By SEMA News Editors

The 2026 SEMA Show Kickoff Breakfast will launch the industry's premier trade event on Tuesday, November 3, at 7:00 a.m. at the Westgate Hotel Ballrooms. Highlighting the program is an exclusive fireside chat featuring Jay Leno and Harley-Davidson President and CEO Artie Starrs, setting the tone before Show doors officially open.  

This year, Harley-Davidson joins the Show's expanding Powersports, SxS & Lifestyle section in West Hall, a strategic expansion that underscores the growing intersection between the automotive and powersports communities. 

"The SEMA Show Kickoff Breakfast gives attendees an early start on the industry's most critical week of business," said SEMA Vice President of Events Tom Gattuso. "It's a dedicated moment to celebrate the people, products and achievements driving our industry forward, while strengthening the connections that define the SEMA community." 

A central highlight of the Kickoff Breakfast is the presentation of the 2026 SEMA Best New Product Awards, honoring exceptional innovation across 15 categories. Drawn from the New Products Showcase, these awards provide attendees with an advance look at breakthrough technologies shaping today's automotive aftermarket.  

The program will conclude with the announcement of the 2026 SEMA Manufacturer of the Year and 2026 SEMA Channel Partner of the Year awards, honoring two exceptional organizations for outstanding leadership and contributions over the past year.  

"The Kickoff Breakfast is designed to energize attendees for a productive week," said SEMA Trade Show Director Andy Tompkins. "We look forward to uniting the global industry around product discovery, emerging trends and business growth." 

Exhibitor demand for the 2026 SEMA Show have surpassed 1 million net sq. ft. of indoor exhibit space, with more than 2,000 brands preparing to connect with a global audience November 3-6 in Las Vegas. The event remains one of the largest and most influential trade shows in the country, reflecting continued investment and growth across the automotive aftermarket.  

Attendees can also experience signature features such as the New Products Showcase, Battle of the Builders Presented by Mothers High Performance Car Care and SEMA FutureTech Studio, offering a closer look at the trends and technologies influencing the next generation of automotive tools and shop environments. 

The 2026 SEMA Show is part of the broader "SEMA Week" experience, which includes Friday public access and the high-energy SEMA Fest. 

To learn more or register, visit www.semashow.com.  

By SEMA News Editors

This article was originally published on May 21, 2026. View the latest floorplan at semashow.com/floorplan. For the latest information and to register for the 2026 SEMA Show, November 3-6 in Las Vegas, visit semashow.com.

The strength and momentum of the global automotive aftermarket are on full display in the 2026 SEMA Show floorplan, now live on the SEMA Show website. Spanning the full spectrum of specialty equipment, from performance and racing to trucks, SUVs and off-road, powersports, accessories, tools and equipment and emerging technology, the layout reflects an industry continuing to innovate, investing with confidence and preparing to exhibit at this year's Show.

Exhibitor commitments have already surpassed 1 million net sq. ft. of exhibit space and include more than 2,000 brands ready to welcome a global audience to Las Vegas and the newly renovated convention center November 3-6. Through the support and growth of the aftermarket, the SEMA Show consistently ranks as one of the largest and best-attended trade shows in the country. 

The floorplan reflects broad-based participation across segments and makes a clear statement about the specialty-equipment marketplace: companies are innovating, launching and scaling. As the industry continues to evolve, the 2026 SEMA Show is designed to connect buyers with the brands, products and people driving the aftermarket forward.

"The 2026 SEMA Show floorplan reflects a resilient, growing global aftermarket, one that continues to invest in innovation, product development and new customer connections," said SEMA Vice President of Events Tom Gattuso. "What you see on the floorplan is a powerful statement about the industry. Brands are showing up with purpose, and buyers are coming because this is where business gets done and trends take shape."
 

