Jay Leno and Artie Starrs to Speak at SEMA Breakfast

The annual Las Vegas industry event will feature the iconic collector and Harley-Davidson CEO on Nov. 3.

Updated on Oct. 9, 2026 in Motocycles

Jay Leno and Artie Starrs to Speak at SEMA Breakfast

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Do you find large industry trade shows helpful for your professional development or business growth?

SEMA will host its 2026 Kickoff Breakfast in Las Vegas on Nov. 3, featuring motorcycle enthusiast Jay Leno and Harley-Davidson CEO Artie Starrs. The event will also honor industry leaders through new product awards.

Why it matters

The introduction of a dedicated powersports section at this year's show highlights the deepening convergence between the automotive and motorcycle industries. This strategic shift allows manufacturers like Harley-Davidson to showcase their influence within the broader custom vehicle market.

Jay Leno maintains a collection of more than 150 motorcycles, while the SEMA Show will distribute honors across 15 categories for new products. Winners are selected directly from entries in the event's New Products Showcase.

The players

Jay Leno

He is a renowned television host and avid vehicle collector who owns more than 150 motorcycles.

Artie Starrs

He serves as the CEO of the iconic motorcycle manufacturer Harley-Davidson.

The details

The upcoming SEMA Show will officially debut its Powersports, SxS & Lifestyle section to accommodate the growing interest in two-wheeled and off-road innovation. Harley-Davidson has confirmed it will be a key exhibitor in this newly dedicated area.

Harley-Davidson announced its intention to exhibit at the event in September 2026.
The SEMA Show Kickoff Breakfast is scheduled for Nov. 3, 2026.

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Roadmap

The SEMA Show expansion signals a broader industry trend of blurring the lines between traditional automotive engineering and the powersports market. This shift places established motorcycle brands at the center of the aftermarket customization landscape.

Attendees and industry professionals can expect clearer navigation between traditional automotive exhibits and the new powersports-focused zones in Las Vegas. This realignment provides buyers and enthusiasts with more direct access to specialized Harley-Davidson hardware and accessories.

The takeaway

The event underscores how established legacy brands are increasingly prioritizing customization and enthusiast culture to reach new demographics. Readers should watch for new product announcements coming out of the expanded powersports showcase in November.