By SEMA News Editors

Yokohama Rubber Co. (YRC) has announced its intent to build a new consumer/light-truck tire plant at the Alianza Industrial Park in Saltillo, Coahuila, Mexico, after the YRC board has approved the plan. 

"This is a clear signal that Yokohama is committed to the North American market," said Jeff Barna, president and CEO of Yokohama Tire Corporation (YTC). "The increased production capabilities will supplement existing global capacity for tires destined for our region," Barna said. 

The modern plant, with an initial capital investment of $380 million, will be built on a 150-acre site. Construction is expected to begin in the second quarter of 2024 and the facility is set to begin production in early 2027 with a planned annual output of 5 million tires.

For more information, visit yokohamatire.com and yokohamatruck.com.

Got company news? Releasing a new product? Contact editors@sema.org.

By SEMA News Editors

Holley Performance Brands Previews 2024 Event Season

Holley Performance Brands has revealed its full schedule of experiential marketing events for 2024.

Launching in April, Holley's event season will showcase its various aftermarket verticals, the company said, including domestic musclecars, late-model truck and off-road, Euro and imports, and safety and racing.

This year's lineup features the return of flagship Holley events, including multiple Holley LS Fests, Holley Ford Festival and MoParty. Additionally, Holley is expanding its consumer engagement program to reach an even broader set of automotive enthusiasts through participation in more than 20 third-party events.

In addition to its flagship events, Holley experiences will be featured at events and trade shows throughout 2024, including a return to the SEMA Show, November 5-8, in Las Vegas, and the PRI Show in Indianapolis, December 12-14.

For more information, visit holley.com.

ASCS Names Series, Competition Directors

The American Sprint Car Series (ASCS), the Concord, North Carolina-based series, has hired Lonnie Wheatley as its new series director and Cody Cordell as competition director and leader of the ASCS Sooner region.

Wheatley has been involved in the Tulsa Shootout and Chili Bowl Nationals for more than 20 years, assisting with media needs, developing the formats, covering the passing points, and managing the efficiency of the shows.

Cordell spent the last four years as crew chief and team leader for sprint car driver Noah Gass and previously served as race director for POWRi, the midget and sprint car sanctioning body.

For more information, visit ascsracing.com.

Toyota Gazoo Racing North America Launches GR Cup eSports League

Toyota Gazoo Racing North America (TGRNA) is partnering with SRO Motorsports Group America and iRacing to launch the Toyota Gazoo Racing GR Cup eSports League.

Managed and operated by the SRO Motorsports Group America, the GR Cup eSports League will be the official sim racing league of TGRNA. Forty sim racers will have the opportunity to compete virtually at the same race tracks the GR Cup will visit this season to win a share of more than $10,000 in purse and prizes by qualifying for and competing in the league.

Each race will be 60 minutes and broadcast live on the GT World YouTube channel and SRO Motorsports Twitch.

For more information, visit grcupseries.com/esports.

Got racing industry news? Releasing a new product? Contact editors@performanceracing.com.

By Ashley Reyes

The automotive aftermarket is in a state of constant evolution, driven by new vehicle trends, consumer-spending patterns and the integration of new vehicle technologies. The new "2024 SEMA Future Trends Report," released by SEMA Market Research, is helping association members by outlining how these key areas are likely to affect the market in 2024 and beyond.

According to the report, there are more than 287 million passenger vehicles in operation on U.S. roads. More than a quarter of all registered vehicles in the United States today are crossover utility vehicles (CUVs), and by 2029, it's expected that more than 85% of new vehicles sold will be a light truck (CUV, SUV, pickup or van), of which most will be CUVs.  

Pickups, given their functionality, versatility and longevity, are commonly accessorized for off-road applications. The report finds that 62% of pickup owners buy off-road parts or take their vehicles off-road, and around 80% use their pickup for outdoor recreation uses.

"Off-road products and accessories represent a thriving segment for the specialty-equipment industry, and it only seems to be growing with more companies seeing opportunity to move into the space," said SEMA Director of Market Research Gavin Knapp. "States with off-roading opportunities like Utah, Idaho, Montana, Colorado and areas such as the Pacific Northwest are also the most popular for overlanding, which refers to a combination of remote travel, off-roading and camping."

In addition to pickups, the industry continues to see significant opportunity for both the musclecar and tuner markets. Fresh models, such as the Nissan Z and Toyota GR Supra, offer exciting new platforms for accessorization and modification.

Younger owners of classic cars are typically more willing to swap in modern comfort and performance parts rather than trying to keep everything stock, with a restomod sentiment (a type of vehicle restoration that combines a vintage car's classic design with modern technology and components). In 2022, the classics market accounted for approximately $1.81 billion in retail part sales. 

SEMA members can download the full "2024 SEMA Future Trends Report," which includes additional chapters on the industry's overall outlook, an economic forecast and state of electric vehicles (EVs) and advanced driver assistance systems (ADAS), for free at http://www.sema.org/research.

