When it comes to trademark licensing, different companies have difference processes. Regardless of how your business chooses to approach the issue, a license can have a tremendous impact on how you work with manufacturers, resellers and even builders.
Learn about the importance of trademark licensing and what some restoration businesses have learned by attending the SEMA Automotive Restoration Market Organization’s (ARMO) third-quarter general membership meeting and trademark licensing discussion on Friday, September 17, at 10:00 a.m. (PDT).
In addition to a virtual panel discussion focused on trademark licensing, participants will find out what is planned for the upcoming ARMO Reception and Builder Panel at the SEMA Show, upcoming installments of the ARMO Builder Series as well as other programs and resources available to members. The meeting, which is open to all current ARMO members and companies in the restoration industry, is the ideal time to address industry issues and connect with others in the market.
Josh Sanders of Enumclaw, Washington, was recently handed the keys to the hot-rod shop where he had been working for nearly a decade. The previous owner, Denny Olson, retired after 40 years and had been grooming Sanders to take over his shop.
Sanders is now ready to show off his builder chops for the first time at this year’s SEMA Show. His inaugural entry is a ’59 Corvette that arrived in pieces from a client in California. The three-year-long project allowed Sanders plenty of time to execute on the ideas he pitched to the client, and the results speak for themselves.
The restored Vette retains its heritage with gently massaged body work and some updated features that show off his craftsmanship and attention to detail. Inside the C1 you’ll find custom Classic Instruments gauges, a machined EVOD steering wheel and updated tech in the dash. Exterior modifications include Dapper Lighting LED headlights, EVOD one-off wheels and a pop-up taillight that hides the fuel filler. The engine bay was expertly shaved and tucked with the addition of a custom-made bank of three gauges, evening out the inner fender walls.
Sanders’ vehicle is one of hundreds of custom SEMA Show builds that will compete in the SEMA Battle of the Builders. The competition shines the spotlight on the amazing talents and craftsmanship of builders. It allows enthusiasts and fans a chance to learn the stories behind the builds, get to know the builders and be inspired along the way.
Visit the SEMA Show YouTube Channel for more videos and builder interviews and be sure to subscribe so that you don’t miss any future episodes.
SEMA exhibitors are busy preparing for the SEMA Show and planning to reconnect with the industry in person for the first time since 2019. Attendees will be able to touch, feel and experience all the new products manufacturers have been developing. Make sure you don’t miss seeing the exciting new products at the Show; get a sneak peek at what they will show by regularly checking the Online Media Center.
Below are some of the latest announcements you will find in the Online Media Center:
PFI Speed owner Brent Leivestad (left) sat down with PRI
President Dr. Jamie Meyer to share his story.
As the Environmental Protection Agency (EPA) targets and increases enforcement against automotive aftermarket companies through its National Compliance Initiative, the federal agency is harming legitimate businesses in the motorsports industry. Despite the EPA’s nonbinding, informational claims that it is not targeting aftermarket companies that produce parts for dedicated race cars, the EPA continues to pursue cases based on supposition, impose inordinate monetary fines and pursue legal actions to the contrary.
Recently, the EPA issued a fine against PFI Speed, a small speed shop in Colorado, for selling just 37 Hondata S300s over a two-year span. The fine was issued after company owner Brent Leivestad complied with an EPA inquiry for details about the company’s sales. Without any other contact from the EPA, Leivestad was shocked to receive a letter accusing the shop of selling illegal products. The letter included an $18,000 fine that, if not paid within 30 days, could increase to as much as $180,000.
“I was dumbfounded. I couldn’t even believe it,” said Leivestad. “I am a speed shop and sell race parts—I didn’t know that was wrong. I didn’t understand the basis of the EPA’s claim, I didn’t go in front of any trial or talk to anybody from the EPA, and the threat of ‘settle and pay within 30 days or else’ felt like a real shakedown intended to deny my rights.”
To protect the motorsports industry against further EPA overreach, PRI is calling on the racing industry and enthusiasts to unite and urge Congress to pass the Recognizing the Protection of Motorsports (RPM) Act. The bipartisan bill will clarify that it is legal to convert street vehicles into dedicated race cars, and that businesses can legally produce, market and install racing products.
“There are thousands of legitimate motorsports businesses that are at risk of EPA overreach,” said Dr. Jamie Meyer, Performance Racing Industry (PRI) President. “The EPA is putting these businesses—which are typically small, homegrown, less sophisticated shops—in situations where they have to take on the full might of the federal government. The EPA is doing nothing to validate its enforcement efforts, and these small businesses are left with little choice but to comply.”
