By Ashley Reyes

 

The SEMA Truck & Off-Road Alliance (TORA) is hosting a webinar focused on SEMA Garage product development tools and resources. Taking place on Wednesday, September 9, at 10:30 a.m. PT/1:30 p.m. ET, "Built for TORA: Discover the Benefits of the SEMA Garage," will cover available professional-grade engineering tools, testing capabilities and regulatory expertise that will help members bring products to market fast and with greater confidence.

 

With facilities in Diamond Bar, California, and Plymouth, Michigan, the SEMA Garage serves as a national product development and validation resource. During the webinar, attendees will hear from SEMA Vice President of OEM and Product Development Jim Moore and SEMA Garage General Manager Ben Kaminsky as they offer a look into product development tools and services available to the truck and off-road industry.

 

The webinar will cover advanced vehicle technology and ADAS resources, emissions testing and compliance support, access to accurate vehicle data, measuring sessions and training centers, and introduce attendees to the SEMA Garage team dedicated to helping members accelerate innovation, navigate industry challenges and grow their businesses.

 

As vehicles become more advanced and regulated, this webinar will not only help manufacturers stay product compliant but get ahead of the curve.

 

Register today.

 

New Look, New Name for VW. ID.4

 

The VW ID.4 is getting a new name--one that is much closer to the world of internal combustion engines: ID. Tiguan. What had previously been circulating mainly as a rumor within the industry has now been publicly confirmed by IG Metall at an event in Emden. This means the upcoming facelift of the electric SUV will move closer to one of VW’s best-known nameplates, not only in terms of its appearance but also its branding. The same is already happening with the Polo and is also expected to benefit the Golf.

 

The ID. Tiguan name is set to be introduced with the ID.4 facelift later this year. In keeping with this, new spy photos of the revised model are already circulating. According to IG Metall, production in Emden is expected to continue through the end of 2031. Whether a direct successor as an electric midsize SUV will roll off the production line after that remains to be seen.

 

VW is apparently continuing its plan to make its electric models more emotionally appealing and bring them closer to its well-known model lineup. A simple numbering system such as ID.3 or ID.4 doesn't resonate with many customers as much as a name with a history.

 

The confirmation of the name ID. Polo for the near-production concept of the future electric small car, announced around the time of IAA Mobility 2025, was seen as the first step in this strategy.

 

The small SUV variant is also expected to be positioned more clearly in the future: the internal code name will become ID. Cross—a clear reference to the T-Cross. The facelift involves more than just a new model badge. Volkswagen is also expected to refine the technology with a switch to the revised MEB-Plus platform, a new entry-level engine, LFP battery cells expected to be more cost-effective in the base variant, and a minor interior update for everyday use: the existing recessed door handles are expected to be replaced by traditional pull handles. Visually, the electric SUV is moving closer to the Tiguan but is expected to remain recognizable as a standalone model.

 

 

 

Skoda Kodiaq Mid-Cycle Refresh Spotted Testing in the Alps

 

Having recently expanded its lineup with the Peaq and Epiq models, and with the Octavia receiving yet another mid-cycle refresh, Skoda is also preparing a facelift for the Kodiaq. The brand's ICE-powered flagship crossover was last spotted testing a couple of months ago and has now been seen again. Our spies recently encountered a prototype of the model in the Alps while it was towing.

 

Beneath the camouflage are new split-design headlights, refreshed daytime running light graphics, a new grille pattern and a redesigned bumper featuring a wide lower air intake separated in the middle by the radar sensor, along with two sharp-looking side vents. One of the most significant updates at the rear will be a new set of taillights. The bumper is also new, and the reflectors appear to be temporary placeholders for now. The production versions are expected to be repositioned. The '27 Skoda Kodiaq will likely debut with new wheel designs and an updated color palette.

 

A closer look at the photos reveals that the freestanding infotainment screen remains in the center of the dashboard next to the tablet-style digital gauge cluster. However, these displays could be new or at least feature updated software. Elsewhere, the refreshed Kodiaq could also receive a new steering wheel and an updated center console, among other changes.