After downloading the report, register for the webinar "SEMA Future Trends: Outlook for 2024 and Beyond" on April 10, 2024, where the Market Research team will share and explain key findings from the report. Register for the webinar here.

By SEMA News Editors

SEMA News sources recently got an early look at the interior of the '25 Ford Expedition ahead of its expected debut.

According to the exclusive interior shots, the cockpit redesign will feature a sprawling screen spanning the dashboard, along with an additional screen nestled in the center stack between the HVAC vents, reminiscent of the setup in the '24 Lincoln Nautilus.

The revamped Expedition will retain the familiar rotary shift knob, now positioned on a ledge below the center stack screen, accompanied by an adjacent volume knob. Completing the ensemble of changes is a redesigned steering wheel, which has yet to be revealed. As for the exterior, insiders anticipate revisions to the front and rear fascias but no major overhauls for this full-size SUV.

Additionally, an all-electric Expedition is slated for release later in the decade, set to be a distinct model from the gasoline-powered version, according to sources. Both iterations are expected to coexist until the eventual retirement of the gasoline-powered model.

As for the official debut of the '25 Ford Expedition, specifics remain unclear, but insiders are anticipating an unveiling in the coming weeks or months.

By the SEMA Washington, D.C., office

Mark your calendars because the SEMA California Rally is back! On June 5, 2024, SEMA-member companies across the Golden State are invited to join us in Sacramento for a day of advocacy and innovation. 

This isn't just another event--it's your chance to make a real difference for the automotive aftermarket industry. From supporting cutting-edge vehicle technologies to advocating for crucial manufacturing incentives, the SEMA California Rally is where our voices turn into action.  

The rally is open to all SEMA-member companies based in California, and registration is officially live. Click here to secure your spot and for additional event details, including lodging information. 

By attending the SEMA California Rally, you're becoming a part of a movement dedicated to the growth and innovation of our industry. 

Don't let this opportunity pass you by; join us in Sacramento on June 5, and let's drive change together.  

For more information, contact Christian Robinson at christianr@sema.org.  

By Ashley Reyes

The SEMA Professional Restylers Organization (PRO) is hosting an online General Membership Meeting on Friday, March 22, 2024, at 9:00 a.m. PDT/12:00 p.m. EDT.

Automotive restylers and accessory professionals are invited to attend the event to receive new and exciting updates from the council's leadership. Attendees will discover resources for helping automotive restylers succeed in the marketplace and learn how to get more involved with PRO through volunteering.

A Q&A with the PRO select committee will follow the meeting, offering members an opportunity to provide feedback and ask questions. All current and prospective members are encouraged to attend, as it's a great way to connect with a powerful group of business leaders dedicated to enhancing the automotive restyling market.

Register here.

By Ashley Reyes

The SEMA Future Leaders Network (FLN) named Kyle Mayers, co-founder and CEO of WheelPrice, as the network's newest spotlight member. 

Get to know Mayers in his interview with SEMA News below. 

SEMA News: What is the best advice you have ever received?  

Kyle Mayers: Speak your mind, even if your voice shakes. 

SN: What keeps you in the industry? 

KM: Helping to shape and improve it for future automotive enthusiasts.   

SN: Where can you be found on a Saturday?  

KM: I can be found washing and detailing my cars. 

SN: How do you prepare for an important meeting?  

KM: I conduct as much research on the people and organizations I plan to meet with. 

SN: If you could go to lunch with one industry leader, living or dead, who would it be?  

KM: McKeel Hagerty of Hagerty Insurance. He's bringing innovation to an otherwise non-sexy industry (automotive insurance) through creating a lifestyle brand and marketplaces [as] the core business. 

Fill out an FLN member spotlight form to be eligible to be featured on FLN's social media, SEMA News and FLN member updates.  

By SEMA News Editors

Researchers at Chalmers University of Technology in Sweden have developed a new commercial truck front concept designed to significantly reduce fatal crashes in car-truck collisions. The concept features design principles that manufacturers can interpret and adapt.

"The internal design of the new truck front is aluminum honeycomb. This is a structure composed of repeating hexagonal tubes made from aluminum foil. This is ideal for a lightweight, energy-absorbing structure since around 97% of its volume is air. Aluminum honeycomb is used in many crash-test barriers to provide a distributed force and absorb energy. By changing the foil thickness, we can change the force and deformation characteristics. It also has the manufacturing flexibility needed to create 'one-of' prototypes and demonstrate 'proof-of-concept,'" said Professor Robert Thomson, division of vehicle safety at Chalmers University of Technology.

Crash tests on the new truck front were carried out by the Swedish Transport Administration, Trafikverket, and show that better truck designs can reduce passenger-car compartment deformations by 30%-60%, which reduces the risk of injury and possible death for the car occupants. Fatal crashes between heavy goods vehicles (HGVs) and passenger cars account for between 14%-16% of all car occupant fatalities in both the European Union and the United States. In more than 90% of traffic accidents involving HGVs, it is the other party who dies, usually in a passenger car, according to research. The most common accident types in these collisions are head-on crashes on rural roads and rear-end crashes on highways (the HGV drives into the rear of the car in front).

