By SEMA Editors

Following Nevada Gov. Steve Sisolak’s recent announcement to reopen the state at 100% capacity by June 1, SEMA Show exhibitors are demonstrating their commitment and excitement for the 2021 SEMA Show by securing booth space at the event taking place in Las Vegas.

“The industry has spent the past year separated, and businesses are anxious and eager to reconnect in person,” said Tom Gattuso, SEMA vice president of events. “We’re seeing more and more manufacturers sign up to exhibit at the SEMA Show every day, and we anticipate hundreds more will do so before the Priority Booth Space Draw begins in June.”

More than 1,200 companies are already confirmed to exhibit at the event on November 2-5, at which time the SEMA Show will mark the first industry-wide in-person gathering in almost two years. While manufacturers are able to secure space up until the event in November, those who submit their space applications before May 7 will be included the Priority Booth Space Draw—a multi-week process when exhibitors select their space within the 3.2 million sq.-ft. Las Vegas Convention Center.

Utilizing the Las Vegas Convention Center’s newly constructed West Hall, the SEMA Show will include exhibits in all four halls, seminars in dozens of meeting rooms, networking events in nearby ballrooms and special displays and interactive attractions in the outdoor areas.

Having been separated for more than a year, manufacturers are making plans to impress the industry with enhanced booths and unique displays.

“We are hearing an overwhelming response from exhibitors,” said Gattuso. “They have nearly two years’ worth of innovation to share, and they will be showing it off at the SEMA Show. Based on what we are hearing, exhibitors are pulling out all the stops.”

Since 1967, manufacturers of automotive aftermarket parts have relied on the SEMA Show to debut their new products, showcase new trends and conduct business. Made up mostly of small- to mid-size manufacturers with a deep passion for turning everyday drivers into one-of-a-kind works of art, exhibitors take center stage as they unveil groundbreaking and ingenious products that enhance the performance, styling and functionality of cars, trucks and SUVs. This year more than any other year, designers and engineers are pushing the boundaries to advance the industry.

Manufacturers can apply for booth space at www.semashow.com, where applications for attendee registration will open in May.

By SEMA Washington, D.C., Staff

While SEMA is unable to host its traditional in-person Washington Rally event this year, SEMA members still have the opportunity to connect with their lawmakers in our nation’s capital to impact the issues that matter most to the industry.

SEMA invites members to virtually meet one-on-one with their elected representatives this spring. Unlike at the single day in-person event, meetings will be scheduled over the course of several weeks, allowing SEMA Government Affairs to make arrangements with your schedule in mind. There are no registration fees to participate. Registration closes April 30.

Whether it’s standing up for motorsports, combating zero-emissions vehicle mandates or ensuring vehicle data access for the specialty aftermarket industry, there are many issues facing SEMA members in the nation’s capital. That’s why it’s more important than ever to get engaged with your elected officials.

If you are interested in participating in the virtual Washington Rally, please contact Christian Robinson at christianr@sema.org.

By SEMA Editors

SEMA is advancing its commitment to help automotive aftermarket parts manufacturers meet established standards for emissions compliance by investing millions of dollars into a second SEMA Garage Emissions Compliance Center.

In 2014, SEMA established a groundbreaking SEMA Garage Emissions Compliance Center in Southern California. The state-of-the-art facility features high-tech equipment, including a CARB-recognized lab that has helped hundreds of SEMA manufacturers—more than 100 of which have secured 431 CARB Executive Orders (EO) through the SEMA Garage. The Center is currently operating two full shifts, and demand from manufacturers seeking to obtain compliance remains at an all-time high.

To help meet the compliance needs of the $46.2 billion automotive aftermarket parts industry, SEMA recently announced the purchase of a building just outside Detroit that will be used as a second SEMA Garage Emissions Compliance Center. At 45,000-sq.-ft., the Detroit facility is three times the size of the existing SEMA Garage in California and will feature millions of dollars of new OEM-quality tools and equipment, including a CARB-recognized testing lab, as well as an Advanced Driver Assistance Systems (ADAS) Research and Development Center.

