By SEMA News Editors

EMPI, a provider of a variety of parts for Volkswagen and Porsche, recently hosted an open house at its Anaheim, California, facility.

According to the company, more than 4,500 enthusiasts and 400 Volkswagen and Porsches attended the event and corresponding car show, which also included the first-ever "Engine Battle" and a chassis dynamometer shootout.

The open house included tours of the EMPI shop and manufacturing space, a garage sale, supplier displays and a raffle, as well as additional entertainment, like a pop-up video and pinball arcade, food trucks and more.

The company is also planning another open house in 2026 to coincide with EMPI's 70th anniversary.

For more information, visit empius.com.

By Ashley Reyes

Automotive restylers have a unique opportunity to showcase their creativity and talents in front of thousands of SEMA Show attendees by applying for the 2024 SEMA PRO Cup Challenge.

Organized by the SEMA Professional Restylers Organization (PRO), the program invites automotive restylers to design an accessory package for a new-model car or truck that is marketable, easy to replicate and profitable to dealerships. Six competitors will be selected to display their build in the PRO booth in the West Hall of the SEMA Show, where it will be voted on by industry judges and SEMA Show attendees for the chance to win one of two coveted awards.

Below are five compelling reasons to apply for the SEMA PRO Cup Challenge:

1. Gain Industry Recognition: Participating companies gain exposure and recognition, both leading up to and during the SEMA Show, enhancing their credibility and reputation.
2. Participate in Networking Opportunities: The challenge provides a platform to connect with industry leaders and potential clients, fostering valuable relationships.
3. Receive Marketing and Promotional Support: Competitors receive marketing and promotional support through SEMA's channels, increasing their visibility and brand awareness.
4. Boost Skill Development: The competition encourages innovation and creativity, helping participants refine their skills and stay updated with industry trends and standards.
5. Enhance Business Growth: Winning or even participating in the challenge can attract new business opportunities, contributing to business growth.

In 2023, VIP Distributing Company won the SEMA PRO Cup Challenge People's Choice Award for the company's accessory package for the '23 GMC Yukon Denali. The package featured a No More Chrome Premium Blackout Package, Llumar Window Tint (Front 2), Llumar Air 80 Windshield Tint, ERA Paints Paint Brake Calipers and Cardinal Paints Powder Coast Exhaust Tips.

VIP Distributing Company's '23 GMC Yukon Denali

Applications for the 2024 SEMA PRO Cup Challenge are due August 9, 2024. Selected applicants will be required to submit a build sheet with the basic idea of their package by September 6, 2024. For full build criteria and to apply, visit sema.org/pro-cup-challenge.

Questions can be directed to PRO Council Director Denise Waddingham at deniselw@sema.org.

By SEMA News Editors

SEMA President and CEO Mike Spagnola will join a distinguished panel of automotive and fuel industry executives on Thursday, August 15, at the Pebble Beach Classic Car Forum in Pebble Beach, California, to discuss the future of automotive propulsion technologies. Purchase tickets here.

Hosted by Richard Varner, chairman of the board of the Petersen Automotive Museum, "It's Not Politics, It's Innovation: The Future of Automotive Technology" will feature Spagnola; Ford CEO Jim Farley; President of the Yamaha Marine Group Ben Speciale; President of Americas Products - Chevron Andy Walz; and Senior Vice President of Product, BEV and Mobility Planning and Strategy for Toyota Motor North America Cooper Ericksen.

Curated by SEMA and the Petersen Automotive Museum, the panel will provide insight into the future of automotive fuel technologies and the challenges created by the current "rush to electrification." Attendees will learn more about the development and usage of new low and zero-emissions vehicle technologies in the pursuit to lower vehicle emissions, as well as efforts to protect the rights of American consumers to choose options that best suit their needs.

For more information or to purchase tickets for the Pebble Beach Classic Car Forum, visit theconcoursstore.com/collections/forums/products/ccf2024-future-of-automotive-technology. 

By Juan Torres 

The SEMA Show Online Media Center is now available for exhibiting companies to upload SEMA Show-related press releases. Exhibitors can post Show-related press releases at semashow.com/press-release to generate excitement and awareness among attendees and media members and possibly be included in SEMA publications and promotions. 

With thousands of media covering the SEMA Show, the Online Media Center provides exhibiting companies opportunities to spotlight their products, make pre-Show announcements and direct media to their booths in the Las Vegas Convention Center, November 5-8.  

