Aftermarket products account for a $36.7 billion industry. The SEMA Show represents the largest gathering of these companies displaying their best and latest products. It has become an event unto itself extending its influence to all facets of media and entertainment. It has become the Mecca for tuners, gear heads, audiophiles, graphic designers, celebrities and, of course, the car manufacturers themselves. More than ever we are seeing the designs and trends of the aftermarket world trickle down into OEM design and production. Major car manufacturers have begun to listen more closely to the growing influence of the aftermarket forum and are attempting to siphon a share of the ever-booming profits.

At the heart of car customization lies the innate desire to be unique. True car enthusiasts shudder at the thought of driving around their prized vehicle only to see its counterpart at the stoplight across the street. The modifications can be as minor as window tint on a Honda Civic or as major as Lambo doors on a Porsche Cayenne. The consumer craves individualism and the ability to express themselves effectively. Whether it’s bigger, faster engines, 24 inch chrome wheels, custom paint jobs or mobile theatre systems; car enthusiasts are willing to spend some serious scratch in the pursuit of personal expression.

Cars and trucks have always been at the center of the aftermarket craze. Since its creation, the Ford Mustang has always been a favorite amongst wrench heads looking to squeeze every ounce of power out of the fabled Pony Car. Ford recognized this trend and began manufacturing not only bigger, faster engines but also suspension parts and aesthetic pieces as well. However, major car manufacturers have always been on the fence so to speak when it comes to a full commitment in the customization market. It’s always been somewhat uncharted territory and they’ve left it up to the aftermarket specific companies to pick up the slack. Yet with the amount of money the aftermarket industry is generating, OEM design and production can turn a blind eye no longer.

It goes without saying that the designs seen at SEMA will at one point or another find their way into popular culture. Spinners, LCD screens in headrests, neon undercarriage lights, carbon fiber body kits; these are all design elements championed in the aftermarket and embraced by OEM design. Most SUV’s today come with the option of 20 inch wheels, built in navigation and multiple DVD entertainment screens. The new BMW M6 and M3 models come stock with exposed carbon fiber roofs. Land Rover allows for instant ride height adjustment via air bags with the flip of a switch. iPOD and MP3 integration have become necessities with even base models allowing for plug and play right off the lot. Major car manufacturers would have to be blind to not see the scale and magnitude of the aftermarket and SEMA is the ultimate medium to display it.

One of the most notable OEM incorporations of aftermarket design and ethos has been the Toyota backed Scion division. Marketed explicitly at the youth demographic with customization in mind, Scion is a fully committed approach at tapping into the massive profitability of the tuner craze. One of the major drawbacks of expressing automotive individualism has been the voiding of warranties. As soon as car enthusiasts make that initial chop, engine swap, or body drop they release the manufacturer from their warranty honors. This is the one avenue where the OEM’s can completely capitalize over their competitors because with their own line of in-house products they can maintain the integrity and warranty of the cars they sell. Scion has exploited this issue and created an entire line of vehicles where the focus isn’t so much the car, but the options and performance parts that can be incorporated. Not only can you tack on spoilers, fog light kits and multiple wheel options; Scion has provided the ability to bolt on sport tuned suspensions, lowering kits, short throw shifters, bolstered clutches and even a supercharger kit. All these items have been developed by Scion and come straight from the factory. They have taken the passion of the aftermarket tuner and fused the process into OEM design. All these modifications can be processed with no worry as to how it will affect the warranty as well.

Car manufacturers have even gone the “old school” route, introducing new concept and production models at SEMA. The feedback from SEMA represents a faction of consumers with an extreme passion for automotive design and production and the reaction from such enthusiasts can be priceless. Feedback and suggestions are incorporated like any other car show premier but at SEMA the recommendations are on a slightly more advanced plane. Frankfurt might posit tightening up the lines from fender to fender, whereas SEMA will advocate hydraulic door mechanisms and more carbon fiber.

SEMA and the aftermarket have experienced elevation into the mainstream of car design and manufacturing. Car companies can no longer ignore the influence of this market. No longer are we dealing with a small population of tuners tweaking and coaxing every last drop of performance and homemade design from their vehicles. This is a market taking full advantage of its youth and technological prowess elevating it into the spotlight where it is hard to miss. Design cues and even entirely new methods and means of marketing have been derived from the aftermarket world. SEMA and its affiliates will continue to evolve and can look forward to more integration and cooperation with the OEM world.