Although the sector has contracted since COVID, overlanding remains an enthusiast space among consumers.

"I'm curious [about] the age range [of the overland consumer] and will be concerned if it continues to become an old person with disposable income activity only. [There is] a lot of great content on YouTube that I hope is connecting the younger generation to this in the real world," said Chris Horton, Yakima Products category manager.

INDUSTRY CONSOLIDATION

While loads of new companies seem to pop up in the overland industry all the time, lately the trend has been big investment firms and larger companies gobbling up industry stalwarts.

Moea Theroux, ARB USA marketing manager, said she has seen "a lot of consolidation. It's good for the consumer because all these conglomerates have to lift their game, and their products need to respond to quality and price points. It forces innovation to stay relevant."

On the flip side of that coin, Brian Fulton, Goose Gear CEO said, "Consolidation is terrible for the industry but great for small innovative companies. "He went on to talk about how consolidation has discouraged innovation because some of the big players continue to copy products from the little guys and then spend more on advertising those products.

Scott said, "A lot of new companies are coming into the space, diluting the space, and we might be on the tipping point of consolidation." He also thinks we could be two years away from some consolidated companies selling off brands or folding as they struggle to stay true to the brand ethos and product positioning that made them desirable in the first place.

OVERLAND RETAILERS

Scott further observed that "many dealers have pivoted to selling campers and/or trailers, and those are the shops that are surviving."

I've also seen this, as many overland retailers popped up during the COVID-era highs and have since disappeared. Many of those relied almost exclusively on drop-ship programs and quickly realized as the industry cooled that they didn't have a

way to differentiate themselves from the competition and couldn't survive on such thin margins.

Even though revenue is down almost across the board in the overland space, there are still healthy retailers servicing the overland community. Fulton said, "Smaller guys are selling less and less, and bigger guys with better systems and processes are doing well."

OVERLAND PRODUCT MANUFACTURERS

"Most companies have added direct sales to build revenue and profitability," said Scott. This is true for all the overland manufacturers that I talked to for this piece: Yakima, ARB, Iron Man 4x4, Goose Gear and Overland Kitted.

While some have done this since the start, others like ARB and Goose Gear, have just added direct sales in the past few years, to the dismay of many retailers, as sales across the industry shrank. That said, both companies emphasized how important their dealership network is for the success of their business and the health of the industry overall.

While some have done this since the start, others like ARB and Goose Gear, have just added direct sales in the past few years, to the dismay of many retailers, as sales across the industry shrank. That said, both companies emphasized how important their dealership network is for the success of their business and the health of the industry overall.

INDUSTRY SEASONALITY

One aspect of the overland industry that I discovered in my discussions with company executives is just how seasonal it is. Everyone I talked to basically had the same thing to say: Springtime is when the bulk of yearly sales happen, with summer usually being strong as well. A holiday bump can happen but is highly dependent on the products and incentives/sales on offer.

Theroux said, "Usually, in the spring, people start 

From Overland Expo tothe SEMA Show Overland Experience, events continue to serve as the sector's "canaries in the mine."

The changing demographics of events will be an important harbinger of growth. Will young attendees continue to spend money at the same rates as older enthusiasts?

Overlanding is a seasonal industry. The bulk of sales take place in spring as enthusiasts gear up for adventuring by Memorial Day.

building vehicles to have ready for the summer. "This was reiterated by O'Connor, who said there is "definite seasonality. Early spring is when people start buying to build and go adventure by Memorial Day."

OVERLAND EVENTS

O'Connor also said, "Events are the canary in the coal mine of where the industry is headed."

I find that to be true, as events seem to mimic the industry pretty well. For instance, in the past few years, we've seen more large shows and fewer smaller ones. We've also seen vendor participation at all the shows outpace attendance, although attendee numbers have remained strong. Additionally, we've seen more complimentary product companies to the overland space market harder to the industry and attend more of the events.

Seeing the builds and products on offer at the shows and talking with attendees can give great

insight into the industry's health. Todd Scott, Yakima Products category manager, says he "talked to more retired-aged adventurers looking to drop cash than younger folks" when he attended Overland Expo Pacific Northwest in June. That is a concerning observation from the perspective of growth in the industry.

