Getting youth involved in the automotive industry is a major strategic focus for SEMA. The association invests in the future of the automotive industry through programs such as the SEMA Scholarship Program, the SEMA High School Build Program, SEMA Young Guns, SEMA Show and PRI Trade Show Student Programs, and the SEMA Young Executives Network (YEN)—all of which help develop the industry’s next generation of leaders and innovators. The following are articles that have been recently written about SEMA’s dedicated efforts to encourage youth to be a part of the aftermarket industry.
Shop Owner
SEMA supports future industry innovators by providing scholarships to students pursuing careers in the automotive industry, and loan-forgiveness awards to employees of SEMA-member companies. Shop Owner ensures that its readers know when they can apply for financial assistance from the SEMA Scholarship Program.
In The Garage
The SEMA Young Guns program offers young builders the opportunity to earn a spot in the SEMA Battle of the Builders competition, held each year at the SEMA Show. Reporter Scotty Lachenauer did a feature on Brad Swaney’s ’71 Chevy C10, which won the overall 2019 SEMA Young Guns title.
The Shop
Each year, YEN presents the Young Executive of the Year Award to a young individual who has made a positive impact on the industry. In 2020, the group recognized AllPro Distributing CEO Thomas Harrell, who has led the company since 2018.
Heard on Social Media
“The SEMA Show Memorial Scholarship Fund awarded $307,000 to 106 individuals this year, including scholarships for current students and loan-forgiveness awards to employees of SEMA-member companies.”—Autobody News, via Facebook
“I was approached with the opportunity to be a part of the team to help judge the SEMA Battle of the Builders Young Guns Competition to determine the Top 10, and I couldn’t say no!”—“Riding With Alex Taylor,” via YouTube
“The SEMA Young Executives Network will host a Facebook Live chat featuring Chris Blair, executive VP and GM of World Wide Technology Raceway.”—Auto Care Week/The Greensheet, via Twitter
“Brad got this truck when he was 14. Built it, and took it to SEMA ’19—Won, Battle of the Builders, Young Guns!”—“C10 Talk,” via Facebook
SEMA eNews highlights new products from industry companies when available. To have your product considered for upcoming issues, send product press releases to editors@sema.org.
Setrab USA
Billet Remote Filtration and Oil Control Components
Setrab USA announced a new family of performance billet remote filtration and oil control components to complement Setrab ProLine Oil Coolers. The universalized components are designed with signature ProLine M22 ports for compatibility with the ever-expanding range of sūsa ProLine Adapter Fittings and Direct-port Hose Ends. The new billet parts offer plumbing solutions with an engineered balance between performance and flow, designed for maximum adaptability in sleek, minimal form factor.
New parts include:
Remote oil filter mounts for small, medium, and large format spin-on oil filters in 13/16-in.-16, 3/4-in.-16, M20, M22 thread.
Remote oil filter mounts with sūsa's unique built-in thermostatic oil valve for oil cooler by-pass control.
Remote in-line oil thermostat for oil cooler by-pass control.
Spin-on oil filter take-offs.
The new offerings join other recently developed sūsa ProLine billet sandwich plates, spacer plates, and more, to build out a category of components with an attention to detail and to the needs of both professional racers and spirited daily drivers alike.
MagnaFlow
Street Series Exhaust System Preorders for ’21+ Ford Bronco
As the first option announced in the developing product lineup for the full-size vehicle, the new MagnaFlow Street Series axle-back exhaust system provides owners of the ’21-plus Ford Bronco (2.3L and 2.7L) with an enhanced driving experience both on- and off-road. The system balances a moderate exterior sound with the comfort of a mild interior audio level, while black powdercoated 4-in. tips and the addition of a split-dual exit design upgrade the appearance.
The MagnaFlow Street Series axle-back performance exhaust system for the ’21+ Ford Bronco (2.3L and 2.7L) is now available for preorder, with shipping expected at the end of September. As with all MagnaFlow Street Series products, the system for the Bronco features CNC precision manufacturing and dyno-proven performance, while offering the confidence of quality stainless steel construction and a limited lifetime warranty.
The 5W Cyclone V2 LED light uses a multi-functional compact design delivering 600 lumens of LED output and is incredibly bright.
Originally designed for Off-Road Racers as an interior dome light, the Cyclone LED light has evolved into an all-purpose light for rock crawling, engine bays, wheelwells, truck beds, grilles, bumpers, and an infinite amount of lighting applications.
Holley released its new 350-LPH fuel pump modules with new complete applications ready for popular models. Holley Classic Trucks has GMT400 replacement fenders for ’88–’98 Chevrolet and GMC trucks.
The OE Style 350-LPH EFI Fuel Pump Modules are a direct replacement for factory fuel tanks. As a direct replacement for the factory pick-up and sending unit, there is no need to purchase a custom EFI fuel tank. You can even retain your factory fuel line. Simply connect the outlet of the pump module to the hard line on your vehicle with EFI-rated fuel hose and hose clamps available in the Earl’s Vapor Guard Line. Regulator and HydraMat filter are also available for purchase.
New vehicle applications include:
12-328 - ’85–’92 Chevrolet Camaro and Pontiac Firebird
12-329 - ’78–’88 GM G-Body
12-330 - ’85–’91 S-10/S-15 and Sonoma (short bed)
12-331 - ’92–’95 S-10 and Sonoma (short bed)
12-332 - ’73–’91 K5 Blazer/Jimmy (25-gallon tank)
12-333 - ’73–’91 K5 Blazer/Jimmy (31-gallon tank)
12-334 - ’89-’97 Ford Ranger (standard cab)
Wilwood Disc Brakes
C2 Corvette Tandem Master Cylinder
Wilwood’s Compact Tandem Master Cylinders have been re-engineered, with the correct pushrod length and clevis thread size, for direct mounting to the original-equipment pedal on all ’63–’67 C2 model Corvettes with manual brakes.
The master cylinders are offered in two bore sizes to provide the correct volume and pressure output to complement Wilwood big brake kits. They may also be used to upgrade ’63–’64 drum brake cars to the safety features of a tandem circuit. For ’65–’67 C2 Corvettes equipped with manual disc brakes, these new master cylinders will provide lower braking effort with a better pedal feel.
