By SEMA News Editors

 

The automotive aftermarket is entering a new phase––less volatile than the pandemic years, but no less complex.

 

The "2026 SEMA Future Trends and Industry Update" offers a clear-eyed look at what's changing across the economy, vehicle landscape and consumer behavior––and what it all means for automotive aftermarket businesses.

 

This article highlights some key takeaways, but it only scratches the surface. The full report dives deeper with data, forecasts and analysis designed to help businesses plan what's next.

 

 

A Return to "Normal"––But a Different Normal

 

After years of disruption, the specialty-equipment industry is stabilizing. Sales have reached $52.65 billion, with growth expected to settle into a more typical 3%–4% annual pace.

 

That doesn’t mean things are going back to the way they were.

 

Consumer demand remains strong, but it's navigating higher prices, elevated borrowing costs and ongoing uncertainty around tariffs and inflation. For aftermarket businesses, this creates a more balanced––but more competitive––environment.

 

What it means: Companies that focus on value, differentiation and service will be better positioned as the market normalizes.

 

The Consumer Balancing Act

 

Today's consumers are still spending––but not evenly.

 

On one end, affluent buyers continue to invest in premium upgrades and personalization. On the other, cost-conscious consumers are prioritizing essential maintenance and lower-cost improvements.

 

What it means: Successful businesses will need to serve both sides––offering premium innovation alongside practical, value-driven solutions.

 

Trucks, CUVs and an Aging Fleet Drive Opportunity

 

The vehicles Americans drive continue to define the aftermarket.

 

• Light trucks and CUVs now account for more than 80% of new-vehicle sales.
• The total vehicle on the road has surpassed 295 million vehicles––and continues to grow.
• Vehicles are staying on the road longer than ever.

 

That combination is powerful.

 

A larger, older fleet translates directly into increased demand for repair, maintenance and personalization––core strengths of the aftermarket.

 

What it means: Product development and fitment strategies that align with trucks, crossovers and aging vehicles will remain critical.

 

EVs Slow, Hybrids Surge, ICE Stays Relevant

 

Electrification is still evolving––but not as quickly or as predictably as once expected.

• Electric vehicle (EV) adoption is slowing amid cost concerns and infrastructure challenges.
• Automakers are recalibrating investments.
• Hybrids are gaining traction as a practical middle ground.

 

Meanwhile, internal combustion engine (ICE) vehicles will remain a dominant force for years to come.

 

What it means: The aftermarket doesn't need to pivot overnight. ICE products remain essential, hybrid opportunities are growing and EV strategies can be more measured.

 

Financing Is Changing Ownership Cycles

 

Higher interest rates are reshaping how––and whether––consumers buy vehicles.

• New-vehicle rates hover around 7.6%.
• Used-vehicle rates are even higher, around 11.4%.
• Monthly payments exceeding $1,000 are increasingly common.

 

At the same time, tighter lending standards are pushing more buyers out of the new-vehicle market.

 

What it means: Vehicle owners are holding onto vehicles longer—creating sustained demand for aftermarket parts, upgrades and services.

 

ADAS: Opportunity Meets Complexity

 

Advanced driver assistance systems (ADAS) are no longer optional––they’re becoming virtually standard.

 

From automatic emergency braking to lane-keeping systems, these technologies are rapidly expanding across the vehicle fleet, with additional regulations on the horizon.

 

But they also introduce new challenges. Even small modifications––lift kits, bumpers, lighting––can affect sensor performance, and there's still no universal standard across OEMs.

 

What it means: Aftermarket companies must invest in understanding ADAS integration, calibration and testing. Resources like SEMA Garage in Diamond Bar, California, and Detroit are becoming essential tools for navigating this complexity.

 

A Market Full of Opportunity––If You Know Where to Look

 

Despite economic pressures and industry shifts, the fundamentals remain strong. Key opportunities include:

• A growing truck and CUV market.
• An aging vehicle fleet.
• Continued enthusiast engagement––especially among younger consumers.
• Expanding hybrid adoption.
• New product categories shaped by ADAS.

 

At the same time, challenges––from tariffs to technician shortages––require strategic planning and adaptability.

 

Get the Full Picture

 

The "2026 SEMA Future Trends and Industry Update Report" delivers far more than high-level insights. Inside, you'll find:

• Detailed charts and forecasts.
• Consumer behavior analysis.
• Segment-specific data.
• Deeper dives into the trends shaping your business.

 

In a market defined by change, staying informed isn't optional––it's a competitive advantage.

 

Access the full report to see what's next for the automotive aftermarket––and how to prepare for it.

