The SEMA Consumer Segmentation Report establishes a baseline of consumer groups, which we will use to structure ongoing research efforts. This project was commissioned specifically to help members better serve the broad base of consumers within the industry. It also creates a common framework for the industry as a whole to talk about—and market to—consumers.
The 2011 SEMA Pickup Truck Report provides a comprehensive look at the market. It includes sales data and consumer purchase trends on 15 model pickups covering 2001–2011 model years and more than three dozen specialty- equipment accessories. The report also compares the midsize truck market to the fullsize truck market.
The report included data collected from a survey of pickup-truck owners, as well as vehicles sales data and specialty-equipment market numbers.
Motorsports of all varieties and the products that support them are acknowledged as the unchallenged cornerstones of the specialty equipment market. Performance manufacturer sales reached $2.43 billion in 2007, up 44% in the last 5 years and up 72% from 1993.
High fuel prices cut into the budgets of most drivers. As gasoline surpassed $4/gallon, 28% of enthusiasts claimed they would spend less on modifications if prices increased another $.50/gallon. Alternative Fuel Vehicles (AFVs) are more common than people may recognize. Over 11 million AFVs have been produced.
We saw it a few years ago. Young car buyers were accessorizing their rides primarily with “dress-up” parts such as big wings, race inspired body kits, and a host of dress-up modifications. This may sound like the sport compact market of yesterday, but that market as we know it today has shifted more toward performance with appearance almost becoming secondary.