Scion displayed this second-generation xB in its booth at the 2008 SEMA Show.

In the first week of April, SEMA initiated a study of Scion owners to gauge their impressions about future trends for the brand. In order to report the most current information as it is received, this article will briefly outline some of the preliminary results of the study. A complete report will supersede these results once the study has been completed.

Enthusiasts from the online automotive community ScionLife.com, a brand-dedicated site founded for Scion owners and followers, were approached to submit feedback about their hobby and their vehicles. The following perceptions are based on this brand-specific, venue-targeted (online) audience and should be interpreted with these qualities in mind.

Participants were asked to rate two upcoming trends for 2009: segment popularity and macro-trends for the industry. In other words, enthusiasts were asked to define the segments they think will prosper in 2009 and the trends that will be popular regardless of segment. Scion owner data has been listed alongside results from typical compact-performance enthusiasts and the larger data pool of enthusiasts from every demographic. The feedback collected in these consumer-forecasted reports is an important barometer for what may lie ahead.

While compact-performance and race/motorsports vehicles were popular choices, the lesser obvious street-driven urban-style also stands out.

As a subset of the compact-performance niche, Scion owners predict the largest activity to be in their segment (85%). But they also are in alignment about their beliefs with racing and motorsports vehicles (32%). Where they differ, however, is in their appreciation of street urban style (32%).

As for non-segment specific trends, Scion owners hold consistent values with other enthusiasts. Their top three selections are in alignment with the other groups and illustrate a desire for affordable speed and getting their hands dirty: performance (57%), DIY mods (57%), budget builds (39%).

Like most enthusiasts, Scion owners want to perform well without breaking the bank. — SEMA Research & Information Center

Scion displayed this second-generation xB in its booth at the 2008 SEMA Show.

In the first week of April, SEMA initiated a study of Scion owners to gauge their impressions about future trends for the brand. In order to report the most current information as it is received, this article will briefly outline some of the preliminary results of the study. A complete report will supersede these results once the study has been completed.

Enthusiasts from the online automotive community ScionLife.com, a brand-dedicated site founded for Scion owners and followers, were approached to submit feedback about their hobby and their vehicles. The following perceptions are based on this brand-specific, venue-targeted (online) audience and should be interpreted with these qualities in mind.

Participants were asked to rate two upcoming trends for 2009: segment popularity and macro-trends for the industry. In other words, enthusiasts were asked to define the segments they think will prosper in 2009 and the trends that will be popular regardless of segment. Scion owner data has been listed alongside results from typical compact-performance enthusiasts and the larger data pool of enthusiasts from every demographic. The feedback collected in these consumer-forecasted reports is an important barometer for what may lie ahead.

While compact-performance and race/motorsports vehicles were popular choices, the lesser obvious street-driven urban-style also stands out.

As a subset of the compact-performance niche, Scion owners predict the largest activity to be in their segment (85%). But they also are in alignment about their beliefs with racing and motorsports vehicles (32%). Where they differ, however, is in their appreciation of street urban style (32%).

As for non-segment specific trends, Scion owners hold consistent values with other enthusiasts. Their top three selections are in alignment with the other groups and illustrate a desire for affordable speed and getting their hands dirty: performance (57%), DIY mods (57%), budget builds (39%).

Like most enthusiasts, Scion owners want to perform well without breaking the bank. — SEMA Research & Information Center

General Motors deliveries are down 42.5%. Toyota posted a 37% sales decline. Ford reported a drop by 38.1%. Yet, executives remain optimistic.

With figures like these, it is hard to believe that manufacturers are finding optimism. GM had total deliveries of 155,380 in March, down 44.7% from a year ago, but cited a 23% increase in deliveries from February.

In an open call with journalists reported by Ward's Auto, GM Vice President of Sales Mark LaNeve remarked optimistically that "the market is beginning to show some signs of life." Even more surprising was LaNeve’s estimate of annual sales of slightly more than 10 million units (seasonally adjusted).

GM’s focus to keep consumers in their vehicles rather than allowing returns to dealerships has also helped to boost confidence in the company. Considering that GM’s lending arm has relaxed new finance terms to 620 points, this optimism is well-founded, especially when taking into account the decision made six months ago to not extend finance terms to anyone with scores under 700.

Similarly, Toyota’s sales numbers are still down, but have improved since February. Bob Carter, general manger Toyota division, commented on the situation and expects that the worst is behind the auto industry.

“Perhaps that’s a very early indication we have floored and there’s some optimism returning to the market,” he tells Ward's Auto.

