UPGRADE YOUR SHOW EXPERIENCE BY JOINING THE SEMA PAC

UPGRADE YOUR SHOW EXPERIENCE BY JOINING THE SEMA PAC

THE PAC ENSURES THAT YOU AND OTHER SEMA MEMBERS ARE HEARD IN THE HALLS OF GOVERNMENT

BY ALICIA STEGER

>>SEMA PAC enables association members to engage legislatures in Washington, D.C., and across the nation. PAC membership is an investment in the industry's future.

The automotive specialty-equipment and motorsports industries are dynamic and ever-evolving, constantly facing new challenges and opportunities. At the heart of advocating for these industries' interests is the SEMA Political Action Committee (PAC). The PAC plays a pivotal role in ensuring that the voices of SEMA members are heard in the halls of Congress and state legislatures, and that legislation supports, rather than hinders, our thriving community.

WHAT IS THE SEMA PAC?

The SEMA PAC is a powerful tool designed to support lawmakers who champion the interests of the automotive specialty-equipment and motorsports industries. Through contributions from SEMA members, the PAC provides essential financial support to political candidates who advocate for policies that benefit our industry. By doing so, the PAC ensures that we have a seat at the table when critical legislative decisions are made.

HOW DOES THE PAC BENEFIT SEMA MEMBERS?

• Advocacy and Influence: The PAC allows us to engage with and support lawmakers who understand and prioritize our industry's unique needs. This advocacy protects our rights to innovate, manufacture, and market specialty automotive products. Recent legislative victories, such as combating internal combustion engine bans and safeguarding off-road access, underscore the impact of our collective efforts.

• Economic Growth: By supporting pro-industry lawmakers, the PAC helps create an environment conducive to business growth and innovation. This, in turn, drives economic benefits for our members and the broader automotive community.

• Community and Networking: One of the most tangible benefits of supporting the PAC is access to exclusive events and spaces that foster community and networking.

>>SEMA and PRI put on a Cars at the Capitol display at their recent Washington, D.C., Rally. SEMA PAC supports a number of industry advocacy efforts throughout the year.

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!

>>The annual SEMA PAC reception is a SEMA Show tradition that returns for 2024. Join PAC as well as the festivities in support of industry advocacy.

The Power of Influence

The Power of Influence

WELCOMING A NEW GENERATION OF CONTENT CREATORS TO THE SEMA SHOW FLOOR

BY JOHN NADERI

The SEMA Show, long heralded as the world's largest automotive aftermarket trade show, has always been a prime venue for product buyers and manufacturers to connect, exchange ideas and build business relationships. For decades, traditional media outlets have been key players in this ecosystem. But today's fragmented media landscape has ushered in a new wave of content creators, where even a single individual can reach millions of engaged followers.

The SEMA Show floor is now at the forefront of this evolution, serving as a crucial meeting ground between exhibiting manufacturers and these influential creators, who are especially evident during the Show's Friday Enthusiast Experience. Far from being "tire kickers," content creators now play a crucial role at the Show, generating the kind of brand promotion and consumer engagement that is invaluable to exhibitors in today's competitive market. When leveraged correctly, they can extend the reach of an exhibitor's Show activities far beyond the halls of the Las Vegas Convention Center.

WHEN LEVERAGED CORRECTLY, [CONTENT CREATORS] CAN EXTEND THE REACH OF AN EXHIBITOR'S SHOW ACTIVITIES FAR BEYOND THE HALLS OF THE [CONVENTION CENTER]..."

Far from being "tire kickers," content creators play a crucial role at the Show, and are a net plus for exhibitors.

MAKE THE SHOW WORK FOR YOU

As SEMA Trade Show Director Andy Tompkins explains, "Connecting with the media is one of the primary benefits of exhibiting at the SEMA Show. Each year, the Show attracts thousands of global media representatives from trade, mainstream and new-media outlets. In recent years, we've focused on the influencer community, ensuring they have access to the SEMA Show."

Tompkins understands that the Show draws media representatives from around the globe who are eager to report on the latest products, technologies and trends. "On-site, we offer a range of services through a dedicated Media Center, free registration and customer support to help media professionals connect with the stories of the Show," he notes.

For exhibitors, participating in the Show is a rare opportunity to share their stories with diverse media outlets. From submitting products to the New Products Showcase to hosting press conferences at the Media Center, there are ample opportunities to get your message across.

>>Today's fragmented media landscape has ushered in a new wave of content creators, where even a single individual can reach millions.

TURNING INFLUENCE INTO SALES

Ravi Dolwani, founder of CSF Race, a leading manufacturer of performance cooling systems, knows how to leverage these opportunities. Since starting his company in 2009 and exhibiting at the Show soon after, Dolwani has seen the impact influencers can have on his business, shaping how CSF allocates its marketing budget.

"Instead of spending $2,000 to $5,000 on a magazine ad, we now consider if that money is better spent working with an influencer or content creator," he says. "Working with influencers can also drive traffic to events like SEMA, especially if we can get them to our booth for autograph sessions or interviews." Year after year, CSF's SEMA Show booth draws crowds and, just as importantly, garners earned media that broadens the brand's reach. CSF builds excitement by showcasing influencer-built feature vehicles that highlight the company's products. One standout moment came in 2022 with the debut of the Stanceworks Ferrari—a time-attack 308 GTBi powered by an inline four-cylinder Honda engine. With nearly a million followers, Stanceworks generated significant anticipation before the Show even began, and the debut led to a wave of media coverage.

>>For exhibitors, participating in the SEMA Show is a rare opportunity to share their stories with diverse media outlets.

"WE'RE LOOKING TO MAKE REAL CONNECTIONS, HEAR YOUR PLANS, AND SEE HOW WE CAN WORK TOGETHER FOR THE FUTURE OF THE INDUSTRY."

 

However, Dolwani cautions manufacturers to be discerning when choosing influencers. "It's essential to identify the value an influencer can bring to your brand," he warns. "Some influencers are popular with casual audiences who view content as entertainment, while others with smaller followings may have a more qualified audience that aligns with your company's goals."

"For example, we prefer to work with a marketing company or content creator with a more technical focus, whose endorsement of CSF products holds more weight than a 'clout chaser' with millions of followers," Dolwani continues. "We take our brand seriously and want to partner with influencers who can help us reach core potential customers."

Vincent "Vin" Anatra, who helped build Hoonigan Industries into one of the world's largest automotive channels and was named SEMA's 2023 Content Creator of the Year, knows what it takes to create content that resonates with both audiences and brands. Now striking out on his own, Anatra is focused on building his personal brand.

A NEW ERA OF AUTHORITY

"I haven't been to the SEMA Show as an independent creator yet, but the goals remain the same: reconnect with the people I know and connect with new brands that align with my objectives," he says. "SEMA is not just a place to check out new products and wild builds, but also to identify trends and understand how companies are trying to reach a broader audience." With nearly a decade of experience creating content for the automotive space, Emily Reeves and her husband Aaron feel just as strongly about the importance of the Show. "I worked in marketing before starting our YouTube channel, so I always had the perspective of wanting to provide marketing success for the brands I loved," Emily shares. "Today, we have annual contracts with eight companies, all of which are represented at the SEMA Show."

