By Mike Spagnola

Those who follow politics know that by February state legislatures across the United States are fully underway. This is an especially important topic for SEMA members, who frequently want to know what our association is doing to effectively engage government leaders and bring about positive outcomes for our industry. Seeing an increase of legislative and regulatory overreach, many are concerned about the specialty automotive industry's future.

SEMA members will be pleased to know that their association is forcefully addressing this issue and launching new programs to level the playing field and protect and advance this industry's interests. You'll be hearing more about one example, SEMA's new SuperPAC, which effectively supported several state legislative candidates favoring the repeal of Virginia's recent internal combustion engine (ICE) ban.

We believe our industry's best is a strong offense, and with the SuperPAC we'll play a bigger role in elections than we ever have, bringing the American consumer along with us. We will not shy away from forging a political landscape favorable to our businesses. This year, you'll see us combatting ICE bans at the state level across the nation.

And that's just the beginning. For 20 years, the environmental lobby has been slowly chipping away at issues affecting our industry, including land use. A recent Bureau of Land Management (BLM) ruling effectively deprived off-road enthusiasts access to more than 300 miles of trails in Moab, Utah. This ruling denies the good our industry does, from trail maintenance and cleanups to the Tread Lightly! program and more. We've joined the Off Road Business Association (ORBA) and other allies to fight this ruling. Increasingly, we're tackling such issues at the state and federal levels, legislatively and in the courts.

But even as we aggressively pursue favorable legislation and court decisions, we intend to foster good relationships with open-minded government officials. Positively effecting change means winning allies, which often involves education. Many are unaware of the good we do for consumers and the role we play in automotive innovation. For example, many of the safety systems we take for granted in cars today originated in racing, and aftermarket invention continues to make huge strides toward cleaner performance. 

Part of our strategy is positioning our industry to be emissions and safety-compliant through education and technical assistance from the SEMA Garage. We're supplying the tools and data that our members need to propel our industry into the next generation of automotive innovation. And we're spreading the message that the people researching and delivering the solutions our leaders seek are often their neighbors working right here in this industry.

That's also why we're building bridges with the U.S. Environmental Protection Agency, the California Air Resources Board and other regulators to create more certainty for our companies where we can. Additionally, we're stepping up our educational outreach to legislators from state to state and in Washington, D.C. Too frequently, they only hear from one side on these important issues, and we will correct that. In the end, relationships matter, and we will secure them through education, communication and assertive advocacy. 

By SEMA News Editors

In partnership with Ford Motor Company, the SEMA Garage has announced a measuring session for the newly designed '24 Ford F-150.

SEMA members will have the opportunity to test-fit prototypes, 3D scan, measure and have a close-up experience with the Ford truck; take advantage of this exclusive event, Tuesday, February 27, in person at the SEMA Garage Detroit in Plymouth, Michigan.

This event will feature two '24 Ford F-150 truck models:  

F-150 4x2 SuperCrew:

• 2.7L V6 EcoBoost engine with auto start-stop technology.
• STX Black appearance package.
• Extended range 36-gallon fuel tank.
• Spray-in bedliner.
• Cloth seats.
• 12-in. productivity screen.
• 5.5 ft. pick-up box. 

F-150 4x4 SuperCrew:  

• 5.0L V8 engine with auto start-stop technology.
• XLT with FX package.
• Mobile office and bed utility package.
• BlueCruise package.
• Cloth seats.
• 12-in. productivity screen.
• 5.5 ft. pick-up box. 

Spots are limited for this exclusive event; sign up today. For more information, visit the RSVP link or contact measuringsessions@sema.org. Don't delay; spots are filling up fast. RSVP now.

'24 Ford F-150 Measuring Session

Tuesday, February 27, 2024
SEMA Garage Detroit
14655 Jib St., Plymouth, MI 48170
View on Google Maps.
Click here to RSVP.

By the SEMA Washington, D.C., office

We are excited to invite you to the SEMA and PRI Washington Rally, taking place in Washington, D.C., May 8-9, 2024. The Washington Rally provides an opportunity for SEMA and PRI member companies to come together and advocate on behalf of the specialty-automotive aftermarket and motorsports-parts industries with members of Congress. Click here to register for the event. 

