By SEMA News Editors

 

The SEMA Show, November 3-6 in Las Vegas, is more than the industry's largest gathering of automotive professionals, builders and enthusiasts. It's also part of a broader effort to protect the businesses, careers and freedoms that keep the automotive aftermarket moving. Register for the 2026 SEMA Show here and watch the video above for a closer look at how SEMA's advocacy efforts help protect what drives the automotive aftermarket.

 

The 2026 SEMA Show opens on Election Day, November 3. SEMA's Drive the Vote campaign encourages attendees to make a plan to vote before traveling to Las Vegas. Visit sema.org/vote for more information.

The freedom to build, modify and enjoy vehicles doesn't happen by accident. SEMA's Government Affairs team works every day in Washington, D.C., and across the states to protect the automotive aftermarket from regulations that could threaten businesses, builds and the industry as a whole.

From emissions standards and vehicle modification rights to land access and the future of aftermarket businesses, SEMA is fighting for the issues that matter to the industry.

Attendance at the SEMA Show helps power these efforts while bringing the aftermarket community together in one place.

Registration is open online with attendee badges currently priced at $100. Register for the 2026 SEMA Show here.

By registering for the 2026 SEMA Show, attendees aren't just planning four days of products, vehicles, education and networking in Las Vegas. They're helping support the work that protects the future of the automotive aftermarket.

U.S.-based SEMA Show attendees: Register by Friday, October 9, to meet the badge mailing deadline. After that date, attendees should plan to pick up their badges on-site in Las Vegas.

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

Tickets are also available for SEMA Fest, the celebration of car culture and music on Friday, November 6, on the SEMA Show campus. Secure tickets or learn more at semafest.com.  

Employers and voters can visit sema.org/vote to access resources for registering and voting this November, and to educate your people on the issues facing the automotive aftermarket industry.

By Ashley Reyes

 

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

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

Automotive Restoration Market Organization (ARMO)

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

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

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

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

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

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

RSVP here.
 

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

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

RSVP here.  
 

Emerging Trends & Technology Network (ETTN)

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

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

RSVP here.
 

Future Leaders Network (FLN)

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

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

RSVP here.
 

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

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

RSVP here.
 

Hot Rod Industry Alliance (HRIA)

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

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

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

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

RSVP here.
 

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

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

RSVP here.
 

Professional Restylers Organization (PRO)

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

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

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

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

RSVP here.
 

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

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

RSVP here.
 

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

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

RSVP here.
 

SEMA Businesswomen's Network (SBN)

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

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

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

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

RSVP here.
 

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

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

RSVP here.
 

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

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

RSVP here.
 

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

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

RSVP here.
 

Truck & Off-Road Alliance (TORA)

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

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

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

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

RSVP here.
 

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

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

RSVP here.
 

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

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

RSVP here.
 

Wheel, Tire, Suspension & Brake Council (WTSBC)

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

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

RSVP here.
 

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

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

RSVP here.
 

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

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

RSVP here.
 

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The 2026 SEMA Show opens on Election Day, November 3. SEMA's Drive the Vote campaign encourages attendees to make a plan to vote before traveling to Las Vegas. Visit sema.org/vote for more information.

For information about the 2026 SEMA Show or to register, visit semashow.com.

By SEMA News Editors

 

The Vehicle Reveal Schedule for the 2026 SEMA Show––November 3-6 in Las Vegas––is now available, featuring an action-packed lineup of jaw-dropping builds, custom creations, OEM debuts and first-look vehicle unveilings from across the automotive aftermarket. 

From high-horsepower performance machines to innovative conversions and one-of-a-kind custom projects, the vehicle reveals showcase the creativity, craftsmanship and engineering that define the SEMA Show experience. Attendees will be among the first to see the industry's most anticipated builds as they make their public debut on the world's biggest automotive stage. 

Whether you're looking for the next trend, the latest inspiration or simply want to experience the excitement of a live reveal, these vehicle unveilings deliver can't-miss moments throughout Show week. 

