SEMA eNews Vol. 13, No. 6, February 11, 2010

Majority of Industry Manufacturers, Distributors and Retailers Forecast Flat Sales

The SEMA Financial Benchmarking Report is a new program that allows your company to benchmark key sales performance indicators against industry averages. The report is available for manufacturers, WDs and retailers. October 2009 is the most recent report where you'll find data on sales projections, quick ratio, inventory turns, sales per employee, research and development, factory overhead, selling and administrative expense and more.

Following is just a small sample of the complete information available to program participants:

Manufacturer Sales Outlook
Financial Benchmarking Manufacturers
In the October 2009 SEMA Financial Benchmarking survey, manufacturers were asked for their sales outlook for December 2009, January 2010 and February 2010 vs. one year ago. Forty-one percent forecasted sales to be flat with one year ago, 37.3% forecasted sales to be up, and 21.7% forecasted sales to be down.

Of the manufacturers that forecasted sales to be up, the average increase was 13.9%. Of the manufacturers that forecasted sales to be down, the average decrease was 18.7%. (Responses are a three-month rolling average, based on 437 manufacturers).

Manufacturers Sourcing Products Outside the United States:
Q: How many products are manufactured outside the United States?
A: 43.6% of sales for August, September and October were from products manufactured outside the United States. That is the highest percentage reported since the SEMA Financial Benchmarking survey started in January 2009.

Manufacturer Spending on Advertising & Marketing:
Q: How much was spent on advertising and marketing, excluding salaries?
A: An average of 8.9% of gross sales on advertising and marketing in August, September and October.


Distributor Sales Outlook
Financial Benchmarking Distributors
In the most recent SEMA Financial Benchmarking survey, distributors were asked for their sales outlook for December 2009, January 2010 and February 2010 vs. one year ago. 40.6% forecasted sales to be flat with one year ago, 29.7% forecasted sales to be up and 29.7% forecasted sales to be down.

Of the distributors that forecasted sales to be up, the average increase was 15.6%.

Of the distributors that forecasted sales to be down, the average decrease was 21.4%. (Responses are a three-month rolling average, based on 359 participating distributors.)

Distributor Sales - Top Three Business Types:
Q: What business types were on the sales lists?
A: The top three businesses in August, September and October were:
Installers: 14.8%
Retailer (Jobber): 13.8%
Repair Services: 12.5%

Distributor Inventory Turns:
Q: How many times was inventory turned in the past 12 months?
A: 4.7 times (rolling average of the August, September and October responses).

Retailer Sales Outlook
Financial Benchmarking Retailers
In the October 2009 SEMA Financial Benchmarking survey, retailers were asked for their sales outlook for December 2009, January 2010 and February 2010 vs. one year ago. 44.2% forecasted sales to be flat with one year ago, 26.1% forecasted sales to be up and 29.7% forecasted sales to be down.

Of the retailers that forecasted sales to be up, the average increase was 14.7%. Of the retailers that forecasted sales to be down, the average decrease was 24.2%.

Retail Sales by Market Segment:
Q: What percentage of sales come from the various market segments?
A: Distribution of retail sales by market segment, October 2009:

Truck, SUV 54.2%
Exterior Accessories
42.7%
General Automotive Repair
38.5%
Wheels and Tires
38.5%
Interior Accessories
37.5%
Restoration
33.3%
Street High Performance
28.1%
Restyling
21.9%
Mobile Electronics
19.8%
Racing/Engine Parts
19.8%
Off-Road
18.8%
Auto Dealership
16.7%
Car Care Products
15.6%
Collision Repair
13.5%
Tools and Equipment
13.5%
Motorcycle
8.3%
Other
12.5%

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

*Equals more than 100% because multiple responses possible.

Retailer Inventory Turns:
Q: How many times was inventory turned in the past 12 months?
A: 5.3 times (rolling average of the August, September and October responses).

Want to get the entire report for your business category (manufacturer, WD or retailer)?

Simply sign up for the FREE and COMPLETELY CONFIDENTIAL SEMA Financial Benchmarking program, administered by Hedges & Company, by clicking on the appropriate link below:

Manufacturers
Distributors
Retailers

Participants automatically get the report by e-mail as soon as its released. Non-participating SEMA members can download the report from www.sema.org one month after it's released at no charge. Non-participating non-SEMA members can download the report from sema.org one month after it's released for $99.99.

For all your market research needs, visit www.sema.org/research.

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