By SEMA News Editors

The light-truck segment has become a dominant force in the U.S. automotive landscape, extending well beyond traditional pickups. Pickups, SUVs, CUVs and vans now account for nearly two-thirds of vehicles on the road, and more than 80% of new-vehicle sales come from these segments. And that continued shift is creating a broad range of opportunities for the specialty-equipment industry.

According to the "SEMA Light-Truck Snapshot," pickups remain a significant part of the market, representing about 20% of vehicles on the road. More than $15 billion is spent annually to accessorize and modify pickups, which account for about 30% of the overall specialty-parts market. At the same time, the segment is diversifying as new midsize and small pickups introduce additional platforms for accessories and utility products.

SUVs continue to offer significant opportunities, particularly as automakers expand their off-road-focused offerings in response to consumer demand. The Jeep Wrangler remains one of the most modified vehicles on the road, while the Ford Bronco has continued to gain sales.

CUVs have emerged as another major opportunity. They account for about half of new-vehicle sales and more than 30% of vehicles on the road. Their growing association with outdoor recreation, utility and rugged capability has helped drive CUV accessory sales to 16% of the market.

With more than $30 billion spent each year on accessories and modifications for light trucks, the segment represents a substantial and growing market for specialty-equipment businesses.

The full report goes much further. The new "SEMA Light-Truck Snapshot" provides a deeper look at the trends, vehicle segments and opportunities shaping this market.

The SEMA Light-Truck Snapshot is free for SEMA members and $2,000 for non-members.

Download the full "SEMA Light-Truck Snapshot" report for a closer look at the data and findings.

By SEMA News Editors

The 2026 SEMA Fest lineup is revving up for a high-energy finale to SEMA Week, with drifting demonstrations, exotic and hypercar displays, motorsports attractions and live music taking over the SEMA Show campus on Friday, November 6. Tickets are available at semafest.com.

Don't wait until they sell out. Purchase your tickets and explore options including the SEMA Show - Friday pass available at semafest.com.

Motorsports and Automotive Activations at 2026 SEMA Fest

OPTIMA will bring drifting demonstrations to SEMA Fest, showcasing the precision, speed and car-control skills that have made drifting a popular part of the automotive enthusiast scene.

The Globe of Death will add another dose of spectacle, with riders navigating a spherical steel structure at high speed.

Supercar Saturdays Florida will also return to SEMA Fest after making its debut last year. The organization will showcase a selection of rare hypercars and exotic vehicles, adding some of the world's most exclusive performance cars to the event's collection of featured vehicles.

Together, the demonstrations and vehicle displays will give enthusiasts an up-close look at different sides of automotive performance and car culture.

Live Music Closes Out SEMA Week

The automotive attractions will be joined by a four-band lineup headlined by multi-platinum punk-rock band The Offspring.

The Southern California group will bring its catalog of hits, including "Self Esteem," "Come Out and Play," "The Kids Aren't Alright" and "Pretty Fly (For a White Guy)," to the SEMA Fest stage.

Jimmy Eat World will add its alternative-rock sound to the lineup, while 311 will bring its mix of rock, reggae, funk and hip-hop influences. California rock band The Alive rounds out the bill.

"SEMA Fest represents where our industry is headed, at the crossroads of innovation, lifestyle and cultural relevance," said Tom Gattuso, SEMA vice president of events. "By bringing together the world's premier automotive gathering with iconic music, immersive automotive experiences and enthusiast access, we are creating a powerful platform that expands the reach of car culture, strengthens engagement with new audiences and sends SEMA Week out on a high-energy, high-impact note."

SEMA Fest serves as the public-facing finale of SEMA Week, extending the SEMA Show experience into an evening celebration of automotive culture, motorsports and music.

Tickets are available at semafest.com, including general admission, VIP concert access and combination tickets that provide access to both SEMA Fest and Friday public access to the SEMA Show.

For more information about the SEMA Show and SEMA Week, visit SEMAShow.com.

