12VOLT CENTRAL STUDIOS (07.03.25) – Thursday, July 4th 2025, marks the Celebration of Independence Day 249 across the U.S. Many businesses are enjoying a 4-Day 4th of July weekend by taking off Thursday the 3rd along with Friday July 4th for a 4-Day weekend.
July 4th 2025 is seeing the landscape across the US and around the world far from normal as turmoil fills the news. Inflation continues running high and air travel is a nightmare in many cases. Online sales continue to take away from the brick and mortar sales across the marketplace. In-person events have returned but everyday life is far from normal.
On the 12volt industry side store traffic remains light as consumers make decisions with allocating their disposable income. Uneasiness with regard to tariff price increases and inventory issues persist. With so many options visibility for 12volt products is not getting through to consumers. We must continue to work to connect with consumers and make music fun again!
The business year is divided into 4 quarters….much like a football game. The first quarter of 2025 was OK for many 12volt companies. As the second quarter wrapped came the impact of the Tariffs plus mounting social issues that cloud the future. Reports are 12volt industry business has definitely slowed. Worldwide unrest adds to the cloudy future.
Now, as the second half of 2025 gets underway, all businesses must evaluate their game plans and make appropriate adjustments. Importantly, businesses must adjust their shoulder pads and tighten the chin straps on their helmets. Now, as the clock for the second half of 2025 has started, all businesses must keep their eye on the ball, work their game plans and be prepared to quickly make necessary adjustments. Importantly, brick and mortar retailers must work to create excitement in their marketplace to drive in-store traffic and business.
The 12voltSTP Tool can be utilized by members of the 12volt industry to showcase positives for their brand and activities. Snap..Txt.. PRESTO. Snap an Image and Txt the image with a few words to 318 469 2526. PRESTO! Your company could be in the news. As an industry let’s utilize the 12voltSTP Tool and be… ’Jammin’ N July’.
From the 12volt Central Studios we will continue to focus on the positives and encourage all to work to ‘Get Our Shine On’ as an industry and ‘Make Music Fun Again!’
COSS BAY OR (07.03.25) MB Quart had a strong presence at the 2025 UTV Takeover on the Oregon Dunes National Recreation Area. The UTV Takeover rolled in Coos Bay from June 24 through the 29th.
MB Quart had a large booth with staff members Chris Brinkley and David Kotewa in the house. Additionally Pacific Rim Marketing”s Mark and Valentina were assisting activities in and around the booth. Area retailer CarTunes from Grant Pass OR was set up close to their booth and worked with MB Quart to make installations for their on-site sales.
Chris Brinkley, David Kotewa, Valentina and Mark Giannetti pictured in front of the MB Quart tent setup.
“This was a terrific event for MB Quart. We had a lot of activity in our booth with sales plus installs from Fermin Sanchez and his CatTunes team. No doubt about it our Pro RZR kits were hot sellers. Having Mark and Valentina in the booth connecting with area retailers and UTV enthusiasts was terrific” Brinkley, Regional Sales Manager, stated.
Looking from inside of the MB Quart setup onto the dunes.
“This was our first UTV Takeover and was an amazing to see the UTV community members and families rolling across the dunes. Round trip for us it was an 800 mile drive but well worth it to connect with Chris and David. Since CarTunes is in the area we work with Fermin and his team” Mark Giovannetti commented.
Mark Giovannetti, Fermin Sanchez and Chris Brinkley (LtoR) paused for a moment under the MB Quart tent.
CarTunes owner Sanchez stated “We were very busy with sales out of our booth plus a lot of installations for MB Quart.” CarTunes staff members included Sanchez along with Lalo and Chris. They also had three helpers make the trip to the UTV Takeover to help with installations and booth set up. Over the course of the event they did over a dozen MB Quart installations in addition to activities in the CarTunes booth.
Fermin added “Our retail store is a couple of hours away and is so important for us to let people throughout the area know to the great products that we sell and offer for UTV enthusiast. We have been on site at a number of UTV Takeovers and this event was the best to date.”
Concluding Brinkley added “MB Quart will continue UTV Takeover presence in August and look forward to a great in Winchester.”
Engineered specifically for the 4-seater Maverick R, this plug-&-play dual-subwoofer add-on kit delivers unmatched low-end performanceby mounting two sub enclosures seamlessly beneath the rear seats. It includes everything needed to expand your audio system, whether you’re running an SSV Works kit or another brand, even the factory JL audio kit. This kit comes complete with dual subwoofer enclosurespreloaded with subs, a dedicated amplifier, and full plug-&-play harnessing for fast, factory-fit installation.
This is the first plug-&-play dual-sub add-on available for the Maverick R platform, allowing you to run up to four subwoofers in your 4-seater for earth-shaking bass that doesn’t compromise clarity.
