ATLANTIC CITY — If you think the first modification sport compact enthusiasts make to their car is wheels, or that they are extremely brand savvy, think again. A recent consumer panel listed engine performance as the first modification they tackle. And with regard to brands, well, it’s the third most important buying decision.
These and other sport compact assumptions were dispelled at a recent youth forum that took place at the International Auto Salon, sponsored by the Specialty Equipment Market Association (SEMA), in Atlantic City, N.J., in May.
The forum examined the common industry perception of the performance market vs. what consumers really think and want in performance parts and accessories.
SEMA asked members of the performance industry to answer 16 questions as they believed consumers would respond. Simultaneously, 17- to 28-year-old sport compact enthusiast panelists (75 percent of which were male) also answered the questions. In the end, audience members were able to see the perception the industry had of the average young consumer.
“We thought it would be a great idea to have the industry use their perceptions to answer the same questions as the consumer,” explains Tony Lawinski, research and information specialist for SEMA. “And we could have this classic marketing problem work out in front of our eyes.”
Michael Yatkowitz, sales representative for Bosal U.S.A. Inc., participated in the question and answer experiment.
“I thought it was very helpful,” he says. “A couple of the answers were surprising. We all thought Honda was the hot car, and obviously there were other vehicles people like to modify.”
About 8 percent of the panel noted they drive Hondas. Yatkowitz also says knowing what is popular with Generation Y is not always easy for the aftermarket.
“That’s the tricky part,” he comments. “Unfortunately, when we first started about 15 years ago in the performance market, we were looking at the number of vehicles sold. For example, when the RAV4 first came out, there were a million of them sold and they were built by Toyota, so we thought they would be popular. It’s very hard to dictate what’s hot and what’s not and why they modify certain cars and not others.”
High-performing results
The focus group results compared 29 consumer opinions with 19 industry executive opinions.
The panelists noted that magazine ads are most successful at getting their attention, followed by car show sponsorships, Internet banners and TV commercials.
“When Toyo Tires or someone puts on an event, it catches our attention,” one consumer noted.
Almost 71 percent of the panel said an Internet site is used for the majority of their product purchases. They also mentioned catalogs, independent auto parts stores and car dealerships as other locations.
Like typical sport compact modifiers, the panelists also plan to spend more money on their cars in the next 12 months. About 8 percent expect to spend up to $500; 29 percent will spend $501 to $3,000; 33 percent will spend $3,001 to $5,000; and 29 percent will spend more than $5,000.
Almost half of the panelists expect to spend most of their money on engine performance. About 21 percent listed suspension performance. And, although 40 percent of the industry executives thought consumers would be purchasing audio and video equipment, only 4 percent of the panelists concurred.
Lawinski says SEMA plans to conduct a similar forum at their show in Las Vegas.
Perception vs. reality
More quick numbers from the Sport Compact Council/Wheel Industry Council youth forum.
- 67 percent said they would like more modifications to be made available at the dealership.
- Almost 21 percent spent between $5,000 and $10,000 on their vehicle in the past 12 months.
- 63 percent used Internet forums and chat rooms to gather information about purchases.
- 54 percent said quality is the No. 1 factor in product purchasing decisions, followed by cost, brand name and warranty.
- 17 percent drive Subarus, while another 17 percent drive Nissans.
