By SEMA News Editors

Attendees who make the most of their SEMA Show know that the event is more than seeing the latest products and vehicles. SEMA is also an opportunity to gain practical skills and ideas that can be put to work long after the Show, November 3-6, Las Vegas.

SEMA Education returns in 2026 with expert-led sessions covering business strategy, sales and marketing, leadership, vehicle technology, regulatory issues and more. More than three dozen SEMA Education sessions are included free of charge with a SEMA Show registration, including the schedule detailed below:

2026 SEMA Education Seminars

Tuesday, November 3 (all times PT)

• 11:00 a.m. | Legislative and Regulatory | N253 | Legislative and Regulatory Update for 2026 will cover the latest tax, legislative and regulatory changes affecting businesses and individual owners. Register here.
• 11:00 a.m. | Aftermarket Updates and Future Trends | N255 | Driving Smarter Decisions: Insights Into Today's Vehicle and Consumer Trends will explore the latest data on vehicle populations, ownership patterns and consumer behavior. Register here.
• 11:00 a.m. | Inside the Shop | N257 | The Business Behind the Builds: Best Practices in the Truck and Off-Road Industry, Powered by TORA brings TORA Council members together to discuss business strategies and build practices for today's truck and off-road market. Register here.
• 11:00 a.m. | Small-Business Strategy | N259 | Full-Throttle Profits: How to Earn More Without Working More will show detailers, installers and aftermarket professionals how to improve pricing, sales, cash flow and repeat business. Register here.
• 1:00 p.m. | Sales and Marketing | N253 | Measuring What You Can't Click--Analytics for AI-Driven Discovery will examine how marketers can measure brand visibility and influence when customers encounter information through AI-generated search results instead of traditional website clicks. Register here.
• 1:00 p.m. | Talent Management | N255 | Talent Is the Constraint: How Aftermarket Companies Must Rethink Leadership, Engineering and Frontline Skills to Compete will explore strategies for developing talent and building teams capable of supporting modern vehicles and technologies. Register here.
• 1:00 p.m. | Small-Business Strategy | N259 | Five Ways to Make Your Small Business More Successful will offer practical strategies for improving visibility, strengthening teams, managing time and getting more value from customers. Register here.
• 3:00 p.m. | Sales and Marketing | N253 | The Art of Leveraging AI as a Competitive Advantage will explore practical applications for AI and small language models, including workflow integration, security and domain-specific uses. Register here.
• 3:00 p.m. | Legislative and Regulatory | N255 | Inside the Rulebook: EPA & CARB Compliance for the Modern Aftermarket will provide an update on emissions regulations, enforcement trends and compliance strategies. Register here.
• 3:00 p.m. | Emerging and Executive Leadership | N257 | SEMA Women's Leadership Symposium: Own the Room will provide practical tools for executive presence, leadership transitions and strategic influence. Register here.
• 3:00 p.m. | Inside the Shop | N259 | Hot-Rod Builders' Panel, Powered by HRIA will give attendees an opportunity to hear directly from leading hot-rod builders and shop owners. Register here.

Wednesday, November 4 (all times PT)

