PG. 06 JEEP WRANGLER MARKET SEMA JEEP WRANGLER · • Profile target consumers: By looking at...

WH

AT

’S I

NS

IDE

SEMA JEEP WRANGLER ACCESSORIZER REPORT

2017

PG. 06 JEEP WRANGLER MARKET

PG. 20 SHOPPING & RESEARCH

PG. 34 WHO THEY ARE

1SEMA Jeep Wrangler Report

Table of Contents

How Can This Report Help My Business? 2

Key Takeaways 3

Jeep Wrangler Market 6

Modification 12

Shopping & Research 20

What They Do 27

Who They Are 34

Detailed Study Findings 40

Background & Contact Information 84


How Can This Report Help My Business?

Utilizing the information here can help your business:

• Profile target consumers: By looking at accessory purchases, vehicle usage, and interests, you can better understand the buyers that are likely to be your company’s customers. Understanding the needs of these key consumers can help you better serve your customers.

• Expand customer base: Expansion opportunities may exist with customers you haven’t previously targeted. By recognizing the similar needs and interests of Jeep Wrangler consumers, you may be able to tailor existing products and services to new prospects.

• Product development: Vehicle usage, interests/hobbies, and parts purchase patterns can spark ideas for new products, line extensions, feature enhancements and cross-selling opportunities for target consumers.

• Marketing: Purchase and research sites, hobbies/interests, and vehicle usage can be used to refine your marketing strategy and advertising channels.

• Messaging: Consumer needs and benefits, along with interests and hobbies, can point to refined and targeted messaging that will resonate with your customers.

• Assess market potential: Purchase habits and accessorization patterns can help define the market size and overall potential.

This report profiles owners of 1997-2017 (TJ and JK) Jeep Wranglers who have purchased upgraded parts or accessories. Any reference to Wrangler owners, accessorizers or upgraders refers to those that have upgraded their Jeep.• Unless otherwise noted, data presented in the report refers to the percentage of Wrangler accessorizers, not all Wrangler

owners.


Key Takeaways

Who They Are and What They Do

• 62% of TJ and JK Wranglers are modified. That translates to 1.3 million modified vehicles on the road in the U.S.• 52% of accessorizers are true auto enthusiasts, a higher share than accessorizers in other categories.• 54% of accessorizers take their Jeep off-roading

• The outdoor lifestyle resonates with many Jeep accessorizers, and can be used to help sell them your products.• 60% of accessorizers regularly go hiking, climbing, etc.• 71% take their Jeep to a camp site or trailhead• 63% own at least one piece of powersports equipment (ATV, RV, boat, etc.)

• Wrangler accessorizers are often auto enthusiasts often look to install parts themselves.• 52% modify because they like to wrench, want to maximize driving performance, or want their vehicle to

stand out• 62% can handle moderate to complex installs themselves

• Think beyond the stereotype. Not everyone is hardcore, though many the same product attributes may appeal to the more casual accessorizer.

• Nearly half of accessorizers never take their Jeep off-road• But, a significant number of non-off-roaders still do outdoor activities

• Note that most modified Wranglers are also used as a daily driver.• 86% of accessorizers frequently use their Jeep for commuting, daily errands, etc.

Modification Behavior

• Appearance and functional modifications are much more common than engine upgrades – Specifically, exterior, interior, and wheels/tires.

• Off-roaders are more likely to buy wheels/tires, lighting, suspension, and intake products• Many upgrades are installed DIY

• Many Jeep accessorizers buy products to make their vehicle “off-road ready.” • 36% have bought off-road/plus size tires• 25% have purchased lift kits themselves; 67% of all modified Wranglers are lifted• 25% have bought side steps/rock sliders/etc.

• Most accessorizers prefer to upgrade their Jeep in stages. Rather than big builds, most focus on addressing specific needs at each stage of a project.

• 87% prefer to upgrade one part at a time on their Jeep


Key Takeaways (cont.)


Key Takeaways (cont.)

Shopping and Research

• The majority of Jeep Accessorizers are making purchases both online and in-person• In researching a project, the most useful resources are found online – search engines, online product

reviews, parts manufacturer websites and online videos. • Most accessorizers also find consulting with professionals to be useful

• For best results, products should be available both in-store and online.• 69% of accessorizers buy products from both online and brick-and-mortar retail channels• Auto retailer websites and Jeep/Off-Road shops have the largest share of purchases

• Jeep accessorizers look for information in a lot of places• Over 80% of accessorizers find online product reviews and manufacturer websites useful• Likewise, around 80% find their personal network or consulting professionals useful• 75% find looking at products in-store helpful

• Accessorizers may also look for the nearest store location while researching or shopping on-line• 35% frequently research parts on the web, then buy in person

MARKETRESEARCH

Jeep Wrangler Marketmodified Jeeps on the road1.3M

“It’s a fun vehicle to drive. Awesome to have the option to go off-road or on-road, as well as taking the top on or off, or having the windows rolled up on the soft top.”

Million on the Road2.1

Are Modified62%

Million Modified1.3

The TJ/JK (’97-’17) Wrangler Market

Market At a Glance

Total RegisteredTJ 2D JK 4D JK

693K 440K 1MM

% ModifiedTJ 2D JK 4D JK

62% 63% 62%

# ModifiedTJ 2D JK 4D JK

432K 279K 622K


Count of total registered TJ and JK Wranglers is based on Experian Auto Counts estimates based on U.S. vehicle registrations as of 6/30/17.

21%

69%

West

20%

54%

Midwest

18%

55%

Northeast

40%

65%

South

Jeep owners in the West and South are more likely to accessorize their Jeeps.


Distribution of TJ/JK Jeeps

(460K)

(439K)

(384K)

(860K)

Count of total registered TJ and JK Wranglers is based on Experian Auto Counts estimates based on U.S. vehicle registrations as of 6/30/17.

(317K)

(559K)

(237K)

(211K)

Most Commonly Purchased Parts


Accessorizer Profile: TJ

54% take their Jeep off-road

62% accessorize their Jeep

AutoEnthusiasts54%

parts installed by owner76%

spent $5K+ on upgrades18%

Parts Purchase Channels

8%

15%

77%

In-person only

Online only

Online + In-person

are nder 3034%

Most Useful Parts Research/Info Sources

79%

80%

83%

Part manufacturer websites

Online product reviews

Search engines

30%

17%

14%

45%

67%

85%

Drive to a campsite or trailhead

Take shorter pleasure drive

Daily driver

% Rarely % Frequently

What They Do w/Their Jeep

6%

8%

88%

Received

Leased

Purchased

How Jeep Obtained

New – 21%Used – 67%

56% 45% 42% 36% 36% 34%Floor mats/

linersPolish/wax

and cleaning products

Tires –off-road/plus-sized

Engine/injector cleaner and

additives

Full soft top Performance motor oil

See page 85 (Buyer Types) for more information on auto enthusiasts



Accessorizer Profile: 2 door JK



AutoEnthusiasts53%




13%

28%

59%

In-person only

Online only

Online + In-person

are under 3028%81%

85%

86%

Talking to others in person network


Search engines

24%

12%

14%

44%

69%

84%



Daily driver



2%

3%

95%

Received

Leased

Purchased

How Jeep Obtained

New – 65%Used – 30%

41% 33% 31% 30% 27% 25%Floor mats/

linersTires –

off-road/plus-sized

Side steps/rock sliders/

nerf bars

Polish/wax and cleaning

products

Engine/injector cleaner and

additives

Head lights/tail lights





Accessorizer Profile: 4 door JK



AutoEnthusiasts51%




9%

23%

68%

In-person only

Online only

Online + In-person

are under 3030%86%86%

89%90%

Online videosOnline product reviews

Search enginesOnline product reviews

24%

11%

13%

46%

69%

87%



Use Jeep as a daily driver



0%

9%

91%

Gifted

Leased

Purchased

Jeep Acquisition

New – 66%Used – 25%

46% 37% 34% 33% 30% 30%Floor mats/

linersPolish/wax

and cleaning products

Head lights/tail lights

Tires –off-road/plus-sized

Grab bars/handles

Performance motor oil



MARKETRESEARCH

Modificationpurchase their first accessory within three months of acquiring their Jeep68%

“I love my Jeep. I enjoy customizing it and making it my unique vehicle. I can go anywhere with my car.”

TJ JK 2 Door

JK 4 Door

Hard 31% 51% 75%

Soft 54% 36% 17%

Partial 6% 8% 6%

No top 9% 6% 3%

4” is the most common lift size.

