The 2026 SEMA Show is adding Harley-Davidson to its expanded Powersports, SxS & Lifestyle section as organizers prepare for more than 2,000 brands across more than 1 million net square feet of exhibit space.
The Specialty Equipment Market Association (SEMA) will hold the show Nov. 3–6 in Las Vegas. Harley-Davidson joins Kawasaki Motors, Kymco, Mahindra, Massimo Motor, and Showa Performance in the expanded powersports section.
SEMA positioned the section next to Trucks & Off-Road to connect markets that share customers and products. According to the association’s annual market report, 54 percent of automotive accessorizers own at least one recreational vehicle or powersports product.
The report found that 15 percent own all-terrain vehicles, while 8 percent own utility task vehicles or side-by-sides. Another 8 percent own off-road motorcycles, and 7 percent own on-road or dual-purpose motorcycles.
“The addition of Harley-Davidson brings an iconic name and a passionate enthusiast base to the SEMA Show’s Powersports section,” said Tom Gattuso, vice president of events for SEMA. “Harley-Davidson has helped shape motorcycle culture for generations, and its participation reinforces the strong connection between powersports and the automotive aftermarket.”
The section will feature powersports vehicles, side-by-side platforms, suspension systems, performance upgrades, accessories, and related technologies.
Six Shops Head to PRO Cup Final
SEMA also named six automotive restyling shops that will compete in the 2026 Professional Restylers Organization (PRO) Cup Challenge during the show.
The finalists are Auto Sunroof and Leather of Warwick, New York; Automotive Concepts of New Hope, Minnesota; Crush Customs of Marietta, Georgia; DPS Automotive of Arlington Heights, Illinois; Pickup Outfitters of Waco in Waco, Texas; and Restylers Aftermarket Specialist of Fort Walton Beach, Florida.
Now in its seventh year, the competition challenges shops to create dealership-ready vehicle accessory packages that can be reproduced within defined limits. Each build must take less than 50 hours to install and cost no more than $14,500. Judges will also consider marketability, creativity, ease of reproduction, and profitability.
Automotive Concepts returns after winning the 2025 competition with a customized 2025 Ford F-150 SuperCrew.
A panel of judges will select the 2026 winner, while SEMA Show attendees can vote for a People’s Choice Award. Organizers will announce the winners Nov. 4 during the PRO Happy Hour in West Hall.
More Than 2,000 Brands Expected
Beyond the expanded powersports section, SEMA said the 2026 show will include exhibitors across performance, trucks, collision repair, mobile electronics, tools and equipment, and emerging technologies. Toyota, Ford, Honda, Mitsubishi, Nissan, and Stellantis are among the original equipment manufacturers scheduled to return.
Other show features include the New Products Showcase, Battle of the Builders, Bike Builder Shootout, and FutureTech Studio.
The 2026 SEMA Show runs Nov. 3–6 in Las Vegas and is part of SEMA Week. The association said exhibitor commitments have surpassed 1 million net square feet, with more than 2,000 brands expected to participate.
The Specialty Equipment Market Association (SEMA) is a nonprofit trade association representing the automotive specialty equipment industry and producer of the annual SEMA Show in Las Vegas. For more information, visit the SEMA Show website.
Press releases submitted by SEMA. Edited and compiled by Exhibit City News for clarity, length, and style.
Related stories
