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Cover Story

To deliver a viable marketplace solution amid a challenging year, SEMA is launching SEMA360, a major e-marketplace event taking place this November 2–6. Helping to address a void created by the absence of a 2020 SEMA Show, the SEMA360 experience will focus on manufacturer/reseller relationships, new-product introductions, project-vehicle debuts and industry-leading education. The SEMA360 platform will also leverage the association’s exclusive buyer database and media partnerships to provide manufacturers with an extensive reach and return on investment as they build momentum toward 2021.


  • Business GuideAs a trade association, SEMA’s goal is to help aftermarket businesses of all types and sizes succeed and prosper. The following pages contain the names and brief contact information consistent with privacy considerations for SEMA-member companies as of August 20, 2020. This “SEMA Business Resource Guide” contains listings and company descriptions for SEMA-member companies that provide services in our industry, such as agencies, consultants and manufacturers’ reps.

  • SDCFor SEMA members, the SEMA Data Co-op (SDC) is a valuable asset for product data creation and management. Not only is the SDC the largest aftermarket industry data resource—it represents more than 500 brands with a collective inventory of more than 4.5 million parts—but also its unique approach to data management and file transfer can make exports available in any format a member requires. Whether the need is for complete PIES and ACES XML files or a custom-designed spreadsheet, the SDC can provide it.

Chris Kersting

  • Chris Kersting

    We are quickly approaching the launch of SEMA360, introduced this year to help fill the void left by the absence of the 2020 SEMA Show. By now, hundreds of industry manufacturers, from the most prominent to the newest upstarts, have loaded the SEMA360 platform with this year’s new products, Show vehicles and contact information to connect supplier personnel with SEMA’s extensive list of qualified industry resellers. It all kicks off the morning of November 2, and it will be an exciting moment for many reasons.


  • SEMA360It’s old news that the SEMA Show could not take place this year in Las Vegas due to the ongoing COVID-19 pandemic. The silver lining, however, is the emergence of SEMA360—a digital solution that will allow users within the convenience of their own schedules to interact with participating brands, attend educational and networking sessions, view new products and spot industry trends.

  • Inaugurated in 2014, the SEMA Show’s annual Battle of The Builders (BOTB) event, a nationwide competition series that culminates at the Show each November, has become an essential element of the Show-week experience. Even though this year’s Show will not take place as planned, we wanted share some of the entries we’ve received as a way of providing recognition to the many builders and fabricators who spend thousands of shop-hours each year to transform their automotive dreams into reality.

From The Hill

  • From the HillYou don’t have to keep up with the fast-paced and turbulent world of politics to know that there is a presidential election on November 3. President Donald Trump is facing former Vice President Joe Biden in a race to control the White House for the next four years. The president of the United States is the most consequential elected office in America, and the outcome of this race will greatly impact the direction of the country and the lives of its citizens.

Government Affairs

  • Law & OrderSouth Dakota—Collector Car Appreciation Day: The South Dakota State Legislature issued a resolution commemorating Thursday, August 27, as Collector Car Appreciation Day in the state. The resolution was introduced by State Automotive Enthusiast Leadership Caucus member Representative Larry Zikmund, pictured here.

Industry News

  • SEMA360SEMA announced an online marketplace to allow manufacturers and resellers in the specialty-automotive segment to connect and conduct business. Taking place November 2–6, SEMA360 was created after industry members expressed a need for a viable marketplace solution in the absence of the 2020 SEMA Show.

  • Jeep Wrangler 392: FCA is on a mission to keep the ’21 Jeep Wrangler on top of the off-road market despite a new threat from the upcoming ’21 Ford Bronco.

    Genesis G70 Shooting Brake: To justify the Shooting Brake description, the G70 wagon appears to favor sporty styling over practicality.

    ’22 Jeep Grand Cherokee: The vehicle will get a complete redesign, inheriting a new platform derived from Alfa Romeo’s Giorgio underpinnings.

  • Industry news from SEMA-member companies, including Lubrication Specialties Inc., Edelbrock, BorgWarner and more.


  • JeepJeep Wranglers are increasingly popular globally, and that translates into export opportunities for U.S. manufacturers of aftermarket products for the iconic 4x4s. This article (focused on the Jeep market in Japan) is the first in a series to look at the top export markets for popular U.S. models. Japan is an affluent island nation of 126 million and is the world’s third-largest passenger vehicle market. It is also the fourth-largest overseas Wrangler market for FCA.

New Products

  • AeromotiveThe SEMA Data Co-op (SDC) is “data central” for the specialty-equipment segment containing millions of products and vehicle fitments from performance and accessories brands. Created by SEMA, the SDC is the definitive, industry-owned and -operated centralized data warehouse, complete with comprehensive online tools, and a team of dedicated data and technology experts to assist manufacturers and resellers with product data needs. Learn more about the SDC at

  • New products and inventory catalogs from SEMA News advertisers, November 2020.

Required Reading

  • CNBC

    Since 1963, SEMA has been at the forefront of the automotive specialty-equipment market, creating programs that support companies from all market segments of the industry. Manufacturers, distributors and resellers from all over the world look to SEMA to help them grow their businesses and identify new products and trends. They’re not the only ones; media, such as those below, rely on SEMA to keep a finger on the pulse of what’s happening in the industry as well.

Retail Store Review

  • Hot Shot's SecretFounded and owned by Chris Gabrelcik, Lubrication Specialties (also known as Hot Shot’s Secret) manufactures industrial-grade lubricants and additives designed to improve engine performance in both professional and everyday consumer applications. Located in Mt. Gilead, Ohio, just north of Columbus, the company has outgrown three buildings in the past eight years and now is headquartered in a 30,000-sq.-ft. production warehouse set to double in size in the coming year.

SEMA Heritage

  • HeritageThe VIPs chosen for the ceremonial ribbon cutting to open the 1971 SEMA Show represented the past, present and future of automotive performance. Doing the honors with her “shifting hand,” as Hot Rod Industry News (HRIN) described it, was drag racer Shirley Shahan. She was joined by (from left) Willie Garner, Don Jensen, Doug Toms and Roy Richter.