The EPA, which is responsible for enforcing the Clean Air Act (CAA), a 1970 law that regulates motor vehicles on streets and highways throughout the United States, has been fining businesses such as PFI Speed for producing, selling and installing race use-only products. The products are often used on vehicles that began as street cars and were subsequently converted into dedicated race cars that are trailered to and from the track, and never driven on streets or highways again.
The CAA only applies to vehicles driven on streets and highways, and the EPA contends that it is not targeting race-only vehicles. However, the EPA has pre-classified many motorsports products as illegal and is issuing fines without investigating the circumstances. Companies selling these products are presumed guilty by the EPA, regardless of the product’s use.
“The RPM Act must be passed into law to provide the racing community with certainty and confidence in the face of EPA threats,” said Meyer. “Without the RPM Act, businesses will shut down and the entire motorsports community will be severely impacted. It’s time for the motorsports community to push back and protect our racing rights.”
Leivestad agreed: “I’ve been doing this for 20-plus years, and it sounds like the EPA is trying to put us out of business. We need to get behind the RPM Act and get it pushed through now, more than ever.” Leivestad shared his full story with Meyer in a 30-minute interview available here.
Additional information about the RPM Act, which was recently introduced in the House of Representatives and is expected to be introduced in the Senate soon, can be found at SaveOurRaceCars.com. Motorsports businesses and enthusiasts are encouraged to contact their legislators and urge them to pass the RPM Act to clarify that it is legal to convert street vehicles into dedicated race cars used solely on the track.
Whether it’s a driver, industry icon, TV personality or famous
vehicle, featuring a familiar face or iconic vehicle in your
booth provides buyers with an identifiable, visual connection
of the company's target market.
SEMA Show exhibitors planning to host a special appearance in their booth may submit their Celebrity Appearance Notification form up until Show time. Whether it’s a driver, industry icon, TV personality or famous vehicle, featuring a familiar face or iconic vehicle in your booth provides buyers with an identifiable, visual connection of the company’s target market.
Exhibitors can learn how to get the most out of their 2021 SEMA Show, as well as additional options to reach buyers, by contacting an account rep at sales@sema.org or 909-396-0289.
Information about the 2021 SEMA Show is available on www.SEMAShow.com.
Click here for a complete listing of 2021 SEMA Show deadlines.
SEMA Ignited, the official SEMA Show afterparty, is back in-
person and in Las Vegas. This year the event will take place at
the new LVCC West Hall parking lot.
It’s been two years since the sights of the parade of custom vehicles from behind the walls of the trade-only SEMA Show; Formula DRIFT competitors narrowly missing the cement drift box barriers; flames shooting from the chrome headers of vintage dragsters; the smells of nitrous and burning rubber; and the sounds of squealing tires, high-revving engines, the cheering crowd and rocking bands.
SEMA Ignited, the official SEMA Show afterparty, is back in-person and in Las Vegas. This year the event will take place at the new LVCC West Hall parking lot.
Credentialed 2021 SEMA Show attendees can access the event for free with their badge. Enthusiasts can access the event by purchasing one of two ticket types—a previously offered SEMA General Admission Ticket or the all-new SEMA Friday Experience that gives the ticket holder Friday access to the SEMA Show and to SEMA Ignited.
SEMA Ignited General Admission Ticket
View hundreds of cars and trucks as they parade out of the Las Vegas Convention Center, drifting by Formula DRIFT, food, music and much more.
What You Get: Includes entry to SEMA Ignited, Friday, November 5, from 3:00 p.m.–10:00 p.m.
Price: $20 if purchased online or at the SEMA Ignited Ticket Office on Friday, November 5.
SEMA Friday Experience Ticket
For the first time ever, SEMA is offering a limited number of enthusiasts entry into the trade-only SEMA Show through the purchase of the SEMA Friday Experience ticket. The SEMA Show offers an attendee experience like no other trade show on the planet. It’s the best place to see the newest automotive performance products and to discover the latest product and vehicle trends.
What You Get: Includes Friday entry into the SEMA Show from 9:00 a.m.–4:00 p.m. and entry into SEMA Ignited from 3:00 p.m.–10:00 p.m. on Friday, November 5.