Major OEM Participation Adds Momentum to 2026

The 2026 SEMA Show will feature strong participation from major automakers and performance organizations, reinforcing the event's role as the global meeting place where original equipment manufacturer (OEM) and aftermarket innovation intersect. Participating OEMs for 2026 include Ford Motor Company, Honda Racing Corp. (Honda/Acura), Mitsubishi, Nissan, Stellantis (with representation from Dodge, Jeep and Mopar) and Toyota North America.

"The enthusiast community is central to Ford Motor Company; we are a passion brand in every segment that we participate in. And the way we win with our audience is to meet them where they are, and they're at SEMA," said Ford Customization Executive Director Matt Simpson. "We are thrilled this year to increase our investment and presence at SEMA to show off what we're working on, from our latest Ford Custom Garage offerings, to our growing Ford Racing Parts business, to our heritage crate engines."

"This year, Ford will engage SEMA enthusiasts on a new level, offering consumers unprecedented opportunities to compete and customize directly with Ford," said Simpson. "We invite you to visit our booth to connect with our team and partners and to see firsthand how we are bringing vehicle customization to the masses at an impressive scale."

View OEMs on the 2026 SEMA Show floorplan.
 

Signature Experiences Return, Built for Discovery, Competition and What's Next

A strong floorplan is only part of the story. The 2026 SEMA Show will bring back key experiences that drive product discovery, spotlight craftsmanship and explore emerging trends shaping the industry. The New Products Showcase will highlight the latest launches and solutions across categories. Battle of the Builders will return to celebrate elite vehicle builds and the creativity that defines the aftermarket. The FutureTech Studio will offer a forward-looking window into advanced vehicle technologies and the ideas influencing what comes next for the aftermarket.

"Attendees are going to feel the momentum the moment they hit the halls: more product discovery, more hands-on experiences and a layout that makes it easy to navigate and find the solutions they came for," said SEMA Trade Show Director Andy Tompkins. "Whether you're here to source new products, meet with suppliers or see the industry's best builds and latest tech, 2026 is set up to deliver a week that's productive, energizing and inspiring."

View special features and activations on the 2026 SEMA Show floorplan.

"SEMA Week" Experience: Business First, Public Friday and SEMA Fest Friday Night

The 2026 SEMA Show will anchor a broader "SEMA Week" experience, beginning with the business-focused trade show early in the week, transitioning to public access on Friday, November 6, and concluding Friday night with SEMA Fest, a signature celebration of automotive culture and music that extends the energy of the show beyond the exhibit halls.

Qualified attendees can secure a SEMA Show badge for $50 through June 26. Attendees are also encouraged to make hotel reservations at the guaranteed lowest available rates through SEMA's official hotel provider.

While space is limited, high-quality exhibit locations remain available. Visit semashow.com/exhibitor or email sales@sema.org for more information.

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

This article was originally published on May 21, 2026. View the latest floorplan at semashow.com/floorplan. For the latest information and to register for the 2026 SEMA Show, November 3-6 in Las Vegas, visit semashow.com.

The strength and momentum of the global automotive aftermarket are on full display in the 2026 SEMA Show floorplan, now live on the SEMA Show website. Spanning the full spectrum of specialty equipment, from performance and racing to trucks, SUVs and off-road, powersports, accessories, tools and equipment and emerging technology, the layout reflects an industry continuing to innovate, investing with confidence and preparing to exhibit at this year's Show.

Exhibitor commitments have already surpassed 1 million net sq. ft. of exhibit space and include more than 2,000 brands ready to welcome a global audience to Las Vegas and the newly renovated convention center November 3-6. Through the support and growth of the aftermarket, the SEMA Show consistently ranks as one of the largest and best-attended trade shows in the country. 

The floorplan reflects broad-based participation across segments and makes a clear statement about the specialty-equipment marketplace: companies are innovating, launching and scaling. As the industry continues to evolve, the 2026 SEMA Show is designed to connect buyers with the brands, products and people driving the aftermarket forward.