 

 

SEMA's Market Research team provides information and insight to help SEMA members and the specialty auto aftermarket industry make better business decisions. Its focus is on providing reports, data and consultation to help companies understand the current market and state of consumers. Learn more at sites.sema.org/market-research.

 

SEMA Membership offers real savings, real benefits and real tools to help your business grow, including access to the valuable SEMA Market Research reports. Join SEMA today at sema.org/membership-business. 

 

From the SEMA Washington, D.C., office

 

 

Nearly 120 advocates––including SEMA and PRI members, content creators, industry partners and a few automotive celebrities––brought action to our nation's capital last week to advocate for the automotive aftermarket, motorsports parts and off-road industries. 

 

The 2026 SEMA & PRI Washington Rally was the organization's largest ever advocacy event, uniting manufacturers, influential voices, builders, racers, retailers, track operators, industry leaders and more from across the country to advocate for policies that protect automotive customization, innovation, motorized access to public lands and provide tax certainty to race tracks. 

 

The Washington Rally continues to be the specialty automotive aftermarket's most important advocacy event, underscoring the value of direct engagement between industry leaders and policymakers. Rally attendees participated in more than 110 meetings on Capitol Hill and met with key executive branch agencies, including the National Highway Traffic Safety Administration (NHTSA), the U.S. Bureau of Land Management (BLM), the U.S. Department of Education, and the U.S. Department of Veterans Affairs. 

 

During their Hill meetings, SEMA and PRI members provided congressional staffers with firsthand perspectives on important bills that would positively impact both their companies and the automotive aftermarket, off-road and motorsports parts industries. Participants discussed topics ranging from protecting the right to modify vehicles and legislation preserving access to public lands to creating long-term tax certainty for motorsports facilities and supporting small businesses that drive innovation throughout the industry. 

 

The kick-off dinner featured remarks from EPA Administrator Lee Zeldin, who discussed his priorities, the EPA's efforts to eliminate EV mandates, and the agency's support for the automotive aftermarket industry. Administrator Zeldin's speech marked the first time a member of the President's Cabinet has spoken at a SEMA and PRI Washington Rally.  

 

The dinner also featured noted automotive personalities Chris Jacobs and Cristy Lee, who led a conversation with Eric Schmitz, the Coalition's director for speaker of the House Mike Johson (R-La.), and Katie Phillips, executive director of the House Blue Dog Coalition. 

 

Between House and Senate meetings, SEMA and PRI Rally attendees had lunch at the exclusive Capitol Hill Club, with Rep. Richard Hudson (R-N.C.), the chairman of the National Republican Congressional Committee, serving as the keynote speaker. 

 

For more information, or to sign up for SEMA Advocacy updates, visit semahq.org. 

From the SEMA Washington, D.C., office

 

 

Nearly 120 advocates––including SEMA and PRI members, content creators, industry partners and a few automotive celebrities––brought action to our nation's capital last week to advocate for the automotive aftermarket, motorsports parts and off-road industries. 

 

The 2026 SEMA & PRI Washington Rally was the organization's largest ever advocacy event, uniting manufacturers, influential voices, builders, racers, retailers, track operators, industry leaders and more from across the country to advocate for policies that protect automotive customization, innovation, motorized access to public lands and provide tax certainty to race tracks. 

 

The Washington Rally continues to be the specialty automotive aftermarket's most important advocacy event, underscoring the value of direct engagement between industry leaders and policymakers. Rally attendees participated in more than 110 meetings on Capitol Hill and met with key executive branch agencies, including the National Highway Traffic Safety Administration (NHTSA), the U.S. Bureau of Land Management (BLM), the U.S. Department of Education, and the U.S. Department of Veterans Affairs. 

 

During their Hill meetings, SEMA and PRI members provided congressional staffers with firsthand perspectives on important bills that would positively impact both their companies and the automotive aftermarket, off-road and motorsports parts industries. Participants discussed topics ranging from protecting the right to modify vehicles and legislation preserving access to public lands to creating long-term tax certainty for motorsports facilities and supporting small businesses that drive innovation throughout the industry. 

 

The kick-off dinner featured remarks from EPA Administrator Lee Zeldin, who discussed his priorities, the EPA's efforts to eliminate EV mandates, and the agency's support for the automotive aftermarket industry. Administrator Zeldin's speech marked the first time a member of the President's Cabinet has spoken at a SEMA and PRI Washington Rally.  

 

The dinner also featured noted automotive personalities Chris Jacobs and Cristy Lee, who led a conversation with Eric Schmitz, the Coalition's director for speaker of the House Mike Johson (R-La.), and Katie Phillips, executive director of the House Blue Dog Coalition. 

