The so-called "Web 2.0" evolution of the Internet now affects the research and purchase decisions of those in the market for a new car, says a recent J.D. Power and Associates report. Nearly 69% of new-vehicle buyers who use the Internet to research their options will end up reading one or more forms of user-generated content—blogs, forums, photo-sharing sites—in their purchasing decisions. Consumer-generated content increasingly pops up on a buyer's radar as a new way to gather what is perceived as unbiased information.

Consumer ratings and reviews are said to be the most popular forms of consumer-generated content online, with 64% of respondents reporting usage, according to the J.D. Power report. Shoppers consider forums, blogs and enthusiast/question-and-answer/photo-sharing sites helpful, but use them less than consumer reviews and ratings.

SEMA market research reveals a similar trend in the specialty-equipment industry. Results from SEMA’s 2007 Automotive Lifestyles survey show that 52% of automotive enthusiasts turn to manufacturer websites to find information about custom parts and accessories prior to making a purchase. Coming in a close second are forums, with 45% of the respondents saying they visit these types of sites.

Internet retail store sites (35% of the vote) followed, although just 19% said that they actually purchase their products at online retail stores. Only 14% said they purchased over half of their specialty equipment at manufacturer websites. Enthusiasts research their purchases at manufacturer websites, but will sometimes turn to online retail stores to make the actual purchase.

Approximately 3,000 consumers were surveyed, largely subscribers to 21 different automotive magazines, including Hot Rod, Super Street and Motor Trend, and visitors to websites hosted by the individual magazines.

Sources: SEMA Research & Information Center; J.D. Power and Associates (October 10, 2007): As Automotive Manufacturers Shift Marketing Dollars Online, New-Vehicle Shoppers Follow (J.D. Power and Associates press release, courtesy of PR Newswire)

The majority of light-truck enthusiasts tend to modify their vehicles within two months of ownership, according to SEMA research. While just 5% add specialty-equipment parts at the time of purchase, 57% do so within the first two months of ownership.

And those first days are ripe with opportunity for specialty-equipment dealers and manufacturers: 38% say they modified their light truck within one to three weeks of ownership. Overall, 77% of light-truck enthusiasts purchased parts and accessories for their ride within six months, including those who buy at the time of purchase.

For more insight into the light-truck market, read the Market Update published by SEMA’s Research & Information Center in the September 2007 issue of SEMA News. Visit www.sema.org/research for more valuable member-exclusive market research reports.

Market insiders will share the latest trends in top specialty-equipment markets and provide key information for doing business in Australia, Europe and Brazil. Information includes the vehicles most often accessorized, the most popular accessories and what’s legal and what’s not in the three countries. SEMA’s new report on the Chinese specialty-equipment market will be distributed at the seminar on a first-come, first-served basis. Come to this special session taking place Wednesday, October 31, at 10:15 a.m. (PST), in Room N255. No pre-registration required.

For more information on this session, contact Linda Spencer at lindas@sema.org. To view a list of all seminars and special events set for the 2007 SEMA Show, visit www.SEMAShow.com.

SEMA Show exhibitors are invited to visit www.SEMAShow.com/tradeleads to view the thousands of pre-registered international buyers coming to the SEMA Show. Download the free database, identify those buyers seeking your products and invite them to visit your booth. 

For more information, contact Linda Spencer at lindas@sema.org.

If you missed the webinar "Making the Most of Your Media Moments at the SEMA Show," be sure to grab the download that will be available next week at www.sema.org/webinar. More than 3,000 media representatives attend the SEMA Show each year. Find out how you can capture their attention, and get your product and company featured in newspapers and magazines and on television and radio shows throughout the world. Through the webinar “Making the Most of Your Media Moments at the SEMA Show," Griff Allen will help you learn how to be an effective subject for any media outlet and represent yourself better than the competition.

To download this session when it becomes available, view upcoming webinars, or access past webinar session downloads, click here.

The 2007 SEMA Show is on pace to attract more qualified buyers than ever before.

“The SEMA Show exhibitors are attracting the highest quality buyers ever,” said SEMA Vice President of Communications and Events Peter MacGillivray. “Registration reports indicate that we are receiving the highest quantity of qualified buyers in our history,” MacGillivray added.

Buyers registered to attend the 2007 SEMA Show are highly qualified, influential decision makers. Early-registration data shows that nearly 90% of the buyers attending the Show have the ability to make product-buying decisions or recommendations for their companies. This is an increase from the 2006 Show, when 86% of buyers reported similar buying authority.