• 9:00 a.m. | Emerging and Executive Leadership | N253 | Listening as a Leadership Skill That Changes Results, Presented by Dale Carnegie will focus on practical listening techniques that improve communication, trust and decision-making. Register here.
• 9:00 a.m. | Sales and Marketing | N255 | Advanced Sales Strategies will provide service advisors and shop leaders with practical techniques for improving close rates, average repair orders and customer conversations. Register here.
• 9:00 a.m. | Talent Management | N257 | Hiring that Sticks: Building Long-Term Teammates From Day One will cover onboarding, culture and strategies for turning new hires into long-term contributors. Register here.
• 9:00 a.m. | Small-Business Strategy | N259 | Time Is Money! Real-World Time-Management Strategies will provide practical ways to better manage production, sales, service and administrative demands. Register here.
• 11:00 a.m. | Sales and Marketing | N253 | Stop Losing Sales: Customer Experience in the Age of AI will examine how customer experience can help businesses stand out as AI changes how buyers research and compare products. Register here.
• 11:00 a.m. | Small-Business Strategy | N255 | Build to Grow: A Strategic Framework for Scaling Automotive Businesses will introduce a framework for building stronger leadership, finances, systems and organizational structure. Register here.
• 11:00 a.m. | Emerging and Executive Leadership | N257 | Pathways to Professional Development, Powered by FLN will explore practical ways to develop employees, strengthen teams and improve workplace engagement. Register here.
• 11:00 a.m. | Vehicle Technology | N259 | Advanced Fuels and Powertrains: Engineering the Next Generation of Vehicle Propulsion will examine emerging propulsion and fuel technologies across the aftermarket, racing, fleet and commercial sectors. Register here.
• 1:00 p.m. | Aftermarket Updates and Future Trends | N253 | SEMA State of the Industry: Where We Are, Where We're Going will examine the trends, vehicle changes, economic factors and consumer demand shaping the specialty-equipment market. Register here.
• 1:00 p.m. | Vehicle Technology | N255 | The AI-Driven Aftermarket: Smarter Tools, Smarter Builds will explore how AI is being used in product development, diagnostics, manufacturing, customer support and vehicle customization. Register here.
• 1:00 p.m. | Small-Business Strategy | N257 | Planning the Next Chapter: Practical Strategies for Family Business Succession, Powered by ARMO will address leadership transitions, family dynamics and preparing the next generation to take the reins. Register here.
• 1:00 p.m. | Sales and Marketing | N259 | YouTube--How to Maximize Your Marketing Efforts (Free and Paid) will cover video production, organic content, paid advertising and strategies for growing a business on YouTube. Register here.
• 3:00 p.m. | Sales and Marketing | N253 | Turn Reviews Into Raving Fans: Win the Google Game will provide strategies for generating, responding to and managing online reviews to build trust and attract customers. Register here.
• 3:00 p.m. | Aftermarket Updates and Future Trends | N255 | The State of the Powersports Market: Trends, Data, and Opportunities for Growth will examine current market data, trends and opportunities in the powersports sector. Register here.
• 3:00 p.m. | Emerging and Executive Leadership | N257 | Courageous Conversations: Addressing Conflict Without Burning Bridges, Powered by SBN will provide tools for handling difficult conversations, rebuilding trust and managing workplace conflict. Register here.
• 3:00 p.m. | Sales and Marketing | N259 | Smarter Marketing for Automotive Brands: Storytelling, Strategy and the Power of AI will explore how brands can combine storytelling, creator partnerships, owned media and AI tools to stay visible and trusted. Register here.

Thursday, November 5 (all times PT)

