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

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

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

TIM TEBOW TO HIGHLIGHT MAIN STAGE EXPERIENCE

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

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

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

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

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

CHIP FOOSE RETURNS TO THE 2023 SEMA SHOW

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

SEMA FEST TO DEBUT NOVEMBER 3–4

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

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

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

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

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

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

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

SEMA Awards Presentation
Silver Drive, Outside the Central Hall Entrance

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

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

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

SEMA Central
Grand Lobby

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

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

SEMA Show Kick-Off Breakfast
Westgate Paradise Event Center

• Tuesday, October 31, 7:30 a.m.

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

The New Products Showcase
North Hall, Booth #10061

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

Art Walk
Central Hall

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

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

Feature Vehicle Displays
Various Locations

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

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

SEMA Overland Experience
Diamond Lot Booth #71000

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

SEMA FUTURETECH STUDIO
Central Hall, Booth #24401

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

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

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

SEMA Industry Awards Banquet
Westgate Paradise Event Center

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

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

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

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

SEMA Cruise Presented by CTEK
Silver Drive

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

LVCC Loop
West Hall, Central Hall, Lower South Hall

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

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

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

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

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

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

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

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

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

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

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

The Return to Glory

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

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

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

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

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

SP:What first attracted you to Donk racing?

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

SP: Why did you start the NDRA?

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

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

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

Today's rapidly evolving vehicle landscape can leave many in the specialty-equipment industry wondering where and how they'll fit in to a future of battery-electric and other propulsion alternatives. What challenges will aftermarket businesses face, and what new opportunities—if any—lay ahead? Fortunately, 2023 SEMA Show attendees will discover the answers to these questions and more in a newly expanded SEMA FutureTech Studio, October 31–November 3, in Las Vegas.

Formerly known simply as SEMA Electrified, the exhibit space is being rebranded to reflect the wide range of emerging vehicle propulsion technologies designed to address emissions and carbon-reduction concerns. Relocating to the Las Vegas Convention Center's (LVCC) Central Hall, the exhibit will go beyond battery-electric vehicles (BEVs) to wow attendees with the latest hybrid, clean hydrogen, compressed natural gas (CNG) and fuel cell solutions, along with promising new developments in "synthetic" biofuels.

"When you think about the evolution of the automobile and its performance over the last six decades, the SEMA Show has always been at the epicenter," said SEMA Vice President of Events Tom Gattuso. "It's the one Show where industry visionaries come together to shape not only how automobiles are enjoyed and accessorized, but also their future direction. The drive to innovate is part of our industry's DNA, and a hallmark of the SEMA Show."

The SEMA FutureTech Studio reflects SEMA's "tech-agnostic" stance toward achieving cleaner, better-performing vehicles. Recently, SEMA President and CEO Mike Spagnola noted that "SEMA prides itself on maintaining a forward-looking vision that embraces new technology, including EVs and other zero-emissions vehicles.

"The specialty automotive aftermarket has led the way on alternative fuel innovations, from replacing older engine technologies with newer, cleaner versions to converting older internal combustion engine [ICE] vehicles to new electric, hydrogen and other alternative fuels," he said, adding that while embracing such innovations, SEMA opposes excessive regulation that limits consumer choice. Rather, SEMA favors market-driven solutions to protect the environment.

"SEMA and the SEMA Show take a 360-degree view on meeting clean-propulsion challenges," added Gattuso. "That's why we think this special Show feature is going to be particularly impactful."

Category Growth on Display

SEMA Trade Show Director Andy Tompkins noted that the Show added the SEMA Electrified exhibit in 2019, and it has significantly grown each year since. However, moving the FutureTech Studio to the Show's Central Hall now puts it front and center for attendees eager to grasp new business opportunities.

"The Central Hall, like the name implies, is a hub of the Show," he explained. "So positioning the exhibit there is very strategic. It's a showcase that helps attendees to really understand what's happening in the category. They'll see some of the latest OEM offerings, how they're being accessorized, and how the industry is already pushing the creative envelope with new innovations, parts and services."

The square footage of the exhibit space, along with the sheer variety of vehicles and products displayed, will also increase for 2023, according to SEMA Director of Vehicle Technology Luis Morales, who is playing a lead role in organizing the section. "We were able to grow SEMA Electrified to 60 BEVs in 2022, but with the addition of hybrids and other alternative powertrains, the FutureTech Studio will be much more robust," he said. "We're also reserving certain booths around the feature area for companies specializing in this category. We want to showcase what this entire category really looks like for our industry."