 

The powertrain lineup currently consists of several gasoline and diesel engines, along with a plug-in hybrid, and there's no reason to believe the upcoming Skoda Kodiaq won't continue to offer the same options, although some powertrains could receive updates. The sporty RS (vRS in the UK) is also expected to carry over. In its current form, it produces 261 hp, accelerates from 0-62 mph in 6.4 seconds and has a top speed of 143 mph.

 

Word on the street is that the facelifted second-generation Skoda Kodiaq could make its public debut before the end of the year and reach dealerships in spring 2027.

 

Story and photos by Andreas Conradt, Automedia

By SEMA News Editors

 

With thousands of media from around the world looking for the latest automotive trends, technology and cutting-edge products at the 2026 SEMA Show––November 3-6, Las Vegas––exhibitors can get a jump-start on connecting with journalists and creating brand awareness. 

 

Below are tools and strategies available to SEMA Show exhibitors at no cost:  

• Post press releases in the SEMA Show Online Media Center: By posting news releases in the SEMA Show Online Media Center, exhibitors ensure that reporters looking for Show-related news don't miss out on their story. Posting to the Online Media Center can also generate coverage from SEMA's publications and social media outlets. Post your release at semashow.com/press-release. 
• Host a press conference: If your company is announcing a new product or service at the SEMA Show, a press conference could generate additional media interest. Hosting a press conference in your booth offers media the opportunity to learn about your new product at a designated time. Submit a Press Conference Form online through the Exhibitor Dashboard.  
• Vehicle Reveal (New for 2026): Exhibitors unveiling a vehicle build can submit a Vehicle Reveal Form through their Exhibitor Dashboard to have their reveal included in a list shared with media.  
• Tell your social media followers: Promote your presence with free graphics, copy templates, logos, and press release tools––all sized and ready to post at semashow.com/digital-tools.
• Create a press release or press kit: It's never too early to begin working on a press release or press kit to distribute at the SEMA Show. In addition to having press kits available to reporters in your booth, exhibitors can place physical press kits and releases in the SEMA Show Media Center, located in Room S219, on the Skybridge between South and Central Halls, at no cost.

 

For more information, contact the SEMA Show Public Relations team at pr@sema.org.  

 

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.   

 

By SEMA News Editors

MAHLE Starts Series Production of Battery Cooling Plates in Spain

 

Coinciding with the 50th anniversary of its launch and its 25 years as part of the global automotive supplier, the MAHLE plant in Montblanc, Tarragona, Spain, has commenced series production of a new project: a battery cooling plate for electric vehicles. The cooling plates are designed to ensure temperatures below 104°F and uniform heat distribution across battery cells for electric vehicles, supporting the performance, fast-charging capability and longevity of lithium-ion batteries in electric vehicles. 

 

The site has received an investment to upgrade and transform its operations in an effort to produce up to 15,000 units per week with a total workforce of 750 employees, MAHLE stated in a release.

 

"The launch of this project has required a transformation of the plant, which we have successfully executed in record time. Within one year, we were ready for production... and we are ready to further expand the site should demand require it," said Roger Gombau, plant manager of MAHLE Montblanc.

 

Despite appearing to be a straightforward component, the battery cooling plate demands a highly automated process with minimal manual handling due to stringent requirements regarding corrosion resistance, surface quality and cleanliness.

 

MAHLE also said new technologies were integrated into the production line, such as the cathodic dip coating process (e-coating), which is an automated immersion coating method that provides strong corrosion protection, excellent adhesion and uniform coverage.

 

In addition, MAHLE is working with the Conca de Barberà Regional Council to connect the plant with students and educators, in an effort to foster interest in technical careers and explore vocational training and dual education programs aligned with industrial needs.

 

For the complete details, read the MAHLE announcement.

 

AACF Appoints Graham Rouse to Board

 

The Automotive Aftermarket Charitable Foundation (AACF) has announced the appointment of Graham Rouse, vice president of marketing for North America at Valvoline Global Operations, to its board of trustees. Rouse will also serve on AACF's development committee.

 

Rouse brings more than a decade of experience in brand management and marketing leadership. At Valvoline, he leads strategic brand and growth initiatives across the North American automotive aftermarket. He has also held leadership roles at Procter & Gamble, where he helped drive commercial strategy and growth initiatives for billion-dollar global brands.

