SEMA News—March 2022

INTERNET

Doubling Down on Ransomware Protection

Key Software to Check Out

By Joe Dysart

Many businesses across the globe are doubling down on their defenses against ransomware.

As the threat of ransomware reached new heights in 2021, many businesses have doubled down on their defense against the scourge—making sure they’ve done everything they can to avoid becoming its next victim. Indeed, successful ransomware attacks on key infrastructure and supply lines in the United States have proven so visceral this year that they’ve triggered an executive order from President Joe Biden, nudging all U.S. businesses to get serious about ransomware protection.

The order “calls for federal agencies to work more closely with the private sector to share information, strengthen cybersecurity practices, and deploy technologies that increase reliance against cyberattacks,” Biden said. “It outlines innovative ways the government will drive to deliver security and software—using federal buying power to jumpstart the market and improve the products that all Americans use.”

During 2021 alone, businesses across the United States were reeling from successful ransomware attacks, including attacks against SolarWinds, a commonly used IT-management software program; the ransomware disruption of service on the Colonial Pipeline, the largest conduit of refined oil products in the United States; and the ransomware seizure of computer files of the Washington, D.C., Metropolitan Police Department.

Still other ransomware takedowns include a takeover of computer files at goliath meatpacking concern JBS Foods as well as at the National Basketball Association.

Granted, authorities occasionally got lucky against ransomware hackers during 2021. For example, excellent cyber forensic work by the U.S. Department of Justice clawed back $2.3 million in Bitcoin that the Colonial Pipeline paid to ransomware hackers to help get its computer network up and running again.

“Following the money remains one of the most basic yet powerful tools we have,” said Lisa O. Monaco, U.S. deputy attorney general. “We will continue to target the entire ransomware ecosystem to disrupt and deter these attacks. Today’s announcements also demonstrate the value of early notification to law enforcement; we thank Colonial Pipeline for quickly notifying the FBI when they learned that they were targeted by DarkSide.”

Even so, hackers more often than not get away with their exploits, extorting hundreds of thousands of businesses across the globe each year—and disrupting the day-to-day operations of each.

Overall, 37% of organizations around the world experienced some sort of ransomware attack between May 2020 and April 2021, according to a study from cybersecurity firm Sophos titled “The State of Ransomware 2021” (https://tinyurl.com/
sophoswhitepaper).

Based on that survey of 5,400 IT managers at midsize organizations across 30 countries, the study also found that the average ransom paid to recover data from a ransomware attack was $170,404. Not surprisingly, many of the criminals behind the successful ransomware attacks kissed off promises to restore files once ransoms were paid, according to the study.

On average, victimized organizations that paid ransoms in the study got back only 65% of their data, and only 8% of organizations forking over money to hackers were able to retrieve all of their files, according to the Sophos study.

Equally vexing for the victim organizations was the cost to day-to-day business. The average cost to restore the impact of a successful ransomware attack on a midsize business—taking into account downtime, lost wages, device cost, network cost, lost sales and ransomware paid—was $185 million.

In addition, hackers have increasingly exploited a new wrinkle in their ransomware schemes during the past year—threatening (and often making good on the threats) to publish sensitive data found in company files on the Dark Web if a victim company refused to pay a ransom. Fortunately, the guys in the white hats have been busy strengthening software designed to thwart ransomware attacks.

What follows is a representative sampling of that software, all highly rated and all available at entry-level prices. Essentially, your computer security personnel can try out these programs at extremely low rates and, in some cases, opt to bring in an enterprise-level alternative to the same program should he/she deem it necessary.

Bitdefender Antivirus Plus (www.bitdefender.com): Starts at $23.99 per year. A player in the anti-ransomware space for a number of years now, Bitdefender Plus offers many of layers of anti-ransomware protection along with a myriad of other security features.

The software is designed to eliminate known ransomware on the spot, and it will also watch for unexpected behaviors on your PC or network that indicate ransomware activity, such as a sudden, wholesale change in the names of files or the extension names of files.

In a phrase, Bitdefender backs up all of your files at the first whiff of what it determines may be a ransomware attack beginning to deploy—and then restores the files after the attack has been fully neutralized.

ZoneAlarm by Checkpoint (www.zonealarm.com): $39.95 per year. This is another highly rated anti-ransomware package that erases all vestiges of ransomware on your computer system once they are detected. It also embeds “bait” files on your computer or network that are designed to lure ransomware into changing those files first, setting off alarms and enabling ZoneAlarm to neutralize the attack before it spreads to actual company files. ZoneAlarm can also repair files after a ransomware attack, if possible.

Kaspersky Security Cloud—Free (www.kaspersky.com/free-cloud-antivirus): Free. It’s hard to argue with free, so if you’re looking for instant piece of mind today, Kaspersky Security Cloud—Free may be your ticket.

Kaspersky is designed to protect against two types of ransomware: The first encrypts your files, making them unusable to you. The second encrypts your entire hard disk, making the whole computing device unusable.

Kaspersky can also neutralize ransomware that locks up your computer screen, and it offers monitoring and auto-neutralization of typical ransomware behaviors such as wholesale renaming of files and/or file extensions.

Other features include Idle Scan, which monitors resources such as system memory when you’re not using your computer, and there’s a rootkit scan function that helps betray ransomware activity designed to elude typical monitoring of Windows and typical monitoring used by everyday antivirus software.

Sophos Home Premium (https://home.sophos.com): Starts at $44.99 per year. This program is a lite version of a more robust type of anti-ransomware protection that Sophos offers to enterprise-level businesses. Sophos is designed to plug known security holes in commonly used software, and it offers downloadable analysis of programs that you’re thinking of downloading that may have a bad reputation.

Sophos could do the trick for a small business that decides enterprise-level protection is not necessary—especially since this lite version enables you to remotely safeguard, monitor and manage the software on up to 10 remote computers. One caveat, however: Novice users may face a bit of a learning curve before they can use Sophos’ advanced features.

NeuShield Data Sentinel (www.neushield.com/store): Starts at $23.99 per year. NeuShield is the only candidate in this pack that does not offer ransomware protection. Instead, NeuShield is an after-the-fact ransomware product that offers one-click restoration of files encrypted by ransomware—if possible.

Essentially, NeuShield is not a panacea against a ransomware attack, but giving it a whirl after your business has been taken down by ransomware is well worth the price of entry.

Users install NeuShield on their computers before an attack occurs. That enables the software to “virtualize” any changes to the files on your system. Theoretically, virtualized files cannot be corrupted by a ransomware attack, given that they are not fully operational files in a virtualized state. Users of NeuShield regularly decide when to approve changes in virtualized files—which makes those files operational once again.

It’s a powerful way to put a buffer on any files in your system that undergo changes—including changes ransomware is seeking to make.

Joe Dysart is an internet speaker and business consultant based in Manhattan.

646-233-4089

joe@dysartnewsfeatures.com

www.dysartnewsfeatures.com

  

SEMA News—March 2022

EVENTS

Trendspotting at the 2021 PRI Trade Show

A Look at What’s New, Exciting and Fueling Growth in the Racing and Performance Sector

By Mike Imlay

After a 2020 hiatus due to the COVID-19 disruptions, the Performance Racing Industry (PRI) Trade Show roared back to the Indiana Convention Center in Indianapolis this past December. The trade event offered a concentrated look at the industry’s latest trends and developments.

The Performance Racing Industry (PRI) Show is known across the racing and performance sector as a concentrated indicator of the industry’s latest developments and opportunities. After a forced hiatus due to COVID-19 in 2020, the 2021 trade event made its highly anticipated return to the Indiana Convention Center in Indianapolis, Thursday through Saturday, December 9–11.

The event drew more than 50,000 exhibitors, attendees and media representatives all eager to reconnect, do business and learn not only what the industry had been up to over the past two years but also how those developments might benefit their operations.

For SEMA and its member companies, the PRI trade event was especially significant. March marks the 10th anniversary of the transaction that brought the PRI Trade Show and publications under the SEMA umbrella. That strategic partnership has since seen PRI expand its role as an advocacy group to protect and grow racing.

“Racing is important to practically every automotive business, whether directly involved in motorsports or not, so SEMA extends its congratulations to PRI for what it has accomplished on behalf of everyone in the industry,” said SEMA President and CEO Chris Kersting. “For all of us in the specialty aftermarket, the PRI Trade Show was an impressive example of the passion we all share.”

So what’s new in the racing and performance world? The following are some key trends we observed in Indy.

Vehicle Electrification

The PRI Trade Show demonstrated the high level of youth interest in all aspects of racing, including engine and car building. Pictured here, young attendees representing high schools from throughout the United States showcase their skills in the Hot Rodders of Tomorrow (HROT) engine-building championship.

At road courses, down dragstrips, around dirt tracks and even across the Bonneville Salt Flats, electric vehicles (EVs) have become a significant trend in the performance-racing sector. In part, this trend is being driven by OEM initiatives. Out of the top 20 global automakers—which together in 2020 represented around 90% of new-car registrations worldwide—18 have announced plans to rapidly scale up EV production in the coming decade.

Of course, motorsports have always been the proving ground for emerging technologies, and that spirit of engineering was on full display in the PRI Show EV Performance Zone, a feature area highlighting the growing EV presence in racing. The Zone’s exhibitors included Chevrolet Performance, Ford Performance and several aftermarket brands providing new products and solutions for the electrification market. In addition, purpose-built feature vehicles demonstrated the latest EV applications being introduced into Trophy Trucks, dragsters, motorcycles and other racing vehicles.

“Electrification is the future of the automotive industry, so we’re here to showcase the awesome power of our electric vehicles,” said Ford Performance Global Marketing Specialist Autumn Schwalbe.