Important Restrictions: Each person must pick up their own ticket. You may not send anyone else in your place. NO EXCEPTIONS. Please be prepared to show a valid government-issued photo ID when picking up your ticket. The name on your photo ID must match the name on this confirmation. No one under the age of 16, including infants, is allowed access to the exhibits. No exceptions. Show management does not provide childcare services on-site. Use of a school-issued ID to prove age is not acceptable unless it provides a date of birth. Tickets CANNOT be reproduced, transferred or resold. No day of purchases will be permitted.
Price: $60 if purchased by October 8, or $90 if purchased between October 9–November 4. No on-site ticket purchases will be permitted.
Through the SEMA Award, SEMA exhibitors that make the
products and accessories for today’s popular models identify
the vehicle platforms they believe are best for accessorizing.
As industry experts, SEMA Show exhibitors are encouraged to vote for the vehicles that best showcase their products.
In addition, a new category has been added to the 2021 SEMA Award Program. To recognize a fast-growing segment of the light-truck market, SEMA is adding “Mid-Size Truck of The Year” to the category list, which includes:
Car of The Year
Full-Size Truck of the Year
Mid-Size Truck of The Year
4x4/SUV of The Year
Sport Compact of The Year
Through the SEMA Award, SEMA exhibitors that make the products and accessories for today’s popular models identify the vehicle platforms they believe are best for accessorizing.
The program creates awareness for aftermarket products, and is an example of the ongoing collaboration SEMA has with automakers and aftermarket manufacturers to bring quality products to market. SEMA also helps aftermarket manufacturers with product development through the SEMA Garage, measuring sessions and technology transfer.
Votes must be submitted by the September 30 deadline. The winners will be announced at the 2021 SEMA Show, November 2–5, in Las Vegas.
Showgoers who book their hotel through the SEMA Show block will
save money on resort fees.
Showgoers booking through onPeak—the SEMA Show housing partner—receive guaranteed low rates on a wide range of hotel properties at locations on and off the Las Vegas Strip.
Booking through the SEMA Show block not only offers discounted nightly rates for SEMA Show participants, but also offers reduced resort fees so you can save even more on your stay.
See below for the list of hotels offering discounted nightly resort fees.
Hotel Name
onPeak Resort Fee
Hotel Resort Fee
Savings Difference
Aria Resort and Casino Las Vegas
$35
$45
$10
Ballys Las Vegas
$35
$37
$2
Bellagio
$35
$45
$10
Caesars Palace
$45
$45
$0
Circus Circus Hotel
$20
$36.28
$16.28
Conrad Las Vegas at Resorts World
$39
$45
$6
Courtyard by Marriott—Convention Center
N/A
N/A
N/A
Downtown Grand
$23
$29.95
$6.95
Elara, Hilton Grand Vacations
$25
$25
$0
Embassy Suites Convention Center
N/A
N/A
N/A
Encore at Wynn Las Vegas
$25
$45
$20
Excalibur
$30
$35
$5
Flamingo Las Vegas
$35
$37
$2
Golden Nugget
$25
$34
$9
Harrah's Las Vegas
$35
$37
$2
Hilton Grand Vacations Club at the Flamingo
$25
$25
$0
Hilton Grand Vacations – Las Vegas CC
$25
$25
$0
Hilton Grand Vacations on the Strip
$25
$25
$0
Las Vegas Hilton at Resorts World
$39
$45
$6
Las Vegas Marriott
N/A
N/A
N/A
Luxor Hotel and Casino
$30
$35
$5
MGM Grand Hotel Casino
$35
$39
$4
New York New York Hotel and Casino
$35
$37
$2
OYO Hotel and Casino
$20
$37
$17
Palace Station
$22
$39.67
$17.67
Paris Las Vegas
$37
$39
$2
Park MGM
$35
$39
$4
Planet Hollywood Resort and Casino
$37
$39
$2
Renaissance Las Vegas
$20
$30
$10
Residence Inn Convention Center Las Vegas
N/A
N/A
N/A
SAHARA Las Vegas
$29
$39.95
$10.95
SpringHill Suites Convention Center
N/A
N/A
N/A
The Cosmopolitan of Las Vegas
$39
$51.02
$12.02
The Cromwell
$37
$45
$8
The LINQ Hotel & Casino
$35
$37
$2
The Mirage Hotel and Casino
$30
$39
$9
The Palazzo Resort Hotel Casino
$27
$45
$18
The Venetian Resort Hotel Casino
$27
$45
$18
The Signature at MGM Grand
$35
$39
$4
The STRAT Hotel
$15
$37
$22
The Westin Las Vegas
$24
$32
$8
Treasure Island
$29
$39
$10
Tropicana LV—A Doubletree by Hilton
$25
$37
$12
Trump Hotel Las Vegas
$10
$39.68
$29.68
Tuscany Suites and Casino
N/A
N/A
N/A
Vdara Hotel and Spa
$35
$45
$10
Westgate Las Vegas Resort (fmr. LVH)
$35
$36.99
$1.99
Wynn Las Vegas
$25
$45
$20
Note: Rates listed on the onPeak website do not include the resort fee.
