Harley-Davidson joins expanded powersports section at 2026 SEMA Show
Harley-Davidson will be among the exhibitors in the expanded Powersports, SxS & Lifestyle section at the 2026 SEMA Show, adding one of the motorcycle industry’s best-known brands to the Las Vegas aftermarket event. The 2026 SEMA Show is scheduled for Nov. 3-6 in Las Vegas.
Harley-Davidson joins Kawasaki Motors, Kymco, Mahindra, Massimo Motor and Showa Performance among the companies announced for the expanded powersports section. The area is designed to bring together powersports manufacturers, retailers, distributors and other aftermarket professionals.
For powersports dealers and aftermarket businesses, that proximity could provide opportunities to see products and suppliers serving both markets during the same event.
SEMA also cited data from its annual SEMA Market Report showing significant crossover between automotive aftermarket enthusiasts and powersports. According to the report, 54% of automotive accessorizers own at least one recreational vehicle or powersports product.
The report found ownership among automotive accessorizers includes ATVs at 15%, UTVs/side-by-sides at 8%, off-road motorcycles at 8% and on-road/dual-purpose motorcycles at 7%.
The addition of Harley-Davidson comes as SEMA continues to expand its powersports presence. Overall exhibitor commitments for the 2026 show have surpassed 1 million net square feet, with more than 2,000 brands expected to participate, according to SEMA.
The show will also feature its traditional automotive aftermarket segments, along with events including the New Products Showcase, Battle of the Builders, Bike Builder Shootout and FutureTech Studio.
