Conducting market research on vehicle accessories poses difficult problems and as a result there is very little data available on this important area. Because the purchase incidence among the general population is very low for many accessories, the only way to document the accessory market is to interview new vehicle buyers.

As a solution to these problems, IMR has developed data on auto accessory products sold to new vehicle buyers, at the new car/truck dealer level and in the aftermarket.  Since 2000 the New Vehicle Accessorization Study  has gathered extensive data and has established demographics, psychographics, attitudes and penetration rates for over 200 specific car and light truck accessories.

This study provides key insights on:

• Lost opportunities by understanding where consumer demand is highest
• Penetration rates and vehicle accessorization levels
• Consumer and vehicle demographics related to accessory purchases
• Accessory demand and purchasing trends
• Consumer price expectations and their accessorization priorities
• Channel share for accessory purchases
• And other insightful metrics that can help you understand your market better

IMR’s New Vehicle Accessorization study is one of the most in-depth accessory studies available today.  By interviewing 25,000 consumers each year to understand their vehicle accessory purchase habits, this study has the depth of information to get you beyond a general understanding of the accessory market and to the depth of understanding that most companies demand today.