By Ashley Reyes

As the automotive specialty-equipment market enters 2022, companies need to be informed about current industry issues and what to expect in the new year and beyond in order to make the best decisions for their business.

SEMA members will learn everything they need to know to plan ahead during the January 19 webinar, “Outlook for 2022: Industry Forecast, Supply Chain Projections and Changing Consumer Demographics.”

During this webinar, SEMA Market Research will provide their forecast on the industry’s growth in the coming years, discuss the current supply-chain disruption and when things will likely resolve and explore generational shifts within the industry’s consumer base and what they mean for the industry moving forward. 

Presented live by Gavin Knapp, SEMA director of market research, and Kyle Cheng, SEMA market research manager, this event is the ideal time to ask questions to the presenters and get an in-depth overview of the of the upcoming “Future Trends Report” from SEMA Market Research.

Log in to SEMA Education to register.

By Ashley Reyes

Eighty-eight percent of consumers are unlikely to return to your website if they can’t navigate the page, and research shows that more than half of all websites in the automotive aftermarket are in need of updating.

Barry Alt of Motorhead Digital shares analyses of websites from more than 450 aftermarket restoration, performance and restyling shops.  

In today’s digital age, maintaining your business’s online presence and website is more crucial than ever before. User experience is the key to success and higher conversions, and ignoring your online presence can result in a customer’s ability to find you or navigate your service, and encourage them to shop elsewhere.  

In a recently released recording of the 2021 SEMA Show Education seminar “Why Ignoring Your Online Presence is Costing You Money,” Barry Alt of Motorhead Digital shares analyses of websites from more than 450 aftermarket restoration, performance and restyling shops.  

“In our research, we learned that 55% of industry websites look unprofessional,” said Alt. “Ninety-four percent of first impressions are from people coming to your website and your design. Eighty-eight percent of consumers are unlikely to return if they can’t navigate your website.”

Alt shares real-world examples and research on how companies build an amazing website, rank better in search and get people to their site for free and how to spend money that produces real results.

The seminar is available at semashow.com/education to both SEMA members and nonmembers at no cost. The Virtual Education Portal includes a comprehensive collection of educational webinars and resources targeted to the automotive aftermarket. New seminars are added regularly. Among the newest additions are the following recordings from the 2021 SEMA Show:

• Emissions Compliance: What You Need to Know (Track: Legal and Regulatory)
• Middle East Tazweed (Track: International Roundtables)
• SEMA State of the Industry (Track: Aftermarket Updates and Future Trends)
• Small Business Hacks: 25 Shortcuts for Your Success (Track: Small Business Strategy)
• Women Who Build, Powered by SBN (Track: Builders)

Users can access the program at semashow.com/education. 

By Ashley Reyes

Innovative speakers and dynamic presenters who can share new ideas, technologies and expertise with the industry are invited to apply to present at the 2022 SEMA Show and in the association’s year-round virtual education program by visiting www.sema.org/speakers.

Speaker proposals for the 2022 SEMA Show must be submitted by January 7, 2022.

The SEMA Education Program helps industry professionals gain new skills and ideas, and learn about new trends and topics from the automotive aftermarket’s top experts and presenters. The year-round virtual program, which saw thousands of SEMA members participating since its debut in January 2021, provides thought-provoking, forward-thinking webinars that help participants take their businesses and careers to the next level. Likewise, educational seminars are an essential component of the SEMA Show where industry professionals come to network in person and learn new business strategies.

Topics of interest for 2022 include:

• Aftermarket Updates and Future Trends
• Digital Marketing
• Automotive Electronics
• Legal & Regulatory
• Small-Business Strategy
• Electric Vehicles
• Vehicle Technology
• Leadership
• Business Management

Speaker proposals for the 2022 SEMA Show must be submitted by January 7, 2022. Virtual education proposals can be submitted at any time throughout the year. Submit a proposal today at www.sema.org/speakers.

For more details, contact Gary Vigil, SEMA senior manager of professional development, at garyv@sema.org or 909-978-6738.

By Ashley Reyes

SEMA launched a new online education library to provide the automotive aftermarket with easy and affordable year-round access to experts and leaders.

The new SEMA Virtual Education Portal at sema.org/education includes a comprehensive collection of educational webinars and resources targeted to the automotive aftermarket.

From technical details about advanced driver-assistance systems (ADAS) and legislative and advocacy updates, to best practices and tips on common business skills and behind-the-scenes conversations with industry leaders, celebrities and icons, the new SEMA Virtual Education Portal at sema.org/education includes a comprehensive collection of educational webinars and resources targeted to the automotive aftermarket.

“The SEMA Virtual Education Portal provides the automotive aftermarket with a one-stop-shop of industry-leading education and resources that will support the industry throughout the year,” said Gary Vigil, SEMA senior manager of professional development. “The portal is user-friendly and provides businesses and employees a convenient way to learn best practices and increase their knowledge in order to advance in their careers.”

