By SEMA News Editors

 

SEMA Fest has officially revealed its 2026 music lineup, and it's set to deliver one of the biggest nights of SEMA Week.

 

Headlining the Friday, November 6 event at the Las Vegas Convention Center is multi-platinum punk-rock powerhouse The Offspring, joined by alternative-rock favorites Jimmy Eat World, genre-blending hitmakers 311 and California rockers The Alive.

 

The announcement gives automotive enthusiasts even more reason to secure tickets now for SEMA Fest, the one-day celebration that combines live music, motorsports and car culture into a single high-energy experience.

 

 

The day begins with public access to the SEMA Show Friday experience (tell your non-industry friends they can secure passes on semafest.com), where enthusiasts can explore thousands of custom vehicles, new products and more than 2,000 exhibiting brands on the Show floor. The action continues outdoors with the legendary SEMA Cruise on Friday evening, plus drifting demonstrations from OPTIMA, the return of the Globe of Death, and a showcase of rare exotics and hypercars from Supercar Saturdays Florida.

 

 

As the sun sets, the focus shifts to the SEMA Fest stage, where fans can sing along to iconic hits like "Self Esteem," "Come Out and Play," "The Middle," "Amber" and more.

 

SEMA Fest has previously featured major acts such as Imagine Dragons, Cage the Elephant, Sublime and Queens of the Stone Age, and the 2026 lineup continues that tradition with a mix of chart-topping artists and fan favorites.

 

Buy tickets now through the SEMA Registration Resource Center or at SEMAFest.com. 

 

For partnership opportunities, contact info@semafest.com.

 

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. 

 

By SEMA News Editors

 

Stellantis Announces Appointments of Veteran Industry Executives to Lead Ram and Jeep Brands

From left to right: Matt VanDyke, CEO of Ram and Branden Coté, CEO of Jeep.

 

Stellantis has announced the appointment of two veteran automotive industry executives to lead the Ram and Jeep brands.

 

Matt VanDyke has been named the new CEO of Ram brand, effective July 20. VanDyke succeeds Tim Kuniskis, who was named head of American brands, North America marketing and retail strategy, Stellantis North America in July 2025 while also continuing to lead Ram brand.

 

Branden Coté has been named the new CEO of Jeep brand, effective August 3. Coté succeeds Bob Broderdorf, who has led the brand since February 2025 and will be taking medical leave. Broderdorf will assume a new leadership role within the company when he returns.

 

The moves are part of Stellantis CEO Antonio Filosa's ongoing strategy to build a team of experienced executives who are well positioned to lead the company's growth plan, says Stellantis. Both executives will report directly to Tim Kuniskis.

 

VanDyke joins Ram as a seasoned industry executive, most recently serving as president of Shift Digital, a leading digital marketing firm that has worked with some of the most recognizable automotive brands in the world. Prior to joining Shift, he served as CEO of FordDirect and held several roles at Ford Motor Company, including head of U.S. marketing, VP marketing, Ford of Europe and head of global marketing, sales and service for Lincoln. 

 

Coté joins Jeep with two decades of experience leading both OEM and dealer retail operations across the industry. Most recently, with AutoNation, he served as brand president, leading multiple top-tier brands.

 

Previously, he held key leadership roles with Aston Martin Lagonda Ltd., Canoo, Mercedes-AMG/Mercedes-Benz USA, among other automakers and dealers.

 

"Matt and Branden are proven leaders who will build on our successes and take these iconic American brands to the next level," said Tim Kuniskis, head of American brands, North America marketing and retail strategy, Stellantis North America. "Their skills and deep industry experience align with our simple––but very important––customer-centric objective: to provide people with the brands and products they love and trust. I also want to thank Bob Broderdorf for his exceptional leadership of Jeep. Bob is a dedicated and valued colleague, and a friend to many across the company. I look forward to continuing our work together when he takes on his new role."

 

For more information, visit stellantis.com.

