In a significant victory for motorsports track operators, Iowa Governor Kim Reynolds signed into law a PRI- and SEMA-supported bill (HF 645) that provides race tracks with immunity from nuisance claims brought by surrounding property owners, so long as the track existed before the neighboring property was purchased or developed. The legislation will ensure the continued operation and growth of these vital venues. 

With the new law set to go into effect on July 1, 2025, race tracks like Knoxville Raceway, Stuart International Speedway and Clay County Fair Speedway can now operate without the constant threat of litigation from new neighbors. This protection is crucial for the economic stability and growth of these venues, which are not only entertainment hubs and community growth drivers but also significant contributors to local economies through job creation and revenue generation. 

For more information on HF 645 and how to support motorsports legislation, contact Victor Muñoz, senior manager for state government affairs for SEMA and PRI, at victorm@sema.org. 
 

Original publish date: May 6, 2025

Image courtesy of Shutterstock

 

Improve your customers' online experience—and bring in more sales—with the help of SEMA Data.

 

For many racers, building their track car begins in the digital world, often scouring websites of retailers and distributors for the right parts and matching applications. To help consumers navigate this vast online marketplace, performance-parts manufacturers create extensive datasets for resellers to create product descriptions with the technical specifications and their proper applications.

But where is the standardization for this data? Where can it be housed, and is the information as detailed and accurate as it should be?

Years ago, former SEMA President Chris Kersting and other association advocates saw that aftermarket manufacturers could vastly improve their appeal to resellers and distributors through standardized product data. In 2012, with the SEMA Board of Directors' approval, the association launched the Data Co-Op, now called SEMA Data, to set the industry standard.

Today, SEMA Data (SD) is the largest industry product database for resellers, offering vital data-management services to manufacturers. But even though "SEMA" is in the name, this service is also highly beneficial to motorsports parts manufacturers and resellers.

We spoke with SEMA Vice President of Technology, Data and Strategic Initiative, Gigi Ho, to fully understand SD's services and data score system to answer the question you might be asking: "What exactly is SEMA Data, and how can I benefit?" 

A DIGITAL AGE

The digital market grows every month, and brands and manufacturers are doing everything they can to optimize their product data for an online market. "Since COVID-19, data has skyrocketed in terms of its value," said Ho. "When COVID happened, we couldn't talk to anybody. We couldn't travel outside of our houses. We couldn't gather in groups to exchange ideas. Data was it. Everyone's experience was online, and online sales just went through the roof. Businesses were growing 30% to 60%, depending on the segment that they were in."

According to the US Census Bureau, e-commerce sales increased by 43% in 2020 when lockdowns kicked in and people were often required to shop from home. E-commerce went from $571.2 billion in 2019 to $815.4 billion in 2020; in 2024, online sales grew to $1.19 trillion.

"They say it takes 16 weeks to form a habit, and we had 52 weeks. We not only formed a habit; it's a muscle," Ho observed. "There's no going back. We're in the digital age. So data has exponentially become more important to every business." 

SD's mission is to assist manufacturers with data cleanup and housing. The more complete their data is, the more appealing resellers and distributors find it. Neither the manufacturers nor the resellers need to be PRI or SEMA members. There are perks to being a member, however. Resellers with business memberships get a subscription discount starting at $25 per month rather than $75 for non-members to receive product data (see sidebar for more details). Access to data cataloging tools and monthly support from data experts start at $99 for manufacturers. The pricing increases with the number of parts they carry. 

SD created a standardized system and a scorecard that grades a brand's data with one of four scores: bronze, silver, gold, and platinum. Manufacturers and SD use the scorecard to track their data progression, while resellers rely on it to identify the best data suppliers.

Previously, SD's scorecard was measured quantitatively. There would be 10 fillable "buckets" on the scorecard, and so long as all buckets were filled, a brand would receive a data excellence score. It was more about getting the buckets filled than making the buckets complete. However, even if the individual bucket's data wasn't thorough, SD gave enough slack to allow that company to receive a score, consequently blurring the roadmap for resellers who relied on that score to distinguish between brands with adequate data and those with pristine data.

