how they shop sema pickup reportthis report profiles owners of 2010–2016 pickups who have...

SEMA PICKUP REPORT

TO LEARN WHY RESEARCH MATTERS, VISIT SEMA.ORG/RESEARCH

WH

AT

’S I

NS

IDE 16 HOW THEY SHOP

21 WHAT THEY BUY

28 WHAT THEY DO

2016

POWERED BY

1 S E M A P I C K U P R E P O R T

Table of Contents

Report Overview 03

Pickup Market 04

Key Findings 07

How They Shop 16

What They Buy 21

What They Do 28

Details–Shopping 41

Details–Buying 46

Details–Activities 55

Details–Demographics 68

Methodology and Contact Information 82


How Can This Report Help My Business?

Utilizing the information here can help your business:

• Profile target consumers: By looking at accessory purchases, vehicle usage, and

interests, you can better understand the buyers that are likely to be your company’s

customers. Understanding the needs of these key consumers can help you better serve

your customers.

• Expand customer base: Expansion opportunities may exist with customers you haven’t

previously targeted. By recognizing the similar needs and interests of pickup consumers,

you may be able to tailor existing services to prospective crossover segments.

• Messaging: Consumer needs and benefits, along with interests and hobbies, can point to

refined and targeted messaging that will resonate with your customers.

• Marketing: Purchase and research sites, hobbies/interests, and vehicle usage can be

used to refine your marketing strategy and advertising channels.

• Product development: Vehicle usage, interests/hobbies, and parts purchase patterns

can spark ideas for new products, line extensions, feature enhancements and cross-

selling opportunities for target consumers.

• Assess market potential: Purchase habits and accessorization patterns can help define

the market size and overall potential.

This report profiles owners of 2010–2016 pickups who have purchased upgraded parts or accessories. Any reference to pickup

owners, accessorizers or upgraders refers to those that have upgraded their truck.

• Unless otherwise noted, data presented in the report refers to the percentage of pickup accessorizers, not all pickup owners.


Report Overview

Pickups are a key part of the specialty-equipment market, representing the single largest sector of our industry.While much of the common wisdom about pickup owners holds, it is also important to remember the market is very diverse.

• Pickup accessorizers are not as gray as some may suggest – Owners under 30 are more likely to perform complex or ambitious customizing of their truck

• The core pickup modifier is likely under 50, lives in an urban or suburban area and is passionate about their truck– But older, rural and less-engaged consumers still make up a large market for parts that improve the truck’s convenience,

utility or reliability (e.g. side steps, bedliners, window tinting/lamination)

• Pickup owners have similar needs regardless of brand of truck– Though some brands may appeal to younger drivers

• Pickup owners shop online – More than half of accessorizers have purchased parts online

– But brick-and-mortar auto parts stores are still the largest single source of upgrades and accessories

• Exterior and truck bed accessories appeal to all types of pickup owners – While more radical changes to appearance, performance or handling are interesting to enthusiast buyers

• Trucks owners like outdoor activities– But sports and automotive are also on their minds

52 million pickups in the U.S.—20% of all cars on the road 39% of pickup owners accessorize or modify

13 million newer (2010—2016 model year) pickups 26% of specialty-equipment part sales for pickups


PICKUPMARKET

52 million pickups registered in U.S.

13 Million 2010—2016 model year

Pickups account for one-fourth of specialty-equipment industry sales


52 Million Pickups Are on the Road in the U.S.

• Texas and California combined contain 20% of the pickups in the U.S.

• 2.5 million new fullsize and midsize pickups were sold in 2015.

20% of the passenger

vehicles in the U.S.

are pickups

Where are pickups?

Texas

California

Florida

All other states

are 3% or less

20%

11%

9%

5%

Darker shades indicate higher

numbers of trucks within a state

Source: SEMA Member VIO, powered by Experian.


Pickup Parts Represent One-Fourth of Specialty-Equipment Sales

• Pickups share of accessory/upgrade sales is greater than their share of vehicles on the road.

• Full-size GM and Ford trucks represent the largest share of registered pickups in the U.S.

Small Car, 7%

Mid-

Range/Traditi

onal Car,

20%

Upscale Car,

7%

Sports Car,

6%

Alternative

Power, 1%

CUV, 14%

SUV, 15%

Pickup, 26%

Van, 3%

Vehicles in Operation (2010–2016 Model Years)Share of 2015 Accessory/Upgrade Sales

Truck Group

Num. Of

Registered

Vehicles

Share of

2010–2016

Pickups

Share of

2010–2016

Vehicles

4,080,074 33% 4%

4,069,894 33% 4%

2,087,360 17% 2%

2,776,675 22% 3%

Silverado/Sierra 1500/2500/3500, Cadillac Escalade EXT

F-150/F-250/F-350

1500/2500/3500

GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, Nissan Frontier/Titan

OTHER

Source: SEMA Member VIO, powered by Experian. VIO estimates as of 6/30/16Source: 2016 SEMA Market Report Note: Percentage of sales for

passenger vehicles only


KEY TAKEAWAYS

• Pickup accessorizers behave similarly across brands

• Younger owners are more likely to accessorize their pickup

• Outdoor themes resonate with pickup owners


Under 30

30-49

50+

53%

32%

16%

Profile of GM Pickup Accessorizer

I drive a GM!(GM (Silverado/Sierra 1500/2500/3500, Cadillac Escalade EXT)

Age

Marital Status

53%Truck Enthusiast

Top Products

Purchased

Top Products Intend

to Purchase

Performance Motor Oil/Synthetic OilGrille Guard, Brush Guard

or Skid Plate

Polish/Wax and Cleaning Products Head Lights, Taillights

Floor MatsEngine/Injector Cleaner, Treatments

and Fuel Additives

Drop-in or Spray-on BedlinerBody Decals/Graphics/Body

Emblems

Side Steps/Running Boards Grille

39%

Likelihood to Modify

Top 5 Words that Best Describe Truck

% Married/Living Together With Children

% Married/Living Together No Children

% Single

ReliableDependable

CoolSafeClean

53%

52%

49%

42%

34%

Travel

Hunting/Fishing

Camping/Hiking

Watch Live Sporting Events

Gardening/Landscaping

50%

44%

58%

71%

49%

47%

50%

35%

17%

38%

97%

94%

93%

88%

87%

Take a shorter pleasure drive

Carry passengers in the rear

seat

Take a multi-day pleasure

drive

Install upgrades or

accessories

Go camping, hunting, fishing

or other outdoor recreation

How Truck Is Used Activities (participate on regular basis)

Recreation Vehicle Ownership

36%

32%

29%

24%

20%

Boat

ATV/Quad runner

Utility Trailer

Travel Trailer/Camper

Recreational Trailer

Occasionally used Used often

20%

49%

31%


Under 30

30-49

50+

19%

50%

32%

41%

34%

24%

Profile of Ford Pickup Accessorizer

I drive a GM!(GM (Silverado/Sierra 1500/2500/3500, Cadillac Escalade EXT)

Age

Marital Status

Truck Enthusiast

Top Products

Purchased

Top Products Intend

to Purchase

Polish/Wax and Cleaning ProductsEngine/Injector Cleaner, Treatments

and Fuel Additives

Performance Motor Oil/Synthetic Oil Performance Motor Oil/Synthetic Oil

Floor Mats Bumper/Fender Trim

Engine/Injector Cleaner, Treatments

and Fuel AdditivesPolish/Wax and Cleaning Products

Drop-in or Spray-on BedlinerBody Decals/Graphics/Body

Emblems

Top 5 Words That Best Describe Truck



% Single

SafeComfortableFunctional

CoolReliable

60%

51%

49%

46%

38%

Travel

Hunting/Fishing

Camping/Hiking

Watching live sports

Bicycling

56%

40%

63%

51%

63%

43%

54%

31%

37%

25%

98%

94%

94%

87%

87%



seat


drive



Shop specifically for new

parts / accessories at a

physical location



35%

34%

25%

23%

21%

Boat

ATV/Quad runner

Utility Trailer

Recreation Trailer



I drive a Ford!(F-150/F-250/F-350)

49%

37%



Under 30

30-49

50+

42%

38%

19%

Profile of RAM Pickup Accessorizer

Age

Marital Status

Truck Enthusiast

Top Products

Purchased

Top Products Intend

to Purchase

Side Steps/Running Boards Wheel Splash Guards

Drop-in or Spray-on BedlinerGrille Guard, Brush Guard or Skid

Plate

Floor Mats Exterior Lighting Add-on

Polish/Wax and Cleaning Products Head Lights, Taillights

Trailer HitchEngine/Injector Cleaner, Treatments

and Fuel Additives




% Single

FunctionalComfortable

SafeCleanReliable

55%

51%

47%

46%

37%

Travel


Hunting/Fishing

Camping/Hiking


63%

52%

68%

65%

73%

33%

41%

20%

22%

12%

96%

93%

88%

87%

85%



seat


drive

Browse the internet for new

ideas on how to upgrade /

accessorize my truck

Shop specifically for new

parts / accessories at a

physical location



26%

23%

20%

19%

18%

Boat

Utility Trailer

ATV/Quad runner

On road/dual purpose

motorcycle



I drive a RAM!(1500/2500/3500)

44%

42%

12%

40%

48%



Under 30

30-49

50+

50%

26%

23%

Profile of Other Pickup Accessorizer

Age

Marital Status

Truck Enthusiast

Top Products

Purchased

Top Products Intend

to Purchase

Floor Mats Side Window Drip Guard

Performance Motor Oil/Synthetic Oil Side Steps/Running Boards

Polish/Wax and Cleaning Products Seat Covers

Side Steps/Running Boards Fog Lights

Engine/Injector Cleaner, Treatments

and Fuel AdditivesExterior Lighting Add-on




% Single

SafeCool

DependableCleanReliable

56%

47%

45%

43%

39%

39%

Travel

Camping/Hiking

Hunting/Fishing


Playing Video Games


52%

61%

46%

56%

67%

46%

32%

44%

34%

23%

97%

92%

90%

90%

89%



drive


seat

Carry outdoor recreation

items in truck bed

Install upgrades or

accessories



30%

24%

22%

19%

17%

17%

Boat

ATV/Quad runner


Utility Trailer


motorcycle

Recreation trailer


22%

56%

22%

I drive a _____!(GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, Nissan Frontier/Titan)

51%

41%



• Most engaged and enthusiastic.

• Purchase higher number of parts.

• More daring in their modifications.

• More likely to try complex performance and

handling upgrades or when modifying their

truck for off-road driving.

• Comfortable shopping at a variety of

channels, including online retailers

and auction sites and directly from

parts manufacturers.

• May respond well to messaging around

styling and performance; go anywhere

and do anything.

• Engaged but less aggressive

with modifications.

• Purchase an average number of parts.

• May make more concessions to practicality

and passenger comfort.

• Family concerns may push compromises in

their budgets and part selections.

• May be more diligent about maintenance and

polishing/cleaning the exterior.


versatility and function; a truck that can

handle anything that life throws at you.

• Less engaged in the scene.

• Purchase relatively few parts or accessories.

• Focus on more practical or utilitarian

upgrades to their truck.

• Especially truck bed accessories such as

bedliners, mats and covers, and side

steps/running boards.

• They are more often rural, where a lack of

nearby repair shops may contribute to being

more wary of complex modifications.

• Less likely to be core hobbyists who enjoy

tinkering and more likely to leave installation

and maintenance to professionals.

• Less likely to use DIY-oriented purchase

channels like auctions sites or direct

from manufacturer.


durability and reliability; safe and functional.

How Do Age Groups Differ?

Under 30 30–49 50+Contrary to media doom and gloom, younger people are more likely to be enthusiastic accessorizers.


Pickup Accessorizer Buyer Types

• Even split between Enthusiasts (more savvy and engaged accessorizers) and Non-Enthusiasts.

• Enthusiasts purchase more parts, particularly performance related upgrades and are more likely work on their own truck.

• Non-enthusiasts are more likely concerned with functional modifications to their vehicle.

Builder, 20%

Driver, 10%

In-Crowd, 20%

Handyman, 8%

Commuter, 20%

DIFM, 23%

Buyer Segments Among Pickup

Accessorizers

Enthusiasts, 49%Non-Enthusiasts, 51%

Enthusiast Segments

BuilderThe core hobbyist. They focus on the enjoyment and

satisfaction gained from working on their vehicles.

DriverPerformance enthusiasts. They accessorize and modify with an

eye toward the enjoyment they get from using their vehicles.

In-CrowdEnjoy the social aspects and recognition they get from having

a unique or high-profile vehicle. More frequent car club and

show attendees.