 

"We're pleased to welcome Graham to the AACF board of trustees," said John Kairys, executive director of AACF. "His marketing expertise, strategic perspective and proven ability to help leading brands grow will be a tremendous asset to the Foundation. We look forward to the ideas and leadership he will bring as we continue building awareness of AACF and reaching more people throughout the aftermarket."

 

For more information, visit aftermarketcharity.org.

 

Dutch Auto Auctions Launches Reverse-Auction Marketplace for Collector Vehicle

 

A new online marketplace for enthusiast and collector vehicles has entered the market with the launch of Dutch Auto Auctions.

 

The platform introduces a reverse auction model that differs from traditional online vehicle auctions: Rather than placing progressively higher bids, buyers monitor a vehicle's declining price and choose when to complete a purchase.

 

According to the company, the marketplace focuses primarily on collector cars, classic vehicles and specialty automotive assets rather than daily-driver or fleet vehicle liquidations. The platform includes AI-assisted vehicle listings, seller-controlled pricing parameters and shorter auction durations.

 

Users can create accounts, browse current and upcoming listings, save favorite vehicles and receive real-time auction updates. Additional features include price prediction tools and live auction activity intended to increase engagement throughout each sale.

 

Dutch Auto Auctions' release shared that its goal is to provide an alternative online marketplace that emphasizes pricing transparency and a simplified buying and selling process for collectors and automotive enthusiasts.

 

For more information, visit dutchautoauctions.com.

 

BorgWarner Appoints Rajesh Kalathur to Board of Directors

 

 

BorgWarner has announced that Rajesh Kalathur has been appointed to its board of directors.

 

"Raj's extensive global leadership experience across finance, information technology, operations and sales will be invaluable to our Board," said Alexis P. Michas, non-executive chairman of the Board of BorgWarner.

 

Kalathur most recently served as president of John Deere Financial and chief information officer of Deere & Company, which produces agricultural, construction, forestry, turf and power systems and other solutions. He joined Deere & Company in 1996 and retired in 2026.

 

For more information, visit borgwarner.com.

 

AutoZone Names Sharpley Senior VP of Finance

 

AutoZone has announced that Grace Sharpley, vice president, merchandising pricing and analysis, has been promoted to senior vice president, finance. She joins the company's executive committee and reports to Jamere Jackson, chief financial officer.

 

Sharpley is a 12-year veteran of the company. During her AutoZone career, she has held several leadership roles in audit and finance, including vice president, strategy, plus vice president, merchandising pricing and analysis.

 

"We are very pleased to announce Grace's promotion and addition to the Executive Committee. Her leadership, expertise and consistent delivery of strong results position her well to help us drive continued growth at AutoZone," said Phil Daniele, president and CEO.

 

For more information, visit autozone.com.

 

Valvoline Names Two New Board Members

 

Valvoline has announced the election of Katherine Fogertey, former CFO of Shake Shack, and Scott Mezvinsky, CEO of the KFC Division of Yum! Brands, to its board of directors.

 

The board appointed Fogertey to serve as a member of the board's Audit Committee and Mezvinsky to serve as a member of the board's Governance and Nominating Committee.

 

"Katie's deep financial expertise, capital markets and investor insights, and successful track record using data analytics and driving operational excellence align seamlessly with our long-term strategic vision. Likewise, Scott's extensive experience leading global consumer brands, scaling both U.S. and international franchise networks, and executing large-scale growth strategies will provide invaluable insight to our board and guidance to our executive team. Together, their combined expertise brings fresh, vital perspectives to our board that will be instrumental in creating long-term shareholder value," said Richard J. Freeland, chairman of the board.

 

For more information, visit valvoline.com.

 

Sponsored by Turn 14 Distribution

 

Turn 14 Distribution and Bilstein teamed up to build the ultimate overland Gladiator, and now one lucky Turn 14 dealer will drive it home.

 

Building a trail-ready overland vehicle is a saga of trial and error, paired with months of garage time installing or repairing scars left from the unforgiving wilderness. Turn 14 Distribution is skipping those tribulations for one lucky dealer with its turnkey Jeep Gladiator Rubicon adventure machine.

 

First teased as an ambitious concept, the Turn 14 Distribution x Bilstein Jeep Gladiator made its official debut under the lights at the 2025 SEMA Show and is now officially up for grabs for registered Turn 14 Distribution dealers.

