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The 2004 Full Size Pickup Truck Accessory Market & Option Packaging Study ©

Background

Because this market is so large, and because it represents significant profit opportunity for aftermarket retailers and distributors as well as automobile dealers and automotive manufacturers, it cannot be ignored. Understanding this market is the first step in winning the competitive battlefield that is unfolding.

• $28.8 billion in direct retail sales in 2002

• Light truck segment accounts for 75% of retail sales

• Typically, truck owners spend approximately $1,000 on accessories to personalize and customize their vehicle

Study Deliverables

• Identification of the accessories purchased or intended to be purchased by owners of each full size pickup nameplate

• Identification of where these accessories are purchased, and why that retail source was selected

• Identification of consumer expectation and satisfaction

• Accessory brand awareness

• Preferred place of purchase

• Recommendations for promotional packages based on the types of accessories that are purchased - this technique can be used by aftermarket retailers, automobile dealers and automotive manufacturers to increase accessory sales revenue and profit

Audience and Sampling

• Current owners or lessees and principal drivers of 2003 and 2004 model year, full-size pickup trucks that were purchased between January, 2003 and April, 2004

• All respondents were qualified on either having already spent $500 or more on accessories installed on their truck, or planning to spend at least $500 on accessories for their truck

• Truck owners or lessees who use their vehicle primarily for business-related purposes were excluded from this study

Strategic Business Matrix - Putting It All Together

Matrices that demonstrate how each of the two channels (aftermarket retailers and OEM dealers) can compete and grow in the accessory market have been put together. The matrices are based on an analysis of each accessory in terms of actual/intended installation (market potential), and actual/intended preference for OEM dealer or aftermarket retailer (to simulate market share). The following definitions apply:

• Conquest Opportunity- high market installation rate / low channel share
• Secondary Conquest Opportunity- low market installation rate / low channel share
• Defensive Business Position - high market installation / high channel share
• Market Growth Opportunity - low market installation rate / high channel share