SEMA News—October 2022

BUSINESS

Your Message Here

Podcasts Sit at the Intersection of Technology and a Familiar Format. Can They Help Get Your Message Out?

By Chris Shelton

An interview format where hosts pitch ads feels a touch anachronistic in this digital-everything age. Podcasts seem more like the kind of medium our grandparents’ generation would’ve invented, had the internet spontaneously appeared in their youth. You just know Milton Berle would’ve slayed.

But it’s a format suited uncannily well to a world stretched thin by obligation and distraction. Largely audio, podcasts are a multitasker’s dream come true; they’re something you can do while you’re doing, well…other things. You can cook dinner, mow the lawn, work out, drive or do any number of things that don’t consume full mental bandwidth—all while listening to a podcast.

That helps explain the medium’s staggering growth. According to Podcast Index, 4,058,591 podcasts titles exist as of July 2022, a figure that increased by 579,519 since November 2021. For context, only 547,969 podcast titles existed in November 2016. And content creators enjoy a booming listener base. Data aggregator Statista estimates that more than 100 million Americans will consume podcasts by 2024, a figure up by 15 million since 2020.

But are podcasts the next big way to get your message out? Are they something you should consider as part of your business’ marketing strategy? We pitched the question to a few colleagues operating in the podcast space.

“Four or five months ago I would have said I had no idea,” says Josh Henning, director of operations and business development at chassis manufacturer Roadster Shop and cohost of the company’s “Oil & Whiskey” podcast. “But after hearing the stories that I’ve heard from shops that we talked about or had on as guests, of how it’s moved their needle, it’s a different story. Which is humbling because I would’ve never even thought that could come from something like this.”

Matt Avery, executive producer and cohost of Mecum Auction’s “On the Move,” relates. “Podcasts are a valuable tool in getting the word out for a variety of reasons,” he says. “It’s a very solid and established platform to communicate to your audience about whatever message you’re trying to get out, whether that be the release of a new product or a service or appearance at a show.”

As they and others explain, podcasting offers businesses the ability to build
awareness and stronger relationships with clients. What follows is a loose list of things that make the podcast stand out in a sea of media options.

According to data analyst Statista, roughly 162 million Americans 12 and older (more than half of the total population) consumed podcasts by 2021. Of those, 116 million consumed one in the month prior to the survey. And it’s not a kids’ medium, either; according to estimates from Edison Research’s long-term Infinite Dial survey, 21% of people 55 and older consume podcasts monthly. Even major media organizations are embracing podcasting to deliver long-form content.

Connecting With Listeners in Your Market

Perhaps you’ve heard the axiom, People do business with people they know, like, and trust. We usually exercise it by asking a friend for contacts in a business. “[Listeners] have a perceived relationship with hosts and guests,” says car builder and “Car Guy Confessionals” co-host Steve Strope. It’s a matter of “I like the way this guy thinks,
I like his persona. I think I would like to do business with him,” he observes.

Podcasts also offer a somewhat special connection with their audiences. As they do in any other format, podcast hosts tend to specialize in a subject or at least a limited range of similarly themed subjects. The hosts of “Oil & Whiskey,” for example, tend to focus on things related to Roadster Shop’s core business: bespoke chassis for older modified American cars and trucks. So, they represent a direct channel of communication to a very specific demographic of engaged consumers. Followers of “Oil & Whiskey,” for example, are probably more inclined to spend their money on a product or service geared towards older modified American cars and trucks. That’s the obvious part.

…And Finding New Ones in Others

But that focus has soft edges. The “Oil & Whiskey” hosts also talk a lot about, well…whiskey. And knives. And firearms. And whatever else overlaps the Venn diagram of those topics. “So, we’re getting followers from those niche audiences [who] are learning about cars,” Henning says. “And now they’re like, ‘oh crap! I want, like, a four-wheel-drive truck!’ We have guys that are into car stuff. They’re like, ‘man, these knives are cool. I’m buying one!’” He says they’re getting feedback from brands discussed on their show. “‘Hey, these guys just called up and ordered these guns or these knives or this whiskey, you know, and they’re getting into it from your podcast.’”

More than wide, podcasting also tends to run deeper than many other media formats. “It lets you communicate at a different level than those other channels, for example, video or written,” Avery notes. “If you’re dealing with a print piece or a news article, often you’re dealing with a word count. Typically, with a podcast, you can expand on ideas or chat about different things in great detail.”

“It gives us a way to talk about what you have going on right now,” Henning adds. “With social media, everything’s live. It’s like breaking news. But with podcasts you can go a little bit deeper and explain something, and sometimes explaining something in an entertaining way [is] different than, you know, ‘here’s a cool picture of it. Call us.’”

Podcast listeners enjoy a staggering number of podcast titles: 4.1 million as of 2022 according to Resound.fm. That’s up a full million from 2021 and up more than 300% since the start of the pandemic. And the range is diversifying—a great number of the titles in the automotive niche appeared during the past two years.

Developing Communication Skills

While the audio format has incredible power in the communication world, its narrower bandwidth and reduced production costs (compared to, say, video) give it a more informal feel. That informality offers latitude to develop communication skills. “If you’re developing your sales or editorial team, it can be beneficial to get them out of their comfort zone, i.e., hiding behind a press release,” Avery says. “When you’re having to respond to questions in real time, it sharpens your team to address things that maybe wouldn’t have come up in a closed-door brainstorming session.

“It’s also good for all of us to learn to be succinct and to communicate our ideas. It forces you to go over the main points about the message you’re trying to communicate. That’s why podcasts should be one of the major avenues that teams look at when it comes to getting the word out about something new.”

Podcasts offer an opportunity to spotlight commonly overlooked team members. “I’ve encountered that many times over the years,” Avery says. “It allows you to connect with people that necessarily aren’t on the front lines but are key to subject-matter experts and can truly provide valuable insight. I’m thinking of conversations we’ve had with OEMs, where we’ve been able to connect with engineers, developers and more that can provide another in-depth viewpoint to that first line of marketing personnel. These are great individuals to connect with, as in the case of an auto manufacturer, these are the actual people directly connected to the vehicles that we’re test driving.”

