SEMA News—April 2022

INDUSTRY NEWS

The newly created High School Racing Association (HSRA) named Jonathan Eckelberg as its first director. In his new position, Eckelberg will help grow the association, increase driver participation, and manage race schedules and point rankings. HSRA features high-school-aged drivers in competition throughout the summer race season. The group’s goal is to provide young adults with an economical way to enter stock-car racing and keep younger generations interested in the sport.

Lubrication Specialties Inc. (LSI) announced the expansion of its warehouse footprint with the addition of a 24,000-sq.-ft. facility located in Mt. Gilead, Ohio. The new distribution and shipping hub will help accommodate the 50-plus SKUs of Hot Shot’s Secret products and LSI Chemical products developed and shipped in bulk for international sales.

MW Industries completed two new acquisitions that expand its precision spring and fastener manufacturing capabilities. They include Fox Valley Spring Co. (a supplier of springs, wire forms and flat springs) and Ideal Fasteners (a global manufacturer of threaded fasteners). These additions expand MW’s U.S.-based manufacturing locations and broaden its custom and stock component capabilities.

Christine Bowser has been appointed president of Pinnacle Media, a full-service marketing communications agency serving clients in the global automotive, commercial vehicle, industrial and financial services sectors. The agency’s founder, Drew Shippy, will remain with the firm as chairman and CEO. Bowser most recently served as vice president and director of account service, overseeing the company’s relationships with clients throughout North America.

Holley acquired substantially all of the assets of Arizona Desert Shocks, Baer Brakes, Brothers Trucks and Rocket Racing Wheels. Holley completed the acquisitions for approximately $56 million during the fourth quarter of 2021. For 2022, Holley expects these acquisitions to contribute net sales of approximately $30 million, the company stated.

Covercraft announced the acquisition of Lloyd Mats, a manufacturer of custom-fit carpeted floor and cargo mats for cars, trucks, vans, SUVs and RVs. Since 1978, Lloyd Mats has developed a comprehensive library of vehicle-specific patterns in the custom floor mat category. The company offers multiple branded, licensed and personalized versions of its floor mats across dozens of colors and carpet styles.

Kahn Media made several recent strategic hires and staffing changes. Jeff Dillow, a PR agency leadership veteran with two decades of experience in outdoor, automotive, CPG, CSR and crisis communications, joined the team as an account supervisor, leading one of Kahn’s three account teams. Russell Stacey was promoted to director of
digital marketing, following his six-year track record of continual growth of the company’s digital marketing capabilities and team. Heather Buchanan was appointed to the newly created position of creative project manager.

The Automotive Content Professionals Network (ACPN), a community of the Auto Care Association, named Jonathan Briseno of SEMA Data as the 2022 ACPN Scholarship winner. The ACPN Scholarship is awarded to one individual who has the passion and determination to pursue professional and personal growth. The scholarship provides the opportunity to attend the 2022 ACPN Knowledge Exchange Conference—a gathering of content professionals and service providers in the aftermarket.

VP Racing Fuels Inc. announced the promotion of Ben Dolan to vice president of marketing. Prior to joining VP, Dolan was director of sales and marketing at holding company UGGM LLC, where he was responsible for the marketing and sales of the company’s five largest divisions, ranging from signage fabrication to diesel mechanics. He has more than 20 years of marketing and sales experience across a broad range of industries.

Arnott, a provider of air suspension products, announced the acquisition of JRi Shocks, based in Mooresville, North Carolina. JRi Shocks will continue to serve its existing markets and customers, “but will now be better positioned to grow those markets even further while also expanding into new ones,” according to Arnott. Customers should see no change in the day-to-day operations of the business.

Quadratec Inc. announced the promotion of Eric Ammerman as the company’s director of creative content. Ammerman will oversee Quadratec’s print catalog as well as its digital product pages, its highly successful YouTube channel and its Torque editorial section. Ammerman recently celebrated his 10-year anniversary at Quadratec and formerly helmed the company’s video department and YouTube channel. Additionally, he headed Quadratec’s YJL project vehicle build that was a Battle of the Builders nominee at the 2021 SEMA Show.

