Opinion – why the SEMA show matters
Source : Opinion – why the SEMA show matters
There’s serious business behind the madcap creations at the SEMA show
in which’s easy to wander around the SEMA show in Las Vegas sniggering at the outrageous creations on display. What cannot be sniggered at, though, will be the show’s significance.
The accessory in addition to performance parts market in which the SEMA show will be all about will be worth a massive $70 billion globally each year, according to Mopar boss Pietro Gorlier. Some $30bn comes through North America, with the rest fairly evenly split around the earth, including around $15bn in Europe.
The SEMA show will be the shop window for in which part of the industry. in which will be in which opportunity to get the ball rolling for a brand-new part or accessory. in which’s less about the complete cars you see in addition to more about the components in which make them up.
Mopar will be Fiat Chrysler Automobiles’ parts in addition to servicing arm, in addition to looks after anything aftermarket, through the accessories catalogue for your brand-new car to servicing contracts.
Gorlier won’t put a figure on just how much money Mopar makes, although his relaxed demeanour in addition to glint in his eye are of a man who’s happy with his lot. He did confirm, however, in which Mopar’s sales grew 20% year-on-year inside the 2014/15 financial year.
Being a company operation in addition to with brand DNA to respect, Mopar’s show exhibits are at the more tasteful end of the SEMA spectrum, although the process behind their creation in addition to purpose will be the same as the more headline-grabbing creations.
“The show will be an incredible opportunity to gather feedback,” Gorlier told me. “We test brand-new products in addition to solutions here. in which will be an ideal opportunity to bring something brand-new, something different; a blue-sky project with no clear direction to gather feedback on certain features. If in which feedback will be positive, in which can become an accessory or an entire production vehicle.
“We design accessories at the very beginning of development of a brand-new vehicle with our dedicated design team. The main design teams have lots of ideas in addition to not all can become production ones, so we can take some ideas in which didn’t make in which in addition to offer them as accessories in time for a vehicle’s launch.”
Mopar offers more than 25,000 accessories across the entire FCA range, with every car having a minimum of 100. Mopar creates 1000-2000 brand-new parts or accessories a year.
Customer spend averages around $400 per car around the earth on Mopar-created accessories. On the Jeep Wrangler, SEMA’s most customised car, in which’s higher at $700; some buyers spend more than $20,000 on accessories in addition to aftermarket modifications to make their car unique. Some 98% of all Wranglers are modified in some way or another. in which’s big business.
Indeed, Gorlier says in which the availability of accessories in addition to customisation will be currently one of the top a few factors in a buyer deciding whether or not to buy a car. Its importance will be increasing all the time.
“The need for personalisation will be a phenomenon across every vehicle in addition to every market,” he says. “in which’s one of the first a few reasons why people choose to buy a car. in which’s not just important for profits, although in which drives sales of the automobile. After cost in addition to economy, in which’s the ability to personalise the automobile.
“in which’s a big part of the business, in addition to a big part of selling cars. in which’s about the customer driving something unique, not being the same as your friend or neighbour. Even if in which’s just a stripe, a roof carrier or some wheels.”
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