By SEMA News Editors

 

Love the automotive world? Make it part of your career.

SEMA is looking for talented professionals who want to bring their skills, ideas and passion to an organization connected to the automotive specialty-equipment industry.

Explore the current openings and apply for a position that could take your career in a new direction: View current SEMA job opportunities.

As the leading voice for the global aftermarket, SEMA represents more than 7,000 member companies involved in creating, buying, selling and using specialty-automotive products. SEMA supports the industry through market research, product-development resources, education, networking, legislative advocacy and other programs that help businesses and professionals succeed.

SEMA also organizes the annual SEMA Show in Las Vegas, the premier trade event for the specialty-equipment industry.

The aftermarket is a major contributor to the U.S. economy, generating nearly $337 billion in economic impact, supporting 1.3 million jobs nationally and producing nearly $53 billion in annual parts sales.

View current SEMA job opportunities.

For more information, visit sema.org.

By SEMA News Editors

 

The start of the 2026 SEMA Show, November 3-6 in Las Vegas, is just a few weeks away. If you haven't booked your hotel yet, now is the time to secure your room through OnPeak, the SEMA Show's official housing provider, to not only get the best possible rates, but accommodations that will help you maximize your week at the aftermarket's premier industry event.

The official 2026 SEMA Show hotel block at semashow.com/hotel includes a range of options, including the following properties*:

• Bellagio (avg. $270/night)
• Hilton Grand Vacations Club Elara (avg. $300/night)
• Hilton Grand Vacations Club Flamingo (avg. $354/night)
• Hilton Grand Vacations Club on the Strip (avg. $282/night)
• Hilton Grand Vacations Club Paradise (avg. $354/night)
• Hilton Grand Vacations Club Polo Towers (avg. $227/night)
• MGM Grand (avg. $250/night)

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 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 When Booking in the SEMA Show Block

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 open online. 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, on the SEMA Show campus. Secure tickets or learn more at semafest.com.   

 

* All prices subject to change. Check semashow.com/hotel for the latest pricing and information. 

 

By Ashley Reyes

 

The SEMA Businesswomen's Network (SBN) has named Jennifer Seaburn, account manager at Digital Throttle, as the network's newest #SheIsSEMA spotlight member. 

Seaburn was nominated by Digital Throttle Founder and President Bryan Robb. Get to know Seaburn through Robb's interview with SEMA News below. 

SEMA News: How has Jennifer contributed to Digital Throttle? 

Byran Robb: Jennifer was the second full-time employee at Digital Throttle back in 2010 and has been vital to growing our company. Her customer-centric and calm demeanor has both served our clients and set an example for our entire team. Jennifer's role at the company has evolved from "do everything and anything" to account manager, a role in which she manages all our client relationships.

SN: How has Jennifer shown leadership in the industry or business? 

BR: Jennifer leads by example. She is naturally reserved and doesn't seek recognition. In our online advertising industry, we have new technologies and ad choices to learn all the time. We rely on Jennifer to research, test and teach the rest of us how to work with the latest online advertising program.

SN: Tell us a success story that you can share about Jennifer. 

BR: We faced a technical problem with a client. Jennifer patiently worked on the issue with a client through several Zoom meetings, evening texts and even weekend conversations. Not only did Jennifer resolve the issue, but the client will now only ever work with Jennifer.

SN: How many years has Jennifer been in the industry? 

BR: More than 10 years.   

SN: What quality do you admire most about Jennifer and why? 

BR: Advertising agencies serve at the whim of clients, who may or may not be having a good day. Jennifer's calm demeanor and proactive energy smooths over both personalities and advertising results.

SN: Why do you think Jennifer is a role model in the industry? 

BR: She rarely ever uses the word "I" in a sentence. She works, talks and coaches as a team leader where "we" is at the center of her success.

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Fill out a #SheIsSEMA spotlight form to submit a self-nomination or nominate a colleague and highlight how you or she is contributing to the specialty-equipment industry. Selected candidates are automatically eligible to be considered for SBN's #SheIsSEMA Woman of the Year award, featured on SBN's social media, SEMA News and recognized on the sema.org/she-is-sema website. 

