Global Tire Expo to Host Educational Seminars, Awards Ceremony

Global Tire Expo to Host Educational Seminars, Awards Ceremony

Global Tire Expo

Global Tire Expo—Powered by TIA—was created in 1997 as a result of a merger of the International Tire Expo and the SEMA Show. Since then, it has grown into one of the world's largest tire expositions under the direction of the Tire Industry Association (TIA). At the 2022 SEMA Show, more than 130 companies exhibited at GTE, a considerable increase over the previous year, when fewer than 100 companies had a presence.

For 2023, Planet Hollywood Resort & Casino will host TIA's pre-Show events prior to the opening of the SEMA Show, which runs October 31–November 3 at the Las Vegas Convention Center
(LVCC).

TIA's pre-show events include the Annual Membership Meeting, Advisory Council Meeting, Cocktail Reception and Tire Industry Honors awards ceremony, all of which take place on Monday, October 30, at the hotel. There is no charge for these pre-Show events but Showgoers must reserve a ticket to attend.

A day earlier, on Sunday, October 29, TIA tees-off its GTE/SEMA pre-Show activities with the TopGolf Challenge TIA Government Affairs Benefit at TopGolf of Las Vegas. The two-hour event costs $150 per golfer, or $900 for a private bay (six golfers). The benefit will take place from 2:00 p.m.–4:00 p.m.

Additionally, TIA will reprise its popular 10:00 a.m. and 2:00 p.m. educational tracks at the 2023 SEMA Show. This year's schedule includes the following sessions.

Tuesday October 31

TPMS at 10: Lessons Learned From the Front Lines of TPMS

10:00 a.m.–11:00 a.m., Room S226

Tire Pressure Monitoring Systems (TPMS) have been standard on new cars for 15 years, but the challenges associated with managing the service requirements for all makes and models continue to this day. TIA is partnering with ATEQ, Bartec USA and Schrader TPMS Solutions to create a structured Q&A discussion on real-world scenarios straight from the 1-800 hotlines. The session will address some of the most common TPMS issues as well as situations where the solution was more elusive, and in some cases unrepairable at the tire retail level. TPMS service requires a higher level of technology and knowledge to diagnose the problem when the dashboard light stays on after service. This session will help service providers understand potential issues with TPMS, so they can implement solutions to prevent them when the vehicle is in the service bay.

Truck Tires at 10: Service Truck Driver Safety

10:00 a.m.–11:00 a.m., Room S227

The costs associated with operating road service continue to rise for a number of reasons. Besides the cost of the truck, tools, fuel and labor, ensuring a fleet of company vehicles is expensive. Federated Insurance developed Speed, Attention, Fatigue and Emotion (SAFE) driving practices to help commercial tire dealers provide driver training for employees who operate company vehicles. By focusing on SAFE practices, drivers can avoid accidents and improve safety. In this seminar, Federated will address the liability connected to company drivers and provide real-world examples of how nuclear jury verdicts are reached. If you operate company service trucks, delivery and/other vehicles, this presentation will show you how the SAFE driving practices protect the drivers and the company.

Tires at 2: Successful Tire Dealers Share Their Secrets

2:00 p.m.–3:30 p.m., Room S226

Every year, two of the tire trade publications recognize the generosity and excellence of tire retailers. Tire Business presents the Tire Dealer Humanitarian Award to a tire dealer or retreader who demonstrates an ongoing commitment to supporting local charities and others less fortunate. Tire Review recognizes the winner of its Top Shop Award by considering a wide variety of factors that makes them successful and one of the best dealerships in the nation. For years, the winners of these awards have shared their secrets on how they achieved the highest levels of service and generosity. This session is an excellent opportunity to learn first-hand from the most successful tire dealers in North America.

Wednesday, November 1

TPMS at 10: Wheel Installation and Retention Guidelines

10:00 a.m.–11:00 a.m., Room S226

To keep tire and wheel assemblies on the vehicle, service technicians must control a number of factors that ultimately will determine if sufficient clamping force is achieved. While fastener torque is important, it does not guarantee tires will stay on the end of axles. TIA developed the Remove, Inspect, Snug, Torque (RIST) procedure to help technicians remember the key elements of clamping force. A panel of TIA instructors and industry experts will discuss each step in the RIST procedure and how it translates to keeping the wheels on the vehicle without damaging the components or causing excessive wear. Whether you have a torque program in place or you are looking to start one, there are a lot of things to consider. The goal of this session is to make sure you have the tools and knowledge you need to make informed decisions. Releasing a vehicle after service should be done with confidence that your team performed their tasks properly. If technicians follow the RIST procedure every time they install a wheel, your chances of success
increase.

Truck Tires at 10: Total Truck Tire Repair With TRMG

10:00 a.m.–11:00 a.m., Room S227

Between the rising costs and limited availability of truck tires, commercial tire dealers must offer tire repair services. In some cases, a simple puncture repair can be installed in the shop or on the road, so the vehicle can immediately return to service. In others, the puncture repair is not as simple, but still can be completed on the spot. Finally, there are instances where the damage is repairable but requires a higher level of tools and technology. The Tread Rubber and Tire Repair Materials Manufacturers' Group (TRMG) is the industry authority for recommended practices on retreading and repairing tires. A panel of tire repair experts from TRMG companies will discuss the limits and key elements of puncture repairs, reinforced shoulder repairs and section repairs. Truck tire repair also plays a major role in retreading, so the benefits of casing preservation also will be addressed. If you want to help your fleet customers get the most out of every casing and ensure multiple retreads, this session will help you understand how total truck tire repair preserves casing life and helps fleets lower costs.

Management at 2: Employee Engagement—The Key to Retention and Development

2:00 p.m.–3:30 p.m., Room S226

Join Automotive Training Institute's (ATI) Executive Coach Kevin Allen as he navigates you through the "4 Simple Steps" of employee engagement. In this session, you will learn not only the "Why" but, more importantly, the "How" to implement these "4 Simple Steps" to create a more loyal and dedicated team.

New Products Preview

As of August 15, 2023

Predator Mutant X-AT

The New Mutant X-AT from Predator is an all-terrain tire that's designed for use on Jeeps, light trucks and SUVs. A dual sidewall design allows drivers to choose the look that best matches their ride, and the New Mutant X-AT's widely spaced tread blocks promote self-cleaning for consistent traction and to protect the casing from damage.

transamericatire.com

Yokohama Geolandar A/T XD

Yokohama Tire's newly launched Geolandar A/T XD is a work-truck tire engineered for full-size pickup trucks and commercial vans. It is severe-snow service-rated and molded for optional studs, offering outstanding on- and off-road traction all year-round. The A/T XD is initially available in 21 sizes ranging from 16 to 20 in., with more sizes coming later in the year. Durability is achieved by Yokohama's GEO-SHIELD technology, which features a three-ply sidewall, full nylon cap and high turn-up carcass to assure merciless traction and reliable protection. Plus, the sidewall armor creates a bold, new look and provides protection from lateral impacts.

yokohamatire.com

Hankook iON evo and iON evo SUV Tire

Hankook Tire has unveiled the iON evo and iON evo SUV, the latest in the company's iON line of tires specifically designed for electric vehicles (EVs). Battery weight makes electric vehicles up to 30% heavier than ICE vehicles, which frequently causes uneven wear on non-EV specific tires. The iON evo AS is made of a compound specifically made for electric vehicles to evenly spread road pressure to account for this different and extend tire life.

hankooktire.com

Quadratec Spare-Tire Reinforcement Bracket Kit for '18–'23 Wrangler JL

Includes the reinforcement bracket, bump stops, and spare tire relocation brackets for the ultimate in spare tire carrier reinforcement. Manufactured from a heavy-duty, 8mm-thick steel alloy to handle the road and trails with ease and is covered in a durable powder-coated finish that provides years of trouble-free use. Just bolt your hinge reinforcement bracket and factory tire carrier to this bracket to move your spare-tire mount up 1.75 in. and out 0.94 in. No drilling is required to install. and is designed to reuse the factory spare-tire carrier which maintains your factory mounting point. Includes all hardware.

quadratec.com

Cemb USA Fully Automatic Tire Balancer

The new ER90 EVO tire balancer from Cemb USA is a no-contact balancing machine without the need of check-spin. The new ER90 EVO automatically detects wheel data by simply pressing one single pushbutton, and after a few seconds gives a clear and accurate indication of exact position to place counterweights (clip-on and/or stick-on weights). The ER90 EVO is available with optional accessories such as an accessory rack and a pneumatic wheel lift and can accommodate tires up to 42 in. in diameter.

cemb-usa.com

 

Turning New Corners

Turning New Corners

A Look at What's Trending in the Wheel and Tire Market for 2023 and Beyond

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In concept, wheels and tires seem simple enough. They're round, grip the road, spin on their axles, bear the load of a car or truck, and take a vehicle where it needs to go. What more can be said?

For the aftermarket, plenty more. The right wheels and tires enhance a vehicle's performance, but more than that, they also make a statement. Plus, they continue to advance in complexity and design year after year. These and other factors have made them a favored category for the aftermarket.

In fact, wheels and tires, along with suspension components, rank among the industry's healthiest product segments, according to SEMA Market Research Director Gavin Knapp. "We often say the wheel and tire segments are the 'gateway drugs' to our industry. They are great categories to be in because when consumers are spending, that's their starting point. It's a place where they can get the most bang for the buck in terms of customizing and personalizing their vehicles," he said.

That spending is especially strong among pickup owners, he added. "Whatever you're going to do with your pickup or 4x4, you're going to get the wheels and tires for it. And if you're going to lift it, you're definitely getting new wheels and tires to go with that lift kit."

Younger consumers with a penchant for sportier cars also find wheel and tire upgrades irresistible. "Whether you have a true performance vehicle and want its outside look to match what's under the hood, or if you just want your Camry to look like it's a performance vehicle, wheels and tires offer an ideal way to do it," explained Knapp.

No wonder that—despite some initial worries in 2020—wheels and tires managed to not only ride out the pandemic but grow in sales. (Of course, tires had the added advantage of being a perishable necessity. "No matter what kind of car you have, whether it's a gas car, an electric car, a truck, a van, or whatever, there's always a need for tires," Knapp observed.)

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››› Wheels of all types exhibited at Global Tire Expo at the 2022 SEMA Show. Rims in the 20- to 24-in. diameter range seemed to be the prevailing trend.

Sizing the Market

Just how big are wheels and tires with consumers? According to the "2023 SEMA Market Report," the wheels, tires and suspension category accounted for $12.21 billion in sales, with wheels and tires contributing $6.60 billion to that total. Breaking down the figures further, the performance and special-purpose tire market was sized at $2.84 billion, off-road and oversized tires at $2.18 billion, and custom wheels at $1.58 billion. All these figures represent robust growth over prior years.

In terms of tire sales, performance and specialty categories do well across nearly every vehicle segment. Not surprisingly, pickup applications comprise 64% of off-road and oversize tire sales, with SUVs coming in a distant second at 25% of sales. The bulk of purchasing for all tire types is done in-store, although DIY installations account for 17% of off-road and oversize tire buys, and 20% for performance and specialty tires.

Pickup applications also make up the highest percentage of custom wheel sales (31%), followed by SUVs (18%), midsize and large cars (13%), CUVs (10%), small cars (9%) and sports cars (8%). Nearly 40% of all wheel purchases are made for in-store pickup and install. Online ship-to-home orders account for 25% of purchases, and online orders for in-store pickup and installation comprise 28% of purchasing.

Trend Watching

Moreover, the future continues to look bright for wheel and tire businesses. "Based on input from [our] members, we saw many positive wheel and tire trends going into 2023. In general, supply-chain issues were finally resolving. Losses from 2022 appeared to have stabilized, and our RTO customers were increasing," said Mike Lusso, SEMA Wheel & Tire Council (WTC) chair-elect.

"Also, there has been development in electric vehicle (EV) technology across all major brands, along with the tires and wheels that support those vehicles. The development of non-pneumatic tires continues as well."

Meanwhile, as supply-chain issues stabilized this past year, overseas brands flowed back into the market.

Beyond 2023, industry experts say they'll also be keeping their eyes on the following market trends:

  • As pickups—and especially CUVs—come to dominate the American market over the next decade, wheel and tire offerings in the light-truck category will likewise proliferate.
  • With off-roading, overlanding and powersports also growing in popularity, consumer demand for applications aimed specifically at those pursuits will only rise.
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››› With industry training becoming more critical than ever, Global Tire Expo hosts numerous hands-on technical demonstrations throughout SEMA Show Week. The Hunter Engineering booth is always a focal point for Expo attendees seeking the latest tools and technology.
  • Increasing competition among China, India, Thailand and Vietnam will likely help manufacturers contain costs while expanding production.
  • Advancing technology and logistics will allow manufacturers to make and move product faster and more efficiently.
  • The rise of EVs will spur wheel and tire makers to address issues associated with higher torque, increased wear and tear, rolling resistance, weight and quiet operation.
  • Additionally, as EVs go mainstream, their owners will likely become more open to vehicle modification than they typically are now, increasing wheel and tire sales in this space.
  • Green and sustainability regulations and initiatives will undoubtedly also exert greater influences on the choice and sourcing of raw materials as well as manufacturing processes.

With these trends taking shape, competition is already heating up, especially among tire makers. And that competition has made marketing more important than ever, said Roman Racela, marketing director for the Venom Power and Predator Tire brands, subsidiaries of Transamerica Tire based in Memphis, Tennessee. Both the brands target the coveted truck
demographic.

"Obviously, there are many tire companies [and] other brands that we have to compete with," he explained. "We need to make sure that we have a good product and that people know about the brand."

For Racela, that has meant strong print and social-media campaigns with a heavy dose of influencer endorsements and consumer education.

"The selection for tires on any vehicle is really important," he observed. "It really boils down to philosophy of use. If you're going to use it for a specific purpose, you have to match your tools to accomplish your goals to reach your destination."

Fortunately, in today's tire market there's something for everyone. Aided by advanced technologies, tire designs and compounds continue to evolve, delivering constantly improved handling, grip and wet traction, plus improved rock and debris ejection to boot.

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››› Wheels and tires, along with suspension components, rank among the industry's healthiest product segments, according to SEMA Market Research Director Gavin Knapp.

Flashy Wheels

In 2021, this magazine reported that while pandemic lockdowns and supply-chain issues had briefly roiled the wheel market, the segment was proving resilient and poised for growth. If anything, the 2022 SEMA Show confirmed that. Wheel exhibitors showed up en masse, and the big trends were aggressive new spoke patterns and dazzling wheel finishes for trucks as well as street performance cars.

"Obviously following a lot of adjustments in the market with performance parts, customers are looking for safe, reliable modifications, and rims and tires have proven to be that," said Nicolas Nazzaro, CEO of Subimods, a Bloomfield, Connecticut, online retailer specializing in the Subaru sport compact aftermarket. "In terms of style, it's across the board. Six spoke, five spoke, flashy colors. Very popular in 2022 [were] yellows, blues, oranges, whites, just nonstandard colors and designs. We find that the consumer base that we cater to likes to know that their money delivers a flashy design. They want to stand out."

Chrome wheels also remain highly prized, which brought Superior Industries to the 2022 SEMA Show as a first-time exhibitor. Based in Southfield, Michigan, the company has been in the OEM wheel business since 1957, and believes its OEM-level technology is now a good fit for the aftermarket.

"We're able to offer superior powdercoating and acrylics," said Jim Kruse, the company's senior account manager for aftermarket wheels. "As far as finishes go, we offer any color you can imagine in the rainbow."

According to Kruse, Superior Industries also boasts the only OEM-approved PVD chroming process in the industry. "We've learned there's a lot of interest in coming back to bright chrome, and the PVD option is very environmentally friendly," he said.

The company further specializes in a laser-etching process that can reach down through different color layers applied to a wheel to create daring, intricate line patterns in the finish.

In regards to the wheels themselves, "flow-forged" products continue to gain in popularity due to their weight savings compared with cast wheels and their lower price points compared to forged wheels.

"Flow-forging technically is one of the most up-and-coming [manufacturing techniques] that we see," said Nazzaro. "There are a lot of new brands coming out of the Asian Pacific sector that are doing flow-forging, taking that path and kind of rolling the wheel out. That is probably the most advanced product that's coming out because forged wheels were usually on the highest end of spectrum on price, with your cast, flow-form stuff on the bottom." Bridging that gap would be key to success, he added, "because end users get a really well-put-together product for a mid-level price."

Meanwhile, the wheel accessories market is also looking up, said Chris Buck, owner of Custom Wheel Accessories. Based in Murrieta, California, the family-run wholesale distributor is dedicated to supplying a full line of lug nuts, spacers, valve stems, wheel weights, and all the hardware needed to mount and balance wheels.

Asked what the current big sellers are, Buck replied: "OEM, Ford and GM lug nuts are very hot, but probably our hottest commodity are aluminum spacers. Whether you're spacing the wheels out for a more aggressive look, or if you have a set of wheels you want to put on a vehicle of a different bolt pattern, we offer almost 400 SKUs of just spacers and adapters alone."

"Some of the old vintage stuff has definitely been dying off—hubcaps, knockoff spinners, things of that nature," he continued. "But we're trying to bring that stuff back because they've been phased out over time and there is still a demand for older vehicle stuff [like] wire wheels and
spinners."

The Road Ahead

Although generally optimistic about the future, industry sources do see some challenges ahead. Inflation, continued economic uncertainty and slacking OEM sales may negatively impact the market. Current used-car prices may also hinder the transfer of older vehicles to new owners who would dress up their purchases with new wheels. Fresh business models like mobile installation may further upend traditional brick-and-mortar operations.

Longer term, Lusso sees increasing challenges for the industry from electrification and advanced driver assistance systems (ADAS). New technologies are driven by market consumption, he said, "and shop owners need education to support the vehicles they see in the shop. Wheels and tires are the first things to hit the road, so we need good education around the effects they bring to the vehicle."

