Project Vehicle Program.
Open to SEMA member company manufacturers, designers and/or retailers dedicated to supporting new product development, companies must be willing to actively promote the vehicle with their products through an established marketing plan and be financially capable of spending promotional dollars.
Ford Aftermarket Project Vehicle Program Criteria:
Feature the vehicle in a booth at the 2021 SEMA Show in Las Vegas.
Use Ford accessory products as specified and provided by Ford Motor Company.
Register and keep the vehicle in your company name during the entire contract period.
Purchase and maintain $3 million in General Liability Insurance, $3 million in Automotive Liability Insurance, $1 million in Employers Liability and demonstrate Workers Compensation coverage; an Umbrella Policy may be used to achieve coverage limits.
Commit to feature the vehicle with the Ford logo intact and visible.
Order a California-certified vehicle if you intend to register or use the vehicle primarily in California or any other state that has adopted California emissions standards. Failure to do so may subject you to a state fine.
Make vehicles available to Ford or its Dealers for display, at the owner’s discretion.
Submit written quarterly status reports for a period of 18 months, as specified in the contract, stating:
Product development.
Modifications to the vehicle
Events (including dates, location and type of event).
Media exposure (originals or color copies).
Company advertising featuring the vehicle.
Social media exposure
A copy of your current vehicle registration
To request a project vehicle:
1. E-mail a one-page project summary with the following information to semainfo@ford.com.
Vehicle/theme
Vehicle modifications
New product development
Promotional plan
Vehicle display location at the 2021 SEMA Show
2. Mail and/or E-mail a detailed project proposal to the following:
Ford Motor Company
21175 Oakwood Blvd., PDCDC MD579
Dearborn, MI 48124
Attn: Kyle Ebner semainfo@ford.com
Include detail supporting the one-page project summary on company letterhead, a color rendering and past project vehicles examples.
Information on Ford vehicles is available at www.ford.com.
Proposal submission deadline, vehicle lineup and award recipient notification date will be announced in an upcoming SEMA eNews Ford Project Vehicle announcement.
Danny Agosta is the SEMA Young Executives Network’s (YEN) newest Spotlight member. Agosta is the marketing manager at Steele Rubber Products, a leading manufacturer of rubber parts for the specialty equipment aftermarket.
Read about his typical weekend plans, and listen in to his video on the importance of getting involved and making connections in the industry.
SEMA: What is the best advice you have ever received?
Danny Agosta: Fish where the fish are.
SEMA: What keeps you in the industry?
DA: Cars and friends. I don’t think I’ll ever leave.
SEMA: Where can you be found on a Saturday?
DA: Out and about with my wife and two kids. Nowadays we’ll take any reason to get out of the house!
SEMA: How do you prepare for an important meeting?
DA: Excited for the end! What I mean is I’m anxious to get to whatever action items come out of it.
SEMA: If you could go to lunch with one industry leader, living or dead, who it would be?
DA: John Menzler. I've heard so many wonderful stories from so many people (including many in my company), and I unfortunately never had the chance to meet him. But to leave that kind of impression on such a variety of people, he must know a thing or two about life.
Motorhead Digital is the latest SEMA Hot Rod Industry Alliance (HRIA) Member Spotlight company. In this week’s feature, company founder Barry Alt shares how Motorhead Digital is helping to bring awareness to aftermarket restoration, performance and restyling shops and how he utilizes his expertise in website design and marketing to fuel an industry he is passionate about.
SEMA: Tell us the story of your company. How did you start?
Barry Alt: I'm the founder of Motorhead Digital, a digital marketing agency that provides our signature Marketing Maximizer programs specifically developed for auto restoration, performance and restyling shops. These programs are geared towards customer acquisition and conversion.
With more than 23 years of experience in digital marketing and website development helping any number of businesses with their marketing and website development needs in 2017, we shifted our focus on a goal to help our clients market and grow their shops through strategic marketing practices. You can read my helpful articles in The Shop magazine and on the Motorhead Digital website.
To fuel my passion I also own a classic ’69 427 and a ’13 427 Corvette and spend my spare time at shows like SEMA and PRI, as well as attending numerous car shows and drag racing events. I'm also a USPSA-certified range officer and competitive shooter.
Barry Alt
SEMA: What was your breakthrough moment?
BA: After being in the website design and marketing business for more than 20 years, I realized in 2017 that I could focus on a niche that I was already passionate about. I created Motorhead Digital to focus on supporting and helping auto restoration, performance and restyling shops with their marketing and websites. Since I already knew and loved this space, it was a no brainier to take my business in this direction. So far, it’s been great, as I love working with shop owners and really love seeing what they’re creating and helping them move their businesses to the next level.
SEMA: Tell us about your business now in 2020 and what projects are you working on?
