Pickup-truck owners are increasingly aware of performance parts and accessories available for their trucks. In fact, in some cases the truck they select and where they purchase it are determined by the availability of performance parts and accessories. We have seen shifts in the popularity of various products used to modify pickup trucks. Some of these shifts are caused by options built into the truck at the factory; some are caused by changes in consumer lifestyle preferences; some are brought about by new technology; and others are the result of fashion shifts within our culture. The data presented in this report cover more than 10 years and come from a number of sources. The 2006 consumer data represent the responses of 6,314 owners or lessees, and principal drivers of 2005 or 2006 model year pickup trucks. The 2004 data are from 1,714, 2003 or 2004 model year pickup-truck owners.