By SEMA News Editors
The RAYS Driving Experience will make its SEMA Show debut, alongside other brand activations, in the Silver Lot at the Las Vegas Convention Center, November 3-6, 2026.
Wheel manufacturer RAYS will make its first-ever official brand display at the 2026 SEMA Show, November 3-6 in Las Vegas, taking over the Silver Lot and bringing the complete VOLK RACING wheel lineup to the world's largest gathering of automotive aftermarket professionals.
The RAYS display at the SEMA Show will feature an extensive showcase of current and new wheels, exclusive collector merchandise never before available to the public, and a special experiential track designed to bring the performance of RAYS wheels to life. Invited guests, media, industry partners and enthusiasts will have the opportunity to experience firsthand the performance benefits of vehicles equipped with RAYS wheels through the exclusive RAYS Driving Experience.
RAYS' takeover of the Silver Lot at the 2026 SEMA Show, which will help celebrate the 30th anniversary of its RAYS VOLK RACING TE37 wheel, will allow select industry members participate in the RAYS Driving Experience pictured here.
The announcement comes as RAYS celebrates the 30th anniversary of its RAYS VOLK RACING TE37 wheel and will release a 2026 TE37 30th Anniversary Series––a tribute to the classic design that has inspired generations of drivers and automotive enthusiasts around the world.
Since its debut in Japan in 1996, the RAYS VOLK RACING TE37 has become a global benchmark for lightweight forged wheel performance and an enduring icon of modern car culture, the company stated. Developed through RAYS advanced forging technology, the TE37 has earned a reputation for strength, performance and unmistakable design, according to the company.
More About RAYS Wheels
Founded in Japan in 1973, RAYS Wheels is a manufacturer of forged and cast aluminum wheels for racing, performance street, OEM and aftermarket applications. Drawing on decades of motorsports experience, RAYS develops lightweight, high-strength wheels for racing, performance street, OEM, and aftermarket applications. Its portfolio includes internationally recognized brands such as VOLK RACING and gramLIGHTS.
Register for the 2026 SEMA Show
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, the Registration Resource Center or the 2026 SEMA Show floorplan.
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.
