By Ashley Reyes

The SEMA Wheel & Tire Council (WTC) named Michael Landry, vice president of franchise development at RimTyme, as this week’s WTC spotlight volunteer. Learn more about his career and industry advice in his Q&A with SEMA.

SEMA: What led you to obtaining a career in the wheel and tire industry?

Michael Landry: Our publicly traded company launched a franchise brand specializing in custom wheels and tires.

SEMA: How has being a WTC volunteer or member impacted your professional career?

ML: I have been able to keep my corporation informed on the rapidly evolving wheel and tire industry.

SEMA: What advice do you have for someone pursuing a career in the wheel and tire segment?

ML: My advice is to learn all you can. Network and become a subject-matter expert.

SEMA: Where can we find you on a Saturday?

ML: Watching my LSU Tigers play football.

Fill out a WTC spotlight application to share how you or your company are contributing to the wheel and tire segment of the automotive aftermarket. Selected candidates have the opportunity to be featured on SEMA eNews, social media, and WTC member updates.

By Ashley Reyes

The SEMA Professional Restylers Organization (PRO) named Garrett Pahlke as the council’s latest volunteer spotlight member.

Pahlke is the CEO at Top Coverage—a family-owned restyling business that specializes in custom leather interiors, appearance packages, commercial vehicle accessories and more. Get to know the best advice he’s ever received, and what advice he has for someone pursuing a career in automotive restyling in his Q&A with SEMA.

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

Garrett Phalke: There are so many outstanding professionals in PRO who have so much knowledge and experience within the automotive industry. Courtney Pahlke (my sister and business partner) and I see PRO as a huge benefit to gain and promote ideas along with being a part of problem solving for today’s issues within the industry.

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

GP: Be forward thinking. Trends keep changing in the auto industry and you will only fall behind if you focus on just what’s in front of you.

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

GP: My dream vehicle is a ’67 Shelby Mustang fastback. You would find me on an open country road.

SEMA: What is the best advice you’ve ever received?

GP: The best advice I had ever received was to listen more than talk.

SEMA: What keeps you in the industry?

GP: I truly enjoy the completion of our projects. Whether it is giant truck builds or intricate appearance packages, it’s a great feeling to know you completed a unique vehicle.

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 eNews and future PRO-member updates.

By Ashley Reyes

SEMA members are invited to a webinar, Friday, May 7, at 12:00 p.m. (PDT) to tap into the knowledge and expertise of women who broke through the glass ceiling and discovered, through their own personal trial and error, how to succeed.

Geared to help those in executive roles, or those on the path to an executive position, this webinar will feature women currently in key management roles as they share personal stories that will inspire and motivate other women in their career goals. Participants will hear from Tiffanie Hartenstein, CEO and co-founder, Oracle Lighting; Kim Cape, director of global brand and integrated marketing, Ford Motor Co.; Claudia Shaefer, CEO, Caliber Collision; and Amy Faulk, CEO, Hypertech, as they share stories and encourage open dialogue on topics ranging from stress/burnout, team morale, technology, education, workload challenges and more.

Register today.

The SDC Data Excellence recognizes the companies that have worked with SDC to recreate and relaunch industry-leading product data sets. Here are products from current SDC members that have achieved data excellence.

GATE King
Tailgate Adjuster

Designed to replace your truck's stock tailgate cables, Gate King allows you to adjust your tailgate height in a multitude of positions using our patented Tailgate Adjuster technology. Treated using the most advanced processes and coated to withstand even the toughest dirt, rain, sleet, or snow. Hand-crafted and built-to-last, each Gate King set is made to our exact standards to be certified Castel Strong.

Designed in California, and made in the USA, Gate King provides strength and durability in a variety of positions to suit your cargo needs.

www.castel-usa.com
PN: 231518

Oracle Lighting
Dodge Challenger Dynamic ColorSHIFT Headlight Halo Kits

Oracle lighting has launched two new Dodge Challenger Dynamic ColorSHIFT Headlight Halo Kits for model years '08-'14 and '15-'21. Encased in a special polymer resin, Oracle Lighting’s surface mount halos are completely waterproof (they can function properly even when submerged underwater), and they easily install by attaching directly to the exterior of the headlight lens using a patent-pending system. Oracle Lighting also uses advanced LED chips that produce an impressively bright output while consuming less power. This simple process cuts down installation time from hours to just minutes.

www.oraclelights.com  
PN: 1292-33 ('08 –'14)
PN: 3990-332 ('15–21)

Tuffy Security Products
Console Safe For '19+ RAM Pickups

Tuffy's Security Console Safe for '19 and newer RAM pickup models slides directly into the existing OEM center console and is concealed under the sliding OEM tray.  An exclusive, weather-resistant lid support allows the lid to stay open while reaching into the console. The company’s Pin-Lock hinge design adds to the security of the console safe, which has 400ci of lockable storage space. Minor drilling is required for a secure installation and all mounting; hardware is included.