“It gives you as a team member or a leader in your organization the opportunity to bring to light the people who have their sleeves rolled up that are working on the parts that you’re selling, or the technology you’re developing or whatever. While not necessarily the driving force for a decision to push into the podcast arena, it can be a peripheral benefit.”

Appearing in podcasts, especially with key players on your organization’s team, also fosters a sense of expertise. “That, to me, has value,” Strope says. “If you’re on somebody’s website or podcast or interview, that’s strengthening your brand; it’s showing that you have value because they’re asking you to be a guest.”

The market responded to creators’ demands for high-quality microphones with a diverse array of affordable options. Logitech offers a range in its Blue series, including the Yeti X condenser microphone. It features four modes: cardioid for single-person presentations, omni for conference calls, bidirectional for one-on-one interviews, and stereo for detailed recordings. USB microphones like these pair just as well with smartphones and tablets as they do with computers. And they retail for not much more than $100.

Targeting Your Audience

The threshold to entry may be lower and its bandwidth may be narrower, but podcasting still requires a strong level of homework, even for guests. “As with any successful marketing campaign, a lot of it comes down to the preparation,” Avery says. And it begins by targeting your audience by choosing the right host.

“When a skilled team is looking out over the launch and deployment of any kind of news content, target the podcast[s] that you want to be on. Look over who’s out there. A simple online search will provide options, or connecting with someone on the SEMA team can be a great step. Anyone who is part of and active with SEMA probably already has resources available in terms of showing who the personalities are in that space.”

From there, he says it’s no different than appealing to other forms of media. Often a press release is enough to open a door.

“Craft a targeted appeal to the host or the producer. And just as when you’re sending out a press release, be prepared to provide additional assets,” Avery maintains. “That can be a big draw. A lot of the successful podcasts are not restricted to audio formats alone. A lot of them have a video presence—a show page, for example.

“Because a lot of these shows are hosted on what we would think of as traditional blog posts, they can embed additional media assets. So don’t overlook that. That can really help to put your show above and beyond, and further connect you with your audience.

“The nice thing about podcasts is that they tend to be on the smaller scale of production, as opposed to some of the growing TV or YouTube channels where you have multiple levels of production teams and even various producers. It can be difficult to approach and pitch to these on-air personalities. However, connecting with a podcast show or on-air host can be more attainable.”

For an idea of how the process sometimes looks from the other side, Josh Henning explained how he and his co-hosts Phil and Jeremy Gerber choose guests. “If it’s somebody that we want to talk to and we think it’s going to be an interesting conversation, I don’t care what industry they are from, what product they have, or where they’re coming from,” he says. “If they’ve got 50 followers or 5 million followers, it doesn’t matter. If we think it’s going be an interesting and fun conversation that we would enjoy, we’ll do it.”

“Just do your homework,” Avery instructs. “Then be clear about what you’re trying to communicate about your desire to come on their show. Discuss what would be relevant to their listeners.”

Then develop a rapport in terms of what the host or hosts want to cover. “Present how a potential segment spotlighting your brand or news fits into the overall show,” Avery said. “If it’s a new technology or service or product, that’s clear. But on the other hand, it’s always nice to present or pitch other potential topics of conversation to the host. That can help them with show development, and you never know how that might open the door to more. Maybe you start with your bit of news but by offering some other topics that are relevant, you fit into a larger theme.”

Honing Your Message

Avery has a few pointers to prepare for the podcast recording. “I typically put together a couple of talking points just to get into that habit of looking at what I want to cover when I’m on-air.” He says he usually covers only about a third of what he intends, but the headroom is priceless. “That way, if you do have more time, you’re always thankful that you’ve got something more to discuss. It also shows respect to your listeners by providing meaningful content as opposed to rambling. Be prepared and be professional.”

At the same time, expect curveballs. “I’ve been on many podcasts where the hosts or producers say in advance, ‘…we want to talk about this, this and this.’ And leading up to the show recording I’ve been preparing for those exact talking points,” Avery says. “Then, suddenly, on air the host wants to take a curve, take a sharp turn and asks something off the wall. That’s not always the case but that goes back to being prepared and learning to deal with the unexpected.”

Stripping away the visual side of the presentation may simplify the process. But it also intensifies the perception of what remains, specifically the audio part. “I’ve held many interviews with high-level team members at well-known companies and organizations and it sounds tinny because of the lack of decent equipment,” he says.

“If you’re looking to move into podcasting—even just to be featured on one—take steps for your production to be successful. You don’t need a full-blown studio but get a good-quality microphone, even a USB microphone and find a quiet place in the office to record. It really doesn’t take that much from a dollar standpoint to come across clear and have a nice warm tone. In addition to the actual message of what you’re communicating, that’ll help make the conversation more engaging and enjoyable to listeners.”

The Big Payback

The give-and-take model of podcasting has one last appeal and a kind of obligation. “Podcasts give guests material that they can use and showcase on their own marketing channels,” Avery says. More than make the most of your company’s message, promoting the podcast you appear on benefits your host, making the experience fully reciprocal. Remember, podcasters are businesses too.

Podcasting imposes a relatively low bar, at least production-wise. For example, Matt Avery and John Kraman host Mecum’s “On the Move” podcast from pretty much anywhere they can plug in. The pandemic also inspired entirely remote formats, where guests and hosts connect online. It’s not uncommon to participate in podcasts hosted in entirely different states if not countries, but you’d never know it judging by the finished product. Photo courtesy: Andrew MacKey

Just Do It

Emerging technology makes a darling of every new medium that it inspires, and at the pace that technology develops it seems almost impossible to keep up. But podcasts, with their low barriers and increasingly larger audiences, have great potential. When asked if businesses should make podcast appearances a part of their marketing strategy, every expert we talked to responded positively.