 

Between House and Senate meetings, SEMA and PRI Rally attendees had lunch at the exclusive Capitol Hill Club, with Rep. Richard Hudson (R-N.C.), the chairman of the National Republican Congressional Committee, serving as the keynote speaker. 

 

For more information, or to sign up for SEMA Advocacy updates, visit semahq.org. 

By Jason Mulroney

 

From turbocharged school buses to Rolls-Royces powered by Cummins diesels, Westen Champlin has built a digital empire by doing what most people only daydream about: taking wild automotive ideas and turning them into full-blown, tire-shredding reality. What started as a simple desire to make videos with his brother eventually grew into one of the most recognizable content channels in the automotive space.

 

Champlin and his team began by filming the work they were already doing—buying, selling, fixing and experimenting with vehicles—only to discover that audiences across the country and around the world couldn’t get enough of the chaos, creativity and humor woven into each build.

 

Named SEMA’s Content Creator of the Year at the 2025 SEMA Show, Champlin remains humbled by the recognition, noting how surreal it feels for a crew operating “in the middle of nowhere” to reach a global audience that values their unfiltered, hands-on approach to automotive entertainment.

 

Whether he’s dyno-testing outrageous builds, assembling a 200-acre off-road playground or exploring every corner of car culture—from drifting to drag racing to off-roading—Champlin continues to push boundaries while surrounding himself with a team he says makes the impossible possible.

 

SEMA Magazine: How did your Westen Champlin Channel come to be?

Westen Champlin: My brother told me I was going to be a YouTuber. And then, boom, here it was. No, actually my brother Garrett made YouTube videos for a long time, but then, obviously, he couldn’t make any money at YouTube. There was no way to make a living at it. So, he stopped, but it was his passion. I always wanted to do it, and one day we realized people were making YouTube videos about what we did—every day. When we started our business, we would buy trucks, sell trucks, fix things up—you know, do stuff like that. We ended up making YouTube videos about what we did every day. And then the videos got a little crazier and a little crazier and a little crazier. Next thing you know, we’re driving around Rolls-Royces with compound turbo diesels in them.

 

Outrageous builds and tire-shredding mayhem comprise Champlin's trademark formula.

 

SM: What does recognition as SEMA Content Creator of the Year mean to you?

WC: I’m a bad M*** F***. No. I’m joking. It’s kind of wild because it feels like we’re out here in the middle of nowhere making videos, having a good time. And it’s wild to think that people all the way across the country, let alone the world, see this and recognize it as we’re doing something great and awesome when we just think we’re doing something cool. But it’s wild to see other people appreciate it. I think that would be the best way to describe it.

 

SM: What are your thoughts on content creation marketing in the aftermarket space?

WC: It’s the best marketing you can do. I’m biased, obviously, but the people will buy what they trust, and what they trust is what they see. So, it’s more likely that if they see me use an eBay turbo kit, Valvoline or whatever I might use in a video, they’re like, that worked for him and they can see it with their own eyes. Us doing what we’re doing and it’s working and having a good result, then they’re going to trust it more. This means whenever they walk up to the shelf, there’s a hundred different options of everything you want to buy. Which one are you going to pick? The one you’ve never heard anything about or the one that you’ve seen on the internet actually working and doing what you want?

 

SM: What advice would you give a younger version of yourself trying to establish a presence or a content business?

WC: Determination. I’ve never ran into anything that if I haven’t messed with it long enough that I’ve eventually made it work. If I keep going long enough, I have made every single thing I’ve ever tried to make work, work, including YouTube, including content creation—everything. I guess the best thing I would say is keep going.

 

SM: That’s a good one. Your favorite platform is presumably YouTube. What are your thoughts on others?

WC: They all have their place. YouTube is good because it gives people the ability to watch content that’s very much like traditional television. You can sit down and watch a long-form video, but if you’re riding down the road, you’re probably not going to watch a full-length YouTube video. But you can scroll through and see a reel, photo or post—anything like that. They all have their place, and I think everyone’s got their own way of how they want to digest content—whether that be short- or long-form.

 

Champlin specializes in long-form content on YouTube bolstered by short-form content on other platforms.

 

SM: How do you partner with brands in the automotive aftermarket?

WC: Most of the time brands approach us, but it goes either way. Maybe we’re working on a special project, and we’ll approach a brand and say, hey, this is what we’re doing, would you like to come on board and help support it? And 90% of the time they’re like, yeah, that’s awesome. We’d love to. This is what we can do to help. And sometimes they’re like, well, no, it’s just not our thing. That’s totally fine too, but I think more than anything, it’s a give and take. Some companies, we approach them and explain what we can do for them. And then other places say, hey, this is what we would like to get out of you. What can you do?

