By SEMA News Editors 

The 2026 SEMA Show, which concludes on Friday, November 6, is revealing where the automotive aftermarket is headed next, with emerging technologies, expanding vehicle segments and new product developments creating opportunities across the industry. 

Thursday's Show-floor developments highlighted the markets and technologies shaping the industry's future, from advanced propulsion and renewable fuels to off-road innovation and evolving repair requirements. 

Emerging technology was the central theme in one of the SEMA FutureTech Studio sessions in Booth #24401 in Central Hall. Titled "Advanced Fuels and Propulsion: Accelerating the Future of Mobility," the sit-down featured panelists Luis Morales of SEMA; Willem Groenewald of the FIA; Cameron Wynne of the DeLorean Motor Company; and Leslie Bellas, American Fuel & Petrochemical Manufacturers (AFPM).  

The discussion explored why the automotive industry's future will require multiple technologies rather than a single powertrain solution. And one thing was clear: While there may be a transition to new technologies happening today, that transition will take time. Aftermarket opportunities to serve existing--and new--vehicles will continue to remain significant for years to come.  

FIA's Groenewald pointed to the scale of the global vehicle population, noting that approximately 70 million new vehicles are sold annually, compared with an estimated 1.4 billion vehicles already in operation worldwide. 

"If 100% of a single powertrain solution is adopted today and 100% of vehicles sold are EVs, it will take 20 years to drive that transition," Groenewald said. "So nothing's going to happen in the short term, not between five or 10 years. It's going to take a very long time." 

This creates opportunities for businesses that continue developing products and solutions for internal-combustion vehicles while preparing for emerging technologies. AFPM's Bellas also reinforced that point, citing approximately 290 million vehicles on U.S. roads and a median vehicle age of 12 years. Many of those vehicles, including hybrids and internal-combustion models, will continue relying on liquid fuels for years to come.  

"Because those cars, typically a car sold today is still going to be on the road in the 2040s, we have to address those vehicles today," Bellas said. 

Wynne, meanwhile, explained that DeLorean Motor Company is focused on keeping its existing vehicles on the road while exploring technologies that could be incorporated into future models. 

"It's all about keeping cars on the road for the original car as much as possible," Wynne said. "We need to have solutions that reduce emissions without abandoning the vehicles that people already own." 

He said the company has explored hydrogen, electric and other propulsion pathways as it considers future vehicle development. 

The broader message for the aftermarket is that technological change doesn't necessarily mean replacing established business opportunities. Instead, it creates additional requirements for businesses to understand new products, vehicle systems and consumer needs while continuing to support the vehicles already in circulation. 

New Council Broadens SEMA's Reach Across Enthusiast Markets 

SEMA Week also served as an opportunity to showcase SEMA's new reach into recreation vehicles, powersports and motorcycles with the announcement of the new Recreation, Powersports and Motorcycle (RPM) Council. The initiative creates a dedicated community for businesses serving these markets while connecting them to the broader automotive aftermarket with education, events and community. Those interested in joining may fill out SEMA's interest form for more information.   

The council complements the new Powersports/SxS/Lifestyle section in the West Hall, reinforcing SEMA's effort to bring automotive and outdoor recreation under one roof. 

Innovative Builds and Industry Talent Point to What's Next 

The opportunities ahead aren't confined to one vehicle category or propulsion technology. As the vehicle population evolves, businesses that can serve today's vehicles while preparing for tomorrow's requirements will be positioned to participate in the aftermarket's next phase of growth. 

One award––Best Engineered Vehicle Award––is handed out annually at the SEMA Show and recognizes the builders and designers incorporating those new technologies into builds that are appearing on the Show floor today. 

This year's winner, a '77 Ford F-100 built by Kincer Customs, is a highly engineered sleeper with a groundbreaking all-wheel-drive chassis capable of underpinning '66 to '96 two-door, short-bed Ford trucks.  