By attending the Washington Rally, you will have the opportunity to meet with your members of Congress and their staff, discuss critical issues and advocate for policies that will benefit our industry. Your participation will help ensure that our industry's concerns are heard and that we can continue to innovate and grow. 

Whether it's protecting the right to repair and modify vehicles with advanced technology, combating vehicle technology mandates that limit consumer choice or protecting motorized access to federal government lands, there are many issues facing SEMA and PRI members in the nation's capital. With the 2024 presidential election heating up and the balance of power in both the House and Senate up for grabs, it's more important than ever for SEMA and PRI members to come to Washington, D.C., to advocate for the industry! 

SEMA and PRI have a limited number of rooms available at the Royal Sonesta Washington, D.C., Capitol Hill for $409 per night, plus tax. A link to book a room will be provided upon completing the registration form. 

Below is a list of 2024 Washington Rally events (all times ET): 

Wednesday, May 8, 2024  

5:30 p.m. - 7:00 p.m. -- SEMA-PRI PAC Reception* -- Royal Sonesta Capitol Hill, Sapphire Room and Terrace -- Penthouse level 

*A PAC contribution is required to attend in the suggested amount of $250 per individual. If you have already contributed to the SEMA and PRI PAC in 2024, this event may be complimentary as a part of your PAC Membership Benefits. Contact PAC Manager Alicia Steger at alicias@sema.org if you have any questions. 

7:00 p.m. - 9:00 p.m. -- Washington Rally Congressional Dinner -- Royal Sonesta Capitol Hill, Crown Ballroom -- Penthouse level 

Thursday, May 9, 2024 

7:00 a.m. - 8:30 a.m. -- Breakfast and Welcome Briefing -- Royal Sonesta Capitol Hill, Crown Ballroom -- Penthouse level 

9:00 a.m. - 12 p.m. -- Meetings with Congressional Representatives -- House & Senate Office Buildings 

9:00 a.m. - 3:00 p.m. -- Cars at the Capitol Event -- Southwest side of the U.S. Capitol on Maryland Avenue (across from the Botanical Garden) 

12:00 p.m. - 1:30 p.m. -- Congressional Luncheon -- Capitol Hill Club, Eisenhower Room 

2:00 p.m. - 5:00 p.m. -- Meetings with Congressional Representatives -- House and Senate Office Buildings 

For more information on the Washington Rally, contact Eric Snyder at erics@sema.org. 

By the SEMA Washington, D.C., office

We are excited to invite you to the SEMA and PRI Washington Rally, taking place in Washington, D.C., May 8-9, 2024. The Washington Rally provides an opportunity for SEMA and PRI member companies to come together and advocate on behalf of the specialty-automotive aftermarket and motorsports-parts industries with members of Congress. Click here to register for the event. 

By attending the Washington Rally, you will have the opportunity to meet with your members of Congress and their staff, discuss critical issues and advocate for policies that will benefit our industry. Your participation will help ensure that our industry's concerns are heard and that we can continue to innovate and grow. 

Whether it's protecting the right to repair and modify vehicles with advanced technology, combating vehicle technology mandates that limit consumer choice or protecting motorized access to federal government lands, there are many issues facing SEMA and PRI members in the nation's capital. With the 2024 presidential election heating up and the balance of power in both the House and Senate up for grabs, it's more important than ever for SEMA and PRI members to come to Washington, D.C., to advocate for the industry! 

SEMA and PRI have a limited number of rooms available at the Royal Sonesta Washington, D.C., Capitol Hill for $409 per night, plus tax. A link to book a room will be provided upon completing the registration form. 

Below is a list of 2024 Washington Rally events (all times ET): 

Wednesday, May 8, 2024  

5:30 p.m. - 7:00 p.m. -- SEMA-PRI PAC Reception* -- Royal Sonesta Capitol Hill, Sapphire Room and Terrace -- Penthouse level 

*A PAC contribution is required to attend in the suggested amount of $250 per individual. If you have already contributed to the SEMA and PRI PAC in 2024, this event may be complimentary as a part of your PAC Membership Benefits. Contact PAC Manager Alicia Steger at alicias@sema.org if you have any questions. 

