semashow.com

From the President and CEO

Seizing the Momentum

As we enter 2024, our industry and SEMA, your trade association, stand at a momentous point. Just two months ago, the annual SEMA Show garnered tremendous support, welcoming more than 2,200 exhibitors and approximately 160,000 attendees to the Las Vegas Convention Center. The high energy was palpable as the industry gathered to network and discover the next-gen products, ideas and innovations that will drive its growth and future, both this year and beyond.

In addition, we launched SEMA Fest, an exciting new music and car-culture event. As a complement to the SEMA Show, SEMA Fest broke new ground, and we are committed to growing the event as a means of promoting the automotive lifestyle among consumers, converting fans to enthusiasts, and enthusiasts to evangelists.

The two events followed SEMA’s recent, first-ever economic impact report showing that the aftermarket
industry contributes $337 billion to the American economy and creates 1.3 million jobs. Meanwhile, our recently released “SEMA State of the Industry Report” saw two-thirds of industry companies reporting stable or growing sales over the last year.

In short, our industry is a major driver of growth and prosperity in the United States, and we remain at the forefront of adopting policies and technologies that help reduce vehicle emissions while delivering businesses and consumers change and innovation. SEMA currently serves 6,500-plus member companies, representing more than 40,000 employees. Our mission is to help member businesses succeed and prosper, and in 2024 you will see us redoubling our commitment to this mission on many fronts.

First, we will keep our industry viable and protect it from politicians and regulators who threaten our livelihoods. To this end, we have made significant investments in our government affairs efforts, and you will increasingly see us mobilizing our industry and enlisting the public in our fight to protect it.

We will also remain at the forefront of technology. Our new SEMA Garage Detroit is up and fully
operational, and ready to assist our members in understanding, accessing and working with emerging
technologies. (For example, look for a new ADAS white paper coming out soon!)

We will further expand our industry’s marketplaces while providing tools that address real business needs, growing our SEMA Data program, advancing vital market research, and maintaining the SEMA Show as the industry’s leading rallying point.

You’ll also see us foster and build communities of impact. We’ve launched our SEMA Individual Membership program to help galvanize our collective reach, inviting enthusiasts into our SEMA fold. Our nine councils and networks will increase programs to unite different facets of our industry to address common challenges. We will reach new audiences, notably through a new DEI task force to help us reach more diverse communities.

Ultimately, we’re refocusing on you, the member, and elevating our customer service. Our team will prioritize your member experience in all we do. We will update our systems and processes, make meaningful improvements to our website, payment systems and more.

It’s an exciting time for our industry, and we’re seizing the momentum to effect real change on your behalf.

President and CEO
Mike Spagnola

SEMA SHOW EDUCATION

Sports legend and philanthropist Tim Tebow was a keynote in an education program that featured a wide range of inspirational speakers and industry topics.

Away From the Crowds, SEMA Educational Sessions Promote Career Advancement and Personal Growth

Compiled by SEMA Magazine Editors

As part of SEMA’s continuing initiative to offer comprehensive career- and professional-development programs to members throughout the year, the 2023 SEMA Show featured a hands-on education curriculum of nearly 100 courses that focused on leadership and skills development, networking, exploration of emerging trends, and industry best practices.

“We wanted to support our attendees by offering a customizable learning journey for skill development and competency-based education, inclusive of the Show and throughout the rest of the year,” said Pamela Brown-Matthis, SEMA director of education. “Our goal was to engage Showgoers by creating high-energy learning situations throughout the Show environment and creating educational opportunities that are delivered in various formats, whether they be ‘fireside chats,’ workshops, Main Stage Experiences or celebrity showcases.”

This 2023 Show’s educational curriculum featured globally recognized motivational speakers and industry leaders who shared their experiences and expertise with Show attendees.

“We were very intentional about selecting our sessions and speakers,” Brown-Matthis explained. “All of our speakers are subject-matter experts who have the knowledge and ability to inspire change, and our sessions offer content that is relevant, meaningful and valuable for all our Show participants.” For 2023, Show planners organized the Show’s sessions into six highly focused SEMA Education tracks: Inside the Shop; Aftermarket Updates and Future Trends; Small-Business Strategy; Sales and Marketing; Vehicle Technology and Electric
Vehicles; and Legal and Regulatory.

All of our speakers are subject- matter experts who have the knowledge and ability to inspire change, and our sessions offer content that is relevant, meaningful and valuable for all our Show participants.”

Among the many new 2023 sessions, a Women in Automotive Symposium included four professional-development workshops, a power networking luncheon and a fireside chat hosted by Carolyn Jackson of Barrett-Jackson Auctions and Amanda Bursick of Fox News. An all-day Digital Marketing Bootcamp gave attendees the tools needed to succeed in online media. Additionally, a panel on Alternative Fuels, hosted by Automotive News, explored emerging propulsion technoligies, including natural gas and E85 ethanol. In a similar vein, “The Future of Automotive Fuel Technology,” a panel moderated by PBS’s Margaret Hoover (“Firing LIne”) hosted global industry leaders who discussed the application of alternative fuels in the automotive industry.

Finally, a day-long EV certification program offered hands-on training to technicins. Interest in the program was so strong, three separate workshops were scheduled to accommodate attendee demand.

The Changing Landscape of Customer Service

Handling customer interactions via social media is a lot like keeping up with a business' inventory demands. If you try to handle customer questions sporadically, you'll get lost, so it's crucial to dedicate time each day to managing social-media interactions.

Social Media Is a Dominant Communication Tool for Many Industries, But Is It Effective for Motorsports and Aftermarket Businesses?

By David Bellm

Business is a lot like racing—constantly evolving, relentlessly competitive, and always taking advantage of the latest technology to get an edge. Consequently, it's no surprise that more companies in motorsports and the performance automotive aftermarket are tapping into social media as another method of addressing
customer service.

While traditional avenues such as emails and phone calls are still used to address customer inquiries, the advent of social media has provided companies with a powerful tool for communication and customer service. It's allowing specialty-equipment performance companies to build better rapport with customers, strengthen brands and trigger positive conversations among other potential customers who are witnessing the effective resolution of issues.

But on the flipside, there's also the potential for negative effects. Customer expectations are rising higher than ever, which can prove challenging for companies that haven't adequately prepared, or don't have the necessary resources to accommodate customers through additional channels. And, at the same time, the multi-faceted nature of social media communication can strain centralized, chain-of-command driven teams that struggle to devote resources to other departments when necessary.

Given these opposing dynamics, the methods and the degree of commitment to social-media customer service varies widely in motorsports. Some companies have jumped in wholeheartedly, some are dipping a toe in it, and some are avoiding it altogether. And even for those that are embracing it, there's a wide range of methods and expectations being applied to the task.

Nonetheless, social-media customer service experts are looking ahead to a bright future for these platforms in the industry, particularly with the advent of powerful new labor-saving social-media tools driven by artificial intelligence (AI) technologies. These tools could lower the barriers that are keeping some companies from diving into social media as a means of improving customer service.

Customer Service Evolution

Social-media customer service has evolved considerably in its relatively brief history. Many of the first forays into using social media to communicate with companies came from angry customers taking a last-resort shot at unresponsive businesses in a public forum. But over time, social-media customer service has evolved into a nuanced give-and-take between customers and companies. The topics of these exchanges can be almost anything, including general questions about policies, deep details about products or even gushing praise from loyal zealots.

Use of various social-media platforms in these ways had been steadily growing for years as people in general were spending increasing amounts of time in front of phones and computers, while doing more and more of their business transactions online. Then the pandemic kicked that trend into high gear. With limited means for contacting companies, and people spending more time in front of computers during the two-year-long international ordeal, customers began flocking to Twitter, Facebook, Instagram and other platforms to voice their needs to companies with which they did business.

Besides the undeniable global factors that have fueled customers' expectations of social media as a medium for communicating with companies, there's a more fundamental reason customers increasingly use social media in this way. Today's social-media platforms convey a greater sense of there being a real person behind the scenes, compared to the coldly anonymous feeling of a blank email contact form, or an impersonal-looking 800 number listed on a website. The basic sense of humanity on social media tends to encourage customers to use this channel instead of the more traditional email and phone methods.

"I think there's an understanding that social media has to have a person behind it, unlike an email form, which you don't really know if it's actually going to a person," said Andreanna Ditton of RacingJunk.com, El Segundo, California.