Made possible with 3D scanning, the SEMA Garage Tech Transfer program, teamwork and imaginative engineering, the chassis is a testament to the boundary-pushing nature of the aftermarket. Read the full story on the 2026 SEMA Best Engineered Vehicle Award here. 

But that wasn't the only vehicle award handed out on Thursday. The four finalists for the 2026 SEMA Battle of the Builders were announced live on the Battle of the Builders stage in Central Hall, crowning the winner of each category in the industry's most competitive build competition: Hot Rod/Hot Rod Truck, Sport Compact/Import Performance, Young Guns and Off-Road.  

Find out who claimed each category title and who is vying for the overall crown here. 

The overall winner of the 2026 Battle of the Builders will be announced Friday at 12:00 p.m. PT on the Battle of the Builders Stage in Central Hall Booth #24743.  

Missed the third day of the 2026 SEMA Show? Catch up on the action with the SEMA Live Day 3 stream, featuring highlights and conversations from the Show floor and beyond. And be sure to subscribe to SEMA News below for daily coverage, industry news and updates throughout the 2026 SEMA Week.  

The 2026 SEMA Show is set for November 3-6, in Las Vegas. 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, 2026, on the SEMA Show campus. Secure tickets or learn more at semafest.com.     

By SEMA News Editors

Battle of the Builders Top 4 (Right to Left): Eddie Pettus (Hot Rod/Hot Rod Truck), Buddy Hale (Sport Compact/Import Performance), Mark Giambalvo (Off-Road) and Jesse Rieger (Young Guns).

SEMA announced the Top 4 builders in the 2026 SEMA Battle of the Builders Presented by Mothers competition.

Battle of the Builders is the aftermarket industry's ultimate vehicle competition, and the program is celebrating 13 years of providing SEMA Show builders a platform to showcase their craftsmanship and skills to a worldwide audience. 

The 2026 SEMA Battle of the Builders Presented by Mothers Top 4 are:

HOT ROD/HOT ROD TRUCK: Eddie Pettus –– 1970 Chevrolet Chevelle

SPORT COMPACT/IMPORT PERFORMANCE: Buddy Hale –– 1955 Volkswagen Ghia

OFF-ROAD: Mark Giambalvo –– 1974 Chevrolet K10

YOUNG GUNS: Jesse Rieger –– 1969 Ford Mustang

The 2026 SEMA Battle of the Builders Presented by Mothers Overall Winner will be announced in the Battle of the Builders Stage, Central Hall (Booth #24743) on Friday, November 6, at 12:00 p.m. PT.

By SEMA News Editors

Planning is underway for the 2027 SEMA Show, and businesses can now apply for exhibit space through the 2027 Official Exhibitor Services Portal. The priority booth space deadline is February 1, 2027.

Exhibitor benefits include up to 500 lbs. of complimentary material handling for booths 800 sq. ft. or smaller, one complimentary New Products Showcase entry, official directory and mobile app listings, and access to SEMA Show Education sessions.

A minimum 25% deposit is due upon submission of an exhibit space rental application.

The SEMA Show space draw runs March 1–17, exhibitor registration opens April 28, and final booth payment is due August 2.

Businesses planning to exhibit at the 2027 SEMA Show are encouraged to apply early to secure preferred space before prices increase on February 2.

Apply and learn more: semashow.com/reserve-booth-2027

By SEMA News Editors 

SEMA's 63-year history was on full display at the 2026 SEMA Industry Honors event Thursday evening, quite literally. Among the standout vehicles on stage were the famous Evel Knievel American Eagle, a Polaris RZR, the Pierson Brothers land-speed record car and Corvette Mike's '63 split-window Corvette. 

The Corvette, built the same year SEMA was founded, offered a fitting reminder of how far the automotive aftermarket has come––and of the people whose passion, ingenuity and leadership continue to move the industry forward. 

