Driving Innovation:
Highlights from SEMA 2024
By Mark Mnich, Principal with contributor Brent Burchfield, Sr. Mechanical Engineer
Priority Designs’ team members Mark Mnich (Principal) and Brent Burchfield (Sr. Mechanical Engineer) attended the SEMA Show in early November. With a claimed attendance of 160,000 people, over 2,400 exhibitors, and more than 1,500 vehicles on display, it’s nothing short of massive.
So, what’s the draw for a product development company like PD? Plenty! Sure, it’s a paradise for gearheads (and yes, they both qualify!), but it’s also an excellent place to explore the latest and greatest tools—a product category we’re deeply invested in.
And that’s just the start. There were off-grid vehicles like Earth Roamers that could help you survive a nuclear winter, tricked-out exotics, and high-performance builds that can burn rubber until the tires melt. SEMA also offered educational seminars on cutting-edge topics like battery technology and EVs, as well as an impressive student project from Clemson University—a semi-autonomous search-and-rescue vehicle (#DeepOrange).
Oh, and did we mention tools? Here are a few highlights.
Tools
Vehicles require service, and service typically demands skilled technicians with specialized tools. Hand and power tools are familiar territory for Priority Designs, and there was no shortage of companies showcasing new products in this space at SEMA. Milwaukee Tools had a strong presence, as did Harbor Freight with their HERCULES brand, along with FLEX Tools, Ingersoll Rand, and GEARWRENCH.
Battery power is everywhere now, and concerns about achieving sufficient torque have been put to rest. While run time can still be a limitation, multi-port charging stations are stepping up to address the issue. It was also encouraging to see discussions around customer-focused innovations, such as reducing vibration to prevent repetitive stress injuries. Battery-powered tools are here to stay, but it’s essential to choose your system wisely, as cross-brand compatibility isn’t an option.
Hand tools are facing a new challenge: high voltage! For those working on EVs, tools must be insulated to ensure safety. Wiha stood out with a comprehensive range of insulated tools, and their premium pricing makes sense when you consider the additional materials and processes required to meet safety standards.
"Battery power is everywhere now, and concerns about achieving sufficient torque have been put to rest."
Training with VR
Brent tried a VR training system from Fuji Spray designed to teach proper painting techniques. The interface provides real-time feedback on factors like distance and coverage, even simulating imperfections such as orange peel or runs if you apply the paint too heavily. This is an excellent application of VR technology, as the spray gun and hose replicate the tools used in actual painting. The environmental benefits of this system are significant, minimizing waste and eliminating the need for harmful chemicals during training.
Overlanding
Dozens of companies showcased products like roof racks, recovery tracks, lighting systems, roll bars, winches, and roof-top tents—the list goes on. Durability and lightweight design are essential in this space, but there’s also a growing emphasis on design sensitivity. Many products now feature modular, adaptable systems that fit seamlessly into various lifestyles, whether for mountain biking, camping, cooking, or rescuing your buddy’s vehicle from a stream.
"This is a booming category that has seen massive growth since COVID. It seems everyone wants to explore the outdoors—or at least look like they do! The Toyota Tacoma has become the poster child for this trend… OK, OK, I can feel daggers from the Jeep community!"
EVs vs ICE
While EVs (electric vehicles) are the focus for many automakers and aftermarket converters, it was interesting to see a petroleum giant like Chevron embracing renewable fuels. Their large display was strategically positioned near the Future Tech Studio area in the Central Hall—the epicenter for EV innovation.
A Chevron representative shared their perspective on the future of powertrains as an “AND” world, meaning both EVs AND ICE (Internal Combustion Engines) will coexist. Batteries, while groundbreaking, still face challenges: they are heavy, costly, environmentally taxing, thermally sensitive, and offer limited range, making them inefficient for certain applications—aviation being a prime example.
Renewable biofuels have a long road ahead in terms of development, but it’s encouraging to see major petroleum companies investing in these advancements.
Wraps
Another massive trend at SEMA was vehicle wraps. Dozens of companies showcased unique, high-quality finishes that stood out. There’s also an important environmental angle here: wraps and films don’t require spray booths, which virtually eliminates the need for thinners, reducers, or other ozone-depleting VOCs.
The options seem limitless—chrome-like finishes, color-shifting hues, and even animal prints, if that’s your style. However, applying wraps is no easy task, and there’s still room for innovation in both materials and application tools. If you’re dreaming of customizing your Cybertruck, this might just be the perfect path!
Conclusion
Attending the SEMA Show provided an incredible opportunity for Priority Designs to immerse ourselves in the latest innovations shaping the automotive and tools industries. From cutting-edge tools and sustainable solutions like EV advancements and renewable fuels, to emerging trends in overlanding and vehicle customization, the event showcased a wide spectrum of innovation and creativity.
Events like SEMA not only fuel our passion for innovation but also keep us inspired to create solutions that meet real-world challenges. Whether it’s exploring advanced tools for technicians or discovering new ways to connect with the outdoors, SEMA left us energized and inspired. We can’t wait to see what next year’s show has in store!
About The Authors
Mark Mnich, Principal
Mark is fascinated by the Overlanding category, where design and engineering are driven by user needs. His background and hands-on experience make him a credible voice in industrial design. A lifelong motorsports enthusiast, Mark grew up enjoying cars and motorcycles, and remains passionate about working on them. In his 28-year career at Priority Designs, he’s had the opportunity to work on numerous tools and automotive aftermarket products, making the SEMA Show a perfect fit for his professional and personal passions.
Brent Burchfield, Sr. Mechanical Engineer
Brent’s passion for high-performance solutions fuels his interest in cutting-edge tools, materials, and innovations that push the boundaries of design and engineering. At SEMA, he embraced both the professional and kid in him, soaking in everything from EVs to VR, leaving him inspired with fresh ideas.