The master cylinders are available with either a media-burnished polished-look finish or a glossy black e-coat to complement personal preferences and style.
Permatex, a leading innovator in chemical technology for automotive maintenance and repair, and the innovator of Fast Orange, has unveiled the “freshest” scented Fast Orange hand cleaner to date. Fast Orange Xtreme Black Frost is a professional strength hand cleaner that features a new, invigorating scent that leaves hands with a “shower-fresh” fragrance, even after hours in the garage.
Infused with powerful odor neutralizers, Fast Orange Xtreme Black Frost works fast to eliminate gasoline, oil and other common odors, while its pumice formulation easily removes grease, grime, tar, adhesives, asphalt, carbon, epoxies, tile cement, paint, ink and more.
In addition to excellent cleaning and odor-removing power, Fast Orange Xtreme Black Frost also delivers advanced skin protection to keep hands from drying and chapping. The formula features premium skin conditioners, including aloe vera, glycerin, lanolin, vitamin E, and jojoba oil.
Permatex Fast Orange Xtreme Black Frost is available in a 7.5-oz. bottle (PN: 25308), and a one-gallon pump (PN: 25317).
Did the COVID-19 Pandemic Just Advance the Playbook?
By Mike Imlay
“Mecum On the Move” co-hosts Matt Avery (center) and
John Kraman (right) interview Ed Dedick, operations and
restorations manager for the American Muscle Car Museum.
Avery believes that partnering with podcasters can be an
effective and affordable strategy for brands in search of
authentic connections with social-media consumers.
In the early months of the pandemic, as state after state began to lock down, SEMA News examined the advantages that social-media content creators (aka “influencers”) could bring to enthusiast and consumer engagement. Our article entitled “The New Media Landscape” asked: “Can tapping social-media influencers promote business recovery?”
The answer, it turns out, was unequivocally yes.
Throughout the pandemic, industry content creators saw record traffic. Aftermarket businesses of all shapes and sizes amplified their voices, and well-timed social-media marketing initiatives helped fuel aftermarket growth, even as other American business sectors faltered. Now, with the economy reopening, SEMA News revisits the topic to explore how the past year’s experience has advanced the social-media marketing playbook.
By now, virtually everyone is familiar with the concept of “social-media influencers.” While the term has become a catchall for social-media personalities with large followings, many of them in the automotive realm wince at the title. Some prefer to be called “brand ambassadors,” but the safest description is probably “content producers.”
Whether through Instagram, YouTube, podcasting or other social-media platforms, they create regular photos, posts, videos and productions (typically around a single theme) intended to inform and entertain fellow enthusiasts. Most create that content in a freewheeling freelance environment, often first as a hobby that grows organically to such an extent that they eventually monetize it.
Authentic Messaging
“I think a couple of the big advantages that brands have working with social-media content creators and influencers is that they get a very genuine and authentic message delivered to an audience,” said Derek Drake, CEO of DriveShop, a Redmond, Washington-based marketing agency specializing in social-media channels.
According to Drake, there are other key benefits: Campaigns are highly scalable based on goals and budgets. Brands can easily target messaging to niche or broader audiences. What’s more, social-media content has a long lifespan, and brands can even repurpose content created by an influencer through the brand’s own social channels.
“All of that makes social-media marketing really effective,” Drake said. “It is a very affordable way for brands to get a high volume of content out about their products, their company and what they’re doing in the industry, instead of having to pay production companies, crews and agencies to produce all that content.”
During COVID-19’s onset in March 2020, DriveShop launched research into content creators, their engagement with followers, and their collaborations with sponsors and advertisers. The survey showed that roughly half of influencers had already increased their follower numbers, and a third of the influencers were posting more frequently to meet the growing demand for content. Most importantly, 52% saw a surge in follower engagement and interaction with what they posted, even while only 22% said that they were posting content specifically related to the pandemic.
If anything, the ensuing months proved the innate value of social-media marketing and further solidified the aftermarket’s relationship with content creators.
“There are definitely some broad-stroke changes that happened,” Drake observed. “I wouldn’t call them necessarily huge shifts in the way influencers, brands and audiences are working but more of an acceleration of the trends we were seeing before the pandemic.
“The volume of partnerships that are coming out of different initiatives and programs and campaigns is increasing quite a bit. We’re also seeing quite a lot of new brands that haven’t necessarily done influencer and social-media marketing before coming to the table and asking, ‘How do I get engaged with an influencer to help tell the story of my company or my brand or the story of the product I’m bringing to market?’ So we’ve definitely seen an increase in the engagement and participation of manufacturers and brands over the last six to nine months—especially in the aftermarket space.”
With in-person events resuming, watch for pent-up
enthusiasm for social-media content that reflects the rush of
live, up-close automotive excitement. Although a shift in
tone, the phenomenon will offer further opportunities for
brands to connect with influencers and their audiences.
Photo courtesy: Erik Cox Photography/Shutterstock.com
As Seen on YouTube
When SEMA News interviewed automotive YouTuber Rob Dahm in April 2020, his subscribers numbered close to 800,000. During the pandemic, that number grew to 893,000. Perhaps even more important, his channel’s average viewer watch time—a highly prized YouTube metric—dramatically increased.
“It’s been a grind but a consistent grind, and that’s a good thing,” he said of his work over the past year. “I think that the pandemic in many ways has solidified YouTube and online media as sources of information.”
Dahm’s video content includes build projects, product demonstrations, visits to garages and manufacturing facilities, and interviews with brand representatives. His latest vehicle project has been a four-rotor, all-wheel-drive Mazda RX-7, which he recently raced against a Subaru WRX STI driven by Travis Pastrana.
“I was racing an industry legend, and I almost beat him,” Dahm mused. “That was a testament to all of the different products and people that gave me advice. Some of the biggest names in the industry guided me. For me to run a tube-chassis car, not being an automotive engineer, and to competitively race a 1,400hp vehicle—that says something about the way the community comes together.”
That sense of community resonated with his subscribers, who turned to him for inspiration to tackle their own automotive projects during the lockdowns. Now that stay-at-home orders have diminished, his viewership is sticking with him.