That spirit was at the center of the evening as SEMA recognized the industry's leading contributors, presenting its Person of the Year, Content Creator of the Year and other prestigious awards to individuals making significant contributions to the automotive aftermarket. Addressing Honors attendees, SEMA CEO Mike Spagnola emphasized the importance of the relationships and connections that bring the aftermarket community together. 

"The products may bring us to the Show. The conversations, ideas and relationships are what we take home," Spagnola said. 

SEMA announced the winners of its famed Person of the Year, Content Creator of the Year and other prestigious awards. Presented during the SEMA Industry Honors event, these awards recognize industry members for their significant and transformative contributions to the automotive aftermarket during the past year. 

SEMA Person of the Year: Dawson Druesedow 

Druesedow's business leadership and nearly decade-long record of SEMA service exemplify the passion, leadership and service that define SEMA's Person of the Year. Since founding 4 Wheel Performance in 2005, he has grown the company into a respected business in the off-road and performance industry, while dedicating nearly a decade to advancing the broader aftermarket community. He has served on the SEMA Truck & Off-Road Alliance (TORA) Select Committee since 2017 and currently serves as Chair. Druesedow has consistently demonstrated leadership, collaboration and a commitment to shaping the future of the truck and off-road segment. He also volunteers as a New Products Awards Judge and supports SEMA Cares, where he gives his time to youth, education and charitable outreach.    

Content Creator of the Year: Tom's Refurb

Tom's Refurb has expanded participation in automotive culture through accessible, entertaining content. Across YouTube, Instagram and TikTok, Refurb has built a combined following of roughly 2.4 million by resurrecting abandoned muscle cars on a budget, pairing real mechanical skill with self-deprecating humor and an unpredictable storytelling style that stands apart from typical tutorial content. His authentic craftsmanship, humor and consistent output has made him a fresh, relatable entry point into car culture for a broad audience, the kind of positive, enthusiast-driving impact this award recognizes.   

SEMA Hall of Fame: Jay Leno

Inducted into the SEMA Hall of Fame earlier this year, Jay Leno was on hand to receive his Hall of Fame jacket and addressed the crowd with friend and fellow car-loving comedian, Tim Allen. 

A passionate advocate for the automotive community and a high-profile car collector and enthusiast, Leno has utilized his platform to promote automotive culture since the early '80s. From spotlighting automotive craftsmanship through his weekly automotive show on YouTube--Jay Leno's Garage--and launching his own line of detailing products--Jay Leno's Garage Advanced Vehicle Care--to being a perennial guest, keynote speaker and award presenter at the SEMA Show in Las Vegas, Leno has amplified the stature of the aftermarket industry and SEMA's global presence.

He's also supporting car culture and enthusiasts with government policymakers, working with SEMA leadership and the SEMA Action Network (SAN) to champion California Senate Bill 1392, known as "Leno's Law," legislation aimed at modernizing the state's smog-check process by creating a rolling 35-year exemption for collector vehicles.

While on stage, Leno shared some words of wisdom and lessons learned during the process of getting his namesake bill signed into law. 

"We went to Republicans and were nice to them. We went to Democrats and were nice to them. We didn't insult anybody, we didn't go in the press, we didn't get any bad feelings going. Then suddenly we had Republican car enthusiasts calling us and Democratic [enthusiasts calling us]," Leno said. "We all got together, we kept it to what we have in common, and we got them all to pass it."

Above all, Leno encouraged the industry to stick together as it encounters whatever obstacles and legislative hurdles may come. 

"We just need to think as a group," he said, "We need to be smart. We need to think as a group. And kill them with kindness." 
 

Robert E. Petersen Lifetime Achievement Award: Tony Stewart

Tony Stewart, the open-wheel, NASCAR and NHRA legend, was presented with this year's Robert E. Petersen Lifetime Achievement Award.