Qualified attendees are encouraged to register now and secure their badges in advance. For more information, visit SEMAshow.com. 

Official 2026 SEMA Show Vehicle Reveal Schedule  

(As of October 20, 2026; all times PST; subject to change) 

Tuesday, November 3 

• 9:00 a.m.-9:20 a.m.––RDMBUILDS: MISTRESS (Booth #20044) 
• 9:00 a.m.-9:20 a.m.––RDMBUILDS: 1 of 4 IN THE WORLD (Booth #20044) 
• 9:00 a.m.-9:20 a.m.––Speedmaster: CAL Automotive Creations Debut (Booth #22351) 
• 9:15 a.m.-9:35 a.m.––WD-40: '06 Lamborghini Murcielago (Booth #24493) 
• 9:30 a.m.-10:50 a.m.––Hushmat and Zycoat: '65 Dodge A100 (Booth #23095)
• 10:00 a.m.-10:20 a.m.––Mobile Environmental Solutions, LLC: '96 Chevrolet Tahoe (Booth #35217) 
• 10:00 a.m.-10:20 a.m.––Dapper Lighting: Forged in Carbon: Carbon R + Ronin Debut (Booth #23791) 
• 10:15 a.m.-10:35 a.m.––Dapper Lighting: Born in Darkness: Onyx + Black Widow Debut (Booth #23791) 
• 10:00 a.m.-10:20 a.m.––Dynamat: '67 Chevrolet Corvette (Booth #22689)  
• 10:30 a.m.-10:50 a.m.––Terrain Tamer 4WD: Steve Irwin's Landcruiser (Booth #61021) 
• 10:30 a.m.-10:50 a.m.––HayesX: HayesX Unveils HayesX-250 Flying Vehicle at SE (Booth #24655) 
• 10:30 a.m.-10:50 a.m.––SPAL USA: '78 Mercedes SEL Euromod (Booth #22315)
• 10:30 a.m.-10:50 a.m.––PWR Advanced Cooling Technology: '71 Cassar Performance & Design Chevrolet C10 SS/R (Booth #23651)  
• 10:30 a.m.-10:50 a.m.––Ringbrothers: '65 Pontiac GTO Reveal (Booth #23889) 
• 11:00 a.m.-11:20 a.m.––Dynamat: '36 Ford Roadster (Booth #22689) 
• 11:00 a.m.-11:20 a.m.––Jay Leno's Garage: Rumblebee x Jay Leno (Booth #10030) 
• 11:00 a.m.-11:20 a.m.––Elevation Off Grid: '26 Ford F-450 (Booth #58085) 
• 11:00 a.m.-11:20 a.m.––KnightDrive TV: 1930's Art Deco Restomod Reveal (Booth #23487) 
• 11:30 a.m.-11:50 a.m.––Meguiar's: '56 Ford F150 (Booth #22357) 
• 11:30 a.m.-11:50 a.m.––Meguiar's: '13 Aston Martin Vantage GT3 (Booth #22357) 
• 11:30 a.m.-11:50 a.m.––TMI Products: '55 Chevrolet Bel Air (Booth #24477) 
• 12:30 p.m.-12:50 p.m.––BluePrint Engines: BluePrint Debuts '55 Bel Air w/ CAL Auto Creations (Booth #23243) 
• 1:00 p.m.-1:20 p.m.––FiTech Fuel Injection: FiTech Fuel Injection Vehicle Reveal (Booth #22793)
• 2:00 p.m.-2:20 p.m.––Dynamat: '68 Pontiac Bonneville (Booth #22689) 
• 2:30 p.m.-2:50 p.m.––Granatelli Motor Sports: Granatelli Motor Sports to Unveil His and Hers '73 Chevrolet Trucks (Booth #24717) 

 