Handling customer service through social media allows companies to reach customers where they're already at, in a means that they're comfortable with. This fosters a greater sense of trust and openness among customers. This trust is further enhanced by the experience of seeing other customers successfully having their problems with a company resolved on the platform. This creates a powerful social proof that can foster positive feelings toward a brand and build enduring loyalty.

"There have been studies done that have showed that the overall feeling about that business goes up when people see a problem resolved for a customer," said Corey Perlman of Impact Social Media, Roswell, Georgia. "The reason for that is people don't expect businesses not to make mistakes—they just want to see how the company is going to respond to those mistakes."

Platforms for Work and Play

Although almost any social-media platform is potentially suitable for customer-service interactions, in motorsports and the performance automotive aftermarket the dominant social platforms are Facebook and Instagram. These platforms have become the default standard for car culture, whether it be in the form of videos, cars for sale or posts about automotive topics. This has fostered a vast audience of deeply enthusiastic users for these platforms, and so they're naturally the place companies in this segment need to be when handling customer service through these channels. For automotive-related companies of all types, platforms other than these two stalwarts tend to be too much effort for too little return, according to our sources.

"For our audience, Twitter was a bigger job than we were able to maintain, and we didn't gain much from it," said Ditton. "We still have a Twitter account that people can connect with us or tag us on. We use it to promote our ads, press releases and stuff like that, but we don't do a lot of discussion on it. Same with Pinterest."

Within the car-culture world, Facebook and Instagram users have somewhat different tones and attitudes between the two platforms, driven in large part by the nature of them and the slightly older demographics of Facebook users compared to those of Instagram. But for the most part, the companies we spoke to said the difference in tone and style between the two platforms has become negligible at this point.

"The Facebook and Instagram audiences are more similar than you'd think these days," said Ditton. "We used to see a much different demographic on Instagram than on Facebook. I just don't see that quite as much anymore."

"When a negative response or interaction comes from a customer, the first thing you do is not respond right away, because you're emotional about it."

Reaching Out

Whichever platform is used, customers have three basic methods to communicate with companies: Direct messages (DMs), posts and tagging. Direct messages are the most private of these methods, and that brings advantages and disadvantages. When messaging a company directly, there's limited damage to a company's brand if the interaction is negative in any way. But, on the other hand, DMs have limited potential for enhancing a brand and building general goodwill if the interaction goes particularly well.

Instead of messaging a company directly, customers may also choose to simply put their thoughts in a post, for potentially everyone to see. In the extremes, this can have a very damaging effect if the post is negative, but it can also be a very positive lift for a brand if it's in the form of praise for the company or its products.

The sources we spoke to said that it can be effective and efficient to communicate with customers via posts, but they agreed that the
interaction should be moved to private DMs if things get at all negative. Everything is fair game for public consumption and comment when it's in a post. For that same reason, sometimes company representatives need to dial down any negative emotions that can cloud the interaction.

"When a negative response or interaction comes from a customer, the first thing you do is not respond right away, because you're emotional about it," said Perlman. "Take a breath. Give it a little time until you can let go of the emotions and can respond in a diplomatic way. Then respond and try to fix the problem. Oftentimes, if you do that, you can turn a critic into a champion. You can turn an unhappy customer into a very happy and loyal customer just by listening and being attentive to them—even if the problem doesn't necessarily get fully solved—just by being empathetic to their situation.

"But if you can't, and this person is just looking for a fight, then that's the point where you take it offline," continued Perlman. "It's best to say something like, 'I'd like to personally talk with you through this. Please provide me your email, or I'm going to provide our business email here so we can get your phone number and I'll get in contact with you right away."

Besides messaging or creating a post that mentions a company directly, customers can also tag a company in a post. Doing so consists of simply putting the company name somewhere in the post, preceded by a hashtag. This can be done on any post, even if it's only tenuously related to a company or its products. Like other methods of contact, this can be a positive, uplifting moment for a brand or it can be damaging and negative.

That's why it's crucial for companies to continuously monitor what's being said about them online. This technique is called social monitoring or social listening. Although this is a simple concept, it needs to be done on a consistent basis so that damaging statements don't spiral out of control, fueled by a perceived lack of response from the company. Fortunately, it's relatively simple to manage the process and stay on top of what people are saying.

"One easy thing that companies can do to monitor is to set up Google Alerts around their brand," said Perlman. "That way, if something pops up on the internet with their name attached to it, they'll be alerted by Google via email. Or, if you go to Twitter, or Instagram, or Facebook, or even LinkedIn, you can simply type in your brand name in the search bar, and you very quickly can see if anything's been mentioned about you."

The companies that are the most effective at social-media customer service typically have a specific social-monitoring methodology that ensures that job is handled thoroughly and consistently. Bringing greater efficiency and effectiveness to these methods are a number of digital tools that automate the work and provide greater control of the process. But businesses have to be careful to maintain the valuable human component that attracts customers to social media in the first place.

"It all comes down to being authentic," said Perlman. "One of the big questions now is whether businesses should use automatic responses or artificial intelligence services. My thinking on that is, yes, as long as you aren't trying to pull the wool over the eyes of the customer, you're not trying to make them think it's a real person. Commonly asked questions and requests that come in after hours, can be addressed by automated programs. But when you get to a point where it's more specific, you need to get the customer over to a real person."

These digital methods are typically just one component in a comprehensive suite of effective techniques organizations are using to handle customer service via social media. It's essential to establish a solid, consistent process for handling social-media customer service. Without such systems, the chances of customer interactions turning negative greatly increase. But such a system doesn't necessarily need to be complex or especially sophisticated. It can be as basic as having a set time of day to handle certain important tasks.

"If you try to handle customer questions sporadically, you'll get lost," said Will Farkas of Design Engineering, Avon Lake, Ohio. "You've got to really make sure to dedicate time each day to making sure that you are able to cover it. I check things once in the morning, once at lunch, and then once at the end of the day."

Different Modes for Different Folks

Mostly opening up social-media channels for customer service questions is largely a matter of companies simply going where their customers are. But that varies considerably from one market segment to another. To some degree, it comes back to demographics. The enthusiast automotive market in general tends to skew somewhat older in comparison to certain other mainstream products, such as music or video games.

Although older users can certainly be tech-savvy and quite sophisticated in their use of digital devices, they nonetheless often prefer traditional means of communicating with companies. For this reason, the companies we spoke to all emphasized the need to offer multiple channels for communicating with
customers. "In our posts and our direct messages, we always have a way to call us," said Ditton.
"So as soon as they message us, it gives them a phone number for customer service."

Despite the challenges posed by handling customer service problems through social media, it shouldn't be a cause for fear or hesitation. Instead, our sources say companies should jump in and embrace it as just another opportunity to connect with customers.

"One time a client said to me, 'Why should I have social platforms just to give people another reason to talk about me or my business?'" said Perlman. "But that's exactly the reason why you have this social platform—so that they'll talk about you on your own turf. I would prefer a negative customer come to your social platforms for communicating with you than going elsewhere, like Yelp or Google."

Counterpoint: Ignoring Social-Media Customer Service

Although motorsports and performance automotive aftermarket companies appear to be generally embracing the idea of handling customer-service inquiries through social media, some in the industry have intentionally turned their back on these methods. At first glance, such a move might appear to be unfashionably out of step. But on closer examination, the argument can be made for such a policy in some businesses.

This is particularly true for companies with proprietary platforms that customers use to place orders, check status and communicate problems. Such businesses may feel that monitoring and working customer service on channels outside the company's existing platform is an unnecessary distraction.

Turn 14 Distribution in Horsham, Pennsylvania, is one such company. At one point, the company did allow the option of working with customers through social media, but ultimately decided that it wasn't as effective as simply channeling them back to their own platform.

As a warehouse distributor, Turn 14 works only with established customers who have an account. This means that everyone they deal with is already registered and extensively documented in the company's platform. When clients contact them, the customer support team at Turn 14 can instantly access all of this information in one centralized location. This has proven to be more efficient than jumping back and forth between a social media platform and the company's own platform.

"We have a full-fledged team of 30–40 customer-support employees," said Kyle Crawford, digital media manager. "And we have a whole portal and ticketing system that they use to deal with any kind of customer support requests. We learned pretty quickly that the time that it took us to figure out the order number, or where the part was going, or who it was going to, and then passing that information along to our support team, made it slower than what our support team would have done if they processed a ticket through our system."

