Danny Agosta is the SEMA Young Executives Network’s (YEN) newest Spotlight member. Agosta is the marketing manager at Steele Rubber Products, a leading manufacturer of rubber parts for the specialty equipment aftermarket.
Read about his typical weekend plans, and listen in to his video on the importance of getting involved and making connections in the industry.
SEMA: What is the best advice you have ever received?
Danny Agosta: Fish where the fish are.
SEMA: What keeps you in the industry?
DA: Cars and friends. I don’t think I’ll ever leave.
SEMA: Where can you be found on a Saturday?
DA: Out and about with my wife and two kids. Nowadays we’ll take any reason to get out of the house!
SEMA: How do you prepare for an important meeting?
DA: Excited for the end! What I mean is I’m anxious to get to whatever action items come out of it.
SEMA: If you could go to lunch with one industry leader, living or dead, who it would be?
DA: John Menzler. I've heard so many wonderful stories from so many people (including many in my company), and I unfortunately never had the chance to meet him. But to leave that kind of impression on such a variety of people, he must know a thing or two about life.
Motorhead Digital is the latest SEMA Hot Rod Industry Alliance (HRIA) Member Spotlight company. In this week’s feature, company founder Barry Alt shares how Motorhead Digital is helping to bring awareness to aftermarket restoration, performance and restyling shops and how he utilizes his expertise in website design and marketing to fuel an industry he is passionate about.
SEMA: Tell us the story of your company. How did you start?
Barry Alt: I'm the founder of Motorhead Digital, a digital marketing agency that provides our signature Marketing Maximizer programs specifically developed for auto restoration, performance and restyling shops. These programs are geared towards customer acquisition and conversion.
With more than 23 years of experience in digital marketing and website development helping any number of businesses with their marketing and website development needs in 2017, we shifted our focus on a goal to help our clients market and grow their shops through strategic marketing practices. You can read my helpful articles in The Shop magazine and on the Motorhead Digital website.
To fuel my passion I also own a classic ’69 427 and a ’13 427 Corvette and spend my spare time at shows like SEMA and PRI, as well as attending numerous car shows and drag racing events. I'm also a USPSA-certified range officer and competitive shooter.
Barry Alt
SEMA: What was your breakthrough moment?
BA: After being in the website design and marketing business for more than 20 years, I realized in 2017 that I could focus on a niche that I was already passionate about. I created Motorhead Digital to focus on supporting and helping auto restoration, performance and restyling shops with their marketing and websites. Since I already knew and loved this space, it was a no brainier to take my business in this direction. So far, it’s been great, as I love working with shop owners and really love seeing what they’re creating and helping them move their businesses to the next level.
SEMA: Tell us about your business now in 2020 and what projects are you working on?
BA: Our big project for 2020 was the roll out of our signature Marketing Maximizer programs specifically developed for auto restoration, performance and restyling shops. We’re also focused on helping one of our current clients, RJ Cars Inc., and others in the industry up their marketing game as well as writing a shop profile article for RJ Cars that will appear in a publication in the automotive industry.
SEMA: Tell us about a build you are proud of.
BA: Since we’re not a shop, we really don't build cars but we’re super proud of our ’69 427 Tri-Power Corvette that we tinker with and take to local car shows.
SEMA: What advice do you have for young professionals contemplating a career in the automotive aftermarket?
BA: After 23-plus years of experience running a business, you need to have a solid business plan and processes, and understand the basics of running a business, niche down if you can (be the expert on that one thing) and pay your bills and taxes. Don’t try to do everything yourself. Focus on what you know best and when you can bring in the experts, especially in the bookkeeping, accounting and marketing fields.
Moss Motors/Moss Miata is the first company to be recognized by the SEMA Automotive Restoration Market Organization (ARMO) new-member spotlight program. Coined for servicing customers that drive and maintain vehicles that reflect the golden days of British motoring and sports cars, the company’s history is one which dates back to 1948. SEMA spoke to the company’s director of sales and marketing Kevin Kastner for the story and an update on their business in 2021.
SEMA: Tell us the story of your business. How did you start?