By SEMA News Editors

With the October 16 deadline fast approaching, builders planning to display a vehicle at the 2026 SEMA Show have one final opportunity to enter the SEMA Battle of the Builders Presented by Mothers High Performance Car Care. Builders can submit an entry while securing their vehicle's Show placement, but a feature vehicle space or booth space must be secured by October 16 to remain eligible.

Enter at semabotb.com.

Now in its 13th year, the SEMA Battle of the Builders Presented by Mothers High Performance Car Care has become a proving ground for custom vehicle builders exhibiting at the SEMA Show. For 2026, the competition is expanding beyond four wheels with the debut of the SEMA Battle of the Builders: Bike Builder Shootout, creating a new opportunity for custom motorcycle builders to earn industry recognition on the SEMA Show stage. Entries will be evaluated separately by motorcycle industry judges based on craftsmanship, design innovation and overall execution, with entries advancing through the competition until one builder is ultimately named the overall Bike Builder champion.

The Bike Builder Shootout joins the program's four core automotive competition classes: Hot Rod & Hot Rod Truck; 4 Wheel Drive & Off-Road; Sport Compact, Import Performance, Luxury & Exotic; and BFGoodrich Young Guns. As in years past, winners from these four classes will advance through the competition, with one ultimately named overall Battle of the Builders champion.

Supporting the Next Generation of Builders With the BFGoodrich Young Guns

Builders age 29 and younger can enter the BFGoodrich Young Guns category, which continues to provide emerging talent with increased visibility and opportunities to compete alongside some of the industry's most respected names.

If you have a 2026 SEMA Show build, you can enter the Battle of the Builders competition while working to secure its Show placement. The BOTB operations team will review applications and verify the vehicle's status for displaying at the 2026 SEMA Show. To continue in the competition, the vehicle's feature vehicle space or booth space must be secured by October 16, 2026.

If you have already secured a spot on the 2026 SEMA Show floor for your build, you can enter now at semabotb.com.

Enter the 2026 SEMA Battle of the Builders Presented by Mothers High Performance Car Care today.

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, the Registration Resource Center, or the 2026 SEMA Show floorplan.  

Tickets are also available for SEMA Fest, the celebration of car culture and music on Friday, November 6, 2026, on the SEMA Show campus. Secure tickets or learn more at semafest.com.   

Note: Battle of the Builders entrants may enter while working to secure their vehicle's placement at the SEMA Show. However, the vehicle must have its feature vehicle space or booth space secured by October 16, 2026, to continue in the 2026 BOTB competition. Applying for the Battle of the Builders does not grant a vehicle a spot at the 2026 SEMA Show.

To apply for a feature vehicle space at the 2026 SEMA Show, a SEMA Show exhibiting company must sponsor the space. Once sponsorship has been secured, builders can apply for a feature vehicle space here. See the feature vehicle rules and regulations for additional information. Questions about applying for a feature vehicle space can be directed to Maurice O'Connell at mauriceo@sema.org.

By SEMA News Editors

The Auto Film Mastery Conference, the provider of online education and training for the automotive film industry, will join SEMA Week on Monday, November 2. For the first time ever, the one-day conference will be part of the SEMA Show's broader education offering, taking place in the North Hall of the Las Vegas Convention Center. Learn more and register at autofilmmastery.com.

Designed for window tinters, paint protection film installers, automotive detailers and other restyling professionals, the conference focuses on helping businesses grow, improve sales processes and stand out in their local markets ahead of the 2026 SEMA Show, November 3-6.

The Auto Film Mastery Conference will feature three speakers addressing leadership, sales and business development:

• Harry Rahman – "Stop Hiring People Like You: Hire for What You're Missing." Rahman will discuss how to understand natural leadership styles, identify gaps and build a team that complements individual strengths.
• Dom Cardarelli – "Stop Chasing the Sale: Build a Process Customers Trust." Cardarelli will explore how to create a consultative sales process that builds customer confidence, strengthens a business's reputation and helps close better customers.
• Erik Devash – "Why Some Businesses Win: What the Best Companies Do Differently." Devash will share strategies for focusing time, improving the customer journey and creating a competitive advantage.