AUTO MANUFACTURERS' INFLUENCE

One of the biggest trends in the past few years, and one that doesn't look to be slowing down any time soon, is the automotive OEMs' focus on building great off-road-capable overland vehicle platforms and supporting those platforms with overland accessories at the dealership. OEMs are also partnering with trusted overland industry companies on factory-built special editions—think ARB with the Tacoma Trailhunter and AEV with the Colorado ZR2 Bison.

BUILDS STARTING WITH OLDER VEHICLES

Inversely, Fulton pointed out that older vehiclesare hot again for overland builds. He said, "as theeconomy cools, people are starting to build theirolder vehicles, like the JKU and older 4Runner."With the average new-vehicle purchase nowabove $47,000 and most popular overland vehiclesmuch more than that, consumers are finding waysto get their dream overland machines built. Startingwith an older used vehicle can allow for morefunds to be used toward modifications andpersonalizations.

While it has seemed like so many new overland community entrants have bought new vehiclesand modified them right away, it's likely that buyeris much rarer than we might think. As AdventureImport's Scott pointed out, "Historically, the thirdbuyer is the one to modify a vehicle." However, itdoes seem like in recent years more people havebuilt their overland vehicles up before or right aftertaking first ownership.

MORE GEAR MEANS BIGGER TRUCKS

While midsize trucks have been and still are thego-to for most of the world, fullsize trucks havebecome more popular recently with the NorthAmerican overland crowd. Bigger trucks offer morecarrying capacity and more space. As the trend continuesto be carrying more and more gear and beingmore comfortable out in the wilderness, the fullsizetruck just makes sense.

Trucks, in general, are hot in the overland space.Because of that, truck-bed racks have also seen anexplosion in offerings and innovation in the past fewyears. Yakima's Scott said, "Jeeps, FJ Cruisers and4Runners were less present than in previous years[at Overland Expo Pacific Northwest]. This was theyear of the truck and truck rack."

PRODUCT INNOVATION

O'Connor sees innovation and interest in suspension,bed racks and canopies. He also pointed outthat, "We don't sell consumables, we sell big-ticketdurable goods. We have to rely on new peoplecoming into the space or people finally replacingsomething [to continue selling products]." Innovationis key to getting new and old overland communitymembers alike excited about purchasing products.

Yakima's Horton said it's "all about temperatureregulation. Small, portable diesel heaters and ACunits are where I have seen the most movement inthe past few years. Summers have only become hotter,and cold nights are very common in desert climatesor for those winter travelers. I see the shape,size and ability all getting better, but also addingadditional features like power storage or even generationfor powering items in camp." He went on

Theroux wrapped up our innovation discussionby saying it "must be a solution to a problem thatexists versus just being a really good product."The market is saturated with products, but there isalways room for new products that relieve a painpoint for consumers.

ROOFTOP TENTS

No discussion of overland trends would be completewithout talking about the ultimate overlandfarkle, the rooftop tent (RTT). O'Connor said it"seems like everyone is getting into the RTT game,the market is getting saturated, and it's not greatfor the consumer because of the quality." As oflate, it really has seemed like a race to the bottomfor RTTs in terms of price and quality. An RTT is abig-ticket vehicle adornment that many consumerswant, even though they're likely to use it just oneor two times a year. Because of this, lower pricepoints are highly attractive.

Theroux said, "RTTs are getting bigger and morespacious. So many products are getting bigger and heavier, which is pushing vehicle size larger."She has also seen a shift from softshell RTT to hardshell because of their quick deployment andother options.

When you see RTTs for sale on websites likeLowe's and Home Depot, like we have for a fewyears now, you know overlanding has saturated themarket and is likely here to stay.

POLITICAL AND ECONOMIC INFLUENCES

There are many factors that could stifle sales inthe overland industry. Many of them are not withinthe control of those in the industry or community.While the supply chain has mostly reboundedfrom its pandemic woes, the rising cost of quality

LATE 2024 OVERLAND INDUSTRY TRENDS

To sum it all up, the overland industry is currentlyexperiencing decline, but also still quite healthy.Growth is likely to be seen again in the near future,just not at the exponential rates seen during thepandemic. That possible growth could be hinderedas geopolitical events continue to unfold andraise raw-material and shipping costs. We'realso likely to see continued consolidation in theindustry, but it's unclear how that will affect theindustry's health.