Kevin Kastner: Moss Motors started in 1948 by Al Moss to support the genesis of the sports car market when soldiers started importing MG TCs from England. Moss Motors continued to provide parts and accessories for British sports cars for more than 70 years, and expanded into another great sports car, the Miata, in 1994.
SEMA: What was your breakthrough moment?
KK: Moss Motors made some strategic decisions to purchase large supplies of spare parts and tooling during the era when little British sports cars like the MG and Triumph were going out of production. By building a large store of parts and moving more into the development, remanufacturing and sourcing of replacement parts was critical to keeping these unique and fun sports cars on the road for decades to come.
Al Moss’ ’48 MG TC.
SEMA: Tell us about your business now in 2021 and what projects are you working on?
KK: Moss Motors continues to invest in its capabilities to develop restoration parts and upgrade components for British sports cars and the MX-5 Miata. Having recently acquired a Jaguar parts business, our plans include the expansion of products and availability on the East Coast from our Virginia facility and finding creative ways to house more in our California warehouses. Beyond 2020, our goals include the evolution of our sales, marketing and distribution to better serve current and future sports car owners and restoration shops with more selection and better service.
SEMA: Tell us about a particular project, product or build you are proud of.
KK: Despite the pandemic interruptions, Moss is proud to have kept our employees healthy and employed while still doing our very best to keep our customers fulfilled as they restore, repair and upgrade their cars.
Moss Virginia distribution center, present day.
SEMA: What advice do you have for young professionals contemplating a career in the automotive aftermarket, particularly in the restoration segment?
KK: There's no replacement for enthusiasm and having a sincere interest in learning about the cars, culture and communities that keep the automotive aftermarket thriving. Be authentic, have some core mechanical skills and be prepared to reinvent yourself over and over.
Personalized schedules for the 2021 MPMC Media Trade Conference have been sent to manufacturers and more than 150 participating media representatives earlier this week. Taking place January 26–28 online for the first-time in the event’s 24-year history, the 2021 event will bring journalists and new media together with motorsports parts manufacturers in 1:1 meetings.
The Media Trade Conference has a history of providing journalists with editorial content and is ideal for media of print, online, video, radio, podcasts and even new social media influencers. Media members interested in participating may still do so by registering online.
Wilwood Disc Brakes’ racing division has announced the addition of Tommy Strup as the newest outside sales contractor. Strup brings decades of racing experience and braking technology knowledge to the team. Strup, who has been a regular fixture at race tracks since his early childhood, has owned a race program and worked directly with various race teams, builders, and dealers. He has also worked with Heintz Performance, CV Products, Central High Performance, and Pro-Systems. A native and long-time resident of Long Island, New York, Tommy now resides in Charlotte, North Carolina. He will report directly to Wilwood Motorsports Manager Dave Brzozowski.
Power Automedia Breaks Traffic Records in 2020 With More Than 17.38 Million Readers
Power Automedia had a record year in 2020 in terms of magazine site traffic. While the global pandemic brought along new challenges and difficulties throughout the year, Power Automedia’s magazine titles achieved consistent growth in audience response to its content. Over the last half of the year, stay-at-home orders and quarantines have meant an increased capacity for overall media and content consumption. Power Automedia was no exception to this increased traffic leading to more than 17.38 million active readers across the 11 magazine titles within its network. This increase in magazine site traffic has been accompanied by an increase in ad impressions and reader engagement.
Joe Didato
Joe Didato Joins Digital Throttle Sales Team
Joe Didato has joined the Digital Throttle sales team as its new sales director. Based in Detroit, Didato will be responsible for expanding Digital Throttle’s digital advertising services across several automotive markets. He has more than 30 years of industry experience, having worked as national account director for Motor Trend, representing brands like Motor Trend, Hot Rod, Four Wheeler, Truckin’, Car Craft and Super Street, among others.
