Seven Major OEMs Target Aftermarket Customization Growth

Strategic participation by seven primary OEMs at SEMA 2026 highlights growing automaker reliance on aftermarket personalization to drive dealership parts profitability.

Seven leading automotive and powersports manufacturers—Ford, Harley-Davidson, Honda Racing Corporation (HRC), Mitsubishi Motors, Mopar/Stellantis, Nissan, and Toyota—will showcase new vehicles, concept builds, and factory-backed performance components at the 2026 SEMA Show in Las Vegas. The event, running from November 3 to 6, serves as a key platform for OEMs to align with specialty equipment manufacturers and distribution networks. 

For Canadian automotive retailers, jobbers, and custom shops, direct automaker engagement in the aftermarket signals expanded revenue channels through factory-supported accessories and performance upgrades. Brands are increasingly leveraging specialty equipment shows to introduce factory-tested parts that protect vehicle warranties while catering to consumer demand for personalization.

Notable developments include Mitsubishi Motors North America making its first official appearance since 2012 as part of its “Momentum 2030” business model, alongside dedicated displays from HRC and Mopar. For industry professionals, early access to factory concept builds and accessory portfolios provides essential lead time to adjust inventory planning, shop equipment needs, and technician training ahead of model rollouts.