New vehicles, especially fullsize trucks, are ahot category, and are driving some of the recentinnovation and new-product development. Modifyingolder used vehicles is becoming very popularagain, as new-vehicle prices continue to rise. Truckracks are a hot category with lots of new playersand innovations. The stalwart RTT segment is fullysaturated and price point is largely driving much ofthe sales.

It's hard for smaller retailers to get a foothold inthe industry, and larger retailers continue to expandtheir product offerings, with many bringing inindustry-adjacent, off-road-capable RV products.Retailers are also having a hard time competingagainst manufacturers in the space, as most nowoffer direct sales. A bulk of overland industry saleshappen in the spring, so let's cross our fingers andtoes for a strong first half of 2025.

THE 2024 SEMA SHOW KEYNOTE SPEAKER SHARES HIS TAKES ON EXPLORATION, RISK-TAKING AND ADVENTURING OFF THE BEATEN PATH

BY SEMA MAGAZINE EDITORS

Bear Grylls, host of "Man vs. Wild," "Running Wild With Bear Grylls" and "You vs. Wild," will deliver a keynote address at the 2024 SEMA Show as part of the trade-only event's professional-development experience.

Taking place November 5–8 in Las Vegas, the SEMA Show will feature Grylls, a renowned survival expert, writer and adventurer, on the SEMA Main Stage, where he will talk about the things that have shaped him and the lessons he's learned along the way. Grylls' keynote address, entitled "The Power of Resilience—Never Give Up, Featuring Bear Grylls," will take place at 2:00 p.m. on Thursday, November 7 in the West Hall.

The adventurer's speech is part of a comprehensive SEMA Show Education program that focuses on leadership and year-round skill development. Through his keynote, Grylls will guide the audience on a journey to understand how to overcome hurdles and adversity and to learn from failures. His stories of resilience, courage and never giving up will inspire, uplift and empower the audience to face their own challenges.

"The 2024 SEMA Show Education Program will feature iconic personalities in the automotive industry, thought leaders and entertainers sharing fresh perspectives and innovative ideas and strategies," said SEMA Trade Show Director Andy Tompkins. "We are committed to ensuring that participation in the SEMA Show is easy, affordable, inspiring and provides the greatest return on investment." To learn more or to register to attend the 2024 SEMA Show, visit semashow.com.

>>Grylls' SEMA Show talk will touch on the life skills he's learned--and their potential impact on any endeavor.

SEMA Magazine: As one of the most recognized faces of survival and outdoor adventure, what would be your advice to parents to encourage children to want to spend more time outdoors?

Bear Grylls: I think doing stuff together is key. And keeping it simple. Even a walk in the park or cycle ride can show children that there's so much more to life than computers and TV screens. It's so important to instill in kids from an early age that adventure can be for everyone and that you don't need to tackle Everest to find fun and empowerment in the great outdoors. Adventure builds confidence, and I see that time after time through the scouts and through our TV shows. Adventure is a state of mind that dictates how we live our lives.

SM: Raising three boys on a remote island must have provided some fantastic opportunities for outdoor play and learning. What have been some of your highlights of island living?

BG: We have been so lucky to live on a pretty wild part of the world in North Wales on this little island off the coast in the United Kingdom. Life on the island is pretty simple. That's the appeal for me. Highlights for me are barefoot walks in the rain, outdoor military-style workouts (see bemilitaryfit. com) and swims in the sea. Or maybe when we get cozy when a storm comes over and we have a movie night. Generally, life is pretty physical though on the island. Even going to the mainland to get supplies involves a hill, a quad bike, a row boat, a RIB (which is a rigid inflatable boat), a hike and then the reverse process. But done together it's an adventure.

SM: Known for pushing yourself to the limits both mentally and physically, what would you say has been one of the biggest challenges you've accomplished and what helped you persevere through?

BG: I think passing Special Air Service selection at a pretty young age was one of the biggest challenges for me looking back. It was a brutal few months, but it gave me friends for life, skills for life and a confidence that I maybe didn't have beforehand. One of the biggest setbacks, though, in my life was after I had a parachute failure when I was in the military. I had a freefall accident in Southern Africa, and a canopy failed. I broke my back in three places. I had to spend 12 months in and out of rehabilitation in back braces. That time in hospital taught me the simple lesson that life is fragile and that if we are lucky enough to survive and have a lucky escape, then we have a duty to try to get back up and grab life with both hands. Gratitude and humility are hardwon lessons, but the wild teaches them in spades over time. SM: Has your approach to risk changed since becoming a parent?

