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 tap into available resources to help save money and maximize their return. (Still need a booth? Discover why to exhibit in 2026 here.) 

By using the Exhibitor Service Manual (semashow.com/esm) to follow deadlines, use approved vendors, plan move-in and move-out, and take advantage of opportunities, companies can get more value from their SEMA Show investment.

And after reading this article, make time for these other must-read exhibitor resources. Each offers practical tips to help companies maximize their SEMA Show plan:

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

 

Follow 2026 Deadlines and Build a Budget

Many SEMA Show services offer advance pricing, so waiting to plan can mean paying more. Use the SEMA Show budget checklist to estimate booth, services, logistics and other company expenses, then review the exhibitor deadlines checklist (semashow.com/deadlines) to identify upcoming dates and rate increases.

Both the checklist and deadline list, along with additional resources, are in the About the Show section of the SEMA Show Exhibitor Service Manual (semashow.com/esm).

 

Plan for Breakdown Before the Show Starts

Review the move-out instructions and material-handling information in advance to understand when a booth can be dismantled, how materials should be shipped and details about services that may be helpful.

Keep in mind that move-out begins at 4:00 p.m. PST Friday, November 6. Early teardown is prohibited and may result in penalties, including loss of seniority or future eligibility.

Review the 2026 SEMA Show move-out instructions and more valuable resources in the About the Show section of the SEMA Show Exhibitor Service Manual (semashow.com/esm).

 

Put a Feature Vehicle to Work in the Booth

A booth feature vehicle can give exhibitors an additional way to showcase products and attract attention on the busy SEMA Show floor. Exhibitors considering displaying a vehicle inside the booth should review the requirements in advance, including the rules surrounding the presence and branding of products from non-exhibiting companies. Booth vehicle guidelines also cover move-in, move-out and check-in procedures.

More information on displaying a vehicle inside an exhibitor booth and additional valuable resources may be found in the Vehicles/Car Display Opportunities section of the SEMA Show Exhibitor Service Manual (semashow.com/esm).

 

Use Approved SEMA Show Vendors

The Exhibitor Service Manual (semashow.com/esm) is the place to find Freeman Booth Services and other approved vendors for services ranging from electrical, flooring, furnishings, signs and graphics to internet, insurance, catering, lead retrieval and much more. 

Explore the Exhibitor Service Manual.

 

Take Advantage of the FREE New Products Showcase Entry

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

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

New for 2026, exhibitors can also enter products into the new Powersports | SxS | Lifestyle category, expanding opportunities for companies serving those growing markets. Exhibitors can get all the details and enter products at semashow.com/newproducts, also seen in the Marketing, Advertising and Sponsorships section of the Exhibitor Service Manual.

 

Save on Hotels, Airfare and Las Vegas Travel

SEMA Showgoers have several ways to save on hotels, airfare and transportation in Las Vegas. From discounted hotel rates and airline fares to special pricing on the Las Vegas Monorail and Vegas Loop, planning ahead can help attendees keep more of their budget intact. The SEMA Show's official hotel provider, onPeak, also offers exclusive rates and booking perks. Book a hotel here.

For a complete look at available travel discounts and transportation options, read Airfare, Monorail, The Loop and More: How to Save on SEMA Show Travel Expenses.

 

Questions about exhibiting? SEMA Show management is here to help at 909-396-0289 and semashow@sema.org.

And don't forget these other must-read exhibitor resources. Each offers practical tips to help companies maximize their SEMA Show plan:

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

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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, visit the Registration Resource Center, or visit the 2026 SEMA Show floorplan. 

SEMA Fest has been confirmed for Friday, November 6, and industry members will get the lowest rate on tickets through the registration portal and Attendee Resource Center. Sign up for updates at semafest.com.   

By SEMA News Editors

 

In partnership with Ford, SEMA Garage in Detroit is inviting aftermarket suppliers to participate in an upcoming measuring session featuring five Ford vehicles on Thursday, September 24. RSVP now.

 

 

The session will feature the '26 Ford F-150, '26 Ford Expedition, '26 Ford Explorer, '26 Ford Raptor and '26 Ford Super Duty Tremor models, providing suppliers with an opportunity to gather measurements and evaluate vehicles for new aftermarket product development.

Participants will have access to 3D scanning and measurement capabilities to support product development and prototype test-fitting, along with an exclusive close-up look at the vehicles.

Reserve your time slot now––space is limited, and advance RSVP is required. Each company should RSVP for only one session.

 

SEMA Garage Ford Measuring Session
September 24
14655 Jib St.,
Plymouth, MI 48170
View on Google Maps.
RSVP Now.

 

For questions regarding SEMA measuring sessions, email productdevelopment@sema.org.

 

By SEMA News Editors

 

Two Championship-Style Trucks From Ram, UFC and RealTruck to Be Auctioned for Charity

 

A collaboration between Ram, Ultimate Fighting Championship (UFC), RealTruck and Barrett-Jackson will send two custom Ram trucks to the Barrett-Jackson 2026 Las Vegas Auction to benefit the Folds of Honor Foundation and UFC Foundation. The trucks will cross the auction block as a pair Friday, September 11, at approximately 3:30 p.m. PDT in the West Hall of the Las Vegas Convention Center.

