SEMA Member News July 2020

By Ellen McKoy

Undaunted by Challenges, SBN Works on Keeping Members Engaged

SBN Chair Lana Chrisman.

“The best laid plans of mice and men often go awry,” wrote the Scottish poet Robert Burns, which aptly describes many of the plans the SEMA Businesswomen’s Network (SBN) had put in place for 2020 but which came to an abrupt halt as a consequence of the COVID-19 epidemic. First to go was an SBN Meet Up set for the Keystone Big Show. Plans for four regional Lunch and Learn events for mid-level female employees were also put on hold, and two CEO retreats for executive-level women and business owners, originally slated for summer and fall, may have to be rescheduled.

Despite the setbacks, though, the SBN remains focused and, in fact, is working diligently to keep its members informed and connected.

“While face-to-face events are on hold right now, we’re trying to fill in with some online activities,” said SBN Chair Lana Chrisman.

Ideas in the works at press time included replacing in-person Lunch and Learn activities with interactive webinars on a variety of career-development and other topics. The SBN was also working with SEMA staff to develop Tip of the Day postings on the network’s social-media platforms. Postings will likely touch on ways to cope with pandemic-related professional and personal concerns as well as inspirational ideas on leadership and moving forward in times of stress and uncertainty.

The SBN has also expanded its popular SheIsSEMA online profiles to biweekly instead of monthly. The network also recently held a successful general membership meeting via teleconference to further help members stay connected.

“I’m really excited that our select committee is dialing in on what our members need,” Chrisman said. “We are still in the process of figuring out how we can do virtual events successfully through our social-media presence. Our goal is to help our members stay engaged and informed.”

Maintaining Momentum

Industry women at the annual women-only Gear-Up Girl networking mixer.

With some activities still in flux, the SBN is moving ahead with its event lineup for the SEMA Show to be held in Las Vegas November 3–6. In keeping with tradition, the annual women-only Gear-Up Girl networking mixer will kick off the week Monday, November 2, the day before the Show opens.

The event, part of the SEMA Education Student Program at the Show, is designed to connect female students with industry-leading professional women. Now in its 10th year, Gear-Up Girl has continued to grow in popularity, last year drawing a standing-room crowd of more than 600 industry women and
female students.

According to Chrisman, the select committee is exploring ways in which to enhance engagement and spark conversation among attendees. One idea on the table is speed-dating-style roundtables facilitated by female industry leaders and influencers. Two awards will also be presented: the Jessi Combs Rising Star Award recognizing SBN’s scholarship winner, and the all-new SheIsSEMA Award, with the honoree to be chosen from among this year’s SheIsSEMA profiles.

On Tuesday, November 3, both men and women are encouraged to attend “Earning Her Business,” powered by the SBN. The interactive and informative session, to be presented by experience expert Katie Brand, will explore the impact women have on purchasing decisions and how men and women can use the information to change the way they deliver consumer brand experiences to positively influence customer satisfaction metrics, increase retention and improve a company’s bottom line.

To wrap up the event schedule, the annual SBN reception is on tap for Wednesday evening, November 4. The popular reception, also open to men and women, will afford guests an opportunity to connect with members of the SBN select committee as well as hobnob and network with other industry leaders.

“We have a lot to focus on between now and the Show,” Chrisman said. “But with all we have been going through with the COVID crisis, I’m really excited about what we are planning. I can’t wait to get ready for the SEMA Show—to just see everybody again. I hope everyone stays safe so that we can get together in November."

SEMA Member News July 2020

By Ellen MCkoy

ETTN Stays a Steady Course During Pandemic With Focus on Continuing Education

Caption: ETTN Live Chat Host Tom Burden, inventor of Grypmat.

ETTN Chair Ian Lehn.

When the United States was put on a nationwide lockdown, SEMA councils and networks had to put some programs on hold while also moving forward with other initiatives to help keep members informed, motivated and involved. The Emerging Trends & Technology Network (ETTN) was no exception. According to network Chair Ian Lehn, ETTN is still open for business.

“One of the points we have been trying to make is that just because things are shut down doesn’t mean ETTN is shut down,” he said. “We’re trying to get all of our ducks in a row so that everything is cued up at the starting line and we can hit the ground running.”

For example, ETTN’s vehicle-sharing program—designed to enable member manufacturers to borrow project vehicles from one another for product development and prototyping—is currently on ice.

“With everything that’s going on, no one is sharing vehicles,” Lehn said. “We were in the process of successfully onboarding a group of companies, and we are still actively looking for businesses to be part of the program once things open back up, even though we’ve suspended vehicle sharing.”

The same reasoning applied to temporarily sidelining ETTN’s program to connect advanced-level engineering students who compete on SAE Formula teams with SEMA-member manufacturers.

“The student competition program is a great way for companies to engage with schools and continue R&D at the academic level,” he said. “But for now, it’s on the back burner until things open up.”

At the same time, ETTN is in fast-forward mode with its Facebook Live Chats.

“The big thing we are stressing right now is continuing education,” Lehn said.