 Wednesday, November 4                 

• 11:00 a.m.-11:20 a.m.––EMPI: 70th Anniversary Super Beetle Road Racer (Booth #23343) 
• 11:00 a.m.-11:20 a.m.––Scoggin Dickey Parts Center: The Ultimate '62 Bel Air (Booth #22861) 
• 2:30 p.m.-2:50 p.m.––Martech Corporation: Unveiling the El Loco Murcielago Kustom Batmobile (Booth #37139) 

 

Thursday, November 5

• 4:00 p.m.-4:20 p.m.––Luxury Classic: '68 Ford Mustang (Booth #94011) 

 

The 2026 SEMA Show opens on Election Day, November 3. SEMA's Drive the Vote campaign encourages attendees to make a plan to vote before traveling to Las Vegas. Visit sema.org/vote for more information.

For information about the 2026 SEMA Show or to register, visit semashow.com.

By SEMA News Editors

 

 

The countdown to SEMA Fest is officially on, with just weeks until one of the biggest celebrations of music and car culture in Las Vegas on Friday, November 6. 

From incredible builds and automotive attractions to live entertainment and plenty of opportunities to connect with fellow enthusiasts, there’s a lot to look forward to––and now is the time to secure your tickets and start planning your experience.

The SEMA Fest schedule is here, making it easier to plan an action-packed Friday, November 6. Check out the full schedule below, then secure tickets before prices increase. 

For an at-a-glance look at the SEMA Fest lineup, check out the schedule graphic at the end of the article. It's an easy way to see when each performance and attraction takes the stage.

Following a day of exploring on the SEMA Show floor on Friday, November 6, the doors to SEMA Fest open at 3:00 p.m. PST. Enjoy the atmosphere and check out the rare supercars and hypercars from Supercar Saturdays Florida before the high-energy Globe of Death begins its world-famous stunt show from 3:30 p.m.-3:50 p.m. PST.

 

 

Then, from 4:00 p.m.-4:40 p.m. PST, The Alive opens the music lineup with a fresh California rock sound rooted in surf, skate and hard-driving live performance. The band cites influences including Black Sabbath, Nirvana, Rush and Queens of the Stone Age, making them a fitting addition to a lineup built on energy, edge and attitude. 

Heart-pumping, tire-flinging drifting demonstrations will then take place in the Optima Unleashed area from 4:45 p.m.-5:00 p.m. PST.

 

From 5:10 p.m.-6:10 p.m. PST, 311 brings its unmistakable blend of rock, reggae, funk and hip-hop influences to the main stage. The band has released 14 studio albums, sold more than 10 million records in the United States and remains known for crowd favorites such as "Down," "Amber" and "All Mixed Up." 

The action continues with fresh demonstrations from Optima Unleashed at 6:10 p.m.-6:30 p.m. PST followed by another round of death-defying stunts from the Globe of Death from 6:30 p.m.-6:50 p.m. PST.

From 6:50 p.m.-8:00 p.m. PST, Jimmy Eat World adds its signature anthemic alternative-rock sound to the lineup. The band broke through globally with "The Middle," which reached no. 1 on Billboard's Modern Rock Tracks chart and became one of the defining rock songs of the early '00s.  

Following another round of Optima Unleashed (8:05 p.m.-8:20 p.m. PST) and the Globe of Death (8:20 p.m.-8:35 p.m. PST), the headliners take to the SEMA Fest stage from 8:40 p.m.-9:55 p.m. PST. Multi-platinum punk-rock icons The Offspring bring decades of Southern California punk-rock energy to SEMA Fest. Formed in Garden Grove in 1984, the band is known for their generation-defining hits such as "Self Esteem," "Come Out and Play," "The Kids Aren't Alright" and "Pretty Fly (For a White Guy)." Widely credited with helping revive mainstream interest in punk rock during the '90s, The Offspring has sold more than 45 million records worldwide.  

Tickets are still available and payment plans remain available. Non-industry members can also make it a full-day adventure with the "SEMA Show Friday–Open to the Public" ticket at semafest.com. 