XS Power Batteries Announces Las Vegas Distribution Point
XS Power Batteries, based in Knoxville, Tennessee, has announced the start of operations at its new Las Vegas distribution and manufacturing facility. Located near McCarren International Airport, the first stage of expansion includes an 8,500-sq.-ft. space that allows for quick access to all XS Power products for customers in the Western United States. Shorter shipping times will also result in less overall package handling and fewer damages. In addition to a fully staffed shipping hub, the new XS Power facility will be used for production of SuperBank Ultra Capacitors, Li series lithium batteries, Titan8 lithium batteries, and XV series lithium batteries.
Roadster Shop Launches New Series Documenting 2020 Barrett-Jackson Road Tour
Roadster Shop in partnership with Ironclad Media is launching a brand-new five-episode series documenting their 2,400-plus-mile journey on the 2020 Barrett Jackson road tour. The docuseries will follow along with Roadster Shop and its customers as they travel from Atlanta through North Carolina and down the East Coast ending in Key West, Florida, all while showcasing the partners that make building and driving these cars possible. Tune in to all of @Roadstershop media channels for the first Episode launching, Wednesday January 20.
Sophia Polsinelli
Sophia Polsinelli Joins MBE Group as Account Coordinator
Marx Buscemi Eisbrenner Group (MBE Group) has hired Sophia Polsinelli as its newest account coordinator. Polsinelli joined MBE Group as a communications intern in late September 2020 as part of its recently launched internship program. During her time with MBE Group, Polsinelli has supported the company’s in-house marketing initiatives in addition to various client projects, including drafting social media content, working on social influencer programs, assisting with SEO applications, writing press releases, and developing media lists, among other activities. As an account coordinator, Polsinelli will support client account teams with writing, media relations, social media, integrated branding campaigns, and digital marketing activities. Prior to joining MBE Group, she served as a marketing and sales intern for Bosch Battery Systems in Orion, Michigan.
LSI Chemical Signs NanoTech Petroleum as Authorized Distributor for South Africa
LSI Chemical has announced NanoTech Petroleum as its new international distributor. Located in South Africa, NanoTech Petroleum is now authorized to distribute the entire line of LSI Chemical fuel and oil additives and the full line of Hot Shot’s Secret consumer products in South Africa. NanoTech Petroleum will now market and sell the LSI Chemical line of products as well as the entire line of Hot Shot’s Secret products.
RRMCI to Represent Red Line Synthetic Oil Through North American Marketing and Sales Promotions
Red Line Synthetic Oil will now work with R&R Marketing Consultants Inc. (RRMCI) for North American sales and marketing representation. RRMCI will represent Red Line Oil’s entire lubricant lineup, including motor oils, gear oils, assembly lubes, fuel additives and its WaterWetter cooling additive.
Have some company news you would like to share? Let us know and the news may appear in an upcoming issue of SEMA eNews. Send your items for consideration to editors@sema.org.
In 2020, our friends at Ford Authority reported that Ford will launch a King Ranch Explorer for the ’21 model year. Here’s a first look at the upcoming King Ranch model.
Though the vehicle has its badges covered, the King Ranch badge can be clearly seen from underneath the masking tape. Outside of that, there's a new grille that appears to be borrowed from the Explorer Limited. The wheels also appear to be similar in design to the ones used on the Limited. But what is different is a set of four-tipped exhaust outlets that are present out back, suggesting the use of the EcoBoost 3.0L V6 engine borrowed from either the Platinum or ST (365hp or 400hp).
The King Ranch Explorer will likely differentiate itself by having more standard features and creature comforts, particularly inside the cabin, where we can expect leather, and then more leather. Expect a reveal in Q1, with a likely on sale date this fall.
In 2020, our friends at Ford Authority reported that Ford will launch a King Ranch Explorer for the ’21 model year. Here’s a first look at the upcoming King Ranch model.
Though the vehicle has its badges covered, the King Ranch badge can be clearly seen from underneath the masking tape. Outside of that, there's a new grille that appears to be borrowed from the Explorer Limited. The wheels also appear to be similar in design to the ones used on the Limited. But what is different is a set of four-tipped exhaust outlets that are present out back, suggesting the use of the EcoBoost 3.0L V6 engine borrowed from either the Platinum or ST (365hp or 400hp).
