SEMA eNews Vol. 12, No. 49, December 10, 2009

SEMA Consumer Demand Index: Demand Down, But Compact Performance Interest Up


  Consumer Demand Index

SEMA's Consumer Demand Index has fallen for the second consecutive month, dropping from 36 points in October to 32 points in November, and a full 13 points from September.

The SEMA Consumer Demand Index for Performance Products and Accessories
(formerly PADI) measures the purchasing intentions of both enthusiast and mainstream consumers over the following 90 days.

As enthusiasts
represent approximately 10%–15% of U.S. drivers, the index is a likely indicator of mainstream consumer demand for automotive specialty
and performance products.

But while consumers may intend to purchase fewer parts and accessories, they haven't stopped thinking about it. Survey participants reported increased interest in both compact performance parts and hot rod parts, with interest in both categories up 7% and 4%, respectively, compared against a three-month average.

Over the last three months, midsize cars were the most common target vehicles
for enhancement or modification (23%), followed by pickups (18%) and fullsize
cars (16%).

For more in-depth details, a copy of the report, along with an Excel file of additional data, can be downloaded at

Source: SEMA Market Research

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