SEMA News—September 2012

BUSINESS
By Jon Wyly

The SEMA Data Cooperative

An Industry Solution for Data Independence

As the SEMA Data Cooperative (SDC) gets up and running, its officers are getting a lot of questions and comments from participants, curious observers and skeptics. They range from those who are currently active in managing their data to folks who are just realizing that product data management is fast becoming a requirement to do business in today’s marketplace.

In this installment of an ongoing series concerning the SDC, we will address a few of the most commonly asked questions to clear away some of the fog surrounding this important, game-changing effort. As always, we are happy to talk one on one with anyone interested in learning more about the SDC and are available through the contact information shown at the end of this article.

Q: I’m a supplier who wants to take control of my product data, but we don’t know where to start. How can the SDC help us get on the right path?

A: The SDC is as much about education and training as it is about actually managing data. Our fulltime help desk is dedicated to teaching the process from whatever level the customer needs, beginning with an introductory session to identify the current state of your data. Then we walk you through a process to gather key data points from your existing systems and create a standards-compliant version to build on. This process will require some time investment on your part but will lead to a lifetime of benefits as you take ownership of this critical business element.

Q: I am already having my data managed through a third-party provider. Why do I need the SDC?

	Our help desk will work with that individual to gather your data in whatever format you have (even a simple spreadsheet).

A: An important part of the SDC is the data repository where all data is stored. Our goal is to create a centralized place for all industry data to securely reside, providing a one-stop resource for receivers [customers] of all kinds. We are already establishing valuable receiver relationships, and we will provide unlimited data exports in standard PIES/ACES formats or custom exports specific to the receiver’s needs, with only a small annual membership fee. This repository relieves you of the need to create and export data in countless formats and enables you to manage who gets your data though a custom online interface. We welcome data feeds from your third-party service, provided they meet SDC requirements for completeness and pass our validation tests.

Q: I like what I am seeing in the beta phase. What is it going to cost once the production system goes live?

A: As a non-profit association, SEMA is ideally suited to provide quality education, the latest technology and expert services at the lowest possible cost. Therefore, we are anticipating a total cost to suppliers for all on-boarding, data validation, secure storage and unlimited data exports to range from $300–$600 per month, depending on the amount of storage space required. This will enable all companies—regardless of size—to benefit from the most state-of-the-art data facility and services while taking control and complete ownership of this valuable business asset.

Q: I don’t have a data expert on staff and know nothing about ACES and PIES. How will I be able to manage these complex data standards?

A: A data expert is not required with the SDC, but you will likely find that you will want to assign responsibility for your data files to a trusted employee as you engage with the Co-op. Our help desk will work with that individual to gather your data in whatever format you have (even a simple spreadsheet), and we will use our tools to begin the process of making your data compliant with the standards. As we identify missing or inaccurate data, we will work with your contact to fill in the blanks, correct errors and prepare your new standards-compliant data for export to your customers.

As of this writing, the SEMA Data Cooperative has more than 90 leading companies engaged in the beta phase and is on target to show a working model of the production system at the SEMA Show in Las Vegas, with January as the target launch date for the full production facility.

For more information about the SDC or how to join, visit www.SEMAdatacoop.org or call 888-958-6698.

SEMA News—September 2012

BUSINESS
By Jon Wyly

The SEMA Data Cooperative

An Industry Solution for Data Independence

As the SEMA Data Cooperative (SDC) gets up and running, its officers are getting a lot of questions and comments from participants, curious observers and skeptics. They range from those who are currently active in managing their data to folks who are just realizing that product data management is fast becoming a requirement to do business in today’s marketplace.

In this installment of an ongoing series concerning the SDC, we will address a few of the most commonly asked questions to clear away some of the fog surrounding this important, game-changing effort. As always, we are happy to talk one on one with anyone interested in learning more about the SDC and are available through the contact information shown at the end of this article.

Q: I’m a supplier who wants to take control of my product data, but we don’t know where to start. How can the SDC help us get on the right path?

A: The SDC is as much about education and training as it is about actually managing data. Our fulltime help desk is dedicated to teaching the process from whatever level the customer needs, beginning with an introductory session to identify the current state of your data. Then we walk you through a process to gather key data points from your existing systems and create a standards-compliant version to build on. This process will require some time investment on your part but will lead to a lifetime of benefits as you take ownership of this critical business element.

