Trim-Lok Inc. Announces Major Midwest Expansion

A rendering of Trim-Lok’s more than 150,000-sq.-ft. facility in Elkhart, Indiana.

Trim-Lok has announced a major expansion in the Midwest, entering into an agreement to occupy a new, state-of-the-art facility on the eastern border of Elkhart, Indiana. This new facility will be 150,000 sq. ft. of manufacturing and warehousing space and an additional 5,500 sq. ft. of office space with the latest technologies to support all facets of their business. Trim-Lok’s expansion will create many additional jobs, including manufacturing and warehouse jobs, as well as office positions to support the investment the company is making in equipment to increase manufacturing capacity and implement new capabilities. This location provides Trim-Lok with shorter transit lanes for raw material and finished goods and will allow better management of freight for both Trim-Lok and its customers.

Edward W. McCormick Joins Truck Hero Inc. as CFO

Truck Hero Inc. has announced the appointment of Edward “Ted” W. McCormick as CFO. He joins the company’s senior leadership team and reports to William Reminder, president and CEO. McCormick will be responsible for leading all aspects of Truck Hero’s finance and IT organizations, with a focus on key strategic initiatives and functions to support the company’s growth objectives. He has more than 20 years of private and public company experience. Prior to joining Truck Hero, McCormick held CFO roles at The Bountiful Company and Roland Foods. Prior to that, he spent more than 16 years with Unilever, where he held senior finance positions in supply chain, the Pepsi/Lipton Partnership, Ben & Jerry’s and in the Unilever foods business.

Continental Launches New North America Automotive Aftermarket Website

Continental has launched a new website encompasing all of Continental’s OE-quality aftermarket replacement parts, diagnostic equipment and solutions for specialty vehicles. The new website at continentalaftermarket.com serves as a central location for all product information, cataloging, training, news and more, and allows easy access to all of Continental’s brands.

A major component of the new website is the Continental Online Parts Catalog, which offers a year/make/model look-up along with a VIN search, cross reference, buyer’s guide, a where-to-buy feature, and links to product information and specifications, how-to videos and technical document downloads. In addition, the Continental website also features a “Training Central” section that provides a variety of online training programs, webinars and how-to demonstration videos to help users expand their technical knowledge about the products and their specific applications.

SEMA WTC, TIA President, Outgoing TIA CEO to Headline California Tire Dealer Luncheon

Chris Barry of The Independent Tire Dealer Group (ITDG) will serve as the event’s emcee.

The California Tire Dealers Association (CTDA) will hold its luncheon CTDA/1-800EveryRim New Year Luncheon at Geezers in Santa Fe Springs, California, January 20. SEMA Wheel & Tire Council (WTC) select committee member Steve Swanson, national sales manager of The Carlstar Group, Tire Industry Association (TIA) President Mason Hess of Purcell Tire and outgoing TIA CEO Roy Littlefield will headline the event. Chris Barry of The Independent Tire Dealer Group (ITDG) will serve as emcee. CTDA urges early RSVPs as an overflow crowd is likely. The event is open to the tire and wheel industry and free to tire and wheel retailers and CTDA members. Sponsorships are still being accepted, as well as door prizes and table favors. For sponsorship inquiries, contact CTDA Executive Director Marc Connerly at 650-357-0600 or mconnerly@connerlyandassociates.com. Tire and wheel retailers may RSVP with CTDA President Billy Eordekian at 562-351-4840 or Billy@1-800EveryRim.com.

Kelly Tapped to Write About VP Racing Fuels’ First 50 Years

VP Racing Fuels Inc. has commissioned Jim “JK” Kelly to author a book chronicling the company’s first 50 years in business, from 1975–2025. Kelly served in various capacities in his 30-plus years with VP, including regional manager and also as director of sales and marketing. While Kelly retired to write novels, six to date, Kelly continued to work with the company as a marketing consultant. His most recent novel, Deadly Driver, is a fictional thriller about a Formula 1 driver who’s been forced to work for the CIA. That novel has received excellent reviews from world champion racers and the media.

LSI Adds 24,000-sq.-ft. Shipping, Distribution Hub

Lubrication Specialties Inc. (LSI) has 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.

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.

By Kyle Cheng

While U.S. economic growth was underwhelming in the third quarter, incoming economic data suggests growth is revving up in the fourth quarter, barring any major setbacks from omicron or other major uncertainties.

According to the latest ”SEMA Industry Indicators” report, rising inflation is dampening consumer confidence, with sentiment dropping to a decade low in November.

Consumers look positioned to continue to spend money. Savings rates remain well above pre-pandemic levels. Additionally, there continues to be extremely strong demand for workers and wages are rising as a result. However, rising inflation is dampening consumer confidence, with sentiment dropping to a decade low in November. Despite this, expect consumer spending to continue.

