From the SEMA Washington, D.C., office

The Office of the U.S. Trade Representative (USTR) recently announced that it plans to discontinue 265 exclusions from tariffs on Chinese-origin products that were first assessed in 2018 and 2019 pursuant to Section 301 of the Trade Act of 1974.

Below are some of the exclusions that USTR did not renew, which may impact industry businesses: 

• Wheel speed sensors for anti-lock motor vehicle braking systems, each valued not over $12 (described in statistical reporting number 8543.70.4500).
• Artificial graphite, in powder or flake form, for manufacturing into the lithium-ion anode component of batteries (described in statistical reporting number 3801.10.5000). 
• Hydraulic valve lifters of steel with rollers, suitable for use solely or principally with spark-ignition internal combustion piston engines (other than for aircraft engines, marine propulsion engines or for vehicles of subheading 8701.20, or headings 8702, 8703 or 8704), each measuring 5 cm or more but not over 13 cm in length and 2.5 cm or more but not over 3.9 cm in diameter and weighing 135 g or more but not over 410 g (described in statistical reporting number 8409.91.9990).
• Solid valve lifters of steel, suitable for use solely or principally with spark-ignition internal combustion piston engines (other than for aircraft engines, marine propulsion engines or for vehicles of subheading 8701.20, or headings 8702, 8703 or 8704), each measuring 19 mm or more but not over 114 mm in length and 6 mm or more but not over 26 mm in diameter and weighing 20 g or more but not over 250 g (described in statistical reporting number 8409.91.9990).
• Tire carrier attachments, roof racks, fender liners, side protective attachments, the foregoing of steel (described in statistical reporting number 8708.29.5060 prior to January 27, 2022; described in statistical reporting number 8708.29.5160 effective January 27, 2022).
• Flange forgings of Society of Automotive Engineers (SAE) 1035 carbon steel (described in statistical reporting number 8708.40.7570).
• Hub forgings of SAE 1035 carbon steel (described in statistical reporting number8708.40.7570). 
• Front output shafts of SAE 1045 carbon steel suitable for use in automatic transmission systems for passenger motor vehicles (described in statistical reporting number 8708.99.6890).

Annex D contains an exhaustive list of items being removed from the exclusions list. Annex C contains all items being renewed through May 2025. You can access both lists here. 

USTR did not extend exclusions for some of the following reasons: "importers had no plans to shift sourcing out of China in 2024 (or at all)," and "commenters reported that they had taken few or no steps to shift sourcing out of China" after receiving temporary exclusions for over four years, there was availability to source products domestically or outside of China, and where commenters noted that products couldn’t be purchased cheaper from anywhere other than China.  

In addition to the exclusions that will expire on June 14, 2014 (Annex D), USTR also announced that it will extend 164 exclusions from China tariffs through May 31, 2025 (Annex C). The agency maintains that extending Annex C exclusions will "support efforts to shift sourcing out of China, or provide additional time where, despite efforts to source products from alternative sources, availability of the product outside of China remains limited."

The announcement comes on the heels of the USTR’s statutorily mandated "four-year review" of the Section 301 tariffs, which were first imposed in 2018 on a wide range of products manufactured in China. SEMA encouraged members in early 2023 to provide feedback to the agency if their business is affected by the Section 301 tariffs. 

If your business has been impacted by the Section 301 tariffs, contact Tiffany Cipoletti at tiffanyc@sema.org. 

By SEMA News Editors

Come Showtime this year, the Las Vegas Convention Center will be filled with the latest products, innovations, technology, displays and services from specialty-equipment market brands during the SEMA Show, November 5-8, Las Vegas. Exhibitors can now maximize their impact on the Show floor by entering their products, packaging and merchandising displays into the SEMA Show New Product Showcase, the top destination for media members, buyers, decision-makers and automotive professionals to source the hottest products from the Show floor in one convenient location.

Submissions for the 2024 SEMA Show New Product Showcase are now open online at SEMAshow.com/newproducts. Show organizers recommend reading the complete rules and regulations online here.

Entering the SEMA Show New Product Showcase is a no-brainer: the first entry is always free of charge and can help build brand awareness, boost booth traffic and generate quality sales leads. And if you're looking to expand to markets beyond the United States, the SEMA Show provides a platform to launch products in 140 represented countries and territories, a reach that is amplified in the New Product Showcase.

