WHAT S INSIDE 16 HOW THEY SHOP 21 WHAT THEY BUY SEMA PICKUP REPORT 28 WHAT THEY DO POWERED BY TO LEARN WHY RESEARCH MATTERS, VISIT SEMA.

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1 SEMA PICKUP REPORT WHAT S INSIDE 16 HOW THEY SHOP 21 WHAT THEY BUY 28 WHAT THEY DO POWERED BY TO LEARN WHY RESEARCH MATTERS, VISIT SEMA.ORG/RESEARCH

2 Table of Contents Report Overview 03 Pickup Market 04 Key Findings 07 How They Shop 16 What They Buy 21 What They Do 28 Details Shopping 41 Details Buying 46 Details Activities 55 Details Demographics 68 Methodology and Contact Information 82 1 S E M A P I C K U P R E P O R T

3 How Can This Report Help My Business? Utilizing the information here can help your business: Profile target consumers: By looking at accessory purchases, vehicle usage, and interests, you can better understand the buyers that are likely to be your company s customers. Understanding the needs of these key consumers can help you better serve your customers. Expand customer base: Expansion opportunities may exist with customers you haven t previously targeted. By recognizing the similar needs and interests of pickup consumers, you may be able to tailor existing services to prospective crossover segments. Messaging: Consumer needs and benefits, along with interests and hobbies, can point to refined and targeted messaging that will resonate with your customers. Marketing: Purchase and research sites, hobbies/interests, and vehicle usage can be used to refine your marketing strategy and advertising channels. Product development: Vehicle usage, interests/hobbies, and parts purchase patterns can spark ideas for new products, line extensions, feature enhancements and crossselling opportunities for target consumers. Assess market potential: Purchase habits and accessorization patterns can help define the market size and overall potential. This report profiles owners of pickups who have purchased upgraded parts or accessories. Any reference to pickup owners, accessorizers or upgraders refers to those that have upgraded their truck. Unless otherwise noted, data presented in the report refers to the percentage of pickup accessorizers, not all pickup owners. 2 S E M A P I C K U P R E P O R T

4 Report Overview 52 million pickups in the U.S. 20% of all cars on the road 39% of pickup owners accessorize or modify 13 million newer ( model year) pickups 26% of specialty-equipment part sales for pickups Pickups are a key part of the specialty-equipment market, representing the single largest sector of our industry. While much of the common wisdom about pickup owners holds, it is also important to remember the market is very diverse. Pickup accessorizers are not as gray as some may suggest Owners under 30 are more likely to perform complex or ambitious customizing of their truck The core pickup modifier is likely under 50, lives in an urban or suburban area and is passionate about their truck But older, rural and less-engaged consumers still make up a large market for parts that improve the truck s convenience, utility or reliability (e.g. side steps, bedliners, window tinting/lamination) Pickup owners have similar needs regardless of brand of truck Though some brands may appeal to younger drivers Pickup owners shop online More than half of accessorizers have purchased parts online But brick-and-mortar auto parts stores are still the largest single source of upgrades and accessories Exterior and truck bed accessories appeal to all types of pickup owners While more radical changes to appearance, performance or handling are interesting to enthusiast buyers Trucks owners like outdoor activities But sports and automotive are also on their minds 3 S E M A P I C K U P R E P O R T

5 PICKUP MARKET 52 million pickups registered in U.S. 13 Million model year Pickups account for one-fourth of specialty-equipment industry sales 4 S E M A P I C K U P R E P O R T

6 52 Million Pickups Are on the Road in the U.S. Texas and California combined contain 20% of the pickups in the U.S. 2.5 million new fullsize and midsize pickups were sold in Darker shades indicate higher numbers of trucks within a state 20% 20% of the passenger vehicles in the U.S. are pickups Where are pickups? 11% 9% 5% Texas California Florida All other states are 3% or less Source: SEMA Member VIO, powered by Experian. 5 S E M A P I C K U P R E P O R T

7 Pickup Parts Represent One-Fourth of Specialty-Equipment Sales Pickups share of accessory/upgrade sales is greater than their share of vehicles on the road. Full-size GM and Ford trucks represent the largest share of registered pickups in the U.S. Share of 2015 Accessory/Upgrade Sales Vehicles in Operation ( Model Years) Van, 3% Small Car, 7% Truck Group Num. Of Registered Vehicles Share of Pickups Share of Vehicles Silverado/Sierra 4,080,074 33% 4% Pickup, 26% Mid- Range/Traditi onal Car, 20% F-150/F-250/ F-350 4,069,894 33% 4% Upscale Car, 7% SUV, 15% 2,087,360 17% 2% CUV, 14% Alternative Power, 1% Sports Car, 6% GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, 2,776,675 22% 3% Source: 2016 SEMA Market Report Note: Percentage of sales for passenger vehicles only Source: SEMA Member VIO, powered by Experian. VIO estimates as of 6/30/16 6 S E M A P I C K U P R E P O R T

8 KEY TAKEAWAYS Pickup accessorizers behave similarly across brands Younger owners are more likely to accessorize their pickup Outdoor themes resonate with pickup owners 7 S E M A P I C K U P R E P O R T

9 Profile of GM Pickup Accessorizer I drive a GM! (GM (Silverado/Sierra ) Age Marital Status Under 30 20% % % % Married/Living Together With Children 53% % Married/Living Together No Children 32% % Single 16% Top Products Purchased Performance Motor Oil/Synthetic Oil Polish/Wax and Cleaning Products Floor Mats Drop-in or Spray-on Bedliner Side Steps/Running Boards How Truck Is Used Occasionally used Used often Top Products Intend to Purchase Grille Guard, Brush Guard or Skid Plate Head Lights, Taillights Engine/Injector Cleaner, Treatments and Fuel Additives Body Decals/Graphics/Body Emblems Grille Activities (participate on regular basis) Top 5 Words that Best Describe Truck Reliable Dependable Cool Safe Clean Recreation Vehicle Ownership Take a shorter pleasure drive 50% 47% 97% Travel 53% Boat 36% Likelihood to Modify 39% Truck Enthusiast 53% Carry passengers in the rear seat Take a multi-day pleasure drive Install upgrades or accessories 44% 58% 71% 50% 35% 17% 94% Hunting/Fishing 93% Camping/Hiking 88% Watch Live Sporting Events 52% 49% 42% ATV/Quad runner Utility Trailer Travel Trailer/Camper 32% 29% 24% Go camping, hunting, fishing or other outdoor recreation 49% 38% 87% Gardening/Landscaping 34% Recreational Trailer 20% 8 S E M A P I C K U P R E P O R T

10 Profile of Ford Pickup Accessorizer I drive a GM! Ford! (GM (F-150/F-250/F-350) (Silverado/Sierra ) Age Marital Status Under 30 19% % % % Married/Living Together With Children 41% % Married/Living Together No Children 34% % Single 24% Top Products Purchased Polish/Wax and Cleaning Products Performance Motor Oil/Synthetic Oil Floor Mats Engine/Injector Cleaner, Treatments and Fuel Additives Drop-in or Spray-on Bedliner How Truck Is Used Occasionally used Used often Top Products Intend to Purchase Engine/Injector Cleaner, Treatments and Fuel Additives Performance Motor Oil/Synthetic Oil Bumper/Fender Trim Polish/Wax and Cleaning Products Body Decals/Graphics/Body Emblems Activities (participate on regular basis) Top 5 Words That Best Describe Truck Safe Comfortable Functional Cool Reliable Recreation Vehicle Ownership Take a shorter pleasure drive 56% 43% 98% Travel 60% Boat 35% Likelihood to Modify 37% Truck Enthusiast 49% Carry passengers in the rear seat Take a multi-day pleasure drive Go camping, hunting, fishing or other outdoor recreation 40% 63% 51% 54% 37% 31% 94% Hunting/Fishing 94% Camping/Hiking 87% Watching live sports 51% 49% 46% ATV/Quad runner Utility Trailer Recreation Trailer 25% 23% 34% Shop specifically for new parts / accessories at a physical location 63% 25% 87% Bicycling 38% Travel Trailer/Camper 21% 9 S E M A P I C K U P R E P O R T

11 Profile of RAM Pickup Accessorizer I drive a RAM! () Age Marital Status Under 30 12% % % % Married/Living Together With Children 42% % Married/Living Together No Children 38% % Single 19% Top Products Purchased Side Steps/Running Boards Drop-in or Spray-on Bedliner Floor Mats Polish/Wax and Cleaning Products Trailer Hitch How Truck Is Used Occasionally used Used often Top Products Intend to Purchase Wheel Splash Guards Grille Guard, Brush Guard or Skid Plate Exterior Lighting Add-on Head Lights, Taillights Engine/Injector Cleaner, Treatments and Fuel Additives Activities (participate on regular basis) Top 5 Words That Best Describe Truck Functional Comfortable Safe Clean Reliable Recreation Vehicle Ownership Take a shorter pleasure drive 63% 33% 96% Travel 55% Boat 26% Likelihood to Modify 42% Truck Enthusiast 44% Carry passengers in the rear seat Take a multi-day pleasure drive Browse the internet for new ideas on how to upgrade / accessorize my truck 52% 68% 65% 41% 20% 22% 93% 88% 87% Watching live sports Hunting/Fishing Camping/Hiking 51% 47% 46% Utility Trailer ATV/Quad runner On road/dual purpose motorcycle 23% 20% 19% Shop specifically for new parts / accessories at a physical location 73% 12% 85% Gardening/Landscaping 37% Travel Trailer/Camper 18% 10 S E M A P I C K U P R E P O R T

12 Profile of Other Pickup Accessorizer I drive a! (GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, ) Age Marital Status Under 30 22% % % % Married/Living Together With Children 50% % Married/Living Together No Children 26% % Single 23% Top Products Purchased Floor Mats Performance Motor Oil/Synthetic Oil Polish/Wax and Cleaning Products Side Steps/Running Boards Engine/Injector Cleaner, Treatments and Fuel Additives How Truck Is Used Occasionally used Used often Top Products Intend to Purchase Side Window Drip Guard Side Steps/Running Boards Seat Covers Fog Lights Exterior Lighting Add-on Activities (participate on regular basis) Top 5 Words That Best Describe Truck Safe Cool Dependable Clean Reliable Recreation Vehicle Ownership Take a shorter pleasure drive 52% 46% 97% Travel 56% Boat 30% Likelihood to Modify 41% Truck Enthusiast 51% Take a multi-day pleasure drive Carry passengers in the rear seat Carry outdoor recreation items in truck bed Install upgrades or accessories 61% 46% 56% 67% 32% 44% 34% 23% 92% 90% 90% 89% Camping/Hiking Hunting/Fishing Gardening/Landscaping Playing Video Games Watching live sports 47% 45% 43% 39% 39% ATV/Quad runner Travel Trailer/Camper Utility Trailer On road/dual purpose motorcycle Recreation trailer 24% 22% 19% 17% 17% 11 S E M A P I C K U P R E P O R T

13 How Do Age Groups Differ? Contrary to media doom and gloom, younger people are more likely to be enthusiastic accessorizers. Under Most engaged and enthusiastic. Purchase higher number of parts. More daring in their modifications. More likely to try complex performance and handling upgrades or when modifying their truck for off-road driving. Comfortable shopping at a variety of channels, including online retailers and auction sites and directly from parts manufacturers. May respond well to messaging around styling and performance; go anywhere and do anything. Engaged but less aggressive with modifications. Purchase an average number of parts. May make more concessions to practicality and passenger comfort. Family concerns may push compromises in their budgets and part selections. May be more diligent about maintenance and polishing/cleaning the exterior. May respond well to messaging around versatility and function; a truck that can handle anything that life throws at you. Less engaged in the scene. Purchase relatively few parts or accessories. Focus on more practical or utilitarian upgrades to their truck. Especially truck bed accessories such as bedliners, mats and covers, and side steps/running boards. They are more often rural, where a lack of nearby repair shops may contribute to being more wary of complex modifications. Less likely to be core hobbyists who enjoy tinkering and more likely to leave installation and maintenance to professionals. Less likely to use DIY-oriented purchase channels like auctions sites or direct from manufacturer. May respond well to messaging around durability and reliability; safe and functional. 12 S E M A P I C K U P R E P O R T

14 Pickup Accessorizer Buyer Types Even split between Enthusiasts (more savvy and engaged accessorizers) and Non-Enthusiasts. Enthusiasts purchase more parts, particularly performance related upgrades and are more likely work on their own truck. Non-enthusiasts are more likely concerned with functional modifications to their vehicle. Buyer Segments Among Pickup Accessorizers Builder Enthusiast Segments The core hobbyist. They focus on the enjoyment and satisfaction gained from working on their vehicles. Driver Performance enthusiasts. They accessorize and modify with an eye toward the enjoyment they get from using their vehicles. DIFM, 23% Builder, 20% In-Crowd Enjoy the social aspects and recognition they get from having a unique or high-profile vehicle. More frequent car club and show attendees. Non-Enthusiasts, 51% Commuter, 20% Driver, 10% In-Crowd, 20% Enthusiasts, 49% Handyman Non-Enthusiast Segments Do it yourself mechanic. They work on their vehicles to save money and prolong vehicle life and may be open to upgrades as part of repair projects. Handyman, 8% Commuter DIFM The everyday driver. They view their vehicles more as functional tools for getting around than reflections of their interests or lifestyle. The least savvy owners. They rely on their mechanic for all vehicle maintenance and upgrade needs. More info on the SEMA Consumer Segmentation is available at: 13 S E M A P I C K U P R E P O R T

