RPM Act: SEMA’s efforts to pass the Recognizing the Protection of Motorsports Act (RPM Act) have been backed by unprecedented grassroots support over the past year. The bipartisan, pro-motorsports, pro-business RPM Act will clarify that it is legal under the Clean Air Act to make emissions-related changes to convert a street vehicle into a dedicated race car. It will also confirm that it is legal to produce, market and install racing equipment. The legislation (H.R. 3281/S. 2736) is sponsored by Representatives Patrick McHenry (R-NC) and Raul Ruiz (D-CA) and Senators Richard Burr (R-NC) and Jon Tester (D-MT). The RPM Act enjoys solid bipartisan support, as H.R. 3281 has 109 co-sponsors (87 Republicans and 22 Democrats) and S. 2736 has 18 (12 Republicans and six Democrats). The industry and the enthusiast community sent Congress more than 1.5 million letters in support of the bill in 2021 before SEMA commenced a phone campaign to lawmakers, emphasizing the importance of the bill being passed.
National Monument Boundaries: President Biden signed SEMA-opposed proclamations to expand the boundaries for three National Monuments, including Grand Staircase-Escalante and Bears Ears National Monuments. The size of both monuments was reduced by President Trump in 2017. Biden’s action will restore the size of the Grand Staircase-Escalante National Monument and slightly expand the Bears Ears National Monument from its size prior to reduction. SEMA will monitor the new land-management plans triggered by this action to ensure that current off-road trails are not adversely impacted. National Monument designations frequently lead to the closure of existing off-road roads and trails. SEMA supports a collaborative approach when making major land-use decisions, including input from local citizens, elected leaders and other stakeholders.
STATE UPDATE
Massachusetts—License Plates: The Massachusetts Joint Transportation Committee passed a pair of SEMA-supported bills to allow year-of-manufacture (YOM) registration plates to be restored to their original colors and designs. Vehicles registered as antique may currently display YOM plates with DMV approval. DMV regulations state that the plates must be in original condition. The bills await consideration in the House Ways and Means Committee.
Massachusetts—Antique Vehicles: The Massachusetts Joint Transportation Committee passed a pair of SEMA-supported bills to exempt older antique vehicles from the state’s annual safety inspection requirement. The bills apply to vehicles at least 50 years old registered with antique or year-of-manufacture license plates and whose owners are members of recognized antique automobile clubs. Current law requires all vehicles to be inspected every year regardless of model year, including those registered as antiques. The bills await consideration in the House Ways and Means Committee.
After two long years of waiting, the SEMA Show has finally returned. SEMA concluded its annual industry trade show on Friday, November 5, 2021, marking the first large-scale automotive show to be held since the onset of the COVID-19 pandemic began in the spring of 2020.
“The industry was clearly excited to be back in-person at the SEMA Show, both to capture business opportunities and to network and celebrate the world’s greatest collection of innovation on wheels,” said Chris Kersting, SEMA president and CEO. “Our industry was waiting to reconnect and the SEMA Show was a welcome homecoming after nearly two years apart.”
More than 100,000 attendees, 1,400 exhibitors, 1,000 Show vehicles and international media participated in the first full-facility event at the newly expanded Las Vegas Convention Center, which occupied 4.6 million sq. ft. of convention space with an additional 2.2 million sq. ft. of outdoor space.
“By any measure, the return of 2021 SEMA Show was historic, and the commitment and support of the industry for a live trade event were on full display,” said Tom Gattuso, SEMA vice president of events. “We’re extremely proud we were able to deliver exhibitors, attendees and media a truly impactful Show.”
At the 2021 SEMA Show, manufacturers unveiled new project vehicles, celebrities revealed high-profile restyles, and exhibitors showed off their latest innovations. Celebrities and their vehicles were out in force at the SEMA Show, including Ant Anstead, host of “Celebrity IOU: Joyride,” showcasing a custom ’62 Buick that had been converted into an electric car in collaboration with American actor James Marsden.
Participation by OE vehicle manufacturers continued to grow at the 2021 Show, with a variety of custom builds that were among the Show’s most talked-about attractions. Comedian Jay Leno helped unveil a ’69 Ford Mustang restoration for singer Keith Urban in the Ford exhibit, and actor Sung Kang unveiled his Datsun 240z “Safari” in the Nissan booth. Not to be outdone, Toyota introduced their “TacoZilla” Tacoma truck camper; Chevy brought their “Chevy Beast,” a concept vision of the ultimate in high-performance desert running; Mopar debuted two customized concept trucks; and Lexus hosted the North American show premiere of the new LXF Sport SUV.
The trade-only SEMA Show reunited manufacturers and buyers to experience the latest vehicle customization innovations to bring to customers in 2022. In addition, an expanded SEMA Education program delivered attendees the latest insights into industry trends, marketing concepts, trade skills and emerging tech.
A noticeable trend at this year’s SEMA Show was increased industry interest in electrification and electrified vehicles (EVs). Whether it was a modification for a new electrification or the ability to modify an ICE vehicle with a new electric motor, exhibitors and builders demonstrated the growth of the EV market. A number of EV equipment manufacturers and conversion companies were among the exhibitors in SEMA Electrified—the Show’s all-electric vehicle exhibit—including a host of EVs and products designed for modifying them or converting vehicles to electric power.
“Our industry has embraced electrification,” said Gattuso. “We saw electric vehicles and electrification products in every Show hall. Cutting-edge products and technologies you see at the SEMA Show often become standard and mainstream three to five years after debuting at the Show.”
Other SEMA Show attractions included the largest collection of Chip Foose-built vehicles featured in a special corral that highlighted some of the most influential and important vehicles created at Foose Design; a display of more than 50 off-road racing vehicles ranging from motorcycles to trophy trucks in SCORE’s Baja 1000 Experience; an exclusive West Coast Customs-edition wide-body kit on a Dodge Charger and a Dodge Challenger in the West Coast Customs Experience; and interactive driving demonstrations in the Hoonigan Burnyard Bash and the Ford Out Front exhibition.
What follows in these pages is a pictorial recap of highlights from the 2021 SEMA Show.
SEMA Middle East Trip to the United Arab Emirates and Saudi Arabia Set for March 2022
By Linda Spencer
Fees start at $4,600 for participants on the SEMA Middle East trip taking the U.S. government grant. Included is a turnkey booth at the Dubai-based Custom Show Emirates, seven nights hotel, all meals and the flight from Dubai to Riyadh. More information is available at www.sema.org/middleeast.
SEMA is organizing the first overseas business development trip since COVID-related travel restrictions were imposed with an upcoming seven-day trip in March 2022 to the United Arab Emirates (UAE) and neighboring Saudi Arabia. Once again, a delegation of SEMA-member manufacturers will head to a promising region to meet with pre-vetted trade buyers, exhibit at the region’s largest automotive-specialty equipment show and see the market firsthand.
On a typical trip (this will be SEMA’s ninth to the region), approximately half of the manufacturers participating already have customers in the UAE and surrounding countries. The other 50% are traveling to the region for the first time.
The trip is designed for both first-timers and those looking to deepen their relationships and knowledge of the market. Dan Muldowney, CEO of Motorsports Fuel and Equipment/Race Gas, participated on the 2019 trip. He enjoyed visiting the market for the first time and saw the potential for his company and other SEMA members.
“We were impressed with how enthusiastic and eclectic the car culture is in the Middle East,” Muldowney said. “We saw everything from supercars to sand buggies. If it has an engine, you will find a shop in that market that will want to make it
go faster.”
Bob Scheid, vice president of the Wharton Automotive Group, which includes McLeod Racing LLC, FTI Converters LLC and Silver Sport Transmissions LLC, used the trip to further explore a market in which it already has a presence.
“It’s a region where business relationships are built on personal relationships,” Scheid said upon returning from the 2019 SEMA Middle East trip. “For those with existing distribution in the market, traveling to the region allows for a review of relationships and time to strengthen partnerships.”
Ace Chatoo, regional sales manager and Middle East sales manager for MW Company, summed it up well: “The face-to-face meetings are invaluable in establishing customer relationships and securing a piece of the performance market in the UAE.”
This is the first in a series on the Gulf Region, which includes the Gulf Cooperation Council (GCC) countries of UAE, Saudi Arabia, Bahrain, Kuwait, Oman and Qatar. This article will focus on the UAE, a confederation of seven emirates bordering Saudi Arabia and Oman, and several factors that have led to the reported nearly $86 million in export sales from the U.S. companies participating in past SEMA trips to the region. They include:
Passion for vehicle customization and all things motorsports, resulting in a knowledge of and demand for personalization and upgrade products.
Disposable income. The UAE is one of the richest countries in the world, ranking sixth in terms of per-capita income, according to Forbes magazine. The local enthusiasts’ deep pockets allow them to buy the best of the best, and they are willing to pay for quality.
High regard for U.S.-made products. “The majority of engine, brake, suspension and other products to make vehicles in the Gulf region race-ready are coming from the United States,” said Saeed Al Marzouqi, CEO of Top Speed Performance. And Mark Whitney, owner of North Carolina-based Performance Analysis, who has traveled with SEMA to the region, said that the customers there know what they want. “The customers that come up to your booth already know your product and are so happy to see you in their market,” he said.
The enthusiast market is deep and broad, with nearly every niche found in the United States also found in the UAE, from racing (drag, sand drag, hill climbs, rallies, off-road, drifting, karting, etc.) to on-track opportunities at the world-class Dubai Autodrome and the Yas Marina Circuit, to sand drag racing at Sweihan and the Liwa Desert. Classic cars and the avid enthusiasts who own them are readily spotted at frequent meet-ups, featured at events such as the Custom Show Emirates, and just cruising down the street.
The car enthusiast market shows no signs of slowing down, thanks to a youthful population and a strong off-roading culture baked into the DNA of those in the UAE and surrounding countries. Casual enthusiasts and amateur racers as well as those competing for top money awards throughout the region look for better vehicle handling that American aftermarket products offer. Weekend hobbyists and more experienced enthusiasts can be found every Friday taking their Nissan Patrol Safaris, Land Cruisers, Jeeps, Chevy Tahoes and F-150s (and soon the ’21 Ford Bronco) out on the open desert sands. UTVs and overlanding have recently caught on in the region, with both sectors growing rapidly and consumers seeking the latest equipment to power up their sand buggies, UTVs and ATVs.
Camping equipment and RV sales is another fast-growing segment, as Friday or holiday jaunts into the desert extend for one or more nights. On any given weekend, many of the shops selling U.S. aftermarket products lead regular trips for varying degrees of enthusiast experience providing the perfect opportunity to showcase U.S. handling, suspension, performance and recovery equipment to improve the off-road experience.