When making your hotel reservations through the SEMA Show Travel & Lodging page, you are receiving the most affordable and convenient hotel options through our partnership with onPeak—the only official hotel provider for the 2021 SEMA Show. All negotiated rates provided by onPeak include resort fees and will allow you to change or cancel your reservation without any financial penalties.
More information about the SEMA Show, Tuesday–Friday, November 2–5, is available on www.SEMAShow.com.
Entering at least one product in the New Products Showcase
puts your latest products in front of thousands of qualified
buyers from every segment of the specialty-equipment
industry.
The New Product Showcase is the No. 1 reason buyers attend the SEMA Show. In fact, nearly 60% of SEMA Show buyers head to the Show with a list (plan) of the exhibitors they need to connect with. The first stop for most of these buyers will be the SEMA Show New Products Showcase, a modern museum of New Products that are available to customers now, or making their market debut at the Show.
Exhibitors are encouraged to take advantage of the this opportunity to enter at least one product in the Showcase. Not only does the Showcase provide exhibitors with an additional avenue to reach new buyers away from their booth displays, products that meet the new product criteria may qualify to receive additional benefits, including eligibility for a SEMA Show New Product Award.
The best part: the first product you enter is free!
In addition to the inherent benefits of entering the Showcase, each product will be photographed by SEMA's team of professional photographers, and the images will be featured in SEMA News and at www.SEMAphotos.com. They will also be promoted to the media and available to buyers at the Show.
Entry Fees:
The first product entered in one category in the New Products Showcase is FREE!
Additional $75 per product category before October 8.
After October 8, the cost is $150 per entry.
No refunds provided after October 8.
Entries submitted on-site will be accepted on a space availability basis.
For more information on New Products Showcase display guidelines, visit www.semashow.com/esm.
UnderCover has been named the SEMA Truck & Off-Road Alliance’s (TORA) newest member spotlight company. In SEMA’s Q&A with the company’s Vice President of Sales Cory Kraft, he shares UnderCover’s breakthrough moment and what projects the company is working on in 2021.
SEMA: Tell us the story of your company. How did your company start?
Cory Kraft: UnderCover was born from a drawing on a napkin at a Christmas party in the late ’90s, and the proceeding tonneau cover, the UnderCover Classic, was the first-of-its-kind for its design in the one-piece cover market.
SEMA: What was your company’s breakthrough moment?
CK: Our company’s breakthrough moment occurred with the release of the UnderCover Flex folding cover. Traditionally, Undercover only offered one-piece products. This new cover allowed the expansion and reach to provide truck bed covers for customers across every spectrum of the tonneau cover market.
SEMA: Tell us about your business now in 2021 and what are some projects you are working on?
CK: We have been very fortunate in 2021. Demand has increased 40% compared to pre-pandemic levels, and we have expanded our production lines to meet demand. The unique challenges of 2021 are still present. To adapt, the UnderCover team is always working on new projects across platforms. For instance, we have expanded our bed cover lineup with the UnderCover Triad. Additionally, we are continuously looking for ways to improve existing offerings, launch new products and improve our reach.
SEMA: Tell us about a product that you are proud of.
CK: We are most proud of our UnderCover SwingCase. The automotive industry was previously filled with toolboxes primarily aimed at professional use. No product in the market was tailored to the enthusiast that also had a truck bed cover and needed a storage solution for the bed of their truck. The UnderCover SwingCase has been able to enter this market to meet every consumer’s needs.
SEMA: What advice do you have for young professionals contemplating a career in the automotive aftermarket?
CK: Don’t limit yourself to a category. To a degree, performance, accessories and overland fields are all interconnected. Become involved in the industry, learn as much as possible and work to find and achieve your passion.
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 eNews and future TORA member updates.
When it comes to trademark licensing, different companies have difference processes. Regardless of how your business chooses to approach the issue, a license can have a tremendous impact on how you work with manufacturers, resellers and even builders. 
UnderCover has been named the SEMA