• 9:00 a.m. | Small-Business Strategy | N253 | You Can Hire a Manager, But You Can't Hire an Owner will help business owners determine what to delegate, strengthen accountability and free up time for higher-level responsibilities. Register here.
• 9:00 a.m. | Off-Road Business Association | N257 | Driving Change: Women Shaping the Future of Off-Road will feature industry leaders discussing leadership, mentorship, innovation and opportunities across the off-road industry.
• 9:00 a.m. | Sales and Marketing | N259 | Meta 2026: Algorithms, AI and Alignment will explain how Facebook and Instagram algorithms work and how businesses can use AI and more intentional content strategies to improve visibility. Register here.
• 11:00 a.m. | Vehicle Technology | N237 | ETTN Lunch and Learn: Which Method of Boost Is Best for Street Cars? will compare turbochargers, centrifugal superchargers and positive-displacement superchargers across street, racing and emissions-compliant applications. Register here.
• 11:00 a.m. | Small-Business Strategy | N253 | Build It, Scale It, Capitalize It: The Operator's Roadmap will explore strategies for building scalable, acquisition-ready businesses and navigating capital and investment options. Register here.
• 11:00 a.m. | Emerging and Executive Leadership | N255 | Leadership in the Era of AI: How Great Leaders Keep the Human Edge, Presented by Dale Carnegie will examine how leaders can use AI while maintaining trust, communication and engagement. Register here.
• 11:00 a.m. | Vehicle Technology | N257 | Charge Forward: EV and Electrified Systems, Components and Integration will cover battery systems, charging, power electronics and EV conversion opportunities. Register here.
• 11:00 a.m. | Sales and Marketing | N259 | Stop Overdoing Your Online Marketing will help small businesses focus their social-media efforts on realistic, measurable strategies that support business goals. Register here.
• 1:00 p.m. | Small-Business Strategy | N253 | Inventory Management Strategies to Increase Revenue will show business owners how to identify stagnant inventory, turn dead stock into cash and reinvest in products that sell. Register here.
• 1:00 p.m. | Sales and Marketing | N255 | The Aftermarket Blind Spot: Why Your Next Generation of Customers Can't Find You will examine changing buying habits and practical ways businesses can improve their visibility among future customers. Register here.
• 1:00 p.m. | Vehicle Technology | N257 | ADAS Unlocked: Ensuring ADAS Performance on Modified Vehicles will cover practical approaches to evaluating, diagnosing, calibrating and validating ADAS-equipped modified vehicles. Register here.
• 1:00 p.m. | Small-Business Strategy | N259 | Strategies to Grow Your Business will provide practical strategies and resources for overcoming growth challenges, expanding operations and building a sustainable business. Register here.
• 3:00 p.m. | Talent Management | N253 | Challenge to Champion: Building a Resilient Workforce will cover culture, organizational structure, hiring, training and accountability strategies for building stronger teams. Register here.
• 3:00 p.m. | Legislative and Regulatory | N255 | Certifying Complex Systems: ADAS, Sound, Emissions, and Beyond will explain how SEMA Certified can help manufacturers navigate compliance, testing and regulatory risk. Register here.
• 3:00 p.m. | Inside the Shop | N257 | Personalization Drives the Market: Why Restylers Matter More Than Ever, Powered by PRO will explore how vehicle personalization is influencing consumer demand and market growth. Register here.
• 3:00 p.m. | Sales and Marketing | N259 | If You're Not Using AI in YOUR Business, You're Already Behind! will examine how aftermarket professionals are using AI for content, marketing, research and customer discovery while maintaining human expertise and authenticity. Register here.

Reserve Your SEMA Show Education Sessions Today

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

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

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

The 2026 SEMA Show is set for November 3-6, in Las Vegas. Interested exhibitors can buy a booth and learn more at semashow.com/exhibitor. Attendee and buyer registration is now open online. For more information, visit semashow.com.

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

By SEMA News Editors

With thousands of exhibitors, products and Show features to explore, a little planning can go a long way at the 2026 SEMA Show, November 3–6, in Las Vegas. The interactive floorplan and website available at semashow.com/floorplan gives attendees the tools to find the exhibitors they want to visit and build a plan before they arrive.

Explore the 2026 SEMA Show Floor

Start by exploring the interactive floorplan and exhibitor directory to get familiar with the layout and find exhibitors that match your interests or business needs. The interactive format allows you to search and browse the Show in several ways, including:

• Exhibitor name: Looking for a specific company? Search by name to quickly locate its booth.
• State, province or country: Browse exhibitors by geographic location to identify companies from a particular market or region.
• Product category: Find exhibitors based on the types of products and services they offer.
• Show section: Explore specific sections of the Show floor to focus your time on areas that are most relevant to you.
• Hall: Browse individual halls to get a better sense of where exhibitors and Show features are located.

Build Your Personal SEMA Show Game Plan

Once you find exhibitors and other destinations you want to visit, MyPlanner can help organize them into a personalized itinerary.

Add exhibitors and other Show stops to your planner so you can keep track of where you want to go each day. You can also export your schedule before the Show, making it easier to keep your SEMA Show plans alongside your regular calendar.