An example is, we have this Rolls-Royce we’re building. It’s one of one; no one else has ever done it in the world. And we’re trying to take and piggyback an airlift system into it that, basically, shouldn’t work. We’re taking parts from a Rolls-Royce, and we’re trying to figure out how to make all those parts from a Rolls-Royce work without the Rolls-Royce Ride Control unit.

And then one of my guys in the shop said an airlift system would be awesome. We reached out to Airlift, told them what we’re doing, this is how we can showcase your product, and this is the kind of promotion that we can give you. Would you be willing to come on board and help us in this project? And they said they’d love to be involved and have seen the project we’re working on and we think it’s cool.

And in that instance, they come on board, sent us an entire Airlift system for that build, which then we built a custom plate in the trunk and did chrome plated lines and all the good stuff. Dual pumps, ride control unit, and it turned out nice because they got a great section in the YouTube video of us unboxing it and showing what it’s capable of when installing it. So, people go from seeing it in a box and then they see it working on the car as well.

 

SM: Any specific thoughts on best engagement, particularly towards a younger audience?

WC: It’s such a broad question. It’s hard to say because YouTube has good engagement. Obviously, the younger audience leans more towards the short-form content. Short-form is kind of like mashed potatoes. It’s nice, you would eat it, but you still want the steak—you know what I mean? You still want to have a nice juicy rib-eye next to it.

I would say, more than anything, that the younger audience is kind of on every spectrum of social media, whether it be YouTube, Instagram, TikTok, YouTube shorts, Facebook reels, whatever it is. That is 100% where the younger audience is. You’re not going to see them on forums, Facebook pages or things like that. You’ll see them enjoying content and videos, but you won’t see them in more of a conversational set.

 

SM: You’re saying it’s good to have Instagram reels, Facebook reels, and other things to get them engaged with your content and then have that juicy steak, which is the YouTube videos, to give them something more…

WC: Yes, exactly. That’s exactly the best way to put it. Reels are like your welcome sign to the hotel. And then once you get inside, there’s the steak and everything else that they might want.

 

SM: What, if any, areas of the industry do you see trending or blowing up again?

WC: You know, the thing is, I think everything that is popular now will just continue to be popular. I think there’s a few things that are going to kind of get left in the dust and left behind. But LZ swaps are still going to be popular. Engine swaps, suspension packages, wheels and F1.

F1 is a very big one because obviously it’s become very big in the United States when it hasn’t been in the past. So many more young people are watching F1 and paying attention to it.

 

SM: What do you think the future looks like in social media and, more specifically, the aftermarket industry?

WC: I think the best companies will be led by how well their social-media marketing is, to be honest, because you can market in a traditional sense, but unless you have a product that is so unique that they have to come to you, there’s so many different options that people buy what they see. And if they see you’re selling tires, and if they see your tires more than anything else, are you going to go up and buy the tires you see, or are you going to buy the tires you’ve never heard of? You’re going to buy the tires you see, because you trust [them] more.

Whenever it comes to automotive, everything you buy basically is a pretty big financial decision for someone. Whenever somebody comes along to buy that supercharger, turbo, tires, set of wheels, set of shocks or whatever it is, they’re going to always go with the thing that’s more trusted.

 

SM: Can you tell us about the new Horsepower Ranch and what you have planned for it?

WC: Oh, it’s going to be epic. So basically, the Horsepower Ranch is a 200-acre off-road park right outside Wichita, Kansas—about 45 minutes away from our shop. It’s going to be the new home for our Horsepower Labs, our entire media team—everything about it. And we’re going to use it not only for making media, making YouTube videos, reels, shorts, everything, but it’s going to be open to the public.

The public can still come out, experience some of the cool things that we have there like the off-road trails and river. It’s going to be a nice recreational area. Plus, we’re also going to build a drift pad and kind of a short circuit around the north side of the property as well. We have a drift pad and drift course, which also can be used for door-to-door racing. Maybe some go-kart stuff. We’re going to put an RV hookup so people can stay. It’s basically just a great horsepower paradise.

 

The 2026 SEMA Show Horsepower Rodeo activation had a vehicular couch doing burnouts.

 

SM: What is the most valuable career lesson you’ve learned since you started in this industry?

WC: You’re only as good as the people you surround yourself with. I’m not going to say this too much because Kennadie’s [operations manager] sitting right here and she’s going to get a big head, but it started off with me and my brother Garrett. Garrett was good because he was just good at all things social media. Him and every person that I’ve hired and made a part of the team are great at their specific job and what they do. And I think, ultimately, I don’t know if I’m great. A lot of people think I’m good. I don’t think I’m good. I think I have a lot of people around me that make me look good.

