By SEMA Editors

Platinum status represents SDC manufacturers that have achieved the pinnacle of product data by putting in the extra effort to provide resellers with the most complete data sets available.

JMS
FuelMAX

FuelMAX features exclusive JMS digital technology that provides up to an 85% increase in fuel delivery from your OEM fuel pump. Providing the highest continuous voltage and amperage output without the noise, safely supporting up to 1000hp. Plug-and-play installation connects directly to your fuel pump driver module and activates via monitoring the pedal-position sensor, minimizing install time. User-adjustable voltage ramp-in/ramp-out rate allows elimination of fuel-pressure spikes for maximum control.

FuelMAX kits are shipped complete with everything you need for installation and are compatible with all 12- and 16-volt battery systems.

Website: www.jmschip.com
PN: FX7

Oracle Lighting
Dodge Challenger Dynamic ColorSHIFT Headlight Halo Kit

Oracle Lighting is proud to announce the launch of two new Dodge Challenger Dynamic ColorSHIFT Headlight Halo Kits.
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.

Website: www.oraclelights.com
'08-'14 Challenger PN: 1292-33
'15-'21 Challenger PN: 3990-332

Road Comforts
All Weather Floor Mats

Road Comforts All Weather Floor Mats provide the ultimate custom-fit floor protection with a stylish look. Engineered to protect your vehicle's floor from mud, snow, slush, water and debris. It's thick and heavy duty, like what a floor mat should be.

Manufacturing car mats over 30 years, we have always kept to the highest standards of quality.

Website: www.roadcomforts.com

Tuffy Security Products
Console Safe for 2019-plus RAM Pickups

Tuffy 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 400 cubic inches 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 powder coated 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.  

Note: This item is not compatible with '19 RAM models with the Longhorn or Limited trim levels.

Website: www.tuffyproducts.com
PN: 354

By Ashley Reyes

As a 25-plus-year veteran of the automotive aftermarket, SEMA volunteer and vice president of sales and marketing at PDM Automotive Laurel Dasher has had to reinvent herself many times both professionally and personally.

Members are invited to join the SEMA Businesswomen’s Network as they host a Facebook Live Chat featuring Dasher, March 3 at 12:00 p.m. PST. Dasher will discuss her journey of how she gripped her fear, called upon her village to build strength, and embraced the concept of reinventing herself over the years, most recently in the 2020/2021 challenging environment.

As a live Q&A, participants will have the opportunity to ask questions and engage in the conversation.

Location: SBN Facebook page.

By Ashley Reyes

Scott Wilkinson of Scotty’s Hubcaps is the latest company owner to be recognized by the SEMA Automotive Restoration Market Organization (ARMO) member spotlight program. In this week’s feature, Wilkinson shares the purchase that inspired him to launch his career in automotive restoration, and the advice that allowed him to stay in the industry nearly 20 years later.

SEMA: Did you ever consider another career or industry, and what made you choose automotive restoration?

Scott Wilkinson: Scotty’s Hubcaps was founded in 2002 with the purchase of a pile of hubcaps at a local auction. After selling a few sets of those hubcaps on e-Bay for a profit, I was hooked. This resulted in buyouts of hubcap piles and other dealer’s inventory all over the Northeast and Canada. Since 2002, Scotty’s Hubcaps has morphed from having a few piles of hubcaps to having over 27,000 wheel covers, hubcaps, center caps and trim rings in stock at all times.

SEMA: What’s the best advice you ever received? How has this advice helped you either professionally or personally?

SW: Keep your nose to the grind and be honest with every single thing you do. Being honest from day one is the main reason I am still here 20 years later, doing what I'm doing.

SEMA: If you could do one thing over from the course of your career, what would that be?

SW: I would have started doing this full time sooner.

SEMA: What keeps your passion going in this industry?

SW: I’ve always been into the classic vehicles since I was a child. I have a passion with up-cycling and making things look new again.

SEMA: What do you see as the biggest challenges for the restoration industry today, and where do you see the industry in 5 years?

SW: Getting inventory quick enough to meet the demands. It’s only going to get bigger and bigger, especially with the truck market.

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

By Ashley Reyes

With 165 individuals inducted into the SEMA Hall of Fame since its inception in 1969, the SEMA Hall of Fame is a prestigious honor reserved for few. Its members represent top contributors, leaders and influencers in what is now a $44.6 billion industry and spans across all seven continents in the world.

Nominations for the next SEMA Hall of Fame member, which are currently being accepted at www.sema.org/hof, may seem daunting, but it’s critical for organizers to obtain recommendations and details from the industry at large.

