SEMA's Gen-III Innovator Award Presented to MSD Performance's Todd Petersen - Engine Builder Magazine
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SEMA’s Gen-III Innovator Award Presented to MSD Performance’s Todd Petersen


Todd Petersen, the Chief Innovation Officer of MSD Performance, was awarded the SEMA Gen-III Award during the 2013 SEMA Banquet.

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The SEMA Gen-III Award credits a young individual that generates a game-changing product or service to our industry. Petersen has been instrumental in leading the MSD Performance team to develop their line of Atomic EFI systems for carburetor replacement and GM LS applications as well as their new Brainwave Vehicle Management Network.

pettersonPetersen’s forward thinking in focusing on the customer’s experience while installing and using products has led to breakthrough technology that has set the foundation for MSD’s Atomic EFI systems with an emphasis on reduced wiring and self programming to ease the intimidation of modern electronics.
“In our focus to deliver innovative product solutions to our customers, we will continue to attract and empower young and resourceful talent like Todd to drive these programs”, commented Ron Turcotte, CEO of MSD Performance Group.

For 2013, Peterson led the MSD engineering team through the development of their Brainwave vehicle management network that was introduced at SEMA 2013 and was a major topic at the Connected Car panel. This innovative technology ( ties multiple vehicle control systems into a single communication network and point of control via a tablet or smartphone device.


Not only will this network tie in a multitude of operating systems, but it allows for other companies to integrate their components into the system. Fuel and ignition, transmission, climate control, instrumentation or even suspension adjustments will all be monitored and controlled through one harness and software app.

Founded in 1970, MSD is one of the most recognized industry names in ignition system products, EFI products and high performance parts. The company designs, develops, tests, and manufacturers its entire line of ignition boxes, distributors, EFI systems, coils, spark plug wires, crank triggers and other performance parts from its headquarters in El Paso, TX. MSD is part of the MSD Performance family.


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