"The 2026 SEMA Show floorplan reflects a resilient, growing global aftermarket, one that continues to invest in innovation, product development and new customer connections," said SEMA Vice President of Events Tom Gattuso. "What you see on the floorplan is a powerful statement about the industry. Brands are showing up with purpose, and buyers are coming because this is where business gets done and trends take shape."
 

Major OEM Participation Adds Momentum to 2026

The 2026 SEMA Show will feature strong participation from major automakers and performance organizations, reinforcing the event's role as the global meeting place where original equipment manufacturer (OEM) and aftermarket innovation intersect. Participating OEMs for 2026 include Ford Motor Company, Honda Racing Corp. (Honda/Acura), Mitsubishi, Nissan, Stellantis (with representation from Dodge, Jeep and Mopar) and Toyota North America.

"The enthusiast community is central to Ford Motor Company; we are a passion brand in every segment that we participate in. And the way we win with our audience is to meet them where they are, and they're at SEMA," said Ford Customization Executive Director Matt Simpson. "We are thrilled this year to increase our investment and presence at SEMA to show off what we're working on, from our latest Ford Custom Garage offerings, to our growing Ford Racing Parts business, to our heritage crate engines."

"This year, Ford will engage SEMA enthusiasts on a new level, offering consumers unprecedented opportunities to compete and customize directly with Ford," said Simpson. "We invite you to visit our booth to connect with our team and partners and to see firsthand how we are bringing vehicle customization to the masses at an impressive scale."

View OEMs on the 2026 SEMA Show floorplan.
 

Signature Experiences Return, Built for Discovery, Competition and What's Next

A strong floorplan is only part of the story. The 2026 SEMA Show will bring back key experiences that drive product discovery, spotlight craftsmanship and explore emerging trends shaping the industry. The New Products Showcase will highlight the latest launches and solutions across categories. Battle of the Builders will return to celebrate elite vehicle builds and the creativity that defines the aftermarket. The FutureTech Studio will offer a forward-looking window into advanced vehicle technologies and the ideas influencing what comes next for the aftermarket.

"Attendees are going to feel the momentum the moment they hit the halls: more product discovery, more hands-on experiences and a layout that makes it easy to navigate and find the solutions they came for," said SEMA Trade Show Director Andy Tompkins. "Whether you're here to source new products, meet with suppliers or see the industry's best builds and latest tech, 2026 is set up to deliver a week that's productive, energizing and inspiring."

View special features and activations on the 2026 SEMA Show floorplan.

"SEMA Week" Experience: Business First, Public Friday and SEMA Fest Friday Night

The 2026 SEMA Show will anchor a broader "SEMA Week" experience, beginning with the business-focused trade show early in the week, transitioning to public access on Friday, November 6, and concluding Friday night with SEMA Fest, a signature celebration of automotive culture and music that extends the energy of the show beyond the exhibit halls.

Qualified attendees can secure a SEMA Show badge for $50 through June 26. Attendees are also encouraged to make hotel reservations at the guaranteed lowest available rates through SEMA's official hotel provider.

While space is limited, high-quality exhibit locations remain available. Visit semashow.com/exhibitor or email sales@sema.org for more information.

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

SEMA and RACER Network will take automotive enthusiasts behind the scenes of four extraordinary vehicle builds in SEMA Battle of the Builders Presented by Mothers High Performance Car Care, a new four-part docuseries premiering Wednesday, October 7, at 10:30 p.m. EDT on RACER Network. 

Each approximately 25-minute episode follows one of the four class champions from the 2025 SEMA Battle of the Builders Presented by Mothers, revealing the ideas, challenges and craftsmanship that transformed four distinctive vehicles into award-winning builds. The series gives viewers a closer look at the builders, their creative processes and the countless decisions that shaped their vehicles before they competed on the industry's biggest stage. 