That changed with the 2024 scorecard iteration. Ho decided the scorecard needed to carry more tangible impacts, so the SD team worked on new scoring criteria. "No more leeway," said Ho. "If you're using the same description in all these other boxes, that will not score you. For resellers, it's 180 degrees from five years ago when all the scoring was almost meaningless. Now, they really are looking at what brands are gold or platinum and relying on those scores to know who they can get the best data from.

"At the bronze level, the fields are at the minimum needed to set up the part number at any business in a POS system or a WD's ERP system. Part number, price, it's the bare minimum to get the part number set," continued Ho.

Silver expands on the bronze field with more detail. Adding another digital asset and filling another description field increases the score. Ho explained, "If you go to Home Depot's website and look at a refrigerator or something similar, you'll see some listings have all kinds of information, some attributes, measurements, or whatever. And you'll see others that have a picture and a minimum description. You get some concept of what you're purchasing. That's silver."

A gold rating will tack on more product information, such as a warranty, a prop 65 flag, a tariff code for international shipping, a video asset for the product line, and more. These key criteria have little to no exceptions in SD's standards.

For a brand to receive a platinum score, it must hit 100% in select bronze and silver fields and 100% of all gold fields on the scorecard. Data segments such as digital assets, descriptions, product attributes, pricing, vehicle applications, and regulatory information gather qualitative points. These are essential fields to creating the best product description for buyers, consumers, builders, and so on. 

DATA EXCELLENCE

When a company ranks gold or platinum, they are labeled a Data Excellence brand. Through the SEMA Data Excellence Awards, SD recognizes the work and steps taken to become a gold or platinum brand and celebrates the brands and manufacturers that have gone beyond the full completion and the rigorous work it takes within one's company. 

"Achieving data excellence requires diligence and commitment. We commend the manufacturers who have achieved this significant milestone that benefits the entire industry," stated Ho.

To receive a SEMA Data Excellence Award, manufacturers must score gold or platinum by August 1 of any given year and keep that score through the end of October. 

Reaching Data Excellence comes with its perks. Brands are awarded trophies at the annual SEMA Show in Las Vegas and receive widespread recognition through SEMA's digital media and social media outlets. The SEMA Show Banquet Program also features their names, plus they receive carpet ads in the Featured Products Showcase area and on the Show floor near their booths for extra brand exposure and recognition. But what does that mean to the PRI audience?

AFTERMARKET VS. PERFORMANCE

Some PRI members have argued that SD's services don't fit the racing industry and are better suited for aftermarket brands and their products over performance racing companies and shops. Ho disagreed, and that's why you'll see her and the SD team posted at the PRI Show in Indianapolis, hosting Ask the Experts sessions to educate PRI members on digital product data strategies for e-commerce.

"Racers still need the same information [as consumers]. Especially if they're new builders coming into the industry," said Ho. She explained how new, up-and-coming racers, engine builders, and such have not developed brand loyalty and spend time online scouring new brands and products. They're online more frequently, and "they're more eager to learn. They want to know the differences and benefits and how it can impact what they're building or how different components together will impact their build. So content is still invaluable as these newer builders are increasingly online."

It's not just Ho making the case. Industry veterans also emphasize the importance of standardized data in racing. Mark Dorman of CSF's Racing and High-Performance division, in Rancho Cucamonga, California, oversees the brand's product data and believes quality and complete standardized datasets are as imperative to the performance industry as in the general automotive aftermarket.

"Performance guys always want that extra information," said Dorman. "They want to know the construction type. They want to know what materials you're using. They want to know why [your product] is better than what [they're currently running]. They want more pictures because they care about how things look. They'll look at all the information, all the data.... They want all those nitty-gritty details, whereas your average consumer for replacement tires just wants to know are they the right size? Are they noisy? And are they going to last? Am I going to be safe with them? Those are the basics of what they want to know." 

Those extra details are critical for racers, especially with components like tires. The right compound and the right tread are pivotal to a racer. Providing that data helps differentiate a brand's products—for general consumers and expert performance buyers.