 

Introducing Range Rover Sport Electric: The Pinnacle of Sporting Luxury

 

Range Rover has confirmed the forthcoming arrival of its second electric vehicle (EV), Range Rover Sport Electric.  

 

Following the Range Rover Electric, Range Rover Sport is designed to again redefine the luxury electric SUV segment when it arrives later this year. It features the same unmistakable, muscular form, now driven by a fully electric powertrain in an effort to deliver effortless, visceral performance, says Range Rover.

 

Recently, Range Rover Sport Electric was presented in a private preview event at Goodwood Festival of Speed, UK. In homage to its legacy of pioneering performance, such as the 999‑step ascent at Heaven's Gate in China, to the climb of an Icelandic spillway, Range Rover Sport Electric tackled a series of driven challenges on the Goodwood Motor Circuit.  

 

Range Rover Sport Electric is designed to integrate a suite of advanced technologies that unleash more power and torque, amplified by an advanced new chassis tune and audio sound, creating a drive that feels as distinctive as it is visceral, across any terrain.  

 

The addition of pure‑electric propulsion later this year will complete the powertrain lineup for Range Rover Sport, with a plug‑in electric hybrid, mild‑hybrid V8 petrol and six‑cylinder petrol and diesel offering a suitable option for every client. New Range Rover Sport Electric has been calibrated to deliver the same thrilling, engaging drive that defines the sportiest expression of the brand. 

 

Further details of Range Rover Sport Electric will be announced later this year.  

 

Range Rover Reveals Bespoke Classic at Pebble Beach to Match Range Rover SV Ultra

 

Range Rover has revealed a highly exclusive Classic model created to match the new Range Rover SV Ultra, featuring a bespoke exterior color, innovative interior trim and tailored detailing.

 

Created by Range Rover's Classic experts, the vehicle is designed to showcase the breadth of personalization available to Range Rover clients, with the ability to tailor a creation to their tastes and desires perfectly.

 

The '93 Range Rover is finished in Titan Silver, a color launched on the new Range Rover SV Ultra, an exquisite interpretation of Range Rover luxury and technology. The finish uses real, fine aluminum flake and advanced pigment technology to create a highly reflective, iridescent surface that evokes liquid metal.

 

Continuing the matched pair theme, its 16-in. three-spoke wheels finished in Satin Platinum Atlas with diamond-turned contrast rims, new Range Rover SV Ultra bonnet script and the removal of exterior side trim reflect the clean surfaces of new SV Ultra. Under the hood, a plaque highlights its provenance as the first bespoke matched pair commission.

 

Inside, the Range Rover Classic features trademarked Ultrafabrics for the first time, matching the light duo-tone orchid white and cinder grey colorway of Range Rover SV Ultra to create a serene and design-led sanctuary. The dashboard is upholstered in cinder grey, with color-matched air vents. The steering wheel is finished in duo-tone orchid white and cinder grey.

 

The seats have the same laser‑crafted pattern and intricate mosaic perforation that debuted on Range Rover SV Ultra across the sculpted upper sections and carried through onto the inserts and backrests. Bespoke door trims feature brushed aluminum handles, color-matched speaker covers and finishers.

 

The Range Rover Classic started life as a U.S.-market County Edition and is powered by the 3.9L V8 engine twinned with a four-speed automatic gearbox. A highly skilled team of craftspeople has drawn on years of design and engineering expertise to complete a 2,000-hour restoration, across fabrication, paint, trim and final assembly, says Range Rover.

 

Mechanical authenticity remained a guiding principle throughout, with a comprehensive rebuild of the engine, transmission, suspension, steering and braking components. The Classic Works team carefully restored and refined every detail to preserve the character and integrity of the original vehicle while enhancing its reliability and refinement, resulting in a highly collectible Range Rover Classic representing both modern craftsmanship and heritage.

