From the SEMA Washington, D.C., office

 

U.S. Representative Diana Harshbarger (R-Tenn.) has been appointed co-chair of the Congressional Automotive Performance and Motorsports Caucus, an important, bipartisan group of lawmakers whose legislative work reflects their unwavering support for America’s car culture and the automotive aftermarket and motorsports industries. 

 

As co-chair of the caucus, Rep. Harshbarger will partner with Rep. Sanford Bishop (D-Ga.) to educate lawmakers on policies affecting automotive enthusiasts, racers, aftermarket businesses and the broader motorsports ecosystem. 

 

"Motorsports and automotive performance are woven into the fabric of American culture and support an industry that drives innovation, fuels small businesses, and sustains more than a million jobs across the country," said Rep. Harshbarger. "From manufacturers and suppliers to racers, collectors and enthusiasts, this industry represents the ingenuity and craftsmanship that make America exceptional. I'm honored to serve as Co-Chair of the Congressional Automotive Performance and Motorsports Caucus alongside Congressman Bishop, and I look forward to working in a bipartisan way to support an industry that means so much to our economy and to communities like ours in East Tennessee."

 

SEMA applauds this announcement, hailing Rep. Harshbarger as a tireless advocate for the interests of aftermarket small businesses and automotive enthusiasts nationwide. 

 

"Rep. Harshbarger understands the economic and cultural importance of America's automotive aftermarket industry and enthusiast community," said SEMA CEO Mike Spagnola. "Her leadership and commitment to supporting small businesses, manufacturing, and consumer choice make her a strong advocate for our industry and the millions of Americans who live their best lives through their cars and trucks."

 

Congresswoman Harshbarger's appointment comes at an important time for the nation's automotive performance industry, which delivers an annual economic impact of $337 billion to the U.S. economy and supports over 1.3 million American jobs.  

 

Congresswoman Harshbarger is leading the effort to secure passage of the "ADAS Functionality and Integrity Act" (H.R. 6688), her bipartisan bill that would protect American vehicle owners' right to modify vehicles with Advanced Driver Assistance Systems (ADAS). The bill requires the National Highway Traffic Safety Administration to study the impact of vehicle modifications on safety systems and empowers the agency to publish guidelines to ensure that life-saving technology, such as automatic emergency braking, continues to work as designed after a vehicle has been modified. 

 

SEMA looks forward to working with Rep. Harshbarger, Rep. Bishop and caucus members to advance policies that protect consumer access to automotive customization, support domestic manufacturing and preserve the future of motorsports and enthusiast activities nationwide. 

 

About the Congressional Automotive Performance and Motorsports Caucus and Motorsports Caucus

 

The Congressional Automotive Performance and Motorsports Caucus is a forum for lawmakers to engage on issues impacting vehicle customization, motorsports competition, automotive innovation and the specialty-equipment marketplace. 

 

Formed in 1996 to celebrate the 100th anniversary of the American automobile, the bipartisan Congressional Automotive Performance and Motorsports Caucus reflects America's always-growing love affair with the automobile and motorsports. The SEMA-supported Congressional Caucus helps shine a spotlight on the significant economic and cultural contributions of the automotive performance and motorsports industries, as well as the innovation delivered by small businesses and manufacturers from every corner of the U.S. The honorary caucus also recognizes the important role that modifying vehicles and racing play in our daily lives, through advancements in safety, performance, and customization that support the various needs of families and businesses.

 

To sign up for updates from SEMA Action, visit semahq.org.

 

From the SEMA Washington, D.C., office

 

U.S. Representative Diana Harshbarger (R-Tenn.) has been appointed co-chair of the Congressional Automotive Performance and Motorsports Caucus, an important, bipartisan group of lawmakers whose legislative work reflects their unwavering support for America’s car culture and the automotive aftermarket and motorsports industries. 

 

As co-chair of the caucus, Rep. Harshbarger will partner with Rep. Sanford Bishop (D-Ga.) to educate lawmakers on policies affecting automotive enthusiasts, racers, aftermarket businesses and the broader motorsports ecosystem. 