As sales director at Toprank Importers—a leading importer of coveted Japanese and European sports cars—and a social-media personality in his own right, Brian Jannusch offers a unique perspective as both a brand representative and content creator.

"IF YOU WANT TO STAND OUT, ENSURE YOU'RE OFFERING SOMETHING VALUABLE AND CAN DEMONSTRATE IT EFFECTIVELY..."

>>In addition to covering Show floor activities, media and content creators scour the Show's New Products Showcase in search of items that will excite their audiences.

"SEMA is the pinnacle for enthusiasts and aspiring industry leaders like myself," Jannusch enthuses. "It's a place to learn, teach, connect and showcase across the industry. Collaborating with the Show, vendors and manufacturers has been crucial in growing Toprank's business and reaching new demographics. One highlight was our DAI33—a collaborative build for Formula Drift Champion Dai Yoshihara, in partnership with Toprank, GReddy and Turn14. This car was showcased in the Central Hall in 2023 and paved the way for even more exciting collaborative builds."

ADVICE FOR ASPIRING CREATORS

The SEMA Show has proven to be an invaluable asset for these creators, and they're eager to share their advice on building mutually beneficial relationships with exhibiting manufacturers. "The goal is to make connections, but you don't have to pitch everyone right away," Anatra advises. "Remember, companies receive requests for money, products and time all day long. If you want to stand out, ensure you're offering something valuable and can demonstrate it effectively. My advice: map out your values or project and come up with a short and sweet way to introduce it to the brands you want to work with."

"It's a great idea to prepare a media kit, whether a printed one-sheet or a PDF that can be sent after an in-person meeting," Emily adds. "Confidence and clear communication go a long way for everyone—influencers need to know what they have to offer, and brands need to know what they want from a creator."

"As someone who is both a content creator and exhibitor, I can say that those of us on the exhibitor side are there for business connections," Jannusch emphasizes. "A shoutout from an influencer or celebrity is great, but beyond being a clip in your video, we're looking to make real connections, hear your plans, and see how we can work together to shape the future of our industry."

AN ESSENTIAL RESOURCE

Whether you attend the SEMA Show as an exhibitor or a member of the media, there are countless resources available to help you achieve your goals. This year's Show is shaping up to be one of the best places to forge these invaluable connections.

Boosting Skills and Leadership

Boosting Skills and Leadership

FOR MEMBERS SEEKING GROWTH, SEMA OFFERS A RANGE OF PROGRAMS TO TURBOCHARGE YOUR BUSINESS AND ACCELERATE YOUR PROFESSIONAL DEVELOPMENT

BY ELLEN McKOY

As an industry trade association, SEMA has long offered educational and business- building resources to help members grow their businesses and advance their professional development. Although the annual SEMA Show's education tracks are perhaps the most visible examples of such programs (see p. 48), SEMA actually offers numerous other business- and career-focused networking and learning initiatives in a variety of venues beyond the Show.

"The SEMA Show is a culminating experience that brings the vast specialty automotive industry together, but throughout the course of the year, we reinforce our relationships with the industry through more regionalized events that allow our member communities to come together under the SEMA umbrella," said Zane Clark, SEMA vice president of membership, education, research and councils. "In hosting council and network events in places other than Las Vegas, we strengthen and personalize the relationships built at the Show."

Because the SEMA Show has built such a tremendous marketplace for business and has become synonymous with the industry, many professionals and businesses associate SEMA solely with the Show and are unaware of highly valuable programs and service the association offers throughout the year. Clark is out to change that misperception, and in his mind, it's about outreach and communication.

"There are diverse markets that we currently have relationships with, and which activate at the Show, but don't necessarily see SEMA as a resource that can provide support on a year-round basis," he explains. "So we need to do a better job to communicate our value proposition. We need to understand what each community needs, and build content that's valuable to these groups, and a great way to do that is through networking and education, which we are proficient at doing."

>>The SBN Women's Leadership Forum in Austin, Texas, combined education and networking to advance personal development and leadership skills among industry women.

Such outreaches are in SEMA's DNA. As far back as the '90s, the association presented a program known as the SEMA Experience, which consisted of a series of events featuring seminars and panel discussions on industry-related topics as well as after-hours networking. Featured presentations, sponsored at various times by Chevrolet/Geo and Ford Motor Company, also centered on new-business opportunities for member companies to collaborate with the OEMs on their then-current accessory programs.

In addition, SEMA's industry communities, led by its councils and networks, have long provided niche-specific opportunities for education, networking, career and business advancement in Las Vegas, regionally and, increasingly, online. SEMA sees these initiatives as investments in the industry's future, and has continued to evolve the programs to meet the changing needs of SEMA members and the various markets they represent. The following is a brief look at some current and successful programs that SEMA members can tap into.

As a trade association, SEMA's communities encompass nine councils and networks, each representing an industry segment or demographic. Somewhat analogous to a task force, each council or network is comprised of volunteers—business professionals who draw on the collective knowledge of their respective members to tackle issues of common interest and concern, and create strategies and programs that meet their specific members' needs. Two recently successful educational events offered by the SEMA Businesswomen's Network (SBN) and the SEMA Future Leaders Network (FLN) stand out as prime examples of SEMA members expressed interest in professional-development programs.

EMPOWERING AND ELEVATING WOMEN

SBN has been advancing women's professional careers through networking, mentoring and education for three decades. From Gear-Up Girl gatherings, awards recognition and member spotlights to special events, SBN-powered sessions at the SEMA Show and All-Female Builds, the accomplishments rack up. But SBN's roots trace to the mid-'80s—a time when men had the inside track on opportunities to build personal and professional connections. As few such opportunities existed for women, a small coterie of female leaders helped establish the Professional Women's League, which evolved into SBN in 1993. The group now boasts membership of more than 500 women.

Despite some headway, women still face workplace challenges in what remains a predominately male industry. To help women progress in their careers and hone leadership skills, SBN debuted its Women's Leadership Forum in 2022. With the express goal of bringing industry women together in an intimate and relaxed environment, the forum enables participants to focus on personal development, mentoring and leadership through a series of high-powered keynotes, panel discussions, breakout sessions and informal networking activities.

Held in March in Austin, Texas, the theme of this year's forum was "EVOLVE: Advancing the Future of Women in Leadership." Among the topics: "The New Leadership Challenge: Advancing Women's Leadership," "Walking the Glass Floor: Seven Essential Qualities of Women who Lead" and "Women in Leadership: Lifting up the Next Generation of Women in Leadership." Two networking events—a cocktail reception and a dinner—gave participants and speakers a welcome opportunity to wind down and get acquainted.

