Restyling Trends: What’s Hot for the Road Ahead

Did you know there are about 280 million vehicles in operation in the United States today? Last year alone, 14.6 million new rides joined the fleet – by all accounts a conservative number compared to previous years’ sales totals. What’s more, automakers are set to release an incredible 250 new vehicle models by 2024 – ensuring American car buyers will keep Main Streets across the country bustling with fresh metal.

While every one of those models is sure to roll off the factory floor wearing new looks, advanced tech, and next-gen bells and whistles, the market for automotive restyling remains red hot. Manufacturers may be stepping up their fleets –- expanding vehicle lineups and building aftermarket catalogs –- but they can’t cover every market gap.

“As long as car manufacturers have different trim levels, there will always be a place for restyling,” said Josh Poulson of Auto Additions in a recent Facebook Live Chat. “As restylers, we find those niche trim levels … and give the customer options.”

Instead of jumping up two trim levels to score stylistic features like a painted roof or leather interior, consumers can pay a restyling shop to perform these upgrades on a base model, explained Poulson. Often, they’ll even have money left in the budget to black out the wheels or add windshield protection film. “It may not have all the features, but a lot of people don’t care about all those features,” he added.

The key word is personalization.

In a world where ‘you are your own brand,’ few people are happy with a cookie cutter daily driver. Even if customization involves little more than fresh floor mats and dog-friendly seat covers, customers are excited to put an individual twist on their ride.

However, data shows vehicle owners are opting for considerably cushier (and pricier) upgrades that run the gamut from purely aesthetic to delightfully convenient. Below are some of the top restyling trends observed in the industry today – as well as a few predictions for the road ahead.

Form & Function

“Our number one vehicle right now is the Ford F-150, and our bread-and-butter sale is a level kit, wheels, tires, window tint,” said Chad Dearth, owner of KC Trends Motorsports in Overland Park, Kansas.

Dubbed a “dealer package,” Dearth said the accessory bundle is popular among both dealerships and regular walk-in retail customers – even outpacing demand for lift kits. The overall upgrade not only adds style points to the vehicle, but also boosts performance and protection.

For example, leveling provides a more balanced look, correcting the lower built-in stance of a factory ride and improving drivability in the process. Bigger wheels and tires –- which simply look cool –- also increase ground clearance and handling, while window tinting adds privacy and security.

Dearth said his shop’s dealer package also opens the door to other stylish-yet-practical accessories, like side steps, fender flares, and bed covers. Popular brands like Westin, NFAB, LUND, and Extang offer a variety of product in this arena. “We’re getting more guys who are interested in actually using their trucks,” he added. “So, a lot of customers don’t just want us to build trucks that look nice. They also want us to build trucks that are functional – so if they do go off-road, they can use it.”

Did you know…?

Bundled accessories are popular among restylers, as it is an easy and cost-effective way to offer customization. Plus, packages help dealers (and customers) create a truly unique vehicle – essentially a new model that you can’t get from the manufacturer. Automakers may offer variety, but everything still looks very “factory.”

Take Blackstock Ford in Orangeville, Ontario for example. The dealership teamed up with award-winning automotive accessorizer AirDesign to create a variety of custom packages. Their signature “VENOM” package – available on the F-150 and Mustang – includes a 700-horsepower ROUSH supercharger and unique AirDesign body kit.

The 2019 VENOM Mustang pictured here also features a blacked-out roof and lip splitter, functional fender vents and fender scoops, blacked-out emblems, and tinted windows.

As COVID continues to drive down dealer inventory, keep an eye out for special one-off packages at your local dealership. Savvy retailers understand that customers will be facing less power-of-choice when they wander onto the lot. Offering an exclusive dealer-specific package is a great way to build hype – and loyalty.

All Black Everything

Black wheels continue to be a national best-seller, at all price points. Because the look originated on exotic cars and limited-edition trims, consumers tend to associate the style with luxury. So, whether they spend $3,000 or $300 on the setup, the overall affect is still one that implies “upmarket.”

Dearth sees the black wheel trend rolling at KC Trends, but he also notices downsized wheel diameters picking up in popularity. “In our truck and Jeep markets, guys love the 20-inch wheel,” he said. “But we’re seeing customers come in again and ask for 17s or 18s, where it’s a smaller wheel and a bigger tire. That’s a trend that’s kind of really hot in California right now. We’re usually about a year or two behind that market, so it’s an easy crystal ball to look at.”

Dearth’s shop also tries to push more unique wheel options too, like brushed, gray, or even color-matched setups. Across all regional markets, SEMA points to a consumer preference for satin and sheen finishes and complex designs, like deep recesses and clustered or swirling spokes.

A preference for black extends beyond just wheels. From full-body wraps to accent wrapping, “I think film products will stay tremendously hot over the next couple years,” said Poulson. “Whether it’s blacking out things with wrap film, tint, clear mask, or windshield protection.”

Wrap It Up

Vinyl wraps in particular have enjoyed a long and popular run among enthusiasts. Lasting about 7-10 years, they offer an affordable and less permanent alternative to custom paint jobs, but still allow owners to completely change the styling of their car.