Those vehicles included a Ford Cobra Jet 1400, Mach-E Mustang and ’78 F-100 concept pickup equipped with Ford’s Eluminator electric crate motor, which Schwalbe said has especially caught the attention of the racing industry.

“When we revealed the Eluminator, we sold a lot right away,” she said. “Whether for drag racing, short-course racing or small tracks, a lot of people are getting involved.”

Opposite the Ford exhibition, Chevrolet displayed a ’72 El Camino conversion built in partnership with Lingenfelter Performance Engineering and featuring the OEM’s e-crate system.

“We’re trying to give racers—and any individual—the opportunity to move toward an electric drive system,” said Mike Celotto, an assistant chief engineer with General Motors. “We know that electric drive is in its early stages. We expect it to grow just like the overall automotive industry is growing, so we want to have a space in that for our customers.”

Allen Thomas, president-elect of the National Electric Drag Racing Association (NEDRA), has been drag racing EVs for a decade now. While he also enjoys building and racing internal-combustion cars, Thomas said that the vehicle electrification movement reminds him of his early days in racing.

“I see the technological advancements,” he said. “I grew up during the heyday of drag racing, when there were different things hitting the dragstrip and incredible innovation and people building things. This is the feeling I get from building electric cars now—it’s back to the ’60s. It invigorates me because no one has a cookie-cutter approach.”

NEDRA is a coalition of electric drag racing vehicle owners, drivers and fans. The organization promotes EV manufacturers and parts suppliers while organizing and sanctioning electric drag events. Its exhibition at the show included two drag EVs.

“There’s going to be a lot of learning, a lot of challenges in electric drag racing, and it really draws me in,” Thomas said. “There’s exponential growth right now.”

Rob Ward, founder and CEO of Legacy EV, said that growth potential is pulling brands of all types into the EV space. A parts distributor for the EV market, Legacy was among several performance aftermarket companies educating showgoers about the emerging opportunities in the space.

“We’re working our tails off to be the face of aftermarket EV performance,” Ward said. “We’re working with more than 60 manufacturers right now to provide a complete electrification system for pretty much anything. There are a lot of companies investing a lot of energy and money into advancing complete EV systems, so we’re excited about where it’s headed.”

Other EV Zone exhibitors included Holley-AEM, Burrowmax, FirstCorner, HyperCraft, MRE Racing, ReVolt and Torque Trends. Key products in the category currently include EV control units, drive systems, gear-reduction boxes, battery packs and related components, but the field is ripe for all sorts of invention.

Diesel Motorsports

The growth, diversity and technical advancements found in today’s motorsports were on full display in Indianapolis. Among the many examples was diesel racing, which has become especially popular in recent years, leading to new opportunities for hardcore parts makers and performance suppliers.

Although diesel motorsports have been around for decades, the last five to 10 years have seen an explosion of fan interest. S&S Diesel Motorsport Co-Owner Luke Langellier believes that technological advancements are behind the category’s surge.

“If you think about the big picture, all the emissions regulations that the OEMs have had to abide by, that’s what pushed all this technology,” he said. “It would never have needed to exist if it weren’t for having to meet all those stringent requirements. That’s why we have trucks now that are perfectly quiet, make tons of power, tow like crazy and can do everything you want them to do.”

S&S Diesel’s exhibit space included a massive semi engine—a nod to the semi drag racing that’s become a major crowd pleaser.

“People love to race whatever they’re passionate about,” Langellier said. “We’ve got a pretty strong following of guys who are really passionate about getting as much performance from a semi as they can—in Canada and the northern United States, especially.”

Diesel Motorsports President Ron Knoch said that his organization’s drag races, sled-pulling and show-and-shine events continued unabated during the pandemic, partly because they’ve become popular staples of county fairs and similar family-friendly events, especially in the American heartland.

“Most people don’t know that there is a sled pull every night from June to the end of August in every state across what we call the ‘flyover states,’” he explained, adding that his organization’s races with five competitive classes are always well attended.

Greg Jolly, race director of the Outlaw Diesel Super Series, said that diesel truck events offer a unique thrill.

“For me, it’s watching them go down the track as fast as they do and as heavy as they are,” he said. “It takes a lot more horsepower and torque than it does on the car side of things, and it’s a lot harder on parts.”

In other words, things break a lot—which brings numerous opportunities for the performance aftermarket to produce everything from hardcore engine parts to heavy-duty suspension components.

“It’s pushing the limits and pushing the aftermarket to make better product,” he said.

Donk Racing

Few shows capture motorsports’ diversity like the PRI Trade Show, where there’s always something new and unexpected to encounter. Take for example, Donk, or big-wheel racing—a novel form of competition gaining serious traction in urban markets. At a seminar titled “Big Wheel Racing: Why It’s a Big Deal,” Sage Thomas (aka the Donkmaster) announced the formation of the National Donk Racing Association, a new sanctioning body bringing safety and organization to the rapidly growing niche.

What’s a Donk, you ask? Technically, it’s a customized ’71–’76 Impala or Caprice riding on 20-in. or larger wheels. (Preferably larger.) However, the term has become generic for similarly styled vehicles.

With Donk racing racking up millions of YouTube views and legions of social-media followers, Thomas believes the sport is opening new doors for sponsors, safety equipment suppliers, fabricators and parts makers—and of course, specialty wheel and tire makers.

“We’re showing people this is real, because a lot of big companies thought it was a fad,” Thomas said. “But it’s something new for the racetracks, for the fans and for supporters to be a part of something big. The opportunities are endless for small companies all the way up.”

Gridlife iRacing

PRI Trade Show attendees also got a look at Gridlife’s iRacer Experience, a new immersive racing concept designed to promote grassroots enthusiasm. The Gridlife booth feature consisted of six networked competition racing simulators running the latest iRacing build, complete with a live announcer broadcasting to online
enthusiasts.

According to Gridlife Creative Director Chris Stewart, the organization’s simulator competitions open motorsports to a gaming audience while teaching valuable track skills. Ultimately, that can encourage newcomers to embrace the racing lifestyle through the organization’s live track days, time-attack events, drifting events, education programs and festivals.

“Our intention is motorsports inclusion,” Stewart said. “We try to get people closer to motorsports—particularly younger individuals. Our core demographic is 18 to 38. We’re one of the youngest driving organizations globally.”

Youth in Motorsports

With the future of the performance industry hinging on attracting next-generation talent, PRI also made youth engagement a top show priority. On Friday, December 10, 2021, hundreds of young attendees gathered for the annual PRI Student Breakfast and Career Day, which connected students from across the United States with industry leaders. The exclusive meetings exposed the students to career opportunities ranging from team and shop roles to product development and administrative positions. The breakfast also served as an entrée to the Show’s world-class trade environment, where attendees could further take in the industry’s size and scope. Northwood University of Midland, Michigan, was among the many organizations participating in the event.

“Students come to Northwood to learn all about the automotive aftermarket,” said Michael Kinney, Northwood director of aftermarket curriculum. “We’re seeing a workforce in manufacturing—all the way down to service technicians—that is aging out and taking retirement. We need young people to come into the industry, and events like this show them how exciting it can be [with] a great future and great earning potential.”

Meanwhile, on the PRI Trade Show floor, exhibitor Preston Lewis was
promoting youth involvement through the Off-Road Motorsports Youth Foundation (OMYF). A survivor of childhood cancer, Lewis launched the nonprofit organization at the 2019 PRI Trade Show to give other youth affected by unfortunate life circumstances a taste of motorsports. OMYF is now building a desert racing team and a Class 7100 Unlimited Trophy Truck.

“Our growth has skyrocketed in the past couple of years after our first launch at PRI,” Lewis said. “Our sponsor list has increased drastically, and the quality of our sponsors has gone up quite a bit.”

Lewis expects the truck and the team to be race-ready by October 2022. He said OMYF came to the show to highlight alternatives for young adults who aren’t necessarily college-bound.

“What we’re trying to do is give them opportunities in a format where they can really find what they love,” he said. “If we could leave here with 15 to 20 kids who are really dedicated and want to be involved with us, that would be a win in our books.”

Young PRI attendees also demonstrated their building skills through the Hot Rodders of Tomorrow (HROT) competition, in which high school teams tear down and reassemble engines. The timed rounds took place over three days, with the Burton Center for Arts & Technology E3 Spark Plugs squad from Virginia taking 2021 National Champion honors.

“We had to shut the operation down for a year and a half due to COVID, and we thought it would be a great way to reboot it here,” said HROT President Rodney Bingham. “Just getting these students exposed to our performance racing industry shows them a whole new world of jobs and great careers that they could have.”

Led by instructor Chris Overfelt, the E3 Spark Plugs team scored an average time of 20 min. and 51 sec. Second place went to the Forsyth Central High School team sponsored by SCAT, which clocked in at 22 min. and 2 sec. The Moroso team from C.D. Hylton High School, finished third with a perfect engine build in 22 min. and 23 sec.

Growing Business

The PRI Show was also a prime venue for performance aftermarket manufacturers to discover new ways to sustain and grow their businesses. The possibilities for military contracts were discussed at a seminar titled “Army Ground Systems: Overview & How to Do Them.” Presented by Thomas Vern of the U.S. Army DEVCOM-Ground Vehicles Systems Center (GVSC), the workshop highlighted the synergy between motorsports and DEVCOM (Development Command) vehicle research and development.

“Anything on wheels, we handle it,” said Vern, who added that the GVSC is especially interested in several areas where the performance industry excels. They include EV technologies, heat dissipation, weight savings, suspension geometry, 3-D printing in metals, and parts-making for legacy items no longer mass-produced.

Business growth through content creation was also front and center at the show. The PRI Trade Show Content Creation Zone featured a Content Creator Stage Presented by Speed Sport with Ralph Sheheen. Throughout the week, onstage content creators educated attendees with tips for engaging audiences through success stories, insider news, introductions to gear and technologies, and hands-on demonstrations.