“The SEMA Garage Emissions Compliance Center sets out to remove any mystery or confusion over the rules and regulations related to emissions compliance,” said Mike Spagnola, SEMA vice president of OEM relations and product development. “Since opening the Southern California SEMA Garage seven years ago, automotive aftermarket parts manufacturers have poured through our doors seeking help with the complicated and confusing compliance requirements.”

With the Detroit SEMA Garage opening in early 2022, SEMA will help dramatically more members obtain CARB and EPA compliance, as well as shorten the processing time so that manufacturers remain competitive. Additionally, the Detroit Garage is expected to continue, and increase, the long-standing tradition of collaboration between OEMs and the aftermarket industry for the benefit of the consumer experience.

“The California Air Resources Board applauds SEMA for investing in this second testing and resource facility designed expressly for the performance aftermarket industry,” stated Annette Hebert, California Air Resources Board deputy executive officer. “We appreciate SEMA’s commitment to provide its members with the tools and services needed to ensure that products sold for California vehicles meet our requirements. CARB looks forward to our continued communication and cooperation with SEMA in this important area.”

“I congratulate SEMA for continuing to be a resource for the industry and setting the example for compliance,” said California State Senator Josh Newman (D-Fullerton). “I have visited and continue to support the SEMA Garage in Diamond Bar, and I am proud that SEMA is opening this new facility, which extends the excellent work done by the folks in Diamond Bar.”

Like the SEMA Garage in Southern California, the Detroit Garage will hire and train staff dedicated solely to helping aftermarket parts manufacturers understand and navigate the emissions-compliance process. Whereas manufacturers previously reported a significant delay to obtain a CARB EO, manufacturers working through the SEMA Garage average about four months.

“While we have made great strides towards reducing emissions from motor vehicles, the aftermarket industry is thriving,” said California State Assembly Member Phillip Chen (R-Yorba Linda). “The new SEMA Compliance Center will help make it possible for the industry—particularly small businesses—to continue to meet California’s stringent air-quality standards and succeed in today’s regulatory environment.”

Although there are a handful of other CARB-recognized test labs throughout the country that offer similar services, many manufacturers choose to go through the SEMA Garage because SEMA offers its members the benefits of aiding with the application process. Annually, SEMA submits more than 200 aftermarket product applications to CARB’s Aftermarket Parts Division, representing approximately 50% of the volume received. By working closely with CARB and EPA throughout the year, SEMA staff are intimately familiar with CARB EO requirements and able to successfully assist manufacturers with the entire process, from application to testing.

“By meeting regularly and communicating openly with regulators, we are able to better understand what their concerns are and develop programs that will ultimately help manufacturers get their products to market faster,” said Spagnola. “We value and appreciate the collaborative relationship we have with CARB and EPA.”

Find out more information about the SEMA Garage.

By Ashley Reyes

The SEMA Wheel & Tire Council (WTC) named Michael Landry, vice president of franchise development at RimTyme, as this week’s WTC spotlight volunteer. Learn more about his career and industry advice in his Q&A with SEMA.

SEMA: What led you to obtaining a career in the wheel and tire industry?

Michael Landry: Our publicly traded company launched a franchise brand specializing in custom wheels and tires.

SEMA: How has being a WTC volunteer or member impacted your professional career?

ML: I have been able to keep my corporation informed on the rapidly evolving wheel and tire industry.

SEMA: What advice do you have for someone pursuing a career in the wheel and tire segment?

ML: My advice is to learn all you can. Network and become a subject-matter expert.

SEMA: Where can we find you on a Saturday?

ML: Watching my LSU Tigers play football.

Fill out a WTC spotlight application to share how you or your company are contributing to the wheel and tire segment of the automotive aftermarket. Selected candidates have the opportunity to be featured on SEMA eNews, social media, and WTC member updates.

By Ashley Reyes

The SEMA Professional Restylers Organization (PRO) named Garrett Pahlke as the council’s latest volunteer spotlight member.

Pahlke is the CEO at Top Coverage—a family-owned restyling business that specializes in custom leather interiors, appearance packages, commercial vehicle accessories and more. Get to know the best advice he’s ever received, and what advice he has for someone pursuing a career in automotive restyling in his Q&A with SEMA.