BG: There has obviously been a significant amount of risk involved in my life and in my job, and I have had quite a few close calls over the years. But those moments have taught me so much about what it really takes to stay alive in crisis times. To not be afraid of taking calculated risks. Because struggle and risk develops our strength. But you've also got to be smart; you only get it wrong once. Since having kids, I've grown smarter with risk taking, and I have developed a good instinct of what is safe to do and what is not. I really try and listen to that voice.I also know that the wild and life rewards commitment and that once you commit to something then the way often opens before you.

SM: You have spoken about the importance of setting goals. How has that practice shaped the choices you have made in your career and life in general?

BG: I think as humans we are at our best when we have a goal. I have always tried to live like this with clear goals and targets to aim for. I have failed so many times in my life, and that's okay. In fact, it's key. Life is all about that spirit of endeavor and never giving up. That mindset has become a way of life for me nowadays—to give your best and not be scared to fail.

SM: What was your very first car? What do you remember most about it?

BG: My very first car was a Black London Cab that I bought for a thousand bucks and still own to this day. It had a mattress in the back so I could also sleep in it. We still use it quite a bit for fun as a family together—for fun afternoons in the beautiful English countryside, maybe going for a picnic and a hike. The cab used to break down almost daily in the old days, and it's a miracle I found a girl that tolerated it, but it's part of our story and we are still married to this day. So, it worked!

SM: How have off-road vehicles helped support your adventures and career?

BG: Off-road vehicles have played such a fundamental part to all my adventures over the years. They have been the unsung hero to many expeditions bringing in supplies such as camera gear and having emergency gear on standby. Over the years, I have learnt it's important to have trusted vehicles cars and great tires! Having off-road vehicles alongside us on my adventures has allowed us access to endless remote locations. I see them as facilitators which allow you to explore trails, landscapes and regions that are often far off the beaten path.

SM: We assume that modified vehicles with off-road capabilities appeal to you most. Is that accurate? BG: Off-road vehicles to me mean access to adventure and modifications are a way you can personalize it and make those adventures your own. Whether it's extended towlines or wider inflatable tires for swamps and water—with good modifications you are limited only by your imagination.

SM: What do you think is the biggest opportunity the automotive aftermarket can capitalize on? BG: Adventure and the outdoors never go out of fashion—and more and more families want safe, accessible, fun outdoor experiences but to be able to carry enough supplies for those adventures.

NEVER CONTENT WITH STANDING STILL, MOBILE-ELECTRONICS SUPPLIERS ARE ENHANCING THE DRIVING EXPERIENCE IN EVER SMARTER WAYS

BY MICHAEL IMLAY

In an era where safety, enjoyment and connectivity are paramount, the mobile-electronics market is booming with new ideas. From new takes on car audio equipment to telematics-enabled control devices and AI-enhanced driver assistance technologies, industry companies are leading the charge in creating fresh innovations to keep consumers safer, more smartly informed and enjoyably entertained on the road.

"Innovation is thriving across the mobile-electronics and technology markets, particularly in response to the increasing number of electric vehicles (EVs) on the road," affirms Phil Meada, president of Rydeen Mobile Electronics, a maker of backup cameras, monitors

and other video safety solutions. "Our industry is adapting by developing products tailored for these vehicles, ensuring seamless integration and offering customers the opportunity to further enhance their driving experience. As customers seek differentiation, there's a continuous push for unique upgrades and sensible solutions to meet their evolving needs." SEMA market research segments the mobileelectronics sector into several popular categories for the aftermarket. These include sound systems and audio accessories, alarms and security products, navigation systems, mobile television and video cameras, wireless and smartphone integration products, and driver-assistance system

SONIC PERFECTION

Of these, sound systems and audio accessories remain the bread and butter of the aftermarket mobile-electronics sector, garnering $1.11 billion in sales in 2023. Although that's down somewhat from the $1.12-billion mark of 2022, it still represents significant growth since 2020 when sales clocked in at $1.06 billion. (This number is even more impressive when you consider that only 38% of manufacturers reported sales growth last year.) Popular products within the segment include satellite radio add-ons; in-dash stereo systems; speakers, subwoofers amplifiers; and the like.