 

SM: What specific areas of car culture are you most drawn to these days?

WC: I have a general fascination for everything. There’s not anything that I think I don’t really care about at all because I literally go from lowriders that are on hydraulics to maybe putting some studded tires on a car and going ice racing. I think more than anything, it’s about how cars are such a fun thing and you can have so much fun with them. And there’s so many different things that people do with cars that you’re constantly exploring and discovering things that you didn’t even know about. I like drag racing. I really like drifting. I’m a big fan of off-roading. I’ve never really been to many NASCAR races or F1 and things like that, but I think I’m starting to get into that too. I think that’s interesting.

 

SM: Craziest day at work?

WC: I’ve had a bunch. I think the craziest day at work since I’ve been here, at least, is rolling up and there’s a freaking tank outside. You know what’s funny is the tank got there and like, my mind short circuits by the end of the day and I just forget what happens. And my girlfriend asked me, ‘What did you do today?’” I’m like, ‘Oh, nothing really. Well, I drove a battle tank.’ And she’s like, ‘What?!’ Oh yeah, actually, we bought a battle tank. So, I think probably the craziest day was when I rolled up to our shop and they were delivering a battle tank that was 125,000 lbs. And then we did burnouts that afternoon and we shot some videos, and I think we dyno’ed something the next day. So that’s kind of rolling into the next day. But I think every single day is one of the wildest days at work.

Oh, you know another one? The burnout party! We invited about 30 of our best friends to come to our compound and do a little burnout party. And we probably had 50,000-plus people here. And we just did burnouts after burnouts after burnouts; it was a crazy, crazy day. We live-streamed seven hours of us just destroying tires, having a good time.

You know what? I hate to pander, but the SEMA Show. SEMA would have to be [included], because whenever we run the Horsepower Rodeo activation outside West Hall, there was a moment where we had a jet car. We had a semi doing burnouts and drifting. We had trophy trucks jumping over cars that were doing burnouts so ferociously they were on fire. I think that’s got to be number one.

We even did burnouts on a couch. That’s it. Yeah, that’s gotta be number one. And that’s like the most, like, if anyone ever heard, ‘Oh, what’d you do today?’ It’s like, well, there was a semi drifting. And then right after that we had a jet car. And then we jumped some off-road cars over a couple drift cars that were doing burnouts. And then we finished it off by drifting a couch and doing burnouts on a couch.

 

SM: Most ridiculous thing you’ve built.

WC: Most ridiculous thing I’ve built… The semi cone. We built an indestructible truck which has a 7,000-lb. cone built on the front of it. That’s just a big old battering ram. And it took us three and a half months to build it. We designed it in CAD, had it cut out of high magnesium steel for the tip, then had it freighted in from another state, welded it all together and fitted it to the front of the truck.

Then we rented a World War II air base, which had a 7,000-ft. runway. We lined up 27 cars, three boats for RVs, a bouncy house, a bunch of barrels and a bunch of other stuff. And we ran through everything on that thing at 70 mph. And it just deflected everything—besides the fact that a boat trailer tore off the driver’s side mirror and it came through the door like it was unscathed. And I figured it—we hit $750,000 worth of stuff with that cone in 35 seconds.

 

SM: Daily driver?

WC: A ’02 Chevy 1500 Crew Cab that rusted out named Raspberry. I don’t know, I just love shit boxes. We have access to some of the coolest cars. I have a demon. I have a TRX. We have cool cars. But there’s just something about a car that you grew up with that you just never forget about. And every time I get into it, I feel like it keeps me humble. I feel like I get in and I’m like, yeah, I remember the good old days.

 

SM: What projects can we find in your garage?

WC: Currently, there’s a Rolls-Royce with a 5.9L Cummins turbo diesel out of a Dodge Ram. There’s a Camaro ZL1 that I bought cheap that we’re putting a turbo kit on because it was a good deal. I got ones I can’t really talk about—my diesel Mustang’s in there. We’re doing some stuff to it. I’ve got my off-road Hellcat—a ’17 Dodge Hellcat supercharged 6.2L, lifted on 35s or, excuse me, lifted 21 in. on 35-in. tires and straight axles and four-wheel drive. And we’re doing some stuff to the winch on that. And then I’ve also got a Ford Ranger tank that we’re replacing a turbocharger on, which when I say a Ford Ranger tank, I’m not talking about like a fuel tank. It’s like a M4 Sherman battle tank on the bottom and a Ford Ranger on top. And it was built in, like, the late ’80s for Monster Jam, and it did Monster Jam with the original Bigfoot. And then we repowered it with a different engine, like, three years ago. Perfect.