Employees of SEMA-member companies will have the distinct advantage of being able to access most education at no cost or at a discount, but all sessions are available to anyone in the industry—regardless of SEMA membership status. SEMA Show education is free to everyone. New users will need to create a free individual user profile and log on to the system.

Through sema.org/education, users will find:

• Recordings of 2021 SEMA Show Education seminars (to be added in the coming months). 
• Live and simu-live virtual sessions that allow participants to connect with speakers in real-time.
• Recommended sessions, based on individual profiles.
• Easy-to-find sessions sorted by categories, topics and industry segments.
• A personal dashboard of purchased or registered items.

“We collaborate with leading subject-matter experts and the most dynamic speakers to bring the industry the best experience possible,” added Vigil. “Participants of the education program can expect comprehensive presentations, insightful discussions, and entertaining videos that teach, inform and inspire.”

More than 50 on-demand sessions are already housed on the SEMA Virtual Education website. Searchable categories include but are not limited to marketing and sales, small business strategies, legislative and regulatory, trends and research, vehicle technology and professional development. New content will be added weekly.

Users can access the program and create a personal profile at sema.org/education.

By Richard Hail

In advance of the nationwide premier of the SEMA Battle of the Builders one-hour television special airing on the HISTORY Channel on January 23, 2022, viewers can check out this ’34 Ford 5 window coupe that Troy Gudgel of BBT Fabrications brought to the SEMA Show.

As one of the Top 12 in the Hot Rod category, the vehicle features virtually all reworked or replaced sheet metal and the powerplant in this coupe is a 427 LS bolted to a BDS supercharger which is topped by a 4-port Hilborn injection system. All four corners flaunt genuine Halibrand magnesium wheels complemented by Kinmont-style disc brakes from Walden Speed Shop.

The interior panels were machined out of aluminum including the custom “era-correct” A/C vents. Dakota digital gauges were added into the hand-formed dash. Custom-built seats finish off the immaculate interior of this hot rod. Click on the video to watch the full story behind this build.

To see more on the SEMA Battle of the Builders program, mark your calendars for January 23, 2022, and tune in to the HISTORY Channel at 9:00 a.m. (EST). Details are also available at www.semabotb.com, or SEMA’s YouTube channel.

By Ashley Reyes

Editors, reporters and editorial teams from all over the world will connect with manufacturers of racing and performance parts and accessories at the MPMC Media Trade Conference, taking place entirely online January 25–27, 2022.

While the deadline for priority registration has passed, journalists can still sign up to participate by visiting www.sema.org/mtc. Personalized schedules will be created for media, based on the companies they select during the application process.

Below are top reasons why media should not miss out on the event:

Not your average conference: Unlike traditional trade shows, where manufacturers are focused on buyers and making sales, exhibitors are here to share information with journalists. They are prepared with press materials and have staff who can answer a reporter's questions.

Personalized schedules: Media will select which manufacturers fit their editorial needs and match their target audience, so only meetings that are requested and relevant are scheduled.

Meet up to 14 exhibitors a day: By attending all three days of the conference, journalists can have up to 42 quality meetings (up to 14 each day) with representatives from manufacturers of racing and performance products who come prepared to discuss everything from their newest product line to changes at their company to industry trends.

Live product demonstrations: The event includes dozens of manufacturers sharing new products, company updates and plans for the future race season. Meetings are private and live, and they take place through video.

Media participation is free: This exclusive and affordable opportunity is free to media, making it the ideal event for journalists to obtain editorial content on the latest industry news and trends that can be shared to their audience throughout the year.

Learn more and sign up at www.sema.org/mtc or contact pr@sema.org.

Following three days of competition at the 2021 PRI Trade Show in Indianapolis, the Hot Rodders of Tomorrow (HROT) has announced its 2021 National Champion team as the high school squad E3 Spark Plugs from Burton Center for Arts & Technology in Virginia.

Team E3 Spark Plugs from Burton Center for Arts & Technology in Virginia.

“It was good to be back, and [we] appreciate all the support of SEMA, Performance Racing Industry (PRI), our sponsors, volunteers, schools, teachers and parents who make this possible. We will be back in 2022 and are looking forward to it,” an HROT representative said.

The E3 Spark Plugs team was led by instructor Chris Overfelt and finished with an average time of 20 minutes and 51 seconds. Second place went to the Forsyth Central High School team sponsored by SCAT, which came in with a time of 22 minutes and 2 seconds. Third place went to the Moroso team from C.D. Hylton High School, who finished with a perfect engine build with a time of 22 minutes and 23 seconds.

