Plan Now to Catch These Headline Events, Features and Attractions at the 2026 SEMA Show

Show Highlights

By Michael Imlay

The annual SEMA Show is more than a trade gathering—it’s an immersive event connecting you to the industry’s energy and pulse. And, let’s be honest, the specialty aftermarket is among the most exciting industries in the world.

When the 2026 Show roars back to the Las Vegas Convention Center (LVCC) this November 3-6, it will be action-packed with events, outdoor activations and special features both familiar and new. So, while the more than 2,200 brands exhibiting new and featured products at the Show remain the core of the SEMA Week experience, you won’t want to miss the “must-see” Show items listed here. All are designed to highlight the latest trends and innovations sweeping the automotive industry and culture while simultaneously informing, entertaining, provoking thought, and, yes, stirring passions among Showgoers.

Stay Up-to-Date!

The information in this article was up-to-date as of press time; however, be sure to consult semashow.com for the latest details. We also highly recommend downloading (and regularly consulting) the official SEMA Show mobile app available through your native app store (search SEMA Show) as well as online at semashow.com/app. The free app puts the entire SEMA Show in your pocket and includes numerous tools and features to help you get the most from your Show experience.

High-Profile Events

The following events promise not only to amp up your SEMA experience but to immerse you more deeply in the industry’s vibe and culture.

SEMA Show Kickoff Breakfast

Westgate Las Vegas
Doors and Grab-and-Go Breakfast open 7:00 a.m.; Program begins 7:20 a.m.

Join the celebration as SEMA recognizes its New Product Award winners and honors Channel Partner and Manufacturer of the Year Award recipients. Judged across 15 product categories, the awards recognize outstanding achievements in the innovations being introduced to the specialty automotive market at the Show. Each product category sees one overall winner and two runners-up, so you’ll get plenty of new-product tips to pursue on the Show floor. (Additionally, see the information about the New Products Showcase under the “All-Week” section of this article).

The Kickoff Breakfast—which also features special appearances by industry icons—launches the SEMA Show and the industry’s most important week of business.

SEMA Battle of the Builders Presented by Mothers High Performance Car Care

Central Hall #24743

(Above) Doors open for the SEMA Industry Honors at 6:00 p.m. on Thursday, November 5.

(Below) Follow the Battle of the Builders Presented by Mothers High Performance Car Care progress in booth #24743.

Builders again bask in the limelight of the annual SEMA Battle of the Builders (BOTB) Presented by Mothers High Performance Car Care, the industry’s most celebrated vehicle-building competition. Also, for the first time ever, the 2026 BOTB adds a motorcycle build category. BOTB delivers SEMA Show attendees—plus the millions who follow the action online—insights into the latest trends and techniques used by the automotive world’s most influential builders, as well as up-and-comers.

Introduced in 2014 to showcase skilled vehicle builders and products across all market categories, the competition unfolds from Tuesday through Friday. But there’s a twist: While expert judges narrow the selections down, it’s the builders themselves who ultimately cast the final votes to select the overall winner.

You can follow the progress at the BOTB stage (#24743), where the Top 40 finalists will be introduced Tuesday, November 3. On Wednesday, November 4, another round ends with the announcement of the Top 13. The Top 4 finalists will then be announced Thursday, November 5, with the final winner revealed Friday, November 6, as one of the Show’s crowning events. (See the SEMA Show app and/or semashow.com for times.)

SEMA Industry Honors

Fontainebleau Las Vegas, BleauLive Theater
Thursday, November 5; Doors open 6:00 p.m.; Awards program begins 7:00 p.m.

(Above) The SEMA Industry Honors include the Content Creator and Person of the Year awards.

Last year the SEMA Show introduced a fresh, new awards-show-style format for its annual celebration of industry excellence. This year, the highly anticipated SEMA Industry Honors return to the Fontainebleau Las Vegas and the BleauLive Theater to recognize leaders and icons from across the automotive world. Enjoy a high-spirited evening of awards, networking and camaraderie as the association honors the industry’s most influential voices, including Content Creator and Person of the Year. (See “SEMA Into the Night” on p. 86.)

The doors open at 6:00 p.m. for mingling over cocktails, beverages and light eats, with the SEMA Industry Honors ceremonies commencing an hour later. (Note there is no dinner service, and cocktail attire is highly encouraged). Tickets are required; visit semashow.com/honors for further information.