If Turn 14 customers do ask questions through social media, they're steered back to the main company platform, where they interact directly with a member of the customer-support team. Because of the efficiency and thoroughness this method provides, customers are generally fine with being routed away from social media, according to Crawford.

"We started replying to social-media messages with a pretty generic response that says, 'If you have a Turn 14Distribution account, this should be handled through the support channel. If you don't have a Turn 14 Distribution account, you should work through the retailer that you purchased the part from.'"

At the same time, Crawford said that staying exclusively on the company's own platform provides greater security for the company and its customers. "One of the reasons we want people to work through our system is that we don't want any of the information going into the wrong hands. By having access to the ship-to address and knowing what the part number is, sure, theoretically we could look that up in our system, but we don't know who we're actually giving that information to. So by it going through our main channel we keep things secure."

Of course, ignoring social media as a customer service method may not be advisable for all companies. Many customers, particularly those of younger generations, see Facebook, Instagram, and other social platforms as an integral part of life online. But for companies like Turn 14, which has its own robust one-stop platform for serving customer needs, turning away from social media may indeed prove to be a viable option.

Turn 14 Distribution has "a full-fledged team of 30–40 customer-support employees" working on an in-house portal and ticketing system, said Digital Media Manager Kyle Crawford. The company found that working social media outside of that system simply wasn't as efficient.

"There have been studies done that have showed that the overall feeling about that business goes up when people see a problem resolved for a customer."

Sources

Design Engineering
designengineering.com

Impact Social Media
impactsocialmedia.com

RacingJunk.com
racingjunk.com

Turn 14 Distribution
turn14.com

Welcome to the 2023 SEMA Show

Tom Gattuso - SEMA Vice President of Events

Momentum is building for the 2023 SEMA Show in Las Vegas, October 31–November 3. Come Show time, we expect more than 2,200 exhibitors representing thousands of brands from the U.S. and international markets, including more than 400 first-time exhibitors—all eager to share their latest products, services and innovations with a projected 160,000 industry professionals.

We are fortunate to serve a passionate community that understands the value of gathering each year—helping the SEMA Show consistently rank among the nation’s top trade shows to serve as the premier global automotive trade gathering for our industry. It’s a can’t-miss event for growing your business, discovering new products and emerging technologies, making new contacts, strengthening existing ones, and taking your professional career from good to great.

At this year’s event, you’ll encounter a changing Show mirroring a rapidly evolving industry. These are transformational times for our sector, and this Show is designed to help you grasp the future and and leverage the trends and innovations that are reshaping it.

You’ll learn about emerging opportunities in alternative vehicle propulsion, advancements in internal-combustion design and performance, alternative fuels, and even modifying vehicles equipped with advanced driver assistance systems (ADAS), to name but a few. You’ll also see new, updated or expanded exhibits focusing on trends in racing and performance, overlanding, repair and restyling, and other aftermarket categories.

Our Show education program is also enhanced, with more than 99 sessions on a crucial range of business, career and industry topics, including a special keynote by star athlete and car enthusiast Tim Tebow.

Perhaps most importantly, you’ll network and exchange ideas with professionals from more than 140 countries and regions all over the world. The Show is a unique venue for meeting with senior management of the brands that you work with, sharing insights regarding your businesses and their direction, and discussing your perspectives and needs as a customer. This face-to-face interaction just doesn’t happen anywhere else.

Plus, we can’t forget the debut of SEMA Fest, a brand-new, consumer-facing celebration of car culture, music and lifestyle at the nearby Las Vegas Festival Grounds. The event, slated for November 3–4, will include a car show, world-class musical entertainment, drifting, freestyle motorcycling and other thrilling activities for everyone with an automotive passion. Separate from the Show, it’s designed to energize enthusiasts for our industry. (Ed. note: Get your tickets here.)

We hope you find SEMA Week thrilling, rewarding and a great return on investment.

See you in Las Vegas!

Tom Gattuso

SEMA Vice President of Events

A Sneak Peek at What’s New, Exciting and Trending at the 2023 SEMA Show

With the 2023 SEMA Show upon us, the specialty-equipment industry is again gearing up for some serious—and exciting—business. This year's SEMA Show takes place October 31–November 3 at the Las Vegas Convention Center. To assist with advanced Show planning, SEMA News has produced this 2023 SEMA Show Preview.

This publication offers a glimpse into key features, events and opportunities at the Show, along with a sampling of the countless new products being introduced by 2023 exhibitors. From Racing & Performance to Business Services, we shine a spotlight on each market category you'll encounter in Las Vegas. To add context to what you'll see in these Show sections, we've included our latest reporting relating to category trends and SEMA market research. Exhibitor listings round out our pre-Show coverage. With many exhibitors increasing their booth spaces or otherwise enhancing their Show presence for 2023, there will be plenty of new and exciting innovations to
discover.

The information we present was up to date as of press time. Please consult www.SEMAshow.com for the latest exhibitor listings, attendee news and media updates. It is also the place to go to register for the Show and SEMA Education tracks.

Tim Tebow

TIM TEBOW TO HIGHLIGHT MAIN STAGE EXPERIENCE

World-renowned athlete and entrepreneur Tim Tebow will share his mission-possible life message with 2023 Show attendees as part of the event's professional-development series. Tebow takes the SEMA Show Main Stage as a keynote speaker at 1:00 p.m., November 2, as part of an enhanced Show education program featuring iconic industry personalities, thought leaders and entertainers sharing fresh perspectives and strategies.

"I'm looking forward to helping SEMA Show attendees find their mission and create a life that counts," said Tebow. "I hope my experiences and the lessons I've learned first-hand will inspire them to live a purposeful life that helps them succeed personally and professionally."

"We're really excited about bringing Tim Tebow to our Main Stage Experience as a subject-matter expert who has the knowledge and ability to inspire change," said Pamela Brown-Matthis, SEMA director of education. "His multigenerational message is going to resonate with all attendees."

Located in the Show's West Hall, the Main Stage is just one element in a Show education program that includes 99 learning sessions beginning the Monday before the start of the Show, six highly focused SEMA Education tracks, the Dale Carnegie Leadership Essentials program, a Women in Automotive Symposium, and an on-site electric vehicle (EV) certification program. Access to most programs is included as a benefit to registration. (For listings, visit www.SEMAshow.com/education.)

"The SEMA Show is the only place where aftermarket professionals can discover new products and trends, make new business contacts, and advance their careers in one location," said SEMA Trade Show Director Andy Tompkins. "We are committed to ensuring that participation in the SEMA Show is easy, affordable and provides the greatest return on investment."

CHIP FOOSE RETURNS TO THE 2023 SEMA SHOW

The 2023 SEMA Show is pleased to again host the Chip Foose Experience in the Las Vegas Convention Center (LVCC) Central Hall. The legendary Foose returns this year as the Show's official artist and is currently at work on new and expanded signage and visual cues to enhance the event's thematic feel. In addition, there will be a wide variety of new SEMA Show digital content and display packages throughout the LVCC designed to highlight the trade event's community hubs and encourage connections between exhibitors and attendees.

Chip Foose

SEMA FEST

SEMA FEST TO DEBUT NOVEMBER 3–4

Tickets for the inaugural SEMA Fest, a two-day full-throttle festival that fuses car culture and music, are on sale now at www.semafest.com. Held November 3–4 at the Las Vegas Festival Grounds in Las Vegas, SEMA Fest is a must-attend event open to the public and featuring world-class musical acts Imagine Dragons, Incubus, Wiz Khalifa, AJR, Third Eye Blind, Bush, Walk The Moon, Ludacris and more.

"We are excited to open the gates for the inaugural SEMA Fest and welcome car and music lovers alike to enjoy this one-of-a-kind festival," said Mike Spagnola, SEMA president and CEO. "Automotive enthusiasts the world over have been asking for years how they can be part of the SEMA Show experience, and we are delighted to include them in this brand-new extension of our popular trade show. This new event will be separate from the trade show, open to everyone and promises to be like nothing they've seen before."

Requiring separate tickets from the SEMA Show, SEMA Fest brings together automotive enthusiasts, the biggest names in music and the hottest automotive brands in a large-scale festival format. It will feature a full slate of immersive automotive lifestyle events, a consumer marketplace, world-class drifting, motorsports competitions, freestyle motocross and more. Whether you are a diehard car enthusiast, a motorsports fan, a music lover or just like to have a good time, SEMA Fest is an event not to miss.