By SEMA News Editors

 

Demand for truck and off-road products continues to drive growth across the automotive aftermarket, and the 2026 SEMA Show will bring the industry's leading manufacturers, innovators and buyers together to showcase the latest advancements in capability, performance and customization.

With hundreds of exhibiting brands and a growing footprint dedicated to trucks, off-road and adventure-driven products, the Show offers an unmatched opportunity to discover new parts, technologies and business opportunities shaping one of the aftermarket's largest and most influential segments.

Located in the West Hall of the Las Vegas Convention Center, the SEMA Show's dedicated Trucks, SUVs & Off-Road section is a must-visit destination for professionals seeking the latest innovations for pickups and work vehicles. From rugged off-road upgrades to fully equipped overlanding systems, attendees will experience a comprehensive range of products engineered for durability, capability and customization. The section will be adjacent to the expanded Powersports, SxS & Lifestyle section, showcasing brands across the adventure lifestyle category.

The strength of the segment is reflected in the recently released "SEMA Market Report," which found that pickup trucks are the largest vehicle segment in the automotive aftermarket, generating $15.0 billion and accounting for 30% of all specialty-equipment spending, making trucks the single biggest driver of aftermarket demand.

Among the largest truck and off-road product categories identified in the report are suspension products ($3.15 billion) and off-road/oversize tires ($2.23 billion). These categories continue to fuel demand for lift kits, leveling systems, shocks, tires and related products that enhance vehicle capability both on- and off-road.

The "SEMA Market Report" also highlights the growing influence of the lifestyle movement. Products such as racks, cargo-management systems, roof-mounted carriers and rooftop tent platforms represent an expanding segment of the market as consumers increasingly outfit vehicles for outdoor recreation, travel and adventure.

The Trucks, SUVs & Off-Road section is anchored by brands that have helped define the category and have exhibited at the SEMA Show for many years, including ARB 4X4 Accessories, FOX, Lippert Automotive, RealTruck, Westin and Yakima. These industry leaders return year after year, introducing new products while reinforcing the Show's reputation as the epicenter for truck innovation.

"The truck and off-road segment is a cornerstone of the SEMA Show and one of the most dynamic areas of growth in the aftermarket," said SEMA Vice President of Events Tom Gattuso. "From hardcore off-road performance to fully outfitted overlanding builds, this section showcases how brands are pushing the limits of what trucks can do. The continued presence of legacy manufacturers alongside new innovators highlights both the heritage and the future of this market."

Overall, exhibitor commitments for the 2026 SEMA Show have surpassed 1 million net square feet of indoor exhibit space, with more than 2,000 brands preparing to connect with a global audience November 3-6, in Las Vegas. The Show continues to rank among the largest and most influential trade events in the country, reflecting sustained growth across the automotive aftermarket.

In addition to the Trucks, SUVs & Off-Road section, the 2026 SEMA Show will feature strong representation across performance, powersports, mobile electronics, restyling, tools and emerging technologies. Major OEMs, including Toyota, Ford, Honda, Mitsubishi, Nissan and Stellantis, will also return, further strengthening the connection between factory engineering and aftermarket innovation.

Attendees can also explore signature features such as the New Products Showcase, Battle of the Builders, ADAS Showcase and FutureTech Studio, all of which provide insight into the trends, craftsmanship and technologies shaping the next generation of vehicles, including those built for off-road and overland adventures.

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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 open online. 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, on the SEMA Show campus. Secure tickets or learn more at semafest.com.  

By Ashley Reyes

 

Taking place throughout 2026 SEMA Show week, November 3-6 in Las Vegas, SEMA Council and Network events are the go-to destination to connect with peers in your market segment, network with industry leaders and gain access to tools and resources for career and business growth.

Mark your calendar now. From casual happy hours and signature receptions to educational seminars, there's an event for every professional across the automotive aftermarket. Check out the schedule below and RSVP to connect with your community. 