While conceding that keeping up with change and emerging technologies can be costly, Lusso believes that investments made now will benefit individual companies and the entire industry at large. "We need to push forward," he said.

WHEELS & ACCESSORIES

As of August 15, 2023

All-Fit Automotive 49211

Archetype 11353

AST Inc. 49131

Atrump Machinery Inc. 46107

ATW 46167

Automwheel 47113

Azad Wheels 48167

BendPak/Ranger 47119

Changzhou Wujin Hutang Hongsheng Machine Fittings Factory 47093

China Wheel (Taishan) Co. Ltd. 47125

CIC POWERBOX LLC 49069

CORLEONE FORGED 48045

Custom Wheel Accessories Inc. 46033

Custom Wheel Solutions LLC 47023

Deluxe Wheel Co. 47069

Design Infini 47036

Direct Wheel Source 47035

Elegance Wheels 48089

ELLIS ENGINEERING 48201

Evo Corse 48189

Excel Tire Gauge 49133

Factory Reproductions 46027

Falcon Off-road Wheels 46177

FARAD USA Corp. 46121

Ferrada Wheels 47041

Foshan Hongtian Automobile Industry Co. Ltd. 47187

4PLAY Wheels 46097

FRACING WHEELS 48093

Fujian Shenlika Aluminum Industry Development Co. Ltd. 47089

Galaxy Wire Wheels 47038

GATZ Automotive 48092

G.M.P. GROUP s.r.l. 49196

Guangzhou Jova Car Accessories Co. Ltd. 47171

Hangzhou Fortune Supply Chain Co. Ltd. 49115

Hebei Longrun Automotive Co. Ltd. 47197

Heritage Wheel 48128

Hostile MKW Wheels 48031

Hubei Hongmada Wheel Co. Ltd. 12869

Impact Wheels 47101

Inforged International Co. Ltd. 48061

IVISIONWHEEL Co. Ltd. 47203

JHM Inc. 48170

Jianda Auto Parts & Wheel Accessories 46115

Jiangsu Pomlead Co. Ltd. 48161

Jiangyin Premier Autoparts Industry Co. Ltd. 47065

J.M. Nault Wheel Weights 48194

JTX Forged 48129

KARMA WHEELS 47194

Kinghwa Toptrue Wheel Co. Ltd. 47059

King Point Automotive Hebei Ltd. 49092

Konig American 48021

Laser My Wheels 48200

Lawrence Engineering Co. 47170

Lexani Wheel Corp. 44121

Lianyungang Yohun-Tech Alloy Co. Ltd. 48198

Liberty Forged 48177

LS Industries 49070

LT AUTO PARTS 47097

Luxor Wire Wheels 48115

Luxxx HD, Luxxx Alloys, Versatyre, Venom Sport Alloys 46129

Manatec Electronics LLC 47167

MCGARD LLC 46021

Motorsport Technology Inc. 47161

MP Wheels 48101

Multistar International Canada Inc. 47190

MV Forged 48079

MW Aftermarket S.R.L. 49194

Ningbo Elite Auto Parts Co. Ltd. 48067

NINGBO EXTREME 11444

Ningbo Fortune Auto Parts Manufacturer Co. Ltd. 46039

Ningbo Freeman Auto Components Co. Ltd. 49055

Ningbo Hi-Tech Zone Tongcheng Auto Parts Co. Ltd. 48202

Ningbo Junda Auto Parts Industry Co. Ltd. 47195

Ningbo Kintop Autoparts Co. Ltd. 45275

Ningbo Longtime Machine Co. Ltd. 48097

Ningbo Luxiang Autoparts Manufacturing Co. Ltd. 49213

Ningbo Mingjiang Intelligent Equipment Co. Ltd. 48171

Ningbo Phecda Internaltional Trading Co. Ltd. 49119

Ningbo Siming Automotive Co. Ltd. 46171

Ningbo Suhao Autoparts Import and Export Co. Ltd. 49117

Ningbo Weigao Auto Parts Co. Ltd. 46195

Ningbo Wheel Friends Auto Parts Co. Ltd. 49059

Ningbo Xiangheyuan Autoparts Co. Ltd. 48096

Ningbo Yinzhou Huachi Auto Parts Co. Ltd. 49066

Ningbo Yinzhou Jinuo Auto Accessories Co. Ltd. 47032

Ningbo Yinzhou Rongfei Metal Products Co. Ltd. 49129

Ningbo Zumbo Wheels Co. Ltd. 49068

One Billion Tires LLC 47083

1-800EveryRim OEM Wheels 49089

Player Wheels 48108

Prime Wheel Corp. 47021

PrioRim Technologies Inc. 48109

Protech Wheel Industrial Co. Ltd. 46051

Quantum Alloy Wheels 49095

RHINO TIRE USA LLC 41265

Ridestyler 48022

Rohana Wheels 47025

Royal 4 Systems 45291

RTX Wheels 48053

Rubicon Automotive Group 49111

SEAL 11227

Shandong Better Wheel Co. Ltd. 46187

Shandong Meika Wheel Co. Ltd. 47175

Silver MetalX Inc. 49101

SMX Dicastal Wheel Manufacture Co. Ltd. 46199

Sowell Wheels 49105

TIS OFFROAD 84320

Topline Products 46079

2CRAVE LIFE 44091

TW Racing Parts Inc. 49063

TW Wheels Inc. 48082

UniAuto Inc. 44055

Voxx Products 46067

The Wheel Group 44037

WheelRepairUS 47160

White Knight Wheel Accessories 46045

Wicked Extreme Offroad 47029

Xiamen Sunrise Group Co. Ltd. 48125

Xiangyang Hengde Auto Parts Co. Ltd. 49093

XIX Wheels 48020

XXR Wheels 46057

YAMARU Co. 49107

Yangzhou Haina Auto Parts Manufacturing Co. Ltd. 47133

ZCC 47129

ZERO SRL 49190

Zhejiang Baochi Industry & Trade Co. Ltd. 48071

Zhejiang Baokang Wheel Manufacture Co. Ltd. 47109

Zhejiang Buyang Autowheel Co. Ltd. 49123

Zhejiang Hongtian Automobile Technology Co. Ltd 47181

Zhejiang Hongxin Technology Co. Ltd. 47079

Zhejiang Sunrise Wheels Manufacture Co. Ltd. 47201

Zhejiang Yueling Co. Ltd. 47051

Zhongnan Aluminum Wheel (Guangdong) Co. Ltd. 49053

Zylux International 46191

 

NEW PRODUCTS PREVIEW

As of August 15, 2023

Walker Evans Racing Legend II Beadlock UTV Wheel

Walker Evans Racing Legend II Beadlock UTV Wheel

Walker Evans Racing's UTV True Beadlock Racing Wheels resemble the company's well-known off-road racing truck wheels. This high-pressure, cast-aluminum wheel gives you superior strength for any situation you come across whether pounding the dunes or hitting the open desert. The wheels are available in 14x6, 14x7 and 15x6 sizes. Wheels are drilled to order; turnaround time is seven to 10 days to machine. (Beadlocked wheels are for off-road use only.)

walkerevansracng.com

Konig Wheels UltRagram

Konig Wheels UltRagram

The Ultragram is a new seven-spoke design built with flow-forming technology. Two spoke profiles are available; a Profile (pictured) and B Profile. The rims are available in a new Dark Graphite and Matte Silver. We've integrated feedback from our motorsport teams, racers and drivers into both of our new designs this year. We've pushed the face out and allowed for as much brake caliper protrusion as well as overall brake diameter near the drop center. This provides excellent caliper clearance for big brake car and aftermarket big brake kits. The wheels are offered in 10 sizes ranging from 15x7 to 18x11, with high and low offsets available.

konigwheels.com

AEV Salta XR Wheel for Bronco

AEV Salta XR Wheel for Bronco

The Salta XR from American Expedition Vehicles represents the evolution of the widely popular Salta wheel and is now compatible with the new Ford Bronco. The Salta XR's race-inspired, 12-spoke design provides additional strength for maximum durability on- and off-road, while AEV's signature recessed valve stems provide added protection from rocks on the trail. The Salta XR is a platform-specific wheel, so each application will have the proper offset/backspacing, giving you the perfect balance of tire clearance, scrub radius and handling.

aev-conversions.com

American Racing VF404 GTP II

American Racing VF404 GTP II

American Racing has introduced the Torq Thrust GTP II wheel. Made famous for being the wheel of choice for race-built Porsche 911s and 912s of the '60s, the Torq Thrust GTP is an iconic motorsport wheel with timeless style.

americanracing.com

 

ADVENTURE VANS

ADVENTURE VANS

A New Overlanding Market Takes Root

It's no secret that overlanding has been one of the fastest-growing segments in the automotive aftermarket, and as it has gained popularity over time, the market has diversified. This can be seen in the types of vehicles employed as build platforms. Once dominated by midsize Toyotas, the overlanding segment has grown to include Jeeps and, increasingly, fullsize HD pickups with their superior load-carrying capability.

Now, yet another vehicle type has entered the sector, and it has ushered a new generation of backcountry enthusiasts into the pastime of overlanding. Known as adventure vans, camper vans or, occasionally, "glamper" vans, these vehicles represent a fast-growing segment of the overlanding market and offer a potential new revenue stream for aftermarket outfitters looking to partner with existing van builders, for established coach builders looking to diversify their product lineups, or for startups looking to capitalize on new opportunities in a fresh market.

For the purposes of this article, vehicles referred to as "adventure vans" generally fall into the category of Class B motorhomes. They are smaller in size—typically 17–23 ft. in length—and generally less luxuriously apportioned than the more expansive Class A and C motorhomes manufactured by companies such as Winnebago and Thor Motor Coach. Also, unlike their larger counterparts, they utilize existing OE light-truck chassis and bodywork, making them a more attractive alternative for consumers on a budget. They're also more economical to own, thanks to better fuel economy, and their smaller size makes them easier to maneuver and park.

In the North American market, the preferred platforms for these vehicles are typically 1-ton Ford Transit, RAM Pro Master or, most commonly, Mercedes Sprinter chassis, all offering all-wheel drive as the standard drive configuration, and base prices for these vehicles in stock (unmodified) trim start in the $45,000 range. Fully equipped, an outback-ready unit can list for six figures, so this segment represents a potentially lucrative source of income for businesses in the specialty-equipment market.

The State of The Market

Whatever their classification, RV sales are at an all-time high. According to a 2021 manufacturer survey conducted by the RV Industry Association, an industry record 600,240 wholesale shipments were recorded in 2021, an increase of nearly 20% since 2017. At present, the adventure van segment alone represents a $16.8 billion global market, a figure that is forecast to reach $24.8 billion by 2027, according to a 2022 survey from Marketwatch.

"The adventure van market continues to grow rapidly," said Scott Brady, Overland Journal publisher, "but the primary markers of success are differentiating features, unique manufacturing processes, or improvements to backcountry performance. Van builders are creating a unique offering or a performance advantage are continuing to garner long lead-times and full production schedules."

"The market has seen rapid growth over the recent five years, with new builders coming online almost every month," said Eric Miller, co-funder of TouRig, a Colorado-based van conversion company. "We're seeing new accessory companies introducing new product innovations that are directly catered towards the Adventure Van consumer. We are also seeing very nice cross-pollination with the outdoor industry, something that for years was somewhat a controversial subject."

"It's my understanding that Class Bs are the fastest-growing segment of the RV market," said Neil Morse, owner/promoter of the nationwide Adventure Van Expo series. "We still have tons of new people coming to our shows that have never seen them."

"It's a market that's really been growing the last few years here," said Oliver Bahr, president for the Americas with Dometic, a manufacturer of products for the adventure-lifestyle market. "The van market has really been growing well for us."

How well? "When we entered the market in 2014, there were around 10–12 real players in the space, excluding the behemoth RV brands," Miller recalled. "Today, there could be as many as 150-plus builders contributing to the adventure van space."

Owner Demographics

According to our experts, adventure van owners tend to differ from conventional RV owners by their desire to travel further afield than what's allowed by a bigger, bulkier Class A motorhome. "All-wheel-drive vans allow access to more remote campsites, hiking trails and similar points of interest," said Brady. "Adventure vans tend to correlate with hikers, mountain bikers and outdoor photographers."

"It's usually an active couple or family," Morse said, with varied outdoor interests: "Biking, skiing, paddle boarding, surfing and the like." Miller concurred: "Our biggest demographic is the outdoor enthusiast with a strong passion for outdoor recreation such as fishing, hunting, biking, skiing, etc."

Despite a sometimes-steep price of entry, the segment exerts a strong appeal on younger consumers. "We get customers in their 20s, but more frequently they're people in their 30s who've been working an office job for 10 years, and now they just want to travel," said Duran Morley, founder and CEO of The Van Mart, a California-based van conversion company.

As a rule, though, the typical adventure van consumer base skews somewhat older. "We generally see a middle-aged consumer with an adventurous spirit looking to enhance their journey through travel," said Miller. "This new category has made the journey as much fun as the destination."

What They Buy

Overlanders have higher-than-average levels of disposable income (see "Backcountry Business Tips," SEMA News October 2022), and players in the adventure van segment can benefit from an enthusiast customer base that's willing to spend plenty of money to customize their vehicles to their exact liking.

"The segment's growth is focused around accessories that improve the capability and appearance of the vans," said Brady. "Lift kits, bumpers, racks and even snorkels abound." Miller agreed, mentioning upgraded suspension packages, larger wheel/tire combinations, rear tire carriers, rear storage boxes, roof racks and ladders as popular items.

Morse similarly pointed to tires and wheels along with "anything battery-powered" such as cellphone boosters, and Bahr mentioned products that offer "modularity—being able to take that freezer, refrigerator or a cooktop from the inside to the outside of the van."

Most of our experts agreed that price is secondary in importance to quality for most adventure van owners, so manufacturers of higher-end componentry can find opportunities for growth. "People are willing to pay for the quality, and they want to make sure that they have the right product for when they're off grid," Bahr noted. "They don't want to be in a difficult position out in the wild."

COVID and Campervans

All of our sources agreed that the outbreak of COVID-19 in 2020 turbocharged growth in the market as locked-down consumers with extra time on their hands looked for recreational opportunities away from crowded spaces. The pandemic "sent [business] through the roof!," Morse exclaimed.

While COVID played a part, Brady also noted that growth "began with the availability of the AWD Mercedes Sprinter," while adding a caveat. "As return to work has increased and financing has become more expensive, we have seen some reduction in growth. In particular, the standard van builders are seeing a reduction in order rates. However, the vans with more bespoke interiors or improved capability are still performing well."

Adventure travelers often utilize social media to share their travel experiences with others, and our panel of experts recommended maintaining a robust social presence to optimize consumer outreach.

"People enjoy a sense of community, and they like to share within that community," Bahr said. "We have a distinct set of users in this side of the business, where they like to share their ideas, they like to share their experiences, they like to show what they've done, what they've built and what they're using. So engaging with that community is a really critical aspect for a brand like us."

Future Challenges and Opportunities

While our experts were optimistic for the near-term future, some expressed concerns about a slowing economy. Morse had an eye out for the consequences of the Federal Reserve's recent inflation-fighting measures given their affect on financing costs. "A rise in interest rates may take some players out of the van market," he said.

Still, most of our experts agreed that the smaller Class-B platform would prove resilient in the face of competition from the bigger vehicle classes. "It's still headed favorably in our direction," Morse said. "We have a very economical and maneuverable platform with the diesel Sprinter. For couples, you can't beat it. You can get into 19-ft. spaces and still have a bed, bath and shower."

"The majority of the growth will come from the brand name offerings as they have access to the dealer networks and financing required for volume sales," Brady said. "The most pressing challenge is chassis availability, with demand for Mercedes AWD Sprinters exceeding allocations. We need more AWD van options from companies like Nissan and RAM."

As bigger players such as Airstream and Thor bring their own Class-B vans to market, our experts agreed that adventure vans' public profile only figures to increase in the near term.

For the future, Morse pointed to electrification as the next big potential growth driver. "I think we need to work on E-vans sooner than later. If we get them into the 400-mi. range (fully loaded), we will see an explosion in the market."

Bahr also noted the future movement "towards self-sustaining power, which has been massive, using solar energy to power the battery packs to then power up refrigerators, cooktops and whatever else may be within the van.