SEMA Cruise

LVCC Campus
Friday, November 6, 4:00 p.m.

(Below) The SEMA Cruise has become one of the Show’s most highly prized events.

Vehicles and motorcycles from the 2026 SEMA Show begin parading out of the LVCC at Show close, 4:00 p.m. Friday. Attracting thousands of Show attendees and local enthusiasts, the SEMA Cruise delivers an impressive display of automotive prowess. In fact, the Cruise has become one of the Show’s most highly prized events. For industry professionals, it has also become a fun, trend-spotting tool offering glimpses into what resonates with the consumer public. Consider it a grand celebration of shared passion for cars, trucks and everything automotive—generating memories and millions of social-media impressions for the aftermarket.

SEMA Fest

LVCC Bronze Lot (outside South Hall)
Friday, November 7; Gates open at 3:00 p.m.

(Above) SEMA Fest is an epic celebration built for music lovers and car enthusiasts alike, bringing together roaring engines, stunning builds and unforgettable live performances all in one electrifying night.

SEMA Fest presents a captivating blend of music and automotive culture that can only be experienced at the SEMA Show. For 2026, SEMA Fest will rock to the stylings of musical groups including The Offspring, Jimmy Eat World, 311 and The Alive. Combine all that with the adrenaline rushes of automotive action, craft food and beverages, and shared camaraderie, and you can easily see why SEMA Fest has become a fast-growing crowd pleaser. Open to the general public, the event puts the perfect exclamation point on SEMA Week. (See “SEMA Into the Night” on p. 86.) Note that tickets are sold separately from SEMA Show registration. Visit semafest.com for complete information and to purchase tickets.

All-Week Activities and Features

Visit these special areas and activations any time during Show hours, Tuesday, November 3, through Thursday, November 5, 9:00 a.m.–5:00 p.m.; and Friday, November 6, 9:00 a.m.–4:00 p.m.

All-Week Highlights

• New Products Showcase — Lower South Hall, Booth #41271
• Feature Vehicle Displays — LVCC, Silver Drive, Silver Lot, Diamond Lot, Blue Lot, as well as lobbies of all exhibit halls
• SEMA Central — Grand Lobby
• Powersports/SxS/Lifestyle Section — West Hall and adjacent Diamond Lot
• SEMA FutureTech Studio — Central Hall, Booth #24401
• Art Walk — Outside Central Hall Members Lounge upstairs
• SEMA ADAS Showcase — Upper South Hall
• SEMA Collision Repair Stage — Upper South Hall, Booth #32145
• OPTIMA Unleashed — Bronze Lot (Outside South Hall)
• Toyo Tires Treadpass — LVCC Central to South Halls
• SEMA Gear — LVCC Various Locations

New Products Showcase

Lower South Hall, Booth #41271

Located near main Show registration in the Lower South Hall, the New Products Showcase (NPS) will open at 7:30 a.m.—a change that allows attendees to get an early start on their product explorations. One of the SEMA Show’s top features, the Showcase is an epicenter of innovation and a can’t-miss destination for buyers and media seeking the latest and most exciting products hitting the market. The 2026 NPS is again set to bustle with hundreds of new and featured products from the Show’s exhibitors. And thanks to the SEMA Show mobile app, you can quickly scan and capture product information and map your way to those exhibiting brands on the Show floor.

Feature Vehicle Displays

LVCC, Silver Drive, Silver Lot, Diamond Lot, Blue Lot, as well as lobbies of all exhibit halls

More than rolling works of art, the Show vehicles displayed at the SEMA Show connect attendees with the plethora of innovative parts and accessories introduced each year by the Show’s exhibiting brands. In fact, you’ll encounter display vehicles representing every industry niche—from cars to trucks to powersports—that serve as extensions of Show booths to quickly connect attendees with product creators. Using the SEMA Show app’s scanning feature, attendees can quickly capture product and exhibitor information from the vehicles to identify and map their way to the exhibitors that most spark their interest.

Powersports/SxS/Lifestyle Exhibition

West Hall and adjacent Diamond Lot

The rapidly growing powersports category has long been part of the SEMA Show’s DNA, and this year, an expanded and reimagined Powersports/SxS/Lifestyle exhibit space debuts in the West Hall, complete with an adjacent outdoor activation zone delivering live demonstrations of products in action. Integrated with the Show’s Truck, SUV & Off-Road categories, the section will feature brands serving the powersports market and performance upgrades for street motorcycles, V-Twins, dirt bikes, ATVs and side-by-sides, along with such products as tires, wheels, lifestyle gear and transport offerings for trailers, tow vehicles and hauling. The section will also more deeply explore the category’s shared connections with the outdoors, recreational and overlanding markets.

