2021 SEMA Show: The good, the bad and the crazy

As I walked through the SEMA show this year, I heard rumblings from so-called industry pundits that the show was a bust – it was too small, there weren’t as many vendors and new products, and the overall feeling was sedate. My reply to those naysayers is, “Quit your bitching!”

I’ve been attending SEMA since 1995, and while it is true that event seemed a bit quieter than in pre-pandemic years, 2021 attracted more than 100,000 exhibitors, buyers, manufacturers and media attendees. There were thousands of modified cars, trucks, rat rods and overlanders, demo drives in the new Ford Bronco and drift cars, and just about anything else a died-in-the-wool gearhead could love. Also debuted, was the new West Hall, a 1.4-million sq ft building dedicated to SUV, off-road and adventure travel.

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Where the 2021 event struggled was with the ongoing global travel restrictions, which limited the number of international manufacturers and new products. But we choose to look at the glass three-quarters full rather than a quarter empty, and will be focusing cool rigs, a few new OE offerings, and new trends in the off-road industry. At the end of the day, we extend big kudos to SEMA for having the guts to jump in the rink and kick COVID in the arse.

NEW PRODUCTS & TRENDS

We will admit that the ‘new products’ category was a little thin this year, but there were a few that caught our attention. Another thing we noticed was the continued North American trend toward tag-a-long caravans. The Aussies have embraced this method of travel for years, and there were at least a dozen manufacturers with new offerings.

Redarc, purveyor of premium electronic products, has introduced its 120W suitcase-style solar panel. This handy power station can be transferred to any vehicle or location, and when ordered as a kit, includes a five-metre cable with Anderson connectors, and a charge regulator.

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Dometic recently debuted the PAC H50 aluminum storage bins. These sturdy insulated boxes snap-closed with waterproof seals, are stackable and accept Dometic’s handy food-storage containers.

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There are a lot of expandable awnings on the market, but James Baroud’s Falcon 270 includes an entry port to your rooftop tent. It can be attached to the door to provide weatherproof access from your shaded camp area to bed.

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Looking to improve upon tabletop culinary tools, Overland Vehicle Systems has introduced the stainless-steel Komodo Camp Kitchen. Folding out from the mainframe is a gas grill, coal/wood burning cooker, utensil drawer and large workspace.

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Deviating from the traditional Jeep trailer, Hinkley Overlanding is now offering an option for the UTV market. The pint-sized Goat has room for a 45-litre fridge-freezer, water and propane systems, extra gear and a rooftop tent. On the other end of the spectrum is Black Series’ HQ12 which can sleep four adults, has a stand-up shower, full galley and an overhead pop-top tent.

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FROM DETROIT AND THE WORLD

The OE’s never fail to woo us with new models and/or exotic concept vehicles. Their engineers spend the year crafting wild ideas, often pushing the limits of technology or delving in to their off-road heritage. In either case, they never fail to entertain and inspire.

The Jeep Wrangler Overlook, which features three-row seating and custom overhead windows, looks like it should be trekking across Africa in search of big game. Down below is a JPP suspension with Fox shocks, wrap-around armour, and Black Rhino wheels with BFGoodrich KM3 Mud-Terrains tyres. Up front is a Warn winch and heaps of LED lighting.

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Just when the world has nearly forgotten about Hummer, the brand is making a comeback with a full EV SUV and pickup. While these stats are highly speculative, General Motors claims it will have a range of up to 560km, produces 619kW (830hp), an axle twisting 15,592Nm of wheel torque, and four-wheel steering.

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Chevy’s Beast concept leaves little to be desired in the world of wild-and-crazy. Under the bonnet is a supercharged 6.2-litre LT4 V8 (485kW-881Nm) attached to a 10-speed automatic. Down below is a 4-link suspension with 15.5 inches of travel, remote reservoir shocks, beadlock wheels and AMP mud-terrain tyres. Baja Designs LEDs light the way, while Recaro seats and four-point harnesses keep occupants secure.