For the latest updates, follow @SEMAFestOfficial on social media or visit semafest.com. 

Save the schedule for easy reference as SEMA Fest approaches. The graphic below shows when each act, demonstration and attraction is scheduled to take the stage:

 

By SEMA News Editors

 

SEMA Live presented by AutoZone will deliver 32 hours of livestreamed coverage from the 2026 SEMA Show, giving automotive professionals and enthusiasts worldwide access to new products, vehicle reveals, industry leaders and live demonstrations from the Las Vegas Convention Center November 3-6.

Streaming on the SEMA Show's YouTube and Facebook channels, SEMA Live will take viewers across the Show campus for new-product introductions, vehicle reveals, interviews with industry leaders and builders, emerging trends and live demonstrations showcasing the creativity and ingenuity of the automotive aftermarket.

"The SEMA Show is where the automotive aftermarket comes together to discover what's next, build meaningful relationships and create new opportunities for growth," said SEMA Vice President of Events Tom Gattuso. "SEMA Live extends that experience to a global audience, connecting viewers with the people, products and ideas moving the industry forward."

Hosted by Chris Jacobs, with reports from JC Fernandez and Christy Lee, SEMA Live will take viewers throughout the Show floor and outdoor activation areas. Featured programming will include:

• New products and vehicle reveals: First looks at new products, technologies and custom vehicles from major manufacturers, including Ford, Harley-Davidson, Honda Racing Corporation, Mitsubishi, Mopar/Stellantis, Nissan and Toyota.
• Industry voices: Conversations with business leaders, builders and personalities shaping the automotive aftermarket, car culture and motorsports. Scheduled guests include Harley-Davidson CEO Artie Starrs; In-N-Out President Lynsi Snyder; builders Chip Foose and Dave Kindig; and automotive and motorsports icons Jay Leno and Mario Andretti.
• SEMA Battle of the Builders Presented by Mothers High Performance Car Care: Coverage of the competition and the craftsmanship behind its standout vehicles.
• Expanded Powersport, Side-by-Side and Lifestyle Area: Dedicated coverage of the expanded Show section, including the vehicles, products, trends and experiences driving the powersports and side-by-side markets.
• Live demonstrations: Action from the Show's outdoor activations and performance areas.
• SEMA Cruise: Coverage of vehicles departing the Las Vegas Convention Center on Friday, November 6.

"Viewers will get more than Show-floor highlights," said SEMA Trade Show Director Andy Tompkins. "SEMA Live will take them inside new-product and vehicle debuts, connect them with the builders and businesses creating the products and deliver live coverage of the demonstrations and experiences that make the SEMA Show unlike any other automotive event."

The 2026 SEMA Show will bring the global automotive aftermarket together November 3-6 for four days of product discovery, professional education, networking and business development. The Show will feature more than 2,000 participating brands across more than 1 million net sq. ft. of exhibit space.

SEMA Live will stream from 9:00 a.m.-5:00 p.m. PST each day, November 3-6. Viewers can watch on the SEMA YouTube and Facebook channels and follow SEMA's social channels for programming announcements and broadcast updates.

The 2026 SEMA Show opens on Election Day, November 3. SEMA's Drive the Vote campaign encourages attendees to make a plan to vote before traveling to Las Vegas. Visit sema.org/vote for more information.

For information about the 2026 SEMA Show or to register, visit semashow.com.

By Ashley Reyes

 

The SEMA Businesswomen's Network (SBN) has named Drea Coello, owner and racer director at Desert Racing Enthusiasts Association, Inc., as the network's newest #SheIsSEMA spotlight member.

Get to know Coello in her interview with SEMA News below. 

SEMA News: How long have you been in the industry?

Drea Coello: I have been involved in off-road racing for almost 17 years. What started as a single race became a passion and hobby and quickly became a huge part of my life. Three years ago, I took that passion one step further and started D.R.E.A. Racing, a platform where I could not only continue my love for racing but also give back and help grow the off-road community.