The UAE and surrounding countries are one of the largest export markets for U.S.-made vehicles. The UAE is currently the sixth-largest destination for U.S. exports of new passenger cars ($1.4 billion). You will find an abundance of U.S. vehicles on the roads in the UAE and throughout the GCC countries.
Among the newest vehicles eagerly sought are the ’21 Ford Bronco and the ’21 Ford F-150. The Jeep Wrangler and large American pickups continue to attract enthusiasts. The UAE and the rest of the GCC region have very inclusive vehicle standards, accepting vehicles for sale in the market that meet U.S., Japanese, European and other national standards, resulting in UAE residents being able to choose from the abundance of U.S. vehicles on the market as well as beloved vehicles not sold in the United States, such as the Nissan Patrol Safari Y61 and the Toyota HiLux.
English is widely spoken, making communications easy.
The UAE serves as a natural gateway to the region—a sort of “Netherlands of the Middle East.”
Custom and modified cars are a common sight on many of the UAE’s roads. From the modest to the spectacular, there’s no limit to the creativity that die-hard car lovers have when displaying and modifying their vehicles with a diverse range of car kits and accessories. In a recent 2020 country guide, the U.S. government noted that, “Given high disposable income levels and an interest in classic, modified and luxury vehicles, demand for specialty performance and appearance products is likely to continue growing. U.S. companies also command a leading position in the supply of transmissions, tuning, high-performance parts and kits, steering, suspension, and brake components and parts to the UAE market.”
In addition, aftermarket parts for off-road vehicles and SUVs have good potential in the UAE. SUVs and 4x4 cars are especially popular in the UAE, and there is a high level of interest in off-road and desert driving.
The U.S. government is once again partnering with SEMA on the upcoming SEMA Middle East trip, providing financial support through grants to eligible U.S. companies to defray the cost of participating as well as expertise and technical support through briefings and the leading of trade buyer delegations from the region to meet with the SEMA companies for one-on-one meetings.
SEMA’s international department invites SEMA members to explore the potential for their products in this customizing-crazy market, where consumers are eager to obtain the latest U.S. products for classic car restoration, off-roading, racing, street performance and styling. High disposable income coupled with a passion for personalization makes this a very attractive region.
Participants on the March 2022 SEMA Middle East trip will:
Exhibit at the leading customizing show in the region—the Custom Show Emirates—in turnkey booths.
Learn about the market potential for their products in two countries (UAE and Saudi Arabia) as well as in the other Gulf countries of Bahrain, Kuwait, Oman and Qatar.
Participate in a seminar with top distributors.
Participate in an official U.S. government briefing.
Tour specialty-equipment shops in Saudi Arabia and the UAE featuring performance, off-road and styling upgrades.
Attend networking receptions.
Included are all meals, hotel accommodations, turnkey booths at the Custom Show Emirates, and the flight from the UAE to Saudi Arabia. (Flights to the UAE and home from Saudi Arabia are not included.)
Rates start at $4,600 for those taking the U.S. government MDCP grant. SEMA can assist qualified companies in accessing additional funds from many state
governments.
For more information on the SEMA Middle East trip, contact lindas@sema.org or visit www.sema.org/middleeast.
ARMO Teams With SAN, Supports Car Culture Awareness
The Automotive Restoration Market Organization (ARMO) has long provided resources to benefit members, address challenges and raise awareness of the restoration hobby. Going forward, ARMO is poised to tackle some new initiatives.
Dave Roberts (center), the 2021 ARMO Hall of Fame Inductee.
Collaborating to Preserve the Hobby
ARMO has been at the forefront on several issues affecting the restoration segment, including vehicle scrappage “clunker” laws, titling regulations and trademark licensing. With legislative issues still top of mind, ARMO plans to collaborate with the SEMA Action Network (SAN).
“A big push for ARMO will be cross collaborating with SAN,” said Chair Ben Tucker. “We believe it fits in ARMO’s wheelhouse.”
SAN was established in 1997 to unite vehicle owners, enthusiasts and members of the automotive specialty-equipment industry as a political voice to help stamp out legislative threats to the automotive hobby and pass favorable laws. SAN members have played a role in fighting to preserve enthusiasts’ rights to enjoy the hobby. Tucker sees it as an opportunity.
“We want to work more closely with SAN on legislation affecting the restoration segment,” he said. “We want to learn how we can help with resources through SEMA or ARMO.”
ARMO will also support SAN’s Collector Car Appreciation Day (CCAD) program, officially celebrated nationwide in July.
“We want to push CCAD because we think ARMO can help that program grow, which will also benefit our members and the restoration segment,” he added.
Promoting Car Culture
One of the responsibilities of the SEMA Board of Directors is to establish strategic priorities and goals to address members’ evolving needs. To help activate those initiatives, the Board has tasked councils and networks with incorporating some aspect of these priorities into their agenda. ARMO plans to wrap its arms around promoting car culture awareness, Tucker said.
“The SEMA Board has come out with a strategic plan,” he explained. “As a council, we want to focus on promoting car culture. We think ARMO is perfect for this. We’re looking to maybe rebrand some programs we’ve done in the past. Our focus is to promote car culture in general, not just the restoration side, and come up with something all SEMA councils and networks could use. Our select committee is really excited about these new projects.”
ARMO Bestows Honors
Members of the Automotive Restoration Market Organization (ARMO) took a trip down memory lane during ARMO’s musclecar-themed reception at the 2021 SEMA Show on Tuesday, November 3. The affair featured a playlist of oldies hits from the ’60s and ’70s, refreshments, beverages and an awards ceremony.
R.E.M. received the ARMO Business of the Year Award. Steve Ames was posthumously recognized as the ARMO Person of the Year, and the award henceforth will be renamed in his honor. Tray Smith of H&H Classic Parts received the IPC Award, while Dave Roberts was inducted into the council’s Hall of Fame—an honor bestowed on individuals who have enhanced the industry’s stature and contributed significantly to its growth.
Emerging Trends & Technology Network (ETTN)
ETTN Symposium to Deliver Tools, Technology and Knowledge
Since the get-go, the Emerging Trends & Technology Network (ETTN) has centered its sights on providing aftermarket engineers, product developers and programmers with essential knowhow about vehicle trends and evolving technologies. Going forward, ETTN is ramping up efforts to deliver resources to ensure members’ continued success.
“We have three major initiatives,” said Network Chair Rob Simons. “We’ll continue with our interactive Facebook Live Chats but with a more technical focus featuring individuals with an engineering or product-development background. The new simulive education series will combine prerecorded technical content with a live online broadcast featuring the instructor. But the one I’m most excited about is what we’re calling our NERD Symposium.”
The upcoming NERD Symposium at the SEMA Garage Open House will offer a variety of technical resources for ETTN members.
Lest the name conjure image of a geeky sort with horn-rimmed glasses and a pocket protector, think again. NERD is an acronym for Networking, Education, Resources and Development. The inaugural multi-day, in-person symposium—to be held in conjunction with a SEMA Garage Open House—will put the latest tools, resources and knowledge in the hands and minds of ETTN members and create a unique networking opportunity for engineers and product developers. If you are interested in the NERD Symposium, contact Nicole Bradle at nicoleb@sema.org.
Expanding Knowledge, Creating Connections
“Part of our mission is to help engineers and product developers succeed,” Simons said. “There are a lot of skills that are necessary, but there aren’t necessarily many resources to obtain those skills. We want to be the source for some of those skills.”
With that thought in mind, ETTN structured the symposium to mirror the “speed-dating” format used in the Motorsports Parts Manufacturers Council’s Media Trade Conference. In this scenario, service providers and subject-matter experts will fill the role of media, sharing expertise on such topics as emissions testing, CAD drawings, advanced driver-assistance systems (ADAS) calibration, machinery manufacturing, intellectual property, 3-D printing and more. ETTN members will choose from the list of participants and schedule meetings to learn about the technology behind the products and services and discuss collaborative opportunities.
In addition to the in-person meetings, the symposium will include an educational component for engineers consisting of in-depth technical training sessions to enhance their knowledge of engineering trends. The event also will include several networking opportunities, giving ETTN members a chance build valuable new connections.
“To say that we’re excited about the symposium is an understatement,” Simons said. “To be able to piggyback on the SEMA Garage Open House in Detroit, see the new ADAS and emissions labs, coordinate a measuring session and dive deeply into technical topics and network is an exceptional opportunity for ourm members.”
Hot Rod Industry Alliance (HRIA)
Chronicling HRIA’s History
Drum roll, please. The long-awaited “History of the Hot Rod Industry Alliance” is now available for the reading pleasure of Hot Rod Industry Alliance (HRIA) members.
While putting the book together was not easy, the result is a credit to the volunteer spirit that made it possible. In drawing on members’ recollections, assembling photos and documenting milestones, HRIA has memorialized the achievements of the hot-rod community, but it’s more than a chronicle of events and people. It’s a testament to the council’s evolution and a guiding light for future generations.
“Preserving the history of HRIA is beneficial to all,” said Immediate Past Chair Jeff Major, who spearheaded the project as chair. “When we embarked on the task of compiling our history, I learned that many members thought that SEMA started HRIA and all of the other councils. They had no idea of the true origin and evolution of HRIA. Documenting our history has allowed our story to be told and preserved.”
Preserving the Past for the Future
There are nine SEMA councils and networks. Each has a unique narrative worth sharing and preserving, which was what sparked the idea for HRIA to document its history. Dennis Overholser of Painless Performance was drafted as point person. It took two years of research—with help from many industry veterans—to go from concept to reality.
“There were many HRIA alumni who helped document the history,” Major said. “Dennis, Debbie Walls, Bill Mullins and many others played major roles, providing historical photos, documents and sharing their memories of milestones through the years.”
As HRIA Chair Danny Agosta sees it, the published history “is a marriage between paying respects to where we came from and to the people who laid the groundwork for us to have the flourishing industry we have today. I don’t know some of the people mentioned in the book, but knowing what they did is inspiring. These people made gigantic contributions, and it’s important for all of us—especially future members—to understand.”
What’s next? HRIA envisions a living document.
“As I passed the torch of HRIA leadership, I challenged all future chairs to build upon this document, to track and preserve the milestones and events that will continue to shape HRIA for generations to come,” Major said. “I encourage all councils and networks to document their origins and histories for both current and future members and the industry as a whole. While the work will be done on a council level, the entire SEMA organization and its membership will reap the benefits.”
“History of the Hot Rod Industry Alliance” is now available for the reading pleasure of HRIA members.
