In general, the more enthusiastic a vehicle owner is about his/her vehicle, the more likely they are to try or continue to use performance and appearance chemicals. In a survey conducted with 500 modification enthusiasts, Frost & Sullivan found high usage rates; 82 percent of enthusiasts reported using appearance chemicals in the last 12 months and 78 percent reported using performance chemicals. Only 6 percent of respondents reported using neither product.
Not surprisingly, the category with the strongest acceptance was wash. As part of the analysis, Frost & Sullivan grouped appearance chemicals by their use. Cleaners were the most popular and had virtually the same usage rates amongst enthusiasts across all categories (interior upholstery, tires, wheels, or glass). Use rates of other products such as polishes, waxes, protectors, and detailers and shine treatments, varied widely.
Similarly, performance chemical products categorized as cleaners topped the list of most frequently used products. Fuel injector cleaners had the highest acceptance rates followed by fuel system cleaners and brake cleaners.Key performance metrics support the industry's opinion that enthusiasm for vehicle modification continues to grow. Frost & Sullivan's research indicates that the amount of time spent modifying vehicles, the money invested into the vehicle, enthusiast's skill level, and the number of vehicles modified all increased between 2006 and 2008. This corresponds with industry reports of increased revenues. Modification enthusiasts are highly involved with their vehicles and with the products they use. Despite this high degree of involvement, many are still very reluctant to use some chemical products on or in their vehicles. The purpose of appearance chemicals is to enhance the appearance of the vehicle but an enthusiast's greatest fear is that the chemical will actually do damage or speed up the deterioration that has already occurred. After years of demonstrating products and showing instantaneous results, even the most hands on consumers are reluctant to try new products.
Modification enthusiasts show a similar reluctance toward performance chemicals. With performance chemicals the fear is less about harm and more about perceived value. Enthusiasts believe that there is no need for these products unless the vehicle is being used for racing and performance driving.
The chemicals industry has long since known enthusiasts were the high volume users of their products. But if participants can't show product value to the most invested customers, growth will be modest at best. In the commercial vehicle market, vehicles are used in a more standardized fashion and providing a viable opportunity to benchmark products and performance gains over time. That same opportunity does not exist for personal vehicles but organizations that figure out ways to demonstrate product effectiveness over longer periods of time will gain credibility and customers.