“At this point, there are people who have started car projects,” he said. “As we all know, not all of them get finished, but they still make progress on them on average. So from a consumer standpoint, I definitely see interest levels up and more parts being purchased, and that’s not fading or going away. That’s a very exciting, positive part [of the last year]. There are a lot of people taking on more complex projects because either they have the time or it’s a source of happiness and escape for them.”
However, Dahm said that his subscribers are also expressing interest in live automotive gatherings as the nation reopens for business. To meet that growing demand, Dahm has begun presenting visits to private industry events staged in very controlled environments.
“People are just so ready to continue living their lives,” he said of his audience. “They want to see somebody doing something out there. The car world is definitely filled with a lot of very energetic people filled with that entrepreneurial spirit. People want to get out there even with [some degree of] risk to themselves. They just want to experience life and that rush. I mean, the whole point of automotive is the rush of the drive, which has taken a toll.”
That thirst for event-related content has also helped Dahm further solidify his relationships with industry brands and sponsors. Here, Dahm strives for authenticity. If he doesn’t personally believe in a brand or use its products, he won’t endorse them in his videos.
“I don’t go out looking for sponsors, and never once have I messaged companies asking for something. They message me,” he said. “In these relationships, I’m not looking for what they can give me. My job is focused on what’s interesting, on where the story is, because the more interesting the video and title are, that’s the benefit for me. There are many people out there whose stories I just love sharing. They’re interesting people, and their products are great, and they themselves are memorable.”
Still, Dahm said it’s impossible not to take note of the rising compensation rates he and many YouTubers are seeing, thanks to recent spikes in viewership.
“It’s a very interesting realm to be in, and I think it blows some people’s minds the amount of money being spent on YouTube,” he observed. “For a typical video, you’re talking about $4,000–$6,000 of [product compensation] or cash for a mention or sponsorship-type of role. For smaller companies, that’s a real eye-opener, understandably, and for them, it’s probably not worth it. But that’s what is being paid right now, and as that number has grown, the number of people willing to pay it has also grown.”
Suddenly finding lots of time on their hands, car enthusiasts
put their hands to work throughout the pandemic, often
turning to social- media content creators for inspiration, tips
and brand recommendations for their do-it-yourself projects.
Content consumption surged, and aftermarket sales did
likewise. Photo courtesy: Shutterstock.com
Podcasts and Pitches
Of course, when seeking to partner with content creators, there are many platform options, ranging from Instagram to Facebook to TikTok. Sometimes overlooked in the conversation is podcasting, which Mecum Auctions Executive Producer Matt Avery said can be an especially affordable channel for smaller brands.
Avery co-hosts the “Mecum On the Move” podcast along with Mecum Auctions Director of Company Relations John Kraman. Launched in the spring of 2020, the podcast covers Mecum Auctions news along with in-depth industry interviews touching a full range of performance and classic-car topics. It is considered one of the fastest-growing automotive podcasts in a progressively hot medium.
“When you have a marketing budget and you’re looking at the best use of your dollars, podcasting is very accessible,” Avery noted. “It can be a great way to reach a targeted audience.
“The nice thing about a podcast is that for great content, the sky is the limit in terms of who you can connect with, the brands that you can connect with, and the enthusiasm you can connect with. The technology is accessible. It’s not too hard to get set up with a platform to host, and it’s not too hard to get the gear to do it. The problem is being able to produce it regularly, because, really, that’s the way to dial in your audience.”
Which means that there are plenty of podcasters constantly on the lookout for interesting items and guests to highlight—and, therefore, highly receptive to company news items, new-product announcements and other inside scoops from brands. Additionally, brands often leverage podcasts through radio-like 30-sec. ad buys and segment or episode sponsorships. But Avery says an ideal way to engage is to offer a company spokesperson as a guest
expert on a topic of interest.
“The key as a brand is to remember that it is audio,” Avery said. “Unfortunately, audio can reveal a speaker’s flaws if you have someone who is unfamiliar with the platform or who doesn’t really understand it, and nothing will irritate a podcast host like a guest who rambles on.”
Like YouTube channels, podcasts have surged in popularity over the past year and are ubiquitous across a variety of platforms that include Apple Podcasts, Google Podcasts, Spotify and Stitcher, to name a few. Pitching a podcaster starts with an e-mail press release, which in today’s shifting media landscape has evolved into something more dynamic and interactive than in olden times.
“As a journalist and a podcaster, what I’m looking for in a press release is good information, good tech, but I also want high-resolution imagery,” Avery said. “To be innovative, you could include an audio message that’s recorded professionally or tee up a podcast soundbite to drop into the show.
“Audio files are small and very easy to attach. It’s no different from supplying B-roll of a brand-new vehicle or highlight photography. That way, you’re giving podcasters no excuse not to use that content.”
According to Avery, audio from a company owner or manager who explains a new product or commentary from the people who design, build or install it is podcast gold that will easily grab the attention of a host or a producer. If the image and audio attachments are too large for email, a link to an easily downloadable file is essential.
“Again, the more streamlined you make it, the better, so if you’re marketing a new product, event, or whatever you want to promote, make it turnkey,” he said.
Connecting With Influencers
While marketing through social-media influencers can seem pricey in some cases, it’s far from a Goliaths-only game. In fact, working with content creators is a great way for smaller companies to level the playing field and get their messages out. The crucial task is finding content creators who resonate with your brand and trusting them to deliver your message to their audiences in their own, authentic manner.
“A great way for a company to get started is to look within their own customer base,” Drake suggested. “Look to see who is using the product and has a presence on social media. Start to work with them and say, ‘Hey, can you give us some testimonials? Could we give you a new product to try?’ Those types of engagements—the genuine, authentic engagements that you have with existing customers—would be key.”
According to Drake, another step would be to simply search social-media channels for influencers who are creating content that aligns with your brand, products and interests. Engage them and make them customers first and then advocates for your brand.
“Now, I caveat that by saying that the brand doing this needs to have a presence on social media,” he said. “You have to be on Instagram, Twitter and Facebook so you can interact with people, but if you’ve got that, then I would start with your core customers.”