SN: What does your job entail?

DC: I plan, promote and organize the Annual Ladies Off Road Powder Puff Race for a Cure. From sponsorships and marketing to race logistics and creating the overall event experience, I am involved in every piece of making the race come together.

Right now, the Powder Puff Race is our main event and focuses on empowering women in off-road racing while raising awareness and support for breast and gynecological cancers. We are currently preparing for our 3rd Annual Powder Puff Race for a Cure and are excited to continue growing. Next year we plan to expand D.R.E.A. Racing by adding additional events and opportunities for racers.

SN: Being a woman in the industry, what have been your biggest challenges and accomplishments?

DC: One of my biggest challenges has been proving myself in a sport that has traditionally been male dominated. There have definitely been times where, as a woman, I felt I wasn't taken as seriously or had to work a little harder to earn respect.

Over the years, I have earned my racing stripes––not only behind the wheel but also as someone who can successfully organize and lead an event. I've learned that respect isn't something you ask for; it's something you earn through hard work, consistency and showing up.

One of my biggest accomplishments has been creating D.R.E.A. Racing and watching the Powder Puff Race grow into something much bigger than just a race. Seeing women come together, support each other, build confidence and race for a meaningful cause has been incredibly rewarding.

SN: What are three qualities that got you to where you are today? How have these qualities benefited you?

DC: Passion, motivation and determination.

Passion is what started everything. My love for off-road racing is what pushed me to get involved, learn and eventually create something of my own.

Motivation keeps me moving forward, especially when things become challenging. Planning an event takes a lot of time, energy and dedication, but knowing the impact we are making keeps me going.

Determination has helped me overcome obstacles, prove myself and continue growing. I believe if you truly want something, you have to be willing to put in the work and not give up when things get difficult.

SN: Who are your role models or mentors in the industry?

DC: I have been incredibly fortunate to have some amazing people in the off-road community who have supported me, believed in me and helped shape my journey.

The late Tommy Russell played a huge role in mentoring me and teaching me what goes into creating and running a successful race. His knowledge, guidance and belief in me helped give me the confidence to take on this journey. Tommy taught me lessons that I continue to carry forward, and I hope to honor his legacy by continuing to grow the sport and support the off-road community the way he always did.

Gail Lynn has truly been one of my biggest mentors and supporters. Before D.R.E.A. Racing was even created, Gail believed in my vision and encouraged me to take that leap and start my own race circuit. She has offered endless advice, shared ideas and has always been someone I can turn to for guidance.

As a racer herself back in the day, Gail is a true pioneer and advocate for women in off-road racing. She helped pave the way for women like me to have opportunities in this sport. Having someone with her experience believe in me has meant more than I can put into words. Her encouragement has pushed me forward, and I truly do not think I could have done this without her support.

Matt Helton has also been one of my biggest supporters and someone I greatly respect in the industry. As a mechanic, fabricator, racer and all-around off-road legend, Matt brings a level of experience and knowledge that is invaluable.

Matt always shows up for me––whether it is supporting D.R.E.A. Racing, serving as my technical director, or being someone I can trust for honest feedback. He encourages me, challenges me and genuinely wants to see me succeed. He doesn't just tell me what I want to hear; he gives me the advice I need to continue improving and growing.

Having someone with Matt's history and reputation in the sport stand behind me and champion what I am building is something I will never take for granted. It is pretty special to have a legend like him in my corner.

My biggest supporter outside and inside racing is my husband, Robert. He has been there through every idea, every challenge, every late night and every crazy dream I decide to chase. Whether I need encouragement, a reality check or someone standing beside me when things get tough, he is always there.

Having someone believe in you before everyone else does makes all the difference, and I would not be where I am today without his support.

SN: What is the best career advice you have received? 

DC: The best advice I have received is to not let fear or disappointment stop you from trying.

Not everything will always go exactly as planned, and sometimes the outcome may not be what you hoped for––but you will never regret taking the chance. You learn from every experience, good or bad.

