UST A FEW YEARS AGO there was concern for the future of the automotive specialty
market. Baby boomers were aging and becoming less involved in the market, while Generation
X seemed considerably less interested in performance vehicles. Generation Y, however,
has breathed new life into the industry and given it hope for a strong future.
SEMA began studying the compact-performance market in 1997, observing phenomenal
growth over the last decade. According to SEMA, the typical compact-performance enthusiast
is between 18 and 25 years old. Unlike the previous hot-rod generation, women have become
increasingly involved in this market, comprising almost 20 percent of the entire population.
As the market has grown across the country, ethnic diversity has also become apparent.
Although Honda remains the vehicle make of choice among young compact-performance
enthusiasts, other manufacturers have been paying close attentionand are designing
cars aimed at attracting young buyers. For example, the Honda Element, SCION xB and
Nissan Cube all feature similar styles aimed at capturing the youth market. Even manufacturers
thet don't currently have a significant share of the youth market are competing for
a slice opf the pie. Ford, for example, has mounted campaigns to promote the Mustang
to the young.
Many differences exist between the original hot-rod generation and the one of today,
but a close look reveals a number of of important similarities as well. For example,
like today, many of the early hot-rodders ran four-cylinder cars, and just as in the
past, the car lifestyle is the key to the entire culture. Enthusiasts have their own
unique ways of dressing and talking, while car shows and competitions are what they
live for, and are the ultimate motivation to put together the best-performing and
best-looking vehicles they can.
AMSOIL synthetic motor oils are a perfect match for compact performance enthusiasts,
offering second-to-none protection and performance for all makes of vehicles, keeping
equipment running in top condition and reducing friction for increased horsepower and
improved fuel efficiency.