In addition, Justin Cesler of Driveline Studios presented the “WTF Is Content?!?” workshop, where he shared simple but effective tools for creating pro-level content for both traditional and new-media channels. According to Cesler, the biggest mistake a young brand can make is to sporadically post content or give up altogether due to sluggish response.

“Consistency is key,” he emphasized. “Don’t go out and make content one or two times and say it isn’t working.”

Protecting Motorsports

The PRI Trade Show’s return to a live format proved a successful reconnection for the industry, and a great deal of business was accomplished on the show floor. In addition, seminars, featured speakers and exclusive industry events inspired and primed attendees for the year ahead.

Since the recent U.S. Environmental Protection Agency (EPA) interpretation that the Clean Air Act prohibits motor vehicles designed for street use—including cars, trucks and motorcycles—from being converted into dedicated race cars, the entire performance racing industry has come under threat. In response, the 2021 PRI Trade Show included education on emissions compliance and action to pass the Recognizing the Protection of Motorsports (RPM) Act.

The RPM Act is bipartisan congressional legislation (H.R. 3281) designed to protect Americans’ right to convert street vehicles to dedicated race cars. It also protects the motorsports parts industry’s ability to make, sell and install products enabling racers to compete. The bill clarifies the legality of emissions-related modifications to street vehicles used exclusively in competition and reverses the EPA’s recent interpretation holding otherwise.

Industry support for the bill is strong, and two particular PRI events related to the issue were widely attended. The first was the Thursday “Update: RPM Act & Emissions Compliance” seminar, where a panel led by SEMA General Counsel David Goch presented steps for remaining compliant with EPA and California Air Resources Board requirements. The conference included a status update on the RPM Act and what performance and racing businesses could do to push it forward. Goch said critical mass for the legislation is building and passage is within grasp.

“What I have witnessed in my five years with the industry as general counsel is a true awakening and education,” he said after the seminar. “Five years ago, the questions were pretty rudimentary, such as, ‘What is the Clean Air Act and emissions compliance?’ Now people are asking more sophisticated questions to get a better understanding of what they need to do to comply. I think our future is bright, because my experience is that most of the folks that I touch through PRI are here
to learn to do it right and keep this industry strong.”

Friday evening, PRI also held a “Save Our Race Cars Rally” in the Quarterback Suite of Lucas Oil Stadium. The exclusive event offered further insights into the RPM Act and was open only to PRI Pro, PRI Champion and PRI Founding Members. PRI recently launched its membership program to help mobilize the industry and fundraise for the RPM Act and other initiatives to protect and grow the industry.

Among the speakers was Garrett Mitchell, aka Cleetus McFarland, a motorsports influencer with more than 1.2 million YouTube subscribers. He said that he was happy to lend his persona to the cause.

“A lot of these guys here are entrepreneurs,” he said. “Many of the people who sit in this room have their own businesses that are solely invested in the motorsports industry, which I can relate with because I have all my eggs in this basket, too. I just wanted to talk from my point of view and reiterate how important it is for us to all stick together.”

Ultimately, the 2021 PRI Trade Show was a testament to the industry’s continued innovation, grit and endurance, even through a pandemic.

“The racing industry is resilient and continues to push forward, and PRI very much reflects that spirit,” said PRI President Dr. Jamie Meyer. “Racing businesses have demonstrated remarkable passion and perseverance over the last year, and many even reported record sales and month-over-month revenue growth in 2021.”

Judging by what we just saw in Indy, the sector is again revved and ready to race forward in 2022.

Connecting With PRI

To get all the latest PRI developments, visit www.performanceracing.com where you’ll also find links to the PRI Trade Show, the recently launched PRI Business and Individual Membership programs that help protect the industry, and many other performance-racing business resources.

SEMA News—March 2022

RESEARCH

The Fall 2021 SEMA “State of the Industry Report”

Specialty-Equipment Companies Saw Double-Digit Growth During the Pandemic, but Optimism Is Fading Due to Supply-Chain Problems

By Chad Simon

The “State of the Industry Report” is about what’s happening on the business side of the automotive specialty-equipment market. It reports on different industry trends that may not necessarily fit into the consumer-focused “SEMA Market Report.”

Not to be confused with the annual “SEMA Market Report,” the “State of the Industry Report” is released biannually in the spring and fall and details specific manufacturer and retailer data, sales trends by product category, and popular retail channels and vehicle segments. It explores the industry from a company perspective rather than at the consumer level.

“The ‘SEMA Market Report’ is about understanding the market for parts based on how much consumers are spending and how they are behaving,” said Matt Kennedy, SEMA market research manager. “By contrast, the ‘State of the Industry Report’ is about what’s happening on the business side. It reports on different industry trends that may not necessarily fit into the consumer-focused ‘SEMA Market Report’; however, specialty-equipment businesses should still pay attention to them. It’s about what businesses need to know about the industry versus what businesses need to know about the market.”

The COVID-19 Factor

Society is still dealing with COVID-19, and it’s affecting the industry in a plethora of ways. Although two-thirds of manufacturers reported that they experienced double-digit growth last year, the pandemic has wreaked havoc on both the supply chain and in-store purchases behind the scenes, according to Gavin Knapp, SEMA director of market research.

“Manufacturers have seen strong results over the last two years, but it’s been a bumpier road for retailers,” Knapp said. “Some have adapted well, while others have seen fewer people showing up in their stores.”

The automotive specialty-equipment industry is driven by disposable income, and during the earlier days of COVID-19, there were fewer ways to spend money due to restrictions and lockdowns on travel, live entertainment and restaurants, according to Kennedy. That created an opportunity for consumers to work on their cars, since they couldn’t do anything else. Many of them said they spent more time shopping online and working on their vehicles themselves. Getting into the garage was a way to pass time that might have otherwise been spent on leisure activities.

Despite robust consumer demand, predictions are for flat and slower growth rather than shifting into a decline going forward. That is expected to carry on well into 2022.

“It’s not a reversal of fortune,” Kennedy said. “It’s understanding that there were some unique circumstances that created some exceptional opportunities, and businesses feel they are still in a good position to succeed. If 2020 and 2021 were about capitalizing on how conditions created some unique opportunities for our industry, 2022 looks like people have made those adjustments and are now getting through the rest of the recovery and a return to normalcy.”

Emerging Trends

Despite ongoing disruptions to the economy, most specialty-equipment businesses reported increased sales over the past year.

There’s much hype about online retail taking over, but actual economic data suggests that e-commerce is still a small share of total sales, and it’s returning to its historical trend, according to Kennedy.

“Industry sales are ahead of the curve in terms of how much product is sold online because, as a specialty industry, they aren’t always available locally,” he said. “More than half of sales were online in 2020, but now it’s drifting back down toward a 55%–45% balance, which is the trend we were expecting to see prior to the pandemic.”

Companies Expecting Sales Growth Over Next Year

Strong optimism earlier in the year has been tempered by growing uncertainty about how soon things will truly get back to normal.

The automotive specialty-equipment industry traditionally has been more highly integrated with online shopping than other parts of retail and has had a healthy online shopping presence for a number of years, according to Knapp. In many cases, there’s still a preference for in-person shopping. Some people prefer to examine products in the store and speak to a salesperson when they go to buy, but it’s also related to the nature of certain products. If it’s a more complicated, expensive and difficult-to-ship item, consumers prefer to purchase in the store.

“Some people might be comfortable buying a part without ever seeing it, because they know exactly what they need and that it’s going to fit and perform how they expect,” Knapp said. “If it’s a product they don’t know how to use, there’s more of a desire to speak to someone who knows more than they do and to see if it’s right for them. Neither of those things is going away.

“We did have a jump in online sales over the past year, but as restrictions ease and comfort levels grow with going back out in person, we expect sales-channel trends to drift back to where they would have been had the pandemic never happened.”

Looking a little further ahead, electric vehicles (EVs) are beginning to make a dent in new-vehicle sales. Several new models will be released over the next few years, but EVs aren’t going to replace gas engines anytime soon, according to Kennedy.

“We project that by 2035, 45% of new vehicles sold will be some form of alternative fuel—excluding the population currently on the road, which will take a while to cycle out—a quarter of which will be fully electric,” he said.

A Shift Toward Light Trucks

New Light Vehicles Sales by Vehicle Type

Back in 2007 and 2008, passenger cars and light trucks (CUVs, SUVs, vans and pickups) each represented about half of all new light vehicles sold in the United States. By 2020, the share of light trucks grew to roughly 76%. That growth is expected to continue in the coming decade. Much of the increase can be attributed to CUVs. Source: 2021 Wards Intelligence, a division of Informa. Data as of October 2021. Source: SEMA Member VIO Program/2021 Experian, Data as of June 30, 2021.

Vehicle sales continue to shift from cars toward light trucks, which include pickups, SUVs and CUVs. That trend does not look to be going away, according to Knapp.

“The vehicle landscape is changing dramatically,” he said. “Eighty percent of new-vehicle sales—especially for the Detroit OEMs—are light trucks, but the CUV space is where the big growth is happening. Pickups and SUVs are great sellers, but in terms of new-vehicle sales, consumers are switching from sedans to crossovers. In the specialty-equipment market, it’s interesting to see if people who move into the CUV space treat them more like trucks or SUVs, where they install towing equipment, racks and other utility features. Maybe they buy wheels and tires more equivalent to the truck space than you would see in the car space. There could be a boom for our industry if people start to take advantage of the utility aspect of these vehicles.”

Toyota and Volkswagen are also drifting toward crossovers as the jack-of-all-trades family vehicle with the potential to be treated as a utility vehicle, according to Kennedy. In 2000, 1% of Volkswagen’s new-vehicle sales were light trucks. In 2020, it’s increased to 58% because of the shift toward CUVs. These trends are still very much in play and affect how the vehicle landscape is supposed to evolve.