Overlanding Remains a Market Mover; EVs GAIN A FOOT HOLD


››› Besides having the capability to transport their owners to remote areas, adventure vans can also offer all the comforts of home—it all depends on what buyers want, and the size of their budget. Courtesy TouRig

TRUCKS, SUVs & Off-road

As of August 15, 2023

ActionTrax 58018

Advanced Accessory Concepts 58156

Aftermarket Performance Group (APG) Wholesale 61256

Agri-Cover Inc. 55163

Airbag Man 57221

AIR DESIGN 58077

Air Lift Co. 60055

Alloy USA 50027

AlphaRex 55087

American Adventure Lab 56221

American Expedition Vehicles 58151

American Technology Components Inc. 57045

AMP Research 50027

Apex Chassis 57217

APS Auto Parts Specialist Inc. 58021

ARB 4x4 Accessories 54027

A.R.E. 50027

ARK 56015

Armadillo Liners 57153

Armordillo USA 53020

Attica 59205

Auto Speed Auto Parts Co. Ltd. 59012

Auxbeam Lighting Co. Ltd. 59235

AVS 50027

Backrack 50027

BAK 50027

B&W Trailer Hitches 55205

Battle Born Batteries 58007

Bed Buddi 59194

Bedrock Truck Beds 55227

Bedrug 50027

Behemoth Drivetrain 61234

Beijing Sunday Campers Co. Ltd. 12276

BelMor 50027

Bestop Inc. 55063

Better Automotive Inc. 60249

Big Sky Precision 57218

Black Horse Off Road 57185

BlackSeries 59185

Blue Ox 57157

Body Armor 4x4/Tuff Stuff Overland 58099

BODYGUARD BUMPERS 58177

BOLT Locks by STRATTEC 58185

Boomerang Rubber 58249

BringIt Tailgates 60177

BT Fabrication 60253

Bubba Off-Road Recovery Gear 58163

Bullet Liner 57030

BulletProof Hitches 57195

Bullyliner 11632

Bushwacker 50027

Busted Knuckles Mechanical Services 12267

Cal4Wheel 57036

Caliber Inc. 61237

CALMINI-Full-Traction-Hanson-PUREJEEP 60051

Canadian Load Divider Dollies Inc. 61212

CanyonLand Coach 56011

Carbon Shock Technologies 59196

CARR 58044

Chemline Inc. 11426

Circuit Board Medics 59216

Clearlidz 59164

Combat Off Road 58027

COMEUP USA 60079

COSMOR Industries Ltd. 56219

Crazy Industries 59199

C.R. Brophy Machine Works 57037

Crown Automotive Sales Co. 61079

Cruiser Accessories and Rock Tamers 56261

Custom Wheel Solutions LLC 59006

CVF Offroad 60157

Dana Inc. 60087

D&C Designs 58232

Danyang Spedking Auto Parts Manufacturing Co. Ltd. 59010

Dee Zee 55119

DGM Manufacturing LLC 61172

Diode Dynamics 61127

DK2 58039

Dongguan Bowang Photoelectric Co. Ltd. 57010

Dongguan Hawking LED Lighting Co. Ltd. 12784

Donrex-Landace 11448

DPI Off-Road Brands 61051

Drive Products USA 61236

DROPRACKS 59217

DuraFlap 57222

DuraLiner 56129

EarthRoamer 61149

Eberhard Manufacturing 57129

ECOOLOGICAL 58197

EGR Incorporated 57103

Elwell Corp. 55265

ENGO Industries LLC 57026

ETL Industries (Shanghai) Co. Ltd. 61252

Expedition One 60185

Extang 50027

EZ Lee 12975

Fas-Top 59249

FILTERWEARS 58014

FLATED 61195

FlexTread 56189

Flog Industries 59020

Foke Lighting Electrical Ltd. 57220

Foshan Baitai Auto Accessories Co. Ltd. 59221

Foshan Chentong Cable Technology Co. Ltd. 61230

Foshan Hysami Optoelectronics Technology Co. Ltd. 59242

Foshan Jedision Electronic Technology Co. Ltd. 57254

Foshan Kingmoon Lighting Co. Ltd. 12351

Foshan Liweibo Auto Accessories Co. Ltd. 58260

Foshan Nanhai Ginto Lighting Electrical Co. Ltd. 58195

Foshan Shan Shan Electronic and Technology Co. Ltd. 60233

Foshan Sunway Auto Electrical Co. Ltd. 59163

4x4 Accessories & Tyres Ltd. 59227

FOX Factory 55023

Fusion Bumpers 58042

Future Solutions 72001

Gate King 58189

GEN-Y Hitch 57027

Gladiator Cargo Nets 11317

Golight Inc. 57031

Go Rhino Products 55135

Green APU LLC 11628

GRIDRACK 55015

G3 SpA 56213

Guangzhou Audly Electronics Co. Ltd. 12466

Guangzhou Besure Electronics Co. Ltd. 61219

Guangzhou Dongsui Auto Accessories & Spare Parts Co. Ltd. 61152

Guangzhou Maike Auto Accessories Co. Ltd. 58221

Guangzhou Nuobei Auto Part Co. Ltd. 59014

Guangzhou OUGE Electronic Technology Co. Ltd. 57014

Guangzhou OVOVS Lighting Co. Ltd. 58190

GuangZhou Zheyu Technology Co. Ltd. 58258

Hardkorr 61163

Hatchlift Products 11438

Havoc 50027

Headrest Safe Co. 56227

Hellwig Products 56039

Hi-Lift Jack Co. 58043

Hima Lighting 59193

HM4X4 48197

Husky Liners 50027

ICECO 11221

Icon Vehicle Dynamics 56169

IIM CAMPER LLC 55249

IndeedCamping 58252

Inspired Overland 57243

Intradin/TOWKING 57018

Intrepid Camp Gear 56241

Ironman 4x4 58008

iRopes (Anhui) Co. Ltd. 61232

James Baroud 60119

Jii-Power Auto Accessories 60221

JLI Group Pty. Ltd. 12970

Keeper Products 58254

Keg Media 60192

KEKO 56147

Kelderman 56119

Keyline Sales Inc. 11620

KING SHOCKS 60061

Kleinn Automotive Accessories 60107

Klymit 60069

K-MAN Suspension Technology 59241

KSC4x4 60153

KSP Performance 61220

Küat Innovations LLC 58255

Lasernut 58171

Leer Group 57085

LEQUMOD Inc. 12167

Lippert Curt Luverne Ranch Hand Aries UWS 55103

LiquidSpring LLC 58141

LIQUI MOLY 57261

LockNLoad Hitches 11320

Lucas Automotive 59255

LUND 50027

Magnum, A Shyft Group Brand 56233

Mammoth Products 57265

MAXLINER 60137

Max Trac Suspension 56153

MaxxHaul Towing Products 57211

McNaughtans Pty Ltd. 60227

MDC USA 55259

Merritt Aluminum Products 59167

Meyer Distributing 60075

Meyer Products–A Brand of Aebi Schmidt 58020

Mile Marker Industries Inc. 55145

Milford 57249

Mini Monsters LLC 58261

MONSTER4WD 59188

MORryde International Inc. 60149

Morsun Technology Co. Ltd. 60143

mPower Lights 56205

myTop LLC 56163

Napier Outdoors 58165

Neapco- Aftermarket 60193

NETMOTOR (USA) Inc. 60231

N-Fab 50027

Nilight-Znder Inc. 61241

Ningbo ALL-TOP Auto Products Co. Ltd. 61227

Ningbo Beilun Haiyu Automotive Lamp Co. Ltd. 58227

Ningbo Fentol International Commerce & Trade Co. Ltd. 58193

Ningbo Goldy International Trade Co. Ltd. 60237

Ningbo Jingyi Machinery Manufacturing Co. Ltd. 59192

Ningbo Kingone Industrial Co. Ltd. 12982

Ningbo Maoyuan Vehicle Parts Co. Ltd. 57234

Ningbo Melbrio Machinery Co. Ltd. 57255

Ningbo Sanlishin Auto Parts Co. Ltd. 60173

Ningbo United Win Long Co. Ltd. 59259

Ningbo Xianlin Import and Export Co. Ltd. 58216

Nomadic Cooling 61085

Novawinch USA Inc. 58238

N2 Auto Race Inc. 57191

OMAC USA Inc. 61061

Omix 50027

ONLTCO Products Warehouse 57216

ORZ GmbH & Co. 61189

Overland Eagle 58243

Overland Vehicle Systems 61171

Papp Plastics & Distributing Ltd. 57043

Paramount Automotive 56021

Pareto Point Industries 57021

Parkit360 Inc. 60213

Patriot Liner 57009

Pelican Products 60163

The Perfect Bungee & ShockStrap Tie Downs 57019

Pittman Outdoors 57073

PMF Suspension 60095

POP & LOCK 56027

Powerful 4x4 HuaDian 60131

ProTech Industries Inc. 58237

PullRite Towing Systems 57147

Puma Defenders 61199

Putco 58119

Qingdao Hairunkaiyuan Auto Parts Co. Ltd. 12183

Quake LED-Freak Show Builds 60197

Radflo Suspension Technology 57123

Rampage 50027

Ranch, ATC, Jason, Venturous, LoadMaster 58129

RANDYS Worldwide 57169

RealTruck 50027

REDARC 59173

Retrax 50027

Rhino Linings Corp. 57109

Rigid Industries 58085

RinseKit 58217

RoadWorks 50027

ROCKALU 57236

Rock Slide Engineering 57061

Rogue Van Co. 58231

Roll-N-Lock 50027

RubberShox 57232

RucRak Inc. 56255

Rugged Ridge 50027

Rugged Liner 50027

RYD Motorsports 59197

Saber Offroad 57248

Sandy Vans 59260

Sanooer Co. Ltd. 59018

Scorpion Protective Coatings Inc. 55217

SEALIGHT 61253

Shanghai Jinli Special Rope Co. Ltd. 61185

Shanghai Junch Industries Development Co. Ltd. 11553

Shanghai Lantsun Auto Parts Co. Ltd. 11217

Shenzhen Aurora Technology Ltd. 12450

Skyjacker Suspensions 58069

Sloggn Gear Co. 58236

SNO Trailers 61247

Spark Lines Inc. 56195

Spray On Bedliner Depot 56249

Stampede 50027

Steelcraft Automotive 56137

STEER SMARTS 57227

Steinjäger Inc. 58031

Superlift 50027

Supreme Suspensions 57163

Surco Products Inc. 56043

Tackle Tuff 57214

Taiwan Dihshiang Ent Co. Ltd. 58262

Talway Electric Co. Ltd. 60235

3D U Ace 55185

3W Auto Accessory Inc. 58205

Thule 55233

Ticar Industrial Ltd. 58017

Timbren Industries 57119

TITAN Fuel Tanks 58036

Tonneau Buddy 60198

Tonno Pro 50027

Torklift 57212

Totron Co. Ltd. 61226

TowSmart Custom 12273

Trailer Valet 60101

TRAIL FX 57051

Transfer Flow Inc. 56033

TRE 4X4 Productions 57205

TRIMAX LOCKS 56185

TRIM-LOK Inc. 59022

Triple-R Lights 58213

Truck Covers USA 57141

Truck N Cover 61095

Truxedo 50027

Turtleback Trailers 57233

TYRI Lights 57135

UnderCover 50027

UNOFFICIAL USE ONLY 61213

Uriah Products LLC 58016

USA Diesel 11442

USA Osomemall Inc. 60205

Vanguard Off-Road 55177

Van Windows Direct 57259

Vicoffroad 60241

WAAG (Guangzhou) Ltd. 58011

Walker Evans Enterprise 60169

WeatherTech 55075

Weigh Safe 56199

Wenling Haifeng Differential Gear Co. Ltd. 12782

Wenzhou Dongjinlong Safety Equipment Co. Ltd. 56253

Wenzhou Noble Auto Parts Co. Ltd. 58264

Westin/Superwinch 55051

Whelen Engineering Co. Inc. 61119

WildLand International Inc. 61205

Wildtop Truck Caps 72007

WINBO-DONGJIAN 61069

WINCAR OFF-ROAD 58248

Winnebago 61135

Xcalliber 58013

Yuyao City Yurui Electrical Appliance Co. Ltd. 57016

Zero Breeze 59008

Zhejiang Bezos Outdoor Equipment Co. Ltd. 57253

Zhejiang Hongli (A/List) Tools Co. Ltd. 11544

Zhihui Metal Industrial Co. Ltd. 12984

 

NEW PRODUCTS PREVIEW

Flowmaster FlowFX Cat-Back Exhaust for '22–'23 Tundra 3.5L

This Flowmaster FlowFX Cat-Back Exhaust System for the '22–'23 Toyota Tundra trucks with the 3.5L engine is manufactured using durable 409 stainless steel throughout and features dual 2.50-in. mandrel-bent pipes for better exhaust gas flow, and a FlowFX "straight-through" muffler is used for an aggressive to moderate sound level and maximum performance. This system exits out both sides, behind the rear wheels, with dual 4.00-in. black ceramic tips for added style and a custom look. The system uses all the existing factory hanger locations and is backed by Flowmaster's lifetime limited warranty.

holley.com/flowmaster

Sawtooth Industries Expandable Tonneau

The Sawtooth Tonneau is a groundbreaking and patented expandable truck bed cover designed to provide consumers with unmatched flexibility and utility. The stretchability of the Sawtooth tonneau cover offers a unique solution for a variety of situations, enabling customers to load more, haul more and do more. This expandable tonneau cover is a game-changer in the industry, providing an innovative alternative to traditional "flat-only" tonneaus. Sawtooth, a SEMA Launch Pad finalist, specializes in innovative automotive cargo management solutions.

sawtooth.com

Overland Vehicle Systems Discovery Truck Bed Rack

Overland Vehicle Systems' new universal-fit midsize truck application is designed to be a direct bolt-on bed rack. Featuring square tubing that can be set up to accommodate many mounting brackets, T-slots, and other cargo management gear to take on the trail, the Discovery Rack's open-bed design has plenty of capacity to support about everything you want to put on it. Quick and easy installation gives you the ability to carry all the gear you need for a successful trip.

overlandvehiclesystems.com

Superlift 3- to 4-in. Lift System for '21–'23 Broncos

This kit features FOX 2.5 Performance Elite series coilovers with dual-speed compression adjusters front and rear. Manufactured with aluminum bodies, 7/8-in. chrome shafts and compression adjusters, which allow easy tuning of high- and low-speed
compression valving to cater to your driving style.

superlift.com

Kleinn Air Horns Train Horn & Onboard Air System for '20–'24 GM 2500HDs/3500HDs

The Beast Model 230 horn features reinforced high-impact ABS trumpets with all-metal bases and a high-output VX6003 all-brass solenoid. The horns measure 17.5, 14.5 and 11.5 in. in length and produce an incredible 153.3 decibels of real train horn sound. The 6350RC is a fully submersible waterproof air compressor rated at 150 psi and 100% duty-cycle.

kleinn.com

Hellwig Products Front Sway Bar for '22+ F-150 Lightning

Hellwig Suspension Products' new front sway bar for '22-and-newer Ford Lightning trucks improves stability and comfort for daily driving and while towing. Its solid heat-treated chromoly steel construction offers increased stiffness over factory sway bars, resulting in better handling, comfort and safety for everyday driving and heavy towing applications.

hellwigproducts.com

Ironman 4x4 Uber Lite Rooftop Tent

The Uber Lite Rooftop Tent is an option for campers who prioritize mobility, convenience and comfort. Its lightweight aluminum slat base and frame make it easy to carry, install and setup with a total weight of only 104 lbs. Ideal for smaller CUVs/SUVs that may not have the capacity to carry heavier rooftop tents. Features a 93x 47-in. mattress and made with high-density foam that is 1-in. thick. With a total open height of 39 in., there's plenty of headroom for sitting up and relaxing.

ironman4x4.com

Warn Industries HD Electric Hoists

Available in 800-lb. (363 kg) and 1,000-lb. (454 kg) capacities, the DC800 and DC1000 hoists can be used on everything from work truck cranes to the back of large overlanding rigs that need a hoist to lift their large spare tires into place. The new DC-powered hoists are equipped with powerful 12- or 24-volt permanent magnet motors, and the reliable all-metal three-stage planetary gear train is smooth, quiet and super-durable.

warn.com

 

Truck and Off-Road Market Trends

Truck and Off-Road Market Trends

Small Trucks Log Sales Gains, Larger Pickups Lag; Classic Trucks Surge in Popularity;

Consumer trends and preferences may change over time, but in the automotive sphere, pickups never really fall out of fashion. They're the ideal multipurpose vehicles that function equally as daily commuters, job-site workhorses or recreational trail toys. For sheer versatility, nothing compares to them, and that's probably why the bestselling vehicle in the United States for more than 40 years in a row has been a pickup.


››› Overlanding continues to be a bright spot for the off-road/backcountry lifestyle market, with the number of vehicles serving as build platforms running the gamut from Jeeps and Toyotas to HD diesel pickups and Mercedes Sprinter vans. Courtesy Winnebago

More than half of all vehicles on the road in the United States are either a pickup, an SUV or a crossover CUV. According to the most recent issue of "SEMA Future Trends," the light-truck segment—which includes pickups, vans, SUVs and CUVs—is forecast to account for close to 80% of all new-vehicle sales by 2027, with pickups alone making up nearly 50% of all new vehicles sold.

Healthy truck and SUV sales generally augur well for the automotive aftermarket. Parts and accessories for pickups alone account for 31% of specialty equipment sales, according to the latest "SEMA Pickup Accessorization Report," with $16 billion in annual sales. Throw in SUVs, crossovers and vans, and that sales number grows to more than $30 billion yearly. More than half of all late-model pickups on the road have been modified with specialty-equipment parts, with HD models more likely to receive upgrades, and more than a quarter of pickup drivers purchase aftermarket equipment for their trucks each year.

While consumer demand for late-model truck parts remains high, new-truck sales—like new-car sales overall—faced tough sledding in 2022. The combination of persistent semiconductor shortages, COVID-related supply disruptions, spikes in fuel prices for much of the year, and low inventory on dealer lots combined to make new trucks more difficult to obtain and more expensive to operate. While eight of the top-selling vehicles sold in the United States were either pickups or SUVs, nearly all posted sales declines in 2022 over the previous year. Ford's F-150 was again the nation's best-selling vehicle but reported sales of 653,000 units, which marked a 10% decline over 2021. Among the top 10, the RAM 1500, Toyota Highlander and Jeep Grand Cherokee all posted double-digit declines, with the Tesla Model Y compact SUV the only top 10 vehicle to log a year-over-year (YOY) sales increase with an impressive 40% YOY gain.

There were still some bright spots. The Ford Bronco, in its first full calendar year on the market, reported 117,000 units sold, a 233% increase over 2021. Similarly, the Ford Maverick compact pickup, also in its first year on the market, logged a whopping 687% sales increase from 2021. Additionally, the midsize Chevrolet Colorado logged a 22% sales increase, and the Jeep Compass compact SUV reported a 14% gain for 2022. Noticing a trend here?

While CUVs continue to gain overall market share in the sector, smaller trucks and compact SUVs are seeing a resurgence in popularity, perhaps reflecting higher fuel costs. Midsize trucks accounted for only 15% of U.S. pickup sales in 2015 but have gained ground since then and are forecast to comprise 30% of U.S. pickup sales by 2025.

