Session: Vehicle Dynamics Forum
Date/Time: Monday, October 31, 1:00 p.m. - 3:00 p.m.
Location: Vehicle Technolgy Center, South Hall Upper Level; Booth 35185
Presenters: Wilfried Eibach, Eibach Springs; Greg Cooley, Eibach Springs; Melanie White, Hellwig Products; Tim Watts, Superlift Suspension Systems; Ed Browalski, SEMA Advisor; Tom Gillespie, Mechanical Simulation; Paul Venhovens, CU-ICAR; Santhosh Jogi, dSPACE; Paul Williamsen, Lexus College, Toyota Motor Sales; Richard Smallwood, Falken Tire, Mark Hellwig, Hellwig Products
Description: This seminar leads SEMA’s Vehicle Technology Briefing program for 2011 and focuses on the challenges, solutions and opportunities associated with Electronic Stability Control (ESC) Systems and vehicle dynamics performance of aftermarket-modified vehicles. This forum session will provide SEMA members with a comprehensive overview and understanding of the impact of ESC implementation by automakers and original-equipment suppliers on the aftermarket, as well as include actual Hardware-in-the-Loop (HIL) evaluations, simulations and demonstrations of the vehicle dynamics performance of aftermarket-modified vehicles...The US National Highway Traffic Safety Administration (NHTSA) has issued FMVSS 126, a Federal Motor Vehicle Safety Standard requiring all motor vehicles with a gross vehicle weight of 10,000 pounds or less to have an electronic stability control (ESC) system that complies with specific design, performanceand diagnostic requirements.Original-equipment manufacturers (OEMs) must have ESC as standard equipment on all applicable vehicles as of September 1, 2011.Thanks to the efforts of SEMA’s office in Washington, D.C., the aftermarket was granted a one-year exemption.SEMA has developed a methodology and program to evaluate the impact of aftermarket modifications on ESC performance .SEMA has been workng with leading industry experts and companies in the area of vehicle dynamics simulation and testing to develop a “best practices” solution to offer member companies, especially considering that any modification to the engine, steering, brakes, suspension, wheels or tires may have an impact on ESC performance. SEMA has developed a cost-effective Hardware-in-the-Loop solution based on an industry-leading collaborative effort with dSPACE, and CarSim vehicle dynamics simulation software from Mechanical Simulation and includes full-vehicle testing at Clemson University’s world-class CU-ICAR facilities in Greenville, SC as well as SEMA’s new facility at Link Engineering in Dearborn, MI to obtain actual FMVSS 126 proving ground test data and compare with SEMA’s simulation results. The SEMA HIL technology available to members is the same as that used by all OEMs and major suppliers around the world to develop, test and simulate vehicle dynamics, new chassis system components, engines, powertrains, drivelines, suspensions, and vehicle electronic control systems. Attendees at this Vehicle Dynamics Forum will learn not only about the ESC mandate and product development solutions available to SEMA-member companies but also related topics that effect how aftermarket wheels, tires,suspension, steering, braking and handling products interact with the vehicle’s increasingly complex body, chassis, powertrain and electronic systems and controllers
FREE EVENT: Tickets & Pre-Registration are required!
Session: Vehicle Technology Keynote
Date/Time: Tuesday, November 1, 9:30 a.m. - 11:00 a.m.
Location: Vehicle Technolgy Center, South Hall Upper Level; Booth 35185
Presenters: Paul Mascarenas, Ford Motor Company, Chief Technical Officer and Vice President, Research and Innovation
Description: Ford Motor Company’s Paul Mascarenas has been working with the Dearborn, Michigan-based car company for 30 years. In three decades he has pushed the boundaries of what a vehicle can do and developed an excellent perspective on the role advanced technologies play in the evolution of the automotive industry. Paul has seen vehicles become advanced technology platforms with body, chassis, powertrain, interior and electronics systems and technologies that control everything from fuel efficiency and vehicle dynamics to vehicle electrification and infotainment. Paul Mascarenas will share his thoughts on how Ford is leading the way in smart performance, driving connected, safety, security, style and convenience as well as how Ford is working with its suppliers and the aftermarket to create the preferred future. This is a must-attend event for technology enthusiasts and performance professionals.
Session: Performance Branding: Designing and Marketing to Enthusiasts
Date/Time: Tuesday, November 1, 1:00 p.m. - 3:00 p.m.