It will come as no surprise that the dominant sales channels for this segment are specialty retailers/ installers (both physical and online) and online-only general retailers. However, vehicle dealerships and general-retail chains are also favored purchase points. When ordered online, 48% of purchasers have items shipped to their homes, while just 20% opt for in-store pickup/installation. When ordered in-store, 38% of consumers tackle installation themselves.

But even though the segment is strong as ever, it is undergoing a pronounced transformation. While dropping in a new stereo dash unit was all the rage several decades ago, today's OEM factory head units have made such upgrades virtually obsolete in newer vehicles.

That said, when a new receiver unit is called for, car audio manufacturers are delivering technologically advanced products designed to enhance both safety and entertainment. Take for example Pioneer, which offers receivers "tailored for today's smartphone- centric lifestyle" with touchscreen display, voice activation and video camera monitoring.

The company also makes iDatalink Maestro interface modules that allow consumers to replace the audio-receiver units in many late-model vehicles while preserving the climate controls and other convenience features contained in the OE units.

"We are unveiling groundbreaking features and technology to enhance the seamless usability of CarPlay and Android Auto," says Sam Paek, Pioneer Electronics director of marketing. "Our primary goal is to elevate safety and address major pain points while creating the ultimate ease of use. Traditionally, these benefits have been featured within our high-end units, but now they are available in mid-level ones as well, offering unique features and functionalities not yet available in the market."

Paek added that the company is "ready to turn up the volume with our exceptional selection of speakers" at the upcoming SEMA Show, November 5–8, in Las Vegas. The Pioneer exhibit will include a special project vehicle by "a renowned custom builder" alongside a surprise demo truck demonstrating a full array of sound products. "It's time to bring our speakers out of the shadows and into the spotlight where they belong," he emphasized. "We're confident that everyone will recognize Pioneer not only as a leader in head units but also as a powerhouse in speaker technology."

Even so, with ever more sophisticated OEM head units to contend with, the aftermarket has found amplifiers and speakers to be a niche where, according to Deal, companies like KICKER can especially shine.

That situation is especially complicated by the advent of EVs and related technologies. "You have to pay attention to every last drop of current available in the car," he says. "Everything there impacts how far that car can go before it needs to get plugged back in."

Fortunately, the market boasts plenty of smart installers and integrators who are quickly building a knowledge base across a full range of vehicle makes and platforms. "A lot of them are dealers and they help and educate us and our R&D team as well. It's not an overnight solution—it takes time," Deal observes.

"Adding to that challenge, you now have vehicles where the audio system is part of the acoustic signature inside the vehicle cab… With variable cylinder management, cruising down the highway you're operating on three cylinders even though you've got a sixer under the hood. The audio system kicks in the difference," he explains. "Imagine a 500-watt amplifier on that. Suddenly, the driver goes, 'Wait a minute, why is my stereo making this weird sound.'"

Problems like these have driven audio companies more deeply into research and development—creating gear that can integrate smartly and seamlessly with today's vehicles—and then educating installers in the field on the best approach for any given vehicle model. "And that's a really daunting task," adds Deal, who nevertheless characterizes the market as doing "surprisingly well."

"The beauty of our marketplace, as opposed to some other industries, is we're in the business of selling something nobody needs. We sell entertainment. And the wonderful thing about music is people love their music and they will go to great lengths to get their music."

"Nobody owns the market today, which is a good thing because that means competition is fierce and healthy," notes Deal. "The retailer is now having to do a paradigm shift of not necessarily working on automobiles every day," but a 4x4 may as well be considered as much. "When you finish outfitting it, you got a $50,000 'car' sitting there."

"It's pretty much a clean slate," Deal continues. "It's wide open for head units, amplifiers, speakers, light bars, communication systems—you name it, you're seeing it."

SAFETY AND CONNECTION

Of course, while sound and audio accessories represent a big slice of the mobile-electronics pie, there are a variety of other product segments vying for consumer dollars. According to SEMA market research, sales in alarms and security products have remained stable the past few years at $0.87 billion, with driver-assistance systems following close behind at $0.78 billion. The markets for navigation systems, mobile television and video cameras, and wireless and smartphone integration products are sized at just under $0.50 billion each.

