By Meredith Kaplan Burns

PRI welcomed its new President Michael Good on February 26, 2024. He recently sat down with PRI Magazine and shared his vision for the brand, where he sees the industry headed, how our industry can unite to address current and impending challenges, and his focus on continuous improvement not only for himself but guiding his team members as well.

For the complete interview, please read PRI Magazine's Newly Appointed column with Michael Good in the May 2024 edition.

PRI: How has your experience prepared you for this role to lead PRI?

Good: It is truly a humbling privilege to step into this role, into a team that exudes passion to connect, protect, and advocate for an industry that brings out the best in people. Each of us is a culmination of our prior experiences. It's through those experiences that we continuously learn, shape and mature in our approaches to simple tasks, and how we overcome and solve complex problems in changing times.

I am confident that my prior experiences, which include starting a company from just an idea to leading and growing global brands in the automotive space, have collectively given me the diverse background needed to embrace our changing world. Together we will bring new and innovative methods to the industry that further strengthen our position to attract future generations while embracing those that have been engaged with PRI from the beginning.

PRI: Why is this position a good fit for you? And why are you a great fit for PRI?

Good: I don't take for granted that I've been able to align my passions and my career. I believe that you are either running from something or running to something throughout your life. I was fortunate to have a great career prior to joining PRI. I saw this opportunity as definitely running to something. When I look at the foundation of PRI--a strong connection to our members, constantly advocating for our members, and always looking for new, innovative ways to connect our industry peers to one another, and then combine that with the brand equity of a 36-year-old organization, I see tremendous upside potential. My ability to help shape the culture and strategic vision, understanding how to bring the voice of the customer into our decision-making process, to do all of that at a best-in-class level, is what excites me the most. I can clearly see the path ahead and understand what it will take to for PRI to become an even more integral partner to the industry.

PRI: Can you cite some examples as to why you are bullish on the racing market? Why are you optimistic about racing's future?

Good: The racing industry is not only founded on innovation, but it also embraces the technologies that exist outside of the racing industry--autonomous driving and AI, for example--and finds ways to incorporate them. In many ways, innovation and technology have lowered the barriers to entry for enthusiasts to get involved in racing. The expansion of the sim-racing world is bringing a younger generation into the industry and giving them an introduction to the sport, in a virtual manner. Technology and innovation can drive future growth, and I believe we're seeing that in the growth of grassroots racing in local markets across the United States.

I'm optimistic that racing will continue to evolve and take on new and exciting ways to pursue speed.

PRI: What are you most looking forward to in your new role here at PRI?

Good: Engaging with the manufacturers to learn more about how best to help them grow their businesses! Driving change where it is needed and making sure not to try and fix what is not broken.

PRI: Is there a valuable piece of advice or a lesson you picked up along the way that has served you well through the years?

Good: Three things come to mind. I'm a firm believer that you get back what you put into the world, so lead with grace. Invest in your EQ [emotional intelligence] as much or more than you invest in your IQ. Never let your current circumstances drive you to make an impractical decision that could have long-term negative implications.

And BTBVOY: Work a little bit each day to 'Become the Best Version of Yourself.'

By Ashley Reyes

The SEMA Truck & Off-Road Alliance (TORA) and SEMA Future Leaders Network (FLN) are hosting a networking mixer during Jeep Beach Week in Daytona, Florida.

The event will take place on Wednesday, April 24, 2024, from 4:00 p.m.-6:00 p.m. (EDT), on the third level of the Daytona International Speedway.

The mixer is the ideal event for TORA and FLN members to grow their professional network, discover business and career-building resources and connect with each group's select committee. Attendees will learn about member resources, find open volunteer opportunities and forge valuable relationships that can drive their business forward.

Prospective TORA and FLN members are encouraged to attend the event, as it's a great way to discover the benefits of SEMA council and network membership. Hors d'oeuvres and drinks will be served.

RSVP here.

By Ashley Reyes

The SEMA Future Leaders Network (FLN) has launched a new Lunch and Learn webinar series, providing SEMA members with valuable educational content to enhance their professional growth. In partnership with SEMA's education department, the series will feature industry veterans and expert speakers who will share key insights and strategies for career and business advancement.

The series will include three total sessions for 2024 and delve into topics such as social media branding, improving your resume and interview skills, and leveraging the SEMA Show.  

The first session of the series, "Navigating the Ever-Changing Digital Marketing Landscape," will take place on April 11, 2024, at 10:30 a.m. PDT. Led by Dan Kahn, president and CEO of Kahn Media, the session will cover the current state of the social-media landscape and influencer marketing, offering attendees practical tips for building a strong brand in a constantly evolving environment. Participants will learn about first-party data, why it plays a central role in digital marketing efforts and how to gather and use first-party data to create effective marketing campaigns.

