Analysis of the Attitudes and Behaviors of U.S. Vehicle Modification Enthusiasts

Abstract

The primary objective of this research is to measure the behaviors of vehicle owners within the U.S. who have performed at least three aftermarket vehicle modifications within the past year (categorized as modification enthusiasts). Supporting this primary objective, this research also measures the types of vehicle modifications typically performed, identifies the level of experience among modification enthusiasts, understands the modification process, measures modification spend, and determines who modification enthusiasts are - based on demographics.