"Clearly, we've reached a tipping point with electrification—at least 5% of vehicles sold are now BEVs, and that percentage is growing. They're here to stay. But there are still a lot of ICE vehicles out in the consumer world already. So how do we make those clean? That's going to be through alternative fuels, and we're going to highlight that too."

The space is also adjacent to the Show's Racing & Performance section, which is also appropriate, given the racing industry's recent moves toward carbon neutrality. "A lot of advances are being pioneered by the racing industry right now,"
noted Morales.

Morales further pointed out that hydrogen is an ICE alternative, which will make it an attractive choice for many specialty-equipment businesses already familiar with that terrain. "So we're going to showcase vehicles powered by hydrogen alongside hydrogen-fuel-cell vehicles. And then we'll also showcase advances in eFuels, from propane to biofuels and ethanol."

Tompkins meanwhile believes the electrification and alternative-propulsion category is opening a fresh avenue for the aftermarket to engage with major automakers. "Obviously, a lot of the OEMs owe their histories to ICE, but we and the OEM community understand that things are evolving. We all want to deliver our customers new vehicle innovations and marketable options. This section of the Show helps us all to collaborate on that," he said.

Advancing New Opportunities

Just as importantly, the revamped SEMA exhibit is a place for Show attendees to discover fresh opportunities.

"It's important to explore new technology because that's what so many of our customers are looking for today," Tompkins asserted. "They're more focused on sustainability and environmental impact. We can continue to power our industry for years to come if we understand this emerging market."

"Those attendees who can leverage this space can outpace their competition. They can start to think about new revenue streams or other innovations that might not be available today," emphasized Tompkins, adding that the Show's education program will also feature a number of future-tech-oriented seminars.

Carbon-neutrality has become a hot-
button topic, and many automotive events have recently popped up to grab consumer media attention. But for the aftermarket, the SEMA Show remains the one global trade event uniquely dedicated to the business-to-business connections that push the industry forward.

"The reason we're uniquely situated as a home for EV and future propulsion is that we bring together the entire gamut of the automotive process from engineering concept to finished application and everything in between," said Gattuso. "What's unique about the SEMA Show is we have OEMs, suppliers, builders, manufacturers, retailers—this whole ecosystem covering every angle of the automobile and its potential."

The State of The Industry

The mobile-electronics industry took a hit during the first year of the COVID-19 pandemic, with a 5% decline in sales worldwide in 2020, according to Fortune Business Insights, as supply-chain disruptions and a steep decline in new-vehicle sales both inhibited market activation. Since then, the industry has rebounded despite continued sluggish new-car sales, with a global market valuation of $295 billion in 2022 and a forecast to reach $415 billion by 2028, with a compound annual growth rate (CAGR) of around 7%, according to a 2022 survey published by Statista.

"We are coming out of a time where initial uncertainty yielded unforeseen opportunity," said Zach Luke, national sales manager for Rockford Fosgate. "The market flourished, and companies that were able to adapt and pivot found success, growth, and a resurgence of consumer interest. Consumers' spending options were narrowed, which focused them to engage and prioritize discretionary spending to categories that were maybe once not a priority on the 'wants' list but which had now become in demand as an edifying option."

"The market is, I think, kind of flat," said Jeff Varick, founder and director of business development and connected vehicle services for BrandMotion Solutions, adding that the market appears to be fragmenting into more granular niche segments. "You really have to know your customer and the particular use cases that customer has."

The need for onboard safety has never been greater. Auto-related fatalities rose again in 2022 to an estimated 46,000 deaths, according to the National Safety Council—a 22% increase since 2019, even though total vehicle miles traveled in 2022 were still below pre-pandemic levels.

"We have big problems on our nation's roads, a big national public health problem," Varick said. "A lot of it's due to speeding, drugs or drinking, and then cell-phone distraction. So solutions for those things are where I see the most activity right now in the safety end of the mobile-electronics market."

Meanwhile navigation systems and mobile TV and video cameras for automotive applications currently constitute a North American market size of nearly $1 billion, according to recent "SEMA Market Report."

Sales of premium audio systems have also shown signs of growth. "We have seen an uptick in sales of higher-priced, higher-end car audio amps and speakers in our Hifonics and MB Quart brands," said Sherman.