With Barrett-Jackson waiving all fees and commissions, 100% of the hammer price from the sale of both vehicles will benefit the Folds of Honor Foundation, providing educational scholarships to the families of America's fallen or disabled military and first responders. A portion of the proceeds will also benefit Hispanic charities via the UFC Foundation in recognition of Mexican Independence Day weekend.

The two Ram trucks––a one-of-one '27 Ram 1500 Rumble Bee SRT and a '05 Ram 1500 SRT-10––are being auctioned on the 25th anniversary of the September 11, 2001, terrorist attacks. As the nation pauses to remember the nearly 3,000 lives lost, the partnership honors the courage and selflessness of first responders, military service members and everyday citizens who answered the call.

UFC President and CEO Dana White will be on the Barrett-Jackson auction block to help drive bids, alongside Barrett-Jackson Chairman and CEO Craig Jackson. In addition to the vehicles, the winning bidder will also receive a VIP UFC Experience to the future event of their choice.

"Barrett-Jackson has a long history of uniting automotive passion with incredible charitable causes," said Craig Jackson, chairman and CEO of Barrett-Jackson. "Partnering with global powerhouses like Ram, UFC and RealTruck allows us to amplify our fundraising efforts."

The unique trucks are custom builds from two generations, each pushing the limits of performance, craftsmanship and customization.

The First Retail Production and Custom One-of-One '27 Ram 1500 Rumble Bee SRT

The '27 Ram 1500 Rumble Bee lineup creates a new performance pickup segment, featuring the industry's only Quad Cab, short-bed, widebody configuration and three available HEMI V8 powertrains. The Rumble Bee SRT is powered by a supercharged 6.2L Hellcat Hemi V8 engine that delivers 777 hp and 680 lb.-ft. of torque. The truck accelerates from 0 to 60 mph in 3.4 seconds, covers the quarter mile in 11.6 seconds and has a targeted top speed of 170 mph.

The Rumble Bee SRT crossing the Barrett-Jackson auction block will be the first retail-production model built and will receive additional customization to create a one-of-one collector truck. Planned details include:

• Direct Connection 3.0L supercharger upgrade capable of more than 900 horsepower.
• Direct Connection MagnaFlow stainless-steel cat-back performance exhaust.
• Hand-painted two-tone paint scheme with a Molten Red Pearl-Coat upper body and Diamond Black Crystal Pearl-Coat lower body.
• Custom bedside graphics and Diamond Black Crystal Pearl-Coat fender flares.
• Black center hood stripe.
• Flame Red "RAM" grille badge and Brembo brake calipers.
• Satin-black 22-in. wheels.
• Custom one-of-one center console badge that authenticates the build.

A Pristine Custom '05 Ram 1500 SRT-10 Pickup

The '05 Ram 1500 SRT-10, customized by RealTruck, is powered by an 8.3-liter, 500-horsepower V10 engine originally found in the Dodge Viper. The truck still holds the Guinness World Record as the "World's Fastest Production Pickup Truck."

Built by ProMotorsports in collaboration with Mark Trostle, vice president of Ram, SRT and Mopar Design, the SRT-10 includes:

• Two-tone paint scheme with a yellow upper body and black lower body.
• Black hood graphics.
• Custom wheels in matching yellow and black.
• Viper-inspired bedside graphics.
• Alea black leather seats with yellow accents.
• RealTruck PowerStep running boards.
• RealTruck Pro X15 soft roll-up tonneau cover.
• Husky Liners floor liners and bed protection.

"Every build tells a story. This one tells three. It's a '05 truck, the same year UFC's Ultimate Fighter launched under Dana White and this SRT-10 became the inspiration for the new Rumble Bee it's paired with," said RealTruck Inc. Vice President of Marketing Lee Riser. "We took RealTruck's product lineup, Ram's performance DNA and UFC's massive platform, and pointed it all at something bigger: raising real money for Folds of Honor and the UFC Foundation through Barrett-Jackson's stage."

The September 10–12 Las Vegas Auction will be broadcast live on History and FYI, Barrett-Jackson.com and Barrett-Jackson's YouTube channel. To learn more about bidding on these vehicles or attending the event, visit barrett-jackson.com/bidders.

 

FIA American Congress to Bring Mobility and Motorsports Leaders Together in Buenos Aires

 

The Fédération Internationale de l'Automobile (FIA) will bring representatives from 32 Member Clubs across North, Central and South America and the Caribbean to Buenos Aires, Argentina, August 31-September 2 for the FIA American Congress.

Hosted by the Automóvil Club Argentino, the three-day gathering will focus on issues affecting mobility and motorsports across the Americas, including road safety, sustainable transportation, accessibility to motorsports and collaboration among FIA Member Clubs.

