MESSIN' IN ESSEN; We take a peek at `Euro-SEMA'.(News)(Specialty Equipment Market Association)

Byline: MATT DAVIS

To really see every booth at the Specialty Equipment Market Association show in family-friendly Las Vegas, you would need three days and 24 hours in each day. But this is Essen, Germany, and one dense eight-hour shift will do. Even so, the Essen motor show grows a little every year and is bound to soon overreach its humble home in the Messe Essen-a similar story to what has happened with SEMA.

This year Volkswagen once again increased its serious involvement, loaning several Golf GTIs for customization and tuning. And, just as with the increased manufacturer presence at SEMA, VW also introduced three new production models-the Audi Q7 S-line, S4 convertible and VW Polo Cross.

Other manufacturers getting more involved included Mazda with a specially trimmed RX-8 Contest, Suzuki with a Grand Vitara Baja edition, and Toyota with a revved- up 214-hp Corolla TS Compressor with a force-fed 1.8-liter VVT-Li- the same engine used in the latest Lotus Elise and Exige, only better.

Along with the GTI, cars of choice for upgrades were: Mazda 3 five-door, BMW 1 Series, Audi A3 Sportback, Porsche Cayman S, Nissan 350Z and Volvo S40.

Rising up from the mass of accessories was the BBS Air Inside range of wheels with hollow shoulders and spokes. This weight-saving technology-losing up to 13 pounds per wheel-was originally shown at the Geneva motor show last March and was present at SEMA. The wheels will be available in the United States by spring.

For sheer fun there are the Pirelli PZero ...