Consumer Reports Survey: "Tuning" Not Just For Rice Boys and Girls

Nearly three-quarters of adults whose household owns a vehicle has, or plans to personalize

YONKERS, NY October 31, 2006; Despite the boy-racer image, most adult car owners defy stereotypes and engage in personalizing, or ‘tuning,’ their vehicle, according to a new survey conducted by the Consumer Reports National Research Center. The study, detailed at www.ConsumerReports.org, reveals that this drive to customize cuts across all major demographic segments, including gender, age, income, region and whether the car was purchased new or used.

How people personalize their vehicle varies widely. While it’s not surprising that 78 percent of 18-34-year olds surveyed said they personalize their vehicle, 35-50-year olds were not far behind with 74 percent saying they are active. However, the 55-and-over crowd is nearly as involved, with 68 percent saying they participate. Modifications range from minor interior changes to the addition of major chassis and engine components.

Both sexes proved to be part of the automotive tuning scene, with 77 percent of men and 70 percent of women participating. These automotive enthusiasts have spent an average of $711 per car, totaling some $13.5 billion annually.

These findings come just as Consumer Reports experts head to the Specialty Equipment Market Association (SEMA) industry event kicking off Tuesday, October 31?a show where the latest car care, performance, cosmetic enhancements and maintenance items are introduced. Coverage can be found at http://onlocation.ConsumerReports.org/sema/. “The car-customizing tradition is as old as the automobile itself,” said Jeff Bartlett, deputy editor for autos at www.ConsumerReports.org. “The common perception is that the only modifiers today are young men, but the fact is, making a car uniquely your own is an equal-opportunity indulgence.”

For this study, personalization was defined as any modification from the new or used vehicle’s original condition. Survey participants were asked if they had made any modifications—or planned to make any—on their own vehicle. Here’s a look at some of the highlights. The percentages below reflect both those who had made improvements and those who plan to make them:

•48% of people cited lifestyle as their leading inspiration for personalization, followed by comfort (44%), and those who wanted to add features not available from the factory (37%); •61% focus on the interior in some way: floor mats (49%) stereo system (28%), car alarm (22%); •One in 20 (5%) said they added or planned to add a turbocharger or supercharger; •Half said they are looking at in-car electronics, including stereo systems (28%), car alarms (22%), speakers (22%) and adding satellite radio (13%); •One third modified the exterior, led by performance headlights or fog lights (11%), followed by bedliner (9%) and spoilers (7%); •One third of consumers made, or planned to make, chassis modifications such as performance tires (17%) and spoilers (7%);

To learn what Americans buy for their cars, and why, the Consumer Reports National Research Center conducted a random, nationwide telephone survey from October 12-15, 2006 of 855 adults aged 18 and over whose household owns at least one vehicle. The margin of error was plus or minus 3.4 percent.

Consumer Reports Pulse Surveys™ are conducted regularly by CR’s National Research Center to determine market trends, spending habits and how current events affect the nation’s drivers.

Consumer Reports is one of the most trusted sources for information and advice on consumer products and services. It conducts the most comprehensive auto-test program of any U.S. publication or Website; the magazine’s auto experts have decades of experience in driving, testing, and reporting on cars. More than 6.8 million people subscribe to either Consumer Reports or ConsumerReports.org. To become a subscriber, call 1-800-234-1645. Information and articles from the magazine can be accessed online at www.ConsumerReports.org.

CRO PULSE SURVEY #6: AFTERMARKET PERSONALIZATION © Consumers Union 2006. The material above is intended for legitimate news entities only; it may not be used for commercial or promotional purposes. Consumer Reports® is published by Consumers Union, an expert, independent nonprofit organization whose mission is to work for a fair, just, and safe marketplace for all consumers and to empower consumers to protect themselves. To achieve this mission, we test, inform, and protect. To maintain our independence and impartiality, Consumers Union accepts no outside advertising, no free test samples, and has no agenda other than the interests of consumers. Consumers Union supports itself through the sale of our information products and services, individual contributions, and a few noncommercial grants.