By SEMA News Editors
The 2025 SEMA Show returns to Las Vegas, November 4-7, showcasing the latest in aftermarket innovation, new products and the trends driving the future of the industry. While thousands explore the halls filled with breakthrough technology and networking opportunities, the action continues outdoors, where multiple motorsports activations and vehicle displays deliver a full-sensory experience the moment attendees step on campus.
Leading the activation charge, OPTIMA will host a weeklong motorsports showcase--OPTIMA Unleashed--featuring high-horsepower vehicles, choreographed drift demos and a star-studded lineup of drivers. The energy will begin to build on Tuesday with nearly 100 vehicles vying for the OPTIMA Ultimate Street Car Invitational (OUSCI) championship. The vehicles will be judged on the construction and modifications that enhance the look, performance, and functionality of a stock vehicle while maintaining or enhancing the daily-drive comfort features and accessories. SEMA Show attendees can then watch these custom vehicles on track in the OPTIMA Peak Performance Challenge, a timed acceleration and braking competition that establishes the ability of the car and driver to accelerate, negotiate tight turns and stop in a designated spot.
Throughout the week, SEMA Show attendees can witness the OUSCI competition, watch professional drivers like Tanner Foust and Chris Forsberg take to the track, and potentially even win a ride-along. On Friday, enthusiasts are invited to experience the Show through SEMA Show Friday - Open to the Public and SEMA Fest, the Friday night celebration of music and car culture that will feature adrenaline-fueled drifting exhibitions from the OPTIMA Unleashed team.
"The SEMA Show is where the automotive aftermarket comes together to accelerate innovation and growth," said SEMA Vice President of Events Tom Gattuso. "Activations like OPTIMA's showcase how our industry's creativity extends beyond products on display and into performance in action. By delivering these experiences, the Show strengthens connections between businesses, fuels consumer enthusiasm, and helps drive the aftermarket forward."
Outdoor exhibits have become a hallmark of the SEMA Show, transforming parking lots into immersive destinations filled with featured vehicles, interactive displays and live motorsports. From the roar of engines to the spectacle of drifting, these experiences highlight how aftermarket innovation translates to real-world performance.
"The SEMA Show provides OPTIMA with a unique platform to showcase our brand directly to both businesses and enthusiasts," said OPTIMA Marketing Director Cam Douglass. "Our activation allows us to demonstrate performance in real-world conditions, giving attendees an authentic experience they can see, hear and feel. The opportunity to engage with the industry and the public in one place, plus generate content to share with those following online, is what makes the SEMA Show so valuable to us."
OPTIMA's activation will run throughout the Show, providing must-see entertainment for attendees all week and delivering the ultimate grand finale on Friday night at SEMA Fest.
"From the second you walk outside, you're surrounded by the sights, sounds and excitement that make the SEMA Show unlike any other event," said SEMA Trade Show Director Andy Tompkins. "Attendees will see world-class drivers push vehicles to the limit, smell the burning rubber, and feel the energy of the crowd - all powered by OPTIMA. It's an unforgettable experience that brings car culture to life right in front of you."
Online registration for qualified professional attendees is only $75 per registrant. Register soon, because on Saturday, September 27, registration both online and on-site will be $100. A SEMA Show badge includes access to both the SEMA Show and AAPEX. Deadlines and fees for other registration categories can be found at semashow.com/register. Attendees: Don't forget to use the attendee registration resource center to prep for the 2025 SEMA Show. Learn more here.
Hotel reservations, including for several new properties in Las Vegas, are available at the guaranteed lowest rates exclusively for Show attendees through SEMA's official hotel provider, onPeak.
For more information about the 2025 SEMA Show, visit semashow.com. Sign up for updates on SEMA Fest at semafest.com.
