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 days away, so if you haven't booked your hotel yet, now is your last chance to secure your room at the lowest possible rate.

Booking through OnPeak, the SEMA Show's official housing provider, gives attendees access to a range of hotel options to help make the most of their week at the aftermarket's premier industry event.

For attendees still arranging their stay, Circus Circus and Palace Station are two options offering SEMA Show group rates. Rooms are subject to availability, and additional accommodations can be found through OnPeak at semashow.com/hotel.

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 traveling solo or coordinating accommodations for the entire team, booking through the official SEMA Show housing provider offers benefits not found 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 SEMA News Editors

The SEMA Future Leaders Network (FLN) has named Jacob Norris, lead product development engineer at VMP Performance, as the network's newest spotlight member. 

Get to know Norris in his interview with SEMA News below. 

SEMA News: What is the best advice you have ever received? How has this advice helped you either professionally or personally?  

Jacob Norris: In the midst of chaos, there is also opportunity--sun tzu. It has many meanings, but my main takeaway is there is always more to learn and every situation can improve processes and actions in the future.

SN: What keeps you in the industry?

JN: My passion for racing and modifying cars.

SN: Where can you be found on a Saturday?      

JN: Either fishing or at the race track.

SN: How do you prepare for an important meeting?       

JN: Prep, prep, prep. Laying out everything well in advance.

SN: If you could go to lunch with one industry leader, living or dead, who it would be and why?

JN: Henry Ford, he changed the thought of what an automobile could be.

Fill out an FLN member spotlight form to be eligible to be featured on FLN's social media, SEMA News and FLN member updates. 

By Victor Muñoz

Longtime SEMA volunteer and automotive-industry professional Rory Connell is taking his experience beyond the aftermarket and into his hometown.

Connell, a former chair of the SEMA Future Leaders Network (FLN), is running for City Council in Corona, California. His decision grew from years of volunteering, listening and learning how organizations bring people together to solve problems.

Connell spoke with SEMA News about his automotive career, his time with SEMA and King of the Hammers, and why industry members should consider stepping up in their own communities.

SEMA News (SN): You grew up in Corona and built much of your automotive career there. How did the community shape your path?

Rory Connell (RC): I already had a passion for anything that burned gasoline when I was in elementary school: dirt bikes, four-wheelers, whatever I could get my hands on. Then I became friends with a kid whose family was involved in go-kart racing. I started going to the track with them, became a mechanic and tuner, and eventually traveled to races around the country and the world.

After attending WyoTech, I came back to California and worked at Barry's Speed Shop, West Coast Customs, Callaway Cars and Gibson Performance. Corona gave me those opportunities because so many people and businesses here are involved in motorsports. Automotive history has long been part of Corona's identity. The city held major road races on Grand Boulevard more than a century ago. You see so many custom vehicles around Corona because there are so many companies here that help people build them. My career was bred and built here.

SN: What first drew you to volunteer with SEMA?

RC: George Lathouris was the first person who explained SEMA volunteerism to me. He told me that members give their time so the association can accomplish its work. He suggested that I get involved with FLN. I eventually joined the FLN Select Committee, became chair and served on scholarship, youth-engagement and awards committees. My desire to volunteer probably comes from my mom. She always gave her time to her church, school and community. I saw my parents do it, and it became natural for me. It is nice to be nice.

SN: What did those volunteer leadership roles teach you?

RC: When I started, I wanted to make drastic changes right away. I learned that big organizations are like aircraft carriers: They take time to turn. Not every challenge can be resolved in one fight. Progress comes over time.

I also learned that civil discourse is necessary. People will not always share your opinion. If I could revisit some decisions I made when I was younger, I would listen more. The most important thing a leader can do is listen. If you do not know what people have to say, you are representing your own interests, not theirs.

SN: Which SEMA accomplishments mean the most to you?

RC: Launch Pad is something I am very proud of. It was not my idea, but I was in the room when it was created, and I took carrying that legacy forward very personally. It has lasted for more than a decade and has been a literal launch pad for people's careers and companies. Being a small part of creating those opportunities means a lot.

I am also proud of the Honda Talon student build that was auctioned for charity. We were drawing attention to off-road and UTV opportunities years ago. Seeing SEMA continue to expand its work in powersports and off-road makes it feel like we helped move that rock uphill.

SN: What has King of the Hammers taught you about leadership?