“It’s the adage about marketing: 10% of it works—you just don’t know which 10% is working,” Josh Henning says. “It’s the same thing with going to the shows, doing SEMA, doing print ads and doing our social media. With everything that’s going on—YouTube, social media and our podcast stuff—it’d be great to be able to know which one that’s giving us ROI. But it’s all brand building out there.”

“I would say there’s built-in potential [and] inherent value,” Steve Strope adds. “The potential’s there, one set of eyes or ears could make a great difference and you will never reach them if you don’t at least go out there and give it a try. You know, what’s it gonna hurt?” he asks. “What could possibly go wrong?”

 SEMA News—October 2022

SEMA IN THE MEDIA

Required Reading

An Empowering Decade

By Juan Torres

The SEMA Businesswomen’s Network (SBN) embarked on an all-female Ford Bronco build this year to highlight successful women in the automotive industry while also attracting and supporting more females to pursue careers in the field.

The project came 10 years after the SBN led an award-winning all-female Ford Mustang build to raise awareness of women working in the automotive industry. “We know that automobiles are exciting and that there are countless job opportunities for women in the industry,” said Sara Morosan, SBN Chair Elect. “The 2022 SBN All-Female Vehicle Build will again shine the light on this important initiative and help women see what’s possible.” This year’s build took place at both SEMA Garages in Diamond Bar, Calif., and in Detroit before the completed vehicle traveled to Las Vegas to be displayed at the 2022 SEMA Show. These are some of the publications that have followed the project.

CarBuzz

“We couldn’t be more stoked,” proclaimed Chase Bierenkoven when announcing the special project to CarBuzz readers. The editor was also eager to see if the build team would take either the overlanding route or if they would aim for “all-out performance in an attempt to out-Raptor the new Bronco Raptor.”

Automotive Business Review

News of the SBN all-female build reached automotive aftermarket professionals in South Africa thanks to the editors of Automotive Business Review magazine. Readers were also informed that in an effort to give female designers an opportunity to showcase their work, the build team was accepting renderings from female professionals and students.

Car Guy Confessions

SBN Chair Elect Sara Morosan joined the “Car Guy Confessions” podcast crew to discuss many topics, including the SBN build. “We’re using this build as a tool to highlight all the job opportunities that are out there,” she said. “We’re working with a lot of women-owned companies.”

HEARD ON SOCIAL MEDIA

“The vehicle will depart for the SEMA Garage in Detroit on August 8, where final accessories will be installed, including enhanced electrical, lighting, exhaust, intake and wrap.”—Aftermarket Intel, via Facebook

“If you’re covering the #SEMA2022 show, don’t miss your chance to interview and see the All-Female Vehicle Build, in progress!”—PC Bennett, via Twitter

“Excited to see these women kick butt. Even more excited to photograph this baby on display at SEMA in November!”—Annette Bauer Creative, via Facebook

“The tricked-out Ford Bronco is set to debut just before the SEMA Show by the SEMA Businesswomen’s Network.”—Motor Age Magazine, via Facebook

SEMA News—October 2022

BUSINESS

ADAS and Accessorization

Designing and Installing Products to Ensure ADAS Compatibility

By Douglas McColloch

Front end exterior modifications such as aftermarket bumpers and valences can degrade the ability of ADAS’s forward-facing sensors to work as intended if the parts are improperly engineered or installed. Even a simple vinyl wrap can impact ADAS’s ability to “see” through it, so sensor location needs to be taken into account before the installation takes place.

In a recent issue of SEMA News, we reviewed a SEMA Education seminar that discussed the challenges and opportunities posed to the specialty-equipment market by the proliferation of advanced driver assistance systems (ADAS) on OE vehicles (“ADAS and The Art of Vehicle Customization,” May 2022). In the article, we discussed the proper procedures to follow when lifting or lowering a vehicle. This month, we take a look at a recent follow-up session, “Modding Vehicles With ADAS,” which aimed to provide insight for designers and manufacturers of exterior dress-up and bolt-on components who want to make sure their products are ADAS-compatible.

Hosted by Nick Dominato, senior vice president of product for Repairify, the session reviewed some basic ADAS features and what companies need to keep in mind when designing their products to work with ADAS, what restylers should know when installing them, and to ensure proper recalibration of those systems once installation is complete.

Why ADAS Matters

For those who are still new to ADAS calibration, Dominato offered a helpful reminder. “We’ve been doing things like this for a long time,” he said, comparing ADAS calibration to speedometer recalibration that takes place after a larger-than-stock tire has been installed; headlight adjustments that are made after a change in vehicle ride height; and wheel alignment and steering-angle sensor (SAS) resets following a modification to a vehicle’s suspension.

“We know that when we modify vehicles, it’s going to change the systems on board,” Dominato continued, “and ADAS is just one more of these things, so this concept is not completely new to us.”

Before diving into the details, Dominato stressed the importance of keeping ADAS systems in compliance with OE specifications since these systems have become such an integral part of the modern-day driving experience, not to mention OE marketing and advertising strategies. “You can’t watch a car commercial now that doesn’t highlight some function of ADAS, whether it’s self driving or autonomous emergency braking,” he noted, “so the customer is hyper-aware of these systems, and they’re going to notice it if these systems aren’t working properly.”

Most important of all, ensuring ADAS systems work as intended are key to driver safety “since they govern the vehicle’s ability to accelerate, brake and steer the vehicle without input from the driver—and often, because there is no input from the driver when there should be.”

Working With Body Kits & Accessories

For this seminar, Dominato chose to focus on ADAS’ park sensors and front and rear (blind spot) radar sensors—“areas where we typically add a front fascia, a grille guard or a front or rear bumper,” he explains. This type of modification “typically doesn’t affect the camera, but it does affect the park sensors and the radar sensors that are located behind the bumper.”

