SEMA ACCESSORY OPPORTUNITY REPORT:
TOP CARS AND TRUCKS
WHAT’S INSIDE
US LIGHT VEHICLE
MARKET OVERVIEW
VEHICLE OPPORTUNITY
RANKINGS
REGISTRATION
DATA AND SALES
FORECASTS
20
19
TO LEARN WHY RESEARCH MATTERS, VISIT SEMA.ORG/RESEARCH
INTRODUCTION
What is the most accessorized vehicle?
That is a question we have heard over and over. It’s also a question that can have many interpretations. Most likely to be accessorized?
Highest number of cars accessorized? Most parts installed? There are many ways to look at this. Ultimately, we settled on one key question:
Which vehicle models present the biggest opportunity for our industry?
This report represents the first time SEMA has been able to quantify the impact and opportunity that individual car and truck models have on
the specialty-equipment market. The SEMA Market Research team developed a new framework to explore the current market and to track
changes as we revisit this topic in the future. We see “opportunity” as a combination of direct industry impact and potential volume.
• Industry Impact: Is this a good platform for modification? Consumer purchase data is used to assess the likelihood of modifying a vehicle
and the types and amount of parts installed.
• Potential Volume: Are there enough of these to matter? Vehicles in operation and new vehicle sales projections provide a sense of scope.
These data points are combined into an algorithm that allows us to rank each vehicle model on their potential opportunity for businesses in
the specialty parts industry.
The light vehicle landscape is ever changing. Our industry has always shown the ability to both lead and adapt to change. Right now, the
industry is largely focused on a few key models. Without opening the report, you can probably guess many of the top 10 opportunity vehicles.
But the industry is also incredibly broad in the types of products available and these products can appeal to drivers of almost any car or truck.
Judging by our history of innovation, the changing landscape may be the catalyst to even more opportunities for the industry.
Check back in two years when we do this again and see what has changed!
Gavin Knapp
Director of Market Research
SEMA
1
TABLE OF CONTENTS
2
U.S. LIGHT VEHICLE MARKET
3
OVERALL ACCESSORZIATION OPPORTUNITY
10
Pickup Rankings
18
Sports Car
Rankings
29
SUV
Rankings
38
Traditional
Car Rankings
45
Upscale Car Rankings
53
CUV Rankings
59
Alternative Power
Rankings
66
Classic Cars
71
YOUNG ACCESSORIZER OPPORTUNITY
74
METHODOLOGY & ADDITIONAL INFORMATION
80
U.S. LIGHT VEHICLE
MARKET
3
U.S. LIGHT VEHICLE MARKET
4
278.1 Million Vehicles
158.6 Million Light Trucks
119.5 Million Passenger Cars
46.5M
38.9M
37.2M
40.3M
62.3M
16-29
30-39
40-49
50-59
60+
There are 225 Million
Licensed Drivers in the U.S.
85% of Total Adults
Source: ©2019 Experian, Data as of June 30, 2019 (Registrations);
Federal Highway Administration, “Distribution of Licensed Drivers – 2017,” Data as of November 2018 (License Rates)
Licensed Drivers by Age
NEWER VEHICLES DOMINATE THE ROADS
5
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
20,000,000
1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 2016 2018
Light Vehicles Currently Registered Total Light Vehicle Sales
Sales by Calendar Year
Vehicles Currently Registered
by Model Year
The vast majority of the 278 million vehicles
on the road today are less than 20 years old.
After about 10 years, the number of vehicles
on the road for a given model year begins to
drop exponentially as the vehicle scrappage
rates increase. As a result, the biggest
opportunities for the specialty-equipment
industry are in supplying parts for newer
vehicles.
Source: ©2019 Experian, Data as of June 30, 2019 (Registrations);
WardsAuto InfoBank, ©2019 WardsAuto Group, a division of Penton Media Inc. Data as of September 1, 2019 (Past Sales)
VEHICLES COME IN AND OUT OF OPERATION
6
Each year, there is constant flux in the
ownership of cars and trucks. As newly sold
vehicles are put into operation, many also
are taken off the road. Millions of used
vehicles are also changing hands. Currently,
the number of cars coming on to the road
outpaces those being retired. This expanding
vehicle population offers more opportunity
for the aftermarket.
While accessorization can occur at anytime
during a car’s lifecycle, most modifiers tend
to upgrade their vehicles within the first few
months of purchasing their vehicle, new or
used.
VEHICLE PREFERENCES ARE CHANGING
7
Light trucks (pickups, SUVs, CUVs, vans) are
becoming a larger share of the overall vehicle
population, mostly driven by the increase in
CUVs. Pickups and SUVs remain popular and are
key segments for the specialty-equipment
industry.
Over the last few years, CUVs have become
extremely popular and eclipsed mid range cars as
the fastest-selling segment of passenger vehicles.
However, much of the CUV segment growth is
driven by an expanding number of models. This
fragmentation leads to lower sale volume for
individual models.
While declining, traditional cars still represent a
huge portion of the overall vehicle market.
Source: ©2019 Experian, Data as of June 30, 2019
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
20,000,000
1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008 2010 2012 2014 2016 2018
Light Vehicle Registrations by Model Year
Small Car Mid Range / Large Car Sports Car Upscale Car CUV SUV Pickup Van Alternative Power
28.8M
61.5M
9.9M
16.4M
48.3M
36.7M
55.9M
17.4M
3.2M
Total
Registrations
*Note: 1988 and forward shown in chart, but Total Registrations includes ALL vehicles in operation.
2%
9%
8%
10%
1%
3%
4%
2%
2%
1%
1%
Budget
Economy
Lower
Standard
Traditional Car
Premium
Near Luxury
Luxury
Touring
Premium
Hybrid Car
MID RANGE
AND LARGE
CARS
PICKUPS
CUVS
SUVS
SMALL CARS
VANS
UPSCALE CARS
SPORTS CARS
ALT POWER
FULL-SIZE PICKUPS ARE THE MOST COMMON VEHICLE
8
Note: Vehicle subsegments accounting for <0.5% of the total vehicle population are not shown.
Source: ©2019 Experian, Data as of June 30, 2019
Despite the growth of CUVs overall, full-size pickups remain the most common vehicle subtype on the road today. This is likely driven by the
continued popularity of domestic half-ton pickups (Ford F-150, Chevrolet Silverado, Ram 1500) throughout the United States, especially in the
South. While there is increasing interest in electrification by automakers, electric vehicles comprise less than 1% of light vehicles on the road.
Hybrid cars are the only alternative power vehicles to have a notable share of registrations. It will be a long time before they change the face of the
U.S. light vehicle fleet.
4%
16%
9%
5%
3%
3%
5%
1%
3%
1%
4%
2%
Small
Full Sized
Entry Level
Mid Range
Premium
Entry Level
Lower Mid Range
Upper Mid Range
Large
Premium Large
Mini
Full Sized
Total U.S. Vehicle Population
CHANGES IN VEHICLE COMPOSITION WILL CONTINUE
9
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
2018 2025
Sales Forecast
Large Car Van Luxury Car SUV
Middle Car Small Car Pickup CUV
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
2018 2025
Powertrain Forecast
Diesel Plug-in Hybrid Electric Electric Hybrid Gasoline
Over the next few years, expect fewer passenger cars and more light truck sales. By 2025, SEMA projects that light trucks (pickup, SUV, CUV, van) will
represent 69% of all light vehicles sold. Growth in CUVs is coming largely at the expense of traditional car sales. If gas prices and the economy don’t
become limiting factors, light truck sales are expected to continue outpacing passenger cars.
While there has been significant interest in alternative fuel vehicles, it will take time for the category make up a significant share of the U.S. vehicle
fleet. SEMA projects that only 18% of light vehicle sales will be from hybrid or other alternative energy vehicles by 2025. Even if the pace of sales for
alternatives grows, it will take a long time for current internal combustion vehicles to cycle off the road and for supporting infrastructure to develop.
Source: SEMA Future Trends Report – Fall 2018
OVERALL ACCESSORIZATION
OPPORTUNITY
10
$37.18
$39.09
$41.16
$42.92
$44.59
$45.87
$0 Billion
$25 Billion
$50 Billion
2014 2015 2016 2017 2018 2019
Forecast
U.S. Specialty-Equipment Retail Sales
THE INDUSTRY CONTINUES TO GROW
11
27% of Drivers
Purchase Specialty-Equipment Parts
Each Year
34.9 Million Households
Accessorize Their Vehicles
Each Year
The specialty-equipment market has been growing about 5% per year, to a new
high of nearly $45 billion in 2018. Unless there is a significant economic decline,
SEMA predicts continued growth for our industry through 2019.
Source: 2018 SEMA US Market Data / 2019 SEMA Market Report; United States Census Bureau, Total Households as of November 15, 2018
OPPORTUNITY EXISTS ACROSS VEHICLE SEGMENTS
12
Alt Power
Classic
CUV
Mid Range / Large
Pickup
Small
Sports
SUV
Upscale
Van
INDUSTRY IMPACT
NUMBER OF VEHICLES
Low
High
Low
High
Pickups remain the largest segment for the
industry. In addition to being extremely versatile
platforms for accessorization, pickups are the
most common segment on the road and
expected to sell well in the future.
CUVs are an emerging opportunity. There are a
lot of them on the road and their popularity
continues to grow. Yet, it is also an extremely
fragmented segment and poses challenges for
our industry. As consumers shift to CUVs, we
expect them to be accessorized similar to SUVs.
On the opposite end of the spectrum are
alternative power vehicles. Drivers don’t
accessorize them much and there are not a lot of
them out there. Their future sales growth could
outpace other segments, but their market
potential for specialty parts remains low.
Size
The size of the circle represents
the share of specialty-equipment
retail dollars in 2018.
NUMBER OF VEHICLES represents the total number of registrations as well as future sales.
INDUSTRY IMPACT represents the overall aftermarket impact (i.e. spending, number of parts installed, etc.).
PICKUPS DRIVE THE MOST SALES
13
$12.03B
$7.28B
$5.93B
$5.00B
$4.84B
$3.83B
$2.55B
$1.26B
$1.08B
$0.77B
Pickup Mid Range /
Large Car
SUV Upscale Car CUV Sports Car Small Car Van Classic Alternative
Power
2018 Retail Specialty Part Sales by Vehicle Segment
In 2018, consumers spent $44.59 Billion on specialty parts
Enthusiast-engaged segments, such as upscale and sports cars, garner
significant upgrade parts sales despite low vehicle volume.
