Contents
- Vehicle personalization spending statistics: pickup and SUV spending
- vehicle personalization spending statistics: Vehicle personalization statistics for pickup customization choices and use
- vehicle personalization spending statistics: Vehicle personalization statistics by accessorizer age and behavior
- vehicle personalization spending: Vehicle personalization statistics for new-car buying preferences
- Vehicle personalization spending context and vehicle accessory price trends
- Sources
Vehicle personalization spending statistics: pickup and SUV spending
Pickup and SUV figures show how much vehicle modification contributes to the U.S. accessory-and-performance aftermarket. For 2025, SEMA reported that pickup parts accounted for 30% of aftermarket sales. Pickup owners spent over $15 billion modifying their trucks for off-road, utility, and recreational use, and nearly 13 million pickups were accessorized in the United States. The spending figure covers modifications across those uses; it is not a per-owner average. SEMA’s 2026 market summary
| 2025 measure | Reported figure |
|---|---|
| Pickup parts’ share of accessory-and-performance aftermarket sales | 30% |
| Pickup modification spending | Over $15 billion |
| Pickups accessorized in the United States | Nearly 13 million |
SEMA also reported more than 6 million SUVs modified in 2025. SUV owners spent over $7 billion on parts and accessories to improve vehicle appearance and performance. The CUV and crossover accessory market exceeded $8 billion that year. These are distinct vehicle categories and measures; the figures do not establish how much an individual owner spent or how the spending was divided among products. SEMA’s 2026 market summary
The same SEMA release put combined pickup and SUV modifications at 43% of the $52.92 billion U.S. accessory-and-performance-parts market in 2025. It reported off-road use among 26% of pickup accessorizers and 21% of SUV accessorizers. Those use figures describe reported activity among accessorizers, while the market share and dollar total describe the wider parts market. SEMA’s 2026 market summary
vehicle personalization spending statistics: Vehicle personalization statistics for pickup customization choices and use
A separate SEMA report focused on personally owned late-model and newer midsize and full-size pickups, which may also be used for work. In 2021, pickup owners spent $16 billion on specialty parts. Pickup aftermarket parts represented 31% of specialty-equipment industry sales that year. The $16 billion and 31% figures concern the pickup aftermarket in 2021; they should not be read as a current annual spending estimate. SEMA’s 2022 pickup accessorization report summary
The report described more than 29 million late-model pickups—model year 2010 and newer—on the road at the time of publication, with about half modified. It also reported that 62% of late-model pickup accessorizers bought off-road-focused parts. The public summary does not specify a measurement year for that purchase finding. It said 84% planned additional modifications in the near future; that is a stated plan, not a record of purchases completed. SEMA’s 2022 pickup accessorization report summary
Pickup use and modification purposes in the report span practical and recreational needs. More than 90% of late-model pickup owners used their vehicles for travel or road trips. About 28% of pickup owners considered their trucks true work vehicles and modified them accordingly. Among pickup owners, 38% modified for trailering and hauling, 27% for easier entry and exit, 24% for added storage, and 23% for light off-road use. Another 35% opted to improve their vehicle’s appearance. The public summary does not provide a distinct measurement year for these findings. SEMA’s 2022 pickup accessorization report summary
Taken together, the reported purposes indicate that pickup customization includes utility, access, storage, off-road activity, and appearance. The percentages refer to reported owner groups or purposes as described by SEMA. They are not dollar shares, and the summary does not say that the purpose categories are mutually exclusive. SEMA’s 2022 pickup accessorization report summary
vehicle personalization spending statistics: Vehicle personalization statistics by accessorizer age and behavior
SEMA’s 2024 research summary said that 50% of people modifying cars and trucks were under age 40. Its purchasing and product findings refer to accessorizers and vehicles in 2023. Among accessorizers under 40, 20% of parts purchased were ordered online for in-store pickup. That describes one purchase route, not the overall share of parts bought online. SEMA’s 2024 accessorizer research summary
| 2023 product measure | Accessorizer age group | Reported share |
|---|---|---|
| Vehicles modified with wheel and tire products | 16–29 | 28% |
| Vehicles modified with wheel and tire products | 30–39 | 24% |
| Vehicles modified with lighting products | Under 40 | 19% |