 

Purpose-Built for the Untamed Trail

 

 

Overlanding demands a delicate balance between capability on the trails and compliance on the highway. Rather than just slapping on basic bolt-on parts, the Turn 14 Distribution team designed this Rubicon to handle extended off-grid survival without sweating the return trip.

 

At the heart of the chassis setup is a set of B8 8100 (DSA) shock absorbers provided by title sponsor Bilstein. These shocks are engineered specifically for vehicles with a 3–4.5-in. lift and pair seamlessly with a Rock Krawler 3-in. Silverback "No Limits" Long Arm Suspension System. This added travel is perfect for the 40-in. Mickey Thompson Baja Pro XS tires wrapping the polished 17x9 Canyon Pro wheels, which give the Gladiator its commanding stance and unrelenting trail grip.

 

To handle the strain of those massive tires, Yukon Gear & Axle upgraded the drivetrain with its heavy-duty Stage 4 package, including axle shafts, re-geared differentials, lockers and rugged diff covers. Managing that power transfer to the drivetrain is an ACT heavy-duty clutch kit that delivers crisp, high-torque engagement on steep inclines. Stopping power is dictated by high-performance ALCON brakes, giving the driver total control through steep drops and technical obstacles.

 

Outfitted by Industry Heavyweights

 

 

Under the hood, the official cooling partner, Mishimoto, is keeping temperatures in check with its Performance Aluminum Radiator and Performance Transmission Cooler. LIQUI MOLY supplies top-tier fluids and synthetic lubricants throughout the engine, transmission and differentials to keep the powertrain running smoothly under extreme heat.

 

Self-recovery capability is handled by Borne Off-Road with a heavy-duty winch integrated into the front bumper and a full recovery gear package included to dig this Gladiator out if it ever gets stuck. Protection for those technical trail obstacles comes courtesy of DV8 Offroad, which outfitted the rig with heavy-duty front and rear bumpers, inner fenders and full-coverage body armor.

 

For night runs, Baja Designs provided two S8 light bars and LP4 pods alongside the new DOT-approved LP6 headlights, all wired into an sPOD digital control center for effortless accessory management. RealTruck outfitted the build with premium utility accessories and a complete set of Husky Liners interior floor mats and mud flaps to keep trail debris contained. Auxiliary power is supplied by an Odyssey Battery and managed through a CTEK battery maintenance system to ensure campsite electronics stay powered long after the engine is turned off.

 

An AWE Tuning exhaust system frees up horsepower while delivering an aggressive exhaust note. Down on the axles and wheels, McGard lug nuts are designed to keep everything secure on high-vibration trails and a TAZER programmer allows custom vehicle calibration on the fly. Rounding out the build, a Gen-Y Hitch handles towing duties, and a Rugged Radios setup keeps communications clear when off the grid.

 

Every component installed on this vehicle was pulled directly from the Turn 14 Distribution catalog, serving as a functional showcase of the top-tier inventory available to our dealers every day.

 

How to Take the Keys Home

 

 

 

This isn't a show pony destined to live out its days in a warehouse. It was built to be driven, abused and enjoyed on the trail, and Turn 14 Distribution is handing the vehicle over to one registered dealer through an exclusive sweepstakes promotion running from August 1 through October 30, 2026.

 

Entering the contest is simple and integrated directly into your everyday ordering workflow. Registered Turn 14 Distribution dealers earn automatic entries toward the grand prize through qualifying purchases of featured sponsor products throughout the promotional period, and dealers can maximize their ticket count by stocking up during targeted promotional multiplier weeks. You can log into your Turn 14 Distribution account at any time to track your current entry tally, review official rules and check the schedule for upcoming featured brand promotions.

 

Driven by the Aftermarket

 

 

Turn 14 Distribution exists to support the independent builders, shop owners and off-road specialists who keep car culture alive. Giving away a fully sorted, SEMA-featured rig is our way of giving back to the community that keeps the industry moving forward.

 

The trail is calling, and the ultimate overland rig is waiting for a spot in your shop. Log in to your Turn 14 Distribution account, start stocking up on participating partner brands, and lock in your chance to win the Turn 14 Distribution x Bilstein Jeep Gladiator.