SCAT Enterprises announced that it has been acquired by Taglich Private Equity, which recently acquired Air Flow Research Heads, a manufacturer of cylinder heads and intake manifolds for the high-performance automotive aftermarket. The transaction includes the Procar by SCAT seating division. SCAT’s management team will remain in place along with SCAT’s production facility and employees, located at its headquarters in Redondo Beach, California. SCAT founder Tom Lieb will remain involved in the business going forward, and SCAT’s current COO, Craig Schenasi, will become CFO of the combined companies and an owner in the business.

SuperSprings International (SSI) announced changes to its leadership team. SSI restructured to establish five defined business units led by a member of its new leadership team. The units include Tom Bateman, director of marketing; Jeni Chen, director of operations; Justin Tevis, director of data and tech ops; and Ryan Dougan, controller. All members of the leadership team report to Chief Commercial Officer Adam Weisner, who reports to SSI Chairman and CEO Gerry Lamberti.

By Ashley Reyes

Two of SEMA’s leading groups—the SEMA Truck and Off-Road Alliance (TORA) and SEMA Businesswomen’s Network (SBN) are hosting a cross-council/networking mixer during Easter Jeep Safari, April 14, from 7:00 p.m.–8:00 p.m. at the Moab 4x4 Expo.

The event will bring together industry friends and colleagues for a fun evening of networking and provide TORA and SBN members the ideal opportunity to strengthen their existing connections and make new contacts.  

“This mixer is the ideal event for members at Easter Jeep Safari to expand their professional network,” said SEMA Council Director Denise Waddingham. “Current and prospective members will learn about SEMA’s resources and programs, and enjoy the camaraderie of discussing the latest industry news.”

Registration, although not required, is encouraged so that event coordinators can plan accordingly. RSVP here.

By Rachel Tatum

Garrett Reed will join SEMA Young Guns followers for an Instagram “Ask Me Anything,” Tuesday, April 5, from 9:00 a.m.–4:00 p.m. (PDT).

Reed is one of the most recognizable names on social media as @AmericanMuscleHD with more than 2.2 million followers, sharing all things automotive to connect other builders and enthusiasts to show what is happening worldwide in the automotive industry.

Garrett is focused on what the future holds and how he can contribute to the next generation to support the automotive industry.

SEMA continues to actively recruit automotive influencers for the SEMA Social Media Correspondent program. Apply now to be considered.

By Ashley Reyes

Mike Timmons is the SEMA Professional Restylers Organiziation (PRO) newest volunteer spotlight member. Timmons is the executive vice president of sales at AscendX Concepts.

Get to know Timmons in his interview with SEMA below.

SEMA: What inspired you to pursue a career in restyling/manufacturing?

Mike Timmons: I’ve worked in every aspect of our industry, from manufacturing to owning retail outlets. I’ve also worked the distribution and eCom channels. Over the last few years, I’ve learned that I love the manufacturing side of the business. Offering our distribution and retail partners a product that they can stand behind and sell, knowing their customers will be happy, is what inspires me. I’m proud of the products our brand builds and the relationships I’ve built along the way.

SEMA: Why did you decide to volunteer for PRO? How has it or will it impact you?

MT: I was a PRO committee member many years ago and believe in their message. I may not participate in all the meetings anymore, but I support the members and SEMA however I can. The biggest impact to me was the long-lasting relationships and business deals that may never have happened if I wasn’t part of PRO.

SEMA: What advice do you have for someone pursuing a career in the automotive aftermarket?

MT: My advice would be to get out there and hustle! Don’t hustle for sales but hustle for relationships. The more personal connections you make in our industry will carry you to the top and beyond.

SEMA: What is your dream vehicle? Where would we find you in it on any weekend?

MT: My dream vehicle would be a sweet ’80-ish CJ7 powered by an LS6 with a pair of Dana 60s, sitting low on 38-in. tires. And since we’re dreaming, you could find me at Pismo Beach every weekend.