Q: I am already having my data managed through a third-party provider. Why do I need the SDC?

	Our help desk will work with that individual to gather your data in whatever format you have (even a simple spreadsheet).

A: An important part of the SDC is the data repository where all data is stored. Our goal is to create a centralized place for all industry data to securely reside, providing a one-stop resource for receivers [customers] of all kinds. We are already establishing valuable receiver relationships, and we will provide unlimited data exports in standard PIES/ACES formats or custom exports specific to the receiver’s needs, with only a small annual membership fee. This repository relieves you of the need to create and export data in countless formats and enables you to manage who gets your data though a custom online interface. We welcome data feeds from your third-party service, provided they meet SDC requirements for completeness and pass our validation tests.

Q: I like what I am seeing in the beta phase. What is it going to cost once the production system goes live?

A: As a non-profit association, SEMA is ideally suited to provide quality education, the latest technology and expert services at the lowest possible cost. Therefore, we are anticipating a total cost to suppliers for all on-boarding, data validation, secure storage and unlimited data exports to range from $300–$600 per month, depending on the amount of storage space required. This will enable all companies—regardless of size—to benefit from the most state-of-the-art data facility and services while taking control and complete ownership of this valuable business asset.

Q: I don’t have a data expert on staff and know nothing about ACES and PIES. How will I be able to manage these complex data standards?

A: A data expert is not required with the SDC, but you will likely find that you will want to assign responsibility for your data files to a trusted employee as you engage with the Co-op. Our help desk will work with that individual to gather your data in whatever format you have (even a simple spreadsheet), and we will use our tools to begin the process of making your data compliant with the standards. As we identify missing or inaccurate data, we will work with your contact to fill in the blanks, correct errors and prepare your new standards-compliant data for export to your customers.

As of this writing, the SEMA Data Cooperative has more than 90 leading companies engaged in the beta phase and is on target to show a working model of the production system at the SEMA Show in Las Vegas, with January as the target launch date for the full production facility.

For more information about the SDC or how to join, visit www.SEMAdatacoop.org or call 888-958-6698.

SEMA News—September 2012

BUSINESS
By Jon Wyly

The SEMA Data Cooperative

An Industry Solution for Data Independence

As the SEMA Data Cooperative (SDC) gets up and running, its officers are getting a lot of questions and comments from participants, curious observers and skeptics. They range from those who are currently active in managing their data to folks who are just realizing that product data management is fast becoming a requirement to do business in today’s marketplace.

In this installment of an ongoing series concerning the SDC, we will address a few of the most commonly asked questions to clear away some of the fog surrounding this important, game-changing effort. As always, we are happy to talk one on one with anyone interested in learning more about the SDC and are available through the contact information shown at the end of this article.

Q: I’m a supplier who wants to take control of my product data, but we don’t know where to start. How can the SDC help us get on the right path?

A: The SDC is as much about education and training as it is about actually managing data. Our fulltime help desk is dedicated to teaching the process from whatever level the customer needs, beginning with an introductory session to identify the current state of your data. Then we walk you through a process to gather key data points from your existing systems and create a standards-compliant version to build on. This process will require some time investment on your part but will lead to a lifetime of benefits as you take ownership of this critical business element.

Q: I am already having my data managed through a third-party provider. Why do I need the SDC?

	Our help desk will work with that individual to gather your data in whatever format you have (even a simple spreadsheet).

A: An important part of the SDC is the data repository where all data is stored. Our goal is to create a centralized place for all industry data to securely reside, providing a one-stop resource for receivers [customers] of all kinds. We are already establishing valuable receiver relationships, and we will provide unlimited data exports in standard PIES/ACES formats or custom exports specific to the receiver’s needs, with only a small annual membership fee. This repository relieves you of the need to create and export data in countless formats and enables you to manage who gets your data though a custom online interface. We welcome data feeds from your third-party service, provided they meet SDC requirements for completeness and pass our validation tests.

Q: I like what I am seeing in the beta phase. What is it going to cost once the production system goes live?

A: As a non-profit association, SEMA is ideally suited to provide quality education, the latest technology and expert services at the lowest possible cost. Therefore, we are anticipating a total cost to suppliers for all on-boarding, data validation, secure storage and unlimited data exports to range from $300–$600 per month, depending on the amount of storage space required. This will enable all companies—regardless of size—to benefit from the most state-of-the-art data facility and services while taking control and complete ownership of this valuable business asset.

