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Vehicle Accessory Purchasing By Generation
by aaaa710
Categories Purchased in L12M
(Source: ACA Research Consumer Auto Tracker)
Aftermarket accessories is a category that performed well through the pandemic, with consumers stuck at home taking advantage of the time to install modifications. Data from the ACA Research Consumer Automotive Tracker shows that this hasn’t changed as we’ve moved beyond the pandemic, with many consumers still choosing to upgrade their vehicle.
We can however see that this is heavily skewed by lifestage, with younger Gen Z consumers the most likely to have purchased products in each of the four categories within the past 12 months. This includes almost half of them purchased car cleaning and care products (which is also the most popular category overall).
Gen Z particularly stand out for interior accessories (such as seat covers, floor mats and sunshades) and in-car technology (e.g. dash cams, GPS, speakers), which can often help them personalise their vehicle at a reasonable price point.
While the volumes are smaller, Gen Z are also the most likely to fit exterior accessories, which may include leisure related options such as towbars and roof racks, as well as performance options such as body kits and exhausts.
