SEMA 2026: Utah Channel 3 Tech Coverage Heads to Las Vegas for Winter-Ready Automotive Tech

Monday, August 3, 2026

By Scott Kraft, Technology Producer – TechTalk, Richard Berk, Executive Producer

Your Utah Channel 3 team—Scott Kraft and Richard Berk—is gearing up for the 2026 SEMA Show, the specialty-equipment aftermarket’s biggest week of business. The show runs November 3–6, 2026, at the Las Vegas Convention Center, and this year our focus is simple: the technology that keeps vehicles moving, visible, and safe when winter arrives in the mountains.

SEMA is a trade-only event, open to the general public only on Friday, November 6. Show hours are 9 a.m.–5 p.m. Tuesday through Thursday and 9 a.m.–4 p.m. Friday. SEMA says more than 2,200 brands will exhibit new and featured products, with exhibits spread across the convention center’s North, Central, South, and West Halls.

Winter capability is already making headlines. Toyota is bringing its five-vehicle Snowhunter concept family—Tundra, Tacoma, 4Runner, Land Cruiser, and Sequoia—to the show, each built for deep-snow travel with white powder-coated snow tracks, Rigid lighting, and lift components from Toyota Genuine Parts and TRD. Toyota notes these are special-project prototypes that may not be street legal, but they are a clear signal of where the adventure aftermarket is headed. Mitsubishi Motors returns to SEMA for the first time since 2012 with the world debut of the 2028 Outlander Diamond Trail Edition at West Hall Booth #52249. Mitsubishi says the Diamond Trail adds a new off-road mode for its Super All-Wheel Control system and a dedicated 18-inch off-road wheel with all-terrain tires.

We’re concentrating on the technology side of the show:

• Winter traction: three-peak mountain snowflake (3PMSF)-rated all-terrain tires, recovery boards, and winches, with an eye on how each holds up in real cold
• Lighting and visibility: high-output LED lighting, including new pod lights their makers rate for operation down to minus 40 degrees
• EV and hybrid technology: the SEMA FutureTech Studio (Central Hall, Booth #24401), which SEMA says will feature more than 20 vehicles showcasing alternative fuels and EV powertrains, plus 21 30-minute microlearning sessions over three days
• Vehicle safety tech: the expanded SEMA ADAS Showcase (Upper South Hall, Booth #31200), with two fully equipped calibration bays, plus dash cams and fleet monitoring around the show floor
• New Products Showcase: Lower South Hall, Booth #41271, which opens at 7:30 a.m. this year for early product scouting
• Powersports, SxS, and overland: an expanded and reimagined Powersports/SxS/Lifestyle section in the West Hall, with an adjacent outdoor activation zone in the Diamond Lot for live product demonstrations

Utah Channel 3 broadcasts from Brian Head, nearly 10,000 feet up. Our viewers—ski-town operators, HOAs, property managers, plow and shuttle crews, and families driving mountain roads—don’t treat winter gear as optional. A tire’s snow rating, a light that keeps working on a frozen night, a recovery board that doesn’t crack in the cold, and a battery that starts on a subzero morning all decide whether the day goes to plan.

As a degreed Electrical Engineer, Scott will be looking past the show cars to the specs, ratings, and test methods behind the parts that make a mountain fleet or a family SUV more capable, and to the businesses that install and sell them across Southern Utah. We’ll also carry the safety thread from our ISC West, CHAMPS, and Experience Convention coverage, following detection and documentation technology from buildings into the vehicles that serve them.

We’ll be on the show floor for product walk-throughs from the New Products Showcase, interviews with exhibitors, and hands-on looks at winter gear. Stay tuned for our on-site reports and winter-driving takeaways for Brian Head and Southern Utah.

Scott Kraft is the Technology Producer for Utah Channel 3. He is a degreed Electrical Engineer that applies engineering testing/procedures to products that are of technical interest to those participating in sporting activities in Southern Utah.

Richard Berk is the Executive Producer for Utah Channel 3. Richard’s field of expertise is the medical field and covers medical conventions when he is not producing Utah Channel 3 content. Richard also shares the passion of outdoor sports as do all members of BHTV.

Our coverage from Brian Head is made possible by the hospitality of Copper Chase Condominiums, the premier condo resort at the mountain. Units range from studios to five-bedroom, four-bathroom penthouses, and the amenities make the crew’s stay the best on the mountain: ski-in/ski-out access, a heated pool, jacuzzi, saunas, a multi-TV sports lounge, fireplace lounge, full common-area kitchen, fitness center, vending room, laundry center, and dual heated garages. Book direct at copperchase.com or rbself.com.