 

Automotive Restoration Market Organization (ARMO)

ARMO/HRIA Booth: November 3-6, 9:00 a.m.–5:00 p.m., Central Hall, Booth #23295

Connect with ARMO leadership, view stunning booth vehicles built by members and discover resources to help your restoration business thrive.
 

ARMO/HRIA Vehicle Unveilings: November 3, at 10:30 a.m., Central Hall, Booth #23295

Watch as the ARMO/HRIA booth vehicles are revealed and get to know the builders.
 

ARMO Reception: November 3, at 5:30 p.m., Westgate Hotel Ballroom A

This year's ARMO reception brings an exciting "Legends of ARMO" theme celebrating the industry's top people, businesses and products. Network with fellow restoration professionals and enjoy appetizers and drinks.

RSVP here.
 

Education Session–Planning the Next Chapter: Practical Strategies for Family Business Succession, Powered by ARMO: November 4, at 1:00 p.m., LVCC North Hall, N257

Gain insight into the realities of business succession and learn strategies to protect the business and successfully prepare for what's next.

RSVP here.  
 

Emerging Trends & Technology Network (ETTN)

Education Session–ETTN Lunch and Learn: Which Method of Boost is Best for Street Cars?: November 5, at 11:00 a.m., LVCC North Hall, N237

Learn about popular boosting methods--turbochargers, centrifugal superchargers and positive-displacement superchargers--and what makes each system excel in different applications.

RSVP here.
 

Future Leaders Network (FLN)

FLN Reception: November 3, at 5:00 p.m., LVCC West Hall W232

Network with fellow young professionals, discover resources to grow your career and celebrate outstanding achievements during the awards ceremony, all while enjoying appetizers and drinks in a relaxed setting.

RSVP here.
 

Pathways to Professional Development, Powered by FLN: November 4, at 11:00 a.m., LVCC North Hall, N257

Discover practical strategies to build stronger teams, elevate performance and create a workplace culture where people and businesses thrive.

RSVP here.
 

Hot Rod Industry Alliance (HRIA)

ARMO/HRIA Booth: November 3-6, 9:00 a.m.–5:00 p.m., Central Hall, Booth #23295

Connect with HRIA leadership, see stunning hot rods built by members and discover resources to help your business thrive.
 

Education Session-Hot-Rod Builders' Panel, Powered by HRIA: November 3, at 3:00 p.m., North Hall, N259

Learn from the industry's top hot-rod builders, ask questions and gain insights that can elevate your own builds and business practices.

RSVP here.
 

HRIA Reception: November 4, at 5:15 p.m., Westgate Hotel Ballroom A

Connect with the hot-rod community, enjoy a plated dinner and celebrate the people and businesses driving the industry forward during the awards ceremony.

RSVP here.
 

Professional Restylers Organization (PRO)

PRO Booth and PRO Cup Challenge: November 3-6, West Hall, Booth #50237

Connect with PRO leadership, check out the builds competing in the PRO Cup Challenge and discover resources for growing your business. Visit by Wednesday, November 4 at 2:00 p.m. PST to cast your vote for the PRO Cup Challenge People's Choice Award.
 

PRO Reception: November 3, at 5:00 p.m., West Hall W326

Network with fellow automotive restylers, enjoy food and networking and honor top contributors during the awards ceremony.

RSVP here.
 

PRO Happy Hour: November 4, at 4:00 p.m., West Hall PRO Booth #50237

Network, celebrate the PRO Cup Challenge winners and enjoy a relaxed environment with peers.

RSVP here.
 

Education Session-Personalization Drives the Market: Why Restylers Matter More Than Ever, Powered by PRO: November 5, at 3:00 p.m., North Hall, N257

Gain insights into the pivotal role restylers play in elevating vehicle value, delivering unforgettable customer experiences and staying ahead of rapidly evolving trends.

RSVP here.
 

SEMA Businesswomen's Network (SBN)

SBN Booth Featuring Partners Autofluencer and Real Deal Revolution: November 4-7, Central Hall, #24327

The SBN booth will serve as a hub of learning, empowerment and professional development for women across the industry. Attendees can expect a full week of hands-on workshops, interactive sessions and meaningful networking opportunities.

