Products for Customizing Your Car

'Tricking out' your car can give you a sense of individualism by allowing you to imprint your own ideas on your ride.

By Dennis McCafferty

Posted Feb. 5, 2008, at 1 p.m.

Car buff John Fortuno views an automobile that's just off an assembly line the way a painter sees a blank canvas: Creatively speaking, it's only the beginning. "When I buy a car, I look to see what I can do with it," he says.

Take his 2005 Chrysler 300C, which Fortuno bought for almost $40,000 and immediately started working on. He added 22-inch wheels, upgraded the fog lights, replaced the suspension, lowered the car by two inches, applied carbon fiber to the front end, and installed high-performance speakers, exhaust and a sparkling grill.

"I love the looks I get when I'm driving it on the street," says Fortuno, a salesman in Huntington Beach, Calif. "Ultimately, this is my car, and I'm looking to make a statement with it."

And this work of art doesn't just sit in a garage. "I drive it every day," Fortuno says. "I have 61,500 miles on it now."

"Tricking out" their cars empowers owners with a sense of individualism by allowing them to stamp their own designs on their rides. It could be neon lights, rear spoilers, road-hugging monster tires or pounding stereo systems with 12-inch subwoofers. It could be a dozen DVD screens fitting in every conceivable part of the vehicle — the trunk, the head rests and even the sun visors. And don't forget the doors that open backward and upside down.

Showing Off

Anything is possible, whether the work is done in a do-it-yourselfer's garage or a car-customization specialty body shop. Indeed, the car-customization industry defies the conventional thinking that says the manufacturer's design is, aesthetically speaking, the final statement.

It also gives the owner a sense of importance, as celebrities such as Shaquille O'Neal, Tony Hawk and Snoop Dogg are car-customization enthusiasts, showing up at top shows such as the DUB Custom Auto Show and Concert Tour, produced by DUB magazine. The DUB show, which is now in its seventh year, stops in 16 cities. Nearly 1.6 million have attended the show to date.

Another show, the Specialty Equipment Market Association (SEMA), recently upped the glitz factor in Las Vegas, drawing more than 100,000 attendees. "The notion of customization is growing, with consumers personalizing everything from their coffee to the ring tones and appearance of their phones," says Peter MacGillivray, the vice president at SEMA who oversees special events. "Cars and trucks are much more than just a mode of transportation — they're reflections of one's personality and lifestyle."

Customizing cars is becoming a mainstream pastime, industry executives say. In fact, half the owners of new full-size trucks either have spent, or plan to spend, $500 or more on accessories, according to SEMA.

The recent SEMA show was represented not only by car customization players, but also by large automakers that have launched their own specialty vehicle efforts, including Chrysler, Ford, GM, Honda, Kia, Lexus, Nissan, and Toyota. Whether they're called customized cars, specialty vehicles, or "pimped-out" or "tricked-out" rides, this industry now represents $36.7 billion in annual revenue, according to SEMA.

Keep in mind that automobile insurance policies regarding theft or damage on these items may vary, so be sure to check your policy.

"Most aftermarket customization will not be covered by the base insurance policy," says Michael A. Sablack, assistant general counsel in Progressive's corporate law department. "If you fail to report these additional items to your insurer, they may not be covered at the time of a claim.

"At Progressive, we include $1,000 in coverage for custom parts and equipment, and a customer can buy up to $4,000 in additional coverage. Increasing your coverage by, say, $3,000, generally will cost the car owner at least 10 percent in additional premiums."

Sample This

Here's a sampling of what's out there for the creative car buff. Some car-customization/special upgrade jobs can be done by individual owners, while others can be provided through the car maker or by a local vehicle-customization/body shop. Prices referenced below were either supplied by industry representatives or obtained through searches on eBay or other e-commerce sites that sell these products.

• Wheels on fire: For specialty car enthusiasts, many projects start with the wheels and tires. For example, Falken Tire markets wheel products like Explicit — with its distinctive five-star spoke design — for Hondas, BMWs and numerous other cars. The wheels come in three finishes: chrome, silver and black. Prices start at just over $600.

  For performance drivers, Dunlop Tire is offering the Dunlop SP Sport Signature performance tire. It was created for optimal traction and tread life, even as corners are turned with white-knuckle-producing G-force power. Prices average $150.

  And then there's Motegi's Touge, a tire that's up to 18 inches wide and comes in hues of glossy black, bronze or gun metal. Available in Honda and Nissan drift model cars, the tire comes with prices ranging from $225 to $335, depending on the size and finish.

• Pumping up the sound: Pioneer Electronics Inc. has introduced new lines (AVH-P4900DVD and AVH-P5900DVD) of in-dash audio/video systems with 6.5- or 7-inch video screens and connectivity to XM, Sirius, iPod and Bluetooth entertainment options. Prices start at $700.

  Mopar, Chrysler Group's original equipment parts maker, recently introduced its Kicker audio system upgrade (in cooperation with Stillwater Designs), complete with 400 to 768 watts of bass. The Stage Three deluxe version of the system includes amplified subwoofer, speaker replacement system and a 32-bit digital signal processing amplifier. Prices vary, based on vehicle year, make, model and level of sound system, but they range from a little more than $600 to more than $1,300.

  JBL has overhauled its popular Grand Touring Series of amps to deliver lower distortion and top system-tuning control, with three Class D subwoofer amps; one two-channel and two four-channel full-range amplifiers; and a five-channel amplifier designed to drive an entire system. Prices start at just under $200.

• Enhancing the look, feel and performance: Exhaust upgrades are provided by top makers like Borla Performance Industries, which offers Cat-Back exhaust systems for vehicles from Audi, BMW, Chevrolet, Dodge, Ford, GMC, Lexus, Mazda and other automakers. Prices range from $249 to well over $1,500.

  In addition, Jeep now offers a new Rallye Package, which includes 18-inch by 7-inch black-painted aluminum wheels with machined edges and chrome center caps; a roof-mounted rear spoiler; bright exhaust tips; and a body kit featuring a front and rear fascia overlay; lower honeycomb front fascia grille; and other features. Prices start at $1,850.

  Interior upgrades are also in vogue. For ultraseude material for seats, doors and other areas, there's Alcantara, which goes for $132 a yard through custom dealers. And, at a top car-customization shop like the Palm Nissan's Palm Beach Performance Center in Florida, you can get a Type II spoiler for Nissan Z models starting at $300; LED lights known as JDM (Japanese Domestic Market) lights for $525 and up; and Turbo chargers that start at $2,000.

When it comes to customizing your car, the only limit is your imagination — and your wallet.

Bio: Dennis McCafferty is a freelance writer with extensive experience in the automotive field. He has written for Chrysler magazine, UAW-GM People magazine, Dodge Tomorrow magazine and Corvette Quarterly. He also wrote the NASCAR coverage for USA WEEKEND magazine.

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The views and opinions expressed in this article are solely those of the author and not necessarily those of Progressive Casualty Insurance Company or its affiliates.