New research from the Specialty Equipment Market Association (SEMA) reveals key shifts in consumer behaviour and market dynamics within the U.S. automotive aftermarket—a bellwether with clear implications for the Canadian market.

In 2024, American consumers spent an estimated USD $52.65 billion on vehicle accessories and modifications. With detailed insights by vehicle type and product category, this research offers timely intelligence for aftermarket professionals navigating a rapidly evolving landscape.

Post-Pandemic Market Normalizes, Growth Stabilizing

SEMA forecasts continued, moderate growth in the specialty-equipment market through 2025, gradually returning to pre-pandemic norms. Following the COVID-era surge driven by DIY modifications and increased home time, the sector is settling into a more sustainable trajectory, with annual growth projected between 4% and 5%.

One driver of ongoing demand is the aging vehicle fleet. The average vehicle age in the U.S. is now over 12 years (over 10 in Canada), and as new vehicle prices climb, more owners are opting for repairs and enhancements that extend vehicle lifespans—echoing trends seen in the Canadian market.

Suspension, exhaust, and engine control components continue to show above-average sales growth, tracking at over 2% annually since 2021.

Product Performance and Shifts in Consumer Electronics

While most categories saw steady or improved sales in 2024, mobile electronics—particularly aftermarket GPS and audio systems—have seen declines. This is attributed to factory-installed infotainment systems in newer vehicles, a trend also visible in Canada as OEMs integrate more advanced tech at the factory level.

Pickup trucks continue to lead in aftermarket spending, accounting for roughly one-third of the specialty market. Crossovers (CUVs) are the fastest-growing segment, while sedans, coupes, and some sports cars are seeing declining sales and production. SEMA data confirms that pickups dominate nearly every accessory category, including performance and utility add-ons.

“Truck owners are leading the market in enhancing their vehicle’s safety, performance, and comfort,” said Gavin Knapp, SEMA’s Director of Market Research. “They’re investing heavily to personalize what is already a high-value vehicle.”

This insight mirrors Canadian trends, where light trucks and pickups have consistently outpaced passenger cars in new vehicle registrations and parts sales.

Online-Offline Hybrid Shopping Models Now the Norm

Consumer buying habits continue to evolve, with a 50/50 split between online and in-store purchasing. The trend toward hybrid retail—online research and purchase with local pickup—has become firmly entrenched. This change underscores the importance for Canadian jobbers, wholesalers, and service providers to maintain omnichannel capabilities to meet customer expectations.

EV Forecasts Revised Down as Performance Interest Grows

SEMA has revised its EV sales forecast for 2035 from 35% to just 22% of new vehicle sales, a notable shift amid softening demand. While EV owners currently represent only 4% of aftermarket parts spending, they are beginning to show increased interest in performance and motorsport applications.

“EV performance and racing represent a new market area to tap into for the industry,” said Knapp. “Though modification options are limited, usage patterns suggest emerging opportunities, particularly among younger, tech-savvy consumers.”

The Rise of the ‘New Classic’

SEMA’s report also spotlights a generational shift in vehicle restoration and collection. Vehicles from 1989 and earlier—now categorized as “Classics”—are gaining popularity among collectors, with notable demand for 1980s models.

Typically reserved for recreational use or show purposes, they present a new opportunity to expression automotive passion and, for those so inclined, competition for show trophies.

“It’s only natural that this pool of vehicles now includes models from the 1980s,” said Christian Robinson, SEMA’s Senior Director for State Government Affairs. “As the next generation embraces models from films and pop culture, industry players must ensure the preservation and support of this emerging collector segment.”

For Canadian aftermarket professionals, these U.S. trends offer valuable signals—from evolving product categories to consumer preferences—that can inform inventory planning, service offerings, and customer engagement strategies in a dynamic market.