Like their audio-equipment counterparts, products in all these segments are becoming ever more sophisticated as manufacturers tap into emerging technologies—including artificial intelligence (AI) and telematics—to enhance their capabilities.

"Our biggest category is what we refer to as our remote-start security and telematics [lines]," says Seth Halstead, director of marketing at VOXX Electronics. A major player in the industry, VOXX is the parent company of close to 30 brands encompassing nearly everything from alarms to in-vehicle entertainment. Viper, Pursuit and Prestige are among its best-known brand names offering keyless entry, security and remote-start features.

For these and other products—including its rear-seat entertainment units—the company has leveraged telematics, enabling its devices or a smartphone to control and monitor car alarms, locks, ignition, cameras and other vehicle operations, including what the kids can watch on their backseat video screens.

"Telematics is something that provides a really unique opportunity," notes Halstead. "It can provide geofencing alerts when you go outside of a specific zone. It can do core functions like locking and unlocking your doors, notifying you when there's been a breach on the vehicle itself, remote starting the vehicle, and so much more."

Meanwhile, with today's consumers increasingly embracing such safety standards as rear and sideview cameras, blindspot and cross-traffic detection and more on their newer cars and trucks, a thriving aftermarket has rushed in to bring these features to older and lesser-equipped vehicles.

Maybe you're into classics or hot rods. Then again, maybe trucks or modern muscle are your scene—or perhaps even tuners or Teslas. But whatever industry sector you cater to as an aftermarket professional, the very nature of automotive transportation is rapidly changing. Thankfully, you can get a handle on the fluctuating currents at the 2024 SEMA FutureTech Studio, returning to booth #24401 in the Show's Central Hall, November 5–8 at the Las Vegas Convention Center.

>>Left: SEMA's FutureTech Studio debuted at the 2023 Show and was an immediate hit with attendees eager to explore the wide range of emerging technologies transforming the aftermarket.

>>Right: Scorpion EV's Shelby Cobra replica conversion captured the Show's first-ever Best Engineered Vehicle award. Pictured are Scorpion CEO Bill Cardoso, who engineered the Venom conversion kit, and Scorpion Vice President of Business Development Karen Salvaggio.

"Obviously everyone nowadays is focusing on powertrains and emissions and the continued viability of internal combustion engines [ICEs] in the coming decades," observes Andy Tompkins, SEMA trade show director. "But the industry is already feeling the impact of other trends as well, from new manufacturing techniques and materials to telematics and autonomous vehicles. While these present challenges to industry businesses, they also promise new opportunities. On a macro level, all this is reflected throughout the SEMA Show floor, but the FutureTech Studio condenses them all in one place for discovery, discussion and understanding."

ALL-INCLUSIVE INNOVATION

In a turn of serendipity, the FutureTech Studio itself has evolved from a prior Show section, SEMA Electrified, which until 2023 highlighted battery electric vehicles (BEVs) and the developing infrastructure around them. The section was well received, but it also was becoming clear that today's aftermarket must keep pace with an ever-broadening array of alternative-propulsion scenarios. The industry is currently seeing tremendous leaps in cleaner fuels and engines, not to mention highly innovative approaches to car building that shave weight, speed production, and improve engine and vehicle performance.

"We wanted to shine a light on all the automotive industry's emerging technologies and demonstrate the inclusivity of everything the market offers," explains SEMA Director of Vehicle Technology Luis Morales, who curates the exhibit space. "In addition to renaming the section the SEMA FutureTech Studio, we greatly expanded the former SEMA Electrified section's content and its footprint on the Show floor. We also reserved a number of booths around the space for exhibitor companies developing and supplying products and tools related to future-focused technologies."

Morales says it's "been interesting and fun rebranding the space." For him, it's exciting to see all the research and creative thinking at play as legacy companies and bold new startups alike develop products and solutions for entirely new markets.

"The FutureTech Studio is now the heart of the SEMA Show's EV and Future Propulsion section," he says, adding that the rebranding also better reflects SEMA's all-inclusive position on clean propulsion. "We embrace battery electric, we understand it, and we want it to be a part of our Show; but we want to showcase it alongside other emerging forms of vehicle propulsion, like synthetic fuels, ethanol, natural gas, hydrogen and more."