 

Champlin received his Content Creator of the Year Award from Chris Fix (right), the 2024 awardee.

 

SM: Dream car?

WC: There’s two, actually, yeah... A ’70 Chevelle SS with red with black racing stripes or a Ford GT, and not the new one with the V6. Not that one. The ’06-like model with the 5.4L supercharged V8. It’s the most beautiful car I’ve ever seen. I want one of those so bad, but they’re like half a million, so I’ll probably never get one.

 

SM: When you’re not in or around cars, where can we find you? And what will you be doing?

WC: Probably eating. I love food; I’m a foodie. I’m good at fishing. You know, I like doing simple stuff. If we’re not filming, doing stuff like, I might be driving around checking on the cows, as stupid as that sounds. Or maybe I’m thinking about whatever we’re doing next, or just things like that. But most of the time cars and filming takes up 90% of my schedule. Like every waking moment all I think about is cars and videos and how to put cars into videos and videos into cars.

You know, the one I’m really stuck on right now—I want to turn the school bus into a VIP sprinter van. I don’t know why I’ve been stuck on that. I’m just am. This is another one that we built; it’s kind of crazy. We have a turbocharged school bus that I bought off Facebook, and I put a turbo on it that hangs off the fender and put 11 psi of boost to it—makes like 700 hp. And I drove it from Kansas all the way to Kentucky for an event. I beat a Corvette on the way there on a race on a ramp to the interstate and just did a whole bunch of stuff—hauled seven of us all the way to Kentucky and back with a school bus with a turbo hanging off the mirror.

 

SM: Who is Westen Champlin in 10 to 15 years?

WC: Making movies. I want to make movies. I think I’ll always love cars. Some days I won’t love them as much as I do other days. I think that’s a hobby, but my biggest passion is making really, really cool videos. And I think the evolution of really, really cool video is really, really cool movies. So maybe there’ll be a Westen Champlin-produced movie one day. We’ll see. 

 

By SEMA News Editors 

 

Attendee registration for the 2026 SEMA Show is officially open. 

 

Set for November 3-6 in Las Vegas, the SEMA Show delivers an attendee experience unlike any other, bringing together thousands of world-class vehicle displays alongside even more of the newest automotive aftermarket products from both emerging and established exhibitors.  

 

The SEMA Show floor serves as the ultimate destination for automotive professionals of all experience levels, backgrounds and areas of focus to convene, share insights and ideas and conduct business for four days straight. 

 

How to Register for the 2026 SEMA Show 

 

Approved attendees can register for a SEMA Show badge at the lowest available rate ($50 per badge) until pricing increases (to $75 per badge) after June 26.

 

In short, the sooner an attendee registers for the SEMA Show, the more they save. But, early registrants can also get a head start on their SEMA Show plan, with access to the Registration Resource Center to print receipts, register a spouse, book hotels, reserve a spot in one of dozens of educational sessions, purchase tickets to events like SEMA Fest, the SEMA Show Kickoff Breakfast, SEMA Industry Honors and more.

 

 

 

How to Save on Your 2026 SEMA Show Hotel Reservations 

 

Hotel reservations are open through SEMA's only official housing partner, onPeak. Bookings made in the official SEMA Show block are eligible for hotel loyalty and member programs and are guaranteed to be the lowest possible prices available. That's right: organizers will price-match if you happen to find a lower rate, so there's no downside to booking within the official SEMA Show hotel block at semashow.com/hotel. 

 

 

How to Save on Airfare to Las Vegas for the SEMA Show

 

SEMA Show organizers know travel costs can add up, which is why they've partnered with several airlines to offer exclusive discounts for attendees heading to the 2026 SEMA Show. 

 

With these deals from exclusive SEMA Show partners––detailed at the link below––attendees can take advantage of airfare savings while planning their trip to the industry's premier automotive aftermarket event. 

 

 

SEMA Fest Is Back in 2026

 

SEMA Fest, which has featured headliners Imagine Dragons, Cage the Elephant, Sublime and Queens of the Stone Age, will return to Las Vegas on Friday, November 6, with motorsports, music and car culture. 

 

Tickets are available now for industry members at the lowest available price ahead of the 2026 lineup announcement. Qualified SEMA Show attendees can add SEMA Fest tickets directly through the Registration Resource Center when securing a Show badge.

 

Non-industry friends and family can purchase tickets now at SEMAFest.com, along with passes for the one-day "SEMA Show Friday – Open to the Public," a bucket-list experience for automotive enthusiasts.