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Ford took a different approach with its XLT Supercrew FX4 Ranger. With a focus on ultimate reliability, they left the 2.3-litre EcoBoost mill and 10-speed automatic alone, but worked with Superlift on a six-inch suspension that could tackle the toughest terrain. Milestar Patagonia MTs on Raceline bead locks provide traction, Rigid LEDs ride on a Racktec Phantom roof rack, and up front is a Warn winch and Factor55 thimble.

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Heading down the overland path, Toyota featured its Tacoma-based Tacozilla, a micro house on wheels. The colour scheme hails from the 1980’s SR5, a supersized version of the classic Hilux Sunraider. It includes a bathroom, kitchen, refrigerator, dual Optima Yellow Top batteries, heavy-duty TRD suspension, and General Tire Gabber X3 tyres.

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BEST OF SHOW

One of the main attractions at SEMA is the technology, or lack thereof, that goes in to the display vehicles. While many begin blending in to a collage of repetition, we’ve selected a few that stood out.

WATCH THE VIDS IN THE GALLERY

We’ll start with Bestop’s Electric Blue Wrangler. Built by Tony Carvallo, responsible for many of Jeep’s Moab concepts, it has all the normal bells and whistles (Warn winch, Metal Cloak suspension, Method Wheels, etc.), but what caught our eye was the pulsating paint job. Wrapping the vehicle with thin layers of conductive material over the paint, then covering it with blue-tone clearcoat, when electricity is introduced the material illuminates intermittently. Fascinating!

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We always look forward to seeing what Crown Automotive has on display. This year it was a MaxBuilt Willys Wagon. Rather than a full resto-mod, it is a backwoods daily driver replete with original paint, patina and rusted out floorboards. Key features: an oil-guzzling Buick V6 and an elk’s head protecting the grille.

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One of our favorites was this Brazilian made Toyota Bandeirante OJ55 crew cab pickup. Fitted with a 3.8-litre Mercedes turbo diesel, OVS rack and rooftop tent, Old Man Emu suspension, Maxxis MT tyres, and camp trailer in tow.

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This sweet Land Rover D90 from Royal Overland was one of a select group of 4x4s in SEMA’s Battle of the Builders competition. Riding on Interco TrXus mud-terrain tyres and Roadkill bead locks, it sports a custom roll cage, a Brazilian hardwood interior, recessed ice chest out back, and an Engo recovery winch with a Factor55 thimble. This stunning example of Rover craftsmanship received our vote for the win!

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WILD AND CRAZY

We never fail to be bemused by the creativity behind some of the wild and crazy SEMA builds. Fringing between function and fantasy, a few this year included a Jeep Gladiator swamp buggy, an AMC Gremlin, Wrangler JT and Badlands Bronco on cat tracks, and a Chia Pet Ford Bronco wrapped in a garden of bean sprouts.

WORST OF SHOW

As usual, we can’t talk about SEMA without highlighting a few of the most dysfunctional builds of the year. For some reason, dozens of manufacturers spend obscene amounts of money and time destroying what would otherwise be a useful vehicle. Some folks must like these unicorns, but most are as useful as a 100kg anchor on an aeroplane, and we can’t help but to poke fun at them and ask the question … why?

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GENERAL SEMA

Ford occupies much of the public display area, and this year was all about the Bronco. Attendees waited in line for hours to slip behind the wheel and climb a mountain, splash through a water hole, or test the articulation of Ford’s new Bronco.

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Although attendance was down this year, more than 100,000 manufacturers, buyers, and media registered for the show. And this does not include tens of thousands of spectators that flooded in to the public area.

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The new 1.4-million sq ft West Hall, dedicated to off-road and truck vendors, included the Overland Experience area which featured seminars and workshops on the future of the genre.

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CLOSING THOUGHTS

Wrapping up the week, we departed Las Vegas with a sense of excitement about the future. After nearly two years of being sequestered, borders are opening, manufacturers are stepping on the gas, and the off-road world is ready to deploy. For more than 50 years, SEMA has been the annual who’s who gathering of the automotive world. The fact that they were willing to put their financial neck on the chopping block and help the industry and kick COVID to the curb is evidence that they are in it for the long haul.