Source: 2019 SEMA Market Report
THE TOP CARS AND TRUCKS FOR ACCESSORIZATION
14
Vehicle Make/Model
(All Model Years)
Vehicles in
Operation
Opportunity
Score
1
GM Full
-Size Pickup
17.6M 153.56
2
Ford F
-Series
15.6M 151.34
3
Ram Pickup
7.6M 101.18
4
Jeep Wrangler
2.9M 82.73
5
Ford Mustang
2.2M 79.91
6
Chevrolet Tahoe
4.0M 76.88
7
Chevrolet Camaro
1.3M 72.33
8
Dodge Challenger
529K 71.08
9
Chevrolet Corvette
814K 70.94
10
Toyota 4Runner
1.9M 70.06
Each of the vehicles on the top 10 list combined a high degree
of enthusiast interest and a long sales history.
Full-size pickups top our overall list. Pickups are the perfect
storm for accessorization. They offer a great platform for both
enthusiast and utility modification with very high sales volume
over a long history.
There is likely a higher percentage of Jeep Wranglers modified
than any other vehicle; the number on the road can’t match
the pickups.
Accessorized cars tend toward the sporty platforms. While not
as high volume as others, the muscle cars are highly
accessorized.
Two SUVs round out our top list, providing a glimpse into the
possibilities that a new crop of utility vehicle could offer.
Note: Some models include rebadged variants and multiple trim levels. See appendix for more details.
Source: 2017 & 2018 SEMA US Market Data
SEMA Top Vehicles for Accessorization Rankings
THE TOP MODERN CARS AND TRUCKS
15
Vehicle Make/Model
(2011 and Newer)
Vehicles in
Operation
Opportunity
Score
1
Ford F
-Series
6.2M 158.46
2
GM Full
-Size Pickup
6.2M 148.09
3
Ram Pickup
3.5M 95.93
4
Jeep Wrangler
1.5M 84.34
5
Ford Mustang
703K 80.45
6
Dodge Challenger
433K 79.59
7
Toyota 4Runner
746K 78.57
8
Toyota Tacoma
1.5M 76.53
9
Chevrolet Camaro
601K 74.08
10
Dodge Charger
674K 73.17
A look at newer vehicle models shows a very similar list to
the overall rankings.
Though we are looking at newer generations, most of the
top vehicles on this list have long histories as enthusiast
vehicles. Even focused on newer sales, the pickups, Wrangler
and muscle cars dominate the list. The main difference with
this list is the addition of the Toyota Tacoma and the Dodge
Charger. The Tacoma is commonly accessorized and provides
a relatively high sales volume. The modern Dodge Charger
has proven to be popular among consumers and
accessorizers alike.
Vehicles that have been on the road for more than 10 years
tend to go out of operation at a high rate. As a result, the
bulk of vehicles on the road are newer models. Parts
developed for newer models are also more likely to be
compatible with future vehicle sales.
Source: 2017 & 2018 SEMA US Market Data
SEMA Top Newer Vehicles for Accessorization Rankings
Note: Some models include rebadged variants and multiple trim levels. See appendix for more details.
THE TOP OLDER CARS AND TRUCKS
16
Vehicle Make/Model
(2010 and Older)
Vehicles in
Operation
Opportunity
Score
1
GM Full
-Size Pickups
11.4M 127.53
2
Ford F
-Series
9.4M 115.62
3
Ram Pickup
4.2M 84.62
4
Ford Mustang
1.5M 82.14
5
Chevrolet Camaro
663K 76.65
6
Jeep Wrangler
1.3M 76.33
7
Chevrolet Tahoe
2.6M 73.22
8
Chevrolet Corvette
629K 68.71
9
BMW 3 Series
1M 67.66
10
Chevrolet Suburban
1.2M 64.96
While the population of older vehicles diminishes each
year, older cars still represent an important market for our
industry.
Full-size pickups have a long history of sales and because of
their utility may be kept on the road longer than many
other vehicles.
This table shows that the top customization platforms have
tended to be popular for a long time.
There are some notable differences with these rankings.
The BMW 3 Series appears, and Corvettes return. The
BMW 3 Series has a long history of sales and there are
enthusiast communities dedicated to each of the model's
generations.
As a note, this report will explore the classic car space, but
not in as much detail as other segments. Data on these
vehicles is extremely limited—especially for current
registrations.
Source: 2017 & 2018 SEMA US Market Data
SEMA Top Older Vehicles for Accessorization Rankings
Note: Some models include rebadged variants and multiple trim levels. See appendix for more details.
THE SEMA AWARD
17
The SEMA Award celebrates the cars, trucks and SUVs that
aftermarket manufacturers are investing in and developing
products and accessories for. Presented each year at the
SEMA Show, the award is an opportunity for the industry to
indicate which vehicles they feel are the most customizable.
Here are some of the previous winners.
Car/Coupe
2010-2011
Chevrolet Camaro
2012-2016
Ford Mustang
2017
Chevrolet Camaro
2018
Ford Mustang
Sports Compact
2011
Fiat 500
2012-2013
Scion FRS
2014
Honda Fit
2015-2018
Ford Focus
Truck
2010-2013
Ford F
-Series
2014
Chevrolet Silverado
2015-2018
Ford F
-Series
SUV/4x4
2010-2018
Jeep Wrangler
Sedan
2016
Dodge Charger
2017
Cadillac CTS
-V
Powersports
2018
Polaris RZR Turbo S
Neil and Collin Tjin Ford Mustang CoupeJeep Wrangler JL
To learn more about the SEMA Show and SEMA Award, visit www.semashow.com.
PICKUP
RANKINGS
18
U.S. PICKUP MARKET
19
Top 5 States
Texas
6.3M
California
5.3M
Florida
2.7M
Georgia
1.9M
North Carolina
1.8M
Top Registered Models
Ford F
-150 10.2M
Chevrolet Silverado 1500
7.1M
Ram 1500
4.9M
Toyota Tacoma
3.2M
Ford F
-250 Super Duty 2.8M
GMC Sierra 1500
2.5M
Ford Ranger
2.3M
Chevrolet Silverado 2500
2.1M
Toyota Tundra
2.0M
Ford F
-350 Super Duty 1.7M
55.9 Million Registered in the
United States
20% of all vehicles on the road
Vehicle Age
1%
3%
17%
40%
39%
Pre-1970
1970s
1980s
1990s
2000s
2010s
Note: Less than 0.5% not shown
Source: ©2019 Experian, Data as of June 30, 2019
Northeast
10%
South
43%
Midwest
23%
West
24%
$12.03 Billion
Total Specialty-Equipment Retail
Sales in 2018
27%
Share of Specialty-Equipment Retail
Market
PICKUP ACCESSORIZATION SNAPSHOT
20
Top Products Categories Purchased –
Past 2 Years
Maintenance Oils and Additives
Wax and Cleaning Products
Trailer and Towing Products
Exterior Appearance Upgrades
Truck Bed Liners and Other Bed Accessories
Body Finishing Products
Brake Products
Head/Tail Lights
Batteries and Related Products
Suspension Products
Enthusiasts
47%
Non-
Enthusiasts
53%
Share of Pickup Owner
Accessorizers in 2018
Source: 2017 & 2018 SEMA US Market Data
PICKUPS OFFER HUGE OPPORTUNITY FOR THE INDUSTRY
21
Pickups represent the largest share of the specialty-
equipment market, accounting for over a quarter of all retail
sales dollars. These trucks are a great platform for
modification, from lift kits to towing products to tool racks,
the possibilities for accessorizing pickups are extensive.
The GM full-size pickups and the Ford F-Series lead the pack,
driven mainly by the half-ton Chevrolet Silverado 1500 and
Ford F-150. These pickups are two of the highest selling new
vehicles year after year.
While lower in sales volume, there are a range of pickup
models that also offer a versatile accessorization platform
and enthusiast appeal.
Source: 2017 & 2018 SEMA US Market Data
Vehicle Make/Model
(All Model Years)
Accessorization
Rate
Opportunity
Score
1
GM Full
-Size Pickup 30% 153.56
2
Ford F
-Series 30% 151.34
3
Ram Pickup
29% 101.18
4
Toyota Tacoma
25% 70.06
5
Toyota Tundra
28% 62.35
6
GM Mid
-Size Pickup 20% 56.80
7
Nissan Titan
34% 53.49
8
Ford Ranger
15% 45.07
9
Dodge Dakota
22% 44.91
10
Nissan Frontier
20% 39.18
SEMA Top Pickups for Accessorization Rankings
Pickups are light trucks with an enclosed cab and an open body (truck bed) with
low sides and a tailgate. This makes them extremely versatile vehicles for loading
and hauling objects.
Note: Some models include rebadged variants and multiple trim levels. See appendix for more details.
THERE ARE A LOT OF PICKUPS ON THE ROAD TODAY
22
Vehicle Make/Model
(All Model Years)
Vehicles in
Operation
Projected
US Sales
(2020
-
2026)
1
GM Full
-Size Pickup 17.6M 5.7M
2
Ford F
-Series 15.6M 6.0M
3
Ram Pickup
7.6M 3.7M
4
Toyota Tacoma
3.2M 1.7M
5
Toyota Tundra
2.0M 769K
6
GM Mid
-Size Pickup 2.6M 1.1M
7
Nissan Titan
545K 225K
8
Ford Ranger
2.5M 648K
9
Dodge Dakota
1.1M 458K
*
10
Nissan Frontier
1.2M 506K
Source: ©2019 Experian, Data as of June 30, 2019 (Registrations); ©2019 Wards Intelligence, a division of Informa (Sales Projections)
Note: Some models include rebadged variants and multiple trim levels. See appendix for more details.
*New mid-size Ram Dakota expected to be released in 2021, after being discontinued in 2011.
Of the roughly 56 million pickups in the United States today,
nearly 60% of them are either GM Full-Size or Ford F-Series.
These two models account for almost 12% of all vehicles on
the road.
The Ram Pickup also boasts a high number of trucks on the
road that brings it in just below the top two in customization
potential.
The rebirth of several mid-size models are also expected to
provide a boost to the pickup category as these platforms
may bring in new buyers.
Other top pickups for accessorization include mid-size and
full-size offerings from Toyota and Nissan, which have a
significant number of enthusiast owners.
PICKUPS CONTINUE TO SELL WELL
23
^
New model projected to be released in 2021, using old nameplate
~ Not Scored in Top SEMA Opportunity Rankings
Source: ©2019 Wards Intelligence, a division of Informa (Sales Projections)
GM and Ford’s market dominance in the pickup segment is
expected to continue with sales of an additional 12 million
trucks by 2026.
One new model that is intriguing for our industry is the Jeep
Gladiator, which represents Jeeps re-entry into the pickup
space. Given the similarities to the heavily accessorized
Wrangler, it’s likely that the Gladiator is a hit for our industry
too.
