Where is the Industry Headed?
E very now and then an article I come across seems worthy of sharing with my kindred spirits—you NSRA members. The article origi- nated from the Specialty Equipment Market Association (SEMA), who hosts a wide variety of “behind-the-scenes” support for the entire automotive aftermarket, discussing where the rodding scene began and where the industry we created is headed. From that article, it's hard to believe the 2020s are half over. It's already past mid-decade and we've seen everything from a global pandemic, supply-chain meltdowns and the lagging, but progressing, electrifi- cation of the auto industry. Things have calmed down a bit, but the automotive industry is poised to experience a transformation unlike anything it's encountered in its more than 100-year history. Perhaps the biggest challenge will be handing off the hot-rodding torch to a new generation of fans and producing enough skilled techs to fill the tremendous demand needed by the modern OEM and aftermar- ket industries. Many old-school car enthusiasts have slowly been fading away. Although senior guys are still a key demographic for the hot-rodding industry, anyone that has attended most car shows recently will know what we're talking about. Nevertheless, the aftermarket has weathered many storms in its almost 80-year history and has the resiliency to with- stand this latest round of challenges. We think hot rod businesses will emerge stronger and more diver- sified than ever. Let's briefly look back to see how far we've come since Gl’s coming home from WWII scoured junkyards and army surplus hangars for drop tanks and throw- away parts to cobble together a fast, cheap jalopy. Thousands of kids across the country invented the DIY movement and created the legendary hot-rod cul- ture on the fly. While America's "Arsenal of Democracy" was busy retooling for civilian auto pro- duction after the war, the specialty-equipment indus- try was still just a gleam in Vic Edelbrock's eye. By the end of the '60s, the automotive aftermarket took root and grew at an astonishing rate. Today, estimates are that consumers spend more than $52 billion acces- sorizing and modifying their vehicles and the industry continues to trend upwards. Companies are seeing most of the larger-scale disruptions from COVID beginning to dissipate, however, some [ongoing] sup- ply challenges, inflation, and economic uncertainty continue to be a cause for concern. Even with some question marks dotted across the country, most reces- sion talk has quelled down, and consumers continue to have jobs and spend money.
So, what is hot rodding today? Old Fords, Tri-Five Chevys, pony cars and muscle machines are still in demand, but there is less demarcation now and classics from all ages are revered. Trucks are a hot commodity as they escaped the front-wheel-drive revolution back at the turn of the century. Millions of them were built, and a good chunk of them are still in service. All “Big Three” truck brands can accept a modern V-8 upgrade and that makes them perfect for modification. Other cars like GM G-bodies, and MTV-era Mustangs and Camaros, are finding new legions of fans. Let's not forget modern Detroit offerings with a factory V-8 either. Chargers, 300s, Challengers, Mustangs and LS-/LT-powered Camaro, Corvette, and Cadillacs are still red hot as well, especially since the Camaro and the Mopar triplets have gone to the great boneyard in the sky. Up and comers are domestic mini trucks, 1970s cars, Japanese Domestic Market (JDM) cars, and a resurgence of old-school hot-rod imports. Although we'll stick with the term hot rodding, it now encapsulates many body styles, eras, and national origins. For much of the aftermarket indus- try, it ultimately doesn't matter what platform is all the rage, as car enthusiasts will still need mainte- nance, collision repair, wheels, floor mats, tint, paint and wraps. After speaking with key builders, manu- facturers, and tastemakers from around the country, trying to put our "finger on the pulse" of today’s hot rod industry, we discovered the sky is the limit with modern builders. Unlike the custom car builders of yesterday, today's shops are essentially the final assembly of top-notch subsystems from the finest manufacturers in the world. We all know the drill. Start with an Art Morrison or Roadster Shop chassis, add Wilwood or Baer Brakes, Vintage Air and Dakota Digital gauges. Add custom wheels and big rubber and then drop in a GM, Ford or Mopar crate engine, in many cases packaged with an onboard ECM and transmission. These days, 750-plus hp is ho-hum and 1,000 hp might be the new stepping- off point. After all that heavy-duty hardware is assembled, the real test of a shop's mettle comes into play. The trend of aggregating together top- notch gear is now the de facto standard, but the real differentiation will come from a shop's design chops, paint and finishing skills.
Tom Vogele tomvogele@verizon.net
8 AUGUST 2026
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