The proof lies in the Toyota-specific division, which delivered 18% more vehicles in March.

Finally, Ford’s new products are helping the manufacturer to regain market share in an industry it feels is beginning to show signs of life again. The company commented on the situation, saying that the smaller decrease in retail volume, which was 36%, should equal a retail market share in the realm of almost 14%. This would mark the fifth straight month in which Ford penetration has exceeded 13%.

Jim Farley, vice president of sales and communications, also highlighted the enthusiasm in an interview with Ward’s.

“That’s very encouraging for our team, considering our incentive levels," Farley said.

Ford has been able to refrain from increasing its incentive programs, while its competitors have increased incentives an average of $500 per vehicle. Although Ford has instituted a new program that will mimic GM’s Total Confidence program, Farley said that the cost to the automaker would be minimal, perhaps $200 per vehicle.


Sales in March showed signs of a resurgent market. Compact vehicles had a 27.18% growth over February sales.

SEMA-member companies can first start by providing appropriate parts to help consumers accessorize and personalize the vehicles that are selling well. According to J.D. Power, compact-vehicle sales grew 27.18% in March over the previous month. This segment has been the benefactor of economic conditions as consumers uneasy with the current economy have opted for smaller, efficient and affordable vehicles as replacements. — SEMA Research & Information Center

General Motors deliveries are down 42.5%. Toyota posted a 37% sales decline. Ford reported a drop by 38.1%. Yet, executives remain optimistic.

With figures like these, it is hard to believe that manufacturers are finding optimism. GM had total deliveries of 155,380 in March, down 44.7% from a year ago, but cited a 23% increase in deliveries from February.

In an open call with journalists reported by Ward's Auto, GM Vice President of Sales Mark LaNeve remarked optimistically that "the market is beginning to show some signs of life." Even more surprising was LaNeve’s estimate of annual sales of slightly more than 10 million units (seasonally adjusted).

GM’s focus to keep consumers in their vehicles rather than allowing returns to dealerships has also helped to boost confidence in the company. Considering that GM’s lending arm has relaxed new finance terms to 620 points, this optimism is well-founded, especially when taking into account the decision made six months ago to not extend finance terms to anyone with scores under 700.

Similarly, Toyota’s sales numbers are still down, but have improved since February. Bob Carter, general manger Toyota division, commented on the situation and expects that the worst is behind the auto industry.

“Perhaps that’s a very early indication we have floored and there’s some optimism returning to the market,” he tells Ward's Auto.

The proof lies in the Toyota-specific division, which delivered 18% more vehicles in March.

Finally, Ford’s new products are helping the manufacturer to regain market share in an industry it feels is beginning to show signs of life again. The company commented on the situation, saying that the smaller decrease in retail volume, which was 36%, should equal a retail market share in the realm of almost 14%. This would mark the fifth straight month in which Ford penetration has exceeded 13%.

Jim Farley, vice president of sales and communications, also highlighted the enthusiasm in an interview with Ward’s.

“That’s very encouraging for our team, considering our incentive levels," Farley said.

Ford has been able to refrain from increasing its incentive programs, while its competitors have increased incentives an average of $500 per vehicle. Although Ford has instituted a new program that will mimic GM’s Total Confidence program, Farley said that the cost to the automaker would be minimal, perhaps $200 per vehicle.


Sales in March showed signs of a resurgent market. Compact vehicles had a 27.18% growth over February sales.

SEMA-member companies can first start by providing appropriate parts to help consumers accessorize and personalize the vehicles that are selling well. According to J.D. Power, compact-vehicle sales grew 27.18% in March over the previous month. This segment has been the benefactor of economic conditions as consumers uneasy with the current economy have opted for smaller, efficient and affordable vehicles as replacements. — SEMA Research & Information Center

The Subaru WRX is one of the most popular tuning platforms in China. This one belongs to an enthusiast in a Guangzhou car club.

Taking a closer look at recent featured vehicles in top tuning magazines in China is essential in understanding the consumer trends in the specialty-equipment market. Enthusiasts in China refer to car magazines and browsing the Internet as top methods for obtaining information on what they would like their vehicles to resemble.

A review of several top tuning magazines, including Tuning Car, Option & 4WD and Auto Sports, reveals the five modified vehicles currently receiving the largest coverage: Subaru WRX STI, Nissan GTR, Suzuki Swift, Toyota Yaris and Volkswagen GTI.