 

The 2026 SEMA Show is set for November 3-6, in Las Vegas. Interested exhibitors can buy a booth and learn more at semashow.com/exhibitor. Attendee, buyer and media registration is now open online. For more information, visit semashow.com. 

 

 

Subtle Mid-Cycle Makeover: The Lexus RX Facelift

 

Premium Japanese automaker Lexus introduced the RX in 1998, and many industry observers consider it the world's first luxury crossover SUV. The current fifth-generation model debuted in May 2022 on the TNGA-K platform and has remained a cornerstone of the brand's lineup. In 2026, the RX continues to rank as Lexus' best-selling nameplate.

 

Still, industry speculation and a steady stream of digital renderings from automotive CGI artists have fueled expectations that Lexus would keep the RX looking as fresh as possible. Now, early proof has arrived. A prototype of the refreshed RX was recently spotted testing at Germany's Nürburgring.

 

The update is expected to introduce revised rear lighting, along with a redesigned front fascia inspired by the all-new ES. Changes include separate LED daytime running lights, updated LED headlamps, and a revised grille treatment incorporating partially body-colored elements.

 

Inside, the updates are likely to be more restrained.

 

Expected revisions include redesigned steering-wheel controls, an updated fully digital instrument cluster, a larger central infotainment display, and revised HVAC vents. Otherwise, the cabin layout appears largely unchanged––including the continued presence of physical buttons and knobs, which many drivers will likely appreciate.

 

 

Huge and Electric: The All-New Lexus TZ

 

 

Lexus has not yet made an official announcement, but parent company Toyota has reportedly filed trademarks with the European Union Intellectual Property Office for the all-electric TZ SUV, signaling the project is more than just industry speculation.

 

The TZ is expected to serve as a more upscale Lexus-branded counterpart to the upcoming three-row Toyota Highlander EV, with both models likely sharing the same platform. Similar to the recently introduced Lexus TX, the TZ lineup could include TZ450e and TZ550e variants, with the naming structure expected to reflect differences in battery capacity, range and power output.

 

Official technical details remain under wraps, but the existing Lexus RZ 450e may offer clues about the upcoming model's configuration. The more affordable TZ450e could use a battery pack similar to the RZ 450e's 63.4-kWh setup, while the TZ550e is expected to feature a larger battery with extended driving range.

 

Toyota has reportedly filed trademarks for both the TZ450e and TZ550e, though additional trims and configurations are likely. Following current Lexus naming conventions, multiple drivetrain and equipment combinations could be offered across the lineup.

 

Pricing for the '27 Lexus TZ is expected to start around $65,000 and climb to roughly $70,000 depending on trim level and available options.

 

 

Story and photos by Andreas Conradt, Automedia

 

By SEMA News Editors

 

The plotting of the Truck, SUV & Off-Road section of the SEMA Show is underway, giving truck and off-road brands the opportunity to showcase their latest innovations to the builders, installers and aftermarket professionals driving the industry forward. 

 

For truck and off-road exhibitors, the opportunity is unmatched. The SEMA Show puts products directly in front of the builders, shops and brands shaping the truck market––from suspension lifts and wheels to bed storage, lighting and exterior accessories. It's where buyers discover the latest innovations in truck customization, capability and performance.

 

Exhibiting is the first step toward increasing brand awareness, meeting new clients and expanding your sales channels. With more than 153,000 attendees and more than 70,000 qualified buyers and decision-makers, the Show delivers direct access to customers actively seeking new products, suppliers and partnerships.

 

Trucks are always a favorite at the SEMA Show, drawing high traffic from eager audiences. New this year, in addition to the Truck, SUV, & Off-Road section in West Hall, the Show will also showcase a Restyling & Trucks section in the adjacent North Hall connected via Sky Bridge, helping builders, installers and enthusiasts find the latest products that are driving trends across the aftermarket in one central location.

 

Beyond the booth, thousands of media members and content creators amplify product launches and brand stories, helping exhibitors build visibility and momentum that lasts long after Show week ends.

 

While the Show floor is filling up fast, there are still opportunities for brands to get involved, helping maximize impact before the doors open in Las Vegas this November.

 

When you exhibit at the SEMA Show, you’re not just renting booth space––you're joining a community that helps shape and protect the truck and off-road industry. Through advocacy efforts, land-use initiatives and market research, SEMA works to support the businesses and enthusiasts who power the industry forward.

 

The 2026 SEMA Show takes place November 3-6 in Las Vegas. Ready to put your brand at the center of the truck and off-road market? Explore opportunities and reserve booth space at the Truck and Off-Road page, or visit the application directly below.

 

Questions? Read this article or contact SEMA at 240-ASK-SEMA (240-275-7362) or via email at customercare@sema.org.  