Constructed of welded steel with a durable texture powdercoated finish, it’s equipped with Tuffy’s patented Pry-Guard locking system which consists of a 10-tumbler bitted security lock and accompanying key. The key can only be removed when the console is locked and must be removed in order to slide the OEM tray backward.  

www.tuffyproducts.com
PN: 354
Note: Not compatible with 2019 RAM models with the Longhorn or Limited trim levels.

Exclusive for SEMA Show 2021 participants, Las Vegas hotels are offering unbeatable nightly rates—but only when you book through the SEMA Show hotel block on www.SEMAShow.com.

SEMA Show management has compared rates against other online travel sites and found that you can save an average of 30% each night on the best available retail rates, and you can still accrue hotel loyalty rewards points.

Hotels That Save You $100 Per Night or More

• ARIA
• Bellagio
• Conrad Las Vegas at Resorts World
• Cosmopolitan Of Las Vegas
• Encore
• Excalibur
• Las Vegas Hilton at Resorts World
• MGM Grand
• SpringHill Suites - Las Vegas Convention Center
• The Palazzo at The Venetian
• The Signature at MGM Grand
• The Venetian Resort Las Vegas
• Vdara
• Wynn

Hotels That Save You 50% Per Night or More

• Bellagio
• Encore
• Excalibur
• Luxor
• The Signature at MGM Grand
• Vdara
• Wynn

Anticipation for the SEMA Show is high. People are eager to reconnect with friends, network with new contacts, get back down to business, and be inspired at the world's leading celebration of product ingenuity, vehicle-performance innovations and the passion for automobiles.

The SEMA Show takes place November 2–5, in Las Vegas. Book your hotel through the SEMA Show hotel block at www.SEMAShow.com.

SEMA eNews highlights new products from industry companies each week. To have your product considered for upcoming issues, send product press releases to editors@sema.org.

Aeromotive Inc.
Direct Drop-in Module for ’82–’97 Camaro

Aeromotive Inc. has developed direct drop-in fuel pump modules for the ’82–’92 and ’93–’97 Chevrolet Camaro. The modules deliver the proper amount of fuel for high-performance street and racing applications and are designed specifically for the factory tanks.

The modules are available in two configurations for each generation, ’82–’92 and ’93–’97: 200 liters-per-hour (LPH) and 340 LPH. Both feature a factory-sized outlet cap to maintain fitment with the OEM fuel tank and fuel/electrical bulkheads all pre-installed. Outlet and return ports along with electrical terminals are positioned in the OEM location for easy installation, requiring no modifications to the tank. During installation, -06 AN fuel outlet and return lines need to be plumbed in lieu of OEM fuel lines in addition to upgraded wiring to power the larger fuel pump.

The 200-LPH fuel pumps are capable of supporting naturally aspirated gasoline applications up to 600 hp and forced-induction gasoline applications up to 450 hp. The 200-LPH fuel pump is not compatible with E85 ethanol applications. For those trying to maximize horsepower, the 340-LPH fuel pump can support naturally aspirated gasoline applications up to 850 hp, naturally aspirated E85 ethanol applications up to 595 hp, forced-induction gasoline applications up to 700 hp and forced-induction E85 ethanol applications up to 490 hp.

https://aeromotiveinc.com
’82–’92 and ’93–’97 Chevrolet Camaro 200 LPH, PN: 18071, 18072
’82–’92 and ’93–’97 Chevrolet Camaro 340 LPH, PN: 18073, 18074

Malco Products, SBC
7-8 Millimeter C-RHEX Drivers

Malco Products, SBC announced the expansion of its best-selling line of C-RHEX cleanable, reversible magnetic hex drivers to include 7- and 8mm hex sizes. These new millimeter models will be available in three lengths: 2 in., 4 in. and 6 in.

