It's not what it looks like

JACK KAZMIERSKI
Published: 24 08 2007
It's not what it looks like

Movies like The Fast and the Furious have left us with a poor idea of what sport compact enthusiasts are really all about. Those who believe what they see on TV will come to the conclusion that we're all misguided youngsters with too much time and money on our hands.

Thankfully, every year the Specialty Equipment Market Association (SEMA) conducts research to determine what's going on in the aftermarket, who the end users are, and what the performance market is really all about.

They recently released highlights from their 2006 study and those who have learned about performance enthusiasts from Hollywood movies are in for a surprise.

GENDER
If you believe Hollywood you probably think that pretty much all enthusiasts are men. Not that women don't like cars - they do, but they're usually only interested in posing on the hood, hanging off the driver's arm, and looking on while their boyfriends race.

But according to SEMA, women make up a significant percentage of the sport compact market - one out of every five cars is owned, modified and driven by a female.

"It's no secret that this industry has a disproportionate leaning toward males," says the report, "but a growing number of female enthusiasts have changed the landscape, participating in everything from customizing to racing."

The report further states that "the ratio of females is climbing steadily."

AGE
Believe what you see on TV and you likely imagine sport compact enthusiasts as a bunch of high school kids. But SEMA's report shows that the average age is somewhat higher.

"The segment is often labeled the youth market," says the report, "but such a title is no longer a precise fit, as the average age hovers around 25-27 years old."

Granted, the average age is still on the low side, but significantly removed from the stereotype. Furthermore, SEMA says that older individuals are also part of the pack. "We are seeing groups in their 40s, 50s, and even 60s who are just as motivated to customize their compacts as the younger crowd," the report says.

EDUCATION
Here's a real eye-opener. Some people believe that the stereotypical enthusiast isn't very bright. That's why all they want to do is work on their cars all day long, and then race them after sundown.

Here again SEMA comes to the rescue with data that shows that almost 90% graduated high school, almost 60% attended some amount of college, and close to 34% completed college or are moving on to pursue post-graduate degrees.

"This illustrates a bump in education compared to previous years and could explain the growing trend of consumers adopting research into their buying decisions," says SEMA.

OCCUPATION
SEMA reports that 24% of the sport compact enthusiasts they surveyed came from skilled trades or technical professions. "These industries lend themselves to hands-on working environments, and often those skills can be carried into other passions, such as car customizing," says the report.

Perhaps surprisingly, less than 7% actually work in the automotive industry. SEMA even had doctors, lawyers and teachers in the mix, although these professionals account for only about 2%.

HOUSEHOLD INCOME
There's no such thing as "typical" when it comes to income. SEMA says close to 9% said they make less than $15,000 a year, and at the other end of the spectrum about 14% make $96,000 or more. The average for 2006 was $47,000.

That definitely explains why some enthusiasts can afford high-end vehicles with custom paint schemes, premium sound systems and race-inspired suspensions, while others have to get by with unpainted body kits and suspension components from the local auto supply store.

Overall, the report really helps us see that there's no such thing as a characteristic profile of a performance enthusiast. Individuals from all walks of life are customizing their vehicles. SEMA found tradespeople, executives, students, health care workers, salespeople, entrepreneurs, factory workers and many other occupations in the mix.

In the end, no matter our gender, age, education, occupation or income, we're all interested in the same thing and we all pursue a common passion. We're also all unique and we all have unique ways of customizing our vehicles, whether our decisions are based on personal taste our individual budgets.