Live-Stream Broadcasts Deliver Value-Added Learning Experiences

“During this period when we’re forced to stay within our own walls and not allowed to go out, focus on sales or go to car shows, we want to provide members with an educational series they can binge watch and that gives them a roadmap on how to get product into the market,” Lehn said.

The Live Chats are designed as a series, with each episode focused on a different topic.

“The ETTN series is built around product development and going to market, from idea inception all the way to presenting the product at the SEMA Show,” he noted.

Each Live Chat session lasts one hour and is led by an expert on the designated topic. Advance notice is posted on ETTN’s social-media channels, in “Member Updates” and in SEMA eNews. The video sessions are archived on ETTN’s Facebook page, so those who cannot tune in during the live presentations can access them at any time, day or night.

The first session was held in March. It was presented by design consultant, industrial engineer and brand strategist Mark Moneypenny, who centered his talk on ideation, innovation, resources and processes needed to create successful products.

The second Live Chat took place in May. It was led by Tom Burden, the inventor of Grypmat—a flexible material that keeps tools in place on any type of curve and surface. Burden won the 2017 SEMA Launch Pad competition and also sealed a deal on the “Shark Tank” TV show. He talked about the importance of relying on research and competitive analysis in the product-development process.

Other sessions are in the pipeline, with ETTN currently lining up additional presenters.

“Our main focus is to reinforce to our base that we’re still out here and still trying to provide value to them while staying cognizant of everything happening around us,” Lehn said. “With so many people sitting at home feeling as if the world is passing them by, it really helps if they’re given an opportunity to learn something new and stay ahead of the curve.

“The Live Chats were well received, and we expect that they will continue to grow as more of them happen. Because it’s a series that lives on our Facebook page, if someone watches one session on product development and realizes there were episodes before that on product ideation or market research, we anticipate that people will go back and watch more of them.”

SEMA Member News July 2020

By Ellen MCkoy

ETTN Stays a Steady Course During Pandemic With Focus on Continuing Education

Caption: ETTN Live Chat Host Tom Burden, inventor of Grypmat.

ETTN Chair Ian Lehn.

When the United States was put on a nationwide lockdown, SEMA councils and networks had to put some programs on hold while also moving forward with other initiatives to help keep members informed, motivated and involved. The Emerging Trends & Technology Network (ETTN) was no exception. According to network Chair Ian Lehn, ETTN is still open for business.

“One of the points we have been trying to make is that just because things are shut down doesn’t mean ETTN is shut down,” he said. “We’re trying to get all of our ducks in a row so that everything is cued up at the starting line and we can hit the ground running.”

For example, ETTN’s vehicle-sharing program—designed to enable member manufacturers to borrow project vehicles from one another for product development and prototyping—is currently on ice.

“With everything that’s going on, no one is sharing vehicles,” Lehn said. “We were in the process of successfully onboarding a group of companies, and we are still actively looking for businesses to be part of the program once things open back up, even though we’ve suspended vehicle sharing.”

The same reasoning applied to temporarily sidelining ETTN’s program to connect advanced-level engineering students who compete on SAE Formula teams with SEMA-member manufacturers.

“The student competition program is a great way for companies to engage with schools and continue R&D at the academic level,” he said. “But for now, it’s on the back burner until things open up.”

At the same time, ETTN is in fast-forward mode with its Facebook Live Chats.

“The big thing we are stressing right now is continuing education,” Lehn said.

Live-Stream Broadcasts Deliver Value-Added Learning Experiences

“During this period when we’re forced to stay within our own walls and not allowed to go out, focus on sales or go to car shows, we want to provide members with an educational series they can binge watch and that gives them a roadmap on how to get product into the market,” Lehn said.

The Live Chats are designed as a series, with each episode focused on a different topic.

“The ETTN series is built around product development and going to market, from idea inception all the way to presenting the product at the SEMA Show,” he noted.

Each Live Chat session lasts one hour and is led by an expert on the designated topic. Advance notice is posted on ETTN’s social-media channels, in “Member Updates” and in SEMA eNews. The video sessions are archived on ETTN’s Facebook page, so those who cannot tune in during the live presentations can access them at any time, day or night.

The first session was held in March. It was presented by design consultant, industrial engineer and brand strategist Mark Moneypenny, who centered his talk on ideation, innovation, resources and processes needed to create successful products.

The second Live Chat took place in May. It was led by Tom Burden, the inventor of Grypmat—a flexible material that keeps tools in place on any type of curve and surface. Burden won the 2017 SEMA Launch Pad competition and also sealed a deal on the “Shark Tank” TV show. He talked about the importance of relying on research and competitive analysis in the product-development process.

Other sessions are in the pipeline, with ETTN currently lining up additional presenters.

“Our main focus is to reinforce to our base that we’re still out here and still trying to provide value to them while staying cognizant of everything happening around us,” Lehn said. “With so many people sitting at home feeling as if the world is passing them by, it really helps if they’re given an opportunity to learn something new and stay ahead of the curve.

“The Live Chats were well received, and we expect that they will continue to grow as more of them happen. Because it’s a series that lives on our Facebook page, if someone watches one session on product development and realizes there were episodes before that on product ideation or market research, we anticipate that people will go back and watch more of them.”

