The Driving Woman

See those nice wheels? They're what SEMA has coined "Restyling"

SEMA (Specialty Equipment Marketing Association) has come up with a new word and a new audience for aftermarket accessories. The word is restyling and the audience is the general consumer.

We're not talking spinners, wild paint jobs and customized interiors with woofers the size of refrigerators. We're talking accessories that include anything from sunroofs and grille guards to bumpers-equipment that serves a purpose and looks good.

Nothing radical, just add-ons to enhance and improve. Like buying a new duvet cover and sheets for your bed.

So, OK, I'll go with the term restyling. But what exactly are they saying?

According to SEMA, accessories represented 66.4% of the products sold in the market for 2006; performance products accounted for 15.6% of sales and wheels, tires and suspension had 18.0%.

In November, when SEMA asked consumers what form their vehicle would take after modification, the most common answer was that it would be street performance (27%), with general personalization or restyling coming in a close second (23%). Off-road held third (17%) while restoration held fourth place (12%).

"When you consider that the data collection is not limited to automotive enthusiasts, we can conclude that mainstream consumers are entering our market through the restyling niche. Whether perfecting a new vehicle or bringing the existing one up-to-date, increasing numbers of mainstream consumers are finding our industry."

So, you know that sunroof you ordered on your new set of wheels? You can now officially call yourself a restyler.

For more on Women Customizing Cars go to my piece at Edmunds.