RC: King of the Hammers involves government agencies at the federal, state and county levels, so it has taught me a lot about working with government. More importantly, it reinforced that you have to listen to get anything done.

If people do not feel heard, they stop caring. Planning an event of that scale requires our entire team to listen. That is reflected in the racers, fans and partners who keep coming back every year.

SN: How did your industry experience lead you to run for city council, and what do you hope other SEMA members take from your decision?

RC: I was not planning to run for city council. I hoped I could inspire somebody else to do it, but nobody did. Eventually, I decided I would step forward myself.

I have been in leadership positions for decades, and I had to learn some lessons the hard way when I was younger. Those experiences made me a better leader and taught me the importance of listening. Anyone who pays taxes deserves a voice, even if they do not always want to use it publicly. A good leader listens to the people they represent.

I would rather this story inspire SEMA members to get involved than simply try to get me elected. If something is happening in their community that threatens automotive shops or the industry, I want them to speak up and do something about it.

Sometimes you step forward because there is no other person willing to do it.

By Victor Muñoz

Longtime SEMA volunteer and automotive-industry professional Rory Connell is taking his experience beyond the aftermarket and into his hometown.

Connell, a former chair of the SEMA Future Leaders Network (FLN), is running for City Council in Corona, California. His decision grew from years of volunteering, listening and learning how organizations bring people together to solve problems.

Connell spoke with SEMA News about his automotive career, his time with SEMA and King of the Hammers, and why industry members should consider stepping up in their own communities.

SEMA News (SN): You grew up in Corona and built much of your automotive career there. How did the community shape your path?

Rory Connell (RC): I already had a passion for anything that burned gasoline when I was in elementary school: dirt bikes, four-wheelers, whatever I could get my hands on. Then I became friends with a kid whose family was involved in go-kart racing. I started going to the track with them, became a mechanic and tuner, and eventually traveled to races around the country and the world.

After attending WyoTech, I came back to California and worked at Barry's Speed Shop, West Coast Customs, Callaway Cars and Gibson Performance. Corona gave me those opportunities because so many people and businesses here are involved in motorsports. Automotive history has long been part of Corona's identity. The city held major road races on Grand Boulevard more than a century ago. You see so many custom vehicles around Corona because there are so many companies here that help people build them. My career was bred and built here.

SN: What first drew you to volunteer with SEMA?

RC: George Lathouris was the first person who explained SEMA volunteerism to me. He told me that members give their time so the association can accomplish its work. He suggested that I get involved with FLN. I eventually joined the FLN Select Committee, became chair and served on scholarship, youth-engagement and awards committees. My desire to volunteer probably comes from my mom. She always gave her time to her church, school and community. I saw my parents do it, and it became natural for me. It is nice to be nice.

SN: What did those volunteer leadership roles teach you?

RC: When I started, I wanted to make drastic changes right away. I learned that big organizations are like aircraft carriers: They take time to turn. Not every challenge can be resolved in one fight. Progress comes over time.

I also learned that civil discourse is necessary. People will not always share your opinion. If I could revisit some decisions I made when I was younger, I would listen more. The most important thing a leader can do is listen. If you do not know what people have to say, you are representing your own interests, not theirs.

SN: Which SEMA accomplishments mean the most to you?

RC: Launch Pad is something I am very proud of. It was not my idea, but I was in the room when it was created, and I took carrying that legacy forward very personally. It has lasted for more than a decade and has been a literal launch pad for people's careers and companies. Being a small part of creating those opportunities means a lot.

I am also proud of the Honda Talon student build that was auctioned for charity. We were drawing attention to off-road and UTV opportunities years ago. Seeing SEMA continue to expand its work in powersports and off-road makes it feel like we helped move that rock uphill.

SN: What has King of the Hammers taught you about leadership?

RC: King of the Hammers involves government agencies at the federal, state and county levels, so it has taught me a lot about working with government. More importantly, it reinforced that you have to listen to get anything done.

If people do not feel heard, they stop caring. Planning an event of that scale requires our entire team to listen. That is reflected in the racers, fans and partners who keep coming back every year.

SN: How did your industry experience lead you to run for city council, and what do you hope other SEMA members take from your decision?

RC: I was not planning to run for city council. I hoped I could inspire somebody else to do it, but nobody did. Eventually, I decided I would step forward myself.

I have been in leadership positions for decades, and I had to learn some lessons the hard way when I was younger. Those experiences made me a better leader and taught me the importance of listening. Anyone who pays taxes deserves a voice, even if they do not always want to use it publicly. A good leader listens to the people they represent.