Common Upgrades

Light trucks (pickups, SUVs, CUVs and vans) are becoming a larger share of the overall vehicle population as OEMs shift their production away from passenger cars to more profitable light-truck platforms. This has been largely driven by the popularity of CUVs. Source: SEMA Member VIO Program/2021 Experian, Data as of June 30, 2021

The specialty-equipment market is vast. Just about any part of a vehicle can be customized and improved, and consumers are buying everything across the board, according to Knapp. All of the product categories seemed to get a boost over the past two years while people were willing to spend money. Even some of the softer categories in previous years, such as mobile electronics and stereos, also saw jumps in sales.

“We often think of wheels and tires as the gateway drug to the industry, where they are easy to do and make a difference for your vehicle,” Knapp said. “Some consumers are focused on look and feel, while many others are focused on performance. There are classic vehicles, restorations and hot rods. The types of products sold in this industry are all over the place.”

Industry Outlook

Online specialty-automotive sales have been growing over the past few years as more and more businesses get the hang of selling on the web. But the unique circumstances of 2020 pushed more sales online than normal.

Despite healthy sales numbers over the past couple of years, there is a tempering of optimism due to supply-chain issues and having enough product to sell, according
to Kennedy.

“The demand is still expected to be there,” he said. “We’ve seen many different shifts in how products are sold and what vehicles are popular over time, but that drive to make a vehicle your own is not going anywhere. Consumer demand is still going to be what drives this industry.”

The shortage in hourly labor at the lower end of the pay scale is also affecting most businesses. The automotive specialty-equipment industry can be tough for hiring quality employees, and some companies are struggling a little more than usual, according to Kennedy. However, many of them might have already done some hiring in 2020–2021, while others are looking to hire now, which makes it tough for them when there is more competition from the same labor pool.

The “SEMA State of the Industry Report—Fall 2021” is free and a benefit of SEMA membership. Along with a host of other free industry reports, it can be found at www.sema.org/market-research.

The SEMA market research team is available to help the industry directly. Contact Matt Kennedy at mattk@sema.org or call 909-978-6730 for questions about how to interpret and utilize the data found in the “SEMA State of the Industry Report—Fall 2021.”

“We believe it’s important that businesses are able to make good decisions based on the information we put out there, and we encourage folks to contact us if they need help making use of it,” Kennedy said.

SEMA News—March 2022

INDUSTRY NEWS

 Photos courtesy SpiedBilde, Brian Williams. Reuse or reproduction without the copyright holder’s consent is prohibited.

’23 Nissan Altima

’23 Volkswagen Aero B Sedan

’23 Audi E-Tron

The prototype points to significant styling tweaks coming, including a new headlight and grille treatment similar to the new ’22 Q4 E-Tron. The front and rear fascias also appear to feature a more streamlined look, and it’s possible that the internal graphic of the taillights will sport a new design. It’s also rumored that the vehicles will receive new batteries, more efficient electric motors and new electronic control software.

SEMA News—March 2022

RESEARCH

Market Research Snapshot

Facts at a Glance: The Economic Impact of the Supply-Chain Disruption

By SEMA Market Research

The prices of many inputs and raw materials have skyrocketed. As of October 2021, steel was 400% above where it was in October 2019. Aluminum prices (+49%) and copper prices (+66%) were also well above their 2019 levels.

The ongoing supply-chain disruption has affected businesses in many ways: shipping delays, production issues, inability to find suppliers and increased costs, to name a few. However, the worst of the effects have likely passed. Most issues, including transportation delays and supply shortages, should improve throughout the year and return to more normal levels by the end of 2022. However, some elevated prices may linger into 2023. See “The Supply-Chain Breakdown” on p. 110.

More than 75% of the U.S. supply chain moves by truck, but a shortage of around 80,000 truck drivers is causing delays and driving up prices. As of December 2021, rates were up nearly 60%, and the load per truck was three times where it was before the pandemic.

As a result of shipping delays and container shortages, container rates have quadrupled. As of mid-December 2021, freight shipping prices from Chinese main ports were 73% higher than they were in December 2020 and up nearly 400% compared to December 2019.

“As of mid-December 2021, rates for ocean shipping containers are 73% higher than in 2020 and up nearly 400% compared to 2019.”

“More than 80% of specialty-equipment companies have been severely or moderately impacted by supply-chain disruption.”

SEMA News—March 2022

BUSINESS

How to Maximize Your Online Footprint

Neglecting Your Company Website and Online Presence is Costing You Money—Here’s What to Do About It

By Douglas McColloch

Having a well-planned, well-executed company website with fresh and relevant content is the foundation of a company’s online presence, and keeping the site regularly refreshed can improve a company’s search rankings. Photo credit: Shutterstock

The COVID-19 pandemic sparked a dramatic surge in online sales beginning in 2020, and the automotive specialty-equipment sector was no exception. Online aftermarket parts sales exceeded 50% of total sales for the first time, and while in-person sales have gained traction again as the pandemic recedes and lockdowns ease, online sales still account for nearly half of total sales and are forecast to remain that way for the foreseeable future.

It’s clear, then, that maintaining your business’s online presence and website is more crucial than ever. User experience is the key to success and higher conversion rates, and neglecting your company’s online presence can hinder a customer’s ability to navigate your service and may encourage them to shop elsewhere.

Web Building 101: The Basics

At the 2021 SEMA Show, a SEMA Education seminar entitled “Why Ignoring Your Online Presence Is Costing You Money” examined this subject in detail with a survey of hundreds of aftermarket websites and suggested best practices that companies can follow to maximize their online presence. Presenters Barry Alt and Dean Heckman of Motorhead Digital, an automotive aftermarket marketing consultancy, shared analyses of websites from more than 450 restoration, performance and restyling shops. Their findings are summed up in the following recommendations.

Build an Amazing Website. “It’s the foundation for everything,” Heckman stated. “What we found in our research was how many companies didn’t realize how much their website is the pillar of their organization, so they were neglecting it, and it was costing them opportunities.”

Alt stressed the importance of a clean, streamlined, modern-looking appearance. He noted that too many aftermarket websites suffer from a cluttered and confusing home page with too many features for users to decipher at once.

“About 94% of first impressions are from people coming to your website and your design,” Alt said. It takes users only about 50 milliseconds to decide whether or not they find your site is friendly to them. Page loading speed is crucial, but even more importantly, “75% of your website’s credibility comes from its design, and 88% of consumers are unlikely to return if they can’t navigate your website.

“When we’re talking about ‘professional appearance,’ we’re also talking about content. If you’re showing an award you won at the SEMA Show 10 years ago but you’re not showing the award you won two years ago, people aren’t going to know about your products. If you’ve got builds or new products going on, you need to get them on your website.”

Alt also recommended refreshes or redesigns every three to five years to keep your company’s website up-to-date.

“Google actually knows when you update your website, and if you don’t update a lot, it can negatively affect your search rankings,” he said.

“Think of your website as a perishable commodity,” Heckman added. “It can go stale quickly, so make sure you keep refreshing it with lots of fresh content.”

Build a Mobile-Ready Website. With the ubiquity of affordable smartphones and the explosion of e-commerce apps, the need for mobile-readiness has never been greater.

“We found that 40% of the sites we looked at were not mobile-ready,” Alt said. “If someone’s at a car show and they’re looking at a build and want to know more about the products on it, they’re not going to wait until they get home to do their research. They’re going to take out their phone and search for it.”

“Sometimes, mobile is the first point of entry [for potential online sales] and we don’t realize it,” Heckman emphasized. “If that first experience is negative, it’s a lot harder to advocate for your brand.”

Additionally, Alt pointed out that Google uses numerous metrics for determining website rankings, and mobile-device accessibility is one of them. The quarantines and lockdowns of the COVID-19 pandemic caught many companies flat-footed in that regard, as users spent less time at their work PCs and more time on their personal devices.

“In the course of our survey, we found that a lot of shops realized that they had completely overlooked the mobile experience,” Heckman said.

The rules for designing your mobile site are the same as for a site accessed by PC.

“A quality mobile-ready website conveys a professional image and helps users find information quickly and easily on a mobile device,” Alt said.

“Users shouldn’t have to click more than once or twice to find your basic contact information, especially when you’re trying to attract new customers,” Heckman added.

Finally, Alt noted that 83% of the U.S. population accesses the web via phones, tablets or other mobile devices. That figure is even higher for the 18–49 age demographic, where some 95% of users access the web via mobile devices.

Make Sure Your Site Complies With Americans With Disabilities Act (ADA) Guidelines. This may seem unimportant at first, but Alt stressed that you need to consider users who may have vision impairments such as color-blindness or physical impairments such as arthritis, which can make operating a mouse difficult.

“It’s kind of hidden behind the scenes, but it’s absolutely huge,” Alt said, adding that failure to factor in ADA compliance can leave businesses exposed to potentially costly litigation. “There are all sorts of ways to design an ADA-compliant website,” he said. “At the end of the day, it’s the right thing to do.” (See “In The Crosshairs” on p. 126 for more on this.)

Make Sure Your Site’s Data Is Secured and Protected. “About five years ago, Google said that every website needs to be Secure Sockets Layer (SSL) protected,” Alt said. “Because websites have forums, contact information and personal data, Google wants people to feel comfortable sharing their information with you.”

Motorhead Digital’s survey of the aftermarket revealed that 40% of websites did not have an SSL security certificate installed.

“If your website isn’t secure, it’ll show up in a Google search—and there are people out there who, when they see that, will run, not walk, away from those websites,” Alt warned. “It’s super easy to get an SSL certificate installed to your website these days, and it’s another factor that helps you rank higher in searches.”