Argentina President Javier Milei is scheduled to officially open the Congress.

The event also will recognize FIA Member Clubs for their work in mobility and motorsports. The FIA Innovation Challenge 2026 Regional Champions for Regions III and IV will be announced during the Congress, along with the recipient of the José Abed Award. The award honors the late José Abed, former president of OMDAI and promoter of the Formula 1 Mexican Grand Prix, and recognizes a sporting club that has advanced motorsports participation, knowledge, regional development or the relationship between motorsports and mobility.

"The passion for motorsport and mobility in Argentina runs deep, and this provides a fitting backdrop for these discussions as we consider how to continue strengthening and growing global motorsport, and delivering safer, more affordable, and more sustainable mobility," said FIA President Mohammed Ben Sulayem.

Argentina provides a significant backdrop for discussions about the future of mobility. The country has more than 15 million vehicles and an extensive road network supporting communities, industries and export markets. Its domestic automotive industry, along with increasing adoption of hybrid and electric vehicles, is helping shape the country's transportation landscape.

For more information, visit the FIA website.

 

Image courtesy of FIA

 

PBS News Hour: As Tracks Close, States Push 'Right to Race' Laws

By SEMA News Editors

Across the country, local race tracks are facing pressure from noise complaints, nuisance lawsuits and development encroaching on established motorsports facilities. As tracks fight to stay open, more states are considering legislation aimed at protecting them from those challenges.

According to a SEMA report, roughly a quarter of operating motorsports facilities have closed over the past 25 years. The issue is receiving increasing attention from state lawmakers, with four states having enacted "Right to Race" laws and similar legislation advancing in others. (Learn more at sema.org/right-to-race and get involved at semahq.org/campaigns/right-to-race.)

A recent PBS News Hour report takes a closer look at the issue, visiting Shenandoah Speedway in Page County, Virginia, speaking with the track manager Chris Lilly, racers and fans about the challenges of keeping motorsports facilities open.

PBS also connected with Joshua Vadeboncouer, assistant professor at Gardner-Webb University, who shared his perspective on nuisance laws from neighboring communities. "The track didn't necessarily move close to neighborhoods; Neighborhoods gradually moved closer to the track," he said, pointing out that nuisance lawsuits can be detrimental to tracks.

Doug Bresnahan, managing director of PRI, said, "The tracks were there first; they should have the right to operate."

Watch now: See how track owners, racers and industry leaders are working to protect local motorsports facilities––and why "Right to Race" laws are gaining momentum across the country.

 

Valvoline to Open New Global Headquarters in Cincinnati

Valvoline, the lubricant brand currently located in Lexington, Kentucky, is planning to open a new global headquarters in Cincinnati, Ohio, the company announced. 

The company's current base in Lexington, Kentucky, will remain its central hub for operations in the United States, Canada and Latin America, and will continue to employ more than 400 people.

The company's new global headquarters will be located in downtown Cincinnati, where it expects to invest in a complete revitalization of the 50,000 sq. ft. it will occupy. The move positions executive leadership and global functions minutes away from the company's largest production facility while also providing the space, infrastructure and connectivity necessary for the company's continued growth, Valvoline representatives said. The new space will be designed to accommodate up to 120 employees.

"Today marks an important moment for our company," said Jamal Muashsher, president and CEO of Valvoline Global Operations. "Expanding our presence in Cincinnati and creating our Americas Hub in Lexington provides the space for our teams to better collaborate, innovate and operate more effectively, which will ensure we continue providing top-tier support for our customers worldwide."

The planned renovation and transition to the new global headquarters will happen over the coming months, with the new facility expected to open in the spring of 2027.

For more information, visit valvolineglobal.com.

 

Image courtesy of Shutterstock | Sean Pavone

 

Feed image courtesy of Shutterstock | JackPlayle135

 

By SEMA News Editors

 

Two Championship-Style Trucks From Ram, UFC and RealTruck to Be Auctioned for Charity

 

A collaboration between Ram, Ultimate Fighting Championship (UFC), RealTruck and Barrett-Jackson will send two custom Ram trucks to the Barrett-Jackson 2026 Las Vegas Auction to benefit the Folds of Honor Foundation and UFC Foundation. The trucks will cross the auction block as a pair Friday, September 11, at approximately 3:30 p.m. PDT in the West Hall of the Las Vegas Convention Center.

With Barrett-Jackson waiving all fees and commissions, 100% of the hammer price from the sale of both vehicles will benefit the Folds of Honor Foundation, providing educational scholarships to the families of America's fallen or disabled military and first responders. A portion of the proceeds will also benefit Hispanic charities via the UFC Foundation in recognition of Mexican Independence Day weekend.

The two Ram trucks––a one-of-one '27 Ram 1500 Rumble Bee SRT and a '05 Ram 1500 SRT-10––are being auctioned on the 25th anniversary of the September 11, 2001, terrorist attacks. As the nation pauses to remember the nearly 3,000 lives lost, the partnership honors the courage and selflessness of first responders, military service members and everyday citizens who answered the call.