Consumer demand for higher-end audio has forced companies to continue to innovate. "Our continual development of upgraded in-car solutions keeps us on the cutting edge of technology as consumer expectations of performance, reliability, overall integration, and fit-and-finish are high," said Luke. "This allows us to 'push' our propriety technologies into the platforms where we're seeing our customers engage."

Looking at future trends, Varick sees electrification as the most likely new growth market. "I'm bullish on fleet and EVs, which are coming faster than shared mobility and faster than V2X. Electric vehicles aren't that different—it's just a different powertrain—so it creates another segment of the market to look at for opportunities."

As an example, Varick explains, "We have a pretty successful digital rear-view mirror that gives you a full video screen on the mirror. You push a button, and it goes back to being a regular mirror. But when it's a video screen, it's seeing behind you. Even if you have people in the back seat, it's just a camera pointing backward. So we just added a version of that that has a wireless trailer camera for RVs or for a trailer that you're towing, and a custom third brake-light bezel that watches the bed of your pickup."

Our sources emphasized the need for a robust presence across numerous social-media channels to optimize marketing.

"Most of our brands' ad dollars go to social now as it's the most targeted way to reach consumers," said Sherman. "Niche products require niche marketing, and this provides a clean way for us to market direct to the consumer and drive business to our retail and distribution partners."

Looking Ahead

Sherman echoed the sentiments of our panel with his near-term forecast. "We feel that business will be up in all segments, but not without challenges."

"Our objective is to continue creating demand by delivering industry-leading product and service," said Luke, "which enables us to continue capturing consumers open to buy."

The market is more fragmented now," Varick concludes, "so you need to find a market that isn't getting served by the OEMs or the general aftermarket."

"That's what started hot rodding," observed Classic Instruments COO John McLeod. "If you remember, it was, 'I can't afford anything, so I went to the junkyard and there were a lot of '32 Fords. Let's drag one home.'"

"They also made a lot more trucks than musclecars," Perkins adds. "The smog-era trucks still had V8s, whereas most of the cars went to V6s and four-cylinders. They're all rear-wheel drive, and they made each body style for years or even decades without real big changes."

"They're like Tri-Five Chevys in that sense," McLeod opined. "The funny thing is, when we were asking what's next, nobody saw trucks."

"We've seen a lot of growth in the '89–'98 old-body-style trucks as well," Grantmeyer said. I think it's kind of driven by what platform is affordable for people to start modifying. So, people are going where they can and a lot of that's—and I can't believe it—the OBS trucks. We started shipping after [the SEMA Show] and things have taken right off on us."

"You know, we're working on a kit for the OBS truck now," said Vintage Air President Rick Love. "That's going to be our next new bolt-in SureFit system."

The Bad

The consensus isn't quite as solid regarding the obstacles, a good thing since the supply chain was the unifying cry this time last year. "On our end, the supply chain stuff's starting to heal up," Love said. "Our lead times for systems are going down."

"Our biggest problem right now is getting small parts to finish harnesses," Overholser added, explaining the abundance of square-body part numbers languishing in barrels due to a shortage of ignition-switch plugs. "So now we're looking at having molds made at like $60,000, $65,000 a shot."

Ford's more recent discontinuation of a connector, and Delphi's decision to discontinue connectors that GM used in everything from 1955–1979, inspired Painless to explore other options, among them 3-D printing. "We had another company draw it and we bought a 3-D printer so we can make 'em ourselves." Make no mistake: vendors will eventually fill that market gap, but by then Painless will have found other problems to solve with its printing program.

The next pressing issue? "Labor,"
Grantmeyer lamented. "Getting people to understand that it's a 40-hour work week and that work is more than just showing up is a problem," he said.

"Well, we've got plenty of people in the plant as far as assembly workers, [but] it's hard to find someone who really wants to get into engineering," Overholser said. "We've got people in the tech department, but getting them there every day is a
challenge."

"I hate to say it because I like to dabble with youth engagement," said Amy Fitzgerald, HRIA select committee member and co-owner of Cool Hand Customs in Middleton, Wisconsin. "We have a high school and an alternative school across the street from us, and they just built a $12 million addition. It's like a small college campus. But there is not even one room for automotive. They don't even have a basic welding class. So, it makes it very difficult to get any of these kids involved."

"We're running multiple ads, word of mouth, and the usual," Sandoval said. "But it's…it's just frustrating. I don't know what else we can do."

