North America and Europe Conventional Aftermarket Steering Wheel Market Size, Share & Industry Analysis, By Vehicle Type (Classic Car and Vintage Vehicles, Muscle Cars, Motor Racing Vehicles and Utility Vehicles), By Material Type (Wood Steering Wheels, Liquid / PVC (Foam) Steering Wheels, Metal Flakes Steering Wheels, Wrapped Steering Wheels, BILLET Steering Wheels, and Plastic Steering Wheels), and Regional Forecast, 2025-2032

The North America and Europe conventional aftermarket steering wheel market size was valued at USD 250.1 million in 2024. The market is projected to grow from USD 256.0 million in 2025 to USD 320.9 million by 2032, exhibiting a CAGR of 3.3% during the forecast period.

The North America and Europe conventional aftermarket steering wheel market refers to the segment of automotive components dedicated to the replacement or upgrading of traditional, non-electronic steering wheels in passenger vehicles and light commercial vehicles. This market includes products sold through aftermarket channels, retail stores, repair shops, and online platforms. It encompasses various materials, designs, and customization options intended to enhance vehicle control, ergonomics, and interior aesthetics. Demand is influenced by aging vehicle fleets, consumer preference for personalization, and the continuous need for maintenance and replacement of worn-out steering components.

Growth in the North America and Europe conventional aftermarket steering wheel market is primarily driven by the rising average age of vehicles, which increases the requirement for replacement parts to maintain safety and performance. Consumer interest in vehicle customization also plays a significant role, as drivers seek enhanced comfort, improved grip, and distinctive interior styling. Additionally, expanding e-commerce channels makes aftermarket parts more accessible, supporting sales across both regions. The presence of a strong DIY culture in North America and regulated maintenance standards in Europe further accelerates consumer demand for an enhanced driving experience.

The market landscape includes a mix of established automotive component manufacturers and specialized aftermarket brands. Key players focus on high-quality materials, ergonomic designs, and compliance with regional safety regulations to remain competitive. Companies such as MOMO, Sparco, Grant Products, OMP Racing, and various OEM-linked aftermarket suppliers continuously innovate their product lines to attract performance enthusiasts and everyday drivers. Strategic activities include partnerships with distributors, expansion of online sales networks, and product differentiation through premium finishes, lightweight constructions, and compatibility with a wide variety of vehicle models.

MARKET DYNAMICS

MARKET DRIVERS

Aging Vehicle Fleet & Replacement Demand to Propel the Market Growth

The North America and Europe conventional aftermarket steering wheel market is significantly driven by the ongoing rise in vehicle age across both regions, which directly increases the need for replacement components. Older vehicles naturally experience wear and degradation in interior components, including steering wheels, which are subject to continuous physical contact and environmental exposure. This escalating aging trend contributes to higher replacement frequency as consumers prioritize maintaining safety, driving comfort, and vehicle control. Additionally, regulatory emphasis on roadworthiness inspections in Europe reinforces the importance of timely component replacements. With prolonged vehicle ownership becoming increasingly common, the aftermarket demand for conventional steering wheels is expected to grow steadily, driven by both maintenance requirements and the expanding pool of aging vehicles.

MARKET RESTRAINTS

Increasing Integration of Electronic & Safety Features May Limit the Market Growth

A major restraining factor for the North America and Europe conventional aftermarket steering wheel market is the rapid integration of advanced electronics and safety systems within modern steering wheel designs. Latest vehicles commonly feature embedded airbags, multifunction audio and connectivity controls, haptic feedback systems, heating modules, and even ADAS-Autonomous Vehicle-related sensors. This increasing complexity significantly reduces the compatibility of traditional aftermarket steering wheels, as most replacements cannot replicate the integrated electronics or meet stringent safety requirements. In Europe, regulatory constraints surrounding airbag-equipped steering wheels further limit consumer choice, making non-OEM installations impractical or noncompliant. Additionally, automakers are increasingly protecting proprietary steering technologies, restricting aftermarket manufacturers from accessing necessary wiring interfaces or software protocols. The technological evolution of steering systems continues to narrow the feasible market for conventional aftermarket steering wheels across both regions.