But in any event, consumer demand for trucks remains high, and if consumers can't find them new, they'll buy them used. According to a January 2023 survey of three-year-old used cars conducted by iSeeCars, eight of the top 10 most used vehicles purchased last year were either a truck, an SUV or a crossover, with F-150, Silverado 1500 and RAM 1500 leading the pack. Depreciation rates plummeted by more than half from 2020 to 2022, according to a report from Wards Auto, suggesting future high resale values for many models.

For this article, we consulted several industry leaders for their perspectives on the overall state of the marketplace. What follows is a summation of their views.


››› The Jeep Recon EV aims to compete against the Ford Bronco Sport in the compact off-road segment. Courtesy Jeep/Stellantis

The State of the Market

Overall, the members of our industry panel were generally upbeat about the current condition of the marketplace, with some notable caveats. Specifically, the microchip shortage that has repeatedly sidelined production at OE assembly plants in recent years has exerted a ripple effect on the specialty-equipment market.

"Right now, it's very difficult trying to get vehicles," said Karl Harr, director of sales and marketing for Liquid Spring. "That's probably been the biggest issue that we've had—just getting the truck or chassis to build on. Clients have been waiting up to a year for a vehicle."

"We're seeing low inventory at dealerships," said Rachel Deere, outside sales—light-truck products for Merritt Products, "so it's a little bit slower just trying to get some of our accessories to our dealers."

"We also had an issue getting new vehicles," said Mike Hallmark, marketing and international sales manager for Hellwig Products, "but with production picking back up, we're seeing more brand-new '23s on the lots."

While the limited supply of the late-model trucks continues to pose difficulties, the old-school classic-truck market, by contrast, has seen a surge in popularity in recent years.

"It's booming," said Jay McFarland, director of business development for Holley, who also noted that the number of build platforms in the 'classic-truck' segment continues to expand. "The '67–'72 Chevrolet/GMC trucks have always been really popular, but it seems like there's a shift going on to the square-body '73–'87 trucks, and now, even the '88–'98s. I've seen the values of those trucks just skyrocket lately."

D. Brian Smith, marketing copywriter for Classic Industries, concurred. "I don't know that we've seen the boom as big for classic trucks for so long. We've been supporting the '73–'87 trucks for at least 10 years now, and similarly for the '88–'98 trucks, so we were already had our foot in that market before interest grew. But we've definitely seen a major uptick in interest and sales."

At the grassroots shop level, what are enthusiasts building?

"The '90s vibe is coming back," said Theresa Contreras, president of LGE-CTS Motorsports at a recent SEMA Education seminar. "We're seeing a lot of the '90s Chevy trucks, and all the phone calls I've been getting lately from customers are saying 'I want to bag and body-drop my truck'."

"It's come full circle to the point that vehicles that were in the early '90s are on their third owner now, and the ones that weren't modified are now coming back," added Sean Holman, co-host of "The Truck Show" podcast. For veteran builders, "If you wait long enough and things become popular again, you might be the only person who can service the vehicle if you've done that in the past."

According to Matt Dinelli, owner of Attitude Performance, modern-day truck builds seem to fall into one of two categories: mild or massive. "What we're seeing at our shop right now," he says, "is either a basic lift and 35-in. tires, no matter what the platform is, or an absolutely over-the-top, astronomical, down-to-the-frame, motor swap, 1-ton axles and coilovers. Our jobs are either small lift kits and leveling kits, or stuff that's at the shop for six months. There's not really a middle ground anymore."

As the segment expands and more newbies enter the accessorization space, hands-on education at the shop and retail level becomes an important part of customer outreach. "One of our biggest sales tactics is to educate people about the product that they want to purchase and let them make the choice on which brand they end up going with," said Contreras. "Whenever something leaves our shop, one of our salespeople will go over the vehicle and show the owner how to disconnect the sway bars or how to engage four-wheel drive. There are a lot of people who just don't know."

All of our sources stressed the importance of maintaining a robust multi-platform digital media presence, with Instagram and YouTube most commonly cited as generating the most user engagement. "Right now, it's people going on social and just trying to find a very specific thing for their truck," said Stewart Webb, vice president of marketing at PRYNT Digital. "If you can post whatever you're building and do it consistently, you're able to speak to a broader audience and able to bring in more customers as well."

Targeted search is another viable outreach tool for manufacturers looking to connect with a niche buyer demographic. "We do quite a bit of Google search," said Cort Charles, western regional sales manager for Auto Meter. "When we're trying to push specific product lines, we have a lot of targeted ads that are in place. Because some of our newer products are platform-specific and vehicle-specific, it allows us to hone in on a specific group."


››› The retro-styled Volkswagen ID. Buzz offers an intriguing potential overland build platform with a particular appeal to younger Millennial and Gen Z buyers.Courtesy Volkswagen AG

Overlanding: Still Trending Upward

Nearly all of our experts agreed that the future of overlanding—which has gone from a fringe marketplace to a major industry player in slightly more than a decade—continues to look bright.

"That's where we have seen a lot of growth," said Harr. "We do a lot of what we call the 'habitat builds' on the Ford F-550 and RAM 5500, and now it's pushed us into the smaller truck market in the overland space. Right now, we're also looking at developing product for Mercedes Sprinters and the Ford Transit."

"I don't think we've hit the plateau yet," said Steven Shearer, senior marketing manager, communications for Toyo Tire. "There are still manufacturers in the aftermarket space creating product to support that market, and the OE manufacturers are still creating vehicles that are specific to that segment."

While overlanders, in the aggregate, tend to be older and more affluent than other automotive consumer bases, several of our experts saw growth opportunity among a younger demographic.

"For the foreseeable future, there will still be upward growth, especially among the younger generation that's big on traveling outdoors," said Hannah DeWeese, brand leader for Terra Rover. "Some of these people are adopting it as a new hobby, so it will just keep going as the years go by.

"Our primary target market is Gen X and Millennials," DeWeese continued. "People who have established incomes that allow them to invest in a nicer trailer for longer trips. They might also have kids, so they're looking for something bigger. That's who we're targeting."

Some of our experts pointed toward all-wheel-drive crossovers as a future growth segment, particularly to younger "weekend warrior" enthusiasts with limited build budgets.

"RAV4 adventurers seem to be the newest entry," Holman noted. "I've seen so many of those things out in places they shouldn't be." Contreras similarly mentioned Kia SUVs such as the Telluride as a source of potential new aftermarket sales. "We get a ton of customer calls because we do stuff with Kia," she says.

Companies that previously hadn't catered to the overlanding market have taken notice of the segment's resiliency and are adjusting their business models accordingly.

"We started in the heavy-duty commercial world," said Rachel Deere. "We've been in the accessories world for years and years, with heavy-duty products, but a lot of our products—ladder racks, headache racks and side boxes—are applicable to overlanding, so in the next year or so, we're going to be launching new products for that market."

"Bed accessories are huge right now," Holman agreed, "and cargo systems such as racks, slides, and things to support rooftop tents and light bars."

"We're seeing a slowdown on the side of rooftop tent sales," Contreras observes, "but the rack systems and multipurpose cargo stuff that make your vehicle more versatile for everything that you do is becoming way more popular, especially for people who want to use the truck for work."

DeWeese sees additional growth opportunities among the traditional "outdoor lifestyle" sector of recreationalists.

"Another market that hasn't been mentioned, which we would look to capitalize on, would be the hunting or outdoor sector—people who aren't just traveling for leisure, but who are going to do something specific. They need storage, and they may need a trailer to be able to get there."


››› Long anticipated, the Chevrolet Silverado EV enters the market with a claimed range of 400 mi. and a tow capacity of up to 20,000 lbs., depending on trim level. Courtesy Chevrolet

The Outlook Ahead

Several of our experts expressed concerns about fuel prices and rising interest rates as continued hindrances to growth.

"Inflation is going to be one of the biggest things," said Deere, "so we're probably looking at a little less [consumer] spending."

The trend toward electrification was cited by several experts as both a potential short-term challenge and a promising long-term opportunity.

"We are broadening our offerings and going into EV platforms," said Hallmark. "We just released a sway bar for the Tesla Model 3 and Model Y, and we're looking at the Rivian and any other electric platforms that are there. We're releasing a front swaybar for the F-150 Lightning as well, so we're trying to stay ahead of the curve for the adaptations and changes that are coming to the market with EVs."

On the other hand, electric drivetrains raise compatibility issues for certain specialty-equipment manufacturers, as Auto Meter's Charles explains: "When you talk about our instrumentation, unless there's some additional data that their computer is not going to provide, it's going to be tough for us to find a way to get in there and be a part of it."

Still, the consensus among our experts was that ICE engines would continue to be the powertrain of choice for the vast majority of truck and SUV owners for the foreseeable future.

"You can't run the Baja 1000 on an electric vehicle," said Ben Anderson, product development manager for Mickey Thompson Tires & Wheels. "Gas vehicles are going to be around for quite a while—in the United States, anyway."

"As far as the growth of the industry goes, people are still going to want their accessories," Deere said. "People really do like that and they like their vehicles, so they're always looking at the opportunity to upgrade."

ADAS AND ACCESSORIZATION

ADAS AND ACCESSORIZATION

Designing and Installing Products to Ensure ADAS Compatibility


››› Exterior modifications such as aftermarket bumpers, valences, or even a simple vinyl wrap can degrade ADAS's ability to "see" through it, so sensor location needs to be taken into account before the installation takes place.

In a past issue of SEMA News, we reviewed a SEMA Education seminar that discussed the challenges and opportunities posed to the specialty-equipment market by the proliferation of advanced driver assistance systems (ADAS) on OE vehicles ("ADAS and The Art of Vehicle Customization," May 2022). In the article, we discussed the proper procedures to follow when lifting or lowering a vehicle. This article now takes a look at a follow-up session, "Modding Vehicles With ADAS," which aimed to provide insight for designers and manufacturers of exterior dress-up and bolt-on components who want to make sure their products are ADAS-compatible.

Hosted by Nick Dominato, senior vice president of product for Repairify, the session reviewed some basic ADAS features and what companies need to keep in mind when designing their products to work with ADAS, what restylers should know when installing them, and to ensure proper recalibration of those systems once installation is complete.

Working With Body Kits and Accessories

For this seminar, Dominato chose to focus on ADAS' park sensors and front and rear (blind spot) radar sensors—"areas where we typically add a front fascia, a grille guard or a front or rear bumper," he explains. This type of modification "typically doesn't affect the camera, but it does affect the park sensors and the radar sensors that are located behind the bumper."

Start with park sensors. According to Dominato, they are very susceptible to blockages. "Park sensors are typically not located behind the bumper, so if you don't put anything directly in front of them, they'll generally be fine."

The key components for accessorizers, then, are the radar sensors. These are
typically located either behind the bumpers, behind the grille or embedded in the taillight housings. As engineered, the sensors do have the ability to "see through" the factory plastic bumpers, but the bumper covers do affect the operation of the radar systems. Specifically, the sensors are designed to work with the OE bumper's outer fascia.


››› Metal objects that protrude a distance from the vehicle, such as a brush guard or winch bumper, present their own set of challenges, and designers and installers need to take the sensors' operating angles into consideration when R&D'ing exterior bolt-ons so as to minimize sensor interference.

How Modifications Affect ADAS

In short, placing something in front of the radar will affect the sensor in three ways:

Power Loss: "Automakers generally accept about a 10% reduction in range when they put a bumper cover in front of that radar sensor," Dominato said, and sensors are designed with that level of imperfection in mind.

Sensitivity Loss: Installing a body panel in front of the radar is going to create "noise" and interference that will reduce the sensitivity of the sensor on the margin. In terms of its ability to detect road objects, "that giant dump truck in front of you that weighs 15,000 lbs. won't matter," Dominato said, "We have to think on the margins—that marginal object with a smaller radar cross-section, that's going to be what's affected."

Wave Distortions: This can be affected by the shape of the bumper cover. A concave or other angular-shaped fascia, for instance, can distort the radar wave. "When the radar passes through plastic or metal, it will actually change the wave of the radar sensor if the bumper cover is angled because it changes the shape of the radar wave," Dominato explained. This can cause radar to "read" an object as being slightly to the left or right of its actual location.

Another key element: Radar performance can be degraded without launching an error code or engaging a dash light. "Just because adaptive cruise control works because it can 'see' that dump truck a hundred meters ahead, it doesn't mean it's going to work on the that marginal object." This could be a pedestrian exiting the curb or cyclist in a bike lane, both of which possess a much smaller cross-section for the radar system to identify."

The "Magic Area" and How to Work With It

When integrating aftermarket fascias, bumpers and exterior bolt-ons with ADAS systems, an important thing to take into consideration is the so-called "magic area" known as the radar projection area, i.e., the origin point of the radar signal. Manufacturers typically design their ADAS radar systems with an initial projection area of approximately 12x12 in. with the realization that the projection area increases as the radar signal emanates outward from the vehicle.

Starting with plastic components such as front fascias or bumpers, the key for aftermarket manufacturers is to design their products as close to identical to OE spec for material composition, thickness and curvature within the radar projection area. "You want to mimic the OEM bumper cover as best you can within that 12x12 projection area," Dominato recommended.

Metal components such as grille guards and winch bumpers pose a different challenge, and Dominato suggested the following steps: "The first thing to do is find out where the radar sensor is," which sounds easy enough until you realize there's no industry standardization for this, and that sensor location will vary by manufacturer.

"Sometimes it will be behind the emblem, or slightly offset from the emblem, and sometimes it's on the lower portion of the grille, and sometimes, as is the case with the Ford F-150, it's offset much lower to one side or the other," Dominato observed.

Next, apply the same "12x12" principle to the winch bumper as you would with a plastic fascia, with the aim of being as precise as possible in your measurements. "The OE manufacturers do not allow any sanding, filling, primer, welding or repair work at all within that radar projection area," Dominato emphasized. "So if plastic welding and Bondo aren't allowed within that radar area, imagine what happens when you place a piece of metal in front of it. It's going to cause a ton of interference."

 