The 2021 HRIA Industry Awards Reception—Hail to HRIA Heroes
The 2021 HRIA Industry Awards Reception
The Hot Rod Industry Alliance (HRIA) Industry Awards Reception is a highly anticipated event for members of HRIA. It’s a place where newcomers and old-timers come to swap stories and revel in the opportunity to rub shoulders with industry legends and leaders. During the awards ceremony held at the 2021 SEMA Show and emceed by hot-rod builder Tim Strange, HRIA handed out top honors to industry icons.
Ed Capen, director of corporate partnerships for Barrett-Jackson Auctions, was presented with the Industry Recognition Award. Immediate Past Chair Jeff Major received the IPC Award. The 2021 Business of the Year Award went to In the Garage Media, publishers of All Chevy Performance, Classic Truck Performance and Modern Rodding. Industry veteran Joe Petlick was inducted in the HRIA Hall of Fame.
Motorsports Parts Manufacturers Council (MPMC)
MPMC Media Trade Conference to Build on Success of Online Platform
When Motorsports Parts Manufacturers Council (MPMC) members met for their first long-range planning meeting in 1997, they proposed a novel idea: to create a forum whereby motorsports parts manufacturers and media representatives could meet privately to talk about product launches, new technologies and other topics that would result in increased media coverage and greater consumer awareness.
Melissa Scoles
The inaugural MPMC Media Trade Expo was launched in 1998. The event drew a mere 23 manufacturers and a modest media turnout. To differentiate the program from a buy-sell trade show, the name was changed in 1999 to Media Trade Conference (MTC). Over the years, the MTC continued to expand, though manufacturer involvement was eventually limited to 100 member companies.
While the format remains unchanged, the media landscape has transformed. There are fewer print magazines and more new-media outlets (digital publications, videos, blogs, podcasts and other social-media platforms). In revving up for the 2020 MTC, the select committee began educating members on the evolving media landscape and how to best communicate message points to a new audience.
“Working with social-media influencers and other new media is different from working with a printed publication, so we wanted to help our manufacturers understand how to work with these media and identify which platforms are best to connect to their customers,” said MPMC Chair Melissa Scoles.
The effort paid off, and the intent was to replicate the success in 2021. When the pandemic put a hold on in-person events, MPMC swiveled to an online platform, which mirrored the overall look of an actual suites-hotel setting.
“We were very fortunate that SEMA staff did a great job of finding a platform that mimicked our event,” Scoles said. “It worked really well.”
So well, in fact, that this year’s three-day conference, slated for January 25–27, will again take place entirely online.
“Not only is it more affordable for manufacturers to attend on a virtual basis, but it also gives us the flexibility to lift the limit on the number of our member companies that can participate,” Scoles said. “The virtual platform also did something absolutely incredible: For the first time, we had international media. We’re excited to grow both our manufacturer and media presence this year.”
Professional Restylers Organization (PRO)
PRO Tackles Training, Salutes Influencers
After missing out on face-to-face gatherings during the pandemic, the Professional Restylers Organization (PRO) hosted a general membership meeting prior to the 2021 SEMA Show. The two-day event, held at Auto Additions in Columbus, Ohio, centered around installer training and group discussions.
PRO Chair Josh Poulson (left) and Chair-Elect Colby McLaughlin at the PRO general membership meeting.
Attendees were divided into two groups. Technicians participated in hands-on training led by Katzkin, Brandmotion, LLumar, Champion and Auto Additions trainers. Select-committee members and members-at-large met to share ideas and discuss everyday issues.
“The meetings went well,” said PRO Chair Josh Poulson. “The first gave technicians a chance to learn different skills and best practices. Manufacturers loved it because they could come to one shop and train several people at one time, and the second group gave shop owners and managers a chance to talk about what PRO is working on and the challenges we’re facing.
“We talked about hiring and retaining employees, challenges with product and vehicle-inventory shortages and how we’re overcoming some of the those. We even came up with a new idea of how PRO could work with SEMA to recruit employees. It was productive, and we want to do more of these events.”
“The event was a huge value add for being a member of PRO,” added Chair-Elect Colby McLaughlin. “Part of being involved with PRO is working collectively, making sure we’re moving our industry forward.”
Celebrating Achievements and Craftsmanship
These three examples from the second annual 2021 SEMA Show PRO Cup Challenge spotlighted restylers’ craftsmanship and creativity.
In keeping with tradition, PRO put its best foot forward during the SEMA Show, showcasing creativity and design skills and highlighting the achievements of leaders and influencers. PRO presented four awards during its industry reception.
Specialty Auto Treatments/SAT was chosen Restyler of the Year. Trim Illusion earned accolades as Manufacturer of the Year. Rod Bennett of Chrome Enhancements received the Nat Danas Person of the Year Award, named after the late founder of Auto Trim & Restyling News.
The Jim Borré Lifetime Achievement Award, named in remembrance of the late PRO chair and SEMA Hall of Famer, was bestowed posthumously on Joe Johnston, founder of Tops & Trends. Borré’s daughter and son-in-law, Aimee and Scott Duff, were on hand as Johnston’s wife Betsy accepted the award.
“Joe was a trailblazer, a pioneer who set the standard for restylers across the country,” Poulson said. “With Joey, the second generation, and Betsy, Joe’s legacy
lives on.”
But the awards ceremony wasn’t the only event to highlight council members’ accomplishments. The second annual PRO Cup Challenge spotlighted restylers’ craftsmanship and creativity. The competition is aimed at showcasing vehicles upfitted with easily replicated styling packages that other restylers can reproduce locally to spark dealership sales and profits.
The seven accessorized entries ran the gamut from a VW Atlas, a Ford Bronco and an F-150 to a Kia Sorrento and Telluride, a Chevy Silverado and a Gladiator. The 2021 PRO Cup Challenge Winner was the ’22 Volkswagen Atlas package built by DPS Automotive. Automotive Concepts took the 2021 Fan Favorite award with their ’21 Ford Bronco package. The display drew crowds of enthusiastic Showgoers to the PRO booth in the West Hall.
The Women’s Leadership Forum is an in-person event for women in the automotive industry designed to provide focused education, help create lasting relationships among peers, while instilling the leadership skills to help them thrive and advance in their careers.
Empowering women in this field enhances the company’s culture, has proven success to advance the company and creates mentorships to guide our future generations.
Professional-Development Resources
A few years ago, SBN proposed a women-centric forum that it intended to launch in 2020. The concept included a CEO/leadership retreat plus professional-
development workshops and networking events for women in entry-level and middle-management positions.
When the pandemic scuttled the idea, SBN launched a virtual webinar series. Sessions were segmented into tracks defined by job category. Current offerings are more inclusive.
The new format includes 11 sessions on a range of career-building topics as well as professional growth topics and designed for all SBN members, noted Chair Cathy Clark.
“Our previous tracks were categorized primarily by job,” she said. “This year, we’ve approached it differently. We want all SEMA members to be able to join in and take advantage of SBN’s resources to help advance their careers.”
High-Impact, Women-Centric Forum
A 2021 SEMA Show Education seminar panel, powered by SBN.
Mastering essential skills is crucial to success in any career. Whether aiming for career advancement or to improve current capabilities, the inaugural SBN Leadership Forum will help women in leadership positions leverage their knowledge and skills to become more effective leaders.
The two-day educational and networking event will focus on refining leadership skills and community building. The robust content will help participants create and build skill sets through education, mentorship and small group discussions. Emphasis will be placed on inspiring leadership and creativity, fostering a sense of community among SBN members, and deepening their commitment to SBN and SEMA.
“SBN has always focused on giving our members tools and resources to improve their careers and navigate challenges,” said Immediate Past Chair Lana Chrisman, who was SBN chair when the retreat concept was first proposed. “The Leadership Forum is a great opportunity for women leaders to expand their knowledge and build relationships with other women in the industry.”
Community-Building Opportunities
Last year, SBN co-hosted a networking mixer at the Keystone Big Show in conjunction with the Truck & Off-Road Alliance (TORA) and the Young Executives Network. SBN will collaborate this year with other SEMA groups at the Grand National Roadster Show, the King of The Hammers, the Keystone Big Show and the Easter Jeep Safari.
“At the Keystone show last year, we had such success partnering on a mixer with TORA that we decided to do additional regional events this year where women would already be congregating,” Clark said. “We’ve chosen ones where there will be other councils and networks we can team up with to have more successful events and continue to build our community.”
SBN Hosts Gear-Up Girl Event
Theresa Contreras
The SEMA Show offers an ideal platform to bring together female professionals at the SEMA Businesswomen’s Network’s (SBN) networking event entitled Gear-Up Girl. The gathering gave female automotive students and young businesswomen a chance to connect with seasoned female professionals.
SBN also singled out two high-achieving women in the automotive industry.
Katie Lyons, a mechanical engineering student at Iowa State University, received the Jessi Combs Rising Star Award, named after the late race-car driver. The award honors a woman under the age of 30 who has made significant strides in the advancement of her career.
Theresa Contreras, chief creative officer of LGE-CTS Motorsports, was named SheIsSEMA Woman of the Year. An industry veteran with a long list of accomplishments, Contreras was selected for her leadership, knowledge, expertise and management abilities as well as for mentorship and active involvement in the
industry.
Truck & Off-Road Alliance (TORA)
TORA Networking Events to Target Key Regions
Last March, the Truck & Off-Road Alliance (TORA) co-hosted a successful cross-council mixer with the Young Executives Network (YEN) and the SEMA Businesswomen’s Network (SBN). The event was held during the Keystone Big Show.
Last March, the Truck & Off-Road Alliance (TORA) co-hosted a successful cross-council mixer with the Young Executives Network (YEN) and the SEMA Businesswomen’s Network (SBN).
It was TORA’s last in-person gathering until autumn, when the council again teamed with YEN to co-host mixers at two off-road adventure events: the Overland Expo West in Flagstaff, Arizona, and the Overland Adventure Festivus in Big Bear, California. The goal of these events is to give members—and potential members—a chance to engage with like-minded colleagues while learning about council and network resources and volunteer opportunities. With that in mind, TORA plans to expand its regional show participation throughout 2022.
“Our initial plan was to do six networking events yearly, but we were unable to accomplish that over the last two years,” said Troy Wirtz, council chair. “This year, we’ll spread them out in different regions of the country so that we have more opportunities to meet new people, talk about issues and tell them about TORA.”
What’s on Tap
TORA looks forward to kicking off 2022 by returning to the King of the Hammers.
To kick off 2022, TORA will return to the King of The Hammers in the barren California desert. The off-road race event, slated for early February, draws thousands of enthusiasts and industry players, creating an ideal backdrop for a cross-council meetup with SBN.
