By Ashley Reyes

SEMA's' Truck & Off-Road Alliance (TORA) has named Denver, Colorado-based Berg Performance as the council's newest member spotlight company. Get to know its story in the SEMA News interview with Bryan Eisenberger, Berg Performance's vice president of sales and e-commerce, below. 

SEMA News: Tell us the story of your company. How did your company start?

Bryan Eisenberger: Named for the German word for mountain, Berg Performance was established in 2011 as an Audi/Volkswagen/Porsche specialty shop that's all about the people we're lucky enough to call our customers. We started out of a barn and have grown into a world-class operation. Owner Aaron Marshall delivers next-level service by taking a personal interest in ensuring every vehicle is functioning at its very best. From routine maintenance to special requests, start to finish, the customer is central at Berg Performance, a shop built to exceed Audi, VW and Porsche owners' expectations with a new standard of quality. We launched Berg Peaks, our off-road division, in 2020. We focus on building the most capable off-road vehicles possible on Porsche Cayenne, VW Touareg and Audi Q7 platforms. Our first off-road Cayenne, titled Warthog, is now our shop car and our do-everything off-roader. We have since continued to build some of the most capable off-roaders out there. We recently launched our Berg Peaks off-road parts division to help everyone from everyday drivers to extreme off-roaders be able to take their platforms anywhere.

SN: What was your company's breakthrough moment?

BE: I think our breakthrough moment comes in two parts. The first was when we transitioned to our new shop. This was made possible because of our intense attention to detail and how we service our customers. We built a name for high-quality work and a passion for the customer. 

The second is when we decided to build out our off-road practice. We really saw an evolution in our business and a need for high-quality off-road builds utilizing the Cayenne, Touareg and Q7 platforms. We quickly built a name for ourselves, becoming the go-to shop in the West for this type of work. This all culminated with our most in-depth and biggest build yet, the Project Pumbaa, which we featured at the 2022 SEMA Show in Las Vegas. This Cayenne was not just a show car either; we built it to be used and taken off-road. We took it on a number of off-road trips, most notably to Moab, where it completed Top of the World Trail with no winching and no assistance.

SN: Tell us about your business now in 2023. 

BE: We are currently building and fine-tuning four of our Cayennes to take on five of the Jeep "Badge of Honor" trails near Telluride, Colorado. If we haven't yet, this trip with only Cayennes, Touaregs and Q7s will cement these platforms as top off-roading vehicles on the market. In addition to that, we just launched our e-commerce site (bergpeaks.com), in which we have made available parts that we have developed in-house and opened up to the market to address some of the fault areas from the cars at stock, including adjustable upper control arms, air suspension lift kits which we affectionately call our OEV+ lift kits, and a number of other parts that are coming later in the year, including high-angle axles, off-road front/rear bumpers, skids, rock rails and other off-road accessories.

SN: Tell us about a product that you are proud of. 

BE: That would have to be our OEV+ air suspension lift kits that I just discussed. The lift kits on the market right now are mostly body lifts with subframe drops. While that solution achieves the desired results by ultimately creating more clearance, it has a few unintended consequences. The drive and feel of the car lose that Porsche and Audi feel. Part of the reason people buy a Cayenne or Q7 is for that unique feeling while driving. You still feel like you are driving a sports car even though it is an SUV. 

One of the benefits of our lift is you don't lose that driving heritage, while still gaining that much-needed clearance for off-road trails. Our goal was simple, make the car as fun to drive on road as it is off-road, and our lift does that where others don't. You still have that planted, responsive handling that you've come to expect in the Porsche, Audi and Volkswagen names. Pair that with our adjustable upper control arms and you have a fantastic platform.

SN: What advice do you have for young professionals contemplating a career in the automotive aftermarket?

BE: I think my biggest advice is to really make sure you love the industry. This career is difficult and the industry itself is a hard one. However, if you have a love for the industry, a love for the platforms, and a love for the customers, that will make even the hardest days so rewarding. For us, it really is a labor of love and passion and that is what has brought us to the point where we are today. 

Fill out a TORA-member spotlight form to highlight how you or your company are contributing to the truck and off-road specialty-equipment industry. Selected candidates are eligible to be featured on TORA's social media, SEMA News and future TORA member updates. 

By Ashley Reyes

Robert Cavanagh--senior product manager at AP Emissions Technologies LLC--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?

Robert Cavanagh: I am a huge proponent of using Excel to manipulate data. It might seem like an older tool, and sometimes it may not be the best tool for a very specific task, but it's a jack of all trades and can handle just about anything reasonably well. Its versatility is a strong point, especially as Microsoft continues to add features.