Start with park sensors. According to Dominato, they are very susceptible to blockages. “Park sensors are typically not located behind the bumper, so if you don’t put anything directly in front of them, they’ll generally be fine.” (Later-model Toyotas with Intelligent Parking Assist may need recalibration even if the park sensors are not directly blocked.)

The key components for accessorizers, then, are the radar sensors. These are typically located either behind the bumpers, behind the grille or embedded in the taillight housings. As engineered, the sensors do have the ability to “see through” the factory plastic bumpers, but the bumper covers do affect the operation of the radar systems. Specifically, the sensors are designed to work with the OE bumper’s outer fascia.

“When the automakers design bumper covers, they’re put through a fairly rigorous test process where the radar beam and any interference is actually mapped out in a model,” Dominato said, “so the automakers can make sure that when they install a bumper, grille or trim on a vehicle, the radar is going to work properly.”

How Modifications Affect ADAS

In short, placing something in front of the radar will affect the sensor in three ways:

Power Loss: “Automakers generally accept about a 10% reduction in range when they put a bumper cover in front of that radar sensor,” Dominato said, and sensors are designed with that level of imperfection in mind.

Sensitivity Loss: Installing a body panel in front of the radar is going to create “noise” and interference that will reduce the sensitivity of the sensor on the margin. In terms of its ability to detect road objects, “that giant dump truck in front of you that weighs 15,000 lbs. won’t matter,” Dominato said, “We have to think on the margins—that marginal object with a smaller radar cross-section, that’s going to be what’s affected.”

Wave Distortions: This can be affected by the shape of the bumper cover. A concave or other angular-shaped fascia, for instance, can distort the radar wave. “When the radar passes through plastic or metal, it will actually change the wave of the radar sensor if the bumper cover is angled because it changes the shape of the radar wave,” Dominato explained. This can cause radar to “read” an object in front of it as being slightly to the left or right of its actual location. Again, OE manufacturers take these factors into consideration when engineering and testing their ADAS systems, so the challenge to the aftermarket manufacturer or installer is to make modifications in such a way that they do not degrade the performance of what are already imperfect (though very capable) systems.

Another key element to keep in mind: Radar performance can be degraded without launching an error code or engaging a dash light. “Just because adaptive cruise control works because it can ‘see’ that dump truck a hundred meters ahead, it doesn’t mean it’s going to work on the that marginal object.” This could be a pedestrian exiting the curb or a cyclist in a bike lane, both of which possess a much smaller cross-section for the radar system to identify. Radar “typically won’t throw a light,” Dominato said, adding that “Dash lights are basically there to remind the consumer that they need to take their vehicle to a dealership for service. They’re not designed to say ‘The system is working 15%–20% less effectively than it should.’”

The “Magic Area” and How to Work With It

When integrating aftermarket fascias, bumpers and exterior bolt-ons with ADAS systems, an important thing to take into consideration is the so-called “magic area” known as the radar projection area, i.e., the origin point of the radar signal. Manufacturers typically design their ADAS radar systems with an initial projection area of approximately 12x12 in. with the realization that the projection area increases as the radar signal emanates outward from the vehicle.

“So if we’re talking about a bull bar or brush guard that projects a foot or more away from the front bumper,” Dominato cautioned, “we have a wider projection area we need to accommodate.”

How to integrate aftermarket exterior components with the radar projection area? Starting with plastic components such as front fascias or bumpers, the key for aftermarket manufacturers is to design their products as close to identical to OE spec for material composition, thickness and curvature within the radar projection area. “You want to mimic the OEM bumper cover as best you can within that 12x12 projection area,” Dominato recommended.

Metal components such as grille guards and winch bumpers pose a different challenge, and Dominato suggested the following steps:

“The first thing to do is find out where the radar sensor is,” which sounds easy enough until you realize there’s no industry standardization for this, and that sensor location will vary by manufacturer. “Sometimes it will be behind the emblem, or slightly offset from the emblem, and sometimes it’s on the lower portion of the grille, and sometimes, as is the case with the Ford F-150, it’s offset much lower to one side or the other,” Dominato observed.

Next, apply the same “12x12” principle to the winch bumper as you would with a plastic fascia, with the aim of being as precise as possible in your measurements. “The OE manufacturers do not allow any sanding, filling, primer, welding or repair work at all within that radar projection area,” Dominato emphasized. “So if plastic welding and Bondo aren’t allowed within that radar area, imagine what happens when you place a piece of metal in front of it. It’s going to cause a ton of interference.”

Metal objects that protrude a distance from the vehicle, such as a brush guard or winch bumper, present their own set of challenges, and designers and installers need to take the sensors’ operating angles into consideration when R&D’ing exterior bolt-ons so as to minimize sensor interference.

Calibration Resources

Once the part has been manufactured and installed, the ADAS needs to be retested and, if necessary, recalibrated. For most aftermarket companies and many smaller shops, the first key to adopting in-house calibration protocols is to identify how many vehicles you are working with at any given time. “If you’re not working with that many vehicles, from a business perspective it makes more sense to sublet the work,” Dominato advised. “That way, you don’t need to make the investments in time, money and training to learn these new systems.” And even if you intend to work extensively on a broad variety of ADAS-equipped vehicles, Dominato suggests farming out at least some of the work at the beginning in order to take “baby steps before we start running.”

Equipment considerations are also important. For nearly all domestic makes, Dominato explained, camera and radar recalibration can be achieved simply by the use of a professional-grade scan tool. No other tools or equipment are generally needed, and in many cases, a simple plumb bob or bubble level will suffice as supplemental resources. Asian makes require more specialized equipment, though in most cases it is not prohibitively expensive. Nissan, for example, offers its camera calibration equipment for free and its radar equipment for roughly $5,000; Toyota’s special service tools are slightly less expensive.

“But whatever equipment you have,” Dominato concluded, “the most important piece to have is a subscription to OEM service information, whether that’s the actual OE tech info sites or a third-party source such as Alldata or SUN Collision.”

