EVENTS
Tech on Display at the SEMA Show
Five Questions With SEMA Vice President of Events Tom Gattuso
By Mike Imlay
exhibitors at the SEMA Show and often leverage the annual
trade event to announce and demonstrate new technical
innovations and initiatives.
During the summer, America’s Big Three automakers—Ford, GM and Stellantis—announced their shared goal to achieve U.S. electric vehicle sales volumes of 40% to 50% by 2030. Although industry analysts don’t predict the disappearance of the internal-combustion engine anytime soon, the announcement was yet another indicator that the vehicle landscape is undergoing historic changes.
Add in advanced driver-assistance systems (ADAS), the race toward vehicle autonomy, greater vehicle connectivity, and 21st-century product development, manufacturing and repair techniques, and clearly this is not the aftermarket of the ’50s and ’60s. Understanding and staying ahead of emerging tech is more crucial than ever, and there’s no better place to begin future-proofing your business than at the annual SEMA Show.
In fact, the latest vehicle trends will be on full display at this year’s Show, to be held November 2–5. To learn more about how businesses can access all the Show has to offer in that arena, SEMA News sat down for a rapid-fire, five-question interview with SEMA Vice President of Events Tom Gattuso. What follows has been edited for clarity.
SEMA News: Why is the SEMA Show the ideal place to spot emerging technologies and trends?
Tom Gattuso: As a trade association, SEMA is in the unique position of being involved in all aspects of the aftermarket and performance industries. Once a year, we put an event together that mirrors what’s happening across the industry. At the SEMA Show, you’ll see a reflection of what builders are currently doing, what OEM vehicle makers are currently doing, what the collision-repair industry is doing, not to mention our industry’s many other sectors. Included in that are the many education opportunities in new-vehicle and tool technologies.
All of those segments come together at the Show to offer attendees deep insights into where technology is headed in the industry, how they can participate in the latest trends, and how they can make those trends work for their businesses moving forward.
SN: Will the 2021 Show include any special features focusing specifically on emerging technologies?
TG: We have a constant eye on emerging trends and are always looking at ways to incorporate them into the things we do. We’ll have some designated features dealing with vehicle electrification at this year’s Show, and we’ll also be more focused on ADAS than ever before. You’ll see that manifested not only through displays on the Show floor but also through our exhibitors and education sessions as well as a lot of the content that comes out of the Show.
If you look at how some of the technologies such as electrification are evolving right now, they’re mainly driven by original-equipment manufacturers, with our industry adapting or developing product accordingly. There aren’t a lot of electric-vehicle platforms in the current market, but we’ll see more over the next several years. We’re also seeing builders equipping vehicles with electric motors, and we’ll have examples of that at the Show. It’s a growing trend, and we’re focused on introducing the industry to the possibilities ahead.
SN: You mentioned ADAS, which is a hot-button trend for the aftermarket. What can Show attendees look forward to in that regard?
TG: From an education standpoint, the Society of Collision Repair Specialists (SCRS) and the Inter-Industry Conference on Auto Collision Repair (I-CAR) will have some programming built around ADAS. Manufacturers in both the collision industry and the specialty aftermarket are also developing ADAS-related products that you’ll see on the Show floor—and especially in the New Products Showcase. While ADAS technologies are still too new for their own dedicated Show section, they do represent a growing segment that will be highly visible throughout our event.
SN: Let’s say I’m an attendee who’s particularly interested in emerging technologies. Do you have any tips to help me zero in on brands and products reflecting the latest trends?
TG: I would start with our SEMA Show website (www.SEMAShow.com) and look through the exhibitors in your specific market segment. You can also check in regularly with the Show’s online Media Center (www.SEMAShow.com/press) to find press releases for new tech products and any feature vehicles showcasing them. That will give you an idea of the companies you’ll want to visit at the Show and provide a good head start.
When you’re at the Show, I would recommend spending some time at the New Products Showcase, which will have an expanded footprint for 2021. That will create a pathway that can lead you to the exhibitors who are featuring the technology that suits your business.
SN: Those are all helpful tips. Do you have any parting comments you’d like to add on this topic?
TG: Taking in the view from 10,000 ft., the 2021 SEMA Show will mark two full years since the industry last gathered. That means we can anticipate seeing more technological advancements at this coming event than we’ve ever seen in the past. We recommend that attendees really take the time to do some pre-Show research. Once at the Show, they’ll especially want to invest time in walking the Show floor.