That advice has helped me both personally and professionally because it reminds me to keep pushing forward, take risks and believe in what I am building.

SN: Have you always wanted to work in the automotive industry? What keeps you here? 

DC: No, I never imagined this is where life would take me. I didn't grow up thinking I would be part of the automotive or off-road industry, but once I found racing, I fell in love with it.

What keeps me here is the people, the community and the passion. Off-road racing is more than just vehicles and competition––it's friendships, family, teamwork and helping each other. Being able to combine my love for racing with making a difference for others is what keeps me inspired.

SN: What do you like to do outside of the industry?

DC: Outside of racing, I enjoy spending time with my husband Robert, traveling, planning events and creating memorable experiences with family and friends.

I love bringing people together, whether it is through racing, charity events or everyday life. I've always had a passion for creating something meaningful and leaving a positive impact wherever I can.

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

Sponsored by SAE International

 

SAE International's University Programs are connecting hands-on engineering education with the talent, technologies and opportunities shaping the mobility industry.

For anyone who has spent time in a garage, fabrication shop or motorsports paddock, there's something familiar about the work happening on college campuses across the country. Students are designing suspension systems, fabricating components and working within budgets and deadlines to make their vehicles faster, stronger or more reliable.

Through SAE International's Collegiate Design Series, university students design, build, test and compete with vehicles of their own creation, applying classroom learning while developing skills employers increasingly value. For the automotive aftermarket, performance and manufacturing industries, these programs represent a growing pipeline of engineers who already understand the satisfaction of making things work.

Where Engineering Meets the Real World

For more than 50 years, SAE International's Collegiate Design Series has brought students together to solve complex engineering challenges through competition.

In Baja SAE, teams design and build single-seat off-road vehicles capable of navigating demanding terrain, with durability and reliability put to the test in conditions that rarely offer second chances. Formula SAE challenges students to develop formula-style race cars, balancing performance with cost, efficiency, safety and reliability across both internal combustion and electric vehicle classes.

Beyond the vehicles themselves, students manage nearly every aspect of their projects, from budgets and sourcing to manufacturing, testing and defending design decisions to industry professionals.

The Collegiate Design Series also extends beyond automotive applications. Through SAE Aero Design, students apply many of those same principles to aircraft development, working through challenges in aerodynamics, structural design, manufacturing and flight performance.

Different disciplines bring different demands, but the value is consistent: students learn to work through uncertainty, make decisions with limited resources and adapt when a design doesn't perform as expected.

 

The Experience Behind the Resume

The value of these competitions becomes especially clear when students begin thinking about their careers. During the 2025 season, Baja SAE, Formula SAE and SAE Aero Design recorded nearly 10,000 student participations, with more than 5,100 expected to graduate by the end of 2027.

These students bring practical experience in vehicle development, manufacturing, electrical systems and aerospace into the workforce, helping employers distinguish candidates who have applied their education to a complex project from those whose experience has been primarily academic.

"The importance of students competing in an SAE collegiate competition is critical. There's nowhere else in education that students get the real hands-on skills, the project management and the experience that employers are looking for," said Amery Kuhl, chief engineer at Polaris Inc.

It's a perspective shared by students themselves. At SAE Aero Design, a student from Tarleton State University described how the competition gave his team experience that could translate directly into future employment, including connections with aerospace employers like Lockheed Martin, where two former team members had already found jobs.

"I think employers look at this and go, oh my gosh, they built an actual plane," he said.

The same potential exists across Baja SAE and Formula SAE, where students regularly interact with professionals from the automotive, motorsports, manufacturing and mobility industries, gaining real projects and real decisions to discuss with prospective employers.

 

Preparing Students for What's Next

While the Collegiate Design Series continues to provide a foundation in hands-on engineering, SAE University Programs is also expanding to address emerging technologies and changing needs across the mobility industry.