Meanwhile, aftermarket brands of all sizes are already benefiting from a pilot SEMA Social Media Correspondents program launched in partnership with DriveShop a few years ago. The initiative basically credentials influencers much like other media professionals at various SEMA events—notably the SEMA Show, the annual Motorsports Parts Manufacturers Council’s Media Trade Conference and, more recently, the SEMA360 online trade event. In exchange for that special access, influencers agree to generate exclusive social-media content that highlights SEMA-member companies and products.
“We initially launched the program a few years ago at the SEMA Show with the intent to create awareness and bring attention to our industry, member products, and the innovative ideas that are born out of the Show,” explained Ira Gabriel, SEMA vice president of marketing, public relations and communications. “The program has since grown to encompass more than 80 influencers on many different platforms from all around the country and representing different segments—truck, off-road, sport compacts, hot rods, racing and so forth. It’s oriented through the lens of young builder-influencers and what they experience through SEMA. We ask the influencers to focus on the products they discover and use, how they use them, and their enjoyment of the industry, because it’s all about trying to create awareness for association members.”
According to Gabriel, the initiative has been so successful that SEMA is at work on a next-phase program that will further offer SEMA members—including smaller brands—the chance to access influencers as a member benefit.
“Our emphasis is to keep brands and influencers connected, to foster a community, to showcase new products, to highlight innovation, and to really put forth our member companies and what they do and how they do it,” he said. “At the same time, content creators also get deeper exposure to our industry.”
At today’s SEMA Show Media Center, you’re likely to find
social-media influencers among the ranks of traditional media
professionals. It’s all part of a pilot SEMA Social Media
Correspondents program launched in partnership with
DriveShop. The goal: to connect influencers with industry
brands and products.
Primed for Growth
So having weathered a pandemic and come out thriving, what might the future hold for influencer marketing?
“I think one of the things that we’ve seen with social media, and especially in the aftermarket industry over the course of the pandemic, has been an incredible amount of support for different personalities and people within the industry at all levels,” Drake answered. “Young builders took the opportunity to get started and do their first builds, and professionals who have been in this industry for years turned to interactions on social media for inspiration and to support others.”
That interaction, Drake said, strengthened the genuine connections that have always been at the core of the aftermarket. In turn, those connections cemented the roles that social media and influencers will continue to play going forward.
“I think we’re going to see social consumption continue at a pretty high level,” Drake said. “We’ll also see a pent-up demand for people to get together at live, in-person events, particularly among aftermarket enthusiasts as things open up. We’re going to see an explosion of content around that. It will be, ‘Hey, let’s get together, let’s go here, let’s do this.”
SEMA Intensifies Advocacy Efforts at 2021 Virtual Washington Rally
By Eric Snyder
SEMA members advocated for Congress to pass the RPM Act
at the 2021 Washington Rally. The bipartisan bill will guarantee
the right to modify street cars, trucks and motorcycles into
dedicated race vehicles and ensure that the motorsports
industry can offer parts that enable racers to compete.
SEMA’s Washington Rally looked a lot different in 2021 than in years past. It marked the first time SEMA members met with their lawmakers and their staffs in Congress remotely rather than in person. While the goal was to have everyone come to Washington, restrictions on meetings in the U.S. Capitol complex made it impossible. Nevertheless, the virtual meetings were focused, beneficial, and helped to build support for top industry legislative priorities.
This year’s Washington Rally saw record participation from SEMA members as more than 70 industry professionals met with their U.S. Senators, representatives and congressional staff in June and July. The meetings proved to be an effective way to connect with Congress and ensure that lawmakers hear directly from their constituents. In this instance, the Rally was policy-centered, since there are more issues facing the industry than ever before, including the continued right to modify a vehicle, the Recognizing the Protection of Motorsports (RPM) Act, business tax incentives, off-road access, and the importance of the internal-combustion engine.
Enacting the RPM Act (H.R. 3281) into law took center stage at the Rally. The bipartisan bill will guarantee the right to modify street cars, trucks and motorcycles into dedicated race vehicles and ensure that the motorsports industry can offer parts that enable racers to compete. Rally meetings reinforced the outpouring of support for the bill this year—enthusiasts sent more than 1.4 million messages urging lawmakers to pass the bill. The RPM Act currently includes 77 co-sponsors, including several lawmakers who joined after meeting with SEMA-member business representatives and staff or because of the letters they received from their constituents in support of the bill.
The RPM Act was first introduced in 2016 after the U.S. Environmental Protection Agency (EPA) said that the 50-year-old Federal Clean Air Act gave the agency the authority to regulate race-car conversions and emissions-related racing parts. SEMA has led the fight to overturn this interpretation and confirm that it is legal for street vehicles to be converted into dedicated race cars and to sell parts of those cars.
Washington Rally participants talked to lawmakers about the
importance of being able to modify vehicles with ADAS, which
are active and passive safety performance technologies that
help to improve driving safety through features such as
electronic stability control, forward-collision warning, lane-
departure warning, advanced braking and adaptive cruise
control.
“We cannot let up on our efforts to push for the RPM Act,” said Daniel Ingber, SEMA vice president of government and legal affairs. “As the EPA attacks the motorsports industry, we must protect our right to modify vehicles. The RPM Act will clarify that it is legal to modify street vehicles into dedicated race cars and give the industry the assurance it needs to continue to legally compete.”
Lawmakers were also asked to co-sponsor the Hospitality and Commerce Job Recovery Act of 2021 (H.R. 1346/S. 477), which would provide tax credits to cover 50% of the expenses associated with exhibiting or attending a trade show or a business conference in the United States from 2022 through 2024. The legislation recognizes that ongoing assistance is still needed for the entertainment, travel and hospitality industries and convention centers—targeted relief not addressed during the pandemic.
Ensuring that enthusiasts can continue to customize and personalize their vehicles was an important topic. SEMA is focused on staying ahead of new technology, ensuring that specialty parts work seamlessly when installed on new vehicles. SEMA-member companies often need access to data when designing and producing products that are electronically installed or plugged into a vehicle.
While aftermarket businesses have relied on reverse engineering, Tech Transfer and other ways to supplement available service and repair information, technological advances should not prevent specialty auto products from meshing with vehicle hardware and software. For example, while cybersecurity is important to vehicle owners, automakers cannot use it as a pretext to lock down electronic control units and prevent vehicle modifications.
