SEMA eNews Vol. 13, No. 7, February 18, 2010

Consumer Demand Rises for Off-Road Products

  Offroad product interest spikes
  Enthusiasts who said they planned to customize their vehicle with off-road products increased 5% in January, compared to the previous three-month rolling average.

The January 2010 SEMA Consumer Demand Index for Performance Products and Accessories (formerly PADI) is now available for download at www.sema.org/research/padi.

The Consumer Demand Index measures purchase intentions of consumers (both enthusiast and mainstream) over the following 90 days. As enthusiasts represent approximately 10%–15% of U.S. drivers, the index is likely to be an indicator of mainstream consumer demand for automotive specialty and performance products.

In January, enthusiasts indicated heightened interest in customizing their vehicle with off-road products, 13% compared to the previous three-month average of 8%.

The index is a weighted composite index, set to an initial value of 100 based on demand levels benchmarked between January and March 2007.

The January 2010 report is based on 923 interviews conducted nationwide via Random Digital Dial (RDD) telephone survey. The overall index experienced a seven-point decrease from December 2009, dropping from 38 to 31.

For more information, contact research@sema.org.

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