A Panel of Experts Weighs in on Breaking the Stigma and Embracing Vehicle Electrification

They’re more reliable, cleaner, and they pack a punch. So why all the hesitancy surrounding electric vehicles (EVs)? Misconceptions regarding range, V8 growl nostalgia and battery weight are three reasons, according to an expert panel who addressed the topic at last year’s SEMA Show.

The SEMA Show education session entitled “Future-Proofing Classic and Collector Cars” delved deeply into this concept. Moderated by Larry Edsall of Classiccars.com, the panel featured Michael Bream, chief executive of EV West; Marc Davis, CEO of Moment Motor Co.; Craig Jackson, CEO of Barrett-Jackson (booth #21427); Kirk Miller, vice president of AEM Performance Electronics; Dave Pericak, director of Ford Future Electric Vehicles; and Adam Roe, CEO of Zero Labs Automotive. 

Here’s what the experts had to say last year, edited for length and clarity.

Edsall: Why can’t we just assume that we can drive our petroleum cars forever? Why are you convinced that we have to convert to electric?

Roe: Two reasons. One is reliability. The classics are hard to support. They break down a lot. For some people here, that’s the fun part. But for most people, it’s not fun. If you look at EPA data before there were measured emissions, these cars are 4,000 to 5,000 times worse in many cases than new cars. 

Bream: There’s a safety aspect as well. The drivability is much improved when you’re adding power steering, power brakes, modern systems and climate control. We’re all up here because we love classic cars, and an electric modification gives them longevity.

Miller: The ability to do an EV conversion without molesting that valuable classic car is impressive. You can look at a lot of the classic cars that these guys here have built. They’ve done an amazing job of preserving the shell, and they’ve made it so that the internal-combustion engine (ICE) components can be preserved, so if at some point they want to revert back to ICE, the opportunity is there.

Davis: If you’re hacking these cars up and making them different than they used to be, you lose the aftermarket. You lose the ability to continue to enhance and build the car for the future. There are a lot of reasons we do this. Yes, ecologically, but we love classic cars and that classic driving experience. The connection we have with these cars is visceral. We can maintain all of that and the love and joy we get while driving these cars by essentially replacing what gets them down the road.

Miller: You can talk about a Volkswagen bus that has 35 hp, which is frightening to get on the freeway. Now you put a 120hp electric motor in it, and it becomes fun to drive. 

Edsall: People used to take the old engines out of their classic cars and put in crate motors and upgrade the brakes. The car looked the same, but it was now a restomod. It was controversial. The purists thought it was stupid, but Craig Jackson was a champion of that. Is this the next step?

Jackson: We have to embrace what the next generation likes. A lot of them love the look of the car but not necessarily how it drives. So restomods came along, and they’ve gone to such a level to make them drive super nice, but they still look stock. I think the next evolution is to build an electric restomod.

Pericak: We just introduced a new electric crate motor. It’s the actual motor that comes out of the Mach-E GT. To show what you can do with it, we put it in an F-100. The electric motor has 634 lb.-ft. of instantaneous torque. That’s what we all dream about.

Edsall: There’s a hesitancy with some people with new electric vehicles because of range. Are you finding that with your customers who are doing conversions?

Roe: We have to assume that you’re not getting a classic electric car because you’re trying to win the Nürburgring or drive across the country. If that’s your function, then there are a lot of other cars out there for that. When the first highways started opening up 100 years ago, people were trying to determine how far the average car needed to go in a day, and after about 50 years of highways, it was about 25 mi. Here we are today, and it’s still about 25 mi. We’re not going any further than we were on average. 

Pericak: Range anxiety is a true thing, but there’s an education that has to happen around this because most people don’t drive the kind of miles that they think they drive. The battery technology is changing all the time, and you’ll be able to charge a lot faster.

Edsall: There’s a perception that this industry is dependent on leftover motors after Teslas crash. Why is that perception wrong? How is it changing?

Bream: The economics of it, you have these cars that are very expensive, they become for the most part undrivable, but a lot of the componentry is still good. We use that and the economics from it, and that drives what we’re doing. 

Roe: There are thousands of parts that go into any car, but electric conversion, especially, is a mix of what you can find that’s available and what you have to salvage. There’s no perfect answer. Many shops do a good job of pushing as many parts as you need, but there’s still stuff missing. There’s always going to be a 
transition. 

