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Atherton part of SEMA panel on 'green' racing
American Le Mans Series presented by Tequila Patr¢n President and CEO Scott Atherton was part of a blue riband panel Tuesday – “Driving Green Performance” as part of the annual SEMA Show in Las Vegas. 

The seminar was part of SEMA’s Vehicle Technology Briefing program and focused on Green Performance, one of fastest growing segments in the specialty equipment Industry. With the government mandating higher mileage while consumers demand even better performance with increased mileage, the search for energy innovation and efficiency is at an all-time high.

This panel of experts from leading automakers, original and specialty equipment suppliers, car builders, powertrain experts and entrepreneurs and discussed an overview of the challenges and opportunities of green performance, as well as explore the potential solutions and new business opportunities for SEMA members to partner, leverage and capitalize on their capabilities in these emerging technologies and growing market segments.

Also on Tuesday, the Go Green Auto Rally named the American Le Mans Series as its Official Racing Series and released a schedule of events which includes many races in conjunction with the ALMS. The partnership represents a first of its kind demonstration of the link between racing and consumer eco-driving.

The Go Green Auto Rally is designed to demonstrate to consumers, through instruction in certain endurance racing techniques and a road rally not for speed but for efficiency, how they can be more efficient drivers with the cars they already own, and even more efficient with new automotive technologies, all without losing the joy of driving. The new partnership will see the Go Green Auto Rally as a lead-in event to many of the ALMS races, demonstrating the link between racing and road applications, featuring manufacturers new offerings, while promoting the race in that market.

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