"THE WOMEN'S LEADERSHIP FORUM OFFERED A GOOD OPPORTUNITY TO TAKE MY FEMALE LEADERS OUT OF THE DAY-TO-DAY ENVIRONMENT AND GIVE THEM THE EDUCATIONAL ASPECT TO ENHANCE THEIR LEADERSHIP SKILLS…"

"It was a great event," declared SEMA Council Director Nicole Bradle. "We experienced 46% growth this year. It's huge to grow that much in one year. The forum offers a safe space for women to come together. When you do that in a welcoming environment where women let down their walls and build relationships with other women, it's very rewarding to see."

SBN Chair Sara Morosan agreed. "We pushed really hard to publicize and increase awareness of the forum, so we were excited to see more women attend." To carry their message forward, SBN utilized last year's Show as a platform to present a four-hour-long women's symposium, she added.

"We held the symposium at the Show to encourage women to attend this year's leadership forum," said Morosan. "The program offered highlights to show how women in the aftermarket can advance their careers. That's what SBN and the Women's Leadership Forum are all about."

For Kelli Gallagher, president of Dee Zee, the leadership forum has been a rewarding experience. Having attended the event since 2022, it presented the chance not only for her own personal enrichment, but to bring other female employees along as well. The women, five of whom attended in 2023 and seven this year, represented a cross section of Dee Zee's workforce, from the production floor to quality-control and human resources.

"Dee Zee has been a member of SEMA for more than 40 years, but I had not gotten deeply involved. I felt it was time," said Gallagher. "I chose SBN as the area to dive in and get involved.

"The Women's Leadership Forum offered a good opportunity to take my female leaders out of the day-to-day environment and give them the educational aspect to enhance their leadership skills and an opportunity to meet other women in the industry. It's been a good experience and something my team has benefited from. I look forward to the event continuing."

For SBN members, there's good news. Next year's forum will head to the East Coast, with future events slated for a more central locale and California. "We're excited to move the forum to different locations," said Morosan. "We want women in other parts of the country to enjoy the same opportunities."

CULTIVATING YOUNG TALENT

In 1989, the industry recognized the need to nurture aspiring young professionals to help perpetuate the growth and success of the aftermarket industry. And thus, the Young Executives Network (YEN) was born.

In the ensuing years, YEN provided members with networking opportunities with colleagues and influential industry leaders to listen, learn and develop skills to pursue a higher level of professionalism.

In 2022, YEN was rebranded the Future Leaders Network. The new name more accurately reflects the group's membership. The nearly 1,200 members—39 years of age or younger—hold positions throughout the industry, from entry-level staff and trade workers to managers, executives and business owners.

Committed to helping aspiring leaders sharpen their professional and personal skill sets, FLN teamed with world-renowned Dale Carnegie Training to present a leadership training course. The Professional Development Program (PDP) debuted in 2022.

The two-day event is open exclusively to FLN members employed by a SEMA-member company. Attendance is capped at 25 participants. This year's program was held at the SEMA Garage in Detroit in mid-May.

Under the guidance of an experienced Dale Carnegie trainer, attendees were coached on how to enhance communication skills, express confidence in business settings and engage with others by building rapport. The sessions also touched on how to tackle workplace challenges and use new skills to achieve measurable results.

From FLN Chair Matt Beenen's perspective, the PDP's value centers on three factors: location, participants and training. "Having it at the Detroit Garage did a really good job of answering the question, what does SEMA do," said Beenen, the founder of BuiltRight Industries. "It was a great way for people to see and understand that SEMA does a lot more than put on a trade show.

>>The recent FLN Professional Development Program at the Detroit SEMA Garage tapped into Dale Carnegie coaching to hone the business and communication skills of young and rising industry leaders.
>>The ETTN/SAE Career Fairs at SEMA's Diamond Bar and Detroit Garages have helped introduce hundreds of young people to the automotive industry's many career options.
>>Held in conjunction with the NSRA Street Nationals, the HRIA's Education Days (right) bring hot-rod builders up-to-speed on the latest tips and tactics of the trade.

"The exposure to 25 people who share the same passion and want to invest in personal and professional growth adds to the experiences and immediately creates a bond that is stronger than typical business relationships," he added. "The third thing is the quality of the training. It's exceptional. Brett Campbell has been our instructor every year. He not only connects with our group, but is a core piece of the program."

Leanna Moore attended the event in 2023. "The PDP is an amazing program. From the moment we arrived at the SEMA Garage, we were immersed. It was amazing to tour the Garage and see how SEMA helps members. It was a great experience, not only for learning how to become better leaders and coworkers, but also for building bonds with other people."

Moore's investment in herself paid off. Two months after attending the PDP, she was promoted from Wheel Pros' benefit manager to payroll and benefits manager for the Hoonigan organization. "My boss knew I was looking to better myself and they came to me with a position I was looking for. Now I run two departments. If anybody has the opportunity to attend, they absolutely should. It's well worth the effort."

In summing up the PDP experience, SEMA Council Director Denise Waddingham explained, "One of the biggest takeaways is the attendees' personal growth. They not only learn a lot of skills about personal communication and professional growth, they also build a network with cohorts and still have those connections.

"For some people," she added, "this might have been their first experience with a SEMA resource or benefit aside from the Show. Now they could see what [more] we have to offer them, especially hosting it at a SEMA location like the Garage, where they could actually see some of the benefits. It also allows them to get more involved on subcommittees or task forces and in interactions with the association itself."

Based on the program's success, FLN's proposal to expand the PDP in 2025 received thumbs up from the SEMA Board of Directors. The week-long program will still be facilitated by Dale Carnegie, but the format will change.

The PDP will feature two segments. First, a two-day program focused on individual communication, followed by three days for the second PDP on team leadership. Attendance will be limited to 30 FLN members, with further details to be announced.

MEETING MEMBERS' DIVERSE NEEDS

Alongside the SBN and FLN, SEMA's other councils have created successful programs to help members enhance professional and business growth.

"FOR SOME PEOPLE THIS MIGHT HAVE BEEN THEIR FIRST EXPERIENCE WITH A SEMA RESOURCE OR BENEFIT ASIDE FROM THE SHOW. NOW THEY COULD SEE WHAT [MORE] WE HAVE TO OFFER THEM…"

>>The MPMC Media Trade Conference successfully connects motorsports and performance manufacturers with media reps to generate topical content for enthusiast-consumer audiences.

Launched in 1997 to strengthen strategic relationships, the Motorsports Parts Manufacturers Council (MPMC) Media Trade Conference facilitates direct interaction between media professionals and member manufacturers. Meeting face-to-face in a "speed-dating-type format" with journalists, bloggers and qualified content creators over a three-day period, manufacturers share their latest innovations, new-product information and other newsworthy content. This successful formula has helped supply the media with streaming content (print, online, video and even social media) to build brand and consumer awareness and drive sales of performance products.