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

MT: You can win with bunts; you don’t need to hit home runs every time.

SEMA: What keeps you in the industry?

MT: My love of everything automotive and the people keep me in the industry. We have the best peeps in our industry.

SEMA: Where can you be found on a Saturday?

MT: Usually in my office. Or, if I’m lucky, hiking somewhere in the Pacific Northwest with my wife and two boys.

Fill out a PRO member spotlight form to highlight how you or your company are contributing to the automotive restyling industry. Selected candidates are eligible to be featured on PRO’s social media, SEMA News and future PRO-member updates.

By Ashley Reyes

As the popularity of electric vehicles grows, experts are taking a closer look at the true environmental impact these cars have—from production to operation to disposal. Manufacturers of both alternative-fuel vehicles and traditional internal-combustion engine (ICE) vehicles are evaluating the net-zero impact and what the future looks like.

Join Dr. Robert Freerks, consultant in fuels and lubricants at RLF Enterprises, on April 20, at 11:00 a.m. (PDT), as he compares EVs to conventional ICE vehicles and explores the readiness of the U.S. electric grid to support widespread adoption of EV use throughout the country.

In just one hour, you will learn about the following:

• Equivalent emissions of an EV based on energy production mix across the U.S.
• Environmental impact of EV and battery production.
• Ability of the current electric grid to support widespread EV adoption.

Register here.

By Ashley Reyes

WARN Industries is the SEMA Truck and Off-Road Alliance’s (TORA) newest member spotlight company.

Based in Clackamas, Oregon, Warn Industries manufactures vehicle-recovery equipment and off-road vehicle accessories, and makes products for use on trucks, powersports vehicles, wreckers, military vehicles and trailers. Get to know the company’s story in SEMA’s recent interview with Andy Lilienthal, Warn Industries’ strategic communications manager below.

SEMA: Tell us the story of your company.

Andy Lilienthal: Founded in 1948 by Arthur Warn, Warn Industries began producing locking hubs for surplus World War II Jeeps, converting thousands into useful, on-road vehicles. Originally based in Seattle, Warn Industries’ innovation revolutionized the hub industry. The WARN winch, developed in 1959, was the first recreational winch. With pioneering features such as a rugged drivetrain, the WARN winch quickly became the leading brand for off-road racers, avid four wheelers, weekend adventurers and hard-working ranchers.

SEMA: What was your company’s breakthrough moment?

AL: The company’s breakthrough moment was inventing the locking 4WD hub in the ’40s and pioneering the electric truck winch in the late ’50s.

SEMA: Tell us about your business now in 2022.

AL: We are producing new products that we’ve not sold before, such as wheels. In addition, we’ve acquired a few companies in the last year and a half, including Factor 55, Fabtech and Fab Fours. We also are working on Bronco products, as well as projects with OEMs.

SEMA: Tell us about a product you are proud of.

AL: While most people know us from winches and hubs, our bumpers are top-notch. We are one of the very few companies (if not the only) in the United States that pull tests all of our bumpers ensuring they’re the best quality and provide the best performance for our users. We offer bumpers for a host of trucks and SUVs as well as powersports vehicles.

SEMA: What advice do you have for young professionals contemplating a career in the automotive aftermarket?

AL: Have an open mind to new ideas, new concepts, and new-product development.

Fill out an TORA-member spotlight form to highlight how your company is contributing to the truck and off-road specialty-equipment industry. Selected candidates are eligible to be featured on TORA’s social media, SEMA News and future TORA member updates.

By Ashley Reyes

Applications to volunteer as a leader of a SEMA council or network are now being accepted at www.sema.org/volunteer.    

Volunteers are critical to the success of SEMA councils and networks. With volunteers donating just a few hours a month, councils and networks are able to shape their respective market segments by addressing issues and concerns, and providing programs that benefit the membership. Whether it’s working with SEMA staff to build community within their market segment or group, creating awareness with legislative leaders, or developing solutions to strengthen the industry—becoming a select committee leader is much more than an opportunity to just give back.  

