Designing the Extreme Automotive Dream

LONG BEACH, Calif. - Traditional automakers design and produce vehicles 
aimed at satisfying the masses, but another breed - the automotive 
customizer - takes consumers' extreme auto dreams and transforms them into 
reality. These designers handcraft unique vehicle systems, exterior and 
interior appointments and performance options, setting the next round of 
automotive design trends the way fashion's haut couture designers establish 
next year's hottest colors, fabrics and cuts. The best examples of the 
genre can be seen at the 2002 International Auto Salon (IAS), Friday-
Sunday, April 19-21, produced by SEMA, the Specialty Equipment Market 
Association, and Vision Entertainment, creators of the popular Hot Import 
Nights events.

"Each year we are pleased that the most creative designers participate in 
our SEMA International Auto Salon. This show is not only their time to 
shine in the enthusiast spotlight but also a great time for those 
enthusiasts to 'pick the brains' of these specialists," said Chris Horn, 
SEMA vice president of communications.

Street Concepts Marketing of Tustin Ranch, Calif., constructs award-winning 
show vehicles for the corporate world, including Ford, General Motors, 
Hyundai, Mazda Design and Nissan as well as assorted tire companies and 
local businesses such as radio stations. Owner Shawn Williams will have 
four vehicles at the IAS show, including a Mitsubishi Montero with custom 
wheels, special paint and graphics, Rally Art exhaust, and a host of 
interior upgrades, as well as a Nissan Maxima SE with performance options 
that run the gamut from hi-po exhaust to NOS-Nitrous Direct Port injection 
to Eibach springs and Brembo brakes.

"We create vehicles that imprint their own style while still maintaining an 
inherent practicality," said Williams. "While each one is a stunning show 
car, every one of our vehicles also promotes ideas that spark consumers' 
imagination. We create customized interiors, exteriors and installations 
that push the design envelope and satisfy consumers' desires for that 
stand-out from the crowd look."

Customizer Larry Weiner of Performance West, Vista, Calif., will illustrate 
how easy customizing can be when his company transforms a 2002 Ford Focus 
ZX5 into a radical "tuner" right before viewers' eyes at the IAS Show's 
Ford exhibit. Company technicians will install a variety of performance 
enhancements and automotive accessories, giving the Ford Focus a complete 
makeover on stage during fast-paced action demonstrations.

SEMA's high-excitement consumer and trade automotive show, featuring the 
latest in tricked out, souped-up, performance and customized sport compacts 
and imports, opens at the Long Beach Convention Center in Long Beach, 
Calif., on Friday, April 19, and runs through Sunday, April 21, with the 
two weekend days open to the general public. IAS Saturday show hours are 
noon to 8 p.m.; the show is open 11 a.m. to 6 p.m. Sunday.

The three-day IAS extravaganza will feature more than 200 exciting displays 
of tuner cars, race cars, dragsters, exotic street rods, wild customs and 
nearly 200 aftermarket companies exhibiting their latest products - all 
geared to the red-hot sport compact and import performance market. 

IAS tickets are $15 for professionals in the automotive specialty equipment 
industry. Consumers may purchase a two-day pass for $25 or a one-day pass 
for $15 online at www.ias2k2.com.