For the complete details, visit the Chalmers release here or chalmers.se/en/.

By SEMA News Editors

Legendary Companies Relocates Manufacturing, Distribution Operations

Legendary Companies has announced the relocation of manufacturing and distribution operations from its West Coast wheel manufacturing facility and distribution center, which has operated in the City of Industry, California, since 2013. 

Legendary Companies' facilities in Tennessee, Michigan, Virginia and Germany will absorb the relocated manufacturing and distribution operations.  

The announcement comes as Legendary Companies evolves its wheel company operations with plans for product line expansion, improved inventory and better customer service, the company stated.

Legendary Companies will continue to offer original and custom steel wheels for classic cars, musclecars and hot rods to its customer network, which includes domestic and international distributors, dealers and individuals, as it has for more than 25 years. It will also service the needs of the end user customer through its well-known brands Coker Tire, Wheel Vintiques and Roadster Wire Wheel. 

For more information, visit cokertire.com.

Kahn Media Adds to Team, Client Roster

Kahn Media, the Moorpark, California, public relations and marketing agency, has added to its client roster and hired three new specialists to support the company's efforts.

OE Wheels, a wheel distributor, BluePrint Engines, the Nebraska-based crate engine manufacturer, and Griot's Motors, a seller of restored and collectible cars, have all joined Kahn Media's client lineup and will have access to its array of marketing services.

Additionally, the company has hired three new employees to fill new and existing roles at the agency. Cory Sellers, a marketing and media firm veteran, has been hired into the role of business development and operations manager, while Mallorie Hendrix will oversee a team of graphic artists, photographers and videographers in the newly formed position of creative director. Daniel Ingraham, an experienced public relations and product communications professional, also joins the company as an account manager.

For more information, visit kahnmedia.com.

Got company news? Releasing a new product? Contact editors@sema.org. 

By SEMA News Editors 

Collaboration is the engine that drives innovation in the specialty-equipment market, and SEMA and the Tire Industry Association (TIA) are a prime example. The duo is leveraging their 25-year relationship to propel growth in the tire segment with SEMA Show's Global Tire Expo--Powered by TIA, one of the biggest gatherings of tire manufacturers that can only be found at the SEMA Show in Las Vegas from November 5-8.  

"SEMA's tire manufacturers are a cherished mainstay and attendee favorite of the SEMA Show each year, and we're committed to working hand-in-hand with TIA to ensure the 2024 Global Tire Expo is one of our best to date," said Mike Spagnola, SEMA president and CEO.    

"By joining the forces of our two dynamic associations, we're addressing existing barriers and developing programs and opportunities to assist with tire manufacturers' sales and marketing plans," like participating in the SEMA Show Global Tire Expo --Powered by TIA, said Dick Gust, TIA president.   

Now more than ever, the SEMA Show Global Tire Expo--Powered by TIA is the place to be if you use, sell or service automotive tires, especially as the segment recovers from a global shortage during the pandemic followed by sharp economic inflation.    

"We're cautiously optimistic for 2024; supply-chain woes appear to be coming under control and the effect of inflation and higher tire prices caused the industry to adjust to varying inventory levels," said Gust. "For tire dealers and repair shops, the short-term good news is that the age of vehicles on the road is increasing--the average is [more than] 12 years--so the demand for replacement tires and maintenance will increase.   

"We also suspect that tire prices may decline slightly as raw material prices decline. And [additional factors show] consumers are still traveling more miles by car, and electric vehicles are wearing out tires much faster [than ICE counterparts]," Gust said.    

Tire manufacturers are encouraged to reserve their spot in the 2024 SEMA Show Global Tire Expo--Powered by TIA now, as exhibitor booth space agreements are increasing. Attendees and media members can expect the usual lineup of respected and emerging tire brands.  

"Toyo Tires is proud to be well represented in the SEMA Show Global Tire Expo--Powered by TIA. It's the best place to connect with our worldwide customer base in just a few days," said Tim Chaney, vice president, marketing, Toyo Tires U.S.A. Corp. "And our Toyo Treadpass, the must-see showcase of one-of-a-kind vehicles from top builders around the country, is an excellent addition to the SEMA Show experience. We can't wait to see everyone in Vegas this year!" 

"Mickey Thompson Tires & Wheels has many accolades to hang our hat on to legitimize our status in the motorsports and automotive aftermarket industries, but one of our boldest claims is the seniority we have earned by being one of SEMA's longest-participating partners. We are proud to say we have stood by the industry through decades of ups and downs and have grown alongside it," said Heather Tausch, senior director of marketing, Mickey Thompson Tires & Wheels.   

To reserve booth space for the SEMA Show, visit here. For more information on the SEMA Show, the premier automotive trade show, November 5-8 in Las Vegas, visit semashow.com. SEMA also offers members research, training, education, manufacturing support services, legislative advocacy, group-buying discounts, networking events and more at sema.org.   

For more information on TIA, the international non-profit association representing all segments of the tire industry established in 1921, visit tireindustry.org.