Non-Enthusiast Segments

HandymanDo it yourself mechanic. They work on their vehicles to save

money and prolong vehicle life and may be open to upgrades

as part of repair projects.

CommuterThe everyday driver. They view their vehicles more as functional

tools for getting around than reflections of their interests

or lifestyle.

DIFMThe least savvy owners. They rely on their mechanic for all

vehicle maintenance and upgrade needs.

More info on the SEMA Consumer Segmentation is available at: www.sema.org/research


• By definition, more passionate about modifying their vehicle.

• Purchase more parts.

• More willing to make complex changes to engine,

intake/fuel/exhaust, and handling.

• More willing to shop for parts online.

• Often research new part ideas on their own or take inspiration

from social media or truck-related programming.

• More engaged in the automotive overall.

• Skew slightly younger.

• Automotive publications (especially those related to auto

accessories and trucks or off-road vehicles) are more likely

to be effective ways to reach them.

• More likely to use their truck for outdoor activities

and off-roading.

• This group may be swayed by messages promoting the vision

of the truck they want to build.

• More likely to favor practical or utilitarian upgrades rather

than extensive performance updates.

• Purchase fewer parts in general.

• Likely to be interested in bedliners, side steps/running boards,

custom floor mats, and other accessories that may be

perceived as low-hassle but useful.

• More likely to shop at physical locations.

• More often seek advice from professionals rather than having

a network to draw upon.

• More often wanting to hand off the installation to on-site

professionals.

• Less engaged in automotive hobbyist scenes but share

enthusiasts’ interests in live sporting events or outdoor

activities such as hunting, camping and fishing.

• Given their preferences, marketing your products as safe and

reliable for everyday use and enhancing the truck’s

convenience or utility may be a good strategy for appealing to

them. Retailers will want to make sure they have helpful and

knowledgeable salespeople as well.

How Do Truck Enthusiasts Differ?

Enthusiasts Non-Enthusiasts


• Urban accessorizers tend to be younger and more

enthusiastic about modifying their truck.

• More willing to make more complex or sophisticated

modifications to their truck, perhaps in part due to better

access to both retailers and repair shops.

• Urban pickup accessorizers shop at a wider variety

of locations.

• More likely to show off their truck at shows or use it for racing

or off-road driving events.

• Despite their location, they are often interested in outdoor

activities (though not quite as much as rural accessorizers).

• More likely to be engaged in the specialty-equipment or

hobbyist scenes, and related publications or events will be

better suited to reaching them.

• Less likely to modify their truck in ways that may be perceived

as reducing the truck’s reliability.

• Parts or accessories that enhance the truck’s durability or

cargo capacity may have appeal.

• Rural accessorizers are just as comfortable shopping for and

researching parts online as urban consumers, so online

channels are effective marketing where in-person options

are scarcer.

• Outdoor activities such as hunting, fishing, camping,

gardening/landscaping, etc. may be more of a way of life.

• Emphasizing the dependability and longevity of your products

may help appeal to rural accessorizers who may not have

easy access to repairs if something breaks.

How Does Primary Residence Differ?

Urban Rural


HOW THEY SHOP

• Three-fourths do research online• Auto parts retailers are key

purchase channels• Older accessorizers buy more parts

from dealerships and general retailers


Where Pickup Accessorizers Shop

• While many have shopped for parts at dealerships, they represent a small share of actual purchases.

• Most pickup accessorizers have shopped for parts online and use the internet to research new part ideas.

• Having product information available online is now a must for specialty-equipment manufacturers.

23%

25%

27%

28%

33%

38%

39%

44%

44%

51%Auto Dealership

Auto Parts Chain–Physical Location(e.g., Auto Zone, O'Reilly's)

Online General Retailer (e.g., Amazon)

Auto Parts Chain-Online (e.g., Auto Zone, O'Reilly's)

Independent Specialty AutomotiveRetailer/Installer

Online Automotive Retailer(e.g., Autoanything.com, Realtruck.com, Truckaddons.com)

Direct from Parts Manufacturer

General Retail Chain–Physical Location(e.g., Target, Walmart, Sears)

Online Auction Site (e.g., eBay)

Custom Fabricator

Tire Dealership (e.g., Discount Tire)

General Retail Chain—Online (e.g., Target, Walmart, Sears)

Mail=Order Catalog

Auto Show/Exhibit/Event

Online classified ads (e.g., Craigslist)

Online marketplaces and general retailers(e.g., Amazon, eBay, Craigslist)

Talking to people in your personal network (e.g., friends, family, colleagues)

Looking at products in retail stores/shops(e.g., Auto Zone, Walmart)

Automotive retailer websites (e.g., autoanything.com, realtruck.com, truckaddons.com)

Consulting with professionals (e.g., experts, salespeople, mechanics)

Parts manufacturer websites

Online product reviews

Visiting auto dealerships

Auto manufacturer websites (e.g., Ford, Chevrolet)

Visiting auto customization shops or independent specialty garages

Key Sources for Part/Accessory Information Purchase Channels Ever Shopped

41%

30%

29%

25%

21%

19%

16%

15%

13%

13%

13%

11%

9%

8%

4%

59% Have Shopped

Online

75% Have Researched

Parts Online


Auto Parts Retailer/ Installer–PHYSICAL

Auto Parts Retailer–ONLINE

Auction Sites/ Classifieds

Direct From Parts Manufacturer

General Retailer–PHYSICAL

General Retailer–ONLINE

Other (Auto dealers, Auto Shows, etc.)

30% of Purchases 16% of Purchases 8% of Purchases 12% of Purchases 16% of Purchases 12% of Purchases 5% of Purchases

Performance Motor

Oil/Synthetic OilSide Steps/Running Boards Exterior Lighting Add-on Floor Mats

Polish/Wax and Cleaning

ProductsFloor Mats Drop-in or Spray-on Bedliner

Engine/Injector Cleaner,

Treatments and

Fuel Additives

Floor Mats Pedals, Pedal Covers Side Steps/Running BoardsPerformance Motor

Oil/Synthetic OilGPS Navigation System Side Steps/Running Boards

Polish/Wax and

Cleaning ProductsTonneau Cover–Soft Alloy Wheels Drop-in or Spray-on Bedliner Floor Mats Seat Covers Window Tinting/Lamination

Drop-in or Spray-on Bedliner Side Window Drip Guard Knobs/Handles Wheel Splash Guards

Engine/Injector Cleaner,

Treatments and

Fuel Additives

Side Steps/Running Boards Satellite Radio

Window Tinting/LaminationGrille Guard, Brush Guard

or Skip Plate

Body Decals/Graphics/

Body EmblemsBed Mat Trailer Hitch

Body Decals/Graphics/Body

EmblemsTrailer Hitch

Pickup Owners Look to Different Retail Channels for Different Parts

• Auto parts retailers account for nearly half of purchases, with in-store purchases being especially common, though accessorizers seem to prefer purchasing different products in-store versus online.

• Off-the-shelf items such as Chemicals are big sellers at physical locations, while larger and specialty items that are more difficult to stock are common in online purchases.

Top 5 Products Purchased in Each Retail Channel


Auto Parts Retailer/Installer–

Physical

Auto Parts Retailer–Online

General Retailer–Physical


General Retailer–Online

Auction Sites/Classifieds

Dealership/Other

Don't Know

Owners of Different Pickup Brands Shop Similarly

30%

16%

16%

12%

12%

8%

5%

1%

• While dealerships are a commonly used channel for pickup modifications, accessorizers purchase only a small fraction of their parts there.

• Auto parts retailers (chain and specialty stores) present the biggest opportunity to connect with truck owners.

TOTAL

28%

18%

17%

11%

9%

11%

4%

1%

26%

14%

17%

13%

13%

9%

6%

2%

33%

15%

17%

13%

11%

4%

7%

1%

32%

17%

13%

12%

12%

8%

4%

2%


F-150/F-250/F-350 GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, Nissan Frontier/Titan

1500/2500/3500

OTHER


Auto Parts Retailer/Installer-

Physical

Auto Parts Retailer-Online

General Retailer-Physical


General Retailer-Online

Auction Sites/Classifieds

Dealership/Other

Don't Know

Younger Owners Purchase From a Wide Variety of Retail Sources

Under 30 30–49 50+

30%

16%

16%

12%

12%

8%

5%

1%

• While both accessorizers under 30 and 30–49 use a variety of channels, younger owners have a slightly higher preference for online channels.

• Pickup accessorizers over 50 rely more heavily on physical retailers and dealerships, as they are more likely to purchase less complicated upgrades and utilize professional installation.

TOTAL

25%

17%

14%

14%

15%

11%

2%

2%

31%

17%

15%

12%

11%

9%

4%

1%

34%

13%

21%

9%

9%

1%

10%

2%


WHAT THEY BUY

• Exterior and truck bed modifications are the top sellers

• Younger accesorizers more likely to make complex upgrades

• Older owner are more likely to focus on functional upgrades


Exterior (grille guards, decals, side steps)

Truck Bed Accessories (tonneaucovers, bedliner, caps)

Interior (gauges, pedals, floor mats)

Chemicals (fuel additives, synthetic oil)

Lighting (headlights, fog lamps, interior lights)

Wheels/Tires (off-road tires, alloy wheels, hubcaps)

Mobile Electronics (GPS, satellite radio, remote start)

Towing and Storage (trailer hitch, cargo carriers, winches)

Suspension/Brakes/Steering (brake upgrade kits, shocks, lift kits)

Engine (gaskets, batteries, alternator, hoses)

Intake/Fuel/Exhaust (exhaust kits, pipes, injectors)

Drivetrain (clutches, transmission, axles, U-joints)

Safety Gear (helmets, roll bar, fire extinguisher)

Types of Parts They Buy

54%

50%

42%

41%

41%

40%

31%

31%

27%

26%

23%

12%

12%

• Pickup accessorizers are most interested in exterior and truck bed accessory products, though there are variations by vehicle make and model.

o RAM accessorizers are the most likely to buy products in these two categories, particularly purchases of side steps/running boards.

• RAM owners are more likely to be interested in utilitarian options, which might be due to an older owner profile.

TOTAL

48%

52%

41%

42%

41%

48%

30%

31%

33%

29%

27%

13%

12%

53%

55%

45%

50%

42%

44%

35%

34%

31%

27%

23%

12%

14%

60%

58%

39%

36%

35%

33%

28%

29%

21%

16%

23%

6%

5%

57%

40%

44%

39%

45%

36%

32%

29%

23%

29%

19%

15%

15%



1500/2500/3500

OTHER


EXTERIORTRUCK BED

ACCESSORIESINTERIOR CHEMICALS LIGHTING

Top Pickup Parts and Accessories

• Apart from side steps, truck bed accessories, and floor mats, most of the top parts in these categories have interest in future purchases, implying that accessorizers may have multiple upgrades planned when they purchase from these categories.

Silverado/Sierra 1500/2500/3500,

Cadillac Escalade EXT

F-150/F-250/F-350

1500/2500/3500

GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, Nissan

Frontier/Titan

OTHER

Already Purchased

Intend to Purchase

24%

19%

15%

16%

16%

18%

22%

23%

24%

15%

12%

10%

40%

16%

20%

12%

16%

11%

23%

21%

21%

16%

15%

13%

Side Steps/Running Boards

Window Tinting/Lamination


Emblems


Emblems




Wheel Splash Guards




Emblems


24%

19%

14%

10%

7%

7%

28%

23%

13%

12%

6%

12%

32%

24%

17%

5%

4%

7%

17%

16%

13%

7%

6%

6%

Drop-in or Spray-on Bedliner

Bed Mat

Tailgate Protector


Bed Mat

Tonneau Cover – Hard


Bed Mat

Tonneau Cover–Hard


Bed Mat

Tonneau Cover–Soft

27%

11%

7%

14%

16%

16%

35%

19%

13%

11%

12%

7%

30%

9%

8%

6%

9%

5%

29%

18%

11%

14%

16%

13%

Floor Mats

Seat Covers

Dash Kits, Dash Covers

Floor Mats

Seat Covers

Pedals, Pedal Covers

Floor Mats

Seat Covers

Dash Kits, Dash Covers

Floor Mats

Seat Covers

Knobs/Handles

32%

32%

25%

15%

11%

18%

39%

40%

28%

18%

16%

23%

27%

23%

25%

10%

12%

8%

28%

28%

23%

14%

13%

15%

Performance Motor Oil/Synthetic Oil

Polish/Wax, Cleaning Products

Engine/Injector Cleaner, Treatments,

Fuel Additives


Polish/Wax, Cleaning Products


Fuel Additives

Polish/ Wax and Cleaning Products

Engine/Injector Cleaner, Treatments and Fuel Additives



Polish/Wax and Cleaning Products

Engine/Injector Cleaner, Treatments and Fuel Additives

16%

16%

13%

19%

16%

14%

23%

19%

16%

10%

11%

11%

11%

8%

13%

13%

15%

7%

19%

17%

18%

16%

16%

14%

Headlights, Taillights

Fog Lights

Exterior Lighting Add-on (e.g. underbody,

light bar, etc.)