On a related note, Alt advised having a notice of your website’s privacy policy visible to users.

“This is not something you want to write off the top of your head,” he said. “There are companies that specialize in writing privacy policies, and they’re not that expensive.”

This is important because the notice will provide information to users about features that are not readily visible to the user.

“There’s a lot of hidden stuff—Google Analytics, for instance, or forms you use to capture information for e-mail marketing—that needs to be included. Some U.S. states are requiring this now, so get in touch with someone who can make sure that your privacy policy is up-to-date.”

Optimizing Your Outreach

Digital Motorhead’s industry survey showed that some 40% of aftermarket companies have failed to obtain Secure Sockets Layer (SSL) certification for their websites. This is a huge red flag for consumers and a barrier to generating online business. Photo credit: Shutterstock.com

Once you’ve taken all of those steps, you need to keep driving traffic to your website. There are many ways to do so, and many of them are low or no cost.

Get Your Site in Front of Eyeballs. “Visibility and awareness are key,” Alt said, pointing to Google My Business, YouTube, social-media sites such as Facebook, online forums and industry associations such as SEMA or PRI as opportunities to gain online exposure for little to no cost.

“These are our digital footprint fundamentals,” he said.

One reason to engage such fundamentals is to populate the web with “citations,” or listings. A citation is an online mention of the name, address and phone number of a local business, along with links, photos or other digital assets. Citations can include mentions in business directories, websites and apps, and social platforms. They can help users discover your business, and they can improve your search-engine rankings.

Google is particularly attuned to citations that appear on the larger aggregator sites such as Yelp and YouTube, but for specialty-equipment companies, so-called “niche” citations on car-centric sites such as AutoBlog, Motor Trend, Hemmings Motor News and others can be just as valuable in gaining traction on search engines.

“Google’s job is to make your experience with them better,” Alt explained. “When people are doing searches, they want to find what they’re looking for as quickly as they can—and to find the right thing as quickly as they can.”

Citations are also ranked based on relevance, which makes those so-called “niche” citations on third-party automotive sites such as SEMA even more valuable to a specialty-equipment company.

Make Sure Your Customers Can Find You. According to Alt, three of the most important online resources available to any business looking to maximize its digital outreach are Google My Business, YouTube and LinkedIn.

“Google My Business is the Mack Daddy of all citations,” Alt exclaimed. It’s a free marketing opportunity that can improve your SEO ranking. It’s completely customizable, and it’s entirely free.

“If you have a business location, you already have a Google My Business page whether you know it or not, so the first thing you need to do is to claim the page, then optimize the heck out of it,” Alt said. “It’s a must for local businesses—particularly those in industrial areas that aren’t located on a main street where people can easily find you.”

Alt also noted that a Google My Business page can be customized with photos, videos and even links users can click to purchase products and merchandise.

While Google matters in the search realm, YouTube represents the greatest opportunity to improve your rankings. It’s the second-most-popular site online. It gives you access to millions of potential clients worldwide, and you can create and customize your own channel. You can even convert your free YouTube channel to a so-called “brand channel” for business purposes. In any event, YouTube brings huge SEO juice, Alt emphasized.

“Because it’s such a huge opportunity for search, when you upload videos, you want to think carefully about the title for your video and the description of it, because those are the things that will affect where it lands in search,” he said. “If you’re not on YouTube, you might want to look into it. Video at this point trends much higher than strictly text-based information.”

Finally, LinkedIn is not just a job site anymore.

“Professionals live there, and they have money,” Alt said. “There are 10 million C-level executives on LinkedIn, and more than one out of three U.S. adults use the site. If you’re selling a high-value build or high-dollar products, LinkedIn is where the money is.”

As with Google My Business and YouTube, it’s another free site that allows interacting with Facebook and the use of hashtags.

Marketing Strategy and Tactics

A mobile-ready version of your company’s site should also be considered essential. Mobile-ready sites are increasingly becoming the initial point of entry for potential customers, so building a website with cross-platform compatibility is key to optimize sales. Photo credit: Shutterstock.com

Know Where Your Customer Lives Online. “Talk to your customers and find out where they live online,” Alt said. “Are they on Facebook? Are they on Instagram? Understand where they live, what their hobbies are, what their income level is, whether or not they own a house, things like that.”

Once you’ve gained greater clarity into your customer, you can start to devise a marketing strategy, Alt said. Organic marketing can be as simple as an Instagram or a Facebook post, so it’s important to determine ahead of time where you’re going to post content; when and how often you’re going to post; and what you’re going to represent online. Do you want to post a build in your shop, spotlight a new product, or maybe show your staff talking with customers? Once that’s figured out, you can move on to tactics. What tools are you going to use?

In addition to leveraging a company’s social-media pages, there are many non-
organic tools that can help, including Google Analytics, Google My Business and Google Ad Words, which can provide a platform to post content or to automate posts across the internet. Using Google Ads, for instance, your posts can enable you to show up in searches—not only your business but for terms related to what you offer. Google sometimes offers first-time advertisers a credit for placing additional ads, which can help companies on a budget.

Blogs Are Still Essential. Motorhead Digital’s survey showed that businesses that incorporate regular blog posts can increase monthly sales leads by as much as 67%.

“Blogs can educate your prospects as well as current customers, and sites with up-to-date blogs rank higher in search engines,” Alt said. “Blogs can also build and control your online identity.”

Surprisingly, 88% of the surveyed aftermarket companies didn’t have a blog or any related content (e.g., short-form articles) posted to their websites, which represents a wasted opportunity to expand a company’s online footprint.

“Blogs are huge,” Alt emphasized. “You can use them to talk about projects in your shop, or new products you are working on, or how your shop operates every day.”

For those who don’t feel they have the time, Alt reminded that there are people who specialize in producing this kind of content. All you have to do is sit down with them and let them know how often you want to post and what the titles of the posts should be.

Email Marketing Isn’t Dead. “Email marketing is still one of the best ways to build a relationship with your market,” Alt said, pointing out that fewer than 75% of companies use email as a marketing tool. “For every dollar spent, the average return is $42, and it has a 40% better conversion rate than Facebook or Twitter.”

Summing up, an up-to-date-website that is loaded with fresh and engaging content; a clear and coherent online marketing strategy; and a robust social-media presence should all be considered absolute must-haves for any business. As Alt noted, some 3.6 billion people—nearly half of the planet’s population—use social media every day, and sites such as LinkedIn and YouTube provide companies with a platform for what is essentially free advertising.

To boost your search rankings and keep users activated, post consistently and keep your profiles up to date. Interact and respond to customers and prospects, and choose the platforms your customers are hanging out on.

SOURCE

Motorhead Digital
1191 Garnsey Rd.
Palmyra, NY 14522
585-766-9785
www.motorheaddigital.com

SEMA News—March 2022

INDUSTRY NEWS

Truck Hero Inc. 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.

Lubrication Specialties Inc. (LSI) 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.

VP Racing Fuels Inc. commissioned Jim “JK” Kelly to author a book chronicling the company’s first 50 years in business, from 1975 to 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), he 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.

Arnott, a provider of air suspension products for passenger vehicles, announced the acquisition of JRi Shocks, based in Mooresville, North Carolina. JRi Shocks will continue to serve its existing markets and customers but will now be better positioned to grow those markets even further while also expanding into new ones, according to Arnott. Customers should see no change in the day-to-day operations of the business.

Geoff Buxton joined Wilwood Engineering’s team of field sales and support representatives. The team of experts spends weekends at tracks around the country for trackside brake system support. Originally from Australia, Buxton became a full-time resident of the United States following a stint with an Australian sprint car team. He later became a member of Randy Hannagan’s World of Outlaws crew until later working on IndyCar and Champ Car World Series teams. His résumé also includes time with the Andretti and A.J. Foyt racing teams.

Lubrication Specialties Inc. (LSI) 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.

Renee Cacchillo was named president and CEO of Safelife Group and also became a member of Belron’s global leadership team. Throughout her decade at Safelite, Cacchillo held roles in both the Safelite AutoGlass and Safelite Solutions business units, with a focus on customer experience. Cacchillo succeeds Tom Feeney, who served Safelite for 34 years and will assume a new role as executive chairman, Belron North America.

SuperSprings International (SSI) announced changes to its leadership team. SSI restructured to establish five defined business units led by a member of its new leadership team. The team includes Tom Bateman, director of marketing; Jeni Chen, director of operations; Justin Tevis, director of data and tech ops; and Ryan Dougan, controller. All members of the leadership team report to Chief Commercial Officer Adam Weisner, who reports to SSI Chairman and CEO Gerry Lamberti.

Armond Gilmore was promoted to media manager of Skyjacker Suspensions. Gilmore has worked with the company for five years, most recently as a graphic designer. As media manager, his responsibilities will be to build and manage the organization’s social-media profile and presence, promote additional projects to support new-product launches, monitor online and offline campaigns and report on results, and develop and produce content via social media, websites and other distribution channels.

SCAT Enterprises announced that it was acquired by Taglich Private Equity, which recently acquired Air Flow Research Heads, a manufacturer of cylinder heads and intake manifolds for the high-performance automotive aftermarket. The transaction includes the Procar by SCAT seating division. SCAT’s management team will remain in place along with SCAT’s production facility and employees, located at its headquarters in Redondo Beach, California. SCAT founder Tom Lieb will remain involved in the business going forward, and SCAT’s current COO, Craig Schenasi, will become CFO of the combined companies and an owner in the business.

Mahle Motorsport announced the addition of three new employees to the company’s staff headquarters in Fletcher, North Carolina. The three positions fulfill roles in sales, technical support and engineering design. Sales Administrator Adam Beddingfield (left) was hired along with engineers Brian Fair (center) and George Wright (right). All three employees report to Mahle Motorsport Product Manager Eric Grilliot. Beddingfield will provide technical product support, including answering questions about PowerPak shelf stock products, PowerPak Plus, custom-designed pistons and more. Motorsports Applications Engineer Fair is a recent graduate from Tennessee Tech University, while Wright is a recent graduate from Minnesota State University.