Q: I don’t have a data expert on staff and know nothing about ACES and PIES. How will I be able to manage these complex data standards?

A: A data expert is not required with the SDC, but you will likely find that you will want to assign responsibility for your data files to a trusted employee as you engage with the Co-op. Our help desk will work with that individual to gather your data in whatever format you have (even a simple spreadsheet), and we will use our tools to begin the process of making your data compliant with the standards. As we identify missing or inaccurate data, we will work with your contact to fill in the blanks, correct errors and prepare your new standards-compliant data for export to your customers.

As of this writing, the SEMA Data Cooperative has more than 90 leading companies engaged in the beta phase and is on target to show a working model of the production system at the SEMA Show in Las Vegas, with January as the target launch date for the full production facility.

For more information about the SDC or how to join, visit www.SEMAdatacoop.org or call 888-958-6698.

SEMA News—September 2012

BUSINESS
By Jon Wyly

The SEMA Data Cooperative

An Industry Solution for Data Independence

As the SEMA Data Cooperative (SDC) gets up and running, its officers are getting a lot of questions and comments from participants, curious observers and skeptics. They range from those who are currently active in managing their data to folks who are just realizing that product data management is fast becoming a requirement to do business in today’s marketplace.

In this installment of an ongoing series concerning the SDC, we will address a few of the most commonly asked questions to clear away some of the fog surrounding this important, game-changing effort. As always, we are happy to talk one on one with anyone interested in learning more about the SDC and are available through the contact information shown at the end of this article.

Q: I’m a supplier who wants to take control of my product data, but we don’t know where to start. How can the SDC help us get on the right path?

A: The SDC is as much about education and training as it is about actually managing data. Our fulltime help desk is dedicated to teaching the process from whatever level the customer needs, beginning with an introductory session to identify the current state of your data. Then we walk you through a process to gather key data points from your existing systems and create a standards-compliant version to build on. This process will require some time investment on your part but will lead to a lifetime of benefits as you take ownership of this critical business element.

Q: I am already having my data managed through a third-party provider. Why do I need the SDC?

	Our help desk will work with that individual to gather your data in whatever format you have (even a simple spreadsheet).

A: An important part of the SDC is the data repository where all data is stored. Our goal is to create a centralized place for all industry data to securely reside, providing a one-stop resource for receivers [customers] of all kinds. We are already establishing valuable receiver relationships, and we will provide unlimited data exports in standard PIES/ACES formats or custom exports specific to the receiver’s needs, with only a small annual membership fee. This repository relieves you of the need to create and export data in countless formats and enables you to manage who gets your data though a custom online interface. We welcome data feeds from your third-party service, provided they meet SDC requirements for completeness and pass our validation tests.

Q: I like what I am seeing in the beta phase. What is it going to cost once the production system goes live?

A: As a non-profit association, SEMA is ideally suited to provide quality education, the latest technology and expert services at the lowest possible cost. Therefore, we are anticipating a total cost to suppliers for all on-boarding, data validation, secure storage and unlimited data exports to range from $300–$600 per month, depending on the amount of storage space required. This will enable all companies—regardless of size—to benefit from the most state-of-the-art data facility and services while taking control and complete ownership of this valuable business asset.

Q: I don’t have a data expert on staff and know nothing about ACES and PIES. How will I be able to manage these complex data standards?

A: A data expert is not required with the SDC, but you will likely find that you will want to assign responsibility for your data files to a trusted employee as you engage with the Co-op. Our help desk will work with that individual to gather your data in whatever format you have (even a simple spreadsheet), and we will use our tools to begin the process of making your data compliant with the standards. As we identify missing or inaccurate data, we will work with your contact to fill in the blanks, correct errors and prepare your new standards-compliant data for export to your customers.

As of this writing, the SEMA Data Cooperative has more than 90 leading companies engaged in the beta phase and is on target to show a working model of the production system at the SEMA Show in Las Vegas, with January as the target launch date for the full production facility.

For more information about the SDC or how to join, visit www.SEMAdatacoop.org or call 888-958-6698.

SEMA News—September 2012

BUSINESS
By Jon Wyly

The SEMA Data Cooperative

An Industry Solution for Data Independence

As the SEMA Data Cooperative (SDC) gets up and running, its officers are getting a lot of questions and comments from participants, curious observers and skeptics. They range from those who are currently active in managing their data to folks who are just realizing that product data management is fast becoming a requirement to do business in today’s marketplace.