 

"Motorsports and automotive performance are woven into the fabric of American culture and support an industry that drives innovation, fuels small businesses, and sustains more than a million jobs across the country," said Rep. Harshbarger. "From manufacturers and suppliers to racers, collectors and enthusiasts, this industry represents the ingenuity and craftsmanship that make America exceptional. I'm honored to serve as Co-Chair of the Congressional Automotive Performance and Motorsports Caucus alongside Congressman Bishop, and I look forward to working in a bipartisan way to support an industry that means so much to our economy and to communities like ours in East Tennessee."

 

SEMA applauds this announcement, hailing Rep. Harshbarger as a tireless advocate for the interests of aftermarket small businesses and automotive enthusiasts nationwide. 

 

"Rep. Harshbarger understands the economic and cultural importance of America's automotive aftermarket industry and enthusiast community," said SEMA CEO Mike Spagnola. "Her leadership and commitment to supporting small businesses, manufacturing, and consumer choice make her a strong advocate for our industry and the millions of Americans who live their best lives through their cars and trucks."

 

Congresswoman Harshbarger's appointment comes at an important time for the nation's automotive performance industry, which delivers an annual economic impact of $337 billion to the U.S. economy and supports over 1.3 million American jobs.  

 

Congresswoman Harshbarger is leading the effort to secure passage of the "ADAS Functionality and Integrity Act" (H.R. 6688), her bipartisan bill that would protect American vehicle owners' right to modify vehicles with Advanced Driver Assistance Systems (ADAS). The bill requires the National Highway Traffic Safety Administration to study the impact of vehicle modifications on safety systems and empowers the agency to publish guidelines to ensure that life-saving technology, such as automatic emergency braking, continues to work as designed after a vehicle has been modified. 

 

SEMA looks forward to working with Rep. Harshbarger, Rep. Bishop and caucus members to advance policies that protect consumer access to automotive customization, support domestic manufacturing and preserve the future of motorsports and enthusiast activities nationwide. 

 

About the Congressional Automotive Performance and Motorsports Caucus and Motorsports Caucus

 

The Congressional Automotive Performance and Motorsports Caucus is a forum for lawmakers to engage on issues impacting vehicle customization, motorsports competition, automotive innovation and the specialty-equipment marketplace. 

 

Formed in 1996 to celebrate the 100th anniversary of the American automobile, the bipartisan Congressional Automotive Performance and Motorsports Caucus reflects America's always-growing love affair with the automobile and motorsports. The SEMA-supported Congressional Caucus helps shine a spotlight on the significant economic and cultural contributions of the automotive performance and motorsports industries, as well as the innovation delivered by small businesses and manufacturers from every corner of the U.S. The honorary caucus also recognizes the important role that modifying vehicles and racing play in our daily lives, through advancements in safety, performance, and customization that support the various needs of families and businesses.

 

To sign up for updates from SEMA Action, visit semahq.org.

 

By SEMA News Editors

 

Attendee registration for the 2026 SEMA Show is open. 

 

Set for November 3-6 in Las Vegas, the SEMA Show delivers an attendee experience unlike any other, bringing together thousands of world-class vehicle displays alongside even more of the newest automotive aftermarket products from both emerging and established exhibitors.  

 

The SEMA Show floor serves as the ultimate destination for automotive professionals of all experience levels, backgrounds and areas of focus to convene, share insights and ideas and conduct business for four days straight. 

 

How to Register for the 2026 SEMA Show 

 

Approved attendees can register for a SEMA Show badge at the lowest available rate ($50 per badge) until pricing increases (to $75 per badge) after June 26.

 

In short, the sooner an attendee registers for the SEMA Show, the more they save. But, early registrants can also get a head start on their SEMA Show plan, with access to the Registration Resource Center to print receipts, register a spouse, book hotels, reserve a spot in one of dozens of educational sessions, purchase tickets to events like SEMA Fest, the SEMA Show Kickoff Breakfast, SEMA Industry Honors and more.