Total Seal Piston Rings announced Victor Wise as its new director of quality. He will focus on day-to-day operations, working with management and manufacturing to ensure the highest-quality product ships to the customer on time, with the tightest tolerances possible. With more than 15 years of management involvement, Wise’s experience includes aerospace, automotive, semiconductor and commercial.

MW Industries completed two new acquisitions that expand its precision spring and fastener manufacturing capabilities. They include Fox Valley Spring Company (a supplier of springs, wire forms and flat springs) and Ideal Fasteners (a global manufacturer of threaded fasteners). These additions expand MW’s U.S.-based manufacturing locations and broaden its custom and stock component
capabilities.

SEMA News—March 2022

INTERNATIONAL

Global Appeal

2022 SEMA Global Media Awards

By Linda Spencer
 

Edelbrock won three GMA awards from journalists based in Canada and Argentina for its E-Force Stage 2 Supercharger Kit for Ford Mustang 5.0L and CFM Race & Performance Carburetor. Trent Goodwin (left) and Annmarie Fioravante (center) are pictured with SEMA Senior Vice President of Operations Bill Miller.

Eighty-four SEMA Show exhibitors came away from this year’s event proudly touting 2022 Global Media Awards (GMAs). This sought-after recognition from top international journalists serving as judges demonstrates the global appeal of the winning products.

Vehicle customization and personalization have been growing worldwide. The GMA program taps top international media experts to weigh in on which new products are likely to succeed in their home markets.

The global automotive specialty-equipment market is made up of enthusiasts who are passionate about the hobby. That passion can be found not only throughout the United States but also in countless spots around the globe, including Dubai, United Arab Emirates; Melbourne, Australia; and Stockholm, Sweden.

Ten international journalists served as GMA judges. They were charged with each selecting 10 products from the New Products Showcase that they believed would best resonate with consumers back home. Both large, well-established manufacturers and 13 first-time exhibitors took home GMAs.

The International Happy Hour provided an opportunity for the winning manufacturers to meet the journalists who selected their products and to learn more about the unique features of their local markets, including the trends, terrain and demand that led the judges to select their products.

SEMA News caught up with five of the judges and asked them for some insights into each of the products they selected.

CANADA

Thomas Holland, Throttle House

• Last Drop Wrench, Aluminum LDW80mm14F: “A very simple oil filter wrench that pierces the filter and lets the oil drain out safely so it doesn’t spill everywhere and get all over you (which is a very real possibility when doing oil changes; ask me how I know). Simple, effective, cheap, easy. Love it.”
• TRAC—Tire Rotation Assistance Cart/Tire Jack, TRAC Tire Jack: “Ever changed tires in your driveway and struggled to lift, move and line up the wheel on the hub? This product is a super-simple lever to slightly lift and move the tire with almost zero effort. I’ll be using this at the racetrack and in my driveway when it’s freezing out and my patience is almost nonexistent.”
• Sea Sucker, Light Bar Mount With Battery Box: “Sea Sucker makes a lot of cool suction mounts for cars, but this one is pretty great, because not everyone wants to permanently mount a light bar on a car (especially if it’s leased). This system has the mounts and the power to just slap a big, dirty light bar on your car temporarily. Super cool.”
• Victor Racing Inc., DRR1: “Um, F1-style DRS on any car? Yes, please. This wing automatically adjusts to give you different levels of downforce at preset speeds. The whole package is light, too. I might just put one of these on my race car.”
• Griot’s Garage, Compact Sit-On Creeper II: “This was a very well-designed little sit-on shop stool with a detachable creeper. Perfect for track days. Makes way more sense than bringing both a stool and creeper for racing weekends. I’ll be picking one of these up for sure.”
• Lippert—Curt, Ranch Hand, UWS, Luverne, Aries, QuickPin No-Latch Trailer Coupler: “This was one of those products that I looked at and went: ‘Why has no one made this before?’ Instead of that annoying latch to hold the trailer hitch to the ball that seizes and rusts, this is just a simple pin that slides through to attach the trailer to the truck.”
• General Motors, ZZ632/1000 Crate Engine: “Okay, here are some numbers: 1,000 hp, 10 liters, 7,000 rpm, 93 octane. Insane. If this is a sendoff to gasoline engines from GM, I’m very onboard. ’Nuff said.”
• Webb Motorworks Ltd., Webb V8 Electric Small-Block Chevy: “This is an easily swappable EV motor that you can drop in on normal engine mounts. It looks like a hot-rod American V8. Who says EVs can’t have fun engine (uh, motor) bays? The builders of this make them in a small shop and put heart and soul into making them look great. If this makes it easier for hot rodders to convert their cars to EVs in the future so we can continue to enjoy American classics, then there is hope yet.”
• Torque Trends Inc., TorqueBox for Tesla Motor: “This was a great little innovation that takes the place of a transmission in an EV-swapped car. It’s much lighter than the stock transmission (crucial for saving weight in an EV swap) and can adjust the gear ratio where necessary. Well built and great for EV swappers.”
• Antigravity Batteries LLC, Re-Start Motorcycle Batteries: “This just seems like a good idea. A lithium-ion car battery that always has a power reserve built in to be able to jumpstart the car if the battery dies. I’ve been stranded enough times to know why this just makes sense.”

Honduras

Edmundo Pazzetti, Sobre Ruedas

• Ford Motor Co., Soundbar by JBL: “We selected this product because of its design, which is not the traditional UTV bar with round individual speakers. It allows for easier and more rigorous cleaning, since UTVs are subjected to extreme conditions of dust, sand and, above all, mud. This last reason is why we believe it is ideal for our market since the UTV enthusiast groups in our region are mud lovers.”
• HIMA Lighting, Driver Fatigue Monitoring System: “Many accidents on the roads are the result of people who, due to their high level of fatigue, cannot react in an ideal way to an event—increasing the chances of being involved in an accident. I believe that this is a product that is not only interesting for our region but a solution that should be a requirement by law, at least for the heavy transport sector; a sector that is the most prone to fatigue due to many hours behind the wheel and that if accidents occur, most of them are fatal.”
• ICON Vehicle Dynamics, CDEV Shock Powered by IIC: “What’s better than being able to adjust the shock absorber settings from the comfort of the cab? Normally, the driver has to get out of the car and adjust the suspension using a special tool, however with this solution they can do so in far less time and from their mobile phone. It is very welcome because of the versatility it offers.”
• KENOH USA, LED Light Bar: “The ailments that every auxiliary light suffers are degradation from sun exposure and the possibility of damage from a rock in the road—both of which I have personally experienced. With this product, these are two less concerns to have. As above, this is a solution for all auxiliary light users in general, and while it applies very well to our market, we are sure it also applies globally.”
• Last Drop Wrench, Aluminum LDW80mm14F: “In every industry, reducing time and risk is extremely important and having a tool that can remove and drain the oil from the engine filter is something that every specialty shop would want to have.”
• MAKEiT, MAKEiT 2x2 Large Format 3D Printer: “This was the product we liked the most, and the one we believe will shape the future of the aftermarket. Instead of having a warehouse full of inventory, suppliers now only need to have this printer and the blueprints of the parts to be able to print at the customer’s request. It not only reduces costs but also increases the (virtual) capacity of products since some that have very low rotation are usually not available everywhere. In small countries, this application is even more interesting due to the market being small and the availability of many parts is limited or nonexistent—something that would not be a problem if a 3-D printer was on hand.”
• Rhino-Rack USA, Stow It: “Another product that we not only liked but need is this solution to prevent equipment theft. This problem is more accentuated in Latin American countries where the level of crime is higher, and being able to rest assured that I can leave my recovery equipment exposed without fear of returning to the car and finding the gear gone is priceless.”
• Smart Winch, RescueWinch: “Out on the trails we have seen the need to pull the car from behind, from the side or even from above. This is often impossible with the front winch and having one that can be placed at the exact point where we want to direct the recovery is very welcome. Additionally, this product is small and can easily be used because it is not so heavy.”
• Sony Car Audio, XAV-AX9500ES: “It was about time to get a full HD big screen at a decent price from Sony! Been around looking for a good quality stereo, and the market is flooded with cheap units with bad quality output.”
• Super Shiner, Buffer With Compound Dispensing System: “Reducing labor time and costs in creating quality products are, of course, the goal. This solution not only reduces labor time drastically but is also more efficient in the use of compound material and improves the uniformity of the finish. Without a doubt, something that every paint shop MUST have.”

