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.
And with the first product entry always free, it's one of the easiest ways to increase your company's visibility before and during the Show.
Review the qualifications and details below, and enter products today through the Exhibitor Dashboard's "Marketing, Advertising and Sponsorships" section found at exhibitor.semashow.com.
Make Sure Your Product Qualifies
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 don't meet these requirements can still be displayed in the Showcase as an Exhibitor Pick, but they won't be eligible for New Product Award consideration.
Know What It Costs
The first product entry is free.
Additional entries are $95 each through Friday, October 2. After that deadline, the cost increases to $175 per product.
Choose the Right Category
New for 2026, exhibitors can enter products in the new Powersports | SxS | Lifestyle category, joining the Showcase's existing 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
Have a product that fits multiple categories? You can enter the same product more than once, but you'll need to provide a separate display for each category.
Think Beyond the Display
The New Products Showcase isn't simply another exhibit. It's one of the busiest destinations at the SEMA Show.
Located at the east end of Lower South Hall, the Showcase serves as a primary entrance to the Show floor and attracts thousands of buyers and media members looking for what's new.
Recent FastSensor analysis found that the Showcase generated more than 620,000 brand impressions during the most recent SEMA Show.
Visitors spent an average of 21 minutes exploring products, while nearly 45% of qualified attendees engaged deeply with multiple categories or displays.
Even more impressive, 78% of buyers and media members reported visiting an exhibitor's booth after discovering a product in the Showcase.
For exhibitors looking to generate leads, build brand awareness and increase booth traffic, the data shows the program delivers measurable results.
Take Advantage of the Extra Exposure
Participation doesn't end when your product is placed on display.
Eligible entries are automatically considered for the prestigious SEMA New Product Awards, with winners announced during the SEMA Show Kickoff Breakfast on Tuesday, November 3, and featured in special SEMA coverage.
Participating products also receive added exposure through SEMA News, SEMA magazine, the SEMA Show app, SEMAShow.com and the exclusive New Products digital catalog.
Exhibitors can further expand their reach through enhanced product listings, Buyers' Guide advertising and on-site branding opportunities. Contact sales@sema.org to learn more.
Plan Your Logistics
Products should be delivered to the New Products Showcase 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.
Need to ship products ahead of time? Advance receiving at the Freeman warehouse begins in October, with shipments due by Wednesday, October 21. Even if products are shipped in advance, an exhibitor representative must still check them in during the scheduled check-in period.
If you prefer, you can display a product video on a continuously running laptop or tablet, or provide a QR code linking to an informational landing page or video. Marketing or sales copy isn't permitted in these materials.
After the Show, exhibitors are responsible for retrieving their products on Friday, November 6, between 4:00 p.m. and 8:00 p.m. UPS representatives will be available to assist with return shipping.
Ready to Enter?
Exhibitors can submit products through the Exhibitor Dashboard at exhibitor.semashow.com.
Still have questions? Contact your SEMA Show sales representative at sales@sema.org, call 909-396-0289 or visit semashow.com/contact.
Need booth space? 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, 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.