SEMA News—July 2020

HERITAGE

Engine Swap, ’50s Style

By Drew Hardin

Photography Courtesy Eric Rickman, Petersen Publishing Company Archive

The gentleman on the left—Winston Roche of North Hollywood, California—bought his ’34 Ford sedan as a new car. His job as a civil engineer took him all over the country, and the Ford’s trusty Flathead V8 carried him on his rounds for 20-some years, covering more than 300,000 miles in the process. By late 1956, though, the engine was just worn out, having been through several rebuilds.

Mr. Roche didn’t want to give up on the Ford. Instead, he visited Lewie Shell (at right in the photo) at Shell Motors & Parts on Wilshire Boulevard in Los Angeles for a suitable replacement engine.

Shell Motors was a fixture in the Southern California speed scene and a longstanding advertiser in Hot Rod. The magazine’s Eric Rickman produced a “photo story” for the July 1957 issue, showing the highlights of transplanting a late-model V8 into Roche’s old Ford.

Shell’s “engine emporium,” as Rickman called it, had a wide selection of overhead-valve V8s to choose from. In fact, Shell’s Hot Rod ads touted the company’s “drive-in, drive-out complete OHV8 motor custom installations” as well as a wide range of parts, available either at the shop or via mail order “anywhere in the world.”

Roche initially had his eye on a ’56 Buick V8, “but after the original Flathead had been removed and the Buick tried for size, Roche cancelled it,” Rickman wrote. “Extensive firewall alterations would be needed,” and Roche did not want to “put the cutting torch to it anyplace.” Roche wanted to ensure that he could “return his pride and joy to perfect original condition” without any cutting done to the body or the frame.

The solution was to use “the smallest of the bunch” of OHV motors at Shell—a ’56 Chevy. But even with the smaller engine, “a point of interference arose between the distributor and the firewall,” Rickman noted. Since Roche had forbidden any cutting, “the only alternative was to move the entire engine, transmission, driveshaft and rear axle forward 11/2 in. to get clearance. This meant plenty of extra work, but the job was done in this manner and proves that with a little ingenuity, even the impossible is possible.”

Rickman covered that “plenty of extra work” in a little more than a dozen photos, illustrating the various brackets and components needed to adapt the Chevy small-block to the stock Ford drivetrain and move all those pieces forward in the car. The engine was fitted with a Corvette cam as well as an Edelbrock triple-carb intake manifold with the center blocked off so two late-model Ford carburetors could be used. The Ford’s radiator was replumbed to accommodate the Chevy’s hoses, and a “special bracket” was made “from strap iron” to mount the generator above the engine “for side panel clearance.”

The finished product “conforms to the owner’s specifications perfectly after leaving Lewie Shell’s shop,” Rickman wrote. “It looks absolutely stock but has plenty of power under the hood to keep up with traffic.”

SEMA News—July 2020

The PRI Opportunity: Building Toward a Productive 2021—and Beyond

Chris Kersting

Catalysts for growth in 2021 include bringing the industry a productive SEMA Show in November and the PRI Trade Show in December. As this issue of the magazine goes to print, both shows are coming together as planned, with the vast majority of businesses indicating determination and plans to set themselves up for a strong 2021 bounce-back.

The association’s staff is actively working with multiple government entities and trade show industry groups to develop processes that will allow for a successful business meeting while providing a safe environment. The details are still being worked out, but updates will be shared with the industry and posted on the Show websites as processes evolve and are finalized. More will be known as the weeks roll forward.

On the matter of PRI and the racing community, we announced a long-term plan last December in Indianapolis to establish a permanent and dedicated PRI office to deliver services, tools and political advocacy specifically for the motorsports industry. The PRI Trade Show has long been a valuable industry focal point that brings racers, builders, track operators and manufacturers together. Now, resources gathered from the industry will be invested in programs to help it succeed.

The PRI mission evolution is the result of in-depth work by the SEMA Board, staff and racing industry representatives involving outreach and surveys to the PRI community to learn how PRI can best help racing succeed and grow. Last December, a new Performance Racing Industry Mission Statement had been developed, formalizing our intention to build, promote and protect the racing community. In the coming years, guided by opportunities identified by industry professionals, an enhanced PRI team will be providing additional programs, support and investment to build the future of the community.

To that effect, the addition of a new executive leader was announced last May, a key step in laying the groundwork for expanded services. The newly minted PRI president, Dr. Jamie Meyer, is based in new PRI digs in Indianapolis—a location that is central to U.S. motorsports—and is already working closely with racing-related businesses, individual racers, race teams, racing facilities, sanctioning bodies, and parts suppliers to develop programs and services to benefit the motorsports community. His passion for racing and his deep motorsports background will serve the community well. Bill Miller, the SEMA staff lead since the association acquired the PRI organization in 2012, will continue to support the PRI team while focusing on his responsibilities as senior vice president of operations for SEMA.

Meanwhile, the upcoming PRI Trade Show will be a springboard for participants to move ahead in 2021, buoyed by the reality that passionate racers and enthusiasts of all kinds will be looking for new products and fresh ideas. The future growth of PRI as an advocate for the racing industry is a reminder that we can take the steps needed to assure ourselves of long-term growth and prosperity by thinking ahead—and acting now.

