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Predictions & Industry Insights from the 2022 SEMA Show

Dean Heckman • March 3, 2023

Our crew was at the SEMA Show recently & from it, we’ve come up with a few predictions for 2023. We also have some hot industry insights for you to look at. 

SEMA SHOW 2023 Predictions & Industry Insights

Overlanding Portfolio Expansion


MHD predicts that Overlanding Manufacturers like Overland Vehicle Systems (OVS) will begin to offer "non-Overlanding" equivalents of their popular products specifically designed for racing (all types), race fans and outdoor sporting and events spectators. 


Adding these products to their portfolio will dramatically expand their total addressable market (TAM) and help them tap into new buyers with large amounts of disposable income willing to pay for convenience and comfort.


At Motorhead Digital, we have experienced this first hand with our Orange Raptor outfitted with a 270° Awning from OVS. 

At Motorhead Digital, we have experienced this first hand with our Orange Raptor outfitted with a 270° Awning from OVS.

We replaced our 10’x10’ EZ-UP canopies with the OVS Awning attached to our Raptor's bedrack. Because it's self-contained, 1 person can set it up in less than 5 minutes. It doesn't need to be "secured" to the ground like pop-up canopies. It has zip-in walls for additional protection and is an awesome addition to our vehicle. 


Every time we used it at Watkins Glen International for our GRID Marshall Basecamp or at car shows and events, we had dozens of inquiries about it. 

Every time we used it at Watkins Glen International for our GRID Marshall Basecamp or at car shows and events, we had dozens of inquiries about it.

Awnings are just the beginning, too, as we see a need for "viewing platforms" - think rooftop tent without the tent, convenience items like storage, tables, workspaces, lighting, cooking, and protection from the elements.


Manufacturers that move quickly into these new markets (mid-2023) will enjoy a distinct "thought-leadership" advantage in 2023, with more companies joining in 2024.


Car Show And Racing

Watkins Glen International - GRID Marshall Basecamp
Watkins Glen International - GRID Marshall Basecamp
Watkins Glen International - GRID Marshall Basecamp

Watkins Glen International - GRID Marshall Basecamp

Bro-Dozers Become “Tonka Donks”


MHD predicts the wildly popular lifted trucks with massive wheels, tires, and obligatory train horns often referred to as bro-dozers will get a new name – “Tonka Donks.”  This name change will align them with their smaller siblings - Donks and Hoonidonks. 


This will lend more credibility to this class of vehicles while softening the often sarcastic or derogatory reference associated with bro-dozer.


We don’t predict the elimination of “Bluetooth Driveshafts” in Tonka Donks for the foreseeable future though. 

HOONIDONK

HOONIDONK

TONKA DONKS

Consumers Are Getting Tired Of The EV-Push


We spoke to dozens of attendees, SEMA Education presenters, and TV Personalities about Electric Vehicles, and 100% of them said stop jamming Electric Vehicles down everyone’s throats and let consumers choose what they want to drive. 


Most of them also stated that “they wouldn’t even consider an EV because of misleading marketing and news coverage.”  They simply don’t buy into the narrative - the “EV-Push”.


Some of them said that given equal marketing attention, they would consider an EV for specific use cases - but not necessarily as their daily driver or work vehicle. 


They want the option to choose between different platforms, including ICE, ICE-hybrid, Hydrogen ICE, Hydrogen-hybrid, and EV.


Hopefully - the government, manufacturers, and media will listen.



Get in touch today.