 

SEMA Women's Leadership Symposium: Own the Room: Executive Presence, Leadership Transitions and Strategic Influence for Women Leaders, Powered by SBN, November 3, at 3:00 p.m., North Hall N257

Gain the mindset, skills and strategies to strengthen executive presence, navigate career transitions and confidently own influence and decision-making power.

RSVP here.
 

SBN Reception: November 4, at 5:00 p.m., West Hall, W232

Connect with the SBN community, celebrate achievements and learn how to get involved.

RSVP here.
 

Courageous Conversations: Addressing Conflict Without Burning Bridges, Powered by SBN, November 4, at 3:00 p.m., North Hall, N257

Learn practical tools for managing challenging personalities, rebuilding trust after conflict and applying emotional intelligence to navigate high-stakes discussions effectively.

RSVP here.
 

SBN Gear-Up Girl Networking Event: November 5, at 11:45 a.m., West Hall, W256

Reserved only for women, the event serves as a networking opportunity for professionals to give back and share advice with today's female youth and those new to the industry.

RSVP here.
 

Truck & Off-Road Alliance (TORA)

TORA Feature Vehicle Trail: November 3-6, Outside walkway between West Hall and North Hall

Explore the latest truck and off-road trends at this impressive display and vote for your favorite build.
 

Education Session-The Business Behind the Builds: Best Practices in the Truck and Off-Road Industry, Powered by TORA: November 3, at 11:00 a.m., North Hall, N257

A panel of industry experts will share insights and proven approaches to help shops, builders and brands operate more effectively and deliver standout results in a competitive market.

RSVP here.
 

TORA Happy Hour: November 3, at 4:00 p.m., West Hall, Booth #58097–RANDY'S Worldwide

Wind down and network with truck and off-road enthusiasts while celebrating the TORA Best New Light Truck Award and TORA Best New Off-Road Product Award winners.

RSVP here.
 

TORA Reception & Pinewood Drags: November 4, at 5:00 p.m., West Hall, W326

Connect with truck and off-road peers, celebrate achievements and participate in the Pinewood Drag races benefiting the SEMA Cares' partnering children's charities.

RSVP here.
 

Wheel, Tire, Suspension & Brake Council (WTSBC)

WTSBC Reception: November 3, at 5:00 p.m., South Lower Hall, (New Products Showcase, #41271)

Celebrate the wheel, tire, suspension and brake segments while networking with colleagues and industry leaders.

RSVP here.
 

WTSBC Coffee & Conversation: November 4, at 8:00 a.m., South Hall, Inside Lower South 1  

Grab a coffee, network and learn what's new and exciting in the wheel, tire, suspension and brake industry.

RSVP here.
 

Education Session-Beyond the Powertrain, Powered by WTSBC: November 5, at 11:00 a.m., Central Hall, FutureTech Studio, 24401

Learn how higher torque outputs, evolving vehicle platforms and new performance expectations are impacting wheel and tire testing, suspension design, brake system innovation and materials technology.

RSVP here.

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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 open online. 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, on the SEMA Show campus. Secure tickets or learn more at semafest.com.  

 

By SEMA News Editors

 

Oracle Lighting, the aftermarket brand providing automotive LED lighting, has announced the appointment of Johnny Johnson as its new strategic account manager. Johnson will help grow the company's core aftermarket LED business while leading its expansion into fleet, motorcycle and powersports, and into new international markets.

The hire is part of a broader expansion of Oracle Lighting's sales organization, driven by sustained growth in both its wholesale distribution network and its emerging business segments, according to the company.

"We're growing, and that growth means we need people who can strengthen the business we've built and open doors in markets that are new to us," said Jaclyn Bradham, chief revenue officer of Oracle Lighting. "When we defined this role, we were looking for someone who knows the aftermarket from the inside, understands how dealers and distributors actually buy and has built channels both here and overseas. Johnny is exactly who we were hoping to find. He'll add value to our core LED customers from day one, and his experience in powersports and international distribution makes him the right person to take our newest lines and markets from opportunity to core business."

