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Events Coverage
SEMA 2005: A Volkswagen Perspective
By by: Jamie Vondruska and George Achorn, photos by authors
Nov 9, 2005, 19:59

The annual SEMA Trade Show is basically a ‘Who’s Who’ for the general automotive aftermarket. The event boasts 10,000 booths for companies catering to the aftermarket, though its specific pertinence to the Volkswagen and Audi scene is not quite as specific as that number would suggest. Nevertheless, this is the show of shows, and as such it definitely maintains a VW presence, even before Volkswagen’s choice this year to officially display at this aftermarket gathering.

Volkswagen is the first German manufacturer to have an official presence at SEMA and we're happy to report they showed up with more than just a small handful of accessory vehicles.

The biggest news was the range of Project R GT Concept vehicles that were a collaborative project between various groups within Volkswagen and HPA Motorsports. Featured were a new Jetta V, B6 Passat and Touareg all with custom twin-turbo 3.2l VR6 setups and major horsepower.



First, the Touareg sports a Volkswagen Individual body kit, 22-inch custom Avus wheels, interior elements from the limited production W12 Touareg including Alcantara seat inserts and turned aluminum dash trim, a dual iPod holder between the front seats and Sony Playstation Portables (PSP) flush mounted to the rear of the front seats. More importantly though was the unique (to the Touareg with a longitudinally mounted engine) twin-turbo forced induction system by HPA with 500+ quoted horsepower, huge Brembo brakes and a KW adjustable coilover suspension.



Next was a Passat R GT based on the European 3.2l VR6 Passat but massaged by HPA with a twin-turbo kit pushing a claimed 575 horsepower. The Passat also received a custom body kit designed by Volkswagen's Simi Valley Design Center. This kit was molded first in clay. From the clay mockup, molds were made in which fiberglass panels could be produced. The new body styling combined with custom designed Avus wheels and lower overall stance provided by KW adjustable coilovers gives the Passat a completely different look that is aggressive yet European in nature.



Lastly Volkswagen also showed a Jetta R GT concept that went on to win the Sony Playstation Gran Turismo Best European Car SEMA award. This 575 horsepower monster sports Haldex AWD drivetrain conversion and twin-turbo 3.2l VR6 installation done by HPA. Custom Avus wheels, KW suspension, Recaro seats front and rear, an air jack system and another custom body kit designed by Volkswagen's Simi Valley Design Center. Detail work included a custom fuel cell, full roll cage, Brembo brakes front and rear and custom paint work to set the whole thing off.

Right now there are no plans to bring any of the twin-turbo cars to regular production. There are some bits and pieces that we may see (body kit pieces potentially) made available through the accessories department at VWoA, but overall these are full-blown SEMA concepts designed to showcase the high-potential with Volkswagen's products. VWvortex plans to have a full article in the near future covering the build out of these special SEMA cars so stay tuned.



Not as in-your-face as the R-GT prototypes, Volkswagen accessories also displayed a B6 Passat with a full Votex body kit, 18" Velos wheels, sport springs, aluminum pedals and exhaust tips and a Jetta V 2.0T with a full Votex body kit, 18" Karthoum wheels, a new cat-back exhaust system, sport springs, VW's new iPod adaptor and aluminum pedals. Both cars were black and both looked great with a lower stance and additional gear.

Outside of the collaboration with Volkswagen, HPA Motorsports managed a strong showing at SEMA. Two blue R32s sat in the outside plaza near the Fourtitude Project A3 and emblazoned with HPA graphics. The company’s crazy twin-turbocharged VR6-converted ALMS Edition Audi TT looked even more menacing than last time we’d seen it. The car was parked in the Dunlop booth with semi-factory looking forged alloy wheels and large rear spoiler that had changed the car’s appearance dramatically. Also adding to the cool factor amongst TT-philes are the functional TTS concept style fender vents. (www.HPAmotorsports.com)