Restyling & Car Care Accessories

As of August 15, 2023

ABM International Inc. 12724

Adam's Polishes 51281

Aeolus Industrial 12145

Alea Leather 51125

All-Fit Automotive 52072

American Modified 12545

American Standard Window Film 52107

Angel-GUARD Products Inc. 51053

Angelwax Inc. 54163

Anhui Glossonly Auto Products Co. Ltd. 12762

Apollo Window Film 12971

Arksci Technologies LLC 12161

Audly Car Accessories Co. Ltd. 12367

Auto Addict USA 12173

Autocap North America 51267

Autofiber 51169

Avery Dennison 52119

AZUTO 52278

B&B Blending 50127

BDK USA Inc. 50119

Bling Sauce World Class Care Products 12827

BLVD-LPF 53082

Braun Brush Co. 54169

Buff and Shine Manufacturing 51155

California Car Duster 54143

CalTrend Seat Covers-Robbins Auto Top-GAHH-E-Z On Auto Tops 54131

CarCandy Automotive Detail Products 12929

CarCapsule USA 54051

CARIGHT Tint & Wrap Tools Manufacturing Ltd. 52266

Ceramic Pro 52095

CFC FILMS INC. 12565

Changchun Zi Xin Auto Supplies Co. Ltd. 12641

Changzhou Bona Vehicle Parts Co. Ltd. 11350

Changzhou Desai Vehicle Accessories Co. Ltd. 12851

Changzhou Pengxiang Automobile Decoration Factory 54215

Changzhou Wenye Auto Lamp Co. Ltd. 12918

Changzhou Xinkai Auto Parts Co., Ltd 12131

Changzhou Yuhang Auto Parts Co. Ltd. 12952

CHEERMO Films 12925

Chongqing Film One Sister Brand Management Co. Ltd. 11323

CleanyKorea Co. Ltd. 12748

ClearPro 11439

CMST Tuning–Carbon Fiber 12727

Coast to Coast International (CCI) 54063

COATING FARM CERAMICS 12475

Colourlock 54253

Concept Chemicals & Coatings Ltd. 12763

CONCO America 12553

Conergies Zhejiang New Material Technology Co. Ltd. 12442

CoolVu Auto Spa 52272

Coplus Inc. 12737

CovrGard 13049

CPI 0260 Supply 12121

Creathome Inc. 51277

Cynosura International Co. Ltd. 52276

Danyang Jinfeng Vehicle Technology Co. Ltd. 12345

Danyang Simai Auto Parts Co. Ltd. 12648

Dash Designs Inc. 51055

Dawn Enterprises Inc. 52056

DC Safety Sales Co. Inc. 52052

Detail Guardz (Operated Under Nordica Plastics Ltd.) 51257

Detail Radius 12625

Diamond ProTech 12343

Dongsai (China) Car-styling Co. Ltd. 12326

DR. COLORCHIP CORP. 52082

DryceNation 12127

Dry Ice Energy 12852

DuraSlic 52263

Dynabrade 12517

Eagle Enterprises Inc. 52108

Eastman Performance Films LLC 52051

ECP Inc. 51079

Energizer Holdings Inc. 50273

Eureka Leather 12428

EVOLV 50263

ExoShield 51119

FariCars 50255

Fenyang Dingxin Films Technology Co. Ltd. 12659

Filink/Clif Designs 51063

Fireball Co. Ltd. 12937

FlexiShield 51091

Flex Power Tools 51131

Flink International Co. Ltd. 11451

FM Co. Ltd. 12422

Foshan Yuxi Automobile Technology Co. Ltd. 12249

Fujimi Corp. 52274

Full Throttle Wraps 12231

Fun Lines 51109

Fusion Tools 53271

GD JG Electronic Ltd. 13176

GlasWeld 55214

Gliptone 54073

Global Window Films 50139

GLORY AUTOMOBILE 12768

GreenLight LLC 12964

Griot's Garage 52163

Grit Guard Inc. 54125

GS27 12438

GSUIT 54199

GSWF 52217

Gtechniq 54205

Guangdong Carbonss Tuning Co. Ltd. 12916

Guangdong Carlas Industrial Trade Co. Ltd. 12917

Guangdong Hantai Decoration Material Co. Ltd. 12468

Guangdong New Vision Film Co. Ltd. 55248

Guangzhou Carbins Film Co. Ltd. 11656

Guangzhou Cheyu Auto Technology Co,. Ltd. 12284

Guangzhou DCR Tuning Co. Ltd. 11549

Guangzhou Hongyi Zhiche Technology Co. Ltd. 13163

Guangzhou Huizhongxiuwai New Material Co. Ltd. 12974

Guangzhou Jiaji Automotive Accessories Co. Ltd. 12464

Guangzhou Jin Mai Ke Technology Co. Ltd. 13064

Guangzhou Joesong New Materials Technology Co. Ltd. 12617

Guangzhou Jubao Auto Parts Manufacturing Co. Ltd. 13143

Guangzhou Kaqidun Auto Accessories Co. Ltd. 13155

Guangzhou Laige Auto Parts Co. Ltd. 53086

Guangzhou Nick Automotive Film Co. Ltd. 12749

Guangzhou Smart Cool Plastic Film Co. Ltd. 13137

Guangzhou SunVision New Material Co. Ltd. 12976

Guangzhou Yajiu Composite Co. Ltd. 52267

Guangzhou YOUKISS Trade Co. Ltd. 12549

Guangzhou Youtai Car Accessories Co. Ltd. 12649

Guangzhou Yupeng Auto Parts Co. Ltd. 51221

Guangzhou ZhongTaiHuaXing Window Film Technology 12876

Guangzhou ZSMELL New Materials Technology Co. Ltd. 12920

Hangzhou Ruika Technology Co. Ltd. 12537

HEXIS 52185

HOHO 12444

Honey Combination 13059

Hubei Shine Guys Auto Accessories Co. Ltd. 13159

Huizhou Weika Composites Co. Ltd. 13082

Huntsman Gomet 13077

IGL Coatings 51185

IK SPRAYERS 54219

Inozetek 50235

International Window Film Association 12365

IT'S WIN 12147

Ivios 12427

Jax Wax Car Care Products 54243, 54249

JC Sportline Auto Parts Co. Ltd. 12261

Jiangsu Aerospace Sanyou Technology Co. Ltd. 53079

Jiangsu Biaokai Automotive Technology Co. Ltd. 11326

Jiangxi Kewei Solar Film Co. Ltd. 54147

Jingyi Men 11660

Johnson Window Films Inc. 50051

KAMIKAZE Collection 12673

Katzkin Leather Inc. 50105

KDX America 50159

KFC-TPU Film 12769

KIY Carbon Co. Ltd. 12186

KK Label Zhong Shan Inc. 54101

Koch-Chemie 54259

#LABOCOSMETICA 12239

Lake Country/LC Power Tools 51235

Leather Repair Co. 12325

LEDIN Inc. 12773

LEGEND Paint Protection Film 52271

Luxury Sprinter Seats 12816

Madico Inc. 50083

Malco Automotive/Presta Products 54107

Maxpro Window Films 54153

Maxshine 52197

McLaren Car Care 13073

Mega Racer 13068

Mengzhou Yuxiangyun Auto Electronics Co. Ltd. 12817

MetroVac 54078

MGP Caliper Covers 54067

Microfiber-korea.com 12337

Mimaki USA 12437

MOD.AL GROUP Inc. 24516

MODELLISTA 13017

Monde Industrial Co. Ltd. 13145

M2 Machines 51109

Mutoh America Inc. 50173

NANOSKIN Car Care Products 52083

Nantong NKODA Polyurethane Technology Co. Ltd. 12443

NAR PPF 12255

Nasiol 53253

NiceWrap Inc. 11339

Ningbo Carbest International Trading Co. Ltd. 12968

Ningbo Chenfan Auto Accessories Co. Ltd. 12949

Ningbo Guhang Electronic Technology Co. Ltd. 13153

Ningbo Summer Auto Parts Co. Ltd. 12474

Ningbo WB Auto Accessories Co. Ltd. 13141

Novsight Lighting Technology Inc. 12223

NXTZEN 12653

Odor Medicine/Aerosol Dyes 51083

Onyx Coating GmbH 13172

Opti-Coat 54087

ORAFOL & KPMF 50205

Orexmotorsports 52078

OTOM Car Seat Covers 12155

OYA Carbon Co. Ltd. 12416

Pacific Rim & Trim International 54119

P&S Detail Products 51147

Pan Taiwan Enterprise Co. Ltd. 53090

Paracoat 12872

PDS EQUIPMENT 12637

Po Kai 11446

Poya-Tech Co. Ltd. 12864

Pressure On Demand Systems LLC 52079

PRO PRODUCTS 54235

PRO Cup Challenge 50185

Professional Detailing Products 12948

Profilm 12417

Proje Car Care Products 12230

Project Autoparts_ONYX 12858

Protec Window Film 53083

PURESTAR 54227

Quzhou Longding Auto Parts Co. Ltd. 12716

The Rag Co. 54175

RAGGTOPP/Wolfsteins Pro-Series 52172

Rasco Industries Inc. 12645

Rayno Window Film 12459

RestorFX 54265

Restylers International 52050

Rev Auto Car Care 11255

Revivify Coatings 51261

REVOLVE STEERING 12983

Rhopoint Americas Inc. 12875

Ruff Tuff Products 54079

Ruian City Qianchuan Auto Accessories 51269

Ruian Fairdeal International Trading Co. Ltd. 12849

Ruian Tianlong Trading Co. Ltd. 12317

RUPES S.p.A. 52171

SB3 Coating 51245

SeaSucker 54185

SeatbeltPlanet 54086

SEKISUI S-LEC 54271

Shanghai Ho Chi Technology Co. Ltd. 51217

Sharpline Converting Inc. 51141

Shenzhen Gulin Power Technology Co. Ltd. 13070

Shenzhen Jinfengchi Technology Co. Ltd. 13139

Shenzhen Vinstar Photoelectricity Co. Ltd. 51211

Shenzhen Zeal Optoelectronic Technology Co. Ltd. 51273

Shiniest Industries Inc. 51051

SICAN WINDOW FILM 55168

SlipStream Pro 12877

S.M. Arnold Inc. 54082

SNC Tuning 12859

Solar Gard 50097

Solink International Manufactures Co. Ltd. 52089

SONAX-Premium Car Care 52131

Sourcemost USA Inc. 12359

STEK 52205

Stinger Chemical 51163

Stoner Car Care 51227

Sulameder PPF and Window Film 12953

Suzhou Moxi International Trade Co. Ltd. 12823

Swift Response LLC Flex Seal 50165

Symplex USA 51085

System X 52241

Tai Tsun Co. Ltd. 12819

Taizhou Huangyan Carbo Auto Parts Co. Ltd. 12644

Taizhou Huangyan Maorong Plastic Mould Co. Ltd. 53087

TCJC USA Inc. 13072

Teckwrap 51205

Texas Microfiber Inc. 12765

Thermalblade LLC 51177

3D Products/Hi-Tech Industries 50149

3M 50059

Tianmei Auto Seat Cover Co. Ltd. 53262

Tiger Frontier International Inc. 12470

Tonyin Car Care 12627

Top Design Commercial Inc. 11455

TOPS GmbH 11251

Tornador Tools 51073

TouchUp RX Paint Chip Repair Systems 51279

ToughGuard High Performance Coatings LLC 12462

Trim Illusion Inc. 51191

TWN Industries 52084

ULTRAFIT 13027

Umbrella TPU 12959

UPPF 52229

USHIELD 12453

Veleo International Inc. 12375

VONIXX Car Care Products 12331

Vortex Sprayliners 54057

Vyper Industrial 53263

WABAM 12631

WD-40 Brand 50091

WELLvisors 52168

Wenzhou Anke Auto Accessories Co. Ltd. 12873

Wenzhou Hongyuan Auto Parts Technology Co. Ltd. 12363

Wenzhou Jelin Auto accessories Co. Ltd. 12341

Wenzhou XunYuan Auto Parts Co. Ltd. 12446

Wet Okole Hawaii 54095

Whirlwind Tools Co. Ltd. 52270

Window Film Magazine & PPFMag 52058

Wintech Window Films 50073

Wipe New/Rust-Oleum 50223

WrapCut 54088

WrapGlove/Wastegate 51199

XPEL Inc. 52065

ZEALIO 53088

Zhejiang Burley Tools Co. Ltd. 13161

Zhejiang So-Fine Self-Adhesive Products Co. Ltd. 12139

Zhongshan Aokai Auto Parts Manufacturing Co. Ltd. 52087

 

Serious Business

Serious Business

SEMA Education Builders' Panel
››› The SEMA Education builders panel (left to right): moderator RJ de Vera, TJ Hunt, Bisi Ezerioha, Gabby Downing and Kyle Kuhnhausen.

 

A Real-World Builders' Look at How to Get a Vehicle Project Sponsored

T. J. Hunt has more than two million followers on YouTube. He pioneered automotive influencing and has turned it into a lucrative career. At the 2022 SEMA Show in Las Vegas, he was on a panel during a session entitled "How to Get a Sponsor for Your Next Build."

"You're not going to get sponsored because you're cool," said the president of Hunt and Company, an apparel business he launched. "It's because that company thinks you're going to make them more sales. For a start, you have to see yourself as a salesman for that company."

The session was one of more than 70 educational presentations during the Show that ran last November at the Las Vegas Convention Center. Joining Hunt were RJ de Vera, SEMA vice president of marketing, who moderated the session; Bisi Ezerioha, president of Bisimoto Engineering in Ontario, California; Kyle Kuhnhausen, founder and president of Kuhnhausen Metal Concepts in Creswell, Oregon; and popular content creator and competitor Gabby Downing from Fredericksburg, Virginia.

All the panelists had humble starts. Ezerioha is originally from Nigeria and worked his way up from building a Honda CRX drag car to racing for American Honda. Today, he has relationships with many original equipment manufacturers. Kuhnhausen and Downing both started with Hondas as well, with Kuhnhausen winning the Young Guns category in the 2018 SEMA Battle of the Builders. Downing has driven drift cars, off-road vehicles and started with videos on basic repairs, including oil changes. She recently bought a C5 Corvette and is one of the most popular influencers in the automotive aftermarket.

"These are great examples of people who started building a car and now they have these great businesses," said de Vera. "For us at SEMA, a pillar is the idea of innovation and opportunity. Innovation isn't just about building the business, it's about building yourself."

Inevitably, a first project is going to start in a person's garage and it's going to be self-funded. A build also needs to be chronicled so others can follow the story. Recalling his experience in the Battle of the Builders, Kuhnhausen said, "It takes guts to start a build and put it all on social."

Most first-timers start with what they're given, noted de Vera. Ezerioha's first modification was by accident. He had an '88 Honda CRX HF. He started his car one morning and the exhaust was louder than usual because it was perforated. "It sounded cool, and I liked it," he said. He went to a local Honda dealer and got a quote of $600 to fix it. "I couldn't afford it, so I went to a local muffler shop and they put a Dynomax Ultraflow on my car," he said.

The HF designation for his car stood for high fuel economy, and Ezerioha called that a "blessing in disguise" because it was the lightest CRX made. He got into drag racing and when it came to interacting with people in the pits, Ezerioha did what came naturally. All the other competitors kept to themselves to try to maintain a competitive advantage. But Ezerioha was an open book. He had his sponsors' literature displayed on a table and he interacted with fans. A representative from American Honda noticed Ezerioha's efforts and asked if he would race for the company. "My passion is what allowed me to attract a financial sponsorship," he said.

Downing started with her own CRX. "I had just gotten out of high school and I needed something that was old and affordable, and a Civic was too boring," she said. "It had 18-in. wheels that were way too big and had two big subwoofers in the back. I modded it, I raced it and I rallied it."

Hunt started with a BMW 328, saying, "I did some V6 things to try to make it fast, tuning and springs and taillight tints, just some basic stuff; but that's kind of what cracked the seal for me. Then I got into the forums and trying to figure it all out."

It Starts With Parts

The first step in the sponsorship process is usually parts. Ezerioha's first backing came from SoCal Racing Wheels. "I met with the owner and he was an engineer as well, and we just hit it off," he said. "It taught me early on that relationships are important with sponsorships."

Kuhnhausen was four years into a five-year build and took the car to a local show in Oregon. He met the president of Radium Engineering of Clackamas, Oregon, which makes performance accessories for cars and trucks. "He loved the passion I had and the innovation I was doing on the car, and he said, 'Give me a call and we'll get you whatever you need," said Kuhnhausen.

He continued, "I made the call and about a week later, an unmarked package showed up on my door. I said, 'That's cool, this guy believes in me so much that he's willing to help me amplify my build,' which went on to win the Young Guns division of Battle of the Builders and "kind of got my career going." Today, Kuhnhausen is a Battle of the Builders judge.

All the cars that KMC builds now get Radium parts. "I've got a lot more eyes on what I do to feed business their way, so it's a cool relationship," said Kuhnhausen. "They gave me the early edge and now I can give that back."

Early in her career, Downing got lots of parts sent to her to use in videos. One of her earliest partners was BFGoodrich. When the tire giant first reached out to her, she thought someone was pranking her.

"I have had a hard time understanding my value and believing that I had anything to give back," she said. "When they reached out and believed in me and my value and being different, [they became] someone I wanted to continue to work with."

Hunt was running a Subaru BRZ and sent an email to Subaru parts distributors to introduce himself. "I got lucky because the person who saw the email was 18 and actually a viewer of my channel," said Hunt. "His boss was probably twice his age and had no idea."

Hunt landed a phone call with the boss and explained his presence on YouTube. He explained that if they gave him a store credit on parts, Hunt would do install videos.

"They took a shot in the dark and it was a hit for them," said Hunt. "It opened up that door and showed me how to leverage what I had."

Cashing In

Once a shop or individual is successful, the relationship often organically moves to the next level—financial sponsorships.

Downing said that her first financial sponsor remains a partner today. "They saw what I could do if I had financial assistance," she said. "I'm all about proving myself and making content and showing it."

Kuhnhausen's content has always been based on his build process. "I found a company that I don't have to sell their product because my simply using their product sells their product and that's SendCutSend laser cutting service," he said. "The partners you want to work with are the ones that you would still be working with even if you didn't have a deal."

Hunt's first financial sponsorship came through de Vera when the latter worked in marketing for Meguiar's Inc. Today the wax and polish company is Hunt's longest-standing partner. "You need to know the sponsor's demographic better than your own," he said. "What do they have and not have."

De Vera saw Hunt's reach firsthand at a show that Meguiar's was sponsoring. There was a long line made up primarily of young attendees waiting for as long as two hours for Hunt and company merchandise. Meguiar's was a brand known for appealing to the older hot-rod crowd, not the young drift-car enthusiasts.

When Hunt and de Vera started talking, the former explained that he could deliver that audience to Meguiar's.

"You need to fully understand that you're a salesman, know the demographic, what they're studying, what they're looking for," said Hunt.

Added Downing, "Once I took myself seriously, brands saw that," she said. "I shifted to promoting myself as a business and not a person."

 

NEW PRODUCTS PREVIEW

As of August 15, 2023

Lakewood Bellhousing Bolt Kit for Mopar Gen III to T-56/T-56 Magnum

Lakewood has specialized in safety from the beginning. These Lakewood Bellhousing Bolts are no different. Built from high-strength chromoly steel, then black oxide-coated for a tough, long-lasting finish. This bolt kit provides the necessary fasteners to connect your bellhousing to both the engine (LS or LT) and transmission (T-56 or T-56 Magnum). The entire kit consists of 10.9/Grade 8 bolts, and it's included in purchase of an LK7100K bellhousing.

holley.com

Ranger TruSensor TPMS Tool Kit

With the portable TS58R in hand, technicians will be able to view Sensor Battery Life, Tire Pressure, Broadcast Frequency, Sensor ID, as well as tire location. Its universal interface can relearn all known 315-MHz and 433-MHz sensors, including aftermarket and OE types. The TS58R has four modes for programming new sensors: copy by activation, manual input, auto-create ID (up to five sensors at a time) and copy by OBD. Other essential TPMS service capabilities include Manual Input ID, Duplicate ID, Automatic Create ID, Sensor Position Change, and Modify ID functions.

bendpak.com

Ingersoll-Rand W311 IQV20 1/4-in. Compact Impact Driver

Ingersoll Rand grows its IQV20 system with the W3111 IQV20 1/4-in. Compact Impact Driver. Its brushless motor delivers up to 4,200 in.-lbs. of breakaway torque to quickly complete demanding applications. A compact form factor with 5.2-in. tip-to-tail length and weight under 2.3 lbs. provide excellent control and maneuverability in tight workspaces.

ingersollrand.com

Astro Tools Goliath Ball Joint Service Tool & Master Adapter Set

Astro's latest large forged-alloy C-frame press features industry-leading strength and both a wider opening and longer arms to more easily fit adapters. The set includes all the receiver tubes and removing/installing adapters needed to work on press-fit upper and lower ball joints. It works on 2WD and 4WD domestic and import vehicles through the '20s. It includes information for more than 1,100 applications. All forged adapters and screws are grade-12.9 heat-treated for max durability.

astrotools.com

Beta Tools 12V Multipurpose Portable Starter

Beta Tools' new 12V multipurpose charger uses a starting current of 600 amps and a pickup current of 1,500 amps. The four-cell, LifePo4 battery has a capacity of 25,000 milliamp-hours and protects against polarity reversal, short-circuit, overcurrent, overcharge and overheating. It's supplied with a protective case, cable with starting clamps, USB ports for charging electronic devices, an LED battery charge indicator, USB and USB-C cables, and multifunction LED lighting,

betatoolsusa.com

Bauer 20V Brushless Cordless 1/2-in. Impact Wrench

The Bauer 20V Brushless Cordless 1/2-in. High-Torque Impact Wrench delivers 1000 ft.-lb. of bolt breakaway torque at speeds up to 1,800 rpm to power-off nuts and bolts fast. The three-speed selector operates at 0-700, 0-1,400 and 0-1,800. A built-in LED light provides superior work visibility. Pair up with the Bauer 3 Ah battery pack or greater to deliver more work per charge and more work over the life of the pack.

