The automotive specialty-equipment parts and accessories industry continues to thrive as a result of the enthusiasm automotive consumers have for accessorizing and boosting the performance of their rides?turning their vehicles into personalized dream machines. Sales of automotive appearance accessories, suspension and handling, and performance products continue to climb each year?sales at the retail level grew 9.68% from 2004

to 2005, reaching $34 billion in 2005.

New consumers entering the market (i.e. new drivers, existing drivers with a newly sparked interest in vehicle accessorization, etc.), new vehicle models from the OEMs, and new products developed at the manufacturer level each contribute to the ever-growing specialty equipment industry. Automotive enthusiasts?those consumers that are passionate about the vehicles they drive?customize their cars and trucks to reflect their lifestyles. These enthusiasts look to magazines and other automotive media for the

latest trends and to hottest new products available for their rides. Enthusiast, therefore, are the key driving force to the continuous growth experienced by the specialty equipment industry. These enthusiasts tend to be the opinion leaders for the rest of the automotive customization world of consumers casually looking to add some personalization and comfort to the vehicles they drive.

In an attempt to further understand the attitudes and buying

behaviors of automotive enthusiasts, SEMA surveyed automotive

enthusiasts through an online survey that was emailed to

subscribers to 21 different automotive enthusiast magazines.

SEMA administered the surveyed during the month of June

2006, which is exactly one year after SEMA first surveyed this

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consumer group. A total of 4,896 responses were received

as of July 14?survey respondents were predominately male

(96%), an average age 43 years old (although ages were evenly

distributed between the ages of 16 and 58), and have persued

higher education (64% with at least some college, excluding

trade schools). Although the survey does not represent a random

sample, had the survey been random the results would be

accurate to plus or minus 1.4% assuming a 95% confidence level.

Automotive Enthusiast Buying Habits,

Lifestyles and Demographics

So what vehicle

accessories and

equipment are

consumers purchasing

first for their

vehicles? SEMA

put together a list of

90 vehicle accessory

and appearance,

suspension and

handling and

performance products

and asked automotive

enthusiasts which

item they purchased

first for their vehicles.

It is no surprise that

aluminum wheels

rank among the top

accessories purchased

first, but notice that

enthusiasts are also

purchasing several performance products for their cars and

light-trucks. Over the past year performance upgrades appear

to be top of mind for enthusiasts looking to modify their car

or truck. Enthusiasts are looking less at dress-up items, such

as body kits, and spending their money first on performance

upgrades.

Air intake and exhaust upgrades top the list of what enthusiasts

are first purchasing for their rides. This could be a result of

two underlying factors: the typical costs for these upgrades