Awarded annually by the Petersen Automotive Museum, the award is named after its founder, Robert E. Petersen, previous recipients of the award include Dan Gurney, Art Chrisman, Carroll Shelby, George Barris, Andy Granatelli, The Ford Family, Vic Edelbrock, Jack Roush, Ed Iskenderian, So-Cal Speed Shop founder Alex Xydias, Dr. Wolfgang Porsche, William Clay Ford Jr., Richard Petty, Wally Parks, Roy Brizio, Don "The Snake" Prudhomme and last year's recipient, Don Garlits. 

"When I was a kid, I just wanted to race," Stewart said after receiving the award. "There should be probably three, four, 500 people up here standing with me because none of the journey I've [been on] in 47 years of motorsports has been by myself. It's been with good people, whether it was great car owners, great crew chiefs, great team members or great teammates."

Looking toward the future of the sport, Stewart expressed optimism about the next generation entering the automotive industry and motorsports, highlighting youth outreach programs like those run by the NHRA, and sharing his gratitude for the work the industry is doing to secure its future. 

"There are a ton of great kids that are coming into this industry, and they are going to secure our future. You are the future and we're grateful that you're here and doing what you do," he said. "We do have a bright future ahead of us in this industry. [There's a] lot to be proud of and I'm honored to be a part of this with you guys."

SEMA Chair Service Award: California State Senators Tim Grayson, Shannon Grove and Dave Cortese

SEMA also recognized three lawmakers who proved to be some of the industry's biggest advocates this year by supporting two crucial pieces of now-signed legislation that will not only help the aftermarket continue to innovate, but protect car culture itself.

Presented by SEMA Board of Directors Chair Melanie White, SEMA recognized California State Senators Tim Grayson, Shannon Grove and Dave Cortese with the SEMA Chair Service Award for their efforts and accomplishments in advocating for the automotive aftermarket.  

Grayson was recognized for authoring Senate Bill 1069, which streamlined the process for aftermarket companies to receive California Air Resources Board (CARB) executive orders, while Cortese and Grove were honored for co-authoring and championing "Leno's Law" (Senate Bill 1392), which reformed smog check requirements for collector vehicles and helps to preserve the state's rich automotive history and culture.

Reflecting on the Industry's Responsibility to Invest in the Future at the 2026 SEMA Industry Honors

During the 2026 Industry Honors, Spagnola also took time to emphasize the industry's responsibility to invest in its future by creating opportunities for the next generation of automotive professionals. 

"Because this is how our industry grows. One opportunity becomes a career. One career becomes a business. That business creates jobs. And more young people get their start," he said. 

"Since 1963, this industry has given a lot of us a great life. Now it's our turn to help somebody else build one." 

Follow SEMA News for 2026 Show Highlights 

The 2026 SEMA Show ends today, Friday November 6. Industry professionals can stay up to date on key announcements, event recaps, award winners and show highlights by subscribing to SEMA News at semanews.com.   

The SEMA Show is the premier global trade show for automotive aftermarket professionals to see thousands of the newest automotive performance products from new and iconic exhibitors, discover the latest product and vehicle trends and develop essential skills. For more information, visit semashow.com.   

By SEMA News Editors

PRO Council Chair Kevin Gillis, PRO Cup Challenge Winner Chelsea Allen of Crush Customs (Marietta, Georgia) and SEMA CEO Mike Spagnola.

The SEMA Professional Restylers Organization (PRO) named Crush Customs of Marietta, Georgia, winner of the 2026 PRO Cup Challenge for its restyled '26 Kia K5. Unveiled at the 2026 SEMA Show in Las Vegas, the winning vehicle was selected for its marketability, creativity, ease of replication and profit potential.

Crush Customs also earned the PRO Cup Challenge People's Choice Award, based on votes from SEMA Show attendees, making Crush Customs the first company in the competition's history to win both awards. In addition to its PRO Cup Challenge honors, Crush Customs was named 2026 PRO Restyler of the Year for its efforts to improve industry standards and advance trends that benefit the restyling industry.