harborfreight.com

Boxo USA Pro Series 45-in., 11-Drawer Bottom Roll Tool Cabinet

Ideal for the seasoned mechanic, professional technician as well as the homeowner who likes to be organized, each Pro Series toolbox works perfectly with our large choice of tools. They're constructed from strong 18-gauge spot-welded steel with gusset-reinforced corners, full-length beam supports (where applicable) and multiple strategically placed spot welds for long life. Each full-length drawer uses a soft-slide design with an all-steel ball-bearings rated at 100 lbs. per slide. They're available in white with black drawers or black with gray drawers.

boxousa.com

 

TOOLS & EQUIPMENT

As of August 15, 2023

AC Hydraulic A/S 35119

ADAS Aiming 38239

Adenna LLC 35133

Advantage Lifts 38087

AirBoss Air Tools Co. Ltd. 38161

AIRCAT 36135

AirHoseRepairKit.com 35113

AirSept Inc. 36237

AIRVANTAGE TOOLS 36067

Alkota Cleaning Systems 39225

Alpine Bender Machinery 35095

Alsco Uniforms 39223

Amgo Hydraulic Corp. 38139

Anglo American Tools 36118

Anhui Xunchi Tools & Equipment Co. Ltd. 12772

ANSED Diagnostic Solutions 39167

Ansell 37129

APlusLift Car Lift Products 39238

Ascent Systems Inc. 36030

Assembly Tool Specialists Inc. 35241

Atlantic Safety Products Inc. 35067

Atlas Copco Compressors 35071

AUTOBUFF 39043

AUTOLINE PRO 39065

AUTONOMOUS 13173

Badass Workbench 37097

Bad Dog Tools 35043

Baileigh 36073

BendPak/Cool Boss/JackPak 35137

Bend-Tech 38171

Best Guard 38187

Beta Tools 37113

Big Ass Fans 36087

Bissell Commercial/Speedy Sweep 36152

BLM GROUP 38037

Boss Tables 37183

Brush Research Manufacturing 35065

Buddy Load Binder Attachment 12382

Cabinets By Hayley 36117

CARKU Technology Co. Ltd. 37050

CAROSS USA 39173

Cattini Oleopneumatica S.r.l. 36124

Cementex Products Inc. 12182

Champion Pneumatic 35055

CHANNELLOCK Inc. 36055

ChargeDNA 12283

CIC POWERBOX LLC 36231

ClampTite Tools LLC 36066

Cobra/Detroit Torch 36160

Cool-A-Zone 36064

Creaform 35191

The Creative Product Group Inc. 11642

CRIPPA SPA 35175

CTA Tools 35217

DEA WORKY North America Inc. 37141

Dongguan Karlux Precision Machinery Science & Technology Co. Ltd. 11424

Durofix Inc. 37119

Dynabrade 37055

Edwards Manufacturing 36073

Enter Corp. 35033

Epilog Laser 35037

Ernst Manufacturing Inc. 35201

ETA Manufacturing Sdn Bhd 11429

E-XTEQ LLC 38027

Fanttik 37221

FAST PULLER by GUNIWHEEL 36193

FCAR TECH USA LLC 11349

FILCAR 48193

Fireball Tool 37201

Flagro USA Inc. 35223

Flo-Dynamics/Norco Lifting Equipment 36095

Full Spectrum Laser 12482

Fuyang Tongli Industrial Co. Ltd. 38133

Garage Royalty Products Inc. 12483

GARTEC 49192

GEDORE Tools 36240

GrandPaw Tools 39107

Green Air Link Corp. 36200

Greentech Dryers srl 49200

GripEdge Tools 13167

GT Tools 36162

Guang Yang Industrial Works 39077

Guangzhou Palmergrip Metal
Products Co. Ltd. 35115

Guangzhou TAWA Hi Tech Co. Ltd. 35213

GUNIWHEEL LLC 35195

Haas Automation Inc. 36211

Hangzhou Black Box 3D Technology Co. Ltd. 12369

Harbor Freight 38047

HEM INC/HE&M SAW Inc. 36060

Hertz Kompressoren USA 35251

Homak 38017

Horizon Tool Inc. 36206

Huizhou Cartee Electric
& Machinery Co. Ltd. 37248

Huth Ben Pearson International 36032

Industrial Fan Co. 37241

Industrial Gold Air Compressors 35025

Ingersoll Rand 35087

Innova Electronics 38151

Ironclad Performance Wear 12874

iSCAN BY Autoland Scientech 38183

Jeoutay Liu Industrial Co. Ltd. 37237

JM3 Oil Filter Wrench 12663

J.W. Winco Inc. 12083

Kaeser Compressors Inc. 36109

K&L Supply Co. 12244

KATOOL 37231

Kingdom Abrasive Corp. 36216

KNIPEX Tools 36141

KnKut Drill Bits & Cutting Tools 35235

Koken USA 36205

Krebs Brothers 38111

Kukko Quality Tools Inc. 36156

Lang Tools 35107

Last Drop Wrench LLC 36204

Launch Tech USA 38101

LDS Industries LLC 38235

LEDLENSER USA 35237

Levrack LLC 37149

LockNLube 38129

Lokithor 12669

LS Industries 36226

Lyon LLC 39234

Makita USA Inc. 11416

Mastech Innovation Ltd. 12783

MaverickCNC Plasma Tables 37135

Mayhew Tools 35171

Mega Compressor 37213

Millner-Haufen Tool Co. 35163

Milton Industries 37039

Milwaukee Sprayer Mfg. 37217

Mobile Tool Network 36212

Moduline Cabinets 36061

Mohawk Lifts LLC. 36189

Mueller-Kueps LP 35147

Nantong CheliTools Co. Ltd. 36236

NextLED 35239

Ningbo Chima Winch Co. Ltd. 38216

Ningbo Huasheng Air Compressors Co. Ltd. 38249

Ningbo Wuma Electric Appliance Co. Ltd. 11445

Nitrous Keys 35205

Ohio Brush Works 38212

OMER USA Inc. 37047

OmniWallUSA 36181

Panaro USA Inc. 12753

Parker Hannifin 37087

PICHLER Tools 12865

Pollution Control Products Co. 35185

Portacool 35049

Portasol 35233

Powerbuilt and Caterpillar 37155

Power Probe Group 36103

Precision Instruments Inc. 38233

Prologics Europe Ltd. 36232

Proslat 12571

Puffer (Taizhou) Machinery Co. Ltd. 39111

Puma Industries Inc. 39248

Qingdao Toolstar Tools Co. Ltd. 12458

QJT Group 37240

Quantum Machinery Group 38069

RAASM USA Inc. 36158

RAISE3D 37109

Rapid Air Products 36153

Raxwell Industries LLC 39035

Red Kap 36125

Redline Detection 37171

Revopoint Global Inc. 13083

Rhino Tuff Tanks LLC 36112

Rich Honest Machinery & Tools Co. Ltd. 35159

Rodman Drill 35031

ROGO Fastener Co. Inc. 37209

Rotary 36017

Roth North America 36228

Rousseau Métal Inc. 37067

Ryerson Inc. 11678

Safety-Kleen 36039

Sage Oil Vac/Acme Truck Body 39105

SAMSON Corp. 37236

San Antonio Laser 11543

SAS Safety Corp. 35103

Sawblade.com 36020

SEMA Garage: ADAS, Emissions,
Product Development 36007

Serra LightWELD-LightSAFE-LightBOT 38145

SFA Companies Inc. 35077

Shanghai Techway Industrial Co. Ltd. 13175

SHAVIV USA 35117

Shenzhen Southking Technology Co. Ltd. 39101

SHINING 3D Technology Inc. 12353

SILBERTOOL 11322

SK Tools USA LLC 38229

Soartec Industrial Corp. 39075

Socket Straps 36218

Spectro Wire & Cable Inc. 35017

SpringTools 35021

SP Tools USA 36199

Stahlwille Tools LLC 36241

Stand Tools Enterprise Co. Ltd. 35227

Steamericas Inc. 37061

Stertil-Koni USA 37073

Strategic Tools & Equipment Co. 35127

Stratus Auto Equipment 38211

STRINGO Inc. 13158

Strong Hand Tools 38119

Sumake North America 36161

Sunbright Tools Co. Ltd. 36222

SunFire Heaters 35229

Sunmatch Industrial Co. Ltd. 36051

Super Duty Fans 38205

SW Safety Solutions Inc. 13169

T.D. Premier Group LLC 39099

Temco Parts Washers 36234

Teslong 13171

THA HYDRAULICS 37091

Thexton Manufacturing Co. Inc. 35161

Titan, Star Asia USA LLC 38193

TONE TOOLS 39228

TOPDON 38221

Tracked Machines 38199

TRAK Machine Tools 37103

TR Tools LLC/Tite-reach Wrenches 35061

TRULERS 37046

TW Products 36238

TW Tools LLC 39229

Uniweld Products Inc. 35063

URREA Professional Tools 13069

ValvoMax 37249

VESSEL/SP AIR 35153

VIM Tools 38177

Vividia Technologies & Oasis Scientific Inc. 35125

Wallmek Tools 37177

Wera Tools NA Inc. 13168

Werther 36147

Wiha Tools 37189

Wilton 36073

Wuhu Yijing Hardware Tool
Manufactring Co. Ltd. 39103

Wuyi Mingrun industry & Trade Co. Ltd. 39109

Yongkang Lante Industry and Trade Co. Ltd. 12454

Zendex Tool Corp. 36171

Zhejiang Nanpu Pneumatic
Components Co. Ltd. 12282

Zhejiang Refine Wufu Air Tools Co. Ltd. 38236

Zhejiang Rongpeng Air Tools Co. Ltd. 35207

Zhejiang Safemate Automotive
Safety & Emergency 39236

Zhejiang Zhongyou Industry & Trade, Ltd. 39175

Zhuji Danbo Tools Co. Ltd. 38250

Zund America 36221

 

10 Questions for Mike Burns

10 Questions for Mike Burns

10 Question with Mike Burns

 

Mike Burns came to the specialty-equipment market after launching a successful career in finance. A holder of an MBA from the University of Colorado, he has worked as an analyst for energy companies such as ConocoPhilips and as a budget and resource director for the U.S. Air Force. A 2018 SEMA Launch Pad semifinalist, Burns developed his ValvoMax Quick Twist Valve to facilitate easy oil changes without the use of tools. The ValvoMax has sold more than 50,000 units to date, and for his efforts, Burns was named SEMA’s 2022 Gen-III Innovator of the Year at last year’s SEMA Show Industry Awards Banquet. The award recognizes young entrepreneurs (age 40 and under) for their innovations in the specialty-equipment market.

Show Preview spoke with Burns to learn some of his secrets of success. What follows has been edited for clarity and
length.

Show Preview: What’s your latest project? What’s in your garage/driveway/studio?

Mike Burns: Our latest project is a tool for oil filter removal. Others have attempted to solve the problem with an accordion-style device, a puncture device or a filter funnel tool, but these all fall short because they still leave a mess, are difficult to operate or are too expensive.

SP: What was your very first job, and what did you take away from it?

MB: My first real job was at Owasso Lawn Care in Oklahoma. These were long days working in the summer heat with friends from my church, but I learned the virtues of hard work and discipline.

SP: What was the inspiration for the ValvoMax Oil Drain System? How long did it take to devise a working prototype?

MB: I was changing my oil back in 2013 and it spilled in my hands, ran down my arm and poured on my driveway. To make matters worse, I stepped into the used oil pan up to my ankles. Then I had no easy way to transport what oil was remaining to a recycling center. After this horrible experience, I visited every automotive retail shop in my hometown looking for a better solution. But to my surprise, no solution existed. So I hired an automotive engineer, and we came up with a set of drawings. We made a few prototypes and I gave 10 samples to family and friends to test. We iterated several times and about two years later had a workable product.

SP: You were a semifinalist at SEMA Launch Pad. What lesson(s) did you learn from the experience, and how valuable was it in developing your
business?

MB: Launch Pad was a game-changer for me. For the first time, I got my product out into the open where it was exposed to critiques and constructive feedback. As of today, I still talk frequently with the other Launch Pad attendees I met back then.

SP: Describe your first SEMA Show. What do you remember most about it?

MB: My first SEMA Show coincided with being a semi-finalist at the SEMA Launch Pad in 2018, and it was an eye-opening experience. The scale of the Show is simply mind-boggling. I’ve been back to the Show each year since then.

SP: You’ve worked on the finance side for a number of different companies. How much help was that experience when you were first developing a business model for your own company?

MB: I couldn’t have asked for a better background than finance to run my company. At the end of the day, every business comes down to a set of numbers. Flows of money, assets and ideas are all governed by price, and to be successful you must be able to determine the worth of things.

SP: What’s your daily driver, and what do you like most about it?

MB: My daily driver is a Ford F-150. Being the owner of an oil-change products company means that oftentimes your daily driver is the first test vehicle for new product ideas. I can say with confidence that no other vehicle in the state of Texas has had its oil changed as often as my truck!

SP: What does winning the Gen-III Innovator of the Year award mean to you, and to your business?

MB: I was humbled to win the Gen-III Innovator of the Year Award, especially considering those who were also in the running for this award. My friends Alex Kay of RestorFX and Dustin Woolf of Woolfpack Racing, both finalists for the award, were equally deserving. They are both running great companies with cutting-edge products.

SP: For someone who’s thinking of starting their own automotive business, what advice would you offer them?

MB: As Oscar Wilde said, “Be yourself; everyone else is taken.” First, build your education foundation. I believe your degree should be of an analytical nature. Second, think big. Create a vision as to what problem you want to solve. Third, don’t look in the rearview mirror. Fourth, take risks and bet on yourself. Helen Keller wrote, “Life is either a daring adventure or nothing. Security is mostly a superstition.” Finally, persevere against all odds. Calvin Coolidge wrote, “Nothing in the world can take the place of persistence.”

SP: When you’re not working, where will we find you, and what will you be doing?

MB: I am active in my local church and our children’s school. I think it’s important to be involved in the community and give back to others. Aside from being involved in our church and school, I enjoy reading and spending time with family.

NEW PRODUCTS PREVIEW

As of August 15, 2023

Lakewood Bellhousing Bolt Kit for Mopar Gen III to T-56/T-56 Magnum

Lakewood has specialized in safety from the beginning. These Lakewood Bellhousing Bolts are no different. Built from high-strength chromoly steel, then black oxide-coated for a tough, long-lasting finish. This bolt kit provides the necessary fasteners to connect your bellhousing to both the engine (LS or LT) and transmission (T-56 or T-56 Magnum). The entire kit consists of 10.9/Grade 8 bolts, and it's included in purchase of an LK7100K bellhousing.

holley.com

Ranger TruSensor TPMS Tool Kit

With the portable TS58R in hand, technicians will be able to view Sensor Battery Life, Tire Pressure, Broadcast Frequency, Sensor ID, as well as tire location. Its universal interface can relearn all known 315-MHz and 433-MHz sensors, including aftermarket and OE types. The TS58R has four modes for programming new sensors: copy by activation, manual input, auto-create ID (up to five sensors at a time) and copy by OBD. Other essential TPMS service capabilities include Manual Input ID, Duplicate ID, Automatic Create ID, Sensor Position Change, and Modify ID functions.

bendpak.com

Ingersoll-Rand W311 IQV20 1/4-in. Compact Impact Driver

Ingersoll Rand grows its IQV20 system with the W3111 IQV20 1/4-in. Compact Impact Driver. Its brushless motor delivers up to 4,200 in.-lbs. of breakaway torque to quickly complete demanding applications. A compact form factor with 5.2-in. tip-to-tail length and weight under 2.3 lbs. provide excellent control and maneuverability in tight workspaces.

ingersollrand.com

Astro Tools Goliath Ball Joint Service Tool & Master Adapter Set

Astro's latest large forged-alloy C-frame press features industry-leading strength and both a wider opening and longer arms to more easily fit adapters. The set includes all the receiver tubes and removing/installing adapters needed to work on press-fit upper and lower ball joints. It works on 2WD and 4WD domestic and import vehicles through the '20s. It includes information for more than 1,100 applications. All forged adapters and screws are grade-12.9 heat-treated for max durability.

astrotools.com

Beta Tools 12V Multipurpose Portable Starter

Beta Tools' new 12V multipurpose charger uses a starting current of 600 amps and a pickup current of 1,500 amps. The four-cell, LifePo4 battery has a capacity of 25,000 milliamp-hours and protects against polarity reversal, short-circuit, overcurrent, overcharge and overheating. It's supplied with a protective case, cable with starting clamps, USB ports for charging electronic devices, an LED battery charge indicator, USB and USB-C cables, and multifunction LED lighting,

betatoolsusa.com

Bauer 20V Brushless Cordless 1/2-in. Impact Wrench

The Bauer 20V Brushless Cordless 1/2-in. High-Torque Impact Wrench delivers 1000 ft.-lb. of bolt breakaway torque at speeds up to 1,800 rpm to power-off nuts and bolts fast. The three-speed selector operates at 0-700, 0-1,400 and 0-1,800. A built-in LED light provides superior work visibility. Pair up with the Bauer 3 Ah battery pack or greater to deliver more work per charge and more work over the life of the pack.

harborfreight.com

Boxo USA Pro Series 45-in., 11-Drawer Bottom Roll Tool Cabinet

Ideal for the seasoned mechanic, professional technician as well as the homeowner who likes to be organized, each Pro Series toolbox works perfectly with our large choice of tools. They're constructed from strong 18-gauge spot-welded steel with gusset-reinforced corners, full-length beam supports (where applicable) and multiple strategically placed spot welds for long life. Each full-length drawer uses a soft-slide design with an all-steel ball-bearings rated at 100 lbs. per slide. They're available in white with black drawers or black with gray drawers.