The featured builders and vehicles are: 

• Thomas Dickerson, winner of the BFGoodrich Young Guns category, and his '67 Chevrolet C10 
• Tim Franklin and Pete Jackson, winners of the Sport Compact/Import Performance/Luxury/Exotics category, and their '60 Porsche Custom 356 
• Ron Jones, winner of the 4WD/Off-Road category, and his '73 Volkswagen Thing 
• Troy Trepanier, winner of the Hot Rod/Hot Rod Truck category and the overall Best of Show for the 2025 competition, and his '36 Ford-inspired roadster  

"The remarkable vehicles recognized through SEMA Battle of the Builders Presented by Mothers High Performance Car Care are only part of the story. The ingenuity, perseverance and craftsmanship behind them are equally compelling," said SEMA Vice President of Marketing RJ de Vera. "This series takes enthusiasts inside the creative process and introduces them to the builders whose ideas and skills continue to move our industry forward. Working with RACER Network allows us to share those stories with an even broader audience and inspire the next generation of builders." 

"SEMA Battle of the Builders captures the passion and commitment required to create truly exceptional vehicles. Across diverse categories, these four builders demonstrate what is possible in car customization," said CJ Olivares, RACER Group CEO. "This series gives viewers rare access to the vision, obsession and problem-solving it takes to become a champion. Partnering with SEMA to bring these stories to more audiences is an extension of our commitment to celebrating everyone who makes this community special, from the racetrack to the fabrication shop. Whether you turn wrenches or just love great cars, you'll want to watch." 

Four Builds, Four Distinctive Stories 

The series begins with Dickerson and his '67 Chevrolet C10. The BFGoodrich Young Guns category winner executed an extensive custom build that included a fabricated engine bay and truck bed, flush-mounted glass, one-off headlights, a tailored chassis and a fully custom interior. The project reflects Dickerson's commitment to precision and hands-on craftsmanship, with the builder personally carrying the vehicle from concept to completion. 

The second episode follows Jones and the transformation of a '73 Volkswagen Thing into a coach-built, Porsche-powered off-road vehicle. Constructed around a one-off chromoly long-travel tube chassis, the vehicle features hand-built exterior panels and more than 350 machined components. Its combination of performance engineering, design and functionality earned Jones the Off-Road category title.  

Episode three tells the story of Franklin, Jackson and their '60 Porsche Custom 356. Beginning with a Porsche 356B in severely deteriorated condition, the team reshaped the vehicle with contoured bodywork, symmetrical design details, a one-piece aluminum rear deck and an upgraded engine. The result preserved the character of the original Porsche while introducing a fresh design and modern functionality.  

The final episode features Trepanier and Rad Rides by Troy's "Fenderless," a completely scratch-built roadster inspired by a '36 Ford. The team produced the body, chassis, suspension, machined components, paint and interior in-house, redesigning the vehicle's proportions to create a distinctive open-wheel profile. The roadster won the Hot Rod/Hot Rod Truck category before being selected as the overall winner of the 2025 SEMA Battle of the Builders Presented by Mothers. The victory marked Trepanier's second overall competition title following his first Best of Show win in 2017.  

The docuseries illustrates how Battle of the Builders can elevate builders and connect them with opportunities across the industry. "Winning skyrocketed my exposure and presence in the hot rod industry," said Josh Michels, 2022 SEMA Battle of the Builders Young Guns winner and 2025 judge. "I made new connections and gained sponsors." 

About SEMA Battle of the Builders Presented by Mothers 

SEMA Battle of the Builders Presented by Mothers High Performance Car Care is the aftermarket industry's premier vehicle-building competition, providing SEMA Show builders with an international platform to showcase their craftsmanship, creativity and technical expertise. The competition celebrated its 12th year at the 2025 SEMA Show.  

Builders compete in one of four classes: Hot Rod/Hot Rod Truck; Sport Compact/Import Performance/Luxury/Exotic; 4WD/Off-Road; and BFGoodrich Young Guns, which recognizes builders age 29 and younger. A panel of industry judges narrows the field to the Top 40 and then the Top 12. Once the Top 12 are determined, the finalists judge one another's vehicles to determine each class champion and the overall best of show winner.  