Consumer demand for pickups is expected to continue well
in the future, so they should remain highly accessorized
platforms. Yet, as large and often more expensive vehicles,
trucks can be more susceptible to changes in the economy.
In times of economic downturn, consumers may tend to hold
on to their older vehicles or switch to more economical
models. Provided consumers feel confident about their
current situation, however, pickup sales and accessorization
will continue to grow.
Vehicle Make/Model
Projected
2020-2026 Sales
Opportunity
Score
1
Ford F Series
6.0M 151.34
2
Chevrolet Silverado / GMC Sierra
5.7M 153.56
3
Ram Pickup
3.7M 101.18
4
Toyota Tacoma
1.7M 70.06
5
Chevrolet Colorado / GMC Canyon
1.1M 56.80
6
Toyota Tundra
769K 62.35
7
Ford Ranger
648K 45.07
8
Nissan Frontier
506K 39.18
9
Ram Dakota
458K 44.91
^
10
Jeep Gladiator
323K ~
Projected Top-Selling Pickup Models
OWNERS DO A LOT OF THINGS TO THE PICKUPS
24
Aftermarket Product Category Installation
ACCESSORY &
APPEARANCE
ENGINE &
DRIVETRAIN
INTAKE HANDLING SAFETY
GM Full
-Size Pickup
• • • • •
Ford F
-Series
▲ ▼
• • •
Ram Pickup
▲ ▼
• • •
Toyota Tacoma
▲ ▼ ▼
• •
Toyota Tundra
•
▼
• • •
GM Mid
-Size Pickup
• • • •
▼
Nissan Titan
•
▼
• •
▲
Ford Ranger
▼
•
▼ ▲ ▼
Dodge Dakota
• • • •
▼
Nissan Frontier
▲ ▼ ▼ ▼
•
Pickups are especially popular platforms
for a wide variety of upgrades.
The truck bed provides opportunities that
aren’t present with other vehicle
segments for utility products, such as
racks and toolboxes, plus liners and bed
covers. Exterior appearance and body
finishing products also tend to resound as
well. Trailer and towing products are
most commonly purchased by pickup
owners. And the off-road crowd loves to
lift their pickups to add big wheels and
tires.
▲
Above Average Installation
•
Average Installation
▼
Below Average Installation
Source: 2017 & 2018 SEMA US Market Data
25
Opportunity
Score
Total
Registrations
Chevrolet Silverado 1500 (2015+) 88.16 1.9M
Chevrolet Silverado 1500 (2008-14) 83.28 2.2M
Chevrolet Silverado 1500 (1999-2007) 90.51 3.2M
Chevrolet Silverado 2500 (2015+) 76.50 547K
Chevrolet Silverado 2500 (2008-14) 55.42 494K
Chevrolet Silverado 2500 (1999-2007) 76.01 1.2M
Chevrolet Silverado 3500 (2015+) 54.64 200K
Chevrolet Silverado 3500 (2008-14) ~ 155K
Chevrolet Silverado 3500 (1999-2007) ~ 277K
GMC Sierra 1500 (2015+) 45.44 725K
GMC Sierra 1500 (2008-14) 52.41 826K
GMC Sierra 1500 (1999-2007) 55.54 1.0M
GMC Sierra 2500 (2015+) 42.26 232K
GMC Sierra 2500 (2008-14) ~ 197K
GMC Sierra 2500 (1999-2007) 58.82 388K
GMC Sierra 3500 (All Years) 45.37 227K
Opportunity
Score
Total
Registrations
Chevrolet C/K Truck (1988-2002) 74.88 2.0M
Chevrolet C/K Truck (1973-87) 78.00 445K
GMC C/K Truck (1988-2002) 62.76 652K
GMC C/K Truck (1987 and Earlier) ~ 116K
NOTE: Cadillac Escalade EXT and Chevrolet Avalanche not shown here.
~Not enough data to score opportunity for vehicle.
17.6 Million
Combined on the Road Today
GM FULL-SIZE PICKUPS
The newer Chevrolet Silverado 1500 models have the
highest opportunity score among GM’s full-size pickup
lineup. The Silverado 1500 is also the most common
GM full-size pickup on the road today.
Source: ©2019 Experian, Data as of June 30, 2019
26
The F-150 is Ford’s most common full-size pickup on
the road today. The current generation of F-150s score
highest in overall opportunity.
Opportunity
Score
Total
Registrations
Ford F-150 (2015+) 106.05 2.4M
Ford F-150 (2009-14) 87.42 2.6M
Ford F-150 (2004-08) 67.71 2.0M
Ford F-150 (1998-2003) 62.14 1.9M
Ford F-150 (1992-97) 58.64 919K
Ford F-150 (1987-91) ~ 228K
Ford F-150 (1980-1986) ~ 122K
Ford F-150 (1979 and Earlier) ~ 128K
Ford F-250 (2015+) 77.26 759K
Ford F-250 (2009-14) 70.27 517K
Ford F-250 (2004-08) 61.75 630K
Ford F-250 (1998-2003) 67.37 790K
Ford F-250 (1987-97) 71.46 481K
Ford F-250 (1986 and Earlier) ~ 119K
FORD F-SERIES
15.6 Million
On the Road Today
Source: ©2019 Experian, Data as of June 30, 2019
Opportunity
Score
Total
Registrations
Ford F-350 (2015+) 71.38 443K
Ford F-350 (2009-14) ~ 329K
Ford F-350 (2004-08) 56.48 431K
Ford F-350 (1998-2003) 87.41 489K
Ford F-350 (1997 and Earlier) ~ 346K
~Not enough data to score opportunity for vehicle.
RAM PICKUPS
27
7.6 Million
On the Road Today
Opportunity
Score
Total
Registrations
Ram 1500 (2009+) 92.98 2.6M
Ram 1500 (2002-08) 63.28 1.4M
Ram 1500 (2001 and Earlier) 71.18 991K
Ram 2500 (2009+) 68.76 761K
Ram 2500 (2002-08) 76.15 551K
Ram 2500 (2001 and Earlier) 43.87 475K
Ram 3500 (2009+) 70.80 408K
Ram 3500 (2008 and Earlier) 76.58 464K
There are approximately 7.6 million full-size Rams on the
road today, and that number is projected to grow. The
current generation of the Ram 1500 scores the highest in
terms of accessorization opportunity.
Source: ©2019 Experian, Data as of June 30, 2019
TOYOTA TACOMA AND TUNDRA
28
Opportunity
Score
Total
Registrations
Toyota Tacoma (2016 - Present)
72.52 798K
Toyota Tacoma (2005-15)
54.38 1.5M
Toyota Tacoma (2004 and Earlier)
53.86 905K
Toyota Tundra (2007-Present)
66.89 1.3M
Toyota Tundra (2006 and Earlier)
46.86 666K
3.2 Million
Tacomas on the Road Today
2.0 Million
Tundras on the Road Today
Newer pickups from Toyota tend to get the most attention
from accessorizers, especially the mid-size Tacoma. While not
as common or popular as their full-size American
counterparts, a strong market exists for specialty-equipment
markets within the Toyota pickup space.
Source: ©2019 Experian, Data as of June 30, 2019
SPORTS CAR
RANKINGS
29
U.S. SPORTS CAR MARKET
30
Top 5 States
California
1.5M
Texas
890K
Florida
780K
New York
371K
Georgia
341K
Top Registered Models
Ford Mustang
2.2M
Chevrolet Camaro
1.3M
Chevrolet Corvette
814K
Dodge Challenger
518K
MINI Cooper Hardtop
516K
Mazda MX5 Miata
317K
Acura TSX
289K
Mitsubishi Eclipse
246K
Porsche 911
223K
Subaru WRX
153K
9.9 Million Registered in the
United States
4% of all vehicles on the road
Vehicle Age
2% 3%
5%
15%
37%
39%
Pre-1970
1970s
1980s
1990s
2000s
2010s
Note: Count includes both the Pontiac Firebird and Chevrolet Camaro
Northeast
13%
South
41%
Midwest
18%
West
28%
Source: ©2019 Experian, Data as of June 30, 2019
$3.83 Billion
Total Specialty-Equipment Retail
Sales in 2018
9%
Share of Specialty-Equipment Retail
Market
SPORTS CAR ACCESSORIZATION SNAPSHOT
31
Top Products Categories Purchased –
Past 2 Years
Maintenance Oils and Additives
Wax and Cleaning Products
Performance/Special Purpose Tires
Body Finishing Products
Fender, Hood and Body Upgrades
Brake Products
Air Intake Products
Exhaust Products
Head/Tail Lights
Floor Mats and Interior Appearance Products
Enthusiasts
60%
Non-
Enthusiasts
40%
Share of Sports Car Owner
Accessorizers in 2018
Source: 2017 & 2018 SEMA US Market Data
MUSCLE CARS LEAD THE WAY FOR SPORTS CARS
32
SEMA Top Sports Cars for Accessorization Rankings
Vehicle Make/Model
(All Model Years)
Accessorization
Rate
Opportunity
Score
1
Ford Mustang 34% 79.91
2
Chevrolet Camaro 38% 72.33
3
Dodge Challenger 39% 71.08
4
Chevrolet Corvette 30% 70.94
Source: 2017 & 2018 SEMA US Market Data
Vehicle Make/Model
(All Model Years)
Vehicles in
Operation
Projected US
Sales
(2020-2026)
1
Ford Mustang 2.2M 511K
2
Chevrolet Camaro 1.3M 250K
3
Dodge Challenger 529K 226K
4
Chevrolet Corvette 814K 41K
Sports cars are some of the most accessorized and enthusiast-
owned vehicles on the road today. While produced at much
lower numbers than the typical passenger car, accessorizers
tend to modify their vehicles at a much higher rate and install
more specialty-aftermarket parts than other segments.
The top sports cars for accessorization are often termed
muscle cars. These vehicles have a rich history within our
industry and modern refreshes have only increased their
popularity. In a recent study on modern muscle cars, SEMA
found that 44% of modern Mustang, Camaro and Challenger
owners accessorize. This is a much higher rate than most cars.
Even industry insiders agree with this, as the Mustang is a
frequent recipient of the annual SEMA Award in the car/coupe
category. SEMA forecasts muscle cars to continue to be hot for
the specialty-equipment aftermarket.
Sports Cars are cars designed for dynamic performance, but without any minimum
requirements. Traditionally, these were cars where performance took precedence
over capacity or comfort, or those readily competitive for racing.
Note: Some models include rebadged variants and multiple trim levels. See appendix for more details.