Attendees can choose between General Admission and VIP passes. Both include access to all sessions, keynotes and panel discussions, networking opportunities, Q&A sessions and special offers from conference sponsors. VIP passes also include reserved seating in the VIP section and full recordings of this year's conference sessions.

Auto Film Mastery Conference ticket sales close Saturday, October 31. For more information and to register, visit autofilmmastery.com.

For more information about the 2026 SEMA Show, November 3-6 in Las Vegas, visit semashow.com.

By SEMA News Editors

FeedStation Opens 'Horsepower' Shopify App to All Automotive Sellers

FeedStation, an eCommerce technology company serving the automotive aftermarket, has made "Horsepower," its Shopify app built specifically for automotive parts sellers, publicly available.

Following several months of private beta use by automotive eCommerce businesses, Horsepower has been approved for public distribution in the Shopify App Store and is now available to all eligible Shopify merchants.

"Automotive sellers didn't get into this business because they wanted to spend their days managing spreadsheets, inventory feeds and product data," said Michael Linnane, CEO of FeedStation. "We built Horsepower to handle that complexity for them. Sellers should be able to decide what they want to sell and how they want to run their business, and then trust the technology to do the repetitive work behind the scenes."

Horsepower brings together many of the functions required to operate an automotive Shopify store, including:

• Real-time supplier inventory
• Automated pricing and margin rules
• Automotive product and catalog data
• Supplier connections
• Vehicle fitment
• Product listings
• Order management
• Intelligent logistics and dispatch

Horsepower is built on technology developed by FeedStation, which provides eCommerce infrastructure for established automotive sellers operating across Shopify and marketplaces including Amazon, eBay and Walmart. Horsepower brings that experience to a Shopify-focused application designed to be accessible to a broader range of automotive businesses. "Our goal isn't to turn automotive experts into eCommerce technology experts," Michael said. "It's to give automotive experts the technology they need to build great eCommerce businesses."

FeedStation will demonstrate Horsepower at the 2026 SEMA Show, November 3–6 in Las Vegas, giving automotive retailers, manufacturers, distributors and industry partners an opportunity to see the platform in action.

For more information, visit feedstation.com.

Image courtesy of Shutterstock | Rawpixel.com

Reality Docu-Series 'Restyling America' Premieres on YouTube

"Restyling America," a new reality-documentary series has premiered on YouTube and is aiming to showcase the craftsmanship and stories behind the restyling industry.

Hosted by Jesse Stoddard, "Restyling America" aims to educate and entertain industry professionals and enthusiasts by revealing craftsmanship and business stories behind vehicle personalization.

"Most people only see the finished vehicle," Stoddard said. "We want them to see the creativity, craftsmanship, and business relationships behind it ––and understand what professional restylers make possible."

The Florida premiere follows Restylers Aftermarket Specialist across its two Northwest Florida locations. Cameras capture active work, including wheels, suspension, tint, wraps, leather, audio, electronics, bedliners and fleet projects, while introducing the owners, technicians, customers, and local relationships that keep the business moving.

The episode does not stop at a shop tour. Stoddard and Restylers' GM Steve Davis also visit a dealership to show how restylers help dealers differentiate their inventory and create new revenue opportunities. At Gary Smith Ford, the cameras captured Davis pitching a customized vehicle package––and the dealership saying yes to a real preload commitment. What began as a sales conversation became an on-screen business outcome, giving industry viewers a rare look at how a professional restyler can turn an idea into a deal.

A second episode, filmed in Minnesota and now in post-production, expands that story. It follows a Champion Auto Systems sunroof from manufacturing through installation at Automotive Concepts, then visits P&L Automotive to show the scale, systems and pace of a high-volume dealer-services operation. A dealership handoff involving the Pink Bronco and a customized blue Bronco for Higher Power Fitness shows how personalization can express identity, advance a mission and create business value.