 

About Turn 14 Distribution

 

Turn 14 Distribution is a privately-owned, 100% wholesale distributor of performance automotive and powersports aftermarket parts focused on supporting small businesses. Committed to long-term partnerships, Turn 14 delivers proprietary technology that streamlines ordering, improves inventory control, and strengthens cash flow management. Seven-day operations enable delivery to 100% of continental U.S. dealers within two days or less. Learn more at turn14.com.

 

This article was originally published on August 4, 2026. 

 

By Ashley Reyes

 

Industry professionals attending the Great Smoky Mountain Jeep Club Invasion in Pigeon Forge, Tennessee, are encouraged to RSVP now for the upcoming networking event hosted by the SEMA Truck & Off-Road Alliance (TORA), SEMA Future Leaders Network (FLN) and SEMA Businesswomen's Network (SBN). The mixer will be held August 20 from 5:00 p.m.-7:00 p.m. EDT at the Staybridge Suites.

 

The event will bring together manufacturers, builders, retailers, media members and other automotive aftermarket professionals for an evening of networking and industry conversation in a casual environment.

 

Attendees will have the opportunity to:

 

• Connect with truck and off-road industry professionals and expand their business network.
• Learn more about SEMA Councils and Networks programs, events and member resources.
• Hear updates on advocacy initiatives affecting the truck and off-road segment.
• Explore volunteer opportunities that help strengthen the aftermarket industry.

 

As SEMA Councils and Networks continue working to support and advance the automotive aftermarket, the event offers an opportunity for members to engage with industry peers and become more involved in the community.

 

Light snacks and drinks will be provided. RSVP here.

 

To learn more about SEMA Councils and Networks, visit www.sema.org/volunteer.

From the SEMA Washington, D.C., office

 

Driving Force Action, a SuperPAC for the automotive aftermarket industry and enthusiasts that recently relaunched for the 2026 midterm elections, is endorsing Tom Tiffany for governor of Wisconsin.

 

The announcement marks the SuperPAC's first endorsement of the 2026 election cycle. The endorsement is reflective of Tiffany's impressive track record as a champion of the automotive and motorsports industries, along with his unwavering belief in American manufacturing, especially that borne of Wisconsin.

 

"Driving Force Action seeks candidates who cherish our individual freedoms, recognize the immense economic value of the automotive aftermarket industry and understand the importance of our nation's automotive heritage. That's Tom Tiffany, and we're proud to endorse his candidacy for Wisconsin governor," said Lauren Wilbor, Driving Force Action’s national spokesperson.

 

Driving Force Action is a project of the SEMA to mobilize the nation's automotive aftermarket industry and the 70 million U.S. automotive enthusiasts in the 2026 midterm election. Candidate endorsements are based on voting records, public statements and responses to a candidate questionnaire. Driving Force Action's evaluations do not focus on party affiliation, but rather candidates' efforts to:

 

• Strengthen American automotive manufacturing and domestic supply chains.
• Expand opportunities in the skilled trades.
• Protect local motorsports facilities and off-road access.
• Reduce unnecessary regulatory burdens that hinder small businesses' ability to thrive.

 

ABOUT DRIVING FORCE ACTION

 

Driving Force Action is an independent expenditure-only political committee and a nationwide alliance of gearheads, car enthusiasts, and small automotive businesses united to defend Americans’ freedom to drive. The organization advocates for policies and candidates who support automotive freedom, consumer choice, and the preservation of car culture across the United States. Driving Force Action makes independent expenditures to support or oppose federal candidates and operates independently of any candidate, campaign or political party.

 

To learn more, visit drivingforceaction.org.

 

Driving Force Action does not coordinate its activities with candidates or political committees.

 

Paid for by Driving Force Action (drivingforceaction.org) and not authorized by any candidate or candidate’s committee.

 

From the SEMA Washington, D.C., office

 

Driving Force Action, a SuperPAC for the automotive aftermarket industry and enthusiasts that recently relaunched for the 2026 midterm elections, is endorsing Tom Tiffany for governor of Wisconsin.

 

The announcement marks the SuperPAC's first endorsement of the 2026 election cycle. The endorsement is reflective of Tiffany's impressive track record as a champion of the automotive and motorsports industries, along with his unwavering belief in American manufacturing, especially that borne of Wisconsin.