In keeping with that philosophy, last year's exhibits encompassed a Toyota of North America/ Kenworth commercial truck cab powered by hydrogen fuel-cell technology, hydrogen and compressed natural gas (CNG) engines, hybrids and synthetic fuel options, and ethanol conversion kits. In all, the FutureTech Studio occupied more than 22,000 sq. ft. and featured 50 displays addressing the latest powertrain and component trends, along with 29 vehicles representing a wide range of applications. There was even a solar-panel-equipped, fully electrified Lightship RV trailer that grabbed attendees with its futuristic design and versatility.

Morales promises that similar innovations will again be showcased this year through exciting vehicle builds, product displays and a variety of demonstrations right on the Show floor.

"We'll have representations of what's happening on the OEM side as well as the aftermarket side," he notes. Plus, attendees can also look forward to a few thought-provoking features that "rattle the cage" as well.

"Last year, we had people coming in from 2022 expecting our area to be all BEVs, like SEMA Electrified was, and asking, 'Why are all these ICE vehicles here?' But whether it's electrification or advanced fuels and powertrains, it's important for us to share all the technologies that are emerging, including

new manufacturing materials and methods, as well as ever more complex onboard systems. "We want to make sure that our industry is aware of all these different tools and resources," Morales continues. "Maybe the folks using them today are OEMs and tier ones, and those resources may not be available to me as a business this year or next. But in three or four years down the road, they might be something that applies to my product development."

In fact, Morales believes Show attendees have much to gain from exploring the range of invention taking place. At the very least it will help them future-proof their current businesses—and may even spark new ideas for growth.

"I would say a large percentage of SEMA members are all making products for internal combustion engines and a small percentage are making them purely for battery electric vehicles," he explains. "There are some universals that carry over to both vehicle types, but looking at the powertrain alone, you have this big gap between the two. Still, there's a lot of innovation that can be had with ICE. What's special about the technology that they're developing right now? How is it going to impact the industry? And what does it mean for the aftermarket? Seeing and understanding all this can help our industry evolve and continue to make products that push the market forward."

SPARKING NEW BUSINESS IDEAS

Alex Parker, president of Redline Detection, is among those already finding opportunity in the rapidly developing electric vehicle (EV) space. Last year Redline leveraged the FutureTech Studio to debut its new Battery + Coolant Leak Detector that connects to an EV's battery enclosure. The detector gives audible and visual pass/fail leakage alerts tailored to each battery and vehicle type. The product is designed to protect vehicle shops, workers and their customers from the catastrophic risks of compromised EV batteries.

"Our approach [to the EV space] is not an 'either/ or.' EVs are just one more innovation that we need to learn how to work on," Parker explains. "My company has been a leader in diagnostic leak detection in naturally aspirated and boosted high-pressure diagnostics both on the OEM side and in the aftermarket. We reached a point that we had to make a decision about when to invest in developing EV diagnostic technology."

In Parker's view, why wouldn't any aftermarket business want to try to meet the challenges of a new and growing market? "Quite honestly, it was a little scary because we weren't sure the market was there," she admits, "but I really believe that people in our industry are innovators at heart." As it turns out, Redline's entry into the market did indeed find a receptive audience at last year's Show. Another rapidly growing area of opportunity for the aftermarket is EV conversions, with multiple brands now offering specialized kits and components for builders.

"Over the past several years, there's been exponential growth in this market," Morales points out. "What started several years back as finding a wrecked Tesla or Nissan Leaf and salvaging and fitting their powertrain components into a classic vehicle has morphed into companies offering full turnkey solutions."

This means that builders, customizers and even hobbyists can now purchase entire conversion packages consisting of electric motors, batteries and battery management systems, controls, wiring and other essentials.

>>Exhibitor booths adjoining the FutureTech Studio showcased a broad array of new-tech products, from EV conversion kits to fuel alternatives. Advances in manufacturing technologies were also among the mix.

In fact, Scorpion's less-than-90-min. Venom conversion of a Factory Five Shelby Cobra replica on the Show floor so wowed the crowd and Show officials that the car won the SEMA's first-ever Best Engineered Vehicle award.

"Venom is a sealed, contained plug-and-play system. There's no high-voltage wiring to play with," explained Scorpion EV Vice President of Business Development Karen Salvaggio after the demonstration. "You just literally pull your internal combustion engine out and drop this in. If you don't want to lose your stick shift, it will run with the standard transmission."