15 How Do Truck Enthusiasts Differ? By definition, more passionate about modifying their vehicle. Purchase more parts. More willing to make complex changes to engine, intake/fuel/exhaust, and handling. More willing to shop for parts online. Often research new part ideas on their own or take inspiration from social media or truck-related programming. More engaged in the automotive overall. Skew slightly younger. Enthusiasts Automotive publications (especially those related to auto accessories and trucks or off-road vehicles) are more likely to be effective ways to reach them. More likely to use their truck for outdoor activities and off-roading. This group may be swayed by messages promoting the vision of the truck they want to build. Non-Enthusiasts More likely to favor practical or utilitarian upgrades rather than extensive performance updates. Purchase fewer parts in general. Likely to be interested in bedliners, side steps/running boards, custom floor mats, and other accessories that may be perceived as low-hassle but useful. More likely to shop at physical locations. More often seek advice from professionals rather than having a network to draw upon. More often wanting to hand off the installation to on-site professionals. Less engaged in automotive hobbyist scenes but share enthusiasts interests in live sporting events or outdoor activities such as hunting, camping and fishing. Given their preferences, marketing your products as safe and reliable for everyday use and enhancing the truck s convenience or utility may be a good strategy for appealing to them. Retailers will want to make sure they have helpful and knowledgeable salespeople as well. 14 S E M A P I C K U P R E P O R T

16 How Does Primary Residence Differ? Urban Urban accessorizers tend to be younger and more enthusiastic about modifying their truck. More willing to make more complex or sophisticated modifications to their truck, perhaps in part due to better access to both retailers and repair shops. Urban pickup accessorizers shop at a wider variety of locations. More likely to show off their truck at shows or use it for racing or off-road driving events. Despite their location, they are often interested in outdoor activities (though not quite as much as rural accessorizers). More likely to be engaged in the specialty-equipment or hobbyist scenes, and related publications or events will be better suited to reaching them. Rural Less likely to modify their truck in ways that may be perceived as reducing the truck s reliability. Parts or accessories that enhance the truck s durability or cargo capacity may have appeal. Rural accessorizers are just as comfortable shopping for and researching parts online as urban consumers, so online channels are effective marketing where in-person options are scarcer. Outdoor activities such as hunting, fishing, camping, gardening/landscaping, etc. may be more of a way of life. Emphasizing the dependability and longevity of your products may help appeal to rural accessorizers who may not have easy access to repairs if something breaks. 15 S E M A P I C K U P R E P O R T

17 HOW THEY SHOP Three-fourths do research online Auto parts retailers are key purchase channels Older accessorizers buy more parts from dealerships and general retailers 16 S E M A P I C K U P R E P O R T

18 Where Pickup Accessorizers Shop While many have shopped for parts at dealerships, they represent a small share of actual purchases. Most pickup accessorizers have shopped for parts online and use the internet to research new part ideas. Having product information available online is now a must for specialty-equipment manufacturers. Purchase Channels Ever Shopped Key Sources for Part/Accessory Information Auto Dealership Auto Parts Chain Physical Location (e.g., Auto Zone, O'Reilly's) Online General Retailer (e.g., Amazon) 41% 30% 29% Online marketplaces and general retailers (e.g., Amazon, ebay, Craigslist) Talking to people in your personal network (e.g., friends, family, colleagues) 51% 44% Auto Parts Chain-Online (e.g., Auto Zone, O'Reilly's) Independent Specialty Automotive Retailer/Installer Online Automotive Retailer (e.g., Autoanything.com, Realtruck.com, Truckaddons.com) Direct from Parts Manufacturer General Retail Chain Physical Location (e.g., Target, Walmart, Sears) Online Auction Site (e.g., ebay) 25% 21% 19% 16% 15% 13% 59% Have Shopped Online Looking at products in retail stores/shops (e.g., Auto Zone, Walmart) Automotive retailer websites (e.g., autoanything.com, realtruck.com, truckaddons.com) Consulting with professionals (e.g., experts, salespeople, mechanics) Parts manufacturer websites 44% 39% 38% 33% 75% Have Researched Parts Online Custom Fabricator 13% Online product reviews 28% Tire Dealership (e.g., Discount Tire) General Retail Chain Online (e.g., Target, Walmart, Sears) 13% 11% Visiting auto dealerships 27% Mail=Order Catalog 9% Auto manufacturer websites (e.g., Ford, Chevrolet) 25% Auto Show/Exhibit/Event Online classified ads (e.g., Craigslist) 8% 4% Visiting auto customization shops or independent specialty garages 23% 17 S E M A P I C K U P R E P O R T

19 Pickup Owners Look to Different Retail Channels for Different Parts Auto parts retailers account for nearly half of purchases, with in-store purchases being especially common, though accessorizers seem to prefer purchasing different products in-store versus online. Off-the-shelf items such as Chemicals are big sellers at physical locations, while larger and specialty items that are more difficult to stock are common in online purchases. Top 5 Products Purchased in Each Retail Channel Auto Parts Retailer/ Installer PHYSICAL Auto Parts Retailer ONLINE Auction Sites/ Classifieds Direct From Parts Manufacturer General Retailer PHYSICAL General Retailer ONLINE Other (Auto dealers, Auto Shows, etc.) 30% of Purchases 16% of Purchases 8% of Purchases 12%of Purchases 16% of Purchases 12% of Purchases 5%of Purchases Performance Motor Oil/Synthetic Oil Side Steps/Running Boards Exterior Lighting Add-on Floor Mats Polish/Wax and Cleaning Products Floor Mats Drop-in or Spray-on Bedliner Engine/Injector Cleaner, Treatments and Fuel Additives Polish/Wax and Cleaning Products Floor Mats Pedals, Pedal Covers Side Steps/Running Boards Performance Motor Oil/Synthetic Oil GPS Navigation System Side Steps/Running Boards Tonneau Cover Soft Alloy Wheels Drop-in or Spray-on Bedliner Floor Mats Seat Covers Window Tinting/Lamination Drop-in or Spray-on Bedliner Side Window Drip Guard Knobs/Handles Wheel Splash Guards Engine/Injector Cleaner, Treatments and Fuel Additives Side Steps/Running Boards Satellite Radio Window Tinting/Lamination Grille Guard, Brush Guard or Skip Plate Body Decals/Graphics/ Body Emblems Bed Mat Trailer Hitch Body Decals/Graphics/Body Emblems Trailer Hitch 18 S E M A P I C K U P R E P O R T

20 Owners of Different Pickup Brands Shop Similarly While dealerships are a commonly used channel for pickup modifications, accessorizers purchase only a small fraction of their parts there. Auto parts retailers (chain and specialty stores) present the biggest opportunity to connect with truck owners. TOTAL Silverado/Sierra F-150/F-250/F-350 GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, Auto Parts Retailer/Installer Physical 30% 28% 26% 33% 32% Auto Parts Retailer Online 16% 18% 14% 15% 17% General Retailer Physical 16% 17% 17% 17% 13% Direct from Parts Manufacturer 12% 11% 13% 13% 12% General Retailer Online 12% 9% 13% 11% 12% Auction Sites/Classifieds 8% 11% 9% 4% 8% Dealership/Other 5% 4% 6% 7% 4% Don't Know 1% 1% 2% 1% 2% 19 S E M A P I C K U P R E P O R T

21 Younger Owners Purchase From a Wide Variety of Retail Sources While both accessorizers under 30 and use a variety of channels, younger owners have a slightly higher preference for online channels. Pickup accessorizers over 50 rely more heavily on physical retailers and dealerships, as they are more likely to purchase less complicated upgrades and utilize professional installation. TOTAL Under Auto Parts Retailer/Installer- Physical 30% 25% 31% 34% Auto Parts Retailer-Online 16% 17% 17% 13% General Retailer-Physical 16% 14% 15% 21% Direct from Parts Manufacturer 12% 14% 12% 9% General Retailer-Online 12% 15% 11% 9% Auction Sites/Classifieds 8% 11% 9% 1% Dealership/Other 5% 2% 4% 10% Don't Know 1% 2% 1% 2% 20 S E M A P I C K U P R E P O R T

22 WHAT THEY BUY Exterior and truck bed modifications are the top sellers Younger accesorizers more likely to make complex upgrades Older owner are more likely to focus on functional upgrades 21 S E M A P I C K U P R E P O R T

23 Types of Parts They Buy Pickup accessorizers are most interested in exterior and truck bed accessory products, though there are variations by vehicle make and model. o RAM accessorizers are the most likely to buy products in these two categories, particularly purchases of side steps/running boards. RAM owners are more likely to be interested in utilitarian options, which might be due to an older owner profile. TOTAL Silverado/Sierra F-150/F-250/F-350 GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, Exterior (grille guards, decals, side steps) 54% 48% 53% 60% 57% Truck Bed Accessories (tonneau covers, bedliner, caps) 50% 52% 55% 58% 40% Interior (gauges, pedals, floor mats) 42% 41% 45% 39% 44% Chemicals (fuel additives, synthetic oil) 41% 42% 50% 36% 39% Lighting (headlights, fog lamps, interior lights) 41% 41% 42% 35% 45% Wheels/Tires (off-road tires, alloy wheels, hubcaps) 40% 48% 44% 33% 36% Mobile Electronics (GPS, satellite radio, remote start) 31% 30% 35% 28% 32% Towing and Storage (trailer hitch, cargo carriers, winches) 31% 31% 34% 29% 29% Suspension/Brakes/Steering (brake upgrade kits, shocks, lift kits) 27% 33% 31% 21% 23% Engine (gaskets, batteries, alternator, hoses) 26% 29% 27% 16% 29% Intake/Fuel/Exhaust (exhaust kits, pipes, injectors) 23% 27% 23% 23% 19% Drivetrain (clutches, transmission, axles, U-joints) 12% 13% 12% 6% 15% Safety Gear (helmets, roll bar, fire extinguisher) 12% 12% 14% 5% 15% 22 S E M A P I C K U P R E P O R T

24 Top Pickup Parts and Accessories Apart from side steps, truck bed accessories, and floor mats, most of the top parts in these categories have interest in future purchases, implying that accessorizers may have multiple upgrades planned when they purchase from these categories. Already Purchased Intend to Purchase EXTERIOR TRUCK BED ACCESSORIES INTERIOR CHEMICALS LIGHTING Side Steps/Running Boards 24% 16% Drop-in or Spray-on Bedliner 24% 10% Floor Mats 27% 14% Performance Motor Oil/Synthetic Oil 32% 15% Headlights, Taillights 16% 19% Silverado/Sierra Window Tinting/Lamination Body Decals/Graphics/Body Emblems 19% 15% 16% 18% Bed Mat Tailgate Protector 19% 7% 14% 7% Seat Covers Dash Kits, Dash Covers 11% 16% 7% 16% Polish/Wax, Cleaning Products Engine/Injector Cleaner, Treatments, Fuel Additives 32% 25% 11% 18% Fog Lights Exterior Lighting Addon (e.g. underbody, light bar, etc.) 16% 16% 13% 14% F-150/F-250/F-350 Body Decals/Graphics/Body Emblems Side Steps/Running Boards Window Tinting/Lamination 22% 23% 24% 15% 12% 10% Drop-in or Spray-on Bedliner Bed Mat Tonneau Cover Hard 28% 23% 13% 12% 12% 6% Floor Mats Seat Covers Pedals, Pedal Covers 35% 19% 12% 13% 7% 11% Performance Motor Oil/Synthetic Oil Polish/Wax, Cleaning Products Engine/Injector Cleaner, Treatments, Fuel Additives 28% 39% 40% 23% 18% 16% Headlights, Taillights Fog Lights Exterior Lighting Addon (e.g. underbody, light bar, etc.) 23% 19% 10% 11% 16% 11% Side Steps/Running Boards Wheel Splash Guards Window Tinting/Lamination 40% 16% 16% 20% 11% 12% Drop-in or Spray-on Bedliner Bed Mat Tonneau Cover Hard 32% 5% 24% 17% 4% 7% Floor Mats Seat Covers Dash Kits, Dash Covers 30% 9% 9% 8% 5% 6% Polish/ Wax and Cleaning Products Engine/Injector Cleaner, Treatments and Fuel Additives Performance Motor Oil/Synthetic Oil 27% 23% 25% 10% 12% 8% Headlights, Taillights Exterior Lighting Addon (e.g. underbody, light bar, etc.) Fog Lights 11% 13% 8% 15% 13% 7% GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, Nissan Frontier/Titan Side Steps/Running Boards Body Decals/Graphics/Body Emblems Window Tinting/Lamination 23% 21% 21% 16% 15% 13% Drop-in or Spray-on Bedliner Bed Mat Tonneau Cover Soft 17% 7% 16% 6% 13% 6% Floor Mats Seat Covers Knobs/Handles 29% 14% 18% 16% 11% 13% Performance Motor Oil/Synthetic Oil Polish/Wax and Cleaning Products Engine/Injector Cleaner, Treatments and Fuel Additives 28% 28% 23% 14% 13% 15% Fog Lights Exterior Lighting Addon (e.g. underbody, light bar, etc.) Headlights, Taillights 19% 17% 18% 16% 16% 14% Top 3 parts in each category 23 S E M A P I C K U P R E P O R T