Davis: This industry is at the fledgling stage. As companies like AEM bring in control systems, and companies like Cascadia bring motors to the market, we’ll no longer have to dig through the scrap pile and re-engineer Tesla parts. It will be a whole new world.

Miller: With EVs, we’re at the infancy. You want to be at the leading edge. From AEM’s perspective, we’re at the bleeding edge with the resources we’ve pumped into this technology. We are hemorrhaging. We have a huge conviction that this is part of our future.

Roe: It’s all about hooking up an electric motor to a transmission. But what you get when you put a high-output motor coupled to a system that was never designed to handle that, it’s like putting a rocket on a tricycle in some cases. It just can’t handle it. 

Edsall: Say you’re at the SEMA Show and you have a customer who wants to electrify his classic car. What do you do?

Bream: I think you should be excited for the future. You’re getting into something that’s going to give your shop a lot of marketing and longevity. We’re not measuring carbon, we’re just trying to build very fast, high-performance electric vehicles, and the side effect is a cleaner environment.

Pericak: This is one of the reasons it’s so exciting. You always want more performance, but it came with a negative effect to the environment. Now it’s the reverse. You’re getting way more performance than you ever have in the past, and in a way that is responsible to the planet.

Edsall: Won’t people miss the sound of the exhaust?

Bream: Electric actually predates gas. We did a land-speed car this year at Bonneville, and people are surprised to know that the first six land-speed records were electric.

Davis: People are concerned that you’re going to lose the soul of the car, but once you take them for a ride in an electric car, they start to understand. It’s just the sound. You instantly forget about it when you get in the car, hit the pedal and that torque hits you.

Roe: From a behavioral perspective, nostalgia isn’t a remembrance of the past; it’s a misremembrance of the past. You’ve glorified and sanitized how you thought about the past and left out all the things you didn’t like. What you think you love in the past is a lie. The sound is more for peer-bonding. Your buddies like it, but you get over it pretty quickly because you tend to think that the sound of the car defines you as the man. Let’s find something else to define that. 

Pericak: The visceral sound was an indicator of power. It’s going to be different for EVs—and we’re just scratching the surface of performance EVs. I don’t want to erase what it was before. Of course I love the sound of a V8, but it’s going to be different, and there will be different cues to determine how powerful something is.

Consumer Demand Continues for Pickups and Crossovers; Overlanding Remains a Growth Sector; Electrification Continues Apace.

More than half of all vehicles on the road in the United States are either pickups, SUVs or CUVs. According to the most recent issue of “SEMA Future Trends,” the light-truck segment (which includes pickups, vans, SUVs and CUVs) is forecast to account for close to 80% of all new-vehicle sales by 2027, with pickups alone making up nearly 50% of all new vehicles sold. 

New-vehicle sales in 2021 remained relatively flat compared to 2020, with an estimated 14.9 million units sold—a 2.5% increase over the previous year, according to Cox Automotive. Shortages of semiconductors kept inventories low for most of the period, and the year ended with roughly 1 million units on dealer lots, down from 3.5 million in pre-pandemic 2019. 

More promisingly for the truck and off-road segment, pickups, SUVs and crossovers represented more than 80% of all new-vehicle sales in the month of December, according to J.D. Power & Associates. For the year, the top three best-selling vehicles in the United States were ½-ton pickups from Ford, Ram and Chevrolet, and seven of the top 10 U.S. best sellers in 2021 were either trucks, SUVs or 
crossovers.

For this article, we consulted a number of industry leaders for their perspectives on the overall state of the marketplace. What follows is a summation of their views.

The State of The Industry: Pent-Up Demand, Record Growth

“The industry is still very healthy,” said Ted Wentz, CEO of Quadratec (booth #58085). “The entire industry experienced massive growth during the pandemic. We undertook years of growth in a period of around nine months.”

“There aren’t a lot of new cars entering the market anymore,” said Jenna Jefferies, national account manager for Pertronix Performance Brands (booth #23135). “We’re backordered for months on end—and growing, growing, growing.”

On a related note, PSC Motorsports COO Randall Speir noted the many new truck and SUV models, such as Chevrolet’s Colorado Trail Boss and Ford’s Ranger Raptor, that are more off-road-friendly in design than their predecessors. 

