Figures show that sales of aftermarket parts increased by 9% in 2006 to a whopping $34 billion, according to the Specialty Equipment Aftermarket Association (SEMA). Drivers are "ping their ride" with such aftermarket items as spinning wheel rims, leather seats, and spoilers and automakers are finding that the pie is big enough to share.
Who's doing the "pimping"? Teenagers and early twentysomethings, that's who. Jim Farley, group vice president of marketing for Toyota, states, "In two or three years, one of every four vehicles sold will be sold to a Gen Y consumer." Ford, for example, for years, has designed trunk lids so that a spoiler can be easily added.
Farley, who used to direct Toyota's Scion division, is trying to import that wisdom on to Toyota's new Tundra pickup. The automaker has doubled the number of direct aftermarket parts it offers for the Tundra to 45 with plans for even more parts. And to indicate its intent, Toyota will be sponsoring this year's SEMA show and will also debut two new vehicles at the show.
Other automakers include Jeep, which has designed its new Wrangler in such a way as to make it easy to customize. Ralph Gilles, vice president of Jeep and truck designs, recently said that Jeep
buyers spend an average of $300 on Mopar accessories.