25 Top Pickup Parts and Accessories The top Towing and Storage parts are likely one-time purchases made shortly after acquiring the vehicle, while upgrades to the engine and handling may be multi-stage projects involving multiple purchases. Already Purchased Intend to Purchase WHEELS/TIRES MOBILE ELECTRONICS TOWING AND STORAGE SUSPENSION/ BRAKES/STEERING ENGINE Silverado/Sierra Tires Off-Road/Plus- Sized Alloy Wheels Tires Performance Road Tires 19% 12% 20% 11% 14% 16% GPS Navigation System Satellite Radio Alarm/Security System 17% 8% 17% 5% 13% 8% Trailer Hitch Trailer Brake Controller Hitch-Mounted Cargo Carrier 24% 12% 7% 10% 7% 4% Brake Pads (e.g. ceramic, carbon metallic, etc.) Shocks Lift Kits 13% 11% 12% 12% 14% 11% Battery/Battery Wraps Gaskets Ignition Controllers / Coils, Wires / Spark Plugs 13% 14% 10% 13% 8% 14% F-150/F-250/F-350 Tires Off-Road/Plus- Sized Alloy Wheels Tires Performance Road Tires 21% 18% 12% 12% 10% 8% GPS Navigation System Satellite Radio Alarm/Security System 22% 8% 18% 7% 15% 6% Trailer Hitch Bed-Mounted Tool Box Trailer Brake Controller 26% 17% 6% 16% 5% 7% Brake Pads (e.g. ceramic, carbon metallic, etc.) Shocks Lift Kits 16% 9% 12% 9% 11% 9% Battery/Battery Wraps Ignition Controllers/Coils, Wires/Spark Plugs Engine Management System/Performance Chip/Computer 14% 11% 9% 7% 10% 9% Tires Off-Road/Plus- Sized 11% 9% Alloy Wheels 9% 10% Tires Snow/Winter Tires 4% 7% GPS Navigation System Satellite Radio Alarm/Security System 13% 5% 18% 3% 12% 4% Trailer Hitch Trailer Brake Controller Hitch-Mounted Cargo Carrier 26% 14% 2% 6% 3% 2% Brake Pads (e.g. ceramic, carbon metallic, etc.) 9% 7% Lift Kits 6% 8% Shocks 6% 6% Battery/Battery Wraps 7% 6% Ignition Controllers/Coils, Wires/Spark Plugs Engine Hoses (e.g. braided) 4% 6% 4% 6% GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma /Tundra, Tires Off-Road/Plus- Sized Tires Performance Road Tires Alloy Wheels 12% 14% 11% 11% 11% 10% GPS Navigation System Satellite Radio Alarm/Security System 19% 7% 10% 15% 9% 7% Trailer Hitch Bed-Mounted Tool Box Trailer Brake Controller 17% 10% 8% 7% 8% 6% Brake Pads (e.g. ceramic, carbon metallic, etc.) Shocks Lift Kits 12% 10% 10% 8% 9% 8% Battery/Battery Wraps Ignition Controllers/Coils, Wires/Spark Plugs Engine Management System/Performance Chip/Computer 14% 9% 14% 10% 9% 14% Top 3 parts in each category 24 S E M A P I C K U P R E P O R T

26 Top Pickup Parts and Accessories Similar to engine and handling upgrades, the relatively small share of accessorizers who modify the drivetrain or intake/fuel/exhaust systems may be looking at multiple purchases in order to fully customize their vehicle. Already Purchased Intend to Purchase INTAKE/FUEL/ EXHAUST DRIVETRAIN SAFETY GEAR Silverado/Sierra Exhaust Kit, Headers, Pipe Tip Air Intake Cold Air Intake Conversion Air Intake Performance Air Filter Replacement 13% 11% 9% 12% 8% 12% Transmission Performance Upgrade 5% 7% Step Shield 5% 6% Axles 5% 5% Fire Extinguisher 6% 5% Roll Cage/Bars 4% 5% Racing Suit, Shoes, Gloves 4% 3% F-150/F-250/F-350 Exhaust Kit, Headers, Pipe Tip Air Intake Performance Air Filter Replacement Air Intake Cold Air Intake Conversion 14% 8% 13% 7% 11% 7% Transmission Performance Upgrade Axles 4% 8% 4% 7% U-Joints 4% 7% Fire Extinguisher 9% 5% Head Protection 3% 7% Racing Suit, Shoes, Gloves 4% 4% Air Intake Performance Air Filter Replacement Air Intake Cold Air Intake Conversion 8% 9% 5% 10% Transmission Performance 2% 4% Upgrade Axles 3% 2% Fire Extinguisher 3% 1% Racing Suit, Shoes, Gloves 2% 1% Exhaust Kit, Headers, Pipe Tip 6% 7% Clutches/Clutch Plates/Flywheel 1% 4% Head Protection1% 2% GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, Nissan Frontier/Titan Air Intake Performance Air Filter Replacement Exhaust Kit, Headers, Pipe Tip Air Intake Cold Air Intake Conversion 8% 10% 7% 8% 6% 7% Transmission Performance Upgrade 8% 5% Axles 5% 8% Transmission Cooler 6% 7% Fire Extinguisher 9% 5% Head Protection 4% 7% Racing Suit, Shoes, Gloves 4% 6% Top 3 parts in each category 25 S E M A P I C K U P R E P O R T

27 What Types of Parts They Buy Owners under 50, and especially under 30, are more inclined to make upgrades to their truck s performance and handling and buy more products. Enthusiasts are interested in a wide range of products, while Non-Enthusiasts are more focused on functional modifications. Rural accessorizers are less interested than Urban in performance modifications but find bed accessories especially important. TOTAL Age Enthusiasts Residence Under Enthusiasts Non-Enthusiasts Suburban Rural Exterior (grille guards, decals, side steps) Truck Bed Accessories (Tonneau covers, bedliner, caps) Interior (gauges, pedals, floor mats) Chemicals (fuel additives, synthetic oil) Lighting (headlights, fog lamps, interior lights) Wheels/Tires (off road tires, alloy wheels, hubcaps) Mobile Electronics (GPS, satellite radio, remote start) Towing and Storage (trailer hitch, cargo carriers, winches) Suspension/Brakes/Steering (brake upgrade kits, shocks, lift kits) Engine (gaskets, batteries, alternator, hoses) Intake/Fuel/Exhaust (exhaust kits, pipes, injectors) Drivetrain (clutches, transmission, axles, U-joints) Safety Gear (helmets, roll bar, fire extinguisher) 54% 50% 42% 41% 41% 40% 31% 31% 27% 26% 23% 12% 12% 57% 56% 50% 35% 50% 59% 50% 44% 34% 40% 46% 36% 58% 47% 21% 57% 49% 18% 47% 33% 19% 32% 32% 29% 46% 33% 8% 42% 30% 9% 34% 28% 9% 23% 15% 1% 17% 15% 4% 57% 51% 48% 53% 46% 39% 46% 37% 47% 35% 47% 34% 32% 30% 33% 29% 33% 22% 30% 21% 32% 14% 13% 11% 14% 11% 57% 50% 47% 55% 44% 38% 42% 40% 43% 37% 42% 38% 34% 27% 30% 33% 29% 24% 29% 20% 25% 20% 16% 6% 15% 7% 26 S E M A P I C K U P R E P O R T

28 Top 10 Most Important Products Purchased While side steps, bedliners, bed covers, and engine chemicals are most commonly viewed as key purchases, more serious accesorizers may lean toward lift kits and off-road tires as the most important parts for achieving their vision for the truck. T O P 10 Silverado/Sierra 1500/2500/ TOTAL 3500, F-150/F-250/F-350 GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, 1 Side Steps/Running Boards Tonneau Cover Soft Performance Motor Oil/Synthetic Oil Side Steps/Running Boards Performance Motor Oil/Synthetic Oil 2 Drop-in or Spray-on Bedliner Side Steps/Running Boards Engine/Injector Cleaner, Treatments and Fuel Additives Drop-in or Spray-on Bedliner 3 Performance Motor Oil/Synthetic Oil Drop-in or Spray-on Bedliner Tonneau Cover Hard Tonneau Cover Hard 4 Engine/Injector Cleaner, Treatments and Fuel Additives 5 Tonneau Cover Soft Side Steps/Running Boards Engine/Injector Cleaner, Treatments and Fuel Additives Tires - Off-Road/Plus-Sized Drop-in or Spray-on Bedliner Tonneau Cover Soft Drop-in or Spray-on Bedliner Engine/Injector Cleaner, Treatments and Fuel Additives 6 Tonneau Cover Hard Performance Motor Oil/Synthetic Oil Side Steps/Running Boards Tonneau Cover Soft Performance Motor Oil/Synthetic Oil Battery/Battery Wraps Engine/Injector Cleaner, Treatments and Fuel Additives Transmission - Performance Upgrade 7 Tires - Off-Road/Plus-Sized Tonneau Cover Hard Tires Off-Road/Plus-Sized Cap/Shell Tonneau Cover Soft 8 Lift Kits Lift Kits GPS Navigation System Trailer Hitch Window Tinting/Lamination 9 GPS Navigation System Alloy Wheels Polish/Wax and Cleaning Products Window Tinting/Lamination Lift Kits 10 Transmission Performance Upgrade Transmission Performance Upgrade Exhaust Kit, Headers, Pipe Tip Lift Kits Tires Off-Road/Plus-Sized 27 S E M A P I C K U P R E P O R T

29 WHAT THEY DO Outdoor activities are key lifestyle activities for truck owners Younger accesorizers are more likely to attend truck shows/events Auto and truck publications/sites can reach many accessorizers 28 S E M A P I C K U P R E P O R T

30 How They Purchase Truck Unsurprisingly, the majority of pickup accessorizers purchase rather than lease their truck. Most purchased their pickup new. DIY versus DIFM installations are about evenly split and likely have more to do with the specific part than the brand of truck owned. TOTAL Silverado/Sierra F-150/F-250/F-350 GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, How Purchased 78% 6% 16% 1% 70% 9% 19% 1% 81% 5% 14% 1% 79% 4% 16% 1% 81% 4% 14% 0% Why you Purchase Parts Replaced worn-out or damaged parts with factory original or factory specification parts 32% 32% 32% 26% 38% Replaced worn-out or damaged parts with new upgraded or high performance parts 37% 41% 37% 25% 45% Purchased new parts or accessories to change the appearance, performance or function of my truck 85% 83% 89% 92% 80% Who Installs Products Purchased someone else myself someone else myself someone else myself someone else myself someone else myself 26% 25% 26% 23% 23% 28% 26% 22% 27% 23% 24% 26% 29% 19% 26% 26% 24% 28% 28% 20% Always Mostly Mostly Always Always Mostly Mostly Always Always Mostly Mostly Always Always Mostly Mostly Always Always Mostly Mostly Always 29 S E M A P I C K U P R E P O R T

31 How a Typical Pickup Is Equipped Fullsize pickup accessorizers usually have a V8, gasoline-powered, automatic transmission, 4WD truck. The Ford F-series and the midsize trucks are less likely to have a V8 engine. most common Engine Fuel Type Gas/Diesel 82%/15% TOTAL Silverado/Sierra Gas/Diesel 84%/14% Gas/Diesel 83%/15% F-150/F-250/F-350 Gas/Diesel 85%/13% GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, Gas/Diesel 78%/17% Engine Size 8-Cyl 62% 8-Cyl 77% 8-Cyl 58% 8-Cyl 78% 8-Cyl 42% Transmission Type Automatic 94% Automatic 96% Automatic 90% Automatic 99% Automatic 90% 2WD/4WD Miles Driven Annually 14,675 4WD 79% 15,355 4WD 81% 14,415 4WD 83% 13,857 4WD 80% 14,914 4WD 73% Expected Ownership Period 4 years 30 S E M A P I C K U P R E P O R T 4 years 4 years 5 years 4years

32 How Often a Is Pickup Used for Recreation and Towing Outdoor recreation and road trips are common uses for an accessorizer s truck, along with hauling both people and gear. Likely due to having more casual accessorizers, RAM owners are less interested in racing and club activities. Occasionally used Used often Towing & Hauling Used for: TOTAL Silverado/Sierra F-150/F-250/F-350 GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, Carry passengers in the rear seat 45% 47% 93% 44% 50% 94% 40% 54% 94% 52% 41% 93% 46% 44% 90% Carry outdoor recreation items in truck bed (e.g., bikes, kayaks, skis) Tow smaller items (e.g., jet ski, small trailers) 52% 57% 31% 16% 83% 73% 47% 57% 33% 21% 80% 78% 54% 60% 29% 18% 83% 77% 50% 57% 26% 77% 9% 66% 56% 55% 16% 34% 71% 90% Carry pets in the vehicle 47% 25% 72% 46% 23% 69% 47% 27% 74% 44% 20% 64% 50% 28% 78% Tow large items (e.g., campers, boats) 54% 17% 71% 59% 15% 75% 57% 21% 77% 47% 16% 64% 53% 16% 70% Recreational Activities Take a shorter pleasure drive (e.g., day trip, recreational drive) Take a multi-day pleasure drive (e.g., family vacation) Go camping, hunting, fishing or other outdoor recreation Drive off-road (e.g., dirt, gravel, mud, rocks) 55% 50% 50% 62% 21% 37% 43% 30% 71% 97% 92% 87% 50% 58% 49% 53% 18% 47% 38% 35% 71% 97% 93% 87% 56% 51% 49% 63% 24% 37% 43% 31% 73% 87% 98% 94% 63% 68% 49% 46% 33% 20% 96% 88% 35% 83% 16% 63% 52% 61% 51% 52% 46% 97% 32% 92% 37% 88% 24% 77% Racing & Club Activities Attend truck club gatherings or other club events Participate in off-road driving competition or event (e.g., sand, gravel, mud, rocks) 26% 8% 17% 6% 23% 34% 28% 16% 6% 7% 22% 35% 28% 9% 19% 6% 25% 36% 13% 2% 15% 4% 2% 6% 31% 13% 45% 25% 10% 34% Display my truck at car/truck shows 12% 10% 22% 14% 9% 24% 13% 10% 22% 4% 2% 6% 16% 16% 31% Participate in amateur or professional racing (e.g., on a track, off-road) 13% 6% 19% 12% 6% 19% 14% 7% 21% 31 S E M A P I C K U P R E P O R T 3% 2% 5% 19% 8% 27%

