Auto Industry News: Jeep Beach 2021 Hits Daytona, Auto Shanghai All About EVs, Tesla Has a Rough Week, and More Industry Shake-Ups

The 19th annual Shanghai Auto Show wraps up in China this week, with concept cars ranging from cool to crazy. One feature nearly every model shared, though? Either an electric or hybrid drivetrain.

Despite the impressive array of EV imagination on display, media outlets seemed more dazzled by an angry Tesla protestor – the first of the automaker’s PR headaches this week. Keep reading for an update on the nasty crash in Houston that put Tesla’s Autopilot software under scrutiny again.

Plus, we dug through our stack of press releases and pulled out some noteworthy industry shake-ups. Mergers and acquisitions are the name of the game these days, and it’s useful to know which of your favorite brands are changing hands.

But first, check out the recap from Jeep Beach 2021.

Rancho was on display at Jeep Beach 2021.
New from Rancho is the innovative RS5000 shock absorber, which features a unique rebound valving system and an advanced compression phase. Developed by the ride engineers at Rancho, this proprietary process will elevate the overall handling and performance of your vehicle on and off-road.

Jeep Beach 2021 Hits Daytona Full Throttle

Neither bad weather nor COVID regulations could keep Seven Slot enthusiasts at bay this week. Local news reported at least 3,000 Jeep vehicles braved rain and lightning to hit Daytona Beach on Sunday for the 11-mile parade that capped Jeep Beach 2021 festivities.

The week-long celebration is one of the largest Jeep-only events in the entire U.S. – historically drawing an estimated 20,000 rigs and 200,000 fans. This year’s total is still being tallied, but event officials noted 50,000 people attended Jeep events on Friday and Saturday alone.

The agenda was packed with Jeep-related fun, from track laps and a muddy obstacle course, to a silent auction, Jeep giveaway, local scavenger hunt, and 5K run. As usual, fundraising took top-billing, with thousands of dollars raised for a variety of Florida charities.

Exciting New Gear

The industry’s newest products were on full display, with over 200 vendors lined up at the Daytona International Speedway. Check out some of our favorites below – and be sure to mark your calendars for next year’s running. Jeep Beach 2022 runs April 25 – May 1.

Meet rucRak

Jason Morgan, founder and CEO of newcomer rucRak, displayed his namesake product at Jeep Beach 2021 – dubbing it “the most innovative, versatile cargo system in the world.”

rucRak Jeep Beach 2021

Jeepers: prepare to trade in your current setup for a serious upgrade. rucRak (pictured) is an all-in-one tailgate table, basket, cargo carrier, double bike rack, flag holder, and umbrella holder. “All the things Jeep people love, all in one convenient product,” stated Morgan.

rucRak is patented, proudly made in the USA, and features a lifetime warranty on parts, rust, and corrosion. “There’s nothing quite like it,” he stated. “We spent 26 long months working directly with the U.S. ambassador of the patent office to make sure our product is — and will remain — the only one of its kind.”

The entrepreneurial spirit of rucRak extends to its mission across the industry. “We support and champion fellow small businesses – that’s our bread and butter,” said Morgan. “We’ve turned down opportunities to expand nationwide and be front and center in big box stores because we knew they’d price gouge our customers another 40%, and we didn’t want that.”

Learn more about the innovative rucRak at the company’s website.

Fly Off Road

Another newbie on the scene was Fly Off Road.

Based in Phoenix, Arizona, Fly Off Road is building its business “from the ground up by off-road enthusiasts who take pride in offering the best quality, performance, and craftsmanship in their armor and off-road accessories,” according to the company.

Learn about Fly Off Road’s connection to Ultra4 by visiting the company’s website.

Rugged Ridge was showing off its roof-top tent at Jeep Beach 2021.

Fan favorite Rugged Ridge was in attendance as well.

With overlanding a hot trend, Rugged Ridge showed off a new roof rack and tent due this summer. The large, multi-person RTT goes up in about 10 minutes, making it a quick and easy way to set up camp for the night.

Auto Shanghai Serves Up EVs-A-Plenty

Much like the automotive market as a whole, the 2021 Shanghai Auto Show has shifted its full attention to EVs. Industry juggernauts from China, Europe, and the U.S. showed off their latest and greatest, from production-ready rides to out-of-this-world concepts. Whether you love ‘em or hate ‘em, it’s time to accept that electric vehicles are certainly more than just a flash-in-the-pan trend.

Moving Beyond Zero

While many of the vehicles on display will never reach American shores, one buzzy debut destined for the states is the new Toyota bZ4X. Riding on a new, EV-dedicated platform called e-TNGA, the bZ4X is a fully electric crossover close in size to the beloved RAV4. Set to make its official production debut in 2022, the vehicle is part of Toyota’s new Beyond Zero (bZ) sub-brand of EVs developed alongside Subaru. (Expect the Subie version to arrive later this year, potentially dubbed “Evoltis.”)

Details are still sparse; however, Toyota revealed the bZ4X’s long wheelbase with short overhang will allow for an interior space comparable to a mid-size sedan. The model also features an airplane yoke-style steering wheel, a new AWD system jointly developed by Toyota and Subaru, and regenerative braking and solar recharging systems.