BA: Our big project for 2020 was the roll out of our signature Marketing Maximizer programs specifically developed for auto restoration, performance and restyling shops. We’re also focused on helping one of our current clients, RJ Cars Inc., and others in the industry up their marketing game as well as writing a shop profile article for RJ Cars that will appear in a publication in the automotive industry.
SEMA: Tell us about a build you are proud of.
BA: Since we’re not a shop, we really don't build cars but we’re super proud of our ’69 427 Tri-Power Corvette that we tinker with and take to local car shows.
SEMA: What advice do you have for young professionals contemplating a career in the automotive aftermarket?
BA: After 23-plus years of experience running a business, you need to have a solid business plan and processes, and understand the basics of running a business, niche down if you can (be the expert on that one thing) and pay your bills and taxes. Don’t try to do everything yourself. Focus on what you know best and when you can bring in the experts, especially in the bookkeeping, accounting and marketing fields.
Moss Motors/Moss Miata is the first company to be recognized by the SEMA Automotive Restoration Market Organization (ARMO) new-member spotlight program. Coined for servicing customers that drive and maintain vehicles that reflect the golden days of British motoring and sports cars, the company’s history is one which dates back to 1948. SEMA spoke to the company’s director of sales and marketing Kevin Kastner for the story and an update on their business in 2021.
SEMA: Tell us the story of your business. How did you start?
Kevin Kastner: Moss Motors started in 1948 by Al Moss to support the genesis of the sports car market when soldiers started importing MG TCs from England. Moss Motors continued to provide parts and accessories for British sports cars for more than 70 years, and expanded into another great sports car, the Miata, in 1994.
SEMA: What was your breakthrough moment?
KK: Moss Motors made some strategic decisions to purchase large supplies of spare parts and tooling during the era when little British sports cars like the MG and Triumph were going out of production. By building a large store of parts and moving more into the development, remanufacturing and sourcing of replacement parts was critical to keeping these unique and fun sports cars on the road for decades to come.
Al Moss’ ’48 MG TC.
SEMA: Tell us about your business now in 2021 and what projects are you working on?
KK: Moss Motors continues to invest in its capabilities to develop restoration parts and upgrade components for British sports cars and the MX-5 Miata. Having recently acquired a Jaguar parts business, our plans include the expansion of products and availability on the East Coast from our Virginia facility and finding creative ways to house more in our California warehouses. Beyond 2020, our goals include the evolution of our sales, marketing and distribution to better serve current and future sports car owners and restoration shops with more selection and better service.
SEMA: Tell us about a particular project, product or build you are proud of.
KK: Despite the pandemic interruptions, Moss is proud to have kept our employees healthy and employed while still doing our very best to keep our customers fulfilled as they restore, repair and upgrade their cars.
Moss Virginia distribution center, present day.
SEMA: What advice do you have for young professionals contemplating a career in the automotive aftermarket, particularly in the restoration segment?
KK: There's no replacement for enthusiasm and having a sincere interest in learning about the cars, culture and communities that keep the automotive aftermarket thriving. Be authentic, have some core mechanical skills and be prepared to reinvent yourself over and over.
Personalized schedules for the 2021 MPMC Media Trade Conference have been sent to manufacturers and more than 150 participating media representatives earlier this week. Taking place January 26–28 online for the first-time in the event’s 24-year history, the 2021 event will bring journalists and new media together with motorsports parts manufacturers in 1:1 meetings.
The Media Trade Conference has a history of providing journalists with editorial content and is ideal for media of print, online, video, radio, podcasts and even new social media influencers. Media members interested in participating may still do so by registering online.
Wilwood Disc Brakes’ racing division has announced the addition of Tommy Strup as the newest outside sales contractor. Strup brings decades of racing experience and braking technology knowledge to the team. Strup, who has been a regular fixture at race tracks since his early childhood, has owned a race program and worked directly with various race teams, builders, and dealers. He has also worked with Heintz Performance, CV Products, Central High Performance, and Pro-Systems. A native and long-time resident of Long Island, New York, Tommy now resides in Charlotte, North Carolina. He will report directly to Wilwood Motorsports Manager Dave Brzozowski.
Power Automedia Breaks Traffic Records in 2020 With More Than 17.38 Million Readers
Power Automedia had a record year in 2020 in terms of magazine site traffic. While the global pandemic brought along new challenges and difficulties throughout the year, Power Automedia’s magazine titles achieved consistent growth in audience response to its content. Over the last half of the year, stay-at-home orders and quarantines have meant an increased capacity for overall media and content consumption. Power Automedia was no exception to this increased traffic leading to more than 17.38 million active readers across the 11 magazine titles within its network. This increase in magazine site traffic has been accompanied by an increase in ad impressions and reader engagement.
Joe Didato
Joe Didato Joins Digital Throttle Sales Team
Joe Didato has joined the Digital Throttle sales team as its new sales director. Based in Detroit, Didato will be responsible for expanding Digital Throttle’s digital advertising services across several automotive markets. He has more than 30 years of industry experience, having worked as national account director for Motor Trend, representing brands like Motor Trend, Hot Rod, Four Wheeler, Truckin’, Car Craft and Super Street, among others.
