Jay Leno will share the stage with Harley-Davidson President and CEO Artie Starrs at the 2026 SEMA Show Kickoff Breakfast, the Specialty Equipment Market Association (SEMA) has announced.

The pair will sit down for a fireside chat at the breakfast, which opens the Show on Tuesday, Nov. 3, at 7 a.m. in the ballrooms of the Westgate Las Vegas Resort & Casino, ahead of the exhibit halls opening for business.

Harley-Davidson's first year in the Powersports section

Starrs' appearance comes as Harley-Davidson joins the Show's growing Powersports, SxS & Lifestyle section in West Hall this year. SEMA describes the move as a strategic expansion that reflects the increasing overlap between the automotive and powersports communities.

Tom Gattuso, SEMA's vice president of events, said the breakfast is meant to set the tone for the week.

The SEMA Show Kickoff Breakfast gives attendees an early start on the industry’s most critical week of business. 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.

— Tom Gattuso, Vice President of Events, SEMA

Product and company awards on the program

The morning will also feature the presentation of the 2026 SEMA Best New Product Awards, which recognize innovation in 15 categories. The winners are selected from entries in the New Products Showcase, giving attendees an advance look at new technologies shaping the automotive aftermarket.

The program closes with the naming of the 2026 SEMA Manufacturer of the Year and the 2026 SEMA Channel Partner of the Year, two awards that honor organizations for their leadership and contributions over the past year.

The Kickoff Breakfast is designed to energize attendees for a productive week. We look forward to uniting the global industry around product discovery, emerging trends, and business growth.

— Andy Tompkins, Trade Show Director, SEMA

A show of more than 2,000 brands

According to SEMA, exhibitor demand for this year's Show has passed 1 million net square feet of indoor exhibit space, with more than 2,000 brands set to exhibit Nov. 3-6 in Las Vegas.

Alongside the exhibit floor, attendees can visit the New Products Showcase, Battle of the Builders presented by Mothers, and FutureTech Studio, which focuses on the trends and technologies shaping the next generation of automotive tools and shop environments. The Show is part of the wider SEMA Week, which also includes Friday public access and SEMA Fest.

SEMA, a nonprofit trade association founded in 1963, has produced the SEMA Show since 1967. Registration and event details are available on the SEMA Show website.

Source: SEMA press release

Tagged: Kickoff Breakfast

Jay Leno, Harley-Davidson CEO Artie Starrs to Headline 2026 SEMA Show Kickoff Breakfast