MUSCLE CARS LEAD FUTURE SALES
33
Source: ©2019 Wards Intelligence, a division of Informa (Sales Projections)
American muscle cars will dominate future sales of the
sports car segment. The Ford Mustang is the clear leader,
followed by the Chevrolet Camaro and Dodge Challenger.
Combined, these vehicle models are projected to account for
over 50% of all sports car sales from 2020-2026.
But, the sports car segment isn’t all American muscle.
Several Asian and European brands have introduced new
sporty cars. While lower in volume, many of these other
sports cars have an enthusiastic following and provide
strong niche market for upgrades.
Vehicle Make/Model
Projected
2020-2026 Sales
Opportunity
Score
1
Ford Mustang
511K 79.91
2
Chevrolet Camaro
250K 72.33
3
Dodge Challenger
226K 71.08
4
MINI Cooper Hardtop
133K ~
5
Porsche 911
78K ~
6
MINI Countryman
77K ~
7
Toyota 86/Subaru BRZ
76K ~
8
Honda S2000
75K ~
9
Mazda Miata
51K ~
10
Chevrolet Corvette
41K 70.94
~ Not Scored in Top SEMA Opportunity Rankings
Projected Top-Selling Sports Car Models
PERFORMANCE AND AESTHETICS ARE KEY
34
AFTERMARKET PRODUCT CATEGORY INSTALLS
ACCESSORY &
APPEARANCE
ENGINE &
DRIVETRAIN
INTAKE HANDLING SAFETY
Ford Mustang
▼
•
▲ ▲
•
Chevrolet Camaro
▼
•
▲ ▲
•
Dodge Challenger
▼ ▲ ▲ ▲ ▲
Chevrolet Corvette
• •
▲ ▲
•
Source: 2017 & 2018 SEMA US Market Data
▲
Above Average Installation
•
Average Installation
▼
Below Average Installation
Sports cars are extremely popular
platforms to accessorize, and to
accessorize in multiple ways. As a
segment, they tend to be performance
and handling driven when it comes to
specialty-equipment parts.
Muscle car owners often love to
accentuate the sound of their vehicles
with exhaust kits and make their cars
scream off the line with performance
tires.
35
Opportunity
Score
Total
Registrations
Ford Mustang (2015+) 107.70 411K
Ford Mustang (2005-14) 102.75 814K
Ford Mustang (1994-2004) 110.96 715K
Ford Mustang (1974-93) 86.16 184K
Ford Mustang (1973 and Earlier) 67.00 78K
FORD MUSTANG
2.2 Million
On the Road Today
Mustangs continue to be popular platforms for
accessorization. The redesigned current generation
that was released in 2015 has proven to be especially
popular and well-accessorized.
Note: Some generations include rebadged variants. See appendix for more details.
Source: ©2019 Experian, Data as of June 30, 2019
36
Opportunity
Score
Total
Registrations
Chevrolet Camaro (2016-present) 69.71 196K
Chevrolet Camaro (2010-15) 90.98 504K
Chevrolet Camaro (1993-2002) 83.12 284K
Chevrolet Camaro (1982-92) 65.52 130K
Chevrolet Camaro (1970-81) 79.62 64K
Chevrolet Camaro (1965-69) 87.39 85K
Chevrolet Corvette C7 (2014-19) 102.50 152K
Chevrolet Corvette C6 (2005-13) 35.65 171K
Chevrolet Corvette C5 (1997-2004) 81.15 188K
Chevrolet Corvette C4 (1984-96) ~ 159K
Chevrolet Corvette C1/C2/C3 (1982 and Earlier) 80.81 144K
The redesigned Chevrolet Camaro (released in 2010)
was well received among accessorizers. Classic
Camaros are also popularly accessorized.
For Corvettes, the redesigned C7 has been a hit with
accessorizers and scores the highest for all of
Chevrolet’s sports car lineup. The Corvette C5 is
especially popular for engine swaps and other
under-the-hood upgrades.
1.3 Million
Camaros on the Road Today
814,000
Corvettes on the Road Today
CHEVROLET CAMARO AND CORVETTE
Source: ©2019 Experian, Data as of June 30, 2019
Note: Some generations include rebadged variants. See appendix for more details.
~Not enough data to score opportunity for vehicle.
37
Opportunity
Score
Total
Registrations
Dodge Challenger (2008+)
114.23 509K
Dodge Challenger (1983 and Earlier)
~ 19K
Dodge Charger (2011+)
113.01 674K
Dodge Charger (2006-10)
67.22 380K
Dodge Charger (1987 and Earlier)
~ 13K
Newer models of both the Dodge Charger and
Challenger score high in terms of overall opportunity
in the vehicle aftermarket space.
529,000
Challengers on the Road Today
DODGE CHALLENGER AND CHARGER
1.1 Million
Chargers on the Road Today
Source: ©2019 Experian, Data as of June 30, 2019
Note: Some generations include rebadged variants. See appendix for more details.
~Not enough data to score opportunity for vehicle.
SUV
RANKINGS
38
U.S. SUV MARKET
39
Top 5 States
California
3.8M
Texas
3.5M
Florida
2.1M
New York
1.5M
Illinois
1.3M
Top Registered Models
Ford Explorer
3.7M
Jeep Grand Cherokee
3.2M
Jeep Wrangler
2.9M
Chevrolet Tahoe
2.3M
Toyota 4Runner
1.9M
Chevrolet Suburban
1.6M
Ford Expedition
1.5M
Kia Sorento
1.2M
Dodge Durango
1.1M
Chevrolet Trailblazer
1.1M
36.7 Million Registered in the
United States
13% of all vehicles on the road
Vehicle Age
1%
12%
43%
44%
Pre-1970
1970s
1980s
1990s
2000s
2010s
Northeast
14%
South
40%
Midwest
22%
West
24%
Source: ©2019 Experian, Data as of June 30, 2019
Note: Less than 0.5% not shown
$5.93 Billion
Total Specialty-Equipment Retail
Sales in 2018
13%
Share of Specialty-Equipment Retail
Market
SUV ACCESSORIZATION SNAPSHOT
40
Top Products Categories Purchased –
Past 2 Years
Maintenance Oils and Additives
Wax and Cleaning Products
Body Finishing Products
Brake Products
Floor Mats and Interior Appearance Products
Exterior Appearance Upgrades
Head/
Tail Lights
Trailer and Towing Products
Batteries and Related Products
Racks and Carriers
Enthusiasts
45%
Non-
Enthusiasts
55%
Share of SUV Owner
Accessorizers in 2018
Source: 2017 & 2018 SEMA US Market Data
THE JEEP WRANGLER DOMINATES THE AFTERMARKET
41
SEMA Top SUVs for Accessorization Rankings
Vehicle Make/Model
(All Model Years)
Accessorization
Rate
Opportunity
Score
1
Jeep Wrangler
39% 82.73
2
Chevrolet Tahoe
28% 76.88
3
Toyota 4Runner
33% 70.06
4
Jeep Grand Cherokee
22% 65.40
5
Ford Explorer
19% 64.33
6
Cadillac Escalade
32% 62.27
7
Chevrolet Suburban
24% 60.36
8
Dodge Durango
23% 58.10
9
Ford Expedition
23% 57.36
10
Chevrolet Blazer
19% 50.26
Source: 2017 & 2018 SEMA US Market Data
SUVs continue to represent an important part of our industry, at
just under $6 billion in specialty retail spending. While not as
versatile as pickups for accessorization, many accessorizers
upgrade their SUVs with utility parts and for off-roading.
The Jeep Wrangler is widely considered to be one of the most
modified and versatile vehicles on the road today. Nearly 40% of
Jeep Wranglers are accessorized in some way, shape or form.
Unsurprisingly, it tops our list of the top SUVs for accessorization.
Many of the SUVs on this list, especially the Wrangler and
4Runner, are often used to go off-road.
Crossovers, or CUVs, are growing in popularity. While the
distinction isn’t always clear, these vehicles are considered a
separate segment because they are built with unibody
construction, while SUV have traditionally been built on a truck
platform.
SUVs are light trucks that combine elements of road-going passenger cars with
elements from pickups and off-road vehicles, such as 4WD. This report considers
true SUVs to be those built on a truck chassis (build-on-frame platform). The rise of
crossovers (CUVs) and compact SUVs has blurred this traditional definition.
Note: Some models include rebadged variants and multiple trim levels. See appendix for more details.
SUVS ARE POPULAR VEHICLES ON THE ROAD
42
Vehicle Make/Model
(All Model Years)
Vehicles in
Operation
Projected
US Sales
(2020
-
2026)
1
Jeep Wrangler
2.9M 1.4M
2
Chevrolet Tahoe
4.0M 1.2M
3
Toyota 4Runner
1.9M 939K
4
Jeep Grand Cherokee
3.2M 1.5M
5
Ford Explorer
4.3M 2.0M
6
Cadillac Escalade
572K 249K
7
Chevrolet Suburban
1.7M 392K
8
Dodge Durango
1.2M 293K
9
Ford Expedition
1.9M 677K
10
Chevrolet Blazer
887K 394K
Source: ©2019 Experian, Data as of June 30, 2019 (Registrations); ©2019 Wards Intelligence, a division of Informa (Sales Projections)
SUVs are one of the most common types of vehicles out
there and account for approximately 13% of the U.S. light
vehicle fleet. The top SUVs for accessorization are all
well-represented on the road today and will continue
to be for at least the near future.
Several SUVs, including the Chevrolet Tahoe, Jeep Grand
Cherokee and Ford Explorer have had a long tenure and
significant numbers still on the road.
Note: Some models include rebadged variants and multiple trim levels. See appendix for more details.
CONSUMER INTEREST IN SUVS WILL CONTINUE
43
Source: ©2019 Wards Intelligence, a division of Informa (Sales Projections)
Consumer interest for SUVs is expected to remain constant in the
years ahead. They tend to be more profitable for automobile
manufacturers to make than passenger cars. Like other large
vehicles, however, economic conditions are important factors for
SUV sales. Increased gas prices, economic uncertainty and less
disposable income could drive consumers to spend less on the
vehicles they buy, look for more efficient options or even hold off
buying them. SEMA projects that SUV sales will continue to grow
and SUV accessorization will remain popular.
Future SUV sales will be led by the Ford Explorer, Jeep Grand
Cherokee, Jeep Wrangler, Chevrolet Tahoe and Toyota 4Runner.
Most of these are already hits with our industry and have
upgrade upside.