Off-Roaders are much more likely to run a lift.

67% 64%

Top Most Often on Jeep…

TJ JK 2 Door

JK 4 Door

Auto 46% 59% 79%

Manual 54% 41% 21%

13

Change parts around for specific activities.

Most commonly, this includes the removal or addition of top and door, and changing wheels/tires. Off-Roaders are most likely to exhibit this behavior.

40% Just change the top due to weather.33%

SEMA Jeep Wrangler Report

Jeep Configuration

Have an automatic transmission.Have their Jeep lifted.

“[I drive a Jeep] because it is my baby and it goes everywhere with me. Usually topless and out in the sun. It is a blast to drive and actually carries my kayaks, fishing and camping gear along with husband, kids and dog. Sure it is a tight fit but you can't help but love the silly thing.”

14%

17%

24%

25%

26%

34%

40%

42%

48%

50%

61%

61%

65%

Engine

Drivetrain

Intake/Fuel/Exhaust

Safety Products

Towing & Storage

Mobile Electronics

Suspension/Braking/Steering

Tops

Lighting

Chemicals & Cleaning Products

Wheels/Tires

Interior

Exterior

% of Accessorizers Purchasing Parts/Accessories by Category

71%of All Purchased Parts are Installed by Jeep Owners

Jeep Accessorizers tend to start modifying shortly after acquiring the vehicle, and tend to make changes piecemeal rather than in batches. Off-roaders are more likely to add parts that make it easier to handle trails and difficult terrain.

68%purchase their first accessory within three months of acquiring their Jeep

87%indicate they are more likely to change one part at a time (vs. all mods at once)

SEMA Jeep Wrangler Report 14

Parts Purchased and Installed

= Off-Roaders are more likely to report purchasing this category

5%

2%

10%

7%

15%

24%

19%

17%

$15,001+

$10,001 to $15,000

$7,001 to $10,000

$5,001 to $7,000

$3,001 to $5,000

$1,501 to $3,000

$501 to $1,500

<$500

25%Have spent more than $5,000 on their Jeeps

Off-Roaders spend more; 33% of off-roaders report spending over $5K, compared to only 13% among those who don’t go off-road.

There is a lot of diversity in how much Accessorizers are spending on their Jeeps; a quarter report spending in excess of $5,000. The biggest spenders are Off-Roaders. The more hardcore their wheeling habits, the more they have spent on their Jeeps.


Spend

Spend on Accessories and Mods

Exterior 65%Decals/graphics/emblems 28%Side steps/rock sliders 25%Body protection 23%Front bumper 22%Head/tail light guards 19%Window tinting 14%Exterior mirrors 14%Rear bumper 13%Fender flares 13%Grille 12%Door replacement 9%Window shades/vents 8%Grille/brush guard 8%Underbody protection 8%Hood 4%Tire cover 1%

Most popular products (purchased by 25%+ of Accessorizers) across these categories are highlighted in red font. Percentages are of Jeep Accessorizers.

16

Specific Products Purchased

Interior 61%Floor mats/liners 48%Grab bars/handles 25%Seat covers 23%Seats/upholstery 7%Dash kits/covers 7%Pedals/pedal covers 5%Step shield 4%A/C 4%Gauges 4%Seat belts/harnesses 4%Interior mirrors 3%Steering wheel 1%

Wheels/Tires 61%Off-road/plus-sized tires 36%

Alloy wheels 16%

Perf. road tires 13%

Snow/winter tires 11%

Wheel spacers 5%

Steel wheels 5%

Beadlock conversion kit 4%

Wheel covers/hubcaps 3%

C. fiber/composite wheels 2%

Regardless of whether they actually go off-road, Jeep accessorizers buy parts that make the vehicle become (or at least appear) off-road ready.


Lighting 48%Head/tail lights 28%Exterior lighting add-on 21%Light bars 17%Interior lights 8%

17


Tops 42%Full soft top 23%Hard top 11%Bimini soft top 8%Bikini soft top 7%Mesh top 7%

40%Lift kits 25%Shocks 17%Perf. brake kits 12%Coil springs 8%Sway bar 7%Control/ trailing arms 7%Steering column 3%Leaf springs 2%Air suspension 2%

Chem. & Cleaning 50%Polish/wax/cleaners 38%Engine/injector cleaner, treatments, additives

30%

Synthetic engine oil 30%Spray-on/ touch-up paint 13%Synthetic gear oil 11%

Suspension, Brakes & Steering


Changes to suspension and lighting may often also be aimed at making the Jeep into an off-road-capable vehicle.




Tow and Storage 26%Trailer hitch 13%Hitch cargo carrier 8%Tow bar 5%Roof rack/ carrier 4%Cargo liner/mat 4%Toolbox 4%Cargo covers/ nets 3%Jerry can holder/tray 2%Trailer brake controller 2%

Safety Products 25%Winch 15%Fire Extinguisher 14%Off-road jack 12%Roll cage kit 5%

Mobile Electronics34%Speakers/subs 17%In-dash system 16%GPS navigation system 11%Amplifier 9%Alarm 7%Backup camera 5%Remote start 5%Dashboard camera 2%Custom horn 1%CB radio 1%


Accessorizers want their Jeeps to sound nice; a third report purchasing mobile electronics that primarily improve the interior audio quality of their vehicles.

Intake/Fuel/Exhst.24%Intake – perf. air filter replacement

12%

Intake – cold air intake 12% Exhaust kit/headers/tips 10% Fuel system – injectors/ regulator/pump/rails

5%

Intake manifold 3% Forced induction 3% Snorkel/kit 2% Catalytic converter 2% Fuel tank/cell 2%



Drivetrain 17%Axles 7% U-joints 6% Clutches/clutch plate/flywheel

5%

Ltd. slip/locking diff. 5% Transmission – upgrade 5% Shifter knob/handle 4% Sensors 4% Transmission cooler 3% Transfer case upgrade 3% Torque converters 3% Slip yoke eliminator kit 2%

Engine 14%Battery – perf./heavy duty 8% Engine dress-up products 6% Ignition controllers/ coils/plug wires/plugs

5%

Perf. water pump 4% Engine management 4% Radiator/fan 4% Cylinder heads 4% Oil pan/pump 4% Alternator 3% Gaskets 3% Pistons/rods/rings/crank 3% Camshaft/valvetrain 2% Engine swap 2% Starter motor/solenoid 2%


Under-the-hood upgrades are less common than exterior or handling mods. They are most often purchased by hardcore off-roaders, who may be looking to improve durability and performance on rough terrain.

MARKETRESEARCH

Shopping & Researchof accessorizers buy both in-store and online69%

“I have driven Jeeps for many years and have always loved them. They are great for the activities I participate in. It's also very versatile and has many options for upgrading.”

73%

54%

14%

34%

49%

73%

31%

53%

68%

85%

70%

91%

93%

87%

75%

Distribution of Purchases by Channel


Purchase Channels

Of all Jeep parts purchased, 61% of the purchases are made online. However, the majority (69%) of Jeep owners buy parts both online and in-person. The array of products for available for the Jeep lend themselves to DIY installations.

1%

2%

2%

2%

3%

3%

4%

9%

14%

6%

6%

7%

10%

11%

21%

Auto Show/Event

Direct from Manufacturer

Tire Dealership

Vehicle Dealership

Custom Fabricator

General Retail Chain Store

Independent Specialty Retailer

Auto Parts Chain Store

Jeep or Off-Road Shop

General Retail Chain Website

Direct from Manufacturer

Online Auction Site

Online General Retailer

Online Automotive Retailer

Auto Parts Chain Website

Onl

ine

In-P

erso

n

% DIY Install by Channel


Purchase Channel & InstallationLighting, chemicals and interior products are most commonly purchased online; wheels and tires are much less likely to be purchased online relative to other product categories.

Jeep Accessorizers show the greatest comfort in personally installing interior products, chemicals, and tops.

65%61% 61%

50% 48%42% 40%

64%68%

32%

69% 70%

59%52%

75%

89%

65%

86%

78%84%

55%

Exterior Interior Wheels/Tires Chemicals &Cleaning Products

Lighting Tops Suspension/Brakes/Steering

% Accessorizers Purchasing % Parts Purchased Online % Parts Installed DIY


Purchase Channel & InstallationTowing & Storage and Safety Products are frequently installed without professional help. DIY installs of under-the-hood products are most likely going to be simpler parts like intakes, filters, batteries, etc.