SEMA members talked to lawmakers about the importance of being able to modify vehicles with advanced driver-assistance systems (ADAS), which are active and passive safety performance technologies that assist drivers and automate vehicle systems. ADAS gather information and help to improve driving safety through features such as electronic stability control, forward-collision warning, lane-departure warning, advanced braking and adaptive cruise control.
Aftermarket parts must be interoperable with OE vehicle sensors that track speed, location and other conditions about the vehicle being driven. SEMA and industry partners are working to develop tests to confirm that ADAS features operate as intended when vehicles are modified (such as with lift kits, suspension upgrades, and larger tires and wheels). The association’s new SEMA Garage near Detroit will feature ADAS testing tools and equipment.
The virtual rally saw record participation from
SEMA members as more than 70 industry
professionals met with their U.S. Senators,
Representatives and congressional staff in June
and July. The video meetings proved to be an
effective way to connect with Congress and
ensure that lawmakers hear directly from their
constituents.
Protecting and expanding access for off-highway motorized recreation was another popular topic. SEMA members asked lawmakers to support and co-sponsor the Recreational Trails Full Funding Act of 2021 (H.R. 1864). The bill would require the Federal Highway Administration to estimate the amount of gas taxes paid by non-highway recreational users (ATVs, UTVs, snowmobiles, etc.).
Gas taxes paid by OHV users fund the Recreational Trails Program (RTP). It is estimated that OHV users pay more than $270 million each year in gas taxes, yet the RTP is currently funded at $84 million. The legislation would increase RTP funding to $250 million or the amount the Federal Highway Administration currently estimates OHV users are spending, whichever is higher.
SEMA members also spoke with federal lawmakers on a host of other issues, voicing support for increased federal investments in roads and bridges while raising concerns about electric-vehicle mandates. Additionally, SEMA members spoke about niche issues such as ensuring that Congress funds restoration of the Bonneville Salt Flats and the need for the National Highway Traffic Safety Administration to complete its replica-vehicle regulation so that small businesses can start producing completed vehicles that resemble the classics.
While SEMA looks forward to hosting the Washington Rally in person in 2022, there’s no reason to wait until then to engage your federal lawmakers. SEMA staff is available to schedule meetings with your lawmakers and invite them to tour your business or visit key industry events. Lobbying is a year-round activity, and it is crucial that we keep our issues in front of federal and state lawmakers.
Photography Courtesy: Bob D’Olivo, Petersen Publishing Company Archive
A lot was at stake when drag racers from around the country converged at the brand-new Indianapolis Raceway Park (IRP) for the NHRA’s seventh annual National Championship Drags in 1961. More than 900 competitors from some 40 states turned out to win races, set records, cement championships and build reputations during that humid Labor Day weekend.
A veritable who’s-who of the nation’s quickest and fastest was at IRP, including Mickey Thompson, Jack Chrisman, Dode Martin, George Montgomery, Joe Schubeck, Tommy Ivo, Joe Hrudka, K.S. Pittman and many, many more—including a young dragster pilot whose last name the editors at Hot Rod misspelled as McKewen.
To the winners went glory, trophies, a mention (and maybe even a picture) in Hot Rod as well as some substantial merchandise. Chrisman, whose season-long success made him a shoo-in for the Competition Car championship even prior to the Nats, won a new ’61 Thunderbird courtesy of George Hurst’s Hurst-Campbell Corporation. The Stock champion, Ron Morgan, won a ’61 Pontiac Catalina, also sponsored by Hurst-Campbell and prepped for racing by Royal Pontiac.
These 348hp Pontiac Trophy V8 engines, all fitted with Tri-Power induction, three-speed transmissions and Hurst shifters, were donated by Hurst and given to the event’s Eliminator winners: Top Eliminator Pete Robinson (“An unknown engineer from the deep South” who “successfully invaded the domain of the giants and conquered all who dared approach,” as Hot Rod’s LeRoi Smith described him); Middle Eliminator Walt Knoch Jr., who won driving his “Walt’s Puffer Too” Hemi-powered Model T roadster; Little Eliminator Willie Ragsdale and his ’61 Chevy-powered T named “Raunchy”; and Street Eliminator Junior Garrison and his Chevy-powered Willys. The fifth engine was not awarded, as Stock Eliminator winner Don Nicholson was disqualified during the post-race teardown “on several technical points.” Wrote Smith: “It’s either factory stock or it isn’t stock—period.”
In addition to his Top Eliminator win, Robinson set low e.t. of the meet at 8.68 seconds. Dode Martin’s “Two Thing” dragster set top speed of the meet at 177.87 mph. Though he was fast, Martin was beaten in AA/Dragster competition by the young Tom McEwen, who ran against Robinson in the AA/D final and lost at the top end.
Having weathered more than a year of global pandemic and with the 2021 SEMA Show now clearly on the horizon, I want to draw your attention to recent SEMA research that yields some clarity on how the industry has managed during the pandemic and what we can expect moving forward.
A great new research tool from the SEMA Market Research department, the Spring 2021 “State of the Industry Report” is a 63-page study that projects our long-term economic outlook. The forward-looking report makes use of outside data gathered from government, academic and auto industry sources, along with a survey of 1,939 individuals within the specialty-equipment industry.
The plan is to conduct this type of survey as often as twice a year. The SEMA research team is also offering monthly webinars to help provide updated perspectives during this fast-moving business climate.
The full report can be downloaded by visiting www.sema.org/research. The key findings portray a specialty-equipment industry that survived the pandemic better than many sectors of the economy—and good reason for optimism moving into 2022.
The study documents a business sector that, overall, has come through a historic period of disruption and has become stronger in many ways because of it. While there were some companies that suffered poor outcomes, many more saw increased sales. The overall industry growth curve has stayed close to its five-year trend. Many businesses reported success with online and social-media channels to shore up retail sales, and businesses of all types discovered new ways to engage their customers.
Looking ahead, a remarkable percentage of the SEMA companies surveyed expect their sales to grow significantly over the next year as the country moves from disruption to normalcy. Other companies report that there will be some digging out to do before their businesses fully recover.