When paired with an SSV Works V-Spec or K-Spec audio kit, you’re pushing out a clean 2500 watts of power. That’s more than enough to dominate the trail. While other systems might get loud as well, SSV Works delivers volume AND clarity in perfect balance. No distortion, no compromise. Just pure, clean power!
COOS BAY, OR (07.02.25) – Stereo King was on site with a huge presence on Vendor Row at the 2025 UTV Takeover in the Oregon Dunes National Recreational area for the 10th time. The UTV Takeover was in Coos Bay OR from June 24th-29th. Reports noted nearly 4000 UTV’s were on site with the crowd of UTV enthusiasts topping 10,000.
The UTV category is very strong for Stereo King day-in and day-out at their 5 locations. The Stereo King crew of 7 was very busy at the 2025 UTV Takeover and had strong sales and installations of Rockford Fosgate Stage Kits and more. Early during the event the installation area was expanded.
Stereo King had a great location on vendor row.
Stereo King Team members on site were Kevin and Bethany Cornutt along with Anthony and Scotty in sales. Corey O, Corey T and Brad handled all the action in the install bay. Sam and Rob Sutton from Crossover Marketing and Jeff Oliver from Team Progressive were on site working with the Stereo King crew.
Enthusiasts were constantly on the move along vendor row.
“During the 5-day event run we did a ton of promoting with business cards, fliers, free stickers, shirts caps and more. We spent time with well over 1000 people in our booth and saw a lot of customers from previous years which is always great to see. We offered onsite installation and worked under the lights into the night to complete jobs. It was a strong mix of Can Ams, RZRs and RZR PRO’s that came through and were decked with Rockford Fosgate Stage Kits which were the biggest hits. We blew sales away” Scotty Miles related.
Smoky the Bear even stopped by to spend time with Kevin Cornutt.
Concluding Miles offered, “We set up quite a few side-x-side related jobs along with some daily usage vehicles and RV audio upgrades back at the stores too. The overall enthusiasm across the event was very strong. This was a very successful event and we can’t wait to do it again in August at Winchester!”
The installation area was expanded to provide more room for Corey O, Corey T and Brad to complete installs.
Stereo King operates 4 stores in the Portland area and one in Boise, ID.
SWEET ID (07.02.25) Dear Valued Clients, Customers, Manufacturer Partners, and Representatives,
It is with mixed emotions that I announce my retirement and the closing of Cardoza and Company, Inc. after 35 fulfilling years serving the Northern California and Nevada regions. Our last day of operations is July 31, 2025.
Throughout the years, it has been a privilege to work alongside you. Your support, trust, and collaboration have been the cornerstone of our success. We set out to make a meaningful impact in our industry, and we could not have achieved this without each of you.
I extend my deepest gratitude to all our clients and customers for your loyalty and confidence in our services. To our manufacturer partners and representatives, your dedication has been instrumental in our ability to deliver quality and excellence.
Beyond professional relationships, I cherish the friendships we’ve built over time. The connections formed through shared successes and challenges have made this journey truly special, and those friendships will remain close to my heart.
Mark Cardoza exits a trailer at CES on January 6th 1991 with Lucio Perroni and Alan Wenzel. This image was about six days into Cardoza and Company after Alan hired Mark at JL Audio.
As we transition, I’m excited to share that my wife and I have launched a business brokerage career with First Choice Business Brokers – Idaho. This new venture has already been rewarding, and we look forward to continuing to provide exceptional service in this capacity. https://markcardoza.fcbb.com
While Cardoza and Company, Inc. will be closing its doors, the memories and relationships we’ve created will always hold a special place in my heart. If you ever need assistance or wish to reconnect, please don’t hesitate to reach out.
Thank you once again for being a part of our journey. It has been an honor to work with each of you.
DIAMOND BAR, Calif. (July 2, 2025) – Kristy Lake has joined the Specialty Equipment Market Association (SEMA) as Vice President of Human Resources (HR), reporting to SEMA President and CEO Mike Spagnola. She will be based at the Association’s Diamond Bar, Calif., headquarters.
Lake brings deep expertise in organizational development, talent management, and strategic HR leadership. She most recently served as Director of Human Resources at Ampure Charging Systems, Inc., a provider of electric vehicle and industrial charging solutions. Following Ampure’s carve-out from Webasto Charging Systems, Lake built the company’s HR department from the ground up, transforming it into a fully independent global function. She oversaw the development and implementation of key policies and infrastructure, including payroll, benefits, recruiting strategy, and employee engagement programs. Lake also led the charge in defining the company’s core values and driving cultural alignment as Ampure established its new identity.
“We’re excited to welcome Kristy to the SEMA leadership team,” said Mike Spagnola, SEMA President and CEO. “Her experience guiding organizations through transformative periods and building strong, values-driven cultures will be an incredible asset as we continue to grow and evolve in service to our members and the industry.”