MARKET OPPORTUNITIES

Growing Demand for Personalized & Premium Interior Upgrades to Create Lucrative Growth Opportunities

A major market opportunity for the North America and Europe conventional aftermarket steering wheel industry stems from the fast-growing demand for personalized and premium interior upgrades. Consumers are increasingly viewing the steering wheel as a focal point of vehicle interiors, driving interest in premium materials such as carbon fiber, perforated leather, Alcantara, and lightweight performance-grade alloys. This growing trend is especially strong among automotive enthusiasts, sports-tuning communities, and younger drivers seeking enhanced aesthetics and improved driving feel. The rise of social media-driven customization culture further encourages unique interior modifications, making visually distinctive steering wheels highly desirable. Moreover, premium aftermarket options often offer ergonomic enhancements, better grip, optimized hand positioning, and sportier shapes that appeal to comfort-focused drivers. As OEM steering wheels become more standardized, aftermarket brands have an opportunity to differentiate through craftsmanship, design variety, and customization services. Manufacturers offering tailored, high-quality steering wheel upgrades are well-positioned to capitalize on the expanding consumer preference for these upgrades.

NORTH AMERICA AND EUROPE CONVENTIONAL AFTERMARKET STEERING WHEEL MARKET TRENDS

Growth of Customization & Aesthetic Personalization is One of the Significant Market Trends

A significant trend shaping the North America and Europe conventional aftermarket steering wheel market is the strong shift toward customization and aesthetic personalization. Consumers are increasingly viewing the steering wheel as a central design element within the vehicle's interior, driving demand for tailored features such as custom stitching patterns, accent colors, grip textures, and unique wheel shapes. Social media platforms, automotive influencers, and modification communities further amplify this trend by showcasing personalized interiors, inspiring owners to pursue similar upgrades. Younger drivers, in particular, prioritize individuality and style, pushing aftermarket brands to expand their design offerings and customization services.

MARKET CHALLENGES

Strict Regulations and Safety Compliance Requirements are a Challenging Factor for the Market

A major challenge for the North America and Europe conventional aftermarket steering wheel market is the stringent regulatory environment governing vehicle safety components, particularly those involving airbags and steering control systems. In Europe, regulations such as UNECE standards mandate strict compliance for any modifications that could affect occupant safety, significantly restricting the installation of non-OEM steering wheels in vehicles equipped with airbags. This creates a high entry barrier for aftermarket manufacturers, who must invest heavily in certification, testing, and documentation to meet legal requirements. Even in North America, liability concerns and safety regulations deter consumers from opting for uncertified aftermarket options. The added complexity of ensuring compatibility with OEM airbag modules and electronic controls further elevates production costs and limits product variations.

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Segmentation Analysis

By Vehicle Type

Strong Restoration Culture and Rising Collector Interest in Classic Car and Vintage Vehicles Lead the Market

On the basis of vehicle type, the market is classified into classic car and vintage vehicles, muscle cars, motor racing vehicles, and utility vehicles.

The classic car and vintage vehicles segment holds the largest North America and Europe Conventional Aftermarket Steering Wheel market share, driven by the strong restoration culture and rising collector interest in older vehicles. Owners of vintage models frequently upgrade or replace their steering wheels to preserve authenticity, enhance driving comfort, or restore vehicles to their original specifications, thereby contributing significantly to aftermarket demand. Growth in classic car exhibitions, auctions, and enthusiast clubs further reinforces spending on premium restoration components. Additionally, many vintage vehicles lack modern electronic integrations, making conventional aftermarket steering wheels more compatible and easier to install compared with newer models. The expanding value of restored classic vehicles also motivates owners to invest in high-quality, period-correct steering wheel replacements. As restoration activities continue to grow across both regions, this segment is expected to sustain its dominant market position. The Utility Vehicles segment is poised to grow at a compound annual growth rate (CAGR) of 4%, showcasing the fastest growth over the analysis period.

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By Material Type

Cost-Effectiveness, Durability, and Wide Accessibility of Liquid/PVC (Foam) Steering Wheels Fuel the Product Demand

In terms of material type, the market is categorized into Wood Steering Wheels, Liquid / PVC (Foam) Steering Wheels, Metal Flakes Steering Wheels, Wrapped Steering Wheels, BILLET Steering Wheels, and Plastic Steering Wheels.

The Liquid / PVC (Foam) Steering Wheels segment holds the dominant share in the North America and Europe conventional aftermarket steering wheel market due to its durability, cost-effectiveness, and wide accessibility across vehicle categories. These steering wheels are favored for their comfortable grip, resistance to wear, and ability to withstand varying climatic conditions, making them suitable for both older vehicles and daily-use cars. Their lightweight structure and simplified manufacturing process enable lower production costs, allowing aftermarket brands to offer competitively priced products without compromising quality. Additionally, the availability of multiple textures, finishes, and customizable designs enhances consumer appeal, particularly among budget-conscious buyers seeking value-driven upgrades. 

Conventional Aftermarket Steering Wheel Market Regional Outlook

By region, the market is bifurcated into North America and Europe.