 

"Driving Force Action seeks candidates who cherish our individual freedoms, recognize the immense economic value of the automotive aftermarket industry and understand the importance of our nation's automotive heritage. That's Tom Tiffany, and we're proud to endorse his candidacy for Wisconsin governor," said Lauren Wilbor, Driving Force Action’s national spokesperson.

 

Driving Force Action is a project of the SEMA to mobilize the nation's automotive aftermarket industry and the 70 million U.S. automotive enthusiasts in the 2026 midterm election. Candidate endorsements are based on voting records, public statements and responses to a candidate questionnaire. Driving Force Action's evaluations do not focus on party affiliation, but rather candidates' efforts to:

 

• Strengthen American automotive manufacturing and domestic supply chains.
• Expand opportunities in the skilled trades.
• Protect local motorsports facilities and off-road access.
• Reduce unnecessary regulatory burdens that hinder small businesses' ability to thrive.

 

ABOUT DRIVING FORCE ACTION

 

Driving Force Action is an independent expenditure-only political committee and a nationwide alliance of gearheads, car enthusiasts, and small automotive businesses united to defend Americans’ freedom to drive. The organization advocates for policies and candidates who support automotive freedom, consumer choice, and the preservation of car culture across the United States. Driving Force Action makes independent expenditures to support or oppose federal candidates and operates independently of any candidate, campaign or political party.

 

To learn more, visit drivingforceaction.org.

 

Driving Force Action does not coordinate its activities with candidates or political committees.

 

Paid for by Driving Force Action (drivingforceaction.org) and not authorized by any candidate or candidate’s committee.

 

By SEMA News Editors

 

Exhibiting at the 2026 SEMA Show is about more than building a great booth. The most successful exhibitors know how to make sure buyers, media members, customers and attendees know where to find you before the doors even open, November 3-6 in Las Vegas. (Still need a booth? Start here.) 

 

Fortunately, there is a wide range of marketing resources available for exhibitors to help amplify product launches and vehicle reveals, increase booth traffic and generate real business opportunities before, during and after the Show.

 

These opportunities are outlined in the Exhibitor Service Manual found at semashow.com/esm, and also detailed below.

 

Generate Buzz: SEMA Show Public Relations Opportunities

 

Thousands of journalists, media members, content creators and industry influencers attend the SEMA Show each year looking for the latest products, technologies and trends.

 

Found in the Marketing, Advertising and Sponsorships section of the Exhibitor Service Manual, brands can take advantage of several free resources to help connect with the media, including:

 

• Press Conferences: Companies unveiling significant news are encouraged to apply for the official SEMA Show Press Conference Schedule, available at no cost. Restrictions and rules apply. Fill out the form at semashow.com/mediaconference.
• Press Releases: Exhibitors can also upload press releases at no cost, making company news easily accessible to credentialed media before and throughout Show week.
• New-for-2026 New Vehicle Build Unveiling: Launching a new vehicle build? Companies planning a vehicle reveal can submit their exhibitor name, booth number, reveal time and date, and a one-sentence teaser to pr@sema.org by October 1 for inclusion on a media list distributed to attending journalists.

 

Increase Visibility: SEMA Show Sponsorship Opportunities

 

The SEMA Show offers sponsorship opportunities that place your brand in front of attendees throughout the Las Vegas Convention Center.

 

Available options are seemingly endless, including (but not limited to) hanging banners, rig and display space, aisle signs, billboards, digital displays, directional signage, floor graphics, advertising in SEMA publications and numerous additional branding opportunities.

 

Whether your goal is increasing booth traffic, reinforcing brand awareness or promoting a product launch, sponsorships allow exhibitors to reach attendees before they ever step onto the show floor. Complete sponsorship options are available in the Marketing, Advertising and Sponsorships section of the Exhibitor Service Manual.

 

The New Products Showcase, Free Entry for SEMA Show Exhibitors

 

For companies introducing new products, no marketing opportunity delivers greater exposure than the New Products Showcase.

 

Recognized as a top destination for buyers and media at the SEMA Show, the New Products Showcase puts exhibitors' latest innovations in front of thousands of decision-makers and media members searching for what's new and trending.

 

The first product submission is always free for exhibitors, making participation an easy decision. Additional entries are $95 each through October 2, after which the price increases to $175.

