By Denise Aquino, SEMA Market Research
According to the 2026 SEMA Market Report, the specialty sports-car aftermarket is valued at $2.97 billion, with 24% of owners modifying their vehicles. By comparison, only 12% of CUV owners invest in aftermarket upgrades.
From commercials and internet pop-up ads to auto shows and everyday driving, the types of vehicles we see have shifted over the last 20 years.
Not long ago, ads highlighted the latest performance car driving on a racetrack. Today, those spots are more likely to feature a crossover utility vehicle (CUV) barreling down a dirt road in a scene that looks straight out of a national park.
OEM product lineups further tell the story of how the market has moved away from cars. Brands invested in CUVs, expanding the segment to 260 models, while many performance cars were phased out over the past two decades.
Today, CUVs represent roughly one-third of vehicles on the road––a dramatic shift from a segment that was virtually nonexistent 20 years ago. And this meteoric rise in CUV sales has come at the expense of traditional cars: Today there are 20 million fewer cars on the road compared to 10 years ago.
Looking ahead, however, the market may be shifting again.
Automakers are rethinking product strategies, and one segment poised for renewed investment is performance-oriented cars.
At the same time, companies such as Ford, GM, Stellantis and Toyota are increasing their involvement in motorsports, signaling a renewed focus on performance.
And it is not just future product plans that signal a renewed interest in cars. Car and Driver published its list of “winners and losers” in auto sales in Q2 2026, and sedans are experiencing a comeback. Some cars racking up sales include:
- Honda Accord up 42%
- Acura Integra up 57%
- Hyundai Sonata up 31%
- Ford Mustang up 22%
- Toyota Camry up 19%
A Further Look: General Motors
General Motors (GM) ended production of the Camaro after the ‘24 model year, disappointing enthusiasts worldwide. However, auto analysts suggest the model could return for model-year ‘28, potentially built on the Cadillac CT4/CT5 platform and offered in a four-door configuration. If it does happen, the next-gen Camaro is expected to feature a turbocharged inline-four-cylinder engine with both rear- and all-wheel-drive options. There is even speculation that Buick may receive a variant. Keep in mind that GM has not confirmed the speculation that these vehicles will be hitting the market.
GM is, however, definitely expanding the Corvette lineup. The ‘27 Corvette Grand Sport X variant features all-wheel drive, an LS6 engine and an 8-speed dual-clutch transmission; in short, very performance-forward.
A Further Look: Stellantis
Dodge CEO Matt McAlear stated there is “absolutely” a market for an affordable performance car priced under $30,000, emphasizing the need for “style, attitude and performance.” There is also speculation that Dodge could revive the Cuda nameplate, supported by a trademark filing in 2017.
In the near term, the ‘27 Dodge Charger will receive a new gasoline-powered SIXPACK engine from Stellantis’ Hurricane engine family.
A Further Look: Ford
Ford had largely exited the car market, leaving the Mustang as its only remaining car. The automaker does continue to invest in the Mustang and offers seven different variants, though.
And now, we can expect more as Ford showed dealers a four-door Mustang that would go from 0-60 mph in less than four seconds and would be priced under $40,000. There were no details indicating when the vehicle would be introduced.
Other Notable OEM Developments
Infiniti announced that it will reintroduce the Q50 in 2027, powered by a 400-hp twin-turbo V6 paired with a manual transmission, based on the Skyline sold in Japan.
Subaru Japan announced that it is reviving several manual-transmission models, including a WRX variant, BRZ and a five-door hatchback. U.S. availability would generate strong enthusiast demand––but has not been confirmed.
Audi unveiled the Nuvolari, a successor to the R8, a nearly 1,000-hp hybrid hypercar. Production will be limited to 499 units globally, priced from $500,000 to $686,000.
Market Opportunity for Performance Sedans in 2026
Analysts see opportunity in the underserved car segment. Last year, around 8 million CUVs and SUVs were sold in the U.S. If sedans capture just 5% of that volume, it will translate to roughly 400,000 additional units in the near term.
According to the 2026 SEMA Market Report, the specialty sports-car aftermarket is valued at $2.97 billion, with 24% of owners modifying their vehicles. By comparison, only 12% of CUV owners invest in aftermarket upgrades.
For aftermarket companies, a resurgence in performance cars could drive increased demand for accessories, tuning and styling enhancements––creating meaningful new revenue opportunities.
What's New with SEMA Market Research?
For the latest on the size and scope of the specialty-equipment market, download the 2026 SEMA Market Report. SEMA members can download the report for free at sema.org/research.
Industry members are also highly encouraged to participate in the SEMA State of the Industry Survey to ensure your point of view is reflected in future SEMA Market Research reports.
