Contents:

Introduction and Abbreviations Introduction Definition Abbreviations and terms Abbreviations Terms Executive Summary Overview of automobile aftermarket consumer Nine out of ten households own vehicle Automotive chains most used Wal-Mart—popular among females—second Most likely modifications: “other” accessories & entertainment/navigation Figure 1: Vehicle aftermarket modifications made in past two years, by general category, July 2006 Ethnic groups comprise market lifeblood Hispanics Asians Blacks Figure 2: U.S. population, by race and Hispanic origin, 2001-11 Younger consumers also drive market Women underrepresented provide market opportunity Safety and security top reasons for modifying vehicle Car comfort and family function trump personality and looks Motorsports sponsorship prevalent Success with product placement/direct-to-consumer interaction Advertising and Promotion Overview Manufacturers and Suppliers Tire manufacturers Bridgestone Corp. Figure 3: Bridgestone Tires TV ad, 2006 Goodyear Tires Figure 4: Goodyear Tires TV ad, 2006 Michelin Group Figure 5: Michelin Tires TV ad, 2006 Cooper Tire & Rubber Mobile electronics manufacturers Garmin International Figure 6: Garmin Nuvi GPS TV ad, 2006 Pioneer Figure 7: Pioneer navigation system TV ad, 2006 JVC Kenwood Panasonic Other manufacturers Dupont Car Care Products Figure 8: Dupont car care products TV ad, 2006 Federal-Mogul Honeywell Mr. Clean Autodry Figure 9: Mr. Clean Autodry TV ad, 2006 Purolator Figure 10: Purolator oil filter TV ad, 2006 Turtle Wax Figure 11: Turtle Wax Ice car polish TV ad, 2006 Sponsorship programs Affinia Group Bridgestone Continental AG Cooper Tire & Rubber Delphi Federal-Mogul Goodyear Honeywell Mr. Clean Pioneer Purolator Turtle Wax Television and movie product placements and sponsorships Retailers and Distributors Advance Auto Parts Inc. AutoZone Inc. CSK Auto Inc. Discount Tire Co. Sponsorship programs Advance Auto Parts AutoZone CARQUEST CSK Auto Discount Tire O’Reilly Automotive Television and movie product placements and sponsorships Vehicle Ownership and Usage Introduction Summary Types of vehicle owned Figure 12: Type of vehicle owned, July 2006 Figure 13: Type of vehicle owned, by age, July 2006 Figure 14: Type of vehicle owned, by household income, July 2006 Figure 15: Type of vehicle owned, by race and Hispanic origin, July 2006 Figure 16: Type of vehicle owned, by presence of children, July 2006 Model year of primary vehicle Figure 17: Model year of primary vehicle, July 2006 Number of vehicles owned or leased Figure 18: Number of vehicles owned or leased by members of household, January-September 2005 Figure 19: Number of vehicles owned or leased by members of household, by age, January-September 2005 Figure 20: Number of vehicles owned or leased by members of household, by household income, January-September 2005 Figure 21: Number of vehicles owned or leased by members of household, by race/ethnicity, January-September 2005 Features of owned and leased vehicles Figure 22: Features on vehicles owned or leased by members of household, January-September 2005 Vehicle Modification Types and Rationales Introduction Summary Entertainment, navigation or security-type modifications Tire and wheel modifications Lighting, body, and painting modifications Towing, storage, liners, and racks Reasons for modifying vehicle Vehicle modifications by type Figure 23: Vehicle aftermarket modifications made in past two years, by general category, July 2006 Entertainment, navigation or security-type modifications Figure 24: Entertainment, navigation or security-type modifications made in past two years, by gender, July 2006 Figure 25: Entertainment, navigation or security-type modifications made in past two years, by age, July 2006 Figure 26: Entertainment, navigation or security-type modifications made in past two years, by household income, July 2006 Figure 27: Entertainment, navigation or security-type modifications made in past two years, by race and Hispanic origin, July 2006 Figure 28: Entertainment, navigation or security-type modifications made in past two years, by presence of children, July 2006 Tire and wheel modifications Figure 29: Tire and wheel modifications in past two years, by age, July 2006 Figure 30: Tire and wheel modifications in past two years, by household income, July 2006 Figure 31: Tire and wheel modifications in past two years, by race and Hispanic origin, July 2006 Figure 32: Tire and wheel modifications in past two years, by presence of children, July 2006 Lighting, body, and painting modifications Figure 33: Lighting, body, painting modifications, additions, and/or personalizations in past two years, by gender, July 2006 Figure 34: Lighting, body, painting modifications, additions, and/or personalizations in past two years, by age, July 2006 Figure 35: Lighting, body, painting modifications, additions, and/or personalizations in past two years, by household income, July 2006 Figure 36: Lighting, body, painting modifications, additions, and/or personalizations in past two years, by race and Hispanic origin, July 2006 Figure 37: Lighting, body, painting modifications, additions, and/or personalizations in past two years, by presence of children, July 2006 Towing, storage, liners, and racks Figure 