TORA will return to Dallas in March for the Keystone Big Show. According to Wirtz, TORA will collaborate again with SEMA networks.
“The networking event at the 2021 Big Show was very successful,” he said. “We had a great turnout. The partnering aspect has been beneficial, and we are looking forward to the meetup.”
In April, TORA will host a mixer at the Easter Jeep Safari in Moab, Utah, and other meetups are in the works. Though the specifics are not finalized, possibilities include an activity at the new SEMA Garage in Detroit and a tie-in with an off-road or truck-related event.
“Our membership is very diverse, so it’s important to be inclusive of the truck-
accessory and off-road aspects of it,” Wirtz said. “We want to bring our TORA members together to shoot the breeze, make new contacts, meet our select committee and encourage them to get involved.
TORA looks forward to kicking off 2022 by returning to the King of The Hammers.
TORA Toasts Award Winners, Supports SEMA Cares
(L–R): Matt Reasoner, Kathryn Reinhardt and Troy Wirtz at the TORA Reception at the 2021 SEMA Show.
For members of the Truck & Off-Road Alliance (TORA), the council’s awards reception at the 2021 SEMA Show in Las Vegas was a long-overdue celebration of a vibrant industry segment. The reception was held on Wednesday, November 3, on the outdoor terrace of the Las Vegas Convention Center’s West Hall, where guests savored refreshments and beverages and cheered winners of the Pinewood Derby, a at the fundraiser supporting SEMA Cares.
During the awards ceremony, Bill Silva of Tri-Country Tops was named TORA Retailer of the Year in recognition of accomplishments within his community. Kathryn Reinhardt of 4Wheel Parts received the Jessi Combs Ambassador Award, named in honor of the late race-car driver. The award salutes an individual who has made an outstanding contribution to or impression on the light-truck and off-road industry.
Top honors went to industry veteran Kelly Kneifl. Kneifl, COO of Truck Hero, was inducted into the TORA Hall of Fame, which honors exceptional achievements on a national/international level that have enhanced the stature of and significantly contributed to the growth of the light-truck accessory industry.
Wheel & Tire Council (WTC)
WTC Underscores Value of Education, Engagement
The Wheel & Tire Council (WTC) presented The Stage in the South Hall Members Lounge at the Las Vegas Convention Center during the SEMA Show. The event featured twice-daily sessions moderated by WTC select-committee members. Speakers representing a cross section of the aftermarket addressed various topics, launching new products, e-commerce strategies, regulations and advanced driver-assistance systems (ADAS) technologies.
According to WTC Chair Todd Steen, the event was designed to deliver value to a diverse audience.
“I believe that everything we do should bring value to our members through education,” Steen said. “I have a cheat sheet that reminds me that manufacturers, reps, retailers, jobbers, mobile installers and even auto dealerships are part of our council or are potential members. Our intent was to come up with topics that could benefit everyone.”
WTC hosted its annual reception in the Members Lounge to attract all exhibitors and members to this can’t-miss event. At the reception, Tyson Boyer was presented with the Immediate Past Chair Award. During the industry reception that followed, members gathered for an evening of good fellowship.
Tyson Boyer (left) received the WTC Immediate Past Chair Award in honor of his significant contributions and outstanding dedication to the growth and progress of the wheel and tire industry.
Engaging Through Education and Networking
WTC also keeps members informed and engaged in other ways. Having succeeded with a virtual wheel and tire track series, the council now plans a broad-brush approach.
“Virtual education will be more spiderweb-like than siloed,” Steen said. “We’ll address tires and wheels but also some of the things we’re facing. How can we help people with marketing or with tire and wheel tools, or how does ADAS affect tires and wheels? Whether it’s from a technical, safety or training standpoint, the intent is to keep people abreast of what’s going on in the industry.”
Networking is also top of mind at virtual events and in-person gatherings, including game nights or craft beer and wine tastings.
“Whether they’re motorsports or industry events, the fact that so many people are there or interested in going, we don’t want to miss the opportunity to meet up,” Steen said. “Crowds breed an interest in what’s happening, and the value lies in meeting like-minded people with a shared passion and getting involved. We need to re-engage. We haven’t been networking, so we have to revitalize that effort, because when we re-engage, we reactivate and retain members and we recruit.”
Young Executives Network (YEN)
YEN Teams With Dale Carnegie to Present Professional Development Training
Soon after Nick Caloroso joined The Retrofit Source as national sales manager, then-CEO Brian Reese enrolled him in a 12-week Dale Carnegie leadership training program designed to help up-and-coming professionals develop the knowledge and skills to build relationships and advance their careers.
Nick Caloroso
“I was inspired by the course,” said Caloroso, chair of the Young Executives Network (YEN). “Being identified as an emerging leader incentivizes you to remain in the industry and work hard to justify the investment—not to mention the skills you get to put into practice right away. It’s made a huge difference in my career.”
His experience, shared with fellow YEN select-committee members and SEMA staff, motivated YEN to craft a proposal to offer a condensed version of the Dale Carnegie program to its members. Greenlighted by the SEMA Board, YEN’s Professional Development Training program aims to provide aspiring leaders within the YEN membership with an opportunity to grow and thrive in the aftermarket through in-person learning experiences.
Cultivating Youth Talent, Aligning With YEN Mission
Last April, SEMA brought together key stakeholders—YEN select-committee members and members-at-large, SEMA Board members and staff—who participated in an online focus group. During the session, facilitated by a Dale Carnegie trainer, the group identified essential program elements aimed at cultivating young talent in the industry.
The inaugural YEN Leadership Conference is slated to kick off at the SEMA Garage in Diamond Bar, California, Thursday, March 24, 2022, and Friday, March 25, 2022. The two-day event is open exclusively to YEN members employed by SEMA-
member companies. Attendance is limited to 25 participants.
Program content will be tailored specifically for the conference. It will cover multiple leadership skills in an interactive format designed to introduce concept with practice and coaching for application in the workplace. The conference will also feature an evening networking activity.
To encourage member companies to enroll their employees, SEMA is subsidizing a substantial portion of the cost. Member companies will be charged a nominal fee of $800 per person to cover the cost of hotel accommodations.
“We are very excited to offer this program to YEN members,” Caloroso said, noting that there are plans to host conferences at the SEMA Garage in Detroit as well as at the Performance Racing Industry Show in a lead-up to a graduation certificate ceremony to be held during the YEN Reception at the 2022 SEMA Show.
“The YEN Professional Development program aligns perfectly with our core mission to help develop the next generation of industry leaders,” Caloroso said. “To be able to partner with Dale Carnegie carries tremendous weight, and the networking event is another value-added component. It’s a benefit to the member, to the business and to the industry. It’s a win-win for everyone. As chair, I’ve hoped to have an answer to, ‘What does YEN do for me?’ This is how we answer that question.”
If you are interested in this training program, contact Denise Waddingham at deniselw@sema.org.
Young Executives Network Lauds Leaders
Oracle Lighting was honored with the Vanguard Award.
On Tuesday, November 5, members of the Young Executives Network (YEN) gathered at the Renaissance Hotel garage rooftop to network and celebrate at their first in-person gathering at the SEMA Show since 2019. YEN used the occasion to salute two network notables: Oracle Lighting and Rory Connell.
Oracle Lighting was honored with the Vanguard Award, presented in recognition of the company’s positive effect on a young executive’s career within the automotive industry.
Rory Connell of Advanced Accessory Concepts, a former YEN chair, received the Young Executive Award in honor of his positive impact on the industry and exceptional service, integrity, professional growth and ethics.
Photography: Eric Rickman, Petersen Publishing Company Archive
A feature story in the August 1960 issue of Hot Rod showed off two “sharp Fords” that had been customized by “lucky owner” Ron Coleman. The ’32 five-window coupe and the ’51 coupe provide a nice snapshot of styling trends that were popular in the late ’50s and early ’60s.
Eric Rickman photographed the cars, Coleman and his wife in April 1959. This photo, which served as the story’s lead image, “indicates that the Coleman family is pleased with their double answer to transportation problems.”
Coleman spent five years shaping the ’51 Ford into a custom hardtop. He chopped the roof—4 in. off the front pillars, 6 in. off the rear—shaved all the exterior handles, and grafted on rear fenders from a ’53 Oldsmobile 98. Chrome trim was kept to a minimum: He installed a “simple, uncluttered” ’53 Dodge grille up front and a single trim spear down each side of the car. The stock bumpers were reused, with a Kaiser bumper guard added to the rear bumper.
The only work Coleman didn’t do himself was to the coupe’s paint and upholstery.
“Amply pleated interior is finished in gold and white Naugahyde, blending with the lime-gold lacquer finish,” the article explained to readers looking at black-and-white images. This car “was a more costly job than the ’32,” costing Coleman “$1,000 in custom work.”
The Deuce, by comparison, set Coleman back $200 to buy and $600 to modify. The cost of the car was pretty cheap, even in the late ’50s, but that may have been due to its condition.
“The previous owner had channeled the body 10 in. but had allowed rust to penetrate the lower panels,” requiring “extensive body repair” on Coleman’s part. Matador Red lacquer dressed the finished body, and the interior was trimmed in red and white and fitted with a ’40 Ford dashboard. Under the louvered hood was a ’48 Mercury Flathead V8, “mildly modified via Edmunds cam, Evans 8.5:1 heads, enlarged and polished ports and two Stromberg 97 carburetors.”
The feature identified the Colemans as being from the Southern California city of Covina, yet the style of the five-window, with its deeply channeled body, stock roof height and bobbed fenders, looks like it was influenced more by East Coast hot rods than those done in the West, where the unchanneled high-boy was more popular. It does make for an interesting contrast with the radically chopped ’51, though.
Keith Urban’s ’69 Mustang Revealed at the 2021 SEMA Show
Built Through Industry Partnerships, the Car Is Classic, but the Drive Is Modern
By Fredy Ramirez
Keith Urban couldn’t help but sit in the Mustang as he thanked all the people involved with the project.
Vehicle reveals are always special events at the SEMA Show, with car covers flying off throughout Show Week. Among the many exciting builds for the 2021 Show was a ’69 Mustang restomod project owned by four-time Grammy award winner and multi-platinum artist Keith Urban, and built by the SEMA Garage. The build was made possible through a partnership with Ford Motor Company, Jay Leno and numerous SEMA-member companies.
“A build starts with various design ideas, led by iterations and reviews to really determine what you are after,” SEMA Garage Engineer Luis Morales said. “Understanding the end goal of the car is the main thing.”