UFC President and CEO Dana White will be on the Barrett-Jackson auction block to help drive bids, alongside Barrett-Jackson Chairman and CEO Craig Jackson. In addition to the vehicles, the winning bidder will also receive a VIP UFC Experience to the future event of their choice.

"Barrett-Jackson has a long history of uniting automotive passion with incredible charitable causes," said Craig Jackson, chairman and CEO of Barrett-Jackson. "Partnering with global powerhouses like Ram, UFC and RealTruck allows us to amplify our fundraising efforts."

The unique trucks are custom builds from two generations, each pushing the limits of performance, craftsmanship and customization.

The First Retail Production and Custom One-of-One '27 Ram 1500 Rumble Bee SRT

The '27 Ram 1500 Rumble Bee lineup creates a new performance pickup segment, featuring the industry's only Quad Cab, short-bed, widebody configuration and three available HEMI V8 powertrains. The Rumble Bee SRT is powered by a supercharged 6.2L Hellcat Hemi V8 engine that delivers 777 hp and 680 lb.-ft. of torque. The truck accelerates from 0 to 60 mph in 3.4 seconds, covers the quarter mile in 11.6 seconds and has a targeted top speed of 170 mph.

The Rumble Bee SRT crossing the Barrett-Jackson auction block will be the first retail-production model built and will receive additional customization to create a one-of-one collector truck. Planned details include:

• Direct Connection 3.0L supercharger upgrade capable of more than 900 horsepower.
• Direct Connection MagnaFlow stainless-steel cat-back performance exhaust.
• Hand-painted two-tone paint scheme with a Molten Red Pearl-Coat upper body and Diamond Black Crystal Pearl-Coat lower body.
• Custom bedside graphics and Diamond Black Crystal Pearl-Coat fender flares.
• Black center hood stripe.
• Flame Red "RAM" grille badge and Brembo brake calipers.
• Satin-black 22-in. wheels.
• Custom one-of-one center console badge that authenticates the build.

A Pristine Custom '05 Ram 1500 SRT-10 Pickup

The '05 Ram 1500 SRT-10, customized by RealTruck, is powered by an 8.3-liter, 500-horsepower V10 engine originally found in the Dodge Viper. The truck still holds the Guinness World Record as the "World's Fastest Production Pickup Truck."

Built by ProMotorsports in collaboration with Mark Trostle, vice president of Ram, SRT and Mopar Design, the SRT-10 includes:

• Two-tone paint scheme with a yellow upper body and black lower body.
• Black hood graphics.
• Custom wheels in matching yellow and black.
• Viper-inspired bedside graphics.
• Alea black leather seats with yellow accents.
• RealTruck PowerStep running boards.
• RealTruck Pro X15 soft roll-up tonneau cover.
• Husky Liners floor liners and bed protection.

"Every build tells a story. This one tells three. It's a '05 truck, the same year UFC's Ultimate Fighter launched under Dana White and this SRT-10 became the inspiration for the new Rumble Bee it's paired with," said RealTruck Inc. Vice President of Marketing Lee Riser. "We took RealTruck's product lineup, Ram's performance DNA and UFC's massive platform, and pointed it all at something bigger: raising real money for Folds of Honor and the UFC Foundation through Barrett-Jackson's stage."

The September 10–12 Las Vegas Auction will be broadcast live on History and FYI, Barrett-Jackson.com and Barrett-Jackson's YouTube channel. To learn more about bidding on these vehicles or attending the event, visit barrett-jackson.com/bidders.

 

FIA American Congress to Bring Mobility and Motorsports Leaders Together in Buenos Aires

 

The Fédération Internationale de l'Automobile (FIA) will bring representatives from 32 Member Clubs across North, Central and South America and the Caribbean to Buenos Aires, Argentina, August 31-September 2 for the FIA American Congress.

Hosted by the Automóvil Club Argentino, the three-day gathering will focus on issues affecting mobility and motorsports across the Americas, including road safety, sustainable transportation, accessibility to motorsports and collaboration among FIA Member Clubs.

Argentina President Javier Milei is scheduled to officially open the Congress.

The event also will recognize FIA Member Clubs for their work in mobility and motorsports. The FIA Innovation Challenge 2026 Regional Champions for Regions III and IV will be announced during the Congress, along with the recipient of the José Abed Award. The award honors the late José Abed, former president of OMDAI and promoter of the Formula 1 Mexican Grand Prix, and recognizes a sporting club that has advanced motorsports participation, knowledge, regional development or the relationship between motorsports and mobility.

"The passion for motorsport and mobility in Argentina runs deep, and this provides a fitting backdrop for these discussions as we consider how to continue strengthening and growing global motorsport, and delivering safer, more affordable, and more sustainable mobility," said FIA President Mohammed Ben Sulayem.

Argentina provides a significant backdrop for discussions about the future of mobility. The country has more than 15 million vehicles and an extensive road network supporting communities, industries and export markets. Its domestic automotive industry, along with increasing adoption of hybrid and electric vehicles, is helping shape the country's transportation landscape.