Production is led by Bruce Dear of SVP Media, whose commercial, documentary and post-production experience spans more than two decades. Stoddard, founder and co-host of the "Ride-in-Style Podcast" and a member of the SEMA PRO Select Committee, serves as the audience's informed guide, asking the questions viewers would ask and translating the industry for those largely invisible outside enthusiast and trade circles.

For more information, visit restylingamerica.com.

The AAM Group Announces 2027 Membership Meeting Dates and Location

The AAM Group has announced that its 2027 Membership Meeting will take place May 18–20, 2027, at the Renaissance Schaumburg Convention Center in Schaumburg, Illinois. 

The annual event will bring together AAM distribution members, supplier partners and other industry professionals from across the organization's network for three days focused on strengthening relationships, identifying new opportunities and supporting continued growth throughout the automotive aftermarket, the organization said.

The meeting brings key decision-makers and buyers from across AAM's distribution network directly together with supplier partners, creating valuable opportunities for face-to-face conversations, purchasing discussions, strategic planning and new business development, AAM Group representatives said.. 

Returning to Schaumburg for 2027, the Membership Meeting will also provide attendees with opportunities to explore new products and programs, participate in business and marketing discussions and collaborate on initiatives designed to help AAM members and suppliers grow their businesses. 

For more information, visit theaamgroup.com.

By Ashley Reyes

Automotive restoration professionals still have time to join an upcoming webinar focused on how video content can help their business stand out, build trust and increase sales in today's marketplace.

"ARMO General Membership Meeting and Panel Discussion: Gears & Growth––Building Trust and Finding Customers on Social Media," will take place on Thursday, October 15, at 10:00 a.m. PDT/1:00 p.m. EDT.

Hosted by the Automotive Restoration Market Organization (ARMO), the general membership meeting will feature brief updates on ARMO's initiatives and member resources. The event will then transition into a panel discussion moderated by Joanna Agosta Shere, president at Steele Rubber Products, and featuring panelists Barry Alt, founder and digital marketing strategist at Motor Head Digital; Jason Chandler, marketing director at Auto Metal Direct; and Tony D'Antonio, CEO and founder at D'Antonio Automotive.

During this session, attendees will learn how busy automotive businesses can use simple, authentic behind-the-scenes video to prove their quality and secure direct-to-consumer sales. Panelists will also discuss how shops can turn the work they are already doing in the garage into an effective sales and community-building tool without requiring a large production budget.

Whether you're looking to increase visibility, build customer confidence or create more engaging video content through authentic storytelling, this session will provide practical strategies you can implement immediately.

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

Sponsored by Idemitsu 

When Honda revived one of its most iconic nameplates for 2026, the response from enthusiasts was immediate––and divided.

The return brought unmistakable style, modern technology and a hybrid-only powertrain. But for many Honda fans, one question remained: What could this car have been with more power, more performance and the kind of driver-focused experience that made the original an icon?

Idemitsu Lubricants America and Throtl heard the conversation. Then they decided to answer it.

Now entering the second year of their partnership, Idemitsu and Throtl have spent the past year creating a one-of-a-kind Honda build inspired by what enthusiasts have been asking for. The finished vehicle will make its world premiere at SEMA Show 2026 on Tuesday, November 3, at 10:00 a.m. PST, live from Idemitsu Booth #23753 in the Racing & Performance section of the Las Vegas Convention Center.

Exactly which Honda model has been transformed––and what is hiding beneath its hood––will remain a closely guarded secret until the cover comes off.

But if last year's collaboration is any indication, the reveal will be worth the wait.

Taking the Conversation From Online to the Show Floor

The absence of a manual transmission and the decision to offer the revived coupe exclusively with a hybrid powertrain gave Honda enthusiasts plenty to debate. Idemitsu and Throtl saw an opportunity to take that conversation beyond comment sections and online forums.

Rather than simply imagining what might have been, they set out to build it.

