By SEMA News Editors

 

 

Exhibitors of the SEMA Show have a lot on their plates to prepare for the world's largest automotive trade show, November 3-6, in Las Vegas.

 

Between booth planning, lead generation, networking and navigating the Show floor, success and ROI come down to one thing: preparation.

 

That is exactly why the SEMA Show Exhibitor Summit exists.

 

The free-of-charge, three-day event in Las Vegas gives new and returning exhibitors access to insider tips, suggestions and ideas on how to maximize their SEMA Show week. Sit down with the people who run the SEMA Show, learn what buyers and media respond to and find out exactly where exhibitors can save money on drayage, electrical and rigging.

 

Even better? Summit attendees also receive complimentary hotel accommodations (two nights, up to two company reps) and select meals.

 

Meet the team behind the SEMA Show and get an early look at the newly remodeled Las Vegas Convention Center before it fills up wall-to-wall with Showgoers in November. 

 

2026 SEMA Show Exhibitor Summit
Las Vegas Convention Center South Hall Skybridge
June 10-June 11 (hotel check-out Friday, June 12)
View the agenda and register at semashow.com/exhibitor-summit.

 

Ahead of the 2026 SEMA Show, SEMA News spoke with a first-time exhibitor in 2025, Alex Bohatiuk, about how attending the Summit changed the way his startup approached the Show. Bohatiuk is the founder and CEO of FixMyCarDude.com, an auto repair platform.

 

Following is an edited transcript for exhibitors to learn more about the SEMA Show Exhibitor Summit:

SEMA News: How did you first discover the SEMA Show?

Alex Bohatiuk of FixMyCarDude.com:

I'm the founder and CEO of FixMyCarDude.com, which is a complete auto repair platform that connects shop owners and customers on a single real-time platform.

 

The first thing I did was Google auto expos and car expos, and of course, SEMA showed up everywhere. After exploring it, I said, "You know what? The timing's perfect."

 

SN: When did you first hear about the SEMA Show Exhibitor Summit?

Bohatiuk:

When I signed up for a booth, admittedly, I had no idea there was a Summit. I started asking questions to my sales rep, who explained that it's almost like a dress rehearsal for what to expect. Attending the Summit made things easier. SEMA provided the lodging, a tight schedule, and everything was organized for us.

 

SN: Would you recommend the Summit to first-time exhibitors?

Bohatiuk:

It's a must. It's not even recommended. I would almost make the Exhibitor Summit mandatory if you want to be successful at the SEMA Show.

 

SN: Why was the Summit so valuable for your team?

Bohatiuk:

Failing to plan is planning to fail. After attending the Summit, I had a totally different perspective on how to prepare and plan for SEMA.  I don't know how you can do SEMA without attending the Summit.

 

SN: What was the biggest mindset shift you took away from the event?

Bohatiuk:

The biggest shift was realizing how fast things happen during SEMA Show week. You really need an organized plan with your team. One presenter at the Summit said something that really stuck with me: You don't have 20 minutes to spend with one person. You need to identify your ideal customer quickly.

 

SN: What did the Summit teach you about attracting the right attendees to your booth?

Bohatiuk:

We learned how important it was to identify our ideal customer.
 

For us, our ideal customer is independent repair shop owners, especially husband-and-wife-owned shops.
 

Once we understood the badge system and attendee categories better, we could focus our time more effectively, thanks to the Summit.

 

SN: Did the Summit change your strategy for the Show itself?

Bohatiuk:

Absolutely. We set a goal of 100 leads across the four days. On day one, we only had 14 leads. Then we met as a team and pivoted.

 

The next day, I got into a Ricky Bobby outfit, started taking photos with attendees and created a real buzz around our booth. We ended up with 37 leads that day. By the end of the week, we reached our goal easily. I don't think we would've known how to adapt that quickly if we hadn't attended the Summit.

 

SN: How did the Summit help improve your ROI?