For many of us, the COVID-19 disruption has put certain short-term goals and practices on hold while we adapt and reconfigure new ways of working. Thankfully, those adaptations are becoming better entrenched, and productivity is on the upswing for many. It’s during such circumstances that long-term vision and planning can make the difference between being left behind and coming out stronger. Now is a great time to consider where we want to be in six months and in the years ahead. At SEMA and Performance Racing Industry (PRI), we’re looking ahead and thinking about how the future of the industry can be enhanced in coming years.

SEMA News—July 2020

NEW PRODUCTS

By Mike Imlay

New Powersports Products

Performance and Enthusiast Offerings From the 2019 SEMA Show

For many decades, motorcycles and ATVs dominated the powersports category. In recent years, however, UTVs have exploded onto the scene, becoming the category’s chief growth driver. Still, there is a lot of crossover in the powersports lifestyle, and enthusiasts frequently own more than one type of vehicle—not to mention a truck to haul their weekend toys.

Regardless of vehicle, performance parts are always in demand, along with anything that increases durability and looks. Lighting, audio, wheels, tires, suspension components, lifestyle items—the market seems limitless. The following pages present the latest powersports-related offerings from the 2019 SEMA Show New Products Showcase, along with some insights from category experts.

“You can get a Polaris, Kawasaki or a Can-Am UTV, and they all look different with the accessories you can get. That’s what is cool about this industry and why it’s booming so big—there is so much crossover.

You can build these vehicles to spec. Say you’re an outdoorsman: You can put a tent and different things on the cage and go out and use it as an expedition vehicle. Or you can put some bike racks off the side if you’re a mountain biker. Truly, the sky’s the limit. That’s what makes me excited to go to work every day.”—Tyler Greves, Media Manager, SuperATV

“Riders are going to ride. That’s the beauty of our business—we’re an enthusiast-driven purchase. Your car is transportation. The fact that you like it and you like the interior trim, the stereo, etc., just makes for a more comfortable ride while you’re going to work.

People who buy powersports, 90-plus percent, are buying their escape from life. It’s what they’re doing on their weekends, their nights off, when they get done working. They’re going out to get a release.”—Rob Greenwald, President, The PowerSport Solution

View all of the powersports products featured in the 2019 SEMA Show New Products Showcase.

Accelerated Systems Inc.
BAC4000

519-342-2507
www.accelerated-systems.com
PN: PC-000002-G

The BAC4000 is a mid-level, high-power, density compact motor controller (inverter). These units are optimized for the latest in lithium-ion battery technology and utilize the latest in field-oriented vector control as well as ASI’s proprietary adaptive sensorless start algorithms.

Dynojet Research Inc.
Power Vision 3 for Yamaha

888-DYNOJET
www.dynojet.com
PN: PV3-22-01

The Power Vision 3 allows users to flash performance tunes via an OEM diagnostic connector to a Yamaha. No need to remove and send out the ECU. Display vehicle data channels in real time. Weather-resistant for use in all conditions. High-contrast display is viewable in direct sunlight.

Full Spectrum Power
P.Motive

703-481-1045
www.fullspectrumpower.com

Welcome to the first generation of a truly revolutionary automotive performance battery created from 10 years of championship race-winning heritage in the powersports market. P.Motive case size is 206x172x184 mm, and the unit features 2000ca/32ah and weighs 12 lbs. Includes low-voltage protection, short-circuit protection, IPT reset and dual +/- terminals.

Hyperco-MW Industries Inc.
UTV Performance Spring Kit

847-565-4763
www.hypercoils.com
PN: 1201HO-1000R-1, TALON 1000R

Hyperco’s line of UTV Performance Spring Kits is a complete suspension upgrade to improve the overall ride quality and performance of the UTV. These dual-spring kits feature the race-winning and trail-dominating spring technology that Hyperco is known for. Everything needed for a complete suspension spring upgrade.

Kleinn Air Horns
Harley-Davidson Dual Air Horn System

520-579-1531
www.kleinn.com
PN: HOGKIT-1

Kleinn Air Horns dual air horn for ’79-and-later Harley-Davidson motorcycles with the classic Cowbell horn cover is a direct-fit, 100% bolt-on installation using only common hand tools. No drilling, cutting or welding required. Includes a 132-dB dual air horn with direct-drive compressor. Installation is easy and quick.

Hypertech
Upper and Lower Door Bags

901-385-1888
www.hypertech.com
PN: 3001010

Storage is a premium on Polaris RZRs, so owners will love the extra space and features of these high-quality bags that are designed for comfort and utility. Built to last, designed with no-sag fit, top load with a generous opening for easy access, and padded protection for knees and elbows. Installs with hand-tools only. Made in the U.S.A.

Ram Mounts
EZ-Roll’r Cradle for Spot X

800-497-7479
www.rammount.com
PN: RAM-HOL-SPO5U

The form-fitting, high-strength composite Ram EZ-Roll’r cradle for the Spot X allows for the attachment of Ram components containing the universal AMPS hole pattern. With the device secure in the cradle and ready for adventure, all buttons and the power port remain fully accessible.