IMPROVING CUSTOMER SATISFACTION

CSF had a bronze SD rating when Dorman came aboard, meaning the brand's data met the repository's minimum standards. The unpolished data was causing an increased number of customers to return products due to listing errors or an inadequate description in the application. Understanding the link between good data and customer satisfaction from experience on the reseller side, he challenged himself to improve the score. 

"When I came on, I wanted to get our data score ranked up. It's the gamer in me who wants to get a higher score," said Dorman. "But I also knew the value of good product data, because as someone who worked for a retailer, we could share much better product descriptions from someone with good data versus someone with minimalistic data."

Simple product features and attributes go a long way toward damage control and minimizing brand dissatisfaction. Over time with help and guidance from the SD team, Dorman successfully brought CSF's data score to platinum, creating impactful significance.

"I can definitely say there are less mistakes and fewer inaccuracies on dealer websites," said Dorman. "For a while, we just had super-generic product descriptions and generic fitments, so people would get things wrong. We cleaned up a lot of that information, and now we have fewer product listing mistakes, and we have fewer customer issues."

Derale Performance in Los Angeles, California, also saw the benefits of improving its data score. Cameron Brandt noted a decline in tech-support calls after elevating the company's score from bronze to gold in just three months. 

At its bronze score, Brandt saw reoccurring calls from customers regarding clarification on part fittings, sizing, cooler BTU's, and other basic specifications. Improving the datasets could have saved the customer time by providing the reseller with better data. "A lot of these guys, especially on the PRI side, already know what they're on the lookout for and what [their application requires]. It's just being able to get that information to them in the easiest way possible," said Brandt. 

The information on Derale's website was thorough, but without quality data or standardization, it didn't always translate well across online retailers. Some manufacturers assume someone could simply search their website to confirm the part specs, compatibility, and so on. However, the data experts find the best practice is to have consistency across all platforms. In Brandt's experience, information could be skewed across multiple distributors and reseller sites when data is not standardized or complete. 

"That [product info is] on our website, and that makes it easy to get to," he explained. "But if someone's looking on Summit, JEGS, or wherever, they may not have had the same level of information. So now that it's been standardized [through SD], it's a lot more streamlined." Now, Derale's product information on reseller's websites properly reflects the data on its site. This allows tech support to focus more on customers with deeper technical questions. 

"You don't have one person answering the phone for the same question over and over anymore," said Brandt.

EASE OF USE

Companies that become SD members have an arsenal of tools at their disposal, including PartsHub, an easy-to-use data management platform ideal for smaller brands that may not have the most tech-savvy individuals overseeing their data.

"If you know how to describe your part, if you know what your part fits on, and if you know what to price your part, then you can [work the platform]," Ho noted. "It doesn't require any fancy tech or knowledge around the standards at all. You're just describing your product, and it creates standardized data."

In addition to the user-friendly platform, members can also leverage the SD data team whenever the need arises. "There are manufacturers we've signed up that are wonderful and committed, but they're also short-handed," Ho explained. "They have the information—they have it in their catalog or in their price sheets—but they don't have the manpower to put the information into the formats needed for SD to provide to resellers. That's where our data team comes in."

Brandt expressed ease of use regarding his personal experience with SD. He said, "I've worked with a few of the reps over [at SD] to walk me through everything and anything to make it more simplified so it's not an individual change for an item 500 times. Once you know the ins and outs, it's extremely easy."

He further shared that he previously would have dreaded the multi-day task of processing his company's upcoming pricing changes in the next few weeks. Knowing the database's functions, "I probably could do it in 20 minutes now," said Brandt. 

SD makes it easy to grow and succeed with a company's product data and improve digital sales. For people like Brandt, the cost-to-value ratio is unchallenging. "For what we've seen being able to improve our product information and what it saved in manhours, on phone calls, emails, and more, the tradeoff is definitely there. I would say it's well worth the investment that way," he concluded.

For more information on benefits, services, and cost, visit semadata.org to learn more and reach out to a SEMA Data expert.