In this installment of an ongoing series concerning the SDC, we will address a few of the most commonly asked questions to clear away some of the fog surrounding this important, game-changing effort. As always, we are happy to talk one on one with anyone interested in learning more about the SDC and are available through the contact information shown at the end of this article.

Q: I’m a supplier who wants to take control of my product data, but we don’t know where to start. How can the SDC help us get on the right path?

A: The SDC is as much about education and training as it is about actually managing data. Our fulltime help desk is dedicated to teaching the process from whatever level the customer needs, beginning with an introductory session to identify the current state of your data. Then we walk you through a process to gather key data points from your existing systems and create a standards-compliant version to build on. This process will require some time investment on your part but will lead to a lifetime of benefits as you take ownership of this critical business element.

Q: I am already having my data managed through a third-party provider. Why do I need the SDC?

	Our help desk will work with that individual to gather your data in whatever format you have (even a simple spreadsheet).

A: An important part of the SDC is the data repository where all data is stored. Our goal is to create a centralized place for all industry data to securely reside, providing a one-stop resource for receivers [customers] of all kinds. We are already establishing valuable receiver relationships, and we will provide unlimited data exports in standard PIES/ACES formats or custom exports specific to the receiver’s needs, with only a small annual membership fee. This repository relieves you of the need to create and export data in countless formats and enables you to manage who gets your data though a custom online interface. We welcome data feeds from your third-party service, provided they meet SDC requirements for completeness and pass our validation tests.

Q: I like what I am seeing in the beta phase. What is it going to cost once the production system goes live?

A: As a non-profit association, SEMA is ideally suited to provide quality education, the latest technology and expert services at the lowest possible cost. Therefore, we are anticipating a total cost to suppliers for all on-boarding, data validation, secure storage and unlimited data exports to range from $300–$600 per month, depending on the amount of storage space required. This will enable all companies—regardless of size—to benefit from the most state-of-the-art data facility and services while taking control and complete ownership of this valuable business asset.

Q: I don’t have a data expert on staff and know nothing about ACES and PIES. How will I be able to manage these complex data standards?

A: A data expert is not required with the SDC, but you will likely find that you will want to assign responsibility for your data files to a trusted employee as you engage with the Co-op. Our help desk will work with that individual to gather your data in whatever format you have (even a simple spreadsheet), and we will use our tools to begin the process of making your data compliant with the standards. As we identify missing or inaccurate data, we will work with your contact to fill in the blanks, correct errors and prepare your new standards-compliant data for export to your customers.

As of this writing, the SEMA Data Cooperative has more than 90 leading companies engaged in the beta phase and is on target to show a working model of the production system at the SEMA Show in Las Vegas, with January as the target launch date for the full production facility.

For more information about the SDC or how to join, visit www.SEMAdatacoop.org or call 888-958-6698.

SEMA News—September 2012

BUSINESS
By Jon Wyly

The SEMA Data Cooperative

An Industry Solution for Data Independence

As the SEMA Data Cooperative (SDC) gets up and running, its officers are getting a lot of questions and comments from participants, curious observers and skeptics. They range from those who are currently active in managing their data to folks who are just realizing that product data management is fast becoming a requirement to do business in today’s marketplace.

In this installment of an ongoing series concerning the SDC, we will address a few of the most commonly asked questions to clear away some of the fog surrounding this important, game-changing effort. As always, we are happy to talk one on one with anyone interested in learning more about the SDC and are available through the contact information shown at the end of this article.

Q: I’m a supplier who wants to take control of my product data, but we don’t know where to start. How can the SDC help us get on the right path?

A: The SDC is as much about education and training as it is about actually managing data. Our fulltime help desk is dedicated to teaching the process from whatever level the customer needs, beginning with an introductory session to identify the current state of your data. Then we walk you through a process to gather key data points from your existing systems and create a standards-compliant version to build on. This process will require some time investment on your part but will lead to a lifetime of benefits as you take ownership of this critical business element.

Q: I am already having my data managed through a third-party provider. Why do I need the SDC?

	Our help desk will work with that individual to gather your data in whatever format you have (even a simple spreadsheet).