SEMA News—October 2022

INDUSTRY NEWS

Study: Global ADAS Market Project to Reach $57 Billion by 2030

Advanced driver-assist systems (ADAS) will be a strong market sector for the remainder of the decade, with a forecasted CAGR of 18% annually through 2030.

A recent study published by Straits Research forecasts a huge upsurge in demand for advanced driver-assist systems (ADAS) through the remainder of the decade. Currently valued at $12.7 billion, the global ADAS market is expected to surpass $57 billion by 2030, with a compound annual growth rate (CAGR) of more than 18%, as originally reported by Aftermarket News. Increases in consumer demand combined with more disposable income, greater adoption by OE manufacturers and more stringent government mandates were all cited as contributing factors.

Among the three major regions cited in the study—North America, Europe and Asia-Pacific—North America has the biggest global market share, with 37.1% in 2021, though the Asia-Pacific region is expected to grow at a more rapid rate over the course of the decade. This is due in part to the fact that the region is home to a number of Tier-1 suppliers of ADAS components for OE manufacturers with assembly facilities in the region, most notably GM and Volkswagen Group.

Other factors cited as contributing to the expansion of the ADAS market included increased levels of urbanization and increases in traffic accidents. More than 1.3 million people are killed in vehicle accidents each year, and ADAS can help reduce the frequency and severity of road accidents and increase safety levels for motorists and pedestrians alike.

Exhibitors: Take Advantage of Free Product Entry at SEMA Show New Products Showcase

The New Products Showcase is an essential stop for Show attendees looking for the latest developments in specialty-equipment trends and technology.

Exhibiting at the SEMA Show and entering at least one product in the New Products Showcase puts your latest products in front of thousands of qualified buyers from every segment of the specialty-equipment industry. The best part: the first product you enter is free.

Entry Fees:

• The first product entered in one category in the New Products Showcase is FREE!
• Additional $75 per product category before October 7.
• After October 7, the cost is $150 per entry.
• No refunds provided after October 7.
• Entries submitted on-site will be accepted on a space availability basis.

The New Products Showcase is considered by many media and buyers to be the No. 1 destination to discover what’s new at the SEMA Show. Even if a product does not qualify as “new,” exhibitors are able to enter it as a featured product and still attract eyeballs to the item. All submissions are also professionally photographed in a mock studio on a white seamless background. The photos are shared and used by media in SEMA Show coverage and are also available to exhibitors to use for marketing purposes. For more information on New Products Showcase display guidelines, visit www.SEMAShow.com/esm.

Truck Hero Rebrands, Now to be Known as RealTruck

Now rebranded as RealTruck, the Truck Hero organization employs more than 5,000 people in more than 35 locations across North America.

RealTruck, the online retailer of aftermarket truck parts and accessories, will become the new name of the Truck Hero organization, effective immediately.

RealTruck.com has operated as Truck Hero’s e-commerce arm and consumer brand since 2015. As truck owners’ preferences and purchase patterns evolve, the name change reinforces the company’s commitment to grow consumer awareness and interest in the truck accessories category and to continue to deliver exceptional value and experiences to consumers. This, in turn, will benefit the company’s dealer and installer partners.

“When we started the company nearly 20 years ago, we were a small manufacturer of truck-bed covers with approximately 180 employees,” said Bill Reminder, founder and CEO. “Over the years, we grew Truck Hero into one of the most respected names in the aftermarket industry with more than 5,000 employees and 35 locations across North America. Our journey and success continue today as RealTruck. This important and exciting milestone supports our long-term growth strategy, ongoing commitment to product innovation, and alignment with the way consumers now learn about and purchase their truck, Jeep and off-road accessories.”

Free Parking Available to SEMA Show Attendees at Select Las Vegas Hotels

SEMA Show attendees can take advantage of free parking at select hotels by booking through the SEMA Show Block.

Driving to the SEMA Show this year? Show exhibitors and attendees preparing for the 2022 SEMA Show can lock in the guaranteed lowest hotel rate now by booking in the SEMA Show block and can take advantage of free parking at a number of participating hotel casinos. This can result in a considerable cost savings since parking is scarce (and expensive) during Show Week.

The following hotels all offer free parking for attendees who book through the SEMA Show Block.

• Cosmopolitan of Las Vegas ($269/night)
• Downtown Grand Las Vegas ($125.50/night)
• Encore ($265/night)
• Golden Nugget Las Vegas Hotel & Casino ($138/night)
• Hilton Grand Vacations Club Flamingo ($282/night)
• Hilton Grand Vacations Club Paradise ($281/night)
• OYO Hotel and Casino Las Vegas ($130/night)
• Palace Station ($115/night)
• Sahara ($225/night)
• The Stratosphere ($139/night)
• Tropicana ($105/night)
• Westin ($223/night)
• Wynn ($265/night)

The SEMA Show also provides shuttle service to and from the Show for the hotels listed that are not within walking distance to the Las Vegas Convention Center.

There are more than 45 hotels available in the block. For more information on the hotels listed, visit www.SEMAShow.com.

SEMA announces the finalists for its first-ever SEMA Automotive Influencer of the Year award. The new program recognizes content creators and social-media influencers who have significantly supported and helped build enthusiasm for the automotive industry and car culture. The new award will be presented to one of the top-five finalists at the 2022 SEMA Show Industry Awards Banquet to honor an influencer who has built an engaged audience and used his or her platform to positively impact car enthusiasts of all ages.

The five finalists for the 2022 SEMA Automotive Influencer of the Year award are Larry Chen, ChrisFix, TJ Hunt, Adam LZ and Alex Taylor.

The award is a result of the rise of content creators’ and social-media influencers’ impact on the industry. Finalists for the award were selected based on their presence and influence across social-media channels, including YouTube, Instagram, Facebook, TikTok and more. The SEMA Industry Awards Banquet will host the finalists and recognize their impact on growing the $50.9 billion automotive specialty-equipment industry.