The project reinterprets the new Honda with the power, performance, and personality enthusiasts have been craving. While the full specifications remain under wraps, Throtl promises a dramatically reimagined vehicle built to push the platform––and its supporting components––to the limit.

"Our partnership with Throtl has become one of the most anticipated parts of our SEMA presence," said Alexandre Moreira, Marketing Manager at Idemitsu Lubricants America. "Last year's reveal drew huge crowds and media attention at our booth, and this year we wanted to top it by tackling a car that’s on every Honda fan’s mind right now."

The build is designed to do more than attract attention. It also demonstrates what becomes possible when bold aftermarket thinking is supported by more than a century of lubrication expertise.

"Idemitsu has been engineering lubricants purpose-built for Japanese engines for generations," Moreira added. "This build is a perfect showcase of what our oils can do when a car is pushed to its absolute limit."

A Partnership Built for JDM Fans

Idemitsu and Throtl first joined forces at SEMA 2025, bringing bold, unmistakably Japanese performance builds to an audience that lives and breathes automotive culture.

The collaboration was a natural fit.

Founded in 2015 by brothers Evan and Rick Beckerman, Throtl has grown into a leading automotive media brand and e-commerce platform. Its massive catalog includes more than 400,000 performance and aftermarket parts, while its automotive content reaches a community of more than four million followers.

Behind those numbers is a genuine enthusiasm for car culture. Throtl has built its reputation by taking ambitious ideas, finding the right platforms, and transforming them into finished vehicles that feel exciting, surprising, and authentic to the enthusiast community.

"Last year we showed up and showed out at SEMA," said Throtl Co-Founder Evan Beckerman. "This year, we’re taking on the build every Honda fan has been arguing about online for months."

That makes the latest collaboration more than another custom-car debut. It is a direct response to the fans who looked at Honda’s revived icon and imagined an entirely different kind of performance machine.

"We can't say what it is or what's under the hood just yet," Beckerman added, "But once people see it, they will be absolutely amazed. Idemitsu has been with us every step of the way, and without their oil, this build wouldn’t survive what we’re about to put it through."

More Than 110 Years of Japanese Lubrication Expertise

For Idemitsu, supporting a radically transformed Japanese performance car is backed by generations of experience.

Since 1911, Idemitsu has developed premium lubricants engineered to meet exacting performance requirements. Today, Idemitsu Kosan Co., Ltd. is recognized as one of the world's top lubricant manufacturers, with products supporting everything from everyday transportation to high-performance automotive applications.

Idemitsu has also served as a trusted factory-fill supplier to leading Japanese automakers for more than 65 years. Its original-equipment relationships have included brands such as Toyota, Lexus, Honda, Acura, Subaru, Mazda, Mitsubishi, Nissan and Infiniti.

That experience provides an intimate understanding of Japanese engines, transmissions and drivetrains––and of how the correct lubricant can help protect their performance.

Idemitsu's full line of synthetic motor oils is formulated specifically for the demands of Japanese engines, from stock daily drivers to extensively modified performance builds. That is especially important when a vehicle is pushed beyond its original specifications, where increased power, heat and mechanical stress place even greater demands on every component.

It is also what makes the partnership with Throtl feel authentic. Throtl brings the vision, creativity and connection to enthusiast culture. Idemitsu brings the lubrication technology and Japanese original-equipment expertise needed to support that vision.

Together, they are building the Honda enthusiasts wished for.

See the Vehicle Revealed at SEMA 2026

The speculation ends November 3.

Visit Idemitsu Booth #23753 at 10:00 a.m. PST during the 2026 SEMA Show to witness the world premiere, meet the Throtl team, explore Idemitsu's racing and performance lineup, and see what happens when more than 110 years of Japanese lubrication expertise meets one of the most debated new vehicles in the enthusiast community.

The model is still a secret. The performance will speak for itself.

You wished it. Idemitsu and Throtl built it.

Visit idemitsulubricants.com for more information.