 

 

 

How to Save on Your 2026 SEMA Show Hotel Reservations

 

Hotel reservations are open through SEMA's only official housing partner, onPeak. Bookings made in the official SEMA Show block are eligible for hotel loyalty and member programs and are guaranteed to be the lowest possible prices available. That's right: organizers will price-match if you happen to find a lower rate, so there's no downside to booking within the official SEMA Show hotel block at semashow.com/hotel. 

 

 

How to Save on Airfare to Las Vegas for the SEMA Show

 

SEMA Show organizers know travel costs can add up, which is why they've partnered with several airlines to offer exclusive discounts for attendees heading to the 2026 SEMA Show. 

 

With these deals from exclusive SEMA Show partners––detailed at the link below––attendees can take advantage of airfare savings while planning their trip to the industry's premier automotive aftermarket event. 

 

 

SEMA Fest Tickets Now on Sale for 2026

 

SEMA Fest, which has featured headliners Imagine Dragons, Cage the Elephant, Sublime and Queens of the Stone Age, will return to Las Vegas on Friday, November 6, with motorsports, music and car culture. 

 

Tickets are available now for industry members at the lowest available price ahead of the 2026 lineup announcement. Qualified SEMA Show attendees can add SEMA Fest tickets directly through the Registration Resource Center when securing a Show badge.

 

Non-industry friends and family can purchase tickets now at SEMAFest.com, along with passes for the one-day "SEMA Show Friday – Open to the Public," a bucket-list experience for automotive enthusiasts.

 

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, buyer and media registration is now open online. For more information, visit semashow.com. 

 

By Ashley Reyes

 

The Industry Cup Challenge returns to the SEMA Leaders & Legends Gala on Friday, July 24, in Newport Beach, uniting SEMA members for an evening of friendly competition, camaraderie and charitable impact.

 

The event features sponsored pinewood derby cars racing head-to-head in thrilling downhill action. All proceeds support SEMA Cares and its charity partners: Austin Hatcher Foundation, Childhelp and Victory Junction.

 

How the Industry Cup Challenge Works

The Industry Cup Challenge features five divisions: warehouse distributors, manufacturers, media, sales rep agencies and service providers. Each division will compete for the top spot in its category with the winning companies going on to represent that division in an all-out industry race and to be crowned the Industry Cup Challenge champion.

 

The winning company's name will be engraved on the Industry Cup Challenge trophy alongside past champions in a Stanley Cup-style tradition. The winner will hold the trophy for one year before returning it to defend their title at the next Gala.

 

Racing for a Cause

SEMA Cares provides a platform for association members to make a collective, positive impact beyond the automotive community. Through the Industry Cup Challenge, SEMA Cares provides critical resources, care and life-changing experiences for children and families navigating pediatric cancer, abuse recovery and serious medical conditions.

 

Join the Race

Ready to rally your team, connect with fellow industry members and make a difference that will have a lasting impact? Sponsor a pinewood derby car.

 

Sponsorships are $1,000 per company, and all races are officiated by SEMA Cares volunteers.

 

Can't attend the July 24 event in person? No problem. A SEMA Cares volunteer will race your company's pinewood derby car on your behalf, keeping you in the competition no matter where you are.

 

To purchase tickets for the 2026 SEMA Leaders & Legends Gala, the annual celebration honoring SEMA Hall of Fame inductees and recognizing incoming and outgoing members of the SEMA Board of Directors, visit sema.org/gala.

 

By Ashley Reyes

 

Do you know a person who has made an extraordinary impact on the automotive specialty equipment industry? Great, because nominations are now open for the coveted 2026 SEMA Person of the Year Award.

 

Each year, SEMA selects one individual to recognize at the SEMA Show whose passion, leadership and service have made a lasting impact on the automotive aftermarket and the SEMA community. The award celebrates an individual who has not only achieved professional excellence but also contributed their time and energy to advancing industry initiatives, mentored others and fostered collaboration across all levels of the aftermarket.