 

New for 2026, exhibitors can also enter products into the new Powersports | SxS | Lifestyle category, expanding opportunities for companies serving those growing markets.

 

Get all the details and sign up in the Marketing, Advertising and Sponsorships section of the Exhibitor Service Manual.

 

Socialize Your SEMA Show: Exhibitor Digital Toolkit

 

Small business owners have more important things to worry about than social media. That's why the free 2026 Exhibitor & Attendee Digital Toolkit includes professionally designed graphics, copy templates, official logos and press release resources that are ready to download and share across websites, email campaigns and social-media channels.

 

Exhibitors can download complete asset packages or browse individual graphics sized specifically for today's most popular social platforms. Simply customize the messaging, announce your booth number and invite customers to visit during the Show.

 

When posting, remember to use #SEMA2026 and #SEMAShow2026, and also tag the official SEMA Show social accounts for additional opportunities to be shared with the industry's online community. 

 

Find the assets at semashow.com/digital-tools. 

 

Don't Forget SEMA Education to Maximize Your Team's ROI

 

Marketing ROI isn't limited to attracting more visitors to your booth. Investing in your team can deliver returns long after the Show ends.

 

SEMA Education returns to the 2026 SEMA Show with dozens of expert-led sessions covering sales and marketing, small-business strategy, executive leadership, vehicle technology, legislative updates, talent management and more. Most sessions are included with SEMA Show registration.

 

Exhibitors are encouraged to review the education schedule before arriving in Las Vegas and reserve seats early by adding sessions during registration or through the Exhibitor Portal. Some partner programs require separate registration or fees, which are noted in the schedule.

 

Get the details and browse the official schedule at semashow.com/education-schedule.

 

Missed the first part of our SEMA Show exhibitor tips? View it below:

• Have a Plan for the 2026 SEMA Show: Essential Resources for Exhibitors

 

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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.   

 

By SEMA News Editors

 

SEMA Showgoers don't have to choose between earning hotel rewards and securing the best rates for the SEMA Show, November 3-6, Las Vegas.

 

Attendees who book through the official 2026 SEMA Show hotel block, managed by onPeak, can earn eligible hotel loyalty rewards points while taking advantage of discounted rates, flexible reservation policies and convenient access to Las Vegas' top hotels.

 

Hotel reservations for the 2026 SEMA Show, November 3-6 in Las Vegas, are available at semashow.com/hotel.

 

Whether you're traveling solo or coordinating accommodations for your entire team, booking through the official SEMA Show housing provider offers benefits you won't find through many third-party booking sites.

 

Earn Hotel Loyalty Rewards

 

One of the biggest advantages of booking through the official SEMA Show hotel block is that eligible reservations can earn hotel loyalty rewards points. Simply enter your rewards program information during the booking process, then confirm it again at check-in to receive eligible credit for your stay.

 

For example, Marriott Bonvoy members can earn points by:

• Booking a participating Marriott or MGM property through the official onPeak reservation system.
• Entering their Marriott Bonvoy membership number in the "Hotel Rewards" section during checkout.
• Providing the same membership number again when checking in at the hotel.

 

It's one more way your trip to the SEMA Show can continue delivering value long after you leave Las Vegas.

 

Exclusive Rates With Price-Match Protection

 

SEMA negotiates discounted hotel rates exclusively for attendees, often below publicly available pricing. Instead of spending hours comparing booking sites, attendees can reserve with confidence through the official hotel block.

 

If you happen to find a lower qualifying rate elsewhere, the official housing provider also offers price-match protection, giving you another reason to book early through semashow.com/hotel.

 

Flexible Reservations

 

Travel plans can change, and the official SEMA Show hotel block is designed with that in mind. Reservations can be modified or canceled without penalty through October 8, and full prepayment is not required at the time of booking, offering flexibility that many online travel sites don't.

 

Simple Group Booking

 

Managing hotel reservations for multiple employees doesn't have to be complicated. The onPeak system allows companies to reserve multiple rooms with immediate confirmation, assign guest names later and choose whether to manage payments centrally or individually.

 

Sustainable Travel Options

 

Attendees interested in making more environmentally conscious travel decisions can also explore sustainability information for participating hotels through onPeak. The platform provides resources that help travelers identify properties and practices that align with their sustainability goals.

 

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.