SEMA Product Development Expo
On April 10, 2014

SEMA Headquarters

1575 South Valley Vista Drive, Diamond Bar, CA 91765

About the Expo

As vehicle technology continues to evolve rapidly, so do the tools that can take your product from a concept to a working product. Knowing that tomorrow's consumers will look for different capabilities in their vehicles, the challenge becomes understanding how connectivity influences the user experience. The Product Development Expo, fueled by the SEMA Garage is one of the tools that will help you remain knowledgeable about the newest technologies and developments in the industry, setting your business up for long-term success in a rapidly-changing market.

Expo Schedule

To help your business stay on top of the latest technologies and processes, and save money, the SEMA Education Institute (SEI) is hosting a one-day educational event the SEMA Product Development Expo fueled by the SEMA Garage.

  • 8:30 am - Registration

  • 9:00 am - Welcome to the SEMA Garage

    Mike Spagnola, VP of OEM & Product Development Programs, SEMA

  • 9:15 am - Engaging Automotive Technology: What Trends Do Drivers (and Passengers) Really Want?

    Gavin Lew, Executive Vice President, GFK Consumer Experiences North America

    There has long been an association between cars and technology in an effort to make advancements in power and handling performance to electronics and telematics. But today, with shrinking component cost, power consumption, and size, coupled with wireless data access, designers have a multitude of potential feavicetures and uses. Throw in the ubiquity of driver (and passenger) personal devices along with content and we have a tremendous opportunity to capture the “heart and mind” of the consumer.

    The session will also explore trends with the younger car buyer, who command a divergent set of needs that shatter traditional automotive game plans. Designing for these consumers emphasizes how car technology maps to their user experience. Gavin Lew, EVP of GfK's User Experience Group will help you keep pace with the rapidly evolving relationship between the driver and vehicle.

  • 10:30 am - Toolbox 1: Fuel Your Sales With Better Product Data – SEMA Data Co-op Update

    Jon Wyly, CEO - SEMA Data Co-op

    There is no better time to document detailed product data than during the product development cycle. Timely, accurate data acts as the conduit from development to the marketplace, and the SEMA Data Co-op is just the toolset to enable an efficient and affordable process to seamlessly complete that connection.

  • 10:45 am - Toolbox 2: SEMA-Clemson Performance Product Development Update

    The SEMA-CUICAR collaboration helps ensure reliable and high-quality operation of aftermarket performance products, as well as establish and grow new business opportunities in the areas of customization and accessorization while simultaneously educating the next-generation of automotive graduate students and SEMA Members on engineering, performance product development, vehicle technology and system integration, support and solutions critical to the automotive performance aftermarket industry. This session will connect you to the resources and opportunities available to SEMA members at Clemson and help you make cost-effective decisions when developing vehicle technology compliance solutions and marketing performance products.

  • 11:00 am - Cost-effective Product Development Tools and Resources – SEMA Garage Tours

    Rotating stations/groups every 10 minutes.

  • 12:15 pm - Lunch Keynote: You Can't Fake Cool – Next Generation Design & Customization

    Stewart Reed - Chairman, Transportation Design, Art Center College of of Design

    You can't fake true cool. The focus of connected cars is not on the technology, but the connection. The younger you are the more you get it. Smartphones are emotionally empowering not because of the productivity but because they connect people. Cars are social by design. Put that connectivity in the car, and you bring back the love of the automotive lifestyle and experience. For millennials and mobile youth, it's all about the social connection that the technology enables. It's the same for aftermarket companies competing in connected vehicle markets. Mark Zuckerberg of Facebook says it well: “We're not a technology business that gets social but a social business that gets technology.”

  • 1:15 pm - Silicon Valley vs. Motor City: Automotive Apps & Connected Driving

    Moderator: John Waraniak, VP of Vehicle Technology, SEMA
    Guest Speakers:
    Danny Shapiro, Director of Automotive, NVIDIA
    Todd Peterson, Chief Innovation Officer, MSD Performance
    John Ellis, Global Technologies and Head, Ford Developer Program OpenXC

    The race to define future vehicles is on. Competition for the future of the auto industry is rapidly evolving between Silicon Valley and Detroit. While product is king, vehicle electronics and software rule. The recession accelerated the auto industry's transformational changes required for growth as well as the reinvention of vehicles-from mechanical to electrical systems, from stand-alone to connected and from mass markets to personalization and customization. The changes we are going through today will impact the performance aftermarket industry for decades to come.

  • 2:30 pm - Preparing for Tomorrow’s Obstacles

    Presented by the Auto Club of Southern California

  • 3:00 pm - Toolbox 4: SEMA Market Research – Resources to Drive Your Business

    Gavin Knapp, SEMA Senior Market Research Manager

  • 3:30 pm - Break

    Stand up, stretch it out - relax for 15 minutes.