For more information, visit the FIA website.

 

Image courtesy of FIA

 

PBS News Hour: As Tracks Close, States Push 'Right to Race' Laws

By SEMA News Editors

Across the country, local race tracks are facing pressure from noise complaints, nuisance lawsuits and development encroaching on established motorsports facilities. As tracks fight to stay open, more states are considering legislation aimed at protecting them from those challenges.

According to a SEMA report, roughly a quarter of operating motorsports facilities have closed over the past 25 years. The issue is receiving increasing attention from state lawmakers, with four states having enacted "Right to Race" laws and similar legislation advancing in others. (Learn more at sema.org/right-to-race and get involved at semahq.org/campaigns/right-to-race.)

A recent PBS News Hour report takes a closer look at the issue, visiting Shenandoah Speedway in Page County, Virginia, speaking with the track manager Chris Lilly, racers and fans about the challenges of keeping motorsports facilities open.

PBS also connected with Joshua Vadeboncouer, assistant professor at Gardner-Webb University, who shared his perspective on nuisance laws from neighboring communities. "The track didn't necessarily move close to neighborhoods; Neighborhoods gradually moved closer to the track," he said, pointing out that nuisance lawsuits can be detrimental to tracks.

Doug Bresnahan, managing director of PRI, said, "The tracks were there first; they should have the right to operate."

Watch now: See how track owners, racers and industry leaders are working to protect local motorsports facilities––and why "Right to Race" laws are gaining momentum across the country.

 

Valvoline to Open New Global Headquarters in Cincinnati

Valvoline, the lubricant brand currently located in Lexington, Kentucky, is planning to open a new global headquarters in Cincinnati, Ohio, the company announced. 

The company's current base in Lexington, Kentucky, will remain its central hub for operations in the United States, Canada and Latin America, and will continue to employ more than 400 people.

The company's new global headquarters will be located in downtown Cincinnati, where it expects to invest in a complete revitalization of the 50,000 sq. ft. it will occupy. The move positions executive leadership and global functions minutes away from the company's largest production facility while also providing the space, infrastructure and connectivity necessary for the company's continued growth, Valvoline representatives said. The new space will be designed to accommodate up to 120 employees.

"Today marks an important moment for our company," said Jamal Muashsher, president and CEO of Valvoline Global Operations. "Expanding our presence in Cincinnati and creating our Americas Hub in Lexington provides the space for our teams to better collaborate, innovate and operate more effectively, which will ensure we continue providing top-tier support for our customers worldwide."

The planned renovation and transition to the new global headquarters will happen over the coming months, with the new facility expected to open in the spring of 2027.

For more information, visit valvolineglobal.com.

 

Image courtesy of Shutterstock | Sean Pavone

 

Feed image courtesy of Shutterstock | JackPlayle135

 

By SEMA News Editors

 

The 2026 SEMA Show, November 3-6, Las Vegas, is building momentum across key categories, including collision repair and vehicle restyling. For repair and refinishing professionals, this year's Show will deliver a comprehensive look at the latest products, equipment and technologies shaping the industry.  

The SEMA Show's dedicated Restyling & Car Care Accessories and Collision Repair & Refinish sections will feature hundreds of exhibiting brands, giving shop owners, technicians and builders access to solutions designed to improve efficiency, quality and turnaround times. From advanced repair equipment to refinishing components, attendees will find a full spectrum of products designed to meet the evolving needs of modern repair and car care facilities.

The recently released SEMA Market Report estimates the repair and refinishing-related aftermarket represents roughly $9 billion in annual consumer spending, driven by demand for body upgrades, appearance products, paint and refinishing materials, wraps, window tint and lighting products. The report underscores the strength of these categories within the broader automotive aftermarket and highlights their importance to repair, refinishing, and customization businesses.

Within that broader market, exterior restyling remains a major growth area, exceeding $6 billion in annual consumer spending, reflecting sustained consumer demand for vehicle personalization through products such as grilles, body upgrades, wraps, graphics, lighting, running boards, exterior trim and other appearance enhancements.

The Restyling & Car Care Accessories and Collision Repair & Refinish sections are anchored by long-standing industry brands, including 3M, Avery Dennison, Katzkin Automotive Leather, Pro Spot, Rust-Oleum, SATA, Snap-on, Sonax Premium Car Care and XPEL. Their continued participation highlights both the heritage and innovation that drive this critical segment of the aftermarket.

 

"The collision repair and restyling segments are essential to keeping vehicles safe, functional and looking their best," said SEMA Vice President of Events Tom Gattuso. "From cutting-edge repair technologies to craftsmanship-driven restyling and car-care products, these sections demonstrate how the industry continues to evolve. Long-standing leaders and new innovators alike reinforce the strength, expertise and forward momentum of this category."

Overall, exhibitor commitments for the 2026 SEMA Show have surpassed 1 million net sq. ft., with more than 2,000 brands preparing to connect with a global audience November 3-6, in Las Vegas. The event remains one of the largest and most influential trade shows in the country, reflecting sustained growth and investment across the automotive aftermarket.

