Generation Y Drivers Love to Customize their Rides

Washington DC August 22, 2005; The AIADA newsletter reported that for today’s youth, personalization of their cars has become the norm. A story in today’s Detroit News reports on the growing trend of young people to make their cars “hip” -- a fad that has caused a boom in sales of aftermarket parts, which generally range between $500 and $15,000 per piece.

The custom store featured in the article, “Noyz & Toyz” of Detroit, saw its business more than triple since its inception 7 years ago, with 75 percent of the customers in their teens and 20s. "Consumers look at their automobiles as a reflection of their personalities," said Peter MacGillivray, vice president of marketing and communications at the Specialty Equipment Market Association (SEMA). "A lot of kids are turned on by personalization and accessorization."

Industry experts say young drivers appear to be fueling a craze for innovative gadgets thanks to a craving for “social currency” -- possessions that increase clout and popularity.