"There is a revolution here," he says. "This is the first generation of automotive consumers to grow up with personal computers. They are computer literate, electronics-savvy enthusiasts who are not afraid of technology. Compact-performance enthusiasts are wired and using the vast resources of information available on the Internet to fuel the market's rapid growth. The Web is not only a source for performance parts e-commerce, but it is also providing a vast database to guide consumers in the modification of their vehicles."
Though a relative newcomer to this game, Ford thinks Focus is going to keep growing as a favorite subject for aftermarket customization.
"We have been thrilled with the enthusiastic reception the aftermarket has given the Ford Focus," says Eggen, who is himself enthused about the potential here, since sport compact buyers spend more money on aftermarket parts per vehicle than any other new car segment.
The money is pretty much split between cosmetic alterations and performance/handling modifications, Blum reports. "An overwhelming percentage of compact-performance car buyers utilize their car for daily transportation, yet they want to make a statement and stand apart from the crowd. For this reason, extreme graphics, ground effects/body kits, and rear wings are popular modifications."