Here are a few press release submission tips:  

• Post early. Media run preview stories with deadlines beginning in July. 
• Use a strong, short headline that will catch the media's attention.  
• Keep the press release brief. Journalists want to know what the press release is about right from the beginning.  
• Include a photo; releases with photos are more likely to be used. Submit photos in a high-resolution (300-dpi) image format.
• When you upload a press release, make sure it's tagged correctly. Many editors use the site's search function to find relevant news. 
• Always include your booth number and contact information.  

To learn more about the Online Media Center, or other PR resources, like press conferences, available to SEMA Show exhibitors, contact pr@sema.org.  

Have other Show-related questions? Contact your SEMA Show sales representative at sales@sema.org, +1 909-396-0289 or semashow.com/contact. Still need booth space for the 2024 SEMA Show? Get started at SEMAShow.com/buyabooth.

By SEMA News Editors

Music and car culture have always shared a close connection. Ask any car enthusiast, and they'll probably list their favorite tracks for cruising. Since 2011, SEMA has been nurturing the relationship between the industry and the enthusiast audience, evolving from SEMA Show's coveted SEMA Cruise to SEMA Ignited in 2014 and, in 2021, the SEMA Show Friday Enthusiast Experience.

In 2023, we introduced SEMA Fest, a one-of-a-kind festival that seamlessly blended motorsports, music, and car culture. Now, in 2024, we're taking it up a notch by merging SEMA Fest's musical vibes with the automotive attractions of the SEMA Show, creating a truly unique and unforgettable experience for car and music lovers alike on Friday, November 8, at the Las Vegas Convention Center.

What to expect for the 2024 SEMA Fest and the SEMA Show Friday Enthusiast Experience:

• SEMA Fest's live music element moves to the SEMA Show campus at the Las Vegas Convention Center, further fusing the passion for car culture with the community’s love for music.
• Get access to the SEMA Show exhibition halls and the opportunity to celebrate car culture with motorsports activations, thousands of show cars, and so much more with the SEMA Show Friday Enthusiast Experience.
• Rock out with top musical acts at the SEMA Fest Concert Stage on Friday, November 8, after the SEMA Show ends!

Headlining talent and ticket details are coming next week. When you sign up on semafest.com, you will also be eligible for the pre-sale event for this year's SEMA Fest concert tickets.

General questions? Contact info@semafest.com. Sponsorship and partnership questions? Contact partnership@semafest.com.

By SEMA News Editors

MAHLE Powertrain, the specialist engineering subsidiary of the MAHLE Group, is expanding its Northampton, England, facility to include dedicated hydrogen powertrain testing.

The expansion will include two tube trailers on-site with rapid switch-over functionality between them will ensure a near-continuous supply of hydrogen for testing. In addition, upgraded engine dynamometers will support hydrogen powertrain development and testing of both light- and heavy-duty applications.

The facility is already being used in the development of hydrogen-fueled vehicles and systems. It will also support the development of a hydrogen-internal-combustion-engine concept that converts existing heavy-duty diesel engines to hydrogen combustion.

"Off-highway, heavy-duty and marine sectors are increasingly looking to hydrogen combustion engines as a way of decarbonizing their emissions in areas where electrification isn't suitable," said Simon Reader, director of global engineering services, MAHLE Powertrain. "This expansion is in response to strong demand from our customers for this type of work. It equips our test cells with a dedicated hydrogen supply to create a facility that can perform rigorous testing on even the most heavy-duty engines and their increased weight and torque characteristics."

The facility follows the British Compressed Gases Association guidance on the storage and handling of hydrogen. In addition, the individual test cells each feature a unique, MAHLE Powertrain-designed system for the monitoring and safe handling of any potential gas escape. The company also has knowledge and experience in the development of engines adapted to run on renewable alcohol fuels, such as methanol.

For more information, visit mahle-powertrain.com.

By Ashley Reyes

The SEMA Hot Rod Industry Alliance (HRIA) has named AutoMeter as the council's newest member spotlight company. Get to know the story of their business in the SEMA News interview below. 

SEMA News: How has your company evolved to meet the changing demands and trends within the hot-rod industry over the past 30 years? 

