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Predictions & Industry Insights from the 2022 SEMA Show
Our crew was at the SEMA Show recently & from it, we’ve come up with a few predictions for 2023. We also have some hot industry insights for you to look at.
Overlanding Portfolio Expansion
MHD predicts that Overlanding Manufacturers like Overland Vehicle Systems (OVS) will begin to offer "non-Overlanding" equivalents of their popular products specifically designed for racing (all types), race fans and outdoor sporting and events spectators.
Adding these products to their portfolio will dramatically expand their total addressable market (TAM) and help them tap into new buyers with large amounts of disposable income willing to pay for convenience and comfort.
At Motorhead Digital, we have experienced this first hand with our Orange Raptor outfitted with a 270° Awning from OVS.
We replaced our 10’x10’ EZ-UP canopies with the OVS Awning attached to our Raptor's bedrack. Because it's self-contained, 1 person can set it up in less than 5 minutes. It doesn't need to be "secured" to the ground like pop-up canopies. It has zip-in walls for additional protection and is an awesome addition to our vehicle.
Every time we used it at Watkins Glen International for our GRID Marshall Basecamp or at car shows and events, we had dozens of inquiries about it.
Awnings are just the beginning, too, as we see a need for "viewing platforms" - think rooftop tent without the tent, convenience items like storage, tables, workspaces, lighting, cooking, and protection from the elements.
Manufacturers that move quickly into these new markets (mid-2023) will enjoy a distinct "thought-leadership" advantage in 2023, with more companies joining in 2024.
Car Show And Racing
Watkins Glen International - GRID Marshall Basecamp
Bro-Dozers Become “Tonka Donks”
MHD predicts the wildly popular lifted trucks with massive wheels, tires, and obligatory train horns often referred to as bro-dozers will get a new name – “Tonka Donks.” This name change will align them with their smaller siblings - Donks and Hoonidonks.
This will lend more credibility to this class of vehicles while softening the often sarcastic or derogatory reference associated with bro-dozer.
We don’t predict the elimination of “Bluetooth Driveshafts” in Tonka Donks for the foreseeable future though.
HOONIDONK
Photo By: Dean Heckman
Photo By: Dean Heckman
Photo By: Dean Heckman
Photo By: Dean Heckman
TONKA DONKS
Consumers Are Getting Tired Of The EV-Push
We spoke to dozens of attendees, SEMA Education presenters, and TV Personalities about Electric Vehicles, and 100% of them said stop jamming Electric Vehicles down everyone’s throats and let consumers choose what they want to drive.
Most of them also stated that “they wouldn’t even consider an EV because of misleading marketing and news coverage.” They simply don’t buy into the narrative - the “EV-Push”.
Some of them said that given equal marketing attention, they would consider an EV for specific use cases - but not necessarily as their daily driver or work vehicle.
They want the option to choose between different platforms, including ICE, ICE-hybrid, Hydrogen ICE, Hydrogen-hybrid, and EV.
Hopefully - the government, manufacturers, and media will listen.
