Industry News

Automotive specialty equipment market expected to rebound


According a new 2020 SEMA Market Report, the specialty equipment market has shown great growth over the last 10 years with industry retail sales climbing nearly 4% to a new high of $46.2 billion in 2019.

Even though 2020 has altered the industry with estimates that sales will likely be down 12% this year, 50% of industry businesses expect their sales to be the same as or even better than 2019 by Q4 2020.

“While this year has presented its challenges, the 2020 SEMA Market Report can help our member companies identify the key areas of interest for consumers and prepare for the growth that we expect in 2021,” said SEMA Director of Market Research Gavin Knapp. “It’s still early to predict exactly how things will play out over the next couple years, but the positive news is that as the country re-emerges from the shutdown, we can expect that sales should rise back towards previous levels.”

In-store purchases accounted for the largest share of 2019 retail sales, representing almost 60% of the total. It is highly likely that online purchases will spike in 2020 due to COVID-19, but SEMA expects that many consumers will return to in-store shopping once restrictions are loosened. Word-of-mouth and the web were important sources of ideas and information for consumers researching potential upgrades. Forty-four percent of consumers used search engines or review websites, 40% went directly to manufacturers’ own websites, and 37% sought advice or recommendations from friends or relatives.

Pickup upgrades are the largest sector of the specialty equipment industry, accounting for 31% of 2019 retail sales, although mid-range cars, CUVs, and SUVs (including the Jeep Wrangler) are also major components of the market. Fifty-nine percent of specialty-automotive consumers are under the age of 40, and younger drivers are more likely than older drivers to buy performance parts or accessories and make heavier modifications to their vehicles.

To learn more about where the opportunity is for your business and to get the latest research on market sizing, consumer profiles, and 2020 industry indicators, download the report for free today from SEMA Market Research at

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