AutoMeter: Over the past 30 years, our company has evolved by introducing innovative products to the hot-rod market. For example, our street-rod kits combined essential gauges and senders in one convenient box, saving customers time and money. We replaced outdated cable-driven models with easily calibrated electronic speedometers and introduced GPS speedometers that eliminated the need for speed sensors and calibration. The InVision Digital Dash revolutionized our offerings with a customizable LCD display, enhancing functionality and user experience. 

SN: Can you share a memorable milestone or achievement that stands out in your company's history? 

AutoMeter: A memorable milestone in AutoMeter's history is our induction into the SEMA Hot Rod Speed Parts Hall of Fame, particularly for our 5-in. Monster Tachometers. These tachometers became iconic in the racing industry, symbolizing precision, durability and our commitment to innovation. This achievement highlights our impact on racing and automotive performance over the years. 

SN: How has your relationship with HRIA influenced the growth and success of your business? 

AutoMeter: Our relationship with HRIA has provided access to a community of industry professionals, including manufacturers, builders and fabricators, dealers, car clubs and enthusiast publications, fostering strong partnerships and keeping us at the forefront of trends and technological advancements. HRIA's commitment to promoting the hot-rod hobby aligns with our values, allowing us to gain exposure, share innovations and contribute to the industry's growth. 

SN: Reflecting on your extensive experience in the industry, what do you believe sets successful companies apart from others? 

AutoMeter: What sets successful companies apart from others is their ability to maintain a strong, dedicated team and stay true to their roots. At AutoMeter, our long-standing team members drive innovation and uphold our high standards of quality. Our commitment to domestic manufacturing in Sycamore, Illinois, supports the local economy and ensures rigorous quality control, setting us apart in a competitive market. 

SN: Can you share a piece of advice or insight that has been instrumental in guiding your company's success? 

AutoMeter: A key piece of advice guiding our success is prioritizing quality, precision and reliability while continuously innovating. These have been the foundation of our reputation in the industry. Investing in new technologies and listening to customers' needs helps us stay relevant and ahead of the curve, balancing our foundational principles with a forward-thinking approach to set the industry standard. 

Fill out an HRIA-member spotlight form to highlight how your company is contributing to the hot-rod industry. Selected candidates are eligible to be featured on HRIA's social media, SEMA News and future HRIA-member updates.  

By Ashley Reyes  

The SEMA Professional Restylers Organization (PRO) has named Hannah Neal, vice president of Automotion Customs, as the council's newest spotlight volunteer. Get to know Neal in her interview with SEMA News below. 

SEMA News: What inspired you to pursue a career in restyling?  

Hannah Neal: My father has been in the industry for 20-plus years. I grew up watching him run around dealership lots installing leather and overhead DVD systems. He eventually opened his first brick-and-mortar location, and we quickly outgrew that building. Two moves and a lot of business growth later, I decided to go to college and pursue a degree in business management and join the company! 

SN: Why did you decide to volunteer for PRO?  

HN: I decided to volunteer for PRO after I attended the PRO reception at the SEMA Show and then saw the PRO Cup Challenge the next day. I always felt like SEMA was just for the people who wanted to build $100,000-plus cars and trucks, and I didn't see where my company would fit in. After finding PRO, I knew it was exactly where our company belonged, and I knew I would dedicate my time to finding other companies across the country to join PRO. 

SN: What advice do you have for someone pursuing a career in the automotive aftermarket?  

HN: Go for it! This industry is one of the best industries on the planet. There is a sense of community, while still fostering healthy competition. It is such a fun and custom industry, and I wouldn't leave it for the world. 

SN: What is your dream vehicle?  

HN: Dream vehicle? I would probably say a Bentley of some sort, but I wouldn't turn down any kind of sports car! I would probably be running around a mountain or possibly find myself in a high-speed chase going down the interstate.  

SN: What is the best advice you have ever received?  

HN: Hard work beats talent when talent doesn't work hard. Every day I wake up and dedicate myself to working hard and learning new things. 

SN: What keeps you in the industry?  

HN: The people, the excitement and the opportunity to grow every single day. 

SN: Where can you be found on a Saturday?  

HN: You can find me hanging out with friends and family, traveling, playing a round of golf or selling things on Facebook Marketplace.  

Fill out a PRO member spotlight form to highlight how you or your company are contributing to the automotive restyling industry. Selected candidates are eligible to be featured on PRO's social media, SEMA News and future PRO-member updates. 

