By SEMA News Editors
The 2026 SEMA Show Opens With a Ribbon-Cutting in Las Vegas
The 2026 SEMA Show opened Tuesday in Las Vegas with an official ribbon-cutting in the newly revamped section of SEMA Central in Central Hall. The industry came out in full force for the opening day, as each Hall came alive with crowds of tens of thousands of automotive aftermarket professionals seeking new products, business connections, emerging technology and ideas shaping the industry's future.
Across the Show floor and in educational sessions, one theme stood out: the aftermarket's continued growth depends on the people, partnerships and innovation moving the industry forward.
Industry Leaders and Automotive Icons Help Kick Off the Show
Before the Show floor filled with attendees, the automotive aftermarket gathered for the 2026 SEMA Show Kickoff Breakfast at the Westgate Las Vegas.
The morning program featured industry advocate Jay Leno and Harley-Davidson CEO Artie Starrs, plus special presentations and recognition of standout industry achievements through the New Products Awards, Manufacturer of the Year and Channel Partner of the Year honors. The annual gathering set the tone for opening day, celebrating the innovation, businesses and industry leaders driving the aftermarket forward.
View the list of New Product Award winners and read about the Manufacturer and Channel Partner of the Year accolades.
Building the Next Generation of Automotive Talent
That focus extended beyond the Show floor and into SEMA's world-class education program, which continues through Thursday, November 5.
One of Tuesday's SEMA Education sessions, "SAE International, SEMA and the Future of Automotive Careers," highlighted how SAE International, a global mobility engineering and standards organization, is partnering with SEMA to help develop the talent pipeline feeding the aftermarket's future workforce.
Moderated by Motivo Engineering Ambassador Dean Case and joined by SAE International Senior Director of Product Line at SAE International Allison Hostetler, Forged Authority Off-Grid Founder Ian Lehn and Scorpion EV Vice President Karen Salvaggio, the panel discussed the expanded partnership between the two organizations and offered insight into how SEMA-member companies can leverage programs to identify emerging talent, support workforce development efforts and recruit future employees.
With a talent gap already impacting aftermarket companies and a retirement cliff looming on the horizon, the availability of qualified candidates is a crucial issue impacting all corners of the industry. Luckily, SEMA members can invest in future aftermarket pros now to help guarantee a qualified and passionate workforce for years to come.
"When you go to a school and give a talk and answer questions, that gets an amazing response," Case said. "Since SEMA companies are scattered all over the country, I guarantee at the very least there's a high school they could inspire, and there's likely a college nearby, as well. These are your potential future employees, business-to-consumer customers or business-to-business customers.
"Influencing them early is good for business. Companies that get involved with education will find some benefits," he added. "And some of them show up decades later."
Getting involved not only benefits the students participating, according to Hostetler. It also helps organizations like SAE International fine-tune their programs and better prepare the future workforce for an aftermarket career, uplifting the entire industry.
"We love to have your investment. It lets us grow, it lets us build your future workforce and programs," she said. "But we also need your expertise in volunteering to help us shape what that looks like. What skills do you need so that we can build the next generation?"
SEMA's Work Today Is an Investment in the Industry's Future
That sense of community and shared purpose extends well beyond the four days of the SEMA Show. Speaking with SEMA Live host Chris Jacobs on Tuesday, SEMA Chair Melanie White reflected on her first Show and the lasting impact of being part of the automotive aftermarket.
"My first SEMA Show was so impactful to me. I was like, 'You mean, we really get to do this for a living? This is a real thing?'"
White also emphasized that while the SEMA Show brings the industry together, the association's advocacy and member-focused work continues throughout the year.
"The SEMA Show is a celebration of what SEMA is. But what we do the other 365 days of the year is work on behalf of our members," White said. "We've had so many wins this year with Leno's Law. In California, SB 1069 makes it easier for CARB products to get to market faster. ORBA had a memorandum of understanding with the BLM. We've had economic studies, and all of that leads into momentum for next year, which will be really powerful for the industry."
For White, that investment in the industry's future is also personal.
"My company, Hellwig, is a fourth-generation, family-owned business, and my son is 17 and interested in the business," she said. "This is something we really want for generations to come––this passion we have for automobiles."
Ford and Washtenaw Community College Put Students to Work
This year, Ford is putting vehicle customization and the next generation of automotive talent on display with its Ford Custom Garage Ultimate Build competition.
On Tuesday, attendees could use on-site 3D configurators to design their dream Ford Bronco. Each design was entered into a competition, with the winning design set to be brought to life by six students from Washtenaw Community College (WCC) in a live build on the Show floor Thursday, November 5.
"Without builders, there are no vehicles to be had. So, we are really investing in the next generation of builders; showing people the career paths they can have [in the aftermarket], and this is a great way to celebrate it," said Matt Simpson, executive director of Ford Customization.
The completed Bronco will be formally unveiled Friday, November 6. Attendees can visit the Ford Motor Company Booth #20000 in Central Hall to see the finished build then, and also use the 3D configurator to design a dream Bronco.
The competition caps a semester-long partnership between Ford and WCC that gave students hands-on experience with real vehicles, tools and industry professionals through eight weekly sessions covering customization, product development, design, engineering and the business of the aftermarket. The project demonstrates how industry and education can work together to connect classroom learning with real-world skills and career opportunities.
For students attending the 2026 SEMA Show, Wednesday offers another opportunity to connect with the automotive aftermarket and explore career possibilities. The Student Program Welcome Kickoff, taking place from 9:00–10:30 a.m. PT in Room W326, will introduce students to the program, highlight opportunities available throughout the Show and help them make the most of their time connecting with industry professionals.
Missed the first day of the 2026 SEMA Show? Catch up on the action with the SEMA Live Day 1 stream, featuring highlights and conversations from the Show floor and beyond. And be sure to subscribe to SEMA News below for daily coverage, industry news and updates throughout the 2026 SEMA Week.
The 2026 SEMA Show is set for November 3-6, in Las Vegas. For more information, visit semashow.com, the Registration Resource Center, or the 2026 SEMA Show floorplan.
Tickets are also available for SEMA Fest, the celebration of car culture and music on Friday, November 6, 2026, on the SEMA Show campus. Secure tickets or learn more at semafest.com.
