The annual SEMA show is attracting a new crowd — automakers who are interested in collaborating and partnering with members of the specialty-equipment industry to identify new trends and products. In fact, automakers are even exhibiting at the show, which is being held Oct. 30 - Nov. 2 in Las Vegas. According to the show's sponsors, 14 automakers are planning to put up displays, and many of them will make major announcements and debut new vehicles for the first time during the week. The SEMA show, which is open only to qualified trade professionals, has become a must-attend event for the world's automakers. Unlike any other event in the auto show circuit, the show is unique because it is truly a trade-only event catering to key decision makers, designers, media and businesses that form a powerful grassroots voice in the automotive industry. "As the premier automotive accessories trade event in the world, the SEMA show creates many opportunities for automakers," says Carl Sheffer, vice president of OEM relations. "The SEMA show is a vital component of their marketing plan and is an effective way to reach a powerful audience." Among those exhibiting at the 2007 SEMA Show is Toyota Motor Sales, Inc. Toyota began exhibiting at the SEMA Show in 1998; however, this year marks the first time the automaker will be featured as the vehicle manufacturer of the show. "It's great to have Toyota as a first time vehicle manufacturer of the show. It reinforces the importance and positive working relationship that exists between themselves and the SEMA industry," Sheffer says. Joining Toyota Motor Sales, Inc. at the SEMA Show are Ford Motor Company; General Motors Corporation; Hyundai Motor America; American Honda; Kia Motors America, Inc.; Lexus; Mazda North America Operations; Chrysler; Nissan North America; Scion; Subaru of America, Inc.; Suzuki; and Volkswagen. The 14 automakers will have a total of more than 30 nameplates represented at the event. In addition to these exhibits, automakers support the SEMA Show through a number of programs. SEMA's project vehicle program is an example of original equipment manufacturers (OEMs) and exhibiting member-companies working together to attract buyers, media and eventually consumers. The program begins with OEM brand teams providing stock vehicles to SEMA member companies. The SEMA members equip the stock vehicles with those accessories that best suit the vehicle's lifestyle, adventure or general use applications. For participating automakers, the modified vehicles illustrate design versatility and utility while adding flair and performance not available from the stock equipment catalogue. The technology transfer program affords SEMA members confidential technical data from OEM partners well in advance of public announcement. Body specifications, project vehicle access and the free-flow of vital new model data now enables SEMA members to imagine, design and build parts and accessories in-sync with projected new vehicle market launches. Tech transfer specialists will be at the SEMA show demonstrating how the process — including confidential cad-cam data transfer — allows member-companies to access automaker information and participate in a critical business-to-business dialogue with potentially significant customers. Association members who participate in programs such as the technology transfer, tech talks, and measuring sessions are then allowed the opportunity to judge the SEMA vehicle design awards, presented annually at the SEMA show in Las Vegas. Winners join a prestigious list of past recipients, have the opportunity to display winning vehicles in future SEMA shows, major auto shows and often see their work featured in automotive publications. Press conferences and sponsored media events make up a significant part of automaker activity at the SEMA show, where manufacturers seek access to a global media pool ranging from key industry communicators to the latest lifestyle broadcast programs. The launch of new models and technologies continues throughout show week and further attests to the growing importance the OEM community lends the show and the media attention it garners. OEM executives, engineers and designers consider the SEMA show critical to their understanding of the overall industry and trends likely to influence the sale of particular vehicle types or specific segment growth. |