38: Towing, storage, liner, and rack modifications in past two years, by gender, July 2006 Figure 39: Towing, storage, liner, and rack modifications in past two years, by age, July 2006 Figure 40: Towing, storage, liner, and rack modifications in past two years, by household income, July 2006 Figure 41: Towing, storage, liner, and rack modifications in past two years, by race and Hispanic origin, July 2006 Figure 42: Towing, storage, liner, and rack modifications in past two years, by presence of children, July 2006 Other interior or exterior accessories Figure 43: Other interior or exterior accessory modifications in past two years, by gender, July 2006 Figure 44: Other interior or exterior accessory modifications in past two years, by age, July 2006 Figure 45: Other interior or exterior accessory modifications in past two years, by household income, July 2006 Figure 46: Other interior or exterior accessory modifications in past two years, by race and Hispanic origin, July 2006 Figure 47: Other interior or exterior accessory modifications in past two years, by presence of children, July 2006 Modifications by type of vehicle owned Figure 48: Vehicle aftermarket modifications in past two years, by type of vehicle owned, July 2006 18-34 year-olds versus 45-64 year-olds Figure 49: 18-34 year-olds vehicle aftermarket modifications in past two years, by type of vehicle owned, July 2006 Figure 50: 45-64 year-olds vehicle aftermarket modifications in past two years, by type of vehicle, July 2006 Reasons for modifying vehicle Figure 51: Reasons for making modifications to vehicle, by gender, July 2006 Figure 52: Reasons for making modifications to vehicle, by age, July 2006 Figure 53: Reasons for making modifications to vehicle, by household income, July 2006 Figure 54: Reasons for making modifications to vehicle, by race and Hispanic origin, July 2006 Figure 55: Reasons for making modifications to vehicle, by presence of children, July 2006 Figure 56: Reasons for making modifications to vehicle, by region, July 2006 Figure 57: Reasons for modifying vehicle, by type of vehicle owned, July 2006 Figure 58: Reasons for modifying vehicle, by DIY/DIFM, July 2006 18-34 year-olds versus 45-64 year-olds Figure 59: 18-34 year-olds reasons for modifying vehicle, by type of vehicle owned, July 2006 Figure 60: 45-64 year-olds reasons for modifying vehicle, by type of vehicle owned, July 2006 Figure 61: 18-34 year-olds reasons for modifying vehicle, by DIY/DIFM, July 2006 Figure 62: 45-64 year-olds reasons for modifying vehicle, by DIY/DIFM, July 2006 Purchasing and Installation Preferences Introduction Summary Purchasing preferences Figure 63: Automobile aftermarket retail purchasing choices, by gender, July 2006 Figure 64: Automobile aftermarket retail purchasing choices, by age, July 2006 Figure 65: Automobile aftermarket retail purchasing choices, by household income, July 2006 Figure 66: Automobile aftermarket retail purchasing choices, by race and Hispanic origin, July 2006 Figure 67: Automobile aftermarket retail purchasing choices, by presence of children, July 2006 Figure 68: Automobile aftermarket retail purchasing choices, by region, July 2006 Installation preferences Figure 69: I normally install the aftermarket product myself, July 2006 Attitudes and Opinions of Car Owners Introduction Summary Attitudes toward car options Attitudes toward driving style Attitudes toward vehicle appearance and functionality Attitudes toward car options Figure 70: Attitudes toward car options, January-September 2005 Figure 71: Attitudes toward car options, by gender, January-September 2005 Figure 72: Attitudes toward car options, by age, January-September 2005 Figure 73: Attitudes toward car options, by household income, January-September 2005 Figure 74: Attitudes toward car options, by race and Hispanic origin, January-September 2005 Attitudes toward driving style Figure 75: Driving style attitudes, January-September 2005 Figure 76: Driving style attitudes, by gender, January-September 2005 Figure 77: Driving style attitudes, by age, January-September 2005 Figure 78: Driving style attitudes, by household income, January-September 2005 Figure 79: Driving style attitudes, by race and Hispanic origin, January-September 2005 Figure 80: Driving style attitudes, by presence of children, January-September 2005 Attitudes toward vehicle appearance and functionality Figure 81: Attitudes toward vehicle appearance and functionality, January-September 2005 Figure 82: Attitudes toward vehicle appearance and functionality, by gender, January-September 2005 Figure 83: Attitudes toward vehicle appearance and functionality, by age, January-September 2005 Figure 84: Attitudes toward vehicle appearance and functionality, by household income, January-September 2005 Figure 85: Attitudes toward vehicle appearance and functionality, by race and Hispanic origin, January-September 2005

Companies Mentioned

Advance Auto Parts Inc. Affinia Group AutoZone Inc. Bridgestone Corp. CARQUEST Continental AG Cooper Tire & Rubber CSK Auto Inc. Delphi Discount Tire Co. Dupont Car Care Products Federal-Mogul Garmin International Goodyear Honeywell JVC Kenwood Michelin Group Mr. Clean Autodry O’Reilly Automotive Panasonic Pioneer Purolator Sponsorship programs Turtle Wax Wal-Mart