By SEMA News Editors

 

For enthusiasts who have dreamed of owning a genuine race car, Honda Racing Corporation USA (HRC US) has opened a new avenue to make it happen.

The HRC Heritage Racing Program offers historic Honda and Acura race cars for purchase, along with factory-backed restoration, service and trackside support. The goal is to return significant race-winning machines to the track while preserving their original character.

The first car offered through the program is the No. 26 XM Satellite Radio AGR Acura ARX-01a, a V8-powered endurance racer that won the LMP2 class at the 2007 12 Hours of Sebring in its debut race. Dario Franchitti, Bryan Herta and Tony Kanaan shared the winning drive.

The ARX-01a was the first purpose-built Acura endurance racer and the first car and engine designed and developed by HRC in the United States. It will be displayed at The Quail, A Motorsports Gathering, during Monterey Car Week.

Built to Race Again

HRC's approach goes beyond cosmetic restoration. Each car is completely disassembled and rebuilt using original homologation documents, engineering notes, photographs and technical data from HRC's archives.

New and reconditioned components are used throughout the rebuild, while select safety and electronic updates help make the cars more practical for modern historic racing. Engines are rebuilt at HRC US headquarters in Santa Clarita, California, and every completed car is track tested.

Owners also can receive HRC engineering and trackside support to help get their cars back into competition.

The program grew from several recent HRC restoration projects. Among them are four Acura ARX-05 DPi cars that have been restored for competition in IMSA's Historic SportsCar Racing Series. HRC also restored the 2010 Acura ARX-01c "Strakka Racing" Le Mans LMP2 winner and helped prepare a 2001 Reynard 01i raced by Gil de Ferran for Team Penske.

Another notable car currently available is Acura NSX GT3 Chassis No. 5. The "Lady Liberty" car is the winningest NSX GT3 ever, recording 38 class victories along with manufacturers', drivers' and teams' championships between 2017 and 2023.

HRC currently is concentrating on historic endurance racers, with plans to expand the Heritage Racing Program to additional Honda-powered IndyCar machines.

Get the complete details at HRC Heritage Racing.

 

By SEMA News Editors

 

Your booth isn’t the only place your brand can make an impression at the 2026 SEMA Show, November 3-6, in Las Vegas.

There’s still time to put your build in the spotlight through the Feature Vehicle Display program, giving exhibitors a powerful opportunity to turn heads, attract attention and get their products noticed across the show floor. Featured vehicles can serve as rolling billboards for your brand, generating additional booth traffic, creating valuable face-to-face connections and showcasing your products in an eye-catching, real-world application.

Approved vehicles will also be promoted through the SEMA Show app with key details about the build, products, builder and sponsoring exhibitor, extending your reach to attendees beyond the display itself. Although the July 31 deadline has already passed, SEMA is still accepting applications. Any entries submitted will be reviewed at the end of September or as space allows, so there’s still an opportunity to put your brand––and your best build — in the spotlight.

Don’t miss the chance to take advantage of one of your biggest marketing tools at SEMA Show 2026.

Details on the program and how to apply can be found here or in the "Vehicle/Car Display Opportunities" section of semashow.com/esm.

Approved applicants who submitted on or before July 31 will receive an approval and confirmation email on August 28. Applications who submit after the July deadline are subject to approval at the end of September, or as space allows.

 

SEMA Show Deadlines List for Exhibitors

As automotive aftermarket professionals prepare to descend on Las Vegas for the 2026 SEMA Show, November 3-6, it's important for exhibitors to keep critical deadlines and checklists in mind.

To help your brand prepare to connect with dedicated buyers, influencers, dealers and automotive professionals, SEMA has compiled exhibitor resources to help you track upcoming deadlines and stay on budget.

This all-encompassing checklist provides a breakdown of deadlines for booth orders, rentals, booth vehicle applications, celebrity appearance notifications and more key dates, some of which are also detailed in this article below.

View the SEMA Show deadlines checklist.

