The Specialty Equipment Market Association (SEMA) today released its 2025 Market Report comprehensive analysis of the current trends and growth patterns in the American automotive aftermarket sector. It features information about a transforming automotive landscape marked by evolving technology, aging vehicles, and shifting consumer behavior.
According to the new report, U.S. consumers spent an estimated $52.65 billion modifying and upgrading their vehicles in 2024, a figure that underscores the resilience and cultural staying power of car customization in the United States. This sustained enthusiasm—fueled by everything from utility upgrades on trucks to nostalgic restoration projects—has created fresh opportunities for manufacturers and retailers across the aftermarket spectrum.
“This is more than a snapshot—it’s a roadmap for where the automotive culture is headed,” said Gavin Knapp, Director of Market Research at SEMA.
A Market in Motion: Growth Anchored in Utility and Identity
While growth has cooled from the highs seen during the pandemic-era boom—when homebound consumers redirected time and money into their garages—SEMA forecasts a return to steady, long-term expansion of 4 to 5 percent annually.
One key factor: the nation’s aging vehicle fleet. The average vehicle on American roads now clocks in at 8 years old, the oldest ever recorded, according to S&P Global Mobility. With new vehicle prices at historic highs, many owners are turning to the aftermarket not only to maintain their vehicles, but to enhance them for comfort, style, and performance.
Nearly all major product categories posted moderate gains in 2024, with suspension, exhaust, and engine control systems outpacing the overall market with growth just above 2%. Mobile electronics, however, experienced a slight decline as modern vehicles arrive preloaded with advanced tech, reducing demand for aftermarket upgrades like standalone navigation units and audio systems.
Pickups Remain the Aftermarket Powerhouse
Pickup trucks continue to dominate the aftermarket landscape, accounting for approximately one-third of all aftermarket spending. Their combination of high sales volume, customizable platforms, and loyal owner bases makes them the perennial leaders across nearly all accessory categories.
“If there’s one thing Americans love as much as their trucks, it’s modifying them to make them their own,” Knapp noted. “Whether it’s improving off-road capability or simply personalizing the interior, truck owners are driving innovation and investment.”
Meanwhile, crossover utility vehicles (CUVs) are rapidly gaining ground, propelled by consumer demand for practical, family-oriented vehicles with modifiable features. In contrast, the aftermarket share for traditional sedans, coupes, and even some sports cars continues to erode amid declining production and sales.
Digital Habits Reshape the Aftermarket Sales Landscape
Online commerce has fundamentally changed how consumers buy aftermarket parts. What once required a trip to a specialty shop now happens at the click of a button—with many buyers opting to pick up their purchases in-store. The result: a hybrid retail model that splits consumer dollars evenly between physical and digital outlets.
SEMA research finds that consumers now fully embrace “mixed-mode shopping,” seamlessly blending online research, ordering, and in-store installation in ways that reward retailers capable of offering flexibility and speed.
EV Enthusiasm Tempered, But Performance Sparks Curiosity
Perhaps the most significant recalibration in SEMA’s forecast lies in the electric vehicle (EV) segment. While early projections anticipated that one-third of new vehicles sold by 2035 would be electric, the organization has revised that figure down to 22%, citing lagging consumer adoption and infrastructure concerns.
Still, EV owners—particularly those in the performance and motorsport segments—represent a small but noteworthy frontier. They lead all other vehicle groups in racing gear and protective apparel purchases, hinting at a cultural shift in how EVs are used, even if total parts sales remain just 4% of the overall aftermarket.
“EV modifications remain limited due to mechanical constraints,” Knapp said. “But the desire to race or enhance performance is growing. That interest could evolve into a viable submarket—if the industry is ready to meet it.”
The Rise of the ‘New Classic’: 1980s Nostalgia in the Garage
As generational tastes evolve, so too does the definition of a classic car. Vehicles once relegated to suburban driveways and high school parking lots—the DeLorean, the Chevy C/K, or the original Toyota Supra—are now finding new life among collectors and weekend drivers.
SEMA now defines “classic” as vehicles from model year 1989 and earlier, and notes that this group is increasingly populated by Gen X and older millennials seeking emotional connections to the cars of their youth.
“Collectors gravitate toward vehicles tied to memories—whether it’s a movie icon or the first car they ever wanted,” said Christian Robinson, SEMA’s Senior Director for State Government Affairs. “Today’s new classics reflect a broader cultural embrace of the 1980s and early ’90s. That trend will only accelerate as younger generations start restoring the cars that defined their own coming-of-age stories.”
Methodology and Access
The 2025 Market Report draws from a broad range of inputs, including proprietary SEMA consumer surveys, government data, and interviews with industry experts.
About SEMA
The Specialty Equipment Market Association (SEMA) represents a thriving ecosystem of over 7,000 companies engaged in the design, manufacture, distribution, and retail of automotive specialty parts. From performance upgrades to stylistic overhauls, the association supports the enthusiasts and entrepreneurs who define American car culture. Through its flagship SEMA Show in Las Vegas, educational initiatives, advocacy efforts, and market research, SEMA champions a $337 billion industry that supports 1.3 million U.S. jobs and more than $52 billion in annual sales.