Fog Lights


light bar, etc.)



light bar, etc.)

Fog Lights

Fog Lights


light bar, etc.)


• Top 3 parts in each category


WHEELS/TIRESMOBILE

ELECTRONICSTOWING AND

STORAGESUSPENSION/

BRAKES/STEERING ENGINE


• The top Towing and Storage parts are likely one-time purchases made shortly after acquiring the vehicle, while upgrades to the engine and handling may be multi-stage projects involving multiple purchases.

19%

20%

14%

12%

11%

16%

21%

18%

12%

10%

8%

12%

11%

9%

4%

9%

10%

7%

12%

11%

11%

14%

11%

10%

Tires–Off-Road/Plus-

Sized

Alloy Wheels

Tires–Performance

Road Tires


Sized

Alloy Wheels

Tires–Performance

Road Tires


Sized

Alloy Wheels

Tires–Snow/Winter

Tires


Sized

Tires–Performance

Road Tires

Alloy Wheels

17%

17%

13%

8%

5%

8%

22%

18%

15%

8%

7%

6%

13%

18%

12%

5%

3%

4%

19%

10%

15%

7%

9%

7%

GPS Navigation System

Satellite Radio

Alarm/Security System


Satellite Radio



Satellite Radio



Satellite Radio


24%

12%

10%

4%

7%

7%

26%

17%

16%

7%

6%

5%

26%

14%

6%

2%

2%

3%

17%

8%

8%

10%

7%

6%

Trailer Hitch

Trailer Brake Controller

Hitch-Mounted Cargo Carrier

Trailer Hitch

Bed-Mounted Tool Box


Trailer Hitch


Hitch-Mounted Cargo Carrier

Trailer Hitch

Bed-Mounted Tool Box


13%

11%

12%

12%

14%

11%

16%

12%

11%

9%

9%

9%

9%

6%

6%

7%

8%

6%

12%

10%

9%

10%

8%

8%

Brake Pads (e.g. ceramic, carbon

metallic, etc.)

Shocks

Lift Kits


metallic, etc.)

Shocks

Lift Kits


metallic, etc.)

Lift Kits

Shocks


metallic, etc.)

Shocks

Lift Kits

13%

10%

8%

14%

13%

14%

14%

11%

7%

9%

9%

10%

7%

4%

4%

6%

6%

6%

14%

9%

10%

14%

14%

9%

Battery/Battery Wraps

Gaskets

Ignition Controllers / Coils, Wires / Spark

Plugs


Ignition Controllers/Coils, Wires/Spark Plugs

Engine Management System/Performance

Chip/Computer



Engine Hoses (e.g. braided)



Engine Management System/Performance

Chip/Computer



F-150/F-250/F-350

1500/2500/3500

GM Colorado/Canyon, Honda Ridgeline, Toyota

Tacoma /Tundra, Nissan Frontier/Titan

OTHER

Already Purchased

Intend to Purchase





F-150/F-250/F-350

1500/2500/3500

GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, Nissan

Frontier/Titan

OTHER

INTAKE/FUEL/EXHAUST

DRIVETRAIN SAFETY GEAR


13%

9%

8%

11%

12%

12%

14%

13%

11%

8%

7%

7%

8%

5%

6%

9%

10%

7%

8%

7%

6%

10%

8%

7%

Exhaust Kit, Headers, Pipe Tip

Air Intake–Cold Air Intake Conversion

Air Intake–Performance Air Filter

Replacement



Replacement



Replacement




Replacement



5%

5%

5%

7%

6%

5%

4%

4%

4%

8%

7%

7%

2%

3%

1%

4%

2%

4%

8%

5%

6%

5%

8%

7%

Transmission –Performance

Upgrade

Step Shield

Axles

Axles

Transmission–Performance

Upgrade

U-Joints


Upgrade

Axles

Clutches/Clutch Plates/Flywheel


Upgrade

Axles

Transmission Cooler

6%

4%

4%

5%

5%

3%

9%

3%

4%

5%

7%

4%

3%

2%

1%

1%

1%

2%

9%

4%

4%

5%

7%

6%

Fire Extinguisher

Roll Cage/Bars

Racing Suit, Shoes, Gloves

Fire Extinguisher

Head Protection


Fire Extinguisher


Head Protection

Fire Extinguisher

Head Protection


Already Purchased

Intend to Purchase

• Similar to engine and handling upgrades, the relatively small share of accessorizers who modify the drivetrain or intake/fuel/exhaust systems may be looking at multiple purchases in order to fully customize their vehicle.



Exterior (grille guards, decals, side steps)

Truck Bed Accessories (Tonneau covers, bedliner, caps)

Interior (gauges, pedals, floor mats)

Chemicals (fuel additives, synthetic oil)

Lighting (headlights, fog lamps, interior lights)

Wheels/Tires (off road tires, alloy wheels, hubcaps)

Mobile Electronics (GPS, satellite radio, remote start)

Towing and Storage (trailer hitch, cargo carriers, winches)

Suspension/Brakes/Steering (brake upgrade kits, shocks, lift kits)

Engine (gaskets, batteries, alternator, hoses)

Intake/Fuel/Exhaust (exhaust kits, pipes, injectors)

Drivetrain (clutches, transmission, axles, U-joints)

Safety Gear (helmets, roll bar, fire extinguisher)

TOTALAge Enthusiasts Residence

54%

50%

42%

41%

41%

40%

31%

31%

27%

26%

23%

12%

12%

• Owners under 50, and especially under 30, are more inclined to make upgrades to their truck’s performance and handling and buy more products.

• Enthusiasts are interested in a wide range of products, while Non-Enthusiasts are more focused on functional modifications.

• Rural accessorizers are less interested than Urban in performance modifications but find bed accessories especially important.

57%

35%

50%

40%

58%

57%

47%

32%

46%

42%

34%

23%

17%

56%

50%

44%

46%

47%

49%

33%

32%

33%

30%

28%

15%

15%

50%

59%

34%

36%

21%

18%

19%

29%

8%

9%

9%

1%

4%

57%

48%

46%

46%

47%

47%

32%

33%

33%

30%

32%

13%

14%

51%

53%

39%

37%

35%

34%

30%

29%

22%

21%

14%

11%

11%

57%

47%

44%

42%

43%

42%

34%

30%

29%

29%

25%

16%

15%

50%

55%

38%

40%

37%

38%

27%

33%

24%

20%

20%

6%

7%

Suburban RuralUnder 30 30–49 50+ Enthusiasts Non-Enthusiasts

What Types of Parts They Buy


TOTAL

1 Side Steps/Running Boards Tonneau Cover–Soft Performance Motor Oil/Synthetic Oil Side Steps/Running Boards Performance Motor Oil/Synthetic Oil

2 Drop-in or Spray-on Bedliner Side Steps/Running BoardsEngine/Injector Cleaner, Treatments

and Fuel AdditivesDrop-in or Spray-on Bedliner Side Steps/Running Boards

3 Performance Motor Oil/Synthetic Oil Drop-in or Spray-on Bedliner Tonneau Cover–Hard Tonneau Cover–HardEngine/Injector Cleaner, Treatments

and Fuel Additives

4 Engine/Injector Cleaner, Treatments

and Fuel AdditivesTires - Off-Road/Plus-Sized Drop-in or Spray-on Bedliner Tonneau Cover–Soft Drop-in or Spray-on Bedliner

5 Tonneau Cover–SoftEngine/Injector Cleaner, Treatments

and Fuel AdditivesTonneau Cover–Soft Performance Motor Oil/Synthetic Oil Battery/Battery Wraps

6 Tonneau Cover–Hard Performance Motor Oil/Synthetic Oil Side Steps/Running BoardsEngine/Injector Cleaner, Treatments

and Fuel AdditivesTransmission - Performance Upgrade

7 Tires - Off-Road/Plus-Sized Tonneau Cover–Hard Tires–Off-Road/Plus-Sized Cap/Shell Tonneau Cover–Soft

8 Lift Kits Lift Kits GPS Navigation System Trailer Hitch Window Tinting/Lamination

9 GPS Navigation System Alloy Wheels Polish/Wax and Cleaning Products Window Tinting/Lamination Lift Kits

10 Transmission–Performance Upgrade Transmission–Performance Upgrade Exhaust Kit, Headers, Pipe Tip Lift Kits Tires–Off-Road/Plus-Sized

Top 10 Most Important Products Purchased

• While side steps, bedliners, bed covers, and engine chemicals are most commonly viewed as key purchases, more serious accesorizers may lean toward lift kits and off-road tires as the most important parts for achieving their vision for the truck.

T O P 10Silverado/Sierra 1500/2500/ 3500, Cadillac Escalade EXT

F-150/F-250/F-350 1500/2500/3500

OTHER



WHAT THEY DO

• Outdoor activities are key lifestyle activities for truck owners

• Younger accesorizers are more likely to attend truck shows/events

• Auto and truck publications/sites can reach many accessorizers


• Unsurprisingly, the majority of pickup accessorizers purchase rather than lease their truck. Most purchased their 2010 – 2016 pickup new.

• DIY versus DIFM installations are about evenly split and likely have more to do with the specific part than the brand of truck owned.

How They Purchase Truck

TOTALSilverado/Sierra 1500/2500/3500, Cadillac Escalade EXT

F-150/F-250/F-350 1500/2500/3500

Why you

Purchase Parts

85%

37%

32%

Replaced worn-out or damaged parts with factory

original or factory specification parts

Replaced worn-out or damaged parts with new

upgraded or high performance parts

Purchased new parts or accessories to change the

appearance, performance orfunction of my truck

Who Installs Products

Purchased

83%

41%

32%

89%

37%

32%

92%

25%

26%

80%

45%

38%

How

Purchased

78% 6%16%

1% 70% 9% 19% 1% 81% 5%14%

1% 79% 4%16%

1% 81% 4%14%

0%


OTHER

26% 25% 26% 23%

Always Mostly Mostly Always

23% 28% 26% 22%


27% 23% 24% 26%


29% 19% 26% 26%


24% 28% 28% 20%


someone else myself someone else myself someone else myself someone else myself someone else myself


Miles Driven Annually

How a Typical Pickup Is Equipped

TOTAL

Engine Fuel Type

Engine Size

Transmission Type

2WD/4WD

Gas/Diesel82%/15%

Automatic94%

4WD79%

8-Cyl62%

14,675

Automatic96%

4WD81%

8-Cyl77%

15,355

Automatic90%

4WD83%

8-Cyl58%

14,415

Automatic99%

4WD80%

8-Cyl78%

13,857

Automatic90%

4WD73%

8-Cyl42%

14,914

Expected Ownership

Period

4 years

most common…

4 years 4 years 5 years 4years

Gas/Diesel84%/14%

Gas/Diesel83%/15%

Gas/Diesel85%/13%

Gas/Diesel78%/17%


F-150/F-250/F-350 1500/2500/3500GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, Nissan Frontier/Titan

OTHER

• Fullsize pickup accessorizers usually have a V8, gasoline-powered, automatic transmission, 4WD truck.

• The Ford F-series and the midsize trucks are less likely to have a V8 engine.


TOTAL

How Often a Is Pickup Used for Recreation and Towing

• Outdoor recreation and road trips are common uses for an accessorizer’s truck, along with hauling both people and gear.

• Likely due to having more casual accessorizers, RAM owners are less interested in racing and club activities.