In his new role, Johnson will work with Oracle Lighting's core aftermarket LED distributors and resellers while building the company's presence with fleet operators and upfitters, motorcycle and powersports dealers, and the partners who serve them. He will also play a central role in expanding Oracle Lighting's international distribution, drawing on his experience rebuilding international dealer channels, according to Oracle.

Johnson brings more than 15 years of sales and business development leadership across the automotive and powersports aftermarket. Most recently, he served as vice president of Sales and Business Development at Derive Systems, a global provider of automotive performance tuning technology. There he rebuilt the sales organization, grew the domestic dealer business, revived the international dealer channel and launched a dealer win-back program that brought dormant accounts back into the business, according to Oracle.

Previously, as national sales director at Dynojet Research, Johnson led the expansion of the company's powersports dealer network.

"Oracle Lighting has built a strong reputation for innovation and quality that dealers and enthusiasts already trust," said Johnson. "My focus is to build on that with the customers who got Oracle here, and to take the brand into fleet, motorcycle, powersports and international markets where that reputation can go a long way."

For more information, visit oraclelights.com.

 

Sponsored by Turn 14 Distribution

 

From the golf course to the debut of the next vehicle build giveaway, Turn 14 Distribution is bringing elite networking to Las Vegas.

 

The SEMA Show represents the pinnacle of the automotive aftermarket, transforming the Las Vegas Convention Center into the global epicenter of the latest automotive trends and exclusive industry networking. For Turn 14 Distribution, it is an unparalleled opportunity for face-to-face connection with the brands and dealers who drive the industry forward. This year, the leading wholesale distributor of automotive and powersports aftermarket parts is pulling out all the stops to deliver an unforgettable SEMA experience, packed with exclusive networking events, impactful vehicle reveals, and unique activations across the convention center campus.

 

Turn 14 is teeing up the week with the return of the SEMA Kickoff Golf Tournament. Hosted in partnership with MBRP on Monday, November 2, this invite-only full-course scramble is the perfect, laid-back networking opportunity for those looking to connect before the chaos of the show floor opens. The tournament features a four-person team format loaded with friendly competitions, including longest drive, closest to the pin, a poker hand challenge, and a few surprise contests scattered throughout the course. Space is extremely limited for this event, so interested Turn 14 Distribution dealers should contact their sales representative to secure a spot.

 

Starting Tuesday, November 3, attendees can find the Turn 14 Distribution team stationed inside Central Hall at Booth #21403. This central hub will be the go-to spot for customers to discuss exclusive show deals and catch up with the Turn 14 Distribution staff. It will also be home to the official reveal of the Turn 14 Ultimate Shop Truck build. Featuring a fully EPA- and CARB-compliant Roush supercharged 5.0L Coyote V8, this Ford F-150 will be the perfect blend of raw power and uncompromising utility. Complete with a modified 2025 Yamaha YZ250F 70th Anniversary Edition strapped in the bed, this pairing bridges the gap between automotive street performance and elite powersports capability.

 

For those arriving early to beat the crowds, Turn 14 is hosting a morning oasis at their outdoor setup located in the Silver Lot at Booth #82000. Running Tuesday through Thursday morning, attendees can stop by Turn 14's outdoor booth for Trucks and Coffee, powered by Bilstein. It is the best spot for fresh coffee and checking out an impressive lineup of trucks and off-road builds while networking with fellow enthusiasts. This location will feature a collection of serious off-road rigs that display not only Bilstein's overlanding prowess but Turn 14's support for the brand and off-road segments.

 

After a grueling first day of walking the show floor on Tuesday, the last place most attendees want to be is in the notoriously long monorail line or stuck waiting for a ride. Turn 14 Distribution and Bilstein have better plans with the Terrace Happy Hour. Held on the West Hall Terrace, this invite-only gathering offers prime views of the skyline, complete with premium drinks and hors d'oeuvres, providing the perfect bridge between the show closing and evening dinner plans while delivering an elevated networking experience. Dealers looking to attend this summit event should reach out to their sales representative immediately, as capacity is strictly limited.