I would rather this story inspire SEMA members to get involved than simply try to get me elected. If something is happening in their community that threatens automotive shops or the industry, I want them to speak up and do something about it.

Sometimes you step forward because there is no other person willing to do it.

From the SEMA Washington, D.C., office

SEMA  and PRI have expanded their Right-to-Race advocacy campaign nationwide. The time to protect race tracks is now, before more long-standing facilities are pushed out of their communities. Learn more at sema.org/advocacy/right-to-race.

Here's the latest on SEMA and PRI's Right-to-Race advocacy campaign: 
 

Michigan's Right-to-Race Push Still Alive––Help It Across the Finish Line

PRI representatives speak at the Michigan Speedway Promoters Association meeting at Michigan International Speedway earlier this month.
 

Michigan is one of the few legislatures still at work in 2026, and the state's SEMA- and PRI-supported right-to-race bill could still pass with the right amount of support from stakeholders and enthusiasts. 

• State Senator Jeremy Moss is the key to this end-of-year push; PRI is urging coalition members and racing enthusiasts to send him a letter asking him to support Michigan's racetracks and help advance SB 773 and HB 5652 before year's end. 

To keep the state's stakeholders engaged, PRI met with members of the Michigan Speedway Promoters Association (MSPA) at Michigan International Speedway on October 14 to update them on the organization's advocacy efforts to protect and advance motorsports. 

To learn more about how you can help in Michigan, contact Tierra Hubbard, PRI's director of government affairs for racing, at tierrah@performanceracing.com. 

PRI Hosts Wisconsin Lawmakers at La Crosse Speedway

From left to right: Tierra Hubbard, PRI and SEMA, Wisconsin State Senator Brad Pfaff, Gregg McKarns, La Crosse Speedway, Wisconsin State Representative Steve Doyle, Tom Deery, PRI Ambassador, during a tour of La Crosse Speedway in Wisconsin.
 

La Crosse Speedway and PRI, during the first week in October, hosted Wisconsin Senator Brad Pfaff and Representative Steve Doyle during Oktoberfest Race Weekend. The tour, led by track operator Gregg McKarns and his team provided a firsthand look at the motorsports industry and its importance to their constituents and local communities. 

After Wisconsin Governor Tony Evers vetoed PRI's right-to-race legislation during the 2026 legislative session, the Promoters and Operators of Wisconsin Auto Racing (POWAR) decided to double down on advocacy efforts for next year. Bringing lawmakers out to the track is one way to spark up conversations. 

This and other track visits give lawmakers the opportunity to learn more about businesses, jobs and economic activity supported by the motorsports industry, while engaging directly with industry leaders in an exciting environment. 

• See the economic impact of the motorsports industry on your state and community here.  

As PRI prepares for the 2027 legislative session, these conversations are an important part of building relationships with policymakers, raising awareness of the industry's priorities and earning support for policies that protect and strengthen motorsports in Wisconsin and nationwide. 

From the SEMA Washington, D.C., office

SEMA  and PRI have expanded their Right-to-Race advocacy campaign nationwide. The time to protect race tracks is now, before more long-standing facilities are pushed out of their communities. Learn more at sema.org/advocacy/right-to-race.

Here's the latest on SEMA and PRI's Right-to-Race advocacy campaign: 
 

Michigan's Right-to-Race Push Still Alive––Help It Across the Finish Line

PRI representatives speak at the Michigan Speedway Promoters Association meeting at Michigan International Speedway earlier this month.
 

Michigan is one of the few legislatures still at work in 2026, and the state's SEMA- and PRI-supported right-to-race bill could still pass with the right amount of support from stakeholders and enthusiasts. 

• State Senator Jeremy Moss is the key to this end-of-year push; PRI is urging coalition members and racing enthusiasts to send him a letter asking him to support Michigan's racetracks and help advance SB 773 and HB 5652 before year's end. 

To keep the state's stakeholders engaged, PRI met with members of the Michigan Speedway Promoters Association (MSPA) at Michigan International Speedway on October 14 to update them on the organization's advocacy efforts to protect and advance motorsports. 

To learn more about how you can help in Michigan, contact Tierra Hubbard, PRI's director of government affairs for racing, at tierrah@performanceracing.com. 