Bohatiuk:

The Summit accelerated the learning curve and helped me understand what to expect in Vegas.

 

I also learned about real tools like Express Leads through Maritz. If I hadn't gone to the Summit, I wouldn't have known anything about it.

 

Instead of writing down contact information manually, we learned that exhibitors can scan badges in just a few seconds to capture a lead. We were able to review all our leads at the end of the day––that alone made a huge difference for us.

 

SN: What surprised you most about the Summit experience?

Bohatiuk:

The SEMA team really welcomed me. I felt like everyone was welcome, no matter what they were exhibiting or selling.

 

We became friends with people from seven or eight different automotive categories at the Summit. Those conversations gave us ideas we never would've thought about otherwise.

 

SN: What would you say to exhibitors considering attending the 2026 Summit?

Bohatiuk:

If you're serious about your business and you want to be successful, you've got to utilize all the tools. SEMA gives you a great starting tool with the Summit.

 

You can't just show up. You have to prepare, study and bring the right team.

 

Everyone's trying to succeed. We should make sure people have all the tools available to them––and the Summit does that in just two days.

 

---

Register to join the SEMA Show Exhibitor Summit, and the SEMA team will have the rest covered. Exhibitors enjoy complimentary event registration, a two-night hotel stay (for up to two representatives from each exhibiting company) and select meals--all courtesy of SEMA.

2026 SEMA Show Exhibitor Summit
Las Vegas Convention Center South Hall Skybridge
June 10-June 11 (hotel check-out Friday, June 12)
View the agenda and register at semashow.com/exhibitor-summit.

Have questions about the Exhibitor Summit? Contact SEMA Show Management at 909-396-0289 or email regmgr@sema.org.

 

If you haven't heard, SEMA has launched a new customer management system ahead of this year's SEMA Show, November 3-6, 2026, in Las Vegas. Read more about that here, or visit semashow.com/exhibitor.

 

By SEMA News Editors

 

 

Whether you're seeking new products, emerging trends, real-world business insights or industry relationships, the SEMA Show, November 3-6 in Las Vegas, offers opportunities that cannot be replicated elsewhere. Ready to register? Get started.

 

If you're trying to convince your boss to approve the trip, start by forwarding them this article.

 

The SEMA Show is where the automotive aftermarket gathers to see the latest innovations and preview what's coming down the line. Tens of thousands of industry professionals come together to explore all the opportunities that help drive growth throughout the year.

 

If your company is evaluating whether attending or sending employees to attend the 2026 SEMA Show is worth the investment, here are six reasons the answer is a resounding yes.

 

1. Discover the products and trends shaping the industry

 

The SEMA Show puts the latest automotive aftermarket innovations from across 14 dedicated categories across the SEMA Show campus:

 

West Hall: Powersports/SxS & Lifestyle; Restyling and Car Care Accessories; Trucks, SUVs and Off-Road.

North Hall: Restyling & Trucks; Business Services; Mobile Electronics & Technology.

Central Hall: Racing & Performance; Hot Rod Alley; Restoration Marketplace.

South Hall Upper: Collision Repair & Refinish; Tools & Equipment.

South Hall Lower: The Global Tire Expo powered by TIA; Wheels & Accessories; and Collision & Tools.

 

Even better, the New Products Showcase––located in South Hall Lower––remains one of the most efficient ways to discover what's new across the industry. Exhibitors' recently introduced products are on display in one convenient location to help attendees identify new opportunities, compare solutions and build a more informed purchasing strategy.

 

For businesses that want to stay competitive, there's no substitute for walking the Show floor or the Showcase, holding new products in your hands and conducting face-to-face business with the real people behind the innovations.

 

2. Gain practical takeaways through SEMA Show education

 

The industry's challenges and solutions are evolving rapidly, and that's exactly why the SEMA Show education program exists: to help professionals stay ahead.

 

Educational sessions, with both free and paid options, provide insights on business growth, emerging technologies, leadership, sales, marketing, workforce development and more. Whether you're a business owner, manager or team member, SEMA Show education will let you return with ideas that can be applied to your company immediately.

