By SEMA Editors

Adrian Murray, a longtime automotive aftermarket industry professional, has passed away. Murray served on the SEMA Board of Directors from 2010-2012.

"Adrian Murray was an exceptional member of the automotive aftermarket. Serving alongside Adrian on the Custom Automotive Network (CAN) Board of Directors was an incredible professional and personal experience. His passion and enthusiasm for our industry go unsurpassed. He will be greatly missed by many, and SEMA extends its condolences to the Murray family," said Denise Waddingham, SEMA council director.

Murray began his career in the automotive aftermarket as a territory manager in Los Angeles for Federal-Mogul in 1978. After transferring to Fort Worth, Texas, as a heavy-duty specialist in 1982, he returned to Los Angeles in 1988 to accept a position as national sales manager for Edelbrock, a position he held until he was named vice president of sales in 1992.

In 1998, Murray joined Painless Performance Products, then known as Painless Wiring, as vice president of sales. In 2003, he acquired an ownership stake and became president, leading the company until his retirement in 2020.

Adrian Murray (right) joined Painless Performance Products in 1998 as vice president of sales before acquiring an ownership stake and becoming president in 2003.

Under Adrian's leadership, Painless was named Manufacturer of the Year by the Performance Warehouse Association (PWA), now known as the CAN, in 2002 and was among the three finalists for this prestigious award in 2006, 2007, 2008 and 2009. PWA also selected Murray as Person of the Year in 2002 and 2009, while CAN named him Person of the Year in 2018.

Murray served on the CAN Board of Directors from 2019-2020. 

By Ashley Reyes

SEMA Truck & Off-Road Alliance (TORA) members who would like to showcase their build in a premier location at the 2023 SEMA Show have until Wednesday, August 23, to submit their TORA Feature Vehicle Program applications. Up to 10 unique builds will be featured as part of the council's Feature Vehicle Trail display outside of the West Hall at the SEMA Show--enabling builders and exhibiting manufacturers to showcase their talents and brand in a high-traffic area, as well as expand their footprint beyond their SEMA Show booth.

Submissions are being accepted in the areas of SUV, side-by-side, lifted truck, lowered truck, overland, off-road and CUV crossover. All selected participants will have their build voted on by Showgoers for the chance to win the TORA Best in Show award, which will be announced during the TORA Reception at the SEMA Show on Wednesday, November 1.

The cost to participate is $1,500, with $500 of that donated to SEMA Cares, the fundraising arm of the association that supports a variety of children's charities. Get your name out there as a builder; submit your application today. Not a TORA member? Apply here.

By Eric Colby

An exhibitor’s success at the SEMA Show relies on sparking personal interactions with attendees. In this article, returning exhibitors share some proven strategies they used as newcomers and how they will build on them this year.

When people hear about the SEMA Show, they think about cool cars and trucks, accessories and influencers taking over Las Vegas for a week. Their first thoughts most likely won't focus on a bank.

But Fifth Third Bank of Charlotte, North Carolina, is happily returning as an exhibitor for their third consecutive SEMA Show this October 31–November 3 at the Las Vegas Convention Center. The company also signed on again as a sponsor of the reception that precedes the Industry Awards Banquet, Thursday evening, November 2. Their story proves that with the right strategy, every brand can find success at the Show.

"It's a great opportunity, and it helped us align with SEMA and get visibility with the key decision makers in the industry," said David Morton, managing director of motorsports and automotive aftermarket for Fifth Third Bank, which also sponsors cars in NASCAR, Indy Car and NHRA. "We fully believe we're not just in this to write checks," said Morton. "We want to be immersed in the industry and the community."

Fifth Third Bank, which is also a longtime supporter of the Performance Racing Industry (PRI) association, has sent a team of attendees from a company branch to the SEMA Show for 25 years. The reasons behind stepping up to exhibiting in 2021 were twofold. "I felt like we needed to have a booth to put a stake in the ground aftermarket community," said Morton. "Where else can you go in one week and meet so many decision makers and start to build relationships?"

Even with all the visibility provided by outlets like YouTube, TikTok and Instagram, more than 130,000 people--including an estimated 70,000 buyers--chose to be at the 2021 SEMA Show. This made Fifth Third Bank's participation in the Show--the world's largest aftermarket event--more than worthwhile. This year's edition is set to occupy more than a million sq. ft. of space at the LVCC.

