WITH three prominent areas spread around the multi-building venue, Meguiar’s occupies a huge slice of SEMA real estate. One outdoor area features the impressive Meguiar’s B-double semi showcasing the full product line-up along with a number of totally drool-worthy machines. The other outdoor area is Meguiar’s Car Crazy Central hosted by Mr Infectious Smile himself, Barry Meguiar. Now in its 11th year, Car Crazy TV is a SEMA institution that’s broadcast live throughout the venue. Guest wise, Barry pretty much has his pick of industry royalty and superstar celebrities along with epic SEMA builds, making Meguiar’s Car Crazy TV a major SEMA highlight!
The imposing indoor display is equally impressive. For 2014 it included a stonking Mercedes SLS AMG and one of SEMA’s most talked about machines; Steve Tornari’s incredible 1967 Nova; the current Goodguys Street Machine of the Year and Ridler Great Eight Finalist. Not only did the Nova’s mere presence blow people away, it was actually being used as a demo mule for the latest Meguiar’s paint correction products! Normally such demos are undertaken on some random bonnet, not on a world-renowned show car! Similar demos were also being carried out on the SLS, taking its already superb paint to the next level. But wait there’s more, Meguiar’s has a massive SEMA involvement that starts well before it even kicks off. A small army of Meguiar’s representatives use the legendary range of products to transform a host of other exhibitor’s machinery into mind-blowing show stoppers. As Owen Webb states, “We own SEMA.”
SEMA. Las Vegas: Automotive Wonderland
SEMA 2014 was absolutely huge by any measure. “Busiest I’ve ever seen,” says Owen Webb, MotorActive Business Development Manager. “There were more traders, more displays, more people. Everywhere you went it was packed.” Nathan Jones, MotorActive Brand Manager for ColorSpec, Designer Wraps and House of Kolor, agreed: “It was a nightmare photographing cars or trying to get anywhere.” Although technically a trade event, the immense media coverage SEMA receives has made it America’s pre-eminent automotive show, with around 1500 stunners on display from all the top builders. Exhibitors go all out, packing their stands with the most extreme, the most outrageous or the most stunning, cover-worthy machinery in an effort to attract maximum attention.
“You could get up close, stick your head inside and have a good look,” says Nathan. Another popular attention-grabbing tactic is the celebrity appearance. SEMA publishes a day-by-day schedule, which is 24 pages long! And that’s just the tip of the iceberg. There’s also all the product launches, major announcements, new product demos, drifting exhibitions, jumping stadium trucks, seminars, official functions and of course the no-holds barred after parties. Meguiar’s and House of Kolor are icons of the $US30-billion American speciality equipment market, making SEMA their natural stomping ground. Understandably, both had an unmissable presence at this mecca of American car culture.
Story CRAIG PARKER | Photos ALASTAIR RICHIE, NATHAN JONES