In her new role, Lake will oversee all facets of Human Resources for SEMA and Performance Racing Industry (PRI), including strategic HR planning, talent acquisition and management, employee relations, compensation and benefits, compliance, performance management, and organization development.
KRISTY LAKE
“I’m honored to join an organization with such a strong sense of purpose and community,” said Lake. “Leadership is not a title. Leadership is a privilege to take care of people and influence a work environment where everyone can thrive. I look forward to partnering with the leadership team to support SEMA and PRI’s mission by fostering an environment where employees feel valued, empowered, and inspired to do their best work.”
A Michigan native, Lake holds both a Master of Science in Training & Development and a Bachelor of Science in Human Resource Development from Oakland University in Rochester, Mich.
Outside of work, Lake enjoys hiking and spending time with her husband and two children.
LIMA OH (07.01.25) The Progressive American Flat Track returned to the legendary Lima Half-Mile at the Allen County Fairgrounds in Lima OH for action on the track Friday night and Saturday night, June 27 and 28th. KICKER was set up under a large tent with Lorin Morrell along with local retailer Barry Electronics and territory distributor Davis Distribution.
Enthusiast checking out the latest KICKER products with the Davis Distribution RAM in the background
“The action on the track was strong both nights, especially with a big crowd on Saturday night. Having Wade Hensley from local retailer Barry Electronics along with Phil Traverse from Davis was terrific. The Davis RAM truck was really decked out and was super to draw attention and do demos for enthusiasts. The weather was hot, but all were Livin’Loud during the event on the track and in the booth. The racing was amazing too” Morrell related.
“It was great for Barry Electronics to be on site and see so many attendees under the tent that were interested in audio products. There were attendees from a large area, even New Jersey. In addition, I saw a lot of old customers and friends who stopped by. It was super to work with Phil from Davis at the event. I handed out a ton of business cards and Phil also let attendee know about KICKER retailers in their area where they might check out the latest products from KICKER’s line up of products for cars, trucks, motorcycles, UTVs, and marine. Look forward to next year’s event” Hensley commented.
Hundreds of riders parked their bikes on this side of the track.
Traverse offered “KICKER was definitely Livin’Loud at the Flat Track in Lima. One of the event staff said he could hear the RAM all the way on the other side of the track and could understand the words. In the booth so many said they owned and enjoyed their KICKER products. This was my first time at a Flat Track event and I’m ready for the 2026 event”
WORCESTER MA (07.01.25) Enzo Motoring is known in Worcester as the placed for all things 12volt with a great selection of wheels, rims, tires along with audio systems. Owner Orlando Garrastegui recently made a post that caught the eye of 12volt staff members.
The Righthand drive Nissan GTR was made for the road in Japan but it’s also street legal in the US. Massive Audio products are featured in the custom trunk area of the vehicle.
The Nissan GTR with right hand drive.
“We have done work for several vehicles owned by this customer. He recently had this new vehicle delivered in the US and brought it to us to do another install. We are strong Massive Audio dealer so we chose to install Massive Audio speakers, subs and amplifiers in the Nissan GTR” Orlando stated.
The custom trunk installation in the Nissan GTR with Massive Audio
Continuing “Brick and mortar retailers certainly have to focus on getting consumers into their stores. Making customers happy so they will tell their friends and continue to bring in new projects. It’s very important in the marketplace today.”
Organization reveals important consumer trends related to automotive aftermarket industry
DIAMOND BAR, Calif. (July 1, 2025) – New research from the Specialty Equipment Market Association (SEMA) is uncovering new consumer trends impacting the automotive aftermarket industry and the wider automotive sector, with profound implications for businesses and automotive enthusiasts. With U.S. consumers spending approximately $52.65 billion accessorizing and modifying their vehicles in 2024, there is a real appetite to better understand who is driving these sales and where growth opportunities exist.
The report breaks down trends by vehicle type and category of parts and accessories. Highlights of the research follow.
Market Overview Based on its research, SEMA anticipates continued growth through this year, albeit slower than the COVID-period boom when enthusiasts used their free time to work on their vehicles. The following several years should see a gradual return toward a more normal, long-term trend of 4% to 5% annual sales growth. Our nation’s fleet is growing, a product of high new-car sales and consumers keeping their vehicles for longer periods. The average age of vehicles in the US continues to climb, reaching a record-high of 8 years in 2025 according to S&P Global Mobility. As the average sales price of vehicles continues to rise, more owners will likely seek out repairs, upgrades, and modifications that extend their vehicles’ lifespans. Most product categories showed steady or slightly rising sales numbers in 2024, and SEMA projects this growth to continue through 2025. Suspension, exhaust, and engine control products were subject to slightly higher sales growth than the market at a bit over 2%, a continued trend as they’ve maintained similar growth since 2021. After seeing a pandemic resurgence, mobile electronics sales in 2024 experienced some decline in 2024, mainly with GPS navigation and sound systems. Sales within this category have stalled somewhat in recent years as new vehicles have included more high-end electronics and become more technologically advanced. Pickup trucks dominate the market, while crossover utility vehicles (CUVs) are the fastest growing vehicle segment on the road. Conversely, there is a continued drop in production and sales for traditional cars (coupes and sedans), while some sports cars also are seeing cuts in production. The specialty-equipment industry moved early in online sales to meet the demand for specialty parts that were not being sold in typical retail locations, and it has impacted consumer habits. Consumers now split their spending equally between offline and online channels and have fully adopted mixed-mode shopping, sometimes purchasing online and picking up at a local brick-and-mortar location.