XS Power Batteries Announces Las Vegas Distribution Point
XS Power Batteries, based in Knoxville, Tennessee, has announced the start of operations at its new Las Vegas distribution and manufacturing facility. Located near McCarren International Airport, the first stage of expansion includes an 8,500-sq.-ft. space that allows for quick access to all XS Power products for customers in the Western United States. Shorter shipping times will also result in less overall package handling and fewer damages. In addition to a fully staffed shipping hub, the new XS Power facility will be used for production of SuperBank Ultra Capacitors, Li series lithium batteries, Titan8 lithium batteries, and XV series lithium batteries.
Roadster Shop Launches New Series Documenting 2020 Barrett-Jackson Road Tour
Roadster Shop in partnership with Ironclad Media is launching a brand-new five-episode series documenting their 2,400-plus-mile journey on the 2020 Barrett Jackson road tour. The docuseries will follow along with Roadster Shop and its customers as they travel from Atlanta through North Carolina and down the East Coast ending in Key West, Florida, all while showcasing the partners that make building and driving these cars possible. Tune in to all of @Roadstershop media channels for the first Episode launching, Wednesday January 20.
Sophia Polsinelli
Sophia Polsinelli Joins MBE Group as Account Coordinator
Marx Buscemi Eisbrenner Group (MBE Group) has hired Sophia Polsinelli as its newest account coordinator. Polsinelli joined MBE Group as a communications intern in late September 2020 as part of its recently launched internship program. During her time with MBE Group, Polsinelli has supported the company’s in-house marketing initiatives in addition to various client projects, including drafting social media content, working on social influencer programs, assisting with SEO applications, writing press releases, and developing media lists, among other activities. As an account coordinator, Polsinelli will support client account teams with writing, media relations, social media, integrated branding campaigns, and digital marketing activities. Prior to joining MBE Group, she served as a marketing and sales intern for Bosch Battery Systems in Orion, Michigan.
LSI Chemical Signs NanoTech Petroleum as Authorized Distributor for South Africa
LSI Chemical has announced NanoTech Petroleum as its new international distributor. Located in South Africa, NanoTech Petroleum is now authorized to distribute the entire line of LSI Chemical fuel and oil additives and the full line of Hot Shot’s Secret consumer products in South Africa. NanoTech Petroleum will now market and sell the LSI Chemical line of products as well as the entire line of Hot Shot’s Secret products.
RRMCI to Represent Red Line Synthetic Oil Through North American Marketing and Sales Promotions
Red Line Synthetic Oil will now work with R&R Marketing Consultants Inc. (RRMCI) for North American sales and marketing representation. RRMCI will represent Red Line Oil’s entire lubricant lineup, including motor oils, gear oils, assembly lubes, fuel additives and its WaterWetter cooling additive.
Have some company news you would like to share? Let us know and the news may appear in an upcoming issue of SEMA eNews. Send your items for consideration to editors@sema.org.
In 2020, our friends at Ford Authority reported that Ford will launch a King Ranch Explorer for the ’21 model year. Here’s a first look at the upcoming King Ranch model.
Though the vehicle has its badges covered, the King Ranch badge can be clearly seen from underneath the masking tape. Outside of that, there's a new grille that appears to be borrowed from the Explorer Limited. The wheels also appear to be similar in design to the ones used on the Limited. But what is different is a set of four-tipped exhaust outlets that are present out back, suggesting the use of the EcoBoost 3.0L V6 engine borrowed from either the Platinum or ST (365hp or 400hp).
The King Ranch Explorer will likely differentiate itself by having more standard features and creature comforts, particularly inside the cabin, where we can expect leather, and then more leather. Expect a reveal in Q1, with a likely on sale date this fall.
In 2020, our friends at Ford Authority reported that Ford will launch a King Ranch Explorer for the ’21 model year. Here’s a first look at the upcoming King Ranch model.
Though the vehicle has its badges covered, the King Ranch badge can be clearly seen from underneath the masking tape. Outside of that, there's a new grille that appears to be borrowed from the Explorer Limited. The wheels also appear to be similar in design to the ones used on the Limited. But what is different is a set of four-tipped exhaust outlets that are present out back, suggesting the use of the EcoBoost 3.0L V6 engine borrowed from either the Platinum or ST (365hp or 400hp).
The King Ranch Explorer will likely differentiate itself by having more standard features and creature comforts, particularly inside the cabin, where we can expect leather, and then more leather. Expect a reveal in Q1, with a likely on sale date this fall.
Submissions are now being accepted for SEMA-member companies to participate in the 2021 Ford Project Vehicle Program.
Danny Agosta is the SEMA 
Motorhead Digital is the latest SEMA 
Moss Motors/Moss Miata is the first company to be recognized by the SEMA 