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

RC: As a catalytic converter manufacturer, we have noticed a significant trend of OEs using larger and more complex converter systems as emissions regulations become stricter. This has led to more intricate pipe routing and bending, as well as an increase in catalyst material used. There are also more sensors to integrate the emissions control systems with the ECU, becoming an active part of the system rather than a passive one.

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

RC: I always think of a quote from a past mentor when I see this question: "Don't be afraid to take action because not choosing a path forward is the wrong choice. If you don't make a decision, the decision will make you (or break you). If you need more information to make your decision, don't wait; go out and get it."

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. 

By Ashley Reyes

The SEMA Businesswomen's Network (SBN) has confirmed its 2024 Women's Leadership Forum for March 5-7 in Austin, Texas, building upon an already successful program that has helped empower and elevate women in the automotive aftermarket since the event's inception in 2021. Register for the 2024 SBN Women's Leadership Forum here.

The 2024 event, themed "EVOLVE: Advancing the Future of Women in Leadership," will help SBN members succeed by teaching them essential leadership skills through interactive education sessions, keynote speeches and engaging instruction from top-tier leadership experts.

The forum happens at a time when women have worked their way through the ranks of the professional world to represent 58.4% of the U.S. workforce. Yet, they continue to hold a vastly smaller percentage of leadership positions than men in various sectors. According to a recent study, as of 2023, only 35% of top management positions are held by women, and women represent only 10.4% of leadership positions at Fortune 500 companies*.  

Reports also show women face unique challenges in the working world as they are often held to higher standards, and many businesses don't feel "ready" to hire women for top executive positions.* These challenges, which are tackled head-on during the SBN Women's Leadership Forum, are amplified in the traditionally male-dominated automotive industry.

"The SBN forum offers a safe space for women to come together to share their experiences and celebrate their wins," said SBN Director Nicole Bradle. "In addition to fostering connections with women who understand their industry inside and out, attendees will walk away with tangible action plans to maximize their professional impact and communicate their value." 

Keynote sessions will focus on how to shift your mindset to live an intentional life and habits that hold you back from a raise. Panel discussions will delve into advancing women's leadership and include workshops to define one's individual roadmap. Past attendees have also noted their success with the program:

"The SBN Leadership Forum gave me the confidence and boost I needed to advance my career," said April Rogers of Dee Zee Inc. "There is nothing that is unattainable. SBN taught me leadership skills that were so beneficial, that not only will help me, but more importantly, help the teams that I lead!" 

"The SBN's mission is to provide opportunities for professional women in the industry to enhance their careers and positively impact the growth of the entire automotive aftermarket. This forum is the place for SBN members to come together to give each other support and advice, and take part in an invaluable experience," Bradle added.

Registration for the SBN Women's Leadership Forum is now open at sema.org/sbn-wlf.  

*Source: 25 Women In Leadership Statistics [2023]: Facts On The Gender Gap In Corporate And Political Leadership--Zippia.

By the SEMA Washington, D.C., office

SEMA has joined the United States Chamber of Commerce, the American Trucking Associations, Truckload Carriers Association and National Tank Truck Carriers this week, filing an amicus brief (friend of the court) supporting the "Western States Trucking Association and Construction Industry Air Quality Coalition, Inc. vs. United States Environmental Protection Agency" petition, which is currently pending before the D.C. Circuit Court.

The "Western States Trucking" petition to the court challenges the U.S. Environmental Protection Agency's (EPA) waiver granted to California, permitting the state to implement its Advanced Clean Trucks (ACT) Regulation, California's zero-emissions mandate for medium- and heavy-duty vehicles. SEMA's friend of the court supports the petitioners' challenge to the EPA.

The organizations and their members in this friend of the court briefing represent a wide range of businesses in the supply chain that are affected by California's imposition of new zero-emissions requirements on the trucking industry. While some SEMA members supply parts and services to the medium- and heavy-duty trucking industry, the broader membership will be significantly impacted if ACT is implemented in its current form as a result of increased shipping costs and further disruptions to supply chains, including import and export of parts and raw materials.

The brief re-emphasizes SEMA's position that government policy, in its quest to achieve lower or zero automotive emissions goals, should remain technology neutral.

The arguments laid out in the petitioners' case include the following challenges to EPA's waiver for the ACT Regulation:

• EPA's waiver exceeded legal bounds. The EPA failed to consider commenters' concerns over multiple fatal flaws in the ACT Regulation. As a result, California's decision to accelerate its in-state mandates for on-road, zero-emission medium- and heavy-duty trucks will force upheaval on the national trucking sector, with serious repercussions for the consumers, communities, and industries that rely upon it nationwide.
• California failed to adequately address the development of the infrastructure, or the procurement of raw materials needed to support battery-powered trucks on the road, as well as the upstream and downstream emissions produced by switching to battery power.  

