2026 SEMA Show Draws 150,000-Plus and 2,200 Brands to Las Vegas

The 2026 SEMA Show has concluded four days of product discovery, business meetings and automotive culture at the Las Vegas Convention Center. SEMA said the event brought together more than 150,000 industry professionals, media and enthusiasts from 140 countries and more than 2,200 exhibiting brands, including 400 first-time exhibitors.

The association described the show as a global marketplace for the automotive aftermarket, an industry it says generates $383 billion in annual economic impact, supports 1.25 million jobs and produces $107.7 billion in wages nationwide.

"The SEMA Show reflects the scale, creativity and economic importance of the automotive aftermarket," said SEMA CEO Mike Spagnola. "This year's event built on that foundation with an expanded powersports and motorcycle presence, advancements in emerging propulsion technologies, automation and smart manufacturing, and new opportunities to connect with consumers. Those developments underscore the strength of the market and the opportunities emerging across the industry."

New products and automaker reveals

Thousands of products were entered in the New Products Showcase and debuted on the show floor, including AI-enabled repair tools, ADAS calibration equipment, connected technology and performance components. SEMA said key trends included the use of artificial intelligence to streamline repair and shop operations; greater integration of technology, durability and function in truck, off-road and powersports products; and continued improvements in performance and comfort for classic vehicles.

Major automakers also used the show as a launch platform:

Ford Motor Company unveiled a '66 Ford Racing R125 Mustang Fastback, a heritage-inspired vehicle built with Ford Racing parts to mark the organization's 125th anniversary. Honda Racing Corp. (Honda/Acura) showed the recently unveiled Passport Baja Spec Trophy Truck, Passport TrailSport Baja Chase and HRC Performance Parts for the Civic Type R, Integra Type S and Passport TrailSport. Mitsubishi unveiled its 2028 Outlander Diamond Trail Edition in a global debut. Nissan unveiled new Frontier, Pathfinder and Armada concepts, along with a Sentra Spec-V and two enthusiast-inspired Z concepts. Stellantis, through Dodge, Jeep and Mopar, unveiled a Jeep Wrangler Scrambler SRT Concept, showed a Jeep Wrangler BUZZCUT concept and introduced a new series of crate engine packages through Direct Connection, the factory-backed performance arm of Stellantis' SRT performance division. Toyota introduced its Snowhunter Concept lineup, featuring the Tundra, Tacoma, 4Runner, Land Cruiser and Sequoia.

Powersports, awards and education

An expanded Powersports, side-by-side and Adventure Lifestyle section featured dirt bikes, motorcycles, side-by-sides, trailers, tow vehicles, gear and adventure-lifestyle products. Participating brands and organizations included Harley-Davidson, Kawasaki Motors Corp., Yamaha Watercraft, Kymco USA Inc., Inferno Eyewear, Denago, Shock Therapy and the National Powersports Dealers Association, among others.

Massimo Motor used the show to launch the Sentinel 1500 and Warrior 1500. "We're really excited to be here because we launched the Sentinel 1500, as well as the Warrior 1500," said Ron Luttrell, Massimo Motor vice president of dealer development. "It was the first time the public had seen them, so launching at SEMA was important to us. The feedback has been overwhelmingly positive for both of those units, the brand and the other units we displayed."

SEMA Battle of the Builders Presented by Mothers added a Bike Builder Shootout in 2026. More than 50 motorcycles were entered, and Steven Iacona won the inaugural championship with a customized Harley-Davidson Knucklehead. "I am truly grateful for this honor," Iacona said. "The entire event was incredible. The competition was difficult, but I will absolutely be back next year. Thank you to everyone at SEMA for inviting custom bike builders to participate. It was amazing."

Eddie Pettus won the 2026 Battle of the Builders with his '70 Chevrolet Chevelle. Thomas Kincer of Kincer Chassis won the 2026 SEMA Best Engineered Vehicle of the Year Award for his '77 Ford F-100.

In the inaugural Ford Custom Garage Ultimate Build Competition, six Washtenaw Community College students built an attendee-designed Ford Bronco live in the Ford booth before a Friday reveal. The SEMA Show Student Program attracted more than 1,000 students, an all-time high, SEMA said. Education sessions were offered across multiple SEMA-led and partner tracks.

Friday, SEMA Live and 2027 plans

On Nov. 6, SEMA Show Friday was open to the public. The SEMA Cruise took show vehicles out of the convention center, and SEMA Fest featured performances by The Offspring, Jimmy Eat World, 311 and The Alive.

SEMA Live presented by AutoZone delivered 32 hours of scheduled coverage from the show campus on SEMA's YouTube and Facebook channels, including product and vehicle reveals, interviews, outdoor demonstrations, Battle of the Builders and the SEMA Cruise.

The show returns to Las Vegas on Nov. 2-5, 2027, for its 60th anniversary. SEMA said the priority booth-space application deadline has moved up to Feb. 1, 2027.