By Shanna Cathey August 20, 2026
The average age of a light vehicle in the United States is now 12.8 years, according to the latest publicly released national benchmark from S&P Global Mobility (the firm completed its spinoff into an independent company, now called Mobility Global, in July 2026, though its research is still widely cited under the S&P Global Mobility name). For the automotive aftermarket, that means a growing population of vehicles entering the years when maintenance, repair, replacement parts, diagnostics, and upgrades become increasingly important. The American vehicle fleet is getting older, and it's changing how aftermarket businesses need to think about growth. S&P Global Mobility reports that the U.S. fleet has grown to 289 million light vehicles in operation. Passenger cars now average 14.5 years old, while light trucks average 11.9 years. The high-volume 2015 through 2019 model years are also moving deeper into the aftermarket service cycle as more vehicles leave their original warranty coverage. For independent repair shops, parts suppliers, restoration specialists, performance businesses, and custom builders, the opportunity is substantial. It is not automatic, however. The businesses positioned to benefit will be the ones prepared to service an aging but increasingly technical vehicle population. Why Does an Aging Vehicle Fleet Create Aftermarket Opportunity? Older vehicles generally require more frequent maintenance and a wider range of repairs. Wear items reach the end of their service life. Seals, wiring, suspension components, cooling systems, electronics, and emissions equipment begin to demand more attention. Owners also start making larger decisions about whether to repair, restore, upgrade, or replace the vehicle. S&P Global Mobility identifies vehicles between six and 14 years old as a prime range for aftermarket service. Its research indicates that vehicles in this age range, along with even older models, are expected to represent at least 70% of vehicles in operation for several years. The newest industry forecast reinforces that opportunity. In June 2026, the Auto Care Association and MEMA Aftermarket Suppliers projected that the U.S. light-duty automotive aftermarket would grow 5.2% in 2026. The market is expected to surpass $500 billion by 2029, supported by the aging fleet, increasing vehicle complexity, and continued consumer reliance on personal transportation. Why Are Americans Keeping Vehicles Longer? High new and used vehicle prices and broader economic uncertainty continue to influence replacement decisions. Many drivers would rather invest in a vehicle they already know than take on the cost of replacing it. Modern vehicles are also durable enough to remain useful well beyond the point when earlier generations of owners may have traded them. From the shop side, the pattern is familiar. A customer says, "I just need it to last another year." Then one year becomes three. The truck remains essential to the business. The SUV stays in the family. The daily driver becomes a project because the owner would rather improve it than start over with another payment. This is where the aftermarket becomes essential. It gives vehicles a second, third, and sometimes fourth life. A 12-Year-Old Vehicle Is Still a Modern Vehicle An older fleet does not mean a simpler repair environment. A 12-year-old vehicle can still contain numerous control modules, emissions equipment, infotainment systems, electronic security features, networked sensors, and early-generation advanced driver-assistance systems. Shops must continue investing in technician training, scan tools, software subscriptions, service information, programming equipment, and calibration procedures. This is also why the Right to Repair issue remains relevant. As Motorhead Digital covered in Part 1: The Right to Repair Fight and the Freedom to Fix Victory , recent federal action created meaningful progress around emissions-related repair information and aftermarket emissions compliance. However, broader questions involving telematics, proprietary software, cybersecurity access, and non-emissions repair data remain unresolved. Older vehicles need more than replacement parts. They need judgment. They need technicians who understand the vehicle as a complete system and can distinguish a smart repair from a poor investment. They need suppliers with accurate fitment data and specialists who can combine traditional craftsmanship with modern diagnostic discipline. Which Aftermarket Businesses Stand to Benefit? Independent mechanical shops can benefit from increased demand for preventive maintenance, diagnostics, suspension work, cooling-system repairs, electrical repairs, emissions service, and age-related wear components. Parts manufacturers, distributors, and retailers can benefit from sustained demand across a wider range of model years. Accurate fitment data, inventory planning, and technical support become even more important when the active vehicle fleet spans decades. Restoration, performance, and custom shops have another opportunity. As replacement costs remain high, some owners will choose to improve vehicles they already own through: Drivability upgrades Modernized electronics Braking and suspension improvements Engine work Interior restoration Full custom or restoration builds The aging fleet is also increasingly diverse. S&P reports that battery-electric vehicles average 3.7 years old, plug-in hybrids average 4.9 years, and traditional hybrids average 6.4 years. Those vehicles will create additional service opportunities as they age, but they will also require new training, safety processes, tooling, and parts knowledge. Trust Becomes More Important as Repair Decisions Get Bigger The owner of a 12- or 15-year-old vehicle may be deciding whether to spend several thousand dollars on a vehicle with limited market value but significant practical or emotional value. That customer is not only buying a repair. They are buying confidence in the recommendation. Shops need to explain: What is urgent What can wait What may fail next Whether the proposed work makes financial sense Which repairs can be completed in phases What can be upgraded Clear inspections, photos, videos, written estimates, and phased repair plans help customers make informed decisions without feeling pressured. Motorhead Digital's Trust, Loyalty & Relationships: The Real Shop Advantage explains why trust often begins before a customer enters the shop. People study reviews, websites, project photos, and social media to decide whether a business looks credible, transparent, and capable. Pricing communication matters too. Older vehicles can expose hidden problems, discontinued parts, long lead times, and changing supplier costs. Tariffs, Pricing Pressure, and How Auto Shops Can Communicate Value Better offers practical guidance for explaining those variables without apologizing for charging appropriately.
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