Malco's classic dual-sided 1/4-in. and 5/16-in. C-RHEX drivers allow users to quickly change between popular hex sizes and eliminate troublesome buildup of sheetmetal shavings with the swipe of a glove or towel. Available in four lengths, C-RHEX drivers are quick to set up and change between sizes while the driver shank remains installed in the drill chuck.

Since the initial introduction, the C-RHEX line now includes the new 7- and 8mm hex sizes, in addition to the existing 8- and 10-millimeter; 6- and 8mm; 5/16- and 3/8-in.; and 1/4- and 5/16-in. drivers.

www.malcoproducts.com

Premium Guard
Mobile App and e-Catalog

Premium Guard Inc. (PGI) has released a new, advanced mobile app and e-catalog for its line of automotive filters at www.pgfilters.com. The new catalog features intuitive and robust search functionality for easier application lookup and parts search. Designed to help users easily identify the exact part needed for their application, the e-catalog offers three search options: Classic Search, Dynamic Search, and VIN Number Search.

The catalog covers all of Premium Guard’s extensive filtration product line including oil, air, cabin, fuel and transmission filters, as well as ancillary product needed to perform a proper and complete service such as oil filter housing caps, drain plugs and wiper blades.

www.pgfilters.com/filter-lookup

DiabloSport
’21 Ram 6.4L Hemi Supported on Pulsar 32454

DiabloSport has announced that the most innovative tuning solution for late-model Ram trucks is now available for the ’21 Ram 2500/3500 6.4L Hemi models. Pulsar, 32454, offers on-the-fly tuning, with eight preset levels to choose from. Power levels and options are changed right through your factory steering wheel controls. From increased horsepower and torque, to the ability to adjust tire size or gear ratio, Pulsar offers the features you want for your ’21 Ram 6.4L truck.

Feature list:

• Adjust power levels on-the-fly (eight total levels) with steering wheel controls.
• Displays power level on your dash.
• Gains of up to 25 hp and 40 lb.-ft. torque (peak).
• Calibrate speedometer for tire size (29 in.–59 in.) and gear ratio (2.00-5.99) changes.
• Enable/Disable Multi Displacement System (MDS).
• Revamped throttle pedal sensitivity mapping for improved drivability.
• Optimized ignition timing for better throttle response and fuel efficiency.
• Improves towing performance, fuel economy and overall driving experience.
• Read and clear diagnostic trouble codes.

www.diablosport.com

MAHLE Motorsport
Ford 5.2L VooDoo Drop-in Forged PowerPak Piston Kit

MAHLE Motorsport’s latest addition to its Ford Modular piston assemblies now includes the Ford 5.2L VooDoo Drop-in Forged PowerPak Piston Kit. Machined and inspected with the same stringent standards by MAHLE Motorsport North America, this forged replacement piston is available as a drop-in, ready-to-run assembly that requires no rebalancing or compression ratio change.

The pistons are designed to accept either the OE rod with tapered small end, or an aftermarket rectangular rod. They are dual coated with phosphate and MAHLE’s proprietary GRAFAL coating for reduced drag and wear, and feature hard anodized top ring grooves for maximum durability and to protect against micro-welding. 1.0, 1.0, 2.0mm factory PTWA bore-compatible performance rings are also included. The 7.8cc crown design has a compression ratio of 12.0 to 1 based on a 57cc head volume, and calculated at .012-in. below deck and a .039-in. head gasket thickness. The PowerPak piston kit comes complete with pins and clips, and can be purchased through any MAHLE Motorsport distributor.

www.mahlemotorsports.com
PN: 930258401

By Stephanie Martinez

In partnership with Ford Motor Company, the SEMA Garage in Diamond Bar, California, will host a Measuring Session for the upcoming ’21 Ford Bronco, May 3–7.

The event will allow SEMA manufacturing members to have a close-up experience with the fullsize Bronco ahead of the vehicle’s public release. Two vehicle platforms will be featured:

Two-Door

• Badlands trim
• 2.3L I4 EcoBoost engine
• Seven-speed manual transmission

Four-Door

• Badlands Sasquatch trim
• 2.7L V6 EcoBoost engine
• 10-speed automatic transmission

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, scheduled appointments will be required. Due to high demand, all appointments will be time-limited and subject to approval by availability. All attendees will be required to sign an NDA upon arrival.

OEM CAD data through SEMA’s Tech Transfer program is currently unavailable.

Register now.