In addition to the networking events and vehicle reveals, Turn 14 Distribution is proud to celebrate the incredible craftsmanship found throughout the show. This year, the distributor is teaming up with one of its premium partners to present two standout build awards. These accolades will be handed out to the builders who push the boundaries of performance and design, recognizing the hard work and innovation that make the SEMA Show the greatest automotive spectacle on earth.

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 www.turn14.com.

By SEMA News Editors

 

With the 2026 SEMA Show approaching November 3-6 in Las Vegas, attendees can now review transportation options for getting to and from the Las Vegas Convention Center (LVCC). (Still need to register? Get started here).

Attendees staying at participating hotels can take advantage of complimentary shuttle service to the LVCC, while other options make it easy to get around Las Vegas during Show week.

View the complete 2026 SEMA Show transportation guide for everything needed to plan the trip, including shuttle schedules and boarding locations; Las Vegas Monorail ticket discounts; rideshare/taxis/limousines information; The Vegas Loop details and tickets; public bus service/Strip & Downtown Express (SDX); off-property parking and other transportation information.

Attendees are encouraged to review transportation options in advance, as there will be no parking at the LVCC during the event. Learn more at semashow.com/transportation.

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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 open online. 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, on the SEMA Show campus. Secure tickets or learn more at semafest.com.   

By SEMA News Editors

 

Attendees at the 2026 SEMA Show, held November 3–6 in Las Vegas, can develop new skills, connect with industry leaders and gain practical insights to help grow their businesses through this year's SEMA Education Program. More than 90 sessions will take place Tuesday, November 3, through Thursday, November 5, covering key topics and trends impacting professionals across the automotive and powersports industries.

Sessions will cover business, technical and industry-specific subjects, including leadership, emerging technologies, off-road, powersports and career development. The Off-Road Business Association (ORBA) will present Driving Change: Women Shaping the Future of Off-Road, bringing together women leaders to discuss leadership, innovation, mentorship and opportunities ahead. In the Emerging and Executive Leadership track, Dale Carnegie sessions will cover practical listening and leadership skills, along with how leaders can use AI while maintaining trust and engagement.

"Time away from your business must deliver real value. The SEMA Show Education Program gives attendees practical insights and strategies they can apply immediately to make smarter decisions about where to invest and how to grow," said SEMA Vice President of Events Tom Gattuso. "SEMA Education, combined with the opportunity to discover products and connect with suppliers, makes the Show an essential business-planning tool."

As part of the broader SEMA Education offering, marquee partners will offer targeted education for a variety of aftermarket communities. For the first time, the Auto Film Mastery Conference will take place at the Show. Designed for window tinters, paint protection film installers, automotive detailers and other restyling professionals, the one-day conference will be held Monday, November 2, in the North Hall of the Las Vegas Convention Center, one day before the official SEMA Show opens.

Other partner-led programs from the Inter-Industry Conference on Auto Collision Repair (I-CAR), Tire Industry Association (TIA) and Society of Collision Repair Specialists (SCRS) will provide specialized training for collision repair and installation professionals. The Collision Repair Stage (booth No. 32145) in South Hall Upper, along with learning centers such as the FutureTech Studio (Central Hall No. 24401) and ADAS Showcase (South Hall Upper No. 31200), will highlight the latest in repair, ADAS, alternative propulsion and mobility.

"SEMA Show Education reflects the breadth of the automotive aftermarket and the wide range of professional fields that make up this industry," said SEMA Trade Show Director Andy Tompkins. "Whether attendees are looking for business strategies, technical information, leadership development or insights into the future of the industry, our education program gives them another way to make the most of their time at the Show."

Most sessions are first come, first served and free of charge. Attendees can build a customized schedule and register for paid sessions through the Show Planner tool. Explore the full 2026 SEMA Show Education Program at www.semashow.com/education.

For more information about the 2026 SEMA Show or to register, visit www.semashow.com. The 2026 SEMA Show floorplan is available at www.semashow.com/floorplan.

