By SEMA News Editors

 

The countdown is on. With less than 75 days until the 2026 SEMA Show, now is the time to register and start planning a trip to Las Vegas, November 3-6.

As Tammy Harbin of The Jeep Outpost in Leesburg, Florida, put it, "SEMA is always the cutting-edge show. We're [at the SEMA Show] to find something new that's on the market, maybe something that other people in our area don't have."

Registration is currently $75, but the price will increase to $100 on September 27. Register today to secure a badge and experience the automotive aftermarket's biggest week in person.

The SEMA Show will once again bring together the global automotive aftermarket for four days of innovation, education, networking and business opportunities. Alongside thousands of exhibitors and product debuts, attendees will have access to a wide range of activations and featured experiences throughout the SEMA Show campus.

From industry-leading competitions and educational programming to art exhibits, livestream coverage and emerging vehicle technologies, the following activations are among the highlights planned for this year's SEMA Show. Register here.

The SEMA Show will once again bring together the global automotive aftermarket for four days of innovation, education, networking and business opportunities. Alongside thousands of exhibitors and product debuts, attendees will have access to a wide range of activations and featured experiences throughout the SEMA Show campus.

From industry-leading competitions and educational programming to art exhibits, livestream coverage and emerging vehicle technologies, the following activations are among the highlights planned for this year's SEMA Show. 

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 Battle of the Builders 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. local time, 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.  

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

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

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

 

From the Show Floor to SEMA Fest

 

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

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

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

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

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

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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 or visit the Registration Resource Center.   

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

 

By Ashley Reyes

 

Aftermarket engineers have limited time to register for the SEMA Emerging Trends & Technology Network (ETTN) webinar, "Alternative Fuels," taking place on Tuesday, September 15, at 12:00 p.m. PDT/3:00 p.m. EDT.

Tailored to engineers interested in the technical considerations of designing a spark-ignition engine to run on alternative fuels, including alcohol-based fuels, CNG and propane, this session offers an opportunity to hear directly from industry experts and learn how to stay competitive in an evolving market.

During the session, attendees will hear from Greg Banish, president and owner at Calibrated Success, and Peter Treydte, powertrain and compliance specialist at Automotive Consulting Services, as they give an in-depth overview of tuning and design considerations to allow a spark-ignition engine to run on fuels other than gasoline. The session will include discussions about optimal air-fuel ratios, ignition timing, compression ratios and will touch on the pros and cons of various fuel options.

You'll learn:

• What alternative fuels are viable in a spark-ignited engine.
• Hardware considerations and tuning methods for alternative fuels.
• Compliance pathways for aftermarket conversion kits.

As consumer interest grows in alternatives to gasoline for performance, cost of operation and, in some cases, improved emissions, this session will provide valuable insights for companies developing products to meet evolving market demand.

Register now.

 

Feed image courtesy of Shutterstock | alvarog1970

By SEMA News Editors

 

Ronald "Ron" Shivers, owner of Dee Zee, Inc., the Iowa-based truck accessory manufacturer, has passed away. He was 73.

After earning his CPA designation, Shivers joined Dee Zee as controller in 1978. He was promoted to president in 1987 and spent the following decades guiding the company before he eventually acquired full ownership of Dee Zee, retiring in 2013.

Shivers was a proud SEMA and TORA member who dedicated much of his life to advancing the truck and accessory market. Under his leadership, Dee Zee continued to innovate and make a lasting impact on our industry. That impact was recognized in 2023 when Dee Zee was honored as SEMA Show Manufacturer of the Year.

"Beyond his accomplishments in business, Ron will be remembered for his passion for people, his commitment to the industry and his unwavering support of the truck market," representatives of SEMA's TORA council said in a statement. "TORA is grateful for Ron's many contributions and the legacy he leaves behind. We extend our deepest condolences and heartfelt wishes to his family, friends, and the entire Dee Zee team during this difficult time. Thank you, Ron, for everything you gave to our industry. You will be greatly missed and fondly remembered."

For more information, see the full obituary here.

