NEWS
SPECTACULAR SEMA
In this article, Highfields Mechanical and Offroad Owner/Director Craig Baills reviews the 2023 SEMA Show and provides advice to those considering attending in the future What a year it has been, and to be blessed to attend SEMA 2023 and AAPEX in Las Vegas for the second time was absolutely outstanding. Las Vegas is so far removed from the reality of the day-to-day grind it is hard to understand what’s normal in this town. But don’t let that deter you from the underlying reason to come here in the first place: SEMA and AAPEX. The city doesn’t stop, it is the party capital of America, and the apparent disregard of rules is apparent, but amid the chaos, it appears controlled. Vegas wants one thing, your money – never forget that and if you decide to come along and explore the enormity of SEMA and AAPEX, make sure you bring your best walking shoes, Berocca and an alarm clock, and be careful Vegas doesn’t take you! Let’s start with SEMA, perhaps the biggest showcase of everything automotive in one place at one time. The Las Vegas convention centre is taken over by everything that is automotive. The latest and greatest of every conceivable system on a vehicle is on display. If you can think of it, it will be there. You will find everything from car scent trees and Art to EV/Alternate fuel retrofit kits, tools and equipment, suspension lifting and lowering, vehicle paint and panel, wheels and tyres, performance equipment and parts, lubricants, and the list goes on and on and on – and so do the daily steps on the pedometer. This place is sensory overload for anyone in the automotive industry, and you will struggle to see it all in four days. The pavilions are filled wall to wall with exhibitors proudly displaying their wares, while outside rows and rows of modified cars and 4x4s will fill your
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Australian Automotive Aftermarket Magazine November 2023
camera roll amid the smoke of drifting competitions, burn outs and short course racing in the carpark. Meanwhile, AAPEX is the sensible brother of SEMA – the place where international discussions are had among national industry leaders, ensuring the aftermarket has a solid existence into the future, worldwide. Strategy, education, business, and future trend sessions are the norm in this environment and if you can get away from these sessions, you will walk into a trade show that is next level, showcasing everything the aftermarket industry needs to ensure success now and into the future. Remember there are many floors to see here, so don’t neglect to allow sufficient time to attend AAPEX; this three-day exhibition will swallow your time very quickly and overload your mind and thoughts with ideas that can be taken home and implemented in your business or work life. So, what did SEMA and AAPEX deliver this year? Outside of the sore feet, tired eyes, and occasional extremely late nights, these shows delivered, in spades, featuring networking opportunities and discussions which put our Australian Automotive industry on the global map. In the AAPEX corner, we have other countries looking to us for advice on our Right to Repair campaigns, on our mandatory data sharing strategies and how we are handling ourselves into the future with the fast-approaching tech changes in the EV and alternate fuel space. The USA, Canada, Mexico, and Germany amid other countries are watching closely how we are handling these challenges, implementing change and receiving legislative cooperation. At the same time, please don’t think these issues shroud the discussions of the skills shortage. This is a common topic across all countries as well
– COVID, I don’t know how you did it, but you managed to create a global skills shortage issue in our industry, it is not just here in Oz. SEMA is the place where deals are done, where Australian automotive manufacturers dip their toes in the water on a global stage and by doing so, make massive waves in this sea of Automotive products. It is where Aussie importers consider the latest and greatest products to invest in back home (if only the dollar was better), and our Aussie exporters relish in the scale of the American population and a favourable dollar bringing out talents, quality and initiative to the home of the Red, White and Blue. Wander around SEMA as an independent workshop and you will certainly not be disappointed; you don’t need to be an importer/exporter/manufacturer or corporate rep to be here. You will thrive on the information and ideas, see how the northern hemisphere operates, and definitely meet new people and make new friends. Rounding out the event, the AAAA hosts an Aussies in Vegas night on the Thursday night before the final day of SEMA. This is an awesome networking opportunity, to mix with all aspects of the Aussie aftermarket, let your hair down, have a few drinks and mingle. The event this year was well attended with approximately 100 Australians from all walks of life in our auto industry sharing stories, knowledge, and most of all, a great time. If you have never been, try and find a way to get yourself there in 2024. You won’t be disappointed, and remember, “what happens in Vegas, stays in Vegas!” Here’s to the future, Craig Baills, Highfields Mechanical
