The SEMA Show 2010, an exhibition event for the automobile aftermarket and customized cars, was held from November 2nd to 5th at the Las Vegas Convention Center, and US-based Mazda North American Operations/MNAO was there, displaying custom-tuned and racing cars, as well as aftermarket parts. These included its feature exhibit, the Mazda 2 that had just been released this summer (called the "Demio" in Japan), as well as the MX-5 Miata (the "Roadstar" in Japan) and the Mazda 3 (known as the "Axera" in Japan).

The Mazda 2s included an "Evil Track," which had been built to meet SCCA/NASA race specifications with original aero parts and competition equipment, as well as a customized street-spec model with small-diameter aluminum wheels and a special paint-job - which added a racy tone. Among the MX-5s was a 20th-anniversary edition powered by a supercharged Cosworth engine and sporting a soft-top and door handles that echo the first generation road cars. A roll cage and small-diameter wheels emphasized this vehicle's racing pedigree. An MX-5 Cup version of this car was also on display. As well as these vehicles, the booth featured a 500-horsepower 2.5-litre turbocharged Mazda 3 that had been used by Tri-Point Engineering in Time Attack events, as well as this year's Grand Am GT series-winning RX-8. All models have a sporty, racy feel that gives the impression they could hit the track at any moment, further underscoring the fact that in North America, Mazda is known as a sporting brand that is most suited to the race track. The entire booth emphasized Mazda's worldwide "Zoom-Zoom" theme, with the MAZDASPEED logo featured on all models.