The front facade of the vehicle is aggressive. Stratasys 3D printed the grille that was engineered by Morales, who worked with the design team at Ford. The design took inspiration from the ’21 Mustang Mach 1. Dynacorn provided the exterior body paneling for the restoration, and Santini Paint and Body received paint from PPG for the one-off color. The custom-formulated Mariana Blue paint reflected brilliantly as thousands of Show goers watched the cover come off and Urban got his first look at the car in more than two years.
“When the Ford Design Studio was asked to be involved in the project, they had just put the finishing touches on the ’21 Mustang Mach 1, and it was top of mind when they were looking at some of the early images of Keith’s car,” said Ford Future Electric Vehicles, Vehicle Platform Director Dave Pericak. “Specifically, the completely new upper grille design, air dam and wheels were some of the key signature elements that you will see have a direct tie to the 2021 Mach 1.”
Carbon-fiber accents can be found all over the car, thanks to Anvil Auto. The look is brought together by Forgeline wheels that took some design cues from the ’21 Mach 1.
Beneath the hood, which is held up by CVF Racing billet hood shock absorbers, lies a 5.0L Coyote engine with a Roush supercharger and a K&N air intake. With the newfound power came a 10R80 10-speed transmission from Ford and a new driveshaft from Inland Empire Driveline.
“This build showcases some of our most iconic Ford Performance parts like the Coyote V8 crate engine and how using new technologies like 3-D printing—as we used for the front grille—the sky’s the limit,” Pericak said. “By bringing these parts and technologies together on the Keith Urban Mustang project, the team was able to be demonstrate how a truly remarkable, no-compromise vehicle could be built.”
The build team tackled the suspension by installing parts that provide a smooth ride and great handling whether at the track or taking a drive downtown. Heidts’ Pro-G complete front and rear subframes and suspension made the vehicle perform like a sports car, with the triple adjustable dampers from Bilstein bringing it altogether. One of the key features on the vehicle is the subframe kit, which allows for an all-around independent suspension, Morales said. The Mustang also runs Wilwood’s six-piston disc brakes in the front and four-piston discs in the rear.
Aeromotive provided the fuel system to handle the upgraded powertrain, and Vintage Air included the AC/heating unit to maintain the interior comfort, further enhanced with DEI heat and soundproofing. Dyme PSI fabricated the custom fuel and cooling hoses, while C&R Racing provided the complete cooling package. The build also features custom Borla headers and exhaust, paired nicely with the components under the floorpan.
“The Mustang is a car that exemplifies what all enthusiasts desire—performance, iconic design and the ability to personalize, which is what the SEMA Show is all about,” Pericak said. “Of course, this car needed a lot of help and working with the folks at SEMA Garage, Ford Design and the Ford Performance team, we were able to create a work of automotive art worthy of the stature Keith Urban brings to the car and worthy to be a centerpiece project for the SEMA Show itself.”
The interior is just as unique as the rest of the build. Distinctive Industries handled the upholstery, while Holley/Drake Automotive and Daniel Carpenter took care of the rest. The modern drivability is most obvious from the electric steering system provided by EPAS Performance. BCR Motorsports wired all of the electronics, including the instrument panel provided by Dakota Digital.
(From left) Wesley Simpkins, Luis Morales, Gary Pis and Joseph Moreno led the charge at the SEMA Garage to tackle Keith Urban’s ’69 Mustang, with the help of SEMA-member companies.
The efforts of many SEMA-member companies and the SEMA Garage came together for this build, which resulted in this beautiful restomod. The SEMA Garage expressed thanks to Ford Motor Company and all the SEMA-member manufacturer partners that brought the vehicle’s limitless possibilities to life.
“I really don’t have words for it,” said Urban. “I think the whole team has done the most miraculous job on taking on something that probably should’ve been scrapped.”
The 2021 SEMA Show clearly indicated that a large portion of our industry values an event that provides face-to-face contact, innovative new products, networking, and the opportunity to renew its love affair with the automobile. Congratulations are due all around, and especially to those who worked through obstacles and overcame uncertainties in order to make the 2021 Show their priority.
Our immediate feedback was that the Show was populated by quality attendees who came to do business, and that conversations were less rushed, leading to more meaningful interactions. To the extent that our industry is about people and relationships, this year’s Show was an especially refreshing opportunity. The new West Hall facility at the Las Vegas Convention Center allowed exhibitors much-needed space, and the upgraded infrastructure was welcome. As usual, the Show also provided indications of emerging trends and a look at what might unfold in the future.
One evident trend is the continuing development of electric propulsion and the related innovations of the specialty aftermarket at this year’s SEMA Show. There were dozens of electric vehicles on the Show floor, along with new companies and products that illustrated intriguing new possibilities ranging across the spectrum.
As to how the electrification trend will unfold, opinions are varied. The narrative prevalent in the media today often pits electrification against the internal combustion engine (ICE). This depiction is often either/or, with internal combustion engines portrayed as the undesirable factor that will be ushered off the road within the next decade. SEMA doesn’t agree with this narrative. The idea that gas versus electric is a near-term, zero-sum game, a black-or-white proposition, is not supported by a host of challenges, including infrastructure hurdles and large-scale adoption realities that will lead to more evolution than revolution. And that means gas-powered vehicles will be an important portion of the vehicle mix for many years to come.
Indeed, those who attended the SEMA Show saw that the golden age of internal combustion horsepower continues, with better fuel efficiency and lower emissions than ever before. We also saw stunning 1,000hp crate engines that run on pump gas and a glimpse of the ingenuity and innovative direction the performance aftermarket is taking—for example, a 500hp hydrogen-burning ICE that puts out zero emissions. These and many other examples and insights lead us to anticipate that the internal combustion engine will be a part of the solution toward reduced emissions in a mix with plug-in electrics, hybrids and fuel cell vehicles.
That said, the characteristics of electric powerplants have begun to spawn excitement and innovative thinking in the SEMA world as well. We now have bona-fide electric performance products, including a variety of electric crate motors suitable for all kinds of custom projects. As more electrified vehicles enter the marketplace, there will be many new opportunities to improve and accessorize. SEMA looks forward to being at the forefront of efforts to help our industry members capture these opportunities.
Another conspicuous trend was the continued growth in products catering to the off-road lifestyle. There were aggressive 4x4 concepts galore as well as all manner of custom rigs to engage the overlanding community. The growth in products aimed at making self-contained adventure travel possible has been particularly impressive.
Looking ahead to 2022, we can expect international borders and marketplaces to continue to open. That will mean the return of international buyers to the SEMA Show, re-establishing the pipeline to overseas markets with pent-up demand for American products. Coupled with the success of this year’s SEMA Show, the industry’s strong marketplace over the past 18 months and an eagerness to enjoy the explosion of automotive passion that is the SEMA Show, we see strong reasons for a very promising outlook for next year’s event.
Highlights From the 2021 SEMA Show Industry Awards Banquet
By Mike Imlay
The 2021 SEMA Industry Awards Banquet was a testimony to grit, determination and greatness. Fittingly, it culminated with the live selection of the year’s SEMA Launch Pad winner. Comedian Adam Ferrara (second right) hosted the final round between contestant Tom Sawarynski (left) and ultimate winner Dustin Woolf (right).
The return to a live SEMA Show just wouldn’t have been complete without the specialty-equipment industry’s celebrated SEMA Industry Awards Banquet. Traditionally held Thursday night at the Show, the annual gathering honors industry innovators, volunteers and personalities who make significant contributions toward the advancement of the specialty-equipment industry.
The night’s theme for 2021 was “Unleash Your Greatness,” with automotive television and podcast personality Kevin Oeste and motorsports announcer Jarod DeAnda emceeing the November 4 gathering at the Westgate Las Vegas Resort & Casino.
SEMA President and CEO Chris Kersting
The first in-person Industry Awards Banquet in two years, the gala drew 2,500 automotive icons, professionals, supporters and celebrities. Comedian Adam Ferrara served up the main entertainment and additionally hosted the big onstage finale to the SEMA Launch Pad competition, which was recorded for later TV broadcast. The final round saw Tom Sawarynski of Off-Road Research and Dustin Woolf of Woolf Pack Racing delivering their product “elevator pitches” to the audience, which then selected Woolf as the 2021 Launch Pad winner. (See p. 74 for an in-depth look at the Launch Pad
competition.)
Of course, the evening’s central focus was the presentation of industry awards across a variety of categories, including Gen-III Innovator of the Year, Warehouse Distributor of the Year, Manufacturer of the Year and SEMA Person of the Year. There were also salutes to SEMA 2021 Hall of Fame inductees Carl Schiefer, Rick Love, Bob Moore and Jessi Combs.
SEMA Chairman of the Board James Lawrence
The evening’s many honorees are featured in these pages, with Sara Morosan of LGE-CTS Motorsports, recipient of the SEMA Person of the Year award, set to be profiled separately in the February issue of SEMA News.
Setting the Night’s Tone
Following musical performances by Patrick & The LV Band and a stirring delivery of the national anthem by the Voices of Service choral group, SEMA President and CEO Chris Kersting (above) addressed the banqueters. Kersting touched on the tremendous evolutions reshaping the industry.
“COVID has forced us to experience a huge amount of change,” he said. “That’s probably a good thing, because our industry and the world around us are changing faster than ever before—and in some important ways. We’re going to need to embrace change to be able to grow and thrive.”
Kersting surveyed industry strides in performance, zero-emissions and electrification technologies, youth engagement, and political outreach. Citing several examples of SEMA members working to bring innovations about, he concluded: “So there you have some great inspiration. And we can all ask ourselves, ‘How can I be a change agent, a leader toward a successful future?’ I can’t think of a better way than being a leader for change.”
Revving Up the Industry
Taking the stage, SEMA Chairman of the Board James Lawrence (above) delivered an address celebrating industry greatness, grit and determination.
“We are so blessed to be here at the SEMA Show,” Lawrence said. “Many times over the last two years, the idea of getting our industry together again seemed so far away. It’s so simple, but tonight we really should celebrate just being together, being able to talk about cars, trucks, off-road engines and drag racing, [and] who has the coolest new parts and who created the most awesome new build.”
Commenting on the transformative point at which the industry finds itself, Lawrence observed, “In many ways, automotive performance and technology have never seen more greatness.” But, he added, the industry currently faces a number of challenges, such as misguided regulations, technological and societal changes, and other market pressures. Nonetheless, Lawrence expressed confidence in SEMA’s ability to race toward the future, mobilize consumer enthusiasm, and further revolutionize the automotive industry.
“The car is our life. It’s our family. It’s in our blood,” he said to applause.