Vehicle Make/Model
Projected
2020-2026 Sales
Opportunity
Score
1
Ford Explorer/Lincoln Aviator
2.0M 64.33
2
Jeep Grand Cherokee
1.5M 65.40
3
Jeep Wrangler
1.4M 82.73
4
Chevrolet Tahoe/GMC Yukon
1.2M 76.88
5
Toyota 4Runner
939K 70.06
6
Kia Sorento
756K ~
7
Ford Expedition/Lincoln Navigator
677K 57.36
8
Nissan Pathfinder
506K ~
9
Kia Telluride
441K ~
10
Ford Bronco
430K ~
~ Not Scored in Top SEMA Opportunity Rankings
Projected Top-Selling SUV Models
FUNCTION AND UTILITY ARE IMPORTANT FOR SUVS
44
Aftermarket Product Category Installs
ACCESSORY &
APPEARANCE
ENGINE /
DRIVETRAIN
INTAKE HANDLING SAFETY
Jeep Wrangler
▲ ▼
•
▲
•
Chevrolet Tahoe
• • •
▲
•
Toyota 4Runner
• • • •
▲
Jeep Grand Cherokee
▲
• • • •
Ford Explorer
• • • • •
Cadillac Escalade
•
▼
• •
▲
Chevrolet Suburban
• • •
▲ ▼
Dodge Durango
▲
•
▲
• •
Ford Expedition
• • •
▲
•
Chevrolet Blazer
•
▲
•
▲ ▼
▲
Above Average Installation
•
Average Installation
▼
Below Average Installation
Source: 2017 & 2018 SEMA US Market Data
Utility products and accessories are key
for the SUV space. Brake products, floor
mats, lights, trailer and towing products,
batteries, and racks are all popular. SUVs
offer potential appeal to the outdoor
crowd, including off-roading. A lot of
specialty aftermarket upgrades and
installs are done with this goal in mind.
Accessory/appearance products and
handling are the most common types of
aftermarket installs. Safety products are
purchased at a higher rate for some
models. While this is sometimes tied to
off-roading, many owners also add safety
products too for their daily people mover.
TRADITIONAL CAR
RANKINGS
45
Small, Mid Range and Large Car Segments
U.S. TRADITIONAL CAR MARKET
46
Top 5 States
California
11.7M
Texas
6.7M
Florida
5.8M
Ohio
3.7M
New York
3.6M
Top Registered Models
Toyota Camry
6.9M
Honda Accord
6.6M
Honda Civic
5.7M
Toyota Corolla
5.1M
Nissan Altima
3.9M
Chevrolet Malibu
2.8M
Ford Fusion
2.7M
Ford Focus
2.6M
Chevrolet Impala
2.4M
Hyundai Sonata
2.2M
90.3 Million Registered in the
United States
32% of all vehicles on the road
Vehicle Age
1%
1%
8%
38%
52%
Pre-1970
1970s
1980s
1990s
2000s
2010s
Northeast
15%
South
38%
Midwest
22%
West
25%
Source: ©2019 Experian, Data as of June 30, 2019
Note: Less than 0.5% not shown
$2.55 Billion
Total Specialty-Equipment Retail
Sales in 2018
6%
Share of Specialty-Equipment Retail
Market
SMALL CAR ACCESSORIZATION SNAPSHOT
47
Top Products Categories Purchased –
Past 2 Years
Maintenance Oils and Additives
Wax and Cleaning Products
Body Finishing Products
Floor Mats and Interior Appearance Products
Batteries and Related Products
Brake Products
Head/Tail Lights
Fender, Hood and Body Upgrades
Performance/Special Purpose Tires
Exterior Appearance Upgrades
Enthusiasts
42%
Non-
Enthusiasts
58%
Share of Small Car Owner
Accessorizers in 2018
Source: 2017 & 2018 SEMA US Market Data
$7.28 Billion
Total Specialty-Equipment Retail
Sales in 2018
16%
Share of Specialty-Equipment Retail
Market
MID RANGE/LARGE CAR ACCESSORIZATION SNAPSHOT
48
Top Products Categories Purchased –
Past 2 Years
Maintenance Oils and Additives
Wax and Cleaning Products
Body Finishing Products
Brake Products
Head/Tail Lights
Floor Mats and Interior Appearance Products
Batteries and Related Products
Performance/Special Purpose Tires
Fender, Hood and Body Upgrades
Ignition Products
Enthusiasts
44%
Non-
Enthusiasts
56%
Share of Mid Range / Large Car
Owner Accessorizers in 2018
Source: 2017 & 2018 SEMA US Market Data
TRADITIONAL CARS ARE NOT AS OFTEN MODIFIED, BUT ARE
AN IMPORTANT MARKET FOR OUR INDUSTRY
49
SEMA Top Traditional Cars for Accessorization Rankings
Vehicle Make/Model
(All Model Years)
Accessorization
Rate
Opportunity
Score
1
Honda Civic
21% 71.76
2
Toyota Corolla
17% 69.60
3
Toyota Camry
18% 69.29
4
Honda Accord
19% 69.10
5
Dodge Charger
40% 67.49
6
Subaru Impreza
25% 67.43
7
Nissan Maxima
20% 64.69
8
Nissan Altima
20% 59.50
9
Ford Focus
19% 57.40
10
Volkswagen Jetta
19% 55.87
Source: 2017 & 2018 SEMA US Market Data
Traditional cars are the most common vehicle in the United
States today, accounting for almost a third of all
registrations. Despite their large volume, these cars are not
as extensively accessorized as trucks. As styles have changed
and some models have grown in size, current small cars have
become less enthusiast friendly. Traditional cars still
maintain more popularity among young accessorizers,
partially because they tend to be cheaper than larger
vehicles like CUVs.
The Honda Civic tops our traditional car rankings, but the
other top models are not far behind. Traditionally, the Civic
has been a popular tuner car. Over multiple generations,
however, the car has grown bigger to appeal to a larger
audience, pushing it from subcompact to mid range. Many of
these cars offer opportunity only for general accessories and
have little enthusiast appeal.
Traditional cars are your typical passenger cars, ranging from compact to full-sized.
In this report, traditional cars include the small car, mid range car and full-size
segments. The distinction between these segments is based on the car’s overall
passenger and cargo volume.
Note: Some models include rebadged variants and multiple trim levels. See appendix for more details.
CONSUMER PREFERENCES ARE CHANGING
50
Vehicle Make/Model
(All Model Years)
Vehicles in
Operation
Projected
US Sales
(2020
-
2026)
1
Honda Civic
5.8M 2.0M
2
Toyota Corolla
5.2M 1.9M
3
Toyota Camry
7.2M 2.2M
4
Honda Accord
6.6M 1.5M
5
Dodge Charger
1.1M 308K
6
Subaru Impreza
1.1M 568K
7
Nissan Maxima
1.2M 47K
8
Nissan Altima
3.9M 1.3M
9
Ford Focus
2.6M N/A
10
Volkswagen Jetta
1.8M 578K
Source: ©2019 Experian, Data as of June 30, 2019 (Registrations); ©2019 Wards Intelligence, a division of Informa (Sales Projections)
Sales of traditional passenger cars have decreased as
consumers shift to purchasing light trucks. Consumers want
more space than what a passenger car can offer. This has led
to the growth of CUVs and compact SUVs. As a result,
traditional cars are slowly getting less popular and the
overall vehicle landscape is evolving. Ford, for instance, has
already slashed much of its passenger car lineup in response
to this change in consumer preferences.
Even as light truck sales continue to grow, traditional cars are
not going away anytime soon. There are currently more than
90 million on the road, and many are expected to sell in the
near future. Passenger cars, such as the Impreza, also remain
popular among young people—many of whom can’t afford
to purchase larger vehicles. As such, consumers will continue
to purchase specialty parts for cars even as new vehicle sales
shift.
Note: Some models include rebadged variants and multiple trim levels. See appendix for more details.
MORE THAN 20 MILLION TRADITIONAL CARS PROJECTED TO
BE SOLD OVER THE NEXT 6 YEARS
51
While sales of traditional passenger cars have decreased
recently, more than 20 million are still projected to be sold
from 2020-2026. This is a lower sales rate than previous
decades, but still represents a tremendous number of
vehicles. Opportunity is there for our industry, as there
remain some high-volume models and some niche cars that
may appeal to accessorizers.
Half of the projected top selling traditional cars are the
same models identified as having the most upside for
accessorization, including the Civic, Corolla, Camry, Accord
and Altima. The Toyota Camry is the most common
passenger car on the road today and expected to have the
most sales as well. While they are not the most exciting or
glamorous vehicles, a mass personalization market does
exist for them given the extensive number of vehicles in
operation today.
Source: ©2019 Wards Intelligence, a division of Informa (Sales Projections)
Vehicle Make/Model
Projected
2020-2026 Sales
Opportunity
Score
1
Toyota Camry
2.2M 69.29
2
Honda Civic
2.0M 71.76
3
Toyota Corolla
1.9M 69.60
4
Honda Accord
1.5M 69.10
5
Nissan Sentra
1.4M ~
6
Nissan Altima
1.3M 59.50
7
Hyundai Elantra
1.2M ~
8
Kia Soul
701K ~
9
Kia Optima
626K ~
10
Hyundai Sonata
613K ~
~ Not Scored in Top SEMA Opportunity Rankings
Projected Top-Selling Traditional Car Models
THE TYPES OF UPGRADES MADE VARY ACROSS THE BOARD
52
Aftermarket Product Category Installs
ACCESSORY &
APPEARANCE
ENGINE /
DRIVETRAIN
INTAKE HANDLING SAFETY
Honda Civic
• • • • •
Toyota Corolla
• • • •
▲
Toyota Camry
• •
▼
• •
Honda Accord
• • • • •
Dodge Charger
•
▼ ▲ ▲
•
Subaru Impreza
• •
▲
• •
Nissan Maxima
• •
▲ ▲
•
Nissan Altima
• • • • •
Ford Focus
• • •
▼
•
Volkswagen Jetta
▲
• • • •
From an industry perspective, no specific
product categories stick out for
traditional cars. Appearance and
accessory products are the most common
upgrades, but not at a higher rate than
other segments. Looking at the top-
ranked models, installation rates are
average for most products, with only
slight variations for specific models.
There are a lot of traditional cars on the
road, and different owners tend to do
different things to their cars.