"While totally different events, the SEMA Show and SEMA Fest are symbiotic," explains SEMA Vice President of Events Tom Gattuso. "The SEMA Show is a trade event focusing on the industry's businesses, professionals and products on a B2B level. SEMA Fest is designed to gather enthusiasts and people who love and use cars and trucks at the consumer level. Think of it as an event for our industry's customers."

For more information about SEMA Fest and to purchase tickets, visit semafest.com.

2023 SEMA SHOW MUST-SEE FEATURES

A Baker's Dozen of Can't-Miss Events

The SEMA Show offers an attendee experience like no other trade show on the planet. It's the best place to see thousands of the newest automotive performance products from new and iconic exhibitors, discover the latest product and vehicle trends, and develop essential skills by attending any one of the dozens of free education sessions—all of which are led by top industry professionals.

What follows is a brief overview of some of the 2023 Show's more notable features and events.

SEMA Awards Presentation
Silver Drive, Outside the Central Hall Entrance

Monday, October 30, 5:00 p.m.–7:00 p.m.

The annual SEMA Awards, given to the top-trending vehicle models in six categories, will be presented Monday, October 30, the evening before the SEMA Show officially opens. Dubbed the "Monday Reveal," the awards are presented to automakers for the SEMA Car of the Year, SEMA Fullsize Truck of the Year, SEMA 4x4-SUV of the Year, SEMA Midsize Truck of the Year, SEMA Sport Compact of the Year and SEMA EV of the Year.

SEMA Award winners are determined and voted on by SEMA Show exhibiting manufacturers to recognize vehicles that manufacturers are investing in and developing products for. The program heightens awareness for aftermarket products and exemplifies the industry's partnership between automakers and aftermarket manufacturers that develop products to improve vehicle performance, safety and convenience as well as appearance and comfort.

Be sure to download the 2023 SEMA Show app and check out the full schedule of events.

VIEW FULL SCHEDULE OF EVENTS

DOWNLOAD APP

SEMA Central
Grand Lobby

Monday, October 30–Thursday, November 2, 9:00 a.m.–5:00 p.m.
Friday, November 3, 9:00 a.m.–4:00 p.m.

SEMA Central is ground zero for Showgoers looking for immersive experiences and to connect with industry thought leaders. Visit this hub to see top-tier vehicle builds and center-stage interviews with iconic personalities. There's even a boutique shop to outfit you with the latest SEMA Gear.

SEMA Show Kick-Off Breakfast
Westgate Paradise Event Center

Tuesday, October 31, 7:30 a.m.

Start your Show experience with the latest innovations from New Product Award winners as well as the presentation of the Manufacturer of the Year and the Channel Partner of the Year awards. Enjoy a full breakfast and network with a global community even before the Show officially opens.

The New Products Showcase
North Hall, Booth #10061

The SEMA Show's most popular exhibit, the New Products Showcase, is a must-see destination for buyers and media in search of the latest and most exciting products hitting the aftermarket. This year, the Showcase encompasses one continuous space of 30,000 sq. ft. located in North Hall and will display thousands of new and featured products, with scanning made possible through the SEMA Show mobile app. This aids buyers and media in connecting with product information and mapping their way to the exhibiting companies on the Show floor.

Art Walk
Central Hall

SEMA Showgoers can find a wide selection of authentic artwork crafted by popular industry artists on display at the SEMA Show Art Walk, which will be a showcase of Central Hall in booths #24857, 24957 and 25057. Some of the automotive industry's premier artists will be exhibiting their latest creations in the Art Walk, which celebrates the automotive lifestyle. Executed in a variety of media, their works comprise an extensive offering of pieces that will complement any home or office. Make a plan to go by, say hello and pick up some great examples of automotive art!

2023 SEMA SHOW

With a projected attendance of 160,000 for 2023, the SEMA Show continues to be the premier annual showcase for the specialty-equipment market and one of the best-attended trade shows in North America.

Feature Vehicle Displays
Various Locations

The SEMA Show is renowned for the innovative parts and accessories displayed on show vehicles representing every industry niche, from cars and trucks to powersports. Much more than rolling works of art, the vehicles offer an in-person look at real-life applications of the aftermarket's latest trends and most impressive products.

Located throughout the Las Vegas Convention Center, inside and out, the displays connect with Showgoers as an extension to the exhibit booths of the product creators. The SEMA Show app features a scanning function that allows attendees to quickly capture product and exhibitor information from feature vehicles on display throughout the Show.

SEMA Overland Experience
Diamond Lot Booth #71000

With many similarities and connections to off-roading, adventure travel, aka overlanding, has strong roots in Australia and South Africa, and in the United States, its popularity has exploded over the past decade. Buyers at the 2023 SEMA Show will be able to see products and vehicles specifically for overlanding in the SEMA Overland Experience area, which relocates outdoors to the Diamond Lot adjacent to West Hall. This special exhibit will include dozens of customized vehicles with fully popped-out tents, survival accessories and portable kitchen systems all displayed among exhibitors supporting the growing overlanding market.

SEMA FUTURETECH STUDIO
Central Hall, Booth #24401

As a trade association, SEMA looks down the road for emerging trends and new technology in performance and hot rodding, and it views vehicle electrification and alternative propulsion systems as a modern-day expression of those enthusiast pursuits. The new SEMA FutureTech Studio will explore the latest in EV and alternative fuel sources, offering the industry an opportunity to see where this growing segment might take us in the next five to 10 years and beyond. Experience for yourself the surprising technologies that are advancing and redefining the performance aftermarket. You'll encounter some incredible custom conversions along with exhibiting companies that are driving innovation in the market.

SEMA Garage: ADAS, Emissions, Product Development
Upper South Hall, Booth #36007

The SEMA Garage: ADAS, Emissions, Product Development area will introduce an expanded showcase for 2023 with a focus on new product-development and emissions technologies. The 6,600-sq.-ft. feature area will still provide attendees with a forum to learn from subject-matter experts, to exchange knowledge and ADAS best practices, and to gain hands-on experience with ADAS tools and equipment. The dedicated space will also host a variety of ADAS-related products for examination and review, and mock ADAS recalibration demonstrations throughout the week will guide Showgoers through the step-by-step process of integrating ADAS protocols into the workplace. The new exhibit's aim is to assist in member education, to improve industry awareness of ADAS systems and their impact on the aftermarket, and to provide marketing and networking opportunities between buyers and sellers.

SEMA Industry Awards Banquet
Westgate Paradise Event Center

Thursday, November 2, 6:00 p.m. (reception), 7:00 p.m. (dinner and
celebration)

Join the annual celebration of the specialty-equipment industry and experience unique entertainment, industry trends, networking, and an evening to remember. This once-a-year extravaganza provides the backdrop for several industry awards and a few surprises.

Battle of the Builders Presented by Mothers Polish

SEMA Battle of the Builders Presented by Mothers Polish
North Hall, Booth #10967

Since its debut in 2014, SEMA's premier showcase of the builder's art has become one of the Show's biggest attractions. It returns for 2023 and runs all during Show Week before culminating at the competition final on Friday, November 3, in North Hall. Forty of the world's most creative builds will be judged by a panel of industry experts, with the Top 12 vehicles advancing to the finals in four distinct categories: Hot Rod/Hot Rod Truck, 4-Wheel Drive & Off-Road, Sport Compact, Import Performance, Luxury & Exotic and Young Guns (builders under age 29). The winning vehicles will lead the procession at SEMA Cruise Presented by CTEK, which takes place immediately after the winners are announced.

SEMA Cruise Presented by CTEK
Silver Drive

Vehicles from the 2023 SEMA Show begin parading out of the LVCC at Show close—4:00 p.m. on Friday, November 3—
to the delight of thousands of fans in grandstands along the route. More than 1,000 vehicles will take part in the SEMA Cruise Presented by CTEK. Spectators have a ringside seat to view the coolest cars, and the Cruise has become one of the Show's most anticipated events and generates millions of social-media impressions, exciting enthusiasts across the world.