 

Upcoming Key Exhibitor Deadlines for the 2026 SEMA Show

Be sure to check out the complete list of deadlines for more dates and important deadlines critical for your success as a SEMA Show exhibitor.

• August 14: Press/Media Conference Application and SEMA Show Directory listing information due.
• August 21: SEMA Show Directory ad space reservations due (materials due August 27).
• August 28: Celebrity Appearance Notification due (to be included in printed materials).

 

SEMA Show Budget Checklist

This checklist allows exhibitors to keep track of all costs––like exhibit design, booth services, freight/material handling, labor and miscellaneous fees. Simply input the exhibiting company name for a personalized form.

View the SEMA Show budget checklist.

One of the best ways to save is to place orders with the Freeman event agency before the "advance rate" deadline on October 1.

Don't forget that the Exhibitor Services Manual is a one-stop shop for all things related to exhibiting at the SEMA Show. It contains everything companies need to know to exhibit like a pro, including the deadline and budget checklists.

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 Ashley Reyes

 

Specialty automotive parts companies are facing a shortage of skilled talent. At the same time, hundreds of engineering students are preparing to graduate and looking for their first professional opportunity.

Both sides face a common challenge, but one event is helping SEMA members bridge the gap: The Emerging Trends & Technology Network (ETTN) Career Fair, taking place at the SEMA Garage Detroit on Saturday, September 26. Company registration is open now.  

The ETTN Career Fair offers aftermarket employers a free opportunity to meet face-to-face with students who are passionate about careers in the automotive aftermarket.

Why Companies Should Attend

• Connect directly with future engineers who are passionate about vehicles, innovation and technology.
• Promote career opportunities and open positions.
• Build relationships with emerging engineers and technical professionals.
• Support workforce development within the aftermarket industry.
• Network with other aftermarket professionals and industry leaders in attendance.  

If your company is searching for future automotive engineers who are work-ready, eager to learn, and want to contribute to a growing and passionate industry, the ETTN Career Fair is a valuable opportunity to meet motivated students and build your future workforce.

 

By Ashley Reyes

The SEMA Professional Restylers Organization (PRO) named Alea Leather Specialist Inc. as the council's newest spotlight member. Get to know the company's story in the SEMA News interview with Alea Leather Specialist, Inc.'s senior sales manager, Chase Harvey, below.  

SEMA News: Tell us the story of your shop.  

Chase Harvey: Our journey in the US market began in 2007 when we identified a massive, untapped opportunity in the aftermarket interior space. At the time, the market was flooded with standard, ill-fitting slip-on covers, but there was a distinct gap for premium, factory-fit leather replacements.

Capitalizing on over a decade of success and deep manufacturing expertise servicing the Hong Kong market since the 1990s, we established our US operations to distribute Alea Leather products. We set out with a clear mission: to bring high-quality, automotive-grade leather interiors to American restylers and enthusiasts who refused to compromise on quality and fitment.

SN: What was your breakthrough moment?

CH: Our breakthrough came in 2016 when our manufacturing facility achieved the highly prestigious International Automotive Task Force (IATF) 16949 Certification. In the automotive world, this isn’t just a badge of honor - it is a rigorous, elite standard that attests to the highest level of quality management and manufacturing excellence. Securing this certification validated our technical superiority, streamlined our global supply chain and instantly elevated our credibility. It bridged the gap between aftermarket innovation and strict OEM standards, opening massive doors for our brand.

SN: Tell us about your business now and the projects that you are working on.  

CH: Today, Alea Leather has grown into one of the top two major leather interior suppliers in the United States. We proudly service the vast majority of premium restylers across the nation, supporting them with high-end materials and precision-engineered interior kits.

As we continue to scale, our business is evolving rapidly. A major milestone for us is our successful expansion into the OEM space, where we have begun directly delivering our products to major car manufacturers in the US. Currently, we are heavily focused on expanding our production kit catalog with fresh, cutting-edge aesthetic patterns to stay ahead of changing automotive design trends. We are also expanding our regional team footprint and upgrading our internal platforms to ensure our nationwide customer service and technical support remain as premium as our products.