 

Making its public debut during Monterey Car Week, the Range Rover Matched Pair will be showcased at RM Sotheby's Auction Preview at the Monterey Conference Center from August 12-14. Preview access is available to registered bidders and guests, with public preview tickets also available for purchase. The display features the first Range Rover SV Ultra built for the U.S. market alongside a specially commissioned Range Rover Classic inspired by its design and character. RM Sotheby's will subsequently offer the vehicles during its live auction beginning at 5:30 p.m. local time on August 14.

 

GFS Chemicals Expands GFS Express

 

GFS Chemicals, the manufacturer of specialty and fine chemicals, announces the immediate expansion of its GFS Express program.

 

Designed to be a no-hassle way to get laboratories and manufacturers the products they need quickly, the curated program guarantees in-stock availability with same-day or next-day shipping of essential chemicals and supplies, according to GFS Chemicals. The GFS Express program also guarantees that if the company cannot ship the products as promised, GFS Chemicals pays for the freight, says GFS Chemicals.

 

This year, GFS Chemicals is adding more than 100 products to its GFS Express program, increasing the total number of qualifying products to 200 in 2026. Recent additions include Karl Fischer CRM Water Standards, trace metal acids and a variety of reagents. This newly expanded offering will also include additional products across the company's catalog, ranging in product category, grade and application, says GFS Chemicals.

 

"Customers shouldn't have to build their schedules around out-of-stocks and shipping delays," says GFS Chemicals Marketing Manager Eric Trimble. "That's the whole reason we’re expanding GFS Express. The chemicals they count on are in stock, they ship the same day, and if we miss, we cover the freight. That's the experience we want them to have every time they order."

 

Program Details of GFS Express

 

GFS Express orders must be placed and processed by 12:00 p.m. EST to ship the same day. Orders processed after 12:00 p.m. EST will ship on the next business day. If GFS Chemicals cannot fulfill the shipping commitment, the company covers the full freight cost. This service is available to customers in the United States and Canada. Some exclusions apply.

 

To learn more about GFS Chemicals and the GFS Express program, visit gfschemicals.com, email service@gfschemicals.com or call 800-858-9682.

 

Background images courtesy of Shutterstock

 

By SEMA News Editors

 

The SEMA Motorsports Products & Media Council (MPMC) will celebrate the 30th anniversary of its Media Trade Conference on February 2-4, 2027, in Orlando, Flaorida. Manufacturer registration is open now to MPMC, Truck & Off-Road Alliance (TORA) and Performance Racing Industry (PRI) business members, who can lock in discounted pricing through September 8 at mediatradeconference.com. 

 

For 30 years, the MPMC Media Trade Conference has been a powerful venue for motorsports parts manufacturers to build high-quality relationships with the media. Known for its “speed-dating” format, the event enables manufacturers to engage in more than 40 half-hour meetings with journalists, podcasters and content creators throughout the three days, with the goal of establishing valuable partnerships and getting their company news and products in front of the right audience.

 

"The Media Trade Conference is a high-performance engine for visibility and connection in the motorsports aftermarket," said MPMC Chair Brian Bohlander. "In just three days, companies have the opportunity to engage directly with the voices that shape the industry, turning conversations into coverage and relationships into long-term momentum."

 

Unlike other events that focus on buyers and sellers, the Media Trade Conference focuses on helping manufacturers find valuable media partnerships without the distractions of a busy trade show floor. It’s where brands drive their narrative, share product demonstrations and discover new communication channels they may not have considered previously.

 

"Your network is your net worth, and the Media Trade Conference is a great way to meet different people that can help you grow your business," added Bohlander. "That's why this program has been successful for the past 30 years; it puts people in a room together to talk about what they do best and are passionate about––and magic happens."    

 

The Media Trade Conference will also feature daily networking opportunities to help attendees maximize making connections outside of meetings. Additionally, all attendees are invited to an evening reception featuring an awards ceremony recognizing the 2027 MPMC Robert E. Petersen Media Award winner.

 

MPMC, TORA and PRI business members 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 Ashley Reyes

 

The deadline for automotive restylers to apply for the 2026 PRO Cup Challenge, hosted by the SEMA Professional Restylers Organization (PRO), is Friday, July 24.