KW North America, located in the main hall, focused on promoting both the suspensions of which their widely known and their Lambo Style Doors. Within the KW booth was a silver Golf V with both the doors and the suspension to make it a worthy KW showcar.(www.KW-Suspensions.com)

The other Golf V at SEMA this year was Autotech’s striking red GTI. Also fitted with the Lamborghini-inspired scissor doors, the red three-door could be found handsomely displayed in the BBS stand. www.Autotech.com



Everyone’s favorite German rim manufacturer, BBS is continuing to push the technology envelope with its Air-Inside design. Hollow spokes on production wheels have been around for years, notably offered on the Porsche 911 Turbo. BBS takes this further utilizing several patented processes that allow them to create hollow spokes as well as hollow inner and outer flanges.

Tire pressure is maintained by a valve positioned on the spoke of the wheel for easier access. This also means greater air volume within the wheel/tire setup adding the volume of air in the spokes to the volume of air in the tire for improved ride quality and lower weight.

The technology certainly looks promising, and BBS promises further details as they develop between today and full production launch sometime early next year. The first wheel to be offered with Air-Inside technology is said to fit the Audi Q7, Volkswagen Touareg and the Porsche Cayenne. Expect to see more use of the technology for BBS aftermarket SUV wheel offerings and possibly even some OEM setups from Audi, Volkswagen and/or Porsche. For now, we also spotted a cross-cut stock new GTI and GLI wheel on display that apparently also has hollow inner and outer flanges.(www.BBS.com)



One of the original players in the VW and Audi tuning scene here in the USA, Neuspeed could be found in the show’s massive main hall. The company’s striking red Audi A3 with Caractere body kit showed off two designs in the company’s successful Race Series Forged Wheel line, a lineup with three different designs each offered in two finishes.

Other news at Neuspeed revolved around the company’s new OptiCan ECU programming technology. Like other flash programmed ECUs, the Neuspeed offering now means no soldered chip and program upload via the car’s On Board Diagnostic II port. Neuspeed sites the main difference between its OptiCan technology and other competitors. The Camarillo, CA-based company suggests that other competitors flash additional directories to the car’s ECU, while they pull down the programming in its entirety and upload a Neuspeed program also in entirety. A key benefit as explained by Neuspeed is the ability to put the car completely back to a full stock configuration with no evidentiary directories as it claims competitor return-to-stock configurations do. (www.Neuspeed.com)

A B7 A4 Avant owned by GreedSpeed and displayed by Landspeed USA matched the Neuspeed A3 Avant closely. The car featured Caractere’s new B7 body kit that looked great in person, and accented nicely with Neuspeed’s Race Series Forged wheels as did brand N’s A3. (www.LandspeedUSA.com)

Just off the main hall, California-based EuroGear USA featured three VAG offerings. A new fifth-generation Jetta sat beside a B7 Audi A4 and a B6 Audi A4, each displaying new body kits by Deval. EuroGear is now the exclusive distributor of these clean-looking kits with looks subtly more aggressive than factory. (www.EuroGearUSA.com )

Another B7 that grabbed plenty of attention was the gray 2.0T Avant in the GReddy booth. The car showed off a 2.0T upgrade kit that the company is working on, though a representative mentioned that it’s not yet ready for series production.

Not known for Audi tuning, Jesse James of Monster Garage fame had an A6 3.2 Avant on display also within SEMA’s wheel hall. The Audi wagon was slammed on Jesse James own wheels, with a custom wood and steel roof rack that held a custom chopper-style bike.



