Are Young Enthusiasts Vanishing?
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(And What Can We Do About It?)
The SEMA Education Institute (SEI) recently delved into this topic through an in-depth panel discussion at the 2012 SEMA Show. The presenters included Mickey Andrade, marketing manager of HRE Wheels; James Lawrence, CEO of Power Automedia; Jim Liaw, co-founder and president of the Formula D Drifting Championship; and Evan Smith, editor of Muscle Mustangs & Fast Fords magazine. Highly experienced in the youth market, the four painted a picture of a young demographic displaying tremendous shifts in interests and buying habits. According to the panelists, these changes offer both challenges and new opportunities for the automotive specialty-equipment market.