So much has been happening over the last two years that you’re sure to find something new around every turn.
its E-10 concept build. The restomod truck incorporated a double
stack of Chevy’s new e-crate motors to deliver up to 700 hp and
near-instantaneous torque.
Tech-Related Education at the 2021 SEMA Show
In addition to leading-edge exhibitors, features and displays, this year’s SEMA Show will offer a variety of seminars addressing emerging technologies and the future of the specialty-equipment industry. The following are some noteworthy opportunities presented through SEMA Education, I-CAR and the SCRS. While session listings were current as of press time, visit www.SEMAShow.com/education for education-track details, up-to-date information and registration.
SEMA Education Offerings
Future-Proofing Classic and Collector Cars
- Tuesday, November 2, 3:00 p.m.–4:00 p.m. (PDT)
This session will provide a look inside the conversion of classic and collector cars to electric power. Will the electromod become as common as the restomod and provide a new way to keep classics on the road in a petroleum-free world? This panel will feature some of the top pioneers of this growing segment.
Why the New UV Is EV
- Wednesday, November 3, 2:00 p.m.–3:00 p.m. (PDT)
For a while, hybrids and electric vehicles were found mostly in the sedan and small-wagon segments. Now, trucks and SUVs are what buyers want, but do they want them in EV form? We’ll discuss how EVs are infiltrating the off-road and AWD segments and creating new opportunities for the aftermarket.
Future Trends: What’s Next for the Automotive and Specialty-Equipment
Markets (AFT3)
- Wednesday, November 3, 3:00 p.m.–4:00 p.m. (PDT)
Where is the aftermarket headed? How is tech changing our market? What’s the next big thing for our industry to watch? Join us as we discuss how key automotive and tech trends (electrification, ADAS and the shift to light truck) and consumer trends (online shopping and changing tastes) are combining to affect the specialty-equipment market.
EV and the Accessorization Game, Powered by the Professional Restylers
Organization
- Thursday, November 4, 9:00 a.m.–10:00 a.m. (PDT)
This session is an in-depth look at the future of modifying and accessorizing vehicles that are electric powered. The introduction of EVs that are attractive to enthusiast buyers will no doubt spur demand for aftermarket manufacturers to offer accessories and upgrades to help buyers personalize their purchases. The expert panel will discuss the challenges and best practices of developing aftermarket parts and packages for these new electric-powered cars and trucks.
Industry Insiders Dish on the Future of the Specialty-Equipment Industry (AFT5)
- Thursday, November 4, 10:15 a.m.–11:15 a.m. (PDT)
Consumer behavior is changing the automotive industry. In this session, industry insiders will provide insights into the latest automotive and consumer trends affecting their companies (and yours) now and into the future.
Top Aftermarket Journalists Predict the Future
- Wednesday, November 3, 11:15 a.m.–12:15 p.m. (PDT)
Join several of the industry’s top journalists, who will discuss (and debate) how the aftermarket has changed and is changing for the better. This includes how young enthusiasts, EVs and autonomous vehicles will drive many of the industry’s trends over the next 10 years.
Mobile Electronics Certified Professional Panel (Tentative)
- Monday, November 1, 10:00 a.m.–11:00 a.m. (PDT)
Seminar description to be announced. (Check www.SEMAShow.com/education for the latest details.)
Seamless Visual Integration of Modern Electronics in Vehicles
- Tuesday, November 2, 1:00 p.m.–2:00 p.m. (PDT)
- Location: N257
Car and truck enthusiasts enjoy an unprecedented range of choices for modern electronic infotainment and creature comforts, even as retrofitted in musclecars, hot rods and other customization examples. This informative session will take attendees through many design ideas and concepts that can differentiate installation work and appeal to high-end clientele.
I-CAR Education Offerings
Initialization and Calibration of Electronic Systems
- Tuesday, November 2, 9:00 a.m.–12:00 p.m. (PDT)
Initialization and calibration of electrical systems is intended to identify the type of information that scans and initializations provide and when initializations and calibrations are needed. A recommended course to take prior to the SEMA course is “Understanding Vehicle Communication Networks.”
SCRS Education Offerings
2035: Looking Ahead at What the Collision Industry Might Look Like
- Monday, November 1, 3:00 p.m.–5:00 p.m. (PDT)
As the automobile quickly moves toward becoming batteries, computers and iOT sensors on wheels, all collision-industry segments will be forced to change the way they manufacture, insure, appraise, repair, recycle and learn. This presentation will focus on 20 trends and technologies that are disrupting the industry and attempt to provide ideas for operating a successful business between now and 2035.