34%

26% 25% 24%

17%14%

58% 58%52%

60% 58%61%

58%

83%

73%67% 65%

59%

Mobile Electronics Towing & Storage Safety Products Intake/Fuel/Exhaust Drivetrain Engine

% Accessorizers Purchasing % Parts Purchased Online % Parts Installed DIY

Purchasing Habits


Online vs. Brick & MortarThe majority of Jeep Accessorizers are purchasing both online and in-person, while just one in ten Wrangler accessorizers shop in-person only.

Just as many Jeep Accessorizers shop online and complete the purchase in-store as those who shop in-store and complete the purchase online. 35%

frequently shop in-store, but purchase online

35%frequently shop

online, but purchase in-store

How do these shoppers differ?

Online only21%

In-person only10%Both

online and in-person

69%

Both online +

in-personOnline

onlyIn-person

only

Enthusiast 52% 60% 41%

Wrench monthly or more often 54% 42% 36%

<30 y/o 27% 43% 31%

Spend $3K+ on parts 45% 26% 31%

Upgraded Jeep in first 3 mos. 70% 68% 52%

Take Jeep off-road 62% 40% 42%


86%

86%

82%

81%

81%

79%

77%

75%

75%

75%

67%

66%

64%

59%

55%

55%

46%

Research Sources


Research Sources and Their Usefulness

Accessorizers use a range of sources in researching new parts and ideas for their Jeeps. However, the most useful resources are online – search engines, product reviews, part manufacturer sites and online videos.

Visting auto dealerships

Attending auto show/events

Social media

Auto manufacturer websites

Watching TV/movies or reading printed materials

Auto magazine websites

Visiting auto customization shops

Looking at products in retail stores/shop

Automotive retailer websites

Auto enthusiast or specialty websites

Online marketplaces and general retailers

Consulting with professionals

Talking to people in personal network

Online videos

Parts manufacturer websites


Search engines

Somewhat Useful Very Useful

While this audience regularly uses social media, this is not seen as a “very” useful resource for researching new parts and ideas.

77% 40% 27%

= Off-Roaders find resource more useful

% Useful

Social Channels% regularly use

Traditional Channels% regularly use

55%

Live TV Trad. Radio

44%

Streamed TV

38%


Motivation and Future PlansAccessorizers are primarily motivated by improving the reliability and appearance of their Jeep in general. Off-Roaders are more motivated by improving handling, off-road capabilities, engine performance and ability to tow/haul.

31%

31%

36%

44%

45%

49%

50%

51%

64%

64%

The way it sounds

Ability to tow/haul

Audio quality

Vehicle safety

Comfort

Engine performance

Off-road capabilities

Handling

Looks

Improve reliability

Strong Motivations for Upgrades

= Off-Roaders find more motivating

Lift kit

Next Planned Upgrade?(most common mentions)

10%

Tires

8%

Paint

5%

MARKETRESEARCH

What They Dodrive their Jeep to a campsite or trailhead 71%

“The best on- or off-road vehicle ever made: strong, sturdy, and reliable, gets me to work and makes me love the trails I take her on. Life is more beautiful and bearable in my Jeep. I wouldn't trust any other vehicle in the snow or mud or slick surfaces.”

General Activities

Jeep Accessorizers are an outdoor bunch. They frequently travel, do outdoor activities, go camping, fishing, hunting, etc. Off-Roaders specifically are even more active; they are more likely to report participating in outdoor recreation activities, camping, fishing, and attending car shows.

12%16%

28%43%

24%41%

48%52%

9%25%

30%30%

47%55%

60%63%

Attending car club meetsAttending racing events

Attending car showAttending live sports

Watching racing at homeGardening

Play video gamesWatching live sports at home

RV'ingBoating/sailing/jet skiing

Participate in sportsHuntingFishing

CampingOutdoor recreation

Travel

Get O

utAr

ound

the

Hous

eAt

tend

ing

28

= Off-Roaders are more likely to report participating in this activity


General Activities

Carry gardening/landscaping materials

Work vehicle

Multi-day pleasure drive

Shorter pleasure drive

Daily driver

Rarely Frequently


Using the Jeep for ActivitiesMost accessorized Jeeps are used as a daily driver and for short pleasure drives. Many accessorizers also take their Jeep on camping or hiking trips.

Gene

ral U

se

Tailgating a live racing event

Car club meet

Display Jeep at car show

Tailgating a live sports

Go hunting

Tow outdoor recreation items ontrailer

Carry outdoor recreation items

Go fishing

Drive to camp site or trail head

Frequency of Using Jeep to…

Gett

ing

Out

door

sSp

ecia

l Eve

nts

99%

81%

59%

57%

36%

% Do 71%

46%

42%

35%

29%

36%

14%

12%

12%

% Do

Tow Jeep behind RV to use as a secondary vehicle

Tow Jeep on trailer to go off-roading

Tow Jeep to use as a secondary vehicle

Tow jet skis

Tow ATV, UTV or other powersports equipmenton a trailer

Tow motorboat or sailboat

Tow motorcycle/dirt bike on a trailer

Tow camper/travel trailer

Rarely Frequently


Towing and Getting TowedJeeps are often used to tow toys, most commonly, a camper/travel trailer. Additionally, Jeeps are towed behind other rigs, either to be used as a second vehicle or to go off-roading.

Tow

ing

Toys

Gett

ing

Tow

ed

Frequency of Towing Behavior

30%

15%

13%

10%

9%

25%

20%

5%

% Do

Jeep accessorizers in the West and South regions are much more likely to take their Jeeps off-road.

77%

West

45%

Midwest

36%

Northeast

56%

South


Off-Roading Incidence


Off-Roader Profile

Go Off-Road55%

Do Not Go Off-Road

45%

Off-Roading

Off-Road Prowess15% Hardcore (boulders, rock crawling) 21% Moderate (mud, ruts, steep inclines and declines)19% Light (dirt, gravel)

Modification Behavior

Off-Roaders Non Off-Roaders

Spend >$5,000on parts

33% 12%

% of parts installed DIY

73% 66%

Person and Vehicle Profile

Off-Roaders Non Off-Roaders

% Enthusiasts59% 44%

% lifted76% 54%

% alter Jeep for specific activities

49% 29%

% have toys

73% 50%

Off-Road Lifestyle

Off-Roaders are more active, both in general and specific to their vehicles. They are more likely to take part in outdoor recreation activities like hiking, camping, fishing, etc., and many will often bring their Jeep along.

Participate in off-road racing

Off-road on difficult trails

Off-road on moderate trails

Off-road on mild trails

Rarely Frequently


Off-Roading the JeepOff-roaders are more likely to have a lifted Jeep. While difficult trails like rock crawling or boulders are less commonly-driven, a good number of Jeep accessorizers hit at least one of the three trail types.

Off-

Road

ing

Frequency of Using Jeep to…

55%

54%

40%

3%

% Do

Not lifted 24% 46%1 inch 3% 3%2 inches 20% 12%3 inches 17% 12%4 inches 20% 19%5 inches 6% 4%6+ inches 11% 3%

Lift SizeOff-

RoadersNon Off-Roaders

MARKETRESEARCH

Who They Areof TJ and JK owners accessorize their Jeeps62%

“I have wanted a Jeep forever. It is fun to drive and I love to take the top off on a sunny day, with a pair of sunglasses and a cap…that's life.”

6%

32%

34%

20%

8%

Prefer not to work on my vehicles

Light upgrades, maintenance, repair(top off fluids, install seat covers, etc.)

Moderate upgrades(install bumpers, sliders, etc.)

Complex upgrades(lift kits, supercharger, etc.)

Can do it all(engine rebuilds to custom fab)

10%

22%

26%

16%

17%

9%

9%

15%

24%

15%

16%

21%

Handyman

DIFM

Commuter

In-Crowd

Builder

Driver

Jeep Accessorizers All AccessorizersBuyer Types

52%Enthusiasts

48%Non-Enthusiasts

35

Jeep Accessorizers are more likely to be Enthusiaststhan accessorizers in other vehicle segments. The unusually high share of drivers is likely driven by the off-road community.

Mechanical Ability

50%Wrench on their Jeep monthly

or more often overall; 11% wrench weekly


Attitudinal Profile of Jeep Accessorizers

42%

Jeep

All

Jeep

All 58%

76% wrench monthly or more23% weekly



See page 85 (Buyer Types) for more information on the different buyer types listed here.