In addition, each product entry will have a dedicated QR code to help attendees learn more details and find the exhibitors' booth number, serving as a lead generation tool for participating exhibitors. The SEMA Show team also professionally photographs every product entry and highlights it in several promotions, including SEMA News, the official SEMA Show mobile app and the New Products Showcase gallery on SEMAShow.com. The gallery is promoted throughout the year as a resource for buyers and media to find the latest innovations even after Showtime. 

All entries are considered and eligible for a New Products Showcase award, providing even more brand exposure and recognition. Enter your company's products at SEMAshow.com/newproducts today!

Exhibitors: Learn key dates and find applications and submissions, such as the SEMA Show New Product Showcase, in this year's updated Exhibitor Service Manual. The entire Exhibitor Service Manual is the official exhibitor's handbook for success, in addition to the relationships they form with their SEMA sales representative, the SEMA media team and the SEMA Show department. 

Still have questions? No problem! Contact your SEMA Show sales representative at sales@sema.org, 909-396-0289 or semashow.com/contact. Still need booth space for the 2024 SEMA Show? Get started at SEMAShow.com/buyabooth.

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

By SEMA News Editors

'25 Cadillac Escalade V Features IQ-Themed Upgrades

SEMA News sources recently spotted an undisguised '25 Cadillac Escalade V near the Milford Proving Grounds.

The Escalade V is receiving an upgrade aligning with the IQ-themed Cadillacs, according to insiders. At the front, the images indicate a blend of the IQ-themed front fascia with the traditional ICE Escalade's design, featuring its signature grille.

Power will still be derived from a supercharged 6.2L V8, which currently makes 682 hp. That's sent to all four wheels through a 10-speed automatic.

An official debut is expected in the next month or so.

New '25 Ford Maverick XL Images Hint at Revisions for New Model Year

New images of the '25 Ford Maverick in its base XL trim have emerged providing hints at possible revisions for the new model year.

The prototype was painted in the brand-new Eruption Green color, hinting at new available colors for the '25 model year.

The base Maverick features modest steel wheels and is clearly marked as an XL trim, thanks to its uncovered fender vent. New headlights adorn the front end, while retaining some F-150-inspired shape, but feature a traditional halogen lighting instead of the LED signature. The grille design looks similar to previous Maverick models, though the finish might be slightly less upscale, according to the images.

The '25 Ford Maverick is expected to retain its two powertrain options: a 2.5L hybrid delivering 191 hp with a CVT, and a 2.0L EcoBoost turbocharged engine producing 250 hp with an eight-speed automatic transmission.

Insiders say to expect an official debut in the coming months, if not weeks.

By SEMA News Editors

Hedman Performance Group Relocates Hedman Husler Hedders Operations to California

Hedman Performance Group, a manufacturer of off-road and performance header applications, is relocating its Alpharetta, Georgia, Hedman Husler race header operations to the company's global headquarters and manufacturing facility in Whittier, California.

The consolidation aims to improve production efficiency for the Husler Hedders brand, the company said in a statement. Husler-branded products can still be ordered as normal through June 30, 2024.

For more information, visit hedman.com.

Joel Ayres Retires as Executive Director of AACF

Joel Ayres, the first-ever executive director of the Automotive Aftermarket Charitable Foundation (AACF) has retired, effective April 30.

Retiring after more than nine years of service, Ayres successfully led new initiatives like the Awareness Partner Program, with partner companies doubling in number during his time. 

He also served on the SEMA Board of Directors for many years and helped lead the SEMA Cares program, overseeing its charitable initiatives. Additionally, he chaired the SEMA Memorial Scholarship Committee, further solidifying his commitment to supporting the next generation of industry leaders.

"I was honored to have been chosen as the first Executive Director of AACF. I was blessed with a fantastic Board of Trustees to work with these past nine-plus years."  He added, "I am proud of the work we were able to accomplish, and I love the mission of the Foundation. Outside of the limelight, we help many individuals and families through kindness and support. I will be forever grateful for the opportunity to serve and help my brothers and sisters in the Automotive Aftermarket."

For more information, visit aftermarketcharity.org.

Michelin Appoints New North American President & CEO

Michelin has named Matthew Cabe as president and CEO of Michelin North America, effective October 1, 2024. He succeeds Alexis Garcin, whose next position within Michelin will be announced at a later date. 