SEMA: Why did you decide to volunteer for PRO? How has it or will it impact you?

Garrett Phalke: There are so many outstanding professionals in PRO who have so much knowledge and experience within the automotive industry. Courtney Pahlke (my sister and business partner) and I see PRO as a huge benefit to gain and promote ideas along with being a part of problem solving for today’s issues within the industry.

SEMA: What advice do you have for someone who is pursuing a career in the automotive industry?

GP: Be forward thinking. Trends keep changing in the auto industry and you will only fall behind if you focus on just what’s in front of you.

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

GP: My dream vehicle is a ’67 Shelby Mustang fastback. You would find me on an open country road.

SEMA: What is the best advice you’ve ever received?

GP: The best advice I had ever received was to listen more than talk.

SEMA: What keeps you in the industry?

GP: I truly enjoy the completion of our projects. Whether it is giant truck builds or intricate appearance packages, it’s a great feeling to know you completed a unique vehicle.

Fill out a PRO member spotlight form to highlight how you or your company are contributing to the automotive restyling industry. Selected candidates are eligible to be featured on PRO’s social media, SEMA eNews and future PRO-member updates.

By Ashley Reyes

SEMA members are invited to a webinar, Friday, May 7, at 12:00 p.m. (PDT) to tap into the knowledge and expertise of women who broke through the glass ceiling and discovered, through their own personal trial and error, how to succeed.

Geared to help those in executive roles, or those on the path to an executive position, this webinar will feature women currently in key management roles as they share personal stories that will inspire and motivate other women in their career goals. Participants will hear from Tiffanie Hartenstein, CEO and co-founder, Oracle Lighting; Kim Cape, director of global brand and integrated marketing, Ford Motor Co.; Claudia Shaefer, CEO, Caliber Collision; and Amy Faulk, CEO, Hypertech, as they share stories and encourage open dialogue on topics ranging from stress/burnout, team morale, technology, education, workload challenges and more.

Register today.

The SDC Data Excellence recognizes the companies that have worked with SDC to recreate and relaunch industry-leading product data sets. Here are products from current SDC members that have achieved data excellence.

GATE King
Tailgate Adjuster

Designed to replace your truck's stock tailgate cables, Gate King allows you to adjust your tailgate height in a multitude of positions using our patented Tailgate Adjuster technology. Treated using the most advanced processes and coated to withstand even the toughest dirt, rain, sleet, or snow. Hand-crafted and built-to-last, each Gate King set is made to our exact standards to be certified Castel Strong.

Designed in California, and made in the USA, Gate King provides strength and durability in a variety of positions to suit your cargo needs.

www.castel-usa.com
PN: 231518

Oracle Lighting
Dodge Challenger Dynamic ColorSHIFT Headlight Halo Kits

Oracle lighting has launched two new Dodge Challenger Dynamic ColorSHIFT Headlight Halo Kits for model years '08-'14 and '15-'21. Encased in a special polymer resin, Oracle Lighting’s surface mount halos are completely waterproof (they can function properly even when submerged underwater), and they easily install by attaching directly to the exterior of the headlight lens using a patent-pending system. Oracle Lighting also uses advanced LED chips that produce an impressively bright output while consuming less power. This simple process cuts down installation time from hours to just minutes.

www.oraclelights.com  
PN: 1292-33 ('08 –'14)
PN: 3990-332 ('15–21)

Tuffy Security Products
Console Safe For '19+ RAM Pickups

Tuffy's Security Console Safe for '19 and newer RAM pickup models slides directly into the existing OEM center console and is concealed under the sliding OEM tray.  An exclusive, weather-resistant lid support allows the lid to stay open while reaching into the console. The company’s Pin-Lock hinge design adds to the security of the console safe, which has 400ci of lockable storage space. Minor drilling is required for a secure installation and all mounting; hardware is included.