7:00 p.m. - 9:00 p.m. -- Washington Rally Congressional Dinner -- Royal Sonesta Capitol Hill, Crown Ballroom -- Penthouse level 

Thursday, May 9, 2024 

7:00 a.m. - 8:30 a.m. -- Breakfast and Welcome Briefing -- Royal Sonesta Capitol Hill, Crown Ballroom -- Penthouse level 

9:00 a.m. - 12 p.m. -- Meetings with Congressional Representatives -- House & Senate Office Buildings 

9:00 a.m. - 3:00 p.m. -- Cars at the Capitol Event -- Southwest side of the U.S. Capitol on Maryland Avenue (across from the Botanical Garden) 

12:00 p.m. - 1:30 p.m. -- Congressional Luncheon -- Capitol Hill Club, Eisenhower Room 

2:00 p.m. - 5:00 p.m. -- Meetings with Congressional Representatives -- House and Senate Office Buildings 

For more information on the Washington Rally, contact Eric Snyder at erics@sema.org. 

By Ashley Reyes

As part of the SEMA Businesswomen's Network's mission to provide networking and education opportunities to women in the automotive specialty-equipment industry, the SBN Women's Leadership Forum (WLF)--taking place March 5-7 in Austin, Texas--will feature a robust lineup of programs and resources designed to help women advance in their careers. Purchase your tickets here.

"The SBN Leadership Forum provides a place for women in the industry to learn how to navigate the challenges of leadership and gain the skills needed to achieve their professional goals," said SEMA Council Director Nicole Bradle, MA, CMP, CAE. "The lessons learned, along with the relationships built, will leave attendees ready and inspired to build the confidence needed to elevate their impact in their organizations."

In addition to a welcome reception and daily networking activities, this year's program will feature an education roadmap led by globally recognized speakers and industry leaders sharing their expertise with attendees.

Seminars and speakers include:  

Wednesday, March 6

• 9:20 a.m.–10:20 a.m.: 2000 Free Days: 3 Mindset Shifts to Live a Radically Intentional Life
  • Featuring Ann Sheu (visionary thought leader, speaker and entrepreneur) 
• 10:55 a.m.–11:55 a.m.: The New Leadership Challenge: Advancing Women's Leadership 
  • Featuring Abby Rakshit (McKinsey & Company), Laura Valdez (sr. marketing analyst and co-chair of Women Influencing and Impacting Toyota), Megan Brobeck (NASCAR CUP Series program manager, GM) and TaiJaune Robinson (GM motorsports engineering business manager) 
• 1:00 p.m.–2:00 p.m. and 2:30 p.m.–3:30 p.m.: Defining Your Individual Roadmap 
  • Featuring Ann Sheu (visionary thought leader, speaker and entrepreneur) 
• 1:00 p.m.–2:00 p.m. and 2:30 p.m.–3:30 p.m.: Walking on the Glass Floor: Seven Essential Qualities of Women Who Lead 
  • Featuring Judy Hoberman (ececutive director of the Walking on the Glass Floor Foundation and president of Selling in A Skirt) 
• 3:30 p.m.–4:30 p.m.: Application and Action Planning Session 
  • Featuring Shaundra Dineen (CEO/Founder at Rubyz Global Coaching and Consulting LLC) 

Thursday, March 7

• 9:05 a.m. – 9:45 a.m.: #sheCANic Movement 
  • Featuring Patrice Banks (engineer, mechanic, entrepreneur, storyteller) 
• 9:45 a.m. – 10:30 a.m.: Executive Leadership Exchange: Women in Leadership | Lifting Up the Next Generation of Women in Leadership
  • Featuring Melissa Parker-Boudreaux (ORACLE Lighting), Patrice Banks (engineer, mechanic, entrepreneur, storyteller) and Jackie Martin (chief purpose and inclusion officer at FOX Factory)
• 11:00 a.m. – 12:00 p.m.: How We Rise: How to Rise to Overcome Obstacles to Lead Your Teams and Others
  • Featuring Ciara Ungar (strategy consultant, executive coach, speaker, author, fractional executive) 
• 1:00 p.m. – 2:00 p.m. and 2:00 p.m. – 3:00 p.m.: Unleashing Your Unique Potential: Empowering Women to Maximize Their Impact in Business
  • Featuring Rhonda Ware (Rhonda Ware Solutions|UR Aware, LLC)
• 1:00 p.m. – 2:00 p.m. and 2:00 p.m. – 3:00 p.m.: Bank on Yourself: Building Financial Planning and Business Acumen as a Leader
  • Featuring Jayme Blaisman (author, speaker, podcast host, business consultant, investor and influencer)
• 3:00 p.m. – 3:45 p.m.: Application and Action Planning Session 
  • Featuring Shaundra Dineen (CEO/Founder at Rubyz Global Coaching and Consulting LLC) 