LVCC Loop
West Hall, Central Hall, Lower South Hall

Walking the SEMA Show floor can eat into valuable time, so Showgoers looking to maximize their efficiency during Show Week can take advantage of the LVCC Loop. A 1.5-mi. subway tunnel that connects West, Central and South Halls at three dedicated stations, the Boring Company-built Loop can save time by transporting attendees from one end of the LVCC to another in roughly 4 min., and the system can transport more than 4,000 passengers per hour.

For 2023, the LVCC Loop has officially opened a fourth station, the Resorts World Passenger Station, providing direct access to and from the LVCC. Riders can now access the Resorts World station from any of the LVCC stations (South, Central, West and Riviera Stations).

There is currently no charge to travel between stations at the LVCC or from the LVCC to the Resorts World Station. Visit www.lvloop.com/tickets to purchase tickets for rides departing from Resorts World. Hours of operation will vary.

While all of the information contained in this article was accurate at the time this issue went to press, be sure to visit www.SEMAshow.com or the SEMA Show app for the latest updates and schedules.

2023 SEMA Battle of the Builders Presented by Mothers Polish Celebrates 10 Years in 2023

Battle of the Buidlers Presented by Mothers Polish

The 2023 SEMA Battle of the Builders Presented by Mothers Polish—the aftermarket industry's ultimate vehicle competition—will mark its 10th year at the upcoming SEMA Show. The highly followed contest provides SEMA Show builders a platform to showcase their craftsmanship and skills to a worldwide audience.

"The SEMA Show is synonymous with the most unique vehicles in the world, and for a decade now the Battle of the Builders program has given the builders of these vehicles an opportunity to showcase their imagination, creativity and craftsmanship at an international level," said RJ de Vera, SEMA vice president of marketing. "This year's program will feature the top builders and brands exhibiting at the 2023 SEMA Show as we crown our 10th Battle of the Builders Champion."

Since 2014, Battle of the Builders Presented by Mothers Polish has catapulted SEMA Show builders to fame through exposure in SEMA's communication and social channels and inclusion in a one-hour television special. The competition recognizes one winner in four different categories—Hot Rod & Hot Rod Truck; 4 Wheel Drive & Off-Road; Sport Compact, Import Performance, Luxury & Exotic; and Young Guns—before crowning and overall Battle of the Builders Champion. The Young Guns category, open to builders 29 years and younger, is part of SEMA's initiative to support and encourage the next generation of industry builders.

"The SEMA Young Guns competition was the single most powerful tool for me to turn my passion for building cars into a full-time career," said Kyle Kuhnhausen, winner of the 2018 Young Guns title and current Battle of the Builders Presented by Mothers Polish judge. "The media coverage that followed after winning the category took me from a relatively unknown young builder to self-employment building hot rods full time just months later. I'm still building hot rods, and the phone is still ringing as I continue feeling the benefits of the competition and now get to judge that category."

For more information on the 2023 SEMA Battle of the Builders Presented by Mothers Polish competition or to register, visit www.SEMAbotb.com.

The deadline to register is October 13.

Saving North Wilkesboro Speedway

››› Weathered by time, North Carolina's historic North Wilkesboro Speedway once seemed lost to racing—until a successful partnership of racing fans, track ownership, business leaders and public officials united to save it. This May, it will host the NASCAR All-Star Race. Courtesy Speedway Motorsports

There was a time when the North Wilkesboro Speedway was a renowned mecca of American motorsports. With roots in the moonshine racing that helped birth NASCAR, the 0.625-mi. short-oval dirt track opened May 18, 1947, about five miles east of North Wilkesboro, North Carolina.

Back then, the oval was owned by Enoch Staley and partners Lawson Curry, and Jack and Charlie Combs. Its first official event—promoted by the legendary Bill France—drew more than 10,000 fans, surpassing all expectations. From there, the speedway quickly rose in popularity, due in large part to its unique uphill and downhill stretches and the intense, high-speed racing they delivered.

In 1949, the speedway began hosting NASCAR Cup Series racing. That year, Robert "Red" Byron was crowned the first NASCAR champion on October 16. He is just one of the countless historic drivers who have powered through the North Wilkesboro oval over the years—greats like Kenneth Wagner, Fireball Roberts, the Flock Brothers, Junior Johnson, Richard Petty, Bobby Allison,
among others.

Throughout its heyday, the track saw scant upgrades. Although it was paved in the '50s, its owners never invested in the sorts of facilities renovations undertaken at other tracks. At North Wilkesboro, it was the hardcore racing action that drew the crowds, not the amenities. For fans, it was a timeless community landmark supporting the area's growing economy. (Today Wilkes County is home to an estimated 65,000-plus inhabitants.)

But by the '90s the track was sputtering. Economic factors, the facility's age and changes in ownership all played a role. After hosting its last Winston Cup Series event in 1996, the speedway went dark, with little hope of a comeback. Sure, there were a few ill-fated attempts to revive it in the early '00s, but after 2011 the track sat essentially lifeless, home only to cracking pavement, decaying infrastructure and weeds.

Or so it seemed. Thanks in good measure to the vision of a far-flung network of motorsports enthusiasts, sanctioned racing returned to North Wilkesboro last May with the running of the 2023 NASCAR All-Star Race. Kyle Larson topped the field in the 200-lap event, edging out Bubba Wallace and Tyler Reddick and taking home a $1 million
Grand Prize.

North Wilkesboro Speedway
››› Born as a dirt oval, the speedway was paved in the '50s. Its unique uphill and downhill stretches became famous for the action-packed, high-speed racing they delivered. Courtesy Speedway Motorsports

The Return to Glory

"The NASCAR All-Star Race has always been the fans' race, and I can't think of a better way to celebrate the fans during NASCAR's 75th anniversary than returning to North Wilkesboro Speedway," said Marcus Smith, president and CEO of Speedway Motorsports, the track's current owner. "We couldn't have made this happen without tremendous support from so many people including Governor Cooper, our state legislature, NASCAR, Dale Earnhardt Jr., and of course, the people of Wilkes County. We've got a lot of work to do, but we've got the will to create something special alongside a community and hard-working staff that will get it done."

And that work has been well-supported. In November 2021, an $18 million allocation from federal American Rescue Plan funds was designated for infrastructure improvements through the North Carolina state budget, and Wilkes County has awarded construction contracts for the forthcoming work. In addition, the state's General Assembly agreed in principle to provide a $4 million economic grant this year toward additional facility improvements to host the 2023 NASCAR All-Star Race and other special events down the line.

"The future of North Wilkesboro Speedway is bright," Smith said. "There is a great opportunity to revive this fantastic venue to be, not just a racetrack, but a place that can host lots of events, a place that people will come to from far away and enjoy the community, enjoy the region and enjoy special events."

It's a historic turnaround for a track that promoters tout as "one of stock car racing's most storied venues." In fact, the speedway's comeback offers a case study in what grassroots activism combined with ownership, government and sanctioning-body cooperation can accomplish—and may well be a template for preserving other racing venues across the nation.

Although no one knows the actual number of endangered racing facilities, there is a general industry sense that the recent pandemic may have added to the stress factors that tracks have already been facing for some time. Performance Racing Industry (PRI) Track Ambassador Tom Deery, who has been keeping an eye on the trend, characterizes the problem as one of ongoing and persistent pressures that are taking a toll on facilities throughout the United States.

"There's always going to be an issue that will pop up," he said. "The challenge that most motorsports facilities have is they used to be out in the country or they used to be remote, and [with] many of the places that are being targeted right now, the community has grown up around them or near them, and that has created a whole new dynamic."

For most of these tracks, as urban landscapes grew, "all of a sudden people began to complain," explained Deery. "In a general sense, a motorsports facility is always going to be a target of someone. They create noise. They create traffic. They create activity. They create a thousand things that somebody within their universe doesn't like. And if they're not a motorsports fan, then they will always be that person that's raising their hand saying, 'Why are we doing this? What are we doing? How can we stop this?'"

Add various economic stressors to changing zoning, noise abatement and other regulatory requirements, he added, and you can easily understand why many tracks are struggling. And should they continue to shutter, those closures could have vast consequences not only for grassroots racing, but ultimately higher-level motorsports as well.

The Grassroots Factor

Which brings us back to the North Wilkesboro Speedway, whose path to reopening was greased in no small part by Save the Speedway, a grassroots organization co-founded in 2005 by racing nostalgia fans Robert Marsden and Steve Wilson.