▲
Above Average Installation
•
Average Installation
▼
Below Average Installation
Source: 2017 & 2018 SEMA US Market Data
UPSCALE CAR
RANKINGS
53
U.S. UPSCALE CAR MARKET
54
Top 5 States
California
3.0M
Florida
1.3M
Texas
1.3M
New York
802K
Georgia
631K
Top Registered Models
BMW 3 Series
1.8M
Mercedes
-Benz C Class 1.1M
Lexus ES
1.1M
Mercedes
-Benz E Class 938K
BMW 5 Series
815K
Acura TL
630K
Cadillac CTS
550K
Audi A4
539K
Lexus IS
534K
Lincoln Town Car
507K
16.4 Million Registered in the
United States
6% of all vehicles on the road
Vehicle Age
1% 2%
11%
41%
45%
Pre-1970
1970s
1980s
1990s
2000s
2010s
Northeast
17%
South
38%
Midwest
16%
West
29%
Source: ©2019 Experian, Data as of June 30, 2019
Note: Less than 0.5% not shown
$5.00 Billion
Total Specialty-Equipment Retail
Sales in 2018
11%
Share of Specialty-Equipment Retail
Market
UPSCALE CAR ACCESSORIZATION SNAPSHOT
55
Top Products Categories Purchased –
Past 2 Years
Maintenance Oils and Additives
Wax and Cleaning Products
Body Finishing Products
Fender, Hood and Body Upgrades
Performance/Special Purpose Tires
Head/Tail Lights
Floor Mats and Interior Appearance Products
Exterior Appearance Upgrades
Brake Products
Batteries and Related Products
Enthusiasts
55%
Non-
Enthusiasts
45%
Share of Upscale Car Owner
Accessorizers in 2018
Source: 2017 & 2018 SEMA US Market Data
UPSCALE CARS ARE A GROWING OPPORTUNITY
56
SEMA Top Upscale Cars for Accessorization Rankings
Vehicle Make/Model
(All Model Years)
Accessorization
Rate
Opportunity
Score
1 BMW 3 Series 37% 68.12
2 Audi A4 40% 66.71
3 Mercedes-Benz C Class 20% 64.92
4 BMW 5 Series 35% 62.71
5 Lexus ES 16% 40.16
Source: 2017 & 2018 SEMA US Market Data
Vehicle Make/Model
(All Model Years)
Vehicles in
Operation
Projected US
Sales
(2020-2026)
1 BMW 3 Series 1.8M 283K
2 Audi A4 541K 155K
3 Mercedes-Benz C Class 1.1M 358K
4 BMW 5 Series 815K 234K
5 Lexus ES 1.1M 234K
Upscale cars are a growing segment for the specialty-equipment
industry. In 2018, retail spending on specialty parts had risen by
almost 10% to $5 billion. Today, the upscale segment accounts
for roughly 11% of our industry and is expected to continue to
grow. Upscale a highly enthusiast segment and owners tend to
install more aftermarket products than on the average vehicle.
Accessorizers that once modified more compact or traditional
“tuner” cars may now be shifting to upscale cars. Cars such as
the BMW 3 series are even growing popular among young
accessorizers. As the segment grows, so does the opportunity for
our industry.
The top upscale cars for accessorization are led by the big three
German automakers. The BMW 3 Series, Audi A4 and BMW 5
series are all highly accessorized vehicles. The Lexus ES and
Mercedes C Class are slightly less so.
Upscale Cars are usually equipped with the most up-to-date and highest-level
technology and safety features not traditionally standard in all cars. They often
have high-end materials and finishes both inside and out, as a result, they are
perceived to be higher quality and come at a higher price point generally.
Note: Some models include rebadged variants and multiple trim levels. See appendix for more details.
UPSCALE CARS ARE LOWER VOLUME
57
Source: ©2019 Wards Intelligence, a division of Informa (Sales Projections)
Vehicle Make/Model
Projected
2020-2026 Sales
Opportunity
Score
1
Mercedes C Class
358K 64.92
2
BMW 3 Series
283K 68.12
3
BMW 5 Series
234K 62.71
4
Lexus ES
234K 40.16
5
Mercedes E Class
218K ~
6
BMW 4 Series
187K ~
7
Acura TLX
187K ~
8
Infiniti Q50
186K ~
9
Audi A4
155K 66.71
10
Audi A5
129K ~
~ Not Scored in Top SEMA Opportunity Rankings
Projected Top-Selling Upscale Car Models
Interest in passenger cars in general may be declining, but
that doesn’t hold true for upscale cars. Many consumers
want higher-end, luxury cars—even as the automotive
landscape shifts towards CUVs and light trucks. As a result,
SEMA expects consumer interest in these vehicles to remain
constant.
Upscale cars will always be lower volume than other vehicles
segments given their price point. In fact, no upscale car is
expected to sell more than 400,000 vehicles from 2020-
2026. Compare that to pickups where the Ford F-Series
alone is expected to sell 6 million. Any potential opportunity
for our industry will always be limited by this.
However, upscale accessorizers tend to be more enthusiast,
install more parts on their vehicles, do more daring
upgrades, and spend more money. As a result, there will be
significant niche opportunity.
APPEARANCE AND SOUND UPGRADES ARE IMPORTANT TO
USCALE OWNERS
58
Aftermarket Product Category Installs
ACCESSORY &
APPEARANCE
ENGINE /
DRIVETRAIN
INTAKE HANDLING SAFETY
BMW 3 Series
▼
•
▲
• •
Audi A4
•
▲ ▲
•
▲
Mercedes
-
Benz C Class
• •
▲
• •
BMW 5 Series
▼
•
▲ ▲ ▲
Lexus ES
▲ ▼
• • •
▲
Above Average Installation
•
Average Installation
▼
Below Average Installation
Source: 2017 & 2018 SEMA US Market Data
Drivers of upscale cars like to make their
cars stand out with appearance and
sound products. Nearly half of the top
products purchased for this segment in
the past two years were body or exterior
appearance related. Looking specifically
at the top upscale cars, intake products
(especially exhaust kits) are extremely
popular.
CUV
RANKINGS
59
U.S. CUV MARKET OVERVIEW
60
Top 5 States
California
4.8M
Texas
3.7M
Florida
3.1M
New York
2.9M
Pennsylvania
2.2M
Top Registered Models
Honda CR
-V 4.3M
Ford Escape
3.6M
Toyota RAV4
3.4M
Chevrolet Equinox
2.7M
Toyota Highlander
2.2M
Nissan Rogue
2.1M
Honda Pilot
1.9M
Subaru Forester
1.7M
Jeep Cherokee
1.6M
Ford Edge
1.5M
48.3 Million Registered in the
United States
17% of all vehicles on the road
Vehicle Age
1%
24%
76%
Pre-1970
1970s
1980s
1990s
2000s
2010s
Northeast
20%
South
35%
Midwest
24%
West
21%
Source: ©2019 Experian, Data as of June 30, 2019
Note: Less than 0.5% not shown
$4.84 Billion
Total Specialty-Equipment Retail
Sales in 2018
11%
Share of Specialty-Equipment Retail
Market
CUV ACCESSORIZATION SNAPSHOT
61
Top Products Categories Purchased –
Past 2 Years
Maintenance Oils and Additives
Wax and Cleaning Products
Floor Mats and Interior Appearance Products
Body Finishing Products
Racks and Carriers
Exterior Appearance Upgrades
Head/Tail Lights
Brake Products
Trailer and Towing Products
Batteries and Related Products
Enthusiasts
42%
Non-
Enthusiasts
58%
Share of CUV Owner
Accessorizers in 2018
Source: 2017 & 2018 SEMA US Market Data
CUVS ARE A GROWING BUT FRAGMENTED SEGMENT
62
SEMA Top CUVs for Accessorization Rankings
Vehicle Make/Model
(All Vehicle Model Years)
Accessorization
Rate
Opportunity
Score
1
BMW X5
43% 68.09
2
BMW X3
29% 64.28
3
Acura MDX
33% 63.28
4
Audi Q5
39% 63.00
5
Jeep Cherokee
20% 60.93
6
Toyota RAV4
16% 58.62
7
Volkswagen Tiguan
19% 58.51
8
Ford Escape
15% 55.98
9
Lexus RX
17% 55.92
10
Chevrolet Traverse
18% 53.53
Source: 2017 & 2018 SEMA US Market Data
The number of CUVs on the road have grown substantially over
the last decade. In fact, CUVs are now the fastest growing
segment on the market, having outpaced even pickups. But, the
overall impact on the specialty-equipment industry has been
fairly limited so far. However, as the category develops,
consumers may turn to accessorizing CUVS similarly to SUVs.
CUVs are an emerging opportunity for our industry, but there are
some important obstacles. As a segment, the CUV market is
extremely fragmented. Today, there are more than 120 different
models in operation and just as many models are expected to be
sold in the future. The large number of potential platforms limits
the opportunity for companies seeking to sell specialty parts for
all models.
CUVs, also known as crossover SUVs or crossovers, are like SUVs, but built with
unibody construction (like a passenger car). SUVs differ because they are based on
a truck chassis or build-on-frame platform. These definitions tend to be blurred in
practice, as unibody vehicles are often called SUVs and compact SUVs are often
referred to as CUVs. In this report, SEMA distinguishes CUVs from SUVs based on
the type of platform they were built on, regardless of the vehicle’s overall size.
Note: Some models include rebadged variants and multiple trim levels. See appendix for more details.
CUVS ARE GAINING POPULARITY
63
Vehicle Make/Model
(All Vehicle Model Years)
Vehicles in
Operation
Projected
US Sales
(2020
-
2026)
1
BMW X5
570K 331K
2
BMW X3
434K 387K
3
Acura MDX
861K 386K
4
Audi Q5
388K 446K
5
Jeep Cherokee
1.6M 1.5M
6
Toyota RAV4
3.4M 2.7M
7
Volkswagen Tiguan
415K 794K
8
Ford Escape
3.9M 1.8M
9
Lexus RX
1.5M 727K
10
Chevrolet Traverse
2.8M 2.0M
Source: ©2019 Experian, Data as of June 30, 2019 (Registrations); ©2019 Wards Intelligence, a division of Informa (Sales Projections)
With more than 48 million registered vehicles, or roughly
17% of the total U.S. light vehicle fleet, CUVs are a large and
obvious presence on the roads. Yet, there is no clear single
model that dominates the market. The Ford Escape and
Toyota RAV4 lead the pack in terms of registrations having
been out longer. However, there are many other CUVs close
behind (and many more in production). This diversity makes
it difficult to focus on a specific model.
The popularity of these vehicles is not expected to subside
anytime soon. More and more people each year will buy
these vehicles instead of traditional cars. The top CUVs for
accessorization identified so far are well represented on the
road currently and will sell well in the future.
Note: Some models include rebadged variants and multiple trim levels. See appendix for more details.
THE NUMBER OF CUVS WILL CONTINUE TO GROW
64
Some CUV models are emerging as significant sellers.
Each of the top 10 models are expected to sell between
1 to 3 million vehicles over the next five years. But,
many of these CUV models are relatively new and have
little history with the accessorization market. As a
result, SEMA expects the CUV segment to remain
fragmented well into the future.