FuelTech’s unveiling of a new Audi drag car for “Street Outlaws’“ Daddy Dave drew plenty of visitors to the red glow of its booth. The company then capitalized on the opportunity for one-on-one conversations. Courtesy of FuelTech.

For exhibitors, this makes the Show an invaluable venue for interacting with thousands of attendees not only from throughout the United States but internationally as well. "The new people we met, connections with others in the industry, and the information we learned was priceless," Brandon Arpin, chief marketing officer at Valvetronic Designs in Quakertown, Pennsylvania, said after exhibiting at the Show for the first time in 2022. "The first year was an unbelievable experience for anyone on the team."

Added Jake Palladini, brand manager for bushings maker Powerflex USA after exhibiting in 2022 following a nearly decade-long absence, "This [was] my first time exhibiting at a Show meant for other professional customers to come by and see you. I've exhibited at other shows, but they were more geared toward the public and narrowed down to a specific market."

Investing in the Future

For Fifth Third Bank, the decision to exhibit in 2021 opened up other avenues to become more involved with the SEMA association as well as the SEMA Show itself. A good example is sponsoring the reception. "If we didn't' exhibit, that wouldn't have been an option," Morton said, adding that the sponsorship reflected a genuine partnership. "It was an idea we had, and they embraced it and put some creative thinking behind it that worked well for us and for them, too."

Like many other SEMA Show attendees, Fifth Third had experience at other shows, but the sheer size of the SEMA trade event can cause even seasoned event veterans to closely examine their goals. "You have many people walking by," said Morton--meaning that coming with a strategy for targeting leads is critical. In the company's second year of exhibiting, Morton and his team decided to add a large-screen TV to broadcast a video of the Fifth Third story. Think of it as another team member who attracts and filters potential clients.

Fifth Third Bank's goal is to become a business' primary bank and provide strategic advice, access to capital to finance growth. "With NASCAR, we showed all the different companies that we are the primary bank for," said Morton. "We won business from a large product distributor [that we met at SEMA] and got a nice piece of business."

Continuing, he said, "Success is ultimately based on the new relationships we earned through conversations we have at the Show. It might be three months, it might be six months, or two years from now, but being at the Show gave us the opportunity to talk to the owner of a business."

Additionally, Fifth Third is running ads in industry publications and on digital platforms announcing that it will be exhibiting at the Show. When the company is in Las Vegas for the Show, representatives from the bank attend as many events as possible, including the breakfasts and the SEMA PAC event. "You need to be present and participate in all of it," advised Morton.

Making the Right Noise

After exhibiting for the first time at the SEMA Show in 2022, Valvetronic Designs significantly increased its booth size for this year but is scaling down the number of products on display to make room for more personal interactions.

In 2022, Valvetronics drew visitors with several booth vehicles. This year the company plans to feature fewer cars to enhance its space for more product demonstrations and personal interactions. Courtesy of Valvetronics.

Valvetronics makes switchable muffling and exhaust systems that let an operator choose when to be loud and proud or when to quiet the situation. When the company started, its first products were for BMW 335s and M3s, and the core audience has been 18- to 35-year-olds. Arpin said a goal of attending the Show is to expand to a broader demographic. Last year, the company had a handful of cars in its booth, but Arpin said the focus this year will be on meeting more people--including both buyers and attendees it can convert into brand ambassadors.

"We're trying to go with a simple approach. We will have a McLaren P1 and an M3, but our goal this year will be meeting a lot of influencers in the industry. We want as much foot traffic and want to talk to as many people as possible."

Fifth Third Bank returns for 2023 as both a Show exhibitor and as a sponsor of the Thursday-evening Industry Awards Banquet reception, proving that all types of businesses can find success at the Show.

The company has relationships with many content creators and influencers, but Arpin didn't meet most of them until the 2022 SEMA Show. "It was nice to be there in person with the influencers," he said.

"There's a huge benefit of having someone with a million followers posting about being at your booth."

In addition to expanding booth space from last year's 400 sq. ft. to 600 for 2023, Valvetronics has an exhibit design that better lends itself to hosting more people to watch product demonstrations, since the feedback from 2022 indicated that many visitors had stopped at the booth when they saw demos from the show-floor aisles.

Arpin is also an influencer and creator, so he took advantage of meeting people he's communicated with online. One evening after the Show, he and other influencers went to see an EDM artist and exchange ideas and experiences. "Each team member made his or her own connections," said Arpin.

