The State Of The Auto Aftermarket 2006 Showcased By SEMA, Sponsored By American Honda

By Jim Bennett, Al Russo and Harley Kulkin  

November 2, 2005    Las Vegas

SEMA, the Specialty Equipment Market Association represents 6,466 member companies generating $31 billion in revenues. The mega event opened today with more than 2,000 manufacturers in more than one million square feet of display space or about the size of the Consumer Electronics Show.  This event takes place amid a backdrop of Detroit (GM and Ford) manufacturers fighting an increasingly difficult battle to attract customers without giving away huge incentives. They must also retain market share, find much need  profits and win back customer loyalty through distinctive, well timed  products and SEMA is a great idea marketplace for all attendees. 

HONDA ROCKS WITH THE NEW Si

American Hondas John Mendel, Senior Vice President said "Were thrilled at the opportunity to play a larger part in the 2005 SEMA show as the Vehicle Manufacturer with the 2006 Civic as Vehicle of the Show."  "The performance aftermarket has played a big part in the image of Honda with younger buyers and performance enthusiasts."  Mr. Mendel was obviously pleased that Honda has become the first import manufacturer to become Vehicle Manufacturer Of The SEMA 2005 Show and officially launched a performance enhanced new eighth generation Civic in the form of a striking white pearl  Sport Concept Civic Si  with large Brembo brakes, carbon fiber accents and well laid out interior.

At least 19 other Civic Si show cars modified by knowledgeable U. S. based sports compact builders were on display throughout the show illustrating the model is a perfect platform for personalization that is so important to the import tuner market.  These rolling showcases for aftermarket products are show and go machines that not only stress style but overall performance in the critical handling and braking areas needed quick accelerating machines.    

The Civic is arguably where the U.S. import tuning/personalization trend really began.  Some have compared its importance and affordability with the 1960s Mustang.  However, the Civics have quickly evolved from street racing, customization, drag racing, import car shows, the hot new drifting scene and complete life style events with a heavy dose of unbelievable amounts of mobile consumer electronics devoted fans. This is logical since Honda has always been an affordable, aggressive and pragmatic engineering based organization.  Inspired by its founder and evolving with changing times has introduced  well engineered, popular mainstream vehicles that seem to run forever like Toyotas, with high fuel mileage, high performance including cutting edge state-of the-art fuel cell vehicles. 

YAHOO AT SEMA

Yahoo not only sponsored a very well equipped and functioning media center, it made it possible for two world-class racing teams to compete in the Yahoo Autos Custom Challenge, sanctioned by NOPI, a nationwide import racing association.  This two-part challenge started in a special "build off area" where two teams created two hot looking and fast Mitsubishi EVO VIIIs that were dyno tested for peak horsepower and judged.  Secondly, the famous Las Vegas Strip hosted a 1/8 mile drag race after 2 a. m. where the fastest team car received the Challenge Cup and $5000.

DO YOU YARI?

The answer is Toyota does "Yari" very well in Japan and Europe.  In America, you will not only become familiar with this different brand name but with these practical sub compact cars. They will be available in three and four door versions and the company plans to sell 70,000 units in the first year.  The three door, 1.5 liter in-line four cylinder engine has a base price under $13,000 and achieves fuel efficiency of 34 mpg city/40 highway.  A four door upscale vehicle will be unveiled at the 2006 LA Auto Show in January.  Toyota may be ahead of the demand curve again with Yari as fuel prices will most likely remain volatile but still trending upward in the foreseeable future.  Toyota may be hedging its beats as the Yari platform is capable of supporting several similar vehicles on existing production lines according to knowledgeable Japanese sources.

The car based mini-SUV market segment was created in the mid- 90s and continues to rapidly grow. The original RAV significantly helped grow the market segment and Toyota benefited. Toyota now introduces the larger third generation RAV4 with more power and space.  About 20% more interior room is gained with an estimated 24mpg city and 29 mpg highway.  Pricing was indicated to be in line with current offerings.  Both the RAV4 and Yari should offer highly desirable products for people for better fuel economy and functionality.

FORD USES TECH, HIPNESS AND DYNO POWER FOR ITS SEMA APPEAL

At a packed press event, Ford covered all the bases that certainly drew a large crowd.  Starting with a decked out Ford F-150 with tech goodies, I thought the original Comdex tech show resurfaced at SEMA 2005.  Microsoft and Michigan based Stargate created a wireless Windows based laptop computer that performs data processing, accesses inventory records, processes credit cards, produces and print invoices.  It even does email and will have satellite communication capability starting with the systems launch in 2006.  In two words:  Techie and Practical

In the lifestyle department, Funkmaster Flex, car enthusiast and hip-hop DJ fell in love with the Ford Fusion at an early preview.  Working the crowd with his rap and vision of the tuners Fusion, he shared some ideas on how the personalized dropped red four door sedan and three spoke wheeled car was developed.  The use of mini video cameras instead of mirrors was a nice feature.

The "red meat" of the press conference was provided by a yellow supercharged Mustang tethered to a polished aluminum dynamometer. The setup was complete with drag race Christmas tree starting lights and big screen performance read outs behind the car showing RPM, ET and quarter mile speeds.  Legendary John Force had his racer daughter ran the car HARD down the imaginary drag strip several times for all to see and experience.         

SONY, SUPER CARS, PRO WRESTLING, BIG DOLLARS AND MILITARY QUES

Rushing to the Sony conference, I noticed a jet black, 1968 Dodge Charger being pampered by former pro-wrestler Bill Goldberg while hyping a bright red 1969 Camaro being featured on center stage.  Both were fine looking cars and all vehicles in the jam packed display area sported a cornucopia of Sony Xplod gear that could rival all their sound gear in the equally fabulous CES 2006 event starting here in about two months.