Cabe will be responsible for all key customer-facing functions of Michelin North America, including sales and marketing, services and solutions, quality and supply-chain units along with other corporate and business functions. He also joins the board of the U.S. Tire Manufacturers Association (USTMA).

Since 2021, Cabe has served as senior vice president of the Michelin Group's automotive regional brands business line based in Budapest, Hungary. From 2017 to 2021 he served in a number of marketing leadership positions for the North American passenger car and light truck business.

For more information, visit michelinman.com.

P1 Groupe Acquires Operation of RacingEdge

P1 Groupe, a provider of various motorsports and vehicle services, has acquired RacingEdge and has taken over operations of its vehicle classifieds service.

The companies previously partnered during the launch of RacingEdge, according to the statement announcing the acquisition.

"P1 Groupe was one of the first in the industry to jump on board with RacingEdge.com to market the inventory of racecars we had available," said P1 Groupe President Eric Burch. "Getting more hands-on with the business itself is just a natural next step for us, and we're excited to push RacingEdge.com to new heights."

For more information, visit racingedge.com.

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

By Ashley Reyes

SEMA Education is launching "Powering Tomorrow: Unveiling the Future of Electric Vehicle Charging Infrastructure, Presented by SkillFusion," a new three-part webinar series that addresses the state and opportunities of the electric vehicle service equipment (EVSE) industry.

SkillFusion, an organization dedicated to solving electric vehicle (EV) charger infrastructure downtime, focuses on enhancing the EV-owner experience by increasing the number of certified labor technicians needed to maintain and repair EVSE technology. The first webinar, "The State of the EVSE Industry," will take place on June 25 at 10:00 a.m. PDT and provide attendees with a comprehensive overview of the EVSE landscape.

Presented by Rue Phillips, SkillFusion co-founder and president, and Mark LaNeve, chairman of Franchise Equity Partners (FEP), the session will help participants understand key EVSE trends, challenges and opportunities.

Topics covered include:

• Industry Challenges: Learn about challenges faced by the EVSE sector, such as scalability and interoperability issues.
• Market Dynamics: Discover current market trends and dynamics shaping the EVSE industry landscape.
• Regulatory Landscape: Gain an understanding of the regulatory framework influencing the EVSE industry and its implications.
• Technological Advancements: Explore the latest hardware and software innovations in EVSE.

As the number of electric vehicles on the roads grows, charger reliability and uptime will play a significant role in owner experience. This webinar is your chance to stay ahead in the EVSE industry and engage directly with EVSE experts.

Register here.

By Ashley Reyes

The SEMA Professional Restylers Organization (PRO) has named Chris Ierardi, national sales manager at Eastman Performance Films, as the council's newest spotlight volunteer. Get to know Ierardi in his interview with SEMA News below. 

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

Chris Ierardi: Honestly, by accident. I found myself working for LLumar right out of college in 2010 without any knowledge of the film or restyler industry. I can't say that it was my passion back then, but this industry is so unique and keeps me very engaged. No day or week is the same, and the industry is always changing and evolving. Supporting the growth of the restyler channel has always been a focus of ours as a company and for me as an individual. 

SN: Why did you decide to volunteer for PRO?  

CI: My manager was a volunteer on the PRO select committee for the previous six years and invited me to the awards ceremony and reception as his guest a few times. It was great to meet so many restylers and learn more about what PRO is involved in; I couldn't help myself but to apply. Joining the select committee has allowed me the opportunity to learn so much more about the restylers and the other manufacturers that support them. The networking within the group has been incredible, I will have lifelong friends as a result of joining the committee. 

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

CI: I would first ask them, "Are you crazy?" I would also suggest that they be very flexible and dynamic before pursuing. If that is a struggle point for that individual, I would suggest going elsewhere. 

SN: What is your dream vehicle?  

CI: Any year of the Acura NSX, I have loved that car ever since Pulp Fiction. I live in Denver, Colorado, but I would prefer to drive this vehicle down the Pacific coastline. 

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

CI: Work hard, stay humble. 

SN: What keeps you in the industry?  

CI: The fact that no week is the same and that the industry is constantly evolving, and customers are always demanding more. A few years ago, the demand from customers was a higher-IR-blocking window film, but recently the latest demand has been colored PPF. As a manufacturer, we are always working on developing new products but also ways to improve our service offering to our customers. 

SN: Where can you be found on a Saturday?  

CI: I have two young daughters so likely at a dance studio, swimming pool or golf course. Even though I am not the player that I used to be, you can still find me playing men’s league ice hockey on weekend evenings. 