Branching Out

FuelTech is a 20-year-old Brazilian company that makes high-performance ECUs for just about any application imaginable, from cars to off-road trucks and even boats. Last year, FuelTech USA, which distributes throughout this country, exhibited at the SEMA Show for the first time.

"We did PRI for the past five or six years and we thought we had an idea of what we were getting into, but [the SEMA Show] was completely different," said FuelTech USA's sales manager Andre Nunez. "The vastness of it is impressive."

FuelTech is already firmly entrenched in hardcore high-performance niches like no-prep drag racing, the street outlaw world and drifting.

"SEMA gives us the opportunity to access a completely new group of people who aren't hardcore racing and different avenues that we don't get to interact with a lot," said Nunez.

The company's 2022 exhibit unveiled a new Audi drag car for Daddy Dave from the "Street Outlaws" TV show, which drew plenty of visitors. Once they were in the booth, the FuelTech team had the opportunity to tell guests more about the company and its products.

"We got to speak with people about the company itself and what we do," said Nunez. "It gave us a chance to introduce FuelTech to people and how the equipment is being used. We were pretty happy with the way everything developed, but [this year] we'll make our area more friendly to sit-down conversations."

While FuelTech is well-known among serious drag racers, the size of the SEMA Show lets the company expand its reach to what Nunez called the "next circle out from the hardcore racers."

FuelTech is also looking ahead with an electrification division called FuelTech Electric. "It's still in its infancy and we're about to release software with the ability to control electric motors," said Nunez. "We're making sure we stay on top of that so we're not caught behind when the transition happens."

Obviously, exhibiting at the SEMA Show is an investment, so a company has to look at ways to manage expenses for a great ROI. For example, FuelTech normally drives its own display and equipment to more local events, but getting it out to Las Vegas for a company based in Ball Ground, Georgia, presents its own challenges.

"It's more expensive, but it's worth it," said Nunez. The company's booth had an entire video wall, plus FuelTech expanded its Show presence by participating in the New Products Showcase with its ECUs and supplementary products like fuel injectors.

Coming into the 2023 edition of the SEMA Show, Nunez said FuelTech's focus will be sharpened. "When people see us a second time, it will be more about getting business done," he said. "Being at SEMA sends a message that we're serious."

A Promising Return

Let's be honest, it takes a special crowd to get excited about something like a suspension-system bushing, but that's why a company like Powerflex USA returned to the 2022 SEMA Show after nearly a decade-long absence.

"I've exhibited at other shows, but they were more geared toward the public and narrowed down to a specific market," said Powerflex USA's brand manager Jake Palladini. "This was my first time exhibiting at a show meant for other professional customers to come by and see you."

He continued, "We made a lot of meaningful connections that have turned into new accounts with us. It's hard to quantify return on investment this early, but the brand presence and awareness was great and we interacted with a ton of people."

The Powerflex USA team proved last year that sheer simplicity is yet another successful formula. LED lighting and an illuminated back wall helped control costs while pulling in traffic--leading to meaningful deals with strong ROI. Courtesy of Powerflex USA.

Powerflex USA sponsors some online content creators, but Palladini said the company sees more value in focusing its marketing on existing customers. For a few different reasons, Powerflex USA opted not to exhibit at the Show after 2013, but Palladini saw that the organization was missing opportunities by not being at the event. "We decided it was time to make a return and be out there on the biggest stage," he said.

Powerflex USA tracks its connections made at the Show, which SEMA makes easier with its lead-retrieval system, and Palladini keeps a running tab of the contacts to see which ones transition to accounts. As the other companies in this story found, the Show's in-person interactions cannot be duplicated on a Zoom or Teams call or in an email or phone conversation.

"You talk to 125 to 200 people and if you walk away with four meaningful accounts, you've returned your investment," he said. "Some of these customers are people I've wanted to talk to for a while but sending them an email or a phone call on a busy day isn't the same as them stopping by your booth."

Looking at the expenses, Palladini said that upgrading the company's display with new technology like LED lighting and renting furniture actually saved money from what Powerflex USA spent in 2013.

For 2023, the Powerflex USA booth will be in the Central Hall within eyeshot of the Barrett-Jackson exhibit. "More people are going to walk by and see our bright illuminated back wall," said Palladini. The company also plans to place items in the New Products Showcase after getting some good exposure by supplying bushings that were used in a Tesla control arm in last year's event.