33 How Often They Shop and Work on Their Truck A vast majority of accessorizers spend at least some of their time maintaining or upgrading their truck. Shopping for parts is done just as frequently online as it is in person. Occasionally used Used often Used for: TOTAL Silverado/Sierra F-150/F-250/F-350 GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, Working On Truck Install upgrades or accessories (e.g., seat covers, lift kits, exhaust upgrades) 69% 18% 87% 71% 17% 88% 67% 19% 86% 73% 11% 83% 67% 23% 89% Perform maintenance or repairs on my truck (e.g., oil change, brake job) 50% 32% 82% 52% 31% 84% 52% 31% 82% 56% 20% 76% 43% 42% 84% Research & Shopping Shop specifically for new parts/accessories at a physical location (e.g., Auto Zone, specialty retailer) 65% 20% 85% 63% 19% 82% 63% 25% 87% 73% 12% 85% 64% 22% 86% Browse the internet for new ideas on how to upgrade/accessorize my truck 54% 31% 85% 50% 33% 83% 52% 33% 84% 65% 22% 87% 53% 34% 87% Shop specifically for new parts/accessories online (e.g., Amazon, RealTruck.com) 61% 23% 84% 57% 24% 82% 59% 23% 82% 64% 20% 85% 63% 24% 87% Watch videos/tutorials related to working on my truck (e.g., YouTube) 54% 23% 77% 56% 19% 75% 49% 28% 77% 54% 20% 74% 57% 25% 82% 32 S E M A P I C K U P R E P O R T

34 Automotive Topics They Read About Many pickup accessorizers regularly read about auto repair, trucks/off-road, or general auto news; websites and publications concerning these topics may be a good way to reach them. TOTAL Silverado/Sierra F-150/F-250/F-350 GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, Auto Repair and Accessories 41% 39% 48% 35% 42% Trucks/Off-road Vehicles 32% 31% 36% 33% 28% General Auto News 27% 25% 26% 19% 35% Classic Cars/Hot Rods 23% 24% 22% 19% 26% NASCAR Racing 23% 23% 21% 22% 23% Sports Cars 18% 21% 20% 14% 18% Off-road Racing 14% 14% 15% 10% 20% Drag Racing 12% 12% 12% 11% 14% Motocross/Motorcycling 11% 11% 14% 7% 11% F-1 or Indy Car Racing 10% 10% 15% 6% 9% 33 S E M A P I C K U P R E P O R T

35 Activities They Participate In In addition to travel, outdoor recreational activities such as hunting, fishing, camping and hiking, or attending live sporting events appeal to a broad range of pickup accessorizers and may be useful themes to include in marketing campaigns for products. TOTAL Silverado/Sierra F-150/F-250/F-350 GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, Travel 56% 53% 60% 55% 56% Hunting/Fishing 49% 52% 51% 47% 45% Camping/Hiking 48% 49% 49% 46% 47% Watching live sporting events (e.g., football, motocross, NASCAR racing) 44% 42% 46% 51% 39% Gardening/Landscaping 38% 34% 36% 37% 43% Bicycling 33% 29% 38% 27% 37% Playing video games 33% 29% 32% 29% 39% Participating in sports (recreational or competitive) 29% 25% 30% 27% 32% Boating/Sailing 27% 30% 30% 24% 23% Climbing 10% 10% 10% 6% 15% 34 S E M A P I C K U P R E P O R T

36 Powersports and Towed Equipment They Own Pickup accessorizers likely have at least one piece of Powersports or towed equipment, with boats, ATVs and utility trailers being the most common. Products supporting better towing capabilities may be particularly appealing. Ford and GM fullsize pickup accessorizers are the most likely to own an ATV, while RAM owners are somewhat more likely to have a boat or recreation trailer. TOTAL Silverado/Sierra F-150/F-250/F-350 GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, Boat 32% 36% 35% 39% 30% ATV/Quad Rrunner 28% 32% 34% 26% 24% Utility Trailer 24% 29% 25% 29% 19% Travel Trailer/Camper 21% 24% 21% 19% 26% Recreation Trailer (boat, snowmobile, ATV) 19% 20% 23% 27% 17% On-road/Dual-Purpose Motorcycle 17% 18% 15% 23% 17% Off-road Motorcycle 13% 15% 14% 14% 20% Personal Watercraft 13% 14% 16% 15% 14% Golf Cart 12% 13% 13% 11% 15% RV/Motorhome 10% 15% 9% 7% 9% Go Kart 10% 11% 11% 12% 12% Snowmobile 9% 9% 12% 5% 12% UTV/Side by side 7% 8% 10% 7% 6% Dune Buggy 6% 9% 7% 5% 8% 35 S E M A P I C K U P R E P O R T

37 How They Use Their Truck Accessorizers of all ages use their truck for towing, hauling, and recreation, though older accessorizers are less likely to tow items frequently. More than half of accessorizers under 30 attend at least the occasional truck event, while those 50 and over have much less interest in racing and club activities. Occasionally used Used often Used for: TOTAL Under Towing and Hauling Carry passengers in the rear seat 45% 47% 93% 39% 54% 93% 35% 60% 95% 64% 88% Carry outdoor recreation items in truck bed (e.g., bikes, kayaks, skis) Tow smaller items (e.g., jet ski, small trailers) 52% 57% 31% 16% 83% 73% 51% 61% 39% 20% 89% 81% 51% 58% 38% 21% 89% 79% 54% 53% 70% 59% Carry pets in the vehicle 47% 25% 72% 50% 27% 77% 50% 28% 78% 40% 59% Tow large items (e.g., campers, boats) 54% 17% 71% 65% 18% 83% 58% 19% 77% 42% 56% Recreational Activities Take a shorter pleasure drive (e.g., day trip, recreational drive) Take a multi-day pleasure drive (e.g., family vacation) Go camping, hunting, fishing or other outdoor recreation Drive off-road (e.g., dirt, gravel, mud, rocks) 55% 50% 50% 62% 21% 37% 43% 30% 71% 97% 92% 87% 50% 55% 46% 51% 46% 35% 44% 33% 89% 96% 90% 85% 48% 58% 50% 54% 49% 36% 42% 26% 80% 97% 94% 92% 67% 72% 53% 43% 50% 77% 89% 98% Racing and Club Activities Attend truck club gatherings or other club events Participate in off-road driving competition or event (e.g., sand, gravel, mud, rocks) 26% 8% 17% 6% 23% 34% 27% 40% 11% 11% 38% 51% 31% 22% 8% 12% 30% 43% 9% 9% 3% 3% Display my truck at car/truck shows 12% 10% 22% 17% 15% 32% 17% 13% 31% 2% 2% Participate in amateur or professional racing (e.g., on a track, off-road) 13% 6% 19% 36 S E M A P I C K U P R E P O R T 21% 8% 29% 17% 9% 26% 2% 2%

38 How They Research and Work on Their Truck Though most pickup accessorizers do at least occasional work on their truck, those under 50 are more likely do so on a regular basis. Accessorizers 50 and over are also less likely to do regular research or shopping for truck parts and ideas. Occasionally used Used often Used for: TOTAL Under Working on Truck Install upgrades or accessories (e.g., seat covers, lift kits, exhaust upgrades) 69% 18% 87% 70% 23% 93% 67% 24% 92% 71% 5% 75% Perform maintenance or repairs on my truck (e.g., oil change, brake job) 50% 32% 82% 52% 43% 95% 50% 38% 89% 48% 15% 63% Research and Shopping Shop specifically for new parts/accessories at a physical location (e.g., Auto Zone, specialty retailer) 65% 20% 85% 63% 29% 92% 63% 26% 89% 71% 5% 76% Browse the internet for new ideas on how to upgrade/accessorize my truck 54% 31% 85% 51% 41% 93% 48% 41% 89% 66% 9% 75% Shop specifically for new parts/accessories online (e.g., Amazon, RealTruck.com) 61% 23% 84% 56% 36% 92% 60% 30% 90% 65% 6% 71% Watch videos/tutorials related to working on my truck (e.g., YouTube) 54% 23% 77% 54% 35% 89% 55% 29% 84% 52% 8% 60% 37 S E M A P I C K U P R E P O R T

39 Automotive Topics They Read About Younger accessorizers, pickup enthusiasts and urban/suburban accessorizers all tend to be more interested in automotive topics. This is especially true with auto repair and accessories, where accessorizers under 30 have an especially strong interest. TOTAL Under Auto Repair and Accessories 41% 59% 47% 22% Trucks/Off-Road Vehicles 32% 37% 35% 25% General Auto News 27% 32% 32% 16% Classic Cars/Hot Rods 23% 29% 26% 15% NASCAR Racing 23% 17% 25% 22% Sports Cars 18% 24% 22% 9% Off-road Racing 14% 23% 16% 5% Drag Racing 12% 16% 14% 9% Motocross/Motorcycling 11% 17% 13% 4% F-1 or Indy Car Racing 10% 14% 11% 6% 38 S E M A P I C K U P R E P O R T

40 Activities They Participated In Outdoor activities like hunting/fishing and camping/hiking are deeply ingrained in pickup culture and appeal to most accessorizers. Owners under 30 are less enthusiastic about live sporting events and gardening/landscaping than older ones, while those over 50 have understandably lower interest in video games or actually participating in sports. TOTAL Under Travel 56% 51% 52% 66% Hunting/Fishing 49% 46% 52% 45% Camping/Hiking Watching live sporting events (e.g., football, motocross, NASCAR racing) 48% 44% 50% 33% 53% 46% 38% 48% Gardening/Landscaping 38% 26% 37% 45% Bicycling 33% 39% 36% 24% Playing video games 33% 43% 41% 14% Participating in sports (recreational or competitive) 29% 32% 34% 18% Boating/Sailing 27% 28% 30% 21% Climbing 10% 18% 13% 2% 39 S E M A P I C K U P R E P O R T

41 Powersports and Towed Equipment They Own Many accessorizers own at least one piece of powersports or towed equipment, with boats being the most common among all groups. Rural accessorizers are more likely to have ATVs and utility trailers, while dirt bikes and go-carts are more the province of younger and urban/suburban accessorizers. TOTAL Under Boat 32% 32% 33% 29% ATV/Quad Runner 28% 32% 33% 17% Utility Trailer 24% 21% 21% 29% Travel Trailer/Camper 21% 23% 23% 17% Recreation Trailer (boat, snowmobile, ATV) 19% 19% 20% 17% On-road/Dual-Purpose Motorcycle 17% 15% 19% 15% Off-road Motorcycle 13% 24% 16% 3% Personal Watercraft 13% 17% 14% 9% Golf Cart 12% 17% 15% 6% RV/Motorhome 10% 13% 10% 8% Go Kart 10% 23% 10% 2% Snowmobile 9% 17% 11% 3% UTV/Side by side 7% 9% 9% 4% Dune Buggy 6% 11% 9% 0% 40 S E M A P I C K U P R E P O R T

42 DETAILS SHOPPING 41 S E M A P I C K U P R E P O R T

43 Where Have They Ever Shopped for Parts/Accessories TOTAL Silverado/Sierra Honda Ridgeline, Under Auto Dealership 41% 40% 43% 39% 43% 40% 39% 45% Auto Parts Chain - Online 25% 24% 30% 19% 26% 35% 28% 14% Auto Parts Chain - Physical Location Auto Show/Exhibit/ Event 30% 28% 34% 26% 32% 39% 31% 23% 8% 8% 7% 5% 11% 14% 10% 1% Custom Fabricator 13% 11% 18% 7% 16% 21% 16% 5% Direct From Parts Manufacturer General Retail Chain Online General Retail Chain - Physical Location Independent Specialty Automotive Retailer/ Installer 16% 16% 14% 14% 20% 17% 19% 11% 11% 11% 12% 5% 15% 14% 15% 4% 15% 10% 17% 15% 17% 19% 15% 12% 21% 22% 22% 27% 16% 19% 18% 27% Mail Order Catalog 9% 9% 9% 7% 11% 10% 11% 6% Online Auction Site 13% 13% 16% 11% 13% 17% 16% 7% Online Automotive Retailer F-150/F-250/ F % 22% 18% 23% 14% 22% 18% 17% Online General Retailer 29% 25% 31% 29% 29% 31% 34% 19% Online Classified Ads 4% 4% 8% 1% 5% 8% 5% 2% Tire Dealership 13% 12% 15% 12% 13% 17% 13% 10% Other 1% <1% 2% 2% 0% 0% 1% 2% 42 S E M A P I C K U P R E P O R T GM Colorado/Canyon, Toyota Tacoma/Tundra,