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

Voting for the SEMA Board of Directors closes tonight, June 11, at 11:59 p.m. PDT. Don't miss your chance!

The following message is from SEMA Chairman of the Board Kyle Fickler:

As the SEMA Chairman of the Board, it is an honor and a privilege to serve YOU, the members of SEMA. Our industry's future direction depends on your participation during this Board of Directors election.

We realize your time is valuable, but we ask that you take a few minutes to read the candidates' bios at sema.org/2024-bod-candidates. This is your opportunity to have a voice and choose who will represent your company's best interests.

You should have recently received your election ballot for the 2024 SEMA Board of Directors. We urge you to open this email to cast your vote. If you have not received your ballot, request your voter log in via this link.

Thank you for your time and consideration. Together we will work to maintain our right to modify and enjoy our vehicles as we grow our already strong industry!

Sincerely,

Kyle Fickler
SEMA Chairman of the Board
Director of Business Development, ProCharger

By Ashley Reyes

The SEMA Future Leaders Network (FLN) is hosting an online General Membership Meeting on Thursday, June 13, at 10:00 a.m. PDT/1:00 p.m. EDT.

Open to aftermarket professionals aged 39 and under, the meeting will be the ideal time to hear about FLN's current priorities for members, which include networking events and resources for career advancement. Attendees will connect with the select committee, discover volunteer opportunities, and walk away with new ideas to grow their professional network.

FLN membership is open to all SEMA business member employees aged 39 and under at no cost. The current membership roster represents some of the top technology, marketing and sales, operations, and executive minds in the automotive industry, and attending the meeting is a great way for current and prospective members to connect with up-and-coming like-minded individuals.

Register here.

By SEMA News Editors

The 2024 SEMA Show is already gearing up to once again serve as the industry homecoming in the Las Vegas Convention Center, November 5-8. Exhibitors are strategizing their booth plans (read SEMA News' recent Racing & Performance preview and Hot Rod Alley/Restoration Marketplace preview), and this year's Exhibitor Service Manual is packed with new valuable resources and deadlines. The entire Exhibitor Service Manual is the official exhibitor's handbook for success, in addition to the relationships they form with their SEMA sales representative, the SEMA media team and the SEMA Show department. 

Below is a preview of the useful resources to get exhibitors on the road to a successful SEMA Show.

1. New Product Showcase

Submit products to the New Product Showcase--the top destination for buyers and media at the SEMA Show--to build brand awareness and generate leads. The first product entry is free for exhibitors; find more information on submitting a product, packaging or merchandising display here and complete an application for a new or featured product here. 

2. Feature Vehicles

Learn more about the rules, regulations and requirements for displaying a vehicle on the SEMA Show floor outside of a booth. Click here to read up on the Feature Vehicle guidelines or submit an application. 

3. Budget Checklist

This is an essential tool for all participating exhibitors, but especially first-timers. Calculate all confirmed and projected fees for everything from booth space; exhibit design and building; electrical; freight and material handling and related services; plus marketing and staff expenses.

4. Deadlines List

Discover key dates for exhibitors, including deadlines and rate increases.

5. Contact List

Contact the Show organizers to help you succeed with categories like booth vehicles, feature vehicles, banquet tickets, the New Product Showcase, meeting rooms and more.

6. Parking Information

This is especially helpful for exhibitors with trailers; discover where you can park leading up to and during the event.

7. Freeman Booth Services

This section addresses booth needs like power, carpet, fixtures, freight, A/V and computer rentals, cleaning, signs and graphics, and more.

8. Approved Vendors for Booth Services

Access the approved vendors for lead retrieval, catering, insurance, vehicle detailing, tent and canopy rental, internet and telephone, photography, and more.

9. Marketing, Advertising & Sponsorships

This section provides successful marketing opportunities at the SEMA Show like advertising, press conferences, products for project-vehicle builders, PR opportunities, sponsorships, celebrity appearances and directory upgrades. In addition, the application for the New Product Showcase appears here.

10. Exhibitor Rules and Regulations

Discover essential information, including applications, fees, payments, safety requirements and more.