California's standards are also inconsistent with federal requirements concerning technological feasibility and necessary lead time, resulting in unattainable goals. 

The standards also impose prohibitive costs on manufacturers and purchasers, with serious repercussions for the broader transportation industry. It also puts greater pressure on small and medium-sized businesses that cannot easily afford electric trucks and mandating equipment with operational capabilities that are insufficient to meet the needs of the nation's supply chain. 

• Because the trucking industry serves nearly all other sectors of the economy, the costs imposed by the standards will be passed on in the form of higher prices for countless goods and services.

The federal Clean Air Act (CAA) allows California to establish emission standards while requiring EPA to curtail State overreach. Under the federal CAA, states are preempted from establishing their own vehicle and engine emissions standards. 

• At that time, however, Congress granted California leeway to develop its own standards while permitting other states to adopt California's standards. However, Congress did not give California unreviewable free rein under this exception.
• The petition also notes that even the United Nations Conference on Trade and Development has warned that the drive toward battery-electric vehicles presents "challenges in ensuring that the raw materials are sustainably sourced given that their exploitation is often associated with undesirable environmental footprints, poor human rights and worker protection."

A full copy of the amicus brief can be found here.

By the SEMA Washington, D.C., office

SEMA has joined the United States Chamber of Commerce, the American Trucking Associations, Truckload Carriers Association and National Tank Truck Carriers this week, filing an amicus brief (friend of the court) supporting the "Western States Trucking Association and Construction Industry Air Quality Coalition, Inc. vs. United States Environmental Protection Agency" petition, which is currently pending before the D.C. Circuit Court.

The "Western States Trucking" petition to the court challenges the U.S. Environmental Protection Agency's (EPA) waiver granted to California, permitting the state to implement its Advanced Clean Trucks (ACT) Regulation, California's zero-emissions mandate for medium- and heavy-duty vehicles. SEMA's friend of the court supports the petitioners' challenge to the EPA.

The organizations and their members in this friend of the court briefing represent a wide range of businesses in the supply chain that are affected by California's imposition of new zero-emissions requirements on the trucking industry. While some SEMA members supply parts and services to the medium- and heavy-duty trucking industry, the broader membership will be significantly impacted if ACT is implemented in its current form as a result of increased shipping costs and further disruptions to supply chains, including import and export of parts and raw materials.

The brief re-emphasizes SEMA's position that government policy, in its quest to achieve lower or zero automotive emissions goals, should remain technology neutral.

The arguments laid out in the petitioners' case include the following challenges to EPA's waiver for the ACT Regulation:

• EPA's waiver exceeded legal bounds. The EPA failed to consider commenters' concerns over multiple fatal flaws in the ACT Regulation. As a result, California's decision to accelerate its in-state mandates for on-road, zero-emission medium- and heavy-duty trucks will force upheaval on the national trucking sector, with serious repercussions for the consumers, communities, and industries that rely upon it nationwide.
• California failed to adequately address the development of the infrastructure, or the procurement of raw materials needed to support battery-powered trucks on the road, as well as the upstream and downstream emissions produced by switching to battery power.  

California's standards are also inconsistent with federal requirements concerning technological feasibility and necessary lead time, resulting in unattainable goals. 

The standards also impose prohibitive costs on manufacturers and purchasers, with serious repercussions for the broader transportation industry. It also puts greater pressure on small and medium-sized businesses that cannot easily afford electric trucks and mandating equipment with operational capabilities that are insufficient to meet the needs of the nation's supply chain. 

• Because the trucking industry serves nearly all other sectors of the economy, the costs imposed by the standards will be passed on in the form of higher prices for countless goods and services.

The federal Clean Air Act (CAA) allows California to establish emission standards while requiring EPA to curtail State overreach. Under the federal CAA, states are preempted from establishing their own vehicle and engine emissions standards. 

• At that time, however, Congress granted California leeway to develop its own standards while permitting other states to adopt California's standards. However, Congress did not give California unreviewable free rein under this exception.
• The petition also notes that even the United Nations Conference on Trade and Development has warned that the drive toward battery-electric vehicles presents "challenges in ensuring that the raw materials are sustainably sourced given that their exploitation is often associated with undesirable environmental footprints, poor human rights and worker protection."

A full copy of the amicus brief can be found here.

By SEMA Washington, D.C., Staff

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 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 members to come to Washington, D.C., to advocate for the industry!

Mark your calendars now to join fellow SEMA members in Washington, D.C., on May 8-9, for the 2024 SEMA Washington Rally.

During the Rally, you will have the opportunity to meet face-to-face with your United States senators, representatives and key congressional aides to discuss the issues that matter most to your business and the industry.

Registration will officially open later this spring. There is never any cost to participate.