A: An important part of the SDC is the data repository where all data is stored. Our goal is to create a centralized place for all industry data to securely reside, providing a one-stop resource for receivers [customers] of all kinds. We are already establishing valuable receiver relationships, and we will provide unlimited data exports in standard PIES/ACES formats or custom exports specific to the receiver’s needs, with only a small annual membership fee. This repository relieves you of the need to create and export data in countless formats and enables you to manage who gets your data though a custom online interface. We welcome data feeds from your third-party service, provided they meet SDC requirements for completeness and pass our validation tests.

Q: I like what I am seeing in the beta phase. What is it going to cost once the production system goes live?

A: As a non-profit association, SEMA is ideally suited to provide quality education, the latest technology and expert services at the lowest possible cost. Therefore, we are anticipating a total cost to suppliers for all on-boarding, data validation, secure storage and unlimited data exports to range from $300–$600 per month, depending on the amount of storage space required. This will enable all companies—regardless of size—to benefit from the most state-of-the-art data facility and services while taking control and complete ownership of this valuable business asset.

Q: I don’t have a data expert on staff and know nothing about ACES and PIES. How will I be able to manage these complex data standards?

A: A data expert is not required with the SDC, but you will likely find that you will want to assign responsibility for your data files to a trusted employee as you engage with the Co-op. Our help desk will work with that individual to gather your data in whatever format you have (even a simple spreadsheet), and we will use our tools to begin the process of making your data compliant with the standards. As we identify missing or inaccurate data, we will work with your contact to fill in the blanks, correct errors and prepare your new standards-compliant data for export to your customers.

As of this writing, the SEMA Data Cooperative has more than 90 leading companies engaged in the beta phase and is on target to show a working model of the production system at the SEMA Show in Las Vegas, with January as the target launch date for the full production facility.

For more information about the SDC or how to join, visit www.SEMAdatacoop.org or call 888-958-6698.

SEMA News—September 2012

CHRIS KERSTING

Our Migration to the Future

SEMA will soon be celebrating its 50th year and, like many 50-year-olds, we are taking stock. We’re asking, “How will the association stay relevant and help SEMA members in the coming decades?”

Within the automotive specialty-equipment arena, we see the rising generations moving into a range of market segments, seeing new opportunities, using different tools and communicating in different ways. SEMA is taking action to help younger individuals and companies find clear pathways to tap into the association and its seasoned members and to build productive business relationships, just as it did for prior generations.

One channel for this activity is the highly successful outreach program of the Young Executives Network (YEN). Just this month, YEN membership topped 1,000, making it the largest group of its kind and our largest council by far.

YEN undertakes a range of programs to introduce industry members to the benefits of involvement with the association. An example is YEN’s recently launched “Scholarship-to-SEMA-Show,” a program allowing 10 qualifying YEN members a “scholarship” to attend and participate in a range of Show opportunities. Recipients are those who would otherwise not have the opportunity to attend and gain exposure to the products, learning and networking that are the tremendous opportunities at the Show.

Backing up the YEN efforts are other initiatives to identify and integrate younger leaders. Starting on p. 24 of this issue, SEMA News premieres an annual piece to spotlight contributions being made by industry participants age 35 or under. While interacting with this group of up-and-comers, we learned how they see the industry’s future, the opportunities they perceive and their reactions to the challenges we all face. For example, this group is already comfortable with the ongoing marketing shift to mobile devices. Many use smartphones, tablets and their associated apps as primary business tools. Almost all mentioned the need to stay abreast of digital media and social media as those technologies evolve.

Some of our efforts are not new but evolving. The SEMA forefathers long ago established a scholarship fund to help train young people interested in careers in the automotive field. Today a committee of dedicated volunteers is working to tweak and tune the scholarship program to be in sync with the current environment. Thanks to efforts from industry sponsors and volunteers, the SEMA Memorial Scholarship Fund awarded $130,000 to 69 scholarship recipients plus $15,000 in loan forgiveness this past year alone. In all, $1.5 million has gone to 1,000 deserving students since the fund was started in 1984.

SEMA also gladly supports mentoring programs such as Hot Rodders of Tomorrow to help foster a culture that inspires future industry superstars. Meanwhile, the SEMA Show Student Program introduces those with automotive inclinations to the annual SEMA Show—and the leaders who have made careers from their passion for cars and trucks. The students gain a sense of the size and diversity of the specialty parts industry and come away with a network of business contacts and potential future employers.

