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

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

 

SEMA has officially opened entries for the 2026 SEMA Battle of the Builders Presented by Mothers, introducing a new Motorcycle category and the all-new SEMA Battle of the Builders: Bike Builder Shootout. 

 

For more than a decade, SEMA Battle of the Builders has recognized the industry’s most talented vehicle builders, providing a platform to showcase the creativity, craftsmanship and innovation behind some of the most innovative custom builds in the world. For 2026, the competition will expand its reach to include motorcycles, giving custom bike builders a dedicated opportunity to compete and earn recognition on the industry’s biggest stage. 

 

"Motorcycles have always been a vital part of the customization community, and we're excited to officially bring these builders into the SEMA Battle of the Builders spotlight," said SEMA Vice President of Marketing RJ de Vera. "The Bike Builder Shootout creates a new platform for motorcycle builders to showcase their craftsmanship, creativity and passion while competing alongside some of the most talented custom bike builders in the industry."

 

The new SEMA Battle of the Builders: Bike Builder Shootout will feature a dedicated Motorcycle competition recognizing standout custom bikes from builders across the country. Entries will be evaluated by a panel of motorcycle industry experts based on craftsmanship, design innovation and overall execution.

 

The inaugural judging panel will include Zach Ness of Arlen Ness Motorcycles, Jeff Holt of V-Twin Visionary and Pat Patterson of Led Sled Customs, three respected leaders in the custom motorcycle community with decades of combined experience building, designing and promoting motorcycle culture. 

 

Motorcycle judges will review submissions before selecting the Top 10 finalists. Those finalists will then help determine the Top 3 category winners and select the overall Bike Builder Shootout champion, creating a competition judged by the builders and industry experts who understand the craft firsthand. 

 

"The motorcycle community has always been built on creativity, craftsmanship and a passion for creating something unique," said Judge Chairman Bob Kay. "The Bike Builder Shootout gives builders a dedicated platform to showcase the time, skill and innovation behind their machines while being recognized alongside some of the most talented builders in the industry. We're excited to be part of a program that celebrates the people pushing motorcycle customization forward."

 

The new Motorcycle category joins the four existing automotive competition classes: Hot Rod & Hot Rod Truck; 4 Wheel Drive & Off-Road; Sport Compact, Import Performance, Luxury & Exotic; and BF Goodrich Young Guns. Automotive finalists will continue to compete in their own competition and will have a separate Battle of the Builders overall winner. 

 

The expansion into motorcycles reflects SEMA's continued commitment to growing opportunities across the specialty equipment industry and expanding the powersports presence at the SEMA Show. As SEMA continues to develop its powersports footprint, the Bike Builder Shootout highlights the innovation, craftsmanship and creativity driving the future of customization. 

 

Attendees at the 2026 SEMA Show will be able to experience the Bike Builder Shootout and Battle of the Builders competition live in Center Hall, which will showcase some of the most innovative vehicles and builders in the industry. Registration details for the SEMA Show are available at semashow.com/register.  

 

The 2026 SEMA Battle of the Builders Presented by Mothers will take place during the SEMA Show, Nov. 3–6, 2026, in Las Vegas. For more information or to enter, visit semabotb.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 or visit the Registration Resource Center.   

 

SEMA Fest has been confirmed for Friday, November 6, 2026, 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

 

All vehicles* in the United States market will be required to implement J1979-2 or J1979-3 automotive standards. What does that mean for you? Are you ready? Do new vehicle cybersecurity standards have you stuck in park? Many SEMA members and OEMs are working on these challenges.  

 

SEMA Garage-Detroit is proud to host DG Technologies for a technical workshop on August 24, 2026.

Join us at 12:00 p.m. EDT for a light lunch and networking, immediately followed by the technology workshop and hands-on exercises. Learn more about these topics and get answers to your advanced vehicle protocol questions from Mark Zachos, president of DG Technologies. Zachos is a J1979-2/3 expert, SAE fellow and past chair of SAE's Detroit Section, and director of vehicle cyber engineering at The University of Detroit Mercy.

 

Zachos will take you through the software-defined diagnostic standard and the basics of access control features based on J1979-2/3 standards for compliance and integration. He will also provide insights into cybersecurity principles for modern vehicle networks.

