SEMA survey shows light trucks still king

DIAMOND BAR, Calif. — Crossovers may have become the largest category of vehicles being sold in the U.S., but the pickup truck is still king in terms aftermarket sales potential, new market research from the Specialty Equipment Market Association (SEMA) reveals.

The research, contained in SEMA's Light-Truck Market Snapshot, shows that in 2020 more than 90% of the vehicles sold in U.S. by Ford Motor Co., General Motors Co. and Stellantis N.V. (parent of Ram trucks), are considered light trucks.

Perhaps more significant, pickups accounted for over 30% of specialty-equipment parts sales in 2019, the study shows, with owners of pickups who go off-roading spending even more.

"Light trucks are used for a wide variety of activities and continue to be shaped by trends in vehicle sales, technology and consumer behavior," Gavin Knapp, director of market research for SEMA, said.

"We anticipate this growth to continue over the next decade as vehicle manufacturers prioritize their light-truck models."

The report shows that for pickup truck owners modify their vehicles for off-roading with tire/wheel packages. The same goes for owners of larger SUVs and pickups who modify their vehicles for the growing "overlanding" pastime.

Trends in powertrains and vehicle technology are also shaping the light-truck market, SEMA said in the report. For example, engines are getting smaller overall: 52% of pre-1990 light trucks have engines of 5 liters or larger, compared with just 22% of 2010 and newer trucks.

Forced induction is becoming more common, especially on smaller engines.

Up to 22% of 2010 and newer trucks come with some sort of forced induction, versus fewer than 1% of pre-1990 light trucks with a turbocharger or supercharger.

Alternative fuels, such as hybrid or electric powertrains, have been slower to catch on with trucks than with cars, SEMA said, but they are coming — several electric trucks have been announced in recent years, including an all-electric Jeep Wrangler and several electric pickups.

The 99-page study includes in-depth sales information for pickups, SUVs, CUVs and vans, as well as aftermarket parts for these vehicles. It is available from SEMA at sema.org.