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View the pdf version.   The Specialty Vehicle Buyer Modification Study ©   The Specialty Vehicle "Ideal Car" Study - What They Want Next © The Full Size Pickup Truck Accessory Market Potential and Brand Influence Study ©   The Full Size Pickup Truck Accessory "Big Spender" Study ©

Full Size Pickup Truck Focused Studies

Truck nameplates include Dodge Ram, Chevrolet Silverado and Avalanche, Cadillac Escalade EXT, GMC Sierra, Ford F-Series, Toyota Tundra, and Nissan Titan. The sample is comprised of 1,874 buyers or lessees and principal drivers of new full size 2003 and 2004 trucks.

How large is the full size pickup truck accessory market for new vehicles, and how can this market be reached by accessory manufacturers? An estimate of installation rates by truck manufacturer of thirty-two accessories is measured. High installation rate accessory brand awareness and the role of branding in the accessory market is reviewed. The study specifics include:

• When in the early ownership cycle (0 to 18 months) are most accessories purchased
• Installation rate estimates for each accessory by truck nameplate
• The market share for each accessory by OEM dealer versus aftermarket retailer, and reasons given for place of purchase selection
• Overall brand awareness of fourteen high installation rate accessories
• A comparison of brand aware buyers and non-brand aware buyers in terms of source of awareness and importance of branding
• Demographic profile of buyers