By SEMA News Editors

Attendees are officially headed to the 2026 SEMA Show, November 3-6. (Not yet registered? Learn why to attend and register here).

The SEMA Show is where the automotive industry gathers––and the experience starts well before Showgoers arrive in Las Vegas.

From finding ways to stretch the travel budget to mapping out the Show floor, a little planning now can help attendees spend more time connecting with the people, products and ideas that help maximize their businesses and careers.

Maximizing a SEMA Show Budget

A few smart decisions before arriving can help attendees save on travel, make the most of their time and get a stronger return on the trip.

The recent SEMA News guide features dozens of ways to stretch a SEMA Show budget and covers everything from registering early and building an agenda to tips for making the most of SEMA membership perks, promoting attendance to customers and followers, and maximizing a team's ROI.

Book Hotels Through the Official SEMA Show Hotel Block and Save on Airfare

Attendees who book through the official 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 hotels.

The SEMA Show team negotiates rates exclusively for attendees, often below publicly available pricing, and participating reservations are backed by price-match protection.

Learn more about the benefits of booking through the official SEMA Show hotel block and discover airfare discount codes.

Discover What a SEMA Show Registration Includes

For attendees already registered, it's time to see everything set for the Show.

Visit the Registration Resource Center to explore education sessions, networking opportunities, special events and other experiences available during the 2026 SEMA Show. Use it to see what's included with a SEMA Show registration and start building a schedule that makes sense based on the floorplan.

Some experiences require additional registration or tickets, including select partner education sessions, SEMA Industry Honors, the SEMA Kickoff Breakfast and SEMA Fest.

Make and Agenda for the SEMA Show

The SEMA Show covers a lot of ground.

Explore the 2026 SEMA Show floorplan to find exhibitors, product categories, feature vehicles, activations and other must-see destinations. Attendees can also view the interactive floorplan to start building a route.

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

The SEMA Show is where the industry comes together, but the connections you make are what drive results. From inviting customers to using lead retrieval tools, exhibitors have access to resources that can help them turn their trip to the 2026 SEMA Show, November 3-6 in Las Vegas, into meaningful business opportunities.

Put Your Build in the Spotlight

Your booth isn't the only place your brand can make an impression at the 2026 SEMA Show. The Feature Vehicle Display program gives exhibitors another opportunity to showcase products in a real-world application, attract attention and drive additional traffic and connections across the Show floor.

Although the July 31 application deadline has passed, SEMA Show organizers are still accepting feature vehicle applications, which will be reviewed at the end of September or as space allows. Approved vehicles are also promoted through the SEMA Show app with details about the build, products, builder and sponsoring exhibitor.

Select applicants who submitted on or before July 31 will receive an approval and confirmation email on August 28. Applications that submit after the July deadline are subject to approval at the end of September, or as space allows.

Learn more about Feature Vehicle Displays and how to apply in the "Vehicles/Car Displays" section of the Exhibitor Service Manual.

Capture Leads With Xpress Leads

Instead of writing down contact information manually, exhibitors can use Maritz's Xpress Leads to scan attendee badges in just a few seconds and capture lead information. The tool also makes it easy to review leads at the end of each day so your team can stay organized and follow up after the Show.

Learn more about Xpress Leads.

Invite Customers to the Show

The new "Invite a Customer" program gives exhibitors a complimentary way to reach customers, prospects and guests with personalized invitations to the 2026 SEMA Show and 2026 AAPEX. Exhibitors can share a unique registration link, use a pre-programmed email service or provide customers with a unique Customer Pass Code.

Learn more about the "Invite a Customer" program.

Register Your Team

Make sure your booth is staffed and ready to connect with attendees by registering your team members in advance through the SEMA Show Exhibitor Resource Center. After logging in with your exhibitor company name and password, you can manage your team's registration and prepare your staff for Show week.

Register your team.

Measure Booth Engagement With FastSensor

Exhibitors can use FastSensor's AI-powered analytics to understand how attendees move through and interact with their booth. Reporting options measure visibility, impressions, walk-bys, dwell time, traffic flow and engagement, giving exhibitors data they can use to evaluate their Show performance.

FastSensor offers three reporting levels: Impact, Engagement and Growth, with pricing starting at $3.75 per square foot. Each provides progressively deeper insight into attendee movement and booth performance.

Explore FastSensor booth analytics.

