Toyota owners gathered at the Queen Mary in Long Beach for the 14th annual
Toyotafest; a make-specific event hosted by the Toyota Owner's and Restorer's
Club (T.O.R.C.) that features vintage and modern vehicles from fans of the
brand. Most of the vehicles were either pre-'90 Toyotas or '00 and newer
Toyota/Lexus/Scion vehicles.

SEMA regularly visits consumer car shows in order to keep abreast of the latest
trends in vehicle customization and attended this recent event to pique the
brains of consumers.

More than 250 attendees were surveyed throughout the day and common trends were
found within the group. Roughly 83% drove or displayed a compact vehicle and 78%
said that their Toyota was passed down to them from a family member or
acquaintance. Practically every survey participant had modified their vehicle
with upgrades across the spectrum from mild to wild.

From simple stereo systems or shift knobs to engine conversions or a custom
suspension, the fleet of show cars represented the graduation from plain economy
cars to nostalgic classics. Of those who owned a pre-'90 vehicle, the responses
coincided with modifications similar to other vintage-car segments.

In other words, consumables and maintenance-related modifications, such as
gaskets, seals and hoses, are not glamorous and show-stopping, but do keep the
vehicles running and contribute to the enjoyment of the hobby.

The majority of the attendees surveyed had performance or in-car entertainment
(I.C.E.) modifications made to their vehicle. Early Japanese vehicles are
beginning to amass value in the same vein as classic American musclecars. While
the value is not nearly comparable, the same fanfare is being applied to the
restoration and, in many cases, resto-mod styles of vehicle building.

For example, a clean 2000GT, Toyota's first serious sports car, sat beside a
hot-rodded classic Toyota truck and modern Scions.

Of the group surveyed, 13% of respondents had performed little to no
modifications and still considered their vehicles stock. The remaining group who
had purchased custom parts and accessories indicated the amount they spent on
modifications: 73.2% had spent $100–$5,000; 8% had spent more from
$5,000–$10,000; and 7.6% of people had spent more than $10,000.

Predictably, almost all of the owners surveyed said that their spending either
stopped or slowed down since the economy turned sour.

Typical of most enthusiast automotive shows, almost every display vehicle at
Toyotafest had aftermarket wheels installed with wheel styles ranging from
smaller-diameter performance throw-backs of the late-'70s racing scene to
luxurious VIP wheels with stretched tires. Furthermore, roughly 60% of those in
attendance said that their current Toyota had aftermarket wheels.

Some of the other popular options consisted of bolt-on performance parts. Many
of those surveyed stated that they had installed or bought items, such as cold
air intakes, catback exhaust systems, lowering springs, or short shifters—all
easy-to-do installs as well as being inexpensive.

The most notable conclusion from all of this, though, is that most Toyota owners
are not looking for extreme performance but simply want to improve the styling
and performance of their vehicle, all while retaining comfort and the ability to
use the vehicles for daily driving.