 

Model-year '27 vehicles in the United States market will become even more software-dependent and access-controlled. Understanding OBDonUDS is critical for compliance, integration, development, secure diagnostics and long-term aftermarket reliability. Knowing these standards will help you solve problems and save you time.

 

* SAE J1979-2 (OBDonUDS) becomes mandatory for all internal combustion vehicles by model-year '27, and SAE J1979-3 (ZEVonUDS) is required for all zero-emissions vehicles (ZEVs) by 2027, with some exceptions.

 

Workshop Highlights include:

• Background of SAE J1979 classic, emissions compliance and global diagnostics.
• Key distinctions and use cases for J1979-2 (Updated OBDonUDS) and J1979-3 OBD diagnostic test modes for ZEVonUDS.
• Defined information on Over-the-Air (OTA) updates, DoiP and Secure Gateway Modules.
• Cybersecurity implications of diagnostic data access in modern vehicle networks.

 

To register, go to https://www.dgtech.com/product/sema-registration. Reserve today; seats are limited!

Date: August 24

Where: 14655 Jib St., Plymouth, MI 48170

Time: 12:00 p.m. EDT

Instructor: Mark Zachos

Register before August 24.

Questions? Contact: Tyler McCurry at tmccurry@dgtech.com or 248-888-2000 x312

By Ashley Reyes

 

Automotive restyling professionals still have time to register for the SEMA Professional Restylers Organization (PRO) virtual general membership meeting and AI panel discussion, taking place Tuesday, August 25, at 10:30 a.m. PDT/1:30 p.m. EDT.

 

This session will kick off with a brief update on PRO member resources, events planned for the 2026 SEMA Show and the PRO Cup Challenge, before transitioning into a panel discussion on how automotive restylers can effectively apply artificial intelligence (AI) to their business.

 

Moderated by Jesse Stoddard of AutoStyle Marketing, the session will feature panelists Grant Evans of Ecoological and Noah Rhodes of AutoStyle Marketing. Together, they will share strategies for implementing AI to increase revenue, save money and save time.

 

You'll learn how to use AI for: 

• Improving customer communication and follow-up
• Creating marketing content faster
• Organizing SOPs and team knowledge
• Supporting sales and operations workflows
• Helping customers visualize upgrades before they buy

 

As AI continues to transform how restyling businesses and shops operate, now is the time to secure your spot and gain a competitive advantage. 

 

Register now.

By SEMA News Editors 

 

Attending the 2026 SEMA Show is already a smart investment: instead of taking multiple trips to meet suppliers, evaluate new products, attend training and network with industry leaders, attendees can accomplish it all in one place, November 3-6 in Las Vegas. 

 

And with a little planning, savvy Showgoers can stretch their budgets even further. From discounted travel and hotel rates to included education sessions and complimentary member amenities, here are some of the best ways to maximize a return on investment at the SEMA Show. 

 

Register Early and Build an Agenda for the SEMA Show

 

One of the easiest ways to save is simply registering before prices increase. The next registration deadline is Friday, September 25, when attendee badges increase from $75 to $100. 

 

When securing a SEMA Show registration, don't overlook SEMA Education, featuring dozens of complimentary sessions available to be added to a badge in just a few clicks. For those already registered, events and sessions can be added or modified in the Registration Resource Center. 

 

This year's SEMA Show features dozens of expert-led education sessions, with most included in a Show registration. Reserve seminars in advance to build a schedule around the topics most relevant to your business and avoid missing popular presentations. 

 

Read more: Explore the full SEMA Education schedule and reserve sessions. 

 

Book Through the Official SEMA Show Hotel Block 

 

SEMA Showgoers don't have to choose between earning hotel rewards and securing the best rates. 

 

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

 

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

 

Read more: Discover the benefits of booking through the official SEMA Show hotel block. 

 

 

Save on Transportation: Airfare and Las Vegas Monorail and the Las Vegas Loop 

 

SEMA Show attendees can take advantage of exclusive airfare discounts through participating airlines Alaska Airlines, Delta Air Lines, Southwest Airlines and United Airlines to help get them to Las Vegas. 

 

In addition, the Las Vegas Monorail provides quick access to the SEMA Show at the Las Vegas Convention Center (LVCC) and the Vegas Loop also offers low-cost paid routes to connect nearby resorts: Resorts World Las Vegas and Westgate Las Vegas and Encore/Wynn. 