By Ashley Reyes

 

SEMA's Student Program, in partnership with the Wheel, Tire, Suspension & Brake Council (WTSBC), will host a webinar to help college students and emerging professionals discover the wide range of career opportunities in the automotive aftermarket. Titled "Beyond the Vehicle: Careers in the Aftermarket," the session will take place on Tuesday, September 15, at 4:00 p.m. PDT/7:00 p.m. EDT on Zoom.

At many colleges and universities, the aftermarket is rarely discussed as a career path. While many students are familiar with vehicle manufacturers, they are often unaware of the extensive ecosystem of companies that design, engineer, manufacture, market and sell aftermarket components. This event will help close that awareness gap by showcasing the wide variety of careers available in engineering, technology, marketing, business and supply chain management.

Speakers for this session include Jaxx Liedel, project engineer at Air Lift Company; Mike Malloy, head of business development and industry relations at Turn 14 Distribution; Kelli Oeste, owner and CEO at V8 Speed & Resto Shop and Make It Count LLC; and Bruce Ronning, president and CEO of Coker Tire. Together, they will share their experiences and demonstrate how the aftermarket offers meaningful and innovative career opportunities.

SEMA members are encouraged to share the webinar registration link with students and industry contacts, including automotive organizations, educators and industry advocates who work with students or support automotive education programs.

Registration is available here.

By Ashley Reyes

 

SEMA Truck & Off-Road Alliance (TORA) members still have time to register for an upcoming webinar focused on SEMA Garage product development tools and resources. Taking place on Wednesday, September 9, at 10:30 a.m. PDT/1:30 p.m. EDT, "Built for TORA: Discover the Benefits of the SEMA Garage," will cover available professional-grade engineering tools, testing capabilities and regulatory expertise that help members bring products to market fast and with greater confidence.

With facilities in Diamond Bar, California, and Plymouth, Michigan, the SEMA Garage serves as a national product development and validation resource. During the webinar, attendees will hear from SEMA Vice President of OEM and Product Development Jim Moore and SEMA Garage General Manager Ben Kaminsky as they offer a look into product development tools and services available for the truck and off-road industry.

Topics include:

• Advanced vehicle technology and ADAS resources
• Emissions testing and compliance support
• Access to accurate vehicle data
• Measuring sessions
• Training centers

Attendees will also how the SEMA Garage team is dedicated to helping members accelerate innovation, navigate industry challenges and grow their businesses.

As vehicles become more advanced and regulated, this webinar will not only help manufacturers stay product compliant but get ahead of the curve.

 Register today.

By SEMA News Editors

 

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

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

The two Ram trucks––a one-of-one 2027 Ram 1500 Rumble Bee SRT and a 2005 Ram 1500 SRT-10––are being auctioned on the 25th anniversary of the Sept. 11, 2001, terrorist attacks. As the nation pauses to remember the nearly 3,000 lives lost, the partnership honors the courage and selflessness of first responders, military service members and everyday citizens who answered the call.

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

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

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

 

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

 

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

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

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

A Pristine Custom '05 Ram 1500 SRT-10 Pickup

 

The 2005 Ram 1500 SRT-10, customized by RealTruck, is powered by an 8.3-liter, 500-horsepower V10 engine originally found in the Dodge Viper. The truck still holds the Guinness World Record as the "World's Fastest Production Pickup Truck."

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

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

"Every build tells a story. This one tells three. It's a 2005 truck, the same year UFC's Ultimate Fighter launched under Dana White and this SRT-10 became the inspiration for the new Rumble Bee it's paired with," said RealTruck Inc. Vice President of Marketing Lee Riser. "We took RealTruck's product lineup, Ram's performance DNA and UFC's massive platform, and pointed it all at something bigger: raising real money for Folds of Honor and the UFC Foundation through Barrett-Jackson's stage."

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

 

By SEMA News Editors

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

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

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

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

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

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

For more information, visit the FIA website.

 

Image courtesy of FIA

By SEMA News Editors

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

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

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

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

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

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

 

Feed image courtesy of PBS News Hour, YouTube

 

By SEMA News Editors

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

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

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

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

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

For more information, visit valvolineglobal.com.

 

Image courtesy of Shutterstock | Sean Pavone