Hey guys..... if anyone's interested in doing this, I run a mobile electronics store and we carry the Audiovox stuff. These guys make great vehicle add-ons and seat heaters is part of their lineup. I'm not sure of what brand was mentioned at SEMA but the Audiovox is great stuff. We get $170 each seat. If you're interested you can reach me at 603-778-1402 for more info. Ask for Saul.