Keep Up With Deadlines and the Exhibitor Service Manual

With the 2026 SEMA Show approaching, exhibitors should keep key deadlines for booth orders, rentals, vehicle applications, celebrity appearances and other Show requirements on their radar. The SEMA Show deadlines checklist provides a centralized reference for upcoming dates and can help exhibitors stay on schedule and avoid unnecessary costs.

View the SEMA Show deadlines checklist.

For additional information on booth services, regulations, vehicle displays, marketing opportunities and other exhibitor resources, visit the Exhibitor Service Manual.

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

• Have a Plan for the 2026 SEMA Show: Essential Resources for Exhibitors
• Exhibitors: Maximize Your Marketing ROI at 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.  

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

In an industry that’s constantly evolving, staying ahead means continuing to learn.

The 2026 SEMA Show will give aftermarket professionals the opportunity to sharpen their industry knowledge, gain practical insights and discover new strategies through SEMA Education.

With dozens of expert-led sessions covering everything from emerging vehicle technology and AI to business strategy, leadership, regulatory changes and future industry trends, attendees can build a personalized education schedule designed to help them stay informed and ready for what's next.

SEMA Education returns to the 2026 SEMA Show, November 3-6, in Las Vegas, with dozens of expert-led sessions, most included with a SEMA Show registration.

The full education schedule is now available at semashow.com/education-schedule, where attendees can browse sessions and explore SEMA Education tracks. Showgoers can also learn more about partner programs from SCRS, I-CAR and TIA.

Reserving a spot in advance by adding education sessions during SEMA Show registration or by logging into the Registration Resource Center after registering is highly encouraged. Keep in mind that some partner sessions require separate registration or fees, which are noted on the schedule.

SEMA Education: Built Around the Topics That Matter

SEMA Education offers sessions designed for every stage of an automotive aftermarket professional's career across eight education tracks:

• Sales and Marketing (12 sessions): Discover new ways to connect with customers, strengthen your brand and grow your business through proven marketing and sales strategies, including topics featuring artificial intelligence (AI).
• Small-Business Strategy (8 sessions): Practical advice for owners and managers looking to improve operations, increase profitability and prepare for the future.
• Emerging and Executive Leadership (5 sessions): Develop leadership skills, strengthen communication and prepare yourself or your team for greater responsibility, including sessions presented by Dale Carnegie.
• Vehicle Technology (5 sessions): Stay current on rapidly evolving vehicle systems, aftermarket technologies and technical developments affecting the industry, including advanced fuels, AI-related tools, ADAS and more.
• Aftermarket Updates and Future Trends (3 sessions): Get a clearer picture of where the industry is headed through market insights, research and trend analysis, including the "SEMA State of the Industry."
• Legislative and Regulatory (3 sessions): Learn about policy changes, emissions regulations and other government actions that could impact your business, including EPA and CARB compliance, ADAS certification and more.
• Inside the Shop (3 sessions): Hear from experienced builders, technicians and shop leaders tackling the real-world challenges businesses face every day, including sessions powered by SEMA's Councils and Networks.
• Talent Management (3 sessions): These sessions focus on recruiting, developing and retaining the workforce your small business needs to succeed.

Learn From Industry Partners: SCRS, I-CAR and TIA

Collision repair professionals can explore specialized sessions presented by SCRS and I-CAR, covering technical training, repair procedures, emerging vehicle technologies and other topics relevant to today's repair environment.

For tire dealers, installers and service professionals, TIA will once again offer education focused on technical knowledge, business practices and issues affecting the tire industry.

More information about partner programs, individual sessions and registration requirements is available at semashow.com/education-schedule.

Build Your SEMA Education Schedule Before You Arrive

Experienced attendees build their education schedule before arriving in Las Vegas. Setting aside even a few one-hour sessions can help bring new ideas like improving shop operations, preparing for regulatory changes, finding new ways to market business or developing the next generation of leaders.

Review the complete 2026 SEMA Education schedule, reserve your sessions and start planning your week today at semashow.com/education-schedule.

Attendees are encouraged to reserve their seats in advance by adding education sessions during SEMA Show registration or by logging into the Registration Resource Center after registering. Some partner sessions require separate registration or fees, which are noted in the schedule.