 

3. Build relationships that create opportunities

 

The SEMA Show has always been about real connections.

 

Over the course of four days, attendees network with manufacturers, suppliers, retailers, media members, builders and industry leaders from around the world. From formal receptions to spontaneous conversations in a Show booth, the relationships formed during Show week often lead to new partnerships, business opportunities and long-term professional growth.

 

4. Experience the industry's biggest attractions and activations

 

The 2026 SEMA Show features some of the most recognizable experiences in the automotive aftermarket, including:

• SEMA Battle of the Builders presented by Mothers Polish

• FutureTech Studio

• New Products Showcase

• Toyo Tire Treadpass

• OPTIMA Unleashed

• SEMA Live

• Larry Chen's official SEMA Show artwork and displays

• SEMA Show Art Walk

• PRO Cup Challenge

• More activations announced soon!

 

These attractions offer attendees an up-close look at industry innovation, craftsmanship and future trends while creating valuable opportunities for learning and action-spurring inspiration.

 

5. Attend exclusive events that bring the industry together

 

Beyond the Show floor, attendees can participate in marquee events that celebrate and strengthen the automotive aftermarket community.

 

Confirmed events this year include the traditional SEMA Show Kickoff Breakfast to open Show week, the SEMA Industry Honors awards ceremony at Fontainebleau Las Vegas, and the legendary SEMA Cruise featuring a parade of the world's most unique and innovative vehicles as they roll out of the SEMA Show floor.

 

The fan-favorite SEMA Fest also returns in 2026. Showgoers can close out their Show week with a celebration of music, motorsports and car culture on Friday, November 6, on the SEMA Show campus (tickets required for purchase).

 

6. Be part of the industry's biggest week of the year

 

Industry insiders know that the SEMA Show is way bigger than the average trade show––for four days, SEMA is the center of the automotive aftermarket universe.

 

From the energy of the Show floor to dozens of activations and events, there are countless opportunities to learn, connect and see firsthand where the industry is headed.

 

The conversations, product discoveries and business relationships developed during Show week create value that lasts long after attendees return home.

 

Ready to make your case?

Forward this article to your manager, supervisor or company decision-maker and start the conversation about attending the 2026 SEMA Show, November 3-6, Las Vegas.

 

Opportunities to discover new products, build relationships and gain industry insights happen every day. Opportunities to experience the entire automotive aftermarket in one place happen only once a year.

 

Need to learn more? Browse the SEMA Show website.

 

Ready to register? Get started.

 

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, 2026, and industry members will get the lowest rate on tickets through the registration portal and Attendee Resource Center. Sign up for updates at semafest.com.   

 

By Ashley Reyes

 

The SEMA Truck & Off-Road Alliance (TORA) has opened applications for its Feature Vehicle Showcase, taking place at the 2026 SEMA Show, November 3-6, at sema.org/tora-feature-vehicle-showcase.
 

Every year at the SEMA Show, TORA showcases up to 10 unique vehicle builds in a premier spot located on the outside walkway between North and West Hall of the Las Vegas Convention Center. The vehicles––built by TORA member companies and installed with member manufacturers' products––highlight the latest trends, products and technologies driving the truck and off-road market today.  
 

"The TORA Feature Vehicle Showcase is all about celebrating the builders, vehicles and aftermarket parts that drive the truck and off-road industry forward," said TORA Council Director Denise Waddingham. "We invite our members to submit an application for the opportunity to share their work with thousands of SEMA Show attendees."
 

Submissions are being accepted in the areas of SUV, side-by-side, lifted truck, lowered truck, overland, off-road, EV/Hybrid and CUV/crossover. Each vehicle selected to be showcased will be featured on TORA's social media channels and SEMA News up to and during the SEMA Show and be in the running for the TORA Feature Vehicle Best in Show Award announced during TORA's SEMA Show reception. 
 

