By SEMA News Editors
The numbers are in, and SEMA's newest market research report reveals where growth opportunities are emerging across the specialty-equipment industry.
The specialty-equipment market remained steady and resilient this past year, generating $52.92 billion in accessory and performance parts sales despite mixed economic conditions.
SEMA's newly released "2026 SEMA Market Report" explores the trends, consumer behaviors and vehicle-market shifts shaping the future of the automotive aftermarket. From pickup truck modifications and performance upgrades to changing demographics and powertrain trends, the report provides data-driven insights to help businesses identify opportunities and make informed decisions.
This article highlights several key findings, but the full report offers a much deeper look at the market forces influencing the industry today and in the years ahead.
Personalization Continues to Drive the Aftermarket
Vehicle personalization remains a cornerstone of the aftermarket.
Approximately one in four vehicle owners purchased accessory or performance products to personalize their vehicles in 2025, reinforcing the continued demand for customization across a broad range of consumers.
While enthusiast builds and dedicated project vehicles remain important segments, the research shows that most consumers purchase aftermarket products to personalize, improve or enhance their everyday drivers.
What it means: The market opportunity extends well beyond hardcore enthusiasts. Products that help consumers personalize daily-driven vehicles continue to attract significant demand.
Pickups Remain the Industry's Largest Segment
Pickup trucks continue to generate the largest share of aftermarket sales.
According to the report, pickup-related accessories and performance products accounted for 30% of total industry sales in 2025. Vehicle owners spent more than $15 billion modifying pickups for off-road recreation, utility and lifestyle applications.
What it means: Trucks remain one of the industry's strongest opportunities, with continued demand for products supporting work, recreation and personalization.
Younger Consumers Are Fueling Future Growth
The next generation of enthusiasts continues to play a critical role in the aftermarket.
More than half of accessory and performance parts buyers are under the age of 40, and younger consumers are more likely to undertake performance-focused and complex vehicle builds than older generations.
What it means: Businesses that understand younger consumers' interests, purchasing habits and vehicle preferences will be better positioned for long-term growth.
The Vehicle Fleet Continues to Evolve
The U.S. vehicle population continues shifting toward crossovers and utility vehicles as automakers produce fewer traditional passenger cars.
Even so, coupes, sedans and convertibles still account for more than one-third of vehicles on the road today, representing a substantial market for aftermarket products and services.
What it means: Emerging vehicle segments create new opportunities, but established vehicle categories remain highly relevant to the aftermarket.
Alternative Powertrains Grow While ICE Remains Dominant
Electric and hybrid vehicle sales continue to grow, now representing more than 15% of new-vehicle sales.
However, the report indicates that internal combustion engine (ICE) vehicles are expected to remain the dominant powertrain for new vehicles sold in the United States through the next decade.
What it means: Aftermarket businesses can continue supporting their core ICE customers while monitoring growing opportunities in hybrid and electric vehicle segments.
Turn Data Into Opportunity
Understanding where the market is headed can help businesses make smarter decisions about product development, marketing, inventory planning and customer engagement.
The "2026 SEMA Market Report" provides a detailed look at:
- Industry size and market dynamics.
- Consumer purchasing behavior.
- Pickup truck market trends.
- Younger enthusiast demographics.
- Vehicle fleet and powertrain changes.
- Emerging opportunities across the aftermarket.
In a competitive market, access to reliable data can be a valuable advantage.
SEMA's Market Research team provides information and insight to help SEMA members and the specialty automotive aftermarket make better business decisions. Its focus is on delivering reports, data and consultation that help companies understand the market and their customers.
The full "2026 SEMA Market Report" is available for purchase, with discounted pricing available to SEMA members. Businesses that join SEMA gain access to valuable market research resources, industry insights and tools designed to help them grow and compete more effectively. Learn more about SEMA Membership at sema.org/membership-business.
