Home' Australian Automotive Aftermarket Magazine : Australian Auto Aftermarket E-zine December Contents SEMA/AAPEX
70 AUTOMOTIVE AFTERMARKET MAGAZINE DECEMBER 2012
AUSSIES TAKING ON THE USA MARKET
The 2012 SEMA Show, held at the Las
Vegas Convention Centre from October 29 to
November 1, featured more than 2000
exhibiting companies that manufacture
thousands of products designed to improve
performance, safety and convenience, as well
as those that enhance appearance and
comfort. While products are available for
every make and model, exhibitors were
investing heavily in the Ford Mustang, Scion
FR-S (read Toyota 86 or Subaru BRZ), Ford
F-Series and Jeep Wrangler than any other
The SEMA Show is a trade exhibition
organised by the Specialty Equipment Market
Association (SEMA), a nonprofit trade
association founded in 1963. Since the first
SEMA Show debuted in 1967, the annual
event has served as the leading venue
bringing together manufacturers and buyers
within the automotive specialty equipment
industry in the United States and around the
Running in parallel to the SEMA Show was
the 2012 AAPEX Show, which was held at the
Sands Exhibition Centre in Las Vegas.
While SEMA is often described as the
'glitz and glamour' event for the performance
market, the Automotive Aftermarket Products
Expo (AAPEX) is where the 'nuts and bolts'
sector of the industry promotes its products.
Each year a growing number of Australian
exhibitors, including many AAAA members,
use the twin shows as a platform to display
their latest product offerings and continue
their push into the US market.
However, SEMA and AAPEX are about
much more than just the US market.
They are also meeting places for the
international automotive aftermarket
community to come together and do
Australian Automotive Aftermarket
Magazine caught up with many of the AAAA
member exhibitors to discover what exhibiting
at SEMA means for their businesses.
AAAA members had an extremely successful 2012 SEMA Show as they took advantage of one of the biggest
automotive aftermarket trade shows to continue their push into both the US and world markets.
Mackay Consolidated Industries, AAPEX
Mackay specialises in
replacement rubber hoses making
AAPEX a much better place for the
Melbourne-based company to
exhibit, as Sales and Marketing
Manager, Darrell Parsons,
explains: "We come to AAPEX
instead of SEMA because Mackay
has a very strong range of OE
replacement product. Our range of
product for performance is very
limited; we are predominantly an OEM company. The core product that we market
is OEM replacement product and obviously we do OE product for a lot of
Mr Parsons said Mackay's US growth has been good.
"Our business in the US has been steady. We have been hurting a bit with the
strength of the Australian dollar, but our potential here is enormous," he said.
"We have a warehouse in Chicago, which handles our US distribution.
"We have a reasonable array of distributors from the west coast to the east
coast. The majority of our distributors are based on the west coast. The reason
for that is because most of the Asian car parc is based on the west side. Our
target market is predominately the import specialists and our focus is on the
Asian and European car parc.
"We do have some product for the US domestic market, but that our range in
that sector is fairly limited."
Mr Parsons' advice to any Australian company wishing to break into the US
market is to ensure you are in it for the long haul.
"You have to exhibit. It's a long road. We have been marketing product into
the North American market for 25 years. You wouldn't want to come out here and
expect to get results in one or two years. It's a complicated market. You need to
be patient and don't give up," he said.
"The economy here in the performance market has
turned a corner," Engine Management specialist Haltech's
International Project Manager, Matt Wright enthused.
"It was going backwards for a couple of years straight."
SEMA is only a
part of the US
Show is a love-
You have a lot of
people here and
it is a big show,
and it's also a
big crowd, but the real challenge is: how do you stand out
from the other 2000-odd exhibitors here? However, it's a
show that you have to be at. It's super important for your
international clients. Every performance magazine in the
world is here.
"You have distributors here from all over the world. It
really is the one international show that hits every market."
Mr Wright said that Haltech's plug-in modules were a
big hit in the US aftermarket and the company continues
to expand in the region.
"We have a company-owned office in Kentucky. We also
have an office in California, which supports the west coast.
We supply strictly to the trade. We now have about 120
distributors over here," he explained.
Links Archive Australian Automotive Aftermarket E-zine - Annual Performance Guide Navigation Previous Page Next Page