Quick Facts:
- Topic: SEMA press conferences at the 2026 show in Las Vegas.
- Show dates: SEMA Show 2026 runs Nov 3 to 6.
- Opening slots: Ford at 9:00 a.m., Mitsubishi at 9:30 a.m., Toyota at 10:00 a.m. on Nov 3.
- Time zone: All times are Pacific, as SEMA lists them.
- Schedule status: The SEMA 2026 schedule is current as of Oct 12 and subject to change.
- Mitsubishi: First official SEMA presence since 2012.
- Public access: Friday, Nov 6 only, with a $130 ticket for ages 16 and up.
- Not on the list: Nissan and Mopar have no slot on the Oct 12 list.
6 min read
In This Article
Overview
SEMA press conferences start on Tuesday, Nov 3, after the 7:30 a.m. kickoff breakfast, and Ford, Mitsubishi and Toyota hold the first three slots. The organizer’s official press conference list is dated as of Oct 12, so it works as the SEMA 2026 schedule for now. SEMA marks it subject to change, so recheck the list before Nov 3.
The SEMA Show 2026 runs Nov 3 to 6 in Las Vegas, and the list holds 30 entries over four days, counting the Tuesday kickoff breakfast. Most of them have nothing to do with trucks. This guide pulls out the sessions a 4×4, overland or truck owner would plan around.
Some slots also cover gear you already shop for, starting with 12V power. For example, CTEK holds a Tuesday session on new boosters at 1:30 p.m. SEMA’s listing gives no details on the boosters. Until the booths open, a battery charger and a jump starter cover the basics.
A smart charger keeps a truck battery healthy between trips, and a lithium jump starter revives a dead one on the trail.
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SEMA Press Conferences for 4×4 Owners at a Glance
The table picks the 12 sessions a 4×4, overland or truck owner would plan around from the full list. Times are Pacific, and Tuesday holds seven while Wednesday holds five.
| When (Pacific) | Session | Hall and booth |
|---|---|---|
| Tue 9:00 a.m. | Ford | West Hall, 55033 |
| Tue 9:30 a.m. | Mitsubishi Motors | West Hall, 52249 |
| Tue 10:00 a.m. | Toyota walkaround with Rutledge Wood | Central Hall, 22200 |
| Tue 1:30 p.m. | CTEK new boosters | Central Hall, 23933 |
| Tue 2:00 p.m. | BILDTRAK G-1 Mapping System | South Hall-Lower, 43253 |
| Tue 2:30 p.m. | Granatelli 1973 Chevrolet trucks | Central Hall, 24717 |
| Tue 3:00 p.m. | SHOWA Performance | West Hall, 55217 |
| Wed 11:00 a.m. | Power Service diesel additives | Central Hall, 23425 |
| Wed 11:30 a.m. | ORACLE Lighting lensless headlights | Central Hall, 23763 |
| Wed 12:30 p.m. | Marstrail brand and product | West Hall, 59225 |
| Wed 1:00 p.m. | Mobile Lift Concepts MobileMech trailer | North Hall, 13161 |
| Wed 1:30 p.m. | Landscape Durable Tires | South Hall-Lower, 48225 |
Tuesday Morning SEMA Press Conferences: Ford, Mitsubishi, Toyota
Ford goes first at 9:00 a.m. in West Hall. SEMA’s preview promises a big surprise when the show opens and names no vehicle. Ford has said it will show off its latest Ford Custom Garage offerings, its growing Ford Racing Parts business and its heritage crate engines. For a Ford-based SEMA build, see the Tucci Hot Rods Maverick V8.
Mitsubishi at SEMA follows at 9:30 a.m., and it marks the brand’s first official presence since 2012. Specifically, Mitsubishi Motors North America CEO Mark Chaffin said the Momentum 2030 plan calls for at least one all-new or significantly revised vehicle every year through fiscal 2030. He also pointed to the company’s four-wheel-drive heritage and its Dakar Rally and World Rally Championship record. The listing shows no model, but Mitsubishi’s Nissan-built pickup plan gives useful context.
Toyota closes the block at 10:00 a.m. with a walkaround hosted by Rutledge Wood and friends. No vehicle is named there either. Notably, only ten minutes separate the end of Mitsubishi at 9:50 from Toyota at 10:00. Also, Toyota sits in Central Hall instead of West Hall. Owners who want both should plan the walk between halls. For Toyota background, read up on the 2027 Tundra Trailhunter trim.