North America

North America represents a significant market for conventional aftermarket steering wheels, driven by a strong automotive customization culture, an expanding base of classic and muscle car enthusiasts, and a mature aftermarket ecosystem. The region’s high vehicle ownership rate and growing average vehicle age support consistent demand for replacement steering wheels, particularly among consumers seeking improved comfort or restoration upgrades. The U.S. dominates the regional market due to its well-established network of aftermarket distributors, specialty tuning shops, and e-commerce platforms that offer a diverse range of product options. Additionally, motorsport influence and the popularity of modified cars further stimulate interest in performance-oriented and aesthetic steering wheel enhancements. Overall, North America continues to offer stable growth prospects supported by robust consumer engagement and aftermarket activity. This development drives the Conventional Aftermarket Steering Wheel market growth.

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Europe

Europe demonstrates strong aftermarket potential driven by a large population of vintage vehicle collectors, restoration specialists, and enthusiast communities. Countries such as Germany, the U.K., Italy, and France contribute significantly due to their long-standing automotive heritage and active participation in classic car events. The region’s aging vehicle fleet further supports replacement demand; however, strict regulatory standards surrounding safety components require aftermarket manufacturers to maintain high levels of compliance. Despite regulatory challenges, the demand for premium, stylish, and craftsmanship-focused steering wheels remains strong, particularly for restoration and personalization projects.

COMPETITIVE LANDSCAPE

Key Industry Players

Wide Product Portfolios and Strong Distribution Networks Continue to Strengthen Market Leadership

The North America and Europe conventional aftermarket steering wheel market reflects a moderately fragmented structure, with numerous small-to-mid-size manufacturers, restoration specialists, and performance brands actively competing across both regions. Companies are focused on material innovation, ergonomic enhancements, customization features, and expanding their sales presence through e-commerce platforms and distributor partnerships to strengthen market positioning.

Leading players such as MOMO, Sparco, and Grant Products maintain a competitive edge through their extensive product portfolios, global availability, and strong brand recognition among automotive enthusiasts. Their emphasis on high-quality materials, performance-oriented designs, and collaborations with motorsport teams and aftermarket retailers further reinforces their dominance in the steering wheel aftermarket ecosystem.

Other notable companies in the market include OMP Racing, NRG Innovations, Forever Sharp, Nardi, and various OEM-affiliated aftermarket suppliers. These players continue to expand through innovation, diversified material offerings, and strategic distribution partnerships across North America and Europe. 

LIST OF KEY NORTH AMERICA AND EUROPE CONVENTIONAL AFTERMARKET STEERING WHEEL COMPANIES PROFILED

• Autoliv Inc. (Sweden)
• Toyoda Gosei Co., Ltd. (Japan)
• JoysonSafety Systems (US)
• MOMO S.r.l. (Italy)
• Sparco S.p.A. (Italy)
• Grant Products International, Inc. (US)
• Exclusive Steering (USA)
• NRG Innovations (USA)
• Forever Sharp Steering Wheels (USA)
• JDM Store (Japan)
• OMP America (US)
• Con2R (US)
• Colorado Custom (US)
• Lokar (US)
• GT Performance Products (US)

KEY INDUSTRY DEVELOPMENTS

• In July 2025, Racing Force Group is pleased to announce the renewal of its multi-year partnership with IPKarting (IPK), a global reference in kart manufacturing, through its OMP and Bell Racing brands. The agreement extends the supply of state-of-the-art kartwear, helmets, etc., to support IPKarting’s official teams and drivers.
• In January 2025, NRG Innovations expanded its catalogue of premium steering wheels, ranging from 330 mm to 350 mm, in suede and leather grips, emphasizing versatility across road, drift, and off-road applications.
• In January 2025, OMP Racing expanded its motorsport sponsorship network by renewing partnerships across rally, GT, and karting teams. These collaborations increase brand visibility and reinforce OMP’s leadership in professional racing components, including aftermarket steering wheels.
• In July 2024, Nardi introduced the MAX ORIDO × NARDI limited-edition steering wheel (a 2024 version debuted at a major auto show, and pre-orders sold out quickly). 

REPORT COVERAGE 

The North America and Europe Conventional Aftermarket Steering Wheel market analysis provides an in-depth study of market size & forecast by all the market segments included in the report. It includes details on the market dynamics and market trends expected to drive the market in the forecast period. It offers information on the technological advancements, new product launches, key industry developments, and details on partnerships, mergers & acquisitions. The Conventional Aftermarket Steering Wheel market research report also encompasses detailed competitive landscape with information on the market share and profiles of key operating players.

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Report Scope & Segmentation