Do Young People Still Love Cars? Yes, Says a New SEMA Report—Just Differently 06.11.2019: Youth Report Cars and their accessorization are still very much a youthful passion, according to the newly released “SEMA Young Accessorizers Report,” which separates fact from media hype about the demographic’s automotive habits. Is today’s youn

Youth Report Cars and their accessorization are still very much a youthful passion, according to the newly released “SEMA Young Accessorizers Report,” which separates fact from media hype about the demographic’s automotive habits.
       

Is today’s younger generation

giving up on driving, shunning car culture and turning away from vehicle accessorization? Far from it, says a new consumer study by SEMA’s Marketing Research department. In fact, the recently released “SEMA Young Accessorizers Report” suggests that this demographic is still as car crazy as ever—just in a different way.



Two years in the making, SEMA’s research initiative encompassed an online quantitative survey of more than 1,000 young accessorizers, followed by an online qualitative deep dive into the behaviors and attitudes of a representative subset. To be considered a “young accessorizer,” subjects had to fall within a specific age range; have a valid driver’s license; drive or own at least one vehicle and use it in some capacity; be at least somewhat involved in its maintenance, repair or modification; and have modified or upgraded it in the past year.



“For this study, we wanted to look at emerging drivers and emerging adults, so we focused specifically on 16- to 24-year-olds,” said Gavin Knapp, SEMA director of market research. “What we found is that most 16-year-olds don’t have a driver’s license. It’s hard for them. They have to worry about insurance and all the hoops of getting a license. There’s not free drivers’ education anymore, and so they wait. But they only wait until they’re 17, 18 or 19. Once they have their license and start driving—and especially once they get into their 20s—they need a car for work, school and socializing, and they want to make that car their own.”




Urban Myth-Busting



But what about all the news reports saying kids are no longer into cars, care only about their phones and digital devices, and would rather take Uber or Lyft than drive? According to Knapp, such reporting is likely based on the urban bias of the major media outlets doing the coverage.



“A lot of what’s coming out about vehicles in general comes from media and analysts who live in places like Manhattan and think the whole world is following the trends found there,” he explained. “One example is the idea that college-age kids in highly condensed urban areas aren’t owning cars. But that’s nothing new. If you look back 10 or 20 years, that same demographic also didn’t own cars. And just because someone may fit into that box now doesn’t mean that they’re going to act the same when they’re 30 or 35 and their life is completely changed.”



In fact, SEMA research indicates that young drivers actually accessorize at greater rates than the average aftermarket consumer.



“When we look at the broad spectrum of people, we find that only a quarter of drivers participate in our industry,” Knapp said. “With this young group, even when we factor in the 16- and 17-year-olds, it’s still a higher percentage that participates in our industry by accessorizing and modifying their vehicles. So this is actually a highly engaged group.”



The truth is that an estimated 7.9 million young people accessorize their vehicles, spending roughly $7.2 billion on upgrades and accessories last year and representing a sizable share of the $43 billion industry marketplace. Those teen and young-adult accessorizers say they derive a number of key personal benefits from their purchases, including a better-looking vehicle (39%), a sense of pride (37%), enhanced vehicle performance (34%), and greater automotive knowledge (33%). Moreover, today’s youth continue to see the automobile as a primary means to overcome isolation and explore new adventures with friends. Contrary to stereotypes, accesorizers in that demographic say they would rather give up their phones for a week than
their vehicles.



The vast majority of young accessorizers are males, who are influenced by exotic cars, trucks and SUVs. Female accesorizers skew more heavily toward trucks, SUVs and vehicles evoking utility and outdoor activities. But small/midrange vehicles and classics are the cars that each gender within this age group can love.



Whatever their dream car, males and females alike aim for a blend of performance and style. They seek convenience, reliability and environmental friendliness without skimping on looks, speed and safety. Yet despite all that, only 23% of male and 17% of female customizers say they can identify with the wider car culture.


read full report here



- SEMA also photo