SEMA News—June 2011
2011 Report Examines Truck Ownership and Accessory Purchases
The “2011 Pickup Truck Report” is now available as a free download to SEMA members and to nonmembers for only $99.95 at www.sema.org/2011pickupreport. It delves even further into the marketplace than the previous report published in 2008.
SEMA periodically canvasses truck owners to stay abreast of the market, and the association has just released a new survey—“2011 SEMA Pickup Truck Report”—to augment its research findings about the category. The new analysis is now available as a free download to SEMA members and to nonmembers for only $99.95. It supersedes a similar report that was released in 2008 but delves even further into the marketplace.
The 2008 version covered only late-model offerings, focusing on ’07 and ’08 midsize and fullsize pickups. The new report covers a decade’s worth of vehicles, ranging from the ’01 to the ’11 model years. It includes information about 15 individual models as well as sales and popularity data on more than three dozen types of accessories.
The study was conducted by Hedges & Company, the well-known specialty-equipment marketing firm that also produces the monthly SEMA Financial Benchmarking reports and specializes in market research, database marketing and managed e-mail marketing. Hedges & Company surveyed more than 2,000 midsize and fullsize truck owners from across the United States.
“The pickup data and the information about the products that are being purchased are relevant to a very broad cross-section of the SEMA membership,” said Julie Hedges, president of Hedges & Company. “The truck market continues to be the largest segment serviced by SEMA-member distributors, manufacturers and retailers, and we wanted to ensure that the report would be pertinent to all members. This new report is a much more robust look at the market.”
Top Ten Accessories Installed/Planned to Install:
Custom Front Grille 19.60
|Table A: The top 10 must-have accessories for fullsize pickups as selected by the respondents in the “2011 SEMA Pickup Truck Report” included custom front grilles, air cleaners and performance tires.|
The preliminary sections of the report contain general information about the overall pickup category, including sales data and engine offerings for the models included in the study. The publication then segregates the two pickup classes, with data collected from fullsize truck owners featured first.
In order to compile the material about accessories, each group was asked a series of questions based on their purchasing experiences and future plans as well as ranking lists of accessories as “must have,” “nice to have” or “not necessary.” Hedges & Company encapsulated the data into appropriate sections accompanied by easy-to-read tables, such as the two reproduced here.
Custom front grilles (see Table A) topped the list of accessories that fullsize pickup owners have installed or planned to install in the next 12 months. Items such as air intakes, performance tires and performance exhaust followed. In the midsize segment, performance tires were number one (see Table B), followed by air intakes, navigation systems and custom front grilles. Additional tables in each section detail the top accessories by pickup make.
The report also examines the sources of information and the types of outlets pickup owners use in researching and shopping for accessories.
“One of the significant findings was the impact of the Internet when people are looking for information,” Hedges said. “Websites were clearly the leading source of information for both midsize and fullsize pickup respondents, but there was nearly an equal split between the Internet and retail stores when it came time to buy.”
Trucks and accessories are so popular that they have laid claim to their own exhibit hall at the annual SEMA Show in Las Vegas, and SEMA just released a new “2011 SEMA Pickup Truck Report” to augment its research findings about the category.
The new “2011 Pickup Truck Report” covers a decade’s worth of vehicles ranging from ’01 to ’11, including 15 individual models as well as more than three dozen of the industry’s most popular accessories.
“Another interesting finding was the respondents’ opinions on warranties,” Hedges said. “Warranty concerns were not very high, with only about a quarter of the people expressing any fear. The rest were aware of potential impacts but were not really apprehensive about warranty issues. While 25% of the market is not insignificant, it is lower than many
Top 10 Accessories Installed/Planned to Install: ’01–’11 Midsize Pickup Owners
Performance Tires 16.70% Air Cleaner/Intake 15.30%
The full report contains a wealth of information about the marketplace. Obviously, we can touch on only the highlights of the 50-page publication in this preview, but we encourage every business involved in the light-truck accessory industry to download the survey and review its contents. In addition, SEMA Senior Manager of Market Research Gavin Knapp will present a webinar based on the report Thursday, May 26, at 10:00 a.m. PDT/1:00 p.m. EDT. The presentation will then be added to the association’s webinar archive for subsequent download.
Sponsored by SEMA’s Truck and Off-Road Alliance (TORA) council, the webinar will provide a complete overview of the updated research study, including current and upcoming pickup trends that are pertinent to manufacturers, distributors, jobbers, retailers and installers. The presentation will also cover the top pickup accessories; how pickup owners shop for accessories; the top accessories they want for their next trucks; and pickup sales trends.
Complete details about the live webinar or downloads from the archives are available at www.SEMA.org/webinars. SEMA webinars are free to SEMA members and only $29 for nonmembers.