Discover Spotlight SEMA Show Exhibitors for 2026

Our platform also features Spotlight Exhibitors, giving attendees another way to discover companies to add to their Show itinerary.

Whether you're searching for a particular supplier, looking for new products or simply identifying companies you may not have encountered before, the interactive platform can help expand your list of must-visit exhibitors.

Start Planning Your SEMA Show Now

The SEMA Show moves quickly, and there's plenty to see across the Las Vegas Convention Center. Spending some time preparing for the SEMA Show today can help attendees arrive with a plan while leaving room to discover something unexpected. 

For even more information to help plan your SEMA Show experience, click "Show Website" to visit SEMAShow.com for hotel accommodations, travel discounts, education sessions, events and more.

Explore the 2026 SEMA Show floorplan and start building your MyPlanner itinerary today.

The 2026 SEMA Show is set for November 3-6, in Las Vegas. Interested exhibitors can buy a booth and learn more at semashow.com/exhibitor. Attendee and buyer registration is open online. For more information, visit semashow.com, 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 Ashley Reyes

The SEMA Professional Restylers Organization (PRO) has announced the six automotive restyling shops that will compete in its PRO Cup Challenge at the 2026 SEMA Show, November 3-6, in Las Vegas. The finalists are Auto Sunroof and Leather (Warwick, New York); Automotive Concepts (New Hope, Minnesota); Crush Customs (Marietta, Georgia); DPS Automotive (Arlington Heights, Illinois); Pickup Outfitters of Waco (Waco, Texas); and Restylers Aftermarket Specialist (Fort Walton Beach, Florida).

Now in its seventh year, the PRO Cup Challenge spotlights the creativity, innovation and passion of the restyling industry by giving builders a platform to showcase their skills on the aftermarket's biggest stage. Unlike build competitions that focus on designing one-off concepts, the PRO Cup Challenge focuses on designing vehicle accessory packages that can be easily replicated with real-world constraints on time and budget. Criteria include:

• Deliver a dealership-ready build with an accessory package that takes less than 50 hours to install and costs no more than $14,500.
• The build must be marketable, creative, easy to replicate and profitable.

"The PRO Cup Challenge combines creativity with functionality to offer dealerships customized vehicles that they can sell, that consumers will love, and the aftermarket can capitalize on," said PRO Chair Kevin Gillis. "At the same time, it gives competitors an opportunity to boost brand awareness, showcase their skills, and participate in networking opportunities and partnerships that can take their business to the next level."  

Among this year's finalists is Automotive Concepts, which won the 2025 PRO Cup Challenge for its customized '25 Ford F‑150 SuperCrew. The Ford F-150 featured golden anniversary graphics celebrating 50 years of the iconic model, as well as a distinctive "Black Label 5.0" theme that paid homage to the 5.0 Coyote engine under the hood.

PRO Cup Challenge builds reflect the growing demand for vehicle personalization highlighted in the "2026 SEMA Market Report," which identified exterior restyling as a segment with major growth, exceeding $6 billion in annual consumer spending. This reinforces a sustained consumer demand for vehicle personalization through products such as grilles, body upgrades, wraps, graphics, lighting, running boards, exterior trim and other appearance enhancements.

A panel of 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. Winners will be announced at the PRO Happy Hour on Wednesday, November 4, from 4:00 p.m.-5:00 p.m. in West Hall Booth #50237.

Call for Products

As part of the PRO Cup Challenge, manufacturers are invited to donate parts or offer parts at a discounted price to PRO Cup Challenge finalists to be highlighted on their build.   

Learn more about donating products here.

For more information on the PRO Cup Challenge, visit www.semapcc.com.

By Ashley Reyes

The SEMA Automotive Restoration Market Organization (ARMO) has named Turn Key Collector Car Insurance (TKI) as the council's newest spotlight member. Get to know the company’s story in the SEMA News interview with Turn Key Collector Car Insurance director of marketing/partner Al Liebmann below.  