OptiMate High Performance Battery Chargers
Lithium 4S 10A

905-337-2095
www.optimate1.com
PN: TM-275

A high-efficiency diagnostic charger and tester for 12.8V/13.2V LiFePO4/LFP starter or deep-cycle batteries. Features 100–240V 50–60Hz global power input. Ampmatic charge control. Advanced safe recovery. Saves battery from as low as 0.5V. BMS. Wakeup mode. Tune power mode. Stable 13.6V for reflashing or troubleshooting.

SSV Works
’17+ Jeep Wrangler JL Unlimited Vehicle-Specific Sub Enclosure

818-991-1778
www.ssvworks.com
PN: JP1-DS10U

The ’17+ Jeep Wrangler JL Unlimited vehicle-specific sub enclosure is designed for a 10-in. subwoofer and mounts underneath the driver-side passenger seat. It comes with an ABS speaker grille designed to nicely match the Jeep’s aesthetics and does not require any drilling. It utilizes factory hardware to mount.

TrailMaster/BV Powersports
Blazer 150X

817-691-3102
www.bvpowersports.com
PN: BLAZER 150X

Deluxe off-road buggie. Great package for performance and styling. Mag wheels. LED light bar. Performance seats.

TSI Products Inc.
Stratos Climate 5-in. Multi-Fit Under-Dash Heater Kit

800-521-2997
www.stratosclimate.com
PN: SCP7103

Features include variable fan speeds to enhance passenger comfort; temperature control to achieve maximum vehicle comfort; four adjustable vents to customize directional airflow for both driver and passenger. The kit includes all components needed to complete an easy installation under the dash.

View all of the powersports products featured in the 2019 SEMA Show New Products Showcase.

SEMA Member News July 2020

By Ellen McKoy

WTC Talks Tariffs, Technology and The Stage

Attendees engaged in discussion during the WTC Open Meeting.

The Wheel & Tire Council (WTC) has long been a clearinghouse for information on trends, technology, product development and legislative and regulatory issues that affect the market segment it represents. For instance, to assist in the development of new products, the council created the WTC Wheel Measurement Database, which contains wheel measurement information on new vehicles accessible through measuring sessions held periodically at the SEMA Garage.

Other tech tools include the WTC Measuring Kit, the “Wheel Care Guide” and the “Ride Guide.” Over time, the council has also hosted sessions at the SEMA Show on topics related to import taxes, including “Tariffs, Technology and Trends” and “Legal and Regulatory: Navigating the World of Import Tariffs.”

Concerns over restrictions on steel and aluminum imports and the complexities of advanced-vehicle technology continue to be top of mind. To help members gain a better understanding of both matters and their effects on the wheel and tire segment, WTC convened an open meeting at the SEMA Garage.

Open Meeting Dives Into Tariffs

Held in late February, the meeting drew more than 40 WTC members and nonmembers. The fact-filled and interactive day kicked off with a live webinar with SEMA’s government affairs staff, which is based in Washington, D.C. Attending from that office were Daniel Ingber, managing director of government and legal affairs, and Stuart Gosswein, senior director of federal government affairs.

“Tariffs affect many industry segments, but the webinar was really focused around the whole wheel and tire segment in particular and some of the challenges we’re facing,” said WTC Chair Tyson Boyer.

During the session, Ingber and Gosswein touched on the new United States-Mexico-Canada Agreement, which replaced the North American Free Trade Agreement. They dove into the reasons why tariffs were imposed and steel and aluminum tariff issues specifically. Those discussions included two ongoing fair-trade-related federal investigations: Section 232 of the Trade Expansion Act of 1962 and Section 301 of the U.S. Trade Act of 1974.

Section 232 affords the president the ability to impose restrictions on certain imports—in this instance, an overcapacity of steel and aluminum production that depresses prices globally and may violate U.S. fair-trade practices. The purpose of the investigation is to determine the effect of the imports on national security.

Under Section 301, on the other hand, the U.S. government is required to seek to negotiate a settlement with the foreign country, either in the form of compensation or elimination of the trade barrier.

“Daniel and Stuart did an awesome job,” Boyer said. “They gave us the Reader’s Digest version of tariffs from start to current state—a better understanding of the different tiers of tariffs that went into play and a better understanding of the trade imbalance. They also highlighted SEMA’s position supporting protection of fair trade but that using tariffs hurts importers, consumers and our industry. Overall, it was a fantastic session, provided great engagement with the audience, and we’re thankful for SEMA’s support.”

The group also took a field trip to Hansen VTF Labs in nearby Anaheim. The calibration facility specializes in correctly calibrating new vehicles equipped with advanced safety systems, known as advanced driver-assistance systems (ADAS). In addition to an ADAS overview, the group was treated to a demonstration.

“Changing a wheel package from the standard OE size or installing a six-inch lift changes the ride height,” Boyer noted. “The Hansen team simulated a 6-in. lift on a ’19 Toyota Tacoma. It was a successful calibration and a great day, with a lot of engagement, a chance to network and to look at all the opportunities that are added value with a WTC membership.”