Used for:

Occasionally used

Used often

45%

52%

57%

47%

54%

55%

62%

50%

50%

26%

17%

12%

13%

47%

31%

16%

25%

17%

43%

30%

37%

21%

8%

6%

10%

6%

93%

83%

73%

72%

71%

97%

92%

87%

71%

34%

23%

22%

19%

Towing & Hauling

Carry passengers in the rear seat

Carry outdoor recreation items in truck

bed (e.g., bikes, kayaks, skis)

Tow smaller items (e.g., jet ski,

small trailers)

Carry pets in the vehicle

Tow large items (e.g., campers, boats)

Recreational ActivitiesTake a shorter pleasure drive (e.g., day

trip, recreational drive)

Take a multi-day pleasure drive (e.g.,

family vacation)

Go camping, hunting, fishing or other

outdoor recreation

Drive off-road (e.g., dirt, gravel,

mud, rocks)

Racing & Club ActivitiesAttend truck club gatherings or other

club events

Participate in off-road driving competition

or event (e.g., sand, gravel, mud, rocks)

Display my truck at car/truck shows

Participate in amateur or professional

racing (e.g., on a track, off-road)

44%

47%

57%

46%

59%

50%

58%

49%

53%

28%

16%

14%

12%

50%

33%

21%

23%

15%

47%

35%

38%

18%

7%

6%

9%

6%

94%

80%

78%

69%

75%

97%

93%

87%

71%

35%

22%

24%

19%

40%

54%

60%

47%

57%

56%

63%

51%

49%

28%

19%

13%

14%

54%

29%

18%

27%

21%

43%

31%

37%

24%

9%

6%

10%

7%

94%

83%

77%

74%

77%

98%

94%

87%

73%

36%

25%

22%

21%

52%

50%

57%

44%

47%

63%

68%

49%

46%

13%

4%

4%

3%

41%

26%

9%

20%

16%

33%

20%

35%

16%

2%

2%

2%

2%

93%

77%

66%

64%

64%

96%

88%

83%

63%

15%

6%

6%

5%

46%

56%

55%

50%

53%

52%

61%

51%

52%

31%

25%

16%

19%

44%

34%

16%

28%

16%

46%

32%

37%

24%

13%

10%

16%

8%

90%

90%

71%

78%

70%

97%

92%

88%

77%

45%

34%

31%

27%



1500/2500/3500

OTHER


TOTAL

How Often They Shop and Work on Their Truck

• A vast majority of accessorizers spend at least some of their time maintaining or upgrading their truck.

• Shopping for parts is done just as frequently online as it is in person.

Used for:

Occasionally used

Used often

69%

50%

65%

54%

61%

54%

18%

32%

20%

31%

23%

23%

87%

82%

85%

85%

84%

77%

Working On Truck

Install upgrades or accessories (e.g., seat

covers, lift kits, exhaust upgrades)

Perform maintenance or repairs on my truck

(e.g., oil change, brake job)

Research & ShoppingShop specifically for new parts/accessories at

a physical location (e.g., Auto Zone,

specialty retailer)

Browse the internet for new ideas on how to

upgrade/accessorize my truck

Shop specifically for new parts/accessories

online (e.g., Amazon, RealTruck.com)

Watch videos/tutorials related to working on

my truck (e.g., YouTube)

71%

52%

63%

50%

57%

56%

17%

31%

19%

33%

24%

19%

88%

84%

82%

83%

82%

75%

67%

52%

63%

52%

59%

49%

19%

31%

25%

33%

23%

28%

86%

82%

87%

84%

82%

77%

73%

56%

73%

65%

64%

54%

11%

20%

12%

22%

20%

20%

83%

76%

85%

87%

85%

74%

67%

43%

64%

53%

63%

57%

23%

42%

22%

34%

24%

25%

89%

84%

86%

87%

87%

82%



1500/2500/3500

OTHER


Auto Repair and Accessories

Trucks/Off-road Vehicles

General Auto News

Classic Cars/Hot Rods

NASCAR Racing

Sports Cars

Off-road Racing

Drag Racing

Motocross/Motorcycling

F-1 or Indy Car Racing

TOTAL

Automotive Topics They Read About

41%

32%

27%

23%

23%

18%

14%

12%

11%

10%

• Many pickup accessorizers regularly read about auto repair, trucks/off-road, or general auto news; websites and publications concerning these topics may be a good way to reach them.

39%

31%

25%

24%

23%

21%

14%

12%

11%

10%

48%

36%

26%

22%

21%

20%

15%

12%

14%

15%

35%

33%

19%

19%

22%

14%

10%

11%

7%

6%

42%

28%

35%

26%

23%

18%

20%

14%

11%

9%



OTHER


Travel

Hunting/Fishing

Camping/Hiking

Watching live sporting events (e.g., football, motocross, NASCAR racing)


Bicycling

Playing video games

Participating in sports (recreational or competitive)

Boating/Sailing

Climbing

TOTAL

Activities They Participate In

56%

49%

48%

44%

38%

33%

33%

29%

27%

10%

• In addition to travel, outdoor recreational activities such as hunting, fishing, camping and hiking, or attending live sporting events appeal to a broad range of pickup accessorizers and may be useful themes to include in marketing campaigns for products.

53%

52%

49%

42%

34%

29%

29%

25%

30%

10%

60%

51%

49%

46%

36%

38%

32%

30%

30%

10%

55%

47%

46%

51%

37%

27%

29%

27%

24%

6%

56%

45%

47%

39%

43%

37%

39%

32%

23%

15%



OTHER


Boat

ATV/Quad Rrunner

Utility Trailer


Recreation Trailer (boat, snowmobile, ATV)

On-road/Dual-Purpose Motorcycle

Off-road Motorcycle

Personal Watercraft

Golf Cart

RV/Motorhome

Go Kart

Snowmobile

UTV/Side by side

Dune Buggy

TOTAL

Powersports and Towed Equipment They Own

32%

28%

24%

21%

19%

17%

13%

13%

12%

10%

10%

9%

7%

6%

• Pickup accessorizers likely have at least one piece of Powersports or towed equipment, with boats, ATVs and utility trailers being the most common. Products supporting better towing capabilities may be particularly appealing.

• Ford and GM fullsize pickup accessorizers are the most likely to own an ATV, while RAM owners are somewhat more likely to have a boat or recreation trailer.

36%

32%

29%

24%

20%

18%

15%

14%

13%

15%

11%

9%

8%

9%

35%

34%

25%

21%

23%

15%

14%

16%

13%

9%

11%

12%

10%

7%

39%

26%

29%

19%

27%

23%

14%

15%

11%

7%

12%

5%

7%

5%

30%

24%

19%

26%

17%

17%

20%

14%

15%

9%

12%

12%

6%

8%



OTHER


Under 30 30–49 50+TOTAL

How They Use Their Truck

• Accessorizers of all ages use their truck for towing, hauling, and recreation, though older accessorizers are less likely to tow items frequently.

• More than half of accessorizers under 30 attend at least the occasional truck event, while those 50 and over have much less interest in racing and club activities.

Used for:

Occasionally used

Used often

45%

52%

57%

47%

54%

55%

62%

50%

50%

26%

17%

12%

13%

47%

31%

16%

25%

17%

43%

30%

37%

21%

8%

6%

10%

6%

93%

83%

73%

72%

71%

97%

92%

87%

71%

34%

23%

22%

19%

Towing and Hauling

Carry passengers in the rear seat

Carry outdoor recreation items in truck

bed (e.g., bikes, kayaks, skis)

Tow smaller items

(e.g., jet ski, small trailers)

Carry pets in the vehicle

Tow large items (e.g., campers, boats)

Recreational ActivitiesTake a shorter pleasure drive (e.g., day

trip, recreational drive)

Take a multi-day pleasure drive

(e.g., family vacation)



Drive off-road (e.g., dirt, gravel,

mud, rocks)

Racing and Club ActivitiesAttend truck club gatherings or other

club events

Participate in off-road driving competition

or event (e.g., sand, gravel, mud, rocks)

Display my truck at car/truck shows

Participate in amateur or professional

racing (e.g., on a track, off-road)

39%

51%

61%

50%

65%

50%

55%

46%

51%

40%

27%

17%

21%

54%

39%

20%

27%

18%

46%

35%

44%

33%

11%

11%

15%

8%

93%

89%

81%

77%

83%

96%

89%

90%

85%

51%

38%

32%

29%

35%

51%

58%

50%

58%

48%

58%

50%

54%

31%

22%

17%

17%

60%

38%

21%

28%

19%

49%

36%

42%

26%

12%

8%

13%

9%

95%

89%

79%

78%

77%

97%

94%

92%

80%

43%

30%

31%

26%

64%

54%

53%

40%

42%

67%

72%

53%

43%

9%

3%

2%

2%

88%

70%

59%

59%

56%

98%

89%

77%

50%

9%

3%

2%

2%


Under 30 30–49 50+TOTAL

How They Research and Work on Their Truck

• Though most pickup accessorizers do at least occasional work on their truck, those under 50 are more likely do so on a regular basis.

• Accessorizers 50 and over are also less likely to do regular research or shopping for truck parts and ideas.

Used for:

Occasionally used

Used often

69%

50%

65%

54%

61%

54%

18%

32%

20%

31%

23%

23%

87%

82%

85%

85%

84%

77%

Working on Truck

Install upgrades or accessories (e.g., seat

covers, lift kits, exhaust upgrades)

Perform maintenance or repairs on my truck

(e.g., oil change, brake job)

Research and ShoppingShop specifically for new parts/accessories at

a physical location (e.g., Auto Zone,

specialty retailer)

Browse the internet for new ideas on how to

upgrade/accessorize my truck

Shop specifically for new parts/accessories

online (e.g., Amazon, RealTruck.com)

Watch videos/tutorials related to working on

my truck (e.g., YouTube)

70%

52%

63%

51%

56%

54%

23%

43%

29%

41%

36%

35%

93%

95%

92%

93%

92%

89%

67%

50%

63%

48%

60%

55%

24%

38%

26%

41%

30%

29%

92%

89%

89%

89%

90%

84%

71%

48%

71%

66%

65%

52%

5%

15%

5%

9%

6%

8%

75%

63%

76%

75%

71%

60%


Auto Repair and Accessories

Trucks/Off-Road Vehicles

General Auto News

Classic Cars/Hot Rods

NASCAR Racing

Sports Cars

Off-road Racing

Drag Racing

Motocross/Motorcycling

F-1 or Indy Car Racing


TOTAL Under 30 30–49 50+

41%

32%

27%

23%

23%

18%

14%

12%

11%

10%

• Younger accessorizers, pickup enthusiasts and urban/suburban accessorizers all tend to be more interested in automotive topics.

• This is especially true with auto repair and accessories, where accessorizers under 30 have an especially strong interest.

59%

37%

32%

29%

17%

24%

23%

16%

17%

14%

47%

35%

32%

26%

25%

22%

16%

14%

13%

11%

22%

25%

16%

15%

22%

9%

5%

9%

4%

6%


Travel

Hunting/Fishing

Camping/Hiking

Watching live sporting events (e.g., football, motocross,

NASCAR racing)


Bicycling

Playing video games

Participating in sports (recreational or competitive)

Boating/Sailing

Climbing

Activities They Participated In


56%

49%

48%

44%

38%

33%

33%

29%

27%

10%

• Outdoor activities like hunting/fishing and camping/hiking are deeply ingrained in pickup culture and appeal to most accessorizers.

• Owners under 30 are less enthusiastic about live sporting events and gardening/landscaping than older ones, while those over 50 have understandably lower interest in video games or actually participating in sports.

51%

46%

50%

33%

26%

39%

43%

32%

28%

18%

52%

52%

53%

46%

37%

36%

41%

34%

30%

13%

66%

45%

38%

48%

45%

24%

14%

18%

21%

2%


Boat

ATV/Quad Runner

Utility Trailer


Recreation Trailer (boat, snowmobile, ATV)

On-road/Dual-Purpose Motorcycle

Off-road Motorcycle

Personal Watercraft

Golf Cart

RV/Motorhome

Go Kart

Snowmobile

UTV/Side by side

Dune Buggy



32%

28%

24%

21%

19%

17%

13%

13%

12%

10%

10%

9%

7%

6%

• Many accessorizers own at least one piece of powersports or towed equipment, with boats being the most common among all groups.

• Rural accessorizers are more likely to have ATVs and utility trailers, while dirt bikes and go-carts are more the province of younger and urban/suburban accessorizers.