Sidebar:

SEMA Data For Resellers

SEMA Data (SD) launched an updated Data Subscription program for resellers on April 1, 2025. For those who haven't yet tried SEMA Data, a 30-day free trial is available to evaluate the industry's best data. The "Launch" trial membership allows users to sample core features, including supplier data scorecarding. Preview SD's exclusive Custom Export Builder, which gives full control of export file formatting, search and request unlimited brands and activate up to 15 full file downloads, includes one live training call, and access to the video and documentation library. 

For just $25 per month for PRI and SEMA members, or $75 per month for non-members, those who use these SD tools on a low to moderate data usage can benefit from the Accelerate program. Data usage includes up to 50 instant file downloads, up to 75 file exports, up to 10,000 API calls, access to the eCommerce Plugin and API solutions, create and schedule global and AdHoc data file exports, and utilize the Custom Export Builder for unlimited field and formatting options.

The next step up is the Turbo option, which includes all Accelerate features plus filtered exporting that saves time by exporting certain makes or models, specific fuel types, and more, plus one hour API integration assistance. Data usage includes up to 200 instant file downloads, up to 1,000 file exports, and up to 100,000 API calls. This option is available to PRI and SEMA members for $75 per month, or $150 per month for non-members.

The top-of-the line option, called Mach, includes all the Accelerate and Turbo features plus the highest data usage amounts. Service providers included at Mach level include two-and-a-half more downloads, five times more exports, and five times more API calls. Data usage includes up to 500 instant file downloads, up to 5,000 file exports, and up to 500,000 API calls. This option is available for $150 per month for PRI and SEMA members, and $300 per month for non-members.

To join SEMA Data or to learn more, visit semadata.org.

To read more, sign up for a digital subscription to PRI Magazine on Zinio here.    

Once you download the Zinio mobile app or are logged into Zinio on a desktop browser, you will gain immediate access to more than a year's worth of content, including "Data Driven" here and more open wheel coverage in the May/June 2025 issue here. 

Sources
CSF
csfrace.com
Derale Performance
derale.com
SEMA Data
semadata.org

Transform your ride in a snap—and save—when you access the PRI Member Portal for member-exclusive discounts on Trim Illusion’s line of easy-to-install grille overlays, mirror covers and other trim accessories.

 

Not yet a PRI member? There's a tier for you! Learn more at performanceracing.com/membership.

PRI is not affiliated with, nor does it sell or thoroughly evaluate the products, services, and companies listed. PRI provides this information to PRI members for their evaluation and consideration and does not endorse or sponsor any company, product, or service. PRI takes no responsibility for, and makes no representation, warranty, or assurance as to the accuracy, quality, reliability, or completeness of the products or services offered.

How regulations aim to keep sprint car racing in check.

Race teams will go to extreme lengths to find a competitive advantage. The best engineers, builders, and crew chiefs are often renowned for their ability to exploit the margins of the rulebook—maximizing the infamous "gray area" to find speed.

Meanwhile, sanctioning bodies face the arduous task of effectively regulating racers to maintain fair competition without inflating costs or drastically widening the gap between large and small teams. This is a challenge for all race officials, but especially those involved in regulating the wild world of 410 sprint car racing.

"A lot of people try to compare what we do to NASCAR," said Tom Devitt of World of Outlaws, Concord, North Carolina. "But [this] is much tougher. NASCAR has to worry about 40 cars. We have to worry about 400 to 500 cars across the country and a guy building something in his garage." 

Powered by a methanol-burning, 410-cubic-inch engine capable of 900 horsepower, a winged 410 sprint car is a monstrous machine. Getting these race cars hooked up to an ever-changing track surface is a nightly struggle, but that's the dynamic and thrilling nature of dirt track racing. Every team is searching for any possible advantage, on any given night. 

The stakeholders are varied, involving media partners, builders, teams, drivers, tracks, and sanctioning bodies ranging from local to national touring series. While there are various regional and local sprint car series throughout the country, at the pinnacle of the sport you'll find the long-standing World of Outlaws and the newly formed High Limit Racing, which completed its first season in 2024. With many stakeholders come many opinions about rule directions, and every potential change carries some element of risk. 