In addition to collision repair and restyling, the 2026 SEMA Show will feature strong participation across performance, trucks, powersports, mobile electronics, tools, and emerging technologies. Major OEMs, including Toyota, Ford, Honda, Mitsubishi, Nissan and Stellantis, will also return, strengthening the connection between factory engineering and aftermarket solutions.

Attendees can also explore signature features such as the New Products Showcase, Battle of the Builders and FutureTech Studio, offering valuable insights into the trends, skills and technologies shaping the future of vehicle repair and car care.

The 2026 SEMA Show will take place November 3-6 in Las Vegas as part of the broader "SEMA Week" experience, which includes public access on Friday and the high-energy SEMA Fest.

For more information or to register, visit www.semashow.com.

By SEMA News Editors

 

Husky Liners

Freedom Bed Liner

 

Husky Liners has launched its new Freedom Bed Liner, a durable, lift‑out bed protection system. The Freedom Bed Liner combines a rugged ProGard bed floor with heavy‑duty interlocking side panels, delivering protection against wear, rust and everyday damage with a non‑permanent design that installs easily and lifts out when needed, according to the company.

huskyliners.com

ICON Alloys

Anza 6 x 135mm in Gun Metal and Silver Finishes

 

ICON Alloys is now offering two new finishes for its Anza wheel 6 on 135mm bolt pattern: Gun Metal and Silver Machined. Anza is offered in a 17-in. diameter and 8.5-in. width. These new bolt pattern and finish combinations join our full lineup of Anza wheels featuring multiple offsets, bolt patterns and finishes including Satin Black, Gun Metal and Silver Machined.

iconvehicledynamics.com

Eibach

PRO-UTV Spring Kits

 

Eibach is offering expanded coverage for '26 UTVs with its expanded lineup of PRO-UTV spring kits. Available in four different stages, the PRO-UTV spring kits with varying levels of performance capabilities and applications. Kits are offered for Can-Am, Polaris, Honda, Kawasaki, Yamaha and Wildcat.

eibach.com

S.B. International

Cummins X12 Valve Seats

 

S.B. International has released new intake and exhaust valve seats for Cummins X12 applications. The new product expands S.B. International's lineup of products for Cummins X12 applications.

sbintl.com

 

By Ashley Reyes

 

SEMA's Hot Rod Industry Alliance (HRIA) has named Blue Collar Muscle Rods & Custom in East Leroy, Michigan, as the council's newest spotlight member. Get to know the company's story in the SEMA News interview with Blue Collar Muscle Rod & Custom owner Eric Meyer below. 

SEMA News: Tell us the story of your business. How did you start? 

Eric Meyer: I started working on a business plan in 2018, funding was obtained in November 2019 (finally) and construction started in January of 2020. Through several covid shutdown delays, the construction was completed 99% in December 2020 and we opened for business in January 2021. It's amazing that five years have passed so quickly and our workload has been very consistent.

SN: What are your thoughts on the popularity of the hot rod industry around the world?

EM: It's surprising to see the love of American cars all over the world. It's even more surprising to see people out of the USA plan their vacations (even retirements) around coming to the United States to participate in the HOT ROD Power Tour or HOT ROD Drag Week or attend a motorsports event like the Indy 500, US Nationals or Daytona 500. The machine shop I use has an overseas connection to build American V8 engines, the liaison drops off a bunch of engines, they are rebuilt, and then a carrier shows up and takes them all to export them. It's interesting to see such a strong desire for American vehicles.

SN: What is something that most people don't know about Blue Collar Muscle Rods and Custom you think is interesting?

EM: The variety of work that we do. Not everything we work on is a ground-up build. We work on just about anything 25 years old and older where we have the expertise to provide the vehicle what it needs in a reasonable amount of time. We have worked on Model As, Packards, Avanti's, '30s commercial dump trucks, pro-street and road-course cars. Our location is out of town in a farming area; we have corn, soybean and hay fields in every direction.

SN: Tell us about your business now in 2026 and what you're focused on?

EM: We had a busy winter and now we have nine hot rods that need road testing before going home to their owners in time for cruising season. Those nine vehicles include the following: 

• '65 Ford Mustang Convertible
• '72 Oldsmobile Cutlass
• '69 Chevrolet Camaro
• '67 Chevrolet Impala
• '69 Chevrolet El Camino
• '73 Pontiac GTO
• '62 Chevrolet Corvette
• '70 Oldsmobile F85
• '63 Ford Thunderbird

An interesting note about the '65 Mustang and the '72 Cutlass: both cars were purchased new by the parents of the current owners, and both cars were full ground-up builds. A new group of vehicles will come in such as a '69 Chevrolet Suburban, '69 Ford Mustang, '67 Ford Mustang, '69 Chevrolet Corvette, '66 Ford Thunderbird and a '84 Chevrolet S-10 truck. Other cars currently moving through the shop include a '70 Dodge Challenger, '33 Ford 4 Door Sedan, '70 Chevrolet K10 truck, all three ground-up, a '65 Ford Galaxie convertible––a frame-on build, and an automatic transmission to a five-speed standard transmission in a '54 Chevrolet 3100 truck so the owner can tow it behind his motorhome.