The King Ranch Explorer will likely differentiate itself by having more standard features and creature comforts, particularly inside the cabin, where we can expect leather, and then more leather. Expect a reveal in Q1, with a likely on sale date this fall.
Phoenix Raceway will host a limited number of fans throughout
the annual spring event weekend.
Phoenix to Host Limited Fans for 2021 NASCAR Spring Weekend
As NASCAR returns to the Valley of the Sun for Phoenix Raceway’s annual spring event weekend (March 12-14), Phoenix Raceway will host a limited number of fans throughout the three-day event. The reduced capacity follows enhanced safety protocols and procedures to provide a safe environment for fans, competitors, employees and industry personnel. All guests will be screened before entering the facility at staggered entry times and must wear face coverings. Multiple handwashing and hand-sanitizing stations will be placed throughout the operating areas and entrances, and a “clean team” of staff will disinfect common areas. As a result of the limitations, many guests will have their grandstand seats relocated to ensure social distancing. Also, due to the limited capacity, Phoenix Raceway will no longer accommodate some guests who have already purchased tickets for the spring event weekend. Season ticket holders will receive priority as part of this process. For more information, visit www.phoenixraceway.com.
Red Line Synthetic Oil to Support H.E.P. Motorsports Twisted Tea Suzuki Team Throughout 2021 Motocross and Supercross Seasons
Red Line Synthetic Oil has announced that its partnership with the H.E.P. Motorsports team, factory team of Suzuki Motor of America Inc. (SMAI), will continue through 2021. In addition to the 2021 Monster Energy Supercross series, Red Line will also provide products and technical support to the team as they compete in the 2021 Lucas Oil Pro Motocross Championship. For the new year, the official worldwide Suzuki Supercross team has been renamed to Twisted Tea Suzuki, as Twisted Tea hard seltzer has signed on as the new title partner. Working in tandem with the passionate team at H.E.P., the company will apply its motorsports knowledge to provide riders with application-specific high-performance products, including Red Line’s new items, Chain Lube with Shockproof and SuperCool Performance, as well as the brand’s Assembly Lube, Liquid Assembly Lube, CV-2 Grease and RL-600 Brake Fluid. The 2021 H.E.P team will return with mainstays, such as Max Anstie and Adam Enticknap, and round out the roster with the addition of multi-time podium finisher Brandon Hartranft.
United States Modified Touring Series (USMTS) will hold
36 races in 2021.
36 Races for USMTS in 2021
Officials from the United States Modified Touring Series (USMTS) have announced the richest and boldest schedule of events in the history of the premier dirt modified series for the 2021 campaign. With 36 nights of racing on the calendar, the main event winners are set to take home $310,032, with more than $1 million earmarked for payouts. Twenty-six of the 36 race nights will pay at least $10,000 to win. The other 10 events carry a $5,000 top prize. More than $230,000 will be awarded to the 10 finishers in the points standings, with a record-breaking $70,000 reserved for the 2021 USMTS National Champion. The 2021 campaign begins with the 11th annual USMTS Texas Spring Nationals, February 26-27, at the RPM Speedway in Crandall, Texas, and Big O Speedway in Ennis, Texas. The season ends on Halloween weekend with the second annual Modster Mash tripleheader, which features a trio of $10,000-to-win events. For the complete 2021 schedule, visit www.usmts.com/schedule.
McLaren Racing Secures Option to Join Formula E
McLaren Racing and Formula E have announced an agreement granting McLaren Racing the option to enter the ABB FIA Formula E World Championship when Formula E’s Gen3 kicks off in Season 9. The agreement allows McLaren Racing to enter the Championship as one of a maximum of 12 entries for the ’22–’23 season. Gen3 will take to the track from the ’22–’23 season, bringing performance and efficiency advances, including more powerful, lighter cars, faster-charging abilities, and more. McLaren Racing enjoys a history of success in Formula 1 as well as IndyCar and Le Mans.