The 2025 competition concluded during the SEMA Show in Las Vegas, where Trepanier and his '36 Ford-inspired roadster were named the overall winners. Franklin, Jones and Dickerson round out the competition's four class champions.  

How to Watch 

Episode 1 of "SEMA Battle of the Builders" Presented by Mothers High Performance Car Care will premiere Wednesday, October 7, at 10:30 p.m. EDT on RACER Network, with new episodes premiering the subsequent Wednesday nights at 10:30 p.m. EDT. The entire series will have encore marathon-style broadcasts on Sunday, November 1, starting at 11:30 p.m. EST, Sunday, November 15, at 1:00 p.m. EST, and Sunday, November 22, at 4:00 p.m. EST. 

Viewers can watch "SEMA Battle of the Builders" Presented by Mothers High Performance Car Care on RACER Network, via DirecTV, Charter Spectrum, Optimum and selected other cable providers, as well as via the RACER+ streaming app, which is available in the Apple App Store, Google Play Store, ROKU, Amazon Prime and select other connected devices. 

The 2026 SEMA Show and the next Battle of the Builders competition will take place November 3-6 in Las Vegas as part of the broader "SEMA Week" experience, which includes public access on Friday and the high-energy SEMA Fest. 

To learn more or register, visit semashow.com. 

By SEMA News Editors

The SEMA Show, November 3-6 in Las Vegas, is more than the industry's largest gathering of automotive professionals, builders and enthusiasts. It's also part of a broader effort to protect the businesses, careers and freedoms that keep the automotive aftermarket moving. Register for the 2026 SEMA Show here and watch the video above for a closer look at how SEMA's advocacy efforts help protect what drives the automotive aftermarket.

The freedom to build, modify and enjoy vehicles doesn't happen by accident. SEMA's Government Affairs team works every day in Washington, D.C., and across the states to protect the automotive aftermarket from regulations that could threaten businesses, builds and the industry as a whole.

From emissions standards and vehicle modification rights to land access and the future of aftermarket businesses, SEMA is fighting for the issues that matter to the industry.

Attendance at the SEMA Show helps power these efforts while bringing the aftermarket community together in one place.

Registration is open online, with attendee badges currently priced at $100. Register for the 2026 SEMA Show here.

By registering for the 2026 SEMA Show, attendees aren't just planning four days of products, vehicles, education and networking in Las Vegas. They're helping support the work that protects the future of the automotive aftermarket.

U.S.-based SEMA Show attendees: Register by Friday, October 9, to meet the badge mailing deadline. After that date, attendees should plan to pick up their badges on-site in Las Vegas.

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 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, on the SEMA Show campus. Secure tickets or learn more at semafest.com.  

First Time in Audi History: RS-Propelled Q5 Sportback

The Volkswagen Group wants to halve its massive portfolio to cut costs drastically, but obviously that won't happen overnight. Before it starts swinging the axe at vehicles that don't make enough money, the Audi arm of the automotive giant is planning to roll out two models it has never offered before. While the three-row Q9 is no longer a secret, some will be surprised to learn an RS Q5 is also on the way--in hatchback and Sportback guise.

Audi has been selling the Q5 for nearly 20 years, yet it has never given the SUV the RS treatment. The first-ever spy shots of the Sportback RS Q5 were taken outside the German Nürburgring today. It's not just the double oval exhaust finishers that give away the vehicle's identity. We can also clearly spot the flared wheel arches concealing meaty tires and possibly wider front and rear tracks.

As if that wasn't enough, the high-voltage yellow sticker indicates we're looking at a plug-in hybrid. Given that the Q5 is closely related to the A5, the high-performance versions should follow the same formula. The RS Q5 is likely to borrow the plug-in hybrid V6 from the RS5, which produces 630 hpand 609 lb.-ft. of torque.