 

Award-winning qualities include:

• Serving as a catalyst for progress by shaping policy, building meaningful relationships or supporting programs that benefit the entire supply chain. 
• Demonstrating influence that extends beyond their immediate role or organization, touching a wide range of partners, professionals and future leaders.
• Embodying the spirit of volunteerism, integrity, and vision that strengthens the foundation of the industry and inspires those around them to do the same.

 

To be considered, the nominee's contributions must fall within the SEMA fiscal year, July 1, 2025, through June 30, 2026; the candidate must also work in the automotive aftermarket and be employed by a SEMA member company. (SEMA staff or people working under contract for SEMA are not eligible for consideration.)

 

Know of a person who has helped shape the industry's future? Submit your nomination before the Friday, August 15 deadline at sema.org/awards.

 

SEMA is also accepting nominations for more industry awards, including Channel Partner of the Year, Content Creator of the Year, Gen-III Innovator of the Year, Person of the Year and the Visionary 8.

 

2026 SEMA Show to Celebrate the Industry's Best

 

The SEMA Show festivities shift into gear on Tuesday, November 3, with the Kickoff Breakfast, where 15 products will be recognized with New Product Awards alongside top honors for Channel Partner of the Year and Manufacturer of the Year.

 

On Thursday, November 5, the highly anticipated Visionary 8 and SEMA's Best Engineered Vehicle of the Year winner will be announced live at SEMA Central.

 

The momentum will continue during the SEMA Industry Honors, celebrated at the iconic Fontainebleau. This red-carpet-style gathering brings together the industry's biggest names to spotlight standout achievements, including Content Creator of the Year and Person of the Year. 

 

Entries for Best Engineered Vehicle of the Year–– a SEMA Industry Award that recognizes exceptional quality of engineering on a vehicle build––will open in August. Learn more at sema.org/awards. 

 

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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, 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

 

Building a successful restoration business requires world-class craftsmanship and a sound business strategy. To help automotive restoration professionals turn their shops into profitable businesses, the SEMA Automotive Restoration Market Organization (ARMO) is hosting a virtual General Membership Meeting and Panel Discussion on Thursday, June 25, at 10:00 a.m. PT/1:00 p.m. ET.

 

During the general membership meeting, select committee leaders will share brief updates on ARMO's key initiatives and member resources. The event will then transition into a panel discussion, offering attendees a rare opportunity to learn from top restoration shop owners about business best practices.  

 

Moderated by Joanna Agosta Shere, president of Steele Rubber Products, the discussion will feature panelists Amy Beck of Hahn Auto Restoration; Tony D'Antonio of D'Antonio Automotive; and Jesse Henke of JH Restorations LTD. Together, they will share real-life examples of what works, what doesn't and where shops unknowingly lose time and money––and how to fix it.

 

What You'll Learn:

• Foundations of a successful business
• Financial and billing practices
• Efficient workflows and operations
• Client experience and marketing strategies

 

If you oversee project management, cash flow or make important decisions, this session is your chance to connect with and learn from shop owners who have mastered running a profitable and sustainable business. Don't miss it.  

 

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

 

By SEMA News Editors

 

 

The SEMA Businesswomen's Network (SBN) has named Meghan Poirier, chief operations officer at CarCandy Automotive Detail Products, as the network's newest #SheIsSEMA spotlight member.

 

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

 

SEMA News: How many years have you been with your current company and what do you enjoy most about working there? 

Meghan Poirier: I have been in this industry for over 25 years and have enjoyed every year.

 

SN: What is the most challenging part of running your business or job? 

MP: One of the most challenging aspects of running a business is the constant multitasking that happens throughout the day. Business owners often need to handle multiple responsibilities at once, such as managing clients, overseeing operations, handling administrative tasks and making strategic decisions.

 

This nonstop juggling act can be overwhelming and demanding, requiring excellent time management, organization and adaptability. Despite the difficulties, mastering multitasking is crucial for ensuring that all parts of the business run smoothly and efficiently, ultimately contributing to the company's growth and success.