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

Al Liebmann: TKI was founded by me and two other partners who have spent their lives in the collector car market and insurance business with more than 85 years’ experience. From day one our goal was simple: to provide collector car owners, restoration shops and automotive businesses with knowledgeable service and the right insurance coverage. TKI is more than a policy, it's our partnership built on trust, experience and a shared passion for collector cars.

SN: What was your breakthrough moment?  

AL: Our breakthrough moment came when restoration shops and builders began referring their clients to TKI. We realized there was a need for more than just collector car insurance, and shops wanted a trusted partner who could help protect their customers' projects from the beginning of the build through completion.

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

AL: Our business is growing by leaps and bounds within the collector car community. In just over 24 months, TKI has grown to serve more than 1,500 clients across 47 states as a Grundy Insurance Premier Top 3 Partner.

Our presence within the restoration and custom automotive industry continues to expand as we partner with some of the nation's leading restoration shops, custom builders and high-profile collector car builds. As our network grows, so does our commitment to providing specialized insurance solutions for enthusiasts, builders and automotive businesses from project start to completion.

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

AL: Follow your passion and stay humble. The restoration market is about more than cars, it's about people, relationships and preserving automotive history. Work hard, listen more than you talk and don't be afraid to ask questions. The people around you have a lifetime of knowledge, and if you're willing to learn, they'll help you succeed.

Fill out an ARMO-member spotlight form to highlight how your company is contributing to the specialty-equipment industry. Selected candidates will be featured on ARMO's social media, SEMA News and future ARMO-member updates. 

By Ashley Reyes

The Automotive Restoration Market Organization (ARMO) is hosting a webinar to help automotive restoration professionals learn how video content can help their business stand out, build trust and increase sales in today's marketplace.

"ARMO General Membership Meeting and Panel Discussion: Gears and Growth––Building Trust and Finding Customers on Social Media" will take place on Thursday, October 15, at 10:00 a.m. PDT/1:00 p.m. EDT.

During the general membership meeting, select committee leaders will share brief updates on ARMO's initiatives and member resources. The event will then transition into a panel discussion moderated by Joanna Agosta Shere, president at Steele Rubber Products, and featuring panelists Barry Alt, founder and digital marketing strategist at Motor Head Digital; Jason Chandler, marketing director at Auto Metal Direct; and Tony D'Antonio, CEO and founder at D'Antonio Automotive.

During this session, attendees will learn how busy automotive businesses can use simple, authentic behind-the-scenes video to prove their quality and secure direct-to-consumer sales. Panelists will also discuss how shops can turn the work they are already doing in the garage into an effective sales and community-building tool without requiring a large production budget.

Whether you're looking to increase visibility, build customer confidence or create more engaging video content through authentic storytelling, this session will provide practical strategies you can implement immediately.

ARMO membership is open to SEMA member companies serving the automotive restoration market, including manufacturers, distributors, retailers, restorers and car clubs. To learn more or to join, visit www.sema.org/armo.

By SEMA News Editors

National tool retailer Northern Tool and Equipment announced the launch of a school-year project challenging a group of 14 career and technical education (CTE) students from Flandreau Indian School in South Dakota to transform a hard-working '76 Ford F-350 utility truck into "America's Ultimate Trades Toolbox."

A Build of Firsts

Build IV marks several firsts for the Northern Tool Build program. It is the first build hosted at a tribal school, and for the first time, half of the student build team is female.

Throughout the school year, students will take on the transformation of the '76 Ford F-350––gaining hands-on experience in welding, fabrication, automotive repair, paint and bodywork, design and more as they work alongside industry professionals.

The truck's six utility compartments and bed will become "America's Ultimate Trades Toolbox," with each showcasing tools, craftsmanship and career pathways representing the skilled trades that have helped build America for generations––and will continue building its future.

Students have until May 5 to complete the build before its first reveal near Flandreau later that month. Then, in November, their work heads to Las Vegas for the national stage as a featured vehicle at the 2027 SEMA Show.