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 Ashley Reyes

The SEMA Wheel, Tire, Suspension & Brake Council (WTSBC) will host a Virtual General Membership Meeting to update its members on current programs and industry resources tailored to their business. The meeting will take place on Tuesday, September 29, at 11:00 a.m. PDT/2:00 p.m. EDT on Zoom.

WTSBC Virtual Membership Meetings provide a valuable opportunity to hear directly from council leadership, learn about the council's key priorities and initiatives and discover ways to get more involved as a member. Attendees will learn about upcoming networking events, educational opportunities and resources tailored to the undercar aftermarket community. This meeting also includes a preview of WTSBC events planned for the 2026 SEMA Show, enabling members to get a head start on planning for a productive week in Las Vegas in November.

WTSBC membership is open to manufacturers, importers, distributors and dealers, and service providers who serve the aftermarket under chassis industry. If this sounds like you, don't miss your chance to grow your business by getting involved and joining the meeting.

Save your spot here or click below.

By Ashley Reyes

Automotive aftermarket professionals attending the Great Smoky Mountain Jeep Club Invasion in Pigeon Forge, Tennessee, can grow valuable industry connections at 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 event is scheduled for August 20 from 5:00 p.m.-7:00 p.m. EDT at the Staybridge Suites.

Designed to bring together professionals from across the truck and off-road market, the event will provide attendees with opportunities to network, exchange ideas and learn more about how SEMA Councils and Networks support the industry.

Benefits of attending include:

• Build relationships with manufacturers, builders, retailers and media representatives.
• Discover SEMA programs, resources and events designed to help businesses succeed.
• Receive updates on advocacy efforts impacting the truck and off-road community.
• Learn how to volunteer and make a meaningful impact within the industry.

The mixer is an opportunity for members to strengthen industry relationships while supporting the future of the automotive aftermarket through SEMA Councils and Networks involvement.

Light snacks and drinks will be served. RSVP here.

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

By Ashley Reyes

Motorsports product manufacturers can build quality relationships with leading automotive media during the MPMC Media Trade Conference, taking place February 2-4, 2027, in Orlando, Florida. The 2027 conference is celebrating its 30th anniversary as the industry's premier business-to-media networking event, giving manufacturers opportunities to share their latest product and company news with media in a focused environment.

SEMA Motorsports Products & Media Council (MPMC), Truck & Off-Road Alliance (TORA) and Performance Racing Industry (PRI) business members can register now at  mediatradeconference.com to secure the lowest price. After September 8, registration rates will increase by $100.

Since 1998, the Media Trade Conference has served as the industry's premier event for connecting manufacturers with media professionals, including journalists, reporters, editors, podcasters and content creators. Participating manufacturers receive a hotel suite that serves as their "exhibit space" throughout the week. Over the three days, they will host up to 42 prescheduled, 30-minute meetings with media outlets to discuss opportunities for future coverage, including product features, technical content, podcast interviews and long-term editorial relationships. 

"I am a huge fan of the Media Trade Conference," said Trent McGee of Centerforce Clutches. "It's really expanded because media outlets used to be traditionally print, the whole media landscape has completely changed. As a result, it's very much a moving target. The Media Trade Conference really gives you an opportunity to expand your reach or make connections that you probably otherwise wouldn't have. "

Over the years, the Media Trade Conference has built a strong reputation within the industry for its unique format, with quality conversations happening from room to room and after-hours events encouraging relationship-building and networking. As the event celebrates its 30th anniversary in 2027, attendees can expect to leave with valuable connections that can amplify their brand and products for years.

Your Next Media Feature Could Be Just One Meeting Away––Sign Up Today

Manufacturer registration for the Media Trade Conference is open to SEMA MPMC, TORA and PRI business members. Exhibitors can save money by registering before the September 8 early-bird pricing deadline. Media registration will open in October. To learn more and to register, visit mediatradeconference.com. 

By SEMA News Editors

Your booth isn’t the only place your brand can make an impression at the 2026 SEMA Show, November 3-6, in Las Vegas.

There’s still time to put your build in the spotlight through the Feature Vehicle Display program, giving exhibitors a powerful opportunity to turn heads, attract attention and get their products noticed across the show floor. Featured vehicles can serve as rolling billboards for your brand, generating additional booth traffic, creating valuable face-to-face connections and showcasing your products in an eye-catching, real-world application.

