The Growing Diesel Performance Market

The increased popularity of diesel engines has increased demand for performance parts and accessories. Surveys reveal that public perception of diesel engines has improved in recent years. A recent TechnoMetrica Market Intelligence survey showed 51 percent of respondents believe modern diesel engines are not the under-performing vehicles they once were, and 50 percent agree diesel engines are more fuel efficient than gasoline engines. In addition, respondents revealed they are willing to pay up to $1,700 extra for better fuel efficiency in a vehicle. This is significant because diesel engine options for light-duty passenger cars typically cost between $1,000 and $1,500 more than standard gasoline engines. A growing number of publications are providing positive press for diesel engines, while an increasing number of companies in the diesel performance market are advertising in these magazines. Gale Banks of Gale Banks Engineering predicts the diesel market share for cars and 1/2- ton pickups will grow to 16 to 18 percent over the next 15 years. The media has played a role in helping the public become receptive to diesel engines as performance-capable alternatives to gasoline engines. A growing number of publications are providing positive press for diesel engines, while an increasing number of companies in the diesel performance market are advertising in these magazines. In fact, the total number of advertising pages purchased by performance diesel companies in Diesel Power magazine soared 330 percent between 2005 (134 pages) and 2006 (577 pages). As diesel engines have become cleaner, quieter and more powerful over the past several years, a surge is becoming evident in the heavy-duty diesel pickup and light-duty diesel vehicle performance markets. According to a SEMA Automotive Lifestyles survey of diesel enthusiasts, the top three specialty equipment performance part purchases in 2006 were exhaust kits, air intake performance air filter replacements and cold air intake conversions. Reported purchases of performance air filters increased from 38.5 percent in 2005 to 50.1 percent in 2006, while purchases of cold air intake conversions more than doubled from 20.5 percent in 2005 to 45.6 percent in 2006. The survey also reveals a growing number of these consumers are turning to the internet to purchase parts and accessories. These internet purchases have come largely at the expense of custom shop/installers, with 17 percent of respondents reporting purchasing from a custom shop/installer, down from 36 percent in 2005. Top 20 Diesel Specialty Equipment Purchases Product Product Exhaust Kit - Pipes/Muffler/etc. Air Intake - Performance Air Filter Replacement Air Intake - Cold Air Intake Conversion Engine Performance Chip/Computer Window Tinting/Lamination Floor Mats - Custom Tires - Plus-sized Alarm System Gauges - Custom Satellite Radio Wheels - Custom Springs/Shocks/Suspension/Sway Bars Stereo - CD Changer Exterior Lighting Turbocharger Grille - Custom Suspension - Lift Kits Tires - Performance Fog Lights - Custom Stereo - Amplifier 2006 53.1% 50.1% 45.6% 42.9% 38.3% 33.7% 33.7% 33.4% 32.6% 28.3% 24.8% 24.5% 24.5% 24.0% 22.4% 22.1% 20.5% 20.2% 19.4% 19.1% 2005 53.8% 38.5% 20.5% 35.9% 43.6% 38.5% N/A 17.9% 28.2% 15.4% 33.3% 33.3% 25.6% 15.4% 17.9% 17.9% 17.9% N/A 30.8% 23.1% Where Diesel Enthusiasts Purchase Specialty Equipment Retail Channel Internet Retail Store Website Custom Shop/Installer Independent Parts Store/Installer Do Not Know Specific Brand/Manufacturer's Website Catalogue Mail Order Auction Website Chain Auto Parts Store Magazine Mail Order Vehicle Dealership Car/Truck Show Retail Department Store Not Applicable Newspaper Classifieds 2006 28% 17% 13% 10% 7% 7% 6% 4% 4% 1% 1% 1% 1% 0% 2005 13% 36% 13% 5% 10% 5% 5% 8% 0% 5% 0% 0% N/A 0% AMSOIL offers premium quality Ea Air Filters and Ea Universal Air Induction filters ideal for the gasoline and diesel performance markets. Ea Air Filters AMSOIL Ea Air Filters incorporate nanofiber technology which has been used exclusively in severe and heavy duty applications. AMSOIL Ea Air Filters are more efficient and have greater capacity than cellulose and wet gauze filters, effectively extending engine and filter life and reducing engine wear. Cleaning of Ea Filters with a shop vacuum or low pressure shop air is recommended every 25,000 miles or one year, and they have a total service life of 100,000 miles or four years. Ea Universal Air Induction Filters AMSOIL Ea Air Induction Filters are constructed of advanced nanofiber technology and fit most popular air intake systems on the market, providing improved cold air intake and excellent efficiency for superior engine protection and performance. Ea Air Induction Filters are cleanable and remain serviceable for long filter life, saving money on filter costs. Cleaning of Ea Air Induction Filters with a shop vacuum or low pressure shop air is recommended when designated by the restriction gauge or according to operating conditions.