Feature vehicle space at the SEMA Show is typically reserved for exhibitors. However, the TORA Feature Vehicle Showcase gives all TORA member exhibiting manufacturers, non-exhibiting builders and retailers a rare opportunity to obtain added exposure.
 

The cost to participate is $1,500 if selected, with $500 of that amount benefiting SEMA Cares––SEMA's nonprofit entity that supports children in need.
 

 

By Ashley Reyes

 

There is still time to register for the SEMA Wheel, Tire, Suspension & Brake Council (WTSBC) virtual Coffee & Conversation on evolving consumer trends, taking place Thursday, June 4, at 9:00 a.m. PST/12:00 p.m. EST.
 

WTSBC Coffee and Conversations are virtual events where members gather to network and exchange insights on industry challenges. This session will focus on evolving consumer trends in the wheel, tire, suspension and brake landscape.
 

The session will be led by Alissa Maffett, vice president of strategy at Jackson Marketing; Alex Martini, owner at MetaMartini; and Jason Weidman, brand manager, wheels at The Wheel Group. Together, they will share insight into current purchasing behaviors, including how pricing pressures and fuel cost fluctuations influence buying decisions, product selection and upgrade timing.
 

Topics include:

• Who is today's consumer
• How buyer profiles have shifted in recent years
• What buyer profile shifts mean for manufacturers, retailers and installers
• Changes in where consumers are making purchases, both online and in-store
• How purchasing shifts impact sales strategies and customer engagement

Unlike webinars, where there is little time for interaction, Coffee & Conversations are designed to encourage open dialogue, shared experiences and practical takeaways in a relaxed, peer-driven environment.
 

With the event just days away, now is the time to register and be part of the discussion.
 

 

By SEMA News Editors

 

In partnership with Mazda North American Operations, SEMA Garage is inviting aftermarket suppliers to participate in an upcoming SEMA Garage SoCal measuring session featuring two Mazda vehicles on June 18.
 

Highlighted by the availability of the all‑new '26 Mazda CX‑5, this session is intended to support supplier measurement activities to enable the development and evaluation of new accessory concepts and products.
 

The primary focus of the CX‑5 measuring session will be exterior appearance accessory development. However, Mazda welcomes accessory concepts and ideas for both exterior and interior applications for future consideration.
 

To optimize on‑site time and vehicle availability, a '26 Mazda CX‑50 will also be available during the session. The CX‑50 product focus will emphasize outdoor, adventure and activity‑oriented accessory opportunities.

 

 

A Mazda representative will be on site throughout the session to support supplier engagement, answer questions and provide clarification related to vehicle specifications and accessory development considerations.
 

Reserve your time slot now––space is limited, advanced RSVP is required.

 

 

SEMA Garage Mazda Measuring Session
June 18, 2026
1577 Valley Vista Dr.
Diamond Bar, CA 91765
View on Google Maps

 

If you have any questions regarding our SEMA Measuring Sessions, please email productdevelopment@sema.org.

 

 

Images courtesy of Mazda

 

 

By SEMA News Editors

 

 

SEMA and ORBA applaud President Trump's new executive order, which is a significant step toward modernizing how federal agencies manage off-highway vehicle access and recreation on public lands.

 

Trump has rescinded Executive Orders 11644 and 11989, which have shaped the regulatory framework used in federal route designation and travel management decisions across millions of acres of public land for close to 50 years now. Their rescission begins a process that could fundamentally reshape how agencies approach access, recreation, infrastructure and multiple-use management moving forward.

 

SEMA and ORBA have been working with a coalition of recreation, industry and public lands stakeholders in formally supporting this action and have participated in ongoing discussions with Department of the Interior leadership regarding opportunities to modernize public land access policies while maintaining responsible stewardship and existing environmental protections.

 

While the new executive order does not automatically reopen routes or overturn existing land-use plans, it has the potential to influence future agency decision-making and rulemaking efforts, including the framework used in large-scale travel management and access planning initiatives across the West.

