MUSCLE CARS TAKE THE LEAD IN THE HOT ROD MARKET ACCORING TO NEW RESEARCH BY SEMA AND HOTROD & RESTORATION

With the 75th Anniversary of the Ford Deuce right around the corner, Hot Rod & Restoration teamed up with SEMA (Specialty Equipment Market Association), who already had a major survey underway, to gain new insight on the ever-changing marketplace. The new data and results of their research and survey’s are amazing and will help the market continue to grow to the next level.

“Being known as the voice of the hot rod and restoration industry, it’s important for us to stay on the edge of every new trend and always keep our information current,” says Debbie Lewis, President of Hot Rod & Restoration. “Our research has given us valuable insight into the changing market, highlighting that this industry isn’t just your grandpa’s 32’ Deuce anymore, there’s a whole new demographic and it’s providing us with an exciting future outlook.”

Below are the highlights of the survey and research:

Demographics
• 60% of the hot rod and restoration industry are not from the “baby boomer” generation
• According to a survey done with subscribers of 21 different Primedia publications and the age demographics seem to spread across the board, showing people of all ages have an interest in the hot rod and restoration industry

Very Interested in Muscle Cars
Age 16-24 19.7%
Age 25-39 31.8%
Age 40-58 40.0%
Age 59+ 8.8%

Very Interested in Street Rods & Customs
Age 16-24 21.0%
Age 25-39 31.3%
Age 40-58 36.0%
Age 59+ 11.8%

Very Interested in Restored Vehicles
Age 16-24 20.0%
Age 25-39 31.4%
Age 40-58 37.6%
Age 59+ 11.0%


• Of those surveyed, 80% indicated an interest in muscle cars, 70% indicated an interest in street rods and customs and 74% indicated an interest in restored vehicles
• Of those interested in muscle cars, 97.2% were male and 2.8% were female
• Of those interested in street rods and customs 96.8% were male and 3.2% were female
• Of those interested in restored vehicles 96% were male and 4% were female

Industry General Information:
• Hot rod and restoration industry no longer excludes cars pre- 1973 or muscle cars. It is currently driven in large part by the boom in American Muscle cars and vehicles from that era. So much so, that many collector car insurance companies are now beginning to insure vehicle as young as 20 years old (1986)

• The Southwest region of the United States represents the majority of all pre-1973 vehicles on the road because of the mild and dry climate with the most being in California

• Noting that GM is classified as any Buick, Cadillac, Chevrolet, GM, GMC, Oldsmobile, or Pontiac vehicle in this study, there are more GM vehicles registered in the United States then any other make

• When hot rod & restoration businesses were surveyed, 66% have grown or greatly increased in the last 5 years, while 30% have held steady and only 4% experienced a decrease

About Hot Rod & Restoration
Based in Fullerton, California, HOTROD & RESTORATION produces the world's largest hot rod and restoration trade show. The company, also, publishes HOTROD & RESTORATION, a monthly trade magazine dedicated to promoting professionalism and growth in the hot rod and restoration industry. Known as the “Voice to the Hot Rod & Restoration Marketplace”, nobody connects the industry’s volume buyers and key suppliers like Hot Rod & Restoration. For more information log on to www.hotrodshow.com or call 714-680-4592.