By Paul Wein
SEMA, short for Specialty Equipment Marketing Association, is a 43-year-old trade organization comprised of over 6,000 companies that sell everything that your car doesn't need, but everything its driver wants. From parts to make the engine faster, to items that make one's car physically unique - SEMA's members provide parts and accessories that comprise a fast-growing, $32 billion a year industry - with its biggest customers between the ages of 16 and 24 - the largest consumer bubble in the history of the business.
"This is a generation driven on personalization," said SEMA's Vice President of Marketing and Communications, Peter MacGillivray. "From their coffee at Starbucks to the ringtone on their cell phone, everything people in this demographic have is personalized, and their cars are no different." More than 10,000 car buffs attended the event and saw over 300 vehicles on display, as well as over 100 vendors selling the latest items to personalize their vehicles. Despite the different locales and distance between the attendees, they have one thing in common, according to MacGillivray. "Each person who came to the event sees their car not as an appliance, but a reflection of themselves."
SEMA's foundation in motorsports began when servicemen who returned from World War II that had experience working on air force jets decided to focus their expertise on fixing cars. Over the years, they attracted more and more car enthusiasts and small to mid-size companies who joined the organization because of their love for fixing and accessorizing cars. This attraction still holds true today, according to MacGillivray, who says that many attendees to each year's event will eventually turn their passion into their career, either by joining an existing company, or starting their own. "Once people are bitten by the bug of motorsports, it becomes a lifestyle," he said.
In addition to selling parts and accessories and hosting auto shows throughout the country, SEMA and its members also serve as a legislative arm in Washington, lobbying against what they call "unreasonable" legislation that will impact their hobby, such as illegal car accessories such as neon lights. In addition, they hold seminars and workshops with high level company leaders so car buffs can discuss the latest products, and offer tips on what they would like to see made available to them. "Those who attended the show and talked with these experts now have the latest knowledge of the industry and are definitely on the cutting edge," said MacGillivray.
At the show, there were a wide variety of "best of" categories for those who entered their vehicles, which included the new "People's Choice Award" which was voted on by the attendees. In addition to the trophy and cash awarded to each of the winners, MacGillivray said that the best prize of all is not inanimate, but priceless. "Each of the winners get the bragging rights until the next show."
Comments about this story? PWein@liherald.com or (516) 569-4000 ext. 204.