President’s Service Award
Kersting led off the evening’s award presentations with a tribute to the Tire Industry Association (TIA).
For 25 years, TIA and SEMA have partnered to present the Global Tire Expo at the SEMA Show. In addition, TIA recently marked its 100th anniversary, while TIA CEO Roy Littlefield (pictured speaking above) announced his retirement after 40 years of service to the tire industry. In gratitude for TIA’s many industry contributions, Kersting welcomed Littlefield to the stage along with TIA Board Secretary Keith Jarmen to receive the SEMA President’s Service Award.
As the evening progressed, the accolades for other individuals, innovators and companies came one upon the other.
SEMA Manufacturer of the Year: Oracle Lighting
At just 17 years old and without capital, Oracle Lighting founder Justin Hartenstein began business in his garage in 1999 developing custom lighting solutions. Consumer demand led to organic growth, and Oracle Lighting has emerged today as a leader in aftermarket automotive lighting accessories. The company employs more than 30 full-time team members and carries a line of nearly 10,000 unique and innovative LED lighting products.
Moreover, under the supervision of Tiffanie Hartenstein, the company’s CEO and co-founder, Oracle Lighting has seen 10 sustained years of growth, achieving nine appearances on Inc. magazine’s 500/5000 list of the nation’s fastest-growing small businesses.
Tiffanie Hartenstein (above, second right) accepted the award on the company’s behalf. Runners up in the manufacturer’s category were CSF Racing & High Performance and KW Automotive.
Warehouse Distributor of the Year: Turn 14 Distribution
The SEMA Warehouse Distributor (WD) of the Year award recognizes a WD that stands out through operational excellence, industry involvement and developmental support to clients and staff. Outstanding customer service and expert product knowledge are also key considerations.
With three U.S. distribution centers, Turn 14 Distribution boasts ground shipping to 45% of the American population in one day, and 100% within two days. In addition, the company has stepped up its excellence in sales training and support programs to its customers throughout the COVID-19 pandemic. Turn 14 also continues to set new benchmarks for technology, strategy and disseminating important manufacturer info to improve the standards of the distribution model.
Accepting the award was Turn 14 CEO Jon Pulli. Runners up in the category were Keystone Automotive and Meyer Distributing.
Gen-III Innovator of the Year: Matt Kossoff, Chief Product Officer, Driven Lighting Group
The award for Gen-III Innovator of the Year honors an individual under 40 who pushes limits and boundaries to propel the industry forward.
Matt Kossoff (above) literally started in his basement while still in high school, inventing the world’s first commercially available projector retrofit lighting product. Realizing that the enthusiast world is built around people, he then created an online community to share his products and ideas and spark excitement among consumers. That led to acquisitions of the largest lighting-centric message forum, Facebook group and YouTube channel.
Today Kossoff is the chief product officer of the company he built: Driven Lighting Group. The company has grown into the aftermarket’s largest lighting company and continues to advance the safety and output performance of lighting.
Runners up for Gen-III honors were Justin Hartenstein of Oracle Lighting and Keith Ferry of Tire Stickers LLC/Cerebrum Tire Sensor Technology.
Sara Morosan of LGE-CTS Motorsports was named SEMA Person of the Year, one of the association’s most prestigious honors. She will be profiled in the February 2021 edition of SEMA News.
Las Vegas’ luminescent dance group Light Balance wowed attendees with its dinner entertainment showcasing neon and LED costumes.
Motorsports announcer Jarod DeAnda (left) and automotive television and podcast personality Kevin Oeste emceed the festivities at the Westgate Las Vegas Resort & Casino.
Among the 2021 SEMA Hall of Fame inductees was the late Carl Schiefer, founder of Schiefer Media. Schiefer’s son James (left) accepted the banquet honors on his father’s behalf.
SEMA 2021 Hall of Famer Rick Love (left) is well known for his passion for cars and his tireless advocacy for the association, its members and, notably, its car builders.
Also a 2021 Hall of Fame inductee, Bob Moore (right) was feted for his pioneering role in industry data, radically transforming how the industry markets product.
Jessi Combs entered the 2021 SEMA Hall of Fame posthumously. Combs’ mother Nina and her husband Chuck Darrington (left) thanked the industry for honoring Jessi.
Council and Network Awards
During the industry banquet, key honorees of several SEMA councils and networks were also recognized for their outstanding industry contributions. Council and network award recipients at the 2021 SEMA Show included:
Automotive Restoration Market Organization (ARMO)
ARMO Hall of Fame: Dave Roberts
Business of the Year: R.E.M.
Immediate Past Chair Award: Tray Smith, H&H Classic Parts
Person of the Year: Steve Ames (Posthumous)
Emerging Trends & Technology Network (ETTN)
Immediate Past Chair Service Award: Ian Lehn, BOOSTane
Hot Rod Industry Alliance (HRIA)
Business of the Year: Tim Foss, The Garage Media
HRIA Hall of Fame: Joe Petlick
Industry Recognition Award: Ed Capen, Barrett-Jackson Auctions
Professional Restylers Organization (PRO)
Jim Borré Lifetime Achievement Award: Joe Johnston, Tops & Trends
Manufacturer of the Year: Trim Illusion, Colby McLaughlin, President
Nat Danas Person of the Year: Rod Bennett, Chrome Enhancements
Restyler of the Year: Specialty Auto Treatments/SAT
SEMA PRO Cup Challenge: DPS Automotive
SEMA Businesswomen’s Network (SBN)
Jessi Combs Rising Star Award: Katie Lyons, Student, Iowa State University
SheIsSEMA Woman of the Year: Theresa Contreras, LGE-CTS
Truck and Off-Road Association (TORA)
Retailer of the Year: Bill Silva, Top-Country Tops
Truck Hero Inc. announced the appointment of Tony Ambroza as chief growth officer. Ambroza will join the company’s senior leadership team and report to CEO Bill Reminder. Ambroza will help guide the company’s accelerated growth by leading the brand marketing team and Truck Hero’s direct-to-consumer online business. He joins Truck Hero from Carhartt, where he served most recently as chief brand officer. In that role, Ambroza led the brand marketing and direct-to-consumer teams who scaled the Carhartt brand to historic levels across all segments and markets. Ambroza’s experience also includes leadership roles at Nike and Under Armour.
Truck Hero also announced the appointment of Christina Baldwin as chief human resources officer. Baldwin will join the company’s senior leadership team and report to Reminder. Baldwin will be responsible for all aspects of the company’s strategic HR initiatives as well as partner with operational and functional leaders to support organizational development and growth throughout Truck Hero’s portfolio of brands. Baldwin joins Truck Hero from Cummins Corp., where she spent more than 15 years serving in various roles, most recently as executive director of HR for the global components segment, where she oversaw global segment planning and strategic HR programs.
E.C.D. Automotive Design retained the services of racecar engineer and consultant Cody Ragone to refine the drivability and overall performance of the company’s restored classic Defenders and Range Rovers. A specialist in grand tourer sports cars and touring-car racing, Ragone has a storied pedigree with luxury race-car brands such as Audi Sport, Porsche, Lamborghini and more. He has experience in both the factory and customer racing fields and collaborated with more than 40 different teams, 17 different cars and eight different series.
Ryan Smith was promoted to director of category management for Cloyes Gear and Products. In his new role, Smith will continue to develop and grow the department with additional resources, enhance the customer line review process, and expand the company’s category management footprint to more customers. Smith joined Cloyes in December 2013 as sales and marketing coordinator, where he played a key role in the management of several regional export accounts, PER customer base and customer pricing. Smith also served as project manager lead on the production of Cloyes aftermarket tech videos. He was promoted in May 2019 to manager of special markets and category management.
ZF Aftermarket named Ben Smart its new vice president of aftermarket for Region North America (United States, Canada, Mexico, Central America and Caribbean). Smart has more than 15 years of experience in sales and marketing managerial roles across the financial, business and commerce sectors. He has been with ZF Group since 2015 and TRW Automotive prior to ZF acquisition since 2010. Most recently Smart was the head of business unit independent aftermarket, where he was responsible for driving the overall growth and strategy for the business segment in North America.
Matthias Arleth was named the new CEO and chairman of the management board of the Mahle Group. The 53-year-old automotive engineer is joining the company from automotive component supplier Webasto SE, where he was most recently vice chairman of the board of management. Arleth will take up his position at the helm of Mahle on January 1, 2022. He succeeds Dr. Jörg Stratmann, who left the group on March 31, 2021. Arleth has many years of experience in the automotive industry, both with manufacturers and with component suppliers. Arleth previously held positions with various companies, including the Volkswagen Group, where he was a development engineer and project manager with SEAT.
Pirelli Tire announced that Pietro Berardi, currently CEO of Pirelli Tire North America, is leaving the company to pursue a new professional challenge. He was replaced by Claudio Zanardo on November 1. Zanardo joins the North American team from Pirelli’s Milan headquarters, where he most served as senior vice president for Moto and Velo. Zanardo will be responsible for the car, motorcycle and cycling businesses as well as manufacturing facilities in Rome, Georgia, and Silao, Guanajuato, Mexico. In 2015, he joined Pirelli overseeing marketing and controlled retail for Region Europe until assuming responsibility for Driver Italia (Pirelli’s franchise network) in 2016. n
Lucas Oil Products announced the addition of Heather Cameron as the company’s new general counsel. In her role with the company, Cameron will advise executive management and the business teams on a variety of different matters. She will provide advice on current and future products, business processes, and legal and regulatory compliance. She will also develop and maintain corporate policies and procedures.
Link Mfg. Ltd. announced the appointment of Marco Morales to the position of director of engineering for suspension controls. A 20-year engineering and manufacturing veteran with a strong background in managing business growth, Morales has a track record of implementing changes that have resulted in increased profits, improved efficiencies, and enhanced management control for the companies he has served. Morales holds a master of science degree in manufacturing management from Kettering University and a bachelor of science degree in computer engineering from Rose-Hulman Institute of Technology.
DuraGo announced the appointment of Sam Rusenovich to the position of vice president of sales. Rusenovich will oversee DuraGo sales efforts for the North American aftermarket and will have regular involvement with distributors, automotive groups and manufacturer representatives across the country. Rusenovich brings more than 15 years of experience, most recently overseeing the national sales team for Brake Parts Inc/Raybestos traditional and commercial vehicle market segments.
Old World Industries (OWI) announced two new additions to its leadership team. Andy Rusie will serve as CFO alongside recently hired Warren Marrow, who joined OWI as COO. As CFO at OWI, Rusie brings a wealth of financial experience, having previously served as CFO for Whole Earth Brands since 2019, where he helped take the company public via an SPAC and completed two strategic acquisitions. Prior to joining Whole Earth Brands, Rusie served as vice president of corporate finance and strategy at Mauser Packaging Solutions.