44 Where Parts Were Purchased (Part Categories) Total Chemicals Drivetrain Engine Exterior Fuel/ Intake/ Exhaust Interior Lighting Mobile Electronics Safety Gear Suspension/ Brakes/ Steering Towing/ Storage Truck Bed Auto Parts Retailer/Installer - Physical 30% 45% 21% 24% 29% 26% 22% 30% 28% 21% 33% 34% 30% Auto Parts Retailer - Online Auction Sites/Classifieds 16% 8% 27% 18% 18% 21% 18% 18% 13% 18% 17% 14% 16% 8% 4% 13% 13% 7% 12% 10% 9% 6% 14% 9% 8% 7% Direct from Parts Manufacturer 12% 6% 15% 15% 13% 18% 11% 13% 12% 12% 12% 10% 14% General Retailer - Physical General Retailer - Online Other (Incl. Dealership) 16% 33% 11% 16% 12% 9% 17% 12% 14% 18% 14% 20% 15% 12% 2% 9% 10% 13% 12% 16% 14% 17% 13% 10% 7% 10% 5% 1% 2% 2% 6% 2% 4% 2% 9% 3% 4% 6% 7% Don't Know 1% 1% 2% 3% 1% 1% 1% 2% 1% 1% 1% 1% 1% 43 S E M A P I C K U P R E P O R T

45 Where Parts Were Purchased (By Brand and Age) Auto Parts Retailer/Installer - Physical Auto Parts Retailer - Online Auction Sites/Classifieds Direct from Parts Manufacturer General Retailer - Physical General Retailer - Online Other (Incl. Dealership) TOTAL Silverado/Sierra Under F-150/F-250/ F % 28% 26% 33% 32% 25% 31% 34% 16% 18% 14% 15% 17% 17% 17% 13% 8% 11% 9% 4% 8% 11% 9% 1% 12% 11% 13% 13% 12% 14% 12% 9% 16% 17% 17% 17% 13% 14% 15% 21% 12% 9% 13% 11% 12% 15% 11% 9% 5% 4% 6% 7% 4% 2% 4% 10% GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, Don t Know 1% 1% 2% 1% 2% 2% 1% 2% 44 S E M A P I C K U P R E P O R T

46 How Parts Are Typically Installed DIFM: Mostly/Always Have Someone Else Install DIY: Mostly/Always Install Myself TOTAL Silverado/Sierra Under F-150/F-250/ F-350 DIFM DIY DIFM DIY DIFM DIY DIFM DIY DIFM DIY DIFM DIY DIFM DIY DIFM DIY GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, Chemicals 34% 66% 41% 59% 32% 68% 31% 69% 33% 67% 38% 62% 35% 65% 31% 69% Drivetrain 65% 35% ** ** ** ** ** ** 74% 26% 65%* 35%* 66% 34% ** ** Engine 53% 47% 55% 45% 53% 47% ** ** 54% 46% 48% 53% 57% 44% ** ** Exterior 48% 52% 47% 53% 50% 50% 46% 54% 48% 52% 43% 57% 51% 50% 47% 53% Intake/Fuel/Exhaust 56% 44% 62% 38% 51% 49% 58%* 42%* 52% 48% 52%* 48%* 58% 42% ** ** Interior 29% 71% 31% 69% 27% 73% 20% 80% 36% 64% 30% 70% 35% 65% 18% 82% Lighting 44% 56% 42% 58% 39% 61% 53% 47% 46% 54% 36% 64% 46% 54% 50% 50% Mobile Electronics 52% 48% 58% 42% 51% 49% 52%* 48%* 49% 51% 43% 57% 54% 46% 60%* 40%* Safety Gear 52% 48% ** ** ** ** ** ** 56%* 44%* ** ** 60% 40% ** ** Suspension/Brakes/Steering 55% 45% 49% 51% 66% 34% 65%* 35%* 45% 55% 59% 41% 55% 45% ** ** Towing and Storage 45% 55% 42% 58% 40% 60% 42% 58% 55% 45% 47%* 53%* 40% 60% 53% 47% Truck Bed Accessories 58% 42% 60% 40% 61% 39% 52% 48% 58% 42% 42% 58% 55% 45% 67% 33% Wheels/Tires 69% 31% 66% 34% 67% 33% 75% 25% 70% 30% 44% 56% 75% 25% 93%* 7%* Percentages are among those who have already purchased or intend to purchase a given category *Caution: Small base size (n<50) **Base size too small for reliable analysis (n<30) 45 S E M A P I C K U P R E P O R T

47 DETAILS BUYING 46 S E M A P I C K U P R E P O R T

48 Product Categories Purchased or Intend to Purchase TOTAL Silverado/Sierra Under Chemicals 41% 42% 50% 36% 39% 40% 46% 36% Drivetrain 12% 13% 12% 6% 15% 23% 15% 1% Engine 26% 29% 27% 16% 29% 42% 30% 9% Exterior 54% 48% 53% 60% 57% 57% 56% 50% Intake/Fuel/Exhaust 23% 27% 23% 23% 19% 34% 28% 9% Interior 42% 41% 45% 39% 44% 50% 44% 34% Lighting 41% 41% 42% 35% 45% 58% 47% 21% Mobile Electronics 31% 30% 35% 28% 32% 47% 33% 19% Safety Gear 12% 12% 14% 5% 15% 17% 15% 4% Suspension/Brakes/ Steering F-150/F-250/ F % 33% 31% 21% 23% 46% 33% 8% Towing and Storage 31% 31% 34% 29% 29% 32% 32% 29% Truck Bed Accessories 50% 52% 55% 58% 40% 35% 50% 59% Wheels/Tires 40% 48% 44% 33% 36% 57% 49% 18% None of the Above 4% 3% 4% 4% 4% 1% 3% 7% GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, 47 S E M A P I C K U P R E P O R T

49 Appearance and Accessory Products Purchased/Intend to Purchase AP=Already Purchased IN=Intend to Purchase TOTAL Silverado/Sierra Under F-150/F-250/ F-350 CHEMICALS GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, AP IN AP IN AP IN AP IN AP IN AP IN AP IN AP IN Engine/Injector Cleaner, Treatments, and Fuel Additives 25% 17% 25% 18% 28% 23% 23% 12% 23% 15% 21% 18% 28% 21% 21% 11% Performance Motor Oil/Synthetic Oil 31% 14% 32% 15% 39% 18% 25% 8% 28% 14% 31% 13% 33% 16% 28% 12% Polish/Wax and Cleaning Products 32% 12% 32% 11% 40% 16% 27% 10% 28% 13% 28% 13% 35% 14% 29% 9% Other Chemicals 9% 3% 7% 2% 7% 4% 8% 1% 14% 4% 9% 4% 12% 3% 6% 2% EXTERIOR PRODUCTS Body Decals/Graphics/Body Emblems 18% 15% 15% 18% 22% 15% 14% 9% 21% 15% 23% 23% 23% 17% 9% 6% Body Fenders 11% 13% 9% 15% 16% 12% 6% 11% 13% 13% 19% 21% 14% 16% 3% 4% Body Kit 12% 12% 8% 17% 18% 10% 8% 9% 13% 13% 17% 19% 13% 14% 6% 5% Bumper/Fender Trim 12% 14% 12% 13% 13% 17% 6% 11% 16% 14% 17% 21% 15% 17% 5% 5% Custom Paint 10% 11% 9% 12% 14% 11% 6% 7% 12% 14% 19% 21% 13% 13% 2% 3% Grille 13% 14% 12% 17% 17% 14% 9% 9% 13% 14% 21% 19% 16% 17% 5% 5% Grille Guard, Brush Guard, or Skip Plate 15% 15% 10% 19% 20% 13% 12% 15% 16% 14% 19% 20% 17% 19% 7% 6% Hood 8% 10% 7% 9% 11% 12% 3% 9% 9% 11% 14% 17% 8% 14% 3% 1% Mirrors - Exterior 12% 11% 14% 14% 15% 11% 8% 6% 12% 13% 18% 17% 13% 14% 9% 3% Side Steps/Running Boards 27% 14% 24% 16% 23% 12% 40% 12% 23% 16% 21% 18% 25% 17% 33% 7% Side Window Drip Guard 16% 14% 16% 14% 18% 13% 13% 12% 15% 16% 17% 17% 17% 16% 13% 9% Sunroof/Moonroof 7% 8% 6% 8% 9% 10% 4% 5% 10% 10% 14% 15% 9% 11% 1% 1% Fender Flares 7% 9% 8% 9% 8% 12% 4% 8% 8% 9% 12% 15% 8% 13% 3% 2% Wheel Splash Guards 17% 13% 15% 14% 21% 10% 16% 16% 15% 14% 15% 15% 17% 15% 17% 9% Window Shades/Vents 13% 12% 12% 12% 15% 13% 13% 9% 14% 15% 19% 19% 14% 16% 10% 4% Window Tinting/Lamination 21% 13% 19% 16% 24% 10% 20% 11% 21% 13% 20% 19% 27% 15% 13% 5% Other Exterior Upgrades and Accessories 8% 4% 6% 4% 8% 4% 12% 4% 9% 4% 7% 5% 8% 4% 9% 2% 48 S E M A P I C K U P R E P O R T

50 Appearance and Accessory Products Purchased/Intend to Purchase AP=Already Purchased IN=Intend to Purchase TOTAL Silverado/Sierra Under F-150/F-250/ F-350 LIGHTING PRODUCTS GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, AP IN AP IN AP IN AP IN AP IN AP IN AP IN AP IN Exterior Lighting Add-on 14% 14% 13% 14% 16% 11% 8% 15% 17% 16% 19% 25% 18% 14% 4% 6% Fog Lights 17% 13% 16% 16% 19% 11% 13% 7% 19% 16% 21% 24% 21% 15% 9% 4% Head Lights, Tail Lights 17% 14% 16% 19% 23% 10% 11% 13% 18% 14% 28% 22% 19% 16% 8% 6% Interior Lights 13% 11% 12% 12% 15% 11% 9% 8% 16% 13% 23% 22% 16% 14% 4% 2% Other Lighting Upgrades and Accessories 3% 2% 4% 1% 3% 2% 1% 1% 4% 3% 5% 5% 4% 1% 0% 1% TRUCK BED ACCESSORIES Bed Mat 20% 6% 19% 7% 23% 6% 24% 4% 16% 6% 19% 7% 19% 8% 22% 3% Bed Rack System 6% 7% 7% 8% 4% 8% 6% 4% 5% 9% 8% 13% 6% 10% 4% <1% Bedrails 8% 7% 9% 7% 8% 7% 4% 5% 10% 9% 11% 11% 8% 9% 5% 2% Cap/Shell 10% 8% 9% 8% 11% 11% 11% 3% 8% 8% 10% 9% 10% 10% 9% 3% Drop-in or Spray-on Bedliner 25% 9% 24% 10% 28% 12% 32% 5% 17% 7% 16% 9% 20% 12% 37% 3% Pickup Box Extender 5% 7% 6% 7% 4% 8% 5% 5% 5% 7% 7% 11% 6% 9% 3% 1% Tailgate Protector 13% 6% 14% 7% 14% 8% 15% 5% 10% 6% 14% 9% 10% 8% 16% 2% Tonneau Cover - Hard 12% 9% 13% 7% 13% 12% 17% 7% 6% 9% 8% 9% 12% 11% 14% 5% Tonneau Cover - Soft 15% 5% 16% 4% 14% 5% 17% 4% 13% 6% 9% 5% 14% 6% 20% 3% Other Truck Bed Upgrades and Accessories 4% 1% 6% 1% 4% 2% 2% 0% 4% 1% 4% 1% 4% 1% 4% 1% TOWING AND STORAGE Bed-Mounted Toolbox 10% 6% 8% 9% 17% 6% 6% 2% 8% 7% 17% 6% 10% 8% 4% 4% Hitch Mounted Cargo Carrier 8% 6% 10% 7% 10% 7% 6% 3% 6% 7% 8% 9% 10% 8% 6% 2% Trailer Brake Controller 12% 5% 12% 7% 16% 5% 14% 2% 8% 6% 16% 9% 13% 5% 10% 2% Trailer Hitch 23% 6% 24% 4% 26% 7% 26% 2% 17% 10% 21% 10% 23% 6% 24% 4% Winch 8% 8% 8% 9% 11% 9% 4% 5% 6% 8% 11% 10% 9% 10% 3% 4% Other Towing and Storage Upgrades or Accessories 2% 1% 4% 2% 2% 3% 1% 1% 3% <1% 3% 3% 3% 2% 2% <1% 49 S E M A P I C K U P R E P O R T