Tuesday Afternoon: Power, Mapping and Suspension
After lunch, the list turns practical. CTEK takes the 1:30 p.m. slot with new boosters, and BILDTRAK debuts its G-1 Mapping System at 2:00 p.m. Since SEMA gives no specs for either, treat both as unconfirmed until the booths open. For power basics in the meantime, see running Starlink Mini on 12V.
Granatelli Motor Sports unveils a his-and-hers pair of 1973 Chevrolet trucks at 2:30 p.m. Then SHOWA Performance presents “A New Era on Four Wheels” at 3:00 p.m. in West Hall. I drive a 2025 Chevy Colorado ZR2, and SHOWA is a suspension brand, so this is the session I would circle first. SEMA’s listing gives no details.
Wednesday: Diesel, Lighting, Trailers and Tires
Wednesday’s picks for truck owners start with diesel. Power Service presents new flush data under the title “Lower DEF, Higher Torque” at 11:00 a.m. ORACLE Lighting is next at 11:30 a.m. as its lensless headlight line grows. For the trail side of lighting, read why SAE fog lights beat extra light bars in dust.
Next, Marstrail presents a brand and product at 12:30 p.m., and Mobile Lift Concepts shows its MobileMech lift trailer at 1:00 p.m. Finally, Landscape Durable Tires “puts tire durability to the test” at 1:30 p.m. The five Wednesday sessions in the table sit in four halls: Central, West, North and South Hall-Lower. Pick one or two instead of chasing all five. Before any tire purchase, check what the 3PMSF symbol certifies on an all-terrain tire. Whichever tire you choose, a portable compressor keeps the pressure right on the trail.
After the trail, a 12V compressor on battery clamps airs all-terrain tires back up for the drive home.
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What This Means for You
Use the list in three steps. First, pick your priority. Ford owners should plan for 9:00 a.m., Mitsubishi owners for 9:30 a.m. and Toyota owners for 10:00 a.m. Second, plan the walk. To catch every Tuesday afternoon slot, you cross from Central Hall to South Hall-Lower, back to Central Hall and then to West Hall, with starts 30 minutes apart. Third, expect little hard data. Most listings carry a brand and a title but no specs or prices, so wait for the booths before you spend.
Also note the gaps. SEMA’s preview says Nissan will show concept vehicles, including off-road adventurers, and Mopar promises concept vehicles, yet neither has a slot on the Oct 12 list. In addition, the 4×4 sessions all fall on Tuesday and Wednesday. A Friday public ticket misses them.
Final Thoughts
I have owned five Jeeps, so the missing Mopar slot stood out to me, and I still watch what Ford and Toyota do at this show. The surprise SEMA promises for Ford is the one I want to see first. Mitsubishi’s return is the quiet story, because a brand with such deep four-wheel-drive history deserves a fair look.
The Tuesday 11:00 a.m. slot titled Rumblebee x Jay Leno also caught my eye. In 2010 my brother and I brought two Corvettes onto Jay Leno’s show, and Jay interviewed us. SEMA’s listing does not say what Rumblebee is, so I will wait for the reveal.
If you circle only three slots, circle the opening block: Ford at 9:00 a.m., Mitsubishi at 9:30 a.m. and Toyota at 10:00 a.m. Everything after the opening block waits for the booths, so recheck the Oct 12 list before Nov 3.
FAQ
When are the SEMA press conferences?
Most run on Tuesday, Nov 3, starting with Ford at 9:00 a.m. Wednesday has another dozen slots. Battle of the Builders announcements also run on Thursday and Friday.
What time is the Ford press conference at SEMA 2026?
Ford presents at 9:00 a.m. Pacific on Tuesday, Nov 3, in West Hall at booth 55033.
Is Mitsubishi at SEMA 2026?
Yes. Mitsubishi Motors presents at 9:30 a.m. on Nov 3 in West Hall, and SEMA calls it the brand’s first official presence since 2012.
Who can attend SEMA press conferences?
SEMA is a trade event for qualified attendees, and most press conferences run on Tuesday and Wednesday. Public tickets cover Friday, Nov 6 only, from 9:00 a.m. to 4:00 p.m., cost $130 for show-only access and are open to ages 16 and up.
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