Over time, discussions between track ownership and business and civic leaders gained momentum. Soon supporters of all stripes were pitching in, including racing legend Dale Earnhardt Jr., who in 2019 led volunteers in cleaning the venue so it could be scanned into the iRacing platform. ("Some of my best memories as a little boy were going to North Wilkesboro," he would recall. "And it got even better when I raced there as a teenager.")

With that groundswell of support, Speedway Motorsports was able to announce the return of grassroots racing events in April 2022, as Smith charted a vision for full raceway restoration.

"Water, sewer, electricity, roads, connectivity–those are a lot of the building blocks that we need to get done," he said. "We want to keep the character of the property, celebrate the history, but, of course, make it safe, convenient and enjoyable for everyone who comes to visit. In the car world, I would call it a restomod. It's going to look old, but it's going to work new."

››› While water, sewer, electrical and other infrastructure will be brought up to standard, the look and "patina" of the speedway will be retained. Marcus Smith of Speedway Motorsports calls it a "restomod" plan. Courtesy Speedway Motorsports

State government also threw itself behind the program. Following a tour of the track in May 2022, North Carolina Gov. Roy Cooper reconfirmed the importance of motorsports to the state's economy. "North Carolina's speedways are strong economic drivers for communities across the state that bring friends, families and neighbors together for a rip-roaring good time," he said. "North Wilkesboro Speedway is just one of many racetracks that will be able to cross the finish line on much-needed repairs with [state] funds. Racing in North Carolina is back and here to stay."

And there's every indication he's right. County infrastructure and access routes to the venue are currently undergoing improvement, adding to Smith's optimism for the future.

"Bringing back races, bringing back special events, bringing back tourism, creating a very special place where the community can gather, it's exciting," he said. "When you think about nostalgic opportunities, this is one of those one-in-a-million opportunities."

Smith also credited community support for the turnaround. "Anybody might have said this place is too far gone, but this community rallied and brought it to a place where we can rebuild it and it can be a fantastic jewel," he said.

For his part, Wilson says the Save the Speedway organization will stay focused on North Wilkesboro, supporting the racing events planned through 2023 and ongoing restoration efforts. He added that he is proud of the role that grassroots fans played alongside others to revive the track.

"We were just a group of people that came together," he observed. "We were just people that were interested in racing, people that remember racing during that time period, and wondered where things went and why they went away. And, you know, the deeper we dug, the more we found there was opportunity to work together."

10 Minutes With Sage “Donkmaster” Thomas

Throughout the South, In & Out Customs Owner Sage Thomas, aka, The Donkmaster, is known as the king of big-wheel racing. Born in Savannah, Georgia, and now based in Charleston, South Carolina, Thomas built his first Donk at 16 and dove headlong into the racing scene. Now he's formed the National Donk Racing Association (NDRA), the first professional sanctioning body dedicated to Donk and big-wheel drags, which are exploding in popularity. His many fans follow him on Donkmaster TV on YouTube and @1_Donkmaster on Instagram.

Show Preview:For those unfamiliar with the concept—what's a Donk?

Sage Thomas:A Donk is a '71–'76 Chevrolet Caprice or Impala. It can be a two- or four-door convertible model. NDRA or other big-wheel racing platforms can have other classes like G-bodies. This would include Monte Carlos, Novas, Camaros, Cutlasses and other big-wheel cars.

SP:What first attracted you to Donk racing?

ST: Actually how big the cars were and how fast they got moving. I always liked big cars with horsepower because of my stature and how comfortable they are.

SP: Why did you start the NDRA?

ST:These big cars can weigh anywhere between 5,000–6,000 lbs. Wheels, U-joints, driveshafts, transmissions—all that stuff takes a different load level. People always wanted a good appearance, but weren't doing it safely. I wanted to touch on the safety side to ensure they have the right kind of U-joints, axles, plus the right kind of safety equipment when they start going 150 mph in the quarter-mile.

SP: Big-wheel events are real crowd pleasers. What makes them unique? Why are they catching on?

ST: Donk racing is catching on because I make the impossible possible, and it becomes a challenge. You see a 5,000-lb. car with 26-in. wheels and real small sidewalls. This setup is extremely difficult to grip and hook on the track. Plus, all the flashy paint and chrome wheels make the sport appealing. Spectators like to see all the trash talking, the money, and who's handing out Gapsauce. Every driver is a character.

SP: Obviously, big-wheel racing takes skill. Have you ever had one of those "uh-oh" moments where you had to call on every skill you had?

ST: Oh yeah—one particular time when my car started leaking coolant. After I went into high gear, I was feeling so much pressure in my engine that the coolant line started seeping and dripping on the track. When I did a one-two shift, I started spinning towards the wall a little bit, but I gathered it up pretty quickly and overcorrected something, but it straightened out. I went to third gear, and I just had to pedal on through it. But yeah, I've had a couple of "uh-oh" moments.

SP: What should the aftermarket know about the car culture surrounding big-wheel events?

ST: It's exciting. It's flashy. It's loud. There's a lot of different things to see. You might pull up to the racetrack at a car show and see a Honda Civic with 50 speakers hanging out of it. Or you might see a Donk on big wheels running 170 mph. It's truly fun.

Observations From the 2022 PRI Show

Fire-Breathing Power

"As if there wasn't already enough interest in Ford's Godzilla engine platform, son of Godzilla will ensure the fire-breathing monster is in the forefront of aftermarket product development heading into the 2023 season," wrote automotive journalist Mike Magda, reporting on the trends he picked up on for the February 2023 issue of PRI Magazine.

Magda added that other priorities for performance and racing companies include improved fuel-delivery products to keep up with the ever-increasing demands of new power-adder engine combinations, as well as more use of sophisticated simulators to expedite driver development and preparation before races.

"With the horsepower level that we're seeing these days, the racers need a real fuel system in the car," confirmed Phillip VanBuskirk, national sales manager of Aeromotive, Lenexa, Kansas, which is developing high-performance fuel components for race cars and late-model production cars like the Ford Mustang. "We're really stepping up the game for stock fuel tanks. They want a high-horsepower pump that can go into a stock tank, and they want brushless with a speed controller that can be tied to the ECU."

"Driving simulators will be the wave of the future to help drive down costs," promised David Smith, driver for Shockwave Motorsports, Sidney, British Columbia, Canada, which manufactures race-car simulators suitable for NASCAR, ARCA, Trans-Am, late models and Sprint Car training. A typical setup includes body, roll cage, window net, dash, steering and seating similar to the desired race car. On-track realism is achieved through three 75-in. high-def TVs, fully programmable travel vibrations, adjustable torque steering and even in-helmet sound. "It's one more tool for developing drivers," added Smith.

Sharp-eyed Show observers also honed in on several more trends that race-equipment manufacturers say will be key to a successful 2023, and addressing high-horsepower demands is high among them. Transmissions will have to be more robust to handle the power that bigger turbos and superchargers will deliver. Hub dynos that measure that horsepower will be essential to some teams. Innovations that save time in the garage or pits will also be embraced, and even companies that simply help racers get the race cars from the shop to the track are promising more comfort and utility.

What's more, if new-product releases are an indication of the most popular engine in the country right now, then many of those race trailers will have cars powered by the Ford Godzilla engine. Meanwhile, aftermarket companies are developing improved versions of every component in a fuel system, including fuel tanks, pumps, hoses, fittings, regulators, injectors, and carburetors—all to keep up with the power demands of the engine.

Additionally, demand for "late-model stuff," including newer Ford and LS platform products, as well as lighter-weight billet parts, and even kits for big-wheel drag cars is expected to intensify in the coming year.

Breakthroughs for Buyers

For many buyers, Machinery Row always ranks among the Show's top attractions—and Daniel Adams, with CT Race Worx in Monroe, North Carolina, was on a mission there. A welder and fabricator specializing in side-by-sides and powersports vehicles, he was looking for new and upcoming welders, CNC tube benders, and air-driven and cordless power tools.

"Those are big things in our industry now, and every time I turn around [here], I'm finding something that I need and want," he said. A seven-year veteran of the PRI Trade Show, Adams noted that Machinery Row consistently proves valuable to his business. "We're able to increase production times and also the quality of our end products because we're able to find the tools and equipment that help us produce better product in the end," he said.

With motorsports broadening its appeal, especially among younger demographics, experts say the market for racing apparel, helmets, and safety gear is expected to continue expanding through at least 2026. Of course, comfort, lighter weight, and fire protection remain key factors for buyers, with manufacturers jockeying to differentiate themselves in the areas of quality, regulatory compliance, aesthetics and innovation.