"Crush Customs' Kia K5 represents what the PRO Cup Challenge is all about: a creative, consumer-focused accessory package that restylers and dealerships can successfully bring to market," said Kevin Gillis, chair of PRO. "The competition recognizes builds that go beyond appearance to demonstrate real marketability, profitability and the potential for replication. The Kia K5 brings all of those elements together in a package that can help dealers sell vehicles and create new opportunities for restylers."
 

A Custom Car with a Real Impact 

The Kia K5 carries the theme "Pink on Purpose," a Crush Customs initiative developed with dealership partners. For every pink-themed vehicle sold, a portion of the proceeds is donated to the Susan G. Komen breast cancer organization

The vehicle features an Alea interior, XPEL matte paint protection film (PPF) wrap, Crush Customs painted calipers, Race Sport ambient lighting, Seatbelt Planet seatbelt conversion, Wheel X body kit, Luxwood-branded POP edition emblems and rocker trim molding, and an Atokee starlight headliner.

"Crush Customs experienced a big viral moment when we started doing pink interiors, especially through our work with Kia. We saw the impact that pink interiors had in showrooms across the nation, so we elevated the idea for the competition," said Crush Customs Owner and Founder Chelsea Allen. "We hope to keep the momentum going toward the end of the year and continue to be a source of profitability for our dealers and help them sell cars."  

Showcasing the Value of Market-Ready Vehicles

Held annually in the PRO booth (#50237) in the West Hall, the PRO Cup Challenge demonstrates the value of offering market-ready accessory packages that appeal to consumers and can be replicated and sold at scale, rather than one-off builds. Eligible packages must cost no more than $14,500 and require no more than 50 hours to install.

Other 2026 PRO Cup Challenge finalists were Auto Sunroof & Leather ('26 Jeep Gladiator), Automotive Concepts ('27 Toyota Land Cruiser), DPS Automotive ('26 INEOS Grenadier), Pickup Outfitters ('26 Ford F-150) and Restylers Aftermarket Specialist ('26 Ford Maverick).

The PRO Cup Challenge vehicles, including the Kia K5, are showcased in the PRO Booth in West Hall, Booth #50237, at the 2026 SEMA Show.

For information about the SEMA PRO Cup Challenge, visit semapcc.com.

By SEMA News Editors

The final day of the 2026 SEMA Show on Friday, November 6, brings TWO more opportunities to catch the action with SEMA Live Presented by AutoZone. Friday's broadcast wraps up four days of livestreamed coverage with new-product highlights, vehicle features, industry interviews and exclusive coverage of the SEMA Cruise.

Broadcasting 9:00 a.m.–5:00 p.m. PST, SEMA Live returns to the Las Vegas Convention Center campus to connect automotive professionals and enthusiasts worldwide with the people, products and ideas shaping the aftermarket.

Hosted by Chris Jacobs, with reports from JC Fernandez and Christy Lee, the livestream has featured manufacturer reveals, conversations with industry leaders and builders, and live demonstrations from across the Show.

The festivities will continue off the Show floor with the exclusive presentation of the world-famous SEMA Cruise. Coverage for the SEMA Cruise begins at 2:00 p.m. PT on Friday, November 6.

What to Watch on SEMA Live at the 2026 SEMA Show

SEMA Live offers a look at key vehicles, industry conversations and activities taking place throughout the four-day event.

• Industry interviews and special guests: Hear from business leaders, vehicle builders and automotive and motorsports personalities. 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: Get coverage of the competition and the craftsmanship behind some of the Show's standout custom vehicles.
• Expanded Powersports/Side-by-Side (SxS)/Lifestyle section: See coverage of the expanded section, with a focus on the vehicles, products and trends shaping the powersports and side-by-side markets.
• Live demonstrations and outdoor activations: Catch action from the Show's outdoor performance areas and demonstrations.
• SEMA Cruise: Watch coverage of vehicles departing the Las Vegas Convention Center on Friday, November 6.