SN: Tell us about a package/product your of which you are most proud.

CH: We take immense pride in our long-standing collaboration on the custom leather seat packages for the iconic Black Widow trucks. The Black Widow brand is legendary in the custom truck aftermarket, synonymous with aggressive styling and uncompromising luxury. Being trusted to design and manufacture the intricate, high-durability, and visually stunning leather interiors for these builds is a true testament to our craftsmanship. Seeing those trucks roll off the line with Alea Leather interiors perfectly captures what we do best: elevating a vehicle's identity from the inside out.

SN: What advice do you have for young professionals contemplating a career in the automotive aftermarket?  

CH: The aftermarket industry is incredibly rewarding, but it moves fast. Our advice to the next generation of industry leaders relies on three pillars:

1. Passion for the industry: You have to love the automotive culture. Passion is what drives innovation and keeps you ahead of changing vehicle trends.
2. Dedication to the craft: Whether you are in design, manufacturing, sales or installation, never stop honing your technical knowledge. Perfection is in the details.
3. Diligence in work ethic: Success in this niche requires resilience, adaptability and an unwavering commitment to quality. If you show up every day ready to outwork the spreadsheet and deliver real value, the industry will notice.

 

Fill out a PRO member spotlight form to highlight how you or your company are contributing to the automotive restyling industry. Selected candidates are eligible to be featured on PRO's social media, SEMA News and future PRO-member updates. 

 

By SEMA News Editors

Limited spots remain for September's SEMA Garage Detroit AUTEL ADAS trainings, with an exclusive third day available.

As demand for advanced driver assistance system (ADAS) expertise continues to rise, SEMA Garage is once again partnering with AUTEL to deliver hands-on, in-depth training designed to keep repair professionals ahead of rapidly evolving vehicle technology. These highly sought-after sessions focus on ADAS fundamentals, calibration techniques and proper reporting practices--skills that are becoming increasingly critical as more ADAS-equipped vehicles enter the market.

The next opportunity to participate in this training takes place at SEMA Garage Detroit, where space is limited and registration is filling quickly. SEMA Garage Diamond Bar will host its next AUTEL ADAS training session on Tuesday, September 22, and Wednesday, September 23, with an optional expanded third day of training on Thursday, September 24, at the facility located at 14655 Jib St., Plymouth, MI, 48170. (View on Google Maps here). 

For attendees looking to take their training even further, SEMA Garage now offers an exclusive expanded third day of instruction. The optional Day 3 on September 24 builds on the two-day curriculum by applying diagnostics, decision-making and liability awareness to real-world ADAS calibration scenarios. Rather than standalone lectures, participants work through hands-on exercises designed to reinforce confidence and accuracy in the field. To participate, select the "3-Day" option when registering on the Autel website. Note: The "Day 3" option requires an additional fee. 

How to Reserve Your Spot 

👉 Reserve your spot now at the Autel Academy website by: 

• Visiting autel.us/autel-academy.
• Select ADAS TRAINING.
• Navigate to the "Detroit" tab, and click REGISTER.

Previous SEMA Garage AUTEL training sessions sold out quickly, and organizers encourage early registration, especially for the limited-capacity Detroit event.

Want more details? Read a recap article here, or reach out to Autel via email to academy@autel.com or visit autel.us/autel-academy for details.

 

 

By SEMA News Editors

 

SEMA has officially opened entries for the 2026 SEMA Battle of the Builders Presented by Mothers, introducing a new Motorcycle category and the all-new SEMA Battle of the Builders: Bike Builder Shootout. 

 

For more than a decade, SEMA Battle of the Builders has recognized the industry’s most talented vehicle builders, providing a platform to showcase the creativity, craftsmanship and innovation behind some of the most innovative custom builds in the world. For 2026, the competition will expand its reach to include motorcycles, giving custom bike builders a dedicated opportunity to compete and earn recognition on the industry’s biggest stage. 