This enthusiasm for the coming business year comes within the context of a positive overall economic outlook that projects strong growth for the larger economy. Rising consumer confidence, rebounding new-vehicle
production and healthy consumer spending levels are among the tailwinds supporting the anticipated recovery.
Although the overall outlook is favorable, the study notes that there are still some headwinds facing the economy. Supply constraints have affected our sector, and while many businesses reported plans to increase staffing in the next 12 months, it may take time to find the right people. Overall, the challenge will be to gear up to take advantage of strong consumer demand for products and shore up sources for parts and raw materials. The upcoming SEMA Show will provide an excellent occasion to address both opportunities and challenges—and the industry is showing eagerness to reconnect.
The SEMA Show management team is seeing registration trends outpacing those of normal years. Exhibitors are making plans to use the New Products Showcase to display a bumper crop of products developed over the past 18 months, and many exhibitors have taken advantage of the opportunity to expand their booths.
Attendees can expect the annual Monday-night Reveal party and Thursday-night Industry Awards Banquet to return bigger and brighter than ever, and the annual SEMA Ignited after-party will once again cap the week. Anchoring the value offerings, the 2021 educational lineup includes expert speakers who will provide perspectives on how the business environment has changed and tactics for capturing current opportunities. And newly completed convention center facilities will ease congestion and provide a fresh experience for all.
If you haven’t finalized your plans to attend the 2021 SEMA Show, now is the time to visit www.SEMAShow.com, check out the floorplan, and set yourself up to take advantage in an accelerating business landscape.
European Union Sets New Online Sales Requirements for Overseas Suppliers
By Linda Spencer
The Import-One-Stop-Shop (IOSS) is designed specifically
for the sale of “low-value” goods (not exceeding €150) from
outside the EU to buyers inside the EU. If the value of your
goods is higher than that, then you should follow other
traditional Import VAT rules. Photo courtesy: Shutterstock
U.S. suppliers selling over the internet to European consumers need to comply with new regulations regarding the collection, reporting and payment of value-added taxes (VAT). Starting July 2021, sellers located outside the European Union (EU) and shipping orders to consumers located in any of the 27 EU states are required to collect and pay VAT taxes through a new platform known as the Import-One-Stop-Shop (IOSS). These new requirements cover all individual sales of up to €150 (approximately $178 USD) but do not include sales overseas suppliers make through third-party platforms such as Amazon. The following are frequently asked questions regarding requirements for overseas suppliers.
Q: I understand that there are two registration platforms. Should I register for the IOSS or the One-Stop-Shop (OSS)?
A: The IOSS is designed for companies located outside the EU selling to European customers. The OSS is designed for companies based in the EU selling goods to customers in other EU countries.
Q: Can I continue to send European consumers orders for up €22 (approximately $26 USD) VAT-free?
A: No. The VAT exemption for imported goods valued up to €22 has ended. Under the new regulations, vendors are required to collect and pay VAT tax on all sales to consumers valued under €150.
Q: I sell my products exclusively on platforms such as eBay and Amazon. Do I need to register for the IOSS and pay VAT taxes?
A: No. The registration requirement is only for those selling their products directly to European consumers. The third-party market platforms are the ones required to collect and handle the VAT tax rather than the individual sellers.
Q: I sell directly to European consumers, but the items are much more expensive than the €150 noted in the new regulations. Am I affected?
A: This scheme is specifically for the sale of “low-value” goods (not exceeding €150) from outside the EU to buyers inside the EU. If the value of your goods is higher than that, then you should follow the traditional import VAT rules.
Q: Will I need to register for the IOSS in each European country in which I sell, since each has different VAT rates?
A: No, you apply for the IOSS in one country. You are required to collect the correct VAT for each sale depending on the European country in which the consumer is located, but all reporting and payment is done from this one IOSS account. The European Commission website and the websites of national tax administrations provide the VAT tax for each country. If your company does not have an EU-registered entity and is not based in the EU, you will need to appoint a locally established intermediary to handle the registration process.
Q: What are the reporting requirements?
A: IOSS registrants are required to report sales/VAT tax monthly and pay the tax due on a quarterly basis. Suppliers are required to maintain VAT records for 10 years.
Q: What are the situations in which I do not need to fill an IOSS entry?
A sale valued more than €150. These goods will be taxed at importation.
A sale to a European consumer not living in one of the 27 EU countries. For example, the United Kingdom, Norway, Switzerland and Iceland are not members of the EU and thus sales into those countries are not included in the new IOSS requirements. These non-EU countries may have their own so-called low-value VAT schemes. For example, the United Kingdom has just this year instituted a system requiring companies register and pay VAT on all e-commerce sales more than £135 (about $186 USD).
If you sell to a tax-registered business.
If the sale of goods is facilitated through an electronic marketplace into the EU, the platform is considered to have made the sale and is liable for the payment of VAT.
Building a pre-Show list of leads is a proven time-
management tool for the Show. It helps attendees prioritize
conversations with the first-time exhibitors while innovations
can lead to business growth.
First-time exhibitors are often of special interest to SEMA Show attendees because they bring never-before-seen products and services to the industry. In fact, first-time exhibitors are great sources of innovation and the latest product-line opportunities for installers, jobbers and retailers. They can even introduce attendees to potential crossover markets.
As of June, more than 200 first-time exhibitors were already on the SEMA Show floorpan. That data is offered here to assist attendees in building a prioritized list of leads, which will help them make the most of their time at the Show.
The following list is organized by Show category for easy research. While these listings are accurate as of press time, the full up-to-date exhibitor roster that resides online at www.semashow.com/floorplan will always provide the most current status of all exhibitors.
Now is also the time to secure Show credentials and book hotel rooms. Registration is open at www.semashow.com/register. Approved domestic buyers who register online prior to October 12 will pay the lowest price of $40 and will have their badges mailed to them before the Show, thus avoiding lines on-site. Hotel deals can be found at www.semashow.com/travel courtesy of OnPeak, the SEMA Show’s official housing partner.