SEMA Live extends the Show experience beyond Las Vegas, connecting viewers with the people, products and ideas moving the industry forward.

How to Watch SEMA Live

Watch SEMA Live Presented by AutoZone Tuesday, November 3, through Friday, November 6, from 9 a.m.–5 p.m. PST on the SEMA Show's official channels:

• Watch SEMA Live on YouTube
• Watch SEMA Live on Facebook

SEMA Live 2026: Frequently Asked Questions

What is SEMA Live?

SEMA Live Presented by AutoZone is the official livestream covering the 2026 SEMA Show. The broadcast features new-product introductions, custom vehicle reveals, industry interviews, demonstrations and other highlights from the automotive aftermarket's premier trade event.

When does SEMA Live stream?

SEMA Live streams Tuesday, November 3, through Friday, November 6, 2026, from 9:00 a.m.–5:00 p.m. Pacific Standard Time each day.

Where can I watch SEMA Live?

Viewers can watch SEMA Live on the official SEMA Show YouTube channel and Facebook page.

Is SEMA Live free to watch?

SEMA Live is available to watch on the SEMA Show's official YouTube and Facebook channels at no charge. While nothing can replace experiencing the SEMA Show in person, viewers can tune in online for a glimpse of the event.

What will SEMA Live cover?

Coverage includes industry interviews, new products, vehicle reveals, live demonstrations, the SEMA Battle of the Builders competition, the expanded Powersports/Side-by-Side (SxS)/Lifestyle section, and the Friday SEMA Cruise. Scheduled guests include automotive industry executives, custom vehicle builders and well-known automotive and motorsports personalities--watch to find out!

Who hosts SEMA Live?

Chris Jacobs hosts SEMA Live, with reports from JC Fernandez and Christy Lee.

The 2026 SEMA Show is set for November 3-6, in Las Vegas. 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, 2026, on the SEMA Show campus. Secure tickets or learn more at semafest.com.   

By SEMA News Editors

The 2026 SEMA Show isn't just about what was on the convention center floor. Outside the Las Vegas Convention Center, the action was just as impressive, with professional drivers, high-performance builds and motorsports demonstrations putting the automotive aftermarket's capabilities on full display.

From drifting and smoke-filled burnout competitions to off-road demonstrations, ride-alongs and crowds taking in the action, the outdoor activations delivered plenty of horsepower, excitement and unforgettable moments throughout the week.

Check out the gallery for a look at the action that kept the 2026 SEMA Show moving.

RAYS Wheels––Silver Lot 3

RAYS Wheels is offering ride-along experiences with professional drivers in vehicles equipped with the company's performance wheels.

National Motor Fest Smoke Show––Diamond Lot

The National Motor Fest Smoke Show brings horsepower, energy and spectacle to the SEMA Show through an outdoor motorsports burnout competition. The experience puts attendees close to the vehicles, personalities and action that define National Motor Fest.

One Nation Racing Outlaw Series––Diamond Lot

One Nation Racing brought the excitement of the Outlaw Series to the SEMA Show with demos highlighting off-road performance, purpose-built vehicles and driver skill. The activation will give attendees an up-close look at side-by-side performance and the community surrounding off-road motorsports.

OPTIMA Unleashed––Bronze Lot

OPTIMA Unleashed brought the brand's high-performance DNA to life through live drift demos, elite drivers, custom builds and immersive fan experiences. OPTIMA Unleashed includes ride-alongs with professional drivers and demos all day Friday.

Earlier in the week, 100 custom-built race cars competed for the crown of the Ultimate Street Car, the final event at the end of the season-long OPTIMA Ultimate Street Car race series.

For more information about the 2026 SEMA Show, visit semashow.com. Purchase tickets for SEMA Fest, the celebration of music and car culture taking place on Friday, November 6, at semafest.com.   

