SEMA 2018: E3 Spark Plugs/Cool Hand Custom’s 1940 Dodge Trucks

So far, Rod Authority has brought you a three-installment series of Cool Hand Custom’s big-block Mopar truck build, and when we touched down in SEMA, we were just as anxious as everyone else to see the final hot-rod hauler in person.

We made a date with Cool Hand Custom’s principles EJ and Amy Fitzgerald, and ventured off to the E3 Spark Plugs display booth in Central Hall, deep within the Las Vegas Convention Center to meet up.

Before we get to the walk-around, we wanted to give a shout out to E3 Spark Plugs for participating in CHC’s build, and putting it front and center in the booth.

E3 is a major player in spark plugs, and according to its website, “The spark plug is a critical device that supplies the spark (or flame kernel) for your car, truck, motorcycle, or small engine. However, the basic plug design really hasn’t changed that much since the original ones used by Henry Ford back in 1904. Our company was formed to find a better design that would provide E3 Spark Plug’s customers with performance advantages such as increased power and improved fuel efficiency.”

Back at the booth, the truck looked great under the show lights, and we couldn’t help but notice the Optima stickers on the doors. Amy said they were going the run the truck at the Optima Ultimate Street Challenge, and were either “gonna break it in, or break it.”

So there you go, stay tuned to Rod Authority for more updates on “40-440.”

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About the author

Dave Cruikshank

Dave Cruikshank is a lifelong car enthusiast and an Editor at Power Automedia. A zealous car geek since birth, he digs lead sleds, curvy fiberglass, kustoms and street rods. He currently owns a '95 Corvette, '76 Cadillac Seville, '99 LS1 Trans Am and big old Ford Van.
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