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Automotive Accessories - US - August 2010

This report explores consumer behavior regarding the purchase and use of automotive accessories inside and outside the vehicle. It provides insight into the factors affecting consumer purchasing behavior and how they will impact future sales, promotional campaigns and industry innovations. Specific questions that are answered in this report include, but are not limited to, the following:

  • Why do consumers purchase automotive accessories and how much does a need to reflect their personality relate to that behavior?
  • What range of products do consumers purchase most or least inside and outside the vehicle?
  • What electronic products are most important to consumers and what others have yet to hit the mainstream in overall purchasing behavior?
  • How does online purchasing of automotive accessories rate in relation to brick-and-mortar purchasing?
  • What specific brand outlets are consumers more or least active in purchasing automotive accessories?
  • What model vehicles are consumers purchasing accessories for the most? The least?
  • What exterior products are consumers most invested in purchasing for their vehicles?
  • What products are innovating the market and may show strong potential for the future?
  • Are consumers installing these products at home, at the dealership, or by an outside mechanic? Is there a connection between what they purchase and where they get that purchase installed?

This report provides an in-depth examination of the consumer use of automotive accessories for industry retailers, distributors and marketers interested in pursuing opportunities to innovate trends within segments and to evaluate consumer behavior. Analysis covers three separate accessory segments: interior electronic accessories, interior non-electronic accessories and exterior accessories.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data Sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Respondents are buying accessories for 5-year-old vehicles and older
                        • Consumers say they value safety, fuel efficiency when it comes to cars
                          • However when it comes to buying, safety is trumped by personality
                            • Consumers are driving more, suggesting more need for accessories
                              • Decline in new car sales suggests accessory sales will increase
                                • Stasis in used car sales also expected to benefit accessory sales
                                  • Consumers purchasing accessories at big box retailers followed by chains
                                    • Online retailing third most desirable outlet for purchasing accessories
                                      • In-car technology market hurt by recession
                                        • Majority of electronic items installed at the point of new car purchase
                                          • Simplest non-electronic items are purchased most for self-install
                                            • License plate holders most popular exterior accessory installed
                                            • Insights and Opportunities

                                              • Invest in customization program modeled after European automakers
                                                • Launch promotions that invite consumers to customize accessories
                                                  • Create ancillary accessories to impress brand awareness upon public
                                                    • Automakers can pursue in-car bundle subscriptions for accessory access
                                                    • Inspire Insights

                                                        • Trend: Customization
                                                          • You can always get what you want
                                                            • Customization allows buyers to feel ownership of vehicles
                                                              • BMW breaking mold for offering customization program to U.S. buyers
                                                                • Accessories can help buyers become “true” owners of their vehicles
                                                                • Electronic Interior Accessories

                                                                  • Key points
                                                                    • Discretionary spending concerns hurt in-car technology market
                                                                      • Figure 1: Total in-vehicle technology revenues, 2006-11
                                                                    • Majority of electronic items installed at the point of new car purchase
                                                                      • Figure 2: Electronic interior items consumers have installed in vehicles, June 2010
                                                                  • Electronic Interior Accessories—By Product

                                                                    • Key points
                                                                      • Respondents most likely to purchase CD players, GPS for vehicles
                                                                        • Figure 3: Electronic interior items consumers have installed in vehicles, June 2010
                                                                      • CD Players: Asians purchasing most compared to blacks, whites, Hispanics
                                                                        • Figure 4: CD player purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                      • DVD Player: Households earning $75K-$99.9K most likely purchasing
                                                                        • Figure 5: DVD player purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                      • GPS: Those aged 25-34, 18-24 most likely to purchase as accessory
                                                                        • Figure 6: GPS purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                      • Wireless Router: Majority of respondents do not yet own
                                                                        • Figure 7: Wireless routing purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                      • Satellite Radio: Highest-income households purchasing most
                                                                        • Figure 8: Satellite radio purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                      • MP3 Player Adapter: Respondents aged 18-24 most active in purchasing
                                                                        • Figure 9: MP3 player purchasing, by age, household income and race/Hispanic origin June 2010
                                                                      • Subwoofers: Essential among those aged 18-24 than any others
                                                                        • Figure 10: Subwoofer purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                      • Amplifiers: Those aged 18-24 primarily installing at home
                                                                        • Figure 11: Amplifiers purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                      • Infrared Headphones: Majority of respondents do not yet own
                                                                        • Figure 12: Infrared headphones purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                      • Cassette Player: Possible “retro” appeal for youngest respondents
                                                                        • Figure 13: Cassette player purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                    • Non-Electronic Interior Accessories

