SEMA News—June 2011 2011 Report Examines Truck Ownership and Accessory Purchases
The “2011 Pickup Truck Report” is now available as a free download to SEMA members and to nonmembers for only $99.95 at www.sema.org/2011pickupreport. It delves even further into the marketplace than the previous report published in 2008. The U.S. light-truck market is incredibly broad. Used for general transportation, commercial applications and recreation, light trucks comprise the single largest category for businesses in the automotive specialty-equipment industry. Indeed, trucks and the accessories built for them are so popular that they have laid claim to their own exhibit hall at the annual SEMA Show in Las Vegas. While the light-truck market encompasses vans, crossovers, SUVs and some specially constructed vehicles, pickups make up the lion’s share of the market for SEMA members. The nation’s first and second top-selling vehicles are—and have been for years—the Ford F-Series and Chevrolet Silverado pickup lines.
SEMA periodically canvasses truck owners to stay abreast of the market, and the association has just released a new survey—“2011 SEMA Pickup Truck Report”—to augment its research findings about the category. The new analysis is now available as a free download to SEMA members and to nonmembers for only $99.95. It supersedes a similar report that was released in 2008 but delves even further into the marketplace.
The 2008 version covered only late-model offerings, focusing on ’07 and ’08 midsize and fullsize pickups. The new report covers a decade’s worth of vehicles, ranging from the ’01 to the ’11 model years. It includes information about 15 individual models as well as sales and popularity data on more than three dozen types of accessories.
The study was conducted by Hedges & Company, the well-known specialty-equipment marketing firm that also produces the monthly SEMA Financial Benchmarking reports and specializes in market research, database marketing and managed e-mail marketing. Hedges & Company surveyed more than 2,000 midsize and fullsize truck owners from across the United States.
Top Ten Accessories Installed/Planned to Install:
’01–’11 Fullsize Pickup Owners
Custom Front Grille 19.60
Air Cleaner/Intake 18.20
Performance Tires 17.90%
Performance Exhaust 14.70%
Custom Floor Mats 10.60%
Custom Wheels 9.80%
Navigation Systems 9.70%
Heavy Duty Trailer Hitch 9.60%
Trailer Brake Controller 9
Top 10 Accessories Installed/Planned to Install: ’01–’11 Midsize Pickup Owners
Performance Tires 16.70% Air Cleaner/Intake 15.30%
Navigation Systems 10.20%
Custom Front Grille 8.80%
Heavy-Duty Trailer Hitch 8.80% Performance Exhaust 8.40%
Side Window Drip Guard 8.40%
Custom Wheels 7.40%
Tool Box 7.40%
Bed Mat 7.00