Approved vehicles will also be promoted through the SEMA Show app with key details about the build, products, builder and sponsoring exhibitor, extending your reach to attendees beyond the display itself. Although the July 31 deadline has already passed, SEMA is still accepting applications. Any entries submitted will be reviewed at the end of September or as space allows, so there’s still an opportunity to put your brand––and your best build — in the spotlight.

Don’t miss the chance to take advantage of one of your biggest marketing tools at SEMA Show 2026.

Details on the program and how to apply can be found here or in the "Vehicle/Car Display Opportunities" section of semashow.com/esm.

Approved applicants who submitted on or before July 31 will receive an approval and confirmation email on August 28. Applications who submit after the July deadline are subject to approval at the end of September, or as space allows.

SEMA Show Deadlines List for Exhibitors

As automotive aftermarket professionals prepare to descend on Las Vegas for the 2026 SEMA Show, November 3-6, it's important for exhibitors to keep critical deadlines and checklists in mind.

To help your brand prepare to connect with dedicated buyers, influencers, dealers and automotive professionals, SEMA has compiled exhibitor resources to help you track upcoming deadlines and stay on budget.

This all-encompassing checklist provides a breakdown of deadlines for booth orders, rentals, booth vehicle applications, celebrity appearance notifications and more key dates, some of which are also detailed in this article below.

View the SEMA Show deadlines checklist.

Upcoming Key Exhibitor Deadlines for the 2026 SEMA Show

Be sure to check out the complete list of deadlines for more dates and important deadlines critical for your success as a SEMA Show exhibitor.

• August 14: Press/Media Conference Application and SEMA Show Directory listing information due.
• August 21: SEMA Show Directory ad space reservations due (materials due August 27).
• August 28: Celebrity Appearance Notification due (to be included in printed materials).

SEMA Show Budget Checklist

This checklist allows exhibitors to keep track of all costs––like exhibit design, booth services, freight/material handling, labor and miscellaneous fees. Simply input the exhibiting company name for a personalized form.

View the SEMA Show budget checklist.

One of the best ways to save is to place orders with the Freeman event agency before the "advance rate" deadline on October 1.

Don't forget that the Exhibitor Services Manual is a one-stop shop for all things related to exhibiting at the SEMA Show. It contains everything companies need to know to exhibit like a pro, including the deadline and budget checklists.

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 Ashley Reyes

Specialty automotive parts companies are facing a shortage of skilled talent. At the same time, hundreds of engineering students are preparing to graduate and looking for their first professional opportunity.

Both sides face a common challenge, but one event is helping SEMA members bridge the gap: The Emerging Trends & Technology Network (ETTN) Career Fair, taking place at the SEMA Garage Detroit on Saturday, September 26. Company registration is open now.  

The ETTN Career Fair offers aftermarket employers a free opportunity to meet face-to-face with students who are passionate about careers in the automotive aftermarket.

Why Companies Should Attend

• Connect directly with future engineers who are passionate about vehicles, innovation and technology.
• Promote career opportunities and open positions.
• Build relationships with emerging engineers and technical professionals.
• Support workforce development within the aftermarket industry.
• Network with other aftermarket professionals and industry leaders in attendance.  

If your company is searching for future automotive engineers who are work-ready, eager to learn, and want to contribute to a growing and passionate industry, the ETTN Career Fair is a valuable opportunity to meet motivated students and build your future workforce.

By Ashley Reyes

The SEMA Professional Restylers Organization (PRO) named Alea Leather Specialist Inc. as the council's newest spotlight member. Get to know the company's story in the SEMA News interview with Alea Leather Specialist, Inc.'s senior sales manager, Chase Harvey, below.  

SEMA News: Tell us the story of your shop.  

Chase Harvey: Our journey in the US market began in 2007 when we identified a massive, untapped opportunity in the aftermarket interior space. At the time, the market was flooded with standard, ill-fitting slip-on covers, but there was a distinct gap for premium, factory-fit leather replacements.

Capitalizing on over a decade of success and deep manufacturing expertise servicing the Hong Kong market since the 1990s, we established our US operations to distribute Alea Leather products. We set out with a clear mission: to bring high-quality, automotive-grade leather interiors to American restylers and enthusiasts who refused to compromise on quality and fitment.

SN: What was your breakthrough moment?

