Let me begin by noting that this is an opinion piece on why everyone had better think about attending industry shows, especially SEMA/APPEX. To be clear, I am not affiliated with any industry show or their management. Nor is this in any way to be construed as a promotion or endorsement for a particular show.
It is convenient for everyone in the supply chain that by SEMA/APPEX has become a darn good repository, if you will, and a fairly good cross section of supply options in one place at one time from around the globe once a year right here in the U.S.
While it is not all encompassing, if you allow yourself and your team the chance to think and expand off of what you see at the event, you can leverage off of the platform to gather the most intelligence for and about your business. And you don’t have to go on a worldwide tour to learn it all.
If you are serious about protecting your business, market share, intellectual property, and/or are just trying to see what is going on in the global marketplace, the event is worth the investment of time and money. Especially if you want and expect to be in the business for any period of time.
I believe SEMA/AAPEX is one of the best places in North America to, every year, see, touch, feel and gather intelligence on what is happening in the industry, and not just for the aftermarket. It is a good 10,000-foot view of the world we all live in.
Different viewpoint
Being involved as a supplier to the industry, I also have a much different viewpoint. You can go and see what global supply chain has in store for you. From LCC (Low Cost Country) competitors, knock offs, the gambit of labels. Or you may find one good legitimate business partner to grow your business in a positive way.
Let’s say you are in the wheel industry and make the best steel wheels known. Your company has patents and proprietary methods for your product. Your company has great market share and is prominent in the industry.
It is a darn good bet that there is someone at the show who is or has made “your” product and is supplying a copy of it to the aftermarket.
As a manufacturer, you have the role and responsibility to defend your turf and your products. It is your life and how you choose to survive in the business world or die is up to you.
Copy cats
Each year I always find some “infringement.”
A major heavy duty truck OE’s body parts – some of which I know are still covered by design patents – are prominently and proudly displayed for sale to anyone who wants them. I noticed a complete hood assembly for sale, complete with the trademarked.
Why should this be a concern? Because it means lost money for the aftermarket side of their business. Lots of money. Not only in domestic market but in second and third tier countries for repair parts.
Also, it is in violation of patent law and loss of protection if no one fights it.
If you don’t defend tour patents and protection you are allowing it to happen and you are giving up your rights and sales dollars.
Need a replacement grille covered by a design patent? How many and which truck OEM would you like to buy? They are all are at SEMA/APPEX. One booth had on display replacement grilles from everyone from light truck to heavy duty.
Filters
Let’s talk filters. One national brand well regarded in the industry was “represented” at the event. It had “their” filters on display with “their” name on them. I know for certain this company only manufactures domestically yet this was in an LCC-based booth, and the company was not in attendance in the booth.
Free money for the “will fitter” and none for the real manufacturer. Among the consequences: warranty issues for the real maker/owner down the road.
Whether it is against my company or my competitors, I have concerns about all this. If someone is knocking off the “big” brands, it’s other a matter of time until other products get “copied.”
How long do you let someone erode your business? Your marketplace? Your hard work? Your name? Your reputation?
Help
The show staff and all involved are there to help you combat the previous issues. The U.S. Immigration and Customs Enforcement and its agents are there with their own table and enforcement staff to help you on the spot.
They don’t and can’t know every patent or trademark in existence. You need to help them and give them the ammunition to shut these types of things happening off at the source. This is and can be an opportunity, not a problem, so please view it as such.
Also, there is the opportunity to help your business as there are many great reputable sources to help you source parts or products. They have integrity and are honorable to work with.
Ask questions
If you are buying something, anything, ask for information – the who, what, where, why, when and how.
- Who makes it?
- What exactly is in it? (Materials, construction etc.) Never ignore the total cost of ownership – from cradle to grave. How much does it cost to really do the job one time with quality parts and tools versus reworking several times because of the use of less than OEM parts, plus all of the potential pitfalls that come with it?
This includes liability, labor and possible injury of doing it a job multiple times instead of just once, which results increased downtime, missed deliveries, damage to a compnay’s reputation, ancillary damage from part failure and so on.
- Where is it made?
- Why is it so cheap or such a “great” value?
- When did the company start making the product, or get into business or distribute in the way it does? Keep in mind the old adage: If it seems to be true, it mostly likely is.
- How will I get warranty or service and representation from the company when/if there is ever and issue? What about training and product support?
What are your thoughts and opinions?
James Ray is a long-time figure in the automotive and heavy truck and trailer Tier 1 tier supplier arena.
