The SEMA 2011 Pickup Truck Market Research Report authored by Hedges & Company is available as a free download for SEMA members. Non-members may purchase a copy for $99.95 at SEMA.org/2011pickupreport. This light truck report dives deeper into the industry than SEMA’s previous market research report from 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. Trucks and truck accessories 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 includes 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.
The 2008 light truck market research report covered only late-model offerings, focusing on 2007 and 2008 midsize and fullsize pickups. The new report covers a decade’s worth of vehicles, ranging from the 2001 to the 2011 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 market research 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 for the study.
Top Ten Accessories Installed/Planned to Install: 2001-2011 Fullsize Pickup Owner
1. Custom Front Grille 19.60%
2. Air Cleaner/Intake 18.20%
3. Performance Tires 17.90%
4. Performance Exhaust 14.70%
5. Custom Floor Mats 10.60%
6. Custom Wheels 9.80%
7. Toolbox 9.70%
8. Navigation Systems 9.70%
9. Heavy Duty Trailer Hitch 9.60%
10. Trailer Brake Controller 9.00%
Top 10 Accessories Installed/Planned to Install: 2001–2011 Midsize Pickup Owners
1. Performance Tires 16.70%
2. Air Cleaner/Intake 15.30%
3. Navigation Systems 10.20%
4. Custom Front Grille 8.80%
5. Heavy-Duty Trailer Hitch 8.80%
6. Performance Exhaust 8.40%
7. Side Window Drip Guard 8.40%
8. Custom Wheels 7.40%
9. Tool Box 7.40%
10. Bed Mat 7.00%