Details OEM Participation at SEMA Show
10 November 1998
Details OEM Participation, Acceptance Of Once-Hated $18 Billion Specialty Equipment Market Association (SEMA) ShowDETROIT, Nov. 9 -- Once thought of as a group of trashy products that would void your warranty and ruin your car, the Specialty Equipment Market Association (SEMA) membership has not only grown to an industry which grosses more than $18 billion annually, but has both the encouragement and participation of the nation's automakers. In a package of stories posted today, (11/9), The Car Connection,, not only details the trick products previewed at this month's "aftermarket extravaganza," the annual SEMA convention, but reports on how carmakers and SEMA suppliers are working together to rekindle America's love affair with the automobile. "America's love affair with the automobile has been dented because people can't do as much with their cars anymore," complained GM executive Bob Kern. They're not only more difficult to work on, but the trend towards soft, aerodynamic styling means today's cars look all too much alike. And it's hard to get excited when you can't tell one car from another, said Kern. But "SEMA is helping restore that love." "People love to customize their vehicles to match their personalities and their functional purposes," noted J. Mays, design director for Ford Motor Co., as he toured the annual event, which overflowed the Las Vegas Convention Center's 1.5 million square feet of floor space. The convention center's miles of aisles were filled with an array of useful, creative-and wacky products. There were wheels and wire brush guards, multi-colored tires and onboard navigation systems, air fresheners and flexible neon lighting for a rather unusual interior accent. GM alone displayed more than 30 different concept cars and while Volkswagen may not be ready to commit to producing a ragtop version of the Beetle, SEMA customizers had several versions of their own at the show. has a large selection of photos on-line from SEMA, including a customized Beetle and a life-size Tonka Truck. State and federal emissions laws have crimped the traditional high performance market. But this year's SEMA show suggests performance could be making a-legal-comeback. Chrysler Corp.'s Mopar parts division introduced a line of performance accessories that can add as much as 50 more horsepower to the Jeep Grand Cherokee and other Chrysler light trucks. And the equipment is certified even in California, which has the toughest clean air rules in the country. Carmakers are even coming to SEMA members for OE supplier needs or OE- branded accessories, but danger lurks in this trend. "Our industry has an opportunity it never had before to work directly with the manufacturers," said SEMA President Blum, but he admits the organization's members could blow this budding relationship if they aren't careful. Quality is an absolute these days. And automakers don't want to sell aftermarket parts that won't meet tough consumer expectations. "It may be someone else's part, but we're the one the customer will blame," stressed Lou Patane, Chrysler's director of motor sports operations. Other stories posted for this week on http://www.thecarconnection.com include a preview of new ultra luxury cars for Mercedes, Rolls Royce and Bentley; a look behind Audi's "comeback of the decade;" a spy photo of the "new" Chevrolet Impala; and test drive reports on the 1999 Mercury Cougar, Lincoln Continental and Toyota Avalon. This week's edition of "Headlight News" provides a complete wrap-up of consumer and industry events. The Car Connection, , is the nation's premier automotive "e-zine." Turn to it for the latest news, reviews, and often- controversial reviews. You'll find driving tips from racing instructor Bob Bondurant, helpful maintenance advice from On-Site Mechanic Bob Weber, and "spy shots" of tomorrow's hottest products Caught in the Web. The Car Connection also offers a timely car calendar and the web's most expansive automotive Yellow Pages linking to auto sites all over the world.