“These influencers and creators have built up a tremendous voice to help promote, shape and protect the automotive industry,” said SEMA Chairman of the Board James Lawrence. “Each of them has the ability to share their stories and connect with their fans in a personal and impactful way. They also generate tons of excitement and enthusiasm for the automotive industry. They are a big part of being an automotive enthusiast today, and it’s time we recognize them for their contributions.”

Fueled by the SEMA Show’s energy and passion, influencers will head to Las Vegas during the first week of November to connect with manufacturers and builders, learn about new products, witness vehicle unveilings and attend industry gatherings while sharing their experiences for the world to see.

“Automotive influencers embody the passion that makes being a car person so special,” continued Lawrence. “The content they create is a great representation of what car culture is all about.”

The SEMA Automotive Influencer of the Year award winner will be announced at the newly revamped SEMA Industry Awards Banquet on Thursday, November 3. The banquet, which is the annual celebration of the specialty-equipment industry, will also provide the backdrop for the presentation of other industry awards, including SEMA Person of the Year and SEMA Gen-III Innovator of the Year.

By Ashley Reyes

With the worldwide automotive industry gathered in Las Vegas for the 2022 SEMA Show, attending the annual trade show is the best time to meet other professionals and build connections. SEMA council and network activities are ideal for connecting with others in similar market segments and niches. Showgoers can now reserve their attendance for the following events:

With the worldwide automotive industry gathered in Las Vegas for the 2022 SEMA Show, attending the annual trade show is the best time to meet other professionals and build connections.

Automotive Restoration Market Organization (ARMO)

ARMO/HRIA Vehicle Unveilings, November 1, at 11:00 a.m., Central Hall, Booth #23295

ARMO Industry Reception, November 2, at 5:30 p.m., Westgate, Pavilions 1–3

This social event is highly anticipated among Showgoers in the restoration market and includes an awards ceremony recognizing individuals and companies whose work has made a significant impact on the restoration industry.

SEMA Emerging Trends & Technology Network (ETTN)

ETTN Tech ‘N’ Toast, November 3, at 8:00 a.m., Upper North Hall N235

This energized networking breakfast features open discussion on ideas and concerns related to automotive technology.

ETTN Lunch ‘N’ Learn, November 3, at 12:30 p.m., Upper North Hall N235

This event features presentations on battery design basics; material technology, surface finishes and measuring equipment; SEMA Garage Detroit resources and opportunities to discuss and learn about the latest automotive technology trends.

Future Leaders Network (FLN)

FLN Reception, November 1, at 5:30 p.m., Top of Renaissance Parking Garage

This event will bring together young professionals to celebrate the strides they are making in the automotive aftermarket. An awards ceremony will take place to honor top members along with a car show highlighting local and member vehicles.

FLN General Membership Meeting Breakfast, November 2, at 8:00 a.m., West Hall W238

FLN members and prospective members will grow and expand their network, connect with the council's select committee and learn the many ways FLN can assist them and their businesses.

Hot Rod Industry Alliance (HRIA)

HRIA Reception, November 2, at 5:15 p.m., Westgate, Pavilions 1–3

This event will bring together colleagues, leaders and enthusiasts to celebrate their passion for the hot-rod customization hobby. An awards ceremony will take place to honor top individuals and companies.

Professional Restylers Organization (PRO)

PRO Cup Challenge, November 1-4, Show hours, PRO Booth – West Hall #50185

See the seven PRO Cup Challenge vehicle builds.

PRO Reception, November 1, at 5:00 p.m., West Hall 3rd Floor Terrace

This event will bring together colleagues, leaders and enthusiasts to celebrate their passion for new-vehicle accessorization. An awards ceremony will also take place to honor top individuals and companies.

PRO Booth Happy Hour, November 2, at 4:00 p.m., West Hall PRO Booth #50185

Network with automotive restyling professionals during the SEMA Show PRO Booth Happy Hour. This fun event will include the PRO Cup Challenge winner announcements.

Lunch With the PROs, November 3, at 11:30 a.m., West Hall 219

Restyling businesses will connect with one another and learn about the benefits available to council members. Discussion topics include the current state of the industry and roadblocks in the restyling industry.

SEMA Businesswomen’s Network (SBN)

SBN All Female Build Reveal, November 1, at 12:30 p.m., West Hall Booth #57061

SBN Gear-Up Girl Networking Event, November 2, at 4:30 p.m., West Hall W210 Entry Way

Reserved only for women, the event serves as a networking opportunity for professionals to give back and share advice with today’s female youth.  

SBN Reception, November 2, at 5:30 p.m., West Hall 210 Entry Way

This event will celebrate the strides women are making in the automotive aftermarket. Attendees will connect with the SBN select committee and learn about resources and how to get involved.

Truck & Off-Road Alliance (TORA)

TORA Feature Vehicle Trail, November 1-4, Show hours, Outside walkway between West Hall and North Hall

TORA Happy Hour, November 1, at 4:00 p.m., West Hall Members Lounge, Fueled by TORA

Wind down from a busy day on the SEMA Show floor and network with friends and colleagues in the truck and off-road industry, connect through open conversation, and learn about TORA's programs and resources. TORA Best Light Truck New Product and Best Off-Road New Product to be announced.

TORA Industry Reception, November 2, at 5:00 p.m., West Hall 3rd Floor Terrace

This event will bring together colleagues, leaders and enthusiasts to celebrate their passion for truck and off-road aftermarket. An awards ceremony will also take place to honor top individuals and companies. Pinewood Drag races will take place in partnership with SEMA Cares.

Wheel & Tire Council (WTC)

WTC Reception, November 1, at 5:00 p.m., Lower South Members Lounge, Driven by WTC, Booth #48179

This event will bring together colleagues, leaders and enthusiasts to celebrate their passion for the custom wheel and tire industry.