By SEMA News Editors

AF Accessories

AFA 1000 Series Heavy-Duty Headset

Equipped with the twin microphone AFA ELM-03 Microphone Capsule, the AFA 1000 Series Heavy Duty Headset is the ideal solution for motorsport or manufacturing, according to the company. With a patented twin-microphone design and heavy-duty push-to-talk button action, the 1000 Series can improve the performance of your two-way radio.

Toyo Tires

Proxes Sport A/S+ Ultra-High Performance All-Season Tire

The new, all-season tire for sports cars, CUVs and SUVs utilizes a new tread compound that lowers rolling resistance for better fuel and range efficiency while maximizing tread life. Additional key features and benefits include an optimized asymmetric tread design featuring a high stiffness outer rib for enhanced cornering performance, along with higher sipe density inner ribs for improved wet and dry braking and competitive light snow traction, according to the manufacturer.

QualCast

CNC Series Ported Cylinder Head Line

QualCast has launched its new CNC Series of ported cylinder heads. Made from aluminum, the CNC Series heads are available in Small-Block Chevy (SBC), LS1, LS3 and LS7 castings with bronze guides and valve seats installed, as well as in the company's cylinder head kits for the SBC, LS series, Big-Block Chevy, Small-Block Ford and Big Block-Ford un-ported aluminum heads and cylinder head kits.

Releasing a new product? Contact editors@sema.org. 

By SEMA News Editors

Ferrari EV Mule Breaks Cover in Maranello

SEMA News sources recently caught Ferrari testing its rumored first electric sports car disguised with a Maserati Levante body and a fake, quad-pipe exhaust. Yellow stickers on the sides revealed that the car is powered by an electric motor, not a combustion engine.

This Ferrari EV mule combines a Maserati Levante body with Ferrari Roma headlights and features quad-pipe exhausts, similar to those seen on previous Ferrari test vehicles. The newly designed wheels also seem optimized for aerodynamics, a common feature in electric vehicles (EVs). The crossover body hints that Ferrari's upcoming EV might have a raised-body design.

Details about the upcoming electric Ferrari are scarce, including its name. However, Ferrari has prepared for its arrival with a dedicated production line in Maranello, Italy, north of its current campus. Ferrari plans to manufacture all the necessary electric components in-house, such as high-voltage batteries, electric motors and axles, according to reports.

Audi RS6 E-Tron Spotted Testing

With its final gas-powered car scheduled to debut in 2026, Audi and its Audi Sport division are currently developing its new S- and RS-badged Audi vehicles.

New images from SEMA News sources show what is thought to be the all-electric RS6, formerly known as the RS6 E-Tron based on the upcoming A6 EV. The images reveal details like flared wheel arches and an uprated brake package with drilled brake discs, distinguishing the spotted model from previous A6 prototypes.

An A6 concept from 2021 was powered by a 100kWh battery and dual-motor powertrain producing 469 hp. Output for the RS6 is expected to match the 621 hp available in the current gas-powered RS6 Avant, according to insiders.

Genesis GV60 Prototype Hints at Visual Updates

Genesis is preparing an updated version of its GV60, according to new images shared with SEMA News.

Although heavily disguised, the spotted GV60 prototype provided a glimpse at changes to the new model, including a larger, 84kWh battery, tech upgrades, redesigned bumpers, a new light signature and more.

The black camo reveals a few details, such as the sensor island and a honeycomb grille in the lower section of the front bumper. The front bumper's side air intakes will adopt a more conventional look.

The headlights remain mostly unchanged, but the upper and lower sections now have six and seven modules instead of five. Slight tweaks are also visible at the rear, with the rear spoiler incorporating a modified light strip.

The facelifted models are expected to adopt Hyundai's next-generation infotainment system, which includes wireless Apple CarPlay and Android Auto and supports over-the-air (OTA) software updates.

Additionally, the larger battery pack will improve the range beyond the current estimate of 292 miles for the RWD model. The GV60 will also incorporate the Active Air Skirt (AAS) system, which consists of two slats that extend in front of the wheels to improve aerodynamic efficiency. The slats deploy at speeds above 50 mph and retract when the speed drops below 43 mph. Tests have shown that the AAS can reduce drag by up to 2.8% on a test vehicle.

The updated GV60 is expected to debut in time for the '25 model year.