                                                                      • Key points
                                                                        • Simplest, easier-to-install items are purchased most for self-install
                                                                          • Figure 14: Non-electronic interior items consumers have installed in vehicles, June 2010
                                                                      • Non-Electronic Interior Accessories—By Product

                                                                        • Key points
                                                                          • Air fresheners most likely non-electronic item purchased for vehicle
                                                                            • Figure 15: Non-electronic interior items consumers have installed in vehicles, June 2010
                                                                          • Steering Wheel Covers: Those earning the least purchasing the most
                                                                            • Figure 16: Steering wheel cover purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                          • Cup Holders: Young respondents purchasing in the aftermarket the most
                                                                            • Figure 17: Cup holder purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                          • Seat Covers: Asian respondents most active purchasing in aftermarket
                                                                            • Figure 18: Seat cover purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                          • Air Fresheners: Crosses household income, age demographics in appeal
                                                                            • Figure 19: Air freshener purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                          • Cargo Organizers: Activity highest among respondents aged 25-34, 35-44
                                                                            • Figure 20: Cargo organizer purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                          • Ashtrays: Most common standard accessory in vehicle
                                                                            • Figure 21: Ash tray purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                          • Pet Seat, Harness or Container: Highest among younger drivers
                                                                            • Figure 22: Pet seat, harness or container purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                          • Window Visors: Asians, Hispanics most active in purchasing in aftermarket
                                                                            • Figure 23: Window visor purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                          • CD/DVD Holders: Most active among groups into electronic car media
                                                                            • Figure 24: CD/DVD holder purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                          • Custom Floor Mats: Those 18-24 most active in purchasing
                                                                            • Figure 25: Custom floor mat purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                          • Dashboard Covers: A niche product appealing most to young buyers
                                                                            • Figure 26: Dashboard cover purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                          • Cargo Liners: Most popular among Asian respondents in aftermarket
                                                                            • Figure 27: Cargo liner purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                        • Exterior Accessories

                                                                          • Key points
                                                                            • Half of respondents have license plate holders installed in vehicles
                                                                                • Figure 28: Exterior items consumers have installed in vehicles, June 2010
                                                                            • Exterior Accessories—By Product

                                                                              • Key points
                                                                                • License plate holders top exterior accessories purchased by respondents
                                                                                  • Figure 29: Exterior items consumers have installed in vehicles, June 2010
                                                                                • Grill Guards: Most actively purchased by those 25-34
                                                                                  • Figure 30: Grill guard purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                                • Windshield Deflectors: Safety can be used to sell
                                                                                  • Figure 31: Windshield deflector purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                                • Rooftop Cargo Carriers: Suited in the aftermarket for younger respondents
                                                                                  • Figure 32: Rooftop cargo carrier purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                                • Car Bras: Younger respondents responding to the aesthetic upgrade
                                                                                  • Figure 33: Car bra purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                                • Bike Racks: A niche accessory appealing to younger consumers
                                                                                  • Figure 34: Bike rack purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                                • Nerf Bars: Appealing mainly to respondents 24-34
                                                                                  • Figure 35: Nerf bar purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                                • License Plate Holders: Among those that do own, it’s standard
                                                                                  • Figure 36: License plate holder purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                                • Bumper Guards: Most popular among those age 25-34
                                                                                  • Figure 37: Bumper guard purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                                • Hood Ornaments: Black respondents most likely to purchase
                                                                                  • Figure 38: Hood ornament purchasing, by age, household income and race/Hispanic origin, June 2010
                                                                              • Market Drivers

                                                                                • Americans starting to drive more, may mean more need for accessories
                                                                                    • Figure 39: Consumer vehicle miles traveled, all U.S. roads and streets, 1998-2008
                                                                                  • Total dealership sales fall 17% in 2009
                                                                                    • Figure 40: Total sales at new car dealerships, at current prices, 2003-09
                                                                                  • Drop in used car sales evening out, possibly benefiting accessory sales
                                                                                      • Figure 41: U.S. new and used vehicle unit sales at dealerships, 2005-09
                                                                                  • Retail—Where Consumers Purchase Vehicle Accessories