Similarly, SEMA's Hot Rod Industry Alliance (HRIA) is dedicated to ensuring the future of its market segment and to advancing awareness of the hobby. Within this context, the HRIA Education Days initiative has become a critical and popular component of the NSRA Street Rod Nationals, which draws thousands of enthusiasts to its annual car show in Louisville, Kentucky.

During the two-day HRIA program, member manufacturers present sessions aimed at educating enthusiasts and hot-rod builders about their product lines, providing tips and tactics for hot-rod projects, and facilitating mutually beneficial interface between HRIA members and hobbyists.

Now in its third year, SEMA's Emerging Trends & Technology Network (ETTN)/Society of Automotive Engineers (SAE) Career Fair is a collaborative venture between the SEMA network and the SAE. Most recently convened this spring at the SEMA Garages in Detroit and Diamond Bar, California, the two events drew 316 university and college students keen on kick-starting their automotive careers.

The students, members of Formula and Baja SAE competition teams, were afforded a chance to present their competition builds to industry pros who provided feedback and guidance. They also interacted with business leaders to explore potential internships and employment opportunities.

"The event's success highlighted the passion and value that these students have for the automotive aftermarket," noted SEMA Council Director Nicole Bradle. "It was inspiring to see the connections being made and the excitement that spurred from each conversation."

Ultimately, delivering programs, activities and information in response to the emerging needs of its members is a core element of SEMA's mission. By creating environments that foster learning cultures through seminars, presentations and special events, SEMA has cemented its reputation for providing world-class educational opportunities not only during Show Week, but beyond.

"The point I'd like to underscore is that SEMA is not sitting passively waiting for members and industry professionals to discover everything we have to offer. Rather, we're determined to reach out to them, discern their business and career development needs, and respond with high-quality, relevant programs that they can easily access from wherever they are," concluded Clark.

The Power of the SEMA SHOW

The Power of the SEMA SHOW

FROM GROUNDBREAKING PRODUCT LAUNCHES TO INVALUABLE NETWORKING OPPORTUNITIES, HERE'S WHY THE ANNUAL LAS VEGAS GATHERING REMAINS A MUST-ATTEND EVENT FOR EVERY INDUSTRY PROFESSIONAL

BY MICHAEL IMLAY

With exhibiting brands on pace to top 2,400—and hundreds of them participating as first-timers—enthusiasm continues to build for the 2024 SEMA Show, slated for November 5-8, at the Las Vegas Convention Center (LVCC). In all, this year's Show will encompass millions of square feet of exhibitor and vehicle displays, new-product introductions, live-action demonstrations, educational events and seminars, and special sections highlighting the latest trends and innovations reshaping the specialty automotive market.

"The SEMA Show is the ultimate gathering for our industry," states SEMA Vice President of Events Tom Gattuso. "For attendees, it is the best place to discover new products and trends, make new business connections, strengthen existing ones, and take their professional careers and businesses from good to great."

While the Show is fast approaching, there is still time to register at semashow.com/register. Attendees can also maximize their Show investment by taking advantage of housing and travel discounts found at the SEMA Show website.

>>The SEMA Show offers unmatched opportunities for meeting face-to-face with more than 2,400 exhibitors representing every industry category— all under one roof in a single week.

Of course, what an attendee gets out of the Show depends on what you put into it. To truly boost your ROI, you'll want to arrive with a game plan for leveraging the many Show features tailored for attendee success. And that begins with grasping the Show's unique advantages to you and your business.

"The Show presents a once-a-year opportunity to immerse yourself in the industry and see what's happening in the marketplace," explains SEMA Trade Show Director Andy Tompkins.

"With thousands of new products being introduced at the Show, you can see where innovation is headed, spot trends and understand what's coming next. But more than that, you can connect face-to-face with the vendors you're currently doing business with, new vendors that you could be doing business with, and other like-minded business professionals in your field. It's the ideal place to tap into different markets, exchange ideas, cross-pollinate concepts, and really move your operation forward."

BUILDING RELATIONSHIPS FOR SUCCESS

"The SEMA Show is unique because we've got industry manufacturers, distributors and end users all in one place at one time," underscores Gattuso. "Business happens at a dynamic, quick pace, so it puts you on the cutting edge. The Show is literally about what you're going to be selling to your customers in the months to come."

To facilitate potential connections, save time on the Show floor, and map your daily itinerary, the official SEMA Show mobile app is the ideal pre-planning tool. Downloadable from your native app store, it features an exhibitor directory, the Show's roster of New Products Showcase entries, and listings for feature vehicles, events, outdoor activations and educational seminars, along with a host of other features, including LVCC maps and directions for navigating the Show.

In addition, the SEMA Show website features a My Show Planner tool. After providing it with some basic profile information, the planner will help you customize your Show experience according to your specific interests. Attendees can peruse exhibitors and select those they wish to visit, as well as education programs and other Show features and events they want to attend. The planner also syncs to the mobile app and many calendar apps.

Both these tools allow attendees to arrive in Las Vegas with a ready list of the exhibitors and activities they most want to engage with and a logistical plan for getting to them. In addition, attendees should take into account that there's extremely limited parking space at the LVCC, so public transit like the Las Vegas Monorail or buses, taxis, and rideshare apps like Uber or Lyft are the best options for getting to and from the Show. (The SEMA Show website includes comprehensive information about all these options.)

Finally, every pre-Show plan should include a scheduled visit to the New Products Showcase, which most veteran attendees will tell you is their number-one destination and often their first stop upon arrival at the LVCC. The Showcase contains hundreds of new and featured products from every Show category, along with scannable QR codes for every product. These codes enable attendees to capture vital information about each item and its maker in the SEMA Show app, and then map a route to the corresponding exhibitor(s).

"WITH THOUSANDS OF NEW PRODUCTS BEING INTRODUCED AT THE SHOW, YOU CAN SEE WHERE INNOVATION IS HEADED, SPOT TRENDS AND UNDERSTAND WHAT'S COMING NEXT…"

In other words, "if you leverage it right, the Show is a highly efficient way to build your business," observes Gattuso. "With one plane ticket or car trip, one hotel room, and a single week's work, you can talk with as many as 2,400 companies in one venue. That's a lot of conversations with key decision makers and influencers who can shape your business's future sales and revenues."

TOP REASONS TO ATTEND
THE 2024 SEMA SHOW

In addition to seeing the latest trends and technology on the Show floor, the 2024 SEMA Show will feature the world's largest display of new automotive aftermarket products at the New Products Showcase, the latest builds, new areas dedicated to the future of EV and propulsion and other innovations, and world-class education tracks and seminars that give attendees a best-in-class professional development experience.

Unique events and activations such as a new industry party, the SEMA Show Kickoff Breakfast, vehicle demonstrations, and SEMA Fest, a celebration of music and car culture, will provide ample opportunities for the industry to unite. As if all that's not incentive enough, the following are some of the top reasons to attend the Show.

