Event will feature executive discussion, Best New Product Awards and industry honours ahead of the Las Vegas trade show.
Oct 14, 2026 — Comedian and automotive enthusiast Jay Leno will join Harley-Davidson President and CEO Artie Starrs for a fireside chat at the 2026 SEMA Show Kickoff Breakfast on Nov. 3 in Las Vegas.
The breakfast will begin at 7 a.m. in the ballrooms at the Westgate Las Vegas Resort & Casino, ahead of the opening of the SEMA Show floor.
Harley-Davidson’s participation coincides with the expansion of the show’s Powersports, SxS & Lifestyle section in West Hall, reflecting the growing connection between the automotive aftermarket and powersports industries.
“The SEMA Show Kickoff Breakfast gives attendees an early start on the industry’s most critical week of business,” said Tom Gattuso, SEMA vice-president of events. “It’s a dedicated moment to celebrate the people, products, and achievements driving our industry forward, while strengthening the connections that define the SEMA community.”
The event will also feature the presentation of the 2026 SEMA Best New Product Awards, recognizing products across 15 categories. The awards are selected from entries in the New Products Showcase and highlight innovations in the automotive aftermarket.
The breakfast will conclude with the announcement of the 2026 SEMA Manufacturer of the Year and SEMA Channel Partner of the Year awards.
“The Kickoff Breakfast is designed to energize attendees for a productive week,” said Andy Tompkins, SEMA trade show director. “We look forward to uniting the global industry around product discovery, emerging trends, and business growth.”
Organizers report that exhibitor demand for the 2026 SEMA Show has exceeded 1 million net square feet of indoor exhibit space, with more than 2,000 brands preparing to exhibit. The show runs Nov. 3-6 in Las Vegas.
Other event features include the New Products Showcase, Battle of the Builders presented by Mothers, and FutureTech Studio, which will highlight emerging technologies and trends affecting automotive tools and shop environments.
The SEMA Show is part of SEMA Week, which also includes Friday public access and SEMA Fest.
For more information or to register, visit semashow.com.