51 Appearance and Accessory Products Purchased/Intend to Purchase AP=Already Purchased IN=Intend to Purchase TOTAL Silverado/Sierra Under F-150/F-250/ F-350 INTERIOR PRODUCTS GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, AP IN AP IN AP IN AP IN AP IN AP IN AP IN AP IN Dash Kits, Dash Covers 9% 10% 7% 16% 9% 9% 8% 5% 12% 10% 17% 15% 10% 12% 3% 4% Floor Mats 30% 12% 27% 14% 35% 11% 30% 6% 29% 14% 31% 17% 30% 14% 30% 5% Gauges 9% 10% 12% 11% 10% 9% 2% 6% 11% 12% 17% 15% 10% 13% 4% 2% Headliners 5% 10% 8% 11% 6% 9% 2% 5% 6% 13% 11% 18% 6% 11% 1% 2% Knobs/Handles 8% 9% 7% 12% 10% 5% 4% 5% 11% 13% 13% 18% 11% 11% 1% 1% Mirrors - Interior 9% 8% 12% 8% 7% 9% 4% 4% 11% 11% 16% 17% 11% 10% 2% 0% Pedals, Pedal Covers 9% 8% 9% 7% 13% 7% 5% 4% 9% 12% 16% 11% 11% 10% 2% 2% Seat Belts/Harnesses/Restraints 5% 9% 3% 12% 7% 5% 1% 4% 6% 13% 13% 16% 4% 11% 0% 1% Seats/Upholstery 8% 9% 8% 13% 10% 7% 4% 4% 8% 11% 14% 16% 8% 11% 3% 2% Seat Covers 15% 13% 11% 16% 19% 12% 9% 9% 18% 16% 21% 18% 17% 16% 7% 7% Other Interior Upgrades and Accessories 4% 2% 5% 2% 4% 2% 1% 1% 7% 2% 7% 3% 6% 2% 1% 1% MOBILE ELECTRONICS Alarm/Security System 14% 6% 13% 8% 15% 6% 12% 4% 15% 7% 20% 18% 17% 5% 6% 1% Auto Start/Remote Start 13% 10% 14% 8% 16% 12% 12% 7% 12% 13% 20% 18% 16% 11% 6% 4% Backup Camera 11% 9% 11% 7% 14% 9% 9% 7% 12% 13% 17% 15% 13% 11% 6% 3% DVD Player/Video Monitor/Cameras 11% 7% 12% 7% 12% 8% 6% 5% 12% 9% 15% 15% 13% 8% 3% 2% GPS Navigation System 18% 7% 17% 8% 22% 8% 13% 5% 19% 7% 25% 13% 20% 7% 11% 3% In-Car Wi-Fi Access/Mobile Hot Spot 6% 11% 6% 10% 5% 15% 4% 6% 7% 11% 9% 17% 7% 13% 2% 3% Mobile Satellite TV 4% 8% 3% 11% 7% 7% 1% 5% 6% 7% 7% 14% 6% 10% 0% 1% MP3/iPod Integration Products 12% 7% 12% 8% 12% 8% 10% 4% 14% 6% 21% 14% 14% 8% 4% 1% Satellite Radio 15% 6% 17% 5% 18% 7% 18% 3% 10% 9% 20% 15% 17% 7% 10% 0% Hands-Free Talk Accessories 14% 7% 14% 7% 14% 9% 15% 4% 12% 9% 21% 16% 15% 8% 8% 2% Stereo - In-Dash System 13% 6% 13% 5% 12% 9% 12% 2% 13% 7% 23% 13% 14% 6% 4% 2% Stereo - Speakers/Subwoofer 12% 8% 12% 8% 14% 9% 10% 5% 12% 9% 23% 15% 13% 9% 5% 2% Vehicle Locks/Entry Kits 9% 6% 7% 8% 12% 6% 8% 3% 9% 8% 17% 13% 10% 8% 3% 1% Other M.E. Upgrades and Accessories 3% 1% 3% 2% 3% 2% 1% 0% 4% 1% 3% 3% 4% 1% 2% 1% 50 S E M A P I C K U P R E P O R T

52 Performance Products Purchased/Intend to Purchase AP=Already Purchased IN=Intend to Purchase TOTAL Silverado/Sierra Under F-150/F-250/ F-350 DRIVETRAIN PRODUCTS GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, AP IN AP IN AP IN AP IN AP IN AP IN AP IN AP IN Axles 4% 6% 5% 5% 4% 8% 3% 2% 5% 8% 8% 14% 6% 7% 0% 0% Clutches/Clutch Plates/Flywheel 4% 5% 5% 4% 5% 4% 1% 4% 4% 6% 11% 6% 4% 7% <1% 0% Limited Slip/Locking Differential 4% 5% 2% 6% 5% 6% 2% 2% 5% 6% 8% 11% 4% 6% 0% <1% Shifter Knob/Handle and Short Throw Shifter 4% 5% 5% 5% 4% 5% 3% 1% 4% 6% 8% 11% 5% 5% 0% 0% Step Shield 4% 5% 5% 6% 4% 6% 1% 4% 6% 5% 7% 12% 6% 6% 0% <1% Torque Converters 4% 5% 5% 4% 5% 6% 1% 3% 5% 6% 8% 11% 6% 6% 0% 0% Transmission - Performance Upgrade 5% 6% 5% 7% 4% 7% 2% 4% 8% 5% 10% 11% 6% 7% 0% <1% Transmission Cooler 4% 6% 4% 6% 6% 5% 1% 4% 6% 7% 9% 11% 5% 7% <1% <1% U-Joints 4% 6% 4% 6% 4% 7% 1% 4% 5% 7% 7% 14% 5% 7% 0% <1% Other Drivetrain Upgrades and Accessories 2% 1% 4% 1% 1% 0% 0% 0% 3% 1% 5% 1% 3% 1% 0% 0% FUEL/INTAKE/EXHAUST PRODUCTS Air Intake - Cold Air Intake Conversion 8% 9% 9% 12% 11% 7% 5% 10% 6% 7% 13% 15% 9% 10% 3% 3% Air Intake - Performance Air Filter Replacement 9% 10% 8% 12% 13% 7% 8% 9% 8% 10% 13% 15% 11% 13% 4% 2% Catalytic Converter 4% 5% 4% 9% 6% 4% 2% 4% 6% 3% 9% 9% 6% 6% 0% <1% Exhaust Kit, Headers, Pipe Tip 10% 9% 13% 11% 14% 8% 6% 7% 7% 8% 13% 16% 13% 10% 3% 2% Forced Induction - Supercharger, Turbocharger, Nitrous Oxide Kit 4% 6% 6% 6% 6% 6% 2% 4% 4% 6% 9% 11% 5% 7% <1% 0% Fuel System - Injectors, Pressure Regulators, Pump/Rails, Tank/Cells 5% 6% 8% 7% 5% 6% 1% 6% 5% 6% 10% 11% 5% 7% 1% 1% Intake Manifold 4% 6% 7% 8% 3% 7% 2% 5% 4% 5% 11% 10% 4% 8% 0% 1% Other Intake/Fuel/Exhaust Upgrades and Accessories 3% 1% 2% 2% 3% 2% 1% 2% 4% 1% 3% 3% 4% 1% 0% 1% 51 S E M A P I C K U P R E P O R T

53 Performance Products Purchased/Intend to Purchase AP=Already Purchased IN=Intend to Purchase TOTAL Silverado/Sierra Under F-150/F-250/ F-350 ENGINE PRODUCTS GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, AP IN AP IN AP IN AP IN AP IN AP IN AP IN AP IN Alternator 7% 7% 6% 12% 10% 6% 2% 4% 8% 7% 15% 17% 8% 8% <1% 1% Battery/Battery Wraps 12% 11% 13% 14% 14% 9% 7% 6% 14% 14% 22% 17% 15% 13% 2% 4% Camshaft/Valvetrain 5% 7% 7% 8% 8% 7% 1% 5% 6% 9% 11% 15% 7% 9% 1% <1% Cylinder Heads 6% 8% 6% 10% 8% 6% 3% 6% 6% 10% 13% 13% 7% 11% <1% 1% Engine Fan/Radiator 8% 6% 8% 8% 10% 5% 2% 4% 10% 7% 21% 11% 7% 8% <1% <1% Engine Hoses 6% 10% 8% 12% 8% 9% 4% 6% 6% 13% 12% 18% 8% 12% <1% 2% Engine Management System/ Performance Chip/Computer 7% 9% 8% 10% 7% 10% 1% 6% 10% 9% 13% 19% 9% 10% <1% 2% Engine Swap 5% 6% 6% 9% 5% 6% 1% 3% 8% 7% 11% 14% 6% 7% 1% <1% Gaskets 7% 9% 10% 13% 8% 7% 2% 5% 6% 12% 14% 16% 8% 12% 1% 2% Ignition Controllers/Coils, Wires/Spark Plugs 8% 11% 8% 14% 11% 9% 4% 6% 9% 14% 13% 20% 11% 13% 1% 3% Oil Pan/Pump 9% 6% 12% 7% 12% 5% 1% 5% 10% 8% 19% 11% 11% 8% <1% 1% Pistons/Connecting Rods/Rings/Crankshafts 4% 9% 4% 13% 7% 7% 1% 4% 5% 10% 11% 14% 5% 12% <1% 1% Starter Motor/Solenoid 6% 8% 7% 8% 7% 8% 1% 4% 7% 10% 13% 13% 6% 10% 1% 1% Valve Covers 6% 9% 7% 11% 7% 10% 2% 4% 8% 9% 13% 17% 8% 10% <1% 1% Other Engine Upgrades and Accessories 4% 2% 3% 2% 3% 3% 1% 2% 7% 1% 5% 3% 5% 2% <1% 1% SAFETY GEAR Fire Extinguisher 7% 4% 6% 5% 9% 5% 3% 1% 9% 5% 11% 6% 8% 5% 2% 2% Head Protection 3% 5% 2% 4% 3% 7% 1% 2% 4% 7% 4% 10% 4% 7% 0% <1% Racing Suit, Shoes, Gloves 4% 3% 4% 3% 4% 4% 2% 1% 4% 6% 6% 4% 5% 6% <1% 0% Roll Cage, Bars 3% 4% 4% 5% 2% 5% 2% 1% 3% 6% 5% 6% 4% 6% 0% 1% Other Safety Gear 2% 2% 2% 2% 2% 3% 1% 0% 3% 2% 2% 3% 3% 2% <1% 0% 52 S E M A P I C K U P R E P O R T

54 Handling Products Purchased/Intend to Purchase AP=Already Purchased IN=Intend to Purchase TOTAL Silverado/Sierra Under F-150/F-250/ F-350 SUSPENSION/BRAKES/STEERING PRODUCTS GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, AP IN AP IN AP IN AP IN AP IN AP IN AP IN AP IN Air Suspension System 6% 8% 6% 12% 7% 7% 2% 5% 7% 6% 10% 15% 7% 9% 1% 2% Brake Upgrade Kit 8% 10% 9% 12% 10% 10% 5% 6% 8% 9% 17% 17% 9% 12% 1% 2% Brake Pads 13% 9% 13% 12% 16% 9% 9% 7% 12% 10% 23% 13% 15% 12% 3% 3% Coil Springs 5% 8% 7% 8% 4% 11% 4% 5% 5% 8% 11% 19% 6% 8% 1% 1% Control Arms/Trailing Arms 4% 7% 5% 8% 6% 7% 2% 4% 4% 9% 8% 15% 5% 8% 1% 1% Leaf Springs 5% 7% 7% 7% 4% 8% 2% 5% 5% 8% 10% 13% 5% 9% 1% 1% Lift Kits 9% 9% 12% 11% 11% 9% 6% 8% 9% 8% 19% 16% 11% 11% 2% 1% Lowering Kits 3% 6% 6% 6% 3% 8% 0% 2% 3% 8% 5% 12% 4% 8% 1% 0% Shocks 10% 9% 11% 14% 12% 9% 6% 6% 10% 8% 18% 19% 11% 10% 3% 2% Steering Column 3% 7% 5% 7% 4% 8% 2% 2% 3% 10% 7% 13% 4% 9% 1% <1% Steering Wheel 4% 7% 5% 7% 7% 7% 1% 3% 4% 9% 9% 11% 5% 9% 0% <1% Sway Bar 4% 7% 6% 7% 4% 9% 2% 4% 4% 6% 7% 13% 5% 8% 1% 1% Other Suspension/Brakes/Steering Upgrades and Accessories 2% 2% 4% 2% 1% 3% 0% 0% 3% 1% 3% 3% 3% 2% 0% <1% WHEELS/TIRES Alloy Wheels 15% 10% 20% 11% 18% 8% 9% 10% 11% 10% 18% 19% 19% 11% 7% 2% Beadlock Wheels 5% 7% 8% 10% 5% 8% 2% 2% 5% 8% 13% 14% 6% 9% <1% 1% Steel Wheels 7% 7% 7% 10% 12% 7% 3% 3% 7% 8% 15% 15% 8% 9% 2% <1% Carbon-Fiber Wheels 5% 7% 7% 7% 5% 9% 2% 3% 6% 8% 15% 15% 5% 9% <1% 0% Tires - Low Profile 7% 5% 10% 7% 6% 7% 3% 2% 8% 5% 14% 11% 9% 6% 1% <1% Tires - Off-Road/Plus-Sized 16% 12% 19% 12% 21% 10% 11% 9% 12% 14% 27% 17% 19% 14% 4% 4% Tires - Snow/Winter Tires 9% 11% 11% 14% 13% 11% 4% 7% 10% 11% 17% 17% 11% 13% 2% 4% Tires - Performance Road Tires 11% 11% 14% 16% 12% 12% 6% 5% 11% 11% 16% 17% 14% 13% 3% 5% Wheel Covers/Hubcaps 7% 8% 11% 9% 8% 10% 2% 4% 6% 10% 11% 17% 8% 10% 3% 1% Other Wheel/Tire Upgrades and Accessories 2% 2% 3% 2% 1% 2% 0% 1% 4% 3% 3% 4% 3% 2% 0% <1% 53 S E M A P I C K U P R E P O R T

