Small and muscle cars moving the body kits market

Jan. 1, 2020
The automotive body kits market has emerged as a constant shape shifter due to radical changes in car design, segmentation over the last decade.

Unlike some of the more traditional product areas in the aftermarket, the automotive body kits market has emerged as a constant shape shifter, particularly due to radical changes in car design and segmentation over the last decade.  

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Most OEMs have reached similar levels of standardization in platform-level components, such as chassis, engines and powertrain, with only incremental improvements being added to cars year over year. These limited changes and differences have an equally limited impact on the aftermarket.

 In this scenario, car design has taken on an important role in brand and product differentiation for OEMs. The late 2000s saw major revisions in vehicle design —the introduction of crossover utility vehicles (CUVs), more aggressive styling and improved aerodynamics across all models.

This design focus at the OE level came as a curveball for the body kits aftermarket. Historically, these market participants have offered a facelift alternative to bland car designs for vehicle owners. As OEMs stepped up their game, body kit suppliers had to rethink their value proposition by offering products that would continue to appeal to the vehicle customization market. Coupled with the recent economic downturn, the body kits market has been on a tricky ride, to say the least. 

However, forward-thinking manufacturers have been quick to grab onto the opportunities in two key growth areas of the body kits market: custom products for small and muscle cars.

The increasing adoption of small cars — basic, compact and subcompact — in North America has led to a significant spike in demand for customization products for this segment. Frost & Sullivan research shows that the small car sales in North America will grow from about 5.9 million units in 2011 to 7.7 million units by 2018, which bodes well for the body kits market. Indeed, current and future opportunities for restyling sales will be driven by the likes of Ford Fiesta, Mazda2, Chevy Sonic and similar cars.

However, owners of small cars, particularly sport compacts and subcompacts, typically belong to the 18 to 35-year-old demographic who cannot spend a fortune on restyling options. As a result, savvy manufacturers have moved toward low-cost, quality body kits to attract this segment. For example, Dawn Enterprises sells its RFX Ground Effect body kit for the Chevy Cruze for less than $350. Similarly, other body kit suppliers would do well by offering products tailored to this cost-conscious market.

The reintroduction of muscle cars —a segment that has historically attracted the custom crowd — in North America has also reignited the demand for aftermarket makeovers. Moreover, their strong sales numbers, even through the recessionary years, have added to the potential of this market for suppliers. In example, Chevy’s Camaro sales have grown from 61,000 units in 2009 to 88,000 units in 2011, with 21,000 units already sold within the first quarter of this year. Similarly, Dodge Challenger sales have more than doubled since 2008, going from 17,000 units to 39,000 units in 2011. Industry research indicates that muscle car buyers tend to be older than the compact-driving demographic and are more likely to spend more money on customizing their rides. For this market, quality and advanced materials, such as urethane and carbon fiber, are vital as those who restyle their cars tend to focus not only on upgrading looks, but also the fuel and aerodynamic efficiencies of their cars. 

For body kits suppliers, a well-diversified portfolio targeted toward these segments will potentially ensure future revenue growth. Furthermore, these manufacturers need to focus on the ease of installation and maintenance for their products to remain competitive, as the do-it-yourself (DIY) segment dominates in the customization market.

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