By SEMA News Editors

The 2026 SEMA Show is firing on all cylinders. From jaw-dropping custom builds and groundbreaking vehicle technology to packed aisles, business connections and can't-miss moments, the automotive aftermarket is taking over Las Vegas. Check out some of the standout vehicles, sights and action from the Show floor as SEMA Week continues through Friday, November 6.

Missed the second day of the 2026 SEMA Show? Catch up on the action with the SEMA Live Day 2 stream, featuring highlights and conversations from the Show floor and beyond. And be sure to subscribe to SEMA News below for daily coverage, industry news and updates throughout the 2026 SEMA Week.

The 2026 SEMA Show is set for November 3-6, in Las Vegas. 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, 2026, on the SEMA Show campus. Secure tickets or learn more at semafest.com.   

By SEMA News Editors

SEMA announced the Top 12 builders in the 2026 SEMA Battle of the Builders Presented by Mothers competition. These builders represent an elite group of individuals who have demonstrated extreme talent, creativity and craftsmanship in modifying cars, trucks and SUVs.

The 2026 SEMA Battle of the Builders Presented by Mothers Top 12 are (by category):

Hot Rod/Hot Rod Truck

• Charles Crews –– '70 Plymouth 'Cuda
• Andy Leach –– '33 Pontiac Vicky
• Eddie Pettus –– '70 Chevrolet Chevelle
   

Sport Compact/Import Performance

• Buddy Hale –– '55 Volkswagen Ghia
• Jordan Henke –– '74 Ford Capri MK1
• Kamaka Pocock –– '56 Rolls Royce Silver Cloud 1
   

Off-Road

• Mark Giambalvo –– '74 Chevrolet K10
• Scott Luscombe –– '85 Chevrolet K10
• Jeremy Wessels –– '69 Ford Bronco
   

Young Guns

• Bryce Adams –– '72 Chevrolet K5 Blazer
• Jesse Rieger –– '69 Ford Mustang
• Dylan Russell –– '99 BMW E36
   

The 2026 SEMA Battle of the Builders Presented by Mothers Top 4 and Bike Builder Shootout winner will be announced in the Battle of the Builders Stage, Central Hall (Booth #24743) on Thursday, November 5, at 3:30 p.m.

By SEMA News Editors 

The 2026 SEMA Show continued Wednesday in Las Vegas, bringing the global automotive aftermarket together to explore new products, emerging technology and ideas that can help businesses grow. From customer experience and artificial intelligence (AI) to market research, Wednesday's educational sessions on the second floor of North Hall offered practical insights for navigating a changing industry. 

In Central Hall, SEMA FutureTech Studio vehicles and live education sessions provided a closer look at new approaches to customization, electrification and advanced manufacturing.

Together, the day's programs and displays reinforced an important message: The value of the SEMA Show extends beyond discovering what's new. It's also about finding ways to turn those insights into smarter business. One example is the unique display in the FutureTech Studio this year: Kuhnhausen Metal Concepts' '66 Chevrolet Corvette named "Serious66" showcased on a BendPak lift. The stunning vehicle won the title of SEMA Best Engineered Vehicle last year and was invited to return for display on a BendPak lift in the FutureTech Studio. SEMA News caught up with Kyle Kuhnhausen, owner of Kuhnhausen Metal Concepts in Creswell, Oregon, who shared how SEMA Garage helped him create real components using the BigRep 3D printer located in the Los Angeles location. Read more about his experience in the FutureTech Studio recap here. 

Education: Making AI Work for the Customer Experience 

If anything was gained from Wednesday's "Stop Losing Sales: Customer Experience in the Age of AI," SEMA Education session, it's that artificial intelligence (AI) can help aftermarket businesses understand customers and improve operations, but technology alone won't create customer loyalty.  

Jeni Bukolt of HAVEN Creative shared three principles of customer experience: clarity, certainty and consistency.  