„ 2,400+ Exhibitors: With so many brands projected to exhibit, this is where the industry and media gather to see the products and concepts that companies will be delivering to the marketplace in 2025. The event's multifaceted nature generates unmatched ROI while meeting your company's business goals.

„ Millions of Square Feet Under Roof: The size and scope of the SEMA Show provide your best opportunity to discover new product, increase your awareness of industry trends and innovation, and grow your business in the coming year—and beyond.

„ 12 Product Communities: You'll find a dozen distinct product sections conveniently gathered in one place, bringing ease and efficiency to your search for the brands and innovations most relevant to you and your business. There's a place for everyone at the SEMA Show.

„ 1,400+ Vehicles on Display: The Show's wide variety of vehicle displays help familiarize you with the countless new concepts, ideas and products being presented by exhibiting brands—while leading you directly to the booths where you'll find those products on the Show floor.

„ SEMA Education: The Show offers the largest, most robust, customizable industry education platform for empowering your business, pursuing your own professional development, and training/developing your team.

„ 140,000 Attendees, Including 70,000 Buyers and Decision-Makers: The global industry gathers to engage with the entire automotive aftermarket in one location, strengthen and nurture business relationships, generate leads, and forge the business connections to be successful. Your competition will be here, shouldn't you be too?

„ 2,500+ Media and Content Creators: This massive presence of global media reps whets enthusiast and consumer appetites for the trends and products coming their way—and you can witness first hand what's wowing the crowds and the news being made. This presents a tremendous strategic advantage for your business.

„ 140+ Countries/Territories Represented: If you're looking to expand markets beyond the United States, there's no better venue than the SEMA Show.

>>Feature and display vehicles of every shape and kind can be found inside and outside the Show's many halls. Replete with aftermarket products and mods, they clue attendees in on what their customers will be buying in the coming year.

At its core, SEMA Week is all about relationships— building new connections and reinvigorating existing ones. Although meeting with exhibitors on the Show floor will often be an attendee's main focus, the SEMA Show also offers numerous other high-quality networking events and opportunities. First, there's the Show's annual Tuesday-morning Kickoff Breakfast, featuring New Products, Manufacturer and Channel Partner of the Year Awards.

"ATTENDING THE SEMA SHOW IS AN INVESTMENT IN YOUR BUSINESS, BUT IT SHOULD ALSO BE AN INVESTMENT IN YOURSELF AND YOUR PERSONAL AND PROFESSIONAL GROWTH…"

This year, the Show will also introduce its first-ever industry party Tuesday evening, featuring music, entertainment and industry camaraderie. Throughout Show Week, there are also a variety of SEMA council and network mixers highlighting different industry categories where attendees can relax, forge new relationships and trade insights.

Of course, the Show's highpoint gathering is the Thursday-night Industry Awards Banquet at the Westgate Resort, which is immediately preceded by a cocktail reception. Highly anticipated each year, the event includes networking, entertainment, a glimpse of industry trends, dinner and awards, and other surprises.

"One of the great things about our industry's people is the camaraderie they experience in hanging out together—you see it at races and every type of automotive event," observes Gattuso. "The SEMA Show is no exception. We're creating a platform where everyone can come together, enjoy each other's company, do business, build and preserve our industry's future, and be excited by it all."

"We've also seen that those who come to our Show are unique in their networking expectations," adds Tompkins. "They're looking to continuously network and build community throughout the Show in non-traditional ways. So we build our Show floor, events and outdoor areas to accommodate that. Even our mobile app connects attendees and exhibitors in a manner that facilitates follow-up."

Fisheye top view of the New Products Display area with people browsing displays
>>With seemingly countless innovations introduced each year, the New Products Showcase ranks among the Show's top attendee destinations. The products carry scannable QR codes to lead attendees straight to their exhibitors on the Show floor.

"WITH ONE PLANE TICKET OR CAR TRIP, ONE HOTEL ROOM, AND A SINGLE WEEK'S WORK, YOU CAN TALK WITH AS MANY AS 2,400 COMPANIES IN ONE VENUE…"

Aerial view of the FutureTech area with people browsing displays
>>Dedicated sections like the FutureTech Studio keep attendees up-to-date on the industry's latest trends and emerging technologies.

A NONSTOP IMMERSIVE EXPERIENCE

The SEMA Show is often described as an immersive experience—a venue where attendees can escape their businesses for a few days to experience new products, trends and innovations first hand. In fact, the entire Show environment is specifically designed to stimulate the senses, promote extensive industry interactions, and impart learning. Of course, the Show floor teems with product demonstrations. Meanwhile, approximately 1,400+ display vehicles can be found throughout the LVCC halls and in specially designated outdoor locations. More than simply "show cars," the builds illustrate real-life applications of specialty performance and appearance parts and accessories. Feature vehicles also carry QR codes that can be scanned with the Show's mobile app for detailed information about the products used in the build and where their manufacturers reside on the Show floor.

Popular outdoor attractions also include Optima Village, the Toyo Treadpass, the Overlanding Experience and the Shell Performance zone, among others. But it's the outdoors vehicular action that takes the immersive nature of the Show to a whole other dimension. Through activations ranging from ride-and-drives to drifting and other performance demonstrations, attendees get to see industry products put through their paces.

"Even the SEMA Cruise that closes the Show on Friday has become a time-honored experience," says Gattuso. "The SEMA Show is constantly in motion and these and other activations represent great educational experiences where you can observe trends and products in action." Really that phrase "constantly in motion" is an apt description of the entire SEMA Show.

No two Shows are the same, and SEMA continues to evolve the signature trade event to meet the changing needs of the specialty automotive community. "We're staying on top of the many trends in our workforce," Gattuso explains. "Its average age is getting younger, and right now Millennials outnumber any other group. Like other generations, they want to see and touch new product, but they're also into experiential marketing and events, and our Show is reflecting that shift."

Whether forging new connections or strengthening existing ones, relationship building description of the entire SEMA Show.
Exhibitor and potential buyer interacting at booth
>>Outdoor activations exude the thrills and excitement of the specialty automotive marketplace while demonstrating industry product in action.

"WE'RE CREATING A PLATFORM WHERE EVERYONE CAN COME TOGETHER, ENJOY EACH OTHER'S COMPANY, DO BUSINESS, BUILD AND PRESERVE OUR INDUSTRY'S FUTURE, AND BE EXCITED BY IT ALL."

>>The aftermarket workforceand its customers aregetting younger, and the SEMA Show is constantly evolving with experiential events and education programs to meet the expectations of a changing marketplace.

"We're staying on top of the many trends in our workforce," Gattuso explains. "Its average age is getting younger, and right now Millennials outnumber any other group. Like other generations, they want to see and touch new product, but they're also into experiential marketing and events, and our Show is reflecting that shift."

AN EDUCATIONAL INVESTMENT

Take for example the Show's education program, which has grown to encompass a powerfully diverse range of speakers and topics, with learning opportunities spread throughout the LVCC (see p. 48).

