The 2026 SEMA Show is accelerating excitement with the announcement that Harley-Davidson, one of the most iconic and influential brands in motorcycling, will join the Show’s expanded Powersports, SxS & Lifestyle section. 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.
Harley-Davidson joins a growing roster of exhibitors that includes Kawasaki Motors, Kymco, Mahindra, Massimo Motor, and Showa Performance, signaling strong industry support for the expanded section. Created to connect manufacturers, buyers, builders, retailers, distributors, and other industry professionals across the powersports market, the section will showcase the latest innovations in performance parts, accessories, customization, and related technologies. Placing the Powersports section adjacent to the Trucks & 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 addition of Harley-Davidson brings an iconic name and a passionate enthusiast base to the SEMA Show’s Powersports section,” said SEMA Vice President 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. 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.”
Attendees will be able to explore the latest in powersports vehicles, SxS platforms, suspension systems, performance upgrades, accessories, and lifestyle products, along with emerging technologies designed to enhance durability, capability, and rider experience. The section continues to grow rapidly, offering a comprehensive look at innovations driving both recreational and utility-focused segments.
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 Nov. 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.
In addition to this new section, the 2026 SEMA Show will feature strong participation across performance, trucks, collision repair, mobile electronics, tools and equipment, and emerging technologies. Major OEMs, including Toyota, Ford, Honda, Mitsubishi, Nissan, and Stellantis, will also return, reinforcing the connection between factory engineering and aftermarket innovation.
Attendees can also experience signature features such as the New Products Showcase, Battle of the Builders, which now includes the Bike Builder Shootout, and FutureTech Studio, all offering insight into the trends and technologies influencing the next generation of vehicles, on-road and off.
The 2026 SEMA Show will take place Nov. 3–6 in Las Vegas as part of the broader “SEMA Week” experience, which includes public access on Friday and the high-energy SEMA Fest.
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