Youth Car Culture

Today's Tuner Market

The hottest lifestyle trend associated with mobile electronics today is reflected in the tuner performance market, highlighted in the movie series, The Fast and the Furious. The tuner market continues to be an exploding segment in 2006 centered around a lifestyle focused on individuality and self-expression.

The tuner performance market officially hit the radar in 1997 at an estimated value of $295 million. It is still among the fastest growing segment of a $34 billion specialty aftermarket accessories industry. The Specialty Equipment Market Association (SEMA) values the tuner performance market segment at $4.1 billion.
Pioneer Electronics defines "tuners" as mostly male teenagers and 20-somethings concentrated in Sunbelt areas. They own entry-level cars (mostly Asian imports) and then trick them out with custom wheels, aerodynamic body enhancements and powerful audio-video systems.
At the heart of the tuner market is a younger buyer from Generation Y, which is very influential just in terms of its sheer size. Generation Y - the generation born since 1979 - is estimated at about 60 million people, three times the size of Gen-X and just smaller than the 72 million baby boomers. Generation Y is coming of age and their growing disposable income is one of the hottest commodities among automotive, entertainment, attire and electronics companies.
Tuners are in many ways a modern version of the hot-rodders of the cult-classic American Graffiti that premiered more than 30-years ago. The difference is that tuners today work with smaller, mostly import cars, fuel injectors, computer chips, mobile surround-sound and DVD technology. Access to advanced in-car entertainment anytime-anywhere fueled the evolution of the tuner lifestyle. They have now expanded their interest and influence beyond the car to include music, films, video games, computers, cell phones and clothes.
While some people misinterpret the tuner crowd to be interested in street racing, enthusiasts do not consider tuning a back-alley activity. It is an outlet for personal expression and has become a competitive and skilled sport. Import tuner shows continue to be popular venues across the United States because they're designed to showcase creative genius in car customization and the loudest, fastest or simply the "phattest" vehicle on the road.
Experts say most tuner cars today are made to "look" fast but the audio and in-car video accessories are just as important as speed. Those bumping subs and high tech video accessories add serious "cool factor" that true tuners cannot live without.
While looking for the best in-car entertainment systems, tuners are driven to brands and technology based on word-of-mouth about performance. They do not often fall prey to in-your-face advertising campaigns. It takes a strong commitment to understanding this powerful market and offering them the most innovative products in order to stay on top of the heated competition for their sales.
Pioneer Electronics (USA) Inc. has remained #1 in aftermarket sales to the important young male demographic by observing, learning and turning out inventive products with revolutionary technology. Some of the most popular products among the tuner crowd include source units such as single-CD players and in-dash DVD players with monitors, speakers and competition subwoofers.
Auto manufacturers look to Pioneer as an OEM stereo partner in order to appeal to the tuner market. One of the latest examples is Toyota, which includes a branded Pioneer in-car audio system in the SCION line of vehicles, targeted to that dominant youth market.

For additional information on the tuner market:
www.sema.org