“We have new entrants in the market, with Ford coming in and Chevrolet with some new things, and now Rivian,” he said. “We’ve got lots of new off-road-focused vehicles coming into the market, and that’s great, because they give us platforms we can use to make cool products for them.”

All of our experts similarly agreed that the combination of pandemic lockdowns, corporate work-from-home directives and government stimulus checks contributed to the growth of the sector.

“People wanted to get outside, and they had time on their hands to go outside with their vehicles and have fun with their families, so that played a big part in it,” Speir said.

“At the beginning of the pandemic, there was a bit of a growth in replacement parts as people were just trying to keep their vehicles running and didn’t necessarily feel comfortable going to shops,” Wentz said. “Now we’re seeing growth in categories that support an outdoor lifestyle.”

From a business perspective, the pandemic also gave many companies a chance to reevaluate and reassess their existing sales and marketing models and to make adaptations to changes in the marketplace.

“With the pandemic, everybody had an opportunity to sit down at their desks, take a breather, think about what they could do differently, and now they’re bringing great things to market,” said Charlene Bower, owner of Bower Motorsports Media. “As business owners, we’ve all had a chance to review what we’ve been doing and see what we need to continue and what we need to redevelop—from services to products to everything in between.”

Digital Resources: The New Media Landscape

Bower also heads Bower Academy, an educational program that provides hands-on instruction for women in subjects ranging from off-road driving and vehicle maintenance and repair to principles of Tread Lightly! and other topics. When the pandemic hit and indoor hands-on learning wasn’t feasible, “I took a nap for two weeks to think about what I could do differently with my business,” she said. 

“I rotated all my educational programs online as opposed to being in-person. We have online classes now through Bower Academy, which includes how-to classes, and I was able to turn my backyard into an area where girls can learn and train.”

Along with providing online content for customers, many companies learned to leverage the power of social media to maximize consumer outreach.

“While face-to-face and meeting at events are the best ways to interact with customers, social media is an extension of word-of-mouth with photos,” Speir said. “People want to be a part of something, so it’s great that we have a social network and that we have Facebook Groups and things that are around our industry. It’s becoming a big part of promoting our brand.”

Social media is huge, Wentz agreed. “It’s another touchpoint to communicate with your customers and to create a community,” he said. “As the younger generations move up in the workforce, they’re generating capital, and they’re ready to go have some fun with their vehicles. If you want to communicate with those folks, you need to find a way to do so in the channels they’re comfortable with.”

While acknowledging social media’s brand-building potential, Wentz also offered a word of caution when dealing with a form of media that’s still rapidly evolving. 
“TikTok is big right now, and for now, that’s the big growth channel,” he said. “What we tend to see with these new social-media outlets is that sometimes they go up in popularity really quickly, and sometimes they stay popular and sometimes they don’t. You have to be cautious about how you invest in these things and make sure you don’t overcommit to something that isn’t going to be around tomorrow.”

Outdoor Lifestyles: Opportunities for Growth

All of our sources also agreed that the steady popularity of overlanding remains a bright spot in the market. First popularized in Australia, the hobby caught on quickly in South America and Sub-Saharan Africa before catching fire in North America, where it has grown exponentially over the past decade and a half. 

“It’s not just overlanding,” Wentz said. “It’s whatever you can use on your vehicle to enjoy being outside. Overlanding’s a part of that, sure, but anything to do with biking or hiking or fishing [is becoming popular]—any of those things you can do outside and that allow you to accessorize your vehicle to help achieve that.”

“We’re also seeing some movement in the crossover segment—Subarus for one—and that is bringing new customers to our industry.” Speir said. 
That said, overlanding is still a huge deal, Jefferies said, noting that the Jeep market is still going, and the Bronco market is taking off. 

“Work-from-home options during the pandemic gave people the opportunity to go adventure while still being successful at their businesses, and I see that trend continuing going forward,” Bower added. 

Future Challenges and Opportunities

Nearly all of our experts said that staffing issues pose the greatest potential obstacle to growth in the short term.
“Right now, the labor shortage is a real problem,” Wentz said. “I’ve never seen anything like it.”

Speir agreed. “We’re not finding enough people who want to work,” he said. “The pandemic may have changed the way some people feel about life and changed their priorities, and that may have had an effect on the job market. Hopefully, we’ll see some additional influx into technical schools where kids are actually working on vehicles and falling in love with working on them, and that will refresh out talent pool. Getting involved in educating the future of our industry is a tremendous opportunity.”