For the members who are inducted each year, the SEMA Hall of Fame is a meaningful accolade to recognize their significant contributions.

Joe St. Lawrence, 2020 SEMA Hall of Fame Inductee, recalled getting the call informing him that he had been inducted. “I tried to act nonchalantly, but my heart was racing. I was shocked and I thought there were so many others more qualified. I could not believe it. It was the first time I ever experienced two emotions simultaneously -- joy and humility. When I got home, I started looking at all the names of those who make up the Hall of Fame. Those two emotions came back, and they do every time I’m reminded of the wonderful honor of being included in the SEMA Hall of Fame.”

Doug Evans, 2017 SEMA Hall of Fame inductee, notes: “To be honored as a hall of fame member by that same group of peers, including some of my idols, is simply amazing. It took my breath away then and it still does to this day.”

He continued by saying “I think by recognizing the pioneers of our industry it shows our young people getting started that they are no different than the people they are honoring. We are all passionate people doing this because we love the industry and we love the people who are in it. They can make a big difference in the future just like the pioneers did if they keep those fires lit and pursue their passions with that same unbridled dedication to each other and the industry.

St. Lawrence’s and Evans’ thoughts are echoed by 1991 SEMA Hall of Fame Inductee Carl Olson: “Recognizing industry pioneers is so important because the performance aftermarket is really a people-oriented industry that started from very humble beginnings and has mushroomed into a driving force in the American economy. Both the true pioneers and those who have continued to lead the industry forward need to be recognized for their efforts, both as recognition of where it started and how it has grown into the behemoth it has become.”

The number of new, young people getting involved with cars and the industry again is what 2002 SEMA Hall of Fame Inductee Harry Hibler is most excited for, stating that nominating someone for the SEMA Hall of Fame can help provide another goal for the new folks becoming involved in it to reach for.

“A lot of the people who started businesses early in the development of this industry did so out of necessity for their own needs not with the intention of building a successful company … Another large portion of them did so with the hope of building a successful company. Between all of them, a giant industry was created that has supplied jobs for thousands, given purpose to a lot of young people’s lives and provided enjoyment to most of them. However, if the younger generation involved today does not know how this all came about, the work/effort it took to make it happen and who the people behind all of it were, they cannot fully appreciate what they are involved in.”

To learn more about the SEMA Hall of Fame or view a list of inductees and their bios, visit www.semahof.com or contact Lindsay Bianco at lindsayb@sema.org or 909-978-6692.

By Ashley Reyes

SEMA is offering financial assistance of up to $5,000 to qualified college students who are pursuing careers in the automotive industry, and to employees of SEMA-member companies who still have outstanding student loans at www.sema.org/scholarships.

Awards are available to those who have earned or are pursuing academic degrees and skilled trades certifications in a wide range of disciplines, including but not limited to accounting, automotive technology, business management, collision repair, engineering, graphic design, information technology, journalism, marketing and welding. Below are tips to keep in mind when submitting an application:

Recommendations make a difference. Be sure to request letters of recommendations well in advance. You don’t want to rush someone into writing a recommendation for you, and you want the final product to be complete and well thought out. You can also submit all the other portions of the scholarship application while you are waiting for the letters of recommendations.

Submit the completed application before the deadline. One of the biggest mistakes applicants make is missing the deadline. Be sure to upload all supporting documents to your online application on or before March 1. Your application may remain incomplete if there are missing documents.

Remove passwords from protected documents. Be sure to remove passwords from all uploaded documents. Password-protected documents will be rejected.

Send only approved file types (.pdf, .tif, .png, .jpeg, .jpg, .bmp and .xps.) and only upload the requested and required documents. Sending unnecessary documents may distract from the required documents.

Confirm and check your email. Notifications are sent primarily via email to the email used to create your account.

Return Home. Upon completion, verify that your application and required documents have all been successfully accepted by checking your Home page. Make this the last step you take in order to complete the process.

For more information or help with your application, review the additional FAQs or contact Byron Bergmann at 909-378-4859 or byronb@sema.org.

Applications will be accepted until 11:59 p.m. (CST), Thursday, March 1, at www.sema.org/scholarships.

By Kyle Cheng

The pandemic has been challenging for everyone. What’s the path moving forward? How does recovery look for the economy and our industry? How are consumers reacting? When can we expect to move past COVID-19?

The new “SEMA Future Trends—January 2021” report helps answer these questions and maps out potential paths for the specialty-equipment industry moving forward.