By SEMA News Editors

 

The SEMA Show, this year November 3-6, in Las Vegas, may be familiar to many in the automotive aftermarket. (Still need to register? Do so here.) But the Show is just one part of what comes with being part of the industry's largest community of automotive professionals, builders and enthusiasts.

SEMA connects the people who make the automotive aftermarket what it is. From manufacturers and retailers to builders, technicians and enthusiasts, SEMA brings together a global community united by a passion for cars, trucks and everything in between.

Being part of the SEMA community means connecting with the people, ideas and opportunities shaping the industry all year long. The 2026 SEMA Show offers one of the biggest opportunities to experience that community in person.

Registration is open online, with attendee badges currently priced at $100. Register here.

From industry-leading competitions and educational programming to art exhibits, livestream coverage and emerging vehicle technologies, the following activations are among the highlights planned for this year's SEMA Show.

 

2026 SEMA Show Features and Activations

New for 2026: Powersports/Side-by-Side (SxS)/Lifestyle Section

 

The Powersports/SxS/Lifestyle section will be anchored in the West Hall, with access to adjacent parking lots for dynamic outdoor activations and vehicle demonstrations.

The Show floor will undergo an evolution to group trucks, off-road and powersports together, reflecting the "total package" approach enthusiasts take toward their adventure builds. The section will highlight a diverse range of categories, including:

• Motorcycles and dirt bikes
• Side-by-sides
• Related adventure lifestyle gear and accessories

New and returning manufacturers are already showing excitement for the expanded section. "We're proud to represent KYT Helmets at SEMA 2026," said TJ Jira, CEO of KYT Americas. "We believe it's an opportunity to elevate powersports and bring more visibility to our brand in the market."

Get all the details.

 

Show-Stopping Builds

 

From the Toyo Tires Treadpass to hundreds of booth and feature vehicles across the campus, the creativity and craftsmanship set for display this year will inspire and impress any automotive aftermarket enthusiast.

 

SEMA Battle of the Builders Presented by Mothers High Performance Car Care

 

Now in its 13th year, the famed SEMA Battle of the Builders (BOTB) Presented by Mothers High Performance Car Care competition continues to stand as the automotive aftermarket's premier platform for custom builders exhibiting at the SEMA Show.

New for 2026: The SEMA Battle of the Builders will expand to include motorcycles, introducing an additional set of awards recognizing the Top 3 standout bike builders and an overall motorcycle champion with the new SEMA BOTB: Bike Builder Shootout category.

For 2026, the competition will again feature its four core automotive competition classes: Hot Rod & Hot Rod Truck; 4 Wheel Drive & Off-Road; Sport Compact, Import Performance, Luxury & Exotic; and BFGoodrich Young Guns.

Class winners will advance through the competition, with one ultimately named overall BOTB champion.

Get the complete details.

View on the floorplan.

 

SEMA Education

 

SEMA Education offers Showgoers a dynamic experience that complements the high-energy learning environment found throughout the Show floor. Attendees can develop new skills, connect with industry leaders and gain practical business insights through sessions covering emerging trends, technical advancements, workforce development and business growth strategies.

Add Education sessions to your badge during the attendee registration process. Already registered? Add tickets to your badge through the Registration Resource Center. 

 

SEMA Collision Repair Stage

 

The SEMA Collision Repair Stage will serve as a hub for industry engagement, bringing together collision-repair professionals for education, discussion and networking throughout the SEMA Show.

Through dedicated programming from the Inter-Industry Conference on Auto Collision Repair (I-CAR) and the Society of Collision Repair Specialists (SCRS), attendees can participate in collision-repair-focused educational sessions and special industry events designed to address the latest trends, technologies and business challenges facing the collision-repair market. The stage offers valuable opportunities to learn from industry experts, gain practical insights and connect with peers across the collision-repair community.

View on the floorplan.

 

SEMA FutureTech Studio

 

The SEMA FutureTech Studio is a real-world reflection of today's advancements and opportunities available to aftermarket businesses.

Located in booth #24401, this featured exhibit brings together experts and cutting-edge technologies from across the mobility landscape, with innovations in alternative fuels, electric vehicle (EV) and powertrain development, advanced manufacturing and advanced vehicle safety systems.