Enthusiasts vs. Non-Enthusiasts

Enthusiasts52%

Non-Enthusiasts

48%

Behavior

Enthusiasts Non-Enthusiasts

Spend >$5,000on parts

26% 23%

% of parts installed DIY

77% 62%

Most Commonly Purchased PartsEnthusiasts Non-Enthusiasts

% go off-road

62% 48%

50% Floor mats 46%44% Tires – Off-road/plus-sized 27%41% Polish/wax and cleaning products 35%32% Head lights/tail lights 25%32% Lift kits 18%

There appears to be a fair amount of crossover between Enthusiasts and Off-Roaders. Not only are Enthusiasts more likely to spend more and install their own parts, but they are also more likely to purchase parts to increase their Jeep’s off-road prowess.

See page 85 (Buyer Types) for more information on auto enthusiasts and non-enthusiasts

Off-

High

way

On-

Road

4%4%

7%8%8%

12%21%

14%

10%20%

9%13%14%

22%

SnowmobileDune Buggy

Golf CartUTV

Go KartOff-Road Motorcycle

ATV/Quad

On-Road Motorcycle

Jet SkiBoat

RV/MotorhomeCamper

Rec. TrailerUtility Trailer

Other Equipment

3%

4%

4%

4%

6%

2%

12%

SUV

CUV

Sport Car

Mid Range Car

Pickup

Another TJ or JK

Another Jeep (not TJ or JK)


Other Vehicles and Gear OwnedRoughly a third of Jeep Accessorizers have other vehicles, most commonly another Jeep (not a TJ or JK) or a pickup truck. This audience also has plenty of powersports and towed equipment such as ATVs, boats, motorcycles, campers etc.

Other Vehicles

35%Have another vehicle in

their household of which they are a primary driver

63% Own at least one of the below

Tow

ing/

RVM

arin

e

32%68%

21%

48%

31%

50+

30-49

<30

9%

21%

20%

22%

18%

4%

$150K+

$100K-$149K

$75K-$99K

$50K-$74K

$25K-$49K

<$25K

Age Household IncomeGender

Compared to other research statistics, Jeep Accessorizers audience are slightly younger, with a higher household income. Nonetheless, these Accessorizers come from a diverse range of living situations and are spread throughout the U.S.

3%

6%

12%

41%

67%

14%

Others

Roommates

Parents

Kids

Spouse/partner

Alone

Live With…

Parents – 41%Couples w/o Kids – 36%

Singles – 23%


Demographic Profile of Jeep Accessorizers

17%

34%

30%

20%

More than 20K

10K to 20K

5K to 10K

5K or less

TJ JK 2 Door

JK 4 Door

Purchased New 21% 62% 66%

Purchased Used 67% 33% 25%

How They Got The Jeep

Length of Ownership

Jeep accessorizers are a passionate group. While they have a variety of reasons for picking the Wrangler, they often value it for being fun to drive and for its off-road capability.

Most Jeeps are purchased, not leased.The majority of JK modders have owned their rigs for 1 to 3 years, while the majority of TJ accessorizers have had theirs for longer; 33% have had it for 10+ years.

2%

7%

91%

Received

Leased

Purchased

TJ JK 2 Door

JK 4 Door

<1 Year 6% 15% 16%

1-3 Years 37% 60% 60%

4+ Years 57% 25% 24%


Jeep Ownership

Why Do You Drive A Jeep?(select examples of open-ended responses)

Annual Mileage

“It is a vehicle made for adventure. It can go anywhere I want it to, and it is small enough to fit anywhere. It matches the adventurous lifestyle I want.”

“The Jeep gets me where I want to go, and it is a fun vehicle to drive. I can see better than in a car, and the Jeep parks better than a truck. It is a Jeep thing…you wouldn’t

understand.”

“I really love the safety features of a Jeep. I feel protected. I also enjoy the way it drives and love the look.”

MARKETRESEARCH

Detailed Study Findings

MARKETRESEARCH

Detailed Study Findings:Modification


Jeep Purchase Method

Purchase Method Total TJ JK 2 Door JK 4 Door Off-Roaders Non Off-Roaders

Purchased new 52% 21% 62% 66% 51% 52%

Purchased used 39% 67% 33% 25% 39% 39%

Leased new 5% 2% 2% 9% 5% 5%

Received as gift 2% 6% 1% 0% 2% 2%

Leased used 2% 4% 1% 1% 2% 1%

Inherited <1% 0% 1% 0% 0% <1%

Percentages are among TJ and JK Wrangler accessorizers


Length of Jeep Ownership

Time Owned Total TJ JK 2 Door JK 4 Door Off-Roaders Non Off-Roaders

Less than a year 13% 6% 15% 16% 12% 13%

1-2 years 27% 14% 33% 34% 26% 29%

2-3 years 25% 23% 27% 27% 28% 23%

4-5 years 10% 8% 9% 11% 13% 6%

5-9 years 14% 15% 14% 13% 12% 16%

10+ years 11% 33% 2% 0% 10% 13%



Transmission and Top Type

Transmission Total TJ JK 2 Door JK 4 Door Off-Roaders Non Off-Roaders

Automatic 64% 46% 59% 79% 61% 67%

Manual 36% 54% 41% 21% 39% 33%

Top Type on Vehicle Most Often Total TJ JK 2 Door JK 4 Door Off-Roaders Non Off-

Roaders

Hard top 56% 31% 51% 75% 52% 60%

Soft top 33% 54% 36% 17% 30% 36%

Partial top (bikini, mesh, etc.) 6% 6% 8% 6% 9% 3%

No top 5% 9% 6% 3% 8% 2%



Lift

Lift Inches Total TJ JK 2 Door JK 4 Door Off-Roaders Non Off-Roaders

None, my Jeep is not lifted 33% 35% 35% 32% 24% 46%

1 inch 3% 3% 1% 3% 3% 3%

2 inches 17% 19% 15% 16% 20% 12%

3 inches 15% 14% 15% 14% 17% 12%

4 inches 20% 20% 21% 19% 20% 19%

5 inches 5% 4% 5% 6% 6% 4%

6 inches 6% 4% 7% 7% 8% 3%

More than 6 inches 2% 2% 1% 2% 3% 0%



Situational Vehicle Changes

Part Swapping Total TJ JK 2 Door JK 4 Door Off-Roaders Non Off-Roaders

Yes, for specific situations/activities 40% 33% 41% 43% 49% 29%

Weather only 33% 35% 31% 33% 33% 34%

No part swapping 27% 32% 27% 23% 19% 37%



Upgrade & Accessory Purchases Categories

Product Categories Total TJ JK 2 Door JK 4 Door Off-Roaders

Non Off-Roaders

Exterior (e.g., decals, body protection, bumpers, flares, steps/sliders, etc.) 65% 60% 68% 67% 69% 60%

Interior (e.g., floor mats, gauges, seats, etc.) 61% 64% 51% 63% 63% 58%

Wheels/Tires (e.g., beadlock kits, wheels, tires, spacers, etc.) 61% 74% 51% 55% 74% 44%

Chemicals & Cleaning Products (e.g., injector cleaners, performance oils, polish, etc.) 50% 58% 47% 47% 57% 42%

Lighting (e.g., headlights, taillights, light bars, etc.) 48% 48% 40% 51% 60% 32%

Tops (e.g., hard top, soft top, bikini top, etc.) 42% 48% 36% 41% 43% 42%

Suspension/Brakes/Steering (e.g., lift kits, shocks, sway bars, etc.) 40% 49% 30% 39% 54% 23%

Mobile Electronics (e.g., alarm, in-dash stereo, amplifier, subwoofer, etc.) 34% 41% 25% 33% 38% 29%

Towing & Storage (e.g., roof rack, hitch mounted carrier, tool box, etc.) 26% 26% 24% 28% 33% 18%

Safety Products (e.g., fire extinguisher, roll cage, winch, etc.) 25% 24% 22% 26% 33% 15%

Intake/Fuel/Exhaust (e.g., cold air intake, exhaust, intake manifold, turbo, etc.) 24% 26% 22% 24% 36% 9%

Drivetrain (e.g., axles, differential, transmission, u-joints, etc.) 17% 19% 14% 18% 22% 12%

Engine (e.g., engine dress-up, camshaft, heads, ignition, etc.) 14% 11% 10% 18% 16% 12%


Exterior Products Total TJ JK 2 Door JK 4 Door Off-Roaders

Non Off-Roaders

Body decals/graphics/emblems 28% 27% 22% 31% 33% 21%Side steps, rock sliders/rails, nerf bars 25% 23% 31% 23% 26% 23%Body protection (e.g., corner guards, body skins, bug/stone deflector) 23% 21% 20% 26% 30% 15%