Mercedes-AMG Electric SUV Spotted With Less Camouflage

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, 2026, at The 140 Festival at the Mercedes-Benz Museum in Stuttgart. 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 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 surrounding the new GT SUV still require caution. The 1,169-hp output, up to 2,000 Nm of torque, 106-kWh battery, 800-volt 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.

Electric AMG: The Mercedes-AMG E-Class EQ

Our photographer at the German Nürburgring has caught a less camouflaged prototype of an AMG-powered variant of the Mercedes E-Class EQ. The next-generation Mercedes-Benz E-Class is also in the pipeline with EQ Technology, following the Mercedes GLC and the upcoming C-Class, both with EQ Technology. The new E-Class EQ will also debut as an AMG — possibly based on the next-generation AMG.EA dedicated platform used by the Mercedes-AMG GT 4-Door Coupé.

For now, all we know is that the all-new Mercedes E-Class Electric has been undergoing testing since last year and is set to launch as a fully electric vehicle to replace the unsuccessful Mercedes EQE Sedan. The AMG variant is recognizable by its funky AMG wheel designs, wider fender flares, the lower section of the front bumper and the spoiler lip at the rear.

As for performance, the rumor mill suggests the new Mercedes-AMG E-Class EQ will use a detuned version of the AMG.EA platform and arrive with 800 to 900 hp, though it will also be quite heavy due to the battery pack.

Story and photos by Andreas Conradt, Automedia

By SEMA News Editors

Seven leading automotive and powersports original equipment manufacturers (OEMs) will showcase new vehicles, concept builds, performance products and customization experiences at the 2026 SEMA Show, November 3-6 in Las Vegas.

Ford Motor Company, Harley-Davidson, Honda Racing Corporation, Mitsubishi Motors, Mopar/Stellantis, Nissan, and Toyota will connect with the automotive aftermarket and demonstrate how performance, personalization and emerging product opportunities are shaping vehicles across street, track, off-road and powersports applications.

"When an automaker is ready to debut a vehicle, the SEMA Show offers a combination of industry influence, media attention and enthusiast energy that is difficult to match," said Tom Gattuso, SEMA vice president of events. "Manufacturers are not simply unveiling vehicles here. They are introducing them to the people who will customize, promote and help define what those vehicles can become."

Ford Motor Company

Booth #20000 in Central Hall
Booth #55033 in West Hall

Ford Motor Company is returning to the SEMA Show in a big way, with a showcase celebrating performance, personalization and the creativity of the builder community. From some of its most iconic enthusiast vehicles to a broad range of accessories and performance parts, Ford builds on that passion by giving customers more ways to make their Ford their own. Attendees can expect plenty of inspiration, hands-on experiences and one very big surprise when the Show opens. And when Ford says big, it means big.

"People don't just buy a Ford; they make it their own," said Matt Simpson, executive director of Ford Customization. "SEMA celebrates the ingenuity of people who see a vehicle not as a finished product but as a starting point. That spirit has always been part of Ford, and we're excited to return to the Show under the Blue Oval, alongside the builders, creators and enthusiasts who continue to push what's possible."

That focus on personalization will also carry into the Ford booth, where attendees can take part in the Ford Custom Garage Ultimate Build Competition.

Ford at SEMA: Design It. Build It. Make It Yours. 

Visit the Ford Booth #55033 in the West Hall to take part in the Ford Custom Garage Ultimate Build Competition. Showgoers can submit their Ultimate Ford Bronco Big Bend build using the Ford 3-D configurators straight in the booth.

Washtenaw Community College students will bring the winning design to life in the Ford booth with Genuine Ford Accessories and Ford Racing Parts for those who enter by 3:00 p.m. on Tuesday, November 3.

Missed the competition deadline? Showgoers can still create a design throughout the week and stop by the Ford booth to see the winning build come to life––just note that late entries won't be eligible to win.   

Ford has also released a teaser video offering an early look at its 2026 SEMA Show plans, with additional details expected closer to Showtime.