For more information, call 909-378-4856 or 909-330-0641.

*All registered attendees must submit to an initial temperature check, wear face coverings and gloves and practice social distancing during their appointment.

By Ashley Reyes

SEMA Virtual Education remains committed to empowering industry professionals by sharing innovative strategies, information and learning through new and engaging webinars.

Mark your calendars for the following upcoming webinars and stay tuned to SEMA eNews as additional sessions are announced throughout the year. For a comprehensive library of upcoming and on-demand sessions that members can access anytime, visit www.sema.org/virtual-education.

Tuesday, April 27—Interview Skills

Track: Industry Segments, Powered by SEMA Councils and Networks

Series: Perfecting Your Job Search Series, Powered by the SBN

An interview may be the most important step of a job search. At this point, the prospective employer has already reviewed your résumé, determined that you meet their qualifications and has picked you as one of their top candidates. Get tips and tricks from HR professionals on what to do and what to avoid in an interview in order to secure the job offer. This one-hour interactive program will give participants confidence and strategies for a successful job interview.

Register here.

JUST ADDED: Tuesday, May 4, 2021—SEMA Virtual Town Hall

This Virtual Town Hall will provide SEMA members with the latest industry news and details on association programs impacting the specialty-equipment market. Led by SEMA President and CEO Chris Kersting, the program features association leaders as they share details about the 2021 SEMA and PRI Trade Shows, EPA emissions compliance, a new membership program that unites the motorsports industry, and plans for a new SEMA Garage in the Detroit area.

Register here.

JUST ADDED: Tuesday, May 11—The Growing Diversity of the Light-Truck Market, Powered by TORA

Series: SEMA Industry Insight Series

Track: Trends & Research

Learn about the light-truck vehicle landscape and emerging trends and opportunities during this webinar presented by the SEMA Market Research team. Attendees will receive important information to help understand the light-truck market, detailed analyses of main truck segments, and an overview of new trends and shifts in overlanding, off-road, diesel and more.

Register here.

JUST ADDED: Thursday, May 20—More Than Just Jeeping: Other Ways People Go Off-Road

Track: Industry Segments, Powered by SEMA Councils and Networks

Learn how to capitalize on the growing interest in the outdoor and backcountry lifestyle by taking part in this webinar presented by the SEMA Truck and Off-Road Alliance (TORA). Participants will learn about the evolving landscape of the off-road market, the different ways people are going off road and related products that businesses may want to consider to increase sales.

Register here.

By Ashley Reyes

Nearly 15 years ago, passenger cars and light trucks each represented about half of all new light vehicles sold in the United States. Today, the share of light trucks—pickups, SUVs, CUVs and vans—is roughly 76%.

As automakers prioritize light truck models, these segments are expected to continue to dominate both the market for new vehicles and the specialty aftermarket. Find out how light trucks are expected to shape the market by joining SEMA Market Research in a live webinar on May 11, at 11:00 a.m. (PDT).  

Webinar participants will learn about the growing diversity of the light truck market and receive new information that will help them make more informed, strategic business decisions.

SEMA Live webinars allow participants to hear from and engage with presenters in real-time during the event.

Register here for “The Growing Diversity of the Light Truck Market, Powered by TORA.”

By SEMA Editors

The September 2021 issue of SEMA News will highlight rising stars in the automotive aftermarket industry who are age 35 and younger. If you know a leader in that age range as of September 1, 2021—whether they are in manufacturing and design, marketing, retail, events and media, or distribution—we would like to hear from you.

Many SEMA members are currently working with creative young professionals who are already industry trailblazers. They may have played key roles in leveraging new and emerging technologies with a traditional automotive aftermarket business to expand company reach, improve product development, energize marketing efforts or upgrade customer interaction.

They could be budding talents at an established company, entrepreneurs building their own brands or innovators who have launched companies that might become big names in the future. What they all will have in common are fresh ideas, enthusiasm, charisma and the drive to succeed.

SEMA News looks for candidates drawn from diverse industry segments who are already making a significant impact through their leadership within their organizations or businesses. Entrepreneurship, commitment, insight, innovation, integrity, responsibility, demonstrated skill, involvement and success within the marketplace weigh heavily in the decision-making process. We’ll honor the winners in the September issue of SEMA News and on www.sema.org.

Nominate a candidate now for the 2021 SEMA News 35 Under 35. Nominations are due May 31.