To register or for more information, contact Eric Snyder at erics@sema.org.

By SEMA Washington, D.C., Staff

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 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 members to come to Washington, D.C., to advocate for the industry!

Mark your calendars now to join fellow SEMA members in Washington, D.C., on May 8-9, for the 2024 SEMA Washington Rally.

During the Rally, you will have the opportunity to meet face-to-face with your United States senators, representatives and key congressional aides to discuss the issues that matter most to your business and the industry.

Registration will officially open later this spring. There is never any cost to participate.

To register or for more information, contact Eric Snyder at erics@sema.org.

By the SEMA Washington, D.C., office

Maine voters have overwhelmingly approved a ballot measure requiring automakers to standardize vehicle onboard diagnostic systems and make them remotely accessible to owners and independent repair shops. The initiative, which will go into effect in 2024, requires automakers producing vehicles that include a telematics system to offer an owner-authorized access platform so that owners can access their vehicle's mechanical data through a mobile app. The measure also requires vehicle manufacturers to give vehicle owners and independent repair shops the same access to diagnostic tools that they provide to their authorized dealers and service centers.

The measure, which passed with support from 84% of voters, is part of a larger national movement to ensure that consumers and independent repair shops have the right to repair their vehicles. SEMA and our coalition partners are advocating for Congress to pass H.R. 906, the "Right to Equitable and Professional Auto Industry Repair (REPAIR) Act," a bipartisan bill that would ensure automotive enthusiasts, aftermarket parts manufacturers and repair shops have access to the information and tools needed to maintain and personalize vehicles as automotive technology evolves. The U.S. House of Representatives Subcommittee on Innovation, Data, and Commerce recently passed the REPAIR Act, which is now eligible for consideration by the Energy & Commerce Committee. 

SEMA is advocating for the REPAIR Act to be expanded to ensure it protects the right to modify motor vehicles. More details can be found at sema.org/advocacy/right-to-repair. 

Click here to send a letter to your U.S. Representative asking them to support and expand the REPAIR Act to protect our right to modify vehicles. 

For more information, contact Eric Snyder at erics@sema.org or visit sema.org/advocacy/right-to-repair. 

By the SEMA Washington, D.C., office

Maine voters have overwhelmingly approved a ballot measure requiring automakers to standardize vehicle onboard diagnostic systems and make them remotely accessible to owners and independent repair shops. The initiative, which will go into effect in 2024, requires automakers producing vehicles that include a telematics system to offer an owner-authorized access platform so that owners can access their vehicle's mechanical data through a mobile app. The measure also requires vehicle manufacturers to give vehicle owners and independent repair shops the same access to diagnostic tools that they provide to their authorized dealers and service centers.

The measure, which passed with support from 84% of voters, is part of a larger national movement to ensure that consumers and independent repair shops have the right to repair their vehicles. SEMA and our coalition partners are advocating for Congress to pass H.R. 906, the "Right to Equitable and Professional Auto Industry Repair (REPAIR) Act," a bipartisan bill that would ensure automotive enthusiasts, aftermarket parts manufacturers and repair shops have access to the information and tools needed to maintain and personalize vehicles as automotive technology evolves. The U.S. House of Representatives Subcommittee on Innovation, Data, and Commerce recently passed the REPAIR Act, which is now eligible for consideration by the Energy & Commerce Committee. 

SEMA is advocating for the REPAIR Act to be expanded to ensure it protects the right to modify motor vehicles. More details can be found at sema.org/advocacy/right-to-repair. 

Click here to send a letter to your U.S. Representative asking them to support and expand the REPAIR Act to protect our right to modify vehicles. 

For more information, contact Eric Snyder at erics@sema.org or visit sema.org/advocacy/right-to-repair. 

The following message is from SEMA President and CEO Mike Spagnola:

Dear SEMA Member: 

A strong SEMA Board means wise leadership and an association that serves its members well. As a member of the Association, we are currently seeking your recommendation of industry leaders to serve on the SEMA Board of Directors. 

 The following seats are open for the 2024 election:

• Manufacturer (two open seats)
• Distributor/Retailer (two open seats)
• Service (one open seat)

Please take a moment and tell us whom you would recommend as a potential nominee for a board member position by completing and submitting a nomination form. To help the vetting process, please include brief information about the nominee's qualifications, such as background, experience and achievements that would make that nominee an outstanding board candidate.

EDITOR'S UPDATE: Nominations for the SEMA Board of Directors are now closed.

We urge you to take part in the nomination process. Our industry has many individuals who would be an asset to the Board, but we need you to help bring them to the attention of the nominating committee.

Thank you for your attention to this important request.

Sincerely,

Mike Spagnola

SEMA President and CEO