"It's hard to make a rule change and absolutely know it's going to help anything," said Mike Hess of High Limit Racing, Mooresville, North Carolina. "You can talk to a lot of people and create a lot of theory toward helping or making something safer, but until you actually do it and put it in a test, you probably don't know."

For the 2025 season, both the World of Outlaws and High Limit Racing are implementing various rule changes. Some align, while other changes differ...

To read more, sign up for a digital subscription to PRI Magazine on Zinio here.    

Once you download the Zinio mobile app or are logged into Zinio on a desktop browser, you will gain immediate access to more than a year's worth of content, including "Rules for the Unruly" here and more open wheel coverage in the May/June 2025 issue here. 

One of road racing's most successful drivers retired from a 30-plus-year career to become the new president of Trans Am.
 

Andy Lally closed his 30-plus-year road racing career at the Rolex 24 At Daytona this past January, a race he has won a remarkable five times. The three-time IMSA champion in prototypes and GTs then stepped into his new role with Parella Motorsports Holdings (PMH) as president of the Trans Am Series Presented by Pirelli. Lally will report to PMH Chief Operating Officer Michael Printup.

Born and raised in Northport, New York, on Long Island, Lally can also count four victories in the Six Hours of The Glen, along with victories in the Petit Le Mans and 12 Hours of Sebring. He had more than 80 starts in NASCAR's top-three series and was NASCAR Cup Series Rookie of the Year in 2011. He made his Trans Am debut at Lime Rock Park in July 2017, driving to victory alongside Brent Crews in the inaugural SpeedTour All-Star Race.

Lally's love of speed on wheels started as a young boy rolling his Big Wheel down a grassy neighborhood hill. "It was quite a long journey of later trying to convince my parents that it would be okay for me to get a go-kart," he told PRI.

That happened in 1987, when he was 12. "That was my introduction to racing. I knew right away that that was the only thing I wanted to do. Even though I played ball sports and was good, my parents eventually saw that racing was the first thing that I had fully dedicated my focus to. Without their support, none of this would have happened."

PRI: What was your earliest memory of auto racing as a kid?

Lally: Watching on TV. The first race that I was completely enthralled in was the 1988 Budweiser at the Glen, watching that track battle between Ricky Rudd and Rusty Wallace. That was NASCAR on a road-race course. I had already been a NASCAR fan, but that got me hooked all the way.

PRI: What exposure to Trans Am did you have before taking this role?

Lally: I was a Trans Am fan from the early 1990s, and many of the races I did coming up the ladder were partnered with Trans Am weekends. I always wanted to do it and got my chance in 2017 to race at Watkins Glen. We got the pole and won the race. I did it again at Lime Rock Park in 2021. I've also done a TA2 Series race. I'm very familiar with how the cars are to drive, and especially how much of a help the TA2 side can be to young drivers.

PRI: What are immediate plans for this season?

...

To read more, sign up for a digital subscription to PRI Magazine on Zinio here.    

Once you download the Zinio mobile app or are logged into Zinio on a desktop browser, you will gain immediate access to more than a year's worth of content, including "Newly Appointed" here and more open wheel coverage in the May/June 2025 issue here. 

Attendees at the 2025 PRI Show--December 11-13, downtown Indianapolis--are prequalified members of the motorsports industry from all forms of auto racing. Ensure that your brand is represented at the world's largest gathering of motorsports professionals by securing a booth space now.

 

 

Securing your booth space is the first step toward success at the PRI Show, which presents an unrivaled opportunity for racing industry professionals to drive sales, meet new clients and increase brand awareness, December 11-13, in downtown Indianapolis.

Exhibiting at the PRI Show offers a myriad of benefits to your brand:

• Increase Your Brand Awareness: Whether you are an established brand or looking to break into the motorsports market, exhibiting at PRI is the best investment to advance your brand goals.
• Connect With Your Customers: See existing customers and connect with them on the Show floor. Determine their business needs and use this opportunity to strengthen relationships.
• Expand Your Sales Channels: Take your products to new markets, whether through retailers, distributors or other sales channels, expanding your brand's reach domestically and internationally.
• Introduce New Products: Ensure your latest and greatest products are seen by a large audience of potential customers at the PRI Show.

