Taiwan Excellence kicked off SEMA 2026 with an opening celebration at the Las Vegas Convention Center, bringing together U.S. and Taiwan government and industry leaders to celebrate automotive innovation and explore new opportunities for cross-border collaboration, Taiwan Excellence officials said in a press release.
At Booth #10170 in the Las Vegas Convention Center’s North Hall, the Taiwan Excellence Pavilion is showcasing 21 Taiwanese automotive brands, including 15 Taiwan Excellence Award winners, highlighting technologies and products spanning AI-powered safety, smart mobility, automotive electronics, and aftermarket applications and accessories. Approximately 75 Taiwanese companies are exhibiting across SEMA, reflecting Taiwan’s broad presence in the automotive supply chain, officials said.
ADAS & Electrification Reshape the Aftermarket
As advanced driver-assistance systems (ADAS), connected vehicle technologies and electrification reshape the aftermarket, Taiwan’s exhibitors are bringing a broad range of automotive solutions to SEMA.
“Starting in 2029, a lot of these features are gonna be mandated by law to be on these vehicles,” said Jim Moore, vice president of OEM and product development at SEMA. “When we add our accessories and personalize these vehicles, we need to start thinking about how those accessories ultimately impact the functionality of these systems. I think that’s one of the biggest challenges, but at the same time, it represents one of the biggest opportunities.”
Taiwanese Suppliers Seek U.S. Partnerships
For Taiwanese companies, SEMA provides a platform to introduce technologies, products and solutions to the U.S. automotive aftermarket. “Taiwan brings engineering expertise, precision manufacturing and smart technologies,” said Brian Lee, executive director of the Strategic Marketing Department at TAITRA. “America brings creativity and a passion for automotive customization. Together, we can turn great ideas into smarter solutions, stronger partnerships and exciting new opportunities for the automotive aftermarket.”
Taiwan Excellence’s return to SEMA for a second consecutive year underscores its continued engagement with the U.S. automotive market, the release noted. “Our goal is not only to showcase Taiwan’s strengths in automotive electronics and electrification, but also to serve as a first stop for Taiwanese brands entering the SEMA community,” said Tsui Chuan Huang, director of the Economic Division at the Taipei Economic and Cultural Office in Los Angeles.
Nevada Strengthens Trade Ties With Taiwan
The opening also highlighted economic ties between Taiwan and the western United States, building on the Nevada Governor’s Office of Economic Development (GOED) 2025 trade mission to Taiwan. Tom Burns, executive director of the GOED, highlighted opportunities in autonomous vehicles and clean energy.
“Nevada was an early innovator in that space,” Burns said, referring to self-driving technology. “There’s really a lot of the testing, and we look forward to that manufacturing being here.”
He also emphasized Nevada’s leadership in clean energy and the opportunities it presents for the automotive industry.
Joe Green, business development executive at the Vegas Chamber, highlighted how AI and emerging automotive technologies are opening new avenues for international business collaboration. “Companies from around the world are bringing fresh ideas and innovative technologies. As industries evolve, understanding business needs and connecting the right expertise will be key to turning innovation into meaningful partnerships that extend beyond the show floor.”