Location: Vehicle Technolgy Center, South Hall Upper Level; Booth 35185
Presenters: Myles Kovacs, , DUB; Stewart Reed, Pasadena Art Center; Beau Boeckmann, Galpin Auto Sports; Chip Foose, Foose Design; Jamie Allison, Ford Racing; Darrell Behmer, Ford Mustang Chief Designer
Description: Technology has democratized traditional design, marketing and brandng models. Technology has the power to make, move and reshape markets and it has now led the automobile industry to one of the most exciting times in history for both endemic and new industry players and consumers. Performance brandng isn’t about chocies in media, but choices in mindset.. The future of performance branding, brand democracy, designing for customization, youthsourcing, and social networking in the new automotive normal is all about connecting vehicles to consumer’s lifestyles, brands and experiences. From vehcile dynamics and performance accesories to smart-phone applications that interact with consumer vehicles and onboard technologies, successful designing and marketing to automotive enthusiasts today requires strategies that make customers part of the brand through design, movements, story telling and advocacy. Your company’s ability to deliver a superior, personalized cutomer experience will set you apart from your competitiors, inspire fans and advocates, and drive spending on your products and services. Customers buy your stuff, but more importantly, you need to sell to your fans and enthusiasts what your stuff does for them. Enthusiasts and fans are 10 times more influential than mainstream customers.Youthsourcing taps beachheads of enthusiasts and fans with ideas and empowers designers and marketers with powerful insights and frontline context. Leading companies think of their products as the content and the design,marketng, brandng and social packaging as the context.. This panel will present and discuss the latest trends in brand democracy and frontline social and design thinking and explore how technology and consumer expectations are impacting the platforms, systems and perceptions of vehicles today and in the future.
Session: The Future of Performance and Customization
Date/Time: Wednesday, November 2, 10:00 a.m. - 12:00 p.m.
Location: Vehicle Technolgy Center, South Hall Upper Level; Booth 35185
Presenters: Stacey David, Gearz; Dean Tomazic, FEV; Jim Campbell, General Motors; Brett Smith, Center for Automotive Research; Brian Smith, Lexus
Description: Many SEMA companies fear that advanced vehicle technologies signal the demise of the specialty-equipment market and believe that tighter federal emissions and fuel-efficiency standards will eliminate performance vehicles from America’s roadways, but something quite different is happening, Green muscle is alive and well and took center stage at many of this year’s auto shows. Leading automakers are focusing on matching horsepower with the fastest computing power. Performance still moves product. Nearly every major automaker now offers a performance car for street use that is as powerful as many of the racecars on the track. This session focuses on green performance and SEMA’s commitment to keeping members informed about the latest vehicle technologies and opportunities associated with high-performance engineering, energy management and fuel efficiency, as well as the impact of advanced technology on customization and the performance aftermarket. Hot Rod Hybrids and Muscle Electrics represent the next generation of cruisers and hot rods, however, despite the hype and increased attention being focused on alternative powertrain developments, the internal combustion engine will continue to be a major element in the growth of the performance aftermarket for years to come due to significant innovations and improvements in gasoline direct injection, turbocharging, supercharging and electronic fuel management. SEMA-member companies focused on these technologies as well as developments that increase total performance, reduce and recover lost energy from aerodynamics, braking and suspension systems and convert it to electricity for storage or to power other vehicle systems will do well with consumers demanding increased mileage without sacrificing performance and the cool factor. This panel of experts from leading automakers, suppliers, researchers and customizers will provide an exciting overview of the challenges and opportunities of green performance and alternative powertrain technologies as well as explore the potential solutions and new business opportunities for SEMA members to partner, leverage and capitalize on their capabilities in these emerging technologies and growing market segments.
Session: Source Interlink Circle Track Project GREEN Camaro
Date/Time: Wednesday, November 2, 12:00 p.m. - 12:30 p.m.
Location: Vehicle Technolgy Center, South Hall Upper Level; Booth 35185
Presenters: Rob Fisher, Circle Track; Forrest Jehlik, Argonne National Laboratory
Description: This This special session will feature the Circle Track Project GREEN Camaro and a discussion of how green technology and performance can not only coexist but also create new business opportunities.
Session: Vehicle Connectivity: Integrating Automotive and Consumer Electronics
Date/Time: Wednesday, November 2, 1:00 p.m. - 3:30 p.m.