In this report, the SEMA Market Research has pulled together the latest data, information, and forecasts to help your company make better business decisions in 2021 and beyond.

In the report you’ll find:

• The likely scenarios for economic and industry recovery.
• Projections for the automotive and specialty-equipment industries.
• Timelines on when we can move past the pandemic.
• The latest economic forecasts.
• Consumer spending behavior and industry outlook.
• And much more…

To learn more, download the new “SEMA Future Trends – January 2021” report today at www.sema.org/research.

By Ashley Reyes

The SEMA Wheel and Tire Council named Gary Ruede of Discount Tire as this week’s WTC spotlight volunteer. Reude is the product and quality management technologist at Discount Tire and a volunteer on the WTC select committee.

Ruede recently participated as both a speaker and an educator for various SEMA programs, including the WTC’s current webinar series, “Wheel and Tire Industry Insights, powered by WTC,” and “The STAGE, powered by WTC,” where he shared the five fundamental steps of tire application.

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

Gary Ruede: I started working for Discount Tire when I was 17 and liked helping people.

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

GR: It has helped me better understand the industry as a whole, not just a retailer.

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

GR: Work on educating yourself on your product and its advantages and disadvantages.

SEMA: Where can we find you on a Saturday?

GR: You can find me bird hunting or target shooting.

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

Find out what the next five years hold for the automotive restyling industry by tuning in to a Facebook Live Chat featuring Professional Restylers Organization (PRO) Chair-Elect Josh Poulson of Auto Additions Inc. on February 24 at 12:00 p.m. PST.

Poulson is the current principal of his company, with a proven track record of accomplishments in the industry and SEMA. Having started his career with Auto Additions Inc. at the age of 16, Poulson has held a variety of roles over his 20-year career, including technician, sales, and management.

As host of this Facebook Live Chat sponsored the by the SEMA Professional Restylers Organization, Poulson will share insight on what the next five years holds for the restyling industry.

SEMA Live Chats are an open Q&A format, where participants have a chance to communicate directly with the presenters. This live chat features Poulson, who will serve as the PRO Chairman in July 2021. Poulson is a prior member of the SEMA Board of Directors, was named PRO Restyler of the Year in 2012, and named PRO Person of the Year in 2015.

Location: SEMA Association Facebook page.

By SEMA Washington, D.C., Staff

Through the SEMA Action Network (SAN), SEMA members and enthusiasts have played a critical role in defending the industry from government overreach for more than two decades. Since 1997, the award-winning Driving Force publication has identified pending legislative and regulatory issues—along with spotlighting lawmaker allies—to keep enthusiasts nationwide informed through the SAN.

After careful consideration, the decision has been made to discontinue publication of a printed edition of Driving Force and instead focus on delivering a fully digital experience. Existing subscribers with current email addresses will continue receiving the Driving Force Online to their inbox. Print-only subscribers and others not receiving updates online may submit their email address for free, ongoing delivery.  

The SAN website contains a full archive of articles appearing in the newsletter as well as access to additional no-cost grassroots advocacy tools—including the tag-and-title toolbox, 50-state license plate resource and new multimedia lobbying guide.

While there, sign-up to stay informed on issues in your region by subscribing: www.semaSAN.com/Join.

By SEMA Washington, D.C., Staff

SEMA members are invited to join a webinar on Friday, February 26, at 9:00 a.m. (PST), to learn more about the U.S. Environmental Protection Agency’s new Tampering Policy. Released in December, the Policy replaces Mobile Source Enforcement Memo 1A (1974) and addresses civil enforcement of the Clean Air Act’s prohibitions on tampering and aftermarket defeat devices.

The updated Policy reinforces that in exercising its discretion the EPA will forego enforcement action when a company has a documented “reasonable basis” that a product will not adversely affect vehicle emissions when installed. SEMA generally welcomed the revised Policy as it will now allow SEMA members to undertake emissions testing and maintain the test data to document a reasonable basis for demonstrating compliance. EPA has committed to consider the test data if and when the agency investigates and will typically forego enforcement if the data shows no adverse effect on emissions. California sales are separately governed by California Air Resources Board (CARB) through its Executive Order (EO) program.

A panel of industry experts and an EPA representative will provide an overview of the new Policy. Issues covered include:

• What type of testing is needed to achieve a reasonable basis?
• Vehicle selection.
• Where can the testing be performed? 
• Is this the same testing that is done when submitting an EO application to CARB?
• What are some of the Policy’s benefits if marketing products outside of California?

Webinar Registration - Zoom