Rising Enthusiast Spend Is Reshaping the Aftermarket — MOTORMIA’s Data Points to a Busy PRI Show for Parts Makers

Enthusiasts Are Spending More and Bringing New Projects to PRI

MOTORMIA’s latest dataset finds a clear uptick in spending and ambition among racing and performance hobbyists in the run-up to the PRI Show. The platform’s signals show more people planning multi-part builds, larger shopping carts on performance parts, and a noticeable shift into newer project categories — a pattern that should matter to exhibitors and suppliers lining up for the event.

For PRI attendees, the headline is simple: buyers arriving at the show look more intent. MOTORMIA’s monitoring of build plans and aftermarket wishlists suggests traffic won’t just be footfall — it will be purchase-ready interest in parts ranging from traditional engine upgrades to conversion kits for electrified projects. That mix changes how vendors should arrange inventory, packaging and conversations on the show floor.

Inside MOTORMIA: How the AI Platform Tracks Build Plans and Spending Signals

MOTORMIA is an AI-driven platform that aggregates user-submitted build plans, parts wishlists and browsing behavior from enthusiasts and builders. It groups signals into project types, part categories and geographic clusters. The company says the dataset covers thousands of active build plans and a larger pool of browsing users over recent months, giving a rolling view of intent rather than raw sales receipts.

There are limits. The sample skews toward hobbyists who use online planning tools and public build trackers, so it may underrepresent casual DIY buyers who shop locally or don’t share plans. But for exhibitors who sell niche high-value parts or want to spot emerging build trends, MOTORMIA’s signals are a practical early warning system.

Which Parts and Builds Are Winning: From Engine Tuning to EV Conversions

The data lays out several clear trends. First, traditional performance categories — intake, exhaust, forced induction and suspension — show renewed momentum. Where shoppers had previously focused on single-component upgrades, MOTORMIA finds more bundled project plans that string several upgrades together, which tends to raise average order sizes.

Second, there’s a visible swing toward drivetrain and conversion work. EV conversion parts and hybrid-compatible components are appearing more often in build lists than a year ago. These are still niche items in absolute terms, but their growth rate is notable: MOTORMIA flags a faster rise in interest for conversion kits and electric motor packages than for some legacy accessories.

Third, regional patterns matter. The Midwest and Southeast show the strongest pickup in full-vehicle builds and race-focused projects, while coastal clusters are more active around boutique restorations and electrification experiments. Demographics skew younger in conversion and custom fabrication plans, while classic muscle and drag-focused builds continue to draw an older core audience.

Finally, parts categories tied to shop services — fabrication, custom wiring looms, and engine dyno tuning time — are trending up. This suggests more builders are moving from browsing to paying for professional help, which could increase service demand at the local level and funnel more parts purchases through specialty shops.

What Rising Enthusiast Spend Means for Suppliers and PRI Exhibitors

For aftermarket suppliers, the implications are practical. If build plans are getting larger and more complex, vendors should expect higher average tickets and a need for clearer, bundled product offerings that help hobbyists assemble a full solution on the show floor. That means sample packages, demo installs and promotional bundles could outperform single-item displays.

Inventory planning matters more now: suppliers that rely on one-off sales may miss out if buyers come with multi-part checklists. Exhibitors who can demonstrate full-system compatibility and offer immediate ordering options — including expedited shipping or local pick-up — will likely convert more interest into sales.

Event organizers and retailers should also note the rise in requests for EV-related parts and conversion advice. Booths that can speak credibly about electrification, powertrain adapters or hybrid systems will draw curious traffic and position themselves as forward-looking partners rather than just legacy players.

Industry Voices: MOTORMIA, Builders and Exhibitors Weigh In

MOTORMIA described the shift as “a jump in both project scope and buying intent,” saying the platform now sees more multi-part builds than simple bolt-on upgrades. A featured builder quoted in the dataset said the change is real on the ground: “People are thinking bigger — whole drivetrains, not just cold-air boxes.”

One PRI exhibitor noted that attendees are asking for turnkey paths to finishing projects. “If we can show a straight line from parts to completed car, those are the conversations that lead to orders,” the exhibitor said. An industry analyst added that service providers may be the hidden winners because complex builds need pro support and shop time.

Looking Ahead: Opportunities, Limits of the Data, and What to Watch at PRI

MOTORMIA’s signals point to clear opportunities: bundled products, EV-conversion components and service partnerships look like growth areas. Exhibitors who present whole-project workflows and stock complementary parts should have an edge. Marketing that targets regions and demo types highlighted by the data will also likely pay off.

But remember the caveats. MOTORMIA samples engaged online planners, not every buyer. That means the trends point to where the market is moving rather than capturing every transaction. Reporters and buyers at PRI should watch which booths close orders on-site and which parts draw the longest lines — those live signals will confirm whether the platform’s early-warning view matches the show’s real-world sales.

For now, the broad picture is upbeat: a more committed, ambitious crowd is heading to PRI, and vendors who adapt their inventory, messaging and booth experience to that reality should find a busier floor and heavier carts than in past years.

Sources

• prnewswire.com