The Motor Company’s participation highlights a growing push to bring motorcycles and the broader powersports industry into one of the automotive aftermarket’s biggest events.
Harley-Davidson is heading to the 2026 SEMA Show in Las Vegas, joining an expanded powersports section as organizers work to bring more of the motorcycle and recreational vehicle industries into the automotive aftermarket spotlight.
The annual event, scheduled for November 3-6 at the Las Vegas Convention Center, is produced by the Specialty Equipment Market Association (SEMA), a nonprofit trade association representing the automotive aftermarket. Since its debut in 1967, the SEMA Show has become a major gathering for manufacturers, parts suppliers, vehicle builders, retailers, distributors, and media. Attendees come to see new products, explore emerging technology, check out customized vehicles, and make business connections across the industry.
Although motorcycles and powersports products have appeared at SEMA in the past, they have not traditionally occupied the same dedicated space or received the same level of attention as the show’s established automotive categories. That is changing in 2026, with a new, dedicated Powersports, SxS, and lifestyle section designed to give the industry a more prominent home on the show floor.
A Bigger Place for Powersports
Located in the convention center’s West Hall, the expanded section brings motorcycles, dirt bikes, side-by-sides, performance parts, accessories, protective gear, and adventure lifestyle products together near the Trucks, SUVs & Off-Road area. The layout reflects how many enthusiasts use and modify multiple types of vehicles, from motorcycles and side-by-sides to the trucks and trailers that transport them.
SEMA has been building toward this expansion as it recognizes the overlap between automotive and powersports customers. According to the association’s annual market research, 54% of automotive accessorizers own at least one recreational vehicle or powersports product. That shared audience represents an opportunity for manufacturers and aftermarket businesses to reach customers who may be interested in products across several vehicle categories.
Harley-Davidson Takes the Stage
Harley-Davidson’s participation gives the expanded section one of motorcycling’s most recognizable names. The company plans to showcase motorcycles and experiences highlighting its brand heritage, racing and performance history, and approach to personalization.
The appearance also extends beyond the show floor. Harley-Davidson President and CEO Artie Starrs will join well-known automotive enthusiast and television personality Jay Leno for a fireside chat at the SEMA Show Kickoff Breakfast on November 3. The event, held at the Westgate Las Vegas Resort & Casino before the show floor opens, will feature industry perspectives and awards.
Harley-Davidson’s presence at SEMA is a natural fit for a company whose business includes a substantial parts and accessories operation alongside its motorcycles. It also places the brand in front of automotive aftermarket professionals who may not regularly attend motorcycle-specific trade shows.
The broader 2026 SEMA Show is expected to feature more than 2,000 brands, with exhibitor commitments exceeding 1 million net square feet. Beyond the powersports expansion, attendees can expect product launches, new technology, vehicle displays, educational sessions, and established events such as the New Products Showcase and Battle of the Builders.
SEMA is primarily a trade event for industry professionals, though the public can attend on Friday, November 6. For Harley-Davidson and the wider powersports industry, the expanded section represents an opportunity to reach a larger audience, build new business relationships, and demonstrate how motorcycles fit into the wider world of vehicle performance and recreation.
As SEMA continues to develop its powersports presence, Harley-Davidson’s participation is another indication that motorcycles are becoming a more visible part of the event’s future.
For more information, visit the SEMA Show website or read SEMA’s announcement about Harley-Davidson’s participation.