Founder of DUB, Myles Kovacs (right), interviewing WTC Chairman Tyson Boyer (center) and WTC Chair-Elect Todd Steen (left) at The Stage debut during the 2019 SEMA Show.

The Stage Returns to Vegas

While the world gradually regains traction in the wake of the COVID-19 pandemic, WTC is already planning for an encore performance of The Stage. Debuted at last year’s SEMA Show, The Stage featured daily interviews and conversations with some of the industry’s most prominent players, thought leaders, influencers and celebrities.

Held in the Lower South Hall of the Las Vegas Convention Center, in the heart of the Global Tire Expo, the event was hosted by Myles Kovacs, publisher and founder of DUB magazine.

“The Stage was amazing,” Kovacs said. “I was lucky to be the host and interviewed about 16 different industry icons. It was such a great event, and I learned a lot from the interviews. Being in the business for more than 20 years, you’d think I know everybody. But hearing the stories, I got a new appreciation for the people in this industry and the passion they have for what they do.”

While details for this year are still in the early planning stage, Boyer said that the WTC has a roadmap.

“We continue to have conversations with Nathan Ridnouer [SEMA vice president of councils and membership] and his team, and we have established a task force,” Boyer said. “Our next steps are to identify whose voices and topics will be at the Show and the steps we need to take to ramp up. We are very excited that Myles will return as the host. He mounted an awesome job at our inaugural event last year and made it a success. He’s highly engaged and super knowledgeable, and we plan to harness that wisdom and share it.”

Stay tuned for details. In the interim, videos of last year’s interviews can be seen on various social-media channels, including the SEMA Education Facebook page, Instagram and YouTube.

SEMA Member News July 2020

By Ellen McKoy

WTC Talks Tariffs, Technology and The Stage

Attendees engaged in discussion during the WTC Open Meeting.

The Wheel & Tire Council (WTC) has long been a clearinghouse for information on trends, technology, product development and legislative and regulatory issues that affect the market segment it represents. For instance, to assist in the development of new products, the council created the WTC Wheel Measurement Database, which contains wheel measurement information on new vehicles accessible through measuring sessions held periodically at the SEMA Garage.

Other tech tools include the WTC Measuring Kit, the “Wheel Care Guide” and the “Ride Guide.” Over time, the council has also hosted sessions at the SEMA Show on topics related to import taxes, including “Tariffs, Technology and Trends” and “Legal and Regulatory: Navigating the World of Import Tariffs.”

Concerns over restrictions on steel and aluminum imports and the complexities of advanced-vehicle technology continue to be top of mind. To help members gain a better understanding of both matters and their effects on the wheel and tire segment, WTC convened an open meeting at the SEMA Garage.

Open Meeting Dives Into Tariffs

Held in late February, the meeting drew more than 40 WTC members and nonmembers. The fact-filled and interactive day kicked off with a live webinar with SEMA’s government affairs staff, which is based in Washington, D.C. Attending from that office were Daniel Ingber, managing director of government and legal affairs, and Stuart Gosswein, senior director of federal government affairs.

“Tariffs affect many industry segments, but the webinar was really focused around the whole wheel and tire segment in particular and some of the challenges we’re facing,” said WTC Chair Tyson Boyer.

During the session, Ingber and Gosswein touched on the new United States-Mexico-Canada Agreement, which replaced the North American Free Trade Agreement. They dove into the reasons why tariffs were imposed and steel and aluminum tariff issues specifically. Those discussions included two ongoing fair-trade-related federal investigations: Section 232 of the Trade Expansion Act of 1962 and Section 301 of the U.S. Trade Act of 1974.

Section 232 affords the president the ability to impose restrictions on certain imports—in this instance, an overcapacity of steel and aluminum production that depresses prices globally and may violate U.S. fair-trade practices. The purpose of the investigation is to determine the effect of the imports on national security.

Under Section 301, on the other hand, the U.S. government is required to seek to negotiate a settlement with the foreign country, either in the form of compensation or elimination of the trade barrier.

“Daniel and Stuart did an awesome job,” Boyer said. “They gave us the Reader’s Digest version of tariffs from start to current state—a better understanding of the different tiers of tariffs that went into play and a better understanding of the trade imbalance. They also highlighted SEMA’s position supporting protection of fair trade but that using tariffs hurts importers, consumers and our industry. Overall, it was a fantastic session, provided great engagement with the audience, and we’re thankful for SEMA’s support.”

The group also took a field trip to Hansen VTF Labs in nearby Anaheim. The calibration facility specializes in correctly calibrating new vehicles equipped with advanced safety systems, known as advanced driver-assistance systems (ADAS). In addition to an ADAS overview, the group was treated to a demonstration.

“Changing a wheel package from the standard OE size or installing a six-inch lift changes the ride height,” Boyer noted. “The Hansen team simulated a 6-in. lift on a ’19 Toyota Tacoma. It was a successful calibration and a great day, with a lot of engagement, a chance to network and to look at all the opportunities that are added value with a WTC membership.”