"The forum offers a platform unlike any other for women to come together as a community and give each other support and advice," added Bradle. We look forward to a great event where attendees leave more knowledgeable about how to succeed in their careers and businesses."

The deadline to purchase tickets is Thursday, February 29. Register at sema.org/sbn-wlf before spots fill and time runs out. Questions? Contact Nicole Bradle at Nicoleb@sema.org.

By the SEMA Washington, D.C., office

SEMA--representing more than 7,000 businesses in the auto aftermarket--has begun to air a new advertisement (shown below) highlighting the innovative steps that the industry is taking to improve vehicles and encourage the use of alternative fuels.

The ad, airing statewide and online in Connecticut, comes after a potential ban on all new gas- and diesel-powered cars has been floated in the state, going into effect as soon as 2035. 

The auto aftermarket industry has led the way with alternative fuel innovations, including replacing older engine technologies with newer, cleaner versions and converting older internal combustion engine (ICE) vehicles to electric, hydrogen and other alternative fuels. Encouraging free market innovation is the best path toward developing new vehicle technologies to reduce emissions meaningfully.

Further supporting this, a poll commissioned by SEMA in December 2023 shows that voters across the state overwhelmingly oppose a potential ban that would make new vehicles equipped with ICE illegal in the coming years. Eliminating choice will not help; 56% of respondents believe this is an extreme example of government overreach that removes affordable choices from Connecticut's families and dictates what consumers must buy.

"Engineers solve problems," said Greg Banish, a mechanical engineer featured in the ad. "As long as we're not handcuffed, you'll see a lot of cool innovations… If we take away that option for [the aftermarket], now we're forced into using one system, we might unintentionally legislate ourselves out of what would have been the next great development."

According to the poll, 59% of registered voters across Connecticut surveyed in December say they oppose a potential ban, and 63% of nonpartisan (independent) voters oppose a ban on ICE technology. More than half of voters surveyed, 51%, say they are less likely to vote for an elected official who supports a ban on new gas-powered cars, including 56% among independent or nonpartisan voters.

According to an economic impact report released by SEMA in the fall, Connecticut is also home to a vibrant automotive specialty-equipment market economy. The industry supports $3.79 billion in economic impact in Connecticut--including supporting 13,323 jobs, $1.26 billion in total wages and benefits and $195 million in state and local taxes paid. This substantial economic impact and the 13,000+ jobs across Connecticut would be at serious risk with a ban on traditional vehicles, which support the industry.

SEMA's Washington, D.C., office is working around the clock to protect our industry's rights. Sign up for the latest SEMA Action Network updates here. For more information, visit semasan.com.

By Ashley Reyes

The deadline is approaching for SEMA Education program speaker proposals for this year's SEMA Show. Organizers seek innovative thinkers and dynamic presenters who can share new skills and ideas targeted to the automotive aftermarket industry during the 2024 SEMA Show, Las Vegas, November 5-8. Those interested have until Friday, February 16, to submit a speaker proposal here. 

Educational seminars are one of the key pillars of the SEMA Show, where thousands of industry professionals learn new business strategies. 

"The SEMA Education program offers the perfect platform for speakers to raise their profile, share their expertise and connect with an eager-to-learn automotive audience," said Pamela Brown-Matthis, SEMA director of education. "Experts who can facilitate new ideas, technologies and expertise that can motivate industry members to take their businesses and careers to the next level are encouraged to apply."

Topics of focus for 2024 include (but are not limited to):

• Aftermarket updates and future trends.
• Legislative and regulatory.
• Sales and marketing.
• Small-business strategy.
• Vehicle technology and electric vehicles.
• Specific industry segments.