11. SEMA Exhibitor Summit (Complimentary event July 24-25)

Those who want to exhibit like professionals and go beyond the Exhibitor Service Manual should attend this year's SEMA Exhibitor Summit, which will feature new-for-2024, relevant, business-boosting information. Open to all current exhibitors, SEMA will cover hotel costs for up to two members of each exhibiting company and offer information on how to:

• Take advantage of SEMA value-added programs.
• Use proven strategies to attract professionals, media members, decision-makers and buyers to your booth.
• Save money and resources on necessary Show costs like material handling, electrical and related expenses.
• Work one-on-one with SEMA Show experts to maximize your ROI.
• Learn to plan and budget for your entire team to attend.
• Explore promotional opportunities to attract more exposure through complimentary and paid sponsorships and programs.
• Maximize your SEMA Show booth experience.

Don't delay; secure your spots for this year's SEMA Show Exhibitor Summit, July 24-25, Las Vegas, West Hall of the Las Vegas Convention Center. Learn more at semashow.com/exhibitor-summit. 

Still have questions? No problem! Contact your SEMA Show sales representative at sales@sema.org, +1 909-396-0289 or semashow.com/contact. Still need booth space for the 2024 SEMA Show? Get started at SEMAShow.com/buyabooth.

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

By SEMA News Editors

Mopar Reveals Limited-Production '24 Jeep Gladiator

Mopar is continuing its annual, limited-production, factory-vehicle customization program with a special-edition '24 Jeep Gladiator.

Limited to 250 units and built on the Rubicon trim, the Mopar '24 Gladiator features a black clear-coat exterior with topographical Rubicon trail graphics on the hood, bed sides and tailgate. The exterior graphics are accented with a red tracer and highlighted with the Jeep Performance Parts (JPP) logo on the hood and bed sides.  

Inside the cabin, custom two-tone Katzkin leather seats carry black and red surfaces with embossed Mopar logos in front. A matching red center console armrest and seat bolsters provide additional color contrast along with red accent stitching on the steering wheel, seats and instrument panel. A custom serialized Mopar '24 badge sits on the leading panel of the center console, just behind the shifter.     

Additional exterior content highlights include: 

• Mopar heavy-duty rock rails with step assist  
• Triple-hoop grille guard 
• Three-piece, body-color hardtop  
• Tri-fold hard tonneau cover  
• Spray-on bedliner 
• Front and rear grab handles
• Custom Mopar badge on tailgate 

Additional interior highlights include: 

• Mopar head liner 
• Black sill trim 
• All-weather floor mats 

The Mopar '24 Gladiator rides on standard 17-in. aluminum wheels with painted black pockets and mounted with Falken all-terrain tires. Power is delivered via a 285hp 3.6L Pentastar V6.   

For more information, visit mopar.com.

RealTruck Launches Eight-Figure Marketing Campaign

RealTruck, the Ann Arbor, Michigan-based aftermarket product manufacturer and retailer, has launched a multi-faceted, eight-figure marketing campaign.

Called "Bring Your Truck to Life," the program celebrates life's adventures through the lens of truck and off-road vehicle owners, featuring DIYers, families and mountain bikers who use their vehicles to pursue their interests.

"The 'Bring Your Truck to Life' campaign represents a milestone in RealTruck's evolution as a brand and business. It demonstrates our passion for building high-quality aftermarket accessories for truck, Jeep and Bronco owners around the globe," said Tony Ambroza, chief growth officer at RealTruck. "Every element in this campaign is designed to inspire enthusiasts and invite newcomers to customize their vehicles with RealTruck products in pursuit of life's adventures on four wheels." 

Developed in partnership with Croud, a full-service digital agency, the campaign will be featured on social-media platforms, YouTube, television, the RealTruck website and more. It also includes exposure across retail stores and will utilize real-life custom content from social-media influencers.

Additionally, the company will be working on multiple charity truck builds, culminating at the SEMA Show, November 5-8, 2024, in Las Vegas.

For more information, visit realtruck.com.

SAE International Partners with Pearson VUE to Deliver EV Supply Equipment Technician Certification

SAE International has selected Pearson VUE to deliver its new Electric Vehicle Supply Equipment (EVSE) Technician Certification.

The partnership aims to address the shortage of qualified EV technicians to support the growing EV infrastructure in the US and around the world.

SAE developed the SAE EVSE Technician Certification to establish and verify skills and knowledge necessary for technicians to maintain, repair and operate EV charging stations. SAE EVSE Technician Certification will be granted to technicians who have fulfilled specific eligibility requirements and successfully passed the exam.

For more information, visit pearsonvue.com/sae.