"We are grateful to be approached by a company that wants to invest in our school and growing CTE program without asking for anything in return," said Everall Fox, superintendent of Flandreau Indian School. "No endorsement of products; it's just about the kids and creating a better future for them."

The Mentors

Students will work alongside build mentor Keaton Lee, a renowned custom painter and builder.

"This is going to be an amazing experience for the students," said Lee. "I'm excited to get to work with this group and provide them with knowledge that will change their lives."

The team at Einspahr Ford in Brookings, South Dakota, has also joined the build. Its trained Ford technicians and experts will work alongside students throughout the project, helping them understand the truck, diagnose problems and gain exposure to professional automotive work. Einspahr will also help provide students interested in automotive careers with potential pathways beyond the build, including opportunities to further explore the industry.

The Partners

For Northern Tool and Equipment, Build IV is about bringing together companies and industry experts who share a commitment to the future of the skilled trades––and putting their tools, knowledge and connections directly in students' hands.

"No one company can solve the skilled trades gap alone, but together we can give young people a much clearer view of the incredible opportunities waiting for them," said Frank Crowson, chief commercial officer, Northern Tool and Equipment. "We're proud to bring together some of the best brands and people in the industry for Build IV––not to build this for the students, but to give them the tools, expertise and opportunity to build it themselves."

As part of the project, Northern Tool and Equipment is partnering with DEWALT to equip the shop with thousands of dollars' worth of professional-grade tools that will impact students for years to come.

"The future of the skilled trades depends on giving young people the tools, experiences and exposure to see what's possible," said J. Brooke Roberts, president of Farm & Hardware DEWALT. "Build IV does exactly that. We're proud to put professional-grade DEWALT tools in these students' hands––tools that deliver end-to-end solutions, safety with the highest performance and increased productivity on the jobsite––while connecting them with industry expertise and providing an experience that could help shape their future."

Additionally, House of Kolor will help reopen the school's shuttered paint booth and provide paint for the build.

"We're honored to support students learning the trades through Northern Tool and Equipment's project transforming this vehicle," said Tony D'Acquisto, vice president of marketing for Sherwin-Williams. "We're celebrating the 70th anniversary of House of Kolor this year, and we've talked a lot about the brand's legacy in custom color. I can think of no better way to honor and continue that legacy than by inspiring the next generation of auto enthusiasts and painters."

The Grand Finale

After its May 2027 reveal, the finished '76 Ford F-350 will head to Las Vegas for a massive national spotlight at the 2027 SEMA Show, one of the world's premier automotive aftermarket events, where it will be displayed as a featured vehicle.

"This student build is proof that the future of the automotive aftermarket and trades is in good hands. I'm proud to showcase what these students will build, and I'm excited for the industry to see their talent at the 2027 SEMA Show," said SEMA Recognition Program Manager Joe Escobar.

Follow the Build

The public can watch students tackle Build IV through monthly updates on Northern Tool's YouTube channel. The series will be hosted by Jesse James Dupree, lead singer of Jackyl, entrepreneur and trades enthusiast. Progress will also be shared throughout the school year on Northern Tool's Facebook, Instagram and TikTok channels.

Build IV is the fourth student build organized by Northern Tool and Equipment. For the second consecutive year, the students' journey will also become a television series on RACER Network. Build IV will be documented as an eight-episode series premiering in October 2027.

For more information, visit NorthernTool.com.

By SEMA News Editors

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

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

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

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

How to Reserve Your Spot 

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

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

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

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

By SEMA News Editors

The 2026 SEMA Show––November 3-6, Las Vegas––is accelerating toward another landmark year, with strong exhibitor demand reflected in the floorplan and significant growth across high-interest categories, including mobile electronics. For attendees focused on automotive gadgets, connected car tech and premium audio, this year's Show promises a dynamic view into the future of in-vehicle innovation.

