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

Milwaukee Tool
Four New Hooks and Picks

Milwaukee Tool is expanding its mechanic's hand-tools lineup to feature four new hose picks and two new sets. The newly designed hose pick sets offer a puncture protection flat hose pick that eases user frustration and reduces the frequency of damaging hoses while loosening, pulling, and prying at them.

These new hooks and picks feature an all-metal core for up to 50% more durability, a larger shank, and a more durable tip designed to remove hoses. The comfort grip handles give users increased tool control and comfort while resisting harsh chemicals commonly found in garages that cause grips to deteriorate. Mechanics often move from mini to hose picks when they need specific shapes to pry under hoses and gain longer reach to access their work while providing durability and leverage. Each pick has a specific angle for different applications and comes in 90°, 45°, flat, and hook hose pick types, all with reinforced metal tips that resist bending when loosening stubborn hoses. The innovative flat pick provides puncture protection and reduces damage to hoses. These chrome-plated tools provide superior rust protection and are backed by a lifetime guarantee.

Ringbrothers
Carbon-Fiber Steering Wheel

Ringbrothers announced the release of its new carbon-fiber steering wheel with billet aluminum spokes and a 3D-printed stainless-steel center cap. Available with either a crushed carbon-fiber or carbon-fiber weave hoop, the three-spoke steering wheel first appeared on the Ringbrothers’ recent ’69 Dodge Charger “CAPTIV” build before being available to the public. As a result, this wheel design was named “The Murph” after CAPTIV owner and New Zealand based race car driver Greg Murphy.

The wheel is 14.5 inches in diameter and fits the ’67 to ’94 GM steering column spline as well as universal Ididit/Flaming River steering columns.    

Flowmaster
New FlowFX Cat-Back Applications

These new Flowmaster FlowFX cat-back exhaust systems are manufactured using durable 409 stainless steel throughout and features 3.5-in. mandrel bent pipes for better gas flow. A FlowFX “straight-through” muffler is used for a moderate sound level and maximum performance. These kits use existing factory hanger locations and include installation instructions and all the necessary hardware.

Maximum power improvements:

• GM 6.2L: 16 horsepower and 16 lb.-ft. of torque
• Ram 6.4L: 13 horsepower and 15 lb.-ft. of torque
• Ford 6.2L/7.3L: 7.1 horsepower and 11.6 lb.-ft. of torque

Heise
New RGB and RGBW Lighting Products

Heise LED Lighting Systems by Metra Electronics has added RGB and RGBW LED to its product lineup. Now shipping is a universal RGBW LED Underglow Lighting Kit, RGBW Bulk Wire, and RGB Bulk Wire. These products are designed to be compatible with other Heise RGB and RGBW products. They offer colorful, durable RGB and RGBW lighting solutions with less installation time and labor.

Universal RGBW LED Underglow Lighting Kit

• Includes (2) 48-in. and (2) 36-in. LED tubes.
• Dual connection to controller for maximum current and even illumination.
• Mounting hardware and extension cables included.
• Requires RGBW-CB1 controller (sold separately) that works with Metra RGBW smartphone app.
• RGB LEDs plus true white LED color.
• IP rating: IP67.
• One-year limited warranty.

RGB Bulk Wire

The RGB-250SPL Bulk Wire from Heise is designed specifically for use with our Heise RGB lighting products. This wire features water-resistant black over-mold to protect the individual cables.

RGB-250SPL Product Specifications

• Length: 250 ft.
• Gauge: 22 Gauge.
• Wire colors: R/G/B/BL.
• Water-resistant black over-mold.
• Works exclusively with Heise RGB lighting products.
• One-year limited warranty.

Co-hosted by the SEMA Garage and SEMA’s Emerging Trends & Technology Network (ETTN), the Southern California Society of Automotive Engineers (SAE) is staging an event at the SEMA Garage in Diamond Bar, California, Saturday, April 23, from 10:00 a.m.–2:00 p.m., to showcase its students in front of the local industry.