 

For recreationists, businesses and communities concerned about access issues such as the West Mojave (WEMO) planning area and similar route designation efforts, this action signals a renewed focus on balancing conservation, recreation, access and multiple-use management on America's public lands.

 

Substantial work remains ahead through agency rulemaking and implementation, but the announcement represents one of the most significant public lands and recreation policy developments in decades.

 

SEMA and ORBA look forward to continuing to engage throughout the process and advocate for responsible motorized recreation, access to public lands and balanced multiple-use management for all Americans.

 

Read the White House executive order here.

 

Image courtesy of Shutterstock | Monica Garza 73

 

By SEMA News Editors

 

 

SEMA and ORBA applaud President Trump's new executive order, which is a significant step toward modernizing how federal agencies manage off-highway vehicle access and recreation on public lands.

 

Trump has rescinded Executive Orders 11644 and 11989, which have shaped the regulatory framework used in federal route designation and travel management decisions across millions of acres of public land for close to 50 years now. Their rescission begins a process that could fundamentally reshape how agencies approach access, recreation, infrastructure and multiple-use management moving forward.

 

SEMA and ORBA have been working with a coalition of recreation, industry and public lands stakeholders in formally supporting this action and have participated in ongoing discussions with Department of the Interior leadership regarding opportunities to modernize public land access policies while maintaining responsible stewardship and existing environmental protections.

 

While the new executive order does not automatically reopen routes or overturn existing land-use plans, it has the potential to influence future agency decision-making and rulemaking efforts, including the framework used in large-scale travel management and access planning initiatives across the West.

 

For recreationists, businesses and communities concerned about access issues such as the West Mojave (WEMO) planning area and similar route designation efforts, this action signals a renewed focus on balancing conservation, recreation, access and multiple-use management on America's public lands.

 

Substantial work remains ahead through agency rulemaking and implementation, but the announcement represents one of the most significant public lands and recreation policy developments in decades.

 

SEMA and ORBA look forward to continuing to engage throughout the process and advocate for responsible motorized recreation, access to public lands and balanced multiple-use management for all Americans.

 

Read the White House executive order here.

 

Image courtesy of Shutterstock | Monica Garza 73

 

By SEMA News Editors

 

The 2026 SEMA Show floorplan has been released, and limited space remains for racing and performance brands looking to showcase their innovations, November 3-6, Las Vegas.

 

The value that the SEMA Show provides racing and performance exhibitors is unmatched. From engines and turbo kits to suspension, brakes, chassis, drivelines and everything in between, SEMA is the ultimate launchpad for your brand's innovations.

 

But the booth is just the beginning. With thousands of content creators and media outlets on the floor, brands' launches have the opportunity to go viral before the Show even ends.

 

Exhibiting at the SEMA Show gives your brand visibility, credibility, and influence that fuel sales all year long. With more than 153,000 attendees and more than 70,000 qualified buyers and decision-makers, the Show delivers direct access to customers actively seeking new products, suppliers and partnerships.

 

The Racing & Performance section in Central Hall of the SEMA Show is designed for discovery. Your booth is positioned where buyers come to find the latest high-performance innovations with high-traffic main circulation paths; groups of related performance and racing product categories; and is positioned among builders, tuners and high-performance shops.

 

When you exhibit at SEMA, you're not just renting space; you're joining a community that fights for the Right to Race and Right to Ride, which helps protect race tracks, land access and provides research to stay competitive.

 

While the Show floor is filling up fast, there are still opportunities for brands to get involved, helping maximize impact before the doors open in Las Vegas this November. Check out the floorplan at semashow.com/floorplan.

 

The 2026 SEMA Show takes place November 3-6 in Las Vegas. Ready to put your brand at the center of the truck and off-road market? Explore opportunities and reserve booth space at the Racing and Performance page, or get started with the exhibit application directly below.