Harley-Davidson

Booth #60217 in West Hall (Powersports | SXS| Lifestyle)
Booth #70050 in Diamond Lot (outside West Hall)

For its 2026 SEMA Show activation, Harley-Davidson will immerse guests in the culture of self-expression through engaging customization experiences, including custom motorcycle showcases and an elevated garage environment that celebrates the craftsmanship behind custom builds. Anchored by a storytelling installation highlighting Harley-Davidson's racing and performance heritage, the experience connects the brand's iconic past with the creativity and individuality that define it today.

"Customization through parts and accessories is core to the Harley-Davidson brand and ownership experience, making the SEMA Show a natural fit," said Bryan Niketh, chief operating officer of Harley-Davidson Inc. "We're excited to be part of the expanded Powersports section and look forward to connecting with riders there."

Honda Racing Corporation

Booth #24789 in Central Hall 

The Honda Racing Corporation (HRC) booth at the 2026 SEMA Show will bring together the worlds of two-wheel and four-wheel performance in a dynamic showcase of HRC's racing heritage and future. Attendees will get an up-close look at championship-winning performance, new original merchandise for sale and authentic HRC Performance Parts developed for street, track and off-road enthusiasts.

The display highlights HRC's growing product business, including performance products, merchandise and memorabilia. Interactive experiences and special appearances will give fans even more ways to connect with the people, engineering and competitive spirit behind HRC. Attendees can expect a few surprises that demonstrate how HRC continues to turn lessons learned through racing into new possibilities for customers.

"SEMA brings together the people who are most passionate about performance, innovation and personalization, making it the perfect place for HRC to share what we learn through racing," said Jon Ikeda, senior vice president of Honda Racing Corporation USA. "The HRC display celebrates our championship heritage while offering a glimpse at how that experience can inspire new products and possibilities for Honda and Acura customers."

Honda Racing Corporation (HRC) will showcase new developments in off-road competition and performance parts at the 2026 SEMA Show. The company will unveil a new trophy truck developed for the 2027 SCORE World Desert Championship, as detailed in its trophy truck announcement. HRC will also introduce HRC Performance Parts, with sales scheduled to begin in March 2027.

Mitsubishi Motors North America

Booth #52249 in West Hall 

"Mitsubishi is back, with our bold Momentum 2030 business plan providing the roadmap for our future," said Mark Chaffin, president and CEO, Mitsubishi Motors North America Inc. "The plan calls for at least one all-new or significantly revised vehicle every year through fiscal-year 2030, while building a bolder, more distinctive Mitsubishi brand with a stronger identity and presence. At the heart of that future is our four-wheel-drive heritage and an unmatched record of success in the Dakar Rally and World Rally Championship, a legacy that will help inspire the exciting new models to come. Our return to the SEMA Show, with our first official presence since 2012, is more than a return––it's a stake in the ground for the future of Mitsubishi Motors in America." 

Mitsubishi Motors will return to the SEMA Show for the first time since 2012, with the world debut of the '28 Outlander Diamond Trail Edition. The adventure-focused SUV features 18-inch all-terrain tires, an updated Super-All Wheel Control system and an exclusive Rock drive mode. Mitsubishi will display six vehicles at booth 52249 in the West Hall.

Mopar/Stellantis

Booth #59119 in West Hall 

"Mopar is shifting the West Hall into high gear with an all-new home, bold concept vehicles, head-turning builds and a few unexpected surprises, all showcasing the creativity, innovation and performance engineering that powers our brands," said Darren Bradshaw, senior vice president of Mopar North America. "There is no stage like the SEMA Show to ignite our passion for customization and performance, connect with enthusiasts and demonstrate the impressive breadth and depth of our quality-tested, factory-backed portfolio of parts and accessories."