More than 100 brands will exhibit in the SEMA Show's dedicated Mobile Electronics section, highlighting the continued evolution of connected driving experiences. Attendees will find a comprehensive range of cutting-edge technologies, including advanced car audio systems, infotainment platforms, radar detectors, dash cameras, driver assistance tools and integrated vehicle electronics.

The section's strength reflects a thriving market. According to the recently released SEMA Market Report, the U.S. automotive mobile electronics aftermarket has grown into a $3.36 billion market, underscoring consumers' continued demand for technology that enhances connectivity, convenience, entertainment, and safety. The report also highlights that audio systems, security products, smartphone integration technologies, and driver-assist systems are among the industry's most important and rapidly evolving technology-focused segments.

The category is also being driven by younger consumers. The SEMA Market Report found that most mobile electronics segments see 55%-67% of spending coming from buyers under age 40, demonstrating the strong appeal of connected and technology-enabled vehicle upgrades among younger enthusiasts.

The category's strength is reinforced by the ongoing presence of industry mainstays. Leading brands such as BlackVue, Blaupunkt, Cobra Electronics, Kicker, Metra Electronics, Rockford Fosgate and Stinger, which have exhibited at the SEMA Show for decades, continue to anchor the space while introducing next-generation products that blend performance, connectivity and design.

"The mobile electronics category is one of the most exciting areas of growth at the SEMA Show," said SEMA Vice President of Events Tom Gattuso. "From immersive audio and intelligent infotainment to safety-focused technologies like radar detection and dash cameras, this is where drivers experience innovation firsthand. The presence of long-standing brands alongside emerging companies underscores the strength, heritage, and forward momentum of this industry segment."

Overall, exhibitor commitments for the 2026 SEMA Show have already exceeded 1 million net sq. ft. of indoor exhibit space, with more than 2,000 brands preparing to connect with a global audience November 3-6 in Las Vegas. The Show remains one of the largest and most influential trade events in the U.S., reflecting strong investment and innovation across the automotive aftermarket.

In addition to mobile electronics, the 2026 SEMA Show will feature broad participation across performance, off-road, powersports, restyling, tools and emerging technology sectors. Major OEMs, including Toyota, Ford, Honda, Mitsubishi, Nissan and Stellantis, will also return, further reinforcing the intersection of factory-backed innovation and aftermarket creativity.

Attendees can also explore returning features such as the New Products Showcase, Battle of the Builders and FutureTech Studio, offering a deeper look at the trends shaping tomorrow's vehicles, many of which are powered by advances in vehicle electronics and user experience.

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

To learn more or register, visit www.semashow.com.

By SEMA News Editors

The 2026 SEMA Show is accelerating excitement with the announcement that Harley-Davidson, one of the most iconic and influential brands in motorcycling, will join the Show's expanded Powersports, SxS & Lifestyle section. The addition of Harley-Davidson highlights the growing significance of powersports within the aftermarket industry and brings one of the world's most recognized motorcycle manufacturers to the SEMA Show.

Harley-Davidson joins a growing roster of exhibitors that includes Kawasaki Motors, Kymco, Mahindra, Massimo Motor and Showa Performance, signaling strong industry support for the expanded section. Created to connect manufacturers, buyers, builders, retailers, distributors and other industry professionals across the powersports market, the section will showcase the latest innovations in performance parts, accessories, customization and related technologies. Placing the Powersports section adjacent to the Trucks, SUVs & Off-Road section reflects the strong crossover between the two markets, making it easier for businesses serving both segments to discover new products, connect with suppliers and identify emerging trends.

"The addition of Harley-Davidson brings an iconic name and a passionate enthusiast base to the SEMA Show's Powersports section," said SEMA Vice President of Events Tom Gattuso. "Harley-Davidson has helped shape motorcycle culture for generations, and its participation reinforces the strong connection between powersports and the automotive aftermarket. We're seeing tremendous interest from leading brands, and this section will give attendees a front-row seat to the innovations shaping the future of powersports."