The Subaru WRX STI certainly takes the lead in media coverage from car magazines reviewed from China. Not only is the Subaru WRX and STI among the popular modified vehicles in China, it is recently the winner from top automotive print publications. In the March issue of Tuning Car Magazine, the editor introduced a fully accessorized Subaru WRX STI.

This vehicle was built by www.huoniaocar.com , a tuning shop located in Shanxi Province. The modifications to this vehicle include a clutch kit, an air intake and an exhaust system. The twin-plate clutch was installed first, followed by the intake and exhaust systems and, finally, suspension upgrades. Finishing touches included anti-roll bars and carbon-fiber spoilers.

Subaru STI EJ255, Subaru STI EJ20 and Subaru STI ET20

Another well-known tuning magazine, Option & 4WD, covered a spotlight tuning comparison among three generations of the Subaru STI in its March issue. The three generations introduced were the Subaru STI EJ255, Subaru STI EJ20 and Subaru STI ET20. The Subaru STI EJ255 introduced was fully equipped with high-end imported tuning parts.

This Subaru STI EJ255 was modified in a unique style; most Chinese enthusiasts focus on exterior restyling of their Subaru STI. This owner, however, only modified his wheels and tires for exterior upgrades. Everything else is highly focused on performance power upgrades. The total value of aftermarket accessories is approximately $28,000 (USD).

The Subaru STI EJ20, on the other hand, did add exterior restyling. It was accessorized with air dams, a body kit and grille inserts. In power upgrades, the engine, turbo, exhaust, ECU and intercoolers were also modified on this car. Most accessories are domestically manufactured brands in China.

The last Subaru ET20 had the most restyling work, with a carbon fiber hood, grill inserts, spoiler, air dams, wheels and tires. In power upgrades, similar to the second Subaru, turbo, ECU, and exhaust systems were added. At the conclusion of the article, the Subaru STI EJ255 was given first place, followed by the Subaru EJ20 and the Subaru ET20.

Although the Subaru ET20 placed last, editors did mention that if they were only comparing exterior restyling, the Subaru ET20 would definitely take the lead.

The Nissan GTR is another popular vehicle. Although you can’t see many Nissan GTR’s on the roads in China yet, this vehicle is referred to by Chinese editors as having huge tuning potential. In the March issue of Tuning Car, a tuning shop in Shenzhen, introduced its Nissan GTR project vehicle in all of its aftermarket parts details along with relevant pictures. The January issue of Option & 4WD had a six-page exclusive article comparing three tuned GTRs in different styles.

The March 2009 issue of Tuning Car also introduced a European vehicle-focused tuning shop in Dongguan called GT Shop. Two VW GTIs were introduced, each of the GTIs with its own unique characteristic (one outputting 260 hp, the other 330 hp). Accessories on these vehicles included dual exhaust systems, coilovers and performance brakes.

The Suzuki Swift also received great media exposure. In the November 2008 issue of Option 4WD, there was an 18-page featured article on the Suzuki Swift. Eight owners of modified Suzuki Swifts were interviewed. Most Swift owners commented that the cars are fast and easy to tune.

Suzuki Swift

Similarly, the March 2009 issue of Tuning Car featured an eight-page exclusive project vehicle unveiling of a fully modified Suzuki Swift, capable of reaching 9,000 rpm. It is the fastest Suzuki Swift in China and was modified by Auto Option Zone in Guangzhou. This Swift is accessorized with shocks, brakes, a clutch and pressure plate, a camshaft, headers, intercoolers, boost controllers, gauges and tires and wheels.

The Toyota Yaris is another popular modified vehicle that’s been receiving great media coverage. In the October 2008 issue of Option & 4WD, the Yaris made it to the cover of the magazine. Inside was a nine-page article on a fully accessorized Yaris. The Yaris also won car trends of the year from Car Magazine China.

Toyota Yaris in Option & 4WD

Again in the March 2009 issue of Option & 4WD, the magazine featured a turbocharged Toyota Yaris vehicle accessorized by a tuning shop in Guangdong Foshan. Some of the parts added to the Yaris included a boost power converter, an exhaust system, spark plugs, an air filter, shocks, springs, anti-roll bars, brakes, gauges, and 16-inch wheels and tires.