To reserve a booth at the 2025 PRI Show, visit here. For more information on why to exhibit, visit performanceracing.com/trade-show/exhibit.

The 2026 NASCAR Championship Weekend, featuring the NASCAR Cup Series, NASCAR Xfinity Series and NASCAR CRAFTSMAN Truck Series, will be held at Homestead-Miami Speedway, Florida, as NASCAR moves to a new rotating model as part of an effort to ensure that the season-ender is shared amongst NASCAR's marquee venues and key markets.

The South Florida track previously hosted the NASCAR Championship from 2002 to 2019. NASCAR Championship Weekend at Homestead-Miami Speedway will be held on November 6-8, 2026, series officials said.

"Homestead-Miami Speedway has a history of competitive, championship racing that will provide nostalgia for veteran drivers and fans and exhilaration for NASCAR's new generation," said Ben Kennedy, EVP, chief venue and racing innovation officer. "As we move forward, the rotating model will provide new challenges for competitors as well as opportunities for unique venues to host our loyal fans at NASCAR Championship Weekend."

Phoenix Raceway, which has hosted the season finale since 2020, will remain in the Championship Weekend rotation, and will continue to host two Cup Series race dates and be a part of the NASCAR Championship by hosting a prominent race in the Round of 8 in the NASCAR Playoffs. 
For more information, visit nascar.com.

High Performance Manufacturing has acquired Moscow Mills, Missouri-based drag-racing chassis and components manufacturer Jerry Bickel Race Cars (JBRC).

According to an announcement made on the company's Facebook page, JBRC will continue operating under the JBRC brand to produce chassis and components for a variety of classes.

"JBRC will continue operating under the same trusted name, with the same commitment to performance, precision and customer service that has defined our reputation in the drag racing industry," the company said in a statement. "This transition marks the beginning of an exciting new chapter focused on strengthening our legacy, expanding our capabilities and continuing to support racers at every level."

For more information, visit jerrybickel.com.

Image courtesy of Jerry Bickel Race Cars

Meyer Distributing Canada has opened a new location in Winnipeg, Manitoba, Canada.

"Our Winnipeg expansion highlights our ongoing commitment to bringing Meyers best in class inventory right to the doorstep of our customers," said Patrick Lavallée, Meyer Canada's sales manager for Western Canada. "From traditional automotive accessories to specialty commercial and collision parts, Meyer has you covered. Call us today at 800-456-3451 for English or 866-457-6225 for French, and let us help you expand your offerings and diversify."

"We are very excited to connect Manitoba and Saskatchewan to Meyer truck service," said Jeff Braun, CEO of Meyer Canada. "From Winnipeg to Brandon to Regina to Saskatoon to Prince Albert and more--our drivers are coming to you. When we can pick up returns while dropping off new orders and handle big and bulky parts ourselves, the quality of service is just much better."

For more information, visit meyerdistributing.com.

Old World Industries (OWI), the Northbrook, Illinois-based parent company of PEAK antifreeze and BlueDEF, has acquired J&J Lubricantes, a manufacturer and distributor of automotive coolants, oils and other lubrication products based in Monterrey, Mexico.

The acquisition expands on the two companies' 25-year partnership and unlocks new growth potential across Mexico for OWI, company representatives said, including the local manufacturing and distribution of OWI's flagship products. Additionally, the acquisition will allow OWI to better address customer needs in the Mexican market, according to the company.

This local presence will bring improved lead times, speed up the time to market for new products and enhance support for customers, the company said. Additionally, OWI aims to introduce products that meet regional demands by expanding its distribution footprint, packaging updates, formulation improvements and new technologies.

"We're excited to grow with our customers and take a bigger role as the right solutions provider for quality coolants, DEF, oils and other lubricants in Mexico," said Greg Noethlich, CEO of OWI. "We are continuing to invest in bringing quality products and technologies with simplified supply chain solutions to our customers."

For more information, visit owi.com.