WTC Coffee & Conversation, November 2–3, at 8:00 a.m., Inside Lower South – Entrance to Global Tire Expo

Wheel and tire members and exhibitors are invited to stop by and network with one another and learn what is new and exciting this year with the industry and WTC.

WTC Happy Hour, November 2, at 5:00 p.m., Lower South Members Lounge, Driven by WTC, Booth #48179

Wind down from a busy day on the SEMA Show floor and network with other wheel and tire council members, connect through open conversation, and learn about WTC’s programs and resources.

Don’t miss out on great networking—RSVP now for SEMA Show council and network events.

By Ashley Reyes

As part of the 2022 SEMA Show, the Truck & Off-Road Alliance (TORA) Feature Vehicle Program will shine a spotlight on 10 vehicles that showcase diversity, trends and opportunities available in the truck and off-road market. Situated this year in a new location (outside walkway between West and North Halls), the area referred to as “TORA Feature Vehicle Trail” is a must-see attraction for all Showgoers.

Located on the outside walkway between the West and North Halls, the area referred to as “TORA Feature Vehicle Trail” is a must-see attraction for all Showgoers.

Check it out to see the following modified vehicles in key market categories:

Category: Overland
Baja Designs: ’14 Lexus GX 460

Category: Side-by-Side
Thumper Fab, ’22 Can-Am Defender

Category: CUV/Crossover
BERG Performance Inc, ’08 Porsche Cayenne Turbo

Category: EV
Trulers, ’75 Volkswagen Sand Rail

Category: Off-Road
Proffitts, ’86 Toyota Land Cruiser  

Category: SUV
Quadratec, ’22 Jeep Wrangler

Category: Off-Road
Baja Designs, ’22 Jeep Wrangler

Category: Lifted Truck
CDT Automotive, ‘21 Ford F-450

Category: Off-Road
Western Automotive, ’21 Jeep Wrangler JL

Category: Overland
Nisstec Lifts, ’22 Nissan Frontier

“As industry trends evolve, it’s important for TORA to reflect and showcase all current and future opportunities available,” said TORA Council Director Denise Waddingham. “The diverse array of vehicles will inspire and educate SEMA Showgoers to the unlimited possibilities.”

Visitors at the TORA Feature Vehicle Trail are invited to vote for their favorite vehicle for the TORA Feature Vehicle Best in Show Award. The winner will be announced during the TORA Industry Reception, November 2, at 5:00 p.m. in West Hall 3rd Floor Terrace.

By Ashley Reyes

Natasha Salem is the SEMA Future Leaders Network’s (FLN) newest spotlight member. Salem is the business development manager at Tucker Albin & Associates—a commercial debt collection agency.

Get to know Salem in her interview with SEMA below:

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

Natasha Salem: The best advice I have ever received is to be passionate and believe in what I do.

SEMA: What keeps you in the industry?

NS: I stay in this industry because I get to help others everyday.   

SEMA: Where can you be found on a Saturday?

NS: On any given Saturday you can find me either hiking or rock climbing in the San Juan Mountains. In the winter, I could be found on the ski slopes or ice climbing frozen waterfalls.

SEMA: How do you prepare for an important meeting?

NS: Research! I always take time to research who am meeting with. Researching the company and what they do will help me understand their needs.

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

NS: Elon Musk. He is always creating new efficient innovations in the auto industry and changing how the world gets around.  

Fill out an FLN member spotlight form. Selected candidates may be featured on FLN's social media, SEMA News and FLN-member updates.

By Ashley Reyes

The SEMA Automotive Restoration Market Organization (ARMO) named Jake Carr as this week’s council spotlight volunteer. Carr is the shipping manager at two aftermarket retailers representing restoration and restyling components: Camaro Central and Firebird Central.

Learn more about Carr, who was nominated to be spotlighted by his supervisor below:

Q: Tell us about Jake and his career at Camaro and Firebird Central.

A: Jake Carr has been employed at Camaro and at Firebird Central for more than seven years. He has been promoted within the company to the shipping manager. His main duties encompass all outgoing shipments: Ground, LTL and International. He supervises the shipping department staff and helps in any other areas when needed. He came from a culinary background, but has always loved cars. Now that he’s working in the industry, he has become quite the enthusiast. Jake currently has a 4th-Gen convertible Firebird that is absolutely beautiful.

Q: How long has Jake been volunteering for ARMO?

A: Jake has been involved in the volunteering side of our industry almost since the first day he started with us. Jake participates in the ARMO Hot Product Showcase and at mixers at the Carlisle Spring Show. He attended the ARMO Banquet and Open Meeting Breakfast at the SEMA Show in 2018. When the Take a Kid to a Car Show program was live and running, Jake would submit pictures for car shows he attended. He spends time with other staff members and encourages them to get involved with SEMA, especially ARMO and the Future Leaders Network (FLN).

Q: If you could say one thing about Jake and his contributions to the company, what would it be?

A: As Jake’s supervisor, I wish he would have joined our team sooner! Our shipping department has become top-notch and Jake played a huge role getting us there.

Q: How does Jake show his passion for this industry?

A: Jake focuses on making sure the parts that are being sent arrive to customers in perfect shape. He knows that the part might be the one thing holding up a project and can help get a long-awaited project on the road. Shipping parts can make dreams come true all over the world.

Q: Do you know what Jake’s dream vehicle might be?

A: I often hear Jake talking about a 3^rd-Gen ’87 Pontiac GTA. He’d look amazing driving one!

Q: On a Saturday, where do you think you would find Jake?

A: Jake is an avid musician. He literally can play anything. If you ever been to Cruisin’ the Coast Car Show in Biloxi, Mississippi, you might have heard him jamming the saxophone! I’ve attended other shows with him where he’s brought along a bass guitar, a drum machine or some kind of electrical flute. I’m sure he’s jamming out somewhere during the weekends!