Front bumper (e.g., tow-point-equipped, stubby, tube) 22% 26% 19% 21% 27% 17%

Head/taillight guards 19% 11% 19% 24% 24% 13%Window tinting/lamination 14% 5% 19% 19% 18% 10%Exterior mirrors (e.g., chrome, doorless/adventure, quick-release) 14% 14% 12% 14% 17% 10%

Rear bumper (e.g., hitch-equipped, stubby, tube) 13% 18% 12% 11% 19% 7%

Fender flares 13% 14% 12% 11% 16% 9%Grille (e.g., chrome, billet aluminum, stylized) 12% 8% 14% 14% 14% 9%Door replacement (e.g., mesh trail doors, barricades) 9% 8% 9% 10% 10% 8%

Window shades/vents 8% 9% 8% 8% 10% 6%Grille guard or brush guard 8% 7% 10% 9% 9% 7%Underbody protection (e.g., skid plates, differential cover) 8% 6% 8% 10% 12% 3%

Hood (e.g., stylized, vented, carbon fiber, fiberglass) 4% 1% 4% 6% 6% 1%

Tire cover/carrier 1% 2% 2% 0% 0% 2%Gas cap/cover/lock <1% 0% 1% 0% 0% 1%Other exterior products or accessories 1% 2% 1% 1% 1% 1%Did not make this purchase 35% 40% 32% 33% 31% 40%


Exterior Product Purchases


Interior Products Total TJ JK 2 Door JK 4 Door Off-Roaders

Non Off-Roaders

Floor mats/liners (e.g., all-weather, stylized) 48% 56% 41% 46% 52% 44%

Grab bars/handles 25% 22% 18% 30% 28% 21%

Seat covers (e.g., patterned, water-resistant) 23% 28% 20% 21% 22% 24%

Seats/upholstery 7% 8% 9% 6% 8% 6%

Dash kits, dash covers 7% 5% 6% 8% 8% 5%

Pedals, pedal covers 5% 4% 3% 6% 6% 3%

Step shield 4% 5% 4% 3% 4% 4%

Air conditioning system (retrofit) 4% 3% 2% 5% 3% 4%Gauges (e.g., stylized, pillar mounted, clinometer) 4% 5% 3% 3% 5% 2%

Seat belts/harnesses/restraints 4% 5% 1% 4% 4% 3%

Interior mirrors (e.g., auto-dimming, stylized) 3% 2% 2% 4% 4% 2%

Steering wheel 1% 2% 0% 2% 2% 1%

Phone mount <1% 0% 1% 1% 1% 0%

Other interior products 1% 1% 0% 1% 0% 2%

Did not make this purchase 39% 36% 49% 37% 37% 42%


Interior Product Purchases


Wheels/Tires Products Total TJ JK 2 Door JK 4 Door Off-Roaders

Non Off-Roaders

Tires - off-road/plus-sized 36% 42% 33% 33% 51% 18%

Alloy wheels 16% 23% 10% 13% 20% 11%

Tires - performance road tires 13% 16% 13% 11% 14% 12%

Tires - snow/winter tires 11% 15% 7% 10% 12% 10%

Wheel spacers 5% 5% 4% 6% 9% 1%

Steel wheels 5% 5% 2% 5% 7% 2%

Beadlock conversion kit 4% 4% 3% 4% 6% 1%

Wheel covers/hubcaps 3% 3% 4% 3% 4% 2%

Carbon fiber or composite wheels 2% 2% 2% 2% 1% 2%

Locks <1% 2% 0% 0% 1% 0%

Other wheels & tires 1% 1% 1% 1% 2% <1%



Wheels/Tires Product Purchases



Chemicals & Cleaning Product Purchases

Chemicals & Cleaning Products Total TJ JK 2 Door JK 4 Door Off-Roaders

Non Off-Roaders

Polish/wax and cleaning products 38% 45% 30% 37% 47% 27%

Engine/injector cleaner, treatments, and fuel additives 30% 36% 27% 27% 34% 26%

Performance/synthetic motor oil 30% 34% 23% 30% 38% 20%

Spray-on/touch-up paint (off-the-shelf) 13% 16% 10% 13% 16% 10%

Performance/synthetic gear oil 11% 14% 7% 11% 14% 8%



Lighting Products Total TJ JK 2 Door JK 4 Door Off-Roaders

Non Off-Roaders

Headlights, taillights 28% 23% 25% 34% 35% 20%Exterior lighting add-on (e.g., underbody, auxiliary lighting, fog lights) 21% 23% 14% 23% 27% 14%

Light bars 17% 16% 18% 17% 25% 7%

Interior lights 8% 7% 6% 9% 10% 6%

Other lighting products <1% 0% 1% 0% <1% 0%



Lighting Product Purchases


Tops Products Total TJ JK 2 Door JK 4 Door Off-Roaders

Non Off-Roaders

Full soft top 23% 36% 15% 18% 23% 24%

Hard top 11% 8% 14% 12% 11% 12%Bimini soft top (covers front and rear seats only, not cargo or sides) 8% 8% 4% 9% 7% 8%

Bikini soft top (covers front seats only, not cargo or sides) 7% 9% 6% 6% 11% 3%

Mesh top (canvas netting over seating area) 7% 6% 9% 7% 9% 5%

Other tops products 1% 2% 1% 1% <1% 2%



Tops Product Purchases


Suspension/Brakes/Steering Products Total TJ JK 2 Door JK 4 Door Off-Roaders

Non Off-Roaders

Lift kits 25% 26% 23% 25% 36% 11%

Shocks 17% 25% 11% 14% 25% 7%

Brake kits - performance/heavy duty 12% 13% 7% 13% 14% 9%

Coil springs 8% 10% 5% 8% 12% 3%

Sway bar 7% 12% 4% 5% 11% 2%

Control arms/trailing arms 7% 8% 2% 8% 10% 3%

Steering column 3% 4% 1% 4% 4% 2%

Leaf springs 2% 5% 2% 1% 3% 1%

Air suspension system 2% 2% 2% 2% 2% 1%

Other suspension/brakes/steering products 1% 2% 1% 0% 1% 1%



Suspension/Brakes/Steering Product Purchases


Mobile Electronics Products Total TJ JK 2 Door JK 4 Door Off-Roaders

Non Off-Roaders

Stereo - speakers/subwoofer 17% 21% 12% 16% 21% 12%

Stereo - in-dash system 16% 29% 11% 10% 17% 15%

GPS navigation system 11% 9% 8% 14% 14% 8%

Stereo – amplifier 9% 10% 7% 10% 13% 5%

Alarm/security system 7% 5% 7% 8% 8% 6%

Backup camera 5% 1% 4% 9% 8% 2%

Auto start/remote start 5% 2% 5% 7% 5% 6%

Dashboard camera 2% 0% 1% 5% 4% 1%

Custom horn 1% 1% 2% 1% 1% 1%

CB/radio 1% 1% 1% 1% 1% 1%

Other mobile electronics 1% 2% 0% 1% 1% 1%



Mobile Electronics Product Purchases


Towing & Storage Products Total TJ JK 2 Door JK 4 Door Off-Roaders

Non Off-Roaders

Trailer hitch 13% 13% 10% 15% 15% 11%

Hitch mounted cargo carrier 8% 9% 5% 8% 9% 6%

Tow bar 5% 6% 3% 4% 6% 3%

Roof rack/carriers 4% 5% 3% 5% 6% 2%

Cargo liner/mat 4% 2% 2% 6% 6% 2%

Toolbox 4% 4% 3% 4% 5% 3%

Cargo covers/nets 3% 0% 2% 5% 5% 0%

Jerry can holder/tray 2% 2% 3% 2% 3% 2%

Trailer brake controller 2% 1% 2% 3% 3% 1%

Other towing & storage products 1% 1% 1% 1% 1% 0%



Towing & Storage Product Purchases


Safety Products Total TJ JK 2 Door JK 4 Door Off-Roaders

Non Off-Roaders

Winch 15% 15% 12% 17% 24% 4%

Fire extinguisher 14% 13% 12% 16% 17% 10%

Off-road jack 12% 12% 7% 14% 17% 5%

Roll cage kit 5% 6% 4% 4% 6% 3%

Other safety products <1% 0% 1% 0% <1% 0%



Safety Product Purchases


Intake/Fuel/Exhaust Products Total TJ JK 2 Door JK 4 Door Off-Roaders

Non Off-Roaders

Air Intake - performance air filter replacement 12% 11% 13% 11% 18% 4%

Air Intake - cold air intake conversion 12% 11% 10% 13% 17% 4%

Exhaust kit, headers, pipe tip 10% 13% 6% 9% 13% 6%

Fuel system - injectors, pressure regulators, pump/rails 5% 2% 2% 8% 8% 1%

Intake manifold 3% 5% 2% 3% 5% 1%Forced induction - turbocharger or supercharger 3% 1% 0% 5% 4% 1%

