The 2025 SEMA Show returns to Las Vegas Nov. 4-7, showcasing the latest in aftermarket innovation, new products and the trends driving the future of the industry. While thousands explore the halls filled with the latest technology and networking opportunities, the action continues outdoors, where multiple motorsports activations and vehicle displays deliver a full-sensory experience the moment attendees step on campus, SEMA officials stated in a press release.
Leading the activation charge, OPTIMA will host a weeklong motorsports showcase—OPTIMA Unleashed—featuring high-horsepower vehicles, choreographed drift demos and a star-studded lineup of drivers. The event kicks off on Tuesday with nearly 100 vehicles vying for the OPTIMA Ultimate Street Car Invitational (OUSCI) championship. The vehicles will be judged on the construction and modifications that enhance the look, performance and functionality of a stock vehicle while maintaining or enhancing the daily-drive comfort features and accessories. SEMA Show attendees can then watch these custom vehicles on track in the OPTIMA Peak Performance Challenge, a timed acceleration and braking competition that establishes the ability of the car and driver to accelerate, negotiate tight turns and stop in a designated spot.
OPTIMA’s Activation Will Showcase Performance in Action
Throughout the week, SEMA Show attendees can witness the OUSCI competition, watch professional drivers like Tanner Foust and Chris Forsberg take to the track and potentially even win a ride-along. On Friday, SEMA is inviting enthusiasts to experience the show through SEMA Show Friday – Open to the Public and SEMA Fest, the Friday night celebration of music and car culture that will feature drifting exhibitions from the OPTIMA Unleashed team.
“The SEMA Show is where the automotive aftermarket comes together to accelerate innovation and growth,” said SEMA vice president of events Tom Gattuso. “Activations like OPTIMA’s showcase how our industry’s creativity extends beyond products on display and into performance in action. By delivering these experiences, the show strengthens connections between businesses, fuels consumer enthusiasm and helps drive the aftermarket forward.”
Turning Parking Lots Into Real-World Experiences
Outdoor exhibits have become a hallmark of the SEMA Show, transforming parking lots into immersive destinations filled with featured vehicles, interactive displays and live motorsports, noted the release. From the roar of engines to the spectacle of drifting, these experiences highlight how aftermarket innovation translates to real-world performance.
“The SEMA Show provides OPTIMA with a unique platform to showcase our brand directly to both businesses and enthusiasts,” said OPTIMA marketing director Cam Douglass. “Our activation allows us to demonstrate performance in real-world conditions, giving attendees an authentic experience they can see, hear and feel. The opportunity to engage with the industry and the public in one place, plus generate content to share with those following online, is what makes the SEMA Show so valuable to us.”
OPTIMA says its activation will run throughout the show, providing entertainment for attendees all week and delivering the ultimate grand finale on Friday night at SEMA Fest.
“From the second you walk outside, you’re surrounded by the sights, sounds and excitement that make the SEMA Show unlike any other event,” said SEMA trade show director Andy Tompkins. “Attendees will see world-class drivers push vehicles to the limit, smell the burning rubber and feel the energy of the crowd—all powered by OPTIMA. It’s an unforgettable experience that brings car culture to life right in front of you.”