"Attending the SEMA Show is an investment in your business, but it should also be an investment in yourself and your personal and professional growth," Gattuso says. "So we've prioritized some great learning tracks to help you enhance your abilities and talents. We also encourage business owners to leverage our curriculum to help train and transform their staffs."

Tompkins adds that SEMA Education offers a range of skills-advancing seminars, with topics running the gamut from digital marketing to future automotive technologies. "We've also partnered with I-CAR, SCRS and other industry and business leaders to help attendees understand and fill any gaps in their trade and leadership skills and expand their knowledge of emerging trends and best practices."

Tompkins further emphasized that attending the Show is more than an investment in an attendee's future—it's also an investment in their industry since the SEMA Show helps fund the association's many initiatives and programs throughout the year. These include industry and consumer advocacy, business services to SEMA members, educational initiatives, and public and government affairs programs to protect aftermarket and enthusiast-consumer choice. "Uniting around the SEMA Show platform has a lot of short-term benefits, but it also has the longterm effect of showcasing what's important to us as a collective industry and helping support SEMA's year-round efforts to promote the automotive lifestyle," he explains.

Summing up the SEMA Show, Gattuso says: "A key thing to understand is that our exhibitors are working on new products and innovation all year long, but they often prefer to debut them at the SEMA Show. It may be something on a worldclass vehicle build, or an innovation they're showcasing in their booth, but it's what keeps buyers, media and others returning each year in huge numbers. And as an attendee, you're getting in at ground zero of it all."

"I think the continued success of this Show speaks volumes for the resilience of our industry— especially coming out of COVID—and its constant ability to innovate and improve products to keep the automotive aftermarket and lifestyle healthy for decades to come."

>>The Show's world-class education program is designed to enhance your personal and professional skills and knowledge, with experts delivering practical and proven tips for growing every type of automotive business.

Ignite Your Industry Impact

Ignite Your Industry Impact

UNLOCKING EDUCATIONAL OPPORTUNITIES AT THE 2024 SEMA SHOW

BY CRISTIAN GONZALEZ

Automotive industry legend Lee Iacocca once said, "The only way to make money as a car company is to come up with something so different that people can't look at what you're doing and say 'me too'… You've got to be different. You've got to be adaptive."

Certainly not everyone attending the SEMA Show is designing the next industry-shifting car, but industry experts would agree that specialty-equipment professionals and businesses need to stay adaptive and knowledgeable about emerging trends, new technology-based skills, and the latest ways to make the work culture thrive. This November 5-8, SEMA Education at the 2024 SEMA Show aims to assist individuals from all sectors of the automotive industry in achieving these goals.

Every year attendees ranging from C-suite executives to fleet mechanics sign up for multiple panel discussions and courses offered at the Show to enhance their learning opportunities beyond the Show's exhibits and events. Folks who plan on getting the most out of their Show experience will want to keep an eye out for the full education schedule, soon to be released.

GETTING THE MOST FROM YOUR SHOW EXPERIENCE

According to SEMA Vice President of Membership, Education, Research and Councils Zane Clark, "This year's robust education offerings are specially designed to amplify the attendee's Show experience."

Clark characterizes the Show education program as a "convergence of various avenues for learning." Attendees witness the industry's latest products, services and trends on the Show floor, then leverage that exposure to deepen their knowledge and insights in the Show's seminars. These educational sessions also facilitate connections with fellow business owners, employees and potential future partners.

>>(Left) From digital marketing to category-specific seminars, SEMA Education covers every aspect of aftermarket business and technology.
>>(Right) SEMA Education partner I-CAR brings practical training in MIG welding and other skills to the 2024 SEMA Show. I-CAR is just one of several high-level SEMA Education partners.

"When you go through these learning experiences with people that are like-minded or have similar challenges, you get the knowledge that's provided to you," he notes. "But you also have the opportunity to expand your network and have conversations with people that are going through similar challenges that your business may be going through, or that you may be going through personally."

SEMA COUNCIL- AND NETWORK-POWERED COURSES

Gary Vigil, SEMA senior manager of professional development, says that SEMA Education seeks to "attract individuals reflecting all our different market segments, job responsibilities and organizational levels." To build this diverse learning plan, SEMA calls upon its various councils and networks. This year, eight of these organizations will be powering nine panels and lectures featuring industry legends and decision-makers. "We have some big names planning on participating in these lectures," says Vigil. Although not available at press time, attendees can keep up-to-date with all the coming presenter announcements on the SEMA Show website. What can be shared here are the program titles and the material they will be touching on:

● SEMA Women's Leadership Symposium: Connecting Women, Empowering Futures, Powered by SEMA Businesswomen's Network (SBN)— Building on their work of empowering female leaders in the industry, SBN's forum will give women a space to collaborate and catalyze change in their respective fields and communities. This five-hour event includes skill-building workshops, fireside chats, the Circle of Women networking luncheon, and a C-suite-level insights panel offering firsthand knowledge on leadership development for women in leading roles. This includes the first-ever "Shining the Spotlight on Women" program honoring women who strive and succeed at the cutting edge of the automotive industry's many disciplines, such as engineering, design, leadership and innovation.

● Empower Yourself: Harnessing the Potential of AI for Women in the Automotive and Specialty- Equipment Market, Powered by SEMA Business Network (SBN)—SBN recognizes that AI is gaining prominence in every sector, and the specialtyequipment industry is no exception. This seminar will introduce how AI is applied in the industry on a beginner level. Using real-world case studies, attendees will also learn AI's various capabilities and how to utilize them to increase output for their businesses.

● Truck and Off-Road Builders Panel, Powered by SEMA Truck & Off-Road Alliance (TORA)—Truck and off-road vehicle accessories hold a prominent position in the market due to the escalating popularity and influence of the off-road and overlanding scenes. Attendees can expect expert insights from this panel of shop owners and managers, who will discuss current trends and the future direction of the truck and off-road sector.

● Hot-Rod Builders Panel, Powered by SEMA Hot Rod Industry Alliance (HRIA)—This is an excellent opportunity to meet with experienced vehicle builders and craftsmen in a more casual setting. Showgoers can use this time to engage with panelists and gain relevant insights into navigating the business of building hot rods.

● Education of Restoration, Powered by SEMA Automotive Restoration Market Organization (ARMO)—Armed with increasing disposable income and leisure time, Gen X'ers and Millennials are making a larger impact than ever on the restoration market. Restoration businesses will find great value in ARMO's panel discussion on key methods to attract these younger demographics to their products and services.

● Wheels Up at 10: Vehicle Applications, Powered by SEMA Wheel, Tire, Suspension and Brake Council (WTSBC)—This free one-hour seminar touches on tangible skills such as: how to find tire load at a given air pressure and how tire-rim widths are calculated; lowering a vehicle; alignment; the camber plates needed based on the amount lowered; brake upgrades; and the overall effect on performance.