Snorkels/snorkel kits 2% 5% 2% 1% 4% 0%

Catalytic converter 2% 3% 1% 1% 3% 1%

Fuel tank/cells 2% 1% 2% 2% 2% 1%

Forced induction - nitrous oxide kit <1% 0% 0% 1% 1% 0%

Other intake/fuel/exhaust products <1% 1% 0% 0% <1% 0%



Intake/Fuel/Exhaust Product Purchases



Drivetrain Product Purchases

Drivetrain Products Total TJ JK 2 Door JK 4 Door Off-Roaders

Non Off-Roaders

Axles 7% 8% 5% 8% 10% 4%

U-joints 6% 10% 4% 4% 8% 3%

Clutches/clutch plates/flywheel 5% 7% 4% 5% 8% 2%

Limited slip/locking differential 5% 4% 6% 6% 7% 2%

Transmission - performance upgrade 5% 5% 4% 5% 6% 3%

Shifter knob/handle 4% 4% 2% 6% 6% 3%

Sensors 4% 2% 2% 6% 3% 4%

Transmission cooler 3% 0% 2% 6% 5% 2%

Transfer case upgrade 3% 3% 2% 4% 5% 1%

Torque converters 3% 4% 2% 3% 4% 2%

Slip yoke eliminator kit 2% 2% 2% 3% 3% 1%

Other drivetrain products 1% 1% 1% 1% 1% 1%




Engine Product Purchases

Engine Products Total TJ JK 2 Door JK 4 Door Off-Roaders

Non Off-Roaders

Battery - performance/heavy duty 8% 6% 5% 11% 12% 4%

Engine dress-up products (e.g., braided hoses, battery wraps, valve covers) 6% 5% 2% 8% 8% 3%

Ignition controllers/coils/wires/spark plugs 5% 5% 2% 6% 5% 5%

Performance water pump 4% 4% 1% 6% 5% 3%

Engine management system/performance chip/computer 4% 2% 2% 6% 5% 3%

Engine fan/radiator 4% 4% 0% 6% 6% 2%

Cylinder heads 4% 2% 2% 6% 3% 5%

Oil pan/pump 4% 2% 2% 6% 5% 3%

Alternator 3% 5% 1% 3% 4% 3%

Gaskets 3% 3% 2% 4% 5% 1%

Pistons/connecting rods/rings/crankshafts 3% 2% 1% 4% 3% 3%

Camshaft/valvetrain 2% 2% 1% 4% 4% 1%

Engine swap 2% 1% 1% 4% 2% 3%

Starter motor/solenoid 2% 3% 1% 1% 2% 2%

Other engine products 1% 2% 1% 1% 2% 0%



DIY vs. DIFM Total TJ JK 2 Door JK 4 Door Off-Roaders

Non Off-Roaders

Did it yourself (with or without help) 71% 76% 72% 67% 73% 66%

Professional installations 29% 24% 28% 33% 27% 34%


Part Installation

Percentages reflect the share of parts purchased by TJ and JK Wrangler accessorizers

Total Spent on Accessories, Mods, and/or Upgrades Since Acquiring Jeep Total TJ JK 2 Door JK 4 Door Off-


<$500 17% 10% 22% 20% 9% 27%

$501-$1,500 19% 21% 18% 18% 15% 24%

$1,501-$3,000 24% 31% 21% 20% 26% 22%

$3,001-$5,000 15% 20% 19% 11% 17% 14%

$5,001 to $7,000 7% 5% 7% 9% 9% 5%

$7,001 to $10,000 10% 8% 7% 13% 16% 3%

$10,001 to $15,000 2% 2% 2% 1% 2% 1%

$15,001+ 5% 3% 3% 7% 6% 3%


Total Spent Upgrades Since Acquiring Jeep


Piecemeal vs. All at Once Total TJ JK 2 Door JK 4 Door Off-Roaders

Non Off-Roaders

I am more likely to change one part at a time 87% 93% 89% 82% 87% 86%

I am more likely to do all modifications at once 13% 7% 11% 18% 13% 14%


Piecemeal Accessorizers vs. All at Once Accessorizers


Next Project/Upgrade Total TJ JK 2 Door JK 4 Door Off-Roaders

Non Off-Roaders

Lift/lift kit 10% 11% 12% 9% 13% 7%

Tires/new tires/bigger tires 8% 5% 9% 9% 7% 9%

Paint/paint job 5% 8% 6% 3% 5% 5%

Stereo system/speakers 4% 8% 4% 2% 4% 5%

Soft top/soft top roof 4% 5% 4% 4% 2% 7%

Lighting/lighting system/light bar 4% 2% 2% 5% 4% 3%

Bumpers/replace bumpers 3% 3% 4% 3% 5% 1%

Engine/engine upgrade 3% 5% 2% 2% 3% 2%

Wheels/new wheels/rims 3% 2% 3% 3% 1% 4%

Seats/new seats/seat covers 2% 4% 1% 2% 2% 2%

Top/new top (Unspecified) 2% 5% 1% 1% 2% 3%

Hard top/hard top roof 2% 3% 2% 1% 2% 2%

Fenders/fender flares/flares 2% 2% 0% 3% 2% 2%

Shocks/new shocks/suspension 2% 2% 1% 2% 3% 1%

Interior/interior upgrades 2% 2% 1% 3% 1% 3%

Winch/tow hook/tow kit 2% 1% 3% 2% 2% 1%


Next Project or Upgrade Planned for Jeep


Next Project/Upgrade Total TJ JK 2 Door JK 4 Door Off-Roaders

Non Off-Roaders

Side step/stepboard/running board 2% 0% 2% 3% 1% 2%Headlights/head lamps 2% 2% 0% 3% 2% 1%Exhaust/new exhaust 2% 1% 2% 2% 1% 2%Roll bar/roll cage 2% 1% 2% 2% 3% 0%General maintenance (oil change etc.) 1% 2% 0% 1% 2% 1%Roof rack 1% 1% 0% 2% 2% 1%Supercharger/turbo charger 1% 0% 1% 2% 2% 0%Snorkel/snorkel kit 1% 1% 1% 1% 1% 1%Tint/tint windows 1% 1% 0% 1% 2% 0%Windshield/new windshield 1% 1% 1% 1% <1% 1%Gas cap/tank/cover 1% 1% 1% 1% 0% 2%Doors/half doors 1% 1% 1% 1% 1% 1%GPS/navigation system 1% 0% 1% 1% 1% <1%RTT/Roof top tent/tent 1% 0% 1% 1% <1% 1%Other 13% 14% 14% 12% 15% 11%Don't Know 5% 2% 5% 6% 2% 8%None/Nothing 7% 7% 10% 6% 5% 10%


Next Project or Upgrade Planned for Jeep (cont.)


% Strongly Motivated By… Total TJ JK 2 Door JK 4 Door Off-Roaders

Non Off-Roaders

Improve reliability 64% 74% 60% 60% 69% 59%

Improve the way it looks 64% 58% 65% 68% 67% 61%

Improve vehicle handling 51% 50% 49% 53% 58% 43%

Improve off-road capabilities 50% 45% 50% 53% 70% 25%

Improve engine performance (e.g., more horsepower, more torque) 49% 51% 44% 49% 59% 36%

Improve comfort 45% 39% 38% 53% 48% 42%

Improve vehicle safety 44% 43% 45% 43% 46% 41%

Improve audio quality (e.g., stereo) 36% 31% 36% 40% 39% 33%

Improve ability to tow/haul 31% 28% 25% 36% 37% 24%

Improve the way it sounds 31% 30% 31% 31% 33% 28%


Motivations for Modifications


Time Owned before Upgrading Total TJ JK 2 Door JK 4 Door Off-Roaders

Non Off-Roaders

Within the first month after acquiring the Jeep 34% 37% 30% 33% 35% 32%

1-3 months after acquiring the Jeep 34% 30% 37% 35% 36% 32%



1-2 years after acquiring the Jeep 4% 9% 1% 3% 4% 5%

2-5 years after acquiring the Jeep 3% 2% 2% 4% 3% 3%

6+ years after acquiring the Jeep 1% 2% 1% 0% <1% 1%


Length of Ownership and First Upgrade/Modification


MARKETRESEARCH

Detailed Study Findings:Shopping & Research


Place of Purchase

Purchase Channels Total TJ JK 2 Door JK 4 Door Off-Roaders

Non Off-Roaders

Auto Parts Chain - Online (e.g., AutoZone, O'Reilly) 21% 22% 21% 20% 21% 21%

Online Automotive Retailer (e.g., Autoanything.com, Quadratec.com) 11% 11% 10% 11% 11% 10%