The availability of things to buy, however, remains constrained. Inventory levels for new vehicles continue to be constrained. Dealer levels typically cover roughly two and a half months of sales. Today, on average, they can only cover about two weeks. Backlogs at West Coast ports also continues to grow. As a result, pent-up demand continues to build. This will likely fuel solid growth through at least the first half of 2022.

To learn more about the latest trends affecting the economy and the specialty-equipment industry, download the latest “SEMA Industry Indicators” report today at www.sema.org/research.

Other reports on trends facing the specialty-equipment industry from SEMA Market Research:

SEMA State of the Industry—Fall 2021: This report explores the current state of the specialty-equipment industry—how businesses have fared during the pandemic, how supply-chain disruptions are affecting the industry, current trends and sales performance and outlook for 2022 and beyond.

SEMA Emerging Trends: Electrification, Alternative Power and Advanced Technology: This report examines the current landscape of electrification in the United States, providing a realistic outlook for electric vehicles in the future as well as implications of advancing technology for our industry.

By Juan Torres

Production Tesla Model S Plaids routinely run 9-second ETs at dragstrips. Electric-powered cars routinely compete at drifting events. Electric SUVs will compete in the 2022 Race of Champions series. Electric powertrains are proving their performance. Although still in its relative infancy, the electric motorsports market is on the rise. Savvy professionals will be able to see key players in the EV racing and performance space, including OEMs, builders and suppliers, by visiting the new EV Performance Zone at the 2021 PRI Trade Show.

The EL1 Pro Drift Camaro and MRE Racing Super Late Model will be among the electric race cars displayed in the new EV Performance Zone at the 2021 PRI Trade Show.

Taking place December 9-11, 2021, at the Indiana Convention Center in downtown Indianapolis, the PRI Trade Show will include for the first time an area dedicated to electric race and performance vehicles, specialty EV builders and EV component suppliers.

“The PRI Trade Show is about embracing new technologies and helping the industry stay ahead of trends,” said Dr. Jamie Meyer, PRI president. “Electric vehicles are an important emerging trend in the performance and racing industries, and PRI Trade Show attendees will be able to see firsthand the latest in EV tech and advanced electric-powered vehicles while at the Show in Indianapolis.”

Located in the Wabash Ballrooms 1-3, the EV Performance Zone will feature electric race vehicles and components, as well as experts from leading companies in the performance EV space.

“The EV Performance Zone will showcase a comprehensive collection of electric race vehicles and related products,” said Meyer. “This is going to be the best place to learn about the rising market segment and discover how your company can take advantage of it.”

The 2021 PRI Trade Show marks the motorsports industry’s first and largest in-person business gathering since the pandemic. Exhibitors will showcase the latest products, services, machinery, simulation and testing technologies, and trailers, for the racing industry in a single location. PRI encompasses all forms of motorsports and attracts attendees from all 50 states and all over the world, including professional race teams, retail shops, warehouse distributors, engine builders, fabricators, dealers, installers, jobbers and media.

To learn more about the PRI Trade Show, visit PRI2021.com/TradeShow. To register for the 2021 PRI Show, visit PRI2021.com/Attend.     

https://www.sema.org/yenBy Ashley Reyes

Alan Reyes is the SEMA Young Executives Network’s (YEN) newest spotlight member. Reyes is the founder and president of Xtrusion Overland, a company that designs and manufactures off-road vehicle racks and accessories, home and industrial use racks, modular toys and more.

From more than 200 applicants, Reyes was selected as a Top 15 Launch Pad semifinalist earlier this year. His competing product, Modular Cargo Bedracks, is a modular cargo solution that allows the usage of T-Slot aluminum profiles as its main component, thereby resulting in a complete, customizable platform for the end user. Learn more about Reyes in his interview with SEMA below.

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

Alan Reyes: When life gives you lemons, make lemonade! Life is what you make of it. Positive thinking in every aspect of life will help you achieve your goals and ultimately bring happiness. Always stay positive, regardless of the situation.

SEMA: What keeps you in the industry?

AR: The passion to modify vehicles, add my personal taste and create innovative products.

SEMA: Where can you be found on a Saturday?

AR: I can be found spending time with my wife and kids out at the park or at home watching a movie. As long as it is quality time spent with my family, the place is not important.

SEMA: How do you prepare for an important meeting?

AR: I like to prepare with basic information, but I am a person that works under intuition, see how things develop and take quick decisions. My impulsive nature brings both new challenges and great solutions.

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

AR: Henry Ford. He was a visionary who did what others thought impossible and revolutionized the auto industry and manufacturing standards.

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.