Applications to volunteer as a leader of a SEMA council or network are now being accepted at www.sema.org/volunteer.  

The volunteer position includes:   

• Creating awareness to their specific industry niche.
• Spearheading SEMA events and programs that benefit council or network membership. 
• Joining a forward-thinking community of industry leaders who share a common passion.  
• Identifying common challenges and developing solutions for members. 
• Developing new skills that can boost one’s career and resume.
• Making a difference and having fun with other like-minded individuals. 

The ideal candidate will have strong strategic planning skills, significant aftermarket knowledge and a passion for giving back to the industry. Apply to volunteer, or recommend someone whose expertise would help elevate the industry by April 22.

By Ashley Reyes

A custom ’37 Ford panel delivery van is going to auction, April 4–17. Individuals will be able to bid on the vehicle, which was featured on the television show “Fast N’ Loud” (Season 7, Episode 14), with proceeds from the sale supporting Victory Junction—a SEMA Cares charity.

A custom ’37 Ford panel delivery van will be auctioned April 4–17 with proceeds from the sale supporting Victory Junction—a SEMA Cares charity.

The vehicle includes custom paint with vintage patina and custom lettering to reflect an authentic shop-truck feel, white-wall tires, interior with rustic wood trim, nostalgic dash and gauges. Lebaron Bonney Co. products were used for upholstery, including seats in gray wool broadcloth with graphite-insight patterned cloth installed over a Glide Engineering seat frame, door panels with gray wool broadcloth and gray square weave carpet, which is carried throughout the floor, and dark gray napped-cotton headliner.

“Victory Junction enriches the lives of children with chronic medical conditions or serious illnesses by providing life-changing camp experiences that are exciting, fun and empowering,” said Chris Standifer, SEMA manager of recognition programs. “We applaud Gas Monkey Garage for what is truly a unique build that will go to a great cause.”

The vehicle will be available for bidding:  
Hemmings
April 4–17 
Classic Cars and Parts for Sale | Hemmings

By Ashley Reyes

The automotive aftermarket is made up of a plethora of family-run businesses. What is not often told are the stories of the remarkably talented women who are at the helm of those businesses, leading and executing the day in and day out of a majority of operations.

SEMA members will hear from Joanna Agosta Shere, president and CEO of Steele Rubber Products, as she shares her experience leading a family business into the third generation of management during the next SEMA Businesswomen’s Network (SBN) live chat, April 6, at 12:00 p.m. (PDT).

Join her as she shares the following:

• Pros and cons of running a family business.
• How the daughter came to be as the next leader.
• What it was like being in a new leadership role at the beginning of Covid-19.
• What it’s like working with both your family and husband.
• The pressure to keep the business in the family when we get to the third generation.

Like many children of family businesses, Shere began working for Steele Rubber Products by helping her grandmother file and sort company documents. In her teenage years, Shere worked in the production plant, warehouse and customer service. She ultimately received her B.A. in journalism at the University of North Carolina in Chapel Hill, and worked in the airline industry and an engineering association for six years before returning to the family business in 2005.

Back at Steele Rubber Products, Shere has worked in marketing, as customer service manager, marketing manager and then in administration. She took the role as Steele Rubber Products’ president in 2020 after a planned succession from her father.

Live chat location: SBN Facebook page and SBN Instagram live (@sbn_sema)

By Ashley Reyes

SEMA Future Leaders Network (FLN) members are invited to join the network for a Virtual Happy Hour, April 21, from 4:00 p.m.–5:00 p.m (PDT).  

The event is the ideal time for FLN members to meet and socialize while expanding and growing their professional network. Attendees will hear from FLN leadership and discover what new resources and programs are available, before breaking out into small groups where they will meet and get to know other FLN members from throughout the country.

Industry professionals 39 years of age or younger who are not currently FLN members but are interested in getting more involved in the industry and networking are invited and encouraged to attend, as it is a great way to introduce yourself and learn how FLN can help support and grow members’ careers.

Register here.