 

 

Questions? Read this article or contact SEMA at 240-ASK-SEMA (240-275-7362) or via email at customercare@sema.org.  

 

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, 2026, and industry members will get the lowest rate on tickets through the registration portal and Attendee Resource Center. Sign up for updates at semafest.com.   

 

By Ashley Reyes

 

There's still time to register for the SEMA Businesswomen's Network virtual education session "Creating Positive Outcomes with Generational Differences," taking place Tuesday, June 9, at 12:00 p.m. PDT/3:00 p.m. EDT.
 

In a workforce that spans four generations, businesses today are uniquely positioned to turn generational diversity into a competitive advantage. During this session, a panel of aftermarket industry leaders will discuss how the different expectations, perspectives and communication styles of Baby Boomers, Gen X, Millennials and Gen Z can help build stronger, collaborative teams that deliver better results. 
 

Moderated by Annette Bauer, owner and CEO of The Straightline Co., the session will feature panelists Tariq Ghani, community manager at Timbren; Eliza Leon, regional performance manager at Caliber Collision; Riley Schlick, owner at CEO at Riley's Rebuilds; and Marcus Umlauff, general manager––remarketing, KINTO, fleet management at Toyota Financial Services.
 

What You'll Learn:

• How generational perspectives impact communication and collaboration.
• Practical strategies to improve team dynamics across age groups.
• Ways to turn generational differences into opportunities for growth.
• Approaches to building more inclusive and productive workplaces.
   

With the webinar just days away, now is the time to register and start turning generational diversity into a workplace strength.
 

 

By SEMA News Editors
 

AAM Group Recognizes Suppliers and Members

 

The AAM Group honored Comp Specialties as its 2026 Member of the Year and presented 10 supplier awards during the organization's annual Membership Meeting held in Kingsport, Tennessee.
 

Each year, AAM makes this selection based on six key metrics: active participation, growth as a percentage, marketing participation, participation in group buys, pro rebates participation and new supplier support. In recognition of its win, Comp Specialties received a custom trophy and an exclusive painting.
 

"We were very pleased to recognize Comp Specialties, a member that continues to demonstrate what exceptional AAM partnership looks like," said AAM President Tim Odom. "The award is evaluated across six core performance categories, and Comp Specialties delivered impressive results in each one. With the addition of a new category this year, new supplier support, they stood out immediately as a leader. Their commitment to collaboration, responsiveness, accessibility and helping new suppliers succeed reflects the kind of engagement and support that strengthens our entire network."
 

The AAM meeting also saw awards given to the winners in each of the following individual categories: 
 

• Active Participation: DIX Performance
• Growth as a Percentage: Motor State Distributing
• Marketing Participation: AllPro Distributing
• Group Buys: Midwest Wheel
• New Supplier Support: Comp Specialties
• PRO Rebates Participation: Tri-State Enterprises, Inc.

The supplier awards were presented to the following organizations:
 

• Most Valuable Partner Award: Lippert
• Full Growth Throttle Award: Baja Designs
• Pavement Pioneer Award: RealTruck
• Most Influential Marketing Award: DECKED
• Aftermarket Visionary Award: RealTruck RetraxPro EZ-OFF
• Excellence in Education: Gen-Y Hitch
• Group Impact Award: RealTruck
• Driven by Data Award: ORACLE Lighting
• Rookie of the Year Award: 3D MAXpider
• Most Impactful Parts Pro Partner: Mishimoto

Ambassador Award Winners
 

AAM also named seven recipients of the Ambassador Award, given to key individuals who exemplified their commitment to our shared mission of growing the aftermarket as a unified league.
 

2026 Supplier Champions
 

• Matt Sims - Baja Designs
• John Robinson - Lippert
• Dallas Donovan - Dee Zee
   

2026 Member Champions
 

• Ray Hagar - RPT Distributing
• Darren Pritchard - Lordco
• Greg Murphy - Midwest Wheel
• John DeBlasio - AllPro Distributing