32%

32%

21%

23%

19%

15%

24%

17%

17%

13%

23%

17%

9%

11%

33%

33%

21%

23%

20%

19%

16%

14%

15%

10%

10%

11%

9%

9%

29%

17%

29%

17%

17%

15%

3%

9%

6%

8%

2%

3%

4%

0%


DETAILS – SHOPPING


Where Have They Ever Shopped for Parts/Accessories

TOTAL Under 30 30—49 50+

Auto Dealership 41% 40% 43% 39% 43% 40% 39% 45%

Auto Parts Chain - Online 25% 24% 30% 19% 26% 35% 28% 14%

Auto Parts Chain -

Physical Location30% 28% 34% 26% 32% 39% 31% 23%

Auto Show/Exhibit/

Event8% 8% 7% 5% 11% 14% 10% 1%

Custom Fabricator 13% 11% 18% 7% 16% 21% 16% 5%

Direct From Parts

Manufacturer16% 16% 14% 14% 20% 17% 19% 11%

General Retail Chain –

Online11% 11% 12% 5% 15% 14% 15% 4%

General Retail Chain -

Physical Location15% 10% 17% 15% 17% 19% 15% 12%

Independent Specialty

Automotive Retailer/

Installer

21% 22% 22% 27% 16% 19% 18% 27%

Mail Order Catalog 9% 9% 9% 7% 11% 10% 11% 6%

Online Auction Site 13% 13% 16% 11% 13% 17% 16% 7%

Online Automotive

Retailer19% 22% 18% 23% 14% 22% 18% 17%

Online General Retailer 29% 25% 31% 29% 29% 31% 34% 19%

Online Classified Ads 4% 4% 8% 1% 5% 8% 5% 2%

Tire Dealership 13% 12% 15% 12% 13% 17% 13% 10%

Other 1% <1% 2% 2% 0% 0% 1% 2%

OTHER


F-150/F-250/F-350

GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, Nissan Frontier/Titan1500/2500/3500


Where Parts Were Purchased (Part Categories)

Total Chemicals Drivetrain Engine Exterior

Fuel/

Intake/

Exhaust

Interior LightingMobile

Electronics

Safety

Gear

Suspension/

Brakes/

Steering

Towing/

StorageTruck Bed

Auto Parts

Retailer/Installer -

Physical

30% 45% 21% 24% 29% 26% 22% 30% 28% 21% 33% 34% 30%

Auto Parts

Retailer - Online16% 8% 27% 18% 18% 21% 18% 18% 13% 18% 17% 14% 16%

Auction

Sites/Classifieds8% 4% 13% 13% 7% 12% 10% 9% 6% 14% 9% 8% 7%

Direct from Parts

Manufacturer12% 6% 15% 15% 13% 18% 11% 13% 12% 12% 12% 10% 14%

General Retailer -

Physical16% 33% 11% 16% 12% 9% 17% 12% 14% 18% 14% 20% 15%

General Retailer -

Online12% 2% 9% 10% 13% 12% 16% 14% 17% 13% 10% 7% 10%

Other (Incl.

Dealership)5% 1% 2% 2% 6% 2% 4% 2% 9% 3% 4% 6% 7%

Don't Know 1% 1% 2% 3% 1% 1% 1% 2% 1% 1% 1% 1% 1%


Where Parts Were Purchased (By Brand and Age)


Auto Parts

Retailer/Installer -

Physical

30% 28% 26% 33% 32% 25% 31% 34%

Auto Parts Retailer -

Online16% 18% 14% 15% 17% 17% 17% 13%

Auction

Sites/Classifieds8% 11% 9% 4% 8% 11% 9% 1%

Direct from Parts

Manufacturer12% 11% 13% 13% 12% 14% 12% 9%

General Retailer -

Physical16% 17% 17% 17% 13% 14% 15% 21%

General Retailer -

Online12% 9% 13% 11% 12% 15% 11% 9%

Other (Incl.

Dealership)5% 4% 6% 7% 4% 2% 4% 10%

Don’t Know 1% 1% 2% 1% 2% 2% 1% 2%

OTHER


F-150/F-250/F-350



How Parts Are Typically Installed

DIFM: Mostly/Always Have

Someone Else Install

DIY: Mostly/Always Install

Myself


DIFM DIY DIFM DIY DIFM DIY DIFM DIY DIFM DIY DIFM DIY DIFM DIY DIFM DIY

Chemicals 34% 66% 41% 59% 32% 68% 31% 69% 33% 67% 38% 62% 35% 65% 31% 69%

Drivetrain 65% 35% ** ** ** ** ** ** 74% 26% 65%* 35%* 66% 34% ** **

Engine 53% 47% 55% 45% 53% 47% ** ** 54% 46% 48% 53% 57% 44% ** **

Exterior 48% 52% 47% 53% 50% 50% 46% 54% 48% 52% 43% 57% 51% 50% 47% 53%

Intake/Fuel/Exhaust 56% 44% 62% 38% 51% 49% 58%* 42%* 52% 48% 52%* 48%* 58% 42% ** **

Interior 29% 71% 31% 69% 27% 73% 20% 80% 36% 64% 30% 70% 35% 65% 18% 82%

Lighting 44% 56% 42% 58% 39% 61% 53% 47% 46% 54% 36% 64% 46% 54% 50% 50%

Mobile Electronics 52% 48% 58% 42% 51% 49% 52%* 48%* 49% 51% 43% 57% 54% 46% 60%* 40%*

Safety Gear 52% 48% ** ** ** ** ** ** 56%* 44%* ** ** 60% 40% ** **

Suspension/Brakes/Steering 55% 45% 49% 51% 66% 34% 65%* 35%* 45% 55% 59% 41% 55% 45% ** **

Towing and Storage 45% 55% 42% 58% 40% 60% 42% 58% 55% 45% 47%* 53%* 40% 60% 53% 47%

Truck Bed Accessories 58% 42% 60% 40% 61% 39% 52% 48% 58% 42% 42% 58% 55% 45% 67% 33%

Wheels/Tires 69% 31% 66% 34% 67% 33% 75% 25% 70% 30% 44% 56% 75% 25% 93%* 7%*

OTHER


F-150/F-250/F-350


Percentages are among those who have already purchased or intend to purchase a given category

*Caution: Small base size (n<50)

**Base size too small for reliable analysis (n<30)


DETAILS – BUYING


Product Categories Purchased or Intend to Purchase


Chemicals 41% 42% 50% 36% 39% 40% 46% 36%

Drivetrain 12% 13% 12% 6% 15% 23% 15% 1%

Engine 26% 29% 27% 16% 29% 42% 30% 9%

Exterior 54% 48% 53% 60% 57% 57% 56% 50%

Intake/Fuel/Exhaust 23% 27% 23% 23% 19% 34% 28% 9%

Interior 42% 41% 45% 39% 44% 50% 44% 34%

Lighting 41% 41% 42% 35% 45% 58% 47% 21%

Mobile Electronics 31% 30% 35% 28% 32% 47% 33% 19%

Safety Gear 12% 12% 14% 5% 15% 17% 15% 4%

Suspension/Brakes/

Steering27% 33% 31% 21% 23% 46% 33% 8%

Towing and Storage 31% 31% 34% 29% 29% 32% 32% 29%

Truck Bed Accessories 50% 52% 55% 58% 40% 35% 50% 59%

Wheels/Tires 40% 48% 44% 33% 36% 57% 49% 18%

None of the Above 4% 3% 4% 4% 4% 1% 3% 7%

OTHER


F-150/F-250/F-350



Appearance and Accessory Products Purchased/Intend to Purchase

AP=Already Purchased

IN=Intend to Purchase


CHEMICALS

AP IN AP IN AP IN AP IN AP IN AP IN AP IN AP IN

Engine/Injector Cleaner, Treatments, and

Fuel Additives25% 17% 25% 18% 28% 23% 23% 12% 23% 15% 21% 18% 28% 21% 21% 11%

Performance Motor Oil/Synthetic Oil 31% 14% 32% 15% 39% 18% 25% 8% 28% 14% 31% 13% 33% 16% 28% 12%

Polish/Wax and Cleaning Products 32% 12% 32% 11% 40% 16% 27% 10% 28% 13% 28% 13% 35% 14% 29% 9%

Other Chemicals 9% 3% 7% 2% 7% 4% 8% 1% 14% 4% 9% 4% 12% 3% 6% 2%

EXTERIOR PRODUCTS

Body Decals/Graphics/Body Emblems 18% 15% 15% 18% 22% 15% 14% 9% 21% 15% 23% 23% 23% 17% 9% 6%

Body Fenders 11% 13% 9% 15% 16% 12% 6% 11% 13% 13% 19% 21% 14% 16% 3% 4%

Body Kit 12% 12% 8% 17% 18% 10% 8% 9% 13% 13% 17% 19% 13% 14% 6% 5%

Bumper/Fender Trim 12% 14% 12% 13% 13% 17% 6% 11% 16% 14% 17% 21% 15% 17% 5% 5%

Custom Paint 10% 11% 9% 12% 14% 11% 6% 7% 12% 14% 19% 21% 13% 13% 2% 3%

Grille 13% 14% 12% 17% 17% 14% 9% 9% 13% 14% 21% 19% 16% 17% 5% 5%

Grille Guard, Brush Guard, or Skip Plate 15% 15% 10% 19% 20% 13% 12% 15% 16% 14% 19% 20% 17% 19% 7% 6%

Hood 8% 10% 7% 9% 11% 12% 3% 9% 9% 11% 14% 17% 8% 14% 3% 1%

Mirrors - Exterior 12% 11% 14% 14% 15% 11% 8% 6% 12% 13% 18% 17% 13% 14% 9% 3%

Side Steps/Running Boards 27% 14% 24% 16% 23% 12% 40% 12% 23% 16% 21% 18% 25% 17% 33% 7%

Side Window Drip Guard 16% 14% 16% 14% 18% 13% 13% 12% 15% 16% 17% 17% 17% 16% 13% 9%

Sunroof/Moonroof 7% 8% 6% 8% 9% 10% 4% 5% 10% 10% 14% 15% 9% 11% 1% 1%

Fender Flares 7% 9% 8% 9% 8% 12% 4% 8% 8% 9% 12% 15% 8% 13% 3% 2%

Wheel Splash Guards 17% 13% 15% 14% 21% 10% 16% 16% 15% 14% 15% 15% 17% 15% 17% 9%

Window Shades/Vents 13% 12% 12% 12% 15% 13% 13% 9% 14% 15% 19% 19% 14% 16% 10% 4%

Window Tinting/Lamination 21% 13% 19% 16% 24% 10% 20% 11% 21% 13% 20% 19% 27% 15% 13% 5%

Other Exterior Upgrades and Accessories 8% 4% 6% 4% 8% 4% 12% 4% 9% 4% 7% 5% 8% 4% 9% 2%

OTHER


F-150/F-250/F-350







LIGHTING PRODUCTS


Exterior Lighting Add-on 14% 14% 13% 14% 16% 11% 8% 15% 17% 16% 19% 25% 18% 14% 4% 6%

Fog Lights 17% 13% 16% 16% 19% 11% 13% 7% 19% 16% 21% 24% 21% 15% 9% 4%

Head Lights, Tail Lights 17% 14% 16% 19% 23% 10% 11% 13% 18% 14% 28% 22% 19% 16% 8% 6%

Interior Lights 13% 11% 12% 12% 15% 11% 9% 8% 16% 13% 23% 22% 16% 14% 4% 2%

Other Lighting Upgrades and Accessories 3% 2% 4% 1% 3% 2% 1% 1% 4% 3% 5% 5% 4% 1% 0% 1%

TRUCK BED ACCESSORIES

Bed Mat 20% 6% 19% 7% 23% 6% 24% 4% 16% 6% 19% 7% 19% 8% 22% 3%

Bed Rack System 6% 7% 7% 8% 4% 8% 6% 4% 5% 9% 8% 13% 6% 10% 4% <1%

Bedrails 8% 7% 9% 7% 8% 7% 4% 5% 10% 9% 11% 11% 8% 9% 5% 2%

Cap/Shell 10% 8% 9% 8% 11% 11% 11% 3% 8% 8% 10% 9% 10% 10% 9% 3%

Drop-in or Spray-on Bedliner 25% 9% 24% 10% 28% 12% 32% 5% 17% 7% 16% 9% 20% 12% 37% 3%