Constructed of welded steel with a durable texture powdercoated finish, it’s equipped with Tuffy’s patented Pry-Guard locking system which consists of a 10-tumbler bitted security lock and accompanying key. The key can only be removed when the console is locked and must be removed in order to slide the OEM tray backward.  

www.tuffyproducts.com
PN: 354
Note: Not compatible with 2019 RAM models with the Longhorn or Limited trim levels.

Exclusive for SEMA Show 2021 participants, Las Vegas hotels are offering unbeatable nightly rates—but only when you book through the SEMA Show hotel block on www.SEMAShow.com.

SEMA Show management has compared rates against other online travel sites and found that you can save an average of 30% each night on the best available retail rates, and you can still accrue hotel loyalty rewards points.

Hotels That Save You $100 Per Night or More

• ARIA
• Bellagio
• Conrad Las Vegas at Resorts World
• Cosmopolitan Of Las Vegas
• Encore
• Excalibur
• Las Vegas Hilton at Resorts World
• MGM Grand
• SpringHill Suites - Las Vegas Convention Center
• The Palazzo at The Venetian
• The Signature at MGM Grand
• The Venetian Resort Las Vegas
• Vdara
• Wynn

Hotels That Save You 50% Per Night or More

• Bellagio
• Encore
• Excalibur
• Luxor
• The Signature at MGM Grand
• Vdara
• Wynn

Anticipation for the SEMA Show is high. People are eager to reconnect with friends, network with new contacts, get back down to business, and be inspired at the world's leading celebration of product ingenuity, vehicle-performance innovations and the passion for automobiles.

The SEMA Show takes place November 2–5, in Las Vegas. Book your hotel through the SEMA Show hotel block at www.SEMAShow.com.

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

Aeromotive Inc.
Direct Drop-in Module for ’82–’97 Camaro

Aeromotive Inc. has developed direct drop-in fuel pump modules for the ’82–’92 and ’93–’97 Chevrolet Camaro. The modules deliver the proper amount of fuel for high-performance street and racing applications and are designed specifically for the factory tanks.

The modules are available in two configurations for each generation, ’82–’92 and ’93–’97: 200 liters-per-hour (LPH) and 340 LPH. Both feature a factory-sized outlet cap to maintain fitment with the OEM fuel tank and fuel/electrical bulkheads all pre-installed. Outlet and return ports along with electrical terminals are positioned in the OEM location for easy installation, requiring no modifications to the tank. During installation, -06 AN fuel outlet and return lines need to be plumbed in lieu of OEM fuel lines in addition to upgraded wiring to power the larger fuel pump.

The 200-LPH fuel pumps are capable of supporting naturally aspirated gasoline applications up to 600 hp and forced-induction gasoline applications up to 450 hp. The 200-LPH fuel pump is not compatible with E85 ethanol applications. For those trying to maximize horsepower, the 340-LPH fuel pump can support naturally aspirated gasoline applications up to 850 hp, naturally aspirated E85 ethanol applications up to 595 hp, forced-induction gasoline applications up to 700 hp and forced-induction E85 ethanol applications up to 490 hp.

https://aeromotiveinc.com
’82–’92 and ’93–’97 Chevrolet Camaro 200 LPH, PN: 18071, 18072
’82–’92 and ’93–’97 Chevrolet Camaro 340 LPH, PN: 18073, 18074

Malco Products, SBC
7-8 Millimeter C-RHEX Drivers

Malco Products, SBC announced the expansion of its best-selling line of C-RHEX cleanable, reversible magnetic hex drivers to include 7- and 8mm hex sizes. These new millimeter models will be available in three lengths: 2 in., 4 in. and 6 in.

Malco's classic dual-sided 1/4-in. and 5/16-in. C-RHEX drivers allow users to quickly change between popular hex sizes and eliminate troublesome buildup of sheetmetal shavings with the swipe of a glove or towel. Available in four lengths, C-RHEX drivers are quick to set up and change between sizes while the driver shank remains installed in the drill chuck.

