SEMA eNews Vol. 11, No. 40, October 2, 2008

NEW-VEHICLE BUYING ENTHUSIASTS QUICK TO CUSTOMIZE

Enthusiasts who purchased a new vehicle within the last year did not wait long before adding their personal touches to their rides. The latest results of SEMA’s Automotive Lifestyle Survey showed that 85% of those who purchased a new car or truck sometime in the last 12 months also purchased custom parts and accessories within the first two months of ownership.

SEMA administered the Automotive Lifestyle Survey in August and September of this year, and roughly 2,600 complete responses were received from automotive enthusiasts. Automotive magazine subscribers and online forum visitors were given the online survey. Approximately 98% of the respondents were male, the average age was 42 and income of those surveyed was around $90,000.

The top choices for products first purchased varied from performance to appearance and comfort upgrades. Cold air intake conversions topped the list (12%), followed by floor mats and window tinting (9% each), and performance air filter replacements, custom wheels and exhaust kits (6% each). Engine performance tuners, custom grilles, suspension lift kits and plus-sized tires also proved popular at 4% each.

Although many new-vehicle buyers purchased small or midsize cars (15%), 25% said they purchased a large pickup and 35% bought a sports car.

For more original SEMA market research, visit www.sema.org/research.

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