Brands like 3M and Avery offer hundreds of colors, designs, and finishes ranging from the aforementioned blacked-out look, to bold wild patterns and glossy metallics. Wrapping isn’t a one-note modification, either. Some of the most unique and interesting builds wear wraps on just the roof, hood, wing mirrors, or front grill.

Paint protection and window tinting have become big business in recent years too, as more enthusiasts recognize the services’ aesthetic and value-added benefits. A protective, self-healing film keeps your car’s exterior looking fresh, while also deflecting road debris and corrosive elements. Similarly, a window tint will boost styling – and block harmful UV rays, keep the cabin cooler, reduce glare, deter thieves, and even improve glass shattering resistance.

According to Poulson, wraps and films have evolved significantly in both quality and installation, allowing restylers to get more creative. “We might wrap a chrome bumper now, whereas we would never attempt that for warranty reasons years ago,” he said, adding that interiors are ripe with potential as well. As infotainment screens continue to grow – both in popularity and size – expect to see more dealerships pre-installing protective films for these expensive in-dash amenities.

Keep It Clean

Rounding out the protective restyling category are car-care treatments – a $1.85 billion market, according to the 2020 SEMA Market Report.

“We have an enormous department in our showroom for car care,” said Dearth. “With ceramics and graphene being put into some of the cleansers, sprays, and even tire and wheel cleaners – the market is huge.” He points to Adam’s Polishes as a quality partner with a diverse product line and great customer support.

“The cool thing with a brand like Adam’s is when a customer comes in, we can show them one of 83 different products that we carry, and every one of those products has a YouTube video that shows you exactly the proper way to use it,” he said. Having access to full demonstrations and DIY tutorials is vital for today’s consumers and helps build brand awareness, he added.

Comfort & Convenience

Comfort features cannot be ignored. Traditional restyling options like custom leather interiors, heated seats, and remote start are still top requests, said Poulson, but there is also quite a bit of opportunity on the electronics side. Convenience and safety accessories from CarPlay to advanced driver-assistance systems (ADAS) are often only standard equipment on higher-trim models. Customers may not want the other point-of-sale goodies on those models, so heading to a restyler allows them to pick and choose their upgrades.

Among used cars, there is still a demand for head units, back-up cameras, tire pressure monitors, keyless ignition, and Bluetooth hookups. And for particularly old cars or restomod builds, integrating those little take-for-granted technologies like power door locks, power trunk release, and power windows can make a big difference.

Even among older rides however, industry professionals agree that the entertainment side of the aftermarket is dwindling. Between Spotify and Waze, most drivers have audio and navigation covered. Outside of fleet services, there’s little need to have a professional installer handle your GPS setup.

Opportunity Ahead

Aside from a few dying revenue streams, the restyling market faces exciting growth. “The overlanding scene is super hot right now,” said Dearth. “And there’s everything – from tents to outdoor shower systems, there are just a lot of really cool things that are expanding our market.”

An ever-popular truck and off-road market holds boundless potential too, even outside of camping and overlanding enthusiasts. Jeeps remain a go-to for customization, as Dearth said no one seems capable of leaving them unmodified. And the upcoming Ford Bronco has everyone –- consumers, enthusiasts, and restylers –- practically chomping at the bit.

“I think we’ve got a great opportunity coming up with the Bronco,” said Poulson. “Also, just Ford’s willingness to accept the aftermarket. Yea, they brag about having 200+ factory-authorized aftermarket products, but what that tells us is we can get those same accessories.”

“Cars are hot again right now, too,” said Dearth. “Dodge has done a great job the last 10 years with the Chargers and Challengers and all the variations. We’re also seeing a ton of the new Corvette C8. This model has finally brought the Corvette to a younger audience, [thanks to] its world-class feel and look.”

The road ahead is not without its bumps, though.

Both Dearth and Poulson noted factory ADAS present a headache during modifications, as restylers constantly have to consider if they are unintentionally covering up a sensor or camera. As the industry skews toward more EVs and automated driving features – and the number of qualified technicians continues to shrink – they feel this challenge will only grow.

OEMs also throw their own roadblocks into the mix. “Companies like Dodge understand the cool-factor behind aftermarket,” said Dearth. “GM, on the other hand, does their very best to keep you from altering their cars.”

A big curveball this year has been the new Chevy trucks and SUVs moving to a larger brake. As a result, all the wheels that Dearth and other restylers have long used for these models no longer fit. “You go to put them on, they hit the brake,” he said. “So, we’re in a rush to get new wheels built to accommodate these larger brakes. Things like this happen every year when new stuff comes out, but new technology definitely makes it a little bit trickier.”

“Here’s the good thing: People are not going back to horse and buggy,” joked Poulson. “They’re always going to have vehicles. And as long as they have vehicles, they’re always going to want to have a different kind of vehicle. People want them to look different; they want them to be personalized.”

Curious what other markets show growth potential for the road ahead? Or just wondering what else is trending in the aftermarket world? Click here for a post-SEMA 2021 Outlook.