Since the initial introduction, the C-RHEX line now includes the new 7- and 8mm hex sizes, in addition to the existing 8- and 10-millimeter; 6- and 8mm; 5/16- and 3/8-in.; and 1/4- and 5/16-in. drivers.

www.malcoproducts.com

Premium Guard
Mobile App and e-Catalog

Premium Guard Inc. (PGI) has released a new, advanced mobile app and e-catalog for its line of automotive filters at www.pgfilters.com. The new catalog features intuitive and robust search functionality for easier application lookup and parts search. Designed to help users easily identify the exact part needed for their application, the e-catalog offers three search options: Classic Search, Dynamic Search, and VIN Number Search.

The catalog covers all of Premium Guard’s extensive filtration product line including oil, air, cabin, fuel and transmission filters, as well as ancillary product needed to perform a proper and complete service such as oil filter housing caps, drain plugs and wiper blades.

www.pgfilters.com/filter-lookup

DiabloSport
’21 Ram 6.4L Hemi Supported on Pulsar 32454

DiabloSport has announced that the most innovative tuning solution for late-model Ram trucks is now available for the ’21 Ram 2500/3500 6.4L Hemi models. Pulsar, 32454, offers on-the-fly tuning, with eight preset levels to choose from. Power levels and options are changed right through your factory steering wheel controls. From increased horsepower and torque, to the ability to adjust tire size or gear ratio, Pulsar offers the features you want for your ’21 Ram 6.4L truck.

Feature list:

• Adjust power levels on-the-fly (eight total levels) with steering wheel controls.
• Displays power level on your dash.
• Gains of up to 25 hp and 40 lb.-ft. torque (peak).
• Calibrate speedometer for tire size (29 in.–59 in.) and gear ratio (2.00-5.99) changes.
• Enable/Disable Multi Displacement System (MDS).
• Revamped throttle pedal sensitivity mapping for improved drivability.
• Optimized ignition timing for better throttle response and fuel efficiency.
• Improves towing performance, fuel economy and overall driving experience.
• Read and clear diagnostic trouble codes.

www.diablosport.com

MAHLE Motorsport
Ford 5.2L VooDoo Drop-in Forged PowerPak Piston Kit

MAHLE Motorsport’s latest addition to its Ford Modular piston assemblies now includes the Ford 5.2L VooDoo Drop-in Forged PowerPak Piston Kit. Machined and inspected with the same stringent standards by MAHLE Motorsport North America, this forged replacement piston is available as a drop-in, ready-to-run assembly that requires no rebalancing or compression ratio change.

The pistons are designed to accept either the OE rod with tapered small end, or an aftermarket rectangular rod. They are dual coated with phosphate and MAHLE’s proprietary GRAFAL coating for reduced drag and wear, and feature hard anodized top ring grooves for maximum durability and to protect against micro-welding. 1.0, 1.0, 2.0mm factory PTWA bore-compatible performance rings are also included. The 7.8cc crown design has a compression ratio of 12.0 to 1 based on a 57cc head volume, and calculated at .012-in. below deck and a .039-in. head gasket thickness. The PowerPak piston kit comes complete with pins and clips, and can be purchased through any MAHLE Motorsport distributor.

www.mahlemotorsports.com
PN: 930258401

By Stephanie Martinez

In partnership with Ford Motor Company, the SEMA Garage in Diamond Bar, California, will host a Measuring Session for the upcoming ’21 Ford Bronco, May 3–7.

The event will allow SEMA manufacturing members to have a close-up experience with the fullsize Bronco ahead of the vehicle’s public release. Two vehicle platforms will be featured:

Two-Door

• Badlands trim
• 2.3L I4 EcoBoost engine
• Seven-speed manual transmission

Four-Door

• Badlands Sasquatch trim
• 2.7L V6 EcoBoost engine
• 10-speed automatic transmission

This will be an in-person event at the SEMA Garage in Diamond Bar, California. In order to comply with state and local health guidelines, scheduled appointments will be required. Due to high demand, all appointments will be time-limited and subject to approval by availability. All attendees will be required to sign an NDA upon arrival.

OEM CAD data through SEMA’s Tech Transfer program is currently unavailable.

Register now.

For more information, call 909-378-4856 or 909-330-0641.

*All registered attendees must submit to an initial temperature check, wear face coverings and gloves and practice social distancing during their appointment.