Jefferies concurred, adding that it’s crucial to get the youth involved in the market. 

Supply-chain issues also pose an ongoing challenge, although Wentz sees signs of improvement in the not-too-distant future. 

“I’m seeing some signs that there could be some normalization coming at some point in 2022, but I think we’re going to have to ride this supply-chain issue for a while,” he said. “It’s definitely a challenge.”

A further potential problem facing the off-road side of the market is maintaining access to public lands.

“That’s one of our biggest issues at the Truck & Off-Road Alliance,” Speir said. “We must make sure that people take care of the land and that we don’t lose our access.” 

Jefferies also noted the rapid growth of electrification in the truck sector and the need to keep up with the latest OE technologies. 

“I think EVs are a huge thing that we’ll need to get adjusted to, and that will require adaptation by our industry,” 
she said. 

More than 1.2 million HEVs or EVs were sold in the United States in 2021, a 75% increase over 2020 and a combined 8% of all new-vehicle sales. 

Still, our panel believes that the foreseeable future is still relatively bright for the industry. Wentz offered this advice for businesses looking to increase their market presence in the coming year:

“From an opportunity perspective, the industry has acquired more customers over an 18-month period than it has ever had before. What are we going to do with those customers? What are we going to innovate for them? What are we going to do to keep them interested in our brands? Those are the kinds of questions we need to be asking ourselves if we want to take advantage of this growth opportunity that’s right in front of us.”

Americans’ love affair with pickups is deep and long-standing. The best-selling vehicle in the United States has been a pickup for more than 40 consecutive years. It’s no wonder, given the versatility and ruggedness a truck has to offer—and nowadays, they come equipped with all the comfort and convenience items traditionally found on more technologically sophisticated passenger cars. According to a recent issue of “SEMA Market Trends,” pickups trucks, Jeeps, SUVs and CUVs are forecast to account for roughly 80% of all new vehicles sold by 2027.

As consumer preferences have gravitated in recent years toward larger vehicle platforms, a strong and vibrant aftermarket has grown to supply them with all the parts and products they need to strengthen, upgrade, and otherwise personalize their rides. The truck aftermarket accounts for some $14 billion in annual sales, or approximately 30% of the total market. It’s no surprise, then, that OE manufacturers maintain a strong presence at the SEMA Show, with Dodge (booth #23642), Mopar/Stellantis (booth #44137) and Toyota/Lexus (#22200 and #22250) all occupying prominent places on the Show floor.

For the 2022 SEMA Show, the Truck, SUV & Off-Road aftermarket returns to West Hall, the brand-new, 1.4-million-sq.-ft. exhibition facility at the Las Vegas Convention Center. What’s more, Showgoers can peruse the latest builds and products for the fast-growing overlanding market at SEMA Overland Experience, also in West Hall in booth #62236. From restomods to overlanders, from show trucks to daily drivers, there will surely be a truck to suit everyone’s taste at the 2022 SEMA Show.

PRO Restyler Networking Events at the SEMA Show

Join PRO on the West Hall Terrace, Tuesday, November 1, 5:00 p.m.–7:00 p.m., for the council’s annual awards reception. The evening of camaraderie and good fellowship celebrates the achievements of the restyling industry. 

The outdoor setting sets the stage for folks to kick back, socialize and savor hors d’oeuvres and liquid libations. The awards ceremony honors industry leaders in four categories: Restyler of the Year, Nat Danas Person of the Year, Manufacturer of the Year and the Jim Borré Lifetime Achievement Award.

You can also enjoy a cold brew and talk shop with fellow members during the PRO Happy Hour on Wednesday, November 2, 4:00 p.m.–5:00 p.m., West Hall, booth #50185. Cheer as winners of the PRO Cup Challenge and the fan favorite vehicle are announced.

Finally, wrap up three days of council activities at Lunch With the PROs, Thursday, November 3, 11:30 a.m.–1:00 p.m., West Hall W219. Join the select committee as they share updates on council projects and initiatives. 

Lunch With the PROs is the council’s main way of getting its general membership caught up on some of the key initiatives. Members can talk about challenges in the restyling industry, come up with some new ideas and get 
involved. 

This year’s Show brings restylers plenty of learning opportunities to experience and understand the latest trends affecting their businesses. Below are two that may be of special interest. For information about all the Show’s educational offerings, including how to register, visit 
www.SEMAShow.com/education.