boxousa.com

 

TOOLS & EQUIPMENT

As of August 15, 2023

AC Hydraulic A/S 35119

ADAS Aiming 38239

Adenna LLC 35133

Advantage Lifts 38087

AirBoss Air Tools Co. Ltd. 38161

AIRCAT 36135

AirHoseRepairKit.com 35113

AirSept Inc. 36237

AIRVANTAGE TOOLS 36067

Alkota Cleaning Systems 39225

Alpine Bender Machinery 35095

Alsco Uniforms 39223

Amgo Hydraulic Corp. 38139

Anglo American Tools 36118

Anhui Xunchi Tools & Equipment Co. Ltd. 12772

ANSED Diagnostic Solutions 39167

Ansell 37129

APlusLift Car Lift Products 39238

Ascent Systems Inc. 36030

Assembly Tool Specialists Inc. 35241

Atlantic Safety Products Inc. 35067

Atlas Copco Compressors 35071

AUTOBUFF 39043

AUTOLINE PRO 39065

AUTONOMOUS 13173

Badass Workbench 37097

Bad Dog Tools 35043

Baileigh 36073

BendPak/Cool Boss/JackPak 35137

Bend-Tech 38171

Best Guard 38187

Beta Tools 37113

Big Ass Fans 36087

Bissell Commercial/Speedy Sweep 36152

BLM GROUP 38037

Boss Tables 37183

Brush Research Manufacturing 35065

Buddy Load Binder Attachment 12382

Cabinets By Hayley 36117

CARKU Technology Co. Ltd. 37050

CAROSS USA 39173

Cattini Oleopneumatica S.r.l. 36124

Cementex Products Inc. 12182

Champion Pneumatic 35055

CHANNELLOCK Inc. 36055

ChargeDNA 12283

CIC POWERBOX LLC 36231

ClampTite Tools LLC 36066

Cobra/Detroit Torch 36160

Cool-A-Zone 36064

Creaform 35191

The Creative Product Group Inc. 11642

CRIPPA SPA 35175

CTA Tools 35217

DEA WORKY North America Inc. 37141

Dongguan Karlux Precision Machinery Science & Technology Co. Ltd. 11424

Durofix Inc. 37119

Dynabrade 37055

Edwards Manufacturing 36073

Enter Corp. 35033

Epilog Laser 35037

Ernst Manufacturing Inc. 35201

ETA Manufacturing Sdn Bhd 11429

E-XTEQ LLC 38027

Fanttik 37221

FAST PULLER by GUNIWHEEL 36193

FCAR TECH USA LLC 11349

FILCAR 48193

Fireball Tool 37201

Flagro USA Inc. 35223

Flo-Dynamics/Norco Lifting Equipment 36095

Full Spectrum Laser 12482

Fuyang Tongli Industrial Co. Ltd. 38133

Garage Royalty Products Inc. 12483

GARTEC 49192

GEDORE Tools 36240

GrandPaw Tools 39107

Green Air Link Corp. 36200

Greentech Dryers srl 49200

GripEdge Tools 13167

GT Tools 36162

Guang Yang Industrial Works 39077

Guangzhou Palmergrip Metal
Products Co. Ltd. 35115

Guangzhou TAWA Hi Tech Co. Ltd. 35213

GUNIWHEEL LLC 35195

Haas Automation Inc. 36211

Hangzhou Black Box 3D Technology Co. Ltd. 12369

Harbor Freight 38047

HEM INC/HE&M SAW Inc. 36060

Hertz Kompressoren USA 35251

Homak 38017

Horizon Tool Inc. 36206

Huizhou Cartee Electric
& Machinery Co. Ltd. 37248

Huth Ben Pearson International 36032

Industrial Fan Co. 37241

Industrial Gold Air Compressors 35025

Ingersoll Rand 35087

Innova Electronics 38151

Ironclad Performance Wear 12874

iSCAN BY Autoland Scientech 38183

Jeoutay Liu Industrial Co. Ltd. 37237

JM3 Oil Filter Wrench 12663

J.W. Winco Inc. 12083

Kaeser Compressors Inc. 36109

K&L Supply Co. 12244

KATOOL 37231

Kingdom Abrasive Corp. 36216

KNIPEX Tools 36141

KnKut Drill Bits & Cutting Tools 35235

Koken USA 36205

Krebs Brothers 38111

Kukko Quality Tools Inc. 36156

Lang Tools 35107

Last Drop Wrench LLC 36204

Launch Tech USA 38101

LDS Industries LLC 38235

LEDLENSER USA 35237

Levrack LLC 37149

LockNLube 38129

Lokithor 12669

LS Industries 36226

Lyon LLC 39234

Makita USA Inc. 11416

Mastech Innovation Ltd. 12783

MaverickCNC Plasma Tables 37135

Mayhew Tools 35171

Mega Compressor 37213

Millner-Haufen Tool Co. 35163

Milton Industries 37039

Milwaukee Sprayer Mfg. 37217

Mobile Tool Network 36212

Moduline Cabinets 36061

Mohawk Lifts LLC. 36189

Mueller-Kueps LP 35147

Nantong CheliTools Co. Ltd. 36236

NextLED 35239

Ningbo Chima Winch Co. Ltd. 38216

Ningbo Huasheng Air Compressors Co. Ltd. 38249

Ningbo Wuma Electric Appliance Co. Ltd. 11445

Nitrous Keys 35205

Ohio Brush Works 38212

OMER USA Inc. 37047

OmniWallUSA 36181

Panaro USA Inc. 12753

Parker Hannifin 37087

PICHLER Tools 12865

Pollution Control Products Co. 35185

Portacool 35049

Portasol 35233

Powerbuilt and Caterpillar 37155

Power Probe Group 36103

Precision Instruments Inc. 38233

Prologics Europe Ltd. 36232

Proslat 12571

Puffer (Taizhou) Machinery Co. Ltd. 39111

Puma Industries Inc. 39248

Qingdao Toolstar Tools Co. Ltd. 12458

QJT Group 37240

Quantum Machinery Group 38069

RAASM USA Inc. 36158

RAISE3D 37109

Rapid Air Products 36153

Raxwell Industries LLC 39035

Red Kap 36125

Redline Detection 37171

Revopoint Global Inc. 13083

Rhino Tuff Tanks LLC 36112

Rich Honest Machinery & Tools Co. Ltd. 35159

Rodman Drill 35031

ROGO Fastener Co. Inc. 37209

Rotary 36017

Roth North America 36228

Rousseau Métal Inc. 37067

Ryerson Inc. 11678

Safety-Kleen 36039

Sage Oil Vac/Acme Truck Body 39105

SAMSON Corp. 37236

San Antonio Laser 11543

SAS Safety Corp. 35103

Sawblade.com 36020

SEMA Garage: ADAS, Emissions,
Product Development 36007

Serra LightWELD-LightSAFE-LightBOT 38145

SFA Companies Inc. 35077

Shanghai Techway Industrial Co. Ltd. 13175

SHAVIV USA 35117

Shenzhen Southking Technology Co. Ltd. 39101

SHINING 3D Technology Inc. 12353

SILBERTOOL 11322

SK Tools USA LLC 38229

Soartec Industrial Corp. 39075

Socket Straps 36218

Spectro Wire & Cable Inc. 35017

SpringTools 35021

SP Tools USA 36199

Stahlwille Tools LLC 36241

Stand Tools Enterprise Co. Ltd. 35227

Steamericas Inc. 37061

Stertil-Koni USA 37073

Strategic Tools & Equipment Co. 35127

Stratus Auto Equipment 38211

STRINGO Inc. 13158

Strong Hand Tools 38119

Sumake North America 36161

Sunbright Tools Co. Ltd. 36222

SunFire Heaters 35229

Sunmatch Industrial Co. Ltd. 36051

Super Duty Fans 38205

SW Safety Solutions Inc. 13169

T.D. Premier Group LLC 39099

Temco Parts Washers 36234

Teslong 13171

THA HYDRAULICS 37091

Thexton Manufacturing Co. Inc. 35161

Titan, Star Asia USA LLC 38193

TONE TOOLS 39228

TOPDON 38221

Tracked Machines 38199

TRAK Machine Tools 37103

TR Tools LLC/Tite-reach Wrenches 35061

TRULERS 37046

TW Products 36238

TW Tools LLC 39229

Uniweld Products Inc. 35063

URREA Professional Tools 13069

ValvoMax 37249

VESSEL/SP AIR 35153

VIM Tools 38177

Vividia Technologies & Oasis Scientific Inc. 35125

Wallmek Tools 37177

Wera Tools NA Inc. 13168

Werther 36147

Wiha Tools 37189

Wilton 36073

Wuhu Yijing Hardware Tool
Manufactring Co. Ltd. 39103

Wuyi Mingrun industry & Trade Co. Ltd. 39109

Yongkang Lante Industry and Trade Co. Ltd. 12454

Zendex Tool Corp. 36171

Zhejiang Nanpu Pneumatic
Components Co. Ltd. 12282

Zhejiang Refine Wufu Air Tools Co. Ltd. 38236

Zhejiang Rongpeng Air Tools Co. Ltd. 35207

Zhejiang Safemate Automotive
Safety & Emergency 39236

Zhejiang Zhongyou Industry & Trade, Ltd. 39175

Zhuji Danbo Tools Co. Ltd. 38250

Zund America 36221

 

Product Liability: Protecting the Assets of Your Company

Product Liability: Protecting the Assets of Your Company

Having Coverage Isn't Enough. You Must Ensure That Coverage Is Adequate.


››› Product liability insurance is like life insurance for a manufacturing company—you need to know the right questions to ask before purchasing coverage.

For any company or corporate executive team, responding to an unexpected liability-insurance claim is not the time to find out that the business' coverage is inadequate.

"We've had situations where someone was looking and they wish they found us three months ago," said Bob Corwin, senior vice president of Alliant Insurance Services, an insurance consulting and brokerage service based in Irvine, California.

Added Corwin's partner, Franco Ganino, also a senior vice president at Alliant, "The ultimate goal is to provide defense should someone allege that their property has been damaged or they've been injured in some way through the use of your product."

They made these statements during a recent webinar (the video can be viewed at https://learning.sema.org/on-demand-
video) hosted by SEMA's Motorsports Parts Manufacturers Council (MPMC).

Corwin and Ganino explained that Alliant Insurance Services does not sell insurance, but acts as a consultant for SEMA members.

"We're here to make sure SEMA members are protected properly," said Corwin.

Starting with the basics, he and Ganino described product liability insurance as life insurance for a manufacturing company. It will protect a company from financial loss arising out of claims because it transfers the burden from the corporation to the insurance company.

"Product liability is a critical element of transferring risk away from a manufacturer's balance sheet," said Ganino. It will pay for defense costs should there be a need to hire an attorney and will indemnify a third party for damages if needed.

Technically speaking, product liability coverage is a subset of a general liability policy. It can be purchased individually, but most often, it's part of a package. Part of the decision to purchase coverage can include determining that your company doesn't need it. There are three paths a company can take. "You can transfer the risk by buying insurance," said Ganino. "You can avoid the risk by not making the product, and the last one is to assume the risk."

A typical liability policy generally covers a company's aggregate, products/completed, operations aggregate, personal and advertising injury, per occurrence, fire legal liability and medical payment.

Bob Corwin

Franco Ganino

››› Bob Corwin (left), Alliant Insurance Services senior vice president, and Franco Ganino, Alliant Insurance Services senior vice president.

General policy limits start at $1 million with policy limits of $2 million for general aggregate; $2 million for products/completed, operations aggregate; $1 million for personal and advertising injury; $1 million per occurrence; $1 million for fire legal liability; and $5,000 for medical payments.

When it comes to assessing the risks and how much insurance is needed, the overall value of the company's assets and the level of risk based on the products are key considerations. For example, if a company uses a wholesale distributor for its products, the manufacturer will want to be protected if someone buys through the distributor and files a claim.

When shopping for liability insurance, a company should be aware of endorsements that exclude specific parts or uses of products. For example, an insurance policy could be considered to be "full coverage," but it has an endorsement in the fine print for safety equipment or tires. If the company makes either of these two items and there's a claim, there would be no coverage because of the endorsements.

Worldwide coverage is required for companies that do business outside their home country. "If you're going to carry a distribution center in Germany, at that point you need to work with an agent that allows you to have defense in that country's legal system," said Ganino.

Obviously, the goal is to never have to use product liability insurance, but that doesn't mean it shouldn't be taken seriously. A liability policy that isn't tailored to your company and its products won't help when a claim is filed, so do your homework and make sure the broker and the coverage are what your company needs.

"Make sure your agent has oil in his or her DNA," advised Ganino.

BUSINESS SERVICES

As of August 15, 2023

Acima Leasing 12016

Acumatica Cloud ERP 11861

American First Finance 11877

Ascentium Capital 12060

ASCxDetectAuto 12050

Atwix 12069

AutoLeap 11851

AutoPartsClubNation 11645

Autoserve1 12067

Autoshop Solutions 12064

Autotrader Classics 12022

BigCommerce 11231

Bright ENGenuity 11649

BuyAutoParts.com 11746

Caraggio 11817

The Carbon Offset Co. 12073

CardConnect 12054

Car-Part.com 12021

Cinch 11647

Codal 11955

CommercePundit.com 11977

DCi 11716

The Decal Factory 12017

Desperate Enterprises 11920

Easelly 12052

eBay Motors 11827

EBizCharge 11771

ElevatIQ 11976

E-Motive Online 12019

Epicor Software 11951

Everyware 12126

Extreme Canopy 12055

EZ360 Photos Studio, Turntables, and Software 11717

FeedStation 11946

Fifth Third Bank Motorsports Group 11722

Flagpoles By Uncommon USA 11939

Fullbay 11726

Gemstone Cars 12020

GoDaddy 11671

Heat Seal LLC 11653

Heglory Auto Parts 12162

The High Ground of Texas 12023

Hoops & Gears 11979

Impact Canopy 11923

KD KANOPY Inc. 11631

Knobbe Martens 12116

Koble Systems 11744

KUKUI 11873

League-Legacy 12045

Mecka Inc. 12031

Mira Commerce 11965

MMY Automotive Business Systems 12144

My Car App 12150

MyHatGuy 11961

Neonetics Inc. 11639

Northwood University 12164

PartsTech Inc. 11655

PDM Automotive 11847

Performance Plus Global Logistics 11748

Podium 12039

PPM Industries 48199

Promotive 12068

ProThings Apparel 12168

Protractor 12065

RevolutionParts 11617

RFALV 11629

Ridestyler 11921

ROLLBO Engineering 49204

R.O. Writer Shop Management Software 11969

RRM Insurance Services 12160

Rutan & Tucker LLP 12072

Searchalytics 11916

71lbs 11720

ShipStation 12148

Shop Boss 12061

Shop Fix Academy 11967

Shopgenie 11750

Shopmonkey 11661

Sign of the Times 11879

Sisson & Banyas, Attorneys at Law LLC 12042

Sitation 11917

SkuVault 12146

Snap Finance 11919

Solera | Identifix 11867

Southern Illinois Airport/TechPark 12166

Spark Shipping 12049

SpotOn 11621

Steer by Mechanic Advisor 11949

SureCritic 11974

SureDone Inc. 12120

Surf & Turf Instant Shelters Inc. 11943

Synchrony Car Care by Synchrony Financial 12051

Target Freight Management 11823

Tekmetric 11739

360Booth 11777

360 Payments 12066

Torqata Data and Analytics 11973

United Agencies Insurance 11978

United States Postal Service 11839

Uown Leasing 11651

US Professional Funding 11972

Vietnam Homologation Service-TKR Asia LLC 12078

Walmart 11747

Web Shop Manager 12027

West Virginia Department of Tourism 11725

Whiterail Recruits 12048

X-Cart 11627

Smiles For Success

Smiles For Success

Leveraging Amazon to Drive Online Sales

Smiles for Success

It's a popular nostrum that the COVID-19 pandemic provided the accelerant that enabled the explosion in e-commerce sales that continues unextinguished to this day. Cautious consumers under remain-in-place orders stayed away from brick-and-mortar retail outlets in droves, the story goes, and turned to the convenience of the internet as a shopping and purchasing alternative, turning the conventional point-of-sale business model on its head.

There's much truth to the narrative, but in reality, e-commerce sales were already booming before the outbreak of COVID, and have continued to grow exponentially since then, with global sales of some $5.7 trillion in 2022, according to e-commerce giant Shopify. That figure is forecast to top $7.5 trillion in 2025 and $8 trillion in 2026, so the "new normal" of online retailing presents a vast and potential lucrative revenue stream for manufacturers and retailers.

But there are right and wrong ways of conducting e-commerce, and it's not as cut-and-dried as simply setting up an Amazon account, paying a seller's fee, and creating a few product listings—though that can get you started. A recent SEMA Education seminar, "How to Optimize Amazon," took a deeper dive into the subject, with a review of some of the pitfalls companies face when working with Amazon to build their brands and sell their products. Moderated by Vanessa Ruminski, president of SupplyKick, an Indiana-based Amazon wholesaler and consulting firm with specialty-equipment clients that include Dometic, Mothers, Eagle Lights and Lock 'Er Down, the session reviewed several challenges aspiring Amazon sellers may encounter, along with recommended best practices to best take advantage of Amazon's massive customer reach.

Ruminski began by stressing the importance of maintaining a strong presence on Amazon. For starters:

  • 75% of online product searches begin on Amazon.
  • 76% of shoppers on Amazon are brand loyal.
  • Additionally, 40% of U.S. e-commerce sales are spent on Amazon.

Often, however, companies that sell on Amazon may wonder if they're not fully optimizing the power and scale of the site to drive greater brand awareness and consumer loyalty in addition to sales.

At this point, Ruminski paused to review the top five issues that companies may face when addressing these perceived (and often real) shortcomings. These can potentially include:

  1. Selling directly to Amazon via Vendor Central. It sounds simple and straightforward—Amazon sends you regular purchase orders, you ship the product, and Amazon handles the rest. But in truth, it's not always so simple.