55 Most Important Products Purchased Accesorizers were asked to choose the most important upgrade they have made to their pickup TOTAL Silverado/Sierra Under Side Steps/Running Boards 7% 5% 5% 13% 6% 1% 5% 14% Performance Motor Oil/Synthetic Oil 6% 4% 8% 5% 9% 6% 7% 6% Drop-in or Spray-on Bedliner 6% 5% 6% 12% 5% 2% 4% 13% Engine/Injector Cleaner, Treatments, and Fuel Additives F-150/F-250/ F-350 5% 4% 8% 5% 5% 5% 8% 3% Tonneau Cover - Soft 5% 7% 6% 6% 3% 1% 3% 12% Tonneau Cover - Hard 4% 4% 6% 6% 1% 1% 3% 9% Tires - Off-Road/Plus-Sized 4% 5% 4% 3% 2% 6% 4% 1% Lift Kits 3% 4% 1% 3% 2% 5% 3% <1% GPS Navigation System 2% 3% 3% 1% 2% 1% 3% 2% Polish/Wax and Cleaning Products 2% 2% 3% 3% 1% 2% 3% 2% Transmission - Performance Upgrade 2% 3% 2% 1% 3% 5% 3% 0% Window Tinting/Lamination 2% 2% 2% 3% 2% 0% 3% 3% Battery/Battery Wraps 2% 2% 1% 2% 3% 3% 2% 1% Trailer Hitch 2% 1% 2% 3% 1% 1% 2% 2% Cap/Shell 2% 1% 2% 5% 1% 1% 1% 4% Alloy Wheels 2% 4% 0% 1% 1% 1% 2% 1% Other products were selected by 1% or fewer of respondents GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, 54 S E M A P I C K U P R E P O R T

56 DETAILS ACTIVITIES 55 S E M A P I C K U P R E P O R T

57 How Pickup Is Used Vehicles used solely for business were not included in this study TOTAL Silverado/Sierra Under F-150/F-250/ F-350 GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, For both business and personal usage 47% 48% 48% 35% 54% 70% 53% 25% Only for personal use 53% 52% 52% 65% 46% 30% 47% 75% 56 S E M A P I C K U P R E P O R T

58 Main Purpose of Pickup TOTAL Silverado/Sierra Honda Ridgeline, Under F-150/F-250/ F-350 GM Colorado/Canyon, Toyota Tacoma/Tundra, It is the primary vehicle that is used on a regular basis 78% 79% 76% 78% 77% 77% 75% 82% It is used primarily for work purposes 8% 6% 12% 5% 10% 11% 10% 4% It is used mostly for recreational purposes 13% 15% 10% 15% 13% 11% 14% 13% It is mostly used for display purposes <1% 0% 1% 1% <1% 0% 1% 0% It is currently not being driven <1% 0% 1% 0% 0% 1% 0% 0% Other 1% <1% 1% 1% 0% 0% 1% 1% 57 S E M A P I C K U P R E P O R T

59 Types of Part/Accessory Purchases Made for Pickup TOTAL Silverado/Sierra Honda Ridgeline, Under F-150/F-250/ F-350 GM Colorado/Canyon, Toyota Tacoma/Tundra, Replaced worn out/damaged parts with factory equivalent 32% 32% 32% 26% 38% 35% 39% 20% Replaced worn out/damaged parts with upgraded versions 37% 41% 37% 25% 45% 60% 44% 15% Purchased new parts/accessories to modify vehicle 85% 83% 89% 92% 80% 76% 84% 92% 58 S E M A P I C K U P R E P O R T

60 Who Has Installed Parts/Accessories Purchased for Pickup TOTAL Silverado/Sierra Honda Ridgeline, Under F-150/F-250/ F-350 GM Colorado/Canyon, Toyota Tacoma/Tundra, Factory (came with vehicle when purchased) 19% 20% 19% 12% 22% 31% 23% 5% Dealer 41% 41% 41% 36% 45% 51% 42% 34% Independent auto shop 47% 47% 50% 42% 47% 67% 47% 35% Yourself or help from friends/family 51% 49% 52% 56% 48% 60% 49% 49% Other 1% 1% 1% 2% <1% <1% 1% 2% 59 S E M A P I C K U P R E P O R T

61 How Often Truck-Related Activities Performed ST=Sometimes O=Often TOTAL Silverado/Sierra Under F-150/F-250/ F-350 TOWING AND HAULING ACTIVITIES GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, ST O ST O ST O ST O ST O ST O ST O ST O Tow large items 54% 17% 59% 15% 57% 21% 47% 16% 53% 16% 65% 18% 58% 19% 42% 14% Tow smaller items 57% 16% 57% 21% 60% 18% 57% 9% 55% 16% 61% 20% 58% 21% 53% 6% Carry passengers in the rear seat 45% 47% 44% 50% 40% 54% 52% 41% 46% 44% 39% 54% 35% 60% 64% 24% Carry pets in the vehicle Carry outdoor recreation items in truck bed 47% 25% 46% 23% 47% 27% 44% 20% 50% 28% 50% 27% 50% 28% 40% 19% 52% 31% 47% 33% 54% 29% 50% 26% 56% 34% 51% 39% 51% 38% 54% 16% RECREATIONAL ACTIVITIES Go camping, hunting, fishing or other outdoor 50% 37% 49% 38% 51% 37% 49% 35% 51% 37% 46% 44% 50% 42% 53% 24% recreation Drive off-road 50% 21% 53% 18% 49% 24% 46% 16% 52% 24% 51% 33% 54% 26% 43% 6% Take a multi-day pleasure drive 62% 30% 58% 35% 63% 31% 68% 20% 61% 32% 55% 35% 58% 36% 72% 17% Take a shorter pleasure drive 55% 43% 50% 47% 56% 43% 63% 33% 52% 46% 50% 46% 48% 49% 67% 31% 60 S E M A P I C K U P R E P O R T

62 How Often Truck-Related Activities Performed ST=Sometimes O=Often TOTAL Silverado/Sierra Under F-150/F-250/ F-350 RACING AND CLUB EVENTS GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, Display my truck at car/truck shows Participate in amateur or professional racing Participate in off-road driving competition or event Attend truck club gatherings or other club events ST O ST O ST O ST O ST O ST O ST O ST O 12% 17% 14% 15% 13% 21% 4% 16% 16% 16% 17% 18% 17% 19% 2% 14% 13% 16% 12% 21% 14% 18% 3% 9% 19% 16% 21% 20% 17% 21% 2% 6% 17% 47% 16% 50% 19% 54% 4% 41% 25% 44% 27% 54% 22% 60% 3% 24% 26% 25% 28% 23% 28% 27% 13% 20% 31% 28% 40% 27% 31% 28% 9% 19% WORKING ON TRUCK Perform maintenance or repairs on my truck 50% 37% 52% 38% 52% 37% 56% 35% 43% 37% 52% 44% 50% 42% 48% 24% Install upgrades or accessories 69% 21% 71% 18% 67% 24% 73% 16% 67% 24% 70% 33% 67% 26% 71% 6% Browse the internet for new part/accessory ideas Watch videos/tutorials related to working on my truck Shop specifically for new parts/ accessories at a physical location Shop specifically for new parts/ accessories online RESEARCH AND SHOPPING 54% 31% 50% 33% 52% 33% 65% 22% 53% 34% 51% 41% 48% 41% 66% 9% 54% 23% 56% 19% 49% 28% 54% 20% 57% 25% 54% 35% 55% 29% 52% 8% 65% 20% 63% 19% 63% 25% 73% 12% 64% 22% 63% 29% 63% 26% 71% 5% 61% 23% 57% 24% 59% 23% 64% 20% 63% 24% 56% 36% 60% 30% 65% 6% 61 S E M A P I C K U P R E P O R T

63 How Often Parts/Accessories Typically Purchased Only at the time I acquired/purchased my truck TOTAL Silverado/Sierra Under F-150/F-250/ F % 10% 11% 15% 10% 5% 9% 18% GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, Every 1 3 months 22% 28% 23% 18% 19% 27% 28% 10% Every 4 6 months 28% 22% 31% 25% 34% 36% 31% 20% Every 7 11 months 16% 19% 12% 15% 17% 18% 16% 13% Every 1 2 years 10% 8% 12% 12% 10% 11% 9% 13% Every 2 years or more 3% 5% 1% 4% 4% 1% 2% 7% Don't know/not sure 9% 9% 10% 13% 6% 3% 5% 20% 62 S E M A P I C K U P R E P O R T

64 Where They Do Research For New Parts/Accessories GM Colorado/Canyon, TOTAL Silverado/Sierra Under F-150/F-250/ Honda Ridgeline, F-350 Toyota Tacoma/Tundra, Online marketplaces and general retailers 51% 46% 50% 56% 53% 53% 56% 43% Talking to people in your personal network 44% 44% 48% 43% 42% 60% 46% 33% Looking at products in retail stores 44% 42% 47% 44% 42% 47% 45% 40% Automotive retailer websites 39% 33% 43% 47% 35% 39% 39% 41% Consulting with professionals 38% 38% 35% 39% 41% 36% 38% 40% Parts manufacturer websites 33% 32% 37% 32% 31% 35% 33% 31% Online product reviews 28% 24% 34% 27% 29% 25% 30% 28% Visiting auto dealerships 27% 28% 28% 22% 29% 31% 28% 24% Auto manufacturer websites 25% 24% 30% 27% 22% 21% 23% 32% Visiting auto customization/ specialty shops 23% 26% 21% 23% 23% 23% 25% 21% Online videos about truck parts or accessories 23% 19% 24% 22% 25% 26% 26% 16% Truck-related TV shows/ movies/printed materials 20% 19% 23% 22% 17% 19% 22% 18% Auto enthusiast or specialty websites 17% 17% 20% 15% 15% 21% 19% 10% Attending auto shows/exhibits/ events 15% 14% 14% 14% 16% 22% 15% 10% Social media 13% 14% 13% 11% 13% 18% 16% 4% Auto magazine websites 12% 8% 15% 14% 11% 14% 13% 9% None of the above 4% 3% 4% 5% 4% 1% 3% 7% 63 S E M A P I C K U P R E P O R T

65 Buyer Types TOTAL Silverado/Sierra Under F-150/F-250/ F-350 GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, Total Enthusiasts 49% 53% 49% 44% 51% 58% 58% 32% Builder 20% 20% 24% 19% 17% 24% 24% 11% Driver 10% 12% 9% 12% 7% 11% 11% 7% In-crowd 20% 21% 17% 13% 27% 23% 23% 14% Total Non-Enthusiasts 51% 47% 52% 56% 49% 42% 42% 69% Handyman 8% 8% 10% 6% 8% 6% 7% 11% Commuter 20% 19% 19% 22% 22% 21% 20% 21% DIFM 23% 20% 24% 28% 20% 15% 16% 37% 64 S E M A P I C K U P R E P O R T

66 Automotive Topics They Read About TOTAL Silverado/Sierra Under F-150/F-250/ F-350 Auto Repair and Accessories 41% 39% 48% 35% 42% 59% 47% 22% Classic Cars/Hot Rods 23% 23% 22% 20% 25% 29% 26% 15% Drag Racing 12% 12% 12% 11% 14% 16% 14% 9% F-1 or Indy Car Racing 10% 10% 15% 6% 9% 14% 11% 6% General Auto News 27% 25% 26% 19% 35% 32% 32% 16% Motocross/Motorcycling 11% 11% 14% 7% 11% 17% 13% 4% NASCAR Racing 23% 23% 21% 22% 23% 17% 25% 22% Off-Road Racing 14% 14% 15% 10% 16% 23% 16% 5% Sports Cars 18% 21% 20% 14% 18% 24% 22% 9% Trucks/Off-Road Vehicles 32% 31% 36% 33% 28% 37% 35% 25% Other <1% <1% 0% 1% 1% 1% 1% <1% None of the above 25% 26% 24% 33% 18% 11% 17% 45% GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, 65 S E M A P I C K U P R E P O R T

67 Hobbies They Participated In TOTAL Silverado/Sierra Under F-150/F-250/ F-350 Bicycling 33% 29% 38% 27% 37% 39% 36% 24% GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, Boating/Sailing 27% 30% 30% 24% 23% 28% 30% 21% Camping/Hiking 48% 49% 49% 46% 47% 50% 53% 38% Climbing 10% 10% 10% 6% 15% 18% 13% 2% Gardening/Landscaping 38% 34% 36% 37% 43% 26% 37% 45% Hunting/Fishing 49% 52% 51% 47% 45% 46% 52% 45% Participating in sports 29% 25% 30% 27% 32% 32% 34% 18% Travel 56% 53% 60% 55% 56% 51% 52% 66% Playing video games 33% 29% 32% 29% 39% 43% 41% 14% Watching live sporting events 44% 42% 46% 51% 39% 33% 46% 48% None of the above 3% 4% 2% 5% 3% 5% 3% 4% 66 S E M A P I C K U P R E P O R T