PRO Cup Challenge Panel, Powered by PRO 

• Tuesday, November 1, 1:00 p.m.– 2:00 p.m.  
• Location: Check the SEMA Show app. 

Ever dream of showcasing your talents and craftsmanship at the SEMA Show? Interact with leading restylers and builders who participated in the PRO Cup Challenge. Find out why they chose to accessorize a specific vehicle, what challenges they faced and lessons learned. Discover the value of this high-profile initiative and how it helps to advance the relationship between restylers and the new-car dealer community.

Forecasting the Future of the Restyling Industry, Powered by PRO 

• Wednesday, November 2, 1:00 p.m.–2:00 p.m. 
• Location: Check the SEMA Show app. 

The automotive industry is evolving at breakneck speed. What does this mean for the restyling industry? Join an expert panel as they explore the potential impact of electric vehicles and the challenges of modifying vehicles equipped with advanced driver-assistance systems (ADAS). Learn how restylers are adjusting to supply shortages and limited vehicle inventories, and gearing up to thrive in an ever-changing landscape.

The car care/restyling segment was a bright spot during the pandemic. The market registered double-digit point-of-sales gains in 2020 over 2019, with pickup accessories leading the way. For 2021, the market saw steady if not spectacular growth. By itself, the car-care treatment segment represents a $1.86 billion market, according to the “2021 SEMA Market Report.” Considering that many products in the category are relatively inexpensive and can be installed or applied without the need of special tools or training, it’s likely that enthusiasts sheltering at home took advantage of extra downtime to treat their vehicles to some sprucing up.

We contacted several industry experts for this article. The following is a compilation of their insights and observations on the current state of the market and its outlook going forward, edited for clarity and length.

Trends and Products: What’s Moving the Market

“The state of the car-care industry is incredible right now,” said Michael Pennington, director of training, events and consumer relations for Meguiar’s (booth #23443).

“Through COVID, we’ve seen a huge growth in the category as people stayed at home and had more time to work on their projects.”

“The overall state of the restyling industry is very healthy,” said Cristina Jorge, vice president of Specialty Automotive Treatments. “There was a rough patch with inventory in 2020, so those restylers with wholesale businesses who sold direct to retailers suffered a bit.”

Nick Griot, executive vice president of product development and brand for Griot’s Garage (booth #50217), agreed in general while adding a mild caveat: “Worldwide cost increases are touching nearly every part of our market, in particular raw materials and increased transit costs of sourced components. This will invariably lead to price increases that may bring demand back down to earth.”

David Korvah, marketing manager for Avery Dennison Graphics Solutions (booth #52119), expressed similar caution. Due to a variety of external factors, he said, “People who normally would be spending on auto restyling may be holding off more now than they have in the past six years.”

Many of the products most favored by consumers in recent years continued to exert a strong pull in 2022. Jorge added that vinyl wrapping is something she’s seen quite a bit over the last few years. 

“I also see ceramic coating really starting to take off now, particularly in terms of consumer awareness,” she said. “My customers in general would never typically ask for that, but I have people asking for it by name now.” 

Ceramic coating applicators are also faring well. 

“The large-scale adaptation of machine polishing as a prerequisite for superior ceramic results has helped the polisher market grow at an explosive rate,” Griot said. “Our purpose-built machine polishers have done very well as a result of this shift to ceramic surface protection.”

“Strong areas [in restyling] include paint protection film, wrapping film and window tint,” Korvah said. “We’re also seeing more shops doing both vehicle graphics and window film. Those used to be separate specialties.”

An increase in purpose-built vehicles has likewise piqued interest in idiosyncratic styling applications—in a word, “retro,” said Courtney Pahlke, owner of Top Coverage Ltd. 

“With a lot of Jeep and truck builds over the past few years, we’ve noticed a lot of retro color schemes and wheel packages,” she said.

“Now, with the new Bronco appealing to the ‘retro’ market, we’re seeing even more of it, so I think we’ll see a lot of ’80s and ’90s grunge-type colors in the future.”