Because of this fragmentation, only a fraction of the top
ranked CUVs for accessorization are top sellers: Toyota
RAV4, Ford Escape and Jeep Cherokee. As a result, there
is a lot of opportunity across many different CUV
models, beyond even those SEMA has identified. The
challenge will be identifying which models to focus on,
as it will be difficult to build products that work on all
CUV platforms.
Source: ©2019 Wards Intelligence, a division of Informa (Sales Projections)
Vehicle Make/Model
Projected
2020-2026 Sales
Opportunity
Score
1
Nissan Rogue
2.8M ~
2
Toyota RAV4
2.7M 58.62
3
Honda CR
-V 2.6M ~
4
Chevrolet
Equinox 2.4M ~
5
Ford
Escape 1.8M 55.98
6
Toyota
Highlander 1.7M ~
7
Jeep Cherokee
1.5M 60.93
8
Subaru Outback
1.4M ~
9
Subaru Forester
1.3M ~
10
Jeep Compass
1.1M ~
~ Not Scored in Top SEMA Opportunity Rankings
Projected Top-Selling CUV Models
CUVS ARE ACCESSORIZED LIKE SUVS
65
Aftermarket Product Category Installs
ACCESSORY &
APPEARANCE
ENGINE /
DRIVETRAIN
INTAKE HANDLING SAFETY
BMW X5
•
▲ ▲
•
▲
BMW X3
• • • •
▲
Acura MDX
▼
• • •
▲
Audi Q5
• • • •
▲
Jeep Cherokee
▲
• •
▲
•
Toyota RAV4
▲ ▼ ▼ ▼
•
Volkswagen Tiguan
•
▼
• •
▲
Ford Escape
▲ ▼ ▼ ▼
•
Lexus RX
▲ ▼ ▼ ▼ ▲
Chevrolet Traverse
▲ ▼ ▼ ▼
•
▲
Above Average Installation
•
Average Installation
▼
Below Average Installation
Source: 2017 & 2018 SEMA US Market Data
Overall, the aftermarket parts that are
most popular for SUV owners are also
popular with CUV owners—especially
appearance (body, exterior, etc.) and
utility products (racks, towing products,
etc.). Drivers of CUVs may be using their
vehicles like SUVs as well, including going
off-road. While they are often smaller
than SUVs, CUVs still offer the space to
haul things around and potential to carry
or tow. Looking at the top models for
accessorization, accessory, appearance
and safety seem to be most popular with
these models.
ALTERNATIVE POWER
RANKINGS
66
U.S. ALTERNATIVE POWER MARKET
67
Top 5 States
California
1.1M
Florida
167K
Texas
157K
Washington
141K
New York
116K
Top Registered Models
Toyota Prius
1.6M
Toyota Prius C
186K
Lexus RX
168K
Toyota Prius V
161K
Chevrolet Volt
146K
Ford C
-Max 129K
Nissan Leaf
105K
Honda Insight
95K
Lexus CT
87K
Lexus ES
68K
3.2 Million Registered in the
United States
1% of all vehicles on the road
Vehicle Age
19%
81%
Pre-1970
1970s
1980s
1990s
2000s
2010s
Northeast
13%
South
25%
Midwest
14%
West
47%
Source: ©2019 Experian, Data as of June 30, 2019
Note: Less than 0.5% not shown
$0.77 Billion
Total Specialty-Equipment Retail
Sales in 2018
2%
Share of Specialty-Equipment Retail
Market
ALTERNATIVE POWER ACCESSORIZATION SNAPSHOT
68
Top Products Categories Purchased –
Past 2 Years
Maintenance Oils and Additives
Wax and Cleaning Products
Floor Mats and Interior Appearance Products
Body Finishing Products
Performance/Special Purpose Tires
Exterior Appearance Upgrades
Head/Tail Lights
Brake Products
Batteries and Related Products
Fender, Hood and Body Upgrades
Enthusiasts
44%
Non-
Enthusiasts
56%
Share of Alternative Power Vehicle
Owner Accessorizers in 2018
Source: 2017 & 2018 SEMA US Market Data
OPPORTUNITY WITH ALTERNATIVE POWER VEHICLES IS
LIMITED
69
Accessorization
Rate
Vehicles in
Operation
Projected US
Sales (2020-
2026)
Opportunity
Score
14% 2.0M 323K 37.11
Source: 2017 & 2018 SEMA US Market Data;
©2019 Experian, Data as of June 30, 2019 (Registrations); ©2019 Wards Intelligence, a division of Informa (Sales Projections)
AFTERMARKET PRODUCT CATEGORY INSTALLS
ACCESSORY &
APPEARANCE
ENGINE /
DRIVETRAIN
INTAKE HANDLING SAFETY
•
▼ ▼ ▼
•
▲
Above Average Installation
•
Average Installation
▼
Below Average Installation
Toyota Prius
The impact of alternative power vehicles on the specialty-
equipment industry has been minimal so far. In 2018, the
segment represented barely 2% of the overall market. There
aren’t current a lot of alternative power vehicle on the road
(1% of the total vehicle population). By 2025, SEMA projects that
only 19% of vehicles sold will be hybrid or other alternative
energy vehicles.
Furthermore, the technology and the systems within the vehicles
themselves limit the types of upgrades that can be added.
Companies will need to develop different types of enthusiast
product for alt power systems. Until these vehicles become more
commonplace and the industry adapts, expect the market for
these vehicles to remain small.
Not a lot of alternative energy vehicles are accessorized, so
aftermarket data is limited. More than 60% of all alternative
energy vehicles in operation fall under the Prius nameplate
(Prius, Prius Prime, etc.), making it an interesting model for our
industry. However, even then, they are not frequently
accessorized.
Note: Includes all models/trims of the Toyota Prius. See appendix for more details.
Alternative Power Vehicles are vehicles that do not run solely on traditional
petroleum fuels (gasoline or diesel).
TESLAS WILL DOMINATE FUTURE SALES
70
The Tesla Model 3 is projected to sell a significant amount
over the next few years. New entrants, such as the Ford
Mach E, an all-electric crossover styled after the Ford
Mustang, are trying to expand the sales pie for alt power.
The Prius is forecast to continue near the top in future
sales. There will be some aftermarket opportunity for
these vehicles, but it will be limited and specialized.
Aftermarket companies should expect product sales to be
low volume for the foreseeable future.
Source: ©2019 Wards Intelligence, a division of Informa (Sales Projections)
Vehicle Make/Model
Projected
2020-2026 Sales
Opportunity
Score
1
Tesla Model 3
684K ~
2
Ford Mach E
325K ~
3
Toyota Prius
323K 37.11
4
Tesla Model Y
256K ~
5
Kia Niro
190K ~
6
Honda Insight
148K ~
7
Tesla Model S
134K
8
Chrysler Portal
108K ~
9
Honda Clarity
102K ~
10
Chevrolet Bolt
94K ~
~ Not Scored in Top SEMA Opportunity Rankings
Projected Top-Selling Alternative Power Vehicle Models
CLASSIC CARS
71
$1.08 Billion
Total Specialty-Equipment Retail
Sales in 2018
2%
Share of Specialty-Equipment Retail
Market
CLASSIC CAR ACCESSORIZATION SNAPSHOT
72
Top Products Categories Purchased –
Past 2 Years
Maintenance Oils and Additives
Wax and Cleaning Products
Ignition Products
Carburetor and Fuel System Products
Exhaust Products
Brake Products
Performance/Special Purpose Tires
Batteries and Related Products
Suspension Products
Internal Engine Products
Enthusiasts
69%
Non-
Enthusiasts
31%
Share of Alternative Power Vehicle
Owner Accessorizers in 2018
Source: 2017 & 2018 SEMA US Market Data
CLASSIC CARS ARE A SMALL BUT IMPORTANT MARKET
73
Popularly Accessorized Classic Car Models
Sports/Muscle Cars
Ford Mustang
Chevrolet Camaro/Pontiac Firebird
Chevrolet Chevelle
Chevrolet Nova
Chevrolet Impala
Chevrolet Corvette
Dodge Charger
Sedans/Coupes
VW Beetle
Chevrolet El Camino
Pickups
Ford F-100
Chevrolet C/K (10 and 1500)
Hot Rods
Chevrolet Bel Air
Ford Hot Rods (Model T, A or B)/Ford Tudor/Coupe
Chevrolet Standard/Street Rod
Classic cars are an important part of the specialty-equipment
industry. Older cars represent only a small fraction of the
vehicle fleet. But, classic car accessorizers tend to be highly
enthusiast and do a lot to their vehicles.
There’s not a lot of data or information about classic cars, so
we are presenting a list of the classic models both the industry
and consumers are talking about.
As time goes by, the number of these vehicles gets smaller and
smaller, which lowers the overall opportunity. Nevertheless,
owners continue to spend a lot of money and a lot of effort
restoring or modifying classics. Although not high volume,
expect these vehicles to continue to be a specialized and niche
market for our industry.
In this report, we consider Classic Cars to be any vehicle model year 1973 and
older.
Source: 2017 & 2018 SEMA US Market Data; SEMA Select Committee Leadership
YOUNG ACCESSORIZER
OPPORTUNITY
74
Accessorizers Age 16-24
YOUNG PEOPLE ARE STILL DRIVING
75
80%
13%
6%
1%
1%
Personal Car/Truck
Walk/Bike
Public Transit
Taxi/Limo (including Uber, Lyft, etc.)
Other
83%
use a car or truck to get
to work
33.4 Billion
total trips were made by
young adults using a
personal car or truck in
2017
155.4 Billion Miles
Total distance driven by young
people in 2017
Young drivers make more than 3 trips per day.
HOW YOUNG PEOPLE GET AROUND
(Methods used for all trips made in 2017, excluding airplanes and boats)
Contrary to popular belief, young people still
drive. Ridesharing is still only a small share of
how young people travel. Outside of large
metropolitan areas, personal cars or trucks are
often a necessity for getting around.
Source: U.S. Department of Transportation, Federal Highway Administration; SEMA Young Accessorizers Report
For more information, download the SEMA Young Accessorizers Report at www.sema.org/research.
37%
58%
70%
75%
78%
83%
85%
88%
89%
73%
27%
49%
63%
72%
77%
79%
81%
82%
83%
68%
16
17
18
19
20
21
22
23
24
Age 16-24
YOUNG PEOPLE ARE STILL GETTING THEIR LICENSE
76
TOTAL DRIVER’S LICENSE RATES
IN 2000:
25.7 MILLION
IN 2018:
26.2 MILLION
TOTAL LICENSED:
20002018
While overall license rates are down
somewhat, young people are still driving.