    One potential drawback is flexibility in pricing. "You may want to increase pricing from, say, $60 to $100, and your Amazon rep might answer, 'No, we're going to price it at $60.' So sometimes it's not easy to leverage these types of conversations to your advantage," Ruminski notes.

    There is also the issue of chargebacks. "There can be a lot of these," Ruminski continues, "and while the reasonings vary, it really all comes down to lack of ownership and control." The solution? Ruminski recommends upgrading your Amazon account.

    "If you have an Amazon first-party Vendor Central relationship and you want to make a change, switching to three-peer [3P] Seller Central is really the way to go. You can still leverage Prime shipping, you can use FBA [Fulfillment by Amazon], and you can still team up with a single, third-party seller."

  2. Unauthorized Amazon sellers or too many sellers. Ruminski cautions against conflating online sales with traditional brick-and-mortar retail, reminding companies that they follow distinctly different business models. "We all know when selling to brick-and-mortar, more sellers in the old-school way of thinking equals more sales.

    "The issue is, if you're doing that to your Amazon business, you're taking one sale and you're fragmenting it among many, many sellers. So you're not doing any more business—you're doing the same amount. But by spreading it out over a larger group of people, you may incur higher shipping costs on those B2B orders that you're sending."

    Too many sellers can also translate into price inconsistencies, which can inhibit sales and damage your brand.

    How to mitigate this problem? Ruminski suggests "ways such as Amazon Brand Registry, consolidating sellers, consistent monitoring, controlling your distribution and registering your brand."

  3. Inaccurate forecasting and inventory flow. "Say someone wants to purchase your product and it's not there. It's money on the table you can't access, and it drives you crazy," she says. Conversely, "you have so much product, you don't know what to do with it. Then you're incurring fees. Then you're looking at yourself and asking, 'Should I drop the price?'"

    Analyzing and optimizing Amazon logistics should be done on a daily basis, if possible, and investing in either inventory optimization software and/or dedicated employees to monitor inventory is advisable. "In general, the concept of 'set it and forget it' doesn't exist on Amazon."

  • Overspending on Amazon advertising. "Amazon is 'pay-to-play' and advertising is a must," Ruminski notes. The platform offers numerous channels for advertising, but how to navigate these varied platforms to maximize your brand's Amazon presence? To Ruminski, the key is to identify what your advertising objective is at any given time in the business cycle and let that be the determining factor in your decision-making. She also advises constant monitoring and revising of advertising strategies as your business's needs evolve throughout the cycle.
     
  • Lack of brand presence and building trust. Many brands don't succeed on Amazon because they haven't established a brand presence—one that builds a connection with the consumer and converts them at a higher rate than their competitors. The way to overcome this obstacle, Ruminski advises, is by creating a narrative—an online brand identity that tells a story about your products, which builds interest in your brand, and which facilitates a more convenient shopping experience. Tools to deploy to that end can include keywords, targeted messaging, video and photography, setting up an Amazon Storefront or a combination thereof. "[Content] needs to be well designed," she says in closing. A customer is looking for transparency and trust, and you only have seconds to get them
    to convert.

    "It's all about that journey of the customer and making sure that you are consistent and that you're really focused on success," Ruminski says.

Key Performance Indicators should be checked daily
››› Key Performance Indicators should be checked daily, with advertising strategies adjusted accordingly to meet shifts in consumer preferences. As a rule, "set it and forget it" doesn't work with Amazon.

BUSINESS SERVICES

As of August 15, 2023

Acima Leasing 12016

Acumatica Cloud ERP 11861

American First Finance 11877

Ascentium Capital 12060

ASCxDetectAuto 12050

Atwix 12069

AutoLeap 11851

AutoPartsClubNation 11645

Autoserve1 12067

Autoshop Solutions 12064

Autotrader Classics 12022

BigCommerce 11231

Bright ENGenuity 11649

BuyAutoParts.com 11746

Caraggio 11817

The Carbon Offset Co. 12073

CardConnect 12054

Car-Part.com 12021

Cinch 11647

Codal 11955

CommercePundit.com 11977

DCi 11716

The Decal Factory 12017

Desperate Enterprises 11920

Easelly 12052

eBay Motors 11827

EBizCharge 11771

ElevatIQ 11976

E-Motive Online 12019

Epicor Software 11951

Everyware 12126

Extreme Canopy 12055

EZ360 Photos Studio, Turntables, and Software 11717

FeedStation 11946

Fifth Third Bank Motorsports Group 11722

Flagpoles By Uncommon USA 11939

Fullbay 11726

Gemstone Cars 12020

GoDaddy 11671

Heat Seal LLC 11653

Heglory Auto Parts 12162

The High Ground of Texas 12023

Hoops & Gears 11979

Impact Canopy 11923

KD KANOPY Inc. 11631

Knobbe Martens 12116

Koble Systems 11744

KUKUI 11873

League-Legacy 12045

Mecka Inc. 12031

Mira Commerce 11965

MMY Automotive Business Systems 12144

My Car App 12150

MyHatGuy 11961

Neonetics Inc. 11639

Northwood University 12164

PartsTech Inc. 11655

PDM Automotive 11847

Performance Plus Global Logistics 11748

Podium 12039

PPM Industries 48199

Promotive 12068

ProThings Apparel 12168

Protractor 12065

RevolutionParts 11617

RFALV 11629

Ridestyler 11921

ROLLBO Engineering 49204

R.O. Writer Shop Management Software 11969

RRM Insurance Services 12160

Rutan & Tucker LLP 12072

Searchalytics 11916

71lbs 11720

ShipStation 12148

Shop Boss 12061

Shop Fix Academy 11967

Shopgenie 11750

Shopmonkey 11661

Sign of the Times 11879

Sisson & Banyas, Attorneys at Law LLC 12042

Sitation 11917

SkuVault 12146

Snap Finance 11919

Solera | Identifix 11867

Southern Illinois Airport/TechPark 12166

Spark Shipping 12049

SpotOn 11621

Steer by Mechanic Advisor 11949

SureCritic 11974

SureDone Inc. 12120

Surf & Turf Instant Shelters Inc. 11943

Synchrony Car Care by Synchrony Financial 12051

Target Freight Management 11823

Tekmetric 11739

360Booth 11777

360 Payments 12066

Torqata Data and Analytics 11973

United Agencies Insurance 11978

United States Postal Service 11839

Uown Leasing 11651

US Professional Funding 11972

Vietnam Homologation Service-TKR Asia LLC 12078

Walmart 11747

Web Shop Manager 12027

West Virginia Department of Tourism 11725

Whiterail Recruits 12048

X-Cart 11627

SEMA Show Exhibitors Share Their Tips for Success

SEMA Show Exhibitors Share Their Tips for Success


››› An exhibitor's success at the SEMA Show relies on sparking personal interactions with attendees. In this article, returning exhibitors share some proven strategies they used as newcomers and how they will build on them this year.

Whether You're a First-Timer or a Returning Veteran, It's All About the Personal Interaction

››› By Eric Colby

But Fifth Third Bank of Charlotte, North Carolina, is happily returning as an exhibitor for their third consecutive SEMA Show this October 31–November 3 at the Las Vegas Convention Center. The company also signed on again as a sponsor of the reception that precedes the Industry Awards Banquet, Thursday evening, November 2. Their story proves that with the right strategy, every brand can find success at the Show.

"It's a great opportunity, and it helped us align with SEMA and get visibility with the key decision makers in the industry," said David Morton, managing director of motorsports and automotive aftermarket for Fifth Third Bank, which also sponsors cars in NASCAR, Indy Car and NHRA.

"We fully believe we're not just in this to write checks," said Morton. "We want to be immersed in the industry and the community."

Fifth Third Bank, which is also a longtime supporter of the Performance Racing Industry (PRI) association, has sent a team of attendees from a company branch to the SEMA Show for 25 years. The reasons behind stepping up to exhibiting in 2021 were twofold. "I felt like we needed to have a booth to put a stake in the ground to anchor our support for the automotive aftermarket community," said Morton. "Where else can you go in one week and meet so many decision makers and start to build relationships?"

Even with all the visibility provided by outlets like YouTube, TikTok and Instagram, more than 130,000 people—including an estimated 70,000 buyers—chose to be at the 2021 SEMA Show. This made Fifth Third Bank's participation in the Show—the world's largest aftermarket event—more than worthwhile. This year's edition is set to occupy more than a million sq. ft. of space at the LVCC. For exhibitors, this makes the Show an invaluable venue for interacting with thousands of attendees not only from throughout the United States but internationally as well.

"The new people we met, connections with others in the industry, and the information we learned was priceless," Brandon Arpin, chief marketing officer at Valvetronic Designs in Quakertown, Pennsylvania, said after exhibiting at the Show for the first time in 2022. "The first year was an unbelievable experience for anyone on the team."

Added Jake Palladini, brand manager for bushings maker Powerflex USA after exhibiting in 2022 following a nearly decade-long absence, "This [was] my first time exhibiting at a Show meant for other professional customers to come by and see you. I've exhibited at other shows, but they were more geared toward the public and narrowed down to a specific market."


››› FuelTech's unveiling of a new Audi drag car for "Street Outlaws'" Daddy Dave drew plenty of visitors to the red glow of its booth. The company then capitalized on the opportunity for one-on-one conversations. Courtesy FuelTech

Investing in the Future

For Fifth Third Bank, the decision to exhibit in 2021 opened up other avenues to become more involved with the SEMA association as well as the SEMA Show itself. A good example is sponsoring the reception. "If we didn't' exhibit, that wouldn't have been an option," Morton said, adding that the sponsorship reflected a genuine partnership. "It was an idea we had, and they embraced it and put some creative thinking behind it that worked well for us and for them, too."

Like many other SEMA Show attendees, Fifth Third had experience at other shows, but the sheer size of the SEMA trade event can cause even seasoned event veterans to closely examine their goals. "You have many people walking by," said Morton—meaning that coming with a strategy for targeting leads is critical.

In the company's second year of exhibiting, Morton and his team decided to add a large-screen TV to broadcast a video of the Fifth Third story. Think of it as another team member who attracts and filters potential clients.

Fifth Third Bank's goal is to become a business' primary bank and provide strategic advice, access to capital to finance growth. "With NASCAR, we showed all the different companies that we are the primary bank for," said Morton. "We won business from a large product distributor [that we met at SEMA] and got a nice piece of business."

Continuing, he said, "Success is ultimately based on the new relationships we earned through conversations we have at the Show. It might be three months, it might be six months, or two years from now, but being at the Show gave us the opportunity to talk to the owner of a business."

Additionally, Fifth Third is running ads in industry publications and on digital platforms announcing that it will be exhibiting at the Show. When the company is in Las Vegas for the Show, representatives from the bank attend as many events as possible, including the breakfasts and the SEMA PAC event. "You need to be
present and participate in all of it," advised Morton.

Making the Right Noise

After exhibiting for the first time at the SEMA Show in 2022, Valvetronic Designs significantly increased its booth size for this year but is scaling down the number of products on display to make room for more personal interactions.

Valvetronics makes switchable muffling and exhaust systems that let an operator choose when to be loud and proud or when to quiet the situation. When the company started, its first products were for BMW 335s and M3s, and the core audience has been 18- to 35-year-olds. Arpin said a goal of attending the Show is to expand to a broader demographic. Last year, the company had a handful of cars in its booth, but Arpin said the focus this year will be on meeting more people—including both buyers and attendees it can convert into brand ambassadors.

"We're trying to go with a simple approach. We will have a McLaren P1 and an M3, but our goal this year will be meeting a lot of influencers in the industry. We want as much foot traffic and want to talk to as many people as possible."

The company has relationships with many content creators and influencers, but Arpin didn't meet most of them until the 2022 SEMA Show. "It was nice to be there in person with the influencers," he said. "There's a huge benefit of having someone with a million followers posting about being at your booth."

In addition to expanding booth space from last year's 400 sq. ft. to 600 for 2023, Valvetronics has an exhibit design that better lends itself to hosting more people to watch product demonstrations, since the feedback from 2022 indicated that many visitors had stopped at the booth when they saw demos from the show-floor aisles.

Arpin is also an influencer and creator, so he took advantage of meeting people he's communicated with online. One evening after the Show, he and other influencers went to see an EDM artist and exchange ideas and experiences. "Each team member made his or her own connections," said Arpin.

 


››› In 2022, Valvetronics drew visitors with several booth vehicles. This year the company plans to feature fewer cars to enhance its space for more product demonstrations and personal interactions. Courtesy of Valvetronics


››› Fifth Third Bank returns for 2023 as both a Show exhibitor and as a sponsor of the Thursday-evening Industry Awards Banquet reception, proving that all types of businesses can find success at the Show. Courtesy of Powerflex USA

Branching Out

FuelTech is a 20-year-old Brazilian company that makes high-performance ECUs for just about any application imaginable, from cars to off-road trucks and even boats. Last year, FuelTech USA, which distributes throughout this country, exhibited at the SEMA Show for the first time.

"We did PRI for the past five or six years and we thought we had an idea of what we were getting into, but [the SEMA Show] was completely different," said FuelTech USA's sales manager Andre Nunez. "The vastness of it is impressive."

FuelTech is already firmly entrenched in hardcore high-performance niches like no-prep drag racing, the street outlaw world and drifting.

"SEMA gives us the opportunity to access a completely new group of people who aren't hardcore racing and different avenues that we don't get to interact with a lot," said Nunez.

The company's 2022 exhibit unveiled a new Audi drag car for Daddy Dave from the "Street Outlaws" TV show, which drew plenty of visitors. Once they were in the booth, the FuelTech team had the opportunity to tell guests more about the company and its products.

"We got to speak with people about the company itself and what we do," said Nunez. "It gave us a chance to introduce FuelTech to people and how the equipment is being used. We were pretty happy with the way everything developed, but [this year] we'll make our area more friendly to sit-down conversations."

While FuelTech is well-known among serious drag racers, the size of the SEMA Show lets the company expand its reach to what Nunez called the "next circle out from the hardcore racers."

FuelTech is also looking ahead with an electrification division called FuelTech Electric. "It's still in its infancy and we're about to release software with the ability to control electric motors," said Nunez. "We're making sure we stay on top of that so we're not caught behind when the transition happens."

Obviously, exhibiting at the SEMA Show is an investment, so a company has to look at ways to manage expenses for a great ROI. For example, FuelTech normally drives its own display and equipment to more local events, but getting it out to Las Vegas for a company based in Ball Ground, Georgia, presents its own challenges.

"It's more expensive, but it's worth it," said Nunez. The company's booth had an entire video wall, plus FuelTech expanded its Show presence by participating in the New Products Showcase with its ECUs and supplementary products like fuel injectors.

Coming into the 2023 edition of the SEMA Show, Nunez said FuelTech's focus will be sharpened. "When people see us a second time, it will be more about getting business done," he said. "Being at SEMA sends a message that we're serious."

 

A Promising Return

Let's be honest, it takes a special crowd to get excited about something like a suspension-system bushing, but that's why a company like Powerflex USA returned to the 2022 SEMA Show after nearly a decade-long absence.

"I've exhibited at other shows, but they were more geared toward the public and narrowed down to a specific market," said Powerflex USA's brand manager Jake Palladini. "This was my first time exhibiting at a show meant for other professional customers to come by and see you."

He continued, "We made a lot of meaningful connections that have turned into new accounts with us. It's hard to quantify return on investment this early, but the brand presence and awareness was great and we interacted with a ton of people."

Powerflex USA sponsors some online content creators, but Palladini said the company sees more value in focusing its marketing on existing customers. For a few different reasons, Powerflex USA opted not to exhibit at the Show after 2013, but Palladini saw that the organization was missing opportunities by not being at the event. "We decided it was time to make a return and be out there on the biggest stage," he said.

Powerflex USA tracks its connections made at the Show, which SEMA makes easier with its lead-retrieval system, and Palladini keeps a running tab of the contacts to see which ones transition to accounts. As the other companies in this story found, the Show's in-person interactions cannot be duplicated on a Zoom or Teams call or in an email or phone conversation.


››› The Powerflex USA team proved last year that sheer simplicity is yet another successful formula. LED lighting and an illuminated back wall helped control costs while pulling in traffic—leading to meaningful deals with strong ROI.

"You talk to 125 to 200 people and if you walk away with four meaningful accounts, you've returned your investment," he said. "Some of these customers are people I've wanted to talk to for a while but sending them an email or a phone call on a busy day isn't the same as them stopping by your booth."

Looking at the expenses, Palladini said that upgrading the company's display with new technology like LED lighting and renting furniture actually saved money from what Powerflex USA spent in 2013.

For 2023, the Powerflex USA booth will be in the Central Hall within eyeshot of the Barrett-Jackson exhibit. "More people are going to walk by and see our bright illuminated back wall," said Palladini. The company also plans to place items in the New Products Showcase after getting some good exposure by supplying bushings that were used in a Tesla control arm in last year's event.

The message for new, veteran and potential SEMA Show exhibitors alike is that personal interaction with industry professionals who share a passion for performance can work wonders for any business. Whether a company makes aftermarket products or is a bank helping the industry to grow, the key is a strategy to draw attendees in, spark a conversation and tell your brand's story. After all, attendees used to ask why Fifth Third Bank was at the SEMA Show. "We never get that question now," said Morton. "People know us, and we're part of the community."

When people hear about the SEMA Show, they think about cool cars and trucks, accessories and influencers taking over Las Vegas for a week. Their first thoughts most likely won't focus on a bank.

JOIN THE SHOW

The annual SEMA Show in Las Vegas is the industry's No. 1 trade event and a proven venue for taking businesses of all sizes and scope to the next level. If your company hasn't yet signed on as a 2023 SEMA Show exhibitor, there's still time to join the industry this October 31–November 3. Learn more at www.SEMAshow.com/exhibitor.

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