Jackpot At SEMA 2026
Exhibitors and attendees taking the gamble on going to SEMA hit the jackpot! Led by the new Powersports Pavilion, the 2026 SEMA Show delivered. The combined powersport/motorsports businesses gathered in Las Vegas contribute $383 billion to the U.S. economy, support 1.25 million jobs and generate $107.7 billion in wages, according to a SEMA Economic Impact Study.
“The economic-impact data demonstrates the size and strength of the specialty automotive aftermarket, and the SEMA Show brings together the people and businesses behind that impact,” explains SEMA CEO Mike Spagnola. “This is where manufacturers turn ideas into products, buyers identify new opportunities, and businesses build the partnerships needed to meet sustained consumer demand. The work conducted across this industry supports continued investment, skilled jobs and economic growth in communities throughout the country.”
The industries’ economic strength is supported by sustained consumer demand. U.S. consumers spent $52.92 billion on accessory and performance parts in 2025. According to Spagnola, the SEMA Show brings that marketplace together, connecting product developers and manufacturers with the buyers, distributors, installers, media and content creators who help bring those products to market.
Spread across more than 1.1 million net square feet of indoor exhibit space, more than 2,200 brands showcased products spanning racing and performance, trucks, SUVs and off-road, powersports, accessories, tools and equipment, wheels and tires, mobile electronics, collision repair and emerging technology. Spurred by the addition of the new West Hall, more than 400 brands were exhibiting for the first time, bringing new companies and products into a marketplace that attracts buyers and other industry professionals from around the world.
Expanded Powersports Section Connects Complementary Markets
The expanded Powersports, Side-by-Side & Adventure Lifestyle section — we just call it the “Powersports Pavilion” — brought motorcycles, UTVs, trailers, tow vehicles, gear and adventure-lifestyle products together. Its new location alongside the Truck, SUV & Off-Road section reflects the blurring of the lines motorsports, powersports and outdoor-recreation markets.
Further shifting the focus, SEMA Battle of the Builders also expanded to include the “Bike Builder Shootout” recognizing three standout motorcycle builders. The new category joins the competition’s four automotive classes and broadens the Show’s platform for professional and emerging builders. Dealernews Live was joined by V-Twin legend Bob Kay in the Dealer Intelligence Groupe Studio on the showfloor to talk about the custom bike segment and what it means to SEMA as the premier aftermarket showcase for the past 60 years.
Although its very name specifies “Aftermarket” a number of powersports OEMs pushed their chips in at SEMA. Headed by Harley-Davidson and Honda Racing Corp., early adapters included Ice Bear/KAYO, Kawasaki, KYMCO, Massimo and Triumph. Even through SEMA directly overlaps with EICMA, a surprising number of Italian brands did double duty, including Aprilia, MotoGuzzi and Vespa from the Piaggio Group and Milan-based Moto Morini!
“Their participation reinforces the Show’s role as a marketplace where vehicle manufacturers, aftermarket companies, builders and buyers explore new products, technologies and business opportunities,” concludes SEMA’s powersports point man Mike Ausec.