Magazines reviewed:
Tuning Car Magazine, March, 2009
www.tuningcarchina.com

Option & 4WD, March, 2009
Option & 4WD, January, 2009
Option & 4WD, November, 2008
Option & 4WD, October, 2008
www.autoemag.com.cn

Car Magazine China, January, 2009
www.trends.com.cn

Auto Sports, March, 2009
www.autosportsline.com.cn

Tuning shops mentioned in articles:

Kings Mart Co.
Tel: 011-86-2084642846
Contact name: Xiolu, Huang
E-mail: kgs@kingsmart.com.hk

Dyno King
Tel: 011-86-75527021516
Contact name: Thomas Tsui
E-mail: info@dynoking.com

Man’s Auto Parts
Tel: 011-852-23919331
Contact name: Mr. Wen

Auto Option Zone
Tel: 011-86-2083503240
Contact name: Mr. Chen
E-mail: zm080929@21cn.com

The Subaru WRX is one of the most popular tuning platforms in China. This one belongs to an enthusiast in a Guangzhou car club.

Taking a closer look at recent featured vehicles in top tuning magazines in China is essential in understanding the consumer trends in the specialty-equipment market. Enthusiasts in China refer to car magazines and browsing the Internet as top methods for obtaining information on what they would like their vehicles to resemble.

A review of several top tuning magazines, including Tuning Car, Option & 4WD and Auto Sports, reveals the five modified vehicles currently receiving the largest coverage: Subaru WRX STI, Nissan GTR, Suzuki Swift, Toyota Yaris and Volkswagen GTI.

The Subaru WRX STI certainly takes the lead in media coverage from car magazines reviewed from China. Not only is the Subaru WRX and STI among the popular modified vehicles in China, it is recently the winner from top automotive print publications. In the March issue of Tuning Car Magazine, the editor introduced a fully accessorized Subaru WRX STI.

This vehicle was built by www.huoniaocar.com , a tuning shop located in Shanxi Province. The modifications to this vehicle include a clutch kit, an air intake and an exhaust system. The twin-plate clutch was installed first, followed by the intake and exhaust systems and, finally, suspension upgrades. Finishing touches included anti-roll bars and carbon-fiber spoilers.

Subaru STI EJ255, Subaru STI EJ20 and Subaru STI ET20

Another well-known tuning magazine, Option & 4WD, covered a spotlight tuning comparison among three generations of the Subaru STI in its March issue. The three generations introduced were the Subaru STI EJ255, Subaru STI EJ20 and Subaru STI ET20. The Subaru STI EJ255 introduced was fully equipped with high-end imported tuning parts.

This Subaru STI EJ255 was modified in a unique style; most Chinese enthusiasts focus on exterior restyling of their Subaru STI. This owner, however, only modified his wheels and tires for exterior upgrades. Everything else is highly focused on performance power upgrades. The total value of aftermarket accessories is approximately $28,000 (USD).

The Subaru STI EJ20, on the other hand, did add exterior restyling. It was accessorized with air dams, a body kit and grille inserts. In power upgrades, the engine, turbo, exhaust, ECU and intercoolers were also modified on this car. Most accessories are domestically manufactured brands in China.

The last Subaru ET20 had the most restyling work, with a carbon fiber hood, grill inserts, spoiler, air dams, wheels and tires. In power upgrades, similar to the second Subaru, turbo, ECU, and exhaust systems were added. At the conclusion of the article, the Subaru STI EJ255 was given first place, followed by the Subaru EJ20 and the Subaru ET20.

Although the Subaru ET20 placed last, editors did mention that if they were only comparing exterior restyling, the Subaru ET20 would definitely take the lead.

The Nissan GTR is another popular vehicle. Although you can’t see many Nissan GTR’s on the roads in China yet, this vehicle is referred to by Chinese editors as having huge tuning potential. In the March issue of Tuning Car, a tuning shop in Shenzhen, introduced its Nissan GTR project vehicle in all of its aftermarket parts details along with relevant pictures. The January issue of Option & 4WD had a six-page exclusive article comparing three tuned GTRs in different styles.

The March 2009 issue of Tuning Car also introduced a European vehicle-focused tuning shop in Dongguan called GT Shop. Two VW GTIs were introduced, each of the GTIs with its own unique characteristic (one outputting 260 hp, the other 330 hp). Accessories on these vehicles included dual exhaust systems, coilovers and performance brakes.

The Suzuki Swift also received great media exposure. In the November 2008 issue of Option 4WD, there was an 18-page featured article on the Suzuki Swift. Eight owners of modified Suzuki Swifts were interviewed. Most Swift owners commented that the cars are fast and easy to tune.