Kahn is a published author, photographer and marketing expert with over a decade of experience in hybrid public relations, influencer relations and high-ROI marketing tactics. Throughout his career, he has represented some of the world's most high-profile luxury, transportation, outdoor and motorsports brands.

Time will be reserved for a Q&A, allowing attendees to tap into Kahn's expertise. Register here.

The first 20 members to register will receive a $20 Uber Eats voucher for the day of the webinar.

By SEMA News Editors

In partnership with Honda Motors, the SEMA Garage has announced a measuring session for the all-new '24 Honda Ridgeline.

SEMA members will have the opportunity to test-fit prototypes, 3D scan, measure and have a close-up experience ahead of the vehicle's public release. Take advantage of this exclusive event, scheduled for March 26-27, at the SEMA Garage in Diamond Bar, California.

'24 Honda Ridgeline Measuring Session
March 26-27, 2024
SEMA Garage Diamond Bar, CA
1577 Valley Vista Dr.
Diamond Bar, CA 91765
View on Google Maps.
Click here to RSVP!

Spots are limited for this exclusive event; sign up today! For more information, visit the Click here to RSVP!  or contact measuringsessions@sema.org.

By SEMA News Editors

The road to the 2024 SEMA Show, November 5-8 in Las Vegas, begins with the annual booth priority selection process. This is when exhibitors choose a Show floor location based on their seniority in a process that literally builds the SEMA Show section by section, booth by booth.

"It is like the order of a pro sports draft; we rank each exhibitor by seniority, determined by how many SEMA Shows an exhibitor has participated in and by Show section," said Andy Tompkins, SEMA trade show director. "To do this, we call every single exhibitor from brands that are just starting out all the way to established companies that have been part of the Show for years."

Every approved exhibitor who submits their exhibit space rental application (ESRA) and deposit prior to the Friday, March 29 deadline has the opportunity to select their booth space. During the exhibitor's time to pick, a SEMA Show account representative will call the primary contact and help locate and assign the exhibit space that best suits the company's needs.

"This is a fair and straightforward way for companies to select their best possible location, which is part of SEMA's commitment to providing the best Show experience possible," Tompkins said. "We even have tiebreakers built into the system for companies that may have the same seniority. These processes keep the SEMA Show exciting and new each year."

One of the most important aspects of a successful Show is pre-Show marketing and promotion. The priority selection process allows exhibitors to understand their Show floor location and how large their exhibit will be so they can begin to promote their booth, plus envision their display design, product presentation and staffing at the Show.

There is still time to get involved in the booth space priority selection process; submit your ESRA application by Friday, March 29. The SEMA Show team will begin the booth plotting process from April 29 through May 15 (more exhibitor resources here).

Attendee and media registration opens on Monday, April 29. And, hotel reservations for the 2024 SEMA Show are open online here. 

Keep an eye on SEMA News and semashow.com for the latest deadlines, updates and opportunities for the 2024 SEMA Show.

By Ashley Reyes

The first step to achieving your goals is knowing your purpose and your "why." Once your purpose and "why" are defined, you will be able to prioritize your life to accomplish your goals, get through obstacles and live a happier life.

SEMA members are invited to attend the SEMA Businesswomen's Network (SBN) webinar "Going Beyond Potential" on April 16, 2024, at 12:00 p.m. PDT, to learn how to turn their thoughts and goals into actionable plans. Moderated by educator, author and wellness specialist Jenna Sage, and featuring speaker Jackie Martin, chief purpose and inclusion officer at FOX Factory, the session will teach attendees strategies for seeking support and creating a roadmap for success.

Martin is a certified life and executive coach who has implemented multiple workshops focused on knowing your purpose. Her expertise in individual development planning and peer accountability measures will inspire attendees to overcome their unique challenges and go beyond their potential. Register today!

By SEMA News Editors

Yokohama Rubber Co. (YRC) has announced its intent to build a new consumer/light-truck tire plant at the Alianza Industrial Park in Saltillo, Coahuila, Mexico, after the YRC board has approved the plan. 

"This is a clear signal that Yokohama is committed to the North American market," said Jeff Barna, president and CEO of Yokohama Tire Corporation (YTC). "The increased production capabilities will supplement existing global capacity for tires destined for our region," Barna said. 

The modern plant, with an initial capital investment of $380 million, will be built on a 150-acre site. Construction is expected to begin in the second quarter of 2024 and the facility is set to begin production in early 2027 with a planned annual output of 5 million tires.

For more information, visit yokohamatire.com and yokohamatruck.com.

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

By SEMA News Editors

Holley Performance Brands Previews 2024 Event Season

Holley Performance Brands has revealed its full schedule of experiential marketing events for 2024.

Launching in April, Holley's event season will showcase its various aftermarket verticals, the company said, including domestic musclecars, late-model truck and off-road, Euro and imports, and safety and racing.

This year's lineup features the return of flagship Holley events, including multiple Holley LS Fests, Holley Ford Festival and MoParty. Additionally, Holley is expanding its consumer engagement program to reach an even broader set of automotive enthusiasts through participation in more than 20 third-party events.