68 Powersports and Towed Equipment They Own TOTAL Silverado/Sierra Under ATV/Quad runner 28% 32% 34% 20% 24% 32% 33% 17% Boat 32% 36% 35% 26% 30% 32% 33% 29% Dune buggy 6% 9% 7% 1% 8% 11% 9% 0% Go Kart 10% 11% 11% 4% 12% 23% 10% 2% Golf Cart 12% 13% 13% 7% 15% 17% 15% 6% Off-road motorcycle 13% 15% 14% 9% 15% 24% 16% 3% On road/dual purpose motorcycle F-150/F-250/ F % 18% 15% 19% 17% 15% 19% 15% Personal Watercraft 13% 14% 16% 6% 14% 17% 14% 9% Recreation trailer 19% 20% 23% 15% 17% 19% 20% 17% RV/Motorhome 10% 15% 9% 8% 9% 13% 10% 8% Snowmobile 9% 9% 12% 4% 12% 17% 11% 3% Travel Trailer/Camper 21% 24% 21% 18% 22% 23% 23% 17% Utility trailer 24% 29% 25% 23% 19% 21% 21% 29% UTV/Side by side 7% 8% 10% 5% 6% 9% 9% 4% None of the Above 23% 20% 21% 30% 23% 23% 21% 27% GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, 67 S E M A P I C K U P R E P O R T

69 DETAILS DEMOGRAPHICS 68 S E M A P I C K U P R E P O R T

70 Pickup Make/Model TOTAL Silverado/Sierra Under F-150/F-250/ F-350 2% 6% 0% 0% 0% 2% 3% 0% Chevrolet Silverado (1500, 2500, 3500) 18% 73% 0% 0% 0% 23% 18% 16% GMC Sierra (1500, 2500, 3500) 5% 21% 0% 0% 0% 2% 5% 8% Ford F-Series (F-150, F-250, F-350) 25% 0% 100% 0% 0% 25% 25% 24% Ram (1500, 2500, 3500) 21% 0% 0% 100% 0% 13% 18% 32% Chevrolet Avalanche 2% 0% 0% 0% 6% 1% 3% 0% Chevrolet Colorado 3% 0% 0% 0% 12% 5% 3% 4% Dodge Dakota 2% 0% 0% 0% 8% 4% 2% 2% Ford Ranger 1% 0% 0% 0% 5% 2% 2% 1% GMC Canyon 1% 0% 0% 0% 4% 1% 2% 1% Honda Ridgeline 1% 0% 0% 0% 4% 1% 1% 1% Nissan Frontier 3% 0% 0% 0% 11% 3% 3% 4% Nissan Titan 1% 0% 0% 0% 5% 1% 2% 1% Toyota Tacoma 7% 0% 0% 0% 23% 7% 7% 5% Toyota Tundra 6% 0% 0% 0% 22% 8% 8% 2% GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, 69 S E M A P I C K U P R E P O R T

71 Pickup Model Year TOTAL Silverado/Sierra Under F-150/F-250/ F % 11% 6% 8% 9% 10% 10% 6% % 7% 12% 9% 9% 10% 9% 10% % 7% 14% 16% 13% 12% 11% 14% % 17% 18% 11% 11% 12% 13% 17% % 24% 17% 25% 20% 18% 22% 23% % 25% 26% 22% 22% 27% 23% 22% % 7% 8% 10% 16% 11% 12% 9% GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, 70 S E M A P I C K U P R E P O R T

72 How Pickup was Purchased TOTAL Silverado/Sierra Honda Ridgeline, Under F-150/F-250/ F-350 GM Colorado/Canyon, Toyota Tacoma/Tundra, Purchased Vehicle New 78% 70% 81% 79% 81% 71% 79% 79% Leased Vehicle New 6% 9% 5% 4% 4% 7% 5% 7% Purchased Used 16% 19% 14% 16% 14% 19% 15% 14% Leased Used 1% 1% 1% 1% <1% 3% 1% 0% 71 S E M A P I C K U P R E P O R T

73 Fuel Type of Pickup TOTAL Silverado/Sierra Honda Ridgeline, Under F-150/F-250/ F-350 GM Colorado/Canyon, Toyota Tacoma/Tundra, Gas 82% 84% 83% 85% 78% 79% 78% 91% Diesel 15% 14% 15% 13% 17% 21% 18% 8% Alternative Power/ Other 3% 2% 3% 1% 5% 1% 5% 1% 72 S E M A P I C K U P R E P O R T

74 Engine Configuration of Pickup TOTAL Silverado/Sierra Honda Ridgeline, Under F-150/F-250/ F-350 GM Colorado/Canyon, Toyota Tacoma/Tundra, 4 cylinders 4% 2% 2% 0% 12% 4% 4% 6% 6 cylinders 31% 18% 39% 21% 44% 37% 30% 30% 8 cylinders 62% 77% 58% 78% 42% 57% 64% 62% 10 cylinders 1% 2% 2% 1% <1% 2% 2% 0% Other 1% 0% 0% 0% 3% 0% 1% 2% 73 S E M A P I C K U P R E P O R T

75 Transmission Type of Pickup TOTAL Silverado/Sierra Under F-150/F-250/ F-350 GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, Automatic Transmission 94% 96% 90% 99% 90% 87% 93% 97% Manual Transmission 6% 4% 10% 1% 10% 13% 7% 3% 74 S E M A P I C K U P R E P O R T

76 Drive Wheel Configuration of Pickup TOTAL Silverado/Sierra Under F-150/F-250/ F-350 GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, 2-wheel Drive 21% 19% 18% 20% 27% 18% 18% 29% 4-wheel Drive 79% 81% 83% 80% 73% 82% 83% 71% 75 S E M A P I C K U P R E P O R T

77 Number of Miles Driven in Pickup Annually TOTAL Silverado/Sierra Honda Ridgeline, Under F-150/F-250/ F-350 GM Colorado/Canyon, Toyota Tacoma/Tundra, Less than 10,000 34% 31% 32% 32% 42% 43% 32% 33% 10,000 to less than 20,000 41% 42% 45% 48% 31% 27% 41% 49% 20,000 to less than 30,000 14% 15% 14% 13% 13% 15% 15% 10% 30, % 12% 10% 7% 14% 15% 12% 7% Average 14,679 15,355 14,415 13,857 14,914 15,784 14,925 13, S E M A P I C K U P R E P O R T

78 Gender TOTAL Silverado/Sierra Under F-150/F-250/ F-350 GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, Male 72% 63% 73% 82% 73% 63% 69% 83% Female 28% 37% 28% 18% 27% 37% 31% 17% 77 S E M A P I C K U P R E P O R T

79 Age TOTAL Silverado/Sierra Honda Ridgeline, Under F-150/F-250/ F-350 GM Colorado/Canyon, Toyota Tacoma/Tundra, % 8% 10% 4% 9% 43% 0% 0% % 12% 9% 8% 13% 57% 0% 0% % 33% 31% 21% 41% 0% 66% 0% % 16% 19% 19% 15% 0% 34% 0% % 16% 14% 23% 9% 0% 0% 46% % 15% 18% 25% 13% 0% 0% 54% 78 S E M A P I C K U P R E P O R T

80 Where They Live TOTAL Silverado/Sierra Honda Ridgeline, Under F-150/F-250/ F-350 GM Colorado/Canyon, Toyota Tacoma/Tundra, Metropolitan city 21% 21% 20% 12% 30% 30% 27% 7% Suburban community of a larger city 41% 37% 45% 44% 38% 44% 40% 40% Small town 16% 18% 14% 17% 17% 17% 13% 21% Rural area 21% 24% 22% 27% 15% 9% 20% 33% 79 S E M A P I C K U P R E P O R T

81 Annual Household Income TOTAL Silverado/Sierra Under F-150/F-250/ F-350 Under $25,000 2% 3% 0% 3% 2% 5% 1% 1% GM Colorado/Canyon, Honda Ridgeline, Toyota Tacoma/Tundra, $25,000 - $49,999 13% 12% 16% 12% 14% 17% 11% 15% $50,000 - $74,999 22% 22% 22% 20% 25% 28% 19% 23% $75,000 - $99,999 24% 24% 25% 19% 28% 27% 26% 19% $100,000 - $124,999 13% 13% 11% 11% 15% 5% 16% 13% $125,000 - $149,999 11% 12% 11% 15% 8% 6% 12% 13% $150,000 - $174,999 8% 9% 8% 9% 5% 5% 10% 6% $175,000 or more 6% 4% 9% 11% 3% 5% 6% 9% 80 S E M A P I C K U P R E P O R T

82 Current Occupation Accounting or Financial Services Advertising, Marketing, or Entertainment GM Colorado/Canyon, TOTAL Under % 4% 8% 5% 7% 11% 7% <1% 2% 1% 2% 2% 3% 2% 3% <1% Agriculture 3% 3% 4% 4% 3% 4% 4% 2% Architecture or Engineering 5% 7% 6% 4% 5% 6% 6% 3% Construction or General Contractor 8% 9% 8% 5% 10% 9% 11% 3% Craftsman/Skilled Trades 4% 2% 4% 4% 6% 4% 4% 4% Food Service 2% 2% 3% 2% 3% 4% 3% <1% Full-time parent 3% 3% 3% 1% 4% 3% 5% 0% Healthcare Provider 5% 4% 6% 7% 5% 7% 6% 2% Manufacturing - Automotive 1% 1% 1% 1% 1% 2% 1% 0% Manufacturing - Other 6% 7% 6% 7% 5% 3% 9% 3% Professional Services 7% 8% 9% 5% 7% 5% 8% 8% Protective Services 3% 4% 3% 6% 2% 4% 3% 3% Retail - Automotive 1% 3% 1% 1% 1% 2% 2% 0% Retail - Other 4% 6% 4% 5% 3% 4% 5% 3% Transportation 3% 4% 2% 4% 2% 2% 3% 4% Other 15% 17% 14% 13% 15% 9% 10% 28% None of the above or not currently working Silverado/Sierra F-150/F-250/ F % 19% 20% 23% 19% 19% 10% 36% Honda Ridgeline, Toyota Tacoma/Tundra, 81 S E M A P I C K U P R E P O R T

83 METHODOLOGY 82 S E M A P I C K U P R E P O R T

84 Why Do this Research? Pickups represent a major portion of the specialty-equipment market and are the sector of the automotive market that has been most affected by the recent economic recession and gas price fluctuations. While other research has been done in this space previously, SEMA and the Light Truck Accessory Association (LTAA) felt that it was time to take a fresh look. This project was commissioned to help SEMA members better serve the needs of companies manufacturing and retailing pickup parts and accessories to develop sales strategies, marketing communications, and help new-product development decisions. The objective is to present SEMA members with the information needed to understand how pickup accessorizers use and modify their truck. In particular, gain understanding of the following: What modifications and upgrades do these owners buy and plan to buy? Where do they research, shop and buy from? What are their lifestyles, hobbies, and other habits that can be appealed to when marketing to them? How do they use their pickups? Aside from what make and model they own, are there any other distinct types of pickup accessorizers that SEMA members can target? 83 S E M A P I C K U P R E P O R T

85 How Was the Research Conducted? SEMA commissioned Ipsos RDA to develop and field a quantitative survey that was completed by 803 owners of pickups who accessorize their vehicle. This study recruited participation from a broad-representative national panel to ensure we hear from the full range of pickup accessorizers. Only respondents indicating they had purchased or plan to purchase some type of modification or accessories were included in the results. Respondents were asked a range of questions about their vehicles, usage, purchase habits and interests to provide a richer, more detailed look at the pickup accessorizer to help understand their underlying motivations. Supplementary data from Experian s Vehicles in Operation (VIO) database and the 2016 SEMA Annual Market Report were used to give a view of the broader pickup market. The final data represents a mix of the top-selling pickup models from the brands shown below: 84 S E M A P I C K U P R E P O R T

86 Who Participated in the Research? For this research, we looked at a broad group of consumers, not just enthusiasts. We cast the widest possible net for a few reasons: To make sure we re not missing someone. There may be some people who are consumers in the market but who we might not typically interact with. To make it applicable to the widest range of parts and accessory applications (our industry encompasses more than performance upgrades). To identify opportunities for expansion or extension. We want to identify ways that our membership can grow their market by gaining an understanding of the broadest consumer needs. U.S. nationwide sample Conducted June 2016 August total interviews U.S. residents Age 18+ years Own at least one model year pickup, are a primary decision-maker for purchases concerning their truck Truck not used solely for business (this research focus on consumer products) Have purchased or intend to purchase pickup truck accessories or modifications (excluding routine maintenance) We managed the sample to make sure we covered a range of consumers: Top-selling pickup models Representation across demographics 85 S E M A P I C K U P R E P O R T

87 Vehicle Categories For analytical purposes, pickup models have been combined into 4 different groups to create vehicle segments. GM, Ford, and RAM full-size pickups are the highest sellers, while the lower volume sellers have been grouped together in Other. Only model years were considered to focus the attention on current or recent modifications and increase likelihood of measuring similar needs for future model years. 201 Respondents 200 Respondents 171 Respondents 231 Respondents Chevy Silverado Ford F-150/F-250/F-350 RAM Chevy Colorado/ GMC Canyon GMC Sierra Toyota Tacoma/ Tundra Cadillac Escalade ETX Honda Ridgeline 86 S E M A P I C K U P R E P O R T

88 87 Questions? Comments and suggestions appreciated. Happy to provide clarifications. SEMA Market Research is here to help. Download SEMA Market Research reports at Gavin Knapp Director, Market Research Matt Kennedy Research Manager S E M A P I C K U P R E P O R T

89 SEMA Pickup Report September S E M A P I C K U P R E P O R T