Scanning and Calibrations: Make Them a Profit Center of Your Business
- Monday, November 1, 3:00 p.m.–5:00 p.m. (PDT)
The focus of this presentation will be on whether scanning and calibration should be a business cost or a separate revenue-generating profit center. How do we know what to invest? How to implement? Or, for that matter, how do you even get started?
Digitalization and the Future of Color Matching: What Does a Shop Focused on Operational Excellence Need to Know?
- Wednesday, November 3, 3:00 p.m.–5:00 p.m. (PDT)
Join us for a roundtable guided discussion around the digital advances in color matching and how they can help a shop achieve a quality color match faster. Participants will range from painters and shop managers to technical experts, trainers, operational excellence consultants and may even include OEM representative participation.
Future Tech: Technology and Vehicle Repair Trends
- Wednesday, November 3, 3:00–5:00 p.m. (PDT)
The automotive space is rapidly changing around us. What kind of technology and repair process changes can we expect? This will be an interactive session where attendees will see how vehicles will continue to evolve along with the consumers who operate them.
SCRS OEM Summit—Session I—Electric Vehicle
- Thursday, November 4, 9:00 a.m.–10:30 a.m. (PDT)
SCRS OEM Summit—Session II—Vehicle Research and Trends
- Thursday, November 4, 11:00 a.m.–12:30 p.m. (PDT)
SCRS OEM SUMMIT—Session III—ADAS and Safety
- Thursday, November 4, 1:00 p.m.–2:30 p.m. (PDT)
The OEM Collision Repair Technology Summit is designed to put SEMA Show attendees in a room with innovators in automotive structural design and technology. The summit’s three sessions feature distinctly different topics that host discussions between companies and individuals with rich histories of producing sophisticated advancements in the automotive and collision-repair fields. The event content will highlight developments in modern vehicles, with a focus on emerging trends that influence vehicle repairability and collision-industry preparation.
Tech-Related SEMA Show Exhibitors
AAMP Global
Booth #12133
Accudraft
Booth #32099
Acumen Robot Intelligence Inc.
Booth #12168
Advanced Marketing Distribution
Booth #12351
AFC Finishing Systems
Booth #34141
Airgas West Inc.
Booth #32201
AirPro Diagnostics LLC
Booth #32229
A.J. Dralle Inc.
Booth #34231
AK Software
Booth #33181
Alldata
Booth #31061
Alliance Distribution Partners
Booth #12079
American Bass Audio
Booth #12069
American Honda Parts, Service & Technical
Booth #31199
American Innovative Manufacturing
Booth #34207
AMH Canada Ltd.
Booth #32181
Anest Iwata-Medea Inc.
Booth #31043
Antigravity Batteries
Booth #12157
Apollo Sprayers International Inc.
Booth #33161
Arslan Automotive Canada Ltd.
Booth #32205
ASET
Booth #34051
asTech
Booth #31191
AudioControl
Booth #12341
Audiopipe
Booth #11865
Auto Techcelerators LLC
Booth #34185
Autobody News
Booth #34139
AutoZone Parts Inc.
Booth #31067
B&B Blending
Booth #32131
Bao Sanding & Tools Corp.
Booth #34221
Beulentechnik AG
Booth #31207
BHG Import Export Inc.
Booth #33071
Blair Equipment Co.
Booth #34043
Blowtherm USA LLC
Booth #31187
BME/Boss Audio Systems
Booth #11819
BodyShop Business
Booth #34041
Bolt Buster
Booth #35138
Bonding Solutions
Booth #34063
Bossauto Innova S.A.
Booth #36224
Brandmotion
Booth #11733
Camauto
Booth #35237
Cability Inc.
Booth #12431
Car ADAS Solutions
Booth #39217
Car Bench International S.p.A.
Booth #31097
Car Mate USA Inc.
Booth #11840
Carcoon Storage Systems International
Booth #36239
Car-Part.com
Booth #35030
Carworx Distribution Inc.
Booth #32173
CCC Intelligent Solutions Inc.
Booth #31087
Cebotech Inc.
Booth #33067
Cedar Electronics
Booth #12019
Celette Inc.
Booth #31135
Cerwin-Vega/Diamond Audio
Booth #12519
Changzhou Guangmeng Tools
& Hardwares Co. Ltd.
Booth #36219
CJ Inc.
Booth #31119
Collision Repair Magazine
Booth #34233
Collision Services
Booth #31173
CollisionRepairStore.com Inc.