The drop off from 20 years ago is not
necessarily from a decrease in interest, as
stricter laws and regulations around
licensing, as well as increased costs for
insurance and cars, are likely major
contributing factors.
Source: U.S. Department of Transportation, Federal Highway Administration; SEMA Young Accessorizers Report
For more information, download the SEMA Young Accessorizers Report at www.sema.org/research.
YOUTH ACCESSORIZATION SNAPSHOT
77
Young people are an important part of the specialty-equipment industry.
Roughly a third with access to a vehicle accessorize. Not only do they modify at
a higher rate, young people tend to do more upgrades than older people. This
generation enjoys showing off their cars and what they do to them on social
media, especially Instagram. As such, appearance and aesthetics are important.
Top Products Categories Purchased –
Past 2 Years
Maintenance Oils and Additives
Wax and Cleaning Products
Body Finishing Products
Floor Mats and Interior Appearance Products
Head/Tail Lights
Fender, Hood and Body Upgrades
Performance/Special Purpose Tires
Brake Products
Batteries and Related Products
Exterior Appearance Upgrades
Enthusiasts
50%
Non-
Enthusiasts
50%
Share of Young Accessorizers
in 2018
Source: 2017 & 2018 SEMA US Market Data; SEMA Young Accessorizers Report
For more information, download the SEMA Young Accessorizers Report at www.sema.org/research.
33%
Accessorization Rate for
Age 16-24
Among Those With Access to a Vehicle
Young accessorizers tend to accessorize their vehicles more
frequently than the rest of the population. Like others, the
domestic full-size pickups, muscle cars, and Jeep Wrangler
are popular accessorization platforms. However, young
people also gravitate toward smaller calls like the Subaru
Impreza and upscale rides like the BMW 3 and 5 series.
While traditional passenger cars are on the decline, that is
not the case for young people. Young people are still buying
these cars because newer CUVs and other large vehicles are
too expensive. CarMax recently identified which car brands
have the youngest buyers. The top brands for younger
buyers included Mazda, Volkswagen, Hyundai, Subaru and
Dodge. They also noted that young buyers tend to buy more
sedans, coupes and sports cars. Opportunity exists for our
industry in the traditional car space with young
accessorizers.
PASSENGER CARS ARE POPULAR WITH YOUNG PEOPLE
78
SEMA Top Vehicles for Young Accessorizers Rankings
Vehicle Make/Model
Accessorization
Rate
Opportunity
Score
1
GM Full
-Size Pickup 38% 159.47
2
Ford F
-Series 34% 131.84
3
Ram Pickup
35% 107.06
4
Ford Mustang
41% 84.23
5
Subaru Impreza
36% 83.52
6
Jeep Wrangler
45% 78.51
7
Dodge Charger
42% 74.77
8
BMW 3 Series
48% 74.02
9
Chevrolet Camaro
48% 73.36
10
BMW 5 Series
36% 69.66
Source: 2017 & 2018 SEMA US Market Data;
CarMax, “Which Car Brands Have the Oldest (and Youngest) Buyers?, August 27, 2018
Note: Some models include rebadged variants and multiple trim levels. See appendix for more details.
YOUNG ACCESSORIZERS DO A LOT TO THEIR VEHICLES
79
Aftermarket Product Category Installs
ACCESSORY &
APPEARANCE
ENGINE /
DRIVETRAIN
INTAKE HANDLING SAFETY
GM Full
-Size Pickup
• •
▲ ▲
•
Ford F
-Series
• •
▲
• •
Dodge Ram
•
▲ ▲ ▲ ▼
Ford Mustang
•
▲ ▲ ▲ ▼
Subaru Impreza
▼
•
▲ ▲ ▲
Jeep Wrangler
▲ ▼ ▼
• •
Dodge Charger
•
▼ ▲
• •
BMW 3 Series
▼ ▼
• • •
Chevrolet Camaro
▼
•
▲
• •
BMW 5 Series
▼ ▲
•
▲ ▲
▲
Above Average Installation
•
Average Installation
▼
Below Average Installation
Young accessorizers tend to make a lot of
upgrades and modifications to their
vehicles. They also like to make them
sound loud and look sharp, so intake and
exhaust products are especially popular.
They accessorize so they can show their
rides off on social media and to their
friends. This is a key difference from
older accessorizers.
Source: 2017 & 2018 SEMA US Market Data
METHODOLOGY & ADDITIONAL
INFORMATION
80
METHODOLOGY
81
The top vehicles for accessorization and opportunity scores were calculated using an algorithm incorporating both overall industry
impact as well as vehicle volume (both current and projected). Below are the factors that went into the algorithm:
Vehicles-in-Operation (VIO) Data
Total number of registered vehicle models
currently on the road in the United States.
New Vehicle Model Sales
Projected new vehicle sales for a vehicle
model (2020-2026).
Vehicle Model Accessorization Rate
VOLUME IMPACT
Average Aftermarket Spending
On Each Vehicle Model
Average Number of
Aftermarket Parts Installed
On Vehicle Model
Enthusiast Ownership of
Vehicle Model
Part Category Purchasing
Purchase incidence of
aftermarket product categories
for each vehicle model
INDUSTRY IMPACT
Both Current and Projected
Based on 2017 & 2018 SEMA US Market Data
NOTE: Only vehicle models with sufficient aftermarket purchasing behavior data included in the model
PRODUCT CATEGORY DEFINITIONS
82
Intake Products
• Intake/Fuel/Exhaust Products (e.g. exhaust kits,
turbochargers, fuel pumps, etc.)
Handling Products
• Wheels & Tires (e.g. aluminum or alloy wheels,
off-road/plus-sized tires, performance tires, etc.)
• Suspension/Brakes Products (e.g. brake pads,
performance brakes, lift kits, etc.)
Engine/Drivetrain Products
• Engine Electrical and Ignition Products (e.g.
alternator, performance batteries, etc.)
• Internal Engine and Cooling Products (e.g. valve
covers, engine swap, radiator, etc.)
• Drivetrain Products (e.g. clutches, driveshaft,
performance transmission, etc.)
Safety Products
• Driver Assist Systems (e.g. backup camera, blind
spot monitoring, etc.)
• Safety Gear (e.g. roll cage, seat belts, etc.)
Accessory/Appearance Products
• Exterior Body Accessories (e.g. decals, window
tinting/lamination, body kit, etc.)
• Chemicals (e.g. performance oil, polish, etc.)
• Interior Products (e.g. seats, gauges, pedals,
etc.)
• Lighting Products (e.g. interior/exterior lighting,
etc.)
• Mobile Electronics (e.g. stereo, alarm, GPS)
• Exterior Utility Accessories (e.g. hitches, racks,
drop-in/spray-on bedliners, pickup caps, etc.)
Here are the products and accessories that went into the product categories used in this report.
VEHICLE NET DEFINITIONS
83
Vehicle models with rebadged variants or with multiple trim levels were combined for simplicity in the analysis. Here are the
netted models referenced in the report:
Audi A4
Audi A4, S4, RS4
Audi Q5
Audi Q5, SQ5
Chevrolet Blazer
Chevrolet S
-10 Blazer, Chevrolet T-10 Blazer, GMC S-15 Jimmy,
GMC T
-15 Jimmy, Oldsmobile Bravada
Chevrolet Camaro
Chevrolet Camaro, Pontiac Firebird
Chevrolet Suburban
Chevrolet or GMC Suburban
Chevrolet Tahoe
Chevrolet Tahoe, GMC Yukon
Chevy Traverse
Chevrolet Traverse, Buick Enclave, Saturn Outlook, GMC Acadia
Dodge Challenger
Dodge Challenger, Plymouth Barracuda
Dodge Dakota
Dodge Dakota, Mitsubishi Raider
Dodge Durango
Dodge Durango, Chrysler Aspen
Ford Escape
Ford Escape, Mazda Tribute, Mercury Mariner
Ford Explorer
Ford Explorer, Mercury Mountaineer, Lincoln Aviator, Mazda Navajo
Ford Expedition
Ford Expedition, Lincoln Navigator
Ford Mustang
Mercury Capri (model years 1979
-1993 only), Ford Mustang
Ford Ranger
Ford Ranger, Ford Courier, Mazda B
-Series
GM Full-Size Pickup
Chevrolet or GMC C/K Series Pickup, Chevrolet Silverado, Chevrolet
Avalanche, GMC Sierra, Cadillac Escalade EXT.
GM Mid-Size
Chevrolet S10 Pickup, GMC S15 Pickup, Chevrolet Colorado, GMC
Sonoma, GMC Canyon, Isuzu I Series, Isuzu Hombre.
Nissan Frontier
Nissan Frontier, Suzuki Equator
Nissan Maxima
Nissan/Datsun Maxima, Nissan/Datsun 810, Infinti I30, Infiniti I35
Nissan Titan
All Nissan/Datsun Full
-Size Trucks, including Titan, King Cab, and
Half
-Ton
Subaru Impreza
Subaru Impreza, Subaru WRX, Subaru Hatchback, Saab 9
-2X
Toyota Corolla
Toyota Corolla, Scion iM
Toyota Prius
Toyota Prius, Prius C, Prius V, Prius Prime
VW Golf
Volkswagen Golf, Golf GTI, Rabbit, Cabrio and Cabriolet
VW Jetta
Volkswagen Jetta, Volkswagen Jetta GLI
Note: Only vehicle models with sufficient data included in analysis.
WANT TO LEARN MORE?
84
Download the latest analysis and reports from SEMA Market Research for free at www.sema.org/research.
2019 SEMA Market Report
Modern Muscle Car Accessorizer Report
SEMA Industry Perspectives Report – 2019
SEMA Future Trends Report
SEMA Young Accessorizers Report
SEMA Jeep Wrangler Report
Advanced Vehicle Technology Opportunity Study
SEMA Pickup Report
SEMA Member VIO Program
Adding a new product? Looking to expand? Our members-only VIO program can tell you how many vehicles (and thus potential
customers) are out there for your products. Select vehicle sales data also available to members. Learn more at www.sema.org/VIO.
Questions?
85
Comments and suggestions appreciated.
Happy to provide clarifications.
SEMA Market Research is here to help.
Download all SEMA Market Research reports for
free at www.sema.org/research.
© Specialty Equipment Market Association 2019
This report is for the user's personal and noncommercial use only. User may not modify, copy,
distribute, display, reproduce, publish, transmit, license, create derivative works from, transfer or
sell any information from this report without SEMA’s written authorization.
Kyle Cheng
Research Manager
909-378-4861
Matt Kennedy
Research Manager
909-978-6730
Gavin Knapp
Director, Market Research
909-978-6712