SN: Tell us about a project you are proud of.

EM: We have taken on more complex and large projects. Our number of ground-up builds is increasing rather than just offering an overall paint job. Our quality and attention to detail have increased significantly. We fabricate more things when there is no good aftermarket solution and we are refining how we build our vehicles to match how the customer intends to use the vehicle. For example, an owner who wants to one-up his golfing buddies is a different build than a grandpa who wants to attend the Wednesday night cruise-in and take along his grandkids. Some customers have an unlimited budget; they know what they want and can fund it to the end.

Other customers have financial limitations, and we collaborate with them to stretch their budget so that at the end, they have a running and drivable car. They may have to forgo the $8,000 set of wheels, but in the end, we will find a wheel that is a good compromise that leaves money for the air conditioning installation. It will do no good if the paint is perfect, but the interior is so ratty, it keeps the car in the garage or the engine won't run reliably enough to get you home.

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

EM: Two things: honesty and communication. Honesty––When a car comes in that has been parked for 57 years and you know it will cost $35,000 to service everything it needs, that's the number you tell your customer, not $20,000 because you don't want to chase them away. As the owner of the shop, you are also the salesman for the shop; explain to the customer why the expense will be $35,000.

Communication––Every invoice that I send to a customer is coupled with a brief update of the progress that has been made and photos, regardless of if you text or email the photos; customers love seeing progress and knowing what their money is paying for. A scope of work contract should detail the work that will be done and in language that the customer understands. The word "restoration" needs to be discussed and detailed on the scope of work because an overall paint job and interior refresh is not the same as a rotisserie build––both customers will use the word "restoration."

Additionally, when the vehicle arrives in the shop, discuss the scope of work with all of your technicians, allow them to clarify things and put the printed scope of work in a clear vinyl envelope and put the envelope in the vehicle so the technicians can refer to it at any time. Sometimes shop owners forget important build information that should be communicated to the technicians working on the vehicle.

Fill out an HRIA-member spotlight form to highlight how your company is contributing to the hot-rod industry. Selected candidates are eligible to be featured on HRIA's social media, SEMA News and future HRIA-member updates. 

By Ashley Reyes

 

The SEMA Businesswomen's Network (SBN) has named Nolan Jamora, chief operating officer at Isky Racing Cams, as its newest allyship honoree.

Learn how Jamora supports women in the industry and promotes the ally mindset in the SEMA News interview below. 

SEMA News: What do you do to support the ally mentality and women's empowerment?

Nolan Jamora: Being raised around powerful women, my mom Bettie was very involved in California State politics, and my Aunt Joan McCraw was vice president at USA Today, publishing director at National Geographic and finally publisher of Los Angeles Magazine. Working with both, I was naturally exposed to talented and diverse leadership teams composed mainly of women. I was also exposed to the difficulties these high-value women faced in male dominated fields and the above and beyond work they had to do to just be treated as equals. The experiences I had led me to always support women's empowerment to the fullest and to have an ally mindset when looking to fill positions or support women. 

SN: Can you share your favorite experience being an ally?  

NJ: We can start with someone who has risen through the ranks of our industry and is now the SEMA Vice President of Technology, Data & Strategic Initiatives Gigi Ho. I first met Gigi in 2002 when she was starting a company called Digital Performance. Isky was looking to build a website and get set up in ecommerce and we met with her and her partner Tom. I immediately understood she was highly capable and would be the main person setting up eCataloging, eCommerce and eMarketing at Digital Performance. Being one of the icon companies in the industry, they felt that if they could work with Isky as one of its first customers it would show they were a capable company because Isky has always been very cautious on who they work with. I made the decision to go with them, and it went very well for both of us. Gigi and Tom were able to work with many companies, and Gigi started to grow a reputation as the data goddess. To this day we are very good friends, and it's great to see her success.

The other examples would be Alex Taylor and more recently Megan Taylor. Alex Taylor is well known in the industry, but four to five years ago she was still growing. I was introduced to her and saw how she worked with her family, was a real racer and could actually work on her equipment. Being a family-owned company, I was looking for an influencer/brand ambassador at the time that would reflect Isky's hard working values and needed someone with substance instead of flash. In meeting with Alex, I told her I was looking for someone we could grow with who would also grow with us, and she liked the idea of having input and a say in the direction we would go. I asked her to be a brand strategist and not just an influencer, and she agreed. Her background and the knowledge that she had just graduated from college made it an easy decision. Her influence in the industry has grown as well as her portfolio of sponsors, and I am so excited to see her successes. With her younger sister Megan Taylor, I was able to observe how integral she was to Alex's success and the work she put into all of Alex's social media. Alex and I agreed to share her talents once she finished college with her marketing and graphics design degree. She started doing our social media as well and now is our social media and marketing manager. She's in charge of all social media, sponsorships, shows, events and catalogs. From being behind the camera all those years for Alex, she has become the Isky representative on tracks around the country and a growing brand ambassador. I think many in the industry have observed the path we took with Alex and now Megan and have tried to emulate it. I could not be prouder of them, and I am thankful we have such a great partnership.