PRI Hosts Wisconsin Lawmakers at La Crosse Speedway

From left to right: Tierra Hubbard, PRI and SEMA, Wisconsin State Senator Brad Pfaff, Gregg McKarns, La Crosse Speedway, Wisconsin State Representative Steve Doyle, Tom Deery, PRI Ambassador, during a tour of La Crosse Speedway in Wisconsin.
 

La Crosse Speedway and PRI, during the first week in October, hosted Wisconsin Senator Brad Pfaff and Representative Steve Doyle during Oktoberfest Race Weekend. The tour, led by track operator Gregg McKarns and his team provided a firsthand look at the motorsports industry and its importance to their constituents and local communities. 

After Wisconsin Governor Tony Evers vetoed PRI's right-to-race legislation during the 2026 legislative session, the Promoters and Operators of Wisconsin Auto Racing (POWAR) decided to double down on advocacy efforts for next year. Bringing lawmakers out to the track is one way to spark up conversations. 

This and other track visits give lawmakers the opportunity to learn more about businesses, jobs and economic activity supported by the motorsports industry, while engaging directly with industry leaders in an exciting environment. 

• See the economic impact of the motorsports industry on your state and community here.  

As PRI prepares for the 2027 legislative session, these conversations are an important part of building relationships with policymakers, raising awareness of the industry's priorities and earning support for policies that protect and strengthen motorsports in Wisconsin and nationwide. 

By SEMA News Editors

The 2026 SEMA Show will debut the Content Creator Corral, a new feature that recognizes the growing influence of automotive creators by bringing some of the industry's most engaging influencers and their custom vehicles in one dedicated space at the Las Vegas Convention Center, November 3-6.

Located in the Main Hall Annex, the Content Creator Corral expands on Road to SEMA, an initiative that follows creators as they travel long distances to bring their projects to the annual SEMA Show. The feature builds on the journeys and brings those stories to life, allowing attendees to see the vehicles up close and connect with the influencers behind them.

As creators play an increasingly important role in shaping vehicle customization trends and purchasing decisions, the showcase provides exhibitors, manufacturers and attendees with a fresh opportunity to engage directly with influential voices shaping automotive culture.

"Automotive creators are helping introduce new audiences to vehicle customization and the specialty-equipment industry," said SEMA Vice President of Marketing RJ de Vera. "Road to SEMA gave us a chance to share their journeys with a wider audience, and the Content Creator Corral builds on that by bringing the creators and their vehicles together at the Show. It's a chance for attendees to meet the people behind the builds and see firsthand what makes the automotive aftermarket community so special."

The Content Creator Corral will feature custom vehicles from creators across the United States and abroad, representing a wide range of makes, models and builds. The lineup includes vehicles that have traveled thousands of miles and crossed international borders to reach Las Vegas.

Examples include a Ford Mustang rebuilt in Lithuania after being purchased in Florida; a BMW Z3 M Coupé transformed into a Max Power-era Club Sport-inspired showpiece; a Porsche Boxster converted into the Vale Automotive GT1 in Northern Ireland; and a Ford Escort RS Cosworth traveling 3,500 miles across the United States. The lineup also includes a KVA Ford GT40, Porsche 944 RS4 and genuine "2 Fast 2 Furious" Yenko Camaro restored by Hard Up Garage.

Beyond the vehicles themselves, the Content Creator Corral highlights the people, creativity and dedication that drive automotive culture. Attendees can meet the creators behind the builds, hear their stories, and connect with others who share their passion.

CONTENT CREATOR CORRAL PARTICIPANTS

Ciro Ciampi - @petrolheadonism

"Getting to share an iconic build with the SEMA community in person is a pretty special experience. We collectively put in so much time, work and passion into our project with all our partners, so seeing people connect with it and hearing their reactions will make all the effort worthwhile."

Jordan Graff - @shipbox_garage

"My SEMA journey began with me as an outsider to the organization--literally, because I didn't have the industry connections yet to be an official part of the SEMA Show--so it's an honor to be part of history as one of the content creators being featured at the Content Creator Corral."

Marissa Halee - @marissahalee

"My Mustang has been a huge part of my life for the past 11 years and ever since I got the car, I've dreamed of one day having it in the SEMA Show. It's surreal to finally say that this year, my dream is becoming a reality alongside other incredible content creators!"

Tom Sylvester - @thedirtdrive

"As a lifelong enthusiast, I've dreamed about having a car I've worked on displayed at the SEMA Show. This opportunity to represent our shop, Dirt Nerds Motors and the off-road community is an honor."