Pickup Box Extender 5% 7% 6% 7% 4% 8% 5% 5% 5% 7% 7% 11% 6% 9% 3% 1%

Tailgate Protector 13% 6% 14% 7% 14% 8% 15% 5% 10% 6% 14% 9% 10% 8% 16% 2%

Tonneau Cover - Hard 12% 9% 13% 7% 13% 12% 17% 7% 6% 9% 8% 9% 12% 11% 14% 5%

Tonneau Cover - Soft 15% 5% 16% 4% 14% 5% 17% 4% 13% 6% 9% 5% 14% 6% 20% 3%

Other Truck Bed Upgrades and

Accessories4% 1% 6% 1% 4% 2% 2% 0% 4% 1% 4% 1% 4% 1% 4% 1%

TOWING AND STORAGE

Bed-Mounted Toolbox 10% 6% 8% 9% 17% 6% 6% 2% 8% 7% 17% 6% 10% 8% 4% 4%

Hitch Mounted Cargo Carrier 8% 6% 10% 7% 10% 7% 6% 3% 6% 7% 8% 9% 10% 8% 6% 2%

Trailer Brake Controller 12% 5% 12% 7% 16% 5% 14% 2% 8% 6% 16% 9% 13% 5% 10% 2%

Trailer Hitch 23% 6% 24% 4% 26% 7% 26% 2% 17% 10% 21% 10% 23% 6% 24% 4%

Winch 8% 8% 8% 9% 11% 9% 4% 5% 6% 8% 11% 10% 9% 10% 3% 4%

Other Towing and Storage Upgrades or

Accessories2% 1% 4% 2% 2% 3% 1% 1% 3% <1% 3% 3% 3% 2% 2% <1%

OTHER


F-150/F-250/F-350







INTERIOR PRODUCTS


Dash Kits, Dash Covers 9% 10% 7% 16% 9% 9% 8% 5% 12% 10% 17% 15% 10% 12% 3% 4%

Floor Mats 30% 12% 27% 14% 35% 11% 30% 6% 29% 14% 31% 17% 30% 14% 30% 5%

Gauges 9% 10% 12% 11% 10% 9% 2% 6% 11% 12% 17% 15% 10% 13% 4% 2%

Headliners 5% 10% 8% 11% 6% 9% 2% 5% 6% 13% 11% 18% 6% 11% 1% 2%

Knobs/Handles 8% 9% 7% 12% 10% 5% 4% 5% 11% 13% 13% 18% 11% 11% 1% 1%

Mirrors - Interior 9% 8% 12% 8% 7% 9% 4% 4% 11% 11% 16% 17% 11% 10% 2% 0%

Pedals, Pedal Covers 9% 8% 9% 7% 13% 7% 5% 4% 9% 12% 16% 11% 11% 10% 2% 2%

Seat Belts/Harnesses/Restraints 5% 9% 3% 12% 7% 5% 1% 4% 6% 13% 13% 16% 4% 11% 0% 1%

Seats/Upholstery 8% 9% 8% 13% 10% 7% 4% 4% 8% 11% 14% 16% 8% 11% 3% 2%

Seat Covers 15% 13% 11% 16% 19% 12% 9% 9% 18% 16% 21% 18% 17% 16% 7% 7%

Other Interior Upgrades and Accessories 4% 2% 5% 2% 4% 2% 1% 1% 7% 2% 7% 3% 6% 2% 1% 1%

MOBILE ELECTRONICS

Alarm/Security System 14% 6% 13% 8% 15% 6% 12% 4% 15% 7% 20% 18% 17% 5% 6% 1%

Auto Start/Remote Start 13% 10% 14% 8% 16% 12% 12% 7% 12% 13% 20% 18% 16% 11% 6% 4%

Backup Camera 11% 9% 11% 7% 14% 9% 9% 7% 12% 13% 17% 15% 13% 11% 6% 3%

DVD Player/Video Monitor/Cameras 11% 7% 12% 7% 12% 8% 6% 5% 12% 9% 15% 15% 13% 8% 3% 2%

GPS Navigation System 18% 7% 17% 8% 22% 8% 13% 5% 19% 7% 25% 13% 20% 7% 11% 3%

In-Car Wi-Fi Access/Mobile Hot Spot 6% 11% 6% 10% 5% 15% 4% 6% 7% 11% 9% 17% 7% 13% 2% 3%

Mobile Satellite TV 4% 8% 3% 11% 7% 7% 1% 5% 6% 7% 7% 14% 6% 10% 0% 1%

MP3/iPod Integration Products 12% 7% 12% 8% 12% 8% 10% 4% 14% 6% 21% 14% 14% 8% 4% 1%

Satellite Radio 15% 6% 17% 5% 18% 7% 18% 3% 10% 9% 20% 15% 17% 7% 10% 0%

Hands-Free Talk Accessories 14% 7% 14% 7% 14% 9% 15% 4% 12% 9% 21% 16% 15% 8% 8% 2%

Stereo - In-Dash System 13% 6% 13% 5% 12% 9% 12% 2% 13% 7% 23% 13% 14% 6% 4% 2%

Stereo - Speakers/Subwoofer 12% 8% 12% 8% 14% 9% 10% 5% 12% 9% 23% 15% 13% 9% 5% 2%

Vehicle Locks/Entry Kits 9% 6% 7% 8% 12% 6% 8% 3% 9% 8% 17% 13% 10% 8% 3% 1%

Other M.E. Upgrades and Accessories 3% 1% 3% 2% 3% 2% 1% 0% 4% 1% 3% 3% 4% 1% 2% 1%

OTHER


F-150/F-250/F-350



Performance Products Purchased/Intend to Purchase




DRIVETRAIN PRODUCTS


Axles 4% 6% 5% 5% 4% 8% 3% 2% 5% 8% 8% 14% 6% 7% 0% 0%

Clutches/Clutch Plates/Flywheel 4% 5% 5% 4% 5% 4% 1% 4% 4% 6% 11% 6% 4% 7% <1% 0%

Limited Slip/Locking Differential 4% 5% 2% 6% 5% 6% 2% 2% 5% 6% 8% 11% 4% 6% 0% <1%

Shifter Knob/Handle and Short Throw

Shifter4% 5% 5% 5% 4% 5% 3% 1% 4% 6% 8% 11% 5% 5% 0% 0%

Step Shield 4% 5% 5% 6% 4% 6% 1% 4% 6% 5% 7% 12% 6% 6% 0% <1%

Torque Converters 4% 5% 5% 4% 5% 6% 1% 3% 5% 6% 8% 11% 6% 6% 0% 0%

Transmission - Performance Upgrade 5% 6% 5% 7% 4% 7% 2% 4% 8% 5% 10% 11% 6% 7% 0% <1%

Transmission Cooler 4% 6% 4% 6% 6% 5% 1% 4% 6% 7% 9% 11% 5% 7% <1% <1%

U-Joints 4% 6% 4% 6% 4% 7% 1% 4% 5% 7% 7% 14% 5% 7% 0% <1%

Other Drivetrain Upgrades and Accessories 2% 1% 4% 1% 1% 0% 0% 0% 3% 1% 5% 1% 3% 1% 0% 0%

FUEL/INTAKE/EXHAUST PRODUCTS

Air Intake - Cold Air Intake Conversion 8% 9% 9% 12% 11% 7% 5% 10% 6% 7% 13% 15% 9% 10% 3% 3%

Air Intake - Performance Air Filter

Replacement9% 10% 8% 12% 13% 7% 8% 9% 8% 10% 13% 15% 11% 13% 4% 2%

Catalytic Converter 4% 5% 4% 9% 6% 4% 2% 4% 6% 3% 9% 9% 6% 6% 0% <1%

Exhaust Kit, Headers, Pipe Tip 10% 9% 13% 11% 14% 8% 6% 7% 7% 8% 13% 16% 13% 10% 3% 2%

Forced Induction - Supercharger,

Turbocharger, Nitrous Oxide Kit4% 6% 6% 6% 6% 6% 2% 4% 4% 6% 9% 11% 5% 7% <1% 0%

Fuel System - Injectors, Pressure

Regulators, Pump/Rails, Tank/Cells5% 6% 8% 7% 5% 6% 1% 6% 5% 6% 10% 11% 5% 7% 1% 1%

Intake Manifold 4% 6% 7% 8% 3% 7% 2% 5% 4% 5% 11% 10% 4% 8% 0% 1%

Other Intake/Fuel/Exhaust Upgrades and

Accessories3% 1% 2% 2% 3% 2% 1% 2% 4% 1% 3% 3% 4% 1% 0% 1%

OTHER


F-150/F-250/F-350



Performance Products Purchased/Intend to Purchase




ENGINE PRODUCTS


Alternator 7% 7% 6% 12% 10% 6% 2% 4% 8% 7% 15% 17% 8% 8% <1% 1%

Battery/Battery Wraps 12% 11% 13% 14% 14% 9% 7% 6% 14% 14% 22% 17% 15% 13% 2% 4%

Camshaft/Valvetrain 5% 7% 7% 8% 8% 7% 1% 5% 6% 9% 11% 15% 7% 9% 1% <1%

Cylinder Heads 6% 8% 6% 10% 8% 6% 3% 6% 6% 10% 13% 13% 7% 11% <1% 1%

Engine Fan/Radiator 8% 6% 8% 8% 10% 5% 2% 4% 10% 7% 21% 11% 7% 8% <1% <1%

Engine Hoses 6% 10% 8% 12% 8% 9% 4% 6% 6% 13% 12% 18% 8% 12% <1% 2%

Engine Management System/

Performance Chip/Computer7% 9% 8% 10% 7% 10% 1% 6% 10% 9% 13% 19% 9% 10% <1% 2%

Engine Swap 5% 6% 6% 9% 5% 6% 1% 3% 8% 7% 11% 14% 6% 7% 1% <1%

Gaskets 7% 9% 10% 13% 8% 7% 2% 5% 6% 12% 14% 16% 8% 12% 1% 2%

Ignition Controllers/Coils, Wires/Spark

Plugs8% 11% 8% 14% 11% 9% 4% 6% 9% 14% 13% 20% 11% 13% 1% 3%

Oil Pan/Pump 9% 6% 12% 7% 12% 5% 1% 5% 10% 8% 19% 11% 11% 8% <1% 1%

Pistons/Connecting

Rods/Rings/Crankshafts4% 9% 4% 13% 7% 7% 1% 4% 5% 10% 11% 14% 5% 12% <1% 1%

Starter Motor/Solenoid 6% 8% 7% 8% 7% 8% 1% 4% 7% 10% 13% 13% 6% 10% 1% 1%

Valve Covers 6% 9% 7% 11% 7% 10% 2% 4% 8% 9% 13% 17% 8% 10% <1% 1%

Other Engine Upgrades and Accessories 4% 2% 3% 2% 3% 3% 1% 2% 7% 1% 5% 3% 5% 2% <1% 1%

SAFETY GEAR

Fire Extinguisher 7% 4% 6% 5% 9% 5% 3% 1% 9% 5% 11% 6% 8% 5% 2% 2%

Head Protection 3% 5% 2% 4% 3% 7% 1% 2% 4% 7% 4% 10% 4% 7% 0% <1%

Racing Suit, Shoes, Gloves 4% 3% 4% 3% 4% 4% 2% 1% 4% 6% 6% 4% 5% 6% <1% 0%

Roll Cage, Bars 3% 4% 4% 5% 2% 5% 2% 1% 3% 6% 5% 6% 4% 6% 0% 1%

Other Safety Gear 2% 2% 2% 2% 2% 3% 1% 0% 3% 2% 2% 3% 3% 2% <1% 0%

OTHER


F-150/F-250/F-350



Handling Products Purchased/Intend to Purchase




SUSPENSION/BRAKES/STEERING PRODUCTS


Air Suspension System 6% 8% 6% 12% 7% 7% 2% 5% 7% 6% 10% 15% 7% 9% 1% 2%

Brake Upgrade Kit 8% 10% 9% 12% 10% 10% 5% 6% 8% 9% 17% 17% 9% 12% 1% 2%

Brake Pads 13% 9% 13% 12% 16% 9% 9% 7% 12% 10% 23% 13% 15% 12% 3% 3%

Coil Springs 5% 8% 7% 8% 4% 11% 4% 5% 5% 8% 11% 19% 6% 8% 1% 1%

Control Arms/Trailing Arms 4% 7% 5% 8% 6% 7% 2% 4% 4% 9% 8% 15% 5% 8% 1% 1%

Leaf Springs 5% 7% 7% 7% 4% 8% 2% 5% 5% 8% 10% 13% 5% 9% 1% 1%

Lift Kits 9% 9% 12% 11% 11% 9% 6% 8% 9% 8% 19% 16% 11% 11% 2% 1%

Lowering Kits 3% 6% 6% 6% 3% 8% 0% 2% 3% 8% 5% 12% 4% 8% 1% 0%

Shocks 10% 9% 11% 14% 12% 9% 6% 6% 10% 8% 18% 19% 11% 10% 3% 2%

Steering Column 3% 7% 5% 7% 4% 8% 2% 2% 3% 10% 7% 13% 4% 9% 1% <1%

Steering Wheel 4% 7% 5% 7% 7% 7% 1% 3% 4% 9% 9% 11% 5% 9% 0% <1%

Sway Bar 4% 7% 6% 7% 4% 9% 2% 4% 4% 6% 7% 13% 5% 8% 1% 1%

Other Suspension/Brakes/Steering

Upgrades and Accessories2% 2% 4% 2% 1% 3% 0% 0% 3% 1% 3% 3% 3% 2% 0% <1%

WHEELS/TIRES

Alloy Wheels 15% 10% 20% 11% 18% 8% 9% 10% 11% 10% 18% 19% 19% 11% 7% 2%

Beadlock Wheels 5% 7% 8% 10% 5% 8% 2% 2% 5% 8% 13% 14% 6% 9% <1% 1%

Steel Wheels 7% 7% 7% 10% 12% 7% 3% 3% 7% 8% 15% 15% 8% 9% 2% <1%

Carbon-Fiber Wheels 5% 7% 7% 7% 5% 9% 2% 3% 6% 8% 15% 15% 5% 9% <1% 0%

Tires - Low Profile 7% 5% 10% 7% 6% 7% 3% 2% 8% 5% 14% 11% 9% 6% 1% <1%

Tires - Off-Road/Plus-Sized 16% 12% 19% 12% 21% 10% 11% 9% 12% 14% 27% 17% 19% 14% 4% 4%