The SAE CivicProgress Challenge, supported by General Motors, introduces students to the importance of accessibility and inclusive design, encouraging them to build it into their engineering decisions from the beginning rather than as an afterthought.

"SAE CivicProgress Challenge ensures that the next generation of mobility engineers begins their design journey with accessibility at the forefront. In industry, accessibility is too often introduced late in the process. This challenge flips that model by making inclusive design the foundation from day one," said Chris Ciuca, vice president, programs at SAE International.

Another emerging initiative, AutoDrive Challenge: Nexus, is being developed as a multi-year engineering program focused on autonomous and connected systems, giving students exposure to robotics, artificial intelligence, sensor fusion, simulation, cybersecurity and systems integration.

These programs reflect a broader shift in the skills needed across the industry. Mechanical engineering remains essential, but today's mobility challenges also require expertise in software, electronics, systems integration and human-centered design, preparing students for the technologies they'll encounter throughout their careers.

Industry's Role in Developing the Next Generation

The success of SAE University Programs depends on more than the students who participate. Faculty advisors, alumni, technical volunteers and industry partners contribute the knowledge, resources and encouragement that make these experiences possible.

For some teams, donated materials, equipment or technical guidance can determine what's possible within a season. For others, a conversation with an industry professional can open the door to an internship or career opportunity.

That exchange benefits both sides: students gain access to expertise they might not otherwise encounter, while companies connect with emerging talent and support skills relevant to their businesses. For organizations in automotive performance, aftermarket manufacturing, and motorsports, the connection is natural, since these students have already chosen to solve the kinds of technical challenges industry professionals face every day.

 

Building on the Experience

For many students, participating in an SAE competition becomes one of the defining experiences of their university education. The vehicle they build may eventually be retired, but the lessons learned often carry into internships, first jobs and future projects, along with connections to teammates, mentors and industry professionals who may continue to influence their careers.

The next generation of automotive engineers, product developers and mobility innovators is already gaining practical experience through programs like Baja SAE, Formula SAE and SAE Aero Design. With continued industry involvement, those opportunities can reach even further.

Interested in supporting the next generation of engineering talent? Explore SAE International's University Programs partnership opportunities and access the 2027 sponsorship prospectus to learn more about getting involved.

EXPLORE UNIVERSITY PROGRAMS PARTNERSHIP OPPORTUNITIES at sae.org/events/student/sponsor.

Sponsored by F1 Arcade

 

For SEMA Show exhibitors looking for a different way to entertain clients, connect with customers or bring teams together after a long day on the show floor, F1® Arcade Las Vegas offers an experience that combines motorsports, competition, food and nightlife under one roof.

Located inside The Forum Shops at Caesars Palace on Las Vegas Boulevard, F1® Arcade is among the best options for exhibitor and client entertainment during SEMA Week. With 87 racing simulator sunder one roof, F1® Arcade offers full-venue buyouts for 600-plus guests, semi-private spaces and private rooms accommodating up to 220 guests.

 

Turn a Corporate Event Into a Fun Competition

 

Tournaments at the F1® Arcade can turn departments, customers, vendors or industry partners into teams competing against each other for bragging rights. Even better, guests don't need to be experienced sim racers to enjoy the experience, as F1® Arcade offers multiple skill levels so newcomers can compete alongside more experienced drivers.

 

Hospitality With Built-in Entertainment and Networking

 

F1® Arcade Las Vegas is built for networking without feeling like a typical corporate event. The competitive environment creates an easy conversation starter and gives exhibitors, clients and teams something interactive to do together rather than simply meeting at another typical networking venue.

The experience also combines racing with elevated food, cocktails, social spaces and nightlife--making F1® Arcade well suited for post-SEMA receptions, happy hours, client dinners and after-parties.

 

F1® Arcade: A Natural Fit for Automotive Brands

 

SEMA attracts manufacturers, suppliers, performance companies, technology brands and many other types of automotive businesses. F1® Arcade provides an environment where those companies can entertain customers while keeping the experience connected to speed, performance and racing.