This event will provide a great networking opportunity between SEMA-member companies, additional industry professionals and university students who are part of Formula and Baja SAE competition teams. It will include a career fair, allowing companies to recruit upcoming graduates. Students will also have an opportunity to gain feedback from industry professionals on their engineering and business presentations as preparation ahead of their upcoming competition.

SEMA staff will provide facility tours and showcase product-development services utilized by automotive aftermarket companies. Lunch will be provided.  

Register here.

This event will provide a great networking opportunity between SEMA-member companies, additional industry professionals and university students who are part of Formula and Baja SAE competition teams.

By SEMA Editors

Dates and locations have been scheduled for several upcoming SEMA-sponsored shows, measuring sessions and activities.

By SEMA Editors

Latest Jobs Added to SEMA Career Center

Are you hunting for a new job? The SEMA Career Center has a comprehensive listing of automotive-related job openings around the country. Here are some of the latest jobs posted to the website.

Product Data Specialist
CYC Engineering Inc. is hiring a product data specialist responsible for authoring and maintaining all parts and accessories product and vehicle fitment data in accordance with industry data standards within the automotive aftermarket. The specialist must have experience with data management with strong problem-solving skills. In addition to very strong technical skills, the position requires the ability to work well alone and coordinate with a team.

Motorsports Salesperson
ProCharger is hiring a motorsports sales and technical services representative with a comprehensive understanding and passion for the high-performing motorsports industry as well as strong mechanical aptitude. This position will also be involved in drag races and building relationships with our racers. Other duties include the ability to travel to select races, events and trade shows.

Manufacturing Process Engineer
Cognito Motorsports Inc. is hiring a manufacturing process engineer directly responsible for improving the processes, documentation and efficiencies, applied at each stage of the product production cycle, from building-to-packaging-to-shipping. This position will work with cross-functional teams, including engineering, manufacturing, assembly/packaging, marketing and contract manufacturers to establish and refine production processes and workflows. This position is also responsible for concurrently developing, reviewing and improving detailed bills of operations for new and existing products with a focus on manufacturing and assembly efficiency, quality control, repeatability and timely completion.

The September 2022 issue of SEMA News magazine will again 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, 2022—whether they are in manufacturing and design, marketing, retail, events and media or distribution—we would like to hear from you by May 1. In addition, for the first time ever, self-nominations are also allowed this year. (Those nominating themselves must provide an industry reference.)

Many SEMA members are currently working with creative young entrepreneurs and 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 also 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 2022 SEMA News 35 Under 35. Nominations are due May 1.

By Ashley Reyes

SEMA council and network select committees consist of volunteers who contribute their time and expertise to help develop meaningful programs for members. Volunteers are critical to the councils’ and the industry’s success. In return, volunteers gain a lot through the process.

The SEMA Businesswomen’s Network (SBN) select committee.

Applications are now available at www.sema.org/volunteer, where employees of SEMA-member companies can apply for a seat on a council or network select committee.

There are nine councils and networks that represent different segments of the automotive aftermarket—from auto restoration, restyling, emerging trends and technology, truck and off-road and more.

Here are just a few benefits members get by volunteering on a SEMA Council or Network select committee:

• Understand the industry at large. It’s always beneficial to meet others in your same market niche who you can talk to about the state of the industry, its challenges and opportunities. Working with other select committee members really allows you to get a sense of how the industry at large is doing. As you’re helping to better the industry, you’re also able to come up with new ideas and understand where the opportunities are for your business.
• Make valuable business connections. Chances are you may meet some of your most trusted, go-to colleagues in the industry or perhaps even a mentor, while serving on the select committee. You’ll find that the select committee consists of some of the brightest, most innovative individuals in the industry, and they just might be individuals who you turn to when you need business advice or want to bounce ideas off.
• Develop personal friendships. You’ll meet individuals who have common interests and share a passion for the industry that you love as well. It’s not uncommon for select committee members to make life-long friendships while serving the council.
• Gain hands-on experience. As a leader in the industry, you will receive leadership training and guide the council and the industry in new programs and services.
• Boost brand awareness. Both the volunteer and the company gain great visibility. You and your company are highlighted, quoted and featured or mentioned as programs are developed.
• Address challenges and opportunities most important to you or your company. As a select committee member, you’re able to prioritize the issues that you see as most important and have a voice at the table. You’re able to make a difference in the areas that matter most.