Tires - Snow/Winter Tires 9% 11% 11% 14% 13% 11% 4% 7% 10% 11% 17% 17% 11% 13% 2% 4%

Tires - Performance Road Tires 11% 11% 14% 16% 12% 12% 6% 5% 11% 11% 16% 17% 14% 13% 3% 5%

Wheel Covers/Hubcaps 7% 8% 11% 9% 8% 10% 2% 4% 6% 10% 11% 17% 8% 10% 3% 1%

Other Wheel/Tire Upgrades and Accessories 2% 2% 3% 2% 1% 2% 0% 1% 4% 3% 3% 4% 3% 2% 0% <1%

OTHER


F-150/F-250/F-350



Most Important Products Purchased


Side Steps/Running Boards 7% 5% 5% 13% 6% 1% 5% 14%

Performance Motor Oil/Synthetic Oil 6% 4% 8% 5% 9% 6% 7% 6%

Drop-in or Spray-on Bedliner 6% 5% 6% 12% 5% 2% 4% 13%


and Fuel Additives5% 4% 8% 5% 5% 5% 8% 3%

Tonneau Cover - Soft 5% 7% 6% 6% 3% 1% 3% 12%

Tonneau Cover - Hard 4% 4% 6% 6% 1% 1% 3% 9%

Tires - Off-Road/Plus-Sized 4% 5% 4% 3% 2% 6% 4% 1%

Lift Kits 3% 4% 1% 3% 2% 5% 3% <1%

GPS Navigation System 2% 3% 3% 1% 2% 1% 3% 2%

Polish/Wax and Cleaning Products 2% 2% 3% 3% 1% 2% 3% 2%

Transmission - Performance Upgrade 2% 3% 2% 1% 3% 5% 3% 0%

Window Tinting/Lamination 2% 2% 2% 3% 2% 0% 3% 3%

Battery/Battery Wraps 2% 2% 1% 2% 3% 3% 2% 1%

Trailer Hitch 2% 1% 2% 3% 1% 1% 2% 2%

Cap/Shell 2% 1% 2% 5% 1% 1% 1% 4%

Alloy Wheels 2% 4% 0% 1% 1% 1% 2% 1%

OTHER


F-150/F-250/F-350


Other products were selected by 1% or fewer of respondents

Accesorizers were asked to choose the most important upgrade they have made to their pickup


DETAILS – ACTIVITIES


How Pickup Is Used


For both

business and

personal usage

47% 48% 48% 35% 54% 70% 53% 25%

Only for personal

use53% 52% 52% 65% 46% 30% 47% 75%

OTHER


F-150/F-250/F-350


Vehicles used solely for business were not included in this study


Main Purpose of Pickup


It is the primary

vehicle that is used

on a regular basis

78% 79% 76% 78% 77% 77% 75% 82%

It is used primarily for

work purposes8% 6% 12% 5% 10% 11% 10% 4%

It is used mostly for

recreational purposes13% 15% 10% 15% 13% 11% 14% 13%

It is mostly used for

display purposes<1% 0% 1% 1% <1% 0% 1% 0%

It is currently not

being driven<1% 0% 1% 0% 0% 1% 0% 0%

Other 1% <1% 1% 1% 0% 0% 1% 1%

OTHER


F-150/F-250/F-350



Types of Part/Accessory Purchases Made for Pickup


Replaced worn

out/damaged parts

with factory

equivalent

32% 32% 32% 26% 38% 35% 39% 20%

Replaced worn

out/damaged parts

with upgraded

versions

37% 41% 37% 25% 45% 60% 44% 15%

Purchased new

parts/accessories to

modify vehicle

85% 83% 89% 92% 80% 76% 84% 92%

OTHER


F-150/F-250/F-350



Who Has Installed Parts/Accessories Purchased for Pickup


Factory (came with

vehicle when

purchased)

19% 20% 19% 12% 22% 31% 23% 5%

Dealer 41% 41% 41% 36% 45% 51% 42% 34%

Independent auto

shop47% 47% 50% 42% 47% 67% 47% 35%

Yourself or help from

friends/family51% 49% 52% 56% 48% 60% 49% 49%

Other 1% 1% 1% 2% <1% <1% 1% 2%

OTHER


F-150/F-250/F-350



How Often Truck-Related Activities Performed

ST=Sometimes

O=Often


TOWING AND HAULING ACTIVITIES

ST O ST O ST O ST O ST O ST O ST O ST O

Tow large items 54% 17% 59% 15% 57% 21% 47% 16% 53% 16% 65% 18% 58% 19% 42% 14%

Tow smaller items 57% 16% 57% 21% 60% 18% 57% 9% 55% 16% 61% 20% 58% 21% 53% 6%

Carry passengers in

the rear seat45% 47% 44% 50% 40% 54% 52% 41% 46% 44% 39% 54% 35% 60% 64% 24%

Carry pets in the

vehicle47% 25% 46% 23% 47% 27% 44% 20% 50% 28% 50% 27% 50% 28% 40% 19%

Carry outdoor

recreation items in

truck bed

52% 31% 47% 33% 54% 29% 50% 26% 56% 34% 51% 39% 51% 38% 54% 16%

RECREATIONAL ACTIVITIES

Go camping,

hunting, fishing or

other outdoor

recreation

50% 37% 49% 38% 51% 37% 49% 35% 51% 37% 46% 44% 50% 42% 53% 24%

Drive off-road 50% 21% 53% 18% 49% 24% 46% 16% 52% 24% 51% 33% 54% 26% 43% 6%

Take a multi-day

pleasure drive62% 30% 58% 35% 63% 31% 68% 20% 61% 32% 55% 35% 58% 36% 72% 17%

Take a shorter

pleasure drive55% 43% 50% 47% 56% 43% 63% 33% 52% 46% 50% 46% 48% 49% 67% 31%

OTHER


F-150/F-250/F-350



How Often Truck-Related Activities Performed

ST=Sometimes

O=Often


RACING AND CLUB EVENTS

ST O ST O ST O ST O ST O ST O ST O ST O

Display my truck at car/truck

shows12% 17% 14% 15% 13% 21% 4% 16% 16% 16% 17% 18% 17% 19% 2% 14%

Participate in amateur or

professional racing13% 16% 12% 21% 14% 18% 3% 9% 19% 16% 21% 20% 17% 21% 2% 6%

Participate in off-road driving

competition or event 17% 47% 16% 50% 19% 54% 4% 41% 25% 44% 27% 54% 22% 60% 3% 24%

Attend truck club gatherings or

other club events26% 25% 28% 23% 28% 27% 13% 20% 31% 28% 40% 27% 31% 28% 9% 19%

WORKING ON TRUCK

Perform maintenance or repairs

on my truck 50% 37% 52% 38% 52% 37% 56% 35% 43% 37% 52% 44% 50% 42% 48% 24%

Install upgrades or accessories 69% 21% 71% 18% 67% 24% 73% 16% 67% 24% 70% 33% 67% 26% 71% 6%

RESEARCH AND SHOPPING

Browse the internet for new

part/accessory ideas 54% 31% 50% 33% 52% 33% 65% 22% 53% 34% 51% 41% 48% 41% 66% 9%

Watch videos/tutorials related to

working on my truck 54% 23% 56% 19% 49% 28% 54% 20% 57% 25% 54% 35% 55% 29% 52% 8%

Shop specifically for new parts/

accessories at a physical

location

65% 20% 63% 19% 63% 25% 73% 12% 64% 22% 63% 29% 63% 26% 71% 5%

Shop specifically for new parts/

accessories online 61% 23% 57% 24% 59% 23% 64% 20% 63% 24% 56% 36% 60% 30% 65% 6%