But hot rodders are nothing if not creative. "In the sales staff, I've had great success getting enthusiasts out of the auto-parts industry," Grantmeyer said. "They got all the patience in the world: They can sit there face-to-face with somebody screaming at them about their broken car on a Sunday. They also have a good foothold in automotive knowledge."

On labor's heels is inflation. "With inflation, nobody's gonna take less on the bottom line," Grantmeyer said. "Everything's going up everywhere, and we're trying to manufacture a quality product for a fair price."

The frequency of those increases doesn't help, either. "Some of our suppliers have forgotten to let us know that there were multiple increases in like a six-month period," Fitzgerald said. "So, we find out we're undercharging for materials. Well, you can't just go back and fix that."

Overholser called price increases inevitable. "We're looking at doing something because of copper prices and so forth." But he refuses to go without a fight. "We're trying our best to keep the prices low and volume high." His rationale? "We can turn that volume into labor: the more the volume, the less overhead per part."

"And it is cool," he enthused. "Most people might not be ready for it right now, but they will be soon. There's that acceptance gap, but I think that gap is getting shorter with social media."

"I've noticed that as well because I wouldn't have been caught dead in something like a four-door sedan years ago," Love said. "But you look at the musclecars of today, Chargers, BMWs, Porsches, Audis and stuff like that. It doesn't matter to people that they have four doors."

"The '55 Chevys and stuff, I think that's kind of run its course for now," said Steve Szymanski, principal at Industrial Chassis and shop manager at Phoenix Hotrod Company. "The stuff we thought was cool in the '80s is coming back." Case in point: A Mustang II competed for the Don Ridler Memorial Award at the Detroit Autorama. "It's kind of a neat car. You know something like a Nissan Hardbody is going for the Ridler one day. And I'm serious."

Sandoval recognized it in broader cultural terms. "Hey, that Maui and Sons ['80s surf lifestyle brand] style is coming back too. I was shopping with my wife, and I'm like back in the '80s and early '90s with these clothes! Now's the time for that style to come back."

"I think you know [that] part of the allure of this whole hot-rod thing is nostalgia," Love said. "What was cool when you were younger still is cool when you're older, you know? My daily driver's an '87 Monte Carlo Aero Coupe. I guarantee you I get more reactions from people in that Monte Carlo than I ever got in my '39."

"That group that graduated between 1980–1990, that's the sweet spot right now," McLeod concluded. "Now that they have a little extra money, they build the cars that they liked as kids—it's the same thing we did with Tri-Fives and first-gen Camaros."

Summary

"You know, everyone's so worried about the industry declining and I just don't see any signs of that," Fitzgerald said. "Is this going to stay, or is this a fluke?" Grantmeyer asked. "That's a conversation we constantly have. Every economic indicator out there says that business should absolutely suck right now. And it doesn't."

"You hear that layoffs are happening or we're heading into a recession, or we are in a recession, or whatever," Mohr said. "Well, we're not seeing that."

But Love had something to ponder. "We all compete for discretionary income," he said. "You know, during COVID, people weren't going out to eat. They weren't going to concerts. They weren't going to football or baseball games. But, you know, car stuff was still there. And I think part of the boost we're enjoying is due to that. There was less competition for that discretionary income.

"And now all that stuff's back in place, now we've got to go back to competing for that limited discretionary income," he said. "And I think that's the biggest challenge yet."

You can never go fast enough." That's the motto of Alex Taylor—racer, builder, influencer, TV personality and successful business owner.

Starting at her father's shop as a child, Taylor learned the craft of building race cars at a young age. While still in high school, she began building her first car, a '68 Camaro that she raced the following year at Hot Rod Drag Week; at 16 years of age, she was the event's youngest competitor.

In the 10 years since then, she's managed to earn a bachelor's degree in marketing, run a 6-sec. quarter in her '55 Chevy 210, won back-to-back Roadkill Nights Hellcat Grudge Matches, and launched another career as the co-host of "Hot Rod Garage." Her business has recently expanded to an 8,000-sq.-ft. facility in Booneville, Arkansas.

We chatted with Taylor recently to learn more about this multitalented individual. What follows has been edited for clarity and length.

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

Alex Taylor: My latest project isn't a car—it's the shop I just purchased! I am currently in the process of remodeling it and setting up a space that will allow for race car storage, an area for content creation, and room for the ATR brand to grow.