The Professional Restylers Organization (PRO) select committee.

If you want to apply for a seat on a select committee, or would like to recommend someone who you think would be great in this role, you are invited and encouraged to fill out the form at www.sema.org/volunteer by the April 22 deadline. The ideal candidate will be able to commit 5–10 volunteer hours a month, have strong strategic planning skills, significant aftermarket knowledge and a passion for giving back to the industry.

If you are interested in volunteering at a different level, or on a subcommittee or task force for a council or network, please contact Council Director Denise Waddingham at Deniselw@sema.org for more information.

  By Ashley Reyes

The SEMA Businesswomen’s Network (SBN) is accepting renderings for its 2022 All-Female Build, where an entirely female crew will modify a Ford Bronco 4-door Wildtrak provided by Bronco Brand.

Women will modify all aspects of the car, including the engine, chassis, drivetrain, interior, sound system, exterior and paint.

The project will highlight women in the automotive industry while supporting females pursuing careers in the field. Women will modify all aspects of the car, including the engine, chassis, drivetrain, interior, sound system, exterior and paint.

Renderings may be submitted by a female in the automotive industry or a female student. This is a great opportunity for female designers to showcase their work and have their build idea featured at the 2022 SEMA Show.

Submission period has concluded.

By Ashley Reyes

The SEMA Automotive Restoration Market Organization (ARMO) named Barry Alt as the council’s latest volunteer spotlight member. Alt is the founder and digital marketing strategist at Motorhead Digital, a digital marketing agency that provides marketing strategies and programs for automotive restoration, performance tuning and restyling shops.

Get to know Alt in his interview with SEMA below.

SEMA: Did you ever consider another career or industry, and what made you choose automotive restoration?

Barry Alt: I've been a car guy all my life and attended trade school for auto services and auto body and planned to work in the automotive industry. After school, life happened and I never actually worked in the aftermarket space as a mechanic but have always done most of my own work and painted a few cars over the years.

After 11 years working in retail and three years at a software startup in Boston, I spent 20 years building my business A2Z Enhanced Digital Solutions LLC into a successful digital marketing agency. After 20 years of supporting multiple industries, I shifted my focus and founded Motorhead Digital in 2017 to help and support the auto restoration, performance and restyling segment of the automotive aftermarket industry that I love.

I choose to support this space because I found that I have a lot of shared values and interests of the people that work in the automotive aftermarket and really understand them. At the end of the day, I’m a car guy and huge motorhead who loves working and supporting the amazing people in this space and wouldn’t want to be anywhere else.

SEMA: What’s the best advice you ever received? How has this advice helped you either professionally or personally?

BA: I have two things that I can share as the best advice I’ve ever received. One was advice from a friend and accountability partner that said, “Why aren’t you focusing on and working with the car people you know and love?” She said, “They’re your people,” and that I needed to shift the focus of my digital agency and start working solely in the automotive aftermarket space. She knew that I loved and knew so much about this space that I needed to help shops as much as I could, and it was the best decision that I’ve ever made for my business.

Additionally a mentor of mine also once said, “Try and only work with people that you’d have over to your home for a barbeque and a beer.”

Both of these have affected me professionally or personally and made life so much more enjoyable and rewarding.

SEMA: If you could do one thing over from the course of your career, what would that be?

BA: I wish I would have joined SEMA and started working in and supporting the automotive aftermarket space 20 years earlier.

SEMA: What keeps your passion going in this industry?

BA: Besides all the cool stuff going on in the restoration industry, I love the people and passion in the auto-restoration space, helping their businesses succeed online and want to help more shops. That’s what keeps me going.

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

BA: There are so many. Some would think this is an odd choice but I’ve always loved and wanted a ’70 AMC AMX 390 GO-PACK four-speed car. I’d be cruising to car shows and other car events. And as of late, I’ve been fascinated with possibly building an ‘85–’88 Monte Carlo SS to run in autocross events.

SEMA: On a Saturday, where can you be found?