The timed engine-building competition sees teams of high-school students disassemble and reassemble a small-block Chevrolet engine in less than 33 minutes (including penalties). Winning teams receive scholarship opportunities to various technical schools.

For a video of the awards ceremony, visit the Facebook Live recap here. For more information, visit hotroddersoftomorrow.com.

Get an inside view of the PRI Trade Show at the Indianapolis Convention Center in the heart of the hardcore racing industry. While at the Show, racing manufacturers and service providers gained direct access to the worldwide racing marketplace. Exhibitors got face-to-face with buyers for hands-on sales presentations, and business was done. Show attendees also enjoyed a wide variety of in-depth educational seminars, networking events and conferences that took place during the Show.

Click here to see the highlights.

By Ashley Reyes

Crystal Wiken is the SEMA Young Executives Network’s (YEN) newest spotlight member. Wiken is the digital marketing coordinator at BOLT Lock, a subdivision of STRATTEC Security Corp.—one of the world's largest producers of automotive locks and keys.

Learn about Wiken’s career in her interview with SEMA below.

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

Crystal Wiken: The best career advice I’ve received is, “If you want to succeed, you need to stand out on your own. People respond to truth and authenticity.” It's important to be to be creative and stand out both in my work and in how I hold myself out in the world.

SEMA: What keeps you in the industry?

CW: I did not once see myself in the automotive industry, but I’m sure glad that I found myself here. Things are always changing, and they’re always exciting and fun. The atmosphere is one of the things I love the most. While networking, I find that everyone is passionate not only about their specific roles, but also the industry as a whole. It’s exciting to be a part of something much more—it’s more like a community.

SEMA: Where can you be found on a Saturday?

CW: On a Saturday you can find me with a Starbucks in hand, playing with my three dogs and going on drives in our Mustang!

SEMA: How do you prepare for an important meeting?

CW: In a few steps: identify the purpose for the meeting, pinpoint details, spread the word, finalize agenda and drink lots of coffee!

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

CW: Our family consists of huge Ford fans. I’d love to go to lunch with Henry Ford! How cool?! Not only was he the founder and leader of Ford Motor Company, but he was also a pioneer that launched a system starting the mass production and sale of the first affordable automobile to the American public. Not only would it be educational to listen to the start of it all, but also hear how his commitment to the industry at the time resulted in many innovations of Ford.

If you are a current YEN member, fill out a YEN member spotlight form. Selected candidates may be featured on YEN’s social media, SEMA eNews and YEN-member updates.

By Ashley Reyes

The SEMA Businesswomen’s Network (SBN) named Rebeca Olavarrieta, president of Roco 4x4, as the newest #SheIsSEMA spotlight member.

Olavarrieta started her career in the automotive aftermarket 16 years ago as a bookkeeper for a shop and has been with her current company for 15 years. Learn about her career in her interview with SEMA below.

SEMA: Being a woman in the industry, what have been your biggest challenges and accomplishments?

RO: I think the challenges for women in the automotive industry are similar to challenges that women in other fields face. Sexism, access to equal opportunities and compensation deter women from approaching a career in the automotive industry. During my career I’ve learned to approach these challenges as opportunities to demonstrate gender is not a limitation.

SEMA: What are three qualities that got you to where you are today?

RO: Resilience, enthusiasm and patience.

SEMA: Who are your role models or mentors in the industry? How have they helped you along the way?

RO: All of the women of SBN. I’ve been fortunate to meet my share of what I like to call the Wonder Women of the automotive industry—women with whom I’ve had opportunities to tackle projects like the SBN Mustang build, to having difficult conversations like how to help women find a life-work balance.

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

RO: You can’t please everybody, period. This is a very powerful reminder that in almost every scenario you will encounter someone who will have something negative to say. If you allow this to get under your skin, it can deter you from trying new things. Focusing on the fact that you can’t please everyone helps you to not take derogatory comments personally.

SEMA: Have you always wanted to work in the automotive industry? What keeps you here?

RO: The automotive industry intrigued me since my teens. I’ve had opportunities to change industries, but there is a gravitational pull that I really can’t explain that keeps me in the automotive industry.

SEMA: Who was the most influential person on your career/goals?

RO: I can’t name one person, but I can name one event. The SEMA Show has been the most influential event in my career in the automotive industry. Every year I get to see the vehicles and meet new people and it is definitely the reason why I volunteer with SEMA. Without the SEMA Show, this industry would not be the same.

Do you know, or are you, a woman with a career in the automotive industry? Fill out a #SheIsSEMA spotlight form to submit a self-nomination or nominate a colleague and highlight how you or she is contributing to the specialty-equipment industry. Selected candidates are automatically eligible to be considered for SBN’s #SheIsSEMA Woman of the Year award, featured on SBN’s social media, SEMA eNews and recognized on the www.sema.org/she-is-sema website.