Pickups in the Driver’s Seat
Pickup trucks account for a third of the overall specialty-equipment market, continuing a several-year run with the most spending on accessories compared to other vehicle segments. Because sales of new pickups remain strong, sales of their respective parts should remain similarly healthy. When broken down by accessory or modification category, pickups took the lead in the vast majority of product categories, with strong ranking even in those categories where pickups ceded the top spot to another vehicle type. SEMA Says: “If there’s one thing Americans love as much as their trucks, it’s modifying them to make them their own,” said Gavin Knapp, SEMA Director of Market Research. “We’re finding that truck owners are leading the market in enhancing their vehicle’s safety, performance, and comfort – which is in line with the already considerable investment they made to purchase these vehicles.”
EV Forecasts Fizzle, But Speed Has an Appeal
One area in which SEMA sees significant changes is the sales forecast for new EVs. That’s why SEMA is revising its 2035 forecast for EV sales down from an estimate of over one-third of vehicles to only 22% of new sales.
Even as the market for new EVs begins to lag, usage is an interesting data point moving forward, particularly as there seems to be a developing interest in racing these cars. Owners of vehicles with alternative powertrains, including electric and hybrids, lead the pack in racing and protection apparel sales. Still, alternative powertrain vehicles only carry 4% of the market in parts sales, a reflection of the different mechanics and low market share of EVs. SEMA Says: “EV owners are traditionally limited in the modifications they can make to these vehicles, and represent a smaller share of the market, compared with other vehicles,” Knapp said. “That said, one area worth paying attention to is how these owners drive their vehicles moving forward, with performance emerging as a growing interest. EV performance and racing represent a new market area to tap into for the industry.”
The New Classics Come into Focus
For this report, SEMA defined “Classic” vehicles as those from model year 1989 and older, a group that now reflects the collecting appeal of vehicles from the 1980s. Owners of classic vehicles tend to eschew the idea of these vehicles serving as “daily drivers,” instead limiting their use to pleasure driving and showcasing at car shows. Owners of classic vehicles also tend to skew older. SEMA Says: “Collectors gravitate to the vehicles to which they have some emotional connection to – a car from a beloved movie, or a truck that the cool older kid in the neighborhood drove. It’s only natural that this pool of vehicles now includes models from the 1980s,” said Christian Robinson, SEMA Senior Director for State Government Affairs. “These are the vehicles that the next generation of collector will embrace – a DeLorean like the one from Back to the Future, or, eventually, a 90s-era Supra from The Fast and the Furious movie franchise. As we witness this evolution, it’s important that we provide a foundation for the preservation and continuation of our nation’s rich automotive heritage.”
ALPHARETTA GA (06.30.25) The DOW Technologies KICKER training at Dave & Buster’s in Alpharetta on Tuesday night June 24th packed the house. Steve Paul rolled the KICKER demo in from Nashville and parked in front of Dave & Buster’s for dozens of demos before the training began.
“Dealers had a big smile on heir faces when they heard the Livin’Loud KICKER system. The demo is loaded with a wide variety of KICKER gear that they checked out. There were also comments for the great installation and graphics” Paul related.
The Tech Marketing team of Rich Holtzman, Mark Barber and Steve Hall worked closely with DOW’s Mike Blackwell to help get the word out in the territory to make this a very successful training that filled the seats. They were over 100 attendees that enjoyed the training presentation by KICKER’s Tech Force with Aaron Malin and Jacob Luckey. On the main screen there were multiple panels that included the development of the KICKER SOLOX woofer. To lead off the training there was an informative video with KICKER Founder Steve Irby detailing the history of the very successful company. There were raffles and dozens of prizes along with great food and networking.
Blackwell, Territory Manager in the Southeast and Mid-Atlantic, stated “The training was so very successful. KICKER, Tech Marketing and DOW working together to help 12volt retailers drive business was certainly a WIN/WIN/WIN for all.”
KICKER, DOW and Tech Marketing thank all the dealers for coming out to spend the evening for the training.
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