MEXICO

Angel Gonzalez, Mas Motor

• AlphaRex, ’19–’21 Dodge Ram 2500 Nova Series LED Headlights: “The lighting that it offers in conjunction with the chips used in its design offer the driver safer handling, thanks to the scope of the 3-D projectors patented by AlphaRex. In the Mexican market, there are still many brands that need to position themselves with this type of product that provides quality and high performance thanks to its technology and the patents it has.”
• Cedar Electronics—Escort/Cobra, Escort Maxcam 360c: “This type of radar detector and dash camera is always necessary since they complement the alerts about obstacles on the road and store the information in the cloud and in the app. In Mexico, there are some similar products but not yet one as developed as this. The regulations of our country already allow the use of this technology, so a good number of sales can be expected in the short term.”
• Hella Automotive Sales Inc., Hella Black Magic LED Series: “The increase in sales of all-terrain vehicles such as Polaris in Mexico has made the market look for more accessories and an improvement in vision in low-light conditions. This product, due to its high resistance to dust and water, would undoubtedly be one of the most important components sought after for ease of installation and high durability.”
• Integrated Engineering, IE CARB-Legal Intake System for VW and Audi MQB 1.8T and 2.0T Gen 3 Engines: “Better performance engines without the need for many modifications. It is important that the different brands keep in mind the most popular applications in the countries into which they seek to export. For example in Mexico, Volkswagen and Audi are among the best sellers.”
• KENOH USA, LED Light Bar: “In a personal way, this is one of the best products for all-terrain or utility vehicles. It gives you the facility to turn it at the necessary angle to help improve the view of the road and in that way make it safer. As I mentioned in other products, the market in our country is opening up a lot to this type of vehicle and to all kinds of accessories that can be mounted to make tours safer day or night.”
• Mickey Thompson Tires & Wheels, Baja Legend MTZ: “Mickey Thompson has always been known for being a trusted brand for those of us who use their products in our vehicles. In the case of this model, it gives you the security and tranquility that, regardless of the terrain conditions, its design will give you the confidence of a quick response to the movements of the steering wheel and in braking conditions. As I already mentioned, this brand is positioning itself in our country as reliable, and its products give you the guarantee of durability.”
• Morimoto Lighting, Morimoto 4Banger A-Pillar Brackets for Tacoma (’16–’21): “The extra lighting that can be had in pickups has become very important due to the different roads traveled. This accessory for Tacoma, which is one of the best-selling trucks in Mexico, can undoubtedly be positioned in our market, which is always looking for small but useful accessories.”
• Scosche Industries Inc., ProClip Phone Mount for the ’21–’22 Ford Bronco: “The Bronco is increasingly one of the top vehicles of choice for going off-road both in the United States and in Mexico. Last November during the SEMA Show, we saw a large number of accessories for it. Inside, it has panels so that you can install different accessories for both tools and different gadgets. This phone mount is ideal, as it gives you the assurance that it will not fall at some point with movements on difficult roads.”
• Spyder Auto, Performance Lighting: “As I have mentioned, the exterior lighting of our vehicles is very important, since it gives us the peace of mind that our path is clear when driving and for the drivers of other vehicles to see us. Let’s be seen with the application of sequential lights on the Spyder products. This technology has not been fully implemented in our country. These products would be the perfect solution for this area of opportunity.”
• Vais Technology, Smart Keyless Access Based on Proximity: “This accessory can undoubtedly give you the peace of mind and security of being able to access your vehicle in an easier way, since the proximity sensors can open, close or lock the vehicle or even turn on the engine or the lights.”

UNITED ARAB EMIRATES

Nabil Moustafa, Strive Middle East

• Antigravity Batteries LLC, Lithium Starter Battery: “This is a convenient product to have, where you don’t have to worry about cables and charring your battery and how to do it. This has lots of potential in our region and is needed in every household. I would also look into the Saudi Arabia market as well, since females are now starting to drive and need easy ways to deal with car problems.”
• Dee Zee, Under-Seat Storage Drawer: “Space is always needed, and the need to store several items without them flying around is also a must. In our region, you see a lot of people going to the Gladiator, for example, because it has storage under the seats. If you look at the F-150, there’s a lot of space under the seats but no storage compartment. These are a few examples among lots of other vehicles that are used for off-roading or camping in our region.”
• Giant Loop, Armadillo Bag: “Overlanding, camping—desert activities are growing in an exponential rate, and add racing. Having the ability to move liquids in such a bag while avoiding leakage is an extremely clever idea.”
• Mastertop, Full Door Cab Cover in Durable Soft Top Vinyl for JT Gladiator Trucks: “Not just for Gladiators, but this is a must for Wranglers and now the Bronco. We all love to take off the roof and the doors, but at night (especially in our region) you get hit either by sand or humidity and need to put everything back on and remove it the next morning. It’s a hassle, and this cover solves the problem.”
• Off Road In Mind, RGB-Recovery Gear Box: “There’s always a need for extra storage, and using the lost space for a recovery kit (which is usually dirty) and having it properly stored is a great idea. Created from actual need and a must in a desert region, and it can also be easily accessible even in a desert storm.”
• Stinger Off-Road, Full Screen Front/Rearview Mirror Replacement Monitor With DVR and Backup Camera Kit: “This is a very convenient product and can fit on any car. Even OE products do not come with these features in most cars. In my opinion, it has great potential in our market.”
• Tire Stickers, DigiWall Tire Lettering: “Having the potential of adding a printed image on your tire is great. I think people will be interested in this product, especially for tuning events and activities.”
• Universal Air Suspension, Light Up Acrylic Air Tank: “Customization is always welcomed in our region. Adding air tanks is becoming really popular. So far what I have seen is either air brushing an air tank or adding lights around it, so this is a great idea that has potential in our market, especially among those who are always looking to be distinguished.”
• Webb Motorworks Ltd., Webb V12 Electric Flathead: “The trend is now electric, and lots of people are also engaging in restomods. This product will provide the solution to go electric and have the latest technologies while preserving the classic looks. As for our region, electrics are not there yet but will be in the near future—especially with UAE going carbon-neutral in the near future. It will have lots of potential.”
• Woolf Pack Racing, Natural Nitrous: “The racing scene and the constant need for being faster in our region is growing. People are looking for quick and easy-to-use solutions. This is one of these ideas, and the name is really catchy.”

VENEZUELA

Henry Pierini, AutoZulia International

• Antigravity Batteries LLC, Antigravity Batteries Lithium Powerstation: “The Lithium Powerstation is an ultra-compact and efficient power supply that everyone should have. From an emergency power supply to a must-have camping tool, it’s a product no one can go wrong with.”
• Hima Lighting, Driver Fatigue Monitoring System: “We consider the Driver Fatigue Monitoring System to be a must in all vehicles as it can potentially reduce numerous accidents caused by drowsy drivers.”
• Wiha Tools, Pro Rolling Tool Set: “The Pro Rolling Tool Set is a must-have tool set for car enthusiasts who like to go up close and personal with their vehicle maintenance and upgrades.”
• Airgas Advanced Fabrication, LightWeld 1500: “The LightWeld 1500 is essential to those who aim to learn how to weld, as well as to professional welders who need a truly portable welding tool.”
• CIC Powerbox LLC, CIC Powergrid Utility Start Power: “The CIC Powergrid Utility Start Power is an exceptional, heavy-duty, portable and self-sufficient powerhouse that offers both AC and DC as well a potent air compressor.”
• Performance Electric, PE3-8400P DIY Kit: “For enthusiasts, the PE3-8400P DIY Kit is the perfect custom wire harness kit, including tuning software to adjust your build to your liking.”
• General Motors, 4L75-R Transmission: “The 4L75-R transmission is one of the best electronically controlled, four-speed automatic transmissions currently on the market.”
• Litespeed Racing, Carbon One: “The Carbon One is an absolute game changer. Top-quality ultra-lightweight rims that will make a difference both on the street and on the track.”
• ICON Vehicle Dynamics, ICON Alloys Rebound Pro: “The ICON Alloys Rebound Pro is one of the most robust wheels currently available, capable of traversing most terrains.”
• Gold Eagle Co./303 Products, Graphene Nano Spray Coating: “We found the Graphene Nano Spray Coating to be a very complete product, offering both visual enhancements as well as improved protection to almost all surfaces of the vehicle.”

The following lists are the New Product Showcase selections by the other 2022 Global Media Award judges:

ARGENTINA

Luis Zschocke, New Tune Up

• Modern Driveline, TKX Side Shifter for Early GM A-Body and Sunbeam Tiger
• BluePrint Engines, Newly Designed Ford 302 Compatible BluePrint Engine Block Casting
• Speedmaster, Ford C4 Billet Aluminum Bolt-Together Torque Converter 3750+
• General Motors, ZZ632/1000 Crate Engine
• FiTech Fuel Injection, Go Fuel Force Fuel Mini Surge Tank
• Edelbrock Group (Edelbrock, Comp Cams, TCI, FAST, Russell), Edelbrock E-Force Stage 2 Supercharger Kit for Ford Mustang 5.0L GT Coyote ’19–’21 V8 Engines
• Edelbrock Group (Edelbrock, Comp Cams, TCI, FAST, Russell), Edelbrock VRS-4150 850-cfm Race and Performance Carburetors
• Ford Motor Company, Gen 3 Coyote Carbon-Fiber Front Timing Cover
• AADPerformance, ’15+ S550 Mustang Rear Suspension Setup
• FiTech Fuel Injection, Nemesis 4500 1,600hp Bright Aluminum EFI System

CANADA

Darren Greenwood, GarageShots Magazine

• JM3 Oil Filter Wrench, JM3 Oil Filter Wrench
• Webb Motorworks Ltd., Webb V8 Electric Small-Block Chevy
• Mile Marker Industries, Rhino Pull 1000
• Speedway Motors, Speedway Motors Bomber Seat Kit
• Vintage Air Inc., Streamline Heater
• Bed Wood and Parts, Carbon Series RetroLiner ’14–’18 Chevy/GMC with 5-ft. 8-in. Bed
• MAKEiT, 2x4 Large-Format 3D Printer, MAKEiT, 2x2 Large-Format 3D Printer
• Cube Tracker, Cube GPS Tracker
• Vais Technology, Smart Keyless Access With Push to Start
• AutoBio Tags, AutoBio Tag

Jordan Lessen, PASMAG

• Woolf Pack Racing, Natural Nitrous
• Goobi Glass, Goobi Glass
• KW/ST/Belltech Suspensions/BBS, KW Variant 5 High-Performance Four-Way Adjustable Coil-Overs
• Retro Manufacturing LLC, RetroSound Denver Radio
• Integrated Engineering, IE Carbon-Fiber Intake System for Audi B9 S4, S5 and RS5
• Integrated Engineering, IE Carbon Fiber-Intake System for Audi C7 S6, S7 and RS7
• Edelbrock Group (Edelbrock, Comp Cams, TCI, FAST, Russell), Edelbrock E-Force Stage 2 Supercharger Kit for Ford Mustang 5.0L GT Coyote ’19–’21 V8 Engines
• Victor Racing Inc., DRR1
• Turbosmart, Electronic StraightGate 50
• Lingenfelter Performance Engineering, Lingenfelter Performance Engineering C8 LT2 Performance Design Carbon pTR Intake Manifold System

CHILE

Pablo Olmos, Cars & Coffee Chile

• Vyper Chairs, Robust Steel Max
• JM3 Oil Filter Wrench, JM3 Oil Filter Wrench
• Griot’s Garage, Compact Sit-On Creeper II
• Adam’s Polishes, Adam’s SK Pro Micro Cordless Swirl Killer 2.0
• Adam’s Polishes, Adam’s Premium Foam Cannon
• Adam’s Polishes, Adam’s Premium Foam Gun
• Adam’s Polishes, Adam’s Advanced Graphene Ceramic Coating
• Adam’s Polishes, Adam’s Advanced Spray Graphene Ceramic Coating
• BoxoUSA, MotoBox Toolbox
• Last Drop Wrench, Last Drop Wrench—Aluminum LDW80mm14F

ISRAEL

Pini Paz, Ron Paz Ltd.

