Show Buzz

By SEMA Magazine Editors

“How do you SEMA?” The annual SEMA Show is many things to many people. Most attendees say finding new products tops their list. Others will add observing the latest trends and staying on top of rapidly advancing vehicle technologies. Still others cite the Show’s world-class education across a variety of business topics, along with unparalleled events, networking and face-to-face business opportunities. And, of course, there are the builds and feature vehicles—the hundreds upon hundreds of eye-catching vehicles of every type and purpose.

For a taste of what attendees and exhibitors are looking forward to this year, we surveyed a broad mix of industry professionals. Whether the 2026 SEMA Show will be your first or another in a career’s worth of Shows over the years, their insights can help inform your plans for leveraging the automotive aftermarket’s premier trade gathering.

Trends and Opportunities

Industry pros are already looking forward to the many exciting new trends and products they’ll encounter across every category at the 2026 Show. Here’s just a sampling of what they’re anticipating.

“[We come each year] to find something new that’s on the market, maybe something that other people in our area don’t have. SEMA is always the cutting-edge show.”

—Tammy Harbin, The Jeep Outpost, Florida

“I’m looking forward to seeing new applications for chassis and suspension systems providing hot-rod and musclecar fans wider coverage and more options and choices. It’s also cool to see new solutions to integrate modern power, gearboxes and features into classics, like the 8hp transmissions and controllers. I’m also seeing how many companies are revising previous products to make them perform, fit or look better—making it easier for us builders and installers to raise the bar without having to make everything in-house.”

—Kevin Oeste, creative director, V8TV Productions Inc., V8 Speed & Resto Shop

“The 2026 SEMA Show will heavily shine on advanced vehicle technologies through the SEMA FutureTech Studio and throughout the halls. Powertrain innovations, including alternative fuels, emerging battery technologies and sophisticated EV restomod conversions will showcase the talent and innovative spirit within the aftermarket industry. New and emerging technologies in advanced driver assistance systems (ADAS), which have become virtually standard in the industry, are also anticipated. Attendees can expect new product categories, smart cockpit upgrades and diagnostic calibration tools designed to integrate seamlessly with tech-heavy modern vehicle platforms. Clearly, this year’s SEMA Show will demonstrate again that SEMA-member companies continue to lead the industry in cutting-edge technology.”

—Karen Salvaggio, Ed. D, Scorpion EV

“I’m excited that the 2026 SEMA Show will include a dedicated powersports and motorcycle area. Many of the SEMA Motorsports Performance and Media Council [MPMC] member companies manufacture parts for these markets, and we’re encouraged by their growth, particularly in off-road competition. In addition, motorcycle drag racing has a long, shared history in top-tier professional motorsports, and we welcome the recognition.”

—Brian LeBarron, B2B marketing and dealer development, Fluidampr

Brand Connections

More than 2,200 brands are also eagerly preparing to connect with attendee buyers, media and potential partners at the Show. Here’s a sampling of what they’re anticipating.

“When you go to SEMA, you talk directly to the people making the decisions. All our success goes to show the variety that SEMA has given our brand. We partnered with an OEM, a major powersports brand and a major golf cart brand—three different industries that SEMA brought to us under one roof. Round of applause to SEMA for bringing those people to us.”

—Brian Hatch, president, CEO and owner, AO Coolers

“When we first started coming [to the SEMA Show], we were a small company. It’s helped get us in front of buyers who we would not have had that face-to-face opportunity and connection with otherwise.”

—Tiffanie Hartenstein, CEO and co-founder, Oracle Lighting

“We [come to the Show] to get people’s minds turning so that when they get the product in their hands in a couple months, they’ll know exactly what to do with it and how to use it. Nowhere else can we get to this many of our dealers and consumers and show them new products they get to touch and feel.”

—John Meyers, product specialist, Kicker

“Every year it somehow keeps getting better and better. The traffic [is] unbelievable—and the quality of the traffic, of course, is always amazing. There’s a reason we come every year, and we absolutely love it. We’ll never say anything differently.”

—Chris Hardy, vice president for North America, XPEL

“That we’re willing to enforce our patents [puts] a lot more teeth in it. And honestly, we’ve had a 100% success rate moving forward…”

—(unattributed in source file)

“My biggest items for the SEMA Show 2026 are: collaborating with restylers and car dealers to overcome the recent business disruptions from Federal Trade Commission letters to dealerships and selling systems that don’t promote dealer accessories to the buying public; expansion of the SEMA Professional Restylers Organization [PRO] Cup Challenge from a very successful competition/display to a nationwide blueprint for vehicle packages that can be replicated year-round across the United States and Canada; and expanding the PRO membership through education on the immense benefits of being involved with the council.”

—Ron Leslie, vice president, sales and marketing, Katzkin Leather

“I look forward to seeing all the new truck wheel designs at the SEMA Show each year. One year might see a heavy focus on off-road styling, while the next year’s trend might be intricately milled 30-in. forged masterpieces. Tires always push the boundaries too, from 16-in. retro wide tires to new drag compounds. I want to stay in the know!”

—Dan Guyer, portfolio manager, Aftermarket Performance Group

“The pulse and the energy of this industry… As we are aware, there has been turmoil in the racing and performance ecosystem, with events and series being canceled, creating a ripple effect for racers, teams and performance parts manufacturers, but the racing industry has always been resilient. I look forward to seeing what organizations take the opportunity to step up to fill these voids and what companies reinforce their position in supporting the racers and series that assume that leadership role in the industry.”

—Brian Bohlander, director of marketing, sports and partnership, Old World Industries