Yamaha Announces 2021 Side-by-Side and ATV bLU cRU Race Support
Yamaha Factory-Supported Racers
Yamaha Motor Corp. USA pledges more than $130,000 in Side-by-Side (SxS) and ATV bLU cRU championship racing bonuses for the 2021 season. Yamaha’s bLU cRU program offers championship contingencies ranging from $500 ShopYamaha.com gift cards to receiving a new YFZ450R and increased payouts of up to $15,000 for qualified and eligible racers competing in select series with a 2019 or newer YXZ1000R, YXZ1000R SS (Sport Shift) or YFZ450R. To kick off the 2021 race season, Yamaha is offering $10,000 in potential bonuses at the King of the Hammers (KOH) UTV race on February 4, in Johnson Valley, California. The top-finishing YXZ in the UTV class will earn $5,000, plus an additional $5,000 with a first-place overall win. Yamaha’s factory-supported race team competing alongside other YXZ bLU cRU challengers at this year’s KOH is Greaves Motorsports, comprised of the championship-winning drivers Johnny Greaves and CJ Greaves, along with BH Motorsports’ Brock Heger. For more information on the bLU cRU program, including all guidelines and requirements for ATV and SxS racing, visit www.YamahabLUcRU.com.
IndyCar Announces 2021 NTT IndyCar Series Schedule
Officials from IndyCar have announced the NTT IndyCar Series schedule for 2021. The 2021 Acura Grand Prix of Long Beach, California, has been rescheduled for Sunday, September 26, due to the COVID-19 pandemic. Long Beach is one of the foundational and longest-running events on the schedule. Additionally, a three-race, three-weekend west coast swing will complete the championship. Beginning at Portland International Raceway on Sunday, September 12, the homestretch continues at, what would be the finale under normal conditions, WeatherTech Raceway Laguna Seca on Sunday, September 19, before finishing on the streets of Long Beach.
The XT-R Challenge, now in its third year, features
an off-road course with varying natural terrains and
man-made obstacles specifically designed to put
participants and their off-road Yamaha Wolverine
vehicles to the test.
Yamaha XT-Reme Terrain Challenge Returns October 2021
Yamaha Motor Corp. USA has announced dates for the 2021 XT-Reme Terrain Challenge (XT-R Challenge) scheduled October 1-3, at the Loretta Lynn Off-Road Ranch in Hurricane Mills, Tennessee. Yamaha is inviting owners of its off-road side-by-sides and ATVs to bring friends and family out for a three-day weekend celebration. Registration opens in March at www.XTRemeTerrainChallenge.com.
Henry Repeating Arms Renews Sponsorship of Road America NASCAR Xfinity Race
Road America officials recently announced that Henry Repeating Arms has renewed its title sponsorship for 2021, serving as sponsor for the NASCAR Xfinity Series 180 race. This year's Henry 180 will run Saturday, July 3. The event will air on NBC at 1:30 p.m. (CDT). The official race hashtag will be #HENRY180. Additional event details, ticket pricing and camping information can be found at www.roadamerica.com.
In partnership with Chevrolet, the SEMA Garage has announced a Measuring Session for the ’20 Chevrolet Corvette C8.
This event will allow SEMA members to test-fit prototypes, 3D scan, measure and have a close-up experience with two different trim-level vehicles:
’20 Corvette Stingray Convertible and Coupe:
6.2L V8
Eight-Speed Transmission
Z51 Performance
Please note, this will be an in-person event at the SEMA Garage in Diamond Bar, California. In order to comply with state and local health guidelines, this event will take place over two separate weeks with scheduled appointments. Due to high demand, appointments will be time limited.
Week 1: January 19–22
Week 2: January 25–29
All registered attendees will be required to take an initial temperature check, wear face coverings and gloves, as well as practice social distancing during their appointment. The vehicle will be sanitized between each appointment.
Motorhead Digital is the latest SEMA 
Moss Motors/Moss Miata is the first company to be recognized by the SEMA 
Danny Agosta is the SEMA Young Executives Network’s (YEN) newest Spotlight member. Agosta is the marketing manager at Steele Rubber Products, a leading manufacturer of rubber parts for the specialty equipment aftermarket.
