By SEMA News Editors
The SEMA Show, this year November 3-6 in Las Vegas, serves as the stage for the newest products, technologies and trends shaping the automotive aftermarket.
For exhibitors looking to maximize their impact on the SEMA Show floor, one opportunity stands above the rest: the New Products Showcase.
Recognized as the No. 1 destination for buyers and media at the SEMA Show, the New Products Showcase gives exhibitors a dedicated display for their latest innovations and best-selling products.
The best part: the first product entry is always free, so entering is a no-brainer. Additional entries are $95 each through Friday, October 2. After the deadline, the cost rises to $175.
New for 2026, a brand-new product category joins the ranks: Powersports | SxS | Lifestyle. It joins the current lineup:
- Car Care & Protection
- Collision Repair & Refinish
- Emerging Technology
- Engineered New Product
- Exterior Accessory
- Interior Accessory
- Package Design & Display
- Performance - Racing
- Performance - Street
- Powersports | SxS | Lifestyle
- Street Rod & Custom Car
- Tire & Related
- Tools & Equipment
- Truck & Off-Road
- Wheel & Related
The Showcase is located in an easily accessible location, the east end of Lower South Hall and for many, the main entrance to the SEMA Show.
Why Participate? The Data Proves It
The New Products Showcase has long been considered one of the most valuable exhibitor programs at the SEMA Show. Now, exhibitors have the data to back it up.
A recent analysis using the New Products Showcase technology from FastSensor found that the program generated more than 620,000 brand impressions during the most recent SEMA Show.
Visitors spent an average of 21 minutes exploring products in the Showcase, while nearly 45% of qualified visitors engaged deeply with multiple product categories or displays.
In addition, 78% of buyers and media members report visiting an exhibitor's booth after discovering a product in the display. For companies looking to generate leads, build brand awareness and increase booth traffic, participation can deliver significant value.
Why Participate? Your Brand Could Win
Eligible products are automatically considered for the prestigious SEMA New Product Awards, which recognize outstanding innovations introduced at the SEMA Show. Winners are announced during the SEMA Show Kickoff Breakfast on Tuesday, November 3, and are featured in a special section of SEMA Magazine.
Why Participate? Get Additional Publicity
Beyond the on-site exposure, participating products receive additional publicity through SEMA News, SEMA Magazine, the SEMA Show App, SEMAshow.com and the exclusive New Products digital catalog available to browse 24/7.
Exhibitors can also take advantage of optional promotional opportunities, including enhanced product listings, Buyers' Guide advertising and on-site branding packages. (Contact sales@sema.org to connect with your sales rep for more information).
How to Enter the New Products Showcase
Exhibitors can enter the New Products Showcase by visiting the Exhibitor Dashboard at exhibitor.semashow.com.
The entered products should be brought to the New Products Showcase area during designated check-in hours on Sunday, November 1, and Monday, November 2. Products checked in before 2:00 p.m. local time on Monday are eligible for New Product Award consideration.
On Tuesday, November 3, at 7:30 a.m. local time, the SEMA Show Kick-Off Breakfast will honor the winners of each category.
Exhibitors must then return to the New Products Showcase on Friday, November 6, from 4:00 to 8:00 p.m. local time to retrieve their products.
Frequently Asked Questions About the New Products Showcase
What qualifies as a new product?
To be eligible for the New Products Showcase and New Product Awards, a product must have been introduced to the marketplace after the 2025 SEMA Show and be available for shipment within 90 days following the close of the 2026 SEMA Show, or by February 2027.
Products that do not meet these requirements may still be displayed in the New Products Showcase as an Exhibitor Pick, but they will not be eligible for New Product Award consideration.
Can I show a video of my product instead of bringing the product itself?
Yes. Exhibitors may display product videos on a laptop or tablet set to run continuously throughout the Show. Alternatively, exhibitors may provide a QR code that links to a landing page or video explaining the product.
Please note that video or landing page content should be informational only and should not contain marketing, advertising or sales copy.
Can I enter the same product in more than one category?
Yes. Exhibitors may submit a product into multiple New Product Showcase categories. However, a separate product display must be provided for each category entered.
Can I ship my products in advance?
Yes. Exhibitors may ship products to the Freeman warehouse before the Show. Advance receiving begins in October, and shipments must arrive at the Freeman warehouse no later than Wednesday, October 21.
Please note that even if products are shipped in advance, they must still be checked in by a representative of the exhibiting company during the scheduled New Products Showcase check-in hours.
Do I need to pick up my products after the Show?
Yes. Exhibitors are responsible for retrieving their product displays from the New Products Showcase on Friday, November 6, between 4:00 p.m. and 8:00 p.m.
UPS representatives will be available on-site during check-in and check-out to assist with return shipping. Products not collected by the end of the designated pick-up period will be considered abandoned.
Still have questions? Contact your SEMA Show sales representative at sales@sema.org, 909-396-0289 or semashow.com/contact. Still need booth space for the SEMA Show? Get started at semashow.com/buyabooth.
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 is now open online. For more information, visit semashow.com.
SEMA Fest has been confirmed for Friday, November 6, 2026, and industry members will get the lowest rate on tickets through the registration portal and Attendee Resource Center. Sign up for updates at semafest.com.