Audi Sport's first plug-in hybrid comes with a chunky 25.9-kWh battery, a major reason why the RS5 Avant tips the scales at a hefty 5,225 lbs. We wouldn't be surprised if the RS Q5 ends up even heavier, given that SUVs typically weigh more than equivalent sedans or wagons.

The RS Q5 is important not just for Audi but for Porsche as well. Zuffenhausen retired the first-generation Macan at the end of July and will launch a direct successor in 2028. Once again, it'll be closely related to the Q5, so it's reasonable to expect similarities between Porsche's range-topping version and the upcoming RS-badged Q5.

The two Volkswagen Group brands are working more closely together to spread development costs and accelerate new projects, including Porsche's 718 Boxster/Cayman EVs and Audi's Concept C. Additionally, the upcoming Q9 we mentioned earlier could share some of its underpinnings with Porsche's three-row SUV.

Spotted With Less Camouflage: Mercedes-AMG Electric SUV

Mercedes-AMG has finally named the day it will pull the camouflage off its most unusual SUV. The fully electric GT SUV will make its world debut on October 17 at The 140 Festival by the Mercedes-Benz Museum in Stuttgart, Germany. The first cars are expected to reach customers in early 2027.

For AMG, this is far more than just another premiere. The project was officially announced back in November 2024: the full-size electric SUV will become the second vehicle on the dedicated AMG.EA platform and the first SUV whose architecture the Affalterbach specialists developed entirely on their own. At the time, the company kept the exact debut date secret. Now the countdown is on.

But the numbers around the new GT SUV still require caution. The 1,169hp output, up to 1,475 lb.-ft. of torque, 106-kWh battery, 800-V architecture and charging at up to 600 kW officially belong to the electric Mercedes-AMG GT 63 4-Door Coupé. That version uses no fewer than three axial-flux electric motors. The technology is spectacular, but Mercedes-AMG has not given anyone permission to simply copy those figures onto the upcoming SUV.

The technical relationship between the two models, however, is hardly in doubt: both are built around the AMG.EA architecture. Mercedes-Benz's Sindelfingen plant has already been converted for EVs on this platform and produces the new GT 4-Door. Mercedes-Benz Automobil AG also lists Sindelfingen as the future production site for the GT SUV.

So, one date is now circled in red: October 17. That is when Mercedes-AMG is expected to reveal the production GT SUV's specifications, range and final configuration. Only then will we know how close the electric crossover has come to the outrageous numbers of its four-door relative.

Story and photos by Andreas Conradt, Automedia

By SEMA News Editors

Love the automotive world? Make it part of your career.

SEMA is looking for talented professionals who want to bring their skills, ideas and passion to an organization connected to the automotive specialty-equipment industry.

Explore the current openings and apply for a position that could take your career in a new direction: View current SEMA job opportunities.

As the leading voice for the global aftermarket, SEMA represents more than 7,000 member companies involved in creating, buying, selling and using specialty-automotive products. SEMA supports the industry through market research, product-development resources, education, networking, legislative advocacy and other programs that help businesses and professionals succeed.

SEMA also organizes the annual SEMA Show in Las Vegas, the premier trade event for the specialty-equipment industry.

The aftermarket is a major contributor to the U.S. economy, generating nearly $337 billion in economic impact, supporting 1.3 million jobs nationally and producing nearly $53 billion in annual parts sales.

View current SEMA job opportunities.

For more information, visit sema.org.

By SEMA News Editors

The start of the 2026 SEMA Show, November 3-6 in Las Vegas, is just a few weeks away. If you haven't booked your hotel yet, now is the time to secure your room through OnPeak, the SEMA Show's official housing provider, to not only get the best possible rates, but accommodations that will help you maximize your week at the aftermarket's premier industry event.

