SEMA studies Aussie Ranger

SEMA, the famed non-profit association that represents the massive US vehicle customisation industry, has taken delivery of an Australian-specification right-hand drive Ford Ranger Wildtrak as part of its new strategy to educate its members about the opportunities here.

The Ranger is based at a SEMA facility in Los Angeles and is available for its member businesses to study for the development of parts.

The purchase of the Ranger was confirmed to motoring.com.au by SEMA’s international and government relations senior director Linda Spencer. It adds to an inventory at what’s called the SEMA Garage that also includes a left-hand drive 2016 Middle East-specification Toyota HiLux.

“This is our first vehicle that is Australian specification,” Spencer said. “We are only interested in dual-cab and 4x4 and that has come from Thailand.

“We can surface scan the vehicle and we schedule measuring sessions, so companies can come in and do measuring sessions.

“Because we own it they can take things apart although they have to put them back. The idea is when you own it you have more flexibility to get into it.

“With all the vehicles we have, hundreds of companies come in, which is exciting. They can also trailer it to their own shops if they find that easier.

“But the idea is to make export-ready products.”

Buying the Ranger is the latest step in a drive into the Australian market by SEMA, the Specialty Equipment Market Association, which has more than 6600 member businesses, including some from Australia, and conducts the world-famous trade show in Las Vegas each year.

SEMA conducted a business study tour to Australia for US businesses last May, which included visits to local industry members such as performance legend Rob Herrod.

Representatives from 20 companies including legendary US tuning house Roush Performance came on that trip. Since then Roush has confirmed to motoring.com.au its intention to move more aggressively into the Australian market on the back of the local success of the Ford Mustang.

SEMA will conduct another Australian business development program in May 2017.

SEMA’s interest in Australia comes at a time when local customisation is also showing signs of growth as local manufacturing winds down. Prodrive Racing Australia recently launching the Tickford brand via a package of Ranger cosmetic and performance modifications (pictured).

The Ford Mustang has also triggered widespread Aussie modification off the back of US tuning programs

Spencer acknowledged the Australian market was mature and crowded and a different proposition to places such as China and the Middle East SEMA is investigating, which are developing markets.

“Yes, it is different, but a lot of companies in this industry are rather small and they don’t need $50 million orders,” Spencer said.

“So far we have had loads of off-road interest from both sides (Australian and US), loads of performance interest both sides and loads of hot-rod interest both sides.”

Spencer said the wide-ranging types of vehicles in Australia made it a worthy market to investigate. She insisted the end of OEM production didn’t act as a trigger for SEMA’s interest, or help or hinder its Australian investigation.

“I don’t see that as a major issue,” she said. “Look at the off-road business, how is that going to change? The fact is you get the widest array of vehicles so you have a lot of the American vehicles, you have old American vehicles … but then you have all these other vehicles.”