We hope you find this month’s profiles of under-35 industry standouts enjoyable. And have no doubt that SEMA will continue to make it a priority to connect with the younger generation, because our industry needs their enthusiasm, their fearless determination and their unique insights as we move through this decade…and the next.

—Chris Kersting, SEMA President and CEO

SEMA News—September 2012

CHRIS KERSTING

Our Migration to the Future

SEMA will soon be celebrating its 50th year and, like many 50-year-olds, we are taking stock. We’re asking, “How will the association stay relevant and help SEMA members in the coming decades?”

Within the automotive specialty-equipment arena, we see the rising generations moving into a range of market segments, seeing new opportunities, using different tools and communicating in different ways. SEMA is taking action to help younger individuals and companies find clear pathways to tap into the association and its seasoned members and to build productive business relationships, just as it did for prior generations.

One channel for this activity is the highly successful outreach program of the Young Executives Network (YEN). Just this month, YEN membership topped 1,000, making it the largest group of its kind and our largest council by far.

YEN undertakes a range of programs to introduce industry members to the benefits of involvement with the association. An example is YEN’s recently launched “Scholarship-to-SEMA-Show,” a program allowing 10 qualifying YEN members a “scholarship” to attend and participate in a range of Show opportunities. Recipients are those who would otherwise not have the opportunity to attend and gain exposure to the products, learning and networking that are the tremendous opportunities at the Show.

Backing up the YEN efforts are other initiatives to identify and integrate younger leaders. Starting on p. 24 of this issue, SEMA News premieres an annual piece to spotlight contributions being made by industry participants age 35 or under. While interacting with this group of up-and-comers, we learned how they see the industry’s future, the opportunities they perceive and their reactions to the challenges we all face. For example, this group is already comfortable with the ongoing marketing shift to mobile devices. Many use smartphones, tablets and their associated apps as primary business tools. Almost all mentioned the need to stay abreast of digital media and social media as those technologies evolve.

Some of our efforts are not new but evolving. The SEMA forefathers long ago established a scholarship fund to help train young people interested in careers in the automotive field. Today a committee of dedicated volunteers is working to tweak and tune the scholarship program to be in sync with the current environment. Thanks to efforts from industry sponsors and volunteers, the SEMA Memorial Scholarship Fund awarded $130,000 to 69 scholarship recipients plus $15,000 in loan forgiveness this past year alone. In all, $1.5 million has gone to 1,000 deserving students since the fund was started in 1984.

SEMA also gladly supports mentoring programs such as Hot Rodders of Tomorrow to help foster a culture that inspires future industry superstars. Meanwhile, the SEMA Show Student Program introduces those with automotive inclinations to the annual SEMA Show—and the leaders who have made careers from their passion for cars and trucks. The students gain a sense of the size and diversity of the specialty parts industry and come away with a network of business contacts and potential future employers.

We hope you find this month’s profiles of under-35 industry standouts enjoyable. And have no doubt that SEMA will continue to make it a priority to connect with the younger generation, because our industry needs their enthusiasm, their fearless determination and their unique insights as we move through this decade…and the next.

—Chris Kersting, SEMA President and CEO

SEMA News—September 2012

CHRIS KERSTING

Our Migration to the Future

SEMA will soon be celebrating its 50th year and, like many 50-year-olds, we are taking stock. We’re asking, “How will the association stay relevant and help SEMA members in the coming decades?”

Within the automotive specialty-equipment arena, we see the rising generations moving into a range of market segments, seeing new opportunities, using different tools and communicating in different ways. SEMA is taking action to help younger individuals and companies find clear pathways to tap into the association and its seasoned members and to build productive business relationships, just as it did for prior generations.

One channel for this activity is the highly successful outreach program of the Young Executives Network (YEN). Just this month, YEN membership topped 1,000, making it the largest group of its kind and our largest council by far.

YEN undertakes a range of programs to introduce industry members to the benefits of involvement with the association. An example is YEN’s recently launched “Scholarship-to-SEMA-Show,” a program allowing 10 qualifying YEN members a “scholarship” to attend and participate in a range of Show opportunities. Recipients are those who would otherwise not have the opportunity to attend and gain exposure to the products, learning and networking that are the tremendous opportunities at the Show.