Suzuki Swift

Similarly, the March 2009 issue of Tuning Car featured an eight-page exclusive project vehicle unveiling of a fully modified Suzuki Swift, capable of reaching 9,000 rpm. It is the fastest Suzuki Swift in China and was modified by Auto Option Zone in Guangzhou. This Swift is accessorized with shocks, brakes, a clutch and pressure plate, a camshaft, headers, intercoolers, boost controllers, gauges and tires and wheels.

The Toyota Yaris is another popular modified vehicle that’s been receiving great media coverage. In the October 2008 issue of Option & 4WD, the Yaris made it to the cover of the magazine. Inside was a nine-page article on a fully accessorized Yaris. The Yaris also won car trends of the year from Car Magazine China.

Toyota Yaris in Option & 4WD

Again in the March 2009 issue of Option & 4WD, the magazine featured a turbocharged Toyota Yaris vehicle accessorized by a tuning shop in Guangdong Foshan. Some of the parts added to the Yaris included a boost power converter, an exhaust system, spark plugs, an air filter, shocks, springs, anti-roll bars, brakes, gauges, and 16-inch wheels and tires.

Magazines reviewed:
Tuning Car Magazine, March, 2009
www.tuningcarchina.com

Option & 4WD, March, 2009
Option & 4WD, January, 2009
Option & 4WD, November, 2008
Option & 4WD, October, 2008
www.autoemag.com.cn

Car Magazine China, January, 2009
www.trends.com.cn

Auto Sports, March, 2009
www.autosportsline.com.cn

Tuning shops mentioned in articles:

Kings Mart Co.
Tel: 011-86-2084642846
Contact name: Xiolu, Huang
E-mail: kgs@kingsmart.com.hk

Dyno King
Tel: 011-86-75527021516
Contact name: Thomas Tsui
E-mail: info@dynoking.com

Man’s Auto Parts
Tel: 011-852-23919331
Contact name: Mr. Wen

Auto Option Zone
Tel: 011-86-2083503240
Contact name: Mr. Chen
E-mail: zm080929@21cn.com

Manufacturers of automotive specialty-equipment products will find it easier than ever to exhibit at the 2009 SEMA Show, taking place November 3–6, 2009, in Las Vegas. With more than 100,000 automotive professionals expected to gather at the annual event, the SEMA Show is considered by many to be the industry’s leading automotive accessories trade event in the world.

“For more than 40 years the SEMA Show has served as the best place for buyers and manufacturers to meet face-to-face,” said Peter MacGillivray, SEMA vice president of communications and events. “Not open to the general public, this Show really is for business people, and it’s about doing business.”

Recognizing today’s challenging economy and the impact it is having on the industry, SEMA Show organizers have streamlined the exhibit rental agreement process, modified the payment plan and are launching an aggressive attendee campaign to retain the Show’s high buyer quality.

“Beginning with the Exhibitor Space Rental Agreement available at www.SEMAShow.com, the process has never been simpler,” said MacGillivray.

This year’s deadline for exhibitors to submit the rental agreement and deposit in order to participate in the priority space selection process was moved back about one month to May 8. The extension allows companies more time to plan for maximum cost-effectiveness, resource efficiency and ROI.

Additionally, for the first time ever, exhibitors using a credit card have the option to pay only 25% down with their rental agreement. The final payment will not be due until September, also later than previous years.

Another benefit that 2009 SEMA Show exhibitors will find is reduced rates for a number of items, including free drayage to those who have 1,000 lbs. or less of freight that is transported to the Show in their personal vehicles, and rock-bottom room rates at more than 30 hotels in Las Vegas during Show week.

“We truly believe that exhibiting at the SEMA Show is an investment in one’s business,” said MacGillivray. “We also believe that SEMA is a partner in this effort. The association is committed to providing exhibitors with everything they need to survive this turbulent economy, and helping them position themselves to thrive once the economy turns around.”

SEMA Show attendees include buyers, installers, dealers, retailers and media from all segments of the automotive specialty-equipment market. Results from the 2008 event found that:

• 88% of attendees said they were planning on placing an order at the SEMA Show.
• 80% of attendees took advantage of exhibitors’ SEMA Show specials.
• Exhibitors had an average of 325 buyers visit their booth.
• Exhibitors left the SEMA Show with an average of 141 qualified leads.

“Our research tells us that the number one reason buyers come to the SEMA Show is to find new products,” MacGillivray said. “If you have a new product to unveil, this is the place to be.”

To learn more about exhibiting at the 2009 SEMA Show, visit www.SEMAShow.com or contact ConvExx Show Management at sema-exhibit@convexx.com or 702/450-7662, ext. 120.