As well healed baby boomers and passionate collectors look for new interesting places to "park" their money, the Baldwin/Motion iteration of the 1969 Camaro sparked my closer inspection of the impeccable bodywork and paint.  The old-meets-new SuperCoupe is powered by a 700 hp engine with all new drive train and suspension.  Sights and sounds are showcased in the latest and best Sony technology with the XAV-A1 in-dash A/V center.  Sounds are developed by three XM-SD22X two channel amplifiers and one XM-SD61X subwoofer.  The $427,000 price tag may be a bit stiff for the gathered media crowd but for the right person, the first numbers "427" are a perfect match for the original engines cubic inch displacement and that has got to be worth something!

Over looking the entire display is a military inspired H2 Hummer that looks as if it could tip the scales at over 10,000 pounds. Sony is taking no prisoners with this H2 thats protected with an exoskeleton.  Its interior takes cues from WWII bombers and special triangle designs resemble parts of a stealth bomber. Sight and sound emanate from a 21 inch LCD television and six video screens coupled with numerous speakers strategically placed in secret locations.     

GM AND DODGE AWARDED THE "MOST ACCESSORY FRIENDLY VEHICLES"

The Chevrolet HHR won the Most Accessory Friendly SUV award by providing early access to its new vehicles that judges found their design and engineering lends itself to customer personalization.  Dodge won twice with the popular Dodge Charger car and the super sized Dodge Ram Mega Cab truck.  All manufacturers participating in the program acknowledged SEMA is having a positive impact on the design and marketing of future vehicles.  Just walking through the many vehicle display areas its amazing to see such a wide range of creativity produced in such high quality.  Manufacturers cant help being inspired by these custom designs to develop their own products.

SIZE MATTERS ---IN "FASHION TIRE" TRENDS

Huge tires have been common place with big trucks, SUVs, rock crawlers and multi-purpose off road vehicles.  Some friends have Hummer H1s equipped with 40  and 42 inch off road "swamper" tires and go just about anywhere they want off road. Looks coupled with purposeful equipment  are the general rules with serious and responsible drivers.  Off road prowess is improved by 2 inch body lifts, up to 42 inch tires, custom suspensions and real world knowledge make it possible to safely exceed Hummers normal capabilities of fording 30 inches of water, traversing more than 40% side-slopes and achieving greater than 60% grade-climbing even in heavily modified Hummers with expert guides and drivers.  

On the other hand, urban and road going vehicles are commonly equipped from the manufacturer with 15, 16, 17 and even 18 inch diameter wheels and tires today.  Larger sizes are called "plus sizing" in the trade.  The SEMA 2004 show marked the emergence of 28 inch rims and accompanying tires in a variety of cars and commanded a premium price. 

In 2005, it seemed "super plus sizing" was very cool especially with the DUB vehicles which has created an entire lifestyle started by 20 inch or larger tires and wheels.  Looks and fashion are important to customers and create large revenue streams for retailers and lifestyle trendsetters.  However, engineers and tire experts agree retailers need to take extra care in selling wheel and tire combinations that exceed manufacturer guidelines because safety and unsafe driving situations will emerge with braking handling, stability and overall performance.  Remember, its not cool to wreck your ride, end up in the hospital or worst.        

DRIFTING NIGHT MOVES

One of the most significant new trends hitting the American automotive scene is Drifting.  When I briefly saw mountain drifting in rural Japan over ten years ago, I thought they were practicing a new form of international road rally competition.  The drivers were traveling quickly but controlled and safe while having a good time while looking rather smart.  What a difference a decade makes. 

Now, I equate Drifting with a high level of car control developed through dedicated practice and focus that pleases crowds of interested observers around the nation with their skilled driving and friendly sportsmanship.  The performances are visually exciting with billowing tire smoke, car to car interaction but not the combat lethal speeds of other auto racing. Crowds get highly excited and consistently cheer drivers as they pass before them in relatively close proximity that I believe helps create a more personal experience.

In its second year at SEMA, with day and night events, the night drifting  demonstration is special for many show attendees.  Highlighted by floodlights, massive amounts of tire smoke, cars appearing to dart in and out of various levels of darkness, the night moves event seems to be even more dramatic and primal.  The exhaust and tire noise is more focused since everything near the course is quiet.  Couples seem to enjoy this more personal demonstration as well.  Thus drifting continues to gain new fans but is still hard to define. Many like it and keep coming back.        

Since Ive seen these demonstrations periodically at varied venues, two comparisons keep coming to mind.  First,  Drifting seems like "Performance Automotive Ballet" appealing to a hip crowd of young and more seasoned/reasoned people.  It looks and sounds aggressive and noisy but mostly under control and reasonably precise. Spins do happen  but do not seem overly dangerous because of the trained/screened drivers are being propelled at reasonable speeds.  Secondly, at the other end of the speed and precision spectrum are the amazing aviation demonstrations performed by the elite but accessible Thunderbird and Blue Angel precision flight teams.  Flying at 450 miles per hour, four aircraft average a distance of three feet apart with aviation demonstration smoke. Other maneuvers allow an 18 inch separation and speeds approaching Mach 1.  "Aerial ballet" is appropriate here but with a much higher danger zone safely performed closer to other aircraft and much lower to the ground.  In my mind, both endeavors share a sense of commitment, personal development, team work and a continuing quest for continuous improvement that resonates with their audiences throughout the world.

Hope to see you at one of the next drifting events while I continue to work on my drifting definitions as the sport continues to rapidly evolve.