Founder of DUB, Myles Kovacs (right), interviewing WTC Chairman Tyson Boyer (center) and WTC Chair-Elect Todd Steen (left) at The Stage debut during the 2019 SEMA Show.

The Stage Returns to Vegas

While the world gradually regains traction in the wake of the COVID-19 pandemic, WTC is already planning for an encore performance of The Stage. Debuted at last year’s SEMA Show, The Stage featured daily interviews and conversations with some of the industry’s most prominent players, thought leaders, influencers and celebrities.

Held in the Lower South Hall of the Las Vegas Convention Center, in the heart of the Global Tire Expo, the event was hosted by Myles Kovacs, publisher and founder of DUB magazine.

“The Stage was amazing,” Kovacs said. “I was lucky to be the host and interviewed about 16 different industry icons. It was such a great event, and I learned a lot from the interviews. Being in the business for more than 20 years, you’d think I know everybody. But hearing the stories, I got a new appreciation for the people in this industry and the passion they have for what they do.”

While details for this year are still in the early planning stage, Boyer said that the WTC has a roadmap.

“We continue to have conversations with Nathan Ridnouer [SEMA vice president of councils and membership] and his team, and we have established a task force,” Boyer said. “Our next steps are to identify whose voices and topics will be at the Show and the steps we need to take to ramp up. We are very excited that Myles will return as the host. He mounted an awesome job at our inaugural event last year and made it a success. He’s highly engaged and super knowledgeable, and we plan to harness that wisdom and share it.”

Stay tuned for details. In the interim, videos of last year’s interviews can be seen on various social-media channels, including the SEMA Education Facebook page, Instagram and YouTube.

SEMA Member News July 2020

By Ellen McKoy

TORA Initiatives Serve a Diverse Membership

TORA members joined the networking event hosted at King of Hammers.

TORA Member Spotlight features Sara Morosan of LGE-CTS Motorsports.

Truck culture is at the heart of the Truck & Off-Road Alliance (TORA). From its earliest days as the Truck Cap Industry Association, which later morphed into the Truck Cap & Accessory Association, to its more recent identity as the Light Truck & Accessory Alliance (LTAA), the group has continually maintained a forward-thinking approach to embracing businesses that can benefit from and contribute to the success of the industry.

With that thought in mind, LTAA last year reached out to and joined forces with the off-road segment. That in turn led to the council’s rebranding as TORA, a blending of two vibrant market segments into a unified coalition.

According to TORA Chair Erika Marquez, keeping the word “truck” in the name indicated the council’s commitment to its core constituency of cap and accessory companies. At the same time, “off-road” marked both the council’s and the industry’s evolution as it aligned itself with the off-road sector.

“We want to make sure that our core membership of light-truck equipment companies continues to feel embraced while we also want to build and maintain our commitment to the off-road community,” she said. “That’s our goal.”

In looking at ways to help both groups feel connected, TORA first focused on attending various truck-centric events. In late January, the group joined desert racers and rock crawlers for King of the Hammers in Johnson Valley, California

TORA was next slated to attend the Ultimate Callout Challenge for diesel trucks in Indianapolis and the Overland Expo in Phoenix, but with SEMA travel restrictions in place through at least the end of May due to the coronavirus, all event planning was put on hold. Still, that hasn’t stopped TORA from following through with other initiatives.

Delivering Value Through Education

Council leaders engage in long-range strategy sessions each year. During the SEMA Leadership Summit last year, the TORA select committee set its sights on implementing new projects designed to enhance the value of membership. For starters, they zoomed in on education.

“When putting our plans together for 2020, the select committee agreed that it was important to find ways to offer additional value to our members,” Marquez said. “We decided that offering some education forums was important to building both value and community.”

For insight into topics that might be of interest, TORA conducted an online member survey.

“We asked what their primary educational interests were as light-truck and off-road professionals,” noted Sherry Kollien, chair of the council’s education and technology subcommittee. “We got back four categories: business operations, marketing, social media and advanced-vehicle technology, which encompasses advanced driver-assistance systems.”

Interestingly, those were the same categories the select committee already had in mind.

From a technology standpoint, TORA is working with SEMA Garage staff to help members gain much-needed information and a better understanding of how to navigate and adapt to the complexities of advanced driver-assistance systems. Kollien noted that TORA is also working collaboratively with the Emerging Trends & Technology Network.

TORA also plans to present educational forums during the SEMA Show. As of press time, two sessions were on tap. First up was a panel discussion titled “More Than Just Jeeping: Other Ways People Go Off-Road.” Slated for Wednesday, November 4, the session will include shop owners, auto journalists and influencers who will talk about the ever-expanding off-road segment and how to capitalize on new opportunities.

An Off-Road Builders Panel, powered by TORA, is scheduled for Thursday, November 5. The session will feature manufacturers and builders and offer insights into trends, identify market opportunities and address the realities of custom and performance builds.

While noting that TORA is still exploring ways in which to address the other categories of interest, Kollien encouraged members to continue offering feedback.

“The value of the education and technology subcommittee for TORA members is that we are able to provide the information they’re looking for to help their businesses flourish by being involved and giving feedback,” she said.