 

Read more: Find airline discount codes, Monorail savings and transportation details before booking a trip. 

 

 

Take Advantage of SEMA Membership Perks

 

SEMA members have access to the Members Lounge (North Hall room N251), providing a comfortable environment away from the activity of the Show floor with complimentary coffee, internet and printer access, device charging stations, comfortable seating, networking opportunities and more. 

 

Members can also reserve private meeting rooms, helping maximize every minute of the week. 

 

Read more: One of the best-kept secrets at the SEMA Show is reserved for members. 

 

 

Tell Your Customers and Followers You're Attending SEMA

 

One of the easiest ways to maximize your SEMA Show is to sharing plans on social media or through email. This can help customers, prospects and industry partners schedule time to meet with you during the week. 

 

SEMA offers free Digital Tools, including ready-to-post social media graphics, copy templates and logos that make it easy to promote your attendance. Download the assets, announce where you'll be and start filling your calendar before you get to Las Vegas. 

 

Discover the free digital tools and let your customers know you're in for the SEMA Show. 

 

Maximize the Return on Investment at SEMA

 

Schedule appointments with customers, suppliers and prospects before heading to Las Vegas to accomplish more in fewer days. Then use the SEMA Show floorplan--and the SEMA Show mobile app when it becomes available--to map a route across the LVCC that makes sense and avoids backtracking. 

 

And don't forget to utilize the on-campus Vegas Loop. It's a free-of-charge underground transportation system of approximately 2 mi. of tunnels accommodating a fleet of zero-emissions Tesla vehicles. Since it's designed to transport more than 4,400 attendees per hour between five stations across the 200-acre LVCC, Showgoers can't beat the convenience of this service.  

 

Attending SEMA With Your Team to Maximize ROI 

 

Companies sending a team of employees to the SEMA Show can multiply the value of the trip by dividing responsibilities. 

 

Assign team members to different product categories, education tracks or exhibitor appointments, then share notes after the Show. This way, a team can cover more ground without duplicating efforts. 

 

Like any good investment, the more thoughtfully you plan your SEMA Week, the greater the return. 

 

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.  

 

From the SEMA Washington, D.C., office

 

Ahead of a critical August 17 business meeting, the California Energy Commission (CEC) has placed on the agenda its proposed replacement tire efficiency regulations, bringing the controversial regulation one step closer to final adoption. 

 

• TAKE ACTION: SEMA is urging automotive aftermarket businesses, tire manufacturers, retailers and enthusiasts to participate remotely and tell commissioners how the proposal could affect tire affordability, consumer choice and access to specialty tires. 

 

The CEC in July revised its initial proposal, following months of opposition from SEMA and a broad coalition of industry stakeholders. Those changes delayed implementation and created or expanded exemptions for several specialty-tire categories, including competition tires, qualifying winter tires and certain large off-road tires.  

 

However, significant concerns remain. Among them, SEMA remains troubled by the regulation's potential for increasing tire costs, while reducing the range of affordable replacement tires available to California consumers. Additionally, the proposed competition-tire exemption remains too narrow and could leave legitimate motorsports tires subject to standards designed for ordinary passenger tires. 

 

Make Your Voice Heard 

 

The Monday, August 17, CEC business meeting will be held from 10:00 a.m. to 3:00 p.m. PDT.  

• Members of the public may participate remotely through Zoom (Meeting ID: 886 5692 5780; Passcode: energy) 

 

SEMA encourages industry members to join the meeting and respectfully urge commissioners to address the regulation's remaining impacts on consumers, small businesses and specialty tire availability before moving forward. 

 

For more information or assistance preparing comments for the meeting, contact SEMA Senior Director of State Government Affairs Christian Robinson at christianr@sema.org. 

 

Image courtesy of Shutterstock | Flystock

From the SEMA Washington, D.C., office

 

Ahead of a critical August 17 business meeting, the California Energy Commission (CEC) has placed on the agenda its proposed replacement tire efficiency regulations, bringing the controversial regulation one step closer to final adoption. 

 

• TAKE ACTION: SEMA is urging automotive aftermarket businesses, tire manufacturers, retailers and enthusiasts to participate remotely and tell commissioners how the proposal could affect tire affordability, consumer choice and access to specialty tires. 