                                                                                    • Key points
                                                                                      • Big box retailers dominate automotive accessory shopping
                                                                                          • Figure 42: Where consumers purchase automotive accessories, by gender, June 2010
                                                                                        • Respondents aged 18-24 purchasing via eBay following big box retailers
                                                                                            • Figure 43: Where consumers purchase automotive accessories, by age, June 2010
                                                                                          • Online retailing for accessories highest among households earning $100K+
                                                                                              • Figure 44: Where consumers purchase automotive accessories, by household income, June 2010
                                                                                          • Retail—Brand Store Where Consumers Purchase Accessories

                                                                                            • Key points
                                                                                              • One-third of respondents purchasing from Walmart, AutoZone each
                                                                                                  • Figure 45: Where consumers purchase automotive accessories, by gender, Nov. 08-Dec. 09
                                                                                                • Car dealership purchasing most popular among respondents 65+
                                                                                                    • Figure 46: Where consumers purchase automotive accessories, by age, Nov. 08-Dec. 09
                                                                                                  • Households earning $100K+ are more open to car dealerships, Pep Boys
                                                                                                      • Figure 47: Where consumers purchase automotive accessories, by household income, Nov. 08-Dec. 09
                                                                                                  • Innovation and Innovators

                                                                                                    • BMW acquiesces to U.S. drinking habits by offering massive cup holders
                                                                                                      • Vehicle wraps, decals allow consumers opportunity to personalize cars
                                                                                                          • Figure 48: BMW Mini Hardtop with rooftop, hood and side decals and wraps, 2010
                                                                                                        • Honda offers in-vehicle kennel for the safe transport of dogs
                                                                                                          • Figure 49: Honda Element Dog Friendly Pet Accommodation System, 2010
                                                                                                        • Jeep extends brand by launching two campers tied to classic model
                                                                                                          • Mini Countryman package designed to enhance car’s leisure aesthetic
                                                                                                            • Ford software program allows users to purchase phone apps remotely
                                                                                                            • Marketing Strategies

                                                                                                              • Online designed to offer accessories not available via traditional retail
                                                                                                                • Some online sites allow users to ‘build’ fantasy car through accessories
                                                                                                                    • Figure 50: 2010 Camaro website, 2010
                                                                                                                  • Heritage, tradition can be used to emphasize product’s practical value
                                                                                                                    • Figure 51: Auto Ventshade Company television ad, 2010
                                                                                                                  • Emphasizing the model year car the accessory is designed for is helpful
                                                                                                                    • Figure 52: LMC Truck Parts Catalog ad, 2010
                                                                                                                  • Products offering preservation should emphasize permanence
                                                                                                                    • Figure 53: Rhino Linings, 2010
                                                                                                                • What Age Vehicle Consumers Purchase Accessories For

                                                                                                                  • Key points
                                                                                                                    • 63% of respondents purchased accessories for 2005 or earlier vehicles
                                                                                                                        • Figure 54: What age vehicle consumers purchase accessories for, by gender, June 2010
                                                                                                                      • Respondents 45 and older are likely to accessorize cars older than 2005
                                                                                                                          • Figure 55: What age vehicle consumers purchase accessories for, by age, June 2010
                                                                                                                        • Households earning less than $25k likely to accessorize older vehicles
                                                                                                                            • Figure 56: What age vehicle consumers purchase accessories for, by household income, June 2010
                                                                                                                        • Reasons Why Consumers Purchase Vehicle Accessories

                                                                                                                          • Key points
                                                                                                                            • Respondents purchasing more to express personality than safety
                                                                                                                                • Figure 57: Reasons why consumers purchase vehicle accessories, by gender, June 2010
                                                                                                                              • Protecting investment is highest among oldest respondents
                                                                                                                                  • Figure 58: Reasons why consumers purchase vehicle accessories, by age, June 2010
                                                                                                                                • Households earning $75K-$99.9K most interested in safety and security
                                                                                                                                    • Figure 59: Reasons why consumers purchase vehicle accessories, by household income, June 2010
                                                                                                                                • Vehicle Qualities Consumers Consider Important

                                                                                                                                  • Key points
                                                                                                                                    • Safety, fuel efficiency considered most important by respondents
                                                                                                                                        • Figure 60: Vehicle qualities consumers consider important, June 2010
                                                                                                                                    • Race and Hispanic Origin