 

Culminating at the 2026 SEMA Show (November 3-6), the PRO Cup Challenge will give six automotive restylers the opportunity to showcase their builds at the PRO booth #50237 in the Las Vegas Convention Center West Hall. The challenge: design and execute an accessory package for a new-model vehicle that can be installed in fewer than 50 hours and with a total cost not to exceed $14,500.

 

By placing real-world constraints on time and budget, the competition highlights the value of developing repeatable, scalable packages rather than one-off show vehicles. 

 

The Business Opportunity of a Lifetime

 

At the Show, a panel of industry expert judges will select the PRO Cup Challenge winner based on vehicle marketability, ease of reproduction, creativity and profitability. Showgoers can also vote for their favorite build, recognizing it with the People's Choice Award. The competition will culminate on Wednesday, where the winner of both awards will be announced at the PRO Booth Happy Hour.

 

Beyond the recognition earned on the SEMA Show floor, the PRO Cup Challenge serves as a launch pad for business growth and professional connections. Participants gain visibility across SEMA channels, connect with fellow restylers to learn and share best practices and collaborate with accessory manufacturers and dealers on market-ready builds that drive sales and profits.  

 

Turn Your Creativity into Business Growth––Apply Today

 

The PRO Cup Challenge is open to current PRO members, as well as SEMA member companies in automotive restyling that are eligible to join PRO. For more information or to apply for the competition, visit here. The deadline to enter is July 24. 

By SEMA News Editors

 

Formula E Team Principal Cyril Blais has passed away at the age of 43. No cause of death was disclosed.

 

Blais was most recently the team principal for the Citroën Racing Formula E Team. He also spent time as a team principal, deputy team principal, chief engineer and race engineer with Maserati MSG Racing Formula E. Prior to that, Blais served as the race engineer for Mahindra Racing Formula E, and before that, he held roles within the Formula 2 and Formula 3 series.

 

The Fédération Internationale de l'Automobile (FIA) released the following announcement on Sunday, July 19:

 

Monaco Sports Group (MSG), operator of the Citroën Racing Formula E Team, Citroën, Stellantis Motorsports, the FIA and the entire Formula E community are deeply saddened to confirm the passing of Team Principal Cyril Blais.

 

Our thoughts and deepest condolences are with Cyril's family, friends, loved ones and everyone who had the privilege of knowing and working alongside him.

 

"We are all so saddened to lose Cyril. Many of the team have known and worked with him for several years. Our thoughts are with his family, friends and colleagues throughout the paddock. Cyril believed so much in this team and we will respect his family's wishes to honour him in the best way we can, by continuing to race in his memory with the exact dedication and passion he instilled in all of us," said Beth Paretta, managing director of the Citroën Racing Formula E Team.

 

"We are heartbroken by the loss of our colleague and friend, Cyril, and our heartfelt thoughts and condolences are with his family, loved ones and all those who knew him. Cyril's passing is a devastating loss for his family, for MSG, Citroën Racing and for our entire Formula E community. We have lost an extraordinary colleague, and someone many of us were proud to call a friend. The entire Formula E paddock is supporting one another through this incredibly difficult period. To honor his immense contribution to the sport, the Citroën Racing Formula E Team and the wider Formula E community will pay tribute to Cyril’s memory and incredible legacy during this weekend’s Tokyo E-Prix," said Jeff Dodds, the CEO of Formula E.

 

"It is with deep sadness that we learned of the passing of Cyril Blais, Team Principal of MSG, Citroën Racing’s partner in Formula E. This loss is particularly painful for us, as Cyril played a major role in our Formula E program from the very beginning of our collaboration between MSG and Citroën Racing. During this difficult time, our thoughts are with his family, loved ones and all the colleagues at MSG, Stellantis Motorsport and Citroën who had the privilege of working alongside him," said a joint statement from Xavier Chardon, the CEO of Citroën and Olivier Jansonnie the senior vice president of Stellantis Motorsport.

