By Ashley Reyes
SEMA estimates that with the impact of COVID-19, industry retail sales will likely be down 12% in 2020. However, most economists think that the recession hit its lowest point in mid-April, and companies within the specialty-equipment industry are optimistic about sales moving forward.
Even though 2020 has altered the vehicle landscape for many, the specialty-equipment market had shown impressive growth over the past 10 years with industry retail sales climbing nearly 4% to a new high of $46.2 billion in 2019, according to the new “2020 SEMA Market Report.” The report provides a comprehensive review of the automotive specialty-equipment market, market-sizing by vehicle segment, purchasing channels and trends to help SEMA-member companies make better business decisions.
SEMA estimates that with the impact of COVID-19, industry retail sales will likely be down 12% in 2020. However, most economists think that the recession hit its lowest point in mid-April, and companies within the specialty-equipment industry are optimistic about sales moving forward. By Q4 of 2020, nearly 50% of industry businesses expect their sales to be the same as or even better than 2019.
“While this year has presented its challenges, the SEMA Market Report can help our member companies identify the key areas of interest for consumers and prepare for the growth that we expect in 2021,” said Gavin Knapp, SEMA director of Market Research. “It’s still early to predict exactly how things will play out over the next couple years, but the positive news is that as the country re-emerges from the shutdown, we can expect that sales should rise back toward previous levels.”
In-store purchases accounted for the largest share of 2019 retail sales, representing almost 60% of the total. It is highly likely that online purchases will spike in 2020 due to COVID-19, but SEMA expects that many consumers will return to in-store shopping once restrictions are loosened. Word-of-mouth and the web were important sources of ideas and information for consumers researching potential upgrades. Forty-four percent of consumers used search engines or review websites; 40% went directly to manufacturers’ own websites; and 37% sought advice or recommendations from friends or relatives.
Pickup upgrades are the largest sector of the specialty-equipment industry, accounting for 31% of 2019 retail sales, although mid-range cars, CUVs and SUVs (including the Jeep Wrangler) are also major components of the market. Fifty-nine percent of specialty-automotive consumers are under the age of 40, and younger drivers are more likely than older drivers to buy performance parts or accessories and make heavier modifications to their vehicles.
To learn more about where the opportunity is for your business and to get the latest research on market sizing, consumer profiles and 2020 industry indicators, download the report for free today.