 

"Motorcycles have always been a vital part of the customization community, and we're excited to officially bring these builders into the SEMA Battle of the Builders spotlight," said SEMA Vice President of Marketing RJ de Vera. "The Bike Builder Shootout creates a new platform for motorcycle builders to showcase their craftsmanship, creativity and passion while competing alongside some of the most talented custom bike builders in the industry."

 

The new SEMA Battle of the Builders: Bike Builder Shootout will feature a dedicated Motorcycle competition recognizing standout custom bikes from builders across the country. Entries will be evaluated by a panel of motorcycle industry experts based on craftsmanship, design innovation and overall execution.

 

The inaugural judging panel will include Zach Ness of Arlen Ness Motorcycles, Jeff Holt of V-Twin Visionary and Pat Patterson of Led Sled Customs, three respected leaders in the custom motorcycle community with decades of combined experience building, designing and promoting motorcycle culture. 

 

Motorcycle judges will review submissions before selecting the Top 10 finalists. Those finalists will then help determine the Top 3 category winners and select the overall Bike Builder Shootout champion, creating a competition judged by the builders and industry experts who understand the craft firsthand. 

 

"The motorcycle community has always been built on creativity, craftsmanship and a passion for creating something unique," said Judge Chairman Bob Kay. "The Bike Builder Shootout gives builders a dedicated platform to showcase the time, skill and innovation behind their machines while being recognized alongside some of the most talented builders in the industry. We're excited to be part of a program that celebrates the people pushing motorcycle customization forward."

 

The new Motorcycle category joins the four existing automotive competition classes: Hot Rod & Hot Rod Truck; 4 Wheel Drive & Off-Road; Sport Compact, Import Performance, Luxury & Exotic; and BF Goodrich Young Guns. Automotive finalists will continue to compete in their own competition and will have a separate Battle of the Builders overall winner. 

 

The expansion into motorcycles reflects SEMA's continued commitment to growing opportunities across the specialty equipment industry and expanding the powersports presence at the SEMA Show. As SEMA continues to develop its powersports footprint, the Bike Builder Shootout highlights the innovation, craftsmanship and creativity driving the future of customization. 

 

Attendees at the 2026 SEMA Show will be able to experience the Bike Builder Shootout and Battle of the Builders competition live in Center Hall, which will showcase some of the most innovative vehicles and builders in the industry. Registration details for the SEMA Show are available at semashow.com/register.  

 

The 2026 SEMA Battle of the Builders Presented by Mothers will take place during the SEMA Show, Nov. 3–6, 2026, in Las Vegas. For more information or to enter, visit semabotb.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 or visit the Registration Resource Center.   

 

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

 

All vehicles* in the United States market will be required to implement J1979-2 or J1979-3 automotive standards. What does that mean for you? Are you ready? Do new vehicle cybersecurity standards have you stuck in park? Many SEMA members and OEMs are working on these challenges.  

 

SEMA Garage-Detroit is proud to host DG Technologies for a technical workshop on August 24, 2026.

Join us at 12:00 p.m. EDT for a light lunch and networking, immediately followed by the technology workshop and hands-on exercises. Learn more about these topics and get answers to your advanced vehicle protocol questions from Mark Zachos, president of DG Technologies. Zachos is a J1979-2/3 expert, SAE fellow and past chair of SAE's Detroit Section, and director of vehicle cyber engineering at The University of Detroit Mercy.

 

Zachos will take you through the software-defined diagnostic standard and the basics of access control features based on J1979-2/3 standards for compliance and integration. He will also provide insights into cybersecurity principles for modern vehicle networks.

 

Model-year '27 vehicles in the United States market will become even more software-dependent and access-controlled. Understanding OBDonUDS is critical for compliance, integration, development, secure diagnostics and long-term aftermarket reliability. Knowing these standards will help you solve problems and save you time.

 

* SAE J1979-2 (OBDonUDS) becomes mandatory for all internal combustion vehicles by model-year '27, and SAE J1979-3 (ZEVonUDS) is required for all zero-emissions vehicles (ZEVs) by 2027, with some exceptions.