SN: Why do you feel that being an ally is important? 

NJ: I think being an ally is very important if we want our industry to grow. There are so many talented women who can contribute so much that it would be a huge mistake not taking advantage of it. Even as a member of the Motorsports Products & Media Council (MPMC), I have pushed the ally agenda and am very much in favor of getting more women on all of our councils.                                  

SN: What have you found to be the most important/valuable part of being an ally?

NJ: It's very rewarding to help high achievers succeed to their fullest. Of course, in a selfish way it's great for our business but it also brings me great satisfaction that I am helping to carry on the mission my mom and aunt started and to support that vision. 

SN: How long have you been in the industry?

NJ: Thirty-five years.

SN: What advice do you have for those that want to become an ally?

NJ: Do your homework. I look for someone with a clear body of work. They don't have to have been in the industry long, but they must show they are very capable by bringing some examples of the skills they have to the table. Make the best choice with an open mind and ask some important questions about what ideas and direction they see the partnership going in the future. Look at it as a partnership that both need to invest in for the long haul. Once the decision has been made, you must maintain great communication and create an environment where ideas and honesty are welcome. 

SN: How does someone spread the ally mentality?

NJ: By example. It's great to talk about being an ally and then employ someone capable but if you do not entrust them to do a job and give them the freedom and power to get things done then you are holding them back. Actively support women's empowerment by example; action speaks louder than words and token gestures.  

 

Fill out an SBN Ally Spotlight form to highlight how you or a colleague is being an ally to women in the automotive specialty-equipment industry. Selected candidates are eligible to be featured on SBN's social media and in SEMA News.

By Ashley Reyes

 

What happens when motorsports parts manufacturers and media come together in one dedicated venue to form new partnerships?

The answer is the MPMC Media Trade Conference, which will celebrate its 30th anniversary as the aftermarket industry's premier business-to-media networking event, February 2-4, 2027 at the Embassy Suites in Orlando, Florida. Hosted by the Motorsports Products & Media Council (MPMC), the event connects industry professionals who build leading brands with the journalists, editors, photographers, podcasters and content creators who cover the motorsports aftermarket.

 

What Exhibitors Get

• Up to 42 prescheduled face-to-face meetings with leading media who can help promote products to highly engaged audiences.
• A private hotel suite, included with registration, to showcase products and marketing materials.
• A curated meeting schedule developed by the SEMA team to ensure brands are matched with relevant media.
• Access to networking breaks and special after-hours events designed for furthering conversations in a relaxed setting.

 

What Attendees are Saying

Johnny McDevitt of BluePrint Engines said, "When we're not building the world's best performance engines, we're attending the MPMC Media Trade Conference and getting to know all the media that's involved. Anybody who's anybody shows up at the Media Trade Conference – the best manufacturers in the world related to performance automotive and the best media in the world related to performance automotive. If you're not at MTC, you're missing out." 

 

Save $100 by Registering Early

Manufacturer registration is open to MPMC, Truck & Off-Road Alliance (TORA) and Performance Racing Industry (PRI) business members.

Exhibitors can save on registration by signing up before the Tuesday, September 1, early-bird pricing deadline. Media registration will open in October. To learn more and to register, visit mediatradeconference.com.

 

By Ashley Reyes

 

The SEMA Motorsports Products & Media Council (MPMC) will host a virtual general membership meeting and panel discussion focused on the state of motorsports media on Wednesday, September 30, at 10:00 a.m. PDT.

Taking place via Zoom, the meeting will kick off with updates on current council initiatives, member events at the PRI Show, and what to expect from the 2027 Media Trade Conference. Attendees will then hear from a panel of experts representing traditional media, content creation and event promotion in motorsports on how motorsports manufacturers can effectively reach the right audiences.

Panelists include Matt Boice, group vice president of sales at FMA Group, Morgan Evans, co-founder at Torque n' Tungsten, Mike Galimi, content director at HOT ROD Network, and Johnny Mill, president--FRDM+ at Cleetus McFarland. Moderator Brain Lohnes, announcer at NHRA, will guide the discussion and facilitate the question-and-answer period. 

Attendees will learn:

• How motorsports audiences discover, consume and engage with content.
• Where media professionals find story ideas and source information.
• Emerging marketing opportunities for increasing brand awareness.
• Effective ways to promote products in a changing media landscape.

For motorsports parts manufacturers and industry professionals looking to position their brand for greater media coverage, this webinar is an opportunity to gain insights and best practices from media experts at the crossroads.

Bonus incentive: The first 20 members to register and attend the full webinar will receive a $20 Uber Eats voucher.

Register here.