BA: If I’m not in the garage working on my classic ’69 427 Corvette, I’m at car shows, NHRA events or following my other passion in the competitive shooting sports of USPSA and Sporting Clays.

SEMA: What do you see as the biggest challenges for the restoration industry today, and where do you see the industry in five years?

BA: Finding skilled craftsmen to work in shops and having more young people get into the auto-restoration industry is a challenge. I’m hoping the industry keeps growing and spends more time understanding how to promote their businesses in the digital world.

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

By Ashley Reyes

The SEMA Hot Rod Industry Alliance (HRIA) named Flaming River Industries as the council’s newest company spotlight member. Company President Jeanette Ladina shares their story and the projects they are working on in 2022.  

SEMA: Tell us the story of your shop. How did you start?

Jeanette Ladina: Flaming River Industries Inc. was founded in 1987 with a vision to offer quality steering systems for street rods, musclecars, classics and trucks. Our products use all-new parts to ensure that we can maintain quality standards, improve the original design and offer long-range product availability as well as lifetime serviceability.  

Tilt steering columns, power rack and pinions, steering shafts and billet accessories are all made right here at Flaming River by a talented group of car enthusiasts. Our promise to customers is to provide the best-quality products and service possible.  

I started working with Flaming River through the local high school co-op office program in 1987 and became an owner in 1990. We built a Berea, Ohio, manufacturing facility in 2000, which continues to evolve and allows us to build products in-house and develop new products to meet customer demand.

SEMA: What was your company’s breakthrough moment?

JL: Our breakthrough moment was manufacturing the Mustang II manual rack-and-pinion in response to the numerous requests we had received at SEMA. This would be similar to the version of our Pinto rack-and-pinion and it could be used in the growing hot-rod market.

Then from there, we started to manufacture stainless-steel tilt steering columns from all-new parts specifically for the custom market, which was the next milestone. Patented cradle kits that allow rack-and-pinions to be added to classic, vintage, and musclecars, as well as the development of an all-new power rack-and-pinion, further expanded the business. And, finally accomplishing ISO 9001:2015 quality standard registration reinforced our commitment to quality.

SEMA: Tell us about your business now in 2022 and what projects are you working on?

JL: We are continually working on new products. One of our focuses this year is to adapt the Microsteer electronic power-assist unit to a variety of steering columns making a bolt in installation possible for a variety of vehicles.

The next project is our growth in custom tilt steering columns. Since we make everything in-house, we can build a column to a certain size with a wire slot in a specific location and even powdercoat to any color in the RAL deck, and go on to produce it in a very timely manner.

Finally, the VDog continues to be a popular product we are offering to solve the 90-degree angle steering linkage situation at the firewall for LS motor swaps. It is a variable angle gear that won an award for SEMA Best New Product.

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

JL: Hard Candy is our ’32 Roadster that was built in collaboration with Dominator Motorsports. It features our electric power-steering roadster column, a split axle and is showcased in our catalog and is featured at a number of trade shows. Our ’70 El Camino was built by the Flaming River team to develop a musclecar key column and cradle kit with power rack-and-pinion.

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

JL: This Industry is an exciting place to get involved. It is important to make connections, develop your talents and continue to learn and grow. SEMA and HRIA provide excellent opportunities to do this. As you pursue your own adventure, remain 100% committed to your goals.  

Fill out an HRIA member spotlight form to highlight how your company is contributing to the hot-rod industry. Selected candidates are eligible to be featured on HRIA’s social media, SEMA News and future HRIA member updates.

By Rachel Tatum

Autumn Reine (@autumn_reine) will join SEMA Young Guns followers for an Instagram “Ask Me Anything,” Tuesday, April 19, from 9:00 a.m.–4:00 p.m. (PDT).

Reine is a professional welder and fabricator, incorporating those skills into her personal automotive projects. She has also created a YouTube channel called “Wrench & Chill” that features her dream car—a ’74 Datsun 240 Z named “CrayZ.” Her vision is to make CrayZ into a reliable street car that can compete and do long-distance driving while sharing the build process with others through social media. She enjoys making content showing fabrication techniques, handy tools, companies they recommend and love working with and industry news.

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