• Antigravity Batteries LLC, Antigravity Batteries Lithium Powerstation
• AutoParts4Less.Com, AutoParts4Less.com World’s First Dedicated Multi-Seller Automotive Parts Only Marketplaces!
• Castrol, Castrol GTX Full Synthetic Motor Oil
• Greer Products LLC, Thumbguntool
• Lippert—Curt, Ranch Hand, UWS, Luverne, Aries, Echo Under-Dash Trailer Brake Controller, Bluetooth Smartphone Connection
• Maxxsonics, MB Quart MBQRG-STG3-1 800-Watt Stage 3 Polaris Ranger Tuned System
• Mothers Polish, Mothers Ultimate Hybrid 1-Step Ceramic Clay & Coat
• Project X, Project X Rock Lights With Integrated 4K Cameras
• SummitCRS, Production Board—Countdown
• Ventra Technology, Ventra VDR-130 Dual-Camera Dashcam With WiFi

First-time exhibitor JM3 Oil Filter Wrench won two GMA awards. Company executives pose here with SEMA Senior Vice President of Operations Bill Miller (right).

Winning Exhibitors by Count

• Adam’s Polishes–5
• Antigravity Batteries LLC–4
• Edelbrock Group (Edelbrock, Comp Cams, TCI, FAST, Russell)–3
• General Motors–3
• Integrated Engineering–3
• Last Drop Wrench–3
• Webb Motorworks Ltd.–3
• FiTech Fuel Injection–2
• Ford Motor Company–2
• Griot’s Garage–2
• Hima Lighting–2
• ICON Vehicle Dynamics–2
• JM3 Oil Filter Wrench–2
• KENOH USA LED Light Bar–2
• Lippert—Curt, Ranch Hand, UWS, Luverne, Aries–2
• Makeit 2x4 Large Format 3D Printer–2
• Vais Technology–2
• Victor Racing Inc.–2
• Woolf Pack Racing–2
• AADPerformance–1
• Airgas Advanced Fabrication–1
• AlphaRex–1
• AutoBio Tags–1
• AutoParts4Less.Com–1
• Bed Wood and Parts–1
• BluePrint Engines–1
• BoxoUSA–1
• Castrol–1
• Cedar Electronics—Escort/Cobra–1
• CIC Powerbox LLC–1
• Cube Tracker–1
• Dee Zee–1
• Giant Loop–1
• Gold Eagle Co./303 Products–1
• Goobi Glass–1
• Greer Products LLC–1
• Hella Automotive Sales, Inc.–1
• KW/ST/Belltech Suspensions/BBS–1
• Lingenfelter Performance Engineering–1
• Litespeed Racing–1
• Mastertop–1
• Maxxsonics–1
• Mickey Thompson Tires & Wheels–1
• Mile Marker Industries–1
• Modern Driveline–1
• Morimoto Lighting–1Mothers Polish–1
• Off Road In Mind–1
• Performance Electronics–1
• Project X–1
• Retro Manufacturing LLC–1
• Rhino-Rack USA–1
• Scosche Industries, Inc.–1
• SeaSucker–1
• Smart Winch–1
• Sony Car Audio–1
• Speedmaster–1
• Speedway Motors–1
• Spyder Auto–1
• Stinger Off-Road–1
• SummitCRS–1
• Super Shiner–1
• Tire Stickers–1
• Torque Trends Inc.–1
• TRAC—Tire Rotation Assistance Cart/Tire Jack–1
• Turbosmart–1
• Universal Air Suspension–1
• Ventra Technology–1
• Vintage Air Inc.–1
• Vyper Chairs–1
• Wiha Tools–1
• First-Time Exhibitors Winning
• Global Media Awards–Count
• JM3 Oil Filter Wrench–2
• Woolf Pack Racing–2
• AADPerformance–1
• AutoBio Tags–1
• Cube Tracker–1
• Goobi Glass–1
• Mastertop–1
• Morimoto Lighting–1
• Off Road In Mind–1
• Project X–1
• Stinger Off-Road–1
• Super Shiner–1
• Vyper Chairs–1

  SEMA News—March 2022

REQUIRED READING

By Juan Torres, Rachel Tatum and Carr Winn

SEMA Members in the Media

Victory by Brute Force

Robert Matranga and his ’55 Chevy named “Brute Force” took the top prize in the eighth annual SEMA Battle of the Builders competition, edging out more than 240 vehicles that were entered into the internationally recognized contest. SEMA Battle of the Builders is widely known as one of the elite platforms for builders to showcase their work and compete for the coveted top honor during the SEMA Show in Las Vegas.

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SEMA News—March 2022

INDUSTRY NEWS

“SEMA Industry Indicators” Report

While consumer spending remains robust, rising inflation is dampening consumer confidence, according to the latest “SEMA Industry Indicators” report.

While U.S. economic growth was underwhelming in the third quarter, incoming economic data suggests growth revved up in the fourth quarter, barring any major setbacks from the Omicron coronavirus variant or other major uncertainties, according to the latest “SEMA Industry Indicators” report.

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 that, expect consumer spending to continue.

However, the availability of things to buy remains constrained. Inventory levels for new vehicles continue to be low. Dealer levels typically cover roughly two and a half months of sales. Today, they can only cover about two weeks on average. Backlogs at West Coast ports remain a challenge. 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.

SEMA Scholarship Applications Now Open

The 2022 SEMA Scholarship application period for students preparing for careers in the automotive or auto parts industries is now open.

The SEMA Memorial Scholarship Fund offers financial assistance of up to $5,000 to foster the next generation of automotive aftermarket industry leaders and innovators. A loan forgiveness component is also available to employees of SEMA-member companies who have completed their studies and are currently paying off a loan for a program at an accredited university, college or vocational/technical program within the United States.

“College is expensive, and receiving a SEMA scholarship can help ease financial concerns for current students and recent graduates who have outstanding student debt,” said Byron Bergmann, SEMA member services project manager. “Reducing cost also means students have more time to focus their studies toward a career in our industry. That gives them a competitive advantage and can empower them to reach their academic and career goals.”

Scholarships are available in a variety of categories, including but not limited to accounting, sales, marketing and engineering. Eligible students and SEMA-member company employees can apply at www.sema.org/scholarships until March 1, 2022.

››› Students preparing for careers in the automotive industry can now apply for tuition assistance from the SEMA Memorial Scholarship fund through March 1, 2022.

SEMA Launches Education Library for Automotive Professionals

The new, free SEMA Virtual Education Portal can keep automotive pros up to date on the latest consumer trends, advances in technology and industry best practices.

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

From technical details about advanced driver-assistance systems 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 www.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 with a convenient way to learn best practices and increase their knowledge in order to advance in their careers.”

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 www.sema.org/education.

Harbor Freight Tools Foundation Donates $100,000 to SEMA Student and Charity Initiatives

Nationwide tool and equipment retailer Harbor Freight Tools has announced a donation of $100,000 to SEMA Cares and the SEMA Scholarship Fund. The donation is intended to support SEMA’s outreach to youth in need on a variety of levels.

“SEMA wishes to thank the Harbor Freight Tools Foundation, LLC for their incredible generosity,” said SEMA President and CEO Chris Kersting. “This is a unique and significant gift that will benefit the many young people served by our association’s charity and scholarship programs. We greatly appreciate the support to the association and the industry that this donation represents.”

Harbor Freight Tools, a national tool store chain owned and led by Eric Smidt, has more than 1,200 locations across the United States. Through The Smidt Foundation, Smidt launched the Harbor Freight Tools for Schools Prize for Teaching Excellence, which awards more than $1 million annually to 18 outstanding U.S. public high school skilled trades teachers and their programs. The prize is just one part of a broader aim to increase understanding, support and investment in skilled trades education in U.S. public high schools.

“We are thrilled to support the important work of SEMA Cares,” said Smidt. “The SEMA Scholarship Fund provides much needed support for the education journey of young people working in the automotive industry. We especially applaud the ways these scholarships help recognize and nurture talent and open doors of opportunity.”

Established in 2007, SEMA Cares seeks to mobilize the aftermarket to improve the lives of children in need by supporting such charities as the Austin Hatcher Foundation for pediatric cancer, Childhelp for the prevention and treatment of child abuse, and the Victory Junction camp for children with serious medical conditions and illnesses. In addition, the SEMA Scholarship Fund and Loan Forgiveness programs offer students from all academic and technical disciplines within the automotive industry help with college tuition and student loans.