Customers need to understand what a business offers (clarity), trust that it will deliver on its promises (certainty) and receive a reliable experience at every interaction (consistency). 

"If you are confused about what you sell, your customer is too," was one of the session's key reminders. Rather than trying to appeal to everyone, businesses should focus on what they do best and communicate that value clearly. 

AI can help companies collect and interpret customer data, identify friction points and streamline routine tasks. But Bukolt emphasized that human connection is what builds customer confidence. 

Consistency can be particularly challenging as businesses grow. More employees and departments can create disconnected customer experiences, with different teams providing different answers or asking customers for the same information multiple times. Bukolt encouraged businesses to map the entire customer journey and examine every touchpoint, from websites and ordering processes to product information, brochures and installation instructions. 

Her advice: Automate the routine, but own the relationship with the customer. Use AI to make the process easier and people to make the experience better. 

Bukolt also encouraged attendees to ask customers what they wish they had more of, then follow through on the answers. Businesses can start identifying problems before customers encounter them through the free assessment at FindTheFriction.ai, a website created by Bukolt's HAVEN Creative. 

Education: Building Systems That Support Aftermarket Business Growth 

Growth creates opportunities, but scaling a business requires more than increasing sales. During "Build to Grow: A Strategic Framework for Scaling Automotive Businesses," Becca Zanders and Tony Zanders of D6 Elements discussed the importance of building repeatable systems that allow companies to delegate work, maintain consistency and expand operations. 

Standard operating procedures (SOPs) are central to that process. Every SOP should establish a repeatable process that supports delegation and consistent execution as a company grows. Without documented workflows, businesses can become overly dependent on individual employees and informal processes that are difficult to maintain as teams expand, they said. 

The presenters also addressed internal controls and the importance of sound hiring practices. Responding to a question about employee embezzlement, they pointed to background checks and hiring procedures as important starting points, followed by clear workflows and processes that help protect the business. 

Education: Manage the Friction Between Family and Business 

For family-owned automotive businesses, growth and day-to-day operations can also put pressure on personal relationships. In "Managing the Friction: Balancing Family Dynamics and Business Decisions," powered by the Automotive Restoration Market Organization (ARMO), Amy Fitzgerald of Cool Hand Customs discussed the importance of establishing boundaries between work and home. 

Fitzgerald described the effort to close the shop around 6:00 p.m. and leave the workplace behind, even when business tasks––such as researching parts or working on a computer––can easily follow owners home. 

Making time to be together as a couple, rather than only as business partners, is part of maintaining that balance. While the work may not always stop at closing time, setting boundaries can help family members preserve time away from the business. 

Explore the Technology Shaping the Aftermarket 

The ADAS Showcase and FutureTech Studio gave attendees a closer look at emerging automotive technologies and their implications for the aftermarket. From advanced driver-assistance systems (ADAS) to electrification, 3D scanning and additive manufacturing, the displays highlighted new tools, technologies and vehicle applications shaping the industry's future. 

The FutureTech Studio also featured a range of standout builds, including a Rivian collaboration, a modified Chevrolet Monte Carlo, a Mercedes-Benz with an LS swap, Kuhnhausen Metal Concepts' '66 Chevrolet Corvette featuring 3D-printed components and Rezvani's apocalyptic-looking vehicle dubbed "The Tank." 

Read the complete details in this recap story here. 

The displays and builds offered a firsthand look at how advanced automotive technology, innovative fabrication and aftermarket customization are shaping the future of the industry.

Missed the second day of the 2026 SEMA Show? Catch up on the action with the SEMA Live Day 1 stream, featuring highlights and conversations from the Show floor and beyond. And be sure to subscribe to SEMA News below for daily coverage, industry news and updates throughout the 2026 SEMA Week. 

The 2026 SEMA Show is set for November 3-6, in Las Vegas. 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, 2026, on the SEMA Show campus. Secure tickets or learn more at semafest.com.