 

"The entire motorsport community is deeply saddened by this tragic news, and Cyril will be greatly missed by all who were fortunate to know and work with him. He was dedicated to our sport, earning the respect and admiration of colleagues, competitors and friends across the paddock. His passion, determination and belief in his team were evident in all he did. Beyond his achievements on track, Cyril will be remembered for the integrity he brought to our sport. He made a lasting impression on everyone who worked alongside him, and his absence will be felt deeply. On behalf of myself and the FIA, I extend heartfelt condolences to Cyril’s family, friends and colleagues. Our thoughts are with them during this incredibly difficult time," said Mohammed Ben Sulayem, the president of the FIA.

 

No further comments will be shared out of respect for the family's privacy and wishes.

 

Image courtesy of Formula E and the FIA

 

By SEMA News Editors

 

SEMA Show organizers know travel costs can add up, which is why they've partnered with Las Vegas hotels across every price tier to offer the best nightly rates--plus exclusive perks and a simple, affordable booking process. Book now through onPeak, the SEMA Show's official housing partner, to maximize savings on your SEMA Show accommodations.

 

Even better: There's still availability, albeit limited, in different hotels* that come out to less than $175 per night, including mandatory hotel fees. These properties include:

• Luxor ($103 per night average)
• Circus Circus ($110 per night average)
• OYO ($160 per night average)
• Plaza ($166 per night average)
• Palace Station ($167 per night average)
• Rio Hotel & Casino ($172 per night average)
• Horseshoe Las Vegas (formerly Bally's) ($174 per night average)

 

Hotel reservations for the 2026 SEMA Show, November 3-6, Las Vegas, can be made online at semashow.com/hotel.

 

 

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.  

 

*Availability and room options are subject to change. Options available as of the publish date on July 8. For the most up-to-date offerings, visit semashow.com/hotel.

 

By Ashley Reyes

 

As electric vehicles (EVs) represent an increasing share of vehicles on the road, aftermarket and custom builders must understand safety at the system level. Missteps with high-voltage systems are not just warranty issues; they create serious shock, fire and regulatory risks.

 

During the SEMA Emerging Trends & Technology Network (ETTN) virtual education session, "The ABCs of EV Safety," on Tuesday, August 25, at 12:00 p.m. PDT/3:00 p.m. EDT, a panel of experienced EV leaders will share a grounded, practical framework that improves both safety and credibility with customers. Register here.

 

 

This session will demystify the "ABCs of EV Safety," or critical systems and principles that keep EVs safe to drive, service and build. Attendees will gain a practical, standards-aligned understanding of high-voltage safety fundamentals with real-world guidance for conversations and decisions in aftermarket EV integration and custom builds.

 

Key learning objectives will focus on safety architecture, risk awareness and how professionals can apply solid engineering and safety practices without getting lost in technical proprietary details.

 

This session will:

• Explain core EV safety systems, including high-voltage (HV) interlock loops, isolation monitoring and discharge strategies.
• Recognize safe component practices, including how covered HV connections and properly rated parts prevent failure.
• Understand thermal and controller roles, including how temperature management and vehicle control logic maintain safety.
• Translate standards into shop practice, including connecting safety principles to real aftermarket builds without requiring OEM-level tools or bench references.

 

Leading the session are speakers Chuck Kinkade, engineering manager at Redline Detection; Mavrick Knoles, president and co-founder at Legacy EV LLC; and Tom Santilli, curriculum specialist at Legacy EV, all of whom bring extensive knowledge and experience in EV workforce development and automotive diagnostic technology and leadership.

 

Aftermarket professionals working with EVs, particularly shop owners and lead technicians, EV conversion specialists, high-performance builders and fabricators, and technical trainers and educators are encouraged to attend the session.

 

Register here.