At this time more than 50,000 buyers have registered to attend Aftermarket Industry Week. That represents a 20% increase over the number of registrants at this time last year.

Buyers representing international companies are also highly qualified, with 91% able to make buying decisions or recommendations. Most of the Show’s buyers represent well-established businesses. More than 70% of registered buyers come from companies that have been in existence for more than six years.

Improving the quality of attendees at the Show is an ongoing effort by SEMA to maintain the integrity of the premiere trade-only event.

In addition to the increased buyer authority, early registration data also shows that the number of registered buyers in the Jobber category has passed the attendance figures for 2006, when a total of 913 jobbers attended the 2006 SEMA Show. With three weeks still remaining, the latest figures reveal that there are 1,030 jobbers registered to attend the 2007 Show—an increase of 12.8%.

Jobber Product Interest

Here is a breakdown of the jobber registration data and the types of products in which jobbers indicated interest. Registration data as of October 4.

For information about the 2007 SEMA Show, visit www.SEMAShow.com.

Toyota Corporate Marketing Manager Brian Smith will deliver his presentation, "Marketing for Personalization," at the 2007 SEMA Show Luncheon and Keynote Address, Monday, October 29. The presentation will include a 20-minute PowerPoint and Q&A session, and it will touch on specialty-equipment marketing support for both Scion and the Tundra. The Luncheon discussion illustrates the importance of vehicle personalization and the specialty-equipment industry to the Toyota brands. 

Bill Kozyra, President and CEO of Continental Automotive Systems, will present at the Electronic Stability Control (ESC) Systems and the Aftermarket Vehicle Technology Briefing Seminar, Wednesday, October 31, 2007, 9:30 a.m.–10:15 a.m., Room C205, Las Vegas Convention Center.

Kozyra will be joined by Ed Browalski, owner of Advanced Controls Engineering Consultants (ACEC), LLC, and SEMA Vice-President of Vehicle Technology John Waraniak for the seminar, which will provide SEMA members with an overview of the impact of ESC implementation on the aftermarket.

Attendees will take away a deeper technical understanding combined with practical approaches for determining the compatibility of  aftermarket (SEMA News August 2007) products with ESC systems. Methodologies and ways to assess the interaction between ESC and specific aftermarket products will be discussed and demonstrated. The seminar will be highly interactive and responsive to members' immediate questions and concerns. Topics include:

• Why should the aftermarket be aware of ESC?
• What are the basics of ESC?
• Which aftermarket products could affect ESC performance?
• What methods are available to assess how my product  might affect ESC?
• What are the positive aspects of ESC for the aftermarket?
• What new technologies soon to be introduced that will have similar impacts on the aftermarket?

In addition to participating in the seminar, Kozyra and Continental will also provide ESC demo vehicles and a simulator at the Show. Seating for the seminar is limited. To reserve your attendance, contact Inga Intriago at ingai@sema.org.

Also, make plans now to attend the three additional TBS sessions at the SEMA Show:
Connected Vehicle Technologies and the Aftermarket
Tuesday, October 30, 9:30 a.m. -10:15 a.m., Room LVCC, C205
Speaker(s): Steven Underwood, John Waraniak

Aftermarket Mobile Electronics Integration
Tuesday, October 30, 11:00 a.m. -11:45 a.m., Room LVCC, C206
Speaker(s): Chris Cook, Michael Blicher

Performance Diesel and the Aftermarket Industry
Wednesday, October 31, 11:00 a.m. -11:45 a.m., Room LVCC, C206
Speaker(s): Dean Tomazic, John Waraniak

A message from Richard and David Parks

Wally Parks, 23 January 1913–28 September 2007, Celebration of Life Tributes

"Many people have asked when the NHRA will hold a tribute to our father. We are in the planning stages right now, and we want to do it so that as many people as possible can come. A short tribute will be held at the California Hot Rod Reunion (CHRR) at the Auto Club of Southern California Raceway, in Famoso (north of Bakersfield), California, on October 12–14. NHRA will have a special trackside ceremony honoring our father on Sunday, November 4, prior to the final round of eliminations at the Automobile Club of Southern California NHRA Finals. A full Celebration of Life will be held in conjunction with the CARQUEST Auto Parts Winternationals, in Pomona, California, in February 2008. Final details haven't been worked out yet. The public is invited, but due to the uncertainty of the weather, please check with National Dragster or the NHRA website at www.NHRA.com. Other groups have mentioned holding tributes and as I hear of them, I will pass the news on. 

Our family thanks you for your concern and condolences."

Richard and David Parks