Spotlighting Volunteers

TORA also aims to build a sense of community and enhance the value of council participation through recognition of members who take the time to volunteer, but for TORA, volunteerism extends beyond the select committee to include more than a dozen members at large who have stepped up to the plate to help out on subcommittees and task forces.

Taking a page out of the SEMA Businesswomen’s Network and the Young Executives Network’s playbooks, TORA has launched its own version of the popular Member Spotlights. The new initiative, dubbed the TORA Volunteer Member Spotlight, will feature each of the volunteers. The spotlights will appear periodically on TORA’s Facebook page, in SEMA eNews, and in other social-media platforms.

“Because we have so many volunteers who are not on the select committee but are part of our task forces, we want to recognize and thank them for their service,” Marquez said. “All of the volunteers help contribute to the success of our programs and our council.”

SEMA Member News July 2020

By Ellen McKoy

TORA Initiatives Serve a Diverse Membership

TORA members joined the networking event hosted at King of Hammers.

TORA Member Spotlight features Sara Morosan of LGE-CTS Motorsports.

Truck culture is at the heart of the Truck & Off-Road Alliance (TORA). From its earliest days as the Truck Cap Industry Association, which later morphed into the Truck Cap & Accessory Association, to its more recent identity as the Light Truck & Accessory Alliance (LTAA), the group has continually maintained a forward-thinking approach to embracing businesses that can benefit from and contribute to the success of the industry.

With that thought in mind, LTAA last year reached out to and joined forces with the off-road segment. That in turn led to the council’s rebranding as TORA, a blending of two vibrant market segments into a unified coalition.

According to TORA Chair Erika Marquez, keeping the word “truck” in the name indicated the council’s commitment to its core constituency of cap and accessory companies. At the same time, “off-road” marked both the council’s and the industry’s evolution as it aligned itself with the off-road sector.

“We want to make sure that our core membership of light-truck equipment companies continues to feel embraced while we also want to build and maintain our commitment to the off-road community,” she said. “That’s our goal.”

In looking at ways to help both groups feel connected, TORA first focused on attending various truck-centric events. In late January, the group joined desert racers and rock crawlers for King of the Hammers in Johnson Valley, California

TORA was next slated to attend the Ultimate Callout Challenge for diesel trucks in Indianapolis and the Overland Expo in Phoenix, but with SEMA travel restrictions in place through at least the end of May due to the coronavirus, all event planning was put on hold. Still, that hasn’t stopped TORA from following through with other initiatives.

Delivering Value Through Education

Council leaders engage in long-range strategy sessions each year. During the SEMA Leadership Summit last year, the TORA select committee set its sights on implementing new projects designed to enhance the value of membership. For starters, they zoomed in on education.

“When putting our plans together for 2020, the select committee agreed that it was important to find ways to offer additional value to our members,” Marquez said. “We decided that offering some education forums was important to building both value and community.”

For insight into topics that might be of interest, TORA conducted an online member survey.

“We asked what their primary educational interests were as light-truck and off-road professionals,” noted Sherry Kollien, chair of the council’s education and technology subcommittee. “We got back four categories: business operations, marketing, social media and advanced-vehicle technology, which encompasses advanced driver-assistance systems.”

Interestingly, those were the same categories the select committee already had in mind.

From a technology standpoint, TORA is working with SEMA Garage staff to help members gain much-needed information and a better understanding of how to navigate and adapt to the complexities of advanced driver-assistance systems. Kollien noted that TORA is also working collaboratively with the Emerging Trends & Technology Network.

TORA also plans to present educational forums during the SEMA Show. As of press time, two sessions were on tap. First up was a panel discussion titled “More Than Just Jeeping: Other Ways People Go Off-Road.” Slated for Wednesday, November 4, the session will include shop owners, auto journalists and influencers who will talk about the ever-expanding off-road segment and how to capitalize on new opportunities.

An Off-Road Builders Panel, powered by TORA, is scheduled for Thursday, November 5. The session will feature manufacturers and builders and offer insights into trends, identify market opportunities and address the realities of custom and performance builds.

While noting that TORA is still exploring ways in which to address the other categories of interest, Kollien encouraged members to continue offering feedback.

“The value of the education and technology subcommittee for TORA members is that we are able to provide the information they’re looking for to help their businesses flourish by being involved and giving feedback,” she said.

Spotlighting Volunteers

TORA also aims to build a sense of community and enhance the value of council participation through recognition of members who take the time to volunteer, but for TORA, volunteerism extends beyond the select committee to include more than a dozen members at large who have stepped up to the plate to help out on subcommittees and task forces.

Taking a page out of the SEMA Businesswomen’s Network and the Young Executives Network’s playbooks, TORA has launched its own version of the popular Member Spotlights. The new initiative, dubbed the TORA Volunteer Member Spotlight, will feature each of the volunteers. The spotlights will appear periodically on TORA’s Facebook page, in SEMA eNews, and in other social-media platforms.

“Because we have so many volunteers who are not on the select committee but are part of our task forces, we want to recognize and thank them for their service,” Marquez said. “All of the volunteers help contribute to the success of our programs and our council.”