 

Feed image courtesy of Shutterstock | UKRID

 

 

From the SEMA Washington, D.C., office

Acting Secretary of Labor Keith Sonderling (right) with SEMA Grassroots Manager –– Government Affairs Coby Lobaugh.

 

SEMA is enthusiastically backing the nomination of Keith Sonderling as Secretary of Labor, submitting a letter of support to the leadership of the U.S. Senate Committee on Health, Education, Labor and Pensions that urges his swift confirmation.  

 

Sonderling, the U.S. Department of Labor (DOL)'s current acting secretary, has exhibited the strong leadership qualities as a public servant overseeing one of the federal government's most important agencies, with a keen understanding of labor and employment policy. 

 

The mission of the DOL is to foster, promote and develop the welfare of the wage earners, job seekers and retirees of the United States, as well as improve working conditions, advance opportunities for profitable employment and assure work-related benefits and rights.

 

"It is vital that the individual who leads DOL be someone who will champion career pathways that support a diverse array of industries, engage with the private sector to train our nation's evolving workforce, and can connect the dots between the activities that enhance Americans' lives and the robust, job-creating industries that support them. Keith Sonderling is that individual," the letter says. 

 

Karen Bailey-Chapman, SEMA senior vice president for public and government affairs, expanded on the letter's sentiments: "D.C. functions best when our cabinet-level leaders walk the walk, and our experience is that Keith Sonderling gets it; he's shown serious acumen for understanding how to build up industries where innovation is a direct pathway to sustainable job growth and American prosperity." 

 

SEMA connected in person with Acting Secretary Sonderling last week, and we were excited by his passion for the automotive community and knowledge of motorsports and racing. Watch the interview below:

The automotive aftermarket industry that SEMA represents employs more than 1.3 million Americans and pays wages and benefits in excess of $104 billion; the motorsports industry represents a career path for more than 300,000. These economically significant sectors of the economy employ more Americans than the U.S. airline industry.

From the SEMA Washington, D.C., office

Acting Secretary of Labor Keith Sonderling (right) with SEMA Grassroots Manager –– Government Affairs Coby Lobaugh.

 

SEMA is enthusiastically backing the nomination of Keith Sonderling as Secretary of Labor, submitting a letter of support to the leadership of the U.S. Senate Committee on Health, Education, Labor and Pensions that urges his swift confirmation.  

 

Sonderling, the U.S. Department of Labor (DOL)'s current acting secretary, has exhibited the strong leadership qualities as a public servant overseeing one of the federal government's most important agencies, with a keen understanding of labor and employment policy. 

 

The mission of the DOL is to foster, promote and develop the welfare of the wage earners, job seekers and retirees of the United States, as well as improve working conditions, advance opportunities for profitable employment and assure work-related benefits and rights.

 

"It is vital that the individual who leads DOL be someone who will champion career pathways that support a diverse array of industries, engage with the private sector to train our nation's evolving workforce, and can connect the dots between the activities that enhance Americans' lives and the robust, job-creating industries that support them. Keith Sonderling is that individual," the letter says. 

 

Karen Bailey-Chapman, SEMA senior vice president for public and government affairs, expanded on the letter's sentiments: "D.C. functions best when our cabinet-level leaders walk the walk, and our experience is that Keith Sonderling gets it; he's shown serious acumen for understanding how to build up industries where innovation is a direct pathway to sustainable job growth and American prosperity." 

 

SEMA connected in person with Acting Secretary Sonderling last week, and we were excited by his passion for the automotive community and knowledge of motorsports and racing. Watch the interview below:

The automotive aftermarket industry that SEMA represents employs more than 1.3 million Americans and pays wages and benefits in excess of $104 billion; the motorsports industry represents a career path for more than 300,000. These economically significant sectors of the economy employ more Americans than the U.S. airline industry.

By SEMA News Editors

 

Exhibiting at the 2026 SEMA Show, November 3-6 in Las Vegas, is a significant investment, and the most successful exhibitors don't leave that investment to chance. (Still need a booth? Start here.) 