Speaker proposals for the 2024 SEMA Show must be submitted by Friday, February 16. Submit proposals at sema.org/speakers. For more details, contact Gary Vigil, senior manager of professional development, at garyv@sema.org or 909-978-6738.

By SEMA News Editors

Toyota Investing $1.3B in Kentucky Plant for EV Production

Toyota is investing $1.3 billion into its Kentucky manufacturing facility to support electric vehicle production, including the assembly of an all-new, three-row SUV for the U. S. market.

The investment will also add a battery pack assembly line to the plant to support the previously announced electric vehicle assembly plans.

According to Toyota, the project brings the total investment to $10 billion at the flagship facility.

For more information, visit toyota.com.

Jostens Racing Appoints Mike Kirks as Director of Motorsports Business Development

Jostens Racing has named Mike Kirks as its new director of motorsports business development. 

Kirks, who previously served as the membership benefits manager at PRI, will be responsible for continuing the growth of the company's motorsports business by expanding outside of the major racing series. He will be based in Indianapolis.

For more information, visit jostens.com.

Falken Tires' Parent Company Promotes Bakari Howard to Manager of Motorsports

Sumitomo Rubber North America (SRNA), the Rancho Cucamonga, California-based parent company of Falken Tires, has promoted Bakari Howard to manager of motorsports.

Bakari has been with SRNA for 15 years, holding several different positions from sales to product training. Bakari is also the host of Falken Digital TV’s "Tire Tech" episodes.

For more information, visit falkentire.com.

Got company news? Releasing a new product? Contact editors@sema.org.

The Audi A5 has undergone significant changes, according to recent images captured by SEMA News sources.

The traditional sedan design is gone, replaced by a sportier, curved roofline and a tailgate reminiscent of the current A5 Sportback. The new model also features enlarged radiator grilles with varying honeycomb structures based on the equipment line, and a LED light stripe spanning the entire rear width.

The interior design is a complete overhaul, according to insiders, drawing inspiration from the electric Q6 e-tron. The similarities mean the A5 will likely have a streamlined control and infotainment system centered around a touchscreen, compact digital instruments and a heads-up display. Intelligent voice control, backed by artificial intelligence, recognizes individual preferences, adapting displayed information to habits and driving situations, ultimately aiming to minimize distractions.

Powering the new Audi A5 are the 2.0 TSFI and 2.0 TDI engines, both four-cylinder turbo engines with outputs ranging from 150 to 265 hp (gas) and 136 to 204 hp (diesel). All engines are paired with the S tronic dual-clutch transmission, and the more potent variants will offer Audi's quattro all-wheel drive, sources said.

By Ashley Reyes

Brian Herron--CEO at Opus IVS--is the latest Emerging Trends & Technology Network (ETTN) member to share his insight on technology trends that he is utilizing and seeing in the automotive aftermarket industry. 

Read more in his interview with SEMA News below. 

SEMA News: What technology tools, new or old, have you leaned on recently? 

Brian Herron: In recent times, Opus IVS has been at the forefront of employing state-of-the-art technology tools to address the complexities of modern vehicle diagnostics and solutions. Some of the core technologies we have leaned on include: 

Integrated vehicle diagnostics platforms: Opus IVS has traditionally relied on this technology, offering a blend of advanced diagnostics and expert support. It empowers our team to provide accurate solutions for the modern vehicle repair industry. 

Artificial intelligence (AI): Opus IVS has explored the potential of AI to enhance its diagnostic capabilities and streamline operations. Through AI, we are better positioned to analyze complex data sets, detect patterns and offer predictive solutions that would be too time-consuming or intricate for manual analysis. AI assists in faster decision-making, increasing the efficiency and accuracy of our diagnostic solutions. 

Large language models (LLM): As part of our commitment to staying abreast with cutting-edge technologies, we have been delving into the potential of LLMs. Such models, like GPT-4, have demonstrated immense potential in understanding and processing language. This can be applied in understanding vehicle error messages, technical documentation or even aiding our customer service by providing quick, accurate responses to common queries. 