Kaikea Wilinski - @ranchero_racing_co._

"Having the opportunity to showcase my car at the SEMA Show has a lot of significance to me, because back in the early years of the show, my grandfather, Hank the Crank, was one of the first vendors. I'm deeply appreciative for the opportunity to continue his legacy."

The 2026 SEMA Show will take place November 3-6, in Las Vegas, as the centerpiece of a "SEMA Week" experience that culminates with public access on Friday and the high-energy SEMA Fest. To learn more or register, visit www.semashow.com.

The 2026 SEMA Show opens on Election Day, November 3. SEMA's Drive the Vote campaign encourages attendees to make a plan to vote before traveling to Las Vegas. Visit www.sema.org/vote for more information.

By SEMA News Editors

The 2026 SEMA Show, November 3-6, will bring live motorsports action to the Las Vegas Convention Center through ride-alongs, drifting, off-road demonstrations, vehicle competitions and stunt performances. Programming will continue Friday evening at SEMA Fest, giving industry professionals and automotive enthusiasts distinct ways to experience vehicle performance, driver skill and enthusiast culture.

"Live motorsports activations are a defining part of the SEMA Show because they allow attendees to experience the industry's innovation, performance and culture in motion," said SEMA Vice President of Events Tom Gattuso. "They give attendees another way to discover what is possible across the automotive aftermarket."

Motorsports activations include:
 

SEMA Show

RAYS Wheels––Silver Lot 3

RAYS Wheels will offer ride-along experiences with professional drivers in vehicles equipped with the company's performance wheels. The activation will give participants an opportunity to experience the vehicles' handling and responsiveness firsthand. 

National Motor Fest Smoke Show––Diamond Lot

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

One Nation Racing Outlaw Series––Diamond Lot

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

OPTIMA Unleashed––Bronze Lot

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

On Wednesday and Thursday morning, the OPTIMA Ultimate Street Car Invitational event will feature 100 custom built race cars competing in a variety of challenges such as Speed Stop and Design & Engineering to be crowned the Ultimate Street Car. This is the culmination event to an entire season of OPTIMA's Ultimate Street Car race series. 
 

SEMA Fest

Globe of Death

The Globe of Death will feature motorcycle riders performing at high speed inside a spherical steel structure. Combining precise timing, close-quarters riding and dramatic action, the attraction will add high-intensity stunt performance to the public celebration. 

OPTIMA Unleashed

On Friday evening, OPTIMA Unleashed will continue at SEMA Fest, showcasing the precision, speed and car-control skills that have made drifting a popular part of automotive enthusiast culture. Multiple demonstrations throughout the evening will give attendees several opportunities to experience the live drifting action.

Supercar Saturdays Florida

Supercar Saturdays Florida will return to SEMA Fest with a curated collection of rare hypercars, supercars and exotic vehicles. The display will give attendees an up-close look at some of the world's most exclusive performance vehicles and another dimension of contemporary car culture. 

"Industry professionals don't just attend the SEMA Show; they experience it," said SEMA Trade Show Director Andy Tompkins.  "The outdoor activations give attendees opportunities throughout the week to see professional drivers, purpose-built vehicles and leading performance brands in action."

On Friday, November 6, members of the public may purchase Friday admission to the SEMA Show and SEMA Fest and experience the full range of automotive attractions. Friday access allows enthusiasts an opportunity to explore the SEMA Show, experience outdoor motorsports activations and then continue the evening at SEMA Fest for additional automotive experiences and live entertainment. 

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

The 2026 SEMA Show opens on Election Day, November 3. SEMA's Drive the Vote campaign encourages attendees to make a plan to vote before traveling to Las Vegas. Visit www.sema.org/vote for more information.

Sponsored by BendPak

Join the party as BendPak reveals the Valor C10 custom build, launches new lifts and garage equipment, and offers show specials across two massive booths.

BendPak will reveal its first custom truck, the Valor C10, at a tailgate party on opening day of the SEMA Show 2026, Tuesday, November 3, at 1:00 p.m. in Silver Lot Booth #80043. The industry is invited to join top automotive influencers for refreshments, music, and exclusive giveaways.

BendPak is bringing a high-octane party to the 2026 SEMA Show, anchoring its massive dual-booth presence with an outdoor tailgate on opening day, Tuesday, November 3, at 1:00 p.m. PST in Silver Lot Booth #80043. This event will feature the official global reveal of BendPak's radical Valor C10 custom truck build. The tailgate will feature a live DJ set, refreshments, exclusive giveaways and an elite lineup of top automotive influencers hanging out with fans.

