PERFORMANCE TOPS PRIORITIES OF LIGHT-TRUCK ENTHUSIASTS

More than three-quarters of light-truck enthusiasts customize their trucks to improve performance, according to SEMA research data. Of the 1200 light-truck owners queried for the SEMA 2007 Automotive Lifestyles survey, a staggering 86% somewhat agreed or strongly agreed with the statement, “I customize my vehicle to increase performance.”

Performance is not the only reason why enthusiasts modify their light-trucks, however. Nearly as many see their truck as an extension of themselves and their individuality, with 79% somewhat or strongly agreeing that their vehicle is a way for them to express themselves, and 78% agreeing that they customize to set their truck apart from others on the road.

Along similar lines, 68% of enthusiasts somewhat or strongly disagreed when asked if their vehicle was only used for basic transportation. Additionally, 59% say they prefer to modify the appearance of their truck rather than the performance.

For further insight into this segment of the specialty equipment industry, read the Light-Truck Market Update produced by the SEMA Research and Information Center in the September issue of SEMA News. For member-exclusive market research reports, visit www.sema.org/research.