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  • SEMA News

    SEMA eNews, Vol. 10, No. 9 - February 28, 2007

    Over half of young consumers aged 18-24 surveyed this month plan to purchase automotive specialty-equipment.

    Forecasting the demand of specialty-equipment parts and accessories provides an invaluable tool for strategic market planners and helps answer one ongoing question: How will industry sales do in the coming months? To help answer this question, SEMA commissioned the market research firm Technometrica to survey consumers in order to gauge their specialty-equipment purchase intentions over the next three months. Their nationally representative sample of 1,012 consumers—which represents approximately 114 million U.S. households—showed a drop in the number of consumers planning on purchasing specialty equipment over the next three months.

    In February 2007, 26% of adult American drivers (or approximately 27 million households) indicated that they had plans to purchase specialty-equipment, a 4% drop from January. By product, wheels, tires and suspension components were the most popular specialty-equipment products consumers were likely to purchase (21% or 22 million households), followed by specialty accessories and appearance products (10% or 10 million households) and racing and performance products (9% or 9 million households).

    It is interesting to note that as the age of drivers gets higher the plans to purchase industry products goes down. Over half of the 18–24 group intends to modify their vehicle, while only 15% of drivers 65 and older plan to do so. The pattern holds true even as we look at the three major segments of products that make up the industry. As you look at the table below, notice that the percent of consumers planning to make a purchase has risen in some cases (as indicated by the +/- in parenthesis).

    Midsize vehicles and pickups were the most common targets for enhancement or modification (22% and 19%, respectively), followed by large SUVs, fullsize vehicles and compact cars (12%, respectively). Notice the shift from small to large SUVs as more consumers are now planning to customize their large SUVs this month compared to last. In addition, car dealerships are the most preferred outlets for aftermarket products, up seven points over last month’s reading (33% vs. 26% in January); independent parts stores captured second place (18%), followed by chain auto parts stores (17%). The Internet is the preferred outlet for one in 10 (10%) of those planning to enhance or modify their vehicle.

    Source: SEMA Research and Information Center

  • #2
    Hey Thomas - I'm probably the reason for the drop from January - after all the money that I left with you I had to relax in February!!!
    WCC Florida State Representative
    River City F-Bodies, Jacksonville, FL.
    SoutheastCamaroZ, Atlanta, Ga.