The message for new, veteran and potential SEMA Show exhibitors alike is that personal interaction with industry professionals who share a passion for performance can work wonders for any business. Whether a company makes aftermarket products or is a bank helping the industry to grow, the key is a strategy to draw attendees in, spark a conversation and tell your brand's story. After all, attendees used to ask why Fifth Third Bank was at the SEMA Show. "We never get that question now," said Morton. "People know us, and we're part of the community."

Join the Show

The annual SEMA Show in Las Vegas is the industry's No. 1 trade event and a proven venue for taking businesses of all sizes and scope to the next level. If your company hasn't yet signed on as a 2023 SEMA Show exhibitor, there's still time to join the industry this October 31–November 3. Learn more at SEMAshow.com/exhibitor.

By SEMA Editors

Are you hunting for a new job? The SEMA Career Center has a comprehensive listing of automotive-related job openings nationwide. Below are some of the latest postings.

Accuair OffRoad

Regional Sales Manager

Accuair in Merrit Island, Florida, seeks an individual to drive sales blitzes in target areas, spreading education and awareness of its new technology and products.  

LIQUI MOLY USA

Regional Sales Manager, Michigan

LIQUI MOLY USA seeks a candidate responsible for developing sales strategies and increasing sales of the company's products; building new business relationships; managing current customer partnerships; and more.

Hellwig Products

Mechanical Engineer

Hellwig Products in Visalia, California, needs a new mechanical engineer to develop efficient equipment, processes and systems that result in high-quality products.

For more information, including how to apply for jobs or to post job listings, visit the SEMA Career Center here.

By SEMA Editors

Lubrication Specialties (LSI), the Mt. Gilead, Ohio-based manufacturer of Hot Shot's Secret, has announced the immediate promotion of Mindy Groves to operations manager for the "Steve Sommers Overnight Drive."

The "Steve Sommers Overnight Drive" is a late-night radio show and podcast that Talk Media Network recently syndicated for AM and FM stations. Sommers is well known among late-night listeners and airs the show weekly from midnight to 5:00 a.m. EDT Monday through Friday. The five-hour overnight call-in talk show streams live and can be heard on the official overnightdriveradio.com app, Facebook, Rumble, Apple Podcasts, Google Podcasts, Amazon, TuneIn, Spotify, iHeart Radio Podcasts and at overnightdriveradio.com.

Formerly LSI's director of sales, Groves started with LSI in 2015 as an account clerk and, in 2021, became the director of sales, where she was responsible for exponentially growing performance dealer sales.

"Mindy is an incredible asset who connects with people easily, is well organized, has a passion for Hot Shot's Secret, and loves a challenge. When we adopted this show to be a conduit to share Hot Shot's Secret message to the late-night audience, many said it couldn't be done and the show would fail. As a long-time advertiser for the show when Steve was on iHeart Radio, we believed that having someone who was talking directly to drivers and long-haulers was important as our first product was developed for this audience. Mindy's expertise and product knowledge matched with her people skills will help us keep this show viable for the future," said Brett Tennar, LSI president.

By SEMA Editors

The highly anticipated Ferrari F250 hypercar has been spotted out and about testing near the automaker's headquarters in Maranello, Italy. Although heavily disguised, the camo is gradually revealing more of the LaFerrari successor's bodywork and details.

Images show how the doors cut into the roofline, allowing for easier access and lending the F250 something of a race-car aesthetic.

The Ferrari hypercar prototype wears a huge aerodynamic package, designed to squash the supercar into the tarmac at all road speeds. The rear wing is particularly aggressive, but the bodywork is peppered with cooling ducts and hidden aero trickery to help it cleave the air efficiently.

Insiders suggests the Ferrari F250 will be a limited-series production car, with around 600 to be made. A further 200 Aperta or Spider variants are likely and there may yet be a few dozen track-only cars to boot.

By SEMA Editors

Seven of the world’s leading automakers--BMW Group, General Motors, Honda, Hyundai, Kia, Mercedes-Benz Group and Stellantis NV--are creating a joint venture to accelerate the transition to electric vehicles (EVs) in North America by making EV charging more convenient, accessible and reliable.

The joint venture will include the development of a new, high-powered charging network with at least 30,000 chargers.

With the generational investments in public charging being implemented on the federal and state level, the joint venture will leverage public and private funds to accelerate the installation of high-powered charging for customers. The new charging stations will be accessible to all battery-powered electric vehicles from any automaker using a combined charging system (CCS) or North American Charging Standard (NACS) and are expected to meet or exceed the U.S. National Electric Vehicle Infrastructure (NEVI) program requirements.