Location: Vehicle Technolgy Center, South Hall Upper Level; Booth 35185
Presenters: Thilo Koslowski, Gartner; Anthony Levandowski, Google; Jessica Steele, Pandora; Roger Berg, Denso; Dave Graff, Microsoft Automotive; Chris Weber, Nokia; Greg Krueger, SAIC, Kevin Kelly, Michigan International Speedway, Richard Wallace, Center for Automotive Research, Mike Schagrin, USDOT-RITA
Description: Connectivitity makes cars cool. Automotive and consumer electronics technologies and applications extend far beyond the vehicle itself. By 2017, more than 13 million vehicles will be sold globally with connected-vehicle platforms and cars will become part of the social graph. Next-generation technologies are coming from both inside and outside the auto industry yet the challenge remains on how effectively new systems and apps get integrated into the car and consumer lifestyles by automakers and the aftermarket. Many millennials consider driving to be the distraction. Those companies with platforms that force them to go off the grid will lose to those that do not. Onboard vehicle technologies combined with vehicle-to-vehicle and vehicle-to-roadside technologies are creating many new and exciting product and service opportunities for specialty-equipment and performance aftermarket manufacturers, installers, retailers and distributors. The challenges, opportunities and solutions for SEMA members lie in how effectively these features, devices and accessories can be integrated into today’s vehicles. This seminar focuses on accelerating product development, deployment, acceptance and integration of automotive and consumer electronics. Aftermarket companies are playing an increasing role in accelerating the commercialization, deployment and acceptance of connected vehicle technologies through lean customization, open innovation and open architectures. Connected Vehicle technologies are changing how vehicles are operated and how they interact with each other as well as with the transportation infrastructure. Private and public sectors are making significant investments in hardware, software applications, and vehicle content to improve the driving experience with products, services and applications that are built-in, beamed-in or brought-in to today’s vehicles. These improvements lie in the areas of safety, mobility, infotainment, diagnostics and personal convenience, as well as reduced environmental impact. As vehicles increasingly become networked one another and local communication systems, opportunities abound to collect information (e.g., travel speeds along specific road links and road conditions) that will empower occupants with information, generating new market segments for location-based services and mobile content. At the same time, this information and content must not distract the driver. This session will provide an overview of recent developments with connected vehicle efforts, as well as emerging product development and market opportunities for leading mobile electronics aftermarkets companies, OEMs, and suppliers. Vehicle electrification, electronics integration and connected vehicle technologies are leading the way toward the development of cars that don’t crash and devices that don’t distract and powertrains that don’t pollute. The traditional automotive value chain, as well as conventional business, revenue and organization models are shifting. Collaboration combined with flexible and open system platforms and architectures are the way forward -- open architectures drive integration and integration drives innovation and growth. Open architectures and open innovation recognize that the most valuable application or service may not be apparent yet. Developing accessory-friendly systems and integration capabilities that allow for future upgrades and social utility help ensure profitable personalization across the entire automotive and consumer electronics value chain.
Session: Performance Engines and Lubrication
Date/Time: Thursday, November 3, 10:00 a.m. - 12:00 p.m.
Location: Vehicle Technolgy Center, South Hall Upper Level; Booth 35185
Presenters: Lake Speed, Jr., Joe Gibbs Racing; Scooter Brothers, COMP Cams; John Martin, Shell Oil Research, Mark Ferner, Shell Global Solutions, Mark Negast, Lucas Oil
Description: Advanced engine and transmission technologies such as cam phasing, variable valve timing, port deactivation, direct injection, turbo boosting, dry dual clutches and wide-ratio six-speed-plus gearing combined with reduced mass, decreased parasitic losses and integrated engine and transmission control software have improved the internal-combustion engine in vehicles to efficiencies that would have been unbelievable just five years ago. Federal and state EPA requirements have forced changes in motor oil formulas, and these changes have significantly affected the performance aftermarket. Flat-Tappet camshaft failures have increased due to the change in motor oil formulations. Upcoming changes may create additional issues and challenges to the performance aftermarket. This session will focus on evolving performance engine designs, technologies, as well as help members understand and deal with the changes in motor oil formulations and develop strategies to properly respond to these changes.
Session: Off-Road Racing and Performance Forum
Date/Time: Thursday, November 3, 1:00 p.m. - 3:00 p.m.
Location: Vehicle Technolgy Center, South Hall Upper Level; Booth 35185
Presenters: Ricky Johnson, Motocross and Off-Road Champion, TORC; Troy Lee, Troy Lee Designs; Tony Vanillo, Lucas Oil Motorsports, Justyn Amstutz, National Powersport Auctions, John Marking, Fox Racing Shox, Julian Gill, Eibach Springs, Alex Striler, XPlayNation, George Tamayo, Global RallyCross, Greg Foutz, Foutz Motorsports
Description: This forum session will focus on the cross-industry business synergy and lifestyle opportunities between the automotive performance aftermarket and powersports industries. Off-Road motorcycle and truck racing, as well as motocross, rallycross and gymkhana are all leading the way as these exciting sports and lifestyles continue to evolve with endemic and nonendemic players, sponsors and technologies. The mission of the SEMA’s Powersports Advisory Group is to help powersports industry’s members’ businesses succeed and prosper by elevating the industry to new levels of growth through proactive leadership, world-class educational programs, legislative and regulatory advocacy and participation in industry’s leading trade show. This panel of racers and experts from leading powersports companies, motorsports organizations and innovative SEMA companies will provide an exciting overview of the challenges and opportunities for growth and profitability as the automotive and powersports industries continue to blend and merge. This open-forum roundtable discussion will also include interaction with the audience to explore potential solutions, joint-industry initiatives and new business opportunities for Powersports and SEMA members to partner, leverage and capitalize on their combined capabilities with emerging technologies and growing market segments.
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