 

Whether you're a first-time exhibitor or a longtime Show veteran, having a clear plan before arriving can help maximize ROI, attract more buyers and media, and ensure your team is prepared to make the most of every opportunity. 

 

From booth strategy and staffing plans to deadlines and product promotions, exhibitors have access to a variety of tools designed to help them succeed. The most important resource? The Exhibitor Service Manual (ESM), available at semashow.com/esm. 

 

Start With the Exhibitor Service Manual

 

In addition to working with their SEMA sales representative, the SEMA Public Relations team and the SEMA Show team, exhibitors should rely on the ESM as a primary planning resource. It organizes everything exhibitors need in one location, from ordering services and budgeting expenses to meeting deadlines and promoting products. 

 

Available online at semashow.com/esm, the ESM provides access to critical information, including booth services, shipping instructions, marketing opportunities, contact information, regulations, sponsorship opportunities and more. 

 

For exhibitors developing their 2026 Show plan, these sections deserve immediate attention: 

 

Deadlines Checklist 

Found under "About the Show," the SEMA Show deadline checklist provides key dates for exhibitors, including deadlines and rate increases. 

 

Feature Vehicles (outside the booth) 

Found under "Vehicle/Car Display Opportunities," exhibitors can learn more about the requirements and guidelines for displaying a vehicle on the SEMA Show floor outside of their booth. One important reminder: The deadline to submit Feature Vehicle applications is Friday, July 31.  

 

Approved applicants who submit by July 31 will receive an approval and confirmation email on August 28. Applications submitted after the July deadline are subject to approval at the end of September, or as space allows. Additional details are available in the "Vehicle/Car Display Opportunities" section of semashow.com/esm. 

 

New Product Showcase 

Found under "Marketing, Advertising & Sponsorships," exhibitors can submit products to the New Products Showcase––the top destination for buyers and media at the SEMA Show––to build brand awareness and generate leads.  

 

Best of all, the first product entry is free for exhibitors. 

 

Find more information on submitting a product, packaging or merchandising displays and complete an application for a new or featured product. 

 

Budgeting, Shipping and Show Services 

The ESM also includes tools and information covering: 

• Budget planning and expense forecasting. 
• Freeman booth services and ordering. 
• Approved vendor resources. 
• Shipping and material handling requirements. 
• Marketing and sponsorship opportunities. 
• Safety regulations and Show policies. 
• Parking and logistics information. 

 

Reviewing these sections early can help exhibitors avoid last-minute expenses and operational surprises. 

 

Expert Advice: Keep Your Booth Strategy Simple 

 

While logistics and deadlines are important, exhibitors should also evaluate how effectively their booth supports business goals. 

 

SEMA Vice President of Events Tom Gattuso encourages exhibitors to focus on simplicity and purpose rather than adding unnecessary complexity. 

 

Before arriving in Las Vegas, make sure your team can answer three questions: 

• What story are we telling? 
• Who should be talking to whom? 
• Where should conversations happen within the booth? 

 

Gattuso also recommends focusing on proven tactics that drive results: 

• Put products directly into attendees' hands. 
• Develop a quick, memorable pitch. 
• Position staff throughout the booth, not behind tables. 
• Schedule meetings before the Show. 
• Use clear, buyer-focused messaging. 
• Keep staff engaged and available. 

 

Additional Opportunities During SEMA Week 

 

Exhibitors looking for additional exposure should also explore Jampack Event Promotions, a new opportunity available for the 2026 SEMA Show. 

 

Options include dining and networking experiences, after-hours events, group outings, travel packages and SEMA Fest-related opportunities that can help exhibitors connect with attendees and customers beyond the show floor. 

 

Additional information is available at semafest.com/jampack. 

 

The most successful exhibitors begin planning well before Show week. By taking advantage of the resources available through the ESM and building a clear booth strategy, exhibitors can put themselves in a position to maximize every opportunity the 2026 SEMA Show has to offer. 

 

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.