                                                                                                                                      • Key points
                                                                                                                                        • Online more vital for Hispanics; auto parts stores more for blacks
                                                                                                                                          • Figure 61: Where consumers purchase automotive accessories, by race and Hispanic origin, June 2010
                                                                                                                                        • Asians may be shopping for accessories at point of new car purchase
                                                                                                                                          • Figure 62: Where consumers purchase automotive accessories, by race and Hispanic origin, Nov. 08-Dec. 09
                                                                                                                                        • Majority of respondents purchasing for oldest models
                                                                                                                                          • Figure 63: What age vehicle consumers purchase accessories for, by race and Hispanic origin, June 2010
                                                                                                                                        • Half of black respondents purchasing accessories to reflect personality
                                                                                                                                          • Figure 64: Reasons why consumers purchase vehicle accessories, by race and Hispanic origin, June 2010
                                                                                                                                      • Cluster Analysis

                                                                                                                                          • Detailers
                                                                                                                                            • Demographics
                                                                                                                                              • Characteristics
                                                                                                                                                • Opportunity
                                                                                                                                                  • Preservers
                                                                                                                                                    • Demographics
                                                                                                                                                      • Characteristics
                                                                                                                                                        • Opportunity
                                                                                                                                                          • The Unfeatured
                                                                                                                                                            • Demographics
                                                                                                                                                              • Characteristics
                                                                                                                                                                • Opportunity
                                                                                                                                                                  • Cluster characteristics
                                                                                                                                                                    • Figure 65: Auto accessories clusters, June 2010
                                                                                                                                                                    • Figure 66: Vehicle ownership, by auto accessories clusters, June 2010
                                                                                                                                                                    • Figure 67: Vehicle qualities consumers consider important, by auto accessories clusters, June 2010
                                                                                                                                                                    • Figure 68: Reasons for purchasing automotive accessories, by auto accessories clusters, June 2010
                                                                                                                                                                  • Cluster demographics
                                                                                                                                                                    • Figure 69: Auto accessories clusters, by gender, June 2010
                                                                                                                                                                    • Figure 70: Auto accessories clusters, by age group, June 2010
                                                                                                                                                                    • Figure 71: Auto accessories clusters, by household income group, June 2010
                                                                                                                                                                    • Figure 72: Auto accessories clusters, by race, June 2010
                                                                                                                                                                    • Figure 73: Auto accessories clusters, by Hispanic origin, June 2010
                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                                    Companies Covered

                                                                                                                                                                    • AB Volvo
                                                                                                                                                                    • Alliance Of Automobile Manufacturers, Inc.
                                                                                                                                                                    • Automobili Lamborghini Holding S.p.A.
                                                                                                                                                                    • Automotive Aftermarket Industry Association
                                                                                                                                                                    • Automotive Industry Action Group (AIAG)
                                                                                                                                                                    • Automotive Oil Change Association (AOCA)
                                                                                                                                                                    • Automotive Trade Association Executives (ATAE)
                                                                                                                                                                    • BMW of North America, LLC
                                                                                                                                                                    • Chrysler LLC
                                                                                                                                                                    • Connected Vehicle Trade Association (CVA)
                                                                                                                                                                    • Consumer Electronics Association
                                                                                                                                                                    • Ford Motor Company (USA)
                                                                                                                                                                    • Harley Davidson, Inc
                                                                                                                                                                    • Mazda North American Operations
                                                                                                                                                                    • Mercedes-Benz USA
                                                                                                                                                                    • Mitsubishi Motors North America, Inc.
                                                                                                                                                                    • National Automobile Dealers Association (NADA)
                                                                                                                                                                    • National Independent Automobile Dealership Association (NIADA)
                                                                                                                                                                    • Research In Motion (USA)
                                                                                                                                                                    • Saab Cars North America
                                                                                                                                                                    • Starbucks Corporation
                                                                                                                                                                    • Toyota Motor Corporation USA
                                                                                                                                                                    • U.S. Department of Transportation
                                                                                                                                                                    • Volkswagen AG
                                                                                                                                                                    • Walmart Stores (USA)

                                                                                                                                                                    Automotive Accessories - US - August 2010

                                                                                                                                                                    US $3,995.00 (Excl.Tax)