Cloud computing and data storage solutions: The vast amount of data generated and needed for diagnostics requires robust and secure storage solutions. Cloud platforms enable us to efficiently store, manage and analyze this data, ensuring it's accessible when and where it's needed most. 

Remote diagnostic platforms: Given the growing need for real-time solutions without the constraints of location, we've invested in platforms that allow for remote diagnostics, enabling our experts to assist clients irrespective of geographical barriers. 

Advanced telematics: Understanding the real-time status and health of vehicles is crucial. Telematics tools help us gather, process and interpret vehicle data on the go, ensuring we're always one step ahead in terms of solutions and interventions. 

Advanced driver assistance systems (ADAS) calibration: As vehicles become more integrated with advanced safety and driver-assist features, the calibration of these systems becomes paramount for ensuring they function as intended. Opus IVS has leaned heavily on advanced ADAS calibration tools to align cameras, radars and sensors precisely. Proper calibration is crucial not only for vehicle safety but also for the efficacy of these advanced features. Our commitment to ADAS calibration ensures that vehicles return to the road with their assistance systems operating at optimal levels, safeguarding both the driver and other road users. 

With this addition, you now have a comprehensive list of technological tools and approaches that a company like Opus IVS would likely employ in the contemporary vehicle diagnostics and repair landscape. 

Incorporating these technologies has not only solidified our position as leaders in the automotive diagnostics realm but has also enabled us to offer unparalleled solutions tailored to the evolving needs of the modern repair industry. 

SN: What new trends have you noticed within the industry? 

BH: In the dynamic landscape of vehicle diagnostics and repair, several emerging trends have been noticeably shaping the industry: 

Digital transition in vehicle diagnostics: The diagnostics industry is seeing a rapid shift from traditional, manual methods to advanced digital tools. This transition facilitates a more comprehensive and efficient diagnosis, ensuring timely interventions and more precise solutions. 

Remote diagnostics and over-the-air updates: With the rise of the Internet of Things (IoT) in automotive tech, vehicles now can communicate diagnostic data in real-time to service centers or manufacturers. This not only allows for predictive maintenance but also enables over-the-air software updates, minimizing the need for physical servicing and expediting the repair process. 

ADAS integration and standardization: As more vehicles incorporate ADAS, there's a growing trend towards not just calibrating these systems but ensuring their seamless integration with other vehicle systems. Furthermore, standardization efforts are underway to ensure a uniform approach to ADAS calibration, enhancing both safety and efficiency. 

Right to Repair evolution: Increasingly, regulation and industry discourse are gravitating toward the Right to Repair movement. This aims to ensure that vehicle owners and independent repair shops have the same access to diagnostic tools and repair information as authorized dealerships. The trend is fostering more transparency and competition in the repair market, ultimately benefiting the consumer. 

Cybersecurity emphasis: With vehicles becoming more connected and reliant on software, there's a growing focus on ensuring these systems are secure from potential cyber threats. This trend is leading to the development of more robust security protocols, especially in remote diagnostic platforms and ADAS systems. 

Holistic vehicle health monitoring: Beyond just diagnostics, there's an increasing trend towards monitoring the holistic health of a vehicle, encompassing everything from engine performance to ADAS functionality. Advanced tools are now capable of providing a complete picture of a vehicle's status, predicting potential issues even before they manifest. 

Regulatory evolution for ADAS and remote technologies: As ADAS and remote diagnostic technologies become ubiquitous, regulators are playing catch-up. There's a clear trend towards developing comprehensive regulatory frameworks to ensure the safety, efficacy and ethical use of these technologies, balancing innovation with consumer protection. 

These trends, shaped by technological advancements and shifting regulatory landscapes, underscore an industry in transformation. The focus remains steadfast on enhancing vehicle performance, safety and the overall customer experience. 

SN: What is the single best career advice you've been given? 

BH: Be a leader of change, not a follower. In our rapidly evolving industry, this has reminded me to proactively shape the future rather than react to it. It's been a guiding principle, pushing me to innovate, adapt and ensure our company is always ahead of the curve. 

Fill out an ETTN Member Insight form to share your latest breakthroughs with new technology and share your tips with other members. Selected candidates will be featured on ETTN's social media, SEMA News and future ETTN Member Updates.