The SEMA Businesswomen’s Network (SBN) will debut its All-Female Bronco Build at the 2022 SEMA Show. This build features a ’21 Ford Bronco Wildtrak with modifications on all elements, including the suspension, wheels and tires, electrical, lighting, exhaust, intake and wrap. 
The build project kicked off in July with a large group of talented women representing all facets of the automotive industry. The build’s early phase included work at the SEMA Garage in Diamond Bar, California. The Bronco next made its way to the SEMA Garage in Detroit with another group of talented women finishing the Bronco for the Show. This project comes 10 years after the SBN all-female Ford Mustang Build. 
Make sure to stop by the SBN booth #57061 at the Show to see the Bronco build executed by these incredible aftermarket-industry women. The SBN team would like to thank its product sponsors who graciously donated parts as well as the many volunteers who took time from their busy schedules to plan, organize, build and promote this Bronco. In addition, SBN will host two popular events at the Show:

SBN Gear-Up Girl Networking Event

• Date: Wednesday, November 2
• Time: 4:30 p.m.–5:30 p.m.
• Location: LVCC W210

This dynamic mixer brings together generations of female professions and is an opportunity to network and share advice with today’s female youth on pursuing a career in the industry.

SBN Reception

• Date: Wednesday, November 2 
• Time: 5:30 p.m.–7:00 p.m.
• Location: LVCC W210

The annual reception brings together women in the industry for a casual evening of celebration and networking. This event is the ideal time to connect with other SBN members as well as learn more about opportunities within the network. 

For some SEMA Showgoers, Friday has always been “get-away” day to arrive home in time for the weekend. But those who opt to stay through the end of the week are treated to two of the Show’s most iconic—and most popular—attractions. Even if you’ve wrapped up business for the week, be sure to stick around for:   

The SEMA Cruise Presented by CTEK: A caravan of SEMA Show vehicles departs the Convention Center along Silver Drive at Show close—4:00 p.m. on Friday, November 5—with thousands of fans in grandstands along the way. More than 1,000 vehicles will take part in the Cruise, which proceeds toward the West Hall Parking Lot and SEMA Ignited. The festivities include prize giveaways and entertainment, and it’s become one of the Show’s most anticipated events since it’s open to the public.

SEMA Ignited: It’s the official after-party which launches immediately after the Show ends on Friday, November 5. The event takes place in the West Hall Parking Lot—just a short walk away—and is free to all credentialed Show attendees. Introduced in 2014, the annual event is also open to the general public. It’s a great way for Showgoers to unwind from the week while enjoying a night of food, entertainment, drifting demonstrations and more. Gates open at 
3:00 p.m., and your SEMA Show badge serves as your free ticket. For more information, visit www.semaignited.com.

The 2022 SEMA Show will feature an expanded SEMA Electrified (booth #11268). Located in the North Hall, the specialized exhibit will showcase the latest advancements in electric vehicle (EV) technology, including new products and solutions for EV platforms and conversions.

“The EV aftermarket is evolving quickly and continues to change; we’re curating a unique collection of the latest products related to electric vehicles and the aftermarket,” said Tom Gattuso, SEMA vice president of events. “SEMA Electrified will help businesses see the latest trends and understand how the EV market has evolved. Visitors will gain an understanding of the advancements and opportunities for the future.”

Although alternative powertrains currently represent just 1% of the 250 million cars, SUVs and light-duty trucks on American roads, sales and interest in EVs are increasing rapidly. 

According to recent SEMA Market Research, the electric market includes several areas of opportunity for the specialty aftermarket, including the development of parts and products to aid in the conversion of older internal-combustion vehicles; building and modifying new project, racing and purpose-built vehicles; and expertly accessorizing new OEM electric offerings. SEMA is dedicated to helping its member companies identify those opportunities and adapt to the growing segment of the industry.

While SEMA Electrified will highlight the endless possibilities in the electric market, EV projects and products be displayed throughout the SEMA Show.

The Pennzoil “Dare to Perform” Experience is coming to the 2022 SEMA Show. Get up close and personal with the likes of John Hennessey, Chelsea De Nofa, Rhys Millen and many others. Learn about real-world innovation through industry personalities and automotive builders. Step into Pennzoil’s interactive booth and dare to experience the performance and technology that will spark your passion for the road ahead. Plus, don’t miss the chance for fantastic prizes and giveaways throughout the Show Week and be sure to follow the action using the hashtag #PennzoilAtSEMA. You’ll find all the excitement at the Pennzoil booth #81059. For a full schedule of events, visit www.pennzoil.com/sema.