The Beyond Zero sub-brand will carry seven of the 15 zero-emission vehicles Toyota has promised by 2025.

Hell Hath No Fury Like a Tesla Customer Scorned

EVs, shmee-vees – let’s get to the juicy drama. Grabbing more headlines at Auto Shanghai than the vehicles on display was one very determined Tesla protestor, who climbed atop a Model 3 in the display booth to ensure this time the automaker would hear her complaints. Wearing a t-shirt that read “The brakes don’t work,” the young woman was hauled away by security, but not before sparking the embers of a social media firestorm.

Woman protesting Tesla at Auto Shanghai 2021 Caixin Global
Caixin Global

The very public display of consumer displeasure comes at a bad time for Tesla. As the EV brand tries to win new customers in the world’s largest auto market, it continues to meet some serious resistance. Last month, Chinese regulatory agencies raised concern over the quality of the automaker’s Shanghai-made vehicles, citing abnormal acceleration and battery fires. They also banned Tesla vehicles from entering military complexes, going so far as to accuse the company of spying.

The bad press spurred Elon Musk into action. The face of Tesla took some time away from tweeting about cryptocurrency to pay lip service to what he calls the brand’s “biggest market” in the long run. Considering China already accounts for a fifth of Tesla’s overall revenue, he’s likely not too far off.

Did you know…? After dodging a bullet in 2020, thanks to its biennial schedule, the 2021 Tokyo Motor Show will unfortunately fall victim to COVID cancel culture. Japan’s government declared its third pandemic-fueled state of emergency on Friday, due to a sharp spike in cases. With Tokyo set to host the Summer Olympics in just three short months, the country’s officials are taking no chances. This marks the first cancellation of the Tokyo Motor Show since its inauguration in 1954.

It’s Been A Really Rough Week for Tesla

On Monday, NHTSA and the National Transportation Safety Board announced they were investigating a Tesla crash that occurred last week in Texas, killing two people. The kicker? Police seem to think no one was in the driver’s seat when the crash happened. They state the victims were in the front passenger seat and rear seat at the time of impact.

In response, Elon Musk took to Twitter, insisting that data from the car can prove Tesla’s Autopilot software was not engaged. “This car did not purchase FSD,” Musk added, referring to the car’s Full Self-Driving mode, which automates some driving tasks but still requires a driver’s full attention. “Moreover, standard Autopilot would require lane lines to turn on, which this street did not have.”

Unfortunately, in addition to a bevy of Tik Tok videos showing dangerous stunts of “driverless” Teslas, Consumer Reports (CR) released an article on April 22 demonstrating “how easy it is to defeat Autopilot’s driver monitoring.”

The bizarre test – which included using a small, weighted chain on the steering wheel to simulate a driver’s hand – succeeded in “tricking” the car to drive on its own. “In our evaluation, the system not only failed to make sure the driver was paying attention, but it also couldn’t tell if there was a driver there at all,” says Jake Fisher, CR’s senior director of auto testing, who conducted the experiment.

CR has long been critical of Tesla, alleging its driver monitoring systems violate driver privacy, and that the Autopilot software instills a false sense of confidence in the vehicle’s “self-driving” capabilities. The consumer organization says it hopes NHTSA will set new safeguard standards, requiring all active driving assistance systems to come equipped with technology that monitors whether a driver is present and paying attention.

Industry Shake-Ups

In what’s becoming a startlingly common occurrence, let’s round up the latest mergers, acquisitions, and team-ups in the auto industry.

Holley Acquires AEM Performance Electronic

Holley announced its acquisition of Advanced Engine Management, a leading developer and supplier of electronic control and monitoring systems for performance automotive applications. The strategic move aims to not only welcome more import and sport compact aficionados to the gearhead family, but also “bring cost-effective and easy-to-use electronic control systems to enthusiasts that are passionate about EV Conversions,” said Tom Tomlinson, President and CEO of Holley.

J-B Weld acquires HERCULINER

J-B Weld Acquires HERCULINER from Old World Industries

One of the industry leaders in DIY adhesives, J-B Weld Co., announced the acquisition of do-it-yourself bed liner brand HERCULINER from Old World Industries, LLC.

HERCULINER created the original DIY Truck Bed Liner Kit more than 20 years ago and is the No. 1 Truck Bed Liner brand purchased by DIY enthusiasts.

CURT Group Owner Acquires Ranch Hand

Lippert, the parent company of the CURT Group, acquired Ranch Hand. Founded in 1986, Ranch Hand offers a full line of custom-fit bumpers and accessories that accommodate OEM sensors. The move marks the next step in Lippert’s plan to grow its presence as a “large player” in the automotive accessory aftermarket.

The Engine Block is your one-stop source for any and all auto industry news. Keep an eye on our weekly round-up of enthusiast coverage, product reviews, vehicle spotlights, auto show/expo features, and more. Be sure to check back Friday for a rundown of May 2021 automotive events.  From the ear-bleeding song of well-tuned high-performance engines to the gritty taste of dirt in your mouth, every flavor of automotive entertainment is on the table.

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