Legacy EV's High Voltage Safety Training course offers in-depth, hands-on training for safely working with electric vehicles and their high-risk components.

● Attracting and Retaining Young Talent in the Automotive Industry, Powered by Future Leaders Network (FLN)—FLN recognizes what young recruits can bring to the table for any growing business. This timely panel discussion will address ways to attract fresh young talent and, more importantly, how to retain young employees as valuable assets to your organization.

● Five Successful Strategies Restylers Use to Grow Business, Powered by Professional Restylers Organization (PRO)—In this seminar, panelists will explore the top five strategies crucial for running a successful operation within the automotive restyling sector. Per Clark, "If you're in or operate a small business, you'll find plenty here to help your business succeed, prosper and get to the next level." Whether one aims to enhance vehicle aesthetics, performance or functionality, these tips will provide the knowledge and tools needed to thrive in the dynamic world of automotive restyling.

● ETTN Lunch and Learn: Practical Use of Alternative, Synthetic and Hydrogen Fuels, Powered by Emerging Trends & Technology network (ETTN)—A Lunch and Learn session that features a panel of experts in the industry sharing their knowledge topics related to the use of alternative fuels in internal combustion engine (ICE) vehicles. Following the panel discussions, attendees will have the chance to ask the panel questions on the topics previously discussed.

SEMA EDUCATION PARTNERSHIPS

In addition to tapping SEMA's own councils and networks, SEMA Education has also partnered with organizations whose missions include professional education, such as the Society of Collision Repair Specialist (SCRS) and Inter-Industry Conference on Auto Collision Repair (I-CAR). Their Show seminars will impart a broad range of industry-specific knowledge, including techniques in MIG welding and electric-vehicle (EV) technology repair (I-CAR), as well as AI and best practices in the collision-repair sector (SCRS). The Tire Industry Association (TIA) will also offer six seminars on various tire-related topics that anyone in the sector will find useful.

Legacy EV, a well-known vehicle electrification/conversion company, is meanwhile set to host two of the most intensive sessions in the entire Show education program. "Their EV 101 program last year was such a success," says Vigil, "that this year we're going out of the gate with courses on two days to offer attendees a chance to attend either session. However, each session is limited to the first 20 registrants."

Electric Vehicles 101 will focus on the fundamentals of EV powertrains and some of the safety practices that come with working with this technology. The class is broken into two sessions—morning and afternoon. The first session is a more lecture-style focus on how these vehicles are powered and how their components function. Attendees will then be able to apply the knowledge from the morning session to diagnosing and solving EV performance issues in the afternoon. Once completed, attendees will receive an EV 101 certification from Legacy EV.

The longest session in the education lineup is Legacy EV's High Voltage Safety Training. Working on electric vehicles carries a large amount of risk because of the high voltage a mechanic could accidentally encounter. To keep shop owners and workers safe, Legacy EV is offering an eight-hour class overviewing essential safety precautions for working on an electric vehicle.

>>(Left) SEMA's educational content is designed to engage and enrich industry pros of all backgrounds, from C-suite executives to fleet mechanics.

 

 

>>(Right) A staple of the SEMA Show, the SCRS OEM Collision Repair Technology Summit keeps repair and shop professionals on the leading edge of emerging OEM technologies.

According to Vigil, the curriculum is so in-depth that people signing up for the class will be issued some "pre-work before they even get to the Show." This provides the attendees with certain baseline of knowledge before diving into the workshop. Topics such as proper PPE, electrocution prevention, aiding high-voltage shock victims and much more will be touched upon in this course. This high-value session has drawn much interest from attendees. (Don't be surprised if it fills up quickly in the coming weeks.)

The Dale Carnegie program is well known for its leadership development courses, and this year instructors are offering a tailor-made course for SEMA Show attendees. According to Vigil, "In previous years, Dale Carnegie offered up to six different sessions to choose from, each session presented for a separate fee. This year, the program will comprise one six-hour class encompassing three sessions." The skill-building class blends three interactive workshops with a range of presentations to hone a professional's abilities to lead with assurance, empower their teams and achieve tangible results.

Participants will also develop the confidence, communication prowess and strategic mindset necessary to excel in leadership roles within the automotive sector. Whether aiming to lead a dealership, manage a manufacturing plant, or spearhead marketing initiatives, this program is designed to equip individuals with the tools and strategies needed to thrive in the fast-paced world of automotive leadership.

Summing up SEMA Show education for 2024, Clark says, "It's this kind of immersive learning experience that you can't get anywhere else. No other trade show can compare to the type of learning dynamic SEMA Show attendees can experience. From marketing, leadership, sales, research and trend information, to social media-I think the Show program this year is going to be one for the books."

For further details and descriptions regarding the 2024 education schedule watch for updates on the official SEMA Show website, semashow.com. There, you'll also be able to customize, plan and print out your own itinerary via the My Show Planner feature. The planner helps you create an efficient SEMA Show experience tailored to your specific business goals while getting the most out of this year's event.

THE 2023 SEMA NEW VEHICLE AWARDS

THE 2023 SEMA NEW VEHICLE AWARDS

Recognizing the Most Customizable New Vehicles for the Coming Year

Compiled by SEMA MAGAZINE Staff

Each year prior to the SEMA Show, exhibitors are asked to select the new vehicles that, in their judgment, represent the best opportunities for customization and accessorization via the aftermarket for the coming year. Vehicles are chosen in six separate classes, and the winners are announced before the start of the Show. This year’s announcement was made on Monday, October 30, before the opening of the 2023 Show.

“The SEMA New Vehicle Awards recognize the newest OE platforms that offer the greatest opportunities for customization,” said Warren Kosikov, SEMA vice president of sales. “SEMA Award-winning vehicles are setting the pace in the enthusiast aftermarket, and the 2023 SEMA Show will host many of these award-winning vehicles, each built and accessorized in its own unique way.”

What follows on these pages is a sampling of the winning vehicles that exhibited at the 2023 SEMA Show.

SEMA Car of The Year
Ford Mustang

The world’s best-selling sport coupe, Ford’s iconic pony car has been a perennial favorite with the aftermarket, and the all-new, seventh-gen ’24 model provides opportunities galore for builders looking for new platforms on which to create.

“Ford customers love to personalize the performance and appearance of their vehicles, especially Mustang, Bronco and Ranger,” said Mark Wilson, Ford North America vehicle personalization manager. “The Ford Performance parts packages we’re debuting combine the latest design trends with aftermarket accessories engineered to work with these vehicles out of the box.”

Ford brought the new Mustang FP800S concept package to the 2023 SEMA Show, which can be built atop any ’24 Mustang GT coupe with the addition of a new 3.0L, sixth-generation Whipple Supercharger kit, which also available independently of the FP800S package. The FP800S performance package elevates total output to at least 800 hp.