 

SN: How many years have you been in the industry and what was your first industry job? 

MP: I have been with CarCandy for three years, but I have more than 25 years of experience in the industry. I thrive on the challenges the job presents, and what I value most are the relationships I've had the opportunity to develop over the years. These connections are what make the work truly meaningful to me.

 

SN: What are three qualities that got you to where you are today? 

MP: Three qualities that have helped me get to where I am today are integrity, interpersonal skills and the ability to think outside the box. Integrity has built my reputation and earned the trust of colleagues and clients alike. Strong interpersonal skills have enabled me to build meaningful relationships and work effectively within a team. Additionally, my ability to think outside the box has allowed me to find innovative solutions to challenges and seize new opportunities.

 

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

MP: I can remember many years ago, on more than one occasion, I've had clients ask if there was a guy they could speak to. You just have to laugh and hand the phone off.

 

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

MP: Since day one in this industry, I have always looked up to Rick Goldstein, the owner of Wolfstein Pro-Series. Although Rick passed away in 2021, he was a great mentor to me when I was starting. His guidance and example have had a lasting impact on my approach to work and my growth within the industry. In terms of someone whom I admired for their courage, that would be Jessi Combs. She always gave it her all and never minded helping someone else to meet their goals.

 

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

MP: Don't take no for an answer. I believe this mindset encourages you to reevaluate the situation and find alternative approaches to achieving your goals. Persistence and flexibility often open doors that initial setbacks might close.

 

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

MP: It was never my plan to enter this industry; I got into it by accident. However, I would never leave now. The incredible friends I've made and the amazing connections I've built keep me passionate about this industry and motivated to stay.

 

SN: Who was the most influential person on your career/goals? 

MP: Rick Goldstein; I am where I am due to his friendship and support.

 

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

 

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.

 

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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

 

SEMA Show organizers know travel costs can add up, which is why they've partnered with Las Vegas hotels across every price tier to offer the best nightly rates--plus exclusive perks and a simple, affordable booking process. Book now through onPeak, the SEMA Show's official housing partner, to maximize savings on your SEMA Show accommodations.

 

Hotel reservations for the 2026 SEMA Show, November 3-6, Las Vegas, can be made online at semashow.com/hotel.

 

 

The top five benefits of booking your 2026 SEMA Show hotel through our only official partner, onPeak, include:

 

Deep Value and Discounts 

SEMA negotiates the lowest available nightly rates--often below hotel rack rates. Skip the hours of searching online and book directly through onPeak--but don't wait! Visit semashow.com/hotel as early as possible to lock in the best available rates. 

 

Even better, organizers will price-match if you find a lower rate--so there's no downside to booking within the official SEMA Show hotel block.

 

Earn Hotel Rewards Points

Hotel rewards points add up quickly, especially during trade show travel. Reservations made through official SEMA Show hotels are eligible for loyalty programs. Simply enter your rewards number when booking, and you're set.

 

For example, SEMA Showgoers who are already Marriott Bonvoy members (a free program) can earn points by following these steps:

• Book your SEMA Show hotel through onPeak, the official housing provider. Select a Marriott or MGM property.
• Enter your unique Marriott Bonvoy number in the "Hotel Rewards" section upon check-out. 
• IMPORTANT: Provide your Marriott Bonvoy number again at the front desk during check-in.

 

Fully Flexible Booking

Plans change. There are no change fees and no full prepayment required at the time of booking--unlike many other booking channels. You can modify or cancel your reservation without penalty through October 8.

 

Easy Group Bookings 

Book your entire group--large or small--in real time with immediate confirmations. Reserve rooms now and assign guests later.

 

You can select rooms based on preferred travel dates and manage payments for the full group or assign individual payment methods.

 

A Sustainable Hotel Stay 

The official SEMA Show hotel provider, onPeak, offers resources to support more sustainable travel. View hotel sustainability plans at onpeak.com/sustainability and explore additional travel tips at blog.onpeak.com.

 

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 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.