Ideal for brand activations, the racing environment creates opportunities for sponsored races, branded leaderboards, customer competitions, product launches, VIP receptions and influencer or creator events.

After spending the day walking the busy SEMA Show floor, showgoers can transition into an experience that still feels connected to automotive culture without feeling like a regular business environment.

 

Learn More About Hosting an Event at F1® Arcade Las Vegas

For more information about hosting a private event, client gathering or brand activation at F1® Arcade Las Vegas, visit the F1 Arcade Las Vegas website at f1arcade.com/us/las-vegas or visit the Private Events webpage at f1arcade.com/us/private-events/las-vegas.

 

By Denise Aquino

 

A shopping trip that once began in a store now may start with a search bar: This is reshaping retail, as e-commerce accounts for approximately 17% of all U.S. sales.

Amazon represents half of all U.S. e-commerce, while emerging platforms such as Shopify, Temu, TikTok Shop and Etsy are gaining popularity.

How Automotive Is Different

The specialty-equipment industry moved to online sales early, and as a result, our market has a more balanced split, with 48% of sales originating online.

The automotive category on Amazon generated an estimated $24B in revenue from September 2025 to September 2026, according to data from Jungle Scout, while the engine parts category generated $857M in revenue. Note: Amazon data combines specialty and replacement parts because there are no transparent rules defining what constitutes a specialty part versus a replacement part.

Physical stores, installers and specialty retailers remain essential to the specialty-equipment market. To support this with data, the number of auto parts accessories stores (NAICS 44131) increased by 3% between 2017 and 2022, according to the U.S. Census Bureau's most current statistics.

Bottom Line

Automotive e-commerce is growing, but the aftermarket is not becoming a one-channel business––the future is hybrid.

What's new with SEMA Market Research?

For more analysis of the automotive market and to download our latest reports, such as the "SEMA Market Report" and "SEMA Light-Truck Snapshot," visit www.sema.org/research. 

We need your help. Please take the SEMA State of the Industry Survey to ensure your point of view is reflected in SEMA Market Research.

By SEMA News Editors

 

From manufacturers and retailers to builders, technicians and industry leaders, the automotive aftermarket is getting ready to come together in Las Vegas for the 2026 SEMA Show, November 3–6. 

More than a trade show, it's the industry's annual homecoming––four days to reconnect with colleagues, discover what's next, celebrate the creativity that drives car culture and be part of the conversations shaping the aftermarket's future. With so much happening across the Show floor and beyond, this is one industry gathering that's best experienced in person.

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

From industry-leading competitions and educational programming to art exhibits, livestream coverage and emerging vehicle technologies, the following activations are just a few of the many highlights planned for this year's SEMA Show. Discover more at semashow.com/attendee and also on the SEMA Show mobile app.

 

2026 SEMA Show Features and Activations

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

 

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

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

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

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

Get all the details.

 

Show-Stopping Builds

 

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

 

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

 

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

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

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

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

Get the complete details.

View on the floorplan.

 

SEMA Education

 

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

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

 

SEMA Collision Repair Stage

 

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

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

View on the floorplan.

 

SEMA FutureTech Studio

 

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

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

View on the floorplan.

 

New Products Showcase

 

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

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

View on the floorplan.

 

PRO Cup Challenge

 

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

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

Get the complete details.

View on the floorplan.

 

Global Tire Expo-Powered by TIA

 

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

 

SEMA Industry Honors

 

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

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

Get the complete details.

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

 

SEMA Show Kickoff Breakfast

 

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

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

 

SEMA Live

 

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

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

View on the floorplan.

 

SEMA Gear

 

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

View on the floorplan.

 

Featured SEMA Show Artist Larry Chen

 

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

 

Art Walk

 

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

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

 

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

Tickets are also available for SEMA Fest, the celebration of car culture and music on Friday, November 6, on the SEMA Show campus. Secure tickets or learn more at semafest.com.