LAS VEGAS, Nov. 6 /PRNewswire/ -- America loves car movies. The world
loves American car movies; and like scores of Hollywood titles before it, the
hit movie The Fast and the Furious(TM) and its sequel 2 Fast 2 Furious(TM)
recognized an automotive sub-culture and its pursuit of life in the fast lane.
It also took notice of the sport compact aftermarket business that enables low
profile econo-boxes to take on fire-breathing, tach-busting performance. This
film's driving and lifestyle experiences are enabled in the real world by many
companies now exhibiting at SEMA Show 2003, two-million square feet of
automotive design and technological heaven.
Universal Pictures, the producer of The Fast and the Furious(TM), just
like Pepsi and other consumer brands, has recognized the upswing in popular
acceptance of this automotive lifestyle, and the cash registers are ringing.
These consumer brands have connected on a business level with the car culture
embracing small displacement, sport-compact cars -- vehicles initially
designed by manufacturers to be practical and somewhat "invisible." As the
hand-me-down rides for first-time drivers, many of these cars, just like the
family sedans turned hot rods of earlier generations, have undergone serious
engineering and cosmetic transformation. They are the vanguard of a definable
automotive culture; a decade-old trend that inspired the recent movies'
success and is creating an industry now in full display at SEMA Show 2003,
happening in Las Vegas this week.
"What's unique about The Fast and the Furious(TM) is its timeliness and
the coincidence of licensing, fast-paced communications and a consumer base
familiar with both. The films and their production and distribution teams
clearly understood the value of engineering and design authenticity when
filming. And -- for the first time in our memory -- took the longer view on
branding and crossing over from the movie theatre, to the streets, most
importantly to a retail environment. This connects the lifestyle to the real
world of automotive aftermarket sales," said Peter MacGillivray, SEMA vice
president, marketing and communications. He also noted the pivotal role played
by the manufacturers and sellers of the equipment used to make the movie cars
perform up to their "fast and furious" billing.
Prominent throughout SEMA Show 2003 are exotic sport-compact displays,
exhibits of high-performance technologies suited to this automotive niche and
the latest in manufacturer-developed production cars that seek to capitalize
on the lifestyle theme. "Unlike past industry efforts, we see a genuine
response to the marketplace by the car manufacturers -- now intent on bringing
high-performance, high-style sport compact vehicles to market. There are new
models connected to the lifestyle that inspired the movie and the industry
segment that has been quietly building over the past decade. The original
equipment manufacturers are conscious of the need to move quickly to keep
track of the street trends affecting buyers. Sensibly, they are reaching out
to many SEMA member companies to provide sub-contract services and general
counsel," MacGillivray said.
While Universal Studios Consumer Products Group has a prominent SEMA Show
merchandising display of hard and soft goods suited to automotive retailing,
the presence of several mainstream crossover brands further legitimizes the
sector from a business point of view. The scores of high-performance
component and tuner companies, body design companies, seat and safety gear
marketers targeting this sector and selling to the more than 40,000 SEMA Show
buyer attendees, also validate the sport compact segment.
For established entrepreneurs like Wade Kawasaki and his high performance
Avanche engine parts business; youthful entrepreneur Myles Kovacs with his DUB
line of wheels, parts and accessories; or venerable corporations like
Bridgestone/Firestone tires -- SEMA and SEMA Show 2003 offer a unique
opportunity to show the latest automotive aftermarket products and help
broaden the business-to-business envelope for its members. "This year we
presented more than 1,000 new automotive products -- many suitable for this
segment. For example, Bridgestone/Firestone introduced a completely new tire
line -- FUZION -- here at SEMA Show 2003. This high-performance street tire is
aimed directly at the sport compact consumer and is the latest major tire
brand to seek a piece of this segment. We now see definable cross-marketing
developments that range from established top-line automotive companies to
start-up organizations. They are melding with traditional brands like Procter
& Gamble, Universal and Pepsico, to name just a few ... and it's happening in
real time. The good news is that here at SEMA Show 2003 ... The Fast and the
Furious is more than a movie title. It describes how vibrant the business is
for this important automotive category ... a category largely dominated by
SEMA members," MacGillivray concluded.
SEMA represents the $27 billion specialty automotive industry. Founded in
1963, the trade association has 5,222 member companies. It is the
authoritative source of research data, trends and market growth information
for automakers and the specialty auto products industry. The industry provides
appearance, performance, comfort, convenience and technology products for
passenger cars, minivans, trucks, SUVs and recreational vehicles. For more
information, contact SEMA at 1575 S. Valley Vista Dr., Diamond Bar, CA,
91765-3914; call 909/396-0289; or visit http://www.sema.org or
http://www.enjoythedrive.com .
Image available at: http://www.sema.org/images/32108.jpg
Cutline: The Fast and the Furious(TM), crossing over from the movie
theatre to consumer products, now offers this 12-CD visor organizer introduced
at SEMA Show 2003, held this week in Las Vegas.
SOURCE SEMA (Specialty Equipment Market Association)
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Related links:
http://www.sema.org
CONTACT:
Media (Thru Friday Nov. 7, 2003), Rosemarie
Kitchin of SEMA, cellular, +1-626-840-3805, or SEMA Show Media
Center, +1-702-943-4198, rosemariek@sema.org
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