New research from America’s leading automotive aftermarket trade organization has revealed interesting insights about U.S. consumer trends and the future of the automotive industry.
Gavin Knapp
Director of Market Research, Specialty Equipment Market Association (SEMA)
According to the Specialty Equipment Market Association’s (SEMA) 2025 Market Report, U.S. consumers spent an incredible $52.65 billion accessorizing and modifying their vehicles in 2024. Despite political and economic headwinds, consumers continued to spend at a rate similar to years past, highlighting America’s continued love affair with their vehicles.
Four key trends emerged from the report:
Vehicles are staying on the road longer
Last year, the average age of cars on the road reached an all-time high of more than 12 years old. As people hold onto vehicles longer and the average sales price of vehicles continues to rise, more owners will likely seek out repairs, upgrades, and modifications that extend their vehicles’ lifespans.
Pickups are in the driver’s seat
Pickup truck owners continue to lead the way with the most spending on accessories, accounting for a third of the specialty-equipment market. While crossover utility vehicles (CUVs) are the fastest-growing vehicle segment on the road, there is a continued drop in production and sales for traditional cars (coupes and sedans), which is changing the mix of vehicles on the road.
SEMA finds that truck owners are leading the market in enhancing their vehicles’ safety, performance, and comfort, which is in line with the already considerable investment they made to purchase these vehicles.
EV forecasts fizzle, but speed has an appeal
SEMA predicts a significant change in the future for new EVs. Based on the changing landscape, SEMA lowered its forecast for EV sales from over one-third of vehicles to only 22% of new sales in 2035.
Even as the market for new EVs begins to lag, owners of vehicles with alternative powertrains, including electric and hybrids, are leaning into the performance possibilities they offer. There is a developing interest in performance accessories and EV racing, so usage of these vehicles will continue to evolve in the coming years.
While cars get older, accessorizers get younger
A passion for personalizing and accessorizing vehicles is strongest in younger owners. More than half of those accessorizing their vehicles are under the age of 40, as personalization rates decline among older age groups. Vehicle owners under 30 are also more likely to be passionate enthusiasts willing to do more extensive modifications on their cars and trucks. While younger people may have a more limited budget compared to older groups, younger drivers are passionate about making a statement with their vehicles.
The car may not make the man (or woman), but trends in vehicle and accessory sales can tell us a lot about the economy and the road ahead.