 

The CEC in July revised its initial proposal, following months of opposition from SEMA and a broad coalition of industry stakeholders. Those changes delayed implementation and created or expanded exemptions for several specialty-tire categories, including competition tires, qualifying winter tires and certain large off-road tires.  

 

However, significant concerns remain. Among them, SEMA remains troubled by the regulation's potential for increasing tire costs, while reducing the range of affordable replacement tires available to California consumers. Additionally, the proposed competition-tire exemption remains too narrow and could leave legitimate motorsports tires subject to standards designed for ordinary passenger tires. 

 

Make Your Voice Heard 

 

The Monday, August 17, CEC business meeting will be held from 10:00 a.m. to 3:00 p.m. PDT.  

• Members of the public may participate remotely through Zoom (Meeting ID: 886 5692 5780; Passcode: energy) 

 

SEMA encourages industry members to join the meeting and respectfully urge commissioners to address the regulation's remaining impacts on consumers, small businesses and specialty tire availability before moving forward. 

 

For more information or assistance preparing comments for the meeting, contact SEMA Senior Director of State Government Affairs Christian Robinson at christianr@sema.org. 

 

Image courtesy of Shutterstock | Flystock

 By SEMA News Editors

 

With the lineup set and tickets on sale, there's now another reason to start planning for SEMA Fest: Payment plans are available, allowing fans to spread out the cost of attending the Friday, November 6, celebration of car culture and music at the Las Vegas Convention Center.

 

Headlined by multi-platinum punk-rock icons The Offspring, the 2026 lineup also features Jimmy Eat World, 311 and The Alive alongside heart-pounding motorsports and automotive activations.

 

Get your tickets before they sell out at semafest.com.

 

From the Show Floor to SEMA Fest

 

The "SEMA Show Friday x SEMA Fest" ticket bundle lets your non-industry friends and family experience a full day of the SEMA Show on Friday, November 6, with "SEMA Show Friday–Public Day" passes.

 

With the bundle, enthusiasts can explore thousands of custom vehicles, new products and automotive technology from more than 2,000 brands at the SEMA Show. Then, they will head outside for the SEMA Cruise, OPTIMA drifting, the Globe of Death and rare exotics and hypercars from Supercar Saturdays Florida while the music cranks up with live performances from The Offspring, Jimmy Eat World, 311 and The Alive at SEMA Fest.

 

"SEMA Show x SEMA Fest" ticket bundles may be purchased at semafest.com, with payment plans available. SEMA Show attendees and members can purchase SEMA Fest tickets through the Registration Resource Center.

 

One ticket. One full day. From the Show floor to the SEMA Fest stage. Get your tickets before they sell out: semafest.com.

 

For the latest updates, follow @SEMAFestOfficial on social media or visit 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 or visit the Registration Resource Center.   

 

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

Parts Authority––the Lake Success, New York-based distributor of automotive replacement parts, tools and equipment––has acquired NPW Companies (National Auto Parts Warehouse), the family-owned distributor of traditional, engine and performance parts headquartered in Miami.

The acquisition adds NPW's 46 locations to the Parts Authority network, bringing the combined company to nearly 325 locations and expanding Parts Authority's geographic footprint into five new states.

Founded by Larry Pacey in 1969, NPW built its business on customer relationships, extensive inventory and service, and today brings a catalog of more than one million part numbers from more than 700 brands.

NPW's leadership and team members will join Parts Authority as part of the transaction. Current NPW President and CEO Chris Pacey will continue as president of NPW/EPW while taking on a senior role within Parts Authority. The companies said the combined teams will work to ensure a seamless transition and uninterrupted daily service.

"This is an exciting milestone for NPW, our team and our customers," Pacey said. "I am even more excited that our family will remain part of this journey, contributing to the continued growth and success of both companies as they move forward together."

Clark Hale, CEO of Parts Authority, said NPW's locations complement the company's existing footprint, allowing it to position more inventory closer to customers.

"The Paceys built a remarkable family business, and we intend to honor that legacy," Hale said. "Just as important, the NPW team is at the heart of this acquisition, and we are thrilled to welcome them to the Parts Authority family."

For more information, visit partsauthority.com/ and npwcompanies.com.