CH: Our breakthrough came in 2016 when our manufacturing facility achieved the highly prestigious International Automotive Task Force (IATF) 16949 Certification. In the automotive world, this isn’t just a badge of honor - it is a rigorous, elite standard that attests to the highest level of quality management and manufacturing excellence. Securing this certification validated our technical superiority, streamlined our global supply chain and instantly elevated our credibility. It bridged the gap between aftermarket innovation and strict OEM standards, opening massive doors for our brand.

SN: Tell us about your business now and the projects that you are working on.  

CH: Today, Alea Leather has grown into one of the top two major leather interior suppliers in the United States. We proudly service the vast majority of premium restylers across the nation, supporting them with high-end materials and precision-engineered interior kits.

As we continue to scale, our business is evolving rapidly. A major milestone for us is our successful expansion into the OEM space, where we have begun directly delivering our products to major car manufacturers in the US. Currently, we are heavily focused on expanding our production kit catalog with fresh, cutting-edge aesthetic patterns to stay ahead of changing automotive design trends. We are also expanding our regional team footprint and upgrading our internal platforms to ensure our nationwide customer service and technical support remain as premium as our products.

SN: Tell us about a package/product your of which you are most proud.

CH: We take immense pride in our long-standing collaboration on the custom leather seat packages for the iconic Black Widow trucks. The Black Widow brand is legendary in the custom truck aftermarket, synonymous with aggressive styling and uncompromising luxury. Being trusted to design and manufacture the intricate, high-durability, and visually stunning leather interiors for these builds is a true testament to our craftsmanship. Seeing those trucks roll off the line with Alea Leather interiors perfectly captures what we do best: elevating a vehicle's identity from the inside out.

SN: What advice do you have for young professionals contemplating a career in the automotive aftermarket?  

CH: The aftermarket industry is incredibly rewarding, but it moves fast. Our advice to the next generation of industry leaders relies on three pillars:

1. Passion for the industry: You have to love the automotive culture. Passion is what drives innovation and keeps you ahead of changing vehicle trends.
2. Dedication to the craft: Whether you are in design, manufacturing, sales or installation, never stop honing your technical knowledge. Perfection is in the details.
3. Diligence in work ethic: Success in this niche requires resilience, adaptability and an unwavering commitment to quality. If you show up every day ready to outwork the spreadsheet and deliver real value, the industry will notice.

Fill out a PRO member spotlight form to highlight how you or your company are contributing to the automotive restyling industry. Selected candidates are eligible to be featured on PRO's social media, SEMA News and future PRO-member updates. 

By SEMA News Editors

Limited spots remain for September's SEMA Garage Detroit AUTEL ADAS trainings, with an exclusive third day available.

As demand for advanced driver assistance system (ADAS) expertise continues to rise, SEMA Garage is once again partnering with AUTEL to deliver hands-on, in-depth training designed to keep repair professionals ahead of rapidly evolving vehicle technology. These highly sought-after sessions focus on ADAS fundamentals, calibration techniques and proper reporting practices--skills that are becoming increasingly critical as more ADAS-equipped vehicles enter the market.

The next opportunity to participate in this training takes place at SEMA Garage Detroit, where space is limited and registration is filling quickly. SEMA Garage Diamond Bar will host its next AUTEL ADAS training session on Tuesday, September 22, and Wednesday, September 23, with an optional expanded third day of training on Thursday, September 24, at the facility located at 14655 Jib St., Plymouth, MI, 48170. (View on Google Maps here). 

For attendees looking to take their training even further, SEMA Garage now offers an exclusive expanded third day of instruction. The optional Day 3 on September 24 builds on the two-day curriculum by applying diagnostics, decision-making and liability awareness to real-world ADAS calibration scenarios. Rather than standalone lectures, participants work through hands-on exercises designed to reinforce confidence and accuracy in the field. To participate, select the "3-Day" option when registering on the Autel website. Note: The "Day 3" option requires an additional fee. 

How to Reserve Your Spot 

👉 Reserve your spot now at the Autel Academy website by: 

• Visiting autel.us/autel-academy.
• Select ADAS TRAINING.
• Navigate to the "Detroit" tab, and click REGISTER.

Previous SEMA Garage AUTEL training sessions sold out quickly, and organizers encourage early registration, especially for the limited-capacity Detroit event.

Want more details? Read a recap article here, or reach out to Autel via email to academy@autel.com or visit autel.us/autel-academy for details.