At the back of the wheel hall, we spotted a familiar Phaeton. The silver VW Q-ship displayed earlier this summer in the VWvortex stand at Waterfest made its SEMA debut on display with its owner, AutomotiveRhythms.com. Since Waterfest, the car has undergone upgrades mainly to its sound system and the addition of a new grille. As always, the car shows what sorts of things can be done to the biggest VW. (www.AutomotiveRhythms.com)

For 2005, a further element of the European presence at SEMA also included Project A3 DSG - the center of a prohect car series on VWvortex's sister website Fourtitude.com. Much like the last-minute builds one can view on shows like Overhaulin’ and MTV’s Pimp My Ride, the Fourtitude A3’s last few weeks prior to SEMA have been action packed and leaving us on the edge of our seats as we wondered if it would make its date in Las Vegas. Thanks to companies like APR, ECS Tuning, Exklusiv Motorsports, Falken Tires, Hillside Imports, KW North America, Megiar’s, Schmidt Wheels, Tuner Shop and VAG Parts, our A3 went from stock-looking wallflower at September’s Dubfest show in L.A. to full-on show car for the SEMA Show. (www.Fourtitude.com)





Replica Wheels

Wheels are big business at SEMA. There’s a whole hall dedicated to this facet of the aftermarket, though they pervade the other halls as well as a key component to product offerings. From 30” hummer wheels to multi-million dollar jewel-encrusted chromies and vintage spoked wheels, there’s literally something for everyone.

Replica wheels in particular seem to be a healthily growing niche. Numerous companies selling aftermarket replicas of factory wheels could be found in the wheel hall, all with interesting niche offerings. However, we picked up a catalogue with the most complete offering from a company called 1-800-Used Rim.

Inside their “European Collection” Catalogue was a treasure trove for those looking for the factory plus upgraded look for their European car.

Twenty two wheel designs are offered in replica form for Volkswagen models – an impressive selection. New GTI wheels are already shown as available with 15, 16 and 17-inch versions available in 5x100 for Mk 3 and Mk 4 owners and 15, 16, 17, and 18-inch versions for 5x112 cars. Polished lip examples of the multi-piece BBS style design from the Passat W8 are offered in both 5x100 and 5x112 in 15, 16, and 17-inch versions, while the multi-piece BBS design from the Mk 4 Jetta Wolfsburg Edition can be had in 15 and 16-inch versions for both 5x100 and 4x100 cars. Even the B5.5 GLS 6-spoke wheel is offered in +1 diameter 17-inch sizing for both 5x100 and 5x112 cars. Even the handsome 5-spoke design wheel offered on the Touareg is offered as replica, up to 20-inch in both 5x120 and 5x130 for the Touareg, and that’s not even mentioning the multiple Porsche Cayenne offerings that are also applicable.

In the catalogue, there are also no less than seventeen different Audi designs that could be found. The usual offering found widely of RS6 five-spoke wheels, B5 RS 4 9-spoke wheels and Nuvolari concept wheels were to be expected. However, the range continued.

The seven spoke wheel offered as optional equipment on the current Audi A6 as an 18-inch, though can be ordered in 17-inch and 19-inch versions with offsets of ET35 and ET45.

Likewise, the 16-spoke wheel offered on both A3 and A4 in a 17-inch configuration can be had in a plus-1 18-inch setup in both ET35 and ET45 offsets.

Those owners of older S-cars will also be happy to hear that formerly S8-only sizes of the first and second-generation Avus wheels are offered as well. The original Avus offered as optional equipment on the Ur-S6 was a 16-inch wheel, but the larger 17-inch design that was OEM equipment on early European S8s is offered in both ET35 and ET42. Likewise, the second-generation Avus from the B5 S4 can be ordered in 15, 16, 17 and 18-inch sizes, the latter offered in ET35 and ET45 – a clean upgrade for a B5 S4 or S6 and an affordable replacement for an American-spec S8.



Recaro

Amongst European makes, there’s probably no name more synonymous for sport seating than Recaro. The German seat manufacturer has been embracing the backsides of drivers of high-end European cars for years.

A pleasant surprise in the booth were two examples of a new seat we’ve seen in varying configurations in European market cars like the Audi RS 4 and Volkswagen R32. For Europe, the seats are made in specific spec with expensive options such as power adjustable bolstering in the RS 4. The presence of an OEM RS 4 seat and Recaro branded leather and alcantara seat closer to R32 spec in the Recaro stand caused many who knew what they were to stop and gawk.