The Goodyear Tire & Rubber Co. appointed Mike Dwyer (left) president of Goodyear’s North America consumer business. Dwyer replaces Scott Rogers, who left the company. Dwyer previously served as chief customer officer and chief marketing officer of Goodyear’s North America consumer business. He will report to Ryan Patterson, chief operating and integration officer, Goodyear Americas. Dwyer will be succeeded by Renee Radabaugh (right), who was named vice president of Goodyear’s North America consumer channels and categories teams, where she will oversee the consumer replacement business. Radabaugh has extensive experience across Goodyear’s Americas business, having held leadership roles in its North America consumer, North America commercial and Latin America business units.
The top 10 semifinalists at Launch Pad 2021 are (left to right): D.J. Potter, Sawtooth; Adam Gruener, Off-Road in Mind; Dustin Woolf, Woolf Pack Racing; Monica Kalenski, MEK Magnet; Tom Sawarynski, Off-Road Design; Jonathan Hurley, Toolbox Widget; Brendan McGrath, Dyme Performance Systems; Kevin Robinson, TRAC LLC; Robert McKeirnan, Stratos Meccanica; Michael Ruhs, TailHand.
Since its inception in 2013, SEMA Launch Pad has been the automotive specialty-equipment market’s ultimate competition for entrepreneurs under the age of 40 who are ready to introduce their products to a worldwide audience. However, because SEMA is always looking for ways to improve the event and to broaden its appeal, some changes were made for 2021 to encourage even greater competition: The age limit was removed to make it easier for more participants to qualify, and the amount of cash prizes and other considerations were increased, with more participants than ever featured in SEMA’s publications and social-media channels.
The ninth annual SEMA Launch Pad competition included a record-high number of applications. From those, 15 semifinalists were chosen by a panel of industry experts. After each competitor completed a 1-min. “lightning-round” presentation, 10 were chosen to advance to the next round. This article reviews that competition, and we’ll focus next month on the top five finalists who were chosen to pitch their business ideas at the 2021 SEMA Show and compete for a top prize worth nearly $100,000. Videos of all the preliminary rounds are now available for viewing at SEMA’s YouTube page (www.youtube.com/sema), and the finals will be broadcast after the Show at a date and time to be determined.
Launch Pad 2021 was judged by an expert panel of accomplished industry veterans that included (left to right) Jared Hare, Addictive Desert Designs; Chip Foose, Chip Foose Design; Alex Parker, Redline Detection; Myles Kovacs, TIS Wheels.
The rules for Launch Pad are straightforward: The competition is open only to legal residents of the United States and the District of Columbia aged 18 years or older (residents of Alabama and Nebraska must be 19 or older), and they must have valid email addresses. Applicants need not be SEMA members, but the presenter must be the business’s owner, its leading executive (i.e., president, CEO, CFO, COO) or vice president. The business must offer a product or service that is a functioning prototype, a functioning concept, or a production model currently for sale.
The panel of judges for Launch Pad 2021 was comprised of a quartet of industry leaders with decades of experience and proven track records of success. They included legendary automotive designer and builder Chip Foose; Jared Hare, president and founder of Addictive Desert Designs; Myles Kovacs, co-founder of DUB Publishing and president of TIS Wheels; and Alex Parker, executive vice president and CMO of
Redline Detection.
The Presentations
For the presentation round, competitors were required to make a two-minute product demonstration for the judges. That was followed, if the judges so decided, by a follow-up Q&A session, “just to make sure they’ve done their homework,” Foose explained.
Jonathan Hurley, owner, Toolbox Widget
Product: ToolBox Widget is a series of modular tool organizers that allow a mechanic to connect as many tool organizers together as needed, making them customizable to the mechanic.
“We’re a simple solution to an age-old problem: ‘How do I organize my tools?’” Hurley explained. “Our products are simple—you have individual pieces with male and female ends, and you simply add as many organizers as you want [to your toolbox]. Each organizer has an orange stripe painted across it, so if you look inside your toolbox and don’t see orange, you know you’ve got all your tools. See an orange stripe? You know you’re missing a tool.
“We currently have 16 products for sale, and we’re splitting the product line to include both the professional-grade and the DIY markets.”
While noting that his products are currently made overseas, Hurley expressed his desire to use the first-place prize to offset the cost of repatriating the manufacturing process to the United States.
Monica Kalenski, president and CEO, MEK Magnet
Product: Removable Trail Armor is printed bodyside protection paneling utilizing nano-hold technology to stick to aluminum and non-metal vehicles. The product protects vehicles from scrapes and scratches when off-roading while also adding style with graphics.
After an off-road trip in Kalenski’s first Jeep that left her vehicle’s bodywork with a bad case of trail rash, she began looking for a solution. “I looked all over, and there was nothing out there, so I invented it,” she said.
The MEK Magnet is available with both a conventional magnetic backing and a newly launched version that utilizes resin and nano-hold gel technology to facilitate secure adhesion and easy cleanup.
“It’s reusable up to 200 times, and it’s washable,” Kalenski said, adding that the product is manufactured at two U.S. production facilities—one in California and another in Pennsylvania. “You don’t carry your phone without a case,” she concluded, “so why hit the trails without trail armor?”
Adam Gruener, CEO, Off-Road in Mind
Product: RGB-Recovery Gear Box can be used for recovery gear, emergency gear or for any other storage need and is typically attached to a spare tire on the back of a vehicle.
“I came up with RGB on an off-roading trip with a friend,” Gruener explained, bemoaning the Jeep’s shortage of interior storage space. “After I got back, I drew a really bad sketch on a piece of paper, and I gave the sketch to my son, who’s a mechanical engineer. He put it into CAD, and we went through 14 versions before we came up with this.” It’s a circular storage box that attaches to a Jeep’s rear-mounted spare tire without interfering with the backup camera or the third brake light.
The RGB has a swing-open hatch. Once it’s opened, “you now have access to everything you need.” The RGB also utilizes a perforated backing plate that provides multiple attachment points “to store your gear wherever you want or so you can adjust to whatever rim you have,” Gruener concluded.
Brendan McGrath, CEO, Dyme Performance Systems Inc.
Product: Rattlesnake Toolkit is a multi-use toolkit that can measure the exact length and angle of a custom hose assembly down to the millimeter, significantly reducing time and cost.
“We created the toolkit by deconstructing the problem, which turns out to be communications, because the users and the vendors don’t understand each other,” McGrath explained. “I look at this product as a ‘translation tool’ so that anyone of any skill set can speak ‘hose.’ They can pick up this product, put together the size and length they need, choose the fittings they need, and they’re done.
“With this kit, you’ve got the variation to make six to seven billion different configurations because the angles of the fittings and the angles between the fittings are different.”
Once a hose-and-fitting prototype has been mocked up, McGrath noted, it can be easily replicated as an entire assembly as many times as the user wants.
Robert McKeirnan, president and managing partner, Stratos Meccanica LLC
Product: Strada and Corsa Concealed Quick Disconnect Interface is a concealed interface for mounting a license plate or camera to the front of a vehicle. The interface does not require drilling holes into the front bumper, nor tools to remove once installed.
“This setup allows you to switch between strada, or ‘street,’ and corsa, or ‘track,’” McKeirnan explained.
One interface uses a magnetic pullout quick-disconnect while the other relies on a twist-on spring mechanism. Brackets can accommodate either a license plate (strada) or a GoPro action camera (corsa) and use the factory tow-hitch port for attachment to the vehicle. They’re available individually or as a bundle and do not interfere with any front-end sensors.
“If you have an individualized license plate that you don’t want to lose, you can just pull it off and throw it in your car when you’re not around,” McKeirnan said. “You don’t have to worry about having some special tool to release it.”
Dustin Woolf, owner, Woolfpack Racing
Product: Natural Nitrous is a stand-alone refrigerated system for the air induction of an engine. It lowers the air charge and dehumidifies the moisture, which increases horsepower because there are dense oxygen atoms in the cylinder. It also lowers emissions because of the complete burn of the fuel.
“It’s a first-ever design,” Woolf said. “It’s a refrigeration system where you have an evaporator that absorbs heat, a condenser that rejects heat, and a compressor that moves around the refrigerant.
“I’m a drag racer, so when we started R&D for this, we started with getting more horsepower. Now we’re making clean horsepower, which sounds crazy—increasing horsepower without adding emissions.”
Woolf said that if he wins the competition, he hopes to invest the money into mass production. (For his presentation, he had only a prototype to display.)
“The response we get at drag races to this has been jaw-dropping,” he said. “My main desire right now is getting the product out there, with quality in mind.”
Kevin Robinson, president, TRAC LLC
Product: The TRAC (Tire Rotation Assistance Cart) is a tool designed to simply lift and remove a wheel from a vehicle during service. The tool is designed to reduce workplace injuries while increasing productivity.
“I was in a shop environment one day, and there was an elderly mechanic working next to me,” Robinson explained. “I heard a lot of moaning and struggling to remove a tire and wheel. I felt bad for him, so I came up with an idea. I stopped what I was doing in the shop and drew it up.”
The TRAC cart rolls under the tire to carry the weight of the wheel and tire assembly. After the lug nuts are removed, they stay on the cart. The wheel is rolled off to the side, and the mechanic never needs to lift the wheel/tire assembly. The cart doesn’t make contact with the vehicle, avoiding any scratches, and there are no air lines or hoses to interfere with operation.
“Now I have shops where it’s their go-to tool every day,” Robinson said. “It’s proudly made in the U.S.A. and shipped out of Colorado.”
For his part, Robinson was most concerned with inventory management. “We’re oversold right now,” he admitted. If named the winner, he intends to use the prize money to build up a manageable inventory of product.
Tom Sawarynski, owner, Off-Road Research
Product: Smart Cap Module allows any aftermarket shock absorber with a bridge or remote-mounted reservoir to broadcast damper position to an external module or modules.
“As you’re going down over terrain, the wheels are going up and down and the dampers are obviously attached to the suspension,” Sawarynski explained. “The rod is going in and out of the [shock] chamber, and as the rod displaces hydraulic fluid, it moves the dividing piston and compresses the nitrogen in the chamber. That’s what our sensor ‘senses,’ and I believe it’ll be a gamechanger in the market.”
When asked about whether he was concerned about OE product overlap (the manufacturers use the same sensor technology), Sawarynski replied: “Nobody’s doing it in the damper space, and we have a patent pending on this application, so that’s our competitive advantage.”