The PRI Trade Show, to be held December 9–11 in downtown Indianapolis, provides dozens of conferences, seminars, social gatherings and more to help the industry share new ideas. Among those are networking opportunities and events from the SEMA Young Executives Network (YEN), the Motorsports Parts Manufacturers Council (MPMC) and the SEMA Businesswomen’s Network (SBN).

The PRI Trade Show provides dozens of conferences, seminars, social gatherings and more to help the industry share new ideas.

On Wednesday, December 8, from 4:00 p.m.–5:00 p.m. (EST) on the evening before the first day of the PRI Trade Show, MPMC will host its MPMC Happy Hour. Enjoy a snack and a beverage while chatting with fellow motorsports manufacturers about current challenges and solutions—plus get answers to your questions about SEMA and MPMC. This event is open to all PRI exhibiting manufacturers. To RSVP to the MPMC Happy Hour, click here.

On Thursday, December 9, from 5:00 p.m.–6:00 p.m. (EST), YEN members are invited to join the YEN Networking Mixer. Take advantage of this opportunity to meet new contacts, strengthen existing connections while winding down from day one of the PRI Trade Show. While networking, you’ll be able to learn about programs and events YEN has planned in 2022 and meet YEN’s Select Committee in addition to other YEN members. Light appetizers and drinks will be provided. To RSVP for the YEN Networking Mixer, click here.

Female racing and aftermarket industry professionals will connect with female racing students in the inaugural Gear-Up Girl Lunch powered by SBN on Friday, December 10, from 12:00 p.m.–1:15 p.m. (EST). Reserved only for women, this fun and dynamic event serves as a networking opportunity for professionals to give back and share advice with today’s female youth. To RSVP for the Gear-Up Girl Lunch powered by SBN, click here.

On Friday, December 10, from 5:00 p.m.–7:00 p.m. (EST), the MPMC PRI Reception will serve as an opportunity to close out Day 2 of the PRI Trade Show while networking with industry friends, colleagues, members of the media and the the MPMC Select Committee. The event is open to all manufacturers and media. Enjoy hot hors d’oeuvres and drinks. To RSVP for the MPMC PRI Reception, click here.

For a complete list of events at PRI 2021, and to add them to your Show planner, visit here. For more information, visit performanceracing.com/tradeshow.

Journalists have until December 15 to submit an application at www.sema.org/mtc for priority registration and receive the best possible schedule for the 2022 MPMC Media Trade Conference.

Taking place entirely online January 25–27, the annual conference connects journalists with manufacturers of racing and performance products though quality meetings and interviews. Journalists hear from key company spokespersons, see new products in action and get detailed information specific to their audience’s interests that may be dispersed throughout the whole year.

Media participation is free to all editorial representatives, making the event the most affordable and efficient way to learn about new trends and product lines from exhibiting motorsports manufacturers. Learn more and sign up at www.sema.org/mtc or contact pr@sema.org.

By SEMA Washington, D.C., Staff

SEMA and its partner organizations that comprise the Buy Safe America Coalition thanked the U.S. House Energy & Commerce Committee for passing legislation that protects Americans from criminals who sell counterfeit and stolen goods through online marketplaces.

The INFORM Consumers Act, H.R. 5502, requires online marketplaces to verify certain information about high-volume third-party sellers of consumer products (sellers who make 200 or more discrete sales or transactions totaling at least $5,000 during any continuous 12-month period in the last 24 months), including the seller’s bank account number, business tax identification number or a taxpayer identification number, and contact information. The bill also requires high-volume third-party sellers with $20,000 in annual gross revenue through an online marketplace to disclose to consumers the full name of the seller or company, business address, and contact info (current working email address, phone number, or other direct electronic messaging for the seller) after each sale. The bill empowers online marketplaces to suspend high-volume third-party sellers of consumer products who do not provide the required information within 10 days of the request from the online marketplace.

The Buy Safe America Coalition represents a diverse group of responsible retailers, consumer groups, manufacturers, intellectual property advocates and law enforcement officials who support efforts at all levels of government to protect consumers and communities from the sale of counterfeit and stolen goods. The Coalition urges the U.S. House of Representatives and Senate to pass the Inform Consumers Act to help protect individuals and small businesses alike.

“We are alarmed by the danger posed to unsuspecting consumers when they purchase what they believe to be legitimate auto parts and equipment,” said Daniel Ingber, SEMA’s vice president of government and legal affairs. “The reality is that major sources of counterfeit products are internet consumer purchases that arrive in the United States via postal and overnight carriers. We are confident that by passing commonsense legislation like the INFORM Consumers Act, we can stop these bad actors from selling dangerous counterfeit automotive parts and equipment to unsuspecting consumers.”