When pressed on the reason for their presence, there were varying responses from Recaro representatives. The seats are brand new, and not yet available in the USA. It would appear the German company’s American arm is weighing the value of offering the seats on the aftermarket here in the States. Certainly they’d be well received, especially amongst RS 4 and next-generation R Golf drivers to name just a few model owners who’d jump at the chance for a retrofit. But, whether or not they’ll come remains to be seen.

Certainly there are some technical issues that will need to be determined prior to construction, like the shoulder-belt pass-through mounted seat release for two-door configurations – a trick feature that doesn’t meet US standards. (www.Recaro.com)



Airkewld Air-Cooled (Volkswagen)

We’ve seen low air-cooleds before, but the Beetle in the Airkewld booth would give ants pause in crossing under the chassis of their displaycar. Airkewld specializes in custom air ride suspensions for the early air-cooled cars, offering a low-rider look for these vintage VWs second to none. ( www.AIRKEWLD.com )

AJ Motorsport Angel Eyes

If black-ed out projecter headlight units with angel-eye effect made famous by BMW is of interest to you, then you might look twice at AJ Motorsport.

Some traditionalists might see it as heresy to put angel eyes on an Audi, though the AJ units certainly appear attractive from what we could see in their catalogue and limited offering in the SEMA booth. Offerings center around the Golf, Jetta and Passat with fitments for both Golf and Jetta for Mk 4, B5 and B5.5 Passats and a unique Golf Mk 3 version we haven’t seen before. Audi models are also included, mainly for the A4, with dual round projector offerings for the A4 with fitments in 95-98 (B5), 99-01 (B5) and 02-05 (B6). (www.AJMotorsport.com)



Jubily Porsche Cayenne Tuning – Relevant to the Volkswagen Touareg and Audi Q7

Ever hear of the Porsche tuner Jubily? Neither had we, but the Japanese tuner focusing on Cayenne tuning is now available Stateside from Performance and offers some cool looking products. Namely the company’s Zero-R 22-inch 12-spoke stainless steel wheel is available in silver, polished silver and Chrome and notably also fits the Volkswagen Touareg and upcoming Audi Q7. (www.PerformancePorscheParts.com)

Blutooth Streaming for iPods

There may not be two hotter buzzwords in the electronic industry than “iPod” and “Bluetooth”. Most owners and enthusiasts own iPods and are constantly seeking out the best way to network Apple’s musical wonderbox with their car. Earlier this year Audi announced streaming music via Bluetooth technology from cell phones, though we found an iPod integration kit utilizing Bluetooth from Oxnard, CA-based Scosche Industries at SEMA that appears to be available now.

Specifically, the company had a Volkswagen fitment kit packaged and on the shelf in the booth, though also promised Audi fitment and many more. As explained to our staff on hand, the kit’s receiver is installed much as a CD changer might be to a factory head unit. Once done, and switched to CD changer, an iPod connected to Scosche’s Bluetooth transmission attachment can stream audio to the car from up to 30 feet away.

The company also offers good-looking aftermarket stereo fitment kits for several VAG products. (www.Scosche.com)



Summary

SEMA may not be a Euro-centric show, and it’s certainly not specifically geared for the Volkswagen and Audi aftermarket, and Volkswagen now leads the flag-waving in that regard. Beyond VW, if you were willing to dig, there plenty to find of Volkswagen and Audi interest… even if you aren’t into the amazing array of muscle cars, sport compacts, pickups and more that dominated the show.

If you didn’t see it in the booths like those we’ve mentioned above, you might have bumped into many other players in Audi aftermarket circles. We’re sure we missed more than we saw, but bumped in to representatives from APR, AWE, FK, GIAC, New German Perforance and Stratmosphere as we walked the aisles at the show or stood in the lunch line.

Kudos to Volkswagen for taking the lead amongst the German manufacturers and adding SEMA to their show listing. This can only help raise the presence of other Volkswagen and Audi related businesses and we hear from several we ran into this year that they’re considering displaying in 2006. For now, look for general SEMA coverage and additional show press releases on Fourtitude throughout the remainder of the week.



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