The Ins and Outs of ADAS—and How SEMA Can Help Members Master the Technology
By Douglas McColloch
The new 45,000-sq.-ft. SEMA Garage Detroit facility, slated to open
in the first quarter of 2022, will feature 5,000 sq. ft. of dedicated floor
space for ADAS testing and calibration, with two ADAS technicians on
staff to assist member companies with product R&D.
The proliferation of advanced driver-assistance systems (ADAS) on OE vehicles since the turn of the 21st century has posed numerous challenges to the automotive industry. That has been especially true for the automotive aftermarket, where modification and customization are the coin of the realm. Even the slightest modification to any ADAS-equipped vehicle—a new layer of window film or a freshly painted bumper, for example—can potentially affect an ADAS system’s ability to function as intended by the manufacturer. Further complicating matters is the lack of any standardized industry protocols regarding sourcing, positioning and calibrating these systems. The learning curve can seem steep indeed to an aftermarket manufacturer looking to R&D new products to integrate with ADAS sensors or a repair shop tasked with installing them.
The first of a recent three-part SEMA Virtual Education webinar, “ADAS Technologies: Real-World Systems and Trends,” was aimed at demystifying ADAS by shedding some light on what can seem at first to be an impenetrable subject. Moderated by SEMA Vice President of OE Relations Mike Spagnola, the webinar provided an overview of ADAS while offering some expert service and repair tips from a pair of industry experts. (Future issues of SEMA News will feature coverage of subsequent webinars in the series, which will include subjects ranging from aftermarket product development to detailed testing and calibration procedures.)
The bigger the vehicle, the greater the amount of floor space that’s
needed for 360-degree camera and sensor testing. Large trucks and
SUVs in particular can require as much as 2,500 sq. ft. or more of
level flooring. Photo courtesy: Dmitry Dven/Shutterstock.com
Benefits and Drawbacks
Brian Daugherty, chief technology officer for the Motor and Equipment Manufacturers Association, restated the basic need for ADAS systems by starting with the surprising fact that vehicle fatalities actually rose 7% over the previous year in 2020, while the number of vehicle miles traveled declined by double that percentage. Accidents involving motorcycles and pedestrians were both up, and “as the roads were less crowded,” Daugherty concluded, “people were doing things that were less safe and taking more risks.” While ADAS is not a foolproof technology, one of its most important benefits, Daugherty explained, is to help protect motorists from their own worst impulses, and the need for such proactive systems was never more apparent than during the pandemic.
In addition to helping reduce vehicular fatalities, ADAS can also provide cost-saving benefits to motorists by reducing the overall number of collisions and repair expenses, Daugherty noted. They also provide an environmental benefit by optimizing a vehicle’s on-road performance, which can improve mileage and reduce emissions.
At present, Daugherty mentioned, more than 80 million vehicles on the road are equipped with at least one OE ADAS feature, and that number is certain to grow exponentially in the coming years as the technology becomes less costly and more widespread across the spectrum of vehicle platforms and as more older pre-ADAS vehicles are retired from service. While posing potential obstacles to the aftermarket, ADAS also presents opportunities to companies that can grasp the technology and leverage it to their advantage by launching products and services that can integrate with the systems most seamlessly.
As with any emerging technology, ADAS also comes with its share of challenges. Performing basic installations and calibrations can be complex and time-consuming. There are also numerous OE suppliers of sensors and systems, each with its own installation protocols and no standardized nomenclatures.
“You can also have several different suppliers for one vehicle model, with totally different calibration sequences for each one,” Daugherty said.
Keeping track of the steady flow of software updates can also be daunting. Additionally, simple static testing and calibration requires a significant amount of level floor space—as much as 2,500 sq. ft. by some estimates. How many fully equipped collision and repair facilities have that much level and uncluttered space? Because of that issue, the calibration process can be “cheated,” i.e., by positioning a target too close to a sensor due to constraints on floor space.
“What we are left with is a crazy patchwork of hundreds of different procedures for both repairing and calibrating these systems on all the vehicles that are on the market,” Daugherty concluded.
How SEMA Can Help
To better help member companies understand and work with ADAS, the association’s new state-of-the-industry SEMA Garage facility, located in metro Detroit and slated to open in the first quarter of 2022, will incorporate a 5,000-sq.-ft. shop space that’s set aside exclusively for ADAS testing. Two dedicated ADAS engineers will be on staff, and two static on-site calibration centers will employ both OE and aftermarket tools and equipment.
Additionally, SEMA will purchase 20 new vehicles in the coming year to use as test beds in both stock and modified configurations (e.g., lifted or lowered). Test procedures will be both static and dynamic—the latter to be done off-site in cooperation with Detroit-area test tracks. The overarching goal is to assist industry partners in better understanding the ins and outs of ADAS calibration, particularly on modified vehicles.
“The SEMA Garage Detroit facility opens new doors and opportunities,” Spagnola said in a recent interview with SEMA News. “We will be able to take our current offerings to a whole new level by making the services accessible to new members, incorporating new technology, and collaborating with key partners in the area.”
Spagnola provided an example of SEMA’s prospective ADAS test methodology.
“Starting with a ’22 Ram truck, for instance, we’ll lift it a couple of inches and install a set of 35-in. tires on it,” he said. “Then we’ll lift it 3 in. and then 4 in.
and go through all the iterations so we can better understand what happens with these vehicles’ ADAS sensors when the vehicles are modified. We really think this is a problem that the whole industry has to solve—particularly the collision-repair industry.” Spagnola added that SEMA will eventually use the knowledge gathered during testing to produce and issue a series of industry best practices for member companies.
Backup cameras, likewise, require a lot of uncluttered shop
space to test and calibrate successfully. With 5,000 sq. ft.
set aside for the task, the new SEMA Garage Detroit can
accommodate any modern-day OE production platform.
Basic Testing and Troubleshooting
Scott Brown, former president of the International Automotive Technicians Network and founder of Diagnostic Network, reviewed some of the issues related to ADAS calibration and testing. In the process, Brown offered a few suggestions for service techs looking to successfully integrate ADAS repairs into their existing businesses. Among his recommendations:
Access to both OE and aftermarket software and tools. “I’ve experienced both elements, where OEM software failed to execute the right commands, and I could grab the aftermarket tool and successfully control the calibration process,” Brown noted.