 

Workshop Highlights include:

• Background of SAE J1979 classic, emissions compliance and global diagnostics.
• Key distinctions and use cases for J1979-2 (Updated OBDonUDS) and J1979-3 OBD diagnostic test modes for ZEVonUDS.
• Defined information on Over-the-Air (OTA) updates, DoiP and Secure Gateway Modules.
• Cybersecurity implications of diagnostic data access in modern vehicle networks.

 

To register, go to https://www.dgtech.com/product/sema-registration. Reserve today; seats are limited!

Date: August 24

Where: 14655 Jib St., Plymouth, MI 48170

Time: 12:00 p.m. EDT

Instructor: Mark Zachos

Register before August 24.

Questions? Contact: Tyler McCurry at tmccurry@dgtech.com or 248-888-2000 x312

By Ashley Reyes

 

Automotive restyling professionals still have time to register for the SEMA Professional Restylers Organization (PRO) virtual general membership meeting and AI panel discussion, taking place Tuesday, August 25, at 10:30 a.m. PDT/1:30 p.m. EDT.

 

This session will kick off with a brief update on PRO member resources, events planned for the 2026 SEMA Show and the PRO Cup Challenge, before transitioning into a panel discussion on how automotive restylers can effectively apply artificial intelligence (AI) to their business.

 

Moderated by Jesse Stoddard of AutoStyle Marketing, the session will feature panelists Grant Evans of Ecoological and Noah Rhodes of AutoStyle Marketing. Together, they will share strategies for implementing AI to increase revenue, save money and save time.

 

You'll learn how to use AI for: 

• Improving customer communication and follow-up
• Creating marketing content faster
• Organizing SOPs and team knowledge
• Supporting sales and operations workflows
• Helping customers visualize upgrades before they buy

 

As AI continues to transform how restyling businesses and shops operate, now is the time to secure your spot and gain a competitive advantage. 

 

Register now.

By SEMA News Editors 

 

Attending the 2026 SEMA Show is already a smart investment: instead of taking multiple trips to meet suppliers, evaluate new products, attend training and network with industry leaders, attendees can accomplish it all in one place, November 3-6 in Las Vegas. 

 

And with a little planning, savvy Showgoers can stretch their budgets even further. From discounted travel and hotel rates to included education sessions and complimentary member amenities, here are some of the best ways to maximize a return on investment at the SEMA Show. 

 

Register Early and Build an Agenda for the SEMA Show

 

One of the easiest ways to save is simply registering before prices increase. The next registration deadline is Friday, September 25, when attendee badges increase from $75 to $100. 

 

When securing a SEMA Show registration, don't overlook SEMA Education, featuring dozens of complimentary sessions available to be added to a badge in just a few clicks. For those already registered, events and sessions can be added or modified in the Registration Resource Center. 

 

This year's SEMA Show features dozens of expert-led education sessions, with most included in a Show registration. Reserve seminars in advance to build a schedule around the topics most relevant to your business and avoid missing popular presentations. 

 

Read more: Explore the full SEMA Education schedule and reserve sessions. 

 

Book Through the Official SEMA Show Hotel Block 

 

SEMA Showgoers don't have to choose between earning hotel rewards and securing the best rates. 

 

Attendees who book through the official SEMA Show hotel block managed by onPeak can earn eligible hotel loyalty rewards points while taking advantage of the lowest possible rates, flexible reservation policies and convenient access to Las Vegas' top hotels. 

 

The SEMA Show team negotiates discounted hotel rates exclusively for attendees, often below publicly available pricing, and participating reservations are backed by price-match protection. 

 

Read more: Discover the benefits of booking through the official SEMA Show hotel block. 

 

 

Save on Transportation: Airfare and Las Vegas Monorail and the Las Vegas Loop 

 

SEMA Show attendees can take advantage of exclusive airfare discounts through participating airlines Alaska Airlines, Delta Air Lines, Southwest Airlines and United Airlines to help get them to Las Vegas. 