Online General Retailer (e.g., Amazon) 10% 8% 9% 12% 10% 11%

Online Auction Site (e.g., eBay) 7% 8% 10% 5% 7% 6%

Direct from Parts Manufacturer - Online 6% 6% 7% 6% 6% 7%

General Retail Chain - Online (e.g., Target, Walmart, Sears) 6% 6% 5% 6% 5% 7%

Jeep or Off-Road Shop (e.g., 4 Wheel Parts) 14% 14% 9% 15% 16% 8%Auto Parts Chain - Physical Location (e.g., AutoZone, O'Reilly) 9% 9% 11% 9% 8% 11%

Independent Specialty Automotive Retailer / Installer 4% 5% 5% 3% 4% 4%

General Retail Chain - Physical Location (e.g., Target, Walmart, Sears) 3% 4% 3% 2% 3% 5%

Custom Fabricator 3% 2% 3% 3% 3% 4%

New Vehicle Dealership 2% 1% 4% 3% 2% 2%

Tire Dealership (e.g., Discount Tire) 2% 2% 3% 2% 2% 2%Direct from Parts Manufacturer - Physical Location 2% 2% 2% 1% 1% 2%

Auto Show / Exhibit / Event 1% <1% 1% 1% 1% 1%

Onl

ine

In-P

erso

n

Percentages reflect the share of parts purchased by TJ and JK Wrangler accessorizers

% Find Resource “Useful” Total TJ JK 2 Door JK 4 Door Off-Roaders

Non Off-Roaders

Search engines 86% 83% 86% 89% 85% 88%

Online product reviews 86% 80% 85% 90% 87% 84%

Parts manufacturer websites 82% 79% 80% 86% 84% 81%

Online videos 81% 76% 78% 86% 84% 77%

Talking to people in personal network 81% 77% 81% 84% 83% 79%

Consulting with professionals 79% 73% 76% 84% 83% 75%

Online marketplaces and general retailers 77% 72% 77% 82% 77% 78%

Auto enthusiast or specialty websites 75% 70% 79% 77% 80% 70%

Automotive retailer websites 75% 69% 76% 79% 80% 68%

Looking at products in retail stores/shop 75% 73% 78% 75% 78% 72%

Visiting auto customization shops 67% 58% 64% 75% 75% 58%

Auto magazine websites 66% 53% 68% 75% 72% 60%Watching TV/movies or reading printed materials 64% 50% 65% 74% 69% 58%

Auto manufacturer websites 59% 47% 57% 69% 55% 65%

Social media 55% 45% 49% 65% 55% 55%

Attending auto show/events 55% 40% 61% 62% 61% 47%

Visiting auto dealerships 46% 32% 51% 53% 43% 49%


Resource Usefulness


% Frequently… Total TJ JK 2 Door JK 4 Door Off-Roaders

Non Off-Roaders

I look at/shop for products in-store, but make the purchase of the product online 35% 30% 34% 38% 42% 26%

I look at/shop for products in-store, and make the purchase in-store 48% 45% 51% 49% 54% 41%

I look at/shop for products online, but make the purchase in-store 35% 30% 39% 37% 37% 33%

I look at/shop for products online, and make the purchase online 66% 63% 65% 68% 68% 63%


Researching and Purchase Methods


MARKETRESEARCH

Detailed Study Findings:What They Do


Non Off-Roaders

Use your Jeep as a daily driver (e.g., commute to work/school, run daily errands, etc.) 86% 85% 84% 87% 85% 87%

Use the Jeep to take a shorter pleasure drive 68% 67% 69% 69% 73% 62%

Take Jeep off-road on mild trails (dirt, gravel, etc.) 41% 38% 44% 43% 75% 0%

Use the Jeep to take a multi-day pleasure drive 39% 32% 37% 45% 44% 33%

Take Jeep off-road on moderate trails (mud, ruts, steep inclines/declines) 33% 29% 38% 34% 60% 0%

Use your Jeep as work vehicle (e.g., on a construction site, farming, etc.) 29% 24% 25% 34% 34% 22%

Take Jeep off-road on difficult trails (boulders, rock crawling) 15% 14% 17% 16% 28% 0%

Tow the Jeep behind your car, truck, or SUV to use as a secondary vehicle 9% 6% 8% 13% 11% 7%

Tow the Jeep on a trailer to go off-roading 8% 5% 8% 9% 14% 0%

Tow a motorcycle/dirt bike on a trailer behind your Jeep 6% 2% 10% 8% 8% 4%

Tow an ATV, UTV, or other powersports equipment on a trailer behind your Jeep 5% 2% 6% 7% 8% 2%

Use your Jeep to participate in an off-road racing competition 3% 2% 4% 3% 3% 3%


Frequency of Jeep Driving Types


Activities Total TJ JK 2 Door JK 4 Door Off-Roaders

Non Off-Roaders

Travel 63% 59% 71% 62% 67% 58%Outdoor recreation activities (e.g., hiking, biking, climbing, etc.) 60% 67% 54% 58% 70% 48%

Camping 55% 64% 50% 52% 68% 40%Watching live sporting events at home (e.g., football, baseball, basketball) 52% 45% 55% 56% 57% 46%

Playing video games 48% 46% 46% 51% 57% 38%Fishing 47% 52% 44% 45% 59% 31%Attending live sporting events (e.g., football, baseball, basketball) 43% 40% 39% 48% 47% 39%

Gardening / Landscaping 41% 45% 40% 40% 47% 35%Hunting 30% 33% 25% 30% 38% 20%Participate in sports (recreational or competitive) 30% 23% 35% 33% 38% 21%

Attending car shows 28% 27% 29% 29% 38% 16%Boating / Sailing / Jet Skiing 25% 28% 20% 25% 31% 17%Watching auto/motorsports racing at home (e.g., NACSAR, motocross) 24% 29% 23% 21% 30% 17%

Attending auto/motorsports racing events (e.g., NACSAR, motocross) 16% 16% 17% 16% 20% 11%

Attending car club meets 12% 8% 14% 14% 18% 6%RVing 9% 10% 9% 8% 10% 7%None of the above 2% 2% 2% 1% 1% 3%


Yearly Activities



Non Off-Roaders

Drive your Jeep to a camp site or trail head 45% 45% 44% 46% 60% 28%

Use your Jeep to go fishing 35% 39% 37% 32% 49% 18%Carry gardening/landscaping materials in the cargo area of the Jeep (e.g., sod, fertilizer, tools)

21% 19% 21% 23% 25% 17%

Use the Jeep to go hunting 21% 25% 22% 17% 28% 12%Carry outdoor recreation items on top of or on the rear of your Jeep (e.g., bikes, kayaks, skis) 20% 16% 17% 24% 28% 10%

Use your Jeep for tailgating a live sporting event 17% 12% 13% 23% 20% 15%

Tow outdoor recreation items in a utility trailer behind your Jeep (e.g., bikes, kayaks, other gear)

13% 11% 11% 14% 19% 4%

Use your Jeep to tow a camper/travel trailer 9% 7% 10% 11% 13% 5%Take your Jeep to a car club meet 7% 5% 6% 8% 10% 2%Use your Jeep for tailgating a live racing event 7% 4% 5% 11% 10% 4%Display your Jeep at a car show 6% 4% 4% 8% 8% 3%Use your Jeep to tow a motorboat or sailboat 5% 1% 7% 6% 8% 1%Use your Jeep to tow jet skis 4% 1% 5% 6% 5% 3%Tow your Jeep behind an RV to use as a secondary vehicle 2% 2% 1% 3% 3% 2%