These percentages describe the age of accessorizers associated with vehicles modified using the specified product types. They do not indicate the percentage of each age group that bought those products. The public summary provides no detailed subgroup denominators or sample sizes, so the figures support a description of the reported age mix, not a comparison of purchase rates. SEMA’s 2024 accessorizer research summary
vehicle personalization spending: Vehicle personalization statistics for new-car buying preferences
Blue Yonder surveyed more than 1,000 consumers in each of the United States, the United Kingdom, France, and Germany in September 2024, for more than 4,000 respondents overall. In that survey, 43% said personalization options were important or extremely important in their car purchase decision, and 92% said they were willing to pay extra for personalized features. These are reported attitudes and intentions, not observed purchases or expenditure. Blue Yonder’s 2024 Automotive Personalization Survey infographic
Willingness to pay extra varied by generation: 95% among Millennials, 94% among Gen Z, 90% among Gen X, and 82% among Baby Boomers. The survey also reported differences by country in the share saying personalization was important or extremely important: 52% in the United States, 41% in the United Kingdom, 41% in France, and 36% in Germany. These results reflect respondents in the four surveyed markets in September 2024. Blue Yonder’s 2024 Automotive Personalization Survey infographic
| Personalization option | Respondents who valued it |
|---|---|
| Exterior color choices | 52% |
| Safety and driver-assistance features | 50% |
| Interior material and color options | 48% |
| Customizable technology features | 47% |
| Engine and performance customization | 46% |
The options span visible styling, the cabin, technology, safety, and performance. The infographic reports how respondents valued or selected these choices; it does not report what buyers ultimately configured or spent. Blue Yonder’s 2024 Automotive Personalization Survey infographic
Respondents’ views of manufacturers’ ability to meet personalization requests were mixed: 57% rated that ability good or excellent, 40% rated it average, below average, or poor, and 3% said they did not know. Delivery timing also mattered. A 1–6 month delivery time was acceptable to 85% of respondents, while 80% said they would compromise on personalization for faster delivery. These are survey responses about preferences, not observed delivery outcomes. Blue Yonder’s 2024 Automotive Personalization Survey infographic
Vehicle personalization spending context and vehicle accessory price trends
Broad household spending data offer context for vehicle expenses but do not isolate personalization. The Bureau of Labor Statistics reported average annual transportation spending of $13,318 per U.S. consumer unit in 2024. Within that total, “other vehicle expenses” averaged $4,206 per consumer unit. This is a broad expense category, not a direct measure of customized parts or accessories. BLS Consumer Expenditures in 2024
| BLS household measure | Reported figure |
|---|---|
| Average annual transportation spending per consumer unit, 2024 | $13,318 |
| Average annual “other vehicle expenses” per consumer unit, 2024 | $4,206 |
| Change in average “other vehicle expenses,” 2023–24 | 9.4% |
| “Other vehicle expenses” share of total expenditures, 2023 | 5.0% |
| “Other vehicle expenses” share of total expenditures, 2024 | 5.4% |
The BLS change and expenditure shares describe consumer-unit averages and broad vehicle expenses. They cannot show how much of the category went to personalization. The expenditure figures are nominal U.S. dollars, and the population is all consumer units. BLS Consumer Expenditures in 2024
A separate BLS measure tracks prices rather than spending. In its October 2026 CPI table, the vehicle-accessories-other-than-tires category had a 1.45% unadjusted price-index change over October 2025 to October 2026. The table lists a relative importance of 0.056, with that weighting reference dated September 2026. Relative importance is a CPI weighting measure, and the 1.45% figure is an index change; neither is a dollar amount spent by consumers. BLS CPI Table 7, October 2026
The BLS October 2026 CPI table lists a 1.45% 12-month unadjusted price change for vehicle accessories other than tires. Table 7. Consumer Price Index for All Urban Consumers (CPI-U): U.S. city average, by expenditure category, 12-month analysis table — 2026 M10 Results
Sources
- SEMA Market Research: Off-Road Culture Continues to Drive Consumer Spending
- The “2022 SEMA Pickup Accessorization Report”: Solid Facts and Data Shed Light on a Ruggedly Dependable Market
- SEMA Research: 50% of Vehicle Accessorizers Are Young Enthusiasts
- 2024 Automotive Personalization Survey: Personalization Versus Value — Where Automotive Consumers Are Heading
- Consumer expenditures in 2024
- Table 7. Consumer Price Index for All Urban Consumers (CPI-U): U.S. city average, by expenditure category, 12-month analysis table — 2026 M10 Results