Booth #34183
Cozmo Recon
Booth #34235
Crystal Tack Cloth
Booth #34163
Cumberland Products Inc.
Booth #32057
Custom Paints Ltd.
Booth #34197
CVD Audio
Booth #12524
CWB Electronics Inc.
Booth #12225
DB Research LLP
Booth #12177
Deerfos America Inc.
Booth #33211
Delta Kits Inc.
Booth #34039
Dent Fix Corp.
Booth #31125
DeVilbiss Automotive Refinishing
Booth #32239
Diffusions Nu-Book Inc.
Booth #34219
Disco Automotive Hardware
Booth #31077
DJS Fabrications Inc.
Booth #33123
Dominion Sure Seal Ltd.
Booth #35148
Dongguan Golden Sun Abrasives Co. Ltd.
Booth #35198
Dongguan King Abrasives Co. Ltd.
Booth #36229
Donglai Coating Technology Co. Ltd.
Booth #32217
Dynavin GmbH
Booth #11828
Eagle Abrasives Inc.
Booth #33173
Elcometer Inc.
Booth ## 34089
EMM Specialties
Booth #33239
Endeavor Business Media
Booth #35078
Epsilon Electronics Power Acoustik Electronics/Farenheit Tec
Booth #11749
Equalizer
Booth #35207
Equip Automotive Systems Inc.
Booth #31093
Essity North America
Booth #34079
Eurovac Inc.
Booth #35122
Faaftech
Booth #11868
FairInteramerican Inc.
Booth #12153
Fillon Technologies North America
Booth #31121
FindPigtails.com
Booth #32189
Fineline Products Inc.
Booth #34189
Finishing Solutions LLC
Booth #33217
Fisheye Filter
Booth #35146
Ford Customer Service Division
Booth #31213
FrontLane
Booth #11769
Fuji Industrial Spray Equipment Ltd.
Booth #34180
Garmat USA Inc.
Booth #31055
Gema USA Inc.
Booth #34075
Gemini Coatings Inc.
Booth #31075
Gentex Corp.
Booth #12525
Gerson Co.
Booth #35110
Glass Mechanix Business Solutions
Booth #35162
GlasWeld
Booth #35126
Global Film Source
Booth #39215
Global Finishing Solutions
Booth #33057
Goff’s Enterprises
Booth #34147
Goliath Carts LLC
Booth #31107
Guangzhou Sun Holy Wind Air Cleaning Products Co. Ltd.
www.shwfilter.com
Booth #34225
GU Auto Tech Inc.
Booth #12425
Guangzhou Aidefoe Electronics Co. Ltd.
Booth #12469
GYS SAS
Booth #31179
H&S Autoshot Manufacturing Co.
Booth #33117
Haldon Co.
Booth #35042
HBC Systems A/S
Booth #36236
HC Pacific
Booth #39225
Hedson Technologies North America Inc.
Booth #35054
Helvina UAB
Booth #36240
Henkel Corp.
www.henkel-adhesives.com/us/en/industries/automotive/automotive-aftermarket.html
Booth #33232
Herkules Equipment Corp.
Booth #35158
Hornblasters Inc.
Booth #12518
Houston Digital Corp.
Booth #32092
hyStik Adhesive Tape Inc.
Booth #33091
I-CAR
Booth #33139
Indasa Abrasives
Booth #35186
Induction Innovations Inc.
Booth #31035
Infinity 3D Laser Measuring
Booth #35224
Infratech LLC
Booth #35026
Innovative Tools & Technologies
Booth #33097
International Epoxies & Sealers
Booth #34127
IOSiX
Booth #12072
ITM Autoparts
Booth #12573
ITW Evercoat
Booth #33131
Jpanvista LLC
Booth #12423
JTape Ltd.
Booth #35182
Kapci Coatings
Booth #35219
KECO
Booth #32211
Kicker
Booth #12541
Killer Tools & Equipment Corp.
Booth #35225
Kolor System Co., Ltd.
Booth #35241
Langeman Manufacturing Ltd.
Booth #34017
LDPI Inc.
Booth #34111
Lenco Holdings LLC
Booth #33205
Level Finish LLC
Booth #37231
Linear Logic LLC
Booth #12530
LinksWell Automotive Inc.
Booth #12219
Lippert Insurance Solutions
Booth #35229
Martech Services Co.
Booth #35074
Martin Tool & Forge
Booth #34113
Massive Audio
Booth #12174
Matrix Electronic Measuring Inc.
Booth #32137
Maxxsonics USA
Booth #11745
MCY Technology Ltd.