To help manage the fury of the additional horsepower over the standard Mustang GT, the FP800S includes a Ford Performance half-shaft upgrade kit and a street lowering kit. Options include a Borla cat-back exhaust with quad 5.0-in. exhaust tips and carbon-fiber aero elements.

SEMA FullSize Truck of The Year
Ford F-Series

Ford’s best-selling pickup celebrated its 75th birthday in 2023, and after 14 generations, it’s still a popular platform for specialty-equipment manufacturers and consumers alike.

For 2024, Ford offers the F-150 in eight different trim levels, from the base-model XL to the Baja-ready Raptor, with three cab configurations, three bed lengths, and engine options ranging from the flex-fuel capable 2.7L EcoBoost V6 with Auto Start-Stop Technology to the legendary 5.0L V8, which combined with a 10-speed automatic transmission delivers 400 hp and 410 lb.-ft. of torque.

“The Ford truck team’s ability to anticipate customer needs, continuously innovate, and provide best-in-class levels of capability and performance has helped make F-Series the sales leader time and time again,” said Kumar Galhotra, president, Ford Blue. “We’re honored and humbled that our customers have helped us achieve this milestone for more than four decades.”

SEMA 4x4/SUV of The Year
Ford Bronco

A hit from its inception, the three-year-old Bronco has already spawned a robust and growing aftermarket for model-specific parts ranging from suspension components to exterior bolt-ons to cargo, overlanding and lifestyle gear.

At the 2023 SEMA Show, Ford showcased the Bronco Ford Performance ORV concept package, which is available on any Bronco Base, Big Bend, Black Diamond, or Outer Banks with the 2.3L EcoBoost engine and either automatic or manual transmission. It starts with a 2.0-in. lift via a Bilstein suspension, which accommodates 17-in. white wheels and 35-in. tires. The Bronco package also adds a unique software calibration for the 2.3L engine. Ford Performance options for the ORV pack include a high-clearance Borla cat-back exhaust, an ARB jack and mount and an underhood compressor.

Ford also exhibited the Ford Accessory Personalization concept package, which included retro-cool graphics, an open-air Bimini roof, tube doors and painted wheel arches and grille from the Outer Banks trim, all of which aimed to represent the carefree attitude of a beach-going vehicle.

SEMA Sport Compact of The Year
Nissan Z

Long a favorite of tuners, Z-cars enjoy a healthy presence at the SEMA Show each year, and Nissan’s newest should likewise appeal to performance builders and accessorizers.

Nissan’s Thrill Street exhibit at the 2023 SEMA Show showcased a wide range of production and concept vehicles, including the ’23 Nissan Z NISMO, a Safari-style Z concept vehicle and a replica of the Datsun 240Z rally car that helped cement the Z’s place as a sports car icon with its victory in the 1971 East African Safari Rally.

The Nissan Z doubles down on thrilling performance for the ’24 model year with the return of Z NISMO, which delivers features 420 hp and numerous handling, braking and chassis enhancements that elevate its performance on the racetrack.

Additionally, the ’24 Nissan Z Sport and Z Performance continue to offer buyers options to configure a Z that suits their driving style. A standard 3.0L V6 twin turbo engine rated at 400 hp is mated to a six-speed manual transmission with Exedy high-performance clutch as standard, or a responsive nine-speed automatic transmission with paddle shifters.

SEMA EV of the Year
Ford F-150 Lightning

“Highly anticipated” would be an understatement to describe Ford’s all-new electric truck. Ford received 200,000 preorders before a single unit was built, and supply-chain disruptions have caused production delays. Still, the F-Series has been America’s best-selling truck for 45 years running, so this latest addition to Ford’s fullsize pickup line should be a hit with consumers and customizers, too.

“Earning North America’s EV of the Year is huge for the team that has been working so hard to build and deliver as many Lightnings as possible, as quickly as possible,” said Jim Farley, Ford president and CEO. “We’re moving fast to further ramp production to a 150,000-run rate this fall and pushing to improve every aspect of this truck. We’ve started delivering Lightnings from the factory with a fantastic new user interface update to improve the driver experience that we’ll also roll out to all of our Lightning owners over-the-air.”

“When America’s best-selling vehicle goes electric, you know the transition has momentum,” said Karl Brauer, NACTOY juror and freelance journalist for Forbes. “Ford’s effort to create an all-electric F-150 is remarkable because it combines the standard truck’s dimensions, which means it retains massive aftermarket support, with substantial upgrades to areas like storage and mobile power support. It’s really the best of all worlds, giving the F-150 Lightning a wide range of applications for both traditional and new-to-the-segment truck customers.”

SEMA MidSize Truck of the Year
Toyota Tacoma

Toyotas in general are perennial favorites of accessorizers, and Toyota’s all-new fifth-gen Tacoma holds additional promise for the coming year. Toyota is offering the Tacoma in eight different models, so consumers (and customizers) will have a variety of palates on which to realize their own artistic visions.

“We are proud to receive the SEMA Midsize Truck of the Year award,” said Mike Tripp, group vice president, Toyota Marketing. “The SEMA Awards celebrate the creativity and personalization that play so heavily with customers. For 2024, we have built a Tacoma for every person and every lifestyle with the flexibility to allow customers to find their own adventure and push the boundaries of what’s possible.”

At the 2023 SEMA Show, Toyota exhibited seven ’24 Tacomas that represented just a few of the many possibilities Tacoma offers. The concepts and specialty builds include the Tacoma Blue Beetle in addition to accessorized versions of Tacoma TrailHunter, Tacoma TRD Pro, Tacoma TRD Off-Road and more. Toyota also debuted the ’24 Tacoma X-Runner Concept, Toyota Calty Design Studio’s take on what a 3.4L twin-turbocharged V6 in a slammed street truck could look like given the flexibility offered by Tacoma’s TGNA-F product platform.

From the President and CEO

From the President and CEO

Seizing the Momentum

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

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

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

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

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

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

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

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

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

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

President and CEO
Mike Spagnola

SEMA SHOW EDUCATION

SEMA SHOW EDUCATION

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

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

Compiled by SEMA Magazine Editors

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

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

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

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

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

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

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

The Changing Landscape of Customer Service

The Changing Landscape of Customer Service


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

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

By David Bellm

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

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

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

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

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

Customer Service Evolution

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

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

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

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

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

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

Platforms for Work and Play

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

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

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

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

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

Reaching Out

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

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

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

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

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

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

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

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

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

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

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

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

Different Modes for Different Folks

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

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

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

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

Counterpoint: Ignoring Social-Media Customer Service

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

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

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

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

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

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

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

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

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

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

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

Sources

Design Engineering
designengineering.com

Impact Social Media
impactsocialmedia.com

RacingJunk.com
racingjunk.com

Turn 14 Distribution
turn14.com

Welcome to the 2023 SEMA Show

Welcome to the 2023 SEMA Show

 

Tom Gattuso - SEMA Vice President of Events

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

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

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

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

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

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

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

See you in Las Vegas!

Tom Gattuso

SEMA Vice President of Events

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