The official 2026 SEMA Show hotel block at semashow.com/hotel includes a range of options, including the following properties*:

• Bellagio (avg. $270/night)
• Hilton Grand Vacations Club Elara (avg. $300/night)
• Hilton Grand Vacations Club Flamingo (avg. $354/night)
• Hilton Grand Vacations Club on the Strip (avg. $282/night)
• Hilton Grand Vacations Club Paradise (avg. $354/night)
• Hilton Grand Vacations Club Polo Towers (avg. $227/night)
• MGM Grand (avg. $250/night)

Attendees who book through the official 2026 SEMA Show hotel block, managed by onPeak, can earn eligible hotel loyalty rewards points while taking advantage of discounted rates, flexible reservation policies and convenient access to Las Vegas' top hotels. Hotel reservations for the 2026 SEMA Show are available at semashow.com/hotel.

Whether you're traveling solo or coordinating accommodations for your entire team, booking through the official SEMA Show housing provider offers benefits you won't find through many third-party booking sites.

Earn Hotel Loyalty Rewards When Booking in the SEMA Show Block

One of the biggest advantages of booking through the official SEMA Show hotel block is that eligible reservations can earn hotel loyalty rewards points. Simply enter your rewards program information during the booking process, then confirm it again at check-in to receive eligible credit for your stay.

For example, Marriott Bonvoy members can earn points by:

• Booking a participating Marriott or MGM property through the official onPeak reservation system.
• Entering their Marriott Bonvoy membership number in the "Hotel Rewards" section during checkout.
• Providing the same membership number again when checking in at the hotel.

It's one more way your trip to the SEMA Show can continue delivering value long after you leave Las Vegas.

Exclusive Rates With Price-Match Protection

SEMA negotiates discounted hotel rates exclusively for attendees, often below publicly available pricing. Instead of spending hours comparing booking sites, attendees can reserve with confidence through the official hotel block.

If you happen to find a lower qualifying rate elsewhere, the official housing provider also offers price-match protection, giving you another reason to book early through semashow.com/hotel.

Flexible Reservations

Travel plans can change, and the official SEMA Show hotel block is designed with that in mind. Reservations can be modified or canceled without penalty through October 8, and full prepayment is not required at the time of booking, offering flexibility that many online travel sites don't.

Simple Group Booking

Managing hotel reservations for multiple employees doesn't have to be complicated. The onPeak system allows companies to reserve multiple rooms with immediate confirmation, assign guest names later and choose whether to manage payments centrally or individually.

Sustainable Travel Options

Attendees interested in making more environmentally conscious travel decisions can also explore sustainability information for participating hotels through onPeak. The platform provides resources that help travelers identify properties and practices that align with their sustainability goals.

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 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, on the SEMA Show campus. Secure tickets or learn more at semafest.com.   

* All prices subject to change. Check semashow.com/hotel for the latest pricing and information. 

By Ashley Reyes

The SEMA Businesswomen's Network (SBN) has named Jennifer Seaburn, account manager at Digital Throttle, as the network's newest #SheIsSEMA spotlight member. 

Seaburn was nominated by Digital Throttle Founder and President Bryan Robb. Get to know Seaburn through Robb's interview with SEMA News below. 

SEMA News: How has Jennifer contributed to Digital Throttle? 

Byran Robb: Jennifer was the second full-time employee at Digital Throttle back in 2010 and has been vital to growing our company. Her customer-centric and calm demeanor has both served our clients and set an example for our entire team. Jennifer's role at the company has evolved from "do everything and anything" to account manager, a role in which she manages all our client relationships.

SN: How has Jennifer shown leadership in the industry or business? 

BR: Jennifer leads by example. She is naturally reserved and doesn't seek recognition. In our online advertising industry, we have new technologies and ad choices to learn all the time. We rely on Jennifer to research, test and teach the rest of us how to work with the latest online advertising program.

SN: Tell us a success story that you can share about Jennifer. 

BR: We faced a technical problem with a client. Jennifer patiently worked on the issue with a client through several Zoom meetings, evening texts and even weekend conversations. Not only did Jennifer resolve the issue, but the client will now only ever work with Jennifer.