 

The 2026 SEMA Show is set for November 3-6, in Las Vegas. Interested exhibitors can buy a booth and learn more at semashow.com/exhibitor. Attendee and buyer registration opens on May 4th; to sign up for notifications, visit here. For more information, visit semashow.com. 

 

By SEMA News Editors

 

Malco Automotive and Holley Performance Brands

Holley High-Performance Car Care

 

Malco Automotive has partnered with Holley Performance Brands to launch Holley High-Performance Car Care, a line of professional-grade detailing products engineered to clean, protect and enhance vehicle appearance, according to the manufacturer. The product debuted at LS Fest West in Las Vegas, Nevada.

malcoautomotive.com

By Ashley Reyes

 

The SEMA Professional Restylers Organization (PRO) is now accepting applications for the PRO Cup Challenge, the aftermarket industry's premier competition for automotive restylers whose creativity, craftsmanship and passion drive the automotive customization market.
 

Culminating at the 2026 SEMA Show, November 3-6, the PRO Cup Challenge will present six automotive restylers the opportunity to showcase their builds at the PRO booth #50237 in the Las Vegas Convention Center West Hall. The challenge: design and execute an accessory package for a new-model vehicle that can be installed in fewer than 50 hours and with a total cost not to exceed $14,500.
 

By placing real-world constraints on time and budget, the competition highlights the value of developing repeatable, scalable packages rather than one-off show vehicles. 
 

"The PRO Cup Challenge empowers restylers to demonstrate what's possible when creativity meets real-world constraints," said PRO Council Director Denise Waddingham. "More importantly, it creates an opportunity for restylers, manufacturers and dealers to work together to show how thoughtfully designed upgrades can meet consumer demand while remaining profitable and easy to reproduce."
 

A Platform for Industry Recognition
 

At the Show, a panel of industry expert judges will select the PRO Cup Challenge winner based on vehicle marketability, ease of reproduction, creativity and profitability. Showgoers can also vote for their favorite build, recognizing it with the People's Choice Award. The competition will culminate on Wednesday, where the winner of both awards will be announced at the PRO Booth Happy Hour.
 

Beyond the recognition earned on the SEMA Show floor, the PRO Cup Challenge serves as a launch pad for business growth and professional connections. Participants gain visibility across SEMA channels, meet other restylers whom they can connect with and learn from, and collaborate with accessory manufacturers and dealers on market-ready builds that drive sales and profits.  
 

Boost Your Brand and Your Build. Apply Today.
 

The PRO Cup Challenge is open to current PRO members, as well as SEMA member companies in automotive restyling that are eligible to join PRO. For more information or to apply for the competition, visit www.semapcc.com. The deadline to enter is July 24. 

From the SEMA Washington, D.C., office

 

The U.S. Bureau of Land Management (BLM) issued a final rulemaking that repeals the 2024 Public Lands Rule, signaling a major shift in the federal government's approach to public land management. According to the U.S. Department of the Interior and BLM, the rollback is intended to restore a more traditional "multiple-use" framework for managing public lands across the West.
 

• ORBA and SEMA strongly support the BLM's decision to back a new federal proposal to repeal a Biden Administration-era policy that threatened recreational access to millions of acres of public lands.
   

The original 2024 rule--formally known as the Conservation and Landscape Health Rule--generated significant concern throughout the off-road recreation community because it expanded conservation leasing and mitigation mechanisms on public lands while elevating conservation as a standalone land use within BLM policy.
 

From the beginning, ORBA, SEMA and many other groups across the recreation, agricultural, motorsports and public lands communities questioned whether the rule shifted the balance Congress intended under the Federal Land Policy and Management Act (FLPMA), where public lands are managed for multiple uses, including recreation, conservation, grazing, energy production and public access together.
 

In announcing the proposed repeal, the Department of the Interior stated that the 2024 rule created regulatory uncertainty and added planning and permitting burdens that could impact recreation, grazing, timber, energy and other traditional public land uses.
 

For the off-road community, this is a significant development, but the broader conversation around public-land access and management is far from over.
 

Many of the issues affecting motorized recreation occur at the local level through travel management plans, route designations, land-use amendments and project-specific decisions. Those processes will continue regardless of what happens with the national rule itself.
 

ORBA and SEMA will continue to follow the repeal process and engage on issues that directly affect responsible motorized recreation, public access and the businesses and communities connected to the off-road industry.
 

As always, long-term access depends on staying engaged, participating in public processes and continuing to demonstrate that responsible recreation and stewardship can coexist on America's public lands.

 

Image courtesy of Shutterstock | Roman Chekhovskoi