The joint venture is expected to be established this year, subject to customary closing conditions and regulatory approvals.

The first stations are expected to open in the United States in the summer of 2024 and in Canada at a later stage. Each site will be equipped with multiple high-powered DC chargers and in line with the sustainability strategies of all seven automakers, the joint venture intends to power the charging network solely by renewable energy.

For more details, visit the Stellantis announcement.

By SEMA Editors

SEMA Show exhibitors can expand their reach, product exposure and Show-floor presence through the exclusive Products for Project-Vehicle Builders program. Apply here.

The Products for Project-Vehicle Builders list features SEMA Show exhibitor product offers and contact information for builders looking to collaborate.

Qualified builders interested in obtaining a product should contact exhibitors directly. With each project vehicle required to be supported by a current 2023 SEMA Show exhibitor, all product-placement decisions, negotiations and agreements are the responsibility of the exhibiting manufacturer and the builder.

The list is open to exhibitors of the 2023 SEMA Show only. To be included in the list, complete the form.

Builders are encouraged to frequently check the 2023 Products for Project-Vehicle Builders list, as it is updated when submissions come in.

Note: Submissions appear on a first-come, first-served basis. For verification purposes, the Project-Vehicle Builders form must be used to participate in the program; email submissions will not be included in the list. Participation in the list does not guarantee product or vehicle placement at the 2023 SEMA Show.

By SEMA Editors

Turn 14 Distribution, the performance parts distributor based in Horsham, Pennsylvania, has announced that it will acquire Tucker Powersports, a 56-year-old powersports company based in Fort Worth, Texas. Founded by Ed Tucker, Tucker Powersports also operates in Florida, Pennsylvania, Illinois and California.

Turn 14 Distribution will acquire Tucker Powersports' inventory, intellectual property and private-label brands, which include marques like Kuryakyn, Answer Racing, Pro Taper and QuadBoss.

"The purchase of Tucker Powersports and our entry into the powersports market is an area of opportunity and growth. We look forward to applying many of the principles our company is founded on as we leverage our strengths in efficiency, focus and excellence in the powersports category," said Jon Pulli, CEO of Turn 14 Distribution. 

"The change in ownership is a huge injection of resources to better serve Tucker dealers around the country," said Marc McAllister, president and CEO of Tucker Powersports. "I am confident that Turn 14 Distribution will have a significant impact on the powersports industry with their approach to inventory and their high-quality customer service."

"As we form our powersports team, including sales, marketing and purchasing employees, Turn 14 Distribution will make every reasonable effort to retain and maintain the talent pool at Tucker Powersports," said Pulli.

By SEMA Editors

The SEMA Future Leaders Network (FLN) named Penelope Moroso--marketing director at Moroso Performance Products Inc.--as the network's newest spotlight member. 

Get to know Moroso in her interview with SEMA News below.  

SEMA News: What is the best advice you have ever received?  

Penelope Moroso: Say yes! Especially at the beginning of your career, always say yes to things that challenge you. By saying yes and stepping outside your comfort zone, you open so many doors, whether it's meeting new people, trying a new experience or gaining a new skill. Saying yes early in my career has given me so many opportunities and helped me expand my network and meet some really talented individuals. 

SN: What keeps you in the industry?  

PM: My family, both my immediate family and work family. So much care and hard work has gone into building Moroso and making it successful for 55 years. I want to make the people who have supported me and our company proud and excited for the future of Moroso. 

SN: Where can you be found on a Saturday?  

PM: I love going to try new restaurants and vineyards in my area. Living on the shoreline of Connecticut, we have some amazing seafood and really unique spots to try. And as much as I love trying new places, nothing beats going up to my parents' house on the lake for dinner. My parents grill, and we get to fish and kayak. 

SN: How do you prepare for an important meeting?  

PM: I gather and go over as many resources that I have available. I tried to be overprepared but am also conscious that someone else may have additional information or a different perspective I didn't consider. 

SN: If you could go to lunch with one industry leader, living or dead, who would it be?  

PM: I would like to go to lunch with Melanie Hellwig White. I had the opportunity to meet her a few months ago, but I would love to hear more about her experience in the industry and how she has taken her family's business to the next level. Taking on a leadership role for my business, I think she would have a lot of insight and wisdom. 

Fill out an FLN member spotlight form to be eligible to be featured on FLN's social media, SEMA News and FLN member updates.