In addition to its flagship events, Holley experiences will be featured at events and trade shows throughout 2024, including a return to the SEMA Show, November 5-8, in Las Vegas, and the PRI Show in Indianapolis, December 12-14.

For more information, visit holley.com.

ASCS Names Series, Competition Directors

The American Sprint Car Series (ASCS), the Concord, North Carolina-based series, has hired Lonnie Wheatley as its new series director and Cody Cordell as competition director and leader of the ASCS Sooner region.

Wheatley has been involved in the Tulsa Shootout and Chili Bowl Nationals for more than 20 years, assisting with media needs, developing the formats, covering the passing points, and managing the efficiency of the shows.

Cordell spent the last four years as crew chief and team leader for sprint car driver Noah Gass and previously served as race director for POWRi, the midget and sprint car sanctioning body.

For more information, visit ascsracing.com.

Toyota Gazoo Racing North America Launches GR Cup eSports League

Toyota Gazoo Racing North America (TGRNA) is partnering with SRO Motorsports Group America and iRacing to launch the Toyota Gazoo Racing GR Cup eSports League.

Managed and operated by the SRO Motorsports Group America, the GR Cup eSports League will be the official sim racing league of TGRNA. Forty sim racers will have the opportunity to compete virtually at the same race tracks the GR Cup will visit this season to win a share of more than $10,000 in purse and prizes by qualifying for and competing in the league.

Each race will be 60 minutes and broadcast live on the GT World YouTube channel and SRO Motorsports Twitch.

For more information, visit grcupseries.com/esports.

Got racing industry news? Releasing a new product? Contact editors@performanceracing.com.

By Ashley Reyes

The automotive aftermarket is in a state of constant evolution, driven by new vehicle trends, consumer-spending patterns and the integration of new vehicle technologies. The new "2024 SEMA Future Trends Report," released by SEMA Market Research, is helping association members by outlining how these key areas are likely to affect the market in 2024 and beyond.

According to the report, there are more than 287 million passenger vehicles in operation on U.S. roads. More than a quarter of all registered vehicles in the United States today are crossover utility vehicles (CUVs), and by 2029, it's expected that more than 85% of new vehicles sold will be a light truck (CUV, SUV, pickup or van), of which most will be CUVs.  

Pickups, given their functionality, versatility and longevity, are commonly accessorized for off-road applications. The report finds that 62% of pickup owners buy off-road parts or take their vehicles off-road, and around 80% use their pickup for outdoor recreation uses.

"Off-road products and accessories represent a thriving segment for the specialty-equipment industry, and it only seems to be growing with more companies seeing opportunity to move into the space," said SEMA Director of Market Research Gavin Knapp. "States with off-roading opportunities like Utah, Idaho, Montana, Colorado and areas such as the Pacific Northwest are also the most popular for overlanding, which refers to a combination of remote travel, off-roading and camping."

In addition to pickups, the industry continues to see significant opportunity for both the musclecar and tuner markets. Fresh models, such as the Nissan Z and Toyota GR Supra, offer exciting new platforms for accessorization and modification.

Younger owners of classic cars are typically more willing to swap in modern comfort and performance parts rather than trying to keep everything stock, with a restomod sentiment (a type of vehicle restoration that combines a vintage car's classic design with modern technology and components). In 2022, the classics market accounted for approximately $1.81 billion in retail part sales. 

SEMA members can download the full "2024 SEMA Future Trends Report," which includes additional chapters on the industry's overall outlook, an economic forecast and state of electric vehicles (EVs) and advanced driver assistance systems (ADAS), for free at http://www.sema.org/research.

After downloading the report, register for the webinar "SEMA Future Trends: Outlook for 2024 and Beyond" on April 10, 2024, where the Market Research team will share and explain key findings from the report. Register for the webinar here.

By SEMA News Editors

SEMA News sources recently got an early look at the interior of the '25 Ford Expedition ahead of its expected debut.

According to the exclusive interior shots, the cockpit redesign will feature a sprawling screen spanning the dashboard, along with an additional screen nestled in the center stack between the HVAC vents, reminiscent of the setup in the '24 Lincoln Nautilus.

The revamped Expedition will retain the familiar rotary shift knob, now positioned on a ledge below the center stack screen, accompanied by an adjacent volume knob. Completing the ensemble of changes is a redesigned steering wheel, which has yet to be revealed. As for the exterior, insiders anticipate revisions to the front and rear fascias but no major overhauls for this full-size SUV.

Additionally, an all-electric Expedition is slated for release later in the decade, set to be a distinct model from the gasoline-powered version, according to sources. Both iterations are expected to coexist until the eventual retirement of the gasoline-powered model.

As for the official debut of the '25 Ford Expedition, specifics remain unclear, but insiders are anticipating an unveiling in the coming weeks or months.