After welcoming the powersports world to the world’s largest aftermarket event — The SEMA Show — Harley-Davidson rolls into Las Vegas as a foundational anchor for the new Powersports Pavilion. “The addition of Harley-Davidson brings an iconic name and a passionate enthusiast base to the SEMA Show’s The SEMA Show — Harley-Davidson VP of Events Tom Gattuso. “Harley-Davidson has helped shape motorcycle culture for generations, and its participation reinforces the strong connection between powersports and the automotive aftermarket.”
One of the most iconic and influential brands in motorcycling, The Motor Company joins the show’s expanded Powersports, SxS & Lifestyle section, explains Gattuso. “The addition of Harley-Davidson highlights the growing significance of powersports within the aftermarket industry and brings one of the world’s most recognized motorcycle manufacturers to the SEMA Show. We’re seeing tremendous interest from leading brands, and this section will give attendees a front-row seat to the innovations shaping the future of powersports.”
Harley joins a growing roster of powersports exhibitors that includes OEMs, distributors and aftermarket icons alike. Denago, Harley-Davidson, Kawasaki, KYMCO, Mahindra and Massimo are all among the early adapters. Turn 14, with its roots on the automotive side is all-in for Las Vegas with its full powersports portfolio on the distribution side. KYT helmets and Showa suspension are among those signaling strong industry support for the expanded section while FinTech firms like Ekho are betting on the market… even Find It Now will find itself part of SEMA’s new Powersports Pavilion.
“Created to connect manufacturers, buyers, builders, retailers, distributors and other industry professionals across the powersports market, the Powersports Pavilion will showcase the latest innovations in performance parts, accessories, customization and related technologies,” adds SEMA’s Powersports Sales Director Mike Ausec. “Placing the Powersports section adjacent to the Trucks, SUVs & Off-Road section reflects the strong crossover between the two markets, making it easier for businesses serving both segments to discover new products, connect with suppliers and identify emerging trends.”
The connection between powersports and automotive enthusiasts is reinforced by findings from the annual SEMA Market Report, which found that more than half (54%) of automotive accessorizers own at least one recreational vehicle or powersports product. The report also shows that automotive accessorizers are more likely than non-accessorizers to own recreational equipment that commonly drives towing, hauling, and utility accessory purchases, including ATVs, UTVs, motorcycles, RVs, trailers and other outdoor recreation vehicles.
According to the report, powersports owners are heavily represented among automotive accessorizers, with significant ownership rates for products such as ATVs (15%), UTVs/side-by-sides (8%), off-road motorcycles (8%) and on-road/dual-purpose motorcycles (7%). This substantial overlap highlights the natural crossover between the automotive aftermarket and powersports markets, creating opportunities for brands that serve both enthusiast communities.
Overall, exhibitor commitments for the 2026 SEMA Show have already surpassed 1 million net square feet, with more than 2,000 brands preparing to connect with a global audience November 3–6 in Las Vegas. The event remains one of the largest and most influential trade shows in the country, reflecting sustained growth across the aftermarket.