Michael Ruhs, co-founder and CEO, TailHand
Product: TailHand is a customizable platform and accessories system that mounts directly to most pickup tailgates, providing an “extra hand” for securing tools and raw materials and transforming a tailgate into a mobile workstation.
“There’s something like 56 million pickups registered in the United States alone,” Ruhs said. “You can drive around for 15 min., see someone working from the tailgate of a truck, and it’s never safe. After a near-miss experienced while cutting some logs, I was looking to buy something that would allow me to do it safely. I couldn’t find anything, so we decided to create our own product.”
The TailHand system, which mounts in an aluminum frame sized for either a midsize or a fullsize pickup, allows the operator to safely secure a power tool or raw materials, such as wood, by holding it securely in place.
D.J. Potter, CEO, Sawtooth
Product: Sawtooth Stretch Tonneau Cover and Sawtooth Surfboard Cartop Carrier is a tonneau cover that loads, secures and protects cargo taller than the pickup bed walls.
“My career started in construction management,” Potter explained. “I got into the automotive industry because I needed a product that I couldn’t find.”
The result was a stretch tonneau cover that expands to cover loads that sit above the bedrails of the truck. The unit utilizes an aluminum frame that mounts to the bedrails. Clamps hold the frame in place while lateral crossmembers are installed, and the tonneau then rolls over the completed assembly.
If chosen the winner, Potter intends to devote his winnings to “marketing, marketing, marketing.
“It’ll all probably go back to SEMA,” he joked, adding, “My goal is to make this into a $30 million-a-year company within five to six years.”
The Verdict
After a long day of competition, the five finalists chosen to make their final pitches for up to $100,000 in prizes at the 2021 SEMA show were (left to right) Tom Sawarynski, Dustin Woolf, Kevin Robinson, Brendan McGrath and Jonathan Hurley.
“These were all great products,” Kovacs said. “We’d gotten to know and like the contestants, and we didn’t want to send any of them home.”
With that in mind, the Launch Pad judges deliberated before settling on the five finalists who would make their closing product pitches for the $100,000 top prize at the 2021 SEMA Show in Las Vegas.
They were:
Jonathan Hurley, owner, Toolbox Widget
Brendan McGrath, CEO, Dyme Performance Systems Inc.
Kevin Robinson, president, TRAC LLC
Tom Sawarynski, owner, Off-Road Research
Dustin Woolf, owner, Woolf Pack Racing
Among the runners-up, all of the contestants saw their experience with Launch Pad as positive overall.
“It really doesn’t change anything for us in terms of where we want to go with the product,” Potter said, reflecting on the competition. “I think SEMA is fantastic. This has been a great opportunity, and I’m happy to have been a part of it.”
“It was great exposure,” Kalenski said, “There’s only going to be great stuff to come out of this, so I’m grateful for the opportunity to have been here.”
“I learned a ton from this,” Ruhs said. “Now it’s full speed ahead.”
“Even for the people who didn’t make it [into the finals], this is a big accomplishment,” Kovacs noted. “SEMA is a huge organization, and this is a great platform for them to launch their products. There are really no losers here—everyone’s a winner.”
Next month: The finals in Las Vegas.
Rounding Out the Top 15
Last May, 15 semifinalists for Launch Pad 2021 were announced, and while the following five competitors did not advance to the later rounds, SEMA wishes to recognize them for their contributions.
They were the following:
Cameron Crummie, Owner, MDV
Product: Guard Modular Brush Guard is a Bluetooth-controlled brush guard for trucks and SUVs that can be reassembled to accommodate add-ons for work or recreation.
Alan Reyes, Co-Founder and President, Xtrusion Designs LLC
Product: Modular Cargo Bedracks is a modular cargo solution that allows the use of T-slot aluminum profiles as its main component, allowing a complete customizable platform for the end user.
Paul Rooprai, CEO, AutoBio LLC
Product: AutoBio Tags is a 2.5-in. round cling that goes inside the windshield and is embedded with technology (QR and NFC) that serves as a portal to a car’s story and is scannable with a smartphone. No app download required.
Michael Sullivan, Owner, Fox Products LLC
Product: RaZorTop Retractable Cap is a roll-open tonneau cover that raises up to a fullsize cap when needed and then retracts by the press of a button on a wireless remote control.
Edward Tansingco, President, Thinskinz
Product: Thinskinz Door Protectors are removable hard plastic interior door panel protectors that snap onto OEM interior door panels without fasteners or adhesives to protect doors against damage from objects or pets inside the vehicle.
National Monument Boundaries: President Biden signed SEMA-opposed proclamations to expand the boundaries for three National Monuments, including Grand Staircase-Escalante and Bears Ears National Monuments. The size of both monuments was reduced by President Trump in 2017. Biden’s action will restore the size of the Grand Staircase-Escalante National Monument and slightly expand the Bears Ears National Monument from its size prior to reduction. SEMA will monitor the new land-management plans triggered by this action to ensure that current off-road trails are not adversely impacted. National Monument designations frequently lead to the closure of existing off-road roads and trails. SEMA supports a collaborative approach when making major land-use decisions, including input from local citizens, elected leaders and other stakeholders.
Massachusetts—Antique Vehicles: The Massachusetts Joint Transportation Committee passed a pair of SEMA-supported bills to exempt older antique vehicles from the state’s annual safety inspection requirement. The bills apply to vehicles at least 50 years old registered with antique or year-of-manufacture license plates and whose owners are members of recognized antique automobile clubs. Current law requires all vehicles to be inspected every year regardless of model year, including those registered as antiques. The bills await consideration in the House Ways and Means Committee.
Rates start at $4,600 for those taking the U.S. government MDCP grant. SEMA can assist qualified companies in accessing additional funds from many state
Automotive Restoration Market Organization (ARMO)
Emerging Trends & Technology Network (ETTN)
Hot Rod Industry Alliance (HRIA)
Preserving the Past for the Future
Motorsports Parts Manufacturers Council (MPMC)
Professional Restylers Organization (PRO)
SEMA Businesswomen’s Network (SBN)
Truck & Off-Road Alliance (TORA)
Wheel & Tire Council (WTC)
Young Executives Network (YEN)
A feature story in the August 1960 issue of Hot Rod showed off two “sharp Fords” that had been customized by “lucky owner” Ron Coleman. The ’32 five-window coupe and the ’51 coupe provide a nice snapshot of styling trends that were popular in the late ’50s and early ’60s.
The 2021 SEMA Show clearly indicated that a large portion of our industry values an event that provides face-to-face contact, innovative new products, networking, and the opportunity to renew its love affair with the automobile. Congratulations are due all around, and especially to those who worked through obstacles and overcame uncertainties in order to make the 2021 Show their priority.
Truck Hero Inc. announced the appointment of Tony Ambroza as chief growth officer. Ambroza will join the company’s senior leadership team and report to CEO Bill Reminder. Ambroza will help guide the company’s accelerated growth by leading the brand marketing team and Truck Hero’s direct-to-consumer online business. He joins Truck Hero from Carhartt, where he served most recently as chief brand officer. In that role, Ambroza led the brand marketing and direct-to-consumer teams who scaled the Carhartt brand to historic levels across all segments and markets. Ambroza’s experience also includes leadership roles at Nike and Under Armour.
Truck Hero also announced the appointment of Christina Baldwin as chief human resources officer. Baldwin will join the company’s senior leadership team and report to Reminder. Baldwin will be responsible for all aspects of the company’s strategic HR initiatives as well as partner with operational and functional leaders to support organizational development and growth throughout Truck Hero’s portfolio of brands. Baldwin joins Truck Hero from Cummins Corp., where she spent more than 15 years serving in various roles, most recently as executive director of HR for the global components segment, where she oversaw global segment planning and strategic HR programs.
Ryan Smith was promoted to director of category management for Cloyes Gear and Products. In his new role, Smith will continue to develop and grow the department with additional resources, enhance the customer line review process, and expand the company’s category management footprint to more customers. Smith joined Cloyes in December 2013 as sales and marketing coordinator, where he played a key role in the management of several regional export accounts, PER customer base and customer pricing. Smith also served as project manager lead on the production of Cloyes aftermarket tech videos. He was promoted in May 2019 to manager of special markets and category management.
Matthias Arleth was named the new CEO and chairman of the management board of the Mahle Group. The 53-year-old automotive engineer is joining the company from automotive component supplier Webasto SE, where he was most recently vice chairman of the board of management. Arleth will take up his position at the helm of Mahle on January 1, 2022. He succeeds Dr. Jörg Stratmann, who left the group on March 31, 2021. Arleth has many years of experience in the automotive industry, both with manufacturers and with component suppliers. Arleth previously held positions with various companies, including the Volkswagen Group, where he was a development engineer and project manager with SEAT.
Link Mfg. Ltd. announced the appointment of Marco Morales to the position of director of engineering for suspension controls. A 20-year engineering and manufacturing veteran with a strong background in managing business growth, Morales has a track record of implementing changes that have resulted in increased profits, improved efficiencies, and enhanced management control for the companies he has served. Morales holds a master of science degree in manufacturing management from Kettering University and a bachelor of science degree in computer engineering from Rose-Hulman Institute of Technology.
The Goodyear Tire & Rubber Co. appointed Mike Dwyer (left) president of Goodyear’s North America consumer business. Dwyer replaces Scott Rogers, who left the company. Dwyer previously served as chief customer officer and chief marketing officer of Goodyear’s North America consumer business. He will report to Ryan Patterson, chief operating and integration officer, Goodyear Americas. Dwyer will be succeeded by Renee Radabaugh (right), who was named vice president of Goodyear’s North America consumer channels and categories teams, where she will oversee the consumer replacement business. Radabaugh has extensive experience across Goodyear’s Americas business, having held leadership roles in its North America consumer, North America commercial and Latin America business units.
Jonathan Hurley, owner, Toolbox Widget
Monica Kalenski, president and CEO, MEK Magnet
Adam Gruener, CEO, Off-Road in Mind
Brendan McGrath, CEO, Dyme Performance Systems Inc.
Robert McKeirnan, president and managing partner, Stratos Meccanica LLC
Dustin Woolf, owner, Woolfpack Racing
Kevin Robinson, president, TRAC LLC
Tom Sawarynski, owner, Off-Road Research
Michael Ruhs, co-founder and CEO, TailHand
D.J. Potter, CEO, Sawtooth
Cameron Crummie, Owner, MDV
Alan Reyes, Co-Founder and President, Xtrusion Designs LLC
Paul Rooprai, CEO, AutoBio LLC
Michael Sullivan, Owner, Fox Products LLC
Edward Tansingco, President, Thinskinz