Take 5 With Larry Montante – 2021 SEMA Board of Directors Candidate

Have you ever thought about those people behind the curtain who protect your need for speed, feed your appetite for customization, and fight for your ability to do so?

The passion we have for wide-open trails and full-throttle performance isn’t free. In fact, it comes at great cost. In the background, an entire cohort of equally passionate, highly experienced, and incredibly devoted industry professionals from across various markets work tirelessly to ensure our pastimes and careers are secure for many years to come.

After 37 years in the business, with experience that ranges from serving up auto parts from behind the retail counter to his current position as VP of Category Management at Keystone Automotive Operations, Inc., Larry Montante says the calling to serve as a Specialty Equipment Market Association (SEMA) board member has never been stronger.

“While the industry has faced a number of challenging times during its history, the stakes have never been higher to act,” said Montante. “The rise of EVs and autonomous vehicles, supply chain pressures, channel disruptions, shifts in market trends and technology, how that technology influences commerce, various threats to our entrepreneurial beginnings, red tape, and – oh, by the way – ongoing legislative battles are a big deal, and they impact all of us,” he said.

The Engine Block had the opportunity to catch up with Larry and fire some quick, pointed questions about his campaign.

Why should general enthusiasts care about what’s happening at the trade level of the automotive industry?

A: Our industry was built by enthusiasts for enthusiasts. There’s a lot of change happening — with a lot more slated to come. The challenges facing our industry impact everyone from aftermarket manufacturers and distributors to retailers, general consumers, and real enthusiasts. So, we’re all shareholders in the impact.

You’ve spent nearly four decades of your professional career serving the automotive industry in a number of ways, across multiple functional areas of the business – from operations to sales and marketing. Why did you decide to toss your name in the hat to become a SEMA board member now?

A: Well, a few key reasons. For one, you reach a certain “season” in your career when you take a step back and want to give back in a different way compared to earlier on. You know, I’ve made Keystone my life for the past 37 years and served in many different ways. I decided to step up my efforts and run for the SEMA board to have a broader impact and to support the industry, my colleagues, and fellow team members.

I feel it’s absolutely critical for me to get involved at a higher level, leverage my experience and understanding across a number of different industry channels, and serve in any capacity I can to help preserve the foundation of the automotive aftermarket – to make sure enthusiast parts, styling, and racing stay relevant and thrive.

You note “engagement” as a SEMA board member agenda item. What specific plans do you have to better engage with younger enthusiasts and, as a result, give them a more prominent seat at the table?

A: SEMA does a fantastic job marketing and presenting its annual SEMA Show in Vegas but, as we saw during COVID, the show was cancelled and we all ended up with significantly-reduced visibility throughout the year.

As a SEMA organization – in order to educate and engage with more consumer enthusiasts, we need to diversify and intensify our focus not just in and around the annual SEMA Show, but also broaden our marketing initiatives at the regional, state, and local level. That also means we need to significantly expand our digital presence because where’s the youth? Online. We need to meet them where they’re at. When we do, then consumer awareness, support, engagement, and enthusiasm for what we’re trying to accomplish at SEMA on behalf of the industry at large is going to grow.

You’ve emphasized the importance of significantly expanding SEMA’s digital tools, features, and solutions in order for the organization to attract and retain the next generation of enthusiasts to drive the industry forward. What makes you uniquely qualified to lead a digital expansion initiative?

A: My experience is wide reaching, and I have executed multiple tech-based initiatives. Over a 37-year career, I’ve worked the counter in a retail store and managed an entire portfolio of accounts that own and run their own retail businesses. I’m very connected with the broad user base that sells and installs parts and accessories to the consumers. In addition to that, I’ve been the visionary of B2B and B2C sites, including an omnichannel program that connects consumers with aftermarket manufacturers and a qualified installation source – all with seamless transaction and fulfillment on the backend. I drove a lot of change within the company as it relates to the development of a robust digital presence. Such deliverables show that I have an understanding of digital solutions and embrace the role technology plays in them.

At times, it appears like there’s an uneven playing field between the OEMs and aftermarket. OEMs eagerly tap into the vast knowledge and resources of the aftermarket, while consistently creating other obstacles to overcome. As one example, encrypting telematics data and building software designed to challenge aftermarket parts by removing OBDII ports from vehicles. That said, SEMA has always had a unique relationship with the OEMs. In recent years, SEMA has been receptive to OEMs having a larger, more prominent role at the annual SEMA Show, as well as in other areas of the organization and business at large as well. Where’s the line?

A: SEMA has a broad membership and, over time, has maintained balance on complicated topics just like this because, surely, it doesn’t want to upset the apple cart. The OEMs are a large revenue driver at the SEMA Shows and, of course, a big attraction. But the flip side of that is exactly what you said – what’s the impact of the relationship? The OEMs need to be a part of the overall picture, for sure, but there needs to be a balance. I would pursue a better understanding of the role the OEMs currently play and make sure we push for a more collaborative partnership that will support the longevity of the aftermarket.

What are you most excited about as it relates to the future of the automotive industry?

A: Technology excites me… innovation excites me… anything digital excites me. Even though technology presents a lot of modern-day challenges in our industry, it also means a lot of opportunity. So, I can’t wait to see how all the technologies that surround us can be honed and used to drive further innovation within a passionate industry and SEMA membership. As today’s industry leaders gray in age, I look forward to the next round of innovators using technology to further the entrepreneurial spirit our industry was founded on.

Learn more about Larry’s vision for the automotive industry by visiting his website at larry4sema.com and Facebook page www.facebook.com/Larry4SEMA.