Mopar will also mark its upcoming 90th anniversary with the debut of the Mopar '27 Dodge Charger, a limited-edition package featuring distinctive styling, carbon-fiber components and performance enhancements. Available for the 2027 Dodge Charger R/T and Scat Pack Plus, the package will be limited to 270 units. The Charger will join customized Dodge, Jeep and Ram vehicles and a range of factory-backed performance parts and accessories at the Mopar booth in the West Hall.

Nissan

Booth #21521 in Central Hall 

Nissan's 2026 SEMA Show display celebrates the passion of the enthusiast community with a collection of concept vehicles that blend creativity, capability and customization. Spanning heritage-inspired performance builds, off-road adventurers and motorsports-driven projects, the lineup showcases the spirit of customization that continues to inspire Nissan enthusiasts on and off the road.

Toyota

Booth #22200 in Central Hall 

"SEMA is where creativity, performance and possibility come together," said Owen Peacock, general manager of Toyota Marketing. "It's the perfect venue to showcase the versatility of Toyota vehicles and explore what's possible when imagination meets capability. From everyday driving to the next big adventure and beyond, these builds demonstrate how Toyota vehicles and its portfolio of powertrains and accessories can meet a wide range of needs while inspiring new ways for customers to make them their own."

"Attendees will find a wide range of manufacturer experiences and where their products are headed into the future, from concept vehicles and custom builds to performance parts, accessories and interactive displays," said Andy Tompkins, SEMA trade show director. "They will be able to compare approaches, talk with manufacturer representatives and gather ideas they can apply to their own businesses and projects."

Toyota has also unveiled its Snowhunter concept family, a five-vehicle lineup featuring the Tundra, Tacoma, 4Runner, Land Cruiser and Sequoia. Designed for winter exploration, the concepts combine snow-ready equipment, off-road capability and adventure-focused accessories to show how Toyota trucks and SUVs can be customized for travel beyond plowed roads.

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.   

By SEMA News Editors

For SEMA Show exhibitors looking for a different way to entertain clients, connect with customers or bring teams together after a long day on the show floor, F1® Arcade Las Vegas offers an experience that combines motorsports, competition, food and nightlife under one roof.

Located inside The Forum Shops at Caesars Palace on Las Vegas Boulevard, F1® Arcade is among the best options for exhibitor and client entertainment during SEMA Week. With 87 racing simulator sunder one roof, F1® Arcade offers full-venue buyouts for 600-plus guests, semi-private spaces and private rooms accommodating up to 220 guests.

Turn a Corporate Event Into a Fun Competition

Tournaments at the F1® Arcade can turn departments, customers, vendors or industry partners into teams competing against each other for bragging rights. Even better, guests don't need to be experienced sim racers to enjoy the experience, as F1® Arcade offers multiple skill levels so newcomers can compete alongside more experienced drivers.

Hospitality With Built-in Entertainment and Networking

F1® Arcade Las Vegas is built for networking without feeling like a typical corporate event. The competitive environment creates an easy conversation starter and gives exhibitors, clients and teams something interactive to do together rather than simply meeting at another typical networking venue.

The experience also combines racing with elevated food, cocktails, social spaces and nightlife—making F1® Arcade well suited for post-SEMA receptions, happy hours, client dinners and after-parties.

F1® Arcade: A Natural Fit for Automotive Brands

SEMA attracts manufacturers, suppliers, performance companies, technology brands and many other types of automotive businesses. F1® Arcade provides an environment where those companies can entertain customers while keeping the experience connected to speed, performance and racing.

Ideal for brand activations, the racing environment creates opportunities for sponsored races, branded leaderboards, customer competitions, product launches, VIP receptions and influencer or creator events.

After spending the day walking the busy SEMA Show floor, Showgoers can transition into an experience that still feels connected to automotive culture without feeling like a regular business environment.

Learn More About Hosting an Event at F1® Arcade Las Vegas

For more information about hosting a private event, client gathering or brand activation at F1® Arcade Las Vegas, visit the F1 Arcade Las Vegas website at f1arcade.com/us/las-vegas or visit the Private Events webpage at f1arcade.com/us/private-events/las-vegas.