By Ashley Reyes
Young enthusiasts are an important part of the automotive specialty-equipment industry. According to the "2024 SEMA Market Report," half of those modifying their cars and trucks are under the age of 40, and people grow less likely to buy aftermarket parts as they get older.
"There's a popular misperception that younger generations aren't into personalizing their cars," said SEMA Market Research Director Gavin Knapp. "However, our research shows that young accessorizers are still crazy about their vehicles, although the way they interact and modify them looks different than it did years ago."
Modifying vehicles gives young people an outlet to express who they are and gives them projects to share with their friends. Social media has also impacted the way the younger generation views and enjoys vehicles, whether it be posting their projects for their followers or following influencers to see their latest builds and products of choice. Aftermarket companies can benefit, both in sales and brand loyalty, by working with social-media influencers to target younger audiences and aligning their business strategies to meet the needs of customers across all age groups.
Where Accessorizers Are Buying Parts
Online shopping is a mainstay for purchasing parts across all ages; however, accessorizers under 40 are more likely to order online and pick up or install their parts in-store compared to older consumers.
In 2023, 20% of parts purchased were ordered online and picked up in-store by accessorizers under 40. This highlights the importance of immediacy and convenience for young buyers who want their parts in hand as quickly as possible.
What Parts Accessorizers Are Buying
Young accessorizers are more likely to purchase wheels, lighting, and appearance products. In 2023, 28% of vehicles that were modified with wheel and tire products belonged to accessorizers aged 16-29, and 24% to those aged 30-39. Additionally, 19% of vehicles that were modified with lighting products were made by accessorizers under 40.
While all age groups personalize and buy parts, young enthusiasts are also often more willing to look for products to make complex, under-the-hood performance upgrades.
What Types of Vehicles Accessorizers Own
Younger modifiers are more likely to own passenger cars, such as Honda Civics, Ford Mustangs, or Subaru BRZs, which may be less expensive to buy or available as a hand-me-down.
The share of CUVs within the U.S. fleet is also increasing, making it important for the industry to offer CUV parts and accessories for owners to personalize their vehicles. Both CUVs and pickups are popular vehicle segments for older accessorizers who may be looking for more utility and willing to pay higher costs of purchasing.
What This Means for the Industry
Understanding customization trends among consumers is essential for businesses to remain competitive. By embracing this information, businesses can position themselves for long-term growth and meet the needs of diverse customers across the entire age spectrum.
SEMA's Market Research team is dedicated to providing members and the broader automotive specialty-equipment industry with information to make better business decisions. While their primary focus is developing research reports on the industry and consumers, they are always happy to answer questions about the industry.
SEMA business members can download the complete "2024 SEMA Market Report" at sema.org/research.
For additional questions, contact SEMA Market Research Director Gavin Knapp at Gavink@sema.org.