When it comes to the racing and performance, the annual Performance Racing Industry (PRI) Trade Show in Indianapolis offers a concentrated glimpse of the category and a foretaste of trends seen at the SEMA Show. Billed as the "three biggest business days in motorsports," the Show roared back to the Indiana Convention Center late last year, its aisles bustling with exhibitors and attendees eager to gain a competitive edge for 2023. It offered many takeaways that attendees of this year's SEMA Show should also keep an eye on.

RACING & PERFORMANCE

As of August 15, 2023

ABRO Industries 20730

ACE International 21228

ACEON 20771

ACL Race 23722

ACUiTY 24431

ADDCO 23735

Advance Adapters 22425

Advanced Clutch Technology 22351

Advertising Edge 20576

AEM EV 24916

AERA-Engine Builders Association 23422

Aero Exhaust-Street Series Performance 20669

The Aeromotive Group/PerTronix 22743

African American Automotive Association (AAAA) 23753

AFR-Procar-RaceTec-Scat-Vortech 23433

Air Lift Co. 23743

AkzoNobel 22957

Alcon Brakes 23159

Alientech Srl 20235

All Automotive Megahub Inc. 23814

Alliant Insurance Services Inc. 20757

Ampere EV LLC 24613

AMSOIL Inc. 23529

AMS Performance 23729

Anhui Ningguo Hantai New Materials Ltd. Co. 20145

Antigravity Lithium Batteries 23869

AnzoUSA 20323

ARP Inc. 23211

ASNU Europe 24427

Associated Electrics 21643

AST/MOTON Suspension 21203

Atech Motorsports 22533

Aurobay 23915

Auto Meter 23111

Autotech Engineering 20137

Autotuner 20641

Backdraft Racing 23547

Baier & Michels USA 20139

Baja Designs/sPOD 24561

Barrett-Jackson Auction Co. 21427

BASF Corp. 20365

Battery Tender 24413

Baxter Performance 20226

BBK Performance 23511

BD Diesel 21241

BendPak 24821

bFlash 23111

Bigboi International 23114

BKC Motorsport 20773

Blaze Performance 24831

BluePrint Engines 22553

BOLT Motorsports 21547

Borla Performance Industries Inc. 22965

BOSS HOG Torque Converters 23823

Braille Battery Inc. 23420

Brembo 23367

Buddy Bar Casting 23021

Bully Dog/SCT Performance 21603

Cam Motion Inc. 23561

CAMMUS 23715

Castrol 23811

Centerforce Clutches, a Division of Midway Industries 22620

CFR Performance 20004

Chevron 24023

Cleantools Inc. 23631

Clutch Industries 24650

Cobb Tuning 23111

COMP Cams 22443

Covercraft Industries LLC including Lloyd Mats 22943

Coverking 20313

CP-Carrillo 22523

Crank Motorsport Australia & USA 20256

CSF Cooling 21411

CTEK 23555

CTERACING 20661

Currie Enterprises 23469

CUSCO USA Inc. 24533

CWI Performance 23969

DARTON SLEEVES 21234

DashLogic 20018

DeatschWerks 20577

Derale Performance 22419

Design Engineering Inc. 20613

Diesel Emission Technologies 24833

Different Trend Inc. 20619

Dimsport 20637

Disc Brakes Australia 23911

DNA Motoring 20343

Dongguan Susheng Manufacturing Technology Co. Ltd. 20022

Driven Racing Oil 22711

DSCsport 20173

DTE Systems USA 23329

Dynapack Dynamometers 20071

DYNASTOP BRAKES 24934

Dynocom Industries Inc. 20213

Eaton 22763

EBC Brakes USA Inc 24067

EcuTek 23111

Edelbrock Group 22443

eFlexFuel 20019

EINTAC USA 24519

Elantec Industrial Manufacturing Co. Ltd. 20547

Emtron Australia Pty Ltd. 20014

ENEOS Motor Oil 24233

Equus 23111

Ercolina-CML USA Inc. 20223

ETL Performance Products Inc. 21529

EXEDY 20025

E-Z UP Instant Shelter 20269

Factory Five Racing 22453

Featherlite Trailers 20713

Federal New Power/FI performance 20064

Fidanza Performance 23225

Flash Drive Motors 24417

Flex-A-Lite 22511

Fortune Auto 21521

FTI Performance 22429

FuelTech ECU 24015

Fu Fei Converter & Muffler (Taishan) Co. Ltd. 20232

Fupower Co. Ltd. 23919

Gandrud Performance Parts 21415

Garage Collective 20052

Gintani 21341

Globaltech Auto Parts Co. Ltd 20244

GMB North America 24216

GNS Auto Parts 24529

Gofront Tudor Autoparts 24628

Gold Eagle Co/303 Products 21254

Goodridge 24064

Granatelli Motor Sports Inc. 23311, 23315

Grassroots Motorsports Magazine 23726

Greddy Performance Products Inc. 21539

Green Filter 22835

GRIDLIFE 24229

GTR Simulator 20046

Guangdong Meizhou KamLung Auto Parts Co. Ltd. 24212

Guangzhou Adtory (Minsheng) Automotive Technology Co. Ltd. 24014

Guangzhou ChiBenDa Automobile Radiator Co. Ltd 20050

Guangzhou Dekadi Auto Parts Co. Ltd. 24886

Guangzhou Wantian Industrial Co. Ltd. 20147

Hamburger's Superchargers Inc. 23455

Hangzhou DJ Machinery Co. Ltd. 20059

Hangzhou Haihua I&E Co. Ltd. 20032

Hangzhou Magic Power Racing Parts Ltd. 20527

Hangzhou Taimei Performance Ltd. 20157

Harrop Engineering USA 20531

Hastings Manufacturing 22927

Hawk Performance 22933

Heatshrink.com 24218

Hebei Kinglin Rubber & Plastic Tech Co. Ltd. 20230

Hedman Performance Group 22343

Hefei Deluxon Machining Co. Ltd. 20036

Helical Technology Ltd. 20063

HELLA 23643

Hengshui Haofa Rubber and Plastic Co. Ltd. 24880

Hengyi Turbocharger 20640

Hillco Fastener Warehouse 23418

HKI Air Suspension 23765

HKS USA Inc. 21553

Holley 22463

Hondata Inc. 22627

Hoppo's Hydraulics & Air Ride Suspension 20239

Hot Rodders of Tomorrow Foundation 80000

Hot Shoppe Designs Inc. 20753

Hot Shot's Secret 23261

Howards Cams 23223

HP Tuners 23351

HSD 20636

Hypercraft 24713

ICD DESIGN LLC 24521

ICE Ignition 23614

Idemitsu Lubricants America Corp. 24267

iMohr Technic & Design 23818

ImportAlliance 21206

Injen Technology Co. Ltd. 22861

Innovate Motorsports 23111

Integrity Light Metals LLC 24884

INTERCOMP 23820

ISKY RACING CAMS 22619

ISSPRO INC. 20666

Jagrow Performance 20057

Jamo Performance Exhaust 20731

JBOM 20755

JEGS High Performance 24119

Jiangsu Kaller Auto Parts Technology Co. Ltd. 24429

Jinhuan Auto Parts Manufacturing Co. Ltd. 20067

JMD Tubes LLC 20227

JMS CHIP Inc. 22515

JRZ Suspension Engineering 24328

Justice Brothers Inc. 22814

Kaeser Compressors Inc. 20119

K&N Engineering Inc. 22331

K&P Engineering 20012

Kano Labs-Makers of Kroil 23618

KC Specialty Tube 24528

KEMA Enterprise Co. Ltd. 20062

Keystone Automotive Operations 21249

KONI Shock Absorbers 24033

Kooks Headers & Exhaust 22631

KTS Turbobillet X 23719

KW Automotive 23143

L.A.SLEEVE 20079

Legend 7 Motorsports 24935

Leonardo Diagnostic Tool 20149

Lincoln Electric 23411

LIQUI MOLY 23611

Lithium Pros 22715

Livernois Motorsports & Engineering 20270