SEMA Central

Grand Lobby

SEMA Central serves as a Show hub, showcasing interviews, content and connections from across the specialty aftermarket. From automotive icons to special Show and awards announcements to inspiring and interactive presentations, SEMA Central brings Show participants week-long immersive industry experiences. Visit SEMA Central for top-tier vehicle builds and center-stage interviews with the aftermarket’s biggest and most interesting personalities. This year will showcase a new experience, utilizing the recently renovated Grand Lobby of the Las Vegas Convention Center.

SEMA FutureTech Studio

Central Hall, Booth #24401

Encounter the “Edge of Innovation”—where the most advanced technologies in EVs, future propulsion, automation and smart manufacturing converge. Explore visionary vehicle builds, next-gen materials and breakthrough systems redefining mobility. At the core is the FutureTech Live Education Stage, where you can sit in on high-impact, micro-learning sessions from leading tech minds. This is more than an exhibit—it’s an incubator for the future of everything automotive. It’s fast. It’s smart. It’s innovation on full display!

Art Walk

Outside the Central Hall Members Lounge Upstairs

Immerse yourself in the automotive lifestyle and culture through the SEMA Show Art Walk, where many of the automotive industry’s premier artists exhibit their latest creations. Executed in a variety of media, their works comprise a collection of pieces that will complement any home, office or workspace. Be sure to stroll by, connect with the talented creators and pick up some great pieces of automotive art.

SEMA ADAS Showcase

Upper South Hall

Explore the world of advanced driver assistance systems (ADAS) through dedicated features and thought leaders elucidating these rapidly evolving vehicle-safety technologies. Learn how ADAS impacts vehicle modifications, discover the latest calibration tools and get hands-on insights from top manufacturers and trainers. Whether you’re a builder, restyler or repair professional, this SEMA Show feature will help you stay ahead in modifying and adapting vehicles safely and confidently in the ADAS era.

SEMA Show Collision Repair Stage

Upper South Hall, Booth #32145

Visit the SEMA Show Collision Repair Stage, where you’ll experience free hands-on welding and VR demos plus daily I-CAR, SCRS and OEM presentations. Top experts will be on hand to answer all your questions about the collision-repair industry. In addition, watch presentations on-demand at RTS.I-CAR.com, a free resource for technicians to access repair information and tips.

OPTIMA Unleashed

Bronze Lot (Outside South Hall)

OPTIMA again hosts its popular week-long motorsports showcase OPTIMA Unleashed, featuring high-horsepower vehicles, choreographed drift demos and a star-studded lineup of drivers. The energy starts Tuesday as nearly 100 vehicles vie for the OPTIMA Ultimate Street Car Invitational championship, with vehicles judged on construction and modifications that enhance the look, performance and functionality of a stock vehicle while maintaining or enhancing the daily-drive comfort features and accessories. Show attendees can then see these custom vehicles on track in the OPTIMA Peak Performance Challenge, a timed acceleration and braking competition. The OPTIMA action continues throughout the Show, culminating in the ultimate grand finale Friday night at SEMA Fest.

Toyo Tires Treadpass

Connecting the LVCC Central and South Halls

The Toyo Tires Treadpass is an expansive exhibition featuring dozens of world-debut cars and trucks. The space also showcases the full line of Toyo Tires products and offers a chance to get the brand’s highly sought-after Toyo Tires x Leen Customs limited-edition pins. After the SEMA Show, find the right Toyo tire for your ride at toyotires.com.

SEMA Gear

LVCC Various Locations

Here’s your chance to purchase exclusive SEMA merchandise (and stock up for the coming holidays). SEMA Gear stores are conveniently situated to power your shopping experience. Be sure to stop by and pick up gifts, Show apparel and memorabilia for friends, family and business associates back home. Each store offers T-shirts, hats, bags and more. SEMA Gear stores can be found at: North Hall booth #10010, Central Hall booths #10080, #20600; Upper South Hall booth #30000; Lower South Hall booths #40000, #84499; West Hall booths #50020, #70000; and Silver Lot booth #81050. (Visit semashow.com/floorplan for more information.)