"The site is a strategic component of the recently announced SEMA Consumer Awareness Program," commentes Charles R. Blum, president of SEMA. "We are pursuing a resourceful approach to marketing our members' products by reaching out to mainstream consumers. They are definitely potential customers for a broad spectrum of specialty accessories and related merchandise, and yet they represent a significant population of customers who have never purchased an aftermarket part or accessory."

Chris Horn, SEMA vice president of the Consumer Affairs Division, explains the purpose of the new consumer Web site: "We'll introduce tens of thousands of consumers to the full spectrum of accessories offered by SEMA-member companies. There'll be no 'hard sell' on enjoythedrive.com; the site is being designed to both inform and entertain visitors. At the most basic levels, the SEMA consumer Web site will explain the kinds of aftermarket products available, their value in applied uses, and why a motorist would want them.

"The site features an interactive customizer," he reportes. "It allows visitors to the site to 'try the products on for size' by outfitting various kinds of vehicles with common aftermarket accessories. The customizer showases several different vehicle types: an SUV, import car, off-road vehicle, 'street truck,' muscle car, street rod, and a restored vehicle. It's fun and it speaks to our principal goal of making cars and trucks of all kinds more enjoyable with the addition of SEMA-member products."

Horn said one of the most valuable features of the new SEMA site is a link to SEMA's member companies' Web sites. "Consumers will want to know where to get the merchandise, so we'll help them connect with the appropriate sources. Also included will be information about online and retail sources for aftermarket equipment. A glossary will also be included, making it easy for users to learn what a particular part does and why it's beneficial. Another section of the site will be used to answer frequently asked questions, including such topics as warranty concerns and the legality of certain modifications."

An attractive and unique feature of enjoythedrive.com is an "Ask the Experts" section, answered by SEMA-member companies' specialists. The inquiries and responses will be posted online. A discussion forum will be another highlighted feature of this area, along with a place for individuals to post photos of their personal vehicles.

A special section of the site will be devoted to enthusiast topics. Here they will be invited to list car club activities and event schedules of their choice. A more advanced "Ask the Experts" section and calendar of major automotive events will also be included for the enthusiasts as well as targeted discussion forums.

The new SEMA Web site will be a valuable tool for motorists eager to protect their hobbies and sports against the threats of unreasonable regulation and legislation. Both mainstream consumers and enthusiasts will be able to e-mail letters to elected representatives at both federal and state levels at the click of a mouse. Users can support favorable propositions and regulatory proposals or denounce those that are contrary to the progress of their automotive hobby or sport. The site will help empower consumers in their efforts to protect fundamental freedoms related to automotive issues. As such, the Web site is an extension of the successful SEMA Action Network, an outreach program that encourages and assists members of car clubs on behalf of automotive hobbies and the industry.

Educating consumers is a main feature of the SEMA site, but it will also be a reserve of extensive data as a result of responses to periodic online surveys — the information will be shared with SEMA-member companies. "It will be viable and, in some cases, it will contain very exclusive details about market trends," Horn said. He noted that as this section of the site is refined, more and more specific data will be made available, including product sales trends by geographic regions and demographic profiles.

The second phase of the SEMA Web site, scheduled for activation during 2000, will include a unique interactive product database. "A consumer will be able to enter his vehicle year, make and model of his or her vehicle to learn about all the safety, styling, comfort, convenience and performance-enhancement components available for it," Horn said. "SEMA members will have the opportunity to populate the database with specifics on the products they offer, as well as update the database at their convenience."

Horn continues, "Also included in the second phase will be information on careers in the aftermarket. High school and college students with an interest in the automotive industry will be able to surf the Web site for postings about career possibilities in the automotive aftermarket. Various types of jobs available, companies offering those positions, training program options-will all be posted in this section. It will be an invaluable service to SEMA's business members, the entire automotive aftermarket and mainstream consumers as well."

Link for more info: www.enjoythedrive.com