For this industry leader, becoming SEMA’s new vice president of marketing is the culmination of three decades of personal and professional commitment to the performance-car culture and automotive aftermarket.

RJ de Vera knows that a key part of his mission at the Specialty Equipment Market Association (SEMA) is developing and implementing a digital-first, multi-channel marketing strategy to expand brand awareness and build customer affinity for SEMA and its members. He has the experience, having spent 12 years at 3M, with the last seven as global leader of digital marketing and public relations for the Meguiar’s Car Care brand. Before that, de Vera helped build corporate image vehicles with OEMs including Honda, Lexus, Mitsubishi, Mazda, and Toyota.

De Vera also helped American Racing, VeilSide Japan, and Vorsteiner design and market aftermarket parts and accessories. When PepsiCo., Valvoline, Boost Mobile, Michelin/BFGoodrich, and Microsoft/XBOX needed consulting on automotive-related marketing projects, they called de Vera.

Just over two decades ago, de Vera consulted for “The Fast and The Furious,” the movie that helped launch many young enthusiasts into the car hobby. He even rented his customized Honda S2000 to the production company for use in the film. Now, he combines that life and professional experience for a prominent job in the automotive aftermarket. Recently, he shared his plans with PRI.

PRI: What pivotal moments in your life launched you into the car hobby?

de Vera: I fell in love with customized and modified vehicles before I had my license, so much so that I stopped playing high school sports. I got a full-time summer job and then went part time during school to buy parts for a car I didn’t even have yet. In senior year, I started a business selling performance parts out of my mom’s condo. Then, during college, becoming a magazine editor at Petersen Publishing opened my eyes to the car culture well beyond Southern California.

PRI: What are you most looking forward to in this job?

de Vera: At Meguiar’s, I contributed to a culture but that was just one brand. At SEMA and PRI, I have the opportunity to help other brands and organizations to build better versions of themselves.

PRI: What aspect of your career would you say best helped prepare you for this job?

de Vera: I understand global marketing and strategic thinking from a Fortune-100 perspective. I’ve been a business owner, I’ve been in big corporate, and I’ve consulted for automotive aftermarket companies. I’ve seen all sides of what it means to be a member or enthusiast in the car culture. I think all of that will be beneficial in terms of perspective. It’s prepared me to promote and market for the success and prosperity of our members.

PRI: How do you think you can make the biggest impact at SEMA?

de Vera: My mindset and style are about stimulating progress within the association. Many people know PRI or SEMA for their shows. I want to bring some light to all the things that we do as an association and all the member services we offer. We’re still protecting everyone’s freedoms to be able to modify and customize their vehicles and to turn street cars into race cars. I’ve done that myself several times.

PRI: How important is it to address the youth car culture for SEMA growth?

de Vera: It’s very important to bring new people in. Millennials and Gen Z are big populations, 80 or 90 million just in the US and close to 200 million globally. There may be a smaller percentage of young people getting involved with cars than 30 years ago when I got started, but because the population size is so big, the number is still large. We can be more welcoming and inclusive with our events and programs, especially now that we’ve opened membership to individuals.

PRI: How is opening membership to individuals going?

de Vera: It’s just starting. We’re still honing in on what individual members are going to value. This is an opportunity to bring in enthusiasts as another voice in the association and as another base that we can serve.

PRI: What are your key near-term and long-term goals?

de Vera: We want to evolve some of our marketing to be digitally minded or digital-first. More than just digital, though, it’s about blending the offline and online efforts. Whether its social media, paid digital, our websites or influencer programs, we want to take the next steps to be an even better resource to our members.

PRI: What is one trait you admire in others and why?

de Vera: First is curiosity, which opens people’s minds. Probably the trait I admire even more is having a growth mindset. It’s about being open to the idea that nothing’s perfect and that you can be better each day.

PRI: What professional or personal accomplishment are you most proud of?

de Vera: To have had a career in the automotive aftermarket for close to 30 years. I feel proud and fortunate that I’ve been able to continue to work in this industry that I love.

PRI: Is there a recent mistake that you’ve learned from?

de Vera: Lots of times, as professionals, we’re go-go-go and very focused, but sometimes that focus leads us down a narrow path. There were times when I was going too fast, and I didn’t pause to audit and have a “review, renew, recommit” mentality to make sure I was still going down the right road.

PRI: What’s one thing you can’t live without, aside from your devices?

de Vera: It’s two things, closely tied together—good music and a manual transmission. I love driving down a great road, whether it’s the PCH or somewhere in the canyon, with some Nineties hip-hop playing, because that’s what I grew up with. I also own a dual-clutch car. I love technology, but I also love things that are classic.

PRI: What is a current build you’re excited about?

de Vera: A few months ago, I came across a black S2000 with red interior, which was like my original one 20 years ago. It was serendipitous that I had an opportunity to purchase this car close to the anniversary of the first Fast and Furious movie, so it just felt right to buy it and create a tribute build. I want to build it with modern parts from member companies.

RJ de Vera

Title: Vice President of Marketing

Organization: SEMA

Hometown: Irvine, California

Fast fact: Beyond his love of cars, RJ de Vera said, “I’m a big sneakerhead, foodie, traveler, hiker, yogi, and cardio boxer. I feel that inspiration can come from many different places.”