Booth #12427
Memphis Car Audio
Booth #12455
Mercury Tools LLC
Booth #38250
Metra Electronics Corp.
Booth #12141
MG Distributor Inc.
Booth #34099
Mitek Corp.
Booth #12165
Miracle System/Equipment Gateway
Booth #32117
Mirka Abrasives Inc.
Booth #39220
Mitchell International
Booth #33087
Mito Corp.
Booth #11765
Mobile Environmental Solutions LLC
www.mobileenvironmentalsolutions.com
Booth #36207
Mobile Solutions
Booth #12445
Monument Tools Inc.
Booth #35134
Moorechip Technologies Co. Ltd.
www.facebook.com/pg/moorechipvala
Booth #12257
MouseBlocker
Booth #12544
Nagra USA LLC
Booth #11873
Network 1 Solutions LLC
Booth #31223
NextBase-USA
Booth #12253
Nova Verta USA
Booth #33077
OpenThrottle
Booth #37248
Osram Sylvania
Booth #11775
Otofix
Booth #12081
PanaVise Products Inc.
Booth #12419
Parr Wash Inc.
Booth #34237
PartsTrader LLC
Booth #34223
Peremptory Inc. dba HDC
Booth #12176
Peter Kwasny Inc.
Booth #34123
Podium
Booth #11659
Polyvance
Booth #34159
PowerBass USA Inc.
Booth #12565
PPM Industries
Booth #36233
PREVAL
Booth #32118
Prima srl Inc.
Booth #35218
Professional Car Audio
Booth #12073
Pro Spot International Inc.
Booth #32043
ProColor Collision
Booth #34243
Promax America LLC
Booth #38217
Prona Tools Inc.
Booth #34055
Protech Automotive Solutions
www.protechautomotivesolutions.com
Booth #38207
PRV Audio Brazil
Booth #12065
Pull-It Corp.
Booth #35038
Race Sport Product Group
Booth #12548
REDTAIL Telematics Corp.
Booth #12532
Reikken
Booth #12526
Reliable Automotive Equipment Inc.
Booth #33107
RGI Spray Booth Co.
Booth #33229
Robaina Direct LLC
Booth #34200
Roberlo S.A.
Booth #34103
Rockford Fosgate
Booth #11841
RTi-Reading Technologies Inc.
Booth #32113
Safety Regulation Strategies Inc.
Booth #34151
Santint USA Inc.
Booth #35233
SATA Spray Equipment
Booth #31017
Scangrip
Booth #34171
Scosche Industries Inc.
Booth #12119
Sedgwick
www.sedgwick.com/directrepairprogram
Booth #37249
Seymour of Sycamore Inc.
Booth #32123
Shenzhen Car-Ku Technology Co. Ltd.
Booth #12345
sia Abrasives Inc. USA
Booth #33201
SiriusXM
Booth #11729
Sloboganska Technological Co. Ltd.
Booth #12075
Snap-on Inc.
Booth #32017
Society of Collision Repair Specialists
Booth #32087
Solera
Booth #37207
Sondpex Corp. of America
Booth #12031
Sony Electronics
Booth #12229
Spanesi Americas Inc.
Booth #31145
Spray Booth Services
Booth #32185
Spray-Tech
Booth #34195
Start2Finish Technologies Inc.
Booth #38248
Steck Manufacturing Co.
Booth #34135
Sunmight Abrasives
Booth #32077
Taizhou Tool-Bar Machinery Co. Ltd.
Booth #39207
Tamco Paint
Booth #35230
TCI Products
Booth #33185
Thinkware
Booth #12365
3M Automotive Division
Booth #36225
Trade Associates Inc.
Booth #33184
Transtar Autobody Technologies Inc.
Booth #32105
Troton SP. Z O.O.
Booth #33195
Ultronix Products Ltd.
Booth #12324
United Metals Recycling
Booth #37235
USI of North America Inc.
Booth #33189
Vaber Industriale SPA
Booth #37228
VAIS Technology
Booth #12465
Ventra Technology
Booth #12421
VeriFacts Automotive
Booth #34187
Vibac Group
Booth #32195
Vision Automobile Electronics Industrial Co. Ltd.
www.visionsecurity.com.tw/index.php?lang=en
Booth #11741
Vision Tech America Inc.
Booth #12444
Voxx International Corp.
Booth #12319
Vugera USA
Booth #12178
Wave Central
Booth #12172
Wet Sounds Inc.
Booth #11827
W.M. Barr & Company
Booth #32233