While the outdoor tailgate centers on the truck debut, BendPak is using both booth locations for a massive rollout of new lifts and garage equipment from across its brands, including Ranger, QuickJack, Cool Boss, APEX, JackPak, MaxJax and Ergochair. Shop owners, technicians and automotive enthusiasts visiting the high-energy Silver Lot booth will get a first look at new products displayed alongside the Valor C10. Simultaneously, showgoers can step inside the Las Vegas Convention Center to Upper South Hall Booth #36129 for hands-on demonstrations of next-generation lifting and shop solutions. 

"Everyone on our team is a car and truck enthusiast, so when it came time to debut the Valor C10, we knew we had to drop the tailgate, put some music on and hang out with the community that inspires us," says Jeff Kritzer, BendPak president and CEO. "SEMA is all about spotlighting the coolest builds, but it's also about equipping the shops that bring them to life. Alongside the truck, we're bringing a massive lineup of new gear across both booths. For us, this week is about celebrating where custom car and truck culture is right now and showing where we're taking equipment engineering next."

The SEMA Drop Breakdown

Explore BendPak's latest equipment rollouts––including a preview of what's next––across both official SEMA Show locations:

Outdoor Silver Lot--Booth #80043 (The Tailgate)

Alongside Valor C10, BendPak will reveal the latest MaxJax portable two-post lift and a new accessory that lets operators use it virtually anywhere. Attendees can also check out QuickJack portable lifts with new caster kits, BendPak service and parking lifts, Cool Boss air coolers, AutoPucks jack pads, APEX ramps, accessories and more.

• The Valor C10 Custom Build: Making its global debut, this radical truck combines classic C10 heritage with modern engineering and supercharged performance.
• MaxJax MAX7 Two-Post Lift: The portable two-post lift now features BendPak's exclusive Automatic Swing Arm Restraint System (ASARS) and 3 in. of additional lifting height to deliver even more confidence, clearance and convenience.
• MaxJax Accessories: The MaxJax Portable Mounting Base enables operators to set up an M6K, M7K or MAX7 lift virtually anywhere without permanent anchors. Add a MaxJax Turf Kit to pick up lawn equipment.
• Mobi-EVS2600: Preview the newest addition to the BendPak EV battery pack and powertrain lift table lineup coming soon.

Indoor Upper South Hall--Booth #36129 (The Shop Showcase)

BendPak's indoor SEMA Show booth will feature the world's first eight-arm lift––OctaFlex––alongside the new APEX line of affordable car lifts, ramps and wheel service equipment, Ranger wheel balancers, tire changers and accessories, QuickJack portable lifts with new caster kits, plus the latest air coolers for use in the shop or on the go.

• OctaFlex 12DPS: The world's first and only eight-arm two-post lift makes cab-off repairs, EV battery replacement and other demanding tasks so efficient that it pays for itself. Find out how much you can save. Now shipping.
• APEX Lineup: A full line of affordable car lifts, ramps and wheel service equipment.
• Vortex Bead Seaters: Achieve effortless tire bead seating when the tire changer doesn't have a built-in system.

Both Locations

• AutoPucks: New BMW models join universal, Tesla and Corvette model jack pad adapters to properly engage with the OEM recommended lifting points.
• QuickJack Caster Kits: The first OEM caster kits engineered to make it easier to move QuickJack lifts around the shop and precisely position them under vehicles.
• Exclusive Show Specials: SEMA Show-only pricing and ordering incentives on BendPak lifts and garage equipment are available all week.

Event Logistics

• What: BendPak Valor C10 reveal
• When: Tuesday, November 3, 1:00 p.m.
• Where: Outdoor Silver Lot Booth #80043, SEMA Show 2026, Las Vegas Convention Center
• The Lineup: Live DJ set, refreshments, exclusive giveaways and a casual hangout with a powerhouse lineup of top automotive creators

In addition to BendPak's official booth locations, attendees will also find BendPak lifts supporting partner displays, custom builds and feature vehicles across the show floor, including at Battle of the Builders Presented by Mothers High Performance Car Care and the SEMA FutureTech Studio.

Visit BendPak.com/SEMA for additional details and to register for access to exclusive SEMA specials. Subscribers will receive an email with a link to download and preview the offers. Review the specials, note the equipment you want to explore and bring your questions to the Show.