SEMA eNews Vol. 14, No. 34, August 25, 2011

Hot Rod Alley: History and Innovation on Display at the SEMA Show

  Hot Rod Show Section
 

For the 2011 SEMA Show, the number of unique buyers indicating an
interest in the street rod/hot rod/custom market segment is 7,278—an
increase of 54% compared to the same time period in 2010.

 

As a worldwide automotive specialty-products trade event, the SEMA Show attracts more than 100,000 industry leaders and professionals each year and covers the entire realm of the specialty-equipment industry.

The Show is comprised of 13 categories: Business Services; Global Tire Expo—Powered by TIA; Hot Rod Alley; Mobile Electronics & Technology; Collision Repair & Refinish; Powersports & Utility Vehicles; Racing & Performance; Restoration Marketplace; Restyling & Car Care Accessories; Tools & Equipment; Trucks, SUVs and Off-Road; Wheels & Accessories; and OEM.

Each of the sections will be highlighted in SEMA eNews from now leading up to the Show, November 1–4, in Las Vegas. This week's spotlight is on the Hot Rod Alley section, which is located in the Central Hall of the Las Vegas Convention Center, near Restoration Marketplace.

The Hot Rod Alley at the SEMA Show is one of the Show's oldest sections, which is fitting because it is considered by many as the cornerstone of the specialty-equipment industry. While it is far from the largest section at the Show, the history of the segment is key in terms of value and importance to the entire market.

For the 2011 SEMA Show, the number of unique buyers indicating an interest in the street-rod/hot-rod/custom market segment is 7,278—an increase of 54% compared to the same time period for the 2010 Show. There are currently 80 companies exhibiting in this year's Hot Rod Alley.

According to SEMA research, based on manufacturer sales, the product category that experienced the highest sales in the street rod and custom niche in 2010 was performance products (37.4%), followed by suspension and handling products (32.7%) and accessory/appearance products (29.9%).

Specialty-product outlets, automotive chains and mail order account for the majority of street-rod and custom accessory sales. As for researching parts, product information and making purchases, street-rod and custom enthusiasts are more likely to refer to traditional catalog mail order before the Internet. Street rod and custom accessory sales reached $1.13 billion at the retail level in 2010, accounting for nearly 4% of the entire specialty-equipment market.

While the primary age of those enthusiasts who purchase street-rod and custom accessories are over the age of 41 (56.4%), the market does capture some attention from the younger generations. In 2010, 43.6% of enthusiasts who made street-rod and custom accessory purchases were under the age of 40, and 11.1% of that group were between the age of 26 and 30 years old.

Buyers: To register for the 2011 SEMA Show, visit www.SEMAShow.com/register.

Exhibitors: Reserve your space for the 2011 SEMA Show at www.SEMAShow.com/buyabooth.

Check out all sections of the Show and its exhibitors through the 2011 SEMA Show online floorplan.

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