Holley To Make Product Announcements & Bring Automotive Icons to the SEMA Show
In addition to showcasing four builds across consumer verticals, the company will hold its first in-booth press conference & host automotive personalities…
Holley Performance Brands, home to more than 60 iconic automotive aftermarket brands, is preparing for the 2026 SEMA Show, Nov. 3-6 at the Las Vegas Convention Center, with new product innovations, major company announcements, custom vehicle builds and appearances by some of the biggest names in motorsports and automotive entertainment, company officials announced in a press release. Holley will be at Booth #22463 in Central Hall.
Press Conference Schedule & Speakers
On Tuesday, Nov. 3 at noon PST, Holley Performance Brands company and division leaders will hold a press conference to present key company announcements, new products, and partnerships. The company will also highlight the innovations shaping the future of the automotive aftermarket.
Featured speakers include:
- Matthew Stevenson, chief executive officer, Holley Performance Brands
- Nick Hite, senior vice president, American Performance
- Aaron Stewart, senior vice president, Modern Truck & Off-Road and European Performance
- Dan Waters, senior sales director, Safety & Racing
- Cristian Fernandez, senior director, European Performance
Showcase Builds Across Four Performance Verticals
Holley will showcase four unique builds and displays representing its key consumer verticals, demonstrating the breadth of its aftermarket performance portfolio, the company said.
- American Performance – 1993 Chevrolet S10: Built by automotive content creator Justin Nunley, this custom S10 showcases a wide range of Holley performance products, including Holley EFI Terminator X engine management, AEM electronics, Flowmaster exhaust, Baer brakes and NOS nitrous technology.
- Modern Truck & Off-Road – 2025 Ford F-150: Customized by Waldoch, this regular-cab F-150 will spotlight the newly launched Edge Insight CTS4, the next generation of Edge’s in-cab vehicle monitoring technology. The build also features Flowmaster exhaust, Baer brakes, NOS nitrous and AMP’d throttle enhancement technology, demonstrating Holley’s comprehensive approach to modern truck performance.
- Euro & Import – 2026 BMW M3 Competition: Built in collaboration with Dinan, Turner Motorsport, Project Torque, Kies and OkeyDoke, this Alpine White BMW showcases Dinan’s latest performance offerings alongside a preview of upcoming innovations.
- Safety & Racing – Drag Racing Cockpit Display: Built by M&M Race Cars, this immersive display showcases a complete driver safety system, featuring Simpson racing seats, fire suits and protective equipment alongside D3 harness and parachute systems.
Meet-and-Greet Schedule at the Holley Booth
Tuesday, Nov. 3
- 11 a.m. – TSR Nitro: Tony Stewart, Leah Pruett and Matt Hagan
- 2 p.m. – Papadakis Racing: Steph Papadakis and Fredric Aasbo
Wednesday, Nov. 4
- 11 a.m. – Bill Goldberg: Professional wrestling icon and automotive enthusiast
- 2 p.m. – Stacey David: Automotive television personality and host of GearZ
Thursday, Nov. 5
- 11 a.m. – Juca Viapri: Automotive content and lifestyle creator
- 2 p.m. – FreddyLSX: Automotive content creator
Friday, Nov. 6
- 11 a.m. – Eric, Oakland Auto Detail: Automotive detailing content creator
- 2 p.m. – Justin Nunley: Automotive content creator and social media personality
All appearances take place at Holley Performance Brands Booth #22463 and are subject to change, noted the release.