  • 3:45 pm - Tapping Your Inner Futurist: The Future of Transportation & Mobility

    Garry Golden, Founder, Forward Elements Inc.

    The automotive world is absorbing a wave of claims around innovation promoted from within and outside the industry. The human driver is becoming a Captain in charge of connected devices and intelligent systems. Some changes will be oversold in the short-term while others accurately reflect the fast speed of change transforming the industry. In this session we will look at how Futurists approach the slow pace of fast change – and how business leaders can manage expectations and capture value in a future shaped by both incremental and disruptive innovations to products, service and business models.

  • 5:15 pm - Networking Reception

    The reception will last through 6:30 pm.

2014 PDE Videos

Product Development Expo Speakers

Industry Experts From Around the Globe

SEI has assembled several subject-matter experts who will cover topics ranging from product planning (current data, research and trends) as well as product development (3D desktop software, surface scanning tools, 3D printers, etc.). Representatives from equipment and technology suppliers will be on-hand to demo equipment and answer questions.

Mike Spagnola is VP of OEM & Product Development Programs and oversees the SEMA Product Development Center. In this role, he collaborates with the SEMA OEM and Vehicle Technology departments, and serves as a resource and liaison for members and automakers. His focus is on SEMA services that help members develop products quickly and efficiently.
Mike Spagnola

VP OEM & Product Development Programs, SEMA

John Waraniak, VP of vehicle technology leads SEMA's advanced vehicle technology strategy, programs and initiatives. His role is to help performance aftermarket companies understand the challenges, develop solutions and capitalize on new business opportunities presented by today's complex vehicle systems and technologies.
John Waraniak

VP Vehicle Technology, SEMA

Knapp leads the market research department within SEMA. His group is responsible for conducting studies and providing information that help SEMA members achieve better business results. Knapp’s experience includes developing market research programs for Fortune 500 and emerging companies across industries, such as automotive, technology, financial services and consumer goods.
Gavin Knapp

Sr. Market Research Manager, SEMA

Stewart Reed is Chair of the world-renowned Transportation Design Department at Art Center College of Design. He enjoys working with a globally representative student group. His private firm, Stewart Reed Design, consults, designs and fabricates industrial and transportation design concepts for manufacturers around the world.
Stewart Reed

Chairman, Art Center College of Design

Garry Golden is an academically trained Futurist who speaks and consults on issues shaping business and society in the 21st century. He has led workshops and delivered keynote addresses across a wide range of transportation and automotive industry clients.
Garry Golden


Jon Wyly was named Chief Executive Officer of the newly-formed SEMA Data Cooperative in March of 2012. His career in the specialty parts marketplace spans 30 years and has included key roles in sales, marketing, e-commerce, business technology and data management. A lifelong automotive enthusiast, he is well known to the specialty parts industry.
Jon Wyly

CEO, SEMA Data Co-op

Danny Shapiro is NVIDIA's Sr. Director of Automotive, focusing on solutions that enable faster and better design of automobiles, as well as in-vehicle solutions for infotainment, navigation and driver assistance. He is a 25-year veteran of the computer graphics and semiconductor industries, and has been with NVIDIA since 2009.
Danny Shapiro

Director of Automotive, NVIDIA

With over 17 years experience in the automotive market as both a leader, entrepreneur and engineer, Todd currently serves as Chief Innovation Officer at MSD Performance. As a consultant, Todd complements the other officers in the company with deep understanding of the automotive aftermarket and technology.
Todd Petersen

Chief Innovation Officer, MSD Performance

As Global Technologist and Head of the Ford Developer Program with Ford Motor Company, John is tasked with expanding Ford’s “brought-in” strategy of integrating mobile technology into the vehicle.
John Ellis

Head - Developer Program, Ford

Gavin's 20+ years of experience in corporate and academic environments have given him a strong foundation in user-centered design and evaluation. In addition to managing the company, he holds particular expertise in mobile technology, automotive, healthcare, and global research projects.
Gavin Lew, MA

Executive Vice President, GFK Research

Stephen is a well-respected industry veteran with 33 years experience in automotive electronics for both the aftermarket and Tier 1 supply to US, EU and Asian automakers. Witt has held key management and executive positions at his 28 years at Alpine Electronics including VP of Product Planning and Marketing.
Stephen Witt

Automotive Electronics Management


The Partners/Sponsors for the Expo

SEMA Headquarters

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Expo Location

  • Visit Us
    1575 South Valley Vista Drive
    Diamond Bar, CA 91765 USA
  • Call Us
    Zane Clark - 909.978.6743
    Juliet Marshall - 909.978.6655
  • Email Us
    Zane Clark
    Juliet Marshall

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