Attendees will be able to explore the latest in powersports vehicles, side-by-side platforms, suspension systems, performance upgrades, accessories and lifestyle products, along with emerging technologies designed to enhance durability, capability and rider experience. The section continues to grow rapidly, offering a comprehensive look at innovations driving both recreational and utility-focused segments.

The connection between powersports and automotive enthusiasts is reinforced by findings from the annual SEMA Market Report, which found that more than half (54%) of automotive accessorizers own at least one recreational vehicle or powersports product. The report also shows that automotive accessorizers are more likely than non-accessorizers to own recreational equipment that commonly drives towing, hauling, and utility accessory purchases, including ATVs, UTVs, motorcycles, RVs, trailers and other outdoor recreation vehicles.

According to the report, powersports owners are heavily represented among automotive accessorizers, with significant ownership rates for products such as ATVs (15%), UTVs/side-by-sides (8%), off-road motorcycles (8%) and on-road/dual-purpose motorcycles (7%). This substantial overlap highlights the natural crossover between the automotive aftermarket and powersports markets, creating opportunities for brands that serve both enthusiast communities.

Overall, exhibitor commitments for the 2026 SEMA Show have already surpassed 1 million net square feet, 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 across the aftermarket.

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

Attendees can also experience signature features such as the New Products Showcase, Battle of the Builders, which now includes the Bike Builder Shootout and FutureTech Studio, all offering insight into the trends and technologies influencing the next generation of vehicles, on-road and off.

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.

To learn more or register, visit www.semashow.com. 

By SEMA News Editors

Think your 2026 SEMA Show build has what it takes to stand among the industry's best? Submit it for the 2026 SEMA Battle of the Builders Presented by Mothers High Performance Car Care and put your craftsmanship, creativity and innovation in the spotlight at the SEMA Show. The industry's most prestigious builder competition is officially open for 2026, and builders across the automotive and motorcycle worlds are invited to enter now. If your vehicle has a confirmed spot on the 2026 SEMA Show floor––as either a booth vehicle or through the Feature Vehicle Display program––now is the time to throw your hat in the ring at semabotb.com.

Now in its 13th year, the SEMA Battle of the Builders Presented by Mothers High Performance Car Care has become the ultimate proving ground for custom vehicle builders exhibiting at the SEMA Show. For 2026, the competition is expanding beyond four wheels with the debut of the SEMA Battle of the Builders: Bike Builder Shootout, creating a new opportunity for custom motorcycle builders to earn industry recognition on one of the biggest stages in automotive culture. Entries will be evaluated separately by motorcycle industry judges based on craftsmanship, design innovation and overall execution, with entries advancing through the competition until one builder is ultimately named the overall Bike Builder champion. 

The Bike Builder Shootout joins the program's four core automotive competition classes: Hot Rod & Hot Rod Truck; 4 Wheel Drive & Off-Road; Sport Compact, Import Performance, Luxury & Exotic; and BFGoodrich Young Guns. As in years past, winners from these four classes will advance through the competition, with one ultimately named overall Battle of the Builders champion.

Supporting the Next Generation of Builders With the BFGoodrich Young Guns

Builders age 29 and younger can enter the BFGoodrich Young Guns category, which continues to provide emerging talent with increased visibility and opportunities to compete alongside some of the industry's most respected names.

Eligible Young Guns entrants may also be selected to participate in virtual Golden Ticket competitions throughout the summer. Winners receive prize packages that can include vehicle transportation to Las Vegas, hotel accommodations and travel assistance (keep an eye on SEMA News for additional details in the coming weeks).

If you have already secured a spot on the 2026 SEMA Show floor for your build, you can enter now at semabotb.com.

Enter the 2026 SEMA Battle of the Builders Presented by Mothers High Performance Car Care today.

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.   

Note: Battle of the Builders submissions must have secured placement on the SEMA Show floor prior to entry. Applying for the Battle of the Builders does not grant your vehicle a spot at the 2026 SEMA Show. You must be able to provide feature or booth vehicle confirmation by October 16, 2026.