There has been a steep rise in the sale of counterfeit automotive parts on online marketplaces, posing a threat to the safety of U.S. consumers. The coronavirus pandemic has only exacerbated the issue of counterfeit product sales, as traffic towards e-commerce has grown and current regulatory standards fail to hold third-party marketplaces accountable.

A recent study published by the Buy Safe America Coalition found that illegitimate imports entering the U.S. cost domestic retailers nearly $54.1 billion in sales annually and more than 39,000 jobs in wholesaling and 280,000 retail jobs—paying more than $13.6 billion in wages and benefits to workers—were lost because of counterfeit production.

For additional information, contact Eric Snyder at erics@sema.org.

In partnership with Toyota, the SEMA Garage in Diamond Bar, California, has announced a Measuring Session, powered by the SEMA Professional Restylers Organization (PRO), for the ’22 Toyota GR86, December 13–15.

The SEMA Garage will host a Measuring Session featuring the ’22 Toyota GR86.

The event will allow SEMA members to have a close-up experience with this newly designed vehicle. This event will feature the GR86 and GR86 Premium composed of the following:

• 2.4L 4-Cylinder Boxer Engine
• Rear-Wheel Drive (RWD) Drivetrain
• Six-speed Manual Transmission
• Automatic Transmission
• Active Safety Suite (on Auto Transmission options)
• Pre-Collision Braking System
• Pre-Collision Throttle Management
• Adaptive Cruise Control (ACC) with Lead Vehicle Start Alert
• Lane-Departure Warning with Sway Warning
• Automatic High Beams
• Parking Assist (on Premium models)
• Reverse Automatic Braking (on Premium models)

Please note that 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 require scheduled appointments. Due to high demand, all appointments will be time limited and subject to approval by availability.

Toyota technicians will be on-site to provide disassembly of selective components.

*All registered attendees will be required to an initial temperature check, wear face coverings and gloves, as well as practice social distancing during their appointment.

Register now.

Dear SEMA Member:

A strong SEMA Board means wise leadership and an association that serves its members well. As a member of the Association, we are currently seeking your recommendation for industry leaders to serve on the SEMA Board of Directors.

The following seats are open for this year’s election:

• Manufacturers (3 open seats)
• Manufacturers Rep (1 open seat)

Please take a moment and tell us whom you would recommend as a potential nominee for a board member position by completing and submitting a nomination form. To help the vetting process, please include brief information about the nominee’s qualifications, such as background, experience and achievements that would make that nominee an outstanding board candidate.

Nominations for the SEMA Board of Directors are due on Wednesday, January 5, 2022. Please complete and submit the nomination form.

We urge you to take part in the nominations process—our industry has many individuals who would be an asset to the Board, but we need you to help bring them to the attention of the Nominating Committee.

Thank you for your attention to this important request.

Sincerely,

Chris Kersting, CAE
SEMA President & CEO

By Ashley Reyes

Restylers are experts at their craft and typically landed their jobs because of their knowledge and expertise in accessories. What restylers often neglect is an understanding about sales and working with dealers. This information can be critical to helping generate more business. When walking into a dealership, restylers must be equipped to explain why their company’s services are a good fit in order to gain their attention and earn their business.

Through the help of the SEMA Professional Restylers Organization (PRO) Sales Training Manual, automotive restylers are discovering new ways to increase their sales profits. The manual is used as the foundation for the SEMA Accessory Sales Professional Exam, which restylers, installers and accessory retailers can take to certify their sales expertise and set their business apart from competitors.

Whether working with existing accounts or making cold calls to prospect for new business, the manual lists critical steps that restylers should make to maximize every sales opportunity. The steps include, but are not limited to:

• Invest in Your Sales Team, Reap the Rewards: Good salesmanship is vital to the success and growth of your business. Give your sales reps the tools and training they need, and they will take your business to the next level and you will reap the rewards.
• Dress for Success: Dealers are businesspeople and dress for the part. Dress like a pro, and you will put your customers at ease more easily and more easily earn their respect.
• Know Your Products: To work in sales, dealership managers and salespersons have to know all about the product line they’re selling. Dealers will expect you to be able to do the same thing with the products you’re selling.
• Know Your Company: As important as it is to know about the products your company sells, it’s just as important to know about your company. The manual poses critical questions that will improve your ability to deliver more convincing sales presentations.

In addition to what constitutes a good sales rep, the manual contains in-depth information on key elements of a sales strategy, how to promote your image and brand, as well as provides marketing tools and resources.

PRO members can learn about the PRO Training Sales Manual at www.sema.org/pro-sales-training-manual or contact Denise Waddingham at deniselw@sema.org for a free copy.

Learn about the SEMA Accessory Sales Professional Exam at www.sema.org/proexam.