Q: Has Jake ever mentioned any challenges that he’s concerned about for the restoration industry?

A: Getting the youth involved in our industry is huge for Jake.

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

AACF Celebrates 30th Anniversary Charity Golf Tournament

The annual Automotive Aftermarket Charitable Foundation (AACF) Bob Schoeberl Memorial Golf Tournament will celebrate its 30th anniversary this year and return to Spanish Trail Country Club during AAPEX/SEMA Industry week in Las Vegas.

AACF Golf Committee Chairman Jeff Helfrich stated, “we’ll have many of the same events that folks have come to enjoy. Our Sunday night cocktail reception has become a ‘Who’s Who of the Automotive Aftermarket,’ and it’s exciting in today’s environment to be able to network face-to-face again. In our 30 years of playing the event, we’ve yet to have a participant make a hole in one to win a car. This year, it could happen as every participant will have two chances again at winning a car on the course. Besides all the great raffle prizes we have each golfer will get some very special gifts commemorating our 30th anniversary.”

AACF Board President Larry Magee said, “You can have a great time, mingle with many of the companies and individuals important to our industry all while enjoying one of the area’s top and most beautiful golf courses. But most importantly, you are helping the AACF’s mission to provide assistance to our fellow members of the automotive aftermarket that need help during a catastrophic time in their life.”

The charity golf tournament is scheduled for October 31. Interested companies can still sponsor the event and there are golf foursomes still available. For more information or to get involved, contact Executive Director Joel Ayres at joel@aftermarketcharity.org.

Power Automedia Announces Electrified Publication

With electric vehicles (EVs) becoming increasingly popular, Power Automedia has announced the launch of Electrified. The new publication is dedicated to covering all things electric vehicles, from bleeding-edge news and reviews to e-mobility advice and tips for consumers. Electrified will explore a range of topics in electro mobility, commercial transport, personal-assistance vehicles, commuting solutions and everything in between. This broad focus is in response to the increasing global interest in EVs, as well as the need for a publication that can provide comprehensive coverage of the EV landscape. Electrified will provide an immersive digital experience that will include a newsletter, videos and social-media content served up daily.

LKQ Corp. Announces New Leadership Appointments

LKQ Corp. has announced new leadership appointments. Varun Laroyia, formerly executive vice president and CFO, has been appointed as CEO and managing director of LKQ Europe. He succeeds Arnd Franz, who has joined MAHLE as CEO. Prior to joining LKQ in 2017, Laroyia served in various roles at CBRE’s Global Workplace Solutions (GWS) business, Gateway, General Electric and KPMG in Europe and North America.

In addition, Rick Galloway has been appointed as LKQ’s senior vice president and CFO. He was formerly the CFO for LKQ’s Wholesale division, first joining in 2019. Prior, he held various positions with Alcoa Corp., including CFO of its engineered products and solutions division. 

Dale Earnhardt Jr. Announces Senior Executive Changes

Dale Earnhardt Jr. has announced a series of executive-level promotions, the most significant being Kelley Earnhardt Miller’s appointment to the CEO role. Earnhardt Miller will oversee all Dale Jr. companies, including the Dale Jr. brand, JR Motorsports, Dirty Mo Media, DEJ Management and The Dale Jr. Foundation.

Already the backbone of the entire Dale Jr. enterprise, Earnhardt Miller has managed the career of her NASCAR Hall-of-Fame brother since 2001 and built JR Motorsports into a multi-championship-winning organization with more than 100 victories, company officials stated. In addition, she is the recipient of sports business achievements, including Charlotte Business Journal’s Top 25 Women in Business honor, the Lyn St. James Foundation’s Opportunity Award and Sports Business Journal’s Game Changers. Earnhardt Miller also recently authored the book Drive: 9 Lessons to Win in Business and in Life.

In addition, the following appointments have been announced:

• Mike Davis has been named president and executive producer of Dirty Mo Media.
• Tony Mayhoff will expand his responsibilities to lead management of the Dale Jr. brand as vice president, strategy and development, for DEJ Management.
• Longtime motorsports licenser and marketer Joe Mattes has been promoted to senior vice president, business and strategy, for JR Motorsports.
• L.W. Miller has been named Senior Vice President of Motorsports. He will continue to direct JRM’s competition department as he has done since 2011.

EGR USA Announces Promotion, New Hire

EGR USA has promoted Tommy Lamb to the position of digital sales and content manager. Hired by EGR in 2016 as a customer service manager, Lamb has more than 20 years’ experience in the automotive aftermarket. As a sales manager, he worked to develop EGR sales via e-commerce and retail, exceeding the company’s sales targets year-over-year. He also has contributed to the marketing, pricing and exposure of EGR truck accessories to B2B and B2C audiences. In his new capacity, Lamb will be more directly focused on ecommerce and digital content to build EGR product awareness, help refine EGR data and manage EGR’s UMAP policy to enhance customer sales.

In related news, EGR USA has announced the addition of Pat Johnson as the company’s national sales director. Johnson is a passionate Jeep and off-road enthusiast with more than 20 years of sales experience, according to EGR. Prior to joining EGR, Johnson served as director of business development for AAMP Global/Stinger Off-Road, where he was responsible for launching the Stinger Off-Road brand online and building a B2B distribution network. Previously, he served as national sales manager/key account manager for Truck Hero in the Jeep & Off-Road division.

BorgWarner Appoints Sailaja Shankar to Board of Directors

BorgWarner announced recently that Sailaja Shankar has been named to its board of directors. Shankar is the senior vice president and general manager of the Cisco Security Business Group, where she is responsible for the company's global security business. Prior to joining Cisco, Shankar served as senior vice president of engineering, enterprise at McAfee, where she was responsible for its security and threat defense solutions across endpoint, extended detection and response, data center security and cloud native application protection.  

Have some company news you would like to share? Let us know and the news may appear in an upcoming issue of SEMA News. Send your items for consideration to editors@sema.org.