The stars of the first major auto show of the 2006 season may be a basement of “modded” cars, standard-issue models souped up and aimed at a mainstream audience that has exploded in recent years.

The California International Auto Show for the first time in its nine-year history dedicated a separate 140,000-square-foot show floor to car customization, or “modding,” using parts ranging from chrome spinner rims and seatback DVD players to engine turbochargers.

The floor of the Southern California show, running October 5 to October 9, was peppered with “tricked out” Hondas, Nissans, a showcase of low-riders, street racers, and souped-up SUVs during a recent visit.

Celebrity automobiles were also prominent, from Magic Johnson’s chrome-rimmed 2005 Lincoln Mark LT to rapper Mike Jones’ 2006 Dodge Charger.

“We surveyed the regular attendees of our show,” said exhibit co-director John Sackrison, “and most said they wanted to modify their vehicles.”

Sackrison says the modding industry has gone completely mainstream. “Everyone wants their car to be unique. Even the soccer moms want a little something special like chrome rims on their SUVs.”

One sport utility vehicle had Lamborghini sports car-style doors that pivot up, instead of out, a hood split down the middle to open like a book, and at least four television sets hanging from the ceiling and in the front dashboard — perfect for the family.

The aftermarket car business has grown to $32.9 billion (18.7 billion pounds) in 2004 revenue from $9.2 billion in 2001, making it the fastest growing part of the automotive industry, show organizers say.

The boom has been accompanied by a wave of cable television shows featuring car mods, including “Pimp My Ride” on MTV, “Overhaulin” on TLC and “Street Fury” on G4.

Honda Motor Co., Ford Motor Co. and General Motors Corp. all now make their own aftermarket parts to compete with manufacturers like HKS, which makes turbochargers, cam shafts, mufflers and suspension parts.

The most popular cars to modify are Japanese imports, though American autos like the Ford Focus have become players in the community, said Jun Toyoda, chairman of HKS USA, an industry leader in the aftermarket scene with more than $90 million in annual revenue.

“The Mitsubishi Lancer Evolution, Subaru WRX and, more recently, the Toyota Scion, are the biggest cars in the modding community,” Toyoda said.

One of the earliest modders, 32-year-old Myles Kovacs, has personally designed more than 45 wheel rims and is co-founder of DUB, a lifestyle magazine for modders. He says the industry has grown far beyond its niche roots.

“Movies like ‘The Fast and the Furious,’ rappers, athletes, entertainers — they all made it socially acceptable. And now the yuppies are doing it because they know it is cool,” he said.

(this article was taken from Reuters)

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