SEMA President and CEO Chris Kersting (left) and Chairman of the Board of Directors Rick Rollins addressed the crowd.

New, innovative products are the lifeblood of the automotive aftermarket, so it’s no wonder that SEMA kicks off the show each year with its New Product Awards Breakfast. There are typically 12 categories for which an award is given, but this year that number grew to 13 with the addition of Best New Powersports Product.

Yesterday at the Keynote Address Luncheon, SEMA President and CEO Christopher J. Kersting noted that there were over 1,500 new products in the new products showcase this year, and the awards SEMA gives out at this breakfast are selected from the products featured in the showcase. After an introduction by MC Dave McClelland, Chairman of the SEMA Board of Directors Rick Rollins and Kersting addressed the crowd at the breakfast, noting the show and organization is committed to its members well beyond the next four days.

“Beyond the show, I want to reaffirm the associations’ commitment to keep working year round,” Kersting said. “We only come here four to five days a year. The other 360 days of the year the association team, the board of directors, the council leaders, we’re all working hard to come up with ways to take the resources we gather here at the SEMA show and help your businesses do better.”

The featured speaker for the breakfast was Chairman and CEO of the X Prize Foundation Peter H. Diamandis, who was introduced by McClelland with his motto: “The best way to predict the future is to create it yourself.” Diamandis talked about a number of X Prize competitions that award hefty prizes (Lunar Landing Expeditions, Genome breakthroughs and more). The most notable prize for the automotive industry is the 10 million dollar Progressive Automotive X Prize, where the challenge is to find the fastest car using a non internal-combustion gasoline engine that is able to meet or exceed 100 mpg.

“The most valuable tool in solving humanity’s grand challenges is the passionate and dedicated human mind,” Diamandis said.

After Diamandis finished his speech, McClelland announced the three finalists in each category for the new product awards followed by the winner. Here are the 2009 winners at the New Product Awards Breakfast.

Best New Pickup/SUV/Van Product
Pilot Automotive Inc. Tailgate Lock
Note: As company representative Mitch Williams noted, the company is just doing what the forefathers of the automotive industry did  – “See a challenge, find a solution.”

Best New Exterior Accessory Product
Bushwacker Inc. JK Trail Armor Rocker Panel, Sill Plate, Rear Corners and Hood Protector
Note: Bushwacker has been in business 42 years and has attended the show 38. This was the company’s first win for its innovative Jeep product.

Best New Interior Accessory Product
Bully Dog Technologies Watchdog
Note: A multi-function digital engine display gauge as well as conduct performance testing, the Driving Coach software maximizes fuel efficiency through better driving all in one SKU.

Best New Engineered New Product
Cequent Performance Products  NV2 Bike Carrier
Note: Carries any size or style of bicycle by the wheel, flip shank fits 1-1/4" and 2" receivers.

Best New Performance-Street Product
Sprint Booster USA Sprint Booster for 2010 Camaro Manual Transmission
Note: Improves throttle response with improved pedal input sensitivity without changing factory emissions.

Best New Performance-Racing Product
Phenix Industries Speedlox
Note: A locking AN 37-degree fitting offering safety, convenience and eliminating the possibility of inadvertent leakage and environmental damage.

Best New Packaging Design
AE Distributing Countour HD 1080P
Note: First year at SEMA and won. Packaging is for a wearable camcorder that takes video in HD 1080p quality. Completely self-contained and includes micro SD card, battery, charger and software.

Best New Off-Road/4-Wheel Drive Product
Rescue 42 JackMate
Note: Another first year exhibitor winner. JackMate fits any brand of lift jack (such as Hi-Lift) and allows the jack to clamp, crush, spread and winch up to 8,000 lbs. for creating “jaws of life” if needed in an accident.

Best New Merchandising Display
MacNeil Automotive Products Ltd. Weather Tech Floor Mat Rolling Waterfall Rack and Add-on Display
Note: Company was quick to note that this display was produced because of vendor input.

Best New Mobile Electronics Entertainment Product
PLX Devices Kiwi WiFi
Note: Wirelessly connect vehicle's OBDII port to iphone and ipod touch. Compatible with 1996 and later vehicles. Gauges, MPG, check engine diagnostic, horsepower and torque, and more.

Best New Street Rod/Custom Car Product
Mastershift Shift Lever Relocatoin Hardware for TKO and T56 Transmissions
Note:  Allows installation of aftermarket transmissions in various vehicles where shift lever must be located further back from factory location.

Best New Powersports Product (new category)
Dakota Digital Inc. MCL-2000 Series Harley Davidson 4.5” Tank Mount Digital Instrument  Systems
Note:  Fits Harley Davidson models with 4.5” speedometer, displays include: speedometer, tachometer, odometer, gear indicator, clock and more.

Best New Tools & Equipment Product
TCA Toolstorage TCA HD 41” Tool Storage Solution
Note:  Features 100-lb. sliders (double Sets on 4”H drawers), 660-lb casters, key-locked, rubber drawer liners, gas shocks on chest lid.