SEMA Show - Speciality Equipment Market Association/Auto International 2026 Exhibitor List

Who walks the SEMA Show floor?

According to the buyer breakdown published on the organiser's site, repair, service and installation businesses make up 42% of buyers, retailers and jobbers 25%, and wholesalers and distributors 17%, with builders, fabricators and vehicle dealers making up most of the rest. Around a fifth of buyers come from outside the US, led by Canada, Mexico, Australia and Brazil, with the UK and Germany also in the top ten.

The show is aimed at the trade. For 2026 the organiser has announced that the final day is also open to the general public, so the first three days are the better choice for buyer meetings.

Which suppliers get the most out of it?

Manufacturers of wheels, off-road equipment, lighting, interior trim, body parts and roof and load systems fit the audience well. American buyers tend to ask about fitment early: a clear year, make and model application chart saves time. Parts that touch the emissions system may need additional approval before they can be sold in California, and buyers will ask about it.

How should you time contact around the show?

Las Vegas runs eight hours behind the UK in November. An introduction sent six to eight weeks before the show, in the UK afternoon, lands at the start of the US working day. Keep it short: who you supply, what fits their range and a proposed meeting slot.

SEMA overlaps with AAPEX, which takes place the same week at the Venetian Expo, and many buyers visit both. Try to close follow-up before Thanksgiving week at the end of November, when US offices slow down and year-end budgets start to settle.

What rules apply to emailing US companies?

Commercial email to US recipients falls under the CAN-SPAM Act: identify yourself accurately, use a subject line that reflects the content, include a physical postal address and honour opt-out requests. Campaign emails go to the company's general address, so a closing line asking for the message to be passed to the purchasing or product manager helps it reach the right desk.

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