As SEMA Show attendees walk through South Hall during Show week, the creativity of the Wheel & Tire Council’s (WTC) members will be evident. In 2014, WTC will host a few main attractions for members of the segment, including a general membership meeting, a seminar and the industry awards reception. These events will ensure that members stay up to date with important developments in the council and in the industry as a whole.
WTC Member News
On July 1, two freshman members were elected to the Wheel & Tire Council (WTC) select committee. SEMA Member News interviewed Gavin Horlick of Voxx Wheel and Cheralyn Hale of Achilles Tire to learn more about their industry backgrounds and goals for their terms.
SEMA Member News: What is your history in the industry and in the council?
The partnership between SEMA and the Clemson University International Center for Automotive Research (CU-ICAR) is producing a great new resource for the wheel and tire industry. The Wheel & Tire Council (WTC) and CU-ICAR have been collaborating since 2013 on a vehicle dynamics research project studying the effects of plus-sized wheels and tires on the ’13 Ford F-150. Using advanced simulation models, researchers have been able to quantify the effects of various wheel/tire combinations on key areas of consumer priorities: routine and emergency handling, steering feel, ride comfort and various subsets of those categories.
The term “engaging the customer” has been diluted with attention, but it’s more than a buzzword or concept; it’s the most important activity in a business. The definition of engage is “to bind by a promise.” Real engagement is about commitments and obligations. Interesting that Webster’s Dictionary defines engagement as “an arrangement to go somewhere”—to go somewhere like a business, a service outlet or a place to buy products.
SEMA Member News—January/February 2014
Recognition and an Eminent Partnership
It’s that time again! The 2013 SEMA Show is nearly upon us, and you can almost hear the hustle and bustle of the South Hall beginning to rev up as exhibitors, buyers and media prepare for what is anticipated to be a fantastic Show. A few of the must-attend events for the wheel and tire segment of the specialty-equipment industry are hosted by the Wheel & Tire Council (WTC) and include a general membership meeting and a networking and awards reception. Do not miss these opportunities to get involved, influence change and better position your business.
Three years ago, SEMA teamed with Clemson University’s International Center for Automotive Research (CU-ICAR) to offer SEMA members access to product-development analysis, testing, simulation resources and engineering talent. John Waraniak, SEMA’s vice president of vehicle technology, sees this as an unprecedented opportunity for members.
“Technology is integral to both the relevance and the future of SEMA and the performance aftermarket,” he said. “To ignore its impact is a fundamental mistake. The association’s vehicle technology programs and initiatives are investments in SEMA’s collective future.”
William Blake is quoted as saying, “Execution is the chariot of genius.” Today we often quote Nike’s slogan: “Just Do It.” One of my favorite quotes goes like this, “When all was said and done, more was said than done.” These three quotes/slogans share a common thread—the idea that thoughts should lead to actions. Of course, activity is often confused with productivity.
Productivity is measured; it’s usually planned in advance with intervals that measure progress. Because my primary business is marketing and my primary involvement with SEMA is the Wheel & Tire Council (WTC), this article will discuss a few simple techniques about marketing wheels and performance tires. I’ve recently witnessed two retailers re-focus and re-target their businesses. One is a significant countrywide retailer whose primary business focus is performance tires and wheels; the other is a tire retailer that rarely sells wheels. Here’s what they did.
By Wayne Williams
I couldn’t help but notice how nicely merchandised the Starbucks Coffee Shops were this past holiday season. Again this year, my wife and I did the Christmas shopping together, and because my wife is a happier shopper when she has a Starbucks coffee in her hand, we visited a number of locations.
Leaders in the wheel and tire industry met poolside at the Renaissance Hotel for their annual reception and networking mixer during the 2012 SEMA Show in Las Vegas. The Wheel & Tire Council (WTC) Select Committee, adorned in Hawaiian shirts, greeted guests with leis and invited them to enjoy libations, hors d’oeuvres and the company of their peers.
The evening also served to honor the 2012 WTC Hall of Fame inductee. The SEMA WTC Hall of Fame was founded to honor and recognize those outstanding individuals in the wheel and tire industry whose creativity, dignity, integrity, industriousness and accomplishments on a national basis have enhanced the status of the industry while significantly contributing to its growth, progress and professionalism.