“The inverse is true as well. Sometimes, an aftermarket tool can’t communicate with a late-model car, but the OEM tool provides the right information.”
Having the proper tools for calibration. “This is dependent on what you’re actually servicing,” he said. “Typically, the domestic manufacturers don’t require a lot of static-type targets, but if you go into the Asian market, you find that a lot of static targets are required.”
That can also require a facility to have the needed space to accommodate the targets, which can be a logistical problem for smaller shops.
Access to the latest service information. “It needs to be the most current information, because this technology is always changing,” Brown advised.
Adequate floor space and lighting. Big vehicles, such as Ford pickups, require a lot of room for a full 360-degree camera calibration. The proper lighting is also essential, Brown insisted, because “when these cameras go into calibration mode, there are certain filters being applied to the cameras that put them into a ‘hypersensitive mode,’ and if the lighting isn’t correct and they’re looking for a high-contrast target, the camera might not be able to see the target.”
Brown said that this challenge also presents an opportunity for startup companies that can offer ADAS calibration and testing services for collision and repair facilities that lack the space and lighting for it.
The brains of a software programmer and the intuition of a service tech. This one is harder to quantify, but Brown provided a pair of examples. The first involved a ’16 Lexus that had been to a collision shop following an accident but, which according to the factory service documentation, did not require retesting or resetting of the vehicle’s front collision-avoidance camera. Brown test-drove the car, and while it seemed to ride and handle normally, he decided that it was better to be safe than sorry, so he put on his R&D cap and tested the camera back at his shop.
Surprisingly, it failed. Surveying the windshield, he noticed a thin film of grime on the inner glass (he suspected smoking or vaping as the cause). Once the grime was removed, the camera was retested, and it passed without difficulty.
The other example involved a low-mileage ’19 Honda Civic that had been purchased used and was demonstrating jerkiness in the steering that caused the vehicle to lurch uncontrollably to the left during straight-line driving and triggered numerous warning lights on the dash. The car had been brought in for service more than once without a successful resolution. The culprit? A left lower control-arm pivot bolt was slightly egged out of its bolthole, resulting in a misalignment. The bolt was retightened to spec, and a complete realignment and vehicle scan was performed. A subsequent test drive exhibited no steering abnormalities—a reminder that the solution to a technical glitch can sometimes be the simplest.
“The problem was elementary (i.e., mechanical), but the service techs had been looking at the ADAS technology as the problem instead,” Brown concluded.
About SEMA Garage Detroit
Three times larger than SEMA’s Diamond Bar technical facility, the SEMA Garage in Detroit, scheduled to open in early 2022, is a state-of-the-art emissions testing lab and ADAS research and development center, with a staff of full-time technicians on hand to assist SEMA-member companies with product testing and development.
SEMA Garage Detroit will include new equipment such as emissions and horsepower testing for all-wheel-drive and diesel vehicles as well as vehicle lifts, fabrication equipment, an alignment rack, 3-D scanning tools, and engineering software. In addition, 5,000 sq. ft. of shop space will be set aside for dedicated ADAS testing and research, with both static and dynamic test procedures offered. The new emissions lab will be purpose-built to accommodate a 48-in., all-wheel-drive chassis dynamometer and will include equipment that meets the California Air Resources Board’s new 1066 testing requirement standards.
For further information about the SEMA Detroit Garage and its many programs and services, visit www.semagarage.com.
Photos courtesy SpiedBilde, Brian Williams. Reuse or reproduction without the copyright holder’s consent is prohibited.
Porsche 992 GT3 RS
Yet another prototype of the 992 GT3 RS has been spotted at the German Nürburgring race circuit. There are multiple clues showing this to the Rennsport model.
For starters, the early development stage seems to fall in line with the life cycle of the 992, and the air extractors on the front wings have 3RS written all over them.
A super-sized rear wing seems more suitable for a race car than a street car. The central exhaust tips indicate a naturally aspirated engine, most likely a 4.0L flat six delivering 500-plus hp.
’23 Ford Bronco Raptor
It’s been called the “Bronco Warthog,” but a source has confirmed that we’re actually looking at the Ford Bronco Raptor. All the expected workings of a Raptor are present and accounted for, including significantly higher ground clearance, wider wheel arches, and a wider, more aggressive stance.
The prototype rides on a set of BFGoodrich AT All Terrain T/A tires, though we can’t quite make out the size. (It appears to be a 17-in. rim.) It’s not clear what suspension upgrades are in place, but the Raptor is definitely expected to feature a more rugged and capable chassis. The latest rumblings pin the Bronco Raptor as launching for the ’23 model year, where it will join the F-150 Raptor and Ranger Raptor.
Techart GTStreet R
The GTStreet R performance model of the Porsche tuning company Techart was spotted parked in downtown Stuttgart. The front has been aerodynamically improved over the “standard” 911 Turbo S. Carbon-fiber flaps ensure improved air flow on the new front apron. The carbon-fiber front hood with large GT3-like air inlets makes us expect significantly reduced lift. Also clearly visible above the widened fenders on the front are pronounced air outlets. The rear features an aerodynamic carbon-fiber spoiler.
Performance of the engine under the wings can only be guessed. With the performance increase for the 911 Turbo S being 60 hp and 74 lb.-ft. of torque to a total of 710 hp and 665 lb.-ft., a total power output of around 800 hp is expected.
SEMA supports future industry innovators by providing scholarships to students pursuing careers in the automotive industry, and loan-forgiveness awards to employees of SEMA-member companies. Shop Owner ensures that its readers know when they can apply for financial assistance from the SEMA Scholarship Program.
DriveShop
“Mecum On the Move” Podcast
A lot was at stake when drag racers from around the country converged at the brand-new Indianapolis Raceway Park (IRP) for the NHRA’s seventh annual National Championship Drags in 1961. More than 900 competitors from some 40 states turned out to win races, set records, cement championships and build reputations during that humid Labor Day weekend.
Having weathered more than a year of global pandemic and with the 2021 SEMA Show now clearly on the horizon, I want to draw your attention to recent SEMA research that yields some clarity on how the industry has managed during the pandemic and what we can expect moving forward.
Source
About SEMA Garage Detroit