OTHER


F-150/F-250/F-350



How Often Parts/Accessories Typically Purchased


Only at the time I

acquired/purchased

my truck

11% 10% 11% 15% 10% 5% 9% 18%

Every 1—3 months 22% 28% 23% 18% 19% 27% 28% 10%

Every 4—6 months 28% 22% 31% 25% 34% 36% 31% 20%

Every 7—11 months 16% 19% 12% 15% 17% 18% 16% 13%

Every 1—2 years 10% 8% 12% 12% 10% 11% 9% 13%

Every 2 years or more 3% 5% 1% 4% 4% 1% 2% 7%

Don't know/Not sure 9% 9% 10% 13% 6% 3% 5% 20%

OTHER


F-150/F-250/F-350



Where They Do Research For New Parts/Accessories


Online marketplaces and

general retailers51% 46% 50% 56% 53% 53% 56% 43%

Talking to people in your

personal network44% 44% 48% 43% 42% 60% 46% 33%

Looking at products in retail

stores44% 42% 47% 44% 42% 47% 45% 40%

Automotive retailer websites 39% 33% 43% 47% 35% 39% 39% 41%

Consulting with professionals 38% 38% 35% 39% 41% 36% 38% 40%

Parts manufacturer websites 33% 32% 37% 32% 31% 35% 33% 31%

Online product reviews 28% 24% 34% 27% 29% 25% 30% 28%

Visiting auto dealerships 27% 28% 28% 22% 29% 31% 28% 24%

Auto manufacturer websites 25% 24% 30% 27% 22% 21% 23% 32%

Visiting auto customization/

specialty shops23% 26% 21% 23% 23% 23% 25% 21%

Online videos about truck parts

or accessories23% 19% 24% 22% 25% 26% 26% 16%

Truck-related TV shows/

movies/printed materials20% 19% 23% 22% 17% 19% 22% 18%

Auto enthusiast or specialty

websites17% 17% 20% 15% 15% 21% 19% 10%

Attending auto shows/exhibits/

events15% 14% 14% 14% 16% 22% 15% 10%

Social media 13% 14% 13% 11% 13% 18% 16% 4%

Auto magazine websites 12% 8% 15% 14% 11% 14% 13% 9%

None of the above 4% 3% 4% 5% 4% 1% 3% 7%

OTHER


F-150/F-250/F-350



Buyer Types


Total Enthusiasts 49% 53% 49% 44% 51% 58% 58% 32%

Builder 20% 20% 24% 19% 17% 24% 24% 11%

Driver 10% 12% 9% 12% 7% 11% 11% 7%

In-crowd 20% 21% 17% 13% 27% 23% 23% 14%

Total Non-Enthusiasts 51% 47% 52% 56% 49% 42% 42% 69%

Handyman 8% 8% 10% 6% 8% 6% 7% 11%

Commuter 20% 19% 19% 22% 22% 21% 20% 21%

DIFM 23% 20% 24% 28% 20% 15% 16% 37%

OTHER


F-150/F-250/F-350





Auto Repair and Accessories 41% 39% 48% 35% 42% 59% 47% 22%

Classic Cars/Hot Rods 23% 23% 22% 20% 25% 29% 26% 15%

Drag Racing 12% 12% 12% 11% 14% 16% 14% 9%

F-1 or Indy Car Racing 10% 10% 15% 6% 9% 14% 11% 6%

General Auto News 27% 25% 26% 19% 35% 32% 32% 16%

Motocross/Motorcycling 11% 11% 14% 7% 11% 17% 13% 4%

NASCAR Racing 23% 23% 21% 22% 23% 17% 25% 22%

Off-Road Racing 14% 14% 15% 10% 16% 23% 16% 5%

Sports Cars 18% 21% 20% 14% 18% 24% 22% 9%

Trucks/Off-Road Vehicles 32% 31% 36% 33% 28% 37% 35% 25%

Other <1% <1% 0% 1% 1% 1% 1% <1%

None of the above 25% 26% 24% 33% 18% 11% 17% 45%

OTHER


F-150/F-250/F-350



Hobbies They Participated In


Bicycling 33% 29% 38% 27% 37% 39% 36% 24%

Boating/Sailing 27% 30% 30% 24% 23% 28% 30% 21%

Camping/Hiking 48% 49% 49% 46% 47% 50% 53% 38%

Climbing 10% 10% 10% 6% 15% 18% 13% 2%

Gardening/Landscaping 38% 34% 36% 37% 43% 26% 37% 45%

Hunting/Fishing 49% 52% 51% 47% 45% 46% 52% 45%

Participating in sports 29% 25% 30% 27% 32% 32% 34% 18%

Travel 56% 53% 60% 55% 56% 51% 52% 66%

Playing video games 33% 29% 32% 29% 39% 43% 41% 14%

Watching live sporting events 44% 42% 46% 51% 39% 33% 46% 48%

None of the above 3% 4% 2% 5% 3% 5% 3% 4%

OTHER


F-150/F-250/F-350





ATV/Quad runner 28% 32% 34% 20% 24% 32% 33% 17%

Boat 32% 36% 35% 26% 30% 32% 33% 29%

Dune buggy 6% 9% 7% 1% 8% 11% 9% 0%

Go Kart 10% 11% 11% 4% 12% 23% 10% 2%

Golf Cart 12% 13% 13% 7% 15% 17% 15% 6%

Off-road motorcycle 13% 15% 14% 9% 15% 24% 16% 3%


motorcycle17% 18% 15% 19% 17% 15% 19% 15%

Personal Watercraft 13% 14% 16% 6% 14% 17% 14% 9%

Recreation trailer 19% 20% 23% 15% 17% 19% 20% 17%

RV/Motorhome 10% 15% 9% 8% 9% 13% 10% 8%

Snowmobile 9% 9% 12% 4% 12% 17% 11% 3%

Travel Trailer/Camper 21% 24% 21% 18% 22% 23% 23% 17%

Utility trailer 24% 29% 25% 23% 19% 21% 21% 29%

UTV/Side by side 7% 8% 10% 5% 6% 9% 9% 4%

None of the Above 23% 20% 21% 30% 23% 23% 21% 27%

OTHER


F-150/F-250/F-350



DETAILS – DEMOGRAPHICS


Pickup Make/Model


Cadillac Escalade EXT 2% 6% 0% 0% 0% 2% 3% 0%

Chevrolet Silverado

(1500, 2500, 3500)18% 73% 0% 0% 0% 23% 18% 16%

GMC Sierra (1500,

2500, 3500)5% 21% 0% 0% 0% 2% 5% 8%

Ford F-Series (F-150,

F-250, F-350)25% 0% 100% 0% 0% 25% 25% 24%

Ram (1500, 2500,

3500)21% 0% 0% 100% 0% 13% 18% 32%

Chevrolet Avalanche 2% 0% 0% 0% 6% 1% 3% 0%

Chevrolet Colorado 3% 0% 0% 0% 12% 5% 3% 4%

Dodge Dakota 2% 0% 0% 0% 8% 4% 2% 2%

Ford Ranger 1% 0% 0% 0% 5% 2% 2% 1%

GMC Canyon 1% 0% 0% 0% 4% 1% 2% 1%

Honda Ridgeline 1% 0% 0% 0% 4% 1% 1% 1%

Nissan Frontier 3% 0% 0% 0% 11% 3% 3% 4%

Nissan Titan 1% 0% 0% 0% 5% 1% 2% 1%

Toyota Tacoma 7% 0% 0% 0% 23% 7% 7% 5%

Toyota Tundra 6% 0% 0% 0% 22% 8% 8% 2%

OTHER


F-150/F-250/F-350



Pickup Model Year


2010 9% 11% 6% 8% 9% 10% 10% 6%

2011 9% 7% 12% 9% 9% 10% 9% 10%

2012 12% 7% 14% 16% 13% 12% 11% 14%

2013 14% 17% 18% 11% 11% 12% 13% 17%

2014 21% 24% 17% 25% 20% 18% 22% 23%

2015 24% 25% 26% 22% 22% 27% 23% 22%

2016 11% 7% 8% 10% 16% 11% 12% 9%

OTHER


F-150/F-250/F-350



How Pickup was Purchased


Purchased Vehicle

New78% 70% 81% 79% 81% 71% 79% 79%

Leased Vehicle New 6% 9% 5% 4% 4% 7% 5% 7%

Purchased Used 16% 19% 14% 16% 14% 19% 15% 14%

Leased Used 1% 1% 1% 1% <1% 3% 1% 0%

OTHER


F-150/F-250/F-350



Fuel Type of Pickup


Gas 82% 84% 83% 85% 78% 79% 78% 91%

Diesel 15% 14% 15% 13% 17% 21% 18% 8%

Alternative Power/

Other3% 2% 3% 1% 5% 1% 5% 1%

OTHER


F-150/F-250/F-350



Engine Configuration of Pickup


4 cylinders 4% 2% 2% 0% 12% 4% 4% 6%

6 cylinders 31% 18% 39% 21% 44% 37% 30% 30%

8 cylinders 62% 77% 58% 78% 42% 57% 64% 62%

10 cylinders 1% 2% 2% 1% <1% 2% 2% 0%

Other 1% 0% 0% 0% 3% 0% 1% 2%

OTHER


F-150/F-250/F-350



Transmission Type of Pickup


Automatic

Transmission94% 96% 90% 99% 90% 87% 93% 97%

Manual

Transmission6% 4% 10% 1% 10% 13% 7% 3%

OTHER


F-150/F-250/F-350



Drive Wheel Configuration of Pickup


2-wheel Drive 21% 19% 18% 20% 27% 18% 18% 29%

4-wheel Drive 79% 81% 83% 80% 73% 82% 83% 71%

OTHER


F-150/F-250/F-350



Number of Miles Driven in Pickup Annually


Less than 10,000 34% 31% 32% 32% 42% 43% 32% 33%

10,000 to less than

20,00041% 42% 45% 48% 31% 27% 41% 49%

20,000 to less than

30,00014% 15% 14% 13% 13% 15% 15% 10%

30,000+ 11% 12% 10% 7% 14% 15% 12% 7%

Average 14,679 15,355 14,415 13,857 14,914 15,784 14,925 13,436

OTHER


F-150/F-250/F-350



Gender


Male 72% 63% 73% 82% 73% 63% 69% 83%

Female 28% 37% 28% 18% 27% 37% 31% 17%

OTHER


F-150/F-250/F-350



Age


18—24 8% 8% 10% 4% 9% 43% 0% 0%

25—29 11% 12% 9% 8% 13% 57% 0% 0%

30—39 32% 33% 31% 21% 41% 0% 66% 0%

40—49 17% 16% 19% 19% 15% 0% 34% 0%

50—59 15% 16% 14% 23% 9% 0% 0% 46%

60+ 17% 15% 18% 25% 13% 0% 0% 54%

OTHER


F-150/F-250/F-350



Where They Live


Metropolitan city 21% 21% 20% 12% 30% 30% 27% 7%

Suburban community

of a larger city41% 37% 45% 44% 38% 44% 40% 40%

Small town 16% 18% 14% 17% 17% 17% 13% 21%

Rural area 21% 24% 22% 27% 15% 9% 20% 33%

OTHER


F-150/F-250/F-350



Annual Household Income


Under $25,000 2% 3% 0% 3% 2% 5% 1% 1%

$25,000 - $49,999 13% 12% 16% 12% 14% 17% 11% 15%

$50,000 - $74,999 22% 22% 22% 20% 25% 28% 19% 23%

$75,000 - $99,999 24% 24% 25% 19% 28% 27% 26% 19%

$100,000 - $124,999 13% 13% 11% 11% 15% 5% 16% 13%

$125,000 - $149,999 11% 12% 11% 15% 8% 6% 12% 13%

$150,000 - $174,999 8% 9% 8% 9% 5% 5% 10% 6%

$175,000 or more 6% 4% 9% 11% 3% 5% 6% 9%

OTHER


F-150/F-250/F-350



Current Occupation


Accounting or Financial

Services6% 4% 8% 5% 7% 11% 7% <1%

Advertising, Marketing, or

Entertainment2% 1% 2% 2% 3% 2% 3% <1%

Agriculture 3% 3% 4% 4% 3% 4% 4% 2%

Architecture or Engineering 5% 7% 6% 4% 5% 6% 6% 3%

Construction or General

Contractor8% 9% 8% 5% 10% 9% 11% 3%

Craftsman/Skilled Trades 4% 2% 4% 4% 6% 4% 4% 4%

Food Service 2% 2% 3% 2% 3% 4% 3% <1%

Full-time parent 3% 3% 3% 1% 4% 3% 5% 0%

Healthcare Provider 5% 4% 6% 7% 5% 7% 6% 2%

Manufacturing - Automotive 1% 1% 1% 1% 1% 2% 1% 0%

Manufacturing - Other 6% 7% 6% 7% 5% 3% 9% 3%

Professional Services 7% 8% 9% 5% 7% 5% 8% 8%

Protective Services 3% 4% 3% 6% 2% 4% 3% 3%

Retail - Automotive 1% 3% 1% 1% 1% 2% 2% 0%

Retail - Other 4% 6% 4% 5% 3% 4% 5% 3%

Transportation 3% 4% 2% 4% 2% 2% 3% 4%

Other 15% 17% 14% 13% 15% 9% 10% 28%

None of the above or not

currently working20% 19% 20% 23% 19% 19% 10% 36%

OTHER


F-150/F-250/F-350



METHODOLOGY


Why Do this Research?

• Pickups represent a major portion of the specialty-equipment market and are the sector of the automotive market that has been most affected by the recent economic recession and gas price fluctuations.

• While other research has been done in this space previously, SEMA and the Light Truck Accessory Association (LTAA) felt that it was time to take a fresh look.

• This project was commissioned to help SEMA members better serve the needs of companies manufacturing and retailing pickup parts and accessories to develop sales strategies, marketing communications, and help new-product development decisions.

• The objective is to present SEMA members with the information needed to understand how pickup accessorizers use and modify their truck. In particular, gain understanding of the following:

• What modifications and upgrades do these owners buy and plan to buy?

• Where do they research, shop and buy from?

• What are their lifestyles, hobbies, and other habits that can be appealed to when marketing to them?

• How do they use their pickups?

• Aside from what make and model they own, are there any other distinct types of pickup accessorizers that SEMA members

can target?


How Was the Research Conducted?

SEMA commissioned Ipsos RDA to develop and field a quantitative survey that was completed by 803 owners of 2010-16 pickups who accessorize their vehicle.

• This study recruited participation from a broad-representative national panel to ensure we hear from the full range of pickup accessorizers. Only respondents indicating they had purchased or plan to purchase some type of modification or accessories were included in the results.

• Respondents were asked a range of questions about their vehicles, usage, purchase habits and interests to provide a richer, moredetailed look at the pickup accessorizer to help understand their underlying motivations.

• Supplementary data from Experian’s Vehicles in Operation (VIO) database and the 2016 SEMA Annual Market Report were used to give a view of the broader pickup market.

• The final data represents a mix of the top-selling pickup models from the brands shown below:


Who Participated in the Research?

• For this research, we looked at a broad group of consumers, not just enthusiasts. We cast the widest possible net for a few reasons:

• To make sure we’re not missing someone. There may be some people who are consumers in the market but who we might not typically interact with.

• To make it applicable to the widest range of parts and accessory applications (our industry encompasses more than performance upgrades).

• To identify opportunities for expansion or extension. We want to identify ways that our membership can grow their market by gaining an understanding of the broadest consumer needs.

• U.S. nationwide sample

• Conducted June 2016–August 2016

• 803 total interviews

• U.S. residents

• Age 18+ years

• Own at least one 2010–2016 model year pickup, are a primary decision-maker for purchases concerning their truck

• Truck not used solely for business (this research focus on consumer products)

• Have purchased or intend to purchase pickup truck accessories or modifications (excluding routine maintenance)

• We managed the sample to make sure we covered a range of consumers:

• Top-selling pickup models

• Representation across demographics


Vehicle Categories

For analytical purposes, pickup models have been combined into 4 different groups to create vehicle

segments. GM, Ford, and RAM full-size pickups are the highest sellers, while the lower volume sellers have

been grouped together in “Other.” Only 2010–2016 model years were considered to focus the attention on

current or recent modifications and increase likelihood of measuring similar needs for future model years.

201 Respondents 200 Respondents 171 Respondents 231 Respondents

Chevy Silverado

1500/2500/3500

Ford

F-150/F-250/F-350

RAM

1500/2500/3500

Chevy Colorado/

GMC Canyon

GMC Sierra

1500/2500/3500

Toyota Tacoma/

Tundra

Cadillac Escalade ETX Honda Ridgeline

Nissan Frontier/Titan

OTHER


Questions? 87

Comments and suggestions appreciated.

Happy to provide clarifications.

SEMA Market Research is here to help.

Download SEMA Market Research reports at

www.sema.org/research

Gavin Knapp

Director, Market Research

909-978-6712

[email protected]

Matt Kennedy

Research Manager

909-978-6730

[email protected]

http://www.sema.org/research


SEMA

Pickup

Report

September 2016

how they shop sema pickup reportthis report profiles owners of 2010–2016 pickups who have...

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