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SEMA 2008 Day One Recap: Show Marches On Despite Tough Times
This my eighth trip to the Specialty Equipment Manufacturer Association (SEMA) show. That may sound like a lot, but I assure you, it's nothing compared to some industry diehards. A buddy of mine is on his 22nd SEMA -- and he isn't even 40 years old. Walk around the show floor long enough and you might hear stories from old timers who remember the first time this ballyhooed event took place in 1967 under the grandstands of Dodger Stadium. Back then it was called the Speed & Custom Equipment show and drew a whopping 3000 attendees and 98 booths. Nowadays, SEMA draws thousands of exhibitors and an average of 125,000 show goers.
Eight years is enough time for me witness the rise of SEMA and its peak in 2005. Back then, the aftermarket scene was exploding; SEMA reported more than 2000 exhibitors -- the most in the history of the event. That year also saw 14 auto manufacturers; an impressive showing for what is essentially a four-day trade show closed to the general public.
This year, I'd heard murmurs about how the current economic turmoil -- particularly amongst the hard hit automakers -- was going to send exhibitor and attendee participation plunging; perhaps as much as 30% lower than 2007. There were a couple of advanced signs, too -- perennial receptions and parties canceled with no explanation and rumors of deeply discounted hotel rooms still available only days before the show. Then the Monday before the show arrived the news got worse; automakers like GM, Ford, Chrysler, and Toyota posted huge losses for the month of October. Would SEMA be an even bigger bust than rumored? I had to see for myself.
At first glance, this year's show looks to be just as alive and kicking as past SEMA shows. Any newbie would be completely overwhelmed, because even in a "down" year, SEMA looks psycho. The depth and breadth of the automotive aftermarket still manages to astonish and it looks -- at least on day one -- as crowded as ever; the Las Vegas Convention Center filled with row after row of vendors and throngs of badge-wielding buyers. Their presence is living proof of how much we American gearheads love our toys.
Look closer and a few cracks start to show. There is more empty space in the back of the South Hall than I've ever seen. Word is, to fill space, many of the tuned-up show cars that would have been relegated to outside show space in years past have been moved inside to keep things looking like an automotive orgy. Talk to the exhibitors and attendees, and you'll often get similar stories of reduced staff and shorter stays. Thursday -- buyer day -- apparently will be the big barometer. Tuesday and Wednesday are traditionally media whoo-ha days, so if the crowds are thin when it comes time to sign contracts, then the industry may well be in deep trouble. Tonight, I'll ask the real experts for their take on this year's show. Las Vegas cabbies, bouncers, and bartenders often know more than any industry analysts, because when convention attendance goes down in this town, they feel it in their pocketbooks.
Still, it is comforting to see SEMA still as crowded and busy as in years past. It's also a relief to see the pride and optimism of 600-hp musclecars lined up cheek to jowl against sky-high, candy-painted monster trucks, especially when all the TV pundits can seem to do these days is spew doom and gloom prognostications about the end of the world as we know it.
Three highlights:
RK Sport Hyundai Genesis sedan
As our intrepid Nate Martinez reported in WOT, Hyundai showed a tuned version of its ground-breaking rear-drive Genesis luxury sedan. The big news wasn't 24-in. wheels or some blinged-out grille, but a stunning 460-hp supercharged V-8 with cylinder deactivation (CDA). Hyundai claims this is the first time CDA has been mated to a blown production engine, which we're not debating. We're more impressed with the 8% improvement in fuel economy over the regular V-8 Hyundai Genesis. Hyundai won't say if it'll build it (it's an expensive proposition), but with an estimated 18 mpg in the city and 27 mpg on the highway and with that kind of power, it'd be crazy not to at least consider it.
Dodge Challenger SRT10
Enough with the Challenger, right? Well this one is different. It's not merely a fixed-up version of the SRT8 Challenger we know and love and drove all over Europe; SRT engineers ripped-out that Challenger's puny 6.1L, 425-hp V-8 and dropped in the 8.4L all-aluminum V-10 engine that powers the Dodge Viper. Output? How does 600 hp and 560 lb-ft of torque strike you? It's pretty amazing stuff, especially with that V-10 breathing through a functional, carbon-fiber shaker hood. How'd you like to see this Challenger run against a Shelby Mustang GT500KR? Perhaps something else? Send in your recommendations!
Subaru Forester XTI
Sure, we have soft spot for the Forester; after all, we voted it our 2009 Motor Trend Sport/Utility of the Year. But if there is anything missing from that cute 'ute, it's the pure performance of its rally bred brother, the WRX STI. Apparently, the people at Subaru are on the same wavelength, because they showed off a high-performance concept called the Forester XTI. While this Forester has the requisite fancy paint, upsized wheels (18 x 8 in. forged alloys) and performance bits including adjustable coilover suspension and big Brembo brakes, what we like is the six-speed manual transmission and estimated 315 hp and 300 lb-ft of torque under the hood. Even better, this Forester XTI is rumored to weigh only 60 lb more than the WRX STI. It's just the kind of vehicle we'd like to see added to the Forester lineup.
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