Frequency of Various Activities


MARKETRESEARCH

Detailed Study Findings:Who They Are


SEMA Segmentation

Segment Total TJ JK 2 Door JK 4 Door Off-Roaders Non Off-Roaders

Builder 16% 15% 20% 15% 21% 10%

Driver 21% 29% 22% 16% 27% 15%

In-Crowd 15% 10% 12% 20% 12% 19%

Handyman 9% 8% 8% 9% 8% 9%

Commuter 24% 23% 23% 26% 20% 29%

DIFM 15% 16% 16% 14% 13% 17%

Enthusiasts vs. Non Total TJ JK 2 Door JK 4 Door Off-Roaders Non Off-Roaders

Enthusiast 52% 54% 54% 51% 59% 44%

Non-Enthusiast 48% 47% 47% 49% 41% 56%



Age and Gender

Age Total TJ JK 2 Door JK 4 Door Off-Roaders Non Off-Roaders

18-29 31% 34% 28% 30% 29% 34%

30-39 29% 26% 26% 33% 34% 23%

40-49 19% 16% 22% 19% 21% 16%

50-59 12% 14% 14% 9% 9% 15%

60+ 9% 10% 10% 9% 7% 13%

Gender Total TJ JK 2 Door JK 4 Door Off-Roaders Non Off-Roaders

Male 68% 64% 68% 70% 75% 59%

Female 32% 36% 32% 30% 25% 41%



Living Situation

Living Situation Total TJ JK 2 Door JK 4 Door Off-Roaders Non Off-Roaders

Spouse/Partner 67% 67% 66% 69% 70% 64%

My kids 41% 37% 40% 45% 45% 37%

Parent(s) (yours or your spouse’s/partner’s) 12% 17% 13% 8% 9% 15%

Roommate(s) 6% 6% 7% 4% 6% 5%

Someone else (e.g., extended family) 3% 3% 6% 1% 3% 3%

I live alone 14% 12% 15% 16% 16% 13%


Comfort Level Total TJ JK 2 Door JK 4 Door Off-Roaders

Non Off-Roaders

I prefer not to work on my vehicles at all; I prefer someone else to do it. 6% 5% 7% 7% 4% 9%

I can typically handle light upgrades, maintenance, repair - top off fluids, install seat covers, etc.

32% 31% 30% 33% 26% 38%

I can tackle moderate upgrades, maintenance, repair - install bumpers, sliders, etc. 34% 36% 34% 33% 36% 32%

I can tackle some complex upgrades, maintenance, repair - install lift kits, supercharger, etc.

20% 19% 17% 21% 24% 15%

I can do it all - engine rebuilds to fabrication 8% 9% 12% 6% 10% 6%


DIY Upgrading Comfort Level


Miles Total TJ JK 2 Door JK 4 Door Off-Roaders

Non Off-Roaders

5,000 or less 20% 31% 19% 13% 13% 28%

5,001 to 10,000 30% 27% 37% 28% 29% 30%

10,001 to 20,000 34% 27% 36% 37% 35% 31%

20,001+ 17% 14% 9% 22% 22% 10%


Miles Driven Annually


Reasons (Open-Ended) Total TJ JK 2 Door JK 4 Door Off-


Love/like Jeeps/my type of vehicle 28% 28% 31% 26% 29% 26%

Fun/fun to drive 15% 16% 19% 13% 17% 13%

Maneuverability/how it drives 8% 7% 11% 7% 7% 8%

Off road capabilities 7% 8% 7% 6% 12% 1%

Looks good 7% 5% 6% 9% 6% 8%

Good vehicle/quality 5% 2% 6% 8% 5% 6%

Reliable/dependable 5% 7% 2% 5% 6% 4%

Open air/convertible 5% 9% 4% 3% 5% 5%

Versatile/can drive anywhere 5% 8% 7% 2% 7% 3%

Better than others 4% 3% 2% 6% 4% 4%

Multi-purpose/utility vehicle 4% 4% 6% 3% 5% 2%

Comfortable 3% 2% 1% 6% 2% 5%

Versatility/flexible 3% 2% 2% 4% 3% 3%

Big/roomy 3% 0% 2% 6% 1% 5%


Reasons for Choosing to Drive a Jeep Instead of Other Vehicles


Reasons(Open-Ended) Total TJ JK 2 Door JK 4 Door Off-


Enjoy being higher up/lifted 2% 2% 1% 3% 2% 2%

4WD/4X4 2% 0% 0% 4% 1% 3%

Ability to customize/upgrade 2% 1% 2% 2% 1% 2%

Feel safe/safety features 2% 2% 1% 2% 1% 3%

Love/like Wranglers 1% 2% 2% 1% 1% 2%

Rugged/tough 1% 2% 2% 1% 1% 1%

Cool 1% 2% 1% 1% 1% 2%

Durability 1% 2% 1% 1% 2% 1%

Always wanted one/been interested in Jeep 1% 2% 2% 1% 1% 1%

Good on gas/gas mileage 1% 1% 1% 1% 1% 1%

Popular vehicle/turns heads/get compliments 1% 2% 1% 1% 1% 1%

Other 14% 17% 14% 11% 17% 11%

Don't Know <1% 0% 1% 0% 0% <1%

None/Nothing 1% 1% 0% 3% 1% 2%


Reasons for Choosing to Drive a Jeep (cont.)


MARKETRESEARCH

Background &Contact Information


Buyer Types

Do It For Me (DIFM) 15% of our sample. This group wants a nice, safe car but doesn’t have the experience or interest in doing the work themselves. Their families need to count on their vehicles day in and day out for reliability and safety. Even better if the car looks nice too.

Handyman 9% of our sample. Handymen want to touch and feel the parts being put on their cars. In for the long haul, they need their parts to be safe and reliable. Their main concern is extending vehicle life, and they are willing to do anything to get a few additional miles out of a car.

Commuter 24% of our sample, Commuters are mainly concerned with getting their cars on the road and staying there. They are hyper concerned with price and will shop around to find the best deal. Commuters are interested in purchasing parts on the Internet.

In-Crowd 15% of our sample. The In-crowd focuses mainly on keeping up with trends in how their vehicles look. They want their cars to look good, but don’t necessarily want to do the work themselves. Modifications are focused around exterior add-ons, lighting and exhaust system upgrades.

Builder 16% of our sample. Builders take pride in working on their vehicles. They enjoy the creative stimulation that comes from spending hours on a project. Builders also spend their spare time reading up on new ways to modify their vehicles.

Driver 21% of our sample, Drivers are all about getting the most out of their vehicle. They focus on modifying their car with the goal of maximizing performance and handling. At the end of the day, they are most concerned with having a vehicle that’s fun to drive.

Enthusiast Segments Non-Enthusiast Segments

More info on the SEMA Consumer Segmentation is available at: www.sema.org/research

Methodology• SEMA partnered with MDC Research, an independent market research firm, in order to develop and execute this study.• Between August 25th and September 15th 2017, 453 online surveys were conducted. • Participants were targeted for Jeep ownership, specifically the following models:

TJ (model years 1997-2006) JK 2-door (model years 2007-present) JK 4-door (model years 2007-present)

• Additionally, participants were required to be 18 and over, be a primary decision-maker when it comes to accessorizing their Jeep, and have made modifications to the vehicle.

Additional Market Research Reports

• Want more research? Check out some of our other reports:

Advanced Vehicle Technology Opportunity Study: Learn about the retrofit opportunities for Advanced Driver Assist Systems (ADAS) and Connected Vehicle Technology (CVT) www.sema.org/AVT-Opportunities

2017 SEMA Market Report: Get a detailed overview of the specialty-equipment market, including sales, consumer profiling, and relevant economic indicators www.sema.org/2017-Market-Report

SEMA Pickup Report: Learn about how owners of newer-model pickups are modifying their truck, where they shop for and research parts, and how to connect with them www.sema.org/SEMAPickupReport

SEMA Consumer Segmentation Report: Read the report to help understand the types of specialty-equipment consumers out there www.sema.org/segmentation

• All SEMA Market Research Reports can be found online at www.sema.org/research


Report Methodology

For more information on MDC Research, check out their website: http://www.mdcresearch.com/

http://www.sema.org/AVT-Opportunities

http://www.sema.org/2017-Market-Report

http://www.sema.org/SEMAPickupReport

http://www.sema.org/segmentation

http://www.sema.org/research

http://www.mdcresearch.com/

Questions?

Comments and suggestions appreciated.

Happy to provide clarifications.

SEMA Market Research is here to help.

Download SEMA Market Research reports at www.sema.org/research

Gavin KnappDirector, Market [email protected]

Matt KennedyResearch [email protected]

Kyle ChengResearch [email protected]

© Specialty Equipment Market Association 2017

This report is for the user's personal and noncommercial use only. User may not modify, copy, distribute, display, reproduce, publish, transmit, license, create derivative works from, transfer or sell any information from this report without SEMA’s written authorization.

http://www.sema.org/research

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