 

In addition, the Las Vegas Monorail provides quick access to the SEMA Show at the Las Vegas Convention Center (LVCC) and the Vegas Loop also offers low-cost paid routes to connect nearby resorts: Resorts World Las Vegas and Westgate Las Vegas and Encore/Wynn. 

 

Read more: Find airline discount codes, Monorail savings and transportation details before booking a trip. 

 

 

Take Advantage of SEMA Membership Perks

 

SEMA members have access to the Members Lounge (North Hall room N251), providing a comfortable environment away from the activity of the Show floor with complimentary coffee, internet and printer access, device charging stations, comfortable seating, networking opportunities and more. 

 

Members can also reserve private meeting rooms, helping maximize every minute of the week. 

 

Read more: One of the best-kept secrets at the SEMA Show is reserved for members. 

 

 

Tell Your Customers and Followers You're Attending SEMA

 

One of the easiest ways to maximize your SEMA Show is to sharing plans on social media or through email. This can help customers, prospects and industry partners schedule time to meet with you during the week. 

 

SEMA offers free Digital Tools, including ready-to-post social media graphics, copy templates and logos that make it easy to promote your attendance. Download the assets, announce where you'll be and start filling your calendar before you get to Las Vegas. 

 

Discover the free digital tools and let your customers know you're in for the SEMA Show. 

 

Maximize the Return on Investment at SEMA

 

Schedule appointments with customers, suppliers and prospects before heading to Las Vegas to accomplish more in fewer days. Then use the SEMA Show floorplan--and the SEMA Show mobile app when it becomes available--to map a route across the LVCC that makes sense and avoids backtracking. 

 

And don't forget to utilize the on-campus Vegas Loop. It's a free-of-charge underground transportation system of approximately 2 mi. of tunnels accommodating a fleet of zero-emissions Tesla vehicles. Since it's designed to transport more than 4,400 attendees per hour between five stations across the 200-acre LVCC, Showgoers can't beat the convenience of this service.  

 

Attending SEMA With Your Team to Maximize ROI 

 

Companies sending a team of employees to the SEMA Show can multiply the value of the trip by dividing responsibilities. 

 

Assign team members to different product categories, education tracks or exhibitor appointments, then share notes after the Show. This way, a team can cover more ground without duplicating efforts. 

 

Like any good investment, the more thoughtfully you plan your SEMA Week, the greater the return. 

 

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.  

 

From the SEMA Washington, D.C., office

 

Ahead of a critical August 17 business meeting, the California Energy Commission (CEC) has placed on the agenda its proposed replacement tire efficiency regulations, bringing the controversial regulation one step closer to final adoption. 

 

• TAKE ACTION: SEMA is urging automotive aftermarket businesses, tire manufacturers, retailers and enthusiasts to participate remotely and tell commissioners how the proposal could affect tire affordability, consumer choice and access to specialty tires. 

 

The CEC in July revised its initial proposal, following months of opposition from SEMA and a broad coalition of industry stakeholders. Those changes delayed implementation and created or expanded exemptions for several specialty-tire categories, including competition tires, qualifying winter tires and certain large off-road tires.  

 

However, significant concerns remain. Among them, SEMA remains troubled by the regulation's potential for increasing tire costs, while reducing the range of affordable replacement tires available to California consumers. Additionally, the proposed competition-tire exemption remains too narrow and could leave legitimate motorsports tires subject to standards designed for ordinary passenger tires. 

 

Make Your Voice Heard 

 

The Monday, August 17, CEC business meeting will be held from 10:00 a.m. to 3:00 p.m. PDT.  

• Members of the public may participate remotely through Zoom (Meeting ID: 886 5692 5780; Passcode: energy) 

 

SEMA encourages industry members to join the meeting and respectfully urge commissioners to address the regulation's remaining impacts on consumers, small businesses and specialty tire availability before moving forward. 

 

For more information or assistance preparing comments for the meeting, contact SEMA Senior Director of State Government Affairs Christian Robinson at christianr@sema.org. 

 

Image courtesy of Shutterstock | Flystock