Backing up the YEN efforts are other initiatives to identify and integrate younger leaders. Starting on p. 24 of this issue, SEMA News premieres an annual piece to spotlight contributions being made by industry participants age 35 or under. While interacting with this group of up-and-comers, we learned how they see the industry’s future, the opportunities they perceive and their reactions to the challenges we all face. For example, this group is already comfortable with the ongoing marketing shift to mobile devices. Many use smartphones, tablets and their associated apps as primary business tools. Almost all mentioned the need to stay abreast of digital media and social media as those technologies evolve.

Some of our efforts are not new but evolving. The SEMA forefathers long ago established a scholarship fund to help train young people interested in careers in the automotive field. Today a committee of dedicated volunteers is working to tweak and tune the scholarship program to be in sync with the current environment. Thanks to efforts from industry sponsors and volunteers, the SEMA Memorial Scholarship Fund awarded $130,000 to 69 scholarship recipients plus $15,000 in loan forgiveness this past year alone. In all, $1.5 million has gone to 1,000 deserving students since the fund was started in 1984.

SEMA also gladly supports mentoring programs such as Hot Rodders of Tomorrow to help foster a culture that inspires future industry superstars. Meanwhile, the SEMA Show Student Program introduces those with automotive inclinations to the annual SEMA Show—and the leaders who have made careers from their passion for cars and trucks. The students gain a sense of the size and diversity of the specialty parts industry and come away with a network of business contacts and potential future employers.

We hope you find this month’s profiles of under-35 industry standouts enjoyable. And have no doubt that SEMA will continue to make it a priority to connect with the younger generation, because our industry needs their enthusiasm, their fearless determination and their unique insights as we move through this decade…and the next.

—Chris Kersting, SEMA President and CEO

SEMA News—September 2012

CHRIS KERSTING

Our Migration to the Future

SEMA will soon be celebrating its 50th year and, like many 50-year-olds, we are taking stock. We’re asking, “How will the association stay relevant and help SEMA members in the coming decades?”

Within the automotive specialty-equipment arena, we see the rising generations moving into a range of market segments, seeing new opportunities, using different tools and communicating in different ways. SEMA is taking action to help younger individuals and companies find clear pathways to tap into the association and its seasoned members and to build productive business relationships, just as it did for prior generations.

One channel for this activity is the highly successful outreach program of the Young Executives Network (YEN). Just this month, YEN membership topped 1,000, making it the largest group of its kind and our largest council by far.

YEN undertakes a range of programs to introduce industry members to the benefits of involvement with the association. An example is YEN’s recently launched “Scholarship-to-SEMA-Show,” a program allowing 10 qualifying YEN members a “scholarship” to attend and participate in a range of Show opportunities. Recipients are those who would otherwise not have the opportunity to attend and gain exposure to the products, learning and networking that are the tremendous opportunities at the Show.

Backing up the YEN efforts are other initiatives to identify and integrate younger leaders. Starting on p. 24 of this issue, SEMA News premieres an annual piece to spotlight contributions being made by industry participants age 35 or under. While interacting with this group of up-and-comers, we learned how they see the industry’s future, the opportunities they perceive and their reactions to the challenges we all face. For example, this group is already comfortable with the ongoing marketing shift to mobile devices. Many use smartphones, tablets and their associated apps as primary business tools. Almost all mentioned the need to stay abreast of digital media and social media as those technologies evolve.

Some of our efforts are not new but evolving. The SEMA forefathers long ago established a scholarship fund to help train young people interested in careers in the automotive field. Today a committee of dedicated volunteers is working to tweak and tune the scholarship program to be in sync with the current environment. Thanks to efforts from industry sponsors and volunteers, the SEMA Memorial Scholarship Fund awarded $130,000 to 69 scholarship recipients plus $15,000 in loan forgiveness this past year alone. In all, $1.5 million has gone to 1,000 deserving students since the fund was started in 1984.

SEMA also gladly supports mentoring programs such as Hot Rodders of Tomorrow to help foster a culture that inspires future industry superstars. Meanwhile, the SEMA Show Student Program introduces those with automotive inclinations to the annual SEMA Show—and the leaders who have made careers from their passion for cars and trucks. The students gain a sense of the size and diversity of the specialty parts industry and come away with a network of business contacts and potential future employers.

We hope you find this month’s profiles of under-35 industry standouts enjoyable. And have no doubt that SEMA will continue to make it a priority to connect with the younger generation, because our industry needs their enthusiasm, their fearless determination and their unique insights as we move through this decade…and the next.

—Chris Kersting, SEMA President and CEO