View on the floorplan.

 

New Products Showcase

 

The New Products Showcase is the world's largest display of new automotive aftermarket products and remains one of the top destinations for buyers and media at the SEMA Show.

Featuring thousands of newly introduced products from across the industry, the Showcase offers attendees a firsthand look at the innovations shaping the future of the automotive aftermarket, returning to the Lower South Hall near the main registration.

View on the floorplan.

 

PRO Cup Challenge

 

Organized by the SEMA Professional Restylers Organization (PRO), the PRO Cup Challenge celebrates creativity, craftsmanship and innovation within the restyling industry while demonstrating the value of dealer-ready accessory packages.

Finalists are challenged to design an accessory package for a new-model vehicle that appeals to a broad audience while meeting real-world dealership requirements. Entries are evaluated on marketability, ease of reproduction, creativity and profitability, while attendees also have the opportunity to vote for their favorite build through the People's Choice Award.

Get the complete details.

View on the floorplan.

 

Global Tire Expo-Powered by TIA

 

Sponsored by the Tire Industry Association (TIA), the Global Tire Expo serves as a comprehensive showcase for the tire industry, featuring the latest products, technologies and services from leading manufacturers and suppliers. The exhibit attracts tire dealers, retailers, distributors and automotive professionals from around the world while providing valuable opportunities for networking and business development.

 

SEMA Industry Honors

 

One night. One stage. Celebrating the people and stories driving our industry forward––only at the 2026 SEMA Industry Honors in Las Vegas.

On Thursday, November 5, the 2026 SEMA Industry Honors takes over the BleauLive Theater at Fontainebleau Las Vegas for an unforgettable evening celebrating the people, companies and innovators driving the specialty-equipment industry forward. From SEMA Content Creator of the Year to SEMA Person of the Year and other prestigious honors, this is the industry's premier night of recognition.

Get the complete details.

Purchase tickets during the attendee registration process. Already registered? Add tickets to your badge through the Registration Resource Center. 

 

SEMA Show Kickoff Breakfast

 

A longstanding SEMA Show tradition, the Kickoff Breakfast brings together the aftermarket community before the Show officially opens. The event celebrates the innovators and entrepreneurs driving the industry forward and includes the presentation of the New Product Showcase Awards, Manufacturer of the Year and Channel Partner of the Year honors.

Set for Tuesday, November 3, at 7:00 a.m. local time, tickets are available for purchase during the attendee registration process. Already registered? Add tickets to your badge through the Registration Resource Center. 

 

SEMA Live

 

The SEMA Show opens its doors to a worldwide audience, for the third year in a row, via a livestream available on YouTube and Facebook. Throughout Show week, SEMA Live is set to feature 31 hours of up-close SEMA Show coverage across four days.

Attendees can see how it all comes together in person at the SEMA Live Studio in its Central Hall location, booth #20341.

View on the floorplan.

 

SEMA Gear

 

Visit any of the SEMA Gear locations throughout the Show floor to purchase the official branded apparel and merchandise for the SEMA Show. Hurry, as these limited edition and collector items can sell out quickly. Search "SEMA Gear" at SEMAShow.com/floorplan and on the SEMA Show app to see all locations available, or click below.

View on the floorplan.

 

Featured SEMA Show Artist Larry Chen

 

Photographer Larry Chen, pictured above, has spent two decades documenting the people, vehicles and moments that define automotive culture. As the Featured SEMA Show Artist, Chen's photography will be incorporated throughout the Show's visual identity, appearing in signage, marketing materials and special installations. Chen is the first photographer selected as Featured SEMA Show Artist and the fifth creative to receive the honor since the program's inception.
 

 

Art Walk

 

Get immersed in automotive lifestyle and culture at the SEMA Show Art Walk, where some of the industry's premier artists will showcase their latest creations and celebrate the creativity that drives car culture.

Keep an eye on SEMA News for additional updates, announcements and programs set for the 2026 SEMA Show. Register here.

 

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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, 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.