Logpro 20252

LucasClassic 20024

LYKT 24878

Mackin Industries Inc. 22811, 22911

Magicmotorsport 20013

Magnaflow 23243

Magnuson Superchargers 22867

MAHLE Motorsport 22733

MARADYNE HIGH PERFORMANCE FANS 23121

McLeod Racing-Silver Sport Transmissions-FTI Performance 22429

Meguiar's Inc. 22357

Melling Performance 23653

Meziere Enterprises 22614

Miller Electric Manufacturing LLC 23229

Milltek Corp. 24313

MILODON 22635

Minshine Auto Parts Co. Ltd. 21220

Mittler Bros Machine & Tool 20537

MOOKEEH 24526

Mothers Polish 22843

Motive Gear | Richmond 23265

Motor State Distributing 22831

Multivictor Technology Co. Ltd. 20632

Mustang Dynamometer 21229

National Emblem Inc. 22719

National Hot Rod Association (NHRA) 10000, 10003

Neotech Co. Ltd. 24549

Netami USA Inc. 20735

NGR Performance 24210

Ningbo Govi Auto Parts Co. Ltd. 24995

Ningbo Henri Development Trade Co. Ltd. 20749

Ningbo Lingmai Machinery Manufacturing Co. Ltd. 20078

Ningbo Pino Metal Products Co. Ltd. 20739

Ningbo Racing Performance Products Co. Ltd. 20729

Ningbo Sunrising Silicone Hose Co. Ltd. 20571

Ningbo Xinlu Polyurethane Industrial Co. Ltd. 20563

Ningbo Yinzhou Moxin Auto Parts Co. Ltd. 20156

Ningguo BST Thermal Products Co Ltd. 20761

Nitron Suspension 23865

Northern Radiator 20249

Nostrum High Performance 23519

NRG Innovations 20113

ODYSSEY Battery 23659

Öhlins Racing AB 24929

OptiTorque Technologies 21208

ORACLE Lighting 20555

Orthene 24648

OS Giken USA 22725

O-Tech (Jiaxing) Inc. 21210

Pacific Performance Engineering 21351

Penske Racing Shocks 23569

Performance Design 23219

Performance Electronics 22524

Performance Plus 20278

Performance Racing Industry 22321

Performance Tube Bending 20038

Perma-Cool Inc. 22527

Pirngder Industry Co. Ltd. 20767

PML Inc. 21262

PolyDyn Performance Coatings 22626

Power Automedia 23664

PowerflexUSA 21224

Power Service Products 24117

PowerStop LLC 22611

Precision Engine Parts 20775

ProCharger Superchargers 23663

Prosport Gauges Inc. 22415

Pulsar Turbo Systems 24882

PWR Advanced Cooling Technology 23443

QA1 21357

Qingdao Greatwall Automotive Parts Co. Ltd. 20236

Qingdao JTLD Industrial and Commercial Co. Ltd. 20727

Qingdao Reliable &Trust Car Parts Co. Ltd. 20741

Qingdao Senho Tech Trade Co. Ltd. 24993

QTP Quick Time Performance 23935

Quarter Mile Foundation 10010

RaceDeck 21503

Race Ramps 23769

RACEWARS 24789

Race Winning Brands 22563

RacingJunk.com 24211

Ragazzon 20631

Ramair-We Are Filters 24223

RECARO Automotive 23447

Redcat 21215

Redi Global, Ltd. 20630

Red Line Synthetic Oil 23133

Red Roberts Inc. dba Driveline Components Co. 23220

Red Wood Enterprise Co. Ltd. 20745

Refone Auto Power Co. Ltd. 20626

Reliable Automotive Equipment Inc. 24827

Renegade Racing Fuels and Oils 23414

Revex International Co. Ltd. LLC 20155

Ridgeline Lubricants 23929

Robert Bosch LLC 23711

Rockstar Performance Garage 21403

Royal Purple Synthetic Oil 23343

RS Racing Auto Parts Co. Ltd. 23622

Ruffian Cars 21653

Ruian Dofi Modifted Co. Ltd. 20055

Ruian Jia Beir Auto parts Co. Ltd. 23965

Ruian Niki Trade Co. Ltd. 24779

RYNO Classifieds 23463

SamcoSport 22518

SAMGTOS Auto Spare Parts Co. Ltd. 20769

S&B Filters 23165

SCOGGIN DICKEY PARTS CENTER 24142

Scorpion EV 24513

Scotchman Industries 20178

Sea Foam Sales Co. 20238

Seamless Tanks 23660

Seibon Carbon Anderson Composites 21451

SEMA Data 20678

Shanghai Jiawen Performance Industries Co. Ltd. 21533

Shanghai Kaizuo Auto Parts Co. Ltd. 20246

Shenyang Xinjin Auto Parts Manufacturing Co. Ltd. 20131

Shenzhen JDDTECH New Material Co. Ltd. 24111

ShiftPower-USA 23427

THE SHOP Magazine 22628

SHW Performance 22521

Silver Sport Transmissions 22429

Smeding Diesel LLC 21209

Sonnax 20255

Sound Ware (Liang Fei) Industry Co. Ltd. 20672

Spaceloc Corp. 21260

SPAL USA 24543

SPA Performance USA 23515

Spec-D Tuning 20331

Specialty Auto Parts/Proform 23035

Specialty Products Co./Peterson Fluid Systems 20519

Speed Dawg Shift Knobs 20176

Speedhut 24622

Speedmaster 22753

Sprint Booster/JRP Inc. 23333

Sprintex Superchargers & E-Compressors 20217

Spyder Auto 20353

Stage 8 Locking Fasteners Inc. 22730

Stainless Headers Manufacturing Inc. 23623

Summit Racing Equipment 81180

Sunoco Race Fuels 20567

Sun Top Hi-Tech Manufacturing Inc. 20743

SuperFlow Dynamometers & Flowbenches 21256

Supertech 24029

SUZHOU CHENGSU 24876

Suzhou Hualaimei Auto Parts Technology Co. Ltd. 24214

Suzhou Linker Automotive Co. Ltd. 20159

SWAI AUTO 20662

Swisstrax 21257

The SWITCH Lab 24421

TAROX Brakes 24217

Team Plus 21218

Techflex 23543

Tech Line Coatings Industries Inc. 23624

TEIN USA Inc. 22823

Thorney Motorsport 24936

TILTON 23129

Timpte Inc. 20655

Topgear 23363

Topgear Tuning Ltd. 21216

TOP STREET PERFORMANCE 20043

Torque Trends 24813

TotalEnergies Quartz Engine Oil 24466

TPI Arcade Inc. 24835

Trans Am Worldwide 21221

Traxxas 21329

TREMEC 21441

Trickflow 23011

Turbosmart USA 21513

Turnkey Trailers 81010

Turn 14 Distribution 21303

U&C Auto Parts Co. Ltd. 23565

UCoat it 21237

UFI Filters 20158

United Engine & Machine 23523

Universal Air Suspension 21317

UpRev LLC 20647

Valvetronic Designs 20165

Valvoline Global 24342

Vance & Hines 23027

Vapor Trapper 24777

Versodeck 21663

Vibrant Performance 24129

VMP Performance 23922

Vorsteiner & Gunther Werks 21615

VP Racing Fuels 22315

Wagner Tuning Inc. 23829

Wavetrac Differentials 23321

Wenzhou Dongjinlong Safety Equipment Co. Ltd. 20077

Wenzhou Jeatu Safety Systems Co. Ltd. 20166

Wickedflow 21263

Wilwood Disc Brakes 24327

Winjet Automotive 20513

Woolf Aircraft Products Inc. 20263

World Union Supply Chain (USA) Inc. 24530

Wossner Pistons 23521

Wuxi Booshiwheel Power Technology Co. Ltd. 20127

Wuxi Speed Automotive & New Energy Technology Co. Ltd. 21230

XCLUTCH 24011

XForce Performance Exhaust 23015

Yellowspeed Racing Co. Ltd. (TCR International Co. Ltd.) 21507

Yibai Auto Parts 20747

Yi Jeong Industrial Co. Ltd. 20154

Yin Ching Auto Parts Co. Ltd. 20234

Yuhuan Jiuren Machinery Co. Ltd. 20020

YULCHON KOREA, MEXICO, POLAND 24115

Zeitronix 24435

ZF 20024

Zhejiang Kylight Industry Co. Ltd. 20037

Zhejiang Yazhixing Automobile Components Co. Ltd. 20625

ZING-KING Inc. 24555

Subscribe to