A ONE-STOP PLACE OF LEARNING

In addition to showcasing live EV conversions on the Show floor, this year's FutureTech Studio will again include an education stage with speakers and seminars probing a multitude of topics.

"We're bringing in a lot of experts who were previously part of the closed-door education at the Show, and many of them will complement our booth exhibits," says Morales. "Moderated sessions will discuss all sorts of emerging technologies and how they're moving the automotive industry forward, specifically from an aftermarket perspective. I really enjoy it when we can connect education with the displays and demonstrations in the section. It helps attendees put one and one together."

More importantly, Morales sees the FutureTech Studio as a way to excite traditional SEMA Show attendees while cementing the Show's position at the leading edge of automotive trends. The studio's exhibits also underscore SEMA's commitment to protecting the right to modify vehicles—even today's increasingly complex and computerized platforms. The studio also demonstrates the significant commitment and pioneering strides the

"We'll have classic and late-model cars and trucks with lots of interesting accessories and individual components—last year we even had e-bikes," he says. "We're taking bits from every Show section— hot rods, wheels and tires, off-road, highperformance— and combining them in one place with revolutionary technologies. We design the area to advance an attendee's understanding, introduce them to multiple vehicle applications, and make it easy to talk with vendors and share ideas."

CONNECTING EXHIBITORS AND ATTENDEES

Lightship RV Co-Founder Ben Parker said that spirit of collaboration was an unexpected, added benefit last year when his company signed up to exhibit its fully electric, solar-charged trailer. Parker and his startup partner Toby Kraus left Tesla hoping to revolutionize the overlanding space. The result of their collaboration is the L1 tow trailer. Energized by rooftop solar panels, the unit also features an electric motor that can sync with an EV truck to reduce drag, extending the toy hauler's range. In a pinch, the trailer can also recharge an EV or even power a small home. The trailer generated a lot of interest and valuable feedback from Show attendees, and Parker found his discussions and sharing of ideas with other exhibitors especially helpful.

"We've been to other shows for our market, but [the SEMA Show] is the biggest and a dream come true for us to be here with our RV," he explained at the time. With plans to start production and go to market within a year, "being at the SEMA Show now is a huge deal for us."

Meanwhile, Chad Hrencecin of Electrified Garage was among the numerous buyers checking out the section in 2023 and was enthused to find several innovations for his Ocala, Florida-based EV repair operation. "A lot of people are realizing [EV and alternate fuels] are not going away. We've been working with Legacy EV, Torque Trends and a lot of companies that are here to make new conversions and one-off projects," he explained. A self-described "off-roader guy," he was especially impressed by an EV-conversion sand rail featuring a VW off-road chassis. "I haven't seen anything like that before," he emphasized.

This is exactly the sort of impact Morales hopes the FutureTech Studio will have on 2024 SEMA Show exhibitors and attendees.

"Our goal with this space is to facilitate networking and education," he sums up. "Again, we want to give attendees a concentrated space to explore our industry's future. We want them to walk away feeling inspired by what they see. Maybe even say, 'Wow, I learned something and can see my business doing that.' That's what drives us forward."

EXCLUSIVE LOUNGE AT THE 2024 SEMA SHOW

At the 2024 SEMA Show, SEMA PAC members will enjoy an exclusive lounge and meeting space. This space provides a haven for PAC members to relax, network and discuss industry trends with peers, executives and even celebrities. The lounge offers a catered lunch—ensuring members can recharge and continue their productive days at the Show. This unique benefit enhances the Show experience and reinforces the sense of community and shared purpose among PAC members. Not attending the SEMA Show this year? PAC members receive exclusive offers for VIP experiences at industry events year-round!

JOIN US IN MAKING A DIFFERENCE

The SEMA PAC is more than just a political action committee—it is a vital part of our industry's advocacy efforts. By supporting the PAC, you are investing in the future of the automotive specialty- equipment and motorsports industries. Your contributions help ensure we can continue fighting for legislation that supports our community and drives economic growth. For more information on contributing and taking advantage of the exclusive benefits available to PAC members, contact PAC Manager Alicia Steger at 202-796-2252 or semapac@sema.org. Space is limited!