SN: How many years has Jennifer been in the industry? 

BR: More than 10 years.   

SN: What quality do you admire most about Jennifer and why? 

BR: Advertising agencies serve at the whim of clients, who may or may not be having a good day. Jennifer's calm demeanor and proactive energy smooths over both personalities and advertising results.

SN: Why do you think Jennifer is a role model in the industry? 

BR: She rarely ever uses the word "I" in a sentence. She works, talks and coaches as a team leader where "we" is at the center of her success.

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

Demand for truck and off-road products continues to drive growth across the automotive aftermarket, and the 2026 SEMA Show will bring the industry's leading manufacturers, innovators and buyers together to showcase the latest advancements in capability, performance and customization.

With hundreds of exhibiting brands and a growing footprint dedicated to trucks, off-road and adventure-driven products, the Show offers an unmatched opportunity to discover new parts, technologies and business opportunities shaping one of the aftermarket's largest and most influential segments.

Located in the West Hall of the Las Vegas Convention Center, the SEMA Show's dedicated Trucks, SUVs & Off-Road section is a must-visit destination for professionals seeking the latest innovations for pickups and work vehicles. From rugged off-road upgrades to fully equipped overlanding systems, attendees will experience a comprehensive range of products engineered for durability, capability and customization. The section will be adjacent to the expanded Powersports, SxS & Lifestyle section, showcasing brands across the adventure lifestyle category.

The strength of the segment is reflected in the recently released "SEMA Market Report," which found that pickup trucks are the largest vehicle segment in the automotive aftermarket, generating $15.0 billion and accounting for 30% of all specialty-equipment spending, making trucks the single biggest driver of aftermarket demand.

Among the largest truck and off-road product categories identified in the report are suspension products ($3.15 billion) and off-road/oversize tires ($2.23 billion). These categories continue to fuel demand for lift kits, leveling systems, shocks, tires and related products that enhance vehicle capability both on- and off-road.

The "SEMA Market Report" also highlights the growing influence of the lifestyle movement. Products such as racks, cargo-management systems, roof-mounted carriers and rooftop tent platforms represent an expanding segment of the market as consumers increasingly outfit vehicles for outdoor recreation, travel and adventure.

The Trucks, SUVs & Off-Road section is anchored by brands that have helped define the category and have exhibited at the SEMA Show for many years, including ARB 4X4 Accessories, FOX, Lippert Automotive, RealTruck, Westin and Yakima. These industry leaders return year after year, introducing new products while reinforcing the Show's reputation as the epicenter for truck innovation.

"The truck and off-road segment is a cornerstone of the SEMA Show and one of the most dynamic areas of growth in the aftermarket," said SEMA Vice President of Events Tom Gattuso. "From hardcore off-road performance to fully outfitted overlanding builds, this section showcases how brands are pushing the limits of what trucks can do. The continued presence of legacy manufacturers alongside new innovators highlights both the heritage and the future of this market."

Overall, exhibitor commitments for the 2026 SEMA Show have surpassed 1 million net square feet of indoor exhibit space, with more than 2,000 brands preparing to connect with a global audience November 3-6, in Las Vegas. The Show continues to rank among the largest and most influential trade events in the country, reflecting sustained growth across the automotive aftermarket.

In addition to the Trucks, SUVs & Off-Road section, the 2026 SEMA Show will feature strong representation across performance, powersports, mobile electronics, restyling, tools and emerging technologies. Major OEMs, including Toyota, Ford, Honda, Mitsubishi, Nissan and Stellantis, will also return, further strengthening the connection between factory engineering and aftermarket innovation.

Attendees can also explore signature features such as the New Products Showcase, Battle of the Builders, ADAS Showcase and FutureTech Studio, all of which provide insight into the trends, craftsmanship and technologies shaping the next generation of vehicles, including those built for off-road and overland adventures.

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 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, on the SEMA Show campus. Secure tickets or learn more at semafest.com.